Is there a Superior Combination in Sensory Marketing? The Power of Sensory Marketing in the Apparel Industry

Sammanfattning

Background: In an increasingly saturated market, companies and clothing brands are turning towards the use of Sensory marketing. In a desire to create longer lasting impressions of their products this to enhance the brand recall and influence the consumers buying decisions. Purpose: The goal of this thesis is to investigate which combination of sensory stimuli (e.g. vision, sound, smell, taste and touch) affects the brand recall, brand recognition and purchase intention for consumers to the highest degree. Method: A quantitative study was made consisting of 128 participants. The online survey's objective is to test the respondents perception of sensory marketing. This through different scenarios where they were to answer if they agreed with a statement or disagreed. Also through a 7-point likert scale if they strongly agreed or strongly disagree with a question. The responses were analyzed through SPSS and analysis like correlation was made. Findings: The result showed a high agreement for vision, touch and sound on the 7-point likert scale, in terms of brand recall and purchase intention. When we asked what the two most influential senses for purchase decisions wore, the highest frequency showed vision and touch. Conclusion: The results show that both Vision and Touch do significantly increase brand recall and purchase intention. This suggests that aligning sensory cues can in fact shape consumers' perception and purchasing behaviour.