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CATEGORY DAILY USE
CONSUMER GOODSPRODUCT PERFUME
CONSUMERBEHAVIOR
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UNDERSTANDING CONSUMERBUYING BEHAVIOUR
Consumer Beha!ouris the study of the
decision involving when, why, how and wherepeople do or do not buy a product
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NEED OF UNDERSTANDINGCONSUMER BEHAVIOR
Reveals Consumers perception about your product
Helps in preparing future marketing strategies
Helps in targeting audience
Facilitates scheduling of events
Consumer behavior also is related to cultural attributes
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PERFUME MAR"ET IN INDIA
Perfumes are considered to be
luxurious goods
spirational !uyers
Rs" #$$%&$$ crore 'arket
(ear on year growth
approximately )$%)*+
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PRODUCT E#PECTENCY LEVELS
Potential
ugmented
xpected
!asic
Core!enefit Freshness
nti perspirant
-ong % lasting
Fragrance
Customised .mell
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.-C/012 1F .'P-
Retail outlets in different parts of the city werevisited to capture the different segments of thesociety
Prospective 3 actual customers were targeted to fillin the 4uestionnaires
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R.RCH
Research .tyle %5escriptive Research
.ample .i6e 78$ respondents
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PAC"AGING OF THE PERFUMEBOTTLE
Colour of the Perfume
.i6e of Perfume !ottle
.hape of the Perfume !ottle
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COLOUR OF PERFUME BOTTLE
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SI$E OF THE PERFUME BOTTLE
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SHAPE OF THE BOTTLE
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PRICE OF THE
PERFUME
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CONCERN FOR PRICE
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MA#IMUM PRICE PAID
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OTHER FACTORS %%%
Fre4uency of !uying
Fragrance
Celebrity ndorsements
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FRE&UENCY OF PURCHASE
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"IND OF SCENT
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INFLUENCE BY CELEBRITYENDORSEMENTS
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REASONS FOR NOT BUYINGA PERFUME
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CONSUMER BUYING PROCESS
Problem Recognition 7 9 week lag : wait for aholiday; weekend" !eliefs and ttitudes
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STIMULI
%'arketerdominate
%1ther
xposure
ttention
Comprehension
cceptance
RetentionE()erna*
Sear+h
'
'
1R
(
2eedRecognition
0nterna
l
.earch
Pre,ur+hase
A*)erna)!eEa*ua)!on
Purchase
Consum,)!on
Result
D!ssa)!s-a+)!on Sa)!s-a+)!on
E#TERNAL
%Culture
%.ubculture
%Family
%.ocial group etc
INDIVIDUAL
%ttitudes
%-earning
%Perception
%'otivation
%.elf 0mage etc
DECISION PROCESS
INFO PROCESSINPUT
VARIABLES
CUSTOMER DECISION PROCESS
MODEL
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MAR"ETINGIMPLICATIONS OF
CONSUMER
BEHAVIOR FORPERFUMES
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BUYING BEHAVIOR FOR PERFUMES
Mar.e)!n/ a) )hePo!n) o- Pur+hase
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SEPARATIONS OR GAPS INVOLVED INTHE SALE OF PERFUMES
.patial .eparation
Perceptual .eparation
?alues .eparation
.eparation of 1wnership
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SEGMENTING
TARGETING
POSITIONING
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SEGMENTING
5emographic 0ncome .ocial status
!ehavioral Purchase History @here they shop
0mpulsiveness
Psychographic !rand Preferences
Price .ensitivity -ifestyle
0nformation .ources
0nfluenced by Peers
Relationship 0mportance
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TARGETING
xisting Competition
.i6e of current market and growth rate
0nternal strengths
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POSITIONING
GENERIC MAR"ETING
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GENERIC MAR"ETINGORIENTATION
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R1-. 1F
0nitiator 7 individual need, special occasions,festivals
0nfluencer 7 salesman, peer group, advertisement
!uyer 7 the customer
Consumer % the actual user of the product
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POST 0 PURCHASE BEHAVIOUR
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Thank
You
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