Olfactory purchases: How does scent influence the consumer's decision-making process?

• Autor(a) principal: Cardoso, Bárbara Filipa
• Data de Publicação: 2019
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/19445
• topic: Scent; Scent marketing; Sales; Experimental study; Aroma; Marketing aromático; Venda; Estudo experimental; Marketing; Estratégias de marketing; Olfacto; Perceção olfativa; Portugal

This study focuses on two main themes, Scent Marketing and Consumer Behavior. The main objective is to evaluate whether the implementation of a pleasant odor has an impact on consumer behavior at the point of sale. This research collected answers for the question presented, through the elaboration of a questionnaire to evaluate if the introduction of a pleasant scent impacted, in a positive way, the intention to revisit the store, the overall store image, the perceived environmental quality of the store, the overall evaluation of the products and the satisfaction with the employees. The study started on June 5th and ended on July 8th of 2019. The first two weeks the experience took place at the Worten Mobile at Amadora and the last two weeks were in the Worten Megastore at Amadora. To have more stable results, the stimulus was programmed to be switched on one day and switched off the consecutive day. The data analysis allowed to conclude that the introduction of a scent considered pleasant, in a store environment influences positively the store sales, the overall store image, the perceived environmental quality of the store, the overall evaluation of the products and the satisfaction with the staff. With the analysis it was also possible to conclude that the scent decreases the perception of time.