RESEARCH PROJECT

On
Impact of Sensory Branding on Consumers
Submitted In partial fulfilment of the requirements for the degree of
Master of Business Administration
(SESSION 2019-2021)

Submitted By:
Jagdish Singh Koshyari
MBA (2 Year Programme)
Roll No. 19001532020

Deenbandhu Chhotu Ram University of Science and Technology Murthal, Haryana, Department
of Management Studies
131039

i
Declaration

I, Jagdish Singh Koshyari of Deenbandhu Chhotu Ram University of Science and

Technology's Department of Management Studies, hereby submit this report in partial
fulfilment of the requirements for the award of a "Masters of Business Administration"
degree. I declare that the work contained in this report is my original work, and that it has
not been submitted anywhere for the award of any other degree or diploma by any other
institution. Except where due reference is made, this report contains no material previously
published or authored by any other individual, to the best of my knowledge and belief.

_____________________________

Date: 24.06.2020 Jagdish Singh Koshyari

Countersigned:

_____________________________

Date: Dr. Rupa Rathee

Assistant Professor

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 ACKNOWLEDGEMENTS

The commencement of work yielded a fantastic result in the form of a project report, which would
not have been possible without the assistance and persistent support of others. I owe a debt of
gratitude to everyone who contributed to my research study.
First and foremost, I want to express my heartfelt thanks to Dr. Rupa Rathee, my supervisor, for
her unwavering support, motivation, and ongoing guidance. Apart from my supervisor, I owe a
debt of gratitude to all of the academic members of the Department of Management Studies for
pioneering in providing sound advice, support, and collaboration in order to produce the best
possible project report. All of the luminaries who have helped and assisted me in awarding my
work deserve my heartfelt gratitude. I would not be where I am today without such active guiding,
aid, and help. Spiritually, financially, and ethically, I'm in good shape.
Finally, I want to express my gratitude to all of my friends and everyone else who has been
involved in my project report work, whether directly or indirectly.

Jagdish Singh Koshyari

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 TABLE OF CONTENTS

[Link]. Chapter No. Particulars Page No.

1. a. Declaration (i)

2. b. Acknowledgement (ii)

4. Chapter 1 INTRODUCTION 5-18

5. Chapter 2 REVIEW OF LITERATURE 19-24

6. Chapter 3 RESEARCH METHODOLOGY 25-27

7. Chapter 4 FINDINGS AND ANALYSIS OF DATA 28-55

8. Chapter 5 CONCLUSION, LIMITATIONS AND 56-60

RECOMMENDATIONS

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CHAPTER 1

INTRODUCTION

1.1 Concept of Sensory Branding in marketing,

1.2 Human senses to consider.
1.3 The significance of sensory characteristics in the context of a brand name

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1.1 Concept of Sensory Branding

In the long run, brand building will shift from a two-sensory to a multisensory strategy. Companies
that specialise in sensory stimuli to create compelling brands are becoming more common these
days. Companies have shifted from traditional (two-dimensional) branding to sensory branding,
often known as 5d branding. They're those that specialise in all of the human senses in order to
satisfy a multifaceted need from the branding. They're those that specialise in all of the human
senses in order to satisfy a multifaceted need from customers (, 2005). Brands build strong
memories and concepts in the minds of consumers by appealing to their five senses. Consumers
and brands form stronger ties as a result of sensory branding. To build a great brand, businesses
must consider the internal process. Customer purchasing habits The various senses of the body
are linked to the majority of the interior processes in human psychology: sight, smell, touch,
sound, and taste. The fundamental goal of sensory branding is to establish an emotional connection
between a customer and a brand through the use of the five human senses: sight, sound, smell,
taste, and touch during the purchasing process., 2005. In other words, sensory branding is the
process of promoting a product through the use of several senses (sound, sight, taste, touch and
smell). To communicate a brand's identity, it's critical to focus on vision and sound. However,
integrating the opposite senses to create an emotional ambiance is also necessary in order to
provide a memorable brand experience. patron. Sensations, emotions, perceptions, and
behavioural responses represented by senses are frequently thought of as brand experiences (2008
Djokovic, 2008). Sensory branding allows for different points of recollection to be etched in the
minds of customers. The more customers participate in the vision, the easier it will be for them to
recall the brand. It also has an impact on the consumer. Loyalty and satisfaction allows the brand
to offer products at a high profit margin and gain a significant competitive edge. The following is
a visual representation of sensory branding:

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 Figure 1.1

1.2 Scientific explanation of using human senses in marketing

Sight

Vision is the most powerful sense among the others since the brain-eye collaboration is thought
to be superior to any machine ever devised (2003,winter & winter). The brain-eye link is really
quick. A visual object takes 45 milliseconds for people to detect. Sight appears to be the most
significant sense, as it accounts for 80% of all information received by humans. This sense collects
those and transmits them. Colors are simply distributions of different wavelengths that are
processed by our individual visual system, and vision is all about light (2006Wolfe). Because of
the complexity of the process, visual perception is difficult to study. A model can be drawn and
discussed succinctly to comprehend visual processing. Branding through the senses Branded
Sound tone Taste: The flavour of the brand Smell: The aroma of the brand Texture of the brand
Sight: A brand's appearance Consumer perceptions of sensory branding

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 Figure 1.2

The model depicts the various vision process options. Seven distinct visual objects have been
identified, each implying a particular reaction or type of procedure. Three constructions are
followed depending on the property sought: attention, images, and brain activation. The extent of
visual information awareness and, as a result, the precise concentration on a side of visual
information are combined in attention. The mechanism by which a person visualises information
inside the omet of a visual input is known as imagery. Finally, direct activation refers to brain
activity triggered by visual and other sensory stimuli (Raghubir P., 2010). Depending on the
situation, the influence of visual signals is interpreted differently (market emotions, point of
consumer, position in market, amount of information, etc) as well as individuals
(gender,culture,belief,norms etc). All of the previously mentioned elements have an impact on the

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type of information processing. There are five different types of processes that are frequently
mentioned: A. Krishna (2010) (2010, A. Krishna) (2010, A. Krishna) (2010, A. Krishna)

✓ Pre-conscious: Because consumers are unaware of the presence of stimuli, subliminal

persuasion takes place, and the judgement is internalised in a positive manner. Customer
perceptions of sensory branding
✓ Unconscious: Consumers are aware of the presence of judgement, but they are
oblivious of its impact.
✓ Heuristic: consumers rely on “easy-to-use” cues to make decisions since they lack the
drive or cognitive resources to look at visual information thoroughly. = Systematic:
consumers have a high level of incentive, opportunity, and skill to develop judgments
based on the visual data presented.
✓ Hardwired: the results of processing are fascinated with noticing the stimuli. The main
distinction between the hardwired model and the other four is that the first is
programmable. People have the ability to control their emotions and senses on their own.
own discretion. Consumer judges will be called to account for the type of processing.

Judgment can be divided into five types:

✓ Perception: people's perceptions of vision are skewed as a result of their twisted vision.
The size-weight illusion, for example, demonstrated that “a more voluminous item of the
same weight appears to be smaller.”
✓ Sensation: the sensation differs from one person to the next depending on how they
receive information. People love to taste what they expect to taste, and their senses are
warped as much as possible.

Visual cues influence judgement, sentiments, and mood through influencing

how things are seen by consumers and how they absorb inputs.

✓ Judgment and cognition: the visual positioning can have a significant impact on
judgement. Indeed, things near the centre of the page are more popular than those on the
edges (Raghu Bir & Valenzuela). This will be an unintentional reaction as a result of a
carefully chosen visual analysis method. This last flavour alludes to savoury or
deliciousness. Krishna and Elder (Krishna & Elder, 2010).

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Behaviour: The impact of visual cues on behaviour in terms of time (buy duration), consistency
of choice (brand switching, variety seeking vs. loyalty), and word of mouth is yet unknown. The
complexity of the visual process demonstrates that appealing to sight is dangerous, as consumer
reactions and judgments appear to be unpredictable. To avoid committing a mistake companies
should use sight within the proper way in step with their image and goal.

SMELL

Smell is the sense that has the greatest emotional impact. Smell travels to the brain's anatomical
structure, the portion of the brain that evaluates emotions, which is the most ancient and
rudimentary component of the brain. Smell processing is slower than eyesight. Detecting an odour
takes ten times longer than detecting a visual object. However, once you've spotted and recognised
a pattern, you can use it to your advantage. The aroma is undeniably powerful and long-lasting,
and it may remain recognised even after a long period has passed. Aside from that, scent signals
elicit far more emotional memories than the other senses. The duration and impression of time
can both be influenced by ambient fragrance. An ambient smell is a scent found in the
surroundings that isn't necessarily associated with a particular brand. Instead, it's more of an
ambient instrument for influencing customer mood (Rieunier, 2009). Spangenberg Crowley &
Henderson discovered in 1996 that while the presence of pleasant ambient smell has no effect on
the actual time spent in a store, it did lower the sense of time elapsed. It goes from 11 minutes
when there's no aroma to 9.6 minutes when there is. The conclusion is based on the fact that
ambient fragrance can lower human cognitive processing processes, resulting in a significantly
shorter perceived time. Scent preferences are developed over time If, on the other hand, smell
evokes memories and odours are evaluated based on previous experiences, We are predisposed to
liking or disliking certain smells from birth. The sole case in point is because, depending on their
culture, everyone dislike the same odours. While Christmas smells, Christmas food, and cookies
are for the country, spices, herbs, and oil lamps are for Indians. (Lwin & Wijaya, 2010)

TASTE

The sense of taste is the experience of flavours. Taste plays a crucial role in people's lives on a
physical, social, and even emotional level. When people think of flavour, the first image that
comes to mind is of a mouth. Taste buds are the organs that detect and identify the foods we ingest.
On the tongue, there are several taste receptors. These Buds cover the whole tongue surface and
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each taste cell contains 50 to 100 taste cells (2010 Krishna & Elder). Food's chemical properties
are detected by those cells and relayed to the brain. Sweet, sour, bitter, and salty are the four
flavours that humans can differentiate.

A Japanese researcher reportedly found a fifth taste called "umami." This last taste refers to
deliciousness or savory Krishna & Elder, 2010

Figure 1.3

TASTE

Taste is significantly more nuanced than whether or not the tongue is the initial taster. The brain
can determine which flavour it is by combining the temperature quality and numerous signals
perceived by other receptors. In fact, all of the flavours that humans perceive are linked to
opposing senses such as vision, audition, smell, and touch. To boost the taste sense, the opposite
senses will play a similar effect.

Touch

The skin is the greatest organ of the human senses. Touch has the potential to be a strong
instrument for nonverbally transmitting human thoughts and feelings. Touch has the unique ability
to convey a large amount of sensory information at the same time, as opposed to vision or other
senses. Coetaneous sensors are sensitive and have a lot of information to give. The course of action
The exploratory procedure is the process of appraising a cloth by stroking it to obtain haptic
information (Klatzky & Lederman, 1987). The smooth, fluffy, or silky texture of a fabric is
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frequently used to appraise it. Humans can capture information and discover the concept of how
the world works through the occurrence of haptics sensation, which suggests active seeking and
sensing by the hand. environment appears to be (Peck, 2010). Touch sensing can also be used in
different ways. For example, determining the hardness of human apply pressure, estimating the
temperature they contact with an outsized skin surface while remaining steady, guessing the
burden they're hefting the product repeatedly, and so on. The ability to perceive shapes Depending
on whether or not you can see. People will decide quickly and accurately if they can touch and
see. When evaluating the shape of fabric, touch works well with vision (Klatzky & Lederman,
1987)

Sound

There is always something to listen to in life. Every day, people are exposed to a large number of
sounds. Because sound activates the emotional rather than the rational parts of the brain, it is an
effective method for communicating with consumers' unconscious desires. Sounds assist in the
creation of mood by evoking sentiments and emotions. It's a spur-of-the-moment decision that
affects a large number of people. Effect on recall and emotions that is not cognitively mediated
(Gobé, p.71, 2001) Additional noises associated with a product or service might be used by
businesses. Additional sounds are divided into two subcategories: auxiliary sounds and ambient
sounds. Ancillary noises are those that are directly linked to the object. Sound is a component that
can be used to create a variety of effects. describes a lot of the features and capabilities of a few
products (2010,Yorkston). People believe that an object's sound will convey information about its
qualities. Humans have excellent hearing abilities, allowing them to predict and distinguish
characteristics of sound sources such as form, substance, and hollowness (2003 Rocchesso ). On
the other hand on the other hand Ambient sounds don't appear to be linked to specific products or
services, but rather to the retail environment as a whole. Ambient sounds are based on three
musical dimensions: tempo, kind, and volume. The goals of using ambience sounds, according to
Rieunier, are emotive, cognitive, and behavioural. Affective goals include involving the
participants. On an emotional level, patrons will experience feelings of satisfaction and pleasure.
The cognitive goal is to direct attention on a specific event or product by generating a suitable
ambiance and employing music to draw attention to it. Finally, the behavioural goal is to change
consumer behaviour during a procurement (2009,Rieunier). It's possible that music is Music is a
potent instrument for eliciting emotions since endorphins are created when people pay attention
to it, resulting in pleasurable feelings (Gobé, 2001). The music in a store can alter a customer's

12
perspective of the time they spend there 2009Rieunier>. As a result, relaxing music may cause
customers to linger longer in a business while quicker music may speed up the shopping process.

1.3 Importance of sensory aspects in perspective of brand

Visual aspect

Among the other human senses, sight is the strongest. As a result, it is the most often used sensory
stimulation in marketing (Lindström, 2005). The perception of a brand is heavily influenced by
its visual appearance. Sight stimulation can improve a brand's image and, as a result, perceived
quality. Many studies have proven that people who have been exposed to a product prefer it over
something else. identical selections, even if the person has no recollection of viewing the product
(1987, Bornstein). Several aspects, such as logo, design, colour, and lighting, have an impact on
the brand through vision. Colors are significant in brand perception because they can draw
attention to the most important qualities and associations with a product or a brand. Colors come
in a variety of shades. It is particularly significant because it reflects the brand's identity, beliefs,
and positioning. Colors are commonly used to "create the tone of a brand" via logos and packaging
(2001 Gobe). It's critical to choose colours with attention. If colours are chosen right, they can be
strategically used to reinforce and express a brand's image (2001, Gobe).

Aspect of odour

“You can block your eyes, hide your ears, avoid touching, and avoid tasting, yet smell may be a
component of the air we breathe.” (Lindström, 2005) Smell is one of the most important and
sensitive senses; it is responsible for 75 percent of our emotions and has a significant impact on
human memory (Lindström, 2005). That serves a useful purpose and may even prove to be an
advantage in the future. Differentiation of brands. Indeed, fragrance is used to promote items,
generate a mood, and position a brand in a retail environment (2007, Vlahos,). Laird discovered a
link between perceived quality and the use of fragrance in 1932. (Bone & Jantrania, 1992).
Ambient fragrance, according to Kotler, has the capacity to create pleasant mood states and
product evaluations. eventually leads to increased sales income (1973, Kotler). A brand-specific
odour, on the other hand, is more likely to trigger associations with the brand and strengthen its
identification (Schmitt & Simonson, 1997). Many research have been conducted on the effect of

13
smell on mood, but just a handful have yielded meaningful results. The direct effects on consumer
mood are minor: it's caused to an overabundance of a single factor. Unpleasant odour, causing
others to get nervous or spoiling their good mood.

Aspect of taste

Taste is the most specialised of the five human senses in terms of function. It is really important
in branding. Smell and taste are inextricably related, and (Lindström, 2005) It's nearly difficult to
taste something without first smelling it. Eating and drinking are strongly linked to happy, positive
memories, which is one of the reasons why the flavour part of marketing should not be overlooked
(Gobé 2001). It brings up memories and events from the past. A brand's perception is influenced
by its taste. To create a strong brand perception, all of the following factors must be considered
It's important to include all of your senses. There are only a few brands (Lindström, 2005) that are
literally incorporating taste into their branding strategies. Taste, on the other hand, will cause the
consumer to form a stronger emotional bond. Adding flavour to a brand boosts the perceived value
for customers as well as the perceived benefits in their minds (Gobé, 2001).

Aspect of touch

Touch is an important sense in marketing that has been acknowledged for hundreds of years. Aside
from vision and hearing, touch is the most important sense for detecting and manipulating objects
(2006, Wolfe). When it comes to marketing, touching is more action-oriented than the other
senses. Through physical contact the merchandise can be identified and the brand can be
recognised by the customer. Touch increases a customer's brand experience by providing sensory
information about the brand (Gobé, 2001). People will feel something's unique consistency when
they touch it, and even if they don't see it, they will be able to recognise it afterwards simply by
remembering and recalling how it feels. Touching a product, on the other hand, could be harmful.
It's a way of assuring its quality, and it's especially vital for new brands. The weight and material
of the product, on the other hand, are key components in the sensory process. The way a product
feels affects a customer's emotions and thus their perspective (Schmitt & Simonson, 1997). As a
result, if a buyer touches a thing, they will get more linked to it and more willing to shop.
According to Gobe, if a buyer does not recognise a brand, they are more likely to explore things
by touching them (Gobé, 2001). Touching the customer during the purchasing process enhances
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the emotional bond with the brand. Touch may improve client satisfaction by incorporating it into
a company's branding strategy (Gobé, 2001). Aspect of hearing In branding, sound is a crucial
sense. When it comes to developing an emotional tie to a brand, sound can be utilised as a trigger
to elicit the right reactions. Sound is used as a traditional element in the process of brand building
(Lindström, 2005). Customers are influenced by sound when choosing a brand name. It's simple
and inexpensive to include sound dimension. for reinforcing a brand's image (Schmitt &
Simonson, 1997). Sounds may help a company stand out from the competition. A brand's distinct
tone will help it stand out from the competition (Lindström, 2005). Sounds can also aid in the
formation of a strong bond with customers. Sound as an ambiance enhancer is a powerful way to
emotionally connect clients to a business. (Schmitt & Simonson, 1997). Sound can sometimes be
used to represent brand identity. Sound will be viewed as "a tool for building brand identity"
(Gobé, 2001).

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CHAPTER 2

REVIEW OF LITERATURE

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Kotler (1973-74) introduced the term ‘atmospherics’ as a way of relating to a commercial
environment and its physical factors, distinguishing between the aural, olfactory, tactile and visual
dimensions of a store. In his definition of an atmosphere, the human senses play a major role and
store atmosphere is described in sensory terms. In this regard, sound, sight, scent, taste and touch
are the major sensory channels.

Later Milliman (1982) critically reviewed the literature available and presented an empirical
study that examined the effects of background music on in-store shopping behaviour. The results
of the tests indicated that the pace of in-store traffic flow was significantly slower with the slow
tempo music than for the faster tempo music. The higher sales volumes were consistently
associated with the slower tempo musical selections while in contrast, the lower sales figures were
frequently associated with the faster tempo music.

Milliman (1986) presented an empirical study that examined the effect of background music on
the behaviour of restaurant customers. The empirical study presented in this paper is based upon
the theoretical model presented by Mehrabian and Russell and further developed by Russell and
Pratt. From the results it was evident that the slower, perhaps more soothing background music
created a more relaxing environment for the customers.

Spangenberg, Crowley & Henderson (1996) reviewed theoretically relevant work from
environmental psychology and olfaction research and conducted a study examining the effects of
ambient scent in a simulated retail environment. In the study, the authors found a difference
between evaluations of and behaviours in a scented store environment and those in an unscented
store environment. They found that although the presence or absence of a scent consistently
affected evaluations and behaviours, the nature of the scent itself appeared to be less important.

Turley and Milliman (2000) indicated that atmospheric variables influence a wide variety of
consumer evaluations and behaviours. They focused on the research conducted over the years on
the effects of facility-based environmental cues, or ‘atmospherics’, on buyer behaviour.

Chebat and Michon (2003) five sensory stimuli in the environment of the store have positive
effect on shopping intention, time spent in the environment, mood, satisfaction, spent money,
product involvement, enjoyment and arousal. Conducted a study in a shopping mall to test the
effect of ambient scent and concluded that the odour directly affects the impression of buyers and
has a considerable influence on consumers’ behaviours. Also, smell and odour significantly
impact on perceptions of product quality and environment.

Lindstrom (2005) showed the role senses play in selecting brands. Results revealed that 99
percent of all brand communication currently focuses on only two of the senses – sight and sound.
Many companies have to date been totally unaware of their major sensory touch-point advantages,
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the special tactile feeling of the product, the characteristic smell or the interesting taste. If a
company understands how important the senses are in establishing an emotional connection, they
may very well find the component that will catapult their brand ahead of the pack of competitors.

Peck and Childers (2006) examined the influence of touch on impulse-purchasing behaviour.
The authors investigated the link between impulse purchasing and both an environmental
encouragement to touch and an individual preference for autotelic touch. Overall, individuals
higher in autotelic NFT purchased more impulsively than their lower autotelic NFT counterparts.
In addition, for both higher and lower autotelic individuals, the environmental salience of touch
information induced by the “feel-the-freshness” point-of-purchase sign increased impulse
purchasing behaviour.

Vida (2008) stated that on consumer irritation hearing, determined that the perception of music
has positive results in the consumer experience and after the evaluation of store, the goods seems
desirable and finally much more time and money is spent in the store. The findings confirmed that
the right music can affect the behaviour of buyers. Krishna,

Elder & Caldara (2010) stated that in their research examined the effect of presence of smell on
haptic (touch) perceptions resulting in sensory experience and aesthetic pleasure. Two separate
studies were conducted for this purpose. In study 1, the authors explored the interaction of smell
and touch within the domain of texture. In study 2, the semantic aspect of smell–touch they
considered was temperature (hot–cold) and also they explored its effect on perceived
effectiveness. It was found that multisensory semantic congruence will moderate the impact of
smell on haptic perceptions, with congruence leading to more positive evaluations than
incongruence.

Krishna (2012) presented an overview of research on sensory perception. In a way, sensory

marketing is an application of the understanding of sensation and perception to the field of
marketing -to consumer perception, cognition, emotion, learning, preference, choice, or
evaluation. This review is structured around this conceptual framework. The author explains the
effect that each sense -touch, smell, sound, vision and taste have on the perception of consumers
and further their decision making.

Sliburyte and Skeryte (2014) stated that through empirical research revealed that colour
perception only partially depends on demographic factors. The main purpose of the research was
to investigate the colour perception in marketing decisions. The results of the empirical research
showed that the consumers’ colour perception in marketing decisions may affect their buying
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decisions, thus it is considered that it is meaningful and even necessary to differentiate the product,
to increase the competitive advantage, to strengthen loyalty, and to increase sales in order to form
the distinctiveness of the trademark.
Fischer (2015) suggested that products that appeal to consumers’ authentic self are old or vintage
and retro clothing that serves a unique style statement and juxtaposition to mass produced
garments

Neerman (2017) stated that H&M has a new brand “Nyden,” capitalizing the concept of co-
creation. This brand’s business model uses input from netocrats, technologically savvy influencers
who share their experiences and lifestyles with others, in the production of a design.

Megget (2018) found that Diesel has a unique campaign, #GoWithTheFlaw that uses irony. It sells its own
knock off, heavily discounted limited edition, real Diesel jeans in a pop-up store in New York’s Chinatown
where counterfeit products are sold

Roperetal (2019) showed that sense-related items focus on visual elements of fashion brands.
Thus, to date, no adequate holistic measurement model for multisensory marketing exists, and
there has been a strong call for a shift toward a more holistic perspective

Brakusetal (2020) suggested that due to the overly abstract or restricted nature of extant scales,
little is currently known about how to design sensory brand experiences that lead to high and
sustainable brand strength and which provide customers with a high perceived value.

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CHAPTER 3

RESEARCH METHODOLOGY

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3.1 RESEARCH METHOLODY

This chapter describes the methodology which will be undertaken to conduct the study. Details
regarding Research design, Source of data collection, Sampling is presented in this chapter.
The purpose of the study is to analyze the academic stress. The study will be conducted among
every sector of society.

3.2 RESEARCH DESIGN

In this studies, descriptive studies layout is used. Descriptive studies layout allows to outline
the traits of the respondents, behavior comparisons. It affords path to the number one facts. By
the usage of descriptive studies layout, facts series might be brief and might be cheaper too.

3.3 MATERIAL AND METHODS

This research adopted a quantitative research method . Data were collected through a survey .
Questionnaire was developed incorporating the Likert Scale and Nominal Scale. The responses
to the questionnaire were based on 5 point Likert scale with option of Strongly agree, agree ,
neither agree and disagree , disagree and strongly disagree. Academic stress scale was used .
strongly agree with the higher degree of acceptance and strongly disagree with lower degree of
acceptance.

3.4 SOURCE OF DATA COLLECTION

This research is based on both primary data as well as secondary data.

Primary data is collected directly from the people. It is collected through self- administrated
questionnaire (which was filled by people of different age-groups). Google form was used to
design the questionnaire which was distributed through emails and whatsapp Both closed and
open-ended questionnaires will be administered. The respondents were be requested to tick an
appropriate answer matching their desired opinions. Other questions can even require the
respondents to define their opinions. Likert scale and Nominal scale were used in the
Questionnaire. Questionnaire circulated among 159 people.

21
Secondary data means the data that is already available. It saves both the money and time
the researcher. Secondary data is collected through various research paper and Journals. Journals
are International Journal of Advanced Research in Education and Technology, Journal of
Psychology and Behavioral Sciences, Journal of Marketing Research, Journal of Consumer
Research, Journal of Marketing and Journal of Retailing.

3.5 SAMPLING

Type of Sampling: Random Sampling

Sample Area : Haryana region Size 159

Sample unit: People in and around Faridabad

3.6 PARTICIPANTS

The study took place mainly at Faridabad. The people from different occupations were the
participants of this study. A total of 159 people participated in this survey. 50% of the people
were males and rest 50% of the females. 75.2% of the people were from urban area and 24.8% of
the people were from rural area.

3.7 ANALYSIS

Weighted average, Percentage is used for primary data analyzes according to the need of
research requirement by using suitable analytical software.

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CHAPTER 4

FINDINGS AND ANALYSIS OF

DATA

23
 Table no. 4 Reliability Statistics

Cronbach's Alpha N of Items

.899 14

The value of Cronbach’s alpha was .899 suggesting good reliability of scale.

24
 Table 4.1 GENDER
Frequency Percent Valid Percent Cumulative Percent

Male 92 60.1 60.1 60.1

Female 60 39.2 39.2 99.3

Others 1 .7 .7 100.0

Total 153 100.0 100.0

Fig no 4.1

25
Interpretation: The data was taken from males, females and others. 92 people were male
that is 60.1% of the total people, 60 were females that is 39.2% of the total people and 1 didn’t
prefer to say that is 0.7% of the total employees.

Table No. 4.2 Age

Valid Cumulative
Frequency Percent Percent Percent

Valid 10-20 4 2.6 2.6 2.6

20-30 88 57.5 57.5 60.1

30-40 46 30.1 30.1 90.2

40 above 15 9.8 9.8 100.0

Total 153 100.0 100.0

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 Table No 4.3 EDUCATIONAL QUALIFICATION

Valid Cumulative
Frequency Percent Percent Percent

Valid Graduation 70 45.8 45.8 45.8

Post-
54 35.3 35.3 81.0
graduation

Diploma 8 5.2 5.2 86.3

Others 21 13.7 13.7 100.0

Total 153 100.0 100.0

Fig no 4.2

INTERPRETATION: The data was taken from different age groups people. 85
employees were between 10 to 20 years old (2.6% of people), 88 people were of 20-30 age
group (57.5% of people).

27
 Fig no 4.3

INTERPRETATION: it is noticed that the maximum number of people who have attended
the survey are the people who are doing graduation with the maximum 45.8%

28
 Table 4.4 OCCUPATION

Frequenc Valid Cumulative

y Percent Percent Percent

Valid Student 33 21.6 21.6 21.6

Service 6 3.9 3.9 25.5

Business 88 57.5 57.5 83.0

Others 26 17.0 17.0 100.0

Total 153 100.0 100.0

Fig no 4.4
INTERPRETATION: the maximum number of person who have attended the survey
according to occupation are of business is 57.5%.

29
 Table no 4.5 Seeing the product of a brand online is stimulating

Valid Cumulative
Frequency Percent Percent Percent

Valid Strongly
3 2.0 2.0 2.0
disagree

Disagree 18 11.8 11.8 13.7

Neutral 69 45.1 45.1 58.8

Agree 44 28.8 28.8 87.6

Strongly agree 19 12.4 12.4 100.0

Total 153 100.0 100.0

Fig no 4.5

INTERPRETATION: the highest number of person who believe that seeing the product
of a brand online is stimulating with highest with neutral of having frequency 69 and with 45%

30
 Table no 4.6 Seeing the product of a brand online is interesting

Valid Cumulative
Frequency Percent Percent Percent

Valid Strongly
6 3.9 3.9 3.9
disagree

Disagree 18 11.8 11.8 15.7

Neutral 69 45.1 45.1 60.8

Agree 37 24.2 24.2 85.0

Strongly agree 23 15.0 15.0 100.0

Total 153 100.0 100.0

Fig no 4.6

INTERPRETATION: Seeing the product of a brand online is interesting with the highest
is with neutral having frequency of 69 and 45.1%

31
 Table no 4.7 Seeing the product of a brand online is bright

Valid Cumulative
Frequency Percent Percent Percent

Valid Strongly
3 2.0 2.0 2.0
disagree

Disagree 12 7.8 7.8 9.8

Neutral 66 43.1 43.1 52.9

Agree 45 29.4 29.4 82.4

Strongly agree 27 17.6 17.6 100.0

Total 153 100.0 100.0

Fig no 4.7
INTERPRETATION: while seeing the product of a brand online in the survey it was
noticed that neutral having highest frequency of 66 and 43.1%

32
 Table no 4.8 If I can’t touch then I am reluctant before
purchasing the product
Frequenc Valid Cumulative
y Percent Percent Percent

Valid Strongly
4 2.6 2.6 2.6
disagree

Disagree 14 9.2 9.2 11.8

Neutral 72 47.1 47.1 58.8

Agree 35 22.9 22.9 81.7

Strongly agree 28 18.3 18.3 100.0

Total 153 100.0 100.0

Fig no 4.8
INTERPRETATION: If I can’t touch then I am reluctant before purchasing the product
it was noticed that the higher frequency is with neutral with the 72 and 47.1%

33
Table no 4.9 After physically examining a product, I feel more comfortable in
making the purchase
Cumulative
Frequency Percent Valid Percent Percent

Valid Strongly disagree 2 1.3 1.3 1.3

Disagree 17 11.1 11.1 12.4

Neutral 61 39.9 39.9 52.3

Agree 34 22.2 22.2 74.5

Strongly agree 39 25.5 25.5 100.0

Total 153 100.0 100.0

Fig no 4.9

INTERPRETATION: After physically examining a product, I feel more comfortable in

making the purchase in survey it was noticed that highest is with neutral with frequency of 61
with 39.

34
 Table no 4.10 ACTUALLY, TOUCHING A PRODUCT IS THE ONLY
WAY TO MAKE SURE A PRODUCT IS WORTH BUYING

Cumulative
Frequency Percent Valid Percent Percent

Valid Strongly disagree 5 3.3 3.3 3.3

Disagree 19 12.4 12.4 15.7

Neutral 62 40.5 40.5 56.2

Agree 33 21.6 21.6 77.8

Strongly agree 34 22.2 22.2 100.0

Total 153 100.0 100.0

Fig no 4.10

INTERPRETATION: Actually, touching a product is the only way to make sure a product
is worth buying it was noticed in the survey with highest with the Neutral having frequency of
62 and 40.5%

35
 Table no 4.11 The background music playing on the website is
important to me
Valid Cumulative
Frequency Percent Percent Percent

Valid Strongly
3 2.0 2.0 2.0
disagree

Disagree 16 10.5 10.5 12.4

Neutral 58 37.9 37.9 50.3

Agree 42 27.5 27.5 77.8

Strongly agree 34 22.2 22.2 100.0

Total 153 100.0 100.0

Fig no 4.11

INTERPRETATION: The background music playing on the website is important to me

according to survey it was noticed with the highest of 58 frequency with 37.9%

36
 Table no 4.12 The music on the website needs to reflect the
brand’s signature
Valid Cumulative
Frequency Percent Percent Percent

Valid Strongly
8 5.2 5.2 5.2
disagree

Disagree 16 10.5 10.5 15.7

Neutral 62 40.5 40.5 56.2

Agree 35 22.9 22.9 79.1

Strongly agree 32 20.9 20.9 100.0

Total 153 100.0 100.0

Fig no 4.12
INTERPRETATION: The music on the website needs to reflect the brand’s signature
according to survey the highest is with neutral having frequency of 62 with 40.5%

37
 Table no 4.13 Music that is pleasant will make me browse the
website for long period
Valid Cumulative
Frequency Percent Percent Percent

Valid Strongly
4 2.6 2.6 2.6
disagree

Disagree 19 12.4 12.4 15.0

Neutral 61 39.9 39.9 54.9

Agree 35 22.9 22.9 77.8

Strongly agree 34 22.2 22.2 100.0

Total 153 100.0 100.0

Fig no 4.13

INTERPRETATION: Music that is pleasant will make me browse the website for long period
according to survey the highest is with the neutral having frequency of 61 with 39.9%

38
 Table no 4.14 I would buy product from a site where sensory
branding is appealing
Valid Cumulative
Frequency Percent Percent Percent

Valid Strongly
7 4.6 4.6 4.6
disagree

Disagree 9 5.9 5.9 10.5

Neutral 63 41.2 41.2 51.6

Agree 41 26.8 26.8 78.4

Strongly agree 33 21.6 21.6 100.0

Total 153 100.0 100.0

Fig no 4.14

INTERPRETATION: I would buy product from a site where sensory branding is

appealing according to survey neutral with the highest frequency with neutral having 63 with
41.2%

39
 Table no 4.15 I recommend others to buy product from a site
where sensory cues are engaging
Valid Cumulative
Frequency Percent Percent Percent

Valid Strongly
4 2.6 2.6 2.6
disagree

Disagree 19 12.4 12.4 15.0

Neutral 60 39.2 39.2 54.2

Agree 43 28.1 28.1 82.4

Strongly agree 27 17.6 17.6 100.0

Total 153 100.0 100.0

Fig 4.15
INTERPRETTION: I recommend others to buy product from a site where sensory cues
are engaging according to survey it was noticed highest with the neutral of 60 frequency with
39.2%

40
 Table no 4.16 In future I would return to a website where sensory
branding is appealing
Valid Cumulative
Frequency Percent Percent Percent

Valid Strongly
3 2.0 2.0 2.0
disagree

Disagree 13 8.5 8.5 10.5

Neutral 62 40.5 40.5 51.0

Agree 38 24.8 24.8 75.8

Strongly agree 37 24.2 24.2 100.0

Total 153 100.0 100.0

Fig no 4.16

INTERPRETATION: In future I would return to a website where sensory branding is

appealing according survey with highest of neutral of 62 with 40.5%

41
 Table no 4.17 I am likely to pay a little more for products on a
website that is more appealing and engaging
Valid Cumulative
Frequency Percent Percent Percent

Valid Strongly
3 2.0 2.0 2.0
disagree

Disagree 12 7.8 7.8 9.8

Neutral 63 41.2 41.2 51.0

Agree 41 26.8 26.8 77.8

Strongly agree 34 22.2 22.2 100.0

Total 153 100.0 100.0

Fig no 4.17

INTERPRETATION: I am likely to pay a little more for products on a website that is

more appealing and engaging according to survey it was noticed that with highest of neutral
having frequency of 63 with 41.2%

42
 Table no 4.18 I would spend more time searching products on a
website that is more pleasant
Valid Cumulative
Frequency Percent Percent Percent

Valid Strongly
3 2.0 2.0 2.0
disagree

Disagree 16 10.5 10.5 12.4

Neutral 66 43.1 43.1 55.6

Agree 28 18.3 18.3 73.9

Strongly agree 40 26.1 26.1 100.0

Total 153 100.0 100.0

Fig no 4.18

INTERPRETATION: I would spend more time searching products on a website that is

more pleasant according to survey it was noticed with highest of with neutral 66 with 43.1%

43
CHAPTER 5
CONCLUSION, LIMITATIONS AND
RECOMMENDATIONS

44
 CONCLUSION

Due to intensifying competition in globalizing markets with increased product and service
diversity on one hand and rapidly advancing technology on the other, it becomes increasingly
more challenging for the business to influence and attract consumers who are able to reach
more information faster, and traditional marketing methods prove to be insufficient to influence
the purchasing decisions of the consumers. On the other hand, the studies reveal that
influencing the purchasing decisions of the consumers is possible by means of influencing the
consumer perceptions. Consumer perceptions begin with external physical stimulants,
expectations, experiences and personal stimulants consisting of motives. Sensory marketing
idea starts with consumer perceptions obliged marketing professionals to influence purchasing
behaviors by using physical stimulants. As a matter of fact, personal stimulants are about the
individual but physical stimulants of our surroundings are items which can be arranged by
marketing professionals. Actually, physical stimulants can be felt by consumers through senses
and there might be an influence on perception process, purchasing decisions of consumers
provided that the senses can be stimulated. This study tries to measure existence and impact of
sensory marketing which is one of marketing practices that focuses on five senses in order to
influence feelings and behaviors of consumers.

45
RECOMMENDATIONS:

Different and more relevant approaches to engage the consumer must be identified by the
organisations. Consumer preference is required, and if there is a significant degree of
absenteeism, the market for the brand will be unable to provide much output, further reducing
the brand's wealth.
The market atmosphere must be as if they are familiar with the product. This allows every
customer to contribute and makes them feel valued for purchasing a specific product It will
allow people to express their difficulties, which will aid in the identification of remedies after
discussion.

LIMITATIONS OF THE STUDY:

❖ The study considered only two aspects that is sensory branding and consumer
behaviour.
❖ The sample size was confined to one hundred fifty which might have left with a
vague idea about the study of a particular topic.
❖ The accuracy of data may create a constraint in the research study as there will not
be one to one communication with the respondents and the questionnaire was filled
in the Google form.

46
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48
 QUESTIONARE ON SENSORY BRANDING IN DIGITAL ERA

Demographic Profile

Name____________________________
Gender: Male/Female
Age _______
Educational Qualification Diploma Graduate
Post Graduate Others
Occupation Student Service

Business Others

1. WHAT DO YOU FEEL BY SEEING THE BRAND ON SCREEN

• ANNOYING
• ENERGETIC
• EXCITEMENT
• NORMAL

2. RATE THE GRAPHICS ON THE RATE OF 10

• 3
• 6
• 8
• 10

3. RATE THE LABEL OF THE BRAND

• 3
• 6
• 8
• 10

4. Rate the zooming angle of the product

• 3
• 6
• 8
• 10

5. Rate the visibility

49
 • 3
• 6
• 8
• 10

6. PRODUCT REVIEW ARE HELPFUL

• EXCELLENT
• AVERAGE
• BELOW AVERAGE
• POOR

7. THE PRODUCT IS SAME IN THE PHYSICAL AS YOU BUY ON DIGITAL

PLATFORM

• EXCELLENT
• AVERAGE
• BELOW AVERAGE
• POOR

8. DO YOU FEEL UNBIASED

• YES
• NO
Sensory Branding

Statements SD D N A SA

Seeing the product of a brand online is stimulating

Seeing the product of a brand online is interesting

Seeing the product of a brand online is bright

If I can’t touch then I am reluctant before purchasing the product

After physically examining a product, I feel more comfortable in

making the purchase

Actually, touching a product is the only way to make sure a

product is worth buying

The background music playing on the website is important to me

The music on the website needs to reflect the brand’s signature

Music that is pleasant will make me browse the website for long
period

50
Consumer Behaviour

Statements SD D N A SA

I would buy product from a site where sensory branding is

appealing

I recommend others to buy product from a site where sensory cues

are engaging

In future I would return to a website where sensory branding is

appealing

I am likely to pay a little more for products on a website that is

more appealing and engaging

I would spend more time searching products on a website that is

more pleasant

51