A STUDY OF CONSUMER BUYING BEHAVIOUR TOWARDS PERFUME

A STUDY OF CONSUMER BUYING BEHAVIOUR TOWARDS PERFUME

A.MUHAMMED USUF SUHAIL ¹ & DR.K. SASIREKHA²

1MBA Student, School of Management Studies,

Sathyabama Institute of Science and Technology, Chennai, Tamil Nadu, India

2Assistant Professor, School of Management Studies, Sathyabama Institute of Science and Technology, Chennai, Tamil Nadu, India

Introduction

Perfumes have transcended their functional purpose of providing a pleasant fragrance; they have become expressions of personal identity, luxury, and style. The fragrance industry is a dynamic and ever-evolving sector of the global market, heavily influenced by the complex behaviors and preferences of consumers. Understanding consumer buying behavior concerning perfumes is crucial for businesses in this industry to tailor their products, marketing strategies, and customer experiences effectively. This knowledge empowers perfume manufacturers and retailers to cater to the diverse needs and desires of their target audience.

Objectives

Ø    To Analyze consumer preferences and current market trends related to perfumes, including fragrance types, packaging, and brand associations.

Ø    To Identify the key factors influencing consumers' purchasing decisions, such as brand reputation, scent longevity, pricing, and social media influence.

Ø    Develop targeted marketing strategies that align with consumer preferences, utilizing insights to enhance product positioning, promotional activities, and packaging to maximize appeal and drive sales.