SAFWAN QURAISHI.

Project Report On

“An Empirical Study Of Consumer Behaviour in Rizwan & Brothers Perfumers in India.”

Summer Internship Report for the year 2018-2020.

Submitted in partial fulfillment of the requirement

Of the degree of

MASTER OF MANAGEMENT STUDIES.

By

SAFWAN QURAISHI.
(Registration No. 2201820060)

Under the guidance of

PROF. AVESH BHORNYA.

ANJUMAN-I-ISLAM INSTITUTE OF MANAGEMENT STUDIES, CST

AFFILIATED TO

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 CERTIFICATE.

This is to certify that the project report entitled “Summer Internship Report” is a
bonafide work of SAFWAN QURAISHI submitted to PROF.AVESH
BHORNYA in the Second year of Master of Management Studies course in the
academic year 2018-2020 at Anjuman-I-Islam Allana Institute CST, Mumbai. I
hereby declare that the information submitted in this project is true and original to
the best of my knowledge.

PLACE: MUMBAI.

DATE: 11/11/2019.

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 ACKNOWLEDGEMENT.

I would like to express my sincere gratitude to my Director Dr. BERNADETTE

D'SILVA for giving me an opportunity of doing an Internship and My Professor
AVESH BHORNYA for providing me their invaluable guidance and suggestions
throughout the tenure of the internship.

I express my profound thanks to RIZWANULLAH KHAN, CEO & Managing

Partner of RIZWAN & BROTHERS PERFUMERS. And all those who have
indirectly guided and helped me in completion of this training.

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 DECLARATION.

I declare that this written submission represents my ideas in my own words and
where other’s ideas or words have been included, I have adequately cited and
referenced the original source. I also declare that I have adhered to all principles of
academic honesty and integrity and have not misrepresented or fabricated or
falsified any idea/data/fact/source in my submission. I understand that any
violation of the above will cause for disciplinary action by the institute and can
also evoke penal from the sources which have thus not been properly cited or from
whom proper submission has not been taken when needed.

SAFWAN QURAISHI.

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 ABSTRACT.

The report titled ““An Empirical Study of Consumer Behaviour in Rizwan & Brothers Perfumers
in India” is basically Consumer Behaviour is the study of how individual customers, groups or
organizations select, buy, use, and dispose ideas, goods, and services to satisfy their needs and
wants. It refers to the actions of the consumers in the marketplace and the underlying motives for
those actions.

Marketers expect that by understanding what causes the consumers to buy particular goods and
services, they will be able to determine—which products are needed in the marketplace, which
are obsolete, and how best to present the goods to the consumers.

A major aspect of consumer buying behavior is the decision-making process. This is the
systematic approach thoughtful, purposeful and logical buyers use to make all purchase
decisions. It begins with a functional or emotional need recognition. For instance,
a consumer may develop a sense of hunger.

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PHOTOS:

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 INDEX.

SR.NO. TOPIC. PAGE

NO.

1. INTRODUCTION. 8-9.

2. IMPORTANCE & SIGNIFICANCE OF CONSUMER 10-11.

BEHAVIOUR.
3. TYPES OF CONSUMER BEHAVIOUR. 12
4. STEPS IN EVERY CONSUMER DECISION MAKING. 13.
5. INDUSTRY PROFILE. 14-15
6. ORGANISATION PROFILE. 16.
7. OBJECTIVE OF THE STUDY. 17.
8. VISION & MISSION. 18.
9. RESEARCH & DEVELOPMENT OF RIZWAN & 19.
BROTHERS PERFUMERS.
10. RANGE OF PRODUCTS OFFERED BY THE 20-21
COMPANY.
11. RIZWAN & BROTHERS PERFUMERS TEAM. 22.
12. EXPORTS OF RIZWAN & BROTHERS . 23.
13. FINDINGS. 24.
14. CONCLUSION. 25.

15. REFERENCES. 26.

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 INTRODUCTION.

What does Consumer Behaviour Mean……?

Consumer behaviour is the study of individuals, groups, or organizations and all the activities
associated with the purchase, use and disposal of goods and services, including the consumer’s
emotional, mental and behavioural responses that precede or follow these activities. Consumer
behaviour emerged in the 1940s and 50s as a distinct sub-discipline in the marketing area.
Consumer behaviour is an inter-disciplinary social science that blends elements
from psychology, sociology, social
anthropology, anthropology, ethnography, marketing and economics, especially behavioural
economics. It examines how emotions, attitudes and preferences affect buying behaviour.
Characteristics of individual consumers such as demographics, personality lifestyles and
behavioural variables such as usage rates, usage occasion, loyalty, brand advocacy, willingness
to provide referrals, in an attempt to understand people’s wants and consumption are all
investigated in formal studies of consumer behaviour. The study of consumer behaviour also
investigates the influences, on the consumer, from groups such as family, friends, sports,
reference groups, and society in general.
The study of consumer behaviour is concerned with all aspects of purchasing behaviour – from
pre-purchase activities through to post-purchase consumption, evaluation and disposal activities.
It is also concerned with all persons involved, either directly or indirectly, in purchasing
decisions and consumption activities including brand-influencers and opinion leaders. Research
has shown that consumer behaviour is difficult to predict, even for experts in the field. However,
new research methods such as ethnography and consumer neuroscience are shedding new light
on how consumers make decisions.
Consumer behaviour entails “all activities associated with the purchase, use and disposal of
goods and services, including the consumer’s emotional, mental and behavioural responses that
precede or follow these activities.”The term, consumer can refer to individual consumers as well
as 8nalyzing8onal consumers, and more specifically, “an end user, and not necessarily a
purchaser, in the distribution chain of a good or service.” Consumer behaviour is concerned with:

 purchase activities: the purchase of goods or services; how consumers acquire products and
services, and all the activities leading up to a purchase decision, including information
search, evaluating goods and services and payment methods including the purchase
experience
 use or consumption activities: concerns the who, where, when and how of consumption and
the usage experience, including the symbolic associations and the way that goods are
distributed within families or consumption units
 disposal activities: concerns the way that consumers dispose of products and packaging; may
also include reselling activities such as eBay and second-hand markets
Consumer responses may be:

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 emotional (or affective) responses: refer to emotions such as feelings or moods,
 mental (or cognitive) responses: refer to the consumer’s thought processes, their
 behavioural (or conative) responses: refer to the consumer’s observable responses in relation
to the purchase and disposal of goods or services.
As a field of study, consumer behaviour is an applied social science. Consumer behaviour
analysis is the “use of behaviour principles, usually gained experimentally, to interpret human
economic consumption.” As a discipline, consumer behaviour stands at the intersection of
economic psychology and marketing science.
As a consumer we are all unique and this uniqueness is reflected in the consumption pattern and
the process of purchase. The study of consumer behaviour provides us with reasons why
consumers differ from one another in buying using products and services. We receive stimuli
from the environment and the specifies of the marketing strategies of different products and
services, and responds to the stimuli in terms of either buying or not buying product. In between
the stage of receiving the stimuli and responding to it, the consumer goes through the process of
making his decision.

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 IMPORTANCE OR SIGNIFICANCE OF CONSUMER BEHAVIOUR.

The following are some of the points discussed that explains the value to marketers of
understanding and applying consumer behaviour concepts and theories.

1. To understand Buying Behaviour of consumers

2. To create and retain customers though online stores
3. To Understand the factors influencing Consumer’s buying Behaviour
4. To understand the consumer’s decision to dispose a product or services
5. To increase the knowledge of sales person influence consumer to buy product
6. To help marketers to sale of product and create focused marketing strategies

1. To understand Buying Behaviour of consumers: The study of consumer behaviour

helps marketers to recognize and forecast the purchase behaviour of the consumers while
they are purchasing a product. The study of consumer behaviour helps the marketers not
only to understand what consumer’s purchase, but helps to understand why they purchase
it. The consumer behaviour studies also help marketers to understand the post purchase
behaviour of the consumers. Thus, the marketers become fully aware about every phase
of consumption process i.e., pre-purchase behaviour, behaviour during purchase and post
purchase behaviour.

2. To create and retain customers through online stores: The consumers are satisfied
with the product, he or she will buy the same product again. Therefore, the product
should be marketed by markers in such a way that convince customer to buy the product.
Thus, creating customer and the retaining those customers are important. These can be
done through understanding and paying close attention towards the consumer’s behaviour
while making purchase decision or buying a product in market place. Moreover, the
information published on the websites largely influence the customer’s buying behaviour.
Such information on published sources arouse consumer to buy a product or service.
Moreover, updating such information will help the consumer to retain to a product or re
try the product if the product has dissatisfied them.

3. To understand the factors influencing Consumer’s Buying Behaviour: It is important

for marketers to consider the factors that affect the buying behaviour of consumer before
entering the market. There are many factors that can influence the purchase decision of
consumers such as social influence, cultural influences, psychological factors and
personal factors. Understanding these factors helps marketers to market the product on
right time to the right consumers. For example, if marketer is marketing a product which

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 is Halal. The marketers first consider all the factors that can influence consumers to buy
Halal products, where they can target specific areas where Halal food is more sold.

4. To understand the consumer’s decision to dispose a product or services: Disposal of

product involves throwing away of products by the consumers (Solomon, 2009). This
behaviour of consumer is very complex and requires more importance by the marketers.
Understanding the consumer’s behaviour about how and when consumers dispose a
product, the marketers or the companies can position themselves so that this behaviour
could be limited.

If the product or services that have failed to deliver required or expected satisfaction by
the consumers, the product is disposed by the customers. For this, some marketers track
the follow up from the consumers so that they can gauge the reason behind failure of the
product. Moreover, in order to retain customers, some marketers or organizations offer
customers with services like exchange of product, money back guarantee etc. Although,
aw2e3rfgvrg these tools are helpful to influence post purchase behaviour of consumers to
some extent.

5. To increase the knowledge of sales person influence consumer to buy product:

Consumer behaviour deals with the knowledge of what the consumers need and want to
buy and what goods and services are available to satisfy their needs. Thus, consumer
behaviour deals with particularly with the behaviour of people i.e., consumers. It is
important for sales person to be fully aware of the customer’s requirement so that he or
she could clearly communicate the benefits of the product to the customers. Moreover,
the sales person by understanding consumer’s demand and need for a product can sell
goods that are most closely related to their requirement. Besides understanding consumer
behaviour, the sales person should also have command over their spoken language. This
is because any miscommunication could harm brand reputation. Moreover, if the
consumers have more knowledge about the product than the sales person, the sales might
fail to meet their targets. Thus, 11nalyzing consumer’s behaviour and knowledge for
effective marketing of products by sales people are important. The sales people must be
fully aware of the consumer’s behaviour in different situations so that they could help
them in meeting their demands and satisfaction.

6. To help marketers to optimize sale of product and create focused marketing

strategies: The theories and concepts of Consumer behaviour help marketers to optimize
their sales and to create efficient marketing strategies. Studying different consumer
behaviour theories helps to understand the different choices that consumers make to buy
a product.

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 TYPES OF CONSUMER BEHAVIOURS.
1. Complex Buying Behaviour: This type of behavior is encountered when consumers
are buying an expensive, infrequently bought product. They are highly involved in the
purchase process and consumers’ research before committing to invest. Imagine
buying a house or a car; these are an example of a complex buying behavior.

2. Dissonance-Reducing Buying Behaviour: The consumer is highly involved in the

purchase process but has difficulties determining the differences between brands.
‘Dissonance’ can occur when the consumer worries that they will regret their choice.
Imagine you are buying a lawnmower. You will choose one based on price and
convenience, but after the purchase you will seek confirmation that you’ve made the
right choice.

3. Habitual Buying Behaviour: Habitual purchases are characterized by the fact that
the consumer has very little involvement in the product or brand category. Imagine
grocery shopping: you go to the store and buy your preferred type of bread. You are
exhibiting a habitual pattern, not strong brand loyalty.

4. Variety Seeking Behaviour: In this situation, a consumer purchases a different

product not because they weren’t satisfied with the previous one, but because they
seek variety. Like when you are trying out new shower gel scents.

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 STEPS IN EVERY CONSUMER DECISION MAKING.

1. Problem Recognition: Most decision making starts with some sort of problem. The
consumer develops a need or a want that they want to be satisfied. The consumer feel like
something is missing and needs to address it to get back to feeling normal. If you can
determine when your target demographic develops these needs or wants, it would be an
ideal time to advertise to them. For example, they ran out of toothpaste and now they
need to go to the store and get more.

2. Search Process: Most of us are not experts on everything around us. In the searching
phase we research for products or services that can satisfy our needs or wants. Search
Engines have become our primary research tool for answers. It is an instant and easy way
to find out what you are looking for.

3. Evaluating Alternatives: Once the consumer has determined what will satisfy their want
or need they will begin to begin to seek out the best deal. This may be based on price,
quality, or other factors that are important for them. Customers read many reviews and
compare prices, ultimately choosing the one that satisfies most of their parameters.

4. Selection Stage: After tallying up all the criteria for the decision the customers now
decide on what they will purchase and where. They have already taking risk into account
and are definite on what they want to purchase. They may have had prior experience with
this exact decision or maybe they succumbed to advertising about this product or service
and want to give it a try.

5. Evaluation of Decision: Once the purchase has been made, does it satisfy the need or
want? Is it above or below your expectations? The goal for every marketer is not for a
one-time customer but a repeating lifetime customer. One bad experience of buyer’s
remorse and your brand perception could be tarnished forever. On the other hand, one
superb experience can lead to a brand loyal customer who may even become a brand
evangelist for you.

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 INDUSTRY PROFILE.

India has a long history of perfume expertise dating back over 300 years. The familiarity of the
average Indian with complex fragrances, coupled with strong cultural factors has given Indian
fragrances a unique character.

The fragrance market in India is small in comparison to those in developed countries, but it has
the potential to develop into one of the biggest in the years to come. The opportunity in this
sector is more and it has a middle class of 100 million people with growing disposable incomes.
At the same time, improved efficiencies in the supply chain, product and process innovation
and higher aspirations amongst consumers are driving a boom in the FMCG sector.

The company like Titan Industries has stepped into perfume market with its SKINN range. Vini
Industries with FOGG has already dominated the market with its varied perfume range. The
study has been focused to understand the scope of perfume in the Indian Market and factors
affecting the perfume buying behavior of consumers.

The effect of the progress on Indian Aroma Industry is felt significantly after western influx of
different perfumes in India. In Indian Aroma Industry however, this change is definite and will
supposedly spread in much larger markets than the west because of sheer market size and
growth. One of the effects of western influence is the intense use in Soaps, Cosmetics & Personal
perfumes. It is estimated that the total global market size of F & F and the allied industry is of
the order of USD 20 Billion. Indian share is about 10% of the globe, which is USD 2000 Million.
Indian population is however 17.8% of the globe which indicates potential growth.

Fragrances industry have a turnover of Rs 3000 Crores, Flavors have a turnover of Rs 2250
Crores, Aroma chemicals have a turnover of Rs 2800 Crores, and Essential Oils have a turnover
of Rs 1950 Crores. This study is carried out to know the buying behaviour of consumers and the
factors which are important in choosing any perfume.

The main end-market for fragrances is household products, followed by personal care products,
and then perfume (figure below). The household product market is dominated by low-value
fragrance evoking cleanliness to be included in products such as floor cleaner and laundry
powder although there is a small higher-value home design component in this market e.g.
candles.

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The fragrance industry can also be viewed by geographical segments (figure below). North
America, primarily the United States, and Europe, primarily Western Europe, are the major
markets in the global fragrance industry. Asia is a growing and targeted market.

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 ORGANISATION PROFILE.
Rizwan & Brothers Perfumers was incorporated in the year 1950 by Rizwanullah Nasrullah
Khan. He left his homeland which was in Uttar Pradesh and travelled to India's commercial
capital, Bombay and turned as a supplier of Agarwood and Dahn Al Oudh, sourced from the
state of Assam

He started blending various kinds of fragrant oils, becomes manufacturer of fragrances and
emerges as the premier supplier of fragrances in South Mumbai as well as in other parts of
Mumbai also.

Rizwan gave his name to the product range and in the same year, he decided to relocate with his
family to Mumbai.

"A fragrance is all that it takes to travel through time, such is the bond between memory and
smell" – Rizwanullah Nasrullah Khan.

Nothing unlocks an old memory better than smell, be it the memory of lost love or of a fond
friend. At Rizwan & Brothers we help towards recreating those memories through our
fragrances. Our perfumes has grown from a modest trading house into a regional corporate
entity. Today this business is steered by the passion of the second and third-generations, each
playing a key role in the brand’s development.

Rizwan & Brothers Perfumers stands strong as a corporate entity with a vast portfolio of over
300 of the finest and most captivating fragrances. It has a strong retail presence with over 180
exclusive retail outlets across the GCC. It also has presence on the international front, currently
exporting our exquisite range of products to 15 countries across the world, also being exclusively
present at Duty Free locations and Airlines.

A brand with a rich heritage acquired through over 50 years of experience and know-how in the
art of perfumery, our perfumes has carved a niche for itself in the perfume industry. Rizwan &
Brothers has also been an innovator in perfume-making and a pioneer in the perfume products to
a global clientele.

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 OBJECTIVE OF THE STUDY:

This project is based on consumer behavior towards perfumers. Objectives of the study are:

1. The main objective is to know about the customer satisfaction associated with the product
and the customer preference level.

2. To increase customer satisfaction and recapture the market share by fulfilling the
customer needs.

3. To study the factors affecting the consumption pattern.

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 VISION & MISSION.
We exist to enrich our customer’s lifestyle through:

 Encouraging creativity, innovation & continual improvement

 Adopting practices that are ethical and socially as well as environmentally responsible
 Attracting and retaining the best talent
 Meaningful relationships with employees & associates, built on & respect
 Maximizing stakeholders

OUR VALUES:

 Excellence
 Innovation
 Partnership
 Integrity
 Open Communication

VISION: To be Globally recognized Brand. We want to be a global leader Capturing Sensations

with our fragrances so that they promote well-being and happiness. Our vision is to be
recognized as the company that offers scent and flavor features that express the unique character
of every individual, every place, and every experience.
We always overcome even the toughest challenges, supported by streamlined, efficient, reliable
business processes that provide ample room for creativity and daring, cutting-edge innovation.
Through our continuous connections with the world, we turn people’s wants into real products of
superior quality.
Working with us is easy.
In fact, we work with outstanding people and organizations to accomplish outstanding outcomes.

MISSION: Design the best fragrances in partnership with our clients making their products those
preferred by the consumers. Our mission is to offer scent and flavor features that sustain the
values and lifestyles of every man and every woman in every continent.
We believe that fragrances and flavors are essential elements of humanity; they represent a
precious treasure that Moellhausen endeavors to protect, share, and reinvent with tireless
enthusiasm.

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 RESEARCH & DEVELOPMENT OF RIZWAN & BROTHERS
PERFUMERS.

RESEARCH & DEVELOPMENT:

Rizwan & Brothers Perfumers is one of the first perfume companies in the region to work closely
with local and regional bodies such as Gulf Metallurgical Standardization Association, towards
creating a viable and effective quality standard mechanism in the GCC.
CUSTOMIZED FRAGRANCES:
It is our unswerving adherence to maintaining the highest possible quality standards that has
made us one of the most reputed fragrance houses in the region. A number of people in the
region have commissioned the company to create a range of customized fragrances for exclusive
use.
PATENTED TECHNIQUES AND FRAGRANCES:
In 1998, Rizwan & Brothers Perfumes became the first company in the region to patent a
fragrance - Oudh Mubakhar, which was launched after 4 years of research, and went on to
become one of the bestsellers in the industry. The precious ingredient Oudh, which is one of the
prime components in oriental perfumery, takes approximately 25-30 years to develop. It is the
result of a fungus, which attacks a certain kind of Agarwood tree. At the rate the perfume
industry had been using this commodity, there was a probability that Oudh would soon be on the
endangered list. Accepting the need to preserve this vital component, the R&D Center worked on
a process to reduce the incubation time of the Oudh tree from 25-30 years to just 10 years, an
invention that is now patented in the 6 countries that are the primary sources of Oudh in the
world.
ENVIRONMENTAL CONSERVATION:
Being ahead on yet another front, our company was one of the first companies in Mumbai to
recognize the need to conserve natural resources way back in 1979 and embarked upon a
comprehensive afforestation program in the hills of North Eastern India. Over 10,000 trees have
been adopted under this program through which Rizwan & Brothers Perfumes will benefit by
way of consistent supply of Oudh in terms of quality and quantity.
Another characteristic of our R&D Division is its application ability. Fragrances originally
created for perfumes can also be used in shampoos and other daily necessities. Toiletries
containing fragrances of foods, such as "a peach-scented body wash," have recently been
popular. In these cases, we research new ways to utilize food-based materials in fragrance
development, thereby constantly expanding the range of usable materials.

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 RANGE OF PRODUCTS OFFERED BY THE COMPANY.

PRODUCT PROFILE:
Rizwan & Brothers take a great pride in the fact that, till date, all its fragrances have been
conceived, created, developed and manufactured in-house. Even raw materials sourced for
various perfumes that are manufactured are sourced only from internationally renowned
suppliers that are known for their high quality and standards. These include H&R, IFF, Dragoco,
Drom, V Mane Fils (VMF) among others. Similarly, with a view of ensuring that the packaging
of its fragrances is as per international standards, Perfumes sources glass bottles from several
internationally renowned manufacturers, such as Brosse, NVM, Heinz Glass, Bormioli, etc.
After the idea of a perfume is conceived it is first tested by a ‘consumer panel’, which consists of
a sampling of the target segment.
Using highly advanced quality control equipment, the chief perfumer then ensures that the
quality of the blends conform to internationally recognized standards or those set by regional
bodies such as GMSO and country-specific organizations such as SASO.

FRENCH MASTERPIECES - TRULY EN VOGUE:

The Company prides in the knowledge acquired over the years to truly bear itself as a fragrances
house. We create modern essences that entwine signature French accents. This enables us to
appeal to the contemporary consumer at the same time retain our signature within the blends.
Aromatic, fresh, earthy, invigorating; we realize that well-crafted fragrances say a lot about you
and the way you exude yourself. We proudly present a bouquet of the finest contemporary
fragrances with mesmerizing scents that shine out from within and become a reflection of a
person, a mirror image of sorts.

ORIENTAL CLASSICS - RICH, REFINED AND DISTINCT:

Rizwan & Brothers Perfumes has nearly 7 decades of expertise in crafting some of the most
enchanting and enticing Oriental fragrances. At our company, we have perfected the science, art
and craft of oriental perfumery and are delighted to present our creations to you. These selections
appeal to modern connoisseurs who are also deeply rooted in traditional values. These
concentrated perfume oils and eau de parfums offer discerning consumers a truly memorable
experience.

CUSTOMIZED FRAGRANCES:
In today’s competitive environment it is imperative to leave your mark of distinction at every
level. From service to stationery, every little detail speaks volumes for an organization. This is
the reason why organizations like The Burj Al Arab, Saudi Airlines, and Emirates Airline invest

20
in customizing even the little things that are traditionally run-of-the-mill. But it is through this
meticulous detailing that the ‘distinctiveness’ truly shows up. This is where we come in.

CUSTOMIZE TO RISE:
Today big corporations around the world use ‘customizing’ as an indispensable tool to reinforce
corporate communication and strengthen customer relationship. The process begins with
analyzing your customer profile and the message you want to send to them. Based on your
communication brief, we custom-make a fragrance for you. The impact of this is quite
phenomenal, as in a subliminal sort of way, the essence of the organization has been
communicated to the end user.

CUSTOMIZATION OPPORTUNITIES:
The opportunities to reach out and touch all those related to your organization are endless. From
custom-made corporate gifts developed specially for customers, to unique gifts for ‘Customer
Relationship Programmes’. From presentation ideas for events, to special occasion gifts, we can
create numerous options for you to choose from, all in line with the corporate identity and the
mission of the company.
Your employees are as valuable as your customers, for they are the face of the organization.
They carry the corporate message across the board and down the line. So if employee gifts were
to be turned into a glimpse of the corporate philosophy, it would work to the benefit of an
organization. Moreover, a customized gift is much better than giving them just another corporate
gift that doesn’t reflect the essence of the company.
We believe we can create something special for you, while our expertise in the realm of
perfumery continues to help you find what you are looking for.

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 RIZWAN & BROTHERS PERFUMERS TEAM.

TEAM:
We have an open and entrepreneurial environment, with a passion for performance, desire to
achieve and commitment to accomplish any kind of tasks. Our core value, high integrity and our
‘NEVER-SAY-DIE’ approach are engrained in and can be seen in our people, practices and
processes.

EMPLOYEE PROFILE:
We build and maintain a global workforce mirroring with our customer base - employing a
diverse group of people from different backgrounds, with a vast range of skills and experience,
yet all connected by a common sense of culture.

WORK POLICY:
Rizwan & Brothers recognizes the variety in human capital investment and ensures that its
infrastructure and policies support it. Our policies revolve around developing our people,
involving them in the growth of the organization and realizing tangible benefits. We strive to
attract and retain the best people in the industry and provide an environment where they can all
develop professionally and build a rewarding career. As a result, we have created an inclusive
environment that is rich in diversity, acknowledging each individual's uniqueness and promotes
respect, personal achievement and stewardship.

LEARNING & DEVELOPMENT AT AJMAL:

It is our belief that to master the future it is important to re-learn, re-educate and upgrade our
skill sets. We prepare for this future by empowering our staff with the knowledge and
capabilities that will make them successful practitioners of their respective functions. Various
trainings are identified and conducted based on individual, organization and customer needs,
with employees going in for Technical, Soft-Skills Training, Development, Technology
Leadership and Leadership Development Programs.

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 EXPORTS OF RIZWAN & BROTHERS PERFUMERS.
INTERNATIONAL EXPORT:
A journey that started in 1950 was well entrenched and had established itself in the Middle East
by the end of the 20th Century. The company started looking outside the shores of the Middle
East in the early years of 21st century. Exports division was established and become fully
functional in 2007. In seven years of its inception as a division, brands offered through the
division are available in more than 30 countries, primarily due to the acceptance of its products
by distributors and most importantly by the end consumers. Acceptability of products has been
both amazing and surprising.

ETERNAL BY RIZWAN:
Established in 2001, Eternal by Rizwan is the luxury marque of Rizwan & Brothers. Steeped in a
luxurious fusion of old-world Arab charm and modern chic, it presents alluring fragrances
originating from the Gulf of Arabia.
Positioned firmly within the premium segment of the perfumery world, Eternal specialises in
French and Arabic blends bottled in exquisite handcrafted crystal bottles. These references are
available, depending on your choice, as Eau de Parfum or Pure Concentrated Perfume.

EXPORTS COLLECTION:
Spreading the essence of Perfumes across the world, our export division brings the finest of our
Collections to the international market. Presented as Signature, Prestige and Classic Collections
to suit every taste and personality, the collections offer an exquisite introduction to the
mesmerizing quality of Rizwan Perfumes.

CLASSIC COLLECTION:
Individuals with a refined presence expect to be matched with a fragrance by offering an array of
perfumes that are as classy as the personalities who will wear them. From the adventurous man
with charming ways to the elegant lady with a polished persona.

SIGNATURE COLLECTION:

A unique offering from Rizwan, the signature collections combine the highest quality raw
materials created for fragrance connoisseurs. Its elegant packaging reflects the fusion of nature,
passion and artistry contained in each bottle.

PRESTIGE COLLECTION:
Prestige and Classic Collections to suit every taste and personality.

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 FINDINGS:

1. The organization continuously tries to improve the quality aspect as done by other
players in the field. This is quite necessary as otherwise figures may flow down.
Continuous improvement so that the existing customers are loyal to their company and
the new customers prefer their perfumes and not their competitors.

2. Decision making is excellent for organization with respect to other organizations in the
industry.

3. The organization client handling in case of service and customer service has a remarkable
difference from the industry standards.

4. The organization is on its way to add Water transportation and Rail transportation to
provide quicker and better services to their clients.

5. The organization also provides GPS tracking services to the client on their request.

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 CONCLUSION.
In conclusion, I have learned that perfumes have made a significant impact on society during the
past and present. In addition, I was surprised to know that some of the ingredients from perfume
were from plants and animals. This turns out to be the make up of most of the fragrances that
men and women use today in their colognes and perfumes. I was also surprised to find out some
of the same ingredients of perfume is used to make washing powder, bar soap, air freshener and
deodorant.

In this work, I studied the data about fragrances to understand what makes a successful perfume.
I found out that the launch date and price correlates little to the popularity of perfumes. However,
I did see major fashion brands were highlighted amongst producers of the most successful
perfumes in the dataset.

The study has also revealed that brand of the perfume, packaging, bottle design are among the
important factors for consumers during the purchase of the perfume. However, the ultimate
decisive elements are fragrance and quality of the perfume. Any marketer who can come up with
a desirable fragrance of high quality and combines it with right type of product elements i.e.
packaging and bottle design then we will be confident in guaranteeing any success. It is also
noteworthy that even if the perfume has become a success and it is up for recommendations from
family, friends and colleagues and customer has positive inclinations due to past experience with
perfume, even then marketers must keep on delivering on quality promise.

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 REFERENCES.
1. https://en.wikipedia.org/wiki/Perfume

2. https://www.fragrantica.com/board/viewtopic.php?id=163044

3. https://www.fragrancesoftheworld.com/TheReferenceGuide

4. The Perfume Bible by Josephine Fairley and Lorna McKay

5. Perfumery Practice and Principles by Calkin/Jellinek

6. Essence and Alchemy by Mandy Aftel

7. https://www.britannica.com/art/perfume

8. https://www.encyclopedia.com/sports-and-everyday-life/fashion-and-clothing/clothing-
jewelry-and-personal-adornment/perfume

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