STUDY ON MARKET SURVEY OF

CONSUMER DURABLES WITH SPECIAL

REFERENCE TO ONIDA (MIRC
ELECTRONICS)
BY
AJEET KUMAR
ROLL NO.-2701104
MITSOB
 INTRODUCTION
• Name of the Company : ONIDA
• Parent company : MIRC ELECTRONICS
• Tagline : "Neighbour's envy, Owner's Pride"
• Location : PATNA(BIHAR)
• Period : MAY JULY(8 WEEKS)
• Purpose of the study : MARKET SURVEY TO
STUDY THE CONSUMER DURABLES FOR ONIDA
IN PATNA REGION
 SCOPE OF THE PROJECT

My job included while visiting the shops was to

• Calculate the display share of ONIDA products in every
shop which comes under Patna region.
• Collect the data of actual monthly sale of ONIDA
products in every shop.
• Check the availability of ONIDA catalogue in the store.
• Find out the problems that the dealer are facing while
selling ONIDA products.
• Find out the customer response for ONIDA products by
interviewing the owner of the shop.
 OBJECTIVE OF THE STUDY

• To give practical knowledge to bridge the gap between

theory and practices in the market.
• To study the buying motive of a consumer while
purchasing a consumer durable product.
• What is the perception of consumer about the brand
‘ONIDA’?
• To know about the various factors affecting the
purchase decision of consumers for consumer durables.
• To offer suggestions to the company in improving its
sales and other services.
 RESEARCH METHODOLOGY

Primary data: For primary data collection, we have

to plan the following four important aspects.
• Sampling
• Research Instrument
• Secondary Data - The Company’s profile,
journals and various literature studies are
important sources of secondary data.
• Data analysis and interpretation
 CONTD.
• Questionnaire:
This is the most popular tool for the data collection. A questionnaire contains question that the
researcher wishes to ask his respondents which is always guided by the objective of the survey.
 
• Preparation of report:
The report was based on the analysis and presented with the findings and suggestions. The sample
of the questionnaires is attached with the report itself.
 
• Sampling Methodology:
Details of the sampling methodology, I have made questionnaire. Some important distributors and
retailers (randomly chosen among them but mostly with good business records and at main
markets) were interviewed and on the basis of their feedback the report is analyzed.
 
• Sample unit
Distributors & Retailers
 
 ANALYSIS OF SAMPLE SURVEY

Q. Which consumer durable do you have and of

which brand?
Q. Which brand has more demand in overall consumer durable products?

10
9
8
7
6
5
4
3
2
1
0
LG
O nida
Videocon
S amsang
S ony
Any
O ther
Q. Is pricing an important factor for consumer in consumer durable products?

20

18

16

14

12

10

0
Yes
No
Sometime
Q. Does the availability of brand affect the consumer purchasing decision?

20
18
16
14
12
10
8
6
4
2
0
Yes
No
Sometime
 Q. In present scenario, which one of the following is the most
important factor, which affects the consumer purchasing decision?

16

14

12

10

0
Price
Quality
Availability
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 FINDINGS:

• By calculating the display share we found that in most of store

ONIDA has 50% display share almost all categories.
• By the actual monthly sale of particular store we came to know
the capacity of the store and how much product can they sale.
• It helps us to know that weather dealer is capable of being a
direct dealer of ONIDA or not and it also helps to find out the
new dealer who are capable of being the dealer of ONIDA.
• We also came to know while visiting the shops that there was a
big problem of after sale service.
• For people who are willing to change their appliances or
durables don’t have ONIDA in their priorities or preferences.
 CONTD.
• The Availability of the product should be ensured by the
company on time.
• The Brand image and quality is good, but can be improved
more.
• Company should focus on the sales of 20” & 21” television.
• The company should advertise on T.V. more.
• The company should facilitate consumer to buy CTV and
consumer durable products in cash with some discount.
• The company should work on, strategies to improve the
consumer perception of Onida product.
 RECOMMENDATIONS
 

• The first suggestion given to the company is to increase the awareness of the
range of Onida CTV and consumer durable products through advertising and
promotions.
• The company should improve the criteria of distribution of products and parts.
• The company should try to attract the consumer by allowing some cash
discount on every purchase.
• The company should announce the bonus to the retailers on the sale of large
no. of CTV and consumer durable product.
• The most important suggestion to company is that it should try to improve
their after sales service. However most of the consumers have complained
about after sales service that company do not give proper service.
• Company should try to increase their specific retailers who will sell only Onida
with their full dedication, and company should think about their profit margin
also.
THANK YOU!!!!