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Influência do aroma no comportamento do consumidor em lojas físicas: o caso Zara Home
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Orientador(es)
Resumo(s)
A experiência sensorial assume um papel estratégico no marketing, e o aroma tem vindo
a destacar-se como um estímulo ambiental, na medida em que consegue influenciar
perceções, emoções e decisões de compra por parte das consumidoras. Apesar de
existirem estudos sobre o marketing sensorial, o marketing olfativo continua a ser pouco
estudado em contextos reais de retalho, sobretudo em lojas de artigos de decoração. Esta
dissertação tem como objetivo compreender o impacto do olfato no comportamento do
consumidor em lojas físicas, tendo a Zara Home como um caso de análise. Adotou-se
uma metodologia qualitativa exploratória, tendo por base 20 entrevistas semiestruturadas
realizadas a consumidoras da marca, tendo a análise temática sido conduzida com o apoio
do software MAXQDA.
Os resultados revelam que o aroma presente na Zara Home é percecionado de uma
forma positiva, funcionando como um elemento diferenciador e contribuindo para uma
atmosfera de loja mais acolhedora. Foi verificado ainda que o aroma potencia a ligação
emocional, aumentando o tempo de permanência na loja e influenciando comportamentos
favoráveis, como por exemplo a intenção de recompra e até mesmo a recomendação da
marca.
O presente estudo reforça a pertinência do marketing olfativo como ferramenta
estratégica no retalho e contribuí para uma compreensão mais aprofundada do papel dos
estímulos sensoriais na experiência de compra.
The sensory experience plays a strategic role in marketing and the aroma has been standing out as an environmental stimulus as it can influence perceptions, emotions and purchasing decisions by consumers. Although there are studies on topics such as sensory marketing, olfactory marketing continues to be a little less studied in real retail contexts, especially in decorative goods stores. This dissertation aims to understand the impact of smell on consumer behavior in physical stores, using Zara Home as a case of analysis. I chose to use an exploratory qualitative methodology, based on 20 semi-structured interviews conducted with consumers of the brand, and the thematic analysis was conducted with the support of the MAXQDA software. The results tend to reveal that the aroma present in Zara Home is perceived in a positive way, working as a differentiating element and contributing to a more welcoming store atmosphere. It was also found that the aroma enhances the emotional connection, increasing the time spent in the store and influencing favorable behaviors, such as the intention to repurchase and even the recommendation of the brand. The present study also reinforces the relevance of olfactory marketing as a strategic tool in retail and contributes to a deeper understanding of the role of sensory stimuli in the shopping experience. Limitations are also recognized and directions for future research are suggested.
The sensory experience plays a strategic role in marketing and the aroma has been standing out as an environmental stimulus as it can influence perceptions, emotions and purchasing decisions by consumers. Although there are studies on topics such as sensory marketing, olfactory marketing continues to be a little less studied in real retail contexts, especially in decorative goods stores. This dissertation aims to understand the impact of smell on consumer behavior in physical stores, using Zara Home as a case of analysis. I chose to use an exploratory qualitative methodology, based on 20 semi-structured interviews conducted with consumers of the brand, and the thematic analysis was conducted with the support of the MAXQDA software. The results tend to reveal that the aroma present in Zara Home is perceived in a positive way, working as a differentiating element and contributing to a more welcoming store atmosphere. It was also found that the aroma enhances the emotional connection, increasing the time spent in the store and influencing favorable behaviors, such as the intention to repurchase and even the recommendation of the brand. The present study also reinforces the relevance of olfactory marketing as a strategic tool in retail and contributes to a deeper understanding of the role of sensory stimuli in the shopping experience. Limitations are also recognized and directions for future research are suggested.
Descrição
Palavras-chave
Marketing Sensorial Marketing Olfativo Comportamento do Consumidor Aroma Experiência de Compra Zara Home Sensory Marketing Olfactory Marketing Consumer Behavior Scent Shopping Experience
Contexto Educativo
Citação
Cristóvão, Maria Francisca Catarino Baião Sequeira (2025). “Influência do aroma no comportamento do consumidor em lojas físicas: o caso Zara Home”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão