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- Title
ESTÍMULOS OLFATIVOS INFLUENCIAM DECISÕES DE COMPRA? UM EXPERIMENTO EM VAREJO DE ALIMENTOS.
- Authors
Barboza, Maruza Vieira; Corrêa Carneiro, Juliana Vieira; de Oliveira Arruda, Danielle Miranda; Cavalcante Rolim, Francisco Mozart
- Abstract
This article tests the influence of olfactive stimuli on consumer buying decisions in a food retail store, by manipulating the aroma of chocolate inside the store. Based on a literature review, an experiment was conducted in a retail environment. A survey was applied to determine the perceptions of customers to the store, with and without manipulation of the aroma, and the impact of the aroma on sales volumes. The data analysis includes descriptive statistics and analysis of variance. The results revealed a 12% increase in revenue, demonstrating the influence of this factor on the customers' buying behavior. The study has important managerial implications, in that olfactive stimuli contribute to an increase in retail sales.
- Subjects
RETAIL industry; PURCHASING management; CONSUMER behavior; SENSORY perception; SALES forecasting; FOOD aroma; BUSINESS revenue; BUSINESS to consumer transactions; MANIPULATIVE behavior
- Publication
Revista Alcance, 2010, Vol 17, Issue 1, p58
- ISSN
1413-2591
- Publication type
Article