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Dissertation Report
ON
CONSUMER PREFERENCE IN SELECTED BRANDS
(WHIRLPOOL, VIDEOCON, LG) OF 200 Lts REFRIGERATORS
ON THE BASIS OF PRICE, BRAND NAME, QUALITY & AFTER
SALES SERVICES IN THE REGION OF
YAMUNA NAGAR
Submitted to
Kurukshetra University,
Kurukshetra in partial fulfilment for
the degree of Master of Business
Administration (Session 2005-2007)
MBA-final.
Submitted By:-
Diwas
02University roll
no.
ACKNOWLEDGEMENT
Preservation, inspiration and motivation have always played a key role
in any venture. In the present world of cutthroat competition project is
likely a bridge between theoretical and practical working, willingly I
have prepared this project.
I feel highly delighted with the way my dissertation report on the topic
Consumer Preferences in selected brands (Whirlpool, Videocon,
LG) of 200 lts refrigerators on the basis of Price, Brand name,
Quality & After Sales Services in the region of Yamuna nagar.
has been completed.
I express my utmost gratitude and indebt ness to God and to all who
have contributed in some way or the other and been linked with the
project from day one.
I express my sincere gratitude to Dr.R.K.Garg(Director) without
whose guidance, keen interest and regular encouragement my project
would not have been compiled.
From the core of my heart, I express my sincere thanks to
Dr.Vikas Daryal (Assistant Professor,H.O.D) and Mrs. Bharti Dua
Tilak Raj Chadha Institute Of Mgt. & Tech., Yamuna Nagar for
encouragement and guidance.
(Diwas Menroy)
EXECUTIVE SUMMARY
In today scenario, every company wants to compete with others to
remain in the market. So it is very necessary for the company to know
what are the needs and wants of the customer, what is the preference
of customer. It is very important for a company to know which product
is preferred by the customer on which basis.
My study is all about this i.e. to study the preference of customer in
selected brands of refrigerator on the basis of price, brand name,
quality and after sales services and find out the steps that a company
can adopt to fight the competition.
In the earlier part of the project I have discussed about the Consumer
& the preference of consumer. I have also discussed about the
introduction of the refrigerator.
This research is carried out using primary data. The method that i have
used is questionnaire technique to get the data from the customer.
The sample size is of hundred customer of Yamuna Nagar those are
using refrigerator.
From this study, I have found that LG was having major market share
in terms of Refrigerator as comparison to others. There were 46% of
the people those were having LG Refrigerators.
INDEX
Serial No.
Contents
Page No.
1.
Certificate
2.
Acknowledgement
3.
Executive Summary
4.
Index
5.
Introduction
6.
7.
Literature Review
8.
Research Methodology
a.
b.
Analytical Tools
c.
Data Collection
d.
Hypothesis Testing
10.
Recommendation
11.
Bibliography
12.
Annexure
INTRODUCTION
INTRODUCTION
The topic of research here is Consumer preference in selected
brands (Whirlpool, Videocon, LG) of 200 lts Refrigerators on the
basis of Price, Brand name, Quality & After sales Services in the
region of Yamuna Nagar.So the project is to study the Preference of
the consumers.
Here the term consumer means the end user of the product who not
only consumes the product but also gives the feedback to the
company.
The traditional view point has been to define consumer strictly in terms
of economic goods and services. This position holds the consumers
are potential purchasers of product and services offered for sale
Consumer Behavior
It may be defined as the decision process and the physical activities
individuals engage in when evaluating, acquiring, using or disposing of
goods and services.
The Consumer Behavior research goes far beyond the facts
of consumer preferences and encompasses all of the behaviors that
Consumer Preference
gratification, enjoyment,
Introduction to Refrigerator
A refrigerator (often called a "fridge" for short) is a cooling appliance
for the storage and preservation of perishable food; food kept in a
refrigerator lasts longer than that left at room temperature as the cold
inhibits bacterial growth. A refrigerator maintains a cold temperature
above the freezing point of water. The refrigerator is a relatively
modern invention amongst kitchen appliances. It replaced the common
icebox which had been a household item for almost a century and a
half prior, and is sometimes still called by the original name "icebox".
The word freezer is generally used to describe an appliance that
keeps foods frozen. Freezers are common as household units for
storing food but are also used in commercial settings. Most freezers
operate around -18 C (0 F). Domestic freezers can be included as a
compartment in a refrigerator or can be standalone units. Domestic
freezers are generally upright units, resembling refrigerators, or chests,
resembling upright units laid on their backs. Many modern freezers
come with an icemaker.
Consumer Durables
Thomson CPT
CRT Glass
saw acquisition of major share in TVS joint venture and later in 1996,
Kelvinator and TVS acquisitions were merged to create Indian home
appliance leader of the future, Whirlpool India. This expanded the
company's portfolio in the Indian subcontinent to washing machines,
refrigerator, microwave ovens and air conditioners.
Today, Whirlpool is the most recognized brand in home appliances in
India and holds a market share of over 25%. The company owns three
state-of-the-art manufacturing facilities at Faridabad, Pondicherry and
Pune. Each of these manufacturing set-ups features an infrastructure
that is witness of Whirlpool's commitment to consumer interests and
advanced technology.
In the year ending in March '06, the annual turnover of the company for
its Indian enterprise was Rs.1,375 Crores. According to IMRB surveys
Whirlpool enjoys the status of the single largest refrigerator and
second largest washing machine brand in India.
and
assembly
its
line for
its
PC Monitors
at
established
Greater
its
Noida
manufacturing unit. The beginning of 2003 saw the roll out of the
first locally manufactured Direct Cool Refrigerator from the plant at
Greater noida.
MARKET SHARE
OBJECTIVE
OF THE
STUDY
To find out the market share of these three brands in the market
To find the extent of brand loyalty that exists among Refrigerator
user.
To study the brand awareness of Refrigerator among the
residents of Yamuna Nagar.
To study the influence of various factors on the purchase of
Refrigerators Price.
Quality.
Brand Awareness
LITERATURE
REVIEW
LITERATURE REVIEW
Once the problem is formulated, the researcher undertakes an
extensive literature survey connected with the problem.
The literature survey undertaken here includes the books and
different web sites from the Internet.
and
www.lgezbuy.com/category.aspx?CatID=50&MaiCatID=0.
I got the information about various models of refrigerator from these
sites.
I have studied Research methodology, methods and
techniques
by
Kothari
C.R,
new
age
international
ltd.
RESEARCH
METHODOLGY
RESEARCH METHODOLOGY
Research:
Research in common parlance refers to a search for knowledge.
Research can also be defined as a scientific and systematic search for
pertinent information on a specific topic. In fact, research is an art of
scientific investigation. The Advanced Learner's Dictionary of current
English lays down the meaning of research as a careful investigation
or inquiry especially through search for new facts in any branch of
knowledge". Marketing
Research
is
the
systematic
design,
Research methodology:
Research methodology may be understood as the science of study
how research is done significantly and scientifically.
The objective of this section is to describe the research procedure and
methods that have been adopted for the achievement of the project
objectives. The Research methodology adopted for the study, which
is intended to examine the Consumer Preference in Selected
Brands ( Whirlpool, Videocon , LG ) of 200 Lts Refrigerators on the
Basis of Price, Brand Name, Quality & after sales services in the
Region of Yamuna Nagar .
DATA COLLECTION
Data collection includes the type of data & the source of data that we
used while doing a project.
The data is collected from both primary and secondary sources.
PRIMARY DATA
Primary data is the data which is new .we use the primary source to
collect the primary data. Primary source include personal meeting/
interviewing method . As a primary Source of data I have filled the
questionnaires from different customer who were using different brands
of refrigerators of 200 lts ( Whirlpool, Videocon , LG ).
QUESTIONNAIRE
An questionnaire is prepared to examine the Preference in Selected
Brands ( Whirlpool, Videocon , LG) of 200 Lts Refrigerators. The
language of questionnaire should be so simple & easy so that every
one can answer easily. These questions has helped me to study the
Preference of consumer
SECONDARY DATA
The data which is already in existence is known as secondary data.
Secondary sources include websites, brochures of the respective
companies, various papers, and magazines published from time to
time. Historical documents and other sources of published information.
SAMPLING DESIGN
It includes size of sample & the technique that we used for selecting
the different items from the sample. A sampling design is a definite plan
for obtaining a sample from a given population. It refers to the
technique that the researcher adopts in selecting items for the sample.
It should be ensured in the sampling process itself that the sample
selected is representative of the population.
Sample size
By sample size we mean that the number of people to be selected
from the population to make a sample. A sample size should be
sufficient enough that can serve our purpose.
It should have Efficiency, Flexibility, and Reliability.
My sample size is of 100 people of Yamuna Nagar those are using the
refrigerator.
Sample unit
Sample unit is individual customer of Yamuna Nagar whose Preference
has to be examined.
Sample technique
This is the type of technique that one uses to
ANALYTICAL TOOL
The
tool
that
have
applied
on
my
research
report
is
Correlation Analysis
Correlation analysis refers to the techniques used in measuring the
relationship between the variables.
According to Simpson and Kafka correlation analysis deals with the
association between two or more variables.
It helps in determining the degree of relationship between two or more
variables but it does not tell us anything about cause and effect
relationship.
Types:
Correlation is classified in several different ways. Three of the most
important ways are
Positive or negative
Simple partial or multiple
Linear or non-linear
There are two types of variables
Static-Consumer preference
Dynamic- Brand Name ,Price, Quality, After sales Services.
I have shown the correlation between these two types of variables.
Group Correlation
Whirlpool Videocon f
0
1
8
2
25
dx
-2
LG
-1
15
-50 100
26
-1
0
1
11
18
2
9
15
6
4
7
3
24
40
11
-24 24
0
0
11 11
7
0
1
46
-46
46
39
38
0
0
0
16
16
16
-5
100
-30
62
34
-63 135
34
dy
Brand
image
Quality
Price
After
sales
service
f
fdx
fdx2
fdxdy
Correlation
r=
f fdy2 - (fdy)2
3400-1890
=
6200-900
=
13500-3939
1510
5300
9561
1510
=
72.8
97.78
1510
=
7118.4
r=
0.2121
HYPOTHESIS TESTING
The chi-square test is one of the most simplest and widely used nonparametric test in statistical work. The symbol is Greek letter chi. It was
first used by Karl Pearsons in the year 1990. the quantity chi-square
describes the magnitude of the discrepancy between theory and
observation
Chi-square=
(O-E)2
E
E=expected frequency
Degree of freedom:
While comparing the calculated value of chi square with the table
value, we have to determine the degree of freedom. By degree of
freedom we mean the number of classes to which the values can be
assigned arbitrary or will without violating the restriction or limitations
placed.
H0 = let us take the hypothesis that brand image, Price, quality, after sale service and looks
do not influence the customer in their buying decision.
H1= let us take the hypothesis that brand image, Price, quality, after sale service and looks
influence the customer in their buying decision
Brand
Image
Influence
25
on buying
decision
Perception 17
of
customers
while
buying
refrigerator
Total
42
Quality
Price
Looks
Total
40
After
sales
services
11
24
100
27
35
15
100
51
75
17
15
200
42100
E11=
=21
200
51100
E12=
= 25.5
200
75100
E13=
=37.5
200
17100
E14=
=8.5
200
15100
E15=
=7.5
200
42100
E21=
=21
200
51100
E22=
= 25.5
200
75100
E23=
=37.5
200
17100
E24=
=8.5
200
15100
E25=
=7.5
200
Brand
Image
Influence
21
on buying
decision
Perception 21
of
customers
while
buying
refrigerator
Total
42
Quality
Price
Looks
Total
37.5
After
sales
services
8.5
25.5
7.5
100
25.5
37.5
8.5
7.5
100
51
75
17
15
200
Observed
frequency(O)
25
17
24
27
40
35
11
6
0
15
Total
2 =
Expected
Frequency(E)
21
21
25.5
25.5
37.5
37.5
8.5
8.5
7.5
7.5
O-E
(O-E)2
(O-E)2/E
4
-4
-1.5
1.5
2.5
-2.5
2.5
-2.5
-7.5
7.5
16
16
2.25
2.25
6.25
6.25
6.25
6.25
56.25
56.25
.761
.761
.088
.088
.166
.166
.73
.73
7.5
7.5
18.502
{(O-E) 2}
= 18.502
E
Degrees of freedom = V = (r-1) (C-1)
= (2-1) (5-1)
= (1) (4)
=4
At degrees of freedom V = 4, 2.05 = 9.49
Since the tabulated value of 2.05 = 9.49 is less than the calculated
value of 2 so, we reject the null hypotheses (H0).
Hence it is proved that brand image, Price, quality, after sale service
and looks influence the customer in their buying decision
RESULTS
AND
FINDINGS
RESULTS AND
DISCUSSIONS/FINDINGS
No. of Respondents
100
LG
Whirlpool
46
Videocon
38
16
No. of Respondents
100
News
papers
Magazines Through
friends
38
16
27
others
19
No. of Respondents
100
Brand
image
Price
Quality
After Sales
Services
25
40
24
11
No. of Respondents
100
Self
Friends/relatives Family
others
members
15
26
38
21
No. of Respondents
100
Fully aware
Less aware
31
28
Unaware
41
No. of Respondents
100
Brand
Image
Price
21
35
28
Style/looks
No. of
Respondents
100
Fully
Satisfied Undecide
Satisfied
d
12
43
26
Less
poor
satisfied
13
INTERPRETATION: on asking that whether the customers were satisfied with the
overall performance of the refrigerator, only about 13% reported that they were
Less satisfied whereas about 43% said they are satisfied with the performance of
the refrigerator.
No. of Respondents
100
LG
Whirlpool
38
31
Videocon other
14
17
No. of Respondents
100
Yes
No
37
63
SUGGESTIONS
SUGGESTIONS
On the basis of the survey conducted by me, following suggestions are
to be considered:
The companies should work on promotional efforts to increase
the awareness of the consumers.
The Company should send their representatives to contact
personally to the customers to avoid any communication
problems.
The Company should give more Attention to all the segments.
The companies should come up with some attractive schemes to
attract more & more customers.
Proper advertisement should be given in order to remind the
customers about their schemes and other benefits.
People generally consider price While purchasing a refrigerator
to company should emphasize on competitive prices.
BIBLIOGRAPHY
BIBLIOGRAPHY
Research methodology, methods and techniques by Kothari C.R,
new age international ltd. Publishers, Second edition.
Statistical method by Gupta S.P, sultan chand and sons,
educational publishers, New Delhi.
Marketing research by Sharma D.D, sultan chand and sons,
educational publishers, New Delhi.
Marketing management by Chabra T.N and Grover S.K,Dhanpat
rai and company(pvt.)ltd. Educational and technical publishers,
edition 2005.
Consumer Behavior by David L. Loudon, Albert J. Della Bitta,Tata
McGraw hills Publishing Company Ltd, 4th Edition.
Consumer Behavior in Indian Perspectives (First Edition: 2001)
by Suja R. Nair, Himalaya Publishing House, Mumbai-400004.
Chapter 1, Page 3-6.
ANNEXURE
QUESTIONNAIRE
Consumer Preferences in selected brands
(Whirlpool, Videocon, LG) of 200 lts refrigerators
on the basis of Price, Brand name ,Quality &
After sales Services
Name: -
Gender:-
Place: -
Age:-
Occupation: -
Income:-
No
Videocon
Whirlpool
5. How did you come to know about your brand /model of Refrigerator?
Newspaper
Magazines
Through Friends
Brand image
Price
Quality
After Sales Services
7. Who influenced you more in your buying decision?
Self
Friends/Relatives
Family member
Others
8. Awareness about Refrigerator Brand available in the market Fully aware
Less aware
Unaware
9. What did you perceive first while buying a Refrigerator Brand Image
Price
Quality
After Sales Services
Style/Looks
10.Are you satisfied with its overall performance?
Fully satisfied
Satisfied
Undecided
Others
Less satisfied
Poor
11.According to you which company gives the most beneficial schemes to the
Customers?
LG
Whirlpool
Videocon
Other
12.What are your views about brand image of following brands of Refrigerator?
Very good
Good
Average
Bad
Worst
Whirlpool
Videocon
LG
13.What are your views about Price of following brands of Refrigerator?
Very High
High
Average
Low
Very Low
Whirlpool
Videocon
LG
14.What are your views about Quality of following brands of Refrigerator?
Very good
Whirlpool
Videocon
LG
Good
Average
Bad
Worst
15.If any of other brands of Refrigerator offers you any attractive scheme, will you
go for that brand?
Yes
No
16.Suggestion/problems, if any
..
..
..
Influence
Perception
Brand Image
25
17
Quality
Price
24
27
40
35
looks
Independence tests between the rows and columns in the contingency table:
Chi-square test:
Chi-square (observed value)
Chi-square (critical value)
DF
One-tailed p-value
Alpha
18.504
9.488
4
0.001
0.05
Decision:
At the level of significance Alpha=0.050 the decision is to reject the null hypothesis of
independence between the
rows and the columns.
In other words, the dependence between the rows and the columns is significant.
0
15
24.330
9.488
4
< 0.0001
0.05
Decision:
At the level of significance Alpha=0.050 the decision is to reject the null hypothesis of
independence between the rows
and the columns.
In other words, the dependence between the rows and the columns is significant.
Table of the statistics testing the independence rows/columns:
Value
18.504
24.330
Chi-square
Wilks' G
Value
0.304
0.304
0.215
0.291
0.093
0.012
0.052
DF
4
4
p-value
0.001
< 0.0001
Factors/Group
Brand name
Quality
Price
After sales
services
others
Group 1
10
9
13
Group 2
8
8
10
Group 3
2
4
5
Group 4
2
2
2
Group 5
2
1
4
2
1
4
2
2
1
1
1
2
2
Observation coordinates:
Observation
8
2
2
2
Dim1
-2.065
-2.784
4.578
0.271
Dim2
-1.934
-2.199
-1.867
6.000
0
0.766
6.644
8.271
2
0.766
0
7.370
8.750
2
6.644
7.370
0
8.969
2
8.271
8.750
8.969
0
0
0.766
2
0.766
0
2
0.644
-0.630
2
0.271
-0.250