Fragrances all ages. During this research we have interacted

Fragrances used for external applications
such as spray perfumes, body care, home care, cosmetics, soaps & detergents
and incense. These are non- consumables. When we
smell a particular fragrance, such as, say, clean laundry or a fresh peach, we
instantly and unconsciously connect that smell to a portion of our memory.
Smell can evoke feelings and bring back memories that we forgot we had. Perfume
is, quite simply, a mastery of some of the most frequent scents, and the artful
combination thereof to produce a unique smell for an individual person. To
understand perfume, we would need to start at its inception, back in the time
of the ancient Egyptians.

Perfume is a mixture of
fragrant essential oils or aroma compounds, fixatives and solvents, used to give the human body, animals, food, objects,
and living-spaces an agreeable scent. It is usually in liquid form and used to give a pleasant scent to a
person’s body. Perfume is a substance that gives off a pleasant odor. The word
perfume comes from the Latin word per fume which means “through
smoke”. Perfume isn’t just in a bottle of good smelling liquid. It is in
lipstick, face and body lotions and powders along with some other items. Many
of us started as babies using perfume in our baby lotions, baby powder, and
baby oils. As we grow older we may develop our own sense of what smells good
and we may decide to wear perfume or cologne. There is even perfume for air to
make it smell fresh. For this reason we burn incense or spray air fresheners.
Have people always been interested in how they smell? 

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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 search and facts product wise.

What is scent marketing?

There are few definitions of
scent marketing. The outlines of these definitions are mostly the same. A
normal interpretation of scent marketing, is the use of a scent in a particular
environment to stimulate the senses of a person.

 

 

 

LEADING BRANDS IN MEN PERFUME

·        
Chanel

·        
Christian
Dior S.A.

·        
Gucci

·        
Prada

·        
Versace

·        
Tom
Ford

·        
Calvin
Klein

·        
Roberto
Cavalli

·        
Tommy
Hilfiger

·        
Diesel

·        
Michael
Kors Corporation

 

BENEFITS
OF USING PERFUME

Perfumes
are popular today, not only do they help you smell nice, but also boost your
morale.  But, do you know a perfume has several other benefits too?
 It can help you beat stress and cure insomnia too!  Read on to find
top ten benefits of perfumes.

1. FRAGRANCE:

Well, this is quite obvious.  It helps
keep unwanted body odour away and ensures that you smell good throughout the
day.

2. ENHANCES MOOD

One of the main benefits of wearing perfume is
enhancing the mood.  Perfume helps lifts your spirits.  You can also
wear a perfume that reflects your mood to project it better.  Whether you
feel playful, mischievous, timid or even reserved perfumes offer many different
kinds of smells for different moods.  Select and wear a perfume as per the
occasion so that you can get in the apt mood for it.

3. BOOSTS CONFIDENCE

Just like a pretty dress, or great suit a
fragrance can boost your confidence that ensures that you get through the day
without feeling conscious of your body odour.  A dash of fragrance, can
work wonders to your personality.

4. MAKES YOU ATTRACTIVE

Sense of smell is one of the most important of
the five senses.  Sometimes, you can simply get attracted to someone
because of the way they smell.  

5. APHRODISIAC

Many perfumes sometimes function like a
natural aphrodisiac.  Certain types of perfumes contain pheromones, which
have aphrodisiac properties.  It explains why you get attracted to someone
because of their perfume.

6. BOOSTS HEALTH

There is no scientific evidence to ascertain
the efficacy of perfume’s health boosting property.  However perfume helps
enhance the mood, which can keep stress and other anxiety related issues at
bay.  You can use your favourite fragrance to beat your anxiety blues and
lift your spirits.

7.TRIGGERS MEMORIES

Perfume can also be an important trigger of a
happy memory one tends to associate people with particular fragrances.

Try and buy new perfumes every time you travel
and wear them.  The different perfumes will remind you of each vacation
and help you relive those moments. 

8. AROMATHERAPY

??Perfume has
many relaxing and therapeutic benefits.  Citrus fruit, floral, and winter
spice perfumes help calm the mind and soothe the body.

 

LITERATURE REVIEW

(Daniel Yankelovich)
stated that the perfume market is segmented at micro level with respect to the
purpose of buying and preferences of user.

(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.

(Hoyer and Maclnn)
is 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.

(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. 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.
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.The new multinational entrants from France, Spain,
Italy and China have.

(Stevens (2006))
says: “On average, each person breathes 20,000 times a day and with each breath
comes a chance to pitch a product because the sense of smell cannot be turned
off. The average human being is able to recognize approximately 10,000
different odors.”

Morrin and Chebat (2005)
showed that a subtle use of lemon increased store sales by 63%. The use of
scent is also argued to have an effect and impact on our sense of time; that
is, scented areas enhance the feeling of timelessness.

Lindstrom (2005)
has shown that our mood is enhanced by 40% in pleasantly scented surroundings.
Another positive effect is that the image with the scent is recollected
accurately. When memorizing a certain scene, the scent that had been smelt
before was recalled, and the scene that related to the scent is useful for the
memory. It is understood that the image with a scent strongly remains in the
impression, and that it is effective for recalling the items. The assumption is
that people perceive the object more consciously by recalling their experience.

Osterberg
(2008) argued that scent
can have a strong impact on ambience, mood, and behavior, but in order for it
to be effective, it has to be clearly linked to the service, situation, or
space. Looking at the following statements, scent has an influence on people.
But it only has influence, when people can remind a certain object combined
with that particular scent. The scent marketing industry and the research that
supports it, claims many interesting results for marketers.

Lunardo
(2011) says that his
article provides support to the notion that an atmosphere must not generate
skepticism. In this regard, the atmosphere consumers are exposed; this can have
significant effects on skepticism and subsequent emotional and attitudinal
responses

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.

 

 

 

METHODOLOGY

The
research design is exploratory in nature. The type of sampling used is
intercept and the respondents were administered 200 questionnaires .The
sampling area is Ludhiana.

 

 

 

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 odor iferous 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 coumar in, 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 complexion redients
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 with music parallel
as having three groups of notes, making the in-harmony delicate smell harmony.
The notes unfold over time, with the most near copies of book made at one time
of the top note leading to the deeper middle notes, and the base notes
gradually seeming as the last stage. These notes are made come into existence
carefully with knowledge of the evaporation process of the (liquid having)
Perfume.

Top
notes

The delicate smells that are sensed
immediately on application of a (liquid having) perfume. Top notes form of
small, light smallest units that go away (liquid) quickly. They form a person’s
first copies of book made at one time of a (liquid having) sweet smell and thus
are very important in the trading for money of a (liquid having) sweet smell.
Also telephoned the head notes.

 

Middle
notes

The delicate smell of a (liquid having) perfume
that comes out of just before to when the top notes send away. The middle note
makes adjustment about payment of debt form the “heart” or main body
of a (liquid having) sweet smell and act to face covering the often unpleasing
first copies of book made at one time of base notes, which become more pleasing
with time. They are also telephoned the heart notes.

 

Base
notes

The delicate smell of a (liquid having) sweet
smell that appears close to the moving away of the middle notes. The base and
middle notes together are the main chief idea of a (liquid having) sweet smell.
Base notes take distance down and solidity to a (liquid having) sweet smell. Makes
adjustment about payment of debt of this part of delicate smells are
representatively full of money and “deep” and are usually not sensed
until 30 minutes after application. The delicate smells in the top and middle
notes are effected by the base notes, as well the delicate smells of the base
notes will be changed by the sort of sweet smell materials used as middle
notes. Makers of perfumes usually put into print (liquid having) sweet smell
notes and representatively they present it as sweet smell pyramid, with the
parts listed in with power of invention and outline words.

 

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 liker 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.

x

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