Sensory Marketing in Luxury Industry : investigating the impact of senses on consumers purchasing intention

Abstract

Marketing has become a crucial strategy for companies aiming to enhance customer experiences. Nowadays, standing out from the crowd is essential. Investing in new marketing strategies has become the new trend, particularly in strategies involving the five senses. This research delves into this strate-gy, known as sensory marketing. The aim was to identify the impact of the senses on consumers' pur-chasing intentions. Given the research questions and objectives, a quantitative survey was conducted. A deductive approach was used, and quantitative data were collected through a Google Forms survey, employing a mono research method. The questionnaire garnered 108 responses. According to the data analysis, two factors influence consumers' purchase intentions in the luxury industry: visual and auditory factors. However, tactile and olfactory factors were not significant (sig>0.001). In conclusion, the author argues that purchase intention is influenced by visual and auditory strategies.