THE Perfume MARKET IN INDIA

1. PERFUMES

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

3. THE Perfume MARKET IN INDIA India -a sub-tropical country. Perfume-a crucial grooming product. Market has grown from 103 crorein 2003 to 1300 crorein 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.

4. Culture and societal environment: Cultural Factors 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. Social classes Cultural trends Sub-cultures

5. 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

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

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

9. Social factors

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

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

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

13. Personal factors

14. Age and Way of life  Children: KIDS & PRE-TEENS  Youth: Charmeur  Mature : Fleur

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

16. 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

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? Usage Frequency 80 70 60 50 40 30 20 10 0 Daily Occasionally

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

20. Purchasing power Purchasing power Vs. Salary 45 40 35 30 25 20 15 Total 10 5 0 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

21. Personality “Style is a reflection of your attitude and your 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.

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

23. Psychological factors

24. Motives Beliefs and attitudes Esteem needs Motivation Perception

25. Situational Factors

26. Time : Surroundings : Consumer Moods Terms : Time :Availability Surroundings :Indoor and Outdoor Consumer Moods Terms :Discounts and sale

27. The Buying Roles

28. INITIATOR Friends as Initiator ?

29. Family as Initiator

30. Decider Yes I will purchase David Beckham perfume DECIDER 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

31. 4 TYPES OF BUYING BEHAVIOUR