Filipino Use of Designer and Luxury Perfumes: A Pilot Study of Consumer Behavior

John Paul P. Miranda, Maria Anna D. Cruz, Dina D. Gonzales, Ma. Rebecca G. Del Rosario, Aira May B. Canlas and Joseph Alexander Bansil

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Abstract: This study investigates the usage patterns and purposes of designer perfumes among Filipino consumers, employing purposive and snowball sampling methods as non-probability sampling techniques. Data was collected using Google Forms, and the majority of respondents purchased full bottles of designer perfumes from retailers, wholesalers, and physical stores, with occasional "blind purchases." Daily usage was common, with respondents applying an average of 5.88 sprays in the morning, favoring fresh scent notes and Eau De Parfum concentration. They tended to alternate perfumes daily, selecting different scent profiles according to the Philippine climate. The study reveals that Filipino respondents primarily use designer perfumes to achieve a pleasant and fresh fragrance. Additionally, these perfumes play a role in boosting self-esteem, elevating mood, and enhancing personal presentation. Some respondents reported fewer common applications, such as using perfume to address insomnia and migraines. Overall, the research highlights the significant role of perfume in the grooming routine of Filipino consumers. This study represents the first attempt to comprehend perfume usage patterns and purposes specifically within the Filipino context. Consequently, its findings are invaluable for manufacturers and marketers targeting the Filipino market, providing insights into consumer preferences and motivations.

Date: 2024-01
New Economics Papers: this item is included in nep-dcm and nep-sea
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Published in Puissant, 5, 2014-2027, 2024

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