Abstract:

Abstract In recent years research on sensory marketing has attracted the attention of marketing researchers and scholars alike. The purpose of this study is to investigate the impact of sensory stimuli that is used to create arousal, and to examine whether this arousal influences consumer attitudes and purchase intentions. Previously documented literature was used as a foundation for this research while additional opportunities to expand this topic’s literature was identified. While previous studies and results on sensory marketing exist, there is a lack of South African related literature on the concept. The quantitative research approach was used to measure the proposed conceptual model and hypotheses, and the convenience sampling method was chosen as the technique to acquire the required sample. To facilitate this study, a seven-point Likert scale was used with questions and statements adapted from previous literature. Of the 300 distributed surveys, 279 were returned, deemed viable, processed and interpreted. The findings of this study support all the proposed hypotheses. Furthermore, this study’s findings and conclusions contribute towards comprehension of sensory marketing from a young consumer’s perspective. Downloads Download data is not yet available. Author Biographies Vusumuzi David Mbatha, University of the Witwatersrand, South Africa Vusumuzi David Mbatha is a student in the Division of Marketing, School of Business Sciences, University of the Witwatersrand. Aaron Koopman, University of the Witwatersrand, South Africa Aaron Koopman is a Lecturer in the Division of Marketing, School of Business Sciences, University of the Witwatersrand.  Tinashe Chuchu, University of the Witwatersrand, South Africa Dr Tinashe Chuchu is a Senior Lecturer in the Marketing Division, the School of Business Sciences, University of the Witwatersrand. Downloads FULL TEXT Published 2023-05-15 How to Cite Mbatha, V. D., Koopman, A., & Chuchu, T. (2023). Examining the Impact of Sensory Marketing on Young Consumers: A McDonald’s Case Study. International Review of Management and Marketing, 13(3), 16–24. https://doi.org/10.32479/irmm.14320 More Citation Formats ACM ACS APA ABNT Chicago Harvard IEEE MLA Turabian Vancouver Download Citation Endnote/Zotero/Mendeley (RIS) BibTeX Issue Vol. 13 No. 3 (2023) Section Articles Most read articles by the same author(s) Sorina Vasile, Lebogang Mototo, Tinashe Chuchu, Using “Memes” as a Marketing Communication Tool in Connecting with Consumers within the Age of Digital Connectivity , International Review of Management and Marketing: Vol. 11 No. 3 (2021) Tinashe Chuchu, The South Africa 2010 FIFA World Cup: A Look Back: Perceptions of its Impact on Tourism in South Africa , International Review of Management and Marketing: Vol. 11 No. 4 (2021) Caitlin de la Roche , Tiago de Barros , Tinashe Chuchu, Brighton Nyagadza, Marike Venter de Villiers, An Investigation on Consumer Perceptions of Email and Social Media Marketing: An Advertising Case in South Africa , International Review of Management and Marketing: Vol. 12 No. 4 (2022) Eugine Tafadzwa Maziriri, Tinashe Chuchu, The Conception of Consumer Perceived Risk towards Online Purchases of Apparel and an Idiosyncratic Scrutiny of Perceived Social Risk: A Review of Literature , International Review of Management and Marketing: Vol. 7 No. 3 (2017) Make a Submission Make a Submission Dergi Kapağı

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