ANCHOR FANS

CONSUMER BUYING BEHAVIOUR

Submitted By,

Eti Ware

Ajeet Yadav

K.Abhishek

COMPANY PROFILE It was established in 1963.

Its Managing Director is Kiyoshi Otaki.

Its Joint MD is Dinesh Aggarwal.

Anchor [Panasonic] is the 2nd largest manufacturer in World comprised of 578 companies.

Its new manufacturing unit has been built at Daman, India.

RESEARCH METHODOLOGY

Sampling Data : Random Sampling

Research Tool : Survey monkey

Questionnaire.

Research Area : Online

PRODUCT PROFILE

• Anchor fans are of different sizes and colors.

• New designs helps to increase performance.

• Anchor fans are super energy-efficient using Panasonic’s technological expertise.

• Its other products are wires & cables, lamps, switches, lighting etc.

DATA ANALYSIS AND INTERPRETATION

DEMOGRAPHIC DATA

0

10

20

30

40

50

60

70

80

90

100

20-40 40-60 60 andabove

98.4%

0%1.96%

20000-50000

50000-75000

75000ANDABOVE

75%

15.63%9.38%

profession

housewife

student

76.47%

21.57%

1.96%

AGE

INCOME

CATEGORY

Sales

1st Qtr

2nd Qtr

3rd Qtr

4th Qtr

TYPES OF FANS

ceiling fan

table fan

wall fan

84.31%

9.80% 5.88%

0 1 2 3 4 5 6

LOW COST

BRAND

SPACE SAVING

PERFORMANCE

POWER CONSUMPTION

Series 3

Series 2

Series 1

FACTORS CONSIDERED WHEN BUYING FAN

Brand

Price

Service

Durability

43.14%

25.49%

25.49%

5.88%

Sales

1st Qtr

2nd Qtr

3rd Qtr

4th Qtr

AVAILABILITY

wholesaler

retail store

others70.59%

23.53%

5.88%

Sales

1st Qtr

2nd Qtr

3rd Qtr

4th Qtr

1-3YR

3-5 YR

5-10YR

38%

16%

46%

HOW FREQUENTLY YOU CHANGE YOUR ANCHOR FAN?

Sales

1st Qtr

2nd Qtr

3rd Qtr

IMPORTANCE TO WARRANTY PERIOD

Very imp.

imp.

neutral

74.51%

21.57%

3.92%

Sales

1st Qtr

2nd Qtr

3rd Qtr

4th Qtr

Brand image

YES

NO86%

14%

Alternative to anchor fan

bajaj

khaitan

usha

others

50%40%

8%

2%

FINDINGS & CONCLUSIONS

• 50% people had given feedback that it is already a high quality product.

• 10% people think that Anchor should improve their designs & colors of Fans.

• The company has become a generic brand to its product class category.

• It is high on customer recall.