Journal Press India^®

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Given the importance of ‘Sensory Marketing’ in the field of QSR (Quick Service Restaurant) industry, the objective of this paper is to identify if sensory factors influence customers’ selection of a QSR. Data of 1600 respondents were collected from four international QSRs (KFC, McDonald, Domino’s and Subway) across four cities (Mumbai, Chennai, Bangalore and Hyderabad) of India. Factor analysis revealed three components, namely: Sensory influence, Promotional influence and Monetary influence, due to their high factor loadings. Further, Multiple regression analysis indicated that the Sensory factor contributed significantly to the model followed by Promotional and Monetary Factors. The study concludes that Sensory Factor is the most influencing factor for customers to select a QSR contrary to the general belief of Promotional and Monetary factors. This study adds to theoretical insights of the Sensory marketing literature and also recommends its practical implications to the marketing managers of the QSRs.

Keywords

Sensory marketing; Sensory influence; Quick service restaurant; Multisensory strategies; Experiential marketing; Fast food restaurants

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