Abstract

Ever-changing consumer demands and rapid technological advancements have made the CPG industry extremely competitive and toughened the survival of industry players today. For their growth in the market, CPG brands need to evolve and adapt to the latest technologies persistently. This study explores the impact of multi-sensory technologies on brand-consumer relationships in the CPG sector, especially on enriching traditional packaging design elements. The thesis uses primary and secondary research evidence through questionnaire surveys, articles, and journals to assert that CPG brands should utilize multi-sensory technologies to boost brand loyalty and preference among its target consumers by creating unique and memorable consumer experiences.

Keywords: CPG customer experience, multi-sensory technologies, sensory design, packaging design, human-computer interaction, and brand engagement.