CONSUMER BEHAVIOUR

UNDERSTANDING THE DEODORANT INDUSTRY IN INDIA

BY -
ASHITA, SHREYA , VISHNU & SHASHANK
 WHY DEODORANT?
● Deodorants are still considered luxury accessories and are becoming one of the popular “must have”
items in the list of the aspirational buyers because of the diverse selection available and it also
creates an association with leading Indian and foreignbrands.
● The market for deodorants is growing at a fast pace and has immense potential in the indian market.
It is garnering around Rs 3380 crore.
● Trends and shopping habits of buyers are changing with more focus on hygiene and grooming.
● Demand for deodorants is on an upsurge for all genders, though especially in case of men.
● Deodorants & other fragrances are slowly becoming an affordable product due to brand awareness,
different ranges of choices, increase in disposable income etc.
● Deodorants,Perfumes & other fragrances have become a perfect gifting option for various
occasions.
 WHY FOGG?
● Fogg is the leading brand in the deodorant market and is planning to take on big players in perfume
category. It has started it by introducing “fogg scent” which targets both males and females.
● The ads of fogg have been very impactful as they cater the idea of “no gas, only perfume”.
● The brand has constantly reinvented itself, it has bridged the gap between generations and different
categories of people.
● It has targeted larger audience through its evolutionary campaigns with catchy lines like - “kya chal
raha hai ? fogg chal raha hai.”
● It has been pitched as “deo for all”/”family deo” indicating a broad positioning, unlike axe or other
deos or perfumes which showcase themselves as “babe-magnet” products.
 ANALYSIS
● It is been observed that the decision-maker in this case is the consumer itself. They either buy it for themselves or for gifting purposes.

● Based on TV ads.

● Higher re-purchase rate.

Convinience Brand loyalty

● No research has been conducted before purchasing the product, consumer does not invest time in making the decision.

● Occasional purchase at frequency once in 3-6 months.

Fragnance

● It is being observed that, consumers buy the perfume occasionally, at a frequency of 3-6 months.

● Working professionals generally prefer to buy the perfume online, given the time constraints. It is also observed that they prefer high end
brands. The purchase is generally made in brick and mortar stores, as people go to test the product and make and a spontaneous buy.

● Fogg is generally preferred and recommended by age group below 26 years, those who make occasional purchase, based on fragrance
with no prior research. The product is bought at brick and mortar stores.