Multidimensional Evaluation of Female Consumer Preferences in Perfume Bottle Design -an integration of the KANO model and analytic hierarchy process-

Abstract

In today’s rapidly changing world, understanding female consumers’ dynamic lifestyles, personalities, and preferences is crucial for gaining a competitive edge in the perfume market. This paper quantitatively evaluates and ranks the importance of perfume bottle design elements to identify the most effective product attributes and meet consumer needs. It innovatively combines the Kano and Analytic Hierarchy Process (AHP) models to construct a quantitative evaluation system analyzing preferences in perfume bottle design, consumer behavior patterns, and product development strategies among women aged 18 to 40. The results identify 18 key attributes across three groups. The must-be group includes a stable base, color coordination, ease of holding and opening, and brand culture. The one-dimensional group covers graceful lines, compact bottle body, surface decoration craftsmanship, compatibility of scent and appearance, and environmental consciousness. The attractive group includes handmade feel, accessory design, decorativeness, and customization. The most crucial attributes are ‘‘Ease of holding and opening,’’ ‘‘Compatibility of scent and appearance,’’ ‘‘Customization,’’ and ‘‘Decorativeness.’’ The findings suggest that perfume producers should ensure stable, easy-to-handle bottles, align scent with appealing packaging, and incorporate luxurious elements to evoke positive emotions and enhance consumer recognition. This research deepens understanding of consumer preferences by integrating perception and perfume design. It applies the Kano model and AHP to guide precise bottle design decisions, enhancing product appeal and competitiveness. Practically, it aids perfume brands in identifying key design attributes based on female preferences, supporting market segmentation and boosting consumer satisfaction, brand loyalty, and market share.