THE POWER OF TOUCH: A STUDY OF TEXTURE AS A SENSORY BRANDING ELEMENT INFLUENCING CONSUMER PERCEPTIONS IN MUMBAI
Fuente:
Zenodo
Salvato in:
| Autori principali: | , |
|---|---|
| Natura: | Recurso digital |
| Pubblicazione: |
Zenodo
2026
|
| Accesso online: | |
| Tags: |
Aggiungi Tag
Nessun Tag, puoi essere il primo ad aggiungerne!!
|
| _version_ | 1866901573266833408 |
|---|---|
| author | Ms. Bhumika Chauhan Dr. Pooja Ramchandani |
| author_facet | Ms. Bhumika Chauhan Dr. Pooja Ramchandani |
| contents | <p><strong>Abstract</strong><br>In today’s competitive marketplace, brands increasingly rely on experiential factors to influence consumer perceptions. Sensory branding focuses on engaging consumers through the senses; however, the sense of touch has received comparatively less academic attention. This study examines texture as a sensory branding element and its influence on consumer perceptions in Mumbai. Texture is experienced through physical interaction with products, packaging, and service environments, and it plays an important role in shaping consumers’ judgments and emotional responses. The objective of this research is to understand how tactile experiences affect consumers’ perceptions of quality, trust, and overall brand image. The study is based on primary data collected from consumers in Mumbai using a structured research approach. Quantitative methods are applied to analyze consumer responses and identify patterns related to texture-based sensory cues. Primary data was collected from 73 respondents in Mumbai using a structured questionnaire and analyzed using descriptive statistical techniques. The findings indicate that texture has a significant impact on consumer perception and contributes positively to brand evaluation. Consumers tend to associate favorable tactile experiences with higher quality and stronger brand reliability. The study also observes that the influence of texture varies across product categories and individual preferences. This research contributes to the field of sensory branding by emphasizing the strategic importance and power of touch in consumer decision-making. The findings offer practical insights for marketers and brand managers to design effective tactile experiences that enhance brand perception. The study highlights the need to integrate texture into branding strategies, particularly in urban markets such as Mumbai.<br><strong>Keywords:</strong> Sensory Branding, Sensory Marketing, Texture, Tactile Experience, Consumer Perception, Brand Image, Perceived Quality.</p> |
| format | Recurso digital |
| id | zenodo_https___doi_org_10_5281_zenodo_19606503 |
| institution | Zenodo |
| language | |
| publishDate | 2026 |
| publisher | Zenodo |
| record_format | zenodo |
| spellingShingle | THE POWER OF TOUCH: A STUDY OF TEXTURE AS A SENSORY BRANDING ELEMENT INFLUENCING CONSUMER PERCEPTIONS IN MUMBAI Ms. Bhumika Chauhan Dr. Pooja Ramchandani <p><strong>Abstract</strong><br>In today’s competitive marketplace, brands increasingly rely on experiential factors to influence consumer perceptions. Sensory branding focuses on engaging consumers through the senses; however, the sense of touch has received comparatively less academic attention. This study examines texture as a sensory branding element and its influence on consumer perceptions in Mumbai. Texture is experienced through physical interaction with products, packaging, and service environments, and it plays an important role in shaping consumers’ judgments and emotional responses. The objective of this research is to understand how tactile experiences affect consumers’ perceptions of quality, trust, and overall brand image. The study is based on primary data collected from consumers in Mumbai using a structured research approach. Quantitative methods are applied to analyze consumer responses and identify patterns related to texture-based sensory cues. Primary data was collected from 73 respondents in Mumbai using a structured questionnaire and analyzed using descriptive statistical techniques. The findings indicate that texture has a significant impact on consumer perception and contributes positively to brand evaluation. Consumers tend to associate favorable tactile experiences with higher quality and stronger brand reliability. The study also observes that the influence of texture varies across product categories and individual preferences. This research contributes to the field of sensory branding by emphasizing the strategic importance and power of touch in consumer decision-making. The findings offer practical insights for marketers and brand managers to design effective tactile experiences that enhance brand perception. The study highlights the need to integrate texture into branding strategies, particularly in urban markets such as Mumbai.<br><strong>Keywords:</strong> Sensory Branding, Sensory Marketing, Texture, Tactile Experience, Consumer Perception, Brand Image, Perceived Quality.</p> |
| title | THE POWER OF TOUCH: A STUDY OF TEXTURE AS A SENSORY BRANDING ELEMENT INFLUENCING CONSUMER PERCEPTIONS IN MUMBAI |
| url | https://doi.org/10.5281/zenodo.19606503 |