While putting up all our gray cell to decode this mystery of how does a customer buy any Refrigerator , what all thoughts hover in his mind , how he draw the rational conclusion . we conducted a survey in the sample size of 40 people and deduce an interesting fact that there exists a strong co-relation between Family- capacity and Income group-parameters. It becomes evident that status of family lay great hold on the buying behavior , Nuclear family tend to buy lower capacity preferable till 200 lit , which is as per their need. But Nuclear families with higher income will sometime go for higher capacity .Here one more interesting finding that single people look for lower capacity , but they have to live with available sizes in the market .Arrange families look for higher capacity fridge of around 600+ Higher income group of people are very particular of the available parameters. There buying most of the time depends on the determinants like rating , cool pad , or other distinguishing features.Hence we concluded that Segmentation is on 3 factors Capacity , Parameters and Income group.

1. Submitted By:
Bharat Singh
Dekkala Arun Kumar
Dinesh Pakki
Disha Kakkar
Guneet Kaur

2. OBJECTIVES OF THE STUDY
• To find out the various factors influencing consumer behavior towards
refrigerators
• To find out the preferred brands of refrigerator purchased by the
consumer
• To interpret and analyze the socio economic and psychological profile
of different status of consumer
• To offer a suggestion based on findings of the study

3. METHODOLOGY
• City chosen-Delhi NCR
• Primary data-Collected by questionnaire responses
• Secondary data-Collected from various journals, books and internet
• Sampling method-Simple Random method
• Sample Size-40
• Tool used- SPSS and IBM Watson Analytics
• Techniques used-Percentage analysis, Chi Square test, Average Score Analysis

4. QUESTIONNAIRE
Link: https://www.surveymonkey.com/r/3QNP9WL

5. CUSTOMER DECISION PROCESS
Need
Recognition
Post
Purchase
Information
Search
Purchase
Alternative
Evaluation
Need recognition is
generic
Respondents found
that they want new
refrigerator
• While setting up
new house post
marriage
• Some facing
problems with old
freezing system
• Sense of
superiority
Internal Search:
• Aware of major
brands in the
market
• Owns a
refrigerator and
aware of it
External Sources:
• Ongoing Search
• Personal
Sources-Friends
and relatives
• Market Sources
• Media Sources
Responds compare
refrigerators based on
• Brand
• Price
• Storage capacity
• Freezing System
• Appearance
• Power saving rating
• Other attributes
• Durability
• After sales service
• Awareness on the
brand
Although there were
many showrooms in
NCR, respondent
preferred a
particular shop because
it is nearest from
his home and believed
that this particular shop
has wide range of
products.
• Purchase in cash
full amount
• Purchase via cards
• Bargain before
purchase
• Pay in EMI
Respondent agrees that
if he is a fully
satisfied, he would buy
or give advice to any
other person for the
purchase of the
refrigerator which he
bought
• Post-purchase
result could be
dissonance which
refers to doubt as
regards a product
• Dissonance may
further lead to
information search

6. FACTORS AFFECTING EACH STEP OF THE
PROCESS
• Identifies difference between his present and ideal
state
• Psychological-Needs refrigerator for daily household
activities
• Esteem- Recognized refrigerator is Being perceived
by his friends and relatives as quality product
• Motivation-Manifest motives and latent motives
• Cognitive learning and behavioural learning
• Internal influences are Learning about the brand,
perception, feeling and emotions related, buyer
memory from his learning
• External Influences are Social status, Family
structure, Demography, Culture and subculture,
Marketing activities
• Individual who want to buy refrigerator evaluates
the alternatives based on his habits, family
structure, social status for pricing of the product, his
perceptions and others perceptions towards the
brand, Marketing influence
• Evaluates alternatives by interpreting the
information from his sources and memory
• Strong positive intension to purchase
• Acceptance of alternatives will make purchase
decision alter
• Payment options
• Store reliability and location
• Refrigerator Pricing, additional offers and discounts
• Convenience
• Refrigerator Brand image plays a major role in
purchase decision
• Customer Satisfaction from the purchase
• Experience after using the refrigerator
• After sales experience
• Brand Loyalty
• Value for money

7. SEGMENTATION STRATEGY
• ANALYSYS
From data , we came to now that there is strong co-relation between Family- capacity and
Income group-parameters.
INTERPRETATION
It become evident that status of family lay great hold on the buying behaviour , Nuclear
family tend to buy lower capacity preferable till 200 lit , which is as per there need. But
Nuclear families with higher income will go for higher capacity .Here interesting, single
people look for lower capacity , but they have to live with available sizes in market . In
arrange families look for higher capacity fridge of around 600+
Higher income group of people are very particular of the available parameters. There buying
most of the time depends on the determinants like rating , cool pad , or other distinguishing
features.
SEGMENTATION
Hence market is segmented on following :
Capacity , Parameters and Income group.

8. COMPANY PLAN TO INFLUENCE
CUSTOMERS
1.Search
• Internal – Excessive marketing to increase visibility of Brand .
• External - Personal contacts in Friends and family , Marketer information- Through Company website and other e-
commerce sites
• Media Sources - Print and electronic media via Advertisements
2 .Alternative Evaluation - By working on following :
• Attribute based
• Price
• Brand and Quality
• Number of shelves
• External look
• Space available to keep vegetable , eggs ,water bottles and other dairy products
• Determinants - Power saving rating , cool pad technology
• Deep freezer capacity and performance
3.Outlet Selection - Availability of credit card discounts , free gifts , Big display area , Preferably in malls
where family combined shopping

9. MECHANISM TO POST PURCHASE
FEEDBACK
• Keep an eye on social media grievances of customers like Facebook page and Twitter
handle
• From E-commerce feedback section
• Get feedback when called for servicing.
• By scrutiny of customer care calls.
• Conduct survey among recent customers.
• Boot camps in Societies and Companies surrounded area like Cyber hub .

10. RECOMMENDATIONS AND CONCLUSION
• Price of the refrigerator is comparatively high in comparison of the features provided , Hence the companies
can consider this and revise their present prices.
• The companies can concentrate work on effective advertisement as this is the important factor in selling their
products.
• The refrigerator companies have to improve their after sales service which helps to satisfy the customers in a
better way with extended warranty included in it .
• Introduce smaller refrigerator with minimum capacity than the usual size as there is a demand for same.
• The company can also increase the durability of their products and work on adding more features like cool
pad , thermo glass etc
• The refrigerator company should also facilitate with suitable spare parts for their products in case of
damages.
• Should keep an eye on the feedback been provided by masses in E-commerce sites and Social media
platform.
• Customer care should be more effective . Response time to any defect should be minimized . Collaboration
with Urban clap , House joy Engineers can be considered

11. THANK YOU