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S.RAMACHANDRAN
TABLE OF CONTENTS
CHAPTER
NO CONTENTS PAGE NO
1 INTRODUCTION
1.1 Introduction to the study
1.2 Statement of the problem
1.3 Company profile
1.4 Scope of the study
1.5 Objective of the study
2 METHODOLOGY
2.1Review of Literature
2.2Research methodology
2.2.1Research Design
2.2.2Sampling Design
2.2.3Data Collection
2.2.4Statistical Tools Used
2.2.5Limitations of Study
3 ANALYSIS AND INTERPRETATION
3.1 Data Analysis And Interpretation
4 FINDINGS, SUGGESTIONS & CONCLUSION
4.1Findings
4.2Suggestions
4.3Conclusion
APPENDICES
1.Questionnaire
REFERENCE
1.Bibliography
CHAPET-I
Introduction
CHAPTER 1
INTRODUCTION
The adolescents adapt new fashion, style and trends with an inclination
towards body perfumes to present their unique image. Perfumes influence the
mood and behavior of individuals and form a major part of fragrances which
constitute essence, flavors odors in all edibles and non edible products. The aroma
therapy is the best example of fragrance persuasion. The young population of India
between the ages of 15 to 30 is highest population in the world which is
claimed to be a high potential market to use perfumes, toilet water, cologne
and other cosmetic products. Irina Barbalova (GCI November 2008) stated that the
young people living in urban India are increasingly brand conscious and are key to
the future India.
The total value of cosmetics sales is likely to rise to$6 billion by 2012, making India a
safer bet for investors. Indian fragrance market is worth $ 30 million out of which 50 percent is
accounted for alcoholic and attar perfumes and is growing at the rate of 8.5 percent .It
has reached to 2 million units in 2008. [10]The ‘Datamonitor’ (October 2009)
has forecasted the fragrance market in 2013 assessing its worth at US $40 million and
2.7 million units, a growth of 41.1 percent and 35 percent respectively by
2013 ,though India accounts for just 1.2 percent of Asia pacific market. On
the other side the Indian market researcher RNOS (May 2009) predicted the
growth of cosmetic market at 7 percent between 2009 and 2012. This indicates that
there is a lot of potential stuff in the crust. Since last two decades the cottage industry of attar
and perfumes in India has emerged with new vistas of manufacturing and
became a singular industry. while a traditionally managed household business of making
attar & perfume at Kannauj located on the bank of Ganga had flavored the world with
its uniqueness in attar and perfumes and is called the perfume city of India .
The official statistics shows more than 250 registered manufacturers in kannauj, out of
which 30 units are large scale manufacturers and 12 units are leading
exporters with approximately Rs. 30 crores of annual turnover. The new multinational
entrants from France, Spain, Italy and China have 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. Cosmetics
today have become a part of life in all age groups of men and women while perfumes
are traditionally used all over the world. Prof. Philip M Parker at ICON Group
International Inc. reported in the “world outlook for perfume, toilet water, and cologne across
more than 200 countries” and reported that the market latent demand for perfume,
toilet water, and cologne in India for the year 2010 would be US $ 830.90 million
and for the year 2011 it would be US $ 860.36 million. Maharashtra and Uttar
Pradesh, the two most populous states of India, are at 16th and 25th position in world ranking.
The research enables to study the purchasing behavior, attitude & preferences and buying
motives of graduate students towards body perfume. The detail analyses of gathered data through
questionnaire envisage appropriate conclusions which may help in making and marketing new
products of perfumes.
1.5 OBJECTIVES OF THE STUDY
To understand the adolescents’
awareness & consumption patterns
towards perfumes.
REVIEW LITERATURE
SHAW, R., AND LAURA (1997) argue that action factors in (consumer behavior
models) revolve around the thought process of consumer, therefore to determine factors
behind the purchase of perfume, researchers should attempt considering what goes
on in the mind of the consumer, as in terms of product categories, product
consideration, and abstract causality that is consumer’s perception on the extent to
which the considered product of perfume can triggers attraction.
JIM BLYTHE (2003) 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.
KOTLER AND KELLER (2007) meanwhile surmise from a different standpoint yet
somewhat akin, their argument revolves how to fathom consumer’s purchasing
behavior. Their argument although can be equally effective in understanding
the buying behavior of perfume users. Kotler and Keller underpins problem
recognition, (what could have informed the desire for a perfume), information search (about
the best of perfume), evaluation of alternatives, purchase decision and post-purchase behavior
( the last of course will indicate the extent to which the user is convinced, satisfied or
dissatisfied with the product and thus explicable for brand loyalty or discontinuity.
HOYER AND MACLNNIS (2008) support the argument thatconsumers 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. Similarly, research suggests that consumer get influenced by race, being drawn
to a product or brand when the advertising model or sale-people share certain
commonality appealing to the cognitive disposition of the consumer.
JOBBER (2012: 71) concurs to the narratives of top models, celebrity influencing
purchasing attitude, giving the fact that these make-to-believe personality have extended
their integrity in spectrum of products “from music to clothes to perfume,
which are essentially aspiration brands,” and yet argues that consumer’s purchasing
behavior is having variety of factors and thus, buying situation is a range of personal influ
ence and some social influences all combine to make up the nature of the relationships that
individuals have with products and services.”
ATUL NAYAK (2009) suggests that situational analysis should be considered when
attempting to understand consumer’s purchasing behavior. According to him, the
uncontrollability of situation and need of consumer is potential enough to influence
buying behavior. Citing an instance, the absence of a particular and urgently needed
product or brand is unavailable in a store, consumer might be forced giving this
situation, consumer “may to choose a competitor’s produce.”
1. PRIMARY DATA
The primary data those that are collected through questionnaire and direct personal interview. `The
questionnaire was framed in such a manner to obtain correct information, graded suitably for the study.
2. SECONDARY DATA
The secondary data has been collected through oral communication. Secondary data about the company
profile and other details were collected from the company website.
A sample is a subject of the population. It comprises some members selected from it. In other word, some, but
not all, elements of the population from the sample.
A sample is thus a subgroup or subject of the population. By studying the sample, the researcher
should be able to draw conclusion that are generalizable to the population of interest.
others and could offer some important leads to porentially useful information with regard to the population.
Convenience sampling
Convenience sampling refers to the collection of information from members of the population who are
conveniently available to provide it. Convenience sampling is most often used during the exploratory phase of
research project and is perhaps the best way of getting some basic information quickly and efficiently. In my
research study, I have used convenient sampling techniques.
It is not possible to imagine, organizing the enormous amount of data and manipulating them as easily
without data collection tools. Then again, the task is not easily done unless the right kind of tool appropriate
for the project is not selected. These data collections tool are very much needed to generate the numerical data.
The various analysis techniques used are
Percentage analysis
Multiple regression
One way ANOVA
Chi-square test
Correlation
PERCENTAGE ANALYSIS
Percentage refers to a special kind of ratio. Percentage is used in making comparison between two or more
series of data. Percentages are used to describe relationship. One of the simplest methods of analysis is the
percentage, the data are reduced in the standard form with the base equal to 100, which facilitates comparison.
The formula used to compute percentage analysis is,
No. of respondents
Percentage = -------------------------*100
Total respondent
ONE WAY ANOVA
Analysis of variance (ANOVA) helps to examine the significant mean differences among more than two
groups on an interval or ratio –scaled dependent Variable.
CHI-SQUARE
The chi-square test is mainly used to test significant differences. It is an important test among the several test
of significance developed by statisticians. It is use to make comparison between theoretical and actual data
when categories are used.
2.2.5 LIMITATIONS OF THE STUDY
Lack of environmental support for the study on the topic.
Basically based on primary data , hence we cannot argue that the research is applicable in each
condition, time & place.
Short time duration, with in such short span of time it is too much difficult to analyse the online
shopping.
Lack of customer support, while asking the consumer they were behaving rudely and not responding to
the questions.
CHAPET-III
ANALYSIS AND
INDERPRETATION
ANALYSIS AND INDERPRETATION
CHI-SQUARE
TO FIND THE ASSOCIATION DIFFERENCE BETWEEN AGE AND INCOME.
NULL HYPOTHESIS: There is no association difference between age and income.
ALTERNATIVE HYPOTHESIS: There is no association difference between age and income
Chi-Square Tests
Value DF Asymp. Sig. (2-sided)
Pearson Chi-Square 44.219a 16 .000
Likelihood Ratio 47.203 16 .000
Linear-by-Linear Association 20.228 1 .000
N of Valid Cases 50
a. 22 cells (88.0%) have expected count less than 5. The minimum expected count is .24.
INTERPRETATION:
From the above table, it is interfered that the value (0.000) is less than the significant value at 0.01. So
the Null hypothesis is rejected and the alternative hypothesis is accepted. Hence there is significant
difference between age and income.
CORRELATIONS
TO FIND OUT THE RELATIONSHIP BETWEEN AGE AND INCOME
NULL HYPOTHESIS: There is no relationship between age and income
ALTERNATIVE HYPOTHESIS: There is relationship between age and income
Correlations
Age Income
Age Pearson Correlation 1 .643**
Sig. (2-tailed) .000
N 50 50
Income Pearson Correlation .643** 1
Sig. (2-tailed) .000
N 50 50
**. Correlation is significant at the 0.01 level (2-tailed).
INTERPRETATION:
From the above table, it is interfered that the value (0.643) is greater than the relationship value at 0.01.
So the alternative hypothesis is rejected and the null hypothesis is accepted. Hence there is no relationship
between age and income
ONEWAY
TO FIND OUT THE SIGNIFICANT DIFFERENCE BETWEEN GENDER AND MONTHLY
SPEND
NULL HYPOTHESIS: There is no significant difference between gender and monthly spend
ALTERNATIVE HYPOTHESIS: There is significant difference between gender and monthly spend
ANOVA
GENDER
Total 12.420 49
INTERPRETATION:
From the above table, it is interfered that the value (0.080) is less than the significant value at 0.01. So
the Null hypothesis is rejected and the alternative hypothesis is accepted. Hence there is significant
difference between gender and monthly income
Table-1
Chart-1
DISTRUBTION OF THE RESPONDENTS BASED ON AGE
1 a)15-20 6 12.0
2
b)21-25 24 48.0
3
c)26-30 5 10.0
4
d)31-40 12 24.0
5
e)Above40 3 6.0
Total 50 100.0
4.1 FINDINGS
2. A study can be made to further probe and explain the demographics of the
customers and their relationship with purchase decision of perfumes
The present research focuses the resemblance and differences amongst the group in buying
perfumes, their attitudes and preferences towards perfumes. It is found that the adolescent
segment have unique characteristics in buying pattern. The segment is largely interested in
perfumes and feels better in using the product. Presenting good image and odour are major
priorities for using perfumes. The males and females in the age group of 20 to 25 have
similar buying pattern and possess two to three perfume bottles for daily use. The
adolescents are price cautious and try celebrity brands of lower cost perfumes even though the
income levels vary they are more attracted towards celebrity brands. The brand is also a
foremost priority to the group. However they are less loyal to a particular brand since they
have a tendency to quick switch over. The group is more influenced through their friends
and families, while advertisements through television and magazines are subconsciously
heartwarming.
REFERENCES
[8] Pillai Rajasekharan, Babu Febina , Hameed Hana , Rajan Remya and
Vijay Shiji. (2009) A Micro Perspective from Middle East.
http://mpra.ub.unimuenchen.de/19591/MPRA 19591,
[9] Parker P.M. (2005) Business, Innovation and Society INSEAD (Singapore
and Fontainebleau, France) ©ICON Group International, Inc. ISBN 0497039133.
[11] Indian cosmetics: young women make up the market. Industry Comment,
MarketWatch: Global Round-up. Datamonitor, (2005) www.datamonitor.com