SUMMER INTERNSHIP REPORT ON
“Consumer Buying Behaviour of Godrej Appliances”
SUBMITTED BY Maman Panda Regd. No. – 080699504 0806995043 3
UNDER THE GUIDANCE OF
Prof. Kailash ch.Nayak
Mr. Niladri S. Chatterjee
Faculty of Marketing,
Dy.Manager, Direct sales,
NIBA, Bhubaneswar
Appliance Division, Godrej & Boyce Mfg. Co. Ltd Bhubaneswar
NIIS INSTITUTE OF BUSINESS ADMINISTRATION(NIIS.) Approved by AICTE, Ministry of HRD, Govt. of India
BIJU PATNAIK UNIVERSITY OF TECHNOLOGY 1
ACKNOWLEDGEMENT I am indebted to Mr. Niladri S. Chatterjee , Dy. Manager, Direct Sales, Appliance division, Godrej & Boyce Mfg. Co. Ltd. Bhubaneswar, for giving me an opportunity to work as a summer project trainee in this esteemed orga organi niza zati tion on.. Hi His s know knowle ledg dge e and and expe experi rien ence ce was a great motivating factor. This effort would not have been possible without his able, effici efficient ent,, valuab valuable le and timely timely advic advice, e, ins insigh ights ts and thoughts. I am very much thankful to sir for his valuable guidance and support. I take this opportunity to express my heartfelt Prof. Kailash Kailash grat gratit itud ude e to my facu facult lty y guid guide e Prof. ch. nayak , Facult Faculty y of Marke Marketin ting, g, Niis Niis Institu Institute te Of Business Administration, Biju Patnaik University Of Technology(BPUT). I am thankful to si sirr for for hi his s valu valuab able le su supp ppor ortt and and guid guidan ance ce throughout the project. I am also thankful to Mr.Pradeep Das, Direct sales, Godrej Appliance for his assistance and sup su pport, I am equa equall lly y gratefu tefull to each each and every member of Godrej & Boyce Mfg. Co. Ltd. ,Bhubaneswar for their whole-hearted co2
operation in completing stipulated time.
this
project
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I extend my sincere thanks to all Distributors, Wholesalers who helped me for my project. Last but not the least, I would like to thank my family members and friends whose unbounded support facilitated the successful completion of the project.
DECLARATION I, Maman Panda of 1st Year MBA, Niis Institute Of Business Administration, Biju Patnaik University Of Technology(BPUT) , hereby decla eclare re tha that the the project ject titl title ed “Consumer Buying Buying Behavi Behaviour our of Godrej Godrej Applia Appliance nces” s” was done by me under the guidance of Prof. Kailash Ch. Nayak , Faculty of Marketing, Biju Patnaik University, Mr. Niladri S. Chatterjee , Dy.Ma Dy.Manag nager, er, Direct Direct sales, sales, Applia Appliance nce Divisi Division, on, Godrej & Boyce Mfg. Co. Ltd , Bhubaneswar, during 27th June, 2009 to 14th August, 2009.
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I also declare that this project has not been submitted for the award of any other degree, diploma, literature or recognition earlier.
Place: Bhubaneswar Date: (Regn: 0806995043)
TABLE OF CONTENT 1.Executive Summary 2.Introduction to project 3.Introduction to company 4.Corporate Profile 5.Godrej group of company 6.Consumer Buying Behaviour 4
7.Data analysis & interpretation 8.Findings 9.Recommendation 1o.Questionnaries 11.References
Executive Summary (A) Project Title “Consumer Buying Behaviour of Godrej Appliances in the Bhubaneswar Market”. (B) Project Location Godrej & Boyce Mfg. Co. Ltd. - Appliances Division, Bhubaneswar. (C) Objectives 1.To know the reach of the Godrej Appliances in different private orga organi niza zati tion ons, s, inst instit itut utio ion, n, go govt vt., ., ho home mess etc etc and and who who is thei their r competitor, who is the market leader etc. 5
2. Desc Descri ribe be the the leve levell of invo involv lvem emen entt and and type typess of cons consum umer er problem-solvingprocesses. 3.Recognize the stages of the consumer buying decision process. 4. Explain how situational influences may affect the consumer buying decision process. 5. Unde Unders rstan tand d the the psyc psycho holo logi gica call influ influenc ences es that that may affect affect the the consumer buying decision process. 6. Be familiar with the social influences that affect the consumer buying decision. (D) Research Methodology The research was mainly of primary research research consisting of descriptive research and exploratory research. The secondary research consisted of literature search and Internet search.
Introduction to Project i. Scope of Project •
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The very purpose which the company has laid down has given us enough guidelines to design the scope of the project. The project would discuss: The market share of Godrej Appliances in different sectors, to find out the competitor and market leader in this category. Which factor influence the selling, what the institution and consumer looks before they purchase the Godrej Appliances. How Godrej can increase the market share .
ii. Limitations
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Retailers never had the luxury of time to offer, therefore therefore our conversation was brief. It would be unfair if we fail to mention that, some retailers were very helpful and Cooperative. •
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The institution survey sometimes experienced reduced seriousness. The no. of Appliances and the brand they were using sometimes sometimes were given in approximation approximation by the person answered as he/she was not the concerned authority. authority. The no of institution surveyed might not be the correct representation representation of the market.
iii. METHODOLOGY
I did my project in two phases one was exploratory survey and other was descriptive survey. Exploratory Research
Exploratory Research was done before I started my descriptive research in order to get the detailed idea about the consumer appliances industry. This was also necessary for finding about the data related to the other brands in appliance. Some of the main objectives for doing Exploratory Research Research are mentioned below: •
Study of literature published on consumer appliance industry.
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Identifying Identifying competitors competitors and their details.
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Research on innovations of other brands in appliance segment. Observation of display of merchandise merchandise and in-store promotions of other brands. In depth interview of retailers and the company representative. Descriptive Research
Descriptive research research was done in Bhubaneswar over one month. This was done using the structured questionnaire.
INTRODUCTION TO THE COMPANY We are today one of the largest engineering and consumer products company in the country having varied interests from engineering to personal care products. We are also one of the most respected corporate houses known for our philanthropy and initiation of labour reforms besides being recognized for our values of fair, transparent and ethical dealings. 8
Godrej India has seen both the post and pre independence days as it got established in 1897. It started its business with locks manufacturing manufacturing and at present it a provider of wide variety of services in India, like doors, furniture, locks, software development, beverages, chocolates, chemicals for industries, home appliances etc. The website on different associates gives full details on the dealers, their locations and maintenance tips on each product manufactured manufactured by Godrej India. Godrej has captured a consumer market in India at large scale with its brands like Soaps, Toiletries, Hair Care, Household Care, Fabric Care, Baby Care and Keyline Brands. Godrej and Boyce ltd deals in both the consumer products as well as industrial products. Both have wide ranges of products in it. From appliances to personal care in consumer products while the storage solution, machine tool service, agro products, chemicals etc comes in the industrial products category. Recently it has announced to increase the number of retail stores from 49 to 100 by 2010. Investment of Rs 20 crore will be made to make it a success. refrigerators, washing Godrej Appliances Ltd. brings out refrigerators, machines, air-conditioners, air-conditioners, microwave ovens, and DVD players in India with the latest technology. Every consumer good comes with price range and variety to serve absolutely all the strata of the society. Fully sensing the need and demand of the market of IT in India Godrej Infotech Limited provides IT solutions like the development of software, e solutions development, customization customization & ERP. It also provides database outsourcing and consultancy services Godrej Industries ltd. manufactures Oleo chemicals. Over two dozens of industries in India use the chemicals made by Godrej industries. They all in all make more than hundred of such chemicals. Besides this it also produces edible oil, vanaspati and bakery fats, and deals in medical diagnostic and real estate. The 9
name of this associate was Godrej Soaps Limited till March 31, 2001. It is big exporter of products to 40 different countries. countries. Product has quality that of international standard and yet at competitive price. Company's' profile shows that Godrej Properties ltd a real estate arm of Godrej Group is doing wonders in residential sector in India. it is coming up with property project in Bangalore. The projects worth Rs. 850 crore under the name of Godrej Woodsman Estate. It has 840 two and three bedroom apartments with all the modern facilities. It is trying hard to capture the residential real estate market in Bangalore. Earlier it constructed apartment in Mumbai and Pune. Godrej Beverages and Foods Ltd., an associate of Godrej Industries has shaken hands with The Hershey Company of North America (leading name in Chocolate and confectionery) to make and distribute confectionaries, confectionaries, beverages and snacks across the India. Godrej Sara lee ltd. manufactures products those save you and your loved one. Like mosquito repellents, goodnight, hit, jet etc are manufactured by Godrej Sara Lee Limited. Godrej Group is a name that works with quality and supply Consumer Durable goods like doors, Almirahs, furniture, home appliances, Industrial Products like chemicals, Real Estate Projects like Residential Apartments in Bangalore, Pune and Mumbai, Agri Products and so on. Godrej has workforce of approximately 20,000 to fulfill its aim and vision and has left no stone unturned to reach at the zenith. India with 400 million populations uses at least one product of Godrej in a day. With one more flag of Godrej Properties in Godrej Group it will really command the real estate in India. Corporate Profile
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The Company celebrated celebrated its centenary in 1997. In 1897 a young man named Ardeshir Godrej gave up law and turned to lockmaking. Ardeshir went on to make safes and security equipment equipment of the highest order, and then stunned the world by creating toilet soap from vegetable oil.
Ardeshir Godrej
Pirojsha Godrej
His brother Pirojsha Godrej carried Ardeshir's dream forward, leading Godrej towards becoming a vibrant, multi-business enterprise. enterprise. Pirojsha laid the foundation for the sprawling industrial garden township (ISO 14001- certified) certified) now called Pirojshanagar in the suburbs of Mumbai. Godrej touches the lives of millions of Indians every day. To them, it is a symbol of enduring ideals in a changing world.
Mission & Vision:-
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Mission:-
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Godrej Mission is to operate in existing and new businesses which capitalize on the Godrej brand and corporate image of reliability and integrity. Godrej objective is to delight our customer both in India and abroad. We shall achieve this objective through continuous improvement improvement in quality, cost and customer service. We shall strive for excellence by nurturing, developing and empowering empowering our employees and suppliers. •
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We shall encourage an open atmosphere, conducive to learning and team work.
Values:-
Commitment Commitment to Quality Customer Orientation Dedication & Commitment Discipline Honesty & Integrity Learning Organisation Openness & Transparency Transparency Respect/Care & Concern for People TeamworkTrust •
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Incorporation Established in 1897, the Company was incorporated with limited liability on March 3, 1932, under the Indian Companies Act, 1913. 13
Sales-Subsidiaries and Affiliates The Comp The Compan any y is on onee of the the larg larges estt priv privat atel elyy-he held ld dive divers rsif ifie ied d indust industri rial al corpor corporati ations ons in India. India. The combin combined ed Sales Sales (incl (includi uding ng Excise Duty) of the Company, its subsidiaries and affiliates, during the Fiscal Year ended March 31, 2008, were about Rs. 90,000 million (US$ 1,900 million).
Board of Directors Chairman & Managing Director: J. N. Godrej Other Executive Directors: P. D. Lam, K. A. Palia, V. M. Crishna, A. G. Verma Non-executive Directors: Directors: A. B. Godrej, N. B. Godrej, K. N. Petigara, B. A. Hathikhanavala,F. Hathikhanavala,F. P. Sarkari, P. P. Shah, A. Ramachandran
Shareholders Since its inception, the Company is controlled by the GODREJ family based in Mumbai, India. Its shares are not listed on any Stock Exchange. About one-fourth of the Company's share capital is held by Pirojsha Godrej Foundation, a public charitable trust.
Branches (Sales & Service) And Branded Retail Chain (Godrej Lifespace) •
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Mumbai, Ahmedabad, Bhopal, Dombivli, Indore, Jabalpur, Nashik, Pune, Raipur, Thane New DelhiI, Chandigarh, Faridabad, Ghaziabad, Gurgaon, Jaipur,Jalandhar, Jaipur,Jalandhar, Jammu, Kanpur, Lucknow, Noida Chennai, Bangalore, Coimbatore, Hyderabad, Kochi, Secunderabad,Trivandrum, Secunderabad,Trivandrum, Visakhapatnam Kolkata , Bhubaneswar, Guwahati, Ranchi, Patna The Company has a network of 60 Company-operated Company-operated GODREJ LIFESPACE Retail Stores, more than 2,200 14
Wholesale Dealers, Dealers, and more than 18,000 Retail Outlets. The Company has Representative Offices in Sharjah (UAE), Riyadh (Saudi Arabia) and Guangzhou (China-PRC). Employees
10,200 (including 2,000 in Sales and Service)
Bankers Central Central Bank of India, India, Union Bank of India, Citibank N.A., ICICI Bank Ltd., State Bank of Patiala, and Axis Bank Ltd.
Appliances 1958 -1st Indian Company to manufacture Refrigerators. 1987 19 87 - Pion Pionee eere red d PUF PUF (Pol (Polyu yure reth than anee Foam Foam)) Tech Techno nolo logy gy in Indi India. a. 1989 - First company to introduce PUF ( Polyurethane Foam) 1989 19 89 - Intr Introd oduc uces es Indi India' a'ss firs firstt and and on only ly 10 100% 0% CFC, CFC, HCFC HCFC,, HFC HFC free free refrigerators 1989– First company to sell 10 million appliances 1994 - 1st Company in India to sell 10 million appliances. 1995-Obtains ISO 9001 Certification 1996 - Launches Washing Machines by commissioning a new manufacturing set-up set-up at Shirwal Shirwal – State-of State-of-art -art Manufactur Manufacturing ing Plant starts starts operation operation at mohali.1997 - Launches Air Conditioners Conditioners - Obtains ISO 14001 14001 certification. 2000 - First Durable Company in India to launch Branded Customer Service SMARTCARE 2001 200 1 - Launch Launches es Pentac Pentacool ool Refrig Refriger erato ators rs with with Revolu Revolutio tionar nary y Five Five Side Side Cooling. 15
2002 - 1st and only Company in India to make its Entire Refrigerator Range Green (100% CFC, HCFC & HFC free). 2004 - Godrej Refrigerator awarded the Super Brand Status. Declared No. 1 in Businessworld Consumer Delight Survey. 2005 - Launches Microwave Ovens and DVD players. Declared the Most Preferred Brand in CNBC Awaaz Consumer Awards. 2006 - Launches Eon Refrigerators with Cool Shower Technology that are adjudged the Best Design in Consumer Durables Category at Businessworld NID Design Awards. - 1st Company in India to introduce Steam Microwave - Declared the Most Trusted Refrigerator Brand in India by Reader’s Digest. 2007 - Godrej Refrigerators win ‘Trusted Brand – Gold’ award for the second consecutive year from Readers Digest consumer survey - Godrej Refrigerators adjudged ‘Most Preferred Brand’ award for the third consecutive year as per the CNBC Consumer Awaaz Survey
GODREJ GROUP OF COMPANIES
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Godrej and Boyce Mfg. Co. Ltd Godrej & Boyce manufactures a spectrum of consumer products and industrial products. The Consumer products include Appliances (Refrigerators, Washing Machines, Air Conditioners, Microwaves, and DVD Players), Locks, Furniture, Security Equipment, Office Auto Automa mati tion on,, Conf Confer eren enci cing ng Solu Soluti tion ons, s, and and vend vendin ing g Mach Machin ines es.. Ind ndus ustr triial Prod Produc ucts ts inc includ lude Stor torage Solut olutiion ons, s, Autom utomaated ted Warehousing, Material Handling Equipment, Process Equipment, Pre Precisi cision on Com Compo pone nent ntss & Syst Systeems, Machine hine Too ooll Servi ervicce, Elect Electric rical al & Elect Electron ronic, ic, To Tooli oling, ng, and Constr Construct uction ion Mater Material ial & Services.
Godrej Consumer Products Ltd (GCPL) (GCPL) Incorporated on 29th November, 2000
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Godrej Consumer Products Ltd.(GCPL) is a major player in the Indian FMCG market with leadership in personal, hair, household and fabric care segments. The company employs 950 people and has three three state state-of -of-th -the-a e-art rt manuf manufact actur uring ing facil faciliti ities es at Malan Malanpur pur (M.P.) Guwahati (Assam) and Baddi (H.P.). Godrej Godrej’s ’s focus focus is on provid providing ing our custom customer erss with with innova innovativ tive, e, valu valuee for for mon oney ey solu soluti tion onss for for meeti eeting ng thei theirr dail daily y need needss and and improving the quality of their life. This is achieved through the brands the company markets. Godrej are among the largest marketer of toilet soaps in the country with leading brands such as CINTHOL, FAIRGLOW, GODREJ NO 1. FAIRGLOW brand, India's first Fairness soap, has created marketing history as one of the most successful innovations. Godrej are the leader in the hair colour category in India and have a vast vast prod produc uctt rang rangee from from GODR GODREJ EJ RENE RENEW W COLO COLOUR URSO SOFT FT LIQU LIQUID ID HAI HAIR COLO COLOUR URS, S, GODR GODREJ EJ LIQU LIQUIID & POWD POWDER ER HAIR DYES to GODREJ KESH KALA OIL, NUPUR based Hair Dyes.
Godrej Industries Ltd(GIL) GIL was established in 1897 Godr Godrej ej Indu Indust stri ries es Limi Limite ted d is Indi India' a'ss lead leadin ing g manu manufa fact ctur urer er of oleochemicals and makes more than a hundred chemicals for use in over ov er two two do doze zen n indu indust stri ries es.. It also also manuf anufac actu ture ress edib edible le oils oils,, vanaspati and bakery fats. GIL is a member of the Godrej Group, which was established in 1897 and has since grown into a US$1.875 billion conglomerate. The company was called Godrej Soaps Limited until March 31, 18
2001. Thereafter, the consumer products division got de-merged into Godrej Consumer Products Limited, and the residual Godrej Soaps became Godrej Industries Limited. This led to the formation of two separate corporate entities: Godrej Consumer Products and Godrej Industries. Besi Beside dess its its thre threee bu busi sine ness sses es,, Godr Godrej ej Indu Indust stri ries es also also runs runs four four divisions — Corporate Finance, Corporate HR, Corporate Audit and Assurance and Research and Development — which operate on behalf of the entire Godrej Group. GIL has built a strong manufacturing base capable of delivering international quality products at competitive prices. It operates two plants, one at Valia in the Indian state of Gujarat and a second at Vikh Vikhro roli li in subu suburb rban an Mu Mum mbai. bai. Th Thee com company pany's 's prod produc ucts ts are are exported to 40 countries in North and South America, Asia, Europe, Aust ustrali alia and Afr Africa, ca, and it leads ads the Ind ndia ian n market ket in the production of fatty acids, fatty alcohols and AOS.
Godrej Products Consumer products Godrej Consumer Products Ltd.(GCPL) is a major player in the Indian FMCG market with leadership in personal, hair, household and and fabr fabric ic care care segm segmen ents ts.. Th Thee comp compan any y is amon among g the the larg larges estt mark market eter erss of toil toilet et soap soapss in the the coun countr try y and and has has a lead leader ersh ship ip position in the hair colour category in India. 1. Appliances 2. Locks 3. Furniture 19
4. Security equipment 5. Office automation 6. Conferencing solution 7. Soaps & personal care 8. Food 9. Aircare 10. Household insecticides 11. Housing 12. Vending machine
Industrial products: Godrej offers an entire spectrum of industrial solutions from storage to material handling to construction to process equipment and many, many more. Whether clients are looking for standard equipment or custom engineering solutions, the first name is Godrej. 1. Storage solution 2. Automated warehousing 3. Material handling equipment 4. Process equipment 5. Precision components & systems. 6. Machine tool service 7. Electrical & electronic services 8. Tooling 20
9. IT solution 10. PLM solution 11. Medical diagnostics 12. Agro product 13. Chemicals 14. Construction material & services.
GODREJ DIRECT It is a division of GODREJ appliance, where company’s repr epresent sentaatives ives go dir directl ectly y to the cust ustome omer and and fulf ulfill ill the requ requir irem emen ent. t. It is a init initia iati tive ve towa toward rdss CRM. CRM. It has has star starte ted d its its operation in 2002 by selling contracts and AMCs. But looking at the need of the customer and after understanding the customer in a better way we have started selling appliances from 2005.Presently it has its operation in 15 branches. NCR,Mumbai,Chennei,Kolkata NCR,Mumbai,Chennei,Kolkata,Lucknow,Jaipur ,Lucknow,Jaipur,Hyderabad,P ,Hyderabad,Pune,B une,B angalore,Ahemedabad,Bhopal,Chandi angalore,Ahemedabad,Bhopal,Chandigarh,Cochin,Coim garh,Cochin,Coimbatore batore and Bhubaneswar. National head is Mr.Rajinder Mr.Rajinder Kool Zonal manager (ME)-Mr.Bharat Bhusan Agarwal Zonal Manager (SW)-Mr.Sumit Malik
GODREJ DIRECT, BHUBANESWAR Started operation in may 2008
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It has 2 division telecalling and D2D.in D2D 10 executives are there who put up camps in different location and visit to the homes in that locality. The average knocks per executive is 35 to 40.in telecalling 4 executives are there who call to the existing customer and generate the leads and the sales executive follow up the leads.
Consumer Buying Behaviour Possib Possibly ly the most most challe challengi nging ng conce concept pt in marke marketin ting g deals deals with with understanding why buyers do what they do (or don’t do). But such know kn owle ledg dgee is critic itical al for marke arketters ers sinc sincee havi having ng a str stron ong g understanding of buyer behavior will help shed light on what is important to the customer and also suggest the important influences on customer customer decisiondecision-maki making. ng. Using this informa information, tion, markete marketers rs can create marketing programs that they believe will be of interest to customers. As yo you u might ight gu gues ess, s, fact factor orss affe affect ctin ing g ho how w cust custom omer erss make ake decisions are extremely complex. Buyer behavior is deeply rooted in psychology with dashes of sociology thrown in just to make thin things gs more ore inte intere rest stin ing. g. Sinc Sincee ever every y pers person on in the the worl world d is different, it is impossible to have simple rules that explain how buying decisions are made. But those who have spent many years ana analyz lyzing cust ustome omer acti activi vity ty have have pres presen entted us with with usef useful ul “guidelines” in how someone decides whether or not to make a purchase. 22
In fact, pick up any textbook that examines customer behavior and each seems to approach it from a different angle. The perspective we take is to touch on just the basic concepts that appear to be commo commonly nly accept accepted ed as influe influenci ncing ng custom customer er behavi behavior. or. We will will devo devote te two two sect sectio ions ns of the the Prin Princi cipl ples es of Mark Market etin ing g tuto tutori rial al to customer behavior. In this section we will examine the buying behavior of consumers (i.e., when people buy for personal reasons) while in section 4 we will examine factors that influence buyer’s decisions in the business market. This tutorial includes the following topics: 1. Consumer Buying Behavior 2. Types of Purchase Decisions 3. Why Consumers Buy 4. What Influences Purchasing 5. Internal: Perceptual Filter 6. Internal: Knowledge and Attitude 7. Internal: Personality and Lifestyle 8. Internal: Roles and Motivation 9. External: Culture and Groups 10. External: Situation 11. How Consumers Buy 12. Purchase Decision Steps 1 and 2 13. Purchase Decision Steps 3, 4 and 5
Types of Consumer Purchase Decisions Consumers are faced with purchase decisions nearly every day. But not all decisions are treated the same. Some decisions are more complex than others and thus require more effort by the consumer. 23
Othe Otherr deci decisi sion onss are are fail failry ry rout routin inee and and requ requir iree litt little le effo effort rt.. In general, consumers face four types of purchase decisions: • Minor New Purchases – these purchases represent something new to a consumer but in the customer’s mind is not a very important purchase in terms of need, money or other reason (e.g., status within a group). • Minor Re-Purchases – these are the most routine of all purchases and often the consumer returns to purchase the same product with withou outt givi giving ng much much thou though ghtt to othe otherr prod produc uctt op opti tion onss (i.e (i.e., ., consumer is brand loyalty). • Major Major New Purchases Purchases – these these purchase purchasess are the most difficult difficult of all purchases because these are important to the consumer but the consumer has little or no previous experience making the purchase . This type of decision often (but not always) requires the the cons consum umer er to enga engage ge in an exte extens nsiv ivee deci decisi sion on-m -mak akin ing g process. • Major Major Re-Purch Re-Purchase ase - these these purchase purchase decisions decisions are also importa important nt to the customer but the customer feels more confident in making the decision since they have experienced purchasing the product in the past. For marketers it is important to understand how consumers treat the purchase decisions they face. If a company is targeting customers who feel a pu purrchase hase dec decisio sion is dif difficul icultt (i.e i.e., Major jor New Purc Purcha hase se), ), thei theirr mark market etin ing g stra strate tegy gy may may vary vary grea greatl tly y from from a company targeting customers who view the purchase decision as routine. In fact, the same company may face both situations at the same time; for some the product is new, while other customers see the purchase as routine. The implication of buying behavior for mark market eter erss is that that diff differ eren entt bu buyi ying ng situ situat atio ions ns requ requir iree diff differ eren entt marketing efforts.
Why Consumers Buy
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As we discussed in Part 1: What is Marketing?, customers make purchases in order to satisfy needs. Some of these needs are basic and must be filled by everyone on the planet (e.g., food, shelter) while others are not required for basic survival and vary depending on the person. It probably makes more sense to classify needs that are not a necessity as wants or desires. In fact, in many countries where the standard of living is very high, a large portion of the population’s income is spent on wants and desires rather than on basic needs. In this tutorial when we mention the consumer we are referring to the actual buyer, the person spending the money. But is should also be pointed out that the one who does the buying is not necessarily the user of what is bought and that others may be involved in the buy buyin ing g dec decisio sion in add ddit itio ion n to the actua ctuall bu buy yer. er. While hile the purchasing process in the consumer market is not as complex as the business market, having multiple people involved in a purchase decision is not unusual. For example, in planning for a family vacation vacation the mother mother may make the hotel hotel reservat reservations ions but others others in the family may have input on the hotel choice. Similarly, a father may purchase snacks at the grocery store but his young child may be the one who selected it from the store shelf. So understanding consumer purchase behavior involves not only understanding how decisions are made but also understanding the dynamics that influence purchases.
What Influences Purchasing As we discussed the decision-making process for consumers is anythi anything ng but straig straight ht forwar forward. d. There There are are many many facto factors rs that that can affect this process as a person works through the purchase decision. Thee nu Th numb mber er of po pote tent ntia iall infl influe uenc nces es on cons consum umer er beha behavi vior or is limitless. However, marketers are well served to understand the KEY influences. By doing so they may be in a position to tailor 25
their marketing efforts to take advantages of these influences in a way that will satisfy the consumer and the marketer (remember (remember this is a key part of the definition of marketing).
For the purposes of this tutorial we will break these influences down into three main categories: Internal, External and Marketing. However, those interested in learning more about customer buying activity may want to consult one or more consumer behavior books where they will find additional methods for explaining consumer buying behavior. For the most part the influences are not mutually exclusive. Instead, they are all interconnected and, as we will see, work together to form who we are and how we behave. For each of the influences that are discussed we will provide a basic description and also suggest its implication to marketers. marketers. Bear in mind we only provide a few marketing implications implications for each influence; clearly there are many more. 26
INTERNAL INFLUENCES We start our examination of the influences on consumer purchase decisions by first looking inside ourselves to see which are the most important internal factors that affect how we make choices.
Perceptual Filter Perception is how we see ourselves and the world we live in. However, what ends up being stored inside us doesn’t always get there in a direct manner. Often our mental makeup results from informat information ion that has been consciously consciously or unconscious unconsciously ly filtered filtered as we experience it, a process we refer to as a perceptual filter. To us this this is ou ourr real realit ity, y, thou though gh it do does es no nott mean ean it is an accu accura rate te reflection on what is real. Thus, perception is the way we filter stimuli (e.g., someone talking to us, reading a newspaper story) and then make sense out of it. Perception has several steps. • Exposure – sensing a stimuli (e.g. seeing an ad) • Attention – an effort to recognize the nature of a stimuli (e.g. recognizing it is an ad) • Awareness – assigning meaning to a stimuli (e.g., humorous ad for particular product) • Retention – adding the meaning to one’s internal makeup (i.e., product has fun ads)
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How these steps are eventually carried out depends on a person’s approach approach to learning. learning. By learning learning we mean mean how someone changes what they know, which in turn may affect how they act. There are many theories of learning, a discussion of which is beyond the scope of this tutorial, however, suffice to say that people are likely to learn in different ways. For instance, one person may be able to focus very strongly on a certain advertisement and be able to retain the information after being exposed only one time while another person may need to be exposed to the same advertisement many times before he/she even recognizes what it is. Consumers are also more likely to retain information if a person has a strong interest in the stimuli. If a person is in need of new car they are more likely to pay attention to a new advertisement for a car while someone who does not need a car may need to see the advertisement many times before they recognize the brand of automobile.
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Marketing Implication: Marke arketters ers spen spend d large arge sum sums of mon oneey in an atte attem mpt to get get custom customers ers to have have a posit positive ive impre impressi ssion on of their their produc products. ts. But clearly the existence of a perceptual filter suggests that getting to this stage is not easy. Exposing consumers to a product can be very challenging considering the amount of competing product messages (ads) that are also trying to accomplish the same objective (i.e., advertising clutter). So marketers must be creative and use various means to deliver their message Once the message reaches consumer it must be interesting enough to capture the their attention (e.g., talk about the product’s benefits). But attending to the message is not enough. For marketers the most critical step is the one that occurs with with aware awarenes ness. s. Here Here marke marketer terss must must conti continua nuall lly y monit monitor or and resp respon ond d if thei theirr mess messag agee beco become mess dist distor orte ted d in ways ways that that will will negatively shape its meaning. This can often happen due in part to competit competitive ive activity activity (e.g., (e.g., compari comparison son advertis advertiseme ements). nts). Finally, Finally, getting the consumer to give positive meaning to the message they have have retain retained ed requi require ress the marke marketer ter make make sure sure that that consum consumer erss accurately interpret interpret the facts about the product.
Knowledge Knowledge is the sum of all information known by a person. It is the facts of the world as he/she knows it and the depth of knowledge is a function of the breadth of worldly experiences and the strength of an individual’s long-term memory. Obviously what exists as knowledge to an individual depends on how an individual’s perceptual filter makes sense of the information it is exposed to.
Marketing Implications: 29
Marketers may conduct research that will gauge consumers’ level of knowledge regarding their product. As we will see below, it is likely that other factors influencing consumer behavior are in large part shaped by what is known about a product. Thus, developing methods (e.g., incentives) to encourage consumers to accept more information (or correct information) may affect other influencing factors.
Attitude In simple terms attitude refers to what a person feels or believes about something. Additionally, attitude may be reflected in how an individual acts based on his or her beliefs. Once formed, attitudes can be very difficult to change. Thus, if a consumer has a negative attitude toward a particular issue it will take considerable effort to change what they believe to be true.
Marketing Implication: Marketers facing consumers who have a negative attitude toward thei theirr prod produc uctt must ust work work to iden identi tify fy the the key key issu issues es shap shapin ing g a cons consum umeer’s atti attittud udee the then adjus djustt marke arketi ting ng dec decisio isions ns (e.g. .g., adver advertis tising ing)) in an effort effort to change change the attit attitude ude.. For compan companie iess competing against strong rivals to whom loyal consumers exhibit a pos posit itiv ivee atti attitu tude de,, an impo import rtan antt stra strate tegy gy is to work work to see see why why consumers feel positive toward the competitor and then try to meet or beat the competitor on these issues. Alternatively, a company can can try try to loca locate te cust custom omer erss who who feel feel nega negati tive vely ly towa toward rd the the competitor and then increase awareness among this group.
Personality An indi indivi vidu dual al’s ’s per persona sonallity relat elatees to per percei ceived ved per persona sonall characteristics that are consistently exhibited, especially when one 30
acts in the presence of others. In most, but not all, cases the behaviors one projects in a situation is similar to the behaviors a person exhibits in another situation. In this waypersonality is the sum of sensory experiences others get from experiencing a person (i.e (i.e., ., ho how w on onee talk talks, s, reac reacts ts). ). Whil Whilee on one’ e’ss pers person onal alit ity y is ofte often n interpreted by those we interact with, the person has their own vision of their personality, called self concept, which may or may not be the same has how others view us.
Marketing Implication: For For marke arkete ters rs it is impo import rtan antt to kn know ow that that cons consum umer erss make ake purchase decisions to support their self concept. Using research techniques to identify how customers view themselves may give marketers insight into products and promotion options that are not read readil ily y appa appare rent nt.. For For exam exampl ple, e, when when exam examin inin ing g cons consum umer erss a mark market eter er may may init initia iall lly y bu buil ild d mark market etin ing g stra strate tegy gy arou around nd more more obvi ob viou ouss clue cluess to cons consum umpt ptio ion n beha behavi vior or,, such such as cons consum umer er’s ’s demographic indicators (e.g., age, occupation, income). However, in-depth research may yield information that shows consumers are purchasing products to fulfill self-concept objectives that have little to do with the demographic category they fall into (e.g., senior citizen may be making purchases that make them feel younger). Appealing to the consumer’s self concept needs could expand the market to which the product is targeted.
Lifestyle This infl This influe uenc ncin ing g fact factor or rela relate tess to the the way way we live live thro throug ugh h the the activities we engage in and interests we express. In simple terms it is what we value out of life. Lifestyle is often determined by how we spend our time and money.
Marketing Implication: Prod Produc ucts ts and and serv servic ices es are are pu purc rcha hase sed d to supp suppor ortt cons consum umer ers’ s’ lifestyles. Marketers have worked hard researching how consumers 31
in their their target target markets live their their lives lives since since this information information is key to developing products, suggesting promotional strategies and even determining how best to distribute products. The fact that lifestyle is so directly tied to marketing activity will be further examined as we disc discus usss deve develo lopi ping ng targ target et mark market et stra strate tegi gies es (See (See Part Part 5 – Targeting Markets).
Roles Roles represent the position we feel we hold or others feel we should hold when dealing in a group environment. These positions carry certain responsibilities yet it is important to understand that some of these responsibilities may, in fact, be perceived and not spelled out or even accepted by others. In support of their roles, consumers will make product choices that may vary depending on which role they are assuming. As illustration, a person who is responsible for selecting snack food for an office party his boss will attend may choose higher quality products than he would choose when selecting snacks for his family.
Marketing Implication: Adve Advert rtis iser erss ofte often n show show ho how w the the bene benefi fits ts of thei theirr prod produc ucts ts aid aid consumers as they perform certain roles. Typically the underlying message of this promotional approach is to suggest that using the advertiser’s advertiser’s product will help raise one’s status in the eyes of others while using a competitor’s product may have a negative effect on status.
Motivation Motivation relates to our desire to achieve a certain outcome. Many internal factors we have already discussed can affect a customer’s desi desire re to achi achiev evee a cert certai ain n ou outc tcom omee bu butt ther theree are are othe others rs.. For For instance, when it comes to making purchase decisions customers’ motivation could be affected by such issues as financial position (e.g., can I afford the purchase?), time constraints (e.g., do I need to 32
make the purchase quickly?), overall value (e.g., am I getting my money’s worth?), and perceived risk (e.g., what happens if I make a bad decision).
Marketing Implication: Motivation is also closely tied to the concept of involvement, which relates to how much effort the consumer will exert in making a decision. Highly motivated consumers will want to get mentally and physically involved in the purchase process. Not all products have a high percentage of highly involved customers (e.g., milk) but marketers who market products and services that may lead to high level of consumer involvement should prepare options that will be attractive to this group. For instance, marketers marketers should make it easy for consumers to learn about their product (e.g., information on website, free video preview) and, for some products, allow customers to experience the product (e.g., free trial) before committing to the purchase.
EXTERNAL INFLUENCES Consumer purchasing decisions are often affected by factors that are outside of their control but have direct or indirect impact on how we live and what we consume.
Culture Culture represents the behavior, beliefs and, in many cases, the way we act act lear learne ned d by inte intera ract ctin ing g or ob obse serv rvin ing g othe otherr memb member erss of 33
society. In this way much of what we do is shared behavior, passed along from one member of society to another. Yet culture is a broad conc concep eptt that that,, whil whilee of inte intere rest st to mark market eter ers, s, is no nott near nearly ly as important as understanding what occurs within smaller groups or sub-cultures to which we may also belong. Sub-cultures also have shared values but this occurs within a smaller groups. For instance, sub-cultures exist where groups share similar values in terms of ethnicity ethnicity,, religious religious beliefs, beliefs, geographic geographic location, location, special special interest interestss and many others.
Marketing Implication: As part of their efforts to convince customers to purchase their products, marketers often use cultural representations, especially in promo promotio tional nal appea appeals. ls. The object objective ive is to connec connectt to consum consumers ers usin using g cult cultur ural al refe refere renc nces es that that are are easi easily ly un unde ders rsto tood od and and ofte often n embraced by the consumer. By doing so the marketer hopes the consumer feels more comfortable with or can relate better to the product since it corresponds with their cultural values. Additi Additiona onally lly,, smar smartt marke marketer terss use strong strong resea research rch effort effortss in an attempt to identify differences in how sub-culture behaves. These efforts help pave the way for spotting trends within a sub-culture, which the marketer can capitalize on through new marketing tactics (e.g., new products, new sales channels, added value, etc.).
Other Group Membership In addition to cultural influences, consumers belong to many other groups with which they share certain characteristics characteristics and which may influence purchase decisions. Often these groups contain opinion leaders or others who have major influence on what the customer purchases. Some of the basic groups we may belong to include: • Social Class – represents the social standing one has within a society based on such factors as income level, education, occupation • Family – one’s family situation can have a strong effect on how purchase decisions are made 34
• Reference groups – most consumers simultaneously belong to many other groups with which they associate or, in some cases, feel the need to disassociate.
MarketingImplications: Identifying and understanding the groups consumers belong to is a key strategy for marketers. Doing so helps identify target markets, develop new products, and create appealing marketing promotions to which consumers can relate. In particular, marketers seek to locate group leaders and others to whom members of the group look look for for advi advice ce or dire direct ctio ion. n. Th Thes esee op opin inio ion n lead leader ers, s, if well well respected by the group, can be used to gain insight into group beh behaavior vior and if the these op opiinion nion lead leadeers acce accept pt prom promot otiion onal al opportunities could act as effective spokespeople for the marketer’s marketer’s products.
Situation A purchase decision can be strongly affected by the situation in which people find themselves. Not all situations are controllable, in which case a consumer may not follow their normal process for maki making ng a pu purc rcha hase se deci decisi sion on.. For For inst instan ance ce,, if a pers person on need needss a product quickly and a store does not carry the brand they normally purchase, the customer may choose a competitor’s competitor’s product .
Marketing Implications: Marketer Marketerss can take advantage of decisions decisions made in uncontrol uncontrollable lable situ situat atio ions ns in at leas leastt two two ways. ays. Firs First, t, the the mark market eter erss can can use use promotional methods to reinforce a specific selection of products when the consumer is confronted with a particular situation. For examp example, le, automo automoti tive ve servic services es can bepurc bepurchas hased ed that that promi promise se to service vehicles if the user runs into problems anywhere and at anyt anytim ime. e. Seco Second nd,, mark market eter erss can can use use mark market etin ing g meth method odss that that attempt to convince consumers that a situation is less likely to occur if the marketer’s product is used. This can also be seen with auto 35
produ products cts,, where where marke marketer terss explai explain n that that using using their their produc productt will will prevent unexpected damage to their vehicles.
How Consumers Buy So now that we have discussed the factors influencing a consumer’s decision to purchase, let’s examine the process itself. This process is presented in a sequence of 5 steps as shown below. Howeve However, r, whethe whetherr a consum consumer er will will actual actually ly carry carryout out each each step step depends on the type of purchase decision that is faced. For instance, for minor re-purchases the consumer may be quite loyal to the same brand, thus the decision is a routine one (i.e., buy the same product) and little effort is involved in making a purchase decision. In cases of routine, brand loyal purchases consumers may skip several steps in the purchasing process since they know exactly what they want allowing the consumer to move quickly through the steps. But for more more com complex plex deci decisi sion ons, s, such such as Major ajor New New Purc Purcha hase ses, s, the the purchasing process can extend for days, weeks, months or longer. So in prese resent ntin ing g thes hese step stepss markete keterrs shou shoulld realize lize tha that, depend depending ing on the circu circums mstan tance cess surrou surroundi nding ng the purcha purchase, se, the importance of each step may vary.
1. Need/Want/Desire is Recognized In the first step the consumer has determined that for some reason he/she is not satisfied (i.e., consumer’s perceived actual condition) and wants to improve his/her situation (i.e., consumer’s perceived desired condition). For instance, internal triggers, such as hunger or thirst, may tell the consumer that food or drink is needed. External facto actorrs can can also also trigge iggerr con onsu sum mer’ er’s nee needs. ds. Market keters are particularly good at this through advertising, in-store displays and even the intentional use of scent (e.g., perfume counters). At this stage the decision-making process may stall if the consumer is not motiva motivated ted to contin continue ue (see (see Motiva Motivatio tion n above) above).. Howeve However, r, if the consumer does have the internal drive to satisfy the need they will continue to the next step. 36
2. Search for Information Assuming consumers are motivated to satisfy his or her need, they will next undertake a search for information on possible solutions. The sources used to acquire this information may be as simple as remembering information from past experience (i.e., memory) or the consumer may expend considerable effort to locate information from outside sources (e.g., Internet search, talk with others, etc.). How much effort the consumer directs toward searching depends on such factors as: the importance of satisfying the need, familiarity with available solutions, and the amount of time available to search. To appeal to consumers who are at the search stage, marketers should make efforts to ensure consumers can locate information rela relate ted d to thei theirr prod produc uct. t. For For exam exampl ple, e, for for marke arkete ters rs whos whosee customers rely on the Internet for information gathering, attaining high rankings in search engines has become a critical marketing objective.
3. Evaluate Options Consumers’ search efforts may result in a set of options from which a choice can be made. It should be noted that there may be two levels to this stage. At level one the consumer may create a set of possible solutions to their needs (i.e., product types) while at level two two the the cons consum umer er may may be eval evalua uati ting ng part partic icul ular ar prod produc ucts ts (i.e (i.e., ., brands) within each solution. For example, a consumer who needs to replace a television has multiple solutions to choose from such as plasma, LCD and CRT televisions. Within each solution type will be be mult multip iple le bran brands ds from from whic which h to choo choose se.. Mark Market eter erss need need to understand how consumers evaluate product options and why some pro produ duct ctss are are incl includ uded ed whil whilee othe others rs are are no not. t. Mo Most st impo import rtan antl tly, y, marketers must determine which criteria consumers are using in their sele select ctio ion n of po poss ssib ible le op opti tion onss and and ho how w each each crit criter erio ion n is evaluated. Returning to the television example, marketing tactics will be most effective when the marketer can tailor their efforts by 37
knowing knowin g what what benef benefits its are are most most impor importa tant nt to consum consumer erss when when selecting options (e.g., picture quality, brand name, screen size, etc.) and then determine the order of importance of each benefit.
4. Purchase In many cases the solution chosen by the consumer is the same as the product whose evaluation is the highest. However, this may cha chang ngee when it is act actual ually time ime to make ake the the pu purrchas hase. The “intended” purchase may be altered at the time of purchase for many reasons such as: the product is out-of-stock, a competitor offers an incentive at the point-of-purchase (e.g., store salesperson mentions a competitor’s offer), the customer lacks the necessary funds (e.g., credit card not working), or members of the consumer’s reference group take a negative view of the purchase (e.g., friend is critical of purchase). Marketers whose product is most desirable to the consumer must make sure that the transaction goes smoothly. For For exam exampl ple, e, Inte Intern rnet et reta retail iler erss have have work worked ed hard hard to prev preven entt consumers from abandoning online purchase (i.e., online shopping carts) by streamlining the checkout process. For marketers whose pro produ duct ct is no nott the the cons consum umer er’s ’s sele select cted ed prod produc uct, t, last last chan chance ce mark market etin ing g effo effort rtss may be wort worth h expl explor orin ing, g, such such as offe offeri ring ng ince incent ntiv ives es to stor storee pers person onne nell to “tal “talk k up up”” thei theirr prod produc uctt at the the checkout line.
5. After-Purchase Evaluation Once the consumer has made the purchase they are faced with an eval evalua uati tion on of the the deci decisi sion on.. If the the prod produc uctt perf perfor orms ms belo below w the the consumer consumer’s ’s expectati expectation on then he/she he/she will re-evalua re-evaluate te satisfac satisfaction tion with the decision, which at its extreme may result in the consumer returning the product while in less extreme situations the consumer will retain the purchased item but may take a negative view of the product. Such evaluations are more likely to occur in cases of expensive or highly important purchases. To help ease the concerns consumers have with their purchase evaluation, marketers need to be be rece recept ptiv ivee and and even even enco encour urag agee cons consum umer er cont contac act. t. Cust Custom omer er 38
service centers and follow-up market research are useful tools in helping to address purchasers’ concerns. As we’ve seen, consumer purchasing is quite complex.
DATA ANLYSIS OF CONSUMER SURVEY Q1. Have you already used any product of Godrej ?
Customer are already using product of Godrej
Yes
No
58%
42%
As per our market survey most of the
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58%customer said said that they already already used electronics electronics product of Godrej .
Q2. Which brand you like most? Videocon Customer preference brand
LG
Samsung
Sony
Goderj
Videoco n
LG
Samsun g
Godrej
16%
35%
22%
27%
40
From the above diagram,LG is most preferable brand among all the brands and being a market leader with 35%.after that godrej followed the leader with 27%.
Q3. Which factors influence you to purchase a product? Price, Service, Brand image, Features, Influence by other,
Reason for purchasing a product
Price
Servic e
Brand image
Feature s
28
18
22
20
Influenc e by others 12
41
From the above diagram, We come across that the Price is the main factor which influence influence the consumer consumer buying process. After After that it is followed by Brand image,features,service of the company.At last purchase decision decision of consumer get more influence influence by the others.
Q4. Do you have any Godrej home appliances? Refrigerator
Godrej home appliance .
AC Washing Machine Microwave water purifier DVD player
Water purifie r
Refrigerat or
AC
Washin g Machin e
DVD player
Micr o wave
2%
40%
13%
22%
13%
10%
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It is to be found that most of the people having Godrej Refrigerator, Refrigerator, after that Godrej Washing machine, then they use Ac,and most of the the peo people ple are no nott awar ware of God odrrej Micr icrowav owavee and wate water r purifier.Thats purifier.Thats why it have very low percentage.
Q5. Do you aware about Godrej Home appliances? Refriger ator 96%
Ac Washing Water Micro DVD Machine Purifie Woven Playe r r 50 %
70%
5%
25%
15%
From the above table shows that 96% of people aware about Godrej Refrigerator.70% Refrigerator.70% of people knowing about the washing machine,25% microwave,60% AC,15% DVD Player and 5% of people aware on Water purifier. 43
FINDING After completing the survey and analyzing the responses of the persons , we came across the following facts: •
A large number of consumer are using Godrej equipment like AC’s, Refrigerator Refrigerator and are quite satisfied with the performance performance of the appliances.
•
•
•
Majority of the respondents in the survey were found reluctant about giving details to us.
Existing customers of Godrej are satisfied with after sales services, with few exceptions.
Customer think that brand name of the company can influence their purchase decision.
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RECOMMENDATIONS Based on our descriptive research on retailers and institution in the Bhub Bhuban aneeswar market ket we have have som some recom commenda endattions ions for Comp Compan any. y. Also Also thro throug ugh h whol wholee proj projec ectt du dura rati tion on we did did some some observational study and literature review and we found that there are some factors which can help the company to build a brand in national market. Some of the recommendations are as follows:1) Company should organize free checkup camp for big institution like educational institution, hotels and hospitals, so that it will increase the loyalty of the institution. 2) Com Company pany sho houl uld d give give Quo uottatio ation n for dif different ent sla slabs of diffe differe rent nt quanti quantity ty at the best best possib possible le price price for consol consolida idated ted quantity. 3) Competitors are giving the the appliance in in credit, which which is one of the main factors which determine the purchase. Companies take post dated cheque from the institution. GODREJ should also follow the same tactics. 4) Most of the institutio institutions ns get the post sales service service quickly. quickly. So it is bett better er to incr increa ease se the the nu numb mber er of vo volu lunt ntar ary y serv servic icee for for differentiation. 5) Exclus Exclusive ive stores stores should should be opened opened for GODREJ GODREJ applianc appliancee similar to GODREJ INTERIO. 6) Palm plate plate should be distributed distributed with business business newspaper newspaper and other popular newspaper. 7) The company company should position position itself as as a life life style Brand Brand through advertisement in leading newspaper. 45
8)
Comp Compan any y give givess mor moree emp empha hasi siss on on heav heavy y adve advert rtis isin ing. g.
Questions for the survey INSTITUTION NAME: LOCATION: Dear Sir/madam, I am a MBA student from Niis Institute Of Business Administration(NIIS.), Bhubaneswar and doing a project on Consumer Buying Behaviour of Godrej Appliances. Your response is highly valuable. I would be grateful if you could help me by filling it up honestly and legitimately. I assure that any information provided will be solely used for academic purpose and will be kept confidential. No answers are right or wrong; give the answers which you feel are the best.
Consumer buying behavior / need analysis on appliances We would be thankful if you share some of your valuable opinion regarding the following questionnaire. NAME:
CONTACT NO:
AGE:
ADDRESS:
OCCUPATION: 1. Family size Less than 4 members ( )
4-6 members ( )
More than 6 members members ( ) 2. Which product of you have purchased and when? Refrigerato Refrigeratorr ( )_______ )_______
microwave microwave ( )________ )__________ __
Washing machine ( )______ D.V.D player None of above ( )______
( )__________
water purifier ( )__________
3. Do you know about Godrej products? Refrigerator
( )
microwave
( )
Washing machine ( )
D.V.D player ( )
None of above
water purifier ( )
( )
4. From where would you like to buy products? Multi brand outlet ( ) ( )
Direct marketing ( )
Retail store
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5. Which factor influences you to purchase products? Com Company pany bran brand d name name ( ) Product feature
( )
Service
( )
prom promot otio iona nall acti activ vitie ities s( ) price
( )
influence by other
( )
6. When you prefer to buy a product? Exchange offer Sales offer
( )
discount offer ( )
( )
other
( )
7. Have you ever use Godrej appliances? Once ( )
always ( )
never ( )
8. Satisfaction level with your products? Extremely unsatisfied ( ) Satisfied
somehow unsatisfied ( ) ( ) somehow satisfied
Extremely satisfied
( )
( )
9. Which brand you like most? LG
( )
VIDEOCON ( )
SAMSUNG
( )
GODREJ
( )
OTHER ( )
10. View about Godrej and its products? ____________________________________________________________________________________________________________
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REFERENCES 1. Kotler, Philip and Keller, K.L. (2007), “Marketing management 2.Electronic 2. Electronic Reference: Official website of GODREJ www.godrej.com www.godrejappliances.com www.godrejdirect.com 3. Electronic Reference: http://.wikipedia.org/wiki/B http://.wikipe dia.org/wiki/Bhubaneswar hubaneswar 4. Electronic Reference: http://www.google.com
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