AROMAS E SEGREDOS, UMA EXPERIÊNCIA NO MERCADO PÚBLICO DE PORTO ALEGRE/RS-BRASIL
Journal Title: Revista Competência - Year 2012, Vol 5, Issue 2
Abstract
This study contributes to the importance in the purchase decision of the products in the Public Market of Porto Alegre / RS, Brazil, specifically those with olfactory sensory experiential characteristics. Currently the use of olfactory marketing as a sales tool is still not widely used. Studies have showed that part of it is the lack of knowledge of the subject, the use and the benefits that this can bring new gimmick to attract customers. This study is done through library research, environmental analysis and interviews with owners of stalls and customers of the site. The idea is to identify the role of olfactory sensory marketing establishments in the Public Market of Porto Alegre, which brings a variety and diversity of flavors in the same location. The case study research investigates the following proposition: can the identity of the olfactory Public Market in Porto Alegre / RS explain the attractiveness factor of over one hundred thousand customers daily? To answer that question, it was verified that the use of smell as a marketing strategy in the Public Market is more closely linked to that magic mix of flavors adds value to consumers than itself a selling tool, by traders and shop owners.
Authors and Affiliations
Desirée Péres Müller Elimar Kröner Teixeira
Keywords
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- EP ID EP677194
- DOI https://doi.org/10.24936/2177-4986.v5n2.2012.54
- Views 265
- Downloads 0
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