Perfume Consumption in India: An Exploratory Study

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Author(s): David James Bamber (University of Bolton, UK)and Clay Alex Gransden (Liverpool Hope University, UK)
Copyright: 2019
Pages: 25
Source title: Exploring the Dynamics of Consumerism in Developing Nations
Source Author(s)/Editor(s): Ayantunji Gbadamosi (University of East London, UK)
DOI: 10.4018/978-1-5225-7906-9.ch004

Keywords: Business & Management / Business Science Reference / Consumer Management / Marketing

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Abstract

Perfumes have been important in India for millennia and so have the stories connected with them. The perfume business in India is worth billions ($). A background from which the Indian perfume industry can be understood in terms of the Berger's STEPP model, the consumers' cognitive schemas, consumers' behaviors, and the story of the product, brand, and their customers' stories. Three sets of themes—product perceptions, concerns, and consumers' lifestyle—are identified, each with their own sub-themes that are antecedents to perfume purchasing behavior. Segments in the Indian perfume market are also identified. Each consumer segment has their own behavioral nuances and they consider different aspects of the perfume product taking into account their own income and aspects of the three themes and 19 sub-themes. It is important for perfume marketing managers to consider each aspect of the STEPPs modeland for the Indian government to locate and develop a “Place of Perfume” within India that will eventually challenge the region of Grasse in France as the global perfume marketplace.

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Perfume Consumption in India: An Exploratory Study

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