Pages: 71-82

Abstract

The objective of this study was to investigate the role of sensory marketing in investigating the type of drinking glass on the customer's choice (the case study of Iran, India and the United Arab Emirates). The research method of this study was applied in terms of objective and correlational in terms of method. The population of the study was unlimited. Data were collected among cafe shop customers of India, the United Arab Emirates, and Iran by using questionnaire, and 200 questionnaires were distributed among the customers that 179 samples were collected as acceptable samples. According to the nature of the data, the non-parametric statistical methods were used to test the hypotheses and to evaluate the difference between the two groups, non-parametric test of Mann-Whitney was used, and to examine the difference among the three groups, Kruskal-Wallis test with SPSS software was used. The results show that the type of glass had impact on the customer familiarity with drink only in olive and dark cherry colors and respondents have more familiarity with olive color in cherry glass and with dark cherry color in simple glass. The impact of glass on preferred time to use drink was not confirmed. In investigating the effect of type of glass on the preferred age to use drink, difference was confirmed only in the case of neon yellow color. In addition, the effect of type of glass on drink pleasure in any of the colors was not confirmed.