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THE EFFECT OF SENSORY MARKETING ON RETAIL CONSUMER BEHAVIOR (RESEARCH EXTENDING THE „STIMULUS-ORGANISM-RESPONSE“ MODEL)

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Nugzar Todua

Doctor of Economics Science, Professor and Head of Marketing Department, Faculty of Economics and Business, Ivane Javakhishvili Tbilisi State University

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Giorgi Ghvaladze

PhD Student, Faculty of Economics and Business, Ivane Javakhishvili Tbilisi State University

Abstract

The paper shows that the modern retail sector is characterized by high competition, which pushes companies to develop innovative marketing strategies to enhance customer engagement. The article considers sensory marketing as such a strategy, which plays an important role in shaping consumer perceptions, preferences, and purchasing decisions. Sensory marketing, as an innovative approach, influences all five senses of the consumer (sight, hearing, touch, smell, and taste) to shape their perceptions, emotions, and behaviors. Unlike traditional stimuli, sensory signals often operate at an unconscious level and bypass rational processing, which significantly affects the decision-making process of consumers. Sensory stimuli trigger cognitive, emotional, and behavioral reactions that play a special role in shaping the consumer experience. The paper emphasizes that despite the abundance of literature on sensory marketing, the impact of sensory stimuli on consumer behavior is still insufficiently studied in emerging markets, including Georgia. Most of the existing studies are concentrated on developed economies and do not take into account the specific circumstances characteristic of emerging markets, which are related to different cultural contexts, consumer behavioral characteristics, and the structure of the retail environment. In relation to Georgia, the current issue is very relevant, since the retail sector has developed significantly and competition has increased in recent years, which necessitates the need for an in-depth study of consumer behavior in this area. Based on the above, this study aims to study the impact of sensory stimuli on the purchasing behavior of retail consumers, which is based on the S-O-R (Stimulus-Organism-Reactions) model. The S-O-R model describes how environmental stimuli are transformed into internal states and, ultimately, behavioral responses. This model is particularly suitable for the study of sensory stimuli, as it allows for the study of the direct and indirect effects of sensory stimuli on consumer behavior.

The study uses empirical data from 723 respondents, processed using structural equation modeling PLS-SEM. The results of the study show that sensory stimuli significantly increase consumer engagement, which, in turn, has a noticeable impact on purchase intention, which ultimately shapes purchase behavior. The results show that olfactory stimuli (β=0.568) and visual stimuli (β=0.554) have the strongest impact on consumer engagement. In addition, engagement significantly affects purchase intention (β=0.770), and the latter - on purchase behavior (β=0.765). The study fills the existing literature gaps in the context of emerging markets and presents practical recommendations for the effective use of sensory strategies in the retail sector.

The present study showed that sensory stimuli have a significant impact on consumer behavior in Georgian retail. Our study confirmed that sensory stimuli play an important role in shaping consumer behavior. In particular, the results showed that visual, auditory, tactile, olfactory, and gustatory stimuli are positively related to consumer engagement, which in turn affects purchase intention, which in turn affects purchase behavior. In addition, one of the results of the study revealed that not all sensory stimuli have equal power. A particularly strong effect was observed in relation to olfactory and visual stimuli, which indicates that these two factors may be the most effective in shaping consumer emotional engagement in retail. This result once again confirms the idea that consumer behavioral reactions are formed not only by rational assessments, but also by unconscious perceptions of the environment.

The analysis revealed statistically significant relationships between individual sensory stimuli and consumer engagement, as well as between engagement and purchase intention, which, in turn, has a significant impact on purchase behaviour. Regression analysis also confirmed that the use of sensory stimuli in retail has a strong effect on enhancing consumer engagement. All hypotheses formulated within the study were confirmed, which is fully consistent with the S-O-R model.

Theoretically, the study extends the existing literature in several ways. One of the main contributions is the confirmation of the role of consumer engagement as a mediating mechanism between sensory stimuli and behavioral outcomes. Within the framework of the S–O–R model, it was confirmed that sensory stimuli influence consumer engagement, which subsequently determines their behavioral responses. These results expand the literature on sensory marketing in the context of emerging markets and prove the effectiveness of the sensory marketing approach.

From a practical perspective, the findings of the study offer important recommendations for retailers. Marketers should implement integrated multi-sensory strategies to enhance the customer experience. The use of olfactory and visual stimuli can be particularly effective. In cases of limited resources, it is recommended to use pleasant aromas in retail outlets, select optimal lighting and color combinations, and design the environment in a way that will promote customer comfort and increase the time spent in the store.

Overall, the study confirms the effectiveness of sensory marketing in the Georgian retail sector and creates an important theoretical and practical basis for a better understanding of consumer behavior and strategic business development.

Keywords: Sensory stimuli, S-O-R model, consumer engagement, purchase intention, purchase behavior, retail sector, Georgia.

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The New Economist, N2, 2026, Vol. 21, Issue 2.

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07/07/2026

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