Oflactory and gustative marketing

Gustative and olfactory marketing Gustative and olfactory marketing Introduction Increase in competition in businesses is an emerging trend that is forcing companies to look for a unique way to communicate to their customers on an emotional level. Sensory branding generates emotions from human senses and creates a strong perception that connects the brand to a humans mind. Krishna 2012 noted that visual marketing subconsciously triggers emotional connections with between a brand and the consumers. Over two decades marketers have been focusing on two types of marketing, visual branding and auditory marketing since most of the consumers can relate well with the strategies making their marketing work much easier. Most marketing activities in hotels adopt a visual marketing since there is a deep connection between brands and customer involvement.
Olfactory marketing
Due to the increase in competition in businesses today, many marketers have employed the olfactory stimuli to capture the attention of buyers. Olfactory marketing makes the customers linger longer in retail surrounding, and this lures them to making impulse purchases. Scent marketing has become a fast emerging trend in marketing. The trend recognizes the need for companies to strive and reach their target customers through sight and sound. As Kimmel (2010) noted, difficulties faced by marketers in trying to reach the audience makes scent-related marketing understandable. The principle behind the olfactory branding is uniqueness and consistency (Dooley, 2012). Controlling the olfactory environment is there necessary since people tend to associate smells with products or the store. To support the olfactory marketing, companies should consider using olfactory packaging on their products. Olfactory packaging is way of packing products in a manner that appeal to the sense of smell (Kimmel, 2012).
Analysis of customer behavior when using olfactory Marketing Strategy
Many researchers have been trying to investigate the effect that the olfactory sign exert on clients and the approach behaviors they were exhibiting. The researchers observed that products in the scented store remained for a short period as compared to those in unscented store. Merchandise evaluations showed that the intention to purchase a backpack while no scent was present was only 2. 29 while after the application of the scent the scale rose to 2. 97. The researcher findings proved that odors and their many features have the capability of affecting a customer’s perception of services and products (Cherish & Oktavian, 2012). One can conclude by saying that adequate scent exploitation is of great importance in marketing and other business activities.
Gustative marketing
Gustative marketing relates to the fundamental characteristic of the product, when it comes to foodstuffs; these features are organoleptic properties. Taste is the most effectual tool for differentiating one brand from another. There is a close link between taste and smell. Different studies and research shows that a dislike for the taste of food leads to an aversion of the smell of that food. Studies have also revealed that taste relates to color. In most cases, people associate bright colors with good taste or flavor, a strategy that different manufacturing companies employ (Sulakatko, 2014).
Alimentary market is where the technique of gustative marketing is receiving full utilization. To convince customers to buy a product, most marketers give samples to the customers, or they can make the blind tests. Upon tasting of a product, the customers are most likely to purchase the product. Globalization has led to the emergence of different tastes, an issue that is affecting the food industry significantly. To meet the expectations of the customers, food industry have come with laboratories that they use to test the new trends and create new taste. (Cannentererre et al., 2012).
Analysis of customer behavior when using gustative marketing
A study conducted on the influence of taste on the coffee and the purchase intention shows a positive relationship between taste and the intention to buy. Taste receptor cells in response to gustatory stimuli, results in the generation of taste responses. Upon stimulation, the taste cells produce a substance that causes release of neurotransmitters into numerous nerve fibers. Consequently, the neural impulses relay the characteristics and intensity of the gustatory stimuli to the brain (Huang and Dang, 2014).
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Sulakatko S. (2014). Consumer Behaviour and Decision Making Process. Unpublished Dissertation. Jamk University of Applied Sciences.