Perfume preferences by gender: comparative analysis of purchase frequency, average spending and purchasing decisions

This study aims to determine whether there is a significant association between gender on perfume preferences, focusing on purchase frequency, average spending, and purchasing decisions between local and international brands in Petaling District, Malaysia. Despite the growing competition in the perfume industry, gender-based studies in consumer behavior remain underexplored. A structured online survey was conducted, collecting data from 485 respondents aged 18 to 40. Using chi-square tests of independence and crosstabulation, the results revealed that gender significantly associates with purchasing decisions when it comes to choosing local or international brands. In purchasing decisions, females gravitate toward international brands, while males show a preference for local brands, influenced by price sensitivity. However, no significant associations between gender were found in purchase frequency and average spending. These findings highlight the role of gender in shaping perfume choices and offer practical implications for both local and international brands to tailor their marketing strategies to appeal to gender specific preferences.