Abstract
In the highly competitive food industry, understanding consumer preferences is crucial for attracting new customers and retaining existing ones. This study explores the impact of multisensory cues—such as visual appeal, aroma, texture, taste, and sound—on consumer preferences for food products in TiruchirappalliCity. Multisensory experiences play a significant role in influencing purchasing decisions, as consumers increasingly select products based not only on their functional needs but also on the sensory and emotional satisfaction they provide.While there is substantial growth potential in the food market, businesses often encounter challenges in reaching their target audience effectively. This research aims to identify the key forces driving consumer preference patterns, particularly focusing on how multisensory cues influence decision-making. It also examines the role of producers' personal interest and creativity in leveraging these cues to gain a competitive edge. By integrating multisensory cues into marketing and advertising efforts, producers can create more engaging and memorable experiences for their customers, fostering loyalty and long-term success.
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