Factors Influencing Purchasing Behavior of Consumers in Fragrance Sectors: A Case Study of The Fragrance Shop (TFS)

Running head: CONSUMER BEHAVIOR
Factors That influencing Purchasing Behavior of Consumers in Fragrance Sectors: A Case
Study of The Fragrance Shop (TFS)
Name of the Student:
Name of the University:
Author’s Note:

2CONSUMER BEHAVIOR
Acknowledgement
I would like to take this opportunity to thank all those people who have been a great help in
completing the dissertation. These people had led me and helped me to know my hidden
potential and strength and utilize it in the best possible way in the undertaken research. I would
like to express my deep gratitude towards supervisor for his constant monitoring and
commendable and exemplary guidance, which has led me to complete the dissertation in the due
course of time. The guidance and unconditional support provided by him not only helped me a
lot during the thesis completion but also will remain with me for a longer time period on the
journey of my life. I would like to express my deep gratitude to all the participants who lend
their valuable input to develop an understanding about different aspects of consumer behaviour
regarding purchasing of fragrances from The Fragrance Shop, UK. Furthermore, I would like
thank my friends and family, who provided me with constant support to finish my thesis within
the timeline.

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Abstract
Consumer behavior is a very important factor for the marketers and the manufacturing
companies. It is one of the determinant factors of the profitability of the companies. In the
fragrance industry, the business is highly sensitive as it depends on the customer’s tastes and
preferences, prices, brands and scents of the perfumes. Through this research paper, the
researcher has explored the topic of the research, that is, impact of price on the consumer
behavior in the matter of fragrance purchase. He has conducted a case study on the consumers of
The Fragrance Shop, UK. Primary data was collected through a survey on 336 consumers and
the data was analyzed using quantitative methods. Through the correlation and regression
analysis, it has been found that price has a significant impact on the consumer behavior and
along with that, there are many other factors, such as, scent or aroma, tastes and preferences,
influence from the family and friends, and customer service by the shop that have a major impact
on the consumer behavior.

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Table of Contents
Chapter 1: Introduction..................................................................................................................10
1.1 Introduction..........................................................................................................................10
1.2 Background of the Study.....................................................................................................11
1.3 Research Rationale..............................................................................................................12
1.4 Aim of the Research............................................................................................................13
1.5 Objectives of the Research..................................................................................................13
1.6 Research questions...............................................................................................................13
1.7 Research Hypothesis............................................................................................................13
Chapter 2: Literature Review.........................................................................................................14
2.1 Introduction..........................................................................................................................14
2.2 Concept of consumer behavior............................................................................................14
2.3 Impact of consumer behavior on society and on the economy............................................19
2.4 Theories of consumer behavior...........................................................................................19
2.5 Conceptual framework.........................................................................................................21
Chapter 3: Research methodology.................................................................................................22
3.1 Introduction..........................................................................................................................22
3.2 Research method outline......................................................................................................22
3.3 Research philosophy............................................................................................................22
3.4 Research approach...............................................................................................................23

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3.5 Research strategy.................................................................................................................24
3.6 Research design...................................................................................................................24
3.7 Data collection.....................................................................................................................25
3.8 Data collection instrument...................................................................................................26
3.9 Sampling technique.............................................................................................................26
3.10 Data analysis process.........................................................................................................27
Chapter 4: Data analysis and discussion........................................................................................28
4.1 Introduction..........................................................................................................................28
4.2 Findings and discussions.....................................................................................................28
4.2.1 Demographic factors.....................................................................................................28
4.2.2 Subjective factors..........................................................................................................36
4.2.3 Reliability test...............................................................................................................48
4.2.4 Correlation analysis......................................................................................................48
4.2.5 Cross tabulation............................................................................................................54
4.2.6 Regression analysis.......................................................................................................58
Chapter 5: Conclusions and recommendations..............................................................................60
5.1 Introduction..........................................................................................................................60
5.2 Linking to the objectives.....................................................................................................60
5.2.1 Linking to the first objective.........................................................................................60
5.2.2 Linking to the second objective....................................................................................61

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5.3 Recommendations................................................................................................................62
5.4 Limitations and scope of future study.................................................................................62

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List of Tables
Table 1: Nationality of the participants.........................................................................................28
Table 2: Age group of the participants..........................................................................................29
Table 3: Gender profile of the participants....................................................................................30
Table 4: Occupation of the participants.........................................................................................33
Table 5: Reliability statistics.........................................................................................................46
Table 6: Correlations – Fragrance preference...............................................................................47
Table 7: Correlations – Cost..........................................................................................................48
Table 8: Correlations – Packaging.................................................................................................49
Table 9: Correlations – Aroma......................................................................................................50
Table 10: Correlations – Celebrity endorsements.........................................................................50
Table 11: Correlations – Friends and Family influence................................................................51
Table 12: Correlations – Customer service, satisfaction and loyalty............................................52
Table 13: Cross tabulation on Nationality * Does the price matter when buying fragrances?......54
Table 14: Cross tabulation on Nationality * Do you take advantage of special offers or
promotions?...................................................................................................................................55
Table 15: Regression of importance of price on high cost of fragrance........................................57

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List of figures
Figure 1: Nationality of the participants........................................................................................30
Figure 2: Age group of the participants.........................................................................................31
Figure 3: Gender profile of the participants..................................................................................32
Figure 4: Occupation of the participants.......................................................................................35
Figure 5: Preference for wearing fragrance...................................................................................37
Figure 6: Considering fragrance as luxury....................................................................................37
Figure 7: Changing fragrance brand frequently.............................................................................38
Figure 8: Buying fragrance for its brand value..............................................................................38
Figure 9: Significance of price while buying fragrance................................................................39
Figure 10: importance of special offers and promotions...............................................................39
Figure 11: High cost of fragrances................................................................................................40
Figure 12: Importance of bottle design..........................................................................................41
Figure 13: Importance of packaging..............................................................................................41
Figure 14: Preference for branded fragrance.................................................................................41
Figure 15: Importance of the aroma..............................................................................................42
Figure 16: Impact of aroma on the personality..............................................................................42
Figure 17: Impact of celebrity endorsements................................................................................43
Figure 18: Influence by bloggers and celebrities...........................................................................43
Figure 19: Fragrance makes one bold and confident.....................................................................44
Figure 20: Preference for new or best seller fragrances................................................................45
Figure 21: Influence by friends and family...................................................................................45
Figure 22: Reliability of The Fragrance Shop, UK.......................................................................46