Perfume Consumption in India: An Exploratory Study

Bamber, D and Gransden, C.A. Perfume Consumption in India: An Exploratory Study. In: Exploring the Dynamics of Consumerism in Developing Nations. Business Science Reference, Hershey, PA, USA. ISBN 9781522579069

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Perfumes have been important in India for millennia and so have the stories connected with them. The
perfume business in India is worth billions ($). A background from which the Indian perfume industry
can be understood in terms of the Berger’s STEPP model, the consumers’ cognitive schemas, consumers’
behaviors, and the story of the product, brand, and their customers’ stories. Three sets of themes—
product perceptions, concerns, and consumers’ lifestyle—are identified, each with their own sub-themes
that are antecedents to perfume purchasing behavior. Segments in the Indian perfume market are also
identified. Each consumer segment has their own behavioral nuances and they consider different aspects
of the perfume product taking into account their own income and aspects of the three themes and
19 sub-themes. It is important for perfume marketing managers to consider each aspect of the STEPPs
modeland for the Indian government to locate and develop a “Place of Perfume” within India that will
eventually challenge the region of Grasse in France as the global perfume marketplace.

Item Type: Book Section
Faculty / Department: Faculty of Arts & Humanities > Business School
Depositing User: Clay Gransden
Date Deposited: 10 Oct 2019 16:44
Last Modified: 10 Oct 2019 16:44

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