Extraction of potential dimensions for consumers' psychological perceptions regarding perfume bottle form

Abstract

To create a successful perfume bottle form before the product is launched onto the market, it is essential to fully understand the consumers' psychological perceptions regarding a perfume bottle form and to explore the potential dimensions which characterise these perceptions. Accordingly, the present study conducts a questionnaire-based investigation to examine consumers' psychological perceptions (CPPs) regarding 20 existing perfume bottle forms. Having confirmed the reliability and validity of the questionnaire tool, an exploratory factor analysis is performed to identify the potential dimensions of the CPPs. Five potential dimensions are identified, namely 'aesthetic evaluation', 'novelty and peculiarity', 'fashion and trend', 'personality suitability', and 'emotional association'. It is shown that by using these potential dimensions in conjunction with the questionnaire, it is possible to evaluate both the satisfactory degree of the CPP induced by a particular perfume bottle form in each dimension and the global satisfactory degree of the CPP over all the dimensions.