Scent marketing: The asymmetry of consumer perception of traditional regional products
The article presents an experimental study of the effect of scent marketing on consumer behaviour when choosing products of regional origin. The research methodology includes the theories of congruence, relevance, and thematic relevance, as well as the approaches to assessing the perceived quality i...
| Main Authors: | , |
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| Format: | Article |
| Language: | Russian |
| Published: |
Ural State University of Economics
2022-07-01
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| Series: | Управленец |
| Subjects: | |
| Online Access: | https://upravlenets.usue.ru/en/issues-2022/1035 |
| _version_ | 1798036930035712000 |
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| author | Olga B. Yarosh Natalya N. Kalkova |
| author_facet | Olga B. Yarosh Natalya N. Kalkova |
| author_sort | Olga B. Yarosh |
| collection | DOAJ |
| description | The article presents an experimental study of the effect of scent marketing on consumer behaviour when choosing products of regional origin. The research methodology includes the theories of congruence, relevance, and thematic relevance, as well as the approaches to assessing the perceived quality implemented on the basis of neuromarketing research methods. To obtain verified results, economic and statistical methods of analysis were applied. The information base of the study covers biometric data on the oculomotor behaviour of 32 participants, collected as part of a laboratory-based neuromarketing experiment focused on examining nine groups of regional products. Data visualization and statistical calculations were performed using SPSS 22.0 software package. OGAMA software was applied to analyse oculomotor behaviour and establish heat maps and gaze movement patterns. The experiment was planned and conducted in EventID. The research results showed that scent marketing significantly affected consumer choice – the desire to make a purchase increased by 60 %. There is gender asymmetry in the receptivity of fragrances: women exhibit stronger consumer loyalty and involvement. The findings confirm the efficiency of promoting autochthonous regional products (wine, cosmetics, and essential oils) with the help of scent marketing. The paper provides new data on the influence of scent marketing on visual attention. It is also statistically proved that the use of mountain lavender scenting increases the number of visual fixations, their duration and speed, which can lead to a proportional rise in the amount of time a customer spends in a store and, consequently, to an increase in the number of purchases. |
| first_indexed | 2024-04-11T21:19:43Z |
| format | Article |
| id | doaj.art-b49d07804b554574b511ecdd420c4f45 |
| institution | Directory Open Access Journal |
| issn | 2218-5003 2686-7923 |
| language | Russian |
| last_indexed | 2024-04-11T21:19:43Z |
| publishDate | 2022-07-01 |
| publisher | Ural State University of Economics |
| record_format | Article |
| series | Управленец |
| spelling | doaj.art-b49d07804b554574b511ecdd420c4f452022-12-22T04:02:42ZrusUral State University of EconomicsУправленец2218-50032686-79232022-07-01133677910.29141/2218-5003-2022-13-3-6Scent marketing: The asymmetry of consumer perception of traditional regional products Olga B. Yarosh0Natalya N. Kalkova1V.I. Vernadsky Crimean Federal University, Simpheropol, RussiaV.I. Vernadsky Crimean Federal University, Simpheropol, RussiaThe article presents an experimental study of the effect of scent marketing on consumer behaviour when choosing products of regional origin. The research methodology includes the theories of congruence, relevance, and thematic relevance, as well as the approaches to assessing the perceived quality implemented on the basis of neuromarketing research methods. To obtain verified results, economic and statistical methods of analysis were applied. The information base of the study covers biometric data on the oculomotor behaviour of 32 participants, collected as part of a laboratory-based neuromarketing experiment focused on examining nine groups of regional products. Data visualization and statistical calculations were performed using SPSS 22.0 software package. OGAMA software was applied to analyse oculomotor behaviour and establish heat maps and gaze movement patterns. The experiment was planned and conducted in EventID. The research results showed that scent marketing significantly affected consumer choice – the desire to make a purchase increased by 60 %. There is gender asymmetry in the receptivity of fragrances: women exhibit stronger consumer loyalty and involvement. The findings confirm the efficiency of promoting autochthonous regional products (wine, cosmetics, and essential oils) with the help of scent marketing. The paper provides new data on the influence of scent marketing on visual attention. It is also statistically proved that the use of mountain lavender scenting increases the number of visual fixations, their duration and speed, which can lead to a proportional rise in the amount of time a customer spends in a store and, consequently, to an increase in the number of purchases.https://upravlenets.usue.ru/en/issues-2022/1035scent marketinginformation asymmetryneuromarketingregional productssouvenireye tracking |
| spellingShingle | Olga B. Yarosh Natalya N. Kalkova Scent marketing: The asymmetry of consumer perception of traditional regional products Управленец scent marketing information asymmetry neuromarketing regional products souvenir eye tracking |
| title | Scent marketing: The asymmetry of consumer perception of traditional regional products |
| title_full | Scent marketing: The asymmetry of consumer perception of traditional regional products |
| title_fullStr | Scent marketing: The asymmetry of consumer perception of traditional regional products |
| title_full_unstemmed | Scent marketing: The asymmetry of consumer perception of traditional regional products |
| title_short | Scent marketing: The asymmetry of consumer perception of traditional regional products |
| title_sort | scent marketing the asymmetry of consumer perception of traditional regional products |
| topic | scent marketing information asymmetry neuromarketing regional products souvenir eye tracking |
| url | https://upravlenets.usue.ru/en/issues-2022/1035 |
| work_keys_str_mv | AT olgabyarosh scentmarketingtheasymmetryofconsumerperceptionoftraditionalregionalproducts AT natalyankalkova scentmarketingtheasymmetryofconsumerperceptionoftraditionalregionalproducts |