The Effects of Consumer Perception and Packaging Design Elements of Niche Perfumes on Purchase Intention

As awareness of beauty increases, more individuals are turning to perfumes as a means of projecting their desired image and individuality. Consequently, the niche perfume market, offering unique and distinct scents unlike traditional fragrances, has experienced rapid growth. Given that the niche perfume industry prioritizes luxurious and unique brand identities, packaging design plays a vital role in boosting a product’s premium quality and influencing consumers purchasing decisions. This study explores the influence of niche perfume packaging design on consumer purchase intentions. A survey involving 203 men and women between the ages of 20 and 30 who have experience with using and purchasing niche perfumes was conducted. The data were analyzed using SPSS 30.0.0 through frequency analysis, descriptive statistics, factor analysis, reliability analysis, independent sample t-tests, and multiple regression analysis. The results reveal that niche perfume packaging design significantly boosts consumer purchase intention. Specifically, products with higher consumer preferences for structural and functional design elements demonstrated stronger purchase intentions. Moreover, the study indicates that men showed a higher preference for gender-neutral niche perfumes compared to women. These findings suggest that effective packaging can significantly enhance the attractiveness of niche perfumes and bolster brand competitiveness. This research is expected to provide a foundational reference for developing successful packaging strategies in the burgeoning niche perfume market.