consumer preferernce

Cultural Difference in Consumer Preference for

Scented Textile Products Sun, Xing Apparel Product Design and Merchandising Family and Consumer Sciences/ CTAHRMentor: Dr. Shu-Hwa Lin

IntroductionThe objective of this research is to explore whether cultural

differences may affect consumer preference for scented textile

products. Researchers have discovered the effects of olfaction

on consumer behavior. With the advent of newly scented

textile products on the shelves, the knowledge of scent-

specific consumer responses in different ethnic and cultural

backgrounds will help manufacturers, merchandisers, and

marketers adapt their products not only in visual presentation

but also in olfactory sensation to target markets.

AcknowledgementDr. Barbara YeeProfessor and ChairDepartment of Family and Consumer Sciences

Dr. Shu-Hwa LinAssistant ProfessorApparel Product Design and Merchandising

Summer Undergraduate Research Award

ModelVariable 1 = ScentVariable 2 = TextileVariable 3 = Scented Textile

Multiple Linear Regression Least SquareFortranFerret

MethodsWith quota sampling, 120 female subjects of Chinese,

Caucasian and Hawaiian ethnicities were surveyed with a self-

developed computer-aided questionnaire to evaluate how each

group respond to the above 12 different scents, textiles and

scented textiles on a 1-to-10 scale using one-way ANOVA.

roserose

honeysucklehoneysuckle

sandalwoodsandalwood gardeniagardenia

lemongrasslemongrass lavenderlavender YSLYSL

muskmusk plumeriaplumeria

white gingerwhite ginger

cinnamoncinnamon green teagreen tea

Scent preference

smell only

Variable 1

Scent preference

smell only

Variable 1

Textile preferencelook and touch

Variable 2

Textile preferencelook and touch

Variable 2

Scented textile preference

smell, look and touch

Variable 3

Scented textile preference

smell, look and touch

Variable 3

Jian MaPhD CandidateMeteorology / SOEST

Math ImpactThe results of the research indicate that

consumers of different cultures give different

priorities to olfactory and tactile senses. Product

developers should conduct thorough sense-

specific market research and “localize” product

features to appeal to global markets.

1

2

3

ResultsHawaiians are most influenced by scent.

Chinese care most about texture and hand.

Caucasians are in the middle. They have

different preferences of certain textile and

scent, such as musk. Only Hawaiians are more

likely to prefer scented textile.

Preference DifferencesPreference Differences

Caucasian Chinese Hawaiian

a = 0.47, b = 0.48 a = 0.44, b = 0.61 a = 0.56, b = 0.43

ProcedureProcedureScent HabitScent Habit

Scent or not

Scent or not

yes no yes no yes no