The Role of Sensory Marketing in Achieving Customer Patronage in Fast Food Restaurants in Awka

Ifeanyichukwu, C., &Peter, A. (2018). The Role of Sensory Marketing in Achieving Customer Patronagein FastFood Restaurants in Awka. International Research Journal Of Management, IT & Social Sciences, 5(2), 155-163.doi:10.21744/irjmis.v5i2.632163

9 Pages Posted: 19 Jul 2018

See all articles by Chioma Ifeanyichukwu

Chioma Ifeanyichukwu

Nnamdi Azikiwe University

Abude Peter

Delta State University

Date Written: June 27, 2018

Abstract

Sensory marketing is regarded as a new way of making an organisational profit. Less time and more school/work hours have made people pop into a fast food restaurant on a daily basis. More and more restaurants are employing stimuli of Scent, Sound, texture, vision, and taste to build stronger emotional connections with the customer and drive preference to their brand. A quick look at our environment gives one a clearer picture of these fast food restaurants and one begins to wonder why they spring up in great numbers, thus intensifying competition. This study aims at examining the relationship between human senses/sensory cues and customer patronage. Also, it seeks to find out how fast food restaurants should apply sensory cues to enhance customer patronage. 150 regular customers of Nourisha fast food restaurant in Awka were used as respondents, and a structured questionnaire was administered to elicit the required information from the respondents. Multiple regression was used to test for the significance of the five hypothesis proposed for the study. Results showed the powerful and tremendous effect of the concept of sensory marketing which is inevitable for the success of a firm in this highly competitive market.

Keywords: Stimuli, Perception, Sensory Cues, Sensory Marketing

Suggested Citation

Ifeanyichukwu, Chioma and Peter, Abude, The Role of Sensory Marketing in Achieving Customer Patronage in Fast Food Restaurants in Awka (June 27, 2018). Ifeanyichukwu, C., &Peter, A. (2018). The Role of Sensory Marketing in Achieving Customer Patronagein FastFood Restaurants in Awka. International Research Journal Of Management, IT & Social Sciences, 5(2), 155-163.doi:10.21744/irjmis.v5i2.632163, Available at SSRN: https://ssrn.com/abstract=3203861

Chioma Ifeanyichukwu (Contact Author)

Nnamdi Azikiwe University ( email )

Enugu-Onitsha Expressway
PMB 5025
Awka, DE Anambra State 234
Nigeria

Abude Peter

Delta State University

P.O. Box 3275
Cleveland, MO 38733
United States

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