The aim of this research paper is to investigate if a brand can affect consumer behaviour by providing brand experience in the retail through nudge. Theories of nudge, brand experience and consumer behaviour were taken into consideration not only to design an experimental intervention but also to analyse the behavioural responses provoked by the nudge. A hypothesis was tested to verify our assumptions about nudging as a tool that brands can utilize to affect consumer behaviour and benefit from it by increasing brand equity and product sales. In order to do so, the experiment was developed in the retail (Fakta supermarket) with BKI coffee. The external intervention consisted in triggering consumers’ visual and olfactory senses. The conclusions were deriving from different sources of data such as observations and questionnaires, from which there was a possibility to provide some recommendations for BKI brand.
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