The impact of fragrance on consumer choice

Abstract

Abstract The following research focuses on fragrance (sense of smell) as a primary driver in consumer choice. The fragrance industry is also discussed, along with the impact of atmospherics and the surrounding environment on the consumer. A case study on bar soaps shows how changes to the product fragrance or packaging can affect the purchase decision. The learning and recommendations apply directly to the formation of marketing strategy and are particularly important to categories such as body cleaning and other categories where fragrance is a primary driver in consumer choice, as well as (to a lesser extent) any products that are (or might be potentially) fragranced. The findings affect the ultimate product packaging, colour, appearance and fragrance. Copyright © 2003 Henry Stewart Publications.