PECULIARITIES OF SENSORY MARKETING

. This article aims to provide a theoretical analysis of the primary sensory marketing types, tools and techniques. The methodological structure used in the study is based on theoretical descriptive, comparative, and analytical methods. The application of the qualitative approach is based on case analysis. The article examines the concept of sensory marketing and the types of technologies used. Qualitative research is original and innovative. It allows us to come to creative scientific insights, which can be instrumental in suggesting recommendations for improving the application of sensory marketing in practice. The results may have practical implications via benefits to the business and institutions provided by applying sensory marketing


Introduction
Sensory marketing has been around for many years now.The concept, also known as sensory branding, provides a form of marketing that appeals to consumers through all senses (Lindström, 2010).Although the idea has been studied in marketing for many years, its empirical research evaluating the impact on commercial results has only begun in the recent decade.Research has shown that sensory marketing supports the spontaneous reactions of customers (Li et al., 2023), their satisfaction and loyalty (Silaban et al., 2023), and predictable customer behaviour (Biswas et al., 2019).Additionally, sensory marketing increases brand equity (Shahid et al., 2022) and positive image overall (Hung et al., 2017).Many authors have started constructing their structural models (Hamacher, Buchkremer, 2022) evaluating the impact on marketing results.
However, empirical research in sensory marketing needs to pay more attention to the impact and primary purpose of using every type of concept.Moreover, the use of appropriate tools to achieve desirable goals has yet to be revealed.Therefore, the following objectives in the article are raised: -to present an overview of sensory marketing definition, sensory marketing types and techniques; -to apply the case study method in an example of various commercials related to sensory marketing; -to create recommendations based on the result of the research for more specific use of different tools developing the concept of sensory marketing.

Sensory marketing perception
Sensory marketing is based on emotional and behavioural actions ideal for selling products and services.It includes activities that create positive emotions and experiences for the consumer or user that associates sight, smell, taste, hearing, and touch with the brand.It uses one or more of the consumer's senses to entice and attract them to a product or service so that they become a customer.Sensory marketing aims to: 1. Attract potential customers; 2. Increase customer loyalty; 3. Provide a unique experience.Sensory marketing seeks to make the purchase of a product or service a pleasant process that is important to the consumer.Lindström (2010) stated that a brand that uses multiple senses will be more successful than those that only focus on a few senses (one or two).This can be part of the advertising brand, such as a colour (for example, blue and white Tiche), a logo, a slogan, etc., or it may be a part of the product itself, e.g., product shape, fragrance (perfume) or taste of product (Vikki cheese).Kuczamer-Kłopotowska (2017) mentioned that sensory marketing is based on a holistic approach to the five senses and aims to provide specific stimuli to customers.Sight allows us to perceive colours, light, and its intensity, the design and graphic properties of various objects, packaging, decor, messages intended for us, and other essential motifs.We recognise audio brands or theme songs through hearing and receiving voice or musical messages and focus on sounds.The scent helps you perceive the smells associated with brands, their type, intensity, or fit with the product's character.Touch allows us to recognise shapes, textures, and changes in temperature, weight, and softness.Last but not least, taste it.In sensory marketing, this message should equate to the pleasure of using the product or service for the recipient.Sliburytė et al. (2017) stated that sensory marketing is a part of marketing that wants to be closer to the customer, appealing to the human unconscious being, which refers to the feelings, memory, perception, and emotions that are a personal part of everyone a person.Sensory marketing wants to be a marketing tool that influences the mood and behaviour of customers.Everyone reacts differently to atmospheric stimuli at the point of sale and then perceives it differently.Rodas-Areiza et al. (2018) mentioned that sensory marketing is a means of understanding the influence of the senses, connecting and integrating them to variables of a different nature to provide a comprehensive solution for the user relating to the brand and the products or services it offers.Torquati et al. (2018) argue that sensory experience is a stimulus to activate conscious and unconscious emotions in our brain, which respond to the stimulus positively or negatively.Liking is the sensory pleasure produced by a positive inspiration and has behavioural positive emotional responses to pleasant sensations.According to Torquati et al. (2018), marketers hope such a positive affective response will translate into a greater likelihood of food choice and purchase and a greater willingness to pay.Jiménez-Marín et al. (2019) mentioned that sensory marketing at the point of sale would be understood as such, which is for the five senses seeking their stimulation to create a pleasurable environment so that the customer increases the time of purchase.Simha (2019) analyses that sensory marketing connects the human brain to the five senses.It is in the human brain the person in whom the trademark is registered, and the image is created terms for mental concepts and imaginings.This image results from an individual's experience with a company or brand.Each person has a subjective experience that we call "Experience Logic".Koszembar-Wiklik (2019) argue that sensory marketing has a harmonious effect on the five senses but does not affect all of them.In practice, up to three dominant stimuli are selected to influence the client.According to Koszembar-Wiklik (2019), sight, hearing and smell are the senses involved.Touch is less common, and the least popular is the taste.On a large scale, sensory marketing is mainly used by large commercial chains, hotels, companies offering tourism services, or airlines.However, in the last few years, it has also been introduced for smaller businesses such as dental clinics, spa salons, hair studios, teahouses or pharmacies.Suresh (2019) stated that sensory marketing gains a customer's trust and focus by appealing to each of the five senses.It has become popular among industries and companies across the planet.According to Suresh (2019), sensory marketing provides a complete experience.For this reason, it stands as a unique interactive way to attract the audience's attention.The sensory marketing process influences consumer behaviour, and this process focuses on how sensory marketing works to motivate and influence buyer behaviour.Correia et al. (2020) analysed that using sensory stimuli to create an environment that appeals to users' senses should not be understood as a particular form of manipulation but as a process of improving marketing activities to develop more significant value for the user.Joshi et al. (2020) argue that two decades ago, specialists decided to expand the sensing methods to explore the three untapped senses (smell, touch and taste) and apply them to the sector.A new field was born: sensory marketing.According to Joshi et al. (2020), sensory marketing comes with other concepts, such as experiential and emotional marketing.Research continues, and theories and models are still being experimented with sensory marketing, although scientists agree further research is needed.Only some companies, including fashion brands, have a well-defined sensing strategy or roughly experiment with it.Bhatia et al. (2021) mentioned that the field of sensory marketing is vast and very diverse, ranging from studies focused on and within the sense's integration, the use of sensory marketing in advertising, using one sense to influence other senses, and their interaction with its impact on consumer behaviour.Shilpa and Scholar (2021) analysed that sensory marketing is simply a winning process for customer trust and attention by appealing to each of the five senses.Not surprisingly, it became popular among various industries and companies worldwide.Marketing today is about the customer experience, and sensory marketing links this concept nicely.Sensory marketing provides a complete experience for users.Because of this, it stands out as a unique interactive way to engage your audience's attention.Hamacher and Buchkremer (2022) mentioned that specific sensory information about products and services can influence people's attitudes, purchase intentions, and consumption].According to Hamacher and Buchkremer (2022), imagine the sound, smell and taste or feel of freshly brewed coffee when opening and closing the car door, the textile structure of the new dress.All these sensory stimuli provide valuable information about the product's value and can significantly impact the purchase decision process.Abdolmohamad et al. ( 2022) mentioned that the results of four experimental studies show that the sensory cues by which customers feel the amount of (mis)match between products and sensory stimuli products affect consumers' emotions, willingness to buy and experience.According to Abdolmohamad et al. (2022) by participating moderators such as images of colours, sounds, prices, and smells when dealing with multiple senses products (e.g., juice, coffee, burgers, soda) with different sensory cues, consumer emotions, willingness to buy and experience depends on affective preference and sensory congruence.Gracia et al. (2022) considered that sensory evaluation gives a judgment of the overall acceptability of a product because only consumers can determine whether a new product is acceptable.Some empirical papers have analysed consumers' Apple acceptance using consumers' sensory evaluations and studying their relationship with the consumers' willingness to pay.Pointke et al. (2022) argue that consumer research must assess sensory properties and perception during consumption to achieve sensory acceptability.There is limited data on which sensory aspects are essential to consumers, particularly in plant-based cheese alternatives and commonly used substitutes.Process optimisation and new technologies for the use and development of new plant proteins PBAP product development, but simultaneously, requires continuous sensory evaluation properties from the consumer's point of view.Natalia et al. (2023) mentioned the role of sensory experience in judgment and decision, interest marketing in the wave, expressed as sensory marketing.According to Natalia et al. (2023), some research has been done on the role of diffuse senses in consumer behaviour.Consumer buying behaviour includes user preferences, preferences, intentions and decisions related to user behaviour in the marketplace when purchasing a product or service.Sensory experience has an essential role in consumer buying behaviour.Sensory marketing is marketing that engages consumers' senses and influences their behaviour.Sensory marketing aims to send messages to the brain's right hemisphere, stimulate the consumer's senses, and ultimately create a connection between the consumer and the product and encourage them to buy.

Sensory marketing types and techniques
Five types of sensory marketing are distinguished in the scientific literature: Visual marketing.It is the most used in the market in any of its sectors because it is the most efficient.The visual part is essential to attract potential customers and keep them loyal to brands with images designed according to their needs.Example: The store's visual content should clearly show what it offers.When using images to communicate with visitors, they must feel that the product they see meets their needs.Satria et al. (2022) mentioned that the role of the graphic designer performing creative Kumparan is shown the visual marketing team caters to Kumparan PLUS' premium content needs that strive to keep up with the times and the transformation of the new media industry with interactive communication method.Kumparan PLUS focuses on providing the highest quality content to match the information to the needs of different types of Indonesian people with attractive visual presentations, cover collections, cover stories, social media content and infographics.Karpenka et al. (2021) have identified individual image attributes that create video content on social networks.According to Karpenka et al. (2021), purpose, design, comprehensibility, and memorability have been identified as outcomes of many studies of image-based content from a technical perspective and benefits for consumers and brands.The image-based range encompasses the media goals of branded content created on social networks: taskoriented, engagement-oriented, and self-focused.Such plans select the general direction, the topics of the content, and whether the content is visual text.Task-oriented content is much more focused on sales than on the effectiveness or attractiveness of the content.Moreno-Armendáriz et al. ( 2023) mentioned that visual elements such as colour and shape could effectively communicate a product or service in advertising and promote and influence consumer perception of its quality.Similarly, the exterior of a person's Appearance plays a crucial role in non-verbal communication.It significantly impacts a person's social life interactions and insights into their emotional states.Maulidiyanti et al. (2022) stated that it was shown that audio-visual media was able to increase knowledge and attitudes towards growth.Audio-visual material is effective because the medium provides information that can be accessed through two senses: sight and hearing.According to Maulidiyanti et al. (2022), the results also show that social campaign products cannot be just an idea but must be supported by tangible products to be effective.Fu et al. (2023) analysed that the results show that visual style significantly influences consumer responses, with cause-oriented messages leading to higher brand attitudes and purchase intention than product-oriented messages.Meanwhile, the effect of visual style on both consumers' brand attitudes and purchase intentions is determined by perceived self-service motives.Adamus-Matuszyńska et al. (2021) argue that the purpose of this work is to evaluate the tourist offers of Polish territorial units in terms of the visual message -the logo and its content and to investigate whether they contain design components that reveal the harmonious development of the destination.The research method was a content analysis of advertising signs.According to Adamus-Matuszyńska et al. (2021), sustainable tourism development is focused on three pillars: nature, responsible tourism activities and sustainably protected historical remains.The authors conclude that logos with solid elements of nature and historical heritage do not mean the tourist offer is balanced.Lupu et al. (2021) mentioned that methodological or theoretical assumptions do not define visual studies as a field.It simply explains or uses what is visible, monitored, or visually regulated.According to Lupu et al. (2021), visual studies should expand the scope and theoretical orientations beyond the study of photographs.Visual research is a new field of qualitative approach.
Scent Marketing.The most important thing is to be creative and find that point that attracts the customer and stands out from the competition.For example, an olfactory marketing strategy should be to make the customer's first experience with the brand memorable by sending samples to potential customers in exchange for a click or email.Berčík et al. (2022) mentioned that pleasant smell is also part of the shopping atmosphere.How scent affects customer behaviour and purchasing decisions examines a relatively young field of science, one of the existing types of sensory marketing -aroma marketing, otherwise known as aromachology.Scent has a largely subconscious influence; therefore, conducting its research using consumer neuroscience tools is appropriate.Berčík et al. (2022) examined the shopping atmosphere in Slovak grocery stores.They comprehensively conducted interdisciplinary studies on the cognitive and affective influence of selected aromatic compound user processes and evaluated their implementation efficiency in food retail companies.Gu (2022) stated that scent can effectively create a powerful brand personality and even remind users anytime and wherever possible.According to Gu (2022), Chanel once released a popular fragrance, Chanel No. 5.With it, the brand broke the mould of the world's women's perception and gave them a scent to give them courage and a spirit of adventure.At the same time, the fragrance directly transformed Chanel's elegant and confident brand personality.Urdea et al. (2021) mentioned that experiential marketing in e-commerce entirely focuses on the most satisfying customer experience.Therefore, traditional marketing methods will replace new techniques to create a sustainable business model.According to Urdea et al. (2021), with the growth and popularity of e-commerce, the question of how to create an attractive online shopping experience and how these actions can affect online business, especially in terms of competitive advantage, becomes very important.Each element of experiential marketing significantly impacts the consumer's decision-making process and offers many benefits when used in a digital environment.
Sound marketing (including audio and video).Associating audio with a product or service is nothing new.It's also no mistake that sound can be crucial in building a consumer-brand relationship.Hwang et al. (2022) mentioned that music events, concerts, and fan meetings that make up the music content will continue to grow as the number of network platforms connecting countries and regions increases even after the part-time era.Also, the music content metaverse can be combined with the platform's advanced technology, an "immutable token (a unique and immutable unit of data stored on the blockchain)' which is expected to ensure protection and increase the value of the intellectual property, thereby diversifying platform and security.Li et al. (2023) stated that sensory marketing is a marketing method that includes the five senses of consumers (tactile, sight, taste, smell and hearing) and influences their perception, judgment and behaviour.
Taste marketing.Invitations to try or receive free samples are almost unmistakable.Once a customer's loyalty is established, when he needs a product related to his taste or something he has tried, he automatically associates it with that brand.Kokthi et al. (2022) stated that the main initial properties in the first phase were sensory properties that were related to taste and characterised by pairs of contrasts such as "heavy" and "light" or "dense" or 'sweet' and 'bitter'.Uncertainty arose in the use of grammatical structures such as "maybe", "probably", and "seemed".The first phase can theoretically be coded as how benefits and risks are perceived.In the brand phase, perceived benefits increased, and perceived risk decreased.Negative associations and words dropped appeared to express emotions, such as "enjoy".The complete information stage shows that brand reputation can help evaluate the product.In the complete awareness phase, uncertainty is significantly reduced.Sina et al. (2021) mentioned that food and beverage brands have changed young children's authentic taste perception in parallel taste tests, especially for those who watch more TV.A recent study found that eating while watching TV was associated with less bitter taste food and a greater preference for sweet-tasting food, suggesting that watching TV may decrease attention span sensory properties of food.
Touch marketing.This marketing can create very satisfying campaigns.Physically walking into a store and accessing a product or service encourages the use of touch.Tu and Yang (2019) mentioned that contact is the most widely distributed and present in the body, a complex sensory system with the most significant information."Hand" is the most sensitive touch, and the feeling experienced when touching something with the hand becomes familiar to people, understanding how their way of thinking, life experience and knowledge accumulate.Psychologically, elements inherent in tactile sensory structures can also evoke a sense of life in users.These designs can enhance memories and deepen experiences.A literature review reveals that researchers have different approaches and definitions of "touch design".Jang et al. (2019) analyse that sensory marketing is an important marketing strategy because it allows consumers to differentiate a particular product or brand in various consumption decision-making situations.According to Jang et al. (2019), previous studies have also used sensory marketing in the food service industry.Sensory marketing affects brand differentiation and brand loyalty.Jiménez-Marín et al. (2022) mentioned that, according to Lindstrom ( 2008), sensory marketing emerged as a tool to reach consumers' subconscious.In this regard, the researchers believe that although, over the years, marketers have studied consumers' senses more rigorously and systematically, there is still room for more consumer psychology and neuromarketing research that can reveal how the human brain acts, processes information and responds to marketing stimuli.Hamacher et al. (2022) stated that there are three sensory stimuli when used in a retail environment; one inspiration should have a lower level of arousal.If three strong sensory stimuli are used, the desire to purchase the product may decrease, resulting in a less positive evaluation.In digital sensory marketing, we can assume that sensory overload can lead to dissatisfaction with the website visited.Jiménez-Marín et al. (2022) argue that the integration of taste and touch occurred a little later in the 1990s because, among other things, touch-based (tactile or tactile) strategies are more challenging to implement.According to Jiménez-Marín et al. (2022), since the first studies conducted with feelings in 1909 and especially after the emergence of neuromarketing as a field, researchers often noticed connections between the senses and the perception of reality.Especially in the second half of the 20th century, the scientific community distinguished that more attention is paid to various mental processes (such as perception, sensations, mental associations, memory, and, above all, the interaction of the senses), and marketing departments soon began to take notice.

Case study research methodology
A case study either allows you to move from general aspects to specific aspects of the study or will enable you to collect data that, in its way, helps to consider and create theoretical constructs.The goal of a case study is to provide an analysis of contextual processes that would reveal theoretical aspects of the phenomenon under study.Therefore, case studies can be applied as a part of complex research in connection with other research methods.When describing a unique case of a new phenomenon, case studies can be essential in generating hypotheses and constructing new theoretical models, highlighting testable theoretical aspects of the studied phenomenon.

Case study analysis
Visual marketing.Visual marketing is crucial as consumers are often attracted to products with eye-catching packaging, colours, and designs.To maximise the impact of visual sensory marketing, Frito-Lay's Cheetos uses attractive colours and graphics that reflect the brand identity and resonate with the target audience.Frito-Lay's Cheetos optimises package design to present its product most attractively.Example: Frito-Lay's Cheetos brand consistently uses bright orange packaging to grab consumers' attention and evoke the flavourful experience of eating Cheetos (Figure 1).

Figure 1. Lay's potato chip visual marketing
Source: Tasting Table , 2023 Scent Marketing.Scent marketing has been used for a very long time.Several thousand years ago, it was known about the influence of smell on human mood and behaviour.Various spices, oils, herbs, and perfumes attract buyers in markets and shops.If a pleasant atmosphere is created, the time the customer spends in the store increases, interest in the goods intensifies, and sales increase.Currently, various technologies make it possible to create the right atmosphere by choosing the emission's smell, intensity, and time.
Example: Inditex has achieved an excellent fragrance marketing strategy.The smell of Zara stores attracts shoppers and spends more time in them.In 2022, at the beginning of the year, the Zara brand presented a chocolate collection that echoed the new (and very chocolaty).In 2022, many gourmand-inspired collections emerged, fuelled by nostalgia and the comfort trend.The Zara brand presented its annual signature collection for winter and Christmas: salted caramel and gingerbread.Salted caramel: a delicious aroma with vanilla and nut butter notes, unexpectedly contrasting with a bold saltiness.Gingerbread: the smell of freshly baked cookies and gentle reminders of cinnamon and spices (Figure 2).Taste marketing.The goods that we usually buy in supermarkets, whether it is a favourite chocolate bar, toothpaste or snacks, always have a taste.Taste is an essential part of the food industry, so the products on the supermarket shelves have a taste.Taste is the most challenging thing to implement in marketing because of the varying degrees of individual taste.Supermarkets are one of the few sectors that use taste marketing to offer free tastings and samples.Ikea is an example of a retail brand that has developed a strong taste association for its brand in its in-store restaurants, with 30% of Ikea customers now visiting the store to eat.Restaurants extend the customer's visit to the store and increase the possibilities of purchasing food and other Ikea products (Figure 4).Touch marketing.Touch is a marketing tactic that can be a great way to increase brand appeal.Some products require use before purchase.Examples of this are technologies such as telephones and cars.Cars usually require a hands-on test drive before a person chooses to buy.Being able to touch and interact with some products is essential in buying.Here are the techniques companies use to add touch to their sensory marketing campaigns.For brands like furniture retailers, letting customers sit down and feel the furniture before they buy is an integral part of marketing.Clothing retailers allow you to experience the look and feel of a garment.Apple was one of the first brands to provide store access to its technology.This approach permitted consumers to touch and interact with the technology before purchasing.Instead of focusing on sales, Apple's strategy has been to let people use the tools until they decide what works for them.Many stores today offer a similar try-before-you-buy experience (Figure 4).

Discussion
The case study highlights the importance of the interaction of emotional and sensory factors, as the perception of sensory advertising depends on the impact of sensory advertising.For this reason, attention should be paid to the content of sensory advertising to the form of advertising.The study's results reveal that the understanding of sensory advertising is perceived more at the level of cognitive learning.The authors of this article emphasise the importance of sensory advertising to reach younger audiences.The authors agree that sensory advertising is considered one of the most effective forms of customer public relations.The comparative analysis of sensory marketing shows essential aspects: 1. Sensory marketing cases are more focused on the unique needs of specific segments of society rather than on general issues.
2. The primary purposes remain in sensory marketing campaigns: to encourage sales, to spread information, to form a customer need, and to develop the promoted idea.
3. The specific features of sensory marketing campaigns are publicity and intense emotional response.4. The level of sensory marketing depends on the marketing tools in use: visual marketing ensures emotional engagement, scent marketing and sound marketing stand for perception, while taste and touch marketing provide a sense of reality.

Conclusions
Nowadays, brands are made to use touch, taste, smell, sound, and visual possibilities to establish a unique emotional connection with their customers.What was just a visual appeal is now transformed into new sensations and emotions, creating a memorable brand experience.In short, sensory marketing is understood to connect brands with consumers by appealing to all five senses.Thus, companies can connect with consumers' memories and emotions to make their products more meaningful.Marketing strategies can be applied to the five senses: sight, smell, slowness, taste, and hearing.The scientific literature analysis highlights the essence of sensory marketing, which can be described as a positive synergy between the senses, which increases the connection between sender and receiver.In other words, sensory marketing ensures that all historical links associated with the brand are adequately maintained.Finally, a sensory marketing strategy aims to provide emotional involvement and optimise correspondence between perception and reality.
The case study analysis revealed sensory marketing characteristics: a means of determining and interpreting consumer emotions, expression of new emotions, the possibility of creating consumer loyalty, and brand success.Case studies have confirmed that sensory marketing is expressed through the senses as applied to consumer behaviour; therefore, companies develop sensory strategies to differentiate their brand from competitors.As a result, the contemporary sensory marketing strategy is more based on emotional than psychological elements.It includes identifying the brand position in the three levels: emotional engagement, perception and reality.Such a platform provides wider opportunities for product development reflected in customer sensory benefits.Finally, multi-sensory touchpoints can link brands and customers, forming a long-lasting partnership.

Figure 2 .
Figure 2. Zara home scent marketing Source: Wicks, 2022Sound marketing.Sounds are essential to marketing, whether it's music, songs, spoken word or noise.Sound marketing gets the attention of the target market through hearing.Audio marketing allows organisations to channel sight and sound into the senses.Brand marketing gives companies the ability to differentiate their marketing from others.Music and sounds can create a new brand, influence customer behaviour by generating memories, and provide customer information through a radio ad.An example of audio advertising in Lithuania is the TELE2 advertisement "And the rich save".All these commercials start with the same simple tune.A year later, most TV viewers could distinguish the melody and say what kind of advertisement it is and what the ad is aiming for (Figure3).

Table 1 .
The case study: