Proceedings of the 3rd International Conference on Reinventing Business Practices, Start-ups and Sustainability (ICRBSS 2023)

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An Analysis of Customers’ Perceptions of Sensory Marketing at Restaurants with Reference to Chennai

Authors
V. Vanitha1, *, T. M. Gowri1
1School of Management Studies, SASTRA University, Chennai Campus, Chennai, India
*Corresponding author.
Corresponding Author
V. Vanitha
Available Online 20 February 2024.
DOI
10.2991/978-94-6463-374-0_9How to use a DOI?
Keywords
Sensory Marketing; Customer Perception; Marketing Strategies
Abstract

A customer’s impression of a brand consists of nothing more than their subjective evaluation of that brand. Although apparently simple, it plays a key role in gaining and retaining regular customers. Customers’ impressions of Chennai ECR eateries’ sensory marketing strategies were analyzed for this study. The study used a sample size of 179, selected by a systematic process of purposeful selection. The survey method and a pre-made questionnaire were used to conduct the research among diners at high-end establishments in Chennai. SPSS version 21 was used for the analysis, and techniques such the percentage test, t test for independent samples, analysis of variance (ANOVA), and correlation were utilized. The findings reveal that among sensory marketing strategies, visual appeal is significant, and that there are notable gender, age, and perception inequalities when it comes to sensory marketing in Chennai restaurants.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 3rd International Conference on Reinventing Business Practices, Start-ups and Sustainability (ICRBSS 2023)
Series
Advances in Economics, Business and Management Research
Publication Date
20 February 2024
ISBN
10.2991/978-94-6463-374-0_9
ISSN
2352-5428
DOI
10.2991/978-94-6463-374-0_9How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - V. Vanitha
AU  - T. M. Gowri
PY  - 2024
DA  - 2024/02/20
TI  - An Analysis of Customers’ Perceptions of Sensory Marketing at Restaurants with Reference to Chennai
BT  - Proceedings of the 3rd International Conference on Reinventing Business Practices, Start-ups and Sustainability (ICRBSS 2023)
PB  - Atlantis Press
SP  - 92
EP  - 98
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-374-0_9
DO  - 10.2991/978-94-6463-374-0_9
ID  - Vanitha2024
ER  -