• BARSHA BORAH

: In recent years, the role of sensory experiences in judgment and decision making has seen a rise of interest in marketing as well as psychology. Sensory marketing helps in enabling consumer senses in purchase decision making. The changing life style and increasing disposable incomes had led to a tremendous growth of the fast food industry. As such food outlets save a lot of time thereby enabling the customer to get into multitasking. With the introduction of famous international branded fast food joints it has been noticed that consumers are day by day more inclining towards them. Earlier companies used audio-visual cues to differentiate their brands from competitors whereas now a day’s companies are working on the five senses to provide stimuli to consumers for their brands. The present study tries to find out the impact of these senses in particular brand awareness, identity, recognition and attractiveness. The study also dwells into how Domino’s Pizza uses sensory marketing and how customers perceive it, behave and finally how it helps in building customer patronage.

Sensory Marketing, Food outlets, senses, Stimuli, Customer Patronage

"Role Of Sensory Marketing In Building Customer Patronage- A Case Study Of Domino’s Pizza Outlets", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.382-399, June 2019, Available :http://www.jetir.org/papers/JETIR1907U80.pdf

"Role Of Sensory Marketing In Building Customer Patronage- A Case Study Of Domino’s Pizza Outlets", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp382-399, June 2019, Available at : http://www.jetir.org/papers/JETIR1907U80.pdf