The Influences of Consumer Self Concepts on the Importances and Utilities of Perfume Attributes

• Main Authors: Lin Yen Ling, 林衍伶
• Other Authors: 蔡明達
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/48451350593922870655

碩士 === 佛光大學 === 管理學研究所 === 95 === The market of perfume in Taiwan has been grown rapidly. From 2001 to 2005, the demand of perfume is getting higher, and the import trade volume of perfume has increased dramatically. This thesis is to examine how self-concepts of female consumers influence their choices of perfume. The study used hybrid conjoint model to decompose consumers’ utilities of perfume attributes, i.e. brand, price, package, shape of bottle, and fragrances. Questionnaire was designed by using orthogonal array to reduce the numbers of attribute combinations. The data of self-explicated utilities and the preference ranking of the stimulus were collected by consumer interviews. The part-worth utilities of each level of attributes were estimated as well as the relative importance of attributes. Respondents were clustered into three groups by their perceptions of “actual self,” ”ideal self,” and ”social self.” The differences of perfume attributes between these three groups are examined by Regression. The findings are interesting and worthwhile for further discussion. Marketing suggestions and applications are provided for perfume marketers to develop more solid marketing programs for future improvements. Implications for further academic research are also explicated.