Chapter – I
Introduction and Design of the study
1.1.
INTRODUCTION :
The economic development of a country to a large extend depends on techno technolog logica icall develo developm pment ent.. The techno technolog logica icall develo developme pment nt in all fields is necessary. The looking had been developed to a high level. Here we are going to study about the induction stove which plays an important role in the cooking. The induction stove also have been developed by the technology. The consumer preference in selecting induction stove had become very tough. As every company is introducing their induction stove with more features and with a best performance which is more important for creating a good name in the induction stove market. In every country in induction stove companies are trying to produce the indu induct ctio ion n stov stovee with with feat feature uress whic which h sati satisf sfie iess the the cons consum umer er.. Ever Every y company is using more technology as possible to attract the consumers. Hence here we are going to study about the consumer preference and attitude towards induction stove.
1
1.2. USES OF INDUCTION STOVE IN COOKING:
An induction cooker uses induction heating for cooking. Unlike othe otherr form formss of cook cookin ing g heat heat is gene generat rated ed direc directl tly y in the the pot pot or pan pan (cook (cookin ing g vess vessel el), ), as oppo oppose sed d to bein being g gene genera rate ted d in the the stove stoveto top p by electrical coils or burning gas. To be used on an induction cooker, a cooking vessel must be made of a ferromagnetic metal. In an induction cooker, a coil of copper wire is placed underneath the cooking pot. An alternating electric current flows through the coil, whic which h produ produce cess an osci oscill llat atin ing g magn magnet etic ic fiel field. d. This This fiel field d indu induce cess an electric current in the pot. Current flowing in the metal pot produces resistive heating which heats the food. While the current is large, it is produced by a low voltage.
1.3. STATEMENT OF THE PROBLEM
Economic development of any nation to a large extend depends upon the development of the technology in that country. The success depe depend ndss upon upon the the tech techno nolo log gy deve develo lopm pmen entt in the nati nation on.. If the technology is developed in every source then the consumer’s role in selecting selecting induction induction stove will will be tougher. Since a study cannot be made made in indu induct ctio ion n stov stove, e, so we feel feel a “stu “study dy abou aboutt cons consum umer er pref prefere erenc ncee 2
1.2. USES OF INDUCTION STOVE IN COOKING:
An induction cooker uses induction heating for cooking. Unlike othe otherr form formss of cook cookin ing g heat heat is gene generat rated ed direc directl tly y in the the pot pot or pan pan (cook (cookin ing g vess vessel el), ), as oppo oppose sed d to bein being g gene genera rate ted d in the the stove stoveto top p by electrical coils or burning gas. To be used on an induction cooker, a cooking vessel must be made of a ferromagnetic metal. In an induction cooker, a coil of copper wire is placed underneath the cooking pot. An alternating electric current flows through the coil, whic which h produ produce cess an osci oscill llat atin ing g magn magnet etic ic fiel field. d. This This fiel field d indu induce cess an electric current in the pot. Current flowing in the metal pot produces resistive heating which heats the food. While the current is large, it is produced by a low voltage.
1.3. STATEMENT OF THE PROBLEM
Economic development of any nation to a large extend depends upon the development of the technology in that country. The success depe depend ndss upon upon the the tech techno nolo log gy deve develo lopm pmen entt in the nati nation on.. If the technology is developed in every source then the consumer’s role in selecting selecting induction induction stove will will be tougher. Since a study cannot be made made in indu induct ctio ion n stov stove, e, so we feel feel a “stu “study dy abou aboutt cons consum umer er pref prefere erenc ncee 2
towards induction stove with reference to Tuticorin town” as a good topic for study.
1.4. NEED FOR THE STUDY
The consumer is the king in the market. It is more important to satisfy the consumer. So it is important to study about the consumer’s preference and attitude. The need for the study is as follows. 1. To know know about about the the consume consumers rs attitu attitude de 2. To know know what what the consumers consumers expect expect from from the producers. producers. 3. To increa increase se the the standard standard of of the produ product. ct. 4. To
strengt ngthen
the
relationship
between
consumers
and
producers 5. To increase increase the the knowledge knowledge about about the the market market conditio conditions. ns. 6. To know know the the sales sales volum volumee of the the company company 7. To know know the lim limita itatio tions ns of the com company pany
1.5. SCOPE OF THE STUDY
This study is an attempt to study about the consumers’ preference towards induction stove in Tuticorin town. 3
1.6. OBJECTIVES OF THE STUDY
1. To study study about the features features of of the inducti induction on stove stove which which satisfies the consumers 2. To know which which model model inductio induction n stove is is most preferred preferred by by the consumers. 3. To study study about the problem problemss faced by by the consum consumers ers in using using induction stove 4. To know the suggesti suggestion on of consume consumers rs about their induction induction stove 5. To know the the consumers consumers attitude attitude in in choosing choosing induction induction stove.
1.7. METHODOLOGY AND TOOLS USED
This study is based on survey method. Primary data are collected from the field directly by using an interview schedule. The interview schedule was constructed by the study group. A pretest was conducted with 50 respondents having induction stove who were located in different areas in Tuticorin Town. The interview was modified on the basis of pretest. Classification tables, percentages, bar charts, pie charts, exploded 4
pie charts, drought nut charts; line charts, cylindrical and pyramid shaped shap ed bar charts are being used in this project study.
1.8. SAMPLING DESIGN
Study group selecting 50 respondents in the study area by adopting random sampling techniques.
1.9. FIELD WORK AND DATA COLLECTION
Field work of this study was carried on by the study group. It was conducted during the period from Dec 2010 to March 2011 covering a period of 4 months. The study group has used interview schedule for collecting data from the consumers. The consumers were interviewed by the study group generally during their leisure time. The interview was quite normal and conducted through casual conversation in Tamil and was recorded by the study group. Care was taken to ensure completeness and accuracy of the information.
1.10. DATA PROCESSING
5
After the completion of data collection, the filled up interview schedules were edited properly. Then classification tables were prepared for each function of the question and classification tables are taken directly for analysis
1.11. LIMITATIONS OF THE STUDY
The study group has prepared detailed interview schedule and collected data from consumers. This study covers the consumers of the Tuticorin city only. Findings of this study may not be applicable to other consumers belonging to other cities. The period given for collecting the data is very short. This data is collected only from 50 respondents only. So the data collected does not represent the total consumers and it cannot be very accurate.
1.12. CHAPTER SCHEME
This report is organized and presented in five chapters The first chapter discusses the introduction and design of the study. It covers introduction , uses of induction stove in transport, statement of problems, need for the study, scope of the study, objectives of the study, methodology and tools used. Sampling design, field work and data 6
collection, data processing, limitations of the study and chapter scheme are included in this chapter. The second chapter discusses the consumer preference and attitude towards induction stove market, problems of induction stove owners. The third chapter discusses the recent features and development induction stove. In the fourth chapter an attempt is made to analyse and interpret the data collected from the field. The last and Fifth chapter presents a summary of the findings and suggestions towards consumer’s preference in induction stove.
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CHAPTER - 2 CONSUMER PREFERENCE AND ATTITUDE TOWARDS INDUCTION STOVE 2.1. INTRODUCTION
In the present age of liberalisation, Privatilation and globalisation, host of changes have taken place because of development activities. The whole of the profile of Indian markets have witnessed manifold changes particularly in the last decade. The mass communication has also changed the whole theory and concept of marketing. The marketers, who were concentrating only on urban consumers, have started to shift their target towards rural markets too. Increasing awareness of new products and flooded market have made consumer choosier, thereby, consumers perceptional values have been changing very fast. Nowadays, it has become inevitable to find a place in an individual. The consumers perceptional frame work for the survival of the product.
2.2. HISTORICAL PERSPECTIVE
Induction equipment may be a built-in hob, part of range, or a standalone hob unit. Built-in and range top units typically have multiple elements, the equivalent of separate burners on a gas-fueled range. Standalone induction “modules” are usually single-element, or sometimes have 8
dual elements. All such elements share a basic design; and electromagnet sealed beneath a heat – resisting glass – ceramic sheet that is easily cleaned. The pot is placed on the ceramic glass surface and begins to heat up, along with its contents. In Japan, some models of rice cookers are powered by induction. In Hong Kong, power companies list a number of models. Asian manufactures have taken the lead in producing inexpensive singleinduction-zone hobs; efficient, low-waste-heat units are advantageous in densely populated cities with little living space per family, as are many Asian cities. Induction cookers are less frequently used in other parts of the world. Induction ranges may be applicable in commercial restaurant kitchens. Electric cooking avoids the cost of natural gas piping and in some jurisdictions may allow simpler ventilation and fire suppression equipment to be installed. Drawbacks for commercial use include higher initial cost and the requirement for magnetic cookware.
2.3. REVOLUTION IN INDUCTION STOVE
The market for induction stoves is dominated by German manufactures, such as AEG, Bosch, Miele and Siemens. The Spanish company Fagor, Italian firm Smeg and Sweden’s Electrolux are also key 9
players in the European market. Prices range from about GBP 250 to 1,000 within the U.K, In 2006, Stoves launched the UK’s first domestic induction hob (cook top) on a range cooker at a range cooker at a slight lower cost than those imported. The European induction cooking market for hotels, restaurants and caterers is primarily satisfied by smaller specialist commercial induction catering equipment manufacturers such as Advents of France. Control induction of the UK and School of Germany. Taiwanese and Japanese electronics are the dominant players in induction cooking for East Asia. After aggressive promotions by utilities in HK like CLP power HK ltd, many local brands like UNIVERSAL icMagIC, Sansui, German pool also emerged. There power and ratings are
high,
more
than
2,800
watts.
manufacturers only sell domestically.
10
Some
Japanese
electronics
2.4 PROBLEMS OF INDUCTION STOVE OWNERS
The problems of induction stove owners differ with the Induction stove being used. The problems are as follows. 1. The most important problem of induction stove owners is power cut. 2. Cook ware must be compatible with induction heating 3. Glass and ceramics are un useable as are solid copper or solid aluminum cook ware. 4. Aluminum foil can melt onto the top and cause permanent damage or cracking of the top. 5. Some cooking techniques available when cooking over a flame are not applicable.
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CHAPTER 3 3.1 RECENT FEATURES AN DEVELOPMENT IN INDUCTION STOVE
Automatic shut off in absence of vessel or empty vessel.
Human voice alert system is also been introduced in the modern induction stoves.
Automatic indicator system is available in now a days in induction stove.
New technology is introduced in heat generation to get more time saving.
Flat clean elegant cook top up and controls.
Operational in Air conditioned environment.
Compact and portable.
Well designed internals to avoid ingress of water and insects.
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3.2.MODELS OF INDUCTION STOVE
SAFE •
•
No risk or fire or electrical Mishaps Auto switch off feature
CONVENIENT
13
•
Cook - no flame
•
Just wipe to clean
•
Portable to use anywhere
ENERGY EFFICIENT •
Directly heats the vessels
•
Twice as efficient as gas stoves
•
Thermostat control.
NICE-COOK INDUCTION STOVE
1. 1800W, 220V, 50Hz, 2. Self Detection of suitable cookware’s 3. Self detection of small objects such as knife, fork, and so on 4. Self detection of high or low current and switch off automatically. 5. Self detection of over-heat, and switch off automatically after beep. 6. Self detection of moving cookware and switch off automatically after beep. 14
7. Self detection of operating and if no operation it will give beep sound, and switch off automatically after one minute. 8. Special key for KEEP WARM AND SEPARTE KEY FOR SHOWING THE ELECTRICITY CONSUMPTION IN KWH 9. SIEMENS IGBT USED FOR LONG LIFE. 10. Auto Overheat protection system
Features of Induction Cooker:
1. Euro lab 2000W Induction Cook top 2. Cooks 2 times faster than a gas stove and is 20% cheaper to use. 3. Better thermal efficiency and controllability. 4. No direct heating element or flame - conducts heat to pot via high frequency magnetic fields. 5. Four-digit LED, intelligent touch control panel 6. Multiple protections, safe and reliable
15
7. CPU controls the heat stability and prolongs the lifespan of the cook top. 8. Custom settings for different types of cooking: Heat milk, Soup, Cooking, Chaffy dish 9. Special functions such as pre-set timer, timer, electricity consume check, and voltage check. 10. Seven-stage power adjustment, satisfy your different requirements
4.1) TABLE SHOWING THE RESPONDENTS ON THE BASIS OF SEX S.No
Sex
No of respondents
Percentage
1
Male
17
34%
2
Female
33
66%
Total
50
100%
Interpretation
The above table shows that 17% of the respondents are males and 66% of the respondents are female. The same is shown in the diagram.
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CHART SHOWING THE RESPONDENTS ON THE BASIS OF SEX
17
4.2) TABLE SHOWING THE RESPONDENTS ON THE BASIS OF AGE S.No
Age
No of Respondents
Percentage
1
Upto 20
10
20%
2
21 to 30
20
40%
3
31 to 40
15
30%
4
41 and above
5
10%
50
100%
Total
Interpretation
Table shows the respondents upto 20 years are 20% and 21 to 30 years are 40%. 31 to 40 are 30%. 41 and above are 10%. The same is shown in the diagram.
18
CHART SHOWING THE RESPONDENTS ON THE BASIS OF AGE
19
4.3) TABLE SHOWING THE RESPONDENTS ON THE BASIS OF EDUCATIONAL QUALIFICATION
S.No
Educational Qualification
No of Respondents
Percentage
1
Below S.S.L.C
5
10%
2
S.S.L.C.
4
8%
3
H.S.S.
3
6%
4
Graduate
28
56%
5
Professional graduate
10
20%
Total
50
100%
Interpretation
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It can be seen from the above table that out of the respondents 20% are post graduates. 56% are under graduates, 6% respondents are higher secondary, 8% respondents are S.S.L.C, 10% respondents are below S.S.L.C.
CHART SHOWING THE RESPONDENTS ON THE BASIS OF EDUCATIONAL QUALIFICATION
21
4.4) TABLE SHOWING THE RESPONDENTS ON THE BASIS OF MARITAL STATUS
S.No
Marital status
No of
Percentage
respondents 26
52%
1
Married
2
Unmarried
24
48%
Total
50
100%
Interpretation
It seen that from the table out off 52 respondents 52% are married where as the remaining 48% are unmarried.
22
CHART SHOWING THE RESPONDENTS ON THE BASIS OF MARITAL STATUS
23
4.5) TABLE SHOWING THE RESPONDENTS ON THE BASIS OF SIZE OF FAMILY
S.No
Size of Family
No of respondents
Percentage
1
Upto 3 Members
16
32%
2
3 to 5 Members
27
54%
3
above 5 Members
7
14%
Total
50
100%
Interpretation
The above table shows that out 50 respondents 32% consist of upto to 3 members 54% consist of upto 3 to 5 members, 14% consist above 5 members in a family.
24
CHART SHOWING THE RESPONDENTS ON THE BASIS OF SIZE OF FAMILY
25
4.6) TABLE SHOWING THE RESPONDENTS ON THE BASIS OF OCCUPATION
S.N o 1 2 3 4
Occupation
No of respondents 30 4 14 2 50
Salaried People Professional Business Others Total
Percentage
60% 8% 28% 4% 100%
Interpretation
The above table shows that 60% of the respondents are salaried people 8% of the respondents are professionals, 28% of the respondents are doing business, 4% of the respondents are other’s.
26
CHART SHOWING THE RESPONDENTS ON THE BASIS OF OCCUPATION
27
4.7) TABLE SHOWING THE RESPONDENTS ON THE BASIS OF MONTHLY INCOME
S.No
1 2 3 4
Monthly income
No of respondents 8 18 10 14 50
Less then Rs 5000 5001 to 10,000 10,001 to 15,000 above 15,00 Total
Percentage
16% 36% 20% 28% 100%
Interpretation
The above table shows that 16% of the respondents earn less than Rs.5000. 36% earn 5,001 to 10,000. 20% earn 10,001 to 15,000. 28% earn above 15.000.
CHART SHOWING THE RESPONDENTS ON THE BASIS OF MONTHLY INCOME
28
29
4.8) TABLE SHOWING THE RESPONDENTS ON THE BASIS OF PREFERENCE OF COMPANY S.No
1 2 3 4 5
Company
No of respondents 8 15 2 18 7 50
Pigeon Preethi Bajaj Butterfly Other’s Total
Percentage
16% 30% 4% 36% 14% 100%
Interpretation
The above table shows 16% of the respondents use pigeon company induction stove. 30% of the respondents use preethi company induction stove. 4% of the respondents use Bajaj induction stove. 36% of the respondents use Butterfly company induction stove. 14% of the respondents use other companies.
CHART SHOWING THE RESPONDENTS ON THE BASIS OF PREFERENCE OF COMPANY 30
31
4.9) TABLE SHOWING THE RESPONDENTS ON THE BASIS OF TYPE OF INDUCTION STOVE
S.No
1 2 3
Types
No of
respondents 12 32 6 50
Feather touch Button Type Tunor type Total
Percentage
24% 64% 12% 100%
Interpretation
The above table clearly shows that out of 50 respondents 24% uses feather touch, 64% uses button type, 12% uses tuner type.
32
CHART SHOWING THE RESPONDENTS ON THE BASIS OF TYPE OF INDUCTION STOVE
33
4.10) TABLE SHOWING THE RESPONDENTS ON THE BASIS OF REASON FOR BUYING
S.No
Reason for buying
No of respondents
Percentage
1
fast cooking
22
44%
2
Gas shortage
17
34%
3
low cost
6
12%
4
within budget
5
10%
50
100%
Total
Interpretation
The above table clearly shows the out of 50 respondents 44% of the respondents purchasing for fast cooking, 34% are purchasing for gas shortage, 12% are purchasing for low cost, 10% are purchasing for within budget.
34
CHART SHOWING THE RESPONDENTS ON THE BASIS OF REASON FOR BUYING
35
4.11) TABLE SHOWING THE RESPONDENTS ON THE BASIS OF MOTIVATION FOR BUYING
S.No
1 2 3 4
Motivation for buying
Advertisement relation friends other’s Total
No of
Percentage
respondents 23 13 12 2 50
46% 26% 24% 4% 100%
Interpretation
The above table shows that 46% of the respondents buy their induction stove on motivation of advertisement. 26% of the respondents buy their induction stove on motivation of relation. 24% for the motivation of friends. 4% of the respondents buy their induction stove on motivation of other’s advice.
36
CHART SHOWING THE RESPONDENTS ON THE BASIS OF MOTIVATION FOR BUYING
37
4.12) TABLE SHOWING THE RESPONDENTS ON THE BASIS OF PURCHASE DECISION
S.No Purchase decision 1 yourself 2 spouse 3 collectively Total
No of respondents 29 11 10 50
Percentage 58% 22% 20% 100%
Interpretation
The above table clearly shows that out of 50 respondents, 58% took decision by themselves. 22% consider spouse decision, 20% collective decisions.
38
CHART SHOWING THE RESPONDENTS ON THE BASIS OF PURCHASE DECISION
39
4.13) TABLE SHOWING THE RESPONDENTS ON THE BASIS OF ADVERTISEMENT MOTIVATION
S.No
Ad. motivation
No of
Percentage
1
Yes
respondents 28
2
No
22
44%
Total
50
100%
56%
Interpretation
The above table shows that 56% of the respondents buy their induction stove on motivation of advertisement and remaining 44% are not motivated by the advertisement.
40
CHART SHOWING THE RESPONDENTS ON THE BASIS OF ADVERTISEMENT OF MOTIVATION
41
4.14) TABLE SHOWING THE RESPONDENTS ON THE BASIS OF CHEAP AND BEST COMPANY
S.No cheap and best company
1 2 3 4 5
Pigeon preethi Bajaj Butterfly other’s Total
No of
Percentage
respondents 5 12 6 19 8 50
10% 24% 12% 38% 16% 100%
Interpretation
The above table shows that 10% of the respondents cheap and best company of pigeon, 24% for preethi, 12% of Bajaj, 38% of Butterfly, 16% of other’s.
CHART SHOWING THE RESPONDENTS ON THE BASIS OF CHEAP AND BEST COMPANY 42
4.15) TABLE SHOWING THE RESPONDENTS ON THE BASIS OF SAFETY MEASURES 43
S.No
Safety measures
No of respondents
Percentage
1
Child lock
10
20%
2
automatic shut off
40
80%
Total
50
100%
Interpretation
The above table shows that 20% of the respondents buy their induction stove for the safety measure of child lock, 80% of automatic shut off.
CHART SHOWING THE RESPONDENTS ON THE BASIS OF SAFETY MEASURES 44
4.16) TABLE SHOWING THE RESPONDENTS ON THE BASIS OF CHANGE THE BRAND
45
S.No
change the brand
No of respondents
Percentage
1
Yes
10
20%
2
No
40
80%
Total
50
100%
Interpretation
The above table shows that 20% of the respondents wants to change the brand, 80% of the respondents don’t like to change the brand.
46
CHART SHOWING THE RESPONDENTS ON THE BASIS OF CHANGE THE BRAND
47
4.17) TABLE SHOWING THE RESPONDENTS ON THE BASIS OF YEARS OF USING
S.No
Year’s of using
No of respondents
Percentage
1
Less then 1 year
30
60%
2
above 2 year
20
40%
Total
50
100%
Interpretation
The above table shows that 60% of the respondents using induction stove less than 1 year 40% of the respondents using induction stove above 2 years.
48
CHART SHOWING THE RESPONDENTS ON THE BASIS OF YEARS OF USING
49
4.18) TABLE SHOWING THE RESPONDENTS ON THE BASIS OF CAPACITY OF WATTS
S.No
Capacity of watts
No of respondents
Percentage
1
1800 watts
11
22%
2
2000 watts
31
62%
3
2100 watts
8
16%
Total
50
100%
Interpretation
The above table shows that 22% of the respondents use 1800 watts of induction stove 62% of the respondents use 2000 watts of induction stove 16% of the respondents use 2100 watts of induction stove.
50
CHART SHOWING THE RESPONDENTS ON THE BASIS OF CAPACITY OF WATTS
51
4.19) TABLE SHOWING THE RESPONDENTS ON THE BASIS OF SATISFACTION OF INDUCTION STOVE
S.No
Year’s of using
No of respondents
Percentage
1
Yes
41
82%
2
No
9
18%
Total
50
100%
Interpretation
The above table shows that 82% of the respondents are satisfied by the performance of their induction stove. 18% of the respondents are not satisfied by the performance of their induction stove. The same is show in diagram.
52
CHART SHOWING THE RESPONDENTS ON THE BASIS OF SATISFACTION OF INDUCTION STOVE
53
CHAPTER – 5 FINDINGS, SUGGESTIONS & CONCLUSION
5.1 FINDINGS
34 % Male respondents use induction stove and 66 % Female respondents use induction stove
52 % Married persons used Induction stove
60 % Salaried people used induction stove
30 % of the respondents used preethi induction stove
64 % of the respondents used button type induction stove
44 % of the respondents used induction stove for fast cooking
46 % of the respondents are motivated by the advertisement for buying
58 % of the purchase decision are taken by the respondents their own self
56 % of the respondents are motivated by the advertisement
54
38 % of the respondents used butterfly induction stove for cheap and best
80% respondents use induction stove for the safety measure of child lock.
80 % of the respondents don’t want to change the induction stove
60 % of the respondents used induction stove less than 1 year
62 % of the respondents used 2,000 watts capacity of induction stove
82 % of the respondents are satisfied by the performance of their induction stove.
55
5.2
SUGGESTIONS:-
Now a days the induction stoves were not buyable for luxury but it becomes necessary for many people. So, every family wants to have an own induction stove. It is possible only by the attitude of government electric policy. So the government can reduce the rate and other taxes.
The government can give uninterrupted power supply to every home.
The induction stove manufactures can take steps to reduce the cost of induction stove. The manufacturer can also do some research to increase the power consumption of the induction stove.
To encourage the manufacturers to produce induction stove lighter in weight and cheaper in price and the government should reduce the rate of duties.
The government should encourage the manufactures to produce battery operated induction stoves.
56
5.3. CONCLUSION
Now a days induction stoves are essential for day to day human life. So, all have a dream of buying induction stove. It can come true within a very short period of time because more number of induction stove companies were started in India. The buying capacity of induction stove shows the developing economic status of the country. In view of the above discussion it can be very safely said that the “consumer satisfaction towards induction stove positively enhance the sale of the induction stove”. Hence it is the opportunity for the companies for making their almost efforts to improve the production and sale of induction stove.
57
BIBLIOGRAPHY
Books:
1. Modern cooking by Philip Kotler 2. Home appliances market by James stev Magazines:
1. Business today 2. Women’s Era Websites:
www.preethi.com www.butterfly.com www.wikipedia.com 58
