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Impact of Sensory Branding on Consumers along with Purchase Decision InvolvementAuthor 1 : Ms. Pallavi ShettyStudent, PGP-2Mudra Institute of CommunicationsShela, Ahmedabad – 380058Indiapallavi10@micamail.inAuthor 2: Dr. Varsha Jain (Correspondence Author)Research Fellow, Head Division of Integrated Marketing communicationMudra Institute of Communications ResearchShela, Ahmedabad – 380058IndiaPhone: 09714621155varsha.micore@micamail.in, varsha8075@yahoo.co.inProfile of the AuthorsAuthor 1: Ms. Pallavi Shetty Pallavi Shetty is a student at Mudra Institute of Communication, Ahmedabad and ispursuing her PGDMC (majored in Brand Management). She holds a B.A. degree from St. Xavier‘s college inEconomics and Statistics and M.A. in Economics from Mumbai University. Her other works include a ruralimmersion project for developing communication plan and a tribal based study that was conducted to understandconsumption patterns.Author 2: Dr. Varsha JainDr. Varsha Jain is a Research Fellow and division head of Integrated Marketing Communication at the MudraInstitute of Communications Research in Ahmedabad. She has 26 publications in international, national and tradejournals and book chapters to her credit in the last 4 years. Her papers are published in International Journal ofMobile Marketing, Young Consumers (Emerald), Vikalpa (IIM-A Journal), Media Asia (NTU, Singapore), WARC(World Advertising Research Council, UK) etc. She reviewed papers of AMIC conference in 2009, 2010 and 2011,Vikalpa (IIM-A‘s journal), Journal of Creative Communications (Sage Publication) and book chapters on integratedmarketing communication for Oxford University Press and on brand management for Sage Publications. She haspresented 18 research papers within 4 years at national and international conferences such as Asian MediaInformation Centre (NTU, Singapore in 2009, 2010 and 2011), IIM Lucknow, IIM Indore, IMT Ghaziabad ICFAI,Hyderabad etc. She was chairperson at AMIC (Singapore) international conference in 2010. Her papers were amongthe best papers at many conferences and got published by the conference organizers such as AMIC in 2009. Shedoes research in the area of advertising and branding.Introduction:Bolstered by sturdy global competition and highly saturated markets, brand marketers have been intentionally gazingfor unique and dynamic ways of communication to foster stronger consumer base and higher financial returns.Sensory Branding – attaching senses to built brands – is one such concept that advertisers prominently use to sell
their services and goods. The five senses - see, hear, touch, smell and taste conjure powerful memories andemotions. Incorporating such sensory appeals, enhances the flavour of a product, thereby improving customerexperiences and optimistically guaranteeing repeat purchase. Thus, it can be noted that sensory branding providesample opportunities due to its nature of delivering multi-sensory brand experiences and promise to the consumer(Genuario, 2007).However, it‘s true that not all five senses can be leveraged in a brand, but each stimulus prominently holdsimportance and is important element of successful sensory branding campaigns. Out of the five sensory, sense ofsound and sight seems to be greatly emphasised for its basic explicit appeals and effects. However, amongst others,smell is also one of the popular ways to capitalize consumer attentions. According to Lindstrom (2005), smellinfluences 75% of all the emotions experienced by an individual in a day. The sense of smell acts directly on thelimbic system which controls emotions and memories (Bell, 2007). Smell is the most powerful and advanced form ofhuman interaction and should be looked as a potential medium of communication.Literature Review:The effective use of smelling sense undoubtedly provides better opportunities for creating a sale and buildingmemorable and lasting relationships with the consumer (Portas, 2008).However, the relevance of smell must be studied within the context of the marketplace where it is important tounderstand the level of involvement that a consumer has in the purchase decision.Literature review also supported the judgement that measuring the level of Purchase Decision Involvement (PDI) isinstrumental in understanding the impact of smell on consumer Purchase Involvement (PI). This was establishedwith the help of the Elaboration Likelihood Model (Cacioppo, 1983). According to the Elaboration LikelihoodModel, there are various processes of attitude formation and these can be classified into two main categories i.e., theCentral Route and the Peripheral Route. The Central route involves those processes that entail cognitive resourcesand considerable effort whereas the Peripheral route involves the other processes where the individual is absorbed inthinking for a shorter period of time. According to Vaidyanathan and Aggarval (2001) when the level ofinvolvement is high, then the consumer takes the central processing route and uses data driven signals for theevaluation of the offer. For example, the consumer would be more likely to consider price and other numerical datafor assessing the product and the associated information. However, low-involvement consumers consider theperipheral route and give more importance to the simple inferences and cues such as the type of brand ownership orthe kind of non-price promotional offers (Kristina Maiksteniene, 2008).H1: There is no linear relationship between consumer PDI and impact of smell on consumer PI.H2: There exists a negative linear relationship between consumer PDI and impact of smell on consumer PI.Research Methodology:The study is empirical in nature and uses survey method for data collection. The sample consisted of respondentsbetween ages of 18-30. All the respondents belonged to SEC A and A+. This segment of consumers was selected asthey are the most brand conscious individuals in India. Shampoo, was identified as an appropriate product categoryas it clearly qualifies as a ―functional product‖ i.e., a product where smell plays an implicit role.Initially data was collected through a pilot study with 25 respondents where the top ten parameters that consumerswere interested in while purchasing a shampoo were identified. In the second stage of the study, Mittal‘s (1995)modified PDI was selected and was adopted to measure the level of consumer PDI during the empirical study.Similarly, for measuring the impact of smell on PI, probabilistic scales were adapted and modified from pastresearch (Ajzen, I. (1985); Fishbein, M., Ajzen, I. (1975); Miniard, P. W., Obermiller, C., Page, T. J. (1982);Miniard, P. W., Obermiller, C., Page, T. J. (1983); Morwitz, V. G., Steckel, J., Gupta, A. (2007); Warshaw, P. R.(1980); Goldsmith et al., 2000). These two scales were used in the final questionnaire. A total of 200 respondentsparticipated in the study. The questionnaire were filled using stratified sampling technique (on the basis of age andgender) to reduce the biasness.The analysis included frequency tabulations and simple bivariate linear regression modelling.Results:There were ten parameters that emerged from the pilot study - packaging, colour of the shampoo, fragrance, price,brand, lathering ability, conditioning, hair fall control, dandruff control, damage repair. The top three parameters that
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Proceedings2012 ACADEMY OFINDIAN MA
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Anna-Lena Ackfeldt and *Neeru Malho
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A few studies have explored audienc
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Referring to Table II, data also re
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Table I.Descriptive statisticsMean
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Developing a Conceptual Framework f
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1. IntroductionLuxury has its origi
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Figure 1: Dimensions that different
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(India and China to spur luxury gro
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(―Premium Brands Luxuriate in Chi
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use of these forms of money for lux
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the latest additions to the brands
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Western individualism (Ramamoorthy,
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watches to satisfy themselves and t
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It may be stated that the different
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―JWT releases first ever study on
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Wiedmann, K. P., Hennings, N. and S
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(Source: TRAI)India is the second l
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suggested that benchmarking of the
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Kapoor 1 reported that business sub
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The parameters for which the respon
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Four factors were extracted, togeth
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DiscussionThe key insights from the
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eturn on marketing investment. Reta
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What is Proximity marketing?Proximi
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Conjoint AnalysisFor identifying di
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Government service/ retail organiza
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Local franchisees too prefer the re
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Adoption of alternate Technologies-
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ooth_campaign.htmlMcGovern, G.J., C
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Smirnova Maria, 0079217505094, smir
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strategy, the less might be importa
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CustomerorientationH1aPlatforminnov
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Morgan, R.E. & Berthon, P. (2008).
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judged. On the other hand, Brand (1
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hairstyles are ‗Afro-centric‘ o
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METHODSubjectsConvenience sampling
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Use of hair extensions a symptom of
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When asked to state their reasons f
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The third most predominant reason f
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Khumalo, N.P., Jessop, S., Gumedze,
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that influence the diffusion of gra
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future studies. Perry (1998) has br
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acquired during times of a bad catc
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innovation. The adopter might be in
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availability to the adopter, (2) la
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affective responses through nonverb
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Researchers acknowledge that advert
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markets as a form of sexual appeal
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constant, sexual illustrations had
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Table 2Categories and Proposed Cate
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construct Definition Examples of PV
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of understanding the type of persua
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Hovland, R., MacMahan, C., Lee, G.,
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Role of Gratitude and Obligation in
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obligation. Therefore, it is impera
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development of long term business r
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fulfilment of their desire for reco
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intentional, it has incurred some c
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This study is intending to use surv
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Cannon, Joseph P., Ravi S. Achrol,
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Martin, C. A. & Bush, A. J. (2000).
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Can we manage the influence of role
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Affective commitment (AC) refers to
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transactional theory,we draw upon t
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RESULTSConsistent with prior resear
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empowerment are perceived to be hig
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Agarwal, Sanjeev and Sridhar N. Ram
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Meyer, John P. and Natalie J. Allen
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TABLE 1CORRELATIONS FOR THE CONSTRU
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&Prof Geoff Bick(E: geoff.bick@gsb.
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and Reinartz, 2006) and sales (Ahea
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The discourse on CRM has made a tre
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These studies demonstrate that impl
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3. Conceptual frameworkThis section
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This approach is fully supported by
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The table below presents the verbat
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given by respondents are given in t
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With regards toinstitutional factor
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REFERENCESAhearne, M., Rapp, A., Ma
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(5), pp.485-508Gupta, S., Lehmann,
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RIA Policy Brief N.1, pp1-4.Scott,
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In order to understand individual c
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Research DesignResource based view
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Frank H.A. and D‘Souza J. (2004),
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Yang Q., Mudambi R. and Meyer K.E.
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INTRODUCTIONPeople in various parts
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More importantly, environmental con
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However, a number of studies have i
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pro-environmental behaviour.ANTECED
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Role of family is particularly rele
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was further revealed that though co
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This paper provides comprehensive f
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Lepisto, L. R. (1974). An Empirical
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Zimmer, M., Stafford, T. F., and St
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HypothesesCSP and Brand Equity: Ins
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Rural Penetration of Life Insurance
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life) held by an Indian consumer is
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the state of Andhra Pradesh, micro
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The data wascollected from the agen
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The percentage of ULIP business to
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public sector LIC has many satellit
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Significance of t-test is less than
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Significance of t-test is less than
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Physical presence of at least satel
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Examining the association between G
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Cross-tab analysis of economic gree
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Holbrook, M. B. (1986). Emotion in
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Model 2 - Formative Second Order Fa
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We used a 2-step structural equatio
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Measurement Model Misspecification
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DR. RAJNISH JAINAssociate Professor
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Modern retailing is aimed at facili
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and further reported that mood, inv
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strong feelings of pleasures from s
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Scale Development: Scientific proce
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Confirmatory Factor Analysis: Explo
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DISCUSSION
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Retail customer experience is a ref
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Diep, V. and Sweeny, V. (2008), ―
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Sandstorm, S., Edvardsson, B., Kris
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2. LITERATURE REVIEW2.1. Competing
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customer satisfaction (Bolton 1998,
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To account for common method varian
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elevant in emerging markets, it als
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other distribution systems, who (c)
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Deighton 2009) from the marketer to
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some of the leading academic resear
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Schultz, D., and Charles Patti (200
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Coping With Service Failure: The mo
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stress. Secondary appraisal relates
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Page 308 and 309: Cova, B., & Pace, S. (2006). Brand
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senses from experiences. It is a ba
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Acceptability and the Type of Infor
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IntroductionRetail banking is an es
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servicescape of retail banks in Sin
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specific aspects of service environ
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commenting in 1970 that ―For bran
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well as NSSM theory leaves signific
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experience inside the servicescape
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QuickTime and adecompressorare need
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Several observational visits were p
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spending your time there. I don‘t
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‗Our bank is located in the centr
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That servicescape can be utilized s
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McGivern, Y. (2006). The Practice o
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