Factors That Influence Purchase Decisions Through Olfactory Marketing

Abstract: In the ever-evolving landscape of marketing, the power of sensory experiences has come to the forefront, with olfactory marketing emerging as a particularly captivating and effective strategy. Olfactory marketing, the art of leveraging the sense of smell to influence consumer behaviour, has been the subject of growing academic and industry interest in recent years. The investigation focuses on identifying the factors related to scent marketing which generate purchase intention among consumers. The target population was from Ernakulam district in Kerla, India. Cross-sectional research design was used with structured questionnaire to collect the responses from a sample of 319 respondents. The demographic characteristics and interest in scent marketing was surveyed as the first part of the questionnaire followed by focus on the factors that influence scent marketing from the consumers point of view. Exploratory factory analysis used to reduce the variables into factors.

Keywords: Olfactory marketing, Scent marketing, Purchase decision, Exploratory factor analysis, Multisensory appeals.