The Effect of Olfactory on Consumer Purchase Behavior

Abstract

Purpose – In the study, was tried to determine whether odor creates the expected impact on consumers’ purchase decisions. Design/methodolgy/approach – Online survey method was used as a data collection method. The classification and analysis of the data were carried out by SPSS 22 package program. Findings – 144 women and 198 men participated in the study. It was seen that participants in the 18-25 age range could not give a clear idea as to whether they were affected by the smell when making their purchasing decisions, but it was found that the smell was very important in their personal care products preferences. In addition, the participants stated that even if they liked a product, they wouldn't buy it if they had a bad smell and they could easily remember the smell of a product they would buy. In general, it is seen that the participants actually take the odor into consideration when carrying out purchasing behavior. When the effect of odor on purchasing behavior in terms of gender is considered, it is seen that women pay more attention to smell when buying behavior than men. Discussion – The odor factor affected consumer buying behaviors on the basis of gender, but did not cause any change in income.