SYED ADEEL ALI (THESIS).docx

THE IMPACT OF EXPERIENTIAL MARKETING
ON CONSUMER PURCHASE INTENTION: EVIDENCE FROM
GLOBAL FAST-FOOD BRANDS RESTUARANTS IN
PAKISTAN
by
Syed Adeel Ali
Student ID: BB-7629
Supervisor
Rashid Ali
A thesis submitted is Partial fulfillment of the requirements for
the Degree of Master of Business Administration to Office of
Research, Innovation & Commercialization (ORIC), at ILMA
University Karachi
Karachi, Pakistan
December, 2022

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ACKNOWLEDGEMENTS
I would like to give acknowledgment to the most merciful and powerful almighty Allah, to
provide me strength and capability to accomplish this research thesis without any hurdles. I am
also very thankful to ILMA University faculty members, management and specially my thesis
supervisor Sir Rashid Ali who have supported and guided me time to time to complete this
research thesis and enhanced my research work in the field of Marketing with intention of
making this research valid and true. The successful completion of this study could not have been
possible without the invaluable assistance of my most encouraging supervisor Sir. Rashid Ali, I
am thankful to him for his encouragement and support from the preliminary to the concluding
level that enabled me to create the understanding of the subject. Last but not least, I would also
like to thank my loving parents, siblings, colleagues, and friends who were always with me for
every kind of support to complete this research thesis.

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ABSTRACT
Keywords: Global Pakistan,Karachi, Fast food, Product quality, Customer satisfaction,
Market research.
Kentucky Fried Chicken (KFC)- one of the most known fast food chains in the world
started in the early 1930's by Kernel Sanders in the Southern USA as a small franchise
operation. Colonel Sanders has become a well known personality throughout thousands
of KFC restaurants Worldwide. Quality, service and cleanliness (QSC) represents the
most critical success factors to KFC's global success.
Food, Fun & Festivity, this is what KFC is all about. Leading the market since its
inception, KFC provides the ultimate chicken meals for the Chicken Loving Nation. Be it
Colonel Sanders secret Original Recipe Chicken or the Hot & Spicy version, every bite
brings a YUM on the face. At KFC we proudly say:
KFC has more than 11,000 restaurants in more than 80 countries and territories around
the World. In 1971, Heublein, Inc. acquired KFC, soon after; conflicts erupted between
the Colonel (which was working as a public relations and goodwill ambassador) and
Heublein management over quality control issues and restaurant.
KFC Pakistan is the Pakistani franchise of KFC which operates 68 locations across
Pakistan with 5,800 employees. Its first restaurant was established in Karachi in 1997. It
has got a tremendous market in Pakistan & currently operating in 11 cities with 40 outlets
nationwide. The franchise right of KFC Pakistan has been currently reserved with Cupola,
the Gray Mackenzie Restaurant International Ltd. KFC Pakistan mission is to capture the
rapidly developing market of South Asia focusing on value through change, challenging
existing paradigms & applying vision, innovation and skilled execution.
In 1967, when Kentucky Fried Chicken was approached to expand to Japan, executives
were preoccupied with domestic expansion in the USA. When the enterprise did invest in
Japan, the venture proved highly profitable, as it corresponded to a period of rapid
growth in Japan ± a time during which the standard of living was rapidly increasing,
along with disposable income. The years from 1985 to 1992 came to be known as the
``Bubble Years''.

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TABLE OF CONTENTS
S.# Description Page #
1 ACKNOWLEGEMENTS.............................................................................. ii
2 ABSTRACT................................................................................................... iii
3 LIST OF TABLES......................................................................................... V
4 LIST OF FIGURES………………………………………………................ vi
4 CHAPTER 1: INTRODUCTION...................................................................
1.1 Background of the study...............................................................
1.2 Problem Statement........................................................................
1.3 Research Question.........................................................................
1.4 Research Objective……………………………………………...
1.5 Scope of the Research study……………………………………
1.6 Significance of the Research Study……………………………..
1.7 Research Gap and Justification of the Research Study………….
1.8 Summary of the Research Study ………………………………..
1

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5 CHAPTER 2: LITERATURE REVIEW.......................................................
2.1 Traditional Marketing and Experiential Marketing……………………...
2.2 Experiential Marketing………………………………………………….
2.3 Sensory Experience…………………………………………………….. 2.4 Feel
Experience…………………………………………………………
2.5 Thnik Experience……………………………………………………….
2.6 Act Experience………………………………………………………….
2.7 Relative Experience……………………………………………………..
2.8 Customer Perceived Value……………………………………………….
2.9 Consumer Purchase Inetntion……………………………………………
2.10 Consumer Behavioir Theory……………………………………………
2.11 Therocital arguments and developed hypotheses………………………
2.12 Research Variables to be studies……………………………………… 2.13
Hypoheses Development……………………………………………….
2.14 Measurement concept of experiential
marketing………………………………
2.15 Chapter
Summary……………………………………………………………...
10
6 CHAPTER 3: RESEARCH METHODS.........................................................
3.1 Research approach………………………………………
3.2 Research design……………………………
3.3 Sample size and sampling Technique…………………………... 3.4
Research Instrument…………………………………………
3.5 Data Treatment…………………………………………. 3.6 Measures
and Scales…………………………………………….
3.7 Data collection procedure………………………………………. 3.8
Data analysis and presentation procedure……………………….
3.9 Ethical consideration…………………………………………….
3.10 Chapter Summary……………………………………………
21
7 CHAPTER 4: RESULTS AND FINDINGS...................................................
4.1 Findings and Interpretation of the results……………………….
4.2 Hypotheses Assessment Summary..............................................
28

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8 CHAPTER 5: CONCLUSIONS, DISCUSSIONS, IMPLICATION AND
FUTURE RESEARCH
5.1 Conlusion and Discussions…………….……..…………………
5.2 Limitation and Reommendation……………………………….
5.3 Future Research …………..………………..
37
9 REFERENCES............................................................................................... 39
10 APPENDIX..................................................................................................... 48
LIST OF TABLES
S.No. TABLE(S) Page
Number
1. 1.1 Level of Headings 2
2. 2.1 Basic Citations Styles 4

vii
LIST OF FIGURES
S. # Figure Page #
1
Propose Conceptual Research Framework 18

1
CHAPTER 1: INTRODUCTION
1.1 Background of the Study
Kentucky Fried Chicken (KFC)- one of the most known fast food chains in the world started
in the early 1930's by Kernel Sanders in the Southern USA as a small franchise operation.
Colonel Sanders has become a well known personality throughout thousands of KFC
restaurants World Wide. Quality, service and cleanliness (QSC) represents the most critical
success factors to KFC's global success.
Food, Fun & Festivity, this is what KFC is all about. Leading the market since its inception,
KFC provides the ultimate chicken meals for the Chicken Loving Nation. Be it Colonel
Sanders secret Original Recipe Chicken or the Hot & Spicy version, every bite brings a YUM
on the face. At KFC we proudly say:
KFC has more than 11,000 restaurants in more than 80 countries and territories around the
World. In 1971, HEUBLEIN, Inc. acquired KFC, soon after; conflicts erupted between the
Colonel (which was working as a public relations and goodwill ambassador) and HEUBLEIN
management over quality control issues and restaurant
KFC is part of Yum! Brands, Inc., however in the case of Pakistan KFC builds the relation of
Quality Service and cleanliness for Customer.
KFC was acquired by PepsiCo in 1986; it had grown to approximately 6,600 units in 55
countries and territories. Due to strategic reasons, in 1997 PepsiCo spun off its restaurant
businesses (Pizza Hut, Taco Bell and KFC)
Perfecting its secret recipe of 11 herbs and spices in 1939, KFC has come a long way, with
over 10,000 outlets in the world; KFC has maintained its title, for the last 60 years, of being
“The Chicken Experts”.
KFC in Pakistan:
Presently KFC is branched out in thirteen cities of Pakistan (Karachi, Lahore, Rawalpindi,
Faisalabad, Multan, Peshawar, Sialkot, Hyderabad, Islamabad, GUJRANWALA, JEHLUM,
and Murree) with 45 outlets nation-wide. Opening the first KFC outlet in GULSHAN-e-Iqbal,
Karachi in 1997, and KFC wore the title of being the market leader in its industry. Serving
delicious and hygienic food in a relaxing environment made KFC everyone’s favorite. Since
then, KFC has been constantly introducing new products and opening new restaurants for its
customers.
In Pakistan totally Chicken buy from Pakistani Poultry Forms, and also this Chicken is 100%
Halal.
1.2 Problem Statement
According to global fast foods restaurant market research report Jul 2013 . The Global fast
food restaurant industry has managed to grow over the past five year despite being battered
by a weakened global economy and society-s increasing awareness of the health risks
associated with a diet high in fat, salt and sugar. Despite these obstacles, the industry

2
experienced steady and growing demand from emerging economies. The industry-s attempts
to respond to changes in consumer preferences have also supported revenue growth. over
the five years to 2013, revenue is expected to grow at an average rate of 2.5% per year.
Industry revenue declined 2.6% in 2009, but bounced back 4.4% in 2010 and continued
growing through 2011 and 2012. In 2013, revenue is expected to grow an additional 3.6% to
total $526.2 billion. To run a business globally a businessman has to know the cultural
values of other countries so that they can work there smoothly without any miss
happenings. Otherwise they have to face major problems. It could be arising from its
branding, service, location, food quality etc. so there is need to find the real cause
behind it. so that could be overcome as soon as for smooth functioning of the
business.
1.3 Research Question
So that, the research study has the research question, what effects of the activities of the
experiential marketing in the restaurants of the global fast-food brands on the consumer
perception to increase consumer purchase intention in the context of Pakistan, Karachi.
1. To investigates the impact of consumer perception towards restaurants of the global
fast-food brands?
2. To examines the factors of the experiential marketing on consumer purchase intention
3. To analysis the factors that influencing the consumers of the restaurants of the global
fast-food brands
4. To investigates the preferences regarding the experiential marketing the consumers of
the restaurants of the global fast-food brands
1.4 Research Objective
The objective of the research study was to analysis the consumer purchase intention
towards the global fast food brand limited to KFC
1.To collect the data about a particular restaurant in different countries.
2.Analysis of data collected to find actual cause.
3.To provide the knowledge about the complexities faced by restaurants globally

3
1.5 Scope of the Research Study
The current research study was to know about the customer preferences about the global fast
food restaurants and limited to restaurants of global fast-food brand KFC, Global fast-food
brand KFC operated in the city of Karachi and in the context of Pakistan. The research study
helpful for the global business of the restaurant of the global fast food brands developed
business strategies and the marketing strategies to increase consumer purchase intention. The
research study focusses on the important factors of the experiential marketing in the current
study with the different factors of the experiential marketing on customer buying behavior.
This research is for practical and theoretical benefits. The research has impact on various
groups like productive industries, educational field and policy makers. Fast food industry is
the second largest industry in Pakistan. And Pakistan is the eight largest markets in the world
when it comes to the fast food. It has been showing that fast food industry is growing and lot
of brands were introduced that show how much people love fast food. To satisfy customer in
fast food industry is very important because they have other choices as well as they can
approach it. So, it is necessary to priorities the customer choice and satisfy them for long term
relationship.
 Build an organization dedicated to excellence
 Consistently deliver superior quality and value in our products and services.
 Maintain a commitment to innovation for continuous improvement and growth.
 Generate consistently superior financial returns and benefits our owner and employees
1.6 Significance of the Research Study
Regarding the significance of the research study has the significance importance in the field
of restaurants of the global fast-food brands with the concept of experiential marketing.

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Through this research study the management of the global fast-food brands restaurants
developed better experiential marketing strategies in the environments of competitive of the
global fast-food brands restaurants. The current research plays significant role to developed
customer satisfaction with global fast-food brands restaurants.
1.7 Research Gap and Justification of the Research Study
In the field of marketing, the factor of customer experience plays an important role in the
experiential marketing strategies in the restaurants of global fast-food industry. In the past
research study will be conducted in Malaysia in the industry of Smart phone to investigates
the relationship between the experience marketing and the experiential value but the research
study the impact of experiential marketing on consumer purchase intention in the field of
global fast food brands restaurant in the context of Pakistan. Therefore, the research study
results indicate valuable information and clear picture regarding global fast-food brands
restaurants that the impact of experiential marketing such as the factors sensory experience,
feel experience, think experience, act experience and relative experience on consumer
purchase likelihood.
So that, the gap of the research study identified in the present literature and current research
study is that the current research study developed the hypotheses based on the factors of the
experiential marketing in the global fast-food brands restaurants such as sensory experience,
think experience, act experience, feel experience and relate experience on the consumer
purchase intention.
1.8 Summary of the Research Study
The current research study consists of chapter 1 to chapter 5, in chapter 1 explain the
background of the research study regarding global fast-food brands restaurants KFC,
McDonald’s, Burger King, Pizza Hut and Hardees operation in the city of Karachi, Pakistan.
In the chapter 2 explain the concept of the traditional marketing and the experiential

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marketing and developed hypotheses, with based on the literature review developed
conceptual research model. The conceptual model explains the consumer preferences about
the experiential marketing factors in the restaurants of the global fast-food brands. The
chapter 3 explain the research methodology, discussed the methodology steps, approached of
the research, kind of research, size of sample and sampling technique. The chapter 4 explains
the result of the research study and the chapter 5 describe the conclusion, recommendation
and future research.
CHAPTER 2: LITERATURE REVIEW
Fast Food Restaurant, also named as Quick Service Restaurant link towards buildings used
for the preparation and making and sale of ready-to-eat food. Fast Food
Restaurants are also described by a limited menu of food items prepared quickly with food
machines (often within a few minutes for preparing), and sometimes cooked in bulk in
advance and kept hot to serve quickly to eat. (M. J. Schröder & Mc Eachern, 2005) Any
eatery described by the capacity, on a fundamental level, to give hot sustenance the base of
deferral (regularly no longer than a supporter would be glad to stand and pause). Does not

6
really block the preparing of nourishment to arrange. A drive-through joint, otherwise called
a speedy administration eatery (QSR) inside the business, is a particular sort of eatery that
serves cheap food cooking and has negligible table administration.(Tan, Oriade , & Fallon,
2014) The sustenance served in drive-through joints is regularly part of a "meat-sweet
eating routine", offered from a restricted menu, cooked in mass ahead of time and kept hot
,completed and bundled to arrange, and normally accessible for remove, however
seating might be given. Drive-through eateries are commonly part of an eatery network or
establishment activity that gives institutionalized fixings as well as incompletely arranged
sustenance’s and supplies to every eatery through controlled supply channels. The
expression "cheap food" was perceived in a word reference by Merriam– Webster in
1951.(Sharma, Bash, Patel, Friedrich, & Chase, 2005)
2.1 Traditional Marketing and Experiential Marketing
In the world of marketing explains the two major types of marketing in form of experiential
marketing and the traditional marketing, the idea of experiential marketing new concept of
experiential marketing during the period 1950s (Richards, 2021). The concept of traditional
marketing focus on the concept of production concept, the product concept, selling concept
and now move to customer focus marketing concept (Teklehaimanot et al., 2019). Manager of
the marketing creates the values for customer in form of brand delivered, brand creativity,
brand communication to their royal customers (Al-Abdallah, 2022). Now the globalization
the world of marketing shift to experiential marketing approach and experiential marketing
creates the values for superior customers and significant relationship with brands (Carroll,
2018).

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Through experiential marketing the consumer perception regarding global fast-food brands
restaurants that the products not available in the restaurants but the consumer experience has
strongly impact on consumer purchase behavior (Naseem et al., 2015). Because the consumer
perception regarding restaurant of the global fast-food brands has good experience then
consumer create positive attitude toward global fast-food brand restaurants (Choi et al.,
2020).
2.2 Experiential Marketing
Prior research study explained that in the experiential marketing engagement of the customer
has the positive impact on the consumer purchase intention (An et al., 2020). In the
experiential marketing the consumer buying behavior in form of rational and based on
emotional activities to achieve happiness through brands (Schmitt & Zarantonello, 2013). The
customer satisfaction level increased through experiential marketing and customer will
integrates with the approach of two-way communication to developed their personalities
utilized global fast-food brands restaurants (Karam & Saydam, 2015). The real time
experiential marketing activities creates the values for target audience and also global brands
restaurants through communication which creates live global brands restaurants (Al-
Abdallah, 2022). Because of experiential marketing focuses on the emotions and satisfaction
of the consumers as compare to quality of the brands (Maghnati et al., 2012). So that
experiential marketing is different to traditional marketing because of experiential marketing
significance importance on consumer experience. Therefore, the important points of the
experiential marketing relate the consumers emotional factors, behavior factors, consumer
attitudes, consumers opinion (Kazmi et al., 2021). Actually, there are three main factors to
developed the concept of experiential marketing. With the help of traditional marketing the
messages of advertising communicate to consumer more attractive and in the globalization
era the global brand restaurants face competition and not possible to maintain this

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competitive advantage (Mortimer, 2009). So that the experiential marketing is becoming the
most important factor for the global fast-food brands restaurants in the competitive
environments and consumer searched the pleasurable environments with good experience
when they have spent time in the restaurants of the global fast-food brands (Farzin et al.,
2021). The consumer engaged different types of experiences such as physical experience,
price relate experience, self-perception experience, behavior and lifestyles and social
experience to creates values for brands (Plotkina, & Rabeson, 2022). Through the experience
of sense, the consumers essential focus on their observations of the brands with touch, brand
taste, brand quality and smell create the differentiation to others brands and create consumer
purchase intention. The consumer evaluates the global fast-food restaurants also utilized the
own perception and judgments to better decision making (Krishnan et al., 2022). The feel
experience creates the emotions and good feeling regarding restaurant of the global fast-food
brands and to developed effective positive impact on their buying behavior. So that the
consumer of the global fast-food brands restaurants creates the positive connections with
these brands (Maghnati et al., 2012).
2.3 Sensory Experience
In the field of marketing, the experience of sensory associated with consumer purchase
intention. Also, the sensory experience significant impact on the consume of global fast-food
restaurants. Here multi-sensory experience impact on consumer behavior, such as smell,
sound, sight, touch and taste are important factors in the approach of experiential marketing
(Ahmad & Shoaib, 2022). In the prior research study suggested that customer analysis
sensory experience with internal thinking point of views such as the factors of touch, sound,
scent, sight and taste Pluta-Olearnik & Szulga, 2022). Actually, the customer developed the
message in form of sensory experience significant message through the experience towards
brands through their sense. So that the customer creates the value of sensory experience

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concept or judgements to differentiated through their experienced (Gupta & Bhattacharjee,
2020). Through the experience of the sensory developed the strategy in the mind of
consumers the factor as the differentiator sensory experience (Ahmad & Shoaib, 2022).
Therefore, the sensory experience creates the differentiation in the consumers’ minds that the
brands have different in form of taste, quality, brand image in the globalization. So, the
marketing experts used these different stimulates for consumers in different things, and these
stimulates with the help of brand design, brand communications, brand quality, brand price,
brands physical sale point location (Chepchirchir & Leting, 2015). Through the sensory
experience consumer touch the global fast-food brands restaurants and consumers can
motivates these sensory experience and impact on the consumer purchase intention (Liu et al.,
2021). Actually, the experience of the sensory is the form of value in the restaurants of the
global fast-food brands. So that marketing managers share these sensory experiences in form
of unique values to consumers that impact on the consumer behavior (Naseem et al., 2015).
2.4 Feel Experience
The feel experience is the consumer inner satisfaction and inner emotion, inspirations and
consumer feeling have been perceived from the restaurants of the global fast-food brand and
services (Doeim et al., 2022). Therefore, the consumers these feel experiences different forms
such as relate to good mood in in the restaurants of the global fast-food brands. To developed
positive feelings during the time, spend in the restaurant of the global fast-food brands and
consumption of the fast-food brands creates the positive experiences in the feel experience
and have positive impact on consumer purchase intention (Choi et al., 2020).
The prior research study suggested that good feel experience creates good emption towards
restaurant of the global fast-food brands (Soon, 2019). When consumer have good feel
experience regarding the consumption process in the restaurants, environments of the
restaurants, management behavior of the restaurants and quality of the brands have positive

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association on the consumer buying behavior. In the prior research study suggested that the
feel marketing is the essential marketing strategy and also implementation for consumers to
creates the deep love for brands through the feel experience marketing to succeed in the
restaurants of the global fast-food brands (Singh & Nanda, 2022).
In the past research study through the feel experience marketing creates the consumers
consumptions experiences.
2.5 Think Experience
In the restaurant of the global fast-food brands perspective the think experience relate to the
consumer mental experience and the think experiential is the essential components in the
experiential marketing and impact on consumer behavior (METIN & KIZGIN, 2015).
Because the think experience creates opinions in form of new perceptions or ideas regarding
the brands, such as the restaurants of the global fast-food brands and based on these processes
or ways consumer creating new concepts or new ideas to global brands restaurants (Swoboda
& Sinning, 2021). Prior research study suggested that think experience is the essential
marketing experience and the marketing method model to creates consumers thinking in form
of creativities regarding the restaurants of the global fast-food brands (Raman & Aashish,
2020).
So that marketing experts encouraged to consumers things regarding global fast-food brands
or global brand symbol, sign of brands the global fast-food brands companies used in their
marketing strategies. Because the consumers of the global fast-food brands restaurants have
no explain the benefits or the features of the global brands but the think experience encourage
consumers in the field of experiential marketing (Raman & Aashish, 2020).
2.6 Act Experience
In the restaurants of the global fast-food brands the act experience on based experiences with
the consumer physical body language, consumer behavior and consumer lifestyle. These

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experiences consumers learned from the social interaction in the society and meet others
peoples (Parsa et al., 2017). So that consumer developed a sense of sensation, the influences
of the global brands restaurants and the association with these restaurants of global fast-food
brands offered global brand companies (Sampaothong, 2018). Through the act experience the
marketing managers creates consumer experience with the help of behavior of the individual,
individual consumer social behavior, consumer lifestyle through the essential factor of social
interaction. (Chivandi et al., 2020).
2.7 Relative Experience
Through the relate experience enable consumer to build their social relationships and
connection with the social activities and social communities regarding consumer purchase
behavior (Panachuenvongsak & Ashaye, 2022). So that the concept of relate experience of
the experiential marketing can be enhanced through relate marketing campaign social
activities which build positive perception and self-improvement and developed relationship
with social activities and social communities (Ibrahim & Aljarah, 2021). In the experiential
marketing the relate experience developed the consumers feelings associated with consumers
perceptions, consumers preferences, consumer relate to culture (Lopez & Rodriguez, 2018).
Therefore, in the experience marketing the global brand have the positive association with
social factors such as the consumer behavior, consumer habits, consumers culture and the
consumer lifestyle
(Bhardwaj et al., 2011).
2.8 Customer Perceived Value
Price is amount of money that is levied on a product or service from the value exchanged by
the customers to gain benefit from owning or using a product or service (Kotler and

12
Armstrong, 2008). Engel (2004) defines price as the sum of money (plus a few products) that
are required to obtain a combination of products and services. According to Stanton (1994)
prices is a number of value that the consumer exchanged with the benefits of owning or using
a product or service which value is set by the buyer or the seller (through bargaining) or set by
the seller with similar price for all buyers.
Paul Peter and Jerry Olson (2000) states perceived price related with how the price
information is fully understood by the consumer and give deep meaning for them. At the time
consumer evaluate and research towards the price of a product, it is influenced by the behavior
of the consumers themselves.
Thus the assessment of a product price that said to be expensive, cheap or normal
from any individual is not necessary the same because it depends on the individual's
perception that has been overshadowed by the surroundings and conditions of the individual
life environment. In the decision making, the prices have two main roles, namely:(Fandy
Tjiptono, 2008).
1) Allocation role, which helps the buyer to decide the best way to obtain the expected
benefits in accordance with the purchasing power. Thus, the prices can help the buyer to
decide how to allocate their purchasing power in different types of goods or services.
Buyers compare prices of the various alternatives available, and then decide the allocation
of funds desired.
2) Information role, it is to educate consumers about the factors of product sold, such as
quality. This is particularly useful in situations where buyers have difficulties to assess
products’ factors objectively or its benefits. The common perception was that the prevailing
high prices reflect the high quality.
2.9 Consumer Purchase Intention
Price is one of the ways to encourage the consumers’ interest to make purchase decisions on
KFC Kisamaun Tangerang branch products. Where the price offered is relatively affordable
and very varied. KFC offers a package at an affordable price to help consumers in choosing
the products that suitable with their Allowance. When the consumers buy with package price,
the consumers can get discounted price compared to only buy each one of the products.
Consumers’ purchase decision is a consumers’ decision to buy the product more than once.
Consumer purchase decision is also accompanied by factors that influence it, especially the
information about the products benefits they get.

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Related Last Previous Unit Reference
Inflation Rate 23.80 26.60 percent Nov 2022
Consumer Price Index CPI 195.89 194.42 points Nov 2022
Producer Prices 242.09 242.15 points Nov 2022
Producer Prices Change 27.70 32.60 percent Nov 2022
Inflation Rate MoM 0.80 4.71 percent Nov 2022
Food Inflation 31.20 36.24 percent Nov 2022
CPI Transportation 245.27 245.44 points Nov 2022
CPI Housing Utilities 167.48 166.56 points Nov 2022
2.10 Consumer Behavior Theory
The consumer decision process is composed of problem recognition, search,
evaluation, and purchase decision. Post-purchase behavior is the result of
satisfaction or dissatisfaction that the consumption provides. The buying
process starts when the customer identifies a need or problem or when a need
arises. It can be activated through internal or external stimuli.
In behavioral aspect they segmented the market on the basis of quality, taste and
price. Following are the different possible segmentsin this regard.

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 Taste conscious
 Quality conscious
 Class conscious
 Combination of price and quality
Positive feedback
 Consumer were satisfied with the taste and quality, of the food .
 Some people were even satisfied with the environment and the
Friendly attitude of the people at the cash counters.
Negative feedback
 Some consumer found food as bland and oily.
 They found the chicken has been cooked easily
And kept in it warm environment.
 One of the respondent renamed and KFC as BFC
(badly fried chicken)
2.11 Theoretical arguments and hypotheses development
The main objective of the current research study was to concludes the consumer perception
on the global fast-food brand restaurants using the experiential marketing in the city of
Karachi. The past research described the five different types of experience related to
experience marketing and well known as the strategic experiential factors the global brands
restaurant managers considered in the developed marketing strategies to satisfied the
consumer’s needs.
In the traditional marketing is the new concept of experiential marketing significant important
in the restaurant of global fast-food brands and the research of this concept little work of
research but there are many empirical research studies developed the association between the
new concept of experiential marketing with consumer purchase intention. The important
construct of the experiential marketing is the sensory experience of the consumer or sensory

15
perception of the consumer play essential factor in the customer satisfaction and consumer
purchase intention association (Yang, 2009). Therefore, the variable of consumer purchase
intention has more impact on the positive experience of the consumer behavior.
2.12 Variables to be studied Dependent
Variable
Consumer Purchase Intention
Independent Variables
1. Sensory Experience
2. Think Experience
3. Act Experience
4. Feel Experience
5. Relate Experience
Figure 1.1

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Propose Conceptual Research Framework
2.13 Hypotheses Development
H1: Sensory experience has a positive impact on consumer purchase intention
H2: Feel experience has a positive impact on consumer purchase intention
H3: Think experience has a positive impact on consumer purchase intention H4:
Act experience has a positive impact on consumer purchase intention
H5: Relate experience has a positive impact on consumer purchase intention
Sensory
Experience
Feel
Experience
Think
Experience
Act
Experience
Relate
Experience
Consumer
Purchase
Intention

17
2.14 Measurement concept of Experiential Marketing
0
S-# Constructs Definition Measurement
1 Sensory
Experience/Sense
Perception
Sensual attention;
Visual attention; Taste
attention; Smell
attention; Easy to us
Through the sense of
perception, the customer
collected messages during
time in the restaurants with
sensual, visual, touch, smell
stimulation and taste
Measurement as the consumer
sensual attention, consumer
visual attention, the consumer
taste perception, attention of
smell and consumer how feel
easy with us
2 Feel Experience/Feel
Perception
Based on the messages of the
consumer emotional
perceptions the restaurants
deliver to consumers with care
and good behavior
The consumer mood,
emotional mood and care
and good behavior
3 Think experience/ think
perception
The restaurants of the global
fast-food brands make
different methods or
approach that the royal
customers have feelings,
have imaginary, have
thinking
To measures consumers
thinking experiences,
consumer imagination
about restaurants and
consumer curiosity in the
restaurants
4 Act experience /Act
Perception
The customer thinking
tendency regarding behaviors
and lifestyles through the
environment of the
restaurants of the global fast-
food brands
To measures the physical
environments experience,
consumer behaviors and the
lifestyles of the consumers
5 Relate experience/Relate
perceptions
Approaches or the methods
that the global fast-food brand
restaurants make for
customers that think about
such as social experiences,
social activities and others
associations and relationships
To measures social activities,
social experience, social
associations and social
relationships
Purchasede
cision
Brand
Image

18
6 Consumer Purchase
intention
customer purchase intention
to visit again restaurants and
developed association with
customer to keep purchase in
the future
To measure the consumer
purchase behavior, visit or
purchase behavior
association or relationship in
term of repurchasing
2.15 Chapter Summary
In the literature reviews explained the experiential marketing concept and defined the two
important concept of marketing is the traditional marketing and the experiential marketing.
Actually, the traditional marketing developed the concept of production concept, product
concept, selling concept and whereas the concept of marketing experiential focuses on the
experiences related to sensory experience, think experience, act experience, feel experience
and the relative experience. So that the mangers of the global fast-food brands creates the
values for consumers to delivered and brand creativity. Through the experiential marketing
consumer have the positive impact on the consumer purchase intention. Because the customer
satisfaction level increased through experiential marketing and customer will integrates
consumer buying behaviors. So that experiential marketing is different to traditional
marketing because of experiential marketing significance importance on consumer
experience. Therefore, the important points of the experiential marketing relate the consumers
emotional factors, behavior factors, consumer attitudes, consumers opinion. With the help of
traditional marketing the messages of advertising communicate to consumer more attractive
and in the globalization era the global brand restaurants face competition and not possible to
maintain this competitive advantage. So that experiential marketing is becoming the most
important factor for the global fast-food brands restaurants in the competitive environments.
Through the experience of sense, the consumers essential focus on their observations of the

19
brands with touch, brand taste, brand quality and smell create the differentiation to others
brands and create consumer purchase intention. Developed conceptual research model based
on the past research study with five factors of the experiential marketing impact on consumer
purchase intention.
CHAPTER 3: RESEARCH METHODOLOGY
In the chapter 3 explain the methodology of the research and describe the research design. In
this chapter it hives knowledge about how the study manages and looks for the answers of
questionnaire. It gives information about research design, research methods, and respondents
of the study, research instrument and source of data. The current research study collects the
data from the respondents in the month of November and the month of December, 2022 in the
city of Karachi, the consumer of global fast-food brand restaurants. In this research, the
process begins with problems identification in Kentucky Fried Chicken (KFC)
KisamaunTangerang branch, formulation of data variables, drawing upthe data collection
methods, preparation of the instrument, until determination of the statistical testing techniques
will be used.
The research was conducted at the Kentucky Fried Chicken (KFC) KisamaunTangerang
branch, Jl. Daan Village Sukarasa sector kisamaun 2 Block UA No. 44-45. It was done
between September until October 2016.The questionnaire consists of two important section
and one section is based on the consumer demographical information, includes the gender,
income level of the respondents, qualification of the respondents and others operational
variables of the experiential marketing that perceived values regarding the restaurants of the
global fast-food brands with five-point Likert scales such as 1 is equal to strongly disagree
and 5 is equal to strongly agree.
3.1 Research approach
The current research study was an explanatory research based on primary quantitative data
which followed deductive approach.
The types of research approach in the current research study explained with significant
importance in the research study. The type of research study is the qualitative research
approach, quantitative research approach and mixed approach. But the current research study
was used the approach of quantitative to know about the consume buying behavior using the
experiential marketing in the restaurants of the global fast-food brands in the city of Karachi.

20
Quantitative research needs proper explanation and future knowledge that can be transfer to
other groups, places and organizations. Quantitative research in social science is the most
dominant research. It is all about technique, economic process, strategies, social process and
assumptions by the study of numeric patterns. The researchers use that research and translate
that into numeric data. Therefore, the quantitative research is basically to translate all the data
that you collected and convert that data into quantified. The research is not dependent on the
researchers and the research is also measured the reality. The objective of the quantitative
research is to statistically measure the data. The purpose of quantitative research is to know
the correlations between dependent variables and independent variables and is there
relationship has a positive or negative impact on the organization through data collection.
3.2 Research design
The Design of this research is using causal research. SUGIYONO (2013) states, causal Are a
cause-effect relationship in which the independent variables affect the dependent variable.
This research aims to determine the effect of two independent variables (exogenous), which
are brand image and perceived price, to one dependent variable (endogenous), which is the
purchase decision. In other word, this research Aim to determine the influence of brand image
and perceived price on purchase decisions at Kentucky Fried Chicken (KFC) Tangerang
KISAMAUN branch
3.3 Sample Size & Sampling Technique
The sample is a definite portion of a huge population the characteristics of which are analyzed
to obtain and gain information in relations to the whole. The current research study was use to
non-probability sampling the purposive sampling technique to collect the responses to
examines the study of the impact of experience marketing on consumer purchase intention.
Sample as the subset selected from a larger population for representing the population on the
whole. The populations of this research are all consumers who purchase the KFC product and
a sample of 100 consumers or respondents at KFC KISAMAUN Tangerang branch.
3.4 Research Instrument
Designed questionnaire help in this research to collect primary data from consumer of the
global fast-food brands restaurants in the city of Karachi. We get information easily, it is

21
reliable, and data collection is easy and faster. And it is more convenient for the Respondent
as well to give the information easily and because there is no need for the detailed
information. Add on the questionnaire the information is reliable, it is not Time consuming,
we get firsthand knowledge and explanation of the research were easy and straightforward. As
this questionnaire method of collection of data is more convenient for the researcher as well as
respondents. Questionnaire is based on two parts first one is personal information of
respondent gender, age, qualifications and business. The second part all the questions is based
on variables which are consume price experience, consume sensory experience, consumer
physical experience, consumer quality experience and consumer service experience.
3.5 Data Treatment
For the result finding the quantitative data which is collected from questionnaire by
correlation and regression analysis with the help of (SPSS) statistical Package for Social
Science software.
Tables and charts have been used for shown the results of finding.
3.6 Measures and Scales
The current research study, the constructs of the research study of the independent variables
such as sensory experience, act experience, think experience, feel experience, relate
experience with dependent variable consumer purchase intention regarding restaurant of the
global fastfood brands in the context of Pakistan. A summary of the scales and measures is
presented in
TABLE 3.1: SUMMARY OF SCALES AND MEASURES
Construct Items Reliability
Sense experience 05 0.827
Think experience 04 0.696
Feel Experience 03 0.630
Act Experience 03 0.626

22
Relate Experience 03 0.671
Consumer Purchase Intention 03 0.789
3.7 Data collection procedure
Data collection is done by conducting a survey directly to the research objects, whichare the
consumersat KFC KisamaunTangerang branch. Questionnaire was used as the data collection
instrument and the data typeis primary data.
3.8 Data analysis and presentation procedure
In data analysis all the things are included information collection, and then designed that
information in such a way that it got efficiently and easily communicate. The most important
or element in data collection is data entry, editing and coding. The main objective of the
questionnaire is if anything that is irrelevant will be eliminated. Other important step is
coding was processed by computer software. The questionnaire complete data put into the
(SPSS) statistical package for socials science.
Primary data inspection inferential statistics and descriptive. Inferential statistics uses
statistical hypothesis for conclusion. Descriptive statistics Explains quantitative information
in the form of dispersion (standard deviation) and central tendency (mean) linear regression
test the impact of dependent variables and independent variables relationship. Pearson
correlation used to observe strength and path between variables. For more explanations,
graphs are used in this research. Other Test like student t-Test, adjusted R2 and F-test are also
used in this research. Statistical significance impact on supply chain management one-way
Anova test were conducted. All the data presented through graphics.
3.9 Ethical consideration
To build a trust with the respondent that their data will be confidential. There are some ethical
considerations which are first of all permission should be taken when collected the data and

23
guarantee the respondent that their identity will be confidential. And if so, someone is not
feeling comfortable so they have a choice to leave.
Throughout the research the respondent’s name and companies name will be shown
anonymously. And the information they are sharing will be only used for the research work.
3.10 Chapter Summary
This chapter guided how to design research. How to collect data from targeted population and
find out the sample size and measures variables and ethics how to collect data and how to
measures variables in scales. And how to present data so that it will easy to understand and it
is useful for further studies.

24
CHAPTER 4: RESULTS AND DATA ANALYSIS
The chapter of the results and data analysis explains and data examines in the current research
study was carried. Actually, the data collect from the respondent of the global fast-food
brands restaurants have some experience, so that the for the current research study used the
purposive sampling technique to collect the data. Through the quantitative research data
approach data collected, data analysis through the statistical test of correlation, regression and
descriptive statistics based on the research study objective. To examines the association
between the independent variables and the dependent variable was used the software SPSS
version 22.
4.1 Validity and Reliability Analysis
In the current research study, all the items of the constructs in the questionnaire taken from
the past research study, therefore all the items in the questionnaire had been proven content
validity. For the reliability, the most popular test for consistency reliability through
Cronbach’s alpha coefficient. The Cronbach’s alpha is the measured of internal consistency
of the items how closed related with items. So that it is the measured the scale of reliability.
The research study has the reliability analysis of the date items includes in the questionnaire
of the constructs was assessed through Cronbach’s Alpha. The results of the table 4.1 shown
that the constructs of the sensory experience, the Cronbach’s alpha values is equal to 0.990,
the value of the Cronbach’s alpha of the construct feel experience is equal to 0.713, the value
of the Cronbach’ alpha of the construct think experience is .0932, the value of the Cronbach’s
alpha of the constructs act experience is 0.976 and the Cronbach’s alpha of the construct
relate experience is equal to 0.976 and the dependent variable of consumer purchase intention
of the value of Cronbach’s alpha is 0.784. All these values are greater than 0.70, which is

25
suggested that all the items of the constructs in the questionnaire are reliable and presented in
the table
4.1.
Table 4.1: Reliability Analysis
Constructs Items Cronbach’s Alpha
Sensory Experience 5 0.990
Feel Experience 3 0.713
Think Experience 4 0.932
Act Experience 3 0.976
Relate Experience 3 0.976
Consumer Purchase
Intention
3 0.784
Table 4.2: Reliability of Analysis of All items
Reliability Statistics
Cronbach's
Alpha
N of Items
.890 21
So that the test of Cronbach’s alpha is the measured the internal consistency of the items in
the questionnaire and the measured the scale of reliability. In the table of the reliability of the
analysis of all the variables of the items, the results indicate the alpha of coefficient of the all
items is 0.890 which is greater than 0.70, that suggested that all items of the constructs in the
research study have relatively high internal consistency.
4.2 Descriptive Analysis
For the data set general trend explain in in the table 4.3, result indicates descriptive statistics
of the all constructs in the current research study to examines the impact of experiential
marketing in the consumer purchase intention regarding restaurants of the global fast-food
brands. The result shows that the mean of the dependent variable consumer purchase
intention is 4.0234 which is the highest mean in the research study while the least mean is

26
independent variable mean is 3.4543. For the standard deviation values in the research study,
the higher standard deviation of the independent variable of sensory experience is 0.87978
while is lowest standard deviation is 0.64790 of the relate experience present in the table of
4.3.
Table 4.3 Descriptive Statistics
Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
Sensory_Experience 449 1.00 5.00 3.4543 .87978
Feel_Experience 449 1.00 5.00 3.5278 .70414
Think_Experience 449 1.00 5.00 3.9785 .71394
Act_Experience 449 1.00 5.00 3.7691 .73658
Relate_Experience 449 1.00 5.00 3.8916 .64790
Consumer_Purchase_Intention 449 1.00 5.00 4.0234 .78135
Valid N (listwise) 449
Table 4.4 Correlation
Correlations
Consumer_Purc
hase_Intention
Sensory_E
xperience
Feel_Ex
perience
Think_E
xperience
Act_Ex
perience
Relate_E
xperience
Consumer_Purc
hase_Intention
Pears
on
Corre
lation
1 .181** .215** .411** .338** .399**
Sig.
(2tailed
)
.000 .000 .000 .000 .000
N 449 449 449 449 449 449
Sensory_Experi
ence
Pears
on
Corre
lation
.181** 1 .145** .139** .167** .212**
Sig.
(2tailed
)
.000 .002 .003 .000 .000

27
N 449 449 449 449 449 449
Feel_Experience
Pears
on
Corre
lation
.215** .145** 1 .206** .271** .206**
Sig.
(2tailed
)
.000 .002 .000 .000 .000
N 449 449 449 449 449 449
Think_Experien
ce
Pears
on
Corre
lation
.411** .139** .206** 1 .304** .387**
Sig.
(2tailed
)
.000 .003 .000 .000 .000
N 449 449 449 449 449 449
Act_Experience
Pears
on
Corre
lation
.338** .167** .271** .304** 1 .463**
Sig.
(2tailed
)
.000 .000 .000 .000 .000
N 449 449 449 449 449 449
Relate_Experien
ce
Pears
on
Corre
lation
.399** .212** .206** .387** .463** 1
Sig.
(2tailed
)
.000 .000 .000 .000 .000
N 449 449 449 449 449 449
**. Correlation is significant at the 0.01 level (2-tailed).
4.3 Correlations Analysis

28
Through the test of the Pearson Correlation Coefficients examines the association between the
independent variables and the dependent variables. The result of the current research study of
the correlation table explains the correlation of the analysis. Therefore, the table 4.4 the
sensory experience variable r=0.181 and p=0.000, which is less than 0.01 that showed that
positive association between the independent variable of sensory experience and the
dependent variable consumer purchase intention.
The independent variable of feel experience value is r=0.215 and p=0.000, which is less than
0.000 that explained that between the independent variable of feel experience and the positive
impact on consumer purchase intention. Another independent variable Think experience
r=0.411 and the p-value=0.000 less than the 0.001 explained that positive relationship
between the independent variable of think experience with the dependent variable of consume
purchase intention. The independent variable of act experience r=0.338 and p-value less than
0.01 that explained that positive association between the variables. The variable of rerate
experience r=0.399 and p-value less than 0.01, examines that the independent variable has the
positive impact on consumer purchase intention.
Table 4.5: Model Summary
Model Summary
Model R R Square Adjusted R Square Std. Error of the
Estimate
1 .514a
.264 .255 .67422
a. Predictors: (Constant), Relate_Experience, Feel_Experience, Sensory_Experience,
Think_Experience, Act_Experience
4.4 Regression Analysis
In the table of model summary, the results of the research study indicates that the value of
RSquare is 0.264, which means that all the independent variables such as sensory experience,

29
feel experience, think experience, act experience and relate experience causes 26.4% change
in the dependent variable consumer purchase intention.
The model proved that the validity because analysis showed that its significance value 0.000
which is less than 0.01, the level of significance. To examines the impact of experiential
marketing on the consumer purchase intention in the restaurants of the global fast-food
brands restaurants applied the test of multiple regression analysis in the current research
study. The regression analysis indicates the results of adjusted R square values is .255 and the
result indicate of R is 0.514 and the R square is 0.264.
These values examine that how well a regression model fits the data in the research study.
The R represent the multiple correlation coefficient and the value of R is 0.514 that this value
indicates a good level of perdition in the research study.
The value of R-Square is 0.26 indicates the model explain 26 percent variation of all
independent variables in the dependent variables. Whereas the adjusted R-Square is 0.255 and
the standard error of the estimation is 0.67422.
Table 4.5: ANOVA
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1
Regression 72.129 5 14.426 31.735 .000b
Residual 201.375 443 .455
Total 273.504 448
a. Dependent Variable: Consumer_Purchase_Intention
b. Predictors: (Constant), Relate_Experience, Feel_Experience, Sensory_Experience,
In the table of 4.5, the research study results indicates that the p-value=0.000, which is less
than 0.01, means that there are positive relationships between the independent variables such
as sensory experience, think experience, feel experience, act experience and relate experience
with the dependent variable consumer purchase intention.

30
The f-value in the regression test explained the set of variables jointly significantly.
Therefore, in the current research study the value of the f-test is 31.735. which is indicates
significant at significance level of p-value=0.00 less than 0.01. Hence, we can say that
overall, the explanatory model is better.
Table 4.6: Coefficient Table
Model Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) .882 .262 3.363 .001
Sensory_Experience .060 .037 .068 1.612 .108
Feel_Experience .080 .048 .072 1.684 .093
Think_Experience .292 .049 .267 5.923 .000
Act_Experience .139 .050 .131 2.757 .006
Relate_Experience .248 .059 .206 4.234 .000
In table of coefficient, the results indicates that beta value of the sensory experience =0.068
and the p-value=0.000 which is less than 0.01. Thus, the independent variable sensory
experience has the positive association with the dependent variable consumer purchase
intention and statistically significantly impact of sensory experience of the experiential
marketing on the consumer purchase intention in the restaurants of the global fast-food
brands. Thus, the first hypothesis H1: The sensory experience has the positive impact on the
consumer purchase intention.

31
Collinearity Diagnosticsa
Mo
del
Dime
nsion
Eigen
value
Cond
ition
Inde
x
Variance Proportions
(Con
stant)
Sensory_E
xperience
Feel_Exp
erience
Think_Ex
perience
Act_Exp
erience
Relate_Ex
perience
1
1 5.868
1.00
0 .00 .00 .00 .00 .00 .00
2 .050
10.8
34 .00 .94 .03 .02 .03 .01
3 .031
13.8
33 .00 .00 .83 .07 .07 .06
4 .024
15.6
57 .01 .00 .00 .49 .58 .00
5 .016
19.3
78 .06 .03 .00 .34 .31 .65
6 .012
22.3
06 .92 .03 .13 .08 .00 .28
Through multicollinearity examines the more than variables in the research study

32
4.2 Hypotheses Assessment Summary
No. Hypothesis F -Value Sig Value Empirical Conclusion
H1: Sensory experience has a positive impact
on consumer purchase intention
Supported
H2:
Feel experience has a positive impact on
consumer purchase intention
Supported
H3;
Think experience has a positive impact on
Supported
H4:
Act experience has a positive impact on
Supported
H5:
Relate experience has a positive impact on
Supported

33
CHAPTER 5: CONCLUSION, DISCUSSIONS, IMPLEMENTATION
LIMITATION AND FUTURE RESEARCH
5.1 Conclusion and Discussions
 KFC is the very strong for fast food restaurant with more than 25000 restaurant all
over the world.
 They being in maturity stage KFC has high oppurtunities of producing new products
and deals.
 Finally, we can understand from the case thar every business organization should
understand the importance of ethics by culture regulatory and ecological issues in
different countries.
Through the research study objectives to examines the impact of the experiential marketing
concept on the consumer buying behavior in the industry of the global fast-food brand
restaurants. The results indicates that experiential marketing has strong positive impact on
consumer purchase intention. So that the mangers of the global fast-food brand restaurants
should focus on the factors of the experiential marketing in the restaurants of the global
fastfood brans in order to increase consumer purchase intention in the context of Pakistan.

34
5.2 Implication of Research Study
The implication of the research study significance importance in the field of global fast-food
brand restaurants with the important concept of experiential marketing such as senary
experience, feel experience, think experience, act experience and relate experience on the
impact on consumer purchase intention. Through the current research study global brand
marketing mangers developed strategic marketing strategies and effectively use the approach
of experiential marketing factors in the better way in the industry of global fast-food brand
restaurants.
5.3 Limitations of the Research
Although findings of the research study give the suggested to the managers of the marketing,
researchers regarding the restaurants of the global fast-food brands in the context of Pakistan
but have some limitation during the research study. Actually, the current research study for
the purpose of collection data through purposive sampling techniques and therefore, the
results of the research study could not be generalizable. Further, the concept of experiential
marketing will be limited to five restaurants of the global fast-food brands, such as KFC,
Mcdonald’s, Hardees, Burger King, Pizza Hut, but more restaurant of the global fast-food
brands could be included in the research study, to better understanding of the consumer
behavior.
5.4 Future Research
This finding is only limited to the restaurants of the global fast-food brands in the context of
Pakistan, Karachi. This cannot be applicable to other industry and organization. So,
recommendation is that it can be used or extended in other businesses such as banking sector,

35
hotel industry and also other. And also, you can research in other cities of Pakistan and
countries and you can also increase sample size.
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APPENDIX

44
Dear Respondent,
I am doing research in the field of Marketing at ILAM University, Pakistan. I am conducting
a study on “The Impact of Experience Marketing on Consumer Purchase Intention:
Evidence global fast-food restaurants of Karachi “I need your help to best understand the
relationship between independent and the dependent variables. I request you to participate in
this study by answering the attached questionnaire that will hardly take your 10 minutes.
The respondent will be kept anonymous. Your demographics will not be made available to
anyone at any cost.
If you have any questions or concerns about the questionnaire or about participating in this
study, you may contact me at syedadeelali055@gmail.com. You can also request for key
research findings through same email address.
Thanks for your cooperation,
Sincerely,
SYED ADEEL ALI
Researcher
ILMA University, Karachi,
Pakistan.
Cell# 0317-2302055

46
2 Feel
Experience
01 The
establishment
has relaxing and
intimate
atmosphere
1 2 3 4 5
02 During my
conversation
with the
employees, I feel
that they pay
attention to my
expectations
1 2 3 4 5
03 I feel
comfortable and
happy to
frequent this
establishment
1 2 3 4 5
3 Think
Experience
01 The brand
organizes
different
activities that
catch my
attention
1 2 3 4 5
02 There are
offline
communication
channels
(printed, visual)
that allow me to
follow the news
daily
1 2 3 4 5

47
03 I follow the latest
news
1 2 3 4 5
about the
brand through
its website
04 I follow the news
released by the
media about the
brand.
1 2 3 4 5
4 Act Experience
01 This space tries
to make me think
about the
lifestyle.
1 2 3 4 5
02 This space tries
to remind me
of the activities
that I can do
1 2 3 4 5
03 This space
makes me think
about my
behaviour.
1 2 3 4 5
5 Relate
Experience
01 The restaurant
makes me think
about my
relationships
with others
1 2 3 4 5

48
02 I can enhance my
relationship with
people I like by
consuming in
this restaurant
03 The restaurant
makes me
think about
social activities
6 Consumer
Purchase
Intention
1 Next time I will
come again to
this restaurant
2 In the
foreseeable
future I will
consider this
restaurant as a
part of mine
evoked set
3 I intend to
continue the
purchasing
relationship with
this restaurant
Please select ( ) the appropriate choice
Name: __________________________________________________________
Contact #. _______________________________________
Email ID: _____________________________________

49
Gender: Male Female
Age: 1. Less than 21
2. 21 to 30
3. 31 to 40
4. 41 to 50
5. Above 50
Education:
1. Matriculation/O level
2. Intermediate/A level
3. Undergraduate
4. Graduate
5. Doctorate Occupation:
1. Employee
2. Own Business
3. Student Thank you for your cooperation.

51
Results of the Research Study
Reliability Statistics
Cronbach's Alpha N of Items
0.890 21
Descriptive Statistics
N Minimum Maximum Mean
Std.
Deviation
Sensory_Experience 449 1.00 5.00 3.4543 0.87978
Feel_Experience 449 1.00 5.00 3.5278 0.70414
Think_Experience 449 1.00 5.00 3.9785 0.71394
Act_Experience 449 1.00 5.00 3.7691 0.73658
Relate_Experience 449 1.00 5.00 3.8916 0.64790
Consumer_Purchase_Intention 449 1.00 5.00 4.0234 0.78135
Valid N (listwise) 449
Correlations
Consumer_Pu
rchase_Intenti
on
Sensory_
Experien
ce
Feel_E
xperien
ce
Think_
Experie
nce
Act_E
xperie
nce
Relate_
Experie
nce
Consumer_Pu
rchase_Intenti
on
Pear
son
Corr
elati
on
1 .181**
.215**
.411**
.338**
.399**
Sig.
(2taile
d)
0.000 0.000 0.000 0.000 0.000
N 449 449 449 449 449 449
Sensory_Exp
erience
Pear
son
Corr
elati
on
.181**
1 .145**
.139**
.167**
.212**
Sig.
(2-
0.000 0.002 0.003 0.000 0.000
taile
d)
N 449 449 449 449 449 449

52
Feel_Experie
nce
Pear
son
Corr
elati
on
.215**
.145**
1 .206**
.271**
.206**
Sig.
(2taile
d)
0.000 0.002 0.000 0.000 0.000
N 449 449 449 449 449 449
Think_Experi
ence
Pear
son
Corr
elati
on
.411**
.139**
.206**
1 .304**
.387**
Sig.
(2taile
d)
0.000 0.003 0.000 0.000 0.000
N 449 449 449 449 449 449
Act_Experien
ce
Pear
son
Corr
elati
on
.338**
.167**
.271**
.304**
1 .463**
Sig.
(2taile
d)
0.000 0.000 0.000 0.000 0.000
N 449 449 449 449 449 449
Relate_Exper
ience
Pear
son
Corr
elati
on
.399**
.212**
.206**
.387**
.463**
1
Sig.
(2taile
d)
0.000 0.000 0.000 0.000 0.000
N 449 449 449 449 449 449
**. Correlation is significant at the 0.01 level (2-tailed).
Model Summary

53
Model R R Square
Adjusted R
Square
Std. Error of
the
Estimate
1 .514a
0.264 0.255 0.67422
a. Predictors: (Constant), Relate_Experience, Feel_Experience, Sensory_Experience,
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1 Regression 72.129 5 14.426 31.735 .000b
Residual 201.375 443 0.455
Total 273.504 448
b. Predictors: (Constant), Relate_Experience, Feel_Experience, Sensory_Experience,
Coefficientsa
Model
Unstandardize d
Coefficients
Standardize d
Coefficients
t Sig.
Collinearity
Statistics

54
B
Std.
Error Beta
Toleranc
e VIF
1 (Constant) 0.88
2
0.262 3.36
3
0.00
1
Sensory_Experienc
e
0.06
0
0.037 0.068 1.61
2
0.10
8
0.939 1.06
5
Feel_Experience 0.08
0
0.048 0.072 1.68
4
0.09
3
0.900 1.11
1
Think_Experience 0.29
2
0.049 0.267 5.92
3
0.00
0
0.818 1.22
2
Act_Experience 0.13
9
0.050 0.131 2.75
7
0.00
6
0.739 1.35
3
Relate_Experience 0.24
8
0.059 0.206 4.23
4
0.00
0
0.704 1.42
0
Collinearity Diagnosticsa
Mo
del
Eigen
value
Cond
ition
Inde
x
Variance Proportions
(Con
stant)
Sensory_E
xperience
Feel_Ex
perience
Think_Ex
perience
Act_Exp
erience
Relate_Ex
perience
1 1 5.868 1.000 0.00 0.00 0.00 0.00 0.00 0.00
2 0.050 10.83
4
0.00 0.94 0.03 0.02 0.03 0.01
3 0.031 13.83
3
0.00 0.00 0.83 0.07 0.07 0.06
4 0.024 15.65
7
0.01 0.00 0.00 0.49 0.58 0.00
5 0.016 19.37
8
0.06 0.03 0.00 0.34 0.31 0.65
6 0.012 22.30
6
0.92 0.03 0.13 0.08 0.00 0.28

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