Title:
COMPARISON OF IMAGE PERCEPTION OF BRAND PERSONALITY OF PERFUME PRODUCTS BETWEEN TWO AGE-GROUPS

Authors:
Ploykwan Jedeejit and Thichacha Boonreungkaow

Abstract:
This study aims to study brand image of perfume products from perception of Generation X and Generation Y consumers in Chiang Mai, and compare difference in perfume brand image perception between Generation X and Generation Y consumers. This study also studies relationship between perfume brand image perception and relationship level consumers have with brand. The sample group used in this research is 200 buyers of designated perfume brands, 100 are in Generation X (Extraordinary Generation) and 100 are in Generation Y (Generation Why). Tool used in primary data collection is a questionnaire. Analysis of relationship between perfume brand image perception and relationship level consumers have with brand is done by deductive statistics, such as Pearson Correlation analysis. The research found that the two age-groups have the same level of perfume brand image perception for all 5 groups and 3 brands. Such result may be due to Chanel, Christian Dior and Yves Saint-Laurent products are leading products from Paris, France, that is already famous for perfume, also all 3 brands have longstanding reputations with worldwide consumer bases and markets, including Thailand. Although market share is different per spending and financial status of consumers, both age groups are always interested in the 3 perfume brands, which could be seen from high amount of attention when any of the brands releases new product, especially on Social Network.

Keywords:
Image Perception, Brand Personality, Perfume Products