Skillnader mellan mäns och kvinnors attityder till företags användande av doftmarknadsföring

Sammanfattning: Purpose: Based on excisting theories within marketing and psychology research investigate how scent marketing can affect customers and whether attitudes towards an ambient scent differ between men and women. Methodology: A quantitative study has been conducted with its starting point in positivism. A deductive approach has been used, meaning that a theory is being proven or disproven using a specific method. The raw data was collected using a questionnaire. Theoretical perspective: The theoretical framework is mainly based on three theories: Social culture-, Service environment and Trademark model, Mehrabian and Russels framework and Persuasion Knowledge Model which all describe how scents can affect consumer behavior and what makes us experience scents in different ways. Empirical foundation: The empirical foundation is based on an questionnaire and the answers was collected by putting it on facebook but also by asking people in person if they wanted to participate in our study. The requirement to be included in the survey was that all the questions was answered. A total of 152 answers was collected of which two did not meet the criteria and therefore had to be excluded. Conclusion: The theoretical framework combined with the collected data have given us a greater understanding of how scents can affect us and what makes the using of an ambient scent successful. The study also gave us an insight about how men and women perceive a scented environment and the results show that women tend to have a more positive attitude towards ambient scents. The results also indicate that neither of the two sexes get suspicious towards a company that uses scents with the purpose to influence their behavior.