Evaluación y aplicación cualitativa de la influencia de los estímulos olfativos en el consumidor, en el periodo 2014

Abstract

Scent stimuli are taking over commercial activity. We find them in products, publicity, brands and in businesses. For this reason, the present study focused on the influence of scents on the consumer, by carrying out a test of how consumers react in the face of scent stimuli in such a way that these stimuli can be used as a valuable marketing tool. Due to the complexity of the scents’ structure and the limited vocabulary that exits to express them, a qualitative research was carried out using projective techniques, with 8 different scents that had the aim to associate or relate each scent to a word, a color, an emotion, an element, history or business, with a study group classified by age and gender variables, to determine the effects of the scents, allowing the contrast of information and being able to establish which factors influence the application of scent in businesses, thus contributing to communication and strengthening of brand values. It was determined that scents are strongly associated with personal experiences, some marked by particular events in people of similar characteristics such as age, and others are subject to uses and situations in which certain scents are present. However, the associations are subject to the type of scent that people perceive while trying to find coherence. Finally, three examples were constructed applying tactics for the use of scents in the surface of sales, differentiated by the size of the business, considering aspects that allow a correct application of the scent in favor of businesses.