Factors Influencing Consumer Purchase Intention of Luxury Branded Perfumes

The Prestige Cosmetics & Fragrances segment dominates the luxury consumer goods market, which has grown considerably over past decade. According to Coco Chanel quote, «Luxury is a necessity that begins where ends». Luxurious were once considered reserved for select few. «Luxury» was used describe uncommon and limited-supply items only available group of people. As time progressed, have become more accessible middle-class consumers as market grown. A total than 1.2 trillion euros spent on in 2018. Because increasing purchasing power today’s large size global understanding this critical company’s success enhancing its business perfume market. Developing effective plans meet exceed expectations essential companies industry. brand distinct characteristics make it stand out from rest. This study examined these other theories focusing five factors influencing consumers’ purchase intention branded perfumes. above are perceived uniqueness, image, quality, price, status. aims shed light desire high-end More specifically, discover root causes phenomenon buying perfumes primary determinants luxury-goods consumption. survey gather data, structural equation modeling with partial least squares analyse framework. findings, four variables (brand status) found positive relationship intention. results also show uniqueness does not significantly impact Marketers managers could use understand behaviours better develop marketing strategies would help their products succeed