EXECUTIVE SUMMARY

Indian white and brown goods markets is increasing day by day with domestic companies like IFB, KELVINATOR, GODREJ, VIDEOCON and MNCs like LG, WHIRPOOL, SAMSUNG etc. IFB which is a major player in this segment has products like dishwasher, washing machine, dryer, microwave Owens and other kitchen appliances. The Indian Microwave Oven market is growing at the rate of 40% and of Washing Machine is at the rate of 10%-15%.

The entire research has been carried out in different phases for fulfilling the objective of finding the scope and potential of domestic dishwasher, front loading washing machines and Microwave Ovens from customers and comparison of competitors price range, preference, sales, after sales service of IFBs products with LG, SAMSUNG, VIDEOCON, KENSTAR, ONIDA etc. from dealers. For this different questionnaires has been prepared for dealers & consumers and also did personal interviews with customers, dealers, managers (of hotels, restaurants etc) for data and responses required to complete project.

INTRODUCTION
The role of marketing research in managerial decision making is explained further using the framework of the "DECIDE" model: D Define the marketing problem E Enumerate the controllable and uncontrollable decision factors C Collect relevant information I Identify the best alternative D Develop and implement a marketing plan E Evaluate the decision and the decision process

Need of study IFB is a big brand name but the emergence of other market players (LG, Samsung, Godrej and the like) in the appliance industry, has set a big benchmark and has also affected IFBs market position adversely. The company has not been able to make a huge success in this segment despite its extensive promotional campaigns and vast experience in the field. Customers are the lifeblood of every business and its success largely depends on how it satisfies its customers. Customer purchase preferences are affected by a number of reasons. In addition to this, Location convenience and Dealer relationship is one of the most consideration followed by the After Sales Services and Variety, in building a good brand image. Both these concepts have been taken into consideration to study the factors affecting the customer purchase preference and also the dealers perspective to deal with a particular appliance brand. Thus this study is aimed to provide the management with some knowledge about its status in market both in terms of sales and customer awareness. The research also aims to provide some ideas to improve the companys present condition.

OBJECTIVES OF RESEARCH

The objectives of the research are as follows:

1) To identify buying pattern of fully automatic washing machine 2) To identify the potential of front loader washing machine in the Indian market 3) To identify competitors range/price/features of front loading washing machine vis--vis IFB 4) To identify potential of microwave oven in the Indian market 5) To identify competitors range/price/features of microwave ovens vis--vis IFB 6) To identify the potential of the domestic dishwasher and identification of factors which affect dishwasher sales 7) To study the Customer satisfaction for IFB.

SCOPE AND LIMITATIONS OF THE RESEARCH Scope of research

A) Geographical Scope
As of the geographical scope the research, the Nagpur territory has been selected whereby Amravati city and Badnera of the territory would be undertaken for sample collection

B) Functional Scope

The research will be considering the market potential and competition of White/Brown Goods.

C) Operational Scope
For the research all the white/brown goods users and non users as well as dealers within the city of Amravati and Badnera will only be considered.

Limitations of the research

The scope of the research was wide enough but the research was limited to Amravati and Badnera only. All the dealers and customers could not be contacted due to the lack of time. The individuals being observed might behave in a different way when they know they are being observed and thus data collected may not be a true picture of the actual self. Generally, respondents were busy in their work and were not interested in responding correctly.

While every effort was made to get the questionnaire filled personally, even then
some elements of biasness might have crept in. Some respondents themselves were not clear about their likings and choices.

In this research only Washing machine, Microwave oven and Dishwasher were
considered.

Profile Of The Organization

Industry- Consumer Durables

IFB Industries Ltd. (Home appliances division) Singh Warehousing Complex, Gut no. 2347/1/B/3, Nagar Road, Wagholi, Pune-412207 Location- Nagpur Territory (Amravati)

Vision & Mission

Vision
To be the vehicle manufacturers first choice for safety and comfort related products through innovation and quality excellence.

Mission
Our mission is to create and deliver high quality and innovative products that will contribute to our customers success and deliver value to our shareholders. We shall provide complete solutions through our system capabilities in design, analysis, development, testing and validation. We are committed to environmental preservation and social responsibility. Introduction Consumer Durables Industry

Durable goods are those which dont wear out quickly, yielding utility over time rather than at once. Examples of consumer durable goods include electronic equipment, home furnishings and fixtures, photographic equipment, leisure equipment and kitchen appliances. They can be further classified as either white goods, such as refrigerators, washing machines and air conditioners or brown goods such as blenders, cooking ranges and microwaves or consumer electronics such as televisions and DVD players. Such big-ticket items typically continue to be serviceable for three years at least and are characterized by long inter-purchase times.

Before the liberalization of the Indian economy, only a few companies like Kelvinator, Godrej, Allwyn, and Voltas were the major players in the consumer durables market, accounting for no less than 90% of the market. Then, after the liberalization, foreign players like LG, Sony, Samsung, Whirlpool, IFB, and Aiwa came into the picture. Today, these players control the major share of the consumer durable market. Consumer durables market was expected to grow at 10-15% in 2007-2008. It is growing very fast because of rise in living standards, easy access to consumer finance, and wide range of choice, as many foreign players are entering in the market.

On the flip side, the presence of a large number of players in the consumer durables market sometimes results in excess supply.

The consumer durables industry has always exhibited impressive growth despite strong competition and constant price cutting. The industry exhibits very high correlation between demand for durables (both new and replacements) and income. India has witnessed a phenomenal growth, with the urban consumer durables market growing at almost 10 % per annum, and the rural durables market growing at 25% per annum. The Indian consumer durables industry has witnessed a considerable change in the past couple of years. Changing lifestyle, higher disposable income coupled with greater affordability and a surge in advertising has been instrumental in bringing about a sea change in the consumer behavior pattern. Apart from steady income gains, consumer financing and hire-purchase schemes have become a major driver in the consumer durables industry. In the case of more expensive consumer goods, such as refrigerators, washing machines, color televisions and personal computers, retailers are joining forces with banks and finance companies to market their goods more aggressively. N addition, change in policy, such as the WTO FTA in 2005 resulted in zero customs duty on imports of all telecom equipment, thereby improving the pricing and affordability of imported goods. According to industry sources, in 2010, airconditioners are expected to grow 25%, split air-conditioners 60%, frost-free refrigerators 54%, washing machines 20%, fully automatic washing machines 35%, microwave ovens 35%, high-end flat panel TV 100%, LCD TVs 110% and the plasma TV are likely to register a 100% growth.

Essentially we can classify the consumer durable products into following categories:

1. Consumer Appliances a. White Goods b. Brown Goods

2. Small domestic Appliances

The largest MNCs incorporated in India are Whirlpool India, LG India, Samsung India and Sony India and homegrown brands are Videocon, Godrej Industries and IFB. Videocon has impressive presence in washing machine, color TVs, Air conditioners and refrigerator. Major chunk of the revenue is fetched by these products. In order to gain competitiveness company has invested for R&D facilities and technology tie-ups for almost every product. Performance In the past 10 years, the global market has witnessed a surge in demand as economies such as Brazil, Mexico, India and China have opened up and begun rapid development, welcoming globalization with lan. The consumer durables industry has always exhibited impressive growth despite strong competition and constant price cutting, and the first contraction since the 2001 dot-com bust has been due to the global recession. Given the strong correlation between demand for durables (both new and replacements) and income, the industry naturally suffered during the 2008-2009 period. However, projections for current year going forward are very optimistic, as consumers resume spending, and producers launch new enticing

variants to grab new customers. Leading players include Sony Corporation, Toshiba Corporation, Whirlpool Corporation and Panasonic Corporation. Developing countries such as India and China have largely been shielded from the backlash of the recession, as consumers continued to buy basic appliances. In fact, China has been ranked the second-biggest market in the world for consumer electronics. Despite the recession, their strong domestic economy and growing high-income population have buoyed demand leading to aggressive market growth. There is growing interest for new age products such as LCD-TVs and DVD players. Meanwhile, the penetration of the basic, largest dollar items such as ovens, washing machines and refrigerators is also increasing. India too, has witnessed a similar phenomenon, with the urban consumer durables market growing at almost 10 %p.a., and the rural durables market growing at 25% p.a. Some high-growth categories within this segment include mobile phones, TVs and music systems. The Indian consumer durables industry has witnessed a considerable change in the past couple of years. Changing lifestyle, higher disposable income coupled with greater affordability and a surge in advertising has been instrumental in bringing about a sea change in the consumer behavior pattern. Apart from steady income gains, consumer financing and hire-purchase schemes have become a major driver in the consumer durables industry. In the case of more expensive consumer goods, such as refrigerators, washing machines, color televisions and personal computers, retailers are joining forces with banks and finance companies to market their goods more aggressively. In addition, change in policy, such as the WTO FTA in 2005 resulted in zero customs duty on imports of all telecom equipment, thereby improving the pricing and affordability of imported goods. Challenges The biggest threats to the local industry going forward are supply-related issues pertaining to distribution and infrastructure, as well as demand issues due to competition from imported goods. The lack of well developed distribution networks makes it especially challenging to penetrate the fastest growing rural areas economically. In addition, regular power cuts and poor road linkages make systematic production, assembly and delivery problematic.

On the demand side, customers have increasing choice from both domestically produced and imported goods, with similar features. This homogeneity makes it difficult for players to remain ahead of the competition. MNCs hold an edge over their Indian counterparts in terms of superior technology combined with a steady flow of capital, while domestic companies compete on the basis of their wellacknowledged brands, an extensive distribution network and an insight in local market conditions. The largest MNCs incorporated in India are Whirlpool India, LG India, Samsung India and Sony India and homegrown brands are Videocon, Godrej Industries and IFB. Future Prospects Overall, the industrys future remains robust, and interested applicants will benefit from a holistic learning experience; Many of the research, sales, marketing and advertising related roles will necessitate a good on-the-job learning of target audiences, who may well be a totally new segment, based in never-before visited Class II and III towns. In addition, those with technical backgrounds will be able to leverage their knowledge and experience to constantly develop and innovate the product variants. With more MNCs growing their Indian businesses, there is great potential to also learn best-in-class systems and management skills.

Micro-economic parameter critical to be taken into consideration

Followings are the key driving forces for the industrys growth 1. Emergence of nuclear families. 2. Growth of entertainment and Media and the flurry of television channels and the rising penetration of cinemas are also the growth drivers. 4. Electrification in rural areas backed by strong aspirations. 3. Growth of organized retail. 5. Easy finance options. 6. Acceptance as a utility product rather than a luxury. 7. Increase in disposable income with greater aspirations and demographics tilted towards younger customers. 8. Diminishing price differential between the high-end and low-end ranges.

Followings are the risks and concerns associated with the sector5:

1. The consumer electronic products and home appliances business is highly competitive. 2. There is a risk of assuming product liability, warranty and recall costs which may adversely affect results of operations and financial condition. 3. The consumer electronic and home appliance business is seasonal in nature. 4. There is a risk of reliance on distribution network for marketing, sale and distribution of its products and under-performance of distribution network may adversely affect Companys sales and results of operations. 5. There is a risk of non-adjustability of product mix in line with market demand or keep pace with technological changes.

Challenges associated with the growth of the sector:

1. The economy of rural India is growing at a very rapid pace, but lack of infrastructure and logistics hampers the penetration. 2. LG & Samsung two Korean giants have very strong sales and distribution network and commendable manufacturing technologies. Essentially both of the factors are highly capital intensive and also risky. 3. Expenditure on marketing and branding requires to be balanced with the growth of sales & distribution network which is a very critical success factor. 4. Though suppliers have low bargaining power, price sensitivity, low switching cost and new technologies may change the market dynamics drastically.

History of IFB : IFB is the one of the most famous names among the world's biggest Electronic brands. It is also one of the world's largest manufacturers of electronic appliances. Making some of the choicest appliances and other electronic gadgets in the world, IFB specializes chiefly in the manufacture of advanced home appliances. The initials IFB stands for Indian Fine Blanks.

10

Ifb pic PAN Global

The Indian Fine Blanks Limited or IFB, as it is better known was first set up, as the name indicates, in the country of India. IFB was set up in the year 1947. IFB began its enterprise in collaboration with the Swiss company engaged in similar works, called Hienrich Schmid AG

of Switzerland.
YEAR EVENTS 1974 - The Comp. was incorporated on 12th September, in West Bengal. The Company object is to manufacture fine blanking tools, press tools & fine blanked components used in a wide range of precision engineering industries.

The Comp. was promoted by Bijon Nag, an engineer by profession. Since then, the company has evolved into one of the most respected and trusted engineering group to meet the growing needs of domestic and international automotive and domestic international automotive market. The group now includes: IFB Industries, Kolkata: automotive fine blanking components IFB Industries, Bangalore: fine blanking and subassemblies IFB Automotive Pvt. Ltd., Bangalore, Chennai, and New Delhi: automotive seating, door and motors IFB Home Appliances, Goa: washing machines, micro wave ovens IFB Automotive R & D Centre, Bangalore IFB Agro Industries, Kolkata

11

The product range includes Fine Blanked components, tools and related machine tools like Straighteners, Decoilers, Strip loaders and others. The Engineering divisions are located at Kolkata & Bangalore. The Bangalore unit, apart from Fine Blanked components, manufactures motors for White goods as well as automotive applications.

Board of Directors
MR. BIJON NAG -CHAIRMAN MR BIKRAMJIT NAG -JOINT EXECUTIVE CHAIRMAN & MANAGING DIRECTOR MR. P. K. BISWAS -NOMINEE DIRECTOR OF IDBI DR. RATHINDRA NATH MITRA -DIRECTOR MR RADHARAMAN BHATTACHARYA -DIRECTOR MR SOMEN BAL- DIRECTOR MR R. MURALIDHAR -DIRECTOR MR K. M. UNNIKRISHNAN -DIRECTOR IFB Industries Ltd is a home appliances company in India. We are a high end brand associated with quality and robustness of product coupled with a service network that is one of Indias largest we reach an estimated 1000 plus towns across India. Our organization is headquartered in Kolkata, West Bengal in Eastern India - with diverse business interests. Home appliance division constitutes a significant proportion of our businesses globally. The IFB brand offers fully automatic washing machines, Microwaves, Domestic and Industrial dishwashers, clothes dryers. We have also recently launched fully built up modular kitchens and kitchen equipments. IFB holds 66% market share in the fully automatic Front-Loading washing machine. In Microwave, we are the third largest player after LG and Samsung. In the domestic dishwashers and clothes dryers, we are monopoly players with market shares in excess of 95%. The IFB front loading design is based on GERMAN principles for both aesthetics as well as mechanical and electronic configuration.

12

Products of IFB : IFB has several sectors and have a wide range of products today. The products manufactured by IFB today is very large and wide too. They manufacture products keeping in mind the larger industrial and technological picture. The advanced technological products include such things as: Tools Machine Tools Straighteners Decoilers Strip loaders

However, the one sector where it has quite a thriving hold is in the scope of home appliances. Some of the most manufactured and most used home appliances by IFB include products such as: Washing machines Dryers Microwave Ovens Dish Washers Industrial Dishwashing Solutions

IFB also makes additives, which are designed complimentarily to their other products. The additives from the IFB brand include: Protecta Descale Fabo Auto dish Detergent Auto dish Rinse Aid Dishwasher Salt Limo

13

IFBS Home Appliances Products

Why IFB?
IFB is one of the market leaders of the home appliances brand in India and we are putting all our efforts and hard work to become the first choice when it comes to being an integral part of your household. In every decision that we make, your convenience is on top priority. We want our innovations in technology to reflect in your innovation in cooking. With our engineering feats, we want you to achieve new feats in your culinary skills.As you browse through our existing range of products, just imagine how they will look in your home. Imagine how effortless it is going to be when you invite guests for dinner, getting the delicate bone china spotlessly clean and never having to worry about the overflowing laundry bag or even the weather for that matter.

Washing MachinesCan you imagine washing your very expensive silk saree in a washing machine? The IFB washing machine has a special cycle do all the thinking for you. Choose from the various options to get the desired washing cycle. Each cycle delivers the exact water temperature at the exact point in the cycle that each garment type requires along with proper spin speed. We'll concentrate on washing clothes and you concentrate on wearing them.

Clothes DryerTake a look at the drum of an IFB clothes dryer and you'll see it's full of holes. On comparing our drums with other brands in the market, you will see that the other drums have tiny holes. This is so because the people who make clothes dryers believe and think that the best and fastest way of drying clothes is by using very hot air. And with all that hot air they're blowing, they don't need very big holes.

14

Microwave OvenOur microwave ovens are the perfect example of a beautiful blend of performance and style. Be it grilling tandoori chicken on the rotisserie or cooking a family meal on a 20SC2, cooking will no more be a tiring experience. Our microwave range will set you free to indulge in all the things that you have dreamed of whilst enjoying the luxury of a hassle free cooking experience.

DishwasherThe flow-through heater is a strong point of IFB dishwashers. But we decided to tell you about the closed drying system instead. Most dishwashers dry dishes by blowing hot air onto still-wet, freshly washed dishes.

That disgust drove us to invent a hygienic, sealed drying system. The IFB system is completely closed. We use no air at all to dry your freshly washed and perfectly clean dishes. The wash water is super-heated by our flow-through heater which sanitizes dishes and heats the stainless steel wash tub walls of the IFB's dishwasher. The heat from the walls condenses the moisture on the dishes, and the condensation then runs down the smooth stainless steel. The result? Spot-free, completely sanitized plates, glasses and silverware, with which you can't wait to eat a delicious meal.

Other Products Of IFB Home Appliances

(Laundry system, Chimney and Industrial Dishwasher)

15

Some Major Players in the Home Appliances segment in India

1.

The LG Corp is South Korea's second largest conglomerate that produces electronics, chemicals, and telecommunications

products and operates subsidiaries like LG Electronics, LG Display, LG Telecom and LG Chem in over 80 countries

Home appliances
The Home Appliances division makes products like refrigerators and washing machines. Its 2007 sales totaled KRW 11.8 trillion, accounting for 29% of the company's total revenue. The division's profit was KRW 717.1 billion. About 35% of the company's home appliance revenue comes from the North American market.It is also in to Mobile phones,Vacuum cleaners.

2.
Samsung Electronics is the world's largest electronics company with 2009 revenue of $117.4 billion,[3][6][7][8] headquartered in Samsung Town, Seoul, South Korea.[1][2] It is the largest South Korean company and the flagship subsidiary of the Samsung Group.Samsung Electronics has achieved significant market share in the global market for more than 60 products.

Products of SAMSUNG Samsung mobile phones- GSM, CDMA Samsung Home Appliances- Washing Machine, Refrigerators, Microwave Oven, Air Conditioners Samsung T.V., DVD player, Audio Systems, Home theatre, Digital camera IT Products- Monitors, Hard disk, CD/DVD ROM/Writer, CCTV, Lazer camera etc.

16

3.
Videocon is an industrial conglomerate with interests all over the world and based in India. The group has 17 manufacturing sites in India and plants in China, Poland, Italy and Mexico. It is also the third largest picture tube manufacturer in the world.

Consumer electronics
In India the group sells consumer products like Colour Televisions, Washing Machines, Air Conditioners, Refrigerators, Microwave ovens and many other home appliances, selling them through a Multi-Brand strategy with the largest sales and service network in India [4]. Videocon Group brands include Akai, Electrolux, Hyundai, Kelvinator, Kenstar, Kenwood, Next, PlanetM, Sansui, Toshibha, Philips (TV Products) etc The Videocon group has an annual turnover of US$ 4.1 billion, making it one of the largest consumer electronic and home appliance companies in India. Since 1998, it has expanded its operations globally, especially in the Middle East.

4.

Whirlpool Corporation (NYSE: WHR) is a Fortune 500 company and a global manufacturer and marketer of major home appliances with its headquarters in Benton Charter Township,

Michigan, United States, near Benton Harbor, Michigan.[2][3] The company has annual sales of approximately $20 billion, more than 70,000 employees, and more than 70 manufacturing and technology research centers around the world. It is having a wide range of products like refrigerators, washing machines, microwave ovens, air

conditioners,dryers and ups.

17

LITERATURE REVIEW
A literature review is a body of text that aims to review the critical points of current knowledge on a particular topic. Literature reviews are secondary sources, and as such, do not report any new or original experimental work. Its ultimate goal is to bring the reader up to date with current literature on a topic and forms the basis for another goal, such as future research that may be needed in the area. A good literature review is characterized by: a logical flow of ideas; current and relevant references with consistent, appropriate referencing style; proper use of terminology; and an unbiased and comprehensive view of the previous research on the topic

Hundal (2008), Significant considerations in the Purchase of Consumer Durables

concluded in his study that the consumers have a preference/loyalty towards particular brand of consumer durables and are not ready to buy any other brand so easily. Location convenience and Dealer relationship is one of the most consideration followed by the After Sales Services and Variety provided by the brand also play a crucial role. Installment facility is also an important consideration which cannot be ignored at all. All these factors create intensity of Brand Loyalty towards a particular brand.

Conceptual Background
Competition is a contest between individuals, groups, animals, etc. for territory, a niche, or a location of resources. It arises whenever two or more parties strive for a goal which cannot be shared. Competition occurs naturally between living organisms which co-exist in the same environment. For example, animals compete over water supplies, food, mates, and other biological resources. Humans compete for water, food, and mates, though when these needs are met deep rivalries often arise over the pursuit of wealth, prestige, and fame. Business is often associated with competition as most companies are in competition with at least one other firm over the same group of customers. Market potential The estimated maximum total sales revenue of all suppliers of a product in a market during a certain period. A set of consumers who profess some level of interest in a designed market offer.

18

Sector Outlook
There has been strong competition between the major MNCs like Samsung, LG, and Sony. LG Electronics India Ltd. has announced its extension plan in 2006. The company is going to invest $250 million in India by 2011 and is planning to establish a manufacturing facility in Pune. TCL Corporation is also planning to establish a $22 million manufacturing facility in India. The Indian companies like Videocon Industries and Onida are also planning to expand. Videocon has acquired Electrolux brand in India. Also, with the acquisition of Thomson Displays by Videocon in Poland, China, and Mexico, the company is marking its international presence. According to isuppli Corporation (Applied Market Intelligence), country's fiscal policy has encouraged Indian consumer electronic industry. The reduction on import duty in the year 2005-06 has benefited many companies, such as Samsung, LG, and Sony. These companies import their premium end products from manufacturing facilities that are located outside India. Indian consumers are now replacing their existing appliances with frost-free refrigerators, split air conditioners, fully automatic washing machines, and color televisions (CTVs), which are boosting the sales in these categories.

Some companies like Samsung Electronics Co. Ltd. and LG Electronics India Ltd. are now focusing on rural areas also. These companies are introducing gift schemes and providing easy finance to capture the consumer base in rural areas.

Sector Financials In Rs 31/03/2002 Sales Sales Growth Gross Profit Margin Profit After Tax (PAT) PAT Growth Market Capitalization P/E Ratio 37,331m 10.7% 1,019m 1,787m 7.0 31/03/2003 30,100m -19.4% 6.6% 940m -4.3% 2,392m 7.6 31/03/2004 43,096m 43.2% 4.3% -1,202m -209.5% 2,359m -7.9

19

Growth in 2005-06 Consumer Durables Air Conditioner Refrigerator Microwave Ovens Washing Machines Color Televisions (CTVs) Black & White Televisions Clock Watch VCDs Consumer Electronics (Overall) Growth 20-25% 5-10% 25% 5-10% 15-20% -20% 10% 10% 30% 9%

With the increase in income levels, easy availability of finance, increase in consumer awareness, and introduction of new models, the demand for consumer durables has increased significantly. Products like washing machines, air conditioners, microwave ovens, color televisions (CTVs) are no longer considered luxury items. However, there are still very few players in categories like vacuum cleaners, and dishwashers.

Consumer durables sector is characterized by the emergence of MNCs, exchange offers, discounts, and intense competition. The market share of MNCs in consumer durables sector is 65%. MNC's major target is the growing middle class of India. MNCs offer superior technology to the consumers, whereas the Indian companies compete on the basis of firm grasp of the local market, their well-acknowledged brands, and hold over wide distribution network. However, the penetration level of the consumer durables is still low in India. An important factor behind low penetration is poor government spending on infrastructure. For example, the government spending is very less on electrification programs in rural areas. This factor discourages the consumer durables companies to market their products in rural areas. Some Facts 1. Bargaining power of suppliers in consumer durables sector is limited due to threat of imports and intense competition. 2. Some of the entry barriers in consumer durables sector are distribution network, capital, and ability to hire purchases. 3. Demand is seasonal and cyclical. 4. Competition among players is on the basis of difference in prices and well-acknowledged brands.

20

RESEARCH METHODOLOGY
Research is an art of scientific investigation. It is defined as A careful investigation or enquiry especially through search for new facts in any branch of knowledge. According to Clifford woody research comprises defining and redefining problems, formulating hypothesis. D.Slesinger and M.Stephension in the Encyclopedia of social sciences

define research as the manipulation of things, concepts or symbols for the purpose of generalizing to extend, correct or verify knowledge , whether that knowledge aids in construction of theory or in the practice of an art. According to John W.Best Research is the systematic and objective analysis and recording of controlled observation that may lead to development of generalization, principles or theories resulting prediction and possibly ultimate control of events.

Objectives of research (Meaning) 1. To gain familiarity with a phenomenon or to achieve new insights into it (studies with this object in view are termed as exploratory or formulative research studies). 2. To portray accurately the characteristics of a particular individual, situation or a group (studies with this object in view are known as descriptive research studies). 3. To determine the frequency with which something occurs or with which it is associated with something else (studies with this object in view are known as diagnostic research studies).

Types of research
Descriptive Analytical Applied Fundamental Quantitative Qualitative

21

RESEARCH PROCESS

Research process consists of series of actions or steps of actions or steps necessary to effectively carry out and the desired sequencing of these steps

Figure: Research Process flow chart (Source: Research Methodology - C.R. Kothari.)

22

Research Design
Definition:Research Design is a set of advance decisions that make up the master plan specifying the methods and procedures for collecting and analyzing the needed information.

Types of Research Undertaken

Descriptive Research:- Descriptive research provides answers to the questions of who, what, when, where, and how. Note that we cannot conclusively ascertain answers to WHY using descriptive studies

1) Cross-sectional 2) Longitudinal

Sampling Techniques
Convenience sampling Technique:- Convenience sampling is used in exploratory research where the researcher is interested in getting an inexpensive approximation of the truth. As the name implies, the sample is selected because they are convenient.

Selection of sample size For this survey the sample size is taken of 160 customers and 40 dealers.

Sources of Data collection

Following methods of data collection has been used a) Primary Data Collection b) Secondary Data Collection

23

Primary data Primary data are those which are collected afresh and for the first time, and thus happen to be original in character. Collection of data through questionnaires (structured) In this method a questionnaire is personally given to the respondent from the selected sample with a request to answer the questions and return the questionnaire. A questionnaire consists of number of questions relevant to the research problem, printed or typed in a definite order on the form or sets of forms. The questionnaire is personally provided to respondents under the guidance of the researcher, who are then expected to read, understand and write down the reply in the space meant for answering various questions in the questionnaire itself. Secondary data Secondary data on the other hand are those which have been already collected by someone else and which have already been passed through the statistical process. For the collection of secondary data various articles and researches from news journals, institutional research articles, and personal researches relevant to the research problem have been included. Secondary Data Secondary data are collected through internet and mazagines in this research because there is a lot of need to study about the competitors. (Company leaflets, Brouchere, Magazine, Internet etc )

Both the primary data and secondary data have been used as the source of information for the collection. I have done primary data collection through questionnaire.

STATISTICAL TOOLS USED

The main statistical tools used for the analysis of data in this project are:

-nut graphs

24

DATA PRESENTATION, ANALYSIS AND INTERPRETATION Buying pattern of Fully Automatic Washing Machine:
Graph and Analysis - Sample Size=160

Brand Awareness
Awareness LG IFB Samsung Onida Others Total No of Person 56 32 48 16 8 160 Percentage 35% 20% 30% 10% 5% 100%

Awareness
LG IFB 10% Samsung 5% Onida Others

35% 30% 20%

In this research it is found that out of 160 sample size 35% are aware about LG,20% of IFB, 30% of Samsung, 10% of Onida, and rest 5% of others. So the LG & Onida both are the leading brand which is most popular in Amravati and Badnera.

25

Brand Users
Brands Used LG Samsung IFB Onida Others Total No of Person 34 37 28 24 37 160 Percentage 21% 23% 18% 15% 23% 100%

Brands Used
LG Samsung IFB Onida Others

23% 15% 18%

21% 23%

We can clearly see from the Pie Chart that the brand that is used by most of the customers is Samsung(23%),LG(21%), IFB(18%), Onida(15%) and other(23%).

Top loading/ Front loading users

User/non users FLT users Top Loading users Non users Total No. of respondents 32 98 30 160 Percentage 20% 61% 19% 100%

Non users , 19%

FLT Users , 20%

Top loading users , 61%

In this research it is find out that there are 20% FLT users and 61% are using top loading washing but in the sample size of 160 there are 19% non users.

26

Customer satisfaction Satisfaction Very much satisfied Satisfied Somewhat satisfied Dissatisfied No. of respondents 17 57 34 22 Percentage 13% 44% 26% 17%

satisfaction
Satisfied 44% Very much satisfied 13% 26% Dissatisfied 17% Somewhat satisfied 26%

44% 13% 17%

In this research it is found that in160 sample size there are only 130 existing users, in which 44% are satisfied, 13% are very much satisfied, 26% are somewhat satisfied and 17% are dissatisfied with their washing machine. Mode of Preference while buying fully automatic washing machine Mode of Preference Quality Price Brand Aesthetics Other No of Person 24 48 55 32 10 Percentage 15% 25% 34% 20% 6%

Mode of preference
6% 20% 25% 34% 15% Quality Price Brand Aesthetics Any other

From the pie chart we can clearly observe that while buying a fully automatic washing machine customers go for specific Brands (34%) no matter what ever is its price or special features .After brand the buying decision is influenced by the products Price (25%), Quality (15%), Aesthetics (20%), and any other reasons (6%).

27

Factors for Buying Factors After Sales Service Sales Promotion Offers Warranty No of Person 85 53 22 Percentage 53% 33% 14%

Factors of buying
Sales promoton offers 33% After sales service 53% Warrenty 14%

14% 33%

53%

From the graph we can observe that the most important factor affecting buying decision of fully automatic Washing machine is after sales service (53%), then Sales Promotional offers (33%) and finally 14% of customers are affected by warranty.

Findings:- From our survey we came across certain facts and findings.
According to an existing customer of LG, Mr. Rajesh Ratan I knew about the brand IFB and I had a good image and reputation about its products and service. But while I was about to by a fully automatic washing machine I was influenced by the LGs promotional ads in television, posters and banners throughout the city, so the brand LG made caught up in my mind and even though I had a better image of IFB in my mind ,but was compelled to buy a LGs product. Most of the customers have gone for purchasing a fully automatic washing machine with their brand name as well as after sales service also considered in preference of that brand over other brands in Nagpur.

28

Potential of Front Loader Washing Machine

Graph and Analysis- Sample size=160

Type of washing machine used

Washing Machine Used Semi Automatic Front Loading Top Loading Not Applicable

No of Person 86 42 22 10

Percentage 54% 26% 14% 6%

Semi automatic 6% 26% 54% 14% Top loading (Fully automatic) Front Loading Not applicable

From this pie chart we can interpret that there is a relative monopoly of Semi-automatic (53%)washing machine in Nagpur, with other type of washing machines(37%) and 6% of the respondents dont have washing machine.

29

Desired Attributes for existing and potential customers for front loading washing machine Desired Attributes Clean Washing Durability Power Saving Detergent Saving Fully Automatic No of Person 89 22 30 7 12 Percentage 57% 13% 19% 4% 7%

Desired attributes
13% 7% 57% 4% 19% long durability Fully automatic Power saving Detergent saving clean washing

As per this graph we can clearly see that most of the customers desired attributes are Clean Washing(57%),then Long durability(13%), Power saving(19%), Fully automatic(7%) and detergent saving(4%).

Change from Top load to FLT (42 are using FLT) Change No Yes No. of respondents 77 41 Percentage 65% 35%

Prospect of FLT
35% 65% Yes 37 No 59

In this research its found that in 41 users are want to change and take FLT, and remaining 77 they dont want to change.

30

Widest Range of products among different brands of FLWM Product Range IFB Godrej LG Onida Samsung Others No of Person 32 10 46 22 34 16 Percentage 20% 6% 29% 14% 21% 10%

Range of Products
IFB Godrej LG Onida Samsung Others

10% 20% 14%

20% 6%

30%

As per the response to the questionnaire and pie-chart we can interpret that according to the existing/potential customers LG(29%) has the widest range in its washing machine range, followed by Samsung(21%), IFB(20%), Onida(14%), Godrej(6%) and others have (10%).

31

Preference of brand in future

Preference IFB Samsung LG Onida Others No of Person 35 34 54 18 19 Percentage 22% 21% 34% 11% 12%

Brand preference
12% 11% 22% IFB Samsung LG 21% 34% Onida Any other

From this graph we can observe that most of the customers have given more preference on LG(34%) followed by IFB(22%), then Samsung(21%), Onida(11%) and others(12%) in the future for purchasing the FLT.

Findings:From our survey we found out that instead IFB having a good market in Front Loading Washing Machine but has failed to capture the minds of the customers, whereas LG and Samsung has capitalized on the opportunity.

32

Dealer Survey
Comparison between various brands of Front Loading Washing Machine vis--vis IFB Sample size=40 Front loading Washing Machine brand available at the stores

Available brands LG Onida Videocon IFB Others

No. of Stores 5 3 3 5 4

Percentage 13% 7% 7% 13% 10%

5 4 3 2 1 0 LG Onida Videocon FLT at stores IFB Others 5 3 3 5 4

From the above column graph we can interpret that there are only 5 dealers who keep the LGs FLW, followed by IFB(5), Onida(3),Videocon(3) and others (4) in Amravati. So in sample size of 40 only 20 dealers have Front loading washing machine available in their stores and remains 20 they dont put FLT.

33

Sales of different brands from various stores (Dealers-20) Sales of brands LG Samsung Videocon IFB Onida Others No of machine sold 11 9 2 7 2 3 Percentage 27% 21% 5% 17% 12% 18%

Sales
LG Samsung Videocon 18% 12% 17% 5% 27% 21% IFB Onida Others

According to the dealers LG(27%) has the highest sale in FLT ,followed by Samsung(21%), IFB(17%), Videocon(5%), Onida (12%), Whirlpool (16%) and others have (18%) of sales

Demand of Washing machine Machine type Fully automatic Semi automatic No. of respondents 28 12 Percentage 69% 31%

Demand
Semi automatic 31%

Fully automatic 69%

On the basis of the dealers response we can say that in the Washing machine market there is much difference in the demand of Semi automatic and fully automatic washing machine in Amravati.

34

Maximum margin to dealers Brands LG Samsung Videocon IFB Onida No. of respondents 14 10 4 4 8 Percentage 35% 25% 10% 10% 20%

Margin
LG Samsung Videocon IFB Onida

20% 35% 10% 10% 25%

According to this graph we can clearly say that LG gives maximum margin to the dealers.

After sales service After Sales Service LG Samsung IFB Videocon Onida No of Dealers 12 9 7 8 4 Percentage 29% 24% 17% 19% 11%

After sales service

LG Samsung IFB Videocon Onida

11% 19% 17%

29%

24%

According to the dealers LG provides the best after sales service to its customers

35

Promotional offers Promotional Offers LG Samsung Videocon IFB Onida No of Dealers 14 8 6 4 8 Percentage 35% 21% 15% 10% 20%

Onida, 20% LG, 35% IFB, 10%

Videocon, 15%

Samsung, 21%

From the above pie-chart we can clearly observe that in FLT the brand LG maximum (35%) promotional offers, followed by Samsung (21%), Onida (20%), Videocon (15%) and IFB (10%).

36

Complaints from customers after sale for different brands Brands LG Samsung Videocon Onida IFB No. of dealers 8 9 14 8 1 Percentage 19% 22% 36% 21% 2%

Complaints
LG Samsung Videocon Onida IFB

2% 21%

19%

22% 36%

In this research it is found that the customers have very less complaints regarding IFB (2%), but others Videocon (36%), Samsung (22%), Onida (21%), LG (19%), so we can say that the existing customers of IFB FLT are too much satisfied, because they are facing too less problem after purchase.

Findings:While doing our survey for FLW we came across few facts: There are only few dealers who keep FLW ,as in this area mostly people for semiautomatic washing machines, but still FLW has a market because of the affluent classes. Videocon again has suffered as because of its poor after sales service and more complaints. In Amravati the Dealer Price is not varies so much Only few Dealers who keep IFBs front loading washing machine due to because of the price of the product and preferences of the customers.

37

Potential of Microwave Oven in the Indian Market

Graph and analysis - Sample size=160 Users/non users of MWO

Users/non users
Yes No

51%

49%

In sample size of 160 there are 82 respondents (51%) are current users of MWO rest 78(49%) are non users. Brand using currently Brand LG IFB Kenstar Onida Videocon Any other No.of respondents 22 10 16 14 4 16 Percentage 27% 12% 19% 17% 6% 19%

Brand using
LG IFB Kenstar Onida Videocon Any other

6% 17%

19%

27%

19%

12%

In the sample size of 160 there are 82 current users of MWO in which most using brand is LG(27%) followed by Kenstar(19%),Onida(17%),IFB(12%),Videocon(6%) and remaining brands have 19% users.

38

Most preferred type of MWO MWO type Convection Grill Solo No. of respondents 77 51 32 Percentage 48% 32% 20%

Type of MWO
Convection 20% 48% 32% Grill Solo

In this research its found that the most of the customers are preferred to Convection MWO (48%), while 32% are for Grill MWO and remaining 20% are for Solo MWO.

Desired attributes considered while purchasing MWO Desired attributes Brand Price Performance Quality Aesthetics No of respondents 56 32 24 32 16 Percentage 35% 20% 15% 20% 10%

Aesthetics, 16% Brand, 35% Quality, 20%

Price, 20% Performance, 15%

In this research it is found that customers will first consider Brand name before buying a MWO (40%), followed by performance (20%), aesthetics (16%), price (14%) and quality (10%).

39

Brand preference while buying MWO in future Brand LG Samsung Onida Videocon IFB Kenstar No. of respondents 34 38 21 14 24 29 Percentage 21% 24% 13% 9% 15% 18%

Brands preference
Kenstar 18% LG 21% IFB 15% Onida 13% Videocon 9% Samsung 24%

From the above pie-chart we can clearly see that from the customers point of view Samsung (24%) is preferred more over other brands like LG (21%), Kenstar (18%), IFB (15%), Onida (13%) and Videocon (9%)

Findings:From our survey we came to know that most of the customers prefer Samsung and LG for buying a MWO in the future but it is also found that current users of LG, Kenstar and Onida have high potential as they have created a good brand image in the minds of customers through sales promotion offers, advertisements. IFB have also good market potential currently 15% and it will be also increased in future because of the customers are preferring for IFB.

40

Dealer Survey

Comparison between various brands of MWO vis--vis IFB Sample size=40

Brands available at various stores Brands available LG Samsung IFB Kenstar Godrej Onida Videocon Others No of Dealer 10 8 5 8 2 2 2 3 Percentage 24% 19% 13% 20% 6% 5% 5% 8%

Available brands
Available brands

10

8 5

8 2 2 2 3

From the above column graph we can see that out of the sample size of 40 dealers 10 of them have MWO of band LG, 8 dealers have Samsung, 8 Dealers have Kenstar, 5 Dealers have IFB, (Godrej, Onida and Videocon) each available at 2-2 dealers . So we can say that maximum dealers have the brand LG at their stores.

41

Maximum Sales of certain brands in various outlets of Amravati and Badnera Sales LG Samsung IFB Videocon Onida Kenstar Electrolux Whirlpool Godrej No of Dealers 9 7 5 3 4 6 1 3 2 Percentage 23% 17% 12% 7.5% 10% 15% 3% 7.5% 5%

WHIRLPOOL, 3 ELECTROLUX, 1

GODREJ, 2 LG, 9

KENSTAR, 6 SAMSUNG, 7 ONIDA, 4 IFB, 5

VIDEOCON, 3

From this pie-chart we can interpret that 9 stores out of 40 stores has maximum sale of LG MWO at their store, followed by Samsung(7), IFB(5), Kenstar(6), Onida(4), Videocon(3), Whirlpool(3), Electrolux(1), Godrej(2).

42

Demand of MWO Brands Brands LG Samsung Onida Videocon IFB Kenstar No. of dealers 15 10 3 4 5 3 Percentage 39% 25% 7% 9% 12% 8%

Demand
LG Samsung Onida 8% 12% 9% 7% 25% Videocon IFB Kenstar

39%

From the above pie-chart we can clearly get in this research that the brand LG(39%) has the maximum customer demand in Amravati and Badnera, followed by Samsung(25%), IFB(12%), Videocon(9%), Kenstar(8%), and Onida(7%). Maximum margin in brands Max Margin LG Samsung IFB Onida Kenstar Videocon No of Dealers 10 8 5 6 5 6 Percentage 25% 20% 13% 15% 13% 17%

Videocon, 17% Kenstar, 13% LG, 25%

Onida, 15% IFB, 13%

Samsung, 20%

From this pie-chart we can interpret that LG (25%) gives maximum margin to the dealers, followed by Samsung (20%), Videocon (17%), Onida (15%), IFB (13%) and Kenstar (13%).

43

After sales service After Sales & Service LG Samsung IFB Onida Kenstar Videocon No of Dealers 11 9 8 4 4 4 Percentage 27% 23% 20% 10% 10% 10%

After sales service

LG Samsung IFB Onida Kenstar 27% Videocon 10% 10% 10% 20% 23%

From This graph we can interpret that according to the dealers LG (27%) is having the best after sales service, followed by Samsung(23%), IFB(20%), ONIDA(10%), Kenstar(10%) and Videocon(10%). Complaints after sale for different brands Brands LG Samsung Onida Videocon IFB Kenstar No. of response 11 9 7 6 1 6 Percentage 27% 22% 18% 16% 2% 15%

Complaints
LG Samsung Onida Videocon IFB Kenstar

15% 27% 2% 16% 18% 22%

In this research according to the dealers the complaint they get after sale, maximum for LG(27%), followed by Samsung (22%), Onida(18%), Videocon(16%), Kenstar(15%), IFB(2%).

44

Promotional offers Promotional Offers LG Samsung IFB Videocon Kenstar Whirlpool Onida Godrej No of Dealers 8 7 3 8 4 4 4 2 Percentage 20% 17% 8% 20% 10% 10% 10% 5%

Promotional offers
LG Samsung Onida Videocon IFB Kenstar Whirlpool Godrej

10% 10% 8% 20%

5%

20%

17% 10%

So from this pie-chart we can clearly observe that LG and Videocon(20%) gives maximum promotional offers followed by Samsung(17%), Onida(10%), Kenstar(10%), Whirlpool(10%), IFB(8%) and Godrej(5%).

45

Satisfaction of dealers with pricing strategy of IFB MWO Satisfied Yes No No. of dealers 4 1 Percentage 80% 20%

Satisfaction
No 20%

Yes 80%

Out of 40 sample size 5 Dealers have IFB brand of MWO at their store. .So according to them 4 dealers said that they are happy with the pricing strategy of IFB MWO and 1 is not satisfied.

Findings:- While doing our survey we came across certain facts. They are the following: Videocon gives good promotional offers, yet the dealers complained about its after sales service, as customers were not satisfied with it. Apart from LG there are very few dealers who deal in other brands Few dealers in Amravati mentioned that names of brands that are easy to say like LG, Godrej have maximum customer demand. In this research its also found that IFB have so less @% complaints after sales so the dealers are happy so sell it. As well as they most are satisfied with the pricing strategy of IFB.

46

Scope of Domestic Dishwasher

Consumer survey
Sample size=160 Awareness about the product Domestic Dishwasher Awareness Yes No No. of respondents 34 126 Percentage 21% 79%

Awareness
21% 79% Yes No

Out of 160 people only 34 were aware about the product dishwasher and the rest 126 were not fully aware about it. The persons who were aware had an average monthly income of Rs.30000 and above. They were mainly belonging to higher affluent group who have a luxurious life style. They were mainly working personnels, professionals, businessmen etc. Need of the Dishwasher Need of Dishwasher Yes No Cant not say No of Person 58 83 19 Percentage 36% 52% 12%

Can't say 12%

Need
Yes 36%

No 52%

Out of 160 customers 58 gave positive response that a dishwasher will reduce human effort, save time, reduce cost and it would be hygienic. And the rest wanted to do their work manually.

47

Barrier/ factors affecting while purchase Dishwasher Barrier Cost of Machine Electricity & Maintenance Hardness of Water Awareness Convenience No of Person 61 32 11 46 10 Percentage 38% 20% 7% 29% 6%

Convenience 6% Awareness 29%

Barrier
Cost of the machine 38%

Hardness of water 7%

Electricity & maintenance cost 20%

From this Pie chart we can clearly observe that 38% of the respondents were concerned about the cost of the machine which starts from Rs.25000 of any brand, 29% were not fully aware about the product, 20% were concerned about high electricity and maintenance cost, 7% were concerned about the hardness of water and rest 6% felt that it more convenient to use manpower instead of a machine. So the above are barriers which kept the customers from buying a dishwasher. Users of Dishwasher Using Yes No No of respondents 13 147 Percentage 8% 92%

User, 8%

Non user, 92%

From above chart it is interpret that in the sample size of 160 there is only 13 (8%) users of Dishwasher and rest are non users.

48

Dimensions which considered while purchase Dimension Safety Durability Cleanliness Convenience After sales service No of Person 15 13 86 21 25 Percentage 9% 8% 54% 13% 16%

100 80 60 40 20 0

86 15 13 21 25

Dimensions

As per the graph most of the respondents preferred cleanliness i.e.86 out of 160 ,then after sales service i.e.25 ,Convenience i.e.21,safety i.e.15 and finally durability i.e.13.These are the dimensions which the customer has in his/her mind while or before buying a dishwasher. Customer preference of brand for purchase in future Customer Preference LG Haier IFB Others No of Person 30 21 96 13 Percentage 19% 13% 60% 8%

Brand preference
80% 60% 40% 20% 0% Brand preference LG 19% Haier 13% IFB 60% Any other 8%

Out of 160 respondents 60% have shown interest in purchasing dishwasher of IFB, 19% of LG, 13% of Haier and rest 8% of other brands.

49

Findings:After this survey it is found out few facts from the respondents that: Due to the less awareness the machine is not in use, there is less users of Dishwasher. Most of the customers not willing to install this machine which will consume electricity resulting in high electricity bill. As the price of the machine starts from Rs.25000,so it not under the budget of most of the customers Few of them also said that after installing they have to spend extra money on its running and maintenance.

50

SWOT Analysis of IFB Home appliances

Strength

Weakness

Good product quality Durability/performance Good after sales service Brand Equity Premium products

Less brand awareness Less number of dealers so eventually less availability of IFBs products Relatively higher price

Opportunities

Threats

Scope in FLT as well as in Dishwasher segment Trust by valued and existing customers Growth in income so the preferences will change

Competitors low pricing strategy in the same segment Aggressive and effective promotional marketing initiatives used by competitors like TV ads, hoardings etc Preference of customers and dealers of other brands like LG,SAMSUNG etc. over IFB Low labour which provides as a substitute for the IFB products like dishwasher and washing machine etc

51

FINDINGS
From the research study and responses following are concluding points: Most of the customers have gone for purchasing a fully automatic washing machine with their brand name as well as after sales service also considered in preference of that brand over other brands in Nagpur. The after sales service of the brand IFB is good and the most of the customers are satisfied with IFB products. There are less complaints of IFB products due to which customers are very satisfied. IFB is perceived as a Premium brand by the customers as well as the dealers, because the existing customers have more than income of 30,000 Rs. Per month, IFBs FLT has the minimum complaints in the market of FLT segment (2%) as compared to Videocon (36%) . In Nagpur territory LG is the most preferred brand by the customers as well as the dealers In Nagpur territory LG has the highest sale of its products and provides best after sales service among all brands available in Nagpur. IFB have good market potential in different products currently are 20%(FLT WM), 15%(MWO), 60%(DW) and it will be also increased in future because of the customers are preferring for IFB. Handful of dealers of IFB(availability of IFBS products at various places) is one of the major reason for the lack of sale of IFBs products in Nagpur territory Dealers of IFB products are quite satisfied with his pricing strategy of Microwave Oven of IFB. In Nagpur most of the potential customers of the product Dish Washer are reluctant to use or buy the product due to lack of need or various barriers like cost , cheap labour etc. The dealer prices of washing machine, microwave oven of all the brands were not uniform and varied widely from place to place.

52

LIMITATIONS
There were certain limitations that we had to face while doing this project. They are as follows: Survey was confined within Nagpur territory only so the outcomes and conclusions are not applicable for the entire state or country

The sample size was limited to 40 Dealers,160 general customer, so sampling error might occur or may not be accurate

Many customers and dealers did not entertain it and did not want to disclose their internal information. e.g. Hotel Rajdhani, Hotel Ramgiri, Eagle restaurant etc.

Busy Schedule of the Managers of hotels, restaurants and dealers ,made wait for the appointment dates and hence it delayed the completion of our project

I had limited time for doing the survey ,preparing the reports and completing the project

In this research only Washing machine, Microwave oven and Dishwasher were considered

There are chances of biasness from the part of dealers and customers towards certain brands so the ultimate result /conclusion may not be accurate.

53

SUGGESTIONS
The various suggestions that we would like to give are as follows: The brand promotional techniques like canopies, activities, free service camps, stage shows etc. should be done more regularly to improve brand awareness .

With the BTL, Above the line (ATL) activity also should be done to increase the awareness as well as to retain the maximum customers.

Form new dealers to increase availability of IFB products at various places in Nagpur.

Brand promotional initiatives like personal relation, direct contact with customers using distribution channel should be done.

Improve the ambience and POP in the stores having IFBS product so that the customers mind can captured and sales can be promoted.

54

BIBLIOGRAPHY AND REFERENCES

Beri G.C.-Marketing research (3rd Edition, TMH) Kothari C.R.- Research methodology (2nd Edition, New Age international Publishers) Magazine- 4 Ps of businesss & Marketing, July 2011 Company Leaflets and Broucheres

www.ifbindustries.com www.ifbappliances.com http://www.corporateinformation.com/Report-Information.aspx http://www.naukrihub.com/india/consumer-durables/overview http://en.wikipedia.org/wiki/LG_Corp http://en.wikipedia.org/wiki/Samsung_Electronics

55

APPENDIX
MWO-MICROWAVE OVEN FLT-FRONT LOADING WASHING MACHINE DW- DISHWASHER

QUESTIONNAIRE
TO IDENTIFY THE POTENTIAL OF FRONT LOADER WASHING MACHINE
CONSUMER SURVEY

Dear customer,
As the management trainee of IFB Home Appliances, I want your opinion regarding our product to serve you better. Please dont be biased during answering following questions. Name -. Age: (1) below 25 (2) 25 35 (2) Female (2) (10,000 20,000) (4) more than 30,000 (3) 35- 45 (4) more than 45

Gender: (1) Male Income: (1) below 10,000

(3) (20,000 30,000)

Profession- 1.Which type of WM you use? (1) Semi automatic (3) Front Loading (2) Top loading (4) Not Applicable

2. Is your washing machine provides enough features in respect of price of product (Cost vs Benefit)? (1) Yes (2) No (3) Cant say 3.Would you like to change your Top loading washing machine to fully automatic Front loading washing machine? If YES, so please mention here which company will you prefer.

56

4. Rank the following attributes according your preferences by which Front loading WM is/will be better than current WM (1) Long Durability ( ) (5) Dirt/Germ free ( ) (2) Fully Automatic ( ) (4) Detergent Saving ( ) (3) Water Saving ( ) (6) Clean Washing ( ) (7) Power saving ( ) 5. Which brand would you prefer if you supposed to buy front loading washing machine. (1) IFB (4) Onida (2) Samsung (3) LG (5) any other specify.

6. Why do you like to choose this company? (1) you see ads in TV (2) You hear lot about it (3) You see it in news paper/magazine (4) others.. 7. What mode of purchasing would you like to adopt to buy new Washing Machine (1) Retailer (2) Online (3) Brand Outlet (4) Others (plz specify) 8. How much do you feel Front loading washing machine can fulfill your lifestyle, social, cultural and psychological need? (1) None (2) 20% - 30% (3) 50% - 60% (4) 80% - 100% 9.According to you in which company you will get multiple ranges in washing machine (1) IFB (2) Godrej (3) LG (4) Videocon (5) Onida (6) Samsung

57

TO IDENTIFY BUYING PATTERN OF FULLY AUTOMATIC WASHING MACHINE

CONSUMER SURVEY Dear Customer, As the management student of Sinhgad Business School, Pune. I want your opinion regarding your product to serve you better. Please dont be biased during answering following questions. Name. Location-... Age() Gender Income(1) 18-28 ( ) (1) Male ( ) 15000-25000( ) (2) 29-39 ( ) (2) Female ( ) 25000-35000( ) Above 35000( ) (3) 40-50 ( ) (4) Above 50

1) Which brand do you choose while buying fully automatic washing machine? (1) Samsung ( ) (2) Onida ( ) (3) IFB ( ) (4) LG ( ) (5) any other please specify.. 2) While purchasing washing machine what you prefer most? Quality ( ) Price ( ) Brand ( ) Aesthetics ( ) Any other please specify 3) Which brand (washing machine) do you use? LG ( ) IFB ( ) Samsung ( ) Onida ( ) Any other

4) How much you are satisfied with your washing machine? Satisfied ( ) very much satisfied ( ) Dissatisfied ( ) some what satisfied ( ) Yes ( ) No ( )

5) Are you aware about washing machine of IFB?

58

6) Rank the following brands according to your preference? Price LG IFB Videocon Onida Samsung 7) Do you recommend your washing machine brand to other? Yes ( ) No ( ) at some extent ( ) Quality Features Brand Aesthetics

8) How you take purchase decision while purchasing washing machine? Own decision ( ) through advertisement ( ) Peer group suggestion ( ) Brand awareness ( ) Brand Loyal ( )

9) Have you ever feel gap between your expectations and perceive performance? Yes ( ) No ( ) If yes please specify

10) How much you feel your washing machine affect your psychological, Social and cultural Need? Very much affected ( ) Some what affected ( ) Not affected ( )

11) Do you wait for sales promotional offer for buying washing machine? Yes ( ) No ( )

12) To what extent warranty period and other additional services affect your purchase decision? Very much ( ) at some extent ( ) Not affect ( )

13) Any Suggestion you want to give to Washing Machine Company? Please mention in brief

59

TO IDENTIFY COMPETITORS RANGE/PRICE/FEATURES FLT VIS A VIS IFB

Dealer Survey Dear Dealer, As the management student of Sinhgad Business School, Pune I want your opinion regarding the product to serve you better. Please dont be biased during answering following questions. Name: . Gender: Male .. Female . Age: (1) below 25 (2) 25 35 (3) 35- 45 (4) more than 45

Q1. Which brands of Front Loading Washing Machine you sale in your shop? LG ( ) Samsung ( ) Onida ( ) Videocon ( ) IFB ( ) Q2. Which brands has maximum sales in your shop? LG ( ) Samsung ( ) Onida ( ) Videocon ( )

IFB ( )

Q3 Which type of Front Loading Washing Machine has maximum demand in your area & Why? Fully Automatic ( ) Semi Automatic ( ) Q4 In which brand do you get maximum margin? Please arrange in descending order. LG ( ) Samsung ( ) Onida ( ) Videocon ( ) IFB ( ) Q5. Which brand has maximum demand in this area? Please arrange in descending order. LG ( ) Samsung ( ) Videocon ( ) IFB ( ) Onida( ) Q6. Which company is providing best after sales service ? LG ( ) Samsung ( ) Onida ( ) Videocon ( ) IFB ( ) Q7. Which brand gives best sales promotion offers? LG ( ) Samsung ( ) Onida ( ) Videocon ( )

IFB ( )

60

Q8. Which brand is best in terms of service ability? LG ( ) Samsung ( ) Onida ( ) Videocon ( ) IFB ( )

Q9. Do you have authentication/certification of sales after service facility of any company? Yes ( ) No( ) If yes please specify .

Q10. Do you give personal assurance for any brand while selling Front Loading Washing Machines? Yes ( ) No( ) If yes please specify..

Please fill this table for Front Loading Fully Automatic Washing Machines of different companies for comparative study. LG Price Capacity 5 kg 5.5 kg 6 kg 7 kg Videocon Samsung IFB Onida

61

TO IDENTIFY POTENTIAL OF MICROWAVE OVEN IN INDIAN MARKET

CONSUMER SURVEY Dear customer, As the management trainee of IFB Company, I want your opinion regarding our product to serve you better. Please dont be biased during answering following questions. NAME AGE. GENDER . OCCUPATION Q1. Are you aware of Microwave oven? Yes ( ) No ( ) Q2. Do you have microwave oven? Yes ( ) No ( ) Q(2a).IF yes, Which companys Microwave oven do you have? LG ( ) Onida ( ) Videocon ( ) Samsung ( ) IFB ( ) Others (please specify) .. I. How frequently do you use microwave oven? Once in a day ( ) twice in a day ( ) more than twice ( ) II. Are you satisfied with your Microwave oven? Very satisfied ( ) Satisfied ( ) Neutral ( ) Unsatisfied ( ) Very unsatisfied () III. Would you recommend yours brand of Microwave oven to others? Definitely ( ) Probably ( ) Might or might not ( ) probably not ( ) Definitely not ( )

62

Q (2b). IF No, I. What you think is major obstacle to buy MWO? Less awareness ( ) Price ( ) Features ( ) Others(specify). . II. Then rank the following companys you feel best for Micro wave oven?. LG ( ) Onida ( ) Videocon ( ) Samsung ( ) IFB ( ) III. Which microwave oven will you Prefer most ? Convection ( ) Grill ( ) Solo ( ) Q3.From where do you get information about the consumer durables like MWO ? Magazine ( ) News Paper ( ) TV ( )

Neighbor/Colleague/Friends/Relatives ( ) Q4. What mode of purchasing you adopt to buy Consumer durables? Dealer ( ) Online ( ) Tele shopping ( )

Others (please specify) Q5. Do you feel that Microwave oven can fulfill your lifestyle, social, cultural and psychological needs? None ( ) 20% - 30% ( ) 50% - 60% ( ) 80% - 100% ( )

Q6. Which attributes do you look during purchasing consumer durables? Quality ( ) Performance ( ) Price ( ) Brand ( ) Aesthetic ( )

Q7. Do you like to buy IFB Micro wave oven? Yes ( ) No ( )

Q8 Does the price range of IFB Microwave oven affect your buying decision? Yes ( ) No ( )

63

TO IDENTIFY COMPETITORS RANGE/PRICE/FEATURES OF MICROWAVE OVEN vis--vis IFB

DEALER SURVEY Dear Dealer, As the management student of Sinhgad Business School, Pune I want your opinion regarding the product to serve you better. Please dont be biased during answering following questions. NAME-.. AGE-. GENDER-. LOCATION - Q1. Which brands of Microwave oven you sell in your shop? LG ( ) Samsung ( ) Onida ( ) Videocon ( ) IFB ( )

Q2. Which brands has maximum sales in your shop? LG ( ) Samsung ( ) Onida ( ) Videocon ( ) IFB ( )

Q3 Which type of microwave oven has maximum demand in your area & Why? Convection ( ) Grill ( ) Solo ( )

Q4 In which brand do you get maximum margin? Please arrange in descending order. LG ( ) Samsung ( ) Onida ( ) Videocon ( ) IFB ( )

Q5. Which brand has maximum demand in this area? Please arrange in descending order. LG ( ) Samsung ( ) Onida ( ) Videocon ( ) IFB ( )

Q6. Which company is providing best after sales service ? LG ( ) Samsung ( ) Onida ( ) Videocon ( ) IFB ( )

64

Q7. Which brand gives best sales promotion offers? LG ( ) Samsung ( ) Onida ( ) Videocon ( ) IFB ( )

Q8 Please specify the prices as per capacities of following brands? Capacity Videocon 17 20 22 23 25 28 30 38 Q9 How much complain you got for each brand after sale? LG ( ) Samsung ( ) Onida ( ) Videocon ( ) LG Samsung Onida IFB

IFB ( )

Q10 Do you have authentication/certification of sales after service facility of any company? Yes ( ) No( ) If yes please specify . Q11 Do you give personal assurance for any brand while selling Microwave oven? Yes ( ) No( ) If yes please specify.. Q12. Do you sell IFB Microwave oven? Yes ( ) No( ) If yes IFB sales performance during last year. Increasing ( ) Decreasing ( ) Constant ( ) Q13. Are you satisfied with pricing strategy of IFB? Yes ( ) No ( )

65

MARKET SURVEY
I am students of SINHGAD BUSINESS SCHOOL, Pune, Maharashtra, pursuing my MMM and conducting a market survey on Scope and Potential of Domestic Dishwasher of IFB APPLIANCES in the market of NAGPUR. So I would require your kind co-operation and suggestions. Facts, information and suggestions provided by you will be very helpful for us in conducting the research and completing our project. The details provided by you will only be used by us for our research purpose only and the details will not be disclosed to anyone else. Your Name:-.. Location:-. Contact DetailsPhone/Mobile noE-mail id1) Your age? (a) 20-30years 2) Gender (a) Male (b) 31-40years (c) 40years and above

(b) Female

3) Your income (in rupees)? (a) 0-15000 (b) 15001-30000 4) Are you aware of the product dishwasher? (a) Yes (b) No

(c) 30000 and above

5) From where did you get information about Dishwasher? (a) Magazine (b) Newspaper (c) Television (d) Other Please specify __________________________________ 6) Do you use Dish Washer? (a) Yes (b) No

66

7) If yes then of which brand? Answer:(i) Are you satisfied with the existing product? (a) Very satisfied (b) somewhat satisfied (ii) How often do you wash your dishes on daily basis? Answer:(iii) If no then what is the barrier that is keeping you away from buying a dishwasher? Answer:8) A dish washer machine reduces human effort and saves time, it is hygienic and cost effective so wouldnt it be more convenient for you to get a dish/glass washer installed at your place? (a) Yes (b) No (c) Cant say 9) On what dimensions would you like to use a dish washer? (a) Safety (b) Durability (c) Cleanliness (d) Convenience (e) After sales service 10) How much do you feel Dish washer compliments your lifestyle, social, cultural and psychological need? (a) 100-75% (b) 75-50% (c) 50-25% (d) 25-0% 11) If you wish to purchase a dish washer then which company will you like most? (a) Haier (b) Whirlpool (c) IFB (d) any other brand please specify.. 12) What is your opinion about the dishwasher of IFB? Answer:13)Any suggestions please.. .

(c) not satisfied

67