Gender role in ambient scent's effects on consumer behaviour

Ambient scent and products' smell are important issue in consumer behaviour study. So many papers were published which emphasise on the ambient scents impacts on customers. But few of them contributed to gender role in ambient scents' and products' smell effects. These few researches were spoken about gender products like women and men wares. Here, we tried to fill the gap. This research is about gender role in ambient scent's effects on consumer behaviours. Odour Awareness Scale (OAS) has been used to measure the gender difference in odour awareness. Data were analyzed by means of SPSS soft ware and T-Tests. The results indicated that women are more aware of smells than men and they gave more importance to odours too. So, ambient scent and products' smell are more important for women than men, and ambient scent would affect women more and faster than their male counterparts. In other words, using ambient scents in women's stores could have better results than stores that the most of customers are men. Being aware of personal differences in ambient scents effects, could enhance their using methods and ways, and could be a cue to balance the advertisement budgets and preventing of useless activities

کلیدواژه ها:

Ambient scent ، consumer behaviour ، gender ، odour awareness ، olfaction ، product's smell