Neuromarketing el uso de los olores en las tiendas de ropa y cómo estos afectan a la decisión de compra del consumidor

摘要

Neuromarketing, a combination between Marketing and Neurosciences, is a marketing tool that has gained more popularity in the recent years. Its strategies aim to catch the attention of the five human senses: vision, touch, taste, olfaction and audition. This investigation is based on scent marketing and its effects on consumer behavior. The effect of five different scents was studied: Honey, Christmas Pine, Lemon, Apple/Cinnamon, and Roses; to discover if they have any effect in the consumer behavior and the decision making process. Eight focus groups where conducted with participants from 18 to 30 years old and form the middle and upper middle class to see which scent, if it was to be used in a clothing store, had a more positive effect. The investigation reached the conclusion that the most appropriate scent for a clothing store was the Apple/Cinnamon one due to its relaxing effects on consumers. The investigation also found out that this scent gave the store a more exclusive and luxuriousimage. Last but not least, it was proven that this scent made the consumers want to spend more time in the store, increasing the chances of them buying the product.