effect of sensory marketing on consumer behavior in apparel industry · 2021. 8. 2. · marketing...

Effect of Sensory Marketing on Consumer Behavior in Apparel Industry

Dr. Pooja Sehgal Tabeck

Assistant Professor, Amity Business School, Amity University, Uttar Pradesh.

Abstract: - Consumers perceive their environment affects the way they feel and behave. This

paper aims to investigate how sensory marketing affects the consumer approach behavior in the

apparel retail industry. It aims to accomplish this through keeping a focus on the Mehrabian-

Russell Model of Stimulus, Organism and Response. The sensory marketing components

(visual, olfactory, tactile and auditory) form the stimuli aspect and therefore serve as

independent variables in this study. Further how these stimuli pass through internal responses

stemming from two states- affective and cognitive have been reflected thereby resulting in

approach-avoidance behaviors by the consumers. A descriptive research has been conducted by

collecting primary data from 279 respondents through a standardized questionnaire. The

findings of this study establish how store atmospheres affect consumer behaviors as well as

how internal responses motivate approach behaviors.

Keywords: Apparel Industry, Atmospherics, Sensory Marketing, Store Stimulus, Organism,

Response

Introduction: - The Indian retail scenario is undergoing some serious changes. In the past

decade, the apparel industry has transformed completely. Entry of international brands has

shifted consumer preferences to owning global brands from unbranded players. With India

being one of the fastest emerging economies, a population which is young and booming, the

Indian retail setting becomes a lucrative space. Much of this must be credited to social media

and extensive mass media promotions. A growth rate of 9.7 per cent, a GDP of over 7 per cent,

definitely proves to be beneficial for the Indian retail sector which is further expected to grow

at 2-3 per cent. Not only this, conducive foreign direct investment and trade policies have

contributed towards introducing more players in the market, making the Indian fashion

industry attractive for investors.

Apparel retail has also been subjected to increased acceptance amongst the retail categories

such that a more organized setup is definitely picking up. With the entry of big international

players, the apparel retail setup is not only becoming organized but also changing the various

processes of distribution, operations and supply chain more systematic. Because of this,

researchers are able to see how the products by themselves are becoming refined and improved.

While a boom of this being seen in tier 1 states, development of organized apparel retail is not

a far-fetched idea in tier 2 and 3 states as well. Broadly the Indian apparel industry is

segregated into menswear, womenswear and kids wear. Shockingly menswear has the biggest

market share and is leading with 41 per cent. Then the womenswear at 38 per cent and the

remaining 21 per cent is contributed by the kidswear. But with changing demographics and

increasing disposable incomes, a growth of CAGR 9.9 and 10.5 per cent is expected for the

womenswear and kids wear apparel. This will equalize the market shares of men wear and

womenswear to 38 per cent each and the kids wear will hold up the remaining 22 per cent.

With being subjected to such big changes in the retail setup, much of focus has been shifted by

Journal of Xi'an University of Architecture & Technology

Volume XII, Issue V, 2020

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marketers who were earlier product oriented to now the approach being moved towards being

customer oriented (Puccinelli et al., 2009). The market getting to saturated with increased

number of product offerings supported by a multiplied number retail stores as well, the shift

has been towards moving ahead of the product (Kotler 1974).

Value addition as a concept as picked up and marketers are focused on how to improve the

customer experience holistically. Much of it comes from subjecting the customer to a more

multisensory experience. Many companies have in the past gained competitive edge over

others just by adopting to this strategy. For example, Starbucks in the States cultivated its

unique space by virtue of having a solid sensory marketing program in place (Pine II &

Gilmore, 1999). As the enhanced focus on customer experience has become an important

element in the retail marketing strategy, the nuances of sensory marketing are also being

tapped into. Marketers are trying to deploy various psychological and behavioral models to

understand how the consumers behave when senses are activated. Much of the product

offerings and retail spaces are being designed such that they evoke receptivity at both cognitive

and emotional levels (Howes, 2013). While engaging the customer at various sensory touch

points does engage with the customer at conscious and subconscious levels, one of the main

functionalities is provides the marketer with is the differentiation it creates.

Engagement at a sensory level is subliminal enough for the consumers to distinguish between

brands and retails. Much of sensory marketing we see, is done by activated an individual sense.

Now this strategy is being transformed into providing a more holistic and congruent sensory

experience to engage the customers with. Marketers are increasingly recognizing the role of

store atmospherics in boosting the sales for the retailers (Milliman, 1982) and increasing

customer satisfaction (Bitner 1992). In fact, behaviors towards the store atmospherics has been

researched and it has been found how sometimes, this is more important than learning about

the attitudes and behaviors towards the offerings (Darden et al, 1983). Further, many studies

have shown how attributes pertaining to product variety, price, store location and layout can

have an impact in enhancing or tarnishing the image of the store. Many times a good store

image not only accentuates the brand equity but also can provide as a distinctive part which can

differentiate it from the competitors (Dodds et 3 al., 1991). In fact, store image is an important

parameter of the consumer decision making process as well as per many past studies. And due

to this marketers are striving towards enhancing the store environments in such that there is a

motivation on the consumers’ end to recall and promote loyalty. Researches have also

suggested how store atmospherics is a “competitive tool that can not only attract but maintain a

specific target market, especially, when the product and price differences are nominal”.

Many retailers now manipulate the sensory stimuli of music, color, lights etc in order to

achieve a desirable consumer purchasing behavior that is beneficial to the retailer. Further, how

store atmospherics can have an impact on the affective components of the consumers mind

such that they influence the purchasing intentions, spending, perceptions about the products

and quality and satisfaction has been researched (Babin & Attaway, 2000). Since, there is a

correlation between store atmospherics and buying behavior, it becomes necessary to present

this relation with the help of a framework. Mehrabian – Russell model, also known as the

“environmental psychology model”, delves into the external variables of store atmospheres and

applies it to retail spaces. The rationale behind the model is to understand whether the



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emotional state has any role to play in the exemplifying the behavior that has been stimulated

by the environmental variables. Therefore, further studies have studied and applied the

Pleasure, Arousal and Dominance (PAD) model with respect to the emotional states and

consumption patterns. Mehrabian and Russell (1974) were the first researchers to have

introduced the Stimulus, Organism and Response model (S-O-R), which for the first time,

depicted how external stimuli can be influenced by internal states and produce a behavior that

is either conducive or not conducive. Further, this was modified into three dimensions by

Baker (2002) consisting of ambient, design and social cues, which will also be taken up in the

literature of this paper as well. Many researches have portrayed how atmospheric stimuli

especially the ones who deal with ambient conditions have a significant impact on the affective

state of the consumers which can further result into behavioral effects (Chebat & Michon,

2003). Then, more dimensions were added to this, which consisted of consumer perceived

service as a result of the responses received by the consumers (Mattila & Wirtz, 2001). 4

Further, the emotional state was shown as a mediating variable between the two states of

pleasure and arousal with respect to the advertising done by the brands (Olney et al, 1991). One

of the biggest objectives that prevail in the retail industry consists of how a positive image can

be created in the minds of consumers such that the time spent within a store can be maximized.

In order to increase the numbers of sales of their stores, the attempts have been and should be

towards providing an optimum stimulation to the consumers in terms of the environment, as it

has been proved that an optimum environment plays a role in attracting people to the store.

Further, what should be the atmospherics strategy used should be in order to understand what

the optimum atmospherics mix should also be gauged upon. To explore these, it is imperative

to understand which sensory stimuli contributes towards which state resulting in consumer

behaviors that ultimately affect the satisfaction. To fulfill these objectives, this paper gauged

the relationship between the sensory stimuli with the emotions and cognitions induced by them.

Further, how the multisensory cues play a role in depicting the approach-avoidance behaviour.

The emotions were gauged as per the Pleasure, Arousal and Dominance (PAD) framework,

taking into account the pleasure part of it only. Cognition was based on understanding how the

multisensory cues play a role on the perceived price and quality of the merchandise.

Literature Review:-There are many definitions of environmental factors suggested in the

marketing literature, which reveal how the concept has undergone a considerable shift in its

meaning. In the literature of service marketing, it is widely suggested how atmospherics is a

considered a marketing tool (Kotler, 1974). He suggested that “the conscious designing of

space to create some effects in buyers that enhance his purchase probability “(Kotler, 1974).

Further, Bitner (1992) suggested that servicescapes refers to the environment in which services

are delivered and where the customers and service providers interact (Turley & Hoffman,

2002). In his paper, (Bitner, 1992) says that it is the “built environment” or the “manmade

physical surroundings as opposed to the natural or social environment.” The environmental

attributes consist of the lighting, colour, signage, the furnishings, the layout the décor and

temperature (Bitner, 1992). These attributes can be leveraged to affect the responses or actions

from customers and employees positively or negatively (Bitner, 1992). Thus, there is evidence

to say that atmospherics contain an element of emotional orientation which is portrayed

through a space (brand store) which may be designed such that it can affect the stakeholders of

the brand. Also, the atmosphere qualities of a store essentially attribute to how the brand gets

marketed from the sensory standpoint. To understand how atmospherics influence the reactions



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from customers, it is imperative to gauge what literature suggests in terms understanding the

impact of environmental factors in a retail setting. Literature and empirical findings support the

existence of a positive relationship between environmental stimuli changes and consumer

behaviour (Turley & Hoffman, 2002). An individual’s response towards this can range from

three dimensions can range between emotional, physiological and cognitive. (Skandrani et al.,

2011). Emotional, as per the Meherabian – Russell model of PAD i.e. Pleasure, Arousal,

Dominance, physiological as per the degree of comfort and cognitive includes the attitudes and

beliefs towards the same (Skandrani et al., 2011).

2.1 Stimulus-Response (S-O-R) Model The S-O-R model was originally developed by

Mehrabian and Russell in 1974 in order to highlight how the attributes of a store influenced

consumer behavior. This model was modified many times further, but (Belk, 1975) applied and

revised it in his significant paper with respect to the apparel retail setting and consumer

responses towards the same. Then, variables that define and influence consumers’ purchase

decision making in retail environments were further included to the modifications to the model.

The original model suggested by Mehrabian and Russell in 1974 defines stimulus as something

which affects the “internal state of an individual” (Chang et al., 2015). The conceptualization

of stimulus is that, which arouses, stimulates to action, or increases action has been accepted in

literature. When referring to a consumer decision making process, the stimulus can be similarly

conceptualized as those external factors associated with the store environments. Within the

modified S-O-R framework, stimulus refers to the influence that stimulates the individual and

is the factor that affects internal and organism states (Eroglu et al., 2001).

Figure 1: Conceptual Framework

The first researches who, applied the S-O-R model as an area of implication and further studies

were Donovan and Rossiter (1982). In their study, they found a positive relation between

external stimulus and behavioural aspects of consumers mainly in two affective dimensions of

pleasure and arousal. Then this model was modified with another state getting incorporated

alongside emotional state. This state was the cognitive state, and basically, through this paper



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they suggested how these two states can have an effect on the buying behavior and purchasing

outcomes of the consumers (Eroglu, 2001). They were also credited with laying the

foundations for the empirical extension and application of S-OR model into virtual retailing or

e-retailing as well. In both kinds, physical store or web store atmospherics, researchers were

able to support empirically how atmospherics has an effect on consumer attitudes, satisfaction

and approach and avoidance behaviours. There studies show how there is a significant impact

of atmospherics towards consumer attitudes and satisfaction by virtue of the affective state of

the consumer during their shopping period. In this study, sensory variables are used as stimuli

to see if they provide stimulation towards internal responses, in both states and lastly towards

approach-avoidance behaviours. In the original SOR model, the organism part is known as the

internal processes which mediate between the external stimuli and the responses that get

created by it. Therefore, consumer satisfaction is a part of the organism bit, as is any internal

stimuli whether favorable or not. As per the SOR model, it constitutes two states of being – the

emotional state and the cognitive state in accompaniment of the processes which support these

states and the stimuli and responses as well. But this study will take into account the emotional

states of being either in pleasure or displeasure as the organism part barring the cognitive part

as that is an antecedent to the behaviors being received. Bagozzi (1986) referred the responses

part as the “action that the customer takes towards the organism” part. This refers to the

reactions received by the consumer. This could further range from being both psychological or

behavioral in nature (Sherman et al., 1997). In this study these behaviors are known as

approach or avoidance behaviors and are shown through various actions that the customer is

capable of which is reflected through their satisfaction levels, the time spent in the store, the

actual purchase or not, their patronage etc. This model has been further modified by including

factors like perceived value which serves as mediator between emotional responses and

behavioral intentions. In one study, it was shown the type of emotions whether positive or

negative had indirect effects on perceived value of the service (Liu, 2009). A positive emotion

showed greater chances of perceiving value and vice versa. As part of the P-A-D model, the

pleasure and arousal components were known to have some functional benefits to marketers

and researches; the dominance component is slowly heading towards becoming redundant in its

utility. While the pleasure and arousal components started to be treated as the cognitive and

emotional states, dominance was subjected to be treated as more of a conative concept (Bakker

et al., 2014). As a modification to this model, another research Singh (2006), further added

consumer experience within the preview of S-O-R model and laid the foundations of consumer

perceived value in order to find out how this played a role in understanding the different

shopping motivations of consumers. The original model was criticized and contradicted by

Jacoby (2002), due to the lack of cohesiveness, frugality and flexibility that he felt the model

lacked. In the model provided by him, stimulus, organism and response were integrated and

then presented which was further studied and validated by Lindenberg and Steg (2007).

Research Methodology :-This paper will investigate how sensory marketing affects the

consumer approach behavior in the apparel industry. It aims to accomplish this through

keeping a focus on the Mehrabian-Russell Model. A descriptive research has been carried out

by collecting primary data on various dependent and independent variables on a five point

likert scale, The framework is based upon SOR model and takes into account the sensory cues

of Light, Music, Temperature, Odor and Color, all of which are pertaining to the various

atmospherics of visual, auditory, tactile and olfactory. These are also the independent variables



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in the research. Further, these independent variables are put through the Internal Responses of

the consumers through the two states of affective and cognitive which play a crucial role in

further defining the consumer behavior. Behaviors have been specifically gauged basis four

variables that comprise of the approach and avoidance behaviors. A positive of each variable

are approach variables and the corresponding unfavorable bit in terms of isolation, negative

outlook, non-purchase and dissatisfaction are termed as avoidance behaviors. However, for this

study the approach behaviors are the basis for further study. These four variables are 15 the

dependent variables in this study. Primary data basis the demographical variables of Age,

Income, Gender and Occupation were taken such that the objectives of the study could be met.

Primary research has conducted through getting questionnaires filled from the target audience

who fall under the age bracket of 20-40 who have had an apparel shopping experience in Delhi

NCR. The data has been collected through the non-probability based convenience sampling

method from a sample size of 279 respondents. Validity and Reliability of the questionnaire

across all 30 items was seen through conducting a Cronbach Alpha test. Further to test the

normality of the data, Kolgomorov-Smirnoff and Shapiro-Wilk’s Tests were conducted. Since

the data received was non-normally distributed, non-parametric equivalent of One Way

ANOVA i.e. Kruskal- Wallis Test was conducted.

Data Analysis: - Demographic Analysis:- The following are the results obtained from the

demographics data from the data collection from 279 respondents. The main inferences are

presented below:

Demographics Description Frequency Percentage

Gender Male 142 51

Female 137 49

Total 279 100

Age 20 - 25 years 84 30

26 - 30 years 81 29

31 - 35 years 64 23

36 - 40 years 50 18

Total 279 100

Occupation Student 91 33

Employeed 130 47

Unemployeed 58 21

Total 279 100

Income Below INR 5 Lakhs

110 39

INR 5 - 10 Lakhs 50 18

INR 11 - 15 Lakhs 61 22

INR 16 - 20 Lakhs 27 10

Above INR 20 Lakhs

31 11

Total 279 100

A multiple regression analysis was conducted in order to validate the hypothesis, which

predicts a positive relationship of sensory store atmospherics and consumer behavior.



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As it can be seen from the R square value which indicates how the five predictors of

Light, Music, Colour, Temperature and Odor atmospherics, explained 96% of the

variation in Consumer behavior. Further the standardized coefficients beta values show

how color has the highest impact on consumer behavior followed by odor, then music,

then temperature and lastly light. Further the significance level indicates that there is a

positive impact of all the predictors on Consumer Behavior. This validates the

hypothesis.

Model Summary

Model R R Square Adjusted R Square Std. Error of the Estimate

1 .832a .692 .686 .28167

a. Predictors: (Constant), Odour, Light, Colour, Temperature, Music

Coefficientsa

Model Unstandardized

Coefficients

Standardized

Coefficients

t Sig.

B Std. Error Beta

1 (Constant) 1.237 0.112 11.034 0

Light 0.283 0.052 0.349 5.45 0

Music 0.223 0.053 0.292 4.18 0

Colour -0.028 0.042 -0.04 -0.661 0.509

Temperature 0.226 0.047 0.294 4.861 0

Odour 0.002 0.049 0.003 0.048 0.962

a Dependent Variable: InternalResponse

Table : Multiple Regression Analysis



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Figure 2: Regression Path from S-O

The multiple regression analysis conducted to understand whether the conceptual

framework used in Figure 1, is following the same path as suggested which is in the

direction of S->O->R in compliance with the SOR model. As it can be seen from table ,

the R square value of 0.692 indicates how the five predictors of Light, Music, Colour,

Temperature and Odour atmospherics explain 69.2% of the variation in Internal

Responses of the consumers. Further the significance values of the coefficients table it

can be seen that all predictors except colour and odour are statistically significant and

their beta values show a positive relationship towards Internal Responses.

Model Summary

Model R R Square Adjusted R Square Std. Error of the

Estimate

1 .791a .626 .623 .42719

a. Predictors: (Constant), Cognitive, Affective

Coefficientsa

Model Unstandardized

Coefficients

Standardized Coefficients t Sig.

B Std. Error Beta

1 (Constant) 1.042 0.218 4.771 0



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Colour

Odour

Temperature

Music

Internal

Response:

Cognitive

Affective

Avoidance

Satisfaction

Purchase

Positivity

Time Spent

Light

Affective 0.756 0.036 0.805 21.056 0

Cognitive -0.083 0.052 -0.061 -1.585 0.114

a Dependent Variable: CB

Multiple Regression Analysis

Figure 4: Regression Path from O-R

Further, to test the regression path of the model using multiple regression analysis of

internal responses which are both cognitive and affective depicting a relationship

between internal responses and consumer behaviors. It can be seen from the R square

value of 0.626 which indicated how the two predictors of affective and cognitive

responses can explain 62.6% of the variation in the consumer behaviors. The

coefficients table also depicts that affective predictor has a significant value and a

positive impact on consumer behavior given its positive beta value. But, the cognitive

predictor is statistically not significant for the study given the significance value of

0.114 which is higher than 0.05. Further, it can also be seen that the standardized

coefficient beta value is -0.061 indicating that it does not positively impact the

consumer behaviors.



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Conclusion: -It has been established how store atmospherics play a big role influencing

consumer behaviors towards the retailers. There is not only a growing interest in this area, but

also many studies are being done owing to its dynamic and evolutionary nature. Various visual,

olfactory, auditory and tactile atmospherics affect the perceptions and behaviors, but influence

the buying and customer experience greatly when provided in a combined or congruent way.

Limitations and Future Scope: - The body of this research is applicable across big retailers

taken into account the geographical setting and the areas where the data collection was

performed for this study. Therefore, a limitation to this study is that the results cannot be

generalized pertaining to varied conditions, consumer behaviors, type and scale of retailers

being diverse. A future scope would be to apply different sensory cues to different retail

conditions and analyze the behaviors. While examining the atmospherics, visual, auditory,

olfactory and tactile atmospherics were taken into account. Given the scope of the study

gustatory atmospherics were not included. However, for future research, gustatory

atmospherics can be used to gauge consumer perceptions and behaviors in the retail settings.

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