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Examining the Impact of Sensory Marketing on Young Consumers: A McDonald’s Case Study

Author

Listed:
  • Vusumuzi David Mbatha

    (University of the Witwatersrand, South Africa)

  • Aaron Koopman

    (University of the Witwatersrand, South Africa)

  • Tinashe Chuchu

    (University of the Witwatersrand, South Africa)

Abstract

In recent years research on sensory marketing has attracted the attention of marketing researchers and scholars alike. The purpose of this study is to investigate the impact of sensory stimuli that is used to create arousal, and to examine whether this arousal influences consumer attitudes and purchase intentions. Previously documented literature was used as a foundation for this research while additional opportunities to expand this topic’s literature was identified. While previous studies and results on sensory marketing exist, there is a lack of South African related literature on the concept. The quantitative research approach was used to measure the proposed conceptual model and hypotheses, and the convenience sampling method was chosen as the technique to acquire the required sample. To facilitate this study, a seven-point Likert scale was used with questions and statements adapted from previous literature. Of the 300 distributed surveys, 279 were returned, deemed viable, processed and interpreted. The findings of this study support all the proposed hypotheses. Furthermore, this study’s findings and conclusions contribute towards comprehension of sensory marketing from a young consumer’s perspective.

Suggested Citation

  • Vusumuzi David Mbatha & Aaron Koopman & Tinashe Chuchu, 2023. "Examining the Impact of Sensory Marketing on Young Consumers: A McDonald’s Case Study," International Review of Management and Marketing, Econjournals, vol. 13(3), pages 16-24, May.
  • Handle: RePEc:eco:journ3:2023-03-3
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    References listed on IDEAS

    as
    1. Ha-Won Jang & Soo-Bum Lee, 2019. "Applying Effective Sensory Marketing to Sustainable Coffee Shop Business Management," Sustainability, MDPI, vol. 11(22), pages 1-17, November.
    2. A. Ferrand & L. Robinson & Pierre Valette-Florence, 2010. "The Intention-to-repurchase Paradox: A case of the Health and Fitness Industry," Post-Print halshs-00325142, HAL.
    3. Hultén, Bertil, 2017. "Branding by the five senses: A sensory branding framework," Journal of Brand Strategy, Henry Stewart Publications, vol. 6(3), pages 281-292, December.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Sight; attitude; purchase intention; sensory marketing;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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