Kokunun Tüketici Beynindeki Yolculuğu: Pazarlamada Koku Faktörü Üzerine Bütünleştirici Bir Literatür İncelemesi

Ayşe Bican Şen

doi:10.54439/gupayad.1897830

TR EN

Kokunun Tüketici Beynindeki Yolculuğu: Pazarlamada Koku Faktörü Üzerine Bütünleştirici Bir Literatür İncelemesi

Öz

Amaç: Bu çalışma ile insanoğlunun sahip olduğu en özel ve benzersiz duyusu olan kokunun diğer duyulara kıyasla duyusal sistem içerisinde farklılık gösteren işleyişine ayna tutularak, pazarlama uygulamaları ve tüketici davranışı üzerine olan yansımalarına dair literatür değerlendirmesiyle detaylı bir içerik ve geniş bir anlayış sunulması hedeflenmektedir. Gereç ve Yöntem: Çalışmada bütünleştirici literatür incelemesine yer verilmiş, YÖK Ulusal Tez Merkezi, Google Scholar, DergiPark ve ScienceDirect online veri tabanları üzerinde “koku pazarlaması ve kokusal pazarlama” anahtar kelimeleri kullanılarak çalışmalar taranmıştır. Belirlenen kriterler doğrultusunda toplam 83 akademik yayın bu çalışma kapsamında değerlendirilmiştir. Bulgular: Pazarlamada koku unsuru akademik sahada önceden beri ilgi uyandıran ve akademik ilgiyle karşılanan bir konu olmuştur. Koku kullanımının tüketici üzerinde yarattığı etkiden hareketle mevcut konunun literatürde ürün ve ortam kokusu olarak ele alındığı, ürün kokusuna yönelik çalışmaların daha sınırlı olduğu görülmüştür. Alan yazın ürün kokusunun kalite algısını, tüketici hafızasını ve ürün kimliğini güçlendirdiğini, ürün değerlendirmeleri, marka tercihi ve bağlılığını etkilediğini göstermiştir. Ortam kokusunun ise tüketicinin harcama eğilimini, hizmet ve mağaza değerlendirmelerini, mekânın ve markanın hatırlanabilirliğini, hizmet kalitesini, mağazayı tekrar ziyaret etme niyetini, mağazada geçirilen süreyi ve memnuniyet düzeyini etkilediğine dikkat çekmiştir. Sonuç: Kokunun tüketici duygularını yönlendirdiğine, ürün ve hizmet markalarına pozitif etkiler yarattığına ve tüketici ile duygusal bağların kurulmasında önemli bir yere sahip olduğuna vurgu yapılmıştır. Ürün, marka ve hizmet temalarına ek olarak farklı disiplinlerin katılımıyla değişik bakış açılarının desteklendiği konuların ele alınmasına ihtiyaç vardır.

Anahtar Kelimeler

Duyusal pazarlama, koku pazarlaması, tüketici davranışı, duygu, hafıza.

Destekleyen Kurum

Bu çalışma için herhangi bir kurumdan destek alınmamıştır. Çalışma için gereken harcamalar yazar tarafından karşılanmıştır.

Etik Beyan

Bu çalışma bilimsel araştırma ve yayın etiği izni gerektiren bir çalışma olmadığı için etik kurul onayı alınmamıştır.

The Journey of Scent in the Consumer Mind: An Integrative Literature Review on the Role of Scent in Marketing

Öz

Purpose: This study provides a comprehensive perspective and in-depth understanding of the reflections of scent—arguably the most distinctive and unique human sense—on marketing practices and consumer behavior. By highlighting the distinctive functioning of olfaction within the sensory system compared to other senses, the study seeks to present a detailed evaluation based on the existing literature. Materials and Methods: An integrative literature review methodology was employed in this study. Relevant studies were identified through searches conducted in online databases including the YÖK National Thesis Center, Google Scholar, DergiPark, and ScienceDirect, using the keywords "scent marketing" and "olfactory marketing." In line with the established criteria, a total of 83 academic publications were included and analyzed within the scope of this study. Findings: The use of scent in marketing has long attracted scholarly attention and has been a subject of sustained academic interest. Based on the effects of scent on consumers, it has been observed that the topic has predominantly been addressed in the literature under the categories of product scent and ambient scent, with relatively fewer studies focusing specifically on product scent. The literature indicates that product scent enhances perceived quality, strengthens consumer memory and product identity, and influences product evaluations, brand preference, and loyalty. Ambient scent, on the other hand, has been found to affect consumers’ spending tendencies, evaluations of services and retail environments, memorability of the setting and brand, perceived service quality, intention to revisit the store, time spent in-store, and overall satisfaction levels. Conclusion: The findings emphasize that scent plays a significant role in shaping consumer emotions, generating positive effects on product and service brands, and facilitating the establishment of emotional connections with consumers. In addition to product, brand, and service-related themes, there is a need for further research incorporating diverse perspectives supported by contributions from different disciplines.

Anahtar Kelimeler

Sensory marketing, scent marketing, consumer behavior, emotion, memory.

Destekleyen Kurum

This study did not receive any financial support from any institution. The expenses associated with the study were funded by the author.

Etik Beyan

Ethics committee approval was not obtained because this study did not constitute research requiring scientific research and publication ethics approval.

Kaynakça

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Ayrıntılar

Birincil Dil

Türkçe

Konular

Tüketici Davranışı

Bölüm

Derleme

Yazarlar

Ayşe Bican Şen ^*
Türkiye

Yayımlanma Tarihi

27 Temmuz 2026

Gönderilme Tarihi

25 Şubat 2026

Kabul Tarihi

10 Temmuz 2026

Yayımlandığı Sayı

Yıl 2026 Cilt: 7 Sayı: 1

DOI

https://doi.org/10.54439/gupayad.1897830

IZ

https://izlik.org/JA22RJ93CU

APA

Bican Şen, A. (2026). Kokunun Tüketici Beynindeki Yolculuğu: Pazarlamada Koku Faktörü Üzerine Bütünleştirici Bir Literatür İncelemesi. Güncel Pazarlama Yaklaşımları ve Araştırmaları Dergisi, 7(1), 132-156. https://doi.org/10.54439/gupayad.1897830

AMA

1.Bican Şen A. Kokunun Tüketici Beynindeki Yolculuğu: Pazarlamada Koku Faktörü Üzerine Bütünleştirici Bir Literatür İncelemesi. GÜPAYAD. 2026;7(1):132-156. doi:10.54439/gupayad.1897830

Chicago

Bican Şen, Ayşe. 2026. “Kokunun Tüketici Beynindeki Yolculuğu: Pazarlamada Koku Faktörü Üzerine Bütünleştirici Bir Literatür İncelemesi”. Güncel Pazarlama Yaklaşımları ve Araştırmaları Dergisi 7 (1): 132-56. https://doi.org/10.54439/gupayad.1897830.

EndNote

Bican Şen A (01 Temmuz 2026) Kokunun Tüketici Beynindeki Yolculuğu: Pazarlamada Koku Faktörü Üzerine Bütünleştirici Bir Literatür İncelemesi. Güncel Pazarlama Yaklaşımları ve Araştırmaları Dergisi 7 1 132–156.

IEEE

[1]A. Bican Şen, “Kokunun Tüketici Beynindeki Yolculuğu: Pazarlamada Koku Faktörü Üzerine Bütünleştirici Bir Literatür İncelemesi”, GÜPAYAD, c. 7, sy 1, ss. 132–156, Tem. 2026, doi: 10.54439/gupayad.1897830.

ISNAD

Bican Şen, Ayşe. “Kokunun Tüketici Beynindeki Yolculuğu: Pazarlamada Koku Faktörü Üzerine Bütünleştirici Bir Literatür İncelemesi”. Güncel Pazarlama Yaklaşımları ve Araştırmaları Dergisi 7/1 (01 Temmuz 2026): 132-156. https://doi.org/10.54439/gupayad.1897830.

JAMA

1.Bican Şen A. Kokunun Tüketici Beynindeki Yolculuğu: Pazarlamada Koku Faktörü Üzerine Bütünleştirici Bir Literatür İncelemesi. GÜPAYAD. 2026;7:132–156.

MLA

Bican Şen, Ayşe. “Kokunun Tüketici Beynindeki Yolculuğu: Pazarlamada Koku Faktörü Üzerine Bütünleştirici Bir Literatür İncelemesi”. Güncel Pazarlama Yaklaşımları ve Araştırmaları Dergisi, c. 7, sy 1, Temmuz 2026, ss. 132-56, doi:10.54439/gupayad.1897830.

Vancouver

1.Ayşe Bican Şen. Kokunun Tüketici Beynindeki Yolculuğu: Pazarlamada Koku Faktörü Üzerine Bütünleştirici Bir Literatür İncelemesi. GÜPAYAD. 01 Temmuz 2026;7(1):132-56. doi:10.54439/gupayad.1897830