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In studies like “The Premium Market Report: Fine Fragrance” it reveals to us how important the aroma is to trigger purchases.
Coca Cola It is another case of how the sensory is decisive for a purchase decision.
The shopping experience based on sensory elements has promoted very important consumer activities such as those that have to do with innovation.
A consumer plus leisure results in a series of practices, which demonstrate the extent to which consumers reach and which create phenomena such as the so-called “smell of the United States”, which is a supposed characteristic smell in this country.
When he ran study “The Premium Market Report: Fine Fragrance” the main factors that motivated a purchase in consumers were determined. The majority, that is to say 90 percent, chose the aroma as the main determinant to buy a perfume.
“This survey examined the important factors affecting fragrance buying decisions among women in the UK by asking the question “When buying a fragrance, what is important to you?” Most of the women pointed to odor as the main factor, racking up a 90 percent share. The second most important determinant was the availability of fitting rooms in stores, which represented 32 percent”, explains the study in its conclusions.
smell of America
The profile of the consumer around its context has given guidelines to a series of elements, which remind us of the capacity of a power brand acquired from these purchase profiles.
For the TikTok user Mrs. Alexandrina It was important to see the shopping experience based on his need to make his clothes acquire the smell of the United States, because in this way he manages to emulate the smell, which he says, is achieved when clothes are washed in the United States and that in his case consisted of mixing Tide with Suavitel Sport in the washing cycle of their garments.
@d.alejandrinaa In my search to smell like the United States, I tried these two products and it seemed to me that the smell is quite similar to the gringo smell 🇺🇸 #oloraestadosunidos #nice smell #smellclean #softener #fabricsoftener #softeneropa #clothessoftener ♬ Loneliness and the Sea – Natalia Lafourcade
This is not the first time that the consumer is determined to achieve sensory experiences from the products, because if we look at platforms like YouTube, there are even challenges to discover the best flavor of a Coca Colawhen comparing their version of the United States and that of Mexico.
The dynamic of coming up with the most convincing flavor is based on the ingredients used to sweeten soft drinks, and those who test soft drinks deduce that it is because the Mexican version is sweetened with cane sugar and the US version with syrup. of corn.
These experiences that are documented in networks have brands as protagonists of stories, where the consumer seeks to make decisions based on their context. With this in mind, it has become decisive in marketing to establish activities that today remind us of how important consumer integration has become.
There is a unique influence from the sensory and proof of this is the capacity formed in consumption, where the importance of understanding the market is determined and not only that, the capacity in it to integrate a brand with the consumer from elements such as flavor or aroma.
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