Sensory Branding

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Md. Saffer Uddin

The Impact of Sensory branding (five senses) on consumer
A Case study on “Coca Cola”
Business Administration Master’s Thesis

(15 ECTS)

Term: Supervisor:

Autumn 2011 Lars Haglund

Abstract
Background: Branding is a key factor in marketing. In the past, most of the companies were using audio-visual stimuli for differentiating their brands from the competitors. Now companies are working hard to achieve some degree of differentiation in their brands from the competitors by using all five senses (taste, smell, sight, touch and sound). This phenomenon is called sensory branding, which helps the company to differentiate their brand‟s products from the competitors. The aim of sensory branding is to use all the five senses at the same time to create a fivedimensional experience for the consumer. Purpose: The purpose of the study is to find or investigate the impact of sensory aspects of (five senses) “Coca Cola” on consumer in perspective of awareness. Method: This is a quantitative case study. Questionnaires and experiment are used to collect the primary data in order to investigate the impact of sensory aspects of “Coca Cola”. Population selected for this study is the students of Karlstad University. Twenty samples are taken for the questionnaires and ten are taken for experiment. SPSS software is used for analyzing the data. Conclusion: The research was conducted to get an insight about the impact of sensory aspects of Coca Cola on consumer for building brand identity and brand awareness. The study found that in perspective of building brand identity, taste, visual and tactile aspects of Coca Cola have strong impact and on the other hand, smell and auditory aspects have less impact on building brand identity of consumer. In perspective of building brand awareness to the consumer, visual and tactile aspects of Coca Cola have strong impact and taste aspect has moderate impact. On the other hand, smell and auditory aspects have less impact on building brand awareness of consumer. Keywords: Sensory branding, Brand identity, Brand awareness, Consumers, Five senses. building brand identity and brand

The impact of sensory branding on consumer

Md. Saffer Uddin

Acknowledgement

This thesis is dedicated to all those who were helpful, encouraging, and supportive and who gave me precious advices during the whole process of this study. First, I like to thank Allah for giving me the opportunity to study at Karlstad University and completing the Master degree. Then I would like to give special thanks to my supervisor Lars Haglund. He gave me the invaluable assistance throughout the thesis. I would also like to thank my fellow students for their constructive feedback and all the students who participated in the survey and experiment. Finally, I am also very thankful to my families for their moral and financial support.

_____________________ Md. Saffer Uddin

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The impact of sensory branding on consumer

Md. Saffer Uddin

Table of Contents

1. Introduction: ...........................................................................................................................................5 1.1 Background of the study: .......................................................................................................................5 1.2 Problem formulation: ............................................................................................................................6 1.3 Purpose of the study: .............................................................................................................................7 1.4 Research Question: ................................................................................................................................7 1.5 Significance of the study: ………………………………………………………………………………………………………………….7 1.6 Limitation of the study: …………………………………………………………………………………………………………………….7 2. Research Methodology:...
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