Evaluation of Sensory Marketing in Coffee Shops from an Experiential Value Perspective among University Students

Authors : Hasan Selçuk Eti

Pages : 195-211

Doi:10.20304/humanitas.1383225

View : 85 | Download : 125

Publication Date : 2024-03-14

Article Type : Research Paper

Abstract :This research aimed to examine the effect of sensory marketing in coffee shops on experiential value among university students. The research was conducted in the relational screening model. The sample of the research consisted of a total of 388 volunteer participants selected by convenience sampling method among university students in Turkey. In the research, primary data was collected using a demographic information form, Sensory Marketing Scale and Experiential Value Scale. SPSS was used in the analyzes carried out in the research. Regression analyzes were conducted to test the research hypotheses. As a result of the research, it was determined that sensory marketing had a positive and significant effect on experiential value. In the analysis of the sub-dimensions, it was determined that all dimensions of sensory marketing had positive and significant effects on experiential value.As a conclusion, sensory marketing contributes to experiential value both in general and in all its dimensions.
Keywords : duyusal pazarlama, deneyimsel pazarlama, tüketici deneyimi, deneyimsel değer