향수제품 소비 및 구매행동에 관한 탐색적 연구 = Exploratory Research on Perfume Consumption and Purchase behaviors

다국어 초록 (Multilingual Abstract)

The purpose of this study was to explore consumer behavior of perfume products. Data were collected
through 7 focus group interviews with 33 female consumers whose ages ranged between the 20’s and 40’s.
According to analysis of groups divided by age and frequency of use, some group differences were found in
information source, purchase place, consideration factors, fragrance preference, etc. The study results
indicated that perfume consumption behaviors could be explained in part by the innovation adoption and
communication theories. Especially, relative advantage, compatibility, observability, and trialability were
important factors influencing consumers’ adoption of new perfume. Also, many respondents used perfume
as a tool to present their own image and identity, as well as to send messages regarding their mood and
condition to others.

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