Title: Pleasant aromatic experiences through use of scent marketing

Authors: Rupa Rathee; Pallavi Rajain

Addresses: Department of Management Studies, Deenbandhu Chhotu Ram University of Science and Technology, Murthal, Sonepat, Haryana, India ' Department of Management Studies, Deenbandhu Chhotu Ram University of Science and Technology, Murthal, Sonepat, Haryana, India

Abstract: The sense of smell is vital to all organisms including human beings. It not only helps to perceive various objects but it helps in developing strong memories or emotions towards them. In the area of marketing, sense of smell plays an important role, especially ambient scent. Therefore, marketers and researchers have been trying to understand how it influences brand recognition, emotions and behaviour in a retail environment as it will ultimately lead to purchase. A sample of 312 customers was taken from NCR, India using non-probability sampling through a structured questionnaire. On analysing, it was found that the three factors brand perception, emotions and behaviour were significantly correlated. It was also found that brand perception and emotions developed due to use of scent marketing significantly and positively influenced buying behaviour. Additionally, it was also observed that in the presence of emotional influence, the impact of brand perception became insignificant.

Keywords: scent marketing; perception; emotions; experience; behaviour.

DOI: 10.1504/IJTTC.2021.118868

International Journal of Technology Transfer and Commercialisation, 2021 Vol.18 No.3, pp.320 - 333

Received: 27 Jun 2020
Accepted: 27 Jun 2020
Published online: 09 Nov 2021 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article