Package Design vs. Customer Reviews: A Comparative Study on Influences in Fragrance Buying Decisions

Sarah A. Willis Graphic Communication Department, June 2012 Advisor: Dr. Xiaoying Rong The purpose of this study was to determine the effect of customer reviews, compared to package design, on the fragrance buying decisions of women aged eighteen to twentyfive. The researcher conducted two surveys: the first asked thirty-five random women to choose between two equally priced, but differently designed, perfumes (Perfume X and Perfume Z). This first group’s preference was Perfume X, with 57.14% of participants choosing this product. The second survey asked a different group of thirty-five random women to choose between the same two perfumes, but with the addition of unequally favorable customer reviews. Group 2 participants preferred the product with better customer reviews (Perfume Z), with 68.57% of participants choosing this product. Because overall product preference changed with the presence of customer reviews, this study determined that customer reviews had a greater influence than package design on the fragrance buying decisions of eighteen to twenty-five year-old women. Table of