Sensory Marketing and Simran Powar Samples †MyAssignmenthelp.com

Question: Discuss about the Kaela Ovington, Lovepreet Gill, Simran Powar, Emmanuel Elibe Final Project: Sensory Marketing. Answer: Marketing Consumer Behavior According to a research done by an olfactory scientist, Pamela Dalton, approximately 75% of peoples emotions are as a result of sensing of smell. She argues that people feel the smell first after which it is sent to brain centres of memories and emotions. It is important to use the sense of smell to awaken experiences as well as memories (2). Despite the dominance of themarketing sector by the optical media, consumers experience emotionally a large proportion of impressions through smell. This enables the businesses to come up with a unique brand identity that differentiates them from their competitors, and at the same time, it helps them communicate with their esteemed customers through greatest human senses, that is, olfaction. Smells reach the brain faster compared to other senses. Therefore, they perform a very important role in shaping the customers purchasing decision. This helps the business to create a much-needed bond with their customers (1). A good smell can help the business grow like in the case of Starbucks and Air Aroma where the strategies they implemented became successful hence, attracting consumers. However, choosing a complicated or wrong scent can turn off consumers (1). Therefore, it is important to choose a fragrance that is simple. Alternatively, the business can decide to involve the consumers in choosing the scent that smells good according to many of them. This will also make the customers feel that the company values them through involvement in such decisions as that of choosing a given fragrance for the company. Smell influences memories hence, scent marketing can help a company reach greater heights by making its brand unforgettable through scent marketing. References Rimkute, J., Moraes, C., Ferreira, C. (2016). The effects of scent on consumer behaviour. International Journal of Consumer Studies, 40(1), 24-34. Van Bommel, T. The Definite Guide to Scent Marketing. 2016, Available from: https://www.newneuromarketing.com/the-definitive-guide-to-scent-marketing