Fragrance Perception Through Perfume Packaging: a Visual Link with Customers

Abstract

Visual interaction remains the central ideology of perfume packaging industry. To achieve this ideology, packaging must clearly establish a complete sensory relationship between the customer and the product which includes visual, aroma and tactile elements. The aim of this research work is to identify the key factors that affect customers’ buying preferences and thus propose a methodology that will represent the fragrance in form of visual cues. To understand the customer’s buying pattern of perfumes, an online survey was conducted in which 78 candidates participated (20 female, 58 male). ANOVA analysis was conducted using SPSS software to analyse the results procured from the online survey. Results clearly indicate that visual cues affects the decision making process during purchase of perfumes. The proposed methodology may provide a useful guideline to the perfume packaging industry in establishing harmony between customer’s perception of the perfume and the fragrance of perfume in reality.