CONSUMER BEHAVIOR OF

DEODORANT BUYERS
By Group 5
Abhinav (P44002)
Ashok Kumar (P44009)
Jitendra Raj (P44024)
Nitesh Kumar (P44034)
Saiyam Shekhar 9P44045)
Shashank Arya (P44047)
 Buying Situation
Supermarket Local Shop
Reliance Smart Bazaar D-Mart Local Shop

Observation timing: Observation timing: Observation timing:

7 pm to 9 pm 7 pm to 9 pm 6:30 pm to 8:00 pm
Economic Status: Economic Status: Economic Status:
High to Upper Middle Income Status High to Upper Middle Income Upper Middle Class to Lower Income
Status Status
 Buying Environment
Perimeters Reliance Smart Bazaar D-Mart Local Shop

Ambience AC stores, dedicated shelves, AC stores, dedicated shelves, No music,unorganized

lighting and music lighting and music shelves

Availability of brands Yardley London, Engage, Axe, Yardley London, Engage, Axe, KS, Axe, Park Avenue,
Brut, Eva, Fogg, Nivia, Brut, Eva, Fogg, Nivia etc. Denver, Engage
Denver, KS, Park Avenue

Trained personnel to explain

Salesperson Attitude - products. Talkative, Friendly

Payment Method Cash, UPI, Card Cash, UPI, Card Cash, UPI
 Buying Process
Observations Reliance Smart Bazaar D-Mart Local Shop

Time Taken 2 to 3 minutes 2 to 3 minutes 1 to 2 minutes

Offers & discount Buy 1 Get 1, Discounts Buy 1 Get 1, Discounts -

Preparedness More options to explore More options to explore less option to explore
different fragrances/ testers different fragrances/ testers fragrance
available for some brands available for some brands

Few questions only related No questions asked About specific brand

Enquiries
to pricing availability and pricing
 Consumer behavior: Deodorants
Reliance Smart Bazaar
• Buyer was exploring range of
brands on the basis of fragrance, it
can be inferred that buyer seek value
according to the subjectivity in the
choice of different fragrances.
• Music was such which created a
relaxing
Buyer wasenvironment and leisure
exploring range of brands on theseek value
feeling, making buyer to buy more subjectivity
range of products
• Bright lights promoted focus of
buyers towards the packaging and
alerted about discounts
D-Mart
• Buyer was exploring range of brands
on the basis of fragrance, it can be
inferred that buyer seek value
according to the subjectivity in the
choice of different fragrances.
• Regular announcements makes buyer
basis in discount it
of fragrance, and offers
can
be inferred that buyer seek value according to the
offered on products,
in the making
choice of different fragrances.
unconscious choice of buying
products in bulk quantities
• Bright lights promoted focus of buyers
towards the packaging and alerted
about offers
Local Shop
• Buyer comes with a choice in mind
which comes from the awareness set
of the range of brands
• In some shops, deodorants are
placed right beside the shop owners,
buyers makes an impulse buying
decision
• Very few buyers as there were very
few choices available
• Buying environment made buyers to
seek particular products, shop owner
had to talk sweet to make buyer
comfortable in order to buy or
explore more