توظيف التسويق الحسي كأداة لتحفيز السلوك الشرائي و علاقته بالولاء للعلامة التجارية : دراسة ميدانية على عملاء مطاعم الوجبات السريعة العالمية في مصر

Abstract EN

The study aimed to evaluate the effectiveness of sensory marketing strategies at fast- food restaurants on purchasing behavior and brand loyalty.

By defining the dimensions of the use of sensory marketing (visual, olfactory, auditory, tactile and taste) in restaurants.

And the role of sensory marketing in making the purchasing behavior decision.

The study was conducted on a sample of (400) from the Egyptian public, it was applied from 4 October 2020 to 16 December 2020.

The result shows that consumers' preference for taste marketing was evident, followed by visual, tactile, olfactory, and auditory marketing.

The validity of the study hypotheses was supported by the existence of a statistically significant correlation between the dimensions of sensory marketing and the stimulation of consumer buying behavior and loyalty to fast food restaurants