Sensory Marketing Strategies and Consumer Behavior: Sensible Selling Using All Five Senses

Abstract

The human senses must be understood so that it helps in understanding the consumption processes where individual behavior and decision making are important factors. Sensory marketing is an innovative marketing strategy to stimulate a customer’s relationship with a brand, which fosters an enduring emotional connection that optimizes brand loyalty. This paper deals with what constitutes sensory marketing, i.e., visual marketing, auditory marketing, olfactory marketing, tactile marketing and gustative marketing and its possible impact on consumer behavior through various reviews of literature. The study concludes that the challenge for the marketers is to research, understand and stimulate all five senses of the consumers that can lead to a shift in the consumer behavior, directly influencing the sales, profits and market share.