Do good smells bring good business? Businesses know that customers often respond

Question

Do good smells bring good business? Businesses know that customers often respond to background music. Do they also respond to odors? Nicolas Guéguen and his colleagues studied this question in a small pizza restaurant in France on Saturday evenings in May. On one evening, a relaxing lavender odor was spread through the restaurant; on another evening, a stimulating lemon odor; a third evening served as a control, with no odor. Table 2.2 (see below) shows the amounts (in euros) that customers spent on each of these evenings.20 Compare the three distributions. Were both odors associated with increased customer spending?

Explanation / Answer

The data can be tabulated as shown below-

The means can be compared using the one way ANOVA of the data. We can use either Minitab/ Excel/ SPSS or any other data analysis tool for this.

I am using excel as it is the most common one.

You can find the 'One Way Anova' option in the 'Data Analysis' tab which can be enabled through 'Add-ins'.

Following is the output of running ANOVA test-

So, the distribution of each column i.e. each odor cn be seen above. The mean and the standard deviations are listed as output from excel. Also, we can see that the mean spending value is higher in the two odor sample than the no odor sample.

Also, the ANOVA result shows that variance is significant as the P value is very very small.

So we can conclude that customers response to odors.

No Odor Lemon Odor Lavender Odor 15.9 18.5 21.9 18.5 15.9 18.5 15.9 18.5 22.3 18.5 18.5 21.9 18.5 18.5 18.5 21.9 15.9 24.9 15.9 18.5 18.5 15.9 15.9 22.5 15.9 18.5 21.5 15.9 18.5 21.9 15.9 15.9 21.5 18.5 18.5 18.5 18.5 21.5 25.5 18.5 15.9 18.5 20.5 21.9 18.5 18.5 15.9 21.9 18.5 18.5 18.5 15.9 18.5 18.5 15.9 18.5 24.9 15.9 18.5 21.9 18.5 25.9 25.9 18.5 15.9 21.9 15.9 15.9 18.5 18.5 15.9 18.5 15.9 18.5 22.8 18.5 18.5 18.5 15.9 18.5 21.9 25.5 18.5 20.7 12.9 21.9 15.9 22.5

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