Original vs Smell-alike : a study of purchase intention drivers in the perfumes category
Autor(a) principal: | |
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Data de Publicação: | 2019 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/26987 |
Resumo: | This study aims to understand which factors influence the purchase intention of perfumes by making a comparative analysis between original and imitation perfume brands. The latter have the exactly same fragrance as the original perfume but they are sold at a much lower price. Therefore, this evidence of a possible threat for original perfume retailers is going to be demystified. The theory of planned behavior was applied in order to understand what drives purchase intention. Furthermore, it was hypothesized that there is a performance and social risk associated with the purchase of perfumes and that could be the factor that differentiates the intention to purchase original perfumes instead of imitations. An online survey was conducted and the main findings were that attitude, subjective norms and perceived behavioral control impact positively the purchase intention of perfumes. Moreover, when a customer believes that there is a price-quality inference relation, they tend to have a negative attitude towards imitation perfumes. Additionally, only performance risk influences negatively the purchase intention of perfumes. Finally, there was no evidence of differences between all the drivers influencing purchase intention regardless the kind of perfume. This study would be helpful for all managers of perfumes to gain insights in a way to increase consumers purchase intention. Improvement of quality perceptions, ensure good guarantees supported by good services, certify easy availability of resources and opportunities and launch marketing campaigns encouraging word-of-mouth communication are some possible strategies presented as main conclusions. |
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Original vs Smell-alike : a study of purchase intention drivers in the perfumes categoryDomínio/Área Científica::Ciências Sociais::Economia e GestãoThis study aims to understand which factors influence the purchase intention of perfumes by making a comparative analysis between original and imitation perfume brands. The latter have the exactly same fragrance as the original perfume but they are sold at a much lower price. Therefore, this evidence of a possible threat for original perfume retailers is going to be demystified. The theory of planned behavior was applied in order to understand what drives purchase intention. Furthermore, it was hypothesized that there is a performance and social risk associated with the purchase of perfumes and that could be the factor that differentiates the intention to purchase original perfumes instead of imitations. An online survey was conducted and the main findings were that attitude, subjective norms and perceived behavioral control impact positively the purchase intention of perfumes. Moreover, when a customer believes that there is a price-quality inference relation, they tend to have a negative attitude towards imitation perfumes. Additionally, only performance risk influences negatively the purchase intention of perfumes. Finally, there was no evidence of differences between all the drivers influencing purchase intention regardless the kind of perfume. This study would be helpful for all managers of perfumes to gain insights in a way to increase consumers purchase intention. Improvement of quality perceptions, ensure good guarantees supported by good services, certify easy availability of resources and opportunities and launch marketing campaigns encouraging word-of-mouth communication are some possible strategies presented as main conclusions.Este estudo teve como objetivo compreender quais os fatores que influenciam a intenção de compra de perfumes, realizando uma análise comparativa entre marcas de perfume originais e imitações. Estas últimas, têm uma fragrância equivalente aos originais, mas possuem preços inferiores. Consequentemente, este estudo irá desmistificar esta possível ameaça para os retalhistas de perfumes originais. A teoria do comportamento planeado foi utilizada como base para entender o que impulsiona a intenção de compra de perfumes. Além disso, foi prevista a existência de um risco social e de performance associados à compra, que foram considerados fatores diferenciadores da intenção de compra de perfumes originais ao invés de imitações. Posteriormente, foi realizado um inquérito online que concluiu que a atitude, as normas subjetivas e o controlo comportamental percecionado influenciam positivamente a intenção de compra. Além disso, quando um consumidor acredita na relação preço-qualidade, este tende a ter uma atitude negativa para com as fragrâncias equivalentes. Adicionalmente, existe um risco de performance que afeta negativamente a intenção de compra de perfumes. Concluindo, não foram encontradas diferenças evidentes entre os fatores que influenciam a intenção de compra de perfumes originais versus imitações. Por fim, este estudo será útil para gerentes de perfumes, sendo que podem aplicar estratégias de forma a aumentar a intenção de compra. Melhorar as perceções de qualidade, assegurar boas garantias apoiadas por bons serviços, certificar a disponibilidade de recursos e oportunidades e lançar de campanhas de marketing incentivando a comunicação boca-a-boca são algumas estratégias apresentadas como principais conclusões.Romeiro, PauloVeritati - Repositório Institucional da Universidade Católica PortuguesaSerina, Inês Pinto2019-02-22T15:12:54Z2019-02-0820192019-02-08T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/26987TID:202170578enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-12T17:32:29Zoai:repositorio.ucp.pt:10400.14/26987Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:21:34.935409Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Original vs Smell-alike : a study of purchase intention drivers in the perfumes category |
title |
Original vs Smell-alike : a study of purchase intention drivers in the perfumes category |
spellingShingle |
Original vs Smell-alike : a study of purchase intention drivers in the perfumes category Serina, Inês Pinto Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Original vs Smell-alike : a study of purchase intention drivers in the perfumes category |
title_full |
Original vs Smell-alike : a study of purchase intention drivers in the perfumes category |
title_fullStr |
Original vs Smell-alike : a study of purchase intention drivers in the perfumes category |
title_full_unstemmed |
Original vs Smell-alike : a study of purchase intention drivers in the perfumes category |
title_sort |
Original vs Smell-alike : a study of purchase intention drivers in the perfumes category |
author |
Serina, Inês Pinto |
author_facet |
Serina, Inês Pinto |
author_role |
author |
dc.contributor.none.fl_str_mv |
Romeiro, Paulo Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Serina, Inês Pinto |
dc.subject.por.fl_str_mv |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
This study aims to understand which factors influence the purchase intention of perfumes by making a comparative analysis between original and imitation perfume brands. The latter have the exactly same fragrance as the original perfume but they are sold at a much lower price. Therefore, this evidence of a possible threat for original perfume retailers is going to be demystified. The theory of planned behavior was applied in order to understand what drives purchase intention. Furthermore, it was hypothesized that there is a performance and social risk associated with the purchase of perfumes and that could be the factor that differentiates the intention to purchase original perfumes instead of imitations. An online survey was conducted and the main findings were that attitude, subjective norms and perceived behavioral control impact positively the purchase intention of perfumes. Moreover, when a customer believes that there is a price-quality inference relation, they tend to have a negative attitude towards imitation perfumes. Additionally, only performance risk influences negatively the purchase intention of perfumes. Finally, there was no evidence of differences between all the drivers influencing purchase intention regardless the kind of perfume. This study would be helpful for all managers of perfumes to gain insights in a way to increase consumers purchase intention. Improvement of quality perceptions, ensure good guarantees supported by good services, certify easy availability of resources and opportunities and launch marketing campaigns encouraging word-of-mouth communication are some possible strategies presented as main conclusions. |
publishDate |
2019 |
dc.date.none.fl_str_mv |
2019-02-22T15:12:54Z 2019-02-08 2019 2019-02-08T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/26987 TID:202170578 |
url |
http://hdl.handle.net/10400.14/26987 |
identifier_str_mv |
TID:202170578 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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1799131917666222080 |