Use of Consumer Neuroscience in the Choice of Aromatisation as Part of the Shopping Atmosphere and a Way to Increase Sales Volume

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62156489%3A43110%2F22%3A43921686" target="_blank" >RIV/62156489:43110/22:43921686 - isvavai.cz</a>

Výsledek na webu

<a href="https://doi.org/10.3390/app12147069" target="_blank" >https://doi.org/10.3390/app12147069</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.3390/app12147069" target="_blank" >10.3390/app12147069</a>

Jazyk výsledku

angličtina

Název v původním jazyce

Use of Consumer Neuroscience in the Choice of Aromatisation as Part of the Shopping Atmosphere and a Way to Increase Sales Volume

Popis výsledku v původním jazyce

The point of purchase is considered to be one of the few communication channels that is not yet saturated, and it has a relatively large potential for the future. A pleasant smell is also part of the shopping atmosphere. How smell affects customer behaviour and purchasing decisions is addressed by a relatively young scientific field, one of the existing kinds of sensory marketing-aroma marketing, otherwise called aromachology. Smell has mainly a subconscious influence; therefore, its examination is appropriate to be carried out using consumer neuroscience tools. This paper examined the perception of the shopping atmosphere in Slovak grocery shops and comprehensive interdisciplinary research on the impact of selected aromatic compounds on the cognitive and affective processes of the consumer, as well as the evaluation of the effectiveness of their implementation in food retail establishments. At the end of the paper, we recommend the possibilities of effective selection and the implementation of aromatisation of different premises, by which the retailer can achieve not only a more positive perception of the shopping atmosphere, but also an increase in retail turnover in individual sales sections.

Název v anglickém jazyce

Use of Consumer Neuroscience in the Choice of Aromatisation as Part of the Shopping Atmosphere and a Way to Increase Sales Volume

Popis výsledku anglicky

The point of purchase is considered to be one of the few communication channels that is not yet saturated, and it has a relatively large potential for the future. A pleasant smell is also part of the shopping atmosphere. How smell affects customer behaviour and purchasing decisions is addressed by a relatively young scientific field, one of the existing kinds of sensory marketing-aroma marketing, otherwise called aromachology. Smell has mainly a subconscious influence; therefore, its examination is appropriate to be carried out using consumer neuroscience tools. This paper examined the perception of the shopping atmosphere in Slovak grocery shops and comprehensive interdisciplinary research on the impact of selected aromatic compounds on the cognitive and affective processes of the consumer, as well as the evaluation of the effectiveness of their implementation in food retail establishments. At the end of the paper, we recommend the possibilities of effective selection and the implementation of aromatisation of different premises, by which the retailer can achieve not only a more positive perception of the shopping atmosphere, but also an increase in retail turnover in individual sales sections.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

50202 - Applied Economics, Econometrics

Projekt

—

Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2022

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

Applied Sciences

ISSN

2076-3417

e-ISSN

2076-3417

Svazek periodika

12

Číslo periodika v rámci svazku

14

Stát vydavatele periodika

CH - Švýcarská konfederace

Počet stran výsledku

23

Strana od-do

7069

Kód UT WoS článku

000832104500001

EID výsledku v databázi Scopus

2-s2.0-85137341283