The influence of sound and vision in sensory marketing towards customer purchasing behaviour in institutional foodservice / Munirah Mohammed Shaed ... [et al.]

Mohammed Shaed, Munirah and Tamby Chik, Chemah and Aini, Noorsyamimi and Nongchik, Nurulhuda (2015) The influence of sound and vision in sensory marketing towards customer purchasing behaviour in institutional foodservice / Munirah Mohammed Shaed ... [et al.]. Journal of Tourism, Hospitality & Culinary Arts (JTHCA), 7 (2). ISSN 1985-8914

Official URL: http://www.jthca.org

Abstract

The purpose of the research study is to create a general awareness for specific promotional tools using multi senses which are sound and vision and how it influence customer purchasing behaviour in institutional foodservice specifically in cafeterias. Even though markets and retailers start to apply sensory marketing, there is still limited academic research investigating its effect on consumer be-haviour. This research study is aimed to describe the relationship between these factors and how each of the factors could affect the customers’ purchasing behaviour in institutional cafeterias. In ad-dition, they would explore on the behavioural of customer towards sensory marketing tools such sounds and vision. This research had revealed on the impact of sensory marketing towards customer be-haviour through the correlation between the independent variables towards dependent variables. Furthermore, it would be used as ref-erences for the marketers and entrepreneur who would interest en-tering foodservice business especially in institutional cafeteria.

Metadata

Item Type: Article
Creators:
CreatorsID Num. / Email
Mohammed Shaed, Munirahhidayah.ca@ppinang.uitm.edu.my
Tamby Chik, ChemahUNSPECIFIED
Aini, NoorsyamimiUNSPECIFIED
Nongchik, NurulhudaUNSPECIFIED
Subjects: H Social Sciences > HF Commerce > Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
H Social Sciences > HF Commerce > Consumer satisfaction
T Technology > TX Home economics > Food service
Divisions: Universiti Teknologi MARA, Selangor > Puncak Alam Campus > Faculty of Hotel and Tourism Management
Journal or Publication Title: Journal of Tourism, Hospitality & Culinary Arts (JTHCA)
Journal: UiTM Journal > Journal of Tourism, Hospitality & Culinary Arts
ISSN: 1985-8914
Volume: 7
Number: 2
Official URL: http://www.jthca.org
Item ID: 20635
Uncontrolled Keywords: Senses, sound, vision, sensory marketing
URI: http://ir.uitm.edu.my/id/eprint/20635

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