العوامل المؤثرة في اختيار ماركة العطور النسائية : دراسة استطلاعية في منطقة عمان الكبرى بالأردن

Abstract EN

This study aims to determine the factors that affect the selection of a specific brand name of perfumes, and to determine the relative importance for each factor.

It also aims to define the influence of reference groups on the selection process of a specific brand name of women’s perfumes.

The population of this study includes all Jordanian women who consume perfumes, and due to their substantial size, a convenience sample has been chosen.

Fully one thousand questionnaires have been distributed, whereas (732) questionnaires were collected back.

Thus, the response rate was (73.2%).

The results of this study indicate the following: The influence of certain demographic factors (age, monthly income, occupation’s nature, social status) on the selection of a women’s perfume trade mark is high.

Whereas education level, housing type, and the number of households in a family have no influence on the selection of a women's brand of perfumes.

The influence of certain marketing mix elements (perfume quality, price, promotion, distribution) on the selection of women’s perfume trade mark was found to be positive.

The influence of factors relevant to product (brand name reputation, country of origin, size and shape of bottle, Trade mark imitation) was found to have a positive effect on the decision.

The study confirmed that the quality is the most effective factor on the selection decision, followed by reputation, price and the country of origin factors.

The study confirmed the influence of reference groups (family, friends, peers at work) on the selection of a specific brand of women’s perfume.

The study concluded the following recommendations: Marketers and concerned decision-makers should pay attention to the differences among women demographic factors and the factors involved with the marketing mix, which affect their selection decision.

Marketers and concerned decision-makers have to determine the targeted market, the perfume market demographic characteristics and the appropriate marketing mix strategies needed to serve this market.

They need to concentrate on reference groups as one of the most important information source, and give attention to certain products, promotion and price which aim to influence these sources.

Marketers and concerned decision-makers have to conduct periodic studies to determine the strong and weak points of their marketing mix and conduct the necessary adjustments needed from time to time.