A Study On Impact Of Sensory Branding On Customer Behaviour In Supermarkets, Kerala
Keywords:
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Abstract
The retail industry has undergone significant changes in recent years, with the rise of e-commerce and changing customer behaviour. In order to stay competitive, retailers must create a unique and memorable shopping experience that engages customers and encourages them to return. One way to achieve this is through sensory branding, which involves using sensory elements such as sight, sound, smell, taste, and touch to create a multisensory experience that appeals to customers (Hulten, 2011; Lindstrom, 2005).
Sensory branding has been shown to have a significant impact on customer behaviour, with research indicating that sensory experiences can influence customer emotions, attitudes, and purchasing decisions (Krishna et al., 2010; Spence & Piqueras-Fiszman, 2014). For example, a study by Krishna et al. (2010) found that the scent of a store can influence customer perceptions of product quality and value, while a study by Spence and Piqueras-Fiszman (2014) found that the texture of a product can influence customer perceptions of product quality and freshness.
References
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30. Singh, P., Katiyar, N., & Verma, G. (2017). Retail shoppability: The impact of store atmospherics & store layout on consumer buying patterns. International Journal of Scientific & Technology Research, 3(8), 15-23.
31. Soars, B. (2009). Driving sales through shoppers' sense of sound, sight, smell and touch. International Journal of Retail & Distribution Management, 37(3), 286-298.
32. Spence, C. (2019). Neuroscience-inspired design: From academic neuromarketing to commercially relevant research. Organizational Research Methods, 22(1), 275-298.
33. Spence, C., & Gallace, A. (2011). Multisensory design: Reaching out to touch the consumer. Psychology & Marketing, 28(3), 267-308.
34. Spence, C., & Piqueras-Fiszman, B. (2014). The influence of the sense of touch on the multisensory perception of food and drink. Journal of Food Science, 79(5), S1478-S1486.
35. Spence, C., & Piqueras-Fiszman, B. (2014). The perfect meal: The multisensory science of food and dining. John Wiley & Sons.
36. Spence, C., Puccinelli, N. M., Grewal, D., & Roggeveen, A. L. (2014). Store atmospherics: A multisensory perspective. Psychology & Marketing, 31(7), 472-488.
37. Turley, L. W., & Milliman, R. E. (2000). Atmospheric effects on shopping behaviour: A review of the experimental evidence. Journal of Business Research, 49(2), 193-211.
38. Ward, P., Davies, B. J., & Kooijman, D. (2007). Sensory branding: A review and future directions. Journal of Marketing Management, 22(5-6), 537-555.
39. Zhang, Y., & Kim, J. (2013). The impact of sensory experiences on consumer behaviour: A review and future directions. Journal of Consumer Research, 40(2), 247-263.
2. Baker, J., Parasuraman, A., Grewal, D., & Voss, G. B. (2002). The influence of multiple store environment cues on perceived merchandise value and patronage intentions. Journal of Marketing, 66(2), 120-141.
3. Biswas, D., Labrecque, L. I., Lehmann, D. R., & Markos, E. (2014). Making choices while smelling, tasting, and listening: The role of sensory (dis)similarity when sequentially sampling products. Journal of Marketing, 78(1), 112-126.
4. Biswas, D., Lund, K., & Szocs, C. (2019). Sounds like a healthy retail atmospheric strategy: Effects of ambient music and background noise on food sales. Journal of the Academy of Marketing Science, 47(1), 37-55.
5. Bruner, G. C. (1990). Music, mood, and marketing. Journal of Marketing, 54(4), 94-104.
6. Grewal, D., Baker, J., Levy, M., & Voss, G. B. (2003). The effects of wait expectations and store atmosphere evaluations on patronage intentions in service-intensive retail stores. Journal of Retailing, 79(4), 259-268.
7. Grewal, D., Levy, M., & Kumar, V. (2009). Customer experience management in retailing: An organizing framework. Journal of Retailing, 85(1), 1-14.
8. Herz, R. S., & Engen, T. (1996). Odor memory. In R. S. Herz & T. Engen (Eds.), Experimental methods in the study of human olfaction (pp. 155-173). New York: Oxford University Press.
9. Hulten, B. (2011). Sensory marketing: The multi-sensory brand experience. Journal of Brand Management, 18(5), 335-346.
10. Hulten, B. (2011). Sensory marketing: The multi-sensory brand-experience concept. European Business Review, 23(3), 256-273.
11. Hultén, B. (2015). Sensory marketing: Theoretical and empirical evidence. Journal of Marketing Management, 30(1-2), 141-158.
12. Indian Retail Forum. (2020). Retail Trends in Kerala. Retrieved from
13. Keller, K. L. (2008). Strategic brand management: Building, measuring, and managing brand equity. Upper Saddle River, NJ: Pearson Prentice Hall.
14. Kerala Retailers Association. (2019). Visual Merchandising in Kerala Supermarkets. Retrieved from
15. Kerala Retailers Association. (2019). Visual Merchandising in Kerala Supermarkets. Retrieved from
16. Krishna, A. (2012). An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behaviour. Journal of Consumer Psychology, 22(3), 332-351.
17. Krishna, A., & Morrin, M. (2008). Does touch affect taste? The perceptual transfer of product container haptic cues. Journal of Consumer Research, 34(6), 807-818.
18. Krishna, A., & Morrin, M. (2008). Does touch matter? The impact of haptic information on consumer behaviour. Journal of Consumer Research, 35(3), 352-366.
19. Krishna, A., Lwin, M. O., & Morrin, M. (2010). Product scent and memory. Journal of Consumer Research, 37(1), 57-67.
20. Krishna, A., Lwin, M. O., & Morrin, M. (2010). Product scent and memory. Journal of Consumer Research, 37(1), 57-67.
21. Madzharov, A. V., Block, L. G., & Morrin, M. (2015). The cool scent of power: Effects of ambient scent on consumer preferences and choice behaviour. Journal of Marketing, 79(1), 83-96.
22. Nair, A., & Nair, H. (2014). Consumer behaviour in India: A review of the literature. Journal of Indian Business Research, 6(2), 148-163.
23. Nair, K. R., & Nair, V. (2014). Emerging trends in the retail industry in Kerala. International Journal of Retailing and Rural Business Perspectives, 3(2), 1015-1021.
24. Nair, S. R., & Nair, V. (2014). Consumer behaviour in Kerala: A paradigm shift. International Journal of Scientific and Research Publications, 4(1), 1-6.
25. North, A. C., Hargreaves, D. J., & McKendrick, J. (2004). The influence of in-store music on wine selections. Journal of Applied Psychology, 89(2), 271-276.
26. North, A. C., Sheridan, L. P., & Areni, C. S. (2016). Music congruity effects on product memory, perception, and choice. Journal of Retailing, 92(1), 83-95.
27. Otterbring, T., Wästlund, E., Gustafsson, A., & Shams, P. (2014). Vision (im)possible? The effects of in-store signage on customers' visual attention. Journal of Retailing and Consumer Services, 21(5), 676-684.
28. Peck, J., & Childers, T. L. (2003). To have and to hold: The influence of haptic information on product judgments. Journal of Marketing, 67(2), 35-48.
29. Roschk, H., Loureiro, S. M. C., & Breitsohl, J. (2017). Calibrating 30 years of experimental research: A meta-analysis of the atmospheric effects of music, scent, and color. Journal of Retailing, 93(2), 228-240.
30. Singh, P., Katiyar, N., & Verma, G. (2017). Retail shoppability: The impact of store atmospherics & store layout on consumer buying patterns. International Journal of Scientific & Technology Research, 3(8), 15-23.
31. Soars, B. (2009). Driving sales through shoppers' sense of sound, sight, smell and touch. International Journal of Retail & Distribution Management, 37(3), 286-298.
32. Spence, C. (2019). Neuroscience-inspired design: From academic neuromarketing to commercially relevant research. Organizational Research Methods, 22(1), 275-298.
33. Spence, C., & Gallace, A. (2011). Multisensory design: Reaching out to touch the consumer. Psychology & Marketing, 28(3), 267-308.
34. Spence, C., & Piqueras-Fiszman, B. (2014). The influence of the sense of touch on the multisensory perception of food and drink. Journal of Food Science, 79(5), S1478-S1486.
35. Spence, C., & Piqueras-Fiszman, B. (2014). The perfect meal: The multisensory science of food and dining. John Wiley & Sons.
36. Spence, C., Puccinelli, N. M., Grewal, D., & Roggeveen, A. L. (2014). Store atmospherics: A multisensory perspective. Psychology & Marketing, 31(7), 472-488.
37. Turley, L. W., & Milliman, R. E. (2000). Atmospheric effects on shopping behaviour: A review of the experimental evidence. Journal of Business Research, 49(2), 193-211.
38. Ward, P., Davies, B. J., & Kooijman, D. (2007). Sensory branding: A review and future directions. Journal of Marketing Management, 22(5-6), 537-555.
39. Zhang, Y., & Kim, J. (2013). The impact of sensory experiences on consumer behaviour: A review and future directions. Journal of Consumer Research, 40(2), 247-263.
Published
2024-01-12
How to Cite
Rogen.K. Panicker, & Dr. V. Siddharthan. (2024). A Study On Impact Of Sensory Branding On Customer Behaviour In Supermarkets, Kerala. Revista Electronica De Veterinaria, 25(1S), 415 - 422. https://doi.org/10.69980/redvet.v25i1S.697
Section
Articles
