Conference Paper

Sensory Marketing Strategies and Consumer Buying Behaviour: A Study of Shoprite Sango Ota, Ogun State, Nigeria.

Abstract This study investigates the influence of sensory marketing strategies—namely visual appeal, auditory engagement, olfactory cues, and tactile interaction—on consumer buying behavior at Shoprite Sango Ota, Ogun State, Nigeria. A survey design was adopted, and data were gathered from 560 respondents using structured questionnaires. The analysis of the data was carried out using descriptive statistics as well as through regression analysis through SPSS version 20. Findings from the research indicate that tactile touches, olfactory, as well as auditory engagement, have a big impact on buying behavior of consumers, with the highest influence being of tactile touch. On the other hand, visual appeal proved statistically insignificant. The research concludes that there is an important role of sensory marketing in influencing buying behavior of consumers, hence it is suggested that the retailers embrace multi-sensory approach—particularly focusing on touch, smell, and sound—to enhance customer experience as well as drive selling. Keywords: Consumer buying behavior, sensory marketing, tactile touch, olfactory, auditory engagement, visual appeal.