Mature consumers’ relationship with their perfume

Glamorous and stylish, perfume is an evocative product that provokes a stimulus of the senses. It is suggested that the basis for consumer choice for this product should be based on olfactory preference, however the process related decision-making has been shown to be more complex. The mature consumer purchase decision making in this product category is often associated with long standing, established, luxury fragrance brands. In addition, at the frontline of the perfume sales process are fragrance consultants, who possess invaluable information on consumer involvement with perfume products and brands. Hence, this paper investigates CBR (consumer brand relationship) and the subsequent perfume purchase behaviour of mature female consumers from a dual (industry and consumer) perspective. Results indicate that important perceptual differences related to brand relationships with perfume exist between fragrance consultants and experts on one hand and consumers on the other. This research promotes a deeper understanding of current consumer approach and issues surrounding female mature purchasing behaviour for this unique category of product, and complements the growing body of literature related to luxury brands