Mature consumers' relationship with their perfume

Research output: Contribution to journalArticle

101 Downloads (Pure)

Abstract

Glamorous and stylish, perfume is an evocative product that provokes a stimulus of the senses. The use of perfume is recognised as a significant part of daily grooming for many women. It is suggested that the basis for consumer choice for this product should be based on olfactory preference, however the process related decision-making has been shown to be more complex. The mature consumer purchase decision making in this product category is often associated with long standing, established, luxury fragrance brands. In addition, at the frontline of the perfume sales process are fragrance consultants. With direct contact to the consumer, these ‘brand ambassadors’ possess invaluable information on consumer involvement with perfume products and brands. Hence, this paper investigates CBR (consumer brand relationship) and the subsequent perfume purchase behaviour of mature female consumers (age +44) from a dual (industry and consumer) perspective. Results indicate that important perceptual differences related to brand relationships with perfume exist between fragrance consultants and experts on one hand and consumers on the other. This research promotes a deeper understanding of current consumer approach and issues surrounding female mature purchasing behaviour for this unique category of product, and, complements the growing body of literature related to luxury brands.
Original languageEnglish
Pages (from-to)363-370
Number of pages8
JournalMediterranean Journal of Communication
Volume9
Issue number1
DOIs
Publication statusPublished - 1 Jan 2018

Keywords

  • perfume
  • luxury brands
  • mature consumers

Fingerprint Dive into the research topics of 'Mature consumers' relationship with their perfume'. Together they form a unique fingerprint.

  • Cite this