A distinguishing tactic in service sector-sensory branding

Sensory branding is a type of marketing that appeal to all the senses in relation to the brand and thus a customer is exposed to multi-sensory experience. It uses the senses to relate with customers on an emotional level. These experiences have sensorial, emotional, cognitive, behavioral and relational dimensions, not only functional. The present study aims to understand the distinguishing tactic that is adopted by the service marketers to create identification of their service product from the competitors. The research design used will be descriptive in nature as the study will be carried out on primary data. The data is collected by using survey method through questionnaire which will be constructed to meet the objectives of the study. The data is analyzed by using suitable statistical techniques like; frequency distribution, chi-square, and factor analysis.

The study concludes that in today's time, sensory branding is gaining its importance as it helps to fulfill the emotional needs of the customer and greater number of customers is being driven by experience. In order to position their brands in the mind of the consumers, service sector has to target the sensory stimuli of the consumers.