The Impact of Sensory Marketing on Consumer Behavior in KFC Restaurants in Erbil City – Kurdistan Region of Iraq

Abstract

Sensory marketing is an innovative marketing technique that uses customers' five senses to create a memorable experience and influence their decision-making process. This research aims to investigate the impact of sensory marketing on consumer behavior in KFC restaurants in Erbil city of Kurdistan region of Iraq. Based on the nature of the research and the objectives it seeks to achieve, the descriptive analyti-cal approach has been relied upon. In this research quantitative method was used through questionnaires to collect data and the target samples were 140 customers who were chosen as participants of the research through simple random sampling in all three KFC branches in Erbil city. The data has been analyzed using the SPSS V.26 program and hypotheses were tested using the help of several statistical methods, the correlation coefficient, and multiple linear regressions to measure the strength of the linear relationship and the impact between the two variables of sensory marketing and consumer behavior. The results of the research mainly showed that sensory marketing has a strong relationship with consumer behavior. Additionally, the results revealed that sensory marketing has a positive and significant impact on consumer behavior.