IMPACT OF SENSORY MARKETING ON CONSUMER BUYING BEHAVIOUR:

BACKGROUND OF STUDY:
To make any business successful it is very necessary to know consumer’s buying behavior and
their preferences. There are many factors that influence consumer’s buying behavior for
example: culture, social, psychological and personal factors, but now a days it has been
observed that ‘sensory marketing’ is also impacting buying behavior of consumers. The
objective to conduct this study is to identify the significance of relationship of sensory
marketing and consumer buying behavior. Sensory marketing includes (sight, smell, touch,
hearing and taste). “The task of sensory marketing is to persuade consumers to give their
preferences to buy products or services among others. In order to manage that five senses are
used, this type of marketing is based on requirements of consumer. Customer’s loyalty
influenced by their experience has a big role. (Hulten et al., 2009)

According to a research conducted in Slovikia form February to march 2017. In this the
respondents (312) were divided into three generation according to their age ( young, middle
and elder), marked 38%, 30% and 32% respectively Altogether there were 51% women and 49%
men. On the basis of this survey the most affected sense when buying is sight with 62%,
gustative sense (taste) was on second place with 175, smell with 11%, hearing with 6% and
lastly touch. (koudelka, 2008). This shows that sight is the nost significant sense among other
senses which influence consumers on their decision making.

First data was gathered in order to compare different generations through visual effects (color,
material and shop appearance). It is noticed that young generation of (6 to 18) age prefer color,
middle generation (19 to 64) and elder generation (65 and above) focus on material first.

Furthermore, research aim was to identify the relationship of sound effects and customers
while shopping. It shows that about 53% customers are affected by radio music and rests of the
respondents are affected by natural sound of the shop or store.

Touch is another factor which influences the decision of consumers. Almost all generation make
decision on the basis on touching material i.e: packaging and surface treatment.

Then it comes smell factor. 82% of respondents are affected by olfactory that is natural smell of
store (spices, dairy products etc) and 18% responds towards artificial smell.

The last sense evaluated was gustatory sensory (taste) the most affecting factor were free
sample, secondly quality of product. It is also noticed that free sample effects the men of all
generation, while on another hand quality of product influences women.