Effect of odor on product and brand preference

In today's World,in which process and relations of production are globalized,increased and varied production supply and consumer expectations resulting in greatly intensified competition in markets. Employing untraditional multi dimensional cues to evoke the senses and Access to the subconscious, firms and marketing experts are effectively establishing emotional and perceptional bonds between products and consumers. And olfactory cues are one of the most important factors on consumer behavior. In the first chapter of this thesis,titled'Effect of Odor on Product and Brand Preference' researches that what is an olfactory cue,what is the process of odor perception, how can odors affect motives and change attitudes,beliefs and behaviors through a cognitive process.In the second chapter, it is examined some researches and applications about employing scents as retail atmospheric cues in order to establish a bond and communication with customers in terms of marketing strategy.And the last chapterstudies that, in the future information and communication World,in order to be lasting what sort of novel strategies and cues should the brands use and how can they create a sensory branding for their business.