Transcript of "Consumer behavior towards whirlpool of india ltd ("
CONSUMER BEHAVIOR TOWARDS WHIRLPOOL OF INDIA LTD (REF. CATEGORY) Submitted by Golam Ahamed Rosul
INTRODUCTION INTRODUCTION OF HOME APPLIANCES INDUSTRY OVERVIEW CONSUMER DURABLES
COMPANY PROFILE ESTABLISHMENT- 1911 at BENTON HARBOR, MICHIGAN, U.S.A. INTERNATIONAL EXPANSION- 1958 ENTERED INDIA- 1980 MARKET SHARE IN INDIA-25% VISION AND MISSION: OPERATIONAL EXCELLENCE:The company’s pervasivevision is, “Every Home,everywhere, with pride,passion and performance”, “KNOW A CUSTOMER, BE Arests on the pillars of CUSTOMER AND SERVE Ainnovation, operational CUSTOMER”.excellence, customer-centricapproach and diversifiedtalent.SOURCE: WHIRLPOOL INDIA WEBSITE
INTRODUCTION OF NEO-I CHILL 6th sense technology Makes ice upto 50% faster Chills beverages 40% faster Cooling gel
OBJECTIVE OF THE PROJECT• To get exposed to the practical situations of the business.• To learn how to work practically in corporate.• To learn to interact with various corporate people.• To know the effects of brand value of Whirlpool.• To make people aware about the new refrigerator Neo i- chill.• To know consumer behaviour while purchasing a refrigerator.• To sale the Neo i-chill refrigerator.
RESEARCH METHODOLOGY• Nature of research: Quantitative & Qualitative• Data collection: Primary data and secondary data.• Sample Size: 76 customers of refrigerator at Reliance digital, Shivam Road, Hyderabad• Sampling Area: Reliance Digital, Shivam Road, Hyderabad.
DATA ANALYSIS• AWARENESS OF NEO I- • INTERESTED TO PURCHSE CHILL NEO I-CHILL How many of them know about INTERESTED ON Neo i-chill NEO I-CHILL YES 8% 34% NO 92% 66% YES NO Source: Primary Data
REASONS FOR PREFERING NEO I-CHILL PREFERED FEATURES OF NEO I-CHILL FASTER COOLING 11% OTHERS FLEXI COOL 37% 8% CAPACITY 22% GOOD TECHNOLOGY 22% Source: Primary Data
• MY SALES REPORT OF 8 WEEKS OF WHIRLPOOL REFRIGERATOR AT RELIANCE DIGITAL, SHIVAM ROAD, HYDERABAD SALES REPORT Neo i-chill Other Whirlpool 14% Total sale: 36 units Under my activity 86%
PURCHASE DECISION MAKER DECISION MAKER 44% MALE 56% FEMALESOURCE: PRIMARY DATA
MY CONTRIBUTION…• DEMONSTRATED WHIRLPOOL REFRIGERATORS TO 170 CUSTOMERS.• SOLD 36 UNITS OF WHIRLPOOL REFRIGERATORS.• DONE SOME PROMOTIONAL ACTIVITIES FOR THE NEW REFRIGERATOR NEO I-CHILL.
My findings• Factors considered to purchase refrigerator. » CAPACITY » STAR RATING• Purchase decision maker - Female SOURCE: PRIMARY DATA
RECOMMENDATION• As a new refrigerator Neo i-chill is excellent but the colours should be more attractive.• It should maintain proper stock.• Products and its features are excellent but there should be some more promotional activities like TV ads, to promote the new products in market.• Extended after Sales Service can be used as pull strategy of promotion to attract the customers as all customers consider it as main attribute while purchasing the product.• Advertisements should be focused on homemakers because they are the primary influencers; mostly joint decision is taken whereas the financer is husbands.
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