Abstract

GRISALES CASTRO, Claudia Patricia; HERNANDEZ GARCIA, Edwin Arbey  and  MONTENEGRO CARDONA, Evelyn Xiomara. CONSUMER PERCEPTION OF THE IMPACT OF OLFACTORY MERCHANDISING AS A SENSORY MARKETING STRATEGY. Tend. [online]. 2021, vol.22, n.2, pp.1-25.  Epub July 28, 2021. ISSN 0124-8693.  https://doi.org/10.22267/rtend.212202.166.

The smell perception has been related to human behavior; however as a business, strategy is relatively new, in its application and measurement, therefore the main objective of the article is to understand the impact of olfactory merchandising as a sensory strategy on consumers. Applied field research of quantitative exploratory type and under analysis of descriptive data was carried out, they were consolidated through surveys by simple random sampling. In the main results it is evident that the preferred aromas are the relaxing olfactory notes, for consumers over 36 years of age, followed by citrus notes, for consumers under the age of 35 years of age; in the case of occupations, employees and entrepreneurs prefer relaxing aromas. Finally, the results showed people's acceptance and optimism for the brands and products they develop olfactory merchandising strategies.

JEL: D12; D87; M31; M37

Keywords : consumer; marketing; merchandising olfactory; neuromarketing..

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