Abstract
In today's competitive business landscape, organized retail establishments are facing formidable challenges from online counterparts, while fast-food retailers are also facing the pressure. The rise in popularity of online food delivery apps has compelled organized restaurant businesses to swiftly adapt and innovate to thrive in this new business environment. When customers order food through online, the differentiating factor primarily is the taste of the food. However, when customers physically visit a restaurant, their experience is influenced by four additional sensory elements present in the retail outlet: sight, smell, sound, and touch. These sensory elements are intentionally employed by companies to position and distinguish their brand from competitors. This study intends to investigate how these sensory components affect consumers' perceptions of quality, which in turn affect purchase intentions. The study focuses on a selection of internationally recognized retail food outlets, with a significant presence across the globe, that have established locations in three major cities in Kerala: Kochi, Trivandrum, and Kozhikode
Publisher
Salud, Ciencia y Tecnologia
Reference74 articles.
1. Aaker DA, Keller KL. Consumer evaluations of brand extensions. Journal of marketing. 1990 Jan; 54(1): 27-41
2. Aaker DA. Managing Brand Equity. The Free Press, New York. 1991
3. Abdullah O, Sufi T, Kumar S. Impact of Food and Beverage Quality and Service Quality Towards Customer Satisfaction and Customer Retention, A Study of Five-Star Hotels. International Journal of Professional Business Review, 2023; 8(5): e01994. https://doi.org/10.26668/businessreview/2023.v8i5.1994
4. All Sense (2014). Sensory branding 101. To see, hear, touch, taste & smell. https://allsense.com.sg/sensory-branding-101-to-see-hear-touch-taste-smell/
5. Auvray M, Spence C. The multisensory perception of flavor. Consciousness and cognition. 2008 Sep 1; 17(3): 1016-1031