HOW DOES SENSORY MARKETING INFLUENCE THE CONSUMER’S PERCEPTION TO PURCHASE FAST FOOD?

Özet

This research aims to study the consumer’s intention as well as the decision-making process of ordering fast food. Accordingly, it studies how visual marketing techniques influence the perception of consumers towards the food industry. When browsing an app, the consumer only relies on the sight sense to make a purchase whereas all the senses influence that decision when is made physically in- store. In order to enrich the research, a quantitative analysis in the form of a survey was designed to analyze the fast-food industry. The current pandemic has shifted the food delivery industry, thus this research also analysis the consumer’s perception to purchase fast food during COVID-19. Specifically, five transnational fast-food chains were selected to better understand smell, sound, taste, and touch senses in marketing. Essentially, this research explores how sensory marketing strategies can influence the consumers’ perception and result in brand love