Ferreira, Lissa Valéria FernandesDias, Fernanda Beatriz de Medeiros2023-12-282023-12-282023-12-06DIAS, Fernanda Beatriz de Medeiros. Marketing olfativo no comércio varejista: estudo multicaso em empresas de Natal/Rio Grande do Norte. Orientador: Lissa Valéria Fernandes Ferreira. 2023. 43 f. Trabalho de Conclusão de Curso (Graduação em Administração) - Departamento de Ciências Administrativas, Universidade Federal do Rio Grande do Norte, Natal, 2023.https://repositorio.ufrn.br/handle/123456789/57062The use of sensory marketing as a protection strategy and to provide a more satisfactory shopping experience for consumers has proven to be increasingly effective, enabling all segments to maintain their competitive advantage and stand out in the market. This technique uses the five human senses as a tool to achieve its objectives: vision, hearing, taste, touch and smell. However, this work focuses on evaluating the effect caused by the use of olfactory marketing in the daily lives of retail companies. To this end, research with an exploratory descriptive nature and a qualitative approach was carried out using the experience survey tool, which seeks to evaluate the perception of people familiar with the subject. In the decision, managers from four companies that use this strategy were interviewed. The survey instrument contains 6 questions. The data was analyzed using Bardin's (2011) content analysis. The most significant results demonstrated that the use of aroma brings considerable benefits to organizations.marketing olfativoexperiência do clientesentidosbachelorThesisCNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO