Evaluating the Influence of Sensory Marketing on Consumer Buying Behavior. a Case on Café

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“Evaluating the Influence of Sensory Marketing on Consumer Buying Behavior. A Case on Cafés.”

FINAL REPORT

SPRING 2015

2nd May, 2015

Submitted To:

Prof. Zohaib Sufyan

Submitted By:

Javeria Nakhuda -

Noor Junejo -

Muneeb Tahir -

Sidra Rizwan -

Table of Contents

1.        Executive Summary        

2. Introduction        

2.1 Background of the study        

2.2 Problem statement        

2.3 Research Objectives        

2.4 Research Questions        

2.5 Hypothesis        

2.6 Research methodology        

2.6.1 Population of the Study        

2.6.2 Sample Size and Sample Methodology        

2.6.3 Research Tool        

2.7 Purpose of the study        

3. Literature Review        

3.1. Sensory Marketing        

3.2. Sensory marketing stimulating senses        

3.2.1. The sense of smell        

3.2.2 The sense of touch        

3.2.3. The sense of sound        

3.2.4. The sense of sight        

3.3. Consumer behavior        

3.3.1. Conscious and Unconscious Awareness        

3.3.2. Mood States and their impact on consumer behavior        

3.3.3. The effects of Environment and Surrounding on consumer behavior        

3.3.4. Emotional Appeal and its relationship with consumer behavior        

3.3.5. How marketers shape consumer perception        

3.3.6. Experiential Marketing and Consumer Behavior        

3.3.7. Consumer Value; linking a brands performance with customer satisfaction        

4. Theoretical Framework        

4.2 Explanation of Framework        

4.3 Definitions of Variables in the Framework        

5. Data Analysis        

5.1 Research Respondents        

5.1.1. Table of Research Respondents:        

5.2Descriptive Analysis: