Retail sector is undergoing a tough competition. This is creating a need for understanding customer response to retail stores. Traditional methods are no more result oriented. This give rise to study of role of sensory experience in motivating and influencing customers to respond in better way. Olfaction (sense of smell) in store influences customer response in favour of store. A conceptual model is presented representing dimensions of scent (presence and congeniality) affecting psychological responses of customer. This conceptual framework is developed with previous studies. Theories and research papers (19’s and 20’s) on influence of sensory experience of customer response in retail settings and service setting are taken into consideration. The study also provided some managerial implications for retailers that will be beneficial. Customer is king of market. Retail settings have to manage changing perspectives of customer purchase in terms of experience and surplus in terms of satisfaction
Olfaction, sensory experience, psychological response, congeniality
