SCENT\u27S INFLUENCE ON SALES STRUCTURE AND BEHAVIOUR OF INVOLVED SUBJECTS IN SALES PROCESS

V diplomskem delu opisujemo moč vonja za namene sodobnega marketinga. Čeprav je področje aroma marketinga znano in uporabljano že precej časa, pa velja dejstvo, da je takšen način oglaševanja v glavnem še vedno nerazširjena in nekonvencionalna praksa. To je presenetljivo predvsem skozi finančno sliko tovrstnega marketinga, ki je po navadi ugodna in znotraj obvladljivih okvirjev ter jo lahko opišemo po načelu »value for money« – torej visoka učinkovitost za nizko ceno. Ker je takšno pomanjkanje prisotno predvsem v Sloveniji, smo se dodatno odločili tudi za izvedbo eksperimenta, ki je pokazal vpliv vonja na manjšem primeru, kot je to v navadi. Iniciator želje po tovrstni raziskavi so bile med drugim tudi nezadostne domače raziskave in študije oziroma pomanjkanje teh. V prvem delu predstavimo senzorični marketing in ga primerjamo s tradicionalnim, razložimo pojme, kot sta senzorični in aroma marketing, ter navedemo veliko primerov uporabe vonja za namene marketinga – tako na tujih kot domačih trgih. V nadaljevanju diplomskega dela, s pomočjo podatkov pridobljenih skozi eksperiment, opisujemo vpliv vonja na dve področji. Prvo je vpliv vonja na strukturo prodaje, drugo pa vpliv vonja na vpletene v prodajni proces, kjer se ne fokusiramo zgolj na uporabnike, ampak tudi na druge, ki prisostvujejo v tem procesu. Vedenje zadnjih lahko namreč bistveno vpliva na uporabnikovo razpoloženje in vedenje. Z natančno izvedbo eksperimenta smo dokazali in razložili vpliv vonja tako na strukturo prodaje kakor na vedenje vpletenih v prodajni proces. Ob analizi rezultatov navajamo tudi odprta področja za nadaljnje raziskovanje in možnosti uporabe senzoričnega marketinga.Throughout diploma paper we are describing the power of scent for the purposes of modern marketing. Despite the fact that the field of scent marketing is known and used for some considerable time, the fact is that this method of advertising is still largely non-dispersive and non-conventional practice. This is surprising especially when looking at the financial picture, which is usually satisfactory, within manageable frame and can be described through the principle "value for money", meaning to get something of high efficiency or effectivenes for low cost. As such lack of practice is present primarily in Slovenia, we have additionally decided for the realization of experiment, which showed the influence of scent on a smaller case, as is customary. Initiator for this kind of research have also been insufficient domestic research and studies, or lack thereof. The first part of the paper describes the sensory marketing and comparison with the traditional one, explains concepts such as sensory and scent marketing and describes large amount of examples that involve the use of scent for marketing purposes, both in foreign and domestic markets. Mentioned is followed by the results of experiment, describing the scent\u27s influence onto two areas. The first being the influence on sales structure and the other the influence on behaviour of involved subjects in sales process, regarding not only the users, but also other involved subjects. Behaviour of the latter may in fact significantly affect the user\u27s mood and behaviour. With precise execution of the experiment we were able to demonstrate and explain the scent\u27s influence on both, the sales structure and the behaviour of those involved in the sales process. Furthermore we also mention the possibilities and open areas for further research and potential uses of sensory marketing