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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VIII. Appendices Appendix A: PowerPoint Presentation

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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?


10. Are you more likely to smell Happy because of the gift promotion?


27

This is a gift promotional advertisement for Estee Lauder Sensuous.

Is the perfume Sensuous appealing to you?




Are you more likely to smell Sensuous because of the gift promotion?


28

This is a gift promotional advertisement for Lancôme Hypnôse Senses.

Is the perfume Hypnôse Senses appealing to you?




Are you more likely to smell Hypnôse Senses because of the gift promotion?


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



• 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?


• Disagree


• Agree

• Strongly Agree



• 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?


• Disagree


• Agree

• Strongly Agree



• 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?



• 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.



• 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?


• 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


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


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


Total Responses 78

Statistic Value

Min Value 1

Max Value 7

Mean 2.73

Variance 1.86


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


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


Neither Agree

nor Disagree

Somewhat 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


Total Responses 78

47

11. Is the perfume Happy appealing to you?

# Answer

Response %

1 Strongly Disagree

3 4%

2 Disagree

5 6%


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


Total Responses 78

12. Is the gift promotion appealing to you?

# Answer

Response %

1 Strongly Disagree

1 1%

2 Disagree

4 5%


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


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%


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


Total Responses 78

14. Is the perfume Sensuous appealing to you?

# Answer

Response %

1 Strongly Disagree

2 3%

2 Disagree

24 31%


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


Total Responses 78

49


# Answer

Response %

1 Strongly Disagree

3 4%

2 Disagree

24 31%


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


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%


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


Total Responses 78

50

17. Is the perfume Hypnose Senses appealing to you?

# Answer

Response %

1 Strongly Disagree

1 1%

2 Disagree

15 19%


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


Total Responses 78


# Answer

Response %

1 Strongly Disagree

1 1%

2 Disagree

18 23%


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


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%


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


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


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


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?




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



23. What is the likelihood that you will smell Marc Jacobs and Beckham Signature?




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



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


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


Total Responses 31

26. I am knowledgeable of perfume brands.

# Question Strongly Disagree


Neither Agree

nor Disagree

Somewhat 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


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


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


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


Total Responses 15

Statistic Value

Min Value 1

Max Value 2

Mean 1.65

Variance 0.24


Total Responses 31

57

Statistic Value

Min Value 1

Max Value 2

Mean 1.74

Variance 0.20


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


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


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


Total Responses 31

Statistic Value

Min Value 1

Max Value 2

Mean 1.77

Variance 0.18


Total Responses 31

Statistic Value

Min Value 1

Max Value 2

Mean 1.84

Variance 0.14


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%


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


Total Responses 31


# Answer

Response %

1 Strongly Disagree

1 3%

2 Disagree

9 29%


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


Total Responses 31

60

Statistic Value

Min Value 1

Max Value 5

Mean 3.00

Variance 0.87


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


Total Responses 31

61

41. Is the perfume Sensuous appealing to you?

# Answer

Response %

1 Strongly Disagree

0 0%

2 Disagree

4 13%


8 26%

4 Agree

17 55%

5 Strongly Agree

2 6%

Total 31 100%


# Answer

Response %

1 Strongly Disagree

2 6%

2 Disagree

2 6%


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


Total Responses 31

Statistic Value

Min Value 2

Max Value 5

Mean 3.55

Variance 0.66


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%


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


Total Responses 31


# Answer

Response %

1 Strongly Disagree

1 3%

2 Disagree

3 10%


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


Total Responses 31

63

Statistic Value

Min Value 1

Max Value 4

Mean 3.23

Variance 0.58


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


Total Responses 31

Statistic Value

Min Value 1

Max Value 2

Mean 1.77

Variance 0.18


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


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 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


Total Responses 31

65

50. Rate your likelihood to use a salesperson at a store when looking at perfume or cologne.

# Answer

Response %


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


Total Responses 109

Statistic Value

Min Value 1

Max Value 5

Mean 2.76

Variance 1.44


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%


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


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


Tresor for? (model)

1.76 25 .436 .087


Chanel No. 5 for? (Nicole

Kidman)

1.68 25 .476 .095


Chanel No. 5 for? (model)

1.76 25 .436 .087


J'adore Dior for? (Charlize

Theron)

1.88 25 .332 .066


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


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


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



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



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


will smell Parisienne by YSL and

Kate Moss by Kate Moss?-

Parisienne by Yves Saint Laurent -


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



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?


Sensuous because of the gift

promotion?

Total Yes No


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


Asymp. Sig. (2-

sided)

Exact Sig. (2-

sided)

Exact Sig. (1-

sided)






N of Valid Cases 58

Symmetric Measures

What is your age? Value

Asymp. Std.

Errora Approx. Tb Approx. Sig.



N of Valid Cases 58

Crosstab

What is your age?


Hypnose Senses because of the gift

promotion?

Total Yes No


Female 10 22 32

Total 25 32 57

75

Chi-Square Tests


Asymp. Sig. (2-

sided)

Exact Sig. (2-

sided)

Exact Sig. (1-

sided)






N of Valid Cases 57

Symmetric Measures

What is your age? Value

Asymp. Std.

Errora Approx. Tb Approx. Sig.



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.

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