Abstract:
Sensory marketing has emerged as a key trend in the retail sector to appeal to the consumers'
sense of sight, sound, smell, taste and touch to drive their buying decisions. This research
was conducted to assess the influence of sensory marketing on impulsive buying behavior of
consumers at Kitchens by Keells outlets in the Kalutara District. A quantitative study was
conducted and primary data were gathered using a structured questionnaire from Kitchens
by Keells customers in Kalutara District. Using the convenience sampling method, 200
responses were collected. Data were analyzed using Statistical Package for Social Sciences
(SPSS) with the aid of descriptive statistics, reliability test, Independent Sample T-Test, One
Way ANOVA and Multiple Linear Regression Analysis. The results of the reliability
analysis above the standard range confirmed the excellent internal consistency of the
measuring scale. The multiple regression analysis results indicated that sensory marketing
factors significantly influence consumers' impulsive buying behavior. Among the five
sensory factors, smell and taste factors are found to be the most significant variables that
promote impulsive buying. The study also showed that age and gender of the consumers did
not significantly affect impulsive buying. This research concludes that a retail sensory
environment has a positive impact on implusive buying behaviour. Therefore, Kitchens by
Keells managers need to emphasize aroma marketing, taste, visual display and comfortable
store environment to enhance consumer satisfaction and retail sales. This research adds to
the body of knowledge on sensory marketing in the Sri Lankan retail environment and offers
insights for retailers.
