K. Shivakumar, Associate Professor, Department of Marketing Studies, Skyline College, Sharjah, U.A.E

Sumathi Natarajan, Adjunct Faculty, Skyline College, Sharjah, UAE

Rengasamy Elango, Assistant Professor, Department of Business and Management Studies, Skyline College, Sharjah, U.A.E

A survey was carried out between November, 2004 and January, 2005 by the authors to gain an insight into the purchase behavior of both employed and unemployed women of the Dubai and Sharjah regions, U.A.E towards perfumes. The findings of the survey revealed both similarities and differences in their purchase behavior. Majority of the surveyed women exhibit a similar buying behavior with regards to period of usage, frequency of use, reason for using perfumes, preference for branded perfumes, frequency of purchase, and show differences when it comes to place of purchase, persons accompanying the respondents during the purchase, time taken for purchase, money spent on perfume, motivators and influencing factors. The researchers have also suggested to the perfumes marketers to concentrate more on promoting their branded products to the segments of women who use unbranded perfumes and to make their special promotions and advertising campaigns more effective. This can be done by using the number of ladies saloons and beauty parlors that are located in and around Dubai and Sharjah regions.

Shivakumar, K., Natarajan, S., & Elango, R. (2005). An Empirical Study on the Purchase Behaviour of Employed and Unemployed Women of Dubai and Sharjah Regions, U.A.E., towards Perfumes. Skyline Business Journal, Volume 1, No. 2, pp 33-38.