Utilitarian Benefits and Positive Attitudes Drive Designer Fragrance Purchase Intent in Gen Y and Z

Why It Matters

Understanding the psychological drivers behind consumer choices is crucial for effective product development and marketing strategies. This insight highlights that for specific demographics, focusing on tangible benefits and cultivating positive brand perceptions can be more impactful than traditional marketing efforts.

Key Finding

Consumers in Generations Y and Z are more likely to buy designer fragrances if they have a positive attitude towards the purchase and perceive practical benefits from the product, rather than being influenced by the marketing mix.

Key Findings

• There is a statistically significant positive relationship between attitude towards behavior and purchase intention.
• Utilitarian benefit has a notably favorable effect on behavior-related attitudes.
• There is no statistically significant relationship between the marketing mix and purchase intention.

Research Evidence

Aim: What is the impact of attitude towards behavior, perceived behavioral control, utilitarian benefits, and the marketing mix on the intention to purchase designer and luxury fragrances among Generations Y and Z in Indonesia?

Method: Quantitative research

Procedure: A quantitative study was conducted using purposive sampling to collect data from 189 respondents belonging to Generation Y and Z. Data analysis was performed using IBM SPSS 27 and AMOS Graphic 24 to examine the relationships between attitude towards behavior, perceived behavioral control, utilitarian benefits, marketing mix, and purchase intention.

Sample Size: 189 participants

Context: Fragrance industry in Indonesia, focusing on designer and luxury segments.

Design Principle

Prioritize perceived utility and positive consumer sentiment over broad marketing strategies when targeting specific, value-conscious demographics.

How to Apply

When designing and marketing products for younger demographics, conduct research to identify key utilitarian benefits and develop messaging that emphasizes these advantages, while also fostering positive brand attitudes.

Limitations

The study's findings may be specific to the Indonesian market and the designer/luxury fragrance segment, and may not generalize to other product categories or cultural contexts. The marketing mix was found to have no significant impact, which could be due to specific implementations or the chosen metrics.

Student Guide (IB Design Technology)

Simple Explanation: Younger shoppers (Gen Y and Z) are more likely to buy fancy perfumes if they think the perfume is useful and they feel good about buying it, not just because of ads.

Why This Matters: This research helps understand how to effectively market products to younger consumers by focusing on what truly influences their buying decisions, which is often more about personal value and perception than just advertising.

Critical Thinking: If the marketing mix had no significant impact, what specific elements of the marketing mix were considered, and could alternative approaches or different components have yielded different results?

IA-Ready Paragraph: Research indicates that for Generations Y and Z, the intention to purchase designer fragrances is significantly influenced by their attitude towards the behavior and the perceived utilitarian benefits of the product, rather than the marketing mix. This suggests that design projects targeting these demographics should prioritize developing products with clear functional advantages and cultivating positive consumer sentiment.

Project Tips

• When researching consumer behavior, consider the psychological drivers like attitude and perceived benefits.
• Test how different product features or marketing messages affect consumer attitudes and purchase intentions.

How to Use in IA

• Use this study to justify focusing on user attitudes and product benefits in your design process and testing.
• Reference this to explain why your marketing or product feature choices are based on psychological factors rather than just standard marketing approaches.

Examiner Tips

• Demonstrate an understanding of how psychological factors, like attitude and perceived benefits, influence consumer choices, especially for specific demographics.
• Critically evaluate the role of the marketing mix versus intrinsic product value in driving purchase decisions.

Independent Variable: ["Attitude towards behavior","Perceived behavioral control","Utilitarian benefits","Marketing mix"]

Dependent Variable: Intention to purchase

Controlled Variables: ["Generation (Y and Z)","Product category (designer/luxury fragrances)","Geographic context (Indonesia)"]

Strengths

• Utilizes a well-established theoretical framework (Theory of Planned Behavior).
• Focuses on specific, relevant consumer demographics (Gen Y and Z) in a growing market.

Critical Questions

• How might the perceived utilitarian benefits differ across various designer fragrance categories?
• Could a different marketing mix strategy, perhaps more focused on digital engagement or influencer marketing, show a significant impact on purchase intention for these generations?

Extended Essay Application

• Investigate how perceived utilitarian benefits of a sustainable product design influence purchase intention among specific age groups.
• Explore the role of brand attitude and perceived value in driving adoption of new technologies within a particular market segment.

Source

The Role of Attitude Towards Behavior and Utilitarian Benefit in Intention to Purchase Based on Theory of Planned Behavior in Generations Y and Z · Ekuitas Jurnal Pendidikan Ekonomi · 2023 · 10.23887/ekuitas.v11i2.72357