Business Development of Soy-Blend Scented Candle that Prioritise Performance and Safety “LLUSCENT”
Keywords:
scented candle, consumer prefrence, fragrance, business, consumer behaviourAbstract
Throughout the year, scented candles have recently increased in popularity by providing users with unique fragrances and experience. This research conducted a quantitative research using the purposive sampling method targeting women aged 17 to 45 years old that settles in Jakarta, Bogor, Depok and Tangerang (JABODETABEK), Indonesia, with a monthly spending above 3 million rupiah to further understand customer preferences for candles. Using a confidence interval of 95% and a margin error of 6%, a sample size of 278 respondents was achieved using the Slovin’s formula. The study further revealed that consumers prioritize three main aspects in scented candles which are consistent fragrance release, wide fragrance dispersal, and minimalist product design. Amongst the findings of consumers’ priorities, natural based candles were not included. This study gives insightful information about consumer preferences for premium scented candles within the Jabodetabek region. The obtained data have a major role in creating premium scented candles that synchronize with consumer expectations, benefitting to the success of scented candle businesses.
Keyword: scented candle; consumer preference; fragrance; business
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