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Purpose The purpose of this study is to examine the role of scent congruence with the brand image in the formation of consumers’ reactions to the atmosphere of a place. Design/methodology/approach Using a factorial design (i.e. scent congruent with the brand image, scent not congruent and control), an experiment was conducted in a multi-service and hospitality space welcoming both local consumers and tourists (N = 303). Findings The findings show that when the scent is perceived as congruent with the brand image, reactions in the store are more favourable. It is not enough to use a scent that “smells good” or that is congruent with other factors (e.g. sensory environment); the scent must be perceived by consumers as consistent with the brand image. Findings also reveal that the diffusion of a scent congruent with the brand image improves guest satisfaction, intention to revisit and perceptions of the product and service. Research limitations/implications The limitations are both the emphasis on direct links and the focus on a French brand (café/co-working space franchise). It would be appropriate to extend the research to other contexts. Practical implications The findings show how important it is for hospitality organisations to use scents to generate a positive impact on their guests. Hotel, restaurant and café managers wishing to enhance customer reactions through the creation of an olfactory atmosphere should take scent congruence with the brand image into consideration. Originality/value The study of the effects of the atmosphere on consumer behaviour as a function of olfactory congruence with the brand image uses in-situ experimentation (café/co-working and food and beverage area).

Objective: the objective of this work was to systematically review the accumulated literature on the application of olfactory marketing in the retail sector and its influence on the consumer decision-making process. Methodology: an exhaustive search of scientific articles was carried out using 5 databases (Dialnet, Cochrane Library, Scielo and Google Scholar), with restriction of publication date and language. Fifteen full-text studies were reviewed, classified into observational studies (13) and bibliographic and systematic reviews (2). All were of high methodological quality. Results: consumers' decision-making process is influenced by the subconscious mind, managed by emotions. Olfactory marketing techniques offer unique experiences to consumers, which, in line with their past experiences, can evoke emotions and influence their purchase decision. Conclusions: olfactory marketing tools directly influence consumers' behavior, encouraging them to enter establishments, stay longer, which leads to consumption or to a higher consumption. It is also observed how this technique influences the perception of product quality, perceived price, and fear of loss aversion. Promoting the investigation of this phenomenon, together with neuromarketing techniques, would help to understand the great influence and scope it would have within the retail sector. Objetivo: el objetivo de este trabajo fue revisar sistemáticamente la literatura acumulada en relación con la aplicación del marketing olfativo en el sector del retail y su influencia en el proceso de toma de decisiones de los consumidores. Metodología: se realizó una exhaustiva búsqueda de artículos científicos mediante 5 bases de datos (Dialnet, Cochrane Library, Scielo y Google Académico), con restricción de fecha de publicación e idioma. Se revisaron 15 estudios en texto completo, clasificados en estudios observacionales (13) y revisiones bibliográficas y sistemáticas (2). Todos presentaron una elevada calidad metodológica. Resultados: el proceso de toma de decisiones de los consumidores se encuentra influenciado por el subconsciente de la mente, gestionado por las emociones. Las técnicas de marketing olfativo ofrecen experiencias únicas a los consumidores, que, en consonancia a sus experiencias pasadas, estas son capaces de evocar emociones e influir en su decisión de compra. Conclusiones: las herramientas de marketing olfativo influyen directamente en el comportamiento de los consumidores, favoreciendo la entrada a los establecimientos, permanecer durante más tiempo, lo que conlleva al consumo o a uno mayor. Asimismo, se observa como esta técnica influye en la percepción de la calidad de los productos, el precio percibido y el miedo a la aversión a la pérdida. Promover la investigación de este fenómeno, junto a técnicas de neuromarketing, ayudaría a conocer la gran influencia y alcance que tendría dentro del sector del retail.

RESUMEN El objetivo de este estudio se basa en analizar la percepción que tienen los consumidores sobre el marketing sensorial olfativo, como estrategia utilizada para el posicionamiento de las marcas. El sentido del olfato siempre ha sido un factor determinante en la toma de decisiones del ser humano, sin embargo, los estudios que existen sobre el proceso que vincula los aromas, el olfato y las marcas. Son descriptivos y de carácter interno por esta razón no pueden confirmar que un aroma estratégico, aplicado a una empresa o marca sea un factor de posicionamiento efectivo. Algunas marcas ya utilizan el sentido del olfato como activador de relaciones, emociones y sentimientos con sus clientes, aprovechando que sentido del olfato no presenta saturación publicitaria, y tiene comunicación directa con la memoria, sin embargo, es una estrategia aislada que migra de otros países y que para la mayoría de empresas es un concepto nuevo como aplicación de marketing sensorial. Se realizó una investigación cuantitativa de tipo exploratoria utilizando encuestas aplicadas a (120) consumidores, entre hombre y mujeres en edades 18 a 60 años con procesos de compra y consumo en el territorio colombiano. Los hallazgos relacionan positivamente al consumidor y los aromas, también se puede evidenciar lo novedoso que es para el mercado el concepto de marketing olfativo, confirmando que algunos consumidores si conocen este tipo de estrategias, y la han experimentado en grandes marcas, como hoteles, restaurantes y sector vestuario. Como conclusiones se puede evidenciar una disposición por parte de los consumidores en la implementación de estrategias sensoriales olfativas para las marcas. Convirtiéndose esto en una oportunidad de mercado interesante para las empresas, desarrolladoras y distribuidoras de marketing olfativo, ya que el consumidor en general está dispuesto a disfrutar de la estrategia sensorial olfativa. JEL: M3, M30, M31, M37, M39, D11, D12 ABSTRACT The objective of this study based on analyzing the perception that consumers have about olfactory sensory marketing, as a strategy used for brand positioning. The sense of smell has always been a determining factor in human decision making, however, the studies that exist on the process that links aromas, smell and brands. They are descriptive and internal in nature for the reason they cannot confirm that a strategic aroma, applied to a company or brand is an effective positioning factor. Some brands already use the sense of smell as an activator of relationships, emotions and feelings with their customers, taking advantage of the sense of smell does not present advertising saturation, and has direct communication with memory, however, it is an isolated strategy that migrates from other countries and that for most companies it is a new concept as a sensory marketing application. An exploratory quantitative investigation carried out using surveys applied to (120) consumers, between men and women between the ages of 18 and 60, with purchase and consumption processes in the Colombian territory. The findings relate positively to the consumer and the aromas, it can also be evidenced how novel the olfactory marketing concept is for the market, confirming that some consumers do know these types of strategies, and have experienced it in large brands, such as hotels, restaurants and clothing sector. As conclusions can be evidenced a willingness on the part of consumers in the implementation of olfactory sensory strategies for brands. Turning this into an interesting market opportunity for companies, developers and distributors of olfactory marketing, since the consumer in general is willing to enjoy the olfactory sensory strategy. JEL: M3, M30, M31, M37, M39, D11, D12 RESUMO O objetivo deste estudo é analisar a percepção que os consumidores têm sobre o marketing sensorial olfativo, como estratégia utilizada para o posicionamento da marca. O olfato sempre foi um fator determinante na tomada de decisão humana, no entanto, os estudos existentes sobre o processo que vincula aromas, olfato e marcas. Eles são de natureza descritiva e interna, por esse motivo, não podem confirmar que um aroma estratégico aplicado a uma empresa ou marca seja um fator de posicionamento eficaz. Algumas marcas já usam o olfato como ativador de relacionamentos, emoções e sentimentos com seus clientes, aproveitando o olfato não apresenta saturação publicitária e tem comunicação direta com a memória, no entanto, é uma estratégia isolada que migra de outros países e que, para a maioria das empresas, é um novo conceito como aplicativo de marketing sensorial. Uma investigação quantitativa exploratória foi realizada por meio de pesquisas aplicadas a (120) consumidores, entre homens e mulheres entre 18 e 60 anos, com processos de compra e consumo no território colombiano. As descobertas se relacionam positivamente com o consumidor e os aromas, também pode ser evidenciado o quão novo é o conceito de marketing olfativo para o mercado, confirmando que alguns consumidores conhecem esses tipos de estratégias e o experimentaram em grandes marcas, como hotéis, restaurantes e setor de vestuário. Como conclusões, pode-se evidenciar uma disposição por parte dos consumidores na implementação de estratégias sensoriais olfativas para as marcas. Transformando isso em uma interessante oportunidade de mercado para empresas, desenvolvedores e distribuidores de marketing olfativo, uma vez que o consumidor em geral está disposto a aproveitar a estratégia sensorial olfativa. JEL: M3, M30, M31, M37, M39, D11, D12

Olfactory marketing has been increasing its presence in commercial environments in recent years thanks to its influence on perceptions, evaluations, and behaviour. However, the number of scientific studies on the issue is limited, and this is even more true for nonprofit environments. The aim of this experiment is to provide empirical answers about the influence of smell on the evaluation and behavior of the consumer of nonprofit services, specifically the museum consumer. For this purpose, an experiment was carried out at the Gonz&aacute, lez Santana Museum over four weeks in March and April 2017, during which three rooms in the museum were filled with scents considered to be congruent. The results obtained from the MANCOVA analysis demonstrate scent having a significant influence on perceptions and evaluations, as well as on the intentions to revisit the institution, and significant repercussions for management and researching can be derived from this.

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The Bachelor's Thesis entitled "Olfactory marketing and its sales impact" addresses the marketing possibilities of our olfactory sense utilisation in marketing. This Thesis is divided into three parts. The first part is supposed to put the readers in the context of the field. It tries to provide the readers with sensory marketing overview since the olfactory marketing is its subcategory. This theoretical part of Thesis includes concepts relating to human sensory perception, a definition of sensory marketing and short description of sensory marketing evolution in history and also nowadays. This chapter is concluded with description of human senses marketing utilisation. The second part is dedicated to olfactory marketing itself. It includes a definiton and also describes a human scent perception and scent impact on human emotions and memory. The olfactory marketing in history and current olfactory marketing utilisation in practice is mentioned, too. An analysis of factors impacting olfactory marketing effectivity and case studies proving positive olfactory marketing impact on sales are the pivotal points of this chapter. Olfactory marketing instruments and their approximate price are also mentioned. All the knowledge coming from the theoretical part will be used in practical part of the Thesis. The...

The bachelor thesis "Olfactory marketing - The usage of natural and artificially propagated aroma in retail stores of natural cosmetic products" deals with the usage of olfactory marketing in the field of business and its influence on the customer. Thesis will be divided into two parts - theoretical and practical. The first chapter in the theoretical part, which deals with the brief characteristics and analysis of the current situation of in-store marketing, is an introduction to the theme of the whole work. The second chapter deals with the physiology of smell and emotional memory, which enables in-store marketing to use olfactus as a tool for effective sales promotion. History, principles and olfactory marketing in general are discussed in the last chapter of the theoretical part of this bachelor thesis. In this chapter, the text author deals in with the differences between artificially propagated and naturally fading smells at the point of sale. Olfactory marketing is belong to neuromarketing. Sensory marketing use human senses - taste, smell, sight and hearing. The practical part of the bachelor thesis is divided into four chapters. Each part deals with one of the examined brands and their shops. Chapters contain a brief description of selected brands - history, principles and ideas of the...

This study refers to marketing and consumer behaviour trying to analyse the relationship between the Olfactory Marketing and consumer loyalty. The research is based on a sample of 390 people, data collected through an online questionnaire. Respondents are customers of chain store Zara Home where Olfactory Marketing is used. The questionnaire was made available on the website of Zara Home Facebook. To answer the questionnaire a prior requirement was considered – the respondent should have made a purchase in this group of stores and had to have visited the store recently. A convenience sample was then collected. The authors conducted an exploratory data analysis and concluded that Olfactory Marketing induces changes in the emotional state of consumers, captures their attention and is a topic of conversation. In conjunction with other factors it can induce more shopping, have a positive impact on satisfaction and loyalty. info:eu-repo/semantics/submittedVersion

JEL Classification System: M31 Este estudo liga dois grandes temas, o Marketing e o comportamento do consumidor. Mais detalhadamente implica duas vertentes interessantes dos temas anteriores, o Marketing Olfactivo e a lealdade do consumidor, respectivamente. O foco principal que se pretendeu avaliar nesta pesquisa foi perceber se o Marketing Olfactivo no ponto de venda tem influência na lealdade dos clientes. Esta pesquisa procurou recolher respostas para a questão que se apresenta nesta dissertação através da realização de um questionário Online. Toda a investigação teve como base os resultados obtidos através do questionário feito a uma amostra de 390 pessoas. O centro de investigação foi a cadeia de lojas Zara Home que pratica este tipo de Marketing. O requisito principal para responder a este questionário online via página da Zara Home do Facebook, era de o inquirido já ter realizado alguma compra neste grupo de lojas. Como não foi possível obter uma amostra aleatória optou-se por utilizar o processo de amostragem por conveniência. Após a realização do questionário, os resultados obtidos foram analisados chegando-se à conclusão que o Marketing Olfactivo tem influência na lealdade dos consumidores. This study connects two main themes, the Marketing and the Consumer Behaviour. In more detail, it implies two interesting aspects of the previous themes, the Olfactory Marketing and Consumer Loyalty. The main focus intended to evaluate is to understand if Olfactory Marketing at the point of sale can have any influence on the clients’ loyalty. This research tries to collect answers for the question presented on this dissertation through the elaboration of an online survey. All the investigation is based on the results obtained through the online survey made to a sample of 390 people. The investi gation center of this study was the chain of stores Zara Home which practices Olfactory Marketing. The main requirement to answer the online survey through the Zara Home Facebook page was that the respondent should have already made some kind of shopping in this group of stores. As it was not possible to obtain a random sample, the option was to use the Convenience Sampling Process. After the elaboration of the survey and collecting the answers, the results obtained are analysed, leading to the conclusion t hat the Olfactory Marketing has influence on the Customers’ loyalty.

Mestrado em Marketing Efetuou-se um estudo experimental em contexto real num cinema, com o objetivo de compreender se os estímulos aromáticos podem influenciar o comportamento do consumidor, testar se o aroma ambiente é, ou não, um instrumento de marketing eficaz. O estudo foi realizado através de uma investigação quantitativa entre a presença e ausência de aroma ambiente na aferição de respostas dos espetadores no seu ambiente de cinema. A Investigação teve por base a revisão da literatura, para o enquadramento do tema e desenvolvimento do modelo conceptual conducente à formulação da questão de pesquisa e das hipóteses a testar, tendo como alicerce a construção do questionário e desenho da experiência. A coleta dos dados foi efetuada durante quatro semanas e teve por base pesquisas similares. As análises dos dados recolhidos incluíram técnicas de estatística descritiva e teste das hipóteses relativas à avaliação do cinema, do seu ambiente, dos seus produtos, dos gastos e por último da intenção de retorno do espetador ao cinema. Foram identificadas relações de causa efeito na presença de aroma, os resultados revelaram que a presença de aroma ambiente aumentou as avaliações testadas. A real life experimental study was conducted in a movie theatre in order to try to understand if the aromatic stimuli can influence consumer behavior, that way testing if the aroma present in the environment is an effective marketing tool. The study was a quantitative investigation of the answers given by spectators in the presence or absence of aroma in their cinema environment. The research was based on a literature revision, in order to develop both the guidelines and the conceptual model, which in turn led to the formulation of the research question and the definition of the hypothesis to be tested, which constitute the basis upon which the questionnaire and experience design were construed. The data collection was performed during a period of four weeks and based on a similar research. Data was analyzed using descriptive statistics and hypothesis testing on movie theatre, environment, product and cost evaluations and finally the intention of the spectator to return to the movie theatre. Cause and effect relations were identified in the presence of aroma. The results showed that the presence of aroma in the environment increased the evaluations tested.