أثر التسويقي الحسي على النوايا السلوكية للمستهلكين: دراسة حالة عملاء العلامة التجارية Turtles بولاية المسيلة

الملخص EN

This study aims to find out the effects of sensory marketing elements on behavioral intentions for Turtles brand customers in M'sila, With a focus on the intention of repeating customers' visit to this brand restaurant chain.

A field study was conducted that included a sample of 78 client for the restaurant, the data collected by using questionnaire.

After analyzing and interpreting the results and testing hypotheses, The study found that there are four elements of the sensory marketing (Sight, Taste, Touch and Smell) affect varying degrees on behavioral intentions, except for (a Hearing element) that does not affect visit customers.

As a result, we recommend using marketing sensory as a strategic to attract more customers and stimulate their positive intentions.