An E-Multi-Sensory Brand Experience and its Effect on Consumer Behavior

The purpose of this paper is to explore to what extent different Sensorial cues can affect customer's buying behavior by creating a multisensory brand-experience. Further, this research aims at contributing to the development of new knowledge regarding a multi-sensory Marketing and Brandexperience focusing on importance of smell in branding. Due to application of technology; consumers will be able to smell products before buying them online.In this research we have chosen the quantitative method.

Our research shows that it is beneficial for marketers to use smell apart from senses of vision, sound and touch as means to connect with customers and enhance their emotional response. The study also shows that a combination of the sensorial cues of sight, sound and smell together contributes to an experience that is positive and memorable for the customers. Additionally, the results of this study shows that a combination of these sensory cues leads to a change in customer's behavior and create approach behavior through awareness of products.