International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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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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