AMITY INTERNATIONAL BUSINESS SCHOOL

CONSUMER BEHAVIOUR
PROJECT


MBA IB SECTION A

ARPIT TAYAL
SHASHANK BHARATI
SAFIA ZAINAB
VINAYAK NAIK
DEEPSHIKHA BINDAL









Introduction

A Perfume is a mixture of fragrant essential oils or aroma compounds, fixatives and solvents used
to give the human body a pleasant scent.

Modern Types

Bright Floral: combining the traditional Single Floral & Floral Bouquet categories. A good
example would be Este Lauder'sBeautiful.

Green: a lighter and more modern interpretation of the Chypre type, with pronounced cut
grass, crushed green leaf and cucumber-like scents. Examples include Este
Lauder's Aliage, Sisley's Eau de Campagne, and Calvin Klein's Eternity.

Aquatic, Oceanic, or Ozonic: the newest category in perfume history, first appearing in
1988 Davidoff Cool Water (1988), Christian Dior's Dune (1991), and many others. A clean
smell reminiscent of the ocean, leading to many of the modern androgynous perfumes.
Generally contains calone, a synthetic scent discovered in 1966, or other more recent
synthetics. Also used to accent floral, oriental, and woody fragrances.

Citrus: An old fragrance family that until recently consisted mainly of "freshening" eau de
colognes, due to the low tenacity of citrus scents. Development of newer fragrance
compounds has allowed for the creation of primarily citrus fragrances. A good example
here would be Faberge Brut.

Fruity: featuring the aromas of fruits other than citrus, such as peach, cassis (black
currant), mango, passion fruit, and others. A modern example here would be
Ginestet Botrytis.

Gourmand scents with "edible" or "dessert"-like qualities. These often contain notes like
vanilla, tonka bean and coumarin, as well as synthetic components designed to resemble
food flavors. A sweet example is Thierry Mugler's Angel.


BVLGARI AQUA
Bvlgari AQVA Marine is an aquatic, luminous fragrance with a sensational, extremely natural fresh
scent. The original exploration of the aquatic realm comes to life as AQVA Marine gradually
unfolds an aromatic scent dedicated to a man with a vibrant personality: A free spirit who gains
his strength from the force of the ocean waves with fruity floral notes and a subtle cedarwood
undertone.


Davidoff Cool Water
A unisex, sporty fragrance with fresh top notes and warm lasting notes of peppermint and orange
blossom. Cool Water for both Men & Women by Davidoff is a fresh and compelling masculine
fragrance that evokes the dynamic vitality of nature and the ocean. Notes of ocean air tumble with
mint, coriander, geranium, cedar, oak moss and musk to create a calm and pure contemporary
fragrance that is perfect for daytime wear.




PORSCHE DESIGN The Essence
A fresh clean fragrance for men with notes of Juniper and Blueberry. The heart of the fragrance is
Coriander and Pine tree to give it a woody aroma followed by a musky essence at the base of Patchouli
and Incense





Hugo Boss Elements Aqua

Boss Elements Aqua by Hugo Boss is a Woody Aromatic fragrance for men. Boss Elements
Aqua was launched in 1997. Top notes are pineapple, lavender and mint; middle notes are
coriander, pepper, freesia and tea; base notes are sandalwood, patchouli, vanilla and vetiver.




Problem Statement

Blind Testing the Consumer response towards the newly launched fragrance Aqva by Bvlgari in
comparison with competitor offerings in the same category.


Hypothesis

Null Hypothesis: Bvlgari Aqva after the blind test turns out to be the most preferred perfume
among the consumers.

Alternate Hypothesis: Bvlgari Aqva does not turn out to be the most preferred perfume among the
consumers.





Methodology

Samples of the 4 perfumes were taken and used for blind test among consumers.
20 subjects were randomly chosen which included 10 Males & 10 Females.
All the subjects were exposed to the fragrance of each perfume.
Unlabeled bottles were used in testing so as not to provide and information pre hand.
After the test, each of the subjects was asked to answer certain questions.


Observations

How Does The Fragrance Of The Perfume Feel To You?

Bvlgari aqva
Davidoff Cool
Water Porsche Design
Hugo Boss
Aqua
Musky 7 1 4 4
Floral 1 7 6 2
Sensual 0 5 1 4
Strong 6 2 3 3
Woody 6 0 4 4
Soothing 0 5 2 3






0
1
2
3
4
5
6
7
Musky Floral Sensual Strong Woody Soothing
Bvlgari aqva
Davidoff Cool Water
Porsche Design
Hugo Boss Aqua
Would You Prefer To Wear This Perfume Yourself Or Buy For Someone Else ?


Bvlgari Aqva Davidoff Cool Water Porsche Design Hugo Boss Aqua
Self 15 11 9 12
Others 5 9 11 8












0
2
4
6
8
10
12
14
16
Bvlgari Aqva Davidoff Cool
Water
Porsche Design Hugo Boss Aqua
Self
Others
On A Scale Of 1 To 5, How Would You Rate The Packaging?

Bvlgari Aqva Davidoff Cool Water Porsche Design Hugo Boss Aqua







0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Bvlgari Aqva
Davidoff Cool
Water Porsche Design
Hugo Boss Aqua
Average Rating
Average Rating
Average
Rating 4.2 3.6 3.45 3.95
How Would You Describe The Product In A Word?

Bvlgari Aqva Davidoff Cool Water Porsche Design Hugo Boss Aqua
Sophisticated 10 1 6 9
Fresh 4 8 4 2
Light 0 7 5 6
Party Wear 6 4 5 3




0
1
2
3
4
5
6
7
8
9
10
Bvlgari Aqva Davidoff Cool
Water
Porsche Design Hugo Boss Aqua
Sophisticated
Fresh
Light
Party Wear
Can You Guess The Name Of The Mystery Perfume?

Bvlgari Aqva Davidoff Cool Water Porsche Design Hugo Boss Aqua
Yes 7 9 3 7
No 13 11 17 13






0
2
4
6
8
10
12
14
16
18
Bvlgari Aqva Davidoff Cool Water Porsche Design Hugo Boss Aqua
Yes
No
How Would You Rate The Pricing Of The Product?

Bvlgari Aqva Davidoff Cool Water Porsche Design Hugo Boss Aqva
Fair 9 9 4 12
Over Priced 11 11 16 8






0
2
4
6
8
10
12
14
16
Bvlgari Aqva Davidoff Cool
Water
Porsche Design Hugo Boss Aqva
Fair
Over Priced
Product Preference (Gender Wise)








0
2
4
6
8
10
12
14
Bvlgari Aqva Davidoff Cool Water Porsche Design Hugo Boss Aqua
Male
Female
Bvlgari Aqva Davidoff Cool Water Porsche Design Hugo Boss Aqua
Male 13 9 12 11
Female 7 11 8 9
Results

On the basis of the above tests, it is shown that Bvlgari Aqva is the most preferred
perfume among its competitor products of the same segment.