Download - THE Perfume MARKET IN INDIA
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