CONSUMER BEHAVIOR TOWARDS WHIRLPOOL OF INDIA LTD (REF. CATEGORY)
CONSUMER BEHAVIOR TOWARDS WHIRLPOOL OF INDIA LTD (REF. CATEGORY)
Submitted by Golam Ahamed Rosul
Submitted by Golam Ahamed Rosul
INTRODUCTION
INTRODUCTION OF HOME APPLIANCES INDUSTRY OVERVIEW CONSUMER DURABLES
COMPANY PROFILECOMPANY PROFILE
ESTABLISHMENT- 1911 at BENTON HARBOR, MICHIGAN, U.S.A.
INTERNATIONAL EXPANSION- 1958 ENTERED INDIA- 1980 MARKET SHARE IN INDIA-25%
VISION AND MISSION:
The company’s pervasive vision is, “Every Home, everywhere, with pride, passion and performance”, rests on the pillars of innovation, operational excellence, customer-centric approach and diversified talent.
OPERATIONAL EXCELLENCE:
“KNOW A CUSTOMER, BE A CUSTOMER AND SERVE A
CUSTOMER”.
SOURCE: WHIRLPOOL INDIA WEBSITE
INTRODUCTION OF NEO-I CHILL
6th sense technology
Makes ice upto 50% faster
Chills beverages 40% faster
Cooling gel
OBJECTIVE OF THE PROJECT
• To get exposed to the practical situations of the business.
• To learn how to work practically in corporate.• To learn to interact with various corporate people.• To know the effects of brand value of Whirlpool.• To make people aware about the new refrigerator
Neo i-chill.• To know consumer behaviour while purchasing a
refrigerator.• To sale the Neo i-chill refrigerator.
RESEARCH METHODOLOGY
• Nature of research: Quantitative & Qualitative• Data collection: Primary data and secondary data.• Sample Size: 76 customers of refrigerator at
Reliance digital, Shivam Road, Hyderabad• Sampling Area: Reliance Digital, Shivam Road,
Hyderabad.
DATA ANALYSIS
• INTERESTED TO PURCHSE NEO I-CHILL
34%
66%
INTERESTED ON NEO I-CHILL
YES NO
• AWARENESS OF NEO I-CHILL
8%
92%
How many of them know about Neo i-chill
YES
NO
Source: Primary Data
REASONS FOR PREFERING NEO I-CHILL
FASTER COOLING11%
FLEXI COOL7%
CAPACITY22%
GOOD TECHNOLOGY22%
OTHERS37%
PREFERED FEATURES OF NEO I-CHILL
Source: Primary Data
• MY SALES REPORT OF 8 WEEKS OF WHIRLPOOL REFRIGERATOR AT RELIANCE DIGITAL, SHIVAM ROAD,
HYDERABAD
Total sale: 36 unitsUnder my activity
14%
86%
SALES REPORT
Neo i-chill Other Whirlpool
PURCHASE DECISION MAKER
44%
56%
DECISION MAKER
MALEFEMALE
SOURCE: PRIMARY DATA
MY CONTRIBUTION…
• DEMONSTRATED WHIRLPOOL REFRIGERATORS TO 170 CUSTOMERS.
• SOLD 36 UNITS OF WHIRLPOOL REFRIGERATORS.
• DONE SOME PROMOTIONAL ACTIVITIES FOR THE NEW REFRIGERATOR NEO I-CHILL.
My findings
• Factors considered to purchase refrigerator.
» CAPACITY» STAR RATING
• Purchase decision maker - Female
SOURCE: PRIMARY DATA
RECOMMENDATION
• As a new refrigerator Neo i-chill is excellent but the colours should be more attractive.
• It should maintain proper stock.• Products and its features are excellent but there should be some
more promotional activities like TV ads, to promote the new products in market.
• Extended after Sales Service can be used as pull strategy of promotion to attract the customers as all customers consider it as main attribute while purchasing the product.
• Advertisements should be focused on homemakers because they are the primary influencers; mostly joint decision is taken whereas the financer is husbands.
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