A1 Refereed original research article in a scientific journal
Impact of point-of-purchase olfactory cues on purchase behavior
Authors: Kaisa Kivioja
Publisher: EMERALD GROUP PUBLISHING LTD
Publication year: 2017
Journal:Journal of Consumer Marketing
Journal name in sourceJOURNAL OF CONSUMER MARKETING
Journal acronym: J CONSUM MARK
Volume: 34
Issue: 2
First page : 119
Last page: 131
Number of pages: 13
ISSN: 0736-3761
eISSN: 2052-1200
DOI: https://doi.org/10.1108/JCM-08-2015-1506
Web address : http://www.emeraldinsight.com/doi/full/10.1108/JCM-08-2015-1506
Abstract
Purpose - This study aims to examine the impact of olfactory cues at the point of purchase on consumers' purchase behavior in terms of sales.Design/methodology/approach - The theory of semantic congruence and sensory marketing on consumer behavior is tested using data collected through an experiment and analyzed using quantitative methods.Findings - The presence of an olfactory cue has a positive impact on purchase behavior, as measured by product and product-category sales. Results indicate that a more common, category-congruent scent is optimal, as opposed to product-congruent, differentiating scent, even for a single product.Practical implications - The findings encourage retailers to implement scents at the point of purchase as a sales promotion tool. Targeting a product category, instead of a single product, would seem the most feasible target scope.Originality/value - This paper studies sensory marketing and cue congruence in a real-life retail setting, measuring the impact in terms of sales, and not only in relation to purchase intentions or brand image. Addressing a precisely defined target that suits retailing, namely, a single product and product category, is also novel, contrasting with earlier studies focused on ambient scents in large environments.
Purpose - This study aims to examine the impact of olfactory cues at the point of purchase on consumers' purchase behavior in terms of sales.Design/methodology/approach - The theory of semantic congruence and sensory marketing on consumer behavior is tested using data collected through an experiment and analyzed using quantitative methods.Findings - The presence of an olfactory cue has a positive impact on purchase behavior, as measured by product and product-category sales. Results indicate that a more common, category-congruent scent is optimal, as opposed to product-congruent, differentiating scent, even for a single product.Practical implications - The findings encourage retailers to implement scents at the point of purchase as a sales promotion tool. Targeting a product category, instead of a single product, would seem the most feasible target scope.Originality/value - This paper studies sensory marketing and cue congruence in a real-life retail setting, measuring the impact in terms of sales, and not only in relation to purchase intentions or brand image. Addressing a precisely defined target that suits retailing, namely, a single product and product category, is also novel, contrasting with earlier studies focused on ambient scents in large environments.
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