향수 구매목적이 구매결정요인과 용기디자인의 선호에 미치는 영향 = The Influence of Perfume purchase purpose preference according to Purchase decision factor and Container design

다국어 초록 (Multilingual Abstract)

A convenient environment which enables people to pay for gifts and deliver them, is leading to expanding gifts market. In this regard, this study aims to compare the priorities of purchase decision factors according to purchase purpose of perfumes, targeting ' purchaser for gifts' and 'purchaser for personal use', and examine and analyze the importance of container design and preferred container design accordingly.
The results of this study are as follows. First, the container design had a higher influence on purchasing the perfumes for gifts than purchasing for personal use. Second, fragrance had a higher importance as a purchasing factor on purchasing for personal use than purchasing for gifts, and brand, container design, price, using time, information sources and place of purchase had a higher influence on purchasing for gifts than purchasing for personal use. In addition, when purchasing perfumes for gifts, the brand had the highest influence on the container design among the purchase decision factors. Third, while males had same preferred containers according to the purchase purpose, females had different preferred containers according to the purchase purpose. It is shown that this study has a value of providing basic information for product planning and strategies of perfume manufacturers by analyzing consumption behaviors divided into two based on purchasing perfume situations in Korea.

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