Impact of multi sensory marketing strategies on consumer buying behaviour with special reference to branded food chain stores

Abstract

We cannot downplay the significance of emotions in an experience economy. Since emotions and senses are linked, it is much more crucial to utilise the sensory technique in marketing. In consequence of the ever-changing needs of consumers, marketers realise that marketing is not only about producing vanilla cupcakes to capture people s minds. It also includes capturing the customer s heart and soul to rule in competitive world. Companies need to render something unique to create a solitary depiction of the brand and the company. This continual change in the marketing environment has seen a significant transformation; it has crossed many stages from becoming product-centric to customer-centric experience. newline