Effect of auditory signals in sensory marketing: evidence from India

Sangita Dutta Gupta, Mohamed Moin Al Deen Shah, Kuruva Hari Prasad and Phani Vishwaja

International Journal of Business Excellence, 2022, vol. 28, issue 1, 75-89

Abstract: Sensory marketing is a form of marketing targeted to a customer's senses, which influences their buying decision process. Auditory sensory marketing is a form of sensory marketing targeting the auditory sense of a customer. This could be in the form of a jingle, slogan, music genre, tempo and so on. There have been studies on the impact of auditory signals in sensory marketing. Different genres and tempo of music affect different age groups in a different way. The objective of our study was to find out the effect of auditory signals in sensory marketing. An exploratory research using a semi-structured interview protocol was performed. Inductive analysis was performed to distinguish groups, patterns and themes that emerge from the data collected. The study revealed that auditory sensory marketing done by malls and retail outlets increases the dwell time of consumers but does not necessarily increase their purchases.

Keywords: auditory signal; sensory marketing; exploratory research; India. (search for similar items in EconPapers)
Date: 2022
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