Chapter7: Consumer Buying Behavior
Section: Chapter Questions
Problem 4DYMP
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Transcribed Image Text:Research studies have shown that a fragrance/scent in a store can have an effect on how much time and money
consumers spend shopping. Studies also indicate that women prefer a vanilla scent, while men prefer something
less sweet. If such is the case (and fragrance in a store environment is found to influence buying behavior), what
explanation can be given for why a menswear store might, nonetheless, consider using a vanilla scent?
O Most customers might not even be aware of the store's fragrance, so any fragrance the store uses should be acceptable to
consumers.
O The store might be targeting someone other than the product "user"
O The store might have had no other option; it most likely ran out of the male-preferred scent.
O Exposure to the vanilla scent is expected to have a delayed effect on men's shopping behaviors.
The store was attempting to get men to prefer a new, more feminine scent, with the hopes it would change their buying
behavior.
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