Ramkrishna - Final Project.docx

7/29/2019 Ramkrishna - Final Project.docx

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[1]

A Study on

To Understand Consumer Behaviour and Pre Purchase Decision

making process for IFB Products

Submitted to the

School of Management Studies

University of Hyderabad

In Partial Fulfillment of the

Requirement for the Award of the Degree ofMaster of Business Administration

Under the Guidance of

Dr. SAPNA SINGH

MBA, Ph.D

Reader


University of Hyderabad

By

G. Ramakrishna

11MBMA53


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[2]

ACKNOWLEDGEMENTS

At the outset, I wish to thank the management ofIFB for their kind gesture of allowing me to

undertake this project.

I would also like to thankDr.Chetan Srivastava(placement co-ordinator, SMS) for his co-operation

that helped me grab this opportunity.

My sincere thanks to Mohd. Jahagir Pasha(Assist. Manager IFB) for giving me necessary

guidance in choosing the topic and completing the project.

Finally, I am grateful to each and every employee and staff member of IFB, who directly or

indirectly helped me during my internship tenure .

My sincere gratitude to my teacher and mentorDr. Sapna Singh for the support and guidance

from the selection of topic till the completion of the project.


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CERTIFICATE

This is to certify that Mr. G. Ramakrishna of MBA, SMS, UOH, has carried out his summer

internship work on the subject entitled To Understand Consumer Behaviour and Pre Purchase

Decision making process for IFB Products under my guidance and supervision. He had

incorporated her analysis and findings into this project being submitted by him in partial fulfillment

of the requirements for the award of the degree of Master of Business Administration in School Of

Management Studies, UOH. I am satisfied that he has carried out research work independently with

proper care and confidence.

Dr. SAPNA SINGH

MBA, Ph.D

Reader


University of Hyderabad.


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Declaration

I G.Ramakrishna student of the School of management studies, University Of

Hyderabad, do hereby declare that the project report entitledTo Understand

Consumer Behaviour and Pre Purchase Decision making process for IFB

Products submitted to the school of management studies (SMS) as a partial

fulfillment of the requirement for awarding of master of business administration

degree is my own work and it has not been submitted to any other university or

institution.

Name of Student : G.Ramakrishna

Registration No. : 11MBMA53


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Content

Chapter

1Introduction to Concepts.

Chapter 2

Profile of IFB(Company taken for Research).

Chapter 3

Data Collection.

Chapter 4

Data analysis.

Chapter 5

Conclusions and Recommendations.


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Chapter - 1

INTRODUCTION


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Project Description

Consumer Decision Making Processes

By Ken Matsuno

Traditionally, consumer researchers have approached decision

making process from a rational perspective. This dominant school

of thought views customers as being cognitive (i.e., problem-solving)

and, to some but a lesser degree, emotional. i Such a view is

reflected in the stage model of a typical buying process (often called

the consumer information processing model) depicted in Figure.

Problem Recognition

Information Search

Evaluation and Selection of Alternatives

Decision Implementation

Post-purchase Evaluation


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Figure 1 the Consumer Information Processing Model

Source: Adopted from Kotler (1997), Schiffman and Kanuk

(1997), and Solomon (1996)

In this model, the consumer passes through five stages: problem

recognition, information search, evaluation and selection of

alternatives, decision implementation, and post-purchase evaluation.


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Chapter 2

PROFILE OF IFB


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Introduction

IFB Industries Limited is Indias leading home appliances and fineblanks producer. The company was known as Indian Fine Blanks

Ltd. It started operations in 1974 in collaboration with HienrichSchmid AG of Switzerland. The company got listed on the BSE in2000. Today, the company manufactures fine Blank componentssuch as straighteners, Decoilers and strip loaders as well as otherengineering components, and home appliances such as washingmachines, dishwashers, microwaves, hobs, Chimneys and othercooking appliances. Its manufacturing plants are located at Kolkataand Gangarampur(West Bengal), Selcete and IIhas (Goa), Bhopal

(Madhya Pradesh) and Bangalore. Its registered and corporateoffice is located at Kolkata.

Established player in home appliances segment

IFB Industries Limited has an established market position in thehome appliance segment. The company manufactures home andkitchen appliances such as washing machines, washer dryer,

laundry dryer, Dishwasher, Microwave oven, hobs, chimneys andother cooking appliances. In FY10, the home appliances segmentcontributed almost 82% of revenues. The company alsomanufactures engineering products like fine blanked components,cushion plate for seat recliners, K12 tongue for seat belt assembly,door latches, gear shift selector for transmission, gear shifter fortransmission, rotor segment for aircrafts, plate valve forcompressors, gears, etc for two-wheelers. Clients for its engineering

products include Maruti Suzuki, Ford India, Fiat India, ToyotaKirloskar Motors, Lucas

TVS, Brakes India, Rane TRW, Bosch Chasis, TVS Motor Co,Yamaha Motorcycles, Honda Motorcycles & Scooters India, Royal


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Enfield, Hero Honda, L&T, SKF, etc. In FY10, fine blanks andengineering operations contributed 18% to total revenue in FY10.

Strengthening its reach in tier 2 and tier 3 towns

IFB Industries Limited is strengthening its distribution network intier 2 and tier 3 towns and focusing on marketing programmes forsemi-urban and rural markets.

The company has a 24-hour tele-helpline service for queries. Itdelivers to over 1,600 locations in India.

Company Profile

Company Name

Indian Fine Blanking Industries Limited

Head Office Address

IFB Industries Head Office Address:

Flat No.IND-5 Sector-1East Kolkata Township

Kolkata: 700088

West Bengal, India.

IFB Industries Phone Number: (33) 39849524 39849475

IFB Industries Website: www.ifbbangalore.com.


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Company Status

IFB Industries Limited is a US$ 250 million diversified business

house having interests in appliances, automotive components,

alcohol and marine foods. Our businesses enjoy leadership status

and in most product categories have a dominant market share. The

businesses are built on the ethos of quality, technology and

customer focus as well as financial prudence. The IFB brand

enjoys very strong equity in the minds of the customers and is

amongst the most desired brands in India.

The businesses are growing at an average of about 30% and are on

an expansion spree leading to requirement of knowledgeable people

in the following areas:

Appliances

Front loading washing machines R&D

Quality

Purchase

Manufacturing

Auto Components

Fine Blanking

Tooling

Design

Process Engineering

Quality & Manufacturing


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Seat Mechanisms

Manufacturing & Quality

Window Lifter

Manufacturing & Quality Automotive Motors Window Lifter motors

R&D

Manufacturing & Quality

SWOT Analysis of IFB Home appliances

Strength

Brand image in Home Appliances DivisionIFB has a brand image in home appliances division and it isleading market in this segment with the major number ofcustomers of washing machine and microwave oven.

Innovative product

The products are actually innovative and new in Indian marketso they have a near monopoly in dishwasher a clothes dryerwith maximum market share. So it attracts the customers ofhigher class for mere luxurious life style.

Compatible workforceThe company has a compatible work force which works inteam to give a new height to the company.

Strong after sales serviceThe company is also providing best after sales service to itscustomers by the schemes like warranty, annual maintenancecontract and extended warranty.


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Durability/performance

4 year 100% warranty & 10 year spears part supportWeakness

Less brand awareness

Less number of dealers so eventually less availability of IFBsproducts.

Less range of products in consumer durablesIt has less range of products which is not sufficient to capture

the whole market. Through some new products are ready to belaunch in coming year but also some small consumer durableslike iron, water heater, camera etc, Can be added.

Products are for winter season but no product is specially forsummer seasonThe product like cloth dryer can be used in winter seasonmainly which comes just for 2 months in entire year. Such

products can only be purchased by north people due to havingvery less temperature in winter season. There should be somesummer products like refrigerator, AC, cooler, water cooler etc.So that it can be purchased in entire year and can capture thewhole Indian market.

Less promotional activitiesThere are no promotional activities for the promotion of the

products. Even there is not any advertisement which can showthe features and variety of products. This is the reason thatthere are very less sales of hobs and chimneys becausepeople are not aware of its new products.


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Opportunity

Scope for growth in the rural marketIFB still have not covered the rural market of country. As India

has its major population in rural areas, the company shouldfocus towards the rural market.

Scope in semi-automatic washing machine segment

Trust by valued and existing customers

IFB has opportunities because expense on white goods is

increasing day to day by common people.

The trust in companys product by valued customers

Threats

Aggressive and effective promotional marketing initiatives usedby competitors like TV ads, hoardings etc.

Preference of customers and dealers of other brands like LG,SAMSUNG etc. over IFB machine etc.


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Chapter 3

DATA COLLECTION


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Objective of study

To identify buying pattern of fully automatic washing machine &microwave oven

To evaluate the alternative preferences of the customer.

To identify how price, feature, service affect sales of Washing

Machine

To study responsible factor to increase sales of Washing

Machine and Microwave Oven in Bihar market

To identify the scope of the Washing Machine and MicrowaveOven


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Research Methodology

Meaning

Research is an intensive and purposeful search for knowledge andunderstanding of social and physical phenomenon. Research is

scientific activity undertaken to establish something, a fact, a theory

a principle or an application. One can also define research as a

scientific and systematic search for pertinent information on a

specific topic. Infect research is art of scientific investigation.

According to John W.Best Research is the systematic and objective

analysis and recording of controlled observation that may lead todevelopment of generalization, principles or theories resulting

prediction and possibly ultimate control of events

Source of Data Collection

1. Primary Data

In primary data collection, you collect the data yourself using

methods such as interviews and questionnaires. The key point hereis that the data you collect is unique to you and your research and,until you publish, no one else has access to it.

There are many methods of collecting primary data and the mainmethods include:

questionnaires

interviews

focus group interviews

observation


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case-studies

diaries

critical incidents Portfolios

2. Secondary Data

In secondary data collection, the company uses information fromother sources that has already been researched by somebody else.Instead of carrying out research yourself like in primary research,

you simply use somebody else's results that have already beencollected which have been carried out in similar ways to how youwould have carried it out.

There are many methods of collecting secondary data and the mainmethods include:

Websites

Other companies reports Websites etc.

I have collected both type of data, primary data and secondarydata (provided by company). I relied on the data given byrespondents through questionnaire designed by me.


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Response of 50 Customers through personal interviews

ofespon

ent

How didyou knowabout IFB?

Are yousatisfied withservices and

product?

Do you knowabout fullyautomatic

IFB washingmachine?

Why didyou buyFront/Top

Loadingmachine?

Do youuse anyother IFB

product?

Which othercompany'sproduct have

you seen in thedealer's shop?

Whichcompany'sof MWO do

you use?

1 TV Add Yes NotInterested

No Samsung Non user

Dealer Yes No NotInterested

No Samsung, LG Non user

News Paper Yes BestFeature

No Not Remember Non user

Brand Loyal(All familyuse IFB)

Yes (fuse)vibration

Yes Brand Loyal No Samsung Non user

Existingcustomer ofWM

YES Want(TROLLY +cover)

Yes BestFeature WM Godrej Non user

Exchangeoffer(Internet)

Not Satisfy(after manycall noResponsefrom serviceside)

Yes No option(he has toexchangehismachine)

No Did not see (Hegot homedelivery)

Non user

Existingcustomer ofWM(since1999)

Yes Yes BestFeature

No Not interested Non user

Dealer Cant say No BestFeature

Evening Non user

Friend Yes Yes Brand Name No Not Remember Non user

0 Existingcustomer ofWM

Not Satisfied(serviceperson shouldvisit in everytwo month)

Yes BestFeature

Yes LG, Samsung IFB

1 Dealer Yes No Best feature

(Suggestedby Brother )

No Not interested Non user


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12

Existingcustomer ofWM

Yes Yes

BestFeature, lesswaterConsumption

No Whirlpool Non user

13 Dealer Yes No Brand Name Yes LG, Samsung(Dealer try to sellother company'sproduct)

IFB

14 Existingcustomer ofWM

Yes Yes Best Feature No Not interested Non user

15 HisDaughter(Hisall familymembers areuser of IFB

Product)

Yes Yes Best feature(Suggestedby Daughter,Son, )

No Samsung Non user

16 Suggestedby Dealer

Yes No Best feature Yes LG, Samsung IFB(25SC3)

17 Dealer Yes No MicrowaveUser

No Bajaj, Kenstar,LG

IFB

18 Dealer Can't say (tillnow, I didn't

need anyservices)

No Best featureknown by

friend

No I see only IFB Non user

19 Dealer (litecorner)

Yes No MicrowaveUser

Yes Not Remember IFB


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20 Suggestedby Friend

Yes Yes Best feature,latest

technology

No LG Non user

21 Smartcustomer

Yes Yes Best feature No Not interested NotInterested

22 Internet Yes No MicrowaveUser

Yes Home delivery IFB

23 Suggestedby Relative

Not satisfied(serviceperson toldthat I will

provide youtrolley, coverafter one weekand till now hedid not come )

Yes Yes Yes (Argo6512R)

Not interested IFB

24 suggestedby Relative(Want to buyMicrowaveOven)

Yes Yes Best feature No LG, Samsung Non user

25 ExistingCustomer (

Hesuggestedso manyfriend to buyIFB Product)

Yes Yes Best quality, No Not Interested(only IFB)

Non User

26 Internet Yes Yes Best quality, Microwaveoven

Whirlpool IFB

27 Suggestedby Relative(they areusing for 20Year)

Yes Yes Brand loyalBest quality,(In relationthey areusing for 20

year withgoodperformance)

No Samsung, LG Non user

28 Suggestedby dealer(Elite)

Yes Yes Best quality No Kenstar, LG,Samsung

Non user


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29 Suggestedby friend

Yes Yes Best feature No Only IFB Non user

30 Existingcustomer of

IFB WM(4thIFB washingmachine)

Yes Yes Best quality No Buy throughexchange offer

LG,Samsung

31 Existingcustomer ofIFB WM(Forten year)

Yes Yes Best quality No Videocon,Samsung, LG,whirlpool

Non user

32 Friend Yes Yes MicrowaveUser

Washingmachine

LG IFB

33 Suggestedby brother No (Duringinstallationbehaviour ofservice personis not good)

Yes Best feature No Whirlpool, LG Non user


Yes Yes Services,Best feature

Washingmachine

LG, Samsung IFB

35 Suggestedby daughter

Yes No Best feature Yes LG IFB

36 Dealer Can't say (Tillnow, I didn'tneed anyservice)

Yes MicrowaveUser

Yes Whirlpool,Samsung

IFB


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37 SuggestedBy Otherfamilymember

Yes No Best feature No LG Non user

38 Internet No (Duringinstallationbehaviour ofservice personwas not good,they were notinstalling inproper way)

Yes Best feature(Willing tobuy for 20Year)

No Whirlpool, LG LG

39 Suggestedby Son (he isuser of IFBWM)

Yes Yes Best feature(Suggestedby Son)

No LG Non user

40 Suggestedby Friend (He is user ofIFB WM)

Yes Yes Best Brand No Not interested inother Product(Only I Had tobuy IFB washingmachine)

Non user

41 Suggestedby relative(they areuser of IFBWM)

Yes Yes Best feature No Whirlpool Non user

42 Suggestedby Friend (He is user ofIFB WM)

Can't Yes Best Brand No Not interested inother Product(Only I Had tobuy IFB washingmachine)

Non user

43 Internet Yes Yes Best product,Brand name

No Home Delivery Non user


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Can't say (Tillnow, I didn'tneed anyservice)

No (I saw IFBwashing atdealer shop)

Best product(Suggestedby Dealer)

No LG, Samsung,Whirlpool

Non user

45 Dealer Can't say (Tillnow, I didn'tneed anyservice)

No (I saw IFBwashing atdealer shop)

Best product(Suggestedby Dealer)

No Not remember Non user


Yes Yes Best quality No LG, Samsung Non user

47 Friend Yes Yes Best product No LG Non user

47 Existingcustomer ofIFB WM(4thIFB washingmachine)

Yes Yes Best quality No Whirlpool, LG,Samsung

48 Dealer Cant say No Best Feature Yes Evening Non user

49 Dealer Yes No Best Feature No Bajaj, Kenstar,LG

IFB


Yes Yes Services,Best feature

Yes LG, Samsung IFB


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CHAPTER

4

DATA ANALYSIS


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Data Analysis & Interpretation

Consumer Pre purchase Behaviour Survey

How people take purchase decision while purchasing WashingMachine?

Graph and Analysis

Sample size =50

How customers know about IFB Washing Machine?

Out of 50 sample size 23 were aware about the product through

Friend & Relative, 13 through dealer, 9 are existing customer, 5

through internet.

Inference

Word of mouth plays significant role in advertisement, large numberof Customers trusts on dealers word, Existing customers spread thename of the company and Internet also makes people known aboutthe brand.

Relative &

Friend(existing

customers of

IFB)

46%

Internet

10%

Dealer

26%

Existing

Customer

18%

Customers Response


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Pie-Chart and Analysis

Sample size =50

How many customers are satisfied with services?

Out of 50 sample size 80% people are satisfy with services, 10%

cant say because till now they didnt need any services and rest

10% people are not satisfied with the services due to irrelevant

behaviour of services person during installation.

Inference

IFB provide best services to their customers after sales, we shouldalso provide soft skill and technical training to our service persons;

so that we can reduce complain against services related to their soft

skill and technical knowledge.

Can't Say

10%

No

10%

Yes

80%

How many % of Customers are satisfy

with services


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Sample size =50

Awareness of IFB product among consumer

Out of 50 samples size 42 customers are aware about the product

from different source like friend, relative, Internet, and 8 customers

first see at the dealer shop.

Inference

Before purchasing 42 customers were aware about IFB product and

word of mouth play important role for IFB products promotion.

No

16%

Yes

84%

Awerness of IFB Washing Machine


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Sample size =50

Attributes of buying IFB Washing Machine

Out of 50 samples size 25 Customers buy due to Best Feature, 18

Customers due to Best Quality, and 5 Customers is Brand loyal and

2 Customers cant say.

Inference

Most of the customers take decision on the basis of feature, also

customers believes on quality and some are brand loyal.

Best Feature52%

Best Quality

36%

Brand Loyal

4%

Can't Say

8% Customers Response


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Sample size =50

What percent consumer use only washing and washing machine +

Microwave oven

Out of 50 samples size 72% Customers use single product and 28%

Customers use two products (In 28% customers 24% customers use

IFB washing machine, microwave oven and 4% IFB washing

machine, other microwave oven).

Inference

Due to best quality 24% consumer use IFB washing machine and

microwave oven.

Only washing

machine

72%

Washingmachine + IFB

Microwave

oven

24%

Washing

machine +

Other

Microwaveoven

4%

Customers Response


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Sample size =50

Other companys products available at dealer place

Out of 50 samples size LG available at 50% dealer, Samsung at

26% dealer, whirlpool at 16%dealer, Videocon at 8% dealer.

Inference

Demand of LG is very good in market so dealers want to keep more

LG product other than Samsung, whirlpool, Videocon.

LG

50%

Samsung

26%

whirlpool16%

Videocon

8%

Customers Response


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Sample size =50

Mode of purchasing while buying new washing machine

Out of 50 samples size 90% customer purchase through dealer 10%

customer through internet.

Inference45 Customers purchase through dealers so IFB should increasetheir number of dealer to increase availability of IFB product.

Internet

10%

Dealer

90%

Customers Response


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Response of 30 Customers through personal interviews (for

Washing machine)

Customer Which

brand(washi

ng

machi

ne) do

you

want

to

use?

Which

attributes do

you

look

for

purcha

sing

washi

ng

machi

ne?

Which

colours of

washi

ng

machi

ne do

you

prefer

most?

Which

typeof

Washi

ng

Machi

ne do

you

like to

use?

Which

attributes

Influe

nce

your

purcha

sing

decisi

on for

washi

ng

machine?

Are you

awareabout

Fully

Automati

c Top

Loader/

Front

Loader

IFB

washing

machine?

How do

youtake

purchas

e

decision

while

purchasi

ng

washing

machin

e?

To

whatextent

warrant

y period

and

other

sales

services

effect

your

purchas

edecision

?

Which

mode ofpurchasin

g would

you like

to adopt

to buy

new

washing

machine?

Wh

o is

the

dec

isio

n

ma

ker

to

buy

wa

shi

ng

ma

chi

ne?

W

ho

is

us

er

of

w

as

hi

n

g

mac

hi

n

e

in

y

o

ur

fa

m

ily?

Md Firoz IFB Qualit

y

Silver Top

Loadin

g

Steam

Wash

Yes Own

Decision

Very

Much

From

Dealer

Self W

if

e

Santos

Kumar

LG Featur

e

Silver Top

Loadin

g

Steam

Wash

Yes Own

Decision

Very

Much

From

Dealer

Wif

e

W

if

e

Md Jawed Whirlp

ool

Qualit

y

Red Top

Loadin

g

Steam

Wash

No Peer

Suggesti

on

Very

Much

Exclusive

Showroo

m

Wif

e

W

if

e

Ramesh LG Brand White TopLoadin

g

SteamWash

No OwnDecision

VeryMuch

ExclusiveShowroo

m

Self Wif

e

Rajnesh

Kumar

LG Featur

e

White Front

Loadin

g

Steam

Wash

No Peer

Suggesti

on

Doesn't

Matter

Exclusive

Showroo

m

Wif

e

Al

l

fa

m

ily

Neeraj Whirlp

ool

Qualit

y

White Semi

Autom

atic

3D

wash

Syste

m

No Brand

Awaren

ess

Doesn't

Matter

From

Dealer

Self S

el

f


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Vinod

Kumar

Videoc

on

Featur

e

Silver Top

Loadin

g

Air

Bubble

Wash

No Own

Decision

Doesn't

Matter

Exclusive

Showroo

m

Wif

e

W

if

e

P Sinha Samsu

ng

Qualit

y

White Top

Loadin

g

Steam

Wash

No Brand

Awaren

ess

Till

Some

Extent

Exclusive

Showroo

m

Self W

if

eJitendra Whirlp

ool

Featur

e

White Semi

Autom

atic

Steam

Wash

Yes Own

Decision

Very

Much

Exclusive

Showroo

m

Self W

if

e

Sujata LG Qualit

y

White Front

Loadin

g

Foam

Contro

l

Yes Own

Decision

Till

Some

Extent

From

Dealer

Self S

el

f

Miss Verma IFB Featur

e

White Front

Loadin

g

Steam

Wash

Yes Peer

Suggesti

on

Till

Some

Extent

From

Dealer

Self S

el

f

Rajeew

Ranjan

IFB Qualit

y

Silver Front

Loading

Air

BubbleWash

No Peer

Suggestion

Very

Much

Exclusive

Showroom

Wif

e

W

ife

Rajesh

Ranjan

IFB Brand Silver Front

Loadin

g

Air

Bubble

Wash

Yes Own

Decision

Very

Much

Exclusive

Showroo

m

Self W

if

e

Smit Kumar Samsu

ng

Brand Red Top

Loadin

g

Air

Bubble

Wash

No Own

Decision

Very

Much

From

Dealer

Self W

if

e

Ravi LG Qualit

y

White Front

Loadin

g

Steam

Wash

Yes Peer

Suggesti

on

Till

Some

Extent

Exclusive

Showroo

m

Wif

e

W

if

e

Amit Samsu

ng

Featur

e

Silver Front

Loadin

g

Air

Bubble

Wash

Yes Brand

Loyalty

Doesn't

Matter

Exclusive

Showroo

m

Self W

if

e

Bhupendra

Kumar

LG Qualit

y

Red Top

Loadin

g

Steam

Wash

No Own

Decision

Very

Much

Internet Wif

e

W

if

e

Nitin Kumar Whirlp

ool

Brand Red Semi

Autom

atic

Steam

Wash

No Own

Decision

Very

Much

Exclusive

Showroo

m

Wif

e

W

if

e

Jinat LG Brand Silver Top

Loadin

g

3D

wash

Syste

m

No Own

Decision

Very

Much

Exclusive

Showroo

m

Self D

a

u

g

ht

er

Sarita Samsu

ng

Qualit

y

White Front

Loadin

g

Steam

Wash

Yes Brand

Awaren

ess

Till

Some

Extent

Internet Mo

the

r

S

el

f

Rohit Kumar LG Featur

e

White Top

Loadin

g

Air

Bubble

Wash

Yes Own

Decision

Till

Some

Extent

Exclusive

Showroo

m

Self S

el

f

ShuvamKumari

IFB Feature

Silver FrontLoadin

3Dwash

No OwnDecision

VeryMuch

ExclusiveShowroo

Mothe

Sel


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[36]

g Syste

m

m r f

Suresh

Kumar

Whirlp

ool

Qualit

y

Silver Top

Loadin

g

Steam

Wash

No Peer

Suggesti

on

Very

Much

Exclusive

Showroo

m

Self S

el

f

ShelendraKumar

Whirlpool

Feature

Silver FrontLoadin

g

SteamWash

Yes BrandLoyalty

VeryMuch

ExclusiveShowroo

m

Wife

Wif

e

Anita Devi LG Qualit

y

White Top

Loadin

g

Steam

Wash

No Peer

Suggesti

on

Very

Much

From

Dealer

Wif

e

W

if

e

Arvind

Kumar

Samsu

ng

Brand Silver Top

Loadin

g

Steam

Wash

No Own

Decision

Till

Some

Extent

From

Dealer

Self S

el

f

Father LG Brand Silver Top

Loadin

g

Air

Bubble

Wash

Yes Own

Decision

Very

Much

Exclusive

Showroo

m

Wif

e

D

a

ug

ht

er

Ajay Kumar LG Qualit

y

Silver Top

Loadin

g

Air

Bubble

Wash

Yes Peer

Suggesti

on

Till

Some

Extent

From

Dealer

Self W

if

e

Denesh

Kumar

Samsu

ng

Brand White Top

Loadin

g

Steam

Wash

No Peer

Suggesti

on

Till

Some

Extent

Exclusive

Showroo

m

Self W

if

e


37/73

[37]


Consumer pre purchase Behaviour Survey

How people take decision to purchase Washing Machine?


Sample size =30

Customers preference of brand

Out of 30 respondents 36% have shown interest in purchasing

Washing machine of LG, 20% of Samsung, 20% of Whirlpool, 17%

of IFB and rest 7% of Videocon.

Inference

Most of the people are aware about LG, Samsung, and Whirlpool

and Customers are less aware about IFB and others.

36%

20%

20%

17%

7%

Customers Response

LG

Samsung

Whirlpool

IFB

Videocon


38/73

[38]


Sample size =30Desired attributes while buying washing machine

While buying a washing machine 10 customers go for Quality, 8

customers go for Feature, 7 Customer go for Brand, and rest 5 go

for price.

Inference

While purchasing washing machine most of customers look forQuality then they think about feature, brand and price.

23%

27%33%

17%

Customers Response

Brand

Feature

Quality

Price


39/73

[39]


Sample size =30

Customers preference of colour

Out of 30 respondents 12 customers prefer white colour, 11 prefer

silver colour, 4 white and rest prefer gray colour.

Inference

White and Silver colours are most preferable colour among

customers. Red and gray is liked by less no of customers.

40%

37%

13%

10%

Customers Response

White

Siver

Red

Gray


40/73

[40]


Sample size =30

Type of washing machine prefer to use

Inference

Top loader washing machine is liked by most of the customers

because it is more convenient in use and less no of customers liked

front loader and semi automatic.

53%

10%

37%

Customers Response

Top Loader

Semi Autometic

Front Loader


41/73

[41]


Sample size =30Attributes which influence purchase decision

Here stem wash is most preferable attributes which influence 18

customers purchase decision then air bubble wash influence 8

customer decisions after that 3D wash and foam control influence

purchase decision.

Inference

Most of customers want to have steam wash feature because Baby

cloths, kitchen cloths and stub dirt carrying cloths can be easily

washed by steam wash feature, Customers also liked air bubble

wash but 3D wash is liked by very less customers.

60%

27%

10%

3%

Customers Presponse

Steam Wash

Air Bubble

3D Wash

Foam Control


42/73

[42]


Sample size =30

Awareness about fully automatic top loader/front loader IFB washing

machine

Out of 30 respondents 16 customers are aware about IFB fully

automatic washing machine and 14 customers are not aware.

Inference

More than 50% customers are aware about IFB washing machine,

large numbers of customers who want to buy washing machine, they

dont know about IFB, so IFB needs to increase product awareness.

53%

47%

Customers Response

Yes

No


43/73

[43]


Sample size =30Buying decision while purchasing washing machine

Out of 30 respondents 15 customers Purchase through own

decision, 9 through peer suggestion, 3 due to brand awareness and

rest 3 due to brand loyalty.

Inference

More than 50% customers take self decision, large number of

customer believes on word of mouth and some believes in the brand

name.

Own Decision

52%

Peer Suggestion

31%

Brand

Awarnees

10%

Brand Lotalty

7%

Customer Response


44/73

[44]


Sample size =30

Place of purchasing

Here 15 customers wants to purchase to washing machine through

exclusive showroom, 10 customer through dealer and 3 through

internet and rest 2 customers want through retailer

Inference

50% customers wanted to purchase from exclusive showroom

because there is more options for selecting a product, some wanted

to purchase from dealers point because Dealers might provide in

less price, and some liked to buy from retailer and on net.

50%

33%

10%

7%Customers Response

Exclucive Showroom

From Dealer

Internet

Retailer


45/73

[45]


Sample size =30How warranty period affect sales of washing machine

While purchasing washing machine 17 customer says warranty

period affect very much, 9 customer says till some extant and 4

customer says warranty period doesnt matter for me.

Inference

Most of customers believes in warranty because maintenance cost

is very costly, some believe in warranty for some extent and some

think it does not matter.

57%

30%

13%

Customers Response

Very Much

Till Some Extent

Doesn't Matter


46/73

[46]


Sample size =30Decision maker to buy washing machine

While purchasing washing machine 16 customers take decision

through self, 12 customers take decision through wife and 3

customers take purchase decision through mother.

Inference

At the time of purchasing more than 50% customers take self

decision, 40% customers decision is affected by wife and in some

cases mother takes decision.

53%40%

7%

Customers Response

Self

Wife

Mother


47/73

[47]


Sample size =30

User of washing machine

Inference

It has observed that in 60% cases wife is user, 27% of customers

liked to use it by self, in some cases it is used by daughter and other

family members.

60%

27%

6%

7%

Customers Response

Wife

Self

Daughter

All Family


48/73

[48]

Response of 30 Customers through personal interviews

(Microwave Oven)

Customer

Which

bran

d

(Micr

owa

ve

oven

) do

you

want

touse?

Which

ttributs do

ou look

or

urchasi

g

ashing

achine

Which

colours of

washi

ng

machi

ne do

you

prefer

most?

Whic

h

type

of

Was

hing

Mac

hine

do

you

like

to

use?

Which

attributes

Influe

nce

your

purcha

sing

decisi

on for

washi

ng

machine?

Are you

awareabout

Fully

Automa

tic Top

Loader/

Front

Loader

IFB

washing

machin

e?

How do

you takepurchase

decision

while

purchasin

g washing

machine?

To what

extentwarranty

period

and other

sales

services

effect

your

purchase

decision?

Which

mode ofpurchasi

ng

would

you like

to

adopt

to buy

new

washing

machin

e?

Who is

thedecision

maker to

buy

washing

machine?

Who is

user ofwashi

ng

machi

ne in

your

family

?

Jinat Godr

ej

Brand Silver Conv

ectio

n

Health

y

Cookin

g

No Brand

Awarenes

s

Very

Much

Exclusiv

e

Showro

om

Self Wife

Sarita Sams

ung

Qualit

y

Black Conv

ectio

n

Cooke

ry

classes

No Own

Decision

Very

Much

Exclusiv

e

Showro

om

Mother Wife

Rohit

Kumar

LG Featur

e

Black Grill Health

y

Cookin

g

Yes Peer

Suggestio

n

Very

Much

Internet Self Self

Arvind

Kumar

Sams

ung

Brand Silver Conv

ectio

n

Cooke

ry

classes

No Own

Decision

Doesn't

Matter

From

Dealer

Self Self

Ram

Kishor

IFB featur

e

Silver Conv

ectio

n

Start-

Up Kit

No Own

Decision

Very

Much

Exclusiv

e

Showro

om

Self Self

Umesh

Sharma

IFB Qualit

y

Black Conv

ectio

n

Start-

Up Kit

No Own

Decision

Very

Much

Exclusiv

e

Showro

om

Self Self

Kumar

Vivek

Sams

ung

Qualit

y

Black Conv

ectio

n

Health

y

Cookin

g

Yes Brand

Awarenes

s

Till Some

Extent

Exclusiv

e

Showro

om

Wife Self

Pramod

Kumar

Whirl

pool

Featur

e

Black Grill More

Auto

Cook

Yes Peer

Suggestio

n

Very

Much

Exclusiv

e

Showro

Wife Wife


49/73

[49]

Menu om

Archna LG Qualit

y

Red Grill Health

y

Cookin

g

No Own

Decision

Very

Much

From

Dealer

Self Self

Hrish Godrej

Feature

Black Solo Start-Up Kit

No OwnDecision

Doesn'tMatter

FromDealer

Wife Wife

Shuvam

Kumari

IFB Qualit

y

Silver Grill Cooke

ry

classes

No Own

Decision

Very

Much

Exclusiv

e

Showro

om

Self Wife

Suresh

Kumar

Godr

ej

Brand Silver Conv

ectio

n

Cooke

ry

classes

No Peer

Suggestio

n

Very

Much

Exclusiv

e

Showro

om

Wife Self

Shelendra

Kumar

Sams

ung

Brand Red Solo Health

y

Cookin

g

Yes Own

Decision

Very

Much

From

Dealer

Self Wife

Miss

Verma

LG Qualit

y

Black Conv

ectio

n

Start-

Up Kit

Yes Own

Decision

Till Some

Extent

Exclusiv

e

Showro

om

Self Wife

Rajeew

Ranjan

Sams

ung

Featur

e

Silver Conv

ectio

n

More

Auto

Cook

Menu

Yes Brand

Loyalty

Till Some

Extent

Exclusiv

e

Showro

om

Wife Self

Rajesh

Ranjan

LG Qualit

y

Red Grill Start-

Up Kit

No Own

Decision

Very

Much

Internet Wife Self

Smit

Kumar

Whirl

pool

Brand Red Conv

ectio

n

Cooke

ry

classes

Yes Peer

Suggestio

n

Very

Much

Exclusiv

e

Showro

om

Self Wife

Ravi LG Brand Silver Conv

ectio

n

Health

y

Cookin

g

No Peer

Suggestio

n

Very

Much

Exclusiv

e

Showro

om

Wife Self

Amit Samsung Quality Black Grill Cookery

classes

No BrandAwarenes

s

Till SomeExtent Internet Self Self

Bhupendr

a Kumar

Godr

ej

Featur

e

Black Conv

ectio

n

Start-

Up Kit

Yes Brand

Loyalty

Till Some

Extent

Exclusiv

e

Showro

om

Mother Daugh

ter

Nitin

Kumar

IFB Featur

e

Silver Grill Start-

Up Kit

No Own

Decision

Very

Much

Exclusiv

e

Showro

om

Wife Self

Saroj Whirl Qualit Black Grill Cooke No Own Very Exclusiv Self Self


50/73

[50]

pool y ry

classes

Decision Much e

Showro

om

Navin

Kumar

Godr

ej

Featur

e

Black Conv

ectio

n

More

Auto

CookMenu

No Peer

Suggestio

n

Very

Much

Exclusiv

e

Showroom

Self Daugh

ter

Bipin

Kumar

LG Qualit

y

Black Conv

ectio

n

More

Auto

Cook

Menu

No Own

Decision

Till Some

Extent

From

Dealer

Wife Wife

Dr. Afroj

Ahmad

Sams

ung

Brand Silver Grill Start-

Up Kit

Yes Peer

Suggestio

n

Till Some

Extent

From

Dealer

Wife Self

Rajesh LG Brand Red Conv

ectio

n

Health

y

Cooking

No Peer

Suggestio

n

Very

Much

Exclusiv

e

Showroom

Wife Daugh

ter

Sanjay

Kumar

LG Qualit

y

Silver Solo Start-

Up Kit

Yes Own

Decision

Very

Much

From

Dealer

Self Wife

Rakesh

kishor

Sharma

Godr

ej

Brand Black Grill Cooke

ry

classes

No Brand

Loyalty

Very

Much

Exclusiv

e

Showro

om

Self Self

Om

Prakesh

Sharma

Sams

ung

Qualit

y

Black Conv

ectio

n

Start-

Up Kit

Yes Peer

Suggestio

n

Till Some

Extent

From

Dealer

Wife Self

J.P Agrwal LG Brand Silver Conv

ectio

n

More

Auto

Cook

Menu

No Own

Decision

Very

Much

From

Dealer

Wife Wife


51/73

[51]


Consumer pre purchase Behaviour Survey

How people take decision to purchase Microwave Oven?


Sample size =30

Customers preference of brand

Out of 30 respondents 9 have shown interest in purchasing Washing

machine of LG, 6 of Samsung, 6 of Whirlpool, 7 of IFB and rest 2 of

Videocon.

Inference

Most of the people liked LG, Samsung is liked by less number of

customers, IFB and Whirlpool has same awareness and Godrej is

least preferred brand.

30%

23%17%

17%

13%

Customers Response

LG

Samsung

Whirlpool

IFB

Godraj


52/73

[52]


Sample size =30

Desired attributes while buying microwave oven

While buying a washing machine 10 customers go for Quality, 9

customers go for Feature, 7 Customers go for Brand, and rest 4 go

for price.

Inference

At the time of buying MWO, brand and quality are important factors

to influence purchase decision and after that customers think aboutfeature and price.

34%

20%

33%

13%

Customers Response

Brand

Feature

Quality

Price


53/73

[53]


Sample size =30

Customers preference of colour

Out of 30 respondents 12 customers prefer white colour, 11 prefer

silver colour, 7 white and rest prefer gray colour.

Inference

Black and Silver colours are most preferable among customers.

47%

33%

13%

7%

Customers Response

Black

Siver

Red

Gray


54/73

[54]


Sample size =30

Type of Microwave Oven prefer to use

From this pie chart we can interpret that 16 customers want to

purchase Convection Microwave Oven, 9 want Grill, 4 want solo and

only 1 customers like solar Dum.

Inference

Most of the customers want to use convection microwave oven

because convection model carries all three functions (solo, grill,

convection) Many customers dont know about solar Dum,Customers second choice is grill and Solo model is liked by fewer

customers.

53%

31%

13%

3%

Customers Response

Covection

Grill

Solo

Solar Dum


55/73

[55]


Sample size =30

Attributes which influence your purchasing decision

Here 9 customers want start-Up Kit, 8 customers want cookery

classes, 7 customers wants healthy cooking, And rest 6 customerswants more Autocook menu in microwave Oven.

Inference

Most of the customers wanted to have more accessories with starter

Kit because it helps in cooking of different menu, some needed

cookery classes and some needed healthy cooking feature and

some needed more auto cook menu.

28%

24%17%

31%

Customers Response

Cookery Classes

Healthy cooking

More Autocook Menu

Start-Up Kit


56/73

[56]


Sample size =30Awareness about IFB Microwave Oven

Out of 30 respondents 10 customers are aware about IFB

microwave Oven and 20 customers are not aware.

Inference

Awareness of IFB MWO is less so we need to spread the brand

awareness of MWO.

33%

67%

Customers Response

Yes

No


57/73

[57]


Sample size =30

How customer take purchase decision while purchasing MicrowaveOven

Out of 30 respondents 15 customers Purchase through own

decision, 9 through peer suggestion, 3 due to brand awareness and

rest 3 due to brand loyalty.

Inference

While purchasing MWO, most ofcustomers trusts on self decision

and some cosumers believe on peers suggestion.

48%

31%

11%

10%

Customers Response

Own Decision

Peer Suggestion

Brand Awarnees

Brand Lotalty


58/73

[58]


Sample size =30Mode of purchasing Microwave Oven

Out of 30 respondents 15 customers wants to purchase microwave

Oven through exclusive showroom, 8 customers through dealer, and

2 through internet and rest 5 customers want through retailer

Inference

Most of customers wanted to purchase from exclusive showroom

because there is more options for selecting a product also

Customers trust more on showroom, some wanted to purchase from

dealers point because dealers might provide in less price and some

liked to buy from retailer and on net.

52%

31%

10%


Exclucive ShowroomFrom Dealer

Internet

Retailer


59/73

[59]


Sample size =30

How warranty period affect sales of microwave Oven

While purchasing microwave Oven 19 customers says warranty

period affect very much, 8 customers say till some extant and 3

customers says warranty period doesnt matter for me.

Inference

Warranty period too much affects the buying decision; this is

perception of most of the people, some think it affect for some extent

and some think it does not matter.

63%

27%


Very Much

Till Some Extent

Doesn't Matter


60/73

[60]

Existing Customer

1 PRODUCT 90% customer is satisfied with

product and 10% are not

satisfied.

2 FEATURE 50% Customers buy due to Best

Feature, 35% Customers due toBest Quality and rest dont

know.

3 BRAND

4 Price 80% customer says price of IFB

product according to product

quality and they are satisfied

with IFB pricing strategy.

5 After Sales Service 80% customer is satisfied with

services, 10% cant say and rest

10% are not satisfied.


61/73

[61]

Chapter - 5

CONCLUSIONS ANDRECOMMENDATIONS


62/73

[62]

SUMMARY OF FINDINGS

Our survey was confined within Patna only so the outcomesand conclusions are not applicable for the entire state orcountry.

Our sample size was 50 general customers and, so samplingerror might occur or may not be accurate.

Many customers did not entertain us and did not want todisclose their internal information to us.

We had limited time for doing the survey, preparing the reportsand completing our projects.

IFB washing machines have not strong presence at dealershave IFB washing machines in their stores.

IFB had wide range of washing machines in both the section toloading as well as front loading washing machines.


63/73

[63]

IFB had a very strong market share in terms of sales of frontloading washing machines as compare to top loading.

The major competitors of IFB washing machines are Samsung& LG but whirlpool & Videocon are future threat for IFB marketshare.


64/73

[64]

Conclusion

IFB need to create public awareness in market & incurred

heavily on promotional activities.

Need to increase number of dealers at Patna, search for newdealers in this region.

IFB try to come up with special customize shop only for IFBproducts.

Give much concern to exhibition on different location in Patna,where IFB can reach maximum and potential customers.

Need to capture as much display as it can in the stores forbatter sales.

Dealers discounts and schemes should be maintained to

satisfy dealers.

The brand promotional techniques like canopies, activities, freeservice camps, stage shows etc. should be done more regularlyto improve brand awareness.

Brand promotional initiatives like personal relation, directcontact with customers using distribution channel should be

done.

Improve the ambience and POP in the stores having IFBSproduct so that the customers mind can captured and sales canbe promoted.


65/73

[65]

LIMITATION OF THE STUDY

Since nobody is perfect in this world, everyone has some limitation.So is the case with this study also. These are the followinglimitations;

a) Due to shortage of time, study was confined to specified areas ofPatna.

b) Some respondents were hesitant to disclose some information orhave given incomplete information.

c) There might have been some biased responses, and because ofwhich findings may not be 100 % accurate.

d) The information presented may not be accurate due to the lead-time between the time of collection and time of presentation of data.


66/73

[66]

BIBLIOGRAPHY

BOOKS1. Principles of Marketing - P. Kotler and Armstrong

2. Marketing Research - B.S Bedi

3. Research Methodology - C.R Kothari

Websiteswww.ifbindustries.com

www.ifbsappliances.com

www.monycontrol.com

www.topcompaniesinindia.com

www.company.monsterindia.com
http://www.ifbindustries.com/http://www.ifbsappliances.com/http://www.monycontrol.com/http://www.topcompaniesinindia.com/http://www.company.monsterindia.com/http://www.company.monsterindia.com/http://www.topcompaniesinindia.com/http://www.monycontrol.com/http://www.ifbsappliances.com/http://www.ifbindustries.com/


67/73

[67]

Questionnaire

Name.

Location...

Phone No.................................................................................

Age- (1) 18-28 ( ) (2) 29-39 ( ) (3) 40-50 ( ) (4)

Above 50 ( )

Gender - (1) Male ( ) (2) Female ( )Income- 15000-25000( ) 25000-35000( ) Above 35000(

)

Washing Machine

1. Which brand (washing machine) do you want to use?

(a) LG

(b) IFB

(c) Whirlpool

(d) Any other......................................................

2. Which attributes do you look for purchasing washing machine?

(a) Quality

(b) Feature

(c) Brand

(d) Any other........................................


68/73

[68]

3. Which colours of washing machine do you prefer most?

(a) Red

(b) Silver

(c) White(d) Any other Please Specify.....................................

4. Which type of Washing Machine do you like to use?

(a) Front Loading

(b) Top Loading

(c) Semi Automatic

5. Which attributes Influence your purchasing decision for

washing machine?(a) Steam wash

(b) Air bubble wash

(c) Foam Control

(d) 3D Wash system

6. Are you aware about Fully Automatic Top Loader/ Front Loader

IFB washing machine?

(a) Yes(b) No

7. How do you take purchase decision while purchasing washing

machine?

(a) Own Decision

(b) Brand Loyalty

(c) Peer suggestion

(d) Brand awareness


69/73

[69]

8. To what extent warranty period and other sales services effect

your purchase decision?

(a) Very much

(b) Till some extent(c) Doesnt matter

9. Which mode of purchasing would you like to adopt to buy new

washing machine?

(a) Retailer

(b) Online

(c) Exclusive showroom

(d) Other10. Who is the decision maker to buy washing machine?

(a) Self

(b) Husband

(c) Wife

(d) Any other Please specify.............................................

11. Who is user of washing machine in your family?

(a) Wife(b) Maid

(c) Other Please Specify.......................................................


70/73

[70]

Questionnaire

Name.

Location...Phone No.................................................................................

Age- (1) 18-28 ( ) (2) 29-39 ( ) (3) 40-50 ( ) (4)

Above 50 ( )

Gender - (1) Male ( ) (2) Female ( )

Income- 15000-25000( ) 25000-35000( ) Above 35000()

Microwave Oven

1. Which brand do you choose while buying microwave oven?

(a) LG(b) IFB

(c) Samsung

(d) Any other Please specify..........................

2. Which attributes do you look for purchasing microwave oven?

(a) Quality

(b) Price

(c) Brand(d) Any other........................................


71/73

[71]

3. Which colours of microwave oven do you prefer most?

(a) Red

(b) Silver

(c) White(d) Any other Please Specify.....................................

4. Which type of microwave oven do you like to use?

(a) Solo

(b) Grill

(c) Convection

(d) Solar Dom

5. Which attributes Influence your purchasing decision formicrowave oven?

(a) Healthy cooking

(b) Start-Up Kit

(c) More auto cook menu

(d) Cookery Classes

6. Are you aware about microwave oven of IFB?

(a) Yes(b) No

7. How do you take purchase decision while purchasing

microwave oven?

(a) Own Decision

(b) Brand Loyalty

(c) Peer suggestion

(d) Brand awareness


72/73

[72]

8. To what extent warranty period and other after sales services

effect your purchase decision?

(a) Very much

(b) Till some extent(c) Doesnt matter

9. What mode of purchasing would you like to adopt to buy new

microwave oven?

(a) Retailer

(b) Online

(c) Exclusive Showrooms

(d) Other10. Who is the decision maker to buy microwave oven?

(a) Self

(b) Wife

(c) Husband

(d) Any other Please specify.............................................

11. Who is user of microwave oven in your family?

(a) Wife(b) Maid

(c) Mother

(d) Other Please Specify......................


73/73

Documents

Ramkrishna - Final Project.docx