Isfaqur Siddique

CONTENTS Serial no. Title Page no. 1 PREFACE 2 1 Introduction of the Survey 3 2 Objective of the Survey 3 3 Research Methology 4 4 Products overview 5-6 4 Global Fragrances market overview 6 5. Indian Fragrances market overview 7-8 6 Halal market of Perfume and Attars Reports 8-9 7 Company Analysis 9-10 8 Tamilnadu Market Segmentation. 10-11 9. Tamilnadu Perfume market Analysis 11-13 10. Perfume Retail outlet in Tamilnadu 14-20 11. Data Analysis and Interpretation Results(Most important) 20-26 12. Finding of the study 27 13. Conclusion 28 14. Suggesions and Recommendations 28 15. ANNEXURE (Questionaire for collecting Primary data) 29 PREFACE: A business function is concern with the formulating of long-term objectives and development plans to achieve them. The aim of this survey report is to present a general picture. This report gives a brief idea about the Ajmal Perfume in Customer satisfaction compare to other companies. It also gives the knowledge about performance of Ajmal Perfume market. I have tried to discuss in detail about my survey on Consumer Buying Behaviour towards Ajmal Perfume which is based on theoretical study in my BSc ChemistryHonours, MBA (Marketing)& Post Graduate Programme in Planning and Entrepreneurship(PGPPE) courses and engaged on Ajmal& Son’s (Working as a Salesman and two month market survey).Result of study is based on finding of the study and data collected from customer and retailers.And also the guidance and suggestion of my senior and entire Ajmal&Son’s Team. I hope this report will prove to be useful to organization and enhance the knowledge of reader in buying behavior of the customer in Chennai and other parts of the Tamilnadu. Name: Isfaqur Siddique Mobile no- Email id:- AJMAL& SON’S TAMILNADU’S MARKET RESEARCH REPORTS Introduction: . My studies is Consumer Buying Behaviour with special reference to Ajmal Perfume.In this study I tried to find out the factors affecting the buying behiviour and attitude of consumers when they purchases fragrances products.Modern marketing is a customer oriented so the aim of the marketing is to meet and satisfy the target and the need and wants. The purpose of this study is identifying the consumer’s motive’ behind the purchase of perfume products with special reference to Ajmal Perfume. More over an attempt was also made find out the level of satisfaction of consumer with Ajmal Perfume Products. So, it implies that Consumer is the king and here the analysis has been made to know the buying behaviours of consumers towards Ajmal Perfume. Problem definition: Problem Statement:- What are the factors which influence the user while purchasing Perfumes. What is their perfume budget?From where customer purchases perfume products? My study deals with User Behavior and different factors that influence user to purchase a particular brand of perfumes. As perfume is regarded as one of the biggest Fast Moving Consumer Good (FMCG), there are many factors in mind of user which induce them to purchase a particular brand of perfume. Some of these factors are Price, fragrance, Packaging, Brand name and distribution channel(i.e availability) etc. Ever changing behavior of user, dominance of different brands in the market compelled me to undertake a research work in this segment. The prime objective of my study is to analyze the effect of various factors on buying behavior of users Objective of the Study: The study has been under taken with the objectives to find out the overall reputation and actual position of Ajmal Perfume. In the market of Chennai and rest of Tamilnadu following are the various objective of the study. 1) This survey is based on user behavior towards Perfumes. 2) T o analysis the market with specific references to Ajmal Perfume. 3) To ascertain people’s awareness about Ajmal Perfume. 4) To find out the important factors which influence consumers to buy Perfume Products. 5) To find out the Consumer Buying Behaviours. 6) To study the customer acceptance of product. 7) To asses customer satisfaction level of Ajmal Perfume. 8) The other objective is to know about the customer satisfaction associated with the product and the customer preference level. 9) To increase customer satisfaction and recapture the market share by fulfilling the customer needs. 10) To study the factors affecting the consumption pattern. Sample Size: For collecting the primary data through the dealing and questionnaire I have taken sample size of 100 customers of Chennai and Rest of Tamilnadu’s main city. Period of Project: The period of project study was approximately two months. RESEARCH METHOLOGY: Following is the blue print of how the research was conducted, it includes 1) Choosing the approach 2) Determining the type of data needed 3) Choosing the method of data. Type of data used: Primary data and Secondary data have been used in the Research. Primary data: Primary data are the data which are not already exists and is collected from the market survey or market resource. The sources from which primary data are collected are: 1) Questionnaire 2) Dealing with customer 3) Discussing with customer 4) Visited to the Retailer, Whole sellers, Distributors and competitors store etc Secondary data: Secondary data is one that already exists and is collected from published source. The source from which secondary data are collected: 1) Internet 2) Business Magazine 3) Books 4)News Paper Tools of Analysis 1) Percentage Method: This tool was used to calculate the percentage for different option for particular question. 2) Column Chart: It was used to graphically show the data in horizontal form. 3)Pie Chart: It was used to graphically represent the data. MEANING OF CONSUMER BUYING BEHAVIOUR : The collective, action including the searching, evaluation selections purchasing, consuming, disposing of products taken by consumers in determining which goods and services hold the most value for meeting their wants and needs. Marketers study consumer buying behavior to determine the influence of psychological, sociological, demographical, and cultural factors have on buying decision. Product Overview Perfume is a mixture of fragrant essential oils and aroma compounds, fixatives, and solvents used to give the human body, animals, objects, and living spaces a pleasant scent. The odoriferous compounds that make up a perfume can be manufactured synthetically or extracted from plant or animal sources. Perfumes have been known to exist in some of the earliest human civilizations either through ancient texts or from archaeological digs. Modern perfumery began in the late 19th century with the commercial synthesis of aroma compounds such as vanillin or coumarin, which allowed for the composition of perfumes with smells previously unattainable solely from natural aromatics alone. The precise formulae of commercial perfumes are kept secret. Even if they were widely published, they would be dominated by such complex ingredients and odorants that they would be of little use in providing a guide to the general consumer in description of the experience of a scent. Nonetheless, connoisseurs of perfume can become extremely skilful at identifying components and origins of scents in the same manner as wine experts.The most practical way to start describing a perfume is according to the elements of the fragrance notes of the scent or the "family" it belongs to,all of which affect the overall impression of a perfume from first application to the last lingering hint of scent.  Fragrance notes Perfume is described in a musical metaphor as having three sets of notes making the harmonious scent accord . The notes unfold over time, with the immediate impression of the top note leading to the deeper middle notes, and the base notes gradually appearing as the final stage. These notes are created carefully with knowledge of the evaporation process of the perfume.   Top notes: The scents that are perceived immediately on application of a perfume. Top notes consist of small, light molecules that evaporate quickly. They form a person's initial impression of a perfume and thus are very important in the selling of a perfume. Also called the head notes   Middle notes: The scent of a perfume that emerges just prior to when the top notes dissipate. The middle note compounds form the "heart"or main body of a perfume and act to mask the often unpleasant initial impression of base notes, which become more pleasant with time. They are also called the heart notes.   Base notes: The scent of a perfume that appears close to the departure of the middle notes. The base and middle notes together are the main theme of a perfume. Base notes bring depth and solidity to a perfume. Compounds of this class of scents are typically rich and "deep" and are usually not perceived until 30 minutes after application. The scents in the top and middle notes are influenced by the base notes,as well the scents of the base notes will be altered by the type of fragrance materials used as middle notes. Manufacturers of perfumes usually publish perfume notes and typically they present it as fragrance pyramid, with the components listed in imaginative and abstract terms. Global Fragrance Industry market overview The world fragrance and perfume industry is expected to exceed $36 billion in 2017, according to research from Global Industry Analyst Market growth is fuelled by demand from emerging markets and consumer lifestyle trends granting an increasingly central place to grooming. Market growth is, however, inconsistent across various geographic zones because growth in any one geographic zone depends on the living standards, disposable income and GDP of the country. Consumer demand for fragrances and perfumes is largely dependent on demographics and lifestyle trends, in particular the importance of luxury and status. Leading Industry Associations Fragrance Foundation Arabia www.fragrancefoundationarabia.org International Fragrance Association www.ifraorg.org British Fragrance Association www.bfaorg.org Canadian Cosmetic Toiletry and Fragrance Association www.cctfa.ca American Society of Perfumers www.perfumers.org Fragrance Foundation Arabia www.fragrancefoundationarabia.org INDIAN FRAGRANCE INDUSTRY MARKET OVERVIEW Indian Fragrance industry to cross Rs 10,000 crore in next 3 years The Indian Fragrances Industry which is growing at a compounded annual growth rate (CAGR) of 40 percent, is likely to reach a figure of Rs 10000 crore by the year 2015. According to a study released by the industry body, the Associated Chambers of Commerce and Industry of India (ASSOCHAM) titled 'Domestic Fragrance Industry: The way ahead', the industry is currently poised at around Rs 3700 crores. The study explains that the fragrance industry consisting of deodorants, perfumes and roll-ons. Indian deodorant and roll-on market is currently valued at about Rs 1,800 crore and is growing at about 55 per cent annually, while the perfume market is growing at about 30 per cent and is currently poised at about Rs 1,500 crore. The roll on market's current size is a meager Rs 400 crore as only a handful of brands are operating in this domain, highlights the study. "Rising demand for fragrances from tier II and III markets is the real growth driver of this Fragrance industry as a result companies are gradually shifting their focus from metros and exploring other markets and gearing to launch a range of affordable deodorants, perfumes and colognes during summers," said the ASSOCHAM study. Unorganised sector accounts for nearly 30 per cent of the total fragrance industry. Nearly 60 per cent of the whole fragrance market is dominated by the men's category which is also highly fragmented and keeps evolving with change in attitudes and lifestyle. Besides, high-end perfumes in the male category are also doing a brisk business courtesy the growing urge among urbane Indian males to stay well-groomed. Though there are limited options for women but the segment is likely to see an upsurge with various existing brands and new entrants resorting to sustained media campaigns to cash in on the untapped category with enormous growth potential. Teenagers are a significant segment in both male and female categories as an average teenager at an urban centre tends to spend anywhere between Rs 500 and Rs 2,000 only on fragrance including - deodorants, roll-ons and perfumes. Although, the fragrance business is not seasonal and consumers use it across the year but almost half of the aggregate sales of deodorants and perfumes occur between March and September as people splurge more to counter sweat causing body odour and remain fresh, said the ASSOC HAM study. According to the ASSOC HAM study, coastal cities account for maximum sales of deodorants pan India.Besides, perfumes are a significant gift option and as per an estimate over half of perfume sales account for gift buying. Thus, companies in the sector are putting additional focus on packaging and constantly keep re-inventing themselves to lure consumers and push sales. Armani Azzaro Burberry, Chanel, CK 1, Dior, Escada, Estee Lauder,Ferrari Huggo Boss Lacoste,Nina Rici, Polo,Shiseido etc. are certain most sold leading perfume brands in India. Amid the deodorant category Axe, Park Avenue,Nivea, Set Wet, Wild Stone, Garnier, Yardley etc. are leading. Halal Market of Perfumes and Attar Reports: The demand market for traditional attars in India is popular amongst all religious groups for ages as the distillation of Attar is mentioned in the Hindu Ayurvedic text Charaka Samhita and for Muslim, prophet Muhammad (PBUH) emphasized to use the attar in several occasion. But the traditional market is fading out and confined to selected religious ceremonies only and it is being replaced by the western style perfume and fragrances. Effects are visualized more on other religion in comparison to Muslim. Further, increase in the middle income group resulted with change life style, Indian masses prefer to synthetic perfumes in place of naturally abstracted fragrances. In wake of market liberalization, reform policies, FDI inflows and lesser import services, the Indian market of perfumery is developing a global prospective. Currently, major share approximately two third is manufactured in unorganized market and sold on street side only. But the thanks for the urbanization and improvement in living standard, people are looking now towards organized branded products which caused to flourish the Indian market. Organized sector is dominated by multinational companies with high priced products while the authentication of Halal compliance is completely devoid. Halal certification is precondition to Muslim who have their constraint to not to use alcoholic and pork ingredient manufactured products.      Foreign companies Givaudan SA of Switzerland; International Fragrances and Flavors (incorporating Bushbooke Allen) of USA; Quest International (subsidiary of ICI and earlier a part of Unilever); Firmenc of Switzerland; Haarman & Reioner of Bayer, Germany; Taleasago of Japan (contract manufacturing) is already in the competition of Indian perfume market. From the Halal side, Ajmal perfumes is the leader Indian fragrances company in attar, perfumery and in perfumes having the showrooms in the metro cities of Mumbai and Delhi and the leading exporter to Middle East for its verities of products. Habib international is another traditional attar distributor  having the showroom at Mouhammad Ali Road. Its famous products are Attar Al Habib and Ruh-Al-Ruh  Besides the traditional attar like Ajmal, Habib and other unorganized manufacturer, Indian Halal market is lacking for the variety of products which would be Shariah compliant and free from alcoholic and pork ingredient butin standard and hygiene that should be superior to the branded conventional perfumes.   India third largest Muslim populated country with substantial share of youths and the highest exporting destination of attar to Middle East countries have the huge potentialities to become the major hub for Halal perfumes and attars. According to estimation, Indian Halal perfumes market would be grown to three billion Rupees into the next ten year. Indian exports more than 77 percent of total exported quantity of attar to Saudi Arabia, United Arab Emirates and Oman and the synthetic perfumery to UAE and Saudi Arabia. COMPANY ANALYSIS: Core Competencies of Ajmal Perfume: Ajmal & Son’s seeks to use its core competencies to achieve a sustainable competitive advantage, in which competitors cannot provide the same value to consumers that Ajmal& Son’s does. Already, Ajmal &Son’s has developed core competencies in (1) offering a high-quality fragrance, branded product whose image is recognizable among consumers; (2) creating a sense of community among consumers who purchase the Ajmal products; and (3) developing a reputation among retailers as a reliable manufacturer, delivering the requested number of products on schedule. The firm intends to build on these competencies through marketing efforts that increase the number of products offered as well as distribution outlets.(own) By forming strong relationships with consumers, retailers, and suppliers of raw materials and other goods and services, Ajmal &Son’s believes it can create a sustainable competitive advantage over its rivals. No other Perfume company can say to its customers with as much conviction “Fragrance notes that delight the senses”! SWOT ANALYSIS OF AJMAL PERFUME SWOT Analysis: Strengths Reputation and Fame in the Gulf Country. More than 60 years experience in the perfumery sectors. Huge number of honest skill and unskilled labour. Expert R&D team Location of business Quality processes and procedure Strong team of honest and Talent Indoor Sales Profession. Strong Sales Network to sale to the Arabian customers.      Innovative production methods provides the potential for new fragrance Weakness No experience in marketing perfume products Lack of advertising through media Lack of awareness in the Rural area Lack of distribution channel. Follow the traditional business strategy. No experience in distribution to modern retail stores and Mall’s big Retail chain store. Opportunities Market growing faster than our current sales. Product’s is high quality than the competitor product A developing market such as Internet Joint Ventures or Strategic alliance. Moving into new market segments that offer improved profits. Consumer demand for luxury perfume creates a demand for innovative products. Day by day consumer lifestyle change so demand of luxury perfume increase day by day. Large Market. Threats Possibility of new market entries. A price wars with competitors Government binds huge taxes and excise duty in the perfumery products. Competitors have superior access to channels distribution. Deficiency of raw materials. Strong competition with concentrated market shares Market Segments Market segment of Tamilnadu market according to income 1) High class family (Urdu speaking Muslim people), 2) High class family (Tamil speaking other religion people), 3) Dual income family (both) 4 )Middle class family 5)Working executive 6)Corporate customer Market segment of Tamilnadu market according to socio cultural factors 1) Tamil speaking other Religious customer 2) Tamil Muslim 3)Jain or Marowari customer 4)Urdu speaking Muslim 5)Others. Market Segment of Tamilnadu market according to age a)18-24 b) 25-34 c)35-54 d)54+ Table 1: Customer segment of Tamilnadu according to income (Total purchasing of these segment) Type of customer Percent of ajmal perfume buyer Percentage of total customer in Chennai market High class family 40 10 Middle class family 25 50 Dual income family 10 15 Corporate customer 5 10 Working executive 20 15 : CHENNAI PERFUME MARKET ANALYSIS: There are many international fragrance manufacturing from France,Italy and UK present in the Chennai market.These are Azzaro,Aigner,Antinio banderas burberry,Hugo boss,Escada Gucci,Armani,Ferrari,Versace,Lotto,Le copper,Sisley,Paco rabanne and many more.These perfume are distribute to the Chennai market by one big Mumbai base distributor Baccarose.The Baccarose retail partner in chennai are Shoopers stop,Lifestyle,Westside,Health and Glow,Parcos,Pantaloons etc.They distribute to the following modern retail store in Chennai market : Connexion Hi-Style  Hi Style OMR Landmark Ampamall Landmark City Center Landmark Spencer Plaza Lifestyle City Centre Lifestyle Express Mall Pantaloon Chandra Mall Pantaloon Spencer Plaza Parcos Ampa Mall Parcos Express Mall Shoppers Stop Chennai Westside Express Avenue Mall Westside Spencer Currently, with over 20 brands from France, Italy and UK the Baccarose distribute to the Chennai market departmental or modern retail store. Today, Baccarose has established itself as a ‘Pioneer in Luxury Brand Distribution’ in the Chennai perfume business. Due to strong manufacturing and distribution skills and strong brand recognitions and promotion in the international market. . Rasasi,Ahsan and Asma are strong at lower price line product. And also many more small small local perfume manufacturer product present in the Chennai market. These company’s economy cost low quality perfume available in every corner of the Chennai market. Some company’s deodorant also available in the Chemist shop and grocery shop. A Bangalore base new perfume company Asama enter in the Chennai perfume’s Agar wood and Dahn al oudh market. Asama is successful to attract few of our target Omani customer with provide low quality of D.O and Agar oudh in economy price. Because the showroom location of Asama is near to the Appolo hospital. Asama also success to attract middle class tamil customer with provide economy pack concentrated perfume. In the Chennai Perfume market three Arabian Perfume manufacturing house become a greater competition of concentrated perfume.This three Arabian Perfume company’s name is Rassasi,Al-Harmain and Swiss Arabian. These are the major competitors in the Chennai Concentrated Perfume market. Some of their products which are fast moving in the Chennai perfume market.These are: 1)Mkt.al oudh from Rasasi,20ml pack price is 480 rupees 2)Esraa from Rasasi 30ml pack price is 800 rupees. 3)Amber oudh from Rasasi,14ml pack price is 500 Rupees. 2)Firdous from Swiss Arab,8ml pack price is 280 rupees. 3)Makkah rollon from Alharmain,15ml pack price is 280 rupees. According to some retailer comparison to Ajmal.’s Musk rose,Tempest,Passion,Scarlet and Mkt Al-wafa the Rasasi,Alharmain and Swiss Arabian products has better packaging,Top note and economy price etc.They also mention that Ajmal’s these products is made in India but Rasasi,Alharmain and Swiss Arab products is always made in Dubai. So, their customers prefer more to these products. Also many other economy Arabian perfume’s products present in the Chennai perfume market.The three concentrated Chennai concentrated perfume market leaders have francy bottle with pleasant top note.Their products is always in economy price with attracting packaging..Due to the strong distribution of Rasasi, their products is available in every corner of the Tamilnadu market.Rasasi’s Perfume and Deodorant is also available in every corner of the Tamilnadu Perfume market.According to some retailer Rasasi products is cheap and best quality.It gives the value to the customer of their money.The Rasasi main core competencies is they have not price tag,so retailer selling these products according to their choice.Strong distribution channel,attractive packaging pleasant Tope note,economy price and right STP(Segmentation,Targeting and Positioning).And also given huge margin to the whole seller and Retailler.So, their products is available in every corner of the Chennai perfume market. .Also many local Chennai base perfume company’s products also available every corner of the Chennai perfume market. This local company’s products target to the middle class muslim consumers of the Chennai Perfume market.ie Ahsan,J.K Perfume Brand switching and experimentation by consumers is easy for low priced perfume, assuming availability. Consumers are very design oriented when buying branded perfume in Big Mall outlet. Perfume attributes that we consider most important include EDP, crystal bottle , packaging, price, and durability. Distribution and display are very important in this market and can encourage impulse purchases for both personal use and as gifts. Consumers are reached through mall to the perfume stores. We currently have access to many of these channels, representing 60 percent of perfume sales. Channel development is necessary to reach the total perfume market. A majority of branded perfume are currently purchased at modern retail store by the Indian Chennai customer. We will take advantage of our strong new distribution channel through to assure widespread availability of Ajmal Perfume. Modern distribution channel development will be deferred until we are established in our traditional retail channels. MAJOR RETAIL OUTLET IN TAMILNADU: EXPRESS AVENUE MALL: PARCOS: In express avenue mall there is one Parcos Perfume shop. In this shop first moving products are Armani Giorgio 100ml pack(4500) and Sisley 100ml pack(13500),David off coolwater 100ml pack Rs 2000 and 3000,ladies perfume Escada also fast moving.This data collect from the Salesman of Parcos(Md Ajmad) Westside:First moving products are Paco Rabanue’s 1 million 100ml cost 4300rupees andXSPU 100ml cost3700rupees,United colors of Benetton’s Let move 100ml cost 1800 rupees.Azzaro’s Toilet crome 100ml pack price is 3500 rupees,Carrolina Herrera(M) 100ml pack price is 4200rupees.This data collected from Salesman of Westside Sadaf Shaif-) Lifestyle:Hugo Boss(m)100ml pack 3500rupees,Spice oriental Italy of Versace eros 100ml pack price 5600rupees,Eternity aqua 100ml pack price 3500rupees,50ml pack price is 2800rupees. Health and Glow:One man show musky for man 100ml pack price is 1650 rupees,Ferrari Italy 100ml pack Rs 2700,Silver scent 100ml pack Rs 2100. The body shop: Their one popular and fast moving product is White musk for man. Big Bazaar:In big bazaar there are some low cost perfume available.These are Code fleur 100ml pack Rs480,Numero 100ml pack Rs 550,Magic 50ml pack Rs 250. Phoenix Mall: Parcos: In Phoniex mall there are two Parcos Shop.One is specialist in perfume and another is specialistion in Body lotion and beauty creams.In the perfume specialist shop has premium brands like Aigner, Azzaro, Burberry, Calvin Klien, Carolina Herrera, Cartier, Davidoff, DKNY, Dolce & Gabbana, Elizabeth Arden, Escada, Ferrari, Givenchy, Gucci, Georgio Armani, Isse Miyake, Jean Paul Galutier, Kenzo, Loewe, Lanvin, Lacoste, Nina Ricci, Paco Rabanne, Prada, Ralph Lauren Azzaro, Burberry, Calvin Klien, Carolina Herrera, Cartier, Davidoff, Thierry Mugler, Versace etc.This information are collect from the salesman name Mr. Riaz-) Life style:The fast moving products are Paco Rabanne.Gucci and Azzaro.This information are collect from the salesman(Mr Fayaz-,Yah Yah khan-) Health and Glow: In this shop some economy Indian and western branded perfume are available. Big Bazaar: In big bazzar there are varities type of Deodorant from Indian and western like Nivea,Yardley,Wild stone,park Avenue etc.Some deo are in 150ml pack in MRP 180. Skywalk Mall: Parcos:The skywalk Parcos has the following products are Escada, Ferrari, Givenchy, Gucci, Georgio Armani, Isse Miyake, Jean Paul Galutier, Kenzo, Loewe, Lanvin, Lacoste, Nina Ricci, Paco Rabanne, Azzaro, Burberry, Calvin Klien, Carolina Herrera, Cartier, Davidoff, DKNY.The salesman Name is S.Md Abdul Qudir-) Land mark:In the skywalk land mark there are many Premium branded perfume like NIKE, Azzaro, Burberry, Calvin Klien, Carolina Herrera, Cartier, Davidoff, Azzaro, Burberry, Calvin Klien, Carolina Herrera, Cartier, Davidoff etc.Mr Sandeep Vohra purchase manager Landmark-) West side:In this shop some luxury branded perfume are Azzaro, Burberry, Paco Rabanne, Azzaro, Burberry, Calvin Klien, Carolina Herrera, Cartier, Davidoff,United Colors of Benettons etc. Spencer Plaza: In the spencer plaza there is no any perfume speciality shop.But there is some stationary shop where some economy branded perfume are available both from India and Imported. Attar Specialist Retail outlets in Chennai: Barkath Enterprise,Perimet: Fast moving products are Esrra(CP) from Rasasi 30ml pack MRP.8000,Makkah(Rollon) from Alharmain 15ml pack MRP.280/ Elite Attar: The fast moving products are 1)M. aloudh from Rasasi 20ml pack wholesale rate 480 rupees selling price 550 rupees 2)Firdous from Swiss Arab 8ml pack selling price 280-290 rupees.3)Assel from Al Rehab 6ml pack selling price 75 rupees 4)Dahn al oudh from Afnan wholesale rate 600 rupees Selling price 700 rupees 5)Afnaan from ASMA 8ml pack selling price is 60rupees 6)Royal Mirage from Royal Mirage(Eau de cologne)120ml pack wholesale rate 380 rupees selling price 420 rupees. NYYK collection,Periemet:Fast moving products are 1)Scent Black,Attar sandal,Army,Attural Naim from Ahsan Perfume 8ml pack wholesale rate 35 rupees and selling price 70 rupees2)Silver secret men,Aseel from Al Rehab 6ml pack wholesale rate 55 rupees selling price 100 rupees. Buraqh Book Store,Triplicane: They are dealer of Mumbai base company Progati Aroma.The fast moving product in their shop is Amber wood(CP)from Rasasi 14ml pack selling price 650rupees. Darrusalam India,Triplicane:Fast moving product are Amber oudh(CP) from Rasasi 14ml pack selling price500 rupees.According them this is oudh but not strong pleasant smell. Other Region: Coimbatore: Brookfield Mall: This mall is situated in the heart of Coimbatore city,Krishna Swamy street.In this mall there is not any perfume specialty shop or showroom. But in this mall the present of two big multi speciality retail chain Life style and Website. Both of this retail chain have perfume counter.Their counter have presents of some world luxury brand.In the website perfume counter most fast moving products is One million of Paco Rabbane.In this mall there is also another Chennai base retail chain.The name of the Retail chain RMKV store.Rmkv also have a big perfume counter.In the counter have different economy branded perfume both from Indian and Imported.People reach to the mall and through this retail chain they enter to this perfume counter consume perfume according to their needs and want. Fun Republic Mall :This mall is situated in Peelanmedu.Peelanmedu is an Industrial and Institutitional area of Coimbatore.Gathering of people is not too much.But I observe people come to this mall due to dining in this mall.There two big western restaurant is present in this mall i.eMac Donald and KFC.They have big store in this mall.Also shoppers stop big store is also present in this Mall.There is no any perfume and Cosmetics Specialty shop in this mall like Parcos,Health and Glow,The Body shop etc.But in this mall the presents of H&B store[New U] Dabur and Landmark provided perfume to the customers.The Dabur shop have a perfume counter.Their counter have presents of some economy branded perfumes and deodorants.The Landmarks also have a Perfume counter. Landmark counter have different type of economy and luxury branded perfume. Other shop in Coimbatore: The Standard Bottles&Perfumes: They are the perfume bottle specialty shop.They have also the collection of different different economy Attar and perfume. The maximum muslim customers from rural areas purchase concentrated perfume both retail and wholesale rate.They are more interested to dealing Ajmal Perfume. Natural essence &Aromatics: They are mainly Attar specialty shop.They are dealing some economy Attar and perfume.They are very interested to dealing Ajmal Perfume.After know about the Ajmal Perfume instantly they given a order. The Indian Attar Store: This is an attar specialty shop.This shop is mainly dealing some economic Indian essential oils or concentration perfume. India Store: This is a big stationary shop.They have also huge collection of economy branded perfume.Both from India and imported. Nuthan Store:This is a medium stationary shop.But they have huge collections of some deodorant and Perfume.They are more interested to dealing the Ajmal Perfume.They mention one upon a time customers was searching Ajmal Perfume in their shop. Shiringar Agencies:This is a medium type shop.They are dealing Agarbatti and fragrances products.They are dealing some economic products. Ashiana Agencies: This is one of the reputed distributor of Perfume and cosmetics products in the entire Coimbatore market.They are dealing some economic branded perfume like Foggs,Wildstone,Axe,Nivea etc. Madhurai Tops Shop: This is an Arabian goods specialist shop in Madhurai.They are dealing some Arabian dry fruits and Arabian perfume.People known them as Arabian shop.They are more interested to dealing the Ajmal Perfume. Best shop: This is a Perfume and cosmetics specialty shop.They are also dealing some economic branded perfume and deodorants. They are both retailer and whole seller. Kundan Trading: This is one of the reputed whole seller cum distributor in the Madhurai Perfume market.They are more interested to dealing the Ajmal Perfume. Winner Fancy goods: This is a medium perfume and Deodorants specialty shop. They are dealing some economy Branded Perfume.The owner of the shop aware about the Ajmal Perfume. Earlier he was working in Dubai.He is more interested to dealing the Ajmal Perfume. Amizhthini Shopping: This is a big shooping complex. They also have a big counter of perfume and Cosmetics.They are dealing both luxury and economy branded perfume both from India and imported. Quraniya Book Depot: This is one of the reputed Islamics book collection shop.They are also dealing some economy Chennai and Mumbai base Concentrated Perfume.They are already aware about the Ajmal Perfume.They said that it is not possible for them to dealing Ajmal Perfume due to high price.But they said that Ajmal products is very high quality and standards we have not this type of customers. Al-Ameen Book Depot: This is a medium Islamic book shop.They are also dealing some local Chennai base Concentrated perfume. Mahalakshmi Trading:They are the retailer cum Wholeseller of perfume and Cosmetics products.They are dealing some economic branded perfume and deodorants like Foggs,Wildstone,Axe Lomani,Park Avenue etc. Abna Shop:This is a medium perfume and deodorants retail shop. They are dealing some economy branded perfume.But the owner of the shop is more interested to dealing the Ajmal deodorants. Shop no.6,Meenakshi Bazaar:This is a small ques of economy perfume and deodorants. Shop no.39, M.Kaja Maideen,Meenakshi Bazaar: This is also a small ques of economy perfume and deodorants. Natraj Novelty: This is also a small ques of economy perfume and deodorants. The middle class family consumers purchases perfumes and deodorants from this small ques. TRIPUR Almadinah Arabian Dry Fruits,U.A Munier Basha,Udumalpet,Tripur:This shop location is udumalpet of Tripur districts of Tamilnadu.Udumalpet is the centre of Madhurai,Coimbatore and Tripur.Udumalpat is equal distance from this three city of Tamilnadu.The owner of the shop is the Ex Ajmal Employee.Earlier he was working in Bahrain Ajmal.He has mainly Arabian dry fruits specialty shop.He is also dealing some Arabian perfume,deodorants and stationary items. Already many times he purchases bulk from Ajmal Chennai showroom.He said that if one customer purchase first time of the Ajmal products he purchase again and again due to the quality.He said that some products response is very good and fast moving.But when he order this products in the Chennai showroom this products are not available in the showroom. HAFSA PERFUME: This shop is situated near big Masjid Building of Tripur.Muslim customers gathering is very much in this area.They are dealing some economy concentrated perfume both Chennai and Mumbai base company.They are interested to dealing Ajmal products.But they expected some economy products. SLEEK: This is a Tamilnadu base shooping complex chain. They have also a counter of perfume and deodorants both Indian and imported.They are interested to dealing the Ajmal products. Sree Mahaveers Gift Place:They are the whole seller cum distributors of Gift item, Perfume and cosmetics item.They are more interested to dealing the Ajmal products.But they want huge margin.They said that Ajmal products is new in this market customers is aware about your products just give your company standard margin you will be take the all responsibility. Supreme Paradise: This is a electronics cum Cosmetics store. They have also a counter of economic branded perfume. Tripur Paradise:This is one of the big shop of Tripur. They are also dealing the perfume products. National Paradise:This is one of the big Departmental store in Tripur.They have also a counter of Perfume and Deodorants.They are dealing only Indian perfume and deodorants. Vellore: Muskaan: This shop is infront of the CMC Vellore.They are mainly specialist in Bag.But they are also dealing many Indian and Western branded perfume.Some time Arabian customers also come to their shop.The fast moving product in their shop are Nike,Park Avenue,Wild Stone,Lomani,Davidoff etc. S.A Latheef Son’s:They are mainly specialist in Agarbatti.They are known as Latheef Agarbatti.Presently they are dealing some economy concentrated perfume.They are more interested for dealing Ajmal Perfume.They want to open a counter for Ajmal Perfume. Abdullah Store(General&Cosmetics):They are dealing some economic brand.Presently they are not interested due to high price of ajmal perfume.But in future they are dealing Ajmal perfume deodorant. The Fashion Bay(Cosmetics and General):This is a big store. The Rush of customer is very high in their shop.The sales person are Girls.So the staff of the CMC,students of the CMC,Professor of the CMC also purchases from this store.They are dealing some economic brands.They said that one Chennai base distributor distribute perfume in their store. Al Manar: This shop is situated at Kadpari,VIT road.They are dealing some Indian and Arabian Perfume both Concentrated Perfume and EDP.They are most interested about ajmal Perfume.They said that they will come to our shop and purchases in a bulk quantity. Kumbakonam and Trichy: Al noor Perfumery,Kumbakonam: They are dealing with some Arabian Concentrated Perfume and some economy Indian perfume and deodorant.After long discussion along with the owner and his son they given a ordered of 25,000 rupees. Umar Book Depo: This is small store.They are specialist in Islamic religious book.They also dealing some economy local Chennai base Concentrated Perfume.Presently they are not interested but in future they will come to our shop. G.K Saleem:He is the dealer and supplier of of some luxury branded perfume both Indian and Western in the entire Trichy Perfume Market.The owner was not satisfied the bottle shape of our perfume and deodorant according to the price.He said that our bottle and packaging is not attractive.He showing me some western branded perfume bottle and Packaging and comparison with Ajmal perfume.After a long discussion he agree to come our showroom. Taj Bhai(Md Taijuddin):He is a retailer and Wholeseller of Perfume and other FMCG products.He said that his customer is not aware of Ajmal perfume.He also said that his maximum customer Hindu and Christian.So,it is difficult for him to convence them about Ajmal Perfume. Sri Sun Plaza:He is specialist in electronomic products.He also dealing some economy perfume and deodorant.He said that his main business is electrical products.Perfume business is his secondary businesss. Faridha Qulity Spot:: They are dealing some grocery products,FMCG and perfume.Faridha Quality spot is a Retailer cum Wholeseller store.First he was not interested but after a long discussion and browsing ajmal perfume website he became interested.The owner said that in future he will be ordered in a bulk after discussion along with the purchase manager.He said that presently purchase manager is absent. . Data Analysis and Interpretation of Results: Questionaire: Q. 1) Do you wear perfume? (Here sample size 100) A) Yes B) No Serial number Response No. of response In figure In percentage 1 Yes 42 42 2 No 58 58 From the following figure it is clear that 42% of the people are wear perfume 58% of people are not wear perfume in Tamilnadu. 2) Are you Aware about Ajmal perfume?(Here sample size 100) Serial number Response No. of response In figure In percentage 1 Yes 21 21 2 No 79 79 From the following figure it is clear that 21% of the people are aware about the Ajmal perfume in Chennai and 79% of people are not aware about the ajmal perfume in Chennai. Q. 3) If yes how do you come to know about Ajmal Perfume?(Here sample size 21) Serial No. Response No. of response in figure No. of response in percentage A) From Website 3 14% B) Information from friends/Relatives 8 38% C) From Signboard 3 14% D) From exhibition 1 5% E) From Gulf country 6 29% From above chart it is clear that words of Mouth advertising are the best mode to inform the people about Ajmal Perfume product 38% of the people get information through Words of mouth from our satisfied customer,29% customer from gulf country reputation 14% people through signboard, 14% from website, 5% from exhibition. Q. 4) How often do you buy perfume? (Here sample size 50) A) Few times a month B) Once a month C) Once every couple of Months D)Once a year. E) Never(get from friends and Relatives) Serial No. Response No. of response in figure No. of response in percentage A) Few times a month 7 14% B) Once a month 21 42% C) Once every couple of month 18 36% D) Once a year 3 6% E) Never(got from friends) 1 2% From figure it is clear that 42% customer purchase perfume monthly,36% on every couple of month and 14% few times a month. Q. 5) What is your average perfume budget? (Here sample size 50) A) 250-500 rupees B-rupees C-rupees D-rupees Serial No. Response No. of response in figure No. of response in percentage A-% B-% C-% D) 3100-10,000 3 6% The figure shows that 54% customer monthly perfume budget is 250-500.Because there are many customers in Tamilnadu market they are only using deodorands or economy perfume. Q.6) Do you buy perfume as a gift? If so, how often?(Here sample size 50) A) Most of my gifts are perfume B)Some of my gifts are perfume C)Few of my gifts are perfume D)I don’t buy perfume as a gift Serial No. Response No. of response in figure No. of response in percentage A) Most of my gifts are Perfume 4 8% B) Some of my gifts are Perfume 14 28% C) Few of my gifts are Perfume 9 18% D) I don’t buy perfume as a gift. 23 46% From figure it is clear that more than 50% customer some time purchase perfume as a gift. 7) What volume of perfume are you more likely to buy?(Here sample size 50) A)<35 ml B)50 ml C)75 ml D)100> ml Serial No. Response No. of response in figure No. of response in percentage A) >35ml 11 22% B) 50ml 11 22% C) 75ml 10 20% D) 100>ml 18 36% From figure it is clear that 36% customer prefer the volume of perfume is 100ml or more than 100ml.And from above maximum customers monthly perfume budget is 250-500.Because maximum youth of Tamilnadu only use the deodorant. Q. 8) What is your favourite perfume?(Here sample size 50) A)Luxury French Perfume B) Indian Branded Perfume C) Economy branded Perfume D) Ajmal Perfume. Serial No. Response No. of response in figure No. of response in percentage A) Luxury Branded Perfume 10 20% B) Indian Branded Perfume 15 30% C) Economy branded Perfume 16 32% D) Ajmal Perfume 9 18% The figure shows 32% customer favourite perfume is economy branded perfume.From Q.2 analysis we come to know that 21% customer aware about the Ajmal perfume.From the figure shows that 18% customer favourite perfume is Ajmal perfume out of 21% customer who aware about ajmal.So customer satisfaction of Ajmal products is optimum. Q.9) What type of fragrance node do you like most?(Here sample size 50) A) Floral B) Musky C)Ambery D)Woddy Serial No. Response No. of response in figure No. of response in percentage A) Floral 20 40% B) Musky 22 44% C) Ambery 3 6% D) Woody 5 10% From figure it is clear that Musky(44%) and Floral(40%) node of fragrance are like more by the Tamilnadu customers. Q. 10) Does the packaging in any way influence you?(Here sample size 50) A)Yes B) No C) Sometimes Serial No. Response No. of response in figure No. of response in percentage A) Yes 25 50% B) No 6 12% C) Sometimes 19 38% The figure shows that maximum number of customers influence from the packaging of the perfume products. FINDING OF THE STUDY: 1) Maximum number of people who purchases the Ajmal products are satisfied with the performance of the products. 2) Most of the people in Chennai and other parts of Tamilnadu are not aware of the Ajmal Perfume. 3)Maximum number of customers who aware about the Ajmal Perfume through the Gulf country and through the friends and relatives who are visited to the middle east country or from the satisfied customer who already used Ajmal’s Products. 4) Maximum percentage of customer who consume Perfume products in Tamilnadu their monthly perfume budget is 250-500 rupees. 5)The customers who consume luxury branded perfume they are purchases from the Mall’s Retail store(i.e Website,Lifestyle,Body shop, Health and Glow, Landmarks etc) or Perfume specialty store i.e Parcos 6) Price, Packaging,Fragrance and the Qualitys are the important factor,which affect the buying of the Ajmal Perfume products. 7)Pleasant Top Notes of the fragrances is very important to selling of a perfume in Tamilnadu. . 8)Maximum number of consumer thought that the product that they want to purchase are not timely available if available the cost are high in their showroom in Chennai. 9) People found that the sale service of the Ajmal Perfume products is Average. 10) The three Arabian Perfume company Rasasi,Alharmain and Swiss Arabian products is available in the Tamilnadu Perfume market. 11)Rasasi is the leading economic branded perfume in the Chennai perfume market due to their strong distribution channel.Rasasi is not a market leader but their products is available in every corner of the Tamilnadu perfume market. 12) Most sold leading deodorant category in Tamilnadu is Foggs, Axe, Park Avenue,Nivea, Set Wet, Wild Stone, Garnier, Yardley etc. 13) Armani Azzaro Burberry,CK 1, Davidoff,Escada,Ferrari Huggo Boss Lacoste,Nina Rici, Polo,Paco Rabbne ,Sisley,Shiseido etc. are certain most sold leading luxury perfume brands in Chennai and other main city of Tamilnadu. 14) Ads in TV are the best media to aware the people about the Ajmal Perfume. CONCLUSION: The conclusion of the study is that the consumers are satisfied quality which the Ajmal Perfume is providing their customers.Ajmal Perfume awareness is very poor in the Tamilnadu market. It is also seen the study that the advertisements of Ajmal Perfume is very important people are influences by these advertisements only, and TV ad is best media for increase the awareness,but it is also seen that due to high cost some people have low purchasing power.It is easy to consumer of the all segments of the market to consume Ajmal Perfume products all the time. The company should think this aspect which will helps the organization to improve their share in the market. Ajmal Perfume products has good reputation amongs the customers who aware about Ajmal in Chennai and the other parts of Tamilnadu. And some of the people are aware with some products of the Ajmal Perfume and many people come to know about the Ajmal Perfume through the Friends and Relatives which are working and visited to the Middle East country. The buying behaviuor of the consumers are influenced by the personel,Psychological,social factors.In the case of the Ajmal perfume Price,Packaging,Quality and brand image play a major role in buying of the products.In Chennai and the other main city of Tamilnadu the customers purchases luxury perfume from the Mall’s Modern Retail store and the Perfume specialty store i.e Parcos,Body shop Health and Glow,Website,Lfestyle,Landmarks etc.The middle class family who consume the economy branded perfume they are purchases from the departmental store,Convenience store,Stationary store Cosmetics store and Chemists shop.For targeting and improve the market share of Tamilnadu company will make new business strategy and new distribution strategy. SUGGESTIONS AND RECOMMENDATIONS: 1)Company should more emphasis on the ads in Hoarding,Newspaper and TV ads. 2)The Ajmal Perfume should be made according to the need of the different segments of customer i.e availability and price. 3)Ajmal Perfume should emphasis on the customer delightness not only on the satisfaction. 4)If the Ajmal perfume want to capture the share of the Imported luxury brand(i.e Armani, Hugo Boss,Paco Rebbane,Sisley etc) and maintain their luxury then will be open ques in the Big Mall like Express avenue,Phoenix Mall etc. or alliance along with the modern retail chain like Lifestyle,Website,Landmarks,Health and Glow,Body shop , Percos or Baccarose etc. 5)If the Ajmal&Son’s want to capture the market share of economic branded perfume both Indian and imported one then Ajmal Perfume will be make the new marketing strategy. And also build strong distribution channel (i.e availability of the Ajmal products in departmental store,Convenience store,Stationary shop,Cosmetic shop,Chemist shop etc) 6) Ajmal perfume should emphasis to satisfied the need of the different customers segment of the Tamilnadu market(i.e high class family,Middle class family, Corporate customer,religious customer,Youth etc) ANNEXURE FEEDBACK FORM (Dear sir your valuable Feedback Help us to serve you in a better way) ---------------------------------------------------------------------------------------------------------------------Q. 1) Do you wear perfume? A) Yes B) No Q. 2) Are you Aware about Ajmal perfume? a) Yes b) No Q. 3) If yes how do you come to know about Ajmal Perfume? A) From Website B)Information from friends/Relatives C) From Signboard D)From Exhibition E)From Gulf country. Q. 4) How often do you buy perfume? A) Few times a month B)Once a month C)Once every couple of Months D)Once a year. E) Never Q. 5) What is your average perfume budget? A) 250-500 rupees B-rupees C-rupees D-rupees Q.6) Do you buy perfume as a gift? If so, how often? A) Most of my gifts are perfume B)Some of my gifts are perfume C)Few of my gifts are perfume D)I don’t buy perfume as a gift Q.7) What volume of perfume are you more likely to buy? A)<35 ml B)50 ml C)75 ml D)100> ml Q. 8) What is your favourite perfume? A)Luxury French Perfume B) Indian Branded Perfume C) Economy branded Perfume D) Ajmal Perfume. Q.9) What type of fragrance node do you like most? A) Floral B) Musky C)Ambery D)Woddy Q. 10) Does the packaging in any way influence you? A)Yes B) No C) Sometimes Name:……………………………………. Age:……………Occupation…………………. Signature:……………………………… Address:………………………………………. THANK YOU SIR.