Browsing by Author "Rohan Mahale"

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    STUDY OF CONSUMER AWARENESS TOWARDS VARIOUS BRANDS OF PERFUME
    (Asst. Prof Dina Fernandes, 2026) Celia Oliveria; Rifa Haveri; Rohan Mahale; Sam Lysender Cardozo; Swinton Dsilva
    This study was initiated to examine consumer preferences and buying behaviour towards different perfume brands in Goa, with a focus on understanding the key factors influencing purchase decisions. The research aims to analyze how elements such as price, fragrance type, brand image, packaging, and promotional sources affect consumer choice and brand loyalty, particularly among Gen Z and Millennial consumers. A descriptive research design was adopted for the study. Primary data was collected from 114 respondents through a structured online questionnaire using convenience sampling. Secondary data was gathered from journals, research articles, and other reliable sources to support the analysis. The collected data was organized and analyzed using simple percentage methods, and findings were presented through tables and charts. The results indicate high overall consumer satisfaction, with a majority preferring mid-range priced perfumes and long-lasting formats such as Eau de Parfum. Floral and fresh fragrances were most preferred. Although many consumers expressed satisfaction and willingness to repurchase, a high rate of brand switching was observed, suggesting exploratory buying behaviour. The study concludes that while satisfaction levels are strong, brands must focus on quality, digital marketing, and innovation to enhance long-term loyalty.