Effect of Multisensory Branding on Purchase Intention at Cafes in Pakistan

Abstract

The study investigates the impact of multisensory branding on purchase intention in Pakistan's cafes with the mediating role of customer satisfaction. Time spent in cafes acted as a moderator in the relationship or was used as a moderator to investigate the relationship. This research implies quantitative methodology in which 333 respondents, including both male and female, were part of this research. The sampling technique used for data collection is convenient sampling, and they were personally contacted to be a part of this study. The research findings show that there is a positive and significant relationship between all senses and customer satisfaction except the sense of touch. However, customer satisfaction has also a positive impact on purchase intention but the time spent in café, which was included as moderating variable, has no impact between independent and dependent variables as sig value is greater than 0.05 This research is original in terms of investigating the multisensory impact on purchase intention in cafes. Previously, it was studied in other industries such as the hotel and hospitality industry, retails, and shopping malls. Furthermore, this study explores the impact of all five sensory organs on customer satisfaction separately. This research theoretical
contributes to existing literature related to sensory marketing, especially in the retail category of cafes where the relationship between sensory organs and customer's satisfaction was discussed; moderating and mediating effect has also been studied in this study. Concerning managerial implication, this study's result has reflected that instilling sensory marketing tactics in cafes will increase customer satisfaction, which will lead to positive purchase intention. The various investigations undertaken in the study will guide them in developing unique, distinctive, and emotion-evoking marketing tactics in the future to attract more individuals.