In this research we have survey the product performance and buying behavior of the fragrance of perfumes, which are used by people of all ages. During this research we have interacted with people of all ages who use perfume. After this research we came to know how people perceives these products on the variables like price, fragrance, advertisement, satisfaction, packaging, brand loyalty etc.

1. 1
A REPORT ON PERFUME PURCHASE BEHAVIOR
Submitted to
Dr. ASHWINI SOVANI
Group Members
M. TAGORENATH REDDY 14BSP0724
NAVNEET KUMAR 14BSP0847
ROHIT KUMAR 14BSP0850
NIMISHA DWIVEDI 14BSP0897
P ROHIT VARMA 14BSP0929

2. 2
Group Members
M. TAGORENATH REDDY 14BSP0724
NAVNEET KUMAR 14BSP0847
ROHIT KUMAR 14BSP0850
NIMISHA DWIVEDI 14BSP0897
P ROHIT VARMA 14BSP0929

3. Contents
1. INTRODUCTION .......................................................................................................................... 4
Objective of the study ................................................................................................................ 4
2. AGE GROUP................................................................................................................................. 4
3. PROFESSION................................................................................................................................ 5
4. PURPOSE ..................................................................................................................................... 5
5. BRAND CHOICE IN MEN.............................................................................................................. 6
6. BRAND CHOICE IN WOMWEN.................................................................................................... 7
7. PLACE OF PURCHASE .................................................................................................................. 7
8. PRICE SENSITIVITY ...................................................................................................................... 8
9. CONCLUSION .............................................................................................................................. 8
3

4. 4
1. INTRODUCTION
In this research we have survey the product performance and buying behavior of the
fragrance of perfumes, which are used by people of all ages. During this research we have
interacted with people of all ages who use perfume. After this research we came to know how
people perceives these products on the variables like price, fragrance, advertisement,
satisfaction, packaging, brand loyalty etc. We also came to know which particular brand of
perfume is most preferred by people of different age groups. In this research we have surveyed
that how frequently and how much perfume they use, whether they buy small, big or family
pack. Trend of on-going changes in their likings has been shown in the report. In this report we
have tried to explain the entire research and facts product wise.
As perfume is regarded as one of the biggest Fast Moving User Good (FMCG), there are
many factors in mind of user which induce them to purchase a particular brand of perfume. Some
of these factors are Price, Fragrance, Packaging, Brand name. Ever changing behavior of user,
dominance of different brands in the market compelled me to undertake a research work in this
segment. The prime objective of study is to analyze the effect of various factors on buying
behavior of users
Objective of the study
This project is based on user behavior towards Perfumes. Objectives of the study are:
 The other objective is to know about the customer satisfaction associated with
the product and the customer preference level.
 To increase customer satisfaction and recapture the market share by fulfilling
the customer needs.
 To s tudy the fa c to rs a ffe c t ing the consumpt io n pa t te rn
2. AGE GROUP
People below the age group of 15 don’t use perfumes. People between the age group of
16-20 capture the majority of the market in terms of purchases which is 50%. People between the
age group of 21-25 consume about 44% of market and the age group between26-30 have a
market of 4% while the other 2% of the market is taken by the people between the age group of
36-40.

5. 5
60%
50%
40%
30%
20%
10%
0%
purchases
16-20 21-25 26-30 36-40
3. PROFESSION
purchases
The customers who buy perfumes consists majorly students who contribute 60% of the
consumers followed by employees who contribute 20% and then business people who contribute
12% and the others by 8%.
4. PURPOSE
The reason for the customer to purchase perfume is majorly as a body spray which
contributes 45% compared to body odour which is 24% followed by sensitive skin that is 21%
and roll on which is 10%.Majority of the consumers use it as a body spray.

6. 6
PURPOSE
0% 10% 20% 30% 40% 50%
roll on
sensitive skin
body odour
body spray
5. BRAND CHOICE IN MEN
PURPOSE
When it comes to brand choice Axe is the most preferred brand in men’s segment with
58% of brand choice followed by lee which has 9% compared to Nike which has 8% followed by
addidas which has 17% and the last is tommy which has 8%.
0% 20% 40% 60% 80%
Tommy
Addidas
Nike
Lee
Axe
Brand choice
Brand choice

7. 7
6. BRAND CHOICE IN WOMWEN
When it comes to brands of perfume for women the highest consumption is FA which
has 34% followed by spinz which has 39% of consumption Tommy girl and SHE which have
11% and the least preferred is Calvin Klen which has 5% of market share.
Brand choice
0% 10% 20% 30% 40% 50%
CALVIN KLEN
SHE
TOMMY GIRL
SPINZ
FA
The people in the age group of 36-40 won’t change the brand that easy because they would have
been using the brand for a very long time and they won’t have a easy change of opinion. When it
comes to the age group between 16-25 they would change the brands easily as they are open to
experiment new brands till they stick to a single brand.
7. PLACE OF PURCHASE
Brand choice
0% 10% 20% 30% 40% 50% 60% 70%
Wholesale market
retail store
Super market
Gift shops

8. 8
8. PRICE SENSITIVITY
The price sensitivity of this sector has an effect on the industry. It depends on the budget
of the consumers. Some it is concerned with the emotional attachment with the brands and in
such a case the price does not matter. The age also matters as the youngsters buy perfumes even
if they are highly priced as they would try no matter what the price is. Some people buy
perfumes looking at the price as they think that high priced brands are a symbol of prestige.
People also pick up perfumes which have an appealing look irrespective of the price of the
product.
9. CONCLUSION
Study has revealed that brand of the perfume, packaging, bottle design are among the
important factors for consumers during the purchase of the perfume. However, the ultimate
decisive elements are fragrance and quality of the perfume. Any marketer who can come up with
a desirable fragrance of high quality and combines it with right type of product elements i.e.
packaging and bottle design then we will be confident in guaranteeing any success. It is also
noteworthy that even if the perfume has become a success and it is up for recommendations from
family, friends and colleagues and customer has positive inclinations due to past experience with
perfume, even then marketers must keep on delivering on quality promise.