How sensory marketing influences on consumers behavior in the F&B firms? Coffee shop business in HCMC context

Abstract

The importance of sensory marketing in the F&B industry, specifically in the context of coffee shop businesses in Ho Chi Minh City (HCMC), cannot be understated. Sensory marketing leverages the human senses to create unique and memorable experiences for customers, ultimately influencing their behavior. This research paper aims to explore the impact of sensory marketing on consumers' behavior in HCMC's coffee shop businesses. The findings of this research indicate that sensory marketing strategies significantly influence consumers' behavior within coffee shop businesses in HCMC. Sensory marketing factors, such as sight, smell, sound, taste, and touch, play a vital role in shaping consumer PAD emotions, brand experience, and behavioral intention. This study was conducted using a quantitative method, through an online survey with a total of 308 respondents from various age groups who are living, studying, and working in Ho Chi Minh City. The study aims to verify the reliability, validity, and reliability of the research model. SPSS and Smart PLS software were used to process the data after it was collected. The results of our study show that, despite the industry's current state of market saturation, effective sensory marketing may be employed as a tactic to attract more customers. Furthermore, by establishing the link between PAD emotions, this study generated a new paradigm that is predicated on the idea that complex human emotions cannot be understood in isolation but rather through their connections. Understanding the influence of sensory marketing on consumer behavior can offer valuable insights for coffee shop businesses in HCMC and provide practical recommendations for enhancing their marketing strategies. The research ultimately contributes to the existing literature on sensory marketing and the F&B industry, emphasizing the importance of creating multisensory experiences to engage and delight customers in coffee shop businesses