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Multi-Sensory Brand Experience and Impulse Buying Tendency: An Exploration of Sri Lankan Supermarkets

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Multi-Sensory Brand Experience and Impulse Buying Tendency: An Exploration of Sri Lankan Supermarkets


B. T. K. Chathuranga | V. G. P. Lakshika



B. T. K. Chathuranga | V. G. P. Lakshika "Multi-Sensory Brand Experience and Impulse Buying Tendency: An Exploration of Sri Lankan Supermarkets" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-3 | Issue-5, August 2019, pp.2497-2501, URL: https://www.ijtsrd.com/papers/ijtsrd27846.pdf

It is important to understand sensory stimulation of people in human environments in designing supermarket. Human senses play significant roles in human experience and the memories. In retail design brands related to sensory experience attract customers and stimulate strong, positive, and distinctive impression across all five senses. In this study multiple sensory cues are found in relation to sight, sound, scent and touch. The main objectives of executing this research are to investigate the impact of multi-sensory brand experience attributes; sight, sound, scent and touch on impulse buying tendency of Sri Lankan Supermarket consumers and to identify the most influential sensory attribute that impacts impulse buying tendency. A quantitative study carried out under this research using a survey method and convenient sampling techniques was used. The researcher used regression analysis technique in order to test the hypothesis and identifying the impact multi-sensory branding experience on impulse buying tendency, addressing the significance of each independent variable. According to the findings of the study it was revealed, there is no significant influence of sound and touch on impulse buying tendency whereas there is a significant impact of sight and scent on impulse buying tendency. Further, findings revealed that Sight is one of the most important sensory channels in comparison to other sensory receptors such as sound, smell, touch, and taste on impulse buying tendency of Sri Lankan supermarket consumers.

Experiential marketing, Impulse buying tendency, multi-sensory branding, supermarket


IJTSRD27846
Volume-3 | Issue-5, August 2019
2497-2501
IJTSRD | www.ijtsrd.com | E-ISSN 2456-6470
Copyright © 2019 by author(s) and International Journal of Trend in Scientific Research and Development Journal. This is an Open Access article distributed under the terms of the Creative Commons Attribution License (CC BY 4.0) (http://creativecommons.org/licenses/by/4.0)

International Journal of Trend in Scientific Research and Development - IJTSRD having online ISSN 2456-6470. IJTSRD is a leading Open Access, Peer-Reviewed International Journal which provides rapid publication of your research articles and aims to promote the theory and practice along with knowledge sharing between researchers, developers, engineers, students, and practitioners working in and around the world in many areas like Sciences, Technology, Innovation, Engineering, Agriculture, Management and many more and it is recommended by all Universities, review articles and short communications in all subjects. IJTSRD running an International Journal who are proving quality publication of peer reviewed and refereed international journals from diverse fields that emphasizes new research, development and their applications. IJTSRD provides an online access to exchange your research work, technical notes & surveying results among professionals throughout the world in e-journals. IJTSRD is a fastest growing and dynamic professional organization. The aim of this organization is to provide access not only to world class research resources, but through its professionals aim to bring in a significant transformation in the real of open access journals and online publishing.

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