期刊名称：Journal of Tourism, Hospitality and Culinary Arts
印刷版ISSN：1985-8914
电子版ISSN：2590-3837
出版年度：2015
卷号：7
期号：2
页码：35-51
语种：English
出版社：Penerbit UiTM Malaysia
摘要：The purpose of the research study is to create a general awareness for specific promotional tools using multi senses which are sound and vision and how it influence customer purchasing behaviour in institutional foodservice specifically in cafeterias. Even though markets and retailers start to apply sensory marketing, there is still limited academic research investigating its effect on consumer behaviour. This research study is aimed to describe the relationship between these factors and how each of the factors could affect the customers’ purchasing behaviour in institutional cafeterias. In addition, they would explore on the behavioural of customer towards sensory marketing tools such sounds and vision. This research had revealed on the impact of sensory marketing towards customer behaviour through the correlation between the independent variables towards dependent variables. Furthermore, it would be used as references for the marketers and entrepreneur who would interest entering foodservice business especially in institutional cafeteria.
