THE ROLE OF SENSORY MARKETING IN INFLUENCING THE CONSUMERS’ PURCHASE PATTERNS

Abstract

Marketing establishes the relationships between the consumers and the organizations. All industries are facing competition, and it is the duty of the marketers to seek measures and enhance the sales of the products based on customer’s preferences. Thus, this study was done to examine the effectiveness of sensory marketing for a hotel. The effect of the scent in a hotel to customer satisfaction was analyzed. The work has explored how sensory marketing can be used to increase the sales of the product. Questionnaire was distributed to 69 respondents. The study used the structural equation model to evaluate the direct and indirect relationship between the variables. The variables that was analyzed were brand strength (BS), customer perceived value (CPV), brand experience (BE) and OM. In addition, path analysis was used to evaluate the relation between the variables direct and indirect. The key finding of this work showed that there was significant direct and indirect relationship between variables OM, BE, PVC, and BS.