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Applying Effective Sensory Marketing to Sustainable Coffee Shop Business Management

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  • Ha-Won Jang

    (College of Hotel and Tourism Management, Kyung Hee University, Seoul 02447, Korea)

  • Soo-Bum Lee

    (College of Hotel and Tourism Management, Kyung Hee University, Seoul 02447, Korea)

Abstract

This study focused on sensory marketing that appeals to the five senses of coffee shop customers (“sight,” “smell,” “sound,” “taste,” and “touch”) to provide a sustainable growth model for the saturated coffee shop market. The study identified the relationships among coffee shops’ sensory marketing factors, the “PAD” emotions (pleasure, arousal, and dominance), flow, and behavioral intentions. It employed an online survey of coffee shop customers aged 20 years and older. A total of 608 surveys were used for the final analysis. The results showed that there are statistically meaningful relationships between “sight” and dominance, “sound” and arousal, “taste” and dominance, “taste” and arousal, “touch” and dominance, and “touch” and arousal. In addition, it was confirmed that there are significant relationships among the PAD emotions; pleasure also has positive effects on flow and behavioral intentions. Finally, this study found significant moderating effects of hedonic and utilitarian usage motivations on the hypothesized relationships. Based on our findings, several important academic and business implications are provided, which can contribute to the sustainability of coffee shops.

Suggested Citation

  • 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.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:22:p:6430-:d:287376
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    References listed on IDEAS

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    3. 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.
    4. Moein Abdolmohamad Sagha & Nader Seyyedamiri & Pantea Foroudi & Morteza Akbari, 2022. "The One Thing You Need to Change Is Emotions: The Effect of Multi-Sensory Marketing on Consumer Behavior," Sustainability, MDPI, vol. 14(4), pages 1-18, February.
    5. Gloria Jiménez-Marín & María del Mar Ramírez Alvarado & Cristina González-Oñate, 2022. "Application of Sensory Marketing Techniques at Marengo, a Small Sustainable Men’s Fashion Store in Spain: Based on the Hulten, Broweus and van Dijk Model," Sustainability, MDPI, vol. 14(19), pages 1-17, October.
    6. Gloria Jiménez-Marín & Rodrigo Elías Zambrano & Araceli Galiano-Coronil & Rafael Ravina-Ripoll, 2021. "Business and Energy Efficiency in the Age of Industry 4.0: The Hulten, Broweus and Van Dijk Sensory Marketing Model Applied to Spanish Textile Stores during the COVID-19 Crisis," Energies, MDPI, vol. 14(7), pages 1-10, April.

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