Impact of Sensory Branding on Buying Intensions for Toiletries, Personal Care & Cosmetic Products in India

The conventional marketing concept presumes rationality of consumers wherein several reasoned steps define his buying behavior. Sensory marketing being a newly emerging area lack research work especially in India i.e. developing country context. This research gap was recognized and research was undertaken to know the effectiveness of sensory marketing for every products and age groups. Descriptive study involving data collection from 385 customers by snowball sampling method was adopted for this study. Impact of sensory marketing on buying intentions of Indian consumers especially for toiletries, personal care & cosmetic products is a subject matter of study in the current research work. The companies operating in the area of toiletries, personal care & cosmetic products in India may get benefit from the outcome of this research work.