An Examination of the Role of Sensory Marketing in Consumer Decision-Making: A Case Study of Dangote Group in Kano State
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- NGN 5000
Background of the Study
Sensory marketing refers to the use of sensory stimuli—such as sight, sound, taste, touch, and smell—to influence consumer behavior and enhance their emotional connection with a brand. Marketers use sensory cues to create memorable experiences that drive consumer decisions (Krishna, 2023).
The Dangote Group, a dominant player in the Nigerian market across multiple industries, including cement, salt, and sugar, has utilized sensory marketing to enhance brand recognition and customer loyalty. In Kano State, where sensory engagement may significantly influence consumer choices, Dangote’s use of sensory marketing tools, such as packaging design, product presentation, and sensory experiences at retail locations, is integral to their strategy (Oluwaseyi & Musa, 2024).
This study seeks to examine how sensory marketing influences consumer decision-making, focusing on Dangote Group’s practices in Kano State.
Statement of the Problem
While sensory marketing has been widely discussed in academic literature, its practical application and impact in specific markets like Kano State, where cultural and environmental factors vary, remain under-explored. In Kano, consumers’ sensory perceptions are strongly linked to product satisfaction and repeat purchases. However, Dangote’s use of sensory marketing might face challenges due to local preferences and the diverse sensory appeals needed to resonate with different consumer segments (Adamu & Hassan, 2023).
This study aims to explore the role of sensory marketing in shaping consumer decisions for Dangote products in Kano State.
Objectives of the Study
- To evaluate the role of sensory marketing in influencing consumer decision-making for Dangote Group in Kano State.
- To identify the sensory stimuli that most influence consumer behavior in Kano State.
- To assess the effectiveness of Dangote Group’s sensory marketing strategies in driving customer engagement.
Research Questions
- How does sensory marketing influence consumer decision-making for Dangote products in Kano State?
- Which sensory stimuli have the greatest impact on consumer behavior in Kano State?
- How effective are Dangote Group’s sensory marketing strategies in enhancing consumer engagement and brand loyalty?
Research Hypotheses
- Sensory marketing does not significantly influence consumer decision-making for Dangote products in Kano State.
- Visual stimuli have the greatest impact on consumer decision-making for Dangote Group’s products in Kano State.
- Consumer engagement does not significantly mediate the relationship between sensory marketing and brand loyalty.
Scope and Limitations of the Study
This study focuses on sensory marketing practices at Dangote Group in Kano State. Limitations include variations in individual sensory preferences, regional differences in consumer behavior, and challenges in measuring the impact of sensory cues effectively.
Definitions of Terms
- Sensory Marketing: The use of sensory stimuli to enhance consumer experience and influence buying decisions.
- Consumer Decision-Making: The process by which consumers choose products or services based on preferences and influencing factors.
- Brand Loyalty: The tendency of consumers to consistently purchase a particular brand’s products over time.
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