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nt not even be aware

nt not even be aware

Principles Of Marketing
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Research studies have shown that a fragrance/scent in a store can have an effect on how much time and money consumers spend shopping. Studies also indicate that women prefer a vanilla scent, while men prefer something less sweet. If such is the case (and fragrance in a store environment is found to influence buying behavior), what explanation can be given for why a menswear store might, nonetheless, consider using a vanilla scent? O Most customers might not even be aware of the store's fragrance, so any fragrance the store uses should be acceptable to consumers. O The store might be targeting someone other than the product "user" O The store might have had no other option; it most likely ran out of the male-preferred scent. O Exposure to the vanilla scent is expected to have a delayed effect on men's shopping behaviors. The store was attempting to get men to prefer a new, more feminine scent, with the hopes it would change their buying behavior.
Transcribed Image Text:Research studies have shown that a fragrance/scent in a store can have an effect on how much time and money consumers spend shopping. Studies also indicate that women prefer a vanilla scent, while men prefer something less sweet. If such is the case (and fragrance in a store environment is found to influence buying behavior), what explanation can be given for why a menswear store might, nonetheless, consider using a vanilla scent? O Most customers might not even be aware of the store's fragrance, so any fragrance the store uses should be acceptable to consumers. O The store might be targeting someone other than the product "user" O The store might have had no other option; it most likely ran out of the male-preferred scent. O Exposure to the vanilla scent is expected to have a delayed effect on men's shopping behaviors. The store was attempting to get men to prefer a new, more feminine scent, with the hopes it would change their buying behavior.
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