ANALYSIS OF SENSORY MARKETING ON CONSUMERS AT RETAIL STORES

Abstract

In order to be forever etched in the minds of customers, Retail Store owners use Sensory Marketing techniques to provide a holistic experience to them at stores. How much a product or service is perceived by a customer is referred to as a sensory experience. The experience of a customer in a store has a huge impact on their buying decision and the image that the customer has of the company. In order to provide an experience that stays with the customers, retailers use techniques to influence the sensory experience of customers in a store. These experiences are results of external stimuli to our senses of touch, taste, sight, smell and hearing. This paper aims to study the factors that impact the holistic experience of consumers at a store. It aims to understand which sensory experience is of utmost importance to a customer in terms of providing a holistic sensory experience.  An effort is also done to identify and assess the holistic sensory experience of Indian retail industry customers, as well as to determine their understanding of sensory marketing strategies used in such retail shops.