MEN'S FRAGRANCE

Men's Fragrance

Executive Summary

Different types of men's cologne swarm the markets to cater to the different needs and tastes of men. Cologne or eau de cologne is a concentrated fragrance in style that originated in Cologne, Germany, in the year 1700's, created by some Italians whose identities have remained unrecognized and under debate as to who invented such product first. Cologne is a mixture of citrus aroma like lemon, orange, bergamot, and lavender oils. Colognes can be applied liberally since they have smaller amounts of oils than water unlike perfumes which should be applied in minimal amount. The majority of the colognes are men's cologne, which has 80 more brands than women's cologne. It has lighter and airy scents like citrus and musk. Other cologne aroma also includes woody scents.

Table of contents

Table of Contents

Introduction1

Research Objectives2

Methodology2

Assumptions & Limitation4

Analysis5

Choosing the Perfect Scent5

Choose One That's Good for Your Girl6

Depending on your personality7

Tips to buy a perfume10

Fragrances Enable Customers in the Mood12

Simple fragrances are processed liquid13

Sales Promotion through Scent Marketing14

Scent Is Effective Advertising Even With Weak Arguments15

The Nature of the Product Does Not Matter16

Research17

University Of St. Gallen (HSG)17

Men Perfume - The Top 10 Men's Fragrance18

Conclusions21

References21

Introduction

Men are vain in choosing the right cologne that suits their preferences best. They opt for designer and labelled colognes for good investment. One of the bestselling designer colognes of all time are the lines of Hugo Boss, Giorgio Armani, and John Varvatos (Madsen 2000, Pp. 34-54). Created by Hugo Fernando Boss, Hugo Boss cologne line has raved a lot of positive feedback from different men around the world. It has colognes for different occasions from red carpet events to casual wear.  On the other hand, Georgio Armani has continued to expand his reputation from his clothing line to his colognes (De La Haye 2004, Pp. 21-30).

Georgio Armani is one of the most renowned designers globally. His creations are known for its distinct luxury and polished finish, and have a wide variety of cologne scents to choose from. His fragrances are inspired by the Mediterranean culture, citrus and natural flavours, and classic luxury (Shareefdeen 2005, Pp. 8-13).

John Varvatos has found his way to fame when he launched his cologne scents in 2004(Galante 2003, Pp. 78-89). Famous for its classic sophistication, the John Varvatos cologne has distinctive bottling and style. It deviates from the usual cologne packaging and screams classic and retro. The scents are for casual wear that ranges from citrus mixes to woody fragrance. John Varvatos colognes are suited for men with calm and sophisticated nature (Stephen 1999, Pp.23-45).

Research Objectives

The objective of this research is to identify the important attributes in the fragrances used by men.

Influence on consumer's decision making and consumer's perception of the leading brands performance

Methodology

This study is based on the quantitative/qualitative research methodology.

Quantitative Research

Quantitative research is research involving the use of structured questions where the response options have been predetermined and a large number of respondents are involved.

By definition, measurement must be objective, quantitative and statistically ...