About commerce which includes subject medical order Real etc

About commerce which includes subject medical order Real etc

1. “ EFFECT OF SENSORY MARKETING ON CONSUMER BUYING BEHAVIOR IN INTERNATIONAL FOOD CHAIN RESTAURANTS IN KERALA”

2. one day, marketing would become less of a discussion between brands and customers, and more of a sensory experience- Philip Kotler.

3. Sensory marketing Sensory marketing is when a business uses many different senses to create a positive impression for a brand. Appealing to multiple senses helps in winning a customer’s attention and trust by appealing to each of the five senses. Sensory marketing is a type of marketing that appeals to all the senses in relation to the brand. It uses the senses to relate with customers on an emotional level .

4. Classification of sensory marketing 1. Visual marketing The sense of sight is the most effective one for processing information regarding goods and services. Marketers use wide variety of powerful and specifically selected visual stimuli, such as color, lighting, packaging or decoration to influence consumer’s implicit (unconscious) and explicit (conscious) consumer purchase behavior. It is called visual marketing.

5. Example of visual marketing-Apple store Their stores are all white, minimalist, and clean — this gives customers the feeling of a modern, sleek, and high-end tech company.

6. Classification of sensory marketing 2. Auditory marketing It is evident that auditory stimuli such as jingles, music, voice, words and sound impact on our perceptions in relation to credibility and trust, positive feelings, purchasing and time of stay. Using these types of auditory stimuli for promotion of a brand is called auditory marketing.

7. Example of auditory marketing Music played in restaurants creates a good experience among customers

8. Classification of sensory marketing 3. Olfactory marketing Olfactory marketing is a part of sensory marketing and the goal is to recall flavors, fragrances and good memories in the costumer's mind. This in order to automatically produce a good memory of the brand to impress in his mind. So at this point the brand is associated to that particular fragrance and became an unforgettable memory for the customers. When a customer gets in touch or is exposed to that specific scent, he'll have a clear and immediate memory of the brand.

9. Example of olfactory marketing- Singapore airlines   One of the reasons for the success of sensory branding of Singapore Airlines is that they developed an unforgettable aroma and then used everywhere for years. Passengers who travel frequently learned what was the smell of the airline

10. Classification of sensory marketing 4. Tactile marketing Tactile marketing gives consumers something to touch and hold and experience the product or brand. This type of marketing is used widely in shopping malls. I.e. customers can touch, hold the products displayed in shopping malls

11. Example is –shopping malls

12. Classification of sensory marketing 5. Gustative marketing Taste is linked to emotional states, and so it can alter mood and brand perception. Using unique taste to promote a brand is called Gustative marketing. This type of marketing is widely used in food stuff industry.

13. Example of gustative marketing KFC uses unique recipe for their food products to make them unique taste and it can’t be copied by other brands

14. Research Gap The concept of sensory marketing is new in marketing. Only few studies have been conducted on this topic. No study has done on sensory marketing in the field of international food chain restaurants No studies have been conducted in Kerala before to know the role and effect of sensory marketing on consumers’ purchase behavior.

15. Statement of the problem Sensory marketing is a latest technique used in the promotion of a brand. The five sensory marketing elements together can only be used in food products only. International food chain restaurants used this five types of sensory marketing, later domestic and local restaurants started to use this technique. this study is going to analyze the role of sensory marketing on consumer buying behavior in international food chain restaurants

16. Research questions Whether sensory marketing technique creates brand love among customers of international food chain restaurants? Whether the difference in demographic variables of different customers have any effect on the perception of sensory stimuli and buying behavior in international food chain restaurants in Kerala? How sensory marketing effect the post purchase behavior of the customers of international food chain restaurants? Whether service quality have any relationship between sensory marketing and customer loyalty?

17. Objectives of the study To check whether sensory marketing creates brand love among their customers. To assess the level of sensory stimuli affected by the customers of international food chain restaurants in Kerala To identify the demographic differences among the customers regarding the factors of sensory stimuli and customer’s buying behavior. To explore the effects of sensory marketing on customers post purchase behavior and behavioral intentions in international food chain restaurants. To evaluate the mediating role of service quality in the relationship between sensory marketing and customer loyalty. To examine the moderating role of time spent in the ‘Restaurant’ in the relationship between customer satisfaction and purchase intention.

18. HYPOTHESIS H1: Sensory marketing stimulies creates a positive brand experience in international food chain restaurants H1a: Visual marketing stimulies creates a positive brand experience in international food chain restaurants H1b: Auditory marketing stimulies creates a positive brand experience in international food chain restaurants H1c: Olfactory marketing stimulies creates a positive brand experience in international food chain restaurants H1d: Tactile marketing stimulies creates a positive brand experience in international food chain restaurants H1e: Gustative marketing stimulies creates a positive brand experience in international food chain restaurants

19. HYPOTHESIS H2: Brand experience through sensory stimuli leads to arousal among customers in international food chain restaurants H3: brand experience through sensory stimuli create brand image among customers of international food chain restaurants H4: brand experience through sensory stimuli and perceived quality have a positive relationship in international food chain restaurants H5: brand experience through sensory stimuli creates pleasure among customers of international food chain restaurants.

20. Significance of the study Sensory marketing is a latest development in marketing. Companies using sensory marketing can achieve a good customer attention, satisfaction and retention. Many international companies using sensory marketing as a technique for promoting their brand. So this study has importance in present scenario. This study will helps to understand what is sensory marketing and how sensory marketing is used in the promotion of a brand. It will discuss how international food chain restaurants attract customers, using sensory marketing. This will provide an idea to hotels and restaurants, to identify the promotional opportunity in sensory marketing and they can use this technique for their success in future.

21. Scope of the study There are many international food chain restaurants in the world and all have not branches in Kerala So the he customers of selected international food chain restaurants (KFC, McDonald, Subway, Pizza hut, Burger king and Dominos) are selected for the study The area of the study is Kerala. Data are collected only from customers, who visit above six restaurants in Kerala.

22. Proposed constructs Dependent variable Independent variables Auditory stimuli   Background music Noise Visual stimuli Colours and lighting, Title, design, layout of the hotel, Wallpapers and Decoration Clean dining areas Carpeting / flooring, Ceiling décor Attractiveness of dining table, chair, Paintings / pictures, Menu design, Visually attractive Food presentation, Attractive package The table setting, Attractive employees

23. Olfactory stimuli   Aroma, scent used in shop, Food fragrance Gustative stimuli   Unique taste food/drinks Taste of the food, hygienic food Tactile Stimuli   Softness of furniture Tactile stimulations comfortable Seats Positive brand experience visual marketing auditory marketing olfactory marketing tactile marketing gustative marketing

24. Arousal Positive brand experience Customer value Positive brand experience Brand image Positive brand experience Perceived quality Positive brand experience pleasure Positive brand experience Customer satisfaction Arousal Customer value Brand image Perceived quality pleasure Behavior intention customer satisfaction

25. Conceptual model

26. RESEARCH METHODOLOGY TYPES OF DATA The data for the study will be collected from both primary and secondary sources. But the study mainly will be based on primary data. Secondary Data The secondary data will be collected from websites, various publications, bulletins, magazines, journals and from other published and unpublished sources. Primary Data Primary data will be collected by using a structured questionnaire from customers of international food chain restaurants.

27. RESEARCH METHODOLOGY SAMPLING STRATEGIES Population Population includes all the customers who visit international food chain restaurants in kerala Sample size Sample size for the present study is 384

28. RESEARCH METHODOLOGY Sampling frame

29. RESEARCH METHODOLOGY Sampling method Multi stage Cluster sampling method would be used for this study. Each brand is taken as a cluster and there will be six cluster for sampling. Sample collected from each cluster would be 64 (384/6). Further each brand is again divided in to number of outlets. Sample size from each outlet would be determined based on the total number of outlets.

30. Total samples will be 398 (in dividing of samples with number of outlets, fraction numbers will get so these numbers are rounded.)

31. Tools and techniques for data analysis Suitable mathematical and statistical tools will be applied for analyzing the data and establishing certain vital relationship among important variables relating to this study . The statistical software such as MS Excel and SPSS will be used for classifying presenting and analyzing the data.

32. EXPECTED OUTCOME OF THE STUDY The expected outcome of the study is, sensory marketing creates a positive brand experience in international food chain restaurants there by create arousal and pleasure in customers, customer value and brand image increases and improve perceived quality. It leads to customer satisfaction there by leads to revisit and positive word of mouth.

33. CHAPTER PLAN OF THE STUDY Chapter 1 : Brief introduction about sensory marketing, History of sensory marketing, features, advantages and limitations of sensory marketing, descriptions about major companies adopting sensory marketing in the world Chapter 2 : Brief introduction about Hotel and restaurant industry in India, Growth of Hotel and restaurant industry in India, history of international food chain restaurants, details of most famous food chain restaurants in the world. Marketing strategies of famous international food chain restaurants. Need of sensory branding as a marketing tool for Restaurants and hotels to attract and retain customers.

34. CHAPTER PLAN OF THE STUDY Chapter 3 : Discusses previous research work that concentrates on analyzing role of sensory branding in marketing. Chapter 4 : this chapter will discuss Research methodology Chapter 5: This chapter deals with Analysis and interpretations of collected data Chapter 6: Final chapter deals with findings, suggestions, conclusion, of the study and scope for further research

35. LIMITATIONS   The study will conduct in Kerala. So the findings should not be generalized to other states or places because the culture, behavior, psychological aspects maybe differ Only one category of product is selected that is food products for the research. The study is based on sampling. So all limitations of sampling will be applied to the study. Primary data will collect by giving questionnaire. So errors may be happen

36. Thank you