Olfactory marketing as a technological innovation tool for the Indian retail industry – a study of Shoppers Stop retail store in Kolkata, India (original) (raw)

International Journal of Indian Culture and Business Management, 2024

Abstract

Olfactory marketing is a phenomenon that is in the current trend of usage by marketing experts to ensure that consumers are more involved in the purchase decision-making process. Past studies have revealed that customers today look for more than the product and give a lot of importance to the atmosphere where the product or service is being consumed. The study surveyed 190 shoppers across a shopping mall in Kolkata, India. The study further uses the SPSS software program to test the regressions between different variables and build a new understanding of the impact of fragrance cues on consumer purchase decisions under the influence of control variables. This is the first study to demonstrate the effects of fragrance cues on retail shopping stores in Kolkata, India. The study would help managers to fathom the essence behind the importance of olfactory marketing in the retail marketing area.

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