Sensory Marketing and its Impact on Consumer Buying Behavior: An Empirical Study on Consumers of Al-Arbid Honey Products in the City of Tripoli

Abstract

This study aimed to identify the impact of sensory marketing (sight, smell, and taste) on consumer purchasing behavior among consumers of Al-Arbid Honey Company products in Tripoli. The study employed a descriptive analytical approach, utilizing a questionnaire as the data collection instrument. Sixty (60) questionnaires were distributed, and fifty-seven (57) were returned and deemed valid for statistical analysis. The study yielded the following results:

-The relationship between the dimensions of sensory marketing and consumer purchasing behavior is a moderate and positive relationship, as the correlation coefficient reached (0.488), which reflects the existence of a positive correlation between the independent variables and the dependent variable, which indicates that the percentage of (23.8) of the change in consumer purchasing behavior is due to the dimensions of sensory marketing (sight dimension, smell dimension, taste dimension), while the remaining percentages are attributed to other factors.

-               - It was also shown that the visual dimension was statistically significant, as was the taste    dimension at a statistical significance level of (0.05), while the (smell dimension) was not statistically significant at a statistical significance level of (0.05), which means that its effect is weak within the multiple linear regression equation and does not contribute significantly to explaining the change in purchasing behavior.

-               -There are no statistically significant differences at the (0.05) level between the average responses of the study sample regarding the impact of sensory marketing on consumer purchasing behavior for all axes according to the variable (gender, age, educational qualification, monthly income), except for (farsightedness) for the educational qualification variable in favor of the university education category, and also for the monthly income variable in favor of the category of (1000 to less than 2000) dinars, there are significant differences.