The senses play a significant part in consumer perceptions and exercise a powerful impact over buying decisions. Marketers have always worked to incorporate the senses into brand marketing, albeit often in a limited and partial way. Today, sensory marketing is acknowledged as a crucial strategy for establishing the relationship between brand and consumer by activating all the senses and producing emotions. This assignment focus on how sensory marketing activities influence customer’s decisionmaking and also apply relevant practical and theoreticalxamples
The goal of sensory marketing is to manipulate consumers motives, desires, and behaviour by appealing to their five senses. The purpose is to design a sensory experience that appeals to the users cognitive and emotional sides in equal measure, thereby cementing the relationship between the two. The subconscious aspect of this process allows for the execution of learnt behaviours and decisions without conscious thought, (Kim et al, 2021).
There are two key forces behind the growth of sensory marketing. The first is the growing body of knowledge in the scientific community, especially in the discipline of neuroscience, which has strong ties to the business of selling. The study of the brains neural circuits has shed light on the nature and function of perception, behaviour, and the interaction of emotion and logic, (Erenkol et al, 2015). The development of markets is the second element to consider. The markets of today are highly competitive and global in scope. Consumers decisions to make purchases are more influenced by their emotions rather than their rational thought processes, making brand differentiation more crucial than ever, (Krishna et al, 2014).
Multiple studies have found that consumers intuitions about a products quality are heavily impacted by their senses. Marketers make great efforts to appeal to consumers senses through all of the brand communications they produce. Marketing strategies that appeal to consumers senses and elicit an emotional response from them are increasingly seen as crucial in todays competitive marketplace, (Erenkol et al, 2015).
It is natural for people to employ a variety of their senses while deciding which goods or service to purchase. Marketers can now take advantage of consumers actions by employing sensory marketing to raise awareness and interest in their products, (Kim et al, 2021).
Customers use their other senses besides sight, such as smell, touch, sound, and taste, when making purchases.
Now lets examine how consumer decisions are impacted by sensory marketing that appeals to several senses:
Advertising through the visual medium (posters, photographs, etc.) has a long history, dating back to at least the 18th century, and since the 1890s has become a common and influential marketing tactic. In 1890, pears soap was the first firm in the world to employ posters, visual marketing, and ever since then, businesses large and small have relied on this strategy to spread the word about their brand. Customers are strongly influenced by sight because they observe a thing, make assumptions about how it will be used, appear, and feel, and then decide whether or not to purchase it, (Rathee et al, 2017).
Colors, pictures, and text were used in this visual senses marketing strategy to draw customers because they have a significant psychological impact.
Sound advertisements developed after their visual counterparts were commonplace. In the early 1920s, the invention of radios paved the way for the first audible advertisements. Companies began airing programmes on AIR in exchange for which they promoted their brand for promotion. This sensory marketing of sound had a different impact on consumers because it allowed those who were illiterate and unable to read the language on visual advertisements to now hear about the brand and product, influencing their decision to purchase it, (Krishna et al, 2016).
Strange as it may sound, sensory marketing also makes use of smell. To everyones astonishment, research has revealed that fragrances have a direct impact on the brain and emotions. Remembering an experience with a particular fragrance from the past can be triggered by smelling that fragrance again. As a result, only a select few businesses employ this tactic in their marketing, (Kim et al, 2021).
The instore experiences of customers at Abercrombie and Hitch are examples of companies that employ the sensory marketing of scent through the use of perfumes and ambiance lighting.
Customers preferences and judgments are also influenced by how something tastes. Marketing of food and drink relies heavily on appeals to taste, which is closely linked to appeals to smell and other senses. People of various cultural and racial backgrounds have varying responses to various flavours. As a result, businesses pay close attention to this type of sensory marketing and strive to provide the best possible flavour in an effort to make an instant impact on customers. However, one must bear in mind that even a seemingly insignificant error might have catastrophic consequences, (Singhal et al, 2015).
It is easier to grasp the significance of sensory marketing if we look at a few examples.
In the Nut shell, Customers senses are at the centre of sensory marketing, which attempts to provide the most immersive experiences possible for them. All of the human senses carry incentives that shape how people think about and react to the world around them. Consumers increasingly unique sensory experiences provide a major challenge for the efficient application of sensory marketing strategies. Therefore, it controls how businesses function in terms of the precise selection and specificity of incentivebased tools. If a products colour, shape, scent, and display in the stores window all work together to create a positive impression, the customer is far more likely to purchase that product again. Price fluctuations are losing their ability to stimulate the economy, (Erenkol et al, 2015). When it comes to purchasing decisions, customers are highly influenced by their sense of smell, taste, sight, and sound. An easily recognisable brand aids in the development and maintenance of trustworthy, longterm connections between people. The pleasant aroma of a product or the pleasant aroma of a store can have a calming effect on shoppers, (Rathee et al, 2017). Potentially, the fragrance could increase customers devotion to the brand. The fragrance of a product can evoke memories and connections in the minds of buyers, who use those memories to form opinions about the products quality and whether or not the products standards can be reliably maintained. Scent enhances brand recognition, (Singhal et al, 2015). Customers undoubtedly favour light fragrance and avoid places with overpowering aroma, therefore businesses employing sensory marketing should take this into account.
Erenkol et al. (2015). Sensory marketing. . Journal of Administrative Sciences and Policy Studies, 3(1), 126.
Kim et al. (2021). The roles of sensory perceptions and mental imagery in consumer decisionmaking. . Journal of Retailing and Consumer Services, 61, 102517.
Krishna et al. (2014). Sensory marketing, embodiment, and grounded cognition: A review and introduction. . Journal of consumer psychology, 24(2), 159168.
Krishna et al. (2016). The power of sensory marketing in advertising. . Current Opinion in Psychology, 10, 142147.
Rathee et al. (2017). Sensory marketinginvestigating the use of five senses. International Journal of Research in Finance and Marketing, 7(5), 124133.
Singhal et al. (2015). Does sense reacts for marketing–Sensory marketing. International Journal of Management, IT and Engineering (IJMIE), ISSN, 22490558.