RESEARCH ON ONIDA

AC’s

-by Niten kumar

(Intern at Onida)
Gautam Buddha University
 GOAL

COMPARATIVE RESEARCH ON ONIDA AC’S AMONG

THE DEALERS
 ABOUT ONIDA
Onida was started by G.L. Mirchandani, his brother
Sonu Mirchandani and Vijay Mansukhani in 1981 in
Mumbai. In 1982, Onida started assembling television
sets at their factory in Andheri , Mumbai. Since then,
Onida has evolved into a multi-product company in
the consumer durables and appliances sector. Onida
achieved a 100% growth in ACs and microwave
ovens and a 40% growth in washing machines last
year.
 OBJECTIVES
Identify the level of dealer satisfaction and their
perception about Onida’s Air Conditioners price and
quality
Market effectiveness of Onida Air Conditioners as
compared to competitors.
Effect of Advertising and Sales Promotion Schemes
and incentive on Consumer and Dealers.
To study the position and potential of the product in
Ghaziabad and Noida.
 LIMITATIONS

Sample size reduced from 100 to 50.

Some respondents were not willing to share
information.
 Limited time frame .
Each and every region was not easily accessible.
Dubious response from dealers.
 RESEARCH METHODOLOGY
DESCRIPTIVE RESEARCH
DATA COLLECTION
SAMPLING FRAME
SAMPLING UNIT
SAMPLE SIZE
 Conclusion
From lterature review and findings we can say that
Onida needs to redesign its marketing strategies and
improve its after sales services in order to make a
success in India. Two ways for improvement:
Improve the marketing strategies i.e. advertising,
promotions etc. This could certainly help Onida to
penetrate the tough Indian market and to keep the
market share intact.
Improve after sales service of the Air conditioner.
 Findings
In selling point of view here we see that in market
SAMSUNG is the leader .
LG leads with its promotional facilities, followed by
SAMSUNG and other brands..
Voltas has best brand image, followed by Samsung, LG
and ONIDA.
ANALYSIS & FINDINGS
RESULTS OBTAINED USING SPSS
 RESULTS BASED ON HYPOTHESIS TESTING
NO SIGNIFICANT Product
Brand Image
Quality
RELATIONSHIP

Most selling
brands
 Compe
titive
price

Brand
image

Most selling
BRAND IMAGE & brand
COMPETITIVE PRICE
OFFERED with
SIGNIFICANT
RELATIONSHIP with
PRICE/FLAT
 SUGGESTIONS
Improve after Sales Service.
Improve the marketing strategies.
More promotional campaigns must be started.
THANK YOU