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INTRODUCTION

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INTRODUCTION

The primary purpose of this study is to provide comprehensive market

intelligence on a for Household Appliances. This report attempts to provide a

comprehensive review of the market situation and analyzes trend on Pondicherry region . A

combination of primary and secondary research has been used for all findings. The usage of

obtained information is based on the perceived reliability of the source by the researcher. In

many cases, a combination of such sources was used. In today’s intensely competitive

environment, companies today are constantly looking for ways to satisfy customers by

having a better understanding of changing customer preferences. The over changing market

characteristics have huge impact on corporate decisions. The global environment also poses

several complexities to the sellers in understanding the market. Within the current marketing

environment, competition between products and services is becoming increasingly tough.

This report discuss about ONIDA home appliances and also other brand home appliances

which are closely related to ONIDA. The main base o four study is to know the competition

faced by the ONIDA and the market availability for the brand appliances in the region where

Study was conducted for this purpose the consumer preference towards ONIDA is studied in

depth. The study of consumers helps firms and organizations improve their marketing

strategies by understanding issues such as how the psychology of how consumers think, feel,

reason, and select between different alternatives (e.g., brands, products);The the psychology

of how the consumer is influenced by his or her environment (e.g., culture, family, signs,

media);The behavior of consumers while shopping or making other marketing decisions;

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Limitations in consumer knowledge or information processing abilities

influence decisions and marketing outcome; How consumer motivation and

decision strategies differ between products that differ in their level of

importance or interest that they entail for the consumer; and How marketers can adapt and

improve their marketing campaigns and marketing strategies to more effectively reach the

consumer

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INDUSTRY PROFILE

INDUSTRY PROFILE

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Home Appliances in India

 

Home Appliances are that without which a modern home is considered incomplete, especially 

in urban areas.  We have become so used to some of  the home appliances that   it  seems 

difficult to live without them. Indeed, they have made our life more comfortable and easier 

than ever. In metro cities and big towns, such household appliances are regarded as a boon, 

as they are instrumental in cutting down the time involved in most of the domestic chores. 

This   is   really  a  great  help   since  people  often find   it  difficult   to  keep  a  balance  between 

professional obligation and household needs. 

Products such as microwave ovens, juicer- mixer- grinder, fully automatic washing machines, 

frost- free refrigerators are the most popular category of home appliances. This is because 

they  have  made   the  work  of  housewives   less  tiresome  and  more  enjoying.  Most  of   the 

domestic  appliances   are  useful   in   various   kitchen   related   jobs   and  hence  are   termed  as 

kitchen   appliances.   Gas   stoves,   toasters,  microwave   ovens,  mixer   &   grinders,   juicers   & 

blenders, roti makers, refrigerators, water purifiers are some of the most common kitchen 

appliances in India. Besides,there is a category of electronic products that have become an 

integral   part   of   modern   houses.   These   are   air   conditioners,   fans,   room   coolers,   room 

heaters,geysers, electrical irons etc. 

Home Appliance Companies in India

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There are many Home Appliance companies in India like Videocon, Voltas,

Godrej, Bluestar, Kenstar etc. Apart from them there are various international

companies also that deal in domestic appliances. Some of these home

appliances manufacturers are Samsung, LG, IFB, Whirlpool, Kenmore etc.

With the arrival of international brands in Indian market, the competition

among rival companies have become stiff, which results in further

improvement in qualities and depreciation in prices of most of the home

appliances in India. Since, a majority of products are electrically operated, the

focus is on such household appliances that are efficient in power consumption.

Home Appliance Stores

Most of the leading home appliances manufacturers and companies have set up their exclusive

retail outlets in important towns and cities of the country. Besides, there are local home

appliances suppliers, manufacturers, wholesalers and retailers spread throughout India. Apart

from that Home Appliances stores and shops are located in every locality, which let you

compare products of different companies before buying and also let you buy all kinds of home

appliance products at one place. Some manufacturers also offer after sale service, and if needed,

repair the damaged parts of your electronic products. So here you will find the sites of some of

the leading Home Appliances manufacturers and suppliers.

:

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Share of categories in Home Appliances sector in Oct-Dec ‘09

(Source: www.adex.in, accessed on March 22, 2010)

• Television Sets category was way ahead with 47% share of Home Appliances ad volumes,

followed by Air-conditioners and Refrigerators with 13% and 9% shares respectively

• Out of 30 categories, 18 of the categories saw growth in Oct-Dec ‘09

• Interestingly, Television Sets (154) advertised the maximum number of brands followed by

Mixers/Grinders (111) and Water Purifiers (104)

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COMPANY PROFILE

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COMPANY PROFILE

The Company was incorporated on 01 January 1981 as Mirc

Electronics Private Limited. The word Private was deleted

from the name on 13th September, 1988 pursuant to Section 43-A(1A) of the Act, and a fresh

certificate was issued by the Registrar of Companies, Maharashtra on 18th September, 1992

converting the company into a Public Limited Company. Mirc Electronics Limited was

promoted by Mr. Gulu L. Mirchandani, Mr. Vijay J. ansukhani and Mr. Sonu L. Mirchandani.

Guviso Holdings Limited is the holding company of Mirc electronics Limited. The other listed

companies promoted by the promoters are Onida Saka Ltd., Onida Savak Ltd. and Monica

Electronics Ltd. which are engaged in the manufacture of Colour Televisions, Black & White

Televisions, Video Cassette Recorders, Audios, Air Conditioners, Washing Machines,

Electronic Tuners and other electronic products. The Company has launched two new models

with better aesthetics and quality that the `ONIDA' brand demands. With the introduction of full

range of Black &White televisions. The Company has also recently launched a new colour

television, incorporating state-of-the-art features for superlative performance. The remote

control set for this product offers master command, which have been recently introduced in

Japan. The Company has also introduced Brother fax machines in the Indian market.

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The Company is also introducing 'ONIDA ARCADES', which shall be

exclusive 'ONIDA' showrooms, situated in the prestigious up market

locations.The Company had launched 6 new models in the middle segment,

introducing products like Stereo Radio Recorders and MIDI systems. The Company was

awarded ISO 9001 certification during the period under review. The improved compliance with

the laid down Systems & Procedures, Total Quality Management discipline, Cost reduction &

Value engineering would go a long way in fine tuning the performance of your Company.

ONIDA Today

Onida is a popular electronics brand in India. Onida has a network of 33 branch offices, 208

Customer Relation Centers and 41 depots spread across India. As on 31 March 2005, Onida had

a market capitalization of Rs.301.46 crore.Mirc Electronics won an “Award for Excellence in

Electronics” in 1999, from the Ministry of Information Technology, Government of India.Onida

with its Sales & Marketing office in Dubai reported a 215 per cent export growth in two years,

setting the base for an increased robust international presence.The shipments to the Gulf

contribute almost 65 per cent of Onida's export revenue, while shipments to the fast growing

East African market (Uganda, Tanzania, Kenya and Ethiopia) and the SAARC countries

accounted for 16 per cent of export revenues.Home Theatres and DVD players have been

introduced in these markets to strengthen the Onida brand presence. These products have

customized models with local language user interfaces in line with its geographies of focus.

Onida models are now available with Arabic, Persian and Russian OSD (menu).Onida products

have been favored by hypermarkets like Lu Lu Centres, Carrefours, Geants and Dasmans in

GCC countries.

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In addition to the Gulf countries ONIDA has now a sizeable presence in Russia,

Ukraine and neighboring CIS countries. ONIDA has already crossed 100000

mark in CTV exports to Russia in a span of just 2 years and plans to grow in

these markets at a much faster pace. Apart from Television Exports to Russia, Onida also

exports DVD Players and High end LCD Televisions.

Product Category

ONIDA brand has following range of products.

1. LCD TVs

2. Plasma TVs

3. Televisions

4. DVD and Home Theater Systems

5. Air Conditioners

6. Washing machines

7. Microwave Ovens

8. Presentation Products

9. Inverters

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10. Mobile Phones.

OBJECTIVES

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AND

USEFULNESS OF THE STUDY

Objectives of the Study

This study was undertaken to study the market penetration for ONIDA products

Awareness/preference among Consumers.

To fulfill this objective, it is imperative to:

Find out how much consumers are aware of ONIDA and its appliances

Find out the market opportunity for ONIDA in the new openings in Puducherry region

Find out the important factors which a Distributor and dealer considers as important to

sell a product through his shop and a consumer considers to prefer a brand

Usefulness of the study

The project will help the organization to find out the opportunity for ONIDA in Puducherry

Region. The project will help the organization to know Distributors Dealers and consumers

perception about Onida and its competitors. The study will help the organization to find out

close competitors for ONIDA.It will help to decide suitable promotional schemes for its

products in various categories

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REVIEW OF LITERATURE

REVIEW OF LITERATURE

Analyzing consumer behaviour is perceived as cornerstone of a successful marketing strategy.

Consumer behaviour is ‘the mental and emotional processes and the observable behaviour of

consumers during searching purchasing and post consumption of a product and service.

Similarly Engel refers consumer behaviour as the action and decision process of people who

purchase goods and services for personal consumption. Now if these defining criteria are closely

observed, it is evident that analyzing consumer’s decision making process is the foundation of

entire notion of consumer behaviour. There are four different views related to consumer decision

making process and behaviour. It is argued that first of them is ‘economic view’ that consumers

are primarily facing imperfect competition and they are always expected to make rational

decision on the basis of assumptions that they are aware of all product alternatives, they can rank

benefits and limitation of each alternative and are able to identify one best alternative. Second

‘Passive View’ is absolutely opposite to economic view and suggests that consumers are

irrational and impulsive as they are submissive to self-centred interests of marketers and got

influenced by marketing tools. Similarly third, ‘ Emotional View’ is related to perceive

consumer’s decision making based on their emotional association or feeling about some

products and services. For instance, a person loosing red colour specific pen neither go for

rational decision by evaluating alternatives ( economic view) nor will the person get influenced

by marketers ( passive view). Rather the person will try to purchase any pen closely resembled

with his favourite possession. Fourth and arguably most acknowledged view is ‘Cognitive View’

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where consumers are considered as “thinking problem solver’ which are

receptive as well as actively searching for the products and services that can

fulfil their need. Consumer’s behaviour under this view is based on information

seeking and processing attributes usually directed by a goal. For instance, buying a tooth paste

from shop can have a certain goal of choosing product that can taste good. Despite of critiques

for each viewpoint, it can be considered a valid argument, that all four types of decision making

behaviour exist and provide marketer guidelines to analyze consumer accordingly. 

Consumer’s decision making process that includes problem identification, information search

(on internet and showrooms), evaluation of alternatives (comparing brands, for instance on basis

of repute and features), purchase (purchasing selected item) and post-purchase action

(satisfaction or dissonance). If the consumer is satisfied with the product he/she would make

repeat purchases or if the consumer is dissatisfied negative reviews or negative word of mouth

would spread causing fatal damage to the product.

The discussion may be concluded on the notion that no matter which view point out of four

discussed above is common; it is an imperative fact that marketers have to realize existence of

all of them to analyze consumer behaviour effectively.

Conceptual review of literature: The classical learning theory, which has evolved to Social

cognitive theory, Socio- cognitive view of addiction, self-regulation mechanism explains

buying behavior as a response to a stimuli. The factors of stimuli are in the form of the

product, retail environment, emotional responses, and satisfaction of needs, pleasure and

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excitement. These factors are classified into socio-cultural, psychological,

psychiatric and theological domains. The factors can be further divided into

external and internal. The response (buying) is rationalized using the self –

regulation mechanism .The potential buyer goes through the process of self observation,

judgment, self reaction and self regulation. The self observation is monitoring ones action to

provide diagnostic information about the impact of behavior and attainment of goals. In the

judgment process the personal standards, social comparisons with associates, reference

group norms and prior behavior or collective Comparisons are done. The self-reaction

process involves when behavior is observed and judgedto deviate from personal or social

standards of conduct. Unregulated buying may reflect ineffective self-reactive control.

Previous research shows that forty percent of respondents admit that they are impulsive in

nature, the reason being their self-control mechanisms not working and in reality more than

ninety percent of buyers are impulsive. The impulsive behavior when repeated continuously

becomes compulsive buying and when ina very higher degree is called addictive buying. In

consumer literature compulsive buying is described as chronic,repitative,excessive

purchasing that becomes a primary response to negative life events, inner deficiencies or

negative feeling and hence carries a strong compensatory components. Compulsive buying

can harm not only the individual but his/her family and society bankruptcy. Substantial

research further suggests that people highly oriented toward the acquisition of wealth and

possessions report relatively low levels of well-being. have reviewed how materialistic

tendencies are associated with individual’s identities, use of money, motivation for work,

and social behaviour.Substantial research further suggests that people highly oriented toward

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the acquisition of wealth and possessions report relatively low levels of

well-being. Consumers who use credit cards spend more than those who use

other means of payment, psychological, demographic variables can predict

consumers who use consumer credit effectively With easier access to malls, a sea of

products available, and little or no social stigma attached to constant shopping which

formerly had been considered an indication of moral or spiritual decay, compulsive shoppers

encounter temptations daily. Shopping is changing in nature. The focus is shifting from the

purchase of provisions to satisfy the physical needs of oneself towards the use of consumer

goods as a distinctive means of Acquiring and expressing a sense of self identity. Regulatory

emotions Elliott 1994) or gaining social status. Changes have enhanced the complexity of

consumption and created an atmosphere that has turned out to be more favorable for the risk

of compulsive behavior than before. The belief that consumer goods are an important route

towards success, identity and happiness are core values of consumer society.

The emerging retail segment and life style changes: The literature being predominantly

western but having gone into the process of globalization for the last 15 years the Indian retail

environment provides a similar picture. Retail sales in India amount to $180 billion and account

for 10-11 % of GDP.The Indian retail market has around 12 million outlets and has the largest

retail outlet density in the world. Indian retail has bright prospects, propelled by the fast lifestyle

changes taking place in the Indian household. Over the last decade, India’s middle and high-

income population has grown at a rapid pace of over 10% per annum, even as the large low-

income base has shrunk. The changing identity of Indian women and the structure of the family

is driving demand for convenience. Customers are demanding better store ambience and are

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looking for solution providers and external guarantors of quality and

useability.The Indian consumer is increasingly focusing on value, convenience,

variety and a better shopping experience. The increase in variety, quality, and

availability of

products, as well as an increase in spending power has resulted in consumers increasingly using

supermarkets for their personal shopping. Indian lifestyles are changing, with the emergence of

more educated women entering the workforce, and with more two-income households with

higher disposable incomes. The rise of working women is a growth accelarator.According to the

consumer outlook 2002 study by KSA techno park the overall spending of working woman is

about 1.3 times that of an average housewife. However they spend much more on life style

products. The ratio of men to women spending in single income household to double income

household is 1.2:1 whereas the same is 1.05:1 in case of household with Double Income No

Kids (DINK). The study further finds, increased relative spending of youth compared to elders

has gone up over 3 years. Teenagers are getting richer with every passing year. In fact 90

percent of

youth get pocket money, with the average amount having increased from Rs.284 (2003) to

Rs.375 (2004). Youth is emerging as core for lifestyle products. The study was aimed at

exploring their mindsets, media preferences, attitudes and their behaviour in the market place.

According to the study, much of their pocket money went on grooming, hanging out, indulgence

and on high ticket items as well. Food and beverages account for the largest proportion of the

teenager’s pocket money (with ice-creams and soft drinks leading the category).Further,

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personal durable ownership has increased, with teenagers also influencing

purchase of entertainment durables at Home.

The Credit market in India:Credit card market in India is estimated at 14-20 million

according to a recent survey conducted by global management consultant McKinsey. ICICI

Bank asserts an average of Rs. 32,000 as annual spends per card (comparable to that of more

advanced markets like Taiwan and Malaysia).ICICI Bank, which has more promotions in the

pipeline, now claims to add up to 100,000 new customers every month while Citibank adds

80,000-90,000 and State Bank of India adds 70,000- 75,000 cards per month. The other forms of

credit market like automotive loans, housing loans, personal loans, education loans are all

expanding. Consumerism or consumerist philosophy is buy now and pay later .It is under this

scenario the linkages between the retail segment and the credit market seems important.

Compulsive buying and the Indian consumers: The post globalized economy offers the

consumers with countless brands in the product –market.The credit market is equally poised to

co-exist to the increasing demand, as consumers are on a shopping spree. The economy is

growing at an average rate of 6% every year, for the last 12 years. The employment

opportunities are on the rise leading to increasing disposable income. According to the National

Council of Applied Economic Research, the Indian middle class has increased on the back of the

economic boom, growing by some 10 to 12 percent per year, and estimates its size to reach 300

million people. As an outcome of consumerism, the money that could have spent on social

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capital like education, nutrition is spent on dubious items that give no Social

return. There is an endless quest to purchase newer products and the life is

focused on the Imaginary world of the unattainable. As a consequence of

spending to exhibit wealth, now major life events like weddings and births are transformed into

consumer events. The increasing buying Frequency is leading families to a path of huge debts

traps. The point of concern here, are defaults accumulating as an outcome of a phenomenon

called consumerism? In the post-modern consumerist economies, the Maslow’s hierarchy of

needs is circumvented at a faster pace. The product life cycle is shorter and buying urges are

intensifying amongst Consumers in India, due to personal, socio-cultural and the emerging

trends in the market place and its offerings. As a result of the impact of globalization and the

forces of post-modern consumerism, the hierarchy of needs of individual is moving unnaturally,

not exactly in the same order as Maslow predicted in the continuum (natural). The marketers of

the present steer in a lot of mesmerizing effect, particularly using the “persuasive advertisements

3”. The availability of easy and plenty of credit product offerings to the consumers aggravates

the situation. The compulsive buying which is rising in stature and is recognized as a ‘behavioral

anomaly’ The firm that spend (invest) a lot of money on socially non-viable projects create more

of social costs or no social returns. This anomaly makes both the firm and individual spending

model non sustainable in the long run. For an individual, buying beyond one’s need/ability is a

leading Indicator to a path of high personal debt. As per the Basel committee norms on banking,

there is a growing importance for the non-financial credibility of the potential borrowers, over

and above his/her financial credibility. This argument falls in line with sustainable borrowing

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and spending as the urges of consumerism are growing stronger, faster and

getting deep rooted in our value and belief systems.

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RESEARCH METHODOLOGY

Research Methodology

Definition of Research

The word research is derived from the Latin word meaning to know. It is a systematic and a

replicable process, which identifies and defines problems, within specified Boundaries. It

employs well-designed method to collect the data and analyses the Results. It disseminates the

findings to contribute to generalize able knowledge. The Characteristics of research presented

below will be examined in greater details later are:

Systematic problem solving which identifies variables and tests relationships Between

them

Collecting, organizing and evaluating data.

Logical, so procedures can be duplicated or understood by others

Empirical, so decisions are based on data collected

Reductive, so it investigates a small sample which can be generalized to a larger

population

Replicable, so others may test the findings by repeating it.

Discovering new facts or verify and test old facts.

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Developing new scientific tools, concepts and theories,

which would facilitate to take decision

.

For the proper analysis of data simple statistical techniques such as percentage were use. It helps

in making more generalization from the data available. The data which was collected from a

ample of population, was assumed to be representing entire population was interest.

Demographic factors like age, income and educational background was used for the

classification purpose.

Research Design

Data Collection :

The prepared questionnaires were distributed among the people living in the areas identified for

the survey purpose. The respondents were chosen through friends, relatives and using updated

telephone directory –2009 as a source for identification.

Sources of data:

Primary data from the respondents was collected by using a non-disguised structured

questionnaire. The questionnaire was prepared with utmost care incorporating all necessary

information by using both open-end and close-end questions.

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Pilot study: A pilot study was conducted to ascertain the validity and relevance

of the various inputs of the questionnaire

Sample size

For carrying out any research or study on any subject it is very difficult to cover even 10% of the

total population. Therefore the sample size has to be decided for meaningful conclusion. For

designing the sample size, it was thought proper to cover a very small percentage of population

in various age groups. The method used for sample technique was non probability convenience

sampling method. This method is used because it is known previously as to whether a particular

person will be asked to fill the questionnaire. Convenient sampling is used because only those

people will be asked to fill the questionnaires who were easily accessible and Available to the

researcher. Considering the constraints, it was decided to conduct the study based on sample size

of 100 people in specific age groups.

TYPES & TECHNIQUES

The study conducted is a conclusive descriptive statistical study; the researcher comes to the

decision which is precise and rational. The study is conclusive because after doing the study the

researcher comes to a conclusion regarding the position of the brand in the minds of respondents

of different firms groups. The study is statistical because throughout the study all the similar

samples are selected and group together. All the similar responses are taken together as one and

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their percentages are calculated. Thus, this, conclusive descriptive statistical

study is the best study for this purpose as it provides the necessary information

which is utilize to arrive at a concrete decision.

TOOLS USED

To know the response the researcher has used the questionnaire method in sample survey. If one

wishes to find what people think or know, the logical procedure is to ask them. This has lead

marketing researchers to use the questionnaire technique for collecting data more than any other

method. In this method questionnaire were distributed to the respondents and they were asked to

answer the questions in the questionnaire. The questionnaires were structured non disguised

questionnaire because the questions, which the questionnaire contained, were arranged in a

specific order besides every question asked was logical for the study, no question can be termed

as irrelevant.

LIMITATIONS OF THE STUDY

The research was conducted in a limited area.

Time will be a major constraint.

The respondent will be limited so cannot be treated as a whole population.

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The respondent may be biased.

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DATA ANALYSIS

& INTERPRETATION

DATA ANALYSIS & INTERPRETATION

(NOTE: all the numerical figures appearing in the diagram and charts are represented in percentage for easy understanding and convenient purpose)

Table .No.1

Approximate household income/month:

Options No of Respondents Percentage of Respondents

Less than 10,000 7 7%

10,000 to 20,000 73 73%

20,000 to 40,000 18 18%

More than 40,000 2 2%

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Inference:

The above table and diagram reperesnets the purchasing power of the consumer in the area

where the survey was conducted. Those people who fall in the category of less than 10,000 are

usually with less purchasing power and cant be influenced more by the patterns and methods of

the company. Those who fall under 10,000-20,000 are those who are mostly influenced by

buying behaviours and company tactics. Those who come above 20,000 are usually kind of

luxury consumers and hence we can expect always a market from such category.

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Table No.2

What are the products you own now?

Options No of Respondents Percentage of Respondents

Refrigerator 20 20%

Television 61 61%

Washing machine 7 7%

DVD players 8 8%

A/C 4 4%

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Inference:

In the study conducted and from the above diagram we are able to understand that 61% of the

respondents are using TV and only 4% of them are using A/C similairly7% are using washing

machine,8% are using DVD and 20% are using Refrgerator. Hence it is clear that purchasing a

LCD is a little costlier when compared with TV and their markets are yet to be captured

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effectively by the company. TV and refrigerator are always having their

demand because they are considered as most essential household requirements

Table.No:3

What brands are you aware of?

Options No. of Respondents Percentage of Respondents

SAMSUNG 34 34%

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ONIDA 26 26%

LG 16 16%

SONY 24 24%

Inference:

The above table and diagram will clearly portray the popular brands among the people

in the present scenario. SAMSUNG which has more popularity among the people has

captured the market effectively and capitalized more from the people when compared to

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SONY and ONIDA which are the main competitors in the market for SAMSUNG.

Talking about SONY it has undoubtedly more reputation than anyother of its competitors

because of its brand image but when coming to performance it has to do something to

improve. ONIDA has to penetrate into the market of SAMSUNG and SONY mainly to

establish successfully.

Table.No:4

Are you aware of Onida?

Options No of Respondents Percentage of Respondents

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YES 68 68%

NO 32 32%

Inference:

The above diagram will clearly depict the brand awareness of the ONIDA in the area where the

survey was conducted. Most of the respondent’s reply was positive and hence it denotes that

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ONIDA has a good influence among the people. So ONIDA has to effectively

perform to capture more and more consumers.

Table.No:5

Your opinion about ONIDA home appliances?

Options No of Respondents Percentage of Respondents

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Very Good 23 23%

Good 52 52%

Neutral 15 15%

Bad 7 7%

Very Bad 3 3%

Inference:

This question of, Opinion about ONIDA was asked to the respondents to really ascertain

the true color of the brand among the population where the study was conducted. Up to

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the knowledge of the researcher it’s clear that more than half of the

people who were interviewed have given a strong positive reply about the

brand which clearly says that they have a good brand image only thing is that they have

to utilize it more.

Table.No:6

What Onida products do u own now?

Options No of Respondents Percentage of

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Respondents

Microwave 3 3%

Television 76 76%

LCD 5 5%

DVD players 11 11%

A/C 5 5%

Inference:

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The above diagram will clearly depict ONIDA’s Market share in the area

where the survey was conducted. Most of the respondent reply was positive and

are almost using any of the appliances manufactured by onida hence it denotes

that ONIDA has a good influence among the people. So ONIDA has to effectively perform to

capture more and more consumers

Table No:7

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What are the things you think before buying a product?

Options No of Respondents

Percentage of Respondents

After Sale Service

68 68%

Free Delivery & Warranty

24 24%

Price Discount & Credit Purchase

5 5%

Freebies 2 2%

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Inference:

Some important factors that the consumer usually think and discuss before buying a product are

Price discount & credit purchase, Freebies, after sale service and Free delivery and

warranty.This question was mainly included in the research because it only mainly reflects the

mindset of the consumers through which the company can really add that attributes which are

most essential. From that point of view in this survey, 68% of the respondents have answered

that after sale services are important.

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Table.No:8

Rank the below in order of Importance

Options No of Respondents Percentage of Respondents

After Sale Service 70 70%

Free Delivery & Warranty 24 24%

Price Discount & Credit Purchase

3 3%

Freebies 3 3%

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Inference:

From the table no.8 and no.7 we can clearly understand the consumer’s

expectation while buying a product of a brand. Even though both the tables contain same options

we can observe that there different in % of response from the consumers slightly comparatively

this is due to influence of advertisements and sales schemes offered to them from time to time

which will surely affect the buying behavior of consumers.

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Table.No:9

Are you going to purchase TV or Microwave or DVD

player within 3 months?

Options No of Respondents Percentage of Respondents

YES 74 74%

NO 26 26%

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Inference:

From the above table and diagram constructed we will be able to get and idea

of how far the consumers are preferring over the ONIDA products like Television Microwave

and DVD players and hence we can calculate the market availability for ONIDA alone in this

product category. It will help the Company to build steady strategy towards the sale of these

products over a particular period of time after that a new frame has to be taken.

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Table.No:10

Will you purchase Onida products in the near future say 3 months?

Options No of Respondents Percentage of Respondents

YES 65 65%

NO 35 35%

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Inference:

The above diagram was prepared to ascertain the market share availability for ONIDA. In the

area in which the survey was conducted 65% of the people are preferring ONIDA over other

brands. And so ONIDA has around 65% of market availability in the area were survey was

conducted though it can’t be assured and also 65% is not a big share for a popular brand like

ONIDA and hence they must prove their worth by gaining more market.

(NOTE: The above diagrams and charts that are included in this part of the report are duly

prepared by the researcher for the Research purpose and they are not copied from any

external source and they also cannot be held responsible for any misleading)

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ANALYSIS with STATISTICAL TOOLS

Chi-Square Analysis

The researcher set up the null and alternate hypothesis as follows:

H0: No association exists between the Brand Image (of the products) and

the brand that consumers use now

H1: An association exists between the Brand Image (of the products) and

the brand that the consumer uses

Brand they use now * Brand Image to the consumers Cross

tabulation

ParticularsBrand they use

nowBrand image of

the products Total

Yes Can’t say

No

Brand they

Use now

SAMSUNG 22 10 5 37

ONIDA 15 5 5 25

SONY 19 1 0 20

LG 8 5 5 18

Total 64 21 15 100

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Value df Asymp.Sig.(2-

sided)

Pearson Chi-

Square

27.939a 6 .000

Likelihood Ratio 32.003 6 .000

Linear-by-Linear

Association

1.469 1 1 .225

N of Valid Cases 126

a.2 cells (16.7%) have expected count less than 5. The minimum expected count is 3.10.

Inference: The alternative hypothesis is accepted at 95% confidence level .The test

shows that there is a significant relationship between Brand image(of the products) and

the brand consumer uses now.

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ANOVA TABLE

BRAND ensures High Sales: Perception of Consumers Distributors and Dealers

H0 = There are no variation in opinion, among three groups

H1= There are variation in opinion among the groups

SUMMARY

Groups Count Sum Average Variance

Dealers 14 47 3.357143 0.247253

Distributors 26 86 3.307692 0.301538

Consumers 10 31 3.1 0.322222

ANOVA

Source of Variation SS df MS F P-value F crit

Between Groups 0.427253 2 0.213626 0.735415 0.48474 3.195056

Within Groups 13.65275 47 0.290484

Total 14.08 49

Inference:

Again as F calculated value is less than the F critical value, the null hypothesis is accepted and

the alternative hypothesis is rejected. So it can conclude that all Dealers Consumers and

Distributors hold the same view.

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FINDINGS

FINDINGS

COMPARISON WITH COMPETITORS

Market characteristics

Around 45 companies cater to this market. Onida is having a very small share of this

market.

In the Indian market space, Brand loyalty is giving way to “value-for-price” contest.

There is an intense competition on price.

The companies are Companies focusing on product differentiation, value added offerings

and exchange offers.

The MNCs like LG, Sony, Samsung, Phillips and Videocon command a high market share.

These brands score high on following factors:

Product Line: These companies (LG, Sony, Samsung, Phillips and Videocon) have a wider

product range compared to Onida to target customers from all segment.

Positioning: Their Image of a multinational company in the minds of consumer helped them to

grab market share instantly. It gave a perception that these companies have better technology.

Videocon on the other hand leveraged its MNC image by it tagline of “Indian MNC”.

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Advertisements: LG has Abhishek Bachhan, Samsung Has Aamir Khan,

Videocon had Amithabh Bachhan and now Sharukh Khan, and All these

players have used celebrity to a good effect to endorse their brands. On the

other hand Onida is stuck with its old “Devil” which isn’t helping.

Visibility: The companies are associated with events and sponsorships. Like LG and

Videocon are associated with cricket. This has resulted in better brand visibility.

68% of the people interviewed are aware of the Brand ONIDA in the region where the

study was conducted it clearly depicts the Brand name and popularity.

Out of 100% of respondents 23% of them have really have good opinion about the

brand and its products being offered to them in the market and 52% of them are thinking

that the brand is good so when calculated more than 75% of the consumers will be

having best opinion about the brand and its products. When talking about the

respondents who doesn’t have good opinion is mere because of improper knowledge

about the brand and their ignorance towards them new emerging markets, since the

percentage is very less.

This is a significant factor to be considered by the Brand because out of 100%, 78% of

the respondents are willing to try the ONIDA products it shows the Brand popularity and

the trust which people have towards the products being marketed by the Company.

Hence ONIDA will be having a good market for its products in the forthcoming periods.

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The remaining 22% are really mere users of other brands they couldn’t

to switch over due to their own customs and conventions towards

ONIDA.

Talking about the familiarity of the people towards the Company’s products 51% have

answered in best way and other 18% in an affirmative way. Totally it comes around 70%

which is not a best one but it shows that the products are reaching the consumer in a

proper way but it has to be improved in a more effective way to reach all Class of people

with gaining more attention and creating much awareness in the minds of the consumers.

when asked about the appliances being used in the homes of the consumers where the

study was conducted the following shown in the diagram above were arrived, in that

area TV and DVD players stands high with 85% and 67%. Hence Onida has more

markets for TV’s and DVD players in the market. No doubt ONIDA is going great with

DVD players by launching various new models. Moreover it has also to concentrate in

LCD’s because the opening which is gradually increasing day by day due to various

additions are being offered like Blue ray, DTH services which are best viewed in LCD’s

and also it usually have good demand in particular segments.

57% of the populations interviewed are already customers of ONDIA it clearly portrays

the brand establishment in the market studied.

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Nowadays consumers analyze various factors before going for a

product. They usually see the services being offered, the quality which

is really important for certain class of customers, price obviously for

low income groups they mainly study the price of various competitors and finally comes

customer satisfaction which is gaining importance in the present worlds scenario. From

the answers that we got form the survey we are able to see that ONIDA has a nice

rapport with the customers which is most important for future market and about price

and quality its upto the mark.

This question of, Opinion about ONIDA was asked to the respondents to really ascertain

the true color of the brand among the population where the study was conducted. Up to

the knowledge of the researcher it’s clear that more than half of the people who were

interviewed have given a strong positive reply about the brand which clearly says that

they have a good brand image only thing is that they have to utilize it more.

Some important factors that the consumer usually think and discuss before buying a

product are Price discount & credit purchase, Freebies, after sale service and Free

delivery and warranty.

This question was mainly included in the research because it only mainly reflects the

mindset of the consumers through which the company can really add that attributes

which are most essential. From that point of view in this survey, 68% of the respondents

have answered that after sale services are important.

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RECOMMENDATIONS

Recommendations

STRATEGIES TO REVITALIZE BRAND ONIDA

In order to revamp its position and brand value in the market Onida should use the following

strategies:

Better positioning: Onida should stick with a uniform positioning strategy rather than changing

it with time as they did.

Celebrity Endorsement: The Company should go for a better adverting. The company can rope

in a celebrity to endorse its brand. This way the brand can be benefited from celebrities brand

equity. We suggest rope in Saurav Ganguly. Ganguly’s image of a fighter and a class player will

help Onida’s brand image.

Association with events: The Company has lost its place in the minds of customers. Also, the

loyal customers of Onida have grown older. To regain old customers and to regain visibility,

Association with events can help. Onida’s problem of low visibility will be solved with its

sponsorship of event like rock shows, games, marathons etc.

Line Extension: The Company should go for line extension in value segment so as to target

more customers in the lower segment. They should introduce more variants in 14”, 20” and 21”

segment. These products will target the young and first time buyers. These buyers will have an

emotional attachment with the brand and as they graduate to the high end segment, Onida can

target them with its high end products.

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Apart from that there some suggestions that can be made from the study

conducted

From the above data analyzing and findings is evident that there is a significance relationship

between Brand awareness and the type of the products being offered to the consumers.ONIDA

Plus should concentrate on improving awareness on the part of the customers about the brand by

doing extensive and sustained advertisement campaign round the year. Brand awareness must be

generated among the consumers extensively by displaying hoardings and banners.

Since Dealers and distributors do majority of business in selling the products to people, the

display portrayed in the shops and showrooms should be taken up vigorously and special

schemes may be introduced to encourage the shops taking up store display. Schemes may be

given to the retails during off seasons.

Quality of the product must be reviewed periodically and improvements, if necessary, could be

made. Consumer feedback should be given greater importance and their expectations should be

fulfilled as `a satisfied consumer is a loyal consumer`.

From the study conducted it is also clear that there is a significance relationship between the

offers and the brand the consumer uses now .Since majority of consumers are ignorant of the

offers given to them by the company (should be generated among them.

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Apart from the above suggestions I also recommend that ONIDA should also

concentrate more in technological advancements which more of the consumers

are expecting now in the present world. In the same way ONIDA can also concentrate and try

launching LED’s which will be the future after LCD’s. The after sales service must be taken

care of every point of time because worst backup service may spread negative image among the

potential consumers therefore affecting sales drastically care should be taken for that.ONIDA

can also improve its range of products from the current to advanced, it can launch various home

appliances like (ELECRTIC STOVES) inductions which more consumers are referring now

instead of Gas cylinders to be more cost effective, in the same way can also introduce more

models in MICROWAVES.

Similarly ONIDA has good base here in the region (PUDUCHERRY) where the study was

conducted but unfortunately it fails to utilize it fully up to the level, hence it must be taken in

mind and measures should be framed for utilizing the capacity. It can be effectively done

through various sales promotions activities and building a good rapport with the Dealers and

distributors in the locality because they only act as the mains source for supplying the products.

The PULL and PUSH strategies must be often discussed with them for effectively marketing the

products. Various offers and Incentives can be offered to them apart from doing so to

Consumers in order to improve the sales effectively.

Most of the dealers here in this region are dealing with Various brands simultaneously so care

must be taken that ONIDA should be their first preference selling it to the consumers. Hence it

should be considered and various offers and dealings should be made with them.

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CONCLUSION

Conclusion:

In the above conducted study in PUDUCHERRY region and with data collected and

analyzed above we could clearly depict at certain things that ONIDA does have a good

base here. Hence ONIDA apart from concentrating in the quality and improvement of its

products can also try to improve its reach to the consumers. Consumers are always in

search for good quality with affordable price so ONIDA can go with such an idea of

capturing the market by attracting fair population.

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BIBLIOGRAPHY

BIBLIOGRAPHY

Books:

· Philip Kotler, ‘marketing management’ prentice Hall of India Pvt. Ltd. New Delhi.

· C. R. Kothari ‘Research methodology’, vishwa publication, New Delhi.

· Saxena Rajan ‘marketing management’ Tata McGraw-hill publication Co. Ltd. New Delhi.

· H. V. Verma ‘marketing of services’ Global business press, New Delhi.

Web Resources

www.onida.com

www.en.wikipedia.org

www.google.co.in

http://info.shine.com/company/MIRC-Electronics-Ltd/910.aspx

http://www.corporateinformation.com/Company-Snapshot.aspx?

cusip=C356A3560

http://www.tradeindia.com/Seller/Home-Supplies/Home-Appliances

http://www.euromonitor.com/Consumer_Appliances

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ANNEXURE ANNEXURE:

Questionnaire

Name:

Address:

Age:

Gender:

Mobile. No:

1. Approximate household income/month:

<10,000 10,000-20,000 20,000-40,000 >40,000

2. What are the products you own now

Refrigerator Television washing machine DVD player A/C

3. What brands are you aware of?

SAMSUNG ONIDA LG SONY

4. Are you aware of Onida?

YES NO

If yes continue, If the answer is no go to question number : 11

5. . Your opinion about ONIDA home appliances?

Very good Good Neutral Bad Very Bad

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6. What Onida products do u own now?

Television Microwave DVD player A/C LCD

7. What are the things you think before buying a product?

After Sale Service Free Delivery & Warranty

Price Discount & Credit Purchase Freebies

8. Rank the below in order of Importance

After Sale Service Free Delivery & Warranty

Price Discount & Credit Purchase Freebies

9. Are you going to purchase Tv or washing machine or Refrigerator within 3 months?

Yes No

10. Will you purchase Onida in the near future say 3 months?

Yes No

11. Your comments and feedback are always welcome

Thanks for participating.