Here we've analysed the case, brought some hypotheses and brought some conclusions about the focus group members. Also discussed on the dynamics of focus group discussion. The segmentation for this perfume have also been identified.

1. Parfum
Nineveh
Presented by
H.Devanand
M.E.Lavanya
R.Srivats
M.Suriya
M.Yamini
Uthra Ravichandran

2. Introduction
1. Parfum Nineveh, a Moroccan Corp. was considering to extend its
export to Canada and asked Herkimer Enslow Associates to do a
Market Research on the behavior of Canadians with respect to
perfume
1. Research objectives, questions and some hypotheses were
agreed and the target would be Canadian women attending
Canadian Universities.
1. A qualitative research is done to find the consumer’s decision
making process.
1. A focus group research was done by interviewing five women.

3. Focus group analysis
● The moderator starts the conversation by asking what all they
know about perfumes and what do they think about marketing
perfumes.
● Customers are pulled towards/ pushed away by
○ Brand ambassadors
○ Attractiveness
○ Similar to any other brand
○ Flavor
○ Gift packs
○ New fragrances
● Naomi - key member of focus group - works as sales rep at
shoppers.

4. Consumer Behavior conclusion based on focus group research:
● Appealing is very important than price.
● Need different aroma for different situations.
● Some have a passion for collecting perfumes.
● When buying for self,
○ Smell
○ Price
○ Personality match
○ Long lasting
○ Sexual Arousal
● When buying as a gift,
○ Which brand/flavor the person likes; price doesn't matter.

5. Dynamics of focus group discussion
● Starts the discussion with a general view on perfumes and wants to know
that why its highly marketable.
o They speak about the advertisements of perfumes.(CK)
● Asks about their recent purchase
o Gets an input of attractiveness factor.
o To find the first time purchase.
o Testers have a great impact on the behavioral decision of buyers.
o Gets a response of cheap price.
● Immediately turns the question to know about the influence of price
factor on buying behavior
o The fragrance is the first and then comes the price.
● To know about the loyalty to one brand
o Some are very loyal (Obsession)
o Some gets bored easily (Naomi changes brand every year)

6. ● Immediately the moderator turns question against her to know how
does her usage vary i.e., does it vary for each session/situation
o Daily users need different aroma different occasions
o Special users need light scent
● The moderator wants to know about passion driven persons for
perfumes i.e., perfume collectors
o There are only some people.
● Starts a new question to know about the gift segmentation and to know
about the behavior of buyers as a gift
o The consumers would go for what the end user’s preference and
then only they will consider about the price
● Attractiveness - asks about the packaging
o Not influenced by shape
o Gets attracted by packaging when it comes to gift segment
● Time constraint
o Many just go shopping and buy the perfume with what they have on
shelves. (In case of special occasion users)
o For rapid users (Innovators/ thinkers as mentioned in VALS
framework), they would buy only when all their criteria are fulfilled.

7. ● He asks about the influence of store ambience in the sense that does it
matter where they bought
o Price plays an important role here but also arises other needs like
gift sets.
o Although company sets the price, the price of perfume varies from
outlet to outlet but not upto a great extent.
● To market the product he asks them to know how do they come to know
about new perfumes
o TV Ads - songs have a greater influence on people to buy them
o Sales reps - some create distortion and their suggestion will have
greater influence. Some create anger and irritates customer
● Usage factor
o Most people use it fully
o Collectors keep it as a passion
● How will they switch or try new brand
o Spray it in air and buy
o Opinions from friends
● Does the image of perfume have an influence?
o They denied it and they are based only on the aroma and scent
quality

8. Hypothesis for further research
● Normative interpersonal influence: The level of consumer’s susceptibility
to normative interpersonal influences has a positive relationship to a)
hedonic value derived from shopping and b) Utilitarian value derived
from shopping.
o The sales person’s suggestion to customers may irritate the
customer or to buy the same; depends on the customer.
● Level of assortment: The level of assortment has a positive relation to a)
the hedonic value derived from shopping and b) the utilitarian value
derived from shopping.
o Different flavors/aroma needed for different occasions.

9. ● The level of consumer deal proneness has a positive relation to
a)hedonic value derived from shopping and b) utilitarian value derived
from shopping
o People are excited by the low prices on more volume content
o People are irritated by the tax percentage that they have to pay
when getting more volume for a lesser price.

10. Buying behavior based on focus group
Focus group
persons
Opinion over Calvin
Klein
Her views about perfume
Naomi Grungy, ads, Cindy
Crawford
Need different aroma for different
situations
Pauline Drugginess Follows suggestions of salespersons
(B2C approach)
Monica Don’t like the smell Full analyzer, smells each and every
perfume and then decides which
one to buy
Darlene Neither like nor dislike;
doesn’t like if Kate Moss
Not a regular user of perfume; uses
occasionally
Kelly Headache, dizziness

11. Inferences
● Cultural factors
o Religion- people of different religion prefer different aroma of
perfume.
● Social factors
o Influenced by friends as seen in this case (Primary groups)
● Personal factors
o Stage in the lifecycle- youth women prefer going to public
area; would like to smell nice.

12. Segmentation
● Demographic segmentation
 Age and lifecycle - University goers
 Gender - woman
● Psychographic segmentation
 Lifestyle - culture, sports, indoor(office/work area), dating
 Personality - compulsive (doesn’t go outside without wearing)
● Behavioral segmentation
 Occasions - regular(daily use), special
 Usage rate - light, medium, heavy
 Loyalty status - Medium, high
● Geographic segmentation(Canada)
 Region - whole country