INTEGRATIVE SENSORY MARKETING AND CONSUMER BUYING DECISION OF AUTOMOBILE FIRMS IN PORT HARCOURT

Abstract

This study investigates integrative sensory marketing and consumer buying decision of automobile firms in Port Harcourt. The main objective of the study is to find out the relationship that exist between integrative sensory marketing and consumer buying decision of automobile firms in Port Harcourt. The population of the study comprises of 17 automobile firms in Port Harcourt. The sample size was determined using the Taro Yamen’s formular. A well-structured questionnaire was used to elicit data from the respondents. The data collected were analyzed statistically while the Pearson Correlation coefficient was used to test the formulated hypotheses. The SPSS 22.0 version was used to correlate the data of the study variables. The result revealed that there was a significant positive relationship between integrative sensory marketing and consumer buying decision of automobile firms in Port Harcourt. Based on the findings, it was concluded that integrative sensory marketing positively moderate consumer buying decision of automobile firms in Port Harcourt. We recommend that automobile firms should regularly update and innovate vehicle models to meet changing consumer needs and stay competitive in the market.