Filipino Use of Designer and Luxury Perfumes: A Pilot Study of Consumer Behavior

John Paul P. Miranda; Maria Anna David-Cruz; Aira May T. Balancio-Canlas; Dina D. Gonzales; Ma. Rebecca G. Del Rosario; Joseph Alexander Bansil

John Paul P. Miranda Don Honorio Ventura State University http://orcid.org/0000-0003-2059-972X
Maria Anna David-Cruz Don Honorio Ventura State University
Aira May T. Balancio-Canlas Don Honorio Ventura State University
Dina D. Gonzales Don Honorio Ventura State University
Ma. Rebecca G. Del Rosario Don Honorio Ventura State University
Joseph Alexander Bansil Don Honorio Ventura State University, Philippines

Keywords: Filipino consumers, designer perfumes, consumer behavior, consumer preferences, perfume usage patterns

Abstract

This study investigates the usage patterns and purposes of designer perfumes among Filipino consumers, employing purposive and snowball sampling methods as non-probability sampling techniques. Data was collected using Google Forms, and the majority of respondents purchased full bottles of designer perfumes from retailers, wholesalers, and physical stores, with occasional “blind purchases.” Daily usage was common, with respondents applying an average of 5.88 sprays in the morning, favoring fresh scent notes and Eau De Parfum concentration. They exhibited a tendency to alternate perfumes daily, selecting different scent profiles according to the Philippine climate. The study reveals that Filipino respondents primarily use designer perfumes to achieve a pleasant and fresh fragrance. Additionally, these perfumes play a role in boosting self-esteem, elevating mood, and enhancing personal presentation. Some respondents reported fewer common applications, such as using perfume to address insomnia and migraines. Overall, the research highlights the significant role of perfume in the grooming routine of Filipino consumers. This study represents the first attempt to comprehend the perfume usage patterns and purposes specifically within the Filipino context. Consequently, its findings are invaluable for manufacturers and marketers targeting the Filipino market, providing insights into consumer preferences and motivations.

Author Biographies

John Paul P. Miranda, Don Honorio Ventura State University

John Paul P. Miranda is an associate professor at Don Honorio Ventura State University – Mexico Campus and concurrently serves as the project head for international linkages and partnerships at the Office for International Partnerships and Programs at the same institution.

Maria Anna David-Cruz, Don Honorio Ventura State University

Maria Anna D. Cruz is the current Area Chairperson for the College of Industrial Technology and Hospitality Management at Don Honorio Ventura State University – Mexico Campus.

Aira May T. Balancio-Canlas, Don Honorio Ventura State University

Aira May B. Canlas is the current Area Chairperson for the College of Business Studies and Accountancy at Don Honorio Ventura State University – Mexico Campus.

Dina D. Gonzales, Don Honorio Ventura State University

Dina D. Gonzales is a faculty-researcher at Don Honorio Ventura State University – Mexico Campus.

Ma. Rebecca G. Del Rosario, Don Honorio Ventura State University

Ma. Rebecca G. Del Rosario is a faculty-researcher at Don Honorio Ventura State University – Mexico Campus.

Joseph Alexander Bansil, Don Honorio Ventura State University, Philippines

Joseph Alexander Bansil is a faculty-researcher at Don Honorio Ventura State University – Mexico Campus.