Den dolda marknadsföringen : -En kvantitativ studie om ambienta dofters inverkan på kunders beteende i en klädbutik.

Sammanfattning: Context: Congruent ambient scents are not used extensively in marketing and there is only some research in this area within the Swedish retail. Moreover, there are not many studies that show how ambient scents influence customer behavior in a Swedish clothing store. Purpose: Examine and analyze which of the ambient scent vanilla and white orchid that suite and can provide a signature fragrance to the clothing store Kompaniet in Kalmar. The purpose of this study is therefore to compare how these scents affect the customers’ behavior in the servicescape. Method: A deductive research strategy with an experimental design. The experiment was performed in Kompaniet in Kalmar. Theory: Our theoretical framework consists of sensory marketing, male and female shopping behavior, the sense of smell and ambient scent in the servicescape atmospherics. Results: Here we present a presentation of Kompaniets servicescape. We present images and a store layout of Kompaniets environment. It also presents a clustered graph of the number of respondents. Moreover, results of the study are presented by statistical data. Analysis and discussion: This chapter analyzes and discusses the results, each hypothesis separately, based on the developed theory. Conclusions: Six of eight hypotheses are accepted in our completed study in Kompaniet, and we can thus interpret that the presence of an ambient scent affects customers' behavior in a clothing store´s servicescapes extensively. Based on the derived results and conclusions Kompaniet may benefit from using both associated ambient scents vanilla and white orchid as a signature scent to the store. Our study shows that customers are spending a long time in the store, approaching the clothes and more customers are touching the garment with the presence of an associated ambient scent in the servicescape. Suggestions for further research: It is relevant to develop a new signature scent that is unique to a store and therefore do not use a fragrance that is commonly found in other environments. Another aspect that can be explored is to place a scent in the entrance of a store to lure customers and then place the same scent at a specific area of the store. There is in the current situation not much contribution regarding how men and women experience the scent of the servicescape. This area therefore has great potential for development.