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A PROJECT REPORT ON
STUDY OF MARKETING STRATEGIES
AndCONSUMER BUYING BEHAVIOUR
Of
DECLARATION
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ACKNOWLEDGEMENT
Preparing this project of the title is a difficult but interesting task
and I was fortunate enough to get support from a number of people to whom
I shall always remain greatful.
I would like to express my sincere gratitude to Mr.Mahendra
Srivastava- . For his valuable guideline and support with which this project
has been completed successfully. !is kind encouragement and constant
guidance is highly appreciated towards the complete of this study.
I am highly thankful to "Mr. Mahendra Srivastava for giving
valuable suggestion and inputs throughout the project .i am really
supportive of his valuable advice guidance precious time support of that
overfed.
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EXECUTIVE SUMMAR
!S"n#$sis%
$ith the growth of securities system in manufacturing we have seen
many companies came and out. %ome of them survive for long enough.
&odrej is one of the best with its 'uality consciousness have able without
much difficulty. &odrej is not a great sell but it comes due to 'uality it is
among top ranker in all over India.
(uring the summer training I have taken up following two projects
on special context particularly
)hey are
&. Mar'et s(reenin) #n *a+n(hin) ,#r s*idin) (hanne* -
. C#ns+/er 0+"in) 0ehavi#r #n se(+rities s"ste/
%o the objective or the task of the study was
1. Find out market strategy of relative goods. *
#. +heck the behavior of consumer for product purchase of &odrej
1r#2e(t3&
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)o understand the different competitors commodities in the
present scenario of the market with their product * services provides in
%liding channel. nd analy/ing * interpreting the collection of data we will
launch of &odrej brand through optimi/e strategy. )he sampling area taken
whole NCR4 NEW DEL5I. )his would help to company for launching the
product as customer base.
1r#2(t3
)he main implication of the study was to know about usages of the
&odrej products in securities system reason for preference given to a
particular brand * knowing whether promotion plays an important part in
the sale respective of consumer wants * choice. )he sampling area taken in
6ARIDA7AD.
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INTRODUCTION TO T5E COM1AN
)he +ompany celebrated its centenary in 177
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;ther 3xecutive (irectors@ P. (. =am C. . Palia D. 8.
+rishna . &. Derma
Bon-executive (irectors@ . >. &odrej B. >. &odrej C. B.
Petigara >. . !athikhanavalaF. P. %arkari P. P. %hah .
7RANC5ES
8umbai hmedabad >hopal (ombivli Indore Aabalpur Bashik
Pune Eaipur )hane
Bew (elhiI +handigarh Faridabad &ha/iabad &urgaon
AaipurAalandhar Aammu Canpur =ucknow Boida
+hennai >angalore +oimbatore !yderabad Cochi
%ecunderabad)rivandrum Disakhapatnam
Colkata >hubaneswar &uwahati Eanchi Patna
)he +ompany has a network of :9 +ompany-operated &;(E3A
=IF3%P+3 Eetail %tores more than ##99 $holesale (ealers and
more than 16999 Eetail ;utlets. )he +ompany has Eepresentative
;ffices in %harjah 4H35 Eiyadh 4%audi rabia5 and &uang/hou
4+hina-PE+5.
young man called Ardeshir G#dre2 gave up his law
studies and turned to lock making. !e was the first Indian manufacturer to
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displace well entrenched foreign brands from the Indian market. )he word
&odrej etched into his metal locks became the symbol of self reliance for
the generations that followed - the signature of )EH%).
;ver the years &odrej locks have changed in form function and scope of
application. ;ne thing however remains constant-the stamp of
E3=I>I=I)G and )EH%). In fact names like JBavtalJ and JBight =atchJ
are today a part of every Indians daily life. .&odrej is the first Indian lock
manufacturer to introduce Hltra locking systems. 8ade with loving care and
precision &odrej locks go through a series of performance tests to withstand
real life exigencies.
?We*(#/e t# the :#r*d #, G#dre2 *#('s...ever*astin)
*#('s4 end+rin) servi(e.
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1RODUCTS O6 GODRE@
&odrej is a part and parcel of every Indians life. From locks
to personal care. From appliances to air care. From furniture to construction.
)here are innumerable ways we enrich 'uality of life - everyday
everywhere.
$e offer an entire spectrum of industrial solutions from storage
to material handling to process e'uipment and many many more. $hether
clients are looking for standard e'uipment or custom engineering solutions
the first name is &odrej.
+;B%H83E PE;(H+)
1. ppliances
#. =ocks
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,. Furniture
0. %ecurity e'uipment
. udio visual solution
:. )ype writers
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#. material handling e'uipment
,. Process e'uipment
0. Precision component system
. 8achine tool service
:. 3lectrical * electronics
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3conomic )imes +orporate 3xcellence ward for +orporate
+iti/enship
&==
Bisarga 8itra ward from Eotary +lub of >ombay Dikhroli for
3nvironmental +onservation.
&==&
Indira &andhi Paryavaran Puraskar awarded to %ohrabji &odrej.
&=
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From locks a personal care from appliances to hair care.
From furniture to construction. From personal products to food. From
high tech engineering solution to world-class consumer products godrej
is a from internal part of the lives of millions of Indians.
&odrej has a strong network of over 9 company-owned
retail stores with more than ##99 wholesale dealers and over 16999
retail outlet stores. )he &roup is today estimated to be more than 1.,
billon. ;ver and above every thing the spirit of entrepreneurship the
vision of dynamic tomorrow and the capacity to build and reali/e
dreams is in essence of the &odrej &roup.
>BC3E%
+entral >ank of India Hnion >ank of India +itibank B..
I+I+I >ank =td. %tate >ank of Patiala and xis >ank =td.
7+sinesse - re(#)niti#n
)he +ompany has the following businesses 4with respective
certifications5 which manufacture andKor market a wide range of consumer
durables and industrial products@
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A$$*ian(es !ISO =&F&&%
Eefrigerators $ashing 8achines ir +onditioners 8icrowave ;vens and
(D( Players
?Interi# O,,i(e And 5#/e 6+rnit+re !ISO=&F&&5
;ffice Furniture - (esking %eating ;pen Plan ;ffice %ystems
A$$*ian(es !ISO =&F&&%
Eefrigerators $ashing 8achines ir +onditioners 8icrowave ;vens and
(D( Players
?Interi# O,,i(e And 5#/e 6+rnit+re !ISO =&F&& 5
;ffice Furniture - (esking %eating ;pen Plan ;ffice %ystems +omputer
furniture and %toragesL !ome Furniture - =iving (ining and >edroom
furnitureL Citchen cabinets. =aboratory furnitureL 8arine accommodationL
!ealthcare furnitureL )urnkey interiorsL +arpet tilesL 8attresses
L#('s !ISO =&F&&4 O5SAS &
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E*e(tri(a* And E*e(tr#ni(s !ISO =&F&&4 O5SAS &usbar Power (istribution %ystems +ompressors and +ompressed ir
+ontrol %ystems Industrial 3lectronics and utomation 3nergy
+onservation and &reen >uilding %ervices )urnkey 3lectricalK83P
+ontracts and Power Infrastructure Projects
Re)istered O,,i(e4 5ead O,,i(e and M+/0ai 7ran(h
Pirojshanagar Dikhroli 8umbai 4>ombay5 099 9
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6#r ,+rther in,#r/ati#n4 (#nta(t at the C#/$an"Js
5ead O,,i(e;
P. (. =8 3N3+H)ID3 (IE3+);E B( PE3%I(3B)
Phone@ 71-##-:
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MARKET SCREENING
3nvironment screening is the process of collecting in,#r/ati#n
thr#+)h #0servati#n4 revie: #, 0+siness4 trade4 )#vern/ent
$+0*i(ati#n - /ar'etin) resear(h /eth#d e,,#rts. )han such
collected information is re(#n(i*ed and assessedso as to interpret the
findings. >y evaluating available information a marketing manager
should be able to determine possible threats and #$$#rt+nities
associated with environmental fluctuations. >y these marketing
efforts marketing strategies could be developed for the coming time.
=earn about which markets offer the best opportunities for your
particular product or service known as the term of market screening.
market screening project provide market research analysis for each
of these factors for each market and allows you to rank and prioriti/e
markets for growth and expansion.
)he aim of market screening is to identify the potential for your
products in the market
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In todays retail environment many successful retailers are
discovering that they have saturated their current markets. )hese
retailers often turn to new markets that may provide opportunities for
growth. Hnfortunately while a retailer may understand their own
markets they may have limited knowledge of which new markets
offer the greatest potential.
)he %trategic 3dge provides retailers with answers they need to
ensure successful expansion. )hrough the use of &eographic Information
%ystems 4&I%5 )he %trategic 3dge has the capability to screen markets on
local regional and national levels.
successful screening typically begins with the creation of a
database developed on the retailers existing stores. )rade areas are defined
for the stores and then literally hundreds of demographic and lifestyle
characteristics are compiled. )he database is then analy/ed to identify the
key variables in predicting success.
>ased on the key variables from the database analysis markets
or areas are identified which have high concentrations of the key
demographic and lifestyle characteristics. )hese markets can then be
prioriti/ed for expansion efforts or if necessary eliminated from
consideration.
)he %trategic 3dge has recently applied screening methodologies
for several clients. ;ne screening was for a farm supply company that was
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the greatest concentration of your customers and determine the optimal
number of units each market can successfully support. Bielsen +laritas
nalytical +onsul tings studies will assist you in determining where and
how you can grow your business.
6eat+res - 7ene,its
8arket Prioriti/ation study is designed to score and evaluate large markets
based on their potential for your sites. Potential is based on an analysis of a
combination of the following three factors@
De/and 1#tentia*Mthe total dollar or customer potential for your
product or service offering
Share 1#tentia*Mthe share of the demand potential that you can
capture 4typically based on the degree of competition in the
market5
Mar'et Re(e$tivit"Mthe demographic fit of consumers for the
product or service being sold and the level of competition withinthe market
market screening project provide market research analysis for each of
these factors for each market and allows you to rank and prioriti/e markets
for growth and expansion.
)he aim of market screening is to identify the potential for your products in
the market.
8aking the decision a new market is not easy and often re'uires a lot of
analysis in order to get to the point that you want to spend the re'uired
financial and time resources.
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)he (anish )rade +ommission in Ca/akhstan offers an easier and
better way of doing it@ $e will analy/e the potential for you. $e need only
minimum information from you for this initial phase which is often found in
your homepage. )hen a small list 4#-05 potential partner is drafted and
through brief telephone interviews their interest in such products is
established. )he main focus of the interview is to analy/e the interest from
established actors in the market.
)ime consumption for such an activity is only -19 hours and thus you can
make a simple feasibility study in the range of (CC ,
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$hile dealing with the shopkeeper or retailer it is firstly very
important to know as to either he sales sliding channel or not if yes
then my next 'uestion was to know that how many different brand of
company ha sales.
)hrough the above 'uestionnaire I found that mostly outlets
consist of product such as follows.
1. !ettich
#. Flyrell
,. ;/one
0. +hinese
. ;ther
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,.$hat as thepercentage contribution in volume in brand wise in a month
2222. >. 222..
+. 2222.. (. 222..
0. $hat is the percentage contribution in valueKamount in brand wise
respecting month
2222. >. 2222.
+. 2222. (. 2222.
(epending upon the customer demand the shopkeeper stated
approximately him sales contribution value such as 99 pieces or
1999 pieces something else accordingly as the brand wise early in no.
second.
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&enerally shop provides warranty for one year in !ettich Flyrell *
;/one.
222222..
+2222 +222222.
6. $hat is the standard packing 4In a set5.
2222. >2222..
+2222.. (2222.
)he company produced two type of products heavy or light so price
obviously vary and shopkeeper also decide price in some extent in
minor differ. %o the average value in rupees in brand wise is given in
per #9Q in lump sum.
Price std. packing
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a. !ettich- ,09 19
b. Flyrell- ,#9 1
c. 9/one M #69 19
d. +hinese- 199 1
e. ;ther -199 1
7. $ho is the end customer
a. kitchen dealer
b.general customer
c. builder
d. other
19. re you satisfied with these companies4by which company and why5
2222222222222222222..
)he person who purchases the sliding channel from you is which one.
In different location I have got different result on it. %uch as in +hawri
ba/aar most of shop keeper sales local +hinese sliding channel
demanded by general customer but builders and kitchen dealer
demand branded in the same market.
s far as concerning of satisfaction of shopkeeper reply me there is no
blames in Flyrell ;/one * !ettich =IF3 =;B& and satisfaction for
the customer thats why demand in market.
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;n the other hand +hinese is also big deal in market but there is no
threat of &odrej since it deal target customer is middle * high profile
person.
ANALSIS
)hrough out the market analy/ing I must shows here swot analysis based on
market.
SWOT Ana*"sis is a strategic planning method used to evaluate the
Strengths Weaknesses Opportunities and Threats involved in aprojector
in a businessventure. It involves specifying the objective of the business
venture or project and identifying the internal and external factors that are
favorable and unfavorable to achieving that objective
Strategic and Creative Use of SWOT Analysis
%$;) analysis must first start with defining a desired end state or
objective. %$;) analysis may be incorporated into the strategic planning
model. n example of a strategic planning techni'ue that incorporates an
objective-driven %$;) analysis is %trategic +reative nalysis 4%+B5R1S.
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http://en.wikipedia.org/wiki/Strategic_planning#Elementshttp://en.wikipedia.org/wiki/Projecthttp://en.wikipedia.org/wiki/Businesshttp://en.wikipedia.org/wiki/Strategic_planninghttp://en.wikipedia.org/w/index.php?title=Strategic_Creative_Analysis&action=edit&redlink=1http://en.wikipedia.org/wiki/SWOT_analysis#cite_note-0%23cite_note-0http://en.wikipedia.org/wiki/Strategic_planning#Elementshttp://en.wikipedia.org/wiki/Projecthttp://en.wikipedia.org/wiki/Businesshttp://en.wikipedia.org/wiki/Strategic_planninghttp://en.wikipedia.org/w/index.php?title=Strategic_Creative_Analysis&action=edit&redlink=1http://en.wikipedia.org/wiki/SWOT_analysis#cite_note-0%23cite_note-0 -
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%trategic Planning including %$;) and %+B analysis has been the
subject of much research.
Strengths@ attributes of the person or company that are helpful
to achieving the objective.
Weaknesses@ attributes of the person or company that are
harmful to achieving the objective.
Opportunities@ externalconditions that is helpful to achieving
the objective.
Threats@ external conditions which could do damage to the
businesss performance.
Identification of %$;)s is essential because subse'uent steps in the
process of planning for achievement of the selected objective may be
derived from the %$;)s.
First the decision makers have to determine whether the objective is
attainable given the %$;)s. If the objective is B;) attainable a different
objective must be selected and the process repeated.
)he %$;) analysis is often used in academia to highlight and identify
strengths weaknesses opportunities and threats. It is particularly helpful in
identifying areas for development.
If on the other hand the objective seems attainable the %$;)s are used as
inputs to the creative generation of possible strategies by asking and
answering each of the following four 'uestions many times@
!ow can we Hse and capitali/e on each %trength
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!ow can we improve each $eakness
!ow can we 3xploit and >enefit from each ;pportunity
!ow can we mitigate each )hreat
%$;) analysis may limit the strategies considered in the evaluation. JIn
addition people who use %$;) might conclude that they have done an
ade'uate job of planning and ignore such sensible things as defining the
firms objectives or calculating E;I for alternate strategies.Q Findings from
8enon et al. 417775 and !ill and $estbrook 4177
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C#r$#rate $*annin)
s part of the development of strategies and plans to enable the organi/ation
to achieve its objectives then that organi/ation will use a
systematicKrigorous process known as corporate planning. %$;) alongside
P3%)KP3%)=3 can be used as a basis for the analysis of business and
environmental factors.
Envir#n/enta* s(annin)
o Internal appraisals of the organi/ations %$;) this
needs to include an assessment of the present situation as
well as a portfolio of productsKservices and an analysis of
the productKservice life cycle
Ana*"sis #, e9istin) strate)ies this should determine
relevance from the results of an internalKexternal appraisal. )his
may include gap analysis which will look at environmental
factors
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http://en.wikipedia.org/w/index.php?title=Corporate_planning&action=edit&redlink=1http://en.wikipedia.org/wiki/PESThttp://en.wikipedia.org/wiki/PESTLEhttp://en.wikipedia.org/wiki/Gap_analysishttp://en.wikipedia.org/w/index.php?title=Corporate_planning&action=edit&redlink=1http://en.wikipedia.org/wiki/PESThttp://en.wikipedia.org/wiki/PESTLEhttp://en.wikipedia.org/wiki/Gap_analysis -
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Strate)i( Iss+esdefined M key factors in the development of a
corporate plan which needs to be addressed by the organi/ation
Deve*#$newKrevised strategies M revised analysis of strategic
issues may mean the objectives need to change
Esta0*ish critical success factors M the achievement of
objectives and strategy implementation
1re$arati#n of operational resource projects plans for
strategy implementation
M#nit#rin)results M mapping against plans taking corrective
action which may mean amending objectivesKstrategies.R19S
; Mar'etin) /ana)e/ent
In many competitor analyses marketers build detailed profiles of each
competitor in the market focusing especially on their relative competitive
strengths and weaknesses using %$;) analysis. 8arketing managers will
examine each competitors cost structure sources of profits resources and
competencies competitive positioning and product differentiation degree of
vertical integration historical responses to industry developments and other
factors.
8arketing management often finds it necessary to invest in research to
collect the data re'uired to perform accurate marketing analysis.
ccordingly management often conducts market research 4alternately
marketing research5 to obtain this information. 8arketers employ a variety
of techni'ues to conduct market research but some of the more common
include@
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http://en.wikipedia.org/wiki/Critical_success_factorhttp://en.wikipedia.org/wiki/SWOT_analysis#cite_note-9%23cite_note-9http://en.wikipedia.org/wiki/Marketing_managementhttp://en.wikipedia.org/wiki/Critical_success_factorhttp://en.wikipedia.org/wiki/SWOT_analysis#cite_note-9%23cite_note-9http://en.wikipedia.org/wiki/Marketing_management -
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?ualitative marketing research such as focus groups
?uantitative marketing research such as statistical surveys
3xperimental techni'ues such as test markets
;bservational techni'ues such as ethnographic 4on-site5
observation
8arketing managers may also design and oversee various
environmental scanning and competitive intelligence processes
to help identify trends and inform the companys marketing
analysis.
stren)ths
dvantages of proposition no.1 brand in India.
+apabilities
+ompetitive advantages
H%Ps 4uni'ue selling points5
Eesources ssets People likes majority of G#dre2.
3xperience knowledge data
Financial reserves likely returns
8arketing - reach distribution awareness
=ocation and geographical
Dalue 'uality
?ualifications certifications
:ea'nesses
Bot easily available due to selected shop
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+ustomer think it is costly in some extant
;ut of presence and reach of lower family
=ack of distributors in some selected area
#$$#rt+nities
8arket developments Processes of s*idin) (hanne*in future
>rither future in market +ustomer satisfied with brand name so high demand
$e should try for &lobal influences
Bew markets establish in particular channel product
Bew strategic plan for uni'ue selling price
>usiness and product development in future
Dolumes production * economics through sliding channel
Threats
+ompetitor effects in substitute product
+ompetitor intentions - various
8arket demand may be increase or decrease
%easonality effects so launch before right time
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ANALSIS
+hawari ba/aar.409 shop5
Dalue in Es 49995 Bo of shopKretailer
9T19 1919T#9
:#9T,9 ,9T09 09T9 #9T:9 ,:9T
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&!UI>(41#5
0
0.5
1
1.5
2
2.5
3
No of shop/retailer
0n/c
n/c10
1020
2030
3040
4050
5060
6070
7080
8090
>$EIC 4
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0
0.5
1
1.5
2
2.5
30n/c
n/c10
1020
2030
3040
4050
5060
6070
7080
8090
90100
>%B) CHBA * >%B) >I!E405
- 01 -
Dalue in Es 49995 Bo of shopKretailer
9TnKc 1nKcT19 9
19T#9 9
#9T,9 1
,9T09 1
09T9 ,
9T:9 9
:9T
-
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0
0.5
1
1.5
2
2.5
3 0n/cn/c10
1020
2030
3040
4050
5060
6070
7080
8090
90100
CE;= >&!4
-
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0
0.5
1
1.5
2 0n/c
n/c10
1020
2030
3040
4050
5060
6070
7080
8090
90100
8=DIG B&E 4
-
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0
0.5
1
1.5
2 0n/cn/c10
1020
2030
3040
4050
5060
6070
7080
8090
90100
B;I( 4#95
- 00 -
9TnKc #
nKcT19 9
19T#9 #
#9T,9 1
,9T09 1
09T9 9
9T:9 1
:9T
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0
2
4
6
8
10
12
14
16
18 0n/cn/c10
1020
2030
3040
4050
5060
6070
7080
8090
90100
%!(E475
- 0 -
9TnKc 1UE
- : -
Bo Bame of outlet +ontact person +ontact no. !ettich flyrell o/one chinese other )otal vCailash chandaggrawal*sosns
8ukeshaggrawal
76199::
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($EC
- 6 -
Bo Bame of outlet +ontact person +ontact no. !ettich flyrell o/one chinese other )otal vAindal sanitary *hardware
amit #96,06 y y G# 09999
&upta sonshardware
naresh #9
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8=DIG B&E * &.C1#
- 7 -
Bo Bame of outlet +ontact person +ontact no. !ettich flyrell o/one chinese other )otal v
)rimurtigurunanak store
d.n dawar #::6
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B;I( 0 *7 greater noida4gn5
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Bo Bame of outlet +ontact person +ontact no. !ettich flyrell o/one chinese other )otal vCapoorhardwaresanitary store
Dishal kapoor 7619#060,7 y G , nKc
Prakashhardware*millstore
&aurav sharma 767100
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%!!(E4loni road5
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.Bo Bame of outlet +ontact person +ontact no. !ettich flyrell o/one chinese ;ther )otal v
)irupatihardware store
8r sachin 76161:91, y y nKc
+ k jainhardware
8r jain ##,#671 y y y y 1#999
%onalialuminium hard.
8r jaganlal 771996, y y G# nKc
Barula tradingco.
trimurti ##7:,,0 y y G# nKc
%ri mahavir
traders* hard.
##,#99,0 y y y y 10999
Aagdambahardware
=alit garg 76167#101# y G, 6999
%hree bansal!K$ paints
Eajiv bansal 77
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CONSUMER 7UING 7E5AVIOUR
(efinition of >uying >ehavior@
?7+"in) 7ehavi#r is the de(isi#n $r#(esses and a(ts #, $e#$*e inv#*ved
in 0+"in) and +sin) $r#d+(ts and servi(es.
Beed to understand@
$hy consumers make the purchases that they make
$hat factors influence consumer purchases
)he changing factors in our society.
+onsumer >uying >ehavior refers to the buying behavior of the ultimate
consumer. firm needs to analy/e buying behavior for@
>uyers reactions to a firms marketing strategy has a great impact on
the firms success. )he marketing concept stresses that a firm should create a Marketing
Mix4885 that satisfies 4gives utility to5 customers therefore need to
analy/e the what where when and how consumers buy.
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http://www.udel.edu/alex/chapt1.html#mixhttp://www.udel.edu/alex/chapt1.html#mixhttp://www.udel.edu/alex/chapt1.html#mixhttp://www.udel.edu/alex/chapt1.html#mix -
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8arketers can better predict how consumers will respond to
marketing strategies.
C#ns+/er 7+"in) 7ehavi#rs
$hat influences consumers to purchase products or services )he consumer
buying process is a complex matter as many internal and external factors
have an impact on the buying decisions of the consumer.
$hen purchasing a product there several processes which consumers go
through )hese will be discussed below.
&. 1r#0*e/FNeed Re(#)niti#n
!ow do you decide you want to buy a particular product or service It could
be that your (D( player stops working and you now have to look for a new
one all those (D( films you purchased you can no longer playW %o you
have a problem or a new need. For high value items like a (D( player or a
car or other low fre'uency purchased products this is the process we would
take. !owever for impulse low fre'uency purchases e.g. confectionery the
process is different.
. In,#r/ati#n sear(h
%o we have a problem our (D( player no longer works and we need to buy
a new one. $hats the solution Ges go out and purchase a new one but
which brand %hall we buy the same brand as the one that blew up ;r stay
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purchase action e.g. )he process of going to the shop to buy the product
which for some consumers can be as just as rewarding as actually
purchasing the product. Purchase of the product can either be through the
store the web or over the phone.
1#st 1+r(hase 7ehavi#r
3ver have doubts about the product after you purchased it )his simply is
post purchase behaviors and research shows that it is a common trait
amongst purchasers of products. 8anufacturers of products clearly want
recent consumers to feel proud of their purchaseL it is therefore just asimportant for manufacturers to advertise for the sake of their recent
purchaser so consumers feel comfortable that they own a product from a
strong and reputable organi/ation. )his limits post purchase behavior. i.e.
Gou feel reassured that you own the latest advertised product.
6a(t#rs in,*+en(in) the 0ehavi#rs #, 0+"ers.
+onsumer behavior is affected by many uncontrollable factors. Aust think
what influences you before you buy a product or service Gour friends your
upbringing your culture the media a role model or influences from certain
groups
+ulture is one factor that influences behaviors. %imply culture is defined as
our attitudes and beliefs. >ut how are these attitudes and beliefs developed
s an individual growing up a child is influenced by their parents brothers
sister and other family member who may teach them what is wrong or right.
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Mas*#:Js 5ierar(h" #, Needs
braham 8aslow hierarchy of needs theory sets out to explain what
motivated individuals in life to achieve. !e set out his answer in a form of a
hierarchy. !e suggests individuals aim to meet basic psychological needs of
hunger and thirst. $hen this has been met they then move up to the next
stage of the hierarchy safety needs where the priority lay with job security
and the knowing that an income will be available to them regularly. %ocial
needs come in the next level of the hierarchy the need to belong or be loved
is a natural human desire and people do strive for this belonging. 3steem
need is the need for status and recognition within society status sometimes
drives people the need to have a good job title and be recogni/ed or the
need to wear branded clothes as a symbol of status.
%elf-actualisation the realisation that an individual has reached their
potential in life. )he point of self-actualisation is down to the individual
when do you know you have reached your point of self-fulfillments
>ut how does this concept help an organisation trying to market a product or
service
$ell as we have established earlier within this website marketing is about
meeting needs and providing benefits 8allows concept suggests that needs
change as we go along our path of striving for self-actualisation.
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%upermarket firms develop value brands to meet the psychological needs of
hunger and thirst. !arrods develops products and services for those who
want have met their esteem needs. %o 8allows concept is useful for
marketers as it can help them understand and develop consumer needs and
wants.
If a marketer can identify consumer buyer behavior he or she will be in a
better position to target products and services at them. >uyer behavior is
focused upon the needs of individuals groups and organi/ations.
It is important to understand the relevance of human needs to buyer
behaviors 4remember marketing is aboutsatisfying needs5.
=ets look at human motivations as introduced by braham 8aslow by his
hierarchy of needs@ )he hierarchy is triangular. )his is because as you
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ta!es of the "ons#$er %#&in! 'rocess
%ix %tages to the +onsumer >uying (ecision Process 4For complex
decisions5. ctual purchasing is only one stage of the process. Bot all
decision processes lead to a purchase. ll consumer decisions do not always
include all : stages determined by the degree of complexity...discussed
next.
The B sta)es are;
1. Problem Recognition4awareness of need5--difference between the
desired state and the actual condition. (eficit in assortment of
products. !unger--Food. !unger stimulates your need to eat.
+an be stimulated by the marketer through product information--did
not know you were deficient I.3. see a commercial for a new pair of
shoes stimulates your recognition that you need a new pair of shoes.
#. Information search--
o Internal search memory.
o 3xternal search if you need more information. Friends and
relatives 4word of mouth5. 8arketer dominated sourcesL
comparison shoppingL public sources etc.
successful information search leaves a buyer with possible
alternatives the evoked set.
!ungry want to go out and eat evoked set is
o +hinese food
o Indian food
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ANALSIS IN 7UING 7E5AVIOUR
+onsumer buying behavior is one of the part of my summer training in
this session I found out the consumers behaviors about the security system
of the &odrej products. ;ne of the specific locations in B+E I have given
whole FEI(>(.
;n that time I had to go for under construction buildings * meet their
owner builders or contractors and collect information feed back about
&odrej products * motivate him to prefer this branded product for using go
through catalok.
O7SERVATION
%hort analysis of this project is given below. In this analysis I have
checked the behave of customer about the purchasing &odrej product. (ue
to d+ra0i*it"4 +a*it"4- $r#d+(t :arrent" customer prefer it but on the
other hand its price * after purchase services shows difficulty. further
detail in swot * suggestions conclusion page.
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faridabad
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Faridabadfaridabad
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%H&&3%)I;B
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SUGGESTIONS
6#(+s #n di,,erentiati#n
)he company needs to focus differentiation. I.e. how this sliding
channel will different from others company in the market in the term
of d+ra0i*it"4 sta0i*it"4 +a*it" and /#st i/$#rtant te(hn#*#)".
)his can be done in the form of h#ardin)s4 0anners te*evis#n4
etc. which can take an individual differentiation and thus explain to
the customers.
Ed+(ate the retai*ers.
ll the retailer need to explain the procedures involved in solving a
problem or dealing with the defects if at all present. )here were a few
retailers who had virtually no knowledge of business but still they were
in it and were complaining.
Ta'in) advanta)e #, (reati#n #, )eneri(s.
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In almost the whole city the customers dont ask for a particular
brand of sliding channel and therefore the retailer can sale at his will. %o
company can take advantage of this and plan in occupying the whole
market. )he knowledge and awareness about the product and its usage is
very low.
M#re sa*e $r#/#ti#na* s(he/es.
)he company should concentrate more sale promotional schemes.
For e.g. a retailer should be given incentives on the selling of the brand
giving goods credit period given some benefits on displays.
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LIMITATIONS
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LIMITATION
8arket screening is limited area in only B+E reason including
N#ida4 Ghaia0ad4 - De*hi.
$hile consumer buying behavior. =imited area in only
6ARIDA7AD.
)he limitation of this data is that it is applicable to retai*er4
:h#*esa*er4 and sh#$'ee$er.nd there may be lack of knowledge
from their sides.
)o some extent retailer biasness in giving answers may be limiting
factor.
)ime factor was a major constraint for the study.
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CONCLUSION
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CONCLUSION
ccording to the s(reenin) #, /ar'etsliding channel will face a
hi)h de)ree #, (#/$etiti#nfrom every day. %ince its substitute
commodities in market who is branded will have very tuff
competition. lso the demand may increase when G#dre2 (#/in) s*idin)
(hanne* launch comprises with 5etti(h4 O#ne4 and 6*"re**.
G#dre2 is still the market leader in B+E (elhi due to d+ra0i*it"4
/aster in +a*it"4 :arrant" - $ri(e.
It has been also found that normally customers and retailers both
were satisfied by G#drej.
%urprisingly it has been found that advertisement hardly plays a
part in deciding the purchasing behavior.
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fter launching the product of sliding channel we will give more
sa*es $r#/#ti#na* s(he/es s+(h as in(entives4 dis$*a"s4 and
dis(#+nts make customers and retailers loyal towards their brand.
BIBLIOGRAPHY
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7I7LIOGRA15
>ooks for reference
8arket 8anagementTPhilip kotler
8arketing EesearchT(avid luck *Eonald Eobin
8arketing 8anagementTEamaswami * Bamakumari
$ebsite
www.&odrej.com
www.&odrejlocks.com
www.google.com
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UESTIONNAIRE
Bame of outlet and contact no.
1. (o you sale sliding channel
a. yes b.no
#. Products company name which you sale
a2222 b222..c2222.d2222.
,.$hat as thepercentage contribution in volume in brand wise in a month
2222. >. 222..
+. 2222.. (. 222..
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0. $hat is the percentage contribution in valueKamount in brand wise
respecting month
2222. >. 2222.
+. 2222. (. 2222.
. !ow many si/es do you sale Please specify.
2222222222222222222222
:. $hat is the warranty on these products
2222. >2222.
+2222. (2222.
222222..
+2222 +222222.
6. $hat is the standard packing 4In a set5.
2222. >2222..
+2222.. (2222.
7. $ho is the end customer
a. Citchen dealer
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b.&eneral customer
c. >uilder
d. ;ther
19. re you satisfied with these companies 4>y which company and why5
2222222222222222222..