Projectofifb01 120705211913-phpapp01

[1]

Project Title

To understand pre purchase decision making process forIFB products

(WM and MWO)

Prepared by:

Ranbir Kumar Singh

Roll No:-111309

PGDM (2011-2013)

[1]

Project Title


(WM and MWO)

Prepared by:

Ranbir Kumar Singh

Roll No:-111309

PGDM (2011-2013)

[1]

Project Title


(WM and MWO)

Prepared by:

Ranbir Kumar Singh

Roll No:-111309

PGDM (2011-2013)

[2]

Declaration Certificate

I Ranbir Kumar Singh, hereby declare that this project titled“To understand pre purchase decision making process forIFB products (WM, and MWO)” with special reference to IFBindustries Ltd, Patna. It is based on original project studyconducted by me under the guidance of head of department,Mr. Deepak Prakash (Branch Manager, IFB Industries Ltd,Patna), Miss Tripti Jha (Business Manager, Domestic homeappliances, IFB Industries Ltd, Patna) and Mr. Ashish Mishra(Business Manager, Commercial appliances and Institutionalsales, State of Bihar, IFB Industries Ltd, Patna I further declarethat this project has not previously formed the basis of theaward of any degree or Diploma or similar title of recognition.

Place: PatnaDate: (Ranbir Kumar Singh)

[3]

Certificate of approval

It is certified that this dissertation titled “To understand prepurchase decision making process for IFB products (WM,and MWO)” (with reference IFB Industries Ltd, Patna)” isbased on an original project study conducted by Ranbir KumarSingh of 3rd Trimester of PGDM under my guidance. He hasattended the required sessions held.This project report has not formed the basis of the award of anydegree / diploma by University or Institutions.

Place: Patna

DATE:-

[4]

Acknowledgment

I would like to express my profound gratitude to all those whohave being instrumental in preparation of my project report.This project would not have been possible without the supportof many people. I would like to thanks head of department, Mr.Deepak Prakash (Branch Manager, IFB Industries Ltd, Patnafor his support and help. I would like to say thanks to my guide,Miss Tripti Jha (Business Manager, Domestic homeappliances, IFB Industries Ltd, Patna), Mr. Ashish Mishra(Business Manager, Commercial appliances and Institutionalsales, State of Bihar, IFB Industries Ltd, Patna) for her silentand meaningful guidance towards the career development.Who impressed me with his dedication and sincerity to thesubject of Marketing Management?

Last but not the least my special thanks to my Parents andfamily members who supported me and my dear friends whoencouraged me.

[5]

Content Page

Serial No. 1 Project Title Page No – 1Serial No. 2 Declaration Certificate Page No – 2Serial No. 3 Certificate Approval Page No – 3Serial No. 4 Acknowledgment Page No – 4Serial No. 5 Content Page Page No – 5Serial No. 6 Objective of study Page No – 6Serial No. 7 Introduction Page No – 7 to

8Serial No. 8 Company Profile Page No – 9 to

10Serial No. 9 Project Description Page No – 11

to 12Serial No. 10 Research Methodology Page No – 13

to 14Serial No. 11 Response of 50 customer Page No – 15

to 20Serial No. 12 Data analysis & Interpretation Page No – 21

to 54Serial No. 13 Finding Page No – 55

to 56Serial No. 14 Conclusion and methodology Page No – 57

to 58Serial No. 15 SWOT Analysis of IFB Home

appliancesPage No – 59to 61

Serial No. 16 Limitation Page No – 62Serial No. 17 Questionnaires Page No – 63

to 68Serial No. 18 Bibliography Page No – 69

[6]

Objective of study

To identify buying pattern of fully automatic washingmachine & microwave oven

To evaluate the alternative preferences of the customer.

To identify how price, feature, service affect sales ofWashing Machine

To study responsible factor to increase sales of WashingMachine and Microwave Oven in Bihar market

To identify the scope of the Washing Machine andMicrowave Oven

[7]

Introduction

IFB Industries Limited is India’s leading home appliances andfine blanks producer. The company was known as Indian FineBlanks Ltd. It started operations in 1974 in collaboration withHienrich Schmid AG of Switzerland. The company got listed onthe BSE in 2000. Today, the company manufactures fine Blankcomponents such as straighteners, Decoilers and strip loadersas well as other engineering components, and homeappliances such as washing machines, dishwashers,microwaves, hobs, Chimneys and other cooking appliances. Itsmanufacturing plants are located at Kolkata andGangarampur (West Bengal), Selcete and IIhas (Goa),Bhopal (Madhya Pradesh) and Bangalore. Its registered andcorporate office is located at Kolkata.

Established player in home appliances segment

IFB Industries Limited has an established market position inthe home appliance segment. The company manufactureshome and kitchen appliances such as washing machines,washer dryer, laundry dryer, Dishwasher, Microwave oven,hobs, chimneys and other cooking appliances. In FY10, thehome appliances segment contributed almost 82% of revenues.The company also manufactures engineering products like fineblanked components, cushion plate for seat recliners, K12tongue for seat belt assembly, door latches, gear shift selectorfor transmission, gear shifter for transmission, rotor segment foraircrafts, plate valve for compressors, gears, etc for two-wheelers. Clients for its engineering products include MarutiSuzuki, Ford India, Fiat India, Toyota Kirloskar Motors, Lucas

[8]

TVS, Brakes India, Rane TRW, Bosch Chasis, TVS Motor Co,Yamaha Motorcycles, Honda Motorcycles & Scooters India,Royal Enfield, Hero Honda, L&T, SKF, etc. In FY10, fine blanksand engineering operations contributed 18% to total revenue inFY10.

Strengthening its reach in tier 2 and tier 3 towns

IFB Industries Limited is strengthening its distribution networkin tier 2 and tier 3 towns and focusing on marketingprogrammes for semi-urban and rural markets.

The company has a 24-hour tele-helpline service for queries. Itdelivers to over 1,600 locations in India.

[9]

Company Profile

Company Name

Indian Fine Blanking Industries Limited

Head Office Address

IFB Industries Head Office Address:Flat No.IND-5 Sector-1East Kolkata TownshipKolkata: 700088West Bengal, India.IFB Industries Phone Number: (33) 39849524 39849475IFB Industries Website: www.ifbbangalore.com

Company Status

IFB Industries Limited is a US$ 250 million diversifiedbusiness house having interests in appliances, automotivecomponents, alcohol and marine foods. Our businesses enjoyleadership status and in most product categories have adominant market share. The businesses are built on the ethosof quality, technology and customer focus as well as financialprudence. The “IFB” brand enjoys very strong equity in theminds of the customers and is amongst the most desiredbrands in India.

[10]

The businesses are growing at an average of about 30% andare on an expansion spree leading to requirement ofknowledgeable people in the following areas:

Appliances

Front loading washing machines R&D Quality Purchase Manufacturing

Auto Components

Fine Blanking Tooling Design Process Engineering Quality & Manufacturing

Seat Mechanisms Manufacturing & Quality

Window Lifter Manufacturing & Quality

Automotive Motors – Window Lifter motors R&D Manufacturing & Quality

[11]

Project Description

Consumer Decision Making Processes

By Ken Matsuno

Traditionally, consumer researchers have approached decisionmaking process from a rational perspective. This dominantschool of thought views customers as being cognitive (i.e.,problem-solving) and, to some but a lesser degree, emotional.i

Such a view is reflected in the stage model of a typical buyingprocess (often called the consumer information processingmodel) depicted in Figure.

Problem Recognition

Information Search

Evaluation and Selection of Alternatives

Decision Implementation

Post-purchase Evaluation

[12]

Figure 1 the Consumer Information Processing Model

Source: Adopted from Kotler (1997), Schiffman and Kanuk(1997), and Solomon (1996)

In this model, the consumer passes through five stages:problem recognition, information search, evaluation andselection of alternatives, decision implementation, and post-purchase evaluation.

[13]

Research Methodology

Meaning

Research is an intensive and purposeful search for knowledgeand understanding of social and physical phenomenon.Research is scientific activity undertaken to establishsomething, a fact, a theory a principle or an application. Onecan also define research as a scientific and systematic searchfor pertinent information on a specific topic. Infect research isart of scientific investigation. According to John W.Best“Research is the systematic and objective analysis andrecording of controlled observation that may lead todevelopment of generalization, principles or theories resultingprediction and possibly ultimate control of events”

Source of Data Collection

1. Primary Data

In primary data collection, you collect the data yourself usingmethods such as interviews and questionnaires. The key pointhere is that the data you collect is unique to you and yourresearch and, until you publish, no one else has access to it.

There are many methods of collecting primary data and themain methods include:

questionnaires

interviews

focus group interviews

[14]

observation

case-studies

diaries

critical incidents

Portfolios

2. Secondary Data

In secondary data collection, the company uses informationfrom other sources that has already been researched bysomebody else. Instead of carrying out research yourself like inprimary research, you simply use somebody else's results thathave already been collected which have been carried out insimilar ways to how you would have carried it out.

There are many methods of collecting secondary data and themain methods include:

Websites Other companies reports Websites etc.

I have collected both type of data, primary data andsecondary data (provided by company). I relied on the datagiven by respondents through questionnaire designed by me.

[15]

Response of 50 Customers through personal interviews

Noofrespondent

How didyou knowabout IFB?

Are yousatisfied withservices andproduct?

Do you knowabout fullyautomaticIFB washingmachine?

Why didyou buyFront/TopLoadingmachine?

Do youuse anyother IFBproduct?

Which othercompany'sproduct haveyou seen in thedealer's shop?

Whichcompany'sof MWO doyou use?

11 1 TV Add Yes NotInterested

No Samsung Non user

2 Dealer Yes No NotInterested

No Samsung, LG Non user

3 News Paper Yes BestFeature

No Not Remember Non user

4 Brand Loyal(All familyuse IFB)

Yes (fuse)vibration

Yes Brand Loyal No Samsung Non user

5 Existingcustomer ofWM

YES Want(TROLLY +cover)

Yes BestFeature

WM Godrej Non user

6 Exchangeoffer(Internet)

Not Satisfy(after manycall noResponsefrom serviceside)

Yes No option(he has toexchangehismachine)

No Did not see (Hegot homedelivery)

Non user

7 Existingcustomer ofWM(since1999)

Yes Yes BestFeature

No Not interested Non user

8 Dealer Can’t say No BestFeature

Evening Non user

9 Friend Yes Yes Brand Name No Not Remember Non user


Not Satisfied(serviceperson shouldvisit in everytwo month)

Yes BestFeature

Yes LG, Samsung IFB

11 Dealer Yes No Best feature(Suggestedby Brother )

No Not interested Non user

[16]

12

Existingcustomer ofWM

Yes Yes

BestFeature, lesswaterConsumption

No Whirlpool Non user

13 Dealer Yes No Brand Name Yes LG, Samsung(Dealer try to sellother company'sproduct)

IFB


Yes Yes Best Feature No Not interested Non user

15 HisDaughter(Hisall familymembers areuser of IFBProduct)

Yes Yes Best feature(Suggestedby Daughter,Son, )

No Samsung Non user

16 Suggestedby Dealer

Yes No Best feature Yes LG, Samsung IFB(25SC3)

17 Dealer Yes No MicrowaveUser

No Bajaj, Kenstar,LG

IFB

18 Dealer Can't say (tillnow, I didn'tneed anyservices)

No Best featureknown byfriend

No I see only IFB Non user

19 Dealer (litecorner)

Yes No MicrowaveUser

Yes Not Remember IFB

[17]

20 Suggestedby Friend

Yes Yes Best feature,latesttechnology

No LG Non user

21 Smartcustomer

Yes Yes Best feature No Not interested NotInterested

22 Internet Yes No MicrowaveUser

Yes Home delivery IFB

23 Suggestedby Relative

Not satisfied(serviceperson toldthat I willprovide youtrolley, coverafter one weekand till now hedid not come )

Yes Yes Yes (Argo6512R)

Not interested IFB

24 suggestedby Relative(Want to buyMicrowaveOven)

Yes Yes Best feature No LG, Samsung Non user

25 ExistingCustomer (Hesuggestedso manyfriend to buyIFB Product)

Yes Yes Best quality, No Not Interested(only IFB)

Non User

26 Internet Yes Yes Best quality, Microwaveoven

Whirlpool IFB

27 Suggestedby Relative(they areusing for 20Year)

Yes Yes Brand loyalBest quality,(In relationthey areusing for 20year withgoodperformance)

No Samsung, LG Non user

28 Suggestedby dealer(Elite)

Yes Yes Best quality No Kenstar, LG,Samsung

Non user

[18]

29 Suggestedby friend

Yes Yes Best feature No Only IFB Non user

30 Existingcustomer ofIFB WM(4thIFB washingmachine)

Yes Yes Best quality No Buy throughexchange offer

LG,Samsung

31 Existingcustomer ofIFB WM(Forten year)

Yes Yes Best quality No Videocon,Samsung, LG,whirlpool

Non user

32 Friend Yes Yes MicrowaveUser

Washingmachine

LG IFB

33 Suggestedby brother

No (Duringinstallationbehaviour ofservice personis not good)

Yes Best feature No Whirlpool, LG Non user


Yes Yes Services,Best feature

Washingmachine

LG, Samsung IFB

35 Suggestedby daughter

Yes No Best feature Yes LG IFB

36 Dealer Can't say (Tillnow, I didn'tneed anyservice)

Yes MicrowaveUser

Yes Whirlpool,Samsung

IFB

[19]

37 SuggestedBy Otherfamilymember

Yes No Best feature No LG Non user

38 Internet No (Duringinstallationbehaviour ofservice personwas not good,they were notinstalling inproper way)

Yes Best feature(Willing tobuy for 20Year)

No Whirlpool, LG LG

39 Suggestedby Son (he isuser of IFBWM)

Yes Yes Best feature(Suggestedby Son)

No LG Non user

40 Suggestedby Friend (He is user ofIFB WM)

Yes Yes Best Brand No Not interested inother Product(Only I Had tobuy IFB washingmachine)

Non user

41 Suggestedby relative(they areuser of IFBWM)

Yes Yes Best feature No Whirlpool Non user

42 Suggestedby Friend (He is user ofIFB WM)

Can't Yes Best Brand No Not interested inother Product(Only I Had tobuy IFB washingmachine)

Non user

43 Internet Yes Yes Best product,Brand name

No Home Delivery Non user

[20]


Can't say (Tillnow, I didn'tneed anyservice)

No (I saw IFBwashing atdealer shop)

Best product(Suggestedby Dealer)

No LG, Samsung,Whirlpool

Non user

45 Dealer Can't say (Tillnow, I didn'tneed anyservice)

No (I saw IFBwashing atdealer shop)

Best product(Suggestedby Dealer)

No Not remember Non user


Yes Yes Best quality No LG, Samsung Non user

47 Friend Yes Yes Best product No LG Non user

47 Existingcustomer ofIFB WM(4thIFB washingmachine)

Yes Yes Best quality No Whirlpool, LG,Samsung

48 Dealer Can’t say No Best Feature Yes Evening Non user

49 Dealer Yes No Best Feature No Bajaj, Kenstar,LG

IFB


Yes Yes Services,Best feature

Yes LG, Samsung IFB

[21]

Data Analysis & Interpretation

Consumer Pre purchase Behaviour Survey

How people take purchase decision while purchasingWashing Machine?

Graph and Analysis

Sample size =50

How customers know about IFB Washing Machine?

Out of 50 sample size 23 were aware about the productthrough Friend & Relative, 13 through dealer, 9 are existingcustomer, 5 through internet.

Inference

Word of mouth plays significant role in advertisement, largenumber of Customers trusts on dealers’ word, Existingcustomers spread the name of the company and Internet alsomakes people known about the brand.

Internet10%

Dealer26%

ExistingCustomer

18%

Customers Response

[21]




Graph and Analysis

Sample size =50



Inference


Relative &Friend(existingcustomers of

IFB)46%

Internet10%

ExistingCustomer

18%

Customers Response

[21]




Graph and Analysis

Sample size =50



Inference


Relative &Friend(existingcustomers of

IFB)46%

[22]

Pie-Chart and Analysis

Sample size =50

How many customers are satisfied with services?

Out of 50 sample size 80% people are satisfy with services,10% can’t say because till now they didn’t need any servicesand rest 10% people are not satisfied with the services due toirrelevant behaviour of services person during installation.

Inference

IFB provide best services to their customers after sales, weshould also provide soft skill and technical training to ourservice persons; so that we can reduce complain againstservices related to their soft skill and technical knowledge.

Yes80%

How many % of Customers are satisfywith services

[22]


Sample size =50



Inference


Can't Say10%

No10%


[22]


Sample size =50



Inference


No10%


[23]


Sample size =50

Awareness of IFB product among consumer

Out of 50 samples size 42 customers are aware about theproduct from different source like friend, relative, Internet, and 8customers first see at the dealer shop.

Inference

Before purchasing 42 customers were aware about IFB productand word of mouth play important role for IFB productspromotion.

Yes84%

Awerness of IFB Washing Machine

[23]


Sample size =50



Inference


No16%


[23]


Sample size =50



Inference


No16%


[24]


Sample size =50

Attributes of buying IFB Washing Machine

Out of 50 samples size 25 Customers buy due to Best Feature,18 Customers due to Best Quality, and 5 Customers is Brandloyal and 2 Customers can’t say.

Inference

Most of the customers take decision on the basis of feature,also customers believes on quality and some are brand loyal.

Best Quality36%

Brand Loyal4%

Can't Say8%

Customers Response

[24]


Sample size =50



Inference


Best Feature52%

Brand Loyal4%

Customers Response

[24]


Sample size =50



Inference


Best Feature52%

[25]


Sample size =50

What percent consumer use only washing and washingmachine + Microwave oven

Out of 50 samples size 72% Customers use single product and28% Customers use two products (In 28% customers 24%customers use IFB washing machine, microwave oven and 4%IFB washing machine, other microwave oven).

Inference

Due to best quality 24% consumer use IFB washing machineand microwave oven.

Washingmachine + IFB

Microwaveoven24%

Customers Response

[25]


Sample size =50



Inference


Only washingmachine

72%

Washingmachine +

OtherMicrowave

oven4%

Customers Response

[25]


Sample size =50



Inference


Only washingmachine

72%

[26]


Sample size =50

Other company’s products available at dealer place

Out of 50 samples size LG available at 50% dealer, Samsungat 26% dealer, whirlpool at 16%dealer, Videocon at 8% dealer.

Inference

Demand of LG is very good in market so dealers want to keepmore LG product other than Samsung, whirlpool, Videocon.

Samsung26%

whirlpool16%

Videocon8%

Customers Response

[26]


Sample size =50



Inference


LG50%

Videocon8%

Customers Response

[26]


Sample size =50



Inference


LG50%

[27]


Sample size =50

Mode of purchasing while buying new washing machine

Out of 50 samples size 90% customer purchase through dealer10% customer through internet.

Inference

45 Customers purchase through dealers so IFB shouldincrease their number of dealer to increase availability of IFBproduct.

Dealer90%

Customers Response

[27]


Sample size =50



Inference


Internet10%

Dealer90%

Customers Response

[27]


Sample size =50



Inference


[28]

Response of 30 Customers through personal interviews(for Washing machine)

Customer

PhoneNo.

Whichbrand(washingmachine) doyouwanttouse?

Whichattributes doyoulookforpurchasingwashingmachine?

Whichcolours ofwashingmachine doyouprefermost?

WhichtypeofWashingMachine doyoulike touse?

WhichattributesInfluenceyourpurchasingdecision forwashingmachine?

Are youawareaboutFullyAutomatic TopLoader/FrontLoaderIFBwashingmachine?

How doyoutakepurchasedecisionwhilepurchasingwashingmachine?

Towhatextentwarranty periodandothersalesserviceseffectyourpurchasedecision?

Whichmode ofpurchasing wouldyou liketo adoptto buynewwashingmachine?

Who isthedecisionmakertobuywashingmachine?

Whoisuserofwashingmachineinyourfamily?

1 MdFiroz

9835889466

IFB Quality

Silver TopLoading

SteamWash

Yes OwnDecision

VeryMuch

FromDealer

Self Wife

2 SantosKumar

9304455705

LG Feature

Silver TopLoading

SteamWash

Yes OwnDecision

VeryMuch

FromDealer

Wife

Wife

3 MdJawed

9472368948

Whirlpool

Quality

Red TopLoading

SteamWash

No PeerSuggestion

VeryMuch

ExclusiveShowroom

Wife

Wife

4 Ramesh

NA LG Brand White TopLoading

SteamWash

No OwnDecision

VeryMuch

ExclusiveShowroom

Self Wife

5 RajneshKum

9798897080

LG Feature

White FrontLoading

SteamWash

No PeerSuggestion

Doesn'tMatter

ExclusiveShowroom

Wife

Allfa

[29]

ar mily

6 Neeraj

9835699979

Whirlpool

Quality

White SemiAutomatic

3DwashSystem

No BrandAwareness

Doesn'tMatter

FromDealer

Self Self

7 VinodKumar

9431213077

Videocon

Feature

Silver TopLoading

AirBubbleWash

No OwnDecision

Doesn'tMatter

ExclusiveShowroom

Wife

Wife

8 PSinha

9534853896

Samsung

Quality

White TopLoading

SteamWash

No BrandAwareness

TillSomeExtent

ExclusiveShowroom

Self Wife

9 Jitendra

9308334068

Whirlpool

Feature

White SemiAutomatic

SteamWash

Yes OwnDecision

VeryMuch

ExclusiveShowroom

Self Wife

11 Sujata

9771729860

LG Quality

White FrontLoading

FoamControl

Yes OwnDecision

TillSomeExtent

FromDealer

Self Self

12 MissVerma

9386280520

IFB Feature

White FrontLoading

SteamWash

Yes PeerSuggestion

TillSomeExtent

FromDealer

Self Self

13 RajeewRanjan

9835268341

IFB Quality

Silver FrontLoading

AirBubbleWash

No PeerSuggestion

VeryMuch

ExclusiveShowroom

Wife

Wife

14 RajeshRanjan

9905800898

IFB Brand Silver FrontLoading

AirBubbleWash

Yes OwnDecision

VeryMuch

ExclusiveShowroom

Self Wife

15 SmitKumar

NA Samsung

Brand Red TopLoading

AirBubbleWash

No OwnDecision

VeryMuch

FromDealer

Self Wife

16 Ravi 0612-2267007

LG Quality

White FrontLoading

SteamWash

Yes PeerSuggestion

TillSomeExtent

ExclusiveShowroom

Wife

Wife

17 Amit 9987547876

Samsung

Feature

Silver FrontLoading

AirBubbleWash

Yes BrandLoyalty

Doesn'tMatter

ExclusiveShowroom

Self Wife

18 BhupendraKumar

9905362289

LG Quality

Red TopLoading

SteamWash

No OwnDecision

VeryMuch

Internet Wife

Wife

19 NitinKumar

9304693959

Whirlpool

Brand Red SemiAutomatic

SteamWash

No OwnDecision

VeryMuch

ExclusiveShowroom

Wife

Wife

20 Jinat 9234791092

LG Brand Silver TopLoading

3DwashSyste

No OwnDecision

VeryMuch

ExclusiveShowroom

Self Dau

[30]

m ghter

21 Sarita

9608478875

Samsung

Quality

White FrontLoading

SteamWash

Yes BrandAwareness

TillSomeExtent

Internet Mother

Self

22 RohitKumar

9308457214

LG Feature

White TopLoading

AirBubbleWash

Yes OwnDecision

TillSomeExtent

ExclusiveShowroom

Self Self

23 ShuvamKumari

9308513879

IFB Feature

Silver FrontLoading

3DwashSystem

No OwnDecision

VeryMuch

ExclusiveShowroom

Mother

Self

24 SureshKumar

9304305758

Whirlpool

Quality

Silver TopLoading

SteamWash

No PeerSuggestion

VeryMuch

ExclusiveShowroom

Self Self

25 ShelendraKumar

9334488995

Whirlpool

Feature

Silver FrontLoading

SteamWash

Yes BrandLoyalty

VeryMuch

ExclusiveShowroom

Wife

Wife

26 AnitaDevi

8544066406

LG Quality

White TopLoading

SteamWash

No PeerSuggestion

VeryMuch

FromDealer

Wife

Wife

27 ArvindKumar

9835405287

Samsung

Brand Silver TopLoading

SteamWash

No OwnDecision

TillSomeExtent

FromDealer

Self Self

28 Father

LG Brand Silver TopLoading

AirBubbleWash

Yes OwnDecision

VeryMuch

ExclusiveShowroom

Wife

Daughter

29 AjayKumar

9835667611

LG Quality

Silver TopLoading

AirBubbleWash

Yes PeerSuggestion

TillSomeExtent

FromDealer

Self Wife

30 DeneshKumar

9334815909

Samsung

Brand White TopLoading

SteamWash

No PeerSuggestion

TillSomeExtent

ExclusiveShowroom

Self Wife

[31]


Consumer pre purchase Behaviour Survey

How people take decision to purchase Washing Machine?


Sample size =30

Customer’s preference of brand

Out of 30 respondents 36% have shown interest in purchasingWashing machine of LG, 20% of Samsung, 20% of Whirlpool,17% of IFB and rest 7% of Videocon.

Inference

Most of the people are aware about LG, Samsung, andWhirlpool and Customers are less aware about IFB and others.

20%

17%

7%

[31]





Sample size =30



Inference


36%

20%

7%

Customers Response

[31]





Sample size =30



Inference


LG

Samsung

Whirlpool

IFB

Videocon

[32]


Sample size =30

Desired attributes while buying washing machine

While buying a washing machine 10 customers go for Quality,8 customers go for Feature, 7 Customer go for Brand, and rest5 go for price.

Inference

While purchasing washing machine most of customers look forQuality then they think about feature, brand and price.

33%

17%

Customers Response

[32]


Sample size =30



Inference


23%

27%

17%

Customers Response

Brand

Feature

Quality

Price

[32]


Sample size =30



Inference


Brand

Feature

Quality

Price

[33]


Sample size =30

Customer’s preference of colour

Out of 30 respondents 12 customers prefer white colour, 11prefer silver colour, 4 white and rest prefer gray colour.

Inference

White and Silver colours are most preferable colour amongcustomers. Red and gray is liked by less no of customers.

40%

37%

13%

10%

Customers Response

White

Siver

Red

Gray

[34]


Sample size =30

Type of washing machine prefer to use

Inference

Top loader washing machine is liked by most of the customersbecause it is more convenient in use and less no of customersliked front loader and semi automatic.

10%

37%

Customers Response

[34]


Sample size =30


Inference


53%

Customers Response

Top Loader

Semi Autometic

Front Loader

[34]


Sample size =30


Inference


Top Loader

Semi Autometic

Front Loader

[35]


Sample size =30

Attributes which influence purchase decision

Here stem wash is most preferable attributes which influence18 customers purchase decision then air bubble wash influence8 customer decisions after that 3D wash and foam controlinfluence purchase decision.

Inference

Most of customers want to have steam wash feature becauseBaby cloths, kitchen cloths and stub dirt carrying cloths can beeasily washed by steam wash feature, Customers also liked airbubble wash but 3D wash is liked by very less customers.

27%

10%

3%

Customers Presponse

[35]


Sample size =30



Inference


60%

3%

Customers Presponse

Steam Wash

Air Bubble

3D Wash

Foam Control

[35]


Sample size =30



Inference


Steam Wash

Air Bubble

3D Wash

Foam Control

[36]


Sample size =30

Awareness about fully automatic top loader/front loader IFBwashing machine

Out of 30 respondents 16 customers are aware about IFB fullyautomatic washing machine and 14 customers are not aware.

Inference

More than 50% customers are aware about IFB washingmachine, large numbers of customers who want to buy washingmachine, they don’t know about IFB, so IFB needs to increaseproduct awareness.

47%

Customers Response

[36]


Sample size =30



Inference


53%

Customers Response

[36]


Sample size =30



Inference


53%Yes

No

[37]


Sample size =30

Buying decision while purchasing washing machine

Out of 30 respondents 15 customers Purchase through owndecision, 9 through peer suggestion, 3 due to brand awarenessand rest 3 due to brand loyalty.

Inference

More than 50% customers take self decision, large number ofcustomer believes on word of mouth and some believes in thebrand name.

Peer Suggestion31%

BrandAwarnees

10%

Brand Lotalty7%

Customer Response

[37]


Sample size =30



Inference


Own Decision52%

Brand Lotalty7%

Customer Response

[37]


Sample size =30



Inference


Own Decision52%

[38]


Sample size =30

Place of purchasing

Here 15 customers’ wants to purchase to washing machinethrough exclusive showroom, 10 customer through dealer and3 through internet and rest 2 customers want through retailer

Inference

50% customers wanted to purchase from exclusive showroombecause there is more options for selecting a product, somewanted to purchase from dealers’ point because Dealers mightprovide in less price, and some liked to buy from retailer and onnet.

33%

10%

7%

[38]


Sample size =30

Place of purchasing


Inference


50%

7%Customers Response

Exclucive Showroom

From Dealer

Internet

Retailer

[38]


Sample size =30

Place of purchasing


Inference


Exclucive Showroom

From Dealer

Internet

Retailer

[39]


Sample size =30

How warranty period affect sales of washing machine

While purchasing washing machine 17 customer says warrantyperiod affect very much, 9 customer says till some extant and 4customer says warranty period doesn’t matter for me.

Inference

Most of customers believe in warranty because maintenancecost is very costly, some believe in warranty for some extentand some think it does not matter.

30%

13%

[39]


Sample size =30



Inference


57%

13%

Customers Response

Very Much

Till Some Extent

Doesn't Matter

[39]


Sample size =30



Inference


Very Much

Till Some Extent

Doesn't Matter

[40]


Sample size =30

Decision maker to buy washing machine

While purchasing washing machine 16 customers take decisionthrough self, 12 customers take decision through wife and 3customers take purchase decision through mother.

Inference

At the time of purchasing more than 50% customers take selfdecision, 40% customers’ decision is affected by wife and insome cases mother takes decision.

40%

7%

Customers Response

[40]


Sample size =30



Inference


53%

7%

Customers Response

[40]


Sample size =30



Inference


Self

Wife

Mother

[41]


Sample size =30

User of washing machine

Inference

It has observed that in 60% cases wife is user, 27% ofcustomers liked to use it by self, in some cases it is used bydaughter and other family members.

27%

6%

7%

Customers Response

[41]


Sample size =30


Inference


60%

7%

Customers Response

[41]


Sample size =30


Inference


Wife

Self

Daughter

All Family

[42]

Response of 30 Customers through personal interviews(Microwave Oven)

S.No

Customer

Phone No. Whic

hbrand(Microwaveoven) doyouwanttouse?

Whichattributes doyou lookforpurchasingwashingmachine?

Whichcolours ofwashingmachine doyouprefermost?

WhichtypeofWashingMachinedoyouliketouse?

WhichattributesInfluenceyourpurchasingdecision forwashingmachine?

Are youawareaboutFullyAutomatic TopLoader/FrontLoaderIFBwashingmachine?

How doyou takepurchasedecisionwhilepurchasing washingmachine?

To whatextentwarrantyperiodand othersalesserviceseffectyourpurchasedecision?

Whichmode ofpurchasingwouldyou liketoadoptto buynewwashingmachine?

Who isthedecisionmaker tobuywashingmachine?

Who isuser ofwashingmachine inyourfamily?

1 Jinat 9234791092

Godrej

Brand Silver Convection

HealthyCooking

No BrandAwareness

VeryMuch

ExclusiveShowroom

Self Wife

2 Sarita

9608478875

Samsung

Quality

Black Convection

Cookeryclasses

No OwnDecision

VeryMuch

ExclusiveShowroom

Mother Wife

3 RohitKumar

9308457214

LG Feature

Black Grill HealthyCooking

Yes PeerSuggestion

VeryMuch

Internet Self Self

4 ArvindKumar

9835405287

Samsung


Cookeryclasses

No OwnDecision

Doesn'tMatter

FromDealer

Self Self

5 RamKishor

9128261780

IFB feature

Silver Convection

Start-Up Kit

No OwnDecision

VeryMuch

ExclusiveShowroom

Self Self

6 UmeshSharma

9839776966

IFB Quality

Black Convection

Start-Up Kit

No OwnDecision

VeryMuch

ExclusiveShowroom

Self Self

7 Kumar

96312164

Samsung

Quality

Black Convectio

Healthy

Yes BrandAwarenes

Till SomeExtent

Exclusive

Wife Self

[43]

Vivek 94 n Cooking

s Showroom

8 PramodKumar

9334201702

Whirlpool

Feature

Black Grill MoreAutoCookMenu

Yes PeerSuggestion

VeryMuch

ExclusiveShowroom

Wife Wife

9 Archna

9430954814

LG Quality

Red Grill HealthyCooking

No OwnDecision

VeryMuch

FromDealer

Self Self

10 Hrish 9128261780

Godrej

Feature

Black Solo Start-Up Kit

No OwnDecision

Doesn'tMatter

FromDealer

Wife Wife

11 ShuvamKumari

9308513879

IFB Quality

Silver Grill Cookeryclasses

No OwnDecision

VeryMuch

ExclusiveShowroom

Self Wife

12 SureshKumar

9304305758

Godrej


Cookeryclasses

No PeerSuggestion

VeryMuch

ExclusiveShowroom

Wife Self

13 ShelendraKumar

9334488995

Samsung

Brand Red Solo HealthyCooking

Yes OwnDecision

VeryMuch

FromDealer

Self Wife

14 MissVerma

9386280520

LG Quality

Black Convection

Start-Up Kit

Yes OwnDecision

Till SomeExtent

ExclusiveShowroom

Self Wife

15 RajeewRanjan

9835268341

Samsung

Feature

Silver Convection

MoreAutoCookMenu

Yes BrandLoyalty

Till SomeExtent

ExclusiveShowroom

Wife Self

16 RajeshRanjan

9905800898

LG Quality

Red Grill Start-Up Kit

No OwnDecision

VeryMuch

Internet Wife Self

17 SmitKumar

9128261781

Whirlpool

Brand Red Convection

Cookeryclasses

Yes PeerSuggestion

VeryMuch

ExclusiveShowroom

Self Wife

18 Ravi 0612-2267007

LG Brand Silver Convection

HealthyCooking

No PeerSuggestion

VeryMuch

ExclusiveShowroom

Wife Self

19 Amit 9987547876

Samsung

Quality

Black Grill Cookeryclasses

No BrandAwareness

Till SomeExtent

Internet Self Self

20 Bhup 9905 Godr Featur Black Conv Start- Yes Brand Till Some Exclusiv Mother Daugh

[44]

endraKumar

362289

ej e ection

Up Kit Loyalty Extent eShowroom

ter

21 NitinKumar

9304693959

IFB Feature

Silver Grill Start-Up Kit

No OwnDecision

VeryMuch

ExclusiveShowroom

Wife Self

22 Saroj 8002950509

Whirlpool

Quality

Black Grill Cookeryclasses

No OwnDecision

VeryMuch

ExclusiveShowroom

Self Self

23 NavinKumar

9931074458

Godrej

Feature

Black Convection

MoreAutoCookMenu

No PeerSuggestion

VeryMuch

ExclusiveShowroom

Self Daughter

24 BipinKumar

9693953397

LG Quality

Black Convection

MoreAutoCookMenu

No OwnDecision

Till SomeExtent

FromDealer

Wife Wife

25 Dr.AfrojAhmad

9304035726

Samsung

Brand Silver Grill Start-Up Kit

Yes PeerSuggestion

Till SomeExtent

FromDealer

Wife Self

26 Rajesh

9334135600

LG Brand Red Convection

HealthyCooking

No PeerSuggestion

VeryMuch

ExclusiveShowroom

Wife Daughter

27 SanjayKumar

9304991007

LG Quality

Silver Solo Start-Up Kit

Yes OwnDecision

VeryMuch

FromDealer

Self Wife

28 RakeshkishorSharma

9234229972

Godrej

Brand Black Grill Cookeryclasses

No BrandLoyalty

VeryMuch

ExclusiveShowroom

Self Self

29 OmPrakeshSharma

9431011704

Samsung

Quality

Black Convection

Start-Up Kit

Yes PeerSuggestion

Till SomeExtent

FromDealer

Wife Self

30 J.PAgrwal

9304087731

LG Brand Silver Convection

MoreAutoCookMenu

No OwnDecision

VeryMuch

FromDealer

Wife Wife

[45]



How people take decision to purchase Microwave Oven?


Sample size =30


Out of 30 respondents 9 have shown interest in purchasingWashing machine of LG, 6 of Samsung, 6 of Whirlpool, 7 of IFBand rest 2 of Videocon.

Inference

Most of the people liked LG, Samsung is liked by less numberof customers, IFB and Whirlpool has same awareness andGodrej is least preferred brand.

30%

23%17%

17%

13%

Customers Response

LG

Samsung

Whirlpool

IFB

Godraj

[46]


Sample size =30

Desired attributes while buying microwave oven

While buying a washing machine 10 customers go for Quality,9 customers go for Feature, 7 Customers go for Brand, and rest4 go for price.

Inference

At the time of buying MWO, brand and quality are importantfactors to influence purchase decision and after that customersthink about feature and price.

33%

13%

Customers Response

[46]


Sample size =30



Inference


34%

20%

13%

Customers Response

[46]


Sample size =30



Inference


Brand

Feature

Quality

Price

[47]


Sample size =30

Customers’ preference of colour


Inference

Black and Silver colours are most preferable among customers.

33%

13%

Customers Response

[47]


Sample size =30



Inference


47%

7%

Customers Response

[47]


Sample size =30



Inference


Black

Siver

Red

Gray

[48]


Sample size =30

Type of Microwave Oven prefer to use

From this pie chart we can interpret that 16 customers want topurchase Convection Microwave Oven, 9 want Grill, 4 wantsolo and only 1 customers like solar Dum.

Inference

Most of the customers want to use convection microwave ovenbecause convection model carries all three functions (solo, grill,convection) Many customers don’t know about solar Dum,Customers’ second choice is grill and Solo model is liked byfewer customers.

31%

13%

[48]


Sample size =30



Inference


53%

13%3%

Customers Response

Covection

Grill

Solo

Solar Dum

[48]


Sample size =30



Inference


Covection

Grill

Solo

Solar Dum

[49]


Sample size =30

Attributes which influence your purchasing decision

Here 9 customers want start-Up Kit, 8 customers want cookeryclasses, 7 customers wants healthy cooking, And rest 6customers wants more Autocook menu in microwave Oven.

Inference

Most of the customers wanted to have more accessories withstarter Kit because it helps in cooking of different menu, someneeded cookery classes and some needed healthy cookingfeature and some needed more auto cook menu.

17%

31%

Customers Response

[49]


Sample size =30



Inference


28%

24%

Customers Response

Cookery Classes

Healthy cooking

More Autocook Menu

Start-Up Kit

[49]


Sample size =30



Inference


Cookery Classes

Healthy cooking

More Autocook Menu

Start-Up Kit

[50]


Sample size =30

Awareness about IFB Microwave Oven

Out of 30 respondents 10 customers are aware about IFBmicrowave Oven and 20 customers are not aware.

Inference

Awareness of IFB MWO is less so we need to spread thebrand awareness of MWO.

67%

Customers Response

[50]


Sample size =30



Inference


33%

Customers Response

[50]


Sample size =30



Inference


Yes

No

[51]


Sample size =30

How customer take purchase decision while purchasingMicrowave Oven


Inference

While purchasing MWO, most of customer’s trusts on selfdecision and some cosumers believe on peers suggestion.

31%

11%

10%

[51]


Sample size =30



Inference


48%


Own Decision

Peer Suggestion

Brand Awarnees

Brand Lotalty

[51]


Sample size =30



Inference


Own Decision

Peer Suggestion

Brand Awarnees

Brand Lotalty

[52]


Sample size =30

Mode of purchasing Microwave Oven

Out of 30 respondents 15 customers wants to purchasemicrowave Oven through exclusive showroom, 8 customersthrough dealer, and 2 through internet and rest 5 customerswant through retailer

Inference

Most of customers wanted to purchase from exclusiveshowroom because there is more options for selecting aproduct also Customers trust more on showroom, some wantedto purchase from dealers’ point because dealers might providein less price and some liked to buy from retailer and on net.

31%

10%


[52]


Sample size =30



Inference


52%

Customers Response

Exclucive Showroom

From Dealer

Internet

Retailer

[52]


Sample size =30



Inference


Exclucive Showroom

From Dealer

[53]


Sample size =30

How warranty period affect sales of microwave Oven

While purchasing microwave Oven 19 customers says warrantyperiod affect very much, 8 customers say till some extant and 3customers says warranty period doesn’t matter for me.

Inference

Warranty period too much affects the buying decision; this isperception of most of the people, some think it affect for someextent and some think it does not matter.

27%


[53]


Sample size =30



Inference


63%

Customers Response

Very Much

Till Some Extent

Doesn't Matter

[53]


Sample size =30



Inference


Very Much

Till Some Extent

Doesn't Matter

[54]

Existing Customer1 PRODUCT 90% customer is satisfied with product

and 10% are not satisfied.2 FEATURE 50% Customers buy due to Best

Feature, 35% Customers due to BestQuality and rest don’t know.

3 BRAND According to customers IFB washingmachines are very popular brand,which provide good quality and user-friendly washing machines. IFB washingmachines loaded with wide range offeatures such as 3D wash, Eco Wash,ring plus, Air Bubble Wash Silver NanoPaddles.

4 Price 80% customer says price of IFB productaccording to product quality and theyare satisfied with IFB pricing strategy.

5 After Sales Service 80% customer is satisfied with services,10% can’t say and rest 10% are notsatisfied.

[55]

SUMMARY OF FINDINGS

Our survey was confined within Patna only so theoutcomes and conclusions are not applicable for the entirestate or country.

Our sample size was 50 general customers and, sosampling error might occur or may not be accurate.

Many customers did not entertain us and did not want todisclose their internal information to us.

We had limited time for doing the survey, preparing thereports and completing our projects.

IFB washing machines have not strong presence atdealers have IFB washing machines in their stores.

IFB had wide range of washing machines in both thesection to loading as well as front loading washingmachines.

[56]

IFB had a very strong market share in terms of sales offront loading washing machines as compare to toploading.

The major competitors of IFB washing machines areSamsung & LG but whirlpool & Videocon are future threatfor IFB market share.

[57]

Conclusion

IFB need to create public awareness in market & incurredheavily on promotional activities.

Need to increase number of dealers at Patna, search fornew dealers in this region.

IFB try to come up with special customize shop only forIFB products.

Give much concern to exhibition on different location inPatna, where IFB can reach maximum and potentialcustomers.

Need to capture as much display as it can in the stores forbatter sales.

Dealer’s discounts and schemes should be maintained tosatisfy dealers.

[58]

The brand promotional techniques like canopies, activities,free service camps, stage shows etc. should be donemore regularly to improve brand awareness.

Brand promotional initiatives like personal relation, directcontact with customers using distribution channel shouldbe done.

Improve the ambience and POP in the stores having IFB’Sproduct so that the customers mind can captured andsales can be promoted.

[59]

SWOT Analysis of IFB Home appliances

Strength

Brand image in Home Appliances DivisionIFB has a brand image in home appliances division and itis leading market in this segment with the major numberof customers of washing machine and microwave oven.

Innovative productThe products are actually innovative and new in Indianmarket so they have a near monopoly in dishwasher aclothes dryer with maximum market share. So it attractsthe customers of higher class for mere luxurious life style.

Compatible workforceThe company has a compatible work force which works inteam to give a new height to the company.

Strong after sales serviceThe company is also providing best after sales service toits customers by the schemes like warranty, annualmaintenance contract and extended warranty.

Durability/performance

4 year 100% warranty & 10 year spears part support

[60]

Weakness

Less brand awareness

Less number of dealers so eventually less availability ofIFB’s products.

Less range of products in consumer durablesIt has less range of products which is not sufficient tocapture the whole market. Through some new productsare ready to be launch in coming year but also somesmall consumer durables like iron, water heater, cameraetc, Can be added.

Products are for winter season but no product is speciallyfor summer seasonThe product like cloth dryer can be used in winter seasonmainly which comes just for 2 months in entire year. Suchproducts can only be purchased by north people due tohaving very less temperature in winter season. Thereshould be some summer products like refrigerator, AC,cooler, water cooler etc. So that it can be purchased inentire year and can capture the whole Indian market.

Less promotional activitiesThere are no promotional activities for the promotion ofthe products. Even there is not any advertisement whichcan show the features and variety of products. This is thereason that there are very less sales of hobs andchimneys because people are not aware of its newproducts.

[61]

Opportunity

Scope for growth in the rural marketIFB still have not covered the rural market of country. AsIndia has its major population in rural areas, the companyshould focus towards the rural market.

Scope in semi-automatic washing machine segment

Trust by valued and existing customers

IFB has opportunities because expense on white goods isincreasing day to day by common people.

The trust in company’s product by valued customers

Threats

Aggressive and effective promotional marketing initiativesused by competitors like TV ads, hoardings etc.

Preference of customers and dealers of other brands likeLG, SAMSUNG etc. over IFB machine etc.

[62]

LIMITATION OF THE STUDY

Since nobody is perfect in this world, everyone has somelimitation. So is the case with this study also. These are thefollowing limitations;

a) Due to shortage of time, study was confined to specifiedareas of Patna.

b) Some respondents were hesitant to disclose someinformation or have given incomplete information.

c) There might have been some biased responses, andbecause of which findings may not be 100 % accurate.

d) The information presented may not be accurate due to thelead-time between the time of collection and time ofpresentation of data.

[63]

Questionnaire

Name……………………………………………………………….

Location…………………………………………………………...

Phone No.................................................................................

Age- (1) 18-28 ( ) (2) 29-39 ( ) (3) 40-50 ( )(4) Above 50 ( )

Gender - (1) Male ( ) (2) Female ( )

Income- 15000-25000( ) 25000-35000( ) Above35000( )

Washing Machine

1. Which brand (washing machine) do you want to use?(a) LG(b) IFB(c) Whirlpool(d) Any other......................................................

2. Which attributes do you look for purchasing washingmachine?(a) Quality(b) Feature(c) Brand(d) Any other........................................

[64]

3. Which colours of washing machine do you prefer most?(a) Red(b) Silver(c) White(d) Any other Please Specify.....................................

4. Which type of Washing Machine do you like to use?(a) Front Loading(b) Top Loading(c) Semi Automatic

5. Which attributes Influence your purchasing decision forwashing machine?(a) Steam wash(b) Air bubble wash(c) Foam Control(d) 3D Wash system

6. Are you aware about Fully Automatic Top Loader/ FrontLoader IFB washing machine?(a) Yes(b) No

7. How do you take purchase decision while purchasingwashing machine?(a) Own Decision(b) Brand Loyalty(c) Peer suggestion(d) Brand awareness

[65]

8. To what extent warranty period and other sales serviceseffect your purchase decision?(a) Very much(b) Till some extent(c) Doesn’t matter

9. Which mode of purchasing would you like to adopt to buynew washing machine?(a) Retailer(b) Online(c) Exclusive showroom(d) Other

10. Who is the decision maker to buy washing machine?(a) Self(b) Husband(c) Wife(d) Any other Please specify.............................................

11. Who is user of washing machine in your family?(a) Wife(b) Maid(c) Other Please

Specify.......................................................

[66]

Questionnaire

Name……………………………………………………………….

Location…………………………………………………………...

Phone No.................................................................................

Age- (1) 18-28 ( ) (2) 29-39 ( ) (3) 40-50 ( )(4) Above 50 ( )

Gender - (1) Male ( ) (2) Female ( )

Income- 15000-25000( ) 25000-35000( ) Above35000( )

Microwave Oven

1. Which brand do you choose while buying microwaveoven?(a) LG(b) IFB(c) Samsung(d) Any other Please specify..........................

2. Which attributes do you look for purchasing microwaveoven?(a) Quality(b) Price(c) Brand(d) Any other........................................

[67]

3. Which colours of microwave oven do you prefer most?(a) Red(b) Silver(c) White(d) Any other Please Specify.....................................

4. Which type of microwave oven do you like to use?(a) Solo(b) Grill(c) Convection(d) Solar Dom

5. Which attributes Influence your purchasing decision formicrowave oven?(a) Healthy cooking(b) Start-Up Kit(c) More auto cook menu(d) Cookery Classes

6. Are you aware about microwave oven of IFB?(a) Yes(b) No

7. How do you take purchase decision while purchasingmicrowave oven?(a) Own Decision(b) Brand Loyalty(c) Peer suggestion(d) Brand awareness

[68]

8. To what extent warranty period and other after salesservices effect your purchase decision?(a) Very much(b) Till some extent(c) Doesn’t matter

9. What mode of purchasing would you like to adopt to buynew microwave oven?(a) Retailer(b) Online(c) Exclusive Showrooms(d) Other

10. Who is the decision maker to buy microwave oven?(a) Self(b) Wife(c) Husband(d) Any other Please specify.............................................

11. Who is user of microwave oven in your family?(a) Wife(b) Maid(c) Mother(d) Other Please Specify......................

[69]

BIBLIOGRAPHY

www.ifbindustries.com

www.ifbsappliances.com

www.monycontrol.com

www.topcompaniesinindia.com

www.company.monsterindia.com

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