• Document: THE IMPACT OF SENSORY BRANDING (FIVE SENSES) ON CONSUMER: A CASE STUDY ON KFC (KENTUCKY FRIED CHICKEN)
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IMPACT: International Journal of Research in Business Management (IMPACT: IJRBM) ISSN(E): 2321-886X; ISSN(P): 2347-4572 Vol. 2, Issue 5, May 2014, 47-56 © Impact Journals THE IMPACT OF SENSORY BRANDING (FIVE SENSES) ON CONSUMER: A CASE STUDY ON KFC (KENTUCKY FRIED CHICKEN) SHARAFAT HUSSAIN Operations Manager, Tausch Technologies Pvt. Ltd., Hyderabad, Andhra Pradesh, India ABSTRACT Sensory branding is based on the idea that consumers are most likely to form, retain and revisit memory when their all five senses are engaged during the process of buying products or services. By going beyond the traditional marketing media of only sight and sound, brands are now taking advantage of all other senses to establish a stronger and longer-lasting emotional connection with consumers. This marketing strategy appeals to multiple senses and the efforts are multiplied, creating powerful brands with lasting consumer connections. This study reveals the impact of sensory branding on consumers of Kentucky Fried Chicken (KFC). This study analyses all five senses applied to KFC to identify the impact of each sense on consumer. The study was conducted using survey method and respondents were the people who have eaten KFC at least once in one of the thirteen outlets in the city of Hyderabad, India. A sample of 116 respondents was taken for analysis. The study concluded with the impact of sensory branding strategy by KFC and brings out the results, which can be adopted by marketers for the other products of same genre. KEYWORDS: Sensory Branding, Sensorial Marketing, Branding and KFC Branding INTRODUCTION For many marketers (and consumers), the affectivity, perception and pleasure are more important than the price, since many products are now technically similar: they have to be differentiated in another way. Sensory branding is based on the idea that human beings most likely to form, retain and revisit memory when all five senses (taste, smell, sight, sound and touch) are engaged. Sense, as per Oxford English Dictionary, is any of the faculties, as sight, hearing, smell, taste, or touch, by which humans and animals perceive stimuli originating from outside or inside the body. Keeping marketing in perspective, marketers started using these human instincts as a strategy to sell their goods or services by creating such environment that appeals to senses at the point of sale. Kotler (1973) defined the atmosphere of point of sale as “the creation of a consumption environment that produces specific emotional effects on the person, like pleasure or excitation that can increase his possibility of buying”. He considered the creation of this atmosphere as the most important strategic way of differentiation for retailers. As the cost of reaching consumers rises in the traditional media, competition for securing their attention increases likewise. Brands are struggling to compete in today’s crowded marketplace, strategic use of sensory information can provide a critical advantage. Sensory marketing strategy appeal to multiple senses, efforts are multiplied, creating powerful brands with lasting consumer connections. According to Lindstrom by using all the five senses “a total sensory experience would at least double, if not triple, the consumer’s ability to memorize the brand.” (Lindstrom 2005, p 23). Motive of sensory branding is to find ways to engage all consumer senses to strengthen the brand experience. Impact Factor(JCC): 1.3423 - This article can be downloaded from www.impactjournals.us 48 Sharafat Hussain ABOUT KENTUCKY FRIED CHICKEN (KFC) KFC (the name was originally an initialism for (Kentucky Fried Chicken) is a fast food restaurant chain that specializes in fried chicken and is headquartered in Louisville, Kentucky, United States (US). It is the world's second largest restaurant chain (as measured by sales) after McDonald's, with 18,875 outlets in 118 countries and territories as of December 2013. The company is a subsidiary of Yum! Brands, a restaurant company that also owns the Pizza Hut and Taco Bell chains. Harland Sanders, an entrepreneur who began selling fried chicken from his roadside restaurant in Corbin, Kentucky, during the Great Depression, founded KFC. Sanders identified the potential of the restaurant franchising concept, and the first "Kentucky Fried Chicken" franchise opened in Utah in 1952. KFC popularized chicken in the fast food industry, diversifying the market by challenging the established dominance of the hamburger. By branding himself as "Colonel Sanders," Harland became a prominent figure of American cultural history, and his image remains widely used in KFC advertising. In December 2013, there were 299 KFC outlets in India. As well as the standard KFC offerings, the chain sells a chickpea burger and hot wings with ch

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