Parfum Nineveh

Overview-

Parfum Nineveh is a Moroccan perfume corp. It was planning to expand its exports operations to
Canada. They hired Herkimer Enslow Associates to do the market research on the behaviors of
Canadians with respect to perfume.

Research objectives, questions and some hypothesis were agreed and the target would be Canadian
Women attending universities.

A qualitative research is done to find the consumers decision making process. A focus group research
was done interviewing five women.

Findings-

 Appealing is important than price

 Need different aroma for different occasions
 Price and brand plays moderate role during the purchase
 Print and media are effective form of advertisement
 New perfumes must be differentiated effectively due to availability of many brands in the
market

Recommendations

The company should go ahead with the launch of their perfumes in Canada with advertisements through
television and magazines. To make the product appealing, the packaging would be made attractive. The
displays and visuals at the stores would also be worked upon to make the experience appealing.