Influence of Sensory Marketing on Consumer Behaviour and Their Impact on Brand Equity
Influence of Sensory Marketing on Consumer Behaviour and Their Impact on Brand Equity

Author(s): Abhinandan N, Manasa K, Kiran G
Subject(s): Marketing / Advertising
Published by: Transnational Press London
Keywords: Influence; Sensory Marketing; Consumer Behaviour; Brand Equity;
Summary/Abstract: “A memorable experience can forge a stronger connection to the product or service, increase satisfaction, and influence the consumer’s behaviour and attitude” The senses play a key role in consumer perceptions and exert a powerful influence over buying decisions. Marketers have long sought to integrate the senses into brand communications, even though generally in a limited and partial way. Today, sensory marketing is recognized as an essential tool for strengthening the connection between brand and consumer by stimulating all the senses and generating emotions. As part of the marketer’s quest to connect with and adapt to today’s constantly evolving and increasingly demanding consumers, sensory marketing is now considered to be a top-priority activity. Sensory marketing leverages all five senses to influence perceptions, memories, and learning processes, with the aim of manipulating consumers’ motivations, desires, and behaviour. The goal is to create a sensory experience that strengthens the connection with users through a process that involves both the rational and the emotional parts of the brain, although to varying degrees.

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