CONTENTS

CHAPTER NO SUBJECT PAGE NO

01 INRODUCTION 2

02 OBJECTIVES 5

03 COMPANY 7
OVERVIEW
04 REVIEW OF 11
LITERATURE
05 THE 22
COMPETITORS OF
GODREJ INTERIO
06 RESEARCH 24
METHODOLOGY
07 DATA ANALYSIS 27
,RESULTAND
INTERPRETATION
08 FINDINGS AND 44
SUGGESTIONS
09 LIMITATION OF 46
THE STUDY
10 APPENDIX AND 48
BIBILOGRAPHY
11 QUESTIONNAIRES 50

Page 1
 Chapter 1:
Introduction

Page 2
 Introduction

The project is the study of consumer buying behaviour of Godrej interio

in Bhubaneswar. The study emphasizes on identifying the perception of
customers towards Godrej interio, describe the level of involvement and
types of consumer problem solving processes, recognize the stages of
consumer buying decision process, explain how situational influences
may affect the consumer buying decision process and understand the
psychological influences that may affect the consumer buying decision
process. The study emphasizes on identify the competitors and evaluating
the strategies to determine the strengths and weaknesses relative to those
of the competitor’s product or service. The main purpose of the study is
to give insight into a detailed market study, conducted in order to identify
the various dimensions associated with Interio product in market.
Establishment payers like Pepperfry, Livspace.com, Homelane, Kuchina
etc, in the domestic market for modular furniture systems are now
integrating research into the behavioral patterns at Indian workplaces,
with the design, to offer value-added solutions to customers. Sensing this,
Godrej Interio is giving a lot of importance to market research as well as
competitor understanding at the national level.

Need of study

Today for any organisation or firm to survive in this competitive world

depends on its ability to be dynamic and be different from the
competition to be unique in the industry. Customer satisfaction helps
every organisation to keep the existing customer and to build new
customer.
The information gathered through this research can be used by the
company to improve its services and became more customers’ friendly.
This can increase the good will of the company and its overall
performance.
Thus, this study is aimed to provide the management with some
knowledge about its status in market. The research also aims to provide
some ideas to improve the company’s present condition.

Page 3
 Scope of study

The very purpose which the company has laid down has given us enough
guidelines to design the scope of the project.

The project would discuss:

· The market share of Godrej interio in different sectors, to find out
the competitor and market leader in this category.
· Which factor influence the selling, what the institution and
consumer looks before they purchase the Godrej interio.
· How Godrej can increase the market share.

Page 4
 Chapter 2:
Objectives of study

Page 5
 Objectives

· To know the perception of customers towards Godrej interio.

· Describe the level of involvement and types of consumer problem solving
processes
· Recognize the stages of consumer buying decision process.
· Explain how situational influences may affect the consumer buying
decision process.
· Understand the psychological influences that may affect the consumer
buying decision process.

Page 6
 Chapter 3:
Company overview

Page 7
 Company overview
Godrej is a brand touches the lives of millions every day. The company
celebrated its centenary in 1997. Getting started in 1897 by Sir Ardeshir Godrej,
who initiated with Godrej locks. Later on it went into making safes and security
equipments of extreme quality. From there on Godrej got translated into a
multi-business enterprise.
It is now one of the largest privately held industrial corporations in India. The
combined sales of Godrej Industries in F.Y 08’ was over USD 850 millions.
The current employee strength stands at about 8500 employees.

Division and products

The company has eight business divisions that manufacture a wide range of
products. They are:
Industrial products Consumer products services

· Tooling · Locks · Construction

· Material handling · Furniture and · Tech services
equipment interiors · Property
· Process equipment · Storage solutions development
· Precision Engg. · Appliances · Enviro-tech
System · Prima services
· Precision communication · Electrical and
components and solution electronics
systems · Security
equipments

The Godrej group is one the largest players of Home Appliances in India and
has always delighted the consumer with relevant technology in a wide range of
efficient products. Godrej is redefining the technology space in Indian
Appliances context. Godrej interio is a business unit of Godrej group, one the
Godrej Group, one of the India’s largest engineering and consumer product
groups.
Page 8
Godrej Interio is India’s largest furniture brand. From manufacturing the
humble storwel cupboard 80 years back to being a vibrant, innovative brand
with a diverse portfolio-it’s a brilliant, exciting journey for the company.
The company love bringing alive the dream space of customers. The company
emphasizes comfort and aesthetics while delivering well designed, fun and
functional furniture solutions to you.
True to the Godrej mission to conserve the environment, the company design
products, set up processes and use raw materials that are eco friendly to
preserve the natural resources. The company offers their customers home and
office furniture, along with solutions for laboratories, hospitals and healthcare
establishments, education and training institutes, shipyards and navy,
auditoriums and stadiums. The company is present across India through their 50
excusive showrooms in 18 cities and through 800 dealer outlets.

VISION
Godrej – the choice for home and work space solutions.
Godrej is dedicated to deliver superior stake holder value by providing solutions
to existing and emerging customer needs in the household and personal care
business.
We will achieve this through enduring trust and relentless innovation delivered
with passion and entrepreneurial spirit

MISSION
Enriching life by transforming home and work spaces
Godrej mission is to operate in existing and new businesses which capitalize on
the Godrej brand and our corporate image of reliability and integrity. The
company’s objective is to delight our customer both in India and abroad
We shall achieve this objective through continuous improvement in quality, cost
and customer service. We shall strive for excellence by nurturing developing
and empowering our employees and suppliers. We shall encourage an open
atmosphere conductive to learning and team work.

Page 9
VALUES
· Trust
· Integrity
· Respect
· Environment
· To serve

History of Godrej Group

The company started in 1897 as a locks manufacturing company the Godrej
group is today one of the most accomplished and diversified business houses in
India.
In 1930 Godrej became the first company in the world to develop the
technology to manufacture soap with vegetable oil.
The Godrej group stands in a strong position today with Annual sales in excess
of $ 1 billion, a work force of approximately 18,000 and a strong diversified
portfolio Godrej has proven its ability to deliver strong financial performance.
On 7 may 1897, Ardesir Godrej gave up a law and took up lock making. Godrej
and Boyce MFG.CO.LTD.was established at Lalbaug Mumbai. This was the
holding company of the Godrej group.
The Company is one of the largest privately-held diversifiedindustrial
corporations in India. The combined Sales(including Excise Duty) of the
Company, its subsidiaries and affiliates, during the Fiscal Year ended March 31,
2008,were about Rs. 90,000 million (US$ 1,900 million).

Page 10
 Chapter 4:
Review of literature

Page 11
 REVIEW OF LITRETURE
Competitive analysis defined as identifying the competitors and evaluating their
strategies to determine their strengths and weaknesses relative to those of the
company’s own product or service a competitive analysis is a critical part of the
company’s marketing plan with this evaluation the company can establish what
makes their product and service unique and therefore hat attributes the company
play up in order to attract the target market.
Evaluate the competitors by placing them in strategic groups according to how
directly they compete for a share the customer’s money. For each competitor or
strategic group, their product and service must be listed, its profitability growth
pattern marketing objectives and assumption current and past strategies,
organizational and cost structure, strength and weaknesses and size(in sales) of
competitor’s business.
Consumer buying behaviour
Possibly the most challenging concept in marketing deals with understanding
why buyers do what they door do not do. But such knowledge is critical for
marketers since having a strong understanding of buyer behavior will fail shed
light on what is important to the customer and also suggest the important
influences on customer decision making. Using this information, marketers can
create marketing programs that they believe will be of interest to customers.
As you might guess, factor affecting how customers make decisions are
extremely complex. Buyer behavior is deeply rooted in psychology with dashes
of sociology thrown in just to make things more interesting since every person
in the world is different, it is impossible to have simple rules that explain how
buying decision are made. But those who have spent many years analyzing
customer activity have presented us with useful guidelines in how someone
decides whether or not to make a purchase.
Infact pickup any textbook that examines customer behavior and each to seems
to approach it from a different angel. The perspective we take it to touch on just
the basic concepts that appear to be commonly accepted as infusing customer
behavior. We will divert two sexual of the principles of marketing tutorial to
customer behavior. In this section we will examine the buying behavior of
consumers. (i.e. - when people by for personal reasons) while in section four we
will examine factors that influence buyers decisions in the business markets.

Page 12
This study includes the following topics:
o Consumer buying behavior
o Types of purchase decisions
o Why consumers buy
o What influences purchasing
o Internal :perceptual filter
o Internal: knowledge and attitude
o Internal: personality and lifestyles
o Internal: rolls and motivation
o External: culture and groups
o External: situation
o How consumers buy

Types of Consumer Buying Behavior

Types of consumer buying behavior are determined by:

· Level of Involvement in purchase decision. Importance and intensity of

interest in a product in a particular situation.
· Buyers level of involvement determines why he/she is motivated to seek
information about a certain products and brands but virtually ignores
others.

High involvement purchases--Honda Motorbike, high priced goods, products

visible to others, and the higher the risk the higher the involvement. Types of
risk:

· Personal risk
· Social risk
· Economic risk

The four type of consumer buying behavior are:

· Routine Response/Programmed Behavior--buying low involvement

frequently purchased low cost items; need very little search and decision
effort; purchased almost automatically. Examples include soft drinks,
snack foods, milk etc.
· Limited Decision Making--buying product occasionally. When you need
to obtain information about unfamiliar brand in a familiar product
category, perhaps. Requires a moderate amount of time for information

Page 13
 gathering. Examples include Clothes--know product class but not the
brand.
· Extensive Decision Making/Complex high involvement, unfamiliar,
expensive and/or infrequently bought products. High degree of
economic/performance/psychological risk. Examples include cars, homes,
computers, education. Spend alot of time seeking information and
deciding.
Information from the companies MM; friends and relatives, store
personnel etc. Go through all six stages of the buying process.
· Impulse buying, no conscious planning.

The purchase of the same product does not always elicit the same Buying
Behavior. Product can shift from one category to the next.
For example:
Going out for dinner for one person may be extensive decision making (for
someone that does not go out often at all), but limited decision making for
someone else. The reason for the dinner, whether it is an anniversary
celebration, or a meal with a couple of friends will also determine the extent of
the decision making.

Categories that Effect the Consumer Buying Decision Process

A consumer, making a purchase decision will be affected by the following three
factors:

1. Personal
2. Psychological
3. Social

The marketer must be aware of these factors in order to develop an appropriate

MM for its target market.

· Personal-
Unique to a particular person. Demographic Factors. Sex, Race, Age etc.
Who in the family is responsible for the decision making.
Young people purchase things for different reasons than older people.

Psychological factors

Psychological factors include:

Page 14
· Motives-

A motive is an internal energizing force that orients a person's activities

toward satisfying a need or achieving a goal.
Actions are effected by a set of motives, not just one. If marketers can
identify motives then they can better develop a marketing mix.
MASLOW hierarchy of needs!!

o Physiological
o Safety
o Love and Belonging
o Esteem
o Self Actualization

Need to determine what level of the hierarchy the consumers are at to

determine what motivates their purchases.

Nutrament, a product marketed by Bristol-Myers Squibb originally was

targeted at consumers that needed to receive additional energy from their
drinks after exercise etc., a fitness drink. It was therefore targeted at
consumers whose needs were for either love and Belonging or esteem.
The product was not selling well, and was almost terminated. Upon
extensive research it was determined that the product did sell well in
inner-city convenience stores. It was determined that the consumers for
the product were actually drug addicts who couldn't not digest a regular
meal. They would purchase Nutrament as a substitute for a meal. Their
motivation to purchase was completely different to the motivation that B-
MS had originally thought. These consumers were at
the Physiological level of the hierarchy. BM-S therefore had to redesign
its MM to better meet the needs of this target market.
Motives often operate at a subconscious level therefore are difficult to
measure.

· Perception-

What do you see?? Perception is the process of selecting, organizing and

interpreting information inputs to produce meaning. IE we chose what
info we pay attention to, organize it and interpret it.
Information inputs are the sensations received through sight, taste,
hearing, smell and touch.

Page 15
 Selective Exposure-select inputs to be exposed to our awareness. More
likely if it is linked to an event, satisfies current needs, intensity of input
changes (sharp price drop).

Selective Distortion-Changing/twisting current received information,

inconsistent with beliefs.

Advertisers that use comparative advertisements (pitching one product

against another), have to be very careful that consumers do not distort the
facts and perceive that the advertisement was for the competitor. A
current example...MCI and AT&T...do you ever get confused?

Selective Retention-Remember inputs that support beliefs, forgets those

that don't.
Average supermarket shopper is exposed to 17,000 products in a
shopping visit lasting 30 minutes-60% of purchases are unplanned.
Exposed to 1,500 advertisement per day. Can't be expected to be aware of
all these inputs, and certainly will not retain many.

Interpreting information is based on what is already familiar, on

knowledge that is stored in the memory.

Problems marketing wine from South Africa. Consumers have strong

perceptions of the country, and hence its products.

· Ability and Knowledge-

Need to understand individuals capacity to learn. Learning, changes in a

person's behavior caused by information and experience. Therefore to
change consumers' behavior about your product, need to give them new
information re: product...free sample etc.

South Africa...open bottle of wine and pour it!! Also educate american
consumers about changes in SA. Need to sell a whole new country.

When making buying decisions, buyers must process information.

Knowledge is the familiarity with the product and expertise.

Inexperience buyers often use prices as an indicator of quality more than

those who have knowledge of a product.
Non-alcoholic Beer example: consumers chose the most expensive six-
pack, because they assume that the greater price indicates greater quality.

Page 16
 Learning is the process through which a relatively permanent change in
behavior results from the consequences of past behavior.

· Attitudes-

Knowledge and positive and negative feelings about an object or activity-

maybe tangible or intangible, living or non- living.....Drive perceptions

Individual learns attitudes through experience and interaction with other

people.
Consumer attitudes toward a firm and its products greatly influence the
success or failure of the firm's marketing strategy.

Honda "You meet the nicest people on a Honda", dispel the unsavory
image of a motorbike rider, late 1950s. Changing market of the 1990s,
baby boomers aging, Hondas market returning to hard core. To change
this they have a new slogan "Come ride with us".

Attitudes and attitude change are influenced by consumers personality

and lifestyle.

Consumers screen information that conflicts with their attitudes. Distort

information to make it consistent and selectively retain information that
reinforces our attitudes. IE brand loyalty.

There is a difference between attitude and intention to buy (ability to

buy).

· Personality-

All the internal traits and behaviors that make a person unique,
uniqueness arrives from a person's heredity and personal experience.
Examples include:

o Workaholism
o Compulsiveness
o Self confidence
o Friendliness
o Adaptability
o Ambitiousness
o Dogmatism
o Authoritarianism
o Introversion
o Extroversion

Page 17
 o Aggressiveness
o Competitiveness.

Traits effect the way people behave. Marketers try to match the store
image to the perceived image of their customers.

There is a weak association between personality and Buying Behavior,

this may be due to unreliable measures. Nike ads. Consumers buy
products that are consistent with their self concept.

· Lifestyles-

Recent US trends in lifestyles are a shift towards personal independence

and individualism and a preference for a healthy, natural lifestyle.

Lifestyles are the consistent patterns people follow in their lives.

EXAMPLE healthy foods for a healthy lifestyle. Sun tan not considered
fashionable in US until 1920's. Now an assault by the American
Academy of Dermatology.

Social Factors

Consumer wants, learning, motives etc. are influenced by opinion leaders,

person's family, reference groups, social class and culture.

· Opinion leaders-

Marketers try to attract opinion leaders...they actually use (pay)

spokespeople to market their products. Michael Jordon (Nike,
McDonalds, Gatorade etc.)

· Roles and Family Influences-

Role...things you should do based on the expectations of you from your

position within a group.
People have many roles.
Husband, father, employer/ee. Individuals role are continuing to change
therefore marketers must continue to update information.

Family is the most basic group a person belongs to. Marketers must
understand:

o that many family decisions are made by the family unit

Page 18
 o consumer behavior starts in the family unit
o family roles and preferences are the model for children's future
family (can reject/alter/etc)
o family buying decisions are a mixture of family interactions and
individual decision making
o family acts an interpreter of social and cultural values for the
individual.

The Family life cycle: families go through stages, each stage creates
different consumer demands:

o bachelor stage...most of BUAD301

o newly married, young, no children...me
o full nest I, youngest child under 6
o full nest II, youngest child 6 or over
o full nest III, older married couples with dependant children
o empty nest I, older married couples with no children living with
them, head in labor force
o empty nest II, older married couples, no children living at home,
head retired
o solitary survivor, in labor force
o solitary survivor, retired
o Modernized life cycle includes divorced and no children.

Because 2 income families are becoming more common, the decision

maker within the family unit is changing...also, family has less time for
children, and therefore tends to let them influence purchase decisions in
order to alleviate some of the guilt. (Children influence about $130 billion
of goods in a year) Children also have more money to spend themselves.

· Reference Groups-

Individual identifies with the group to the extent that he takes on many of
the values, attitudes or behaviors of the group members.

Families, friends, sororities, civic and professional organizations.

Any group that has a positive or negative influence on a persons attitude
and behavior.
Membership groups (belong to)
Affinity marketing is focused on the desires of consumers that belong to
reference groups. Marketers get the groups to approve the product and
communicate that approval to its members. Credit Cards etc.!!

Page 19
 Aspiration groups (want to belong to)
Disassociate groups (do not want to belong to)
Honda, tries to disassociate from the "biker" group.

The degree to which a reference group will affect a purchase decision

depends on an individuals susceptibility to reference group influence and
the strength of his/her involvement with the group.

· Social Class-

an open group of individuals who have similar social rank. US is not a

classless society. US criteria; occupation, education, income, wealth,
race, ethnic groups and possessions.

Social class influences many aspects of our lives. IE upper middle class
Americans prefer luxury cars Mercedes.

o Upper Americans-upper-upper class, .3%, inherited wealth,

aristocratic names.
o Lower-upper class, 1.2%, newer social elite, from current
professionals and corporate elite
o Upper-middle class, 12.5%, college graduates, managers and
professionals
o Middle Americans-middle class, 32%, average pay white collar
workers and blue collar friends
o Working class, 38%, average pay blue collar workers
o Lower Americans-lower class, 9%, working, not on welfare
o Lower-lower class, 7%, on welfare

Social class determines to some extent, the types, quality, quantity of

products that a person buys or uses.

Lower class people tend to stay close to home when shopping, do not
engage in much prepurchase information gathering.
Stores project definite class images.

Family, reference groups and social classes are all social influences on
consumer behavior. All operate within a larger culture.

· Culture and Sub-culture-

Culture refers to the set of values, ideas, and attitudes that are accepted by
a homogenous group of people and transmitted to the next generation.

Page 20
 Culture also determines what is acceptable with product advertising.
Culture determines what people wear, eat, reside and travel. Cultural
values in the US are good health, education, individualism and freedom.
In american culture time scarcity is a growing problem. IE change in
meals, big impact on international marketing.

Different society, different levels of needs, different cultural values.

Culture can be divided into subcultures:

o geographic regions
o human characteristics such as age and ethnic background.

Culture affects what people buy, how they buy and when they buy.

MARKETING
Marketing is a process by which companies determines what products or
services may be of interest to customers, and the strategy to use in sales,
communications and business development. It is an integrated process through
which companies create value for customers in returns.
Marketing is used to identify the customer, to keep the customer, and to
satisfy the customer, with the customer as the focus of its activities it can be
conclude that marketing management is one of the major components of
business management. The evolution of marketing was caused due to mature
markets and over capacities in the last 2-3 centuries. Companies then shifted the
focus from production to the customer in order to stay profitable
The term marketing concept holds that achieving organizational goals depends
on knowing the needs and wants to target markets and delivering the desired
satisfaction. Its proposes that in order to satisfy its organizational objective, an
organization should anticipate the needs and wants of consumers and satisfy
these more effectively than competitors.

Page 21
 The competitors of Godrej Interio
The major competitors of Godrej Interio are
· Pepperfry
· Livspace.com
· Homelane.com
· Kuchina
· Custom furnish
· Spacewood
· Capricoast
· Urban ladder

SWOT Analysis of Godrej Interio

Strength
· The company has got wide range of branches within the country.
· The company has wide of product line. The company has their
respectable and believable brand name.
· The company has a large number of customers with higher satisfaction.
· The company has recognized Godrej research and development centre.
· Exchange offers

Weakness
· The company does not go for advertising, which is one of the biggest
disadvantages of Godrej.
· Man power is less at sales officer level so it is affecting directly on the
way of sale.
· The company does not provide proper online services to the customers.
The website is not convincing.

Page 22
Opportunities
· Godrej interio has more opportunities to grow as it has earned good
market share.
· Technical up gradation time to time is also one of the opportunities.
· Tap rural markets and increase penetration in urban areas.
· Mergers and acquisitions to strengthen the brand.
· Opportunity in providing exchange offer in furniture and cupboards.

Threats
· Intense and increasing competition amongst other domestic companies
and FDI in retail thereby allowing international brands.
· Competitions from unbranded and local products.

Page 23
 Chapter 5:
Research methodology

Page 24
 Research methodology
· Research topic
“A study on competitive analysis of Godrej interio in Bhubaneswar”

· Research objective
o To know the perception of customers towards Godrej interio.
o Describe the level of involvement and types of consumer problem
solving processes
o Recognize the stages of consumer buying decision process.
o Explain how situational influences may affect the consumer buying
decision process.
o Understand the psychological influences that may affect the
consumer buying decision process.

· Research design
Research design is descriptive as well as analytical.

· Primary data collection

Primary data was collected with the help of a structured questionnaire.
The questionnaires were administered to the selected 70 respondent.

· Technique of data collection

The questionnaires has been designed and used to collect the needed
primary data, both open and close ended questions were used.

· Area of study
The study on competitor analysis of Godrej interio has been limited to
major competitive brands and customers in Bhubaneswar only.

· Period of the study

The period of study cover one month.

· Sources of data collection

Primary and secondary data are collected from following sources:
§ Primary data
Questionnaires
Observation and personal discussion with the customers

Page 25
 § Secondary data
Information collected from different website.
Personal visit to Godrej Company and frequent interactions with
Godrej delegates

· Sample size
The sample size selected for the study is 100 respondents. The
respondents are selected by simple random sampling method

· Sampling technique
Data on various aspects directly and indirectly related to the
investigations were gathered through questionnaires to the respondents.
The questions are necessary to ensure the reliability of the information.
The questions were simple to understand so that information can be
collected from various respondents easily. It should be seen that parties
are not biased or prejudicated and are mentally sound.

· Tools for Analysis

In order to analyze the competitors of Godrej interio, the following table
analysis was used to obtain the various objective of the study.
Percentage analysis
Percentage analysis refers to a special kind of ratio percentages are used
in comparing between preference and satisfaction with various other
factors.

Page 26
 Chapter 6:
Data Analysis and Interpretation

Page 27
1. What is the gender of the respondent?
o Male
o Female

Respondent Percentage
Male 37%
Female 63%
Table 1

Graphical representation:

Percentage of male and female out of the

total respondents

Male Male
37 %
Female

Female
63 %

Figure 1

Interpretation
· The above diagram shows that majority of 100 respondents are females
i.e. 6%.

Page 28
 2. What is the age of the respondent?(in years)
o 20-30
o 30-40
o 40 and above

Respondent’s age(In years) Percentage

20-30 15%
30-40 55%
40 and above 30%
Table 2

Graphical representation:
60%
55%

50%

40%
Percentage

30%
30%

20%
15%

10%

0%
20-30 30-40 40 and above

Age of respondents

Figure 2

Interpretation
· The percentage of respondents of age 30-40 years is more than other age
groups.
· The percentage of respondent of age 20-30 years is comparatively less.

Page 29
3. What is the income of the respondent per annum?
o 1,00,000 – 3,00,000
o 3,00,000 – 5,00,000
o 5,00,000 and above

Income of the respondents per Percentage

annum

1,00,000 – 3,00,000 23%

3,00,000 – 5,00,000 60%
5,00,000 and above 17%
Table 3

Graphical representation:

70%
Percentage of respondents

60%
60%

50%

40%

30%
23%
20% 17%

10%

0%
1,00,000 – 3,00,000 3,00,000 – 5,00,000 5,00,000 and above

Income of respondents per annum

Figure 3

Interpretation
· The percentage of respondents earning between 3 lakhs to 5 lakhs is
more.

Page 30
 4. How do you procure furnishing requirements?
o Internally
o Outsourcing

Percentage
Internally 9%
outsourcing 91%
Table 4

Graphical representation:

Procurement of furnishing

9%

Internally
outsourcing

91%

Figure 4

Interpretation
· This figure shows that the majority of the respondents i.e. 91% procure
their furniture by outsourcing.

5. Do you use a Godrej Interio product?

o Yes
o No

Responds Percentage
Yes 80%
No 20%
Table 5

Page 31
Graphical representation:

Respondents

20%
Yes
No

80%

Figure 5

Interpretation:
· The figure shows that 80% of respondents use Godrej products.

6. Which product of Godrej Interio you use?

o Desks and tables
o Bed
o Dining table
o Sofa set
o Modular kitchen
o Cupboard

Products Percentage
Desks and tables 15%
Bed 20%
Dining table 12%
Sofa set 14%
Modular kitchen 10%
Cupboard 29%
Table 6

Page 32
Graphical representation:
35%
Percentage of respondents

29%
30%

25%
20%
20%
15% 14%
15% 12%
10%
10%

5%

0%
Desks and Bed Dining table Sofa set Modular Cupboard
tables kitchen

Products of Godrej company

Figure 6

Interpretation:
· The figure shows that most of the respondents i.e. 29% of total
respondents use cupboard of Godrej Interio.
· The figure shows that least no. of respondents i.e. 10% of total
respondents use modular kitchen.

7. Which factors influence you to buy Godrej products?

o Brand name
o Product feature
o Quality
o Price
o Influence by others

Reasons of choosing Godrej Percentage

Brand name 22%

Product feature 18%
Quality 20%
Price 28%
Influence by others 12%
Table 7

Page 33
 Graphical representation:
30%
Percentage of respondents
28%
25%
22%
20%
20% 18%

15%
12%

10%

5%

0%
Brand name product feature Quality Price infuence by
other

Reasons of choosing Godrej

Figure 7

Interpretation:
· The figure shows that most no. of respondents i.e. 28% of total
respondents chose Godrej for its price.
· The figure shows that least no. of respondents i.e. 18% of total
respondents chose Godrej for product feature.

8. Rank Godrej interio based on following factors.

Highly Satisfied Neutral Unsatisfied Highly

satisfied unsatisfied
Quality
Pricing
Delivery
Product
feature
Customer
relationships

Page 34
a) Ranking the Quality factor of Godrej Interio

Responds to the Quality of Godrej Percentage

Highly satisfied 15%

Satisfied 46%
Neutral 27%
Unsatisfied 8%
Highly unsatisfied 4%
Table 8.1

Graphical representation:

Quality factor of Godrej interio

4%
8% 15% Highly satisfied

Satisfied
27% Neutral
46%
Unsatisfied

Highly
unsatisfied

Figure 8.1

Interpretation:
· The figure 8.1 shows that most no. of respondents i.e. 46% of total
respondents are satisfied with the quality of Godrej interio.

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b) Ranking the Price factor of Godrej

Responds to the Price factor of Percentage

Godrej
Highly satisfied 23%
Satisfied 33%
Neutral 25%
Unsatisfied 13%
Highly unsatisfied 6%
Table 8.2

Graphical representation:

Ranking the Price factor of Godrej interio

6%
Highly satisfied

13% 23% Satisfied

Neutral
25%
Unsatisfied
33%
Highly
unsatisfied

Figure 8.2

Interpretation:
· The figure 8.2 shows that most no. of respondents i.e. 33% of total
respondents are satisfied with the price of Godrej interio.

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c) Ranking the delivery services of Godrej Interio

Responds to the Delivery services Percentage

of Godrej

Highly satisfied 6%
Satisfied 9%
Neutral 29%
Unsatisfied 31%
Highly unsatisfied 25%
Table 8.3

Graphical representation:

Ranking the delivery services of Godrej

services

6%
9% Highly satisfied
25%
Satisfied

29% Neutral

31%
Unsatisfied

Figure 8.3

Interpretation:
· The figure 8.3 shows that most no. of respondents i.e. 31% of total
respondents are unsatisfied with the delivery services of Godrej interio.

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 d) Ranking the product feature of Godrej interio

Responds to the product features Percentage

of Godrej interio

Highly satisfied 7%
Satisfied 39%
Neutral 40%
Unsatisfied 7%
Highly unsatisfied 7%
Table 8.4

Graphical representation:

Ranking the product features of Godrej interio

7% 7%
7%
Highly satisfied
Satisfied

39% Neutral
Unsatisfied
40% Highly unsatisfied

Figure 8.4

Interpretation:
· The figure 8.4 shows that most no. of respondents i.e. 40% of total
respondents gave a neutral response to the product feature of Godrej
interio.

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e) Ranking the customer relationships factor of Godrej interio

Responds to the customer Percentage

relationshipsfactor of Godrej
Highly satisfied 2%
Satisfied 12%
Neutral 17%
Unsatisfied 40%
Highly unsatisfied 29%
Table 8.5

Graphical representation:

ranking the customer relationships factor of

Godrej interio
2%

12%
29% Highly satisfied
Satisfied
17%
Neutral
Unsatisfied
Highly unsatisfied
40%

Figure 8.5

Interpretation:
· The figure 8.5 shows that most no. of respondents i.e. 40% of total
respondents are unsatisfied with the product feature of Godrej interio.

Page 39
9. Are you satisfied with the after sale service provided by the company?
o Yes
o No

Satisfied with the after sale service Percentage

Yes 47%
No 53%
Table 9

Graphical representation:

Satisfies with the after sale service

53% Yes
47% No

Figure 9

Interpretation:
o The figure shows that most of the respondents i.e. 53% of total
respondents are not satisfied with the after sale service of Godrej interio.

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10. Will you refer to buy Godrej interio products to others?
o Yes
o No
Responds Percentage
Yes 65%
No 35%
Table 10

Graphical representation:

Responds towards reference of Godrej

interio products
70%

60% 65%
50%
Percentage

40%

30%
35%
20%

10%

0%
Yes No

Graph 10

Interpretation:

· This figure shows that 65% of respondents would refer others to buy
Godrej interio products.

11. Which of the following brands you would prefer on your next purchase.
Godrej -
Pepperfry -
Kuchina -
Others -
(Homelane, Livspace.com, Nikamal,etc)

Page 41
 Brands which respondents would Percentage
prefer on their next purchase
Godrej 45%
Pepperfry 22%
Kutchina 16%
Others (Homelane, Livspace.com, 17%
Ankur, Nikamal)
Table 11

Graphical representation:

Respondents brand preferences on their next

purchase
50%
45%
Percentage of respondents

40% 45%
35%
30%
25%
20% 22%
15% 17%
16%
10%
5%
0%
Godrej Pepperfry Kutchina Others

Brands

Graph 11

Interpretation:
· This figure shows that most no. of respondents i.e. 45% of total
respondents would prefer Godrej on their next purchase.

Page 42
 Chapter 7:
Findings and Recommendations

Page 43
 FINDINGS
· No proper advertisement
· Not widely spread in the rural area
· After sales service is not satisfactory
· Management is quite rigid
· There is a huge gap between words and work
· It aims at increasing the sales volume rather after sale services
· No proper co-ordination among the sales executives
· Motivation level is quite low
· The sales executives are not disciplined
· The sales executives lack professionalism
· It has an opportunity to capitalised its sales growth by taking the
advantage on people’s faith
· There is no communication with the customers after the selling of the
product.
· Many customer fail to register their complain

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 SUGGESTIONS
· It should highly promote itself in rural areas.
· It should offer a free insurance scheme/package of a little amount with
every appliance.
· It should follow market development Strategy for Odisha circle.
· In rural area it should call for exclusive dealers rather opening its own
sales division initially.
· Improvement in after sales service.
· Good motivational training should be provided to employees.
· They should be thought general etiquettes.
· It can go for advertisement through leaflets.
· According to the study it can target the gregarious personalities in
different areas through which it can increase public reaction.
· As many of the existing customers are having ambitious and gregarious
personality it should not lose their faith.
· As the study reveals that most people are culture oriented so it can
arrange / sponsor some cultural programs in order to sustain faith of the
existing customers so as to attract other culture oriented people.
· As some people are sports oriented it can sponsor some important club
and state level matches in order to attract sports oriented people.
· The company should offer exchange offer in every product.

RECOMMENDATIONS
· The company should follow the following advertising strategy.
· It should do its advertisement by distributing its leaflets which will be
very less expensive.
· It can get publicity by organising interesting games with small prizes.
· Tangible advertisement of product which are new in market.
· Advertisement in front of malls, big bazar, City Centre.
· It will be less time consuming and less expensive in comparison to
electronic and print media. Another benefit from this advertisement is
that you can come across directly with customers and can study their
behaviour.

Page 45
 Chapter 8:
Limitations of study

Page 46
LIMITATION OF THE STUDY
For every research there are restriction and limitations.
Similarly there are some restrictions in my research work. The following were
some limitations which I faced in the making of this research.
· It was difficult to access the company’s internal information due to time
constraint.
· The data was collected through questionnaire. The responds from the
respondents may not be accurate.
· There may be some people who have different views, so they might have
given false information in the questionnaire.
· Another difficulty was very limited time span of the project i.e. five
weeks.

Page 47
 Chapter 9:
Bibliography

Page 48
 BIBLIOGRAPHY

References
· Marketing management, A south Asian perspective-kotler Philip,
kellerKelvin,Koshy Abraham , JhaMithileswer, Edition- Twelfth
edition...Publisher-Prentice hall of India(p)ltd,
· Research Methodology-Kothari C.R,
Edition-2004, reprint 2006
Publisher-New Age international (p) ltd, publishers
Methods of data collection, page no-95
Sampling Fundamentals, page no -15

Websites

· www.godrej.com
· www.yahooanswer.com
· www.wikipedia.com
· www.scribd.com

Page 49
 Chapter 10:
Questionnaires

Page 50
 QUESTIONNAIRES
Dear Sir/Madam
I (the student of BJB Autonomous College Bhubaneswar) am conducting brief
survey to find out competitive analysis of Godrej Interio at GODREJ INTERIO, LEWIS
ROAD, BHUBANESWAR. I would be greatful to you provide our genuine response by
putting a tick mark in relevant box.
I sincerely thank you for your humble cooperation.

PERSONAL DETAILS-
NAME -
AGE - 20-30 years

30-40 years

40 years and above

GENDER -

Male
Female
INCOME - 1,00,000-3,00,000
3,00,000-5,00,000
5,00,000 and above
1. How do you procure your furnishing requirements?
o Internally
o Outsourcing

2. Do you use a Godrej Interio product?

o Yes
o No

3. Which product of Godrej Interio do you use?

o Desk
o Bed
o Dinning table
o Sofa set
o Modular Kitchen
o Cupboard

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4. Which factor influence you to purchase Godrej interio products?
o Brand name
o Product feature
o Quality
o Price
o Influence by others

5. Rank Godrej Interio based on following factors?

Highly Satisfied Neutral Unsatisfied Highly
satisfied unsatisfied
Quality

Pricing

Delivery
schedule
Range of
design
Customer
relationship

6. Are you satisfied with the aftersale service provided by the company?
o Yes
o No

7. Will you refer to buy Godrej interio products to others?

o Yes
o No

8. Which of the following brands you would prefer on your next purchase?
o Godrej
o Pepperfry
o Kutchina
o Others(Homelane, livspace.com, Nikamal, Ankur)

9. Any suggestions you would like to offer to help Godrej Interio serve you
better.

Page 52