Examining the Impact of Sensory Marketing on Young Consumers: A McDonald’s Case Study


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Authors

  • Vusumuzi David Mbatha University of the Witwatersrand, South Africa
  • Aaron Koopman University of the Witwatersrand, South Africa
  • Tinashe Chuchu University of the Witwatersrand, South Africa

DOI:

https://doi.org/10.32479/irmm.14320

Keywords:

Sight, attitude, purchase intention, sensory marketing

Abstract

In recent years research on sensory marketing has attracted the attention of marketing researchers and scholars alike. The purpose of this study is to investigate the impact of sensory stimuli that is used to create arousal, and to examine whether this arousal influences consumer attitudes and purchase intentions. Previously documented literature was used as a foundation for this research while additional opportunities to expand this topic’s literature was identified. While previous studies and results on sensory marketing exist, there is a lack of South African related literature on the concept. The quantitative research approach was used to measure the proposed conceptual model and hypotheses, and the convenience sampling method was chosen as the technique to acquire the required sample. To facilitate this study, a seven-point Likert scale was used with questions and statements adapted from previous literature. Of the 300 distributed surveys, 279 were returned, deemed viable, processed and interpreted. The findings of this study support all the proposed hypotheses. Furthermore, this study’s findings and conclusions contribute towards comprehension of sensory marketing from a young consumer’s perspective.

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Author Biographies

Vusumuzi David Mbatha, University of the Witwatersrand, South Africa

Vusumuzi David Mbatha is a student in the Division of Marketing, School of Business Sciences, University of the Witwatersrand.

Aaron Koopman, University of the Witwatersrand, South Africa

Aaron Koopman is a Lecturer in the Division of Marketing, School of Business Sciences, University of the Witwatersrand. 

Tinashe Chuchu, University of the Witwatersrand, South Africa

Dr Tinashe Chuchu is a Senior Lecturer in the Marketing Division, the School of Business Sciences, University of the Witwatersrand.

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Published

2023-05-15

How to Cite

Mbatha, V. D., Koopman, A., & Chuchu, T. (2023). Examining the Impact of Sensory Marketing on Young Consumers: A McDonald’s Case Study. International Review of Management and Marketing, 13(3), 16–24. https://doi.org/10.32479/irmm.14320

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Articles