PERFUMES

Perfume market in India

Buying Factors

Buying Roles

Buying Behavior

AGENDA

THE Perfume MARKET IN INDIA

India - a sub-tropical country. Perfume - a crucial grooming product.

Market has grown from 103 crore in 2003 to 1300 crore in 2014.

With a current growth rate of 30%, in next 9 years 75% urban citizens and 10% rural citizens would be using Perfume.

Changing socio-economic fabric and women empowerment major factors for Perfume revolution.

Perfume predominantly a male grooming product, but expansion into the women’s segment underway.

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-culturesSocial classesCultural trends

Cultural Factors

Sub-cultures

ReligionMany Muslim people don’t prefer alcohol based perfumes.

Many people do not use perfume which is made from animal extract like JOVAN MUSK By COLY COLOGNE

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

What is the price of perfume that you use?

less than Rs 2000

more than Rs 5000

Rs 2000 - Rs 5000

0 10 20 30 40 50 60 70

61

6

34

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

“An ancient Indian text declares "I

will smell thee on the head, that is the

greatest sign of tender

love".

Cultural trends:

Cultural trends are defined as trends widely followed by people and

which are amplified by their mere popularity and by conformity or compliance with social pressure

Trendy Perfumes. Eg Adiction

Social factors

Reference groups and membership groups

Family & RelativesFriendsColleagues

Family

Family Of Orientation: Not much influenceFamily Of Procreation: Husband and Wife

“Family is not an important

thing. It's everything.”Michael j.

Fox

Social roles and status

Position at Work Party

Personal factors

Age and Way of life

Children: Frozen ,Superman by Disney perfumes Youth: Lavender Freshman Oriflame Lovely Garden Mature : Brut

What age group you are in?

Female Male Female Male Female Male15-25 25-35 35-45

0

5

10

15

20

25

30

35

40

45

50

Age/ Gender Buying propensity

Total

Occupation

People who have more of labor work tend to buy cheaper perfumes

People with high paying occupation tend to buy moderate to expensive perfumes

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

How often do you use perfume?

Daily Occasionally0

10

20

30

40

50

60

70

80

Usage Frequency

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.

Purchasing power

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

0

5

10

15

20

25

30

35

40

45

Purchasing power Vs. Salary

Total

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.”

What is the preference for the type of perfume used?

Strong Sweet0

10

20

30

40

50

60

Usage Frequency

Psychological factors

Motives

Esteem needs

Beliefs and attitudes

Motivation

Perception

Situational Factors

Time : AvailabilitySurroundings : Indoor and OutdoorConsumer Moods Terms : Discounts and sale

The Buying Roles

INITIATOR

? Friends as Initiator

Family as Initiator

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

INFLUENCERInfluencer

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

DECIDERYes I will purchase

David Beckham perfume

Decider

iv. Buyer:The person who makes the actual purchase.

BUYERBuyer/User

4 TYPES OF BUYING BEHAVIOUR