CONSUMER BEHAVIOR TOWARDS WHIRLPOOL OF INDIA LTD (REF. CATEGORY)

CONSUMER BEHAVIOR TOWARDS WHIRLPOOL OF INDIA LTD (REF. CATEGORY)

Submitted by Golam Ahamed Rosul

Submitted by Golam Ahamed Rosul

INTRODUCTION

INTRODUCTION OF HOME APPLIANCES INDUSTRY OVERVIEW CONSUMER DURABLES

COMPANY PROFILECOMPANY PROFILE

ESTABLISHMENT- 1911 at BENTON HARBOR, MICHIGAN, U.S.A.

INTERNATIONAL EXPANSION- 1958 ENTERED INDIA- 1980 MARKET SHARE IN INDIA-25%

VISION AND MISSION:

The company’s pervasive vision is, “Every Home, everywhere, with pride, passion and performance”, rests on the pillars of innovation, operational excellence, customer-centric approach and diversified talent.

OPERATIONAL EXCELLENCE:

“KNOW A CUSTOMER, BE A CUSTOMER AND SERVE A

CUSTOMER”.

SOURCE: WHIRLPOOL INDIA WEBSITE

INTRODUCTION OF NEO-I CHILL

6th sense technology

Makes ice upto 50% faster

Chills beverages 40% faster

Cooling gel

OBJECTIVE OF THE PROJECT

• To get exposed to the practical situations of the business.

• To learn how to work practically in corporate.• To learn to interact with various corporate people.• To know the effects of brand value of Whirlpool.• To make people aware about the new refrigerator

Neo i-chill.• To know consumer behaviour while purchasing a

refrigerator.• To sale the Neo i-chill refrigerator.

RESEARCH METHODOLOGY

• Nature of research: Quantitative & Qualitative• Data collection: Primary data and secondary data.• Sample Size: 76 customers of refrigerator at

Reliance digital, Shivam Road, Hyderabad• Sampling Area: Reliance Digital, Shivam Road,

Hyderabad.

DATA ANALYSIS

• INTERESTED TO PURCHSE NEO I-CHILL

34%

66%

INTERESTED ON NEO I-CHILL

YES NO

• AWARENESS OF NEO I-CHILL

8%

92%

How many of them know about Neo i-chill

YES

NO

Source: Primary Data

REASONS FOR PREFERING NEO I-CHILL

FASTER COOLING11%

FLEXI COOL7%

CAPACITY22%

GOOD TECHNOLOGY22%

OTHERS37%

PREFERED FEATURES OF NEO I-CHILL

Source: Primary Data

• MY SALES REPORT OF 8 WEEKS OF WHIRLPOOL REFRIGERATOR AT RELIANCE DIGITAL, SHIVAM ROAD,

HYDERABAD

Total sale: 36 unitsUnder my activity

14%

86%

SALES REPORT

Neo i-chill Other Whirlpool

PURCHASE DECISION MAKER

44%

56%

DECISION MAKER

MALEFEMALE

SOURCE: PRIMARY DATA

MY CONTRIBUTION…

• DEMONSTRATED WHIRLPOOL REFRIGERATORS TO 170 CUSTOMERS.

• SOLD 36 UNITS OF WHIRLPOOL REFRIGERATORS.

• DONE SOME PROMOTIONAL ACTIVITIES FOR THE NEW REFRIGERATOR NEO I-CHILL.

My findings

• Factors considered to purchase refrigerator.

» CAPACITY» STAR RATING

• Purchase decision maker - Female

SOURCE: PRIMARY DATA

RECOMMENDATION

• As a new refrigerator Neo i-chill is excellent but the colours should be more attractive.

• It should maintain proper stock.•  Products and its features are excellent but there should be some

more promotional activities like TV ads, to promote the new products in market.

• Extended after Sales Service can be used as pull strategy of promotion to attract the customers as all customers consider it as main attribute while purchasing the product.

• Advertisements should be focused on homemakers because they are the primary influencers; mostly joint decision is taken whereas the financer is husbands.