Sensory Marketing Strategies and Consumer Behavior: Sensible Selling Using All Five Senses
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 enduri...
Gespeichert in:
| Veröffentlicht in: | ICFAI journal of business strategy 2019-09, Vol.16 (3), p.34-44 |
|---|---|
| 1. Verfasser: | |
| Format: | Artikel |
| Sprache: | eng |
| Schlagworte: | |
| Online-Zugang: | Volltext |
| Tags: |
Tag hinzufügen
Keine Tags, Fügen Sie den ersten Tag hinzu!
|
| container_end_page | 44 |
|---|---|
| container_issue | 3 |
| container_start_page | 34 |
| container_title | ICFAI journal of business strategy |
| container_volume | 16 |
| creator | Hussain, Sharafat |
| description | 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. |
| format | Article |
| fullrecord | <record><control><sourceid>proquest</sourceid><recordid>TN_cdi_proquest_journals_2311509102</recordid><sourceformat>XML</sourceformat><sourcesystem>PC</sourcesystem><sourcerecordid>2311509102</sourcerecordid><originalsourceid>FETCH-LOGICAL-g602-d22da9ee7c368e328f3664509530a1ab1fce5af863ff5945f36dcc206574af1a3</originalsourceid><addsrcrecordid>eNotTc1OwzAYywGkTWPvEIlzpfw0acNtVAyQNnHYuOwyfWu_lIzQQtJO4u1JAR9sS5btKzJnphCZEcrMyDLGM0solGCmnJPDDrvYh2-6hfCOg-tauhsCDNg6jBS6hlZ9F8cPDPQe3-Di-nBHp447eUzG-6nyGideeU_X7oK_OcYbcm3BR1z-64Ls1w_76inbvDw-V6tN1momskaIBgxiUUtdohSllVrnihklGXA4cVujAltqaa0yuUpxU9eCaVXkYDnIBbn9m_0M_deIcTie-zF06fEoJOdpiTMhfwARYU3S</addsrcrecordid><sourcetype>Aggregation Database</sourcetype><iscdi>true</iscdi><recordtype>article</recordtype><pqid>2311509102</pqid></control><display><type>article</type><title>Sensory Marketing Strategies and Consumer Behavior: Sensible Selling Using All Five Senses</title><source>Business Source Complete</source><creator>Hussain, Sharafat</creator><creatorcontrib>Hussain, Sharafat</creatorcontrib><description>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.</description><identifier>ISSN: 0972-9259</identifier><language>eng</language><publisher>Hyderabad: IUP Publications</publisher><subject>Brand loyalty ; Color ; Consumer behavior ; Consumers ; Consumption ; Customer relationship management ; Customers ; Decision making ; Emotions ; Lighting ; Market strategy ; Marketing ; Music ; Perceptions ; Senses ; Sound</subject><ispartof>ICFAI journal of business strategy, 2019-09, Vol.16 (3), p.34-44</ispartof><rights>Copyright IUP Publications Sep 2019</rights><woscitedreferencessubscribed>false</woscitedreferencessubscribed></display><links><openurl>$$Topenurl_article</openurl><openurlfulltext>$$Topenurlfull_article</openurlfulltext><thumbnail>$$Tsyndetics_thumb_exl</thumbnail><link.rule.ids>314,776,780</link.rule.ids></links><search><creatorcontrib>Hussain, Sharafat</creatorcontrib><title>Sensory Marketing Strategies and Consumer Behavior: Sensible Selling Using All Five Senses</title><title>ICFAI journal of business strategy</title><description>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.</description><subject>Brand loyalty</subject><subject>Color</subject><subject>Consumer behavior</subject><subject>Consumers</subject><subject>Consumption</subject><subject>Customer relationship management</subject><subject>Customers</subject><subject>Decision making</subject><subject>Emotions</subject><subject>Lighting</subject><subject>Market strategy</subject><subject>Marketing</subject><subject>Music</subject><subject>Perceptions</subject><subject>Senses</subject><subject>Sound</subject><issn>0972-9259</issn><fulltext>true</fulltext><rsrctype>article</rsrctype><creationdate>2019</creationdate><recordtype>article</recordtype><sourceid>ABUWG</sourceid><sourceid>AFKRA</sourceid><sourceid>BENPR</sourceid><sourceid>CCPQU</sourceid><sourceid>DWQXO</sourceid><recordid>eNotTc1OwzAYywGkTWPvEIlzpfw0acNtVAyQNnHYuOwyfWu_lIzQQtJO4u1JAR9sS5btKzJnphCZEcrMyDLGM0solGCmnJPDDrvYh2-6hfCOg-tauhsCDNg6jBS6hlZ9F8cPDPQe3-Di-nBHp447eUzG-6nyGideeU_X7oK_OcYbcm3BR1z-64Ls1w_76inbvDw-V6tN1momskaIBgxiUUtdohSllVrnihklGXA4cVujAltqaa0yuUpxU9eCaVXkYDnIBbn9m_0M_deIcTie-zF06fEoJOdpiTMhfwARYU3S</recordid><startdate>20190901</startdate><enddate>20190901</enddate><creator>Hussain, Sharafat</creator><general>IUP Publications</general><scope>04Q</scope><scope>04S</scope><scope>0U~</scope><scope>1-H</scope><scope>3V.</scope><scope>4S-</scope><scope>7WY</scope><scope>7WZ</scope><scope>7XB</scope><scope>87Z</scope><scope>8FK</scope><scope>8FL</scope><scope>ABUWG</scope><scope>AFKRA</scope><scope>BENPR</scope><scope>BEZIV</scope><scope>CCPQU</scope><scope>DWQXO</scope><scope>FRNLG</scope><scope>F~G</scope><scope>K60</scope><scope>K6~</scope><scope>K8~</scope><scope>L.-</scope><scope>L.0</scope><scope>M0C</scope><scope>PQBIZ</scope><scope>PQBZA</scope><scope>PQEST</scope><scope>PQQKQ</scope><scope>PQUKI</scope><scope>PRINS</scope><scope>PYYUZ</scope><scope>Q9U</scope></search><sort><creationdate>20190901</creationdate><title>Sensory Marketing Strategies and Consumer Behavior: Sensible Selling Using All Five Senses</title><author>Hussain, Sharafat</author></sort><facets><frbrtype>5</frbrtype><frbrgroupid>cdi_FETCH-LOGICAL-g602-d22da9ee7c368e328f3664509530a1ab1fce5af863ff5945f36dcc206574af1a3</frbrgroupid><rsrctype>articles</rsrctype><prefilter>articles</prefilter><language>eng</language><creationdate>2019</creationdate><topic>Brand loyalty</topic><topic>Color</topic><topic>Consumer behavior</topic><topic>Consumers</topic><topic>Consumption</topic><topic>Customer relationship management</topic><topic>Customers</topic><topic>Decision making</topic><topic>Emotions</topic><topic>Lighting</topic><topic>Market strategy</topic><topic>Marketing</topic><topic>Music</topic><topic>Perceptions</topic><topic>Senses</topic><topic>Sound</topic><toplevel>online_resources</toplevel><creatorcontrib>Hussain, Sharafat</creatorcontrib><collection>India Database</collection><collection>India Database: Business</collection><collection>Global News & ABI/Inform Professional</collection><collection>Trade PRO</collection><collection>ProQuest Central (Corporate)</collection><collection>BPIR.com Limited</collection><collection>ABI/INFORM Collection</collection><collection>ABI/INFORM Global (PDF only)</collection><collection>ProQuest Central (purchase pre-March 2016)</collection><collection>ABI/INFORM Global (Alumni Edition)</collection><collection>ProQuest Central (Alumni) (purchase pre-March 2016)</collection><collection>ABI/INFORM Collection (Alumni Edition)</collection><collection>ProQuest Central (Alumni Edition)</collection><collection>ProQuest Central UK/Ireland</collection><collection>ProQuest Central</collection><collection>Business Premium Collection</collection><collection>ProQuest One Community College</collection><collection>ProQuest Central Korea</collection><collection>Business Premium Collection (Alumni)</collection><collection>ABI/INFORM Global (Corporate)</collection><collection>ProQuest Business Collection (Alumni Edition)</collection><collection>ProQuest Business Collection</collection><collection>DELNET Management Collection</collection><collection>ABI/INFORM Professional Advanced</collection><collection>ABI/INFORM Professional Standard</collection><collection>ABI/INFORM Global</collection><collection>ProQuest One Business</collection><collection>ProQuest One Business (Alumni)</collection><collection>ProQuest One Academic Eastern Edition (DO NOT USE)</collection><collection>ProQuest One Academic</collection><collection>ProQuest One Academic UKI Edition</collection><collection>ProQuest Central China</collection><collection>ABI/INFORM Collection China</collection><collection>ProQuest Central Basic</collection><jtitle>ICFAI journal of business strategy</jtitle></facets><delivery><delcategory>Remote Search Resource</delcategory><fulltext>fulltext</fulltext></delivery><addata><au>Hussain, Sharafat</au><format>journal</format><genre>article</genre><ristype>JOUR</ristype><atitle>Sensory Marketing Strategies and Consumer Behavior: Sensible Selling Using All Five Senses</atitle><jtitle>ICFAI journal of business strategy</jtitle><date>2019-09-01</date><risdate>2019</risdate><volume>16</volume><issue>3</issue><spage>34</spage><epage>44</epage><pages>34-44</pages><issn>0972-9259</issn><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.</abstract><cop>Hyderabad</cop><pub>IUP Publications</pub><tpages>11</tpages></addata></record> |
| fulltext | fulltext |
| identifier | ISSN: 0972-9259 |
| ispartof | ICFAI journal of business strategy, 2019-09, Vol.16 (3), p.34-44 |
| issn | 0972-9259 |
| language | eng |
| recordid | cdi_proquest_journals_2311509102 |
| source | Business Source Complete |
| subjects | Brand loyalty Color Consumer behavior Consumers Consumption Customer relationship management Customers Decision making Emotions Lighting Market strategy Marketing Music Perceptions Senses Sound |
| title | Sensory Marketing Strategies and Consumer Behavior: Sensible Selling Using All Five Senses |
| url | https://sfx.bib-bvb.de/sfx_tum?ctx_ver=Z39.88-2004&ctx_enc=info:ofi/enc:UTF-8&ctx_tim=2025-01-26T03%3A38%3A20IST&url_ver=Z39.88-2004&url_ctx_fmt=infofi/fmt:kev:mtx:ctx&rfr_id=info:sid/primo.exlibrisgroup.com:primo3-Article-proquest&rft_val_fmt=info:ofi/fmt:kev:mtx:journal&rft.genre=article&rft.atitle=Sensory%20Marketing%20Strategies%20and%20Consumer%20Behavior:%20Sensible%20Selling%20Using%20All%20Five%20Senses&rft.jtitle=ICFAI%20journal%20of%20business%20strategy&rft.au=Hussain,%20Sharafat&rft.date=2019-09-01&rft.volume=16&rft.issue=3&rft.spage=34&rft.epage=44&rft.pages=34-44&rft.issn=0972-9259&rft_id=info:doi/&rft_dat=%3Cproquest%3E2311509102%3C/proquest%3E%3Curl%3E%3C/url%3E&disable_directlink=true&sfx.directlink=off&sfx.report_link=0&rft_id=info:oai/&rft_pqid=2311509102&rft_id=info:pmid/&rfr_iscdi=true |