INVESTIGATION OF THE RELATIONSHIP BETWEEN SENSORY MARKETING AND CONSUMER PREFERENCES, DEMOGRAPHIC VARIABLES IN RESTAURANTS: THE CASE OF SAMSUN PROVINCE

Abstract

With the intensification of competition, businesses have started to struggle with each other in order to attract consumers' attention. They have investigated how consumers shape their consumption decisions and have made efforts to influence buying decisions. Five senses have a significant impact on shaping the consumption and buying decision process. At this point, it will not be wrong to consider sensory marketing as a remedy to influence consumer buying decisions and develop various strategies. In the study, the relationship between five senses and consumer preferences, demographic variables was examined. Data were collected from 384 participants with face-to-face surveys who get service from first class restaurants in Samsun by using convenience sampling. As a result, it was found that there is a relationship between sensory marketing and consumer preferences, consumers are affected by sensory marketing activities at different levels depending on various demographic variables.