Paper Title
THE IMPORTANCE OF SENSORY MARKETING ELEMENTS AND ITS IMPACT ON CONSUMER BUYING BEHAVIOUR
Keywords
- consumer behaviour of multisensory experience
- senses; sensory marketing; perception
- buying behaviour
- coffee teste
- smell
- touch
- behavioural intention.
Publication Info
Volume: 16 | Issue: 2 | Pages: 55-78
Published On
August, 2025
Downloads
FULL PDF
Abstract
In this report, a study and analysis of the importance of Sensory Marketing elements and its impact on consumer buying behaviour is conducted. This study focused on sensory marketing that appeals to the five senses of coffee drinkers (“sight,” “smell,” “sound,” “taste,” and “touch”) to provide a sustainable growth model for the saturated coffee market. The study identified the relationships among coffee drinkers sensory marketing factors, the “PAD” emotions (pleasure, arousal, and dominance), flow, and behavioural intentions. It an online survey of coffee drinkers aged 20 years and older. A total of 132 surveys were used for the final analysis. The results showed that there are statistically meaningful relationships between “smell” and dominance, “taste” and dominance, “taste” and arousal, “touch” and dominance, and “touch” and arousal. In addition, it was confirmed that there are significant relationships among the PAD emotions; pleasure also has positive effects on flow and behavioural intentions. Finally, this study found significant moderating effects of relating to and utilitarian usage motivations on the hypothesized relationships. Based on our findings, several important academic and business implications are provided, which can contribute to the sustainability of coffee market.
View more »