IMPACT OF SENSORY MARKETING ON THE PURCHASE DECISION: A PERCEPTUAL ANALYSIS IN THE BEAUTY SECTOR
Abstract
The advancement of the cosmetics industry—marked by constant innovation and increasingly discerning consumers—underscores the importance of studying how sensory stimuli influence purchasing decisions. This study focuses on examining the impact of sensory marketing, applied both to products and retail environments, on product choice and store loyalty. To this end, a questionnaire was developed for cosmetic users, including questions about the perception of scent, touch, color, and other stimuli. The results show that smell is the most influential sense in purchase decisions, followed by touch; however, the importance of each stimulus varies by product category, highlighting the need for tailored strategies. The research demonstrates a direct relationship between sensory marketing and buying behavior: by engaging the senses, brands create meaningful experiences, increase perceived value, and differentiate themselves from competitors, thereby greatly enhancing their chances of becoming the consumer’s preferred choice and strengthening customer loyalty.
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Copyright (c) 2026 Adriana Cruces-Navarro, Almudena Barrientos-Báez, David Caldevilla-Domínguez
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