Research examines how fragrance preference and brand image shape consumer perception, suggesting marketing strategies for improved engagement.
Perfume is not merely a cosmetic product; it is deeply rooted in personal identity, emotional well-being, and cultural expression. With an increasingly competitive market, understanding the key factors that influence consumer perception and purchasing behavior is vital. This research explores dimensions such as fragrance preference, brand image, packaging design, advertising, pricing, and social influence .The findings offer significant insights for marketers and product developers in the fragrance industry.
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Manikandan et al. (2025) studied this question.
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