A

DESK REPORT
ON
“A study on consumer satisfaction towards Godrej
Refrigerator”

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 CONTENTS
Particulars Page no.
Executive Summary 5
Company profile 6

Industry Scenario 7
Market Share 8

Competitors Analysis 9

Research Problem 11

Research objectives 11

Review of Literature 11

Product Segmentation 12

Swot Analysis 13

Findings 14

Recommendation 15

Conclusion 16

References 17

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 EXECUTIVE SUMMARY
The study is being conducted to provide insight of customer satisfaction
towards Godrej refrigerator. The brand loyal buyer makes no attempt at
attribute evaluation, instead opting for the well-known brand based on some
general pleasant feelings toward it. The goal of this survey is to find out how
satisfied customers are with a Godrej refrigerator. A customer is a person who
consumes a product or a group of people who consume a product. A client is the
monarch of a market. Customer satisfaction is the most crucial factor to
consider when determining whether or not to purchase a product. Client
preferences may change over time as a result of changes in consumer
satisfaction. The performance of a product and the consumer's expectations
determine customer satisfaction. If the service does not fulfil the customer's
expectations, they are dissatisfied. If the performance satisfies the customer's
expectations, the customer is satisfied. If the performance meets or surpasses
the customer's expectations, the customer is ecstatic. As a result, I attempted to
do secondary research in order to establish client satisfaction in this study. To
gain a better understanding of the factors that influence consumer satisfaction
and brand switching.

COMPANY PROFILE

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 The Godrej Group is a Mumbai-based Indian multinational company that is
run and largely owned by the Godrej family.

 Ardeshir Godrej and Pirojsha Burjorji Godrej formed the company in 1897,
and it now engages in a wide range of industries, including real estate,
consumer items, industrial engineering, appliances, furniture, security, and
agricultural products.

 Godrej Industries and its subsidiaries Godrej Consumer Products, Godrej

Agrovet, and Godrej Properties, as well as the private holding firm Godrej &
Boyce Mfg. Co. Ltd., are among the business's subsidiaries and affiliates.

 The first Indian refrigerator was produced in 1958 by Godrej & Boyce, the
producers of locks and closets that have kept generations of Indians and
their jewels and other knickknacks safe.

 When Godrej launched the first Indian refrigerator in July 1958, it rapidly
became a source of pride in Indian households, joining a long list of
aspirational products for a new and growing India. The mere possession of
these items defined class and awed the general public.

 Godrej is one of the few brands that continues to offer the most up-to-date
technology in their refrigerators. Godrej makes a wide range of
refrigerators. The following is the entire list:

 Refrigerator with a single door

 Refrigerator with Double doors
 Refrigerator with three doors
 Refrigerators that are side by side

A. INDUSTRY SCENARIO

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 Refrigerator is a kitchen appliance primarily used for food storage with
protecting it from getting contaminated. It consists of thermally insulated
compartment(s) and a heat pump that transfers heat from the inside of the
appliance to its external environment maintaining the refrigerator
temperature below the ambient room temperature.

 The Refrigerator market is evolving at a rapid pace owing to rising

awareness regarding an effort to make daily food storage activities easier,
smart equipment has been developed. A range of and refrigerator brands
have been introduced by companies operating in the market with different
features and forms to satisfy the growing consumer’s demand.

 In India, the consumer durables market is going through a highly exciting

phase. Since the liberalisation process began, the kitchen appliances and
consumer electronics sector has seen significant expansion. The sector has
grown to be a significant part of the Indian economy, creating jobs for
millions of people while also boosting the country's overall quality of life.
Refrigerators are not a new category in India, but their market is still
growing at a rapid pace due to low penetration and a large user base.

 Refrigerators were always considered a luxury item, but as temperatures

have risen and disposable income has climbed, they have become a need in
any home. Other factors driving double-digit growth in refrigerator sales in
India include the rise in the number of nuclear families, easy credit,
changing lifestyles, new model introductions, technological advancements,
and more customer awareness.

 The major players are slashing costs and introducing new models with
sophisticated features and fresh designs. The refrigerator market is predicted
to rise in the coming years, thanks to rising per capita income, falling prices,
and consumer finance. Consumers have been increasingly concerned about
food spoiling as a result of the hot and humid weather, resulting in a need for
efficient refrigerators.

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 MARKET SHARE
o Godrej refrigerators account for 15% of the market.

o Godrej kitchen appliances accounts 35-40% of the market.

COMPETITORS ANALYSIS
Whirlpool Corporation

The Whirlpool Corporation, headquartered in Benton Charter Township,

Michigan, is an American multinational producer and marketer of household
appliances. Whirlpool, Maytag, KitchenAid, JennAir, Amana, Gladiator
GarageWorks, Inglis, Estate, Brastemp, Bauknecht, Ignis, Indesit, and Consul
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are among the brands sold by the company. Diqua, Affresh, Acros, and
Yummly are also mentioned on their website.

Founded: November 11, 1911

Revenue: USD 19.45 billion (2020)

LG Electronics

LG Electronics Inc., headquartered in Yeouido-dong, Seoul, South Korea, is a

South Korean multinational electronics corporation. LG Electronics is a
subsidiary of LG Corporation, South Korea's fourth-largest chaebol. Home
Entertainment, Mobile Communications, Home Appliances & Air Solutions,
and Vehicle Components are its four business units, with Starion India serving
as its primary production vendor for refrigeration and washing machines on the
Indian subcontinent. LG Electronics purchased Zenith in 1995 and currently
owns 37.9% of LG Display. LG Electronics has remained the world's fourth-
largest LCD television maker since 2008. The corporation employs 83,000
workers in 128 locations throughout the world.

Founded: October 1958 (as Goldstar) January 1995 (as LG Electronics;

re-incorporated in 2002)

Parent Company: LG Corporation

Revenue: USD 3 trillion (2020)

KitchenAid

KitchenAid is an American home appliance brand. As competitors entered this

developing market, the business faced competition and introduced its unique
silhouette in the 1930s with the model "K," designed by Egmont Arens. Stand
mixers from the model "K" onwards are compatible with the modern machines,
and attachments from the model "K" onwards are compatible with the modern
machines. In 1949, the second product line was introduced: dishwashers.
Following an expansion by store Williams Sonoma in the late 1980s, a
promotional campaign saw brand awareness double in three years.

Founded: 1919

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Parent Company: Whirlpool Corporation

Revenue: USD 447.23 Million

RESEARCH PROBLEM
When compared to other similar available options, brand loyalty is the strength
of preference for a brand. This is frequently measured in terms of price
sensitivity or recurrent purchasing behaviour. When customers have a positive
view toward a brand, it manifests itself in repurchase behaviour. This form of
loyalty can be a valuable asset to the organisation because the consumer is
prepared to pay higher rates, it costs less to serve them, and they can bring in
new customers.

OBJECTIVES

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o To know the satisfaction level of Godrej user.

REVIEW OF LITRETAURE
This chapter, which is the most important chapter of any thesis, discusses the
impact and concrete information on the research topic. In regard to this theme,
this chapter looks at a number of literary genres and publications. The topic of
this research study is "A study on consumer satisfaction towards Godrej
Refrigerator."
Firstly, According to the research paper titled “A STUDY ON CUSTOMER
SATISFACTION TOWARDS GODREJ REFRIGERATOR WITH
REFERENCE TO COIMBATORE CITY” conducted by Mr. S.
Muruganantham and Ms. D. Janani Sri (2020) concluded that, Consumers can
now compare a variety of aspects in commodities such as quality, price, and
value for money, as well as service, durability, and brand image. Customer
loyalty to a specific corporate brand of refrigerators becomes more easier if the
company makes high-quality refrigerators. Godrej Refrigerators strives to
provide items at a reasonable price, improve after-sales support, and provide
customers with appropriate spare parts. However, in order to maintain their
market share, these companies must take care to address concerns and improve
after-sales support.[1]

PRODUCT SEGMENTATION

By System- (Direct Cool, Frost Free)

Direct Cool

o In direct cool refrigerators, natural convection is exploited to produce rapid

cooling.

o Direct-cooling refrigerators are more energy efficient.

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o Direct cooling is a popular choice for industrial applications.

Frost Free
o Frost-free freezers do not require manual de-icing or defrosting. It was
automatically taken care of.

o The price difference between frost-free and frost-free refrigerators is

shrinking.

o Models that do not have frost are better at maintaining consistent

temperatures and keeping food fresh for longer.

By Door Type- (Single door, Double door, Triple door, Side by side, Bottom)

Refrigerators changed food storage when they were initially introduced to

residential kitchens. Godrej refrigerators continue to offer cutting-edge features
that will help you and your family get through the day. Godrej is one of the few
manufacturers still offering cutting-edge technology in their appliances,
including refrigerators. Godrej manufactures a variety of refrigerators.

SWOT ANALYSIS

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 STRENGTH WEAKNESS
Diverse product portfolio. Does not engage in any form of
advertising.
R&D capabilities.
Lack of product variety.
Customer relationship.
A massive distribution network. Shaky distribution route.
SWOT

OPPORTUNITIES THREATS
Increase the number of consumers Stiff competition.
offers.
Products are not one-of-a-kind.
Market share is enormous.
Consumer durables market is growing.
Other competitors have done a lot
of branding.
Kitchen appliance market is booming.

FINDINGS

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 o It has built a one-of-a-kind marketing strategy that has allowed it to
separate out from the competition by providing high-quality, high-tech
refrigerators that keep customers satisfied.

o Customer loyalty to a specific corporate brand of refrigerators becomes

more easier if the company makes high-quality refrigerators.

o Godrej does not do a lot of refrigerator advertising to engage with its

customers. As a result, it has been discovered that airing an appealing
advertisement on television and erecting hoardings at major intersections
will assist prospective consumers in choosing a Godrej Refrigerator.

o According to the source of information, family members and friends have

provided numerous recommendations for brand selection.

o Godrej Refrigerators tries to provide items at a reasonable price and to

improve after-sales support.

RECOMMENDATIONS

o Godrej refrigerator can improve their advertising to engage customers.

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o However, the Godrej refrigerator segment should take special care to address
issues and improve after-sales support in order to maintain their market
share.

o It is recommended that the reasons behind the switchover be investigated,

and that Godrej brand consumers be retained through enhanced services.

o It is required to communicate and announce products to customers on a

frequent basis using advanced media tactics.

o In this case, the concept must be developed for a better brand image, and the
quality must be checked on a regular basis for improved client satisfaction.

o To answer consumer complaints, the outlet to the back-office operation

should be quick.

CONCLUSION

Godrej, India's oldest refrigerator manufacturer, produces high-quality

refrigerators. It, like other brands, has its fair share of hits and misses. One of
Godrej's biggest flaws is the lack of quality French or multi-door refrigerators,
which are available from all other major companies. When it comes to single
door refrigerators, Godrej is a major participant. Thanks to its Cool Shower

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technology, which ensures that the refrigerator is thoroughly and uniformly
cooled. While the use of strong insulation materials and an air lock system
guarantees that ambient heat does not enter the refrigerator. Godrej refrigerators
are the least prone to corrosion due to the company's significant investment in
ZOP technology. Consumers who live in areas where power outages are
common can rest easy after purchasing a Godrej refrigerator, which features a
reliable power-outage backup plan in the form of Stay Cool technology,
fragrance lock, and stabilizer-free operation. Customers have showed their
satisfaction towards Godrej Refrigerator's durability in a positive term.

REFERENCES
Journal Reference
“A STUDY ON CUSTOMER SATISFACTION TOWARDS GODREJ REFRIGERATOR
WITH REFERENCE TO COIMBATORE CITY”, Mr. S. Muruganantham and Ms. D.
Janani Sri (2020) https://eprajournals.com/jpanel/upload/617pm_52.EPRA
%20JOURNALS-5694.pdf

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Internet Reference

https://economictimes.indiatimes.com/industry/cons-products/durables/
godrej-appliances-lines-up-rs-500-crore-investment/articleshow/
68274176.cms?from=mdr#:~:text=of%20air%2Dconditioners.-,The
%20company%20has%20around%2015%2D16%25%20market%20share
%20in%20refrigerators,close%20this%20fiscal%2C%20said%20Nandi.

https://www.bijlibachao.com/refrigerator-fridge/godrej-refrigerator-india-
review.html

https://www.termpaperwarehouse.com/essay-on/Consumer-Satisfaction-Of-
Godrej-Refrigerator/199371

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