Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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Consumer's Fragrance Preference and Image, Color and TPO Associations with Fragrance

소비자의 향기 선호와 향기에 의한 이미지, 색채 및 TPO 연상

  • Kim, Da Hye (Department of Materials Design Engineering, Kumoh National Institute of Technology) ;
  • Kim, Tae Yeon (Department of Materials Design Engineering, Kumoh National Institute of Technology) ;
  • Seo, Giyong (Department of Materials Design Engineering, Kumoh National Institute of Technology) ;
  • Lee, Seung Hyun (Department of Materials Design Engineering, Kumoh National Institute of Technology) ;
  • Chung, Ihn Hee (Department of Materials Design Engineering, Kumoh National Institute of Technology)
  • 김다혜 (금오공과대학교 소재디자인공학과) ;
  • 김태연 (금오공과대학교 소재디자인공학과) ;
  • 서기용 (금오공과대학교 소재디자인공학과) ;
  • 이승현 (금오공과대학교 소재디자인공학과) ;
  • 정인희 (금오공과대학교 소재디자인공학과)
  • Received : 2015.02.25
  • Accepted : 2015.05.13
  • Published : 2015.08.31
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Abstract

This study investigated consumer's fragrance preferences as well as image, color, and TPO associations with fragrance. Eight branded perfumes of four fragrance families were selected according to the top note (floral, fruity, green, and citrus) as stimuli; consequently, fragrance preferences and associations were measured. A survey that included a scent test was conducted; subsequently, 186 responses from male and female consumers in their twenties were analyzed using descriptive statistics, independent sample t-test, paired t-test, and chi-square analysis. The fruity fragrance was shown to be preferred the most. The perfume itself was associated with cool image, blue or pale tone colors, summer, and casual occasions in general, while a citrus fragrance was related to warm, winter, and deep tone colors in specific. Fragrance associations could be utilized in perfume marketing plans and activities such as advertising and packaging development.

Keywords

References

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