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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
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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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Journal of Xi'an University of Architecture & Technology
Volume XII, Issue V, 2020
ISSN No : 1006-7930
Page No: 3549