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SENSUALITY IN MARKETING – STUDY OF SENSORY MARKETING STRATEGIES IN RETAILING BUSINESS. 1. Introduction and research problem Every day the consumer is exposed to a gamut of sensory triggers which works subconsciously in stimulating and influencing consumers buying behavior. Also, these sensory triggers may result in consumers self-generation of (desirable) brand attributes, rather than those verbally provided by the advertiser. The understanding of these sensory triggers implies an understanding of sensation and perception as it applies to consumer behavior—this is the research perspective of sensory marketing. “Sensory marketing” has been defined as “marketing that engages the consumers senses and affects their perception, judgment and behavior.” From a managerial perspective, sensory marketing can be used to create subconscious triggers that characterize consumer perceptions of abstract notions of the product (e.g., its sophistication or quality). Purpose of the study: Is to explore and study at the retail level, the effectiveness of mental simulation and mental imagery evoked by ad visuals enhancing ad effectiveness, Multi-sensory stimulation in ad copy enhancing actual taste perceptions. Touch, actual or imagined, or increasing consumer product evaluations. Smell enhancing memory for product descriptions and thereby affecting product evaluations, and finally music in retail stores affecting attention and effective consumer persuasiveness. Objective: The study discusses the role of sensory marketing in driving promotional communication and retail scope effectiveness for different category of products and service brands. 2. Methods The Research paper will be based on qualitative research, Observation, and followed by a small scale Quantitative survey to collect first hand data to throw light on the role of sensory marketing effectiveness in retail outlets. Study conducted in Mysore retail outlets of different category of products and services. 3. Results and findings Findings – The paper reports an empirical review by the researcher based on literature available and applying both Quantitative research method and Qualitative research for data collection and analysis to give insights as to how Sensory marketing finds important applications to strategic brand management at the retail level. The outcome of these research findings will help Marketers understand the following:- • Understand and predict consumers- buyer behaviour and preferences • Design the right sensory mix (colour, shape, taste, smell, texture, and sound) for each product • Fine-tune their positioning and product range for every local market • Systematically increase their innovation hit rate. 4. Conclusions, implications and significance It is quite apparent from the preliminary literature review conducted, that there still remains tremendous need for research within the domain of sensory marketing—and this research ca