Doftens betydelse : En kvalitativ studie om sinnesmarknadsföringens inverkan vid bostadsvisningar

Sammanfattning: The real estate sector in Sweden is characterized as a small market with high competition amongst homes and apartments. With that in mind the real estate companies are forced to be unique in their strategic marketing way to stand out from the competitors. The traditional marketing tools are no longer suitable in order to be successful and new strategic marketing tools are constantly improved. Sensory marketing is a phenomenon which is relatively new and it is all about satisfying the humans five senses: sight, smell, taste, hearing and feeling. A humans five senses are unique and very individual. It is scientifically proven that a human has between six to ten million receptor cells in the nose and with the help of these we can identify 2000- 4000 different types of aromas. It is clear that smell as a sense is very central, since you cannot turn off this sense unlike the four others. A human can recognize around 10 000 different fragrance combinations, although it may diffuse to define a specific scent. The use of the marketing tool is used in varying degrees depending on which sector a company operates in. Within the retail sector many companies use sensory marketing in order to satisfy the customer on a new level. There are a number of clothing and interior stores who work with sense of smell and try to develop a sense that is compatible with the concept they offer. It has been proven that various companies have succeeded with their sensory marketing and have thereby gained market shares. Within the real estate sector the way of working with the senses are relatively limited and undeveloped. Many brokers talk about the visual which means what the eye sees in a home and they also emphasize that the feeling within a home should feel right for the buyer. There are no earlier studies about how added scenes can enhance the experience of a home and this has been our main research question. The purpose of this thesis is to provide a deeper understanding of how Swedish real estate agencies currently work with fragrances and also how they can be improved. By using a qualitative research method a deeper understanding regarding sense linked to the real estate sector has been acquired. The data has been collected from six different real estate companies in Kalmar. Based on the analysis, the outcome of this study shows that senses can not stand as a single element within homes that are for sale. Although, to add the right senses can be seen as a tool to create a extended experience for a speculator who visits a property that is for sale. In combination with homestyling, an added sense can awaken awareness of potential buyers and thereby a more emotional bond to the ii home can occur. The empirical findings shows that the development of fragrances within the real estate sector is interesting as long as it is done in the right way and matches the concept. The study can be compatible for Swedish real estate brokers and agencies who want to extend their way of working and implement sensory marketing.