Title: Effect of auditory signals in sensory marketing: evidence from India

Authors: Sangita Dutta Gupta; Mohamed Moin Al Deen Shah; Kuruva Hari Prasad; Phani Vishwaja

Addresses: IFIM Business School, Bangalore, India ' IFIM Business School, Bangalore, India ' IFIM Business School, Bangalore, India ' IFIM Business School, Bangalore, India

Abstract: Sensory marketing is a form of marketing targeted to a customer's senses, which influences their buying decision process. Auditory sensory marketing is a form of sensory marketing targeting the auditory sense of a customer. This could be in the form of a jingle, slogan, music genre, tempo and so on. There have been studies on the impact of auditory signals in sensory marketing. Different genres and tempo of music affect different age groups in a different way. The objective of our study was to find out the effect of auditory signals in sensory marketing. An exploratory research using a semi-structured interview protocol was performed. Inductive analysis was performed to distinguish groups, patterns and themes that emerge from the data collected. The study revealed that auditory sensory marketing done by malls and retail outlets increases the dwell time of consumers but does not necessarily increase their purchases.

Keywords: auditory signal; sensory marketing; exploratory research; India.

DOI: 10.1504/IJBEX.2022.125765

International Journal of Business Excellence, 2022 Vol.28 No.1, pp.75 - 89

Received: 20 Nov 2019
Accepted: 20 Feb 2020
Published online: 27 Sep 2022 *

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