MARKETING AMERICAN MADE AUTOMOBILE FRAGRANCESIN GERMANY
This research presents an overview of the marketing of American made automobile fragrances in Germany. For purposes of this research, automobile fragrances are defined as air freshener and deodorization products designed for consumer use in automobiles to eliminate food and smoke smells and other unwanted odors.
The use of fragrance emitting products for the purposes of air freshening and deodorizing has expanded rapidly in the past decade.1 Growth in the use of air freshening and deodorizing products has expanded most rapidly in the home market.2 Growth has also occurred in the commercial applications of air freshening and deodorization products, particularly in the lodging and hospitality industry.3 Informal observation confirms a contention that the use of air freshening and deodorization products in automobiles by both consumers and commercial organizations has increased in recent years.4
Most air freshening and deodorization products are produced in either spray versions or in the form of decomposing solids.
1Roger McMath, "Potpurri's Sweet Scent of Success," AdWeek's Marketing Week, 11 March 1991, 48.
2Charles E. Hunter, "Patti Upton: Scents for the Home," Drug and Cosmetics Industry, November 1990, 14, 16 17.
3"Rainbow Helps Clean Up Marriott," Lodging and Hospitality, January 1992, 72.
4This contention is not confirmed in the literature, where no reference to the use of fragrances in automobiles was found in the relevant indexes for the 1988 1992 period.
The decomposing solid version is used most often for air freshening and deodorization functions in automobiles. In recent years, an electronic technology has been incorporated into some air freshening and deodorization products.5 This technology provides greater control in the release of the active chemical ingredients used for air freshening and deodorization functions. The technology has...