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Dissertation Interim Report

“A STUDY ON CONSUMERS BRAND PREFERENCE INSELECTING ELECTRONIC APPLIANCES(Refrigerator) IN

BHUBANESAR! ODISHA "

As a partial fulfillment of the recruitment for the degree of

Mater of Bussiness Administration

SUBMITTED BY:

AJIT KU. SAHOO

Regd o. !"#!$%!%&"

SUBMITTED TO:

'R. SOUM(A MISHRA

)'ept. of HR *

INSTITUTE OF BUSSINESS & COMPUTERSTUDIES

SIKSHA O! ANUSANDHAN UNI"ERSITY#BHUBANES$AR


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ITRO'U+TIO

"oday a consu*er is e+,osed to -ide brands. In this co*,etitive -orld every co*,any strives

hard to attract custo*er to their brand but so*e succeed -hile so*e 'ail in their e''ort to grab

the*. o- days consu*er have beco*e brand conscious and they e+hibit high brand ,re'erence

and choice -hile ,urchasing ,roduct es,ecially in urban *ar/et. (o success o' brand lies in their

ability to stand out on the cro-ded shel' and touch the custo*er. "he brand success co*es at

e+,ense o' others. "he choices are an e+ercise in eli*ination. "he essential 0uestion surrounding

the conce,t o' choice are -hy and ho- a brand is chosen -hile others are rejected "his

necessitates the understanding o' dyna*ics o' custo*er and its relationshi, -ith the brand. "he

brand ste-ards o' valued brand e+hibit greater /no-ledge o' custo*ers than rest o' the ,ac/s

because success is the only yardstic/ that *easures ho- -ell the brand connects -ith thecusto*er in the targeted grou,.

SO+IA- IMA+T

Much social i*,act is behind here on ,urchasing any electronic ,roducts by the house -i'e. In

that 'e- -ould be inevitable

i. Neighbours’ Products

"he eighbours in a,art*ents or colonies are *ingling -ith each other very close li/e one

'a*ily. "hey even share every *inute thing -ith the neighbours according to the relationshi,. In

such a condition the electronic ,roducts arealso *ade an e+a*,le to ,urchase the sa*e or ali/e

one. "his not only brings ha,,iness but also the co*,etent in the li'estyle in the ,articular ,ut

u,.

ii. Visual Media

In 5oi*batore the local "V channels are advertising *any ,roducts and services 'ro* the local

*ade to the international brand. "he *ulti di*ensional vie- o' these electronics ,roducts

enhances the idea o' a -i'e to ,urchase it. "he ,rice-hich they *entioned in the does not have

*uch negativei*,act. 6ecause the *anu'acturers very -ell identi'ied thatthe cost o' the ,roduct

could *atch -ith the ,urchasing ca,acity o' the consu*er.

iii. Store Atmosphere


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(ho- roo*s li/e !7 and (ony are all sho-ing a richa*bience inside -hich the consu*ers

es,ecially the ho*e*a/ers -ould ,re'er a better ,lace to ,urchase the electronic ,roducts. "he

e+,andable vie- o' the store has given an o,,ortunity 'or the consu*ers to rela+ ,urchase o'

co**odities. In addition to this it is 'ashion that so*e electronic sho-roo*s are o,ening ca'es

and lounges inside the sho-roo* to boost their brands and -ar* u, to 'uture custo*ers.

iv. Exhibition

"he -o*en o' the house -ho is attracted by seeing all the brands o' electronic goods at one

,lace. O' course in the city there are *ore than %8 best sho-roo*s can co*e to one ,lace to

dis,lay their ,roducts 'or the ,erusal o' the custo*ers. "he e+hibition is the one ,lace -hich is

viable to 'ul'ill the *eetings in bet-een the electronic sellers and buyers 9):. ro* *i+i to -et

grinders 'ro* head ,hone to -ireless s,ea/ers every things is available at the discounted ,rices.

"his attribute ,ull the -o*en o' the house to-ards the e+hibition. "he choices are *ore very

'abulous varieties ande+,ected 'eatures in the ,roducts *a/es very ha,,y .

OB%ECTI"ES:

• "o /no- the brand ,re'erence o' the custo*er 'or the selected electronic brands in

6hubanes-ar city.

• "o identi'y the sources o' a-areness.

• "o study the 'actors -hich are in'luencing brand ,re'erences 'or di''erent brands.

IMITATION

• Only a short s,an o' ti*e ,eriod have been used to collect the data.

SCOPE OF THE STUDY:

METHODOO'Y:

&ri*ary data -as collected 'or the research study in 6hubanes-ar. "he *ajor reason 'or

choosing 6hubanes-ar -as its de*ogra,hic nature and 6hubanes-ar being consider to be an

i*,ortant city o' Odisha.

RESEARCH DESI'N:

"he research design 'or the study is descri,tive. 5onsu*ers o' various age and inco*e grou,s

have been intervie-ed 'or research survey using structured 0uestion.

SAMPE DESI'N AND SAMPE SI(E:


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(a*,le techni0ue used 'or the study -as convenience sa*,ling and the sa*,le si;e -as 188.

"he instru*ent used -as 0uestionnaire -hich includes o,en ended and close ended 0uestions.

&ersonal intervie- -as conducted a*ong the target res,ondent

TOO USED FOR THE STUDY:

a. re0uencies analysis b. Ratio (tatistics and investigation

c. One -ay #OV#

d. Weighted esti*ation


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de*ogra,hic variables on the brand. O' ,assenger car ,re'erred. # total o' )83 sa*,les -ere

ta/en 'ro* 5hennai. "he study 'ound that Maruti -as the *ost ,re'erred brand in *id car

seg*ent -hile Cero Conda -as the *ost ,re'erred brand in ,re*iu* car seg*ent. "he study

also 'ound that ,er'or*ance sa'ety and brand na*e o' cars -ere the *ost in'luential 'actors in

their ,urchase decision *a/ing. #ge and inco*e did have a direct role to ,lay in in'luencing

brand ,re'erence.

Most o' the ,revious researches in this 'ield -ere conducted to identi'y the 'actors in'luencing

brand ,re'erence and also to 'ind out the satis'action level o' consu*ers 'or any one consu*er

durable or consu*er durables in general. 6ut the researcher has not co*e across any study -here

endeavor -as given to understand the 'actors in'luencing brand ,re'erence and to judge the

satis'action level o' consu*ers 'or *ostly used consu*er durables in a household. "he ,resent

study endeavours to co*,ensate that ga,.

India is one o' the 'astest gro-ing *ar/ets o' the -orld. "he ,otential not only lies in the urban

India but in the rural India too


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-orld o' today is changing 'ast. Es,ecially a'ter the o,ening u, o' the econo*y the ,ace o'

change that India and its ,eo,le are e+,eriencing in their sociocultural *ilieu is *ind boggling

'ra*e-or/. While it is ,ossible to get so*e esti*ates o' the *acro changes ta/ing ,lace in India

it is i*,ossible to get any accurate *easures o' the subjective e+,eriences that ,roceed

acco*,any or 'ollo- such changes. Co-ever the 'act re*ains that the ,ro'ile o' the Indian

*ar/et is vastly di''erent 'ro* -hat it -as earlier. #lthough these changes are di''icult to

*easure at the *icro level nevertheless they have been o' great signi'icance to *ar/eters.

&eo,le 'ro* sa*e subculture social class and occu,ation *ay lead 0uite di''erent li'estyles


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together ,resent a lethal co*bination and has beco*e an integral ,art o' *odern society


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G#"# ##!I(Q( #G I"ER&RI"#"IO

!. Acc. To famil/ income

upto 5000 5

5000-7500 10

8000-10000 15

above 10000 70

5%10%

15%

70%

mont-+, in)ome

upto 5000 5000-7500

8000-10000 above 10000

IT,RRITATIO

1. ro* the above data it is clear that A8B o' the custo*ers are having *onthly

inco*e *ore than 18888 1%B having bet-een 888 to 18888 18 B having

bet-een %888 to A%88 and only %% having less than %888.


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0. Acc. To ha1ing refrigerator

yes 95

no 5

95%

5%

-a6in* a re1ri*erator

yes no

IT,RRITATIO

ROM "CE #6OVE G#"# I" I( (COW "C#" N%B o' custo*er are havingre'rigerator.

3. #cc. "o 6rand o' Re'rigerator


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!ess than si+ *onth )

(i+ *onth 5

One year #0

"-o year 70

More than 2 years #

)%5%

#0%

70%

#%

-o8 +on* t-e re1ri*erator is 7se.

Less t*an s+, ont* $+, ont* One yea

/o yea &oe t*an # yeas

IT,RRITATIO

ro* the above data it is clear that A8B o' custo*ers are using the sa*e re'rigerator *ore than 2

years 28B are 'or 2 years %B are 'or 1 year 3B are 'or si+ *onths and only 2 B are 'or less

than ) *onths.

2. A3AR,,SS ABOUT TH, R,4RI5,RATOR


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e-s,a,er #0

Maga;ines 5"V 70

"hrough riends 5

other 0

#0%

5%

70%

5%

in1ormation a9o7t t-e 9ran. o1 re1

Nespape &aa2+nes /V

/*ou* 3+en4s ot*e

IT,RRITATIO

ro* the above data it is clear that A8B o' corres,ondents are a-are o' the brand o' re'rigerator

'ro* "V 28B 'ro* ne-s,a,er %B 'ro* *aga;ine K 'riends.


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#. factor influencing in /our 6u/ing decision

6rand i*age (0

&rice )

Puality )0

#'ter sales service (

(1%)%

)0%

(%

1a)tor in7en)in* 97,in* .e)ision

an4 +ae "+6e

ua+ty te saes sev+6e

IT,RRITATIO

ro* the above data it is clear that )1B o' corres,ondents are in'luenced by the brand i*age

38B are in'luenced by the 0uality)B are in'luenced by the a'ter sales service and 3B are

in'luenced by the ,rice.


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7. A++. To influence of 6u/ing

(el' #

riends 1)

a*ily *e*bers 75

Others 10

#% 1)%

75%

10%

in7en)e o1 97,in*

$e 3+en4s3a+y ebes Ot*es

IT,RRITATIO

ro* the above data it is clear that A%B o' corres,ondents are in'luenced by the 'a*ily *e*ber

-hile buying 13B are y their 'riends 18B are 'ro* others and 2 B by sel'.


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&. SATISH4A+TIO 3ITH TH, ,R4ORMA+,

ully satish'ied 85

$nsatish'ied 5

$n decided (

!ess satish'ied :

85%

5%(%:%

satis-1a)tion +e6e+

3uy sat+s*;e4 'nsat+s*;e4 'n 4e6+4e4 Less sat+s*;e4

IT,RRITATIO

ro* the above data it is clear that %B custo*ers are satish'ied %B are unsatish'ied )B are

undecided and 4 B are less satis'ied.


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8. 6est electronic ser1ice pro1ider

!g 15

Whirl,ool )

Videocon 1

(a*sung 80

Other 1

15%)%

1%

80%

1%

L W*+poo V+4eo6on $asun Ot*e

IT,RRITATIO

ro* the above data it is clear that 8B ,eo,le agred that (a*sung is the best service ,rovier

1%B agreed that -hirl,ool is the best service ,rovider 3B said Videocon and only 1B said

Videocon and other.


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!%. Acc. To 1ie9 a6out 6rand image

OR WCRI!&OO!

vey oo4 #

oo4 15

aveae 7:

o 8

ost 1

OR VIGEO5O

vey oo4 0

oo4 )5

aveae :9

o 15

ost 1

OR !7

vey oo4 8

oo4 70

aveae 15

o 5

ost #

OR (#M($7

vey oo4 8:

Goo4 :

veae 10

Lo #

Wost 0


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#%

15%

7:%

8%

1%

8-ri+poo+ve.y oo4 oo4 ave.ae

o0 0o.st

)5%

:9%15%

1%

6i.eo)on

ve.y oo4 oo4 ave.ae

o0 0o.st

8%70%

15%5%

#%

'

vey oo4 oo4 aveae

o ost

8:%:%

10%#%

SAMSUN'

ve.y oo4 oo4 ave.ae

o o.st

IT,RRITATIO

ROM "CE #6OVE &IE 5C#R" I" I( 5!E#R "C#" A4B 5$("OMER (#IG "C#"

WCRI!&OO! I( 7OOG 4NB 5$("OMER (#IG "C#" VIGEO5O I( 7OOG A8B O

5$("OMER (#IG !7 I( 7OOG #G 4B &EO&!E (#IG "C#" (#M($7 I( 7OOG.


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!!. A++. TO TH, RI+,

OR WCRI!&OO!

VE!< IG 75

IG 5

VE!GE 10

LOW (

VE!< LOW :

OR VIGEO5O

VE!< IG #5

IG #0

VE!GE )5

LOW 15

VE!< LOW 5

OR !7

VE!< IG :5

IG #0

VE!GE 15

LOW 1#

VE!< LOW 8

OR (#M($7

VE!< IG 10

IG 15

VE!GE (5

LOW 8

VE!< LOW #


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75%5%

10%

(%:%

$HRI&POO&

VE!< IG IG VE!GE

LOW VE!< LOW

#5%

#0%)5%

15%5%

"IDEOCON

VE!< IG IG VE!GE

LOW VE!< LOW

:5%

#0%

15%

1#% 8%

&'

VE!< IG IG VE!GE

LOW VE!< LOW

10%

15%(5%

8%#%

SAMSUN'

VE!< IG IG VE!GE

LOW VE!< LOW

IT,RRITATIO

A%B O 5$("OMER (#IG "C#" WCRI!&OO! &RI5E I( C7C 3%B 5$("OMER (#IG

"C#" VIGEO5O &RIVE I( #VER#7E 4%B 5$("OMER (#IG "C#" !7 &RI5E I(

VERQ CI7C #G )% B 5$("OMER (#IG "C#" (#M($7 &RI5E I( #VER#7E.


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!0. :I,3S ABOUT ;UA-IT( O4 TH, BRA'

OR WCRI!&OO!

vey oo4 #

oo4 15

aveae 7:

o 8

ost 1

OR VIGEO5O

vey oo4 0

oo4 )5

aveae :9

o 15

ost 1

OR !7

vey oo4 8

oo4 70

aveae 15

o 5

ost #

OR (#M($7

vey oo4 8:

Goo4 :

veae 10

Lo #

Wost 0


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!$.I4 an/ of other 6rand offer /ou an/ attracti1e scheme 9ill /ou

go for that 6rand


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4I'I5S

• #bout A8B o' the custo*ers are having *onthly inco*e *ore than 18888 1%B having

bet-een 888 to 18888 18 B having bet-een %888 to A%88 and only %% having less than

%888.

• N%B o' custo*er are having re'rigerator.

• )8B o' custo*ers are using (a*sung 28B are using -hirl,ool%B are using Videocon

and 1%B are using !7

• A8B o' custo*ers are using the sa*e re'rigerator *ore than 2 years 28B are 'or 2 years

%B are 'or 1 year 3B are 'or si+ *onths and only 2 B are 'or less than ) *onths.

• that A8B o' corres,ondents are a-are o' the brand o' re'rigerator 'ro* "V 28B 'ro*

ne-s,a,er %B 'ro* *aga;ine K 'riends

• )1B o' corres,ondents are in'luenced by the brand i*age 38B are in'luenced by the

0uality)B are in'luenced by the a'ter sales service and 3B are in'luenced by the ,rice.

• A%B o' corres,ondents are in'luenced by the 'a*ily *e*ber -hile buying 13B are y

their 'riends 18B are 'ro* others and 2 B by sel'.

• %B custo*ers are satish'ied %B are unsatish'ied )B are undecided and 4 B are less

satis'ied.

• 8B ,eo,le agred that (a*sung is the best service ,rovier 1%B agreed that -hirl,ool is

the best service ,rovider 3B said Videocon and only 1B said Videocon and other.• A4B custo*er said that -hril,ool is good 4NB custo*er said that videocon is good A8B

o' custo*er said lg is good and 4B ,eo,le said that sa*sung is good.

• A%B o' custo*er said that -hril,ool ,rice is hgh 3%B custo*er said that videocon ,rive

is average 4%B custo*er said that lg ,rice is very high and )% B custo*er said that

sa*sung ,rice is average

• A4B custo*er said that the 0uality o' -hril,ool is good 4NB custo*er said that

videocon is good A8B o' custo*er said lg is good and 4B ,eo,le said that sa*sung is

good.

• N%B custo*ers said that they -ill not s-itch their brand


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