La aplicación del marketing olfativo en el entorno comercial
- Martín Moraleda, Ignacio José
- Majós Cullel, Albert
ISSN: 1575-2844
Année de publication: 2021
Número: 154
Type: Article
D'autres publications dans: Vivat Academia
Résumé
Currently in all markets, brands need to increase their sales, both in face-to-face environments and in e-commerce and that is why the use of neuromarketing is a powerful methodology to achieve this. Within this powerful tool that is neuromarketing, olfactory marketing has an important relevance, given its ability to directly affect the brain and the neurophysiological aspect of the sense of smell, and its ability to directly affect the limbic system, unlike the rest of the senses. Thus, the research on the use and application in the Spanish commercial environment is presented through the case method by direct observation of experiences carried out and using available direct and indirect sources of information. In this way, the use and application of olfactory marketing as a communicative process and neuro physical experience applied in sales is qualitatively studied. The descriptive and qualitative analysis of cases focuses on their use and how they help to increase sales, pointing out variables. And like the list of audiovisual elements. The results point to food and fashion as the main markets for olfactory marketing. Concluding how it is a tool for predicting and studying the behavior of users, sales, and brands.
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