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SENSORY MARKETING STRATEGIES AND CUSTOMER
LOYALTY
AN EMPIRICAL STUDY ON FAST FOOD FRANCHISE
INDUSTRY IN SRI LANKA
Dissabandara D.R.
Student of Doctor of Business Administration (DBA)
Faculty of Commerce and Management Studies
University of Kelaniya, Sri Lanka
+94775009256
ranjan@fincoengineering.com
ABSTRACT:
To remain in customers mind and to become the first choice marketers need to identify new
marketing strategies. Sensory marketing is one such emerging technique that integrates the
five human senses and creates a total experience that the customer remembers. With today’s
high competition, marketers are adopting various strategies to win the hearts and retain their
customers. This paper is an attempt to understand impact of sensory marketing on consumer
perception and brand loyalty.
The researcher intends to explore as to how sensory marketing could be used to build brand
loyalty and strengthen customer retention. Not many studies have been carried out in sensory
marketing and researcher intends to develop a model that explains how sensory stimulation
influences intentions to purchase and improve brand Loyalty.
The empirical validation of the model will be conducted by carrying out a survey in Branded
Fast food franchise restaurant namely McDonalds in Srilanka.,with the intention of
broadening the research scope to many similar fast food chains in future research work. A
questionnaire developed by the researcher, will be used to collect data from 250 respondents.
Five hypotheses are developed and will be tested to ascertain with evidence whether the
Sensory elements have strong correlation with improved perception in the minds of the
customers and brand loyalty.
KEY WORDS: BRAND LOYALTY, GUSTATIVE MARKETING, OLFACTORY MARKETING,
SENSORY ELEMENTS, SENSORY MARKETING, SONOROUS MARKETING, TACTILE
MARKETING, VISUAL MARKETING.