Volume/Issue/Review Month: Volume-XVII, Issue-II, Jul.-Dec.
Title: Role of Scented Ambience in Shaping Consumer Behaviour
Authors: Sinmoy Goswami , Dipankar Malakar, Shazeed Ahmed
Broad area: Marketing
Abstract:
The paper aims to identify the important determinants of scented ambience that helps consumers in the formation of positive feeling towards their shopping experience in a retail store. It further tried to find out if there was any preference for specific scents among consumers in a retail environment. This article has contributed to the preliminary investigations on identify the important determinants of scented ambience that helps consumers in the formation of positive feeling towards their shopping experience in a retail store. The study involved collection of relevant data through a survey of 547 respondent consumers. The study found that scented ambience in a retail outlet enhances the overall shopping experience of consumers by making it enjoyable and more exciting. The study found that scented ambience in a retail outlet enhances overall shopping experience of consumers by making it enjoyable and more exciting. Such scented ambience makes time spent in queuing line exciting, shopping interesting, and queuing for help enjoyable. Further, it was found that lavender fragrance was most preferred among consumers in a retail environment. The current research will add value to the existing marketing research. Further, it will assist managers in creating a more interesting and scented ambience.