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 ; 2590-3837

Download

[thumbnail of AJ_MUNIRAH MOHAMMED SHAED JTHCA 15.pdf]
Preview
Text
AJ_MUNIRAH MOHAMMED SHAED JTHCA 15.pdf - Published Version

Download (461kB) | Preview
Official URL: https://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:
Creators
Email
Mohammed Shaed, Munirah
hidayah.ca@ppinang.uitm.edu.my
Tamby Chik, Chemah
UNSPECIFIED
Aini, Noorsyamimi
UNSPECIFIED
Nongchik, Nurulhuda
UNSPECIFIED
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)
UiTM Journal Collections: UiTM Journal > Journal of Tourism, Hospitality & Culinary Arts (JTHCA)
ISSN: 1985-8914 ; 2590-3837
Volume: 7
Number: 2
Official URL: https://www.jthca.org/
Item ID: 20635
Uncontrolled Keywords: Senses, sound, vision, sensory marketing
URI: https://ir.uitm.edu.my/id/eprint/20635

ID Number

20635

Indexing


View in Google Scholar

Edit Item
Edit Item