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

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
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2013-2014

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
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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,
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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
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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
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6. Marketing Strategy
1.Market Segmentation
Geographic
2.Pricing Policy
Demographic
Market Segmentation
Psychographic
Behavior
3.Channel of Distribution
4.Advertisement
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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.
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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
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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%.
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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.
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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.
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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.
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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”.
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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.
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16. Thank You
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