A PROJECT REPORT ON

“CONSUMER PERCEPTION”
WITH REFERENCE TO
“GODREJ REFRIGIRATOR APPLIANCES”

Submitted in partial fulfillment of the

requirements for the award of
MASTERS OF BUSINESS ADMINISTRATION

By
SHAIK ZAMEER
(Hall Ticket No.028-08-153)

SCHOOL OF MANAGEMENT STUDIES

HYDERABAD PRESIDENCY PG COLLEGE,
(Affiliated to osmania university)
PUPPAL GUDA,RAJENDER NAGAR,R.R.DIST.
YEAR (2008-2010)
 DECLARATION:

This is to declare that the project work entitled “Consumer

Perception with reference to Godrej Refrigerators Appliances” is

an original and bonafied work done by me for the requirement of

partial fulfillment for the award of Master Degree in Business

Administration in Osmania University from HYDERABAD

PRESIDENCY PG COLLEGE,R.R.DIST.

I also declare that no part of this work is submitted to any university

or institution for the award of any other degree or diploma.

SHAIK ZAMEER
 ACKNOWLEDGEMENT:

Firstly I express my deep regards to Mr. P. Laxmanamouli, secretary

of Godrej and Mr. Ramgopal who had given me this opportunity to
provide all the necessary information.

I would like to thank Mr. “AZAM MOHIUDDIN”, principal,

HYDERABAD PRESIDENCY PG COLLEGE, for his valuable
guidance and suggestions in the improvement of this report.

I am grateful to my guide DR. ARSHAD UR RAHAMAN, lecturer of

Marketing in HYDERABAD PRESIDENCY PG COLLEGE for giving
me valuable material and information right through the project.

I express my sincere gratifications to my parents, sister and uncles

family members for the support and encouragement that they have
showed towards me. I am also thankful to Mr. SAHABAZ SIR and
who helped me in completing my project.

Finally I would like to express special thanks to all the persons concerned in
Godrej

(SHAIK ZAMEER)
 CONTENTS:

CHAPTER I : INTRODUCTION OF MARKETING

CHAPTER II: CONSUMER PERCEPTION & THEORITICAL

BASIS

CHAPTER III: COMPANY PROFILE

CHAPTER IV: OBJECTIVES OF THE STUDY

RESEARCH METHODOLOGY
SAMPLINGS

CHAPTER V: LIMITATIONS OF STUDY

CHAPTER VI: DATA ANALYSIS

CHAPTER VII: FINDINGS

CONCLUSIONS AND SUGGESTIONS

ANNEXURE

a) Questionnaire
b) Bibliography
CHAPTER -I
 INTRODUCTION OF MARKETING

MEANING AND DEFINITION OF MARKETING

Marketing, more than any other business functions deals with

customers. Creating customer value and satisfaction are the heart
of modern marketing thinking and practice. Marketing is the
delivery of customers by promising superior value and to keep
current customers by delivering satisfaction.

The American marketing association has defined marketing, as

“marketing is the performance of business activities that direct the
low of goods and services from producer to consumer or user.”

In the words of Cundiff and Still “marketing is the term used to

describe collectively those business functions most directly
concerned with the demand stimulating and demand-fulfilling
activities of the business enterprise.”

Philip Kotler definition of marketing is “marketing is a social and

managerial process by which individuals and groups obtain what
 they need and want through creating and exchanging products
and value with other.
FUNCTIONS OF MARKETING

Marketing as business authorities conceive it today is aboard function

of business composed of many elements.

Until recently even outstanding authorities defined marketing as “the

performance of business activities that direct the flow of goods and
services from producer to consumer or user.” While this definition still
not broad enough. It does not encompass the idea that marketing
also includes the identification of the market and the market’s needs
and that is guides the development of the products and services to
fulfill those needs profitably.

VARIOUS ACTIVITIES THAT A MARKETER FOLLOWS

 Identifying specific markets for products and services;

 Identifying existing and future needs and wants of these
markets;
 Guiding the development of products, packages and
services to fill these needs at a profit, and

Selling, delivering and collecting for, and effecting legal transfer of

these goods services to the ultimate consumer or user.
An even simpler definition and one easier to remember is – the right
product or service at the right price at the right place at the right time
and doing it at a profit.

DEFINITIONS OF MARKETING RESEARCH

The American Marketing Association defines marketing research as

“the systematic gathering, recording and analysis of data about
problems relating to marketing of goods and services.”

According to Kotler, “marketing research is the systematic design,

collection analysis and reporting of data and finding relevant of a
specific marketing situation facing the company.”

The key word in the above definition is “systematic.” This is the

difference between research and haphazard gathering of findings.
For a study/research to be systematic there must be two qualities in
the least. First, it should be orderly so that the measurements have
accuracy and there is a fair cross-section. Second, it should be
impartial in analysis and interpretation.

Now for a research to be systematic it should be planned in advance.

Moreover to complete it, it should be interpreted. We thus arrive at a
definition of marketing research; “marketing research is the planning
of and systematic gathering, recording, analysis and interpreting data
about problems (or opportunities) relating to the marketing of goods
and services.”

CHAPTER - II
 CONSUMER PERCEPTION – THEORITICAL BASIS

Perception is how the individual receives satisfaction from stimuli in

the out side environment and how the human organism adopts to the
level and intensity of sensory input.

Perception is defined as the process by which an individual selects

organizes and interprets stimuli into a meaningful and coherent
picture of the world, A stimulus is any unit of input to any of the
senses. Examples of stimuli include products, packages, brand
names, advertisements and commercials. Sensory receptors are the
human organs that receive sensory inputs. Their sensory functions
re to see, hear, smell, taste, and feel.
Sensation is the immediate and direct response of the sensory
organs to simple stimuli. Human sensitivity refers to the experience
of sensation. Sensitivity to stimuli varies with the quality of an
individual’s sensory receptors and the amount or intensity of the
stimuli to which he or she is exposed. For example, a blind person
may have a more highly developed sense of hearing than the
average sighted person and may be able to hear sounds that the
average person cannot and the females are more sensitive than the
males with regard to skin stimuli i.e.,touch sensation.

Smell is the sense most close tied to memory. Perception is depend

on various factors which are around with a person a human being
react towards something upon various factors that are the
community, religion that he belong to and the language that he use to
speak and the demographic factors. and the psychographic factors a
human being starts percept some thing when he was in child hood he
starts learning from his mother as well as he grownup he use to
observe the environment and adopts what ever he perceive.

In the marketer point of view it is very important to know the

customers perception before and after introducing a product in the
market, so that he can adjust according to the consumer taste and
this is what called research and development by this cause the
market ever changing according to the desire of the consumer.
CHAPTER - III
COMPANY PROFILE

Godrej Appliances Ltd

Godrej & Boyce Mfg. Co. Ltd. � Appliance Division is in the business
of manufacturing and/ or marketing Refrigerators, Washing Machines,
Air Conditioners, DVD Players and Microwave Ovens.

Godrej began manufacturing of refrigerators in 1958. From creating a

revolution with PUF (Polyurethane Foam) in 1989 to, colored doors
and vinyl draping, 100% CFC free Refrigerators, to Godrej Pentacool
� five side cooling in 2001 and Pent afresh Technology in 2004 and
now � EON range of Frost Free Refrigerators with seven wonders
including revolutionary Cool Shower Technology, we have been at
the forefront of product innovation.

The recent awards and recognition only bear testimony to our

consumer focus: -Reader’s Digest conducted a survey recently in
2006, which awarded Godrej Appliances Gold in the Refrigerator
category for the Most Trusted Brand. Godrej has won the CNBC
Consumer Awaaz Award for the Most Preferred Refrigerator for the
second time in a row (2005 & 2006).

Godrej started manufacturing Washing Machines in 1996. We have a

complete range of Hi � Tech Semi Automatic, Fully Automatic and
Front Loading Washing Machines. Our manufacturing facilities are
located in Shirwal (near Pune) & Mohali (near Chandigarh).

In the AC category � we have over 15 models straddling Split and

Window segments. Equipped with Blue Fin and I-TREC technology,
Godrej ACs offer best in class cooling and efficiency.

We have recently stepped into the Microwave Oven category and in a

short span of time garnered a good market presence, through our
range of models across solo, grill and convection segments.
DVD players mark our foray into the Consumer Electronics segment.
With a portfolio of 4 unique models which club great aesthetics and
big sound, and plans of more models � we are geared to making our
presence felt here as well.

In addition to the above products, we also have the Godrej Smart

care Service brand to provide excellent 'After Sales Service'. With
370 service centers spread over the country, consumers continue to
rate Godrej after Sales Service the best in the industry.

Apart from catering to the domestic consumers, Godrej is also a key

OEM supplier in India. After the success achieved in the domestic
market, Godrej is also looking at Exports in a big way and has
launched its Refrigerators and Washing Machines in Sri Lanka. We
also export our products to Singapore, Afghanistan, the Middle East,
Egypt, Kenya, Rwanda, Bahrain and Oman.
Board of directors

J.N. GODREJ (CMD)

K.N. NAOROJI
A.B. GODREJ
N.D. SIDHVA
N.K. DHABAR
K.N. PETIGRA
N.B. GODREJ
V.M. CRISHNA
B.A. HATHIKANAVALA
K.R. THANEWALLA
F.P. SARKARI
BRANCHES AND SHOW ROOMS

 Mumbai
 Ahmedabad
 Bhopal
 Jabalpur
 Pune
 Surat
 New Delhi
 Chandighar
 Faridabad
 Ghaziabad
 Jaipur
 Lucknow
 Chennai
 Bangalore
 Hyderabad
 Kochi
  Kolkatta
 Guwahati
 Patna

INDUSTRY PROFILE

The Indian consumer durable industry boundaries are has been

increased after the year 1992-93 because of the Global policies of
Government of India. The Indian Government invited the World Wide
investors to invest pin India to increase Foreign funds. Before that
the Indian consumer durable industry had conjusted boundaries with
limited companies. The refrigerator industry also had low number of
manufactures like Godrej, Allwyn, Kelvinator, Voltas. After that year
the boundaries were had been increased because of new entrants in
White good industry.
In the year 1995-96 White good Industry sales achieved the
sales volume and turnover 22200 millions in that the sales volume of
refrigerators 2.2 million units. The White good Industry consist of air
conditions, refrigerators and Washing machines. The consumer
durable industry over come the recession of 1992-93 to experience a
boom phase in 1993-94 the industry recorded the growth rate of
15.2% in 1993-94 which is phenomenal
By World growth standards this has been the result.
In the year 1996 Industry production was 2.2 million units
where as 11000 million were produced in 1969 and 1980 the
production increased up to 8%. But it was increased up to 16%
because of new entrance of Industry in 1992-93 the recession in
economy led to the down turn for the industry in this it recorded lower
sales of 1.66 millions units as compared to the 1.3 million units of
1991-92. But the Industry recovered very fastly and reached the
optimum sales unit about 1.4 million units in 1993-94 and after this
year the industry is continuous by growing. 1994-95 the sales were
1.8 and 2.2 million units simultaneously. The growth rate were 28%
and 21% in these years.

Godrej to expand range of refrigerators

The company launched a new range of direct-cool refrigerators on
Wednesday. It will introduce 40 new models in three variants during
the course of this year:
Priyanka Mehra, New Delhi

To strengthen its appliance division, Godrej & Boyce Mfg. Co. Ltd.
plans to expand its portfolio in refrigerators, while entering new
product categories of televisions, food processing and commercial
refrigeration by this year end. “As part of our strategic business plan,
we aim to unveil something new every quarter,” said George
Menezes, chief operating officer, Godrej.
The company launched a new range of direct-cool refrigerators on
Wednesday. It will introduce 40 new models in three variants during
the course of this year. With this launch, Godrej aims to tap into the
direct cool segment, which remains largely under-penetrated at
around 15%, Menezes said. “Direct cool refrigerator segment is
growing at only 5% as compared to frost-free which is growing at
31%. Yet direct cool still accounts for close to 70% of the Rs44 million
refrigerator market in India,” said Kamal Nandi, vice president, sales
and marketing, appliance division.
Godrej said its current market share in the segment is around 22%
and it is looking at expanding it to 25% in 2008.

The company is also plans to tap the growing flat television market.
“Godrej is currently evaluating its entry into the television space.
Should everything work out, we will be launching televisions in the flat
panel division in the next six months,” said Menezes.
Both the direct-cool refrigerator and flat TV segments are dominated
by Korean companies Samsung India Electronics Pvt. Ltd and LG
Electronics India Pvt Ltd. According to industry estimates, the total
size of Indian consumer durables industry is around Rs25,000 crore
and the two Korean rivals dominate the market with around 40%
market share in it. Other leading players in the industry are Whirlpool,
Videcon and Mirc Electronics among others“We will compete with our
rivals on value proposition and our technology, which will be more
tailored to the needs of the Indian consumer,” said Menezes.
The company also plans to enter the food processing and commercial
refrigeration categories this year. While Menezes did not divulge
much detail, he said: “With India’s retail landscape becoming more
organized, several new opportunities are coming up. Because we are
pioneers is refrigeration, getting into commercial refrigerators is the
next step.”
“There is a realization among household brands such as Godrej that
they have the potential to unlock value of their name and explore new
spaces and opportunities in the market,” said Harish Bijoor, CEO
Harish Bijoor Consults Ltd, a marketing consultant. “Godrej will not be
a mega brand in these new spaces as they are already dominated by
global players, but they will get a fair share of the pie by carving a
niche for themselves based on the value their brand brings,” he
added.
The company recorded a Rs. 1,000 crore turnover in 2006-2007, and
it expects it to grow to Rs1400 in 2007-2008. “The consumer durable
market is growing at 12-15% but at Godrej we have been growing at
30%. By next year, we expect to achieve a growth rate of close to
40% with a turnover of Rs2000 crore,” said Menezes.
Find More Articles On:
Godrej   Refrigerators  
Find More Articles By:
Priyanka Mehra  
GODREJ REFRIGERATOR

A Quality Product from

VISHAL ENTERPRISES [View Profile]
Pune - India

Description :
Features:

 New premium styling: Cold Gold comes with modern looks and a
new curved door handle.

 Exciting range of colours: Available in red, grey and cool blue.

 High efficiency compressor: Cuts down on electricity bills.

 Spacious well designed interiors: Keeping in mind your storage

patterns [Our shelves are designed for convenient storage of Indian
vessels that have a large base].

 Large crisper: For separate storage of vegetables.

 Polypropelene table top: That can withstand temperatures upto

120C.

 Automatic controls: Auto defrost and auto evaporation for ease in

defrosting.

 Lock for convenience.

 Sort Result:  By Price | By Most GALLERY
 
Popular  VIEW  
     0 checked items 19 Results Found    
By Price    
Below Rs 5000 GODREJ-GDC_110_P Rs 5,800 to
Rs 5000-10000 • 100 Litres Capacity 7,900
Rs 10000-20000 • Direct Cool At 37 stores
Rs 20000-50000  
Product rating: Price History
More »
By My City
Agra
Ahmedabad    
Bangalore GODREJ-GDN_180_P Rs 6,100 to
Chandigarh • 170 Litres Capacity 9,999
• Direct Cool At 30 stores
More »  
By Features Product rating: Price History
Product type
Direct Cool  
Frost Free  
   
GODREJ-GDC_180_P Rs 6,200 to
• 170 Litres Capacity 9,100
• Direct Cool At 52 stores
 
Product rating: Price History

   
 GODREJ-GDI_190_S Rs 7,200 to
• 180 Litres Capacity 10,608
• Direct Cool At 26 stores
 
Product rating: Price History

   
GODREJ-GDC_215_P Rs 7,500 to
• 215 Litres Capacity 10,490
• Direct Cool At 22 stores
 
Product rating: Price History

   
GODREJ-GDM_190_S Rs 7,500 to
• 180 Litres Capacity 9,200
At 30 stores
 
Product rating:
Price History

   
GODREJ- Rs 8,000 to
COLD_GOLD_INFINITI_..12,000
At 25 stores
• 215 Litres Capacity  
Price History
Product rating:

   
GODREJ_GDP_195 Rs 8,500 to
• 185 Litres Capacity 10,599
• Direct Cool At 20 stores
 
Product rating: Price History
    
GODREJ-GFE_220_P Rs 9,000 to
• 200 Litres Capacity 12,990
• Frost Free At 31 stores
 
Product rating: Price History

   
GODREJ-GDP_210_P Rs 9,800 to
• 200 Litres Capacity 12,332
At 15 stores
Product rating:
Price History

DETAILS OF GODREJ REFRIGERATOR:

PERMACOAT TECHNOLOGY

Presenting a never-before, India’s first refrigerator with a full-

color photo-image on the front panel. Godrej uses Permacoat
Technology to bring you this durable, washable, stunningly unique
feature! Choose from a range of extremely photogenic themes that
include landscapes, fruits etc.
HIGH GLOSS MIRROR FINISH

A Smooth, sleek mirror finish that gives your refrigerator the

stylish exteriors of a quality world-class appliance. And gives your
kitchen, the polished sheen of modern living.

MAGIC EYE
It’s a smart, little LED device discreetly tucked away on the
table top of the new range of Godrej refrigerators. The Compressor
light comes on when cooling is in progress. Once optimum cooling is
reached, it automatically switches off. The Power light remains on as
long as the power supply is present. The unique, never-before
Earthing light comes on if there is any fault in earthing of the electrical
circuitry in your house! So that you can send for an electrician to
rectify what is often a common problem in Indian homes.

SPECKLE FINISH PLASTICS

All the plastics used on the external surface of the refrigerator

have a superlative speckle finish. Giving you not just ease in
cleaning, but a lifetime of great looks.
‘AIRFRESH’ DEODORIZER

The carbon deodorizer keeps the aromas of your different foods

intact and unmingled, leaving your refrigerator smelling like a breath
of fresh air always.

DEEP DOOR

The new Deep Door gives you much more room, yet within the
same space! So those extra large cola bottles and huge pickle jars
don’t have the slightest problem fitting right in.

BOTTLE SNUGGER

The snugger is a plastic device, which you can slide into place
along the edge of the last shelf in your Deep Door. It helps to keep
the bottles in place in the door panel, preventing the big bottles from
falling on their side, a perfect arrangement, in a pearl finish.

View Details
Main Features  
Gross Capacity (Litres) 180 
Net Capacity (Litres) 180 
Refrigerator Capacity (Litres) 142 
Freezer Capacity (Litres) 38 
Defrosting System  Semi Automatic 
Air Flow Type Direct Cool 
Insulation PUF 
Clean Back  
Deodourising  
Temperature  
Temperature Control Dial 
Doors  
Number of Doors 1 
Type Of Door Single Door 
Open Door Alarm  
Reversible Door Swing  
Door Lock   
Water Dispenser  
Ice and Water Dispenser  
Shelves & Boxes  
Number of Shelves and Boxes 7 
Number of Cabinet Shelves 2 
Number of Freezer Shelves 0 
Number of Refrigerator Door Shelves 4 
Number of Freezer Door Shelves 0 
Large Bottle Shelf with Spill Guard --- 
Material Used for Shelves Acrylic 
Adjustable Shelves  
Egg Rack --- 
Egg Tray Capacity --- 
Crisper or Vegetable Tray Material Acrylic 
Separator for Vegetable and Fruits  
Moisture or Humidity Control  
Freezer Section  
Freezer Lamp  
Quick Freezing Component  
Chiller Tray  
Front Access Defrost Tray --- 
Safe Freezer Time in Case of Malfunction --- 
(Minutes)
Physical Features  
Colours Available Metallic Blue,
Gold and Steel
Finish. 
Exterior Finish Metallic 
Power  
Power Supply (Volts) 160-260 
Power Requirement  
Power Consumption (Watts) --- 
Machine Dimensions  
Width (mm) 541 
Depth (mm) 643 
Height (mm) 1128 
Approximate Net Weight (Kgs) --- 
After Sales Service  
Warranty Period (Years) 1 
 CHAPTER- IV

OBJECTIVES OF STUDY

Permacoat model of GODREJ-GE is the first of its kind in

India, with many features including the adoptability of a refrigerator to
the interior design and atmospheres, therefore it was intended to
know the perception of the consumers towards this model with the
fallowing objectives of the study.

 To make a profile and identify the target group of the

refrigerators in general of Godrej and more specifically
the “permacoat model” in terms of occupation, income
and different durables possessed.

 To estimate the awareness of different brands of

refrigerators along with the present owned refrigerator, its
capacity, model, and the year of purchase

 To study and estimate the degree of satisfaction with the

refrigerator that being passed

 To rank the different brands of refrigerator according to

the consumers’ preference and also estimate the potential
of the replace demand with brand preference.
RESEARCH METHODOLOGY
 To make an in depth study of the objectives if the study as
mentioned in the previous chapter, a survey method of descriptive
design is selected for this study.

I. Data collection method:

Primary data is collected directly from a sample of respondents

with help of a Questionnaire (Schedule) apart from this relevant
data is collected by oral discussion with the different executives
marketing people and middlemen.

Secondary data is mainly collected from the company records like

Sales report, Production records, Annual reports etc. This data
supported with the dealers reports, relevant data from magazines,
journals and texts.

II. Sampling Methodology:

A sample of respondents is selected by stratified sampling method

with the background of the respondents as the basis of stratification.
As very few customers have the Permacoat model. The model is also
introduced in a short span before this study; sample size has been
kept low.
 CHAPTER-V

LIMITATIONS OF THE STUDY

Each and every thing has a limit; one has to be in certain boundaries
that determine the aspect of the study. While working on this project
the research came along with some difficulties, these difficulties
frame up to form errors that were not easy to erase.
They are as follows
Sampling Error

The sampling method chosen is non-probabilistic convenience

sampling. The major drawback with this type of sampling is that one
is unable to draw statistically reliable information about a rigorously
defined universe. Thus this sample may not be considered as a true
representative the universe.

Non-Response Error

Error is arising due to inability to contact certain part of the sample

and inability of the respondents to answer few questions.

Response Error

This error arises when persons give wrong information because of:
Perceptual loss of prestige
When interviewing takes place on a subject about which there is
some expectation regarding social approval or disapproval in which
there is strong ego involvement respondents error by idealizing
his/her behaviors.Unwillingness of the respondents to answer
questions related to age, phone, address and occupation.
Ambiguity Error

This error arises when there is something wrong in the formulation of

the questionnaire.

Accuracy Error
The researcher commits this error when there is loss of information in
transmission from the actual place till the preparation of the report.

Testing Error
One more probable area where error could have crept it may be due
to testing effect wherein respondents could have given wrong
responses due to the conditional effect.
During the research the researcher faced some more problems like
Non Co-operation of the respondents, giving absurd answers to
relevant and important questions, etc.
The data collected from the respondent is qualitative in nature i.e.
views options, etc. So it is not a convenient data for the study at a
longer duration.
The study is limited to Hyderabad city only therefore the same cannot
be applicable to any other cities.
Only 100 customers are taken into account.
The time of the study is limited.
Due to some unknown reasons some customers were not able
to give full information about the study.
 CHAPTER - VI

DATA ANALYSIS
 The primary data collected with the help of the Questionnaire is
classified, tabulated and analysed by applying some simple statistical
techniques like percentage, simple mean, mean rank etc.,

1. Respondent Profile:

a) Occupation:

No. of % of
Occupation
Respondents Respondents
House wives 15 35%
Govt.
15 35%
employees
Private
3 7%
employees
Self
6 14%
Employments
Students 4 9%
Total 50 100%

7%
14%

35%
9%

35%

House wives Govt. employees Private employees

Self Employments Students
b) Income of the respondents:

No. of % of
Income
Respondents Respondents
Below 50,000 p.a. 11 22%
50,000 – 1,00,000 13 26%
1,00,000 –
13 26%
1,50,000
Above 1,50,000
13 26%
p.a.
Total 50 100%

Mean Income 1,03,000

26% 26% 26%

26%

25%
Percentage

24%

23% 22%
22%

21%

20%
Below 50,000 – 1,00,000 – Above
50,000 p.a. 1,00,000 1,50,000 1,50,000 p.a.

Income
c) Durables possesed:

No. of % of
Durable
Respondents Respondents
Rented 24 48%
House
Owned 26 52%
Two wheeler 29 58%
Vehicle
Four Wheeler 3 6%

Washing Yes 8 16%

Machine No 42 84%
Colour 24 48%
Television
Black & White 26 52%
Yes 1 2%
Oven
No 49 98%

50
50
45
40
No. of Respondents

35 32
30 26
25
20
15 8
10
5 1
0
House Vehicle Washing T.V. Oven
Machine

Durabules
About 60% of the respondents are housewives and Government
employees with equal proportion among the rest student community
constitute 22% and self-employment 12%.

The income level from 50,000 and below per annum to above
1,50,000 is evenly distributed with 26% each from 50,000 to 1,00,000
etc., and 22% below 50,000. The average income of respondents is
found to be near 1,00,000 at 1,03,000.
Among the different durables possessed by the respondents.

 52% owned a house whereas 48% are in rented houses.

 About 64% have a vehicle among whom a58% have a two

wheeler and 6% a four-wheeler.

 Among all the respondents only 16% have a washing machine.

 All the respondents have a Television with 52% having Black

&White and 48% Color.

 Of all the respondents only 2% have an Oven.

 In terms of the durables possessed by the number of
respondents the order as follows:
1) A Television
2) A Vehicle
3) A House
4) A Washing machine
5) An Oven

Among these different durables, ONIDA, BPL, VIDEOCON

AND SONY TV are popular, majority of the Washing machine owned
are BPL and Videocon.

AWARENESS OF DIFFERENT BRANDS

This Question was given as an open-end question where the

respondents have to write on their own the different brand which they

aware of as it is an open-end question, the response for most of the

brands is low.
AWARENESS OF DIFFERENT BRANDS:

No. of % of
Brand Name
Respondents Respondents
Godrej 31 62%
L.G. 30 60%
Whirlpool 20 40%
Videocon 18 36%
Kelvinator 14 28%
Allwyn 13 26%
Samsung 12 24%
BPL 5 10%
Total 50 100%

70% 62%
60%
60%
50%
Percentage

40%
40% 36%
28% 26%
30% 24% 24%
20%
10%
10%
0%
Allwyn
Kelvinator

Samsung

Samsung
Videocon

BPL
Godrej

L.G.

Whirlpool
 Godrej and L.G are the most known brand for a near about

60% of the respondents each Whirlpool is known to 40% of the

respondents and Videocon to about 36%. Kelvinator, Allwyn and

Samsung are known to a near about 25% of each. BPL is the least

known brand as per 10% of the respondents.

BRAND OF REFRIGERATOR OWNED:

Of the total 50 respondents only 26% have a Refrigerator as

the rest 24 are include in sample so as to know the awareness and

knowledge of a Permacoat model and future intention in buying a

refrigerator therefore, in this table only 26 respondents are included.

 No. of % of
Brand Name
Respondents Respondents
Godrej 9 18%
L.G. 1 2%
Whirlpool 3 6%
Videocon 2 4%
Kelvinator 6 12%
Allwyn 3 6%
Leonard 1 2%
BPL 1 2%
Total 50 100%

18%
18%
16%
14%
12%
12%
Percentage

10%
8% 6% 6%
6% 4%
4% 2% 2% 2%
2%
0%
Kelvinator
Videocon

Allwyn

Leonard
Whirlpool
Godrej

BPL
L.G.

Brand
 Godrej and Kelvinator refrigerators are most owned as

expressed by 18% and 12% respondents simultaneously among the

rest Whirlpool and Allwyn have 6% ownership each. Videocon, L.G,

Leonard and BPL are the other refrigerator owned.

DEGREE OF SATISFACTION WITH BRAND OWNED:

A. Overall satisfaction with all brands:

Degree of No. of % of
Satisfaction Respondents Respondents
Very much
15 57.6%
satisfied
Satisfied 11 42.4%
Not satisfied 0 0%
Not at all satisfied 0 0%
Not at all satisfied 0 0%
Total 26 100%

57.60%
60.00%

50.00%
42.40%
40.00%
Percentage

30.00%

20.00%

10.00%
0% 0% 0%
0.00%
Very much Satisfied Not Not at all Not at all
satisfied satisfied satisfied satisfied

None of the respondents are dissatisfied with their refrigerators.

Among the 26% of the respondents owned refrigerators a majority of
57% are very much dissatisfied with rest as just satisfied the average
satisfaction of all the brands is found to be 1.57. This overall
satisfaction is further cross classified with different brands as follows.
B.

Very Not at Very Mea

Not so
much Satisfie all much n
Brand satisfie
satisfie d satisfie Dissatisfie Ran
d
d d d k
Godrej 4 5 0 0 0 1.44
Allwyn 2 1 0 0 0 1.66
Videoco
0 2 0 0 0 1.00
n
Kelvinat
3 3 0 0 0 1.50
or
Whirlpoo
0 3 0 0 0 1.00
l
Other
1 2 0 0 0 1.00
Brands

1.8 1.66
1.6 1.44 1.5
1.4
Mean Rank

1.2 1 1 1
1
0.8
0.6
0.4
0.2
0
Allwyn

Kelvinator

Other Brands
Videocon

Whirlpool
Godrej
 Similar to the overall satisfaction of all the brands none of the

respondents are dissatisfied with this brand owned. As per the mean

ranking the overall satisfaction of brand is as follows-

Mean Overall
Brand
Rank Rank
Godrej 1.44 3
Allwyn 1.66 1
Videocon 1.00 5
Kelvinator 1.50 2
Whirlpool 1.00 5
Others 1.00 5

When compare with previous table main satisfaction of 1.60

only Allwyn is rated as the best at 1.66 and Kelvinator, Godrej owners
are moderately satisfied where as Whirlpool and Videocon have least
satisfaction.
RATING FACTORS IN BUYING A REFRIGERATOR:

Preference Mean
Factors Total
1 2 3 4 5 6 Rank

Price 5 10 9 16 6 4 50 3.40
Brand 19 8 12 6 1 4 50 2.48
Storage
9 15 12 10 3 1 50 2.72
Facility
Cooling
14 13 11 8 3 1 50 2.52
ability
Colour 1 5 3 4 26 11 50 4.72
Handle
2 1 3 2 11 31 50 5.24
model

6 5.24
4.72
5
3.4
Mean Rank

4 2.72
2.48 2.52
3
2
1
0
1

Factors

Price Brand Storage Facility

Cooling ability Colour Handle model
 As per the proportion of respondents brand name is considered
to be the most important factor followed with cooling ability and
storage facility. Price, Color and Handle model are the least
important factors.
As per the mean ranking the rating of different factors is as follows:

Mean Overall
Factor
Rank Rank
Brand 2.48 1
Cooling
2.52 2
ability
Storage
2.72 3
facility
Price 3.40 4
Color 4.72 5
Handle
5.24 6
model

RANKING OF BRANDS ACCORDING TO THE CUSTOMER

PREFERENCE:

Rank Mean
Brand Total
1 2 3 4 5 6 7 Rank

Godrej 14 8 8 5 6 4 5 50 3.32
Allwyn 10 9 7 7 6 6 5 50 3.32
L.G. 8 9 12 6 6 4 5 50 3.50
Kelvinator 3 4 6 9 10 9 9 50 4.64
Whirlpool 5 8 4 8 8 8 9 50 4.32
Videocon 5 7 6 10 6 9 7 50 3.84
Samsung 5 5 7 5 8 10 10 50 4.52
 Godrej and Allwyn are considered to be the number one brand
according to the mean ranking, L.G., and Videocon are close to these
two brands in terms of mean rank are second and third positions.
Kelvinator, Whirlpool and Samsung as the lost preferred brands. The
rating of the brands according to mean ranking is as follows.

Brand Mean Rank Overall Rank

Godrej/Allwyn 3.32 (each) I
L.G. 3.50 II
Videocon 3.8 III
Whirlpool 4.32 IV
Samsung 4.52 V
Kelvinator 4.64 VI

AWARENESS OF PARMACOAT MODEL:

No. of % of
Awareness
Respondents Respondents
Yes 38 76%
No 12 24%
Total 50 100%
 24%

76%

Yes No

The parmacoat model with washable photo proof is known to

only 24% of the respondents and a majority of 76% are not aware of
it. The awareness of this model is very low.

IMPORTANCE OF PERMACOAT FEATURE:

Degree of No. of % of Mean

Importance Respondents Respondents Rank
Very much
20 40% 1.2
Important
Important 14 28% 0.56
Not so
8 16% 0.16
Important
Not at all
8 16% 0
Important
Total 26 100%
 40%
40%
35%
28%
30%
Percentage
25%
20% 16% 16%
15%
10%
5%
0%
Very much Important Not so Not at all
Important Important Important

A significant 40% of the respondents consider the permacoat

model to be very much important and about 28% consider it as
important therefore 68% of the respondents would like to prefer this
feature in the refrigerator about 16% each considered this feature as
not so and not at all important.

PURCHASE PREFERENCE OF PERMACOAT MODEL:

No. of % of
Response
Respondents Respondents
Yes 38 76%
No 12 24%
Total 50 100%
 24%

76%

Yes No

Similar to the previous table indicating importance of the

Permacoat feature the purchase intention of the Permacoat model is
high with 76 % respondent preferring it only 24% do not prefer it. This
table is in quit contradiction with the awareness of Permacoat model
where only 24% are aware of it and 76% not known about it.

ADVERTISEMENT AWARENESS OF PERMACOAT MODEL:

No. of % of
Response
Respondents Respondents
Yes 5 10%
No 45 90%
Total 50 100%
 10%

90%

Yes No

Only 10% of the respondents have seen the advertisement of

the permacoat model where as 90% are never seen the
advertisement of this model.
EFFECTIVENESS OF PERMACOAT ADVERTISEMENT:

Degree of No. Of % Of Mean

Effectiveness Respondents Respondents Rank
Very much
0 0%
Effective
Effective 1 20% 1
Not so
4 80% 0
Effective
Not Effective 0 0%
Not at all
0 0%
Effective
Total 5 100%

0% 0%
0%
20%

80%
Very much Effective Effective
Not so Effective Not Effective
Not at all Effective

An important 80% of those who have seen the advertisement of

permacoat model considered it to be not so effective. Only 20%
considered it to be effective with non-considering as very much
effective.
THE MOST LIKED ADVERTISEMENT OF REGEREGIRATOR:

No. of % of
Brand Name
Respondents respondents
Godrej 6 12%
Whirl pool 26 52%
Samsung 3 6%
Kelvinator 6 12%
Videocon 2 4%
LG 7 14%
Total 50 100%

60%
52%
50%

40%
Percentage

30%

20% 14%
12% 12%
10% 6%
4%
0%
Godrej Samsung Videocon

Whirlpool is considered to be the advertisement about 50% of

respondents. LG, Kelvinator and Godrej are preferred near about 12
to 13 percentage of respondents the advertisements of the Samsung
and Videocon are the least preferred.
BEST MEDIA TO ADVERTISE A REFREGIRATOR
 No. Of % Of
Media
Respondents respondents
Television 50 100%
Magazines 50 100%
News papers 46 92%
Hoardings 49 98%
Radio 25 50%

100% 100% 92% 98%

100%
90%
80%
70%
Percentage

60% 50%
50%
40%
30%
20%
10%
0%
Television Magazines News Hoardings Radio
papers

Media

Except for the Radio all other media have highly preference
with television, magazines being preferred by all the responds.
Hoardings 98% and News papers 92% of respondents. Radio is
considered as the best media by only 50% of respondents.
Some of the important suggestion given by respondents is as follows.
CHAPTER - VII
 FINDINGS

1. Godrej refrigerators because of its good marketing

strategies moves faster at the retailer counter.
2. Quality has been considered as a important factor to be
taken into consideration while making a purchase
decision (54 percent of respondent consider quality as a
most important factors) (42 percent a of respondents
consider quality as a most important factors) 4 percent a
of respondents consider quality as a most important
factors)
3. Price does play an important role in purchases decision
by consumer but this factor is not an important as quality.
4. advertising has been considered as a vital player which
influences the purchase decision of the customers
 CONCLUSIONS & SUGGESTIONS

The following conclusions and suggestions can be made from the

previous analysis.
1. The target market for an refrigerator is respondent with an
average income of about 1,00,000 and the majority of whom
already owned a T.V. However mostly either housewives and
employees.
In concentrating it market in efforts like promotion
distribution, pricing and products strategies. This segment
should be taken into account.

2. Among the present owner of refrigerator Godrej and Whirlpool

are the major brands. As the Kelvinator taken are by whirlpool
for Godrej, whirlpool is the major competitors. With L.G., and
Videocon as the other competitors with regard to the
awareness and preference.
As Godrej being the market leader it should expand the
overall market by promoting the refrigerators to those now
already don’t possess a refrigerator. I.e., converting the non
 users into user simultaneously protecting market share and
overall period of time increasing the market share. Therefore
the strategy for Godrej should be

 Expand the overall market.

 Protect its present market share.
 Increase the market share in the long term.

All the present owners of refrigerator are satisfied with the

performance of their refrigerator. In terms of brand wise Allwyn
owners are more satisfied followed with Kelvinator and Godrej.
All other brands have relatively low satisfaction levels though
Godrej is the market leader as per the previous conclusions
when compared with Allwyn and Kelvinator, Godrej owners are
less satisfied.

To improve the satisfaction levels of Godrej owners

continuous market research and implementation of consumer
relationship management (CRM) as to be made.

3. Among the different factors that a customers looking for in

buying a refrigerator brand image, awareness and equity is
considered to be the most important factor along with cooling
ability and storage facility. To increase the brand image
aggressive promotion with products innovation and
implementation of CRM is very important.
 According to the overall ranking of different brand Godrej
and Allwyn considered as best followed with L.G., Videocon
and Whirlpool.

In terms of overall rating Allwyn is on par with Godrej, the

reason may be that the Allwyn owners are the most satisfied of
all the brands. To improve over Allwyn the previous suggestion
as to be implemented.

4. The awareness of Permacoat model of Godrej-GE very low,

where as majority of respondents considered this feature as
most important and given a chance, they would like to buy it.
However the most of the respondents have not seen any
advertisement of the Permacoat model and are not fully aware
of its features and advantages.

Among the different media for advertise of refrigerator T.V.

is considered to be the best followed with magazines and
newspapers. Among the different advertisements of
refrigerators Whirlpool(Kelvinator) advertisements are
considered to be the best. To increase the awareness and
purchase preference of the Permacoat model in specific and
 other models in general aggressive advertisement through
proper use of T.V and print media effectively.

It can be concluded that is there is reasonably good

market potential for the permacoat model with washable photo
proof on the front panel. However till now it has not been
effectively promoted. Aggressive promotion with increased
number of models (designs) in the permacoat model will
effectively market it.

5. Apart from the above conclusions and suggestions from the

analysis, the following important suggestions were made by the
respondents during the survey.
 ANNEXURE - I

QUESTIONNAIRE

1. Respondent profile:

i) Name : -----------------------------------
ii) Occupation : -----------------------------------
iii) Income level : -----------------------------------
a) Below 50000 P.A. b) 50000 to 100000 P.A.
c) 100000 to 150000 P.A. d) Above 150000 P.A.
iv) Durables possessed
a) House : Rented/Owned b) 2 Wheeler / 4 Wheeler
c) Washing Machine Y/N; If yes Brand
----------------
d) TV Colour/ B&W Y/N; If yes Brand ----------------
e) Oven Y/N; If yes Brand ----------------

2. What are the different of brands refrigerator you are aware of ?

3. Details about the fridge owned

a) Brand b) Capacity
c) Model d) Any Special features
e) Year of purchase f) Price
4. How far you are satisfied with your present Refrigerator
a) Very much satisfied b) Satisfied
c) Not so satisfied d) Dissatisfied
e) Very much satisfied

5. Grade the following factors that you consider in buying a

Refrigerator
a) Price b) Brand Name
c) Storage Facility d) Cooling ability
e) Colour f) Handle Style

6. Rank this following brands according to your preference

a) L.G. b) Allwyn
c) Godrej d) Kelvinator
e) Whirlpool f) Videocon
g) Samsung

7. Are you aware of “Perma Coat” (Screen) Model Y/N

8. How do you consider “Perma Coat” feature in a Refrigerator

a) Very much Important b) Important
c) Not so Important d) Not at all Important

9. Keep other factors constant, if given a chance would you buy

this model YES/NO
10. Have you seen any advertisement of this model
YES/NO
If YES; by which media you have seen

a) T.V. b) News Paper

c) Radio d) Magazine
e) Hoardings

11. How effective is this advertisement in conveying the

message

a) Very much effective b) effective

c) Not so effective d) Not effective
e) Not at all effective

12. Among all the Refrigerators advertisement which

advertisement you like most ?

13. In your opinion what is the best media to advertise a

Refrigerator
a) T.V. b) Newspaper
c) Hoardings d) Radio

14. Any Suggestions you would like to give to Godrej

-------------------------------------------------------------------------------------
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 BIBLIOGRAPHY

1. Marketing Management
- Philip Kotler

2. Brand Positioning
- Subroto Sen Gupta
- Al Ries Jack Trout

3. Magazines
- Business India
- Survey of Indian Industry

4. Product Management in India

- Ramanuj Majumdar
- Prentice Hall India

5. Website: www.godrej.com

www.godrejindia.com