SUMMER TRAINING PROJECTTitle: Brand preferences and attitude of

consumers towards Godrej Home Appliances

Under Guidance of: Presented by:

Ms Shilpa Jain Gurnoor Gandhi

(Faculty- PCTE) MBA 2A

COMPANY INTRODUCTION

Started in 1897 as a locks manufacturing company, the Godrej Group is today one of the most accomplished and diversified business houses in India.

Godrej's success has been driven by the company's commitment to delivering innovation and excellence.

In 1930, Godrej became the first company in the world to develop the technology to manufacture soap with vegetable oils; that spirit of innovation has continued throughout the organization's history.

Today Godrej is a leading manufacturer of goods and provider of services in a multitude of categories: home appliances, consumer durables, consumer products, industrial products, and agri products to name a few

The group has more recently entered the real estate and information technology sectors, and management views these as avenues for enormous growth.

With annual sales in excess of $1 billion, a workforce of approximately 18,000, and a strong diversified portfolio, Godrej has proven its ability to deliver strong financial performance.

GODREJ GROUP

Godrej and Boyce Manufacturing Co. Ltd

APPLIANCES (ISO 9001/14001)   “INTERIO” FURNITURE (ISO 9001/14001; OHSAS

18001)   LOCKS (ISO 9001/14001; OHSAS 18001)  SECURITY SOLUTIONS (ISO 9001/14001;

OHSAS18001)  “PRIMA” VENDING AND AUDIO-VISUAL

SOLUTIONS (ISO 9001)   

 

STORAGE SOLUTIONS (ISO 9001)  MATERIAL HANDLING (ISO 9001/14001;

OHSAS 18001)

INDUSTRIAL PRODUCTS (ISO 9001/14001)

PROCESS EQUIPMENT (ISO 9001/14001; OHSAS 18001; ASME ‘U’, ‘U2’,‘U3’, ‘S’; NBBI ‘R’; AD Merkblatt ‘HP0’; Chinese ‘SELO’)

 

ELECTRICALS AND ELECTRONICS (ISO 9001/14001, OHSAS 18001)

“LAWKIM” ELECTRIC MOTORS (ISO 9001/14001/17025, CMRI, UL)

CONSTRUCTION AND REAL ESTATE (ISO 9001/14001; OHSAS 18001)

PRODUCTS OF THE APPLIANCE DIVISIONRefrigerators Direct cool Cold Gold Deluxe Pantacool V2 Pantacool Axis No.1 GDC 110 Edge Frost free EON Pantacool 

Air conditioners Split AC Mirror star series Silver line series Pearl series Ivory series Window AC Navigator series Maxi miser series

 

Washing machines Fully automatic Semi automatic

Microwave ovens Steam Convection Grill/combination Solo 

  

SWOT Analysis

STRENGTH Brand image Long-term customer relationship Experience Major market player in wardrobes

WEAKNESS Low motivational techniques for

employees Less promotional activities Less awareness about Godrej

appliances Weak distribution channel for

appliances Weak branding Inappropriate variants of product

OPPORTUNITIES Growing economy of India Untapped International market

THREAT Competitors grab on the market Competitors expansion in the market

at a faster pace

TREND OF TURNOVER

RESEARCH METHODOLOGY

NEED OF STUDY Godrej appliances- Greatly affected

by the market players- LG,Samsung etc.

Deterioting Market position Dealership network considered as

one of the most important factors The study aims to provide the

management with some knowledge about its position , both in terms of sales and customer awareness

TITLE

Brand preferences and attitude of consumers towards Godrej Home Appliances

OBJECTIVES UNDER STUDY To understand the outlook of

consumers towards Godrej appliances.

To analyze customers perception in terms of overall product experience.

To study the reasons behind the preference for a particular brand.

Sources of Data – Primary and Secondary

Research design – Descriptive Research instrument – Schedules Population –All home appliance users in

Chandigarh Sampling unit – Any home appliance

user in Chandigarh Sampling size – 100 Sampling technique – Non probability

convenience sampling

LIMITATIONS OF STUDY The scope of the research was wide

enough but the research was limited to Ludhiana only.

Not all the dealers could be contacted due to the lack of time.

Dealers did not answer the queries properly due to lack of time and interest.

Data Interpretation and Analysis

4.1: SHOWING GODREJ HOME APPLIANCE USAGE BY CUSTOMERS

Figure 4.1

4.2: SHOWING HOME APPLIANCE OF GODREJ BEING USED.

Figure 4.2

4.3: SHOWING MEDIUM OF AWARENESS ABOUT GODREJ HOME APPLIANCES

Figure 4.3

4.4:SHOWING DURATION OF EXPERIENCE WITH GODREJ.

Figure 4.4

4.5 SHOWING MOST ATTRACTIVE ATTRIBUTE CONSIDERED BEFORE PURCHASE OF GODREJ HOME APPLIANCE

Figure 4.5

4.6 SHOWING PERFORMANCE OF GODREJ HOME APPLIANCE

Figure 4.6

4.7SHOWING FUTURE BUYING PROSPECTS OF GODREJ HOME APPLIANCE

Figure 4.7

4.8 SHOWING RECOMMENDATION OF GODREJ HOME APPLIANCES TO OTHERS

Figure 4.8

4.9 SHOWING NUMBER OF DIFFERENT COMPANIES APPLIANCES

Figure 4.9(a)

Figure 4.9(b)

Figure 4.9(c)

Figure 4.9(d)

Figure 4.9(e)

4.10(A) SHOWING ATTRIBUTES OF SAMSUNG

Fig. 4.10(a)

4.10(B) SHOWING ATTRIBUTES OF LG

Fig 4.10(b)

4.10(C) SHOWING ATTRIBUTES OF IFB

Figure 4.10(c)

4.10(D) SHOWING ATTRIBUTES OF VOLTAS

Figure 4.10(d)

4.11SHOWING GODREJ PRODUCT DISPLAY AT THE TIME OF PURCHASE.

Figure 4.11

4.12 SHOWING AWARENESS OF PRODUCTS OF GODREJ

Fig 4.12

4.13 SHOWING PROSPECTS OF BUYING GODREJ PRODUCTS IN FUTURE  

Fig. 4.13

CONCLUSION For dealers, customer choice is the

most important factor which they consider while dealing with a particular appliance brand.

Consumers have a preference/loyalty towards particular brand of consumer durables and are not ready to buy any other brand so easily.

Dealer relationship is one of the most considerations followed by the After Sales Services and Variety provided by the brand also play a crucial role.

Samsung ,currently , is the most preferred brand in appliances as per our survey.

Godrej though provides good services but it is not it is not in line with its competitors

SUGGESTIONS As compared to competitors, Godrej

appliances have a low brand image , so it should make efforts to popularize its brand name in market. This means creating more brand awareness amongst consumers which can be done through promotions.

Since the customer demand is very low for Godrej , it mainly needs to improve on its promotional tools in both volume and frequency.

It should offer large variety in its appliances.

CONTD… Godrej must focus on increasing its

marketing expenditure and bring more personal approach in their communication.

Company should increase its dealer network in order to enhance the availability of product in market.It should also offer attractive schemes to the present dealers in order to retain them.

CONTD… Company can offer lucrative deals to

the dealers eg. slab discounts, etc. so that more dealers are attracted to buy Godrej product and hence dealership network of Godrej can be enlarged. Also this will increase the availability of product in market., By offering good deals to dealers, Godrej can also increase its sales because dealers will encourage volume sales of Godrej to earn more profits for themselves.