26240703 Study of Consumer Bvior of Sanitary Ware Appliances Final Presentation

8/8/2019 26240703 Study of Consumer Bvior of Sanitary Ware Appliances Final Presentation

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Internship Objectives13

To understand the consumers buying behavior of luxury sanitary products. To prepare a database of potential customers of Grohe products.

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Agenda14

Industry overview Grohe-brief introduction Internship Objectives

Research ProposalObservations Swot Analysis Recommendations Limitations02/01/10


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Research Proposal15

Sub-Objectives 1. Choice of Appliances is independent of Brand image of product.2. Aesthetics of product is given priority over other attributes of kitchen & b

athroom appliances. 3. Bathrooms are considered important portion of house by the population. 4. People are ready to pay more than 150,000/- INR for new bathroom / kitchen appliances. 5. People always consider new brands for renovation. 6.Brand image of appliance is closely co-related with advertisements effectiveness.

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Research Proposal16

Research methodology Exploratory research method Method of Sampling Convenient sampling Individual Interviews Sample size Builders/Architect = 96 End consumer =

48

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Agenda17

Industry overview Grohe-brief introduction Internship Objectives Research Proposal

ObservationsSwot Analysis Recommendations Limitations02/01/10


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Observations and Findings18

Brand awarenessGrohe is week in brand

awareness. Jaquar,Hindware & Parrys enjoy highest brand awareness.

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Source of info.

Hoardings are major source of information for the consumers other than T.V. & Newspapers

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Willingness to spend

Majority of respondents are not ready to pay 50,000/-150,000 /- in order to gettheir dreamy bathrooms.

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Hypotheses Testing Hypothesis : 1 Choice of Appliances is independent of different brands available in the market. Hypothesis2. Aesthetics of product is given priority over other attributes of kitchen & Bathroom appliances. Hypothesis 3: Bathrooms are considered important portion of house by the population. Hypothesis4: People are ready to pay more than 150,000/INR for new bathroom / kitchen appliances.

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Hypothesis results Hypothesis 1:- Calculated value is coming inside the limits of acceptance region so null hypothesis is not rejected. Thus the brand image isaffecting a consumers choice and an important step in product selection. Hypothesis 2:- Zcal value for Ease of use & Aesthetic taking as two variables is deep into rejection region, we have enough evidence to reject the null hypothesis that aesthetic is always given priority over other features of the bathroom appliances. We can also conclude that we do not have adequate information to give prioritiseto attributes.

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Hypothesis results Hypothesis 3:- Since the Z tab > Zcal ,null hypothesis is rejected & We can clearly predict bathrooms are not just a portion of a house. Hypothesis 4:- Since Z cal < Ztab , hence we can conclude that null hypothesis is rejected and hence we can accept the hypothesis that is or the Target consumer ready to pay large sum of moneyfor a new bathroom/kitchen (Master Bathroom)

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Swot Analysis26

Worldwide market leader in premium bathroom fittings. Presence throughout 130 countries. Strong financials with a turnover of Euro 1010 million. The brand is synonymous to innovation and reliability. Superior design that are environment friendly.

STRENGTH:

WEAKNESS:

Weak distribution network in India. Lack of manufacturing plant in India which further ups the already high price of the products. Lax marketing efforts in a new market like India where huge marketing efforts are to be put in to vie for consumers attention. Immensely high priced products for a price sensitive market like India.

OPPORTUNITIES:

Booming construction and infrastructure development Foreign players like Hans-Grohe have tied up with in South Asian and other developing countries. domestic giants like Jaquar to make use of their Higher disposable income with the Indian consumer distribution channel. as compared to earlier era when austerity was the prime Price sensitivity of developing economies can cause virtue as against ostentatiousness of present times. the plans and forecasts of a company to go haywire. Can introduce some lower cost variants to tap the Aggressive marketing by local players like Jaquar middle income group market in India. which has a superior reach

throughout India

THREATS:

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Agenda27

Industry overview Grohe-brief introduction Internship Objectives Research Proposal Observations

RecommendationsLimitations

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Recommendations28

1. 2. 3.

4.

Brand Awareness is desired to be improved among the consumers A part payment plan for the Grohe customers is to be introduced The delivery of high technology quality product with lesser glitches is to be assured. An after sales service force is considered necessary to be developed. Search engine marketing of Grohe website is rudimentary. Grohe cube virtual bathroom web tool need to be improvised.Implementation of major SCM software.

5. 6. 7.

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Agenda29

Industry overview Grohe-brief introduction Internship Objectives Research Proposal Observations Recommendations

Limitations02/01/10


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Limitations30

The analysis of potential products is limited . Considerable differences and inherited feature in consumer tastes, fashions and preferences . Communication. Biased views. Wastage of time. Low sample size might not be implemented in other cities.02/01/10


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ReferenceBooks 1. William C. Zikmund - Business Research Methods 2. Kent Black Business statistics for contemporary decision making 3. Malhotra, Dash Marketing Research4. Phillip Kotler, Kevin Keller Marketing Management (13-edition) 5. Grohe Product Manual given by the company guide Websites www.grohe.co.in www.Tagcrowd.co.in

www.ictas.org www.adwords.google.co.in

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26240703 Study of Consumer Bvior of Sanitary Ware Appliances Final Presentation

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