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Abstract(s)
Cada vez mais áreas de investigação científica, como a psicologia e o marketing,
procuram desvendar o que determina ou influencia o comportamento dos consumidores.
Sendo que os humanos conhecem e interagem com o meio através dos sentidos, a
manipulação do ambiente pode influenciar os que nele se encontram de maneira a afetar as
suas percepções, os seus julgamentos e os seus comportamentos.
O marketing sensorial, área do marketing que trabalha com os 5 sentidos,
desenvolve os seus estudos a partir da manipulação dos fatores do ambiente físico, que se
refletem em estímulos sensoriais, e observação dos respectivos efeitos sobre os
comportamentos dos consumidores - seja por observação, inquéritos ou levantamento de
dados, como as variações de vendas.
Devido às inúmeras variáveis envolvidas na área sensorial, qualquer pequena
alteração no ambiente pode resultar em mudanças nos comportamentos, tornando a
realização de estudos em ambiente real extremamente desafiadora, graças à dificuldade em
identificar e manter fixas algumas dessas variáveis, seja do meio físico ou social. Ainda
que muitas investigações venham sendo desenvolvidas no campo dos sentidos, esta é uma
área complexa, ainda exploratória onde há muitos estudos por efetuar.
As potencialidades sensoriais do ambiente comercial vêm sendo exploradas de
modo pouco científico ou até de forma irresponsável. Contudo, o desenvolvimento
científico na área permite beneficiar todos os envolvidos (clientes, comerciantes e
colaboradores), resultando em ambientes mais agradáveis e rentáveis.
O nosso trabalho consiste numa análise sobre o comportamento do consumidor no
ponto de venda quando o seu sentido olfativo é estimulado, por meio da manipulação
aromática do estabelecimento. Realizámos a experiência num ambiente de retalho real,
(cafetaria), onde os clientes foram expostos a dois estímulos olfativos (um consistente e
outro inconsistente com o produto em foco - café). Os efeitos foram avaliados através de
questionários e da análise da variação das vendas do produto.
Por comparação com a condição de controle (ausência de aroma), verificou-se a
existência de efeitos causados pela introdução de aromas. Deu-se o aumento de vendas de café correlacionado com o aroma a café; e houve alteração da percepção e avaliação dos
clientes quanto ao ambiente da loja com qualquer dos aromas (café e citrinos).
Many scientific research areas, such as psychology and marketing, seek to unravel the factors which influence consumer behavior. Because humans know and interact with the environment via their senses, manipulation of the atmosphere can influence those in it to affect their perceptions, judgments and behaviors. Sensory marketing, a marketing area that works with the 5 senses, performs its studies by manipulating elements of the physical environment, which are reflected in sensory stimuli, and then assessing the resulting effects on consumer behavior – either by observation, surveys, or sales variations. Due to the many variables involved in the sensory area, any small change in the environment may result in behavior changes, making real-life studies extremely challenging, since identifying and keeping fixed most of these variables, either physical or social, is extremely difficult. Although many studies have been made on this subject, this is still a complex and exploratory area where much remains to be done. Sometimes, the sensory opportunities of the commercial environment are being exploited in a non-scientific or even negligent way. However, the scientific developments in the area allow all stakeholders (merchants, customers and staff) to benefit, resulting in more enjoyable and profitable environments. Our work consists of an analysis on the behavior of the consumer at the point of sale when his olfactory sense is stimulated, via the aromatic manipulation of the environment. We performed the experiment in a retail location, a coffeehouse, where the customers were exposed to two olfactory stimuli (consistent and inconsistent with the product - coffee). Effects were assessed by a survey and the variation in coffee sales. The results indicate that the effects of olfactory stimulation were evident. Coffee sales increased when coffee scent was used; and both the perception and evaluation of the customers regarding the environment of the store changed when either scent was used (coffee or citrus).
Many scientific research areas, such as psychology and marketing, seek to unravel the factors which influence consumer behavior. Because humans know and interact with the environment via their senses, manipulation of the atmosphere can influence those in it to affect their perceptions, judgments and behaviors. Sensory marketing, a marketing area that works with the 5 senses, performs its studies by manipulating elements of the physical environment, which are reflected in sensory stimuli, and then assessing the resulting effects on consumer behavior – either by observation, surveys, or sales variations. Due to the many variables involved in the sensory area, any small change in the environment may result in behavior changes, making real-life studies extremely challenging, since identifying and keeping fixed most of these variables, either physical or social, is extremely difficult. Although many studies have been made on this subject, this is still a complex and exploratory area where much remains to be done. Sometimes, the sensory opportunities of the commercial environment are being exploited in a non-scientific or even negligent way. However, the scientific developments in the area allow all stakeholders (merchants, customers and staff) to benefit, resulting in more enjoyable and profitable environments. Our work consists of an analysis on the behavior of the consumer at the point of sale when his olfactory sense is stimulated, via the aromatic manipulation of the environment. We performed the experiment in a retail location, a coffeehouse, where the customers were exposed to two olfactory stimuli (consistent and inconsistent with the product - coffee). Effects were assessed by a survey and the variation in coffee sales. The results indicate that the effects of olfactory stimulation were evident. Coffee sales increased when coffee scent was used; and both the perception and evaluation of the customers regarding the environment of the store changed when either scent was used (coffee or citrus).
Description
Keywords
Comportamento do consumidor Ponto de venda Marketing sensorial Experiências sensoriais Aroma Sentido olfativo Estímulo olfativo Consumer behavior Point of sale Sensory marketing Sensory experiences Scent Olfactory sense Olfactory stimulus