Download - 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