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Consumer Behavior
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1
A Presentation On
CONSUM CONSUMER ER BEHA BEHAVIOR VIOR ANAL ANALYSIS YSIS OF THE PREMIUM BATHROOM PRODUCTS
2/09/2009
Institute for Technology & Management, Kharghar, Navi Mumbai
Agenda 2
Industry overview
Grohe-brief introduction
Internship Objectives
Research Proposal
Observations
Swot Analysis
Suggestions
Limitations
02/01/10
Agenda 3
Industry overview
Grohe-brief introduction
Internship Objectives
Research Proposal
Observations
Swot Analysis
Recommendations
Limitations
02/01/10
Industry Overview 4
One of the fastest growing country for sanitary ware consumption.
Government policies. (HUDCO, The National Housing Policy )
20 million housing units demand and 115 million reconstruction for improvement.
Introduction of new manufacturing technologies.
Strengthening dealers and companies opening own retail outlet in metros.
02/01/10
Industry Overview 5
Divided into 2 major sectors Organized Sector – 5 major companies Unorganized Sector – regional guerillas
Cost of Production in India is low.
02/01/10
Industry Overview 6
SANITARYWARE INDUSTRY STATISTICS : World production:
187 Million pieces
India's Share:
6.7 Million pieces.
World ranking (in production):
not in the Top 10 (India A/c for 3.30%)
Global Industry Growth Rate:
5-7%
Growth Rate (India Domestic Market):
10%-15%
Organized sector: % Share of Production:
43%
No. of units:
6
Production Capacity:
103300 M.T. per annum
Actual Production:
95000 M.T. per annum
% Share of Production:
57%
Production Capacity:
136700 M.T. per annum
Actual Production:
120000 M.T. per annum
Unorganized sector:
Source: Indian council for ceramic tiles & sanitaryware -2008
02/01/10
Agenda 7
Industry overview
Grohe-brief introduction
Internship Objectives
Research Proposal
Observations
Swot Analysis
Recommendations
Limitations
02/01/10
Grohe – Brief Introduction 8
Friedrich Grohe acquired Berkenhoff & Paschedag, a manufacturer of bathroom fixtures that had been in business since 1911. Post world war II, it was renamed after the owner. In 1961,founded its first foreign subsidiary, in France The death of company founder Friedrich Grohe in 1983
The conflict over use of Brand name “Grohe” settled in the early 1990s
a world market share of roughly 10 percent in 2001 02/01/10
Grohe – Brief Introduction 9
Late1980s,Grohe had become one of Europe's top manufacturers of kitchen and bathroom fixings.
Sales had climbed to over 700 million Euro and Exports accounted for 70 percent of the total.
In 1991 Friedrich Grohe was transformed into a public stock company under the name Friedrich Grohe AG.
Raised Friedrich Grohe's public recognition received many German marketing award in 1996.In June 1999, Charles R. Grohe, sold their stakes in the company.
To understand the consumer’s buying behavior of luxury sanitary products.
To prepare a database of potential customers of Grohe products.
02/01/10
Agenda 14
Industry overview
Grohe-brief introduction
Internship Objectives
Research Proposal Research Proposal
Observations
Swot Analysis
Recommendations
Limitations
02/01/10
Research Proposal 15
Sub-Objectives
1. Choice of Appliances is independent of Brand image of product. 2. Aesthetics of product is given priority over other attributes of kitchen & bathroom appliances. 3. Bathrooms are considered important portion of house by the population. 4. People are ready to pay more than 150,000/- INR for new bathroom / kitchen appliances. 5. People always consider new brands for renovation. 6. Brand image of appliance is closely co-related with advertisements effectiveness.
Hypotheses Testing Hypothesis : 1 Choice of Appliances is independent of different brands available in the market. Hypothesis2. Aesthetics of product is given priority over other attributes of kitchen & Bathroom appliances. Hypothesis 3: Bathrooms are considered important portion of house by the population. Hypothesis 4: People are ready to pay more than 150,000/INR for new bathroom / kitchen appliances.
02/01/10
Observations and Findings 24
Hypothesis results
Hypothesis 1:- Calculated value is coming inside the limits of acceptance region so null hypothesis is not rejected. Thus the brand image is affecting a consumer’s choice and an important step in product selection. Hypothesis 2:- Zcal value for “Ease “Ease of use” & “Aesthetic” taking as two variables is deep into rejection region, we have enough evidence to reject the null hypothesis that aesthetic is always given priority over other features of the bathroom appliances. We can also conclude that we do not have adequate information to give prioritise to attributes.
02/01/10
Observations and Findings 25
Hypothesis results
Hypothesis 3:- Since the Ztab > Zcal ,null hypothesis is rejected & We can clearly predict bathrooms are not just a portion portion of a house.
Hypothesis 4:- Since Z cal < Ztab , hence we can conclude that null hypothesis is rejected and hence we can accept the hypothesis that is or the Target consumer ready to pay large sum of moneyfor a new bathroom/kitchen (Master Bathroom)
02/01/10
Swot Analysis 26
STRENGTH: Worldwide
market leader in premium bathroom
fittings. Presence throughout 130 countries. Strong financials with a turnover of Euro 1010 million. The brand is synonymous to innovation and reliability. Superior design that are environment friendly.
OPPORTUNITIES: Booming
WEAKNESS: Weak
distribution network in India. Lack of manufacturing plant in India which further ups the already high price of the products. Lax marketing efforts in a new market like India where huge marketing efforts are to be put in to vie for consumer’s attention. Immensely high priced products for a price sensitive market like India.
THREATS:
construction and infrastructure development Foreign players like Hans-Grohe have tied up with in South Asian and other developing countries. domestic giants like Jaquar to make use of their Higher disposable income with the Indian consumer distribution channel. as compared to earlier era when austerity was the prime Price sensitivity of developing economies can cause virtue as against ostentatiousness of present times. the plans and forecasts of a company to go haywire. Can introduce some lower cost variants to tap the Aggressive marketing by local players like Jaquar middle income group market in India. which has a superior reach throughout India
02/01/10
Agenda 27
Industry overview
Grohe-brief introduction
Internship Objectives
Research Proposal
Observations
Recommendations
Limitations
02/01/10
Recommendations 28
1. 2. 3.
4.
5. 6. 7.
Brand Awareness is desired to be improved among the consumers A part payment plan for the Grohe customers is to be introduced The delivery of high technology quality product with lesser glitches is to be assured. An after sales service force is considered necessary to be developed. Search engine marketing of Grohe website is rudimentary. Grohe cube virtual bathroom web tool need to be improvised. Implementation Implementation of major SCM software.
02/01/10
Agenda 29
Industry overview
Grohe-brief introduction
Internship Objectives
Research Proposal
Observations
Recommendations
Limitations
02/01/10
Limitations 30
The analysis of potential products is limited .
Considerable differences and inherited feature in consumer tastes, fashions and preferences .
Communication.
Biased views.
Wastage of time.
Low sample size might not be implemented in other cities. 02/01/10
. 31
Reference Books
1. William C. Zikmund Zikmund - Business Research Research Methods 2. Kent Black – Business statistics for contemporary contemporary decision making making 3. Malhotra, Dash – Marketing Research Research 4. Phillip Kotler, Kevin Keller – Marketing Management (13-edition) 5. Grohe Product Manual Manual given by the company company guide
