Impact of sensory marketing on consumer’s Dining experiences: A case study on chaaye khana

Abstract

This study is focused mainly on identifying the impact of sensory cues (such as sense of taste, sight, smell, touch and hearing) on an individual consumer’s dining experiences. This study has included restaurant industry and targeted the restaurants of twin cities Islamabad and Rawalpindi by specifically focusing on a restaurant “Chaaye Khana”. It has been found that Independent Variables (Sense of taste, sight, smell, touch and hearing) have significant impact on Dependent Variable (Dining Experience). Various statistical instruments that are used primarily to analyze the relationship between these variables includes mean, standard deviation, correlation, regression. The results interpreted through correlation, percentage of impact, level of significance, SPSS software has shown the immense impact that all five senses of customers have on influencing the dining experiences of an individual consumer. The findings have proved that each human sense of an individual consumer proves highly significant in developing or destroying an overall dining experience. Key Words: Sense of taste, sense of sight, sense of smell, sense of touch, sense of haring, dining experience, sensory cues, customer services, ambient factors and atmospherics