Olfactory marketing and market innovation: a systematic literature review and agenda for future research direction

Shuvam Chatterjee

International Journal of Management Concepts and Philosophy, 2022, vol. 15, issue 1, 37-56

Abstract: Olfactory marketing is a phenomenon that is in the current trend of usage by marketing experts to ensure that consumers are more involved in the purchase decision-making process under its influence. Past studies have revealed that customer today look for more than the product itself during their purchasing process and thus gives a lot of importance to the atmosphere where the product or service is being consumed. Hence it became invariably important for the marketer to create an ambiance for the consumers where they could feel at ease at the same time relaxes and has a soothing shopping experience. Through this systematic literature review, the researcher extensively studies 34 articles more pertinent to olfactory marketing, which were published across various scientific journals. This review would aim to discuss the upcoming themes, the methodologies used, the analytical approaches and the variables identified along with the theoretical foundations.

Keywords: fragrance branding; impulse buying; consumer behaviour; retail store; olfactory theories. (search for similar items in EconPapers)
Date: 2022
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