Study of Sensory Marketing Strategies in Retailing Business

DOI

10.2991/aebmr.k.200812.007How to use a DOI?

Keywords

sensory marketing, senses, perceptions, buying behavior, retail scape, strategies, brand management

Abstract

“Sensory marketing” has been defined as “marketing that engages the consumers’ senses and affects their perception, judgment and behavior.” (Aradhana Krishna, in her book Customer Sense- How the five senses influence the buying behavior, Kindle edition [2]) From a managerial perspective, sensory marketing can be used to create subconscious triggers that characterize consumer perceptions of abstract notions of the product (e.g., its sophistication or quality). Every day the consumer is exposed to a gamut of sensory triggers which works subconsciously in stimulating and influencing consumers buying behavior. Also, these sensory triggers may result in consumers’ self-generation of (desirable) brand attributes, rather than those verbally provided by the advertiser. The understanding of these sensory triggers implies an understanding of sensation and perception as it applies to consumer behavior—this is the research perspective of sensory marketing.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Swaroop Simha
PY  - 2020
DA  - 2020/08/13
TI  - Study of Sensory Marketing Strategies in Retailing Business
BT  - Proceedings of the 3rd Asia Pacific Management Research Conference (APMRC 2019)
PB  - Atlantis Press
SP  - 34
EP  - 38
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200812.007
DO  - 10.2991/aebmr.k.200812.007
ID  - Simha2020
ER  -