Jinnah Business Review Jan 2022, Vol. 10, No. 1, pp. 87-97DOI: 10.53369/GAKB8969Impact of Sensory Marketing on Purchase Intention: MediatedRole of Sensory Experience and Moderated Role of SwitchingCost

Abstract

In today market consumer behavior change rapidly, consumers are rationally take decision before but now consumer want to purchase that product in which they feel sensorial satisfaction. Experiential marketing gives unforgettable experience to customer rationally and emotionally in specific interest to get satisfying outcome. The point of this study is to discover the impact of sensory marketing on purchase intention of consumer with mediating role of sensory experience and moderating role of switching cost in fast food restaurants. The reason to choose fast food restaurants is only that the food corner is the only place where consumers senses mostly used and targeted. Data were collected through field survey 300 adopted questionnaires gathered and completed through randomly selected customer. Descriptive statistics, reliability analysis, correlation and regression analysis were used to test the hypothesis under preacher and Hayes assumptions. The findings suggest that SM have significant and positive effect on PI and mediating variable SE also have a significant and positive effect between SM and PI and the impact of SM on PI is moderated by SC variable that also have a positive and significant. The results show that SM is significantly associated with PI, mediating variable and moderating variable also have a positive and significantly associated.