Marketing olfativo e comportamento: efeito do aroma no ponto de venda na percepção dos clientes e no processo de decisão de compra.

Abstract

Olfactory marketing emerges as a strategy for organizations in a scenario where competition and the desire for business consolidation dominate. Nowadays companies do not only seek to attract new customers, they seek to offer pleasurable experiences as a way to gain competitive advantage. This paper aims to analyze how the use of environmental aroma can influence the decision process, as well as the perception of consumers and their buying experiences. The work was initially performed from bibliographic research, to obtain prior knowledge on the subject. Subsequently a survey was conducted in four stores that use aromatization, namely Farm, Osklen, Mr. Cat and Reserva. The survey had a structured questionnaire and a sample of 50 people and participants answered the questions as soon as they were leaving the stores. Data were analyzed using descriptive statistics techniques such as mean, mode and standard deviation. The results showed that the use of aroma has several benefits, both for customers and companies, and that it actually influences the behavior of consumers.