© 2023 JETIR April 2023, Volume 10, Issue 4 www.jetir.

org (ISSN-2349-5162)

A STUDY ON CONSUMERS PURCHASING

BEHAVIOUR TOWARDS PERFUME IN ONLINE
STORE OR PHYSICAL STORE.
Ms.P.Selvi, Assistant professor, Department of Commerce with Banking & Insurance, Sri Ramakrishna
College of Arts & Science, Coimbatore.

Ms. Pragadeeswari .S. III B.Com B&I, Department of Commerce with Banking & Insurance, Sri
Ramakrishna College of Arts & Science, Coimbatore.

ABSTRACT

The perfume industry has been witnessing a steady growth in both online and physical store sales channels. This
exploratory study aims to compare the consumer purchasing behavior for perfume between online and physical stores.
The study employs a mixed-methods approach, including an online survey with participants who had purchased
perfume from both online and physical stores. The results indicate that convenience and accessibility were the primary
reasons for consumers to opt for online stores. In contrast, physical stores provided a sensory experience that was
considered essential for evaluating fragrance. Moreover, online stores offered a wider selection of perfumes, while
physical stores were seen as offering more personalized customer service. The findings of this study can help retailers
and marketers understand the factors that influence consumer purchasing behavior in the perfume industry and
improve their sales strategies in both online and physical store environments.

Keywords: online store, physical stores, evaluating fragrance.

INTRODUCTION:

The buying habits of consumers with regard to perfumes are a complicated and diverse phenomenon that are
influenced by numerous aspects. Consumer behavior is influenced by a mix of individual tastes, social norms, and
market factors whether they are purchasing perfumes online or in- person. The rise in online perfume purchasing over
the past few years has had an effect on customer behavior due to the expansion of e-commerce. This article focuses
on the contrasts between shopping at an online store vs a physical store in order to examine the elements that affect
consumers purchase behavior when it comes to perfumes.

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OBJECTIVES OF THE STUDY:

 To know whether the consumers are aware of difference between the perfume, body spray and deodorant.

 To examine the buying preference of consumers: online or physical store in selected sample of consumers.

STATEMENT OF THE PROBLEM:

Comparing the consumer purchasing behavior towards perfume in online stores or physical store with other consumer
goods. Evaluating the satisfaction level of consumers who purchase perfume in online stores or physical stores.
Investigating consumer preferences and decision-making processes when purchasing perfume in online stores or
physical stores.

RESEARCH METHODOLOGY:

Area of the study: This study is based on the data collected in Coimbatore city.

SOURCE OF DATA:

Primary data: The first-hand information was collected by the researcher after finalizing the study area. Through
well-structured questionnaire primary data was collected. It was collected from 50 respondents.

Secondary data: The secondary data was collected from the study related websites, journals, and magazines. It was
collected through the library to facilitate proper understanding of the conceptual frame work about the study.

Sample size: Totally 50 random samples have been collected for further processing of the study.

Data analysis:The collected data is then edited consolidated and subjected to statistical test and the data is presented
in the form of percentage and exhibits.

Tools used for analysis:

 Percentage analysis.
 Rank analysis

LIMITATIONS OF THE STUDY:

 The sample size was limited to 50 respondents. Hence the findings cannot be generalized.
 Respondents may be biased. So the collected data may not be reliable.
 Customer’s preference and opinions are supposed to change from time to time.

REVIEW OF LITERATURE.

A literature review is a piece of academic writing that shows that you know and understand the academic literature on
a particular subject within its context. A critical appraisal of the data is also part of a literature review; Because of this,
it is referred to as a literature review as opposed to a literature report.
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Belem Barbosa, mehndi mahadavi, zalia oliveria and valentina chkoniya (2022)1 “buying perfume in the digital
age:A study on E-shoppers’ perceptions and typologies”.-This study offers intriguing hints on a subject that, despite
its expanding importance as an economic area, has thus far been ignored by the literature: online perfume purchases.
The results demonstrate that price discounts are the primary motivator for purchasing perfume online, which is
especially significant for novice Web users. This suggests that experience goods like perfume should initially be sold
in shops that stock a variety of things. Alternatives to offering perfume testing should be considered by online perfume
retailers.
Kim, H. R., and Park, S. Y. (2021)2 “Brand story and emotion in the fragrance industry: how they affect consumer
behavior” - This study looks into how emotions and brand stories affect consumer behavior in the fragrance sector.
The authors conclude that sensory experiences, emotional appeal, and brand stories all have a substantial influence on
consumers' purchase decisions and advice businesses to concentrate on establishing emotional connections with
customers through their brand stories.
Krishna, A (2020)3 "Scent marketing: The role of fragrance in the consumer experience”-This article explores the
burgeoning practice of scent marketing, which involves enhancing the consumer experience through aroma. The
author underlines the potential advantages of scent marketing for companies, including raised sales, stronger consumer
loyalty, and better brand reputation.
AN OVERVIEW OF PERFUMES

A blend of scented essential oils or aroma compounds (fragrances), fixatives, and solvents is referred to as "perfume"
and is normally in liquid form. It is used to give the human body, animals, food, objects, and interior spaces a pleasing
scent. A substance is said to be a perfume if it emits and diffuses a pleasant and aromatic odour. They are composed
of synthetic mixtures of aromatic chemicals and essential oils. Leopold Ruika, the 1939 Chemistry Nobel Prize, stated
in 1945: "Even from the earliest days of modern chemistry up to the present time, perfumes have considerably
contributed to the growth of organic chemistry in respects to methodology, systematic classification, and theory.

RAW MATERIALS.

Natural components such as flowers, grasses, spices, fruit, wood, roots, resins, balsams, leaves, gums, and animal
secretions are combined with base components such as alcohol, petrochemicals, coal, and coal tars to create perfumes.
Oils are not naturally produced by some plants, such as lily of the valley. Of the 250,000 known species of blooming
plants, only about 2,000 actually have these essential oils. In order to replicate the odours of non-oily things, synthetic
substances must be used. Moreover, synthetics can offer distinctive scents that are absent from nature.Several perfume
ingredients contain animal products. For example, ambergris comes from sperm whales, musk from male deer, and
castor from beavers.

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VARIOUS PERFUME TYPES.

There are typically several formats for perfumes. Let's explore these formats to see how they function to give you a

Floral

Fruity oriental

Citrus Spicy

pleasant aroma.

DATA ANALYSIS AND INTREPRETATION:

In this chapter the analysis and interpretations are on the study of consumer buying behavior towards perfume with
special reference to Coimbatore city. On a sample of 50 respondents selected from Coimbatore city is presented. The
opinion of the respondents and the relevant information were collected through a questionnaire comprising of personal
factors and study factors. The collected information was classified and tabulated and supplementary with the following
statistical tools in tune with objectives of the study.

PERCENTAGE ANALYSIS:

Percentage analysis is mainly done to determine what percentage of respondents fall in each category. This analysis
also helps to standardize the respondent’s views on various aspects. This analysis was performed for all questions in
the questionnaire.

Chi- Square analysis:

The chi-square analysis is one of the simplest and most widely used non parametric tests in statistical work. It is used
to the independence of attributes or factors. In this study the factors are classified under two categories, namely,
personal factor and study factors. Each of the personal factors is composed with the study factor and the chi- square
test is applied at 5% level of significance.

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Table No.1 Describes The Socio-Economic background of the respondents.

Demographic profile particulars No. of respondents percentage

Below 20 8 16%
Age 20 to 30 30 60%
30 to 40 6 12%
Above 40 6 12%
Total 50 100%
Female 35 70%
Gender Male 15 30%
Total 50 100%
Married 18 36%
Marital status Unmarried 32 64%
Total 50 100%
SSLC 4 8%
HSC 7 14%
Educational Qualification Degree holder 37 74%
Illiterate 2 4%
Total 50 100%
Self-employee 2 4%
Private employee 10 20%
Occupation Government employee 1 2%
Professional 4 8%
Diploma 18 36%
Unemployed 13 26%
Total 2 4%
50 100%
Up to 5000 10 20%
Rs.5000 to Rs.25000 26 52%
Rs.25000 to Rs.50000 12 24%
Monthly income Above 50000 2 4%
Total 50 100%

 According to the aforementioned data, 16% of respondents are under the age of 20, followed by 60% of
respondents between the ages of 20 and 30, 12% of respondents between the ages of 30 and 40, and 12% of respondents
above the age of 40.

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 It may be seen from the preceding data that 70% of respondents are female and 30% are male. Given that the
respondents' responses to the question were either male or female.
 As per that table, 36% of the respondents are married, while 64% are unmarried.
 As can be seen from the data above, the respondents have a range of educational backgrounds, with 8%
successfully completing their SSLC, 14% having completed their HSC, 74% having obtained a degree, 4 being
illiterate.
 The above table shows that 4% of respondents are self-employed, 20% are employed by private companies,
2% are employed by the government, 8% are professionals, 36% are other professionals, and 26% are unemployed.
Additionally, 4% of respondents chose unemployed.
 In accordance with the preceding table, the respondents' average monthly income is displayed as a
percentage, with 20% of respondents earning less than Rs. 5000, 52% earning between Rs. 5000 and Rs. 25000,
24% earning between Rs. 25000 and Rs. 50000, 4% earning over Rs. 50,000, and 52%not working.
Table No.2 Describes the Chi Square Test Between Age and Awareness of The Respondents
Chi – Square Tests
Ho: There is a no relationship between age group and Awareness about brands of Perfumes.
H1: There is relationship between age group and Awareness about Usage of Perfumes
value df Asymp. sig. (2-sided)
Pearson Chi - square 3.283a 4 .512
Likelihood Ratio 3.780 4 .437
N of Valid Cases 50
6 cells (60.0%) have expected count less than 5.the minimum expected count is .60.The above test proves that age has
significant effect on the awareness of the respondents.
FINDINGS OF THE STUDY.
 Majority (60.78%) of the respondents are between 20 to 30 years of age.
 Majority (70.59%) of the respondents are male.
 Majority (64.71%) of the respondents are unmarried.
 Majority (68.63%) of the respondents have 4 members in their family.
 Majority (72.55%) of the respondents are degree holders.
 Most (35.29%) of the respondents are having respondent to other type of occupation.
 Majority (50.98%) of respondents are students, hence they do not receive income.
SUGGESTIONS
Read Reviews: Before making a purchase, it's important to read reviews of the perfume you're interested in. This will
help you get an idea of what other consumers think of the scent, its longevity, and overall quality. If you're shopping
online, make sure to read reviews from multiple sources to get a well-rounded idea of the product.

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Test Fragrances: When shopping in a physical store, take the time to test different fragrances before making a
purchase. If you're shopping online, consider purchasing a sample or smaller size of the perfume before investing in a
larger bottle.
Compare Prices: Whether you're shopping online or in a physical store, it's important to compare prices before
making a purchase. Many online retailers offer the same products at different prices, so make sure to shop around
before committing to a purchase. In a physical store, don't be afraid to ask if they have any discounts or promotions
running, and compare the price with other stores in the area. By taking the time to compare prices, you can ensure
you're getting the best value for your money.

CONCLUSION.

In conclusion, a number of variables, including product quality, brand reputation, cost, ease of use, and personal
preferences, might affect how consumers behave while making purchases of perfumes. Both physical businesses and
online ones have benefits and drawbacks that might influence customer behavior in different ways. Convenience, a
larger product selection, and frequently reduced costs are offered by online retailers. Yet one potential drawback is
that customers might not be able to personally smell or test the perfume before buying. Moreover, worries regarding
the legitimacy of the goods and the timeliness of delivery may influence consumer behavior. Moreover, perfume
businesses can use digital marketing strategies to build interesting, tailored online experiences that can affect consumer
behavior. For instance, perfume businesses can assist customers in making informed purchasing decisions by utilizing
social media influencers, tailored suggestions, and virtual try-on capabilities. While both online and physical stores
have benefits and drawbacks, the most prosperous perfume brands will be those that recognize the requirements and
preferences of their customers and make use of both online and offline channels to develop individualized and
engaging experiences.

REFERENCE.

 “Fragrance and Wellbeing. Plant Aromatics and Their Influence on the Psyche” by Dr. Renu Gupta (2015) –
published by Niyogi Books.
 “The Book of Perfumes: A Handbook on the Manufacture and Adulteration of Perfumes. With Especial
Reference to their use in the Preparation of Perfumed Soaps” by A.B. Hale reprint edition. 2017. – published by Alpha
Editions.
 “Fragrant Heart: Aromatherapy for Healing and Well-being” by Dr. Anjali Sharma 2018. – Published by
Penguin.

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