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Keywords: sensory marketing consumer behaviour
Existing clinical tests on sensory marketing attempts concentrate on the broad affect of sensory stimuli on consumer reactions to different brands. This study narrows down the target of sensory elements to olfactory and auditory stimuli and will try to analyze the result of these stimuli on consumer emotions. Further the partnership between emotions made out of these sensory stimuli and consumer purchase decision is being established.
With increasing muddle in the advertising space as multiple brands vie for consumers' attention concurrently, taking the consumers' attention is becoming more challenging than ever before for marketers today. Marketers realize the need for an alternative solution mechanism to fully capture consumer mind talk about in order to enhance brand understanding.