Sensory Marketing of Coffee Shops Restaurant Design Towards Customer Repeat Visit in Taguig City

Marcelo JS

Published on: 2023-05-04

Abstract

Sensory Marketing of Coffee Shops aims to determine the relation of our five senses in terms of Sensory Strategy and Sensory Experience. The purpose of this study is to ascertain the sensory marketing of coffee shop that influences customers repeat visit. In Taguig City, particularly the customers from D’ Busy Bean Coffee, La Luna Café and, Sevi Coffee participated in the study whether Sensory Strategies which are the vision, hearing, smell, taste and touch strategy and, the Sensory Experience that consist of attributes, functional benefits, emotional benefits, values and brand personality to arbitrate if there is a significant relationship, if none, the researchers will give recommendations to improve their Sensory Marketing. Utilizing a descriptive correlational research design technique and a quantitative kind of survey questionnaire given to customers of the three coffee shops listed above, the researchers gathered, evaluated, and interpreted the data. The result showed that customers Moderately Agreed because from the above mention variables average weighted mean of 2.50-3.49 with a verbal interpretation of Moderately Agree. Sensory Strategy has an average weighted mean of 3.36, and all of its variables are interpreted as “Moderately Agree”. Overall, Sensory Experience has an average weighted mean of 3.39, and all of its variables are interpreted as “Moderately Agree’’. This research hypothesizes that there is no significant difference in the sensory strategy of the selected coffee shops in terms of the profile of respondent. There is a significant relationship between the sensory experience and sensory strategy in the selected coffee shop in Taguig City.