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The impact of sensory marketing on consumer purchasing patterns in food outlets in Morocco
(İstanbul Ticaret Üniversitesi, 2022) Zahri, Soukaina; Yıldırım, Figen
This study aims to examine the effect of sensory marketing on customer buying decisions, customer patronage, customer satisfaction and customer loyalty in the context of Food Outlets in Morocco. 588 regular customers of 2 famous food outlets in Morocco ( KFC and Mcdonalds) were used as respondent, and a well-structured questionnaire was used to get the answers from the respondents. The five study-proposed hypotheses were tested for significance using multiple regression. The results show that sensory marketing influences the consumer purchasing patterns significantly, and has a positive effect on customer patronage, consumer positive decision making, consumer satisfaction and customer loyalty. Based on these results, it is recommended that marketing efforts and campaigns by food outlets should focus on appealing to all of their customers’ senses to maximize the brand image, profits and customer loyalty.