Impact of point-of-purchase olfactory cues on purchase behavior

Purpose This study aims to examine the impact of olfactory cues at the point of purchase on consumers’ purchase behavior in terms of sales. Design/methodology/approach The theory of semantic congruence and sensory marketing on consumer behavior is tested using data collected through an experiment and analyzed using quantitative methods. Findings The presence of an olfactory cue has a positive impact on purchase behavior, as measured by product and product-category sales. Results indicate that a more common, category-congruent scent is optimal, as opposed to product-congruent, differentiating scent, even for a single product. Practical implications The findings encourage retailers to implement scents at the point of purchase as a sales promotion tool. Targeting a product category, instead of a single product, would seem the most feasible target scope. Originality/value This paper studies sensory marketing and cue congruence in a real-life retail setting, measuring the impact in terms of sales, and not only in relation to purchase intentions or brand image. Addressing a precisely defined target that suits retailing, namely, a single product and product category, is also novel, contrasting with earlier studies focused on ambient scents in large environments.