People can enjoy a cup of coffee at a coffee shop, which was established for such a purpose. The majority of coffee shops provide customers with a selection of coffee brewing options, from basic coffee to specialty coffee, which is often made in-house by the coffee shop by combining its own beans.

Common marketing techniques including discounts, free drinks, items, and others are frequently offered at coffee shops, along with free internet access. Additionally, some coffee shops alter the ambiance of the café by updating the building and its contents in an effort to attract customers by providing a friendly and comfortable environment.

Today, the idea of a café as a place to eat is recognized as a master concept of a coffee shop that has evolved into the idea of a café as a place to hang out. More specifically, it is required that a café have a certain theme, such as a particular interior design concept. The brand piqued consumers' interest because of the unique personalities that every one of them possessed. Additionally, a brand's attributes might vary in terms of shape, texture, size, and many other distinguishing qualities depending on the preferences of the consumer [1]. As a result, consumers will behave differently in various contexts. Brand personality comes from three different places:

• Consumer associations with the brand,
• The company's image in producing advertising to draw in customers, and
• The characteristics of the product. As a result, the brand's personality itself illustrates how an individual's response to or purchase of the brand can first be influenced by his or her particular personality. Additionally, it reacts to various emotional desires in customers, and their opinions impact brand purchases.

In managerial science, the topic of sensory marketing was a relatively new idea. Companies constantly struggle to come up with innovative strategies that will provide them a competitive edge in the war for customers because of the highly competitive climate of the global market. The use of sensory marketing tools in brand-building processes was one such strategy. Using sensory appeal, sensory marketing, sometimes referred to as sensory advertising, allowed you to engage your audience's five senses. Creating content that appeals to the senses of sight, touch, sound, smell, and taste was its main objective.

Multi-sensory marketing, also known as sensory branding, was proven to be a successful strategy for grabbing attention and creating brand loyalty. Numerous strategies were utilized in sensory marketing to appeal to your customers' senses and changed their behavior based on how your brand and strategies make them feel. Media senses can have a big impact on your audience and their decision to purchase your product when used in advertising and marketing efforts.

Consumer impressions and purchasing decisions were significantly influenced by the senses. It has been a long-standing goal of marketers to incorporate the senses into brand messaging, albeit typically in a restricted and fragmented form. Today, sensory marketing was acknowledged as a crucial strategy for enhancing the bond between a company and a consumer by arousing emotions and all the senses.

The purpose of this study was to ascertain the sensory marketing of coffee shop designs as it influences repeat visit. Several coffee shops in Taguig City will be part of the study of their sensory marketing practices inducing customers to repeat visits to their restaurant designs. It will be possible to reduce the expenses connected with redesigning and rebuilding while maximizing profit by identifying the sensory variables and drivers. It must be necessary to analyse people's emotions to do this.

This study will focus on the sensory strategies and sensory experiences of a specific coffee shops in Taguig City.  In order to assess the coffee shops in Taguig city different sensory were used In Sensory Strategy they used Vision strategy, Hearing Strategy, Smell Strategy, Touch Strategy and Taste Strategy. It also includes the Sensory Experiences which are, Attributes, Functional and emotional benefits, values and Brand Personality.

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.

The main strategic objective of sensory marketing was to communicate a brand image—in other words, sensory branding. The goal was to use the senses to reinforce the product’s attributes, functional or emotional benefits, values, and personality, conveying its relevance to the consumer and helping to communicate its brand identity, while at the same time—and most importantly—communicating the product’s differential value for a specific segment of customers in an increasingly competitive market.

The quantitative approach and descriptive correlation research design were used in this study. It was designed to collect information that helped to analyse the impact of Sensory Marketing on repeat visit of customers at the aforementioned Coffee Shops, particularly D' Busy Bean Coffee, La Luna Cafe, and Sevi Coffee, in Hagonoy and South Signal, Taguig City. Stated that this form of research design is a component of quantitative market research or social research studies that involve conducting survey research utilizing quantitative variables using a market research instrument or social research tool. The researchers will employ a convenient sampling strategy, which is more complicated and time-consuming than non-probability sampling, to choose participants who are readily accessible, available, and prepared to respond to the questionnaire.

In order to influence the marketing mix reactions of D' Busy Bean Coffee, La Luna Cafe, and Sevi Coffee in Hagonoy and South Signal, Taguig City, the researcher's approaches are acceptable in terms of convenient sampling strategy.

The study's Statement of the Problem served as the foundation for the questions. This study's methodology was randomized, and no particular individuals were engaged. After the paper's pre-oral or proposal defense, the survey will be verified. Before it was used, the questionnaire's content was validated in order to create a clear and simple research tool.

The following procedures were adopted in order to gather the needed date for the study: The researchers came up with all of the questions for the survey questionnaire and validated it with their internal and external panelist for approval. Followed by formulation of a letter of permission to conduct the study to the research professor and research adviser in order to allow the survey method procedure. And upon the approval of the letter, survey questionnaire was distributed to the three coffee shops who agreed to be surveyed. The researchers formulated the General Weighted Average (GWA) of each of the customer-respondent. The data or responses was retrieved, tabulated, analysed, and statistically treated and was interpreted with the assistance of the adviser and statistician. The data was presented into a tabular and textual presentation.

Table 1: How do the three Coffee shops in Taguig City; D' Busy Bean Coffee, La Luna Cafe, and Sevi Coffee perceive the sensory experiences and sensory strategies?.

Table 2: Perception of the respondent of The Respondents on the Sensory Strategy of the Coffee Shops in Terms of Vision, Hearing, Smell, Touch and Taste Strategy.

Table 2 shows the ranking of the respondents’ assessment of Sensory Marketing as of Selected Coffee shops in Taguig City particularly D’ Busy Bean Coffee, La Luna Cafe and Sevi Coffee Shop in terms of sensory strategy. Table 2 with five indicators being used. Their respective weighted mean and verbal interpretation are included. As stated in Table 2, it was interpreted as MODERATELY AGREE with an overall weighted mean of 3.36. Five (5) indicators are interpreted as moderately agree namely; taste strategy with a composted weighted mean of 3.38 which ranked as 1; Hearing and Smell Strategy with a composted weighted mean of 3.37 which ranked as 2; Vision Strategy with a composted weighted mean of 3.35 which ranked as 4; Touch Strategy with a composted weighted mean of 3.31 which is ranked as 5.

This result can be explained by stating that D’ Busy Bean Coffee, La Luna Cafe and Sevi Coffee Shop sensory marketing in terms of sensory strategy. They should provide comfortable furniture and lightweight tableware that are easy to use and carry.

One of our most distinct emotional senses is our sense of taste. This principle is frequently demonstrated in real-world situations through the ideas of sweetness, sourness, and taste [2]. The five senses work together harmoniously while human eats since taste is only one aspect of food; this finding was supported which the other four are smell, texture, sight, and chewing sound. There have been a few studies that have confirmed this association, despite the fact that there haven't been many on the impact of "taste" on consumer emotions.

Table 3: Perception of The Respondents on The Sensory Experience of the Coffee Shops in Terms of Attributes, Functional Benefits, Emotional Benefits, Values and Brand Personality.

The ranking of the respondents’ assessment towards the Effectiveness of Sensory Marketing as Branding of Selected Coffee shops in Taguig City particularly D’ Busy Bean Coffee, La Luna Cafe and Sevi Coffee Shop in terms of sensory experience. Table 3 with five indicators being used. Their respective weighted mean and verbal interpretation are included. As stated in Table 3, it was interpreted as MODERATELY AGREE with an overall weighted mean of 3.39. Five (5) indicators are interpreted as moderately agree namely; Attributes and Emotional Benefits with a composted weighted mean of 3.42 which ranked as 1; Values with a composted weighted mean of 3.38 which ranked as 3; Brand Personality with a composted weighted mean of 3.37 which ranked as 4; Functional Benefit with a composted weighted mean of 3.35 which is ranked as 5.

This result can be explained by stating that D’ Busy Bean Coffee, La Luna Cafe and Sevi Coffee Shop sensory marketing in terms of sensory experience. There is only one thing that needs to take in Re-considering which is their location according to their target market for the convenience for both the shop and the customers.

These findings support the study made that the purpose of his study is to determine which aspects of customer satisfaction are more significant when consumers select coffee shops. Based on the literature this study examines "atmosphere," "employee attitudes," "information technology service (IT service)," and "coffee quality" in relation to "satisfaction" and "loyalty" [3,4].

Table 4: Significant Difference in the Sensory Strategy of the Selected Coffee Shops on the profile in terms of Vision Strategy.

α=0.05                                If p-value <, Reject H

Table 4 presented the significant difference in the sensory strategy of the selected coffee shop in terms of the profile. It showed that the age with a mean of 4.25 and a p-value of 0.658; sex with a mean of 4.43 and a p-value of 0.532; civil status with a mean of 4.24 and a p-value of 0.321; income bracket with the mean of 4.45 and a p-value of 0.235; and frequency of visit with the mean of 4.56 and a p-value of 0.209, all the p-value of the profile were higher than the level of significance of 0.05, hence the null hypothesis was accepted. This showed that there was no significant difference between the vision strategy and the profile of the respondents.

Table 5: Significant Difference in the Sensory Strategy of the Selected Coffee Shops on the profile in terms of Hearing Strategy.

α=0.05                                If p-value <, Reject Ho

Table 5 presented the significant difference in the sensory strategy of the selected coffee shop in terms of the profile. It showed that the age with a mean of 3.99 and a p-value of 0.756; sex with a mean of 4.09 and a p-value of 0.415; civil status with a mean of 4.12 and a p-value of 0.478; income bracket with a mean of 4.09 and a p-value of 0.214; and frequency of visit with the mean of 4.45 and a p-value of 0.334, all the p-value of the profile were higher than the level of significance of 0.05, hence the null hypothesis was accepted. This only showed that there was no significant difference in the hearing strategy and the profile of the respondents. It appeared that the profile of the customers does not have anything to work with the hearing strategy of the coffee shop. The vision was mediated naturally among the customers.

Table 6: Significant Difference in the Sensory Strategy of the Selected Coffee Shops on the profile in terms of Smell Strategy.

α=0.05              If p-value <, Reject Ho

Table 6 presented the significant difference in the sensory strategy of the selected coffee shop in terms of the profile. It showed that the age with a mean of 4.15 and a p-value of 0.621; sex with a mean of 4.14 and a p-value of 0.356; civil status with a mean of 4.13 and a p-value of 0.265; income bracket with the mean of 4.45 and a p-value of 0.557; and frequency of visit with the mean of 4.77 and a p-value of 0.632, all the p-value of the profile were higher than the level of significance of 0.05, hence the null hypothesis was accepted. This revealed that there is no significant difference in the smell strategy and the profile of the respondents.

Table 7: Significant Difference in the Sensory Strategy of the Selected Coffee Shops on the profile in terms of Touch Strategy.

α=0.05   If p-value <, Reject Ho

Table 7 presented the significant difference in the sensory strategy of the selected coffee shop in terms of the profile. It showed that the age with a mean of 4.15 and a p-value of 0.561; sex with a mean of 4.29 and a p-value of 0.678; civil status with a mean of 4.45 and a p-value of 0.231; income bracket with a mean of 4.39 and a p-value of 0.345; and frequency of visit with the mean of 4.90 and a p-value of 0.567, all the p-value of the profile were higher than the level of significance of 0.05, hence the null hypothesis was accepted. This revealed that there is no significant difference between the touch strategy and the profile of the respondents.

Table 8: Significant Difference in the Sensory Strategy of the Selected Coffee Shops on the profile in terms of Taste Strategy.

    α=0.05       If p-value <, Reject Ho

Table 8 presented the significant difference in the sensory strategy of the selected coffee shop in terms of the profile. It showed that the age with a mean of 4.23 and a p-value of 0.310; sex with a mean of 4.32 and a p-value of 0.431; civil status with a mean of 4.45 and a p-value of 0.567; income bracket with the mean of 4.67 and a p-value of 0.312; and frequency of visit with the mean of 4.35 and a p-value of 0.345, all the p-value of the profile were higher than the level of significance of 0.05, hence the null hypothesis was accepted. This revealed that there was no significant difference in the taste strategy and the profile of the respondents.

Table 9: Significant Relationship between the Sensory Experience and Sensory Strategy in terms of Attributes, Functional Benefits, Emotional Benefits, Values, Brand Personality.

*Legend: 0.00 to 0.19 = Very Weak Correlation; 0.20 to 0.39 = Weak Correlation; 0.40 to 0.59 = Moderate Correlation; 0.60 to 0.79 = Strong Correlation; 0.80 to 1.00 = Very Strong Correlation

** Correlation is significant at 0.01 level of relationship (2-tailed)

Table 9 presented the significant relationship between sensory experience and sensory strategy when it comes to Attributes, Functional Benefits, Emotional Benefits, Values and Brand Personality. It showed that attributes with a correlation coefficient of 0.978 and interpreted as a very strong correlation; functional benefits with a correlation coefficient of 0.876 and interpreted as a very strong relationship; emotional benefits with a correlation coefficient of 0.899 and interpreted as a very strong relationship; values with a correlation coefficient of 0.967 and interpreted as very strong correlation; and brand personality with 0.954 coefficient and interpreted as very strong correlation as well. In terms of the p-value, attributes, functional benefits, values and brand personality of 0.000 p-value, while emotional benefits with a p-value of 0.001, were all lower than the level of significance of 0.01 and therefore showed that there was a significant relationship between sensory experience and Sensory Strategy. Thus, the null hypothesis was rejected.

It revealed that Sensory Experience played an important role with its variables: Attributes, Functional Benefits, Emotional Benefits, Values and Brand Personality and it triggered and benefited the stay and consumption of the customers.

The sudden popularity of Different Coffee shops in Taguig City has become famous that most people is patronizing. The study will determine the sensory strategies and sensory experiences of a specific coffee shops in Taguig City.  In order to assess the coffee shops in taguig city different sensory were used In Sensory Strategy they used Vision strategy, Hearing Strategy, Smell Strategy, Touch Strategy and Taste Strategy. It also includes the Sensory Experiences which are, Attributes, Functional and emotional benefits, values and Brand Personality.

The summaries of findings of this study are as follows: (1) Most of the respondents assessed the indicators under the vision strategy were effective. As a result, the level of Sensory marketing responses of the three coffee shops in terms of vision strategy was rated as " Moderately Agree " with an average weighted mean of 3.35. (2) On the other hand, the indicators in terms of hearing strategy, most of the respondents rated it as effective, in which the overall assessment towards the level of Sensory marketing responses of the three coffee shops in terms of hearing strategy was rated as " Moderately Agree " with an average weighted mean of 3.37. (3) Under the sensory marketing responses in terms of smell, most of the respondents rated the indicators “Moderately Agree” with an average weighted mean of 3.37. (4) When it comes to touch, most of the respondents also rated the indicators under this variable as “Moderately Agree” with an average weighted mean of 3.31. (5) In addition, the entire interpretation in terms of taste was rated as " Moderately Agree " with an average weighted mean of 3.38. (6) Based on the obtained and interpreted data from the responses in the three coffee shops, the attributes w rated as " Moderately Agree " with an overall average weighted mean of 3.42. (7) Based on the findings in terms of functional benefits, most of the respondents rated the indicators effectively and the data interpretation showed an average weighted mean of 3.35 which represents " Moderately Agree ". (8) Based on the obtained data from the responses in the three coffee shops, the emotional benefits were rated as “Moderately Agree” with an overall average weighted mean of 3.42. (9) Based on the findings in terms of values, most of the respondents rated the indicators effectively and the data interpretation showed an average weighted mean of 3.38 which represents " Moderately Agree " (10) Based on the obtained data from the responses in the three coffee shops, the brand personality was rated as “Moderately Agree” with an overall average weighted mean of 3.37. This research hypothesizes states 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.

Coffee Shops at Taguig City

The study will be helpful to the selected coffee shops that will be part of the locale for the conduct of the study. It will help them to get data or research-based output on the importance and significance of sensory marketing with a direct impact on how they develop their place, the ambiance, and other related factors in terms of ergonomics and design.

Restaurant Industry

 The study will help boost and recover the restaurant industry, particularly in the concept of the coffee shop business. It will be an option and strategy in some outlets or establishments to engage and assess their services.

Academic Institution

The study will be an additional scholastic output in terms of the limited study about ergonomics, sensory assessment, and marketing behavior and how it develops the hospitality industry and the academic institution.

Hospitality Management Students

This study will be beneficial to HM students and faculty members of Taguig City University in terms of the knowledge that the study will contribute. The study can also be used by the faculty and students as a basis for future studies under the same theme or sector.

The study will be helpful to future researchers for further knowledge and intention to know about sensory marketing, ergonomics, and sensory assessment and evaluation. 

This study is limited to the following scope such as this study focused on sensory strategies and sensory experiences of a selected coffee shops in Taguig City.  In order to assess the coffee shops in terms of Sensory Strategy which are Vision strategy, Hearing Strategy, Smell Strategy, Touch Strategy and Taste Strategy. It also includes the Sensory Experiences which are, Attributes, Functional and emotional benefits, values and Brand Personality. The respondents of the study are the customers of selected coffee shops in Taguig City. The timeframe of the study was from September 2022 to January 2023.

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