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The influence of the complexity of fragrance label design on consumer perceptions and behaviour

Léonard, Léa ; Gilchrist, Ailie
(2022)

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GILCHRIST_34131500__LEONARD_11741600_2022.pdf
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Details

Supervisors
Pleyers, Gordy
Faculty
Louvain School of Management
Degree label
Master [120] : ingénieur de gestion, à finalité spécialisée
Abstract
The role of packaging has continued to evolve over time from a purely logistical and technical resource to a true marketing tool, conveying brand positioning and image. Indeed, the literature has demonstrated the influence of packaging design on consumer beliefs and behaviour towards the product. More specifically, the study of crossmodality has made it possible to establish the existing associations between different sensory modalities. However, few studies have examined the influence of visual complexity on olfactory perceptions. Yet, with the recent increase of e-commerce, the managerial implications resulting from these associations provide key insights for the perfume industry. The aim of this thesis is therefore to determine the influence of the design complexity of a perfume label on consumer beliefs and behaviour. To this end, a laboratory study was carried out to evaluate the relationship between visual complexity and the elaboration of perceived odour, the perception of beauty and prestige of the perfume and the purchase intention. The results established a positive relationship between visual complexity and perceived olfactory complexity, prestige and beauty. However, no conclusions could be drawn regarding purchase intention.