Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 2023 International Conference on Management Research and Economic Development
Series Vol. 26 , 13 September 2023
Open
Access | Article
Research on Scent Marketing on Real Case Application Analysis for End User
* Author to whom correspondence should be addressed.
Abstract
Looking back to history, scent marketing applications can be traced to 4500 years ago in Ancient Egypt. Scent marketing has emerged as a powerful tool for businesses looking to create memorable experiences for customers. This strategy involves using specific fragrances to influence consumer behaviour, create an emotional connection with the brand and drive sales. In recent years, scent marketing has gained popularity among businesses of all sizes and across various industries. Currently, scent marketing around the world are mostly used in certain areas in business such as chain-hotels, luxurious shopping malls, and high-level cruises. However, whether or not it is effective and should be adapted in other fields like small food and clothing retail, entertainment centers like cinemas, or offices and libraries remains uncertain. By using research from analyses of real applications of scent marketing, interviews with professionals and shop owners, and big data on people's attitudes and changes in popularity, we came to the conclusion that scent marketing has a high application value for those companies that are suitable and innovative. In detail, based on research, we find out that scent marketing has the average effect of improving 17% of sales, 24% of brand image, and 27% of customer satisfaction. Therefore, research on scent marketing based on real-case application analysis for end users emphasizes a research process and an analysis of what kinds of companies are suitable and innovative to apply scent marketing and what effects these companies can expect to get.
Keywords
scent marketing, marketing, fragrance marketing, business, retail store
References
1. Xu Fei, “Scent Markting Study for Luxurious Brands”, EDHEC Business School, 2021, vol. 46, pp. 3-7.
2. Morrin and Ratnesh-war, “Scent Marketing Analysation”, EDHEC Business School, 2020, vol. 44, pp.12-17.
3. Mitchell and Knasko, “Research on the effect of scent marketing in luxurious brands”, Institute for Marketing, 2019, vol.17, pp. 13-19.
4. Mitchell and Knasko, 2016, “Cool Scent of Power”, Chemical Senses, vol. 15, pp. 12-16.
5. Chen James, 2021, “Retail logic of Scentify”, Psychology and Marketing, vol. 11, pp. 7-24.
6. Mitchell and Knasko, 2016, ”The business value and applications of Scent Marketing in the Hospitality Industry”, Chemical Senses, vol. 26, pp. 19-23.
Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. Authors who publish this series agree to the following terms:
1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this series.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this series.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See Open Access Instruction).
- Volume Title
- Proceedings of the 2023 International Conference on Management Research and Economic Development
- ISBN (Print)
- 978-1-915371-95-9
- ISBN (Online)
- 978-1-915371-96-6
- Published Date
- 13 September 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/26/20230542
- Copyright
- 13 September 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited