Volume : IX, Issue : VI, June - 2019

Role Of Sensory Elements In Advertisements For Branded Hot Beverages (Tea/Coffee)

Dr. Deepa Nair, Ms. Snigdha Bose

Abstract :

This study focusses on the influence that the sensory cues (touch, taste, smell, sound and visual) in TV and digital advertisements have on the creating the urge to drink the particular and of Tea / Coffee. This study further explores whether the urge to drink the Tea/ Coffee converts to actual purchase behavior. The sample comprised of 100 respondents from the urban location of Navi Mumbai and were those who purchased both tea and coffee. The proposition to be proved in the study is as below– Sensory Inputs in advertisements ____ urge to drink tea/coffee ____ purchase The results proved that advertisements were vicariously able to create the visual and auditory images and also the feeling of smell in the case of hot ews like tea/coffee. Also, there was a high correlation between the urge to drink the tea/coffee and the actual purchase of the and.

Keywords :

Article: Download PDF   DOI : 10.36106/ijar  

Cite This Article:

ROLE OF SENSORY ELEMENTS IN ADVERTISEMENTS FOR BRANDED HOT BEVERAGES (TEA/COFFEE), Dr. Deepa Nair, Ms. Snigdha Bose INDIAN JOURNAL OF APPLIED RESEARCH : Volume-9 | Issue-6 | June-2019

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