How scent relates to consumer behavior and potentially influence consumer purchase intention in Thai retail stores.

Abstract

ABSTRACT This purpose of this study aims to explore the relationship between how scent relates to consumer behavior and potentially influence consumer purchase intention to buy products Thailand retail stores. The research aim to examine how scents relate to consumer in aspects of personal factors, attitude toward psychological factors such as hedonic motivation, consumer perception, consumer emotion and brand recognition and lastly impulse buying that influences purchase intention to buy products in Thailand. The scope of the study is based on those people in the population with experience in purchasing from retail stores. This study collects data in the form of relevant primary data and data from previous researches related to the subject of study. The research results reveal that the psychological factors which are consumer perception, brand recognition and impulse buying had potential effect to customer purchase intention to buy product in Thailand retail store.