Consumer Responses to Visual, Sensory and Emotional Marketing Cues in Cosmetics: An Exploratory Survey in Thrissur, Kerala

Abstract

This study describes how cosmetic users in Thrissur, Kerala, report responding to visual, sensory, and emotionally framed marketing cues discussed in consumer-neuroscience and neuromarketing literature. A descriptive cross-sectional study was conducted with 120 current cosmetic users recruited through convenience sampling. Data were collected primarily through a structured questionnaire administered over approximately 10 days beginning 26 May 2025. Frequencies, percentages, item means, and standard deviations were used to summarize responses, and one-way ANOVAs were calculated from the respondent-level dataset for exploratory demographic comparisons. Quality was the most frequently identified primary brand-choice factor (40.0%), while attractive packaging (M = 3.83, SD = 0.92) and sensory experience (M = 3.82, SD = 0.83) received comparatively strong agreement. Visual advertisements were the most preferred format (38.3%). A significant gender difference was observed for emotional/cognitive responses, F (2, 117) = 3.469, p = .034, η² = .056, whereas the corresponding age comparison was not significant, F (3, 116) = 1.739, p = .163, η² = .043. The study provides locality-specific evidence on explicit consumer responses to marketing cues without presenting self-report data as direct evidence of neural activity. For consumer segments resembling this predominantly younger, female, and student sample, dependable product quality should remain central, while visual consistency and sensory experience may support product evaluation. Broad market generalisation is not warranted.

Keywords: Cosmetic Consumers; Consumer Perception; Buying Behaviour; Sensory Marketing; Emotional Advertising; Visual Marketing; Thrissur