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A Study on Factors Influencing Purchase Intention of Natural Perfumes: Framework for Designing Promotional Strategies

Author

Listed:
  • Sahana, R.
  • Hemalatha, S.
  • Rohini, A.
  • Rani, S. Padma

Abstract

The purpose of this research is to identify the factors influencing purchase intention of natural perfumes and also aims at designing promotional strategies for natural perfumes. This study was examined through an online survey administered to the perfume buyers. Multiple regression was used to analyze the data. Results show that the demographic variables (education and annual family income), scheme characteristics, perceived quality, subjective norms and habit of using perfumes significantly influence and had an impact on purchase intention of natural perfumes. The purchase intention and its relationship with the buying behavior or purchase decision could be examined in the future research.

Suggested Citation

  • Sahana, R. & Hemalatha, S. & Rohini, A. & Rani, S. Padma, 2021. "A Study on Factors Influencing Purchase Intention of Natural Perfumes: Framework for Designing Promotional Strategies," Asian Journal of Agricultural Extension, Economics & Sociology, Asian Journal of Agricultural Extension, Economics & Sociology, vol. 39(10).
    • Handle: RePEc:ags:ajaees:358125
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