Author(s): Bhatt Anand Y and Prachi Sharma
After 1970s, every year a new strategy was evolved and developed and still this evolution is witnessed in the business practices. Nowadays, the consumers seem to be fond of innovative and new products which they want to experience. The concept of sensory branding is quite new in the area of marketing. There have been some studies that have been focused on sensory branding and its significance and how the environment stimulus and the customer in emotional states are related but most of the researchers will limited either to the customers response or towards whether or not they are aware about the sensory marketing techniques. There is no reported research on sensory marketing techniques and its effect on customers of Pune region in particular. This study has been undertaken looking at the existing gap in the body of knowledge. The aim of the paper was to find the impact of gender on Sensory marketing activities.