Consumer Perception Survey on Home Fragrance Products
居家香氛产品消费者研究调查

We are a group of students from The University of Hong Kong enrolled in a marketing research course, and we are conducting this survey to understand consumers’ perceptions, usage habits, and purchasing behaviors toward high-end fragrance and home fragrance products. There are no right or wrong answers, and all your responses will remain anonymous and used only for academic research purposes. This survey will take approximately 5–8 minutes to complete. We greatly appreciate your time and valuable input!

我们是来自香港大学（The University of Hong Kong）修读市场研究课程的一组学生，目前正在进行一项问卷调查，旨在了解消费者对于高端香氛及居家香氛产品的看法、使用习惯以及购买行为。

本问卷不存在对或错的答案，所有回答均将匿名处理，并仅用于学术研究用途。完成本问卷大约需要 5–8 分钟。

非常感谢您抽出宝贵时间参与本次调查！
*
1.
Have you ever heard of the brand Aesop?
您是否曾听说过品牌 Aesop？
Yes 是
No 否
*
2.
Have you ever purchased or used any home fragrance products?
您是否曾购买或使用过任何居家香氛产品？
Yes 是
No 否
*
3.
How familiar are you with Aesop’s home fragrance products?
您对 Aesop 的居家香氛产品有多熟悉？
Very familiar 非常熟悉
Somewhat familiar 有一些熟悉
Heard of it, but do not know it well 仅听说过但不了解
Not familiar at all 不熟悉
*
4.
What was your first channel of exposure to Aesop’s fragrance products?
您最初是通过哪个渠道接触到 Aesop 的香氛产品的？
Aesop physical boutique 实体门店
Social media 社交媒体
Word-of-mouth (recommendation from friends/family) 亲友推荐（口碑传播）
Online advertisement 线上广告宣传
Other 其他
*
5.
If you have purchased Aesop fragrance products, which channel did you use for your most recent fragrance purchase?
如果您曾购买过 Aesop 的香氛产品，您最近一次购买是通过哪个渠道完成的？
Aesop physical boutique 实体门店
Aesop official website 官方网站
E-commerce platform 电商平台
Department store counter Department store counter
Other 其他
*
6.
Approximately how much do you spend per year on home fragrance products?
您每年大约在居家香氛产品上的花费是多少？
0 HKD
1-99 HKD
200-499 HKD
500-999 HKD
1000 HKD or above
*
7.
On average, how many hours per week do you use scent-related products at home?
平均而言，您每周在家中使用香氛相关产品的时间大约是多少小时？
0 hours
Less than 1 hour
1–3 hours
4–7 hours
8-14 hours
More than 14 hours
“Imagine that Aesop, Jo Malone, Diptyque, and Le Labo all launch a premium home fragrance device/diffuser designed with its signature minimalist aesthetic and high-quality scents.” 

Note: If you have never heard of the four brands above, please Google all of them for a quick glance before answering the questions below.


请设想 Aesop、Jo Malone、Diptyque 和 Le Labo 均推出了一款采用其标志性极简美学设计，并搭配高品质香氛的高端居家香氛设备（香薰机）。

注： 如果您从未听说过以上四个品牌，请在回答以下问题前，先通过网络简单了解这些品牌。

*
8.
How appealing do you find the idea of a premium home fragrance device/diffuser for Aesop?
您认为 Aesop 推出一款高端居家香氛设备（香薰机）的概念有多吸引您？
Not at all appealing (完全没有吸引力)
Extremely appealing (非常有吸引力)
*
9.
How appealing do you find the idea of a premium home fragrance device/diffuser for Jo Malone?
您认为 Jo Malone 推出一款高端居家香氛设备（香薰机）的概念有多吸引您？
完全没有吸引力
非常有吸引力
*
10.
How appealing do you find the idea of a premium home fragrance device/diffuser for Diptyque?
您认为 Diptyque 推出一款高端居家香氛设备（香薰机）的概念有多吸引您？
完全没有吸引力
非常有吸引力
*
11.
How appealing do you find the idea of a premium home fragrance device/diffuser for Le Labo?
您认为 Le Labo 推出一款高端居家香氛设备（香薰机）的概念有多吸引您？
完全没有吸引力
非常有吸引力
*
12.

How strongly do you associate "Aesthetic Design" with Aesop?

您认为「美学设计」这一特征与 Aesop 品牌的关联程度有多强？

完全没有关联
非常强关联
*
13.

How strongly do you associate "Natural / Ingredient-focused" with Aesop?

您认为「天然／注重成分」这一特征与 Aesop 品牌的关联程度有多强？

完全没有关联
非常强关联
*
14.

How strongly do you associate "Lifestyle-orientation" with Aesop?

您认为「强调生活方式」这一特征与 Aesop 品牌的关联程度有多强？

完全没有关联
非常强关联
*
15.

How strongly do you associate "Sophistication" with Aesop?

您认为「精致感」这一特征与 Aesop 品牌的关联程度有多强？


完全没有关联
非常强关联
*
16.

How strongly do you associate "Aesthetic Design" with Diptyque?

您认为「美学设计」这一特征与 Diptyque 品牌的关联程度有多强？

完全没有关联
非常强关联
*
17.

How strongly do you associate "Natural / Ingredient-focused" with Diptyque?

您认为「天然／注重成分」这一特征与 Diptyque 品牌的关联程度有多强？

完全没有关联
非常强关联
*
18.

How strongly do you associate "Lifestyle-orientation" with Diptyque?

您认为「强调生活方式」这一特征与 Diptyque 品牌的关联程度有多强？

完全没有关联
非常强关联
*
19.

How strongly do you associate "Sophistication" with Diptyque?

您认为「精致感」这一特征与 Diptyque 品牌的关联程度有多强？

完全没有关联
非常强关联
*
20.

When purchasing home fragrance products, how important is a “Aesthetic Design” positioning to you?

在购买居家香氛产品时，「美学设计」这一品牌定位对您而言有多重要？

完全不重要
非常重要
*
21.

When purchasing home fragrance products, how important is a “ Natural / Ingredient-focused” positioning to you?

在购买居家香氛产品时，「天然／注重成分」这一品牌定位对您而言有多重要？

完全不重要
非常重要
*
22.

When purchasing home fragrance products, how important is a “ Lifestyle-orientation” positioning to you?

在购买居家香氛产品时，「强调生活方式」这一品牌定位对您而言有多重要？

完全不重要
非常重要
*
23.

When purchasing home fragrance products, how important is a “ Sophistication” positioning to you?

在购买居家香氛产品时，「精致感」这一品牌定位对您而言有多重要？

完全不重要
非常重要

Suppose that now Aesop has confirmed it will launch a premium home fragrance device/diffuser designed with its signature minimalist aesthetic and high-quality scents. Please share your perceptions of the following product features.


请设想 Aesop 已确认将推出一款采用其标志性极简美学设计，并搭配高品质香氛的高端居家香氛设备（香薰机）。请您根据以下产品特征分享您的看法。

*
24.
How appealing do you find the ability for the device to adjust scents based on different settings?  (e.g., citrus in the morning and woody scents at night)
您认为该设备可根据不同情境自动调整香味的功能有多吸引您？（例如：早晨为柑橘调，夜晚为木质调）

.

完全没有吸引力
非常有吸引力
*
25.

How appealing do you find the ability for the device/diffuser to allow you to insert different scent capsules for a more customized fragrance experience, with recommendations for new scents?

您认为该设备可通过更换不同香氛胶囊，实现个性化香氛体验，并提供新香味推荐的功能有多吸引您？

完全没有吸引力
非常有吸引力
*
26.

How appealing do you find the inclusion of subtle lighting in the device/diffuser (e.g., a soft night light or no light option)?

您认为该设备配备柔和灯光功能（例如：柔和夜灯或可关闭灯光选项）有多吸引您？

完全没有吸引力
非常有吸引力
*
27.
How would you evaluate Aesop’s current performance in product innovation?
您如何评价 Aesop 目前在产品创新方面的表现？
非常差
非常优秀
*
28.
Based on your current perception of Aesop, what price range would you pay for a home fragrance product from Aesop?
根据您目前对 Aesop 的整体印象，您愿意为上述所描述的居家香氛设备（香薰机）支付的价格区间为多少？
Less than 500 HKD
500 – 999 HKD
1000 – 1499 HKD
1500 – 1999 HKD
2000 – 2499 HKD

Brand Images （7 Images in Total）

*
29.
Based on brand images shown above, how much would you associate Aesthetic with Aesop’s products?
根据上方所展示的品牌形象，您认为该产品与「美学设计」这一特征的关联程度有多强？
完全没有关联
非常强关联
*
30.
Based on brand images, how much would you associate Natural / Ingredient-focused with Aesop’s products?
根据上方所展示的品牌形象，您认为该产品与「天然／注重成分」这一特征的关联程度有多强？
完全没有关联
非常强关联
*
31.
Based on brand images, how much would you associate Lifestyle-oriented with Aesop’s products?
根据上方所展示的品牌形象，您认为该产品与「强调生活方式」这一特征的关联程度有多强？
完全没有关联
非常强关联
*
32.
Based on brand images, how much would you associate Sophistication with Aesop’s products?
根据上方所展示的品牌形象，您认为该产品与「精致感」这一特征的关联程度有多强？
完全没有关联
非常强关联
*
33.
Suppose Aesop launches the premium fragrance device described earlier, how would you evaluate its performance in product innovation?
假设 Aesop 现在推出上述设备，您会如何评价其在产品创新方面的表现？

非常差
非常好
*
34.
Suppose Aesop launches the premium fragrance device described earlier, what price range would you willing to pay?
假设 Aesop 推出前述所描述的高端居家香氛设备，您愿意支付的价格区间为多少？
Less than 800 HKD
800 – 1199 HKD
1200 – 1599 HKD
1600 – 1999 HKD
2000 – 2499 HKD
*
35.
Suppose Aesop launches the product mentioned before, how likely would you be to purchase it?
假设 Aesop 推出前述提及的产品，您购买该产品的可能性有多高？
非常不可能购买
非常可能购买

For Q36-Q41:

For Aesop, Jo Malone, Diptyque, and Le Labo, please indicate how you perceive the similarity between these brands withFor Aesop, Jo Malone, Diptyque, and Le Labo, please indicate how you perceive the similarity between these brands with 

1 = not at all similar, 7 = extremely similar


第 Q36–Q41 题：
请针对 Aesop、Jo Malone、Diptyque 和 Le Labo 这四个品牌，评估您认为它们彼此之间的相似程度。
(1 = 完全不相似，7 = 非常相似)

*
36.
How similar are Aesop and Jo Malone?
您认为 Aesop 与 Jo Malone 的相似程度如何？
完全不相似
非常相似
*
37.
How similar are Aesop and Diptyque?
您认为 Aesop 与 Diptyque 的相似程度如何？
完全不相似
非常相似
*
38.
How similar are Aesop and Le Labo?
您认为 Aesop 与 Le Labo 的相似程度如何？
完全不相似
非常相似
*
39.
How similar are Jo Malone and Diptyque?
您认为 Jo Malone 与 Diptyque 的相似程度如何？
完全不相似
非常相似
*
40.
How similar are Jo Malone and Le Labo?
您认为 Jo Malone 与 Le Labo 的相似程度如何？
完全不相似
非常相似
*
41.
How similar are Diptyque and Le Labo?
您认为 Diptyque 与 Le Labo 的相似程度如何？
完全不相似
非常相似

To what extent do the following statements describe your personality? Please rate each statement on a 1–7 scale (1 = Strongly disagree, 7 = Strongly agree).


以下陈述在多大程度上描述您的个人特质？请根据 1–7 分量表进行评价。
(1 = 非常不同意，7 = 非常同意)

*
42.
I identify myself as someone who cares about the pursuit of daily rituals.
我认为自己是一个重视日常仪式感的人。
非常不同意
非常同意
*
43.
I am strongly influenced by aesthetics in consumption decisions.
在消费决策中，我会受到美学因素的强烈影响（例如：倾向购买外观设计好看的产品）。
非常不同意
非常同意
*
44.
I pay close attention to ingredients and production processes for home fragrance products.
在选购居家香氛产品时，我会特别关注其成分是否天然。
非常不同意
非常同意
*
45.
I am drawn to brands that reflect my personal identity and lifestyle.（Identity- driven）
相比其他品牌，我更容易被能够体现我个人生活理念的品牌所吸引。
非常不同意
非常同意
*
46.
I prefer unique products over widely used ones.
相比广泛流行的产品，我更偏好具有独特性的产品。
非常不同意
非常同意
*
47.
What is your gender?
您的性别是？
Male 男
Female 女
Non-binary / Third gender 非二元性别／其他
Prefer not to disclose 不愿透露
*
48.
What is your age group?
您的年龄属于以下哪个区间？
Under 20
20–29
30–39
40–49
50 or above
*
49.
What is your approximate monthly personal income?
您的个人每月收入大约属于以下哪个区间？
Below 10,000 HKD
10,000–19,999 HKD
20,000–29,999 HKD
30,000–49,999 HKD
50,000 or above HKD
*
50.
What is your current occupation?
您目前的职业状态是？
[Multiple]
University Student 大学生／在读学生
Full-time employed 全职工作
Part-time employed 兼职工作
Self-employed 自由职业／个体经营
Homemaker 家庭主妇／家庭主夫
Retired 已退休
Unemployed 失业／待业中
Other 其他（请注明）：
Note: All images shown in this survey are AI-generated and fictional. They do not represent real products or actual brand offerings.
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