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 Perfumerevolution.

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-cultures

Social classes

Cultural trends

Cultural Factors

Sub-cultures

Religion

Many 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?

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

Bzireperfumes, 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 Bzireperfumes

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.”

Social roles and status

Position at Work

Party

Personal factors

Age and Way of life

Children: KIDS & PRE-TEENS Youth: Charmeur Mature : Fleur

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

Occupation

People who have more of labor work tend to buy cheaper perfumesPeople 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?

0

10

20

30

40

50

60

70

80

Daily Occasionally

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

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

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?

0

10

20

30

40

50

60

Strong Sweet

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

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

4 TYPES OF BUYING BEHAVIOUR