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.
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