Provide a sensory marketing model in the food industry

Despite the theoretical importance of sensory branding, there is a deep gap in the empirical field. In the present article, with the aim of filling this gap, a sensory marketing model in the food industry is presented. This article is a fundamental research that is mixed with research method and based on deductive-inductive reasoning. The statistical population of this research includes theoretical experts (marketing professors) and experimental experts (food industry managers). Sampling was done in a non-probabilistic and purposeful manner. Data collection tools are interviews and questionnaires. For the analysis of specialized interviews, the method of content analysis has been used. The identified indicators have also been validated by fuzzy Delphi method. Finally, the final model of the research is presented with a structural-interpretive method. Research data analysis was performed in the qualitative phase with MaxQDA software and in the quantitative phase with Matlab software. To achieve the research objectives by analyzing interviews with experts, a set of practical indicators of sensory marketing were identified. The main categories of sensory marketing are brand strategy, sensory marketing, brand management, mind management, brand personality, emotional communication, target customer knowledge, brand experience management, two-way interaction. The results of the analysis show that brand management is the underlying element of the model that affects brand strategy, identifying target customers and sensory marketing. These factors, in turn, lead to emotional communication, mind management, and two-way interaction with customers.