Marketers employ sensory marketing, which engages customers via their five senses (sight, hearing, smell, touch, and taste), to reach out to them on an emotional rather than cerebral level, providing them with satisfaction and loyalty and influencing their decisions. The goal of this paper is to look at the impact of sensory marketing on customer behavioral intentions in Fashion Apparel Retailing. Data was collected through a well-structured questionnaire. A PLS-SEM modelling research found that sights, sound, touch, and scent had substantial influence on the customers' behavior intentions.

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Keywords: Sensory Marketing, Visuals, Touch, Smell, Music, Behavioral Intentions.