A Review of Sensory Marketing and Its Influence on Purchase Perception in Food Consumption, 2025
DOI:
https://doi.org/10.57188/rieca.2026.008Keywords:
Consumer behavior; sensory strategies; food industry; brand loyalty; sensory marketing; customer satisfaction.Abstract
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.
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