Sensory Branding

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Changes made:

Correlation tests and ranking added.

Conclusions refined. And code book added in annexure.

Institute of Management

Research Methodology

December 20, 2010

Project Report

“The effect of Sensory Branding on the company and the consumer”

Submitted To: - Prof. Tripurasundari Joshi

Submitted by:-

Kittu Rajpal (101322)

Prachi Pauranik (101335)

Tarang Agarwal (101355)

MBA FT Section C

Acknowledgement

To begin with, we would like to thank Professor T. S. Joshi for guiding us through the process of completion of our research work.

This project helped us to learn how to conduct a survey and collect data using Questionnaire. Also defining its objectives and analyzing it using various statistical tools. It has been an enriching experience for us while working on our project of Marketing Research.

Table of Contents

|TOPIC NUMBER | TOPIC |PAGE NUMBER | |1. |Executive Summary |4 | |2. |Background: Sensory Branding |5 | |3. |Objectives |5 | |4. |Research Problem |6 | |5. |Research Questions |6 | |6. |Research Methodology & Analysis |6 | |7. |Sampling Plan |6 | |8. |Benefits & Limitations |7 | |9. |Analysis of Data & Graphs |8 | |10. |Conclusion |14 | |11. |Annexure |15 |

Executive Summary

What appeals to one customer may not appeal to another. An individual might react adversely to a scent by itself, but respond favorably to the same scent when it is used in combination with a particular sound, texture or taste. Customer surveys are adept at teasing out subtle nuances in perception and subsequent interpretation through consumer behavior. And as FMCG products deal with customer it becomes very necessary to have a insight into customer perception about the advertisement. Which of the five senses were stimulated? Which messages resonated with customers? What were subsequent customer behaviors? Through our research, we have tried to gain an insight into the consumer behavior pattern, and the various factors that affect the recall of a brand by appealing to the senses of the consumer apart from their tangible benefits.

|Background | |At first glance it sounds obvious to say that successful brands are good at appealing to the senses – after all, products that | |look, smell, sound, taste or feel good are going to be attractive to the consumer. | |But when it comes to marketing, things are different. Brands have traditionally chosen to put their money into assaulting the | |eyes and ears, via traditional advertising, whether it is TV, radio, poster or print. No longer is it enough to...
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