Impact of point-of-purchase olfactory cues on purchase behavior

2017 ◽  
Vol 34 (2) ◽  
pp. 119-131 ◽  
Author(s):  
Kaisa Kivioja
Keyword(s):  
Quantitative Methods ◽  
Product Category ◽  
Sales Promotion ◽  
Olfactory Cues ◽  
Purchase Behavior ◽  
Single Product ◽  
Content Type ◽  
Sensory Marketing ◽  
Point Of Purchase ◽  
The Impact

Purpose This study aims to examine the impact of olfactory cues at the point of purchase on consumers’ purchase behavior in terms of sales. Design/methodology/approach The theory of semantic congruence and sensory marketing on consumer behavior is tested using data collected through an experiment and analyzed using quantitative methods. Findings The presence of an olfactory cue has a positive impact on purchase behavior, as measured by product and product-category sales. Results indicate that a more common, category-congruent scent is optimal, as opposed to product-congruent, differentiating scent, even for a single product. Practical implications The findings encourage retailers to implement scents at the point of purchase as a sales promotion tool. Targeting a product category, instead of a single product, would seem the most feasible target scope. Originality/value This paper studies sensory marketing and cue congruence in a real-life retail setting, measuring the impact in terms of sales, and not only in relation to purchase intentions or brand image. Addressing a precisely defined target that suits retailing, namely, a single product and product category, is also novel, contrasting with earlier studies focused on ambient scents in large environments.

Olfactory cues and purchase behavior: consumer characteristics as moderators

2019 ◽  
Vol 53 (7) ◽  
pp. 1378-1399 ◽  
Author(s):  
Kaisa Sandell
Keyword(s):  
Decision Making ◽  
Quantitative Methods ◽  
Individual Characteristics ◽  
Sales Promotion ◽  
Olfactory Cues ◽  
Purchase Behavior ◽  
Content Type ◽  
Sensory Marketing ◽  
The Individual ◽  
Loyalty Card

PurposeThis study aims to examine the relationship between consumer characteristics and the effectiveness of olfactory cues on purchase behavior.Design/methodology/approachThe theories of the effects of consumer decision-making, olfaction and sensory marketing on purchase behavior are applied using loyalty card data collected through an experiment. These data are analyzed using quantitative methods.FindingsThe presence of an olfactory cue has a positive impact on purchase behavior, as measured by product-category sales. Results indicate that in sales promotion, olfactory cues are most efficient in men who have hedonistic or quality-oriented decision-making styles.Research limitations/implicationsThis paper is the first to study the effectiveness of olfactory cues on purchase behavior when the interactions between the individual characteristics of consumers are considered. The study broadens extant frameworks of sensory marketing by placing the consumer in the central position as the processor of sensory cues. The work pioneers the integration of consumer’s decision-making style (CDMS) as one of the moderating factors in the process.Practical implicationsThe results encourage retailers and practitioners to consider CDMS – and not only gender or age – when using olfactory cues in sales promotions. Hopefully, this paper will inspire retailers to think of the more psychological aspects of consumer behavior and decision-making when planning their loyalty card systems.Originality/valueThis paper is the first to study the effectiveness of olfactory cues on purchase behavior when the interactions between the individual characteristics of consumers are considered. Addressing the decision-making style in addition to demographics is a novel approach, contrasting with earlier studies that merely focused on olfactory acuity.

The influence of price and promotion on package size propensity

2017 ◽  
Vol 32 (2) ◽  
pp. 93-103
Author(s):  
Amit K. Ghosh
Keyword(s):  
Decision Making ◽  
Product Category ◽  
Relative Price ◽  
Grocery Stores ◽  
Consumer Decision Making ◽  
Content Type ◽  
Household Level ◽  
Packaged Goods ◽  
Package Size ◽  
The Impact

Purpose The constantly changing prices, promotions, and packaging options have made decision making more complex for consumers of packaged goods. The purpose of this paper is to explore how price and promotions influence consumer propensity to buy a certain package size. Design/methodology/approach Scanner panel data for shelf-stable salad dressing obtained from Information Resources Inc. were used to compute the proportion of large packages bought, the relative price paid for large packages, propensity to use various types of promotions, and a behavioral covariate for each household. Data of over 5,600 households were analyzed using a multiple regression analysis for hypothesis testing. Findings The positive nature of relationship between the relative price of large packages and the proportion of large packages bought demonstrates the suboptimal nature of consumer decision making. The inefficiency is partially attributable to the abundance of promotions, to consumers’ lack of price awareness, and to the use of heuristics by consumers. Also, consumers who are prone to use promotions such as displays and temporary price reductions tend to purchase larger packages. They are more likely to buy impulsively and base their decisions on heuristics. In contrast, consumers who are influenced by featured price cuts and who utilize coupons tend to purchase smaller packages. Research limitations/implications Data were obtained from grocery stores; only a single product category was studied. Practical implications Offer coupons and advertise featured price cuts on small packages to increase the sales of smaller packages. To move large packages successfully, retailers should rely more on in-store displays and temporary price reductions. Originality/value The impact of price and promotions on package size propensity has never been investigated. This study is also one of the few that uses a household-level analysis based on observable purchase data for consumer packaged goods.

scholarly journals The impact of experiential augmented reality applications on fashion purchase intention

2018 ◽  
Vol 48 (5) ◽  
pp. 433-451 ◽  
Author(s):  
Anna Watson ◽  
Bethan Alexander ◽  
Leyla Salavati
Keyword(s):  
Augmented Reality ◽  
Purchase Intention ◽  
Affective Response ◽  
Purchase Behavior ◽  
Research Approach ◽  
Snowball Sampling ◽  
Content Type ◽  
Shopping Motivation ◽  
Hedonic Shopping ◽  
The Impact

Purpose Utilizing the stimulus-organism-response model, the purpose of this paper is to examine the effects of augmented reality (AR) (specifically augmentation) on consumers’ affective and behavioral response and to assess whether consumers’ hedonic motivation for shopping moderates this relationship. Design/methodology/approach An experiment using the manipulation of AR and no AR was conducted with 162 participants aged between 18 and 35. Participants were recruited through snowball sampling and randomly assigned to the control or stimulus group. The hypothesized associations were analyzed using linear regression with bootstrapping. Findings The paper demonstrates the benefit of using an experiential AR retail application (app) to positively impact purchase intention. The results show that this effect is mediated by positive affective response. Furthermore, hedonic shopping motivation moderates the relationship between augmentation and the positive affective response. Research limitations/implications Because of the chosen research approach, the results may lack generalizability to other forms of augmentation. Therefore, researchers are encouraged to test the proposed model using different types of AR stimuli. Furthermore, replication of the study with other populations would increase the generalizability of the findings. Practical implications Results of this study provide a valuable reference for retailers of the benefits of using AR when attempting to optimize experiential value in online environments. Originality/value The study contributes to experiential retail and consumer purchase behavior research by deepening the conceptualization of the impact of experiential technologies, more specifically AR apps, by considering the role of hedonic shopping motivations.

Influence of the perceived benefit of a social network-based sales promotion on the perceived quality of a heritage complex

2022 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Esmeralda Crespo-Almendros ◽  
M. Belén Prados-Peña ◽  
Lucia Porcu ◽  
Juan Miguel Alcántara-Pilar
Keyword(s):  
Social Network ◽  
Perceived Quality ◽  
Sales Promotion ◽  
Sales Promotions ◽  
Content Type ◽  
Heritage Sites ◽  
Negative Effect ◽  
Quasi Experimental ◽  
The Impact

Purpose This study seeks to analyze the influence of the consumer's perceived benefits deriving from two different promotional incentives offered via social media on the perceived quality of the heritage complex.Design/methodology/approach A quasi-experimental study was carried out among online users, implementing two different promotional stimuli. Facebook was selected as the social network through which the promotional incentives were offered in the experiment. The sample was obtained via a panel of Internet users provided by Sondea Internet SL.Findings The results showed that the benefits perceived by the tourists will depend on the sales promotion type offered. On the one hand, free VIP pass was found to be mostly related to hedonic benefits that positively affect perceived quality. On the other hand, 2 × 1 offer would be perceived as a utilitarian benefit and is likely to exert a fairly negative effect on perceived quality.Practical implications Tourism managers and practitioners are encouraged to analyze the characteristics of certain types of sales promotions, as each promotional incentive bears different values and associated benefits. The findings of this study suggest managers and practitioners to implement non-monetary promotions to enhance brand equity and perceived quality. Thus, it is paramount for the managers of cultural institutions and heritage sites to trust in sales promotions which can be very helpful if they are designed carefully.Originality/value This study pioneers the analysis of the impact of the benefits associated with different typologies of sales promotions on social networks on the perceived quality of a heritage site.

Combatting economic crimes in Nigeria through whistleblowing: a shift from policy to legal framework

2020 ◽  
Vol 23 (4) ◽  
pp. 819-832
Author(s):  
Sirajo Yakubu ◽  
Mohammed Kyari Dikwa
Keyword(s):  
Personal Experience ◽  
Quantitative Methods ◽  
Legal Framework ◽  
Critical Examination ◽  
Policy Document ◽  
Content Type ◽  
National Assembly ◽  
Qualitative And Quantitative Methods ◽  
Nigerian Government ◽  
The Impact

Purpose The purpose of this paper is a holistic assessment of the impact of whistleblowing policy adopted by the Nigerian Government in fighting corruption and an evaluation of the whistleblowing and witness protection bill. Design/methodology/approach This paper is a critical analysis of the whistleblowing policy and the draft whistleblowing and witness protection bill. The paper combines both qualitative and quantitative methods. It is conducted through the study of the policy and the draft bill and the critical examination of the data released by the federal Ministry of Finance. Moreover, the personal experience of the authors in the civil service and in formulating and implementing the whistleblower policy account significantly. Findings The whistleblowing policy adopted by the Federal Republic of Nigeria is promising in controlling corruption and other economically motivated crimes. However, while efforts to give whistleblowing a legal backing will strengthen the fight against corruption in Nigeria, the National Assembly must subject the bill to rigorous debate to avoid having many lacunas in would be act. Research limitations/implications The use of whistleblowing in combatting corruption in Nigeria is still at its infancy. A policy document backs implementation of the policy – there is no legislation or case law to consider. Thus, analysis is based on the policy document, the bill, statistics from the FMF and personal experience of the authors. Originality/value There is no comprehensive study on the adoption of and efforts to give legal backing to, the whistleblowing policy adopted in Nigeria. This paper is of value to the Nigerian Government and the National Assembly considering the latest efforts to institutionalise whistleblowing in Nigeria.

Browsing behaviour as a mediator: the impact of multi-sensory cues on purchasing

2019 ◽  
Vol 36 (2) ◽  
pp. 253-263 ◽  
Author(s):  
Miralem Helmefalk
Keyword(s):  
Design Methodology ◽  
Consumer Behaviour ◽  
Retail Store ◽  
Sensory Cues ◽  
Content Type ◽  
Sensory Marketing ◽  
Group Data ◽  
Subsequent Effect ◽  
The Impact ◽  
Empirical Contribution

PurposeThis paper aims to examine how multi-sensory cues, when store-congruent, influence consumer browsing behaviour and its subsequent effect on purchasing.Design/methodology/approachTwo studies were used with a field experimental design in a furnishing retail store to examine browsing behaviour and purchasing in a visual, auditory, olfactory and a multi-sensory treatment group. Data were gathered over 12 weeks. This study was a set of studies comprising my dissertation thesis (Helmefalk, 2017).FindingsFindings show that multi-sensory cues in a retail atmosphere are evidently influencing purchasing via browsing behaviour as a mediator.Originality/valueThe findings evidence browsing behaviour as a mediator and predictor for purchasing, which emphasizes its conceptual and empirical contribution in terms of modifying retail atmospheres. The work contributes to the field of retailing, sensory marketing and consumer behaviour, a novel view on the linkages between multi-sensory cues, browsing behaviour and purchasing.

Recognition of prior learning as an access tool

2019 ◽  
Vol 9 (4) ◽  
pp. 563-570
Author(s):  
Ike Hlongwane
Keyword(s):  
Higher Education ◽  
Quantitative Methods ◽  
Education And Training ◽  
Alternative Route ◽  
Prior Learning ◽  
Content Type ◽  
Diverse Backgrounds ◽  
Recognition Of Prior Learning ◽  
The Impact ◽  
And Training

Purpose The purpose of this paper is to investigate the impact of recognition of prior learning (RPL) as an alternative tool for access into learning programmes in South African Library and Information Science (LIS) schools. Design/methodology/approach The study adopted quantitative methods, and utilised questionnaires and document analysis to collect data. Findings The study found that despite an institutional “will” among the LIS schools to open up access to learners who come from diverse backgrounds; there are still aspects that inhibit the use of RPL as an alternative route of access into higher education and training. Research limitations/implications In-depth interviews were not conducted to ascertain the veracity of the findings. Practical implications This study was valuable for institutions, policy makers, government and other stakeholders to assess the impact of RPL implementation in higher education and training. Originality/value Despite there been very little published concerning RPL implementation in higher education and training, use of RPL, as an alternative route to access into higher education and training is generally low. The paper seeks to highlight and promote RPL as an alternative route of access into higher education and training especially for non-matriculants from diverse backgrounds.

The impacts of comparative ads used by retailers to compare their store brands with national brands

2020 ◽  
Vol 49 (1) ◽  
pp. 1-22
Author(s):  
Jérôme Lacoeuilhe ◽  
Didier Louis ◽  
Cindy Lombart ◽  
Blandine Labbé-Pinlon
Keyword(s):  
Purchase Intention ◽  
Product Category ◽  
Food Products ◽  
Store Brand ◽  
Convenience Sample ◽  
Comparative Advertising ◽  
Content Type ◽  
Price Consciousness ◽  
Comparative Ads ◽  
The Impact

PurposeThe research aim is to investigate the impacts of comparative ads used by retailers to compare the prices of their store brand (SB) products with those of equivalent national brand (NB) products. More specifically, this research examines if consumers perceive retailers as legitimate when they use comparative ads to compare the prices of their SB products to those of equivalent NB products, and how effective are these comparative ads in terms of actual purchases. This research also explores for which SB type (economy, standard or premium) and consumers are comparative ads most effective.Design/methodology/approachThis research investigates consumers' reactions to comparative ads used by retailers to compare the prices of their SB products with those of similar NB products through an experiment within a store laboratory. A between-subject design has been used. The participants of the first/second/third group (n1 = 93/n2 = 92/n3 = 91) were exposed to ads comparing the prices of retailer's economy/standard/premium SB food products with their equivalent NB food products, in the same product category. The participants of each group carried out a shopping trip in the store laboratory.FindingsConsumers consider retailers legitimate when they use comparative ads. This favourable evaluation improves their attitude towards these ads. However, the impact of retailers' legitimacy of (1) means, (2) objectives and (3) historical legitimacy on consumers' attitude towards comparative ads depends on the SB type (economy, standard and premium). By contrast, comparative ads are effective in terms of consumers' attitude towards these ads and towards SBs, along with purchase intention and actual purchases of these brands, whatever the SB type. Lastly, this research highlights that comparative ads for SBs are mainly directed at consumers with high levels of price consciousness and resistance to NBs.Research limitations/implicationsThis research only tested the impact of direct comparative advertising and an extrinsic attribute (price). The research experiment was conducted on a convenience sample, which limits its external validity.Practical implicationsThis research encourages retailers to use comparative advertising for their SBs (economy, standard and premium) for several reasons. First, this study suggests that comparative advertising is an effective tool for retailers to shape or improve consumers' attitude towards SBs, via their attitude towards comparative ads. Second, this research proposes that comparative advertising contrasting the prices of SB products with those of NB products could increase retailers' in-store sales of their SBs. Lastly, this research underlines that comparative advertising is particularly effective for consumers with high levels of price consciousness and resistance to NBs.Originality/valueThis research supplements previous research in the field of SBs and comparative advertising. Previous research on comparative advertising has examined NBs exclusively (Dianoux et al., 2013; Beard, 2018). Comparisons between SBs and NBs are lacking. This research thus validates the use of this specific form of communication for SBs, given the paucity of studies of the effects of the use of mass media communication on SBs (Nenycz-Thiel and Romaniuk, 2014; Gendel-Guterman and Levy, 2017).

scholarly journals Others’ environmental concern as a social determinant of green buying

2014 ◽  
Vol 31 (6/7) ◽  
pp. 417-429 ◽  
Author(s):  
Laurent Bertrandias ◽  
Leila Elgaaied-Gambier
Keyword(s):  
Negative Impact ◽  
Environmental Concern ◽  
Product Category ◽  
Social Determinant ◽  
Social Dimension ◽  
Social Risk ◽  
Purchasing Behavior ◽  
Environmental Behaviors ◽  
Content Type ◽  
The Impact

Purpose – This paper aims to achieve a better understanding of the social dimension underlying green purchasing behavior by assessing the impact of environmental concern ascribed to relevant others. Design/methodology/approach – A survey was conducted among 468 French interviewees. Using a scenario, respondents were asked to choose between two similar products: one is very fashionable but harmful to the environment and the other has comparable features with a lower negative impact on the environment. In parallel, respondents had to cite four relevant others and to make several attributions about them. Environmental concern was one of these attributions. Findings – Ascribed environmental concern increases the probability to choose the product with a low environmental impact over the more harmful alternative. This process is mediated by perceived social risk and self-incongruity associated with the environmentally unfriendly product. Research limitations/implications – Conclusions are drawn on the basis of a specific choice for a particular product category. Practical implications – Environmentally responsible consumers should be encouraged to express their convictions publicly within their social network. Social implications – Consumers are more inclined to adopt an environmental reading of what they plan to buy when they ascribe environmental preoccupations to their referent others either to preserve their social ties or to preserve their self-congruity. This proximity effect should be exploited to promote pro-environmental behaviors. Originality/value – Most studies on the determinants of green behavior either focus exclusively on individual predispositions or tackle social influence too explicitly. By assessing the effect of ascribed environmental concern instead on individual environmental concern, this research offers an original approach.

The effect of the moral failure of a foreign brand on competing brands

2017 ◽  
Vol 51 (5/6) ◽  
pp. 903-922 ◽  
Author(s):  
Amro A. Maher ◽  
Anusorn Singhapakdi
Keyword(s):  
Real Life ◽  
Product Category ◽  
Content Type ◽  
Moral Failure ◽  
Foreign Brand ◽  
Intention To Purchase ◽  
Negative Effect ◽  
Foreign Brands ◽  
The Impact ◽  
Positive Effect

Purpose The purpose of this paper is to examine the impact of the moral failure of a scandalized foreign brand afflicted with a product-harm crisis on competing brands (i.e. within the same product category) while taking into account the country of origin (COO) of the brands. Design/methodology/approach This paper presents the results of two studies. The first study uses an experimental design, while the second uses a survey to examine a real-life product-harm crisis. Findings The results indicate that the moral failure of a scandalized foreign brand has an indirect negative effect on the intention to purchase competing foreign brands from the COO of the scandalized foreign brand. This effect is, however, reversed for domestic brands, where moral failure has an indirect positive effect on the intention to purchase competing domestic brands. Research limitations/implications The results of this research were based on an examination of how US consumers responded to the moral failure of Japanese and German brands. Future studies should examine brands from different COOs in different countries. Practical implications These results suggest that competing foreign brands from the COO of the scandalized brand should collaborate to quickly handle a product-harm crisis to prevent a spillover and that domestic competitors should capitalize on the opportunity to attract new customers. Originality/value This study represents a first attempt to examine the effect of a foreign brand’s moral failure in handling product-harm crisis on competing brands, both foreign and domestic.

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