CHAPTER 1.

INTRODUCTION

INTRODUCTION
By the way of doing sales promotion for the Whirlpool, it will provide necessary market information, competitors marketing mix strategies and accordingly comparison can be done and which will ultimately help to offer the product with the right combination of the four Ps and with this Whirlpool can improve their results and marketing effectiveness in Refrigerators. Consumer durables ndustry is growing at a rapid pace. Price !ffordability, Product !wareness and availability have helped the industry players to generate great business. But doing business in ndian "arket is not easy. Continuous improvement in Product #uality and post sales service at affordable price is common to all Consumer durable manufacturers across ndustry. But the company which would introduce innovative product, with uni#ue technology and provide convenience by satisfying them with something new would surely attract customers. Whirlpool !ppliances which is one of the largest $ome !ppliances brand in the world. %here are more worries than &ust fierce competition for Whirlpool, to get a foothold in an already crowded market. 'ther established products have flooded the ndian market over the last few years, leaving Whirlpool with little chance for a premium positioning. %rade circles have similar apprehensions, and fighting this image is taking most of Whirlpool time in ndia. (espite this Whirlpool entered the ndian market with a premium line of products, which prohibited the brand from building a mass appeal. !lthough, there are so many players in the market and there is enough space for players like Whirlpool seeing the economy grow at around )*+,-. %his calls reevaluation of Whirlpool marketing mix strategies in the market.

PROFILE OF COMPANY

Whirlpool is a swirling body of water usually produced by ocean tides. %he vast ma&ority of whirlpools are not very powerful. "ore powerful ones are more properly termed maelstroms. .ortex is the proper term for any whirlpool that has a downdraft. Whirlpool, right from its inception in +/++ as first commercial manufacturer of motori0ed washers to the current market position of being world1s number one manufacturer and marketer of ma&or home appliances, has always set industry milestones and benchmarks. %he parent company 2Whirlpool Corporation3 is head#uartered at Benton $arbor, "ichigan, 45! with a global presence in over +6, countries and manufacturing operation in +7 countries with ++ ma&or brand names such as Whirlpool, 8itchen !id, Roper, 9state, Bauknecht, :aden and gnis. %he company boasts of resources and capabilities beyond achievable feat of any other in the industry. Whirlpool Corporation 2;<59= W$R3 is a >ortune ?,, company and a global manufacturer and marketer of ma&or home appliances, with annual sales of approximately @+) billion, more than 67,,,, employees, and more than 6, manufacturing and technology research centers around the world. !fter ac#uiring the "aytag Corporation on "arch 7+, A,,B, Whirlpool Corporation became the largest home appliance maker in the world. Whirlpool initiated its international expansion in +/?) by entering Bra0il. $owever, it emerged as truly global leader in the +/),1s. %his encouraging trend brought the company to ndia in the late +/),s. t forayed into the market under a &oint venture with %.5 group and established the first Whirlpool manufacturing facility in Pondicherry. 5oon Whirlpool ac#uired 8elvinator ndia :imited in +//? and marked an entry into ndian refrigerator market as well. %he same year also saw ac#uisition of ma&or share in %.5 &oint venture and later in +//B, 8elvinator and %.5 ac#uisitions were merged to create ndian home appliance leader of

the future, Whirlpool ndia. %his expanded the company1s portfolio in the ndian subcontinent to washing machines, refrigerator, microwave ovens and air conditioners. %oday, Whirlpool is the most recogni0ed brand in home appliances in ndia and holds a market share of over A?-. %he company owns three state*of*the*art manufacturing facilities at >aridabad, Pondicherry and Pune. 9ach of these manufacturing set*ups features an infrastructure that is witness of Whirlpool1s commitment to consumer interests and advanced technology. n the year ending in "arch C,B, the annual turnover of the company for its ndian enterprise was Rs.+,76? Crores. !ccording to "RB surveys Whirlpool en&oys the status of the single largest refrigerator and second largest washing machine brand in ndia. %he company1s brand and image speaks of its commitment to the homemaker from every aspect of its functioning. t has derived its functioning principles out of an undaunted partnership with the homemakers and thus a slogan of D<ou and whirlpool, the world1s best homemakerE dots its promotional campaigns. Whirlpool has the distinction of having 5' certification for all its facilities in ndia. %he refrigerator facility is located at >aridabad and manufactures a complete range of direct cool refrigerators. With the infusion of technology, machinery and streamlining the processes the capacity of this plant was increased from 6,,,,,, to +,,,,,,,, annually. Whirlpool1s commitment to the ndian operation has resulted in the setting up of a state* of*the*art facility for the manufacture of no frost refrigerators at Ran&angaon near Pune. %his facility has set the standards as one of the world1s front runners in environmentally sensitive eco*friendly manufacturing units. %he washer facility is located at Pondicherry and manufactures both fully automatic and semi automatic washers. Constant feedback is taken from the consumers resulting in products being continuously upgrade in features and in styling. Products manufactured in the above facilities match Whirlpool1s global standards and are exported to over 6, countries across the globe. Whirlpool of ndia is today ndia1s largest exporter of home appliance and has been approved as an 9xport $ouse.
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(esign 9ngineering is being developed as a core competency for Whirlpool of ndia. ! step in the direction has resulted in the setting up of Regional %echnology Centers at Pune focusing on refrigerators and at Pondicherry for washers. %his will provide W' with a competitive edge in speedy customi0ation of products suited to consumer needs. n the second phase of developing this core competency Whirlpool set up a Flobal %echnology Centre at Pune in A,,A to provide design support for the global organi0ation. ! design and development centre for Whirlpool1s global small appliances brand 8itchen aid has also been set up at Pondicherry. %he already strong manufacturing and technology infrastructure was augmented by the establishment of a Flobal Consumer (esign centre for !sia in ;ew (elhi in A,,? Whirlpool ndia1s products range from Refrigerators, Washing "achines, +,,- (ryers, !ir conditioners, 'il >illed $eaters, "icrowave 'vens, Purifies R' Range, to $ome 4P5 5ystems.

Whirlpool vision
9very $omeG 9verywhereG with Pride, Passion and Performance %his vision statement reinforces that every home is their domain, every customer and customer activity is their opportunity. %his vision fuels the passion that they have for customers, pushing towards to provide innovative solutions to uni#uely meet their needs. Pride... in work and each other Passion... for creating unmatched customer loyalty for their brands Performance... that excites and rewards global investors with superior returns

Whirlpool mission
9veryone, Passionately Creating :oyal Customers for :ife Whirlpool mission defines the focus and what it does differently to create value. ts a company of people captivated with creating loyal customers. >rom every &ob, across every contact, it builds unmatched customer loyaltyGone customer at a time. Whirlpool val !s" %he company1s values are constant and define the way that all Whirlpool Corporation employees are expected to behave and conduct business everywhere in the world. Respect H %rust one another as individuals and value the capabilities and contributions of each person. ntegrity H t conducts all aspects of business honorably I ever mindful of the longtime Whirlpool Corporation belief that there is no right way to do a wrong thing. (iversity and nclusion H t maintains the broad diversity of Whirlpool people and ideas. (iversity honors differences, while inclusion allows everyone to contribute. %ogether, it creates value.
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%eamwork H t recogni0es that pride results in working together to unleash everyone1s potential, achieving exceptional results. 5pirit of Winning H %he company promotes a Whirlpool culture that enables individuals and teams to reach and take pride in extraordinary results and further inspire the J5pirit of WinningJ in everyone.

Hom! Applian#! Compani!s in In$ia

%here are many $ome !ppliance companies in ndia like .ideocon, .oltas, Fodre&, Bluestar, 8enstar etc. !part from them there are various international companies also that deal in domestic appliances. 5ome of these home appliances manufacturers are 5amsung, :F, >B, Whirlpool, and 8enmore etc. With the arrival of international brands in ndian market, the competition among rival companies have become stiff, which results in further improvement in #ualities and depreciation in prices of most of the home appliances in ndia. 5ince, a ma&ority of products are electrically operatedK the focus is on such household appliances that are efficient in power consumption.

MA%OR COMPANIE&
Whirlpool :F 5amsung Foodre& Panasonic $itachi

$aier 5harp .ideocon

&'a'!m!n' o( 'h! Pro)l!m

%o 5tudy the impact of 5ales Promotion 5trategy and Personal 5elling 5trategy for Whirlpool refrigerator at Croma "ulund

RE&EARCH O*%ECTI+E

%he ob&ective of study is to gain knowledge about the marketing mix offered by the company.

%he study brand image of Whirlpool and its competitors.

%o study consumer buying behavior for refrigerator.

%o carry out sales promotion for refrigerator.

%o ascertain the impact of promotional activity on purchase decision.

%o conduct promotional activity to boost sales of Whirlpool refrigerator.

 %o analy0e the awareness among public about the Whirlpool refrigerator.

%o conduct promotional activity in %ata Croma.

%o increase the prescription rate among the respondents by using promotional tools.

DEFINITION" Research refers to La search for knowledge. t can be defined as a scientific and systematic search for pertinent information on a specific topic. Research comprises defining and redefining problems, formulating hypothesis or suggested solutionsK collecting, organi0ing and evaluating dataK making deduction and reaching conclusionsK and at last carefully testing the conclusions to determine whether they fit the formulating hypothesis I Clifford Wood.

RE&EARCH METHODOLO,Y t is a way to systematically solve the research problem. t may be understood as science of studying how research is done scientifically. n it we study the various steps that are generally adopted by the researcher in studying his research problem along with the logic behind them. n general methodology is an optional framework within which the facts are
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placed so that the meaning may be seen more clearly. %he sources of data shown that designing of a research plan calls for decision on the data sources are research approaches 2primary and secondary data3 research instruments 2observation survey experiment3 sampling plan and contact methods 2personal interviews3.

1. RE&EARCH PROCE&&

&TEP& 1 0 1

PROCE&& %raining M nduction Preparation of research Plan (ata Collection N nterpretation

DURATION -$a.s/ 6 +, A?

2 3

Report Preperation Review "eetings

+, )

0. RE&EARCH DE&I,N

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! research design is the determination and statement of the general research approach or strategy adopted for the particular pro&ect. t is the heart of the planning. f the design adheres to the research ob&ectives, it will ensure that the client need will be served. Research design is a plan structured and strategies of investigation. t is the arrangement of condition and analysis of data in a manner to combine relevance to the research purpose with economy in procedure. n order to achieve the ob&ective it was necessary to talk to the customers and public to draws the conclusions regarding the ob&ective. >or visiting the customers and publics to collect the relevant informationK a #uestionnaire has to be designed. %he #uestionnaire was designed in such a manner to achieve the ob&ective of the research. %he sample si0e taken is ), customers and publics.

1. TYPE OF RE&EARCH n this pro&ect (escriptive Research has been used. (escriptive Research= %his is kind of research structure which is concerned with describing the characteristics of the problem. n this way the main purpose of such a research design is to present a descriptive picture about the marketing problem on the basis of actual facts. >or this it is important to obtain the complete and actual information about the sub&ects.

2. &OURCE OF DATA

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Sources of Data

Primary
%he data which is collected fresh and for the first time and thus happen to be the original one characteristic is called as the primary data.

Secondary
%he data which is already collected by someone else and which have been passed through the statistical process is known as the secondary data.

PRIMARY DATA %he data which is collected fresh and for the first time and thus happen to be the original one characteristic is called as the primary data. METHOD& OF COLLECTIN, PRIMARY DATA In'!rvi!4 M!'ho$ n this pro&ect have taken the #uestionnaire method for collecting necessary

information. n this method a #uestionnaire is given to the person concerned with #uestion to answers the #uestion and return the #uestionnaire. ! #uestionnaire consists of number of #uestion printed in a definite order on a form or a set of form.

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&ECONDARY DATA %he data which is already collected by someone else and which have been passed through the statistical process is known as the secondary data.

METHOD& OF COLLECTIN, &ECONDARY DATA %he report mainly consists of a data from the primary source gathered the schedule of #uestions. Ouestionnaire is the formal tool of asking #uestions directly from respondents by which #uestions are asked. nformation about the product is taken from various sources such as websites, newspapers etc.

3. NATURE OF RE&EARCH Ouantitative type of research has been used. !s all the data was based on numerical figures obtained in the survey.

5. TYPE OF 6UE&TION& %he #uestions were self*administered, with a view to obtain maximum information from the respondent that is why the #uestions were straightforward. a. TYPE OF 6UE&TIONNAIRE %he entire #uestionnaire was standardi0ed and formali0ed.
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). TYPE OF ANALY&I& !s all the data found in the survey is totally numerically so the type of analysis was statistical.

7. &ELECTION OF THE &AMPLE8&AMPLIN, PLAN %his is one of the most important steps of a research design procedure. Fenerally in most of the marketing studies on sample or most of the sub group of the total population pertaining to the sub&ect is included on the place of the universe. %he following things are primarily considered in the sample=* a. &ampl! &i9! %he sample si0e of the population was +,? respondents. ). &ampl! Pop la'ion ! survey of people who came to %ata Croma at "ulund in "umbai 5ample

#. &amplin: T!#hni; !

5ampling %echni#ue used in this research is simple random techni#ue.

<. TOOL& FOR DATA ANALY&I& a3 >re#uency count b3 Bar Fraph, Pie*Chart

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Limi'a'ion o( 'h! R!s!ar#h

%he scope of the study is limited only to the "umbai city. %he main purpose of survey is to throw light towards the promotional activities on the sale of the product. %he promotional activity was restricted only for "umbai %he activities were carried out only at %ata Croma. %aking interview of the respondents was #uite a difficult &ob. . 5ome people refuse to meet me regarding live demo of the product. :imited response from respondent response may not reveal the accurate picture as accurate data was not revealed by the respective respondents. 5ome customers have been found to have biasness in their response because of good and bad experience with the Whirlpool, which they were having. "any of the respondents did not submit their form properly filed. :ack of time, as the study was conducted only for the period of two months.

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CHAPTER 0.

CONCEPTUAL *AC=,ROUND

CONCEPT > DEFINITION

PROMOTION Basically promotion is an attempt to influence. "ore specifically, PR'"'% '; is the element in an organi0ation1s marketing mix that serves to inform, persuade and remind
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the market of a product andMor the organi0ation selling it, in hopes of influencing the recipient1s feelings, beliefs, or behavior. 'ut of P Ps of marketing i.e. product, price, place, and promotion, the most important role is of Pth P i.e. promotion.

ROLE OF PROMOTION IN MAR=ETIN, Promotions help marketers to communicate information to potential customers. %his information could be about the product1s 9xistence 2!wareness3, value and benefits offered by well designed promotion mix is extremely crucial for brand building and positioning. products. ! n fact communication or promotional mix is at the centre stage in brand positioning and Brand building activities. %he promotional mix or marketing communication helps marketers to attract, persuade, urge and remind customers of the company1s brand. 9ffective promotions prove helpful in product differentiation and also help to counter competition.

Component of Promotion a. !dvertising b. 5ales Promotion c. (irect "arketing d. Public Relation

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e. Personal 5elling

&ALE& PROMOTION"

5ales promotion is a key ingredient in marketing campaigns. We define it as follows= 5ales promotion consists of a diverse collection of incentive tools, mostly short term, designed to stimulate #uicker or greater purchase of particular products or services by consumers or the trade.E
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Whereas advertising offers a reason to buy, sales promotion offers an incentive to buy sales promotion includes tools for consumer promotion 2 samples, coupons, cash refund offers, prices off, point*of*purchase displays, and demonstrations3K trade promotion 2prices off, advertising and display allowances, and free goods3K and buses and sales force promotion 2trade shows and conventions contests for sales reps, and specially advertising3. 5ales*promotion tools are used by most organi0ations, including manufactures, distributors, retailers, trade associations, and nonprofit organi0ations. Churches, for example, often sponsor bingo games, theater parties, testimonial dinners, and raffles. ! (ecade ago, the advertising*to*sales promotion ratio was about B,=P,. %oday, in many consumer*packaged*goods companies, sales promotion accounts for B? to 6? of the combined budget. 5ales promotion expenditures have been increasing percentage of budget expenditure annually for the last two decades. 5everal factors contributes to the rapid growth of sales promotion, particularly in enter markets. nternal factors include the following= promotion is now more accepted by top management as an effective sales toolK more product managers at, #ualified to use sales*promotion toolsK and product managers are under greater pies. 5ure to increase current sales. 9xternal factors include the following= the number of brand has increasedK competitors use promotions fre#uentlyK many brands are seen as similarK consumers are more prices orientedK the trade has demanded more deals from manufacturesK and advertising efficiency has declined because of rising costs media clutter, and legal restraints. %he rapid growth of sales*promotion media has created a situation of promotion clutter similar to advertising clutter. Consumers might start tuning outK in which case coupons and other promotion media will weaken in their ability to trigger purchase, manufactures will have to find ways to rise above the clutter*for instance, by offering larger*redemption values or using more dramatic point*of*purchase players or demonstrations.

P rpos! o( &al!s Promo'ion=

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5ales*promotion tools vary in their specific ob&ectives. ! free sample stimulates can. 5ummer trial, whereas a free management*advisory service aims at cementing a term relationship with a retailer. 5ellers use incentive*type promotions to attract new tries are of threat types*users of another brand in the same category, users in other categories, and fre#uent brand switchers. 5ales promotions often attract the brand switchers, because users of other brands and categories do not always notice or act on a premiums. Brand switchers are unlikely to turn them into loyal users. 5ales promotions used in markets of high brand similarity produce a high sales response in the short run but little permanent gain in market share. n markets of high brand dissimilarE, sales person motions can alter market shares permanently. %oday, many marketing managers first estimate what the need to spend in trade promotions, then what they need to spend in consumer promotion. Whatever is let they will budget for advertising. %here is a danger, however, in letting advertisement fast a back seat to sales promotion because advertising typically acts to build brand loyalty. But the #uestion of whether or not sales promotion weakens brand loyalty, sub&ect to different interpretations. 5ales promotion, with its incessant prices oh coupons, deals, premiums, and blaring #uality, may devalue the product offering the buyers1 minds. Buyers learn that the list price is largely a fiction. But before7 &umping to any conclusion, we need to distinguish between price promotions and added value promotions.

&ALE& PROMOTION TOOL& a. Cons m!r promo'ion=

%he consumer promotion directed at Consumers. t includes 5amples, Price off, free gifts, Cash refund offers, premiums, pri0es, warranties, cross promotion, point of purchase. Consumers promotion is to create Consumer pool for the brand.
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%he ob&ective behind the several Consumer promotion programs of different organi0ations is= %o generate consumer interest, this should lead to trial. ncrease the rate of purchase. Fenerate in#uires from the target, consumer group.etc.

). Tra$! promo'ion=

%he trade promotions directed to the members of distribution channel. t includes advertising, (isplay !llowances. %he Prime ob&ective is to push the product through the marketing, intermediates and to get them to market the product aggressively. 'ther ob&ectives are= 9ncouraging trade to invest built inventory. Fetting trade1s co*operation in production.

#. * sin!ss an$ sal!s promo'ion"

t includes trades shows and conventions, contents for sales promotion representatives and for special advertising. !lthough sales promotion tools are highly divers but they all offer three distinctive benefits= Communication

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ncentive nvitation.

PER&ONAL &ELLIN,"

%he importance of personal selling is pretty evident as this is the only marketing activity that directly results into Revenue earning as its outcome. %he simplest definition of personal selling is*Dselling that involves face* to*face interaction between the sales person and prospective customer. %here are certain products, which need demonstration
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or explanations. Personal selling is most effective in promoting such products. 5eeking out people who have a particular need. !ssisting them recogni0e the existence of needs they have that could be met by buying your product. (emonstrating how your product satisfies a prospect1s need. Persuading #ualified prospects that your product will fill their needs.

5alespeople are the critical link between the firm and its customers. 5alespeople are the company in a consumerQs eyes. %hey represent what the company is or attempts to be and 'ften the only personal contact a customer has.

5elling may be dominant in marketing program, especially with a push strategy Personal 5elling can create customer value by= dentifying creative solutions to customer problems 9asing the customer buying process >ollowing through after the sale is made.

'ther Personal 5elling media %elephone

video teleconferencing nternetMWeb*enabled links.

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Fiv! &'a:! P!rsonal &!llin: Pro#!ss!s. 1. &'a:! On! ? Prosp!#'in:. Prospecting is all about finding prospects, or potential new customers. Prospects should be Q#ualified,Q which means that they need to be assessed to see if there is business potential, otherwise you could be wasting your time. n order to #ualify your prospects, one needs to= Plan a sales approach focused upon the needs of the customer. (etermine which products or services best meet their needs. n order to save time, rank the prospects and leave out those that are least likely to buy. 0. &'a:! T4o ? Ma@in: Firs' Con'a#'. %his is the preparation that a salesperson goes through before they meet with the client, for example via e*mail, telephone or letter. Preparation will make a call more focused. "ake sure that you are on time. Before meeting with the client, set some ob&ectives for the sales call. What is the purpose of the callR What outcome is desirable before you leaveR "ake sure that youQve done some homework before meeting your prospect. %his will show that you are committed in the eyes of your customer. %o save time, send some information before you visit. %his will wet the prospectQs appetite. 8eep a set of samples at hand, and make sure that they are in very good condition. Within the first minute or two, state the purpose of your call so that time with the client is maximi0ed, and also to demonstrate to the client that your are not wasting his or her time. $umour is fine, but tries to be sincere and friendly. 1. &'a:! Thr!! ? Th! &al!s Call -or &al!s Pr!s!n'a'ion/.
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t is best to be enthusiastic about your product or service. f you are not excited about it, donQt expect your prospect to be excited. >ocus on the real benefits of the product or service to the specific needs of your client, rather than listing endless lists of features. %ry to be relaxed during the call, and put your client at ease. :et the client do at least ),- of the talking. %his will give you invaluable information on your clientQs needs. Remember to ask plenty of #uestions. 4se open #uestions, e.g. %9(Qs, and closed #uestions i.e. #uestions that will only give the answer QyesQ or the answer Qno.Q %his way you can dictate the direction of the conversation. ;ever be too afraid to ask for the business straight off. 2. &'a:! Fo r ? O)A!#'ion Han$lin:. 'b&ection handling is the way in which salespeople tackle obstacles put in their way by clients. 5ome ob&ections may prove too difficult to handle, and sometimes the client may &ust take a dislike to you 2aka the hidden ob&ection3. $ere are some approaches for overcoming ob&ections= >irstly, try to anticipate them before they arise. Q<es butQ techni#ue allows you to accept the ob&ection and then to divert it. >or example, a client may say that they do not like a particular colour, to which the salesperson counters Q<es but S is also available in many other colours.Q !sk QwhyQ the client feels the way that they do. QRestateQ the ob&ection, and put it back into the clientQs lap. >or example, the client may say, Q donQt like the taste of S,Q to which the salesperson responds, Q<ou donQt like the taste of S,Q generating the response Qsince do not like garlicQ from the client. %he salesperson could suggest that S is no longer made with garlic to meet the clientQs needs.

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%he sales person could also tactfully and respectfully contradict the client. 3. &'a:! Fiv! ? Closin: 'h! &al!. %his is a very important stage. 'ften salespeople will leave without ever successfully closing a deal. %herefore it is vital to learn the skills of closing. Tust ask for the businessU * QPlease may take an orderRQ %his really works well. :ook for buying signals 2i.e. body language or comments made by the client that they want to place an order3. >or example, asking about availability, asking for details such as discounts, or asking for you to go over something again to clarify. Tust stop talking, and let the client say Qyes.Q !gain, this really works. %he Qsummary closeQ allows the salesperson to summaries everything that the client needs, based upon the discussions during the call. >or example, Q<ou need product S in blue, by >riday, packaged accordingly, and delivered to your wifeQs office.Q %hen ask for the order. %he Qalternative closeQ does not give the client the opportunity to say no, but forces them towards a yes. >or example Q(o you want product S in blue or redRQ Cheeky, but effective.

A$van'a:!s o( P!rsonal &!llin:= %here is a personal touch and with trained salesman, the customer can feel important and gives full attention to the product detailing. (emonstration of the product features and product working helps in better product awareness and acceptance by consumers.
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Consumer1s #ueries and apprehensions can be effectively answered. >ollowIup action and persuasion are possible.

MAR=ETIN, MIB FOR WHIRLPOOL REFRI,ERATOR AT CROMA

PRODUCT" Whirlpool refrigerator neo i*chill 27P,l, 7B,l, P+,, P?,l3,proton 2Ad and 7d3, professional, mastermind, ice magic and genius
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PRICE" Croma centrali0ed pricing depend upon competition, discount offer and exciting gifts.

PLACE" Croma mega store 2"all (hamaal, "ulund "umbai3

PROMOTION" 5ales promotion and Personal 5elling 2samples, cash refund offers, prices off, displays, and demonstrations, gifts3

PRODUCT"

Refrigerator1s fulfill the physiological need of the consumer and considered as utilitarian product. Company should insure that whatever product they market it should be durable enough which last #uite many years and give trouble free service to their customers. Customer expects good after sales service and prompt response to his complaints in case
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of any problem with the product. 9xtended warranty can be used as an attribute attached with the product.

+/? Fenius 5upreme P5 F5 2+),:3 >eature= Tumbo Bottle Rack 4ni#ue $ealth Fuard (oor %oughened Flass 5helves 5tabili0er >ree 'peration Roll*Bond >ree0er +/,: ce "agic >eature= Power Cool Vone Bth 5ense Ouick ce %ec... !dvanced !ir*flow 5ystem %oughened Flass 5helves ? 5tar Rating A?,: "astermind >eature= P 5tar 9nergy Rating (ouble (ecker ce twisters !ir Booster 5ystem >reshness Booster 5ystem %oughened Flass 5helf, Chiller, (*oxidi0er Proton A( >eature= ? 5tar 9nergy Rating (ouble (ecker ce twisters !ir Booster 5ystem >reshness Booster 5ystem %oughened Flass 5helf

;9' C7?? >CFBP 7P, : >eature= P 5tar energy Rating, (eep >ree0e %echnology, Ouick Chill Beverage Vone :argest .egetable 5torage

;9' >C7?? !CFBP 7B, :

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>eature= P 5tar B99 9nergy Rating, >lexi cool Cool Ouick Chill Beverage Vone, :argest .egetable 5torage ce "ate ;9' CPA? %CFBP P+,: >eature= P 5tar energy Rating, (eep >ree0e %echnology, Ouick Chill Beverage Vone :argest .egetable 5torage ;9' CPB? !CFBP P?, : >eature= P 5tar B99 9nergy Rating, Bth 5ense !uto Cool Ouick Chill Beverage Vone :argest .egetable 5torage Bth 5ense Ouick Chill

PRICIN," !ll profits organi0ations set prices on their or services. Prices go by many names= Croma follows centrali0ed pricing all over the ndia and it follows different pricing strategy like +. .alue Pricing

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Best products with most reasonable pricing. :owest down payments and easy 9" 1s. Best discounts and offers. Warranties and guarantees to your most likings.

A. Promotional Pricing a. :ow interest financing b. Psychological Pricing c. 5pecial event Pricing 7. (ifferentiated Pricing a. %ime Pricing P. Bundling Bundling serves to the purpose, both of consumer as well as the retailer. Consumer gets value for their money as they find a value product absolutely free, with a product they were buying .Retailer can easily bundle those products which are of least demand and hence, compensate the profit by extra selling of those products which are in demand.

PROMOTION

COMPONANT& OF PROMOTION

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%here are five components of promotions= !dvertising, 5ale promotion, Personal selling, direct marketing, Public relations. 9ach has distinct features that determine in what situation it will be most effective. 1. AD+ERTI&IN,"

D t is any paid form of non*personal presentation and promotion of ideas, goods, and services by an identified sponsorE. %he most familiar forms of advertisements are found in the broadcast 2%. and R!( '3 and print 2;ewspaper and "aga0ines3 media. $owever, there are many other advertising alternatives, from direct mail to billboards and the telephone directory to yellow pages. !dvertising is often termed as pull strategy. n pull strategy the goal is to get consumers to pull the product in the supply chain by demanding it. MA%OR AD+ERTI&IN, DECI&ION& While setting up an advertising plan, following decisions are re#uired to be taken. dentify the target audience 5et the advertising ob&ectives (etermine the advertising budget (esign the message 9valuate and select media Create an advertisement "easure the impact.

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TYPE& OF AD+ERTI&EMENT "9( 4"5 '> !(.9R% 5 ;F ;ewspapers %elevision Radio "aga0ines (irect mail 'utdoor advertisings.

0. &ALE& PROMOTION"

Tust as !dvertising is known as LPull strategy, 5ales Promotion is known as LPush strategy. %his promotional techni#ue can be defined as Dshort*time incentive to the customer to buy a productE. !ccording to Philip kotlerK D5ales Promotion consists of a diverse collection of incentives tools, mostly short term designed to stimulate #uicker or greater purchase of a particular product or services by consumers or the tradeE. %he free gifts*offers, discounts, coupons, lucky draws, etc., are some of the ways used in sales promotion.

33

1. PER&ONAL &ELLIN,"

%he importance of personal selling is pretty evident as this is the only marketing activity that directly results into Revenue earning as its outcome. %he simplest definition of personal selling is*Dselling that involves face* to*face interaction between the sales person and prospective customer %here are certain products, which need demonstration or explanations. Personal selling is most effective in promoting such products.

2. DIRECT MAR=ETIN,"

%he (irect "arketing association defines (irect "arketing as follows= D(irect "arketing is an interactive marketing system that uses one or more advertising media to affect a measurable response and or transaction at any locationE. %his definition makes it clear that direct marketing is directly from the company to the customer and there is no intermediary 2retailer, whole seller etc.3 involved in between. .arious forms of direct marketing= (irect mail %elemarketing 9mail "arketing Couponing (irect response television marketing

34

(irect selling.

3. PU*LIC RELATION&"

Public relations are defined as deserving, ac#uiring and retaining a favorable reputation in the market place. Public relations function aims at creating maintaining favorable public opinion about company1s products, people, policies and plans. Public relations are defined as Dany group that has an actual or potential interest or impact on company1s ability to achieve its ob&ectivesE. %he public relations do not directly help promoting the product but can make product or policy acceptance by the public easy by generating a favorable image about the company.

PU*LIC RELATION& I& U&EFUL IN !cceptance of a company1s as a specialist in a product group. !cceptance of company1s policies regarding its employees, dealers, consumers etc. !ttracting capital and man*power. !cceptance of new product and new brand.

35

PLACE n this component of the marketing mix, we found on the processing of services. %his makes it essential that the employees working there are not to generate a gap. %hey are re#uired to be efficient, prompt and aware of the behavioral management. 5ince a number of factors influences the level of efficiency vis*W*vis the #uality of services, it is essential that all the related factors are managed carefully. %he technology is used in the process, the tools re#uired for services and the personal, specially the skilled labour need a priority attention. %he main thing in the place mix is the right processing of services to the ultimate users. %he big centers should be close to the cities whereas the small centers can be located even in cities percent. %hey have to make necessary arrangement so that the problems related to traffic and pollution is countered successfully by developing plantation in the available space. n addition, they need to clean the towns and cities. %he light and ventilation facilities at the centers should be ade#uate. %he shopping complex should be close to the centers where as least the spare parts and light refreshment facilities are available. ;ow a day1s consumers prefer modern trade and retail sector for shopping home appliances, where all the products from different companies are kept. Consumer can select model of their choice among all. Consumer generally moving toward this modern trade because of the society, environment friendly environment and most important the kind of service they get from it. n case of home appliance there are many retail sector chains +. %ata Croma
36

A. .i&ay 5ales 7. "ore P. Big Ba0aar ?. Reliance (igital etc.

CROMA %!%! Croma is the nation1s first large format specialist retail chain for consumer electronics and durables with successful expansion into Croma Vip stores, Croma 8iosks and latest online vertical, www.cromaretail.com. !t Croma, we help you buy.

Croma has been launched by nfiniti Retail :imited, a +,,- subsidiary of %ata 5ons. t efficiently and successfully runs CromaQs retail operations in ndia. n addition, one of the world1s leading retailers, Woolworths provides Croma with technical and strategic sourcing support, ensuring you make the perfect purchase every time you buy from us. We offer our customers over B,,, products across eight categories in a world*class ambience and our offerings are growing every day. %hese categories include Phones, Camera, Computers, 9ntertainment, $ome !ppliance, 8itchen !ppliance, Faming and !ccessories. Freat products from some of the best brands ensure you an exciting shopping experience. 'ur own label by the name of CCroma1 is well recogni0ed for offering innovative and uni#ue products that are hard to find. ! diverse range of merchandise in various categories like kitchen appliances, storage devices, "PP players, air conditioners N lot more ensures you only the best. >rom wide range of Croma branded products, you are bound to find something great that will match up to your budget as well as personal re#uirements.
37

!t Croma, our endeavor has always been on fulfilling every electronic re#uirement by helping customers choose the best product, as per their needs. Croma1s efficient, well* trained and knowledgeable store advisors are completely e#uipped to offer sound and personali0ed advice for helping a customer receive the best value for money. "aking shopping experience delightful post purchase is the foundation for investing in a robust customer service support at Croma. !ny individual can get in touch with us through our AP hours call centre support at +),,*A?)*7B7B . 'ur !uthori0ed Croma Care Centre provides after sales support for all Croma branded products 9commerce is our latest venture to achieve yet another important goal, which is to bring customer the best shopping experience on the go N reach every door step in the nation. With www.cromaretail.com you can now explore, browse and purchase from the finest and the most varied range of electronic products in the comfort of your home. Well structured product information, great deals and swift home delivery service are our priority for customer1s satisfying shopping experience.

ntroduction about %ata Croma %ata Croma is the ndiaQs first national, large format, retail chain for consumer electronics and durables. Croma is owned and run by nfiniti Retail :imited, a +,,- subsidiary of %ata 5ons. Woolworths :td, the !ustralian retail giant, Provides technical support and strategic sourcing facilities from its global network. Brand Philosophy f service wasnQt important. f technology wasnQt complex. f variety wasnQt confusing.

38

We would have no reason to be in business. We help you buy.

!t Croma, shoppers are offered one of widest ranges of products and brands in consumer electronics and durables and a shopping experience thatQs truly world*class. 5hoppers can choose from a number of products across eight categories which are

+. 'wn brand of %ata Croma A. Computer 7. $ome 9ntertainment P. Communication ?. :arge !ppliances B. 5mall !ppliances 6. Faming ). maging

!part from that Croma, plans to launch new products in niche categories such as &ewellery cleaners, renegotiate rentals with owners and increase its presence in metros to boost revenues. %he chain is planning to launch +, to +? new products in smaller home

39

appliances and speciali0ed wellness products and expand the current private label portfolio under the Croma brand.

CON&UMER *UYIN, *EHA+IOUR FOR REFRI,ERATOR&

%he concept of Dbuying behaviorE is of prime importance in marketing and has evolved over the years. t is important to understand consumer buying behavior as it plays a vital role in creating an impact on purchase of products. %he human wants are unlimited and always expect more and more. Refrigerator are no exception to this behavior. %his lead to constant modifications of mobile handsets and today we see a new model coming into the market practically every month. n this study our findings gave us thorough insights of consumer buying behavior of refrigerators. We find that consumers consider various parameters while buying refrigerator. >actors such as price and functions availing and the utility and its hedonic aspects our considered very important. 'n the whole, the market is a very important place to study the behavior of consumers and also provide useful insights what a consumer re#uires in a product. t is only through research that an company will be able to study the buying behavior of consumers. CON&UMER *EHA+IOUR"

40

%he term consumer Behaviour refers to the behaviour that consumers displaying searching for purchasing using evaluating and disposing of products and services hat they expect will satisfy their needs. %he study of consumer behavior is the study of how individuals make decisions to spend their available resources X%ime, "oney, 9ffortY on consumption related items. t includes the study of what they buy it, why they buy it, when they buy it, where they buy it, and how they use it. DConsumer behaviour is the process whereby individuals decide what, when, where, how and from whom to purchase goods and servicesE.

CON&UMER *UYIN, *EHA+IOUR PROCE&& IN CA&E OF REFRI,ERATOR

Problem Recognition= Perceiving a ;eed

nformation 5earch= 5eeking .alue

!lternative 9valuation= !ssessing .alue

Purchase (ecision= Buying .alue

Post purchase Behavior= .alue in Consumption or 4se

41

1. Pro)l!m R!#o:ni'ion %he buying process starts when the buyer recogni0es a problem or need. %he need can be triggered by internal or external stimuli. "arketers need to identify the circumstances that trigger a particular need. By gathering information from a number of consumers, marketers can identify the most fre#uent stimuli that spark an interest in a product category. %hey can then develop marketing strategies that trigger consumer interest. 0. In(orma'ion &!ar#h !n aroused consumer will be inclined to search for more information. Consumer information sources fall into four groups Personal 5ources= >amily, >riends, ;eighbors, !c#uaintances Commercial 5ources= !dvertising, 5alespersons, (ealers, Packaging, (isplays Public 5ources= "ass "edia, Consumer*Rating 'rgani0ations 9xperiential 5ources= $andling, 9xamining, 4sing the Product 8nowing about the sources will help the companies in preparing effective communications for the target market. 1. Al'!rna'iv! Eval a'ion
42

$ow does the consumer evaluate competitive brands and make a final value &udgmentR %here is no single process used by all consumers or by one consumer in all buying situations. But some basic concepts will help us in understanding consumer evaluation processes. >irst, the consumer is trying to satisfy a need. 5econd, the consumer is looking for certain benefits from the product solution. %hird, the consumer sees each product as a bundle of attributes with varying abilities for delivering the benefits sought to satisfy this need.

2. P r#has! D!#ision n the evaluation stage, the consumer forms preferences among the brands in the choice set. %he consumer may also form an intention to buy the most preferred brand. $owever, two factors can intervene between the purchase intention and purchase decision. %he first factor is the attitudes of others and the second factor is unanticipated situational factors such as loss of income, some other urgent purchase etc. n executing a purchase intention, the consumer may make up to five purchase sub* decisions, Brand decision .endor decision Ouantity decision %iming decision Payment*method decision

3. Pos'?P r#has! *!havior

43

!fter purchasing the product, the consumer will experience some level of satisfaction or dissatisfaction. %he marketer1s &ob thus, does not end when the product is brought. "arketers must monitor post*purchase satisfaction, post*purchase actions and post* purchase product use.

EBTERNAL FACTOR&

%he 9xternal factors that influence the purchase decision of consumer in the age group of 7, to P, for a Refrigerator.

(emographic (etails "edia $abits ndian Culture 9thnic 5ubculture 'ccupational 5ubculture >amily 5ocial Class Reference Froups Celebrity and 'pinion leader

9xternal factors and their influence on Refrigerator purchase

44

D!mo:raphi# D!'ails= * * * * * Prefer 5tyle as it fit to home dZcor "aximum budget allocated for a refrigerator purchase is Rs. A?,,,. "edia $abits 4se media to gather information 2i.e. thru advertisements3 Prefer internet to compare features so more N more information should be available on internet. * * * ndian culture Bright colors preferred but no one wants Black Color. People prefer to buy on auspicious occasions and festival like (iwali N ;avratri.

E'hni# s )# l' r! !ll consumers want value for money and after sales services is important for all. .egetarians look for more vegetable box space where as non*vegetarians look for spacious deep free0ers.

O## pa'ional s )# l' r! Working Professional= ;eeds medium capacity range refrigerator. "onthly income doesn1t play significant role in deciding the capacity of refrigerator.

Famil.

45

5pouse is the ma&or influencer 2!dvice of other family members like mother and family friends also plays an important role3.

&o#ial Class !ll social class I value for money N many even consider it as style as it fit to home dZcor. R!(!r!n#! ,ro p * * * * * nfluenced by sites and brand ambassadors. ;eighbors also play a role of reference group Celebrity and opinion leader. Purchase is influenced by 5alesmen in showrooms Celebrities was an important opinion leader and play role as influencers.

MAR=ETIN, IMPLICATION&

2 P approa#h

Pro$ #' !esthetics 2looks, color3 are ma&or considerations while purchasing Refrigerators so wide range of color should be available to fulfill the demand of maximum customers. !fter 5ales 5ervice is the main attributes being looked while purchasing the product.

46

"ore feature and maximum shelf space inside also looked while purchasing the product so more shelves to be provided in door side of the refrigerator so that more bottles can be kept inside it.

Pri#! !ll customers look for .alue >or "oney. "ostly people are price conscious while purchasing the product. :ow price also acts as a social barrier as people consider low price refrigerator as a low #uality product. Price is not the ma&or constraint if we are providing additional feature needed by the customers.

Pla#! :ocation of showrooms is not the most sought after criteria in the purchase decision because refrigerator is a high*involvement product and customers are ready to travel for purchasing refrigerators. But show room should be at such a place where other competitors are also available because people always want to make comparison. 5ince ndia is very rich in its customs and traditions, a number of festivals are celebrated throughout the year. People prefer to do ma&or purchases during festival and special occasions so marketer should take this as an opportunity and provide maximum range of the products.

47

Promo'ion >ocusing on the promotion element of the four Ps, good communication is the key to effective marketing. Potential customers go through a purchase cycle= pre*transactional 2ie before a purchase3, transactional 2ie at the time of purchase3 and post*transactional 2ie after the purchase has been made3. %he ! (! model encapsulates this se#uence and can assist in the planning of any communications campaign= ! I awarenessMattention * making the consumer aware of the product and getting their attention I interest I generating interest in the productMservice on offer ( I desire I creating a desire for your product Mservice I on two levels= first, related to the target1s needsMwantsK and, second, relative to your competitors ! I action I stimulating the target to purchase the productMservice

!dvertisements should be focused on homemakers because they are the primary influencers, mostly &oint decision is taken whereas the financers husbands. 9xtended after 5ales 5ervice can be used as pull strategy of promotion to attract the customers as all customers consider it as main attribute while purchasing the product. nternet is other sources of gathering information about refrigerators and hence the product should be heavily promoted there. !dvertisements should also highlight the style and aesthetic appearance of the product to position it as home dZcor. 5alesmen should be properly trained to educate the customers as they are the ma&or opinion leaders in this segment of the market.
48

CHAPTER1.

DATA PRE&ENTATIONC ANALY&I&C AND INTERPRETATION

49

1. Whi#h )ran$ o( r!(ri:!ra'or 4o l$ .o pr!(!rD *RAND Whirlpool &ams n: L, ,o$r!A O'h!r NO OF PEOPLE A, 7) A) ) ++

50

10 8 38 20 S amsung LG !ir"#oo" Godre$ 24 %t!er

INTERPRETATION" !ccording to the survey 5amsung Refrigerator were top of the mind of the respondents with 7)-, :F was behind with AP-, the A,- were Whirlpool and )- of the Fodre& and others is +,- which are 5harp, $itachi, .ideocon and Bosch.

0. Ar! .o a4ar! o( Whirlpool pro$ #' > s!rvi#!sD

YE& NO

E7 )

-E781F3/G1FF H E0I -apJ/ 2)M+,?3[+,, \ )- 2apx3

51

8&

'es (o

92&

INTERPRETATION" !ccording to the survey of the pro&ect studied that almost /A- of the peoples are aware of Whirlpool products and services, and only )- of the peoples are not aware of the Whirlpool products and services because of less promotions in newspapers and news channels.

1. Wha' is .o r opinion 'o4ar$s Whirlpool pro$ #'s > s!rvi#!sD Ra'in: +!r. ,oo$ ,oo$ &a'is(a#'or. Poor No o( p!opl! P) A) A? / I 2P)M+,?3[+,, \ PB 2appx3 2A)M+,?3[+,, \ A6 2appx3 2A?M+,?3[+,, \ AP 2appx3 2/M+,?3[+,, \ ) 2appx3

52

INTERPRETATION" !ccording to the survey of the pro&ect satisfactory and 7- are poor. studied that the respondent1s opinion towards

Whirlpool products and services is A6- are very good, PB- are good, AP- are

2. Hav! .o h!ar$ a)o ' Whirlpool N!o I #hill r!(ri:!ra'orD YE& NO EE B -EE81F3/G1FF H E2I -apJ/ 2BM+,?3[+,, \ B- 2apx3

53

6&

'es (o 94&

INTERPRETATION" !ccording to the survey of the pro&ect studied that the /P- of the respondents have not heard about the Whirlpool ;eo*i* chill and only B- of the respondents have heard about Whirlpool ;eo*i* chill.

3. A('!r sal!s s!rvi#!s o( 4hi#h )ran$ is 'h! )!s'D *RAND Whirlpool &ams n: NO OF PEOPLE 7, A+

54

L, ,o$r!A O'h!r

A7 A+ +,

30 25 21 20 15

30 23 21

10 10 5 0 S amsung !ir"#oo" LG Godre$ %t!er

INTERPRETATION" !ccording to the survey of the pro&ect studied that the Whirlpool is top of the mind in after sales services as compare to others. Whirlpool is A)-, :F is AA-, Fodre& and 5amsung are A,-, other is +)-.

5. Do!s 'h! Promo'ion h!lp in )!''!r pro$ #' a4ar!n!ssD YE& NO 1F1 P -1F181F3/G1FF HE5I -apJ/ 2PM+,?3[+,, \ P- 2apx3

55

4&

'es (o 96&

INTERPRETATION"

!ccording to the survey of the pro&ect studied that most of the respondents said that the promotion is helpful in better product awareness./B- of the respondents are agree with this and P- don1t think so.

7. Is Promo'ional a#'ivi'i!s Pro(i'a)l!8 )!n!(i#ial 'o .o D

YE& NO

1F1 P

-1F181F3/G1FF HE5I -apJ/ 2PM+,?3[+,, \ P- 2apx3

56

4&

'es (o

96&

INTERPRETATION" !ccording to the survey and the data collected it is seen that most of the respondents think that the promotional activity is profitableMbeneficial to them. /B- of the respondents are agreeing with that and P- are not thinking so)

<. Hav! .o a#'ivi'i!sD

!v!r p r#has!$ an.'hin: $ rin: or a('!r 'h! promo'ional

P r#has! D!#ision Al4a.s &om!'im! N!v!r

No. O( P!opl! 6) +) )

I 6P +6 /

57

9&

17&

*"+ays S ometime (e,er

74&

INTERPRETATION"

!ccording to the survey and the data collected it is seen that most of the respondents are not always but sometime purchased during and after the promotion. 'nly +6- of the respondents are purchased always during or after the promotion, and 6P- are sometime purchased and /- are never purchased.

/.

*ran$ am)assa$ors #r!a'! mor! val ! 'o 'h! pro$ #'. +i!4 &'ron:l. A:r!! A:r!! Disa:r!! No o( P!rson B? A) +A I BA A6 ++

58

11&

27& *"a+ys 62& S ometime (e,er

INTERPRETATION" !ccording to the survey and the data collected it is seen that most of the respondents are think that the brand ambassador creates more value in the product.BA- respondents are always agree with that because of them product get automatically more valuable and it helps to attracts and influences us, A6- are thinking that not always but sometime they create value in the product only if they are famous celebrities, and ++- are not think so.

1F. Whi#h )ran$ r!(ri:!ra'or a##or$in: 'o .o :iv!s mor! #oolin: !((i#i!n#.D *RAND Whirlpool &ams n: L, ,o$r!A O'h!r NO OF PEOPLE P, A7 AB ++ ? I 7) AA A? +, ?

59

40& 30&

38&

22& 20& 10& 0& !ir"#oo" S amsung

25&

10& 5& LG

Godre$

%t!er

INTERPRETATION" !ccording to the survey and the data collected it is seen that most of the respondents are think that the cooling efficiency of Whirlpool refrigerator is 7)- after that :F with AAfollowed by 5amsung with AA-, Fodre& +,- and the cooling efficiency of other refrigerator that include 5harp ,$itachi .ideocon is ?-.

11. Whi#h o( 'h! (ollo4in: (!a' r!s is impor'an' 4hil! s!l!#'in: r!(ri:!ra'orD F!a' r! &pa#! mana:!m!n' #oolin: T!#hnolo:. Loo@ O'h!r No o( P!rson +A P? A/ +/ +, I ++ P7 A) +) +,

60

10&

8& 11& LooS #ace .anagement

28&

/oo"ing 0eature %t!er 43&

INTERPRETATION" !ccording to the survey and the data collected it is seen that most of the respondents look for cooling efficiency while buying refrigerator with P7- next the respondent give preference to feature with A)- rest look, space management are with ++- and )correspondingly and +,- look other things like compressor life, after sales service. 10. Wha' is .o r opinion 'o4ar$s Kl!ss promo'ion mor! $is#o n'DL Opinion &'ron:l. A:r!! A:r!! Disa:r!! &'ron:l. Disa:r!! No o( P!rson A? ?6 +6 B I AP ?P +B B

61

60& 50& 40& 30& 20& 10& 0& S trong"y *gree 24&

54&

16& 6&

*gree

Disagree

S trong"y Disagree

INTERPRETATION" !ccording to the survey and the data collected it is seen that most of the respondents are agree with Dless promotion and more discountE.?P- are agree with that, AP- are strongly agree, +B- are disagree and B- are strongly disagree.

62

CHAPTER2.

FINDIN,C &U,,E&TION AND CONCLU&ION

FINDIN,&

%hrough this pro&ect

got to many of the things related to 5ales Promotion, Consumer

behavior, making of new customers and handling of old customers and 5elling N marketing Concepts in "umbai city.

63

Before the use of promotional tools the >eature of Whirlpool refrigerator were not known to the publics but after the use of promotional tools the products got good exposure in the market.

%he reason for low sales of the products was lack of promotional activities due to this most of the public was not aware of Whirlpool feature.

!fter using promotional tools

found that the prescription rate of the Whirlpool

Refrigerators was increased to a considerable extent. "aximum customers first see the affordable price N look of the product. . Whirlpool refrigerator is having maximum number of service centre all over ndia.

64

CONCLU&ION OF FINDIN,&

%he sample si0e of my survey was ),. which is as follows=

have tried my best to get the maximum out of have arrived to the conclusion,

survey. !fter analy0ing the result of my #uestionnaire

Whirlpool has successfully achieved their ob&ective of getting the potential customers through promotional activities and also to boost the sale.. %he promotional activity was helpful to know the customers perception towards Whirlpool by getting information from promotion. Regular use of promotional tools is necessary for giving more exposure to the product in the market. %he customers came to know about Whirlpool productsMservices and its benefits through promotional activities which seemed to be the key factor to achieve the prospective customers. "ost of the respondents believe in brand name and cooling efficiency while purchasing refrigerator. !s such many of them are attracted to the Whirlpool brand. "oreover, the existing users of Whirlpool are found to be satisfied from the features of refrigerator. Whirlpool should also promote through the %. Channels, maga0ines and national newspapers which will make the brand more and more popular. %he customer needs a better look, good #uality and after sales service in cheaper price. !t the time of buying a product customer is also curious about the free accessories which comes with the product.

65

&U,,E&TION AND RECOMMENDATION

!fter conducting this survey, it was founded that Whirlpool is sharing a good reputation in the market. Whirlpool refrigerator users are satisfied with Whirlpool. could hardly suggest the following suggestion=* %he advertisement campaign should be made more effective, attractive so that people will be able to understand it or recall. Customer makes their purchase decision before entering the shop it means that a customer decides which brand of refrigerator they want to buy. 5o it is very necessary to get their attention before they enter shop this can be done by putting glow signboards and other attractive hoardings on busy ! regular use of promotional tools should be done till the products get good exposure in the market. %he company should advertise more in newspapers and news channels. 9ffective schemes should be launched to differentiate the products than others and to interact the customers. %he company should make tie*ups with more shopping malls and

multiplexes for promotional activities. %he company should make offers like giving free gifts and discounts to attract the people towards buying the products. !dvertisement campaign should be made more effective for increasing the sales. !fter sales service should be more improved. 9asy loan facility should be provided to customers so as to increase the sales.

66

6UE&TIONNAIRE

;ame= Fender= male female

Profession= ]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]] Contact no.]]]]]]]]]]]]]]]]

+. Which brand of refrigerator will you give the preferenceR a3 Whirlpool b3 5amsung c3 :F d3 Fodre& e3 other]]]]]]]]]]]]]]

WhyR]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]

A. !re you aware of Whirlpool product N servicesR a3 <es b3 ;o

7. What is your opinion towards Whirlpool products N servicesR a3 .ery good b3 good P. c3 satisfactory d3 poor

$ave you heard about Whirlpool neo i*chillR b3 ;o

a3 <es

?. !fter sales services of which brand is the bestR

67

a3 Whirlpool b3 5amsung

c3 :F d3 Fodre&

e3 other]]]]]]]]]]]]]]

B. (oes the Promotion help in better product awarenessR a3 <es b3 ;o

6. Whether Promotional activity ProfitableM beneficial to youR a3 <es b3 ;o

). $ave you ever purchased anything during or after the promotional activitiesR a3 !lways b3 5ometime c3 ;ever

/. (o the brand ambassadors create more value in the productR

+,. Which brand refrigerator according to you gives more cooling efficiencyR a3 Whirlpool b3 5amsung c3 :F d3 Fodre& e3 other]]]]]]]]]]]]]]

++. Which of the following characteristics is important while selecting refrigeratorR a3 5pace management c3 :ook e3 other]]]]]]]]]]]]]]]]]]]] +A. What is your opinion towards Dless promotion more discountER a3 5trongly agree c3 (isagree b3 !gree d3 strongly disagree. b3 cooling d3 feature

68

+7. !ny suggestion]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]

*I*LIO,RAPHY

*OO=&"?
"arketing "anagement********************************Philip 8otler Research "ethodology ****************************************** C.R 8othari "arketing Research**************************************(ilip 5arwate

WE*LIO,RAPHY"? www.google.com www.cromaretail.com. www.whirlpoolindia.com en.wikipedia.orgMwikiMConsumer]behaviour

Compan. )oo@l!'sC pamphl!'C *ro#h r!s.

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