Impact of Implicit and explicit sensory perception on customer buying intention: Evidence from high end restaurants in twin cities of Pakistan

Abstract

The purpose of the study was to test the basic instincts of humanly perception through the sensory aid. With the help of 5 major senses, and its perception, the study concludes how this helps in making decisions and effects the brand performance of an organization. Here, we particularly studied the impact of implicit and explicit sensory perception on customer buying intention. The area of study was kept limited to the high-end restaurants of Islamabad and Rawalpindi. It was considered that the restaurants which bring high value to the customers, how much of the sensory perception plays its part for the customer retention and bring a strong impression of that restaurant. For this purpose, data was collected from random 195 respondents who were casual visitors of these high-end restaurants. 2 different tests were conducted to quantify sensory perception of both levels. To get a response for the Explicit sensory perception, controlled by the conscious psychology, no time limitation were required, however to test the subconscious sensory perception, respondents were asked to answer the questions within a few seconds as the first thing that comes into the mind. Both results were recording, tested and analyzed using the IBM SPSS with a couple of tools like Regression ANOVA and correlation. It was concluded that the developed hypotheses that implicit and explicit sensory perception has a positive impact on the customer buying intention was accepted. The impact of the independent variables on the dependent ones was strong. R2 value came up as 48% with a positive significance. With this study, it can be concluded that the concept is applicable to other marketing techniques to work on other areas of Brand Experience. The results can simply be applied on the other restaurants, café and lounges. The extent of it can also be replicated on other area of service businesses like hospitals, Saloons and spas. It will be helpful for marketing experts to develop and implement effective strategies to achieve desired goals and objectives.