The use of aromas as a marketing tool - How does the use of specific aromas in supermarkets affect buyer behaviour?

TABLE OF CONTENTS

CHAPTER 01: INTRODUCTION1

Aroma Marketing1

Aim of the research2

Research questions2

Research Objectives2

Hypothesis3

CHAPTER 02: FOCUS OF THE STUDY4

Significance of the study4

Connection to degree studies4

CHAPTER 03: PLANNED METHODOLOGY5

Research Design5

Research Dimension6

Data collection6

Survey6

Sample7

Regression Analysis7

Variables7

CHAPTER 04: EXPECTED RESULT AND DISCUSSION8

CHAPTER 05: EXPECTED CONCLUSION9

References10

CHAPTER 01: INTRODUCTION

Irrespective of where a person might go, there is smell, be it pleasant or awful. Pleasant smells are being used as marketing tools from ages with little or no knowledge to the consumers. Experiencing the smell of fresh brewed coffee while walking past a coffee shop, or the smell of molten cheese at a pizza parlour tents to elicit the desire to go in and try a mug of coffee or a slice of pizza (Molekhi, 2010). This is not simply coincidence, but the subconscious work of the aromas used by the outlet as part of their aroma marketing strategies. Keeping this in mind, the study intends to understand the use of aromas as a marketing tool, and to study how does the use of specific aromas in supermarkets affect buyer behaviour?

Aroma Marketing

Aroma marketing is the process of marketing a product by the use of aroma and present smells be it of the product, or others. It is important to keep in mind here that aroma marketing has been in practice for ages, first used by French cosmetics to elicit purchasing behaviour. The aroma is mostly related to the products them self, such as the smell of freshly baked bread, or pizza, but can be associate to other things (Wyatt, 2003). Many marketers use different aromas to associate feelings of well beings, or comfort so customers can purchase generously, or spent more time at the outlet. This strategy can be related to undergarment and bridal outlets which use aromas to promote a sense of comfort or wellbeing resulting in better purchases. Super stores have experienced and increase in sale of up to 80% when aroma was used to promote purchases. The aroma acts as a suggestive agent promoting customers to purchase products. A bakery experienced a threefold increase in sales when it used the aroma of fresh baked bread in its outlet (Mauser, 1979).

Aim of the research

The aim of the research is to study and understand the use of aromas as a marketing tool and to understand how does the use of specific aromas in supermarkets affect buyer behaviour?

Research questions

The research questions for the research are:

How can aroma be used as a marketing tool?

How can aromas be used in supermarkets to affect buyer behaviour?

How effective is aroma marketing in affecting buyer behaviour?

Would aroma marketing tempt purchase even if a customer would otherwise not buy?

Research Objectives

The objectives of the research are:

To understand how aroma can be used as a marketing tool?

To understand how aromas can can be used in supermarkets to affect buyer behaviour?

To understand how effective is aroma marketing in affecting buyer behaviour?

To understand if aroma marketing can tempt purchase if a ...