Change search
ReferencesLink to record
Permanent link

Direct link
Aroma Theory: Scenting the Attitude
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
2010 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
En uppsats om dofters påverkan på attityder och försäljning (Swedish)
Abstract [en]

The thesis examines the relationship between consumer attitudes and a scented shopping environment. A relationship and phenomena concerning scent marketing, which could be seen as one of the more provocative forms of marketing since the human sense of smell, is connected to the limbic system where motivation and attitudes are created. The use of scent marketing has, so far, been proven effective in sales increasing whereas it is one of the less explored forms of marketing.

The purpose of the thesis is to answer the following question: Is it possible to find differences in consumer attitudes in a scented buying environment compared to a nonscented buying environment, and thereby create new basis for segmentation?

The thesis is based on a quantitative study where data has been gathered in a scent manipulated buying environment through structured interviews with consumers. The thesis applies a deductive approach to the main theories in the area of interest.

The findings suggest new theory discussing that it is difficult to use consumer attitudes, towards a scented store environment, as a foundation for market segmentation. Further the results of the executed scent experiment comply with the existing theories about the affect of scent marketing as a sales increasing marketing tool.

 

Place, publisher, year, edition, pages
2010. , 66 p.
Keyword [en]
Scent Marketing, Experiential Marketing, Consumer Attitudes, Market Segmentation, Vanilla Scent
Keyword [sv]
Doftmarknadsföring, Sinnesmarknadsföring
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-10547OAI: oai:DiVA.org:lnu-10547DiVA: diva2:394581
Presentation
(Swedish)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2011-03-10 Created: 2011-02-03 Last updated: 2011-03-10Bibliographically approved

Open Access in DiVA

fulltext(1026 kB)489 downloads
File information
File name FULLTEXT01.pdfFile size 1026 kBChecksum SHA-512
d815f55c967709c498b7106d1a385d4baf4a10fef13650ee957d19b65b2ee7a2fe702608443165f746906e0460cc2ded45406bb7dc9960fbfcf71e468f9c4bfe
Type fulltextMimetype application/pdf

Search in DiVA

By author/editor
Persson, GabrielHaegermark, HenrikKvarnvik, Markus
By organisation
Linnaeus School of Business and Economics
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 489 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 402 hits
ReferencesLink to record
Permanent link

Direct link