Investigating the Factors Leading towards the Purchase of a Perfume Brand; An Empirical Study of Working Females in Karachi

Zainab Agha

Authors

Zainab Agha

Keywords:

purchase decision, perfume brand, advertisement

Abstract

Nowadays, in an increasingly more evident manner, perfumes assume the role of indications of individuality and ascetic orientation of those who wear them. In this regard, role of advertising is quite evident to persuade working females in choosing the best fragrance and at the same time, understanding number of factors is also a key consideration for marketers. Therefore, the purpose of this research paper is to examine the number of reasons a working women keeps in mind when purchasing a particular perfume brand. This is a quantitative research and based on a philosophy of post positivist, with a deductive research approach. Survey questionnaire has been used as an instrument to collect the data which was adopted from the literature. The sample size is 384 and probability random sampling technique has been used. Data was analyzed through SPSS software and applied both the descriptive and inferential statistics.

Downloads

How to Cite

Investigating the Factors Leading towards the Purchase of a Perfume Brand; An Empirical Study of Working Females in Karachi. (2016). Global Journal of Management and Business Research, 16(E2), 19-28. https://journalofbusiness.org/index.php/GJMBR/article/view/2047

Download Citation

References

N Ali (2011) Teenagers and Fragrances.

O Ampuero, N Vila (2006) Consumer perceptions of product packaging. 23(2), 100-112.

R Blattberg, G Eppen, J Lieberman (1981) A theoretical and empirical evaluation of price deals for consumer nondurables. 116-129.

S Borgave, J Chaudhari (2010) Adolescents' Preferences and attitudes towards Perfumes in India. 1(2), 1.

Timothy Brock (1965) Communicator-recipient similarity and decision change.. 1(6), 650-654.

T Childers, A Rao (1992) The influence of familial and peer-based reference groups on consumer decisions. 198-211.

A Consulting (1996) Where to Look for Incremental Sales Gains: The Retail Problem of Out-Of-Stock Merchandise.

Daniel Corsten, Thomas Gruen (2003) Desperately seeking shelf availability: an examination of the extent, the causes, and the efforts to address retail out‐of‐stocks. 31(12), 605-617.

J Dana, Y Fong (2011) Product quality, reputation, and market structure*. 52(4), 1059-1076.

William Dodds, Kent Monroe, Dhruv Grewal (1991) Effects of Price, Brand, and Store Information on Buyers' Product Evaluations. 28(3), 307-319.

F Evans (1963) Selling as a dyadic relationship-A new approach. 6(9), 76.

B Fah, Y Foon, S Osman (2011) An exploratory study of the relationships between advertising appeals, spending tendency, perceived social status and materialism on perfume purchasing behavior. 2(10).

Chip Heath, Jack Soll (1996) Mental Budgeting and Consumer Decisions. 23(1), 40.

Herbert Kelman (1961) Processes of Opinion Change. 25(1), 57.

Peter Kenning, Heiner Evanschitzky, Verena Vogel, Dieter Ahlert (2007) Consumer price knowledge in the market for apparel. 35(2), 97-119.

P Kotler (1994) Marketing Management : Analysis, Planning, Implementation and Control, Philip Kotler, Ninth International Edition, Prentice Hall, 1996, ISBN O-13-261363-8. N° 9(3), 103g-106g.

S Liao, Y Shen, C Chu (2009) The effects of sales promotion strategy, product appeal and consumer traits on reminder impulse buying behaviour. 33(3), 274-284.

María Rosa-Díaz, I (2004) Price knowledge: effects of consumers' attitudes towards prices, demographics, and socio-cultural characteristics. 13(6), 406-428.

Scott Markham, Joe Cangelosi (1999) An international study of unisex and "same‐name" fragrance brands. 8(5), 387-401.

Gil Mcwilliam (1997) Low involvement brands: is the brand manager to blame?. 15(2), 60-70.

A Parasuraman, V Zeithaml, L Berry (1985) A conceptual model of service quality and its implications for future research the. 41-50.

I Phau, M Teah, A Lee (2009) Targeting buyers of counterfeits of luxury brands: A study on attitudes of Singaporean consumers. 17(1), 3-15.

Ashok Ranchhod, Călin Gurău, Ebi Marandi (2011) Brand names and global positioning. 29(4), 353-365.

Tanniru Rao (1969) Consumer's Purchase Decision Process: Stochastic Models. 6(3), 321-329.

H Raza, Z Nas, K Anwer (2013) Factors considered by consumers for purchase of perfumes/fragrances: a case study of consumers in the twin cities of Islamabad & Rawalpindi. 2(3), 189-204.

B Rundh (2009) Packaging design: creating competitive advantage with product packaging. 111(9), 988-1002.

Bo Rundh (2013) Linking packaging to marketing: how packaging is influencing the marketing strategy. 115(11), 1547-1563.

L Scheer, O Shehryar, C Wood (2010) How budget constraints impact consumers' response to discount presentation formats. 19(3), 225-232.

Dilip Soman (2001) Effects of Payment Mechanism on Spending Behavior: The Role of Rehearsal and Immediacy of Payments. 27(4), 460-474.

Rose Sebastianelli, Nabil Tamimi (2002) How product quality dimensions relate to defining quality. 19(4), 442-453.

Pinya Silayoi, Mark Speece (2004) Packaging and purchase decisions. 106(8), 607-628.

R Srivastava (2010) Effectiveness of global advertisement on culture of India: an emerging market. 5(1), 102-113.

N Tantiseneepong, M Gorton, J White (2012) Evaluating responses to celebrity endorsements using projective techniques. 15(1), 57-69.

Kandapa Thanasuta (2015) Thai consumers' purchase decisions and private label brands. 10(1), 102-121.

J Skelton, C Rodgers, L Ellis, A Lyles (1990) Rubrics and Evaluations. 9(4), 7-13.

María Toldos-Romero, Ma. Orozco-Gómez (2015) Brand personality and purchase intention. 27(5), 462-476.

T Vigripat, P Chan (2007) An Empirical Investigation of the Relationship between Service Quality, Brand Image, Trust, Customer Satisfaction, Repurchase Intention and Recommendation to Others.

T Williams, M Slama (1995) Market mavens' purchase decision evaluative criteria: implications for brand and store promotion efforts. 12(3), 4-21.

M Wu, C Chen, B Nguyen (2015) Luxury brand purchases and the extended self: A cross-cultural comparison of young female consumers in Taiwan and the UK. 7(3), 153-173.

E Yoh (2006) Perfume consumption behaviors and fragrance sensibility attitude according to perfume involvement levels. 30(3), 396-406.

Valarie Zeithaml (1988) Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. 52(3), 2-22.