Exploring The Influence Of Scent Marketing On Consumer Behavior

Abstract

The aroma of food cuisine in the kitchen might evoke many pleasant memories of eating that cooking. Scent marketers employ this equal impact to warmly connect with consumers of things other than food. Therefore, in addition to citing specific examples, the current work attempted to examine earlier research on the application of Scent Marketing where the method is being used. To gain a sense of what is already known in this field and what more can be done in the future, the current study reviewed and analyzed earlier publications and papers. It was revealed that during the previous 20 years, sellers have been attempting to determine the linking between the use of various fragrances and their results in diverse settings. It was noticed that the behavior of the consumers present was greatly enhanced when the ambient aroma was in harmony with the surroundings. Similarly, using fragrances to manipulate customers' moods altered their approach-avoidance behavior. As a result, it can be stated that consumers now evaluate things not just on the basis of their intrinsic value but also on the quality of the context in which they are bought. The study's method of examining how people behave in reaction to fragrance and how technology is used to scent the surroundings is unique. Furthermore, the study offered a few theories that might be investigated further.