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(In)congruent scent: Empirical study in a café
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2013 (English)Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Purpose: To assess the relationship between (in)congruent added scent and consumer attitude to cafés.

Methodology: An inductive-deductive approach was used in a three-step study which consisted of two focus groups, an experiment with a survey investigation and lastly one post-test.

Findings: No statistically differences were found for added (in)congruent scent, compared to when no added scent was added. This when combining both men and women. Statistically positive attitude difference was found for women when congruent scent was added. No differences were however found for men, neither when congruent nor incongruent was added.

Keywords: Sensory marketing, attitude, (in)congruent scent, café, gender

Place, publisher, year, edition, pages
2013. , p. 79
Keywords [en]
Sensory marketing, attitude, (in)congruent scent, café, gender
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-27004OAI: oai:DiVA.org:lnu-27004DiVA, id: diva2:632003
Subject / course
Business Administration - Marketing
Educational program
Business Administration and Economics Programme, 240 credits
Supervisors
Examiners
Available from: 2013-06-24 Created: 2013-06-24 Last updated: 2014-02-10Bibliographically approved

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