Vous êtes sur la page 1sur 77

Competitive Analysis of Godrej with Samsung

A report submitted to

Asian Business School, Noida


as a partial fulfillment of Full time

Post Graduate Diploma in Management (PGDM)


(Approved by AICTE, Ministry of HRD)

Submitted to: MS. RUCHI BHATIA ASIAN BUSINESS SCHOOL NOIDA

Submitted by: SK FIRDOUS AHMED ROLL NO. 0078 Batch. 2012-2014

Asian Business School (ABS) A2, Sector 125, Noida

www.abs.edu.in

Certificate

This is to certify that the SK FIRDOUS AHMED, student of Asian Business School (ABS) undergone Summer Internship in our company STUDY ON CONSUMER BEHAVIOUR & SATISFACTION LEVEL ON SALES & SERVICE IN CONTEXT WITH

on Godrej Boyce Home and Appliances product


The project work done by the candidate is original and has worked under my guidance. The candidate has undergone training from 15th April 2013to 31st May 2013 at our KALKA MORE, NEAR OKHALA RAILWAY STATION office.

Date:

Name of the guide

Seal/Stamp of the Organization

Address:

Acknowledgement

I would like to express sincere gratitude to my project guide by Ms. Ruchi Bhatia. His co-operation and guidance had helped me a lot towards the successful completation of the present study. He has given me never ending valuable guidance and direction, through valuable suggestion with enthusiastic encouragement throughout period of my work and preparation of this project. I am grateful to our respected HOD, Mrs Gunjan A.Rana and all our respected professor of my Department of PGDM. Whose help and able guidance has enabled this project to reach it successful completion. I take this opportunity to express whole heart thanks to Mr. Pankaj kr.Chikaria (manager) and Mr. Sagar kumar (manager) OF GODREJ BOYCE COM. LTD. I would also like to thank Mrs. Rashmi Sharma who guided me at every step in the execution of the project and their experience and valuable guidance were very helpful. At last but not the least I would like to thank my parents for their inspiration and encouragement for completing the course and all the others who helped me directly and indirectly in writing this dissection.

Signature

Date:

Declaration

I hereby declare that this project entitled STUDY ON CONSUMER BEHAVIOUR & SATISFACTION LEVEL ON SALES & SERVICE IN CONTEXT WITH Godrej Boyce Home and Appliances product is the result of my original Work and the same has not been previously submitted to any examination of this university or any other university.

I am fully aware of the fact the decision shall be liable to be rejected and cancelled if found otherwise.

Date:

Signature

TABLE OF CONTENT

INTRODUCTION OBJECTIVE HISTORY OF GODREJ PRODUCT PORTFOLIO RESEARCH METHODOLOGY LITERATURE REVIEW RECOMMENDATIONS / FINDINGS CONCLUSIONS BIBLIOGRAPHY

Introduction

1958. The summer heat gets easier. Godrej Appliances makes the very first refrigerator in India. Fast forward to today. Eon is bringing you cool new features to meet todays needs. Our addiction to innovation is an old story. We launched PUF (polyurethane foam) technology way back in the 80s. Created 100% CFC free fridges much before green got fashionable. And added colorful doors to these cooling machines. And so on. We continue moving forward. Not just with Refrigerators, also Washing Machines, Air Conditioners, Microwave Ovens, DVD Players and Televisions. And more. Not to be cheeky here, but we were voted the Most Trusted Brand, Gold award (Readers Digest consumer survey) 4 years in a row by our consumers. And earned the CNBC Consumer Awaaz Award, 3 years in a row. Eon, in the Consumer World Awards, was chosen as Mera Brand of the year, 2008. The same year when Urjavaran Foundation handed over the Empower India Award, towards energy efficiency, we were at the receiving end. Next. Godrej Appliances becomes a Superbrand.

Introduction:-

Godrej history:
The fag end of the 19th century was a time of great political turmoil. The nationalistic movement had gained momentum and people from all walks of life were joining in the struggle to free India from British rule. One such person was a young lawyer who went by the name Ardeshir Burjorji Godrej. No one could have imagined that an important part of India's industrial history was being commissioned when he chose to give up law. His mission was to develop a product that would displace brands the well entrenched foreign brands and give them a worthy India-made competitor. In 1897 he decided to manufacture locks. The product he had in mind would be manufactured using modern techniques and machines. This was the only way, he believed, that his produce could equal or better brands already available in the market. The success of this launch led to the development of India's first home-grown safe in 1902. It was a satisfying moment in its history when the company was called upon to provide safes for the Queen of England when she and her entourage visited India in 1905. In the next near-one hundred years this fledgling company would go on to becoming India's most complete security solutions organization offering a comprehensive suite of security solutions for residential, industrial and business premises.

Today, the company also manufactures equipment for the banking industry including vaults as well as entrance doors for homes and products for the marine and defence Sectors. Godrej Security Solutions exports to over 45 countries

Incorporation

Established in 1897, the Company was incorporated with limited Liability on March 3, 1932, under the Indian Companies Act, 1913.

INTRODUCTION TO CORPORATE

Godrej Group consists of two corporate entities: Godrej Consumer Products and Godrej Industries. Godrej Industries Ltd. (GIL) is India's leading manufacturer of oleo-chemicals and makes more than a hundred chemicals for use in over two dozen industries. It also has a major presence in food products such as refined oil and tetra pack fruit beverages. Besides, it operates businesses in medical diagnostics and real estate. Godrej Consumer Products Ltd. (GCPL) is a major player in the Indian FMCG market with leadership in personal, hair, household and fabric care segments. Each company has several divisions and factories. They are presently exporting their products to 30 countries.

HISTORY GODREJ GROUP

Started in 1897 as locks manufacturing company, the Godrej Group is today one of the most accomplished and diversified business houses in India. In 1930, Godrej became the first company in the world to develop the technology to manufacture soap with vegetable oils. The Godrej Group stands in a strong position today. With annual sales in excess of $1 billion, a workforce of approximately 18,000, and a strong diversified portfolio, Godrej has proven its ability to deliver strong financial performance.

On 7th May, 1897, Ardershir Godrej gave up law and took up lock making. Godrej and Boyce Mfg. Co. Ltd., was established at Lalbaug, Mumbai. This was the holding company of the Godrej Group. Godrej began manufacturing of refrigerators in 1958. Godrej started manufacturing Washing Machines in 1996.

VISION

GODREJ is dedicated to DELIVER SUPERIOR STAKEHOLDER VALUE by providing solutions to existing and emerging consumer needs in the Household & Personal Care business. We will achieve this through ENDURING TRUST & RELENTLESS INNOVATION delivered with PASSION & ENTREPRENEURIAL SPIRIT.

MISSION

Godrejs Mission is to operate in existing and new businesses which capitalize on the Godrej brand and our corporate image of reliability and integrity .Our objective is to delight our customer both in India and abroad. We shall achieve this objective through continuous improvement in quality, cost and customer service .we shall strive for excellence by nurturing, developing and empowering our employees and suppliers. We shall encourage an open atmosphere conducive to learning and team work.

Godrej Products

Consumer Products
Godrej Consumer Products Ltd.(GCPL) is a major player in the Indian FMCG market with leadership in personal, hair, household and fabric care segments. The company is among the largest marketers of toilet soaps in the country and has a leadership position in the hair colour category in India. 1. Appliances 2. Locks 3. Furniture 4. Security equipment 5. Office automation 6. Conferencing solution 7. Soaps & personal care 8. Food 9. Aircare 10. Household insecticides 11. Housing 12. Vending machine

Industrial products:

Godrej offers an entire spectrum of industrial solutions from storage to material handling to construction to process equipment and many, many more. Whether clients are looking for standard equipment or custom engineering solutions, the first name is Godrej. 1. Storage solution 2. Automated warehousing 3. Material handling equipment 4. Process equipment 5. Precision components & systems. 6. Machine tool service 7. Electrical & electronic services 8. Tooling 9. IT solution 10. PLM solution 11. Medical diagnostics 12. Agro product 13. Chemicals 14. Construction material & services.

Appliances Product of Godrej and Boyce Mfg Co. Ltd

Refrigerators. Direct cool Frost free

Air Conditioners Split Window

Washing Machines.

Microwave Ovens.

Fully Automatic Semi Automatic

Steam Convection Grill/combination Solo

Products Portfolio

GODREJ GDE 195 BX3 (MAPLE MIRROR)

GODREJ GDA 19A2

Godrej Refrigerator GFE25SMT4N OceanicSteel

GODREJ GFE 27FMT5N(OCEANIC STEEL)

GODREJ GDA 19A1

GODREJ GDE 23B1 (221 LTS)

GODREJ GDA 19A2 - SC

Godrej GDE 19 DX4 Direct Cool Refrigerator

GODREJ GDE 195 CM4 (BLACK STREAK)

Godrej GFE 32 CVT4N Frost Free Refrigerator

GODREJ GDE 23CM4

GODREJ GFE 27TZ (5 STAR)

GODREJ GDN 185 D FROST STEEL 4

GODREJ GDE 19B2 (183 LTS)

Godrej GDPV5 195T Direct Cool Refrigerator

GODREJ GFE 25 SP4N

GODREJ GFE 25 SP3N

GODREJ GFE 27SMT5N (OCEANIC STEEL)

GODREJ GFE 30CMT4N

REFRIGERATOR GODREJ GFE30CVT4NSWR

Godrej Frost Free Refrigerator GFE 36 CVT4N (Red)

GODREJ GFE 25 SVT4N

GODREJ 190PDS (WINE PETALS)(NEW)

GODREJ GFE 27SMT3N (NEW)

Voltas Window Air Conditioner Gold 2S-1 - 0.75Tr

LG 1.5 Tons - LWA5WR2D Window AC (White)

Hitachi Window AC 1.5T 5 Star Summer TM-RAT518HTD

Blue Star Window AC 1.5T 2 Star 2WAE181YB

Hitachi Window AC 1.5T 3 Star Kaze Plus-RAW318KTD

Voltas Window AC 1.5T 5 Star Platinum 5S

GWF 701 FCS Features

GWF 651 FCS - Features

GWF 621 FCS Features

GWS 8001 PPI

On March 1, 1938, founding chairman Byung-Chull Lee started a business in Taegu, Korea, with 30,000 won. At the start, his business focused primarily on trade export, selling dried Korean fish, vegetables, and fruit to Manchuria and Beijing. 1970: Black and white TV (model:p-3202) production started by SamsungSanyo. 1974: Began washing machine and refrigerator production Samsung India strengthens its Fully Automatic Washing Machine range. 1976. 1 millionth black-and-white TV produced.

SWOT ANALYSIS STRENGTHS

The Company has wide range of product line. The management is trained and efficient. The Company has got wide range of branches within the country. Robust manufacturing. Sophisticated IT connectivity with distributors. Well-developed R&D capabilities

WEAKNESSES:

The Company does not go for advertising, which is one of the biggest disadvantage of Godrej. Its emphasis more on the advertising of office automation & prima division. The company is focusing many security products at a same time. The effective selling schemes are not available like payment on installments. Gifts not being so attractive. Most of the dealers prefer other companies appliances.

OPPORTUNITIES

Increase consumer offers. Huge market share.

THREATS

Strong competition. Products are not unique. Lot of branding done by other competitors.

Financial Ratio Analysis


Particulars Operational & Financial Ratios Earnings Per Share (Rs) CEPS(Rs) DPS(Rs) Book NAV/Share(Rs) Tax Rate(%) Margin Ratios Core EBITDA Margin(%) EBIT Margin(%) Pre Tax Margin(%) PAT Margin (%) Cash Profit Margin (%) Performance Ratios ROA(%) ROE(%) ROCE(%) 20.47 29.80 33.98 36.43 36.84 41.85 34.47 36.37 42.07 36.51 47.20 44.16 58.21 114.58 71.00 17.96 25.03 24.48 19.49 20.33 19.53 21.70 21.36 17.05 17.91 20.55 23.39 23.11 19.17 20.23 14.51 17.23 16.45 14.29 15.56 20.16 19.57 18.43 16.13 17.84 17.76 18.52 4.75 74.11 20.38 13.44 14.12 4.50 47.39 20.18 8.05 8.50 4.25 26.85 17.06 6.29 6.85 4.00 20.90 13.11 6.56 7.25 4.00 6.54 12.48 Mar 2012 Mar 2011 Mar 2010 Mar 2009 Mar 2008

Asset Turnover(x) Sales/Fixed Asset(x) Working Capital/Sales(x) Efficiency Ratios Fixed Capital/Sales(x) Receivable days Inventory Days Payable days Valuation Parameters PER(x) PCE(x) Price/Book(x) Yield(%) EV/Net Sales(x) EV/Core EBITDA(x) EV/EBIT(x) EV/CE(x) M Cap / Sales Growth Ratio Net Sales Growth(%) Core EBITDA Growth(%) EBIT Growth(%) PAT Growth(%) EPS Growth(%) Financial Stability Ratios Total Debt/Equity(x) Current Ratio(x) Quick Ratio(x) Interest Cover(x) Total Debt/Mcap(x)

1.05 2.11 19.68

2.14 2.94 -12.67

1.80 4.79 8.20

2.55 4.25 3.39

3.61 3.61 -73.60

0.47 11.63 43.52 58.62

0.34 9.76 33.94 32.57

0.21 6.06 41.56 34.27

0.24 3.55 47.08 42.37

0.28 4.37 56.09 54.39

27.01 25.90 6.47 0.99 5.43 26.08 20.86 4.52 5.48

27.18 25.88 7.71 1.23 4.87 22.44 21.70 7.76 4.79

32.48 30.77 9.74 1.63 6.22 24.91 26.04 9.39 6.36

21.13 19.40 6.36 3.01 2.88 14.98 16.08 5.22 3.14

18.90 17.09 18.96 3.23 3.28 14.92 16.22 10.22 3.15

20.70 15.97 40.14 38.95 32.13

94.73 69.13 82.87 75.30 66.96

16.53 51.38 55.49 53.59 28.05

22.58 7.06 8.42 9.07 -4.14

17.02 26.43 18.08 12.07 12.07

0.09 1.20 0.65 45.76 0.01

0.18 0.74 0.34 63.14 0.02

0.01 1.46 0.97 82.68 0.00

0.12 2.23 1.76 22.07 0.02

0.91 0.95 0.35 17.30 0.05

TITLE

COMPETITIVE ANALYSIS OF GODREJ WITH SAMSUNG

1.1STATEMENT OF OBJECTIVES To study the preference towards Godrej and Samsung Appliances.

To study the promotional techniques used by Godrej and Samsung. To know the awareness of advertisement of Godrej and Samsung Appliances.

1.2NEED OF STUDY Today, for any organization or firm to survive in this competitive world depends on its ability to be dynamic and be different from the competition to be unique in the industry. Customer Satisfaction helps every organization to keep the existing customer and to build new customer. The information gathered through this research can be used by the company to improve its services and became more customers friendly. This can increase the goodwill of the company and its overall performance. Thus this study is aimed to provide the management with some knowledge about its status in market . The research also aims to provide some ideas to improve the companys present condition. 1.3RESEARCH METHODOLOGY The research methodology is the specification of method of acquiring the information needed to structure or solve the problem. It is not considered to be the decision of facts but also building up the data knowledge and to discover the new fact involved through the process in the dynamic change in the society.

Talk With Dealers Ways to determine this include: Meeting with Dealers

Asking open creative questions about what is required.

Using a 'content mirror' to ensure understanding and show you are listening and Interested.

Research Design
The conceptual structure within which this research is conducted descriptive in nature as it brings forward the results concerning the set objectives, though facts, findings and enquiries; moreover it describes the state of affairs that exists at present. Comparative Research Comparative research, simply put, is the act of comparing two or more things with a view to discovering something about one or all of the things being compared. This technique is often utilizes multiple disciplines in one study. When it comes to method, the majority agreement is that there is no methodology peculiar to comparative research 1.4Data Collection: The data, which is collected for the purpose of study, is divided into 2 bases:

Primary Source: The primary data comprises information survey of Competitive Analysis of Godrej with Samsung. The data has been collected directly from dealers with the help of structured questionnaires. Secondary Source: The secondary data was collected from library and the company.

Sampling technique The selection of respondents was done on the basis of random sampling. Sampling unit The sampling unit in this report is dealers of Godrej and Samsung appliances. Sample size The sampling size of my study is 32 respondents and this sampling size was selected on the basis of Random sampling.

1.5LIMITATIONS OF THE STUDY The sample size of Dealers is limited to 32 because of time factor Many of the respondents were not open with their responses. Majority of the dealer were too aggressive in nature. Lack of Dealers cooperation was a major constraint.

There may be error due to bias of respondents. The behavior of the Dealers while approaching them to fill the questionnaire was unpredictable.

1.6DATA ANALYSIS AND INTERPRETATION

KIND OF BUSINESS

22% DIRECT DEALERSHIP

6%

CHAIN STORE

72%

DISTRIBUTOR

Graph1.6.2 showing which all products they deal in

NO. OF RESPONDENTS
REFRIGERATOR AC MICROWAVE OVEN WASHING MACHINE

25%

26%

24% 25%

Graph1.6.3 showing which brands they have in their store

WHICH BRANDS YOU HAVE

19% 28% GODREJ SAMSUNG 1FB LG 15% 6% 32% OTHERS

Rank of different Godrej products according to sales.(1- max sales, 4- least)

Particulars Refrigerator Washing machine AC Microwave

Total 16 6 14 24

Rank 3 1 2 4

16 24 6 14 Refrigerator Washing machine AC Microwave

Fig 4.10 Analysis & interpretation In Godrej appliances, washing machine is the most saleable item, followed by refrigerator and AC, whereas microwave is the least.

Table 4.11 Reasons for low sales of the least saleable item

Particulars Poor quality Unawareness People prefer foreign brands Poor sales services Less features Other reasons

Total 1 3 2

1 3 1

3.5 3 2.5

No.of dealers

2 1.5 1 0.5 0 1 2 3 Reasons 4 5 6

Fig 4.11 Analysis & interpretation Less features and unawareness are the major factors for low sales of Godrej microwave. Many dealers dont keep Godrej because its appliances have less features than other appliance brands, and because it has limited dealer network, people are generally not aware about its products.

Table 4.12 Satisfaction with regard to companys offered services Highl y satisfi ed Tot al Me an 0.5 0 4 1 1 0 Satisfi ed Neut ral Dissatisf ied Highly dissatisf ied

16.67 16.67

0 Highly satisfied Satisfied 66.67 Neutral Dissatisfied Highly dissatisfied

Fig 4.12 Analysis & interpretation Since the mean score comes out to be 0.5, so the response of the dealers is close to satisfaction level with regard to Godrejs offered services for customers.

Table 4.13 Satisfaction of dealers with regard to Godrejs promptness in launching

new products

Highl y satisfi ed Tot al Me an -0.67 0

Satisfi ed

Neut ral

Dissatisf ied

Highly dissatisf ied

0 33.33 Highly satisfied Satisfied 66.67 Neutral Dissatisfied Highly dissatisfied

Fig 4.13

Analysis & interpretation The chart clearly depicts that most of the dealers do not agree that Godrej is prompt and proactive in launching new and innovative products.

Table 4.14 Dealers satisfaction with regard to promotional tools

Highl y satisfi ed Tot al Me an 0.5 0

Satisfi ed

Neut ral

Dissatisf ied

Highly dissatisf ied

16.67 16.67

0 Highly satisfied Satisfied 66.67 Neutral Dissatisfied Highly dissatisfied

Fig 4.14 Analysis & interpretation Since the mean score is close to satisfaction level, that denotes that the company undertakes attractive promotional tools to launch its product.

Table 4.15 dealers views to continue their dealings with Godrej Particulars Yes No Total No. of respondents 5 1 6 Percentage 83 17 100

16.67

Yes 83.33 No

Fig 4.15

Analysis & interpretation 83% of the dealers(out of 6) will continue to deal with Godrej.

Table 4.16 Reasons why dealers quit/ never dealt with Godrej Particulars Poor quality Commercial hassles Co. doesnt offer attractive schemes Co. doesnt offer proper margins to dealers Poor sales service Co.s promotional tools are not effective Low brand image 3 9 1 Total 4 4 0 0

10 9 8 7 No. of dealres 6 5 4 3 2 1 0 1 2 3 4 Reasons 5 6 7

Fig 4.16 Analysis & interpretation The major reasons why the dealers quit/ never dealt with Godrej are that it has a low brand image, the companys services are poor, the product is of poor quality and commercial hassles.

Table 4.17 Dealers preference to deal with Godrej in future Particulars Yes No Total No. of respondents 1 18 19 Percentage 5 95 100

5.26

Yes 94.74 No

Fig 4.17 Analysis & interpretation 95% of the dealers would not like to deal with godrej and just 5% showed a positive response towards it. Basically the dealers are contended with the brands they are dealing in because those brands have a good market presence and brand image.

(A)
Particulars

Consumer survey
No. of respondents 0 7 38 5 0 50 Percentage 0 14 76 10 0 100

Table 4.1(B): Monthly income of respondents

Less than 1 lakh 1-3 lakhs 3-5 lakhs 5-8 lakhs Above 8 lakhs Total

80 70 60

Percentage

50 40 30 20 10 0 less than 1 lakh 1-3 lakh 3-5 lakh 5-8 lakh above 8 lakh

Monthly income

Fig 4.1(B) Analysis and interpretation: Most of the respondents surveyed had an annual income b/w 3-5 lakhs. Income level is one of the most important factors affecting purchase decision. Customers preferably go for a particular brand if they can easily afford it as some brands have comparatively high price for the same product.

Table 4.2(B): No. of family members Particulars 1-2 3-4 5-6 6-7 More than 7 Total No. of respondents 5 10 20 3 2 50

25 20 15 10 5 0 1 to 2 3 to 4 5 to 6 6 to 7 more than 7

No. of respondents

Series1

No. of family members

Fig 4.2(B)

Analysis and interpretation: Most of the respondents had 5-6 members in their family. Larger the no. of members, greater is a possibility of purchase decision being influenced by a large no. of people. Moreover, since more members consume a major share of income, so customers simply go for a less expensive brand, ie. they are more concerned about the price of the product than its brand.

Table 4.3(B): Factors influencing purchase decision Particulars Price Brand image Prestige Income level Friends advice Features Discounts Quality No. of responses 96 260 354 140 280 138 318 244

400 350 300 Rank total 250 200 150 100 50 0 Price Brand image Prestige Income Friends' Features Discounts Quality level advice Factors influencing purchase decision

Fig 4.2(B) Analysis and interpretation: As can be inferred from the no. of responses, the most important factor being considered is price of the appliances, closely followed by income level and features.

Table 4.4(B): Attributes considered before purchase Particulars Refrigerato r Washin g machin e Price 70 70 14 0 Brand image Quality Features 75 96 138 75 140 96 75 70 13 8 After sales services Advertisemen t 260 280 26 0 260 140 138 96 140 75 96 138 70 A C Microwav e

300 250 Rank total 200 150 100 50 0

Attributes of product

Fig 4.4(B) REFRIGERATOR

300 250 Rank total 200 150 100 50 0

Attributes of product

Fig 4.4(B) WASHING MACHINE

300 250 Rank total 200 150 100 50 0

Attributes of product

Fig 4.4(B) AC

300 250 Rank total 200 150 100 50 0

Attributes of product

Fig 4.4(B) MICROWAVE

Analysis and interpretation: In almost all the four appliances, price is the most considered factor, followed by brand image, quality, features and after sales services. Advertisement had a very little impact on the respondents.

Table 4.5(B): Purchase of Godrej electronic appliances Particulars Yes No Total No. of respondents 38 12 50 Percentage 76 24 100

24

Yes No 76

Fig 4.5(B) Analysis and interpretation: Out of the total respondents, 38 respondents have used Godrej home aplliances.

Table 4.6(B): Godrej appliance used Particulars Refrigerator Washing machine AC Microwave Total No. of respondents 15 5 10 2 32 Percentage 47 16 31 6 100

6 31 47 Refrigerator Washing machine 16 AC Microwave

Fig 4.6(B) Analysis and interpretation: 47% of the respondents have used Godrej refrigerators, closely followed by AC(31%) and very few respondents have used Godrej microwaves.

Table 4.7(B): Awareness about Godrej appliances Particulars Print media TV ads Internet Dealer Friends No. of responses 10 12 2 15 10

10

10 Print media TV ad 12 2

15

Internet Dealer Friends

Fig 4.7(B) Analysis and interpretation: The most effective medium of creating awareness is the dealers,followed by print media and friends.

Table 4.8(B): Duration of usage of Godrej products Particulars Refrigerator Washing machine Less than 1 yr 1-2 yrs 2-4 yrs More than 4 yrs 5 16 20 10 15 25 20 12 25 0 0 2 0 2 10 0 AC Microwave

0 20

5 less than 1 yr 16 1-2 yrs 2-4 yrs more than 4 yrs

Fig 4.8(B) REFRIGERATOR

2 10 less than 1 yr 25 5 1-2 yrs 2-4 yrs more than 4 yrs

Fig 4.8(B) WASHING MACHINE

10 25 less than 1 yr 20 12 1-2 yrs 2-4 yrs more than 4 yrs

Fig 4.4(B) AC

0 less than 1 yr 1-2 yrs 2-4 yrs 2 more than 4 yrs

Fig 4.4(B) Microwave

Analysis and interpretation:


In case of refrigerators, most of the respondents have been using it for more than 4 yrs. and no respondent has made a recent purchase of Godrej refrigerators. In case of washing machines , respondents have been using it for more than 4 yrs but some have also made a recent purchase of it. For ACs, there are old as well as new customers. For microwaves, very less no. of respondents have made a recent purchase.

Table 4.9(B): Performance of Godrej appliance Highly satisfact ory 0 Mean 10 0.09 15 7 Satisfact ory Neut ral Dissatisfact ory Highly dissatisfact ory 0

16 14 No. of respondents 12 10 8 6 4 2 0 Highly Satisfactory Satisfactory Neutral Dissatisfactory Highly dissatisfactory

Satisfaction level

Fig 4.9(B)
Analysis and interpretation: The performance for Godrej appliances is neutral.

Table 4.10(B) : Purchase of Godrej appliances in future Particulars Yes No Total No. of respondents 15 17 32 Percentage 47 53 100

53

47 Yes No

Fig 4.10(B)
Analysis and interpretation: 53% of the respondents will purchase Godrej appliances in future whereas 47% will not purchase it.

Table 4.11(B): Recommendation of Godrej appliances Particulars Yes No Total No. of respondents 15 17 32 Percentage 47 53 100

53

47 Yes No

Fig 4.11(B) Analysis and interpretation: The respondents who will purchase Godrej aplliances in future will also recommend it to their friends.

Table 4.12(B): Other appliance brand used by respondents Particul ars Refrigera tor Washing machine AC Microwa ve 8 4 2 6 1 0 2 2 5 6 4 4 6 0 4 L G 5 Samsu ng 6 Whirlp ool 1 Panaso nic 0 Othe rs 6

5 LG Samsung

1 6

Whirlpool Panasonic Others

Fig 4.12(B) REFRIGERATOR

4 0

4 LG Samsung 4

Whirlpool Panasonic Others

Fig 4.12(B) WASHING MACHINE

5 8 2 1 2 LG Samsung Whirlpool Panasonic Others

Fig 4.12(B) AC

4 LG Samsung 2 0 6 Whirlpool Panasonic Others

Fig 4.12(B) MICROWAVE


Analysis and interpretation: In refrigerators, ACs and microwaves, LG and Samsung are the most preferred brands and in case of washing machines, its whirlpool.

Table 4.13(B): Display of Godrej appliances

Particulars

No. of respondents

Percentage

Yes No Total

8 10 18

44 56 100

44 56 Yes No

Fig 4.13(B)
Analysis and interpretation: Most of the respondents did not get a chance to see Godrej appliances during their purchase.

Table 4.14(B): Awareness about Godrej appliances

Particulars Refrigerator Washing machine AC Microwave

No. of responses 18 15 18 6

20 18 16 No. of responses 14 12 10 8 6 4 2 0 Refrigerator Washing machine Products AC Microwave

Fig 4.14(B)
Analysis and interpretation: The respondents were known of Godrej refrigeratoes, washing machines and ACs but very few were known of Godrej microwaves.

Table 4.15(B): Preference for future purchase of Godrej appliances

Particulars

No. of respondents

Percentage

Yes No Total

2 16 18

11 89 100

11

Yes 89 No

Fig 4.15(B)
Analysis and interpretation: 89% of the respondents will not purchase Godrej appliances in future.

Graph1.6.10 showing what all company provides for the advertisement of its appliances

MAJOR SOURCE OF ADVERTISEMENT


0%

22% 36% PAMPHLETS HOARDINGS DANGLERS OTHERS

42%

Graph 1.6.11 showing the advertisements on television

SEEN GODREJ ADVERTISEMENT

SEEN SAMSUNG ADVERTISEMENT


10%

29%

YES NO

YES NO

71% 90%

Graph 1.6.12 showing that whether advertisements are effective

GODREJ ADVERTISEMENT EFFECTIVE

SAMSUNG ADVERTISEMENT EFFECTIVE

10% 32% YES NO YES NO 68%

90%

FINDINGS
Dealers feels quality of GODREJ product is Good, but SAMSUNG. has a better positioning in the minds of Dealers.

If a individual wants to have a Home Appliances then Samsung Priority comes on first number.

Quality of the service provided sale after service plays an important role in keeping the existing customers and to bring new customers.

In pricing and reliability of GODREJ S home appliances is rated very well by most ..

Quality of the service provided plays an important role in retaining existing customers and goodwill is created through word of mouth in making new customers.

Dealers said that, People are willing to pay more for new design and latest look.

A number of customers preferred GODREJ Due to the brand name of the company (GODREJ).

Most of dealers said that, Customers were not happy that while they were purchasing old look washing machine then others.

Most of the dealers prefer to sale simple home appliances because the most of consumer want it.

Suggestion of dealers for how can GODREJ gains their sales.


Marketing.

Advertisement Both local and on television.

Enhance the quality of product.

Enhance the service level of company.

Make the Relation between dealers and company well and to be enhanced.

Models of product is look like old so it has to be modulating.

Launch the new model.

Offers & Schemes.

CONCLUSION
The study revealed the picture of Dealers perception and satisfaction which help Godrej to encourage more people to be the customers/consumers of Godrej. People are not aware about the upcoming products of Godrej Godrej have a good position in mind of dealers but Samsung has a better

position as compared to Godrej.

RECOMMENDATIONS
Company should focus on pricing policy in comparison to its competitors because its competitors provide same products in lower rates.

The company should have to focus better design for product .

The company should focus on their after sale services.

Company Should Increase Man Power for sales.

The customer rate quality of the service as the most relevant one and hence Godrej should maintain the quality in products and after Sale services and should make improvements in this feature.

Many of dissatisfied Dealers asked for more information about New schemes .So the dissatisfaction may be due to not providing the latest news about new schemes. So the company can make use of this opportunity to retain its Dealers by providing the right news. The product design is not So charming As Compare to Samsung. As per survey most of dealer discuss about it sale which Is down due to design.

Any complaint is observed from the dealers, it should be dealt quickly. This will reduce the chance for dissatisfaction.

Company should try to Maintain competitive prices for consumers ,And should focus on these to keep the brand image in the minds of people.

Market strategies of home appliances providers should emphasize in price strategy.

If any complaint is observed from the consumer, it should be dealt quickly. This will reduce the chance for dissatisfaction. so the company have to a customer care as other industries.

BIBLIOGRAPHY
Web Side www.google.com www.godrej.com
www.amazines.com

Referred Books Marketing Management Philip Kotler,koshey,kellrr