Effect of sensory branding on purchase intention and brand equity

Abstract

Many researchers have conducted various studies to find out the effect of sensory branding on the consumer purchase intention. Sensory branding is an upcoming concept where marketers try to stimulate consumer with human senses which is being used by companies in the international market. Nepalese noodles can have benefit by using sensory branding as a tool for marketing, But in noodles, there might be different result of sensory branding. There might be different sensory variables which might be important in the case of purchase intention of noodles. Hence this research was conducted to find out the effect of sensory branding in purchase intention of instant noodles further analyzed which sensory variable is important in the case of noodles. The research was conducted in lab setting which took more than three months for treatment. Analysis was made through questionnaire administration and statistical analysis. Control group was not given any sensory stimuli. Sensory stimuli were given one by one only to the treatment group and their responses were recorded through questionnaire to further analysis and to derive results through statistical measures. From the study, it was found that taste and smell are the most significant factors to affect purchase intention of noodles. Marketer need to take care of these factors while devising their marketing plan so that to expose consumer with taste and smell variables. Sound and visual are also important factors and resulted as moderately significant. Marketers need to take care of these factors while devising promotional designs and plans. On the contrary to our expectation touch came out to be insignificant for noodles purchase intention.