View of TO STUDY THE IMPACT SENSORY MARKETING IN BEAUTY PARLORS OF INDORE: USING SENTIMENT ANALYSIS

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Vol. 05,Special Issue 03, (IC-WESD-2020) March 2020, Available Online: www.ajeee.co.in/index.php/AJEEE

TO STUDY THE IMPACT SENSORY MARKETING IN BEAUTY PARLORS OF INDORE:

USING SENTIMENT ANALYSIS

1Seema Ghadge

Asst. Professor, Sage University, Indore

2Shivam Bhardwaj

Asst. Professor, Sage University, Indore

Abstract:- The purpose of this study is to outline and discuss how beauty salon owners succeed in creating desire among customers by implementing sensory marketing in their premises in Indore and how the sensory marketing impacts differently on women depending on their generation. The concept of sensory branding is, using all sensory elements to attract customers and create a long lasting experience. A detailed description for each human sense is given by authors. Details about their characteristics, their importance in the buying process and their role to attract customers are explained with the help of literature reviews. Our research consists in the elaboration and the administration of a questionnaire for women between 15 and 50. After using secondary data and assuming hypotheses, the questionnaire enables to revise or not the theory and was built according to observations that have been made in beauty salons. The analysis of data obtained through questionnaire is done using Sentiment analysis tool. Beauty parlors can take advantage of these findings to implement efficient sensory practices in their outlet, affecting accurately the target generation.

1. INTRODUCTION

“An individual‟s Personal beauty is far greater recommendation than any kind of letter of introduction.”

(Aristotle) Even in the times of Aristotle, beauty was an admired and desired character. Beauty has always been placed on a top priority since the Ancient Egypt. From the perfumed oils in 3000 BC, chalky face and red lips during Renaissance, to the “plastic” era in the 21st century, aesthetic has much evolved. In our contemporary society it seems to be more important than ever, while even men are becoming sensitive to their own beauty. This development of individualism is responsible of this growing trend.

No undoubtedly, every person is in search of beauty, attempting to impress others by his appearance rather than by his personal characteristics. The ageing of population is also confirming this tendency: ageing people want to keep a young appearance thanks to many creams, anti-ageing products, beauty care against wrinkles, etc. The cosmetics industry took advantage of this natural phenomenon and saw in it a new growth driver, creating new needs for consumer (Menesguen, 2010).

For these two main reasons, the aesthetics market is constantly growing all over the world. According to the report by Zion market research, international beauty salons market was growing at around 128.59 billion USD in 2017 and is expected to grow around USD 190.81 billion up to 2024, which growing at a rate of approximately above 5.80%

between 2018 to 2024. The Beauty parlor Business in India is growing fast at 15-20%

annually.

The retail beauty market in India is estimated at USD 950 million is expected to reach at USD 2.68 billion up to 2020. The beauty market in India is expected to become the major contributor to Indian beauty industry which consists of salons, cosmetic products, treatment products. The Indian beauty Industry has done a tremendous growth in quite few years due to growing beauty concerns among both men and women.

Thanks to this tendency, the natural beauty market is healthy, dynamic and suggests a promising future. Among the European countries, the French market is one of the fastest growing with a great demand of “chemically-clean” cosmetics. We can be the witnesses of a prompt development of biological or natural labelled products. The most famous label is Ecocert, organization which control the ingredients of a product, to make sure it had been produced in a biological way.

Without being necessarily biological, the mention “Fair trade” can be affixed to some products. This organization helps Third World producers by buying them raw materials and so, guarantees a better deal for them. Fair Trade products are rather ethical than biological.

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Yet, these promising facts also mean growing competition. With brilliant forecasts, many companies grasped the opportunity of entering this profitable market and are now becoming numerous facing a market with a small consumers‟ segment.

To face up to this hard competition, it is necessary to resort to marketing strategies and techniques to woo customers and get a competitive advantage. One of the most effective techniques to attract customers is point-of-sale display and especially sensory marketing.

Shortly, sensory marketing is a “marketing that engages consumers‟ senses and affect their behaviours” (Krishna, 2010). This thesis will mainly focus on the principles and techniques of sensory marketing and the ways to use it the most efficiently on the targeted customers.

2. REVIEW OF LITERATURE

As the traditional methods of branding and advertising are becoming lesser effective the marketers are searching for new innovative marketing ideas and experiential branding is one of them. (Lab Brand Innovations, n.d.). Define Experiential branding as “a process through which brands create and allow sensory interactions among consumers in every aspect of the brand to emotionally motivate their preferences and to improve their perceptions of the brand” Gunelius (2013) says that there are three main basic ways to motivate people to do things: coercing them, motivating them or inspiring them.

The most interesting way through which people are ruled is by emotions. Some type of emotions is the catalyst to a purchase decision. That‟s the reason an organization which focuses on building a brand based emotions is more likely to become successful. Customers in present time are not satisfied by traditional approach. What they really want is products, services, and branding campaigns that attract their senses, touch their hearts, and capture their minds. They want product, experiences and brands that they can relate to and that they can incorporate into their lifestyles. They want campaigns to deliver an experience.

The extent to which an organization is able to produce a desirable experience - and to use information technology, brands, and communications to do so - will determine its success in the market of the new decade. Bertil Hulten & Niklas Broweus (2009) argue that traditional marketing and customer relationship management are unable to produce the satisfactory ways in which a marketer should attract its consumers in a more personalized way in the present scenario. They give least importance to the sensory experience of five senses i.e.. Sight, Smell, Taste, Touch, and Sound through which we engage and communicate with the customer.

Martin Lindstrom (2005) has advised the organizations to return to the basics of marketing and identify the actual desire of humans on an ordinary day to day basis (Anandkumar, 2008). Two terms at once come in the mind - “emotional bonding” and

“appeal to the customers on an everyday basis”. Lindstrom & Kotler (2005) have argued that a customer is mostly attracted towards a brand, or any other thing, depending on the sensory experience it provides. Lindstrom & Kotler stress out that means the whole understanding of the world is experienced and learned with the help of the senses; they also remind that our senses are our connections to memory and can tap right into emotion.

As Dictionary.com‟s definition says Sense is:” Any of the organs, such as sight, hearing, smell, taste, or touch, through which living organisms receive stimuli originating from outside or inside the body”. Jay krishnan S. (2013) has studied how major companies target the five senses to create a strong brand identity. According to him, sensory branding has huge scope and it is an art as well as science for creating a Brand image. Sensory branding carries huge potential in the future. Aiquing Tang (2014) has studied the effect of sensory branding on apparel stores.

He observed that sensory branding tries to establish sensory experience through senses like sight, hearing, touch, and smell. It distinguishes the company from others. C.

Sunil (2012) defines sensory branding as “Promoting a product in a way that appeals to the senses of the customer. A product which is suitable to the senses gets attached to the customer‟s emotions (Annica Isacsson, 2009).Multisensory branding involves various bodily senses in a product which promote the activities.

“Kahn Consulting emphasizes it as the purposeful design and deployment of the interaction between the senses in order to stimulate a consumer‟s relationship with a brand; (BJ Pine, 1998)Branding through senses (Sensory Branding) is relevant for most of the products and services in the market. As products and services have been commoditized, the experiences that companies create among the customers will matter most. Sensory

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branding has a critical role to play in creating these experiences. While showing the importance of senses, Lindstrom (2005) pointed out the most basic points which most of the humans do not recognize while doing every day: We sniff the milk before drinking it, we smell the slightest indication of smoke and act accordingly.

Our sense of smell keeps us protected by helping choose fresh and avoid rotten food). Lindstrom in his book Brand Sense, says that “most of our understanding of this world is experienced through senses; these senses are our link to memory. Sensory organs play an important role in creating and building an image of the brand.(Pines, 1995) In her study of the role of sensory organs, particularly smell writes that “Anything we see, hear, feel, smell or taste involves billions of nerve‟s to flash messages immediately along linked pathways and in the brain, performing complex calculations that scientists have only begun to study".

According to Lindstrom (2009) visuals work more effectively if they can be joined with other senses like touch or scent. He assumes that the combination of smell and sounds has a lot of potentials and this combination can affect consumer behavior better than what sight alone can do. Many studies reveal that pleasant smell and music generate pleasant moods. The senses have different responses depending upon the age, gender, cultural background of the customer, etc.

Agapito (2012) Studied the role of senses in tourist experiences. The study finds that Sensory appeal in the offerings has not yet been considered as essential by even the world‟s top companies, nor have they analyzed the major potential that sensory branding can make the businesses to tap. The involvement of the senses has an essential role in the individual consumption pattern. The advantage of sensory branding is to achieve brand awareness through multi-sensory experience, consistency, and effectiveness that can link consumers‟

memories. The aim of sensory branding is to generate not only new customers but retaining customers. Agapito finds that all five senses seem important to tourists in order to have an intense experience.

Pham (2004) defines that those feelings are “the unavoidable medium of communication for humans‟ decision making. As soon as the consumer takes a decision on the basis of what they see, listen, smell, and touch in their environment they start transmitting their emotions as valuable signals (Kang, 2011).” According to Alpert and Alpert (1989), “feelings are general, pervasive, and generated frequently, and don't interrupt the on-going behavior. Feelings or moods are separate from emotions, which are generally more intense and are said to involve a cognitive component”. Studies show that mood has an impact on perception, attitudes, and behavior.

The role of the senses in the perception of the world has influenced attention from different areas, showing its multidisciplinary nature and importance(Agapito ,2012) . The beginning of the new era - the combination of marketing research, neuroscience and psychological reactions, has led to interesting results with neurological descriptions and articulated the prominence of the relationship between these three areas in the rise of sensory branding.

Literature in the different field shows that it is through „senses‟ humans auspicate the information from the surrounding world and make them experience the with everyday experiences, with which they understand the world and react to it accordingly. It is argued that to create awareness among future travelers and motivating them, tourism communication needs to appeal to all user senses also in spite of restricting only to the visuals which create feelings of authenticity and experience among customers and users (Annica Isacsson, 2009).

Sensory Branding is a relatively new trend in the hospitality sector but its true potential is not yet harnessed by marketers (Pawaskar P., Goel. M, 2014). That suggests sensory branding should be used by the different sectors of the industry to improve consumer experience which may lead to stronger brand identity and brand image in the long run. The marketer must know the importance of all the senses in detail, to reap the fruits in the form of results. For this, each sense has been shown in the following order.

 Sense of Sight

 Sense of Smell

 Sense of Hearing

 Sense of Taste The Senses of Touch

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Table1: Significance of each sense

** Modified Based on: Victor Anandkumar (2008).

It is also necessary to understand the meaning of brand image before moving further. Keller (1993) and Hung (2008) suggest that brand image is an idea about any brand which is linked to associations in customers‟ memory. Zhang (2015) and Kotler & Barich (1991) have said that brand image is a system of images and thoughts residing in human beings awareness, providing information about a given brand and consumers attitude towards it.

Pars & Gulsel (2011) underline that brand image is a consequence of various factors like associations linked with a brand name, buying experience, reputation of organization, advertising, etc. Brand image is also linked with brand identity. Upshaw (1995) treats brand identity as “the combination of words, images, ideas and associations generating the total brand image in customers”. According to Kall (2005), brand identity is shaped consciously by its owners and it aims at determining the meaning, intent and calling of a given brand. In other words.

Brand identity is created through the brand positioning potential customers‟ minds.

The brand image should be accepted by a broader community of a given company (external and internal) positively distinguishing itself from competitive brands on the market.

Sensory branding can be used as an essential tool to build a strong brand image of any product or service. The aim of sensory branding is to facilitate the systematic integration of the senses in the communication process, in the product and services.

The fundamental objective of sensory branding is to create a strong, positive and loyal bond between the brand and the consumer so that the latter returns to the brand repeatedly, ignoring as much as possible the products of the competition. This complete sensory synergy produces a domino result. Just as sensations are stored in mind, when a certain sense is activated, it will, in turn, trigger another sensation and so on, instantly triggering a whole string of memories and emotions. Achieving success using two elements is not all; the ultimate goal should be to create synergy involving all senses (Lindstrom, 2009).

Hence it can be inferred that sensory branding can be an important tool to create a positive brand image of an organization Customer gain experience through senses. This experience transforms into an image, which forms the conceptions and perceptions in mind about interactions and inputs in the services and this gives out the final outcome of sensory experiences within a brand perspective. This perspective gives rise to a person‟s belief

Sense Significance Significance

Sight (Visual Marketing)

Most seductive sense Often overrules the other senses

Colour plays an important role

Appealing environment Catches the customer attention Cleanliness influences consumers‟ willingness Sound (Auditory

Marketing)

Connected to mood

Only 4% of Fortune 500 brands use sound online

Role of music is important

Arouses feelings & desires for consumption So soothing and relaxing one Affects Spending

time Smell (Olfactory

Marketing)

Evokes memory, alters mood and influences choice

10,000 times more sensitive than taste

75 percent of human emotions are generated by scent

Relieves from stress Evaluate the quality Attached to past

memories

Taste (Gustatotry Marketing)

Sweet, salty, sour or bitter Hard to introduce but highly

effective

Develops linkage in the memory

Remembrance in future Unplanned purchases

Revisiting Thoughts

Touch (Tactile Marketing)

Skin is the largest organ in the body Alerts to a sense of wellbeing

or pain Texture of products and experiences

Comfort ability Get attached Involvement in the environment

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system, emotions, thinking pattern, and opinion for a brand, based on the total experience (Kotler, 2000; Brakus et al., 2009.

Hence sensory branding and brand image are connected to each other. To study the impact of sensory branding on brand image sentiment analysis is used as a tool of research. It is the method of identifying the personalized information in text and classification of data as positive, negative, or neutral. It is generally referred to as opinion mining; it provides information on customers feeling about products or services. Analyzing sentiment in text data sources like emails or social media posts provides businesses with key insights to understand what‟s behind customers' decisions and behavior.

Sentiment analysis is a topic of great interest in current scenario since it has a lot of practical applications. As public and private information over Internet is always available, a huge amount of texts showing opinions are available in various review sites, social forums, internet blogs, and social media sites. With the help of sentiment analysis systems, this unstructured information could be automatically transformed into structured data of public opinions about products, services, brands, politics, or any topic that people can express opinions about.

This data can be helpful for commercial purposes like marketing survey analysis, public reviews product planning, promotion scoring, customer feedback, customer relationship and research purposes.

Some of the advantages of sentiment analysis include the following:-

 Scalability: It is too difficult to sort through thousands of tweets, customer support conversations, or customer reviews. There‟s just too much data to process manually.

Sentiment analysis is useful in processing data in an efficient and less costly way.

 Real-time analysis: Sentiment analysis is useful to identify essential information which provides situational awareness for particular scenarios in real-time. For example any crisis in social media about to begin? An unsatisfied customer that is about to quit? A sentiment analysis model can help you quickly analyze these kinds of situations and take immediate action.

 Consistent criteria: Humans don‟t observe clear criteria for evaluating the sentiment of a piece of text. As per the studies different people agree only about 60- 65% of the times while making judgment on the sentiment for a particular piece of text. It‟s a subjective task and heavily influenced by personal experiences, thoughts, and beliefs. This helps to reduce errors and improve data consistency.

3. DISCUSSION

Sensory branding is the evolutionary concept that has made the marketers realize that a consumer can only be influenced if it can be connected with the brand emotionally. The five senses are the gateways to make a customer attached to the brand. Once a product makes its place in the consumer‟s mind with the help of its features, which attract the senses of the customers, it forms an image and that image becomes permanent. Hence sensory branding is the only way to create a long- lasting brand image. The ultimate goal of sensory branding is to create a total association of the senses.

Lindstrom argues that if the product involves customer senses, it creates a strong connection with the brand which may increase willingness to pay more. Sensory branding provides the consumer with a holistic experience. This will automatically intensify the bonding of the brand and the customer. Brands that fail to generate sensory appeal will be unable to connect with a human link into the product. The brand based on sensory appeal is memorable, unique, instantaneous and competitive. The experience created through the filter of the five senses helps to enrich the consumer‟s brand experience.

This creates preference, affection, and loyalty towards the product. The Hospitality industry cannot ignore sensory branding as the consumer who uses the services comes to a parlor to get experience. Sentiment analysis is the most effective tool to find out the impact of sensory branding as it directly finds out the sentiment of the consumer towards a particular phenomenon. Hence the results generated with the help of sentiment analysis are more perfect and help us to find out the conclusion directly.

3.1 Objectives of the Study

To study how sensory branding impacts beauty salon customers.

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4. RESEARCH METHODOLOGY

1. Hypothesis:- The following hypotheses are framed which are derived from the research objective.

 H01: There is a significant relationship between the Sensory elements and brand image of parlors

 H02: Auditory branding practices have a significant influence on the parlors Brand Image.

 H03: Visual branding practices have a significant influence on the parlors‟s Brand Image.

 H04: Olfactory branding practices have a significant influence on the parlor‟s Brand Image.

 H06: Tactile branding practices have a significant influence on the parlor‟s Brand Image

2. Nature of the Data: The primary data was collected from the respondents of Indore who visit various beauty parlor‟s. A structured questionnaire was used as an instrument to collect the data. The Secondary data will be collected through Research papers, Books, Journals and website.

3. Sampling Technique: The people who visit beauty parlor would stay only for a very limited period, and their willingness to participate in the survey is also considered.

So, the Convenient Sampling has been adapted for the study.

4. Data Analysis Tools: Monkey learn website was used for analyzing the collected data for the relevant, accurate and reliable results through sentiment analysis model

5. The scale used in the Study: 5 point Likert-Scale was used for this study 5. RESULT AND ANALYSIS

Sentiment analysis makes use of the text used in data and opinion mining through various social media platforms to understand the sentiments of people towards a given situation.

Sentiment analysis can be applied at different levels of scope:-

 Document level- It calculates the sentiment in a whole document or any paragraph.

 Sentence level- It obtains the sentiment in a sentence.

 Sub-sentence level - obtains the sentiment of expressions found within a sentence.

In this study the data obtained through survey was used which is sentence level sentiment analysis.

5.1 Confidence level

Confidence refers to how well the model thinks about the prediction that it made. So if the confidence is 90.40, it means that model is 90.40 percent confident about its prediction.

5.2 Classification

Classification detects positive or negative sentiment from a data or consumer in their comments, tweets, reviews, etc. Sentiment analysis model will study the language of text and classify it into positive, negative and neutral based on the language used in text.

1. Sensory branding and brand image S.

N. sensory branding and brand image Confidence Classification 1 customers consider ambience at parlor is very

important 49.20% Negative

2 colours and lighting in the parlor have some

influence on customers 37.20% Negative

3 music is needed in the parlor for customers 37.20% Negative 4

5 good smell must be maintained in the salon 90.40% Positive 6 touch sense can influence the customer 64% Positive

The results show that there is a significant relationship between sensory branding and brand image of parlor.

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2. Auditory Marketing (Music)

SN Auditory Marketing(Music) Confidence Classification 1 music can create a pleasant environment in parlor 49.40% Negative

2 music can play a good role to be remembered by

people 74.40% Positive

3 music helps to generate moods by creating feelings

and emotions 91% Positive

4 music arouses feelings and desires 90.40% Positive 5 the music is so soothing and relaxing one in your

salon 99.10% Positive

Sentiments of respondents towards Auditory marketing are highly Positive. The results show that auditory branding practices have a significant influence on the parlor‟s Brand Image

3. Visual Marketing

S.N. Visual Marketing Confidence Classification

1 colors and lighting in the parlor makes it

appealing 66.20% Positive

2 Title,design,layout of the parlor can catch the

customers attention 58% Neutral

3 Visual clues can govern consumer behavior 74.30% Positive 4 Wallpapers and decoration in the parlor makes it

attractive 63.70% Positive

5 Cleanliness can increase influence consumers‟

willingness to buy 48.40% Negative

Sentiments towards visual marketing are positive and confident. It means the customers give importance to visual elements in parlor. The results prove that Visual branding practices have a significant influence on the parlor‟s Brand Image.

4. Olfactory Marketing

S.N. Olfactory Marketing Confidence Classification 1 Waiting in the queue is percieved less stressful in

scented areas 70.20% Positive

Olfactory branding practices have a significant influence on the parlor‟s Brand Image.

5. Tactile Marketing

S.N. Tactile Marketing Confidence Classification 1 Softness of furniture makes you feel more

comfortable 95.80% Positive

2 Tactile stimulations can bring feeling of social

attachments 60.40% Positive

3 Personal involvement can be achieved with touch

sense 63.40% Positive

The positive results prove that auditory branding practices have a significant influence on the parlor‟s Brand Image.

6. CONCLUSION

With the values obtained through sentiment analysis it can be concluded that Sensory branding is an essential tool to create brand image of any beauty parlor. The study shows that Sensory branding plays an important role in Brand image and consumers are greatly affected by multisensory brand experience. The sensory branding can no longer be ignored by marketers.

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Following conclusions can be drawn by this study:-

1. Sensory elements play an essential role in building brand image.

2. Pleasant sounds and music influences parlors brand image.

3. Visual branding practices have a significant influence on the parlor‟s Brand Image.

4. Olfactory branding practices have a significant influence on the parlor‟s Brand Image.

5. Gustative branding practices have a significant influence on the parlor‟s Brand Image.

6. Tactile branding practices have a significant influence on the parlor‟s Brand Image.

6.1 The scope of further research

The present study is restricted only to Indore city. Study can be extended to regional or national level. Some more variable can be taken to understand sensory branding properly and more statistical tools can be incorporated. An elaborate study can be done on various firms engaged in multisensory branding. Sentiment analysis is a latest tool and less utilized by researchers. More advanced models can be used for further research. If used in a proper manner the tool generates accurate results and provides the current mindset of respondents. Hence sentiment analysis is an essential tool for doing research.

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Websites

1. https://monkeylearn.com 2. http://www.labbrand.com