The “Internet of things” (IoT) is becoming an increasingly growing topic of conversation both in the workplace and outside of it. The Internet of Things is creating a new world, a quantifiable and measureable world, where people and businesses can manage their assets in better informed ways,
In conducting this inquiry, the main sought information was information such as knowing the general awareness of the food industry’s actors for a specific promotional tool: sensory marketing. Then it was discovering the companies-usage patterns for sensory marketing: how
do they use it? At the end, the dissertation targets the general thought that the food-industry in South Kerala can have about sensory marketing.
Then, according to the analysis’ results, the concept of sensory marketing is known among those actors. Not exactly as “sensory marketing” that is still a scientific word for them but as what they would perhaps call: creating and developing a special atmosphere for the restaurant.
Indeed, every interviewed restaurant was aware that the atmosphere of the place is of major importance in the differentiation process. But they were not especially aware that this could
lead to sensory marketing. Everybody admit to say that the stimulation of the senses (in this case, the stimulation of the sight, the smell and the hearing) was of importance but still, the use of specific marketing techniques for each senses is not equally developed. The most unused techniques are the ones referring to the smell. Nobody used techniques such as artificial diffusers for instance. Even if they know that this is of importance in the perception of the place to the customer, they just take advantage from the natural smell to create an atmosphere, but they do not try to stimulate that, to develop a way of attracting customer by those techniques.
How the food industry can use sensory marketing as a promotional advantage
That was the research question of the dissertation. Both frame of references and analysis of the data helped the report to answer this question. It is important to give an answer in dividing the restaurants in two different groups: the first group concerns food-industry actors which maximize sensorial techniques to attract customers and the second group concerns those which use sensory marketing in its basis, more to create a specific atmosphere for existing customers than to attract new ones.
In the first group, sensory marketing is fully used as a promotional advantage: the main aims are attracting people, create preferences by stimulating the senses of the customer, and develop tools such as artificial diffusers, different type of music at different time of the day, specific decorations. In the second group, where Calicut’s restaurants belong to, sensory marketing is not really used as a promotional advantage yet, it is something that comes with the will to create a specific atmosphere. It is then more in order to keep existing customers in a comfortable environment than to attract new ones. In this group, restaurants develop more or less sensorial marketing techniques and, at least, develop it inside the restaurant (for customers enjoying the restaurant) and not outside (for potential customer to be attracted by it).
In conducting this survey, those interviews and in writing this dissertation, it has been learned a lot about the concept of sensory marketing. An interesting point that has been discovered in making this report is that sensory marketing, which is still partially developed in companies strategies for the moment, could be integrated in many marketing strategies in the future as it gives to companies “something more” than others, than the competition.