The most common choice is duration! In the “What other things besides fragrance are important to you when buying perfume?” survey.

《duration》

• No matter how nice the fragrance is, I would be disappointed if the good smell of the perfume disappears in an instant. I want the fragrance to last a certain amount of time, so I chose the duration. (30s / Female / Tokyo / Part-time job)
• I want to use different fragrances for different occasions, so if I know the duration of a fragrance, it is easy to calculate backwards and choose the perfume I want to use. (30s / Female / Osaka / Housewife)
• I choose products that last a long time because it is a hassle to reapply many times. (50s / Male / Ibaraki / Full-time employee)
• I don't want to use perfume when I go out, so I prefer long-lasting perfume (30s / Male / Shiga / Unemployed)
• Some fragrances lose their scent quickly, so I want a perfume that lasts a certain amount of time.(30s / Female / Saitama / Company management, Executive)
• Products with longer durations of use would eliminate the need to use perfume many times. (40s / Male / Chiba / Self-employed, freelance)
• If the duration is short, I have to put it on frequently, so I try to put on one with a longer duration. (20s / Female / Kagoshima / Housewife)
• I spend a lot of time working in the office, so I choose perfumes that retain their fragrance for a long time. (40s / Male / Tokyo / Full-time employee)

• It is better to have a long-lasting, fluffy smell than to have to reapply many times and have the smell become too strong. (20s / Female / Tokyo / Temporary staff, contract worker)
• I think it is more cost-effective if it lasts longer (30s / Male / Aomori / Full-time employee)
• I want the fragrance to last for a long time, so I place importance on the duration of the fragrance. (30s / Male / Hyogo / Part-time job)
• I want to enjoy my favorite fragrance for a long time, so I prefer a long-lasting fragrance. (40s / Female / Tokyo / Housewife)
• I am concerned about whether the fragrance will disappear soon. (50s / Female / Hyogo / Housewife)
• I want the fragrance to last as long as possible (40s / Female / Ibaraki / Part-time job)
• Many perfumes lose their smell quickly. (30s / Male / Tokyo / Full-time employee)
• It depends on how long the fragrance lasts and when to use the perfume to get the desired scent.(50s / Female / Yamagata / Part-time job)
• I work in an office for a long time, so I prefer a long-lasting fragrance. (20s / Male / Tokyo / Full-time employee)
• Because I sometimes worry about my body odor in an environment where perfume is not available for a long time, and I think it is better to have a long-lasting effect. (30s / male / Gifu / company management, executive)
• There is no point in smelling it only at the beginning.(20s / Female / Hyogo / Part-time job)
• I wear it mainly for work, so basically I prefer a long-lasting fragrance. (30s / male / Tokyo / full-time employee)
• Duration and price are important. I often shake it when I go out in the morning, and I want the scent to stay with me until nighttime, so I would be happy if it lasts at least 8 hours. The other factor is the price range. If the fragrance is the same, the cheaper the better. (30s / Male / Fukuoka / Others)
• Since there are many perfumes whose fragrance changes with different durations, be careful not to have a scent that is different from the image of the expected fragrance. (40s / male / Saitama / self-employed, freelance)
• I don't like the smell of products that last too long, because it bothers me. (50s / Male / Kanagawa / Self-employed, freelance)
• I want to put it on in the morning and want the fragrance to last until about evening. (50s / Male / Chiba / Self-employed, freelance)
• It's not cost-effective if I have to reattach it many times (20s / Female / Tokyo / Part-time job)
• Because I want to maintain the fragrance throughout the day (40s / Male / Shizuoka / Full-time employee)
• It is easier to choose where to wear it if you know the duration (50s / Female / Tokyo / Housewife)
• I want my favorite and preferred fragrance to remain as long as possible, so I feel like I'm getting more value for my money if it lasts as long as possible. (40s / Female / Tokyo / Full-time employee)
• I like that it lasts a reasonably long time (30s / Female / Tokyo / Temporary staff, Contract Worker)

《price》

• The first question is whether the fragrance is to my liking, in which case the price is irrelevant, but if it is not the fragrance, the price determines whether I can buy it or not. (50s / Female / Hiroshima / Unemployed)
• If the price is low, I can buy more immediately after running out. (30s / Male / Hokkaido / Full-time employee)
• I will wear it when I go out, rather than frequently every day, so the capacity should be small. I don't buy anything too expensive. (40s / Female / Shizuoka / Full-time employee)
• I tend to get bored easily, so I value the reasonable price so that I can replace it from time to time. (30s / Female / Hyogo / Part-time job)
• I always want to wear my favorite fragrance, so I want to buy a fragrance that I can afford to buy continuously. (40s / Female / Tokyo / Full-time employee)
• If the price is too high, I think it is a waste and use it less often, so I only buy reasonably priced items. (20s / Female / Hokkaido / Part-time job)
• If it is too expensive, I can't afford it, and conversely, if it is too cheap, I don't feel I can trust it. It is important that the price is reasonable. (40s / Female / Tottori / Self-employed, freelance)

• I think it is very important to know if the budget is something you can afford. (30s / Female / Tokyo / Housewife)
• Because I am a housewife, I cannot afford to buy expensive things. (40s / Female / Fukuoka / Housewife)
• I don't buy anything that is overpriced. I usually wear a little when I go shopping. I buy moderately priced items because I don't want to waste money on expensive items. (50s / Female / Akita / Housewife)
• I think the low price is the most important (30's / Male / Kanagawa / Full-time employee)
• Even if the fragrance is good, I don't want to keep using it if it is expensive. (20s / Female / Nagano / Part-time job)
• Price makes a difference (30s / Male / Kanagawa / Self-employed, freelance)
• Since I use it every day, I choose something in the price range that I can continue to use. (30s / Female / Tokyo / Full-time employee)
• I am particular about the price because I want to use it casually. (40s / Female / Okayama / Housewife)
• I hesitate to buy if it is too expensive (20s / Female / Miyagi / Part-time job)
• I can't afford to buy such expensive items (50s / Male / Aichi / Full-time employee)
• I will select according to my budget because there is a range of acceptable prices. (40s / Female / Shiga / Housewife)
• I prefer fragrances and buy the most reasonably priced ones I can find. (30s / Female / Hokkaido / Self-employed, freelance)
• I won't buy it if it's too cheap or too expensive (30s / Female / Osaka / Full-time employee)
• I don't wear it every day, but I think price is important to keep buying it (20s / Female / Miyagi / Part-time job)
• It is not good if it is too cheap because it indicates a relaxed mind and feeling (40s / Male / Chiba / Full-time employee)
• If it is too expensive, I won't buy it (20s / Female / Osaka / Full-time employee)
• I want to buy at a lower price than the actual store, so I place importance on the price including shipping (50s / Female / Nagasaki / Housewife)
• I don't want to use anything too expensive (50s / Female / Nagano / Full-time employee)

《package》

• I buy them because they look good and are packaged well (20s / Male / Niigata / Full-time employee)
• Other than the fragrance, I also value the design of the container. I feel better when I leave the container in my room if it is cute and stylishly designed. (40s / Female / Shiga / Part-time job)
• I collect perfumes because I like beautiful bottles, and I think it is important for perfumes to look good. I like bottles that make me feel good just by looking at the beautiful decoration. (50s / Female / Shizuoka / Part-time job)
• The packaging is important. A perfume must have a good fragrance, and the “package (appearance)” is just as important. I try to choose a cute package that I enjoy looking at and that soothes me. (30s / Female / Osaka / Full-time employee)
• I feel better if the package design looks stylish. (30s / male / Shizuoka / company management, executive)
• I sometimes buy them because of their cute packaging. If I like the design, I can display it in my room. (30s / Female / Tokyo / Part-time job)
• I want to display perfumes as part of my interior design, and the stylish packages make me happy when I see them. (40s / Female / Fukuoka / Housewife)

• I want to decorate my room and enjoy its appearance. (20s / Female / Miyagi / Unemployed)
• If the package is cute, I feel good just by displaying it. (20s / Female / Aichi / Student)
• I buy them when the packages are beautiful or cute (30s / Female / Ishikawa / Self-employed, freelance)
• I display them and collect them, so the packaging is important to me. (40s / Female / Osaka / Self-employed, freelance)
• The beauty and prettiness of the product alone makes me excited. (30s / Female / Aichi / Full-time employee)
• Stylish packages motivate me (40s / Female / Fukushima / Full-time employee)
• I want something that makes me excited when I see it (20s / Female / Iwate / Part-time job)
• I like the design of the package because it makes me excited when I use it. (30s / Female / Kanagawa / Part-time job)
• I can enjoy perfume as interior decoration (40s / Male / Nagasaki / Self-employed, freelance)
• If the container is stylish, it is fun to look at it and it also makes a good interior decoration for the room. (50s / male / Hokkaido / self-employed, freelance)
• We use several different kinds of perfumes. The bottles come in a variety of shapes and sizes, and I enjoy them as interior decorations. (50s / Male / Hyogo / Full-time employee)

《brand》

• I get excited when it's my favorite brand that I like (40s / Female / Ehime / Housewife)
• Quality by brand is important, and each brand has its own characteristics, so I choose perfumes with fragrances that make the best use of their characteristics. (40s / Male / Hyogo / Full-time employee)
• They prefer to use different perfumes from specific brands. Even if the fragrances are similar, I buy perfumes of my usual brand whose quality I can trust. (50s / Female / Aichi / Part-time job)
• I place a lot of importance on brands because they are easy to talk about in conversation with my colleagues. As much as possible, I often choose perfume brands that are talked about on social networking sites. (30s / Male / Tokyo / Full-time employee)
• When an acquaintance asks, “What's that perfume?” I prefer famous brands to unknown brands because it is easier for me to answer. (50s / Male / Wakayama / Full-time employee)
• I have a preference for fragrance, and when I wear it, I prefer a scent that is as good as possible not only for me but also for those around me. For this reason, I choose high-brand fragrances because they seem to be universally accepted. (30s / Female / Fukuoka / Housewife)
• I choose my favorite fragrance from my favorite brand (50s / Female / Toyama / Self-employed, freelance)
• Perfume lovers can tell the smell clearly by the brand. (40s / Female / Tokyo / Housewife)
• Many people will notice brand-name perfumes, and it is also a status symbol. (40s / Female / Hyogo / Unemployed)

• I feel more attached to my favorite brand. (40s / Female / Hyogo / Self-employed, freelance)
• Because popular brands are always better (30s / Female / Ibaraki / Housewife)
• I want a luxury brand (30s / Male / Osaka / Full-time employee)
• Famous brands have good fragrances, guaranteed quality, and beautiful bottle designs. (40s / Female / Kanagawa / Full-time employee)
• I like Christian Dior perfumes and have been using them for a long time. Therefore, when I choose a perfume, I place importance on the brand. (50s / Female / Aichi / Housewife)
• I buy products by placing importance on what brand and what kind of fragrance they have. (30s / Female / Tokyo / Housewife)
• I often choose perfumes of my favorite brands. (40s / Female / Chiba / Self-employed, freelance)
• I prefer brands that I like (30s / Female / Nagasaki / Housewife)

《capacity》

• Because I use it infrequently, I prefer a smaller capacity. (50s / Female / Osaka / Unemployed)
• I consider the brand and other factors, but since I use perfume frequently and consume it quickly, I tend to give priority to perfumes with large capacities. (40s / Female / Hyogo / Part-time job)
• I don't use it every day, so I don't need a large amount, and I want to try different products in small quantities. (40s / Female / Saitama / Part-time job)
• I want to use perfumes of various fragrances, so I choose small-capacity ones. (20s / Female / Tokyo / Housewife)
• I get bored with the same fragrance all the time, and I feel that too large fragrances are a waste because they are volatile. (30s / Female / Hyogo / Full-time employee)
• Because I don't want the fragrance to deteriorate, so I insist on choosing a smaller capacity. (40s / Female / Aomori / Housewife)
• Strictly speaking, it is cosmetic when considering two things: capacity and price. I myself tend to choose the one that gives me the best value for money. (50s / male / Hiroshima / self-employed, freelance)
• I love the smaller volume because the fragrance does not oxidize or deteriorate and the container is cute. (40s / Female / Hyogo / Part-time job)
• I choose one with a little more capacity. (30s / Female / Saitama / Housewife)
• I want to use up the product before the expiration date, so I try not to choose a capacity that is too large. (50s / Female / Tokyo / Full-time employee)

《other》

• I have weak skin, so perfumes with harsh ingredients cause skin irritation. Even if the fragrance is weaker, I want to focus on the ingredients. (40s / Female / Chiba / Part-time job)