Vplyv vône na dopyt po občerstvení v Slovenskom národnom divadle

Letašiová, L. The influence of smell on demand for refreshments in The Slovak National Theatre. Bachelor thesis. Brno: Mendel University, 2017. In this thesis the influence of smell is examined using a sensory marketing in the attempt to sway the consumers' decision making in relation to choosing the refreshments in this cultural environment. The goal is also to identify other factors apart from the sense of smell that can be influential for the visitor in buying and to create a recommendation leading into higher sales and profit based on identified information. The research was held during two performances, when the visitors to The Slovak National Theatre were exposed to the influence of the scent and the purchase of selected refreshments was tracked. The outcome values were then compared to values gained during normal duty without the scent influence and analysed. The sale was increased in two out of three tracked items, a coffee and a strudel to be exact. Other factors that could have possibly influenced the outcome are mostly the limited time for sales or other scents indoors, as more of the people stated

Vplyv vône ako nástroja zmyslového marketingu na rozhodovanie spotrebiteľa

In this master’s thesis, the effect of smell as a tool of sensory marketing on consumer decision making is examined. The aim of the thesis is to describe the functioning of smell in a consumer decision making context and based on gathered data suggest possible recommendations applicable for selected culinary establishments that would serve to meet the needs of consumers as well as operators of these establishments. The case is demonstrated on an empirical study carried out in the Slovak National Theatre, whereby visitors were exposed to purposefully released smells over the period of two weeks. Consumer behaviour and revenues attributable to three selected items were observed over the studied timeframe. The collected data was subsequently compared to that of a counterfactual period in which no smells were being released. A statistically significant difference was observed in the sales of all three items examined, whereby the revenues stemming from coffee and strudel saw an increase, while the revenue from savoury pastry saw a decline. At the same time, it is necessary to identify potential factors that may have skewed the obtained data. Visitors have in their consumption process felt restricted primarily by a time constraint, which is necessary to take into account for long-term application of smell as a tool of sensory marketing, as well as for future research purposes