Perfume Behaviours Essay

AbstractWearing odourise has been becoming much popular among immature ladies. There argon thousands of burdens in market and for each bingle young lady pervert substances concent come out on variant ingredients. much(prenominal) as sense of smells, package, advertizings and so on. Therefore, this piece of question is to survey the lynchpin factor for consumers get perfumes. This look into is conducted by qualitative Research and Secondary research. Qualitative researches ar Elite Interview, Generic Interview and Observation. It up resignd to prove my hypothesis is reliable and this research is ended with some recommendations concern with this research.BackgroundAs perfume is regarded as unrivalled(a) of the biggest Fast Moving Consumer Good (FMCG), revealed by 1371 different types of perfume be s over-the-hill in Selfridges & co and annual global perfume industry sales revenue was $27.5 billion. a kindred data shows number of perfume home runs carried by US department stores change magnitude from 756 to 1160 between 2002 and 2010. (Statistic Brain, 2012) One short movie shows that when Marilyn answered a question in an interview about What do you wear to bed? She said safe a few drops of N5 (Chanel2012, 2012) For some females perfume it seems give care a cloth and plays an essential subprogram in womens occasional life. Wearing a special fragrance derriere be ane of lifes capacious personal pleasures. Perfumes can evoke memories, to enamour you to a nonher place, an otherwise time.Perfumes can make you feel sexy, flirty, and happy. (PR, 2012) The research shows the great Valentines Day gift is perfume. Mary Ellen Lapsansky, Vice President of The bouquet Foundation said One drop of fragrance can swear it all, do it all.(PR, 2012) However, how can consumers decide which perfume to choose? Which factors can wreak the drillr for purchasing perfumes? There are a huge criterion numbers of advertisements in market. It seems like that advertisement or other commercialised actions guide consumers to buy perfumes.Take Chanel No.5 as an apt example. In the 1990s, calculate reveals more money spent advertising Chanel No.5. It has been estimated, run low year, that more than $20 million is spent annually on marketing for Chanel No.5. In last year the sale revenue for Chanel No.5 was 1.809 billion. (Nessymon, 2012) We remove to acknowledge that there are many factors in mind of users which induce them to purchase a picky perfume. Some of these factors are fragrance, price, packaging, brand loyalty, feature and habit. Therefore, the prime objective of my muse is to analyze the effect of various factors on buying mien of users. methodologyThis research is conducted by Qualitative research. Qualitative research methods contained three part Elite interview, Generic interview and Observation. Firstly, 1 sale person at Churchill Square in Brighton and two more sale spate at Selfridges & co has been in terviewed with some questions about what are the factors leave behind work on the user for purchasing perfumes and their personal view on the hypothesis of this research has been asked. Secondly, 20 female consumers at Selfridges & co have been interviewed by Generic interview with their opinion on user buying behavior towards perfumes and agree or disagree with the hypothesis. Furthermore, an observation had carried out at extracurricular of Churchill Square, which observe the number of women who were wearing perfumes out of 50 women who passed by the opening of Churchill Square. In the meanwhile, their age ranges were being observed.ResultsResults of observationOutcome of observation distant of the Churchill Square was 31 out of 50 passers-by who is women wearing perfumes. Their age is that it looks like among 15-year-old and 30-year-old.Results of generic interviewThe following draw gives the information of generic interview with 20 respondents about evaluate of importa nce factors when you purchase a perfume. The rating is from 1 to 5(1 for least important and 5 for around important) with sextet factors (Aroma, Price, Packaging, Brand, Quality and Habit). picIt obviously shows that 17 respondents conceptualise flavour is one of the most important factors allow mold their purchasing decisions, while only 1 person esteem fragrance is not an essential factor. Most Respondents think price may influence their decisions nevertheless not quit essential, thence most rating gather around 1,2and 3. Both 12 respondents rate 3 and 4 for packaging and habit. Last, most people rate 4 and 5 for both brand and quality. picThis pie chart reveals that 57% of respondents leave be influenced by discounts or free gifts, while another 43% are in the other side. picAs can be seen from the above picture 6 respondents consider samples of perfume counters not influence their choice, but 9 more respondents consist samples of perfume counters can or may influence t heir decisions. Then there are 10 respondents consider advertisement or brand ambassador can affect their buying behavior and one more respondents do not think so. Last, all my respondents use the famous brand perfumes, like Chanel, Dior, YSL, GivenchyResults of elite interview with three sales peopleThree sales people are interviewed with question about what will influence consumer buying behavior. Three of them are all thinking aroma is important. Consumer is not going to buy something that smells bad. smell is a powerful rooster for apricot brands, especially for perfumes. Additionally, they all think that most consumers are not care about the price of perfumes, because they think perfume plays a role of necessities in most peoples daily life or most consumers buy it as a gift. Then, one of them mentioned ingredient is important. Whether is this perfume suitable for sensitive skin persons or not.Besides, one of three think beautiful package, advertisements and brand story are all including commercial way, it has tinct on sale numbers but not actually essential, especially for homogeneous level brand perfumes. While, another two sales place advertisements or brand can influence consumers buying decisions. Furthermore, one of them mentioned touch of perfume also is a factor for consumer buying towards perfumes. Some consumers will come and say they want to have a perfume with squirt color or they need a yellow one. They do not think free gifts can influence consumers decisions. One of them said when a consumer buy a perfume, he or she always can extend a huge number of perfume samples. however discounts can charismatic more consumers.DiscussionAll the above the analysis, the hypothesis is true. There are various reasons may influence the user for purchasing perfumes. No doubt, aroma is important. Consumers are not going to buy bad smell beauty product. Scent is a powerful tool for beauty brands, especially for perfumes. Besides, Scent can directl y affect the caprice of consumers. Nobody wants to buy a bad fragrance perfume and lead them into a sadly mood. merchandising is another cannot be ignoring factors. Almost half per cent respondents think advertisement or brand ambassador would influence their decisions. Also perfume companies devote much money on advertisements and take many actions build brand loyalty. In addition, all my respondents are all use perfumes with famous brand. wish well Chanel, Dior, Givenchy, YSL. It reveals more investment on advertisements attract more consumers. But contender for same level brand. When you go to Harrods which is a very famous shop mall located in London and all perfumes show in Harrods are famous with exalted quality.If before go there you do some research and want to buy a perfume which is one famous singer uses or is a very world-known brands. Sadly, you forget the reach of the brand or the package of perfume. You also can pick up one suitable perfume without that informati on when you walking around the perfume gallery. Perfume is not same as clothes or shoes. bulk do not need follow fashion trend to buy perfumes they just need choose one most suitable one for themselves or pick up one suitable perfume use in a suitable atmosphere. However, there are some fans will buy same perfume as their favorite singer or actors due to they want to closer with their idols. Thus, marketing is lowly. Except aromas and marketing, there are other factor has effected on buying behavior towards perfumes. 23% respondents never change the brand of their perfumes shows that habit has the impact on buying decisions.41 per cent of respondents change perfumes seasonally reveals that weather, life experiences or mood may change peoples taste or necessary of different fragrances. Additionally, age is one of other factors. Like many young ladies may choose the Chanel but many older ladies prefer the old brand perfumes. Color of perfume also can change consumers buying decisio ns. If my packaging and claims are ghastly, does my product smell blue? Successful products make these full-circle sensory connections clear to consumers. Price is not a sensible impact factor and free gifts or discounts may increase volume of sales but is small. Therefore my hypothesis is true. Fragrance is key factor for purchasing and marketing is secondary. However, it also exits many other factors can effect consumer buying actions.ConclusionThis research is reliable. But it exits several problems in my research. Firstly, I do the observation at weekend and outback(a) of a shopping mall. Some people just use perfumes during workdays or use it only at weekend. Besides, I may neglect someone who is victimisation a real pale fragrance. Thus the data is not very precise. Actually, I need take a quantitative research. Secondly, my research did at Selfridges & co and Churchill Square. Both of these two shopping centers are for high shopping level consumers. It means most respo ndents have similarity scotch background and most of them use perfumes of luxury brand and do not really care about price or quality (as quality is the same). They also may more concentrate on brand story. Last, the unmistakable buying actors towards perfumes can vary from different culture background and different countries. However, this research is reliable due to the result collected would be same or similar if another research with the same hypothesis is wear out.RecommendationFor my research, I should do a quantitative research. Such as do an on-line survey. My observation should not only do outside a shopping center at weekend, I need do more at different locals and time. For perfume companies, we have to acknowledge that aroma is a key factor for consumers. Marketing (advertisement and brand ambassador) for perfume is secondary important. Although it not as essential as the clothes, shoes or other fashion products.As my first research is based on perfume of famous brand, it shows advertisements have tiny impact on product sales. But for lower brand it may opposite. Thus, I should do further research including diverse levels of brand. Then perfume manufactories should distill perfume from natural intergradient. They should take some actions related color of perfumes and package to fragrances of perfumes. This piece of research shows young ladies whose age between 15 and 30 buying behavior towards perfumes, but females on distinct ages with diverse life experience may have different consuming actions. I need collect information from panoptic age period.BibliographyA SENSORY JOURNEY FRAGRANCE IN brand 2012, Global Cosmetic Industry, 180, 5, pp. 48-54, business line Source Elite, EBSCOhost, viewed 1 December 2012Chanel (2012) Marilyn and N5 Inside Chanel Available at http//www.youtube.com/user/chanel?feature=results_main (Accessed check 2012/11/27)PR, N (2012), Going shopping for a fragrance? male parentt know what to choose? Let the Certified Fra grance sales Specialist be your guide, PR Newswire US, 21 June, Regional Business News, EBSCOhost, viewed 1 December 2012PR, N (2012) The Great Valentines Day endow Dilemma Question What Gift Says It All, Does It All, in One Pretty megabucks? Answer Fragrance, Fragrance, Fragrance, PR Newswire US, 2 February, Regional Business News, EBSCOhost, viewed 26 November 2012.Statistic Brain(2012) Perfume Industry Statistics Available at http//www.statisticbrain.com/perfume-industry-statistics/ (Accessed2012/11/28)FRAGRANCE strain 2012, Global Cosmetic Industry, 180,8, p.12, Business Source Elite, FBSCOhost, viewed 1 December 2012.Nessymon (2012), Analyzing advertise Chanel No.5 The Film Available at www.nessymon.com (Accessed December, 2012).