Аромамаркетинг: сутність, інструменти та механізм дії

Abstract

У статті розглянуто сутність та можливості використання аромамаркетингу як особливого складника сенсорного маркетингу і нейромаркетингу в цілому. З’ясовано, що метою арoмамаркетингу є активізація купівельної поведінки споживачів за допомогою запахів, які викликають позитивні емоції. Показано, що механізм аромамаркетингу базується на здатності ароматів провокувати певні емоції, реакції, спогади й асоціації. Досліджено вплив ароматів на підсвідомість і емоційну поведінку споживача, проаналізовано особливості аромамаркетингу та виокремлено найбільш популярні аромати, що їх застосовують у компаніях. Визначено аромати за характерною приналежністю до певного виду торговельної діяльності. Розглянуто інструменти аромамаркетингу, що сприяють підвищенню обсягів продаж: ароматизація повітря, аромабрендинг, аромадизайн, аромаклінінг, аромаполіграфія, аромасуверніри. Доведено вплив аромамаркетингу та наявності ароматичного логотипу на збільшення обсягів продаж.

Clarification of essence of essence of aroma marketing and possibility of it use as special constituent of sensory marketing and neuromarketing on the whole. Influence of aromas on a consciousness and emotional behavior of consumer is investigated and it is set that influence of aroma marketing is considerably more effective classic advertisement that people cannot notice, miss or intentionally ignore. The features of aroma marketing that allow to influence on a client, not touching his/her consciousness, and to explain purchases to realization are analyzed. The most popular aromas that applied in companies today are distinguished and it is set that each has its own brand name aroma if to exude between competitors. Aromas are grouped by characteristic belonging to the certain type of trade activity, the special influence each of them is given in details. Classification of aromas in accordance with the system of five elements (fire, earth, metal, fire, tree), description of each elements and aromas, that inherent them is given. The instruments of aroma marketing that assist sales promotion are described: aroma branding, aroma-design, aroma cleaning, aroma publishing, aroma souvenirs. Influence of aroma marketing is well-proven as an effective mechanism on profit increase, essence and features of the use of aroma marketing are exposed. The aims of the enterprises are set forth and described at introduction of aroma marketing, the main of them is abstracted, establishing the mental connection of company with a consumer. The ponderable contribution of aroma marketing conception is well-proven to the competition at the market. The modern approaches to the introduction of aroma marketing conception in companies and enterprises, that gives an opportunity to increase duration of clients presence in trade networks, that use aromas, than in shops without aromas are generalized. Basic attention in the article is spared to the behavior and emotions of consumer during realization of purchases that under the action of aroma marketing change in behalf on the company, namely clients’ perception of the quality of given commodities and services gets better. Expediency of aroma marketing application in trade buildings and influence of pleasant aromas not only on consumers but also on the employees of companies is described. Essence of the use of certain aroma to the corresponding event is distinguished. Comparative analysis is carried out between holidays, sign events for consumer and aromas is described as the result of their harmonious adding to each other. Argued, that a pleasant smell is the inalienable element of brand name of company’s style, that in future will form for a client the image of company on the whole