In authors or contributors

THE POWER OF SCENT MARKETING: INFLUENCING CONSUMERS TO PURCHASE

Resource type
Authors/contributors
Title
THE POWER OF SCENT MARKETING: INFLUENCING CONSUMERS TO PURCHASE
Abstract
Examining consumer perceptions of scent marketing in Macau's retail setting is the goal of this study. The study focuses on the following two primary uses of scent marketing in retail environments: subliminal application and application as a component of branding strategy. Qualitative research methodology is used. A total of ten consumer interviews produced the data. The findings show that consumers are in favor of scent marketing's use in retail settings. The use of scent marketing as a tool for establishing brands is preferred, and consumers find this approach to scent marketing to be more acceptable than its subliminal application. Although consumers believe that other factors, such as price, are typically more significant than scent when making purchases, the use of subliminal scents was not always evaluated negatively. Unless occasionally when making an unplanned purchase, consumers do not think that a subliminal scent can significantly impact their purchasing behavior
University
University of Saint Joseph
Place
Macau
Date
2023
# of Pages
100
Language
eng
Short Title
THE POWER OF SCENT MARKETING
Library Catalog
Library Catalog (Koha)
Call Number
M-BA 2023 FON,UN
Notes
In Partial Fulfillment of the Requirements for the Degree of Master in Business Administration in the School of Business & Law, University of Saint Joseph, 2023Supervisor : Alessandro Lampo
Citation
Fong, U. I. (2023). THE POWER OF SCENT MARKETING: INFLUENCING CONSUMERS TO PURCHASE [University of Saint Joseph]. https://library-opac.usj.edu.mo/cgi-bin/koha/opac-detail.pl?biblionumber=210897