<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0124-8693</journal-id>
<journal-title><![CDATA[Tendencias]]></journal-title>
<abbrev-journal-title><![CDATA[Tend.]]></abbrev-journal-title>
<issn>0124-8693</issn>
<publisher>
<publisher-name><![CDATA[Universidad de Nariño, Facultad de Ciencias Económicas y Administrativas]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0124-86932021000200001</article-id>
<article-id pub-id-type="doi">10.22267/rtend.212202.166</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[PERCEPCIÓN DEL CONSUMIDOR SOBRE EL IMPACTO DEL MERCHANDISING OLFATIVO COMO ESTRATEGIA DEL MARKETING SENSORIAL]]></article-title>
<article-title xml:lang="en"><![CDATA[CONSUMER PERCEPTION OF THE IMPACT OF OLFACTORY MERCHANDISING AS A SENSORY MARKETING STRATEGY]]></article-title>
<article-title xml:lang="pt"><![CDATA[PERCEPÇÃO DO CONSUMIDOR SOBRE O IMPACTO DA COMERCIALIZAÇÃO OLFATIVA COMO ESTRATÉGIA DE MARKETING SENSORIAL]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Grisales Castro]]></surname>
<given-names><![CDATA[Claudia Patricia]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Hernández García]]></surname>
<given-names><![CDATA[Edwin Arbey]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Montenegro Cardona]]></surname>
<given-names><![CDATA[Evelyn Xiomara]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Comunicación, Corporación Universitaria para el Desarrollo Empresarial y Social (CUDES)  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Corporación Universitaria para el Desarrollo Empresarial y Social (CUDES)  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Corporación Universitaria para el Desarrollo Empresarial y Social (CUDES)  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Colombia</country>
</aff>
<pub-date pub-type="pub">
<day>01</day>
<month>07</month>
<year>2021</year>
</pub-date>
<pub-date pub-type="epub">
<day>01</day>
<month>07</month>
<year>2021</year>
</pub-date>
<volume>22</volume>
<numero>2</numero>
<fpage>1</fpage>
<lpage>25</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0124-86932021000200001&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0124-86932021000200001&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0124-86932021000200001&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen La percepción de olores siempre ha estado relacionada con el comportamiento del ser humano, sin embargo, como estrategia empresarial es nueva; en su aplicación y medición. El objetivo principal es conocer el impacto del merchandising olfativo como estrategia sensorial. Se llevó a cabo una investigación de tipo exploratoria cuantitativa con análisis de datos descriptivos, consolidados a través de encuestas mediante muestreo aleatorio simple. Dentro de los principales resultados se evidencia que los aromas preferidos son las notas relajantes, para consumidores mayores de 36 años, seguidas de las notas cítricas, para consumidores menores de 35 años; en el caso de las ocupaciones, los empleados y empresarios prefieren aromas relajantes. Finalmente, los resultados mostraron aceptación y optimismo por parte de las personas hacia las marcas que desarrollan estrategias de merchandising olfativo. JEL: D12; D87; M31; M37]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract The smell perception has been related to human behavior; however as a business, strategy is relatively new, in its application and measurement, therefore the main objective of the article is to understand the impact of olfactory merchandising as a sensory strategy on consumers. Applied field research of quantitative exploratory type and under analysis of descriptive data was carried out, they were consolidated through surveys by simple random sampling. In the main results it is evident that the preferred aromas are the relaxing olfactory notes, for consumers over 36 years of age, followed by citrus notes, for consumers under the age of 35 years of age; in the case of occupations, employees and entrepreneurs prefer relaxing aromas. Finally, the results showed people's acceptance and optimism for the brands and products they develop olfactory merchandising strategies. JEL: D12; D87; M31; M37]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo A percepção de cheiros sempre esteve relacionada ao comportamento do ser humano, porém, como estratégia de negócios é nova; na sua aplicação e medição. O objetivo principal é conhecer o impacto do merchandising olfativo como estratégia sensorial. Realizou-se uma pesquisa exploratória quantitativa com análise descritiva dos dados, estes foram consolidados por meio de inquéritos por amostragem aleatória simples. Dentre os principais resultados, fica evidente que os aromas preferidos são notas relaxantes, para consumidores com mais de 36 anos, seguidas de notas cítricas, para consumidores menores de 35 anos; no caso de ocupações, empregados e empregadores preferem aromas relaxantes. Por fim, os resultados mostraram aceitação e otimismo por parte das pessoas em relação às marcas que desenvolvem estratégias de merchandising olfativo. JEL: D12; D87; M31; M37]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[consumidor]]></kwd>
<kwd lng="es"><![CDATA[marketing]]></kwd>
<kwd lng="es"><![CDATA[merchandising olfativo]]></kwd>
<kwd lng="es"><![CDATA[neuromarketing.]]></kwd>
<kwd lng="en"><![CDATA[consumer]]></kwd>
<kwd lng="en"><![CDATA[marketing]]></kwd>
<kwd lng="en"><![CDATA[merchandising olfactory]]></kwd>
<kwd lng="en"><![CDATA[neuromarketing.]]></kwd>
<kwd lng="pt"><![CDATA[consumidor]]></kwd>
<kwd lng="pt"><![CDATA[marketing]]></kwd>
<kwd lng="pt"><![CDATA[merchandising]]></kwd>
<kwd lng="pt"><![CDATA[olfativa]]></kwd>
<kwd lng="pt"><![CDATA[neuromarketing.]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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