Th   f S ll b PThe use of Smell by PortugueseBrandsBrands

A Survey Study On Consumers’ Perceptions of Scent

Pedro FerreiraProfessor of Consumer Behaviour

Portuguese Institute of Marketing Management

Main GoalMain Goal

Understand how consumers perceive scents and…Understand how consumers perceive scents and 

scented places

Specific ObjectivesSpecific Objectives

… level of the scent recognition

… how consumers describe scents

… measure the degree of pleasure or well‐being g p g

induced by the scent

… measure the degree of coherence between the 

brand and scent perception

Sectors covered in the surveySectors covered in the survey

… retail clothing

… retail utilitieseta ut t es

… communications

… tourism

… hospitality

… automotive

t t ti… transportations

Some FactsSome Facts…

… 10 brands7 business sectors… 7 business sectors

… 24 observation points… more than 1500 consumers surveyed… 110 junior researchers

Institutional PartnersInstitutional Partners…

perfume design