Scent marketing – benefits and limitations

The development of the scent marketing proves that the modern customer evaluates products not only on their quality and price, but also takes into account the quality of the environment in which they are purchased. The use of scent at the point of sale can be an additional opportunity to influence customer purchase decisions. However, effective activity in this area requires extensive knowledge, an understanding of the limitations associated with scent marketing and constant tracking of the results of the latest research in this area. There are not many studies on this subject in the Polish literature. Therefore, the aim of this article became to present the benefits of using scent marketing and the limitations associated with the use of this sensory marketing tool. The method of analysis of the literature on the subject was used to achieve such a goal.

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