DefinePK

Abstract

This study surveys the impact of sensory marketing strategies on customer retention among cosmetic startups in Bengaluru, India. In an increasingly competitive cosmetics industry, startups seek innovative approaches to enhance brand recall and consumer loyalty. Sensory marketing, which engages consumers' visual, auditory, olfactory, and tactile senses, has been recognized as a key driver of customer experience and retention. However, research on its effectiveness in the context of startups remains limited.
The study adopts a quantitative research design, utilizing descriptive and inferential statistics to analyze data collected from 249 representatives of cosmetic startups through a structured questionnaire. SPSS software was used for data processing, with Cronbach’s alpha (0.897) ensuring the reliability of the measurement scale. Regression analysis indicates that tactile marketing strategies (β = 0.595, R² = 0.354) have the strongest influence on customer retention, followed by visual (β = 0.157, R² = 0.025), auditory (β = 0.146, R² = 0.021), and olfactory marketing (β = 0.095, R² = 0.009). Correlation analysis further confirms strong interconnections among sensory marketing elements, with tactile marketing showing the highest positive correlation (r = 0.595, p < 0.01) with customer retention.
The findings suggest that cosmetic startups should prioritize tactile marketing strategies, such as interactive packaging and product texture while integrating visual and auditory elements to reinforce brand identity. The study contributes to sensory marketing and customer retention literature, offering practical insights for startups and paving the way for future research across different industries and geographical regions.