Sensory marketing: an innovative marketing strategy to sustain in emerging markets

Abstract

The study aims to explore the characteristics of marketing-mix strategies and its relationship with sensory marketing in the oral-care and hygiene sector. Exploratory factor analysis was applied to data collected through the questionnaire. Mean scores of the explored factors were calculated to know which factor has the greatest influence. An analysis shows that majorly four senses affect the purchase intention of a consumer. Product packaging and promotional strategies directly influence sensory behaviour of Indian consumers. Most of the components of the marketing mix were affected by multi-sensory stimuli that were incorporated in product design and promotional strategies. Amongst the five senses, visual sense has the greatest influence on the decision making of consumers. This paper involves innovative insights on usage of the five senses in marketing mix strategies to help marketers sustain the market capitalisation of their products and influence consumer behaviour.