Factors Contributing to the Purchase Intention of Halal Fragrances (Ator): A Study on Dhaka City

Abstract

Fragrance is identical to the cherry on the cake in personal grooming. The halal fragrance (Ator) has different acceptance among Muslim customers. Like many supplementary beauty products, the purchase intention for fragrance is also a complex one. To understand the drivers of the purchase intention of halal fragrance a structured survey questionnaire was formed and responses were collected from 500 respondents conveniently. Nine predictors including price, bottle design, brand, smell, personal care budget, advertisement, peer recommendation, sales promotion and online review are considered as the determinants through reviewing the past literature and hypotheses were developed as well. The Multiple Linear Regression analysis was used to test the hypotheses. The results found that price, smell, personal care budget and advertisement have significant associations with the purchase intention of halal fragrances (Ator). The study has also discussed the significance of this study’s findings aligning with prior literature and provided guidelines for practitioners. Finally, the limitations and future research opportunities have been discussed.