“CONSUMER BUYING BEHAVIOR TOWARD GODREJ HOME
ILIYAS K. SHEIKH
PROF. SANDESH KEDIA
DEPARTMENT OF ADVANCE MANAGEMENT STUDIES
G. S. College of Commerce, Wardha
About the Godrej Group
• Founder of Godrej was Mr. Ardeshir Godrej and Pirojsha
• Godrej and Boyce Mfg. co. ltd. Established at Lalbaug
Mumbai on 7th may 1897.
• After that Godrej enter in FMCG (1971), Real estate
(1990), consumer product (2001) and also enter in BPO
solution and service (2003).
• Employees 26000 in Godrej company.
• Revenue 21600 crore (US$3.3 billion) (2013)
• KEY PEOPLE: Adi Godrej (Chairman), Jamshyd
Godrej, Nadir Godrej
Godrej Home Appliances
• It’s product range includes
Refrigerator, TV, Washing
Machine, AC, Microwave Ovens, etc.
• The Godrej Group have a 55 own
showroom, more than 3000 wholesale dealers
and more than 25000 retail outlets.
• GHA leading the market EPS.
• It focus on minimum price providing goods
Stages of Consumer Buying Process
2.Search for information about Merchandise
6.Post Purchase Evaluation
Categories that Affect the Consumer Buying
• Ability and
• Roles and
• Social Class
• Culture and
3.Channel of Distribution
Research Design & Research
• Exploratory research:
The exploratory research is concern with discovering the
general nature of problem. It is more flexible and it relies on
both secondary & primary data, judgment sample, small
survey and case analysis.
• Descriptive research:
A descriptive study is undertaken when the researcher wants to
know the answer of who, what, why, whom and how. That is
questionnaire used the help of research problem so that matter
wise found the right conclusion.
Customer are already using
product of Godrej
As per the market survey &
Questionnaire most of the
(60%) customer Said that
they already and other
40% not yet use the Godrej
As per the above
diagram LG& Godrej is
among the brands and
being a market leader
with 27% after that
Godrej followed the
leader with 26%.
Reason for Purchasing a
Influence by other
As per the
diagram, there where
price is the main factor
which influences the
process. After that it is
followed by brand
image, Feature, service,
of the company and last
purchasing decision of
customer get more
influence by others.
Customer prefer to buy
Exchange Discount Sales offer Free Home
The Customer do not go
easy to take buying
decision in this
condition they wants
offer like Exchange
offer, Sales offer, free
home delivery, etc. in
the survey find that
Exchange offer should
more attract to
Extremely Somehow Somehow Extremely
Satisfied Satisfied Unsatisfied
The consumer level of
satisfaction as per
mention in table that
maximum customer are
happy with performance
of Godrej home appliance
i.e., Extremely Satisfied
people are 37% &
somehow satisfied people
are 46% it means that
people satisfied with
Godrej home appliances.
FINDINGS & CONCLUSION:
Existing customers of Godrej are satisfied with after sales services,
Awareness of “Godrej” brand is excellent,
In home appliances Godrej are stand well in market and increasing
Most of the people who purchase “home appliance” take decision by
themselves, but family, relatives also play an important role.
Majority of the people are buying “home appliances” from
60% people found confusion in buying home appliance
Introducing new technology that is “Designed by Curiosity”.
Organize free checkup in big institution & Quotation,
Easy to purchase,
Accept post dated cheque,
Line extension leading products,
Middle value pricing strategy (Rs. 5000 to 15,000),
Dissonance Reducing, &
Emphasis on heavy advertising.