International Journal For Multidisciplinary Research
E-ISSN: 2582-2160
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Volume 6 Issue 5
September-October 2024
Indexing Partners
Impact of Sensory Marketing on Consumer Behaviour: Gender Differences in Aroma, Music, and Visual Aesthetic Preferences in Coffee Shops
Author(s) | Jayprakash Gadilkar |
---|---|
Country | India |
Abstract | The study investigates the impact of sensory marketing on consumer behaviour in coffee shops, with a focus on gender differences. Utilizing sensory stimuli such as aroma, music, and visual aesthetics, the research examines how these elements shape the customer experience. A mixed-methods approach was employed, integrating quantitative survey data and qualitative interview insights. ANOVA results revealed statistically significant gender differences in responses to aroma and music stimuli (p < 0.05), with females exhibiting stronger preferences for ambient scents and males showing a higher tolerance for louder music. Effect sizes indicated moderate-to-large differences in sensory preferences between genders. These findings offer valuable guidance for coffee shop marketers, particularly for brands like Starbucks, to craft targeted sensory strategies that enhance customer satisfaction and loyalty by aligning marketing efforts with gender-specific preferences. |
Keywords | Sensory Stimuli, Gender-Based Preferences, Starbucks, Consumer Experience, Ambient Scent Marketing, Retail Atmosphere, Emotional Connection in Coffee Shops, Customer Loyalty, Multisensory Branding |
Field | Business Administration |
Published In | Volume 6, Issue 5, September-October 2024 |
Published On | 2024-09-28 |
Cite This | Impact of Sensory Marketing on Consumer Behaviour: Gender Differences in Aroma, Music, and Visual Aesthetic Preferences in Coffee Shops - Jayprakash Gadilkar - IJFMR Volume 6, Issue 5, September-October 2024. DOI 10.36948/ijfmr.2024.v06i05.28044 |
DOI | https://doi.org/10.36948/ijfmr.2024.v06i05.28044 |
Short DOI | https://doi.org/g59zsq |
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