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

Seema Ghadge Shivam Bhardwaj

Abstract


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.


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