Aroma marketing as a tool to increase turnover in a chosen business entity

Authors

  • Jakub Berčí­k Slovak University of Agriculture in Nitra, Faculty of Economics and Management, Department of Marketing and Trade, Tr. A. Hlinku 2, 949 76, Nitra, Slovak Republic, Tel.: +421 37 641 4145
  • Roderik Virágh Slovak University of Agriculture in Nitra, Faculty of Economics and Management, Department of Informatics, Tr. A. Hlinku 2, 949 76, Nitra, Slovak Republic, Tel.: +421 37 641 4132 https://orcid.org/0000-0003-4669-3968
  • Zdenka Kádeková Slovak University of Agriculture in Nitra, Faculty of Economics and Management, Department of Marketing and Trade, Tr. A. Hlinku 2, 949 76, Nitra, Slovak Republic, Tel.: +421 37 641 4171 https://orcid.org/0000-0003-2814-5239
  • Tatiana Duchoňová Slovak University of Agriculture in Nitra, Faculty of Economics and Management, Department of Marketing and Trade, Trieda A. Hlinku 2, 949 76, Nitra, Slovakia, Tel.: +421 37 641 4145

DOI:

https://doi.org/10.5219/1475

Keywords:

aroma, aroma marketing, marketing communication, Môj obchod, sensory marketing

Abstract

The paper deals with the evaluation of the effectiveness of the application of aroma marketing describing a few possibilities of using aromatization in practice. Nowadays, many sophisticated tools are used in marketing and consumer behavior, such as sensory marketing and sensory perception. The following is the term of marketing communication and its division into the above-the-line and below-the-line communication, sales promotion, and in-store communication. The paper also focused on the new trends in the place of sale and aroma marketing. The subject of the practical part is the use of the aroma in the food store. An important part consists of a characteristic of the alliance, questionnaire survey, comparison of achieved sales volume and sales before placing the aroma diffuser, and while it was placed in the grocery store. The article aims to find out how the coffee aroma in the store influenced consumer decision-making and stimulated them to impulsive purchase and consequent influence on the company turnover. Concerning the results of our observation and questionnaire survey, we formulate suggestions and recommendations for the business operation and practice. The whole research was made in the grocery store “Môj obchod”.

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Published

2020-12-16

How to Cite

Berčí­k, J., Virágh, R., Kádeková, Z., & Duchoňová, T. (2020). Aroma marketing as a tool to increase turnover in a chosen business entity. Potravinarstvo Slovak Journal of Food Sciences, 14, 1161–1175. https://doi.org/10.5219/1475

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