Level of Sensory Marketing Strategy Practices by Café Establishments in Tangub City

Aim:This study assessed the level of sensory marketing strategies implemented by caf establishments in Tangub City and determined which among the five sensory dimensions-sight, sound, smell, taste, and touch-most strongly influences customer satisfaction and loyalty.Methodology: A descriptive quantitative research design was employed using a modified and validated survey questionnaire.The instrument measured customer perceptions of sensory marketing across visual (sight), auditory (sound), olfactory (smell), gustative (taste), and tactile (touch) dimensions.Data were collected from 336 customers of ten selected cafs in Tangub City.Results: Findings indicated that customers rated the overall sensory marketing strategies of cafs as very high.Among the five dimensions, tactile marketing (touch) was the most dominant, with factors such as physical comfort, ambiance, and quality of materials significantly shaping customer perception and preference. Conclusion:The study concludes that sensory marketing plays a crucial role in enhancing customer experiences in Tangub City cafs, with tactile elements being the most influential.These findings highlight the importance of integrating multi-sensory strategies to strengthen customer satisfaction and loyalty.