Analyzing the Impact of Sensory Marketing on Consumers: A Case Study of KFC

Abstract

Sensory marketing is a useful marketing application which gives companies a real opportunity to maximize product profitability. Consumers' eating habits keep changing everyday away from their regular meal, less time and more working hours have left people with the option to just pop in a restaurant or fast-food. The use of five senses in the marketing field helps to arouse customer's emotions and nowadays it is fundamental for the company to differentiate itself from its competitors. The study will seek to analyze the impact of sensory marketing of consumers with a particular reference to KFC. This study outline has a deep impact on understanding the impact of senses on marketing with particular reference to the Kentucky Fried Chicken in Mauritius. The present research shows that the different senses have an impact on consumer buying behaviour especially for KFC consumers.Consumers find the senses such as music to be relaxing and smell as stimulating. However, it should be mentioned that this research is limited to the sample size and also to the context of the study. Keywords: sensory marketing, KFC, sensesSensory marketing is widespread in marketing field and it may explain most of our purchasing decisions. It has an influence on the buying perception at new food court or restaurants emerging at every corner. Sensory marketing is used in different aspects: visual, auditory, olfactory, gustative, and tactile marketing. Sensory branding is a type of marketing which appeals to all the senses in relation to the brand. It uses the senses to relate with customers at an emotional level. Brands can falsify emotional associations in the customers' minds by appealing to their senses. A sensory experience is described as an individual's perception of goods or services or other essentials in a service process as an image that challenges the human mind and senses. Brakus, Schmitt, and Zarantonello (2009) differentiated among product experiences, shopping, and service experiences, as well as consumption experiences, concluding that all such experiences influence directly or indirectly on consumers.

Impact of corporate image on customer loyalty of Islamic banks: the role of religiosity, collectivism, sight cues and CSR

“…According to the perspective of Signalling theory, CI is an associations perception that is held by clients in their psyche, as it empowers the clients to see and assess the entire tasks of the association (Kim and Lee, 2010). Moreover, Randhir et al (2016) showed that CI is straightforwardly connected with various authoritative characteristics, for example, brand name, items, administration classification, nature of the item and administrations which are spoken with every client. Moreover, they presumed that CI decidedly affects dependability as they gain proof from various administrations areas such as telecom, training and retailing.…”

Sensory Marketing

“…Dani and Pabalkar [3] argue that food and drink tend to be strongly associated with happy or positive memories and that is why the taste aspects of marketing should not be neglected. Randhir et al [7] consider taste marketing to be effective and relatively often used to influence customers through samples and tastings. Customers are more willing to buy a product they have already tried and tasted, rather than one they do not know.…”

“…In fact, it was the same product, the only difference being the different sounds, which evoked different characteristics in the minds of consumers [22]. Randhir et al [7], in turn, mention the importance of linking flavors and colors, which plays an important role, especially in the product packaging design process. Researchers have found that there is a relationship between taste and color.…”

“…Within the marketing of the senses, sight is represented by visual marketing. Randhir et al [7] state that visual marketing strategies focus on the meaning of sensory expressions such as color, light, theme, graphics, but also spatial arrangement. Together, they participate in the creation and evaluation of the identity of the brand.…”

“…Kovanda [6] defines sensory marketing as a subdiscipline within marketing, which focuses on building a brand by targeted stimulation of the consumer's senses through the application of various procedures and technologies. Randhir et al [7] see sensory marketing not only as a tool for measuring and clarifying consumer emotions but also as an opportunity to take advantage of new market challenges that help to ensure the long-term success of a product. According to Nízka [8], it is important to affect all the human senses.…”