Loading...
Unlocking the Power of Touch: Exploring Sensory Marketing Strategies
Ranjith, Revathi
Ranjith, Revathi
Files
Description
A Master of Business Administration (MBA) thesis by Rooth Shaji entitled, “Unlocking the Power of Touch: Exploring Sensory Marketing Strategies”, submitted in November 2024. Thesis advisor is Dr. Aaron Gazley. Soft copy is available (Thesis, Approval Signatures, Completion Certificate, and AUS Archives Consent Form).
Abstract
In recent years, sensory marketing has witnessed dynamic growth, as companies increasingly recognize the power of appealing to consumers through multiple senses. Leveraging sensory cues has become integral to engaging customers and shaping their emotions, particularly in large-scale retail environments like malls. However, while visual and auditory stimuli have been extensively explored, the role of touch remains underexplored yet crucial, especially in online product evaluation where tactile experiences are absent. This paper seeks to address this gap by investigating the impact of tactile sensory involvement on brand perception. Through surveys, the study aims to explain how the quantity, perceived intensity, and frequency of tactile engagement influence consumers' perceptions of brands. By unlocking the potential of touch in sensory marketing strategies, this research attempts to provide valuable insights for businesses seeking to enhance consumer engagement and brand loyalty.