Research proposal

Research Proposal
(Coursework B)

TABLE OF CONTENTS
Introduction......................................................................................................................................3
Research background.......................................................................................................................3
Literature review .............................................................................................................................4
Research Design and Methodology.................................................................................................7
Timetable .....................................................................................................................................10
REFERENCE.................................................................................................................................12
2

INTRODUCTION
The concept of 'sensory marketing' has emerged as an important area of study within the
marketing discipline and brand management. In the same way, the significance and the attention
paid to this concept during the last few years with respect to sensory theory has remained vague
(Bhattacharyya, 2006). Therefore, with the help of present research proposal, the objective is to
study the concept of sensory marketing. Research proposal has been presented in three sections.
First section consist of Research Background which depict the problem, aims and objectives of
research being undertaken. It gives the guideline for carrying out study. The second section
consist of report that is prepared by presenting brief Literature Review. In the third section,
research methodology which will be applied to the project will be provided.
RESEARCH BACKGROUND
Research problem
Defining the problem is often the challenging step in the research process. Therefore,
formulation of the research problem will be done in respecting the general problem of the study.
The main objective of carrying out an analysis will be to answers the questions. It is all about
finding a solution for the issue which is about putting the sensory marketing which is a
theoretical concept in practical world of industry for influencing customers.
Research aims
The aim of the current research proposal is:
“To study the impact of sensory marketing on consumer behavior”.
Research objectives
Given below are research objectives for the current investigation:
 To study the concept of sensory marketing.
 To assess the impact of sensory marketing on consumer behavior.
 To recommend appropriate ways to apply sensory marketing activities to influence
customers.
Research questions
 What is the concept of sensory marketing?
 What are the impact of sensory marketing on consumer behavior?
3

 What are the ways to apply sensory marketing activities to influence customers?
Research significance
The significance of conducting the present research is to study the current attributes of
the sensory marketing that are used by different organizations of UK. The study will be
conducted to ascertain the interrelationship with the general awareness and general thought for a
specific sensory marketing (Hussain, 2011). Along with this, the researchers will focus on
investigating various ways of doing sensory marketing and its application in the influencing
customer buying behavior. The core lies in achieving the better performance through effective
business activities.
LITERATURE REVIEW
Sensory marketing
According to Raz, C. and et.al (2008), Sensory Marketing is a new marketing concept
that is exploited by modern marketers to attract the consumers by galvanizing their senses. Many
restaurant businesses employ sensory marketing tactics to stimulate the buying decisions of
consumers by enhancing their sensory pleasures (Raz and et.al, 2008). Unlike traditional
marketing tactics which focus on improving features and benefits of the product and service
offering, sensory marketing strategies concentrate on building emotional connection with the
customers by engaging all the five senses. In the words of Mueller and Szolnoki (2010), it has
been observed in studies that an individual can recall the memory of a particular situation,
product, brand, person, surrounding, etc (Mueller and Szolnoki, 2010). when all of his senses are
engaged. Sensory marketing is categorized into five divisions based on the five senses. These
categories are briefly discussed in the following points:
 Visual Marketing (Sight) : Sight is the most critical sense when it comes to sensory
marketing. As stated by Raghubir (2010) the physical aspects related to product or
service presentation such as color, shape, form, design, signs, lighting and layout help in
making impressions of a brand in customers minds (Raghubir, 2010). For instance : The
red and yellow colored logo of Mc Donald's is easily recognized by customers.
 Olfactory Marketing (Smell) : It involves the sense of smell. It has been researched that
75 percent of human emotions are produced by smell. Many food companies make use of
4