How Girls Buy Perfume

8/7/2019 How Girls Buy Perfume

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Data Collection

Primary Data: Those data which are collected afresh and for the first time

and thus happen to be original in character.

Secondary data: Those data which have already been collected by

someone else and has already been passed through the statistical process.

The Data collection Technique followed are primary data collection by means of:1. Questionnaire2. Personal Interviews3. Survey4. Schedules

Questionnaire:

• In this method a questionnaire is sent to the persons concerned with arequest to answer the questions and return the questionnaire.

• Questionnaire consist of a number of questions printed or typed in adefinite order on a form or set of forms.

We used an online questionnaire that was sent to P.hd , Law , MBA andM.Tech Students of IIT Kharagpur.Printed Questionnaire was also distributed to the girls of B.Tech, MBA , Lawand P. Hd.

Benefits of online questionnaire:

1. Low cost2. Free from bias of the interviewer3. Respondents have adequate time.4. Respondents who are not easily approachable can also be reached.5. Large samples can be used. Thus the results are more reliable and

dependable.

Demerits:1. Low rate of return of the duly filled in questionnaires.2. Can be used only when respondents are co-operating.

To counter the above problems we distributed the printed questionnaires.

While designing the questionnaire the things that we kept in mind :1. Start with the general questions like age , occupation and then move

towards more research specific questions.2. Do not put controversial questions at the beginning since that might irk

the respondent.3. A mix of open ended and closed ended questions were kept.

Flaws in designing the Questionnaire

1. Some of our respondents said that if the questionnaire had questionnumbers then it would have been more convenient. without the question

numbers some of them were confused and thus skipped some questions.



Schedules

1. Enumerators go to respondents with schedules, put them the questionsfrom the proforma and record the replies.

2. They explain the aims and objects of the investigation and removes thedifficulties which respondents feel in understanding the questions

We went to the tech market in IIT Kharagpur and Pooja Mall in Kharagpur andwent to girls and got the schedule filled.

Projective Techniques

• Sometimes called as indirect techniques.

Developed by psychologists to use projection of respondents for inferring aboutunderlying motives, urges, or intentions which are such that the respondent

either resists to reveal them or is unable to figure out himself.

We used:

Verbal Projection Test:

These are the tests wherein the respondent is asked to comment on or to explainwhat other people do. For example: Why do girls wear perfume?

Interviews:

1. Personal interviews

• Unstructured interviews

– they do not follow a system of pre-determined questions andstandardized techniques of recording information.

– Objective is to bring some preliminary issues to the surface so thatresearcher can determine what variables need further in-depthinvestigation.

• Structured interviews

It is conducted when it is known at the outset what information isneeded.

– The interviewer has a list of predetermined questions.

We conducted structured interviews with IIT students and tried to bring out thefacts which were not revealed in the questionnaire.

Problem faced:

Many of the students in IIT did not use perfumes .



Processing and Data Analysis:

We used the following techniques:

Coding:

Coding refers to the process of assigning numerals or other symbols to answerso that responses can be put into unlimited number of categories or classes.Coding is necessary for efficient ananlysis and through it several replies may bereduced to a small number of classes which contain the critical informationrequired for analysis.

Here we are coding the responses of questions like :

Does the suggestion from the salesperson affect your sales decision?

Do you wait for discounts/offers for purchasing?

Does the occasion affect the choice of perfume that you buy /wear?



How do girls decide which perfumeto buy?

Gals,Please help us in completing our research project by filling up this survey. Theinformation from this survey will be used only for academic purposes.* Required

Top of Form

Age *

• 13-18

• 19-24

• 25-30

• 30+

Hometown/ City *

State *

Current Occupation *

• Student

• Employee

• Other:

Do you earn? *

• Yes

• No

Monthly Pay/Stipend/ Pocket Money Approximate amount is sufficient

Do you use perfume? *



• Yes

• No

What is your favourite perfume?Brand/Fragrance

How often do you purchase perfume? *

• once a month

• once every 3 months

• once every 6 months

• once every year

• I am not a frequent purchaser

• Other:

Which is the perfume that you most recently purchased?Fragrance/Brand

Rank the following attributes in the order of their importance to you duringpurchase of a perfume *Highest preference being 1

1 2 3 4 5

Design of thebottle/

Convenience of carrying

Fragrance

Brand

Cost



1 2 3 4 5

Availability

Are you more likely to buy a celebrity endorsed perfume? *

• Yes

• No

• Other:

I prefer bottles which are *

• Long and Thin

• Circular

• Short and Wide

• Abstract

• Other:

In which season do you purchase/use more perfumes? *

• Summer

• Winter

• Season does not affect my purchase/use

• Other:

Does the occassion affect the choice of the perfume that you buy/wear? *Forexample, daily wear, parties, festive occasions

• Yes

• No

• Other:



Does the suggestions from the salesperson affect your purchase decision? *

• Always

• Sometimes

• Never

• Other:

Do you wait for discounts/ offers for purchasing? *

• Always

• Sometimes

• Never

• Other:

I go for a new perfume when *

• a friend recommends it to me

• its advertisements appeal to me

• i feel I need a change

• No, I usually stick to my favourite perfume

• Other:

Who influences your buying decisions? *

• Friends

• Family

• Boy-friend

• I make my own choice



• Other:

From where do you prefer to buy a perfume? *You can check more than one

option

• Malls

• Retail shops

• Exclusive Outlets

• Online

• Other:

Why do you wear perfume? *

Submit

Bottom of Form

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Does the occasion affect the choice of the perfume

that you buy/wear?

Frequency Percentage

Yes 51 53%

sometimes 14 15%

No 31 32%

53% of people said that the occasion affected their choice of the perfume whereas 32%

were indifferent to it.

Girls tend to choose different fragrances for different occasions.

X Axis: Age Group

Y Axis: Percentage

It is observed that with the increase in the age and consequently with the

increase in the purchasing power girls tend to use different fragrance and

perfume for different occasions .

Interviews reveealed that Girls tend to use stronger perfumes for festivals and

parties , and light ones for daily wear.

Age Group 13-18 19-25 25-30 30+Yes 2 27 11 4Sometimes 0 3 11 0

No 1 18 17 1



I t is observed that with the increase in the

age of the girls the affect of salesman advice

is reduced and they prefer to make their own

choices.

Age Group 13-19 20-25 25-30 30+

Always 1 29 0 0

sometimes 2 17 23 2

Never 0 2 15 3



I go for a new perfume when:

Frequency Percentage

A Friend recommends it to me 14 15

Its advertisement appeals to me 6 6

I feel a need to change 56 59

No, I usually stick to myfavourite perfume 19 20

59% of the girls went for a new perfume

when they felt a need for change whereas

only 6% of the girls went for a different perfume if the advertisement appealed to

them.

e Age GroupAAA 13-18-- 19-254 25--30 30+A Friend recommends it to me 0 9 4 1

Its advertisement appeals to me 0 5 1 0

I feel a need to change 3 23 26 4

No, I usually stick to my favouriteperfume

0 11 8 19



It is observed that with the increase in age ,

girls tend to stick by their own favouriteperfume and seldom changed it for a new

one. The affect of advertisement is

diminished as the age increases.

How Girls Buy Perfume

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