Perfume Manufacturing Company in India

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PERFUMES
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• Perfume market in India

• Buying Factors

AGENDA

• Buying Roles

• Buying Behavior

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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 womens segment underway.

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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.

• Sub-cultures
• Social classes
• Cultural trends

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Sub-cultures

• Religion
• Many Muslim people dont prefer alcohol based
  perfumes.
• Many people do not use perfume which is made from
  animal extract like JOVAN MUSK By COLY COLOGNE

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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
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What is the price of perfume that you use?
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
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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

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Social factors
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Reference groups and membership groups

• Family Relatives
• Friends
• Colleagues

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Family is not an important thing. It's
everything.
Family

• Family Of Orientation Not much influence
• Family Of Procreation Husband and Wife

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Social roles and status

• Position at Work
• Party

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Personal factors
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Age and Way of life

• Children KIDS PRE-TEENS
• Youth Charmeur
• Mature Fleur

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What age group you are in?
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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

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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

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How often do you use perfume?
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Purchasing power

NO income earners will spend money on perfume
from the money provided to by family.
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.
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Purchasing power
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Style is a reflection of your attitude and your
personality.
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.

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What is the preference for the type of perfume
used?
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Psychological factors
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Motives
Beliefs and attitudes
Esteem needs
Motivation
Perception
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Situational Factors
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• Time Availability
• Surroundings Indoor and Outdoor
• Consumer Moods
• Terms Discounts and sale

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The Buying Roles
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INITIATOR
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Friends as Initiator
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Family as Initiator
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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
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4 TYPES OF BUYING BEHAVIOUR
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