An In-Depth Study on Impact of Sensory Marketing on Consumer Behavior Pattern: A Case Study of Lapinos Pizza Joint

Abstract

In world of business and marketing it has been observed that there are various types of marketing responsible for making customer aware about the product. As an emerging trend after covid 19 it has been observed that sensory marketing has played a significant role in developing a positive opinion about the customer’s choice and opinion in relevance of buying a particular product. Sensory marketing can be a real-time opportunity for companies and organization to maximize their profit. It has been observed that current life is very busy especially individual as working for long hours, doing night shifts. Moreover, commuting hours are also quite more to and fro to job place. Due to such working conditions, there is greater demand of fast food in comparison to the regular meal. Moreover, among youngsters and teenagers as well trend of opting for fast food has increased substantially. there is a tough competition among various brands of fast food serving multiple dishes. In lieu to survive those competitions, marketer needs to make use of five senses in marketing field which can decided buying pattern of the consumers. To some extent some vision is one of the senses which can be used in online purchase of food via app like ZOMATO and SWIGGY as well. Present study will search for the impact of sensory marketing with a precise reference of LAPINO,S PIZZA in Ahmedabad district. Research suggests that different senses have different impact on consumer buying pattern. Moreover this research is limited to the sample size.