Aromakologia w sektorze żywności – aspekty wyboru produktów żywnościowych przez konsumentów

Abstract

A current therapy trend known as „back to nature therapy” boosts the use of essential oils and pure fragrance compounds and increases the importance thereof not only in medicine, but also in the business sphere. Marketing services involving aroma applications include for example scent logo or corporate aroma, selecting air-scent for interiors that strongly depends on the type of industry, scents used during marketing campaigns, corporate events or in outlets as those scents impact customer behaviour. In the paper there was presented a review of the reference literature on the aroma usage in food retail outlets. There was discussed the effect of aromas on the behaviours and emotions of consumers and on their perception of the environment as was the effect of aromas on the likelihood of purchase, the amount of money spent, and the evaluation of products and the outlet. It was showed that the scent applied had a positive effect on the shoppers and customers, incl. their moods, behaviours and emotions. Regarding the type of aroma, the analysis covered mostly the floral and food-based scents incl. citrus and herbal scents. It was proved that following the category-congruent olfactory cues had a positive effect on the sales of the entire product range. In general it can be inferred that modifying the environment by adding appropriate aromas has a positive effect on customers, and this can be a high potential for the food sector and for other sectors of the business sphere.