Executive SummaryJune 2011

C ’ P i f S d B dConsumers’ Perception of Scented Brands

How consumers perceive scents and scented places

Pedro FerreiraProfessor of Consumer Behaviour

Portuguese Institute of Marketing Management

C ’ P i f S d B d H i d d lConsumers’ Perception of Scented Brands . How consumers perceive scents and scented places

Copyright © 2011 by Pedro Ferreira

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Pedro Ferreira ‐ IPAM 2

nds

Main Goaled Br

a

Main Goal

Scen

te

U d t d h i t d t d on of

S

…Understand how consumers perceive scents and scented

placesrcept

io

p

rs’ Pe

rns

ume

Con

3Pedro Ferreira ‐ IPAM

nds

Specific Objectivesed Br

a

Specific Objectives

Scen

te

… identify the level of the scent recognition

on of

S

… measure the degree of pleasure or well-being induced by the scent

… understand how consumers describe scentsrcept

io

… measure the degree of coherence between the brand and scent

rs’ Pe

r

perception

nsum

eCo

n

4Pedro Ferreira ‐ IPAM

nds

Sectors covered in the surveyed Br

ay

… retail clothingScen

te

… retail communications

retail automotiveon of

S

… retail automotive

… retail utilitiesrcept

io

… entertainment

hospitalityrs’ Pe

r

… hospitality

… health clubs

nsum

e

… transportationsCon

5Pedro Ferreira ‐ IPAM

nds

ed Br

aSc

ente

Main Findings

on of

Srce

ptio

rs’ Pe

rns

ume

Con

Nearly 7 out of 10 yconsumers recognised the scent of the store

on

the scent of the store or space

ognit

io

33%

ntRe

coSc

en 67%

Yes No7Pedro Ferreira ‐ IPAM

79% of consumers were pleased or very pleased with the scent

ness

31 0Very pleasant

asan

tn

48,1

31,0

Pleasant

Very pleasant

ntPle

a

15,9

48,1

Insensitive

Pleasant

Scen

3,9Unpleasant

1,1Very unpleasant

0 10 20 30 40 50 608Pedro Ferreira ‐ IPAM

on100

mens

io76,6

68,4

62 8

80,878,380

veDi

m 62,8

60

Afec

ti 40

tion- 20

escri

pt 0Positive Atractive Relaxing Cheerful Good

entD

e

Cheerful, Good and Positive were the main attributes mentioned:

Sc over 75%9Pedro Ferreira ‐ IPAM

on 100

mens

io68,0

80

onDi

m

54,2 53,9

39 3

48,7

60

ctiva

ti 39,3

20

40

on-A

c

0

20

l d h

cript

io Stimulating Vivid Bright Motivating Innovative

ntDe

s

Innovative was the most mentioned attribute ith 68% f ll d b Sti l ti d Vi id

Scen with 68%, followed by Stimulating and Vivid

10Pedro Ferreira ‐ IPAM

1001

nsion 60

80Di

men

0

20

4025

vatio

n 0

. Acti

v

34

ivevs

. 34

Afective Activation

Afec

ti

The Activation Dimension is less evident than the Affective Dimension which may support the sense of pleasure induced by Dimension, which may support the sense of pleasure induced by the fragrance but not necessarily a behavioural activation 11Pedro Ferreira ‐ IPAM

28 449 6 ExcitedCalm

56 9

28,4

9 8

-49,6

Pl d

Excited

U l d

Calmse

d

66,4

56,9

-7,1

-9,8

Satisfied

Pleased

Unsatisfied

Unpleased

Arou

s

52,1

66,4

-16,6

7,1

Delighted

Satisfied

Bored

Unsatisfied

otion

s

60,5

,

-6,8

,

Happy

Delighted

Unhappy

Bored

Emo

-100 -80 -60 -40 -20 0 20 40 60 80 100

ppyUnhappy

Satisfied and Happy are the most mentioned emotions Pleased and Delighted are above 50% emotions; Pleased and Delighted are above 50%; Calm, with 50%, surpasses its counterpart (Excited) 12Pedro Ferreira ‐ IPAM

There is positive correlation (yet moderate to weak) between the pleasure induced by the scent and brand characteristics such as quality, attractive, live, innovative, and funny

ndq y y

& Br

an

Brand Characteristics

High

asur

e ModernHigh

qualityFunny Live Interesting Attractive Innovative

CorrelationCoefficient

,218** ,311** ,264** ,298** ,291** ,299** ,280**

Plea Pleasure Coefficient

Sig. (2-tailed) ,000 ,000 ,000 ,000 ,000 ,000 ,000

** Correlation is significant at the 0.01 level (2-tailed)g ( )

13Pedro Ferreira ‐ IPAM

and

s& Br

aris

tics Modern Quality Funny Live Interesting Attractive Innovative

Positive ,352** ,279** ,271** ,355** ,380** ,320** ,191**

** Correlation is significant at the 0 01 level (2 tailed)

arac

te Correlation is significant at the 0.01 level (2-tailed)

entc

haSc

e Positive scents are more associated with Modern, Live, Interesting and Attractive Brandsg

14Pedro Ferreira ‐ IPAM

Vivid scents are more associated with Interesting and Live Brandsan

dg

Attractive and Good scents are also associated with Interesting B d

s& Br

a Brands

And Innovative scents are associated with... Innovative Brands

ristic

s And Innovative scents are associated with... Innovative Brands

arac

te Modern Quality Funny Live Interesting Attractive Innovative

Vivid ,306** ,310**

Attractive 304**

entc

ha Attractive ,304

Innovative ,488**

Good ,336**

Sce

** Correlation is significant at the 0.01 level (2-tailed)

15Pedro Ferreira ‐ IPAM

s Scent recognition is higher in Utilities (86%), but also in na

lysi g g ( ),

Hospitality (81%). Entertainment has the lowest scent recognition level

ctor A

n level

8782

–Se

c

70 68 67

57

nition 45

32

Reco

gnSc

entR

S

16Pedro Ferreira ‐ IPAM

is -2,5% 75,9%Transportations

Analy

s

-11,1%

-6,7%

77,8%

93,3%

Hospitality

Health Clubscto

r A -6,3% 68,8%Entertainment

p y

s–Se

-2,9%

-3,5%

91,2%

66,7%

Automotive retail

Utilities retail

ntne

ss

-4 8%

-20,6%

89 5%

35,3%

Clothing retail

Communications retail

leasa

n -4,8% 89,5%Clothing retail

Pleasant Unpleasant

cent

P

The level of pleasantness is generally high (specially in Clothing, Automotive and Health Clubs); only Communications show a low level (35%) of Sc and Health Clubs); only Communications show a low level (35%) of pleasantness and a relatively high level of unpleasantness (20%) 17Pedro Ferreira ‐ IPAM

sisHealth Clubs show the higher values for the affective dimension, followed by Cl hi R il C i i R il h l l l f hi

Analy

s Clothing Retail. Communication Retail present the lowest levels for this dimension.

ecto

r A

100%

n–Se 75%

ensio

n

25%

50%

eDim

0%

ffecti

vAf Positive Attractive Relaxing Cheerful Good

18Pedro Ferreira ‐ IPAM

sis100%

Analy 75%

ecto

r A 50%

on–

Se

0%

25%

mens

ioon

Dim

A t ti R t il d Cl thi R t il h th hi h t l l f A ti ti

Stimulating Vivid Bright Motivating Innovative

tivat

io Automotive Retail and Clothing Retail have the highest levels of Activation, while Communications Retail and Hospitality have the lowest levels

Act

19Pedro Ferreira ‐ IPAM

Health Clubs and Clothing Retail customers felt happier than any other sis

Analy

s

-17,6%

-6,3%

82,4%

57,0%

Health Clubs

Transportations

ecto

r A

-9,7%

-11,1%

54,8%

33,3%

Entertainment

Hospitality

s–Se

-4,2%

-2,2%

37,5%

57,5%

Automotive retail

Utilities retail

motio

n

-2,9%

4,2%

41,2%

37,5%

Communications retail

Automotive retail

Em -3,2% 66,5%

-100% -75% -50% -25% 0% 25% 50% 75% 100%

Clothing retail

H U hHappy Unhappy

20Pedro Ferreira ‐ IPAM

Again, the most delighted were the Health Clubs customers, but also the most b d

sisbored

Analy

s

-27,5%

-8,9%

72,5%

53,2%

Health Clubs

Transportations

ecto

r A

-9,7%

-11,1%

51,6%

22,2%

Entertainment

Hospitality

s–Se

-8,3%

-5,7%

45,8%

47,8%

Automotive retail

Utilities retail

motio

n

-11,8%

8,3%

38,2%

45,8%

Communications retail

Automotive retail

Em -13,8% 55,1%

-100% -75% -50% -25% 0% 25% 50% 75% 100%

Clothing retail

D li ht d B dDelighted Bored

21Pedro Ferreira ‐ IPAM

The Health Clubs customers remain as the most satisfied. Worth to mention ili i il i h 72%

sisutilities retail customers with 72%

Analy

s

-7,8%

-1,3%

92,2%

65,8%

Health Clubs

Transportations

ecto

r A

-6,5%

-11,1%

51,6%

55,6%

Entertainment

Hospitality

s–Se

0,0%

-3,5%

65,2%

72,4%

Automotive retail

Utilities retail

motio

n

-8,8%

0,0%

32,4%

65,2%

Communications retail

Automotive retail

Em -5,7% 62,8%

-100% -75% -50% -25% 0% 25% 50% 75% 100%

Clothing retail

S ti fi d U ti fi dSatisfied Unsatisfied

22Pedro Ferreira ‐ IPAM

Health Clubs and Utilities Retail were the most pleased customers. The most l d i E i d H l h Cl b

sisunpleased customers were in Entertainment and Health Clubs

Analy

s

‐17,6%

‐13,9%

82,4%

54,4%

Health Clubs

Transportations

ecto

r A

‐19,4%

0,0%

45,2%

22,2%

Entertainment

Hospitality

s–Se

‐4,3%

‐2,2%

43,5%

62,3%

Automotive retail

Utilities retail

motio

n

‐8,8%

4,3%

32,4%

43,5%

Communications retail

Automotive retail

Em ‐5,7% 54,9%

-100% -75% -50% -25% 0% 25% 50% 75% 100%

Clothing retail

Pl d U l dPleased Unpleased

23Pedro Ferreira ‐ IPAM

Hospitality, Health Clubs and Transportations’ customers were the most calm; H l h Cl b l h hi h l l f i l id i h l hi

sisHealth Clubs also show high levels of excitement, alongside with clothing retail and entertainment

Analy

s

52 9%

‐46,8%

47 1%

12,7%

Health Clubs

Transportations

ecto

r A

‐66,7%

‐52,9%

0,0%

47,1%

Hospitality

Health Clubs

s–Se

‐42,5%

‐9,7%

23,2%

32,3%

Utilities retail

Entertainment

motio

n

‐17,6%

‐26,1%

17,6%

26,1%

Communications retail

Automotive retail

Em ‐18,0% 36,7%

-100% -75% -50% -25% 0% 25% 50% 75% 100%

Clothing retail

100% 75% 50% 25% 0% 25% 50% 75% 100%

Excited Calm24Pedro Ferreira ‐ IPAM

#1There is a high level of scent recognition; consumers are well aware of the stimuli

ons

There is a high level of scent recognition; consumers are well aware of the stimuli.

#2

nclus

io The general opinion is very positive; consumers are pleased with scented spaces.

#3

inCo

n #3Consumers generally describe scents as positive, cheerful and innovative.

Ma #4The greater relevance of the affective dimension may show the emphasis placed on well-being, which may not have a behavioural consequence.

25Pedro Ferreira ‐ IPAM

#5#5The more pleasant the scent, the more brands are considered high quality, attractive, fun and innovative.

ons #6

P iti t k th b d d li l d i t ti Whil i id

nclus

io Positive scents make the brand more modern, lively and interesting. While vivid, attractive and good scents make the brand more interesting.

inCo

n

#7Scents contribute to positive emotions such as satisfaction, pleasure, delightful and

Ma calm (as opposed to excitement).

#8#8Although there is a general relation of scents with positive emotions, this association is more prominent in Health Clubs and Retail (clothing, utilities and car a oc a o o e p o e ea C u a d e a (c o g, u e a d cadealers).

26Pedro Ferreira ‐ IPAM