Investigating the Factors Leading towards the Purchase of a Perfume Brand; An Empirical Study of Working Females in Karachi

Investigating the Factors Leading towards the Purchase of a Perfume Brand; An Empirical Study of Working Females in Karachi

Zainab Agha

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Hudaibia Jamali

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Maleeha J. Muslim

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Zohaib Sufyan

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α Shaheed Zulfiqar Ali Bhutto Institute of Science and Technology

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Abstract

Nowadays, in an increasingly more evident manner, perfumes assume the role of indications of individuality and ascetic orientation of those who wear them. In this regard, role of advertising is quite evident to persuade working females in choosing the best fragrance and at the same time, understanding number of factors is also a key consideration for marketers. Therefore, the purpose of this research paper is to examine the number of reasons a working women keeps in mind when purchasing a particular perfume brand. This is a quantitative research and based on a philosophy of post positivist, with a deductive research approach. Survey questionnaire has been used as an instrument to collect the data which was adopted from the literature. The sample size is 384 and probability random sampling technique has been used. Data was analyzed through SPSS software and applied both the descriptive and inferential statistics.

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

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How to Cite This Article

Zainab Agha. 2016. \u201cInvestigating the Factors Leading towards the Purchase of a Perfume Brand; An Empirical Study of Working Females in Karachi\u201d. Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 16 (GJMBR Volume 16 Issue E2): .

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GJMBR Volume 16 Issue E2
Pg. 19- 28

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

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GJMBR-E Classification: JEL Code: M37

Submission ReceivedDecember 9, 2015
Peer Review Double Blind
Handling Editor
Accepted January 3, 2016
Published January 15, 2016

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v1.2

Issue date

June 13, 2016

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Article Matrices

Total Score: 104

Country: Pakistan

Subject: Global Journal of Management and Business Research - E: Marketing

Authors: Hudaibia Jamali, Maleeha J. Muslim, Zainab Agha, Zohaib Sufyan (PhD/Dr. count: 0)

View Count (all-time): 120

Total Views (Real + Logic): 3848

Total Downloads (simulated): 1970

Publish Date: 2016 06, Mon

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Total Views: 3848

Total Downloads: 1970

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