JHGT 2016.10, Vol.23, No.7(438-448) Journal of the Hwa Gang Textile 華岡紡織期刊 第二十三卷 第七期 ISSN 1025-9678 http://www.jhgt.org.tw/manuscript/pdf/jhgt-23.7(434-448)(2016-10).pdf
Female Consumer Preference for Scented Textile Products
Shu Hwa Lin1, Xing Sun2 University of Hawaii at Manoa [email protected], [email protected] Abstract Determine the role of ethnicity in product evaluation of scented textiles by three ethnic female groups. Compare differences in product evaluation using the sense of smell only, appearance and touch only or a combination of smell, appearance and touch. Experimental design involving monitored product evaluations of both 12 scented and unscented textiles by females from three ethnic backgrounds. Evaluations took place under 3 conditions: smell, look/touch, and smell/look/touch. Quota sampling was used to recruit 120 female consumer subjects from a metropolitan area in Hawaii with a quota of 40 from each of three ethnic groups: Caucasian, Chinese, and Hawaiian. Ethnicity was determined by the subject’s response to an ethnicity question. Descriptive data analysis, one way ANOVA, and chi- squares were used to analyze differences in product evaluations based on ethnicity of the respondent and based on which sensory stimuli were present in the evaluation. Product evaluations varied among the ethnic groups and were affected by the types or combinations of sensory stimuli. Three main themes emerged: the influence of significant consumer decision of scented textiles' olfactory, visual and tactile, and all factors of smell, tactile, and visual. Keywords：Scented Textiles, Tactile, Ethnic
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Introduction attention to the role of olfaction in the consumer process. The olfaction market has changed from its An exploratory study in Hawaii: Female previous focus on health and/or spirit to its current consumer preference for scented textile products. emphasis on scents that provide functional and leisure benefits [10]. For example, including certain scents in Models of consumer decision-making could the retail environment can influence consumer-buying indicate the direct role of product evaluation on the behaviors [11]. As far back as Moncrieff [12] decision to purchase products [1,2]. These models suggested that odorizing some merchandise that is further indicate that product evaluation is a function of usually odorless can make it sell better. the characteristics of the product and the desires or expectations of the consumer. Consumer desires and To capitalize on the trend of boosting profits by expectations, and subsequently their product injecting scent into merchandise, textile engineers are evaluations, are influenced by numerous developing new technologies to encapsulate aromas characteristics of the consumer; ethnicity is one of and embed them in fibers or finishes [13, 14, 15]. those characteristics. A product innovation such as Researchers from Philadelphia University indicated scented textiles may be evaluated at the point of that consumers consistently responded with positive purchase for its scent as well as its appearance and evaluations of scent-infused fabrics [7]. tactile properties. Due to the short time that scented textiles have been available in the marketplace, little is Theoretical Perspectives known regarding the consumer factors that may Building on the work of Mahajan and Wind [16], influence their purchase. May-Plumlee and Little [3] proposed a basic May-Plumlee and Little and Fiore found that conceptual model of product evaluation criteria by appearance factors such as color and tactile factors are analyzing several case studies. The model very important in the initial engagement of the distinguishes between intrinsic and extrinsic consumer with the product [3,4]. For products where evaluative criteria. Intrinsic criteria are those which scent or fragrance is a primary purpose such as are integral to the physical product, while external perfumes or air fresheners, it is particularly important criteria include price, brand, and brand image. to know the role of scent in product evaluation. In the Intrinsic criteria include olfactory characteristics past few decades scent branding and marketing, as which have been shown to impact consumer exemplified by the $31 billion perfume industry, has preferences [4,7]. This study uses fabric colors, print become one of the most lucrative businesses in the patterns, fabrications, and scents as intrinsic criteria to world [5]. The growth of the global fragrance market test consumer preferences. has been more than 3% per year [6]. Studies show that Ethnicity people want scents and are willing to pay for them [7]. Chattaraman & Lennon [17] found that ethnicity According to forecasts by the Freedonia Group [8], played a significant role when making purchase demand for flavors and fragrances in the U.S. will decisions. Their study investigated the impact of grow 3.7% per year to reach $5.3 billion in 2012. ethnicity on consumer behavior by having subjects Classen, Howes, and Synnott [9] observed that performed different shopping patterns, while sight and hearing were the dominant senses used in marketing researchers identified ethnic identity as an daily and mass communication, and the olfactory sense individual's buying power of ethnic identification. had been marginalized in modern Western culture. The Cultural differences also play a major role in the use of growth of the fragrance market has brought more
439 Journal of the Hwa Gang Textile 2016.10, Vol.23, No.7 scents. In Hawaii, people frequently use personal influenced by the culture than with American perfume, many times in the lotion form, on hand and consumers [25]. body. Wearing leis are customary and the natural environment is abundant and fragrant with flowers. Scent textile products People in Hawaii may better appreciate the sense of Scented textile products, such as stuffed toys, smell due to their culture and environment. “Aloha” home furnishings and lingerie wear, can be found in means “shared breath”, indicating the significance of the global marketplace. In Hawaii, T-shirts scented air in Hawaiian culture. with Kona coffee, chocolate and vanilla aromas attract Caucasians have a long history in the tourists. With a new scented world on the horizon, this development and use of perfumes, colognes, and research explored the effects of odorized textiles on scented oils. Brun [18] provides a history of perfume different cultures’ product preference. With many development beginning with evidence of perfume difference uses of scents among three ethnic groups, making in ancient Mesopotamian palaces and this project was designed to evaluate consumer continuing in the Roman period. Perfume shops preference of scent and scented textiles. A model of became fashionable in the middle ages. Sale of scent and look/touch scented textile preference was perfume and impulse use of perfume are developed as developed to provide a basis for testing the influence perfume industry due to lucrative ventures [18, 19]. of scented textiles on consumer decisions (Figure 1). Perfumed oil and incense were extracted from plants, flowers, or animal grease. Cinnamon was an expensive scent in the past. Many flowers including roses were reported to produce scent oil. King [19] indicated that musk was used in China and Western Europe for medical and spiritual purposes. Both Chinese and European consumers were reported to use musk for health and spirit activities [18, 19].
On the other hand, according Burr [20] reports in Figure1 A model of scent and look/touch scented New York Time, Western luxury product, perfume, has textile preference been developed in China market to suit Chinese tastes. Perfume is not a Chinese cultural traditional product. Objectives were to explore these differences in (1) Chinese use natural scents for health, medicine, and scent preference, (2) textile preference, (3) scented religious purposes. Flowers are added into tea for textile preference, and (4) the differences of scented aroma (i.e., rose, jasmine) and wood aromas are used textile decisions among three ethnic groups. for health or medicine (i.e., sandalwood) and incense Hypotheses (i.e., sandalwood). Literature suggests that the Specifically, the following hypotheses are significance of strength of ethnic identification is a formulated: determinant of individual differences in consumer H1: There are no significant differences in scent marketplace behavior [17, 21, 22, 23, 24]. Chinese preference among the three ethnic groups. with Confucian legacy in their early psychological development are more inclined to trust without H2: There is no significant difference in fabric questioning than are Western individuals. Chinese preferring selection by tactile (hand) among the three consumers' behavioral intentions are more likely to be ethnic groups.
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H3: There is no significant difference in look/ touch/ participants were recruited from three ethnic groups: smell for scented textile preferences among the three Caucasian American, Chinese, and Hawaiian ethnic groups. American populations. Immigrant participants were restricted to those entering the country in the last five H4: There is no significant difference in the final years. The variables were ethnic differences and selecting decision textiles with scents among three customer preferences in products by olfaction, as well ethnic groups. as by sight (i.e., intrinsic criteria: fabric colors, prints, Methodology and Procedures fabrications) and touch. An experimental design explored whether The testing samples were two sets of twelve ethnicity and culture that may influence customers’ handkerchiefs in different colors or designs. One scent, color/design/touch, color/design/scented/touch, set was scented with different smells. The set of 12 and final selection fabric with/without scent fabrics included pink polyester knit, burgundy printed preferences. Show tests are one of 11 effective product silk satin, white polyester georgette, azure printed developing methods according product develop theory polyester organza, green polyester voile, anthurium developed by Mahajan and Wind [16] and May- cotton poplin, lavender printed silk satin, blue silk Plumlee and Little [26]. The experiment was jacquard, fish printed cotton poplin, flower printed silk conducted in an empty air-conditioned classroom stain, graphic silk satin, and green polyester knit. A which was set up with two sets of fabrics both with and total of ten scents and two perfumes were selected to without scent. To reduce the foreign factor, the table match selected fabric in terms of color and pattern, was covered a white table cloth to provide a standard include Rose, Sandalwood, White ginger, Jasmine, condition. Participants were asked to review the Lemongrass, Honeysuckle, Lavender, YSL perfume, consent letter and the researcher gave an introduction Musk, Plumeria, Cinnamon, and Elizabeth Arden of procedures before the experiment. Data were input Green Tea perfume. The second set of the same twelve into the computer by participants with a self-developed designs were all odor-free in order to control their questionnaire in the fillable pdf file. A pilot study was appeal to the senses of sight and touch. All testing conducted from both eight Chinese and Caucasian samples were individually packed in uniform covered American female subjects to examine the self- jars to avoid a foreign factor impact. Data were developed questionnaires. Based on feedback and collected in a Pacific area university with a diverse problems were found in the pre-test, revised multi-ethnic student body (about 45% Caucasian questionnaire was adjusted after pilot study and this American, 40% Asian, and Hawaiian students). Taking pre-test data were not include final data set. Prior to advantage of the cultural diversity of the international data collection, the Institutional Review Board students at the university, this project explored cultural approved this procedure for the study of human differences in product preference for scented textile subjects. products. Sampling Procedures Female human subjects were recruited by quota Each subject took three rounds of product sampling. A ten-dollar gift card from three popular evaluation tests, ranking the seven samples on interval stores (i.e., WaltMart, Target, local grocery store) was scales from 1 to 10, labeled one end with Like the least provided to each participant as an incentive prize. as 1 and the other end with Like the most as number 10. Subjects were recruited by campus fliers and ads in the The three steps are as follows: campus newspaper. A total of 120 non-smoke
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(1) The first round is a smell only test. Have each three-treatment method, with three factors: scent (12), subject, with eyes closed, sniff each odorized textile (12), and ethnicity (3) in 12x12x3. Descriptive sample in a glass container, and rank them. data analysis, one way ANOVA, and chi-square test were used to analyze three ethnic groups' preferences. (2) The second round is a look and touch test. The subjects will look and touch each odor-free Results sample and rank them again. The mean ages of the three ethnic groups were (3) The third round is an all-senses test. The subjects 25.15, while the Hawaiian group contained the will look, touch, and smell each odorized sample youngest average of participants at 22.45, and the and rank their final impressions. Caucasian group contained the oldest average of A self-developed scented textile product participants at 27.5 (see Table 1). evaluation questionnaire concerning olfactory Table 1 Subjects' Age preference, hand and appearance preference, and the Ethnic Age N total impression with all three senses were used to (mean) collect data. A pilot study was conducted to evaluate Caucasian 27.5 40 Chinese 25.5 40 the test procedures. Participants reported their interests Hawaiian 22.45 40 and any suggestions on any significant differences in Mean 25.15 120 culture and ethnic groups. Because subjects were All Chinese participants were born and raised in requested to close their eyes while at the same time mainland China, while the majority of Caucasian and answer questions, some questions were missed- Hawaiian participants were born in the US and Hawaii. marked and entered in wrong places. A revised The average age of Hawaiian participants was about questionnaire was designed in a fillable pdf file to five years younger than the Caucasian participants. On collect data to allow the researcher to correct the input average, Caucasians own 2.2 bottles of perfume, and keep data input error at the minimum. Four basic Chinese own 2.4 bottles and Hawaiians own 3.7 bottles. demographic questions (i.e., ethnic, birthplace, age, Caucasians and Chinese participants own two bottles and major), three questions of possession of scent of perfume on mode in their ethnic groups, while products and usage of perfume (own bottles of perfume, Hawaiian own three bottles (see Figure 2). perfume used frequency and occasion used) and three- step scented textile surveys (smell, look/touch, and smell/look/touch) were designed to explore 12 scented textiles in the questionnaire to explore consumer preferences. There were three evaluations for scents and look/touch scented textiles that used the ten-point like scale.
Data Analysis Figure 2 Subject own number bottles of perfume
The collected data were analyzed by using SPSS. More Caucasians of this sample group owned Inferential statistics disclosed whether there were any between 1-2 bottles of perfume (see Figure 3). differences in scented product preference for consumers of different ethnicities/cultures. The hypotheses were tested by the ANOVA single-object
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Caucasian Chinese Hawaiian (Mean) (Mean) (Mean) Honeysuckle* 6.075 5.225 6.750 Lavender 3.625 4.325 3.900 YSL 4.800 5.425 4.350 Musk*** 5.375 6.825 5.075 Plumeria* 5.600 5.200 4.325 Cinnamon 4.275 4.325 4.625
Figure 3 Frequency of application of scents and Green Tea 7.250 7.950 7.175 number of scent products owned by ethnic Note: * = p < 0.05, ** = p < 0.01, *** = p < 0.005, group **** = p < 0.001 The three ethnic groups are not different in the More Chinese of this sample group owned 2 selection of the rose scent (df=2, F=4.963; P=0.09). bottles of perfume than any other number of perfume Caucasians mean score for rose is 6.65, Chinese mean bottles. More Hawaiian participants in the sample score is 5.12, and the Hawaiian mean score is 5.42. The group owned between 2-4 bottles of perfume. scores for sandalwood were not very different, with Caucasians and Chinese apply perfume 0.88 and mean scores ranging from 5.52 for Caucasians, 5.28 1.15 times per week perspective, while Hawaiians use for Chinese and 5.02 for Hawaiians. Based on culture, perfume 4 times (Mean=7.15 times per week) more Chinese were expected to have stronger scent frequent than the other two ethnic groups. Results preference. However, the results did not suggest the suggest that a quarter of Caucasian participants (n= 10, difference among three groups.
25%) wear perfume when hanging out with friends, White ginger had more variability between the while Chinese (n= 14, 35%) wear perfume when groups; Caucasians with the score 5.78, Chinese with hanging out with friends, and more than half Hawaiian 4.09, and Hawaiian with 6 (df=2, F=3.747; P=0.026*). participants (n= 27, 67.5%) express wearing perfume As for jasmine, Caucasians had an average of 5.88, when hanging out with friends. Chinese 4.65, and Hawaiian 6.12 (df=2, F=4.633; Hypothesis 1: accepted. Based on the data, no P=0.012*). The Chinese and Hawaiian groups had significant differences in scent preference were found relatively similar scores to each other for lemongrass among three groups. However, the preference of Caucasian differed in score with 6.02, Chinese had seven-scent (i.e., rose, white ginger, jasmine, 4.75, and Hawaiians had 4.48 (df=2, F=4.966; lemongrass, honeysuckle, musk, and plumeria) found P=0.009*). The three ethnic groups had relatively significant differences among the three groups which similar scores with each other for honeysuckle; suggests unequal variance in their preferences (see Caucasians had the score of 6.08, Chinese had 5.22, Table 2). and Hawaiian had 6.75 (df=2, F=4.193; P=0.017*). Table 2: Mean of result of smelling scents from the The lavender scent also had similar scores between the three ethnic groups. groups; Caucasian score is 3.62, Chinese score is 4.32, Caucasian Chinese Hawaiian and Hawaiian is 3.90. The YSL scores for Caucasian (Mean) (Mean) (Mean) are 4.80, Chinese score was 5.42, and Hawaiian was Rose** 6.650 5.125 5.425 Sandalwood 5.525 5.275 5.025 4.35. White 5.775 4.900 6.000 Both musk and plumeria were found to have Ginger* significant difference among three groups. Musk scent Jasmine** 5.875 4.650 6.125 for Caucasian was 5.38, Chinese 6.82, and Hawaiian Lemongrass** 6.025 4.750 4.475
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< 0.001 5.08 (df=2, F=6.419; P=0.002*). Caucasian score for The mean scores of the three ethnic groups for plumeria is 5.60, for Chinese is 5.20, and for Hawaiian textile design present the different preferences. is 4.32 (df=2, F=3.587; P=0.031*). Cinnamon scores Caucasian score for pink polyester knit is 5.425, were similar among the three ethnic groups with Chinese score is 4.25, and the Hawaiian score is 5.675 Caucasians scoring 4.28, Chinese 4.32, and Hawaiian (df=2, F=4. 367; P=0.011*). Caucasian score for 4.62. The green tea scents also have results that were dragon print silk is 6.55, Chinese score is 5.725, and similar among the three groups; Caucasian with 7.25, the Hawaiian score is 7.525 (df=2, F=8. 009; Chinese with 7.95, and Hawaiian with 7.18. P=0.001**). The different ethnicities had varying scores for Caucasian score for white polyester georgette is their preferences of the 12 scents. There is hardly any 3.95, Chinese score is 5.125, and the Hawaiian score is common similarity between all of them except for the 3.425. Caucasian score for azure polyester organza is top most and lowest specific scents. Although each 5.4, Chinese score is 5, and the Hawaiian score is 4.875. ethnicity group in this sample tended to have their own Caucasian score for green voile is 5.92, Chinese score unique likes for a scent different from the other two is 5.48, and the Hawaiian score is 5.10. These three groups pertaining to scents that were in the middle fabrics did not suggest the difference among three average. But the topmost choice for all three was the ethnic groups. green tea scent. Lowest score rated by the Caucasian group was the lavender. For the Chinese it was the The three scores for anthurium cotton poplin are lavender or cinnamon. And the Hawaiian group also similar between the groups, with Caucasians score as liked lavender the least. 4.12, Chinese is 5.48, and Hawaiian is 4.58 (df=2, F=3. 328; P=0.039*). The Caucasian score for lavender silk Hypothesis 2: rejected. Regarding textile preference, is 6.48, for Chinese is 6.52, and Hawaiian is 7.50 (df=2, there is significant difference found among three F=3. 962; P=0.022*). Blue calligraphy scores varied groups. Unequal variance appears in the dragon print largely within the groups; Caucasian scores were 7, and flower silk satin preferences (see Table 3). Chinese were 5.95, and Hawaiian 6.88 (df=2, F=3. 029; Table 3: Mean of result of touch/look from the three groups P=0.052). However, fish print cotton poplin scores Caucasian Chinese Hawaiian were Caucasian as 5.25, Chinese as 5.62, and Hawaiian (Mean) (Mean) (Mean) as 5.35, they were very similar scores. Then the textile Pink Knit* 4.425 4.250 5.675 for flower print silk satin for Caucasian is 7.12, for Dragon Silk** 6.550 5.725 7.525 Chinese is 6.70, and Hawaiian is 7.92 (df=2, F=4. 700; White 3.950 4.125 3.425 Georgette P=0.011*). The Caucasian mean score for graphic silk Azure Organza 5.400 5.000 4.875 jacquard is 6.10, Chinese is 5.78, and Hawaiian is 7.20 Green Voile 5.925 5.475 5.100 (df=2, F=4. 55; P=0.013*). The green knit textile score Anthurium 4.125 5.475 4.575 for Caucasian is 5.42, Chinese is 4.60, and for Cotton* Hawaiian are 6.32 (df=2, F=5. 365; P=0.006**). Lavender Silk* 6.475 6.525 7.500 Blue The three ethnic groups’ choices for textiles are 7.000 5.950 6.875 Calligraphy like their choices in scents. The Caucasians most Fish Cotton 5.250 5.625 5.350 favored the flower satin with a 7.12 average group Flower Satin* 7.125 6.700 7.925 score. For the Chinese, the flower satin and lavender Graphic Satin* 6.100 5.775 7.200 silk were very closely even scores. And the Hawaiian Green Knit** 5.425 4.600 6.325 group also favored flower satin but also had high Note: * = p < 0.05, ** = p < 0.01, *** = p < 0.005, **** = p
444 Journal of the Hwa Gang Textile 2016.10, Vol.23, No.7 favored scores for dragon silk, lavender silk and print silk with sandalwood is 5.7, Chinese score is 5.7, graphic satin. and the Hawaiian score is 6.45. Caucasian score for white polyester georgette with white ginger is 4.975, Hypothesis 3: accepted. There is no significant Chinese score is 4.875, and the Hawaiian score is 5.225. difference in look/touch/smell for scented textile Caucasian score for azure polyester organza with preferences within three ethnic groups. Equivalent jasmine is 5.375, Chinese score is 5.425, and the variance appears in the nine out of 12 textiles Hawaiian score is 6.025. Caucasian score for green preferences (see Table 4). voile with lemongrass is 5.525, Chinese score is 5.175, Table 4: Mean of results of touch/look/smelling Scents from the three ethnic groups and the Hawaiian score is 4.725. The three scores for Caucasian Chinese Hawaiian anthurium cotton poplin with honeysuckle are similar (Mean) (Mean) (Mean) between the groups, with Caucasians score as 5.075, Pink Knit/ Rose* 5.500 5.125 6.125 Chinese is 5.3, and Hawaiian is 5.75, they were very Dragon Silk/ 5.700 5.700 6.450 Sandalwood similar scores. White Georgette/ 4.975 4.875 5.225 However, the score for lavender print silk with White Ginger Azure Organza/ lavender varied largely within the groups; for 5.375 5.425 6.025 Jasmine Caucasian score is 4.4, for Chinese is 6.075, and Green Voile/ 5.525 5.175 4.725 Hawaiian is 5.15 (df=2, F=6.729; P=0.002**). Blue Lemongrass calligraphy silk jacquard scores for Caucasian scores Anthurium Cotton/ 5.075 5.300 5.750 Honeysuckle were 5.625, Chinese were 5.825, and Hawaiian 5.725; Lavender Silk/ 4.400 6.075 5.150 they were very similar scores. However, fish print Lavender* cotton poplin scores with musk varied largely within Blue Calligraphy/ 5.625 5.825 5.725 YSL groups; Caucasian as 5.175, Chinese as 6.6, and Fish Cotton Hawaiian as 4.975 (df=2, F=6.40; P=0.002**). 5.175 6.6 4.975 /Musk* Flower Satin/ Then the textile for flower print silk satin with 5.925 6.225 5.075 Plumeria plumeria for Caucasian is 5.925, for Chinese is 6.225, Graphic Satin/ 4.825 5.350 5.075 and Hawaiian is 5.075. The Caucasian mean score for Cinnamon graphic silk satin with cinnamon is 4.825, Chinese is Green Knit/ Green 6.375 6.900 7.025 Tea 5.35, and Hawaiian is 5.075. The green knit with Arden Note: * = p < 0.05, ** = p < 0.01, *** = p < 0.005, **** = p Green tea score for Caucasian is 6.375, Chinese is 6.9, < 0.001 and for Hawaiian are 7.025. In the pink polyester with rose, lavender print silk with lavender, and fish print cotton poplin with Hypothesis 4 reject. There is significant difference in plumeria confirm unequal variance in their preference the selecting decision textiles with scents among three among the three groups. ethnic groups.
The mean scores of the three ethnic groups for The final question “would you prefer the textile textile design present little difference in preferences. with scent or without scent” also suggests that majority Caucasian score for pink polyester knit with rose is 5.5, of Hawaiians prefer with scent versus Caucasian and Chinese score is 5.125, and the Hawaiian score is 6.125 Chinese prefer without scent. Cross-tabulation (df=2, F=3. 094; P=0.049*). analyses and chi-square tests were conducted to analyze the scented textiles adoption among ethnic These five fabrics did not suggest the difference groups. among three ethnic groups. Caucasian score for dragon
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Table 5 Selection favorite fabric swatch with / Cultural difference may also impact the scented without scent Crosstabulation among Ethnicity textile selection. Hawaiians have a long relationship Ethnicity Favorite fabric with/without scent Total with tropical flowers and insist on scented products Without scent With scent more than other groups. Caucasians have been living Caucasian 22 18 40 in the consumer economy much longer than the Chinese 23 17 40 Hawaiian 13 27 40 Chinese who started appreciating beauty and Total 58 62 120 individual expression for less than thirty years. It is not
Table 5 presents cross-tabulation analyses in two- surprising to find Caucasians have much finer way frequency distributions of the selected scented preference on the design elements than Chinese. China, textiles by ethnic groups. About more than half of the silk invention country, may cultivate a habit in its Caucasian (22 out of 40) and Chinese (23 out of 40) people to look for the luxurious tactile qualities in the were reported to select without scented textile. More fabric, resulting in Chinese consumers looking for than 67% of Hawaiian (27 out of 40) reported to select fabric quality more than scent and design elements. scented textile. Based on chi-square test χ 2 (2, N=120) Implication
= 6.073, p=0.048*; significant associations found the Hawaiian people are more influenced by scent. difference of selecting scented textile among ethnic We combined tactile and visual senses in preference group. Hawaiian indicated that they prefer select fabric evaluation, but during the test procedure, it is observed with scent. with much distinction that Caucasians are more influenced by the look, mostly color and then pattern. Discussion and implication Chinese show that they care most for the touch, All three ethnic groups had different preferences whether the fabric is comfortable and good quality. towards certain textiles, scents and their combinations. This research explored the ethnic differences in The results disclose that the majority of the Chinese the degree of influence scents have on textile selection group prefers touch of texture; the results found that decisions. It may not be a universal truth that scents the majority of the Hawaiian group is highly enhance product attractions and hence promote sales. influenced by scents; and the majority of the How scents affect consumer behavior is culture Caucasians group is a mix in between. It is shown in specific and therefore should not be generalized. This the data that there is a significant difference between research may be of interest to manufacturers, product the groups in liking scented textiles verses non scented developers, textile mills and retailers by making them textiles. The majority of both Caucasians (60 % of more aware of cultural differences in scented textile participants) and Chinese (65 % of participants) group product preference. As odorized products are the next prefer non scented textiles whereas the majority of the big trend for textile products, a cultural sensitivity Hawaiian group prefers scented textiles (70 % of study may help fine-tune the products for different participants). markets. The difference may result from the age difference. Most Chinese participants are international graduate References students, with age average of 25.5. As a visitor and 1. Blackwell, R.D., Miniard, P.W., & Engel, J.F. older, Chinese could be more experienced consumers Consumer behavior: Cincinnati: South-Western and look more for inner value. Hawaiians are local and College Publishing (2005) younger may want to look better, more on the 2. Corbett, J. M. Scents of identity: Organization appearance surface and view. studies and the cultural conundrum of the nose.
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