Understanding the Impact of Sensory Cues on Consumer Behaviour in the FMCG Sector

Abstract

This study investigates the influence of sensory cues—visual, auditory, olfactory, taste, and touch—on consumer behaviour within the Indian Fast-Moving Consumer Goods (FMCG) sector. Understanding the growing relevance of multisensory marketing, particularly in markets with cultural diversity like India, the study seeks to find how various sensory cues affect consumer impressions, preferences, and purchase behaviour. The study uses regression analysis to investigate the individual and combined effects of sensory modalities by means of an extensive literature review and empirical data gathered from Indian consumers via structured surveys. While taste cues have no statistically significant effect in this context, results show that visual, auditory, olfactory, and tactile cues greatly influence consumer behaviour. The results show how strategically important sensory marketing is for producing unique and emotionally compelling brand experiences. For FMCG companies looking to use sensory techniques to improve consumer involvement and brand loyalty, practical ramifications are provided. Focusing on the Indian FMCG market, the study closes a significant knowledge vacuum in sensory marketing literature and offers ideas for both academics and business practitioners.

Keywords: Sensory Cues, Consumer Behaviour, FMCG, Olfactory, Brand Loyalty

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