research report

1
A
Summer internship
PROJECT REPORT
ON
MARKET RESEARCH ANALYSIS
OF
IFB
KITCHEN APPLIANCES
(COOKER HOODS AND BUILT IN HOBS)
Submitted to
L.J.Institute of Engineering and Technology
IN PARTIAL FULFILLMENT OF THE
REQUIREMENT OF THE AWARD FOR THE DEGREE OF
MASTER OF BUSINESS ADMINISTRATION
In
Gujarat Technological University
UNDER THE GUIDANCE OF
(Prof. Abhinava.S. Singh)
Submitted on:
Submitted by: Girish Dubey
Enrolment number: 127280592007
MBA SEMESTER III
Batch No.: Morning shift

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Certificate
Certified that this comprehensive project report titled “Market research
analysis of kitchen appliances (cooker hoods and built in hobs)” is the
benefited work of Girish Dubey (Enr. No. 127280592007) who carried out the
research under my supervision. I also certify further, that to the best of my
knowledge the work reported herein does not form part of any other project
report or dissertation on the basis of which a degree or a work was conferred
on an earlier occasion on this or any other candidate.
Date:
Place: Ahmedabad
Signature of the student
It is certified that the work mentioned above is carried out under my guidance.
Date:
Place: Ahmedabad
Signature of the faculty guide

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Students’ Declaration
I am Girish Dubey (Enr. No. 127280592007) hereby declare that the report for
Comprehensive Project “Market research analysis of kitchen appliances
(cooker hoods and built in hobs)” is a result of my own work and my
indebtedness to other work publications, references, if any, have been duly
acknowledged.
Date: Student Name: Girish Dubey
Place: Ahmedabad

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Preface
As per the changing business environment and field survey I have
prepared a report to study the kitchen appliances (Cooker hoods and built
in hobs) scenario in the Ahmedabad region market.
It was an amazing experience to get exposed to a corporate world with
immense learning at an every step of the project and to know about the
work culture and how an organisation works.
I have learned the theoretical knowledge which requires for completing
this project. I have gained knowledge about the kitchen appliance
industry, as well as the dealer’s behaviour.
This project will be helpful to the organization for knowing what is
dealer’s behaviour and policies regarding the analysis of cooker hoods
and built in hobs.
This project will be helpful to the company to know about present
scenario in kitchen appliances market in ahmedabad as well as
competitor policy for the same product.

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Acknowledgement
I want to thank several people for their assistance. From the practical
study I have gained the experience and improved my knowledge, it
provided me with the guidelines to perform work in actual situation.
I am thankful to L.J. INSTITUTE OF MANAGEMENTSTUDIES
who given me chance to get experience in IFB appliances.
I am thankful to
Mr. Saptarishi majumdar (Branch head Gujarat territory)
Ms. Grishma Chokshi (Marketing head, Gujarat)
Ms. Aditi Goyal (Business executive/Marketing)
Mr. H.K. Bagga (Institutional sales representative)
Mr. Raj Darbar (Executive of kitchen appliances)
And all those respondents who actively engaged with my research and
given their precious time to me.

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Executive summary
A report contains present scenario in kitchen appliances selling via
dealer’s chain.
In this report I have introduced with the work regarding different views
of dealers end how I have linked theory with the practical issues in
kitchen appliances market.
The first part includes general information about industry, company, and
literature review, and the second part objective study, research
methodology, data collection and interpretation, findings and analyses of
dealers about kitchen appliances market and conclusion&
recommendations includes bibliography.
Kitchen appliances industry in India is facing stiff competition after
liberalization and modernization.
A cooker hoods and built in hobs segment has expanded and various
foreign companies are getting into Indian markets to earn a share of the
new profits.
With increased purchasing power and decreased waiting time, people are
now getting more & more attracted towards this segment, they want new
technologies with best quality and features. However, there are various
factors that a consumer considers during this process of purchase.
Dealers are also attracted towards this segment, with a view to good
margin and service of the company.
A research report contains information which collected by field survey in
Ahmedabad region.
By visiting various dealers I came to know about the product and their
policy of selling and views about the IFB as well as knowledge of
kitchen appliances market.

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There were many reasons found by me towards IFB cooker hood and
hobs which are not selling much better in the market compare to other
brands.
I analysed challenges and parameters of success which mainly concern
with kitchen appliances market.
I found 26 companies who selling cooker hoods and built in hobs other
than IFB in Ahmedabad zone among them 8 companies who have good
market position because of their brand awareness, good margin and
credit policy given to dealers.
I visited more than 180 dealers but 100 dealers replied positively and
help me in research process.
In dealers classification among 100 dealers,
41% dealers selling kitchen ware appliances,
18% dealers selling hardware and sanitary,
5% dealers selling furniture,
4% dealers selling electrical and gas service,
7% dealers selling electronics appliances.

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INDEX
Page no.
Chapter: 1 Industry review………………………………10
1.1 History ……………………………………… …..11
1.2 Growth and development………………….. …..11
1.3 Challenges……………………………………… 12
1.4 An Overview of Cooker hoods and Hobs………13
1.5 Market players in industry……………………..15
Chapter: 2 Literature review……………………………...23
Chapter: 3 Company overview…………………………24
3.1 Overview………………………………….25
3.2 Growth and development………………..26
3.3 Product/Service overview………………..28
3.4 Detailed departmental overview…………30
3.5 SWOT analysis…………………………...31
Chapter: 4 Objectives…………………………………..32
Chapter: 5 Hypotheses………………………………….33
5.1 Chi-Square analysis……………………...34
5.2 Binomial analysis……………………….. 36
Chapter: 6 Research methodology…………………………37
6.1 Research Design…………………………………38
6.2 Sampling Frame………………………………...39
6.1.1 Sample Population………………….. 39
6.1.2 Sample size…………………………...39
6.1.3 Sampling Technique………………....39
6.3 Data Collection Mode……………………………..40

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6.4 Data Analysis……………………………………....41
6.4.1 Frequency Analysis…………………………….41
6.4.1.1 Frequency analysis of kitchen appliances and
other appliances which dealers selling in
Ahmedabad zone………………………41
6.4.1.2 Frequency analysis of popular brands of cooker
hoods and built in hobs……………….42
6.4.1.3 Frequency analysis of Discount range of popular
brands in cooker hoods and built in hobs….43
6.4.1.4 Frequency analysis of modals in display of
popular brands in cooker hoods and built in
hobs……………………………………46
6.4.1.5 Frequency analysis of main reasons for not
placing IFB appliances by dealers in
Ahmedabad zone………………………48
6.4.2 Cross tabulation…………………………………49
6.4.2.1 Cross tabulation analysis of popular brands
with their product range……………49
with their quality……………………50
with their service…………………….51
Chapter: 7 Findings………………………………………52
Chapter: 8 Suggestion and Conclusion…………………54
Chapter: 9 Limitation ……………………………………..56
Chapter: 10 Bibliography………………………………. 58
Chapter: 11 Appendix……………………………………59

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Chapter: 1
Industry Overview

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1.1 History
Kitchen Appliances Industry
In Present day household and appliances not only make our life less difficult but
also enrich the decor of the residence and kitchen area also.
The modern day appliances are also very well-praised among the client for their
special glance and light-weight in comparison with aged house solutions.
These are several residence kitchen area Appliances Company in India associated
in delivering property and kitchen area appliances like Fuel Stoves, Chimney,
Gasoline Geyser, Hobs, Induction Cooker, Rice Cooker, Steam /Dry Iron, Mixer
Grinder, RO H2o Purifier, Fans, Launching Before long and much more in
reasonably priced selling prices which can bear consumer pockets.
Today the kitchen has become an asset of style statement. Kitchen is not only a
place to cook delicious food but also is the room that reflects consumer
personality.
The report highlights the significance this industry has for the Indian economy,
and the key players of this industry in the market.
1.2 Growth and development
1. Benefit of Rise in share of income.
2. Availability of new varieties of products.
3. Product pricing.
4. Availability of financial schemes.
5. Rise in share of organized retail.
6. Innovative advertising and brand promotion.

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1.3 Challenges
1. Threat from new entrants, especially global companies.
2. Challenges and competition.
3. Threat from substitute products/services.
4. Customer power with respect to availability of choices.
 Success in industry would depend on addressing key factor
1. Market positioning and branding
By addressing customer requirements that act as demand drivers by
proactive marketing and establishing strong brand association.
2. Product technology
By providing technological benefit to the customer through low power
consumption, low service requirement, low cost of operation with
reasonable price range with multiple range of the product.
3. Distribution and service networks
By addressing proper distribution and service network of the product is
key factor in this industry. Distribution networks and brand recognition
will continue to play significant roles.
4. Attractive locations
By addressing proper location of distribution channels and outlets,
and operational department is play important part in this industry.

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1.4 Overview of Cooker hoods and Hobs
 Cooker hoods
The kitchen hood ensures comfort and well-being in the kitchen, the
place of culinary exploration and stimulus for the senses. The range hood
breathes life into the kitchen.
The range hood's main function is to improve the quality of air by
eliminating fumes, unpleasant odors, and cooking vapors, which can be
harmful to customer and their home.
Kitchen Chimneys are a vacuum cleaner sort of an appliance which has a
mechanical system of generating air turbulence. It fairly alike to an
exhaust fan, a chimney hurls air away from the cooking region making a
low force/suction effect close to the cooking means.
Kitchen Chimneys in India are nowadays pretty well-liked and on the go
to build modular kitchens in India. As a Women spend the majority of her
time in the kitchen and so if her surroundings are according to her taste
and well-resourced, it would be extremely uncomplicated for her to carry
out the work with a great deal of satisfaction.
In India, 3, 50,000 chimneys sell every year and its demand in china
8,00,000 chimneys per year.
The kitchen hoods (chimney) market in India is worth Rs 500 crore. Of
this, 50% is organized and growing at 20% per annum.
The range hood is a valuable ally for customer well-being.
That’s why when choosing a range hood; customer need to ensure that it
provides:
1. Sufficient suction to meet customer needs.
2. An effective light source to facilitate food preparation.
3. A design that suits customer tastes and needs.
4. A high level of usability and a low noise level.
There are 3 models of hoods in the market,
1. Traditional

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2. Decorative
3. Designer.
 Built in Hobs
Built in hob ensures comfort and well-being in the kitchen.
There are two type of body structure available in hobs,
1. Stainless steel structured
2. Toughened glass structured
There is four type of hob available in the market world wide
1. Electric hob
2. Glass ceramic hob
3. Induction hob
4. Gas hob

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1.5 Market players in industry
GLEN APPLIANCESPVT. LTD
A company founded in 2000.
Glen is an inspiration from the needs of the discerning buyers of modern
home appliances. Acknowledging the fact that quality services are the
only two parameters for acceptance of a brand in the market.
Glen India produces Gas appliances, chimneys, cook tops, cooking
range, built-in hob and small appliances.
Hind ware
HSIL LTD founded in 1960.
Its distribution network is widely spread out in the country with over
1000 direct dealers and 12000 sub dealers and retailers.
HSIL Limited enjoys a leadership position in sanitary ware industry
holding a market share of 40 %.
The thrust of the company is to utilize maximum resources and has a
target to increase their turnover from 576 crore to 1000 crore by 2010
and 2000 crore by 2014.
KAFF APPLIANCES INDIA PVT.LTD
They have dealer network strength of 3,000 across the country.
They planning to have 200 Galleries by 2014.
KAFF Appliances has set an ambitious target to reach a turnover of Rs 500
crore by 2014.
They have a market share of 25-27 per cent.

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ELICA
Elica Group (ElicaSpA) has been the global leading name in kitchen hoods
across the globe since the 1970.
Elica SPA formed a joint venture Elica PB India Private Limited in India in
2010.
The group boasts of 5 plants in Italy and a global presence with one each in
Poland, Mexico, Germany, India and China. Their workforce strength counts up
to 3,000 employees and annual output measures up to 17 million units of
kitchen hoods and motors.
FRANKE FABER INDIA LIMITED (FFIL)
In 1997, Faber entered in Indian market.
In Italy, Faber is the market leader; with 50% market share in a country that
values premium kitchen ventilation.
Franke Faber India Limited has over 2,000 retail counters for sales and service
across the India.
Turnover: Rs. 100 - 500 Crore (or US$ 20 Mn - 100 Mn Approx.)
Faber sustained its lead with a 32% volume share in India in large cooking
appliances in 2012.
The company has a very strong client base in terms of construction companies
who are loyal to the Faber brand.

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CATA APPLIANCES
A company founded in Torello,spain, in 1947.
CATA Appliances Ltd. (in tie-up with CANTEE Electrodomestico S.L.
of Spain) has launched Cantee, state-of-the-art coffee machines.
The coffee machines have 4-in-1 feature of making Espresso, Capuccino,
Filter coffee and tea at the press of a button.
SUNFLAME
The Sun flame Vision is to be the most successful and respected home
appliance company in India, delivering the best customer experience and
value. In doing so Sun flame will always meet and exceed customer
expectations of quality, technology, optimum pricing and unfailing
service and support.
KUTCHINA
Kutchinais the leading kitchen appliances maker of Eastern India.
Bajoria Appliances Pvt Ltd. and launched kitchen appliances under the
brand name Kutchina.
Market share in Eastern India is over 70%.
They have plans of investing Rs 250mn for expanding and opening of
new outlets and promotion.
A company earned 80 – 85% of the total revenue earned comprises
Chimney Sales and the remaining is contributed by the Modular Kitchen
sales.
They expect to touch Rs5billion by 2015.

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PIGEON APPLIANCES
Pigeon Appliances was established in 2001 and belongs to the parent
company, Stove Kraft which is set up by entrepreneur Rajendra Gandhi
in 1999.
The brand's product portfolio includes induction cookers, mixer-grinders,
Backline cook-tops, non-stick cookware, electronic pressure cookers,
emergency lamps and water purifiers, amongst several others.
TTK PRESTIGE
1955 - TTK Prestige Limited was incorporated as a Private Limited at
Madras.
They exports its products to USA, Europe, South Africa, Kenya,
Australia, Singapore, Middle East, Sri Lanka and many other countries.
They sustaining a 35 per cent market share in the organized pressure
cooker and cookware segment.
They have planned Rs 200 crore capex plans from FY11 through FY13.
They getting 41 % of sales coming from Pressure cookers,
20 % from non-stick cook-ware,
25 % from kitchen electric appliances,
10 % from gas stoves and other products.

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SLEEK KITCHEN APPLIANCES
Sleek International has made giant strides from being a basket
manufacturer in 1993 to a complete kitchen solution provider.
They installed 25000 kitchens annually, and components supplied to
over 9 lakh households every year, with a network of over 450 sleek
dealers across India.
Asian Paints Ltd is entering the kitchen space by acquiring a 51 % stake
in the Sleek Group.
KRAFT APPLIANCES
Kraft Electrical Appliances Pvt Ltd established in 1974.
They manufacturing and export of high quality Electric Water Heaters,
Heating Elements, Domestic Fans, Electrical Ceiling Fans, Exhaust
Fans, Fresh Air Fans and various electrical home appliances.
CAPS APPLIANCES
Caps International Pvt Ltd. an organization which owns the well-known
brand "CAPS"
Their products are manufactured by an ISO 9001-2000 which speaks
about the overall standard and quality of the product.

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WHIRLPOOL CORPORATION
In 1908, company established as Upton Machine.
In 1949, they changed company’s name to Whirlpool Corporation.
In 2003, they became the world’s first appliance manufacturer to
announce a global greenhouse gas reduction target of 6.6% reduction by
2012.
A company entered in Indian market in 1980.
Whirlpool Corporation is the world's leading manufacturer and marketer
of major home appliances, with annual sales of more than $19 billion in
2011, 68,000 employees, and 66 manufacturing and technology research
centres around the world.
They hold a market share of over 25% In India.
In the year ending in March '09, the annual turnover of the company for
its Indian enterprise was Rs.1719 Crores.
USHA APPLIANCES
In 1889, as the Shriram Group Usha International Limited has come a
long way.
In 2009, a range of Cook tops, Built-in-Hobs and Cooker Hoods are
launched.
Their distribution network spread across the length and breadth of the
country. With a robust infrastructural backbone, UIL has 16 location
offices, 33 warehouses and 60 company showrooms in 43 cities.
They spent approximately Rs 80 crore on marketing and advertising for
its products across all categories this year 2011.

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PLANET APPLIANCES
Associated Appliances Limited (AAL) is a home appliances
manufacturing company, founded in 1982.
AAL owns a brand called PLANET which owns headquartered in
Faridabad.
AAL employs approximately 300 employees in three units operating
from tax-free zones in the Northern India.
Their customers are also various government departments such as
Canteen Store Department (CSD), Central Police Canteen (CPC) and the
three oil companies: HPCL, IOCL, and BPCL.
CLIX
A well known brand”CLIX” hold by Primus Kabsons Limited
PKL Limited has been established in 1985 as a joint venture between the
over 100 years old Primus AB of Sweden and well know Kabsons Group
of India.
PKL’s Home Appliances are marketed under the brand name CLIX
through 3000 plus strong channel partners for distribution throughout
India.

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BAJAJappliances
In 1938, a company incorporated as Radio Lamp Works Limited
In 1960, a company changed name as Bajaj electrical limited.
It has 19 branch offices spread in different parts of the country with a
chain of about 1000 distributors, 4000 authorised dealers, over 4,00,000
retail outlets and over 282 Customer Care centres.
BUTTERFLY
It is a four decades old company.
Butterfly is a trusted name not only in India but also in the United
Kingdom, Canada, Australia, Japan, Middle East and East Asian
countries.
Butterfly Gandhimathi Appliances Limited negotiates Tamilnadu
Government orders worth Rs. 285 crores.
Butterfly wins MSME National Award 2010.
OTHERS
 Carysil
 Longer
 Grun
 Techno wind
 Unisol
 Hafele

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Chapter : 2 Literature review
Teach sci research:
India Kitchen Hood Market Forecast and Opportunities, 2017
(Published August, 2012)
At present, the kitchen hood market in India is showing positive signs as
it has been growing at a rapid pace.
Increasing middle class individuals, booming real estate and improving
disposable income are acting as catalysts in the growth of kitchen hood
market in India.
Faber and KAFF appliances at present have captured majority of the
market share in the kitchen hood market in India and they are benefiting
from the early movers advantage in this market.
The global leader in the segment of kitchen hoods “Elica” has recently
entered the Indian market. Elica is expected to impact the market shares
of other players in the coming years which will change the dynamics of
Indian kitchen hood market in a significant manner.
According to “India Kitchen Hood Market Forecast & Opportunities,
2017”the kitchen hood market in India is expected to grow at an
exponential pace.
In next five years, during 2012-2017 the revenues of kitchen hood
market in India are expected grow at a CAGR of around 9.9% which will
make the market value to reach US$ 183.3 Million (Rs. 1000 Crores) by
2017.
The integration of kitchen with the main house has also been helping the
kitchen hood market to become increasingly popular in India as it
resolves the problems of smoke and pungent aroma in the kitchen.

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Chapter: 3
Company overview

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Industries pvt.ltd.
3.1 Overview
IFB Industries, originally known as Indian Fine Blanks, started
Its operations in India during 1974 in collaboration
With Switzerland’s HienrichSchmid AG.
In 1974- IFB incorporated on 12th
September, in West Bengal.
The company’s object to manufacture fine blanking tools, press tools and
fine blanked components used in a wide range of precision engineering
industry.
In 1989- some divisions started,
1. Home appliances factory in Goa.
2. Motor car division in Bangalore.
3. Fine blanking division in Gurgaon.
In 1992- Entered in to Gujarat market.
In 2012-IFB became no.1 in front load washing machine and no.3
position in microwave oven.
Head office
IFB Industries Head Office Address:
Flat No.IND-5 Sector-1East Kolkata Township
Kolkata: 700088
West Bengal, India.

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 MISSION
The mission of IFB is to continuously maximizing company’s wealth
by manufacturing and marketing best quality engineering products
that go into daily life.
 The group companies are:
IFB Industries ltd
Engineering division
IFB appliances
IFB venture capital ltd
IFB Agro ltd
IFB securities ltd
IFB leasing and finance ltd
IFB Subsidiaries
3.2Growth and development
•Rs 232.92 crores
•Growth 31.1%Gross sales
• Rs 185.80 crores
• Growth 27.22%Net sales
• Rs 200.57 crores
• Growth 25.8%Total income

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(Source: IFB industries limited, financial report,
Up to quarter ended 30 June, 2012)
 Above diagram represents increasing gross sales of last three years
from 2010 to 2012.
It indicates good performance of the IFB for last three years.
 IFB has developed products that have changed consumers lifestyle
not only through the very best in wash care technology, but also
through a wide range of state – of- the-art dryers, dishwashers &
microwave ovens. Today more than 3 million households on IFB
products, making us of the trusted home appliances companies in
the country.
 IFB have 179 franchisees across 995 towns.
JUNE 2010
149.37
crores
JUNE 2011
177.67
crores
JUNE 2012
232.92 crores
GROSS SALES

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3.3 Product/Service overview
The IFB product range focuses on good design and great
functionality. It offers home appliance solutions for every room in
the home. It has something for the kitchen, the bedroom, the
laundry and everything in between.

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KITCHEN/HOME APPLIANCES
Microwave oven Built in oven
Refrigerator Dishwasher
Waterpurifier Cookerhoods
Built in hobs Moduler kitchen
Laundry Appliances
Washer dryer
Front loader
Top loader
Clothes dryer
Living Appliances
Split AC
Kids series AC
DC inverter AC Fine blanking
&
Accessories and
Additives
IFB INDUSTRIES

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3.4 Detailed departmental overview
IFB industries ltd (originally known as Indian fine blanking.
The company’s business divided into 2 categories namely home
appliances and fine blanking (auto ancillaries &components
business.)
The home appliances division is basically into retail, selling
various products like washing machines, microwave oven,
dishwasher, refrigerator, clothes dryer and kitchen appliances.
The fine blanking division is a manufacturing segment,
manufacturing various high quality fine blanked components
catering mainly to the automobile sector.
IFB industris
Ltd
Home
Appliances
Fine
Blanking

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3.5 SWOT analysis
Strengths
Good brand image in washing
machine and microwave oven.
Good product range.
Compatiable work force.
Distribution network.
An over 3 million satisfied
customers.
Weekness
Less advertising and promotion
via print media.
Price of the product.
Less awareness about company in
the market.
Opportunity
A growth opportunity in rural
market.
Good chance to attract more
customers .
The trust in company's product by
valued customers.
Threats
Competitive challenge in
domestic market.
Threat of competitiors and new
entrants.
IFB

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Chapter: 4 Objectives
The project carried out for four main objectives
1. To carried out for market survey for knowing prevailing market
condition of cooker hoods and built in hobs via dealer’s chain.
2. To find out other company’s appliances that dealers approaching.
3. To analyse the selling techniques of dealers and review about IFB
appliances.
4. To evaluate the alternative preferences of dealers.

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Null hypothesis (Ho):
IF cooker hoods and built in hobs brands increase their product
range, service and margin to dealers then their market
awareness of brand and market position will not affected.
Alternative hypothesis (H1):
IF cooker hoods and built in hobs brands increase their product
range, service and margin to dealers then their market
awareness of brand and market position will increase.
5.1 Chi-Square analysis
Product range
Observed N Expected N Residual
"AVERAGE" 4 33.3 -29.3
"GOOD" 65 33.3 31.7
"BETTER" 31 33.3 -2.3
Total 100

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Other company good margin and service
Observed N Expected N Residual
"NO" 65 50.0 15.0
"YES" 35 50.0 -15.0
Total 100
Test Statistics
Product range
Other company
good margin and
service
Chi-Square 56.060a
9.000b
Df 2 1
Asymp. Sig. .000 .003
0 cells (.0%) have expected frequencies less than 5.
The minimum expected cell frequency is 33.3.
0 cells (.0%) have expected frequencies less than 5.
The minimum expected cell frequency is 50.0.

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5.2 Binomial test analysis
Binomial Test
Category N
Observed
Prop. Test Prop.
Asymp. Sig.
(2-tailed)
other company good
margin and service
Group 1 "YES" 35 .35 .50 .004a
Group 2 "NO" 65 .65
Total 100 1.00
Based on Z Approximation.
Above hypothesis analysis of brand awareness and market position of
cooker hoods and built in hobs mainly depend upon its product range,
margin and good service to the dealers and customers.
A chi-square analysis shows whether company’s brand awareness and
position are depends on its product range or not, its gives expected
frequency nearly 50 percent which relies to accept the alternative
hypothesis.
A binomial test analysis consider a factor as company’s good margin and
service to dealers which shows 65% as positively and 50% test
probability, it conclude as to accept the alternative hypothesis.
A hypothetical analysis represents 0.5 probabilities which regret to reject
the null hypothesis and accept the alternative hypothesis.

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Chapter: 6
Research
methodology

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6.1 Research Design
6.1.1 Research problem
IFB is the India’s largest selling in home appliances, especially in front
load washing machines and microwave. However they are facing a
challenge in the local market.
The research problem is mainly “concerned with the identifying the
factors for the analysis in Ahmedabad zone, and also what are the
different means to promote the sales.
In the project, I have tried to identify that which company’s appliances in
the market other than IFB via dealer’s chain.
This research was mainly concerned to the present scenario in
Ahmedabad zone and awareness of this company etc. the major problem
I found by this research is lack of awareness of IFB company.
6.1.2 Research type
Descriptive research
A research mainly concern with dealers of cooker hoods and built in
hobs, which shows their preference and views about their policy to
purchase company appliances other than IFB.
In this survey interviewing method used by me to collect information
from dealers.
I have used a structured questionnaire as a research tool, and SPSS
(statistical software) for the analysis of the research.
.

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6.1.3 Research instrument
The research instrument in this study is a structured questionnaire to be
filled by the respondents. The questions are both open-ended and close
ended to have a free opinion from the respondents.
6.2 Sampling Frame
A sampling frame contains 100 dealers which are selling different
appliances with cooker hoods and built in hob.
As per my field survey I found most of dealers kitchen home
appliances with cooker hood and built in hob and others mainly
selling hardware and sanitary items.
6.2.1 Sample population
List of dealers from Ahmedabad zone
6.2.2 Sample size
100alers
6.2.3 Sampling technique
Judgemental sampling

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6.3 Data collection mode
6.3.1 Primary data
These are the data that I collect directly from dealers by visited as a
customer as well as researcher by asking direct question with them.
I have done some research work through internet and employees of
IFB to know more about it.
My research work was mainly descriptive; these methodologies help
me to get wide range of information.
6.3.2 Secondary data
I have collected data from Internet like the economic times,
Company’s websites, Just dial and Indian info line.

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6.4 Data analysis
6.4.1 Frequency analysis
6.4.1.1 Frequency analysis of kitchen appliances and
other appliances which dealers selling in
Ahmedabad zone,
Statistics
cooker
hood
built
in hob cook top
built in
applianc
es
kitchen
home
appliances
hardware
and
sanitary furniture electronics
Elect
ricals
N Valid 100 100 100 100 100 100 100 100 100
Missing 0 0 0 0 0 0 0 0 0
Mean 1.00 .94 .64 .32 .39 .18 .05 .07 .04
Table 1 in appendix
Above pie chart represents appliances classification which dealers
selling in terms of their mean.
Dealers selling above appliances along with cooker hoods and built in
hobs.
Mean

42
A pie chart show shat 64% dealer selling cook top.
32% dealers selling built in appliances.
39% dealers selling kitchen ware items.
18% dealers selling hardware and sanitary items.
6.4.1.2 Frequency analysis of Popular brands of cooker hoods
and built in hobs,
Table: 2 in appendix
Statistics
GLEN ELICA KAFF FABER
HINDWAR
E CATA PIGEON
PRESTIG
E IFB
N Valid 100 100 100 100 100 100 100 100 100
Missing 0 0 0 0 0 0 0 0 0
Mean .35 .13 .15 .15 .10 .09 .19 .17 .07

43
Above bar chart represent popular brands in cooker hoods and hobs
in Ahmedabad zone in terms of their mean.
By analysing bar chart I found Glen appliances hoods and hobs most
Selling in the market.
By analysing 27 brands I found 8 brands who have strong market position
Among them Glen, elica, kaff and faber have good brand image as bar chart
Shows
6.4.1.3 Frequency analysis of Discount range of popular brands
in cooker hoods and built in hobs,
Statistics of cooker hood
Discount Range Code
0-10% 1
11-20% 2
21-30% 3
31-40% 4
41-50% 5
Glen
cooker
hood
Elica
cooker
hood
Kaff
cooker
hood
Faber
cooker
hood
Hind ware
cooker
hood
Cata
cooker
hood
Pigeon
cooker
hood
Prestige
cooker
hood
Ifb cooker
hood
N Valid 100 100 100 100 100 100 100 100 100
Missing 0 0 0 0 0 0 0 0 0
Mean 1.31 .44 .40 .30 .22 .16 .45 .41 .07
Range 5 5 4 4 4 3 4 4 2

44
Above bar chart represent the discount range of cooker hoods with
respect to popular brands.
A bar chart showing discount schemes on the hoods in terms of mean
and their range.
In the above graphical analysis discount range converted in to the
codes (1, 2, 3, 4, 5).
1 represents discount range between 0-10 percent as mentioned in
table.
By analyzing bar chart I found glen and elica cooker hood have
highest Range of Discount 41-50 %.

45
Statistics of built in hob
Glen
built in
hob
Elica built
in hob
Kaff
built in
hob
Faber
built in
hob
Hind ware
built in hob
Cata
built in
hob
Pigeon
built in hob
Prestige
built in hob
Ifb
built in
hob
N Valid 100 100 100 100 100 100 100 100 100
Missin
g
0 0 0 0 0 0 0 0 0
Mean 1.20 .41 .38 .30 .22 .17 .43 .40 .06
Range 5 5 4 4 5 4 4 4 1

46
Above bar chart represent the discount range of built in hobs with
respect to popular brands.
A bar chart showing discount schemes on the hobs in terms of mean
and their range.
In the above graphical analysis discount range converted in to the
codes (1, 2, 3, 4, 5).
1 represents discount range between 0-10 % as mentioned in table.
By analyzing bar chart I found glen and elica built in hobs have
highest Range of Discount 41-50 %.
6.4.1.4 Frequency analysis of modals in display of popular brands
in cooker hoods and built in hobs,
Modals in display of
cooker hood (nos)

47
Above chart represents modals in display at various dealers of popular
brands in Cooker hoods.
A pie chart showing modals in display in terms of number of modals
Of hoods available at dealers.
By analysing pie chart I found that Glen and Elica have highest
modals of hoods in display at dealers.
Modals in display of Built in hob
(nos)

48
Above chart represents modals in display at various dealers of popular
brands in Cooker hoods.
A pie chart showing modals in display in terms of number of modals
Of built in hobs available at dealers.
By analysing pie chart I found that Glen and Elica and hind ware have
highest modals of hoods in display at dealers.
6.4.1.5 Frequency analysis of main reasons for not placing IFB
appliances by dealers in Ahmedabad zone,
Above pie chart representing various reasons about dealers who not
placing IFB cooker hoods and built in hobs.
Mainly two main reasons found that other company have good margin
and service and other is less awareness of IFB appliances.
6.4.2 Cross tabulation
Reasons (nos) out of
100

49
6.4.2 Cross tabulation
6.4.2.1 Cross tabulation analysis of popular brands with
their product range
Above graph shows cross tabulation of popular brands reviews with
respect to their product range in terms of their mean.
A product range includes three sub categories which are average, good
and better

50
6.4.2.2 Cross tabulation analysis of popular brands with
their quality
respect to their quality in terms of their mean.
A quality includes three sub categories which are average, good and
better.

51
6.4.2.3 Cross tabulation analysis of popular brands with their
service
respect to their service in terms of their mean.
A service includes three sub categories which are average, good and
better.

53
1. IFB have good product range of cooker hoods and built in hobs
but very few dealers have IFB products.
I found many reasons through field survey that IFB still facing tough
competition in kitchen appliances market due to less awareness of
brand, therefore very few dealers have IFB products.
2. IFB have good brand image of washing machine and microwave
ovens in the market.
Another reason comes as good brand image of IFB in microwave and
washing machine but not in cooker hoods and hobs, 14% dealers
given their opinion that IFB kitchen appliances segment is new in the
market.
3. A less of awareness of IFB kitchen appliances
A main reason of less sales of IFB kitchen appliances in the market is
less brand awareness and product awareness of IFB products, 35%
dealers are not aware about IFB cooker hoods and Built in hobs.
4. IFB have poor after sale service and complaint handling.
26% dealers given their opinion that IFB have poor after sale service
and complaint handling, it creating bad impression of IFB products.
5. Other company have good margin and service compare then IFB.
Another main reason that I found is other company specially Glen,
Elica, Kaff, Prestige, Faber, pigeon and prestige have good service
and margin, this companies are giving benefit of credit policy to their
dealers.

54
Chapter: 8
Suggestions
And
Conclusion

55
I found conclusion from this market research, but with conclusion I
added some suggestions which may help the company as follows,
1. I found that there is very good market of Cooker hoods and built in
hobs of IFB but to keep this momentum IFB should have to make
loyal dealer who can promote this brand.
2. I analysed that kitchen appliances market in Ahmedabad region
can provide good margin and growth opportunity to the company.
3. Glen, Elica and some of the brands are equally good in comparison
of IFB but because of aggressive promotion in market they are in
good condition in Ahmedabad region, IFB should carry some
promotional work.
4. A company should give discount and attractive schemes with good
margin to attract more dealers as well as customers in the market.
5. A new funda to connect customers directly is to visit residential
areas and societies by showing demo of home appliances through
mobile van as like mobile ATM of banks.
6. As we know Indian consumers are more conscious about good
quality of product with reasonable price, IFB should carry some
promotional offers in market.
7. IFB should promote its brand through brand promotion activities
like exhibition, fair, events, sponsorship, CSR activities to increase
its awareness.
8. IFB should increase the availability of their products so that the
product can easily be available to the consumer at every corner of
the city.
9. IFB should carry discount and schemes and credit policy with a
view to satisfy the dealer’s chain.
10. IFB has to increase its retail outlets via franchises chain in the
market.

57
I tried my best to get information and draw out responses required for
preparing the project report and management of organization. Yet
there were some problems faced by me these are as follows:
1. Unavailability of dealers and busy schedule of dealers was
exclusive factor because of which a lot of time was wasted
during data collection.
2. Some dealers have refused to give information about the
questions.
3. Dealers have refused to give answer of question 7 and 8 of
questionnaire that company’s help towards dealers and their
monthly turnover.

58
Chapter: 10 Bibliography
India info line
www.ifbhomeappliances.com
www.ifbindustries.com
Dion Global Solutions Limited
Economic times
Hindustan times
Company’s websites
www.justdial.com
www.wikipedia.com
Teach sci research

59
Chapter : 11 Appendix
Questionnaire
1. Which things do you sell in kitchen appliances?
Cooker hoods
Built in Hobs
Cook tops
Built in appliances
Others___________________
2. Which company’s appliances do you sell?
Glen Elica Kaff
Faber Hind ware Sun flame
Whirlpool Kutchina Cata
Others___________________
3. Any particular reason to sell this company’s appliances?
5 4 3 2 1
Product range
Avability
Quality
Service
Other___________

60
4. Highest running model,
Cooker hood:
Built in Hobs:
Company Model
Traditional Decorative Designer
Glen
Elica
Kaff
Whirlpool
Faber
Sun flame
Hindware
Cata
Kutchina
Others
_________
Company Model
3-burner 4-Burner 5-Burner
Glen
Elica
Kaff
Whirlpool
Faber
Sun flame
Hindware
Cata
Kutchina
Others
________

61
5. How many models in the display?
Glen ______ Elica ______ Kaff _______
Whirlpool _______ Faber_____ Sun flame _______
Hind ware ______ cata _______ Kutchina _________
Others _______
6.What is your display scheme?
Glen ____% Elica ____% Kaff ____%
Whirlpool ____% Faber____ % Sun flame ____%
Hind ware_____% cata ____% Kutchina _____%
Others _____%
7. Do you receive support from company end?
Newspaper add Yes No
Advertisement Yes No
Schemes Yes No
If Yes, ____%
Direct marketing Yes No

62
8. What is your value turnover from the appliances business?
(Per month)
Less than 50 k
50k to 2 lakh
2lakh-10 lakh
10 lakh and above
9. Would you like to place IFB’s appliances?
Yes NO
If No, _____________________________________________
If Yes, _____________________________________________

63
 A popular brands scenario in cooker hoods and built in
hobs among 100 dealers of ahmedabad zone, ( SPSS
analysis)
GLEN
Frequency Percent Valid Percent Cumulative Percent
Valid "NO" 65 65.0 65.0 65.0
"YES" 35 35.0 35.0 100.0
Total 100 100.0 100.0
ELICA
Valid "NO" 87 87.0 87.0 87.0
"YES" 13 13.0 13.0 100.0
Total 100 100.0 100.0
KAFF
Valid "NO" 85 85.0 85.0 85.0
"YES" 15 15.0 15.0 100.0
Total 100 100.0 100.0
FABER
Valid "NO" 85 85.0 85.0 85.0
"YES" 15 15.0 15.0 100.0
Total 100 100.0 100.0

64
HINDWARE
Valid "NO" 90 90.0 90.0 90.0
"YES" 10 10.0 10.0 100.0
Total 100 100.0 100.0
CATA
Valid "NO" 91 91.0 91.0 91.0
"YES" 9 9.0 9.0 100.0
Total 100 100.0 100.0
PIGEON
Valid "NO" 81 81.0 81.0 81.0
"YES" 19 19.0 19.0 100.0
Total 100 100.0 100.0
PRESTIGE
Valid "NO" 83 83.0 83.0 83.0
"YES" 17 17.0 17.0 100.0
Total 100 100.0 100.0

65
IFB
Valid "NO" 93 93.0 93.0 93.0
"YES" 7 7.0 7.0 100.0
Total 100 100.0 100.0
 Cooker hood modals
1. Traditional model

66
2. Decorative model
3. Designer model

67
 Built in hob types
A hob generally are 2 burner, 3 burner, 4 burner and
5 burner
1. Toughened glass
2. Stainless steel

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