it is related to factors that affect while purchasing the perfume and the roles played by consumer

1. PERFUMES

2. Perfume market in India
Buying Factors
Buying Roles
Buying Behavior
AGENDA

3. THE Perfume MARKET IN INDIA
 India-asub-tropicalcountry.Perfume-acrucialgroomingproduct.
 Markethasgrownfrom103crorein2003to1300crorein2014.
 Withacurrentgrowthrateof30%,innext9years75%urbancitizensand10%ruralcitizenswouldbeusing
Perfume.
 Changingsocio-economicfabricandwomenempowermentmajorfactorsforPerfumerevolution.
 Perfumepredominantlyamalegroomingproduct,butexpansionintothewomen’ssegmentunderway.

4. Culture and societal environment:
Culture is crucial when it comes to understanding the needs
and behaviors of an individual. For a brand, it is important to
understand and take into account the cultural factors
inherent to each market or to each situation in order to
adapt its product and its marketing strategy. As these will
play a role in the perception, habits, behavior or
expectations of consumers.
Sub-cultures
Social classes
Cultural trends
Cultural Factors

5. Sub-cultures
Religion
ManyMuslimpeopledon’t preferalcoholbasedperfumes.
Manypeopledonotuseperfumewhichismadefromanimalextractlike JOVANMUSK
ByCOLYCOLOGNE

6. Social classes:
People having higher
purchasing potential
tend to buy high price
perfumes
People having Lower
purchasing potential
tend to buy Low price
perfumes
People having Very
Low purchasing
potential might not
purchase perfumes

7. What is the price of perfume that you
use?
61
6
34
0 10 20 30 40 50 60 70
less than Rs 2000
more than Rs 5000
Rs 2000 - Rs 5000
Count of Range of the Perfumes
used
BRAND RANGE OF PERFUMES
Burberry, Calvin klein, Davidoff, Ralph Lauren Rs 1,000 – Rs 4,000
Escada, Gucci , Giorgio Armani , Givenchy Rs 4,000 – Rs 9,000
Channel Rs 10,000 – Rs 25,000

8. “An ancient
Indian text
declares "I will
smell thee on
the head, that
is the greatest
sign of tender
love".
Cultural trends:
 Culturaltrendsaredefinedastrendswidelyfollowedbypeopleand
whichareamplifiedbytheirmerepopularityandbyconformityorcompliance
withsocialpressure
 TrendyPerfumes.EgAdiction

9. Social factors

10. Reference groups and membership groups
Family & Relatives
Friends
Colleagues

11. Family
Family Of Orientation: Not much influence
Family Of Procreation: Husband and Wife
“Family is not
an important
thing. It's
everything.”
Michael j. Fox

12. Social roles and status
 Position at Work
 Party

13. Personal factors

14. Age and Way of life
 Children: Frozen ,Superman by Disney perfumes
 Youth: Lavender Freshman Oriflame Lovely Garden
 Mature : Brut

15. What age group you are in?
0
5
10
15
20
25
30
35
40
45
50
Female Male Female Male Female Male
15-25 25-35 35-45
Age/ Gender Buying propensity
Total

16. Occupation
Peoplewhohavemoreoflaborworktendtobuycheaperperfumes
Peoplewithhighpayingoccupationtendtobuymoderatetoexpensiveperfumes

17. Lifestyle
 The purchasing power of an individual will have, of course, a
decisive influence on his behavior and purchasing decisions based on
his income and his capital

18. How often do you use perfume?
0
10
20
30
40
50
60
70
80
Daily Occasionally
Usage Frequency

19. Purchasing power
People with medium
income will spend on
perfume but the purchase
limit will be restricted
based on income they
earn.
People with low income
might spend a limited
part of income or even
do not spend on perfume.
People with high income
will spend more on branded
perfumes.
NO income earners will
spend money on perfume
from the money provided to by
family.

20. Purchasing power
0
5
10
15
20
25
30
35
40
45
less than
Rs 2000
Rs 2000 -
Rs 5000
less than
Rs 2000
more
than Rs
5000
Rs 2000 -
Rs 5000
less than
Rs 2000
Rs 2000 -
Rs 5000
less than
Rs 2000
more
than Rs
5000
Rs 2000 -
Rs 5000
above Rs 1,00,000
monthly
No Income Upto Rs 1,00,000
monthly
upto Rs 50,000 monthly
Purchasing power Vs. Salary
Total

21. Personality
 Personality is the set of traits and specific characteristics of each individual. It is
the product of the interaction of psychological and physiological
characteristics of the individual and results in constant behaviors.
“Style is a
reflection of
your attitude
and your
personality.”

22. What is the preference for the type of
perfume used?
0
10
20
30
40
50
60
Strong Sweet
Usage Frequency

23. Psychological factors

24. Motives
Esteem needs
Beliefs and attitudes
Motivation
Perception

25. Situational Factors

26. Time :Availability
Surroundings:IndoorandOutdoor
ConsumerMoods
Terms:Discountsandsale

27. The Buying Roles

28. INITIATOR
? Friends as Initiator

29. Family as Initiator

30. ii. Influencer:
A person whose view or advice influences the decision.
INFLUENCERInfluencer

31. iii. Decider:
A person who decides on any component of a buying
decision; whether to buy, what to buy, how to buy, or
where to buy
DECIDER
Yes I will
purchase David
Beckham
perfume
Decider

32. iv. Buyer:
The person who makes the actual purchase.
BUYERBuyer/User

33. 4TYPESOFBUYINGBEHAVIOUR