The Impact of Sensory Marketing on Consumer Buying Decision: Examining the Mediating Effect of Brand Trust with Special Reference to the Fast-Food Industry in Western Province, Sri Lanka

Abstract

Sensory marketing, an innovative approach to consumer engagement, has gained considerable attention in global markets but remains underexplored in Sri Lanka's fast-food industry. This study elaborates on the impact of sensory marketing on consumer buying decisions, examining the mediating effect of brand trust. Addressing an available performance deviation in aligning sensory branding practices with the preferences of Sri Lankan consumers, the research offers empirical insights into how brand trust bridges the relationship between sensory marketing and consumer purchasing behavior. With the growing importance of sensory elements in shaping consumer experiences, this study contributes to the sparse literature on sensory branding in the Sri Lankan context, especially within the fast-food sector. The multidimensional role of sensory stimuli (visual, auditory, olfactory, gustatory, and tactile) influences brand perception and trust. Additionally, prior studies emphasize the mediating potential of brand trust in consumer decision-making. Adopting a quantitative cross-sectional research design, this study aligns with the positivist research philosophy and deductive approach. The fast-food industry in Sri Lanka's Western Province was chosen due to its high consumer density and diversity of fast food. A sample size of 384 participants was derived using a convenience sampling technique, ensuring demographic representation across key age, income, and education categories. Data collection was facilitated through a structured questionnaire comprising three primary sections: sensory marketing dimensions, brand trust indicators, and consumer buying decision factors. The reliability and validity of the instrument were ensured through pretesting and pilot studies. Collected data were analyzed using SPSS software. Reliability was confirmed through Cronbach's alpha values exceeding 0.7, while sampling adequacy and data suitability were validated using the Kaiser-Meyer-Olkin (KMO) test and Bartlett's test of sphericity. Skewness and kurtosis assessments demonstrated data normality, which signifies values between -2 and +2. Key analytical methods included correlation analysis to explore relationships among variables, regression analysis to test hypothesized impacts, Process V4.2 extension towards mediation effect, and structural equation modeling (SEM) to examine the mediating role of brand trust. Findings reveal that sensory marketing significantly influences consumer buying decisions, with strong positive associations observed across all sensory dimensions. Brand trust emerged as a pivotal mediator, strengthening the link between sensory marketing and consumer decision-making. Specifically, sensory stimuli not only enhance immediate purchase intentions but also contribute to long-term trust in fast-food brands. Visual and olfactory elements were identified as the most influential sensory factors, while auditory and tactile elements showed moderate impacts. Furthermore, brand trust positively correlated with consumer loyalty, emphasizing its critical role in shaping consumer buying decisions. From a managerial perspective, the study underscores the importance of integrating sensory branding strategies into marketing frameworks to build brand trust and drive consumer decisions. Practical recommendations include prioritizing culturally resonant sensory elements and leveraging consumer feedback to refine sensory branding practices. Empirically, this research fills a critical gap in sensory marketing literature, particularly in the context of emerging markets like Sri Lanka. However, limitations include the use of convenience sampling, which may restrict the generalizability of findings, and the cross-sectional design, which limits insights into temporal dynamics. Future research could adopt longitudinal designs to explore the evolving role of sensory marketing over time, examine additional mediating variables such as customer satisfaction, and extend the scope to other industries or geographic regions. Ultimately, this study advances both academic and practical understandings of sensory marketing, offering actionable strategies for fast-food businesses in Sri Lanka to enhance consumer engagement and foster brand loyalty through trust-driven sensory experiences.