Abstract

The purpose of this study was to determine the effect of customer reviews, compared to package design, on the fragrance buying decisions of women aged eighteen to twenty-five. The researcher conducted two surveys: the first asked thirty-five random women to choose between two equally priced, but differently designed, perfumes (Perfume X and Perfume Z). This first group’s preference was Perfume X, with 57.14 % of participants choosing this product. The second survey asked a different group of thirty-five random women to choose between the same two perfumes, but with the addition of unequally favorable customer reviews. Group 2 participants preferred the product with better customer reviews (Perfume Z), with 68.57 % of participants choosing this product. Because overall product preference changed with the presence of customer reviews, this study determined that customer reviews had a greater influence than package design o