Influences of Demographics on Fragrance Marketing Purchase Behavior: A Cross-Cultural Investigation

Shuvam Chatterjee (), Pawel Bryla and Mahmoud Ibraheam Saleh
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Shuvam Chatterjee: University of Lodz
Pawel Bryla: University of Lodz
Mahmoud Ibraheam Saleh: Helwan University

A chapter in Strategic Innovative Marketing and Tourism, 2025, pp 447-455 from Springer

Abstract: Abstract Previous research has examined the effects of individual demographic factors such as gender and age, but limited insights have analyzed their intersectional impacts across different cultural contexts. This study addressed gaps by examining how gender and age influence the impact of ambient retail fragrances cross-culturally between Indian and Polish consumers. Hypotheses suggested that women and younger individuals would be most susceptible to fragrances’ effects on shopping behaviors. A quantitative methodology was employed with mall-intercept surveys administered in shopping centers in Lodz, Poland, and Kolkata, India. Samples included 300 consumers in India and 279 in Poland. Results showed mixed support, with some gender hypotheses partially confirmed: Polish women reported that fragrances impacted certain behaviors more than men, though inconsistently across countries. However, age-related hypotheses were contradicted as Polish agreement on fragrances’ effects increased with age. Cross-country divergence emerged, with fragrances influencing younger Indian spending patterns more than Polish. This study contributes to the theoretical understanding of how population diversity influences consumer variability across different economic and social contexts.

Keywords: Cross-Cultural; Ambient Fragrances; Demographic Variables (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-81962-9_49

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DOI: 10.1007/978-3-031-81962-9_49

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