CONSUMER

BEHAVIOR
CATEGORY DAILY USE
CONSUMER GOODS
PRODUCT PERFUME

UNDERSTANDING CONSUMER
BUYING BEHAVIOUR

Consumer Behaviouris the study of the

decision involving when, why, how and where
peopledoordonotbuyaproduct

NEED OF UNDERSTANDING
CONSUMER BEHAVIOR
RevealsConsumersperceptionaboutyourproduct
Helpsinpreparingfuturemarketingstrategies
Helpsintargetingaudience
Facilitatesschedulingofevents
Consumerbehavioralsoisrelatedtoculturalattributes

PERFUME MARKET IN INDIA

Perfumesareconsideredtobe

luxuriousgoods
AspirationalBuyers
Rs.600-700croreMarket
Yearonyeargrowth

approximately20-25%

PRODUCT EXPECTENCY LEVELS

CustomisedSmell
Antiperspirant
Potential
Augmented
Expected
Basic
Core
Benefit

Long-lasting
Fragrance
Freshness

SELECTIONOFSAMPLE
Retailoutletsindifferentpartsofthecitywere

visitedtocapturethedifferentsegmentsofthe
society
Prospective&actualcustomersweretargetedtofill
inthequestionnaires

RESEARCH

ResearchStyle-

DescriptiveResearch
SampleSize
30respondents

PACKAGING OF THE PERFUME

BOTTLE

ColourofthePerfume
SizeofPerfumeBottle
ShapeofthePerfumeBottle

COLOUR OF PERFUME BOTTLE

SIZE OF THE PERFUME BOTTLE

SHAPE OF THE BOTTLE

PRICE OF THE
PERFUME

CONCERN FOR PRICE

MAXIMUM PRICE PAID

OTHER FACTORS ...

FrequencyofBuying
Fragrance
CelebrityEndorsements

FREQUENCY OF PURCHASE

KIND OF SCENT

INFLUENCE BY CELEBRITY
ENDORSEMENTS

REASONS FOR NOT BUYING

A PERFUME

CONSUMER BUYING PROCESS

ProblemRecognition1weeklag(waitfora

holiday/weekend)
InformationSearch1day
EvaluationofAlternatives30minutes
PurchaseDecision10minutes
PostPurchaseEvaluationapproximately5uses

BUYERS DECISION PROCESS

ProductChoice
BrandChoice
DealerChoice
PurchaseTiming
PurchaseAmount

FACTORS INFLUENCING CONSUMER

BUYING BEHAVIOUR

CULTURAL FACTORS
1.

Culture

2. Sub-culture
3. SocialClass

SOCIAL FACTORS
1.

ReferenceGroups

2. Family
3. RolesandStatus

PERSONAL FACTORS
1.

FamilyLifeCycle

2. OccupationandEconomiccircumstances
3. Lifestyle
4. Personalityandself-concept

PSYCHOLOGICAL FACTORS
1.

Motivation

2. Perception
3. Learning
4. BeliefsandAttitudes

CUSTOMER DECISION PROCESS

MODEL

Need
Recognition

Exposure
STIMULI
-Marketer
dominate
-Other

Attention
Comprehension
Acceptance

External

Retention

Interna
l

EXTERNAL
-Culture
-Subculture

Search

-Family
-Socialgroupetc

M
E

Prepurchase

Alternative
Evaluation

INDIVIDUAL
-Attitudes

Purchase

-Learning
-Perception
-Motivation

Consumption

Search

-SelfImageetc

Result
Dissatisfaction

INPUT

Satisfaction

INFO PROCESS

VARIABLES

DECISION PROCESS

MARKETING
IMPLICATIONS OF
CONSUMER
BEHAVIOR FOR
PERFUMES

BUYING BEHAVIOR FOR PERFUMES

Marketing at the
Point of Purchase

SEPARATIONS OR GAPS INVOLVED IN

THE SALE OF PERFUMES
SpatialSeparation
PerceptualSeparation
ValuesSeparation
SeparationofOwnership

SEGMENTING

TARGETING

POSITIONING

SEGMENTING
Demographic

Income
Socialstatus

Behavioral

PurchaseHistory
Wheretheyshop
Impulsiveness

Psychographic

BrandPreferences
PriceSensitivity
Lifestyle
InformationSources
InfluencedbyPeers
RelationshipImportance

TARGETING
ExistingCompetition
Sizeofcurrentmarketandgrowthrate
Internalstrengths

POSITIONING

GENERIC MARKETING
ORIENTATION

ROLESOF
Initiatorindividualneed,specialoccasions,

festivals
Influencersalesman,peergroup,advertisement
Buyerthecustomer
Consumer-theactualuseroftheproduct

POST - PURCHASE BEHAVIOUR

Thank
You