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- Title
L’ambiance olfactive : de la théorie à la pratique d’enseignes de supermarchés.
- Authors
Frikha, Azza
- Abstract
The aim of the study is to explore the olfactory practices of some supermarkets. Semi-structured interviews with marketing directors of supermarket chains allowed, to better understand the interest given to ambient scent, following a content analysis. It has been observed that interviewers are aware of the power of scent to generate a multitude of customer reactions. The use of a pleasant olfactory stimulation in supermarket seems, however, limited. Additionally, it seems that an olfactory stimulation is determined through its pleasance and congruence with the products, the store and its atmospheric components.
- Subjects
MARKETING executives; SUPERMARKETS
- Publication
Recherches en Sciences de Gestion, 2021, Issue 146, p121
- ISSN
2259-6372
- Publication type
Article