Brands call the sense: Examination of tissue sense based on hygienic pad products by consumers as a case study

With the globalization of brands, the competitive environment is increasing day by day. For this reason, brands were making many efforts and initiatives to help their customers take one step forward. However, in terms of appealing to the vocal organs, brands' appeal to senses such as sight and hearing in the first place is insufficient to stand out from the competitive environment. It is envisaged that these logical brands will be created in a flexible future, appealing to senses such as smell, taste and texture. It has become a criterion that should not be forgotten that a successful brand must appeal to the 5 senses. As a matter of fact, in this research, it will be examined to what extent the brands in the sanitary pad group are based on the perception of "texture" in terms of highlighting concepts such as 'ultra soft' and 'cottony softness'. On the other hand, qualitative method was preferred as a method in order to understand whether texture perception is a situation that affects purchasing behavior. Data was obtained from 12 women using an interview machine without leaving the qualitative particles. It has been concluded that the data obtained from the in-depth interview machine is the primary sense regarding purchasing, perceptual registration and brand loyalty, 'texture', followed by 'smell'.