Sensory marketing and consumer behavior: The role of tactile experiences in the cosmetics sector in Morocco

Abstract : In a context of increasing digitalization, sensory marketing—particularly haptic marketing plays an important role in shaping consumer behavior. This study investigates the impact of tactile experiences on purchasing decisions in the Moroccan cosmetics sector. Three core dimensions are examined: interpersonal contact, physical product handling, and digital in-store experiences. A quantitative survey was conducted with a sample of consumers (n = 101) who had previously interacted with a well-known Moroccan skincare brand. Data were collected through structured questionnaires distributed in beauty institutes and via social media platforms. The analysis employed the Chi-square test to assess the relationships between the identified variables and consumer behavior. The findings show that digital experience and interpersonal interaction significantly influence consumer decision-making, while physical product handling, although less decisive, remains an important factor. The study highlights the value of integrating sensory and digital strategies to enhance customer engagement and brand loyalty in the cosmetics industry.