Project on IFB Industries Ltd.

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Research report on -- Customer Purchase Decision Making on IFB
products
(Washing Machine and Microwave Oven)
Submitted in partial fulfillment of the requirements for the
Award of degree of Business Administration (BBA)
2015-2018
Submitted by: Kaustubh Taparia
Under the guidance of Mr. Aditya Vij
Bharati Vidyapeeth University
School of Distance Education
Academic Study Center – BVIMR, New Delhi
(A constituent unit of Bharati Vidyapeeth University, Pune)
An ISO 9001:2000 Certified Institute
NAAC Re-Accreditation Grade ‘A’ University

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Acknowledgment
“Accomplishment any task necessarily depends upon the willingness and enthusiastic
contribution of time and energy of many people.”
From the starting till completion of this project, there are many people without whose assistance
all my effort would have been fruitless. I, therefore acknowledge all who generously helped me
by sharing their time, experience and knowledge with me without which this project would have
never been accomplished.
I must express my gratitude to Mr. Amarjeet Deshmukh (Our Director) and Mr. Aditya Vij
(My Project Guide) whose perceptive guidance, constant encouragement, constructive criticism
and affection were the light of guidance during my tenure of my work,
Finally, I would like to share that the project not only fulfilled an academic requirement, but
would also help me in future endeavors in the years to come.

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PREFACE
It is designed in such a way that student can grasp maximum knowledge and can get practical
exposure to the corporate world in minimum possible time. Business schools of today realize the
importance of practical knowledge over the theoretical base. The research report is necessary as
it provides an opportunity to the researcher in understanding the industry with special emphasis
on the development of skills in analyzing and interpreting practical problems through the
application of management theories and techniques. It is a new platform of learning through
practical experience.

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Table of Content
Chapter 1: Introduction 6-9
1.1.Introduction 6
1.2.Steps of Customer Purchase Decision Making Process 6-9
1.3. Advantages of Customer Purchase Decision Making 9
1.4. Disadvantages of Customer Purchase Decision Making 9
Chapter 2: Literature Review 10-13
2.1. Literature Review 11-13
2.2. Book review 13
Chapter 3: Introduction to the Company 14-25
3.1. Company Overview 15-17
3.2. Milestones 17-18
3.3. Company Profile 18-19
3.4. Hierarchy 19
3.5. Head Office 19-20
3.6. Corporate Office 20
3.7. Branch office (Delhi) 20
3.8. Competitors 21
3.9. PEST Analysis 21-22
3.10. Porter’s Five Forces Model 22
3.11. SWOT Analysis 22-25
Chapter 4: ResearchMethodology 26-41
4.1. Meaning of research 27
4.2. Objectives of Research 27-28
4.3. Motivation in Research 28
4.4. Types of Research 28-30
4.5. Research Approaches 30-31
4.6. Research Process 31-37
4.7. Problems Encountered by Researchers in India 37-38
4.8. Source of Collection Of Data 38-39
4.9. Selection Of Appropriate Method Of Data Collection 39-41

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Chapter 5: Data Analysis 42-70
5.1. Questionnaires 43-46
5.1. Washing Machine 47-59
5.2. Microwave oven 60-70
Chapter 6: Finding 71-72
Chapter 7: Suggestionand Conclusion 73-74
Bibliography 75

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1.Customer Purchase Decision Making Process
1.1.Introduction
Decision making is a daily activity for any human being. There is no exception about that.
When it comes to business organizations, decision making is a habit and a process as well.
Effective and successful decisions make profit to the company and unsuccessful ones make
losses. Therefore, corporate decision making process is the most critical process in any
organization.
In the decision making process, we choose one course of action from a few possible
alternatives. In the process of decision making, we may use many tools, techniques and
perceptions.
In addition, we may make our own private decisions or may prefer a collective decision.
Usually, decision making is hard. Majority of corporate decisions involve some level of
dissatisfaction or conflict with another party.
Let's have a look at the decision making process in detail.
1.2.StepsofCustomerPurchaseDecisionMakingProcess
Following are the important steps of the decision making process. Each step may be supported
by different tools and techniques.
Step 1: Identification of the purpose of the decision
In this step, the problem is thoroughly analyzed. There are a couple of questions one should ask
when it comes to identifying the purpose of the decision.
 What exactly is the problem?
 Why the problem should be solved?
 Who are the affected parties of the problem?
 Does the problem have a deadline or a specific time-line?
Step 2: Information gathering
A problem of an organization will have many stakeholders. In addition, there can be dozens of
factors involved and affected by the problem.
In the process of solving the problem, you will have to gather as much as information related to
the factors and stakeholders involved in the problem. For the process of information gathering,
tools such as 'Check Sheets' can be effectively used.

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Step 3: Principles for judging the alternatives
In this step, the baseline criteria for judging the alternatives should be set up. When it comes to
defining the criteria, organizational goals as well as the corporate culture should be taken into
consideration.
As an example, profit is one of the main concerns in every decision making process. Companies
usually do not make decisions that reduce profits, unless it is an exceptional case. Likewise,
baseline principles should be identified related to the problem in hand.
Step 4: Brainstorm and analyses the different choices
For this step, brainstorming to list down all the ideas is the best
option. Before the idea generation step, it is vital to understand the
causes of the problem and prioritization of causes.
For this, you can make use of Cause-and-Effect diagrams and Pareto
Chart tool. Cause-and-Effect diagram helps you to identify all
possible causes of the problem and Pareto chart helps you to
prioritize and identify the causes with highest effect.
Then, you can move on generating all possible solutions
(alternatives) for the problem in hand.
Step 5: Evaluation of alternatives
Use your judgment principles and decision-making criteria to
evaluate each alternative. In this step, experience and effectiveness
of the judgment principles come into play. You need to compare
each alternative for their positives and negatives.
Step 6: Select the best alternative
Once you go through from Step 1 to Step 5, this step is easy. In
addition, the selection of the best alternative is an informed decision
since you have already followed a methodology to derive and select
the best alternative.
Step 7: Execute the decision
Convert your decision into a plan or a sequence of activities.
Execute your plan by yourself or with the help of subordinates.

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Step 8: Evaluate the results
Evaluate the outcome of your decision. See whether there is anything you should learn and then
correct in future decision making. This is one of the best practices that will improve your
decision-making skills.
1.3. Advantages of Customer Purchase Decision Making
1.3.1. Multiple Perspectives decisions can be a positive because they allow all individuals to
give their opinion based on their unique knowledge. Have different perspectives on one issue
gives you a better scope for determining the correct solution.
1.3.2. Increase Understanding and Knowledge decision making has the ability to enhance
collective understanding and ensure that everyone has a voice that is listened to.
1.3.3. Commitment Growth for Teams People are more willing to commit when they are a part
of a larger group and will develop a sense of pride and accomplishment for being a vital part of a
group. Decision making is ideal when the opinions of all are necessary to making the correct
choice on any topic.
1.4. Disadvantages of Customer Purchase Decision Making
1.4.1. Opinions Can be Swayed Even though decision making is seen as a good way to come to
a decision that is best for everyone, there are still some downsides to this method. It is very easy
for the opinions of some to be influenced or manipulated by other members of the group. This
means that having access to unbiased opinions is not always possible.
1.4.2. Collaboration Can Be Time Intensive decision making can also be a very time
consuming process, because when a large number of people need to come together and agree, it
is never easy or simple.

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2.1. Literature Review
Ethical Decision Making: A Review of the Empirical Literature
Robert C. Ford
Woodrow D. Richardson
Citation Classics from the Journal of Business Ethics pp 19-44
Abstract
The authors review the empirical literature in order to assess which variables are postulated as
influencing ethical beliefs and decision making. The variables are divided into those unique to
the individual decision maker and those considered situational in nature. Variables related to
an individual decision maker examined in this review are nationality, religion, sex, age,
education, employment, and personality. Situation specific variables examined in this review
are referent groups, rewards and sanctions, codes of conduct, type of ethical conflict,
organization effects, industry, and business competitiveness. The review identifies the
variables that have been empirically tested in an effort to uncover what is known and what we
need to know about the variables that are hypothesized as determinants of ethical decision
behavior.
Multi-criteria decision making approaches for supplier evaluation and selection:
William Ho
Xiaowei Xu
Prasanta K. Dey
European Journalof OperationalResearch
Volume 202, Issue 1, 1 April 2010, Pages 16-24
Abstract
Supplier evaluation and selection problem has been studied extensively. Various decision
making approaches have been proposed to tackle the problem. In contemporary supply chain
management, the performance of potential suppliers is evaluated against multiple criteria rather
than considering a single factor – cost. This paper reviews the literature of the multi-criteria
decision making approaches for supplier evaluation and selection. Related articles appearing in
the international journals from 2000 to 2008 are gathered and analyzed so that the following
three questions can be answered: (i) which approaches were prevalently applied? (ii) which
evaluating criteria were paid more attention to? (iii) Is there any inadequacy of the approaches?
Based on the inadequacy, if any, some improvements and possible future work are
recommended. This research not only provides evidence that the multi-criteria decision making
approaches are better than the traditional cost-based approach, but also aids the researchers and
decision makers in applying the approaches effectively.

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Application of decision-making techniques in supplier selection
Junyi Chai
James N.K. Liu a
Eric W.T. Ngai
Expert Systems with Applications journal
Abstract
Despite the importance of decision-making (DM) techniques for construction of effective
decision models for supplier selection, there is a lack of a systematic literature review for it. This
paper provides a systematic literature review on articles published from 2008 to 2012 on the
application of DM techniques for supplier selection. By using a methodological decision analysis
in four aspects including decision problems, decision makers, decision environments, and
decision approaches, we finally selected and reviewed 123 journal articles. To examine the
research trend on uncertain supplier selection, these articles are roughly classified into seven
categories according to different uncertainties. Under such classification framework, 26 DM
techniques are identified from three perspectives: (1) Multicriteria decision making (MCDM)
techniques, (2) Mathematical programming (MP) techniques, and (3) Artificial intelligence (AI)
techniques. We reviewed each of the 26 techniques and analyzed the means of integrating these
techniques for supplier selection. Our survey provides the recommendation for future research
and facilitates knowledge accumulation and creation concerning the application of DM
techniques in supplier selection.
Diagnostic process and decision making in nursing
J.P.H. Hamers RN
H. Huijer Abu-Saad RN
R.J.G. Halfens
Journal of ProfessionalNursing
Volume 10, Issue 3, May–June 1994, Pages 154-163
Abstract
In clinical practice professional nurses appear to make different judgments regarding particular
nursing situations. The purpose of this literature review is to gain insight into the way nurses
make decisions related to nursing diagnoses and interventions. Literature on decision making can
be divided into literature that focuses on how decisions are made, i.e., information-processing
model, and information that focuses on how decisions ought to be made, ie, mathematical
models. Most of the literature about decision making in nursing in particular appears to focus on
the former, specifically on the stages and strategies in the decision-making process and on
factors influencing this process. These factors include the problem task (cues), the decision

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maker (his or her knowledge, experience, personal variability), and discipline. However, to date,
most of the research that has been done with regard to these factors has been restricted to the
performance between novice and expert. We conclude that further validation of nursing
diagnoses is necessary to ensure accuracy in decision making in nursing.
2.2. Book review
Decision Making Process: Concepts and Methods
This book provides an overview of the main methods and results in the formal study of the
human decision-making process, as defined in a relatively wide sense. A key aim of the approach
contained here is to try to break down barriers between various disciplines encompassed by this
field, including psychology, economics and computer science. All these approaches have
contributed to progress in this very important and much-studied topic in the past, but none have
proved sufficient so far to define a complete understanding of the highly complex processes and
outcomes. This book provides the reader with state-of-the-art coverage of the field, essentially
forming a roadmap to the field of decision analysis.
The first part of the book is devoted to basic concepts and techniques for representing and
solving decision problems, ranging from operational research to artificial intelligence. Later
chapters provide an extensive overview of the decision-making process under conditions of risk
and uncertainty. Finally, there are chapters covering various approaches to multi-criteria
decision-making. Each chapter is written by experts in the topic concerned, and contains an
extensive bibliography for further reading and reference.

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3.1. Company Overview
The IFB Group
IFB industries limited originally known as Indian Fine Blanks Limited started their operations in
India during 1974 in collaboration with Hienrich Schmid AG of Switzerland. The product range
includes fine blanked components, tolls and related machine tools like straighteners, decoilers,
strip loaders and others.
Mr. Bijon Nag, Chairman, IFB Industries Ltd, pioneered the fine blanking technology in India
and set up the first unit in Kolkata. Since then, the company has evolved into one of the most
respected and trusted engineering group to meet the growing needs of domestic and international
automotive and domestic international automotive market.
IFB pioneered the production of fully automatic washing machine in India in agreement with
BOSCH, Germany in the year 1989. Today IFB supplies Fully Automatic Washing Machines,
Micro Wave Ovens, Dish washers and Dryers with factories in Goa and Bhopal.
The engineering divisions are located at Kolkata and Bangalore. The Bangalore unit, apart from
fine blanked components, manufactures motors for White goods as well as automotive
applications.
The group co.’s are:
 IFB Industries Ltd.
 Engineering Division.
 Home Appliances Division.
 IFB venture Capital Ltd.
 IFB Agro Ltd.
 IFB Securities Ltd.
 IFB Leasing and Financing Ltd.
 IFB Subsidiaries.
IFB even ventured abroad by setting up European Fine Blanking Plant at Wrekhan, Northern
Wales, UK along with Heinrich Schmidt.
As mentioned before setup over two decades ago. IFB has moved beyond the world of fine
blanking and tool making to machine tools, F.H.P Motors, Home appliances, automotive sub
assemblies and accessories and global training.

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3.1.1. IFB Engineering Division
 Fine Blanking:
IFB is the Premier Fine Blanker in India Having Fine Blanking Presses, ranging in size from 90
to 800 T. It has two manufacturing unit in Kolkata and Bangalore. The 2nd unit Bangalore was
established in 1988. The company has total of nine(9) Fine Blanking Presses, capacity range
from 90T to 800T.
 Machine Tools:
The company’s potential in tool design promoted it to diversify into the manufacture and supply
of precision NC and CNC special purpose machines used for coil processing.
3.1.2. IFB Home Appliances Division
The IFB brand offers fully automatic washing machines, microwaves, domestic and industrial
dishwashers, clothes dryers. They have also recently launched fully built up modular kitchens
and kitchen equipments.
The IFB front loading design is based on German principles for both aesthetics as well as
mechanical and electronic configuration.
Having established the image of a high quality brand of fully automatic machines, the company
is to reach a wider section of buyers through an exhaustive dealer network spread all over India
and 12 other countries. The main washing machine plant at Goa is poised for a major expansion
and modernization program to meet the growing demand.
3.1.3. IFB International Division
The company’s international business division has become a recognized export house dealing in
not only IFB’s own products but also third-party exports.
The company’s customers include Maruti Udyog, Ford India, Fiat India, and Toyota, Kirloskar
Motors, Lucas TVS, Brakers India, Autoliv India, Rane TRW, IFB Automotive, Germany’s
Takata Petri, Borg Warner, Avtec and Bosch chasis.
3.1.4. IFB Venture CapitalFinance Ltd.
The company was incorporated in 1992 with a view to achieve long term capital gains by
investing in ventures having an attractive potential for growth and earnings has since started
commercial activities. In view of the need for stronger capital base, the company went public in
March 1995 and was considerably oversubscribe, the allotment was made in may 1995.

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3.1.5. IFB Agro Ltd.
IFB Agro Industries limited is a reputed Public Limited Company. The company has various
consumer oriented products both for domestic & export markets. The corporate office is situated
at EM Bypass, Kolkata, and West Bengal.
IFB Agro Industries Limited is a Public Limited Company, listed in the Indian Stock Exchange.
The company is one of the largest producers of alcohol in Eastern India, having 6 large captive
bottling plants situated in Bengal, Orissa and North East. The company is also engaged in the
production of Carbon Dioxide Gas and processing of marine products for Export as well as for
the Indian market.
3.1.6. IFB Securities Ltd.
The company has obtained the membership in both the wholesale and capital market segments of
the national stock exchange. In addition to the membership of the O.T.C.E.I., it has already
commenced full-fledged commercial operations.
3.1.7. IFB leasing and financing
The increasing scope in money market operations prompted the company to venture into the
relatively newer areas of Foreign exchange Brokering & Merchant Banking activities in addition
to its existing line of activity in hire, purchase Financing & Leasing. The company has branch
offices at Bangalore, Mumbai, Delhi & Madras. Resource mobilization activities have been
stepped up substantially and public response to deposit mobilization has shown an encouraging
trend.
3.1.8. IFB Subsidiaries
IFB, in collaboration with Germany’s RHW and Sweden’s Electrolux, has two joint venture
subsidiaries – RHW India and RHW Autoliv India – to manufacture automotive seat recliners or
seating system and safety equipment.
 European Fine Blanking Ltd. U.K
 RHW India Ltd.(collaboration with RHW,Germany)
 RHW AUTOLIV INDIA Ltd.(auto live of Sweden)
3.2. Milestones
The company’s object is to manufacture fine blanking tools, press tools and fine blanked
components used in a wide range of precision engineering industry.
Year events
1974- The company were incorporated on 12th September, in West Bengal.

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1989- Some divisions of IFB started to function like-
1. Home appliance factory in Goa
2. Motor car division in Bangalore
3. Fine blanking division in Gurugram.
1992- IFB entered Gujarat market
2012- IFB became the number1 in front load washing machine and number 3 position in
microwave oven. IFB has monopoly in dishwasher and clothe dryer.
3.3. Company Profile
3.3.1. Vision
To be customer’s first choice
3.3.2. Mission
To be the best in the eyes of our customers, employees, business partners & shareholders
 For Our Customers – The best product to buy, an innovative product that
consistently outperforms peer and outstanding service that makes every
customer smile.
 For Our Business Partners –IFB should be the first choice for their products
and services.
 The Company should be acknowledged as one with the highest standards of
corporate transparency that delivers on promises given to shareholders
3.3.3. Values
“WE TREAT CUSTOMERS THE WAY WE WOULD WANT TO BE TREATED “
Eleven identified behaviors that make the above come to life
 Never let profit conflicts get in the way of doing what is right for the
customer
 Give customer a good fair deal. Great customer relationship take time.
Do not try to maximize short term profits at the expense of the building
those enduring relationships
 Always look for ways to make it easier to do business with us
 Communicate daily with your customer. If they are talking to you, they
can’t be talking to your competitor
 Don’t forget to say thank you
 Leaner is better
 Eliminate bureaucracy
 Cut waste relentlessly
 Operation should be fast and simple

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 Value each other’s time
3.4. Hierarchy
 Mr. Bijon Nag (Age 74), Executive Chairman: Mr. Bijon Nag serves as the Executive
Chairman at IFB Industries Limited. Mr. Nag serves as the Chairman of IFB Finance Ltd.
and IFB Agro Industries Ltd. He has been a Non-Executive Director of IFB Agro
Industries Ltd. since October 14, 1997. He has been a Director IFB Automotive Private
Limited since April 12, 1989.
 Mr. Bikram Nag (Age 44), Joint Executive Chairman and Managing Director: Mr.
Bikram Nag, BBA serves as the Managing Director and Joint Executive Chairman of IFB
Industries Ltd. Mr. Nag has been the Joint Executive Chairman at IFB Agro Industries
Ltd. since May 21, 2009 and has been its Whole Time Director since October 14, 1997.
Mr. Nag has more than twelve years of experience in the field of Marketing and Business
Management. He has made several significant contributions to IFB Agro Industries Ltd.'s
growth and implementation of investment
 Mr. Sudam Maitra (Age 62), Deputy Managing Director: Mr. Sudam Maitra has been
a Deputy Managing Director of IFB Industries Limited since September 3, 2014. Mr.
Maitra served as the Chief Mentor of Maruti Suzuki India Limited. Mr. Maitra served as
the Chief Operating Officer of Supply Chain and Chief Mentor at Maruti Suzuki India
Limited from May 2, 2014 to May 21, 2014. Mr. Maitra served as a Senior Managing
Executive Officer of Supply Chain at Maruti Suzuki India, Ltd. until May 2, 2014. Mr.
Maitra served as Managing
 Mr. Prabir Chatterjee (Age 62), Director and CFO: Mr. Probir Chatterjee serves as the Chief
Financial Officer of IFB Industries Ltd. Mr. Chatterjee served as Vice President of Finance at IFB
Industries Ltd. Mr. Chatterjiee has been Additional Director of IFB Industries Ltd. since April 1, 2013.
 Mr. A K Nag, President
 Mr. Rahul Choudhary, Vice President, Corporate affairs and banking
 Mr. Rajshankar Ray, CEO, Home Appliances Division
 Mr. A.S.Negi, National Service Head, Home Appliances Division
 Mr. Jayanta Chanda, Service Accounts Head, Home Appliance Division
3.5. Head Office
14, Taratala Road
Kolkata-700088, India
CIN: L51109WB1974PLC029637
Email: investors@ifbglobal.com
Website: www.ifbindustries.cpm

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3.6. Corporate Office
Plot No. IND-5, Sector-I
East Kolkata Township
Kolkata- 700107
3.7. Branch office (Delhi)
D-60, Pocket A,
Okhla Phase I, Okhla Industrial Area
New Delhi, Delhi 110020

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3.8. Competitors
Its Competitors are:
Washing Machine Microwave Dishwasher Dryer
 Electrolux.
 Haier.
 Hitachi.
 Onida.
 Panasonic.
 Samsung.
 Whirlpool.
 LG.
 Godrej.
 Sanyo.
 Sharp.
 Siemens.
 Toshiba.
 Bosch.
 Electrolux.
 Haier.
 Bajaj.
 Onida.
 Panasonic.
 Samsung.
 Whirlpool.
 LG.
 Godrej.
 Daewoo.
 Sharp.
 Siemens.
 Inalsa.
 Bosch.
 Kenstar.
 Videocon
 Koryo
 Faber
Heatcraft.
 Kaff.
 LG.
 Siemens.
 Bosch.
 Haier.
 Siemens.
 Whirlpool.
 Bosch.
3.9. PEST Analysis
3.9.1. PoliticalFactor
 High import duty.
 Plants in tax-incentive areas like Goa and Bhopal.
 Export promotion schemes of the Indian Government like EPCG (Export Promotion
Capital Goods Scheme) and EOQ (Export Oriented Unit) status.
3.9.2. EconomicalFactor
 Increase in per capita income.
 Growing GDP high disposable income.
 Increase in spending power.
3.9.3. Socio-CulturalFactor
 Manufacturing eco-friendly product.
 Increasing life style and comfort.

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3.9.4. TechnologicalFactor
 Improvement in technology made the electronic product more featured.
 Quality of product has been increased.
3.10. Porter’s Five Forces Model
Threat of New Entrants (Moderate):
 Most current players are global players.
 New entrants will need to invest in Brand, technology, distribution
Power of Suppliers (Low):
 Indigenous supply base limited-most raw materials are imported.
Power of Buyers (High):
 Multitude of brands across price points-wide variety of choice for customers.
Availability of Substitutes (High):
 Unbranded products and cheaper imports could enter the market.
Competitive Rivalry (High):
 Number of well-established players; several new players entering.
 Good technological capability.
 Many untapped potential markets.
Overall, the sector is a dynamic one, with significant growth opportunities.
3.11. SWOT Analysis
Strengths of the Company
 Brand image in home appliances
division.
 So many models to chose.
 Healthy financial banking.
 Innovative product.
 Compatible workforce.
 Strong after sales service.
 Wide distribution network in all over
the country
Weaknessesofthe company
 Price of the products.
 Spare parts/AMC of the product is
costly.
 No promotional activities.
 Less range of products in consumer
durables.

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Opportunities for the company
 Scope for growth in the rural market.
 New launches can give more benefit.
 The trust in company’s product by
valued customers.
Threats for the company
 Competitive pressure on the domestic
market.
 Threats from competitors in the area of
pricing.
 Significant rise in material cost and
exchange fluctuation.
3.11.1. Strengths of the company
 Brand image in home appliances division:
IFB has a brand image in Home Appliances Division and it is leading market in this segment
with the major number of customers of washing machines and microwave oven.
 So many models to chose:
The products have variety of models with different features as well as prices to tap the
customers of middle class, upper middle class and high class.
 Healthy financial banking:
The company is financially sound and can grow well if it targets the rural areas as well.
 Innovative products:
The products are actually innovative and new in Indian market so they have a near monopoly
in dishwasher and clothes dryer with maximum market share. So it attracts the customers of
higher class for more luxurious life style.
 Compatible workforce:
The company has a compatible work force which works in team to give a new height to the
company.
 Strong after sales service:
The company is also providing best after sales service to its customers by the schemes like
warranty, annual maintenance contract and extended warranty.
 Wide distribution network in all over the country:

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It has a wide distribution network which covers almost every sate of the country having
various dealers and franchisees in each state
3.11.2. Weaknesses of the company
 Prices of the product:
The prices of the product are a bit high in comparison to other brands. So it will not be able
to cover the lower middle class.
 Spare parts/AMC of the products are costly:
Even the spare parts and annual maintenance contract of the products are costly which shows
a chance of losing customers.
 No promotional activities:
There are no promotional activities for the promotion of the products. Even there is not any
advertisement which can show the features and variety of products. This is the reason that
there are very less sales of hobs and chimneys because people are not aware of its new
products.
 Less range of products in consumer durables:
It has less range of products which is not sufficient to capture the whole market. Through
some new products are ready to be launch in coming year but some small consumer durables
like iron, water heater, camera etc. can be added.
3.11.3. Opportunities for the company
 Scopefor growth in the rural market:
IFB still have not covered the rural market of country. As India has its major population in
rural areas, the company has a wider scope for growth in rural market by launching low price
products useful for rural people which can also have chargeable features because rural area
still don’t have full time electricity facility.
 New launches can give more benefit:
The new launches which are there in the pipeline can give more benefit to the company.
Even some more launches in coming future can add more benefit to the company.
 The trust in company’s productbyvalued customers:

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The greatest opportunity of the company is its brand equity, product quality, latest
technology and last but not least is the trust in company’s products by the valued customers.
This trust will definitely be helpful in the promotion of other new products.
3.11.4. Threats for the company
 Competitive pressure on the domestic market
Growth of the Indian economy together with the reduction of import duties makes India
increasingly a target market for many MNC’s and therefore, competitive pressure on the
domestic market will continue to grow.
 Threats from competitors in the area of pricing:
As its competitors are also there in the market with some low price products the company is
facing threats from those competitors.
 Significant rise in material costand exchange fluctuation:
The significant rise in material cost and exchange fluctuation drastically impacts margin of
the company.

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4.1. MEANING OF RESEARCH
Research in common parlance refers to a search for knowledge. Once can also define research as
a scientific and systematic search for pertinent information on a specific topic. In fact, research is
an art of scientific investigation. The Advanced Learner’s Dictionary of Current English lays
down the meaning of research as “a careful investigation or inquiry especially through search for
new facts in any branch of knowledge.” Redman and Mory define research as a “systematized
effort to gain new knowledge.” Some people consider research as a movement, a movement from
the known to the unknown. It is actually a voyage of discovery. We all possess the vital instinct of
inquisitiveness for, when the unknown confronts us, we wonder and our inquisitiveness makes us
probe and attain full and fuller understanding of the unknown. This inquisitiveness is the mother of
all knowledge and the method, which man employs for obtaining the knowledge of whatever the
unknown, can be termed as research.
Research is an academic activity and as such the term should be used in a technical sense.
According to Clifford Woody research comprises defining and redefining problems, formulating
hypothesis or suggested solutions; collecting, organizing and evaluating data; making deductions
and reaching conclusions; and at last carefully testing the conclusions to determine whether they
fit the formulating hypothesis. D. Slesinger and M. Stephenson in the Encyclopedia of Social
Sciences define research as “the manipulation of things, concepts or symbols for the purpose of
generalizing to extend, correct or verify knowledge, whether that knowledge aids in construction
of theory or in the practice of an art.” Research is, thus, an original contribution to the existing
stock of knowledge making for its advancement. It is the pursuit of truth with the help of study,
observation, comparison and experiment. In short, the search for knowledge through objective
and systematic method of finding solution to a problem is research. The systematic approach
concerning generalization and the formulation of a theory is also research. As such the term
‘research’ refers to the systematic method consisting of enunciating the problem, formulating a
hypothesis, collecting the facts or data, analyzing the facts and reaching certain conclusions either
in the form of solutions(s) towards the concerned problem or in certain generalizations for some
theoretical formulation.
4.2. OBJECTIVES OF RESEARCH
The purpose of research is to discover answers to questions through the application of scientific
procedures. The main aim of research is to find out the truth which is hidden and which has not
been discovered as yet. Though each research study has its own specific purpose, we may think
of research objectives as falling into a number of following broad groupings:
To gain familiarity with a phenomenon or to achieve new insights into it (studies with this object
in view are termed as exploratory or formulative research studies);

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To portray accurately the characteristics of a particular individual, situation or a group (studies
with this object in view are known as descriptive research studies);
To determine the frequency with which something occurs or with which it is associated with
something else (studies with this object in view are known as diagnostic research studies);
To test a hypothesis of a causal relationship between variables (such studies are known as
Hypothesis-testing research studies).
4.3. MOTIVATION IN RESEARCH
What makes people to undertake research? This is a question of fundamental importance. The
possible motives for doing research may be either one or more of the following:
Desire to get a research degree along with its consequential benefits;
Desire to face the challenge in solving the unsolved problems, i.e., concern over practical
problems initiates’ research;
Desire to get intellectual joy of doing some creative work;
Desire to be of service to society;
Desire to get respectability.
However, this is not an exhaustive list of factors motivating people to undertake research studies.
Many more factors such as directives of government, employment conditions, curiosity about
new things, desire to understand causal relationships, social thinking and awakening, and the like
may as well motivate (or at times compel) people to perform research operations.
4.4. TYPES OF RESEARCH
The basic types of research are as follows:
4.4.1. Descriptive vs. Analytical: Descriptive research includes surveys and fact-finding
enquiries of different kinds. The major purpose of descriptive research is description of the state
of affairs as it exists at present. In social science and business research we quite often use the
term Ex post facto research for descriptive research studies. The main characteristic of this
method is that the researcher has no control over the variables; he can only report what has
happened or what is happening. Most ex post facto research projects are used for descriptive
studies in which the researcher seeks to measure such items as, for example, frequency of
shopping, preferences of people, or similar data. Ex post facto studies also include attempts by
researchers to discover causes even when they cannot control the variables. The methods of
research utilized in descriptive research are survey methods of all kinds, including comparative

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and correlation methods. In analytical research, on the other hand, the researcher has to use facts
or information already available, and analyze these to make a critical evaluation of the material.
4.4.2. Applied vs. Fundamental: Research can either be applied (or action) research or
fundamental (to basic or pure) research. Applied research aims at finding a solution for an
immediateproblem facinga societyoranindustrial/businessorganization, whereas fundamental research
is mainly concerned with generalizations and with the formulation of a theory. “Gathering
knowledge for knowledge’s sake is termed ‘pure’ or ‘basic’ research.” Research concerning some
natural phenomenon or relating to pure mathematics are examples of fundamental research.
Similarly, research studies, concerning human behavior carried on with a view to make
generalizations about human behavior, are also examples of fundamental research, but research
aimed at certain conclusions (say, a solution) facing a concrete social or business problem is an
example of applied research. Research to identify social, economic or political trends that may affect
a particular institution or the copy research (research to find out whether certain communications
will be read and understood) or the marketing research or evaluation research are examples of
applied research. Thus, the central aim of applied research is to discover a solution for some
pressing practical problem, whereas basic research is directed towards finding information that
has a broad base of applications and thus, adds to the already existing organized body of scientific
knowledge.
4.4.3. Quantitative vs. Qualitative: Quantitative research is based on the measurement of
quantity or amount. It is applicable to phenomena that can be expressed in terms of quantity.
Qualitative research, on the other hand, is concerned with qualitative phenomenon, i.e.,
phenomena relating to or involving quality or kind. For instance, when we are interested in
investigating the reasons for human behavior (i.e., why people think or do certain things), we quite
often talk of ‘Motivation Research’, an important type of qualitative research. This type of
research aims at discovering the underlying motives and desires, using in depth interviews for the
purpose. Other techniques of such research are word association tests, sentence completion tests,
story completion tests and similar other projective techniques. Attitude or opinion research i.e.,
research designed to find out how people feel or what they think about a particular subject or
institution is also qualitative research. Qualitative research is especially important in the
behavioral sciences where the aim is to discover the underlying motives of human behavior.
Through such research we can analyze the various factors which motivate people to behave in a
particular manner or which make people like or dislike a particular thing. It may be stated,
however, that to apply qualitative research in Practice is relatively a difficult job and therefore,
while doing such research, one should seek guidance from experimental psychologists.
4.4.4. Conceptual vs. Empirical: Conceptual research is that related to some abstract
idea(s) or theory. It is generally used by philosophers and thinkers to develop new concepts or to
reinterpret existing ones. On the other hand, empirical research relies on experience or
observationalone, often without due regard for system and theory. It is data-based research, coming

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up with conclusions which are capable of being verified by observation or experiment. We can also
call it as experimental type of research. In such a research it is necessary to get at facts firsthand,
at their source, and actively to go about doing certain things to stimulate the production of
desired information. In such a research, the researcher must first provide himself with a working
hypothesis or guess as to the probable results. He then works to get enough facts (data) to prove or
disprove his hypothesis. He then sets up experimental designs which he thinks will manipulate the
persons or the materials concerned so as to bring forth the desired information. Such research is
thus characterized by the experimenter’s control over the variables under study and his deliberate
manipulation of one of them to study its effects. Empirical research is appropriate when proof is
sought that certain variables affect other variables in some way. Evidence gathered through
experiments or empirical studies is today considered to be the most powerful support possible for
a given hypothesis.
4.4.5. Some Other Types of Research: All other types of research are variations of one or
more of the above stated approaches, based on either the purpose of research, or the time
required to accomplish research, on the environment in which research is done, or on the basis of
some other similar factor. Form the point of view of time; we can think have research either as one-
time research or longitudinal research. In the former case the research is confined to a single
time-period, whereas in the latter case the research is carried on over several time-periods.
Research can be field-setting research or laboratory research or simulation research, depending
upon the environment in which it is to be carried out. Research can as well be understood as
clinical or diagnostic research. Such research follows case-study methods or in-depth approaches
to reach the basic causal relations. Such studies usually go deep into the causes of things or events
that interest us, using very small samples and very deep probing data gathering devices. The
research may be exploratory or it may be formalized. The objective of exploratory research is the
development of hypotheses rather than their testing, whereas formalized research studies are
those with substantial structure and with specific hypotheses to be tested. Historical research is
that which utilizes historical sources like documents, remains, etc. to study events or ideas of the
past, includingthe philosophyof persons and groups at anyremote point oftime. Research canalso be
classified as conclusion-oriented and decision-oriented. While doingconclusion- oriented research, a
researcher is free to pick up a problem, redesign the enquiry as he proceeds and is prepared to
conceptualize as he wishes. Decision-oriented research is always for the need of a decision
maker and the researcher in this case is not free to embark upon research according to his own
inclination. Operations research is an example of decision oriented research since it is a scientific
method of providing executive departments with a quantitative basis for decisions regarding
operations under their control.
4.5. Research Approaches
The above description of the types of research brings to light the fact that there are two basic
approaches to research, viz., quantitative approach and the qualitative approach. The former

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involves the generation of data in quantitative form which can be subjected to rigorous
quantitative analysis in a formal and rigid fashion. This approach can be further sub-classified
into inferential, experimental and simulation approaches to research. The purpose of inferential
approach to research is to form a data base from which to infer characteristics or relationships of
population. This usually means survey research where a sample of population is studied
(questioned or observed) to determine its characteristics, and it is then inferred that the population
has the same characteristics. Experimental approach is characterized by much greater control
over the research environment and in this case some variables are manipulated to observe their
effect on other variables. Simulation approach involves the construction of an artificial
environment within which relevant information and data can be generated. This permits an
observation of the dynamic behavior of a system (or its sub-system) under controlled conditions.
The term ‘simulation’ in the context of business and social sciences applications refers to “the
operation of a numerical model that represents the structure of a dynamic process. Given the
values of initial conditions, parameters and exogenous variables, a simulation is run to represent
the behavior of the process over time.”5 Simulationapproachcan also be useful in building models
for understanding future conditions.
Qualitative approach to research is concerned with subjective assessment of attitudes, opinions
and behavior. Research in such a situation is a function of researcher’s insights and impressions.
Such an approach to research generates results either in non-quantitative form or in the form
which are not subjected to rigorous quantitative analysis. Generally, the techniques of focus group
interviews, projective techniques and depth interviews are used. All these are explained at length
in chapters that follow.
4.6. Research Process
Before embarking on the details of research methodology and techniques, it seems appropriate to
present a brief overview of the research process. Research process consists of series of actions or
steps necessary to effectively carry out research and the desired sequencing of these steps. One
should remember that the various steps involved in a research process are not mutually
exclusive; nor are they separate and distinct. They do not necessarily follow each other in any
specific order and the researcher has to be constantly anticipating at each step in the research
process the requirements of the subsequent steps. However, the following order concerning
various steps provides a useful procedural guideline regarding the research process:
(1) Formulating the research problem;
(2) Extensive literature survey;
(3) Developing the hypothesis;
(4) Preparing the research design;

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(5) Determining sample design;
(6) Collecting the data;
(7) Execution of the project;
(8) Analysis of data;
(9) Hypothesis testing;
(10) Generalizations and interpretation
(11) Preparation of the report or presentation of the results, i.e., formal write-up of conclusions
reached.
A brief description of the above stated steps will be helpful.
4.6.1. Formulating the research problem: There are two types of research problems,
viz., those which relate to states of nature and those which relate to relationships between
variables. At the very outset the researcher must single out the problem he wants to study, i.e., he
must decide the general area of interest or aspect of a subject-matter that he would like to inquire
into. Initially the problem may be stated in a broad general way and then the ambiguities, if any,
relating to the problem be resolved. Then, the feasibility of a particular solution has to be
considered before a working formulation of the problem can be set up. The formulation of a
general topic into a specific research problem, thus, constitutes the first step in a scientific
enquiry. Essentially two steps are involved in formulating the research problem, viz.,
understanding the problem thoroughly, and rephrasing the same into meaningful terms from an
analytical point of view.
The best way of understanding the problem is to discuss it with one’s own colleagues or with
those having some expertise in the matter. In an academic institution the researcher can seek the
help from a guide who is usually an experienced man and has several research problems in mind.
Often, the guide puts forth the problem in general terms and it is up to the researcher to narrow it
down and phrase the problem in operational terms. In private business units or in governmental
organizations, the problem is usually earmarked by the administrative agencies with which the
researcher can discuss as to how the problem originally came about and what considerations are
involved in its possible solutions.
4.6.2. Extensive literature survey: Once the problem is formulated, a brief summary of it
should be written down. It is compulsory for a research worker writing a thesis for a Ph.D.
degree to write a synopsis of the topic and submit it to the necessary Committee or the Research
Board for approval. At this juncture the researcher should undertake extensive literature survey
connected with the problem. For this purpose, the abstracting and indexing journals and
published or unpublished bibliographies are the first place to go to. Academic journals,

33
conference proceedings, government reports, books etc., must be tapped depending on the nature
of the problem. In this process, it should be remembered that one source will lead to another. The
earlier studies, if any, which are similar to the study in hand, should be carefully studied. A good
library will be a great help to the researcher at this stage.
4.6.3. Development of working hypotheses: After extensive literature survey,
researcher should state in clear terms the working hypothesis or hypotheses. Working hypothesis is
tentative assumption made in order to draw out and test its logical or empirical consequences. As
such the manner in which research hypotheses are developed is particularly important since they
provide the focal point for research. They also affect the manner in which tests must be
conducted in the analysis of data and indirectly the quality of data which is required for the
analysis. In most types of research, the development of working hypothesis plays an important
role. Hypothesis should be very specific and limited to the piece of research in hand because it
has to be tested. The role of the hypothesis is to guide the researcher by delimiting the area of
research and to keep him on the right track. It sharpens his thinking and focuses attention on the
more important facets of the problem. It also indicates the type of data required and the type of
methods of data analysis to be used.
4.6.4. Preparing the research design: The research problem having been formulated in
clear cut terms, the researcher will be required to prepare a research design, i.e., he will have to
state the conceptual structure within which research would be conducted. The preparation of
such a design facilitates research to be as efficient as possible yielding maximal information. In
other words, the function of research design is to provide for the collection of relevant evidence with
minimal expenditure of effort, time and money. But how all these can be achieved depends mainly
on the research purpose. Research purposes may be grouped into four categories, viz., (i)
Exploration, (ii) Description,
(iii) Diagnosis and (IV) Experimentation. A flexible research design which provides opportunity
for considering many different aspects of a problem is considered appropriate if the purpose of
the research study is that of exploration. But when the purpose happens to be an accurate
description of a situationor of anassociationbetween variables, the suitable design will be one that
minimizes bias and maximizes the reliability of the data collected and analyzed.
4.6.5. Determining sample design: All the items under consideration in any field of
inquiry constitute a ‘universe’ or ‘population’. A complete enumeration of all the items in the
‘population’ is known as a census inquiry. It can be presumed that in such an inquiry when all the
items are covered no element of chance is left and highest accuracy is obtained. But in practice
this may not be true. Even the slightest element of bias in suchan inquiry will get larger and larger
as the number of observations increases. Moreover, there is no way of checking the element of
bias or its extent except through a resurvey or use of sample checks. Besides, this type of inquiry
involves a great deal of time, money and energy. Not only this, census inquiry is not possible in
practice under many circumstances. For instance, blood testing is done only on sample basis.

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4.6.6. Collecting the data: In dealing with any real life problem it is often found that data at
hand are inadequate, and hence, it becomes necessary to collect data that are appropriate. There
are several ways of collecting the appropriate data which differ considerably in context of money
costs, time and other resources at the disposal of the researcher.
Primary data can be collected either through experiment or through survey. If the researcher
conducts an experiment, he observes some quantitative measurements, or the data, with the help
of which he examines the truth contained in his hypothesis. But in the case of a survey, data can
be collected by any one or more of the following ways:
4.6.6.1. By observation: This method implies the collection of information by way of
investigator’s own observation, without interviewing the respondents. The information obtained
relates to what is currently happening and is not complicated by either the past behavior or future
intentions or attitudes of respondents. This method is no doubt an expensive method and the
information provided by this method is also very limited. As such this method is not suitable in
inquiries where large samples areconcerned.
4.6.6.2. Through personal interview: The investigator follows a rigid procedure and seeks
answers to a set ofpre-conceived questions throughpersonal interviews. This method of collecting
data is usually carried out in a structured way where output depends upon the ability of the
interviewer to a large extent.
4.6.6.3. Through telephone interviews: This method of collecting information involves
contacting the respondents on telephone itself. This is not a very widely used method but it plays
an important role in industrial surveys in developed regions, particularly, when the survey has to be
accomplished in a very limited time.
4.6.6.4. By mailing of questionnaires: The researcher and the respondents do come in contact
with each other if this method of survey is adopted. Questionnaires are mailed to the respondents
with a request to return after completing the same. It is the most extensively used method in
various economic and business surveys. Before applying this method, usually a Pilot Study for
testing the questionnaire is conduced which reveals the weaknesses, if any, of the questionnaire?
Questionnaire to be used must be prepared very carefully so that it may prove to be effective in
collecting the relevant information.
4.6.6.5. Through schedules: Under this method the enumerators are appointed and given
training. They are provided with schedules containing relevant questions. These enumerators go
to respondents with these schedules. Data are collected by filling up the schedules by
enumerators on the basis of replies given by respondents. Much depends upon the capability of
enumerators so far as this method is concerned. Some occasional field checks on the work of the
enumerators may ensure sincere work.

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The researcher should select one of these methods of collecting the data taking into
consideration the nature of investigation, objective and scope of the inquiry, financial resources,
available time and the desired degree of accuracy. Though he should pay attention to all these
factors but much depends upon the ability and experience of the researcher. In this context Dr
A.L. Bowled very aptly remarks that in collection of statistical data commonsense is the chief
requisite and experiences the chief teacher.
4.6.7. Execution of the project: Execution of the project is a very important step in the
research process. If the execution of the project proceeds on correct lines, the data to be collected
would be adequate and dependable. The researcher should see that the project is executed in a
systematic manner and in time. If the survey is to be conducted by means of structured
questionnaires, data can be readily machine-processed. In such a situation, questions as well as the
possible answers may be coded. If the data are to be collected through interviewers, arrangements
should be made for proper selection and training of the interviewers. The training may be given
with the help of instruction manuals which explain clearly the job of the interviewers at each
step. Occasional field checks should be made to ensure that the interviewers are doing their
assigned job sincerely and efficiently. A careful watch should be kept for unanticipated factors in
order to keep the survey as much realistic as possible. This, in other words, means that steps
should be taken to ensure that the survey is under statistical control so that the collected
information is in accordance with the pre-defined standard of accuracy. If some of the
respondents do not cooperate, some suitable methods should be designed to tackle this problem.
One method of dealing with the non-response problem is to make a list of the non-respondents
and take a small sub-sample of them, and then with the help of experts vigorous efforts can be
made for securing response.
4.6.8. Analysis of data: After the data have beencollected, the researcher turns to the task of
analyzing them. The analysis of data requires a number of closely related operations such as
establishment of categories, the application of these categories to raw data through coding,
tabulation and then drawing statistical inferences. The unwieldy data should necessarily be
condensed into a few manageable groups and tables for further analysis. Thus, researcher should
classify the raw data into some purposeful and usable categories. Coding operation is usually
done at this stage through which the categories of data are transformed into symbols that may be
tabulated and counted. Editing is the procedure that improves the quality of the data for coding.
With coding the stage is ready for tabulation. Tabulation is a part of the technical procedure
wherein the classified data are put in the form of tables. The mechanical devices can be made use
of at this juncture. A great deal of data, especially in large inquiries, is tabulated by computers.
Computers not only save time but also make it possible to study large number of variables
affecting a problem simultaneously.
Analysis work after tabulation is generally based on the computation of various percentages,
coefficients, etc., by applying various well defined statistical formulae. In the process of analysis,

36
relationships or differences supporting or conflicting with original or new hypotheses should be
subjected to tests of significance to determine with what validity data can be said to indicate any
conclusion(s). For instance, if there are two samples of weekly wages, each sample being drawn
from factories in different parts of the same city, giving two different mean values, then our
problem may be whether the two mean values are significantly different or the difference is just a
matter of chance. Through the use of statistical tests we can establish whether such a difference is
a real one or is the result of random fluctuations. If the difference happens to be real, the
inference will be that the two samples come from different universes and if the difference is due
to chance, the conclusion would be that the two samples belong to the same universe. Similarly,
the technique of analysis of variance can help us in analyzing whether three or more varieties of
seeds grownoncertain fields yield significantly different results or not. In brief, the researcher can
analyze the collected data with the help of various statistical measures.
4.6.9. Hypothesis-testing: After analyzing the data as stated above, the researcher is in a
position to test the hypotheses, if any, he had formulated earlier. Do the facts support the
hypotheses or they happen to be contrary? This is the usual question which should be answered
while testing hypotheses. Various tests, such as Chi square test, t-test, F-test, have been developed
by statisticians for the purpose. The hypotheses may be tested through the use of one or more of
such tests, depending upon the nature and object of research inquiry. Hypothesis-testing will result in
either accepting the hypothesis or in rejecting it. If the researcher had no hypotheses to start with,
generalizations established on the basis of data may be stated as hypotheses to be tested by
subsequent researches in times to come.
4.6.10. Generalizations and interpretation: If a hypothesis is tested and upheld several
times, it may be possible for the researcher to arrive at generalization, i.e., to build a theory. As a
matter of fact, the real value of research lies in its ability to arrive at certain generalizations. If the
researcher had no hypothesis to start with, he might seek to explain his findings onthe basis ofsome
theory. It is known as interpretation. The process of interpretation may quite often trigger off new
questions which in turn may lead to further researches.
4.6.11. Preparation of the report or the thesis: Finally, the researcher has to prepare
the report of what has been done by him. Writing of report must be done with great care keeping
in view the following:
The layout of the report should be as follows: (i) the preliminary pages; (ii) the main text, and (iii)
the end matter.
In its preliminary pages the report should carry title and date followed by acknowledgements and
foreword. Then there should be a table of contents followed by a list of tables and list of graphs
and charts, if any, given in the report.
The main text of the report should have the following parts:

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Introduction: It should contain a clear statement of the objective of the research and an
explanation of the methodology adopted in accomplishing the research. The scope of the study
along with various limitations should as well be stated in this part.
Summary of findings: After introduction there would appear a statement of findings and
recommendations in non-technical language. If the findings are extensive, they should be
summarized.
Main report: The main body of the report should be presented in logical sequence and broken-
down into readily identifiable sections.
Conclusion: Towards the end of the main text, researcher should again put down the results of
his research clearly and precisely. In fact, it is the final summing up.
At the end of the report, appendices should be enlisted in respect of all technical data.
Bibliography, i.e., list of books, journals, reports, etc., consulted, should also be given in the end.
Index should also be given specially in a published research report.
Report should be written in a concise and objective style in simple language avoiding vague
expressions such as ‘it seems,’ ‘there may be’, and the like.
Charts and illustrations in the main report should be used only if they present the information more
clearly andforcibly.
4.7. Problems Encountered by Researchers in India
Researchers in India, particularly those engaged in empirical research, are facing several
problems. Some of the important problems are as follows:
The lack of a scientific training in the methodology of research is a great impediment for
researchers in our country. There is paucity of competent researchers. Many researchers take a leap
in the dark without knowing research methods. Most of the work, which goes in the name of
research, is not methodologically sound. Research too many researchers and even to their guides,
is mostly a scissor and paste job without any insight shed on the collated materials. The
consequence is obvious, viz., the research results, quite often, do not reflect the reality or
realities. Thus, a systematic study of research methodology is an urgent necessity. Before
undertaking research projects, researchers should be well equipped with all the methodological
aspects. As such, efforts should be made to provide short- duration intensive courses for
meeting this requirement.

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4.8. SOURCE OF COLLECTION OF DATA
4.8.1. PRIMARY DATA
We collect primary data during the course of doing experiments in an experimental research but
in case we do research of the descriptive type and perform surveys, whether sample surveys or
census surveys, then we can obtain primary data either through observation or through direct
communication with respondents in one form or another or through personal interviews. This, in
other words, means that there are several methods of collecting primary data, particularly in
surveys and descriptive researches. Important ones are
(i) Observation method,
(ii) Interview method,
(iii) Through questionnaires,
(iv) Through schedules, and
(v) Other methods which include
(a) Warranty cards;
(b) Distributor audits;
(c) Pantry audits;
(d) Consumer panels;
(e) Using mechanical devices;
(f) Through projective techniques;
(g) Depth interviews, and
(h) Content analysis.
4.8.2 .SECONDARY DATA
Secondary data means data that are already available i.e., they refer to the data which have
already been collected and analyzed by someone else. When the researcher utilizes secondary
data, then he has to look into various sources from where he can obtain them. In this case he is
certainly not confronted with the problems that are usually associated with the collection of
original data. Secondary data may either be published data or unpublished data. Usually
published data are available in:
(a) Various publications of the central, state are local governments;
(b) Various publications of foreign governments or of international bodies and their subsidiary
organizations;
(c) Technical and trade journals;
(d) Books, magazines and newspapers;
(e) Reports and publications of various associations connected with business and industry, banks,
stock exchanges, etc.
(f) Reports prepared by research scholars, universities, economists, etc. in different fields; and
(g) Public records and statistics, historical documents, and other sources of published
information.
The sources of unpublished data are many; they may be found in diaries, letters, unpublished
biographies and autobiographies and also may be available with scholars and research workers,
trade associations, labor bureaus and other public/private individuals and organizations.
Researcher must be very careful in using secondary data. He must make a minute scrutiny

39
because it is just possible that the secondary data may be unsuitable or may be inadequate in the
context of the problem which the researcher wants to study. In this connection Dr. A.L. Bowled
very aptly observes that it is never safe to take published statistics at their face value without
knowing their meaning and limitations and it is always necessary to criticize arguments that can
be based on them.
By way of caution, the researcher, before using secondary data, must see that they possess
following characteristics:
1. Reliability of data: The reliability can be tested by finding out such things about the said
data:
(a) Who collected the data? (b) What were the sources of data? (c) Were they collected by using
proper methods (d) at what time were they collected? (e) Was there any bias of the compiler?
(f) What level of accuracy was desired? Was it achieved?
2. Suitability of data: The data that are suitable for one enquiry may not necessarily be found
suitable in another enquiry. Hence, if the available data are found to be unsuitable, they should
not be used by the researcher. In this context, the researcher must very carefully scrutinize the
definition of various terms and units of collection used at the time of collecting the data from the
primary source originally. Similarly, the object, scope and nature of the original enquiry must
also be studied. If the researcher finds differences in these, the data will remain unsuitable for the
present enquiry and should not be used.
3. Adequacy of data: If the level of accuracy achieved in data is found inadequate for the
purpose of the present enquiry, they will be considered as inadequate and should not be used by
the researcher. The data will also be considered inadequate, if they are related to an area which
may be either narrower or wider than the area of the present enquiry.
From all this we can say that it is very risky to use the already available data. The already
available data should be used by the researcher only when he finds them reliable, suitable and
adequate. But he should not blindly discard the use of such data if they are readily available from
authentic sources and are also suitable and adequate for in that case it will not be economical to
spend time and energy in field surveys for collecting information. At times, there may be wealth
of usable information in the already available data which must be used by an intelligent
researcher but with due precaution.
4.9. SELECTION OF APPROPRIATE METHOD OF DATA
COLLECTION
I have collected both types of data. The combination of both primary as well as secondary data
has been used in completion of the project. The sources of primary data were:
1. Personal observation:
The observation method is the most commonly used method especially in studies relating to
behavioral sciences. In a way we all observe things around us, but this sort of observation is not
scientific observation. Observation becomes a scientific tool and the method of data collection
for the researcher, when it serves a formulated research purpose, is systematically planned and
recorded and is subjected to checks and controls on validity and reliability. Under the
observation method, the information is sought by way of investigator’s own direct observation

40
without asking from the respondent. For instance, in a study relating to consumer behavior, the
investigator instead of asking the brand of wrist watch used by the respondent, may himself look
at the watch. The main advantage of this method is that subjective bias is eliminated, if
observation is done accurately. Secondly, the information obtained under this method relates to
what is currently happening; it is not complicated by either the past behavior or future intentions
or attitudes. Thirdly, this method is independent of respondents ‘willingness to respond and as
such is relatively less demanding of active cooperation on the part of respondents as happens to
be the case in the interview or the questionnaire method. This method is particularly suitable in
studies which deal with subjects (i.e., respondents) who are not capable of giving verbal reports
of their feelings for one reason or the other.
2. Interview:
The interview method of collecting data involves presentation of oral-verbal stimuli and reply in
terms of oral-verbal responses. This method can be used through personal interviews and, if
possible, through telephone interviews. Personal interview method requires a person known as
the interviewer asking questions generally in a face-to-face contact to the other person or
persons. (At times the interviewee may also ask certain questions and the interviewer responds to
these, but usually the interviewer initiates the interview and collects the information.) This sort
of interview may be in the form of direct personal investigation or it may be indirect oral
investigation. In the case of direct personal investigation the interviewer has to collect the
information personally from the sources concerned. He has to be on the spot and has to meet
people from whom data have to be collected. This method is particularly suitable for intensive
investigations.
3. Questionnaire:
Questionnaires can be classified as both, quantitative and qualitative method depending on the
nature of questions. Specifically, answers obtained through closed-ended questions with multiple
choice answer options are analyzed using quantitative methods and they may involve pie-charts,
bar-charts and percentages. Answers obtained to open-ended questionnaire questions are
analyzed using qualitative methods and they involve discussions and critical analyses without
use of numbers and calculations.
Advantages of questionnaires include increased speed of data collection, low or no cost
requirements, and higher levels of objectivity compared to many alternative methods of primary
data collection. However, questionnaires have certain disadvantages such as selection of random
answer choices by respondents without properly reading the question. Moreover, there is usually
no possibility for respondents to express their additional thoughts about the matter due to the
absence of a relevant question.
The sources of secondary data were:
1. Internet:
Using the Internet as a medium for collecting communication research data can save time and
money. Both synchronous and asynchronous data can be collected for research designs that call
for either questionnaire or transcript data collection. Cost curves for Internet-based and
traditional methods of data collection show that the Internet methods are significantly cheaper.
Online research methods for a geographically-defined population are best seen as a supplement
to traditional methods, as Internet users are still quite different from the general population, but
for populations defined by demographics or by Internet use itself, the Internet can be an excellent
medium for research. Analysis of actual studies indicates that Internet respondent cooperation

41
rates are similar to telephone interviewing rates. Cooperation rates are influenced by the
respondents' involvement with the research topic, incentives, recruitment techniques, required
technology and ease-of-use of the research instruments. Internet-based research techniques have
a learning curve that requires an investment by organizations conducting many research studies,
suggesting that infrequent users of online research may benefit from contracting projects to
Internet research suppliers
2. Published Data:
Published data is the most basic secondary source of information for data collection. Published
data can be obtained from various sources like books, magazines, newspapers, journals and
periodicals etc. Published data is the most reliable secondary source of information. The validity
of published data is greater than unpublished data.
The majority of published records can be obtained from libraries and archives. Libraries carry a
vast variety of books, journals and periodicals. You can use this information as a reference in
your thesis, dissertation or other research articles. Periodicals and journals provide up to date
information and they are also available in libraries. In social sciences and humanities newspapers
can also be used to get references. Newspaper is an excellent source of data collection historical
research. Some record cannot be obtained from any other source except newspaper as it does not
exist in books and journals. Old newspapers record can be obtained from the archives. In
published data books are easier to use as data are arranged in order in books.
TOOLS:-
 Pie chart
 Bar Graph
 Text and statements
SAMPLE DESIGN
 Sample element: The members selected from the population for doing the survey
constitute the sampling element. A sample of 50 persons was taken as a sample element.
 Extent: The survey was conducted in the Delhi region only.
 Time frame: Total time duration for the survey took almost two months.
 Sample size: 50 was the sample size of the survey.
 Done on two product washing machine and microwave oven.

43
5.1. Questionnaires
Questionnaire Washing Machine
Name ……………………………………………………………………………………………….
Location
………………………………………………………………………………………………………
………………………………………………………………………………………………………
Phone No. ………………………………………………
Age: ( ) 18-28 ( ) 29-39 ( ) 40-50 ( ) Above 50
Gender: ( ) Male ( ) Female
Ques 1: Which brand washing machine do you want to use?
 LG
 IFB
 Whirlpool
 Any other ……………………………………….
Ques 2: Which attributes do you look for purchasing washing machine?
 Quality
 Feature
 Brand
 Any other ………………………………………
Ques 3: Which colours of washing machine do you prefer most?
 Red
 Silver
 White
 Any other Please Specify ………………………………….
Ques 4: Which type of washing machine do you like to use?
 Front Loading
 Top loading
 Semi Automatic

44
Ques 5: Which attributes influence your purchasing decision for washing machine?
 Steam wash
 Air bubble wash
 Foam control
 3D wash system
Ques 6: Are you aware about Fully Automatic Top Loader/Front Loader IFB washing machine?
 Yes
 No
Ques 7: How do you take purchase decision while purchasing washing machine?
 Own decision
 Brand loyalty
 Peer suggestion
 Brand awareness
Ques 8: To what extent warranty period and other sales services effect your purchase decision?
 Very much
 Till some extent
 Doesn’t matter
Ques 9: Which mode of purchasing would you like to adopt to buy new washing machine?
 Retailer
 Online
 Exclusive showroom
 Other
Ques 10: Who is the decision maker to buy washing machine?
 Self
 Husband
 Wife
 Any other Please specify…………………………
Ques 11: Who is user of washing machine in your family?
 Wife
 Maid
 Other Please specify ………………………………

45
Questionnaire Microwave Oven
Name ………………………………………………………………………………………………
Location
………………………………………………………………………………………………………
………………………………………………………………………………………………………
Phone No. ………………………………………………
Age: ( ) 18-28 ( ) 29-39 ( ) 40-50 ( ) Above 50
Gender: ( ) Male ( ) Female
Ques1: Whichbrand doyou choose while buyingmicrowaveoven?
 LG
 IFB
 Samsung
 AnyotherPlease specify …………………………………
Ques2: Whichattributesdoyoulookfor purchasingmicrowave oven?
 Quality
 Price
 Brand
 Anyother……………………..
Ques3 : Whichcoloursof microwave ovendoyouprefermost?
 Red
 Silver
 White
 Anyotherplease specify
Ques4: Whichtype of microwave ovendoyoulike touse?
 Solo
 Grill
 Convection
 SolarDom
Ques5: Whichattributesinfluenceyourpurchasingdecisionformicrowave oven?

46
 Healthycooking
 Start-upkit
 More auto cookmenu
 Cookeryclasses
Ques6: Are youaware aboutmicrowave ovenof IFB?
 Yes
 No
Ques7: Howdo youtake purchase decisionwhile purchasingmicrowave oven?
 Owndecision
 Brand loyalty
 Peersuggestion
 Brand awareness
Ques8: To whatextentwarrantyperiodandotheraftersalesserviceseffectyourpurchase decision?
 Verymuch
 Till some extent
 Doesn’tmatter
Ques9: What mode of purchasingwouldyoulike toadoptto buynew microwave oven?
 Retailer
 Online
 Exclusive showroom
 Other
Ques10: Who isthe decisionmakertobuymicrowave oven?
 Self
 Wife
 Husband
 Anyotherplease specify………………………………
Ques11: Who isuserof microwave oveninyourfamily?
 Mother
 Wife
 Maid
 Otherplease specify

47
5.2. Washing Machine
50 respondents
Data Analysis & interpretation
Ques 1: What age group you fall?
Out of 50 respondents 12 have age between 18-28, 19 have age between 29-39, 13 have age
between 40-50, rest 6 have age above 50.
0
2
4
6
8
10
12
14
16
18
20
18-28 29-39 40-50 Above 50
Age
Age

48
Ques 2: Gender
Out of 50 respondents 69% of are female and rest 31% are male.
female
69%
male
31%
gender

49
Ques 3: Customer’s preference of brand?
Out of 50 respondents 36% have shown interest in purchasing Washing machine of LG, 20% of
Samsung, 20% of whirlpool, 17% of IFB and rest 7% of Videocon.
Inference
Most of the people aware of LG, Samsung and Whirlpool and customers are less aware of IFB
and others.
LG
36%
Samsung
20%
Whirlpool
20%
IFB
17%
Godrej
7%
Customer's Response

50
Ques 4: Desired attribute while buying Washing machine?
While buying a Washing machine 33% customers go for Quality, 27% customers go for Feature,
23% Customers go for Brand, and rest 17% goes for Price.
Inference
While purchasing Washing machine most of the customers look for Quality then they think about
feature, brand and price.
Brand
23%
Feature
27%
Quality
33%
Price
17%
Customers Response

51
Ques 5: Customer’s preference of color?
Out of 50 responders 40% customers prefer black color, 37% prefer silver color , 13% red and
rest prefer grey color.
Inference
White and silver colors are most preferable colors among customers. Red and grey is liked by
less no. of customers.
Black
40%
Silver
37%
Red
13%
Grey
10%
customers Response

52
Ques 6: Type of Washing machine prefer to use?
Inference
Top loader washing machine is liked by most of the customers because it is more convenient in
use and less no. of customers liked front loader and semi - automatic.
top loader
53%
semi
automatuc
10%
front loader
37%
CustomersResponses

53
Ques 7: Attributes which influences your purchasing decision?
Here steam wash is most preferable attribute which influences 27% customers purchase decision
then air bubble wash influences 10% customer decisions after that 3D wash and foam control
influence purchase decision.
Inference
Most of the customers want to have steam wash because baby clothes, kitchen clothes can be
easily washed by steamed wash feature. Customers also liked air bubble wash but 3D wash is
liked by vey less customers.
Steam Wash
60%
Air Bubble
27%
3D Wash
10%
Form
Control
3%
CustomersResponse

54
Ques 8: Awareness about Fully automatic top loader/front loader IFB Washing machine?
Out of 50 respondents 53% customers are aware about IFB Washing machine and 47%
customers are not aware.
Inference
More than 50% customers are aware about IFB washing machines. Large number of customers
who want to buy washing machine, they don’t now about IFB, so IFB needs to increase product
awareness.
Yes
53%
No
47%
CustomersResponse

55
Ques 9: How customer take purchase decision while purchasing Washing machine?
Out of 50 respondents 52% customers purchase through own decision, 31% through peer
suggestion, 10% due to brand awareness and rest 7% due to brand loyalty.
Inference.
More than 50% customers take self decision, large number of customer believes on word of
mouth and some believes in the brand name.
Own Decision
52%
Peer
Suggestion
31%
Brnd Awareness
10%
Brand Loyalty
7%
Customers Response

56
Ques 10: Place of purchasing Washing machine?
Here 50% customers want to purchase washing machine through exclusive showroom, 33%
customers through dealer and 10% through internet and rest 7% customers want through retailer.
Inference
50% customers wanted to purchase from exclusive showroom because there are more options for
selecting a product, some wanted to purchase from dealer’s point because Dealers might provide
in less price and some liked to buy from retailer and on net.
Exclusive
Showroom
50%
From Dealer
33%
Internet
10%
Retailer
7%
CustomersResponse

57
Ques 11: How warranty period affect sales of Washing machine?
While purchasing Washing machine 57% customers says warranty period affect very much, 30%
customers says till some extent and 13% customers says warranty period doesn’t matter them.
Inference
Most of the customers believe in warranty because maintenance cost is very costly, some believe
in warranty for some extent and some think it does not matter.
Very Much
57%
Till Some
Extent
30%
Doesn't Matter
13%
Customers Response

58
Ques 12: Decision maker to buy washing machine?
While purchasing washing machine 53% customers take decision through self, 40% customers
take decision through wife and 7% customers take purchase decision through mother.
Inference
At the time of purchasing more than 50% customers take self decision, 40 % customers decision
is affected by wife and in some case mother takes decision.
Self
53%
Wife
40%
Mother
7%
CustomersResponse

59
Ques 13: User of washing machine?
Inference
It has observed that in 60% cases wife is user, 27% of customers liked to use it by self, in some
cases it is used by daughter an other family members.
5.3. Microwave oven
Wife
60%
Self
27%
Daughter
6%
All Family
7%
CustomersResponse

60
50 respondents
Data Analysis & interpretation
Ques 1: What age group you fall?
Out of 50 respondents 19 have age between 18-28, 15 have age between 29-39, 9 have age
between 40-50, rest 7 have age above 50.
0
2
4
6
8
10
12
14
16
18
20
18-28 29-39 40-50 Above 50
Age
Age

61
Ques 2: Gender
Out of 50 respondents 62% of are female and rest 38% are male.
female
62%
male
38%
gender

62
Ques 3: Customer’s preference of brand?
Out of 50 respondents 30% have shown interest in purchasing Microwave oven of LG, 23% of
Samsung, 17% of whirlpool, 17% of IFB and rest 13% of godraj.
Inference
Most of the people liked LG, Samsung is liked by less number of customers, IFB ad Whirlpool
has same awareness and Godrej is least preferred brand.
LG
30%
Samsung
23%
whirlpool
17%
IFB
17%
Godraj
13%
customersresponse

63
Ques 4: Desired attribute while buying Microwave Oven?
While buying a Washing machine 33% customers go for Quality, 20% customers go for Feature,
& 33% Customers go for Brand, and rest & go for Price.
Inference
At the time of buying Microwave Oven, brand and quality are important factors to influence
purchase decision and after that customers think about feature and price.
Brand
34%
Feature
20%
Quality
33%
Price
13%
Customers Response

64
Ques 5: Customer’s preference of color?
Out of 50 responders 47% customers prefer black color, 33% prefer silver color , 13% red and
rest 7% grey color.
Inference
Black and silver colors are most preferable among customers.
Black
47%
Silver
33%
Red
13%
Grey
7%
customers Response

65
Ques 6: Type of Microwave Oven prefer to use?
From this pie chart we can interpret that 53% customers want to purchase Convection
Microwave Oven, 31% want Grill, 13% want Solo and only 3% want Solar Dum.
Inference
Most of the customers want to use Convection Microwave Oven because Convection model
carries all three functions( solo, grill, convection). Many customers don’t know about Solar
Dum. Customer’s second choice is grill and solo model is liked by fewer customers.
Convection
53%Grill
31%
Solo
13%
Solar
Dum
3%
CustomersResponses

66
Ques 7: Attributes which influences your purchasing decision?
Inference
Here 9 customers want Start-Up Kit, 8 customers want cookery classes, 7 customers wants
healthy cooking and rest 6 customers wants more Autocook menu in Microwave Oven.
Cookery
Classes
28%
Healthy
Cooking
24%
More Autocook
Menu
17%
Start-Up Kit
31%
CustomersResponse

67
Ques 8: Awareness about IFB Microwave Oven?
Out of 50 respondents 33% customers are aware about IFB Microwave Oven and 67% customers
are not aware.
Inference
Awareness of IFB Microwave Oven is less so we nees to spread the brand awareness of
Microwave Oven.
Yes
33%
No
67%
CustomersResponse

68
Ques 9: How customer take purchase decision while purchasing Microwave Oven?
Out of 50 respondents 48% customers purchase through own decision, 31% through peer
suggestion, 11% due to brand awareness and rest 10 %due to brand loyalty.
Inference
While purchasing Microwave Oven, most of customer’s trusts on self decision and some
customers believe on peer suggestions.
Own Decision
48%
Peer
Suggestion
31%
Brnd Awareness
11%
Brand Loyalty
10%
Customers Response

69
Ques 10: Mode of purchasing Microwave Oven?
Out of 50 respondents 55% customers wants to purchase microwave oven through exclusive
showroom, 33% customers through dealer and 11% through internet and rest 1% customers want
through retailer.
Inference
Most of the customers wanted to purchase from exclusive showroom because there are more
options for selecting a product also customers trust is more in showroom, some wanted to
purchase from dealers point because dealers might provide in less price and some liked to buy
from retailer and on net.
Exclusive
Showroom
55%
From Dealer
33%
Internet
11%
Retailer
1%
CustomersResponse

70
Ques 11: How warranty period affect sales of Microwave Oven?
While purchasing Microwave Oven 63% customers says warranty period affect very much, 27%
customers says till some extent and 10% customers says warranty period doesn’t matter them.
Inference
Warranty period too much affect the buying decision; this is perception of most of the people;
some think it effect for some extent and some think it does not matter.
Very Much
63%
Till Some
Extent
27%
Doesn't Matter
10%
Customers Response

72
 Our survey was confined within Delhi only so the outcomes and conclusions are not applicable
for the entire state or country.
 Our sample size was 50 for washing machine and 50 for microwave oven
 IFB had a very strong market share in terms of sales of front loading washing machines as
compare to top loading.
 The major competitors of IFB washing machines are Samsung & LG but other brands are future
threat for IFB washing machine.

74
 IFB needs to create public awareness in the market and should spend heavily on promotional
activities.
 Need to increase number of dealers.
 The brand promotional techniques like canopies, activities, free service camp, stage show etc.
should be done more regularly to improve brand awareness.

75
Bibliography
www.ifbindustries.com
www.googlescholar.com
www.wikipedia.com

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