1. How do our senses affect which products we like and which one we do not like?

Answer: Sensory marketing is a technique that aims to seduce the consumer by using his senses to
influence his feelings and behavior. There are five sensory aspects such as, smell, sound, touch,
taste, and look. Companies should use the senses to define product experiences and brand identities
that consumers will care about and remember. Using these five senses a company can build a
positive brand impression. Let’s see how our senses influence consumer perception of a particular
brand.

Taste: The sensation of taste like all sensations resides in the brain and human detect taste with taste
receptor cells. Studies show that there is a direct connection between perceived food quality and
customers intentions on becoming regular. For example, Potato chips. When someone bite a potato
chip, then he/she can hear the sound of the chip which will give him an impression of crisp and fresh.
Actually, the sound of the chip affects his taste perception.

Sound: Another sensory signature is sound. Music lovers are conscious that sound can be incredibly
powerful in creating emotional connections and triggering memories. The ping of Intel, jingle of
blackberry etc. The companies are trying to make a strong relationship between their customers and
brand through its sound identity. Such as, 2014 M5 model, BMW car which was built to enhance a
perception of a sporty car.

Touch: The other sensory aspect is touch. While customers touch the product then they felt more
attached to the product. For instance, iPod Touch which was built with the sense of touch by showing
hand gestures and haptic interactions with the product. Many people do not like online shopping is
because they cannot touch the product. Psychology research has shown that after consumers have felt a
product, they experience a small sense of ownership.

Look: Furthermore, Look is also a feature of sensory marketing. The first and foremost is sight when it
comes to recognizing a brand so it rules over the others and it is the most seductive sense of all. Sight is
the most relied upon and significant sense for most humans and often drives a first impress Such as,
Tiffany blue and Christian Louboutin Chinese red shoe sole.

Smell: The last but not least sensory aspect is smell. Studies on olfactory show that smell can be used as
an asset to change consumer’s mood, by making them feel more comfortable and relaxed. On an
average a human being can remember more than 10000 scents and the sensitivity of a scent
experienced in the past is enough to associate with earlier memories. Sense can add to sensory
experiences that create long lasting memory pictures in the customer’s intellect and create an image of
a brand.

2. How can products be made more sensorially engaging?

Answer: There are various ways to consider to make product more sensorially engaging. These are;
1. Sensory Signatures: Attention, Recognition, Attachment and emotional response: One of the
most significant features of vision is color. Color can create an impression of luxury,
sophistication and love. Such as, Christian Louboutin Chinese red shoe sole, blue color of
tiffany’s box etc. Not only color but sound of BMW car brings about attention, recognition,
attachment and emotional responses.

2. Enhancing memory for the product: Studies show that there is a connection between smell and
memory of the product. According to marketing concept, scent enhance memory for associated
information. Such as, pine scented branded pencils was more remembered by people compared
with unscented pencils. Furthermore, according to research of lwin, Morrin and Krishna showed
that smell helps both to encode information into memory and to retrieve it from memory.

3. Increasing perceived efficiency of the product: Sometimes product efficiency can be increased
through changing product characteristics. Such as, Listerine mouthwash, BMW vacuum cleaners
etc.

4. Increasing mental interaction with the product and purchase intention: While people use touch
device, they started to interact with the product. The mental interaction is related with the
product being purchased by touching its image only. For example, ipad touch-ordering system in
airport restaurants.

5. Changing the perception itself: Research shows that communication about the senses can
change the sensory involvement itself. For instance, taste of a gum became better after listed
participants thoughts about the gum.

6. Increasing feeling of ownership of the product: while touching a product sometimes create a
sense of ownership about that particular product. This is called an endowment effect. Marketers
nowadays try to improve this feeling of ownership also in online environment through providing
haptic image.

7. Compliance: Sensory marketing is now started to work with increasing compliance with request
made to public. For instance, If the sensory interiors of a washroom changed then it will feel like
someone own toilet rather than a guest washroom. Simultaneously, music has also been played
a role to change behavior. Such as, loud music prohibits older people from Abercrombie & Fitch
stores.

3. What are some examples of sensory marketing?

Answer: sensory marketing is all about- designing products and packaging with subconscious
cues that tell a customer what the product stands for and provide a desired consumer
experience. Sensory marketing concept is used by all ranges of companies (food, automobile,
 electronics) in a very innovative way. Sensory marketing concept has its both dark side and
bright side. Analyzing both sides, SWOT analysis is given below:

Strength:
4. What should manager consider when devising their sensory marketing strategies for their
product/ service offers?

Answer: Marketing managers should use visual, music, scent, touch and taste that is in line
with the brand value and message that resonates with the target demographic’s
preferences in order to create the highest emotional spike among the target customers. At
first, managers need to identify the sensory appeal of the product or service and then use
the appeal in a systematic way so that it can take the highest priority to the consumers
mind. I will now mention SWOT analysis of Singapore Airlines as an example to illustrate my
above points:

Strength:
One of the significant reasons for the success of sensory branding of Singapore
Airlines is that they developed an unforgettable fragrance. Passengers who travel
frequently learned what was the smell of the airline and unconsciously associated
with the smell for the rest of the experience with Singapore Airlines. Customers
describe it as a feeling of Asian that bring luxurious memories to them.

Weakness: Singapore Airlines uses its aroma as a sensory signature. On the

other hand, branding with specific aroma increase the cost of that company. This
increase level of cost only affordable by elder people who have substantial
income of money but not those millennials who have limited amount of money.
This means the company is not a targeting all segment of people in a same way.
That is why, it is the weakness for the company.

Opportunity: Singapore Airlines use sensory marketing through its fragrance and
color but its aroma helps to reach it in the highest peak. This particular sensory
signature gives this company a high rate of return. This rate of return opens up
lots of opportunity for them. They can now able to experiment with other
sensory signatures (taste, touch, sound) for more better services and creates
well opportunities for the company.

Threat: Singapore airlines is a well-known company for using sensory marketing

effectively. It builds a strong branding using its fragrance. Simultaneously, this
will lead to high cost for the passengers. This will also intensify competition
among other airlines companies. Now, if any other airlines company will able to
give the same quality of service at a low cost then it will jeopardize the position
of Singapore Airlines. Then it turns to be a threat for the company.

Threat: The smell and hearing are the two senses used by Nature & Decouvertes
SA company. On the other hand, olfactory and gustatory senses are remains
 under unused. So, if any other company will able to use these two senses
properly then it will become a threat for the company.

Weakness: If a company fails to develop mental interaction with the product then strength
turned into weakness. Such as, spoon on the left-hand yogurt build more mental interaction
between handedness and product orientation compared to spoon on the right-hand yogurt.
In the same way, ipad-touch ordering creates more interaction with the product in online
environment.
A business has to get it the substance and the inherent esteem of the item or benefit it
is advancing and get it which sense will offer assistance pass on this message and build
up an interesting tangible identity, which is locks in and simple to keep in mind.
companies should reconsider product plan with implicit communication
in intellect. implicit communication through tangible viewpoints of
the product can construct dependability, diminish cost competition, and move the
firm's center from cost cuts to product plan and change.

Neuroscience and Sensory Marketing: neuroscience and neuro-imaging techniques help to

sensory marketing techniques more effectively. For instance, fMRI filters offer
assistance neuro-marketers discover out how buyers respond intuitively to promoting,
brands and items by uncovering the degree of emotional engagement, consideration and
memory of a customer.

Conclusion: Hence, it is clear that sensory marketing now open new opportunities for organizations.
However, companies must need to practice this concept with care. This is because sensory marketing
has a great impact on consumers perception and behavior. While using it managers should be careful so
that it cannot be overload the consumers rather it will improve the perception of consumers.