Published Online:November 2024
Product Name:The IUP Journal of Marketing Management
Product Type:Article
Product Code:MM021124
Author Name:Rupa Rathee and Pallavi Rajain
Availability:YES
Subject/Domain:Marketing
Download Format:PDF
Pages:21
The importance of sensory marketing has increased due to the powerful influence of senses on buyer’s decision making. In order to develop an emotional connection between customers and the brand, a majority of the marketers try to integrate sensory cues into their branding. The present study analyzes the impact of multisensory cues on the emotional response and behavior of consumers. The data was collected from 993 shoppers at various hypermarkets and malls in the National Capital Region, India. A standardized questionnaire was used for data collection using non-probability sampling. The results of the study show that there is a positive and significant impact of sensory cues on the emotional response and subsequent behavior of customers with respect to pleasure and arousal states.
At present, retail accounts for over 10% of the country’s gross domestic product (GDP) and around 8% of employment (Ibef, 2020). A steady increase in the millennial population, growing middle-income households, the rise of women workforce, technological advancements, and the emerging rural market are some of the important factors that have propelled the growth of the retail segment in India.