Impact of sensory marketing on consumers’ Purchase Intention In Restaurants

Restaurant industry in India is growing at fast pace. This growth poses restaurant managers to rethink of marketing strategies as traditional marketing strategies have become irrelevant in today's competitive environment. Sensory marketing is a new marketing practice to enhance the emotions and dining experience of customers by using all the five senses. The purpose of the study is to know the impact of sensory marketing on consumers’ purchase intention in restaurant in Agra. The study also finds the most important sensory element for restaurant. A sample of 184 consumers was selected who were present in multi-cusine restaurant in Agra. The data was collected through a well-structured questionnaire and analysed through multiple regression analysis. The findings of research indicate that there is significant impact of sensory marketing on purchase intention of customer in restaurant. The research also concludes that taste is the most important sensory marketing element. The study has important implication for academicians and restaurant managers.