3 RD

A Project Report on
Consumer Attitude & Perception towards High End Perfumes
in partial fulfillment of the requirement of Master of Management Studies (MMS)
conducted by
Rizvi Institute of Management Studies & Research

under the guidance of
DR. KALIM KHAN
Submitted by: IMRAN SALIM MANSURY MMS (MARKETING) Roll No. 39 2009-11
ACKNOWLEDGEMENTS
During the course of the work completed on this project, it has been my pleasure to have worked with and been assisted by very talented and special individuals. I would like to express sincere appreciation to Dr. Kalim Khan, Director, Rizvi Institute of Management Studies & Research who first fueled my interest to work for this topic and who dedicated his time and effort in helping me construct the background of my research and ideas for this project. His knowledge and talent are greatly respected and will always be truly appreciated.
I would also like to thank the staff people of the college who have been willing to help me from the starting of the project till its completion.
To the students and my friends; Nawaf Ghansar, Anis Khan; Siraj Sayed, Fahad Kazi, and all the respondents who filled my questionnaire for this report, for their invaluable suggestions, time and effort during the course of the project.
I extend sincere thanks, as their opinions and input during some of the more difficult aspects of the study have been very helpful. Finally, my parents who have given me full support and encouragement for completing this project.
Imran Salim Mansury Roll No. 39 MMS Marketing
DECLARATION
I declare that the project titled Consumer Attitude and Perception towards High End Perfumes is a record of the research carried out by me in my fourth semester for the academic year 2009-2011 under the guidance of my mentor Dr. Kalim Khan, Director, Rizvi Institute of Management Studies & Research.
I also declare that the project is a result of my effort and hard work and the guidance of my mentor and has not been submitted anywhere else for a degree of any other university. All the information, analysis and details hold true to the best of my knowledge.
__________________________
Imran Salim Mansury Roll No. 39 Batch of 2009 11 MMS Marketing
CERTIFICATE
This is to certify that Imran Salim Mansury, a student of Masters of Management Studies (MMS), Roll No.39, specializing in Marketing has successfully completed the project titled
Consumer Attitude and Perception towards High End Perfumes
under the guidance of Dr. Kalim Khan, Director Rizvi Institute of Management Studies & Research in partial fulfilment of the requirement of Masters of Management Studies (MMS) by Rizvi Institute of Management Studies & Research, for the academic year 2009-11.
__________________________ Dr. Kalim Khan Project Guide Director RIMSR
EXECUTIVE SUMMARY
The research was started with the objective of studying the Consumer Attitude & Perception towards High End Perfumes. Today in the 21st century perfume is a 20 billion dollar industry worldwide. Both Men & Women have fragrance wardrobes of at least five-six different perfumes, rather than a single signature perfume, keeping special perfumes for special occasions.
My research in this topic started with understanding the need of the study and the framing of the objectives for the research. Research was done to analyze the consumer attitude towards High End Perfumes with respect to the age group, income group and gender. This was done through means of a structured questionnaire among a considerable sample. Limitation to the study was the fact that the sample was interviewed within various malls of Mumbai city. Thus the results of the study cannot be applied to other parts of the country.
The perfume industry in India has come of age. From a cottage industry it has become a fullfledged industry due to the huge demand among the people, in the last two decades. The growth is attributed to an increase in disposable incomes. With globalization, liberalization and the IT revolution, living standards of Indians have increased manifold. The demand for fashionable products has increased too. That is why; all global players are eyeing the subcontinent for business purpose. Thus it has become important for the companies to know what are the likes and dislikes of consumers in the perfume category, what are their preferences regarding the high end perfumes available in the market. Through this the companies or the perfume brands can modify or innovate something special for their consumers once they know what the consumers want in the product.
Therefore this report is about the consumer attitude and perception towards high end perfumes which gives a detail analysis and explanation of the consumers buying behavior towards perfume and their preferences while buying it. .
With the growing demand for fragrance, the Indian perfume companies can change their strategies by utilizing their resources mainly for the domestic market and a meager portion for exports. Apart from that these companies can also plan and strategize multiple marketing and distribution strategy to foray into a market with huge potential. The potential is immense as the middle class is growing rapidly and disposable incomes are increasing.
TABLE OF CONTENTS
CHAPTER 1 LUXURY MARKET ........................................................................................ 1 1.0 Introduction ...................................................................................................................... 1 1.1 High End Product Brands ................................................................................................. 2 CHAPTER 2 INDIAN LUXURY MARKET....................................................................... 10 2.0 Introduction to Indian Luxury Market ........................................................................... 10 2.1 Growth of Indian Luxury Market ................................................................................... 12 CHAPTER 3 OVERVIEW OF PERFUMES ....................................................................... 16 3.1 History of Perfumes ....................................................................................................... 16 3.1.1 Islamic Culture Contribution to Perfumes ............................................................... 18 3.1.2 Western Contribution to Perfumes .......................................................................... 20 3.1.3 England Contribution to Perfumes .......................................................................... 22 3.1.4 Cyprus ...................................................................................................................... 25 Chapter 4 - GLOBAL PERFUME INDUSTRY ...................................................................... 26 4.1 Introduction to Global Perfume Industry ....................................................................... 26 4.2 Growth of Global Perfume Industry............................................................................... 28 4.3 Trends in Global Perfume Industry ................................................................................ 30 CHAPTER 5 PERFUME INDUSTRY IN INDIA ............................................................... 34 5.1 Introduction to Indian Perfume Industry ........................................................................ 34 5.2 Market Size of Indian Perfume Industry ........................................................................ 38 5.3 Trends Affecting the Industry ........................................................................................ 39
5.4 Future Opportunities for Fragrance in India .................................................................. 42 5.5 The Outlook of Perfume Industry in India ..................................................................... 46 CHAPTER 6 HIGH END PERFUME MARKET IN INDIA .............................................. 49 6.1 Overview ........................................................................................................................ 49 6.2 Market Size .................................................................................................................... 53 6.3 Current Situation ............................................................................................................ 56 6.4 Major Players of Perfumes Industry............................................................................... 61 6.4.1 Bvlgari ..................................................................................................................... 61 6.4.2 Gucci ........................................................................................................................ 62 6.4.3 Giorgio Armani........................................................................................................ 63 6.4.4 Azzaro...................................................................................................................... 64 6.4.5 Burberry ................................................................................................................... 65 6.4.6 Hugo Boss................................................................................................................ 66 6.4.7 Calvin Klein ............................................................................................................. 66 6.4.8 Versace .................................................................................................................... 67 6.4.9 Davidoff ................................................................................................................... 68 6.4.10 D&G ...................................................................................................................... 69 6.5 Costliest Perfume ........................................................................................................... 70 CHAPTER 7 CONSUMER ATTITUDE AND PERCEPTION .......................................... 71 7.0 Introduction .................................................................................................................... 71 7.0.1 Perception ................................................................................................................ 71
7.0.3 Values ...................................................................................................................... 72 7.0.4 Beliefs ...................................................................................................................... 72 7.0.5 Attitude .................................................................................................................... 72 7.1 Consumers and High End Perfumes............................................................................... 74 7.2 Consumers Perfume Trends ........................................................................................... 76 CHAPTER 8 - RESEARCH METHODOLOGY .................................................................... 77 8.1 Need of the Study ........................................................................................................... 77 8.2 Research Objectives ....................................................................................................... 79 8.3 Limitations of the Study ................................................................................................. 79 8.4 Sampling Procedure ....................................................................................................... 79 8.5 Sources of Data Collection ............................................................................................. 80 CHAPTER 9 DATA ANALYSIS AND INTERPRETATION ............................................ 81 9.1 Data Analysis ................................................................................................................. 81 9.1.1 Respondent Profile .................................................................................................. 81 9.1.1.1 Gender .............................................................................................................. 81 9.1.1.2 Age ................................................................................................................... 82 9.2 Data Interpretation.......................................................................................................... 83 9.2.1 Frequency Table ...................................................................................................... 83 9.2.1.1 Consumer Fondness towards Perfume ............................................................. 83 9.2.1.2 Count of High End Perfumes Owned by the Consumers ................................ 84 9.2.1.3 Frequency of Purchase of Perfumes ................................................................ 85
9.2.1.4 Frequency of Wearing Perfumes ..................................................................... 86 9.2.1.5 Top 3 Most Recalled High End Perfumes Brands. .......................................... 87 9.2.2 One-way ANOVA ................................................................................................... 88 9.2.2.1 Luxury Item on which Most of the Money is Spend ....................................... 88 9.2.2.2 Product Features Impacting Purchase of Perfumes ......................................... 89 9.2.2.3 Brand Parameter Impacting Purchase of Perfumes ......................................... 90 9.2.2.4 Store Parameters Impacting Purchase .............................................................. 91 9.2.2.5 Marketing Parameter Impacting Purchase of Perfumes ................................... 92 9.2.2.6 Sources of Awareness of High End Perfumes ................................................. 93 9.2.3 T-Test....................................................................................................................... 94 9.2.3.1 Consumer Perception towards High End Perfumes ......................................... 94 9.2.3.2 Factors Influencing Purchase of High End Perfumes .................................... 100 9.2.3.3 Factors repelling from purchase of high end perfumes ................................. 108 9.2.4 Two Way Anova with Replication ........................................................................ 113 9.2.4.1 Age and Gender with Important Aspects of High End Perfumes while Buying .................................................................................................................................... 113 9.2.4.1.1 Fragrance of the Perfumes .......................................................................... 113 9.2.4.1.2 Shape of the Bottle ...................................................................................... 115 9.2.4.1.3 Stylish Packaging ........................................................................................ 117 9.2.4.1.4 Brand Image ................................................................................................ 119 9.2.4.1.5 Brand Trust ................................................................................................. 121 9.2.4.1.6 Well Known Brand ..................................................................................... 123
9.2.4.1.7 Store Ambience ........................................................................................... 125 9.2.4.1.8 Variety in the Store ..................................................................................... 127 9.2.4.1.9 Promotion of the Perfume ........................................................................... 129 9.2.4.1.10 Celebrity Endorsement.............................................................................. 131 9.2.4.1.11 Discount & Offers ..................................................................................... 133 9.2.4.2 Two way Anova with Replication for Fondness and Number of perfumes with important aspects of High End Perfumes while Buying ............................................ 135 9.2.4.2.1 Fragrance of the perfume ............................................................................ 135 9.2.4.2.2 Shape of the bottle as an important aspect while buying ............................ 137 9.2.4.2.3 Stylish Packaging ........................................................................................ 139 9.2.4.2.4 Brand Image ................................................................................................ 141 9.2.4.2.5 Brand Trust ................................................................................................. 143 9.2.4.2.6 Well Known Brand ..................................................................................... 145 9.2.4.2.7 Store Ambience ........................................................................................... 147 9.2.4.2.8 Variety in the Store ..................................................................................... 149 9.2.4.2.9 Promotion of the Perfume ........................................................................... 151 9.2.4.2.10 Celebrity Endorsements ............................................................................ 153 9.2.4.2.11 Discount & Offers ..................................................................................... 155 CHAPTER 10 RECOMMENDATIONS ............................................................................ 157 CHAPTER 11 CONCLUSION .......................................................................................... 159 APPENDICES ....................................................................................................................... 160 Appendix 1 Questionnaire............................................................................................... 160
Appendix 2 List of Tables (need to format in middle) .................................................... 168 Appendix 3 List of Figures ............................................................................................. 172 Appendix 4 List of Images .............................................................................................. 173 BIBLIOGRAPHY .................................................................................................................. 174
CHAPTER 1 LUXURY MARKET
1.0 Introduction
Luxury can be defined as an indulgence rather than a necessity. It comes with a heavy price and only the up-market population can afford to enjoy it. This does not make the market any smaller or short of demand. The luxury goods market includes - fashion, fragrances, watches, automobiles, drinks etc. The size of the market was US$ 185bn and grew at 8.9% in 2000 and faced its first recession in 6 yrs in 2009 where the growth went down to about 4% in 2009, due to the financial crisis worldwide. (Bain and Companys luxury goods worldwide market study).
Some of the most Luxurious Countries included: 1. U.S.A 2. Japan 3. Taiwan 4. Germany 5. Italy 6. France 7. U.K 8. Brazil 9. Spain 10. Switzerland According to the study conducted, the above markets constitute about 80% of the global markets.
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Core segments of the market hold their own Generally speaking, garments, accessories, jewellery, watches, fragrances and cosmetics are considered to be constituent parts of the luxury market. This viewpoint was also adopted in study conducted by Bain & Company on behalf of Alta gamma, the Italian Association of Luxury Goods Manufacturers. According to this survey, garments account for around 28 percent of the market while accessories, fragrances, cosmetics and hard luxury goods (especially luxury watches and jeweler) account for 21 to 23 percent. The market researchers also counted high-grade tableware as a small segment of the luxury-goods market. In a study entitled Global Luxury Retailing2007, Verdict defined the market along similar lines. In this case, however, fashion / garments, fragrances, cosmetics, watches and jewellery and accessories are joined by furniture and other product groups.
For 2010 and 2011 the leading companies marketing luxury goods and services have experienced a dynamic growth environment. The average rate of growth among the leading luxury goods and services marketers was 18.2 percent from 2009 to 2010, following 19.5 percent average growth from 2007 to 2008 Prospects for continued growth in sales by luxury marketers are expected to be strong through 2012.
A recent study by The Conference Board called Road to Affluence predicted: The growing number of affluent, graying of the population and the increase in empty-nesting households combine to produce a favorable outlook for the luxury, travel, entertainment, household furnishings and housing industries.
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The growth in the luxury market has greatly expanded the availability of luxury goods to a wider audience of consumers. Luxury goods have also become more affordable to a wider range of consumers than ever before, as personal incomes rise and luxury marketers offer up less luxurious product lines at more reasonable prices. Where once you had to travel to Paris, London, New Yorks brands in malls across the country. And if you cant find what you want at the local mall, you can go online and find an incredibly wide selection of the top luxury brands to shop to have delivered to your door. Thus luxury class today is going more mass, as more and more people of moderate means reach up for their personal luxury indulgence. Luxury is no longer confined to just the rich in America today, everyone feels entitled to luxury.
What used to be luxury is now necessity. Further, consumers personal values are predisposed to luxury indulgence due to the emergence of a younger, more affluent luxury consumer. The baby boom generation luxury consumer has a passion for self-indulgence while maintaining an iconoclastic world view, which is transforming the luxury market from its old conspicuous consumption model to a totally new, individualistic type of luxury consumer one driven by new needs and desires for experiences. The paradigm shift in the luxury market from the old conspicuous consumption model to a new experiential luxury sensibility is marked by a change in the way consumers defines luxury. Old luxury was about the attributes, qualities and features of the product and much of its appeal was derived from status and prestige. New luxury defines the category from the point-of-view of the consumer. Todays new luxury market focus on the experience of luxury embodied in the goods and services they buy, not in ownership or possession itself. So new luxury is about the experience of luxury from the consumers perspective, while old luxury remains focused on the traditional status and prestige ideal of luxury.
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So new luxury is about the experience of luxury from the consumers perspective, while old luxury remains focused on the traditional status and prestige ideal of luxury. This has brought about this paradigm shift toward the experience in luxury marketing. This generation has transformed consumer markets at every generational life stage through which they have progressed. From the counter-culture hippies in the 60s to the career-driven yuppies in the 80s to todays luxury generation, the new market generation with their tradition-bending value system now express luxury by rejecting the traditional status symbols of wealth, while fully embracing the power and privileges that their tremendous affluence and spending ability give them. They want to experience the good life and all that goes along with it, but they simply do not care if anybody else notices. Rejecting status and prestige, todays new luxury market embraces democratic ideal of luxury that its for everybody and different for everybody.
Today luxury marketers face a new market reality. The cachet of their brands, the allure of their image and the temptation for consumers to spend far more than anyone should on a luxury item has passed. Todays luxury consumers are demanding more value along with their luxury. These consumers who can readily afford to pay full price are hesitant to do so as they actively shop for bargains and luxuries at a discount. Luxury marketers today must get serious about the science of marketing. And the knowledge and understanding of the consumers which this report provides is the first step toward building marketing strategies and tactics that work to get luxury consumers to buy. But understanding the psychology and mind set of todays luxury consumers is of keen importance tall marketers and retailers, not just those that are specifically targeting the rich. The luxury markets impact on the national consumer market is not only the depth of their pockets and their contribution tithe consumer economy.
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Its that the affluent, luxury consumer is a bellwether of trends coming to themes market. The natural evolution of all luxury concepts is from the classes to the masses. In other words, all luxury concepts after first being introduced at the affluent level inevitably are translated down into the mass market. So today everyone is a member of the jet set, while back in the 60s that term described only the most elite who had the means to fly. This luxury evolution is happening faster and faster today owing to the rapid adoption of technology and the explosion of mass media, particularly the internet. And that ultimately means that luxury marketers have to move faster and faster to stay out in front of the great mass market bell curve.
Luxury orientations multi-faceted. The significance of luxury differs greatly in the various segments of the population. For around50 percent of people, luxury also means the possibility of treating oneself. Fine dining is also popular among half the population. Many people spend freely, especially on fashions, and then they are inclined to spend more. Around ten percent are very keen on hard luxury goods exclusive brands, watches and jewellery.
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1.1 High End Product Brands

We know some consumers buy luxury brands because they are called Luxury Brands. Be it status, badge value, or a desire to feel part of the in-crowd, some people buy Versace for its plaid, Mercedes for its Hood, Chanel for its wear. But that is not the scenario for the typical luxury consumer.
As far as a handful of luxury categories automobiles, perfumes and beauty, watches, consumer electronics go, a majority of a affluent consumers rate the brand as very important in their purchase decision. Let it be any category for any specific product, the brand image plays a very important role.
Luxury, derived from the Latin word luaus, means indulgence of the senses, regardless of cost. Luxury brands are brands whose ratio of functional utility to price is low while that of intangible utility to price is high. - A. V. Vedpuriswar.
Luxury Brands have often been associated with the core competences of creativity, exclusivity, craftsmanship, precision, high quality, innovation and premium pricing. The product attributes give the consumers the feeling of uniqueness.
Such goods are meant to show off a persons prosperity, lavishness, and also serve as a medium of self-expression. This high end market, which was once considered to be accessible only for the elite, has undergone drastic changes with middle income consumers showing interest towards the consumption of luxury goods. The luxury goods market has grown tremendously for the past few years. Amongst all the segments, watches account for the largest share in the global market.
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More than half of the demand of gold and diamond has been in the jewelry making. India consumes more than one fourth of the total gold produced. In recent years, there has been a shift in the consumer preferences towards platinum. In the luxury perfume market, the Italians dominate the luxury goods market, accounting for almost 80% of the global luxury perfume production. In the global champagne market, Europe has been the largest market for luxury goods in the world and as per the nationality of the luxury consumers, Japan leads having more than one-fourth of the luxury consumers.
The luxury goods market is directly correlated with the global economic conditions. Thus, GDP has been one of the major factors affecting the market. Also the growing population of high net worth individuals and the increasing demand from the emerging economies is expected to boost the global market. There has been a trend in the market that people spend more on the luxury goods while traveling.
We all know what it is, but a concise definition is elusive. It's easy to describe some aspect of high end without really summing it up entirely. One could throw out a list of company names and most of us would agree, with surprising unanimity, which companies made high-end products and which didn't.
Since we all know high end when we see it, an important distinction is whether high-end components are incrementally better than mass-market products, or if they are qualitatively different. If they're better by degree, where does one draw the line beyond which a product can be called high-end? If high-end products are fundamentally different, how are they different? These questions parallel the debate over human intelligence. Some have argued that human intelligence is the same as primate intelligence; we have language, art, science,
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and civilization because we simply have more intelligence. Other argue that humans have a unique and special form of intelligence that bears little relationship to animal thought processes. Is high-end audio merely improved mid-fi, or is there something unique and special about high-end products.
I propose that high-end products are fundamentally different from mass products---not only in their physical, electrical, and musical characteristics, but, more importantly, in the relationships they share with their designers and users. From genesis to application, a highend product bears little similarity to a mass-market component.
What distinguishes a high-end from a mass-market product is the designer's caring attitude toward the product. The high-end component is a physical manifestation of a deeply felt concern about how well music is reproduced and enjoyed by the listener.
The high-end designer builds products he would want to buy himself. His superficial goal is to design a product that conveys the best feature he knows. His real and unstated goal is to build a product that creates the same kind of relationship between the user and his product as the designer enjoys with his product.
To the high-end designer, electronic or mechanical design isn't merely a technical undertaking---it's an act of love and devotion. Every possible design aspect, technical and musical, is examined in a way that would surprise an engineer not accustomed to such commitment. The ethos of music-reproduction equipment design goes to the core of his being; it's not a job he merely shows up for every day.
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The brand is the most important asset for manufacturers of luxury products. Hence, it is not surprising that many luxury brands rank among the most valuable in the world. The biggest luxury brand, Louis Vuitton, also holds 16th place in the ranking of all international brands. Gucci, Chanel, Rolex and Hermes are also brands that have an excellent reputation in this market and generate appropriate levels of sales with their good names. Europe is the most important region of origin for international luxury brands. Italy and France are particularly prominent, as is Switzerland when it comes to watch brands. Thus, the Swiss Rolex and Patek Philippe brands also made it into the ranking. Other leading names include Omega, Chopard, Longines and TAG Heuer. Of the US brands, only one brand, Tiffany & Co., managed to get into the top 15.
Today, many of the most valuable luxury brands belong to major luxury-goods groups, e.g., LouisVuitton belongs to LVMH, Gucci to PPR and Cartier to Richmond. Others have been quoted independently on the stock market for many years, e.g., Hermes, Tiffany & Co. and Bulgari.Additionally, many luxury brands are still managed by the founding families or owners, e.g. Chaneland Rolex, and they provide virtually no information about the development of their business. Some owner-managed labels, including Prada, Versace and Salvatore Ferragamo, are considering going public.
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CHAPTER 2 INDIAN LUXURY MARKET
2.0 Introduction to Indian Luxury Market

Luxury is no stranger to India. The erstwhile maharajas and princes led a life of opulent splendor. The only way to be a part of the elite was to be born into it. The lifestyle was also associated with hunting, polo and other games of the rich. New money could never get into this circuit. The aspiration was always there. But the princes operated in a different league altogether. The era of the self-made millionaire was yet to arrive. So small possessions, or copied fashion designs with a few gee-gaws thrown in, became the height of luxury. An achiever of the 1980s could only get by with a good foam mattress no Omega, Rolex or BMWs. This trend saw a shift, a gradual one, in the 1980s. Luxury began creeping into upper class homes through small things and symbols.
The colour TV came in, the humble perfume was elevated to a Parker, successful self-made people began to be featured in magazines. The concept of luxury as a reward for achievement gained acceptance, though royalty and the aristocracy continued to remain the benchmark of the elite. The real change came in the 1990s when more people started making more money. There was a sudden explosion of colour and things and object D'arts began to appear.
The liberalization process brought more than high economic growth rates. It showed the people what was possible. In the process, it has altered mindsets. The IT revolution, and the consequent demand for Indian brainpower, has created a whole new breed of wealthy global Indians. At the other end, an increasingly perfume economy has created new business opportunities, which has resulted in a slew of new, extremely successful first generation businessmen. All of a sudden, wealth is no longer the preserve of the elite. Imran Salim Mansury Rizvi Institute of Management Studies & Research
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With the European and American markets reaching a saturation point, leading players are now concentrating on the BRIC countries and the action is expected to shift to India, being the fastest growing luxury market, growing at 25%., and is expected to maintain these rates for the next 10 years.
The Indian Luxury Market is estimated to be to be USD 4.35 billion and this forms only 2% of the global share. The growth of luxury markets is on the basis of GDP per-capita growth and the High Networth Individuals (HNIs) in a country. India will be the second largest economy by 2040. Factors like Consumer Attitudes, Real Estate, Regulatory Environment and Ecosystem are important for the growth of luxury market and these are improving in the country.
India has 83,000 millionaires and every year 16,000 more are getting added to this. The main trigger behind Indians indulging in luxury is to flaunt status, and the consumers here are becoming aware of leading global brands in the space, but tend to be extremely value conscious. There is a sizeable population engaging in outbound travel and getting exposure to global luxury market. The Indian consumer wants not just to be pampered, but entertained, excited and Inspired by Luxury brands and hence global players will have to look at innovative methods of reaching and engaging customers to succeed in the Indian market. With India emerging as one of the important players in the Luxury Space, the rich and famous across the globe are interested in exploring Indian Luxury products. Also, because of the availability of high disposable income Indians have developed an appetite to live a lavish lifestyle. India is being looked upon by the entire world as an emerging market and a potential Global hub. Hence, considering the potential of the Country many big brands from across the Globe either have set up their base here or are planning to do the same.
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2.1 Growth of Indian Luxury Market

The Indian luxury market is growing day by day as people are spending money on luxury items. A couple of years ago weeks in the case of the Porsche-he bought every single item abroad, spending hard earned foreign exchange ,lining up at the vat refund counters at airports. But not anymore, the worlds most prestigious luxury brands are expanding their footprint in India, almost as if discovering a new world. Moreover, it is not just the luxury brands, there are also luxury plus for those who have the cash to splash on products with the cachet of exclusivity.
In todays deluxe India, the children of your domestic staff are wearing Levis and lee. For the brand conscious and trendy, it has to be Swarovski encrusted seven of all mankind jeans, specially made for the Indian market. We can look more into the qualitative as quantitative insights of the luxury market with context to India. The luxury market is likely to touch $14.8 billion by 2015.
India's luxury market, which is small compared to global standards, is likely to grow three times and touch $ 14.8 billion by 2015, a CII-A T Kearney report said today. In 2009, the luxury industry, including products, services and assets, was estimated at $ 4.86 billion."We believe that there exists a large latent demand in India, constrained by both demand side and supply side factors," the report said. In matured markets growth has plateaued, while in India it is highly under rated, Neelesh Hundekari, Principal and Head, Luxury & Lifestyle Practice, A T Kearney India said.
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Indias rapidly growing high end retail market, which is expected to increase from the current $3.5 billion to $30 billion by 2015, has attracted Italys major high-end international companies, represented by their industry association Alta gamma.
A new, increasingly affluent India, with a 400 million-strong upper middle class group with rising disposable incomes and a deep rooted entrepreneurial culture, is driving the luxury goods sector. The socio-cultural change - not only are there more than 60,000 high net worth individuals in India, but, unlike in the past, the wealthy person no longer feels guilty about buying or flaunting premium global products. To broaden their base and increase the volumes of luxury goods market, she felt it was necessary to look beyond the two metros, to the large Indian cities, as well as combine global products with traditional luxury products.
Indias increasing engagement with the world in a manner that is a win-win situation, with Indian companies, such as the Tatas getting high-end brands like the Jaguar. India, is an increasingly significant global player, and has invested over $2 billion in the US last year, much more than US investment in India. He spoke of the mass of economic activity moving from the West to the East. The growth of India was led by the private sector, he emphasized, adding that India is now a country of aspirers, not merely a country of dreamers. He also said that India respected intellectual property.
While emphasizing the need for a long-term consolidated relationship with India, Leonardo Ferragamo outlined four key factors that would help this sector grow faster in India - a reduction in duties for a free and fair luxury market, growing tourism in India, where tourists expect the best international quality, appropriate retail spaces, and university and design schools for technical and creative skills for high quality craftsmanship.
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India accounts for only 1% to 2% of the global luxury market, behind countries such as Brazil and Poland. And India is behind China on luxury goods consumption by about 15 years. The reason why consumption of luxury products lags is exorbitant duties stemming from a government mindset that luxuries are low priority, the lack of adequate range and service levels, and a culture that discourages people from flaunting their wealth are some of the factors impeding the growth of the industry.
Service is also a problem. Anoop Prakash, managing director of Harley-Davidson India, noted that many luxury brands are distributed through local dealers in India. Luxury retailers prefer this to coming to the country as a subsidiary of the parent company. The result, however, is consumers dont always receive the same high-quality brand experience they get elsewhere. Often the salespeople in these venues are not trained to serve the luxury customer. Frankly, theres an unfortunate tendency to consider retail jobs and jobs in automotive dealerships as low-level jobs, as opposed to respected jobs where they are delivering very valuable services and experiences, Prakash said.
Primarily the way life and life style is portrayed on Indian television. The role models are very traditional. And, the traditional concept of luxury and the westernized concept of luxury are two very different things. A number of people with high disposable income only watch and read in the vernacular. Most of luxury brands are associated with English language TV and magazines which are niche in themselves.
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Maybe the brand owners need to look at the market anew. This market has layers and layers of complexity. And the starting point of understanding India is to understand that if people speak fluent English and have knowledge of luxury brands, they probably work for someone who neither speaks fluent English, nor is fully aware of these brands but has the disposable income at their disposal. The second rung metros may be a better bet for their wares, than being present in Mumbai and Delhi.
According to an industry estimate, no less than 200-300 international luxury brands are trying to make an entry into India...handbags from Louis Vuitton and Prada, perfumes from Bvlgari, sunglasses from Gucci, shoes from Sergio Rossi, Tod's and Jimmy Choo, or designer outfits from Armani, Versace and Condici...the list goes on and on. Luxury product and service houses are bringing with them one of the most import ingredients for their success, their brand. They are also usually ready to pitch in...
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CHAPTER 3 OVERVIEW OF PERFUMES
3.1 History of Perfumes

Perfume is a mixture of fragrant essential oils and/or aroma compounds, fixatives, and solvents used to give the human body, animals, objects, and living spaces a pleasant scent.[1] The odoriferous 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 coumarin, which allowed for the composition of perfumes with smells previously unattainable solely from natural aromatics alone.
The word perfume used today derives from the Latin per fumus, meaning "through smoke". Perfumery, or the art of making perfumes, began in ancient Mesopotamia and Egypt and was further refined by the Romans and Persians.
The world's first recorded chemist is considered to be a woman named Etruscan, a perfume maker who was mentioned in a cuneiform tablet from the 2nd millennium BC in Mesopotamia. She distilled flowers, oil, and calamus with other aromatics then filtered and put them back in the still several times.
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In 2005, archaeologists uncovered what are believed to be the world's oldest perfumes in Pyrgos, Cyprus. The perfumes date back more than 4,000 years. The perfumes were discovered in an ancient perfumery. At least 60 stills, mixing bowls, funnels and perfume bottles were found in the 43,000-square-foot (4,000 m2) factory. In ancient times people used herbs and spices, like almond, coriander, myrtle, conifer resin, bergamot, as well as flowers.
Perfumery, or the art of making perfumes, began in ancient Egypt but was developed and further refined by the Romans and the Arabs. Although perfume and perfumery also existed in East Asia, much of its fragrances are incense based. The basic ingredients and methods of making perfumes are described by Pliny the Elder in his Naturalis Historia.
Although perfume and perfumery also existed in India, much of its fragrances are incense based. The earliest distillation of Ittar was mentioned in the Hindu Ayurvedic text Charaka Samhita. The Harshacharita written in 8th century in Northern India mentions use of fragrant agarwood oil.
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3.1.1 Islamic Culture Contribution to Perfumes

Islamic cultures contributed significantly in the development of Western perfumery in both perfecting the extraction of fragrances through steam distillation and introducing new, raw ingredients. Both of the raw ingredients and distillation technology significantly influenced Western perfumery and scientific developments, particularly chemistry.
As traders, Islamic cultures such as the Arabs and Persians had wider access to different spices, herbals, and other fragrance material. In addition to trading them, many of these exotic materials were cultivated by the Muslims such that they can be successfully grown outside of their native climates. Two examples of this include jasmine, which is native to South and Southeast Asia, and various citrus, which are native to East Asia. Both of these ingredients are still highly important in modern perfumery.
In Islamic culture, perfume usage has been documented as far back as the 6th century and its usage is considered a religious duty. Al-Kindi, however, was the real founder of perfume industry as he carried out extensive research and experiments in combining various plants and other sources to produce a variety of scent products. He elaborated a vast number of recipes for a wide range of perfumes, cosmetics and pharmaceuticals.
The writer goes on in the same section to speak of the preparation of a perfume called ghaliya, which contained musk, amber and other ingredients; too long to quote here, but which reveals a long list of technical names of drugs and apparatus. Al-Kindi also wrote in the 9th century a book on perfumes which he named Book of the Chemistry of Perfume and Distillations. It contained more than hundred recipes for fragrant oils, salves, aromatic waters and substitutes or imitations of costly drugs.
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The book also described one hundred and seven methods and recipes for perfume-making, and even the perfume making equipment, like the alembic, still bears its Arabic name.The Persian Muslim doctor and chemist Avicenna (also known as Ibn Sina) introduced the process of extracting oils from flowers by means of distillation, the procedure most commonly used today. He first experimented with the rose. Until his discovery, liquid perfumes were mixtures of oil and crushed herbs, or petals which made a strong blend. Rose water was more delicate, and immediately became popular. Both of the raw ingredients and distillation technology significantly influenced western perfumery and scientific
developments, particularly chemistry.
Eggs and floral perfumes were brought to Europe in the 11th and 12th centuries from Arabia, through trade with the Islamic world and with the returning Crusaders. Those who traded for these were most often also involved in trade for spices and dyestuffs. There are records of the Pepperers Guild of London, going back to 1179; which show them trading with Muslims in spices, perfume ingredients and dyes.
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3.1.2 Western Contribution to Perfumes

Knowledge of something perfumery came to Europe as early as the 14th century due partially to Arabic influences and knowledge. But it was the Hungarians who ultimately introduced the first modern perfume. The first modern perfume, made of scented oils blended in an alcohol solution, was made in 1380 at the command of Queen Elizabeth of Hungary and was known throughout Europe as Hungary Water. The art of perfumery prospered in Renaissance Italy, and in the 16th century, Italian refinements were taken to France by Catherine de' Medici's personal perfumer, Rene le Florentin. His laboratory was connected with her apartments by a secret passageway, so that no formulas could be stolen en route.
France quickly became the European center of perfume and cosmetic manufacture. Cultivation of flowers for their perfume essence, which had begun in the 14th century, grew into a major industry in the south of France. During the Renaissance period, perfumes were used primarily by royalty and the wealthy to mask body odors resulting from the sanitary practices of the day. Partly due to this patronage, the western perfumery industry was created. Perfume enjoyed huge success during the 18th century. Perfumed gloves became popular in France and in 1656, the guild of glove and perfume-makers was established. Perfumers were also known to create poisons; for instance, a French duchess was murdered when a perfume/poison was rubbed into her gloves and was slowly absorbed into her skin.
Perfume came into its own when Louis XV came to the throne in the 18th century. His court was called "le cour parfumee" (the perfumed court). Madame de Pompadour ordered generous supplies of perfume, and King Louis demanded a different fragrance for his apartment every day. The court of Louis XIV was even named due to the scents which were applied daily not only to the skin but also to clothing, fans and furniture.
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Perfume substituted for soap and water. The use of perfume in France grew steadily. By the 18th century, aromatic plants were being grown in the Grasse region of France to provide the growing perfume industry with raw materials. Even today, France remains the centre of the European perfume design and trade.
After Napoleon came to power, exorbitant expenditures for perfume continued. Two quarts of violet cologne were delivered to him each week, and he is said to have used sixty bottles of double extract of jasmine every month. Josephine had stronger perfume preferences. She was partial to musk, and she used so much that sixty years after her death the scent still lingered in her boudoir.
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3.1.3 England Contribution to Perfumes

Perfume reached its peak in England during the reigns of Henry VIII and Queen Elizabeth I. All public places were scented during Queen Elizabeth's rule, since she could not tolerate bad smells. It was said that the sharpness of her nose was equaled only by the slyness of her tongue. Ladies of the day took great pride in creating delightful fragrances and they displayed their skill in mixing scents.
As with industry and the arts, perfume was to undergo profound change in the 19th century. Changing tastes and the development of modern chemistry laid the foundations of perfumery as we know it today. Alchemy gave way to chemistry and new fragrances were created. The industrial revolution had in no way diminished the taste for perfume, there was even a fragrance called "Parfum la Guillotine". Under the post-revolutionary government, people once again dared to express a penchant for luxury goods, including perfume. A profusion of vanity boxes containing perfumes appeared in the 19th century. In early America, the first scents were colognes and scented water. Florida water, an uncomplicated mixture of eau de cologne with a dash of oil of cloves, cassia, and lemongrass, was popular.
Initially perfumes and fragrance materials came from plant or animal sources. Fragrance played an important part in religious observations. It was thought to have powers to heal and protect from evil. The history of fragrances goes back centuries. The Bible documents using balms, ointments, and scented oils. For the Egyptians it was part of the burial ritual and a symbol of status. The Greek believed fragrance could be used as a connection to the Gods. The Romans used perfumes for seduction and used herbs as aphrodisiacs.
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With the Middle Ages and the fall of the Roman Empire there was a decline in the use of perfumery. The main use of strong fragrances was to cover the stench of disease. During the Crusades, Europe was introduced to perfumery from the East. From the Arabs there was gained the knowledge of alchemy and distillation of essential oils. Venice became the center of the perfume trade. Gradually perfumery spread to other European countries.
During the 14th Century perfumes were considered frivolous and abusive. During this time the main purpose of essential oils were medicinal. During the 15th and 16th centuries bathing was unpopular because it was thought to open the pores up and allow diseases in. Fragrances were used to cover up the odors from not bathing. Fragrances were used by the upper class from the 16th to 19th centuries. Only the wealthy could afford the luxury of perfumes. The art of perfumery flourished. France became the center of the perfume industry.
In the late 1800's the first synthetic fragrance material was produced. This was the beginning of the modern age of perfumery. With the event of synthetics, perfumery would no longer be exclusively used by the wealthy. The average person would be able to afford fragrances. By the 19th century there were more than 300 manufactures of fragranced products employing more than 20,000 people.
In 1868 Houbignat introduced the first perfume containing a synthetic material. That material was coumarine. In 1874, Vanillin was introduced. By the early 1900's synthetics were being used on a regular basis. The main materials were still of botanical or animal origin with synthetics used to complement and add new dimension to the naturals.
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In 1921 Chanel No. 5 was introduced. It was the first fragrance that was dominated by the use of synthetic aldehydes. It contained about 1% aliphatic aldehydes. It was the first of a class of perfumes called floral aldehydes. Even then the majority of the formula was made from naturals, softening the harshness of the aldehydes. The trend continued to be dominated with natural materials. Synthetics were used to expand the types of fragrances that could be created.
After World War II there was an explosion of new synthetics. More and more were incorporated into perfumery. Naturals were used to soften synthetics. Synthetics were less expensive and supplies were more reliable. However, the synthetics were often harsh and lacked the softness in naturals. So naturals remained an important part of the formulas.
Fragrance formulas were closely guarded secrets. The fragrance industry was a truly secretive one and only a few trusted individuals would have access to a formula. Developing perfumes was a time consuming process accomplished by skilled perfumers. It often took years of experience to attain the skill needed.
Formulas could not be patented. The only way to prevent them from being copied was not to divulge the ingredients. Fragrance formulas came under "trade secret" laws. This meant the contents of the formulas did not have to be listed. Only the word "fragrance" had to be put on the label. In this way the secrecy of the formulas was more or less protected.
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3.1.4 Cyprus
To date, the oldest perfumery was discovered on the island of Cyprus. Excavations in 2004-5 under the initiative of an Italian archaeological team unearthed evidence of an enormous factory that existed 4,000 years ago during the Bronze Age. This covered an estimated surface area of over 4,000m indicating that perfume manufacturing was on an industrial scale. The news of this discovery was reported extensively through the world press and many artifacts are already on display in Rome. The Bible describes a sacred perfume (Exodus 30:22-33) consisting of liquid myrrh, fragrant cinnamon, fragrant cane, and cassia. Its use was forbidden, except by the priests. The woman wore perfume to present their beauty.
Image 3.1: An old perfume still on display at Fragonard
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Chapter 4 - GLOBAL PERFUME INDUSTRY
4.1 Introduction to Global Perfume Industry

The fragrances market is among the largest within cosmetics and toiletries globally; with sales totaling US$35.5 billion in 2010 it is exceeded only by skin care, hair care and colour cosmetics. Historically, it has been one of the least dynamic markets, dragged down by declining unit prices, over-saturation of new products and low brand loyalty in key value countries including the US.
However, fragrances put in a strong performance in 2010 (almost 6% growth in US$ fixed exchange rate terms) capping off a 3-year trend of growth acceleration. Feeding this is economic prosperity in the emerging markets, but also increased demand in the maturing, developed countries for which celebrity scents and youth-oriented fragrances are largely credited. Forecasts suggest these improved fortunes will continue in the mid to longer term.
The emerging regions are becoming increasingly important to the worldwide fragrances market. Latin America and Eastern Europe alone account for almost a third of global sales and almost doubled in value between 2006 and 2010 to an estimated US$10.3 billion.
Their influence is also evidenced by the growing portion of global sales being accounted for by the mass segment. At US$18 billion, premium fragrances make up almost 60% of the market but it is mass brands that are contributing most to growth, both in percentage and absolute terms. Although there have been moves towards masstige and premium fragrances in Latin America, there is still a strong preference for mass brands right across the region, and they outsell premium perfumes in Eastern Europe too. Imran Salim Mansury Rizvi Institute of Management Studies & Research
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Asia-Pacific, such an important driving force behind growth in other beauty markets, is less significant in fragrances. With predicted sales of around US$2 billion in 2009, the region accounts for less than 7% of the worldwide market and has historically achieved growth at below the global average. This is primarily due to cultural norms, where consumers prefer to be odourless and associate heavy scents with the masking of body odour. Japan, for example, is one of the wealthiest countries in the world yet annual per capita spend on fragrances is less than half that of Russia and three times lower than the figure in Brazil.
Western Europe and North America are the most significant value markets, accounting for almost 60% of global sales. Both regions are marked by competitive markets, high launch rates and short shelf lives for new scents. Despite these difficulties, companies are succeeding in lifting value growth in Western Europe at least.
Premium fragrances are driving growth in both Western Europe and North America but dynamism is, in the main, coming from the lower end of the segment and from discounting. In the US, for example, manufacturers are exploiting the migration of consumers towards mass retailers with innovative strategies to suit this channel. Elizabeth Arden introduced Curious Britney Spears into the mass channel with a 30ml bottle, bringing price points down to capture a younger audience.
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4.2 Growth of Global Perfume Industry

Innovation is central to the fragrances market where launch rates are high and globalization, besides opening up new markets to international players, is providing opportunities for new product development. Rather than trying to convert new country markets to international trends, for example, some companies are creating brands tailored to a particular local market or ethnic group.
In autumn 2007, for example, Disney launched a Pirates of the Caribbean cologne in the US, specifically targeting Hispanic boys aged 4-11. The reverse is also happening, with manufacturers taking a trend from abroad and introducing it into another market to stimulate new demand. The introduction of baby fragrances by premium brands such as Bulgari and Burberry in countries where there is no traditional usage, such as the US and UK, is just one example of this trend.
As in the rest of the cosmetics and toiletries market, women are the primary consumers and women's fragrances account for almost two-thirds of total sales. However, the men's segment has seen a surge in demand in the past two years, the result of changing male grooming patterns, which mean the average man now spends longer in the bathroom and a larger proportion of his income on shaving products and toiletries. Manufacturers' efforts to attract men away from inexpensive body sprays, through the introduction of new lines, partner scents and widespread advertising have also helped to spur value sales.
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Targeting the younger age groups, and teens particularly, is a more recent development and one which holds strong potential for premium fragrances. Today's 13-19-year-olds (of which there were approximately 860 million globally in 2007) have far more spending power than any generation before them, and are serviced by a teenagers' products market worth almost US$250 billion globally per year, according to Euromonitor International estimates. Not only are they more affluent, today's teens are generally more sophisticated consumers than ever before, boding well for premium fragrances.
Ralph Lauren, Christian Dior, Yves Saint Laurent and blah are just a few of the high-end fragrance franchises that have begun targeting a younger demographic. Valentino joined their ranks in late with the launch of Rock 'n Rose, the aim of which is to inspire a new generation of young Valentino women. A year on and the fashion house has followed up with a line extension, Rock 'n Rose Couture. Now Burberry has unveiled plans for a new youth fragrance called The Beat to update the label's image with a more energetic, trendy edge.
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4.3 Trends in Global Perfume Industry

The global market for fragrances and perfumes is forecast to reach over US$33 billion by the year 2015, driven by growing trend towards consumer urbanization, higher spending propensity and heightened importance of personal appearance and grooming. In addition, increased demand for youth-oriented, floral and exotic fragrances and celebrity perfumes will set the pace for rapid market expansion. Although womens perfumes continue to remain the mainstay and garner maximum sales, the hitherto dark horse, mens perfumes category is projected to plod ahead at a rapid pace, underpinning todays metro sexual males desire to both look and smell good.
Fragrances, and perfumes today have evolved into a mainstream business in the cosmetics, and personal care industry. From being non-essential and frivolous, fragrances have emerged as essentials, owing to the increasing trend of appearance and personal care becoming part of pride, self reliance, and confidence. No longer considered as an extravagant grooming accessory, Fragrances, and perfumes have metamorphosed into a feel good factor, which complements the consumers need for expressing individuality, and personal style. The wide range of themes and choices enable consumers to choose fragrances that complement respective personal and characteristic traits. Economic prosperity in growing markets, together with increased demand for youth-oriented fragrances and celebrity scents that are largely recognized in developed and maturing markets are expected to drive the global fragrance market growth. Dictated by the fickle trends of haute fashion, the world of fragrances and perfumes is beginning to witness the entry of new apparel designers, and pop, music, and movie superstars making a dent on the market. The fragrance industry is primarily consumer driven. Consumers have a unique cultural attitude to fragrance and an uncritical concept of possessing a certain kind of identity through wearing fragrance Although a
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growing market, the global fragrances and perfumes industry does not reflect consistent growth across geographic regions. Fragrances and perfumes in some countries are aspirational purchases, and are influenced by demographic perception of style, luxury and status/prestige. Sales of fragrances, and perfumes are driven by the strength of big name endorsements. Demand for celebrity inspired scents shows no signs of abating, thanks to the increasing number of celebrity fragrances hovering in the market.
Currently on the global radar are low penetration markets such as China, India and Japan, where huge untapped opportunities are the focus of large international players. Fine fragrances market is increasingly looking at the teenage segment as a potential growth market. Womens fragrances continue to dominate the market, with maximum number of product launches and innovations aimed at the fairer sex. The scenario is however set to change with mens fragrance segment beginning to witness strong growth patterns, as the importance of grooming tops the list of men's priorities. Typically, the mens market was confined to the after-shave fragrances, but today the cards are being turned and mens fragrances for specific occasions are witnessing huge growth, holding the promise of emerging into a mainstay market. Custom fragrance is an emerging segment with significant growth potential. Competition in the custom fragrance market grew intense due to increasing consumer preference for personalization and growing popularity of the Internet.
The global fragrances and perfumes market was not deeply impacted by the global recession, witnessing average sales pattern during the period 2008-09. The market in developed countries was recording average to downright poor sales even before the onset of the economic crisis. As a result, the financial crunch that followed the recession only led to a further worsening of the scenario, as evidenced by retail de-stocking and decline in consumer
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spending. Europe performed marginally better than North America in terms of sell-through, although manufacturers as well as suppliers suffered due to a decline in inventory by the retailers. However, stable growth in emerging markets of Asia-Pacific, Latin America and Eastern Europe, provided a boost to the global fragrance market. The economic downturn spurred the demand for perfumes that offer nostalgia and comfort such as strong floral scents of violet and rose, which performed particularly well during the period. The niche segments of luxury as well as custom fragrances remained more or less unaffected by the recession and continued to show marginal growth in sales.
Europe represents the largest worldwide market for fragrances and perfumes, as stated by the new research report on Perfumes. European consumers rank among the finest of connoisseurs of fragrances and perfumes. Carrying out their legacy, European companies continue to dominate the global market and produce majority of the worlds most desirable brands. In terms of market potential, the Middle East market is projected to forge ahead at the fastest compounded annual rate of over 5.0% over the analysis period. Several of Middle East's local favorites such as deep, strong and silky notes of musks, ouds, sandalwoods and ambers, and the exotic, oriental perfumes are already making a comeback in the western market. By segment, Mens Fragrances and Perfumes is forecast to take market growth to the next level, expanding at a high CAGR of over 2.5% through 2015. In contrast, the traditionally strong Womens Fragrances and Perfumes segment continues to remain the market favorite, garnering a large share of world market.
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The international market for fragrances and perfumes is highly polarized and fragmented, given the extreme faddish fashion trends dictating the markets fortunes. Key market participants include Avon Products, Inc, Bulgari, Armani, Coty, Inc, Elizabeth Arden, Inc, Estee Lauder, Inc, Gucci Group NV, Gianni Versace S.p.A, Liz Claiborne, Inc, Loreal SA, LVMH Group, Procter & Gamble, Puig Beauty & Fashion Group S.L, Polo Ralph Lauren Corporation and Revlon, Inc.
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CHAPTER 5 PERFUME INDUSTRY IN INDIA
5.1 Introduction to Indian Perfume Industry

Flavors and Fragrances (F&F) are the essential ingredients that lend taste and smell, respectively, to food and personal or home care products. Without these, all the products that we use such as toffees, chips, toothpastes, soaps and shampoos, would be tasteless or odorless, boring, functional products. Globally, the flavors and fragrances industry is estimated to be a $18.8 billion industry of which the top five players account for 40% of the market. The five largest companies in the industry are Givaudan, International Flavors & Fragrances (IFF), Firmenich, Symrise and Quest International. Japanese firm, Takasago, the sixth largest player, has revenues close to that of Quest International.
The top five companies have a substantial presence in the Indian market, along with competition from Indian F&F houses such as SH Kelkar, Sachee Aromatics and Oriental Flavors & Fragrances. The Indian F&F market is estimated at around $225 million with the top five international houses accounting for 85% of the market. Flavors comprise 45% of the market while fragrances total 55%.
However fragrances are also used in the Agarbathis and Pan Masala/Zarda industries where figures are typically not disclosed. In the Agarbathis industry, many companies prefer to directly buy aroma-chemicals and blend their own fragrances. ITC is the exception, as it purchases blended fragrances, rather than aroma chemicals for in-house blending. Hence the F&F industry sales may not completely reflect these figures and estimates range to 10% higher.
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The fragrance industry is big business, very big business. It includes much more than retail sales of fragrances. Related industries such as chemical companies supply the chemicals the fragrances are made from. Most fragrance chemicals are synthesized from petroleum products. Some companies formulate fragrances and flavors for other companies. Marketing and advertising are used to create and promote the image of a fragrance.
Add related industries such as companies that add fragrance to personal care, personal hygiene, and household products and the impact is even greater. The food industry is also a large user of fragrance chemicals known as flavors or aroma chemicals when used in foods. Flavor / fragrance chemicals are also in heavy use by the tobacco industry as additives to cigarettes to enhance flavor, especially the lower tar and nicotine brands.
Virtually every aspect of our lives is impacted by the Fragrance Industry. In the past many products had generic scents that identified their use, rather than brand. All soaps had an odor that was identified as "soap". Most laundry detergents had the basic same odor and most cleaners either had a pine or lemon scent. This is no longer the case.
Laundry smells fresh for days. Advertising campaigns are based on the odor rather than the performance of products. Entire industries are built around the perception of odor. The sense of smell is the least understood of the senses and often considered the less important of the senses. Yet it is the basis of multi-billion dollar industries.
"Why is fragrance so important to the buying public? The key is a mixture of biological response, psychology, and memory. The limbic system is the most primitive part of our brain and the seat of immediate emotions."
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Gas chromatography and Mass Spectrometry brought about tremendous change in the Fragrance Industry. No longer could the secrecy of formulas be maintained. A skilled fragrance chemist with GC/MS equipment could analyze a fragrance and pretty closely duplicate a fragrance. Copies of expensive, exclusive fragrances were now available at a fraction of the cost.
Along with the ability to copy other perfumes, came the ability to analyze natural materials. Now closer matches could be made in duplicating natural materials. There was less need to purchase expensive natural materials. Synthetics could be blended to better imitate the naturals. Synthetic materials as a rule are less costly, the quality is easier to maintain, and the supply is more reliable.
These changes made mass production of fragrances widespread. The market became even more competitive. Advertising and marketing campaigns now accounted for most of the cost of perfumes. Image became the all-important selling feature of a fragrance.
Trickle down fragranced products became popular. Shampoos, lotions, and soaps were now available in the same scent as one's favorite perfume. In order to compete other brands now had to have distinctive scents. The generic scent for products no longer existed.
Marketing became the most important aspect of whether a product was successful. And fragrance has become the basis of that marketing. Skilled advertising campaigns create the image and convince consumers that their product will make them happy, sexy, mysterious, alluring, etc.
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Your child's clothes have that fresh smell so everyone knows you have done a good job. While sweating is acceptable, smelling like sweat is not. Your hair must smell terrific, your soap must be fresh as spring, and your clothes smell mountain fresh.
A good perfume has been traditionally formulated to last six to eight hours. There were three notes. The first note was the first impression of the fragrance immediately out of the bottle. The second note was the body of the fragrance and took a bit do develop after it was on the skin. The third note was the lingering quality of the fragrance. The key to a good perfume was for these three notes to flow into each other to produce a pleasing effect. Colognes and other products were less concentrated and the odor did not last as long.
Now detergents are advertised make your clothes smell fresh for days. With most personal care, personal hygiene, and household products being scented there is a constant bombardment of fragrance. For a product to be distinctive, it must be able to be detected over this "background noise" of fragrance.
The trend is for immediately powerful fragrances that are long lasting. Gone is the gradual development and gradual fading of a fragrance. The impact is immediate and long lasting. And of course, to keep up with the competition, all fragrances have to be immediate and long lasting.
Over the past 20 years there has been a phenomenal increase in the use of fragranced products. Problems are emerging from this increase.
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5.2 Market Size of Indian Perfume Industry

The Indian fragrance market is valued at Rs 3 billion, comprising alcoholic and attar perfumes with a 50% market share each. In alcoholic perfumes, one-third is represented by unorganized market while the rest is mainly imported.
As per the Economist Intelligence Unit, the sales Value (US $ m) of Perfumes & Fragrance in India was:2005 Perfumes & Fragrances 2,103 2006 2,291 2008 2,464 2008 2,696 2009 2,941 2010 3,169
Table 4.1 Sales of Perfumes & Fragrances in India Perfumes as luxury accessory buys are one of the most popular must-have items on the aspirational buyers list as well. According to industry estimates, the domestic luxury perfume market is growing at a rate of 20-25 % year-on-year.
The domestic perfume market is estimated to be worth Rs 300 crores and is growing at around 125 per cent annually. The forecast is that it may grow at a rate of 200 per cent in the coming years, with fast changing consumer behaviour and habits.
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5.3 Trends Affecting the Industry

Traditionally, while flavors and fragrances were viewed as the most customized of all raw materials, and therefore commanded higher prices, in the last decade, prices have been pushed down consistently by large manufacturers. This trend has gained momentum, as there is increasingly consolidation among customers through mergers and acquisitions, improving their bargaining power. (Notable examples are Henkels acquisition of Dial Corp and in the Indian market, Daburs acquisition of Balsara). Customers are already grappling with rising costs due to the upswing in oil prices. In most cases, manufacturing companies are unable to pass on these costs to consumers through price increases. Any price increases by F&F houses are therefore strongly resisted. Another factor affecting the margins in the industry has been the overall increase in the prices of aroma and flavor chemicals, the building blocks for the industry. These have seen price increases due to the fluctuations in the petrochemicals industry. Further, till now, the Indian F&F industry has largely been focused on the large soap and detergent segments. As these segments mature, the fragrance industry faces stagnant sales and prices. In the case of flavors, since processed and instant food itself is a nascent industry in India, there is a long way to go before the market matures. Globally, major F&F houses are trying to counteract this trend by increasingly using their India and China hubs as sourcing centers for raw materials required by creative centers all over the world. The F&F industry itself has seen some consolidation in the last five years IFF acquired Bush Boake Allen (BBA) in 2008 while Haarmann & Reimer (owned by Bayer Corporation) and Dragoco (privately held) were taken over by investor EQT and merged to form Symrise in 2009-10. These moves are expected to confer better purchasing ability on F&F houses.
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Fragrance and flavor manufacturing is not complex, involving mainly the blending of aroma chemicals. F&F houses have therefore been focusing on different areas in perfume and flavor synthesis technology such as countering specific malodors like sweat or encapsulation of flavors for timed release. This has been one avenue that F&F houses are using to maintain existing customers or gain higher prices for better performance. F&F houses are also focusing on developing captive materials that can provide them an edge in synthesis as well as discourage imitation. Another trend is to gradually move into long-term arrangements with manufacturers whereby each fragrance or flavor brief is only offered to two or three houses. In exchange for an assured chance to gain a certain amount of global business, F&F houses provide manufacturers with large discounts and first look rights at exclusive cutting-edge fragrance and flavor styles. This core-listing process is gradually being adopted across brands by most international manufacturers such as Unilever, Frito-Lays, Proctor & Gamble (P&G), Johnson & Johnson (J&J) etc, making it very difficult for a newer supplier to break into such customers. A key factor in this industry is the presence of stringent safety norms that often restrict the use of many chemicals. Apart from Indian government regulations, the flavor industry is selfregulated by the Flavor and Extract Manufacturers Associations (FEMA) GRAS regulations while the fragrance industry is regulated by the International Fragrance Association (IFRA). Besides these regulations, many large customers also have their own regulatory departments, which prohibit the use of certain chemicals and often require the substitution of more expensive materials, such as macrocyclic or polycyclic musks instead of nitromusks, which were used earlier.
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Inventory management is yet another challenge that F&F houses are trying to address with more streamlined systems. While the total number of flavor and fragrance raw materials available may be more than 3000, most large houses typically have about 1000 materials on their standard palette for perfumers and flavorists to use. Maintaining sufficient quantities of all these materials at all times without accurate forecasting is impossible. This coupled with a high dependence on imports accounts for the often long lead times (sometimes six to eight weeks) of fragrance and flavor supply, which can be critical for end users. As F&F houses move into closer relationships with end users, these issues are being addressed partially through more accurate estimates of materials required. Many of the large F&F houses also work closely with Indian suppliers to upgrade the quality of their raw materials to international standards, trying to bring down costs as well as lead times.
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5.4 Future Opportunities for Fragrance in India

2011 is a wonderful opportunity to bring true value and excellence to consumers, says Steve Hicks, P&Gs director of flavor and fragrance development global capability organization. Far from viewing the financial crisis as a threat, Hicks has identified several opportunities for fragrance companies to survive and thrive. He acknowledges that the last 18 months have been tough for the industry, and that a return to profitability and historical growth curves is paramount. And so, he asks, How does this industry compete in the new world?
The answer to that question will define those companies still standing in 2020, says Hicks. Its a challenging decade to come, but there are wonderful opportunities for innovation and growth.
Fragrances are still a huge driver of brand selection and loyalty by consumers, says Hicks. Nothing has broken our faith in that. This fundamental truth translates into a focus on launching superior fragrances to drive brand growth. As consumers change spending patterns, companies are relying on superior fragrances as a driver of innovation. Fragrances are a delightful experience for consumers, not a chore, says Hicks. Across all categories, the commonality is fragrance delight. Consumers smile when they talk about fragrances. It is truly an element of happiness. In response, he says, fragrance industry leaders have engaged in new levels of innovation and reinvention. I would be very fearful if they werent, he adds, noting that the industry must outmaneuver the specter of commoditization. The economic downturn is forcing the industry to rethink the fine fragrance business modelfor the better.
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"There has been an industry acceleration in the launch of new fine fragrance brands and extensions [in recent years]," says Hicks. "We have confused the consumer, and the industry has become addicted to the increasing pace of the new initiatives. The result is that many new fine fragrances vanish in 18 or 24 months. The industry, says Hicks, is not creating a lot of permanence. We need a few more classics, things that will stand the test of time. Recent struggles in the category as a result of the financial crisis have shifted the focus from moreand-more to fewer, bigger and better, he says, which in the long run will be a plus for the industry.
Innovation is the lifeblood of fragrance, providing continued differentiation. Its the most important thing to ensure survival, says Hicks. The worst thing you can do is start cutting back on innovation machinery and lose differentiation. Thus, he says, now is an ideal time to pursue such differentiation in a bid to survive, grow and thrive.
I see some of the major industry players investing more in R&D, he says, calling it a brave and strategic stroke to take in tough times. Proprietary innovationcaptive fragrance materials in particularare a keystone of this strategy. While there are perhaps 6,000 chemicals available to fragrance houses, he says, it is a mistake to think everything has been invented. While captives create differentiation, they also combat commoditization of ingredients and finished fragrances.
In addition, says Hicks, the industry may well lose some materials to the REACH process. The opportunities for replacers of lost aroma chemicals are obvious and, he says, new chemistry can bring new and different fragrance experiences to consumers by boosting tenacity or allowing performance under difficult conditions.
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Hicks sees the consolidation of fragrance industry organizations around IFRA as a positive move, creating critical mass around global issues and effecting more legislative influence and better PR around fragrance. The fragrance industry is not at the end of the food chain," he notes. "Small changes in fragrance policies have huge effects on downstream users." Thus, it is difficult for the industry to make autonomous changes, making it crucial to be more connected within its niche and to customer organizations such as the Personal Care Products Council and Soap and Detergent Association.
This synergistic industry structure is particularly crucial as NGOs have made significant moves on the issue of fragrance ingredient labeling. These NGOs generally seek complete ingredient transparency through labeling on consumer products, he notes, including perfumes. The true intellectual property is the formula of the perfume itself, says Hicks. Publicly exposing that will not make anyone safer, will not teach [consumers] anything, and will destroy intellectual property. For this reason, he says, the industry must engage the public image of fragrances in a coordinated manner. NGOs, he notes, arent speaking to industry, but rather are trying to scare the public. Attacking every day, trusted brands creates scandal and mistrust, and that makes a good story, says Hicks. When the public is alarmed, legislators respond. The industry needs to give the public a positive story. Here Hicks points to a recent successful American Chemistry Council advertising campaign that highlighted chemistrys positive contributions to consumers lives.
Globalization and developing markets continue to provide new opportunities for fragrance houses and their customers. Growth in developing markets is accelerating, led by China, India, Latin America and, in the not too distant future, continental Africa. Fragrance houses, says Hicks, are helping us light that fire.
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To succeed in these emerging markets, he notes, companies cannot merely relaunch successful Western scents. Often the cost and aesthetic taste targets will not align. Instead, he says, innovation and low-cost platforms need to be mastered to launch successes into new markets.
The major industry players are taking responsibility for protecting the important fragrance molecules through the REACH process, particularly concerning the generation of new safety data on common ingredients. While there may be some surprises along the way, necessitating some reformulations, Hicks believes the industry is now moving smoothly to organize, study and register key materialsit is no longer playing catch up.
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5.5 The Outlook of Perfume Industry in India

To conclude, while the F&F industry in India is facing tougher times on account of rising input costs and dropping prices, there is still absolute growth to come as far as numbers are concerned. As consumers graduate from using basic soaps and detergents to higher end products such as perfumes, lotions, hair gels and other applications, the demand for more sophisticated and expensive fragrances will increase. Air care applications are also seeing increased growth as consumers switch to more expensive insecticides such as liquidators, and also start fragrancing home and office areas with fresheners.
In the flavor market too, as processed foods grow at over 12% on an average, the demand for flavors in the savory and beverage application areas is growing. This is fuelled by rising disposable incomes in urban areas and an increased willingness to consume store-bought foods. Currently, due to the lack of a continuous frozen food chain from manufacturer to retailer in most areas, processed food in the meat, poultry and seafood segment is nonexistent. This is unlikely to change in the short term.
The competitive edge will come through captive ingredients and technologies that make one flavor or fragrance relatively exclusive and difficult to copy, thereby extending its shelf life. Cost control will continue to be a critical factor for F&F houses in the next 3 to 5 years, until they manage to bring around a marked reduction in the import content and are able to achieve consistent supply quality from cost-effective Indian or Chinese sources.
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The ability to foresee new segments that have the potential to grow and to enter these at an early stage in the lifecycle. As buyers consolidate and rely more on long-term agreements, the early movers into segments such as skin care, styling products, hair conditioners, shower gels instant foods, branded snacks (Chips/Munchies) and newer fruit-based/energy drinks are likely to dominate these markets.
Speed in building up a sizeable presence in the Asia Pacific (APAC) region. Currently, APAC is the fastest growing region for fragrances and flavors as consumers in these countries (especially China and India) can now afford to use more personal, home care and store-bought foods and beverages than they did before. Most large manufacturers of food, personal and home care products are already established in this region. It is therefore essential for F&F houses to move from a Europe and North-America centered world-view to a sizeable presence in and understanding of the APAC market. This is also critical to securing the region as a profitable sourcing base.
The ability to function on a truly globally integrated scale. Except for specialist/boutique houses that typically operate in the fine fragrances market or in the high-end liquor market, all other F&F houses are facing severe price competition. Further, fragrance and flavor trends today are no longer exclusive to each region/country and percolate to other regions quickly, as buyers expand into all regions. Consumers too are more exposed today to food and personal care products from around the world, raising the expectations of quality even in developing countries.
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Despite the presence of the top five international houses, we may still witness more competition as players on the next ten rungs globally attempt to penetrate the Indian market more effectively. As the American and European markets saturate, increasingly, India along with China is being seen as the road to growth for most F&F houses and the action is going to be here.
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CHAPTER 6 HIGH END PERFUME MARKET IN INDIA

6.1 Overview
Regarding cosmetics, branded perfumes are one of the more expensive cosmetics that are on the Indian market today. There are many compromises when it comes to hitting marks with designer perfume, but only those who truly believe in quality can attest to the fact that the perfume brand is where it goes.
From the neighborhood of Rs 2500 a bottle if you're lucky, it's easy to wonder what is the perfume brand which commits such a high price tag. Is the designer name associated with fragrance brand that makes it so much, or is it something else, something more that warrants such an expensive product?
Anyone of those who reveled in cheap perfume, might know the extent that the smell goes, good taste can ensure that people never know the difference. At the same time, genuine perfume brand is designed for durability; fall lower end perfumes and fragrances are usually not made to last so long and sparkling after a long period of time. The power difference between sustainable and high-end low-end perfumes is important, not too far from the way things are with other cosmetics on the market as well.
When it comes to name brand perfumes, it is easy to say that more time and money goes into the creation of such a high-end perfume, much more than what would be a good market down version of the fragrance. Although these companies get their profit, it costs more to produce the product, which certainly implies a significantly higher price.
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Anyone a pretty good nose for perfumes made knows that when it comes to name brand perfumes and those who lack such esteem in the world of cosmetics, the difference really matters between the two and you get what you pay for.
Another thing you pay when shelling big bucks for the perfume brand is what is included in it. Designer perfumes contain ingredients, from fine oils extracts and natural scents. This is what makes "the elastic and durable and is also pleasant to the nose. After they are selected, there are scientists who know exactly how to mix a scent to make it work for the nose.
Branded perfume is not for everyone. Some people agree with the basic flavors, body sprays, and even decent enough copies of popular hits. In general, most People cannot make a difference. At the same time, there is something designer perfume, which complements this amazing place, or meet new ones, or kicks you in the interview you. Name brand perfume is just a finer product altogether, and men and women all over swear by it.
A woman who doesn't wear perfume has no future." These were the words of Gabrielle 'Coco' Chanel, the famous French fashion designer who introduced the iconic women's perfume, Chanel No. 5 way back in 1921. Known as one of the most legendary fragrances, it became even more famous after American actress Marilyn Monroe mischievously said, "What do I wear in bed? Why, Chanel No. 5 of course. With aromatic notes of grass jasmine, may rose, sandalwood and vanilla, the fragrance remains one of the bestselling perfumes of all times with claims of one bottle being sold every 55 seconds! Interestingly, top-of-the-line fragrances have always been an accessory of choice for most.
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Perfumes as luxury accessory buys are one of the most popular must-have items on the aspirational buyers' list as well. According to industry estimates, the size of the total domestic luxury perfume market is around Rs 600-800 crore and is growing at a rate of 20-25 % yearon-year.
Rohit Chadha, head of the consumer products vertical at Technopak Advisors, says that high-end perfumes are doing brisk business in India.An outlet at a mall selling luxury fragrances can easily expect to do a sale of Rs 40,000-50,000 in a day! The market for such perfumes has a huge potential in India with a lot of players operating in multi-brand outlets as well, besides boutiques or standalone stores."
The trend this season is a whiff of summer. Keeping the summer spirit in mind, luxury majors are counting on breezy, floral and fruity notes to entice customers. It's more botanical, fruity and woody fragrances for men whereas fruity and floral notes for women, says Ramana Kasibhatla, sales and marketing manager at Burberry Perfumes India.
The bestselling buys of leading luxury brands say it all. Italian luxury brand Prada is seeing a growing affinity from male customers for its Prada Pour Homme which strikes a harmony between contrasting notes such as fresh and sensual as well as clean and leathery.
Julie DeClermont Tonnerre, marketing manager, luxury products division of L'Oreal India which markets brands such as Lancome, Ralph Lauren Fragrances, Giorgio Armani Fragrances and Diesel Fragrances says that the trend in fragrances varies depending on which time of the day it is worn.
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"During the day it is light aqueous or marine scents for men that are comfortable such as the Acqua Di Gio by Giorgio Armani. For women, it is fruity and floral with a modern twist of gourmand sweetness, as in the case in Summer Romance by Ralph Lauren which has key notes of passion fruit, hibiscus and apricot musk. At night, it's deeper sensual fragrances such as the Armani Code for men and women that are a favourite.
The high-end perfume market has no shortage of professional men's perfume brands, such as CK, Hugo Boss, Armani and so on. While on the mass market there are Adidas colognes, Gillette colognes and so on.
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6.2 Market Size

One might not be able to afford a Salvatore Ferragamo outfit, but can still be a proud owner of the label without spending a bomb by buying a bottle of perfume. In fact, perfumes belonging to high-end brands like Burberry, Issey Miyake, Ralph Lauren, Bvlgari, Hugo Boss, Azzaro et al are turning out to be a bridge to luxury. Little wonder, these brands are making almost simultaneous launches in the Indian, Asian and European markets.
High-end perfumes are a bridge to luxury. The use of perfumes from international lifestyle brands helps enhance the Indian consumers aspirations and attitude towards using other luxury products, said Shubhadro Das, vice-president (marketing), Beauty Concepts, a leading importer of high-end perfume brands.
For instance, top-selling brands of high-end perfumes in India like Issey Miyake, Ralph Lauren and Bvlgari fall in the price band of Rs 3,500 to Rs 4,500 for a 100 ml bottle. These price points are extremely affordable for consumers who want to possess high-end brands without burning a deep hole in their pocket, Das said. The company has seen high off take of even brands like Salvatore Ferragamo and Hermes, which are priced Rs 6,000 upwards.
Industry observers feel that Indian consumers are quite aware today. New perfume launches are viewed in the same way as in Europe or the US. Consumer awareness levels are very high. International perfume brands do their global launches simultaneously across markets including India, Das said.
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Typically, SEC A+ and SEC A form the core customer group for luxury perfumes. But, highend perfumes are one of the most popular must-have items on the aspirational buyers list as well. With the growing exposure of Indians to global brands, SEC B+ and SEC B consumers, who can be termed as aspirational buyers, are also substantial contributors to sales numbers, Das said.
It has been observed that on an average a customer of high-end perfumes makes a purchase every three months. Also, the choice of fragrance changes with climate. Today, different categories of products from international lifestyle brands are doing extremely well. Perfume as a product category has a promising market in India. With the recent upsurge of the Indian retail market, global luxury perfume brands have got good placement for themselves with very high potential for volumes, said a retail industry expert. According to industry estimates, the size of the Indian luxury perfume market is around Rs 600-800 crore and is growing at a rate of 20-25 per cent annually.
India has a rich history with men's fragrances, with modern times seeing cologne step into the forefront of men's fragrances. Today, Armani, Gucci and other brands continue to launch a series of men's fragrances. In department stores and shopping malls, there are emerging more and more perfume cabinets and perfume zones. Early entries into the INDIAN market, such as CK, Hugo Boss, Burberry, and Davidoff have a strong presence in Chinese shopping malls. Himfr reports that the sales of CK, Hugo Boss, and Burberry are top three in men's fragrance brands.
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Of course, there is still a gap between spending on high-end men's perfume and women's fragrances. The current proportion of men's fragrance consumption is still lower than female consumption.
Whether mass-market or high-end men's fragrances, strong brands have similar features and cross industries. Adidas is one of the top world brands in sports apparel; Gillette is a giant in razors; HUGO BOSS, Armani, and CK are all luxury apparel brands. These brands, in their original industries, have achieved great popularity and have been successful brands, and use this popularity to leverage their fragrance sales and find further success in the men's fragrance brand market. At the same time, these brands also take advantage of sponsorship opportunities such as the World Cup and sports events to sustain further exposure.
Growth in demand for premium fragrances in the INDIA continues unabated, with sales of high-end, signature products growing at a CAGR of 5.4 per cent. This is faster than the sales of mass-produced fragrances, making the region a prime target market for luxury perfume labels from across the world.
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6.3 Current Situation

The fact that big names like the Body Shop is now trying to muscle in on the India market is testimony that the sub-continent will be an increasing draw for international players. And the latest report on the country's fragrance and flavors market bears testimony to the huge potential for cosmetic and toiletry expansion.
Fragrances are proving increasingly popular in India, as the population continues to increase its expenditure on increasingly sophisticated personal care products containing greater amounts of fragrance. Wash products, including soap, hand washes and shower gels, currently account for 42 per cent of this category, whereas shampoo, hair oil and fine fragrances account for 5, 3 and 2 per cent of the market respectively.
The Indian flavors and fragrance market is valued at around $225 million, 55 per cent of which comprises fragrances, with the top five international fragrance manufacturers accounting for 85 per cent of the market. To put this in context the global market is worth $18.8 million, and the top five players currently account for 40 per cent of the market, according to Frost & Sullivan India.
Those five companies are Givaudan, International Flavors & Fragrance (IFF), Firmenich, Symrise and Quest International, who are being followed by domestic players such as SH Kelkar, Sachee Aromatics and Oriental Flavors & Fragrances. Unlike the flavors market, the fragrance market is highly consolidated. Frost and Sullivan says that the most of the sales are accounted for by the big personal care players, such as Unilever, Godrej, Nirma and Dabur. The report also points out that the Indian fragrance market differs fundamentally from the global market in its segmentation.
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Currently there is one trend in particular that characterizes the flavor and fragrance industry as a whole: a market dictated by keen pricing. In the last decade prices have been pushed down constantly by the larger manufacturers and in recent years this has gathered momentum, due to the increasing bargaining power brought about by industry consolidation. Frost and Sullivan says that currently Indian consumers are already struggling with rising costs due to the upswing in oil prices. This means that manufacturing companies are unable to pass on price increases, even if costs are rising.
On a global basis, the international flavor and fragrance houses are absorbing rising costs by using both Indian and China manufacturing capabilities as hubs, a factor that is likely to ensure significant growth for the Indian industry in the future. The report added that the industry in India is facing tougher times due to rising input costs and the falling prices, but that this will continue to be counterbalanced by a continued growth in the market, both on a global and a domestic basis.
Market success in India, the report concludes, will deperfumed on the ability to forsee new market segments at an early stage, speed in building up a sizeable presence in the Asia Pacific region and the ability to function on a globally integrated scale. Brands like Burberry, Issey Miyake, Ralph Lauren, Bvlgari, Hugo Boss, Azzaro have seen a dramatic growth in the sale of their perfumes in India. The volumes are significant enough for them to make almost simultaneous launches in the Indian, Asian and European markets.Shubhadro Das, vicepresident (marketing), Beauty Concepts, a leading importer of high-end perfume brands explains the trend by saying that the high-end perfumes are a bridge to luxury. It helps enhance the Indian consumers aspirations.
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Typically a high-end perfume sells in India in the price band of Rs.3,500 to Rs.4,500 for a 100ml bottle. These are affordable price points for consumers who want to possess high end brands without going overboard. Even brands which are priced at Rs.6,000 and above have seen a steep increase in sales. Experts feel that it is a result of increased awareness amongst the Indian consumer. Thats why new perfume launches have similar response in India as in Europe or the US.
The medium segment of the Indian consumer has fuelled the growth in sales of perfumes because of increased exposure to international brands. It has been observed that on an average a customer of high-end perfumes makes a purchase every three months. Also, the choice of fragrance changes with climate. The perfume industry in India has come of age. From a cottage industry it has become a full-fledged industry in the last two decades. The industry is growing at 125 per cent annually. The growth is attributed to an increase in disposable incomes.
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With globalization, liberalization and the IT revolution, living standards of the Indians have increased manifold. The demand for fashionable products has increased too. That is why, all global players are eyeing the subcontinent for business purpose. The illegal flow of lifestyle products confirms the great demand for these products in India. The affinity of the Indians for foreign goods also compels the indigenous manufacturers to tie-up with international brands to tap this segment of people. The perfume industry, basically, was just a cottage industry some two decades ago. But now, due to the huge demand among the people, it has blossomed into a full-fledged industry. Recently, Alcome Perfumes and Cosmetics, declared a plan to set up a Rs 100 crore green field perfume plant in and around Noida special economic zone.
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The domestic perfume market is estimated to be worth Rs 300 crores and is growing at around 125 per cent annually. The forecast is that it may grow at a rate of 200 per cent in the coming years, with fast changing consumer behaviour and habits.
Geneva-based International Fragrance Association has estimated that the global perfume market is worth $ 40 billion, out of which the mass market has a 80 per cent share. In this, India and China have a considerable share. Seeing the present trend, Alcome Perfumes and Cosmetics is quite confident about the growth in perfume users and is expecting a revenue of Rs 150 crores, in the first year. Further, it is targeting a Rs 500 crore turnover in the next three years from the Indian market.
With the growing demand for fragrance, the Indian perfume companies are planning to change their strategies by utilising their resources mainly for the domestic market and a meagre portion for exports. Apart from that these companies are also planning a multiple marketing and distribution strategy to foray into a market with huge potential. The potential is immense as the middle class is growing rapidly and disposable incomes are increasing.
So in the near future, Indian consumers can access reputed brands of perfumes like Lorome, Concept parfum, Eco-collections, Momentz and Europa through retail chains. The $100million Indian fragrance market may seem small compared with the global $2.5-million, but the annual growth rate of 15 per cent makes India a chosen spot for players in the segment. "After Europe, India is seen as an important market by us, hence we launch products here even before we launch them in the Japanese or the US markets," said Mr Guillaume Nagy, Regional Marketing Manager of Puig Asia Pacific, the regional arm of the parent company of Nina Ricci.
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To cash in on the coming festive season, that makes for 40 per cent of the brand's sales annually, France-based Nina Ricci has launched its new perfume, Love in Paris. According to him the fragrance market in the country augers well in the future, hence the company invests in it, but as of now, the company makes no profits here as it has to plough back its gains to pay the 123 per cent import duty and invest in advertising and marketing infrastructure. The other Nina Ricci fragrances available in the Indian market include Les Belles, Nina, DeciDela, Premier Jour, Love fills L'Air du Temps for women and Ricci Club, Signoricci, Memoir D'Homme for men.
The Love in Paris in the 80 ml bottle is priced at Rs 3,000, which according to Mr Nagy is the Indian psychological price barrier in the fragrance market. Interestingly, in the fragrance business, the global gender break up is 60 women:40 men. In India it is 50:50. "More international organizations are now aiming at India as a potential growth market," says Anand Jhunjhunwalla, vice president of the 20102011 managing committee of the Biennial Fragrance and Flavours Association of India. Bringing together domestic and large multinational companiesthe latter of which account for ~85% of the F&Fmarketthe event presented a unique opportunity for the industry to gather and consider the future of this fast-growing economy, currently ranked 11th in the world by GDP. Increasingly, this developing market its factoring into the long-range plans of multinational F&F companies, which face rapidly maturing markets in the United States, Europe and Japan. The CIA Factbook notes, "In 2010, the Indian economy rebounded robustly grom the global financial crisisin large part because of strong domestic demandand growth exceeded 8% year-onyear in real terms." These are numbers no industry can ignore.
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6.4 Major Players of Perfumes Industry

There are Indian flavour and fragrance houses such as SH Kelkar, Sachee Aromatics and Oriental Flavors & Fragrances. In FMCG arena there are big players like Hindustan Unilever, Cavin Kare, Paras Pharma, Archies, J K Helene Curtis, etc.
Today in the 21st Century perfume is a 20 billion dollars industry worldwide. Both Men & Women have fragrance wardrobes of at least five-six different perfumes, rather than a single signature perfume, keeping special perfumes for special occasions.
6.4.1 Bvlgari
Image 5.1: Bvlgari Scent
Bvlgari is an Italian luxury goods house founded by Sotirios Voulgaris in 1884. The company name is a derivative of the founder's last name, and the letter "V" in the word is the Latin classical alphabet character for letter "U," so the word is pronounced simply as if it were written as "Bulgari".
The founder of the house, Sotirio Voulgaris, was originally from Greece, where he learned the jeweler's trade. He left his home town in 1888 and made his way to Corfu, and later to Naples, before landing in Rome in 1881. He started the Bvlgari company in 1884.
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The company's flagship store was opened in 1905 with the help of his sons, in Via dei Condotti, and it soon became successful and famous. The first international stores were opened in 1980 in New York, Paris, Geneve and Monte Carlo. Bvlgari had their own sales outlets (showrooms) in the Pierre Hotel in New York for many years, and now have nearly 300 shops worldwide. Initially famed for its magnificent jewelry, the brand has expanded its offerings to include watches, accessories, handbags, hotels and fragrances. The first fragrance offered by the brand was Eau Parfume au Th Vert in 1992. Designer Bvlgari has 34 perfumes in our fragrance base. The earliest edition was created in 1992 and the newest is from 2011. Bvlgari fragrances were made in collaboration with perfumers Jacques Cavallier, Annick Menardo, Alberto Morillas, Jean-Claude Ellena, Sophia Grojsman, Beatrice Piquet, Olivier Polge, Carlos Benaim, Sophie Labbe and Nathalie Lorson.
6.4.2 Gucci
Image 5.2: Gucci Scent
Designer Gucci has 28 perfumes in our fragrance base. The earliest edition was created in 1984 and the newest is from 2011. Gucci fragrances were made in collaboration with perfumers Michel Almairac, Maurice Roucel, Karine Dubreuil, Firmenich, Dominique Ropion, Ilias Ermenidis, Givaudan, Daniela Roche-Andrier, Antoine Maisondieu and Guy Robert.
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6.4.3 Giorgio Armani
Image 5.3: Giorgio Armani Scent Armani started his career as designer of shop-windows in a supermarket. From 1960 to 1982 he worked as a designer for the well-known house of Nino Cerutti and then started working as an independent designer afterwards. He presented his first collection of men clothing in 1984, and began to build his own empire successfully. He presented his first line of women clothing in 1985. Armani's great success in presentation of his work to wider audience appeared with the popular movie American Gigolo, where Richard Gere wears Armani's models. He is very interested in sports, is president of Olimpian Milano basketball club, a fan of Inter from Milan and he designed sport suits for English football team two times so far. The perfumes are produced under license with L'oreal.
Designer Giorgio Armani has 84 perfumes in his fragrance base. The earliest edition was created in 1982 and the newest is from 2011. Giorgio Armani fragrances were made in collaboration with perfumers Alberto Morillas, Loc Dong, Anne Flipo, Dominique Ropion, Olivier Cresp, Antoine Lie, Antoine Maisondieu, Clement Gavarry, Carlos Benaim, Olivier Polge, Roger Pellegrino, Francis Kurkdjian, Christine Nagel, Serge Majoullier, Thierry Wasser, Jacques Cavallier, Sophie Labbe, Daniela Roche-Andrier, Yves Cassar, Beatrice Piquet, Jean-Claude Ellena, Lucas Sieuzac, Annie Buzantian and Harry Fremont.
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6.4.4 Azzaro
Image 5.4: Azzaro Scent The Azzaro brand was created in the image of its founder, Loris Azzaro. A Tunisian-born Sicilian who embodied the essence of Mediterranean luxurytanned, sensual, hedonistic the designer quickly established a reputation in the late 1960s with his glamorous and sexy fashions. The brand expanded its offering to include fragrances, introducing Azzaro for Women in 1985, to be followed soon by the modern classic Azzaro pour Homme in 1988. From its inception, and continuing through its newest releases under current artistic director Vanessa Seward, Azzaro embodies a chic and jet-setting lifestyle synonymous with presentday luxury.
Designer Azzaro has 40 perfumes in his fragrance base. The earliest edition was created in 1985 and the newest is from 2011. Azzaro fragrances were made in collaboration with perfumers Maurice Maurin, Aurelien Guichard, Lucas Sieuzac, Christophe Raynaud, Annie Buzantian, Alberto Morillas, Gerard Anthony, Martin Heiddenreich, Richard Wirtz, Michel Girard, Laurent Bruyere, Karine Dubreuil, Olivier Pescheux, Michel Almairac, Fabrice Pellegrin, Nathalie Feisthauer, Jacques Cavallier, Francoise Caron, Ursula Wandel, Raphael Haury, Richard Ibanez, Christine Nagel, Benoit Lapouza, Sidonie Lancesseur, Annick Menardo, Domitille Michalon and Olivier Polge.
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6.4.5 Burberry
Image 5.5: Burberry Scent Burberry is a luxury British design house founded by Thomas Burberry in 1856. This house distinguished itself with fashion and accessories, including a now-iconic trench coat and the brand's unique and recognizable tartan pattern which has become one of the most-copied motifs in fashion. Burberry was granted a Royal Warrant for Clothing from the British Royal Family. In addition to their fashion line and accessories, the Burberry brand offers an exclusive line of fragrances for men and womenmany in bottles adorned with the company's signature tartanunder arrangement with Inter Parfums. Their first perfume, Burberry for Men, appeared in 1981.
Designer Burberry has 39 perfumes in his fragrance base. The earliest edition was created in 1981 and the newest is from 2011. Burberry fragrances were made in collaboration with perfumers Michel Girard, Nathalie Gracia-Cetto, Antoine Maisondieu, Antoine Lie, Emilie (Bevierre) Coppermann, Dominique Ropion, Creations Aromatiques, Sonia Constant, Olivier Polge, Beatrice Piquet, Mark Buxton, Michel Almairac, Jean-Marc Chaillan, Domitille Berthier, Jean-Pierre Bethouart and Nathalie Lorson.
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6.4.6 Hugo Boss
Image 5.6: Hugo Boss Scent Designer Hugo Boss has 48 perfumes in his fragrance base. The earliest edition was created in 1985 and the newest is from 2011. Hugo Boss fragrances were made in collaboration with perfumers Annick Menardo, Domitille Michalon, Ilias Ermenidis, Gerard Anthony, Ursula Wandel, Pierre Wargnye, Will Andrews, Sophie Labbe, Alain Astori, and Claude Dir.
6.4.7 Calvin Klein
Image 5.8: Calvin Klein Scent Calvin Klein is an American fashion brand started by Calvin Klein at the end of the 1960s. The brand is famous for its minimalism and classic style, and helped launch the craze for designer jeans in the 1980s when Klein began adding his name on the back pocket.
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Today, Calvin Klein is known worldwide for their jeans, casual collections, underwear collections and perfumes. Watches and a jewelry collection became part of the brand's offering in 1998. The company's "cK" logo is as recognizable as its brand name and adorns many products. The company's first perfume, Calvin, was launched in 1981. Calvin Klein has since launched a series of successful perfumes that seem to capture the spirit of the decades in which they were introduced, including Obsession (1985 for Women, 1986 for Men), cK One (one of the first fragrances marketed as unisex, in 1994), and Euphoria (2005 for women, 2006 for Men). Klein's license for perfumes now belongs to Coty. Designer Calvin Klein has 88 perfumes in our fragrance base. The earliest edition was created in 1981 and the newest is from 2011. Calvin Klein fragrances were made in collaboration with perfumers Sophie Labbe, Ann Gottlieb, Givaudan, Bruno Jovanovic, Yves Cassar and Thierry Wasser.
6.4.8 Versace
Image 5.8: Versace Scent
Designer Versace has 43 perfumes in his fragrance base. The earliest edition was created in 1981 and the newest is from 2011. Versace fragrances were made in collaboration with perfumers Lucien Piquet, Nathalie Feisthauer, Jean-Pierre Bethouart, Alberto Morillas, Antoine Lie, Sophie Labbe, Francis Kurkdjian, Firmenich and Christine Nagel, ,
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6.4.9 Davidoff
Image 5.9: Davidoff Scent Designer Davidoff has 43 perfumes in our fragrance base. The earliest edition was created in 1984 and the newest is from 2011. Davidoff fragrances were made in collaboration with perfumers Antoine Lie, Aurelien Guichard, Pierre Bourdon, Nathalie Lorson, Philippe Bousseton, Beatrice Piquet, Pierre Wargnye, Alain Astori, Francoise Caron, Francis Kurkdjian and Jean Jacques.
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6.4.10 D&G
Image 5.10 : D&G Scent
This Milan-based fashion house--named for designers Domenico Dolce and Stefano Gabbana--has beeg wooing fashionistas since 1985. What many don't know? There are actually two central lines within the brand, both of which house fragrances: There's Dolce&Gabbana, the very chic-chic items we lust after, and also D&G, a newer, more casual line aimed at a much younger demographic. The company's first fragrance (Dolce&Gabbana Pour Femme) won the International Perfume Academies award for "Best Women's Fragrance" in 1993, and the many sexy scents that have followed (Light Blue, D&G Feminine, The One, etc.) have seen equal success.
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6.5 Costliest Perfume
Image 5.11 Imperial Majesty Scent
Imperial Majesty, which costs $215,000 a bottle, is the most expensive perfume in the world. Would it smell as sweet at any other price?
Imperial Majesty is a limited edition of a Clive Christian signature scent. Sold simply as No. 1, the fragrance is priced at $2,150 an ounce. But the reason Imperial Majesty costs so much is that Christian, a British designer-turned-perfumer, poured 16.9 ounces of No. 1 into a Baccarat crystal bottle, stuck a five-carat diamond into the 18-carat gold collar and unveiled it at Harrods in London and Bergdorf Goodman in New York City this past holiday season. Of the five bottles released for sale (the others were kept for Christian's archives), three have sold.
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CHAPTER 7 CONSUMER ATTITUDE AND PERCEPTION
7.0 Introduction
Through the application of sociology, psychology and demographics, marketers can begin to understand why consumers form attitudes and make decisions to purchase. Consumerbehavior studies inform marketers, advertisers and public agencies how product and service selection is influenced by personality, perception, values and beliefs. For marketing, these influences are studied in the context of demographics, which includes ethnicity, age, marital status, size of family, income, education and employment.
7.0.1 Perception
Perception is how information is collected and categorized. Perception is affected by the amount of exposure to a stimulus and by individual interpretation. For example, a consumer who hears that perfumes are made from harmful chemicals would not take the statement seriously. If the same consumer encountered that information often and from many sources, then the consumer's attitude toward perfume products might change enough to influence how often the consumer chose perfumes to wear.
7.0.2 Personality
Personality is a weak component of consumer behavior. Personality means a pattern of behavior founded on an individual's outlook and internal traits. In this use, outlook means point-of-view and traits mean the consumer's usual manner of responding to the environment.
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Examples of traits are introversion or extroversion, ambition or complacency, aggressiveness or timidity and compulsiveness or pragmatism. A consumer whose decision to purchase is influenced by extroversion or compulsiveness, might choose to be less innovative during an economic downturn because confidence is lower.
7.0.3 Values
Values are the consumer's set of standards about conduct that arise from learned culture. A "terminal value" is a long-term goal or role model, as when a consumer strives for a particular lifestyle, such as healthful diet and exercise. An "instrumental" value is a flexible and negotiable action that is exercised daily, such as when a consumer makes a decision to purchase either organic or nonorganic products.
7.0.4 Beliefs
In consumer behavior study, "beliefs" are specific beliefs about products in the marketplace. Consumer belief is a combination of knowledge, emotions and actual actions to purchase or not purchase. For example, if a consumer has a negative or prejudiced set of beliefs about Indian perfumes, then marketing a perfume manufactured in India would have to focus on changing those beliefs.
7.0.5 Attitude
Consumer attitude is a combination of perceptions, values and beliefs. The consumer must first perceive the product and then focus values and beliefs onto the product and make a decision to purchase or not to purchase. Beliefs are more vulnerable to marketing than values are, because beliefs are subject to knowledge and emotion.
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For example, positive facts can inform a consumer's knowledge about perfume manufacturing in India. A marketer might decide what demographic group can best afford a Indian perfume and then generate positive emotion by associating the perfume with good fragrance toward which that demographic group feels positive.
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7.1 Consumers and High End Perfumes

It would be safe to assume that paying top dollar for name brand perfume is solely because of the name. However, there is much more to it than just the name. Everything from the longer lasting odor to a more powerful scent makes up the high cost. But is it really worth the price? There is certainly a distinction between brand name perfumes and an imitation perfume. The most distinctive feature is the higher quality you will find with a brand name. The scent will last far longer and will maintain its strength for longer as well. With other types of perfume, you can expect it to dissipate rather quickly in strength.
The reason for this is because the higher-end perfume is made with special oils and scents that are intended to last much longer. There are far more quality ingredients that are made with special care. And you would be surprised at how long it takes to come up with a name brand perfume. It can take several years to put together the perfect combination of ingredients.
It is this extensive experimenting and long trial period that makes high-end perfume worth the price. You are guaranteed to get a perfume that is of high quality because it has gone through several tests. After potentially years of mixing and matching, perfume makers finally create the perfect combination of what you see on the shelves.
While name brand perfume is typically far more expensive, there are places you can find it for a reasonable rate. The internet is great for supplying high-end products at cheap prices. You can find all of your favorite perfume on eBay generally for a cheap price. Of course eBay is an auction site so you are not guaranteed any price, but plan on paying far less than you would in a department store.
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Another place most people would never consider to look at is pharmaceutical drugstores. Many drugstores carry several brand name perfumes at discount prices. Go to the beauty section and you will find perfumes at incredible rates.
If you are at the mall or another store, it does not hurt to take a look at the prices for various high-end perfumes. Every now and then there will be great sales on perfumes. But overall, department stores tend to be far more expensive than any other place.
Deciding whether it is worth it or not to purchase name brand perfume is up to you. There are several features that make the price more expensive aside from you just paying for the name. From a longer lasting scent to a stronger scent, you get what you pay for with brand name perfume.
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7.2 Consumers Perfume Trends

Perfumes are a 25 billion dollar industry, yet are one of the poorest performing sectors of the cosmetics industry. The fragrance market is stagnating and is cluttered with new scent products which means there is no longer any brand loyalty. As many as 300 new brands appear every year. Consumers jump with speed to the latest new 'designer perfume' product. They must have the new perfume and can't live without the fragrance when it first arrives on the shelves. But they soon tire of the perfume and are ever seeking the novelty in an even newer scent. The older generation, keen to be seen to move with the times, also adopts new fragrances at the cost of old favourites. This means fragrances often only have a shelf life of 3 years.
Perfume brand loyalty is something the younger generation has not adopted and to attract these customers some fragrance houses have fixated on using celebrities. Names like Jennifer Lopez, Britney Spears and Paris Hilton are used on new scent formulations in an effort to revive sales. These perfumes often have short term popularity.
Perfumes are often revamped producing a lighter version. One fragrance that has just had this treatment is the famous perfumes Estee Lauder Youthdew. Under the casting vote of Tom Ford, this old favourite of many has been given a new look and lighter touch. You can still smell a hint of the original Youthdew, but it is no longer so overpowering that you know what the scent is hours later. Yet I think Estee might be horrified at this subdued version. Others stay true to famous brands like those by the House of Caron which began as a perfume house not as a couture clothes house.
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CHAPTER 8 - RESEARCH METHODOLOGY
8.1 Need of the Study

The perfume industry in India has come of age. From a cottage industry it has become a fullfledged industry due to the huge demand among the people, in the last two decades. The growth is attributed to an increase in disposable incomes. With globalization, liberalization and the IT revolution, living standards of Indians have increased manifold. The demand for fashionable products has increased too. That is why; all global players are eyeing the subcontinent for business purpose. Thus it has become important for the companies to know what are the likes and dislikes of consumers in the perfume category, what are their preferences regarding the high end perfumes available in the market. Through this the companies or the perfume brands can modify or innovate something special for their consumers once they know what the consumers want in the product.
Globalization and developing markets continue to provide new opportunities for fragrance houses and their customers. Growth in developing markets is accelerating, led by China, India, Latin America and, in the not too distant future, continental Africa. Fragrance houses, are helping us light that fire.
Growth in demand for premium fragrances in the INDIA continues unabated, with sales of high-end, signature products growing at a CAGR of 5.4 per cent. This is faster than the sales of mass-produced fragrances, making the region a prime target market for luxury perfume labels from across the world.
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Today there are a quite a few number of big brands of perfumes available in market and they are heavily promoting their product by using various marketing fundas and techniques, every brand wants to occupy the top position for itself in order to do so one needs to have a good knowledge of the market and the consumers liking and thinking towards the product. Because perfumes today have become almost a necessary item which people keep with them all the time and above all that different people use perfumes for different benefits which they know well, so therefore a company being into a perfume business has to know each and every minutest of the details of the consumers choice.
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8.2 Research Objectives

To find out the awareness of consumers towards High End Perfumes. To understand the consumer attitude and perception towards High End Perfumes. To identify what attracts consumers towards High End Perfumes. To analyze which aspect of High End Perfumes appeals more to the consumers. To know which form of advertisements create more awareness towards High End Perfumes. To understand consumer buying preference towards High End Perfumes viz-a-viz ordinary perfumes. To know the factors that repels the consumer from buying High End Perfumes (duplicate, price etc).
8.3 Limitations of the Study

Sample: The sample is only from the city of Mumbai and that to from 2 malls. To get a holistic and correct understanding of the view of the consumers of the country it would be best if data was collected from respondents all over the country. Questionnaire Length: Many respondents mentioned that the questionnaire was very exhaustive. Due to this, responses to a few questions may be given casually.
8.4 Sampling Procedure

Sample size: The sample size of 100 was pre-decided, which comprised of 50 males and 50 females. The sample was further segregated on age groups of 20 30 years, 30 40 years and monthly household income of Rs. 40,000 and greater for everyone. The sampling method used was Judgmental sampling.
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Due to some constraints, the survey could only be conducted in some parts of Mumbai. Thus the study results would only be applicable to the city of Mumbai and not for the whole country. Sampling Procedure: The respondents in the mall were asked if they use perfumes. If they did, they were asked to fill the questionnaire. The respondents were requested to fill the questionnaire in an unbiased manner and not leave any question blank. Any doubts they had were clarified so as to get the right response from them.
8.5 Sources of Data Collection

Primary Data: Questionnaire Secondary Data: Internet, Magazines, Newspaper etc.
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CHAPTER 9 DATA ANALYSIS AND INTERPRETATION
9.1 Data Analysis

9.1.1 Respondent Profile
9.1.1.1 Gender
Gender
50
40
Frequency
30
50 50
20
10
0 Male Female
Gender Fig 9.1 Gender Distribution across the Sample
From the above table it is observed that data collected is of equal number of males nad females.
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Consumer Attitude and Perception towards High End Perfumes 9.1.1.2 Age
Age
82
25
20
Frequency
15
25 25 25 25
10
0 20-30 yrs male 20-30 yrs female 30-40 yrs male 30-40 yrs female
Age Fig 9.2 Age Distribution across the Sample
From the above figure, it can be observed that the data collected across various age groups is equal in number.
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9.2 Data Interpretation
9.2.1 Frequency Table

9.2.1.1 Consumer Fondness towards Perfume Frequency Percent Valid Percent yes 78 78.0 78.0 no 22 22.0 22.0 Total 100 100.0 100.0 Table 9.3 Frequency distribution of consumer fondness towards perfume Are you fond of perfumes Cumulative Percent 78.0 100.0
Valid
80
60
Frequency
40
78
20
22
0 yes no
Are you fond of perfumes
Fig 9.3 Consumer Fondness towards Perfumes
From the above figure it can be observed that majority of the respondents i.e. 78% are fond of perfumes out of 100
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Consumer Attitude and Perception towards High End Perfumes 9.2.1.2 Count of High End Perfumes Owned by the Consumers
84
Valid
Cumulative Frequency Percent Valid Percent Percent 1 24 24.0 24.0 24.0 2 44 44.0 44.0 68.0 or more 32 32.0 32.0 100.0 Total 100 100.0 100.0 How many high end perfumes do you have Table 9.4 Frequency Distribution of Consumer Fondness towards Perfume
50
40
Frequency
30
44
20
32 24
10
0 1 2 or more
Fig 9.4 Count of High End Perfumes Owned byyou have How many high end perfumes do Consumers From the above figure it can be observed that majority of the respondents i.e. 44% have at least 2 perfumes in their shelves.
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Consumer Attitude and Perception towards High End Perfumes 9.2.1.3 Frequency of Purchase of Perfumes Frequency 8 Percent 8.0 Valid Percent 8.0
85
Valid
weekly once in a 44 44.0 44.0 52.0 month once in 3 48 48.0 48.0 100.0 months Total 100 100.0 100.0 Table 9.5 Frequency Distribution of How Often Consumer Purchase Perfume How often do you purchase these perfumes
Cumulative Percent 8.0
50
40
Frequency
30
48 44
20
10
0 weekly once in a month once in 3 months
Fig 9.5 Frequency purchase these perfumes How often do youof Purchase of Perfumes
From the above figure it can be observed that majority of the respondents i.e. 48% purchase a perfume once in 3 months, however there is no big difference in the respondents who purchase perfumes once in a month
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Consumer Attitude and Perception towards High End Perfumes 9.2.1.4 Frequency of Wearing Perfumes Frequency 28 Percent 28.0 Valid Percent 28.0
86
Valid
twice a day once in a 48 48.0 48.0 day alternate 1 1.0 1.0 days occasionally 24 24.0 24.0 Total 100 100.0 100.0 Table 9.6 Frequency Distribution of Consumer Wearing Perfume
How often do you wear a perfume
Cumulative Percent 28.0 85.0 86.0 100.0
50
40
Frequency
30
48
20
27 24
10
0 twice a day once in a day
alternate days
occasionally
Fig 9.6 Frequency of Wearing Perfumes How often do you wear a perfume
From the above figure it can be observed that majority of the respondents i.e. 48% wear perfume once in a day.
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Consumer Attitude and Perception towards High End Perfumes 9.2.1.5 Top 3 Most Recalled High End Perfumes Brands.
87
Valid
Cumulative Frequency Percent Valid Percent Percent Gucci 37 37.0 37.0 37.0 CK 30 30.0 30.0 67.0 Burberry 33 33.0 33.0 100.0 Total 100 100.0 100.0 Table 9.7 Frequency Distribution of Three Most Recalled Perfume Brands Which brand do you recollect when you think of high end perfumes-gucci
40
30
Frequency
20
37 33 30
10
0 gucci ck burberry
Which brand do you recollect when you think Brands end Fig 9.7 Frequency of Most Recalled Perfume of high perfumes-gucci
From the above figure it is observed that the most recalled perfume brand among the respondents was Gucci with 37% recall followed by Burberry 33% and Calvin Klein 30%.
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9.2.2 One-way ANOVA

9.2.2.1 Luxury Item on which Most of the Money is Spend Ho: There are no significant differences among the items that people spend most money on Ha: There are significant differences among the items that people spend most money on ANOVA Sum of Squares df Mean Square F Sig. Between Groups 250.586 8 31.322 23.004 .000 Within Groups 1213.180 891 1.362 Total 1463.846 899 Table 9.8 Anova Analysis on Parameters on Most Money Spent on Luxury Items
Homogeneous Subsets
Tukey HSD
VAR00002 N 1 5 Others 100 2.02 Pens 100 2.13 2.13 Jewellery 100 2.18 2.18 Leather 100 2.63 2.63 products Shoes 100 2.86 2.86 Designer 100 3.02 3.02 clothes perfumes 100 3.03 3.03 Watches 100 3.22 3.22 Electronic 100 3.68 gadgets Sig. .988 .063 .282 .419 .120 Table 9.9- Tukey test on Parameters on Most Money Spent on Luxury Items.
Subset for alpha = .05 2 3 4
Since the p value in table 8.14 is less than 0.05 therefore Reject Ho. Hence there is significant difference between the items that people spend most money on. Also it is observed that the respondents spend most of their money on electronic gadgets. The item on which the least amount of money is spent are pens. The amount spend on perfumes is average, not more nor less.
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Consumer Attitude and Perception towards High End Perfumes 9.2.2.2 Product Features Impacting Purchase of Perfumes
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Ho: There are no significant differences in the product feature parameters while buying high end perfumes Ha: There are significant differences in the product feature parameters while buying high end perfumes
ANOVA Sum of Squares df Mean Square F Sig. Between Groups 281.888 4 68.948 68.885 .000 Within Groups 488.330 495 .988 Total 860.118 499 Table 9.10 Anova Analysis on Product Parameters Impacting Purchase of Perfumes
Homogeneous Subsets
Tukey HSD
VAR00002 N 1 3 Colour 100 2.21 Size 100 2.40 Stylish packing 100 2.84 Shape of bottle 100 3.03 Fragrance 100 4.31 Sig. .658 .658 1.000 Table 9.11 Tukey test on Product Parameters Impacting Purchase of Perfumes Since the p value in table 8.18 is less than 0.05 therefore Reject Ho. Hence there is significant difference between the product feature parameters while buying high end perfumes. Also it is observed that the most important aspect in the product feature parameter to the respondents while buying a high end perfume is the fragrance of the perfume.
Subset for alpha = .05 2
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Consumer Attitude and Perception towards High End Perfumes 9.2.2.3 Brand Parameter Impacting Purchase of Perfumes
90
Ho: There are no significant differences in the brand parameters while buying high end perfumes Ha: There are significant differences in the brand parameters while buying high end perfumes
ANOVA
Sum of Squares df Mean Square F Sig. Between Groups 29.888 2 14.893 14.481 .000 Within Groups 305.450 298 1.028 Total 335.238 299 Table 9.12 Anova Analysis on Brand Parameters Impacting Purchase of Perfumes Homogeneous Subsets
Tukey HSD
Subset for alpha = .05 VAR00004 N 1 2 Brand image 100 2.81 Well known brand 100 3.38 Brand trust 100 3.55 Sig. 1.000 .422 Table 9.13 Tukey test on Brand Parameters Impacting Purchase of Perfumes
Since the p value in table 8.20 is less than 0.05 therefore Reject Ho. Hence there is significant difference between the brand parameters while buying high end perfumes since. Also it is observed that the most important aspect in the brand parameter to the respondents while buying a high end perfume is the trust in the brand.
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Consumer Attitude and Perception towards High End Perfumes 9.2.2.4 Store Parameters Impacting Purchase
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Ho: There are no significant differences in the store parameters while buying high end perfumes Ha: There are significant differences in the store parameters while buying high end perfumes
ANOVA Sum of Squares df Mean Square F Sig. Between Groups 102.508 3 34.169 30.232 .000 Within Groups 448.580 396 1.130 Total 550.088 399 Table 9.14 Anova Analysis on Store Parameters Impacting Purchase of Perfumes
Homogeneous Subsets
Tukey HSD
VAR00006 N 1 3 Store layout 100 2.48 Ambience 100 3.18 Good Staff 100 3.33 More varieties 100 3.89 Sig. 1.000 .851 1.000 Table 9.15 Tukey test on Store Parameters Impacting Purchase of Perfumes
Subset for alpha = .05 2
Since the p value in table 8.22 is less than 0.05 therefore Reject Ho. Hence there is significant difference between the store parameters while buying high end perfumes. Also it is observed that the most important aspect in the store parameter to the respondents while buying a high end perfume is the availability of more varieties of perfumes in the store.
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Consumer Attitude and Perception towards High End Perfumes 9.2.2.5 Marketing Parameter Impacting Purchase of Perfumes
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Ho: There are no significant differences in the marketing aspect parameters while buying high end perfumes Ha: There are significant differences in the marketing aspect parameters while buying high end perfumes
ANOVA Sum of Squares df Mean Square F Sig. Between Groups 84.540 2 38.280 31.292 .000 Within Groups 353.840 298 1.191 Total 428.280 299 Table 9.16 Anova Analysis on Marketing Parameters Impacting Purchase of Perfumes
Homogeneous Subsets
Tukey HSD
Subset for alpha = .05 VAR00008 N 1 2 Celebrity endorsement 100 2.81 Promotion 100 2.96 Discount & Offers 100 3.88 Sig. .239 1.000 Table 9.17 Tukey test on Marketing Parameters Impacting Purchase of Perfumes
Since the p value in table 8.24 is less than 0.05 therefore Reject Ho. Hence there is significant difference between the marketing aspect parameters while buying high end perfumes. Also it is observed that the most important aspect in the marketing aspect parameter to the respondents while buying a high end perfume is the providing discount and offers.
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Consumer Attitude and Perception towards High End Perfumes 9.2.2.6 Sources of Awareness of High End Perfumes
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Ho: There are no significant differences in the sources of awareness in the high end perfumes Ha: There are significant differences in the sources of awareness in the high end perfumes
ANOVA
Sum of Squares df Mean Square F Sig. Between Groups 458.381 9 50.820 36.612 .000 Within Groups 1384.210 990 1.388 Total 1831.591 999 Table 9.18 Anova Analysis on Parameters on Sources of Awareness of High End Perfumes
Homogeneous Subsets
Tukey HSD
VAR00002 N 1 5 Others 100 1.85 Perfume 100 1.80 launches Radio 100 2.26 2.26 Newspaper 100 2.63 2.63 Exhibitions 100 2.88 2.88 T.V 100 3.15 3.15 3.15 Internet 100 3.28 3.28 Magazines 100 3.46 Friends 100 3.62 Window 100 3.64 shopping Sig. .069 .443 .058 .326 .096 Table 9.19 Tukey test on Parameters on Sources of Awareness of High End Perfumes
Subset for alpha = .05 2 3 4
Since the p value in table 8.16 is less than 0.05 therefore Reject Ho. Hence there is significant difference between the in the sources of awareness in the high end perfume market. Also observed that the respondents are more aware of high end perfumes in the market through window shopping followed by friends and radio is the lowest medium to the respondents of making them aware of high end perfume. Imran Salim Mansury Rizvi Institute of Management Studies & Research
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9.2.3 T-Test
9.2.3.1 Consumer Perception towards High End Perfumes One-Sample Statistics
N Mean Std. Deviation Std. Error Mean
Kindly give your agreement on the following statements regarding Statement 1 perfumes-status symbol Kindly give your agreement on the following statements regarding Statement 2 perfumes-personality Kindly give your agreement on the following statements regarding Statement 3 perfumes-confidence Kindly give your agreement on the following statements regarding Statement 4 perfumes-sex appeal Kindly give your agreement on the following statements regarding Statement 5 perfumes-addiction Kindly give your agreement on the following statements regarding Statement 6 perfumes-allergic Kindly give your agreement on the following statements regarding Statement 8 perfumes-calm n serenity Kindly give your agreement on the following statements regarding Statement 8 perfumes-bad smell Kindly give your agreement on the following statements regarding Statement 9 perfumes-reduce stress Statement 10
100
2.99
1.105
.111
100
3.46
.958
.096
100
3.36
1.010
.101
100
2.99
1.030
.103
100
2.29
1.058
.106
100
1.86
.986
.099
100
2.86
1.015
.102
100
3.99
.980
.098
100
2.18
1.025
.103
Kindly give your agreement on the 100 1.88 1.323 following statements regarding perfumes-others Table 9.20 Mean on Consumer Perception towards High End Perfumes
.132
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Consumer Attitude and Perception towards High End Perfumes One-Sample Test
Test Value = 4 Sig. (2tailed ) Mean Differen ce
95
df
90% Confidence Interval of the Difference Lower Upper
Statement 1
Kindly give your agreement on the following statements regarding perfumes-status symbol Kindly give your agreement on the following statements regarding perfumes-personality Kindly give your agreement on the following statements regarding perfumes-confidence Kindly give your agreement on the following statements regarding perfumes-sex appeal Kindly give your agreement on the following statements regarding perfumes-addiction Kindly give your agreement on the following statements regarding perfumes-allergic Kindly give your agreement on the following statements regarding perfumes-calm n serenity Kindly give your agreement on the following statements regarding perfumes-bad smell Kindly give your agreement on the following statements regarding perfumes-reduce stress
-9.136
99
.000
-1.010
-1.19
-.83
Statement 2
-5.638
99
.000
-.540
-.80
-.38
Statement 3
-6.335
99
.000
-.640
-.81
-.48
Statement 4
-9.808
99
.000
-1.010
-1.18
-.84
Statement 5
16.18 9
99
.000
-1.810
-1.89
-1.53
Statement 6
22.81 9
99
.000
-2.240
-2.40
-2.08
Statement 8
11.22 9
99
.000
-1.140
-1.31
-.98
Statement 8
-.102
99
.919
-.010
-.18
.15
Statement 9
18.84 5
99
.000
-1.830
-2.00
-1.66
Kindly give your agreement on the 16.09 99 .000 -2.130 -2.35 Statement10 following statements regarding 8 perfumes-others Table 9.21 T test analysis on Consumer Perception towards High End Perfumes
-1.91
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Consumer Attitude and Perception towards High End Perfumes Statement 1:
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Ho: There are no significant differences in respondents agreement towards the statement that perfumes are a status symbol Ha: There are significant differences in respondents agreement towards the statement that perfumes are a status symbol Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that most of the respondents dont consider perfumes to be status symbol.
Statement 2: Ho: There are no significant differences in respondents agreement towards the statement that perfumes enhance personality Ha: There are significant differences in respondents agreement towards the statement that perfumes are a enhance personality Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that most of the respondents dont consider perfumes to enhance personality.
Statement 3: Ho: There are no significant differences in respondents agreement towards the statement that perfumes gives confidence Ha: There are significant differences in respondents agreement towards the statement that perfumes gives confidence Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that most of the respondents dont consider perfumes gives confidence.
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Ho: There are no significant differences in respondents agreement towards the statement that perfumes enhance sex appeal Ha: There are significant differences in respondents agreement towards the statement that perfumes enhance sex appeal Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that most of the respondents dont consider perfumes enhance sex appeal.
Statement 5: Ho: There are no significant differences in respondents agreement towards the statement that perfumes are addiction to them Ha: There are significant differences in respondents agreement towards the statement that perfumes are addiction to them Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that most of the respondents dont consider perfumes are addiction to them.
Statement 6: Ho: There are no significant differences in respondents agreement towards the statement that perfumes are allergic to them Ha: There are significant differences in respondents agreement towards the statement that perfumes are allergic to them Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that most of the respondents dont consider perfumes are allergic to them.
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Ho: There are no significant differences in respondents agreement towards the statement that perfumes gives calm and serenity Ha: There are significant differences in respondents agreement towards the statement that perfumes gives calm and serenity Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that most of the respondents dont consider perfumes gives calm and serenity.
Statement 8: Ho: There are no significant differences in respondents agreement towards the statement that perfumes keep away bad smell Ha: There are significant differences in respondents agreement towards the statement that perfumes keep away bad smell Since the p value is 0.919 which is greater than 0.05, we accept Ho. This means that most of the respondents consider perfumes keep away bad smell.
Statement 9: Ho: There are no significant differences in respondents agreement towards the statement that perfumes reduce stress Ha: There are significant differences in respondents agreement towards the statement that perfumes reduce stress Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that most of the respondents dont consider perfumes reduce stress.
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99
Ho: There are no significant differences in respondents agreement towards the statement that perfumes give other benefits Ha: There are significant differences in respondents agreement towards the statement that perfumes give other benefits Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that most of the respondents dont consider perfumes give other benefits.
Imran Salim Mansury
Consumer Attitude and Perception towards High End Perfumes 9.2.3.2 Factors Influencing Purchase of High End Perfumes One-Sample Statistics
N Mean 4.05 Std. Deviation .869
100
Std. Error Mean .088
Statement 1
What makes you buy a high end perfumefragrance of the perfume What makes you buy a high end perfumecolor of the liquid of the perfume What makes you buy a high end perfumeendorsed by a celebrity What makes you buy a high end perfumeshape of the bottle What makes you buy a high end perfume-long lasting fragrance of the perfume What makes you buy a high end perfumeoriginality of the perfume What makes you buy a high end perfumebrand of the perfume What makes you buy a high end perfumehigher price of the perfume What makes you buy a high end perfumeimpact of advertisement of the brand on me What makes you buy a high end perfumelimited edition of perfume What makes you buy a high end perfumecelebrity personal brand of perfume What makes you buy a high end perfumebestselling perfume brand What makes you buy a high end perfumeperfume which has stylish packaging What makes you buy a high end perfumeexperimentation with perfumes types
100
Statement 2
100
2.38
1.153
.115
Statement 3
100
2.89
1.185
.118
Statement 4
100
3.11
1.100
.110
Statement 5
100
4.19
.884
.088
Statement 6
100
3.56
1.048
.105
Statement 8
100
2.99
1.124
.112
Statement 8
100
2.49
1.243
.124
Statement 9
100
2.56
1.250
.125
Statement 10
100
2.40
1.206
.121
Statement 11
100
2.34
1.283
.128
Statement 12
100
2.89
1.205
.121
Statement 13 Statement14 Statement 15
100
2.81
1.098
.110
100
3.51
.959
.096
What makes you buy a high end perfume100 2.85 1.019 heavily promoted perfume Table 9.22 Mean on Factors Influencing Purchase of High End Perfumes
.102
Imran Salim Mansury
Test Value = 4
101
df
Sig. (2tailed)
Mean Difference
90% Confidence Interval of the Difference Lower Upper
Statement 1
What makes you buy a high end perfume-fragrance of the perfume What makes you buy a high end perfume-color of the liquid of the perfume What makes you buy a high end perfume-endorsed by a celebrity What makes you buy a high end perfume-shape of the bottle What makes you buy a high end perfume-long lasting fragrance of the perfume What makes you buy a high end perfume-originality of the perfume What makes you buy a high end perfume-brand of the perfume What makes you buy a high end perfume-higher price of the perfume What makes you buy a high end perfume-impact of advertisement of the brand on me What makes you buy a high end perfume-limited edition of perfume What makes you buy a high end perfume-celebrity personal brand of perfume
.585
99
.566
.050
-.09
.19
Statement 2
14.053
99
.000
-1.620
-1.81
-1.43
Statement 3 Statement 4
10.301
99
.000
-1.210
-1.41
-1.01
-8.091
99
.000
-.890
-1.08
-.81
Statement 5
2.149
99
.034
.190
.04
.34
Statement 6
-4.200
99
.000
-.440
-.61
-.28
Statement 8
-8.989
99
.000
-1.010
-1.20
-.82
Statement 8
12.148
99
.000
-1.510
-1.82
-1.30
Statement 9
11.522
99
.000
-1.440
-1.65
-1.23
Statement 10
13.266
99
.000
-1.600
-1.80
-1.40
Statement 11
13.040
99
.000
-1.660
-1.88
-1.45
Imran Salim Mansury
Consumer Attitude and Perception towards High End Perfumes Statement 12 What makes you buy a high end perfume-bestselling perfume brand What makes you buy a high end perfume-perfume which has stylish packaging What makes you buy a high end perfume-experimentation with perfumes types
102
-9.210
99
.000
-1.110
-1.31
-.91
Statement 13
10.836
99
.000
-1.190
-1.38
-1.01
Statement14
-5.111
99
.000
-.490
-.65
-.33
Statement 15
What makes you buy a high end 99 .000 -1.250 -1.42 -1.08 perfume-heavily promoted 12.280 perfume Table 9.23 T test analysis on Factors Influencing Purchase of High End Perfumes
Statement 1: Ho: There are no significant differences in respondents agreement towards the statement that they buy perfumes because of fragrance Ha: There are significant differences in respondents agreement towards the statement that they buy perfumes because of fragrance perfumes Since the p value is 0.566 which is more than 0.05, we accept Ho. This means that most of the respondents consider buying perfumes because of its fragrance.
Statement 2: Ho: There are no significant differences in respondents agreement towards the statement that they buy perfumes because of color of the liquid Ha: There are significant differences in respondents agreement towards the statement that they buy perfumes because of color of the liquid Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that most of the respondents dont consider buying perfumes because of the color of liquid
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Ho: There are no significant differences in respondents agreement towards the statement that they buy perfumes because it has been endorsed by a celebrity Ha: There are significant differences in respondents agreement towards the statement that they buy perfumes because it has been endorsed by a celebrity Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that most of the respondents dont consider buying perfumes if it has been endorsed by a celebrity
Statement 4: Ho: There are no significant differences in respondents agreement towards the statement that they buy perfumes because of shape of the bottle Ha: There are significant differences in respondents agreement towards the statement that they buy perfumes because of shape of the bottle Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that most of the respondents dont consider buying perfumes because of shape of the bottle.
Statement 5: Ho: There are no significant differences in respondents agreement towards the statement that they buy perfumes because of long lasting fragrance Ha: There are significant differences in respondents agreement towards the statement that they buy perfumes because of long lasting fragrance Since the p value is 0.34 which is more than 0.05, we accept Ho. This means that most of the respondents consider buying perfumes because of long lasting fragrance.
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Ho: There are no significant differences in respondents agreement towards the statement that they buy perfumes because of its originality Ha: There are significant differences in respondents agreement towards the statement that they buy perfumes because of its originality Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that most of the respondents dont consider buying perfumes because of its originality.
Statement 8: Ho: There are no significant differences in respondents agreement towards the statement that they buy perfumes because of its brand name Ha: There are significant differences in respondents agreement towards the statement that they buy perfumes because of its brand name Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that most of the respondents dont consider buying perfumes because of its brand name.
Statement 8: Ho: There are no significant differences in respondents agreement towards the statement that they buy perfumes because of its higher price Ha: There are significant differences in respondents agreement towards the statement that they buy perfumes because of its higher price Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that most of the respondents dont consider buying perfumes because of its higher price.
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Ho: There are no significant differences in respondents agreement towards the statement that they buy perfumes because of impact of advertisement Ha: There are significant differences in respondents agreement towards the statement that they buy perfumes because of impact of advertisement Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that most of the respondents dont consider buying perfumes because of impact of advertisement.
Statement 10: Ho: There are no significant differences in respondents agreement towards the statement that they buy perfumes because of perfume edition being limited Ha: There are significant differences in respondents agreement towards the statement that they buy perfumes because of perfume edition being limited Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that most of the respondents dont consider buying perfumes because of perfume edition being limited.
Statement 11: Ho: There are no significant differences in respondents agreement towards the statement that they buy perfumes because of perfume brand being celebrity owned Ha: There are significant differences in respondents agreement towards the statement that they buy perfumes because of perfume brand being celebrity owned Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that most of the respondents dont consider buying perfumes because of perfume brand being celebrity owned.
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Ho: There are no significant differences in respondents agreement towards the statement that they buy perfumes because it is bestselling Ha: There are significant differences in respondents agreement towards the statement that they buy perfumes because it is bestselling Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that most of the respondents dont consider buying perfumes because it is bestselling.
Statement 13: Ho: There are no significant differences in respondents agreement towards the statement that they buy perfumes because of its stylish packaging Ha: There are significant differences in respondents agreement towards the statement that they buy perfumes because of its stylish packaging Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that most of the respondents dont consider buying perfumes because of its stylish packaging.
Statement 14: Ho: There are no significant differences in respondents agreement towards the statement that they buy perfumes because they like to experiment with different types of it Ha: There are significant differences in respondents agreement towards the statement that they buy perfumes because they like to experiment with different types of it Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that most of the respondents dont consider buying perfumes because they like to experiment with different types of it.
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Ho: There are no significant differences in respondents agreement towards the statement that they buy perfumes because it is heavily promoted Ha: There are significant differences in respondents agreement towards the statement that they buy perfumes because it is heavily promoted Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that most of the respondents dont consider buying perfumes because it is heavily promoted.
Imran Salim Mansury
Consumer Attitude and Perception towards High End Perfumes 9.2.3.3 Factors repelling from purchase of high end perfumes
108
One-Sample Statistics
N Mean Std. Deviation Std. Error Mean
Statement 1
Reasons for not buying high end perfumes-Perfumes are heavily priced Reasons for not buying high end perfumes-I fear of perfume being duplicate Reasons for not buying high end perfumes-Quantity of perfume is low according to the price Reasons for not buying high end perfumes-I dont buy because of presence of alcohol in it Reasons for not buying high end perfumes-Strong fragrance in the perfume irritates me Reasons for not buying high end perfumes-Mild fragrance in the perfumes irritates me Reasons for not buying high end perfumes-They are not easily available in the market
100
3.80
1.020
.102
Statement 2
100
2.89
1.131
.113
Statement 3
100
3.09
1.181
.118
Statement 4
100
1.93
1.249
.125
Statement 5
100
2.84
1.252
.125
Statement 6
100
1.95
.948
.095
Statement 8
100
3.08
1.158
.116
Table 9.24 Mean on Factors Repelling from Purchase of High End Perfumes
Imran Salim Mansury
Test Value = 4
109
df
Sig. (2tailed)
Mean Difference
90% Confidence Interval of the Difference Uppe Lower r
Statement 1 Reasons for not buying high end perfumes-Perfumes are heavily priced Statement 2 Reasons for not buying high end perfumes-I fear of perfume being duplicate Statement 3 Reasons for not buying high end perfumes-Quantity of perfume is low according to the price Statement 4 Reasons for not buying high end perfumes-I dont buy because of presence of alcohol in it Statement 5 Reasons for not buying high end perfumes-Strong fragrance in the perfume irritates me Statement 6 Reasons for not buying high end perfumes-Mild fragrance in the perfumes irritates me Statement 8 Reasons for not buying high end perfumes-They are not easily available in the market
-2.941
99
.004
-.300
-.48
-.13
-10.800
99
.000
-1.210
-1.40
-1.02
-8.802
99
.000
-.910
-1.11
-.81
-16.580
99
.000
-2.080
-2.28
-1.86
-10.062
99
.000
-1.260
-1.48
-1.05
-21.651
99
.000
-2.050
-2.21
-1.89
-8.039
99
.000
-.930
-1.12
-.84
Table 9.25 T test analysis on Factors Repelling from Purchase of High End Perfumes
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110
Ho: There are no significant differences in respondents agreement towards the statement that they dont buy perfumes because it is heavily priced Ha: There are significant differences in respondents agreement towards the statement that they dont buy perfumes because it is heavily priced Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that most of the respondents dont consider buying perfumes because it is heavily priced
Statement 2: Ho: There are no significant differences in respondents agreement towards the statement that they dont buy perfumes because of fear of duplicity Ha: There are significant differences in respondents agreement towards the statement that they dont buy perfumes because of fear of duplicity Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that most of the respondents dont consider buying perfumes because of fear of duplicity.
Statement 3: Ho: There are no significant differences in respondents agreement towards the statement that they dont buy perfumes because of low quantity Ha: There are significant differences in respondents agreement towards the statement that they dont buy perfumes because of low quantity Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that most of the respondents dont consider buying perfumes because of low quantity.
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Ho: There are no significant differences in respondents agreement towards the statement that they dont buy perfumes because of presence of alcohol in it Ha: There are significant differences in respondents agreement towards the statement that they dont buy perfumes because of presence of alcohol in it Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that most of the respondents dont consider buying perfumes because of presence of alcohol in it.
Statement 5: Ho: There are no significant differences in respondents agreement towards the statement that they dont buy perfumes because of strong fragrance irritates them Ha: There are significant differences in respondents agreement towards the statement that they dont buy perfumes because of strong fragrance irritate them Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that most of the respondents dont consider buying perfumes because of strong fragrance irritates them.
Statement 6: Ho: There are no significant differences in respondents agreement towards the statement that they dont buy perfumes because of mild fragrance irritates them Ha: There are significant differences in respondents agreement towards the statement that they dont buy perfumes because of mild fragrance irritate them Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that most of the respondents dont consider buying perfumes because of mild fragrance irritates them.
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112
Ho: There are no significant differences in respondents agreement towards the statement that they dont buy perfumes because it is not easily available in the market Ha: There are significant differences in respondents agreement towards the statement that they dont buy perfumes because it is not easily available in the market Since the p value is 0.000 which is less than 0.05, we reject Ho. This means that most of the respondents dont consider buying perfumes because it is not easily available in the market.
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113
9.2.4 Two Way Anova with Replication

9.2.4.1 Age and Gender with Important Aspects of High End Perfumes while Buying 9.2.4.1.1 Fragrance of the Perfumes Descriptive Statistics Gender Age Mean Std. Deviation N Male 20-30 yrs 4.44 .651 25 30-40 yrs 3.80 .645 25 Total 4.12 .718 50 Female 20-30 yrs 4.68 .476 25 30-40 yrs 4.32 .690 25 Total 4.50 .614 50 Total 20-30 yrs 4.56 .577 50 30-40 yrs 4.06 .712 50 Total 4.31 .692 100 Table 9.26 Descriptive Statistics with Dependent Variable as Fragrance of the Perfumes
Ho1: There are no significant differences in importance assigned to fragrance as a parameter for purchase of perfumes across gender
Ho2: There are no significant differences in importance assigned to fragrance as a parameter for purchase of perfumes across age groups
Ho3: There are no significant differences in importance assigned to fragrance as a parameter for purchase of perfumes across gender and age groups
Imran Salim Mansury
Consumer Attitude and Perception towards High End Perfumes Tests of Between-Subjects Effects Type III Sum Source of Squares df Corrected Model 10.350(a) 3 Intercept 1857.610 1 Gender 3.610 1 Age 6.250 1 Gender * Age .490 1 Error 37.040 96 Total 1905.000 100 Corrected Total 47.390 99 a R Squared = .218 (Adjusted R Squared = .194)
114
Mean Square 3.450 1857.610 3.610 6.250 .490 .386
F 8.942 4814.540 9.356 16.199 1.270
Sig. .000 .000 .003 .000 .263
Table 9.27- Two way Anova with Dependent Variable as Fragrance of the Perfumes
Hypothesis1: Since the p value for gender is less than 0.05, we reject the hypothesis, i.e. there are significant differences in importance assigned to fragrance as a parameter for purchase of perfumes across gender
Hypothesis2: Since the p value for age group is less than 0.05, we reject the hypothesis, i.e. there are significant differences in importance assigned to fragrance as a parameter for purchase of perfumes across age groups
Hypothesis3: Since the p value for the interaction between gender and age group is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in importance assigned to fragrance as a parameter for purchase of perfumes across gender and age groups
Imran Salim Mansury
Consumer Attitude and Perception towards High End Perfumes 9.2.4.1.2 Shape of the Bottle
115
Descriptive Statistics Gender Age Mean Std. Deviation N Male 20-30 yrs 2.60 1.080 25 30-40 yrs 2.68 .852 25 Total 2.64 .964 50 Female 20-30 yrs 3.64 .907 25 30-40 yrs 3.20 .957 25 Total 3.42 .950 50 Total 20-30 yrs 3.12 1.118 50 30-40 yrs 2.94 .935 50 Total 3.03 1.029 100 Table 9.28 Descriptive Statistics with Dependent Variable as Shape of the Bottle
Ho1: There are no significant differences in importance assigned to shape of the bottle as a parameter for purchase of perfumes across gender
Ho2: There are no significant differences in importance assigned to shape of the bottle as a parameter for purchase of perfumes across age groups
Ho3: There are no significant differences in importance assigned to shape of the bottle as a parameter for purchase of perfumes across gender and age groups
Imran Salim Mansury
Consumer Attitude and Perception towards High End Perfumes Tests of Between-Subjects Effects Type III Sum Source of Squares df Corrected Model 17.710(a) 3 Intercept 918.090 1 Gender 15.210 1 Age .810 1 Gender * Age 1.690 1 Error 87.200 96 Total 1023.000 100 Corrected Total 104.910 99 a R Squared = .169 (Adjusted R Squared = .143)
116
Mean Square 5.903 918.090 15.210 .810 1.690 .908
F 6.499 1010.741 16.745 .892 1.861
Sig. .000 .000 .000 .347 .176
Table 9.29 Two way Anova with Dependent Variable as Shape of the Bottle
Hypothesis1: Since the p value for gender is less than 0.05, we reject the hypothesis, i.e. there are significant differences in importance assigned to shape of the bottle as a parameter for purchase of perfumes across gender
Hypothesis2: Since the p value for age group is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in importance assigned to shape of the bottle as a parameter for purchase of perfumes across age groups
Hypothesis3: Since the p value for the interaction between gender and age group is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in importance assigned to shape of the bottle as a parameter for purchase of perfumes across gender and age groups
Imran Salim Mansury
Consumer Attitude and Perception towards High End Perfumes 9.2.4.1.3 Stylish Packaging
117
Descriptive Statistics Gender Age Mean Std. Deviation N Male 20-30 yrs 2.28 1.021 25 30-40 yrs 2.60 1.000 25 Total 2.44 1.013 50 Female 20-30 yrs 3.40 .866 25 30-40 yrs 3.08 1.038 25 Total 3.24 .960 50 Total 20-30 yrs 2.84 1.095 50 30-40 yrs 2.84 1.037 50 Total 2.84 1.061 100 Table 9.30 Descriptive Statistics with Dependent Variable as Stylish Packaging
Ho1: There are no significant differences in importance assigned to stylish packaging as a parameter for purchase of perfumes across gender
Ho2: There are no significant differences in importance assigned to stylish packaging as a parameter for purchase of perfumes across age groups
Ho3: There are no significant differences in importance assigned to stylish packaging as a parameter for purchase of perfumes across gender and age groups
Imran Salim Mansury
Consumer Attitude and Perception towards High End Perfumes Tests of Between-Subjects Effects Type III Sum Source of Squares df Corrected Model 18.560(a) 3 Intercept 806.560 1 Gender 16.000 1 Age .000 1 Gender * Age 2.560 1 Error 92.880 96 Total 918.000 100 Corrected Total 111.440 99 a R Squared = .167 (Adjusted R Squared = .141)
118
Mean Square 6.187 806.560 16.000 .000 2.560 .967
F 6.394 833.654 16.537 .000 2.646
Sig. .001 .000 .000 1.000 .107
Table 9.31 Two way Anova with Dependent Variable as Stylish Packaging
Hypothesis1: Since the p value for gender is less than 0.05, we reject the hypothesis, i.e. there are significant differences in importance assigned to stylish packaging as a parameter for purchase of perfumes across gender
Hypothesis2: Since the p value for age group is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in importance assigned to stylish packaging as a parameter for purchase of perfumes across age groups
Hypothesis3: Since the p value for the interaction between gender and age group is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in importance assigned to stylish packaging as a parameter for purchase of perfumes across gender and age groups
Imran Salim Mansury
Consumer Attitude and Perception towards High End Perfumes 9.2.4.1.4 Brand Image Descriptive Statistics Gender Age Mean Std. Deviation N Male 20-30 yrs 2.88 1.130 30-40 yrs 2.60 .957 Total 2.74 1.046 Female 20-30 yrs 2.84 1.281 30-40 yrs 2.92 .997 Total 2.88 1.136 Total 20-30 yrs 2.86 1.195 30-40 yrs 2.76 .981 Total 2.81 1.089 Table 9.32 Descriptive Statistics with Dependent Variable as Brand Image
119
25 25 50 25 25 50 50 50 100
Ho1: There are no significant differences in importance assigned to brand image as a parameter for purchase of perfumes across gender
Ho2: There are no significant differences in importance assigned to brand image as a parameter for purchase of perfumes across age groups
Ho3: There are no significant differences in importance assigned to brand image as a parameter for purchase of perfumes across gender and age groups
Imran Salim Mansury
Consumer Attitude and Perception towards High End Perfumes Tests of Between-Subjects Effects Type III Sum Source of Squares df Mean Square Corrected Model 1.550(a) 3 .517 Intercept 789.610 1 789.610 Gender .490 1 .490 Age .250 1 .250 Gender * Age .810 1 .810 Error 115.840 96 1.207 Total 907.000 100 Corrected Total 117.390 99 a R Squared = .013 (Adjusted R Squared = -.018)
120
F .428 654.373 .406 .207 .671
Sig. .733 .000 .525 .650 .415
Table 9.33 Two way Anova with Dependent Variable as Brand Image
Hypothesis1: Since the p value for gender is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in importance assigned to brand image as a parameter for purchase of perfumes across gender
Hypothesis2: Since the p value for age group is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in importance assigned to brand image as a parameter for purchase of perfumes across age groups
Hypothesis3: Since the p value for the interaction between gender and age group is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in importance assigned to brand imageas a parameter for purchase of perfumes across gender and age groups
Imran Salim Mansury
Consumer Attitude and Perception towards High End Perfumes 9.2.4.1.5 Brand Trust Descriptive Statistics Gender Age Mean Std. Deviation N Male 20-30 yrs 3.52 .872 30-40 yrs 3.24 1.052 Total 3.38 .967 Female 20-30 yrs 3.72 .843 30-40 yrs 3.72 .843 Total 3.72 .834 Total 20-30 yrs 3.62 .855 30-40 yrs 3.48 .974 Total 3.55 .914 Table 9.34 Descriptive Statistics with Dependent Variable as Brand Trust
121
25 25 50 25 25 50 50 50 100
Ho1: There are no significant differences in importance assigned to brand trust as a parameter for purchase of perfumes across gender
Ho2: There are no significant differences in importance assigned to brand trust as a parameter for purchase of perfumes across age groups
Ho3: There are no significant differences importance assigned to brand trust as a parameter for purchase of perfumes across gender and age groups
Imran Salim Mansury
Consumer Attitude and Perception towards High End Perfumes Tests of Between-Subjects Effects Type III Sum Source of Squares df Corrected Model 3.870(a) 3 Intercept 1260.250 1 Gender 2.890 1 Age .490 1 Gender * Age .490 1 Error 78.880 96 Total 1343.000 100 Corrected Total 82.750 99 a R Squared = .047 (Adjusted R Squared = .017)
122
Mean Square 1.290 1260.250 2.890 .490 .490 .822
F 1.570 1533.773 3.517 .596 .596
Sig. .202 .000 .064 .442 .442
Table 9.35 Two way Anova with Dependent Variable as Brand Trust
Hypothesis1: Since the p value for gender is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in importance assigned to brand trust as a parameter for purchase of perfumes across gender
Hypothesis2: Since the p value for age group is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in importance assigned to brand trust as a parameter for purchase of perfumes across age groups
Hypothesis3: Since the p value for the interaction between gender and age group is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in importance assigned to brand trust as a parameter for purchase of perfumes across gender and age groups
Imran Salim Mansury
Consumer Attitude and Perception towards High End Perfumes 9.2.4.1.6 Well Known Brand
123
Descriptive Statistics Gender Age Mean Std. Deviation N Male 20-30 yrs 3.24 1.012 25 30-40 yrs 2.96 1.207 25 Total 3.10 1.111 50 Female 20-30 yrs 3.80 .816 25 30-40 yrs 3.48 .918 25 Total 3.64 .875 50 Total 20-30 yrs 3.52 .953 50 30-40 yrs 3.22 1.093 50 Total 3.37 1.031 100 Table 9.36 Descriptive Statistics with Dependent Variable as Well Known Brand
Ho1: There are no significant differences in importance assigned to well known brand as a parameter for purchase of perfumes across gender
Ho2: There are no significant differences in importance assigned to well known brand as a parameter for purchase of perfumes across age groups
Ho3: There are no significant differences in importance assigned to well known brand as a parameter for purchase of perfumes across gender age groups
Imran Salim Mansury
Consumer Attitude and Perception towards High End Perfumes Tests of Between-Subjects Effects Type III Sum Source of Squares df Corrected Model 9.550(a) 3 Intercept 1135.690 1 Gender 7.290 1 Age 2.250 1 Gender * Age .010 1 Error 95.760 96 Total 1241.000 100 Corrected Total 105.310 99 a R Squared = .091 (Adjusted R Squared = .062)
124
Mean Square 3.183 1135.690 7.290 2.250 .010 .997
F 3.191 1138.536 7.308 2.256 .010
Sig. .027 .000 .008 .136 .920
Table 9.37 Two way Anova with Dependent Variable as Well Known Brand
Hypothesis1: Since the p value for gender is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in importance assigned to well known brand as a parameter for purchase of perfumes across gender
Hypothesis2: Since the p value for age group is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in importance assigned to well known brand as a parameter for purchase of perfumes across age gender
Hypothesis3: Since the p value for the interaction between gender and age group is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in importance assigned to well known brand as a parameter for purchase of perfumes across gender and age groups
Imran Salim Mansury
Consumer Attitude and Perception towards High End Perfumes 9.2.4.1.7 Store Ambience Descriptive Statistics Gender Age Mean Std. Deviation N Male 20-30 yrs 3.00 1.118 30-40 yrs 3.16 1.143 Total 3.08 1.122 Female 20-30 yrs 3.20 1.118 30-40 yrs 3.36 .952 Total 3.28 1.031 Total 20-30 yrs 3.10 1.111 30-40 yrs 3.26 1.046 Total 3.18 1.077 Table 9.38 Descriptive Statistics with Dependent Variable as Store Ambience
125
25 25 50 25 25 50 50 50 100
Ho1: There are no significant differences in importance assigned to store ambience as a parameter for purchase of perfumes across gender
Ho2: There are no significant differences in importance assigned to store ambience as a parameter for purchase of perfumes across age groups
Ho3: There are no significant differences in importance assigned to store ambience as a parameter for purchase of perfumes across gender and age groups
Imran Salim Mansury
Consumer Attitude and Perception towards High End Perfumes Tests of Between-Subjects Effects Type III Sum Source of Squares df Mean Square Corrected Model 1.640(a) 3 .547 Intercept 1011.240 1 1011.240 Gender 1.000 1 1.000 Age .640 1 .640 Gender * Age .000 1 .000 Error 113.120 96 1.178 Total 1126.000 100 Corrected Total 114.760 99 a R Squared = .014 (Adjusted R Squared = -.017)
126
F .464 858.195 .849 .543 .000
Sig. .708 .000 .359 .463 1.000
Table 9.39 Two way Anova with Dependent Variable as Store Ambience
Hypothesis1: Since the p value for gender is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in importance assigned to store ambience as a parameter for purchase of perfumes across gender
Hypothesis2: Since the p value for age group is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in importance assigned to store ambience as a parameter for purchase of perfumes across age groups
Hypothesis3: Since the p value for the interaction between gender and age group is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in importance assigned to store ambience as a parameter for purchase of perfumes across gender and age groups
Imran Salim Mansury
Consumer Attitude and Perception towards High End Perfumes 9.2.4.1.8 Variety in the Store
127
Descriptive Statistics Gender Age Mean Std. Deviation N Male 20-30 yrs 3.68 1.069 25 30-40 yrs 4.00 1.041 25 Total 3.84 1.057 50 Female 20-30 yrs 3.96 .978 25 30-40 yrs 3.92 .862 25 Total 3.94 .913 50 Total 20-30 yrs 3.82 1.024 50 30-40 yrs 3.96 .947 50 Total 3.89 .984 100 Table 9.40 Descriptive Statistics with Dependent Variable as Variety in the Store
Ho1: There are no significant differences in importance assigned to variety in the store as a parameter for purchase of perfumes across gender
Ho2: There are no significant differences in importance assigned to variety in the store as a parameter for purchase of perfumes across age groups
Ho3: There are no significant differences in importance assigned to variety in the store as a parameter for purchase of perfumes across gender and age groups
Imran Salim Mansury
Consumer Attitude and Perception towards High End Perfumes Tests of Between-Subjects Effects Type III Sum Source of Squares df Mean Square Corrected Model 1.550(a) 3 .517 Intercept 1513.210 1 1513.210 Gender .250 1 .250 Age .490 1 .490 Gender * Age .810 1 .810 Error 94.240 96 .982 Total 1609.000 100 Corrected Total 95.790 99 a R Squared = .016 (Adjusted R Squared = -.015)
128
F .526 1541.470 .255 .499 .825
Sig. .665 .000 .615 .482 .366
Table 9.41 Two way Anova with Dependent Variable as Variety in the Store
Hypothesis1: Since the p value for gender is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in importance assigned to variety in the store as a parameter for purchase of perfumes across gender
Hypothesis2: Since the p value for age group is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in importance assigned to variety in the store as a parameter for purchase of perfumes across age groups
Hypothesis3: Since the p value for the interaction between gender and age group is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in importance assigned to variety in the store as a parameter for purchase of perfumes across gender and age groups
Imran Salim Mansury
Consumer Attitude and Perception towards High End Perfumes 9.2.4.1.9 Promotion of the Perfume Descriptive Statistics Gender Age Mean Std. Deviation N Male 20-30 yrs 3.00 1.118 30-40 yrs 3.04 .978 Total 3.02 1.040 Female 20-30 yrs 2.76 1.128 30-40 yrs 3.04 1.020 Total 2.90 1.074 Total 20-30 yrs 2.88 1.118 30-40 yrs 3.04 .989 Total 2.96 1.053 Table 9.42 Descriptive Statistics with Dependent Variable as Promotion
129
25 25 50 25 25 50 50 50 100
Ho1: There are no significant differences in importance assigned to promotion as a parameter for purchase of perfumes across gender
Ho2: There are no significant differences in importance assigned to promotion as a parameter for purchase of perfumes across age groups
Ho3: There are no significant differences in importance assigned to promotion as a parameter for purchase of perfumes across gender and age groups
Imran Salim Mansury
Consumer Attitude and Perception towards High End Perfumes Tests of Between-Subjects Effects Type III Sum Source of Squares df Mean Square Corrected Model 1.360(a) 3 .453 Intercept 876.160 1 876.160 Gender .360 1 .360 Age .640 1 .640 Gender * Age .360 1 .360 Error 108.480 96 1.130 Total 986.000 100 Corrected Total 109.840 99 a R Squared = .012 (Adjusted R Squared = -.018)
130
F .401 775.363 .319 .566 .319
Sig. .752 .000 .574 .454 .574
Table 9.43 Two way Anova with Dependent Variable as Promotion
Hypothesis1: Since the p value for gender is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in importance assigned to promotion as a parameter for purchase of perfumes across gender
Hypothesis2: Since the p value for age group is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in importance assigned to promotion as a parameter for purchase of perfumes across age groups
Hypothesis3: Since the p value for the interaction between gender and age group is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in importance assigned to promotion as a parameter for purchase of perfumes across gender and age groups
Imran Salim Mansury
Consumer Attitude and Perception towards High End Perfumes 9.2.4.1.10 Celebrity Endorsement
131
Descriptive Statistics Gender Age Mean Std. Deviation N Male 20-30 yrs 2.48 .918 25 30-40 yrs 2.88 1.166 25 Total 2.68 1.058 50 Female 20-30 yrs 2.56 1.158 25 30-40 yrs 2.92 1.187 25 Total 2.74 1.175 50 Total 20-30 yrs 2.52 1.035 50 30-40 yrs 2.90 1.165 50 Total 2.71 1.113 100 Table 9.44 Descriptive Statistics with Dependent Variable as Celebrity Endorsement
Ho1: There are no significant differences in importance assigned to celebrity endorsement as a parameter for purchase of perfumes across gender
Ho2: There are no significant differences in importance assigned to celebrity endorsement as a parameter for purchase of perfumes across age groups
Ho3: There are no significant differences in importance assigned to celebrity endorsement as a parameter for purchase of perfumes across gender and age groups
Imran Salim Mansury
Consumer Attitude and Perception towards High End Perfumes Tests of Between-Subjects Effects Type III Sum Source of Squares df Corrected Model 3.710(a) 3 Intercept 734.410 1 Gender .090 1 Age 3.610 1 Gender * Age .010 1 Error 118.880 96 Total 857.000 100 Corrected Total 122.590 99 a R Squared = .030 (Adjusted R Squared = .000)
132
Mean Square 1.237 734.410 .090 3.610 .010 1.238
F .999 593.063 .073 2.915 .008
Sig. .397 .000 .788 .091 .929
Table 9.45 Two way Anova with Dependent Variable as Celebrity Endorsement
Hypothesis1: Since the p value for gender is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in importance assigned to celebrity endorsement as a parameter for purchase of perfumes across gender
Hypothesis2: Since the p value for age group is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in importance assigned to celebrity endorsement as a parameter for purchase of perfumes across age groups
Hypothesis3: Since the p value for the interaction between gender and age group is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in importance assigned to celebrity endorsement as a parameter for purchase of perfumes across gender and age groups
Imran Salim Mansury
Consumer Attitude and Perception towards High End Perfumes 9.2.4.1.11 Discount & Offers
133
Descriptive Statistics Gender Age Mean Std. Deviation N Male 20-30 yrs 3.60 1.258 25 30-40 yrs 4.20 1.041 25 Total 3.90 1.182 50 Female 20-30 yrs 3.80 1.080 25 30-40 yrs 3.88 1.013 25 Total 3.84 1.037 50 Total 20-30 yrs 3.70 1.165 50 30-40 yrs 4.04 1.029 50 Total 3.87 1.107 100 Table 9.46 Descriptive Statistics with Dependent Variable as Discount & Offers
Ho1: There are no significant differences in importance assigned to discount and offers as a parameter for purchase of perfumes across gender
Ho2: There are no significant differences in importance assigned to discount and offers as a parameter for purchase of perfumes across age groups
Ho3: There are no significant differences in importance assigned to discount and offers as a parameter for purchase of perfumes across gender and age groups
Imran Salim Mansury
Consumer Attitude and Perception towards High End Perfumes Tests of Between-Subjects Effects Type III Sum Source of Squares df Corrected Model 4.670(a) 3 Intercept 1497.690 1 Gender .090 1 Age 2.890 1 Gender * Age 1.690 1 Error 116.640 96 Total 1619.000 100 Corrected Total 121.310 99 a R Squared = .038 (Adjusted R Squared = .008)
134
Mean Square 1.557 1497.690 .090 2.890 1.690 1.215
F 1.281 1232.667 .074 2.379 1.391
Sig. .285 .000 .786 .126 .241
Table 9.47 Two way Anova with Dependent Variable as Discount & Offers
Hypothesis1: Since the p value for gender is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in importance assigned to discount and offers as a parameter for purchase of perfumes across gender
Hypothesis2: Since the p value for age group is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in importance assigned to discount and offers as a parameter for purchase of perfumes across age groups
Hypothesis3: Since the p value for the interaction between gender and age group is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in importance assigned to discount and offers as a parameter for purchase of perfumes across gender and age groups
Imran Salim Mansury
135
9.2.4.2 Two way Anova with Replication for Fondness and Number of perfumes with important aspects of High End Perfumes while Buying 9.2.4.2.1 Fragrance of the perfume Descriptive Statistics Are you fond of How many high end perfumes perfumes do you have Mean Std. Deviation N yes 1 4.20 .414 15 2 4.16 .727 37 or more 4.69 .471 26 Total 4.35 .641 78 no 1 4.33 .866 9 2 4.00 1.000 7 or more 4.17 .753 6 Total 4.18 .853 22 Total 1 4.25 .608 24 2 4.14 .765 44 or more 4.59 .560 32 Total 4.31 .692 100 Table 8.48 Descriptive Statistics with Dependent Variable as Fragrance of the Perfumes
Ho1: There are no significant differences in importance assigned to fragrance as a parameter for purchase of perfumes across fondness of perfumes
Ho2: There are no significant differences in importance assigned to fragrance as a parameter for purchase of perfumes across number of perfumes
Ho3: There are no significant differences in importance assigned to fragrance as a parameter for purchase of perfumes across fondness and number of perfumes
Imran Salim Mansury
Consumer Attitude and Perception towards High End Perfumes Tests of Between-Subjects Effects Type III Sum Source of Squares df Corrected Model 5.591(a) 5 Intercept 1181.336 1 Fond .556 1 Perfumes have 1.306 2 Fond * perfumes 1.134 2 have Error 41.799 94 Total 1905.000 100 Corrected Total 47.390 99 a R Squared = .118 (Adjusted R Squared = .071)
136
Mean Square 1.118 1181.336 .556 .653 .567 .445
F 2.515 2656.668 1.251 1.469 1.276
Sig. .035 .000 .266 .235 .284
Table 9.49 Two way Anova with Dependent Variable as Fragrance of the Perfumes
Hypothesis1: Since the p value for fondness is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in There are no significant differences in importance assigned to fragrance as a parameter for purchase of perfumes across fondness of perfumes
Hypothesis2: Since the p value for numbers of perfumes respondents have is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in There are no significant differences in importance assigned to fragrance as a parameter for purchase of perfumes across number of perfumes
Hypothesis3: Since the p value for the interaction between fondness and numbers of perfumes respondents have is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in There are no significant differences in importance assigned to fragrance as a parameter for purchase of perfumes across fondness and number of perfumes
Imran Salim Mansury
Consumer Attitude and Perception towards High End Perfumes 9.2.4.2.2 Shape of the bottle as an important aspect while buying
137
Descriptive Statistics Are you fond of How many high end perfumes perfumes do you have Mean Std. Deviation N Yes 1 3.07 .884 2 3.22 1.031 or more 2.92 .977 Total 3.09 .983 No 1 3.00 .866 2 2.43 1.272 or more 3.00 1.549 Total 2.82 1.181 Total 1 3.04 .859 2 3.09 1.096 or more 2.94 1.076 Total 3.03 1.029 Table 9.50 Descriptive Statistics with Dependent Variable as Shape of the Bottle
15 37 26 78 9 7 6 22 24 44 32 100
Ho1: There are no significant differences in importance assigned to shape of the bottle as a parameter for purchase of perfumes across fondness of perfumes
Ho2: There are no significant differences in importance assigned to shape of the bottle as a parameter for purchase of perfumes across number of perfumes
Ho3: There are no significant differences in importance assigned to shape of the bottle as a parameter for purchase of perfumes across fondness and number of perfumes
Imran Salim Mansury
Consumer Attitude and Perception towards High End Perfumes Tests of Between-Subjects Effects Type III Sum Source of Squares df Corrected Model 4.146(a) 5 Intercept 562.558 1 Fond 1.093 1 Perfumes have .530 2 Fond * perfumes 2.394 2 have Error 100.764 94 Total 1023.000 100 Corrected Total 104.910 99 a R Squared = .040 (Adjusted R Squared = -.012)
138
Mean Square .829 562.558 1.093 .265 1.197 1.072
F .774 524.795 1.020 .247 1.117
Sig. .571 .000 .315 .782 .332
Table 9.51 Two way Anova with Dependent Variable as Shape of the Bottle
Hypothesis1: Since the p value for fondness is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in importance assigned to shape of the bottle as a parameter for purchase of perfumes across fondness of perfumes
Hypothesis2: Since the p value for numbers of perfumes respondents have is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in importance assigned to shape of the bottle as a parameter for purchase of perfumes across number of perfumes
Hypothesis3: Since the p value for the interaction between fondness and numbers of perfumes respondents have is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in importance assigned to shape of the bottle as a parameter for purchase of perfumes across fondness and number of perfumes
Imran Salim Mansury
Consumer Attitude and Perception towards High End Perfumes 9.2.4.2.3 Stylish Packaging
139
Descriptive Statistics Are you fond of How many high end perfumes perfumes do you have Mean Std. Deviation N Yes 1 2.60 1.121 2 2.81 1.076 or more 3.00 1.020 Total 2.83 1.062 No 1 2.78 .441 2 3.00 1.528 or more 2.83 1.329 Total 2.86 1.082 Total 1 2.67 .917 2 2.84 1.140 or more 2.97 1.062 Total 2.84 1.061 Table 9.52 Descriptive Statistics with Dependent Variable as Stylish Packaging
15 37 26 78 9 7 6 22 24 44 32 100
Ho1: There are no significant differences in importance assigned to stylish packaging as a parameter for purchase of perfumes across fondness of perfumes
Ho2: There are no significant differences in importance assigned to stylish packaging as a parameter for purchase of perfumes across number of perfumes
Ho3: There are no significant differences in importance assigned to stylish packaging as a parameter for purchase of perfumes across fondness and number of perfumes
Imran Salim Mansury
Consumer Attitude and Perception towards High End Perfumes Tests of Between-Subjects Effects Type III Sum Source of Squares df Corrected Model 1.775(a) 5 Intercept 524.152 1 q2Fond .073 1 Perfumes have .727 2 Fond * perfumes .421 2 have Error 109.665 94 Total 918.000 100 Corrected Total 111.440 99 a R Squared = .016 (Adjusted R Squared = -.036)
140
Mean Square .355 524.152 .073 .364 .210 1.167
F .304 449.281 .062 .312 .180
Sig. .909 .000 .804 .733 .835
Table 9.53 Two way Anova with Dependent Variable as Stylish Packaging
Hypothesis1: Since the p value for fondness is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in importance assigned to stylish packaging as a parameter for purchase of perfumes across fondness of perfumes
Hypothesis2: Since the p value for numbers of perfumes respondents have is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in importance assigned to stylish packaging as a parameter for purchase of perfumes across number of perfumes
Hypothesis3: Since the p value for the interaction between fondness and numbers of perfumes respondents have is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in importance assigned to stylish packaging as a parameter for purchase of perfumes across fondness and number of perfumes
Imran Salim Mansury
Consumer Attitude and Perception towards High End Perfumes 9.2.4.2.4 Brand Image
141
Descriptive Statistics Are you fond of How many high end perfumes perfumes do you have Mean Std. Deviation N Yes 1 2.47 .990 15 2 2.84 1.214 37 or more 2.88 .952 26 Total 2.78 1.089 78 No 1 2.78 .972 9 2 3.00 .816 7 or more 3.00 1.673 6 Total 2.91 1.109 22 Total 1 2.58 .974 24 2 2.86 1.153 44 or more 2.91 1.088 32 Total 2.81 1.089 100 Table 9.54 Descriptive Statistics with Dependent Variable as Brand Image
Ho1: There are no significant differences in importance assigned to brand image as a parameter for purchase of perfumes across fondness of perfumes
Ho2: There are no significant differences in importance assigned to brand image as a parameter for purchase of perfumes across number of perfumes
Ho3: There are no significant differences in importance assigned to brand image as a parameter for purchase of perfumes across fondness and number of perfumes
Imran Salim Mansury
Consumer Attitude and Perception towards High End Perfumes Tests of Between-Subjects Effects Type III Sum Source of Squares df Corrected Model 2.420(a) 5 Intercept 520.768 1 Fond .627 1 Perfumes have 1.401 2 Fond * perfumes .113 2 have Error 114.970 94 Total 907.000 100 Corrected Total 117.390 99 a R Squared = .021 (Adjusted R Squared = -.031)
142
Mean Square .484 520.768 .627 .701 .056 1.223
F .396 425.783 .513 .573 .046
Sig. .851 .000 .476 .566 .955
Table 9.55 Two way Anova with Dependent Variable as Brand Image
Hypothesis1: Since the p value for fondness is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in importance assigned to brand image as a parameter for purchase of perfumes across fondness of perfumes
Hypothesis2: Since the p value for numbers of perfumes respondents have is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in importance assigned to brand image as a parameter for purchase of perfumes across number of perfumes
Hypothesis3: Since the p value for the interaction between fondness and numbers of perfumes respondents haveis greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in importance assigned to brand image as a parameter for purchase of perfumes across fondness and number of perfumes
Imran Salim Mansury
Consumer Attitude and Perception towards High End Perfumes 9.2.4.2.5 Brand Trust Descriptive Statistics Are you fond of How many high end perfumes perfumes do you have Mean Std. Deviation Yes 1 3.47 1.125 2 3.68 .944 or more 3.27 .778 Total 3.50 .936 No 1 4.00 .000 2 3.57 .787 or more 3.50 1.378 Total 3.73 .827 Total 1 3.67 .917 2 3.66 .914 or more 3.31 .896 Total 3.55 .914 Table 9.56 Descriptive Statistics with Dependent Variable as Brand Trust
143
N 15 37 26 78 9 7 6 22 24 44 32 100
Ho1: There are no significant differences in importance assigned to brand trust as a parameter for purchase of perfumes across fondness of perfumes
Ho2: There are no significant differences in importance assigned to brand trust as a parameter for purchase of perfumes across number of perfumes
Ho3: There are no significant differences in importance assigned to brand trust as a parameter for purchase of perfumes across fondness and number of perfumes
Imran Salim Mansury
144
Mean Square .916 834.891 .788 .656 .586 .832
F 1.101 1003.948 .947 .788 .704
Sig. .365 .000 .333 .458 .497
Table 9.57 Two way Anova with Dependent Variable as Brand Trust
Hypothesis1: Since the p value for fondness is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in importance assigned to brand trust as a parameter for purchase of perfumes across fondness of perfumes
Hypothesis2: Since the p value for numbers of perfumes respondents haveis greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in importance assigned to brand trust as a parameter for purchase of perfumes across number of perfumes
Hypothesis3: Since the p value for the interaction between fondness and numbers of perfumes respondents have is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in importance assigned to brand trust as a parameter for purchase of perfumes across fondness and number of perfumes
Imran Salim Mansury
Consumer Attitude and Perception towards High End Perfumes 9.2.4.2.6 Well Known Brand
145
Descriptive Statistics Are you fond of How many high end perfumes perfumes do you have Mean Std. Deviation N Yes 1 3.13 1.552 2 3.51 1.070 or more 3.12 .588 Total 3.31 1.061 No 1 3.44 .726 2 3.86 .690 or more 3.50 1.378 Total 3.59 .908 Total 1 3.25 1.294 2 3.57 1.021 or more 3.19 .780 Total 3.37 1.031 Table 9.58 Descriptive Statistics with Dependent Variable as Well Known Brand
15 37 26 78 9 7 6 22 24 44 32 100
Ho1: There are no significant differences in importance assigned to well known brand as a parameter for purchase of perfumes across fondness of perfumes
Ho2: There are no significant differences in importance assigned to well known brand as a parameter for purchase of perfumes across number of perfumes
Ho3: There are no significant differences in importance assigned to well known brand as a parameter for purchase of perfumes across fondness and number of perfumes
Imran Salim Mansury
Consumer Attitude and Perception towards High End Perfumes Tests of Between-Subjects Effects Type III Sum Source of Squares df Corrected Model 5.100(a) 5 Intercept 764.975 1 Fond 1.954 1 Perfumes have 2.272 2 Fond * perfumes .014 2 have Error 100.210 94 Total 1241.000 100 Corrected Total 105.310 99 a R Squared = .048 (Adjusted R Squared = -.002)
146
Mean Square 1.020 764.975 1.954 1.136 .007 1.066
F .957 717.571 1.833 1.065 .007
Sig. .448 .000 .179 .349 .993
Table 9.59 Two way Anova with Dependent Variable as Well Known Brand
Hypothesis1: Since the p value for fondness is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in importance assigned to well known brand as a parameter for purchase of perfumes across fondness of perfumes
Hypothesis2: Since the p value for numbers of perfumes respondents have is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in importance assigned to well known brand as a parameter for purchase of perfumes across number of perfumes
Hypothesis3: Since the p value for the interaction between fondness and numbers of perfumes respondents have is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in importance assigned to well known brand as a parameter for purchase of perfumes across fondness and number of perfumes
Imran Salim Mansury
Consumer Attitude and Perception towards High End Perfumes 9.2.4.2.7 Store Ambience
147
Descriptive Statistics Are you fond of How many high end perfumes perfumes do you have Mean Std. Deviation N yes 1 3.00 1.254 15 2 3.08 1.164 37 or more 3.15 .925 26 Total 3.09 1.095 78 no 1 3.67 1.000 9 2 3.43 .535 7 or more 3.33 1.366 6 Total 3.50 .964 22 Total 1 3.25 1.189 24 2 3.14 1.091 44 or more 3.19 .998 32 Total 3.18 1.077 100 Table 9.60 Descriptive Statistics with Dependent Variable as Store Ambience
Ho1: There are no significant differences in importance assigned to store layout as a parameter for purchase of perfumes across fondness of perfumes
Ho2: There are no significant differences in importance assigned to store layout as a parameter for purchase of perfumes across number of perfumes
Ho3: There are no significant differences in importance assigned to store layout as a parameter for purchase of perfumes across fondness and number of perfumes
Imran Salim Mansury
Consumer Attitude and Perception towards High End Perfumes Tests of Between-Subjects Effects Type III Sum Source of Squares df Corrected Model 3.571(a) 5 Intercept 699.457 1 Fond 2.577 1 Perfumes have .105 2 Fond * perfumes .652 2 have Error 111.189 94 Total 1126.000 100 Corrected Total 114.760 99 a R Squared = .031 (Adjusted R Squared = -.020)
148
Mean Square .714 699.457 2.577 .052 .326 1.183
F .604 591.327 2.179 .044 .276
Sig. .697 .000 .143 .957 .760
Table 9.61 Two way Anova with Dependent Variable as Store Ambience
Hypothesis1: Since the p value for fondness is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in importance assigned to store layout as a parameter for purchase of perfumes across fondness of perfumes
Hypothesis2: Since the p value for numbers of perfumes respondents have is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in importance assigned to store layout as a parameter for purchase of perfumes across number of perfumes
Hypothesis3: Since the p value for the interaction between fondness and numbers of perfumes respondents have is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in importance assigned to store layout as a parameter for purchase of perfumes across fondness and number of perfumes
Imran Salim Mansury
Consumer Attitude and Perception towards High End Perfumes 9.2.4.2.8 Variety in the Store
149
Descriptive Statistics Are you fond of How many high end perfumes perfumes do you have Mean Std. Deviation N Yes 1 4.33 .900 2 3.89 .906 or more 3.65 1.018 Total 3.90 .961 No 1 4.11 1.167 2 3.43 .976 or more 4.00 1.095 Total 3.86 1.082 Total 1 4.25 .989 2 3.82 .922 or more 3.72 1.023 Total 3.89 .984 Table .62 Descriptive Statistics with Dependent Variable as Variety in the Store
15 37 26 78 9 7 6 22 24 44 32 100
Ho1: There are no significant differences in importance assigned to variety in the store as a parameter for purchase of perfumes across fondness of perfumes
Ho2: There are no significant differences in importance assigned to variety in the store as a parameter for purchase of perfumes across number of perfumes
Ho3: There are no significant differences in importance assigned to variety in the store as a parameter for purchase of perfumes across fondness and number of perfumes
Imran Salim Mansury
150
Mean Square 1.280 992.127 .208 1.897 .903 .951
F 1.346 1043.308 .219 1.995 .949
Sig. .252 .000 .641 .142 .391
Table 9.63 Two way Anova with Dependent Variable as Variety in the Store
Hypothesis1: Since the p value for fondness is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in importance assigned to variety in the store as a parameter for purchase of perfumes across fondness of perfumes
Hypothesis2: Since the p value for numbers of perfumes respondents have is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in importance assigned to variety in the store as a parameter for purchase of perfumes across number of perfumes
Hypothesis3: Since the p value for the interaction between fondness and numbers of perfumes respondents have is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in importance assigned to variety in the store as a parameter for purchase of perfumes across fondness and number of perfumes
Imran Salim Mansury
Consumer Attitude and Perception towards High End Perfumes 9.2.4.2.9 Promotion of the Perfume Descriptive Statistics Are you fond of How many high end perfumes perfumes do you have Mean Std. Deviation yes 1 3.20 1.146 2 2.78 .917 or more 2.73 .962 Total 2.85 .981 no 1 3.67 1.000 2 2.71 1.254 or more 3.67 1.366 Total 3.36 1.217 Total 1 3.37 1.096 2 2.77 .961 or more 2.91 1.088 Total 2.96 1.053 Table 9.64 Descriptive Statistics with Dependent Variable as Promotion
151
N 15 37 26 78 9 7 6 22 24 44 32 100
Ho1: There are no significant differences in importance assigned to promotion as a parameter for purchase of perfumes across fondness of perfumes
Ho2: There are no significant differences in importance assigned to promotion as a parameter for purchase of perfumes across number of perfumes
Ho3: There are no significant differences in importance assigned to promotion as a parameter for purchase of perfumes across fondness and number of perfumes
Imran Salim Mansury
Consumer Attitude and Perception towards High End Perfumes Tests of Between-Subjects Effects Type III Sum Source of Squares df Corrected Model 11.292(a) 5 Intercept 636.804 1 Fond 3.215 1 Perfumes have 5.570 2 Fond * perfumes 2.719 2 have Error 98.548 94 Total 986.000 100 Corrected Total 109.840 99 a R Squared = .103 (Adjusted R Squared = .055)
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Mean Square 2.258 636.804 3.215 2.785 1.360 1.048
F 2.154 607.418 3.066 2.656 1.297
Sig. .066 .000 .083 .075 .278
Table 9.65 Two way Anova with Dependent Variable as Promotion
Hypothesis1: Since the p value for fondness is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in importance assigned to promotion as a parameter for purchase of perfumes across fondness of perfumes
Hypothesis2: Since the p value for numbers of perfumes respondents have is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in importance assigned to promotion as a parameter for purchase of perfumes across number of perfumes
Hypothesis3: Since the p value for the interaction between fondness and numbers of perfumes respondents have is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in importance assigned to promotion as a parameter for purchase of perfumes across fondness and number of perfumes
Imran Salim Mansury
Consumer Attitude and Perception towards High End Perfumes 9.2.4.2.10 Celebrity Endorsements
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Descriptive Statistics Are you fond of How many high end perfumes perfumes do you have Mean Std. Deviation N yes 1 2.93 1.033 15 2 2.68 1.029 37 or more 2.77 .951 26 Total 2.76 .996 78 no 1 2.00 1.225 9 2 2.57 1.272 7 or more 3.33 1.862 6 Total 2.55 1.471 22 Total 1 2.58 1.176 24 2 2.66 1.055 44 or more 2.87 1.157 32 Total 2.71 1.113 100 Table 9.66 Descriptive Statistics with Dependent Variable as Celebrity Endorsement
Ho1: There are no significant differences in importance assigned to celebrity endorsement as a parameter for purchase of perfumes across fondness of perfumes
Ho2: There are no significant differences in importance assigned to celebrity endorsement as a parameter for purchase of perfumes across number of perfumes
Ho3: There are no significant differences in importance assigned to celebrity endorsement as a parameter for purchase of perfumes across fondness and number of perfumes
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Mean Square 1.577 479.633 .406 1.884 2.962 1.220
F 1.292 393.058 .332 1.544 2.427
Sig. .274 .000 .566 .219 .094
Table 9.67 Two way Anova with Dependent Variable as Celebrity Endorsement
Hypothesis1: Since the p value for fondness is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in importance assigned to celebrity endorsement as a parameter for purchase of perfumes across fondness of perfumes
Hypothesis2: Since the p value for numbers of perfumes respondents have is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in importance assigned to celebrity endorsement as a parameter for purchase of perfumes across number of perfumes
Hypothesis3: Since the p value for the interaction between fondness and numbers of perfumes respondents have is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in importance assigned to celebrity endorsement as a parameter for purchase of perfumes across fondness and number of perfumes
Imran Salim Mansury
Consumer Attitude and Perception towards High End Perfumes 9.2.4.2.11 Discount & Offers
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Descriptive Statistics Are you fond of How many high end perfumes perfumes do you have Mean Std. Deviation N yes 1 4.33 .900 2 3.57 1.144 or more 3.77 1.210 Total 3.78 1.147 no 1 4.56 .726 2 3.57 .535 or more 4.33 1.211 Total 4.18 .907 Total 1 4.42 .830 2 3.57 1.065 or more 3.87 1.212 Total 3.87 1.107 Table 9.68 Descriptive Statistics with Dependent Variable as Discount & Offers
15 37 26 78 9 7 6 22 24 44 32 100
Ho1: There are no significant differences in importance assigned to discount and offers as a parameter for purchase of perfumes across fondness of perfumes
Ho2: There are no significant differences in importance assigned to discount and offers as a parameter for purchase of perfumes across number of perfumes
Ho3: There are no significant differences in importance assigned to discount and offers as a parameter for purchase of perfumes across fondness and number of perfumes
Imran Salim Mansury
Consumer Attitude and Perception towards High End Perfumes Tests of Between-Subjects Effects Type III Sum Source of Squares df Corrected Model 13.010(a) 5 Intercept 1053.345 1 Fond 1.130 1 Perfumes have 8.848 2 Fond * perfumes .842 2 have Error 108.300 94 Total 1619.000 100 Corrected Total 121.310 99 a R Squared = .107 (Adjusted R Squared = .060)
156
Mean Square 2.602 1053.345 1.130 4.424 .421 1.152
F 2.259 914.263 .980 3.840 .365
Sig. .055 .000 .325 .025 .695
Table 9.69 Two way Anova with Dependent Variable as Discount & Offers
Hypothesis1: Since the p value for fondness is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in importance assigned to discount and offers as a parameter for purchase of perfumes across fondness of perfumes
Hypothesis2: Since the p value for numbers of perfumes respondents have is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in importance assigned to discount and offers as a parameter for purchase of perfumes across number of perfumes
Hypothesis3: Since the p value for the interaction between fondness and numbers of perfumes respondents have is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in importance assigned to discount and offers as a parameter for purchase of perfumes across fondness and numberof perfumes
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CHAPTER 10 RECOMMENDATIONS
High end Perfumes industry is expected to grow at a higher rate because 60% of Indias population is below 35 years old. So there is a quite a large scope for the entrepreneur or existing brands to penetrate in the industry and grow.
Great competition has emerged in the organised perfume industry the competitors are finding ways to attract the new customers, so one should find methods to increase the customer base as the high end perfume industry is ever changing and it is quite easy to attract the customers.
The brands should form the distinct personality as the aura of functional and the psychological attributes helps create the distinct image of the brand in the minds of the consumer.
Apart from electronics gadgets and watches consumers are also willing to spend their money on high end perfumes as well, so there is scope for share of wallet for the brands.
As derived from the above table (8.18) window shopping is the major source of awareness of perfumes to the respondents therefore the companies should work on visual graphics within store.
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Source of communication plays an important role therefore the brands should avoid promoting high end perfume through channels like radio as it has got least rating of source of awareness to perfumes.
Shape and packaging of perfume bottles plays an important in consumers buying behaviour therefore the brands should work on designs and packaging of the product.
From the report it is found that the more the perfume varieties in a store the consumer is more likely to purchase a branded perfume from that store , hence the retailers should have their stores filled with perfumes so as to get the customers coming in and getting sales.
It has also been observed that retailers or the perfume companies should provide discount and offers at regular intervals as majority of consumers are willing to purchase a perfume at that point of time.
The fragrance and the long lasting effect in the high end perfume industry are the most influencing factor for a consumer to buy that product. Therefore the brands should focus more attention towards these attributes of perfumes so as to grow and fight competition.
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CHAPTER 11 CONCLUSION
Normally branded perfume companies in India prefer a celebrity to endorse their brand so that it would increase sales or so that people get associated with the brand and they shell out large amount of money, however this is not the case majority of the people when buying perfume dont take into consideration whether the brand is endorsed by a particular celebrity.
Word of mouth publicity is the good source of awareness to the consumers regarding high end perfumes as a good number of people come to know about perfumes through their friends, siblings etc.
One of the reasons for the overall decline of the high end perfume sales in India is that the perfumes are not easily available in the market. There are very few places mostly big malls where one can find such branded and authentic perfumes.
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APPENDICES
Appendix 1 Questionnaire
Hello, I am Imran Mansury from Rizvi Management Institutes, Mumbai. As a part of my academic project, I am presently doing a study in the city of Mumbai on Consumer attitudes and perception towards High End Perfumes. In this context, I would like you to spare some of your valuable time and answer some questions. Thank You.
Name: _____________________________________________
Gender
o Male o Female
Age o 20 - 30 years o 30 - 40 years
Source of Income (Respondent): - Salaried __ Self-Employed __
Monthly Household Income o 40,000 and Above
Imran Salim Mansury
Consumer Attitude and Perception towards High End Perfumes Please tick () mark your answer in any one of the given option.
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Q1) On which luxury item do you spend most of your money on? Rating Scale 1-5 (1-lowest and 5- highest) ACTIVITY Designer clothes Shoes Jewellery Perfumes Watches Pens Leather Products Electronic Gadgets Others 1 2 3 4 5
Q2) Are you fond of perfumes? o Yes o No
Q3) How many High End Perfumes do you have? o 1 o 2 o Or more
Q4) How often do you purchase these Perfumes? o Weekly o Once in a month o Once in 3 months
Imran Salim Mansury
Consumer Attitude and Perception towards High End Perfumes Q5) How often do you wear a perfume? o o o o Twice a day Once in a day Alternate days Occasionally
162
Q6) Kindly give your agreement on the following statements regarding perfumes? Statements Strongly Disagree Disagree Neither Agree or Disagree I think perfumes are a Status Symbol Perfumes enhance my personality It is source of confidence It enhances my Sex Appeal Perfumes are an addiction to me I am allergic to perfumes Perfumes give me a sense of calm and serenity Perfumes keep away bad smell I wear perfumes to reduce stress Others Agree Strongly Agree
Imran Salim Mansury
Consumer Attitude and Perception towards High End Perfumes Q7) Which brand do you recollect when you think of High End Perfumes? 1. 2. 3. 4 5 .6 .8 8
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Q8) Kindly give your preferences according to the following statements. Which makes you buy a High End Perfume? Statements Strongly Disagree Disagree Neither Agree or Disagree I love the fragrance of the perfume I love the color of the liquid of the perfume I end up buying a perfume if it is endorsed by a celebrity I have been tempted by the shape of the bottle I am impressed by the long lasting fragrance of the perfume Originality of the perfume I strongly consider the brand before a purchasing a perfume Higher the price of the perfume I am more likely to buy it More the impact of
Agree Strongly Agree
advertisement of the brand on me I will be more likely to buy that brand
Imran Salim Mansury
Consumer Attitude and Perception towards High End Perfumes I only buy limited edition of perfume brands
164
If a celebrity has his personal brand of perfume I will buy only that perfume A bestselling perfume brand is the one which I would buy. I am always looking for a perfume which has a stylish packaging. I like to experiment with
different types of perfumes I would buy a perfume which is heavily promoted.
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Q11) Rate the following parameters on a scale of 1-5, to know which aspect of High End Perfumes is more important to you while buying it. (where 1= lowest and 5= highest) Product Features Parameters Fragrance of the perfume Shape of the bottle Colour of the perfume Size of the perfume Stylish packaging Brand Parameters Brand Image Trust in the brand Well known brand Store Parameters Store layout Ambience of the store Good sales staff More varieties in the store Marketing Aspect Parameters Promotion Celebrity Endorsement Discount/Offers 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5
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Q9) Rate the following sources on a scale of 1 to 5, in making you aware of the different types of High End Perfumes in the market. (Where 1 = Least and 5 =Very High) Sources (1) Least (2) Low (3) Moderate (4) High (5) Very High Friends/siblings Window shopping Newspaper (review columns) Internet T.V Magazines Radio Perfume launches Exhibitions Others (please specify) _______________
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Q10) Rate on a scale of 1 to 5, what are the reasons of not buying High End Perfumes (where 1=Least Likely, 2=less likely, 3=likely, 4=More Likely, 5= Most Likely) Sources High end perfumes are heavily priced I fear of the perfume being Duplicate Quantity of the perfume is low according to the price I dont buy a perfume because of presence of alcohol in it Strong fragrance in the perfume irritates me Mild fragrance in the perfume irritates me High end perfumes are not easily available in the market 1 2 3 4
5
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Appendix 2 List of Tables (need to format in middle)

Table No 9.3 Table Name Frequency Distribution of Consumer Fondness towards Perfume 9.4 Frequency distribution of consumer fondness towards perfume 9.5 9.6 9.7 Frequency distribution of how often consumer purchase perfume Frequency distribution of consumer wearing perfume Frequency distribution of top 3 most recalled perfume brands 9.9 Anova Analysis on parameters on most money spent on luxury items 9.9 Tukey test on Parameters on most money spent on luxury item. 9.10 Anova Analysis on product parameters impacting purchase of perfumes 9.11 Tukey test on product parameters impacting purchase of perfumes 9.12 Anova Analysis on brand parameters impacting purchase of perfumes 9.13 Tukey test on brand parameters impacting purchase of perfumes 9.14 Anova Analysis on store parameters impacting purchase of perfumes 9.15 Tukey test on store parameters impacting purchase of perfumes 9.16 Anova Analysis on marketing parameters impacting purchase of perfumes 9.17 Tukey test on marketing parameters impacting purchase of perfumes 85 85 84 84 83 83 82 82 81 81 79 80 78 77 Pg.No 76
Imran Salim Mansury
Consumer Attitude and Perception towards High End Perfumes Anova Analysis on parameters on sources of awareness of high end perfume 9.19 9.20 9.21 9.22 9.23 Tukey test on Parameters on sources of awareness of high end perfumes Mean on Consumer perception towards high end perfumes T test analysis on Consumer perception towards high end perfumes Mean on Factors influencing purchase of high end perfumes T test analysis on Factors influencing purchase of high end perfumes 9.24 Mean on Factors repelling from purchase of high end perfumes 9.25 T test analysis on Factors repelling from purchase of high end perfumes 9.26 Descriptive statistics with dependent variable as fragrance of the perfumes 9.27 Two way anova with dependent variable as fragrance of the perfumes 9.29 Descriptive statistics with dependent variable as shape of the bottle 9.29 Two way anova with dependent variable as shape of the bottle 9.30 9.31 9.32 9.33 9.34 9.35 Descriptive statistics with dependent variable as stylish packaging Two way anova with dependent variable as stylish packaging Descriptive statistics with dependent variable as brand image Two way anova with dependent variable as brand image Descriptive statistics with dependent variable as brand trust Two way anova with dependent variable as brand trust 113 114 115 111 112 110 109 108 107 106 102 101 93 95 87 88 86
169
9.19
86
Imran Salim Mansury
Consumer Attitude and Perception towards High End Perfumes Descriptive statistics with dependent variable as well known brand 9.37 Two way anova with dependent variable as well known brand 9.39 9.39 9.40 Descriptive statistics with dependent variable as store ambience Two way anova with dependent variable as store ambience Descriptive statistics with dependent variable as variety in the store 9.41 9.42 9.43 9.44 Two way anova with dependent variable as variety in the store Descriptive statistics with dependent variable as promotion Two way anova with dependent variable as promotion Descriptive statistics with dependent variable as celebrity endorsement 9.45 Two way anova with dependent variable as celebrity endorsement 9.46 9.47 9.49 Descriptive statistics with dependent variable as discount & offers Two way anova with dependent variable as discount & offers Descriptive statistics with dependent variable as fragrance of the perfumes 9.49 Two way anova with dependent variable as fragrance of the perfumes 9.50 Descriptive statistics with dependent variable as shape of the bottle 9.51 9.52 Two way anova with dependent variable as shape of the bottle Descriptive statistics with dependent variable as stylish packaging 9.53 Two way anova with dependent variable as stylish packaging 133 132 131 130 129 127 128 126 125 122 123 124 121 119 120 118 117
170
9.36
116
Imran Salim Mansury
Consumer Attitude and Perception towards High End Perfumes Descriptive statistics with dependent variable as brand image 9.55 9.56 9.57 9.59 Two way anova with dependent variable as brand image Descriptive statistics with dependent variable as brand trust Two way anova with dependent variable as brand trust Descriptive statistics with dependent variable as well known brand 9.59 Two way anova with dependent variable as well known brand 9.60 9.61 9.62 Descriptive statistics with dependent variable as store ambience Two way anova with dependent variable as store ambience Descriptive statistics with dependent variable as variety in the store 9.63 9.64 9.65 9.66 Two way anova with dependent variable as variety in the store Descriptive statistics with dependent variable as promotion Two way anova with dependent variable as promotion Descriptive statistics with dependent variable as celebrity endorsements 9.67 Two way anova with dependent variable as celebrity endorsements 9.69 9.69 Descriptive statistics with dependent variable as discount & offers Two way anova with dependent variable as discount & offers 149 148 147 144 145 146 143 141 142 140 139 135 136 137 138
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9.54
134
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Appendix 3 List of Figures

Figure No 9.1 9.2 9.3 9.4 9.5 9.6 9.7 Figure Name Gender Distribution across the Sample Age Distribution across the Sample Consumer fondness towards perfumes Count of high end perfumes owned by consumers Frequency of purchase of perfumes Frequency of wearing perfumes Frequency of 3 most recalled perfume brands Pg No
74 75 76 77 78 79 80
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Appendix 4 List of Images

Figure No
3.1
Image Name An old perfume still on display at Fragonard Bvlgari Gucci Giorgio Armani Azzaro Burberry Hugo Boss Calvin Klein Versace Davidoff D&G
Pg No
18 54 55 56 57 58 59 59 60 61 62
5.1 5.2 5.3 5.4 5.5 5.6 5.7 5.8 5.9 5.10
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BIBLIOGRAPHY
Books referred:Kotler, P. (Millennium Edition) Marketing Management
Reports & Articles:AT Kearney, 2010- 2011, Report on Flavors and Fragrance Industry Frost & Suvillan India, 2010, Report on Fragrance Global Luxury Goods Market, 2010, Report Hindustan Times Publications. 2010, Global brands follow strong India scent Tillar, M. 2011, Belles Lettres: The Magazine
Online websites:Retrieved from http://www.fragrantica.com Retrieved from http://www.euromonitor.com Retrieved from http://www.worldfragrance.com Retrieved from http://www.kpmg.com
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A Project Report on

Consumer Attitude & Perception towards High End Perfumes

in partial fulfillment of the requirement of Master of Management Studies (MMS)

Rizvi Institute of Management Studies & Research

DR. KALIM KHAN

Imran Salim Mansury Roll No. 39 MMS Marketing

Imran Salim Mansury Roll No. 39 Batch of 2009 11 MMS Marketing

Consumer Attitude and Perception towards High End Perfumes

__________________________ Dr. Kalim Khan Project Guide Director RIMSR

Consumer Attitude and Perception towards High End Perfumes

CHAPTER 1 LUXURY MARKET

Imran Salim Mansury

Rizvi Institute of Management Studies & Research

Consumer Attitude and Perception towards High End Perfumes

Imran Salim Mansury

Rizvi Institute of Management Studies & Research

Consumer Attitude and Perception towards High End Perfumes

Imran Salim Mansury

Rizvi Institute of Management Studies & Research

Consumer Attitude and Perception towards High End Perfumes

Imran Salim Mansury

Rizvi Institute of Management Studies & Research

Consumer Attitude and Perception towards High End Perfumes

Imran Salim Mansury

Rizvi Institute of Management Studies & Research

Consumer Attitude and Perception towards High End Perfumes

1.1 High End Product Brands

Imran Salim Mansury

Rizvi Institute of Management Studies & Research

Consumer Attitude and Perception towards High End Perfumes

Imran Salim Mansury

Rizvi Institute of Management Studies & Research

Consumer Attitude and Perception towards High End Perfumes

Imran Salim Mansury

Rizvi Institute of Management Studies & Research

Consumer Attitude and Perception towards High End Perfumes

Imran Salim Mansury

Rizvi Institute of Management Studies & Research

Consumer Attitude and Perception towards High End Perfumes

CHAPTER 2 INDIAN LUXURY MARKET

2.0 Introduction to Indian Luxury Market

Consumer Attitude and Perception towards High End Perfumes

Imran Salim Mansury

Rizvi Institute of Management Studies & Research

Consumer Attitude and Perception towards High End Perfumes

2.1 Growth of Indian Luxury Market

Imran Salim Mansury

Rizvi Institute of Management Studies & Research

Consumer Attitude and Perception towards High End Perfumes

Imran Salim Mansury

Rizvi Institute of Management Studies & Research

Consumer Attitude and Perception towards High End Perfumes

Imran Salim Mansury

Rizvi Institute of Management Studies & Research

Consumer Attitude and Perception towards High End Perfumes

Imran Salim Mansury

Rizvi Institute of Management Studies & Research

Consumer Attitude and Perception towards High End Perfumes

CHAPTER 3 OVERVIEW OF PERFUMES

3.1 History of Perfumes

Imran Salim Mansury

Rizvi Institute of Management Studies & Research