THE SENSORIAL STIMULI’S IMPACT WHEN PURCHASING FEMININE PERFUMES: THE BRAND EQUITY’S CONSTRUCTION BY THE SENSES AND EMOTIONS

Resumo

The perfume industry is a reference in promoting sensory experience consumption. Since 2010 Brazil is the largest market for perfumes in the world. With the objective of studying the impacts of sensory stimuli in the consumers’ purchasing decisions, a survey with 482 respondents was carried out. The hypothetical model’s results shows significant impacts of the brand’s value and of the multisensorial product on the purchasing intention. The brand’s value is impacted by the emotions created by stimuli. The model explains 77% of the purchasing intention and innovates when it integrates sensorial elements, brands, products and purchasing behavior.