CONSUMER INSIGHTS PROJECT

Product: RefrigeratorsProduct Specifications: Double Door

Brand 1: GodrejBrand 2: Whirlpool

Group 10Ankita Singhal - 359Garv Manchanda - 192Amit Kumar - 008Kalyani P - 140Mayank Khandelwal - 031Adji Coura Gningue- IE/001

Indian Refrigerator Market

Till the 1980s, players like Godrej, Kelvinator, Allwyn and Voltas controlled almost 90% of the market. Earlier, the white goods sector was categorized as a luxury goods industry and was subject to oppressive taxation and licensing. The situation changed after the liberalization of the Indian economy in the early 1990s. The government removed all restrictions, and now there is no restriction on foreign investment, and licenses are no longer required. Post-liberalization, a number of foreign companies entered the market and many domestic players also diversified into refrigerators. BPL and Videocon who already had a presence in the consumer electronics market, leveraged their strengths to enter the durables sector.According to “Refrigerator Market Forecast to 2015”, a recent report by RNCOS, the refrigerator market is estimated to grow at a CAGR of 25.7% during 2012-2015.

Indian refrigerator market is valued at INR 4,000 cr Refrigerators hold only 16% of consumer durable market that is valued at

around INR 20,000- 25,000 cr in India The refrigerator market has been growing at a rate of about 15% per year,

while the consumer durables industry as a whole has grown at almost 8%. Refrigerators constitute the second largest product segment within the

Indian consumer durables sector in India, with an estimated annual turnover of INR 39 bn during FY2005 with an estimated sale of 4.1m units

I. Product CategoryDue to increasing purchasing power parity, favorable weather conditions, growing Indian economy, me-too attitude of Indian consumers and other factors refrigerators are strengthening their foothold in Indian market. Buyers make an informed decision as product like refrigerators are very high involvement product. To understand the buying behavior of refrigerators in India let us understand the needs, usage, benefits and motivation behind purchasing this product.

Needs of refrigerators in IndiaChanging lifestyle: As Indian population is moving towards service sector from manufacturing and agriculture sector, their lifestyle has changed over this transition period. Middle class population and above are getting habituated to a comfortable life and products like refrigerators fit right in these situation.Hot and humid climate: Average temperature of India has been increasing over the years which demands a mode to keep the heat down. Shift in the women’s occupation: Women have started taking up jobs, leaving them with lesser time to spend in the kitchen. A refrigerator makes life easier for the lady of the house in terms of proper storage for later consumptionModernization of food habits and healthy living: With busier lives, processed foods and dairy products have become very popular. The storage of such foods requires proper cooling and storage

Social Status: For Indian consumers it is really important to keep up to the society. If one household buys some product it triggers a chain reaction of purchase in the society to prove their capability to own a similar product.

Usage of refrigerators in India In India, refrigerators have the highest aspirational value of all consumer durables, with the exception of televisions. Thus refrigerator counts for the high growth rate of the refrigerator market. Penetration rate is 13% in India; fifth largest in consumer durables

The penetration of refrigerators is considerably higher in urban areas, which count for 75% of the demand, with rural areas constituting the other 25%.

The demand is also higher in the northern and western parts of the country than in the east. The south also has high demand as the warmer weather of the south requires a refrigerator running throughout the year

On the basis of technology: Direct Cool – These are the low range products and are mostly single door Frost- free – These are the premium products which are usually double/multi

doorFrost Free market share if 43% and Direct Cooling is 57% on the basis of revenue share.

On the basis of capacity: Mini (50 to 100 liters) – For bachelors Small (170 to 200 liters) – Right for a couple and a small kitchen Medium (200 to 450 liters) – For nuclear families, not too big or too small Large (450 to 800 liters) – For big homes and a big budget

Benefits from Using ACsFrom lower middle class to upper class, almost everyone uses a refrigerator these days.Initial price and other social benefit outweigh the benefits derived from refrigerator consumption Benefits derived from usage of refrigerator can be manifold which have been listed below:Social benefits: Me-too behavior and reputation in society yields benefits for lower to middle class families. For upper middle class and above, the brand and product features would yield to social benefitsClean and clear air: Refrigerators help in keeping food fresh which reduces the chances of food going staleUnaffected by weather and heat: This is the final benefit derived from using this product.

This product has more weightage to personal benefits compared to social benefits and this is the main reason behind high growth rate of ACs in Indian market.

MotivationMotivation can be positive as well as negative. Impact of motivating factors may be long term as well as short term. Need is the major motivating factor behind buying refrigerators it can be safety, social or esteem. For upper class it’s more of safety than social or esteem. As discussed in the earlier section, these benefits play as positive motivations for buying this product. Apart from these factors reducing prices and new and innovative technologies are also contributing towards positive motivation. There could be negative motivating factors as well as discussed below: - Polluted air may lead to perilous respiratory diseases - Foul smell and suffocating environment may lead to strain in the relations- Inferior image in the society

Refrigerator is a high involvement product and before making a purchase of high end product consumers carryout a thorough research. They keep needs, benefits and price points in consideration.

II. Brand Communications

GODREJ

TV Commercial 1:Godrej Muzi Play TVC: https://www.youtube.com/watch?v=RaM2yeuCGXc

Brief:The ad starts with the father of two kids is trying to cook while also singing (out of tune) a popular Bollywood song. It shows him enjoying himself while cooking. The scene moves to the two kids and the dog who find it unbearable and a fresh flower dying due to the noise and the glass on the photo frame cracking. It then switches to show fresh vegetables in the refrigerator. While his wife walks into the room to hear the awful singing and switching on the radio on the fridge to play the actual song and thy enjoy their time cooking and dancing to the tune. A background voice then speaks about the offering of inbuilt radio and music player. They show the refrigerator from the angle showing the radio and music, focusing on the two components and then the picture of the whole fridge with the brand and power rating. It ends with “Godrej” logo on the screen.

On observing the TV Commercials, it is quite clear that Godrej is aiming at the Adults who are planning to start a family. It plays on their basic needs. The first ad, Godrej Muzi Play is creating a differentiation by showcasing the new age feature of a refrigerator, which comes with an inbuilt radio and music player.

Insight:

New age adults are used to multitasking and try to enjoy everything they do. Also a lot of home chefs also try to watch TV simultaneously. In order to provide entertainment, Godrej comes up with the inbuilt radio and MP3 player.

Elements in the advertisement:Interpretation elements:Classy home interior with family in clean white clothes – Shows a well off householdHusband cooking – Modern day family with open-minded cultureSingle click switching on of music – Ease of accessThe blooming flower on the door – Shows fresh and stylish design

Attention Elements:Bright colored vegetables and green vegetables with dew on them – Freshness and cooling efficiencyWhite air within the fridge – Showing the cooling effect[These last only a few seconds, since the focus is on the differentiating feature]The speakers and the MP3 switches at the top of the fridge – Denoting classy design and unique feature

Affective Elements:Tasting the food while cooking – Passion for cooking and not as a dutyDance and Music – Enjoyment and Fun while cooking

Cognitive Elements:Fresh vegetables – Effective functionality of refrigeratorOne click music – Easy access of MP3/ radio feature

TV Commercial 2: Godrej Edge Pro TVC: https://www.youtube.com/watch?v=7O0hKv0AelI

Brief:The ad starts with a visual of a male dressed casually gobbling down a cake and a voice of his wife in the background asking about passport, tickets and keys ( signifying that they are about to leave for somewhere) which he responds with neglect while focusing on the eating. The wife then comes in and gets surprised seeing her husband like that, eating in a hurry and asks him what is he doing. The husband gives an excuse that he is finishing the food as the refrigerator has to be powered off to save the electricity . The wife takes the plate from his hand and puts in back in the refrigerator and switches it on and asks him to hurry to catch the flight on time. Then the performance features of the refrigerator are highlighted; extra efficiency , extra space, extra fast cooling and highlights it being budget friendly also.

Insight:The insight used to make the ad is that modern day couples in early years of their marriage love to travel. However, since they are starting a family, budget and

savings are always on their mind. This need is served by the greater efficiency in the refrigerator.

Elements in the advertisement:

Interpretation elements:Wife’s dressing and shades on the head – Signify modern day woman, confident and in controlWife verifying the checklist of things to carry(Passport, etc.) – She is the planner and organizer, also shows that they are off to a trip.

Attention Elements:The product in this ad is hidden from view initially. This is probably done to introduce a slight element of surprise since the starting does not indicate the intent of the ad. 3 Compartments for space, filled with fresh food – Efficiency of spaceWhite cool air – Extra coolingEdge Pro Logo with outer design – Showing sleek design

Magazine Ads:

Both the above advertisements have great attentive and interpretation elements working for Godrej Muzi Play range.

Attentive Elements :Just a single element on the screen grabs attention be it a fresh green watermelon or a fresh corn shell.

Interpretation Elements: Watermelon : The design on the watermelon shows distorted waves denoting radio/ music. Corn – A fresh ear of corn with the seeds colored differently signify the pattern formed indicating beats of music.

Newspaper Advertisements:

The newspaper advertisements focus on the functional aspects of the refrigerator. The cognitive and affective elements used are as follows:

Cognitive Elements:The first ad shows the three distinguishing features: Motion Sensing, Zone Lighting, Digital Touch and Control Panel, Temperature control Technology with pictures and explanation for these.It also shows the call to action, contact addresses as email ID and phone number to capture the audience.The second ad shows the wide range of products explaining their features at the bottom and showcasing the stylish look.

Affective Elements:

The black band and the sleek logo NXW indicates a futuristic product and modern design.The second ad shows the curtain with a refrigerator type design on it again to show the classy modern product.

Attentive Elements:“Introducing” – Indicates new-ness and a unique product, that is previously unheard of.The second ad grabs attention by using the “Exchange offer” technique focusing on the opportunity of value for money.

WHIRLPOOL

TV Commercial 1:3 Door Protton World Series: https://www.youtube.com/watch?v=JKBAnc6DQJk

Brief:The ad starts with a male standing in the kitchen yawning and having a coffee in his glass. The focus then shifts to the female in the kitchen standing in front of the refrigerator with an apple and knocks it signifying its freshness. She then throws the apple to the guy and he knocks it too again signifying the sound as being fresh. The focus then shifts to the refrigerator. The guy opens it and looks at the female. She signs at the bottom compartment of the refrigerator and he opens the separate bottom compartment and finds the vegetables and checks for the crisp sound. Then the focus shifts to the cutting of vegetables and the crisp sound of freshness is highlighted. Then the features of the refrigerator are being shown through visuals and a background audio which is freshness using a 6th sense technology.

Insight:The ad focuses solely on the main function of a refrigerator : Effective cooling for fresh vegetables. They play with the feel of a common man that any vegetable or fruit is considered fresh if it makes a tiny sound when broken.

Elements in the advertisement:Affective elements:The fresh music and light gives a fresh feeling. The smile on the lazy man’s face shows that even without speaking he is refreshed by listening to the sound of the fresh vegetables breaking.

Cognitive Elements:

The voice over at the end starts with the Whirlpool brand, showing each additional feature of “Fresh Keeper”, “6th Sense Active Fresh” with cold air and blue lights, again indicating freshness.

Interpretation Elements: The ad shows the man checking the refrigerator but not finding any fruits but a lot of other items and wonders where the fruits are. The woman then points him to the lower drawer(a special feature of the product). This also denotes the additional space present that can accommodate such large amounts of other food items

Attention Elements:Most of the attentive elements in this ad are showcasing the freshness of vegetables and fruits, cabbage, lemon, watermelon and many more together forming a plethora of colors which grabs attention.

TV Commercial 2:Whirlpool Neo iChill - https://www.youtube.com/watch?v=uXdFw1R__k4

Brief:The ad starts with a male entering his house from work and finds a written message on the refrigerator door. He opens the refrigerator and finds different messages on different compartments in the refrigerator. He then opens the freezer door and gets and idea and makes something. The focus then shifts to the female entering the house and she also finds a message on the refrigerator door left by the male. She opens the freezer and finds a dessert and then the male appears. Then the features of the refrigerator are being shown through visuals and a background audio highlighting the neo chill deep freeze technology and shows that it chills 50% faster. Then at the end the couple is shown to be enjoying the dessert

Insight:The ad is designed to attract new couples who might have different work timings but still keep the romance going. Most couples love surprises from one another and this just uses that element to show special moments thus making the ad memorable.

Elements in the advertisement:Attention Elements:A man entering trying to loosen his tie signifies a long tiring day of work. A tiny chit on the refrigerator shows a romantic way of communication between couples. This also makes us notice the refrigerator which has the whirlpool brand logo on it since the chit is attached close to the logo.

Subliminal Messaging:The music in the background speaks of how a man comes home but finds himself alone and he’s thinking of his wife and the special feeling a partner feels when

his/her other half reads their mind and interprets moods. This brings romance in the air for the viewers.

Interpretation elements:The man opens the refrigerator to find various compartments labeled differently based on moods. This tries to show the viewer that one can classify products and keep them in their places rather than mix everything up.

Affective Elements:The mood that the ad goes for is romance when they try to surprise one another. This is catered to by the music, the chit which says “Missing me mood”, etc.

Cognitive Elements:Post the surprise as the couple finds each others’ company, a background voice speaks of the new chilling feature, given that the ad tries to promote the icecream making and holding capabilities of the freezer. It also plays with the pun the end that “It’s a whole new way to chill”.

Magazine Ads:

The magazine ads for the two ranges garb attention in different ways.

Attention Elements:The Protton Series shows off with a trophy and an certificate/ award, thereby gaining credibility for the feature. The product is simply shown to be a basic refrigerator with 3 doors. The second ad, grabs attention with a variety of colors – A bright Red refrigerator, with red berries, green kiwi, fresh fruits with its juice surrounding it and the Blue flow of features signifying cold air coming from the refrigerator.

Cognitive Elements:The first ad speaks of its design capability and showing that they focus on effectiveness as well as efficiency.The second ad shows a multitude of compartments again filled with fresh fruits, brightly coloured, speaking of the functional benefits of the product.

Newspaper Ads:

This ad uses a very tasty looking cake with blueberries to attract attention and then focuses on the cool air signified by the swish in the background. It also explains by text and using a picture the unique value propositions by the refrigerator, “6th sense”, “Intellisensor”, “Microblock”, etc. which are the cognitive elements in the ad.

The affective elements show professionalism by showing a sleek grey model which is classy and stylish. Interpretation is expected from the open door which shows a large capacity and organized interior.

This ad grabs attention simply by the bright background color. In addition to this, the blue color indicates cooling, the core functionality of the product. The ad brings out the cognitive elements with a picture of each added attribute as well as explanation similar to the previous ad. The interpretation here is focused on the additional compartment specifically for fruits.

Conclusion:As we looked at both the brands we see that Godrej as a brand stands for new features and differentiation in the product features, whereas Whirlpool focuses solely on the main function of cooling and stresses on efficiency rather than additional offerings.The advertisements as well show a difference. The Godrej advertisements show a dominance of Cognitive elements whereas the Whirlpool advertisements focus on affective elements and on triggering a particular feeling in the viewer.

III- Consumer Level Data

Primary Research

We visited 8 consumer homes in Calicut with 10 questions prepared previously in order to understand their decision process. Three out of eight households have a Whirlpool refrigerator, two with a Godrej one. The three households left are using other brands like Samsung or LG (Samsung - Leader). The questions we chose are directly related to consumer decision making process: problem recognition, information search, alternative evaluation, purchase process, post-purchase evaluation. We analyzed the types of houses with our target products and could classify them as follows:

Whirlpool (Sec A) Majority of people using Whirlpool double door refrigerator were in Sec A household. Most of them had bought a fridge around 10 years ago. Primary occupation was Self-employed (Businessman, Distributor etc), Doctor etc. Godrej (Sec B) The SEC B used Godrej double door refrigerator. The householders were again businessmen but mostly small scale. Most of them had bought fridge only because the previous was in irreplaceable condition or spare parts were not available (need based). In this analysis, we will highlight the consumer decision process through the questions asked and after ending by our impressions and main observations based on two typical households that we observed.

A- 1ststage: Problem Recognition

SEC A SEC B

What was the brand of your previous refrigerator?

Kelvinator Samsung

What is the current one? Whirlpool Godrej

Why did you change your refrigerator? And brand?

Old (20 years) – Defrosting not present, Technology

outdated

Old (25 years) – Non working condition, High

Power Consumption

Generally, SEC A and B both decided to change their refrigerator when they notice some long usage problems as power issue and also motivated by a need of technological update. For this category product, the consumer decision process is totally a problem-based decision. They only decide to purchase when they face a problem with their product. So, when they are aware of the problem (active problem) and they feel the need to purchase and know what kind of product can satisfy their needs (a performant refrigerator for both households with energy saving), the search decision is initiated with the information search.

A- 2ndstage: Information search

SEC A SEC B

Where did you get some information for choosing

the right product for you?

WOM of the brand and at the shop At the shop directly

In this case, we notice that the two households have low purchase involvement because they don’t really seek for information. Both have a limited decision making with a limited external search, they didn’t really put an effort to have more information and they didn’t choose the brand habitually purchased. For the household B, Samsung was an inept set just because the housewife was really disappointed with the previous one. So, when they went to the shop in Calicut, they focused on other brands like Godrej guided by her son-in-law who is working in Samsung Electronic Shop. For the household A, they heard about the quality of Whirlpool and at the shop, they put a special attention on it. Here, they were clearly driven by a brand equity. Both of them use their memory with their previous personal experiences and personal sources for reaching the next stage: alternative evaluation.

A- 3rd stage: Alternative evaluation

SEC A SEC B

Do you hesitate with other brands?

no, exact idea of what we wanted

with LG

What motivates your final choice?

Whirlpool is a brand of quality

Godrej meets more our needs

For the alternative evaluation, we have two different processes here. The household A based their purchase on the surrogate indicator of quality which is the brand Whirlpool. It totally illustrates an attribute-based choice. They don’t even think that it was necessary to examine other brands because they were almost sure that it would meet their expectations of performance. Comparatively household B had a clear idea of what they didn’t want so they took the time to evaluate other alternatives. LG was an alternative because it was cheaper but the quality and efficiency which were the most important criteria for them, were some characteristics of Godrej. The household B had a disjunctive decision and an attribute-based choice by selecting the product which meet their needs according to their criteria. Now, both can go to the purchase process stage.

A- 4th stage: Purchase process

SEC A SEC B

Where did you buy your refrigerator?

“Illyam” electronic shop in Calicut Discount Shop at Mahe

Both went to purchase their product directly at the shop in Calicut. They didn’t choose the online purchase not because they haven’t enough education or aren’t internet users but just because they were more confident with the idea to see what they want physically. Seeing their lack of expertise too, they preferred to have some advice of salesperson to be sure of the final product taken. So, after months or years of usage, they can finally evaluate their product.

A- 5th stage: Post-purchase evaluation

SEC A SEC B

Are you satisfied with your purchase?

Satisfied Satisfied

If you would evaluate your product performance from 1

(bad) to 5 (excellent), what will it be?

3.5/5 4.5/5

Satisfaction is the same word used for both. They don’t regret their decision. But when we asked them if they would purchase the same brand, none of them respond surely to the question asked. Maybe, next time, they would change for another brand. To conclude, it was really interesting to see directly how they work their decision process. We also ask them who made the final decision and if other members have an influence in the purchase. We notice that, generally, it’s a male-dominant decision making except for the household B which was the mother (financed by the father obviously) who made the final decision. These interviews enable us to highlight the consumer decision making process and now, its importance for marketers’ strategy.

Key Insights Consumers got involved in the purchasing process only when there was an

active problem Lifespan of refrigerators in household is very long (approx. 15 years based on

our sample of 8 household). Most households do not actively search for information even when they have

an active problem at hand. Many decide based on brand name. Thus brands should communicate through mass sponsorships (sporting mega event, famous tv shows) to reinforce the quality factor

Shopkeepers are major influencers. Thus Whirlpool or Godrej could incentivize the agencies with higher margin or sales targets

MANAGERIAL IMPLICATIONS: Godrej

Product category Characteristics: High Efficiency Compressor External Thermostat Control Longetivity of the product. Extra space, Extra efficiency Additional Features of MP3 and FM on new models No frost Unique Arc Door Design Roll Bond Freezer for Superior Cooling Humidity Controller Savings on electricity bills. Availability of spare parts for easy repair Warranty

Brand Communication The ad starts with the father of two kids is trying to cook while also

singing (out of tune) a popular Bollywood song.

It shows him enjoying himself while cooking.

Additional feature of MP3 and Radio helped to portray it as a new age refrigerator.

The second Ad emphasizes on the energy saving with six star rating on the refrigerator

It also communicates about the extra space and efficiency feature of the refrigerator.

The News paper Ad innovatively communicates the new feature of MP3 and FM in the refrigerator.

Gaps in communication and perception Frost Free features and other differentiating features are not highlighted

in the TV commercial. Focus mostly on young couples.

Aspects of Consumer Behavior and Its Managerial Significance: The customers pay extra attention to the quality of after sales service

which is not highlighted effectively in the given Ad. Though interviews suggest that customer is not aware of what they want,

These Ads are not effectively trying to elicit that passive need. Customer focuses on the low cost and saving and long term gain due to

low power consumption is not realized effectively. The discounts have a positive effect on purchasing behavior of the

customers and most of them buy products on special /festive occasion when discounts to push the sales figures are on.

Factors Influencing consumer Behavior

1. External Factors

Culture: The product is placed as necessity item.

Demographics: Buying is done by male member but housewife acts as a strong influencer and decision maker.

Social status: In the locality where we did the survey refrigerator was considered as necessity and hence not much affect on the social status happens here.

Marketing activities: Godrej markets itself as refrigerator which provides power saving and latest technology.

2. Internal Factors

Perception: Customer perceives it as a efficient and energy saving product.

Learning: Customers learnt about the new age refrigerator which has FM and MP3.

Memory: The memory of previous experiences with the current product and experiences shared by other people regarding new product brand helps to take the final decision.

Motives: To preserve the food items and enjoy cool drinks.

Emotions: Satisfaction and Happiness.

Attitude: Makes them care free. Low power consumption further reinforces this feeling.

MANAGERIAL IMPLICATIONS: Whirlpool

Product category Characteristics Capacity (Litres) Extra space, Extra efficiency Quick ice technology Auto Defrost technology Advanced Air flow Motion Sensing Digital Touch and Control Panel Availability of spare parts for easy repair Longetivity of the product. Warranty

Brand Communication: The ad is designed to attract new couples who might have different work

timings but still keep the romance going The ad starts with a male entering his house from work and finds a

written message on the refrigerator door The features of the refrigerator are being shown through visuals and a

background audio highlighting the neo chill deep freeze technology and shows that it chills 50% faster

The ad is designed to attract new couples who might have different work timings but still keep the romance going

The ad tries to promote the ice-cream making and holding capabilities of the freezer. It also plays with the pun the end that “It’s a whole new way to chill”.

Gaps in communication and perception Focus mostly on young couples. Though refrigerator has become a necessity household item ,the Ad still

focuses on wealthy household only. The customers pay extra attention to the quality of after sales service

which is not highlighted effectively in the given Ad.Aspects of Consumer Behavior and Its Managerial Significance:Strong brand image owing to better performance has helped to improve customer footfalls

Customer has placed special emphasis on their requirement for new tech products. So it becomes imperative for the manager to brand the product by highlighting the technological prowess of the product.

No Availability of spare parts was also raised by the customers .As the lack of availability of spare parts can delay the repair time for refrigerators it can crate frustration among the customer as it is a create a negative brand

Consumer exhibited low involvement and referred limited resources for getting information about the product’s a manager it become critical to make sure that our brand has greater mindshare.

Family members and most importantly housewife decide about when to change the refrigerator

Customer is undecided about the repurchase of the same brand for future buying. It shows that brand switching is on the cards and the feature of product and reliability is all what motivates the customer.

Customer preferred to buy from the shop rather that ordering online. The chance to feel and look the product and other alternative products still motivates the customer.

Shopkeeper also play an important role as an influencer in the buying the product.

As the customers are not doing much information search before buying the product hence special promotional event can be organized to draw attention of the customers.

Factors Influencing consumer Behavior

1. External Factors

Culture: the product places itself as a necessity. Since the consumer was used to it in office, he bought one for home as well

Demographics: Buying is done by male member but housewife acts as a strong influencer and decision maker.

Social status: In the locality where we did the survey refrigerator was considered as necessity and hence not much affect on the social status happens here.

Marketing activities: Whirlpool market itself as a fast cooling refrigerator.

2. External Factors Perception: Customer perceives it as a efficient and energy saving

product.

Learning: Customers learnt Auto Defrost technology, Advanced Air flow, Motion Sensing and its benefits.

Memory: The memory of previous experiences with the current product and experiences shared by other people regarding new product brand helps to take the final decision.

Motives: To preserve the food items and enjoy cool drinks.

Emotions: Satisfaction and Happiness.

Attitude: Makes customers care free. Fast hilling has been been associated with a chilled life