Abstract:

Purpose - Determining whether the smell creates the impact considered by consumers in their purchasing decisions. Method - In the conducted study, the online survey was used as a method of data collection. The analysis and analysis of the data was carried out with the SPSS 22 package program. The study included 144 women and 198 men. The participants between the ages of 18 and 25 have not expressed a clear opinion about whether they are affected by the smell while making their purchase decisions, but the smell is very important in the preferences of personal care products. Also, the participants said they would not buy the product even if they liked a product if it had a bad smell, and they could easily remember the smell of a product they would receive. From here, it is generally seen that participants actually take the smell into consideration when performing the purchase behavior. When it comes to the influence of the smell on the behavior of purchasing from the point of view of gender, it has been shown that women are more aware of the smell of the smell to men while performing the behavior of purchasing. Discussions - According to the study, the smell factor is not to cause any change in the income base while affecting consumer purchasing behavior on the basis of gender.

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