Towards Sensory Marketing: Impact of Multi-Sensory Cues on Consumer Buying Behavior Mediated by Emotional Response and Moderated by Store Environment Attributes

The idea of how sensory cues impact consumers’ buying behavior towards bakery products has received little consideration in the past. However, there is little research related to how emotional state mediates the relationship between sensory cues and consumer buying behavior. This study aims to find out the impact of sensory cues on the buying behavior of consumers in retail settings. This study will help retail store managers make effective decisions related to choosing and applying sensory cues and selecting appropriate retail store attributes to create a unique shopping experience. To explain the relationship between the sensory cues and the buying behavior of consumers, the mediating variable Emotional State is used, and Store Environment Attributes is used as a moderating variable. Data is collected through a questionnaire from 200 bakery store customers using a convenience sampling technique from 2 cities: Faisalabad and Jhang, Punjab, Pakistan. For the analysis of the collected data, Partial Least Squares Structural Equation Modeling (PLS-SEM) is applied as the research is exploratory. Our findings provide a new understanding that both sensory cues and retail store attributes are necessary for positive buying behaviour of the customers. The study provides evidence to the retailers that to lead the customers toward positive buying behavior through sensory cues, they must put focus on their emotional state.