Author(s): Shuvam Chatterjee
Consumers of modern days are concerned with emotional connections along with product attributes during buying. This has led to a whole new advent of sensorial marketing, beginning the era of experiential marketing. Utilizing this opportunity, marketers are tapping the consumer’s emotive sense and exploring the option of attaching sensory cues, like smell, in marketing, thereby use of olfactory cues is increasing in brand differentiation. The aim of this paper is to assess relationship of likability of fragrance with strength of aroma in purchase. The help of a case Café Coffee Day (CCD) has been taken to investigate the above as this brand tries to enhance overall in-stay experience of consumers with implementation of Olfactory Branding. This article reflects outcome of a survey using judgemental sampling plan in few selected CCD store in Kolkata, having an atmosphere with strong aroma of coffee. A structured schedule was used to collect data from 200 respondents using appropriate scale with variables chosen from study outcomes of other researchers mentioned in serious academic literatures. The data obtained was treated with classification technique of discriminant analysis exploring the linkage of strength of aroma with likability of fragrance and its relationship with shopping under aromatic conditions. The analysis joins strength of aroma with shopping under aromatic conditions with likability of fragrance both measured under 5 point metric scales and connects it with the non metric variable shopping under aromatic conditions. This shows that there is an influence of fragrance with consumer’s choice and subsequent purchase decision.