Given the importance of ‘Sensory Marketing’ in the field of QSR (Quick Service Restaurant) industry, the objective of this paper is to identify if sensory factors influence customers’ selection of a QSR. Data of 1600 respondents were collected from four international QSRs (KFC, McDonald, Domino’s and Subway) across four cities (Mumbai, Chennai, Bangalore and Hyderabad) of India. Factor analysis revealed three components, namely: Sensory influence, Promotional influence and Monetary influence, due to their high factor loadings. Further, Multiple regression analysis indicated that the Sensory factor contributed significantly to the model followed by Promotional and Monetary Factors. The study concludes that Sensory Factor is the most influencing factor for customers to select a QSR contrary to the general belief of Promotional and Monetary factors. This study adds to theoretical insights of the Sensory marketing literature and also recommends its practical implications to the marketing managers of the QSRs.
Compte tenu de l’importance du «marketing sensoriel» dans le secteur des restaurants à service rapide, l’objectif de ce document est d’identifier si des facteurs sensoriels influencent la sélection du QSR par les clients. Les données de 1600 répondants ont été recueillies auprès de quatre QSR internationaux (KFC, McDonald, Domino’s et Subway) dans quatre villes indiennes (Mumbai, Chennai, Bangalore et Hyderabad). L’analyse factorielle a révélé trois composantes, à savoir: l’influence sensorielle, l’influence promotionnelle et l’influence monétaire, en raison de leur forte charge factorielle. De plus, une analyse de régression multiple a indiqué que le facteur sensoriel contribuait de manière significative au modèle suivi des facteurs promotionnels et monétaires. L’étude conclut que le facteur sensoriel est le facteur le plus déterminant pour que les clients choisissent un QSR contrairement aux idées reçues sur les facteurs promotionnels et monétaires. Cette étude complète les connaissances théoriques de la littérature sur le marketing sensoriel et recommande également ses implications pratiques aux responsables marketing des QSR.
Sensory marketing; Sensory influence; Quick service restaurant; Multisensory strategies; Experiential marketing; Fast food restaurants.
Atwal and Williams (2009) The traditional mass marketing is slowly disappearing and are being replaced by small markets with numerous segments, where individualization and customisation of products and services are key.
One consequence is that traditional mass marketing, which once dominated the advertising arena, is being questioned more than ever before in the past as a profitable and productive means to reach customers (Belk, 2008).
Of the 5 human senses, the sense of sight has so far dominated advertising practice (Pashler, 1999). There’s without a doubt that the other human senses – odour, taste, sound, and touch – were ignored for quite a very long time, regardless of their significance when somebody considers and determines around a product or brand.
five human senses are today receiving increased attention (Katz, 1999).
Sensory marketing is not the same as mass or relationship marketing, because it has its long lasting impression in the brain of the individual.
Sensory advertising is distinguished by mass and relationship marketing by being its origin in the 5 human senses. It’s from the human mark that mental streams, processes, and psychological reactions take place that results in someone’s sensory experience (Peck and Shu, 2009).
Le marketing traditionnelle est de plus en plus remplacé par un nouvelle forme qu’est la personnalisation.
Le sensoriel est utilisé dans le marketing et plus particulièrement la vue avec la publicité. Les autres sens ont longtemps été oublié mais aujourd’hui, les marketeurs y font plus attention lors de la mise en place de leurs stratégies.
Le marketing sensoriel est différent du marketing de masse mais aussi du marketing relationnel, car l’individu va se remémorer de façon durable l’expérience et cela est imprégné dans le cerveau des individus.
The challenge then before entrepreneurs is to know how to stimulate the senses of the consumers in order to provide them with consumption experience that’s perceived to be memorable.
This expertise is vital to changing customer behaviour into the goal to buy, which leads to increased sales, profitability and market share. This research concentrates on how sensory advertising influence customer selection of a fast food chain restaurant.
In accordance with the Hultén (2015) model in Figure 2, the task of marketers is to create sensorial approaches that stimulate the senses by producing various sensations. These sensations rotate around the atmospheric, sound, visual, gastronomic and tactile spheres. All of them coalesce to create a multi-sensory brand experience that is vital to creating customer equity. All of them help create a multi-sensory brand experience which is crucial to creating customer equity and loyalty.
According to Bennett (2009) Servicescape includes distinct environmental dimensions that are defined as ambient conditions, space/function and signs, symbols & artefacts. These measurements consist of both interior and exterior design, including the surrounding environment in addition to layout, gear and sound, music, odour, lighting all that were identified as factors influencing client’s behaviour.
Le but, afin d’avoir une augmentation des ventes, de la rentabilité et des parts de marché, est de savoir comment stimuler les sens des consommateurs afin de leur offrir une expérience de consommation perçue comme étant mémorable.
Afin de stimuler les sens il faut produire diverses sensations aux individus afin de créer une expérience client multi-sensorielle qui peut ainsi devenir inoubliable. Ceci peut différentier une entreprise de la concurrence et permet a un individu de devenir un client fidèle.
Le servicescape défini que les modifications de l’environnement physique impact les individus et leur comportements. Elle comprend la conception intérieure et extérieure, y compris sur l’environnement, ainsi que sur la disposition, l’équipement et le son, la musique, les odeurs et l’éclairage, facteurs qui influent sur le comportement du client.
From the above literature review, it is seen that people perceive their environment through their perceptions. Senses play a major part in influencing their behavior and in their evaluation of the experience.
The objective of the study is to identify the key sensory factors that influence customers’ selection of a fast food chain restaurant.
Ho: Sensory factors do not influence customers towards the selection of a fast food restaurant.
This means that the study has identified three factors influencing the customer’s selection of a fast food restaurant – First influencing factor of restaurant selection is Sensory Factors, the second influencing factor is Monetary Factor and the third influencing factor is Promotional Factor.
According to the factor analysis of the influencing factors, three components, namely: Sensory influence, Promotional influence and Monetary influence emerged as important factors
Les perceptions et les sens des individus jouent un rôle majeur dans l’influence de leur comportement et dans leur évaluation de l’expérience et, ainsi, de leur fidélité à la marque ou non.
l’étude a identifié trois facteurs influençant le choix du client d’un restaurant de restauration rapide: le facteur déterminant du choix du restaurant est le facteur sensoriel, le second facteur est le facteur monétaire et le troisième facteur est le facteur promotionnel. Ainsi nous pouvons retenir que le facteur sensoriel est très important sur le choix de l’individu ainsi que le facteur monétaire te le facteur promotionnel. Et nous pouvons utiliser cette étude comme point de départ sur le secteur de l’hôtellerie qui est également un secteur de service au même titre que la restauration rapide.
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