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Exploratory Research on Perfume Consumption and Purchase Behaviors  

Yoh Eunah (계명대학교 패션마케팅)
Publication Information
Journal of the Korean Home Economics Association / v.42, no.9, 2004 , pp. 177-193 More about this Journal
Abstract
The purpose of this study was to explore consumer behavior of perfume products. Data were collected through 7 focus group interviews with 33 female consumers whose ages ranged between the 20's and 40's. According to analysis of groups divided by age and frequency of use, some group differences were found in information source, purchase place, consideration factors, fragrance preference, etc. The study results indicated that perfume consumption behaviors could be explained in part by the innovation adoption and communication theories. Especially, relative advantage, compatibility, observability, and trialability were important factors influencing consumers' adoption of new perfume. Also, many respondents used perfume as a tool to present their own image and identity, as well as to send messages regarding their mood and condition to others.
Keywords
perfume; innovation adoption; communication;
Citations & Related Records
Times Cited By KSCI : 5  (Citation Analysis)
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