Effect of perfume marketing

Of all the senses, smell is most closely related to memory and emotion. The effect of fragrance marketing is mainly reflected in the influence of fragrance on product brand evaluation, brand memory and advertising effect.

First, the influence of aroma on product and brand evaluation. Marketing practice has proved that pleasant aroma that conforms to product characteristics can enhance consumers' evaluation of products. In the fragrant shopping environment, the appropriate fragrance can enhance the shoppers' evaluation of the store environment and goods, and increase their desire to visit the store again. In addition, the presentation of aroma can enhance people's evaluation of brands, especially for unknown brands. In a room with fragrance, 80% people will be more inclined to buy or like a certain product, and many people will pay 10%~ 15% more for the product. However, unlike the aroma of the goods themselves, the environmental aroma may also affect shoppers' evaluation of all the goods for sale on the shelves, including those that are not suitable for aroma.

Second, the influence of aroma on the stay time in the store. Pleasant fragrance provides psychological satisfaction for consumers, and the fragrance of retail stores has a positive impact on consumer behavior. Merchants use aroma to attract customers, grasp customers' feelings and psychology, and make customers feel satisfied and happy when spending, thus achieving the purpose of improving customer loyalty. Adding fragrance in the retail environment may not directly affect sales, but at least it can prolong consumers' stay in the store and enjoy the pleasant mood brought by the environment. For example, lavender aroma can help guests relax and prolong their leisure time in the store, thus making them consume more wine, coffee and food.

Thirdly, the influence of aroma on brand memory. Smell affects people's memory and emotions related to experience. Using aroma in retail environment can awaken people's memory. For example, the aroma of coffee can arouse people's emotional memory of daily life scenes, and can also arouse people's memory of a happy consumption scene. Retailers are more willing to provide a unique smell, which forms a memory connection between the smell and the store in this way and strengthens consumers' memory of the brand. Research shows that aroma can especially strengthen people's memory of unknown brands, increase consumers' attention to unknown brands and prolong their attention time.

Fourthly, the influence of aroma on advertising effect. Advertising is an important marketing tool, and more and more companies use aroma in advertising. For example, Kraft foods embeds smells in magazine advertisements, and readers just need to rub some fixed points on the advertisement page, and delicious food will float out. Take Kraft's cream cheese advertisement as an example. There is strawberry cheesecake in the picture. Once rubbed, the photo will give off a sweet milk smell. In addition, the flavors of cinnamon coffee, cherry jelly and white chocolate are also presented in this series of different advertisements.

Fifth, compared with the uncoordinated smell, the environmental aroma that is in harmony with the style of goods will make consumers have a more positive evaluation of merchants and goods, and they are more willing to produce approaching behavior. The so-called coordination is to meet the expectations of consumers and form cognitive coordination. Aroma in harmony with product characteristics can increase consumers' approach attitude towards product quality, product grade and brand information, while disharmony will easily lead to cognitive conflicts among consumers.

For example, spatial factors such as aroma, background music, color and temperature will affect consumers' cognition, mood and consumption preference. People feel goods through a variety of senses. Consumers will look at the color of goods, listen to the sound of goods, feel the elasticity of goods and smell the smell of goods. The information sent by various sensory forms will affect people's evaluation of goods. Contradictory sensory information will surprise consumers at first, and then produce positive emotions (such as entertainment and curiosity) or negative emotions (such as disappointment and anger), which will affect their evaluation of goods. Background music can stimulate impulsive consumption, while aroma is more likely to stimulate rational consumption. The consistency of environmental aroma and background music can have a positive impact on consumer emotions and consumer preferences; If it is inconsistent, it will not only have a positive impact on consumption, but even have a negative effect. When the aroma is in harmony with the music rhythm, the consumer's expenditure will increase significantly, otherwise it will have a strong negative effect.

In addition, the population density in the store is also a factor that cannot be ignored. The population density and environmental aroma in the store will affect the consumer experience. In the environment of high population density, consumers are under too much information stimulation and cannot handle all environmental information. Crowded people may also cause certain psychological pressure, which makes consumers feel that they have lost their personal space, their personal freedom is restricted, and consumers' avoidance behavior increases. When the population density is moderate, the fresh and pleasant environmental aroma will have a more significant impact on consumers' emotions and can positively affect people's cognition of shopping malls. If the population density is too high or too low, the regulatory effect of environmental aroma will be negative due to the influence of information disharmony theory.