Pinnacle SoluW2tions Perfume Research
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Transcript of Pinnacle SoluW2tions Perfume Research
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presented to: Mark DeFanti, Ph. D. MKT 434 December 15, 2010
PINNACLE SOLUTIONS Julianne Albano Jake Goodelman Larissa Kunes Bill O’Rourke
PERFUME PURCHASE BEHAVIOR
a gender study
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Perfume Purchase Behavior a gender study presented to: Mark DeFanti, Ph.D. MKT 434 December 15, 2010 presented by: Pinnacle Solutions Julianne Albano Jake Goodelman Larissa Kunes Bill O’Rourke
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Table of Contents I. Executive Summary………………………………………………………………………………………………………………4 II. Industry Background…………………………………………………………………………………………………………….5 III. Research Objectives……………………………………………………………………………………………………………..6 IV. Methodology………………………………………………………………………………………………………………………..8 V. Survey Results………………………………………………………………………………………………………………………9 VI. Limitations………………………………………………………………………………………………………………………….14 VII. Conclusions & Recommendations for Further Exploratory Research…………………………………..18 VIII. Appendices…………………………………………………………………………………………………………………………19
Appendix A: Powerpoint Presentation ................................................................................................... 19
Appendix B: Survey Questions ................................................................................................................ 24
Appendix C: Summary of Responses ....................................................................................................... 41
Appendix D: SPSS Results ........................................................................................................................ 67
Appendix E: Glossary ............................................................................................................................... 78
IX. Endnotes…………………………………………………………………………………………………………………………….80
Please note: Bolded terms in paper are listed in our Glossary, Appendix E.
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I. Executive Summary The purpose of this study was to take an in-depth look into the fragrance market and in
particular, smell and purchase intent. Our main objective was to determine the relationship between
smell and purchase intent and gender given a certain print advertisement. In further, we wanted to
study the effectiveness of different advertising techniques on smell and purchase intent for 18-22 years
old males and females. Advertising techniques included using a model versus a celebrity, using different
advertisement promotions, and celebrity endorsements. An additional area we wished to evaluate was
the likelihood a male or female would use a sales associate when purchasing a fragrance.
We found that when a male is planning to purchase a fragrance for his mother, the fact that the
advertisement features either a celebrity or model has little effect on purchase intent. Furthermore, we
found that smell intent for females was not affected given that the fragrance was celebrity endorsed or
if it was a celebrity fragrance.
However, we did find that there is a significant effect on fragrance purchase intent for males
when there is a sales promotion included in the print advertisement. Our research shows that males are
more likely to purchase a fragrance that provides a gift promotion than females. A possible
recommendation would be to feature an increased number of sales promotions in fragrance
advertisements in magazines targeting males.
We also found that males are significantly more likely to use a sales associate at a retail store
when purchasing a fragrance than females. Given this finding, we recommend that there should be
more of an emphasis on marketing sales associate support to males within a retail store.
Our research revealed a number of opportunities for further exploratory research. Future
research should be conducted into the affect that geography, age, income, and education have on smell
intent or purchase intent for both males and females. These sub-samples should be a main focus of
future research to determine the specific target market to support the hypotheses. Moreover, further
research should include a survey that eliminates the potential confounds we found and puts more of an
emphasis on the effects of covariates within the advertisement. Future research also should obtain a
larger sample size to gain a more equal comparison between males and females.
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II. Industry Background Perfume has been around since ancient Mesopotamia, dating back to more than 4,000 years
ago. In ancient times people used herbs and spices, almond, coriander, and flowers to mix
together. The methods of how people advertisement the perfumes varied, as well as the vials they put
them in. People used fragrances as a purpose of seduction or religious ceremonies. i
Perfumes and fragrances are a $5 billion industry.
Perfume is a means
of seduction and beauty in modern day. It may recall certain memories, positive or negative, to people
who smell it. The perfume maker creates the bottle, perfume, and textures as a work of art. ii In the past 20 years there has been a huge
increase in fragrance production. In 1921 Chanel No. 5 was introduced, and it is to this day the oldest
perfume still in the market. In modern day, designer perfumes and colognes have become a luxury
product, priced as high as hundreds of dollars per ounce. The average over the counter retail selling
price for designer perfume and colognes could run from $30 to $85 dollars per ounce, in some cases
even higher. iii
The perfume industry heavily markets through celebrity endorsements and highly regarded
brands. This can somewhat be attributed to Michael Kamins’ study on the Celebrity Match-up
Hypothesis, which found that for attractiveness-related products, the use of a physically attractive
celebrity was observed to significantly enhance measures of spokesperson credibility and attitude
toward an advertisement, relative to the use of a physically unattractive celebrity.
Marketing is the most important aspect of whether a fragrance product is
successful. Fragrances become the base of the marketing, allowing creative advertising techniques to
make the fragrances seem happy, sexy, fun, exciting etc. This then is the indicator of who buys the
perfume and what image they are attracted to.
iv Many celebrities
endorse perfumes on behalf of designers, for example, Scarlett Johansson for Dolce and Gabbana or
Charlize Theron for Dior. Many celebrities have created their own perfumes, since Jennifer Lopez
pioneered the category in 2002, and subsequently has sold more than $1 billion worth of scents over the
course of 16 launches. Industry sources estimate her fragrance portfolio could do $150 million at retail
this year. v By 2012, the global fragrance industry is expected to grow to $33.6 billion, according to
Global Industry Analysts, Inc. vi
Growth rates in the U.S. in the beginning of 2009 fell 10%. This was
caused by the women’s new fragrances launch activity. Growth in the market continues with men’s
fragrances launch activity.
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III. Research Objectives This research study was conducted to gain a greater understanding of the relation between
fragrance advertising and smell intent. Our main goal in studying females was to see how different print
advertising strategies for a variety of fragrance brands affected a female’s intent to smell the fragrance
and potential to purchase it. For the males, we sought out to determine how different print advertising
techniques affected purchase intent for a female and to what extent those advertising techniques
affected the purchase intent for a male when purchasing for his mother instead of a girlfriend. We also
wondered if there were differences in how product promotions affected males and females for purchase
intent. Furthermore, we wanted to know if sales associates were more effective for purchase intent for
males or for females. Our objectives consisted of the following:
• Evaluate the effectiveness of different print advertising strategies for males and females, including
advertisements featuring celebrities and models and product promotion advertisements.
• Determine the best approach toward print advertisements and product promotions for males and
females.
• Determine the factors that influence male purchase intent for perfume.
• Determine the factors that influence female purchase intent for perfume.
• Determine the effectiveness of sales associates between male and female customers.
To accomplish the aforementioned objectives, we tested the following four hypotheses:
1. A fragrance featuring a non-celebrity model in its advertisement is more appealing to an 18-22 year
old male than an advertisement featuring a celebrity for a fragrance brand when he is purchasing for
his mother and therefore an advertisement featuring a celebrity for a fragrance brand is more
appealing when he is purchasing for his girlfriend.
2. 18-22 year old females prefer celebrity endorsed fashion brand fragrances over celebrity brand
fragrances.
3. 18-22 year old males are more likely to take advantage of fragrance advertisements featuring
product promotions when purchasing for a female than 18-22 year old females purchasing for
themselves.
4. 18-22 year old males are more likely than 18-22 year old females to seek help from a sales associate
at a store when purchasing a fragrance.
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In conducting our research, we carried the general belief that the various strategies for fragrance
print advertisements affected smell and purchase intent in a number of different ways. Given that
today’s society is bombarded with sex appeal and idealism, a print advertisement that featured a model
versus a celebrity would present a noticeable difference in purchase intent. We believed this would be
most evident with 18-22 year old males when they are purchasing for their girlfriends of similar age,
who generally follow celebrity news versus their mother who are past the age of 40. Males thus would
more inclined to purchase a fragrance for their mother if the print advertisement featured a model
rather than a celebrity.
Turning to 18-22 year old females, we thought that a noticeable difference would be observed when
comparing purchase intent for a celebrity endorsed fashion brand fragrance versus a celebrity branded
fragrance. We believed that females would prefer the fashion brand fragrance endorsed by a celebrity
over the celebrity brand based on comments made in our focus group.
To probe even further into the potential affects that different print advertisement strategies had
on fragrance smell intent, we compared females directly with males. We believed that 18-22 year old
males would be more likely to take advantage of a fragrance advertisement featuring a sales promotion
when purchasing for a female than a female of the same age range purchasing for her own use. Also, we
believed that males are more likely to seek assistance from a sales associate than a female when
purchasing a fragrance at a store.
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IV. Methodology To test our hypotheses and accomplish our research objectives, we administered two focus
groups, along with an online survey. The focus groups consisted of one group of seven male Providence
College students and the other group featuring six Providence College females. Each group featured
subjects that ranged in age from 19 to 21 – our target population for the hypotheses is 18-22 year olds.
The subjects were chosen through convenience sampling, a realized limitation that can be found later in
the report. The objective of the focus groups was to gain a general sense of attitudes towards perfume
brands as a whole and discover the effects different types of advertisements may have on interest or
smell intent. The focus groups featured questions that were exploratory in nature, allowing us to
establish a foundation of potential ideas for further research. The results from the two focus groups
showed a noticeable difference in female attitudes versus male attitudes toward fragrance brands.
Taking advantage of what we were able to learn from the focus group results, we next
administered an online survey. The survey was administered using Qualtrics, an online survey software.
It was constructed using skip logic and flow tools. Respondents were not randomly selected, but instead
were chosen through convenience sampling by inviting friends on Facebook to take the survey. In
contrast to the focus group, the survey was tailored to conduct both descriptive research and causal
research. The survey concentrated on questions that would provide a description of fragrance
purchasers and the causality behind smell intent. We incorporated a limited number of question formats
that consisted of mainly Likert scales. The Likert scales consisted 7-point and 5-point interval scales.
We invited approximately 350 potential respondents to take the survey. There were 166
subjects that began the survey, a 47.4% response rate. Out of the 166 surveys that were started, 55
failed to be completed. This translated into a 33.1% mortality rate. Taken these figures into account, it
suggests that our survey could have possibly been shortened to lower the mortality effect. Still, 66.9%
of the surveys started were completed, an above average rate by most research standards.
After the survey was ended, data was uploaded to SPSS for analysis and hypothesis testing. This
was done by downloading the Qualtrics data into an excel spreadsheet, which was cleaned up before
being uploaded to SPSS.
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V. Survey Results Summary of Statistical Methods and Results
General Findings
Across the board we didn’t find any variable to have a significant impact on either purchase or
smell intent. The average mean for smell intent was 4.26 with 4 being dummy coded as “undecided”.
The average mean for purchase intent was 1.70 with 1 being the respondent would purchase the
product and 2 being the respondent would not purchase the product. Each variable was tested with
multiple examples and no mean was extraordinarily different from any of the others.
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The lack of variance between pairs was surprising but can be possibly attributed to some general
limitations with sample size and not being able to test across sub groups such as different age brackets,
geography, education, or income level. Statistical significance can be attributed to the difference of view
men and women having when dealing with a sales associate. These statistics, however different, don’t
have any profound impact on purchase intent. Also, statistical significance was shown in that males are
more likely to take advantage of a fragrance advertisement featuring a sales promotion than females
are.
Hypothesis 1: Advertisement featuring non-celebrity model vs. advertisement featuring
celebrity
To test this hypothesis, we needed to analyze the difference between means in various print
advertisements for fragrances. Beginning with the survey, male respondents were presented with two
advertisements, one with a non-celebrity model in it and one with a celebrity. The fragrance
advertisements were preselected and were shown to every male respondent in the same order. The
respondents were next asked to specify who they would buy the perfume for, either their girlfriend or
mother, based on the print advertisement. The two options in the 2-point response scale were dummy
coded, with “mother” being coded as 1 and “girlfriend” as 2. The data was uploaded to SPSS to allow for
data to be paired together and analyzed. There were four pairs of comparison groupings that consisted
of a non-celebrity model advertisement versus a celebrity advertisement. A few examples included
comparing and advertisement for Pleasures by Estee Lauder that features Gwyneth Paltrow with an
advertisement for Pleasures featuring a model and an advertisement for J’adore Dior featuring Charlize
Theron with an advertisement for J’adore Dior featuring a model.
For each of these groupings, a paired samples t-test was performed in order to compare the
means. The p-value for the four pairs was averaged, arriving at a p-value of .37. Due to the fact that
most researchers strive for a p-value of .05 or a 95% confidence level, the p-value of .37 we arrived at
meant the difference between the means was statistically insignificant. Further, the average difference
between observations was -.04, which indicated that there was limited variance between means.
In regards to our hypothesis, it was actually contradicted and unsupported. The average mean
was 1.69 for non-celebrity model fragrance advertisements, meaning that respondents would opt to
purchase the advertised fragrance for their girlfriend. The only paired samples t-test that showed
statistical significance was the test comparing the J’adore Dior advertisement featuring Charlize Theron
with the J’adore Dior advertisement featuring a model. The mean values were 1.88 for the celebrity
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advertisement and 1.60 for the model advertisement. Effect of purchase intent with a celebrity model in
the advertisement would be 17.25% while purchase intent for a non-celebrity would be 18.16%. The
difference is .91%.
The fact that having a non-celebrity model in a fragrance print advertisement does not correlate
into a male purchasing the fragrance for his mother. The mean values for a non-celebrity model
advertisement versus a celebrity advertisement did not differ much at all. It would appear that potential
confounds exist in explaining the causality behind this relationship.
Hypothesis 2: Celebrity Endorsed Fragrances v. Celebrity Fragrances
To test whether or not 18-22 year old females prefer celebrity endorsed fragrances over
celebrity brand fragrances we used a paired samples t-test because we are testing two interval variables
(celebrity endorsed/ celebrity brand) from a single population (18-22 females). A category scale based
on likeliness was used to judge whether or not the respondents would smell the fragrance. The dummy
coding is as follows: 1- very unlikely 2-unlikey 3-somewhat unlikely 4-undecided 5-somewhat likely 6-
likely 7-very likely. Each answer was individually coded 1-7 and plugged into the paired samples t-test to
examine the effects of these variables on smell intent.
The overall difference in means showed no statistical significant difference between the
celebrities endorsed fragrances and the celebrities brand fragrances. The average means for the pairs
are as follows: (celebrity endorsed/celebrity brand) <4.40/4.44> <4.64/3.78> <3.76/4.38>. Out of the
three pairs, only pair 2 testing YSL endorsed by Kate Moss vs. Kate Moss by Kate Moss had a statistically
significant p-value of .001. Although the p-value suggests that there is less than a 1% chance that these
means are equal given the samples, there still isn’t any real implication on purchase rate. For the means
in pair 2 <4.64/3.78> infers that smell intent is really approximately 18% compared to 14%. So although
there is a statistically significant difference in pair 2, it has little effect on the percent increase of
purchase.
Hypothesis 3: Product Promotion Purchase Intent for Males v. Females
Unlike the previous hypotheses, we tested the effect a sales promotion within an advertisement
has on purchase intent for both 18-22 year old females and males using a χ2 test. This hypothesis
required extensive manipulation and coding. Our original intent to test this hypothesis was to analyze
the data using an independent samples t-test. Because of conflicting question scales for the females and
males, we had to use a χ2 test instead (this is explained in further detail in the “Limitations” section in
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the latter portion of the report). The data from the question asking purchase intent, based on the three
sales promotions given to females, required collapsing. This entailed collapsing the responses from a 5-
point category scale to a 2-point, “yes” or “no” response scale. Strongly disagree and disagree on the 5-
point scale were combined and coded as 2 for “no”. Strongly agree and agree were combined and coded
as 1 for “yes”. The response neither disagree nor agree was taken out because it took a neutral position
on the question.
After the data was properly collapsed and coded, a χ2 test was used. Each of the three
fragrances with the varying sales promotions was tested individually. The results for the fragrance
Happy by Clinique featuring a $60 valued free gift were as follows; χ2 was 5.5961, the p-value was .018,
and the degree of freedom measure was 1. The p-value indicated that the relationship was statistically
significant, given it was below the acceptable p-value of .05 for a 95% confidence interval. For this
particular advertisement, 18-22 year old males were more likely to purchase Happy based on the sales
promotion than 18-22 year old females.
Furthermore, the relationship between the sales promotion for Hypnôse Senses by Lancôme
and purchase intent showed statistical significance, as well. χ2 was 4.3971, the p-value was .036, and the
degrees of freedom measure was 1. Again, given that the p-value was under .05, the relationship
showed statistical significance with a 95% confidence level. This demonstrated that 18-22 year old males
were more likely to purchase Hypnôse Senses based on the sales promotion than females of the same
age range.
In contrast, the relationship for the fragrance Sensuous by Estee Lauder did not show statistical
significance. The results for the Sensuous sales promotion advertisement featuring a $120 valued free
gift were as follows; χ2 was 1.7730, the p-value was .183, and the degrees of freedom measure was 1.
The p-value indicated that the relationship was statistically insignificant due to it being above the
acceptable p-value of .05. Potential confounds created by extraneous variables can most likely be
attributed to this. Possible extraneous variables could be the value of the product promotion, the
perceived value of the fragrance, and mood of the advertisement.
Two out of the three fragrance sales promotions showed statistical significance. Given this,
there is enough evidence to support a relationship between an 18-22 year old male’s purchase intent for
a fragrance and the sales promotion featured in the advertisement. Effect of purchase intent for males
24% more likely to buy the fragrance based on the promotions while females are 17% more likely to buy
the fragrance based on the promotions, which has a difference of 7%.
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Hypothesis 4: Sales Associates Effectiveness for Males v. Females
For this hypothesis, we used an independent samples t-test to compare the affects sales
associates have on 18-22 males and females. This test compares the mean scores for the interval
variable group (effects of sale associates based on a less than interval classificatory variable that are not
the same (males and females)). Just as we did for the previous hypotheses we dummy coded males “1”
and females “0.” Three questions were asked relative to the sales associate, the first on effectiveness,
second on likelihood to use, and last on the effects of appearance. We used a 7-point category scale for
the first question, a 5-point category scale for the second question and a five point Likert scale for the
third.
The means for the three questions show that there is statistically significant difference between
males and females. The means to the three questions are as follows: (males/females) <4.80/3.42>
<3.36/2.48> <3.88/2.96>. The differences of means were 1.380, .880, and .920. The means correlated
into p-values that were statistically significant of .001, .005. and >.000. Converting the means to their
assigned values the average male responses show that sales people are effective in the purchase of
fragrances, males don’t know whether they will or will not use a sales associate, and males agree that
the appearance of the sales associate affects the decision to use assistance. The is comparable to the
women responses that show that sales associates are ineffective in the purchase of fragrances, females
probably will not use a sales associate, and females disagree that the appearance of the sales associate
affects the decision to use assistance. Although the mean of responses is statistically significant, there
isn’t a large difference when it comes to percent of purchase terms. When analyzing the means of the
three questions we see that the affects the differences of the means has on purchase differ by 7%, 4%,
and 3% respectively. Therefore, although the hypothesis is supported by statistically significant data, the
effect the data will have on purchase will be minimal.
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VI. Limitations General Limitations
As an undergraduate marketing research class, we knew we would be novices at conducting a
research project, as a group of four with limited resources and little market research experience. From
the beginning, our research was affected by limitations, due to time constraints of a fourteen week
semester. We did not conduct industry and trade journal article research prior to forming the
hypotheses due to scope and time restraints of the course. We were limited on time so we went solely
based off of our personal conjectures and our focus group findings. Another issue was that granularity
was prevalent for our hypotheses. The hypotheses were broad and we did not look at alternative
options to make our hypotheses more specific and therefore potentially more supported throughout the
study.
Again, due to time constraints, we failed to administer a pretest of our survey. The drafting of
the survey took longer than we expected and left us with insufficient time to administer a pretest and
allow for preliminary tabulation. If we had administered a pretest, we would have been able to see
which questions were ambiguous and needed editing. Consequently, we are now unable to truthfully
know if any of the questions caused confusion and more importantly, the extent that confusion
impacted survey results.
Because we are a homogeneous group of researchers, those asked by us to take a survey would
likely be similar to us. This means males and females, ages 18-22, which is our range of age, but we do
not have a wide network of friends, or even a very diverse network of friends. The test population was
homogenous in geographic location, as well as income. This limited our ability to fully represent the U.S.
population as a whole for males and females ages 18-22. Our research draws upon conclusions based on
mostly our friends who attend Providence College, or 18-22 males and females from the east coast.
Thus, sample selection error was inescapable given our resources and time restraints and thus the
sample for our study was not representative of the entire U.S. population of 18-22 year old males and
females, the full target market of our hypotheses. Our sample size was also very small; roughly 350
people were invited to take the survey, which means that external validity was highly present. The
results from the survey cannot be applied to other groups or market segments outside of the sample
population. Our survey results, if applied to other regions of the country, would not be indicative of the
perfume preferences and knowledge of 18-22 year olds in a given location. In other words, the results
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from our sample respondents cannot be generalized for the entire United States (excluding the east
coast).
Self-selection bias was evident due to the fact that our survey had an exceptionally large
number of female respondents versus male respondents (a ratio of about 70 to 30). Our survey was sent
out via Facebook and email – therefore, respondents took the survey at their own discretion (self-
administered survey). By nature, males are less inclined to respond to a survey regarding perfumes than
females because they have a general feeling of indifference towards this product category.
Focus Group
We found a number of limitations from our focus groups. We had two separate focus groups,
one with questions aimed for women, and one with questions aimed for men, in order to get accurate
answers to edit our original hypotheses and get answers which we may have not considered before. We
hoped to have 10 people in our each focus group. However, we had 6 females for the female focus
group and 7 males for the male focus group. The group of females was homogeneous and not diverse.
They were all Caucasian students with similar upbringings at Providence College, which does not
accurately represent the population as a whole. Because they were all college students, we did not
expect they had the means to buy higher quality perfumes, and this may have tainted our results,
because women that are older may purchase higher quality brands. Although, the females were not
attracted to the lower quality perfumes either. This could have to do with the fact that the female
students are from a private institution that is very expensive. As for the men’s focus group, all were
students at Providence College, Caucasian, and non-diverse. They had the same limitations, as the
female focus group when it comes to trying to get a fair diverse population sample.
Another limitation was the participation of the group. Both groups were witnessed by our
research group and were videotaped, introducing interviewer bias. This resulted in some inhibitions for
both males and females. There was also evidence of acquiescence bias and social desirability bias.
Many seemed to go along with what the first person said, and not many people wanted to open up with
specific opinions. If there was one person in the group that opened up, many people would back down
and not express their input, when asked they would agree with the outspoken speaker.
Although these were limitations to our focus group, we used the findings to change our
hypotheses and make our survey questions around these hypotheses, which changed drastically from
our first draft. Our focus group was successful, and we got some good information which we had not
thought about before.
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Survey Questions
For our survey questions, we did not randomize the images and questions given to the
respondents and therefore our survey has order bias. This is an administrative error because the order
in which the questions and images should have been sent out is supposed to be randomized, as to not
have any biases.
The rationale for our questions for our survey was based off of our opinions and the opinions
expressed in the focus group. We took the information that we had in the focus group and made
questions and rationale based on our findings on their opinions. This was not fully supported by
literature and it should have been supported by literature along with the focus group findings and our
opinions as well.
The wording of some questions were either loaded or leading questions. Loaded questions
suggest a social desirable answer or is emotionally charged, such as our question about the level of
knowledge about perfume brands, which is socially desirable for females but not for males, or the
question about income level. Leading questions suggests or implies certain answers, such as the
question about whether or not seeing the advertisement makes the respondent want to smell or
purchase the fragrance.
Our survey was very long due to the fact that we did not randomize the questions given, which
caused a mortality effect. 166 respondents started the survey while only 111 were completed, which
means 67% of respondents finished it.
Response bias was also most likely prevalent due to the heavy celebrity presence in our survey.
Based on some of our images including Jennifer Lopez and other celebrities, people’s opinions of them
may have been biased, so the respondents may have counter-argued based on opinion of
model/celebrity seen in advertisement. Having the images be randomly sent out to the people taking
the survey could have eliminated this possible issue.
We also did not admit to any advertisement manipulation, which we did for Jennifer Lopez for
Gucci and all promotional advertisements. People may have been aware that these advertisements
were manipulated, and therefore thought they were false and answered based on those findings rather
than based on the question standing. We also did not look at the covariate or moderating variables that
could have contributed to our results.
Social desirability bias was introduced for men as not a lot of men would admit that they are
knowledgeable about perfume. There is also acquiescence bias for men as well because many do not
have strong opinions so they would tend to agree with any leading questions asked.
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Post-Survey
External validity error was present as our results did not come from a wide variety of states in
the U.S. The survey was sent via Facebook, and the respondents were mostly from the east coast.
Because the survey was about perfume and not a topic that most men would want to respond to, or
even think that they are “capable” to respond to; we only had a 29% male, and 71% female outcome.
After the survey was sent out and we started to look at the data and the results, issues started
to arise that we had not caught before. We did not realize that some of our questions were on the
wrong scales, and we could not compare data because the scales were off and it was impossible to
evaluate. For our third hypothesis investigating product promotion, we tested the males on a two-point
scale and the females on a five-point scale. This data could not be put into SPSS and we had to collapse
them as groups of males vs. females. So, we did not get significant data for the question of whether the
male would purchase the perfume because of a promotion; it was on a two-point scale. The question for
women was if they would smell the perfume because of the promotion on a five-point scale. This data
was unattainable to manipulate.
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VII. Conclusions & Recommendations for Further Exploratory Research
From our research, it can be inferred that a celebrity featured in a fragrance advertisement or
associated with a fragrance does not influence smell or purchase intent for 18-22 year old males and
females. Given that our society in general is highly influenced by celebrity lifestyles, our findings may
bring into question current marketing strategies that place a high emphasis on celebrity appeal. Further
exploratory research should be conducted that includes a significantly larger population sample to test.
Due to our time and budget constraints, our research lacked external validity. Our results did not
represent the entire 18-22 year old U.S. population. Future research should be conducted to gain a
better understanding of the specific target market.
Moreover, the size of the exploratory research was too small to get an extreme overall
conclusion on a hypothesis. The external validity could be expanded in the future research with more
time and more means to do so. Finding people around the world to complete a survey on Facebook is
difficult because our “friends” on Facebook are mostly from the northeast.
Further exploratory research should also include testing extremes. This would include those who
have a lot of knowledge about perfumes versus those without a lot of knowledge about perfumes. This
would then generate more meaningful data and findings of what kind of people we are asking questions
to. Sub-samples in future research would help analyze the participants and could possibly factor into
different reasons for their answers to certain questions. Sub-samples would include things such as age,
demographics, education, income, etc.
More literary research should be done prior to support or counter argue current findings on the
perfume industry and smell intent. Further research should include a survey that eliminates confounds
and covariates that were present in our study.
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Appendix B: Survey Questions Default Question Block What is your age?
• under 18 • 18-22 • 23-29 • 30-39 • 40-49 • 50-59 • 60 and over
What is your gender?
• Male • Female
What is your city and state of residence?
• Text fill in
What is your annual household income before taxes?
• Under $40,000 • $40,000 to $79,999 • $80,000 to $119,999 • $120,000 to $159,999 • $160,000 to $199,999 • $200,000 and over
Female Respondents: General Questions I am knowledgeable about perfume brands.
• Strongly Disagree • Disagree • Somewhat Disagree • Neither Agree nor Disagree • Somewhat Agree • Agree • Strongly Agree
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How often do you purchase perfume for yourself each year?
• 0 • Less than 1 • 1 • 2 • 3 • 4 • 5 or more
How many times a year do you receive perfume as a gift?
• 0 • Less than 1 • 1 • 2 • 3 • 4 • 5 or more
How often do you receive perfume as a gift per year from the following?
0 1 2 3 4 5
Parents
Family members
Friends
Significant Other
Have you ever received perfume from a significant other?
• Yes
• No (Respondents that answered no were taken to the next question block)
Did you like the choice of perfume for you in regard to the following?
Strongly Disagree
Disagree Somewhat
Disagree
Neither Agree nor Disagree
Somewhat Agree
Agree Strongly Agree
Scent of Perfume
Brand of Perfume
Name of Perfume
26
Female Respondents: Product Promotion Advertisements This is a gift promotional advertisement for Happy by Clinique.
Is the perfume Happy appealing to you?
• Strongly Disagree • Disagree • Neither Agree nor Disagree • Agree • Strongly Agree
Is the gift promotion appealing to you?
• Strongly Disagree • Disagree • Neither Agree nor Disagree • Agree • Strongly Agree
10. Are you more likely to smell Happy because of the gift promotion?
• Strongly Disagree • Disagree • Neither Agree nor Disagree • Agree • Strongly Agree
27
This is a gift promotional advertisement for Estee Lauder Sensuous.
Is the perfume Sensuous appealing to you?
• Strongly Disagree • Disagree • Neither Agree nor Disagree • Agree • Strongly Agree
Is the gift promotion appealing to you?
• Strongly Disagree • Disagree • Neither Agree nor Disagree • Agree • Strongly Agree
Are you more likely to smell Sensuous because of the gift promotion?
• Strongly Disagree • Disagree • Neither Agree nor Disagree • Agree • Strongly Agree
28
This is a gift promotional advertisement for Lancôme Hypnôse Senses.
Is the perfume Hypnôse Senses appealing to you?
• Strongly Disagree • Disagree • Neither Agree nor Disagree • Agree • Strongly Agree
Is the gift promotion appealing to you?
• Strongly Disagree • Disagree • Neither Agree nor Disagree • Agree • Strongly Agree
Are you more likely to smell Hypnôse Senses because of the gift promotion?
• Strongly Disagree • Disagree • Neither Agree nor Disagree • Agree • Strongly Agree
Have you seen a perfume promotion in a magazine and decided to smell the perfume because of it?
• Yes • No
29
Female Respondents: Celebrity Fragrance v. Celebrity Endorsed Fragrance
This is an advertisement for My Glow by Jennifer Lopez.
This is an advertisement for Gucci by Gucci, featuring Jennifer Lopez.
30
What is the likelihood that you will smell My Glow by Jennifer Lopez and Gucci by Gucci?
Very Unlikely
Unlikely Somewhat Unlikely
Undecided Somewhat
Likely Likely Very Likely
My Glow by Jennifer Lopez
Gucci by Gucci
This is an advertisement for Parisienne by Yves Saint Laurent, featuring Kate Moss.
This is an advertisement for Kate Moss by Kate Moss perfume.
31
What is the likelihood that you will smell Parisienne by YSL and Kate Moss by Kate Moss?
Very Unlikely
Unlikely Somewhat
Unlikely Undecided
Somewhat Likely
Likely Very Likely
Parisienne by Yves Saint Laurent
Kate Moss by Kate Moss
This is an advertisement for Marc Jacobs Perfume by Marc Jacobs, featuring Victoria Beckham.
This is an advertisement for Beckham Signature perfume by Victoria Beckham.
32
What is the likelihood that you will smell Marc Jacobs and Beckham Signature?
Very
Unlikely Unlikely
Somewhat Unlikely
Undecided Somewhat
Likely Likely
Very Likely
Marc Jacobs Perfume Beckham Signature
Perfume
Male Respondents: General Questions
Do you own cologne?
• Yes
• No
Do you usually purchase cologne yourself or is it usually a gift?
• Purchase myself
• Gift
I am knowledgeable of perfume brands.
Strongly Disagree
Disagree Somewhat Disagree
Neither Agree nor Disagree
Somewhat Agree
Agree Strongly
Agree
Knowledge of Perfume Brands
Have you ever purchased perfume for a female?
• Yes
• No (Respondents that answered no were taken to the next question block)
What was the relation of the female to you that you purchased perfume for?
• Mother
• Girlfriend
• Sister
• Female Friend
Did you smell the perfume before purchasing?
• Yes
• No
33
Male Respondents: Celebrity v. Model This is an advertisement for Pleasures by Estee Lauder, featuring Gwyneth Paltrow.
Who would you purchase Pleasures for?
• Mother
• Girlfriend
This is an advertisement for Pleasures by Estee Lauder, featuring a model.
Who would you purchase Pleasures for?
• Mother
• Girlfriend
34
This is an advertisement for Tresor by Lancôme, featuring Penelope Cruz.
Who would you purchase Tresor for?
• Mother
• Girlfriend
This is an advertisement for Tresor by Lancôme, featuring a model.
Who would you purchase Tresor for?
• Mother
• Girlfriend
35
This is an advertisement for Chanel No. 5, featuring Nicole Kidman.
Who would you purchase Chanel No. 5 for?
• Mother
• Girlfriend
This is an advertisement for Chanel No. 5, featuring a model.
Who would you purchase Chanel No. 5 for?
• Mother
• Girlfriend
36
This is an advertisement for J'adore Dior, featuring Charlize Theron.
Who would you purchase J'adore Dior for?
• Mother
• Girlfriend
This is an advertisement for J’adore Dior, featuring a model.
Who would you purchase J'adore Dior for?
• Mother
• Girlfriend
37
Male Respondents: Product Promotion Advertisements This is a gift promotional advertisement for Clinique Happy.
Is the perfume Happy appealing to you?
• Strongly Disagree
• Disagree
• Neither Agree nor Disagree
• Agree
• Strongly Agree
Is the gift promotion appealing to you?
• Strongly Disagree
• Disagree
• Neither Agree nor Disagree
• Agree
• Strongly Agree
Are you more likely to purchase Happy for a female because of the gift promotion?
• Yes
• No
38
This is a gift promotional advertisement for Estee Lauder Sensuous.
Is the perfume Sensuous appealing to you?
• Strongly Disagree
• Disagree
• Neither Agree nor Disagree
• Agree
• Strongly Agree
Is the gift promotion appealing to you?
• Strongly Disagree
• Disagree
• Neither Agree nor Disagree
• Agree
• Strongly Agree
Are you more likely to purchase Sensuous for a female because of the gift promotion?
• Yes
• No
39
This is a gift promotional advertisement for Lancôme Hypnôse Senses.
Is the perfume Hypnôse Senses appealing to you?
• Strongly Disagree
• Disagree
• Neither Agree nor Disagree
• Agree
• Strongly Agree
Is the gift promotion appealing to you?
• Strongly Disagree
• Disagree
• Neither Agree nor Disagree
• Agree
• Strongly Agree
Are you more likely to purchase Hypnôse Senses for a female because of the gift promotion?
• Yes
• No
Have you ever seen a promotion for perfume and taken advantage of it when purchasing a gift for a female?
• Yes
• No
40
If a female perfume advertisement with a gift promotion was in a male magazine that you frequently read will you consider purchasing that perfume as a gift?
• Definitely will not
• Probably will not
• Don't know
• Probably will
• Definitely will
If a female perfume advertisement that contained a scent strip was in a magazine you frequently read, will you smell the scent strip?
• Definitely will not
• Probably will not
• Don't know
• Probably will
• Definitely will
Male & Female Respondents: Sales Associate Questions Rate your likelihood to use a salesperson at a store when looking at perfume.
• Definitely will not
• Probably will not
• Don't know
• Probably will
• Definitely will
Are salespeople effective or ineffective in your purchase decisions for perfume?
• Very Ineffective
• Ineffective
• Somewhat Ineffective
• Neither Effective nor Ineffective
• Somewhat Effective
• Effective
• Very Effective
Does the appearance of the salesperson affect your decision to use their assistance?
• Strongly Disagree
• Disagree
• Neither Agree nor Disagree
• Agree
• Strongly Agree
41
Appendix C: Summary of Responses Initial Report
Last Modified: 12/12/2010
Completion Status: Completed 1. What is your age?
# Answer
Response %
1 under 18
2 2%
2 18-22
76 68%
3 23-29
5 5%
4 30-39
2 2%
5 40-49
14 13%
6 50-59
11 10%
7 60 and over
1 1%
Total 111 100%
2. What is your gender?
# Answer
Response %
1 Male
31 28%
2 Female
78 72%
Total 109 100%
Statistic Value
Min Value 1
Max Value 7
Mean 2.88
Variance 2.32
Standard Deviation 1.52
Total Responses 111
Statistic Value
Min Value 1
Max Value 2
Mean 1.72
Variance 0.21
Standard Deviation 0.45
Total Responses 109
42
3. What is your city and state of residence?
Text Response
Responses from the following States: Rhode Island
Connecticut
New Jersey
Massachusetts
Pennsylvania
Washington
New Hampshire
North Carolina
New York
Maine
Ohio
Dallas, Texas
California
Alaska
Maryland
Georgia
Statistic Value
Total Responses 109
43
4. What is your annual household income before taxes?
# Answer
Response %
1 Under $40,000
26 24%
2 $40,000 to $79,999
16 15%
3 $80,000 to $119,999
28 26%
4 $120,000 to $159,999
13 12%
5 $160,000 to $199,999
9 8%
6 $200,000 and over
17 16%
Total 109 100%
Statistic Value
Min Value 1
Max Value 6
Mean 3.13
Variance 2.96
Standard Deviation 1.72
Total Responses 109
44
5. I am knowledgeable about perfume brands.
# Answer
Response %
1 Strongly Disagree
8 10%
2 Disagree
12 15%
3 Somewhat Disagree
8 10%
4 Neither Agree nor Disagree
13 17%
5 Somewhat Agree
24 31%
6 Agree
13 17%
7 Strongly Agree
0 0%
Total 78 100%
6. How often do you purchase perfume for yourself each year?
# Answer
Response %
1 0
15 19%
2 Less than 1
22 28%
3 1
21 27%
4 2
14 18%
5 3
3 4%
6 4
1 1%
7 5 or more
2 3%
Total 78 100%
Statistic Value
Min Value 1
Max Value 6
Mean 3.92
Variance 2.64
Standard Deviation 1.63
Total Responses 78
Statistic Value
Min Value 1
Max Value 7
Mean 2.73
Variance 1.86
Standard Deviation 1.36
Total Responses 78
45
7. How many times a year do you receive perfume as a gift?
# Answer
Response %
1 0
21 27%
2 Less than 1
15 19%
3 1
33 42%
4 2
8 10%
5 3
0 0%
6 4
1 1%
7 5 or more
0 0%
Total 78 100%
8. How often do you receive perfume as a gift per year from the following?
# Question 0 1 2 3 4 5 Responses Mean
1 Parents 44 29 4 0 1 0 78 1.53
2 Family members 51 26 0 0 1 0 78 1.38
3 Friends 67 11 0 0 0 0 78 1.14
4 Significant Other 61 15 2 0 0 0 78 1.24
Statistic Parents Family members Friends Significant Other
Min Value 1 1 1 1
Max Value 5 5 2 3
Mean 1.53 1.38 1.14 1.24
Variance 0.51 0.40 0.12 0.24
Standard Deviation 0.72 0.63 0.35 0.49
Total Responses 78 78 78 78
Statistic Value
Min Value 1
Max Value 6
Mean 2.41
Variance 1.15
Standard Deviation 1.07
Total Responses 78
46
9. Have you ever received perfume from a significant other?
# Answer
Response %
1 Yes
26 33%
2 No
52 67%
Total 78 100%
10. Did you like the choice of perfume for you in regard to the following?
# Question Strongly Disagree
Disagree Somewhat Disagree
Neither Agree
nor Disagree
Somewhat Agree
Agree Strongly Agree
Responses Mean
1 Scent of Perfume
0 0 1 2 0 8 15 26 6.31
2 Brand of Perfume
1 0 1 4 5 9 6 26 5.42
3 Name of Perfume
3 1 1 5 2 8 6 26 4.92
Statistic Scent of Perfume Brand of Perfume Name of Perfume
Min Value 3 1 1
Max Value 7 7 7
Mean 6.31 5.42 4.92
Variance 1.18 2.09 3.91
Standard Deviation 1.09 1.45 1.98
Total Responses 26 26 26
Statistic Value
Min Value 1
Max Value 2
Mean 1.67
Variance 0.23
Standard Deviation 0.47
Total Responses 78
47
11. Is the perfume Happy appealing to you?
# Answer
Response %
1 Strongly Disagree
3 4%
2 Disagree
5 6%
3 Neither Agree nor Disagree
25 32%
4 Agree
37 47%
5 Strongly Agree
8 10%
Total 78 100%
Statistic Value
Min Value 1
Max Value 5
Mean 3.54
Variance 0.82
Standard Deviation 0.91
Total Responses 78
12. Is the gift promotion appealing to you?
# Answer
Response %
1 Strongly Disagree
1 1%
2 Disagree
4 5%
3 Neither Agree nor Disagree
24 31%
4 Agree
43 55%
5 Strongly Agree
6 8%
Total 78 100%
Statistic Value
Min Value 1
Max Value 5
Mean 3.63
Variance 0.57
Standard Deviation 0.76
Total Responses 78
48
13. Are you more likely to smell Happy because of the gift promotion?
# Answer
Response %
1 Strongly Disagree
5 6%
2 Disagree
13 17%
3 Neither Agree nor Disagree
16 21%
4 Agree
34 44%
5 Strongly Agree
10 13%
Total 78 100%
Statistic Value
Min Value 1
Max Value 5
Mean 3.40
Variance 1.23
Standard Deviation 1.11
Total Responses 78
14. Is the perfume Sensuous appealing to you?
# Answer
Response %
1 Strongly Disagree
2 3%
2 Disagree
24 31%
3 Neither Agree nor Disagree
29 37%
4 Agree
22 28%
5 Strongly Agree
1 1%
Total 78 100%
Statistic Value
Min Value 1
Max Value 5
Mean 2.95
Variance 0.75
Standard Deviation 0.87
Total Responses 78
49
15. Is the gift promotion appealing to you?
# Answer
Response %
1 Strongly Disagree
3 4%
2 Disagree
24 31%
3 Neither Agree nor Disagree
26 33%
4 Agree
23 29%
5 Strongly Agree
2 3%
Total 78 100%
Statistic Value
Min Value 1
Max Value 5
Mean 2.96
Variance 0.87
Standard Deviation 0.93
Total Responses 78
16. Are you more likely to smell Sensuous because of the gift promotion?
# Answer
Response %
1 Strongly Disagree
7 9%
2 Disagree
19 24%
3 Neither Agree nor Disagree
26 33%
4 Agree
22 28%
5 Strongly Agree
4 5%
Total 78 100%
Statistic Value
Min Value 1
Max Value 5
Mean 2.96
Variance 1.10
Standard Deviation 1.05
Total Responses 78
50
17. Is the perfume Hypnose Senses appealing to you?
# Answer
Response %
1 Strongly Disagree
1 1%
2 Disagree
15 19%
3 Neither Agree nor Disagree
35 45%
4 Agree
23 29%
5 Strongly Agree
4 5%
Total 78 100%
Statistic Value
Min Value 1
Max Value 5
Mean 3.18
Variance 0.72
Standard Deviation 0.85
Total Responses 78
18. Is the gift promotion appealing to you?
# Answer
Response %
1 Strongly Disagree
1 1%
2 Disagree
18 23%
3 Neither Agree nor Disagree
29 37%
4 Agree
27 35%
5 Strongly Agree
3 4%
Total 78 100%
Statistic Value
Min Value 1
Max Value 5
Mean 3.17
Variance 0.76
Standard Deviation 0.87
Total Responses 78
51
19. Are you more likely to smell Hypnose Senses because of the gift promotion?
# Answer
Response %
1 Strongly Disagree
2 3%
2 Disagree
17 22%
3 Neither Agree nor Disagree
28 36%
4 Agree
28 36%
5 Strongly Agree
3 4%
Total 78 100%
Statistic Value
Min Value 1
Max Value 5
Mean 3.17
Variance 0.82
Standard Deviation 0.90
Total Responses 78
20. Have you seen a perfume promotion in a magazine and decided to smell the perfume because of it?
# Answer
Response %
1 Yes
56 72%
2 No
22 28%
Total 78 100%
Statistic Value
Min Value 1
Max Value 2
Mean 1.28
Variance 0.21
Standard Deviation 0.45
Total Responses 78
52
21. What is the likelihood that you will smell My Glow by Jennifer Lopez and Gucci by Gucci?
# Question Very Unlikely
Unlikely Somewhat Unlikely
Undecided Somewhat Likely
Likely Very Likely
Responses Mean
1
My Glow by Jennifer Lopez
10 6 8 7 26 16 5 78 4.29
2 Gucci by Gucci
10 7 9 10 25 15 2 78 4.10
Statistic My Glow by Jennifer Lopez Gucci by Gucci
Min Value 1 1
Max Value 7 7
Mean 4.29 4.10
Variance 3.25 2.98
Standard Deviation 1.80 1.73
Total Responses 78 78
22. What is the likelihood that you will smell Parisienne by YSL and Kate Moss by Kate Moss?
# Question Very Unlikely
Unlikely Somewhat Unlikely
Undecided Somewhat Likely
Likely Very Likely
Responses Mean
1
Parisienne by Yves Saint Laurent
10 10 11 5 18 19 5 78 4.13
2 Kate Moss by Kate Moss
12 13 18 10 14 8 3 78 3.47
53
Statistic Parisienne by Yves Saint Laurent Kate Moss by Kate Moss
Min Value 1 1
Max Value 7 7
Mean 4.13 3.47
Variance 3.62 2.98
Standard Deviation 1.90 1.73
Total Responses 78 78
23. What is the likelihood that you will smell Marc Jacobs and Beckham Signature?
# Question Very Unlikely
Unlikely Somewhat Unlikely
Undecided Somewhat Likely
Likely Very Likely
Responses Mean
1 Marc Jacobs Perfume
14 20 11 6 13 10 4 78 3.38
2 Beckham Signature Perfume
11 11 11 9 17 13 6 78 3.94
Statistic Marc Jacobs Perfume Beckham Signature Perfume
Min Value 1 1
Max Value 7 7
Mean 3.38 3.94
Variance 3.59 3.59
Standard Deviation 1.89 1.90
Total Responses 78 78
24. Do you own cologne?
# Answer
Response %
1 Yes
27 87%
2 No
4 13%
Total 31 100%
54
Statistic Value
Min Value 1
Max Value 2
Mean 1.13
Variance 0.12
Standard Deviation 0.34
Total Responses 31
25. Do you usually purchase cologne yourself or is it usually a gift?
# Answer
Response %
1 Purchase myself
12 39%
2 Gift
19 61%
Total 31 100%
Statistic Value
Min Value 1
Max Value 2
Mean 1.61
Variance 0.25
Standard Deviation 0.50
Total Responses 31
26. I am knowledgeable of perfume brands.
# Question Strongly Disagree
Disagree Somewhat Disagree
Neither Agree
nor Disagree
Somewhat Agree
Agree Strongly Agree
Responses Mean
1
Knowledge of Perfume Brands
7 7 6 1 7 3 0 31 3.10
55
Statistic Knowledge of Perfume Brands
Min Value 1
Max Value 6
Mean 3.10
Variance 3.02
Standard Deviation 1.74
Total Responses 31
27. Have you ever purchased perfume for a female?
# Answer
Response %
1 Yes
15 48%
2 No
16 52%
Total 31 100%
Statistic Value
Min Value 1
Max Value 2
Mean 1.52
Variance 0.26
Standard Deviation 0.51
Total Responses 31
28. What was the relation of the female to you that you purchased perfume for?
# Answer
Response %
1 Mother
2 13%
2 Girlfriend
9 60%
3 Sister
1 7%
4 Female Friend
3 20%
Total 15 100%
56
Statistic Value
Min Value 1
Max Value 4
Mean 2.33
Variance 0.95
Standard Deviation 0.98
Total Responses 15
29. Did you smell the perfume before purchasing?
# Answer
Response %
1 Yes
13 87%
2 No
2 13%
Total 15 100%
30. Who would you purchase Pleasures for?
# Answer
Response %
1 Mother
11 35%
2 Girlfriend
20 65%
Total 31 100%
31. Who would you purchase Pleasures for?
# Answer
Response %
1 Mother
8 26%
2 Girlfriend
23 74%
Total 31 100%
Statistic Value
Min Value 1
Max Value 2
Mean 1.13
Variance 0.12
Standard Deviation 0.35
Total Responses 15
Statistic Value
Min Value 1
Max Value 2
Mean 1.65
Variance 0.24
Standard Deviation 0.49
Total Responses 31
57
Statistic Value
Min Value 1
Max Value 2
Mean 1.74
Variance 0.20
Standard Deviation 0.44
Total Responses 31
32. Who would you purchase Tresor for?
# Answer
Response %
1 Mother
14 45%
2 Girlfriend
17 55%
Total 31 100%
Statistic Value
Min Value 1
Max Value 2
Mean 1.55
Variance 0.26
Standard Deviation 0.51
Total Responses 31
33. Who would you purchase Tresor for?
# Answer
Response
%
1 Mother
8 26%
2 Girlfriend
23 74%
Total 31 100%
Statistic Value
Min Value 1
Max Value 2
Mean 1.74
Variance 0.20
Standard Deviation 0.44
Total Responses 31
58
34. Who would you purchase Chanel No. 5 for?
# Answer
Response %
1 Mother
11 35%
2 Girlfriend
20 65%
Total 31 100%
35. Who would you purchase Chanel No. 5 for?
# Answer
Response %
1 Mother
7 23%
2 Girlfriend
24 77%
Total 31 100%
36. Who would you purchase J'adore Dior for?
# Answer
Response %
1 Mother
5 16%
2 Girlfriend
26 84%
Total 31 100%
Statistic Value
Min Value 1
Max Value 2
Mean 1.65
Variance 0.24
Standard Deviation 0.49
Total Responses 31
Statistic Value
Min Value 1
Max Value 2
Mean 1.77
Variance 0.18
Standard Deviation 0.43
Total Responses 31
Statistic Value
Min Value 1
Max Value 2
Mean 1.84
Variance 0.14
Standard Deviation 0.37
Total Responses 31
59
37. Who would you purchase J'adore Dior for?
# Answer
Response %
1 Mother
13 42%
2 Girlfriend
18 58%
Total 31 100%
38. Is the perfume Happy appealing to you?
# Answer
Response %
1 Strongly Disagree
2 6%
2 Disagree
12 39%
3 Neither Agree nor Disagree
11 35%
4 Agree
6 19%
5 Strongly Agree
0 0%
Total 31 100%
Statistic Value
Min Value 1
Max Value 4
Mean 2.68
Variance 0.76
Standard Deviation 0.87
Total Responses 31
39. Is the gift promotion appealing to you?
# Answer
Response %
1 Strongly Disagree
1 3%
2 Disagree
9 29%
3 Neither Agree nor Disagree
11 35%
4 Agree
9 29%
5 Strongly Agree
1 3%
Total 31 100%
Statistic Value
Min Value 1
Max Value 2
Mean 1.58
Variance 0.25
Standard Deviation 0.50
Total Responses 31
60
Statistic Value
Min Value 1
Max Value 5
Mean 3.00
Variance 0.87
Standard Deviation 0.93
Total Responses 31
40. Are you more likely to purchase Happy for a female because of the gift promotion?
# Answer
Response %
1 Yes
16 52%
2 No
15 48%
Total 31 100%
Statistic Value
Min Value 1
Max Value 2
Mean 1.48
Variance 0.26
Standard Deviation 0.51
Total Responses 31
61
41. Is the perfume Sensuous appealing to you?
# Answer
Response %
1 Strongly Disagree
0 0%
2 Disagree
4 13%
3 Neither Agree nor Disagree
8 26%
4 Agree
17 55%
5 Strongly Agree
2 6%
Total 31 100%
42. Is the gift promotion appealing to you?
# Answer
Response %
1 Strongly Disagree
2 6%
2 Disagree
2 6%
3 Neither Agree nor Disagree
14 45%
4 Agree
12 39%
5 Strongly Agree
1 3%
Total 31 100%
Statistic Value
Min Value 1
Max Value 5
Mean 3.26
Variance 0.80
Standard Deviation 0.89
Total Responses 31
Statistic Value
Min Value 2
Max Value 5
Mean 3.55
Variance 0.66
Standard Deviation 0.81
Total Responses 31
62
43. Are you more likely to purchase Sensuous for a female because of the gift promotion?
# Answer
Response %
1 Yes
19 61%
2 No
12 39%
Total 31 100%
44. Is the perfume Hypnose Senses appealing to you?
# Answer
Response %
1 Strongly Disagree
2 6%
2 Disagree
5 16%
3 Neither Agree nor Disagree
9 29%
4 Agree
12 39%
5 Strongly Agree
3 10%
Total 31 100%
Statistic Value
Min Value 1
Max Value 5
Mean 3.29
Variance 1.15
Standard Deviation 1.07
Total Responses 31
45. Is the gift promotion appealing to you?
# Answer
Response %
1 Strongly Disagree
1 3%
2 Disagree
3 10%
3 Neither Agree nor Disagree
15 48%
4 Agree
12 39%
5 Strongly Agree
0 0%
Total 31 100%
Statistic Value
Min Value 1
Max Value 2
Mean 1.39
Variance 0.25
Standard Deviation 0.50
Total Responses 31
63
Statistic Value
Min Value 1
Max Value 4
Mean 3.23
Variance 0.58
Standard Deviation 0.76
Total Responses 31
46. Are you more likely to purchase Hypnose Senses for a female because of the gift promotion?
# Answer
Response %
1 Yes
17 55%
2 No
14 45%
Total 31 100%
47. Have you ever seen a promotion for perfume and taken advantage of it when purchasing a gift for a female?
# Answer
Response %
1 Yes
7 23%
2 No
24 77%
Total 31 100%
Statistic Value
Min Value 1
Max Value 2
Mean 1.45
Variance 0.26
Standard Deviation 0.51
Total Responses 31
Statistic Value
Min Value 1
Max Value 2
Mean 1.77
Variance 0.18
Standard Deviation 0.43
Total Responses 31
64
48. If a female perfume ad with a gift promotion was in a male magazine that you frequently read, will you consider purchasing that perfume as a gift?
# Answer
Response %
1 Definitely will not
4 13%
2 Probably will not
6 19%
3 Don't know
11 35%
4 Probably will
9 29%
5 Definitely will
1 3%
Total 31 100%
Statistic Value
Min Value 1
Max Value 5
Mean 2.90
Variance 1.16
Standard Deviation 1.08
Total Responses 31
49. If a female perfume ad that contained a scent strip was in a magazine you frequently read, will you smell the scent strip?
# Answer
Response %
1 Definitely will not
1 3%
2 Probably will not
6 19%
3 Don't know
3 10%
4 Probably will
15 48%
5 Definitely will
6 19%
Total 31 100%
Statistic Value
Min Value 1
Max Value 5
Mean 3.61
Variance 1.25
Standard Deviation 1.12
Total Responses 31
65
50. Rate your likelihood to use a salesperson at a store when looking at perfume or cologne.
# Answer
Response %
1 Definitely will not
13 12%
2 Probably will not
47 43%
3 Don't know
10 9%
4 Probably will
31 28%
5 Definitely will
8 7%
Total 109 100%
51. Are salespeople effective or ineffective in your purchase decisions for perfume or cologne?
# Answer
Response %
1 Very Ineffective
9 8%
2 Ineffective
21 19%
3 Somewhat Ineffective
18 17%
4 Neither Effective nor Ineffective
20 18%
5 Somewhat Effective
21 19%
6 Effective
17 16%
7 Very Effective
3 3%
Total 109 100%
Statistic Value
Min Value 1
Max Value 7
Mean 3.79
Variance 2.72
Standard Deviation 1.65
Total Responses 109
Statistic Value
Min Value 1
Max Value 5
Mean 2.76
Variance 1.44
Standard Deviation 1.20
Total Responses 109
66
52. Does the appearance of the salesperson affect your decision to use their assistance?
# Answer
Response %
1 Strongly Disagree
9 8%
2 Disagree
15 14%
3 Neither Agree nor Disagree
32 29%
4 Agree
43 39%
5 Strongly Agree
10 9%
Total 109 100%
Statistic Value
Min Value 1
Max Value 5
Mean 3.28
Variance 1.16
Standard Deviation 1.08
Total Responses 109
67
Appendix D: SPSS Results Hypothesis #1: Celebrity vs. Model
Paired Samples Statistics
What is your age? What is your gender? Mean N Std. Deviation Std. Error Mean
18-22 Male Pair 1 Who would you purchase
Pleasures for? (Gwyneth
Paltrow)
1.68 25 .476 .095
Who would you purchase
Pleasures for? (model)
1.72 25 .458 .092
Pair 2 Who would you purchase
Tresor for? (Penelope Cruz)
1.56 25 .507 .101
Who would you purchase
Tresor for? (model)
1.76 25 .436 .087
Pair 3 Who would you purchase
Chanel No. 5 for? (Nicole
Kidman)
1.68 25 .476 .095
Who would you purchase
Chanel No. 5 for? (model)
1.76 25 .436 .087
Pair 4 Who would you purchase
J'adore Dior for? (Charlize
Theron)
1.88 25 .332 .066
Who would you purchase
J'adore Dior for? (model)
1.60 25 .500 .100
68
Paired Samples T-Test
What is
your
age? What is your gender?
Paired Differences
t df
Sig. (2-
tailed) Mean
Std.
Deviation
Std.
Error
Mean
95% Confidence
Interval of the
Difference
Lower Upper
18-22 Male Pair
1
Who would you purchase Pleasures
for? (Gwyneth Paltrow) - Who
would you purchase Pleasures for?
(model)
-.040 .735 .147 -.343 .263 -.272 24 .788
Pair
2
Who would you purchase Tresor
for? (Penelope Cruz) - Who would
you purchase Tresor for? (model)
-.200 .500 .100 -.406 .006 -
2.000
24 .057
Pair
3
Who would you purchase Chanel
No. 5 for? (Nicole Kidman) - Who
would you purchase Chanel No. 5
for? (model)
-.080 .759 .152 -.393 .233 -.527 24 .603
Pair
4
Who would you purchase J'adore
Dior for? (Charlize Theron) - Who
would you purchase J'adore Dior
for? (model)
.280 .614 .123 .027 .533 2.281 24 .032
69
Hypothesis #2: Celebrity Endorsed vs. Celebrity Brand
Paired Samples Correlations
What is
your age? What is your gender? N Correlation Sig.
18-22 Female Pair 1 What is the likelihood that you will smell My Glow by Jennifer Lopez
and Gucci by Gucci?-My Glow by Jennifer Lopez & What is the
likelihood that you will smell My Glow by Jennifer Lopez and Gucci
by Gucci?-Gucci by Gucci
50 .117 .419
Pair 2 What is the likelihood that you will smell Parisienne by YSL and Kate
Moss by Kate Moss?-Parisienne by Yves Saint Laurent & What is the
likelihood that you will smell Parisienne by YSL and Kate Moss by
Kate Moss?-Kate Moss by Kate Moss
50 .431 .002
Pair 3 What is the likelihood that you will smell Marc Jacobs and Beckham
Signature?-Marc Jacobs Perfume & What is the likelihood that you
will smell Marc Jacobs and Beckham Signature?-Beckham Signature
Perfume
50 .159 .270
70
Paired Samples Statistics
What is your age? What is your gender? Mean N Std. Deviation Std. Error Mean
Female Pair 1 What is the likelihood that you
will smell My Glow by Jennifer
Lopez and Gucci by Gucci?-My
Glow by Jennifer Lopez
4.40 50 1.750 .247
What is the likelihood that you
will smell My Glow by Jennifer
Lopez and Gucci by Gucci?-
Gucci by Gucci
4.44 50 1.618 .229
Pair 2 What is the likelihood that you
will smell Parisienne by YSL
and Kate Moss by Kate Moss?-
Parisienne by Yves Saint
Laurent
4.64 50 1.711 .242
What is the likelihood that you
will smell Parisienne by YSL
and Kate Moss by Kate Moss?-
Kate Moss by Kate Moss
3.78 50 1.632 .231
Pair 3 What is the likelihood that you
will smell Marc Jacobs and
Beckham Signature?-Marc
Jacobs Perfume
3.76 50 1.912 .270
What is the likelihood that you
will smell Marc Jacobs and
Beckham Signature?-Beckham
Signature Perfume
4.38 50 1.783 .252
71
Paired Samples T-Test
What
is your
age? What is your gender?
Paired Differences
t df
Sig. (2-
tailed) Mean
Std.
Deviation
Std.
Error
Mean
95% Confidence
Interval of the
Difference
Lower Upper
18-22 Female Pair
1
What is the likelihood that you
will smell My Glow by Jennifer
Lopez and Gucci by Gucci?-My
Glow by Jennifer Lopez - What is
the likelihood that you will smell
My Glow by Jennifer Lopez and
Gucci by Gucci?-Gucci by Gucci
-.040 2.240 .317 -.677 .597 -.126 49 .900
Pair
2
What is the likelihood that you
will smell Parisienne by YSL and
Kate Moss by Kate Moss?-
Parisienne by Yves Saint Laurent -
What is the likelihood that you
will smell Parisienne by YSL and
Kate Moss by Kate Moss?-Kate
Moss by Kate Moss
.860 1.784 .252 .353 1.367 3.408 49 .001
Pair
3
What is the likelihood that you
will smell Marc Jacobs and
Beckham Signature?-Marc Jacobs
Perfume - What is the likelihood
that you will smell Marc Jacobs
and Beckham Signature?-
Beckham Signature Perfume
-.620 2.398 .339 -1.302 .062 -
1.828
49 .074
72
Hypothesis # 3: Product Promotions
Case Processing Summary
What is your age?
Cases
Valid Missing Total
N Percent N Percent N Percent
18-22 What is your gender? * Are you
more likely to purchase Happy
because of the gift promotion?
64 85.3% 11 14.7% 75 100.0%
What is your gender? * Are you
more likely to purchase
Sensuous because of the gift
promotion?
58 77.3% 17 22.7% 75 100.0%
What is your gender? * Are you
more likely to purchase
Hypnose Senses because of the
gift promotion?
57 76.0% 18 24.0% 75 100.0%
Crosstab
What is your age?
Are you more likely to purchase
Happy because of the gift promotion?
Total Yes No
18-22 What is your gender? Male 15 10 25
Female 11 28 39
Total 26 38 64
73
Chi-Square Tests
What is your age? Value df
Asymp. Sig. (2-
sided)
Exact Sig. (2-
sided)
Exact Sig. (1-
sided)
18-22 Pearson Chi-Square 6.385a 1 .012
Continuity Correctionb 5.135 1 .023
Likelihood Ratio 6.408 1 .011
Fisher's Exact Test .018 .012
Linear-by-Linear Association 6.285 1 .012
N of Valid Cases 64
Crosstab
What is your age?
Are you more likely to purchase
Sensuous because of the gift
promotion?
Total Yes No
18-22 What is your gender? Male 17 8 25
Female 16 17 33
Total 33 25 58
Symmetric Measures
What is your age? Value Asymp. Std. Errora Approx. Tb Approx. Sig.
18-22 Interval by Interval Pearson's R .316 .121 2.621 .011c
Ordinal by Ordinal Spearman Correlation .316 .121 2.621 .011c
N of Valid Cases 64
74
Chi-Square Tests
What is your age? Value df
Asymp. Sig. (2-
sided)
Exact Sig. (2-
sided)
Exact Sig. (1-
sided)
18-22 Pearson Chi-Square 2.209a 1 .137
Continuity Correctionb 1.485 1 .223
Likelihood Ratio 2.237 1 .135
Fisher's Exact Test .183 .111
Linear-by-Linear Association 2.171 1 .141
N of Valid Cases 58
Symmetric Measures
What is your age? Value
Asymp. Std.
Errora Approx. Tb Approx. Sig.
18-22 Interval by Interval Pearson's R .195 .127 1.489 .142c
Ordinal by Ordinal Spearman Correlation .195 .127 1.489 .142c
N of Valid Cases 58
Crosstab
What is your age?
Are you more likely to purchase
Hypnose Senses because of the gift
promotion?
Total Yes No
18-22 What is your gender? Male 15 10 25
Female 10 22 32
Total 25 32 57
75
Chi-Square Tests
What is your age? Value df
Asymp. Sig. (2-
sided)
Exact Sig. (2-
sided)
Exact Sig. (1-
sided)
18-22 Pearson Chi-Square 4.711a 1 .030
Continuity Correctionb 3.616 1 .057
Likelihood Ratio 4.757 1 .029
Fisher's Exact Test .036 .028
Linear-by-Linear Association 4.629 1 .031
N of Valid Cases 57
Symmetric Measures
What is your age? Value
Asymp. Std.
Errora Approx. Tb Approx. Sig.
18-22 Interval by Interval Pearson's R .288 .128 2.226 .030c
Ordinal by Ordinal Spearman Correlation .288 .128 2.226 .030c
N of Valid Cases 57
76
Hypothesis #4: Effects of Sale Associate
Group Statistics
What is your age? What is your gender? N Mean Std. Deviation Std. Error Mean
18-22 Are salespeople effective or
ineffective in your purchase
decisions for perfume or
cologne?
Male 25 4.80 1.633 .327
Female 50 3.42 1.401 .198
Rate your likelihood to use a
salesperson at a store when
looking at perfume or cologne.
Male 25 3.36 1.254 .251
Female 50 2.48 1.092 .154
Does the appearance of the
salesperson affect your
decision to use their
assistance?
Male 25 3.88 .833 .167
Female 50 2.96 1.087 .154
77
Independent Samples Test
What is your age?
Levene's Test
for Equality of
Variances t-test for Equality of Means
F Sig. t df
Sig. (2-
tailed)
Mean
Difference
Std. Error
Difference
95% Confidence
Interval of the
Difference
Lower Upper
18-
22
Are salespeople
effective or
ineffective in your
purchase decisions
for perfume or
cologne?
Equal
variances
assumed
.257 .614 3.803 73 .000 1.380 .363 .657 2.103
Equal
variances
not
assumed
3.613 42.122 .001 1.380 .382 .609 2.151
Rate your
likelihood to use a
salesperson at a
store when looking
at perfume or
cologne.
Equal
variances
assumed
2.765 .101 3.129 73 .003 .880 .281 .319 1.441
Equal
variances
not
assumed
2.987 42.653 .005 .880 .295 .286 1.474
Does the
appearance of the
salesperson affect
your decision to
use their
assistance?
Equal
variances
assumed
3.043 .085 3.716 73 .000 .920 .248 .427 1.413
Equal
variances
not
assumed
4.059 60.739 .000 .920 .227 .467 1.373
78
Appendix E: Glossaryvii
Terms found in “Essentials of Marketing Research” by Zikmund and Babin. Page numbers cited.
• Acquiescence bias: a tendency for respondents to agree with all or most questions as of them in a survey (152)
• Administrative error: an error caused by the improper administration or execution of the research task (153)
• Balanced rating scale: a fixed-alternative rating scale with an equal number of positive and negative categories; a neutral point or point of indifference is at the center of the scale (261-262)
• Category scale: a rating scale that consists of several response categories, often providing respondents with alternatives to indicate positions on a continuum (253-254)
• Causal research: allows causal inference to be made; seeks to identify cause-and-effect relationships (47)
• Chi-square (χ2 ) test: provides a means for testing the statistical significance of relationships among two less-than interval variables (375)
• Confidence level: a percentage or decimal value that tells how confident a researcher can be about being correct; it states the long-run percentage of confidence intervals that will include the true population mean (341)
• Confound: an experimental confound means that there is an alternative explanation beyond the experimental variables for any observed differences in the dependent variable (216)
• Constancy of conditions: subjects in all experimental groups are exposed to identical conditions except for the differing experimental treatments (220)
• Convenience sampling: the sampling procedure of obtaining those people or units that are most conveniently available (312)
• Covariate: a continuous variable included in the statistical analysis as a way of statistically controlling for variance due to that variable (210)
• Degree(s) of Freedom: the number of values in the final calculation of a statistic that are free to vary
• Descriptive Research: describes characteristics of objects, people, groups, organizations, or environments; tries to “paint a picture” of a given situation (45)
• Dummy coding: numeric “1” or “0” coding where each number represents an alternate response, used for nominal data (353)
• External Validity: the accuracy with which experimental results can be generalized beyond the experimental subjects (224-225)
• Granularity: level of detail considered in a model or decision making process
• Independent samples t-test: a test for hypotheses stating that the mean scores for some interval- or ratio-scaled variable grouped based on some less-than interval classificatory variable are not the same (378)
• Interval scales: Scales that have both nominal and ordinal properties, but that also capture information about differences in quantities of a concept from one observation to the next (244)
• Interviewer bias: a response bias that occurs because the presence of the interviewer influences respondent’s answers (152)
• Leading questions: a question that suggests or implies certain answers (276)
79
• Likert scale: a measure of attitudes designed to allow respondents to rate how strongly they agree or disagree with carefully constructed statements, ranging from very positive to very negative attitudes toward some object (255)
• Loaded questions: a question that suggests a socially desirable answer or is emotionally charged (276)
• Main effect: the experimental difference in dependent variable means between the different levels of any single experimental variable (210)
• Mortality effect: occurs when some subjects withdraw from the experiment before it is completed (224)
• Nominal scales: values are assigned to an object for identification or classification purposes only (242)
• Nonprobability sampling: a sampling technique in which units of the sample are selected on the basis of personal judgment or convenience; the probability of any particular member of the population being chosen is unknown (311)
• Ordinal scales: ranking scales allowing things to be arranged based on how much of some concept they possess (242)
• Paired samples t-test: an appropriate test for comparing the scores of two interval variables drawn from related populations(382)
• Pretest: a small-scale study in which the results are only preliminary and intended only to assist in design of a subsequent study (54)
• P-value: probability value, or the observed or computed significance level; p-values are compared to significance levels to test hypotheses(366)
• Repeated measures: experiments in which an individual subject is exposed to more than one level of an experimental treatment (216)
• Respondents: people who verbally answer an interviewer’s questions or provide answers to written questions (146)
• Response bias: a bias that occurs when respondents either consciously or unconsciously tend to answer questions with a certain slant that misrepresents the truth(151)
• Sample selection error: an administrative error caused by improper sample design or sampling procedure execution (153)
• Sampling frame: a list of elements from which a sample may be drawn; also called working population (306)
• Self-administered survey: a survey in which respondents answer questions directly on a questionnaire without an interviewer's interaction (275)
• Self-selection bias: a bias that occurs because people who feel strongly about a subject are more likely to respond to survey questions than people who feel indifferent about it (150)
• Social desirability bias: Bias in responses caused by respondents’ desire, either conscious or unconscious, to gain prestige or appear in a different social role (153)
• Spurious association: covariation between a cause and effect may be due to some other variable (48)
• Subjects: the sampling unit for an experiment, usually human respondents who provide measures based on the experimental manipulation (209)
• Within-subjects design: involves repeated measures because with each treatment the same subject is measured. Has lower internal validity than between- subjects designs (222
80
IX. Endnotes i "About the Perfume Industry - Worldwide Perfume Distributors Business Opportunity."Worldwide Perfume Distributors Business Opportunity - Start Your Own Business. Web. 09 Dec. 2010. http://www.worldwideperfume.com/perfume-industry.html ii "The Fragrance Industry." Web. 09 Dec. 2010. http://pw1.netcom.com/~bcb56/industry.htm iii "About the Perfume Industry - Worldwide Perfume Distributors Business Opportunity."Worldwide Perfume Distributors Business Opportunity - Start Your Own Business. Web. 09 Dec. 2010. http://www.worldwideperfume.com/perfume-industry.html iv Kamins, Michael A. "An Investigation into the "Match-up" Hypothesis in Celebrity Advertising: When Beauty May Be Only Skin Deep." Journal of Advertising 19.1 (1990): 4-13. JSTOR. Web. 09 Dec. 2010. <http://www.jstor.org/action/exportSingleCitation?singleCitation=true&suffix=10.2307%2F4188750>. v Julie Naughton, and Pete Born. "J.Lo And Halle: Mothers Of Invention. " WWD 4 Jun 2010: ABI/INFORM Trade & Industry, ProQuest. Web. 11 Dec. 2010. vi "Global Fragrances & Perfumes Market to Reach $33.6 Billion in 2012, According to New Report by Global Industry Analysts." Press Release Distribution - Submit Press Releases Online - PRWeb. 11 Nov. 2008. Web. 09 Dec. 2010. <http://www.prweb.com/releases/fragrance_perfume/men_women_unisex/prweb1595274.htm>. vii Zikmund, William G., and Barry J. Babin. Essentials of Marketing Research. Fourth ed. Mason, OH: South-Western/CENGAGE Learning, 2010. Print.