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Affiliation(s)

Aberyswyth University (Mauritius Branch Campus), Quartier Militaire, Mauritius; Université des Mascareignes, Rose Hill, Mauritius

ABSTRACT

Sensory marketing is a useful marketing application which gives companies a real opportunity to maximize product profitability. Consumers’ eating habits keep changing everyday away from their regular meal, less time and more working hours have left people with the option to just pop in a restaurant or fast-food. The use of five senses in the marketing field helps to arouse customer’s emotions and nowadays it is fundamental for the company to differentiate itself from its competitors. The study will seek to analyze the impact of sensory marketing of consumers with a particular reference to KFC. This study outline has a deep impact on understanding the impact of senses on marketing with particular reference to the Kentucky Fried Chicken in Mauritius. The present research shows that the different senses have an impact on consumer buying behaviour especially for KFC consumers. Consumers find the senses such as music to be relaxing and smell as stimulating. However, it should be mentioned that this research is limited to the sample size and also to the context of the study.

KEYWORDS

sensory marketing, KFC, senses

Cite this paper

Journal of US-China Public Administration, April 2016, Vol. 13, No. 4, 278-292

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