The impact of sensory marketing in directing consumer behavior - a case study of Mr.Yummy's restaurant - Batna Province-
The aim of the study is to highlight sensory marketing impact, used by Mister Yummy restaurant, on directing its customers purchasing behavior. By identifying the used sensory marketing dimensions: visual, olfactory, auditory, tactile and gustatory. This study was applied on Mister Yummy restaurant...
| Main Author: | |
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| Format: | Article |
| Language: | Arabic |
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University of Tamanrasset
2023-01-01
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| Series: | مجلة الاجتهاد للدراسات القانونية والاقتصادية |
| Subjects: | |
| Online Access: | https://alijtihed.univ-tam.dz/wp-content/uploads/2023/02/alijtihed-mag-034-art-035.pdf |
| _version_ | 1797850577877598208 |
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| author | كيلاني صونية |
| author_facet | كيلاني صونية |
| author_sort | كيلاني صونية |
| collection | DOAJ |
| description | The aim of the study is to highlight sensory marketing impact, used by Mister Yummy restaurant, on directing its customers purchasing behavior. By identifying the used sensory marketing dimensions: visual, olfactory, auditory, tactile and gustatory. This study was applied on Mister Yummy restaurant customers in Batna city. In order to achieve the objectives of the study 100 questionnaires (paper and electronic) were designed and distributed on study sample, 75 questionnaires were approved for statistical analysis by 75%. The study have showed that there is an effect and a medium correlation between sensory marketing and consumer behavior with varying values according to each dimension type, in addition to the presence of other influencing factors. Through the results of the study a set of recommendations were presented. |
| first_indexed | 2024-04-09T19:03:41Z |
| format | Article |
| id | doaj.art-747cc74a9bf74e71b58737633fffd8f5 |
| institution | Directory Open Access Journal |
| issn | 2335-1039 2437-0754 |
| language | Arabic |
| last_indexed | 2024-04-09T19:03:41Z |
| publishDate | 2023-01-01 |
| publisher | University of Tamanrasset |
| record_format | Article |
| series | مجلة الاجتهاد للدراسات القانونية والاقتصادية |
| spelling | doaj.art-747cc74a9bf74e71b58737633fffd8f52023-04-07T18:05:04ZaraUniversity of Tamanrassetمجلة الاجتهاد للدراسات القانونية والاقتصادية2335-10392437-07542023-01-011201555571The impact of sensory marketing in directing consumer behavior - a case study of Mr.Yummy's restaurant - Batna Province-كيلاني صونية0جامعة باتنة 1- الحاج لخضر (الجزائر)The aim of the study is to highlight sensory marketing impact, used by Mister Yummy restaurant, on directing its customers purchasing behavior. By identifying the used sensory marketing dimensions: visual, olfactory, auditory, tactile and gustatory. This study was applied on Mister Yummy restaurant customers in Batna city. In order to achieve the objectives of the study 100 questionnaires (paper and electronic) were designed and distributed on study sample, 75 questionnaires were approved for statistical analysis by 75%. The study have showed that there is an effect and a medium correlation between sensory marketing and consumer behavior with varying values according to each dimension type, in addition to the presence of other influencing factors. Through the results of the study a set of recommendations were presented.https://alijtihed.univ-tam.dz/wp-content/uploads/2023/02/alijtihed-mag-034-art-035.pdfsensory marketingconsumer behaviormister yummy restaurantbatna city |
| spellingShingle | كيلاني صونية The impact of sensory marketing in directing consumer behavior - a case study of Mr.Yummy's restaurant - Batna Province- مجلة الاجتهاد للدراسات القانونية والاقتصادية sensory marketing consumer behavior mister yummy restaurant batna city |
| title | The impact of sensory marketing in directing consumer behavior - a case study of Mr.Yummy's restaurant - Batna Province- |
| title_full | The impact of sensory marketing in directing consumer behavior - a case study of Mr.Yummy's restaurant - Batna Province- |
| title_fullStr | The impact of sensory marketing in directing consumer behavior - a case study of Mr.Yummy's restaurant - Batna Province- |
| title_full_unstemmed | The impact of sensory marketing in directing consumer behavior - a case study of Mr.Yummy's restaurant - Batna Province- |
| title_short | The impact of sensory marketing in directing consumer behavior - a case study of Mr.Yummy's restaurant - Batna Province- |
| title_sort | impact of sensory marketing in directing consumer behavior a case study of mr yummy s restaurant batna province |
| topic | sensory marketing consumer behavior mister yummy restaurant batna city |
| url | https://alijtihed.univ-tam.dz/wp-content/uploads/2023/02/alijtihed-mag-034-art-035.pdf |
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