An Analysis of Customers’ Perceptions of Sensory Marketing at Restaurants with Reference to Chennai

V. Vanitha and T. M. Gowri ()
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V. Vanitha: SASTRA University, School of Management Studies
T. M. Gowri: SASTRA University, School of Management Studies

A chapter in Proceedings of the 3rd International Conference on Reinventing Business Practices, Start-ups and Sustainability (ICRBSS 2023), 2024, pp 92-98 from Springer

Abstract: Abstract A customer’s impression of a brand consists of nothing more than their subjective evaluation of that brand. Although apparently simple, it plays a key role in gaining and retaining regular customers. Customers’ impressions of Chennai ECR eateries’ sensory marketing strategies were analyzed for this study. The study used a sample size of 179, selected by a systematic process of purposeful selection. The survey method and a pre-made questionnaire were used to conduct the research among diners at high-end establishments in Chennai. SPSS version 21 was used for the analysis, and techniques such the percentage test, t test for independent samples, analysis of variance (ANOVA), and correlation were utilized. The findings reveal that among sensory marketing strategies, visual appeal is significant, and that there are notable gender, age, and perception inequalities when it comes to sensory marketing in Chennai restaurants.

Keywords: Sensory Marketing; Customer Perception; Marketing Strategies (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-374-0_9

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