A Study On Decision Making Process By The Consumers Towards Various Brands Of Car Perfume With Reference To Chennai City

Abstract

This Research is on Consumer decision making process towards various brands in Car perfume to understand the process of decision by the consumers in choosing a specific Car perfume from a set of alternatives. Consumer decision is a complex study that requires more research and psychological studies to understand the phenomenon. Consumers prefer a product based on their requirement, selects a product that most suits their requirement, which satisfies their expectations in terms of quality, performance and other attributes, and choice based on their individual interest such as, fragrance and type of perfume. While selecting a product, consumer makes a detailed study on each and every alternative and chooses a product. There are many factors which are influencing car perfume consumer decision process. In this study different brands of car perfume in the market are compared based on consumer decision to understand the advantages and disadvantages of each product. The research is carried out in Chennai City with a sample of 600, collected using simple random sampling method. Results obtained were tabulated and analyzed using different statistical tools such as, Karl Pearson Correlation Coefficient, Chi Square test, Linear and Multiple Regression, One-way Anova and Factor Analysis - Centroid method. Experimental results and interpretation from the research is presented using pie type of chart and bar type of chart. The Research concludes in finding that, Godrej aer is the top selling car perfume. Ambi Pur is the second highest selling brand. Godrej is the highest ranked perfume in all top five predictor variables, performance, duration, fragrance, access and service of outlet. There is a potential and very stable market for Car perfume in Chennai, well educated and high income group are using Car perfume, cost conscious, and prefers branded perfume, giving much importance to Fragrance. Referral marketing techniques have good scope in car perfume sales. Godrej and Ambi Pur are available in more number of sales outlets and also very famous in advertisement techniques such as television and other media compared to other brands. It is required to introduce more number of Fragrances because consumers are choosing different fragrances on their own interest. Type of perfume is based on climate conditions, so consumers are preferring gel and liquid type. Availability of Car perfume in more number of sales outlets can improve sales. newline