Placing of aroma compounds by food sales promotion in chosen services business

Authors

  • Jakub Berčí­k Slovak University of Agriculture, Faculty of Economics and Management, Department of Marketing and Trade, Tr. A. Hlinku 2, 949 76 Nitra
  • Johana Palúchová Slovak University of Agriculture, Faculty of Economics and Management, Department of Marketing and Trade, Tr. A. Hlinku 2, 949 76 Nitra
  • Vladimir Vietoris Slovak University of Agriculture, Faculty of Biotechnology and Food Sciences, Department of Storing and Processing of Plant Products, Tr. A. Hlinku 2, 949 76 Nitra
  • Elena Horská Slovak University of Agriculture, Faculty of Economics and Management, Department of Marketing and Trade, Tr. A. Hlinku 2, 949 76 Nitra

DOI:

https://doi.org/10.5219/666

Keywords:

food sales promotion, aroma compounds, services business, consumer behaviour

Abstract

There are several ways to get higher sale involving human senses too. One of the options is a security of stimulating atmosphere of sale/ business environment. In addition to equipment, design and staff, the lighting, sound (noise), and last ones but not least smell, respectively air quality significantly take part on that. Aroma is the element that inherently belongs to the visual merchandising tools. It can influence not only emotions, memory, but total customers´ satisfaction and preferences as well as spending time in that place. In this context, it is important to find right compromise when choosing the aromatic compounds for various products, in the process of their application (intensity, process of aromatization) and security of sufficient air quality, because everybody perceives the odours with different sensitivity. Properly chosen smell and factors of air quality bring for business operators (services trades) many advantages; from staff, who more relax and friendly behave to the guests until making of various associations and stimulations of customers, who spend time inside of service. Fragrance or air quality looks like based on of present researches as the most important factor directly on point-of-sale, while aroma acquires the importance in case of memory too. On the one side, the thinks, which are seen or heard by customers, could be memorized by them few days or weeks, so on the second side, the thinks which are smelled, could be memorized by guests many decades. Except this, the Scientifics studies show, that over 75 % of all emotions are generated based on scent´ perception. The main aim of this paper is a research, how aroma influences customer purchasing decision (preferences) in chosen service provider through the tracking of daily sales of baked baguettes (Paninis) with using of aroma equipment; Aroma Dispenser.

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Published

2016-12-18

How to Cite

Berčí­k, J. ., Palúchová, J. ., Vietoris, V. ., & Horská, E. . (2016). Placing of aroma compounds by food sales promotion in chosen services business. Potravinarstvo Slovak Journal of Food Sciences, 10(1), 672–679. https://doi.org/10.5219/666

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