Factors Affecting Consumers’ Choice of Perfume Products: The Case of Famagusta – North Cyprus

The decision which is made to purchase perfume products is a complicated process that consumers have to experience. Different factors affect the consumer choice for perfumes. These factors include social factors, demographic factors and psychological factors. For example, some consumers choose their perfumes depending on the recommendation they get from a family member who used the brand or know someone who is using it. In addition, consumers’ age, income level, personality, self-concept, routine and values may affect their decision in choosing perfume products. This study aims to identify the factors which affect the consumers’ choice of perfume products in Famagusta, North Cyprus. The sample of the study was the residence of Famagusta. In this study, different factors were identified as factors affecting the consumers’ purchase decision which are price, brand, quality, fragrance, promotions, prior experience, recommendations from the surroundings, blogs, consumer reviews and social media especially for younger consumers. Keywords: Consumer, marketing, perfume, consumer behavior, purchase decision, Famagusta.