A Study of Purchase Intention in Selecting Fragrances by Visual and Olfactory Senses

• Main Authors: Li-Chun Yang, 楊理鈞
• Other Authors: Kuan-Nien Chen
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/58340714119190472661

碩士 === 高雄醫學大學 === 香粧品學系碩士班 === 100 === Scent is generally considered one of the major reasons that affect consumers to purchase cosmetics. The first impression for consumers when purchasing products however is by visual observation. The purpose of this study is to investigate the difference between people’s visual sense and olfactory sense when indentifying the scents of body lotion for consumers, and furthermore, how the consumers are affected to purchase. This study employs quantitative and qualitative methods. The questionnaire samples include 492 Chinese and Taiwanese. Qualitative method is used in-depth interviews. Totally 21 consumers and entrepreneurs who engaged in cosmetic industry participate. The results indicate that there is significant difference between visualization and olfaction when consumers identify scents and the difference affects consumers’ purchasing intention and purchasing motivation. Most interviewees have different scent choices by visualization and olfaction. Although scents can lead consumers to purchase, it is not the main reason for purchasing. The study proposed that the makers must be attaching importance to select product scent by visual and olfactory, then the maker need exercise caution when select scent. because customer don''t even know select scent oneself or don''t understand what is oneself like scent. Then consumer must repeatedly smell testing when they buy cosmetics. . It can improve that error rate of consumers’ purchasing may decrease. Keywords: Fragrance, Visual sense, Olfactory sense, Purchase motivation, Purchase intention.