A PROJECT REPORT

“User buying behavior towards Perfume”

Submitted for the partial fulfillment of the

requirement for the award

PGDM
ACADEMIC SESSION
(2009 – 2011)
SUBMITTED TO:
Prof. Shweta Jain

SUBMITTED BY:
Prabhakar Rahul Enroll (2009PGDM031)
Puneet Arora Enroll (2009PGDM033)
Amit Bharti Enroll (2009PGDM004)
PGDM (MARKETING AND HR)
 Table of contents

1. Introduction

2. Hypothesis

3. Research methodology

4. Data analysis and interpretation

5. Conclusion

6. Suggestion and recommendations.

7. Bibliography

8. Annexure
CHAPTER 1 INTRODUCTION

In this research we have survey the product performance and buying

behavior of the fragrance of perfumes, which are used by people of all
ages. During this research we have interacted with people of all ages
who use perfume. After this research we came to know how people
perceives these products on the variables like price, fragrance,
advertisement, satisfaction, packaging, brand loyalty etc. We also came
to know which particular brand of perfume is most preferred by people
of different age groups. In this research we have surveyed that how
frequently and how much perfume they use, whether they buy small, big
or family pack. Trend of ongoing changes in their likings has been
shown in the report. In this report we have tried to explain the entire
research and facts product wise.

Objective of the study

This project is based on user behavior towards Perfumes. Objectives of
the study are:
1 The other objective is to know about the customer satisfaction
associated with the product and the customer preference level.
2 To increase customer satisfaction and recapture the market share by
fulfilling the customer needs.
3 To study the factors affecting the consumption pattern.
Problem definition:

Problem Statement:- What are the factors which influence the user
while purchasing Perfumes

My study topic deals with User Behavior and different factors that
influence user to purchase a particular brand of perfumes.

As perfume is regarded as one of the biggest Fast Moving User

Good (FMCG), there are many factors in mind of user which induce
them to purchase a particular brand of perfume. Some of these factors
are Price, fragrance, Packaging, Brand name. Ever changing behavior of
user, dominance of different brands in the market compelled me to
undertake a research work in this segment. The prime objective of my
study is to analyze the effect of various factors on buying behavior of
users.
Product Overview
Perfume is a mixture of fragrant essential oils and aroma
compounds, fixatives, and solvents used to give the human body,
animals, objects, and living spaces a pleasant scent. The odoriferous
compounds that make up a perfume can be manufactured synthetically
or extracted from plant or animal sources.

Perfumes have been known to exist in some of the earliest human

civilizations either through ancient texts or from archaeological digs.
Modern perfumery began in the late 19th century with the commercial
synthesis of aroma compounds such as vanillin or coumarin, which
allowed for the composition of perfumes with smells previously
unattainable solely from natural aromatics alone.

The precise formulae of commercial perfumes are kept secret. Even if

they were widely published, they would be dominated by such complex
ingredients and odorants that they would be of little use in providing a
guide to the general consumer in description of the experience of a scent.
Nonetheless, connoisseurs of perfume can become extremely skilful at
identifying components and origins of scents in the same manner as
wine experts.
“The most practical way to start describing a perfume is according to the
elements of the fragrance notes of the scent or the "family" it belongs to,
all of which affect the overall impression of a perfume from first
application to the last lingering hint of scent.”

Fragrance notes
Perfume is described in a musical metaphor as having three sets of notes,
making the harmonious scent accord. The notes unfold over time, with
the immediate impression of the top note leading to the deeper middle
notes, and the base notes gradually appearing as the final stage. These
notes are created carefully with knowledge of the evaporation process of
the perfume.

 Top notes: The scents that are perceived immediately on application

of a perfume. Top notes consist of small, light molecules that
evaporate quickly. They form a person's initial impression of a
perfume and thus are very important in the selling of a perfume. Also
called the head notes.
 Middle notes: The scent of a perfume that emerges just prior to when
the top notes dissipate. The middle note compounds form the "heart"
or main body of a perfume and act to mask the often unpleasant initial
impression of base notes, which become more pleasant with time.
They are also called the heart notes.
 Base notes: The scent of a perfume that appears close to the departure
of the middle notes. The base and middle notes together are the main
theme of a perfume. Base notes bring depth and solidity to a perfume.
Compounds of this class of scents are typically rich and "deep" and
are usually not perceived until 30 minutes after application.

The scents in the top and middle notes are influenced by the base notes,
as well the scents of the base notes will be altered by the type of
fragrance materials used as middle notes. Manufacturers of perfumes
usually publish perfume notes and typically they present it as fragrance
pyramid, with the components listed in imaginative and abstract terms.
CHAPTER 2 HYPOTHESIS

Hypothesis:

After defining the problem we have to find out the tentative solution to
the problem in the preposition forms this tentative solution, the validity
have to check is known as hypothesis.

HO: Fragrance does not influence the user to purchase the Perfume.

HA: Fragrance is the key factor for purchasing perfume.

CHAPTER 3 RESEARCH METHODOLOGY

Primary data:

To analyze buying behavior and in order to gain insight into the buyer
need satisfaction level a questionnaire was formulated and administered
among 50 people in coaching centre ,

Most of the questions is based on likert scale.

Questionnaire was attached in annexure.

Secondary data:

A number of secondary information was used they were:

Web sites: Scribd, Wikipedia and other brands websites. Search of two
previous research papers these two research paper were attached in the
annexure.

CHAPTER 4. Data analysis and interpretation

 1. Age group.

30

25

20

15 Series1
Series2

10

0
Below 15 16 - 20 21 - 25 26 - 30 31 - 35 36 - 40 41 - 45 Above 45

According to this graph 50% respondents were between age group

16 – 20, 44% respondents between 21 – 25.

2. Profession
 Profession
Any other
8%

Business
12%

Employee
Student
20%
60%

As you can see in the chart, 60% respondents were students, 20%
employee. 12% businessman, and 8% others on which research was
conducted.

3. Ratio of people using perfume

 Ratio of user

No
16%

Yes
84%

From this pie chart we can see that 84% of the respondents use perfume
and only 16% are those who don‟t use perfume.
After this all the interpretation and findings are done on the basis of
these 84% users.

4. Frequency of purchasing perfume

 Frequency
Series2 Series1

9.52%
Yearly
4

16.67%
Quaterly
7

54.76%
Monthly
23

19.40%
Weekly
8

The frequency of purchasing perfume is higher on monthly basis

comparing to weekly, quarterly and yearly.

5. Purpose of using perfume

 Purpose
Series1 Series2

45.23%

23.80%
21.42% 19

10
9
9.52%

0%
0
Antiperspirent agent Body Odour regulator Sensitive skin Roll on Body Spray

The reason for purchasing perfume is higher for the use of body spray
which is around 45%, comparing to body odour regulator (23.8%),
sensitive skin (21.42%), roll on (9.52%).

6. Brand preference
Men :

Brand preference - Men

Series1 Series2
14

8.335

4
2
58.33% 2
2
8.33%
Axe 16.67%
Lee 8.33%
Nike
Adidas
Tommy

Axe is the brand most preferred by men comparing to Lee, Nike, Adidas,
Tommy.

Women
 Brand preference- Women
Series1 Series2

2 2

33.33% 38.88%
11.11% 11.11% 5.55%

FA She Spinz Tommy Girl Calvin Klein

Spinz and FA is the most preferred brand by women comparing to others

like She, Tommy Girl, Calvin Klein.
7. Place of purchase

Place of purchase
Series1 Series2

25

20

15

10

0
Gift Gallery Super market Retail Shop Wholesale market Others

According to this graph perfumes are mostly purchased form gift gallery
comparing to super market, retail shop, wholesale market and other
places.
8. Quantity of purchase

Quantity of purchase
Single Pack Twin Pack Bulk

2%

43%

55%

According to this chart single pack on more preferred rather purchasing

twin pack or in bulk.
 9. Reasonable price of the perfume mostly preferred.

Price (In Rupees)

25

20

15

10

0
Below 150
151 - 250
251 - 350
351 - 450
More than 500

Series1 Series2

According to this graph price range of perfume most preferred is

between Rs. 151- Rs. 250.

10. Fragrance of perfume preferred

 Fragrance
Series2 Series1

7.14%
Others
3

42.85%
Natural
18

33.33%
Mild
14

16.67%
Strong
7

According to this graph most of the prefer natural fragrance comparing

to mild, strong and other fragrances.

11. Reason behind purchasing perfume

 Other thing
Purchase factor 2%

Quantity
7%
Offers
10%

Price
14%

Fragrance
64%

Packaging
3%

According to this chart the strong reason for purchasing perfume is its
fragrance which is 64% comparing to packaging (3%), price (14%),
offers (10%), quantity (7%), and other factors (2%).
CHAPTER 5 CONCLUSION.

From this research we have arrived at the conclusion that our

hypothesis is rejected at 10% level of significance .The value
arrived at 10% level is 1.645.This means that Brand influences
the user to purchase the Perfume.
1. With the help of question 1 and question 3 we can says that
Cadbury is the brand preferred amongst the other brand
perfumes like nestle , Amul , etc. the total Weightage is
given to both the questions is 10 each and total comes out
20 points. After applying the Z-test on both the questions
we arrived at conclusion that our derived value of Z-test of
both questions comes out to be less than the tabulated Z-
test table Value.
2. With the help of question 6,7, and 12 we can says that
brand ambassador influence the user to purchase the
Perfume. The value of Z-test is 0.261, 0.19042 and 0.2498.
This value is less than the table value, Which signifies that
our second hypothesis is rejected.
3. At the end of the conclusion we can say that flavor price,
packaging, brand are the most important factors ,which
influences user to purchase Perfume, that‟s why question 3
and 12 gives the more Weightage amongst the other.
CHAPTER 6

RECOMMENDATION AND SUGGESTIONS

After doing the research on “user buying behavior towards Perfume”.

We want to give some recommendations and suggestions.
Dairy milk is most preferred by the user that becomes the strength of
Cadbury brands amongst user but not the other sub-brands like silk.
For promoting the silk the Cadbury have to use various promotional
tools to generate awareness amongst the customer.
Distribution channel should have to be effective to make available at
every retail store so that user can easily purchases.
CHAPTER 7 BIBLIOGRAPHY

Web sites:
Scibd
Wikipedia
Brands of perfume (LEE, AXE, NIKE)

Books:
Book of Research methodology “Kothari C.R”.
Reference:
Prof.
Shweta Jain.
Weight age
We have given the weightage to all the questions of questionnaire from
1 to 10 which makes us easier to test of our pre-determined hypothesis.
We have given the 5 weight to the question which has less relevant
according to our designed the hypothesis.
The weight 6-8 given to the question which is important to the
hypothesis testing . The most important question is given the weight 10
in the questionnaire because these questions make us aware about the
final results of our research problem.Questions given weight as follows:
Ques headings weight
no.
1 Preference to the brand of perfume 10
2 Sub-brand preferred 9
3 Factors like brand,price,important to purchase,etc 10
4 Features 8
5 Size of perfume 5
6 Promotional offers 10
7 Promotional factors 10
8 Advertisement media 7
9 Frequently purchase 5
10 Reasonable price 6
11 Switch to another brand 7
12 Continue to purchase 8
ANNEXURE1. QUESTIONNAIRE

Name :
Address:

Age: Between 10-15 15-20

20-25 25-30
Gender:
Phone no:
Profession:

1. Which brand of perfume do you prefer?

(a) Nestle (b) Amul

(c) Cadbury (d) others
2. Rank sub- brand of perfume according to your preference? („1‟ for most preferred and
„10‟ for least preferred).
(Do not repeat any of the rank order.)
(a) Dairy milk
(b) 5 star
(c) Perk
(d) Temptation
(e) Silk
(f) Kitkat
(g) Munch
(h) Milky bar
(i) Barone
(j) Milk perfume
3. How much importance do you give to the following factors when you purchase a
perfume? (Tick in the desired column).

Factors very least very

less
Important Important Normal Important
Important

(a) Flavor/taste
(b) Price
(c) Packaging
(d) Brand
(e) Image
(f) Quantity
(g) Punch line

4. Which factor of perfume do you give more importance?

Factors very least very

Important Important Normal Important less impt

(a) Hard
(b) Nutties
(c) Crunchy
(d) Chew
(e) others

5. Which pack of perfume do you normally preferred?

(Give the rank of perfume pack according to your preference „1‟ for most preferred and
„3‟ for least preferred).
(a) Small
(b) Big
(c) Family pack

6. Which promotional offer attracts you most?

(Give the rank of promotional offer according to your preference „1‟ for most preferred
and „5‟ for least preferred)
(a) Free gifts
(b) Price offer
(c) Punch line
 (d) Brand ambassador
(e) Any other

7. Which of the factor affect yours purchased?

(Give rank to the factors according to your preference „1‟ for most preferred and „5‟ for
least preferred)
(a) Advertisement
(b) Suggestion from friend and relative
(c) Attractive display
(d) Brand ambassador
(e) Ingredients

8. Which media of advertisement influence your purchase most?

(Give rank according to your preference „1‟ for most preferred and „5‟ for least
preferred).
(a) Television
(b) Newspaper
(c) Attractive display
(d) Broachers
(e) Hoardings

9. How frequently do you purchase perfume?

(a) Daily (b) weekly

(c) Monthly (d) Quarterly

10. What according to you is reasonable price of perfume and which do you mostly
preferred?
(Give the rank according to your preference „1‟ for most preferred and „5‟ for least
preferred).
(a) Below 5
(b) 5-10
(c) 10-20
(d) 20-30
(e) Above 30

11. If your preferred brand is not available for repeat purchase then what will you does?
(a) Postpone your purchase
(b) Switch over to the other brand
(c) Go to other brand to search for your preferred brand
 12. If you don‟t like to change to the new brand, then what is the reason for continuing to
purchase the old brand?
(Give rank according to your preference, „1‟ for most important and „5‟ for least
important).
(a) Taste/flavor
(b) Packaging
(c) punch line
(d) Brand ambassador
(e)Ingredients

Give your suggestions if any:

ANNEXURE 2

Calculation of weighted average mean.

We have calculated the mean for all the questions mentioned in the
questionnaire.
Mean = highest frequency/total of the frequency.
Weightage *
Questions mean Weightage mean
1 0.686 10 6.86
2 0.157 9 1.413
3 0.447 10 4.47
4 0.255 8 2.04
5 0.3614 5 1.807
6 0.343 10 3.43
7 0.25 10 2.5
8 0.3223 7 2.2561
9 0.6 5 3
10 0.287 6 1.722
11 0.42 7 2.94
12 0.328 8 2.624
Total 95 35.0621

Weightage
average
mean = 35.0621/95 =0.369075
ANNEXURE 3.
Calculation of Z-TEST.
For testing the hypothesis we need sample mean and population mean.
and the value of standard error.
Population mean:
50/450=0.1111
Questionnaire filled only by management students in the ABES IM and
which have total 450 management students.
Calculation of sample mean:
Sample mean you have seen in annexure 2.
Standard error:
Under root of( 1/n-3)=0.14586
Z-test value
=difference of sample mean and population mean divided
by standard error.
0.258075/0.14580
=1.73933.
We have applied the z-test to all the question of our questionnaire
because our sample size is greater than 50 and the table below shows the
calculations.
population Diff.(Zs- standard
Questions mean mean Zp) error (Zs-Zp)/SE
1 0.686 0.1111 0.0762146 0.14586 0.522518854
2 0.157 0.1111 0.0174427 0.14586 0.119585219
3 0.447 0.1111 0.0496617 0.14586 0.340475113
4 0.255 0.1111 0.0283305 0.14586 0.194230769
5 0.3614 0.1111 0.04015154 0.14586 0.27527451
6 0.343 0.1111 0.0381073 0.14586 0.261259427
7 0.25 0.1111 0.027775 0.14586 0.190422323
8 0.3223 0.1111 0.03580753 0.14586 0.245492459
9 0.6 0.1111 0.06666 0.14586 0.457013575
10 0.287 0.1111 0.0318857 0.14586 0.218604827
11 0.42 0.1111 0.046662 0.14586 0.319909502
12 0.328 0.1111 0.0364408 0.14586 0.249834087