TITLE

A Study of Perception, Attitude and Usage Pattern of Indian Upper Middle Class Families’
Towards Deodorants and Perfumes in the Region of Bandra.

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 INTRODUCTION
• Body odors is an umbrella term for natural smells originating from a person. The human
body can produce a range of substances that carry a smell, known as odorants.

• Social opinions rate body odor as a greater negative factor compared to bad breath.

• Despite these factors the sale of deodorants and perfumes in India has not been very strong.

• Through this research we have tried to find out the preference, attitude and usage pattern of
Indian Upper Middle Class Families’ towards Deodorants and Perfumes particularly in the
region of Bandra, Mumbai.

• This research project would also help deodorants and perfume manufactures and distributers
to understand the thought process and consumer buying behavior when it comes to
purchasing decisions and usage pattern of consumers of deodorants and perfumes.

• Through this research the companies can understand the Indian Upper Middle Class
Families’ perception, attitude and usage pattern towards Deodorants and Perfumes.

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 INTRODUCTION
ATTITUDE: Attitudes are general evaluations that people hold regarding a particular entity, such as an object,
an issue, or a person. An individual may hold a favorable or positive attitude toward a particular political
candidate, for example, and an unfavorable or negative attitude toward another candidate. These attitudes reflect
the individual's overall summary evaluations of each candidate.

PERCEPTION: Perception is a mode of apprehending reality and experience through the senses, thus enabling
discernment of figure, form, language, behavior, and action. Individual perception influences opinion, judgment,
understanding of a situation or person, meaning of an experience, and how one responds to a situation.

USAGE PATTERN: Usage Pattern can be defined as the frequency of using a particular product or a service
within a particular duration of time.

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DEODORANT MARKET SHARE IN INDIA

Source: THE ECONOMIC TIMES

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 STATEMENT OF PURPOSE
• The purpose of this study is to understand the various factors such as Perception, Attitude
and Usage Pattern of Indian Upper Middle Class Families’ towards Deodorants and Perfumes
in the region of Bandra.

• The research project will help the deodorants and perfume companies to understand the
factors considered by Indian consumers like price limits while purchasing, hygiene factors,
skin damage factor, fragrance as a strong determinant, advertisement influence etc., while
making a purchase decision.

• The research project will also help the companies to know the families’ attitude regarding roll
on deodorants and spray deodorants.

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 RESEARCH QUESTIONS
RQ.1) What is the perception and attitude of Indian Upper Middle Class Families’ residing in
Bandra, Mumbai towards the application of deodorants and perfumes ?

RQ.2) What is the usage pattern of Indian Middle Class Families’ residing in Bandra towards
deodorants and perfumes ?

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 RESEARCH PROBLEM
STATEMENT
It has been observed that many players in the field are competing aggressively to capture the Upper Middle
Class Indian deodorant and perfume market share. Hence, deodorant companies are interested to know
about the consumer’s attitude, preferences and usage pattern towards deodorants in India.

Social opinions rate body odor as a greater negative factor compared to bad breath. Despite these factors the
sale of deodorants and perfumes in India has not been very strong. The Upper Middle Class Families are
considered to be the largest consumer base in any modern society therefore finding out their perception,
attitude and usage pattern would help any deodorant and perfume company to understand the gaps or area
that could be targeted to capture the market and increase their market share significantly .

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 RESEARCH OBJECTIVES

RO.1) To study the perception and attitude of Indian Upper Middle Class Families’ towards
the application of deodorants and perfumes in the region of Bandra, Mumbai.

RO.2) To analyze the usage pattern of Indian Upper Middle Class Families’ towards
deodorants and perfumes in the region of Bandra.

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 RESEARCH DESIGN PATH
RO.1) To study the perception and attitude of Indian Upper Middle Class Families’ towards the
application of deodorants and perfumes in the region of Bandra, Mumbai.

Design Path: Descriptive  Primary  Quantitative  Questionnaire

RO.2) To analyze the usage pattern of Indian Upper Middle Class Families’ towards deodorants and
perfumes in the region of Bandra.

Design Path: Descriptive  Primary  Quantitative  Questionnaire

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 SAMPLING DESIGN
RO.1) To study the perception and attitude of Indian Upper Middle Class Families’ towards the application of
deodorants and perfumes in the region of Bandra, Mumbai.

RO.2) To analyze the usage pattern of Indian Upper Middle Class Families’ towards deodorants and perfumes
in the region of Bandra.

POPULATION FRAME:
All Indian Upper Middle Class Families residing in the region of Bandra.

SAMPLING FRAME:

SF1: All Indian Upper Middle Class Families residing in colonies, societies and bungalows in the region of
Bandra.

SF2: All Indian Upper Middle Class Families who regularly attend weekend parties and clubs in the region of
Bandra.

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 SAMPLING DESIGN
SAMPLING TECHNIQUE:

Cluster Sampling -> Stratified Sampling -> Systematic Random Sampling

SAMPLING SIZE:

Population Size (N): 3,37,391 (Source: demographia.com)

Sample Size (n) : Min 10% of 3,37,391 = 33739

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 SAMPLING DESIGN
JUSTIFICATION:

• Here, we have considered Cluster Sampling because we have divided Bandra region into colonies, societies
and bungalows.

• Under Cluster Sampling, we will be going for Stratified Sampling where the demographic factor that is the
Income Level will be considered as Strata.

• Finally, we’ll be going for Systematic Random Sampling because our sample is evenly spread across the
entire population frame/ target population.

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 QUESTIONNAIRE DESIGN
RO.1) To study the perception and attitude of Indian Upper Middle Class Families’ towards the application
of deodorants and perfumes in the region of Bandra, Mumbai.

1. Where do you prefer to spray your perfume/deodorant ?

2. Which top two brand names come to your mind when you think of perfume/deodorant ?

3. Does endorsement of celebrities in advertisements influence you to perfume/deodorant ?

4. What is the most important factor for you while looking for a perfume/deodorant ?

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 QUESTIONNAIRE DESIGN
RO.2) To analyze the usage pattern of Indian Upper Middle Class Families’ towards deodorants and
perfumes in the region of Bandra.

1. What do you use to overcome your body odor ?

2. Which bottle size of Perfume/Deodorant do you use ?

3. How frequently do you wear perfume/deodorant ?

4. How many sprays do you wear in a single moment ?

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TEAM MEMBERS

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THANK YOU!

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