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A Report On

Marketing Strategy of Perfume World in the Light of Consumer


Behavior in Bangladesh

Course name: Consumer Behavior


Course code: 424

Submitted To
Muhammad Intisar Alam
Assistant Professor,
Department of Marketing,
University of Dhaka.
Submitted By
GROUP- MYSTIC
Sl.
N
1
2
3
4
5
6
7
8
9
10
11

NAME

ROLL

Jamal Hosen
Subrata Kumar Shil
Saikat Sen Gupta
Md. kutub Uddin
Anisur Rahman chowdhury
Khadija Akhter Rupa
Prosanjit Biswas
Md. Mosleh Uddin
Mahmuda Akter Lima
Tahmina Akhter
Md. Muniruzzaman

129
29
109
111
117
107
139
143
121
199
257

Section: A, BBA 18TH Batch


Department of Marketing,
University of Dhaka.

Date of Submission: 2 December, 2015.


nd

LETTER OF TRANSMITTAL

Transmittal
December 2, 2015
Muhammad Intisar Alam
Assistant Professor,
Dept Of Marketing
University Of Dhaka.
Subject: Submission of Term Paper.
Dear Sir,
We have completed this term paper as a part of our curricular program. The paper has been
compiled as per your requirements. It gives us immense pleasure to tell you that working on
this paper has given us a wide range of exposure. We are thus submitting this report with the
hope that it lives up to your satisfaction.
However we would be glad if you enlighten us with your thoughts and views regarding the
report. In addition, if you wish to enquire about any of the aspects of the report, we would be
glad to answer your queries.
Sincerely
Jamal Hossain
( Group Leader, On behalf of Mystic )
ID: 129

ACKNOWLEDGEMENT
The successful completion of this assignment has seen many helping hands, without which
this would have been next to impossible. However, the space involved does not allow us to
mention everybody individually.
At first, all glory and honor is for Allah, the Supreme Being who bestowed profound
perseverance and ability on us to accomplish this work.
We would like to express our profound and cordial gratitude to our honorable course
teacher. As he has given us the chance to deal with such an interesting topic, we would like
to offer thanks to our course teacher Muhammad Intisar Alam.
We would also like to show our gratitude to another person who has helped us understand
different practical aspects in context of consumer behavior of Perfume World. Without his
helping hand we could not be able to make this report. He is Md. Tanvir Alam positioned as
brand manager at Perfume World.

Muhammd Intisar Alam


Assistant Professor
Dept. of Marketing
University of Dhaka

Md. Tanvir Alam


Brand Manager
Perfume World

Special & Grateful acknowledgement goes to our parents who enabled us to perform such
activities.
We enjoyed a lot to prepare this following interesting topic.
Last of all, we would like to thank our group members of this course for their outstanding
contribution.

Contents
Executive Summary................................................................................................................................. 7

Introduction ............................................................................................................................................ 8
Objectives ............................................................................................................................................... 8
Market Analysis....................................................................................................................................... 8
Perfume World........................................................................................................................................ 9
Competitors of Perfume world ............................................................................................................... 9
Conditions of Perfume World ................................................................................................................. 9
Marketing Mix of Perfume World ......................................................................................................... 10
Product .............................................................................................................................................. 10
Price .................................................................................................................................................. 14
Place .................................................................................................................................................. 14
(Banglaperfumes.com.bd, 2015) ...................................................................................................... 15
Promotions........................................................................................................................................ 15
Process .............................................................................................................................................. 15
People ............................................................................................................................................... 16
Physical Evidence .............................................................................................................................. 16
Gender role ........................................................................................................................................... 16
Perception Formulation ........................................................................................................................ 16

Print Media: .............................................................................................................................. 17

Tvc at shopping mall: ................................................................................................................ 17

Digital Marketing: ..................................................................................................................... 17

Stimulus Factor ..................................................................................................................................... 17


Fragrance: ......................................................................................................................................... 17
Color: ................................................................................................................................................. 17
Packaging: ......................................................................................................................................... 18
Size: ................................................................................................................................................... 18
Attitude Change Strategy of Perfume World ........................................................................................ 18
Original Belief .................................................................................................................................... 18
Changing Belief ................................................................................................................................. 18
Market Segmentation ........................................................................................................................... 19
Regional ............................................................................................................................................ 19

Demographic ..................................................................................................................................... 20
Psychographic ................................................................................................................................... 20
Estimation of current total potential customers of Perfume World .................................................... 21
Population ......................................................................................................................................... 21
Learning about Perfume World by end user......................................................................................... 21
Operant Conditioning ....................................................................................................................... 22
Purchase Motive ............................................................................................................................... 22
Maslows Hierarchy of Need ................................................................................................................. 23
Influence and Reference Group ............................................................................................................ 23
Word-of-mouth ..................................................................................................................................... 24
Self-oriented value ................................................................................................................................ 24
Religious/secular: .............................................................................................................................. 24
Postponed/immediate gratification: ................................................................................................ 24
Environment-oriented value ................................................................................................................. 24
Traditional/change:........................................................................................................................... 24
Risk taking/security: .......................................................................................................................... 24
Performance/status: ......................................................................................................................... 25
Other-oriented value ............................................................................................................................ 25
Individual/collective: ......................................................................................................................... 25
Youth/age: ........................................................................................................................................ 25
Masculine/feminine: ......................................................................................................................... 25
Diffusion of innovation ......................................................................................................................... 25
Innovators: ........................................................................................................................................ 26
Early adopters: .................................................................................................................................. 26
Early majority: ................................................................................................................................... 26
Late majority: .................................................................................................................................... 26
Laggards: ........................................................................................................................................... 26
Motivational Conflict ............................................................................................................................ 27
Approach-Approach conflict: ............................................................................................................ 27
Consumer Decision Process .................................................................................................................. 27

Problem Recognition:................................................................................................................ 27

Information Search: .................................................................................................................. 27

Evaluation of Alternative: ......................................................................................................... 28

Purchase Decision: .................................................................................................................... 28


5

Post Purchase Behavior: ........................................................................................................... 28

Recommendation for Perfume World (Based on Marketing Mix)........................................................ 28


Consideration of Price Sensitivity of People of Bangladesh: ............................................................ 28
Intensive brand awareness program ................................................................................................ 28
Increasing the number of outlet: ...................................................................................................... 29
Participation in the event sponsorship: ............................................................................................ 29
Conclusion ............................................................................................................................................. 29
References and Bibliography ................................................................................................................ 30

Executive Summary
We as a group Mystic were assigned to analyze the marketing strategy of Perfume World
based on consumer behavior. So in this report, we have tried to describe the analysis of the
consumer behavior of the Perfume World. Firstly, this report has tried to state a brief
company profile of Perfume World and its key competitors. Then going through this report,
we would be able to define the marketing mix strategy taken by Perfume World based on
consumer response to their business activities. After then, this has clarified the self-oriented,
environment-oriented, and other- oriented value of the customers of the customers of
Perfume World. Population distribution of the Perfume World has been showed in this report.
In addition to, consumer decision process of customers regarding perfume in context of
Perfume World as well as it also describes the motivational conflict of the customers of the
Perfume World. Besides, this report has clarified the attitude change strategy, market
segmentation strategy, and market segmentation variables of the Perfume World. At last,
some recommendation for the Perfume World has been attached in this report.

Introduction
An understanding of the needs and behaviors of consumers is an intrinsic component of the
development and implementation of successful marketing actions. Specific topics address the
consumer decision process; situational and perceptual influences in consumer evaluation of
marketing messages, products and services; motivation, learning and memory, personality,
attitude and attitude change in marketing contexts; the influence of consumer demographics;
and contextual influences on consumer behavior, including that of the online consumer. We
will cover up consumer behavior analysis of perfume world. How they are applying the
concept of consumer behavior in perfume industry. Besides, this report will also describe
implications related to consumer the Perfume World in its practical journey in the Perfume
industry. We will also able to understand the marketing strategy regarding consumer behavior
taken by Perfume World to occupy a position in the target customers.

Objectives
Here our principal objective in making this report is to learn how the company named as
Perfume World applying the concept of consumer behavior in its business strategy.
Objectives behind making this report have been mentioned below:
Learning the marketing mix strategy of Perfume world based consumer behavior.
Explaining and illustrating the major influences on customer choice of perfume.
The process of human decision making complexity regarding perfume.
Understanding the whole process through which Perfume World is performing in the
market in context of perfume world.
Understanding the promotional strategy planned and executed by perfume world to
attract, motivate the purchase decision of customers regarding perfume.
Understanding the factors which stimulate the customers motive to purchase perfume
from the Perfume world.

Market Analysis
Market analysis refers to those actions which are associated with examining the own
company profile, competitors profile, and external situations etc. Here as our term paper is

completely based on Perfume World, we have done a short analysis of Perfume World,
competitors of Perfume World, and the consumer groups.

Perfume World
Perfume world is basically a retail organization which sells various kinds of perfumes of
different renowned brand all around the world to the end user. Perfume World is a kind of
retail organization owned by a company named as Bangla perfumes. In fact, Bangla Perfume
works with other 25 different companies in the perfume industry. Bangla Perfume is basically
playing the role of distributor here in the perfume industry of Bangladesh. So Perfume World
is a retail organization completely owned by Bangla Perfume. Besides this Perfume World
was established by two founders named as Khondokar Nazrul Islam and Zakir Hossain.
Perfume World started its journey in the perfume industry of Bangladesh in 2008 through
opening a show room in Bashundhara city at level 6. It basically imports its the various kind
of luxury perfume brand from different countries.

Competitors of Perfume world


Here we mentioned that Perfume World entered in the perfume industry in 2008. At that time
Perfume World was only the retail organization which deals with the end user directly. It has
got the first mover advantage in the perfume industry. At that time the key competitors of the
Perfume World was Paris Perfume which belongs the company Prestige Bengle. Paris
Perfume was the retail organization of Prestige Bengle. Paris Perfume owned by Prestige
Bengal stayed in the market till 2013. Then they started another retail organization named as
The Beauty Shop which is not completely based on perfume. They have diversified product
line like cosmetics, and skincare etc. along with perfume. So in this scenario, the Beauty
Shop can be claimed as the key competitor of Perfume world.

Conditions of Perfume World


Perfume World can be described as a market leader in the perfume industry of Bangladesh.
At present Perfume has got a very limited exposure to the target market. But they are going to
install a massive change in their marketing strategy. Their promotional activities are not that
massive like the big MNC. After an interview with the brand manager of the perfume world
named Md. Tanvir Alam, he confirmed us that they are going to start an online based massive
marketing strategy like email marketing, social media marketing etc. to attract the right target
segment.
9

Marketing Mix of Perfume World


Product
Product mix includes the all product offered by the perfume world. There are sub categories
in the product mix. They are as follows:
Product Line and width: There is only single product line in Perfume World. They
offer only perfume to their customers. So their product line and width are same as
product width refers to the total numbers of product line.
Product Mix Length: Product mix length pertains to the number of total products or
items in a company's product mix. The product mix length of the Perfume World is as
follows:
Brand name

Origin of Brand

Production of Brand

Gucci

Italy

France,

Italy,

UK,

and

Italy,

UK,

and

Germany
Dolce & Gabbana

Italy

France,
Germany

Escada

France

France, and Germany

Hugo Boss

Germany

France, Germany, and UK

Burberry

United Kingdom

France, and UK

Versace

Italy

Italy, and Franace

Lacoste

France

France, Germany, and UK

Azzaro

France

France

Moshchino

Italy

Italy, and France

Jimmy Choo

United Kingdom

UK, and France

Mont Blanch

France

France, and UK

Thierry Muglar

France

France

Table 01: Product Mix Length of Perfume World


Product mix depth: Depth of a product mix pertains to the total number of variations
for each product. Variations can include size, flavor and any other distinguishing
characteristic. The product mix depth of Perfume World is as follows:

10

Gucci

Dolce

& Hugo Boss

Burberry

Lacoste

Azzaro

Gabbana
by Dolce&Gabbana Hugo

Gucci

Gucci EDP

Light Blue Male

Boss My Burberry

Bottled

Eau

de Chrome EDT

Lacoste Pour
Femme

by Dolce&Gabbana Hugo

Gucci

Gucci EDT

Light

Boss Brit Man

Blue Bottled Night

Gucci

Boss Brit

Pour Light Blue Male Bottled Sport

Women Eau

EDT

de Chrome

Lacoste Noir

Sport

Limited Edition

Homme
Gucci

United

Sensuelle

by Dolce&Gabbana Hugo

Gucci

de Chrome

Lacoste

Female
Gucci

Eau

by Dolce&Gabbana Boss Mavie


PH Light

Sport

Brit

Blue

Women Eau

EDP

de Chrome

Lacoste Blanc Legend

Female Limited
Edition

Gucci Guilty Dolce&Gabbana Boss Nuit

Brit

Pour Homme

EDP

Male

Sheer Eau

de Pour Homme

Lacoste
Rouge

Gucci Guilty Dolce&Gabbana Boss Jour


Female

Brit Rhythm Eau

Pour Femme

Man

Gucci Guilty Dolce&Gabbana Boss


Limited

Pour

Editon Male

Intense

Man Intense

Gucci Guilty Dolce&Gabbana Boss


Limited

Dolce EDP

Lacoste Vert

Nuit Brit Rhythm Eau

Femme Intense

Women

Lacoste

Elixir

de Pour Homme

Lacoste Blue

Brit Rhythm Eau

Lumineance

de Pour Homme

L'eau

de Pour Homme
Big Night Time

Bang

Editon
Female
Gucci Envy

Dolce&Gabbana Boss
Dolce EDT

Brit Rhythm Essential

Duo Man

Nuit,Jour,Mavie Women
Runway

Floral EDT

Collection
Gucci

Dolce&Gabbana Boss

Gardenia

The One Man

Orange Brit Splash

Man

Essential

Duo Women

Sport

Collection
Gucci Flora Dolce&Gabbana Boss

Orange London Man

Touch

of Club Man

11

Garden

The One Man Women

Pink

Collection

Limited Edition

Gucci

Dolce&Gabbana Boss Orange in London

Premire

The

EDT

Gentleman

Gucci

Dolce&Gabbana Boss

One Motion

Premire EDP The One Sport

Joy of Pink

Club Women

Love of Pink

Decibel EDT

Women
Femme Touch Man

EDP

Gucci Made Dolce&Gabbana Hugo Green

Touch

Challenge

to Measure

Intenso

Women

Gucci

Dolce&Gabbana Hugo Red

Weekend

Challenge

Bamboo

Rose The One

Man

Refresh

Dolce&Gabbana Hugo
L'eau The One

Just Weekend

Different

Pour Femme

Women

Dolce&Gabbana Hugo Element

Pour Homme

Elegence

Pour Femme

Lacoste Live

The One EDP


Hugo Women

Male
Hugo XX

The Beat Man

Hugo XY

The

Beat

EDP
Hugo

Boss The

Beat

Selection

EDT

Hugo Boss Soul

Body EDP

Hugo Deep Red Body EDT


EDP
Body

EDP

Intense
Body Tender

Table 02: Product Mix Depth of Perfume World

12

Escada

Versace

Moschino

Jimmy Choo Mont

Thierry

Blanch
Especially

Pour Homme

Forever Man

Eros

Escada EDT
Especially

Choo Star Walker

Alien Edp

Choo Legend Man

Alien EDT

EDP

Escada EDP
Especially

Jimmy

Muglar

Eau Frachie

Forever

Jimmy

Sailing Man

EDT

Pink Bouquet

Jimmy

Escada Elixir
Escada

Eros

Absolutely

Femme

Pour Glamour

Choo Legend

Man

Intense

Blossom

Legend

Man Angel EDP


Pour Angel EDT

Femme

Me
Escada

Bright Crystal

Desire Me

Trosours

Flash Femme Legend

Glamour

EDP

Man Angel Man -

Special

A Man

Edition
Escada

Bright Crystal Chip & Chick

Incredible

Absolu

Exotic EDP

Individuel

Innocent

Man

Me
Escada Joyful

Yellow

Chic Petals

Diamond
Escada

Yellow

Tarquis

Diamond

Summer

Intense
Crystal

I love Love

Womanity

Individuel

EDT

Presence Man

Womanity
EDP

Noir Happy Fizz

EDP
Crystal

Femme

Noir Light Clouds

Presence Dune Alien


Femme

Extraordinary

Emblem

Alien

EDT
Versus

Necter

Divine
Funny

Emblem
Intense

Versance

Femme

de

Mont Blanc
Versace

Homme

Women

Exceptional

Table 03: Product Mix Depth of Perfume World (Banglaperfumes.com.bd, 2015)

13

Price
Price includes the monetary value which is given up by customers to purchase a product.
Price of different brands varies depending on the size, quality, and brand itself. The minimum
price in the Perfume World starts from 1800 tk. The maximum price for different brands is up
to 25000 tk.

Place
It refers to the availability of the product for the end customers. As the Perfume world is a
kind of retail organization, it has selected three different regions for making its product
available to the end users. The regions are Dhaka, Chittagong, and Sylhet. They are offering
various renowned brands to the end user through maintaining ten show rooms in Dhaka,
Chittagong, and Sylhet. They are controlling 6 outlets in Dhaka, 2 in Chittagong, and 1 in
Sylhet. The list is as followed:
Outlets in Dhaka
Banani
Chandiwala Mansion, House # 32, 1st floor, Block G, Road # 11, Banani, Dhaka 1213.
Bashundhara City Outlet
Shop No. 1 & 2, Block A, Level 6, Bashundhara City Shopping Complex, Panthopath,
Dhaka.
Dhanmondi Outlet
Shop # 216-217, Plaza AR (1st Floor), Road # 14 (New), Dhanmondi, Dhaka 1209.
Uttara Outlet
Shop # 29, Polwel Carnation, Level 1, Plot # 9/B, Sector 8, Uttara, Dhaka 1230.
Gulshan Outlet
Shop # 6 (1st Floor), Navana Tower Shopping Complex, 45 Gulshan Avenue, Gulshan 1,
Dhaka-1212.
Uttara Outlet
Shop # 29, Polwel Carnation, Level 1, Plot # 9/B, Sector 8, Uttara, Dhaka

14

Outlets in Chittagong
Afmi Plaza
Shop # 247 (2nd Floor), Afmi Plaza, Baizid Bostami Road, Panchlaish,Chittagong.
Nasirabad
Shop # 202 (2nd floor) ,Younusko City Center, Nasirabad, Chittagong.
Sylhet Outlet
Shop # 172-173 (1st floor), Al-Hamra Shopping City, Zinda Bazar, Sylhet.

(Banglaperfumes.com.bd, 2015)
Promotions
In fact, Perfume World doesnt go for massive promotional activities. We never see any add
of Perfume World. But they are focusing on digital marketing like email marketing, sicial
media marketing etc. highly. They also sometimes make tvc which is advertised in different
shopping mall like Bashundhara city, Afmi Plaza etc. They basically focus on magazine ad
highly. Among the different magazines, Ice Today is little expensive than other magazines.
During various occasions like Eid, Puja, and Pohela Boishak Perfume World takes print
media promotion to increase the traffic in their stores. They provide ad in the newspaper like
Prothom Alo, and Daily Star etc. They also provide customer promotions like customers who
possess the debit Card of City Bank and Standard Chartered Bank receive discounts during
the promotional offers.

Process
Bangla Perfume is based on distribution. They are not involved in manufacturing any kind of
privet label brand. They are licensed with many renowned organizations which are
established in different countries like United Kingdom, France, Germany, and Spain etc.
They simply import various brands like Avon, Lacoste, and Versace etc. from the renowned
companies. Then they make product available to the end user through distributing the brands
to Perfume World. They make every import after the regular intervals of 3 or 4 months. One
brand named Hypnoses is continuously innovating their product shape, size, color, and
fragrance within 3 or 4 months.

15

People
As Bangla Perfume is a small retail organization, the size of the employee working at
Perfume World is low. Now there are almost 55 employees working in Perfume World from
top management to front line employees.

Physical Evidence
As Perfume world is involved with retailing the luxury perfumes to the end user, it focuses on
building sophisticated outlook of the outlets. Their each and every out is highly decorated.
The lighting and the brand display are highly sophisticated.

Gender role
Basically Perfume World does not offer any separate brand for any particular gender. They
provide brands for each gender. The brands which are being provided by the Perfume World
contain two categories. One category of a particular brand is offered to male. And another
category of the same brand s offered to female.

Perception Formulation
Perfume World has created positive brand image as a retail organization through different
kinds of exposure to the target market. They basically use three kinds of medium for
exposing themselves to their target audience. They are as follows:

Tvc at shopping mall


Print media
Digital Marketing
Figure: 01 Promotional medium of Perfume World

16

Print Media: Perfume World spends a lot of money for advertising their retail
brands on print media. They generally use various kinds of magazine like Ice today
for exposing themselves to their target market. The cost of print media advertising
varies depending on the magazine and newspaper. In the case magazine ad Perfume
World has to pay 35000-50000 for a single page ad. They also use newspaper like
Prothom Alo, and Daily Star etc. for exposing the retail brand Perfume World
occasionally like Eid, Puja, and Pohela Boishak etc.
Tvc at shopping mall: In addition to using the print media, they also use various
kinds of tvc ads which are displayed in various shopping malls like Bashundhara City,
and Jamuna Future Park etc. The cost of displaying ads in different shopping malls
varies depending on the time limit, schedule etc. On an average, they have to pay
40000 for displaying an ad for 15 minutes in Bashundhara City. The charge varies
depending on the mall, time schedule, and duration etc.
Digital Marketing: Perfume World is not currently using any kind of heavy
promotional tools for improving their brand awareness. They are moving with
selectively exposing to their target audience. Recently they are heavily focused on
digital marketing like e- mail marketing, social media marketing, etc. They are going
to establish a responsive website which is currently under construction. They also
have a face book page for attracting their target customers. They are very much
responsive through digital marketing.

Stimulus Factor
Fragrance: Perfume is not involved with manufacturing any kind of perfume. So they can
not directly control the fragrance factor of any brand directly. In a single brand, the
manufacturer of the perfume may use single fragrance or combination of multiple fragrances
like rose, peony, tulip, and jasmine. The most important factor about each brand is that
maximum brands of the Perfume World are manufactured on the basis different fragrance
factors.

Color: As the control of the stimulus factor is not in the hand of Perfume World, the brands
which are sold by Perfume World are provided with different colors by the manufacturers.
Color is another stimulus factor which acts as to attract new customers.

17

Packaging: Packaging is also directly made by the companies from which Bangla Perfume
imports. As a result of gorgeous packaging, Perfume World has been able to attract a large
number in their stores.

Size: Perfume World provides various types of sizes ranging from 30 ml to 100 ml for each
brand. They also sometimes provide some exceptional brand whose size may vary from 125
ml to 200 ml.

Attitude Change Strategy of Perfume World


An attitude in marketing terms is defined as a general evaluation of a product or service
formed over time (Wright, 2006). An attitude satisfies a personal motiveand at the same
time, affects the shopping and buying habits of consumers. Perfume started its journey in the
perfume industry of Bangladesh in 2008. At that time, the response of the end users was not
so positive. As perfume is a kind of luxury products, the price of the various brands was not
so low. There was also case of alcohol in perfume. Most of the target customers had the
following original belief about perfume.

Original Belief
Fear of being cheated: People thought that the brands that were provided by the
Perfume World might not be genuine brands. So the und users of the perfumes were in
dilemma whether they are being cheated or not.
Alcohol case: Another barrier Perfume World had to overcome is changing the
perception of end users about alcohol. As Bangladesh is Muslim country, maximum
customers are sensitive about alcohol here. For this reason, the target consumer
thought that there is alcohol in every brand of the perfume. It was a kind heavy
difficulty which Perfume World has overcome in the last few years.

Changing Belief
For this reason, Perfume World provides some brands which are completely water
based without alcohol. They also provide brands which are mixed with alcohol in a
very limited extent which amounts to 5-10 %.
Passing several years after 2008, Perfume World has been successfully able to change
the wrong perception about Perfume World through building positive and consistent
brand image. They also became successful in reducing the consumers fear of being
cheated through providing quality brands to their target customers.
18

Market Segmentation
Market segmentation is the science of dividing an overall market into customer subsets or
segments, where customers in each segment sharing similar characteristics and needs. It is
practiced especially in major companies with highly differentiated product lines or serving
large markets. The small business tends to discover the segment it serves best by the trial and
error of dealing with customers and stocking products more and more suitable to its particular
clientele (Mullin, 2006). For this reason Perfume World is highly focused on selective
segmentation. Perfume World segmented their whole market on the basis of various
variables. They segmented the market on the basis of region, demographic, behavioral, and
psychographic etc.

Regional
Dhaka
Chittagong
Sylhet

Demographic
Gender
Age
Income
Occupation
Social Class
Education

Psychographic
Lifestyle
Interest and
attitudes

Figure: 02 Market segmentation variable of Perfume World

Regional
Based on the regional segmentation variables, Perfume World has segmented their target
market into three regions of Bangladesh. The regions where Perfume World conducts their
business activity are Dhaka, Chittagong, and Sylhet etc. They are focusing highly on urban
people.
Rural vs. Urban: Perfume World has outlets in three regions. Among the three
regions, Perfume World is focusing on urban customers intensively. Their maximum
sales are coming from urban people.

19

Demographic
Based on the demographic segmentations, Perfume World has categorized its target market
into various groups. The categorization criteria Perfume World uses are age, income,
occupation, education, and social class.
Gender: Perfume World targets both categories of genders. They are targeting male
and female section respectively. Each brand in the Perfume World provides different
versions for male and female.
Age: The manufacturing companies select the appropriate age class for each brand.
Here Perfume World provides different brands targeting customers of age ranging
from 20-60. Maximum customers of Perfume World fall in the category of 30-45.
Income: A households income level with its accumulated wealth determines its

purchasing power. Purchasing power of people in Bangladesh is consistently


increasing day by day. Income of customer coming to the Perfume World is start
from approximately 50,000 taka to more a month. Students from a good family
income background are mostly coming to the Perfume World.
Occupation: Perfume World has divided its target customers into different
occupational groups. The maximum customers of the Perfume World consist of
doctors, engineers, teachers, celebrity, business people, and top official people etc.
Social Class: As middle class in Bangladesh are highly diversified, they have
formulated strategy for targeting medium middle class, higher middle class, and
higher class of the society. But their maximum customers fall in the middle class
category. Higher class society is also responding with different innovative brands that
are offered by Perfume World.
Education: People who are highly educated have been being targeted by Perfume
World since 2008. Some of their customers are businessman, high profile job holders,
doctors, engineers, and lawyers. All these segments have got professional degree. So
it can be said that their target profile is highly educated.

Psychographic
Psychographic includes the categories of values, attitudes and interest, lifestyles. People who
are interested in leading a luxury life are being targeted by Perfume World continuously.
20

People who are engaged with various community, clubs, high social groups, and top class job
are also a portion of the whole target market of the Perfume World.

Estimation of current total potential customers of Perfume World


Demographics influence consumption behaviors both directly and by affecting other
attributes of individuals such as personal value and decision style. Perfume Worlds segment
their markets on the basis of demographics are given in the following:

Population
Bangladesh has the population of around 16 cores. Most high class people live in Dhaka,
Chittagong and Sylhet. The market for perfume in Bangladesh changed rapidly during 2000.
It has created a new opportunity for Perfume World. As Perfume World has their extension in
both Sylhet and Chittagong, according to their brand Mr. Tanvir Alam it has approximately
more than 1 billion customer all over the Bangladesh.
Retail store distribution
Dhaka

Population
distribution
5,00.000

Chittagong
Sylhet
Total

3,00,000
2,00,000
10,00,000

Table 04: Population distribution of Perfume Wor

Population Dsitribution of
Perfume World
Sylhet
20%
Dhaka
50%
Chittagong
30%

Figure 03: Population distribution of Perfume World

Learning about Perfume World by end user


Learning is any change in the content or in the organization in long term memory or
behavior. Thus, any knowledge or behavior that we now possess that we were not born with,
21

was somehow "learned" (Hawkings, Mothersbaugh and Mookerjee, 2010). Learning is about
Perfume World is high involvement as it is offering high class and luxury products to its
target customers. As perfume is a luxury product, consumers buy different brands after
regular interval. The involvement of buying a brand from Perfume World depends on the
price, or the brand itself. If a particular brand is highly expensive, then consumer will take
more time and will be highly involved for buying that particular brand.

Operant Conditioning
Operant conditioning (sometimes referred to as instrumental conditioning) is a method of
learning that occurs through rewards and punishments for behavior. Through operant
conditioning, an association is made between a behavior and a consequence for that behavior
(James and James, 1892).This learning basically focuses on positive reinforcement. So, in the
case of Perfume World, they are claiming on their advertisement that they are the number one
retail organization in Bangladesh which provides various famous perfume brands to their
customers. They also claim in their advertisement that they are continuously bringing new
brands in the market with new fragrance, size etc. So, this kind of learning is stored in
implicit memory of consumer. For this reason, before buying any perfume the consumer
decision making can influenced by this kind of positive reinforcement.

Purchase Motive

Manifest Motive: Manifest motive refers to those things that can be easily observed
or identified by the society. Consumer may use a brand from Perfume World because
of the quality, color, fragrance, and comfort ability in social standings. Customers
who are purchasing perfume from Perfume World may say that the brands offered by
perfume World are very much qualitative, attractive, and having good fragrance etc.
Latent motive: Latent is a type of factor that consumers dont want to say it or it can
be unknown to the customers themselves. Using a brand of Perfume World may have
a latent motive like consumers like to be presented in the society sophisticated,
trendy, or stylish etc.

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Maslows Hierarchy of Need

Figure 04: Need fulfillment stage by perfume


The different kinds of brands offered by the Perfume World basically fulfill two types of
need mentioned in the above figure of the Maslows hierarchy of need.
Social need: We know that social need refers to the need for belongingness to any
particular society, class, and group etc. In this stage of need, people want to be
accepted in particular groups. Perfume of famous brand can fulfill the need of this
stage.
Esteem need: Esteem refers to the need of achieving mastery, recognition, and
respect from others. It also refers to the need of being unique individual of people.
After analyzing, we can say that Perfume World help their target customers fulfill
their esteem need.

Influence and Reference Group


Perfume is not such product that if someone feels the need of buying a perfume, he or she will go out
and buy one without checking the brand or stuffs. This is a product which is evaluated by people
before buying one and are influenced by different groups (friends, family and others) while making
the decision. There are 3 types of influence and reference group; informational, normative and
identification. As Perfume World has the most artistic collection of renowned brands from in
Bangladesh. We frequently come to hear the name of the product and about its quality from our
surroundings. So, before going to buy a perfume from Perfume World is surely an Informational
Influence.

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Word-of-mouth
In case of Perfume World, the word-of-mouth is very effective. Consumers share their experience and
information about Perfume World with other in verbal form. Word-of-mouth is happening in many
forms including face-to-face, over phone and internet. Word-of-mouth via personal sources such as
family and friends has a great influence on perfume worlds customers gathering.

Self-oriented value
Traditionally Bangladeshis have not been used fragrance much in daily life. But the scenario
is quite different now. Bangladeshis are placing emphasis on using fragrance.

Religious/secular:
Bangladesh is basically a religious society. 80% of population is Muslims. Women are
forbidden to use any fragrance for the sake of their religion. So it is quite difficult to attract
them. Most customers of Perfume are male but the number of female customer is increasing.
As the targeted customer of perfume world is of upper class or upper-middle class, they have
no big problem regarding this.

Postponed/immediate gratification:
In case of perfume, consumer is interested to get immediate gratification. Customers are
unwilling to delay pleasure of getting of the comfortableness the fragrance.

Environment-oriented value
Environment-oriented values prescribed a societys relationship with its economic, technical
and physical environment.

Traditional/change:
Bangladeshis are always very reluctant about change. It is very difficult to replace the
traditional one with new one. Encouraging people to switch to a new brand or new store is
challenging task for the Perfume World. But Perfume World has got a very effective wordof-mouth spread. Consumers are coming to Perfume World to get the authentic products.

Risk taking/security:
Bangladeshis are becoming risk-taking oriented in case of trailing or using new version of
brand. There was an increased emphasis on security but this attitude is changing. Consumers
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are willing to take the risk of using new products. New generation are appreciating the
change or innovation. As the majority customers of Perfume World are from 25 to 45, new
products get the highest revenue stream.

Performance/status:
Generally customers use perfume for getting more acceptance from their friends, co-workers
etc. And customers give more importance on the performance of the products. But in case of
perfume of Perfume World, people come here mostly for the status (performance is also a
major concern) as Perfume World keeps the most enriched perfume brand of the world.

Other-oriented value
Other oriented value reflects a societys view of appropriate relationship between individuals and
groups within that society.

Individual/collective:
People of Bangladesh are collective in nature. The use of perfume from perfume world has a very
great influence of group. Customers always come with peers, groups or friends. When someone sees
that their friends or other group are going to Perfume World to purchase perfume, they also prefer to
shop in Perfume World.

Youth/age:
Traditionally, older people are not as interested in using perfume as the young people. The
value on young generation is continuing. So the focus of perfume world is to encourage youth
to come to their retail store.

Masculine/feminine:
There is no individual focus on male or female customers. Perfume world has both male and female
version in almost every brand. There are a few exceptions in some brands which are either femaleoriented or male-oriented.

Diffusion of innovation
Diffusion is the process by which an innovation is communicated through certain channels
over a period of time among the members of a social system. An innovation is an idea,
practice, or object that is perceived to be new by an individual or other unit of adoption
(Samli, 1995). An innovation is an idea, practice or product perceived to be new by the
relevant individual or group. Perfume World receives a modified product after every 2 or 3

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months. This innovation might be a little change or huge change. New generation are
appreciating the change or innovation. As the majority customers of Perfume World are from
25 to 45, new products get the highest revenue stream. In this case Perfume World has a
continuous innovation process.
Late Majority
10%

Early
Majority
15%

Leggards
5%

Innovators
50%
Early
adopters
20%

Figure 05: Diffusion process of innovation taken by Perfume World

Innovators: The first 50 percent of the potential customers of Perfume World fall in the
category of the innovators. Because, they are referred as risk takers. They have wide
connection with mass media, high professionals etc. These people are well educated as well.

Early adopters: The next 20 percent can be described as early adopters. These people can
be described as the opinion leaders of the society. They are also risk takers like innovators
but these people are much more calculative than innovators.

Early majority: The next 15 percent of the potential customers of Perfume World fall in
the category of early majority. But these people are less educated and have less mass media
connection than early adopters. These people are less educated, and less connected with mass
media than early adopters.

Late majority: 10 percent of the customers of Perfume World fall in the category of late
majority. They generally adopt an innovation after facing social pressure or because of the
unavailability of the previous product.

Laggards: The final 5 percent of the potential customers of the Perfume World are more
localized than the other customers. They are against any innovation.

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Motivational Conflict
Approach-Approach conflict: A motivational conflict is a situation in which a person is driven
to make a decision based on conflicting goals. All people are driven by positive and negative
reinforcement. These form the basis of individuals' motivations to act and make decisions.
Marketers can take advantage of these situations by providing solutions to these conflicts. These
situations can range from social and status problems to physical needs (Myers, 1998). It is a kind of
conflict where consumers are in a situation of dilemma or confusion before choosing a product to
buy. In case of Perfume World, customers may get confused because of strong brand like The Beauty
Shop, Artisti and other indirect competitors.

Consumer Decision Process

Perceived
Need for
perfume

Information
about
Perfume
World and
other retail
organization

Evaluation
between
Perfume
World and
The Beauty
Shop, Artisti
etc.

Purchase a
brand from
Perfume
World

Post
purchase
reaction
about
Perfume
World
(Positive or
Negative)

Figure 06: Consumer decision process for buying a perfume in light of Perfume World
Problem Recognition: At first, the consumers have to recognize the problem like
whether they need to use perfume or not. When they feel this need they will look for
solution. So, this is the step Perfume World gets a chance of being in the customers
consideration sets.
Information Search:

After recognizing the problem consumers try to find

information of their desired brands. Consumers can have information which can be
internal or external. There can also be personal sources or public sources from where
consumers can get their desired information. Now, we will describe those sources in
below-

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Internal: People sometimes seek information from personal sources before buying
any product. Internal sources include family, friends, and reference group etc. People
also receive information from their past experience of using the same product.
Internal sources work as an intensive influencer before buying a product.
External Consumers can get information about Perfume World from tvc at different
shopping malls, magazines, newspaper, and email marketing etc.
Evaluation of Alternative: In this case consumers will evaluate Perfume World
with other alternative competing brand based on some characteristics like price,
durability, features and many other things. Then, they finally get a conclusion.
Affective Choice: In this stage consumers compare Perfume World with the major
competitors like The Beauty Shop and Artisti based on not only in price but also in
quality. If the potential customers find that brands provided by Perfume World are
different from others then they will go for it.
Purchase Decision: After going through the entire process consumers will decide
to purchase a renowned brand of perfume from Perfume World.
Post Purchase Behavior: Consumers will get positive or negative feelings after
using a brand from Perfume World. In this case, if it is positive then they will incur
repeat buying from Perfume World and if it is negative they might not consider
Perfume World for their future purchase.

Recommendation for Perfume World (Based on Marketing Mix)


Consideration of Price Sensitivity of People of Bangladesh:

As people of

Bangladesh are very much price conscious, Perfume World should come up with brand which
is easily afforded by middle class family. They might introduce new international brand or
private label brand of their own.

Intensive brand awareness program: Perfume World is the leading retail organization in
the perfume industry of Bangladesh but it is unknown to a large section of the potential target
market. For this reason, they should take heavy brand awareness program to attract more
traffic in their stores. They may expose themselves to the target through tv commercial,
digital marketing etc.

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Increasing the number of outlet: At present, Perfume World maintains in total 10 outlets
in Dhaka, Chittagong, and Sylhet etc.

However through increasing the number of outlets,

Perfume World can reach large number of potential customers.

Participation in the event sponsorship: Event sponsorship is a kind of tool where a new
company can create a high level of brand awareness by using it. Perfume World can
participate in the national event through sponsoring like high voltage cricket & football
tournament.

Conclusion
After a thorough analysis of the strategy of Perfume World in terms of consumer behavior,
we have been successfully able to understand the consumption pattern of perfume in
Bangladesh. We have described the current situation of Perfume World, its competitors, and
regulatory condition of Bangladesh. This report has described the marketing mix of the
Perfume World in terms of consumer perspective. Besides, this report has described
consumer decision process regarding perfume. In addition, we have also been successfully
able identify the diffusion process of any innovation taken by Perfume World. We have also
tried to identify the market segmentation, and attitude strategy taken by Perfume World to
stay active in the market. After thoroughly reading this report, we can easily understand the
self-oriented value, environment-oriented value, and oriented of the value of the customers
regarding perfume.

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References and Bibliography


Banglaperfumes.com.bd,

(2015)

Home

Bangla

Perfumes.

Available

at:

http://www.banglaperfumes.com.bd/home# (Accessed: 5 November 2015).


Hawkings, D., Mothersbaugh, D. and Mookerjee, A. (2010) Consumer Behavior:
Building Marketing Strategy. 11th ed. New York: Tata McGraw-Hill, p. 367.
http://www.fashionsbd.com,

(2015)

Fashion

BD.

Available

at:

http://www.fashionsbd.com/brands/perfume-world (Accessed: 10 November 2015).


James, W. and James, W. (1892) Psychology. New York: Henry Holt and Co.
Mullin, R. (2006) 'Creating a marketing strategy [marketing development]', Engineering
Management, 16(6), pp. 40-41. doi: 10.1049/em:20060609.
Myers, D. (1998) Psychology. New York: Worth Publishers.
Samli, A. (1995) International consumer behavior. Westport, Conn.: Quorum Books.
Wright, R. (2006) Consumer behaviour. Australia: Thomson Learning.

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