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Review of Aroma Marketing in Selected Areas: Case of Fashion Stores

Author

Listed:
  • Sugrová Michaela
  • Paluchová Johanna
  • Horská Elena
  • Bercik Jakub
  • Gendiar Samuel Norman

Abstract

A divatáruüzletek manapság egyre gyakrabban alkalmaznak speciális látványelemeket és egyéb eszközöket, amelyekkel rábírják vevőiket, hogy hosszabb ideig maradjanak, és egyúttal serkentsék őket a vásárlásra. Egyre több tudományos elemzés foglalkozik azzal, hogy megtalálják azt a tökéletes illatot a divatboltok számára, ami előnyös az üzlet szempontjából. Ha a boltok tulajdonosai és a marketingszakemberek megtalálják az üzletük számára tökéletes és legérdekesebb illatanyagot, meg kell találniuk azt a helyet is, ahonnan azt a leghatékonyan kiszórhatják. Az üzlet nagyságától függ, mennyi és milyen nagyságú diffúzort kell alkalmazni, illetve mennyi folyékony illatanyagra van szükség. A diffúzor elhelyezése történhet ott, ahol nagy a vásárlói forgalom, pl. az ajtóknál, vagy olyan szűk helyen, ahol a fogyasztókat közelebb akarják hoznia termékhez, és természetesen ott, azon termékek közelében, amelyekből növelni akarják az eladást. Az is fontos, hogy megfelelő szellőzése legyen az üzletnek, hogy megfelelő légmozgás legyen, és ne áramoljon ki az illatosított levegő – a nyitott ablakok és ajtók nem szerencsések ebben az esetben. Tanulmányunkban áttekintést adunk az elméleti szakirodalomról, amely az aromamarketing divatáruboltokban való közvetlen alkalmazásával és annak a fogyasztókra gyakorolt hatásával foglalkozik.

Suggested Citation

  • Sugrová Michaela & Paluchová Johanna & Horská Elena & Bercik Jakub & Gendiar Samuel Norman, 2018. "Review of Aroma Marketing in Selected Areas: Case of Fashion Stores," Prosperitas, Budapest Business University, vol. 5(3), pages 111-121.
    • Handle: RePEc:bbs:prospe:v:5:y:2018:i:3:p:111-121
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    References listed on IDEAS

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    1. Kevin Bradford & Debra Desrochers, 2009. "The Use of Scents to Influence Consumers: The Sense of Using Scents to Make Cents," Journal of Business Ethics, Springer, vol. 90(2), pages 141-153, November.
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