Sensory Marketing-Investigating the Use of Five Senses

For three decades’ marketers in a variety of industries have been building expertise in reaching consumers through the five senses. New research indicates that we are about to enter an era in which many more consumer products companies will take advantage of sense-based marketing. Due to increasing competition among various companies the good quality of products or services no longer remains the only criteria for selection. Consumers nowadays are looking forward to a wholesome experience while shopping. They are attracted towards products that appeal to their senses and develop an emotional connect. For this not only the product attributes but the environment at the point of purchase influences their decision. Marketers began the use of senses to create an edge in their products and services. Therefore, in the present study an attempt has been made to introduce the concept of sensory marketing and exploring the use of five senses in marketing products and services. Previous literature has been reviewed to find the level of impact the senses have in influencing the consumers’ decision and whether their presence actually impacts the buyers’ decision. Lastly a question has been raised regarding the ethical use of sensory marketing.