A Study the Role of Sensory Marketing In Product Industry With Reference To Indore District

Abstract

This research focuses on the role of sensory marketing in product industry. A new era in the field of marketing is emerging, one in which marketing strategies and tactics will be centered on the five senses of consumers. This thesis emphasizes on the five senses while discussing marketing (sight, smell, hearing, taste, touch). The results showed that the five senses had an impact on customer behavior simultaneously. From a management standpoint, sensory marketing can be used to develop subconscious cues that determine how consumers perceive abstract ideas about the product (such as its sophistication, quality, elegance, innovativeness, modernity, interactivity, etc.) and the personality of the brand. newlineThis research aimed at identifying the impact of sensory marketing on consumer behavior in product industry in Indore (Madhya Pradesh). The purpose of this study is to understand the current sensory marketing strategies used in the product industry in Indore city and to analyses the impact of multi-sensory experience on consumer shopping behavior. A sample of 236 consumers was taken who usually visited shopping malls in Indore. Data was collected through a well-structured questionnaire and analyzed through various statistical tools in MS Excel and SPSS. Research findings depict that customers give more importance to these sensory marketing appeals used by the marketers. From the result it was also found that shops and malls in Indore are using sensory marketing as a tool to influence their customer. Color, scent, and sound are used in order to create the relaxing atmosphere in product Industry in Indore. According to customers perception sensory marketing activities are necessary for product industry as well. This study has important implication for practitioners and academicians. newline