The Study of Customer Journey and Touchpoints of Thai Floral Perfume

Abstract

This research article aims to (1) study the consumer journey of Thai floral scented perfumes, and (2) examine the touchpoints of consumers of Thai floral scented perfumes. The study population consists of individuals who have purchased Thai floral scented perfumes. A purposive sampling method was used to select 20 participants, and data were collected through in-depth interviews. The data were analyzed by using word coding, and the word codes were categorized into consumer journey stages and touchpoints. The findings of the study on the consumer journey revealed the following (1) Consumer Journey and Touchpoints in the Awareness Stage: Consumers become aware of Thai floral scented perfumes primarily through online channels, followed by in-store experiences, and lastly through recommendations from acquaintances. (2) Consumer Journey in the Consideration Stage: Consumers consider the purpose of use and scent as the main factors, followed by influences from others and recommendations from store staff. (3) Consumer Journey and Touchpoints in the Purchase Decision Stage: Consumers tend to purchase Thai floral scented perfumes in-store more often than online, with some purchases being gifts from others. Payment methods include bank transfer, credit card scanning, and cash. (4) Consumer Journey in the Repurchase Stage: 75.00% of consumers repurchase Thai floral scented perfumes. The main reasons for repurchase are either the need to replace a finished product or being influenced by others in their circle. (5) Consumer Journey in the Word-of-Mouth Stage: 70.00% of consumers recommend the perfumes to others. Based on interviews, word-of-mouth recommendations are primarily about the quality of the fragrance, which is pleasant and unique. The main touchpoints for word-of-mouth are online channels and person-to-person referrals. The results of the study can be used to inform strategies or marketing plans that align with consumer needs in targeted groups.