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

Authors: Manvi Khandelwal; Ashok Sharma; Vikas Indoria; Vinamra Jain

Addresses: Marketing Department, Amity Business School, Amity University, Noida, UP, India ' Marketing Department, Amity Business School, Amity University, Noida, UP, India ' Marketing Department, Jaipuria Institute of Management, Jaipur, Rajasthan, India ' Marketing Department, Amity Business School, Amity University, Noida, UP, India

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.

Keywords: sensory marketing; marketing mix; product packaging; sensorial strategies; sensory inputs.

DOI: 10.1504/IJPSPM.2020.106730

International Journal of Public Sector Performance Management, 2020 Vol.6 No.2, pp.236 - 245

Received: 31 May 2018
Accepted: 17 Dec 2018
Published online: 20 Apr 2020 *

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