summer training project
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SUMMER TRAINING PROJECTTitle: Brand preferences and attitude of
consumers towards Godrej Home Appliances
Under Guidance of: Presented by:
Ms Shilpa Jain Gurnoor Gandhi
(Faculty- PCTE) MBA 2A
COMPANY INTRODUCTION
Started in 1897 as a locks manufacturing company, the Godrej Group is today one of the most accomplished and diversified business houses in India.
Godrej's success has been driven by the company's commitment to delivering innovation and excellence.
In 1930, Godrej became the first company in the world to develop the technology to manufacture soap with vegetable oils; that spirit of innovation has continued throughout the organization's history.
Today Godrej is a leading manufacturer of goods and provider of services in a multitude of categories: home appliances, consumer durables, consumer products, industrial products, and agri products to name a few
The group has more recently entered the real estate and information technology sectors, and management views these as avenues for enormous growth.
With annual sales in excess of $1 billion, a workforce of approximately 18,000, and a strong diversified portfolio, Godrej has proven its ability to deliver strong financial performance.
GODREJ GROUP
Godrej and Boyce Manufacturing Co. Ltd
APPLIANCES (ISO 9001/14001) “INTERIO” FURNITURE (ISO 9001/14001; OHSAS
18001) LOCKS (ISO 9001/14001; OHSAS 18001) SECURITY SOLUTIONS (ISO 9001/14001;
OHSAS18001) “PRIMA” VENDING AND AUDIO-VISUAL
SOLUTIONS (ISO 9001)
STORAGE SOLUTIONS (ISO 9001) MATERIAL HANDLING (ISO 9001/14001;
OHSAS 18001)
INDUSTRIAL PRODUCTS (ISO 9001/14001)
PROCESS EQUIPMENT (ISO 9001/14001; OHSAS 18001; ASME ‘U’, ‘U2’,‘U3’, ‘S’; NBBI ‘R’; AD Merkblatt ‘HP0’; Chinese ‘SELO’)
ELECTRICALS AND ELECTRONICS (ISO 9001/14001, OHSAS 18001)
“LAWKIM” ELECTRIC MOTORS (ISO 9001/14001/17025, CMRI, UL)
CONSTRUCTION AND REAL ESTATE (ISO 9001/14001; OHSAS 18001)
PRODUCTS OF THE APPLIANCE DIVISIONRefrigerators Direct cool Cold Gold Deluxe Pantacool V2 Pantacool Axis No.1 GDC 110 Edge Frost free EON Pantacool
Air conditioners Split AC Mirror star series Silver line series Pearl series Ivory series Window AC Navigator series Maxi miser series
Washing machines Fully automatic Semi automatic
Microwave ovens Steam Convection Grill/combination Solo
SWOT Analysis
STRENGTH Brand image Long-term customer relationship Experience Major market player in wardrobes
WEAKNESS Low motivational techniques for
employees Less promotional activities Less awareness about Godrej
appliances Weak distribution channel for
appliances Weak branding Inappropriate variants of product
OPPORTUNITIES Growing economy of India Untapped International market
THREAT Competitors grab on the market Competitors expansion in the market
at a faster pace
TREND OF TURNOVER
RESEARCH METHODOLOGY
NEED OF STUDY Godrej appliances- Greatly affected
by the market players- LG,Samsung etc.
Deterioting Market position Dealership network considered as
one of the most important factors The study aims to provide the
management with some knowledge about its position , both in terms of sales and customer awareness
TITLE
Brand preferences and attitude of consumers towards Godrej Home Appliances
OBJECTIVES UNDER STUDY To understand the outlook of
consumers towards Godrej appliances.
To analyze customers perception in terms of overall product experience.
To study the reasons behind the preference for a particular brand.
Sources of Data – Primary and Secondary
Research design – Descriptive Research instrument – Schedules Population –All home appliance users in
Chandigarh Sampling unit – Any home appliance
user in Chandigarh Sampling size – 100 Sampling technique – Non probability
convenience sampling
LIMITATIONS OF STUDY The scope of the research was wide
enough but the research was limited to Ludhiana only.
Not all the dealers could be contacted due to the lack of time.
Dealers did not answer the queries properly due to lack of time and interest.
Data Interpretation and Analysis
4.1: SHOWING GODREJ HOME APPLIANCE USAGE BY CUSTOMERS
Figure 4.1
4.2: SHOWING HOME APPLIANCE OF GODREJ BEING USED.
Figure 4.2
4.3: SHOWING MEDIUM OF AWARENESS ABOUT GODREJ HOME APPLIANCES
Figure 4.3
4.4:SHOWING DURATION OF EXPERIENCE WITH GODREJ.
Figure 4.4
4.5 SHOWING MOST ATTRACTIVE ATTRIBUTE CONSIDERED BEFORE PURCHASE OF GODREJ HOME APPLIANCE
Figure 4.5
4.6 SHOWING PERFORMANCE OF GODREJ HOME APPLIANCE
Figure 4.6
4.7SHOWING FUTURE BUYING PROSPECTS OF GODREJ HOME APPLIANCE
Figure 4.7
4.8 SHOWING RECOMMENDATION OF GODREJ HOME APPLIANCES TO OTHERS
Figure 4.8
4.9 SHOWING NUMBER OF DIFFERENT COMPANIES APPLIANCES
Figure 4.9(a)
Figure 4.9(b)
Figure 4.9(c)
Figure 4.9(d)
Figure 4.9(e)
4.10(A) SHOWING ATTRIBUTES OF SAMSUNG
Fig. 4.10(a)
4.10(B) SHOWING ATTRIBUTES OF LG
Fig 4.10(b)
4.10(C) SHOWING ATTRIBUTES OF IFB
Figure 4.10(c)
4.10(D) SHOWING ATTRIBUTES OF VOLTAS
Figure 4.10(d)
4.11SHOWING GODREJ PRODUCT DISPLAY AT THE TIME OF PURCHASE.
Figure 4.11
4.12 SHOWING AWARENESS OF PRODUCTS OF GODREJ
Fig 4.12
4.13 SHOWING PROSPECTS OF BUYING GODREJ PRODUCTS IN FUTURE
Fig. 4.13
CONCLUSION For dealers, customer choice is the
most important factor which they consider while dealing with a particular appliance brand.
Consumers have a preference/loyalty towards particular brand of consumer durables and are not ready to buy any other brand so easily.
Dealer relationship is one of the most considerations followed by the After Sales Services and Variety provided by the brand also play a crucial role.
Samsung ,currently , is the most preferred brand in appliances as per our survey.
Godrej though provides good services but it is not it is not in line with its competitors
SUGGESTIONS As compared to competitors, Godrej
appliances have a low brand image , so it should make efforts to popularize its brand name in market. This means creating more brand awareness amongst consumers which can be done through promotions.
Since the customer demand is very low for Godrej , it mainly needs to improve on its promotional tools in both volume and frequency.
It should offer large variety in its appliances.
CONTD… Godrej must focus on increasing its
marketing expenditure and bring more personal approach in their communication.
Company should increase its dealer network in order to enhance the availability of product in market.It should also offer attractive schemes to the present dealers in order to retain them.
CONTD… Company can offer lucrative deals to
the dealers eg. slab discounts, etc. so that more dealers are attracted to buy Godrej product and hence dealership network of Godrej can be enlarged. Also this will increase the availability of product in market., By offering good deals to dealers, Godrej can also increase its sales because dealers will encourage volume sales of Godrej to earn more profits for themselves.