The role of sensory branding in creating experiential value for Pakistani consumers

Abstract

The concept of sensory branding seeks to vitalize the branding literature by providing intelligible insight into the behavior of consumers with emphasis on the role of sensory cues. Human conduct undergoes radical transformations, the rate and complexity of behavior cannot be defined by one definition. Sensory cues continuously shape our behavior and everything done by consumers varies according to stimuli processed. In the chaotic world of sensory cues, sensations are a resultant which contribute to somewhat orderly thought and become perspectives. These perspectives then help to construe a behavior which then determinates the experiential value. To investigate this phenomenon of sensory cues in a Pakistani perspective the industry chosen was the coffee services. The present study was done by first developing conceptual underpinnings with the help of already existing literature on sensory branding and contemporary practices. The literature review then pointed out to the exploration of the phenomenon within a Pakistan context. For this purpose a qualitative study was done which employed the use of in-depth interviews. The interviews revealed that for a post modern Pakistani consumer taste is a fundamental aspect of a service. Sight and aroma then appeared to be of prime importance. The research further suggests the probing of cognitive responses of behavior for future studies.