A Study on the Influence of Sensory Branding on Consumer Memory and Recall with Special Reference to Tiruchendur Area

Abstract 

Sensory branding is increasingly used by marketers to enhance consumer memory and brand recall by stimulating the senses—sight, sound, smell, taste, and touch. This study examines the impact of sensory elements on consumer behaviour, memory formation, and long-term recall. A descriptive research design was adopted, and data were collected from 120 respondents through a structured questionnaire. Percentage analysis, mean, standard deviation, and chi-square tests were used for analysis. The findings reveal that visual cues such as logo design and colours strongly influence brand recall, while sensory experiences like ASMR audio, scents, and packaging textures also shape consumer perception. The study recommends the strategic use of consistent multisensory cues to strengthen brand identity and improve recall. 

Keywords: Sensory Branding, Consumer Memory, Brand Recall, Multisensory Marketing, Consumer Behaviour, Tiruchendur Area.