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This paper studied the effects of music plus fragrance or music alone on consumer purchase behaviour, footfalls and repeat visits to retail stores in the context of the mall.

A primary research was conducted through a structured questionnaire. A field study was conducted in two malls that attract the maximum crowd. The data from 250 respondents were analysed in total.

As per the present study, the combination of playing music with fragrance is more effective compared to playing music or fragrance alone on shopping behaviour, footfalls and repeat visits in retail stores in emerging markets like India.

The study is more confined to a comparative study of the effectiveness of music with or without fragrance on consumer purchase behaviour and footfalls in retail stores located in malls. In view of research design, this could be a limitation of the study as types of music and other ambiance factors are not considered. The present study can be extended to religion as the religiosity of respondents may give a different response. The urban respondents may vary when compared to rural consumers. Therefore, the study can be extended by adding the rural or A-city mall or smaller malls in big cities. Research can be extended in the coronavirus disease 2019 (COVID-19) era to see if there is a change in consumer behaviour. It can also be extended to consumer's preference for different music and different fragrances.

This paper provides marketing managers and retail owners with valuable insights on the importance of using music with fragrance in retail stores to create unique consumer experiences in emerging markets that are different from developed countries. Managers should try to create both music, and fragrance in the store to improve purchase intention, and stay longer. To ensure that the planned music and fragrance approach creates the ambiance for consumers, marketing managers are advised to conduct market research. Special care should be taken for younger visitors to the store by creating the right ambiance. The present research will help many offline retailers' managers to strive for new competitive advantages through creating favourable shopping environments by understanding cultural differences.

The research gives direction to use music with a fragrance in the retail ambiance in the malls which will lead to improved consumer purchase, more footfalls, repeat visits and staying longer in emerging markets like India, which is a destination for global brands. Integration of three models of impulse buying (Rook and Fisher, 1995), individualism and collectivism (Triandis, 1995) and stimulus–organism–response (S–O–R) model of Mehrabian and Russell (1974) is used to explain the complex behaviour of consumers towards more purchases and repeat visits. The study will shed light on the quandary that retailers in the organised sector face in emerging markets such as India regarding the use of music and fragrance, as well as the impact on purchase behaviour, footfalls and repeat visits.

This paper aims to investigate visual exaggerations of fragrance advertisements by comparing subjects' expectations resulting from print ads to their subsequent product evaluations. It then considers whether the actual scents fall short, meet or exceed these expectations.

By means of a semiotic analysis the authors capture the corresponding literary attributes of the ads to develop adjective pairs describing the meaning of the ads. Interviews are conducted to assess the meaning that consumers draw from the fragrance ads and the authors supplement these findings by performing a blind olfactory product evaluation of the fragrances. Paired sample t‐tests are used to compare subjects' ad expectations to their subsequent product evaluation of the actual scent.

These results show that the visual cues and imagery in the fragrance ads appear, under certain conditions, to result in product expectations that exceed actual product evaluations, suggesting the existence of visual puffery. The authors also found that the more abstract descriptors of the ad resulted in significantly higher expectations, while the more concrete descriptors resulted in significantly lower expectations than the actual product evaluation.

A small sample size of homogenous consumers limits the generalizability of the results. No measures of attitude effectiveness were taken.

Visual puffery may be effective and help marketers, even in countries where verbal puffery is illegal, to use another means to reach consumers.

This paper investigates an under‐researched area in advertising. A multi‐method approach and primary data are used to assess subjects' ad expectations of a fragrance and the actual product evaluation and demonstrate the existence of visual puffery.

This article aims to understand the influences surrounding the consumption of fragrances, especially if these products fit as a brand extension of luxury brands. More specifically, it aims at identifying the main reasons behind the process of buying fragrances and the main features associated with the consumption of fragrances.

This research adopts a qualitative approach in the form of 15 in-depth interviews with consumers of fragrances, seeking to assess attitudes and influences in the consumption of fragrances as a brand extension of luxury brands.

This research shows that the emotional use of fragrances as a luxury product is much more important than their functionality, the relationship between the studied consumers and fragrances depends on the occasion of consumption (season of the year; day or night) and the aroma and the durability of the aroma is the main decision criterion for the purchase of fragrances. Respondents have also mentioned comfort, elegance and sophistication as attributes to choose a fragrance as a luxury product.

This article adds to the current knowledge on the topics of luxury brand management and buying behaviour by providing a better understanding of attitudes and influences towards the use of fragrances. This research recognizes the importance of a brand extension strategy for luxury brands, especially in the case of fragrances.

Examines the perceptions and preferences of fragrances by females. The sample was taken from nine cities across three continents. Of the two major fragrance concepts examined, unisex fragrances have been introduced, with only about half the respondents in the nine cities (six countries) surveyed in this study being familiar with the concept. Respondents assessed the effects of ten factors on the fragrance decisions. The joint effects of ten surveyed factors show major differences between samples as stratified by area, with some consistency among the top factors, as supported by ANOVA and MANOVA analysis. Chi‐Square analysis of unisex and “same‐name” fragrances indicated significant differences in four of six variables. The ten surveyed factors were “scent, European fragrance, price, brand (purchased for self), brand (purchased as gift), mood, season, free items with purchase, container, and color.” “Scent, price, brand and mood” were the dominant variables. Significant differences existed between the respondents in the three major geographic areas, USA, Europe and Asia for seven of the ten factors, i.e. European fragrance, price, brand purchased as a gift, mood, season, container, and color.

Some of the results of a new overview of the European flavours and fragrances market are summarised. The total market in Europe is estimated to have been worth $2,300 million in 1988 of which about 40 per cent was flavours and 60 per cent fragrances. Fragrances have two main outlets – cosmetics and toiletries (including perfumes) and soap, detergents and other cleaning products. There are many outlets for flavours but it is estimated that 60 per cent of consumption is in soft drinks, dairy products and savoury foods. These three end‐uses are considered in detail. While there are about 1,000 flavours and fragrances manufacturers worldwide, the top 15 take a half share of the market because only the largest companies can afford the high R&D, quality testing and marketing costs involved. The smallest companies can survive by serving niche markets but continuing rationalisation among the medium‐sized firms is likely.

Creative labor in the perfume industry can be identified as perfumers or perfume designers who have spent years in the industry either with formal education or firsthand practice and have developed their skills. They are skilled in matching various fragrances and work with the client's framework to produce perfumes. This chapter analyzes the literature about creative labor's living conditions and aspirations, focusing on the perfume industry and its role in producing perfumes. Perfumery is looked at from a creative and artistic perspective, and the prerequisites of becoming a successful perfumer are analyzed. In an industry where talent plays a crucial role in one's success, perfumers are identified as those who work with large brands to produce perfumes for the masses or cater to specific individuals. Bespoke perfumers such as Sylvaine Delacourte and Jean-Claude Ellena have a lot more flexibility and autonomy in their work because of their superior level of skill. They can charge soaring prices for their work. Whereas other creative workers in creative projects have to undergo a long collaborative process where they are required to work within the framework provided by their clientele to launch a new perfume product. Previous literature by Richard Florida and Brian Moeran about the creative class has been used to identify the characteristics of creative labor in the perfume industry. The creative process in perfumery in terms of high-end luxury products and mass production products is discussed. Manufacturing of perfumes today is primarily industrial, and the role of perfumers in the high-end prestige market and mass market in terms of their creativity is analyzed. Additionally, the top perfumers’ style of work and the creative process involved in making perfumes are discussed.

This case facilitates the learning of marketing concepts like segmentation, targetting and positioning, marketing mix, branding strategies and digital marketing strategies.

The case is written based on the facts available in the public domain and hence it follows secondary data research design. The secondary sources include company websites, industry reports, newspaper articles, social media sites and other online articles and reports. The case is classroom tested with MBA students in digital marketing course and PGDM students in brand management course.

Cycle Pure agarbathi, the leading brand of NR Group, became the coveted brand among the households of India. This success amidst high competition can be attributed to the concerted effort on product development coupled with mindful branding. To keep abreast of time and competition the company opted to go digital with an e-portal. Cycle Pure had a digital presence much earlier through social media, but the e-portal www.cycle.in, was a novel attempt. All the fragrance products of the brand were available for consumers through www.cycle.in. Moreover, the product assortment consisted of a collection of top-quality products and auxiliaries linked to multiple categories such as invocation necessities, personal care, air care and lifestyle. Furthermore, using in-house fragrance research lab, the company experimented with local aromas through numerous variants and also extended to related products such as sambrani (benzene) and dhoops. With consistent product augmentations along with access to innovative sectors such as air fresheners, the company expected to grow at a rate of 15%–16% annually. However, the company targeted to grab one-third share in the total market within the next five years.

This case can be used in Marketing Management, Brand Management, Digital marketing and Strategic Marketing courses at the Master’s level. It is suitable for MBA and executive MBA students.

The purpose of this paper is to help students understand how companies combine and leverage their existing knowledge capabilities in order to build strategic advantage for the company. The case also throws some light on the opportunities and challenges faced by SME's of emerging markets in going international in turbulent macroeconomic scenarios.

The case has been written for the purpose of teaching and class discussion. Interviews with protagonist provided the primary data and published reports and archives of the company provided the secondary data for the case.

After the class discussion, students will be able to figure out how SME's can best leverage their existing knowledge base, efficiently manage that knowledge base and accurately assess the impact of these knowledge management activities for international expansion.

This is among the first few cases in the area of knowledge management from the perspective of SME's in emerging markets in the fragrance and other allied industries.

The inclusion of softeners (20 g/l), namely, Siligen VN (silicon based), Basosoft SWK (cationic), or Leomin NI (nonionic), in a dimethyloldihydroxy ethylene urea (DMDHEU, 50 g/l) finishing formulation of 65/35 cotton/polyester blended fabric, enhances the resiliency of the fabric, which is expressed as the dry wrinkle recovery angle (WRA). The fabric acquires the ability to keep a rose oil fragrance upon storage up to 3 months. Improving the WRA and acquiring the ability to keep the fragrance can be descendingly arranged as follows: Siligen VN>Basosoft SWK>Leomin NI. Increasing the Siligen VN concentration (0-30 g/l) in the finishing formulation is accompanied by a small increase in the WRA, and a noticeable enhancement in the ability to keep the rose oil fragrance upon storage. By increasing the rose oil concentration (100-300 g/l) in a perfumed bath of cross-linked/Siligen VN, the softened fabric is accompanied by a slight drop in the WRA, and a decreasing ability to keep the fragrance up to 3 months.

However, the extent of the fragrance is higher at higher rose oil concentrations, regardless of the storage time. The ability of the fabric to keep the fragrance can be attributed to solubilization and/or encapsulation of the perfume in the oleophilic segments of the softener, and its slow release with time, so that the smell can be sensed. This ability decreases after increasing the storage time up to 3 months, and depending on the type of perfume oil used, is descendingly arranged as follows: jasmine oil > rose oil > sandal oil.