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Perfume Consumption Behaviors and Fragrance Sensibility Attitude according to Perfume Involvement Levels  

Yoh, Eun-Ah (Dept. of Fashion Marketing, Keimyung University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.30, no.3, 2006 , pp. 396-406 More about this Journal
Abstract
This research explored perfume consumption behaviors and fragrance sensibility attitude according to perfume involvement level. Data were collected by surveying 241 female college students who are recognized as a core consumer group for perfume products in Korea. The collected data were analyzed through descriptive analysis, factor analysis, and t-test. In results, 241 respondents were classified into 2 groups with respect to perfume involvement. Group difference was found in some of consumption behaviors and fragrance sensibility attitude. Specifically, the high involvement group used more often and spent more money on perfume, than did the low involvement group. Also, people highly involved with perfume shopped more often in perfume specialty stores, considering smelling test as the more important information source than did people in the low involvement group. Young females most liked delightful and young sensibility of perfume fragrance while they disliked stimulating and strong fragrance. People in the high involvement group preferred sophisticated and modem feelings of perfume fragrance more than did people in the low involvement group. Based on results, product development and marketing implications were generated.
Keywords
Perfume; Involvement; Consumption behavior; Fragrance sensibility attitude;
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Times Cited By KSCI : 1  (Citation Analysis)
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