A STUDY ON THE ROLE OF SENSORY MARKETING IN ENHANCING CUSTOMER EXPERIENCE

This research paper explores the role of sensory marketing in enhancing customer experience, a strategy increasingly used by brands to create meaningful and memorable interactions with consumers.As markets get crowded with options, businesses are increasingly relying on sensory signals -sight, sound, touch, taste, and smell -to set themselves apart and create an emotional connection with customers.This paper delves into how each sensory element contributes to shaping consumer perceptions, influencing purchasing decisions, and fostering brand loyalty.Through a mixed-method approach incorporating both primary and secondary data, the study evaluates how sensory marketing strategies across various industries impact the overall customer journey.The findings provide insights into the effectiveness of sensory marketing and recommend how businesses can incorporate multi-sensory elements to create immersive brand experiences.