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International Journal of Research in Management

Vol. 4, Issue 2, Part A (2022)

A case study on consumer buying behaviour and sensory marketing role


Dr. Ganesh Appasaheb Jagtap


Incorporating sensory marketing into product promotion has the potential to boost sales. More and more people are forgoing home-cooked meals in favour of grabbing a bite to eat at a restaurant or fast food chain on their way home after work. Marketing that appeals to customers' emotions is becoming more crucial as businesses compete in an increasingly competitive environment. The article talks about how sensory information influences the  evaluation and purchases made by customers. The goal of this study is to develop a theory that may predict consumers' preferences when it comes to purchasing musical instruments. Three hundred and fifty Chinese students are surveyed using a battery of closed-ended questions. We take into consideration a variety of factors that influence consumer tastes while purchasing pre-owned items. The suggested method predicts how individuals will utilize various instruments using least squares regression analysis. The results show that customers' decisions to either not buy at all or purchase remanufactured products are influenced by low prices, solid reliability, and product promotion.

Pages: 41-49  |  292 Views  92 Downloads

How to cite this article:
Dr. Ganesh Appasaheb Jagtap. A case study on consumer buying behaviour and sensory marketing role. Int. J. Res. Manage. 2022;4(2):41-49. DOI: 10.33545/26648792.2022.v4.i2a.89
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