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Vplyv vône ako nástroja zmyslového marketingu na rozhodovanie spotrebiteľa
Letašiová, Lucia
In this master’s thesis, the effect of smell as a tool of sensory marketing on consumer decision making is examined. The aim of the thesis is to describe the functioning of smell in a consumer decision making context and based on gathered data suggest possible recommendations applicable for selected culinary establishments that would serve to meet the needs of consumers as well as operators of these establishments. The case is demonstrated on an empirical study carried out in the Slovak National Theatre, whereby visitors were exposed to purposefully released smells over the period of two weeks. Consumer behaviour and revenues attributable to three selected items were observed over the studied timeframe. The collected data was subsequently compared to that of a counterfactual period in which no smells were being released. A statistically significant difference was observed in the sales of all three items examined, whereby the revenues stemming from coffee and strudel saw an increase, while the revenue from savoury pastry saw a decline. At the same time, it is necessary to identify potential factors that may have skewed the obtained data. Visitors have in their consumption process felt restricted primarily by a time constraint, which is necessary to take into account for long-term application of smell as a tool of sensory marketing, as well as for future research purposes.
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Olfactory marketing - the usage of natural and artificially spread aroma in retail stores selling natural cosmetics
Plachá, Linda ; Jesenský, Daniel (advisor) ; Koudelková, Petra (referee)
The bachelor thesis "Olfactory marketing - The usage of natural and artificially propagated aroma in retail stores of natural cosmetic products" deals with the usage of olfactory marketing in the field of business and its influence on the customer. Thesis will be divided into two parts - theoretical and practical. The first chapter in the theoretical part, which deals with the brief characteristics and analysis of the current situation of in-store marketing, is an introduction to the theme of the whole work. The second chapter deals with the physiology of smell and emotional memory, which enables in-store marketing to use olfactus as a tool for effective sales promotion. History, principles and olfactory marketing in general are discussed in the last chapter of the theoretical part of this bachelor thesis. In this chapter, the text author deals in with the differences between artificially propagated and naturally fading smells at the point of sale. Olfactory marketing is belong to neuromarketing. Sensory marketing use human senses - taste, smell, sight and hearing. The practical part of the bachelor thesis is divided into four chapters. Each part deals with one of the examined brands and their shops. Chapters contain a brief description of selected brands - history, principles and ideas of the...
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Olfactory marketing and its sales impact
Šimáčková, Pavla ; Vranka, Marek (advisor) ; Zezulková, Markéta (referee)
The Bachelor's Thesis entitled "Olfactory marketing and its sales impact" addresses the marketing possibilities of our olfactory sense utilisation in marketing. This Thesis is divided into three parts. The first part is supposed to put the readers in the context of the field. It tries to provide the readers with sensory marketing overview since the olfactory marketing is its subcategory. This theoretical part of Thesis includes concepts relating to human sensory perception, a definition of sensory marketing and short description of sensory marketing evolution in history and also nowadays. This chapter is concluded with description of human senses marketing utilisation. The second part is dedicated to olfactory marketing itself. It includes a definiton and also describes a human scent perception and scent impact on human emotions and memory. The olfactory marketing in history and current olfactory marketing utilisation in practice is mentioned, too. An analysis of factors impacting olfactory marketing effectivity and case studies proving positive olfactory marketing impact on sales are the pivotal points of this chapter. Olfactory marketing instruments and their approximate price are also mentioned. All the knowledge coming from the theoretical part will be used in practical part of the Thesis. The...
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Olfaktorická interakce člověka a dřeva
Shorná, Radka
Theoretical part of this thesis, deals with issues of odor substances found in the interior environment with special focus on solid wood odors and their relationship with VOCs. Although there is no direct impact of odors on human health, they can severely affect physical and mental well-being of the individual and lead to secondary complications and accidents. Subjective evaluation of odor perception is one of the factors that can be decisive when choosing furnishing elements. It is assumed that the human and wood olfactoric interaction could play an important role in marketing strategies of furniture manufacturers and distributors. Therefore, there was also practical part to this project, which deals with subjective odor evaluation of solid wood samples using sensory analysis. Then evaluation of short questionnaires. The obtained data were used to finalize results applicable in practice and useful for further olfactory research. Final part of this thesis deals with possible practical applications of those results, different means of aromatisation and their concrete rendering.
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