Neuromarketing, as a scientific discipline in the field of marketing research, represents an
implementation of neuroscientific methods, with a purpose of a better understanding of human behaviour. This
paper aimed at identifying the impact of multi sensory marketing on consumer behaviour in restaurant in
Kerala (Trivandrum). The purpose of this study is to understand the current characteristic of the sensory
marketing that is used in restaurants in Trivandrum (Kerala) and to present the multi-sensory experience
concept as a promotional tool in the field of hospitality industry (restaurants). It also seeks to propose a sensory
marketing (SM) model of the multi-sensory experience hypothesis. A sample of 549 consumers was taken who
usually visited multi cuisine restaurants in Trivandrum. Data was collected through a well-structured
questionnaire and analyzed through SEM. Research findings indicate that restaurant customers give more
importance to store image which give them consistency in