Abstract:

This research examined enhancing brand association through sensory marketing in Soft Drink Industry, Ogun State. The general objective of this study is to understand the how brand association is enhanced through sensory marketing. The study focuses on the developing field of sensory marketing and explains the fundamental aspects of sensory marketing to ensure that its unfamiliar practical worth can contribute to the marketing field positively. Just few brands make use of sensory marketing as a means of influencing consumers on their choice of brand. Management of Fast-Moving Consumer Goods (FMCG) industries finds themselves searching for ways to make their brands the first choice of consumers. The methodology adopted was quantitative research which was used to collect primary data through the administration of 375 copies of questionnaire, 369 were collated for analysis from consumers of Coca-Cola brand amongst undergraduate students of Covenant University, Ogun State. The study used the Regression analysis to test the hypotheses through Statistical Package for Social Sciences (SPSS). The findings suggest that there is a positive significant relationship between sensory marketing and brand association. The management of a brand needs to understand what triggers the subconsciousness of consumers to purchase a brand. Also, sensory marketing should be use more often by organisations in order for the brand to project a special place in the minds of the consumers.