Effect of sensory marketing in Consumer behavior during the Act of purchase: a case study of supermarkets

Abstract

Today, engaging the public’s feelings appears to be a new spearhead for some companies, but practitioners have realized the value of using sensory marketing. The objective of this study is to discover the kinds of situations that affect consumer behavior. A survey of 75 shoppers in a busy supermarket in Antananarivo was conducted using non-probability purpose sampling. Methods such as observation, interviews, and bibliographic review were also used to develop this research paper. Multivariate analysis such as correspondence factor analysis (CFA) and Multiple correspondence factorial analysis (MCA) were the main tools to explore the variables. The results showedthat music gives a feeling of pleasure and satisfaction to consumers. Taste is the best way to get buyers to consume more. Tactile marketing creates a positive behavioural reaction in consumers and visual marketing improve their well-being. The findings provided contribute to the improvement of a strategy to better engage consumers in supermarkets.