The effect of consumers' visual, audious and tactile senses on brand perceptions

Recent marketing understanding has focused on influencing the visual, auditory and tactile senses of consumers. Consumer preferences of these senses, brand loyalty, brand perception, etc. It is an undeniable fact that it is effective in many areas. The purpose of this research is to investigate the effects of visual, auditory and tactile senses on consumers' automobilebrand perceptions. In this context, a field study covering 405 individuals older than 18 years of age was conducted in Gaziantep and Kilis provinces between March 2022 and April 2022. The data obtained as a result of the research are descriptive statistics statistical analysis methods; frequency and percentage distribution, Independent Sample T-test, ANOVA analysis, Correlation analysis and Simple Regression analysis were performed. As a result of the research, it has been determined that the visual, auditory and tactile senses of consumers have a significant and strong effect on brand perceptions, in accordance with the purpose of this research.