survey on perceptions of scented stores
DESCRIPTION
Executive summary of the major study of scent marketing ever conducted in Portugal, with more than 1000 consumer interviews, covering 8 business sectorsTRANSCRIPT
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Executive SummaryJune 2011
C ’ P i f S d B dConsumers’ Perception of Scented Brands
How consumers perceive scents and scented places
Pedro FerreiraProfessor of Consumer Behaviour
Portuguese Institute of Marketing Management
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C ’ P i f S d B d H i d d lConsumers’ Perception of Scented Brands . How consumers perceive scents and scented places
Copyright © 2011 by Pedro Ferreira
This work is licensed under the Creative Commons Attribution‐NonCommercial‐NoDerivs 3.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by‐nc‐nd/3.0/ or send a letter to
d l fCreative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
Pedro Ferreira ‐ IPAM 2
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nds
Main Goaled Br
a
Main Goal
Scen
te
U d t d h i t d t d on of
S
…Understand how consumers perceive scents and scented
placesrcept
io
p
rs’ Pe
rns
ume
Con
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nds
Specific Objectivesed Br
a
Specific Objectives
Scen
te
… identify the level of the scent recognition
on of
S
… measure the degree of pleasure or well-being induced by the scent
… understand how consumers describe scentsrcept
io
… measure the degree of coherence between the brand and scent
rs’ Pe
r
perception
nsum
eCo
n
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nds
Sectors covered in the surveyed Br
ay
… retail clothingScen
te
… retail communications
retail automotiveon of
S
… retail automotive
… retail utilitiesrcept
io
… entertainment
hospitalityrs’ Pe
r
… hospitality
… health clubs
nsum
e
… transportationsCon
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nds
ed Br
aSc
ente
Main Findings
on of
Srce
ptio
rs’ Pe
rns
ume
Con
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Nearly 7 out of 10 yconsumers recognised the scent of the store
on
the scent of the store or space
ognit
io
33%
ntRe
coSc
en 67%
Yes No7Pedro Ferreira ‐ IPAM
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79% of consumers were pleased or very pleased with the scent
ness
31 0Very pleasant
asan
tn
48,1
31,0
Pleasant
Very pleasant
ntPle
a
15,9
48,1
Insensitive
Pleasant
Scen
3,9Unpleasant
1,1Very unpleasant
0 10 20 30 40 50 608Pedro Ferreira ‐ IPAM
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on100
mens
io76,6
68,4
62 8
80,878,380
veDi
m 62,8
60
Afec
ti 40
tion- 20
escri
pt 0Positive Atractive Relaxing Cheerful Good
entD
e
Cheerful, Good and Positive were the main attributes mentioned:
Sc over 75%9Pedro Ferreira ‐ IPAM
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on 100
mens
io68,0
80
onDi
m
54,2 53,9
39 3
48,7
60
ctiva
ti 39,3
20
40
on-A
c
0
20
l d h
cript
io Stimulating Vivid Bright Motivating Innovative
ntDe
s
Innovative was the most mentioned attribute ith 68% f ll d b Sti l ti d Vi id
Scen with 68%, followed by Stimulating and Vivid
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1001
nsion 60
80Di
men
0
20
4025
vatio
n 0
. Acti
v
34
ivevs
. 34
Afective Activation
Afec
ti
The Activation Dimension is less evident than the Affective Dimension which may support the sense of pleasure induced by Dimension, which may support the sense of pleasure induced by the fragrance but not necessarily a behavioural activation 11Pedro Ferreira ‐ IPAM
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28 449 6 ExcitedCalm
56 9
28,4
9 8
-49,6
Pl d
Excited
U l d
Calmse
d
66,4
56,9
-7,1
-9,8
Satisfied
Pleased
Unsatisfied
Unpleased
Arou
s
52,1
66,4
-16,6
7,1
Delighted
Satisfied
Bored
Unsatisfied
otion
s
60,5
,
-6,8
,
Happy
Delighted
Unhappy
Bored
Emo
-100 -80 -60 -40 -20 0 20 40 60 80 100
ppyUnhappy
Satisfied and Happy are the most mentioned emotions Pleased and Delighted are above 50% emotions; Pleased and Delighted are above 50%; Calm, with 50%, surpasses its counterpart (Excited) 12Pedro Ferreira ‐ IPAM
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There is positive correlation (yet moderate to weak) between the pleasure induced by the scent and brand characteristics such as quality, attractive, live, innovative, and funny
ndq y y
& Br
an
Brand Characteristics
High
asur
e ModernHigh
qualityFunny Live Interesting Attractive Innovative
CorrelationCoefficient
,218** ,311** ,264** ,298** ,291** ,299** ,280**
Plea Pleasure Coefficient
Sig. (2-tailed) ,000 ,000 ,000 ,000 ,000 ,000 ,000
** Correlation is significant at the 0.01 level (2-tailed)g ( )
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and
s& Br
aris
tics Modern Quality Funny Live Interesting Attractive Innovative
Positive ,352** ,279** ,271** ,355** ,380** ,320** ,191**
** Correlation is significant at the 0 01 level (2 tailed)
arac
te Correlation is significant at the 0.01 level (2-tailed)
entc
haSc
e Positive scents are more associated with Modern, Live, Interesting and Attractive Brandsg
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Vivid scents are more associated with Interesting and Live Brandsan
dg
Attractive and Good scents are also associated with Interesting B d
s& Br
a Brands
And Innovative scents are associated with... Innovative Brands
ristic
s And Innovative scents are associated with... Innovative Brands
arac
te Modern Quality Funny Live Interesting Attractive Innovative
Vivid ,306** ,310**
Attractive 304**
entc
ha Attractive ,304
Innovative ,488**
Good ,336**
Sce
** Correlation is significant at the 0.01 level (2-tailed)
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s Scent recognition is higher in Utilities (86%), but also in na
lysi g g ( ),
Hospitality (81%). Entertainment has the lowest scent recognition level
ctor A
n level
8782
–Se
c
70 68 67
57
nition 45
32
Reco
gnSc
entR
S
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is -2,5% 75,9%Transportations
Analy
s
-11,1%
-6,7%
77,8%
93,3%
Hospitality
Health Clubscto
r A -6,3% 68,8%Entertainment
p y
s–Se
-2,9%
-3,5%
91,2%
66,7%
Automotive retail
Utilities retail
ntne
ss
-4 8%
-20,6%
89 5%
35,3%
Clothing retail
Communications retail
leasa
n -4,8% 89,5%Clothing retail
Pleasant Unpleasant
cent
P
The level of pleasantness is generally high (specially in Clothing, Automotive and Health Clubs); only Communications show a low level (35%) of Sc and Health Clubs); only Communications show a low level (35%) of pleasantness and a relatively high level of unpleasantness (20%) 17Pedro Ferreira ‐ IPAM
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sisHealth Clubs show the higher values for the affective dimension, followed by Cl hi R il C i i R il h l l l f hi
Analy
s Clothing Retail. Communication Retail present the lowest levels for this dimension.
ecto
r A
100%
n–Se 75%
ensio
n
25%
50%
eDim
0%
ffecti
vAf Positive Attractive Relaxing Cheerful Good
18Pedro Ferreira ‐ IPAM
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sis100%
Analy 75%
ecto
r A 50%
on–
Se
0%
25%
mens
ioon
Dim
A t ti R t il d Cl thi R t il h th hi h t l l f A ti ti
Stimulating Vivid Bright Motivating Innovative
tivat
io Automotive Retail and Clothing Retail have the highest levels of Activation, while Communications Retail and Hospitality have the lowest levels
Act
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Health Clubs and Clothing Retail customers felt happier than any other sis
Analy
s
-17,6%
-6,3%
82,4%
57,0%
Health Clubs
Transportations
ecto
r A
-9,7%
-11,1%
54,8%
33,3%
Entertainment
Hospitality
s–Se
-4,2%
-2,2%
37,5%
57,5%
Automotive retail
Utilities retail
motio
n
-2,9%
4,2%
41,2%
37,5%
Communications retail
Automotive retail
Em -3,2% 66,5%
-100% -75% -50% -25% 0% 25% 50% 75% 100%
Clothing retail
H U hHappy Unhappy
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Again, the most delighted were the Health Clubs customers, but also the most b d
sisbored
Analy
s
-27,5%
-8,9%
72,5%
53,2%
Health Clubs
Transportations
ecto
r A
-9,7%
-11,1%
51,6%
22,2%
Entertainment
Hospitality
s–Se
-8,3%
-5,7%
45,8%
47,8%
Automotive retail
Utilities retail
motio
n
-11,8%
8,3%
38,2%
45,8%
Communications retail
Automotive retail
Em -13,8% 55,1%
-100% -75% -50% -25% 0% 25% 50% 75% 100%
Clothing retail
D li ht d B dDelighted Bored
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The Health Clubs customers remain as the most satisfied. Worth to mention ili i il i h 72%
sisutilities retail customers with 72%
Analy
s
-7,8%
-1,3%
92,2%
65,8%
Health Clubs
Transportations
ecto
r A
-6,5%
-11,1%
51,6%
55,6%
Entertainment
Hospitality
s–Se
0,0%
-3,5%
65,2%
72,4%
Automotive retail
Utilities retail
motio
n
-8,8%
0,0%
32,4%
65,2%
Communications retail
Automotive retail
Em -5,7% 62,8%
-100% -75% -50% -25% 0% 25% 50% 75% 100%
Clothing retail
S ti fi d U ti fi dSatisfied Unsatisfied
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Health Clubs and Utilities Retail were the most pleased customers. The most l d i E i d H l h Cl b
sisunpleased customers were in Entertainment and Health Clubs
Analy
s
‐17,6%
‐13,9%
82,4%
54,4%
Health Clubs
Transportations
ecto
r A
‐19,4%
0,0%
45,2%
22,2%
Entertainment
Hospitality
s–Se
‐4,3%
‐2,2%
43,5%
62,3%
Automotive retail
Utilities retail
motio
n
‐8,8%
4,3%
32,4%
43,5%
Communications retail
Automotive retail
Em ‐5,7% 54,9%
-100% -75% -50% -25% 0% 25% 50% 75% 100%
Clothing retail
Pl d U l dPleased Unpleased
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Hospitality, Health Clubs and Transportations’ customers were the most calm; H l h Cl b l h hi h l l f i l id i h l hi
sisHealth Clubs also show high levels of excitement, alongside with clothing retail and entertainment
Analy
s
52 9%
‐46,8%
47 1%
12,7%
Health Clubs
Transportations
ecto
r A
‐66,7%
‐52,9%
0,0%
47,1%
Hospitality
Health Clubs
s–Se
‐42,5%
‐9,7%
23,2%
32,3%
Utilities retail
Entertainment
motio
n
‐17,6%
‐26,1%
17,6%
26,1%
Communications retail
Automotive retail
Em ‐18,0% 36,7%
-100% -75% -50% -25% 0% 25% 50% 75% 100%
Clothing retail
100% 75% 50% 25% 0% 25% 50% 75% 100%
Excited Calm24Pedro Ferreira ‐ IPAM
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#1There is a high level of scent recognition; consumers are well aware of the stimuli
ons
There is a high level of scent recognition; consumers are well aware of the stimuli.
#2
nclus
io The general opinion is very positive; consumers are pleased with scented spaces.
#3
inCo
n #3Consumers generally describe scents as positive, cheerful and innovative.
Ma #4The greater relevance of the affective dimension may show the emphasis placed on well-being, which may not have a behavioural consequence.
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#5#5The more pleasant the scent, the more brands are considered high quality, attractive, fun and innovative.
ons #6
P iti t k th b d d li l d i t ti Whil i id
nclus
io Positive scents make the brand more modern, lively and interesting. While vivid, attractive and good scents make the brand more interesting.
inCo
n
#7Scents contribute to positive emotions such as satisfaction, pleasure, delightful and
Ma calm (as opposed to excitement).
#8#8Although there is a general relation of scents with positive emotions, this association is more prominent in Health Clubs and Retail (clothing, utilities and car a oc a o o e p o e ea C u a d e a (c o g, u e a d cadealers).
26Pedro Ferreira ‐ IPAM