MR PPT

MARKET RESEARCH ON PERFUMES

Presented By:Harjot Kaur C 11Sonam Prasad C 15Tanvi Sharma C 17Janhavi Vyas C 21Jasmeet Singh C 25Arko Bhattacharya C 46Badel Singh C 55

Classification of Perfumes

FRAGRANCE WHEEL

MAJOR PERFUME BRANDS

• ARMANI

• TOMMY HILFIGER

• GUCCI

• CHRISTIAN DIOR

• HUGO BOSS

• CALVIN KLEIN

OBJECTIVES

• To unravel the behavior and attitudes of the fragrance-buying public.

• To study about the frequency of purchase and use; multiplicity of purchase and use.

• To learn about the shopping experience associated with the purchase of fragrances.

• To unveil the perception of price positioning of premium brands.

• To get an insight into the perception of fragrance as a prestige gift and associated levels of gifting.

• To study about the perceptions associated with the celebrity endorsement.

• To learn about the effect the packaging of the product has on the buying behavior of the customer.

• To study about the relative influence of the press and TV advertising on the buying preferences of the customer.

RESEARCH DESIGN

• Qualitative marketing research –

• generally used for exploratory purposes

• small number of respondents

• not generalizable to the whole population

• statistical significance and confidence not calculated

• Eg : Focus Groups

• Quantitative marketing research –

• generally used to draw conclusions

• tests a specific hypothesis

• uses random sampling techniques

• large number of respondents

• Eg : surveys & questionnaires

RESEARCH DESIGN USED

• In the present research on Perfumes we have used Quantitative Research methods.

• Quantitative marketing research is the application of quantitative research techniques to the field of marketing.

• In the present project we have used questionnaires as our method for conducting our research.

• This method helped us to gain an overview of the perceptions of consumers in relation to perfumes and also the level of usage of different brands of perfumes.

DATA COLLECTION

PRIMARY DATA• Sample of 253 people

.• Perceptions of

consumers regarding perfumes through a well developed questionnaire.

SECONDARY DATA• Collected information

from different sources:

• Internet: • Books: • Newspapers:

RESEARCH INSTRUMENT

• Research tool used here is “Questionnaire”Types of Questionnaire :• Structured Non-disguised Questionnaire• Non-Structured- Non- Disguised Questionnaire• Structured Disguised Questionnaire• Non-Structured Disguised Questionnaire

In the present research on Perfumes we have used “Structured Non-Disguised Questionnaire”

SAMPLING

In this research on “Perfumes” we have followed the following steps:

• Target Population: upper class and upper middle class income group people.

• Geographical Spread of the target population (Sampling Frame):

The area of research is North India. In north India also parts of Delhi, Jaipur and Shimla were the areas for primary data collection by way of Questionnaires.

• Sampling Method Used:

We have used the Non- Probability Sampling methods which are Convenience Sampling and Snowball Sampling.

• Sample size:

Sample size is 253.

Data Analysis Techniques

Descriptive Data Analysis

• Frequency Distributions• Measures of Central

Tendency • Mean, Median ,Mode• Measures of Dispersion • Variance , Standard

deviation

Inferential Data Analysis

• Chi-square (P2) tests • Correlation • Regression • Software Used : SPSS

ANALYSIS OF DATA

DESCRIPTIVE ANALYSIS

INCOME GROUPS

AGE GROUPS

Q 1: What body products do you usually use?Q 1: What body products do you usually use?

Q 2: When do you usually wear a perfume?

Q 3: Describe the qualities you look for in a perfume?

Q 4: Any specific perfume color bottle you prefer?

Q 5: What shape of perfume bottle you prefer?

Q 6: What type of aromas do you prefer?

Q 7: I would like to purchase perfume of a brand that is recognizable.

Q 8: If the packing of perfume is attractive, I will buy it regardless of brand.

Q 9: I prefer premium segment perfume because I consider they provide high quality.

Q 10: I attach high social status with the people those who wear branded perfumes.

Q 11: I would like to buy some specific perfume because the advertisement projects

or reflects my desired life.

Q 12: Celebrity endorsement of a fragrance gives it more appeal.

Q 13: Fragrance endorsed by celebrities is higher in quality.

Q 14 What brand of perfume are you using at the moment?

Q 15: What is your experience with the current brand?

Q 16: Assign the following brands of perfume a weight based on your awareness about them. The sum of weights should not

exceed 100.Descriptive Statistics

N Minimum Maximum Sum Mean Std. Deviation

Tommy Hilfiger (out of 100) 253 0 100 5598 22.13 16.616

Armani (out of 100) 253 0 100 4304 17.01 12.560

Gucci (out of 100) 253 0 100 4033 15.94 13.231

Christian Dior (out of 100) 253 0 60 3512 13.88 10.351

Hugo Boss (out of 100) 253 0 80 3916 15.48 10.126

Calvin Klein (out of 100) 253 0 100 4290 16.96 12.435

Valid N (listwise) 253

Q 17 Which key factor is your priority of choosing perfume?

Q 18 From where do you shop your preferred brand of perfume?

Q 19"Fragrances are a reliable and safe choice for gifts." Do you agree?

Q 22 What price range would you prefer for your perfume (100ml/ 3.4 Oz)?

CROSS TABULATION ANALYSIS

TIME OF USAGE

Vs

AGE GROUP OF RESPONDENTS

When do you usually wear a perfume? * Which age group you fall in?

Count

Which age group you fall in?

Total18 to 25 25 to 40 40 to 50 50 and above

When do you usually wear a perfume?

All day long 49 40 19 6 114

Only on special occasions 33 32 22 12 99

Evenings 12 12 15 1 40

Total 94 84 56 19 253

TIME OF USAGE

Vs

QUALITIES DESIRED IN A PERFUME

TIME USAGE

Vs.

INCOME GROUP ANALYSIS

TYPE OF BODY PRODUCTS

Vs

INCOME GROUP

TYPE OF AROMA

Vs.

AGE GROUP

CELEBRITY ENDORSEMENT

Vs

AGE GROUP ANALYSIS

Social status linked with branded perfumes Vs Age group

Brand of perfume Vs Happiness

•Majority used Tomy Hilfiger with 52 people.•High satisfaction rate with around 72.22% (52 out of 72)

•2nd largest in terms of market share.• 84% satisfaction rate (37 out of 44) . Performs better than Tomy Hilfiger.

TOMY HILFIGER CALVIN KLEIN

Strong player in the niche segment---GUCCI

Crosstab

Count

What is your experience with the current brand?

TotalHappy Neutral Unhappy

What brand of perfume are you using at the moment? - Gucci

Yes 34 5 1 40

No 163 38 12 213

Total 197 43 13 253

What brand of perfume are you using at the moment? - Gucci * What is your experience with the current brand?

A low but healthy 34 out of 40 people are happy with the brand.

So low market share but strong player in the niche segment

Source of availability Vs Age group

A healthy 64.03% and majority buys perfumes from a Departmental store.

A high 35.18% out of those who buy from departmental stores are in age group of 18-25, then closely followed by the age group of 25-40.

Perfume Brand Vs Income Group

Out of the 72 respondents, around 44.4% each fall in the income group of below 5 lakh and 5-10 lakh.

Therefore the mid and low income segment comprises of around 89% of the total Tomy Hilfiger brand users

In the mid income segment, Christian Dior has its highest percentage of its consumers.

Of all its users, around 59% of users are from the mid income segment. And this value is next only to of Tomy Hilfiger.

TOMY HILFIGER CHRISTIAN DIOR

Perfumes as Gifts Vs Age group

• Around 61.6% of the respondents believed perfumes as a safe choice for gifts. In this around 35% comprised from the 18-25 group and another 35% from the 25-40 age group, making a combined 70%.

PREMIUM SEGMENT PERFUME HAS HIGH QUALITY

Vs. AGE GROUP

“I prefer premium segment perfume because I consider they provide high quality * Which age group you fall in? Cross tabulation

Count

Which age group you fall in?

Total18 to 25 25 to 40 40 to 5050 and above

I prefer premium segment perfume because I consider they provide high quality

Strongly Disagree

0 4 1 0 5

Disagree 9 11 9 3 32

Neutral 28 22 19 6 75

Agree 48 35 17 6 106

Strongly Agree

9 12 10 4 35

Total 94 84 56 19 253

SPECIFIC PERFUMES REFLECT THE DESIRED LIFE

Vs. AGE GROUP

I would like to buy some specific perfume because the advertisement projects or reflects my desired life. * Which age group you fall in?

Count

Which age group you fall in?

Total18 to 25 25 to 40 40 to 50 50 and aboveI would like to buy some specific perfume because the advertisement projects or reflects my desired life.

Strongly Disagree

7 8 3 1 19

Disagree 24 23 24 10 81

Neutral 32 30 6 5 73

Agree 28 19 18 3 68

Strongly Agree 3 4 5 0 12

Total 94 84 56 19 253

INCOME GROUP Vs PRICE RANGE OF PERFUME

ANALYSIS 

Which income group you fall into? * What price range would you prefer for your perfume (100ml/ 3.4 Oz)?

Count

What price range would you prefer for your perfume (100ml/ 3.4 Oz)?

TotalLess than Rs. 1000

Rs. 1000 - Rs. 2500

Above Rs. 2500

Which income group you fall into?

Below 5 lacs 76 37 9 122

5-10 lacs 23 53 15 91

Above 10 lacs

6 12 22 40

Total 105 102 46 253

AGE GROUP Vs. PRICE RANGE ANALYSIS

Which age group you fall in? * What price range would you prefer for your perfume (100ml/ 3.4 Oz)? Crosstabulation

Count

What price range would you prefer for your perfume (100ml/ 3.4 Oz)?

TotalLess than Rs.

1000Rs. 1000 - Rs.

2500Above Rs.

2500Which age group you fall in?

18 to 25 44 41 9 94

25 to 40 39 31 14 84

40 to 50 11 24 21 56

50 and above 11 6 2 19

Total 105 102 46 253

Marketer’s Focal Point

• Most sought after qualities: Freshness & Relaxing

• Most preferred aromas: Light & Sweet

• Clear bottles are preferred over colored bottles.

CONCLUSION

• Majority of the people who wear perfumes prefer to use perfumes for all day long and this phenomenon was most found in the range of 18-25 years.

• Freshness and relaxing are the two most sought after qualities in the perfumes and heavy and spicy are two least preferred one.

• People usually prefer perfumes being packaged in clear bottles.

• Light and sweet aromas would figure as the most preferred aromas.

• Majority of the people would like to purchase a branded perfume which is recognizable and they prefer premium segment perfume as they perceive that these perfumes are of high quality.

• Tommy Hilfiger is the most popular brand that the majority of the respondents.

• Fragrance and brand are the two most crucial factors affecting the decision for buying the perfume.

• Departmental stores are still the favorite destinations for buying perfumes though the trend of online shopping is picking up.

• Fragrance is a reliable and safe gift choice especially for those brands which have been around for years

RECOMMENDATIONS

• The consumption patterns indicate a low usage rate, so companies should go for intensive marketing and awareness campaigns to tap the untapped potential.

• The companies should provide smaller packing so that all larger segments of consumers could be attracted.

• The untapped potential markets of sub-urban and

rural areas should be strategically conquered.

MAJOR LIMITATIONS

• The sample size selected for the project included only about 300 respondents. Larger pool of respondents provides the key findings a finer edge.

• The selection method chosen for the process of sampling was based on convenience and snowball sampling.

• The geographic extent of our sampling was limited was limited to north India.

THANK

YOU