Marketing and product promotion have been some of the greatest approaches to fostering product sales. Sales individuals and other marketing personnel have always come up with crafty ways to convince and entice people into making purchases of their products. The entertainment business is a multi-billion dollar enterprise. The movie industry, in particular, is a very popular entertainment entity. Due to the size of the industry, subsidiary businesses have sprouted from the movie industry. In fact, the sale of popcorns emerged as a subsidiary business that was exclusively dependent on the existence of the film industry. However , the sale and consumption of popcorns have risen over the years to redefine the entire film industry . Today, popcorn sale and consumption have emerged to be a complementary enterprise of cinemas. To foster sales , the scent of popcorns has been used as a marketing tool.
Different theories have been proposed to assess the influence of popcorn scent on sales based on the different methodologies and experimental procedures used by researchers. Indeed, there are individuals who were enticed by the scent of the popcorns and once they were hit by the scent, they could not resist making a purchase (Moeran, 2007). On the other hand, there are those who ‘by default’ had to buy popcorns when they went to the theatre. Many intricate explanations can be attached to these findings. However, these actions can be explained based on consumer behavior and their reaction towards stimuli as described in the Pavlovian theory. In this theory, the scent acts as an alarm or a reminder. From the theory, therefore, there is a willingness to buy but individuals may require being reminded to make purchases from time to time.
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The psychological theory, however, was the most prolific approach that was used in explaining consumer behavior (Nibbe & Orth, 2017). The theory is based on brain triggers that stimulate a person’s craving for popcorns. Scientifically, humans have brain cells that store certain scents. When the scent memories are activated or triggered by exposure to the respective scents, most people are naturally inclined to react to the scents. This reaction is contextually the purchasing of popcorns.
Null hypothesis: Scent does not have an impact on the sales of popcorn in cinemas . Alternative hypothesis: scent has an impact on the sales of popcorns in cinemas . My research paper validates the alternative hypothesis and makes the null hypothesis void. The research uses an experimentation and survey model to try and establish the impact of scent on the sales of popcorns. The different researchers try to establish how consumers are affected by the scent of popcorns in cinemas. In this regard, the researchers established a convergence between customer behavior and theoretic models that describe the same. The paper, therefore, helps in forming the hypothesis by surveying consumer behavior based on the marketing strategy of using scent to lure consumers. Also, the outcomes and theorization of the findings play a significant role in the formulation of the hypothesis.
References
Moeran, B. (2007). Marketing scents and the anthropology of smell. Social anthropology , 15 (2), 153-168.
Nibbe, N., & Orth, U. R. (2017). Odor in Marketing. In Springer Handbook of Odor (pp. 141-142). Springer, Cham.
