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A Project Report on, QUALITY ASSURANCE of,

Submitted in partial fulfillment of the requirements of degree of Bachelors of Business Administration (2010-2013) Submitted to: Submitted by:

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Table of content Executive summary Objectives and usefulness of the study. Mission ,vision , quality policy , quality assurance.

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Chapter 1. INTRODUCTION a. Introduction b. Industry profile c. Company profile d. Review of literature Chapter 2. RESEARCH METHODOLOGY a. Research methodology b. Limitations of the study
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Chapter 3. DATA ANALYSIS AND INTERPRETATION a. Data analysis and interpretation and evaluation. Chapter 4. CONCLUSION a. Conclusion b. SWOT analysis
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Chapter 5. FINDINGS AND RECOMMENDATIONS a. Findings b. Recommendations ANNEXTURE Bibliography Questionnaire


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In todays scenario, Quality is acknowledged as one of the most potent sources in contributing directly and significantly in the growth of any organization. This project attempts to explore the most effective QUALITY for smooth sailing of an organization. It was a research conducted to get the feedback of the customers from different departments about the quality assurance system followed in the organization. The main research objective was to understand the relevance of wide variety of methods and techniques that can be explored towards performance of the organizational goals. In todays competitive world every organization is geared towards maximum return with minimum investment. Quality plays a vital role towards planning & controlling cost effective manpower support. Channelizing human energies in a predetermined desirable direction are not possible unless harmonious relations are maintained among team members involved in business development. Concept of customers retention was also understood through the project study. The ways adopted by companies to manage grievances and stress and thereby motivating the employees and improving quality were studied through the project. This project covers the QUALITY ASSURANCE by defining its meaning. What are the objectives of performance appraisal, Process which is followed during the appraisal method. Certain steps are involved in performing the performance appraisal technique like establishing performance standards, communicating those standards, measuring the performance then comparing the performance with the pre defined standards, discussing results and then taking corrective measures. This chapter also includes challenges faced in the process and the purpose of performance appraisal.

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The next chapter is Research and Methodology . Research is an organized inquiry designed and carried out to provide information to solve the problem. The fact, search is an art of scientific investigation of a certain problem. Research is the process of systematically obtaining accurate answers to significant and pertinent questions by the use of the scientific methods gathering and interpreting information. It also includes the method of collection of data which are primary method and secondary method. Sample design and data collection are also mentioned. The next chapter is of Analysis and finding where it is shown the responses of different people when asked about performance appraisal. An questionnaire was formed to know about the actual thinking of employees about performance appraisal method. A questionnaire is a research instrument consisting of a series of questions and other prompts for the purpose of gathering information from respondents. Although they are often designed for statistical analysis of the responses, this is not always the case. And on the basis of the questionnaire a table and pie charts were drawn for each question to understand and interpret the responses more effectively. Conclusion and recommendations are essential for a report. Conclusion summarize your report .The conclusion from this report for me is that an individual got to experience the real corporate world and understand it and these experiences may help them in their future in a drastic way. Recommendations are also very helpful for an individual or an organization. Suggestions or recommendations are good in a way as it helps in further improvement .Certain recommendations are also mentioned in this report as it is incomplete without it Every project or report has some limitations or in the process of making the report certain obstacles are always involved In this report problems regarding the distribution of questionnaire and getting it filled was a bit difficult to accomplish. Those problems that occurred during the completion of the report are also mentioned.

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objectives of the Study

This study was undertaken to study the market penetration for ONIDAs products quality . 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 Delhi 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 in preferring a brand.

Usefulness of the study The project will help the organization to find out the opportunity for ONIDA in Delhi Region. The project will help the organization to know Distributors Dealers and consumers perception about Onidas quality and its competitors product quality. The study will help the organization to find

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out close competitors for ONIDA. It will help to decide suitable promotional schemes for its products and their quality in various categories such as in electronic items. Vision
To build a brand around substance. To communicate simple truths that customers understand. To become a leader in our chosen field and become a globally recognized, prestigious company through synergistic businesses investment, differentiation through innovation, passion through empowerment, cost through economies of scale and world class systems and procedures that bring in a sense of delight to our stakeholders.

To benefit society at large through Innovation, Quality, Productivity, Human Development and Growth, and to generate sustained surpluses, always striving for excellence, within the framework of law and in nothing but the truth in which we base our every action.

Quality Policy
The company is committed to quality and strives for a continuous improvement through innovation and human development to give the customer better value for money always. All quality norms followed are constantly upgraded taking into account changing customer needs. The TQM movement being practiced has enabled process innovations. Due emphasis is given to prevention driven activities through feedback obtained from all over. Product reliability tests are performed with total compliance to international

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quality assurance standards. All the above processes have lowered the quality problems and helped improve customer satisfaction.

Quality Assurance
Superior quality is the cornerstone of every Onida product. Our rigorous practices and procedures aim at maintaining the highest quality standards at all times. We believe that a satisfied customer is one who takes pride in ownership of our products and always recommends Onida.

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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 Delhi 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. In many cases, a combination of such sources was used. In todays 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 quality assurance towards ONIDA is studied in depth. The study of quality 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

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environment (e.g., culture, family, signs, media);The behavior of consumers while shopping or making other marketing decisions; 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 satisfy the consumer.

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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

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coolers, room heaters, geysers, electrical irons etc.

Home Appliance Companies in India

There are many Home Appliance companies in India like ONIDA, 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.

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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. :

Share of categories in Home Appliances sector in Oct-Dec11

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(Source: www.adex.in, accessed on March 22, 2011) 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-Dec11 Interestingly, Television Sets (154) advertised the maximum number of brands followed by Mixers/Grinders (111) and Water Purifiers (104)

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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

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L. Mirchandani, Mr. Vijay J. ansukhani and Mr. Sonu L. Mirchandani.


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-theart 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. 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 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

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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. 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

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ONIDA brand has following range of products.

1. LCD TVs

2. LED TVs
3. Plasma TVs 4. DVD and Home Theater Systems 5. Air Conditioners 6. Washing machines 7. Microwave Ovens

8. Presentation Products 9. Inverters 10. Mobile Phones,etc.

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Onidas range of LED TV does begin from the 22 model and go up to the 40 variant. All of their LED TVs are designed with Full High Definition capability. They have designed the LED TVs with the unique ICare Technology so that the TV viewing is pleasurable.

11. 12. 13. 14.

Onida offers a wide range of LCD TV from 22 to 42 with distinct features. Most of their LCD TVs are designed with Full High Definition capability to ensure brilliant picture clarity. Onida has different models of LCD TVs based on user requirement. Thus they have the PLUS Range, the Diamond series, the M series, and the colourful range of Vogue LCD TVs.


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16. 17. 18. 19. Onida has a vast range of Ultra-Slim and flat televisions. The main advantage of Onida in this category over its competitors is that their Ultra-Slim televisions are equipped with KY Thunder technology which comes with a woofer base and has the most powerful sound in the category.

20. 21. 22. 23. 24. Todays day and age requires people to capture video on their camcorders, digital camera and mobiles. The Onida Atom, a touch screen high-definition multimedia player with card reader and USB port. It directly plays movies, music and pictures through camcorders, camera, USB and mobiles.

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25. 26. 27. 28. 29. The Onida 2010 range of Air-Conditioners is designed to provide Instant Cooling in peak summer when it is needed the most. Onida Air-Conditioners have high energy efficiency and heavy duty cooling due to its advanced design of large multi bend cooling coils, highly efficient compressors and high air throw. Only Onida AirConditioners have unique and advanced features like I-cool, Actual savings meter, One touch AC and Fan auto control, Large Display and bio-sleep with 3 stage control.


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Indias most convenient High front loading fully automatic washing machine: A front loading washing machine gives the best wash quality but requires bending while washing clothes. Onida high front loading washing machine has a wider and taller drum for superior cleaning. Its Indias slimmest high front loading washing machine.

31. 32. 33. 34. 35.

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Be a multi cuisine chef at the touch of a button: Onida Black Beauty Microwave comes with Indian Auto cook menu which makes cooking so simple that even a husband can become a multi-cuisine chef at the touch of a button.


Onida brings customers the range of fully loaded mobiles. Every single Onida Mobile has much more to offer as compared to any ordinary mobile phone. It has so many features yet its so easy to use. So now customers can enjoy better, work better or simply talk better.

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Analyzing quality is perceived as cornerstone of a successful QUALITY ASSURANCE. Finding Best Quality is the mental and emotional processes and the observable behaviour of consumers during searching purchasing and post consumption of a product and service. Similarly it refers quality 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 consumers decision making process is the foundation of entire notion of quality. 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 consumers 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 where consumers are considered as thinking problem solver which are receptive as well as actively searching for the products and

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services that can fulfil their need. Consumers 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.

Consumers 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 postpurchase action (satisfaction or dissonance). If the consumer is satisfied with the products quality 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 Companys image. 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 quality 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,

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pleasure and 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 judged to 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 wellbeing. have reviewed how materialistic tendencies are associated with individuals identities, use of money, motivation for work, and social behaviour.Substantial research

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further suggests that people highly oriented toward 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, Indias middle and high-income population has grown at a rapid pace of over 10% per annum, even as the large low-income base has

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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 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

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for the largest proportion of the teenagers pocket money (with ice-creams and soft drinks leading the category).Further, 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

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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 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 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 Maslows 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 ones need/ability is a

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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 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

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

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Replicable, so others may test the findings by repeating it. Discovering new facts or verify and test old facts. Developing new scientific tools, concepts and theories, which would facilitate to take decision related to quality and consumer preferences.

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 sample 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.

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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Sample size
For carrying out any research or study on any subject it is very difficult to cover even 10% of the total population of onsumers. 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. 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. Considering the constraints, it was decided to conduct the study based on sample size of 100 people.


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 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.

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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.


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. The respondent may be biased.

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(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:


No of Respondents

Percentage of Respondents 7% 73%

Less than 10,000 10,000 to 20,000 20,000 to 40,000 More than 40,000

7 73




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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?

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No of Respondents

Percentage of Respondents 20% 61% 7%

Refrigerator Television Washing machine DVD players A/C

20 61 7

8 4

8% 4%

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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 effectively by the company. TV and refrigerator are always having their demand because they are considered as most essential household requirements

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What brands are you aware of?

Options SAMSUNG ONIDA LG SONY No. of Respondents 34 26 16 24 Percentage of Respondents 34% 26% 16% 24%

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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 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

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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?

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Options YES NO

No of Respondents 68 32

Percentage of Respondents 68% 32%

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The above diagram will clearly depict the brand awareness of the ONIDA in the area where the survey was conducted. Most of the respondents reply was positive and hence it denotes that ONIDA has a good influence among the people. So ONIDA has to effectively perform to capture more and more consumers.

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Your opinion about ONIDA home appliances?

Options Very Good Good Neutral Bad Very Bad

No of Respondents 23 29 5 7 4

Percentage of Respondents 34% 43% 10% 7% 6%%

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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 its 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.

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What Onida products do u own now?


No of Respondents

Percentage of Respo13ndents 3% 32% 41% 6%

Microwave Television LCD DVD

9 23 29 4

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players A/C 6 8%


The above diagram will clearly depict ONIDAs 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

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influence among the people. So ONIDA has to effectively perform to capture more and more consumers

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Table No:7 What are the things you think before buying a product?

Options After Sale Service Free Delivery & Warranty Price Discount & Credit Purchase Freebies

No of Respondents 17 23 26

Percentage of Respondents 25% 34% 38%


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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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Rank the below in order of Importance

Options After Sale Service Free Delivery & Warranty Price Discount & Credit Purchase Freebies

No of Respondents 70 24 3

Percentage of Respondents 70% 24% 3%


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Inference: From the table no.8 and no.7 we can clearly understand the consumers 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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Are you satisfy with the quality of ONIDA product ?

Options YES NO

No of Respondents 74 26

Percentage of Respondents 74% 26%

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

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Options YES NO

No of Respondents 65 35

Percentage of Respondents 65% 35%

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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 cant 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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In the above conducted study in DELHI 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.
To conclude, the customers have a very average image of Onida and are not even aware about all of its products. Moreover the non-availability of Onida and its silence in the market place is causing customers to forget Onida and its effectiveness. The factors like advertising, technology, promotional activities and product features are to be focussed on by Onida. This will help Onida to be at par with its competitors products. Onida also needs to tap the segments of professionals and self employed people as they have a preferable attitude and opinion towards Onida. Onida can regain its market position to some extent by refocusing its marketing efforts in the right direction and thus becoming more customers oriented. It is important that Onida not only redirects its QUALITY ASSURANCE but also increases and intensifies its marketing efforts in order to at par with several of its competitors.


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4.1 Strengths:
The approach: The approach of Onida is entering and ruling the market through

competitive technology and high quality products

Target: The target of Onida is not only number driven but also about acquiring

and retaining customers

Brand: Onida has created a unique brand image for itself as a high end value

driven brand
Mass market: Targeting the mass market is Onidas core strength

4.2 Weakness:
Promotions: Less Investment is done on Promotions and Advertisement in

comparison of the competitors by Onida

Obsolescence: Now the DEVIL MAN in the advertisement is not working for

ONIDA and company is not able to connect with this generation.

Lack of awareness: Customers are not aware about all the products of Onida.

4.3 Opportunities: Indian mass market: The Indian mass market is substantially large and sustainable
Value: The high end value driven proposition helps Onida in increasing market

Semi urban markets: The growing semi urban market is also a great opportunity

that Onida should try and explore

Purchasing power: Purchasing power of people is increasing day by day and this

is beneficial if Onida can tap it

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4.4 Threats:
Competition from MNC's: The Indian mass market may be captured by rival

MNCs like LG, SAMSUNG and SONY Price erosion: Due to increased price of inputs and continuing price erosion there is downtrend in the consumer durable market

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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 ONIDA command a high market share. These brands score high on following factors: Product Line: These companies (LG, Sony, Samsung, Phillips and ONIDA) 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. ONIDA 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, ONIDA 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 isnt helping. Visibility: The companies are associated with events and sponsorships. Like

LG and ONIDA 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 doesnt 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. The remaining 22% are really mere users of

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other brands they couldnt to switch over due to their own customs and conventions towards ONIDA.

Talking about the familiarity of the people towards the Companys 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 TVs 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 LCDs 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 LCDs 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 its 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

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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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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. Gangulys image of a fighter and a class player will help Onidas 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

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regain visibility, Association with events can help. Onidas 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.

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.

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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).

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 LEDs which will be the future after LCDs. 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

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

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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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Name: Address: Age: Gender: Mobile. No:

1. Approximate household income/month: <10,000 10,000-20,000 20,000-40,000 >40,000


What are the products you own now

Refrigerator Television washing machine DVD player A/C

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What brands are you aware of?



Are you aware of Onida?


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

5. . Your opinion about ONIDA home appliances?

Very good


Neutral Bad Very Bad

6. What Onida products do u own now?

Television Microwave DVD player A/C LCD

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

After Sale Service

Free Delivery & Warranty

Price Discount & Credit Purchase


8. Rank the below in order of Importance

After Sale Service

Free Delivery & Warranty

Price Discount & Credit Purchase


9. Are you satisfy with the quality of ONIDA products?

Yes No

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

Yes No

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11. Your comments and feedback are always welcome

Thanks for participating.