ASYNOPSIS

ON

“A STUDY OF CUSTOMER AWARENESS AND PERCEPTION TOWARDS WHIRLPOOL PRODUCTS”

SUBMMITED FOR

Approval for conduct of market survey for partial fulfillment of the Degree of Bachelor of Business Administration from

M.J.P.R.U, BAREILLY

Batch -2009-2012

UNDER THE GUIDANCE OF SUBMITTED BYMRS. GURPREET KAUR SHIVAM KUMAR(Astt. Professor) BBA- IV SEMR.B.M.I. ROLL NO. 10105045

SUBMITTED TO:RAKSHPAL BAHADUR MANAGEMENT

INSTITUTE, BAREILLY

CERTIFICATE

This is to certified that SHIVAM KUMAR is a regular student of B.B.A IV SEM and he has completed the market survey report on the topic “A STUDY OF CUSTOMER AWARENESS AND PERCEPTION TOWARDS WHIRLPOOL PRODUCTS”Under my supervision.

It is certified that the whole market survey report is

based on his individual efforts and the analysis is found

up to mark.

I therefore recommend that the market survey report

prepared by the candidate be sent for evaluation.

Alok SaxenaFaculty

BBA Department

ACKNOWLEDGEMENT

I would like to take this opportunity to express my deep

gratitude to all those who, directly or indirectly made

this project possible.

I have got considerable help and support in making this

project report a reality from many people.

I would like to thank Mr.Alok Saxena, Faculty , BBA

Department , whose endeavor for perfection, under

fatigable zeal, innovation and dynamism contributed in

a big way in completing this project. This work is the

reflection of his thought, ideas, concept and above all

his modest effort.

PREFACE

The overall production base of the Indian Electronics industry is widely

distributed. There are more than 3500 units engaged in Electronics

production which include 13 central public sector units with 29

manufacturing establishments, over 65 units in state public sector, about 600

units in organized private sector and more than 2800 units in the small scale

sector.

In this project I have discussed the performance of Whirlpool Refrigerator

in Electronics field and their products.

CHAPTER SCHEME

CHAPTER -1:      INTRODUCTION

CHAPTER -2:      OBJECTIVE OF THE STUDY

CHAPTER -3:      RESEARCH METHODOLOGY

COLLECTION OF DATA RESEARCH DESIGN AREA OF SURVEY SAMPLING METHOD SAMPLE SIZE

CHAPTER -4:     DATA ANALYSIS AND INTERPRETATION

CHAPTER -5:     LIMITATIONS

CHAPTER -6:     CONCLUSION

CHAPTER -7:    SUGGESTIONS AND RECOMMENDATION

CHAPTER -8: ANNEXTURE

BIBLOGRAPHY QUESTIONNAIRE

INDUSTRY PROFILE

INTRODUCTION

Electronics Production

(Rs. In Billion)

Items 1995-96 1996-

97

1999-

2000

2000-

2005

2008-2009

Hardware

Consumer Electronics 58.00 65.00 76.00 92.00 112.00

Industrial Electronics 29.00 31.00 31.50 33.00 34.00

Computers 22.25 27.40 28.00 23.00 20.00

Communication and

broadcast Equipments

26.00 30.00 32.50 44.00 44.00

Strategic Electronics 10.75 13.00 9.00 13.00 14.50

Components 35.00 37.00 44.00 47.50 52.00

Sub-Total 181.00 203.40 221.00 252.50 276.50

Software

Software for Exports 25.50 37.00 66.00 109.40 170.00

Domestic Software 16.90 26.00 34.70 49.50 73.00

Total 223.40 266.40 320.70 411.40 519.50

*Estimated

Before the liberalization of the Indian economy, only a few companies like

Kelvinator, Godrej, Allwyn, and Voltas were the major players in the

consumer durables market, accounting for no less than 90% of the market.

Then, after the liberalization, foreign players like LG, Sony, Samsung,

Whirlpool, Daewoo, and Aiwa came into the picture. Today, these players

control the major share of the consumer durables market.

Consumer durables market is expected to grow at 10-15% in 2007-

2008. It is growing very fast because of rise in living standards, easy

access to consumer finance, and wide range of choice, as many foreign

players are entering in the market

With the increase in income levels, easy availability of finance, increase

in consumer awareness, and introduction of new models, the demand for

consumer durables has increased significantly. Products like washing

machines, air conditioners, microwave ovens, color televisions (CTVs)

are no longer considered luxury items. However, there are still very few

players in categories like vacuum cleaners, and dishwashers

Consumer durables sector is characterized by the emergence of MNCs,

exchange offers, discounts, and intense competition. The market share of

MNCs in consumer durables sector is 65%. MNC's major target is the

growing middle class of India. MNCs offer superior technology to the

Consumers whereas the Indian companies compete on the basis of firm

grasp of the local market, their well-acknowledged brands, and hold over

wide distribution network. However, the penetration level of the

consumer durables is still low in India.

Classification of consumer durables sector

1. Consumer electronic include vcd/dvd, home theatre, music player, color

television (CTVs), cameras, camcorders, portable audio, Hi-Fi, etc

2. White goods include dishwashers, air conditioners, heaters, washing

machines, refrigerators, vacuum cleaners, kitchen appliances, non-

kitchen appliances, microwaves, built-in appliances, Tumble dryer,

personal care product etc.

3. Moulded luggage include plastics

4. Clocks and watches

5. Mobile phones

Scope

1. In term of purchasing power parity (ppp), India is the 4th largest economy in the world and overtake Japan in the near future become the 3rd largest.

2. Indian consumer durable market is expected to reach $400 billion by on 2010

3. India has the youngest population amongst the major countries. There are lot of people in the different income categories nearly the two third population is below the age of 35 and nearly 50% is below 25.

4. There are 56 million people in middle class, who are earning us$4,400-US$21,800 a year. And there are 6 million rich household in India.

5. The upper-middle and high-income household in urban areas are

expected to grew to 38.2 million in 2007 as against 14.6 million in

2000.

Opportunity

1. In India the penetration level of white goods is lower as compared to

other developing countries.

2. Unexploited rural market.

3. Rapid urbanization.

4. Increase in income level, i.e.increase in purchasing power of

consumers.

5. Easy availability of finance.

Threats

Higher import duties on row materials.

Cheap imports from Singapore, China and from other Asian countries.

Brands in consumer electronic sector

MNCs NATIONALREGIONAL

LG )SAMSUNG ) KOREA ONIDA BUSHHYUNDAI ) VIDEOCON

CROWN

OBJECTIVES

To study about the awareness level of consumers towards whirlpool products.

To know the perception of consumer towards the whirlpool products.

To study the satisfaction level of consumers by using whirlpool products.

To explore the consumer’s behavior towards purchasing whirlpool products.

To know the factors of whirlpool products that affects consumer’s purchase decision.

PRODUCT ANALYSIS

Product DescriptionRefrigerators were used to cool perishable foodstuffs to low

temperatures, thus inhibiting the destructive action of bacteria,

yeast, and mold. They were used both in private households as

well as in commercial settings. Almost every refrigerator in use in

the 1990s was based on the vapor-compression principle, whereby

a gas was first heated by compression, then cooled down to

ambient temperature and then further cooled by letting it rapidly

expand. The first usable refrigerator was believed to have been

built by an American physician, John Gorrie, in 1844, although the

vapor-compression principle had been known for centuries.

The basic active components of a vapor-compression refrigerator

were a compressor, a condenser, an expansion device (which could

be a valve, a capillary tube, an engine, or a turbine), and an

evaporator.

A gas refrigerant was first compressed, usually by a piston

compressor. It was then led into the condenser, a long and winding

tube surrounded by air or water which removed some of the heat

energy and cooled the vapor down to ambient temperature. Next,

the cooled vapor was passed through an expansion valve into the

evaporator, an area of much lower pressure. As it evaporated and

drew the energy of its expansion from its surroundings, the

refrigerant cooled down to temperatures, which were considerably

lower than the food compartment surrounding the evaporator, thus

cooling the food compartment. In a final step, the refrigerant was

fed back into the compressor for a next cycle in the cooling

process.

SubstitutesPossible substitutes for refrigerators ranged from a number of

alternative food preservation techniques such as drying or canning

to different storage techniques such as a cold basement or outside

storage spaces in cold climates. The fact that in Western societies

almost every household had at least one refrigerator indicated,

however, that most of these substitutes were actually complements.

Production ProcessThe production of refrigerators had much in common with the

production of automobiles. As in automobile production the basic

steps were stamping, casting, machining, body assembly, and final

assembly. Automated and flexible production systems were quite

common. Many parts such as compressors, electric motors, heating

elements, belts, or valves were sourced from outside suppliers and

many producers, particularly in Germany where appliance makers

traditionally had been characterized by low degrees of backward

integration, were striving to decrease their share of in-house

production.

Parts of strategic importance to the performance or quality of the

appliance, however, were typically developed and produced in-

house. As in the automobile industry, there was continuous

upgrading of existing product lines. Every eight to ten years a new

product generation was introduced. The shift to a new generation

was estimated to cost some DMlOO million, including product

development and retooling costs. Buyers

Buyer Description

Refrigerators were bought by private and commercial users to be

operated in both newly built or existing premises and as initial

installments and replacements. Refrigerators for private use in

existing homes The Refrigerator lndustry were almost always

bought as replacements, because use in most European countries as

well as the United States penetration oil rates were close to 100%.

The most important purchasing criteria for domestic refrigerators

in the approximate order importance were:

reliability and durability, i.e. high quality (through brand

name recognition),

low price.

low noise,

appearance,

low operating costs (energy consumption), and

environmental soundness.

Other purchasing criteria were:

ease of use and cleaning,

prompt and efficient service.

easy to understand instructions, as well as

added features, such as special lights, separately accessible

compartments, or glass shelves.

Still other criteria were assumed as a “given” and thus did not

greatly influence the purchasing decision.

These included:

a low risk of fire,

no odors,

a convenient defrost system, and

stable temperatures.

Distribution ChannelsThere was a large variety of distribution channels in the

refrigerator industry, ranging from specialized appliance stores to

furniture stores to department stores to discount stores to kitchen

remodelers to builder-contractors to plumbing contractors. The

relative importance of these channels differed considerably from

country to country. Specialized appliance stores accounted for two

thirds of all appliance sales in Germany and even more in Italy. In

France, only one third of all appliance sales weremade through

specialized stores, the rest going through supermarkets and so-

called hypermarkets.

INDUSTRY ANALYSISIn 2008 refrigeration appliances sees volume growth of 6%, to

reach 4.6 million units.

A rising price trend, coupled with volume growth, leads to 9%

current value growth in 2008.

Fridges continues to dominate with a 73% volume share of total

refrigeration appliances in 2008, but continues to lose share to

fridge freezers.

Fridge freezers sees the highest volume growth of 11% in 2008

(albeit from a smaller base), while fridges sees 4% volume growth

in 2008.

In refrigeration appliances in 2008, Whirlpool of India Ltd and LG

Electronics India Ltd compete very closely for the top spot.

Samsung India Electronics Ltd and Godrej Appliances Ltd remain

the other strong players. Chinese player Haier Appliances (India)

Pvt Ltd remains small.

Overall, refrigeration appliances is expected to see a volume

CAGR of 7% in the forecast period; fridge freezers is expected to

see faster volume growth, with a CAGR of 11%, compared with a

CAGR of 5% for fridges over the same period.

\

Major Players

Competitive Landscape

Refrigeration appliances is highly consolidated and dominated by

organised sector players. In 2008 in refrigeration appliances,

Whirlpool of India Ltd and LG Electronics India Ltd competed

very closely, with volume shares of 24% and 23% respectively.

Other top players were Samsung India Electronics Ltd (16%

volume share in 2008), and leading Indian player Godrej

Appliances Ltd with 20% volume share.

Whirlpool held its leadership based on its image of offering high

quality, technologically-advanced products, its strong distribution

network, its good relationships with dealers and other trade

partners, and its high advertising spend on mass media, which has

made it a popular household name. Whirlpool is investing in

expanding the manufacturing of premium and large sized

refrigeration appliances. While working to maintain its leadership

in direct cool fridges, its new investment will help it to gain the

number one position in the frost-free segment, currently held by

LG Electronics India Ltd.

Whirlpool Corporation

Whirlpool Corporation is a Fortune 500 company and a global

manufacturer and marketer of major home appliances with its

headquarters in Benton Charter Township, Michigan, United

States, near Benton Harbor, Michigan. The company has annual

sales of approximately $20 billion, more than 70,000 employees,

and more than 70 manufacturing and technology research centers

around the world. The company markets Whirlpool, Maytag,

KitchenAid, Jenn-Air, Amana, Gladiator Garage Works, Inglis,

Estate, Brastemp, Bauknecht, Consul, and other major brand

names to consumers in nearly every country around the world.

After acquiring the Maytag Corporation on March 31, 2006,

Whirlpool Corporation became "the largest home appliance maker

in the world", prior to which Electrolux was the largest home

appliance maker in the world.

In the U.S., Whirlpool has manufacturing facilities in Fort Smith,

Arkansas; Evansville, Indiana; Iowa (Newton and Amana); Tulsa,

Oklahoma; Ohio (Clyde, Findlay, Greenville, Marion and Ottawa);

and Cleveland, Tennessee.

LG IndiaLG India has been set up with the aim to acquire a leading

position in the global digital market by applying fast and

innovative techniques in the manufacturing of products. Also, it

aims to meet the maximum requirement of consumers and give

them the optimum service required. 

LG Electronics has been set up in India with a vision to rise high in

the electronic equipments industry. The chief aim of LG India is to

enhance its domestic market by inventing new electronic devices

in state-of-art form with the best technology possible. The price

range of the products of LG India is quite reasonable and

affordable so as to make it easier for every class of people to go for

it thereby increasing the consumer level. LG India manufactures

products of high digital innovativeness to satisfy the needs of its

consumers not only in the domestic market but all across the globe.

The upcoming goal set by LG India for its growth is to be among

the top three brands in terms of electronic devices, information,

and telecommunication companies in the world. The three main

capabilities of LG India are product leadership, people leadership,

and market leadership that will intensify the company's abilities for

teamwork. One of the recent targets of LG India is to attain its goal

of doubling the sales volume and profit by 2010.

Samsung India

Samsung India is the hub for Samsung’s South West Asia Regional

operations. The South West Asia Regional Headquarters looks after the

Samsung business in Nepal, Sri Lanka, Bangladesh, Maldives and Bhutan

besides India. Samsung India which commenced its operations in India in

December 1995, today enjoys a sales turnover of over US$ 1Bn in just a

decade of operations in the country.

Headquartered in New Delhi, Samsung India has a network of 20 Branch

Offices and 40 Area Sales Offices located all over the country. The Samsung

manufacturing complex housing manufacturing facilities for Colour

Televisions, Colour Monitors, Refrigerators and Washing Machines is

located at Noida, near Delhi. Samsung ‘Made in India’ products like Colour

Televisions, Colour Monitors and Refrigerators are being exported to

Middle East, CIS and SAARC countries from its Noida manufacturing

complex.

Samsung India currently employs over 1600 employees, with around 18% of

its employees working in Research & Development

About Whirlpool India Ltd

Company profile

Whirlpool, right from its inception in 1911 as first commercial

manufacturer of motorized washers to the current market position

of being world's number one manufacturer and marketer of major

home appliances, has always set industry milestones and

benchmarks. The parent company 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 initiated its international expansion in 1958 by entering

Brazil. However, it emerged as truly global leader in the1980's.

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 company's 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 Whirlpool's

commitment to consumer interests and advanced technology.

In the year ending in March '09, the annual turnover of the

company for its Indian enterprise was Rs.1,719 Crores.

The company's 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 world's

best homemaker” dots its promotional campaigns. The products

are engineered to suit the requirements of ‘smart, confident and in-

control' homemaker who knows what she wants. The product

range is designed in a way that it employs unique technology and

offers consumer relevant solutions.

MissionWhirlpool’s pervasive vision, “Every Home, everywhere, with

pride, passion and performance”, rests on the pillars of innovation,

operational excellence, customer-centric approach and diversified

talent. These are embedded within our business goals, strategy,

processes and work culture. 

Be it our products that are the result of innovation and operational

excellence to meet every need of our consumers or the people

behind these products that come from a wide spectrum of

backgrounds, everything we do features a distinct Whirlpool way

Company DescriptionAs a top company in the Electronics, Electrical Equipment industry

Whirlpool specialize in the manufacture and marketing of major home appliances (white goods).

Whirlpool SloganA slogan is a short, memorable catch phrase, tagline or motto used to to identify a product or company in advertisements. The advertising slogan, or business slogan most associated

with Whirlpool, is:

"Work Globally, Act Locally"

Whirlpool Mission Statement and/or Vision StatementMission Statements and Vision Statements are written for

customers and employees of corporations. A Mission Statement can be defined as a sentence or short paragraph written by a

company or business which reflects its core purpose, identity, values and principle business aims. The definition for a Vision Statement is a sentence or short paragraph providing a broad,

aspirational image of the future.

Whirlpool Vision Statement:“Every Home… Everywhere… with Pride, Passion and Performance”

Our vision reinforces that every home is our domain, every customer and customer activity our opportunity. This vision fuels the passion that we have for our customers, pushing us to provide

innovative solutions to uniquely meet their needs.

Pride... in our work and each other

Passion... for creating unmatched customer loyalty for our brands

Performance... that excites and rewards global investors with superior returns

We bring this vision to life through the power of our unique global enterprise and

our outstanding people... working together... everywhere.

New Strategy: Transformational Streams

Whirlpool is transforming into a completely customer-centered

company where the customer lies in the core of every of our

functions. This focus has arrived as direct consequence of our core

competency of customer excellence. It allows us to build Customer

Loyalty. The transformation is made up of five elements:

Market leadership through customer loyalty

Innovation

Diversity with inclusion and core competencies

Passion for customer excellence

Operational excellence

The elements of the transformation hold the promise of making

Whirlpool a growing company and thereby increasing value for

our shareholders. The five elements are the basis for describing our

strategy internally and guide the development of our plans and

initiatives.

Whirlpool has swiftly moved from being a World Class

Manufacturer to a World Class Marketer using the brand-building

framework. We are dedicated to creating unique branded solutions

that build customer loyalty and achieve brand excellence.

Milestones

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

2006: Whirlpool Corporation acquires Maytag and become the

Worlds largest white goods company.

2006: Honored with the 2006 National Award for Ethics &

Values from the Confederación de Cámaras Industriales de los

Estados Unidos Mexicanos .

2005: Received the 2005 American Business Ethics Award,

which honors companies that exemplify high standards of ethical

behavior in their everyday business conduct.

2003: A new mission statement of "Everybody creating loyal

customers for life" was adopted.

2002: The Aircon range was successfully launched and the

Whirlpool of India acquired 6% market share.

2001: Whirlpool India registered profit & sold 1.2 million

appliances. It also achieved the No.1 position in DC & FA.

2002: The ' Whirlpool Strategic Architecture ' was launched as a

framework to achieve the vision. The revenues of Whirlpool

Corp. soared to $10.5 Billion.

1999: Whirlpool of India crossed the milestone of 1 million sales

of appliances.

1998: This year gave birth to a new company vision that says,

"Every Home Everywhere with Pride, Passion & Performance."

1996: Whirlpool Washing Machines Ltd. and Kelvinator India

Ltd. merged together to form Whirlpool of India Ltd.

1995: Whirlpool Corp. acquired majority of stake in the TVS

Whirlpool Ltd. The DC manufacturing facility of Kelvinator

India was also acquired.

1993: First time Whirlpool became the No.1 stand-alone brand in

UK, Ireland, Netherlands and Belgium

1991: The company introduced and committed globally to its

Worldwide Excellence System, which is a TQM program

dedicated to exceeding customer expectations. The vision to

globalize 'Whirlpool Corp'. was realized in the same year.

1990: Company established joint venture with Matsushita

Electric Company of Japan to produce vacuum cleaners for the

North American market.

1989: This was a historic year since the revenues catapulted to

heights of over $6 Billion mark. Also, the joint venture with

N.V.Philips of Netherlands called Whirlpool Europe B.V. was

formed to manufacture and market appliances in Europe.

1987: Whirlpool tied-up with Sundaram Clayton Ltd. of India to

form TVS Whirlpool Ltd.

1986: The 'Kitchen Aid' division of Hobart Corporation was

purchased.

1978: Within a decade company doubled its feat of $1 Billion

mark and reached the $2 billion revenue level.

1968: The Elisha Gray II Research & Engineering Center was

completed in BentonHarbor . In the same year the company's

revenues crossed the legendary $1 Billion mark for the first time.

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.

1957: The company was rechristened as ' The Whirlpool

Corporation.'

1948: First 'Whirlpool' brand automatic washer with dual

distribution was introduced. It included two product lines one

each was distributed through Sears and Nineteen Hundred.

1929: Upton Machine Company merged with Nineteen Hundred

Washer Company of NewYork .

1916: First order of washers was sold to Sears, Roebuck & Co.

1911: Louis Upton founded the Upton Machine Company in this

year to produce motor-driven wringer washers.

1908: The first Automatic washer was launched to public in late

1908, by 1900 Corporation which in 1911 was renamed to Upton

Machine Company

Divisions

Refrigerators

Whirlpool refrigerators, trusted by homemakers across the globe

come to you with :

6th Sense™ cool system for superior cooling in the peak of

summers

Unique utility features to add that ''magic'' to your

homemaking

Range of storage capacity to suit your needs

Energy efficient technology for cooling retention during

power cuts

Sleek designs and contemporary styling

Product Line:

Direct Control

Frost Control

Frost Free

Washing Machine

For a 100 years of now, Whirlpool has been synonymous with

excellence in fabric cleaning and care

6th sense is womens' intuition captured by technology. It

enables our machine to adjust water level and detergent

quantity depending on your wash load and fabric type.

Stain wash : Brings together unique properties of Hogwash

and 1-2 , 1-2 hand wash to completely remove all common

household stains

Product Line:

Semi Automatic

Fully Automatic

Front Loading

Air Conditioner

From the most trusted name in household appliances comes this

smartest, most intelligent range of cooling solutions. The

Whirlpool Mastermind series of Air Conditioners.

Built to perfection and loaded with host of unique features, the

Mastermind series offers the best of technology, design and

unbeatable built quality to meet cooling requirements at an

unbelievably affordable cost

Product Line

Window

Split

Microwave

Whirlpool microwave oven bring a range of Microwave ovens

designed to re-define ease, convenience and variety in cooking

with :

A range of microwave ovens made just for India

Plenty of choice in capacity and types

Features that help make “ Variety khana rozaana”

Product Line

Solo

Convection

Grilled

100% DryersWhirlpool with its leadership in fabric care solutions worldwide

bring a 100% dryer exclusively designed and developed to help

you cope with the Indian weather conditions:

The 100 percent dryer comes with a multiple drying programs

which give you the best drying for your clothes

The best of European technology being brought to India for the

first time

The energy efficient machines comply with the stringent European

safety standard

Water Purifiers

HeatersWhirlpool is the World’s No 1 Home Appliance company that

warms up to the varied needs of consumers worldwide, delivering

quality products. Millions across the globe associate Whirlpool

with unmatched convenience and superior technology. 

After comprehensive research and years of development on Oil

Filled Heaters, Whirlpool is proud to present Genius - An indoor

heating device equipped with advanced 6th Sense Temperature

Control Technology and a unique Electronic User Interface and a

host of other exciting features.

HOBS

Core Competency

Innovation: Unique and compelling solutions valued by our

customers and aligned to our brands create competitive advantage

and differentiated shareholder value.

Operational Excellence (OPEX): A methodology for solving

problems & continuous improvement of products & processes

through pursuit, acquisition, and utilization of knowledge using

critical thought and planned experimentation helps us achieve

operational excellence.

Customer Excellence: Excelling the customer expectation from

the company, its brands, products and services are a three-step

process. The three steps are: Know a customer, Be a customer,

Serve a customer.

Knowing a customer helps us know who our customers are, how to

treat them, how we add value, and what  the drivers of brand

loyalty are. This information is gathered from the customer's data

base history. This way we are better able to customize products for

them and recommend the right product to solve problems. Being a

customer is important to share customer knowledge and insights,

drive actions based on customer insights, be passionate about our

brands and customer loyalty and provide a positive voice for our

brands. We show empathy for customers and seek to resolve their

problems by creating consistent customer touch-points, with our

endeavor always being to provide unique solutions for the

customer.

DiversityWhirlpool Corporation has seven employee run diversity networks

that are involved with business, employee, and community projects

to address the needs of the groups they represent. These diversity

networks are The Women's Network (TWN), the Native American

Network (NAN), the Whirlpool African American Network

(WAAN), The Pride Network (PRIDE), the Whirlpool Asian

Community (WAC), the Whirlpool Hispanic Network (WHN), and

the Young Professionals Network (YP).

Whirlpool received a 100% rating on the Corporate Equality Index

released by the lesbian, gay, bisexual, and transgender (LGBT)

equal rights organization Human Rights Campaign starting in

2004, the third year of the report.

ExportsWhirlpool India is also one of the largest exporters of home

appliances from India.

We have three World class factories manufacturing a wide range of

Refrigerators and Washing Machines Our appliances are exported

all over the globe from Australia & New Zealand in the East right

up to Central America and the Caribbean islands in the West.

Apart from our World Class factories, Whirlpool has also set up its

Global Product Development Centres in India where hundreds of

engineers and technicians are working round the clock, developing

product designs for the entire Whirlpool world.

Corporate ResponsibilityWhirlpool Corporation is a principal supporter of Habitat for

Humanity, a non-profit organization dedicated to building low-

cost, affordable housing. The company's commitment to Habitat

for Humanity has exceeded $34 million and it has donated more

than 73,000 appliances for Habitat homes. The company plans to

support every Habitat home built globally by 2011, either through

product donations, cash, or home sponsorship.

In November 2006, Whirlpool started the annual Building Blocks

program, designed to raise awareness and help eliminate

substandard housing in the United States. Each year the program

recognizes an outstanding U.S. Habitat for Humanity affiliate and

its relationship with its local community by holding a week-long

build in the affiliate’s community. The program kicked off in

Nashville, Tennessee, in 2006 when Whirlpool united 100 local

residents with 100 Whirlpool employees and volunteers from 100

Habitat affiliates. These 300 volunteers built 10 homes on one

block from Nov. 5-10, 2006. Whirlpool built nine homes near

Phoenix, Arizona, in May 2007,[9] and nine more homes in Dallas,

Texas in October 2008. The 2009 build is set to begin August 31 in

Atlanta, Georgia.

In 2006, more than 20 Whirlpool India employees participated in

the week-long Jimmy Carter Work Project in India, which resulted

in the completion of 100 homes in a village near Mumbai. In 2005,

Whirlpool India began a partnership with Habitat for Humanity

India. Volunteers from Whirlpool participated in the build

organized by Habitat for Tsunami victims in the southern part of

India.

In June 2005, Habitat for Humanity held its annual Jimmy Carter

Work Project (JCWP) in Benton Harbor, Michigan. This week-

long effort culminating in the completion of more than 230 houses

in Michigan. Whirlpool was the lead sponsor for the build and 270

Whirlpool employees from 19 nations worked together to build 10

houses during the week.

To facilitate Hurricane Katrina relief efforts, Whirlpool worked

with Habitat to support “Operation Home Delivery.” Whirlpool

employees helped construct approximately 50 pre-built homes in

New York’s Rockefeller Center that were boxed and shipped to

Louisiana and Mississippi and later erected with the help of

Whirlpool employees in St. Tamany Parrish, Louisiana. In January

2007, Whirlpool chose to hold its annual sales meeting in New

Orleans. As part of that meeting, more than 1,000 Whirlpool

employees spent one day volunteering with Habitat for Humanity

in an effort to continue rebuilding New Orleans’ residential areas.

Since 2004, Whirlpool has sponsored entertainment icon Reba

McEntire’s music tours to raise awareness and more than $500,000

for Habitat for Humanity.

Cook for the Cure: Cook for the Cure presented by KitchenAid,

was created in 2001 to give passionate cooks a way to support the

Susan G. Komen Breast Cancer Foundation. Cook for the Cure has

raised more than $4 million through donation-with-purchase

programs, special fundraising events, auctions and grass roots

initiatives. KitchenAid also supports breast cancer foundations in

other countries including Canada, France, Germany, South Africa,

Greece and Israel.

Freeze-dried ice cream was developed by Whirlpool Corporation

under contract to NASA for the Apollo missions.

The PRODUCTWHIRLPOOL

REFRIGERATORSMARKET RESEARCH

WHIRLPOOL REFRIGERATORS

RESEARCH OBJECTIVEThe report identifies the Customer satisfaction towards the

WHIRLPOOL REFRIGERATORS. It gives the detailed

background of the company and its Products & services

 Mastermind Classic Plus220 LtsToughened glass shelvesCrisper in mastermindChiller

RESEARCH DESIGNThe research design for the comparative study is of conclusive

focus is given to discover the possible measures, by detailed

analysis, for the company which would be helpful up to some

extent to retain a good position in the competitive market. The

research design is not formal and rigid one as the focus depends

upon the availability of new ideas and relationship among

variables

DATA COLLECTION METHOD For the purpose of study both primary as well as secondary data

have been used. The secondary data have been collected from

various magazines, newspapers, company annual reports, and

websites. For the collection of primary data structured and

undisguised questionnaire has been used.

For the purpose of knowing whereabouts of the company in the

present insurance market secondary data has disclosed many

important information as- market share of the company and its

potential before the insurance market leaders on the basis of

various attributes

Primary data have been helpful to explore the opinion of general

public and their future insurance plans with the company. On the

basis of information extracted from the primary data various

measures are found which would be helpful to it in making new

strategies in near future

SAMPLINGAs per the sampling procedure is concerned, the finite universe is

taken into consideration. The sampling units include- businessmen,

government employees, and private employees bounded to

Bareilly.

The sampling is based upon probability sampling methods. The

reason is- it is the only sampling method that provides essentially

unbiased estimates having measurable precision. The sample size

was 50

Sample Unit : Customer

Sample Size : 100 Customers

Sample Method : Survey Method

Sample Instrument : Questionnaire

ANALYSIS

Market share

Whirlpool is the second largest player in the refrigerator market.

The difference is minor between the first two players

The competition is tugh in this market due to several players

Customer Satisfaction

LG 20WHIRLPOOL 37GODREJ 16ELECTROLUX 10VIDEOCON 17

Whirlpool, inspite of being the second largesr payer by market

share delivers greater customer satisfaction.

This proves that Wirlpool refrigerators re of etter quality

SWOT WHIRLPOOL

REFRIGERATORS

SWOT ANALYSISSWOT analysis is a basic, straightforward model that provides

direction and serves as a basis for the development of marketing

plans. It accomplishes this by assessing an organizations

strengths (what an organization can do) and weaknesses (what

an organization cannot do) in addition to opportunities

(potential favorable conditions for an organization) and threats

(potential unfavorable conditions for an organization). The role

of SWOT analysis is to take the information from the

environmental analysis and separate it into internal issues

(strengths and weaknesses) and external issues (opportunities

and threats). Once this is completed, SWOT analysis determines

if the information indicates something that will assist the firm in

accomplishing its objectives (a strength or opportunity), or if it

indicates an obstacle that must be overcome or minimized to

achieve desired results (weakness or threat) (Marketing

Strategy, 1998).

The SWOT analysis summarizes the external environmental

factors as a list of opportunities and threats.

SWOT

STRENGTHS Global Presence

Strong Brand Name

Diversified Business

Strong Research and

Development

Service Centres Network

WEAKNESSES

Distributor Network

High Pricing

Poor Operating Margin

OPPORTUNITIES

Chinese Manufacturing

Strategic Acquisition

Growth in Rural Segmant

THREATS

Compliance with Energy

Standards

Electricity Supply Demand

Gap

Intense Competition

Sluggish Demand in Global

Markets

B ibliography

Name of Books- RESEARCH METHODLOGY-‘C.R.Kothari’

MARKETING MANAGEMENT-‘Philip Kotler’ CONSUMER BEHAVIOUR-‘Leon G.Schiffman’

Name of Sites – www.whirlpoolcorp.com www.wikipedia.com www.google.com/whirlpool

QUESTIONNAIRE

1- What are the most important factors which influenced the need of your decision to purchase home appliance of Whirlpool ?(a) Price (b) Dealership Approach(c) Product Feature (d) After Sales Service(e) Any other please specify

2- Awareness - Are you aware of Whirlpool?(a) Yes (b) No

3- Consideration(I) Did you consider buy any product of Whirlpool?

(a) Yes (b) No(II) If yes, why?

_________________________________________________(III) If no, ask why?

_________________________________________________4- Contact

(I) Were you approached by advertisement of T.V.?(a) Yes (b) No

(II) Were you approached by hoarding?(a) Yes (b) No

5- Approach(I) Were you given any explanation about the company?

(a) Yes (b) No

(II) Were you given any explanation about the dealership?(a) Yes (b) No

(II) Were you given by explanation about the Referigerator features and quality?(a) Yes (b) No

(IV) Were you suggested a suitable model based on your requirements?(a) Yes (b) No

(V) How do you rate the dealers/salesman's approach?(a) Very Knowledgeable (b) Not Knowledgeable(c) Not Knowledgeable

6- Product(I) How do you compare Whirlpool appliances Refrigerators

with existing your other multinational brands?(a) Similar (b) Whirlpool is better (c) My product is better

7- Use of your product-(I) Operation-

(a) Similar (b) Whirlpool is better (c) My Product is better

(II) Durability of the product(a) Whirlpool is better (b) Similar (c) My product is

better