Gender Based Multi Sensory Patterns in Making Brand Choice in Indian Context

Abstract

Companies design their marketing mix strategies to attract consumer attention and newlineconvert that into brand choice and later on into loyalty. They spend huge amounts of newlinemoney on research and development, innovation to create USP for their brand or its newlineproduct in every possible way to win over their competitors. They do so by employing newlinesensory marketing strategies to make their product packaging and advertising newlineappealing to the consumer senses and motivates them to buy. This study aims to newlineconceptualize the multi-sensory determinants related to FMCG Products which newlineinfluence consumer brand choice. To test hypotheses, a structured questionnaire was newlineprepared and distributed through non- probabilistic judgment sampling to the newlineweb-based consumers using FMCG products and living in Delhi NCR. Descriptive, newlineinferential statistical analysis and PLS-SEM approach were used to study the newlinerelationship between the variables. This analysis demonstrates that all estimates used newlineto determine brand choice by the consumers are significant and substantial except newlinesensory advertising attribute of the brand which doesn t show a significant newlinerelationship with the brand choice. This study would help academic practitioners to newlineformulate their marketing strategies by employing a perfect blend of multi-sensory newlineclues which represents their brand. This investigation adds to writing in the field of newlinebrand management which focuses on both sensory and non-sensory stimulus related newlineto packaging and advertising attributes that attract human attention newline newline