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Transcript of Gwhirlpool Project 5th Sem
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SUMMER TRAINING REPORT
ON
CUSTOMER SATISFACTION
AT WHIRLPOOL
A Project Report submitted inA Project Report submitted in
partial fulfillment of the requirements forpartial fulfillment of the requirements for
BACHELOR OF BUSINESS ADMINISTRATIONBACHELOR OF BUSINESS ADMINISTRATION
ofof
GURU GOBIND SINGH INDRAPRASTHA UNIVERSITYGURU GOBIND SINGH INDRAPRASTHA UNIVERSITY
(SESSION 2010 2013)(SESSION 2010 2013)
SSubmitted by Under the Guidanceubmitted by Under the Guidance of:of:
Girish Nailwal Ms. Talvinder KaurGirish Nailwal Ms. Talvinder Kaur
RollNo:02250601710RollNo:02250601710 (ProjectGuide)(ProjectGuide)
BBA V Semester
NEW DELHI INSTITUTE OF MANAGEMENTNEW DELHI INSTITUTE OF MANAGEMENT
61, Tughalakabad Institutional Area, New Delhi 62
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Telephone: 29962605,606 Fax: 29956304
TABLE OF CONTENTS
TABLE OF CONTENTSS.NO. CONTENTS PAGE
NO.
ACKNOWLEDGEMENT 5
CERTIFICATE 6
EXECUTIVE SUMMARY 7
1 INTRODUCTION 8
1.1 Objective of the study 8
1.2 Scope of the study 9
1.3 Significance of study 9
1.4 limitations 9
2RESEARESEARCH METHODOLOGY 11
2.1 Universe 11
2.2 Sample size and sampling technique 11
2.3 Tools used for data collection 12
2.4 Procedure for data collection 12
2.5 Data presentation tools used 12
3 COMPANY PROFILE WHIRLPOOL 13
3.1 Company profile 13
3.2 Whirlpool mission 20
4 INTRODUCTION TO CUSTOMER SATISFACTION 25
4.1 Concept of customer satisfaction 25
4.2 Purpose of customer satisfaction 26
4.3 Construction of customer satisfaction 27
5 JOB DISCRIPTION 30
5.1 Students work profile 30
5.2 Key learning 30
6 DATA ANALYSIS 32
6.1 SWOT analysis 32
6.2 Findings based on questionnaire responses 34
7 CONCLUSION AND RECOMMENDATION 43
7.1 Conclusion 43
7.2 Recommendation 43
8 ANNEXURE 45
9 QUESTIONNARE 46
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LIST OF TABLES
TABLE NO. TABLE NAME PAGE NO.
Table no. 6.1 Purchase of whirlpoolconsumer durable
33
Table no. 6.2 Influencing parameter 34
Table no. 6.3 Preference of buyingwhirlpool consumerdurables
35
Table no. 6.4 Preference of buying 37
Table no. 6.5 Frequency of changingwhirlpool products
38
Table no. 6.6 Financing scheme topurchase whirlpool product
39
Table no. 6.7 Warranty period of whirlpool products
40
Table no. 6.8 Whirlpool product partsunder warranty
41
Table no. 6.9 After sales service 42
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LIST OF FIGURES
FIGURE NO. FIGURE NAME PAGE NO.
Table no. 6.1 Purchase of whirlpoolconsumer durable
33
Table no. 6.2 Influencing parameter 34
Table no. 6.3 Preference of buyingwhirlpool consumerdurables
35
Table no. 6.4 Preference of buying 37
Table no. 6.5 Frequency of changingwhirlpool products
38
Table no. 6.6 Financing scheme topurchase whirlpool product
39
Table no. 6.7 Warranty period of whirlpool products
40
Table no. 6.8 Whirlpool product partsunder warranty
41
Table no. 6.9 After sales service 42
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ACKNOWLEDGEMENT
This study would not have been possible without the cooperation of andgenerous help from a number of people. While it may not be possible for
me to express my gratitude to all of them individually, I wish to place on
my record my appreciation to them for all the help they extended to me
during the project.
I am extremely thankful to Ms. Talvinder KaurMs. Talvinder Kaur for her support and
guidance to complete this project.
I am thankful to some of the officers at Whirlpool for sharing with me a lot
of valuable needed information.
The report was completed successfully because of the grace of the god and
the blessings of my parents.
Girish NailwalGirish Nailwal
0225060171002250601710
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CERTIFICATE
This is to certify that Student Name student of NEW DELHI
INSTITUTE OF MANAGEMENT has successfully completed
his summer training report on Customer Satisfaction at
Whirlpool is a original study done by him under my guidance
and supervision. This project has been completed to my
satisfaction.
Ms. Talvinder KaurMs. Talvinder Kaur
(PROJECT GUIDE)
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EXECUTIVE SUMMARY
The main aim of marketing is meeting and satisfy target. Customers need and wants
buyer behavior refers to the peoples or organization conduct activities and together with
the impact of various influences on them towards making decision on purchase of
product and service in a market. The field of consumer behavior studies how
individuals, groups and organization select, buy, use and dispose of goods, service,
ideas, or experience to satisfy their needs and desires understanding consumer behavior
and knowing customer are never simple. The wealth of products and service produced
in a country make our economy strong. The behavior of human being during the
purchase is being termed as Buyer Behavior. Customer says one thing but do another.
They may not be in touch with their deeper motivations. They are responding to
Influences that change their mind at the last minute. A buyer makes take a decision
whether save or spend the money.
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CHAPTER 1
INTRODUCTION
In general satisfaction is a person's feelings ofpleasure or disappointment resulting
from comparing a products perceived performance relation to his/her expectations. If
the performance falls short ofexpectation, the customer is dissatisfied. If the
performance matches the expectation customer is satisfied. If the performance exceeds
the expectation the customer is highly satisfied. Customer satisfaction cannot be very
difficult.
Customer satisfaction is a marketing tool and a definite value added benefit. It is often
perceived by customers as important as the primary productor service your organization
offers. It looks at what is involved from 3 different angles, the first is from the view of
an organization wishing to understand, and measures, how satisfied its customer are
with the products and services they receive from it. The second is from the perspective
of are search agency that has been asked to obtain feedback from customers and about
their experiences when dealing with companies. Finally it considers the issue fromthe perspective ofconsumers who participate in surveys, including both business
customers and members of general public.
.
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1.2 Objectives of the Study
The study focus Whirlpool and its competitors
The study reflects the various marketing strategies adopted by Whirlpool.
To study the brand image of WHIRLPOOL INDIA LTD.
Proper understanding of promotional tools prevailing in the company.
To assess the customer satisfaction level
To suggest the ways to promote WHIRLPOOL INDIA LTD.
To know strength, weakness, opportunities and threat of WHIRLPOOL INDIA
LTD
The objectives of study is to gain knowledge about the marketing mix offeredby the company
1.3 Scope of the Study
This study focuses on overall industry.
This study is to gain knowledge about the company.
This study has an overview of Whirlpool Company or organization.
This study focuses on Whirlpool and its competitors.
This study gives information about the competitors in the industry
1.4 Significance of the Study
Since we did not had the privilege to work on a large scale, so many finding and
recommendations may not be as much in tune with their ground realities as may
be considered desirable.
Getting accurate responses from the respondents due to their inherent problems
were difficult. They were partial, and refused to cooperate.
Last but not the least, the time constraint faced in the project might haveaffected the comprehensiveness of its findings
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1.5 Limitations
The chance of biased response cannot be eliminated though all necessary steps were
taken to avoid the same.
The time constraints faced in the project might have affected the comprehensiveness
of its findings.
The respondents would not have divulged all the information needed because of
some of its company policies.
The source of data for the study was primary data with the help of self-administered
questionnaire. Hence, the chances of unbiased information are less.
The analysis is purely on the basis of the secondary data, hence it may suffer from
accurate statistics and may have the limitation due to the absence of first hand
information.
The other major limitation was of time and non-availability of the concerned
persons at times.
The data taken from the secondary source like internet, newspaper, books may lack
some proper explanation or may be not correctly interpreted.
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CHAPTER 2
RESEARCH METHODOLOGY
Research simply means a search for facts answers to questions and solution to
problems. It seeks to find explanations to unexplained phenomena, to clarify the
doubtful propositions and to correct the misconceived facts. Research is the systematic
activity to achieve the truth. Research includes the procedure of collecting data,
analyzing the data and finding the conclusion or truth.
The Encyclopedia of social sciences, defined research as The manipulation of
generalizing, extending, correcting or verifying knowledge Research is considered
to be more objective, methodical, well-determined process of investigation. According
to Clifford Woody, Research comprises defining and redefining problems,
formulating hypothesis or suggested solutions; collecting, organizing and evaluating
data; making deductions and reaching conclusions; and at last carefully testing the
conclusions to determine whether they fit the formulating hypothesis.
The purpose of research is to seek answers to problems through the application of
scientific methodology, which guarantees that the information is reliable and unbiased.
2.1 Universe
All items in any field of enquiry constitute a Universe or Population. A complete
enumeration of all items in the population is known as a census enquiry. The universe
includes all the customers who buy consumer durables
2.2 Sample size and sampling technique
For the purpose of this study a sample of 100 customers who buy consumer durables of
whirlpool were selected. A questionnaire having questions was administered to them to
ask about the level of satisfaction after using whirlpool products.
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TYPE OF RESEARCH Descriptive Research
SAMPLE UNIT 100 customers who bought the products of
whirlpool.
SAMPLE SIZE 100 customers
TYPE OF QUESTION Close ended & open-Ended
TYPE OF QUESTIONNAIRE Structured and non Disguised
2.3 Tools Used For Data Collection
Primary data collected through questionnaires and informal interviews.
Secondary data collected through magazines, journals, websites, and other
corporate publications.
2.4 Procedure for Data Collection
Visiting the various organizations, libraries, internet and also preparation of thequestionnaire with the help of the project guide.
Communication, asking questions and receiving a response in person.
2.5 Data Presentation Tools Used
Pie Charts
Bar diagrams
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CHAPTER 3
COMPANY PROFILE - Whirlpool
3.1 COMPANY PROFILE
Whirlpool of India Ltd is a leading manufacturer of home appliances. The company is
primarily engaged in manufacturing and trading of Refrigerators, Washing Machines,
Air Conditioners, Microwave Ovens and small appliances and caters to both domestic
and international markets. They also provide services in the area of product
development, information technology, accounting and procurement services to
Whirlpool Corporation, USA and other group companies. The company owns three
state-of-the-art manufacturing facilities at Faridabad, Pondicherry and Pune. Each of
these manufacturing set-ups features an infrastructure that is witness of Whirlpool's
commitment to consumer interests and advanced technology. The company exports
their product to Russia and East European countries and exports small appliances to the
USA under the Kitchen Aid brand. Whirlpool of India Ltd was incorporated in the year1960 as Kelvinator of India Ltd. The company was formed in collaboration with
Kelvinator International Corporation, USA for the manufacture of refrigerators
compressors and allied products. In the year 1974, they established a factory for the
manufacture of electrical grade stampings in collaboration with Thermal Refrigeration
Ltd, UK. In the year 1975, the company established a modern tool room for the
manufacture of tools dies jigs and fixtures. In the year 1976, they established a factory
for the manufacture of electromechanical cash registers in collaboration with Gross
Cash Registers Ltd, UK. Aravalli Svachalit Vahan Ltd, a sick unit at Alwar merged
with the company with effect from May 26, 1982. In the year 1985, the company
entered into a collaboration agreement with White Consolidated Industries Inc, USA for
the manufacture of washing machines. In the year 1986, they introduced a 300-litre 2-
door refrigerator for the lower and middle class consumers. In addition, they introduced
a single speed (VIP-1) and 3-speed kick-start (VIP-3) along with two new models of
cash registers. In the year 1993, the company entered into a tie-up with Whirlpool
Corporation USA whereby Whirlpool contracted to purchase from White Consolidated
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Industries Inc, USA. Also, Expo Machinery Ltd, a wholly owned subsidiary merged
with the company. In November 1995, the Whirlpool brand was launched along with a
new 310-litre refrigerator. In the year 1996, Whirlpool Washing Machines Ltd merged
with the Kelvinator India Ltd and the company changed their name from Kelvinator of
India Ltd to Whirlpool of India Ltd. The Pondicherry washer unit introduced a re-styled
version of a fully Automatic Washing machine and a 3.5 Kg Twin-tub machine under
the Whirlpool brand. In the year 1997, the company signed an MoU with Intrinsic
Automation System Pvt Ltd for the hiving off their electronic cash register division.
They launched a venture consumer finance company in association with Apple
Industries. In the year 1998, the company launched range of state of the art non-CFC
frost-free refrigerators. In September 1998, Whirlpool Financial India Pvt Ltd another
group company of whirlpool Corporation and a wholly owned subsidiary of Whirlpool
Financial Mauritius Ltd merged with the company. In the year 2000, the company
expanded their product range by launching Airconditioners and Microwave Ovens for
the first time. In the year 2001, they launched an indigenously developed Coffee
Grinder, Bag Dryer and Voltage Stabilizer. In the year 2002, they launched Magic Cool
series of Airconditioners, both Windows and Split type. During the year 2003-04, the
company won a major order for Manufacturing and Export of Portable Home
Appliances for the US market under the prestigious 'KitchenAid' brand. The company
converted a part of the Pondicherry facility into an Export Oriented Unit to maximize
the benefits and promote further exports. In December 2003, they launched a new range
of Fully Automatic Washing Machines. In May 2004, the company launched new
refrigerators in the 'ice magic frost-free range'. They entered into a distribution tie up
with Faber India during the year. In April 2005, the company launched 'Genius' a direct
cool refrigerator of 180 litres and premium range of window air-conditioners, namely
'MagicCool'. They also launched new Iceberg refrigerators during the year. During the
year 2005-06, the company opened four new call centres in B class towns & non-metro
cities to facilitate easy consumer access. In addition, as a part of the process innovation
initiative, 'Hotlines' were installed in key trade partners? locations to provide direct link
to the call centres and service partners. During the year 2006-07, the company launched
two new refrigerators, Whirlpool Delight in low capacity Frost Free and Fusion in high
capacity Direct Cool. In April 2006, the company launched a Washing Machine -
Splash, which is Fully Automatic Top Load. In September 2006, they launched Sparkle
and Verve in the Semi Automatic Washing Machine segment and Sensation Classic in
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Fully Automatic Front Load. In addition, they launched a Microwave (Jet Chef) during
the year. During the year 2007-08, the company introduced Whirlpool Microwave
Ovens with sixth sense technology. They also launched Power Inverters during the year.
In July 2007, the company introduced a stylish and highly featured range of Built-In
appliances, imported from Whirlpool Europe. In January 2008, they introduced
Whirlpool Purafresh, a range of Water Purifiers throughout the country. The company
was also awarded the NDTV Profit Business and Leadership Award 2008 for 'The Best
Consumer Durables Company' as an industry leader. In April-May 2008, the entire
range in Direct Cool was refreshed with the re-launch of Genius and Fusion brands. In
October 2008, the Direct Cool range was augmented with the launch of Fusion 180-
litre, the first product in the entry level to have a frost control feature. In January 2009,
they launched a completely new range of fully automatic top load and front load
washing machines, including the high capacity models, under White Magic and
Professional brands. The semi-automatic ranges were also augmented with a 'plastic
cabinet' washing machines.
.
Whirlpool Corporation entered India in the late 80s and today has grown to become
one of the leading manufacturers and marketers of major home appliances in India.
Whirlpool Corporation entered into a joint venture agreement with TVS group to
produce automatic washers at a plant set up in Pondicherry. A modest beginning was
made to establish the Whirlpool brand in India. In 1995 Whirlpool Corporation
acquired Kelvinator of India Limited and entered into the Refrigerator market in India.
In late 1995 majority ownership was gained in the TVS joint venture and the two
entities were merged to form Whirlpool of India Limited in 1996.
Whirlpool Corporation is a global manufacturer and marketer of major home
appliances. The company manufactures in 13 countries and markets products in
approximately 170 countries under 11 major brand names such as Whirlpool, Maytag
Kitchen Aid, Roper, Estate, Bauknecht, Laden and Ignis
Whirlpools commitment to the Indian operation has resulted in the setting up of a state-
of-the-art facility for the manufacture of no frost refrigerators at Ranjangaon near Pune.
This facility has set the standards as one of the worlds front runners in environmentally
sensitive eco-friendly manufacturing units.
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Whirlpool has the distinction of having ISO certification for all its facilities in India.
The refrigerator facility is located at Faridabad and manufactures a complete range of
direct cool refrigerators. With the infusion of technology, machinery and streamlining
the processes the capacity of this plant was increased from 700,000 to 1,000,000
annually.
The washer facility is located at Pondicherry and manufactures both fully automatic and
semi automatic washers. Constant feedback is taken from the consumers resulting in
products being continuously upgrade in features and in styling.
Products manufactured in the above facilities match Whirlpools global standards and
are exported to over 70 countries across the globe. Whirlpool of India is today Indias
largest exporter of home appliance and has been approved as an Export House.
PROFILE OF COMPANY
Whirlpool is a swirling body ofwaterusually produced
by oceantides. The vast majority of whirlpools are not very powerful. More powerful
ones are more properly termed maelstroms.Vortex is the proper term for any
whirlpool that has adowndraft.
Whirlpool, right from its inception in 1911 as first commercial manufacturer of
motorized washers to the current market position of being worlds number one
manufacturer and marketer of major home appliances, has always set industry
milestones and benchmarks. The parent company (Whirlpool Corporation) is
headquartered at Benton Harbor, Michigan, USA with a global presence in over 170
countries and manufacturing operation in 13 countries with 11 major brand names such
as Whirlpool, KitchenAid, Roper, Estate, Bauknecht, Laden and Ignis. The company
boasts of resources and capabilities beyond achievable feat of any other in the industry.
Whirlpool Corporation (NYSE: WHR) is a Fortune 500 company and a global
manufacturer and marketer of major home appliances,with annual sales of
approximately $18 billion, more than 73,000 employees, and more than 70
16
http://en.wikipedia.org/wiki/Waterhttp://en.wikipedia.org/wiki/Tideshttp://en.wikipedia.org/wiki/Tideshttp://en.wikipedia.org/wiki/Maelstromhttp://en.wikipedia.org/wiki/Maelstromhttp://en.wikipedia.org/wiki/Vortexhttp://en.wikipedia.org/wiki/Downdrafthttp://en.wikipedia.org/wiki/Downdrafthttp://en.wikipedia.org/wiki/Tideshttp://en.wikipedia.org/wiki/Maelstromhttp://en.wikipedia.org/wiki/Vortexhttp://en.wikipedia.org/wiki/Downdrafthttp://en.wikipedia.org/wiki/Water -
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manufacturing and technology research centers around the world. After acquiring the
Maytag Corporation on March 31, 2006, Whirlpool Corporation became the largest
home appliance maker in the world.
Whirlpool initiated its international expansion in 1958 by entering Brazil. However, it
emerged as truly global leader in the 1980s. This encouraging trend brought the
company to India in the late 1980s. It forayed into the market under a joint venture with
TVS group and established the first Whirlpool manufacturing facility in Pondicherry.
Soon Whirlpool acquired Kelvinator India Limited in 1995 and marked an entry into
Indian refrigerator market as well.
The same year also saw acquisition of major share in TVS joint venture and later in
1996, Kelvinator and TVS acquisitions were merged to create Indian home appliance
leader of the future, Whirlpool India. This expanded the companys portfolio in the
Indian subcontinent to washing machines, refrigerator, microwave ovens and air
conditioners.
Today, Whirlpool is the most recognized brand in home appliances in India and holds a
market share of over 25%. The company owns three state-of-the-art manufacturing
facilities at Faridabad, Pondicherry and Pune. Each of these manufacturing set-ups
features an infrastructure that is witness of Whirlpools commitment to consumer
interests and advanced technology.
In the year ending in March 06, the annual turnover of the company for its Indian
enterprise was Rs.1,375 Crores. According to IMRB surveys Whirlpool enjoys the
status of the single largest refrigerator and second largest washing machine brand in
India.
The companys brand and image speaks of its commitment to the homemaker from
every aspect of its functioning. It has derived its functioning principles out of an
undaunted partnership with the homemakers and thus a slogan of You and whirlpool,
the worlds best homemaker dots its promotional campaigns.
Whirlpool has the distinction of having ISO certification for all its facilities in India.
The refrigerator facility is located at Faridabad and manufactures a complete range of
direct cool refrigerators. With the infusion of technology, machinery and streamlining
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the processes the capacity of this plant was increased from 700,000 to 1,000,000
annually.
Whirlpools commitment to the Indian operation has resulted in the setting up of a state-
of-the-art facility for the manufacture of no frost refrigerators at Ranjangaon near Pune.
This facility has set the standards as one of the worlds front runners in environmentally
sensitive eco-friendly manufacturing units.
The washer facility is located at Pondicherry and manufactures both fully automatic and
semi automatic washers. Constant feedback is taken from the consumers resulting in
products being continuously upgrade in features and in styling.
Products manufactured in the above facilities match Whirlpools global standards and
are exported to over 70 countries across the globe. Whirlpool of India is today Indias
largest exporter of home appliance and has been approved as an Export House.
Design Engineering is being developed as a core competency for Whirlpool of India. A
step in the direction has resulted in the setting up of Regional Technology Centres at
Pune focussing on refrigerators and at Pondicherry for washers. This will provide WOI
with a competitive edge in speedy customisation of products suited to consumer needs.
In the second phase of developing this core competency Whirlpool set up a Global
Technology Centre at Pune in 2002 to provide design support for the global
organisation. A design and development centre for Whirlpools global small appliances
brand Kitchenaid has also been set up at Pondicherry. The already strong manufacturing
and technology infrastructure was augmented by the establishment of a Global
Consumer Design centre for Asia in New Delhi in 2005
Whirlpool Indias products range from Refrigerators, Washing Machines, 100% Dryers,
Air conditioners, Oil Filled Heaters, Microwave Ovens, Purafresh RO Range, to Home
UPS Systems.
Thus, in short the history of the company can be stated as below:
1908: The first Automatic washer was launched to public in late 1908, by 1900
Corporation which in 1911 was renamed to Upton Machine Company.
1957: The Company was rechristened as ' The Whirlpool Corporation.'
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1958: The Company moved out of country for the first time and invested in Brazilian
appliance market through purchase of equity in Multibras S.A.
1987: Whirlpool tied-up with Sundaram Clayton Ltd. of India to form Whirlpool Ltd.
1993: First time Whirlpool became the No.1 stand-alone brand in UK, Ireland,
Netherlands and Belgium
1995: Whirlpool Corp. acquired majority of stake in the TVS Whirlpool Ltd. The DC
manufacturing facility of Kelvinator India was also acquired.
1996: Whirlpool Washing Machines Ltd. and Kelvinator India Ltd. merged together to
form Whirlpool of India Ltd
1999: Whirlpool of India crossed the milestone of 1 million sales of appliances.
2006: Whirlpool Corporation acquires Maytag and become the Worlds largest white
goods company.
2007: Received the 2007 Cause Marketing Golden Halo Award for Business, America's
highest honor for companies and organizations that give back to the community through
creative and effective cause marketing campaigns
2008: Named one of the 2008 Worlds Most Ethical Companies by Ethisphere
magazine
2008: Whirlpool OF India was awarded the NDTV Profit Business & Leadership
Award 2008 for The Best Consumer Durables Company
2009: Whirlpool was voted Product of the Year and received the award for the 'Best
Innovative Product' in the popular refrigerators category. This was based on 40,000
consumers across 36 towns in India voting Whirlpool Frost Free Refrigerators with 6th
sense as the Best Innovation in the Popular Refrigerator Category.
2009: Named one of the 100 Best Corporate Citizens by Chief Responsibility Officer
(formerly Business Ethics) magazine in 2009 and from 2000-2007
2009: Hewitt Best Employers in India 2009 Study
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Whirlpool vision
Every Home Everywhere with Pride, Passion and Performance
This vision statement reinforces that every home is their domain, every
customer and customer activity is their opportunity. This vision fuels the passion that
they have for customers, pushing towards to provide innovative solutions to uniquely
meet their needs.
Pride... in work and each other
Performance... that excites and rewards global investors with superior returns
Passion... for creating unmatched customer loyalty for their brands
3.2 Whirlpool mission
Everyone, Passionately Creating Loyal Customers for Life
Whirlpool mission defines the focus and what it does differently to create value. Its a
company of people captivated with creating loyal customers. From every job, acrossevery contact, it builds unmatched customer loyaltyone customer at a time.
Whirlpool values:
The companys values are constant and define the way that all Whirlpool Corporation
employees are expected to behave and conduct business everywhere in the world.
Diversity and Inclusion It maintains the broad diversity of Whirlpool people
andideas. Diversity honors differences, while inclusion allows everyone to contribute.
Together, it creates value.
Respect Trust one another as individuals and value the capabilities and contributions
of each person.
Integrity It conducts all aspects of business honorably ever mindful of thelongtime Whirlpool Corporation belief that there is no right way to do a wrong thing.
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Teamwork It recognizes that pride results in working together to unleash everyones
potential, achieving exceptional results.
Spirit of Winning The company promotes a Whirlpool culture that enables
individuals and teams to reach and take pride in extraordinary results and further inspire
the "Spirit of Winning" in everyone.
Innovation:
Whirlpool Corporation firmly believes innovative thinking comes from
everyone, everywhere. Nearly 10 years ago, they launched a worldwide effort to instill
innovation as a core competency throughout the entire organization. Since then,
Whirlpool employees worldwide have participated in and contributed to innovation-
related activities resulting in new ideas, products and services; thus delivering real
value to consumers in ways never before seen in either the company or the home
appliance industry.
Innovation attracts consumers to the wide portfolio of brands; Whirlpool
Corporation generated more than $2.5 billion of worldwide revenue from product
innovationswell exceeding projected targets for the yearand the robust pipeline of$4.5 billion will allow for continued growth over time
Focused on embedding innovation as a core competency, Whirlpool
Corporation has made a long-standing investment to build this competency. This
investment includes redesigning business processes, training thousands of employees,
building an innovation management system and changing the culture of the company.
Promising entity of the company
Whirlpool Corporation is committed in building products that consumers around
the world can rely upon to meet their daily needs. This commitment to quality begins in
the concept stages and continues throughout the lifetime of the appliance. The result of
these efforts is a sustainable and competitive advantage for the company.
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Globally, Whirlpool Corporation manufactures products using principles of
lean manufacturing and operational excellence to ensure continuous improvement of
processes and to produce products that meet the company's high-quality standards.
At Whirlpool, there is a constant focus on seeking out new and unique ways to
improve the function, performance and sustainability of their products.
The ring of promise circling the Whirlpool Corporation logo
The ring around the whirlpool logo clearly shows how the company
encompasses with a promising nature in developing a individual customer loyalty with
its services .
CELEBRATORY ENDORSEMENT BY KAJOL & AJAY DEVGAN
Beautiful and Vivacious Kajol
Like a fresh breath, Kajol wafted into the film world
that thrived on predetermined codes of demeanor. She
carries the halo of spontaneity. Kajol swept across
millions of hearts with her energetic pace. Her
vivaciousness and frisky persona proved contagiousand singularly her own in the contemporary scene.
Kajol has made a distinctive indent into the Hindi film
industry. Though she has the girl next door image and
is not as glamorous as the others in her field, Kajol is
outstanding in her acting. The flexibility of her acting
can be seen from the various characters done by this
natural actress. She gives more attention to her acting
than the financial success of a film.
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Kajol's eventful journey from 'Bekhudi' to 'Fanaa' shows the power of her versatility,
sheer hard work and dedication towards art behind all of her roles. She doesn't give
more importance to publicity or celebrity because she believes acting is purely a
profession .
Kajol has come to stay in the industry as a mainstream actress with an inimitable
charm and liveliness coupled with the talent that renders eye-filling performances. Her
reel life image is not diverse from her real-life image. She is as outspoken and lively as
she seems in her characters in the films. Bold and beautiful-Kajol has won millions of
hearts with her impish vivacity within a short span. No wonder then that Kajol is rated
as superb among her generation of leading ladies.
On association with Whirlpool:
"Whirlpool believes in providing world-class quality to its consumers. Whirlpool is a
'Perfect partner to the demanding homemaker' of today. Whirlpool's products are
stylish, modern and contemporary with elegant looks and reflect the sense of pride
homemakers take in choosing them for their homes."
The intense emotional hero Ajay Devgan
Ajay Devgan, known more for his intense acting
abilities carved a niche for himself as an actor. Ajay
is one actor who has gained stardom on the merit of
his performances, not based on Bollywood-style
good looks. Earlier known as a dhishum dhishum
action hero, Ajay shifted his image to a romantic
lead, setting the trend with Ishq, a soft romantic
comedy paired opposite wife- Kajol. The image
became much prominent with Pyaar To Hona HiTha, bringing out his softer side. Then there was no
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looking back for Ajay. It became a habit for him to
deliver emotional roles par excellence.
Ajay was sky high with his looks, performances and the choice of films, which defined
his characters.
Ajay's popularity has increased in leaps and bounds with outstanding performances in
recent films like Gangajal, Apaharan, Omkara. Ajay is rated as one of the best actors
of the Indian cinema. Amitabh Bachchan once called Ajay Devgan the `Dark Horse' of
the film industry. Yes, the Dark Horse is now winning races with regularity, leaving
the more favored glamour breeds way behind. Ajay is most definitely one of the finest
actors we have and definitely worth applause.
On association with Whirlpool:
"Whirlpool brand has successfully emulated the dreams, aspirations and expectations
of Indian home maker through the years. It symbolizes a relationship based on
equality, love and romance, which is why I agreed to represent the brand," declares
Ajay Devgan. " We are very pleased to be associated with Whirlpool the leaders in
home appliances, he adds.
CHAPTER 4
INTRODUCTION TO CUSTOMER SATISFACTION
4.1 Concept of customer satisfaction
Customer satisfaction, a term frequently used in marketing, is a measure of how
products and services supplied by a company meet or surpass customer expectation.
Customer satisfaction is defined as "the number of customers, or percentage of total
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customers, whose reported experience with a firm, its products, or its services (ratings)
exceeds specified satisfaction goals." In a survey of nearly 200 senior marketing
managers, 71 percent responded that they found a customer satisfaction metric very
useful in managing and monitoring their businesses.
"Within organizations, customer satisfaction ratings can have powerful effects. They
focus employees on the importance of fulfilling customers expectations. Furthermore,
when these ratings dip, they warn of problems that can affect sales and profitability. . . .
These metrics quantify an important dynamic. When a brand has loyal customers, it
gains positive word-of-mouth marketing, which is both free and highly effective."
It is seen as a key performance indicator within business and is often part of a BalancedScorecard. In a competitive marketplace where businesses compete for customers,
customer satisfaction is seen as a key differentiator and increasingly has become a key
element of business strategy
Therefore, it is essential for businesses to effectively manage customer satisfaction. To
be able do this, firms need reliable and representative measures of satisfaction.
The importance of customer satisfaction diminishes when a firm has
increasedbargaining power. For example, cell phoneplan providers, such
as AT&T and Verizon, participate in an industry that is an oligopoly, where only a few
suppliers of a certain product or service exist. As such, many cell phone plan contracts
have a lot offine print with provisions that they would never get away if there were,
say, a hundred cell phone plan providers, because customer satisfaction would be way
too low, and customers would easily have the option of leaving for a better contract
offer.
"In researching satisfaction, firms generally ask customers whether their product or
service has met or exceeded expectations. Thus, expectations are a key factor behind
satisfaction. When customers have high expectations and the reality falls short, they
will be disappointed and will likely rate their experience as less than satisfying. For this
reason, a luxury resort, for example, might receive a lower satisfaction rating than a
budget moteleven though its facilities and service would be deemed superior in
'absolute' terms."
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There is a substantial body of empirical literature that establishes the benefits of
customer satisfaction for firms.
4.2 Purpose of customer satisfaction
"Customer satisfaction provides a leading indicator of consumer purchase intentions
and loyalty." "Customer satisfaction data are among the most frequently collected
indicators of market perceptions. Their principal use is twofold:"[1]
1. "Within organizations, the collection, analysis and dissemination of these data
send a message about the importance of tending to customers and ensuring that
they have a positive experience with the companys goods and services." [1]
2. "Although sales or market share can indicate how well a firm is
performing currently, satisfaction is perhaps the best indicator of how likely it is
that the firms customers will make further purchases in the future. Much
research has focused on the relationship between customer satisfaction and
retention. Studies indicate that the ramifications of satisfaction are most strongly
realized at the extremes." On a five-point scale, "individuals who rate their
satisfaction level as '5' are likely to become return customers and might even
evangelize for the firm. (A second important metric related to satisfaction is
willingness to recommend. This metric is defined as "The percentage of
surveyed customers who indicate that they would recommend a brand to
friends." When a customer is satisfied with a product, he or she might
recommend it to friends, relatives and colleagues. This can be a powerful
marketing advantage.) "Individuals who rate their satisfaction level as '1,' by
contrast, are unlikely to return. Further, they can hurt the firm by making
negative comments about it to prospective customers. Willingness to
recommend is a key metric relating to customer satisfaction."
4.3 Construction of customer satisfaction
Organizations need to retain existing customers while targeting non-
customers. Measuring customer satisfaction provides an indication of how successful
the organization is at providing products and/or services to the marketplace.
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"Customer satisfaction is measured at the individual level, but it is almost always
reported at an aggregate level. It can be, and often is, measured along various
dimensions. A hotel, for example, might ask customers to rate their experience with its
front desk and check-in service, with the room, with the amenities in the room, with the
restaurants, and so on. Additionally, in a holistic sense, the hotel might ask about
overall satisfaction 'with your stay.'"
As research on consumption experiences grows, evidence suggests that consumers
purchase goods and services for a combination of two types of benefits: hedonic and
utilitarian. Hedonic benefits are associated with the sensory and experiential attributes
of the product. Utilitarian benefits of a product are associated with the more
instrumental and functional attributes of the product (Batra and Athola 1990).
Customer satisfaction is an ambiguous and abstract concept and the actual
manifestation of the state of satisfaction will vary from person to person and
product/service to product/service. The state of satisfaction depends on a number of
both psychological and physical variables which correlate with satisfaction behaviors
such as return and recommend rate. The level of satisfaction can also vary depending on
other options the customer may have and other products against which the customer can
compare the organization's products.
Work done by Parasuraman, Zeithaml and Berry (Leonard L) between 1985 and 1988
provides the basis for the measurement of customer satisfaction with a service by using
the gap between the customer's expectation of performance and their perceived
experience of performance. This provides the measurer with a satisfaction "gap" which
is objective and quantitative in nature. Work done by Cronin and Taylor propose the
"confirmation/disconfirmation" theory of combining the "gap" described by
Parasuraman, Zeithaml and Berry as two different measures (perception and
expectation of performance) into a single measurement of performance according to
expectation.
The usual measures of customer satisfaction involve a survey with a set of statements
using a Likert Technique or scale. The customer is asked to evaluate each statement and
in term of their perception and expectation of performance of the organization being
measured. Their satisfaction is generally measured on a five-point scale.
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"Customer satisfaction data can also be collected on a 10-point scale."
"Regardless of the scale used, the objective is to measure customers perceived
satisfaction with their experience of a firms offerings." It is essential for firms to
effectively manage customer satisfaction. To be able do this, we need accurate
measurement of satisfaction.
Good quality measures need to have high satisfaction loadings, good reliability, and low
error variances. In an empirical study comparing commonly used satisfaction measuresit was found that two multi-item semantic differential scales performed best across both
hedonic and utilitarian service consumption contexts. According to studies by Wirtz &
Lee (2003), they identified a six-item 7-point semantic differential scale (e.g., Oliver
and Swan 1983), which is a six-item 7-point bipolar scale, that consistently performed
best across both hedonic and utilitarian services. It loaded most highly on satisfaction,
had the highest item reliability, and had by far the lowest error variance across both
studies. In the study, the six items asked respondents evaluation of their most recent
experience with ATM services and ice cream restaurant, along seven points within
these six items: please me to displeased me, contented with to disgusted with, very
satisfied with to very dissatisfied with, did a good job for me to did a poor job for
me, wise choice topoor choice and happy with to unhappy with.
A semantic differential (4 items) scale (e.g., Eroglu and Machleit 1990), which is a
four-item 7-point bipolar scale, was the second best performing measure, which was
again consistent across both contexts. In the study, respondents were asked to evaluate
their experience with both products, along seven points within these four items:
satisfiedtodissatisfied, favorable to unfavorable, pleasantto unpleasant and I
like it very much toI didnt like it at all.
The third best scale was single-item percentage measure, a one-item 7-point bipolar
scale (e.g., Westbrook 1980). Again, the respondents were asked to evaluate their
experience on both ATM services and ice cream restaurants, along seven points within
delightedto terrible.
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It seems that dependent on a trade-off between length of the questionnaire and quality
of satisfaction measure, these scales seem to be good options for measuring customer
satisfaction in academic and applied studies research alike. All other measures tested
consistently performed worse than the top three measures, and/or their performance
varied significantly across the two service contexts in their study. These results suggest
that more careful pretesting would be prudent should these measures be used.
Finally, all measures captured both affective and cognitive aspects of satisfaction,
independent of their scale anchors. Affective measures capture a consumers attitude
(liking/disliking) towards a product, which can result from any product information or
experience. On the other hand, cognitive element is defined as an appraisal or
conclusion on how the products performance compared against expectations (or
exceeded or fell short of expectations), was useful (or not useful), fit the situation (or
did not fit), exceeded the requirements of the situation (or did not exceed)
CHAPTER 5
Job Description
5.1 STUDENTS WORKPROFILE (ROLE AND RESPONSIBILITIES)
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Measure the effectiveness of marketing, advertising, and communications
programs and strategies.
Devise and evaluate methods and procedures for collecting data (such as
surveys, opinion polls, or questionnaires), or arrange to obtain existing data. Collect and analyze data on customer demographics, preferences, needs, and
buying habits to identify potential markets and factors affecting product
demand.
Prepare reports of findings, illustrating data graphically and translating complex
findings into written text.
Measure and assess customer and employee satisfaction.
Forecast and track marketing and sales trends, analyzing collected data.
Seek and provide information to help companies determine their position in the
marketplace.
Conduct research on consumer opinions and marketing strategies, collaborating
with marketing professionals, statisticians, pollsters, and other professionals.
Attend staff conferences to provide management with information and proposals
concerning the promotion, distribution, design, and pricing of company products
or services.
Gather data on competitors and analyze their prices, sales, and method of
marketing and distribution.
Monitor industry statistics and follow trends in trade literature.
Develop and implement procedures for identifying advertising needs.
Direct trained survey interviewers.
5.2 KEY LEARNINGS
The most efficient and economical way to measure customer satisfaction is to create
customer satisfaction surveys with the help of a survey software solution. An
advanced survey software solution can manage multi-mode survey research
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methods produce the same survey in different formats; includingonline surveys,
email surveys, paper surveys, mobile surveys, kiosk surveys, and telephone
surveys depending on the best way to reach your customer base. Customer
satisfaction surveys are designed to give you anonymous and unambiguous insight
into your customers thoughts and perceptions of your products, services, programs,
and your company as a whole, as well as information leading to what needs to be
changed in order to retain lasting customer relationships.
Customer satisfaction surveys are extremely beneficial to your business. They do,
however come with certain disadvantages. Here are some of the advantages and
disadvantages of implementing regularly administered customer satisfaction
surveys into your business. Few Advantages of Customer Satisfaction Surveys
Benchmark results: You can administer the same survey every so often to
customers to gain continued insight into your customers. Surveys can have the
same questions, which will allow you to compare data over time and benchmark
survey data across previous years to determine if any changes need to be made.
Show that you care: Customers like to be asked for their feedback.It gives the
customer the perception that your company values them; is committed tokeeping them as a long-term customer; and bases business decisions on their
feedback.
Up-to-date feedback: Gather current customer feedback on various aspects of
your company. You can stay on top of customer trends through regularly
scheduled online surveys or email surveys, and receive instant customer
feedback. It is always useful to acquire insight into how your customers are
currently reacting to all aspects of your business.
.
CHAPTER - 6
6.1. Swot Analysis
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SWOT Analysis is an effective way of identifying your strengths and weaknesses and
of examining the opportunities and threat.
SWOT Analysis is a general technique which can find suitable applications across
diverse management function and activities but it is particular appropriate to the early
stage of strategy and marketing plan.
What makes it particularly powerful is that with a little thought, it can help you uncover
opportunities that you are well placed to take advantage of. And by understanding your
weaknesses, you can manage and eliminate threats hat would otherwise catch you
unawares.
SWOT involves generation and recording of strengths, weaknesses, opportunities and
threats concerning a task, individual, department or organization, it is customary to take
account of internal resources and capabilities (strengths & weakness) and factors
external to the organization (opportunities & threats).
More than this, buy looking at yourself and your competitors using the SWOT
framework, you can start to craft a strategy that helps you compete successfully in your
market.
The Whirlpool Corporation - SWOT Analysis company profile is the essential source
for top-level company data and information. Whirlpool Corporation - SWOT Analysis
examines the companys key business structure and operations, history and products,
and provides summary analysis of its key revenue lines and strategy.
Whirlpool Corporation (Whirlpool) manufactures and markets a full line of major
appliances and related products, primarily for home use. The company operates in
North America, Europe, Latin America and Asia. It is headquartered in Benton Harbor,
Michigan and employs about 67,000 people. The company recorded revenues of
$17,099 million during financial year ended December 2009 (FY2009), a decrease of
9.6% as compared with FY2008. The reason for decrease in revenues was primarily due
to lower appliance industry demand. The operating profit of the company was $688
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million during FY2009, an increase of 25.3% over FY2008. The net profit was $328
million in FY2009, a decrease of 21.5% as compared with FY2008.
Scope of the Report
- Data is supplemented with details on Whirlpool Corporation history, key
executives, business description, locations and subsidiaries as well as a list of products
and services and the latest available statement from Whirlpool Corporation
- Provides all the crucial information on Whirlpool Corporation required for
business and competitor intelligence needs
- Contains a study of the major internal and external factors affecting Whirlpool
Corporation in the form of a SWOT analysis as well as a breakdown and examination
of leading product revenue streams of Whirlpool Corporation
Reasons to Purchase
- Support sales activities by understanding your customers businesses better
- Qualify prospective partners and suppliers
- Keep fully up to date on your competitors business structure, strategy and
prospects
- Obtain the most up to date company information available
6.2.Findings based on questionnaire responses
Q1. Have you purchased any whirlpool consumer durable during Exhibitions?
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Table 6.1 Purchase of whirlpool consumer durable
Options No. of RespondentsPercentage ofrespondents
Yes 33 66%
No 17 34%
Total 50 100%
Figure 6.1 Purchase of whirlpool consumer durable
INTERPRETATION
66% of Customers have not purchased any consumer durable from exhibition and Only
34% people have purchased. It shows that consumers are coming in the exhibition for
knowledge of product and also they want to know that weather there is actual price
difference in exhibition and shop or not.
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Q.2 While purchasing whirlpool consumer durable which parameter influences you?
Table 6.2 Influencing parameter
Options No. of RespondentsPercentage ofrespondents
Price 8 16%
Product Feature 12 24%
Brand 10 20%
Service 11 22%
Durability 9 18%
Total 50 100%
Figure 6.2 Influencing parameter
INTERPRETATION
16% of customer gives importance to price. So it shows that Indian consumers are very
price sensitive. They give more importance to price over the brand whereas 20% give
importance to brand. So price and Brand matter a lots for the costumers. And they are
also want best brand in best price and durability18% because Service is also a big
factor for the customer they are less interested in the durability.
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Q3. From where do you prefer buying whirlpool consumer durables?
Table 6.3 Preference of buying whirlpool consumer durables
Options No. of
RespondentsNo. of
respondentsPercentage ofrespondents
Exhibitions 15 30%
Co Shoppe 20 40%
Showroom 15 30%
Total 50 100%
Figure 6.3 Preference of buying whirlpool consumer durables
INTERPRETATION
A majority of customers prefer to buy from showrooms. Very less proposition of
customers buys from Exhibitions 11% customers are prefer to by from the showrooms
because the showrooms are more convenient to customers they also think that these
shops give more discounts. People are less interested to buy from the exhibition they
only visit the exhibition for price quotation of the product and the comparison of the
product.
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Q.4.Do you prefer to buy from the same as you have mentioned in Q.3 because of
following reasons.
Table 6.4 Preference of buying
Options
No. of
Respondents Percentage ofrespondents
Attractive Price 10 20%
Service 13 26%
Demonstrations 14 28%
Offers 17 34%
Total 50 100%
Figure 6.4 Preference of buying
INTERPRETATION
Customers buy from showrooms because of the service and convenience.
There are two main factors.1. Customers are preferred to buy from the showroom because of they think that
these convenient store may provide good after sell service.
2. Customer also thinks that there is more chance to bargain and they can get more
discounts in these show rooms and Price also a factor that attract the customer in
these showrooms.
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Q.5. How frequently you change your whirlpool consumer durables?
Table 6.5 Frequency of changing whirlpool products
Options No. of RespondentsPercentage ofrespondents
1-3 Years 7 14%
3-5 years 34 68%
5-10 years 9 18%
Total 50 100%
Table 6.5 Frequency of changing whirlpool products
INTERPRETATION
Customers prefer to change consumer durables within 3-5 years as 18% customers donot change their consumer durable within 10 year. It represent that Indian consumer
prefer to change their consumer durable frequently.
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Q.6. Do you prefer any financing scheme to purchase whirlpool consumer durables?
Table 6.6 Financing scheme to purchase whirlpool product
Options No. of respondentsPercentage ofrespondents
Yes 36 72%
No 14 28%
Total 50 100%
Figure 6.6 Financing scheme to purchase whirlpool product
INTERPRETATION
Majority of customers usual prefer financial scheme as a result 72% of the consumer
prefer to have financial scheme whereas 28% of the consumers says no
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Q.7 Are you aware of warranty period of the whirlpool products?
Table 6.7 Warranty period of whirlpool products
Options No. of respondents Percentage of respondents
Yes 29 58%No 21 42%
Total 50 100%
Figure 6.7 Warranty period of whirlpool products
INTERPRETATION
58% of the consumer agrees to the fact that they are aware of the product warranty
period where as 42% of the consumers say that they are not aware of the warranty
period of the products.
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Q.8 Do you know which whirlpool product parts are under warranty?
Table 6.8 Whirlpool product parts under warranty
Options No. of respondentsPercentage of
respondents
Yes 28 56%
No 22 44%
Total 50 100%
Figure 6.8 Whirlpool product parts under warranty
INTERPRETATION
56% of the consumers feel that they have knowledge that which products parts are
under warranty whereas 44% says that they dont have knowledge.
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Q.9 Are you satisfied with the after sales service of whirlpool?
Table 6.9 After sales service
Options No. of respondentsPercentage ofrespondents
Yes 32 64%No 15 30%
Cant say 3 6%
Total 50% 100%
Figure 6.9 After sales service
INTERPRETATION
64% of the consumers say that service man come as prompt as said by them whereas
30% says no and 6% consumers cant say about this.
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CHAPTER 7
CONCLUSION AND RECOMMENDATIONS
7.1 CONCLUSION
Nearly five years ago, Whirlpool Corporation set out on a course to reach the homes
and hearts of customers around the globe. By listening intensely to their customers,
understanding their needs and desires, and creating innovative solutions that meet and
exceed those needs, Whirlpools organizations worldwide are building unmatched
levels of customer loyalty to the brands.
Its about innovation, eco efficiency and the consumer
The driving and the major elements the company considers are the
Innovation Eco friendly in nature Consumer In this present world and in these emerging
scenarios of business whirlpool has exactly aimed on the aspects which it has to be.
Through increased speed to market and international project teams, were changing the
way we do business.
Time being the major concern for any person in the world the company
has attained a beautiful place in establishing a standard of producing products and
placing products delivering them on time when needed I make quality products that
help people express their personal styles
Personal belonging toward s anything is a major aspect for a human being
in driving towards it interest in attaining it. so whirlpool has got its uniqueness in
producing products according to lifestyles of individuals.
7.2 Recommendations:
Company should work on marketing of its products especially during
exhibitions.
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As per research the consumers are very quality conscious. They are looking
for better features in the product. So, company should focus more on R and
D team development.
As consumers change the products after every 3 to 5 years, therefore
extended warranty and such schemes can be offered to the consumers so that
they use the products for a longer period of time.
A major portion i.e 30% of the respondents was not satisfied with the after
sales service of the company. Therefore customer care department especially
the after sales should be made more efficient in their operations.
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ANNEXURE
References:
1 . Marketing research, G.C.Beri, Third Edition, Tata
McGrawHill Publishing Company Limited,
New Delhi, 2000
2. Marketing management, Philip Kotler, Twelth
(Millennium) edition, Prentice-Hall of India
Private Limited, New Delhi, 2003
Websites:
1. http://www.whirlpoolcorp.com
2. Whirlpool annual report 2008.pdf
3. Implementing global marketing strategy.pdf
Whirlpool Corporation
4. Building a House of Brands: Whirlpool Corporations
Blueprint for Success.pdf
5. http://en.wikipedia.org/wiki/Whirlpool_Corporation
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Annexure 1
QUESTIONNAIRE
SAMPLE QUESTIONNAIRE
Kindly fill this questionnaire:
Q1. Have you purchased any whirlpool consumer durable during Exhibitions?
Yes____ No____
Q.2While purchasing whirlpool consumer durable which parameter influences you?
Price____ Product Feature____ Brand ____ Service ____
Durability____
Q3. From where you prefer buying whirlpool consumer durables?
Exhibitions____ Co. Shoppe____ Showroom____
Q.4.You prefers to buy from the same as you have mentioned in Q.3 because of
following reasons.
Attractive Price____ Service____ Demonstrations____ Offers____
Q.5. How frequently you change your whirlpool consumer durables?
1-3 Yrs____ 3-5 Yrs____ 5-10 Yrs____
Q.6. Do you prefer any financing scheme to purchase whirlpool consumer durables?
Yes____ No____
Q.7 Are you aware of warranty period of the whirlpool products?
Yes____ No____
Q.8 Do you know which whirlpool product parts are under warranty?
Yes____ No____
Q.9 Are you satisfied with the after sales services of whirlpool?
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Yes____ No____ Cant Say____
Personal Information
Name:
Gender: Male Female
Phone No.: