THE IMPACT OF SENSORY BRANDING ON CONSUMER BUYING BEHAVIOUR
Evolution in the marketing sector can be associated with the exponential growth in competition today. Consequently, to keep pace with the changing times, marketers are always trying to offer an experience that their consumers just cannot forget. This is where Sensory Branding comes to their aid. Sensory branding is a type of marketing that helps brands connect with their consumers by appealing to their senses and evoking their sentiments, thereby creating a lasting positive impression on their subconscious minds. It is a relatively new concept and therefore despite its immense significance, not much research has been done on it. This study thus, attempts to bridge the gap that exists in literature and to help marketers devise effective marketing strategies. This study aims to find out if there is any relationship between sensory branding and consumer buying behaviour, to assess the impact of sensory branding elements on consumer behaviour and to examine if sensory branding can enhance customer satisfaction and brand loyalty. Lastly it seeks to examine whether there are any challenges faced by marketers in implementing sensory branding techniques.
Sensory Branding, Consumer Buying Behaviour, Neuromarketing, Experiential Marketing, Sensory Marketing, Innovative Marketing, Consumer Behaviour.