A study on customer behavior towards buying perfume and fragrance: a case study among government servant in Kota Bharu / Hatinah Abu Bakar... [et.al]

Lately, more lifestyle products were launched. As the economy grows stronger and purchasing power increases, consumers are more willing to indulge themselves. Hence, competitiveness in the beauty business is increasing and products are highly sought after. Many beauty and cosmetic co1npanies have started to include these ranges of new products and services to their clients. This research is set to study on customer behavior towards buying perfume and fragrances in Kota Bharu. This study is conducted in order to know factors considered by respondents in choosing their perfume and fragrance. The study also enables to know the existence the relationship between personal and choosing perfume and fragrances. The research design employed is descriptive study. The study uses both secondary and primary data. The sample consist 122 respondents working at Kota Bharu. In the sampling procedure, random sampling techniques were employed. In analyzing the data, frequency, percentage, cronbach alpa, chi-square, KMO and etc were employed. The study reveals that there are several factors which influence -the respondents in choosing their perfume and fragrance such as product, price, promotion, place and personal. The researcher identifies there are a significant relationship between gender, level of education and no relationship between choosing perfume and fragrance with age, individual income, no of family and residential area. As this research focus only on five factors influencing perfume and fragrance purchase which are product, price, promotion, distribution and demographic, future research should add more factors to the study such as smell and color, packaging, country of origin, self-image to name a few.