Resumen

GRISALES CASTRO, Claudia Patricia. THE OLFATIVE MARKETING AS POSITIONING OF BRANDS. Tend. [online]. 2019, vol.20, n.2, pp.69-92. ISSN 0124-8693.  https://doi.org/10.22267/rtend.192002.123.

The objective of this study based on analyzing the perception that consumers have about olfactory sensory marketing, as a strategy used for brand positioning.

The sense of smell has always been a determining factor in human decision making, however, the studies that exist on the process that links aromas, smell and brands. They are descriptive and internal in nature for the reason they cannot confirm that a strategic aroma, applied to a company or brand is an effective positioning factor.

Some brands already use the sense of smell as an activator of relationships, emotions and feelings with their customers, taking advantage of the sense of smell does not present advertising saturation, and has direct communication with memory, however, it is an isolated strategy that migrates from other countries and that for most companies it is a new concept as a sensory marketing application.

An exploratory quantitative investigation carried out using surveys applied to (120) consumers, between men and women between the ages of 18 and 60, with purchase and consumption processes in the Colombian territory.

The findings relate positively to the consumer and the aromas, it can also be evidenced how novel the olfactory marketing concept is for the market, confirming that some consumers do know these types of strategies, and have experienced it in large brands, such as hotels, restaurants and clothing sector.

As conclusions can be evidenced a willingness on the part of consumers in the implementation of olfactory sensory strategies for brands. Turning this into an interesting market opportunity for companies, developers and distributors of olfactory marketing, since the consumer in general is willing to enjoy the olfactory sensory strategy.

JEL: M3, M30, M31, M37, M39, D11, D12

Palabras clave : sensory marketing; olfactory marketing; olfactory merchandising; note; scent..

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