The use of Sensory Marketing and its effect on Consumer Behavior

The purpose of the paper is to present a new concept in marketing field and explain how the usage of this concept can influence the customer sales in the Russian and Indian luxury markets. The target company for this thesis is Rado, Switzerland luxury watches company, which is a part of International Swatch Group. In the paper authors state a hypothesis that the use of sensory marketing can increase Rado's customer sales in the Indian and Russian luxury markets. The goal here is to find out if the hypothesis is right or wrong. The tools that authors are going to use are survey, observations, interview and up-to date report and books about sensory marketing and luxury watches markets. The new concept of marketing is called sensory marketing. This is a relatively new name in global marketing industry, which was started in USA . The main tools of it are presented by five senses of human beings. The basis of the new theory is about consumer behavior according their senses' experience of any brand. The main idea of usage this concept is to reflect human senses in marketing strategy of a brand. The more senses a company uses in its strategy the better for its sales.