Sensory Marketing: The Strategic Use of Olfactory Stimuli on Consumers in Restaurant

Abstract

In the modern landscape of marketing, the integration of neuromarketing practice has become a pivotal influence on consumer’s choice. Among the neuromarketing factors, Olfactory stimuli is the most essential one in restaurant as the satisfaction of food depends on not only in taste but also in aroma and scent. The study highlights how much positive aroma can significantly enhance the ambiance of restaurants, therefore drives consumers to the restaurant. Conversely, a negative aroma can deter potential customers and diminish their purchase intent. In the food industry, the relationship between fragrance and appetite is particularly pronounced. Therefore, by aligning the fragrance, a restaurant can determine their marketing efforts and enhance customer’s preferences.