Investigation of the effect of scent marketing on brand awareness with neuromarketing technique

It is seen that the globalizing competitive market environment has became different with the constantly changing and developing consumer structure. The fact that consumer decision-making mechanism has to be more understandable has emerged with the evolutionary changes in the field of marketing. The inadequacy of the studies conducted with traditional research methods in understanding consumer decision process has come out the science of neuromarketing which brings different disciplines together. While the assumption that consumer decisions are made rationally is stressed with traditional research methods, it is provided to reveal unconscious reactions behind decisions made by using neuromarketing methods. As it is known that sense of smell is the most primitive and the one that sticks in the mind a long time. With this study, the evaluation of awareness that sense of smell has made or will be able to make for brands is executed with neuromarketing and traditional methods. Four different brands were used in the study to measure their odor awareness. In the first stage of the study, the questionnaire was conducted to 30 volunteer participants and then compared to the same people with the EEG analysis method. As a result of the comparison, it was observed that the statements based on the questionnaire, which is the traditional research method, can produce different results with the results of EEG analysis. In the research, both the use of the questionnaire method which is one of the traditional research methods and the EEG analysis method which is one of the neuromarketing techniques are important for the literature studies that will be conducted in advance.