Joshi Project

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    EXECUTIVE SUMMARY

    This internship report consists of the overall experience of working as a part of Whirlpool ofIndia Ltd. This experience helped me understand the basic functioning of the particular market

    where I was inducted.

    My Internship consisted of the On Job Training as A brand promoter. The best learning

    experience was that I started from the very basics of getting to that position and not from the

    position itself. This helped me get useful insight and understanding of various products, the

    market details about them and the benefits provided by them to the customers. Emphasis was

    given in analysis of the Customers approach and interest towards various product of whirlpool.

    Training sessions were held to give me insights about the various products that Whirlpool deals

    in Refrigerators section. Through on field demonstration, role playing activity, power point

    presentations, expert advice from experience person.

    I provided advice and suggestions to the staff of Reliance Digital Store at Aundh, Pune & Create

    awareness among the customers for Whirlpools new product in refrigerator section & help them

    to select the same. For other products I studied the customers buying behavior and assisted

    regional manager by giving information for availability about whirlpools products & their price

    as well as various schemes offer by retailer.

    I found that proper promotional activities can really push the sales. Many times advertisement or

    gift offering influences the customers to a great extent. From the research it can be drawn out

    that a proper awareness of the technology have to be spread among the retailer and a good

    relation with salesperson can also push sales because in many cases it was found that when the

    question was asked regarding the brand the customer generally wants to buy then the response of

    many salespersons where that it was on their wish and they can sell any brand to them because

    all the brand have a slight difference and in terms of price and quality, so most of the customers

    depends on the salespersons & attitude of store manger/ department manager for making final

    decision regarding the purchase of the product.

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    In duration of my summer internship i studied brand loyalty of whirlpool & give my honest

    effort to create brand awareness for whirlpool among the customers. This helps company in

    future to understanding about customers perception & expectation in minds of customer.

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    PROFILE OF COMPANY

    Whirlpool is a swirling body ofwater usually produced by ocean tides. The vast majority of

    whirlpools are not very powerful. More powerful ones are more properly

    termedmaelstroms.Vortexis the proper term for any whirlpool that has a downdraft.

    Whirlpool, right from its inception in 1911 as first commercial manufacturer of motorized

    washers to the current market position of being worlds number one manufacturer and marketer

    of major home appliances, has always set industry milestones and benchmarks. The parent

    company (Whirlpool Corporation) is headquartered at Benton Harbor, Michigan, USA with a

    global presence in over 170 countries and manufacturing operation in 13 countries with 11 major

    brand names such as Whirlpool, Kitchen Aid, Roper, Estate, Bauknecht, Laden and Ignis. The

    company boasts of resources and capabilities beyond achievable feat of any other in the industry.

    Whirlpool Corporation (NYSE: WHR) is a Fortune 500 company and a global manufacturer and

    marketer of major home appliances, with annual sales of approximately $18 billion, more than

    73,000 employees, and more than 70 manufacturing and technology research centers around the

    world. After acquiring the Maytag Corporation on March 31, 2006, Whirlpool Corporation

    became the largest home appliance maker in the world.

    Whirlpool initiated its international expansion in 1958 by entering Brazil. However, it emerged

    as truly global leader in the 1980s. This encouraging trend brought the company to India in the

    late 1980s. It forayed into the market under a joint venture with TVS group and established the

    first Whirlpool manufacturing facility in Pondicherry.

    Soon Whirlpool acquired Kelvinator India Limited in 1995 and marked an entry into Indian

    refrigerator market as well.

    http://en.wikipedia.org/wiki/Waterhttp://en.wikipedia.org/wiki/Tideshttp://en.wikipedia.org/wiki/Maelstromhttp://en.wikipedia.org/wiki/Maelstromhttp://en.wikipedia.org/wiki/Maelstromhttp://en.wikipedia.org/wiki/Vortexhttp://en.wikipedia.org/wiki/Vortexhttp://en.wikipedia.org/wiki/Vortexhttp://en.wikipedia.org/wiki/Downdrafthttp://en.wikipedia.org/wiki/Downdrafthttp://en.wikipedia.org/wiki/Vortexhttp://en.wikipedia.org/wiki/Maelstromhttp://en.wikipedia.org/wiki/Tideshttp://en.wikipedia.org/wiki/Water
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    The same year also saw acquisition of major share in TVS joint venture and later in 1996,

    Kelvinator and TVS acquisitions were merged to create Indian home appliance leader of the

    future, Whirlpool India. This expanded the companys portfolio in the Indian subcontinent to

    washing machines, refrigerator, microwave ovens and air conditioners.

    Today, Whirlpool is the most recognized brand in home appliances in India and holds a market

    share of over 25%. The company owns three state-of-the-art manufacturing facilities at

    Faridabad, Pondicherry and Pune. Each of these manufacturing set-ups features an infrastructure

    that is witness of Whirlpools commitment to consumer interests and advanced technology.

    In the year ending in March 06, the annual turnover of the company for its Indian enterprise was

    Rs.1,375 Crores. According to IMRB surveys Whirlpool enjoys the status of the single largest

    refrigerator and second largest washing machine brand in India.

    The companys brand and image speaks of its commitment to the homemaker from every aspect

    of its functioning. It has derived its functioning principles out of an undaunted partnership with

    the homemakers and thus a slogan of You and whirlpool, the worlds best homemaker dots its

    promotional campaigns.

    Whirlpool has the distinction of having ISO certification for all its facilities in India. The

    refrigerator facility is located at Faridabad and manufactures a complete range of direct cool

    refrigerators. With the infusion of technology, machinery and streamlining the processes the

    capacity of this plant was increased from 700,000 to 1,000,000 annually.

    Whirlpools commitment to the Indian operation has resulted in the setting up of a state -of-the-

    art facility for the manufacture of no frost refrigerators at Ranjangaon near Pune. This facility

    has set the standards as one of the worlds front runners in environmentally sensitive eco-friendly

    manufacturing units.

    The washer facility is located at Pondicherry and manufactures both fully automatic and semi

    automatic washers. Constant feedback is taken from the consumers resulting in products being

    continuously upgrade in features and in styling.

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    Products manufactured in the above facilities match Whirlpools global standards and are

    exported to over 70 countries across the globe. Whirlpool of India is today Indias largest

    exporter of home appliance and has been approved as an Export House.

    Design Engineering is being developed as a core competency for Whirlpool of India. A step inthe direction has resulted in the setting up of Regional Technology Centres at Pune focussing on

    refrigerators and at Pondicherry for washers. This will provide WOI with a competitive edge in

    speedy customisation of products suited to consumer needs.

    In the second phase of developing this core competency Whirlpool set up a Global Technology

    Centre at Pune in 2002 to provide design support for the global organisation. A design and

    development centre for Whirlpools global small appliances brand Kitchenaid has also been set

    up at Pondicherry. The already strong manufacturing and technology infrastructure was

    augmented by the establishment of a Global Consumer Design centre for Asia in New Delhi in

    2005

    Whirlpool Indias products range from Refrigerators, Washing Machines, 100% Dryers, Air

    conditioners, Oil Filled Heaters, Microwave Ovens, Purafresh RO Range, to Home UPS

    Systems.

    Thus, in short the history of the company can be stated as below:

    1908: The first Automatic washer was launched to public in late 1908, by 1900 Corporation

    which in 1911 was renamed to Upton Machine Company.

    1957: The Company was rechristened as ' The Whirlpool Corporation.'

    1958: The Company moved out of country for the first time and invested in Brazilian appliance

    market through purchase of equity in Multibras S.A.

    1987: Whirlpool tied-up with Sundaram Clayton Ltd. of India to form Whirlpool Ltd.

    1993: First time Whirlpool became the No.1 stand-alone brand in UK, Ireland, Netherlands and

    Belgium

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    1995: Whirlpool Corp. acquired majority of stake in the TVS Whirlpool Ltd. The DC

    manufacturing facility of Kelvinator India was also acquired.

    1996: Whirlpool Washing Machines Ltd. and Kelvinator India Ltd. merged together to form

    Whirlpool of India Ltd

    1999: Whirlpool of India crossed the milestone of 1 million sales of appliances.

    2006: Whirlpool Corporation acquires Maytag and become the Worlds largest white goods

    company.

    2007: Received the 2007 Cause Marketing Golden Halo Award for Business, America's highest

    honor for companies and organizations that give back to the community through creative and

    effective cause marketing campaigns

    2008: Named one of the 2008 Worlds Most Ethical Companies by Ethisphere magazine

    2008: Whirlpool OF India was awarded the NDTV Profit Business & Leadership Award 2008

    for The Best Consumer Durables Company

    2009: Whirlpool was voted Product of the Year and received the award for the 'Best Innovative

    Product' in the popular refrigerators category. This was based on 40,000 consumers across 36towns in India voting Whirlpool Frost Free Refrigerators with 6th sense as the Best Innovation in

    the Popular Refrigerator Category.

    2009: Named one of the 100 Best Corporate Citizens by Chief Responsibility Officer

    (formerly Business Ethics) magazine in 2009 and from 2000-2007

    2009: Hewitt Best Employers in India 2009 Study

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    Whirlpool vision

    Every Home Everywhere with Pride, Passion and Performance

    This vision statement reinforces that every home is their domain, every customer and

    customer activity is their opportunity. This vision fuels the passion that they have for customers,pushing towards to provide innovative solutions to uniquely meet their needs.

    Pride... in work and each other

    Passion... for creating unmatched customer loyalty for their brands

    Performance... that excites and rewards global investors with superior returns

    Whirlpool mission

    Everyone, Passionately Creating Loyal Customers for Life

    Whirlpool mission defines the focus and what it does differently to create value. Its a company

    of people captivated with creating loyal customers. From every job, across every contact, it

    builds unmatched customer loyaltyone customer at a time.

    Whirlpool values:

    The companys values are constant and define the way that all Whirlpool Corporation employees

    are expected to behave and conduct business everywhere in the world.

    RespectTrust one another as individuals and value the capabilities and contributions of each

    person.

    Integrity It conducts all aspects of business honorably ever mindful of the longtime

    Whirlpool Corporation belief that there is no right way to do a wrong thing.

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    Diversity and Inclusion It maintains the broad diversity of Whirlpool people andideas.

    Diversity honors differences, while inclusion allows everyone to contribute. Together, it creates

    value.

    Teamwork It recognizes that pride results in working together to unleash everyones

    potential, achieving exceptional results.

    Spirit of WinningThe company promotes a Whirlpool culture that enables individuals and

    teams to reach and take pride in extraordinary results and further inspire the "Spirit of Winning"

    in everyone.

    Innovation:

    Whirlpool Corporation firmly believes innovative thinking comes from everyone,

    everywhere. Nearly 10 years ago, they launched a worldwide effort to instill innovation as a core

    competency throughout the entire organization. Since then, Whirlpool employees worldwide

    have participated in and contributed to innovation-related activities resulting in new ideas,

    products and services; thus delivering real value to consumers in ways never before seen in

    either the company or the home appliance industry.

    Focused on embedding innovation as a core competency, Whirlpool Corporation has

    made a long-standing investment to build this competency. This investment includes redesigning

    business processes, training thousands of employees, building an innovation management system

    and changing the culture of the company.

    Innovation attracts consumers to the wide portfolio of brands; Whirlpool Corporation

    generated more than $2.5 billion of worldwide revenue from product innovationswell

    exceeding projected targets for the yearand the robust pipeline of $4.5 billion will allow for

    continued growth over time.

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    Promising entity of the company

    Whirlpool Corporation is committed in building products that consumers around the

    world can rely upon to meet their daily needs. This commitment to quality begins in the concept

    stages and continues throughout the lifetime of the appliance. The result of these efforts is a

    sustainable and competitive advantage for the company.

    Globally, Whirlpool Corporation manufactures products using principles of lean

    manufacturing and operational excellence to ensure continuous improvement of processes and to

    produce products that meet the company's high-quality standards.

    At Whirlpool, there is a constant focus on seeking out new and unique ways to improve

    the function, performance and sustainability of their products.

    The ring of promise circling the Whirlpool Corporation logoThe ring around the whirlpool logo clearly shows how the company encompasses with a

    promising nature in developing a individual customer loyalty with its services .

    Building the Corporate Brand

    The Whirlpool corporate brand has a history dating back to 1911. The company has

    steadily expanded its product line, revenues, and global footprint for more than five decades,

    evident by milestone returns from $1 billion in 1968, to $2 billion by 1978, to $6 billion by

    1989, to the $13 billion reported in 2004. The corporate mission has also remained focused over

    time, demonstrated by mantras such as Unmatched customer loyalty the core of our strategy

    and Customer passion and lifelong relationships the focus of our business.

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    The corporate brand has also been built on a long history of design innovation, a safe and

    diverse employee environment, customer-centered manufacturing, and a spirit of social

    responsibility. In fact, the depth of the companys commitment to multiple social efforts is

    evident by a six-year inclusion of Whirlpool on the 100 Best Corporate Citizens list published

    by Business Ethics Magazine. The company boasts an impressive set of accomplishments that

    foster these commitments:

    The implementation of Operational Excellence, Whirlpools custom version of the SixSigma program, improves quality while lowering costs and shortening cycle times. This

    program helped Whirlpool leverage its global manufacturing experience to save $175

    million in manufacturing costs in its first three years of use.

    Whirlpools commitment to innovation was recognized in 2002 with a National DesignAward for Corporate Achievement from the Smithsonian Institution.

    Whirlpool is a six-time winner of the ENERGY STAR Partner of the Year award fromthe U.S. Environmental Protection Agency (EPA) and Department of Energy,

    demonstrating the companys commitment to environmental protection.

    More than 3,500 Whirlpool employees are involved in a five-year, $25 millioncommitment to Habitat for Humanity International. The partnership has provided more

    than 65,000 appliances to Habitat homes built in North America. In addition,

    Whirlpool has raised over a million dollars to support the fight against breast cancer through theCook for the Cure program, sponsored by KitchenAid. Over 90 years of history gives

    Whirlpool an extremely valuable asset: a corporate brand that communicates innovation,

    consumer-driven research and development, and excellence in design and performance. Injecting

    these principles into internal and customer-facing business processes enables the company to

    invoke a consistent set of emotional responses from consumers including trust, uniqueness, and

    most important, loyalty.

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    Product Range

    The product range covers a wide variety of products from Refrigerators to Fabicare; from

    AirCon to Water Purifiers and also Microwaves to UPS.Following is the product range of

    Whirlpool Of India Limited.

    Refrigerators Washing Machines Dyers Microwave Water Purifiers

    Strategy execution:

    The main strategy of the whirlpool is building strong brands which has a loyal consumer

    base. Whirlpool is trying to build trustworthiness of the customer and lead the customer life

    easier. Whirlpool mailnly does lot of work contributing in building unmatched levels of loyalty

    to their brands through lifelong relationships with the customers.

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    Whirlpool is committed to create the brand value using various strategies such as

    focusing on innovation, cost productivity, product quality and consumer value. Whirlpool

    always had a continous effort to improve its global operating platform to ensure the position of

    the best-cost and best-quality appliance manufacturer worldwide. The company is maintaining a

    strong supply chain to better deliver products in trading customers and consumers. The benefits

    of these actions today through a stronger network, increased efficiencies and timely deliveries.

    Now and then, even in the future the whirlpool focus is not simply on producing

    products but more on the innovation and customer perception in creating them. Its major focus

    is always on maximizing the benefits of their worldwide network of resources, which is

    unmatched in the industry. They are creating better, more innovative products that improve

    consumers' livesin and around the homeeach and every day. The company is always

    committed in being an agile, global consumer products company that creates value through their

    brands and innovations. With their compelling and growing brands, fueled with innovation, the

    company always attracts and retain loyal customers for life.

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    GLOBAL SCENARIO OF WHIRLPOOL

    COUNTRY KEY STATS BRANDS LOCATIONS

    NORTH AMERICA-No. 1 position in theindustry-$7.9 billion of sales-$810 million ofoperating profit-Approximately 31,000employees

    United States

    KitchenAid,

    Whirlpool,

    Roper by Whirlpool

    Corporation, Estate,

    Gladiator

    CanadaInglis,Whirlpool,

    KitchenAid

    Mexico Whirlpool,

    Acros,Supermatic, Crolls

    Headquarters: BentonHarbor, MIManufacturing

    Locations:

    United States Laverne,TN;Findlay, OH; Marion,OH;Greenville, OH; Clyde,OH;Benton Harbor, MI;

    Evansville, IN; FortSmith, AR; Tulsa, OK;Oxford, MSCanada Montmagny, QCMexico Monterrey

    EUROPE- No. 3 position in WesternandCentral Europe_ $2.7 billion in 2003 sales_ $124 million in 2003

    operating profit_ Approximately 14,000employees

    Whirlpool,

    Bauknecht,

    Ignis, Polar, Laden inFrance, KICin SouthAfrica

    Operations Center:

    Comerio, ItalyManufacturing

    Locations:

    France AmiensGermany Neunkirchen,

    SchorndorfItaly Naples, Siena,Cassinetta, TrentoPoland WroclawSlovakia PopradSouth Africa IsithebeSweden Norrkping

    ASIA Leader among Westerncompanies, with No. 1marketposition in India

    _ $416 million in 2003sales_ $7 million in 2003operating profit_ Approximately 5,000employees

    WhirlpoolHeadquarters: HongKong, PRCManufacturing

    Locations:

    India Faridabad, Pune,PondicherryChina Shanghai, ShundeWhirlpool

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    OBJECTIVES OF THE PROJECT

    Primary Objective

    I. To find out how whirlpool stands as a brand in minds of consumer

    Secondary Objective

    1. To find out brand awareness among consumers about different product of whirlpool

    2. To know consumer loyalty towards brand

    3. To understand brand perception among the consumers

    4. To find out overall satisfaction of after sales service of Whirlpool

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    RESEARCH METHODOLOGY

    The system of collecting data for research projects is known as research methodology.

    Research methodology is considered as the nerve of the project. Without a proper well-organized

    research plan, it is impossible to complete the project and reach to any conclusion. The project

    was based on the survey plan. The main objective of survey was to collect appropriate data,

    which work as a base for drawing conclusion and getting result.

    Therefore, research methodology is the way to systematically solve the research problem.

    Research methodology not only talks of the methods but also logic behind the methods used in

    the context of a research study and it explains why a particular method has been used in the

    preference of the other methods

    Research design

    Research design is important primarily because of the increased complexity in the market as well

    as marketing approaches available to the researchers. In fact, it is the key to the evolution of

    successful marketing strategies and programmers. It is an important tool to study buyers

    behavior, consumption pattern, brand loyalty, and focus market changes. A research design

    specifies the methods and procedures for conducting a particular study. According to Kerlinger,

    Research Design is a plan, conceptual structure, and strategy of investigation conceived as to

    obtain answers to research questions and to control variance.

    Research design specifies methods and procedures for study. In this study interested to know the

    Brand awareness and brand loyalty for Whirlpool procedures. However it was exclusively

    personal interview.

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    Data Collection:

    This report was prepared after collecting data from the retailers/ dealers and past data was

    arranged from the various studies conducted in last few years and various other records of

    company.

    Primary Data:

    These data were collected by personal interview with customers in various retail shop in Aundh

    area . For this purpose questionnaires were prepared in such that all necessary data would be

    collected.

    Secondary Data:

    Information regarding the project, secondary data was also required. These data were collected

    from various past studies and other sources of the company.

    SAMPLING METHOD

    random Sampling method

    SAMPLE SIZE

    100 Customers

    Research tools:

    Questionnaires

    RESEARCH AREA

    Aundh, Croma Electronics

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    LIMITATION OF STUDY

    Although I tried my best in preparation of this project, but this study has some limitation:

    1.The period of the project was not sufficient to study all the factors in deep.

    2.We cannot say that what the consumer have revealed will be right for each and every situation

    because their perception is influenced by many factors.

    3.Many consumer showed less interest in providing information and havent cooperated.

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    Review of Literature

    Scope of market research in view of modern global business.

    Research methods provide you with the knowledge and skills you need to solve the

    problems and meet the challenges of a fast-paced decision-making environment. Business

    research courses are a recognition that students in business, not-for-profit, and public

    organizationsin all functional areasneed training in the scientific method and its application

    to decision making. Two factors stimulate an interest in more scientific decision making: (1) the

    managers increased need for more and better information and (2) the availability of improved

    techniques and tools to meet this need.

    During the last two decades, we have witnessed dramatic changes in the business environment.

    Emerging from a historically economic role, the business organization has evolved in response to the

    social and political mandates of national public policy, explosive technology growth, and continuing

    innovations in global communications. These changes have created new knowledge needs for the

    manager. Other knowledge demands have arisen from problems with mergers, trade policies, protected

    markets, technology transfers, and macroeconomic savings investment issues.

    The trend toward complexity has increased the risks associated with business decisions, making it more

    important to have a sound information base. Increased complexity means there are more variables to

    consider. The competition is more vigorous, with many business downsizing to make competitive gains.

    Workers, shareholders, customers, and the public are better informed and more sensitive to their self-

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    interest. Government continues to show concern with all aspects of society. Each of these factors

    demands that managers have more and better information upon which to base decisions.

    To do well in such an environment, you will need to be equipped with an understanding of scientific

    methods and a means of incorporating them into decision making. You will need to know how to

    identify good research and how to conduct it. This book addresses these needs.

    As the complexity of the business environment has increased, there has been a commensurate, increase

    in the number and power of the tools to conduct research. There is vastly more knowledge in all fields of

    management. We have begun to build better theories. The computer has given us a quantum leap in the

    ability to deal with problems. New techniques of quantitative analysis take advantage of this power.

    Communication and measurement techniques have also been enhanced. These trends reinforce each

    other and are having a massive impact on business management

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    Concepts & definitions

    Buying behaviour

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    Data interpretation and data analysis

    1. Do you know whirlpool is the worlds No.1 Home appliance company? A. Yes B. No

    Interpretation:-

    Only 36% of customer knows that is the worlds No.1 Home appliance company

    64% of Customer is not aware that is the worlds No.1 Home appliance company

    2. Can you name the celebrity who endorses Whirlpools products in advertisements?A. Kajol C. Madhuri dixitB. Kareena kpoor D. Other

    7336%

    127

    64%

    Column1

    Yes

    No

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    Interpretation:-

    64.5% of Customer aware that Kajol endorses Whirlpools products in advertisements

    It indicate that most of the customers are knows that who is the face of the whirlpool in Ads.

    3. Do you know who Whirlpools competitors are?A. YesB. No

    If yes, please name a few

    Interpretation:-

    100% customers knows who are Whirlpools competitors in the market

    129

    64.5%

    53

    26%

    5

    3%

    13

    7%

    Kajol

    Kareena

    Madhuri

    Other

    200

    100%

    0

    0%

    Yes

    No

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    4. Which whirlpools products do you know?(more than one tick can be choose)A. Refrigerator C. Washing machineB. Air Conditions D. Micro Wave

    Interpretation:-

    Every customer knows about Refrigerator as well as Washing machine

    5. Have you use any of the products of whirlpool? What is your pick on next purchase?A. Yes and I dont want to buy again B. Yes and I want to buy in future

    Column1

    0

    50

    100

    150

    200

    RefrigeratorAir Conditions

    Washingmachine Micro Wave

    200

    17

    200

    42Column1

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    Interpretation:-

    52% of customer want to buy whirlpools product in future

    It shows that more than 50% customer trust whirlpool for future buying

    6. How many times you purchased products of whirlpool?A. Only once C. TwiceB. 3-4 times D. Not yet

    96

    48%104

    52%

    Sales

    A

    B

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    Interpretation:-

    More than 40% of consumers actually shows confidence in whirlpool for more than one time

    59% of consumers say that they purchase only once it indicate whirlpool not only retain old consumers

    but also making new customers

    7. Do you ever recommend whirlpools product to your friends, colleagues, etc?A. Yes B. No

    118

    59%

    59

    29%

    23

    12%

    0

    0%

    A

    B

    C

    D

    114

    57%

    86

    43%

    A

    B

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    57% of consumers recommend whirlpools product to others

    8. Which of the following, according to you, help build strong customer relationship?A. Communication C. Free trails and discountsB.

    Complimentary gift D. Others

    Interpretation:-

    35% consumer says that communication (i.e. Ads, Promotion campaigns, etc.) able to create good brandimage

    36% free trials, discounts will be help to built good brand image in market

    9. What is your thinking about the quality of Products provided by whirlpool? (Rate following )A. Excellent C. AverageB. Good D. Poor

    36%

    27%

    35%

    2%

    Sales

    A

    B

    C

    D

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    Interpretation:-

    40% of consumers rate quality of product is good; while 12% rate it excellent

    30% of consumers rate quality of product is average; while 18% rate it poor

    10.The ease of contacting the service department to make an appointment. (Rate following )A. Good C. PoorB. Average

    24

    12%

    78

    40%59

    30%

    36

    18%

    A

    B

    C

    D

    13

    6%

    59

    30%

    128

    64%

    A

    B

    C

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    Interpretation:-

    64% of consumers rate it poor (i.e. difficult) for ease of contacting to service department to

    30% rate it average while; 6% of consumers rate it good

    11.How well the service person understands of the work required when you make contact with them.(Rate following )

    A. Very Well C. PoorB. Average D. Not at all

    Interpretation:-

    48% of consumer rate average for service persons knowledge and understanding of problem39% of consumer rate poor for service persons knowledge and understanding of problem

    12.Did your problems attained in given period and with proper commitment?A. Yes B. No

    21

    12%

    84

    48%

    67

    39%

    1.2

    1%

    A

    B

    C

    D

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    Interpretation:-

    31% of consumers says their problems attained in given period and with proper commitment

    69% of consumes says their problems are not attained in given period and with proper commitment

    13.How you rate after sale service of the company? (Rate following )A. Best C. PoorB. Good

    63

    31%

    137

    69%

    A

    B

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    Interpretation:-

    Overall satisfaction about after sales service rates by consumers are

    8% best; 25% good; 67% poor

    17

    8%

    49

    25%

    134

    67%

    A

    B

    C

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    Finding

    1. Though company stands in global market as number 1 but very less consumers are awareabout it

    2. Most of the consumers recall who is brad ambassador of whirlpool; when advertise in anymedia with same celebrity people can easily recognize whirlpools association with it

    3. In the survey it shows that 100% customers know that who are whirlpools competitorsare. It gives information about people are aware about which and what is our market

    4. Consumers are aware about Refrigerator as well as Washing machine but less awareabout other product like Micro wave and even least aware about whirlpools Air

    conditions

    5. Survey shows that more than 50% customer trust whirlpool for future buying as well asMore than 40% of consumers actually shows confidence in whirlpool for more than one

    time. It shows that consumer loyalty for whirlpool is very promising and it will help

    organization in future

    6. In survey more than half of consumer admitted that they recommends whirlpoolsproducts to others. word of mouth is also helping to building brand image

    7. Consumers thinks that Ads, promotion campaigns, free trials, discount, complimentarygifts will help company to build strong customer relationship

    8. More than 50% of consumer happy with the quality of the product9. People find difficult to find out the proper company persons for filing any compliant10.Most of the consumer were unhappy about after sale service of the company and rate it

    below average and poor

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    Suggestion

    1. Company have to take advantage of their own status of number 1 in home appliance toappeal in their Advertising campaigns

    2. Company have to focus on their other products which less noticeable by customers3. Company have to do more efforts earn consumers loyalty because in todays scenario

    retaining customer is like herculean task

    4. Most of the case consumer loyalty and preference lies up to 50% or just above 50%which is not enough in such dynamic and ever changing world

    5. Company have to take initiative for contacting consumers after selling of their product6. Company have to develop proactive service other than reactive service to consumers

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    CONCLUSIONS

    In addition to suggestions and findings, this study also provides several scopes for furtherresearch, which will be addressed in the following paragraphs:

    1. While the customer loyalty model validated in this study possesses good power forexplaining repurchases intentions and referral behaviour,

    2. Within this study, four relational characteristics like customer awareness, Customerloyalty, Customer perception and after sale service were examined.

    3. Customer loyalty can be achieve trough not only quality of the product but also fromafter sales service