Objective: This study aimed to identify and prioritize customer expectations of luxury brands in women’s perfumes and fragrances by analyzing Digikala user reviews. The topic is important because user-generated content provides valuable insight into consumer behavior, especially in luxury perfume products with emotional, symbolic, and experiential meanings.
Method: This applied-developmental study used qualitative content analysis and Shannon Entropy. The research population consisted of user reviews posted on Digikala for luxury women’s perfumes and fragrances, and the unit of analysis was each review related to the selected products. Through purposive judgmental sampling, 384 eligible reviews were selected. Open coding produced 41 initial codes, which were conceptually classified into 12 final components. Shannon Entropy was then used to determine the weight and priority of each component.
Findings: The findings showed that customer expectations can be classified into 12 components. Based on Shannon Entropy, Trust in the Distributor, Assurance of Product Authenticity, and Perfume’s Impact on Others ranked first to third, respectively.
Conclusion: The results indicate that components related to trust, authenticity, and the social impact of perfume consumption have higher informational weights. Therefore, luxury brands in this category should, in addition to product quality, focus on building trust in distribution channels, assuring product authenticity, and managing customer experience.