Duyusal Pazarlama Kapsamında Mağaza Kokusunun Tüketici Satın Alma Davranışındaki Etkisi
The Effect of Store Smell on Consumer Purchasing Behavior in the Scope of Sensory Marketing

Summary/Abstract: Purpose – The aim of this research is to investigate the effect of store scent applied within the scope of sensory marketing on consumer perception and purchasing behavior. Design/methodology/approach – This research was designed using the Structural Equation Model (SEM). The universe of the research was composed of participants over the age of 18 living in Kırşehir. The data obtained from 470 participants, whose sample was determined by the convenience sampling method, were analyzed with the SMARTPLS 4 program. With the measurement model created in this context, the validity and reliability results of the structures used in the research were tested. Confirmatory factor analysis was performed for validity and reliability. The convergent and divergent validity and internal consistency reliability of the constructs were investigated by factor analysis. For convergent validity, the coefficients of the mean variances (AVE=Average Variance Extracted) explained by the factor loadings of the expressions measuring the constructs were calculated. Cronbach's Alpha and CR=Composite Reliability values were checked for internal consistency reliability. Finding – As a result of the analysis of the data; It was found that consumers' emotional and cognitive perceptions were affected by store scents and had a positive effect on purchasing behavior. The mediating role of the factors stimulating the perception was examined, since the smell of the store alone is insufficient in directing the consumer to the purchasing behavior. It was found that the store odor, which does not affect the consumer's perception, does not lead to the purchasing behavior, while the store odor, which affects the emotional or cognitive perception of the consumer, directs the purchasing behavior. Discussion – The analyzes have shown that consumersperform purchasing behavior from stores in line with their perceptions triggered by store odor. It has been observed that the smell of the store itself does not lead the consumer to purchase. In addition, unlike the studies on store odor and purchasing behavior, this research found that the mediating role of store odor in the purchasing behavior of consumers who perceive store odor emotionally or cognitively is positive.

• Details
• Contents