CONSUMER BUYING BEHAVIOR TOWARD HOME APPLIANCES

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CONSUMER BUYING BEHAVIOR TOWARD GODREJ HOME APPLIANCES IN THIS PPT I am focus on behavior of consumer about purchasing product.

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CONSUMER BUYING BEHAVIOR TOWARD HOME APPLIANCES

  1. 1. “CONSUMER BUYING BEHAVIOR TOWARD GODREJ HOME APLLIANCES” Presentation By: ILIYAS K. SHEIKH Guided By: PROF. SANDESH KEDIA DEPARTMENT OF ADVANCE MANAGEMENT STUDIES G. S. College of Commerce, Wardha 1 2013-2014
  2. 2. About the Godrej Group • Founder of Godrej was Mr. Ardeshir Godrej and Pirojsha Godrej, 1897. • 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 2
  3. 3. 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 Quality, 3
  4. 4. Stages of Consumer Buying Process 1.Recognize Needs 2.Search for information about Merchandise 3.Evaluate Merchandise 4.Select Merchandise 5.Purchase Merchandise 6.Post Purchase Evaluation 4
  5. 5. Categories that Affect the Consumer Buying Decision Process: 1. PERSONAL • Sex • Age 2.PSYCHOLOGI CAL • Motive • Perception • Ability and Knowledge • Attitude • Personality • lifestyles 3. SOCIAL • Opinion Leaders • Roles and family members • Social Class • Culture and sub-culture • Reference Group 5
  6. 6. Marketing Strategy 1.Market Segmentation Geographic 2.Pricing Policy Demographic Market Segmentation Psychographic Behavior 3.Channel of Distribution 4.Advertisement 6
  7. 7. Research Design & Research Methodology • 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. 7
  8. 8. Respondent Views: Customer are already using product of Godrej 40% 60% Yes • Interpretation: As per the market survey & Questionnaire most of the (60%) customer Said that they already and other 40% not yet use the Godrej Product. No 8
  9. 9. Respondent Views: Customer Preference Brand 27% 26% 25% 12% 10% • Interpretation: As per the above diagram LG& Godrej is most preferable among the brands and being a market leader with 27% after that Godrej followed the leader with 26%. 9
  10. 10. Respondent Views: Reason for Purchasing a product Price Service Brand Image Features Influence by other 12% 28% 20% 22% 18% • Interpretation: As per the diagram, there where price is the main factor which influences the consumer buying 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. 10
  11. 11. Respondent Views: Customer prefer to buy 35% 30% 20% 15% Exchange Discount Sales offer Free Home offer offer delivery Interpretation: The Customer do not go easy to take buying decision in this condition they wants offer like Exchange offer, discount offer, Sales offer, free home delivery, etc. in the survey find that Exchange offer should more attract to customer. 11
  12. 12. Respondent Views: Customer Satisfaction 46% 37% 15% 2% Unsatisfied Extremely Somehow Somehow Extremely Satisfied Satisfied Unsatisfied • Interpretation: 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. 12
  13. 13. FINDINGS & CONCLUSION: 1. 2. 3. 4. 5. 6. 7. 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 EPS 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 showroom, 60% people found confusion in buying home appliance Introducing new technology that is “Designed by Curiosity”. 13
  14. 14. RECOMMENDATIONS: 1. 2. 3. 4. 5. 6. 7. 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. 14
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  16. 16. Thank You 16

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