Title: Olfactory marketing as a technological innovation tool for the Indian retail industry - a study of Shoppers Stop retail store in Kolkata, India

Authors: Shuvam Chatterjee; Pawel Bryla

Addresses: Doctoral School of Social Science, University of Lodz, Poland, ul. Narutowicza 68, 90-136 Łódź, Poland ' Faculty of International and Political Studies, University of Lodz, Poland, Składowa 43, 90-127 Łódź, Poland

Abstract: Olfactory marketing is a phenomenon that is in the current trend of usage by marketing experts to ensure that consumers are more involved in the purchase decision-making process. Past studies have revealed that customers today look for more than the product and give a lot of importance to the atmosphere where the product or service is being consumed. The study surveyed 190 shoppers across a shopping mall in Kolkata, India. The study further uses the SPSS software program to test the regressions between different variables and build a new understanding of the impact of fragrance cues on consumer purchase decisions under the influence of control variables. This is the first study to demonstrate the effects of fragrance cues on retail shopping stores in Kolkata, India. The study would help managers to fathom the essence behind the importance of olfactory marketing in the retail marketing area.

Keywords: fragrance marketing; impulse buying; consumer attitude; atmospheric cues; service innovation; Indian retail market; cognitive theory; India.

DOI: 10.1504/IJICBM.2024.137276

International Journal of Indian Culture and Business Management, 2024 Vol.31 No.3, pp.261 - 273

Received: 10 Jul 2021
Accepted: 18 Dec 2021

Published online: 11 Mar 2024 *

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