CB REPORT

ON
CONSUMER DURABLE (REFRIGERATOR)

GUIDED BY:-

SUBMITTED BY:ALIYA SIZRA ROLL

NO.14202108
PRIYANSU ROLL
NO.PRADIP ROLL NO.ANURAG OLIVER
ROLLNO.ARCHITA KANUNGO
ROLL NO.-

DATE OF SUBMISSION:COURSE:-

ACKNOWLEDGEMENT
We take this opportunity to express our sincere gratitude to our research
guide Prof A Tripathy for his invaluable guidance. It would have never been possible for
us to take our research project CONSUMER BEHAVIOUR ON CONSUMER
DURABLES(REFRIGERATOR) to completion without his innovative ideas and his
relentless support and encouragement. It has been a very enlightening experience to work
under him.
We would also like to thank all faculty members of School of Management
for their invaluable knowledge they imparted to us and for teaching the principles in an
exciting and enjoyable way.
Our special thanks to our friends for their constant suggestions in our work
and moral boost. I thank all staff members of School of Management of KIIT University
who helped in many ways directly or indirectly during the period of our work.
We express our deep sense of reverence and gratitude to our parents for their
love, concern and blessings which are always with us.

DECLARATION

We hereby declare that the research report titled CONSUMER

BEHAVIOUR ON CONSUMER DURABLES (REFRIGERATOR) is our own work
and has been carried out under the guidance of prof .A Tripathy the faculty guide in
School of Management, KIIT University, Bhubaneswar, for the partial fulfilment of
Masters of Business Administration Degree.
The research work has been a part of the course curriculum and all the
responses collected from the respondents has been kept confidential and is used for
academic purpose only.
All care has been taken to keep this report flawless and we sincerely regret if
any unintended discrepancies in this report.

ABSTRACT

This Research is mainly dealt with knowing purchase and post purchase behaviour.This
Research is focuses on product output which customer get from the product.This
Research is also focus on changing preference of customers because in todays time there
are so many best option for customer for every electronic product.This Research also
studies that product are reaching up to the expectation of customer or not.A electronic
product company differentiate its product on different grounds. So we study that, for
which qualities company is advertising, those features that product have or not. The study
will be carried out through the use of primary research in the form of questionnaires. The
sample size will be taken as 200. The factors that are helpful in choosing a refrigerator
change with gender, age and occupation in the sample.

BACKGROUND
The proposals tells about the importance of different factor affecting the preference of
refrigerators by people of different age groups ,earning capacity. Their habits, preference
of refrigerators according to different factors is also seen.

SCOPE
This Report will help to understand the consumer behaviour towards purchasing a new
Refrigerator.

It also opens the various factor which can effect the purchase decision.

This Report provides a frame of mind of people, what are the exceptions of consumer and
up to how much level these expectation met.

This Report will be helpful for Retailers and Companies so that they can understand the
consumer behaviour and can satisfy the consumer on more better manner.

To know whether they recommend to other or not.

OBJECTIVE
To know race of celebrity in buying decisions.

To know consumer behaviour while purchasing.

To know what factor affect consumer behaviour.

To know the consumer view regarding service/after sales service.

To know various strategies used by companies to attract consumers

To know the consumer preference.

RESEARCH METHODOLOGY

TYPE OF RESEARCH DESIGN

The project will certain the drivers Consumer Behaviour and to find the factor which
affect purchase of Refrigerator.

The Research divide into two parts : -

exploratory research to find the various drives of consumer behaviour

conclusive research to find the factor affecting the purchase.

EXPLORATORY RESEARCH

Exploratory Research aimed at finding out the drivers of consumer behaviour.

CONCLUSIVE RESEARCH

Conclusive Research consisted of Administer Survey through questionnaire. The

questionnaire mainly had closed end questions. The Final Questionnaire consisted of
questions based on factors affecting the consumer behaviour.

DESIGN /Methodology
The proposal applies single or double mathematical statistical tool to estimate the
importance of different factor affecting the preference of refrigerators .We will collect
data through questionnaire our sample size will be 200 .Our samples will be common
people buying refrigerators or have one in their home.
Type of research: Questionnaire
Research Instrument: Structured Questionnaire
Sample size: 200
Number of respondents: 200
Data collection plan: Questionnaire
% of respondents : 100%

LIMITATIONS
The data collected is primary data and thus it validity is solely dependent on the persons
who will fill up the questionnaire. We will analyse the questionnaire filled by consumers
and on basis of it we will give our results.

CONCLUSION

Bibliography
KOTHARI C.R. Research Methodology : WISHWA PRAKASHAN (1st Edition)

KOLTER PHILIP, Marketing Management : Analysis, Planning & Control Prentice

Hall (8th Edition)

T.N. CHHABRA MARKETING MANAGEMENT December 2003 published by

DHANPAT RAI & COMPANY

Buyer Behaviour of Home Appliances June, 2004 Indian Journal of Marketing by Dr.
G. Sudarsna Reddy & Rajarashmi

Consumer Behaviour & Marketing June, 2004 Indian Journal of Marketing by Swasti
Soni

http://www.google.co.in

http://www.samsung.com

http://www.lg.com

http://www.videcon.com

Questionnaire On Consumer Durables

1. Which brand do you recall when we talk about refrigerator?
.............................

2. Why do you recall that brand?

A brand image
B family association
C electronic and print media advertisement
D celebrity endorsement

3. What is the perception about the brand you prefer?

A best in quality
B best in after sales service
C Best in price
D Best in image

4 Which attribute of a refrigerator you prefer the most?

A. inverter technology
B exterior design
C five star rating
D Design door panel
E faster cooling
F capacity for more vegetables and dairy products

5 What is the need for the refrigerator?

A physiological
B Esteem

6. While purchasing consumer durable which parameter influence you?

A price
B product feature
C brand
D service
E durability

7. After how long do you prefer changing your refrigerator?

A 1-3
B 3-5
C 5-10
D more than 10 years

8. What influence the most while making buying decision?

A personality
B lifestyle
C self esteem
D reference group
E brand feature
F Advertising

9. What initiate you to buy consumer goods?

A word of mouth
B Friends
C Needs recognition
D Celebrities endorsements

10. Which company brand do you buy the most?

A .Whirlpool
B. Sony
C. LG
d. Samsung
E Godrej
F Haier
E any other

11. When do you buy the product?

A sales offer
B discount offer
C festive season
D depends on requirement

12. Do you prefer Indian brands over multinational brand???

A. YES
B. no

13. Do you prefer searching online before buying or directly go to the showroom and search?
A. search online before purchasing
B. directly goes and searches there itself.

14. Would you prefer buying consumer durables online, if yes then why?
A. price
B. convenience
C. offers
D. easy comparability

15. Have you ever preferred any Indian brand product If, yes of which company?
...........................
16. What is the brand personality, do you associate with?
A stylish brand
B Innovative technology
C premium brand
B any other............