Authors : Dil Afrooz Khushee; Md. Saymom Sarowar Tonmoy

Volume/Issue : Volume 9 - 2024, Issue 8 - August

Google Scholar : https://tinyurl.com/4zykm465

Scribd : https://tinyurl.com/esupxzkd

DOI : https://doi.org/10.38124/ijisrt/IJISRT24AUG1157

Abstract : In the modern landscape of marketing, the integration of neuromarketing practice has become a pivotal influence on consumer’s choice. Among the neuromarketing factors, Olfactory stimuli is the most essential one in restaurant as the satisfaction of food depends on not only in taste but also in aroma and scent. The study highlights how much positive aroma can significantly enhance the ambiance of restaurants, therefore drives consumers to the restaurant. Conversely, a negative aroma can deter potential customers and diminish their purchase intent. In the food industry, the relationship between fragrance and appetite is particularly pronounced. Therefore, by aligning the fragrance, a restaurant can determine their marketing efforts and enhance customer’s preferences.

Keywords : Neuromarketing, Olfactory Stimuli, Consumer Buying Behavior, Fragrance, Food Industry.

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