CONSUMER BUYING BEHAVIOUR IN REFRIGERATORS

PRESENTED BY:

KUMAR SHREYANSH

MARKETING(M2)

199

First inception in 1911

Headquarter in Benton Harbor, Michigan, USA

Global presence in over 170 countries and manufacturing

operation in 13 countries

Whirlpool acquired Kelvinator India Limited in 1995and

marked an entry into Indian refrigerator market.

Whirlpool is the most recognized brand in home appliances

in India and holds a market share of over 25%.

Whirlpool of India Ltd.

Products of Whirlpool in Home Appliances

Competitors

25%

25%24%

26%

Market Share

WhirlpoolLGSamsungOthers

Market share of Whirlpool and Competitors

Objectives of Training

Primary Objective

To Promote a Whirlpool products and to increase the sale of products

Secondary Objective To find out the need and demand of product in Bangalore. To find out the preference for a brand of the customers. Reasons for preference To assess the nature of competition.

Phases of Project

3%4%

45%

5%

30%

7%

6%

Stages of Project

Orientation & Product knowledge

Field Observance & Learning

Selling

Merchandising

Promotional Activities

Reporting to Mentor

Project Formation

Research Methodology

The survey was conducted in Reliance Digital, Bangalore. Data was taken from 41 respondents according to their occupation –•Businessman•Government Person•Student•Homemaker

Method of data collection

•Questionnaire•Interviews(structured and unstructured)

Findings and Analysis

83%

17%

SalesDeep Freeze TechnologyEasy Chill technologyQuick Freeze Technology

5%

95%

Chill out zone

Quick chill beverage zone

Bottle chill zone

•Chill bottles and cans 40% faster in the………?

•Name the revolutionary new technology that gives you fastest ice making, Quick bottle chilling & longer freshness:

Findings and Analysis

2%

98%

Softie Zone

Cool Treats Area

ice Cream Zone

2%

98%

Chill Max

Nova cool

Neo I Chill

Which refrigerator can keep veggies fresh 40% longer or up to 7 days?

•Ice creams remain in their original form in the unique………?

Conclusion and Recommendation

Whirlpool products are better in quality than other brand but

lack of availability of colors and poor facility of after sales service

customers are changing to other brand.

Whirlpool should adopt some aggressive marketing strategies

for reaching to customers.

Product knowledge should be given to the brand promoters

Major Learning

Experience of Sales

Promotional activities

Understanding customer requirements

Customer query Handling

Reporting Systems

Exposure of Appliance industry

Sales Techniques

Limitations

Proper product knowledge is not given to us

Display of the product were not kept in good conditions

Language barrier

Weather was not supportable