Investigating the factors affecting sensory marketing based on consumer’s perceptions

Abstract

This article discusses sensory marketing as a strategic marketing approach that seeks to influence individuals' behaviour and emotions. The consumer seeks not simply to acquire a product or service, but also desires a personalized and unique experience associated with their purchases. Our survey study, consistent with previous research, demonstrates how customers assessed the atmosphere of fashion retail outlets based on their cognitive and emotional reactions. The integration of the four senses results in a synergistic effect, which refers to the customer's internal cognitive and/or emotional reaction to the stimuli present in the environment. The four senses, including sound, sight, touch, and smell, originate from them. According to the survey findings, this study highlights the significance of recognizing that the point-of-sale environment influences the customer's cognitive and emotional reactions through sensory marketing experiences. The answers encompass an increased sense of satisfaction and a heightened perception of product excellence experienced by the customer.