A STUDY ON JOB SATISFACTION OF EMPLOYEES IN VIVEKS, CHENNAI, CHENNAIProject submitted toTHE DEPARTMENT OF BUSINESS ADMINISTRATIONMAR GREGORIOS COLLEGECHENNAI-600037

A Dissertation Submitted in Partial Fulfillment of Requirement For TheDegree of Bachelor in Business Administration.Submitted bySanthosh (NK22727)************* (NK22732)************** (NK22738)

Under the guidance ofMr.K.Gurumoorthy,MBA Assistant ProfessorDEPARTMENT OF BUSINESS ADMINISTRATIONMAR GREGORIOS COLLEGECHENNAI -37MARCH 2015

CERTIFICATE

This dissertation, A STUDY ON JOB SATISFACTION OF EMPLOYEES IN VIVEKS, CHENNAI is a record of bonafide research work done by the students during the period of their internship at Viveks from 2nd January to 31st January, 2015. This dissertation has not been previously formed for the award of any degree, associate ship, fellowship or similar title and it represents independent work on the part of the students.

BONAFIDE CERTTIFICATE

This is to certify that the group project titled, A STUDY ON JOB SATISFACTION OF EMPLOYEES IN VIVEKS, CHENNAI is done by EBENEZER PAUL.I NK22727, MOHAMMED FAARIZ.T NK22732 and SUDHARSAN.M NK22738, III BBA, Mar Gregorios Arts and Science College, Mogappair, Chennai, in the year 2014 2015 for the completion of Bachelors Degree in Business Administration.

Project Guide

Head of Department Principal

Date: ________________

VIVA VOCE EXAMINATION

The Viva Voce examination of this project titled, A STUDY ON JOB SATISFACTION OF EMPLOYEES IN VIVEKS, CHENNAI submitted by EBENEZER PAUL.I NK22727, MOHAMMED FAARIZ.T NK22732 and SUDHARSAN.M NK22738, University of Madras held on _____________

Internal Examiner External Examiner

DECLARATION

We hereby declare that the project work A STUDY ON JOB SATISFACTION OF EMPLOYEES IN VIVEKS, CHENNAI is a Bonafied record of work done by us in partial fulfillment for the degree of Bachelor of Business Administration. Under the guidance of Mr.N.S. Vijay Ganesh, HOD Department of BBA, Mar Gregorios College, Chennai-600037, and the same has not been submitted elsewhere for the award of any degree.

Date:

Names: Signatures

ACKNOWLEDGEMENT

First of all we would like to thank the almighty God for giving the Knowledge and strength in completing this project. We would like to express our heartfelt gratitude to the management of Mar Gregorios College for having admitted me in the course. We would like to thank our beloved principal Dr.P.PRAKASAM and our Secretary Fr. SABU VARGHEESE MARUTHOOR who have been a source of inspiration. It takes immense pleasure for us in thanking Mr.N.S.VIJAYAGANESH our Head of the Department for his continuous motivation in our Internship and Project Work.

We thank our Research Supervisor Mr.D.KALAIARASAN Assistant Professor of BBA Department who has given valuable guidance for successful completion of the work.

We would also like to thank the Manager of VIVEKS PRIVATE LIMITED Mr.J.ARTHIMANGALAM for providing us valuable information about the company in preparation of this project report.

I thank all our department faculty members for their invaluable support for bring the matter into the light

We are thankful for parents, friends and computer operators who have rendered constant support whenever needed to complete this project work.

CONTENT

PARTICULARS:

CHAPTER I . INTRODUCTIONCHAPTER II REVIEW OF LITERATURECHAPTER III ..RESEARCH METHODOLOGYCHAPTER IV . DATA ANALYSISCHAPTER V . FINDINGS AND SUGGESTIONS

LIST OF CONTENTSS.NO.CHAPTERSPAGE NO.

1Introduction about topicCompany profileIndustrial profile

2Literature reviewNeed of studyScope of study

3Research methodologyResearch method typeData typeData collection methodSampling designSampling methodNumber of sampling sizeData analysis tools

4DATA ANALYSISPercentage analysis methodWeighted average method

5Findings, Limitations & Conclusions

LIST OF TABLESTABLE NOTITLEPAGE.NO

1Gender Of Respondents39

2Age Of Respondents40

3Marital Status Of Respondents41

4Occupation Of Respondents42

5Monthly Income Of Respondents43

6Respondents understand for product features the demo session44

7Respondents understand for VIVEKS billing detail45

8Respondents understand for EMI services of VIVEKS46

9Respondents understand for VIVEKS delivery service47

10Respondents response for highly satisfied48 to 49

11Respondents response for retail shops providing better services50

List of ChartsChart NoChart NamePage No

1Service at receptions53

2Demo services54

3Billing services55

4Product replacement services56

5Financial services57

6Product delivery services58

7Installation services59

8After sales services60

CHAPTER 1

INTRODUCTION

INTRODUCTION

The topic of research here is consumer preference towards purchase of refrigerator on the basis of price, brand name, type of refrigerator and colour. So the product 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 decline consumer strictly in terms of economic goods and services. This position hold the consumers are potential purchases of product and services offered for sale.

Generally purchase television for entertainment later consumers purchase refrigerator to home. The second order of buying a household appliance is refrigerator. Refrigerator is a value item with technical content. There are more number of manufactures are promoting the refrigerators products to market.

Today buyers purchasing refrigerators based on the size, colour, quality, price, brand image, deign, model of the brand available. Therefore manufacturers are promoting using different strategies to build brand image and goodwill. The length of the product life cycle is short in household appliances like television, refrigerator, washing machine etc due to technology. The improve of technology increase the expectations of the customers and more number of alternatives in the market. The dealers loyalty plays a major role to selling refrigerators products and added value to the products.

Most of the manufactures are diversified their products to meet the all classes of the customers. People are smarter spending financially towards household appliances and more demanding for fewer prices. People found more uses to purchase refrigerator products begin

with preserving food items, vegetables and other things. Nowadays refrigerators are available for different purposes and preserve different things. The usage of refrigerator varies from domestic usage and business.

Hence refrigerators are necessary for all sectors of users but buying behaviour of consumers differs from place to place and people to people. This study helps to ascertain the factors influencing the buying behaviour of a consumer. Some of the factors which are taken into consideration are brand name, delivery, size, and price, and colour, utility and sales service. These factors are taken because each of them are combined with others influences the buying decision of the consumer.

Consumer behaviour

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 behaviour research goes far beyond the fact of consumer preferences and encompasses all of the behaviours that consumer display in searching for purchasing, using, evaluating and disposing of product and services that they expect to satisfy their need.One official definition of consumer behaviour is the study of individuals, groups or organisations and the processes they used to select, secure,use and dispose of products, services, experience, or ideas to satisfy need and the impact that this processes have on the consumer and the society.

CONSUMER PREFERENCES The underlying foundation of demand, therefore, is a model of how consumers behave. The individual consumer has a set of preferences and values whose determination are outside the realm of economics. They are no doubt dependent upon culture, education, and individual tastes, among a plethora of other factors. The measure of these values in this model for a particular good is in terms of the real opportunity cost to the consumer who purchases and consumes the good. If an individual purchases a particular good, then the opportunity cost of that purchase is the forgone goods the consumer could have bought instead. We develop a model in which we map or graphically derive consumer preferences. These are measured in terms of the level of satisfaction the consumer obtains from consuming various combinations or bundles of good

The consumers objective is to choose the bundle of goods which provides the greatest level of satisfaction as they the consumer define it. But consumers are very much constrained in their choices. These constraints are defined by the consumers income, and the prices the consumer pays for the goods. We will formally present the model of consumer choice. As we go along, we will establish a vocabulary in order to explain the model. Development of the model will be in three stages. After a formal statement of the consumers objectives, we will map the consumers preferences. Secondly, we present the consumers budget constraint; and lastly, combine the two in order to examine the consumers choices of goods.

COMPANY PROFILE

AboutViveks

Vivek Limited is a professionally managed public Limited company carrying three retail brands viveks, Jainsons, adding to the formidable strength of 1000 employees. Vivek Ltd is one of the most leading and respected consumer electronics and home appliances retail chain in India.Vivek popularized several brands by creating visibility and has the distinction of being a market leader and trendsetter with continuous support from the principal companies. Reliable services are ensured through cordial customer relationships. CII and Mickinsey raved about the Viveks brand as more trusted than the brands it sells.

The story of Viveks

B.A Lakshmi Narayana Setty influenced by the ideals of Swami Vivekananda set up a small shop of 200Sq.ft., at Mylapore Chennai, with an investment of only Rs.10,000 ( USD 230) to sell electrical fitting and folding chairs. Added slowly radios, fans, mixers, irons, heaters and other household equipments. He named his business Viveks & Co inspired by his Guru Swami Vivekananda. B.A Kodandaraman took over his reins of Viveks after the demise of his brother B.A Lakshmi Narayana Shetty and increased the turnover of Rs. 1.65 lakhs ( USD 3,840) in the first year to a stunning figure of 28 cores (643680) by 1980.

During the initial stages the consumer durable electronics were consolidated luxury to make them reach the mass middle class families. Viveks started an in-house easy monthly installments scheme. This also helped the company to increase its business and gain new customers.

OurHistory

Founders Vision

The Founder had a vision, of

Offering the best products to people on the most affordable terms; Rendering uncompromising customer care Offering employment to the deserving and the needy

Serving the larger interests of the Society in ways dear to him

The Concept of more

With the opening of two new showrooms at Purusaiwalkam (1968) and T. Nagar (1980), Vivek and Co broke new ground by being the first to the widest range of consumer durables under one roof.Viveks had spent several years laying the foundation for an explosive growth. Its mission was to be Indias first truly world class, consumer durable retailing chain. It aimed to achieve this through.

Geographical expansion, Upgrading operational standards, Widening its product range, Offering easy finance solutions and Quality advertising, publicity and promotional efforts, creating consumer awareness in the process.

Its strategy was to offer customers more of everything, viz.

More space, More products, More brands and models, More service, More attractive promotions.

Thus, was born the concept of ViveksThe unlimited Shop.

While the first 30 years saw the setting up only 3 showrooms, the subsequent 4 years saw spurt of growth an addition of 50 more showrooms through the expansions and acquisitions.By these strategic initiative for rapid expansion, by incorporating Viveks Ltd in 1994, established its dominance in the two states on Tamil Nadu and Karnataka with 51 showrooms covering a retail space over1, 75,000 sq.ft and boasting of a group turnover of Rs. 400 Crores!!The future plans envisage setting up of50 more showrooms in south India.

OurManagement Team

Such a meteoric growth has been made possible by the dedicated efforts of the Three Setty brothers, who always ensured that Viveks was ahead of its time by creating and establishing competitive, advantages introducing systems to enhance operational effectiveness, changing with times, without in anyway diluting their CORE BELIEFES of

Offering the best products to the people on the most affordable terms Passion for the very best products and service, and Commitment to Quality.

Board of Directors

B.A. KodandaramanChairman & Managing Director

B. A. ChandrashekarDirector

B.A. SrinivasaDirector

GroupCompanies

Viveks Lockers

Viveks group addressed the ever growing need of customers by launching vivek Safe Deposit Lockers Ltd in Mylapore, Chennai in the year 1993, known as Viveks Lockers. A high safety vault room, in spacious environment houses more than 800 lockers and provides safe storages facility. The Lockers are certainly situated in the city of Chennai for customer convenience,The board of directors of Viveks Lockers consists of renowned professionals varied schemes were introduced to suit customer requirements. Viveks Lockers opened a second branch in Nanganallur, Chennai in 2002.

Vivek Agencies

Viveks with a novel approach to retail business, ventured into a new area in the distribution channel. Viveks group realized the importance of an integrated approach to retailing well ahead of time and set up a distribution firm Vivek Agencies in 1976. Starting with the distribution of Sumeet Mixers, the company has added a whole range of products to its distribution basket.

Awardsand Recognitions

Awards and Recognitions are an integral part of Viveks history asit is more trusted than the brand it sells!!The latest, of national and global importance are..

Platinum Award from Panasonic (Ideas for Life) for 2008-2009. Usha Fans Star Performer Modern Retail 2007 -2008. Canon Best Performing Partner. Excellence Award from Sowbaghya our channel partner 2007-2008. Highest performance award ( chain stores )from voltas 2007. Best Performance award from Sony 2007. Star award from Godrej 2006-2007. Out standing contribution from TaTa sky 2006-2007. Best dealer award( all categories sales) from Sony 2006. Images Retail Awards, the first of its kind in India, held in New Delhi during September 2004 saw Vivek bagging the Retailer of the year Award in the Consumer Electronics section. Vivek also figures in the first ever listing of the top five hundred retailers in the ASIA PACIFIC REGION across all segments of retailing. Needless to add no other retailer of consumer durables in India found a mention in that list!

INDUSTRY PROFILE

Indian Consumer Durables Industry

CONSUMER DURABLESWhite GoodsKitchen Applicances/Brown GoodsConsumer Electronics

Refrigerators

Washing Machines

Air-conditioners

Speakers and Audio Equipments Mixers

Grinders

Microwave Ovens

Iron

Electric Fans

Cooking Range

Chimneys Mobile Phones

Televisions

MP3 Players

DVD Players

VCD Players

The Consumer Durables industry consists of durable goods and appliances for domestic use such as televisions, refrigerators, air conditioners and washing machines. Instruments such as mobile phones and kitchen appliances like microwave ovens are also included in this category. The sector has been witnessing significant growth in recent years, helped by several drivers such as the emerging retail boom, real estate and housing demand, greater disposable income and an overall increase in the level of affluence of a significant section of the population. The industry is represented by major international and local players such as BPL, Videocon, Voltas, Blue Star, MIRC Electronics, Titan, Whirlpool, etc.The consumer durables industry can be broadly classified into two segments: Consumer Electronics and Consumer Appliances. Consumer Appliances can be further categorised into Brown Goods and White Goods. The key product lines under each segment are as follows.

Industry Size, Growth, TrendsThe consumer durables market in India was estimated to be around US$ 4.5 billion in 2006-07. More than 7 million units of consumer durable appliances have been sold in the year 2006-07 with colour televisions (CTV) forming the bulk of the sales with 30 per cent share of volumes. CTV, refrigerators and Air-conditioners together constitute more than 60 per cent of the sales in terms of the number of units sold. Key Consumer Durables - Share by Volume

Colour Television sets (CTVs)30%

Refrigerators18%

Air-conditioner13%

Washing Machines5%

Others34%

In the refrigerators market, the frost-free category has grown by 8.3 per cent while direct cool segment has grown by 9 per cent. Companies like LG, Whirlpool and Samsung have registered double-digit growth in the direct cool refrigerator market.In the case of washing machines, the semi-automatic category with a higher base and fully-automatic categories have grown by 4 per cent to 526,000 units and by 8 per cent to 229,000 units, respectively.In the air-conditioners segment, the sales of window ACs have grown by 32 per cent and that of split ACs by 97 per cent. Since the penetration in the urban areas for these products is already quite high, the markets for both CTVs and refrigerators are shifting to the semi-urban and rural areas. The growth across product categories in different segments is assessed in the following sections.

Consumer Electronics The CTV production was 15.10 million units in 2006-07 and is expected to grow by at least 25 per cent. At the disaggregated level, conventional CTV volumes have been falling while flat TVs have grown strongly. Market sources indicate that most CTV majors have phased out conventional TVs and have been instead focusing more on flat TVs. The flat segment of CTVs now account for over 60 per cent of the total domestic TV production and is likely to be around 65 per cent in 2007-08. High-end products such as liquid crystal display (LCD) and plasma display CTV grew by 400 per cent and 150 per cent respectively in 200607 following a sharp decline in prices of these products and this trend is expected to continue. The audio/video player market has seen significant growth rates in the domestic market as prices have dropped. This trend is expected to continue through 2007- 08, as competition is likely to intensify to scale and capture the mass market. Mobile Phones The New Opportunity Mobile phone production in India is expected to grow at a Compound Annual Growth Rate (CAGR) of 28.3 per cent from 31 million units in 2006 to 107 million units in 2011. Production of mobile phones is expected to be a US$ 13.6 billion industry by 2011. The current US$ 4.9 billion industry revenue is growing at a CAGR of 26.6 per cent. The growth of mobile telephony market is highest in India with 6 to 7 million subscribers being added on a monthly basis compared to the US, which adds 2 million subscribers and China, which adds about 5 million subscribers. India is also emerging as a global base for handsets as key global players. India produced nearly 31 million mobile phones in 2006 worth about US$ 5 billion. This segment made the largest contribution to overall electronics production revenue and the total available market for semiconductors. For 2007, it is projected that the handset production will increase by 68 per cent in volume to about 51 million units and 65 per cent in value terms. Starting on an already strong base, over six million users are being added every month and are building a large local market for mobile manufacturers.

Low mobile penetration and favourable government policies are driving global mobile phone manufacturers to set up manufacturing facilities in India. Nokia started its manufacturing unit in Chennai in January 2006 and produced about 25 million handsets in the first year of its operation. India has now become the second largest market for Nokia phones in the world. Nokia is also exporting mobiles from its Indian facilities to Sri Lanka. Motorola and Electronics Manufacturing Service vendors (EMS) like Foxconn and Flextronics have also set up plants in IndiaAccording to a study by Gartner, though the worlds top five handset makers will retain a major share of production volume, local manufacturers can be expected to capture up to a fifth of Indias overall mobile phone production volume by the end of 2011. Growing demand for low-cost mobile phones and the need for EMS vendors to reduce their revenue exposure to Nokia, Motorola and Sony Ericsson, for whom they are now manufacturing in India, are the key factors expected to contribute to this trend. Most of the components are imported today. Development of local component manufacturing industry will be essential for continuous growth of total handset manufacturing. Given the price-sensitivity of the Indian consumer, access to lowcost, feature-rich and local-specific chip designs, as well as a strong distribution network, remain key considerations in this market. Key stakeholders in the mobile phone industry value chain provide these, and local manufacturers could be expected to look to form alliances and partnerships.White Goods Increased consumer demand is expected to boost the white goods segment to achieve production levels of US$ 5.09 billion by the end of 2007-08 against US$ 4.54 billion in 2006-07, with a growth rate of 12.5 per cent.Air-Conditioners Growth in the white goods segment was largely driven by the Air-conditioner (AC) segment. Within this, split ACs have been the main growth drivers, recording a growth of over 90 per cent in 2006. Growth, albeit at a slower rate

, 2006dia, 2006Market share (Segmentation), share (Segmentation)

Market Share (segmentation), ACs India, 2006

GDGHDGHHDGHDDDDDDDDDDDDDDDDDndia6Market share (Segmentation),ACs India, 2NN006

Pvt Sector25%

Domestic20%

Corporate20%

Public Sector15%

Government15%

Hospitals5%

of 32 per cent, has also been experienced in the segment of window ACs. The window AC segment is slightly less organised as compared to split AC segment. The market for air-conditioners is divided quite uniformly across customer segments, with about 45 per cent share for private sector corporates, 20 per cent for domestic use, 15 per cent each for public sector companies and government use and 5 per cent for hospitals.Washing Machines The sales of washing machines has grown from about 780,000 units to 1,948,000 units during the period, fiscal year 1999 to 2007, registering a near 12.2 per cent annual growth rate. The washing machine market may be segmented into semi-automatic and fully automatic machines. Semiautomatic washing machines enjoy a dominant share of 85 per cent. Fully automatic washing machines have been gaining share as a consequence of product improvement, competitive pricing and resultant convenience. However, semi-automatic machines will continue to play a major role in the Indian market for quite sometime. Fully automatic washing machines have been the growing at 44.5 per cent and semi-automatic segment, at about 18 per cent The entry of MNCs has widened the range to more than 10 brands with a proliferation of models, while ensuring technology upgradation. A visible impact of this churn has been the exit of a few established players from the market.Refrigerators Refrigerators are one of the most sought after appliances in Indian middle class homes. The refrigerator market has two segments: Direct Cool and the relatively new Frost-Free type.

The market for refrigerators in 2006-07 was about 6.5 million units. The growth of refrigerator segment is projected to be between 18 to 22 per cent over the next 5 years.A critical success factor for the refrigerator market, given its widespread use, is deeper reach into the market and increased penetration. Recently, the market is getting reinforced by the replacement segment as well.Vacuum Cleaners Vacuum Cleaners are an emerging segment in the Indian market, still at a nascent stage. The drivers for demand have been the improvement in life style and higher aspirations of urban middle class and the top income brackets. While the market has been growing, this segment is not expected to reach significant volumes soon.Part of this could be attributed to the lifestyle compatibility of Indian customers with the product. In the large majority of Indian houses, for instance, floors are not carpeted and the product will have to meet dual requirements of sweeping and mopping. Another impediment to the adoption of vacuum cleaners has been the availability of cheap domestic help in most cities.Domestic Electrical Appliances Brown goods or domestic kitchen appliances are indicators of the changing consumer scenario in post-liberalisation economic environment. The major products constituting the brown goods market are mixers, grinders, irons, microwave-ovens, rice cookers, water heaters or geysers, electric fans and exhausts.The branded brown goods market has expanded at a significant pace and is expected to retain the momentum into the future as well. The market has been transformed by the entry of over a dozen new brands, moreover competition has intensified. While focus on price competency remains a key priority, players have also started focusing on other product features such as safety and total cost of ownership of the device. Goods, like the rice cooker have been continuously growing in a slow and steady manner over a significant period of time, while microwave ovens have grown exponentially after the initial period of customisation to local requirements.

The electrical iron market can be divided into two segments: heavy and light-weight. The market is also segmented into two sub-segments: steam and non-steam irons.India being a tropical country, electric fans are an essential utility for more than six months of the year in most parts of the country. The present market size is estimated at around 11.6 million pieces. The market is divided among ceiling, pedestal, wall and table fans. Industrial and exhaust fans are another important segment. The major players include Orient Fan, Crompton Greaves, Jay Engineering, Bajaj Electricals, Polar, Khaitan and Alsthom.The electrical appliances industry, which had been focused on the urban market, is now reaching out to semi-urban and rural markets as well, because of the shift in living style of the population, increasing electrification of villages and relatively higher purchasing power of consumers. As the market penetrates into the core middle class segment in both urban and rural areas, it is expected to expand phenomenally, offering large volumes to the industry.Trends Favoring the Growth of the Consumer Durables Industry The key trends that impact the Indian Consumer Durables Industry today are reflected in the diagram and discussed separately in the following sections.Increasing Share of Organised Retail The urban and rural markets in India are growing at an annual rate of 7 to 10 per cent and 25 per cent respectively. One of the key enablers of this growth has been the increasing penetration of organised retail. While there are established distribution networks in both rural and urban India, the presence of well-known brands and organised sector is increasing.At present around 96 per cent of the more than 5 million retail premises of all types in India are smaller than 50 sq mtrs. This situation is, however, transforming. Shopping malls are becoming increasingly common in Indian cities, and based on plans announced by key developers, a proliferation of new malls is expected over the next three years. Although many of the new malls would be much smaller than their western counterparts, Indian consumers will have a far larger number of attractive, comfortable, brand-conscious outlets in which to shop. As a result, the organised retail industry is expected to cover a market share of 15 to 18 per cent by the end of 2010, from just 3 per cent at present.

This will have a positive impact on the consumer durables industry, as organised retailing would not only streamline the supply chain, but also facilitate increased demand, especially for high-end and branded products.Narrowed Price Gap and Increased Affordability of Products Advanced technology and increasing competition is narrowing the price gap between products in this sector, which has driven demand and enabled high growth. Products that were once beyond the reach of the middle class Indian are now affordable to many. Growth in demand for products, once considered luxuries, such as air-conditioners, washing machines and high end CTVs, is a reflection of this phenomenon.Entry of Large Players Increasing Competition With potential heavyweight retail stores like Croma, E Zone and Reliance Digital, the high-end segment has been exposed to a new form of purchase, allowing the consumer to feel/experience the product in a suitable ambience (significant in decision-making). Part of the growth momentum in high-end segments of consumer electronics could be attributed to the competitive evolution of organised retail, stimulating the demand through exposure to high end shopping experiences.Rupee Appreciation Raw material cost constitutes more than 75 per cent of expenditure incurred by consumer durable manufacturers in India. The rapid appreciation of rupee vis--vis the US dollar in 2007 is expected to ease raw materials costs for Indian manufacturers and benefit those addressing the domestic market.Income Growth and Structural Changes Apart from steady growth in income of consumers, consumer financing has become a major driver in the consumer durables industry. In the case of more expensive consumer goods, such as refrigerators, washing machines, colour televisions and personal computers, retailers are marketing their goods more aggressively by providing easy financing options to the consumers by partnering with banks.While this is aimed at the lower and middle income groups, the higher income groups are also being attracted by opportunity.Critical Success Factors for Manufacturers in the Sector All key segments of the Indian consumer durables industry are growing and the industry

offers an attractive investment option. Success would require players to address a few key factors, based on the industry drivers and trends.Distribution and Service Network As the market spreads out from saturated urban regions to low penetration rural areas and tier II/III towns, distribution network and brand recognition will continue to play ever more significant roles in determining market share and profitability. The market for consumer durables is moving towards a stage where it could soon be defined as broad as it can be reached. The central government plans of making electricity available for all by 2012, will also open up immense opportunities for the consumer durables segment.Product Technology While the market is continuously expanding, there are several concerns that will have to be addressed while moving the focus towards tier III towns and rural areas. Total cost of ownership would be a key factor that would drive purchase in these regions. From an organised industrys perspective, success would be determined by superiority of product technology, which could provide added benefits to the customer, for example; low power consumption, low service requirement and low cost of operation.Innovation in Advertising and Promotions Increasing competition and technology adoption has led to a situation where the basic function of most of the consumer durable goods has been largely commoditised. This has created a situation where identifying a unique differentiating factor and promoting it effectively has become imperative. The advertising and promotions spends in the industry have been growing steadily.Significant focus has been laid on mapping key concerns, that could act as demand drivers and proactive marketing campaigns aimed at addressing specific concerns of prospective customers. For instance, instead of focusing on the basic space conditioning attribute, LGs AC marketing campaigns focus on health benefits resulting from their superior air filtering technology, thus striking a chord with urban consumers for whom safety from pollution and dust is perhaps as significant a need as air-conditioning.

Consumer financing has become a major engine of growth in the consumer-durables industry. In the case of more expensive consumer goods, such as refrigerators, washing machines, colour televisions and personal computers, retailers are joining forces with banks and finance companies to market their goods more aggressively. Among department stores, other factors that will support rising sales include a strong emphasis on retail technology, loyalty schemes, private labels and the sub-letting of floor space in larger stores to smaller retailers selling a variety of products and services, such as musical recordings and coffee.Attractive locations Since raw materials account for more than 75 per cent of the manufacturing cost of consumer durables and with a significant part of it being imported, Maharashtras, Gujarats and Tamil Nadus proximity to ports, high demand for durable goods and factor consolidation in manufacturing sector make them amongst the more considered destinations for investment in manufacturing.Opportunities for Investing in Consumer Durables Industry The rapid growth in the consumer durables industry offers several attractive investment options. Based on the industry size, growth trends and key drivers, the following segments can be outlined for their sustained growth: High End CTV Mobile Phones Distribution & Retail Some key Observations of Pertinence to Investors Branded products sell in unorganised retail as well Brands account for 10 per cent of the total consumer goods market in India, while organised retailing is around 2 per cent of the total industry. Though branded products are perceived to be costlier than non-branded products, the penetration of branded products is increasing. Threlative shares of branded products and organised retail indicate that a significant share of branded products is being sold through unorganised channels. This highlights the need for a strong distribution network to penetrate deeper into the potential market.

Different requirements to address urban and rural population While income levels are rising across consumer segments in both urban and rural markets, the level of infrastructure development and facilities vary widely across these markets. This has resulted in the emergence of two separate consumer segments with different demands. Independent retail outlets, handcarts and kiosks serve rural areas. In cities, independent retailers, retail chains (including shopping malls), department stores and supermarkets are becoming increasingly common.Products need to address Indian working environment The other major influence on the consumer durable industry is product customisation to address unique requirements of the Indian market. Some examples of products customised for India include refrigerators that can keep foodstuff cool for long even during a power cut and washing machines with extra rinse cycles. At the same time, these features are to be delivered at no extra cost to the consumer, given the price sensitive nature of the market.ConclusionThe consumer durables industry in India is set for sustained growth over the long term, fuelled by favourable consumer demographics, overall growth in services and industrial sectors and infrastructure development in suburban and rural areas. Several Indian and MNC players are looking to strengthen their presence in India to leverage this opportunity.Success in the long-term will require firms to develop a wide and robust distribution network, differentiate their products in areas of relevance to the consumer and innovate in the areas of promotion, product financing, etc. The product and approach to market need to be customised to suit the unique needs of the Indian market.

CHAPTER 2

REVIEW OF LITERATURE

Literature Review

According to a McKinsey Global Institute (MGI) study titled 'Bird of Gold': The Rise of India's Consumer Market, the total consumption in India is likely to quadruple making India the fifth largest consumer market by 2025. Urban India will account for nearly 68 per cent of consumption growth while rural consumption will grow by 32 per cent by 2025.

India ranks first in the Nielsen Global Consumer Confidence survey released in October 2010. India is one of the fastest growing markets in the world and the current consumer belief that recession would soon be a thing of the past has filled Indians with confidence, said Piyush Mathur, Managing Director, South Asia, The Nielsen Co. With 129 index points, India ranked number one in the recent round of the survey, followed by Thailand (117) and Australia (115).According to recent reports, the Indian consumer sector is attracting more interest from both private equity (PE) and mergers and acquisitions (M&A).

This heightened level of PE interest is evidenced by three PE deals which have happened in the consumer space in quick succession in the last few months Henderson Equity Partners' investment in Genesis Colors, IL&FS' private equity investment in The Mobile Store and investment by Bain Capital & TPG Growth in Lilliput Kidswear, said Ajay Arora, Partner, Transaction Advisory Services, Ernst & Young.

Consumer Durables

The Consumer durables recorded a growth of 31 per cent in October 2010. According to the Consumer Electronics and Appliances Manufacturers Association (CEAMA), the consumer durables and electronics sector has registered a 12-13 per cent growth in 2010. According to the industry body, the total size of consumer durables and electronics sector is around US$ 7.85 billion. The sales of display category products such as Flat Panel Displays -- LCDs, PDPs rose phenomenally by 45 per cent this year, while the sales of air conditioner and home appliances surged by nearly 12 per cent and 23 per cent respectively.

The Indian consumer electronic industry represents immense growth potential for years to come. The industry is expected to grow at a CAGR of nearly 19 per cent during 2010-2013 to

US$ 9.5 billion, according to a research report Global Consumer Electronics Market Forecast to 2013, by RNCOS. Rajesh Rajaguru and Margaret J Matanda state about consumer perception of store and product attributes and its effect on customer loyalty within the Indian retail sector. Store attributes are assessed in the dimensions of store appearance, service quality and convenience of store. Product attributes dimensions investigated include product quality, price and availability of new products. In this study, customer loyalty is considered as repeated purchasing behaviour of consumer towards a store. The results suggest that except product price, other store and product attributes have positive effects on customer loyalty.

J. Clement Sudhahar, Duraipandian Israel, A. Prabhu Britto and M. Selvam presented Service Loyalty Measurement Scale: A Reliability Assessment. This research article demonstrates the application of confirmatory factor analysis (CFA) in the scale development process of measuring the construct service loyalty (SERVLOYAL). The conceptualization of SERVLOYAL is presented, the dimensions forming the SERVLOYAL construct are figured out. The nitty-gritty of CFA is discussed.

Maive Suuroja (2003) states about service quality. Conceptualization & service quality perception have been the most debated and controversial topics in the services marketing literature to date. This paper analyzes the main debates about how to conceptualize service quality about the nature of perceived service quality (perception of performance vs. disconfirmation) and the formation of service quality (single construct vs. aggregation of several dimensions). The paper explores the main theoretical viewpoints and seeks supportive empirical evidences.B.B Goyal, Meghna Aggarwal Jr. (2009) presented empirical study on organized retailing market in India. Retail sector and its environment have experienced radical changes in the last decade. Most of the challenges are due to changing demographic, social, politic, business climate, and changes in the retail sector including the addition of Wall Mart, Carrefour, K-Mart, etc. This paper examines the relative importance of the various products purchased at organized retail outlets and the choice of format, the consumer has when purchasing a product. The paper also discusses the expected development of organized retail in the future, focusing on aspects with potential effects on consumer purchasing behavior.

Mohammad Amin (2008) presented Retailing in India: Assessing the Investment Climate the paper attempts to highlight the main problems confronting the retail sector in 41 large cities of India. The analysis reveals that inadequate power supply, access to finance and corruption are the three most severe problems. He has also shown that while labor laws are not too important an obstacle, they are beginning to make their presence felt. Competition in the sector is also low by international comparisons and pro-competitive reforms could hold the key for a significant improvement in retailing efficiency in the country. Lastly, he finds little evidence of a negative effect of large on small retailer.Marketing strategy

Dr. S. Sarvana (2010) In his article in Indian Journal of marketing entitled "A study an consumer behavior of woman with special reference to durable goods in coimbatore city- Tamil Nadu", found that education plays a keyrole in shopping behavior and higher income group respondents shop as and when they like; In majority women plays a major role in purchase decision and they prefer to prepare an item list before purchasing. Family influences the consumers behavior to a greater extent while purchasing. Majority of the respondents prefer to purchase products from departmental store rather than any other shop. Most of the people recommend the product purchased by them to others. People give preference to product quality. Most of the satisfied with the factors such as price, quality, availability of service and design of durable goods. In the present study we are internal to know wither people in Allahabad City as satisfied with the price, quality, availability, service and design of electronic goods.

Delsapratim Purkayastha (Sep. 2009) In his study published in case folio the Icfai Journal of management case studies entitled, "Realities of emerging markets : Some lessons from uni lever's strategy for lifebuoy & Sunsilk in India" The case focuses on HUL'S strategy for growing two mature brands with mass appeal Life buoy and Sunsilk by targeting new segments in innovative ways. With India being waived as a test market for emerging markets strategies analysts felt that the learning from these initiatives would help unilever develop a strong presence in other 'emerging markets strategies as well. The case tries to dispel the myth that emerging markets are only about devising strategies to target the huge BOP segment Analysts are of the opinion that HUL'S success in India was due to its ability to cater to all segments by adapting products, prices and promotion to each of them.

Indu P and Vivek Gupta (Sep. 2007) In their case study published in case folio the Icfai journal of management case studies entitled "Marketing strategies of Harley Davidson" had viewer that the marketing strategies of the usbased motorcycle manufacturer Harley Davidson Motor Company (H-D) uses the marketing mix element including product, price, distribution and promotion strategies of the company. Notwithstanding the success of H-D'S marketing strategies, some critics were of the opinion that the H-D was not focusing anits core competency i.e. motorcycle and is diluting its brand. The company has a long way to go in maintaining good relationships with the company's customers.

Debapratim Purkayastha and Rajiv Fernando (May. 2007) In case study published in case folio the Icfai Journal of management case studies entitled "Innovative marketing strategies of Lush fresh handmade cosmetics", found that the absence of a regular marketing department might prove counterproductive for the company. With the competition in the ethical cosmetics market expected to increase some experts also felt that lush, which had thus for remained an independent, The company did not have a traditional marketing department and retied more an unconventional products, wacky product naves in store advertising, word of month advocacy and public relation.

In the case published in case folio entitled "Market expansion strategies of Maruti Udyog", it was found that market expansion strategies was based on the introduction of new models, and upgrading of existing models in response to market demand. Promotional offers were undertaken by NUL in its quest for market dominance the company was able to would itself according to the market requirements by entering new domains and reaching out to potential customers through its 'True Value' and other promotional offers.

Bansh Hari (2002) In his thesis entitled "Marketing of electronic products in India with special reference to computer and television industries", that electronic product is looked upon by most people almost as a natural phenomenon beyond people's control many people have accepted marketing of electronic products as their career and electronic products have greater effect an society. Attitude of people towards marketing is positive and marketing of

electronic products powerful enough to promote consumers cultures & value. It is an investment of the future which manufactures expect will pay off many times more. The study is restricted only up to marketing of electronic product which exclusively are T.V. and computer, whereas this study covers electronic goods in entertainment sector which includes T.V., DVD, Music System, Play Station etc. It concentrates on the marketing strategy adopted by the companies.

Greg Laird and Robert R. Harman (1997) In their research paper entitled, "Linking marketing strategy to customer value: Implication for technology marketers", had presented a model that identifies the factors that drive customer perceptions of value and describes linkages with marketing strategy. The paper argues that a thorough understanding of customer value drivers can increase the effectiveness of marketing strategy. Improved customer intimacy is the major pay off. The value driver analysis can provide critical insights for product and service development and operational efficiency the paper proposes a model for linking marketing strategy to the customer's perceptions of value. It suggests that a deep knowledge of customer value can improve the processes that create and deliver that value. Anticipating changes in customer value is critical to the success. Additional attention should be placed an understanding the impact of the buying situation several.

Consumer behavior

Judith chevalier and Sustan Goolsbec (Nov. 2009) In their article in the quarterly journal of economics "All durable goods consumers forward-looking?", mentioned that the consumers think about the future when the make durable goods purchase and look very much like the forward looking rational expectation consumer of the neoclassical model. This is apparent in the purchase behavior of the students and in the pricing behavior of sellers. People are willing to pay less or are less willing to buy products for which the projected future life is short. Martin R Lautnan and Koenpouwels (Sep. 2009) In their article given in Journal of advertising research entitled "Metrics that matter: Identifying the importance of consumer wants and needs", suggested that there is a need for the development of data fusion models that capitalize on the advantages and disadvantages of various important assessment

methodologies, multistage models reflecting hierarchical consumer decision making and competitive set formation would see to have potential value. Vinod Kumar (1993) In his thesis on "A study of impact of consumerism and marketing practices", found that business competitions resulting in intense sales promotion and

marketing efforts tend to shake the confidence of consumers. There is a decline in the quality standards of products because of lowering of prices either to meet competition or the poor purchasing power of the consumer increases in the market imperfection which lead to an information gap between the manufacturers/ traders and the consumers because of impersonalized selling. There is an increase in the number of goods and services in the economy of which the consumer has no previous experience resulting in error in his decision making.Rizwana Ahmed (1992)In her thesis entitled "Consumer buying decision for consumer durable goods" opined that, the durable goods are generally purchased in recognition of a need that has to be fulfilled of the durable goods, those that fall in category of what we term as 'gadgets' or appliances are generally purchased for they offer come convenience by way of reducing labor or time or effort involved in a process such as a food processor, microwave cooking oven or refrigerator, washing machine etc. She of the new that the consumers are more reluctant to admit the intangible appeals of the durable goods especially those pertain to their status or social standing but more admit that the practice aspects of the products attracted them to purchase it. The consumer behavior is always subject to change and a host of factors influence the purchase decision of consumer for durable goods. The study looks into the internal determinate of consumer behavior such as need, motive perception attitudes, learning & personality whereas the present scare investigated into the environment factors, a buyers characteristics their decision process and buyer's response in regard to the marketing strategy adopted by the electronic companies.

NEED FOR THE STUDY:1. The study covers the customer perception in Chennai.2. To know the preference level of the customers.3. The study is conducted for 2 months in February in March.4. It helps the company to understand the customer perception in capital in capital market. So,that creates the further implementation.5. To find out the factor which influence the customers preference for the company.

SCOPE OF STUDY:The objective is to implement strategy managing and increasing sales of AC productbrand selections interaction with clients and trading prospectus through customers preference.The overall goal are to be find, attract the new customer and retain former customers and reduce the cost of marketing and customer service.

OBJECTIVES

PRIMARY OBJECTIVE:To study about the customer preference towards refrigerators in viveks.

SECONDARY OBJECTIVE:1. To identify the factors influencing customer preference towards Refrigerators in viveks.2. To determine the customer preference towards various brands of refrigerators in viveks.3. To study the comparative analysis between and viveks other organized retail shops

CHAPTER 3

RESEARCH METHODOLOGY

RESEARCH METHODLOGY

RESEARCH METHOD TYPEDescriptive ResearchExplorative ResearchThe current research is using descriptive and empirical researchDESCRIPTIVE RESEARCHAs the name implies, descriptive research methods are used when the researcher wants to describe specific behavior as it occurs in the environment. There are a variety of descriptive research methods available, and once again, the nature of the question that needs to be answered drives which method is used. Traditionally, descriptive research involves three main categories: observation, case studies, and surveys. Lets take a closer look at each of these individually. EXPLORATIVE RESEARCHExploratory research is research conducted for a problem that has not been clearly defined. It often occurs before we know enough to make conceptual distinctions or posit an explanatory relationship. Exploratory research helps determine the best research design, data collection method and selection of subjects. EMPIRICALThis research investigates corporate success factors over the crisis period. This issue appears to be of a particular importance of the empirical corporate finance in recent years. During crisis periods companies often prefer to find ways to decrease their expenses.

CONCEPTUALConceptual semantics is a framework for semantic analysis developed mainly by Ray Jackendoff. Its aim is to provide a characterization of the conceptual elements by which a person understands words and sentences, and thus to provide an explanatory semantic representation. Explanatory in this sense refers to the ability of a given linguistic theory to describe how a component of language is acquired by a child. DATA TYPEPrimary dataSecondary dataThe current data is using for primary dataPRIMARY DATAThe primary data do not exist already in records and publications. The researcher has to gather primary data afresh for the specific study undertaken by him. The primary data are explicitly gathered for specific research project at hand.SECONDARY DATAThe secondary data refers to those data which are gathered for some other purpose and are already available in the firms internal records and commercial, trade or government publications.DATA COLLECTION METHODInterviewSurveySensexThe current data collection for interview

INTERVIEWInterview refers to the direct or indirect meeting of the respondent by the researcher. The reply given is either written down in a note-book or recorded in audio video cassette, it is adopted whenever details regarding any confidential matter are to be collected or when authentic information about anything is obtained on the research requires data collection directly from he respondents or there is no other way of collecting data. SURVEYSurvey is the most commonly used method of primary data collection in marketing research. Survey research is a systematic gathering of data from respondents through questionnaires. The purpose of survey research is to facilitate understanding or enable prediction of same aspects of behavior of the population being surveyed. A questionnaire is a formal list of questions to be answered in the survey. Questionnaire may be administered by mail, telephone or personal interview. SENSEXAn abbreviation of the Bombay exchange sensitive index the benchmark index of the Bombay stock exchange. It is composed of 30 of the largest and most actively-traded stocks on the BSE. Initially compiled in 1986, the sensex is the oldest stock index in India.SAMPLING DESIGNPopulation, consumer in viveksSAMPLING METHODProbabilityNon-ProbabilityThe current sampling method is using non-probability sampling

PROBABILITY SAMPLINGA probability sample is also called random sample. It is chosen in such a way that each member of the universe has a known chance of being selected. The most frequently used probability samples are:-simple random samples, systematic samples, stratified samples and cluster samples or multistage sampling.NON-PROBABILITY SAMPLINGIn non-probability sampling, the chance of any particular unit in the population being selected unknown. Since randomness is not involved In the selection process, an estimate of the sampling error cannot be made. If properly conducted, their findings can be accurate as those obtained from probability sampling. There are three frequently used non-probability designs, they are:JUDGEMENT SAMPLINGA person knowledgeable about the population under study chooses sample members he feels, would be the most appropriate for the particular study. Thus a sample is selected on the basis of his judgement.CONVENIENCE SAMPLING OR CHUNKIt is method of sampling involves selecting the sample elements using some convenient method without going through the riguor of sampling method. The researcher may make use of any convenient base to select the required number of samples.

CHAPTER 4

DATA ANALYSIS AND INTERPRETATIONTABLE 1: TABLE SHOWING AGE WISE CLASSIFICATION OF SAMPLE RESPONDENTSOPTIONAGE CATEGORIESNO.OF RESPONDENT

A18 TO 2516

B25 TO 3538

C35 TO 4534

D45 AND ABOVE12

Source: Primary DataINFERENCES

From my survey I found that out of 50 samples respondents , the majority of the 19 respondents (38%) are 25 to 35 category.

TABLE 2: TABLE SHOWING GENDER WISE CLASSIFICATION OF SAMPLE RESPONDENTSOPTIONTYPES OF GENDERNO.OF RESPONDENT

AMALE64

BFEMALE36

Source: Primary DataINFERENCES From my survey I found that out of 50 sample respondents , the majority 32 respondents (64%) are male.

TABLE 3: TABLE SHOWING EDUCATION QUALIFICATION WISE CLASSIFICATION OF SAMPLE RESPONDENTSOPTIONEDUCATION LEVELNO.OF RESPONDENT

ASCHOOL LEVEL6

BDIPLOMA/UG76

CPG18

Source: Primary DataINFERENCES From my survey I found that out of 50 samples, the majority of the 38 respondents (76%) are educated Diploma/UG level.

.

TABLE 4: TABLE SHOWING THE CLASSIFICATION OF SAMPLE RESPONDENTS ACCORDING TO THEIR MARITAL STATUSOPTIONMARITAL STATUSNO.OF RESPONDENTS

AMARRIED 64

BUNMARRIED36

Source: Primary DataINFERENCES From my survey I found that out of 50 sample respondents majority of 32 respondents (64%) are married.

TABLE 5: TABLE SHOWING OCCUPATION WISE CLASSIFICATION OF SAMPLE RESPONDENTSOPTIONOCCUPATION STATUSNO. OF RESPONDENT

ADEPENDENT6

BEMPLOYED54

CHOME MAKER8

DBUSINESS26

EPROFESSIONAL6

Source: Primary DataINFERENCES From my survey I found that out of 50 sample respondents, the majority of the 27 respondents (54%) are employed.

TABLE 6: TABLE SHOWING INCOME WISE CLASSIFICATION OF SAMPLE RESPONDENTOPTIONINCOMENO.OF RESPONDENT

A5000 TO 1000016

B10000 TO 2000058

C20000 TO 3000024

D30000 TO 400002

E40000 AND ABOVE-

Source: Primary DataINFERENCES From my survey I found that out of 50 sample respondents, the majority of the 29 respondents (58%) are Rs. 10000-20000 category.

TABLE 7: TABLE SHOWS THE NATURE OF THE FAMILY OF SAMPLE RESPONDENTSOPTIONFAMILY TYPENO.OF RESPONDENT

ANUCLEAR36

BJOIN FAMILY64

Source: Primary DataINFERENCES From my survey I found that out of 50 sample respondents, the majority of the 32 families (64%) were join family.

It is conclude that most of the families were join family.

TABLE 8: TABLE SHOWS FAVORITE BRAND WISE CLASSIFICATION OF SAMPLE RESPONDENTSOPTIONFAVOURITE BRAND OF REFRIGERATORNO.OF RESPONDENT

AL.G16

BGODREJ 10

CWHIRLPOOL28

DSAMSUNG46

ENO IDEA-

Source: Primary Data

INFERENCES From my survey I found that out of 50 sample respondents, the majority of the 23 respondents (46%) are using SAMSUNG.

It is concluded that the most of the respondents are using SAMSUNG Brand.

TABLE 9 : TABLE SHOWS CAPACITY OF REFRIGERATOROPTIONCHOOSE THE CAPACITY IN WHICH YOU PREFER IN REFRIGERATORSNO.OF RESPONDENT

A220 LITRES38

B260 LITRES18

C380 LITRES36

D450 LITRE10

ENO IDEA4

Source: Primary Data

INFERENCES From my survey Ifound that out of 50 sample respondents, the majority of the 220 litre capacity refrigerators were preferred by 19 respondents (38%).

TABLE 10: TABLE SHOWS TYPES OF REFRIGERATORSOPTIONWHAT TYPE OF REFRIGERATOR YOU WANT TO PURCHASENO.OF RESPONDENT

ASINGLE DOOR30

BDOUBLE DOOR66

CSIDE BY SIDE4

DNO IDEA-

Source: Primary Data

INFERENCES From my survey I found that out of 50 sample respondents, the majority of the 33 sample respondents (66%) preferred DOUBLE DOOR type.

It is conclude that the most of the respondents choose DOUBLE DOOR type refrigerator.

TABLE 11: TABLE SHOWS COLOR PREFERENCEOPTIONCHOOSE YOUR FAVOURITE COLOUR OF REFRIGERATORNO.OF RESPONDENT

ARED52

BBROWN8

CLAVANDER22

DVIOLET14

EBLACK4

Source: Primary Data

INFERENCES From my survey I found that out of 50 sample respondents, the majority of the , it is found that 26 sample customers (52%) prefer RED.

Majority of the respondents prefer RED colour of refrigerator.

TABLE 12: TABLE SHOWS TECHNOLOGY OF REFRIGERATORSOPTIONCHOOSE THE TECHNOLOGY OF REFRIGERATORNO.OF RESPONDENT

ANORMAL TEMPRATURE32

BMULTIMAGIC TEMPRATURE32

CDIRECT COOL TEMPRATURE34

DNO IDEA2

Source: Primary DataINFERENCES From my survey I found that out of 50 sample respondents, the majority of the 17 respondents (34%) prefer DIRECT COOL TEMPERATURE.

Majority of the respondents preferred COOL TEMPERATURE technology of refrigerator.

TABLE 13: TABLE SHOWS SHOPS PROVIDE MORE DISCOUNT FOR REFRIGERATORSOPTIONCHOOSE THE SHOP WHICH PROVIDE MORE DISCOUNT FOR REFRIGERATORNO.OF RESPONDENTS

AVIVEKS32

BCROMA12

CSARAVANA STORES34

DVASANTH& CO20

ENO IDEA2

Source: Primary DataINFERENCES From my survey I found that out of 50 sample respondents, the majority of the 17 respondents (34%) were preferred SARAVANA STORES.

It is conclude that the majority of the respondents preferred refrigerator.

TABLE 14: TABLE SHOWS FAVOURITE SHOP TO PURCHASE CONSUMER DURABLESOPTIONCHOOSE YOUR FAVOURITE SHOP TO PURCHASE CONSUMER DURABLESNO. OF RESPONDENT

AVIVEKS38

BVASANTH& CO22

CSARAVANA STORES20

DCROMA18

EE- ZONE2

FNO IDEA-

Source: Primary DataINFERENCES From my survey I found that out of 50 sample respondents, the majority of the 19 respondents (38%) prefer VIVEKS.

It is conclude that the majority of the respondents preferred VIVEKS as the favourite shop to purchase consumer durables.

TABLE 15: SHOWS SHOP PROVIDE MORE VARIETY OF REFRIGERATOR ON DISPLAYOPTIONCHOOSE THE SHOP WHICH HAS MORE VARIETY OF REFRIGERATOR ON DISPLAYNO.OF RESPONDENT

AVIVEKS38

BCROMA14

CSARAVANA STORES24

DVASANTH& CO22

ENO IDEA2

Source: Primary DataINFERENCES From my survey I found that out of 50 sample respondents, the majority of the 29 respondents (38%) prefer VIVEKS. It is conclude that the majority of the respondents preferred VIVEKS which has more variety of Refrigerator s on display.

TABLE 16: TABLE SHOWS WARANTEE NEED FOR REFRIGERATOROPTIONHOW MANY YEARS OF WARRANTEE YOU EXPECT FOR REFRIGERATORNO.OF RESPONDENT

AONE YEAR14

BTWO YEAR34

CFIVE YEAR50

DNO IDEA2

Source: Primary DataINFERENCES From my survey I found that out of 50 sample respondents, the majority of the 25 respondents (50%) are need warranty for 5 years.

Majority of the respondents need warranty for 5 years.

TABLE 17: TABLE SHOWS VOLTAGE OF REFRIGERATORSOPTIONCHOOSE YOUR REQUIRED VOLTAGE FOR YOUR REFRIGERATORSNo.fo respondent

A230 VOLTS38

B260 VOLTS30

C360 VOLTS28

D1020 VOLTS4

Source: Primary DataINFERENCES From my survey I found that out of 50 sample respondents, the majority of the it is found that 19 sample customers (38%) prefer 230 VOLTS.

Majority of the respondents prefer 230 VOLTS refrigerator.

TABLE 18: TABLE SHOWS AFFORDABLE BUDJET TO PURCHASE REFRIGERATORSOPTIONCHOOSE YOUR AFFORDABLLE BUDJET TO PURCHASE REFRIGERATORNO.OF RESPONDENT

A10,000 5,000054

B50,000 10,000038

C1,00000 2,00000-

D2,00000 3,00000 8

ENO IDEA-

Source: Primary DataINFERENCES From my survey I found that out of 50 sample respondents, the majority of the 27 sample respondents (54%) prefers budget of Rs.10000 50000.

Majority of the customers were preferred budget of Rs.10000 -50000 to purchase refrigerator.

TABLE 19: TABLE SHOWS CONSUMER SATISFACTION LEVEL OF DEMONSTRATION GIVE BY SALESMAN ABOUT REFRIGERATORSOPTTONHOW SATISFIED YOU ARE WITH THE DEMONSTRATION GIVEN BY SALES MAN ABOUT REFRIGERATORSNO.OF RESPONDENT

AHIGHLY SATISFIED17

BSATISFIED28

CNEIGTHER SATISFIED NOR DISSATISFIED-

DDISSATISFIED2

EHIGHLY DISSATISFIED3

Source: Primary DataINFERENCES From my survey I found that out of 50 sample the majority of the 28 respondents are (81%) are satisfied demonstration given by salesman. And 2 sample respondents(19) are dissatisfied .

WEIGHTED AVERAGE FOR QUESTION 19RESPONDENTSWEIGHTED AVERAGE (W)FREQUENCY (F)WEIGHTED FREQUENCY (WF)

A

B

C

D

E5

4

3

2

117

28

-

2

385

112

0

4

3

1550204

WF= 204/50 =4.08

= 4.08/5*100

= 4.08*20

WEIGHTED AVERAGE = 81.6

TABLE 20: TABLE SHOWS CONSUMER RECOMMENDATION VIKEKS FOR THEIR FRIENDS OR RELATIVESOPTIONWILL YOU RECOMMEND VIVEKS FOR YOUR FRIENDS OR RELATIVESNO.OF RESPONDENT

AYES84

BNO16

INFERENCES From my survey I found that out of 50 sample the majority of the it is found that 42 sample customers (84%) preferred YES to recommend VIVEKS.

Majority of the respondents preferred YES to recommend VIVEKS for their friends and relatives.

CHAPTER 5

SUMMARY OF FINDINGS

1. Majority of them are under the age group 25-35.2. Most of the respondents are male.3. Most of the respondents is concerned about their educational qualification they are Diploma/UG.4. Most of the respondents are married.5. Majority of the respondents are employed.6. In the income group, majority of the respondents are belongs to Rs.10000-20,000.7. Most of the respondents are join family.8. Samsung is the most favourite brand among the various brands of refrigerator.9. Majority of the customers preferred 220 liters capacity refrigerator as compared with other size of the refrigerators.10. Most of the customers hold only double door refrigerator. 11. Majority of the customers prefer red colour available under various brands of refrigerator.12. Many respondents preferred Direct Cool Temperature technology of refrigerator.13. 34% of respondents preferred Saravana Stores shop which provide more discounts. 14. 38% of respondents preferred Viveks as favourite shop to purchase consumer durables. 15. Majority of the respondents preferred Viveks which has more variety refrigerators. 16. Most of the respondents need warrantee for five years. 17. 230 volts is preferred by most of the respondents.18. 54% preferred Rs.10,000-50,000 as affordable budget to purchase of refrigerator19. 28% respondents are satisfied by the demonstration given by salesman about refrigerator. 20. 84% of the respondents answered Yes to recommend Viveks for friends and relatives

SUGGESTIONS

1. Most of the respondents are not happy with after sales services provided by the companies and not satisfied with regarding receiving and handling customer complaints.2. Customers are unhappy with delay of solving the respondents complaints.3. Reducing unnecessary sound from the compressor is the major suggestion from the respondents.4. Red colour is the most prefer colour than other colour.5. Companies emphasis on free services of the refrigerator.6. Supplying stand for refrigerator are not providing from the manufacturers, which is required for safety of the refrigerator.7. Consumers prefer less power consumption to use refrigerator either consumer or business use.

Limitations of the Study

Although sincere efforts have been made to collect the maximum information from the respondents,but even then the report is subject to following limitations.1. Some people were not at all cooperative.2. Lack of time and other resourcesas it was not possible to conduct survey at large level.3. Some of the respondents thought me as the representative of the company & hence instead of answering to my queries they put their questions to me.

CONCLUSION

The study reveals that main criteria to purchase to refrigerator is quality and after sales services. Less consumption of electricity is major suggestions from the respondents. Dealers loyalty more influence on the purchase of refrigerator product in retail outlet. Competition results more design, model and colour of the refrigerators influence the buying behaviour of the consumers. Consumers want reasonable assurance regarding the technical perfection of the product and after sales service.

BIBLIOGRAPHY

BOOKS Research methodology, methods and techniques by Kothari C.R, new age international ltd. Publishers , second edition. Marketing Research by Dr.P. Ravilochanan ,Margham Publications. Business Statistics by P.R.Vittal.

Websiteswww.viveks.comwww.slideshare.netwww.wikipedia.com

APPENDIX

QUESTIONNAIRE

QUESTIONNAIRE

TITLE: Study on Consumer preference towards purchase of refrigerator in Viveks Private Ltd.We are studying 3rd B.B.A at Mar Gregorios College in Mugappair west. The survey will be purely used for academic purpose.QUESTIONNAIRE1. Agea) 18 to 25b) 25 to 35c) 35 to 45d) 45 and above2. Gendera) Maleb) Female3. Education Levela) School Levelb) Diploma/UGc) PG4. Marital Statusa) Married b) Unmarried5. Occupation Statusa) Dependentb) Employedc) Home Makerd) Businesse) Professional

6. Incomea) 5000 to 10000b) 10000 to 20000c) 20000 to 30000d) 30000 to 40000e) 40000 and above7. Family typea) Nuclearb) Joint Family8. Choose your favourite brand of Refrigerator.a) L. G b) Godrej c) Whirlpoold) Samsunge) No Idea

9. Choose the capacity in which you prefer in Refrigeratorsa) 220 litresb) 260 litresc) 380 litresd) 450 litrese) No Idea 10. What type of Refrigerator you want to purchase?a) Single doorb) Double door c) Side by side d) No Idea

11. Choose your favourite colour of Refrigerator.a) Redb) Brownc) Lavenderd) Violete) Black12. Choose the technology of Refrigerator.a) Normal temperatureb) Multi Magic temperaturec) Direct cool temperatured) No Idea13. Choose the shop which provides more discounts for Refrigerator.a) Viveksb) Cromac) Saravana storesd) Vasanth& coe) No Idea14. Choose your favourite shop to purchase consumer durablesa) Viveksb) Vasanth& coc) Saravana storesd) Cromae) E -Zonef) No Idea

15. Choose the shop which has more variety of Refrigerators on displaya) Viveksb) Cromac) Saravana storesd) Vasanth& co e) No Idea

16. How many years of warrantee you expect for Refrigerator.a) One yearb) Two yearc) Five yeard) No Idea17. Choose your required voltage for your Refrigerators a) 230 voltsb) 260 voltsc) 360 voltsd) 1020 volts18. Choose your affordable budget to purchase refrigeratora) 10,000 -50,000 INRb) 50,000- 1,00000 INRc) 1,00000 - 2,00000 INRd) 2,00000- 3,00000 INRe) No Idea19. How satisfied you are with the demonstration given by sales man about Refrigeratorsa) Highly satisfiedb) Satisfiedc) Neither Satisfied Nor Dissatisfiedd) Dissatisfiede) Highly Dissatisfied20. Will you recommend Viveks for your friends or Relatives?a) Yesb) No