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A Study of Perfumes Buying Behaviour of Consumers in India

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 A Study of Perfumes Buying Behavior of Consumers in India
Surabhi Singh*
Abstract
India has a long history of perfume expertise dating back over 300 years. The
familiarity of the average Indian with complex fragrances, coupled with
strong cultural factors has given Indian fragrances a unique character.

The fragrance market in India is small in comparison to those in developed

countries, but it has the potential to develop into one of the biggest in the
years to come. The opportunity in this sector is more and it has a middle class
of 100 million people with growing disposable incomes. At the same time,
improved efficiencies in the supply chain, product and process innovation and
higher aspirations amongst consumers are driving a boom in the FMCG
sector.
The company like Titan Industries has stepped into perfume market with its
SKINN range. Vini Industries with FOGG has already dominated the market
with its varied perfume range. The study has been focused to understand the
scope of perfume in the Indian Market and factors affecting the perfume
buying behavior of consumers.

Keywords: Supply chain, Complex fragrances, Perfume market, Consumer

buying.

Introduction market is segmented at micro level with respect to

The effect of the progress on Indian Aroma
Industry is felt significantly after western influx of
different perfumes in India. In Indian Aroma
Industry however, this change is definite and will
supposedly spread in much larger markets than the
west because of sheer market size and growth.
One of the effects of western influence is the
intense use in Soaps, Cosmetics & Personal
perfumes. It is estimated that the total global
market size of F & F and allied industry is of the
order of USD 20 billions (Rs. 100,000 Crores).
Indian share is about 10% of the globe, which is
USD 2000 Millions (Rs. 10,000 Crores). Indian
population is however 17.8% of the globe which
indicates potential growth (Source: FFDC).
Fragrances industry have a turnover of Rs. 3000
Crores, Flavors have a turnover of Rs. 2250
Crores, Aroma chemicals have a turnover of Rs.
2800 Crores and Essential oils have a turnover of
Rs. 1950 Crores. This study is carried out to know
the buying behavior of consumers and the factors
which are important in choosing any perfume.
Literature Review
Daniel Yankelovich stated that the perfume
*
Asstt. Professor, Marketing, Institute of Management Studies, Ghaziabad (U.P.), India.
E-mail Id: surabhi.singh@imsgzb.com
the purpose of buying and preferences of user.5
Jim Blythe argues that understanding the
purchasing behavior of consumer is somewhat
complicated; consumer’s attachment and
involvement with a product or brand are
determined by number of reasons and therefore it
is almost impossible to nail a definite reason
behind consumer’s purchasing behavior.2 Hoyer
and Maclnnis support the argument that
consumers are prone to be attracted to a product or
brand on account of how much appealing, eye-
catching and attractive models, spokesperson or
celebrities reflect the essence of the product or
brand.7 Dhar et al. suggest that fragrance carries a
strong weight among all factors considered by
research respondents, hence, the consumers would
prefer foreign brand over local product.4 Exploring
Indians as fashionable people, Borgave and
Chaudhari suggest that the preference and usage of
perfumes will have to be placed in accordance
with demography, situation, mood and buying
motives of the consumer.3 Although the article
focuses on preferences for perfumes of
adolescents between 20-25 years, yet discovers
that gender difference does not change the buying
pattern of this age group.3 The new multinational
entrants from France, Spain, Italy and China have

© ADR Journals 2015. All Rights Reserved.

Singh S 2

also developed the strategies and cached the
buying motives of Indian market. Perfumes are an
element of cosmetics and the cosmetic market is
flourishing at a fast pace. The perfumes and attars
are traditionally manufactured using raw materials
like herbs, flowers, barks of the tree etc especially
nagar motha, sandal wood, jasmine and other
essential oils of fragrances. While perfumes are
made with alcohol bases, the Indian attars are
made in sandal wood base. In advanced techniques
even synthetic chemicals are used and the
blending plays a vital role in making perfumes and
attar. The constraint of making attars in India
include inadequate supply of sandal wood and the
manufacturing process involves collection,
extraction, blending and aging of scent, taking too
much time.
materialism on perfume purchasing behavior.6
Objectives of the Study
1. To know the frequency distribution of selected
sample of consumers towards perfume.
2. To identify the important dimensions in
perfume buying behavior of consumers.
Research Hypotheses
H0-Factors have no significant impact on ratings
of perfume in market.
H1-Factors have significant impact on ratings of
perfume in market.
Methodology

Kunes et al. (2011) look at the purchasing
behavior of perfume users from a gender
perspective as to what really influences them to
either choose to purchase or otherwise. Above all,
the most important factors among the large
spectrum of factors affecting consumer purchase
of perfume are Fragrance of Perfume and Quality
(Longevity and Durability etc.)-perfume is
fragrance after all and that fragrances should last
for a longer time. Fah et al. investigate the
relationships between advertising appeals,
spending tendency, perceived social status and
The research design is exploratory in nature. The
type of sampling used is intercept and the
respondents were administered 50 questionnaires
and the received responses are fit for actual
analysis. 33 males and 17 females were
approached for their responses. The sampling area
is Noida. The statistical tool SPSS 20 has been
used for analyzing the samples and the techniques
being used are frequency distribution and one way
ANOVA. The factors and features used in the
questionnaire have been taken out from literature
review.

Data Analysis
Age (years) Frequency Percent Valid Percent Cumulative Percent
13-18 9 17.6 18.0 18.0
18-30 34 66.7 68.0 86.0
Valid
30-50 7 13.7 14.0 100.0
Total 50 98.0 100.0
Missing System 1 2.0
Total 51 100.0
Table 1.Age of Respondents

Occupation Frequency Percent Valid Percent Cumulative Percent

Service 7 13.7 14.0 14.0
Public Servant 3 5.9 6.0 20.0
Valid Self Employed 6 11.8 12.0 32.0
Student 34 66.7 68.0 100.0
Total 50 98.0 100.0
Missing System 1 2.0
Total 51 100.0
Table 2.Occupation of Respondents

Gender Frequency Percent Valid Percent Cumulative Percent

Male 33 64.7 66.0 66.0
Valid Female 17 33.3 34.0 100.0
Total 50 98.0 100.0
Missing System 1 2.0
Total 51 100.0
Table 3.Gender of Respondents

J. Adv. Res. Oper. Markt. Mgmt. 2015; 1(1): 1-4.

3 Singh S

Preference features Frequency Percent Valid Percent Cumulative Percent

Fragrance 17 33.3 34.0 34.0
Packaging 13 25.5 26.0 60.0
Valid Quality 14 27.5 28.0 88.0
Price 6 11.8 12.0 100.0
Total 50 98.0 100.0
Table 4.Preferred Features of Perfume

Factors Frequency Percent Valid Percent Cumulative Percent

Brand 16 31.4 32.0 32.0
Price 14 27.5 28.0 60.0
Valid Fragrance 18 35.3 36.0 96.0
None of the above 2 3.9 4.0 100.0
Total 50 98.0 100.0
Missing System 1 2.0
Total 51 100.0
Table 5.Factors of Perfume buying

Suggested Improvements Frequency Percent Valid Percent Cumulative Percent

Valid Quality 21 41.2 42.0 42.0
Price 20 39.2 40.0 82.0
Others 9 17.6 18.0 100.0
Total 50 98.0 100.0
Missing System 1 2.0
Total 51 100.0
Table 6.Suggested Improvements in Perfume

Anova
Perfume ratings Sum of Squares df Mean Square F Sig.
Between Groups 15.917 3 5.306 4.338 .009
Within Groups 56.263 46 1.223
Total 72.180 49
Table 7.Perfume Ratings and Factors of Perfume Buying

Findings priority for future cutting edge-technology.

The factors of perfume buying have major impact
on ratings of perfume. The usage of perfume is
more in the age group of 18-30 years. Fragrance is
the most important factor as received from
respondent’s responses. The significant value
.009<.05, so null hypotheses is rejected and hence
factors have impact on overall ratings of perfumes
buying behavior of consumers in the Indian
Market. The age group of 18-30 years is more
aware of perfumes. The improvement suggested
by respondent is on the quality aspect on perfume
ranges.
Amidst various International perfume brands,
Indian perfumes have got immense challenge and
have to come out with innovations in packaging,
quality and price also. We have more prominence
of this industry in Uttar Pradesh and Maharashtra,
and Government must make measures to expand
the business in other states also. We have cutting
edge competition in perfume industry but
innovative changes in perfume ranges can bring
drastic revolution in the Indian perfume market.
The perfume companies must work considerably
on significant factors which influence the
perfumes buying behavior of consumers.

Conclusion & Recommendation Limitation

We must spend time, money and our scientific
manpower to isolate and synthesize molecules
present in our unique natural oils for making better
perfumes. This will enable us to offer new unique
odors to global F&F industry. This should be our
Owing to lack of time and resources, the
researcher has been able to explore limited
dimensions of consumers’ behavior of buying
perfumes. Given a time in future, more researches
may be performed in the area for giving inputs to
be incorporated in the perfume market.

J. Adv. Res. Oper. Markt. Mgmt. 2015; 1(1): 1-4.

 Singh S
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4
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