SENSORY MARKETING ADOPTION AND CONSUMER PURCHASE DECISION OF FAST FOOD DEALERS IN PORT HARCOURT.

Abstract

The study empirical examined sensory marketing adoption and consumer purchase decision of fast food dealers in Port Harcourt. The objective of the study was to determine the relationship between several marketing adoption and consumer purchase decision of fast food dealers in Port Harcourt, the population of the study comprised of all the fast food dealers in Port Harcourt. 382 consumers are used from the population as respondents through the use of Krejice and Morgan Table 1970 as sample. The research design was a correlational research study, while the person-product movement correlational statistics was used to test the hypothesis and supplemented with the use of SPSS version 21.0. The result of the study was that, there was a positive significant relationship between sensory marketing adoption and consumer purchase decision of fast food dealers in Port Harcourt. The findings where that, there is a positive significant relationship between sight and spontaneous purchase relationship and regular purchase decisions, we concluded therefore that, sensory marketing adoption that positive significant relationship with consumer purchase decision of fast food dealers in Port Harcourt. We recommended therefore, fast food dealers should adopt sight as a mean to enhance customer loyalty and also enhance effect or easy identification of customers in terms of providing high quality products to attract consumer perception of the goods and services.