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research report

  1. 1. 1 A Summer internship PROJECT REPORT ON MARKET RESEARCH ANALYSIS OF IFB KITCHEN APPLIANCES (COOKER HOODS AND BUILT IN HOBS) Submitted to L.J.Institute of Engineering and Technology IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF THE AWARD FOR THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION In Gujarat Technological University UNDER THE GUIDANCE OF (Prof. Abhinava.S. Singh) Submitted on: Submitted by: Girish Dubey Enrolment number: 127280592007 MBA SEMESTER III Batch No.: Morning shift
  2. 2. 2 Certificate Certified that this comprehensive project report titled “Market research analysis of kitchen appliances (cooker hoods and built in hobs)” is the benefited work of Girish Dubey (Enr. No. 127280592007) who carried out the research under my supervision. I also certify further, that to the best of my knowledge the work reported herein does not form part of any other project report or dissertation on the basis of which a degree or a work was conferred on an earlier occasion on this or any other candidate. Date: Place: Ahmedabad Signature of the student It is certified that the work mentioned above is carried out under my guidance. Date: Place: Ahmedabad Signature of the faculty guide
  3. 3. 3 Students’ Declaration I am Girish Dubey (Enr. No. 127280592007) hereby declare that the report for Comprehensive Project “Market research analysis of kitchen appliances (cooker hoods and built in hobs)” is a result of my own work and my indebtedness to other work publications, references, if any, have been duly acknowledged. Date: Student Name: Girish Dubey Place: Ahmedabad
  4. 4. 4 Preface As per the changing business environment and field survey I have prepared a report to study the kitchen appliances (Cooker hoods and built in hobs) scenario in the Ahmedabad region market. It was an amazing experience to get exposed to a corporate world with immense learning at an every step of the project and to know about the work culture and how an organisation works. I have learned the theoretical knowledge which requires for completing this project. I have gained knowledge about the kitchen appliance industry, as well as the dealer’s behaviour. This project will be helpful to the organization for knowing what is dealer’s behaviour and policies regarding the analysis of cooker hoods and built in hobs. This project will be helpful to the company to know about present scenario in kitchen appliances market in ahmedabad as well as competitor policy for the same product.
  5. 5. 5 Acknowledgement I want to thank several people for their assistance. From the practical study I have gained the experience and improved my knowledge, it provided me with the guidelines to perform work in actual situation. I am thankful to L.J. INSTITUTE OF MANAGEMENTSTUDIES who given me chance to get experience in IFB appliances. I am thankful to Mr. Saptarishi majumdar (Branch head Gujarat territory) Ms. Grishma Chokshi (Marketing head, Gujarat) Ms. Aditi Goyal (Business executive/Marketing) Mr. H.K. Bagga (Institutional sales representative) Mr. Raj Darbar (Executive of kitchen appliances) And all those respondents who actively engaged with my research and given their precious time to me.
  6. 6. 6 Executive summary A report contains present scenario in kitchen appliances selling via dealer’s chain. In this report I have introduced with the work regarding different views of dealers end how I have linked theory with the practical issues in kitchen appliances market. The first part includes general information about industry, company, and literature review, and the second part objective study, research methodology, data collection and interpretation, findings and analyses of dealers about kitchen appliances market and conclusion& recommendations includes bibliography. Kitchen appliances industry in India is facing stiff competition after liberalization and modernization. A cooker hoods and built in hobs segment has expanded and various foreign companies are getting into Indian markets to earn a share of the new profits. With increased purchasing power and decreased waiting time, people are now getting more & more attracted towards this segment, they want new technologies with best quality and features. However, there are various factors that a consumer considers during this process of purchase. Dealers are also attracted towards this segment, with a view to good margin and service of the company. A research report contains information which collected by field survey in Ahmedabad region. By visiting various dealers I came to know about the product and their policy of selling and views about the IFB as well as knowledge of kitchen appliances market.
  7. 7. 7 There were many reasons found by me towards IFB cooker hood and hobs which are not selling much better in the market compare to other brands. I analysed challenges and parameters of success which mainly concern with kitchen appliances market. I found 26 companies who selling cooker hoods and built in hobs other than IFB in Ahmedabad zone among them 8 companies who have good market position because of their brand awareness, good margin and credit policy given to dealers. I visited more than 180 dealers but 100 dealers replied positively and help me in research process. In dealers classification among 100 dealers, 41% dealers selling kitchen ware appliances, 18% dealers selling hardware and sanitary, 5% dealers selling furniture, 4% dealers selling electrical and gas service, 7% dealers selling electronics appliances.
  8. 8. 8 INDEX Page no. Chapter: 1 Industry review………………………………10 1.1 History ……………………………………… …..11 1.2 Growth and development………………….. …..11 1.3 Challenges……………………………………… 12 1.4 An Overview of Cooker hoods and Hobs………13 1.5 Market players in industry……………………..15 Chapter: 2 Literature review……………………………...23 Chapter: 3 Company overview…………………………24 3.1 Overview………………………………….25 3.2 Growth and development………………..26 3.3 Product/Service overview………………..28 3.4 Detailed departmental overview…………30 3.5 SWOT analysis…………………………...31 Chapter: 4 Objectives…………………………………..32 Chapter: 5 Hypotheses………………………………….33 5.1 Chi-Square analysis……………………...34 5.2 Binomial analysis……………………….. 36 Chapter: 6 Research methodology…………………………37 6.1 Research Design…………………………………38 6.2 Sampling Frame………………………………...39 6.1.1 Sample Population………………….. 39 6.1.2 Sample size…………………………...39 6.1.3 Sampling Technique………………....39 6.3 Data Collection Mode……………………………..40
  9. 9. 9 6.4 Data Analysis……………………………………....41 6.4.1 Frequency Analysis…………………………….41 6.4.1.1 Frequency analysis of kitchen appliances and other appliances which dealers selling in Ahmedabad zone………………………41 6.4.1.2 Frequency analysis of popular brands of cooker hoods and built in hobs……………….42 6.4.1.3 Frequency analysis of Discount range of popular brands in cooker hoods and built in hobs….43 6.4.1.4 Frequency analysis of modals in display of popular brands in cooker hoods and built in hobs……………………………………46 6.4.1.5 Frequency analysis of main reasons for not placing IFB appliances by dealers in Ahmedabad zone………………………48 6.4.2 Cross tabulation…………………………………49 6.4.2.1 Cross tabulation analysis of popular brands with their product range……………49 6.4.2.2 Cross tabulation analysis of popular brands with their quality……………………50 6.4.2.3 Cross tabulation analysis of popular brands with their service…………………….51 Chapter: 7 Findings………………………………………52 Chapter: 8 Suggestion and Conclusion…………………54 Chapter: 9 Limitation ……………………………………..56 Chapter: 10 Bibliography………………………………. 58 Chapter: 11 Appendix……………………………………59
  10. 10. 10 Chapter: 1 Industry Overview
  11. 11. 11 1.1 History Kitchen Appliances Industry In Present day household and appliances not only make our life less difficult but also enrich the decor of the residence and kitchen area also. The modern day appliances are also very well-praised among the client for their special glance and light-weight in comparison with aged house solutions. These are several residence kitchen area Appliances Company in India associated in delivering property and kitchen area appliances like Fuel Stoves, Chimney, Gasoline Geyser, Hobs, Induction Cooker, Rice Cooker, Steam /Dry Iron, Mixer Grinder, RO H2o Purifier, Fans, Launching Before long and much more in reasonably priced selling prices which can bear consumer pockets. Today the kitchen has become an asset of style statement. Kitchen is not only a place to cook delicious food but also is the room that reflects consumer personality. The report highlights the significance this industry has for the Indian economy, and the key players of this industry in the market. 1.2 Growth and development 1. Benefit of Rise in share of income. 2. Availability of new varieties of products. 3. Product pricing. 4. Availability of financial schemes. 5. Rise in share of organized retail. 6. Innovative advertising and brand promotion.
  12. 12. 12 1.3 Challenges 1. Threat from new entrants, especially global companies. 2. Challenges and competition. 3. Threat from substitute products/services. 4. Customer power with respect to availability of choices.  Success in industry would depend on addressing key factor 1. Market positioning and branding By addressing customer requirements that act as demand drivers by proactive marketing and establishing strong brand association. 2. Product technology By providing technological benefit to the customer through low power consumption, low service requirement, low cost of operation with reasonable price range with multiple range of the product. 3. Distribution and service networks By addressing proper distribution and service network of the product is key factor in this industry. Distribution networks and brand recognition will continue to play significant roles. 4. Attractive locations By addressing proper location of distribution channels and outlets, and operational department is play important part in this industry.
  13. 13. 13 1.4 Overview of Cooker hoods and Hobs  Cooker hoods The kitchen hood ensures comfort and well-being in the kitchen, the place of culinary exploration and stimulus for the senses. The range hood breathes life into the kitchen. The range hood's main function is to improve the quality of air by eliminating fumes, unpleasant odors, and cooking vapors, which can be harmful to customer and their home. Kitchen Chimneys are a vacuum cleaner sort of an appliance which has a mechanical system of generating air turbulence. It fairly alike to an exhaust fan, a chimney hurls air away from the cooking region making a low force/suction effect close to the cooking means. Kitchen Chimneys in India are nowadays pretty well-liked and on the go to build modular kitchens in India. As a Women spend the majority of her time in the kitchen and so if her surroundings are according to her taste and well-resourced, it would be extremely uncomplicated for her to carry out the work with a great deal of satisfaction. In India, 3, 50,000 chimneys sell every year and its demand in china 8,00,000 chimneys per year. The kitchen hoods (chimney) market in India is worth Rs 500 crore. Of this, 50% is organized and growing at 20% per annum. The range hood is a valuable ally for customer well-being. That’s why when choosing a range hood; customer need to ensure that it provides: 1. Sufficient suction to meet customer needs. 2. An effective light source to facilitate food preparation. 3. A design that suits customer tastes and needs. 4. A high level of usability and a low noise level. There are 3 models of hoods in the market, 1. Traditional
  14. 14. 14 2. Decorative 3. Designer.  Built in Hobs Built in hob ensures comfort and well-being in the kitchen. There are two type of body structure available in hobs, 1. Stainless steel structured 2. Toughened glass structured There is four type of hob available in the market world wide 1. Electric hob 2. Glass ceramic hob 3. Induction hob 4. Gas hob
  15. 15. 15 1.5 Market players in industry GLEN APPLIANCESPVT. LTD A company founded in 2000. Glen is an inspiration from the needs of the discerning buyers of modern home appliances. Acknowledging the fact that quality services are the only two parameters for acceptance of a brand in the market. Glen India produces Gas appliances, chimneys, cook tops, cooking range, built-in hob and small appliances. Hind ware HSIL LTD founded in 1960. Its distribution network is widely spread out in the country with over 1000 direct dealers and 12000 sub dealers and retailers. HSIL Limited enjoys a leadership position in sanitary ware industry holding a market share of 40 %. The thrust of the company is to utilize maximum resources and has a target to increase their turnover from 576 crore to 1000 crore by 2010 and 2000 crore by 2014. KAFF APPLIANCES INDIA PVT.LTD A company founded in 1999. They have dealer network strength of 3,000 across the country. They planning to have 200 Galleries by 2014. KAFF Appliances has set an ambitious target to reach a turnover of Rs 500 crore by 2014. They have a market share of 25-27 per cent.
  16. 16. 16 ELICA A company founded in 1970. Elica Group (ElicaSpA) has been the global leading name in kitchen hoods across the globe since the 1970. Elica SPA formed a joint venture Elica PB India Private Limited in India in 2010. The group boasts of 5 plants in Italy and a global presence with one each in Poland, Mexico, Germany, India and China. Their workforce strength counts up to 3,000 employees and annual output measures up to 17 million units of kitchen hoods and motors. FRANKE FABER INDIA LIMITED (FFIL) A company founded in 1955. In 1997, Faber entered in Indian market. In Italy, Faber is the market leader; with 50% market share in a country that values premium kitchen ventilation. Franke Faber India Limited has over 2,000 retail counters for sales and service across the India. Turnover: Rs. 100 - 500 Crore (or US$ 20 Mn - 100 Mn Approx.) Faber sustained its lead with a 32% volume share in India in large cooking appliances in 2012. The company has a very strong client base in terms of construction companies who are loyal to the Faber brand.
  17. 17. 17 CATA APPLIANCES A company founded in Torello,spain, in 1947. CATA Appliances Ltd. (in tie-up with CANTEE Electrodomestico S.L. of Spain) has launched Cantee, state-of-the-art coffee machines. The coffee machines have 4-in-1 feature of making Espresso, Capuccino, Filter coffee and tea at the press of a button. SUNFLAME The Sun flame Vision is to be the most successful and respected home appliance company in India, delivering the best customer experience and value. In doing so Sun flame will always meet and exceed customer expectations of quality, technology, optimum pricing and unfailing service and support. KUTCHINA A company founded in 2000. Kutchinais the leading kitchen appliances maker of Eastern India. Bajoria Appliances Pvt Ltd. and launched kitchen appliances under the brand name Kutchina. Market share in Eastern India is over 70%. They have plans of investing Rs 250mn for expanding and opening of new outlets and promotion. A company earned 80 – 85% of the total revenue earned comprises Chimney Sales and the remaining is contributed by the Modular Kitchen sales. They expect to touch Rs5billion by 2015.
  18. 18. 18 PIGEON APPLIANCES A company founded in 2001. Pigeon Appliances was established in 2001 and belongs to the parent company, Stove Kraft which is set up by entrepreneur Rajendra Gandhi in 1999. The brand's product portfolio includes induction cookers, mixer-grinders, Backline cook-tops, non-stick cookware, electronic pressure cookers, emergency lamps and water purifiers, amongst several others. TTK PRESTIGE 1955 - TTK Prestige Limited was incorporated as a Private Limited at Madras. They exports its products to USA, Europe, South Africa, Kenya, Australia, Singapore, Middle East, Sri Lanka and many other countries. They sustaining a 35 per cent market share in the organized pressure cooker and cookware segment. They have planned Rs 200 crore capex plans from FY11 through FY13. They getting 41 % of sales coming from Pressure cookers, 20 % from non-stick cook-ware, 25 % from kitchen electric appliances, 10 % from gas stoves and other products.
  19. 19. 19 SLEEK KITCHEN APPLIANCES Sleek International has made giant strides from being a basket manufacturer in 1993 to a complete kitchen solution provider. They installed 25000 kitchens annually, and components supplied to over 9 lakh households every year, with a network of over 450 sleek dealers across India. Asian Paints Ltd is entering the kitchen space by acquiring a 51 % stake in the Sleek Group. KRAFT APPLIANCES A company founded in 1974. Kraft Electrical Appliances Pvt Ltd established in 1974. They manufacturing and export of high quality Electric Water Heaters, Heating Elements, Domestic Fans, Electrical Ceiling Fans, Exhaust Fans, Fresh Air Fans and various electrical home appliances. CAPS APPLIANCES Caps International Pvt Ltd. an organization which owns the well-known brand "CAPS" Their products are manufactured by an ISO 9001-2000 which speaks about the overall standard and quality of the product.
  20. 20. 20 WHIRLPOOL CORPORATION A company founded in 1908. In 1908, company established as Upton Machine. In 1949, they changed company’s name to Whirlpool Corporation. In 2003, they became the world’s first appliance manufacturer to announce a global greenhouse gas reduction target of 6.6% reduction by 2012. A company entered in Indian market in 1980. Whirlpool Corporation is the world's leading manufacturer and marketer of major home appliances, with annual sales of more than $19 billion in 2011, 68,000 employees, and 66 manufacturing and technology research centres around the world. They hold a market share of over 25% In India. In the year ending in March '09, the annual turnover of the company for its Indian enterprise was Rs.1719 Crores. USHA APPLIANCES In 1889, as the Shriram Group Usha International Limited has come a long way. In 2009, a range of Cook tops, Built-in-Hobs and Cooker Hoods are launched. Their distribution network spread across the length and breadth of the country. With a robust infrastructural backbone, UIL has 16 location offices, 33 warehouses and 60 company showrooms in 43 cities. They spent approximately Rs 80 crore on marketing and advertising for its products across all categories this year 2011.
  21. 21. 21 PLANET APPLIANCES A company founded in 1982. Associated Appliances Limited (AAL) is a home appliances manufacturing company, founded in 1982. AAL owns a brand called PLANET which owns headquartered in Faridabad. AAL employs approximately 300 employees in three units operating from tax-free zones in the Northern India. Their customers are also various government departments such as Canteen Store Department (CSD), Central Police Canteen (CPC) and the three oil companies: HPCL, IOCL, and BPCL. CLIX A well known brand”CLIX” hold by Primus Kabsons Limited PKL Limited has been established in 1985 as a joint venture between the over 100 years old Primus AB of Sweden and well know Kabsons Group of India. PKL’s Home Appliances are marketed under the brand name CLIX through 3000 plus strong channel partners for distribution throughout India.
  22. 22. 22 BAJAJappliances A company founded in 1938. In 1938, a company incorporated as Radio Lamp Works Limited In 1960, a company changed name as Bajaj electrical limited. It has 19 branch offices spread in different parts of the country with a chain of about 1000 distributors, 4000 authorised dealers, over 4,00,000 retail outlets and over 282 Customer Care centres. BUTTERFLY A company founded in 1980. It is a four decades old company. Butterfly is a trusted name not only in India but also in the United Kingdom, Canada, Australia, Japan, Middle East and East Asian countries. Butterfly Gandhimathi Appliances Limited negotiates Tamilnadu Government orders worth Rs. 285 crores. Butterfly wins MSME National Award 2010. OTHERS  Carysil  Longer  Grun  Techno wind  Unisol  Hafele
  23. 23. 23 Chapter : 2 Literature review Teach sci research: India Kitchen Hood Market Forecast and Opportunities, 2017 (Published August, 2012) At present, the kitchen hood market in India is showing positive signs as it has been growing at a rapid pace. Increasing middle class individuals, booming real estate and improving disposable income are acting as catalysts in the growth of kitchen hood market in India. Faber and KAFF appliances at present have captured majority of the market share in the kitchen hood market in India and they are benefiting from the early movers advantage in this market. The global leader in the segment of kitchen hoods “Elica” has recently entered the Indian market. Elica is expected to impact the market shares of other players in the coming years which will change the dynamics of Indian kitchen hood market in a significant manner. According to “India Kitchen Hood Market Forecast & Opportunities, 2017”the kitchen hood market in India is expected to grow at an exponential pace. In next five years, during 2012-2017 the revenues of kitchen hood market in India are expected grow at a CAGR of around 9.9% which will make the market value to reach US$ 183.3 Million (Rs. 1000 Crores) by 2017. The integration of kitchen with the main house has also been helping the kitchen hood market to become increasingly popular in India as it resolves the problems of smoke and pungent aroma in the kitchen.
  24. 24. 24 Chapter: 3 Company overview
  25. 25. 25 Industries pvt.ltd. 3.1 Overview IFB Industries, originally known as Indian Fine Blanks, started Its operations in India during 1974 in collaboration With Switzerland’s HienrichSchmid AG. In 1974- IFB incorporated on 12th September, in West Bengal. The company’s object to manufacture fine blanking tools, press tools and fine blanked components used in a wide range of precision engineering industry. In 1989- some divisions started, 1. Home appliances factory in Goa. 2. Motor car division in Bangalore. 3. Fine blanking division in Gurgaon. In 1992- Entered in to Gujarat market. In 2012-IFB became no.1 in front load washing machine and no.3 position in microwave oven. Head office IFB Industries Head Office Address: Flat No.IND-5 Sector-1East Kolkata Township Kolkata: 700088 West Bengal, India.
  26. 26. 26  MISSION The mission of IFB is to continuously maximizing company’s wealth by manufacturing and marketing best quality engineering products that go into daily life.  The group companies are: IFB Industries ltd Engineering division IFB appliances IFB venture capital ltd IFB Agro ltd IFB securities ltd IFB leasing and finance ltd IFB Subsidiaries 3.2Growth and development •Rs 232.92 crores •Growth 31.1%Gross sales • Rs 185.80 crores • Growth 27.22%Net sales • Rs 200.57 crores • Growth 25.8%Total income
  27. 27. 27 (Source: IFB industries limited, financial report, Up to quarter ended 30 June, 2012)  Above diagram represents increasing gross sales of last three years from 2010 to 2012. It indicates good performance of the IFB for last three years.  IFB has developed products that have changed consumers lifestyle not only through the very best in wash care technology, but also through a wide range of state – of- the-art dryers, dishwashers & microwave ovens. Today more than 3 million households on IFB products, making us of the trusted home appliances companies in the country.  IFB have 179 franchisees across 995 towns. JUNE 2010 149.37 crores JUNE 2011 177.67 crores JUNE 2012 232.92 crores GROSS SALES
  28. 28. 28 3.3 Product/Service overview The IFB product range focuses on good design and great functionality. It offers home appliance solutions for every room in the home. It has something for the kitchen, the bedroom, the laundry and everything in between.
  29. 29. 29 KITCHEN/HOME APPLIANCES Microwave oven Built in oven Refrigerator Dishwasher Waterpurifier Cookerhoods Built in hobs Moduler kitchen Laundry Appliances Washer dryer Front loader Top loader Clothes dryer Living Appliances Split AC Kids series AC DC inverter AC Fine blanking & Accessories and Additives IFB INDUSTRIES
  30. 30. 30 3.4 Detailed departmental overview IFB industries ltd (originally known as Indian fine blanking. The company’s business divided into 2 categories namely home appliances and fine blanking (auto ancillaries &components business.) The home appliances division is basically into retail, selling various products like washing machines, microwave oven, dishwasher, refrigerator, clothes dryer and kitchen appliances. The fine blanking division is a manufacturing segment, manufacturing various high quality fine blanked components catering mainly to the automobile sector. IFB industris Ltd Home Appliances Fine Blanking
  31. 31. 31 3.5 SWOT analysis Strengths Good brand image in washing machine and microwave oven. Good product range. Compatiable work force. Distribution network. An over 3 million satisfied customers. Weekness Less advertising and promotion via print media. Price of the product. Less awareness about company in the market. Opportunity A growth opportunity in rural market. Good chance to attract more customers . The trust in company's product by valued customers. Threats Competitive challenge in domestic market. Threat of competitiors and new entrants. IFB
  32. 32. 32 Chapter: 4 Objectives The project carried out for four main objectives 1. To carried out for market survey for knowing prevailing market condition of cooker hoods and built in hobs via dealer’s chain. 2. To find out other company’s appliances that dealers approaching. 3. To analyse the selling techniques of dealers and review about IFB appliances. 4. To evaluate the alternative preferences of dealers.
  33. 33. 33 Chapter: 5 Hypothesis
  34. 34. 34 Null hypothesis (Ho): IF cooker hoods and built in hobs brands increase their product range, service and margin to dealers then their market awareness of brand and market position will not affected. Alternative hypothesis (H1): IF cooker hoods and built in hobs brands increase their product range, service and margin to dealers then their market awareness of brand and market position will increase. 5.1 Chi-Square analysis Product range Observed N Expected N Residual "AVERAGE" 4 33.3 -29.3 "GOOD" 65 33.3 31.7 "BETTER" 31 33.3 -2.3 Total 100
  35. 35. 35 Other company good margin and service Observed N Expected N Residual "NO" 65 50.0 15.0 "YES" 35 50.0 -15.0 Total 100 Test Statistics Product range Other company good margin and service Chi-Square 56.060a 9.000b Df 2 1 Asymp. Sig. .000 .003 0 cells (.0%) have expected frequencies less than 5. The minimum expected cell frequency is 33.3. 0 cells (.0%) have expected frequencies less than 5. The minimum expected cell frequency is 50.0.
  36. 36. 36 5.2 Binomial test analysis Binomial Test Category N Observed Prop. Test Prop. Asymp. Sig. (2-tailed) other company good margin and service Group 1 "YES" 35 .35 .50 .004a Group 2 "NO" 65 .65 Total 100 1.00 Based on Z Approximation. Above hypothesis analysis of brand awareness and market position of cooker hoods and built in hobs mainly depend upon its product range, margin and good service to the dealers and customers. A chi-square analysis shows whether company’s brand awareness and position are depends on its product range or not, its gives expected frequency nearly 50 percent which relies to accept the alternative hypothesis. A binomial test analysis consider a factor as company’s good margin and service to dealers which shows 65% as positively and 50% test probability, it conclude as to accept the alternative hypothesis. A hypothetical analysis represents 0.5 probabilities which regret to reject the null hypothesis and accept the alternative hypothesis.
  37. 37. 37 Chapter: 6 Research methodology
  38. 38. 38 6.1 Research Design 6.1.1 Research problem IFB is the India’s largest selling in home appliances, especially in front load washing machines and microwave. However they are facing a challenge in the local market. The research problem is mainly “concerned with the identifying the factors for the analysis in Ahmedabad zone, and also what are the different means to promote the sales. In the project, I have tried to identify that which company’s appliances in the market other than IFB via dealer’s chain. This research was mainly concerned to the present scenario in Ahmedabad zone and awareness of this company etc. the major problem I found by this research is lack of awareness of IFB company. 6.1.2 Research type Descriptive research A research mainly concern with dealers of cooker hoods and built in hobs, which shows their preference and views about their policy to purchase company appliances other than IFB. In this survey interviewing method used by me to collect information from dealers. I have used a structured questionnaire as a research tool, and SPSS (statistical software) for the analysis of the research. .
  39. 39. 39 6.1.3 Research instrument The research instrument in this study is a structured questionnaire to be filled by the respondents. The questions are both open-ended and close ended to have a free opinion from the respondents. 6.2 Sampling Frame A sampling frame contains 100 dealers which are selling different appliances with cooker hoods and built in hob. As per my field survey I found most of dealers kitchen home appliances with cooker hood and built in hob and others mainly selling hardware and sanitary items. 6.2.1 Sample population List of dealers from Ahmedabad zone 6.2.2 Sample size 100alers 6.2.3 Sampling technique Judgemental sampling
  40. 40. 40 6.3 Data collection mode 6.3.1 Primary data These are the data that I collect directly from dealers by visited as a customer as well as researcher by asking direct question with them. I have done some research work through internet and employees of IFB to know more about it. My research work was mainly descriptive; these methodologies help me to get wide range of information. 6.3.2 Secondary data I have collected data from Internet like the economic times, Company’s websites, Just dial and Indian info line.
  41. 41. 41 6.4 Data analysis 6.4.1 Frequency analysis 6.4.1.1 Frequency analysis of kitchen appliances and other appliances which dealers selling in Ahmedabad zone, Statistics cooker hood built in hob cook top built in applianc es kitchen home appliances hardware and sanitary furniture electronics Elect ricals N Valid 100 100 100 100 100 100 100 100 100 Missing 0 0 0 0 0 0 0 0 0 Mean 1.00 .94 .64 .32 .39 .18 .05 .07 .04 Table 1 in appendix Above pie chart represents appliances classification which dealers selling in terms of their mean. Dealers selling above appliances along with cooker hoods and built in hobs. Mean
  42. 42. 42 A pie chart show shat 64% dealer selling cook top. 32% dealers selling built in appliances. 39% dealers selling kitchen ware items. 18% dealers selling hardware and sanitary items. 6.4.1.2 Frequency analysis of Popular brands of cooker hoods and built in hobs, Table: 2 in appendix Statistics GLEN ELICA KAFF FABER HINDWAR E CATA PIGEON PRESTIG E IFB N Valid 100 100 100 100 100 100 100 100 100 Missing 0 0 0 0 0 0 0 0 0 Mean .35 .13 .15 .15 .10 .09 .19 .17 .07
  43. 43. 43 Above bar chart represent popular brands in cooker hoods and hobs in Ahmedabad zone in terms of their mean. By analysing bar chart I found Glen appliances hoods and hobs most Selling in the market. By analysing 27 brands I found 8 brands who have strong market position Among them Glen, elica, kaff and faber have good brand image as bar chart Shows 6.4.1.3 Frequency analysis of Discount range of popular brands in cooker hoods and built in hobs, Statistics of cooker hood Discount Range Code 0-10% 1 11-20% 2 21-30% 3 31-40% 4 41-50% 5 Glen cooker hood Elica cooker hood Kaff cooker hood Faber cooker hood Hind ware cooker hood Cata cooker hood Pigeon cooker hood Prestige cooker hood Ifb cooker hood N Valid 100 100 100 100 100 100 100 100 100 Missing 0 0 0 0 0 0 0 0 0 Mean 1.31 .44 .40 .30 .22 .16 .45 .41 .07 Range 5 5 4 4 4 3 4 4 2
  44. 44. 44 Above bar chart represent the discount range of cooker hoods with respect to popular brands. A bar chart showing discount schemes on the hoods in terms of mean and their range. In the above graphical analysis discount range converted in to the codes (1, 2, 3, 4, 5). 1 represents discount range between 0-10 percent as mentioned in table. By analyzing bar chart I found glen and elica cooker hood have highest Range of Discount 41-50 %.
  45. 45. 45 Statistics of built in hob Glen built in hob Elica built in hob Kaff built in hob Faber built in hob Hind ware built in hob Cata built in hob Pigeon built in hob Prestige built in hob Ifb built in hob N Valid 100 100 100 100 100 100 100 100 100 Missin g 0 0 0 0 0 0 0 0 0 Mean 1.20 .41 .38 .30 .22 .17 .43 .40 .06 Range 5 5 4 4 5 4 4 4 1
  46. 46. 46 Above bar chart represent the discount range of built in hobs with respect to popular brands. A bar chart showing discount schemes on the hobs in terms of mean and their range. In the above graphical analysis discount range converted in to the codes (1, 2, 3, 4, 5). 1 represents discount range between 0-10 % as mentioned in table. By analyzing bar chart I found glen and elica built in hobs have highest Range of Discount 41-50 %. 6.4.1.4 Frequency analysis of modals in display of popular brands in cooker hoods and built in hobs, Modals in display of cooker hood (nos)
  47. 47. 47 Above chart represents modals in display at various dealers of popular brands in Cooker hoods. A pie chart showing modals in display in terms of number of modals Of hoods available at dealers. By analysing pie chart I found that Glen and Elica have highest modals of hoods in display at dealers. Modals in display of Built in hob (nos)
  48. 48. 48 Above chart represents modals in display at various dealers of popular brands in Cooker hoods. A pie chart showing modals in display in terms of number of modals Of built in hobs available at dealers. By analysing pie chart I found that Glen and Elica and hind ware have highest modals of hoods in display at dealers. 6.4.1.5 Frequency analysis of main reasons for not placing IFB appliances by dealers in Ahmedabad zone, Above pie chart representing various reasons about dealers who not placing IFB cooker hoods and built in hobs. Mainly two main reasons found that other company have good margin and service and other is less awareness of IFB appliances. 6.4.2 Cross tabulation Reasons (nos) out of 100
  49. 49. 49 6.4.2 Cross tabulation 6.4.2.1 Cross tabulation analysis of popular brands with their product range Above graph shows cross tabulation of popular brands reviews with respect to their product range in terms of their mean. A product range includes three sub categories which are average, good and better
  50. 50. 50 6.4.2.2 Cross tabulation analysis of popular brands with their quality Above graph shows cross tabulation of popular brands reviews with respect to their quality in terms of their mean. A quality includes three sub categories which are average, good and better.
  51. 51. 51 6.4.2.3 Cross tabulation analysis of popular brands with their service Above graph shows cross tabulation of popular brands reviews with respect to their service in terms of their mean. A service includes three sub categories which are average, good and better.
  52. 52. 52 Chapter: 7 Findings
  53. 53. 53 1. IFB have good product range of cooker hoods and built in hobs but very few dealers have IFB products. I found many reasons through field survey that IFB still facing tough competition in kitchen appliances market due to less awareness of brand, therefore very few dealers have IFB products. 2. IFB have good brand image of washing machine and microwave ovens in the market. Another reason comes as good brand image of IFB in microwave and washing machine but not in cooker hoods and hobs, 14% dealers given their opinion that IFB kitchen appliances segment is new in the market. 3. A less of awareness of IFB kitchen appliances A main reason of less sales of IFB kitchen appliances in the market is less brand awareness and product awareness of IFB products, 35% dealers are not aware about IFB cooker hoods and Built in hobs. 4. IFB have poor after sale service and complaint handling. 26% dealers given their opinion that IFB have poor after sale service and complaint handling, it creating bad impression of IFB products. 5. Other company have good margin and service compare then IFB. Another main reason that I found is other company specially Glen, Elica, Kaff, Prestige, Faber, pigeon and prestige have good service and margin, this companies are giving benefit of credit policy to their dealers.
  54. 54. 54 Chapter: 8 Suggestions And Conclusion
  55. 55. 55 I found conclusion from this market research, but with conclusion I added some suggestions which may help the company as follows, 1. I found that there is very good market of Cooker hoods and built in hobs of IFB but to keep this momentum IFB should have to make loyal dealer who can promote this brand. 2. I analysed that kitchen appliances market in Ahmedabad region can provide good margin and growth opportunity to the company. 3. Glen, Elica and some of the brands are equally good in comparison of IFB but because of aggressive promotion in market they are in good condition in Ahmedabad region, IFB should carry some promotional work. 4. A company should give discount and attractive schemes with good margin to attract more dealers as well as customers in the market. 5. A new funda to connect customers directly is to visit residential areas and societies by showing demo of home appliances through mobile van as like mobile ATM of banks. 6. As we know Indian consumers are more conscious about good quality of product with reasonable price, IFB should carry some promotional offers in market. 7. IFB should promote its brand through brand promotion activities like exhibition, fair, events, sponsorship, CSR activities to increase its awareness. 8. IFB should increase the availability of their products so that the product can easily be available to the consumer at every corner of the city. 9. IFB should carry discount and schemes and credit policy with a view to satisfy the dealer’s chain. 10. IFB has to increase its retail outlets via franchises chain in the market.
  56. 56. 56 Chapter: 9 Limitation
  57. 57. 57 I tried my best to get information and draw out responses required for preparing the project report and management of organization. Yet there were some problems faced by me these are as follows: 1. Unavailability of dealers and busy schedule of dealers was exclusive factor because of which a lot of time was wasted during data collection. 2. Some dealers have refused to give information about the questions. 3. Dealers have refused to give answer of question 7 and 8 of questionnaire that company’s help towards dealers and their monthly turnover.
  58. 58. 58 Chapter: 10 Bibliography India info line www.ifbhomeappliances.com www.ifbindustries.com Dion Global Solutions Limited Economic times Hindustan times Company’s websites www.justdial.com www.wikipedia.com Teach sci research
  59. 59. 59 Chapter : 11 Appendix Questionnaire 1. Which things do you sell in kitchen appliances? Cooker hoods Built in Hobs Cook tops Built in appliances Others___________________ 2. Which company’s appliances do you sell? Glen Elica Kaff Faber Hind ware Sun flame Whirlpool Kutchina Cata Others___________________ 3. Any particular reason to sell this company’s appliances? 5 4 3 2 1 Product range Avability Quality Service Other___________
  60. 60. 60 4. Highest running model, Cooker hood: Built in Hobs: Company Model Traditional Decorative Designer Glen Elica Kaff Whirlpool Faber Sun flame Hindware Cata Kutchina Others _________ Company Model 3-burner 4-Burner 5-Burner Glen Elica Kaff Whirlpool Faber Sun flame Hindware Cata Kutchina Others ________
  61. 61. 61 5. How many models in the display? Glen ______ Elica ______ Kaff _______ Whirlpool _______ Faber_____ Sun flame _______ Hind ware ______ cata _______ Kutchina _________ Others _______ 6.What is your display scheme? Glen ____% Elica ____% Kaff ____% Whirlpool ____% Faber____ % Sun flame ____% Hind ware_____% cata ____% Kutchina _____% Others _____% 7. Do you receive support from company end? Newspaper add Yes No Advertisement Yes No Schemes Yes No If Yes, ____% Direct marketing Yes No
  62. 62. 62 8. What is your value turnover from the appliances business? (Per month) Less than 50 k 50k to 2 lakh 2lakh-10 lakh 10 lakh and above 9. Would you like to place IFB’s appliances? Yes NO If No, _____________________________________________ If Yes, _____________________________________________
  63. 63. 63  A popular brands scenario in cooker hoods and built in hobs among 100 dealers of ahmedabad zone, ( SPSS analysis) GLEN Frequency Percent Valid Percent Cumulative Percent Valid "NO" 65 65.0 65.0 65.0 "YES" 35 35.0 35.0 100.0 Total 100 100.0 100.0 ELICA Frequency Percent Valid Percent Cumulative Percent Valid "NO" 87 87.0 87.0 87.0 "YES" 13 13.0 13.0 100.0 Total 100 100.0 100.0 KAFF Frequency Percent Valid Percent Cumulative Percent Valid "NO" 85 85.0 85.0 85.0 "YES" 15 15.0 15.0 100.0 Total 100 100.0 100.0 FABER Frequency Percent Valid Percent Cumulative Percent Valid "NO" 85 85.0 85.0 85.0 "YES" 15 15.0 15.0 100.0 Total 100 100.0 100.0
  64. 64. 64 HINDWARE Frequency Percent Valid Percent Cumulative Percent Valid "NO" 90 90.0 90.0 90.0 "YES" 10 10.0 10.0 100.0 Total 100 100.0 100.0 CATA Frequency Percent Valid Percent Cumulative Percent Valid "NO" 91 91.0 91.0 91.0 "YES" 9 9.0 9.0 100.0 Total 100 100.0 100.0 PIGEON Frequency Percent Valid Percent Cumulative Percent Valid "NO" 81 81.0 81.0 81.0 "YES" 19 19.0 19.0 100.0 Total 100 100.0 100.0 PRESTIGE Frequency Percent Valid Percent Cumulative Percent Valid "NO" 83 83.0 83.0 83.0 "YES" 17 17.0 17.0 100.0 Total 100 100.0 100.0
  65. 65. 65 IFB Frequency Percent Valid Percent Cumulative Percent Valid "NO" 93 93.0 93.0 93.0 "YES" 7 7.0 7.0 100.0 Total 100 100.0 100.0  Cooker hood modals 1. Traditional model
  66. 66. 66 2. Decorative model 3. Designer model
  67. 67. 67  Built in hob types A hob generally are 2 burner, 3 burner, 4 burner and 5 burner 1. Toughened glass 2. Stainless steel

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