THE IMPACT OF SENSORY MARKETING ON CONSUMERS' PURCHASING BEHAVIOUR (THE CASE OF GEORGIA)
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Abstract
This paper demonstrates that intense competition is a defining feature of the modern retail sector, encouraging companies to develop innovative marketing strategies aimed at enhancing consumer engagement. In this context, sensory marketing is considered an important strategic approach as it significantly influences consumers' perceptions, preferences and purchasing decisions. Despite the abundance of existing literature on sensory marketing, the influence of sensory stimuli on consumer behaviour in emerging markets, including Georgia, remains insufficiently explored. The present study examines the impact of sensory stimuli on consumer purchasing behaviour in the retail sector, based on the S-O-R (Stimulus-Organism-Response) model. The study is based on empirical data collected from 723 respondents and analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings reveal that sensory stimuli significantly enhance consumer engagement, which exerts a substantial influence on purchase intention and ultimately shapes purchasing behaviour. The results further indicate that olfactory (β=0.568) and visual (β=0.554) stimuli have the strongest effect on consumer engagement. Additionally, consumer engagement has a significant impact on purchase intention (β=0.770), which in turn exerts a strong influence on purchasing behaviour (β=0.765). This study addresses important gaps in the existing literature related to emerging markets and offers practical recommendations for effectively implementing sensory strategies in the retail sector.
How to Cite
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sensory stimuli, S-O-R model, consumer engagement, purchase intention, purchase behaviour, retail sector, Georgia
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