Executive summary of the major study of scent marketing ever conducted in Portugal, with more than 1000 consumer interviews, covering 8 business sectors

1. Executive Summary
June 2011
Consumers’ P
C ’ Perception of S
i f Scented B d
d Brands
How consumers perceive scents and scented places
Pedro Ferreira
Professor of Consumer Behaviour
Portuguese Institute of Marketing Management

2. Consumers’ Perception of S
C ’P i f Scented B d . How consumers perceive scents and scented places
d Brands H i d d l
Copyright © 2011 by Pedro Ferreira
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d lf
Pedro Ferreira ‐ IPAM 2

3. nsumers’ Per on of Scente Brands
Main Goal
rceptio S ed
…Understand h consumers perceive scents and scented
U d t d how i t d td
p
places
Con
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4. nsumers’ Per on of Scente Brands
Specific Objectives
rceptio S ed
… identify the level of the scent recognition
… measure the degree of pleasure or well-being induced by the scent
… understand how consumers describe scents
… measure the degree of coherence between the brand and scent
perception
Con
Pedro Ferreira ‐ IPAM 4

5. nsumers’ Per on of Scente Brands
Sectors covered in the survey
y
rceptio S ed
… retail clothing
… retail communications
… retail automotive
… retail utilities
… entertainment
… hospitality
… health clubs
Con
… transportations
Pedro Ferreira ‐ IPAM 5

6. Con
nsumers’ Per on of Scente Brands
rceptio S ed
Main Findings

7. Nearly 7 out of 10
y
consumers recognised
the scent of the store
or space
Scen Reco on
nt ognitio
33%
67%
Yes No
Pedro Ferreira ‐ IPAM 7

8. 79% of consumers were
pleased or very pleased
with the scent
Scen Plea ness
nt asantn
Very pleasant 31 0
31,0
Pleasant 48,1
Insensitive 15,9
Unpleasant 3,9
Very unpleasant 1,1
0 10 20 30 40 50 60
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9. 100
Scent De tion - Afective Dim on
mensio 80,8
78,3
80 76,6
68,4
62,8
62 8
60
40
20
escript
0
Positive Atractive Relaxing Cheerful Good
Cheerful, Good and Positive were
the main attributes mentioned:
over 75%
Pedro Ferreira ‐ IPAM 9

10. 100
on ctivation Dim on
mensio
80
68,0
60 54,2 53,9
48,7
39,3
39 3
40
20
Scen Descriptio - Ac
0
Stimulating
l Vivid
d Bright
h Motivating Innovative
Innovative was the most mentioned attribute
nt
with 68% followed b Sti l ti and Vivid
ith 68%, f ll d by Stimulating d Vi id
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11. 1
100
80
nsion
60
vation Dimen
40
5 2
20
0
Afectiive vs.. Activ
4 3
Afective Activation
The Activation Dimension is less evident than the Affective
Dimension,
Dimension which may support the sense of pleasure induced by
the fragrance but not necessarily a behavioural activation
Pedro Ferreira ‐ IPAM 11

12. Calm -49,6
49 6 28,4
28 4 Excited
Unpleased
U l d -9,8
98 56,9
56 9 Pleased
Pl d
sed
Unsatisfied -7,1
7,1 66,4 Satisfied
otions Arous
Bored -16,6
, 52,1
, Delighted
Unhappy -6,8 60,5 Happy
ppy
Emo
-100 -80 -60 -40 -20 0 20 40 60 80 100
Satisfied and Happy are the most mentioned
emotions;
emotions Pleased and Delighted are above 50%
50%;
Calm, with 50%, surpasses its counterpart (Excited)
Pedro Ferreira ‐ IPAM 12

13. 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
q y y
nd
Plea & Bran
Brand Characteristics
High
Modern Funny Live Interesting Attractive Innovative
quality
asure
Correlation
,218** ,311** ,264** ,298** ,291** ,299** ,280**
Pleasure Coefficient
Sig. (2-tailed) ,000 ,000 ,000 ,000 ,000 ,000 ,000
** Correlation is significant at the 0.01 level (2-tailed))
g (
Pedro Ferreira ‐ IPAM 13

14. ent aracte s and
Sce cha ristics & Bra
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)
0.01 (2-tailed)
Positive scents are more associated with Modern, Live,
Interesting and Attractive Brands
g
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15. Vivid scents are more associated with Interesting and Live Brands
g
Attractive and Good scents are also associated with Interesting
ent aracte s and
Brands
B d
Sce cha ristics & Bra
And Innovative scents are associated with... Innovative Brands
Modern Quality Funny Live Interesting Attractive Innovative
Vivid ,306** ,310**
Attractive ,304
304**
Innovative ,488**
Good ,336**
** Correlation is significant at the 0.01 level (2-tailed)
Pedro Ferreira ‐ IPAM 15

16. S R nition – Sec An s
ctor nalysi Scent recognition is higher in Utilities ((86%), but also in
g g ),
Hospitality (81%). Entertainment has the lowest scent recognition
level
87
82
70 68 67
57
45
32
Scent Recogn
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17. Transportations -2,5% 75,9%
Sc Pleasan s – Sector Analysis Health Clubs -6,7% 93,3%
Hospitality
p y -11,1% 77,8%
A
Entertainment -6,3% 68,8%
Utilities retail -3,5% 66,7%
Automotive retail -2,9% 91,2%
ntness
Communications retail -20,6% 35,3%
Clothing retail -4 8%
-4,8% 89 5%
89,5%
Pleasant Unpleasant
The level of pleasantness is generally high (specially in Clothing, Automotive
cent
and Health Clubs); only Communications show a low level (35%) of
pleasantness and a relativelyPedro Ferreira ‐ IPAM unpleasantness (20%)
high level of 17

18. Health Clubs show the higher values for the affective dimension, followed by
n ector A sis
ffective Dimension – Se Analys Clothing R il C
Cl hi Retail. Communication R il present the llowest llevels f this
i i Retail h l for hi
dimension.
100%
75%
50%
25%
0%
Af
Positive Attractive Relaxing Cheerful Good
Pedro Ferreira ‐ IPAM 18

19. 100%
Act on Dim on – Se Analysis
75%
ector A
50%
25%
0%
tivatio mensio
Stimulating Vivid Bright Motivating Innovative
Automotive R t il d Clothing Retail h the highest l f Activation,
A t ti Retail and Cl thi R t il have th hi h t llevels of A ti ti
while Communications Retail and Hospitality have the lowest levels
Pedro Ferreira ‐ IPAM 19

20. Health Clubs and Clothing Retail customers felt happier than any other
ector A sis
motions – Se Analys
Transportations -6,3% 57,0%
Health Clubs -17,6% 82,4%
Hospitality -11,1% 33,3%
Entertainment -9,7% 54,8%
Utilities retail -2,2% 57,5%
Automotive retail -4,2%
4,2% 37,5%
Communications retail -2,9% 41,2%
Em
Clothing retail -3,2% 66,5%
-100% -75% -50% -25% 0% 25% 50% 75% 100%
Happy
H Unhappy
Uh
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21. Again, the most delighted were the Health Clubs customers, but also the most
ector A sis
motions – Se Analys bored
b d
Transportations -8,9% 53,2%
Health Clubs -27,5% 72,5%
Hospitality -11,1% 22,2%
Entertainment -9,7% 51,6%
Utilities retail -5,7% 47,8%
Automotive retail -8,3%
8,3% 45,8%
Communications retail -11,8% 38,2%
Em
Clothing retail -13,8% 55,1%
-100% -75% -50% -25% 0% 25% 50% 75% 100%
Delighted
D li ht d Bored
B d
Pedro Ferreira ‐ IPAM 21

22. The Health Clubs customers remain as the most satisfied. Worth to mention
ector A sis
motions – Se Analys utilities retail customers with 72%
ili i il ih
Transportations -1,3% 65,8%
Health Clubs -7,8% 92,2%
Hospitality -11,1% 55,6%
Entertainment -6,5% 51,6%
Utilities retail -3,5% 72,4%
Automotive retail 0,0% 65,2%
Communications retail -8,8% 32,4%
Em
Clothing retail -5,7% 62,8%
-100% -75% -50% -25% 0% 25% 50% 75% 100%
Satisfied
S ti fi d Unsatisfied
U ti fi d
Pedro Ferreira ‐ IPAM 22

23. Health Clubs and Utilities Retail were the most pleased customers. The most
ector A sis
motions – Se Analys unpleased customers were iin E
l d Entertainment and H l h Cl b
i d Health Clubs
Transportations ‐13,9% 54,4%
Health Clubs ‐17,6% 82,4%
Hospitality 0,0% 22,2%
Entertainment ‐19,4% 45,2%
Utilities retail ‐2,2% 62,3%
Automotive retail ‐4,3%
4,3% 43,5%
Communications retail ‐8,8% 32,4%
Em
Clothing retail ‐5,7% 54,9%
-100% -75% -50% -25% 0% 25% 50% 75% 100%
Pleased
Pl d Unpleased
U l d
Pedro Ferreira ‐ IPAM 23

24. Hospitality, Health Clubs and Transportations’ customers were the most calm;
Health Cl b l h high l f i
H l h Clubs also show hi h llevels of excitement, alongside with clothing
l id i h l hi
retail and entertainment
ector A sis
motions – Se Analys
Transportations ‐46,8% 12,7%
Health Clubs ‐52,9%
52 9% 47,1%
47 1%
Hospitality ‐66,7% 0,0%
Entertainment ‐9,7% 32,3%
Utilities retail ‐42,5% 23,2%
Automotive retail ‐26,1% 26,1%
Communications retail ‐17,6% 17,6%
Em
Clothing retail ‐18,0% 36,7%
-100%
100% -75%
75% -50%
50% -25%
25% 0% 25% 50% 75% 100%
Excited Calm
Pedro Ferreira ‐ IPAM 24

25. #1
There is a high level of scent recognition; consumers are well aware of the stimuli
stimuli.
Main Con ons
#2
nclusio
The general opinion is very positive; consumers are pleased with scented spaces.
#3
Consumers generally describe scents as positive, cheerful and innovative.
#4
The greater relevance of the affective dimension may show the emphasis placed on
well-being, which may not have a behavioural consequence.
Pedro Ferreira ‐ IPAM 25

26. #5
The more pleasant the scent, the more brands are considered high quality,
attractive, fun and innovative.
#6
Main Con ons
Positive t k the brand
P iti scents make th b d more modern, li l and iinteresting. Whil vivid,
d lively d t ti While i id
nclusio
attractive and good scents make the brand more interesting.
#7
Scents contribute to positive emotions such as satisfaction, pleasure, delightful and
calm (as opposed to excitement).
#8
Although there is a general relation of scents with positive emotions, this
a oc a o
association is more p o e in Health C u a d Retail (c o g, u e a d ca
o e prominent ea Clubs and e a (clothing, utilities and car
dealers).
Pedro Ferreira ‐ IPAM 26