Abstract:

This paper presents a basic study for obtaining specific knowledge about the actual fragrance in women's prestige perfumes in order to make consumers reach out for that specific product. The study reveals the role of 'liking' as well as the specific impact of fragrance on consumer's preferences at the critical moment when a woman chooses to wear a specific fragrance. The method used was conjoint analysis, comprising actual fragrances, themes and communications. The study was executed on the Internet with 280 - 300 respondents in both France and the United States, respectively. The data show that consumer's usage preferences differ by consumption habits and that consumers can identify the degree of fit of a fragrance with specific usage occasions. The paper shows the differences in 'span of fit' among the nine fragrances, and how consumers rate them. The paper also shows the role of usage occasions and fragrances as they impact 'fit' of the fragrances.