Phygital Sensory Marketing and Consumer Purchasing Decision in Nigerian Automobile Users

The emergence of phygital sensory marketing has fundamentally transformed how automobile brands engage with consumers. In Nigeria, numerous automobile companies face challenges in crafting meaningful sensory experiences that cultivate trust, satisfaction, and emotional connection. This study investigates the impact of phygital sensory marketing on consumer experiences in the Nigerian automobile industry, with a particular emphasis on customer engagement and purchasing decisions. A significant concern is the underutilization of sensory elements: sight, sound, taste, and smell, which can result in limited emotional engagement and suboptimal service outcomes. The specific objectives of this study include evaluating how sensory marketing influences consumer attitudes and assessing the effectiveness of various sensory elements in enhancing brand perception. A quantitative research design was employed, utilizing a sample size of 384 consumers from Kwara State. Data were collected through a convenience sampling method, and analysis was conducted using SmartPLS. The findings reveal substantial correlations between sensory experiences and consumer purchasing decisions, indicating that well-executed sensory marketing strategies can significantly enhance consumer engagement, drive purchasing behavior, and strengthen brand loyalty. By embracing phygital sensory marketing, automobile companies can create richer, more impactful consumer experiences and foster deeper connections with their target audiences. This study offers valuable insights for marketers seeking to elevate customer interactions into memorable engagements that resonate across multiple sensory dimensions.