A Review of Sensory Marketing and Its Influence on Consumer Perceptions of Food Purchasing, 2025
Sensory marketing has become an essential factor in the food industry, using visual, olfactory, tactile, and auditory stimuli to strengthen perceptions of product quality. This study aims to analyze the impact of sensory marketing in the food sector by examining how it influences consumer perception...
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| Formato: | Artículo |
| Lenguaje: | inglés |
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2026
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| Acceso en línea: | Enlace permanente (DOI o Handle) Descargar el archivo |
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| _version_ | 1881700505723338752 |
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| author | José Eber Paz Vílchez Jimena Judith Huamán Caro Angela Lucia Muñoz Montoya |
| author_browse | Angela Lucia Muñoz Montoya Jimena Judith Huamán Caro José Eber Paz Vílchez |
| author_facet | José Eber Paz Vílchez Jimena Judith Huamán Caro Angela Lucia Muñoz Montoya |
| author_sort | José Eber Paz Vílchez |
| collection | Producción científica |
| description | Sensory marketing has become an essential factor in the food industry, using visual, olfactory, tactile, and auditory stimuli to strengthen perceptions of product quality. This study aims to analyze the impact of sensory marketing in the food sector by examining how it influences consumer perception and experience and how it contributes to the creation of an emotional bond with the brand. This study is based on a narrative literature review using databases such as Scopus, SciELO, ProQuest, and Google Scholar. Scientific articles published between 2022 and 2025 on sensory marketing in the food industry were selected following a PRISMA flow diagram. A total of 118 initial articles were identified and refined to 51 for the analysis stage. The results show that sensory stimuli, especially visual and olfactory stimuli, have a significant effect on perceived food quality, increasing perceived value and consumers’ willingness to pay more. Likewise, the creation of an appropriate sensory atmosphere in distribution channels encourages consumer purchases and contributes to greater loyalty and repeat purchase behavior. It is concluded that sensory marketing is one of the most relevant strategies in the food industry. When implemented, it improves perceived product quality and helps establish an emotional relationship with consumers. Companies that implement coherent sensory strategies can differentiate themselves from competitors in a dynamic business environment by creating memorable experiences that foster loyalty. |
| format | Article |
| id | openalex:W7162333804 |
| institution | UPeU |
| language | English |
| publishDate | 2026 |
| publishDateRange | 2026 |
| publishDateSort | 2026 |
| record_format | dspace |
| spelling | openalex:W7162333804A Review of Sensory Marketing and Its Influence on Consumer Perceptions of Food Purchasing, 2025José Eber Paz VílchezJimena Judith Huamán CaroAngela Lucia Muñoz Montoyasensory marketingfood industryconsumer perceptionfood quality perceptionvisual stimuliolfactory stimuliperceived valuewillingness to paybrand loyaltyrepeat purchase behaviorcustomer experienceemotional brand connectionConsumer Retail Behavior StudiesConsumer Packaging Perceptions and TrendsConsumer Market Behavior and PricingSensory marketing has become an essential factor in the food industry, using visual, olfactory, tactile, and auditory stimuli to strengthen perceptions of product quality. This study aims to analyze the impact of sensory marketing in the food sector by examining how it influences consumer perception and experience and how it contributes to the creation of an emotional bond with the brand. This study is based on a narrative literature review using databases such as Scopus, SciELO, ProQuest, and Google Scholar. Scientific articles published between 2022 and 2025 on sensory marketing in the food industry were selected following a PRISMA flow diagram. A total of 118 initial articles were identified and refined to 51 for the analysis stage. The results show that sensory stimuli, especially visual and olfactory stimuli, have a significant effect on perceived food quality, increasing perceived value and consumers’ willingness to pay more. Likewise, the creation of an appropriate sensory atmosphere in distribution channels encourages consumer purchases and contributes to greater loyalty and repeat purchase behavior. It is concluded that sensory marketing is one of the most relevant strategies in the food industry. When implemented, it improves perceived product quality and helps establish an emotional relationship with consumers. Companies that implement coherent sensory strategies can differentiate themselves from competitors in a dynamic business environment by creating memorable experiences that foster loyalty.Articlehttps://doi.org/10.57188/rieca.2026.008https://revistas.untumbes.edu.pe/index.php/RIECA/article/download/924/1486W7162333804en2026-05-25 |
| spellingShingle | sensory marketing food industry consumer perception food quality perception visual stimuli olfactory stimuli perceived value willingness to pay brand loyalty repeat purchase behavior customer experience emotional brand connection Consumer Retail Behavior Studies Consumer Packaging Perceptions and Trends Consumer Market Behavior and Pricing José Eber Paz Vílchez Jimena Judith Huamán Caro Angela Lucia Muñoz Montoya A Review of Sensory Marketing and Its Influence on Consumer Perceptions of Food Purchasing, 2025 |
| title | A Review of Sensory Marketing and Its Influence on Consumer Perceptions of Food Purchasing, 2025 |
| title_full | A Review of Sensory Marketing and Its Influence on Consumer Perceptions of Food Purchasing, 2025 |
| title_fullStr | A Review of Sensory Marketing and Its Influence on Consumer Perceptions of Food Purchasing, 2025 |
| title_full_unstemmed | A Review of Sensory Marketing and Its Influence on Consumer Perceptions of Food Purchasing, 2025 |
| title_short | A Review of Sensory Marketing and Its Influence on Consumer Perceptions of Food Purchasing, 2025 |
| title_sort | review of sensory marketing and its influence on consumer perceptions of food purchasing 2025 |
| topic | sensory marketing food industry consumer perception food quality perception visual stimuli olfactory stimuli perceived value willingness to pay brand loyalty repeat purchase behavior customer experience emotional brand connection Consumer Retail Behavior Studies Consumer Packaging Perceptions and Trends Consumer Market Behavior and Pricing |
| topic_facet | sensory marketing food industry consumer perception food quality perception visual stimuli olfactory stimuli perceived value willingness to pay brand loyalty repeat purchase behavior customer experience emotional brand connection Consumer Retail Behavior Studies Consumer Packaging Perceptions and Trends Consumer Market Behavior and Pricing |
| url | https://doi.org/10.57188/rieca.2026.008 https://revistas.untumbes.edu.pe/index.php/RIECA/article/download/924/1486 |
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