The Impact of Sensory Marketing: Analysis of its Attributes Towards Online Perfum Users’ Behavior

Abstract

Purpose: The tendency of consumers to purchase online today is enormous and requires the role of sensory marketing in providing a positive and memorable experience to all. In addition, since sensory marketing whether in online or offline settings can unconsciously govern shoppers’ judgement and purchase behavior, this paper aims to understand how multi-sensory information processing in the online environment is diverted from offline in the cosmetic perfume industry by leveraging previous research to analyze its effect on offline stores and emphasizing the present study on online retail stores. Theoretical framework: The research study conducted by Petit et al. (2019) attempts to explore more about digital sensory marketing and multisensory technologies. However, offline and online settings would have different effects and since perfume products require the use of our senses, there would be obstacles that prevent us from using our senses when sold online. This requires us to understand sensory marketing in the online shopping environment. Design/Methodology/Approach: This paper uses an exploratory study approach to gain in-depth understanding of the topic. The qualitative study is essentially built on primary data sources, through naturalistic observation and semi-structured interviews with 9 Generation Z individuals who are Indonesian citizens and have undertaken frequent perfume purchases online. A snowball sampling method was used in finding respondents for this study while interview results were analyzed using thematic analysis. Findings: The paper highlights the significant impact of sensory marketing through the use of sensorial cues, sensorial attributes, and individual differences in sensory perception. Ethical considerations when utilizing sensory marketing are also being emphasized throughout this study. Research, Practical & Social implications: Results of this study can encourage future research to help bring benefits for website/internet site designers, content managers, online perfume retailers, as well as academicians in general. Originality/Value: This paper draws attention to the growing use of online channels by cosmetic perfume industry actors and sheds light on the importance of sensory marketing practices in affecting online user behavior by answering what and how questions using exploratory studies.