It is not the old
society any more! Nowadays, fast development of our country has improved our
life standard and customers have great independence and material conditions
to buy anything they want. They buy body deodorant spray to make them fantastic smell and have nice impressions on others. Phenomenon
also causes an impact on their shopping behaviors.
Influence of store environment on shopping behavior
Making clear the
influence of scent on shopping behaviors is important on determining the
possible role of scent in shopping behavior. A general theoretical starting
point for studying the effects of scent on the shopping environment seems to be
derived from the environmental psychology. This approach is described as
positive behavior towards the environment and avoidance as the negative desire
to leave the store or not to browse.
Another reason why
scent can have influence on shopping behaviors is that it would create a
certain effective experience by consumers. Scent happens to be one of these
stimuli, together with color, sound, the presence of other people and so on. Scent
can create a certain emotional mood that comforts customers.
As of all the
human senses, scent influences our nervous system and emotions the most for
scent can create certain moods and affect feelings that support these findings
by concluding that scent influences states of feeling, pleasure, arousal and
mood.
Besides, odors
tend to have a large effect on the arousal levels which has been determined
often over time and processed in the limbic part of the brains. Scent can also
influence product judgments according to some studies. These studies make it
very clear that scent has the potential to play an important role in consumers'
emotions and consumer judgments and that it has the ability to have a major
impact on one's state of mind, which makes one susceptible for influence.
Link between in store scent and shopping behavior
Plenty of research
has been conducted that focuses on the relationship between in store scent and
shopping behavior. It points out that retailers were spraying scent into their
stores to positively enhance the environment.
The use of a
pleasant scent lead participants to pass more time in the shop and give more
positive evaluations about the store, a higher purchase intention and
participants were willing to visit the store again. A scented group had a
higher purchase intention and perceived the time spent in the store to be
lower.
All information
above can lead to the assumption that scent is able to positively enhance
shopping behavior. As it is the same thing with men deodorant spray that it can make customers have a higher purchase
intention and a positive effect on buying spray for themselves.