Abstract
The paper deals with the evaluation of the effectiveness of the application of aroma marketing describing a few possibilities of using aromatization in practice. Nowadays, many sophisticated tools are used in marketing and consumer behavior, such as sensory marketing and sensory perception. The following is the term of marketing communication and its division into the above-the-line and below-the-line communication, sales promotion, and in-store communication. The paper also focused on the new trends in the place of sale and aroma marketing. The subject of the practical part is the use of the aroma in the food store. An important part consists of a characteristic of the alliance, questionnaire survey, comparison of achieved sales volume and sales before placing the aroma diffuser, and while it was placed in the grocery store. The article aims to find out how the coffee aroma in the store influenced consumer decision-making and stimulated them to impulsive purchase and consequent influence on the company turnover. Concerning the results of our observation and questionnaire survey, we formulate suggestions and recommendations for the business operation and practice. The whole research was made in the grocery store “Môj obchod”.
Highlights
The use of scent in retail and sales, in general, is astonishing
An important part consists of a characteristic of the alliance, questionnaire survey, comparison of achieved sales volume and sales before placing the aroma diffuser, and while it was placed in the grocery store
After using the aroma diffuser in the store, we find that sales of canned coffee increased slightly. 19 respondents (32%) stated that canned coffee is in their shopping cart and this number has increased by 10%
Summary
The use of scent in retail and sales, in general, is astonishing. Scent’s main role is to make the customer feel comfortable, happy and put them at ease so they will spend more time in the store, spend more money and make them more likely to return. The critical value was higher (0.09) than the test characteristic (0.05), which means there is no difference between the evaluation of the customer feelings before and after using the aroma diffuser in the store. The largest share among the answers which smell in the store attracted the customer the most, was the smell of freshbaked pastries”, which was marked by up to 31 respondents (51%), this group increased by 9%.
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