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[1]
A Study on
To Understand Consumer Behaviour and Pre Purchase Decision
making process for IFB Products
Submitted to the
School of Management Studies
University of Hyderabad
In Partial Fulfillment of the
Requirement for the Award of the Degree ofMaster of Business Administration
Under the Guidance of
Dr. SAPNA SINGH
MBA, Ph.D
Reader
School of Management Studies
University of Hyderabad
By
G. Ramakrishna
11MBMA53
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ACKNOWLEDGEMENTS
At the outset, I wish to thank the management ofIFB for their kind gesture of allowing me to
undertake this project.
I would also like to thankDr.Chetan Srivastava(placement co-ordinator, SMS) for his co-operation
that helped me grab this opportunity.
My sincere thanks to Mohd. Jahagir Pasha(Assist. Manager IFB) for giving me necessary
guidance in choosing the topic and completing the project.
Finally, I am grateful to each and every employee and staff member of IFB, who directly or
indirectly helped me during my internship tenure .
My sincere gratitude to my teacher and mentorDr. Sapna Singh for the support and guidance
from the selection of topic till the completion of the project.
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CERTIFICATE
This is to certify that Mr. G. Ramakrishna of MBA, SMS, UOH, has carried out his summer
internship work on the subject entitled To Understand Consumer Behaviour and Pre Purchase
Decision making process for IFB Products under my guidance and supervision. He had
incorporated her analysis and findings into this project being submitted by him in partial fulfillment
of the requirements for the award of the degree of Master of Business Administration in School Of
Management Studies, UOH. I am satisfied that he has carried out research work independently with
proper care and confidence.
Dr. SAPNA SINGH
MBA, Ph.D
Reader
School of Management Studies
University of Hyderabad.
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Declaration
I G.Ramakrishna student of the School of management studies, University Of
Hyderabad, do hereby declare that the project report entitledTo Understand
Consumer Behaviour and Pre Purchase Decision making process for IFB
Products submitted to the school of management studies (SMS) as a partial
fulfillment of the requirement for awarding of master of business administration
degree is my own work and it has not been submitted to any other university or
institution.
Name of Student : G.Ramakrishna
Registration No. : 11MBMA53
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Content
Chapter
1Introduction to Concepts.
Chapter 2
Profile of IFB(Company taken for Research).
Chapter 3
Data Collection.
Chapter 4
Data analysis.
Chapter 5
Conclusions and Recommendations.
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Chapter - 1
INTRODUCTION
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Project Description
Consumer Decision Making Processes
By Ken Matsuno
Traditionally, consumer researchers have approached decision
making process from a rational perspective. This dominant school
of thought views customers as being cognitive (i.e., problem-solving)
and, to some but a lesser degree, emotional. i Such a view is
reflected in the stage model of a typical buying process (often called
the consumer information processing model) depicted in Figure.
Problem Recognition
Information Search
Evaluation and Selection of Alternatives
Decision Implementation
Post-purchase Evaluation
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Figure 1 the Consumer Information Processing Model
Source: Adopted from Kotler (1997), Schiffman and Kanuk
(1997), and Solomon (1996)
In this model, the consumer passes through five stages: problem
recognition, information search, evaluation and selection of
alternatives, decision implementation, and post-purchase evaluation.
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Chapter 2
PROFILE OF IFB
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Introduction
IFB Industries Limited is Indias leading home appliances and fineblanks producer. The company was known as Indian Fine Blanks
Ltd. It started operations in 1974 in collaboration with HienrichSchmid AG of Switzerland. The company got listed on the BSE in2000. Today, the company manufactures fine Blank componentssuch as straighteners, Decoilers and strip loaders as well as otherengineering components, and home appliances such as washingmachines, dishwashers, microwaves, hobs, Chimneys and othercooking appliances. Its manufacturing plants are located at Kolkataand Gangarampur(West Bengal), Selcete and IIhas (Goa), Bhopal
(Madhya Pradesh) and Bangalore. Its registered and corporateoffice is located at Kolkata.
Established player in home appliances segment
IFB Industries Limited has an established market position in thehome appliance segment. The company manufactures home andkitchen appliances such as washing machines, washer dryer,
laundry dryer, Dishwasher, Microwave oven, hobs, chimneys andother cooking appliances. In FY10, the home appliances segmentcontributed almost 82% of revenues. The company alsomanufactures engineering products like fine blanked components,cushion plate for seat recliners, K12 tongue for seat belt assembly,door latches, gear shift selector for transmission, gear shifter fortransmission, rotor segment for aircrafts, plate valve forcompressors, gears, etc for two-wheelers. Clients for its engineering
products include Maruti Suzuki, Ford India, Fiat India, ToyotaKirloskar Motors, Lucas
TVS, Brakes India, Rane TRW, Bosch Chasis, TVS Motor Co,Yamaha Motorcycles, Honda Motorcycles & Scooters India, Royal
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Enfield, Hero Honda, L&T, SKF, etc. In FY10, fine blanks andengineering operations contributed 18% to total revenue in FY10.
Strengthening its reach in tier 2 and tier 3 towns
IFB Industries Limited is strengthening its distribution network intier 2 and tier 3 towns and focusing on marketing programmes forsemi-urban and rural markets.
The company has a 24-hour tele-helpline service for queries. Itdelivers to over 1,600 locations in India.
Company Profile
Company Name
Indian Fine Blanking Industries Limited
Head Office Address
IFB Industries Head Office Address:
Flat No.IND-5 Sector-1East Kolkata Township
Kolkata: 700088
West Bengal, India.
IFB Industries Phone Number: (33) 39849524 39849475
IFB Industries Website: www.ifbbangalore.com.
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Company Status
IFB Industries Limited is a US$ 250 million diversified business
house having interests in appliances, automotive components,
alcohol and marine foods. Our businesses enjoy leadership status
and in most product categories have a dominant market share. The
businesses are built on the ethos of quality, technology and
customer focus as well as financial prudence. The IFB brand
enjoys very strong equity in the minds of the customers and is
amongst the most desired brands in India.
The businesses are growing at an average of about 30% and are on
an expansion spree leading to requirement of knowledgeable people
in the following areas:
Appliances
Front loading washing machines R&D
Quality
Purchase
Manufacturing
Auto Components
Fine Blanking
Tooling
Design
Process Engineering
Quality & Manufacturing
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Seat Mechanisms
Manufacturing & Quality
Window Lifter
Manufacturing & Quality Automotive Motors Window Lifter motors
R&D
Manufacturing & Quality
SWOT Analysis of IFB Home appliances
Strength
Brand image in Home Appliances DivisionIFB has a brand image in home appliances division and it isleading market in this segment with the major number ofcustomers of washing machine and microwave oven.
Innovative product
The products are actually innovative and new in Indian marketso they have a near monopoly in dishwasher a clothes dryerwith maximum market share. So it attracts the customers ofhigher class for mere luxurious life style.
Compatible workforceThe company has a compatible work force which works inteam to give a new height to the company.
Strong after sales serviceThe company is also providing best after sales service to itscustomers by the schemes like warranty, annual maintenancecontract and extended warranty.
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Durability/performance
4 year 100% warranty & 10 year spears part supportWeakness
Less brand awareness
Less number of dealers so eventually less availability of IFBsproducts.
Less range of products in consumer durablesIt has less range of products which is not sufficient to capture
the whole market. Through some new products are ready to belaunch in coming year but also some small consumer durableslike iron, water heater, camera etc, Can be added.
Products are for winter season but no product is specially forsummer seasonThe product like cloth dryer can be used in winter seasonmainly which comes just for 2 months in entire year. Such
products can only be purchased by north people due to havingvery less temperature in winter season. There should be somesummer products like refrigerator, AC, cooler, water cooler etc.So that it can be purchased in entire year and can capture thewhole Indian market.
Less promotional activitiesThere are no promotional activities for the promotion of the
products. Even there is not any advertisement which can showthe features and variety of products. This is the reason thatthere are very less sales of hobs and chimneys becausepeople are not aware of its new products.
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Opportunity
Scope for growth in the rural marketIFB still have not covered the rural market of country. As India
has its major population in rural areas, the company shouldfocus towards the rural market.
Scope in semi-automatic washing machine segment
Trust by valued and existing customers
IFB has opportunities because expense on white goods is
increasing day to day by common people.
The trust in companys product by valued customers
Threats
Aggressive and effective promotional marketing initiatives usedby competitors like TV ads, hoardings etc.
Preference of customers and dealers of other brands like LG,SAMSUNG etc. over IFB machine etc.
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Chapter 3
DATA COLLECTION
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Objective of study
To identify buying pattern of fully automatic washing machine µwave oven
To evaluate the alternative preferences of the customer.
To identify how price, feature, service affect sales of Washing
Machine
To study responsible factor to increase sales of Washing
Machine and Microwave Oven in Bihar market
To identify the scope of the Washing Machine and MicrowaveOven
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Research Methodology
Meaning
Research is an intensive and purposeful search for knowledge andunderstanding of social and physical phenomenon. Research is
scientific activity undertaken to establish something, a fact, a theory
a principle or an application. One can also define research as a
scientific and systematic search for pertinent information on a
specific topic. Infect research is art of scientific investigation.
According to John W.Best Research is the systematic and objective
analysis and recording of controlled observation that may lead todevelopment of generalization, principles or theories resulting
prediction and possibly ultimate control of events
Source of Data Collection
1. Primary Data
In primary data collection, you collect the data yourself using
methods such as interviews and questionnaires. The key point hereis that the data you collect is unique to you and your research and,until you publish, no one else has access to it.
There are many methods of collecting primary data and the mainmethods include:
questionnaires
interviews
focus group interviews
observation
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case-studies
diaries
critical incidents Portfolios
2. Secondary Data
In secondary data collection, the company uses information fromother sources that has already been researched by somebody else.Instead of carrying out research yourself like in primary research,
you simply use somebody else's results that have already beencollected which have been carried out in similar ways to how youwould have carried it out.
There are many methods of collecting secondary data and the mainmethods include:
Websites
Other companies reports Websites etc.
I have collected both type of data, primary data and secondarydata (provided by company). I relied on the data given byrespondents through questionnaire designed by me.
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Response of 50 Customers through personal interviews
ofespon
ent
How didyou knowabout IFB?
Are yousatisfied withservices and
product?
Do you knowabout fullyautomatic
IFB washingmachine?
Why didyou buyFront/Top
Loadingmachine?
Do youuse anyother IFB
product?
Which othercompany'sproduct have
you seen in thedealer's shop?
Whichcompany'sof MWO do
you use?
1 TV Add Yes NotInterested
No Samsung Non user
Dealer Yes No NotInterested
No Samsung, LG Non user
News Paper Yes BestFeature
No Not Remember Non user
Brand Loyal(All familyuse IFB)
Yes (fuse)vibration
Yes Brand Loyal No Samsung Non user
Existingcustomer ofWM
YES Want(TROLLY +cover)
Yes BestFeature WM Godrej Non user
Exchangeoffer(Internet)
Not Satisfy(after manycall noResponsefrom serviceside)
Yes No option(he has toexchangehismachine)
No Did not see (Hegot homedelivery)
Non user
Existingcustomer ofWM(since1999)
Yes Yes BestFeature
No Not interested Non user
Dealer Cant say No BestFeature
Evening Non user
Friend Yes Yes Brand Name No Not Remember Non user
0 Existingcustomer ofWM
Not Satisfied(serviceperson shouldvisit in everytwo month)
Yes BestFeature
Yes LG, Samsung IFB
1 Dealer Yes No Best feature
(Suggestedby Brother )
No Not interested Non user
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12
Existingcustomer ofWM
Yes Yes
BestFeature, lesswaterConsumption
No Whirlpool Non user
13 Dealer Yes No Brand Name Yes LG, Samsung(Dealer try to sellother company'sproduct)
IFB
14 Existingcustomer ofWM
Yes Yes Best Feature No Not interested Non user
15 HisDaughter(Hisall familymembers areuser of IFB
Product)
Yes Yes Best feature(Suggestedby Daughter,Son, )
No Samsung Non user
16 Suggestedby Dealer
Yes No Best feature Yes LG, Samsung IFB(25SC3)
17 Dealer Yes No MicrowaveUser
No Bajaj, Kenstar,LG
IFB
18 Dealer Can't say (tillnow, I didn't
need anyservices)
No Best featureknown by
friend
No I see only IFB Non user
19 Dealer (litecorner)
Yes No MicrowaveUser
Yes Not Remember IFB
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20 Suggestedby Friend
Yes Yes Best feature,latest
technology
No LG Non user
21 Smartcustomer
Yes Yes Best feature No Not interested NotInterested
22 Internet Yes No MicrowaveUser
Yes Home delivery IFB
23 Suggestedby Relative
Not satisfied(serviceperson toldthat I will
provide youtrolley, coverafter one weekand till now hedid not come )
Yes Yes Yes (Argo6512R)
Not interested IFB
24 suggestedby Relative(Want to buyMicrowaveOven)
Yes Yes Best feature No LG, Samsung Non user
25 ExistingCustomer (
Hesuggestedso manyfriend to buyIFB Product)
Yes Yes Best quality, No Not Interested(only IFB)
Non User
26 Internet Yes Yes Best quality, Microwaveoven
Whirlpool IFB
27 Suggestedby Relative(they areusing for 20Year)
Yes Yes Brand loyalBest quality,(In relationthey areusing for 20
year withgoodperformance)
No Samsung, LG Non user
28 Suggestedby dealer(Elite)
Yes Yes Best quality No Kenstar, LG,Samsung
Non user
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29 Suggestedby friend
Yes Yes Best feature No Only IFB Non user
30 Existingcustomer of
IFB WM(4thIFB washingmachine)
Yes Yes Best quality No Buy throughexchange offer
LG,Samsung
31 Existingcustomer ofIFB WM(Forten year)
Yes Yes Best quality No Videocon,Samsung, LG,whirlpool
Non user
32 Friend Yes Yes MicrowaveUser
Washingmachine
LG IFB
33 Suggestedby brother No (Duringinstallationbehaviour ofservice personis not good)
Yes Best feature No Whirlpool, LG Non user
34 Suggestedby Relative
Yes Yes Services,Best feature
Washingmachine
LG, Samsung IFB
35 Suggestedby daughter
Yes No Best feature Yes LG IFB
36 Dealer Can't say (Tillnow, I didn'tneed anyservice)
Yes MicrowaveUser
Yes Whirlpool,Samsung
IFB
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37 SuggestedBy Otherfamilymember
Yes No Best feature No LG Non user
38 Internet No (Duringinstallationbehaviour ofservice personwas not good,they were notinstalling inproper way)
Yes Best feature(Willing tobuy for 20Year)
No Whirlpool, LG LG
39 Suggestedby Son (he isuser of IFBWM)
Yes Yes Best feature(Suggestedby Son)
No LG Non user
40 Suggestedby Friend (He is user ofIFB WM)
Yes Yes Best Brand No Not interested inother Product(Only I Had tobuy IFB washingmachine)
Non user
41 Suggestedby relative(they areuser of IFBWM)
Yes Yes Best feature No Whirlpool Non user
42 Suggestedby Friend (He is user ofIFB WM)
Can't Yes Best Brand No Not interested inother Product(Only I Had tobuy IFB washingmachine)
Non user
43 Internet Yes Yes Best product,Brand name
No Home Delivery Non user
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44 Suggestedby Dealer
Can't say (Tillnow, I didn'tneed anyservice)
No (I saw IFBwashing atdealer shop)
Best product(Suggestedby Dealer)
No LG, Samsung,Whirlpool
Non user
45 Dealer Can't say (Tillnow, I didn'tneed anyservice)
No (I saw IFBwashing atdealer shop)
Best product(Suggestedby Dealer)
No Not remember Non user
46 Suggestedby Dealer
Yes Yes Best quality No LG, Samsung Non user
47 Friend Yes Yes Best product No LG Non user
47 Existingcustomer ofIFB WM(4thIFB washingmachine)
Yes Yes Best quality No Whirlpool, LG,Samsung
48 Dealer Cant say No Best Feature Yes Evening Non user
49 Dealer Yes No Best Feature No Bajaj, Kenstar,LG
IFB
50 Suggestedby Relative
Yes Yes Services,Best feature
Yes LG, Samsung IFB
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CHAPTER
4
DATA ANALYSIS
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Data Analysis & Interpretation
Consumer Pre purchase Behaviour Survey
How people take purchase decision while purchasing WashingMachine?
Graph and Analysis
Sample size =50
How customers know about IFB Washing Machine?
Out of 50 sample size 23 were aware about the product through
Friend & Relative, 13 through dealer, 9 are existing customer, 5
through internet.
Inference
Word of mouth plays significant role in advertisement, large numberof Customers trusts on dealers word, Existing customers spread thename of the company and Internet also makes people known aboutthe brand.
Relative &
Friend(existing
customers of
IFB)
46%
Internet
10%
Dealer
26%
Existing
Customer
18%
Customers Response
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Pie-Chart and Analysis
Sample size =50
How many customers are satisfied with services?
Out of 50 sample size 80% people are satisfy with services, 10%
cant say because till now they didnt need any services and rest
10% people are not satisfied with the services due to irrelevant
behaviour of services person during installation.
Inference
IFB provide best services to their customers after sales, we shouldalso provide soft skill and technical training to our service persons;
so that we can reduce complain against services related to their soft
skill and technical knowledge.
Can't Say
10%
No
10%
Yes
80%
How many % of Customers are satisfy
with services
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Pie-Chart and Analysis
Sample size =50
Awareness of IFB product among consumer
Out of 50 samples size 42 customers are aware about the product
from different source like friend, relative, Internet, and 8 customers
first see at the dealer shop.
Inference
Before purchasing 42 customers were aware about IFB product and
word of mouth play important role for IFB products promotion.
No
16%
Yes
84%
Awerness of IFB Washing Machine
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Pie-Chart and Analysis
Sample size =50
Attributes of buying IFB Washing Machine
Out of 50 samples size 25 Customers buy due to Best Feature, 18
Customers due to Best Quality, and 5 Customers is Brand loyal and
2 Customers cant say.
Inference
Most of the customers take decision on the basis of feature, also
customers believes on quality and some are brand loyal.
Best Feature52%
Best Quality
36%
Brand Loyal
4%
Can't Say
8% Customers Response
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Pie-Chart and Analysis
Sample size =50
What percent consumer use only washing and washing machine +
Microwave oven
Out of 50 samples size 72% Customers use single product and 28%
Customers use two products (In 28% customers 24% customers use
IFB washing machine, microwave oven and 4% IFB washing
machine, other microwave oven).
Inference
Due to best quality 24% consumer use IFB washing machine and
microwave oven.
Only washing
machine
72%
Washingmachine + IFB
Microwave
oven
24%
Washing
machine +
Other
Microwaveoven
4%
Customers Response
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Pie-Chart and Analysis
Sample size =50
Other companys products available at dealer place
Out of 50 samples size LG available at 50% dealer, Samsung at
26% dealer, whirlpool at 16%dealer, Videocon at 8% dealer.
Inference
Demand of LG is very good in market so dealers want to keep more
LG product other than Samsung, whirlpool, Videocon.
LG
50%
Samsung
26%
whirlpool16%
Videocon
8%
Customers Response
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Pie-Chart and Analysis
Sample size =50
Mode of purchasing while buying new washing machine
Out of 50 samples size 90% customer purchase through dealer 10%
customer through internet.
Inference45 Customers purchase through dealers so IFB should increasetheir number of dealer to increase availability of IFB product.
Internet
10%
Dealer
90%
Customers Response
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Response of 30 Customers through personal interviews (for
Washing machine)
Customer Which
brand(washi
ng
machi
ne) do
you
want
to
use?
Which
attributes do
you
look
for
purcha
sing
washi
ng
machi
ne?
Which
colours of
washi
ng
machi
ne do
you
prefer
most?
Which
typeof
Washi
ng
Machi
ne do
you
like to
use?
Which
attributes
Influe
nce
your
purcha
sing
decisi
on for
washi
ng
machine?
Are you
awareabout
Fully
Automati
c Top
Loader/
Front
Loader
IFB
washing
machine?
How do
youtake
purchas
e
decision
while
purchasi
ng
washing
machin
e?
To
whatextent
warrant
y period
and
other
sales
services
effect
your
purchas
edecision
?
Which
mode ofpurchasin
g would
you like
to adopt
to buy
new
washing
machine?
Wh
o is
the
dec
isio
n
ma
ker
to
buy
wa
shi
ng
ma
chi
ne?
W
ho
is
us
er
of
w
as
hi
n
g
mac
hi
n
e
in
y
o
ur
fa
m
ily?
Md Firoz IFB Qualit
y
Silver Top
Loadin
g
Steam
Wash
Yes Own
Decision
Very
Much
From
Dealer
Self W
if
e
Santos
Kumar
LG Featur
e
Silver Top
Loadin
g
Steam
Wash
Yes Own
Decision
Very
Much
From
Dealer
Wif
e
W
if
e
Md Jawed Whirlp
ool
Qualit
y
Red Top
Loadin
g
Steam
Wash
No Peer
Suggesti
on
Very
Much
Exclusive
Showroo
m
Wif
e
W
if
e
Ramesh LG Brand White TopLoadin
g
SteamWash
No OwnDecision
VeryMuch
ExclusiveShowroo
m
Self Wif
e
Rajnesh
Kumar
LG Featur
e
White Front
Loadin
g
Steam
Wash
No Peer
Suggesti
on
Doesn't
Matter
Exclusive
Showroo
m
Wif
e
Al
l
fa
m
ily
Neeraj Whirlp
ool
Qualit
y
White Semi
Autom
atic
3D
wash
Syste
m
No Brand
Awaren
ess
Doesn't
Matter
From
Dealer
Self S
el
f
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Vinod
Kumar
Videoc
on
Featur
e
Silver Top
Loadin
g
Air
Bubble
Wash
No Own
Decision
Doesn't
Matter
Exclusive
Showroo
m
Wif
e
W
if
e
P Sinha Samsu
ng
Qualit
y
White Top
Loadin
g
Steam
Wash
No Brand
Awaren
ess
Till
Some
Extent
Exclusive
Showroo
m
Self W
if
eJitendra Whirlp
ool
Featur
e
White Semi
Autom
atic
Steam
Wash
Yes Own
Decision
Very
Much
Exclusive
Showroo
m
Self W
if
e
Sujata LG Qualit
y
White Front
Loadin
g
Foam
Contro
l
Yes Own
Decision
Till
Some
Extent
From
Dealer
Self S
el
f
Miss Verma IFB Featur
e
White Front
Loadin
g
Steam
Wash
Yes Peer
Suggesti
on
Till
Some
Extent
From
Dealer
Self S
el
f
Rajeew
Ranjan
IFB Qualit
y
Silver Front
Loading
Air
BubbleWash
No Peer
Suggestion
Very
Much
Exclusive
Showroom
Wif
e
W
ife
Rajesh
Ranjan
IFB Brand Silver Front
Loadin
g
Air
Bubble
Wash
Yes Own
Decision
Very
Much
Exclusive
Showroo
m
Self W
if
e
Smit Kumar Samsu
ng
Brand Red Top
Loadin
g
Air
Bubble
Wash
No Own
Decision
Very
Much
From
Dealer
Self W
if
e
Ravi LG Qualit
y
White Front
Loadin
g
Steam
Wash
Yes Peer
Suggesti
on
Till
Some
Extent
Exclusive
Showroo
m
Wif
e
W
if
e
Amit Samsu
ng
Featur
e
Silver Front
Loadin
g
Air
Bubble
Wash
Yes Brand
Loyalty
Doesn't
Matter
Exclusive
Showroo
m
Self W
if
e
Bhupendra
Kumar
LG Qualit
y
Red Top
Loadin
g
Steam
Wash
No Own
Decision
Very
Much
Internet Wif
e
W
if
e
Nitin Kumar Whirlp
ool
Brand Red Semi
Autom
atic
Steam
Wash
No Own
Decision
Very
Much
Exclusive
Showroo
m
Wif
e
W
if
e
Jinat LG Brand Silver Top
Loadin
g
3D
wash
Syste
m
No Own
Decision
Very
Much
Exclusive
Showroo
m
Self D
a
u
g
ht
er
Sarita Samsu
ng
Qualit
y
White Front
Loadin
g
Steam
Wash
Yes Brand
Awaren
ess
Till
Some
Extent
Internet Mo
the
r
S
el
f
Rohit Kumar LG Featur
e
White Top
Loadin
g
Air
Bubble
Wash
Yes Own
Decision
Till
Some
Extent
Exclusive
Showroo
m
Self S
el
f
ShuvamKumari
IFB Feature
Silver FrontLoadin
3Dwash
No OwnDecision
VeryMuch
ExclusiveShowroo
Mothe
Sel
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[36]
g Syste
m
m r f
Suresh
Kumar
Whirlp
ool
Qualit
y
Silver Top
Loadin
g
Steam
Wash
No Peer
Suggesti
on
Very
Much
Exclusive
Showroo
m
Self S
el
f
ShelendraKumar
Whirlpool
Feature
Silver FrontLoadin
g
SteamWash
Yes BrandLoyalty
VeryMuch
ExclusiveShowroo
m
Wife
Wif
e
Anita Devi LG Qualit
y
White Top
Loadin
g
Steam
Wash
No Peer
Suggesti
on
Very
Much
From
Dealer
Wif
e
W
if
e
Arvind
Kumar
Samsu
ng
Brand Silver Top
Loadin
g
Steam
Wash
No Own
Decision
Till
Some
Extent
From
Dealer
Self S
el
f
Father LG Brand Silver Top
Loadin
g
Air
Bubble
Wash
Yes Own
Decision
Very
Much
Exclusive
Showroo
m
Wif
e
D
a
ug
ht
er
Ajay Kumar LG Qualit
y
Silver Top
Loadin
g
Air
Bubble
Wash
Yes Peer
Suggesti
on
Till
Some
Extent
From
Dealer
Self W
if
e
Denesh
Kumar
Samsu
ng
Brand White Top
Loadin
g
Steam
Wash
No Peer
Suggesti
on
Till
Some
Extent
Exclusive
Showroo
m
Self W
if
e
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[37]
Data Analysis & Interpretation
Consumer pre purchase Behaviour Survey
How people take decision to purchase Washing Machine?
Pie-Chart and Analysis
Sample size =30
Customers preference of brand
Out of 30 respondents 36% have shown interest in purchasing
Washing machine of LG, 20% of Samsung, 20% of Whirlpool, 17%
of IFB and rest 7% of Videocon.
Inference
Most of the people are aware about LG, Samsung, and Whirlpool
and Customers are less aware about IFB and others.
36%
20%
20%
17%
7%
Customers Response
LG
Samsung
Whirlpool
IFB
Videocon
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[38]
Pie-Chart and Analysis
Sample size =30Desired attributes while buying washing machine
While buying a washing machine 10 customers go for Quality, 8
customers go for Feature, 7 Customer go for Brand, and rest 5 go
for price.
Inference
While purchasing washing machine most of customers look forQuality then they think about feature, brand and price.
23%
27%33%
17%
Customers Response
Brand
Feature
Quality
Price
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[39]
Pie-Chart and Analysis
Sample size =30
Customers preference of colour
Out of 30 respondents 12 customers prefer white colour, 11 prefer
silver colour, 4 white and rest prefer gray colour.
Inference
White and Silver colours are most preferable colour among
customers. Red and gray is liked by less no of customers.
40%
37%
13%
10%
Customers Response
White
Siver
Red
Gray
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[40]
Pie-Chart and Analysis
Sample size =30
Type of washing machine prefer to use
Inference
Top loader washing machine is liked by most of the customers
because it is more convenient in use and less no of customers liked
front loader and semi automatic.
53%
10%
37%
Customers Response
Top Loader
Semi Autometic
Front Loader
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[41]
Pie-Chart and Analysis
Sample size =30Attributes which influence purchase decision
Here stem wash is most preferable attributes which influence 18
customers purchase decision then air bubble wash influence 8
customer decisions after that 3D wash and foam control influence
purchase decision.
Inference
Most of customers want to have steam wash feature because Baby
cloths, kitchen cloths and stub dirt carrying cloths can be easily
washed by steam wash feature, Customers also liked air bubble
wash but 3D wash is liked by very less customers.
60%
27%
10%
3%
Customers Presponse
Steam Wash
Air Bubble
3D Wash
Foam Control
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[42]
Pie-Chart and Analysis
Sample size =30
Awareness about fully automatic top loader/front loader IFB washing
machine
Out of 30 respondents 16 customers are aware about IFB fully
automatic washing machine and 14 customers are not aware.
Inference
More than 50% customers are aware about IFB washing machine,
large numbers of customers who want to buy washing machine, they
dont know about IFB, so IFB needs to increase product awareness.
53%
47%
Customers Response
Yes
No
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[43]
Pie-Chart and Analysis
Sample size =30Buying decision while purchasing washing machine
Out of 30 respondents 15 customers Purchase through own
decision, 9 through peer suggestion, 3 due to brand awareness and
rest 3 due to brand loyalty.
Inference
More than 50% customers take self decision, large number of
customer believes on word of mouth and some believes in the brand
name.
Own Decision
52%
Peer Suggestion
31%
Brand
Awarnees
10%
Brand Lotalty
7%
Customer Response
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[44]
Pie-Chart and Analysis
Sample size =30
Place of purchasing
Here 15 customers wants to purchase to washing machine through
exclusive showroom, 10 customer through dealer and 3 through
internet and rest 2 customers want through retailer
Inference
50% customers wanted to purchase from exclusive showroom
because there is more options for selecting a product, some wanted
to purchase from dealers point because Dealers might provide in
less price, and some liked to buy from retailer and on net.
50%
33%
10%
7%Customers Response
Exclucive Showroom
From Dealer
Internet
Retailer
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[45]
Pie-Chart and Analysis
Sample size =30How warranty period affect sales of washing machine
While purchasing washing machine 17 customer says warranty
period affect very much, 9 customer says till some extant and 4
customer says warranty period doesnt matter for me.
Inference
Most of customers believes in warranty because maintenance cost
is very costly, some believe in warranty for some extent and some
think it does not matter.
57%
30%
13%
Customers Response
Very Much
Till Some Extent
Doesn't Matter
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[46]
Pie-Chart and Analysis
Sample size =30Decision maker to buy washing machine
While purchasing washing machine 16 customers take decision
through self, 12 customers take decision through wife and 3
customers take purchase decision through mother.
Inference
At the time of purchasing more than 50% customers take self
decision, 40% customers decision is affected by wife and in some
cases mother takes decision.
53%40%
7%
Customers Response
Self
Wife
Mother
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[47]
Pie-Chart and Analysis
Sample size =30
User of washing machine
Inference
It has observed that in 60% cases wife is user, 27% of customers
liked to use it by self, in some cases it is used by daughter and other
family members.
60%
27%
6%
7%
Customers Response
Wife
Self
Daughter
All Family
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[48]
Response of 30 Customers through personal interviews
(Microwave Oven)
Customer
Which
bran
d
(Micr
owa
ve
oven
) do
you
want
touse?
Which
ttributs do
ou look
or
urchasi
g
ashing
achine
Which
colours of
washi
ng
machi
ne do
you
prefer
most?
Whic
h
type
of
Was
hing
Mac
hine
do
you
like
to
use?
Which
attributes
Influe
nce
your
purcha
sing
decisi
on for
washi
ng
machine?
Are you
awareabout
Fully
Automa
tic Top
Loader/
Front
Loader
IFB
washing
machin
e?
How do
you takepurchase
decision
while
purchasin
g washing
machine?
To what
extentwarranty
period
and other
sales
services
effect
your
purchase
decision?
Which
mode ofpurchasi
ng
would
you like
to
adopt
to buy
new
washing
machin
e?
Who is
thedecision
maker to
buy
washing
machine?
Who is
user ofwashi
ng
machi
ne in
your
family
?
Jinat Godr
ej
Brand Silver Conv
ectio
n
Health
y
Cookin
g
No Brand
Awarenes
s
Very
Much
Exclusiv
e
Showro
om
Self Wife
Sarita Sams
ung
Qualit
y
Black Conv
ectio
n
Cooke
ry
classes
No Own
Decision
Very
Much
Exclusiv
e
Showro
om
Mother Wife
Rohit
Kumar
LG Featur
e
Black Grill Health
y
Cookin
g
Yes Peer
Suggestio
n
Very
Much
Internet Self Self
Arvind
Kumar
Sams
ung
Brand Silver Conv
ectio
n
Cooke
ry
classes
No Own
Decision
Doesn't
Matter
From
Dealer
Self Self
Ram
Kishor
IFB featur
e
Silver Conv
ectio
n
Start-
Up Kit
No Own
Decision
Very
Much
Exclusiv
e
Showro
om
Self Self
Umesh
Sharma
IFB Qualit
y
Black Conv
ectio
n
Start-
Up Kit
No Own
Decision
Very
Much
Exclusiv
e
Showro
om
Self Self
Kumar
Vivek
Sams
ung
Qualit
y
Black Conv
ectio
n
Health
y
Cookin
g
Yes Brand
Awarenes
s
Till Some
Extent
Exclusiv
e
Showro
om
Wife Self
Pramod
Kumar
Whirl
pool
Featur
e
Black Grill More
Auto
Cook
Yes Peer
Suggestio
n
Very
Much
Exclusiv
e
Showro
Wife Wife
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[49]
Menu om
Archna LG Qualit
y
Red Grill Health
y
Cookin
g
No Own
Decision
Very
Much
From
Dealer
Self Self
Hrish Godrej
Feature
Black Solo Start-Up Kit
No OwnDecision
Doesn'tMatter
FromDealer
Wife Wife
Shuvam
Kumari
IFB Qualit
y
Silver Grill Cooke
ry
classes
No Own
Decision
Very
Much
Exclusiv
e
Showro
om
Self Wife
Suresh
Kumar
Godr
ej
Brand Silver Conv
ectio
n
Cooke
ry
classes
No Peer
Suggestio
n
Very
Much
Exclusiv
e
Showro
om
Wife Self
Shelendra
Kumar
Sams
ung
Brand Red Solo Health
y
Cookin
g
Yes Own
Decision
Very
Much
From
Dealer
Self Wife
Miss
Verma
LG Qualit
y
Black Conv
ectio
n
Start-
Up Kit
Yes Own
Decision
Till Some
Extent
Exclusiv
e
Showro
om
Self Wife
Rajeew
Ranjan
Sams
ung
Featur
e
Silver Conv
ectio
n
More
Auto
Cook
Menu
Yes Brand
Loyalty
Till Some
Extent
Exclusiv
e
Showro
om
Wife Self
Rajesh
Ranjan
LG Qualit
y
Red Grill Start-
Up Kit
No Own
Decision
Very
Much
Internet Wife Self
Smit
Kumar
Whirl
pool
Brand Red Conv
ectio
n
Cooke
ry
classes
Yes Peer
Suggestio
n
Very
Much
Exclusiv
e
Showro
om
Self Wife
Ravi LG Brand Silver Conv
ectio
n
Health
y
Cookin
g
No Peer
Suggestio
n
Very
Much
Exclusiv
e
Showro
om
Wife Self
Amit Samsung Quality Black Grill Cookery
classes
No BrandAwarenes
s
Till SomeExtent Internet Self Self
Bhupendr
a Kumar
Godr
ej
Featur
e
Black Conv
ectio
n
Start-
Up Kit
Yes Brand
Loyalty
Till Some
Extent
Exclusiv
e
Showro
om
Mother Daugh
ter
Nitin
Kumar
IFB Featur
e
Silver Grill Start-
Up Kit
No Own
Decision
Very
Much
Exclusiv
e
Showro
om
Wife Self
Saroj Whirl Qualit Black Grill Cooke No Own Very Exclusiv Self Self
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[50]
pool y ry
classes
Decision Much e
Showro
om
Navin
Kumar
Godr
ej
Featur
e
Black Conv
ectio
n
More
Auto
CookMenu
No Peer
Suggestio
n
Very
Much
Exclusiv
e
Showroom
Self Daugh
ter
Bipin
Kumar
LG Qualit
y
Black Conv
ectio
n
More
Auto
Cook
Menu
No Own
Decision
Till Some
Extent
From
Dealer
Wife Wife
Dr. Afroj
Ahmad
Sams
ung
Brand Silver Grill Start-
Up Kit
Yes Peer
Suggestio
n
Till Some
Extent
From
Dealer
Wife Self
Rajesh LG Brand Red Conv
ectio
n
Health
y
Cooking
No Peer
Suggestio
n
Very
Much
Exclusiv
e
Showroom
Wife Daugh
ter
Sanjay
Kumar
LG Qualit
y
Silver Solo Start-
Up Kit
Yes Own
Decision
Very
Much
From
Dealer
Self Wife
Rakesh
kishor
Sharma
Godr
ej
Brand Black Grill Cooke
ry
classes
No Brand
Loyalty
Very
Much
Exclusiv
e
Showro
om
Self Self
Om
Prakesh
Sharma
Sams
ung
Qualit
y
Black Conv
ectio
n
Start-
Up Kit
Yes Peer
Suggestio
n
Till Some
Extent
From
Dealer
Wife Self
J.P Agrwal LG Brand Silver Conv
ectio
n
More
Auto
Cook
Menu
No Own
Decision
Very
Much
From
Dealer
Wife Wife
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[51]
Data Analysis & Interpretation
Consumer pre purchase Behaviour Survey
How people take decision to purchase Microwave Oven?
Pie-Chart and Analysis
Sample size =30
Customers preference of brand
Out of 30 respondents 9 have shown interest in purchasing Washing
machine of LG, 6 of Samsung, 6 of Whirlpool, 7 of IFB and rest 2 of
Videocon.
Inference
Most of the people liked LG, Samsung is liked by less number of
customers, IFB and Whirlpool has same awareness and Godrej is
least preferred brand.
30%
23%17%
17%
13%
Customers Response
LG
Samsung
Whirlpool
IFB
Godraj
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[52]
Pie-Chart and Analysis
Sample size =30
Desired attributes while buying microwave oven
While buying a washing machine 10 customers go for Quality, 9
customers go for Feature, 7 Customers go for Brand, and rest 4 go
for price.
Inference
At the time of buying MWO, brand and quality are important factors
to influence purchase decision and after that customers think aboutfeature and price.
34%
20%
33%
13%
Customers Response
Brand
Feature
Quality
Price
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[53]
Pie-Chart and Analysis
Sample size =30
Customers preference of colour
Out of 30 respondents 12 customers prefer white colour, 11 prefer
silver colour, 7 white and rest prefer gray colour.
Inference
Black and Silver colours are most preferable among customers.
47%
33%
13%
7%
Customers Response
Black
Siver
Red
Gray
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[54]
Pie-Chart and Analysis
Sample size =30
Type of Microwave Oven prefer to use
From this pie chart we can interpret that 16 customers want to
purchase Convection Microwave Oven, 9 want Grill, 4 want solo and
only 1 customers like solar Dum.
Inference
Most of the customers want to use convection microwave oven
because convection model carries all three functions (solo, grill,
convection) Many customers dont know about solar Dum,Customers second choice is grill and Solo model is liked by fewer
customers.
53%
31%
13%
3%
Customers Response
Covection
Grill
Solo
Solar Dum
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[55]
Pie-Chart and Analysis
Sample size =30
Attributes which influence your purchasing decision
Here 9 customers want start-Up Kit, 8 customers want cookery
classes, 7 customers wants healthy cooking, And rest 6 customerswants more Autocook menu in microwave Oven.
Inference
Most of the customers wanted to have more accessories with starter
Kit because it helps in cooking of different menu, some needed
cookery classes and some needed healthy cooking feature and
some needed more auto cook menu.
28%
24%17%
31%
Customers Response
Cookery Classes
Healthy cooking
More Autocook Menu
Start-Up Kit
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[56]
Pie-Chart and Analysis
Sample size =30Awareness about IFB Microwave Oven
Out of 30 respondents 10 customers are aware about IFB
microwave Oven and 20 customers are not aware.
Inference
Awareness of IFB MWO is less so we need to spread the brand
awareness of MWO.
33%
67%
Customers Response
Yes
No
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[57]
Pie-Chart and Analysis
Sample size =30
How customer take purchase decision while purchasing MicrowaveOven
Out of 30 respondents 15 customers Purchase through own
decision, 9 through peer suggestion, 3 due to brand awareness and
rest 3 due to brand loyalty.
Inference
While purchasing MWO, most ofcustomers trusts on self decision
and some cosumers believe on peers suggestion.
48%
31%
11%
10%
Customers Response
Own Decision
Peer Suggestion
Brand Awarnees
Brand Lotalty
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[58]
Pie-Chart and Analysis
Sample size =30Mode of purchasing Microwave Oven
Out of 30 respondents 15 customers wants to purchase microwave
Oven through exclusive showroom, 8 customers through dealer, and
2 through internet and rest 5 customers want through retailer
Inference
Most of customers wanted to purchase from exclusive showroom
because there is more options for selecting a product also
Customers trust more on showroom, some wanted to purchase from
dealers point because dealers might provide in less price and some
liked to buy from retailer and on net.
52%
31%
10%
7%Customers Response
Exclucive ShowroomFrom Dealer
Internet
Retailer
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[59]
Pie-Chart and Analysis
Sample size =30
How warranty period affect sales of microwave Oven
While purchasing microwave Oven 19 customers says warranty
period affect very much, 8 customers say till some extant and 3
customers says warranty period doesnt matter for me.
Inference
Warranty period too much affects the buying decision; this is
perception of most of the people, some think it affect for some extent
and some think it does not matter.
63%
27%
10%Customers Response
Very Much
Till Some Extent
Doesn't Matter
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[60]
Existing Customer
1 PRODUCT 90% customer is satisfied with
product and 10% are not
satisfied.
2 FEATURE 50% Customers buy due to Best
Feature, 35% Customers due toBest Quality and rest dont
know.
3 BRAND
4 Price 80% customer says price of IFB
product according to product
quality and they are satisfied
with IFB pricing strategy.
5 After Sales Service 80% customer is satisfied with
services, 10% cant say and rest
10% are not satisfied.
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[61]
Chapter - 5
CONCLUSIONS ANDRECOMMENDATIONS
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[62]
SUMMARY OF FINDINGS
Our survey was confined within Patna only so the outcomesand conclusions are not applicable for the entire state orcountry.
Our sample size was 50 general customers and, so samplingerror might occur or may not be accurate.
Many customers did not entertain us and did not want todisclose their internal information to us.
We had limited time for doing the survey, preparing the reportsand completing our projects.
IFB washing machines have not strong presence at dealershave IFB washing machines in their stores.
IFB had wide range of washing machines in both the section toloading as well as front loading washing machines.
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IFB had a very strong market share in terms of sales of frontloading washing machines as compare to top loading.
The major competitors of IFB washing machines are Samsung& LG but whirlpool & Videocon are future threat for IFB marketshare.
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[64]
Conclusion
IFB need to create public awareness in market & incurred
heavily on promotional activities.
Need to increase number of dealers at Patna, search for newdealers in this region.
IFB try to come up with special customize shop only for IFBproducts.
Give much concern to exhibition on different location in Patna,where IFB can reach maximum and potential customers.
Need to capture as much display as it can in the stores forbatter sales.
Dealers discounts and schemes should be maintained to
satisfy dealers.
The brand promotional techniques like canopies, activities, freeservice camps, stage shows etc. should be done more regularlyto improve brand awareness.
Brand promotional initiatives like personal relation, directcontact with customers using distribution channel should be
done.
Improve the ambience and POP in the stores having IFBSproduct so that the customers mind can captured and sales canbe promoted.
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[65]
LIMITATION OF THE STUDY
Since nobody is perfect in this world, everyone has some limitation.So is the case with this study also. These are the followinglimitations;
a) Due to shortage of time, study was confined to specified areas ofPatna.
b) Some respondents were hesitant to disclose some information orhave given incomplete information.
c) There might have been some biased responses, and because ofwhich findings may not be 100 % accurate.
d) The information presented may not be accurate due to the lead-time between the time of collection and time of presentation of data.
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[66]
BIBLIOGRAPHY
BOOKS1. Principles of Marketing - P. Kotler and Armstrong
2. Marketing Research - B.S Bedi
3. Research Methodology - C.R Kothari
Websiteswww.ifbindustries.com
www.ifbsappliances.com
www.monycontrol.com
www.topcompaniesinindia.com
www.company.monsterindia.com
http://www.ifbindustries.com/http://www.ifbsappliances.com/http://www.monycontrol.com/http://www.topcompaniesinindia.com/http://www.company.monsterindia.com/http://www.company.monsterindia.com/http://www.topcompaniesinindia.com/http://www.monycontrol.com/http://www.ifbsappliances.com/http://www.ifbindustries.com/7/29/2019 Ramkrishna - Final Project.docx
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[67]
Questionnaire
Name.
Location...
Phone No.................................................................................
Age- (1) 18-28 ( ) (2) 29-39 ( ) (3) 40-50 ( ) (4)
Above 50 ( )
Gender - (1) Male ( ) (2) Female ( )Income- 15000-25000( ) 25000-35000( ) Above 35000(
)
Washing Machine
1. Which brand (washing machine) do you want to use?
(a) LG
(b) IFB
(c) Whirlpool
(d) Any other......................................................
2. Which attributes do you look for purchasing washing machine?
(a) Quality
(b) Feature
(c) Brand
(d) Any other........................................
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[68]
3. Which colours of washing machine do you prefer most?
(a) Red
(b) Silver
(c) White(d) Any other Please Specify.....................................
4. Which type of Washing Machine do you like to use?
(a) Front Loading
(b) Top Loading
(c) Semi Automatic
5. Which attributes Influence your purchasing decision for
washing machine?(a) Steam wash
(b) Air bubble wash
(c) Foam Control
(d) 3D Wash system
6. Are you aware about Fully Automatic Top Loader/ Front Loader
IFB washing machine?
(a) Yes(b) No
7. How do you take purchase decision while purchasing washing
machine?
(a) Own Decision
(b) Brand Loyalty
(c) Peer suggestion
(d) Brand awareness
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8. To what extent warranty period and other sales services effect
your purchase decision?
(a) Very much
(b) Till some extent(c) Doesnt matter
9. Which mode of purchasing would you like to adopt to buy new
washing machine?
(a) Retailer
(b) Online
(c) Exclusive showroom
(d) Other10. Who is the decision maker to buy washing machine?
(a) Self
(b) Husband
(c) Wife
(d) Any other Please specify.............................................
11. Who is user of washing machine in your family?
(a) Wife(b) Maid
(c) Other Please Specify.......................................................
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Questionnaire
Name.
Location...Phone No.................................................................................
Age- (1) 18-28 ( ) (2) 29-39 ( ) (3) 40-50 ( ) (4)
Above 50 ( )
Gender - (1) Male ( ) (2) Female ( )
Income- 15000-25000( ) 25000-35000( ) Above 35000()
Microwave Oven
1. Which brand do you choose while buying microwave oven?
(a) LG(b) IFB
(c) Samsung
(d) Any other Please specify..........................
2. Which attributes do you look for purchasing microwave oven?
(a) Quality
(b) Price
(c) Brand(d) Any other........................................
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3. Which colours of microwave oven do you prefer most?
(a) Red
(b) Silver
(c) White(d) Any other Please Specify.....................................
4. Which type of microwave oven do you like to use?
(a) Solo
(b) Grill
(c) Convection
(d) Solar Dom
5. Which attributes Influence your purchasing decision formicrowave oven?
(a) Healthy cooking
(b) Start-Up Kit
(c) More auto cook menu
(d) Cookery Classes
6. Are you aware about microwave oven of IFB?
(a) Yes(b) No
7. How do you take purchase decision while purchasing
microwave oven?
(a) Own Decision
(b) Brand Loyalty
(c) Peer suggestion
(d) Brand awareness
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8. To what extent warranty period and other after sales services
effect your purchase decision?
(a) Very much
(b) Till some extent(c) Doesnt matter
9. What mode of purchasing would you like to adopt to buy new
microwave oven?
(a) Retailer
(b) Online
(c) Exclusive Showrooms
(d) Other10. Who is the decision maker to buy microwave oven?
(a) Self
(b) Wife
(c) Husband
(d) Any other Please specify.............................................
11. Who is user of microwave oven in your family?
(a) Wife(b) Maid
(c) Mother
(d) Other Please Specify......................
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