IMPACT OF SENSORY MARKETING ON PERCEIVED QUALITY

Abstract

Within the brand management and marketing discipline, The concept of 'sensory marketing' has evolved as a vital area of study. Similarly, a lot of importance has been given and attention has been paid to this concept during the last few years. The concept of sensory marketing has remained unclear along with a lack of adequate theoretical support. As a supplement, a connection between sensory marketing and perceived quality, consumer satisfaction and it results into consumer retention has been pointed out by many research scholars. The ultimate goal of marketing is to attain, retain and regain customers. Hence, this study aims to address the disparity of the literature and demonstrate better understanding of the concept of 'sensory marketing' together with its consequences, which is mainly focused on perceived quality. The objective is to examine the influence of sensory marketing on perceived quality with special reference to 2 chosen sectors i.e. restaurants and fashion stores.