Aroma Marketing Concept and the Level of Awareness Among Bosnia and Herzegovina population

Abstract: Smell certainly arouses emotions and memory. In marketing, however, scent is proven to be very effective in helping contrast one brand from another. It triggers a desire that strongly influences our buying behavior and purchase decision. The right aroma can help to recall some pleasant association, people or events, whether it is great memory from childhood, or an enjoyable time spent in friend’s home. This is the reason why so many companies use scents as marketing tool to attract customers and distinguish themselves from competition. After theoretical part of the study, the interviews showed that level of awareness of scent or aroma marketing concept among Bosnia and Herzegovina population is high and they perceive scents to have substantial influence on consumer behavior and purchase decisions