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Survey on Perceptions of Scented Stores

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

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Survey on Perceptions of Scented Stores

  1. 1. Executive Summary June 2011Consumers’ PC ’ 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. 2. Consumers’ Perception of SC ’P i f Scented B d . How consumers perceive scents and scented places d Brands H i d d lCopyright © 2011 by Pedro FerreiraThis 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  Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. d lf Pedro Ferreira ‐ IPAM 2
  3. 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 placesCon Pedro Ferreira ‐ IPAM 3
  4. 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 perceptionCon Pedro Ferreira ‐ IPAM 4
  5. 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 clubsCon … transportations Pedro Ferreira ‐ IPAM 5
  6. 6. Con nsumers’ Per on of Scente Brands rceptio S ed Main Findings
  7. 7. Nearly 7 out of 10 y consumers recognised the scent of the store or spaceScen Reco on nt ognitio 33% 67% Yes No Pedro Ferreira ‐ IPAM 7
  8. 8. 79% of consumers were pleased or very pleased with the scentScen 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 Pedro Ferreira ‐ IPAM 8
  9. 9. 100Scent 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. 10. 100 on ctivation Dim on mensio 80 68,0 60 54,2 53,9 48,7 39,3 39 3 40 20Scen 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 Pedro Ferreira ‐ IPAM 10
  11. 11. 1 100 80 nsion 60 vation Dimen 40 5 2 20 0Afectiive 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. 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 ppyEmo -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. 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 ndPlea & 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. 14. ent aracte s andSce 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 Pedro Ferreira ‐ IPAM 14
  15. 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 dSce 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. 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 32Scent Recogn Pedro Ferreira ‐ IPAM 16
  17. 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. 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. 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. 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 Pedro Ferreira ‐ IPAM 20
  21. 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. 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. 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. 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. 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. 26. #5 The more pleasant the scent, the more brands are considered high quality, attractive, fun and innovative. #6Main 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

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