“A STUDY ON CUSTOMER BRAND

PERCEPTION AND BUYING BEHAVIOUR

TOWARDS KUTCHINA PRODUCTS AND

ITS MODULAR KITCHEN”

Name : Prasanta Pera

Regd No: 1306258052

BIITM COLLEGE

Bhubaneswar

COMPANY PROFLE:

BAPL is an ISO 9001:2008, TUV certified company with accreditations from German

research organizations. Since the year 2000, BAPL has changed the way India cooks by

introducing revolutionary technologies and aesthetic designs in the areas of Kitchen

appliances which include electric chimneys, electric hobs, gas stoves, water purifiers and

other associated products.

Identifying the need for a complete package of Kitchen solutions, we at Kutchina have

made dedicated efforts to understand the requirements of the Indian homemaker. West

Bengal was the first state in the country to experience the modern Indian Kitchen in the

year 2000. Chimneys equipped with the latest auto-clean technology were for the first

time introduced in India by us.

CUSTOMER:Product:•Company offers various products likes, chimneys, cooktops, Hobs, water purifier, dish

washer, built-in-oven, induction, and special segment s modular kitchen.

Customer profile:•Every customer can afford the appliances part.

•But in modular kitchen due to its pricing factor a special income group can afford this

segment.

Aspects:•Status factor.

•For attractive styles and designs, now a days more customers are interested to do modular

kitchens.

Segmentation:Due to its style statement both rural and urban having adequate income are interested to do

modular kitchen.

The kitchen is no longer a place where you just cook a meal. These so-called ritual

spaces of the home are soon becoming an area of social confluence and guest

entertainment.

And kitchens no longer tell you what’s cooking, but exemplify who you are and how

you stand in the society.

As the market leader of kitchen appliances in Easter India and with a cross-country

presence, the company shares the trust and happiness of millions of families through

its innovative and quality German engineered products. Certified with ISO

9001:2008, the company was the first to launch Auto-clean chimneys, amongst

several other functional and pioneering innovations. Kutchina’s growth has been

nothing short of remarkable. No wonder, a recent consumer survey conducted by ABP

ranked at the top on brand power with an overwhelming 73% top-of-the-mind recall

Product Positioning:

(These factors are influenced for the consumer to buy the products)

•Low power consumption.

•Noise free

•Eye catching designs

•Product packaging

•24X7 customer service

Buying Pattern:

•In modular kitchen the total processing time taken from the time of beginning to

installation, it takes to 45 days or 2 months.

COMPETITORS:

The 2 major competitors of KUTCHINA are:

1) Sleek

2) Godrej

SWOT ANALYSIS:

STRENGTHS

•Efficient Marketing Network and Delivery System Available With Competitive Price.

•Production Unit Is Large. Per Month More Than 300 Kitchens Are Sold.

•24X7 Customer Service Is Available.

•Three Time Free Service Warranty.

•Kitchens Combine Quality with Competitive Costs, Durability with Innovation, Style and

Substance.

WEAKNESS

•Less Market Share But Better Than Other Competitors.

•Projected value shows high but after completion customer satisfaction is more.

•Kutchina gives 5 years warranty on total kitchen whereas other companies gives 15 years

warranty on other hardware items.

OPPORTUNITIES

•Due To Shortfall Of Time; People Are No More Interested Towards Carpenter Made

Kitchen Rather They Are Focusing More in Branded Company Offering Modular Kitchen.

•Blend of quality and perfection what makes kutchina status symbol.

•The secret way well organized kitchen is proper planning with the new way of kitchen

solutions.

•A well organised6 kitchen makes cooking fast and easy.

•Now days for style statement and business expansion more companies are interested to

enter modular kitchen segment.

THREATS

•New Beginners of Local Brands Entering Into the Market with Low Price Margin.

•Rivalry of New Entrants.

•Going For Growth Means Taking On Risk.

•Threats from Competitors and Substitutes.

RESEARCH METHODOLOGY:

Sampling Techniques :Convenience sampling is technique

Type of research

Descriptive type research has used to complete the project. This research is based

on fact finding enquires and the variables are totally independent and

uncontrollable.

Data collection:Primary Data

Primary data of research are collected from direct resources (customer of kutchina)

through questionnaire.

Secondary Data

Secondary Data which are used for research to know the history scope of kitchen

industries are collected from already available resources like net and other sources

Sampling techniqueRandom sampling is used for research project. I have given equal weight ages to

my all respondent and chose them randomly without any biased like age, income,

using of kitchen appliances.

.

Data analysis technique and tools

Descriptive statistics using excel & SPSS

Sample Unit:

The respondents who were asked to fill out the questionnaire are the sampling

units. These comprise of Housewives ,Government employees, businessman,

bachelors, etc.

Sample Size:

Sampling size involved in the survey is 100. The required data is collected

through questionnaire.

Sampling Area:

I had collected my data from the Bhubaneswar region.

Family Member

Family member

Frequency Percent Valid Percent Cumulative Percent

Valid 0-2 11 11.0 11.0 11.0

2-3 23 23.0 23.0 34.0

3-4 31 31.0 31.0 65.0

above4 35 35.0 35.0 100.0

Total 100 100.0 100.0

Own house/rented:

In the above figure and table it is evident that 46 of our respondents are belongs to

male group and other 13 are females

House

Frequency Percent Valid Percent

Cumulative

Percent

Valid Ownhouse 57 57.0 57.0 57.0

Rented 43 43.0 43.0 100.0

Total 100 100.0 100.0

Income group:

Income group

Frequency Percent Valid Percent

Cumulative

Percent

Valid 1lakh-5lakh 76 76.0 76.0 76.0

6-8lakh 18 18.0 18.0 94.0

above8lakh 6 6.0 6.0 100.0

Total 100 100.0 100.0

Awareness of Brand

aware

Frequency Percent Valid Percent

Cumulative

Percent

Valid yes 87 87.0 87.0 87.0

no 13 13.0 13.0 100.0

Total100 100.0 100.0

Where do you come to know

Came to know

Frequency Percent Valid Percent

Cumulative

Percent

Valid Print media 15 15.0 15.0 15.0

Electronics

media28 28.0 28.0 43.0

friends/relatives 37 37.0 37.0 80.0

Hoardings 9 9.0 9.0 89.0

Others 11 11.0 11.0 100.0

Total 100 100.0 100.0

First company

Frequency Percent Valid Percent

Cumulative

Percent

Valid kutchina 58 58.0 58.0 58.0

Sleek 11 11.0 11.0 69.0

Godrej 22 22.0 22.0 91.0

Gilma 9 9.0 9.0 100.0

Total 100 100.0 100.0

Which company first comes to your mind

Are you using any kutchina product

Using any Kutchina product

Frequency Percent Valid Percent

Cumulative

Percent

Valid yes23 23.0 23.0 23.0

no77 77.0 77.0 100.0

Total100 100.0 100.0

What product

Frequency Percent Valid Percent

Cumulative

Percent

Valid Water purifier 8 8.0 8.0 8.0

kitchen

chimney12 12.0 12.0 20.0

modular kitchen 8 8.0 8.0 28.0

induction

cooker10 10.0 10.0 38.0

Noneofthese 62 62.0 62.0 100.0

Total 100 100.0 100.0

Which product are you using of the company

What type of kitchen do you have

Kind of kitchen

Frequency Percent Valid Percent

Cumulative

Percent

Valid modular kitchen 18 18.0 18.0 18.0

Non modular

kitchen82 82.0 82.0 100.0

Total 100 100.0 100.0

Future kitchen

Frequency Percent Valid Percent

Cumulative

Percent

Valid yes58 58.0 58.0 58.0

no42 42.0 42.0 100.0

Total100 100.0 100.0

Are you interest to make modular kitchen in future

FINDINGS :

The data collected through questionnaire, personal interaction and telephonic interview with the

people, I found some critical points which I am going to mention below.

There are various factors that influence the purchase decision of a customer. These factors can

be grouped as brand, price, durability etc. Customers try to purchase and maintain a variety of

products that satisfy their current and future needs.

87% of customers are aware about kutchina and its product whereas 13% are not aware of it.

It states that 37% of people know about kutchina through friends & relatives and 9% through

hoardings.

It states that customer’s first preference for modular kitchen is Kutchina i.e. 58% and last

preference is gilma i.e. 9%.

It states that 23% customers are using kutchina products and 77% are not using.

It states that 62% customers are not using any product of kutchina and only 12% are using

kutchina kitchen chimneys.

It states that 58% customers are interested in making modular kitchen in future and rest 42%

are not interested.

THANK YOU