AKSU Journal of Communication Research (AJCR)

ASSESSMENT OF FRAGRANCES AND PERFUMES AS CHANNELS OF NON-VERBAL COMMUNICATION AMONG COMMUNICATION ARTS FEMALE STUDENTS OF UNIVERSITY OF UYO

Author:  DR. UDUOT IWOK & ITA, JEDIDIAHAYOMIDE

Abstract
The study, an assessment of fragrances and perfumes as a channel of non-verbal communication among Communication Arts Female Students of University of Uyo, sought among others to ascertain the extent of understanding of fragrances and perfumes among Communication Arts Female Students of University of Uyo; examine the uses of fragrances and perfumes as a nonverbal channels of communication among Communication Arts Female Student of University of Uyo and also determine examine the factors that influence the choice of fragrances among Communication Arts Female Students of University of Uyo. The study adopted a survey research method with the use of personal interviews as means of data gathering. The population of the study is the entire Female Communication Arts Students which was put at 468 approximately. A sample size of 50 students was purposively drawn from two levels (third and final year) using convenience sampling technique. Findings indicated that 64% of respondents had a good understanding about the nature of fragrance and perfume while 36% don‘t have any knowledge about their fragrance usage. Findings also showed that four major factors were identified as the reason for choice of perfumes and fragrance usage namely affordability, preferences and brand loyalty, functionality and destination. Based on these findings, it was recommended that Female students should be aware of the nonverbal cues that they intend to communicate through their use of perfumes to ensure that they are communicating intentionally.