Abstract:

This research demonstrates that advanced consumers tend to reject objects that are made of or associated to the feeling of “artificial” and “chemical”. the current revolution undergoing domestic cleaning products is only an example that demonstrates how people’s search for “naturalness” impacts even the most traditional market sectors. This essay explores the extent to which smell, for long a neglected sense but recently resurged communication vehicle in the consumption experience, can successfully establish a positive relationship between products and consumers. People seek different experiences from the act of consumption and their appreciation of artificial fragrances depends upon their sensitivity and contextual scenario. the presentation will explore four target groups, illustrating their behavioural profile and their attitude toward the fragrance market.