Symposia & Conferences
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Item The Impact of Sensory Marketing on Consumer Purchasing Intention of Fresh Fruit Juices Centers in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Deepachandi, D. P. R.; Weerasiri, R. A. S.In today's competitive market, businesses seek innovative strategies to capture consumer attention, create emotions and drive purchasing behavior. Among these tactics, one such powerful approach that gains prominence is sensory marketing. The impact of sensory marketing on consumer behavior is a widely examined research scope but still empirical gaps are claimed within different product scopes and market contexts. Therefore, this study investigates into how sensory experiences influence customers' intentions to buy fresh fruit beverages, with a special focus on the Western Province of Sri Lanka. As a result, the study addresses the critical challenges of attracting and retaining customers at fresh fruit juice centers by investigating how the five senses (sight, sound, taste, and touch) influence consumer purchase intention. This research study employs a positivism research paradigm and follows a deductive approach to examine facts using the developed models and theories. Primary data of the research will be collected through a well-structured questionnaire survey with 26 questions involving 380 respondents of the above 18 age category. A structured questionnaire including a Likert scale was used to measure sensory stimuli, emotional attachment and purchase intention. SPSS was used to analyze the data obtained from it and the findings reveal a significant positive relationship between sensory marketing and consumer purchase intention. The hypothesis demonstrated that all dimensions of sensory marketing strategies, namely visual, olfactory, auditory, gustative, and tactile components, have significant positive effects on consumer purchase intention. Emotional attachment was discovered to effectively mediate the relationship between sensory marketing and purchase intention, amplifying the effects of sensory stimuli. When compared to previous studies, these findings are consistent with previous research and highlight unique preferences among Sri Lankan consumers, such as a strong emphasis on sensory cues. However, this study is limited by focusing on customers in Sri Lanka's Western Province and is based on self-reported data, which may be biased. This study further explains that using sensory marketing strategies can differentiate fresh fruit juice centers and effectively position them as experiential places not only for consumption but also for leisure and social activities. These strategies create multi-dimensional customer experience by engaging in the senses, building connections with the minds of consumers. Accordingly, the researcher has provided valuable managerial implications for designing customer-centric environments and stimulating sensory elements to enhance customer engagement and has also pointed out areas for future research to further explore these effects in different consumer settings.