A

MARKET SURVEY REPORT ON

“CUSTOMER BUYING BEHAVIOUR AND THE

SENSORY MARKETING ROLE”

Submitted in partial fulfillment of the requirement for the award

of degree of

BACHELOR OF COMMERECE (GENERAL)

SESSION (2023-2024)

SUBMITTED TO: - SUBMITTED BY: -

Ms. Jyoti Name: Fiza Parvez

(Asst. Professor) Class: B.com 5th Semester

Roll No: 21024024

IFTM UNIVERSITY, MORADABAD

 STUDENT’S DECLARATION

I Roll No. is a full-time bona

fide student of IFTM University, Moradabad. I hereby certify that this field project

work carried out by me and the report submitted in partial fulfillment of the

requirements of the programme is an original work of mine under the guidance of the

faculty mentor and is not based or reproduced from any

existing work of any other person or on any earlier work undertaken at any other time

or for any other purpose, and has not been submitted anywhere else at any time.

(Student's Signature)

Date: _

(Faculty Mentor's Signature)

Date: _

i
 ACKNOWLEDGEMENT

It is my pleasure to be indebted to various people, who directly or indirectly

contributed in the development of this work and who influenced my thinking, behavior,
and acts during the course of study and I would like to thank the almighty.

I am thankful to Prof. Nisha Agarwal, Director, School of Business

Management for her guidance, support, and motivation provided to me to complete
this work.

I also extend my sincere appreciation to Ms. Jyoti who provided his / her
valuable suggestions and precious time in accomplishing my project report.

Lastly, I would like to thank my parents for their moral support and my friends
with whom I shared my day-to-day experiences and received suggestions that improved
the quality of my work.

Fiza Parvez

ii
 TABLE OF CONTENTS

Sr. No. CONTENTS Page No.

1. INTRODUCTION 1-5

2. OBJECTIVE OF THE STUDY 6-6

3. RESEARCH QUESTIONS 7-7

4. SCOPE OF THE STUDY 8-8

5. LITERATURE REVIEW 9-13

6. RESEARCH METHODOLOGY 14-15

7. DATA ANALYSIS 16-25

8. RESULTs AND FINDINGS 26-26

9. CONCLUSION 27-28

10. LIMITATIONS OF THE STUDY 29-29

11. SUGGESTIONS AND RECOMMENDATIONS 30-30

12. REFERENCES 31-32

iii
 CHAPTER – 1
INTRODUCTION

Feelings impact on varied parameters like priority and choice of retail promoting, store
files, the time spent within the store, looking satisfaction, satisfaction with a product or
service, pleasure seeking and consumptionoriented looking, shopper higher cognitive
process vogue and also the want and also the rate of interest of the client. several
shoppers used the merchandise primarily based within the feeling and feeling that
product create on them. Feelings impact on varied parameters like priority and choice of
retail promoting, store files, the time spent within the store, looking satisfaction,
satisfaction with a product or service, pleasure seeking and consumption-oriented
looking, shopper decision-making designs and also the want and interest rates of the
buyer. Purpose of Sensory promoting is to send messages to the correct hemisphere of
the brain, stimulation of the buyer senses, and eventually making a bond between client
and merchandise and causing induce him to buy. five senses play key role at human life
and consistent with ever-growing increase of brands, additional application of senses for
establishing whole has nice importance. Sensory brands assist to unravel promotional
material issues that produce a robust sensory relationship with customers. Sensory
stigmatisation has appropriate influence on effective promoting communication in future.
The task of sensory marketing is to persuade consumers to give preference to buy
products and services among others. In order to manage that five senses are used. This
type of marketing is based on requirements of consumers. Customer's loyalty influenced
by their experience has a big role (Hultén et al., 2009). Terms taste, touch and sight have
been a part of marketing area for longer time, but term sensory marketing has appeared
primarily after application of other senses (smell and hearing). According to this, we can
define term sensory marketing as relatively young sphere of marketing, because using
these tools appeared on European and international market at the turn of 20th century
(Martínez, 2007).
Krishna (2012) defines sensory marketing as a type of marketing whose main task is to
connect senses and influence consumers' perception, judgement and behaviour (Hultén,
2011). Sensory marketing deals with creating atmosphere in stores. Its aims are five
senses – visual, auditory, tactile, olfactive and gustative. Its task is to have an indirect
impact on consumers' senses and arouse emotions which may influence them (Lee and O'

4
Mahony, 2005).
Visual marketing is based on visual sense. It is a special kind of marketing, because
application of its particular parts is complicated. Sight belongs to the most used sense
among the others (Chingching, 2001). Auditory marketing belongs to later forms of
marketing. Gradually, it is becoming an integral part of our daily routine – shopping. As
emerged from marketing researches, music in stores has an impact on time spent in
stores and also on the amount of money spent. From the psychological point of view, the
consumers are influencable by music. If customers listen to music they like while
shopping, they are willing to spend more money (McLeod, 2014). Tactile marketing is
based on touch, by means of which the customer familiarizes with a product and its
functual characteristics. Touch is a very significant sense for shopping because there are
many products where it is important to touch them. Touch itself is influenced not
only by shape and structure of package, but also by its graphical aspect (Wright et al.,
2013; Mokrý et al., 2016).
Olfactory marketing – a scent in stores as a marketing tool is used since time
immemorial. People are able to recognize more than four thousand scents. As mentioned
above, it is necessary to approach this marketing with sense and reason (Winer, 2009).
Gustatory marketing – taste is considered to be one of the most oblivious senses, which
human is capable to perceive. Taste is related to other senses and their combination
creates final gustatory experience, e. g. taste and smell, taste and sound (Chylinski,
2011).
The above mentioned five senses serve to enable people processing perceived
information by means of sense organs. When hearing the term sense organs we recall
five basic senses: sight, olfactory sense, gustatory sense, auditory sense and tactile
sense. On one hand, it is logical that people use these senses in shopping process to gain
necessary information in order to make right decision. On the other hand, naturally, the
same applies to the sellers (Lindstrom, 2006; Krishna, 2013).
Consumer perceives the setting of a store through all of senses. This perception can be
defined as a process on the basis of which people organise, select and gain information
from the surrounding (Berčík et al., 2016).
Consumer's behaviour is behaviour of an individual, groups or organisations on the
market of products and services where the main aim is to satisfy their needs (Nagyová,
Berčík and Horská, 2014; Kozelová et al., 2011). This term also includes also usage, sale
and purchase of products and services (Perner, 2016; Swait and Adamowicz, 2001).

5
 Nagyová (2012) claims that decision-making of consumers on the food market is
influenced by trends in food industry and also by eating habits and consumers' relations
(Plassmann et al., 2007; Strack et al., 2006). Decisions made by consumers might be
influenced by other factors as well, e.g. price, brand, country of origin or choice of shop
(Kapsdorferová, 2008; Soars, 2009). Lately, country of origin is coming to fore as one of
the main factors which influences consumers when buying food. This was confirmed
also in document by Kubelaková and Šugrová (2017). Among factors which influence
consumers belong their preferences though which they make decisions (Guziy, Šedík and
Horská, 2017). Preferences are different with each consumer. It was found out that there
are some specific differences in consumers' behaviour on the basis of sense preferences
of men and women (Bruwer et al., 2011). According to researches, women are more
impulsive shoppers. This fact is caused by failure of self-control which leads to rash
shopping.

6
 CHAPTER – 2
OBJECTIVE OF THE STUDY
Purpose of Sensory marketing is to send messages to the proper hemisphere of the brain,
stimulation of the patron senses, and at last making a bond between client and products
and causation induce him to get. the aim of this paper is to gift the multi-sensory brand-
experience thought in regard to the human mind and senses. the most purpose of sensory
ways is to facilitate the multi-sensory brand-experience expressed through suggests that
as sensors, sensations, and sensory expressions in regard to the 5 human senses.
● To live the importance for the customers of the varied attributes for the definition of a
product (i.e. The formulation, the whole or the kind of packing).
● To live the several utilities of the amount taken by a given attribute for the customers.
the extent of associate degree attribute is either a degree of intensity or associate degree
choice.
● To describe and quantify the prospect customers for a given product.
● To confirm the characteristics of a perfect product for a gaggle of customers.

7
 CHAPTER-3
RESEARCH QUESTIONS

 What are the key factors influencing consumer buying behaviour in the current
market?
 How do consumers evaluate and make decisions when purchasing products or
services?
 What sensory marketing strategies have proven to be most effective in
influencing consumer buying decisions?
 How do different demographic groups respond to various sensory marketing
techniques?
 How does product packaging and design influence consumers' sensory
experiences and consequently, their purchasing decisions?

8
 CHAPTER-4
SCOPE AND IMPORTANCE OF THE STUDY
SCOPE
 Holistic Understanding: Studying customer buying behaviour and sensory
marketing provides a holistic understanding of consumer preferences and
decision-making processes.
 Customized Marketing: Enables businesses to customize marketing efforts based
on consumer behaviour and sensory preferences.
 Innovation and Adaptation: Encourages innovation by identifying gaps and
opportunities in the market. Businesses can adapt to changing consumer trends
and preferences more effectively.
 Helps in maximizing return on investment by directing resources towards
strategies that resonate with the target audience.

IMPORTANCE
 Businesses that continuously study and adapt to customer behavior and sensory
preferences are more likely to achieve long-term success and sustainability.
 In conclusion, the study of customer buying behavior and the role of sensory
marketing is instrumental for businesses aiming to thrive in a competitive market.
It provides valuable insights that can shape product development, marketing
strategies, and overall business success.

9
 CHAPTER-5
LITERATURE REVIEW
Sensory marketing Sensory selling is often outlined as a bunch of key levers that square
measure controlled by the producer and/or by the distributor to make a particular multi-
sensory atmosphere round the product or the service either by that specialize in sale
outlet surroundings of product surroundings, and therefore the communication of
characteristics of the merchandise itself. Sensory selling that is one in every of the
comprising ways is; a selling technique that aims to seduce the patron by victimisation
his senses to influence his feelings and behaviour. In sensory selling, with varied stimuli
that square measure sent to 5 senses, consumer's emotional and activity orientations
square measure studied to be affected. During this study, the role of senses in client
perception, the link between senses and selling square measure mentioned, followed by
sensory selling practices of firms and the way shoppers square measure affected from
these practices and their responses square measure analysed.
The relevance of e-commerce and its existence in both developed and developing nations
is highlighted by Khoo, Ahmi, and Saad (2018). The pre-ecommerce period and post-
ecommerce era had a huge influence on countries as they became more globalized and
technologically evolved. While internet access has played a significant role around the
world, the unequal spread of the internet has resulted in various discrepancies among e-
commerce users around the world. Because of the ease with which customers may use
the internet, they are fully aware of the many e-commerce options available. Non-
developed nations, on the other hand, struggled to establish a foothold in e-commerce,
resulting in lower consumer demand in areas where the internet was not readily
available. The emergence of e-commerce has provided chances for most developed
nations to embrace these businesses in order to improve the efficiency of the online retail
industry, resulting in improved economic growth. At the same time, the problem of
successful e-commerce in developing nations is a source of worry.
Wadhawan and Arya (2020) explored the growth and sustainability of e-commerce in
emerging nations like India. In India, internet penetration and smartphone sales were
increasing, making e-commerce a more popular industry during the last several decades.
In recent years, ecommerce has become a popular business model; nevertheless, the
restricted scope of product diversity and uniformity of e-commerce sales have slowed the

10
rate of e-commerce development. Despite the fact that product variety is becoming
obsolete, branded items are gaining a lot of attention among the general public, and the e-
commerce industries are assuring that their purchasing is a cost-effective method with
the priority that after-sales services and product quality are guaranteed. As a result, the
growth of e-commerce is shifting from a nonbranded product to a branded product with
more standardization, and it is influenced by a number of factors, including cashless
digital transactions, increased B2B e-commerce services, provision for access in local
languages, which makes it easier for all consumers to engage in online shopping, growth
of consumers in non-metro cities, and increased investments by big retail brands in
logistics, wholesale retail, and market share. In her study, Erenkol (2015) stated that
sensory marketing is a novel marketing strategy that has altered the old marketing
method. The goal of the research was to better understand the function of the five senses,
customer perception, and the connection between senses and marketing tactics.
According to several studies, organisations who use sensory marketing tactics to promote
their products have been effective in marketing by engaging with customers not just as a
means of selling things but also as a means of forming an emotional bond.
Because of their continual sensory adoption strategy, firms like Samsung, Mercedes, and
Singapore Airlines have strong brand value as a result of these relationships formed by
corporations adopting sensory techniques. The study identifies a number of responses
that customers have when sensory marketing tactics are used correctly, including
emotional, behavioral, and cognitive responses. These are some of the characteristics that
are elicited in order to persuade customers to buy a certain brand. As a result, the study
concludes that using sensory marketing on consumers awakens their sensations and
feelings, resulting in an increase in their purchasing behaviour. The proper application of
these tactics will assist businesses in persuading customers to repurchase items and to
form a bond with the brand.
Modern marketing strategies, according to Petit, Velasco, and Spence (2018), have
provided massive exposure to online platforms, where customers are increasingly
purchasing (e.g., clothing, food) and consuming (e.g., courses, movies) online. During
in-store or physical purchasing or shopping, organisations have ample opportunities to
use a multi-sensory approach, whereas online shopping or digital contexts involve
limited sensory strategies that focus primarily on visuals and, in some cases, auditory,
with haptics, gustatory, and olfaction receiving the least attention or having yet to be
adopted by the general public. Appealing to the Visuals and auditory senses are the key

11
sensory techniques used by e-commerce platforms to entice customers to buy items and
services. The proliferation of e-commerce platforms has caused fierce competition in the
industry, prompting some businesses to implement techniques that not only raise sales
but also emotionally engage customers, encouraging them to stay connected to the
platform and return frequently. However, sensory interfaces, e.g., augmented reality,
touch displays with a variety of virtual objects, are rapidly evolving into a more
advanced form of internet shopping. Consumer involvement with internet is increasing as
a result of recent advancements in human-computer interactions, resulting in a sense of
emotional connection. Future study will show how additional sensations, such as haptics,
gustatory, and perhaps olfaction, may be successfully integrated. The proliferation of e-
commerce platforms has caused fierce competition in the industry, prompting some
businesses to implement techniques that not only raise sales but also emotionally engage
customers, encouraging them to stay connected to the platform and return frequently.
However, sensory interfaces, e.g., augmented reality, touch displays with a variety of
virtual objects, are rapidly evolving into a more advanced form of internet shopping.
Consumer involvement with internet is increasing as a result of recent advancements in
human-computer interactions, resulting in a sense of emotional connection. Future
studies will show how additional sensations, such as haptics, gustatory, and perhaps
olfaction, may be successfully integrated. Cuong, 2020 wanted to know how brand
identity and trust affect brand commitment and loyalty in shopping malls. A brand is a
way of describing the quality of a product or service. The unique brand for a product or
service has a big impact on current customers. These brands have developed certain
beneficial qualities that cause customers to become hooked to the brand and prefer to buy
it again and again. The author describes various tests that resulted in consumer brand
recognition. Events such as promotions, discounts, and free samples have all persuaded
customers to identify certain items on a regular basis. These marketers are continually
active in instilling the brand name in the minds of consumers and boosting the recall
level of brand identifications as a result of their actions.
Rizvi, Memon, and Dahri, (2020) in their study discussed consumer emotional
confidence rises only when they have a consistent positive brand experience, which
includes everything from product reviews to price, purchase, performance, after-sales
services, and satisfaction. All of these factors make a consumer feel good about the
product, which leads to a favourable perception or confidence in it.
The importance of the five senses in the Sensory Marketing Sensory Marketing, as a

12
marketing -oriented experience, is one of the innovative solutions that give the consumer
opportunities to percept and experience the product and services. Touching, tasting,
hearing, smelling and seeing a product plays an important role in our understanding.
Perception of these roles has a valuable advantage in the market today. These senses are
image of our daily lives, and by using them we satisfy our needs and desires.
Sight in Sensory Marketing: Sight is dominant sensory system and therefore the
strongest sense employed in selling. over eightieth of the business and looking
communications area unit done through the sight sense. it's conjointly important to notice
that customers, while not access to alternative data, completely or negatively, area unit
tormented by the sight stimuli and additionally to being attracted by them, they show
emotional response. Sight is that the most relied upon and necessary sense for many
humans and infrequently drives a primary impression. For this reason, inventive
administrators have long worked to form pictures, messages, and calls to action that area
unit appealing and simply understood.
Smell in Sensory Marketing: The sense of smell involves forty fifth
communication with the complete and is incredibly on the brink of our emotions and
behaviour and its nice influence on our behaviour. Also, smell and odour considerably
impact on perceptions of product quality and setting. Increasing attention to mistreatment
the odour permits the sellers to appear at mistreatment odour strategically within the
competitive setting.
Hearing in Sensory Marketing: Human ears are able to diagnose minimum
sixteen to 28000 cycles per seconds. Most corporations are utterly aware that sound is
considered strategy for up identity and image of a whole. If sound is consciously applied,
company has nice opportunities for making a sound to tell apart its whole. Sound
influences on our judgments and comments in respect to product and repair that we tend
to shall purchase, if truth be told sound influences on behaviour and habit of purchase.
Touching in Sensory Marketing: Touch is that the largest sensory organ of the
body and its image of physical contact through the skin. bit sense related to whole
building has twenty fifth share. By touching the merchandise, client behaviour and
looking perspective is absolutely affected. Coca-Cola bottle because of its delicate curves
creates pleasant feeling for holding it in hand of shoppers. Special style of Coca-Cola
bottle is so even its utterly recognized once touching it at complete darkness. Nearly
fifty-nine of shoppers value more highly to drink Coca-Cola at intervals its glass bottle

13
instead of plastic bottle i.e. sense of touching is incredibly necessary.
Taste in Sensory Marketing: Flavors related to complete building has thirty-one the
share. In things wherever there's fierce competition among the marketers of food
merchandise, mistreatment AN intuitive expression of fine style is an efficient thanks to
influence client behaviour. style of Colgate dentifrice is outstanding rather like Bang and
Oleson device machine, digital sound of Intel and white and red colour of Coca-Cola. a
standard purpose for all of those completes is getting into third side of five senses to
brand.
Repurchase intention: “The subjective likelihood that a client can still purchase a
product from identical online seller” or shopping for product/services once more from
same company". the bulk of consumers’ purchases area unit potential repeat purchases.
Customers purchase similar product repeatedly from similar sellers, and most purchases
represent a series of events instead of one isolated event. Retention is another common
term for repurchase that is considered to be one among the foremost necessary variables
in relationship selling. Overall, researchers agree that once shopper’s area unit fully
happy, they're less seemingly to modify. Therefore, satisfaction is one among the
necessary parts in making shopper loyalty.
Satisfaction: client satisfaction is outlined as a mensuration that determines however
happy customers area unit with a company’s product, services, and capabilities. client
satisfaction data, as well as surveys and ratings, will facilitate a corporation confirm a
way to best improve or changes its product and services. AN organization’s main focus
should be to satisfy its customers. this is applicable to industrial corporations, retail and
wholesale businesses, government bodies, service firms, non - profit organizations, and
each subgroup at intervals a company.
Positive WOM: Positive WOM is to produce data for shoppers that highlights the
strengths of a product or service and encourages shoppers to adopt a product or service.
an excellent deal of analysis finds that word of mouth is simpler than different kinds of
selling. whether or not compared to ancient advertising, media mentions, or promotional
events, word of mouth is additional helpful in making new users and customers. Indeed,
McKinsey suggests that “word of mouth generates quite doubly the sales of paid
advertising in classes as numerous as attention and mobile phones.” we tend to trust our
friends quite we tend to trust ads. Ads continually say the merchandise is nice.

14
 CHAPTER-6
RESEARCH METHODOLOGY
This research is based on desk research methodology and non-empirical research.
This research includes literature review, conceptual article and author’s subjective
opinion. This research contributes to the proper understanding of sensory marketing
and how does it affect the consumer buying behaviour. This research paper is
important in order to know the benefits of the sensory marketing in the market.
Research methodology is an efficient method to tackle research issues. It provides
ways and means to solve research problems.
Sources of Data
For the study both primary and secondary data are utilized. Primary data was
gathered with the assistance of organized survey managed to chosen individuals
who have Facebook account. Secondary data was gathered from websites, journals,
and so on.
Sample Design
 Population: Population taken for the study is individuals who are having
Facebook account in and around Trivandrum area.
 Sample size: The sample size taken for the study is 100 people who are
having Facebook account.
 Sampling method: The procedure used for the selection of samples was
convenience sampling.
Tools for data analysis and representation: For the analysis of data, percentage
analysis and chi-square were utilized. The main tools used for data presentation are
tables and charts.

Methodology
Questionnaire method was used to identify the variables discuss in the paper. 100
questionnaire were attributed out of which 80 were selected to be used for the study as
some questionnaire were not filed completely while some were not returned by the
respondents. SPSS software was used to obtain results from the questionnaire and
obtain quantities data.

15
 CHAPTER-7
DATA ANALYSIS
Data were gained from 312 respondents and bigger part consisted of women (51%). Each
age interval reached nearly same number (%) of respondents. The highest educational
status (high school with leaving examination) has 35% of respondents. The economical
status Student was marked by most respondents (47%) and second biggest group were
retired people (32%).
Monthly income of respondents ranged in large range (Figure 1). From the graph we can
see that most of respondents claimed that their monthly income is from 301 € to 500 €.
Another most marked group was income from 101 € to 300 € (27%). Those results were
expected because questionnaire research was aimed on all three existential generations.
Interesting fact is that income above 1,001 € and more is maintained by only two
percents of our research. Regarding the permanent residence, 56% of respondents stated
that they live in a village, whereas other 44% live in a city.

7% 2%
9% 23%

32% 27%

up to 100 101 - 300

301 - 500 501 - 700

701 - 1,000 1,001 and more

Figure 1 Monthly income of the responden

16
 194

135
120
105
90
75
60
45 52
30
15 35
0
19
12

Figure 2 The most affected sense when buying food.

Another question was aimed on sense which often influences respondent the most while
purchasing. Sight was on the first place (62%). Gustative sense was on the second place
with 17%, then olfactory sense and on the last place hearing (Figure 2). Based on
above mentioned and also on research Dílči výsledky výzkumu GA 402/02/0152
(Koudelka, 2008) we may claim that sight is the most significant sense among other
senses which influence consumer in his shopping decision-making (Hultén, 2012; Bloch,
2008).
Statistical observation on set assumption was realized on the basis of these factors –
whether there is relation between sex of respondent and the most used sense when
shopping.
H0: There is no the dependence between sex of respondent and the most used sense
when shopping.
H1: There is the dependence between sex of respondent and the most used sense when
shopping.

17
In order to verify this relation we use in pivot tables p-value of Pearson Chi-kvadrat
goodness-of-fit test and significance level:

p-value = 0.4007 >α = 0.05

We accept null hypothesis and we claim that with 95% reliability there is the
dependence between sex of respondent and the most used sense when shopping. Based
on results of Pearson Chi-kvadrat goodness-of-fit test we consider our assumption to be
correct.
Following question dealt with irrational behavior which is realized by consumer (Figure
3). We asked whether they bought some food only on the basis of senses. Most of
respondents answered positively, concretely 79%.

18
140 111

120

100

80
41
60
25
40

20

yes no
men women

Figure 3 Comparison of women and men.

54
60

50

40
29 29 28
28
25
30 22 21
19
20

10

0
6 - 18 years 19 - 64 years 65 years and
over
color material shop appearance

Figure 4 Comparing visual facts on generations.

19
Research held by Dunning (2007) also confirmed that most of consumers behave
irrationally. Comparison among sexes showed that 84% of women and 73% of men
purchased food because of sense perception.
Next we evaluated basic senses of respodent's perception. Questions referred to factors
which affect purchase decision-making. We aimed on all five senses, so all of them were
evaluated in questionnaire research.
On the basis of visual evaluation we can say that respondents took notice of
colourfulness of particular food – their surface or packaging (34%). Similar visual
character was researched in document by Mueller and Szolnoki (2010). Furthermore
they take notice of design of packaging. This fact was marked by 26% of asked people.
On the third place was shop. It was marked by 22% of respondents. Figure 4 shows
comparison of generation differences through visual factor.
All three generation groups have the same visual factor same, there is only change in
multiplicity. Young generation prefer colour (50%). Secondly, they notice design of a
store and its cleanliness (27%), another factor is material (23%). Regarding middle
generation are visual preferences follows: on the first place is material (39%), on the
second is colour (31%) and thirdly it is design (30%). Elder generation first takes notice
of material (37%), then colours (38%) and finally design (25%). We can claim that
existence of differences is clear, whether it is connected to particular sexes or
consumers themselves. According to authors Bruwer, Saliba and Miller (2011) we
claim that there is existence of individual differences among particular consumers and
their shopping performance.
One of visual factors of this study is colour. We aimed on colour captivation in store.
Most respondents marked red (39%), then yellow (20%) and green (15%).

20
 men women
100
81 83
80

60
47
41
40
20 22
20 10 8

Figure 5 Comparison sound factor.

120

100

80

60

40

20

6 - 18 years 19 - 64 years 65 years and

over
material teperature

21
colours were more or less expected because red colour calls for activity and attracts
attention of buyers. This colour is used to signalise sales or discounts. Yellow colour is
colour of gold and it expresses energy and joy. Combination of these two colours (red
and yellow) is mostly visible in chain stores. "Green" bio food is coming to fore lately.
They are marked by green colour. This colour symbolises nature, environment, activity
and it has calming effect (Chu and Rahman, 2012). Research studies claim that
consumer is probably by more than 78% capable to remember word or phrase, which is
printed colourfully, because it activates the right hemisphere of brain and printed word
(text) activates the left hemisphere of brain (Aprilianty et al., 2016).
Statistical observation on set assumption: whether there is not relation between colour of
product and sex of respondent.
H0: There is no the dependence between colour of product and sex of respondent.
H1: There is the dependence between colour of product and sex of respondent.
This relation we will use p-value in pivot tables from Pearson Chi-kvadrat goodness-of-
fit test and significance level:
p-value = 0.7090 >α = 0.05
We accept null hypothesis and claim that with 95% reliability there is the dependence
between colour of product and sex of respondent. From the results of Pearson Chi-
kvadrat goodness-of-fit test we consider our assumption to be correct.
Furthermore, the research was aimed on sound factors which affect consumers while
shopping. More than half of respondents (53%) stated that they are affected by radio
music while shopping. 28% of respondents stated that it is typical music for a particular
shop. On the third place was natural sound of a store (13%) and on the last were shop-
related sounds (6%). According to research it is clear that all three generations are
affected by music broadcast by radio. In Figure 5 we can see that the same fact was
confirmed in comparison of men and women.

22
 22%

46%

32%

pastry fruit vegetables

Figure 7 Sections where the smell is perceived the most.

60 60

60 53
51
47
50
41
40

30

20

10

tasting in samples free quality ofstore of

charge goods
men women

Figure 8 Comparison of taste factor.

23
28% of respondents stated that it is typical music for a particular shop. On the third place
was natural sound of a store (13%) and on the last were shop- related sounds (6%).
According to research it is clear that all three generations are affected by music
broadcast by radio. In Figure 5 we can see that the same fact was confirmed in
comparison of men and women.
In accordance to above mentioned factors we realised statistical observation on set
assumption – whether there is connection between sound factor and sex of respondent.

H0: There is no the dependence between sound factor and sex of respondent.

H1: There is the dependence between sound factor and sex of respondent.

To verify this relation we will use p-value in pivot tables from Pearson Chi-kvadrat
goodness-of-fit test and significance level:
p-value = 0.9086 >α = 0.05
We accept null hypothesis and claim that with 95% reliability there is the dependence
between sound factor and sex of respondent. According to results of Pearson Chi-
kvadrat goodness-of-fit test we consider our assumption to be correct.
Touch was another sense observed. From the research it is clear that 76% of
respondents takes notice of product material via touch, i.e. packaging and surface
treatment. 24% of respondents stated that they are affected by temperature in a store
when choosing food. Based on generation comparison among particular groups of
respondents we can claim that all generations take more notice of packaging material
(Figure 6).
Due to results displayed in the graph we can say that the older the person the more
attention he pays to temperature of a store. This is confirmed by fact that person
becomes smarter consumer throughout his life.
The most affected olfactory factor is natural smell of store marked by 82% of
respondents. Artificially created smell was marked by only 18% of respondents. We also
asked in which part of store smell was the most intensive (Figure 7).

24
 49
50
42 41

40 36
33
28 30 26
27
30

20

10

6 - 18 years 19 - 64 years 65 years and

tasting in store over samples free
of charge
quality of goods

Figure 9 Comparison of taste factor.

3%
24%
21%

52%

supermarkets and hypermarketssmall food

with mixed goods specialized stores
convenience Stores

Figure 10 Shops.

25
From the facts mentioned above it is clear that the smell is most intense in pastry
department, then in fruit and vegetables department. Olfactory factor was used in spices
department, meat and dairy products department.
The last sense evaluated was gustatory sense. The most affecting factor were free
samples marked by 36% of respondents, secondly the quality of product (35%) followed
by degustation of food (29%). On the basis of comparison of both sexes (Figure 8) we
can say that women were more affected by quality of products whereas men were by free
samples.
To be more transparent, we decided to compare this question on the basis of generation
differences. Figure 9 states differences of gustatory factor.
Graph shows that young and middle generations prefer quality of product, while elder
generation is affected by free samples the most.
Last category of questionnaire questions concerns shopping it self. We asked how often
respondents buy convenience food, e.g. bread, butter, milk, etc. More than half of
respondents' (58%) answer was daily. 16% of respondents stated that they do shopping
once a week and 13 % stated that they do shopping once within three or four days.
Application of statistical research assumption – whether there is relation between
gustatory factor and sex of respondent.

H0: There is no the dependence between gustatory factor and sex of respondent.

H1: There is the dependence between gustatory factor and sex of respondent.

To verify this relation we will use p-value in pivot tables from Pearson Chi-kvadrat
goodness-to-fit test and significance level:
p-value = 0.7130 >α = 0.05
We accept null hypothesis and claim that with 95% reliability there is the dependence
between gustatory factor and sex of a respondent. According to results of Pearson Chi-
kvadrat goodness-to-fit test we consider our assumption to be correct.
Following question dealt with in which time horizon of day consumers do shopping.
Most of them answered (63%) that they perform this activity in the morning. Secondly,
it was performed in the evening (16%). These results were expected – young and middle
generations mostly do shopping before work/school or after work/school.
The penultimate question was aimed on stores. According to Figure 9 it is clear that

26
most of respondents prefer shopping in general merchandise stores (52%). Secondly,
supermarkets and hypermarkets (24%), then specialised stores (21%), like butcher's,
chemist's, stationery.
Convenience store was on the last place. This kind of stores is slowly disappearing
because of growth of supermarkets and hypermarkets. Due to their opening hours and
broad sortiment of supermarkets and hypermarkets convenience stores have no chance.
Statistical observation on set assumption – whether there is no relation between time
horizon of day when doing shopping and sex of respondent.

H0: There is no the dependence between time horizon of day when doing shopping and
sex of respondent.

H1: There is the dependence between time horizon of day when doing shopping and sex
of respondent.

To verify this relation we will use p-value in pivot tables from Pearson Chi-kvadrat
goodness-to-fit test and significance level:
p-value = 0.5063 >α = 0.05
We accept null hypothesis and claim that with 95% reliability there is the dependence
between time horizon of day when doing shopping and sex of respondent. From the
results of Pearson Chi-kvadrat goodness-to-fit test we consider our assumption to be
correct.
Last question was aimed on average of money respondents spend in a week for
convenience food only,
e.g. bread, milk, butter, etc. (Figure 10).
According to research, 46% of respondents is willing to spend from 51 € to 101 €, next
interval was up to 50 € and third was from 101 € to 150 €. Only 2% of respondents spend
on convenience food from 251 € and more.

27
 CHAPTER-7
CONCLUSION
Based on research, it was confirmed that most consumers behave irrationally when doing
shopping. According to submitted document it is clear that 246 respondents (79%)
behaved irrationally, that means they purchased food based on perception of particular
senseSight is the most important sense from all of senses, which influences consumer.
Second sense is gustatory sense (17%), followed by olfactory sense. The least used sense
is hearing.
Colour and material of surface of particular packaging of visual factors influences
consumers. Colours that attract attention the most are red, yellow and green. The most
affected auditory factor marked by consumers is radio music. Touch is affected the most
by material of particular products. Olfactory sense is affected by natural smell.
Respondents marked that the most perceived smell is smell in these departments: pastry,
fruit, vegetables, spices. Gustatory senses are affected most by free samples.
Young generation has different sense perception than elder generation. Their purchasing
habits are different. According to research it was confirmed that elder generation does
shopping more often than young and middle generation. Elder people do shopping rather
in the morning, middle generation prefer to do shopping later in the evening.
According to generation comparison of respondents we claim that they perceive their
surrounding through sense differently so they also perceive impact of sensory marketing
differently.

28
 CHAPTER-8
LIMITATIONS OF THE STUDY
 The data is based on opinion of individuals which may bring some bias.
 Respondents are always busy with their work and thus the data collection was a
difficult task.
 Non-availability of time is one of the major limitations of the study.
 This study focuses on the effect of consumer behaviour from sensory marketing
only, thus other factors that could change behaviour of customer are not discuss
in the study.

29
 CHAPTER-9
SUGGESTIONS AND RECOMMENDATIONS
 Use visually appealing displays and packaging to attract customers' attention.
Implement cohesive and aesthetically pleasing store layouts and designs. Consider
the background music in your store, as it can influence the mood of customers. Use
pleasant sounds or music to create a positive and enjoyable shopping environment.
 Ensure that any audio elements align with the brand image and target demographic.
Encourage customers to interact with products through touch and feel.
 Ensure that the texture of materials used in packaging and displays aligns with the
brand and product image. Consider providing samples or testers to allow customers
to experience the product physically.
 Create a cohesive and consistent sensory experience across all touchpoints, from
online platforms to physical stores. Develop a multisensory brand identity that
resonates with your target audience.

30
 REFERENCES/ BIBILOGRAPHY
[1] Aprilianty, F., Purwanegara, M. S., Suprijanto. 2016. Effects of colour towards
underwear choice based on electroencephalography. Australasian marketing journal,
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[2] Baumeister, F. R. 2002. Yielding to temptation: Self- Control failure, impulsive
purchasing, and consumer behavior. Journal of consumer research, vol. 28, no. 4, p.
670-676.
[3] Berčík, J., Palúchová, J., Vietoris, V., Horská, E. 2016. Placing of aroma compounds
by food sales promotion in chosen services business. Potravinarstvo, vol. 10, no. 1, p.
672-679.
[4] Bloch, M. 2008. Truth and sight: generalizing without universalizing. Journal of the
royal anthropological institute, vol. 14, no. 1, p. 522-532.
[5] Bruwer, J., Saliba, A., Miller, B. 2011. Consumer behaviour and sensory preference
differences: implications for wine product marketing. Journal of Consumer Marketing,
vol. 28, no. 1, p. 5-18.
[6] Koudelka, J. 2008. Female and male roles in the perspective of consumer
marketing (Ženské a mužské role v prespektivě spotrěbního marketing) – Dílči
výsledky výzkumu GA 402/02/0152. Praha : Oeconomica, p. 150. ISBN: 978-80-245-
1401-7.
[7] Dunning, D. 2007. Self-Image motives and consumer behavior: How sacrosanct
self-beliefs sway preferences in the marketplace. Jurnal of consumer psychology, vol.
17, no. 4, p. 237-249.
[8] Géci, A. 2017. Sensory marketing and irrational consumer behavior (Senzorický
marketing a irachonálne spotrebiteľské správanie). In Zborník príspevkov z konferenie
ŠVOČ 2017 s medzinárodnou účasťou. Nitra : SUA, p. 24-33. ISBN 978- 80-552-1687-
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[10] Hultén, B. 2011. Sensory marketing: the multi‐sensory brand‐experience concept.
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[11] Chu, A., Rahman, O. 2012. Colour, clothing, and the concept of ,,green“: Colour
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[12] Plassmann, H., O´Doherty, J., Shiv, B., Rangel, A. 2007. Marketing actions can
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modulate neural representations of experienced pleasantness. Proceedings of the
National Academy of Sciences of the United States of America, vol. 105.
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286-298.

32
 ANNEXURE
Dear respondent,

I am the student of IFTM University conducting a market survey

report on “” kindly spare few minutes to fill up this questionnaire. Any information
provided by you will be used for academic purpose only.

RESPONDENT PROFILE

 Name of the respondent: ………………………………………………………......

 Address:………………………………………………………………………........

…………………………………………………………………………………………

 Contact No: ………………………………………………………………………..

 Age:
 Under 18
 18-24
 25-34
 35-44
 45-54
 55-64
 65 or older

 Gender:

 Male

 Female

 Non-binary

 Prefer not to say

 Other (please specify):

33
 QUESTIONNAIRE
1. What is your level of education?
 High school or less
 Some college/Associate's degree
 Bachelor's degree
 Master's degree or higher
2. Monthly Income:
 Less than $1,000
 $1,000-$2,500
 $2,501-$4,000
 $4,001-$6,000
 $6,001-$8,000
 $8,001 or more
3. How frequently do you make purchases in the following categories? (Select one for
each)
 Clothing and Accessories
 Rarely
 Occasionally
 Monthly
 Weekly
 Daily
 Electronics
 Rarely
 Occasionally
 Monthly
 Weekly
 Daily
 Groceries
 Rarely
 Occasionally
 Monthly
 Weekly

34
  Daily
4. What factors influence your purchase decisions the most? (Select all that apply)
 Price
 Brand reputation
 Online reviews
 In-store experience
 Sensory appeal (smell, touch, taste, sight, sound)
5. How likely are you to try a new product based on its sensory appeal (e.g., attractive
packaging, pleasant smell, appealing colors)?
 Very likely
 Likely
 Neutral
 Unlikely
 Very unlikely
 Sensory Marketing
6. Do you believe that sensory marketing (e.g., use of scents, music, visuals) affects
your buying decisions?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
7. Can you recall a specific instance where the sensory aspects of a product or store
influenced your purchase decision? Please describe.
8. How important are the following sensory elements in influencing your perception
of a product or brand? (Scale of 1 to 5, with 1 being not important and 5 being very
important)
 Visual appeal
 Scent
 Touch/texture
 Taste (if applicable)
 Sound (e.g., background music)
 Overall Shopping Experience
35
9. Rate your overall satisfaction with your recent shopping experiences (online and in-
store) on a scale of 1 to 10, with 1 being very dissatisfied and 10 being very
satisfied.
 1-3
 4-6
 7-8
 9-10
10. What specific elements contribute the most to a positive shopping experience for
you?
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________

36