apoorva

Consumer Preference & Brand Loyalty

Chapter 1

INTRODUCTION`

INTRODUCTION TO HOME APPLIANCES

After the development of eating utensils there were several kitchen appliances

that came into use. The pioneer kitchen appliances are knives, blender and cutters.

Evolution of Kitchen

Before the age of electricity, running water and modern appliances, there was

no kitchen. Kitchen came into existence after that. Before there was a hearth for

cooking, a paper or cutting board for preparation and a dining area in a central

gathering place. Kitchen continued developing its independent identity into the

1970s and 80s. Kitchen came to be defined as a separate room for food preparation.

Kitchen Appliances

With the development of kitchen along with the eating utensils, several other

kitchen appliances came into use. The use of these appliances does not have a very

long history but they are coming more into picture along with certain experiments

from over the years.

In 1679, French physicist Denis Papin invented the pressure cooker,

called Papin's Digester; this airtight cooker produced a hot steam that cooked food

more quickly while preserving nutrients. Jordan Mott invented the first practical

coal stove in 1833. Mott's stove was called the baseburner. The stove had

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES. [1]


ventilation to burn the coal efficiently. The Carpenter Electric Heating

Manufacturing Co. invented an electric stove in 1891.

How the Kitchen Evolved

From the earliest open hearths to today's high-tech wonderlands; it's always

been at the domestic center of any house

It's a thoroughly modern conceit, this notion that we've finally achieved

domestic nirvana. And, in fact, evidence of the kitchen's breathtaking change over

the past few decades is everywhere, from the microwave and the Cuisinart to the

computerized washing machine and the whisper-quiet dishwasher, from pre-

packaged salads and frozen waffles to the pre-shreaded Monterrey jack on your pre-

folded tacos.

Yet for all their time-saving, step-saving, back-saving wonder, these are mere

buzzers and whistles compared to the kitchen revolution at the last turn of the

century. Credit the post-Civil War exodus of servants from the

Home to the factory that left millions of housewives demanding new culinary

helpers. Credit the electric power lines threading their way through city and suburb.

Whatever the reason, appliances flooded gadget-hungry households between the

late 1800s and the 1920s at a pace never before seen, creating the first truly

mechanized kitchen and forever loosening the washing-ironing-baking ties that, for

generations, bound women to their housework.

This was the dawn of mass-produced egg beaters, ice-cream makers and

juicers. The advent of Pyrex and enamelware. The explosion in electric

everything - irons, toasters, percolators, carpet sweepers, waffle irons and

refrigerators.



``It was a period of enormous change,'' says Ellen Plante, author of the 1995

book, ``The American Kitchen, 1700 to the Present.'' ``The Victorians loved

anything innovative - they wanted the latest, the newest, and the most

modern. Anything that

But to understand the enormity of this revolution -- of kitchen as workspace,

gathering place and barometer of domestic life -- it's necessary to reach back even

further, to the first kitchens. It's a circuitous path from the 17th Century to the 21st,

but along the way the kitchen has not only transformed itself from spare to

sumptuous, it has also roamed from outside the house to inside, from first floor to

basement and back up, from rear of the house to front, to back again. At the same

time, it has redefined the role of women just as surely as the cook stove reshaped

dinner.

Of course, to call the early kitchen a kitchen is a misnomer. ``The kitchen wasn't

just the center of the house, it was the house,'' says Long Island food historian Alice

Ross. Indeed, for all but the wealthiest colonists, home was a one-room structure

where they cooked, slept and ate. ``There often wasn't even enough seating for

everyone,'' Ross says. ``One man might sit down on a chair and eat at a barrel-head,

another might sit on the floor.''

Even in post-Revolutionary Long Island, when separate bedrooms and kitchen

wings were added, the hub of the house remained the hearth, where women labored

from early morning until the candles flickered out. The fireplace, which could

measure 10 feet by 6 feet, typically was made of brick -- whitewashed at first,

painted blue or green or brown after 1700 -- and trimmed with a wooden mantle.


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Nearby sat a small table for food preparation and a simple array of iron pots, pans

and utensils that were handed down from generation to generation.

In those days, chores -- even for a woman with servants -- were aimed at

survival, not self-fulfillment. She cooked, mended and washed, fashioned candles,

made her own soap and even her own scouring tools. And in farm kitchens, even

the most basic tasks were dictated by the cycle of planting and reaping. ``I read a

diary from the 1700s where the woman hadn't slept in three days because the

cherries were ripe,'' says Gail Lucien, domestic arts supervisor at Old Bethpage

Village Restoration. ``She had to get to them before the birds did; she didn't have

the choice to just put them in the freezer.''

The Changes to home appliances over the last 50 years

Kitchen appliances were designed to make life easier when cooking and

preparing food. Since the mid-1800s, people have been thinking of new and

innovative ways to store food, cook food and clean up after eating food. Many of

these ideas were good enough to be used by a large number of people and they are

still around today. Inventors are still trying to make things easier by coming up with

new products that do more things. Following is a few of the inventions that have

stood the test of time and continue to be used by millions of Americans today.

The stove is something that most people could not do without. Whether you prefer

gas or electric, stoves are the main source of cooking food in American homes today.

The first gas stoves were invented in the early 1850s. It took awhile for the idea to

catch on because only 100 Americans owned a gas stove in the next few years. By

1912, gas stoves were being challenged by the more convenient electric stoves. The



electric stoves used convection to heat food rather than a flame. The Copeman

Electric Stove Company, based in Flint, Michigan, received the first patent for an

electric stove in 1912 and continued to perfect their technology in following years.

Today, people can choose between gas and electric. Since they are both safe and

serve the same purpose, the stove that people use is generally a matter of personal

preference.

Kitchens have been in existence for many centuries and have always been

used for food preparation and storage. The word kitchen derives from the Vulgar

Latin cocina and the Late Latin coquina, which literally means to cook. Our modern

culture however has evolved the kitchen into a major social and design element of

the house, so people can prepare and eat food in style with modern kitchen

appliances.

But imagine the kitchen as being a separate room in the house, used only to store

food and prepare meals over an open fire using wood or charcoal. Imagine

travelling to the nearest well, to fill up your buckets, carrying it all the way back

home and waiting hours for it to boil up and cool down safe enough to use. Hard to

imagine but this was once the world before kitchen appliances came to existence.

A kitchen appliance was introduced to the Western World between the 18th and

19th century. It was during the industrial period of the 19th century, that architects

took to taking the design and function of the kitchen further, by introducing water

from taps and cast iron stoves in houses.

Early 18th century industrialization saw the advancement of technology,

which meant that kitchens changed drastically in terms of incorporating new



appliances such as the cast iron cooker stove. Earliest models included the Franklin

stove, invented by Benjamin Franklin, a furnace stove that was intended for

warming up food and not cooking.

But it was not until 1825 that the gas cooker was granted its patent, until this point,

all stoves used coal or wood. Early 19th century saw the gas stoves became more

popular and commonly used by most households, taking kitchens to the next level.

Not only were gas stoves being installed soon water pipes and sewers were

built. Before this collecting water had consisted of a trip to the well, pump or spring

every day. It was then carried in a bucket back to the house and heated up for

various uses. Certainly, the tap was a major breakthrough in the kitchen design.

CONSUMER BEHAVIOUR

Right from the time there has been exchange of goods and services between the

buyers and sellers, the ultimate success of all the economic activities has primarily

depended on the producer manufacturing and selling goods and services desired by

the target consumer. The ultimate decision of whether to purchase or not purchase a

product or service and from whom to buy has always been vested in the hands of

the final consumers. One can imagine the absurdity of trying to sell air conditioners

or swim-suits to people of North Pole, where it is cold. This only goes to show that

marketers have to revolve every marketing activity around the ultimate consumer.

Since the focus of attention is on the consumer, the marketer is always probing and

trying to learn.

Who buys products/services?



How do they buy products/services?

When do they buy goods/services?

Where do they buy goods/services?

Why do they buy goods/services?

How often do they buy? And so on…

This shows that there is always an attempt on the part of the marketer to

understand and study ‘consumer behavior’. This can be referred to as an attempt to

understand and predict human actions in the buying role. The study of consumer

behavior is comparatively a new research field. Basically human beings have been

sociable in nature and their buying decision or freedom of choice is determined by

the affluence of the individual consumer and the society in question.

What is consumer behaviour?

“A consumer market can be defined as all the individuals and households

who buy goods and services for personal competition”.

Consumer is to do with activities of individuals in obtaining and using the

goods and services; it encompasses the decision making process that and determines

purchases.

According to Prof. C.G. Walter and Prof. G.W.Paul it is “the process by the

individuals decide whether, what, when, where, how and from whom to purchase

goods/services”.



Consumer behavior is the entire psychological, social and physical behaviour

of potential customers as they become aware of evaluate, purchase consume and tell

others about the products and services.

Significance or Importance of Consumer Behaviour:

The study of consumer behaviour always focuses on the decision process of

the individual customer or consuming unit. It includes all the efforts to describe and

explain one or more acts of choice either at a given time or over the period time.

The relevance and importance of understanding consumer behaviour is rooted

in the modern marketing concepts.

Consumer behaviour is dynamic – therefore it is necessary to continuously

study, analyze and understand it and monitor this understanding to the marketing

management so that effective decisions can be taken in respect of product, prices,

promotion and distribution. The profit position of a product hinges on the kind of

predisposition positive/negative – which a consumer has developed towards it. It is

essential to study and analyze it in order to understand why he/she has developed

such a predisposition.

Emerging consumer movement necessitates than marketers in India must

understand consumer behaviour their needs, aspirations, expectations and problems.

It will be extremely useful in exploiting marketing opportunities and in meeting the

challenges that the Indian market offers.



In the interest of marketing decisions, marketers must develop an

understanding of their consumer’s behaviour, the buying process and the factors

influencing this process.

The Various Disciplines Affecting Consumer Behaviour

SL. No. Discipline Particulars

1 Economics Demand, Supply, Income, Purchasing Power

2 Psychology Needs and motivation, personality perception,

learning, attitudes

3 Sociology Society, social class, power, esteem & status

4 Socio Psychology Group behaviour, conformity to group norms,

group influences, role leader

5 Culture Anthropology Attitude towards wealth, join family system



Detailed Model of Factors Influencing

Consumer Behavior

Cultural

a. Culture

b. Sub culture

c. Social class

Social

a. Reference Groups

b. Family

c. Roles & Statuses

Personal

a. Age & Life Cycle Stage

b. Economic Circumstances

c. Life Style

d. Personality & Self Concept

Psychological

a. Motivation

b. Perception

c. Learning

d. Beliefs & Attitudes



Cultural Factors:

Cultural subculture and social class exert the broadest influence on consumer

behaviour.

a. Culture:

Culture is the most fundamental determinant of person’s wants and

behaviour. A child growing up learns a set of values, perception and behaviour

pattern from the society.

b. Sub culture:

Each culture consists of smaller sub cultures that promise specific

identification and socialization for its members. The four sub cultures are:

1. Nationality groups like India, Canada etc.

2. Religion groups such as Hindu, Muslim etc.

3. Racial groups like black, white, oriental etc.

4. GeoGraphical areas such as Punjab, Orissa, Tamilnadu etc.

c. Social class:

Social classes are relatively homogenous and enduring divisions in a society

and their members share similar values, interests and behaviour.

Social Factors:

Consumer behaviour is also influenced by social factors as reference groups,

family, social roles and status.



a. Reference group:

A person’s reference group consists of all the groups that have a direct or

indirect influence on his attitudes and behaviour. Groups, which have a direct

influence on the person, are the primary group, which includes his family, friends,

neighbors, etc and secondary group includes such factors as religion, profession,

trade union etc. Then there is aspiration group in which the person does not belong

but aspires to join. E.g. A teenager may hope one day to play for the Indian Cricket

team.

b. Family:

A family can exert considerable influence in shaping the consumption and

indicating decision – making rules. The members of the family play different roles

such as influence decider, purchaser and user in the buying process.

c. Roles & Status:

A person participates in many groups throughout life family, clubs,

organizations etc. A person’s position in which can define in terms of rule and

status. E.g. A play s the role of a daughter it her parents, a wife in her family, in an

organization she plays the roles of a manager. A role consists of the activities a

person is expected to perform according to the people around her.



Personal Factors:

A buyer’s decision is also influenced by his or her personal characteristics

notably the buyer’s age, occupation, economic circumstances, life style, personality

and self concept.

a. Age:

People change the goods and services they buy over their lifetime e.g. they

eat baby food in their early years, most food in their growing years and specials

diets in their old age. Their tastes and preferences also change with age.

b. Occupation:

A customer’s consumption pattern is also influenced by his or her

occupation. Marketers try to identify the occupational groups and specialize in

producing products needs by a particular occupational group.

c. Life Style:

A person’s life style is expressed in the person’s activities, interests and

opinions. Life styles portray the whole person interacting with his or her

environment.

d. Economic Conditions:

Peoples economic conditions consists of their spendable income, savings and

assets, borrowing power and attitude towards spending versus savings. Therefore

marketers of income sensitive goods pay serious attention to trends in personal

income, saving and interest rates.

e. Personality and self-concept:

Personality encompasses a person’s distinguishing characteristics that add to

relatively consistent responses to his or her environment. All of us carry around a



complex mental picture of ourselves; marketers should key to develop brand images

of target market.

Psychological Factors:

a. Motivation:

A person has many needs at any given time. Some needs are biogenic such as

hunger, thirst and discomfort. Other needs are psychogenic such as the need of

recognition, esteem or belonging. Most needs will not be intense enough to

motivate the person to act immediately. A need becomes a motive or drive when it

is aroused to a sufficient level the person to act. Satisfying the need reduces the felt

tension.

b. Perception:

A motivated person is ready to act. Now the motivated person’s act is

influenced by his perception of the situation differently. Two persons in the same

motivated and objective act quite differently because they perceive the situation

differently. Perception can be defined as the process by which an individuals

selects, organizes and interprets information to create a meaningful picture of the

world. Perception depends not only on the character of the physical stimuli but on

the relation of the stimuli to the surrounding field and on conditions within the

individual.

c. Benefits and attitude:

Through acting and learning people acquire their beliefs and attitudes. These

interns influence their buying behavior. A belief is a discipline through that the

person holds about something. These beliefs make up product and brand images and



people act on their images. An attitudes a person’s enduring favorable feeling and

action tendencies towards some object it idea. Attitudes are very difficult to change

and company would be well advised to fit its product into attitude rather than try to

change it.

BRANDING:

What is Brand?

The word “Brand” is a comprehensive term. To brand is no name or mark

indelibly as proof of ownership. It means a sign or symbol of quality. It is best

means of advertising and positioning in the market. Branding is the best means to

capture and retain the consumer demand is a competitive market. The marketer can

create brand equity, brand loyalty and image for his products only through

branding.

A brand is more than just a product. It is a contract between the customer and

the creator. A brand is what a customer buys – hopes / expectation / service. The

sole purpose of branding is to distinguish brand name, which has earned reputation

in the market, is very difficult to complete with.

Trade mark:

Trade mark is a legal term. It is a brand duly registered under the trade names

and trade marks act. It is a brand enjoying legal protection. A registered brand can

be taken if they adopt it. The letter “R” in a circle on each package will indicate that

the brand is duly registered.

The term brand is broadly applied to all identifying marks such as trade

names, trade marks, trade symbols, picture, and design of the package, distinctive



coloring or lettering with or without some attractive slogan. The owner of registered

brand personally stands maintaining the quality and standards of the product as per

advertisements.

Importance of Branding:

The marketer can build a bright image of his organization around the brand.

It enables national advertisement of a specific product and it is resold through

advertising. The customer in the retail shop can easily recognize branded

product.

Brand enables the firm assured control over the market.

Repeat sales are stimulated and product substitution is not possible. It

creates an exclusive market for the product.

Branding by differentiating a product from its rivals enables the brand owner

to establish his own price, which cannot be easily compared with prices

of competing goods. Branding also reduces price flexibility and price

rigidity.

If a firm has one or more lines of branded goods, it can add a new item to

its list easily and new item can enjoy all the advantages of branding

immediately.

Reasons for Branding:

The days have gone when the demand was greater than the supply, branding

was not necessary. Earlier, people wanted a product and because not enough of it

was available. If they buy it now where the supply is more than the demand,

companies not only need to create customers but also keep them, and to keep

customer, one needs to create customer loyalty.



To create a customer loyalty, one needs to project a personality of a brand to

which customer will be loyal. This personality is what is called “Brand”.

Branding is the most powerful instrument of sales promotion due to the

following:

Ever increasing competition

Importance of packaging as a distinct marketing function, branding and

packaging go hand in hand.

Need for advertising and publicity. Branding alone enables advertising.

Development of consumer brand.

Consciousness a brand image in his mind, not only branding gives separate

identity and easy recognition to the product but also creates special consumer

preference and the consumer enters the shop to demand and insist upon specific

brand of the product. The dealer is merely a distributing agency of the branded

product. Branding constitutes the basis for successful activity of demand creation.

Types of Brand:

Individual Brand name: Each product has special and unique brand name.

Family Brand name: family name is limited to one line of a product i.e.

products which complete the sales cycle. E.g.: “Mohan’s” for break fast foods,

“Amul” for milk products, “Dipy” for fruit squashes and syrups, “Erasmic” for

toiletries, “ACME” or “Ponds for cosmetics etc., family brand name can help

combined advertising and sales promotion.

Umbrella Brand : we may have for all products the name of the company or

the manufacturer. All products such as soaps, chemicals, textiles, and engineering



goods etc., manufacturers by the Tata concerns will have the “Tata” as one umbrella

brand. Such a device will also obtain low promotion cost and minimize marketing

efforts.

Combination device: Tata house is using a combination device. Each

product has an individual name but it also has an umbrella brand to indicate the

business house producing the project.

E.g.: Tata’s Tej. Under this method, side by side with product image, we have the

image of the organization also.

Private or middleman’s brand: Manufacturers or distributors such as

wholesalers, large retailers, can do branding; in India this practice is popular in the

wooden, hosiery, sport goods and such other intestine.

Consumer in India has the following benefits of branding:

Right kind of brand advertising and personal selling provide sample

information to the consumer about the branded products.

Rapid sales turnover assures fresher product due to frequent replacement

of stock with the retailer.

Branded goods have uniform and standardized quality, as the owner

of the registered brand is personally responsible to maintain the

quality.

There is considerable saving in time in the selection of goods and also in

making up of orders.

The term brand personality is a metaphor for the emotional relationship that

exits between a consumer and a brand. A brand personality is a shorthand way of

describing the nature and the quality of the consumer’s response to a brand.



The marketing role of brand personality then is to create and strengthen a

relationship or the feeling that a consumer nurtures towards a brand.

According to David Aaken loyally stretches all the way from the switch as

the deal-prone buyers, whose loyalty is at best, fickle, to the top of the pyramid,

where consumers regard their brands as “Icons”.

It seems unlikely that brand personality can influence deal-prone switchers.

For the next level those who are satisfied the role of Brand personality is to rein-

force the “feeling good” about the brand so as to rein-force its habitual purchase. I

all probability this consumer has a short list or an evoked set of three or four parity

brands and varies her purchases among them.

Understanding the brand loyalty, though not an easy task is very important

for the marketers because it can be used as a basis for market segmentation. The

market can be segmented based on consumers loyalty as follows:-

a. The Hard core loyal:-

These are the consumers who buy the same brand all the time. The

consumer is a committed person with introduced loyalty. These types of consumers

always speak in favour of the brand and they consider their brand as “ICONS”.

b. Soft core loyal:-

These are the consumers who are loyal to two or three brands. Their

brand loyalty will be divided between two products. These consumers are very

useful for the company, as they may become core loyal in future.

c. Shifting loyal:-

These are the consumers who favour a particular brand for some time

and then shifts to another brand. This attitude is seen in case of computer hardware

and software, consumer durables, retail stores etc.



d. Switchers:-

These are the consumers who don’t show loyalty any brand. These

consumers usually purchase any brand available in the market or any new brand in

order to differentiate from others.

Advertising:-

Advertising can be defined as mass, paid communication (presentation and

promotion) of goods, services or ideas by an identified sponsor. It is a paid

communication because the advertiser has to pay for the space or time in which his

advertisements appear. Advertising appears in the recognized media such as

newspaper, magazines, radio, television, cinema, outdoor hoardings and posters,

direct mail and transit (car cards).

Advertising is a major promotional tool;

1. It offers planned and controlled message.

2. It can contact and influence numerous people simultaneously, quickly and

at a low cost per product, hence it is a mass means of communication.

3. It has the ability to deliver messages to audience with particular

demoGraphics and socio-economic features.

4. It can reach prospects that cannot be approached by salesman E.g.– Top

executives.

5. It helps to pre sell the goods and pulls the buyers to retailers.

6. It can deliver the same message consistently in a variety of contexts.

7. It offers a wide choice of channels for transmission of messages such as

visual.



Chapter 2DESIGN OF THE STUDY

INTRODUCTION:

The research design is the conceptual structure within which research is

conducted. It constitutes the blue print for collection, measurement and analysis of

data. A research design is a basic plan, which guide the data collection and analysis

the phases of the project. It is a frame work, which specifies the type of information

to collect the sources of data and data collection procedure.

A research design is defined as “The arrangement of conditions for collection

and analysis of data in the manner that aims to combine relevance to the research

purpose with economy in procedure”.

2.1 TITLE OF THE STUDY:

“Consumer Preference and Brand loyalty towards APOORVA HOME

APPLIANCES”.

2.2 NEED OF THE STUDY:

Research is often a team work and endeavor than an individual delivery. One

of the most difficult phases of research design is the choice of a suitable problem.

This study is conducted to know the awareness of customers about tapoorva,

sales promotion activities of the company and to obtain suggestions for

improvement of this product sales.



.

2.3 OBJECTIVES OF THE STUDY:

1. To know the consumers opinion towards apoorva.

2. To find out the potential customers reaction to the product promotion

strategies.

3. To ascertain the awareness of customers towards apoorva.

4. To find out the satisfaction level of the customer who uses apoorva

5. To ascertain promotional tools influencing purchase decisions of

customers.

2.4 SCOPE OF THE STUDY:

The study gives information on the expectation about kitchen appliances. The

study exclusively covers the people in and around Bangalore.

2.5 HYPOTHESIS:

In the modern world of competition, companies use various strategies to

succeed in the market and to survive for a longer period in the market. Each and

every company’s aim is to increase its market share year by year. They manufacture

different products to target various segments of the market.

Apoorva limited is one of the leading kitchen appliances in the country.

Since the objective of every business is to make profit, apoorva has always been in

an innovative process to satisfy the needs of the customers. But due to the increase



of competition in the market and new entry of new player in it has made the study

necessary.

The study has been undertaken to know the competitive brands, consumer

perception towards apoorva products and promotional strategies which helps

apoorva to take some prominent decision regarding its products.

2.6 OPERATIONAL DEFINITIONS OF CONCEPTS

1. Market: A market is a center about which is an area in which the forces

leading to exchange of title to a particular product operate and towards

which the actual goods tent to travel.

2. Marketing: Marketing is a total system of business activities designed to

plan, price, promote and distribute want satisfying goods and

services to present and potentialcustomers.

3. Marketing mix: Marketing mix is the term used to describe the

combination of four inputs which constitutes the core of acompany’s

marketing system the product the price structure, the promotional

activities and the distribution system.

4. Products: A product is anything that can be offered to a market for

attention, acquisition, use or consumption that might satisfy a want or need.

5. Product policies: Product policies are the general rules set up by the

management itself in making product decisions.



6. Product mix: A product mix is a set of all product lines and items a

particular seller offers for ale to buyers.

7. Brand: A brand is name, term, symbol or design to identify the goods

or services and differentiate them from their competitors.

8. Packaging: It means wrapping of goods before they are transported or

sorted or delivered to a customer.

9. Label: Label is the part of the product, which carries verbal information

about the product and seller.

10. Price: Price is an exchange value of goods or services in terms of

money.

11. Promotion: promotion refers to the activities to push forward or to

advance an idea, in such a way as to gain its approval and acceptance.

12. Advertising: Advertising is a mass communication of information

intended to persuade buyers to maximize profits.

13. Sales promotion : Sales promotion is “those marketing activities other

than personal selling, advertising and publicity that stimulate consumer

purchasing and dealer effectiveness such as display shows, exhibitions,

demonstrations and various non-recurrent selling efforts not in the

ordinary routine”.



14. Channel of distribution: Channel of distribution means the routine or

path through which the title to the goods will pass the producers to the

consumers.

2.7 RESEARCH METHODOLOGY

Research is a systematic & logical study of an issue or a problem to arrive at

acute results. Research includes the job of collecting, recording, & analyzing

relevant data to arrive at decisions. The present study is systematic, objectives &

exhaustive search for studies of the facts relevant to a problem in the field of

marketing.

The search for the facts may be through either.

Unscientific method

Scientific method

Unscientific method:

This method consists of imaginative blind beliefs or impression rather than

the facts.

Scientific method:

It is a systematic approach to seek facts. It is objective, peruses, & arrives at

conclusion based on certain evidences.

Hence, the results for the facts should be made by scientific method to arrive

at accurate results.

The present study is selected to analyze consumer’s preference towards

APOORVA kitchen appliances.



2.8 Sources of Data

This section explains how the data is collected i.e. either from primary and

secondary. It explains what method is used to collect the data which instrument is

used for collection and what is the sample plan.

1. Primary data:

Based on the objectives of the study, research approach, questionnaire

development and sampling has been designed.

Questionnaire development:

A questionnaire is used to collect data. It is developed after a through

discussion with the organization and in keeping view of the research.

Sampling plan:

Since the research is for sales production techniques, the customers and

retailers were contacted while gathering the information.

Sample size:

It is limited to 50 consumers.

Sampling procedure:



The study required probability method since the sample was chosen at

random. Hence, the study was dealt with simple random tool.

2. Secondary data:

Secondary data are collected from numerous sources, every year the quantity

of source material expands at a tremendous rate. A tedious and time consuming

library research gives the desired information.

The secondary data is collected from:

Sales records

General library research sources

Newspapers, magazines.



2.9 CHAPTER SCHEME

Chapter 1:

INTRODUCTION

The first chapter is the introduction to the study. It provides basic information

about the study and the theoretical background of the study.

Chapter 2:

RESEARCH DESING

The second chapter is about the design of the study. It gives an outline about the

project such as the statement of the problem, needs, its objectives, scope, sampling

techniques, sampling design and tools for collecting data, limitations and overview of

the project.

Chapter 3:

COMPANY PROFILE

The third chapter is the profile of the Company & its Functional departments. It

gives a detailed description about the origin of the APOORVA in India. The chapter

outlines the growth, developments and present status, future prospects and plans of the

company.



Chapter 4:

DATA ANALYSIS AND INTERPRETATION

The fourth chapter is the data analysis and interpretation. It gives description

about the tabulation, interpretation, and analysis of the primary data collected by the

use of the questionnaire for the survey.

Chapter 5:

SUMMARY OF FINDINGS AND CONCLUSION

The fifth chapter is the summary of Findings and conclusions it gives a brief

summary of finding and conclusions about the project undertaken.

Chapter 6:

RECOMMENDATIONS AND SUGGESTIONS

The sixth chapter is the recommendations and suggestions. It gives a brief

recommendations and suggestions about the project undertaken.

Chapter 7:

APPENDICES AND ANNEXURE

This section contains the questionnaire, which was used to collect the data from

the respondents

Chapter 8:

BIBLIOGRAPHY

The bibliography from where information was gathered.



Chapter 3

COMPANY PROFILE

Apoorva home appliance is the Karnataka’s growing manufacturer and

marketer of kitchen ware offering the comprehensive range of kitchen ware in

Karnataka. It is one of the best manufacturers of home appliances in Karnataka.

Gajalakshmi agencies a sole trading concern that reflects quality was started

in the year 1984 by Mr. Gajaraj with a sound knowledge in home appliances

distribution market. He served nearly 20 25 years as a super stockiest for Kanchan

home appliances. He was a person who always aimed of achieving something great.

The enterprenual skills possessed by him motivated him to start a new industry and

by his immense hard work Apoorva has grown into such a huge company.

Setting up a manufacturing unit in Bangalore and other places, it is popular

through 125-150 outlets throughout the state servicing network.

Apoorva has been a leading light and always carried the flag pole in terms of

both manufacturing of marketing innovations.

Apoorva has always been striven to give consumer values through every

possible means.

Apoorva, a market innovator presents to its customer ideas that work, ideas that

make their life simple. It always aimed at providing hassle free and smooth



functioning of work at home with the help of their appliances- gas stoves, utensils,

pressure cookers, grinders, mixes, iron box etc….

Apoorva over the years has always added a whole variety of kitchen to its

home appliance range.

Apoorva always belived that customer satisfaction is mantra for success of

any organization, for this very purpose Apoorva manufactures a comprehensive

range of home appliances, kitchen products. Four state – of – art manufacturing

units at Bangalore

By the latest R&D facilities ensure a total compliance to standards of

excellence in design and quality.

Quality and consistency are the prime motivating factors, Apoorva in-house

facilities, tool and die-making facilities with an impetus on quality control, as

enabled the company to consistently produce products of high quality, sticking to

finest functional norms.

The company’s manufacturing and R&D facilities has latest design and

development tools to keep up its passion at all levels this would constantly give

birth to new product ranges.

Over the years Apoorva has grown from just manufacturing a handful of

kitchen utensils to an organization involved in producing compressive range of

domestic appliances, kitchen appliances, and cookware.



Across the country, Apoorva products are well known for their quality.

The company apart from consolidating existing strength, it is all set to unleash in

newer product range and markets that it has not ventured. The vision of the

company is to make Apoorva the No1 small appliances company through customer

centric innovation.

With customer benefit being the focus of all product launches, the brand will

see its entry into all new categories marked with products that are not only highly

differentiated from competitors but also boost unique features that have been

designed keeping the customer convince in mind.

The vision of being No1 Company in small appliances will also mean entry

into electric into the electric appliances which form a sizeable portion of this

kitchen appliances market.

Nature of business carried:

It is a manufacturing concern, which produces the products of home

appliances, which are help full to the all types of consumers. It manufactures the

products like pressure cookers, cookware’s, gas stoves, mixer grinders, juicers,

skimmer, slotted turner, fork, solid spoons, ladle etc, which are up to the customer

satisfaction.

Vision:

Is to make the company as the No.1 small appliance co., in India through

customer centric innovation.



Mission:

Quality consumer products at affordable prices.

Quality Policy:

To provide products and services this satisfies customer worldwide by

meeting their requirements & surpassing their expectations.

OWNERSHIP PATTERN:

It is a private limited company and which is having sole ownership rights of

the company. It was established by V. GAJARAJ a manufacturing concern in the

year 1984 at Bangalore.

Major Competitors:

HAWKINS

PRESTIGE

PREMIER

KAILASH

PIGEON

NERLUP etc.



ORGATIONAL GRAPH :


MANAGER (EACH DEPERTMENT)

MANAGING DIRECTOR

DEPUTY MANAGER(EACH DEPERTMENT)

SUPERVISORS

WORKERS/ STAFF


WORK FLOW MODEL:


MARKETING DEPARTMENT

CUSTOMER EXPECTATIONS

PRODUCT DEVELOPMENT

PROTO TYPE DEVLOPMENT

PRODUCTION DEPARTMENT

STORES DEPARTMENT

MARKET INTERMEDIARIES

CUSTOMERS


Future Growth and Prospectus:

Understanding the global customer needs & usage of products & services

and strive to provide the same.

Involving all categories of employees, suppliers & customers in process &

product development.

Continuous training to improve performance of all employees in their job &

foster and spirit of innovation.

Constant efforts to improve the process & up gradation ofmanufacturing

technology.

Meeting and if possible surpassing the national &international standards for

the products, including the European directives.



SWOT ANALYSIS OF APOORVA

STRENGTHS:

Excellent Distribution network

Good new brand

Well known for its quality

Good market share

Constant expansion and innovation

WEAKNESSES:

Practice of pull marketing strategy

Highly priced when compared to local brands

Lack of promotional schemes for both consumers and dealers in some regions

of Karnataka



OPPORTUNITIES:

Full range of non stick PCs

New models of mixer grinders, cover all price points

Leverage the brand nationally

Good potential market for the industry

Use the best sales force available efficiently

THREATS:

Entry of local brands a big threat to the company

Existence of spurious product markets

Lesser awareness for the new products introduced



WET GRINDER :

This new trend of wet grinders is for smooth grinding and for fastening the work.

Special features of this range are:

3 years motor warranty Good quality of grinding stones Ease in maintenance Ease in handling Dust protection lid to prevent insect flew



Product range in Wet Grinder:

GAJRA

TECHNICAL DATA

MOTOR : 180 W, Single Phase, 960 RPM

VOLTAGE : 180 – 240 V, AC 50 HZ

WEIGHT : 15 Kgs. (approx.)

CAPACITY : 2 Liters (soaked rice)

SIZE : 18.5” L X 11.5” W X 11.5” H

OPERATION : continuous 1 hour

GENEVA

TECHNICAL DATA


VOLTAGE : 180 – 240 V, AC 50 HZ



SIZE : 18.5” L X 11.5” W X 11.5” H




GLAMOR

TECHNICAL DATA


VOLTAGE : 180 – 240 V, AC 50 HZ



SIZE : 11.5” L X 11.5” W X 24” H




MIXER GRINDER :

Just when the consumer thought that there can be no new feature in a mixer

grinder, Apoorva has introduced new mixer grinders with more new features. These

ranges of mixer grinders are very user friendly. After this invention, it has made the

user to faster their work.


Dust protection lid to prevent insect from inside the mixer.

Easy grip handles for easy handling.

Over load button to easy restart the mixer when it is overloaded.

3 stainless steel jars to meet the entire requirement.

3 multi purpose blades to take care 3 activities like dry grinding, wet grinding

and blending needs.

Water drains facility for cleaning the mixer without letting the water to enter

into motor area.



Product range in Mixer Grinder:

GRANDEUR

TECHNICAL DATA

Volts : 230V, AC50HZ

Watts : 750

R.P.M. : 18,000 Max

Rating : 60 min (5 min ‘ON’ 2min ‘OFF’)

Material of the body: High class ABS plastic

GEO

TECHNICAL DATA


Watts : 550

R.P.M. : 18,000 Max





GENIUS

TECHNICAL DATA


Watts : 550

R.P.M. : 20,000 Max



GLEAM

TECHNICAL DATA


Watts : 500

R.P.M. : 20,000 Max





GLITTER

TECHNICAL DATA


Watts : 500

R.P.M. : 18,000 Max





GAS STOVES :

This range of gas stoves is made for cooking faster and with convenience.

This gas stove is approved, made up of quality steel for longer life and amazing

looks; this feature helps the consumer to keep the gas stove clean.


Tri – pin brass burners with high efficiency.

Folded edges.

Tall legs for cleaning underneath.

High quality stainless steel.

Unbreakable knobs.

Easy maintenance.



Product range in gas stoves:

Single Burner:

GEM :

Double Burner:

GLACIER:

GALAXY

GLOBAL:

Triple Burner:

GLAZE PLUS:

GLAZE DEZIRE

Four Burner:

GLORIOUS PLUS:

GLORIOUS DEZIRE:



PRESSURE COOKER :

The new age pressure cooker where you can know what is happening inside

the cooker by looking on the outside.


Permalife gasket:

It is made up of special rubber elastomer guarantying longer usage.

Pressure indicator:

Know what is happening inside the cooker by looking at the outside.

Heavier body:

Thick gauge aluminium value engineered to give you the best performance.

Controlled GRS:

The no noise, no fuss GRS safely releases the excess pressure in the vent tube

is blocked.



Sturdy handles:

New sturdy handles with contemporary looks.

Product range in pressure cookers:

3.0 liters cooker

5.0 liters cooker

7.5 liters cooker

10.0 liters cooker

12.0 liters cooker

Deep pan 6.0 liters cooker

Other features of this range are:

The best model at the best price

A thick base to the cooker a safe and long life

Different sizes are suited for the families

Comes with a safety features like GRS (Gasket Release System) and MSP

(Metallic Safety Plug) and ISI certified.



Pressure Safety:

Pressure Regulator : Ensures that the pressure cooker always cooks at

the required pressure.

Safety Valve : In case of any blockage of the vent tube of the pressure

regulator, this releases the excess pressure away from the user and avoids

bursting.

Controlled GRS: This is a backup to the resettable safety device. It

releases the excess pressure through the GRS hole for absolute safety and is

also resettable.



NON-STICK COOKWARE :

This is India’s only metal spoon friendly non – stick cook ware. Features

include patented multiple layer coating to ensure superior performance and

durability.

Special features of this cookware:

3 layers Teflon select coating.

Riveted handles for longer usage.

CD grooving at the base for even distribution of heat and sparkling looks.

Hammertone exterior so that consumer gets the best technology at

competitive prices.

Teflon non – stick coating from Dupont technology.

Comfortable handles for handling convenience.

Powder coated exterior for long lasting, beautiful exterior.



Product range in Non-Stick Cookware:

Thickness Available

FLAT TAVA: 3.25mm 3 Sizes

APPACHETTI: 3.25mm 1 Sizes

FRY PAN: 3.25mm 2 Sizes

PANIYARAKKAL: - 1 Sizes

KADAI: 3.25mm 2 Sizes

FRY PAN (Multi purpose): 3.25mm 1 Sizes



IRON BOX :

Apoorva iron box is made for making a wrinkled cloth to a wrinkled free

cloth. This is a high speed heater box for faster iron of clothes.


Light weight

Adjustable ball joint swivel cord

Cool ouch handle

100% shock proof

Non-stick coated sole plate

Easy temperature setting



Product range in IRON BOX

COOL TOUCH:

PALANCHA:

RED HANDLE:

GINNI:

ASCENT:

DIO:



FANS :

Product range in FANS :

Ceiling fan:

CF 121:

CF 122:

CF 123:

Table fan:

TF131:

TF131:



Table wall fan:

TWF141:

Pedestal fan:

PF151:

High speed Table fan:

HSTF161:

WATER FILTER :Product range in Water Filter :

18 Liters

24 Liters

34 Liters



Chapter 4

DATA ANALYSIS & INTERPRETATION

TABLE -1

Table showing4.1 Age group of respondents

ANALYSIS:

Above table indicates that 14percentage of respondents are aged below 25,

36% of them are aged 26 – 35, 40 percentage of them are aged 36 – 45 and other

10% of them are aged above 46


26-35 18 36%

36-45 20 40%

46 & above 5 10%

Total 50 100%


GRAPH-1

Graph showing4.1 age group of respondents

Interpretation:

From this we can say that more no. of respondents are aged from 36 – 45.



TABLE -2

Table showing4.2 the monthly income of the respondents

Monthly income No. of Respondents Percentage

Less than 5,000 12 24%

5,000 to 15,000 7 14%

15,000 & above 5 10%

No income 26 52%

Total 50 100%

ANALYSIS:

Above table indicates that 38percentage of respondents earn a monthly

income below 15,000, 10percentage of respondents earn more than 15,000 and

other 52percentage of respondents has no income as they are house wives.



GRAPH-2

Graph showing4.2 the monthly income of respondents

Interpretation:

From this we can say that 52percentage of respondents has no income as

they are house wives.



TABLE -3

Table showing4.3 sexual representation

Sex No. of respondents Percentage

Females 40 80%

Males 10 20%

Total 50 100%

ANALYSIS:

Above table indicates that 80percentage of respondents are female and other

10percentage of respondents are male.



GRAPH-3

Graph showing4.3 sexual representation

Interpretation:

From the above we can say that no. of female respondents is more than that

of male respondents.



TABLE -4

Table showing4.4 present usage of kitchen appliances

Companies No. of respondents Percentage

Apoorva 20 40%

Hawkins 7 14%

Premier 1 2%

Prestige 15 30%

Nerlup 5 10%

Pigeon 2 4%

Total 50 100%

ANALYSIS:

Above table indicates that 40percentage of respondents use

Apoorva appliances, 6percentage of respondents use both Nerlup and Apoorva,

4percentage of respondents use both Hawkins and Apoorva, 2percentage of

respondents use both Premier and Apoorva and none of them Pigeon appliances.



GRAPH-4

Graph showing4.4 present usage of kitchen appliances

Interpretation:

From the above we can say that 40percentage of respondents use Apoorva

appliances



TABLE -5

Table showing 4.5 usages of appliances in Apoorva

Appliances No. of respondents Percentage

Pressure cookers 22 44%

Non stick cookware & Pressure cookers

16 32%

Gas stove & Pressure cookers

6 12%

Mixer Grinder & Pressure cookers

3 6%

Others 3 6%

Total 50 100%

ANALYSIS:

Above table indicates that 44percentage of respondents are

using pressure cookers only, 32percentage of respondents are using both pressure

cookers and non stick cook ware, 12percentage of respondents are using both

pressure cookers and gas stove, 6percentage of respondents are using both pressure

cookers and mixer grinder and others 6percentage.



GRAPH-5

Graph showing4.5 usage of appliances in Apoorva

Interpretation:

From this we can say that more no. of respondents is using

pressure cookers instead of non stick cook ware and gas stoves.



TABLE -6

Table showing4.6 satisfaction level of consumers about apoorva appliances

Opinion Consumers Percentage

Very high 13 26%

High 20 40%

Moderate 17 34%

Low 1 2%

Total 50 100%

ANALYSIS:

Above table indicates that 40percentage of consumers have

high rate of satisfaction by using apoorva appliances, 26percentage of consumers

have very high rate of satisfaction by using apoorva appliances and 34percentage of

consumers have moderate level rate of satisfaction by using apoorva appliances.



GRAPH-6

Graph showing4.6 satisfaction level of consumers about Apoorva

appliances

Interpretation:

From this we can say that 40percentage of consumers have high rate of

satisfaction by using apoorva appliances



TABLE -7

Table showing 4.7 reasons to prefer Apoorva

Attributes No. of respondents Percentage

Quality 14 28%

Brand 3 6%

Brand & Quality 2 4%

Price, Quality & life 3 6%

Quality & Life 16 32%

Life 9 18%

Brand & Life 3 6%

Total 50 100%

ANALYSIS:

Above table indicates that 28percentage of respondents give

importance to quality, 18percentage for life, 32percentage for quality and life and

other 22percentage give importance to combination of price, brand, life etc.



GRAPH-7

Graph showing4.7 reasons to prefer APOORVA

Interpretation:

From this we can say that 28percentage of respondents give importance to

quality



TABLE -8

Table showing4.8 the quality of Apoorva appliances as compared to others


Better 13 26%

Good 18 36%

Excellent 17 34%

Moderate 2 4%

Total 50 100%

ANALYSIS:

Above table indicates that 36percentage of respondents feel

good, 34percentage of respondents feel excellent, 26percentage of respondents feel

better and other 4percentage feel moderate.



GRAPH-8

Graph showing4.8 quality of Apoorva appliances as compared to others

Interpretation:

From this we can say that 36percentage of respondents feel good



TABLE -9

Table showing 4.9 the no. of respondents changing the brand

Opinion No. of respondents Percentage

Yes 8 16%

No 42 84%

Total 50 100%

ANALYSIS:

Above table indicates that 84percentage of respondents are not

interested in changing the brand and other 16percentage of respondents like to

change the brand due to price, quality and life etc.



GRAPH-9

Graph showing4.9 the no. of respondents changing the brand

Interpretation:

From this we can say that more no. of respondents is not

interested in changing the brand.



TABLE -10

Table showing4.10 no. of consumers who like to change the design or material of Pressure cooker apart from present one

Opinion No. of consumers Percentage

Yes 34 68%

No 16 32%

Total 50 100%

ANALYSIS:

Above table indicates that 68percentage of consumers like to

change the design apart from present one and other 32percentage are not interested

in changing the design of pressure cooker.



GRAPH-10

Graph showing4.10 no. of consumers who like to change the design or

material of Pressure cooker apart from present one

Interpretation:

From this we can say that 68 percentage

. of consumers like to change the design apart from present one



TABLE -11

Table showing4.11 the price of APOORVA appliance comparative to others


Very high 2 4%

High 15 30%

Low 1 2%

Reasonable 32 64%

Total 50 100%

ANALYSIS:

Above table indicates that 64percentage of consumers feel

price of Apoorva is reasonable compared to others, 30percentage of consumers feel

price of Apoorva appliances is high compared to others, 4percentage feel it is very

high and other 2percentage feel it is low.



GRAPH-11

Graph showing4.11 the price of Apoorva appliance comparative to others

Interpretation:

From this we can say that more no. of respondents feel that

price of Pressure appliances is reasonable.



TABLE -12

Table showing4.12 to which income group this Apoorva limited targets

Opinion No. of respondents Percentage

High Income group 6 12%

Middle income group 42 84%

Low income group 2 4%

Total 50 100%

ANALYSIS:

It has been observed from the table that total market of apoorva

appliances 84percentage is targeted to middle income group of people,

12percentage to the high income group and 4percentage to the low income group.



GRAPH-12

Graph showing4.12 to which income group this Apoorva limited targets

Interpretation:

From this we can say that 84percentage is targeted to middle

income group of people



TABLE -13

Table showing4.13 initiation to buy APOORVA appliances

Sources No. of consumers Percentage

Friends 16 32%

Relatives 20 40%

Neighbors 10 20%

Others 4 8%

Total 50 100%

ANALYSIS:

Above table indicates that 32percentage of consumers are

influenced by friends, 40percentage of consumers are by relatives, and

20percentage of consumers are influenced by neighbors and others by 8percentage.



GRAPH-13

Graph showing4.13 initiation to buy Apoorva appliances

Interpretation:

From this we can say that 32percentage of consumers are influenced by

friends



TABLE -14

Table showing4.14 awareness of ads of Apoorva appliances

ANALYSIS:

Above table indicates that 64percentage of respondents are

aware of ads and other 36percentage of respondents are not aware of ads.

GRAPH-14


Opinion No. of Respondents Percentage

YES 32 64%

NO 18 36%

Total 50 100%


Graph showing4.14 awareness of ads of Apoorva appliances

Interpretation:

From this we can say that 64percentage of respondents are aware of ads



TABLE -15

Table showing4.15 which is effective for advertising

Media No. of respondents Percentage

Television 20 40%

Newspaper 16 32%

Wall paintaing 4 8%

Personnel selling 2 4%

Hoardings 8 16%

others 0 0%

Total 50 100%

ANALYSIS:

From the above table it is clear that 40percentage of retailers prefer

television, 32percentage of retailers prefer Newspaper, 8percentage of retailers

prefer Wall paintaing, 16percentage of retailers prefer Hoardings and others prefer

personnel selling.



GRAPH-15

Graph showing4.15 Which is effective for advertising?

Interpretation:

From this we can say that 40percentage of retailers prefer television



Chapter 5

FINDINGS, SUGGESTIONS & CONCLUSION

Findings:

1. In the survey we can find that most of the customers are diverted

towards branded products.

2. Some consumers are shifting loyalty from favoring one brand to

another. The consumers are trying to buy some thing different.

3. It is found that number of consumers has shifted from one brand to

another because of price fluctuation.

4. It is found that the most of respondents are aged from 36–45.

5. It is found that some consumers are using Apoorva from above 20yrs

and are not interested to change.

6. It is found that quality and life of cookers play an important role rather

than price.

7. It is found that company’s that company’s advertisement plays an

important role in influencing consumers to buy the products.

8. Majority of consumers are satisfied with the brand they are using at

present. This may give rise to higher probability of switching to the other

brands, which give them better satisfaction.

9. In the survey, it is found that most of the consumers feel that price of

Apoorva appliances is reasonable but when compared to local brands it is

highly priced.



Suggestions:

1. The company should produce goods in accordance with changes in tastes

and references of consumers.

2. The company should reduce the consumers who switch from their brand

to other brands.

3. As the quality plays an important role, the company must retain its

quality.

4. The price must be low so that classes of people must wish to buy the

products.

5. As most of the consumer’s are not aware of new products introduced by

Apoorva appliances, it should take effective promotional strategies to bring

awareness in them.

6. As the local players always grab the market with the less priced products

and with more attractive offers, the company must also counter attack this

with more offers and if possible by slashing the prices of the newer

products a bit as anintroductory price.

7. If all these things does not work the last option for the company’s to

start own retail outlet of “Smart kitchens” which will benefit the

company to by pass all these wholesalers, dealers and retailers which will

save the margins which they have to give to these intermediaries.



CONCLUSION

As per requirement of academic study, a project on the topic ‘Consumer

Preference and Brand Loyalty’ towards kitchen appliances with reference to

‘Apoorva’ has been conducted to bring out the awareness from the consumers when

compared to other brands in the market.

The consumer is not aware of the new products launched by the company.

The consumer is also unaware of the offers given. This can be rectified by giving

effective ads at regular intervals. The company has high brand image than any other

competitors. The consumers are highly satisfied with the overall performance i.e.,

life, quality etc of the appliances.



QUESTIONNAIRE

Dear sir\madam, I am NAGESH.N.P, studying in Final year BBM at Sri Gokula College of Arts, Science and Management Studies. As a part of Bangalore university curriculum I am doing survey on “Consumer Preference & Brand Loyalty towards apoorva home appliances”.

1. Name and Address – Thank you

2. Age –

3. Sex –

4. Occupation –

5. Qualification –

6. Monthly income –

Less than 5000 [ ] 5000 to 15000 [ ]

15000 and above [ ]

7. Presently which kitchen appliances are you using?

Apoorva [ ] Hawkins [ ]

Pigeon [ ] Premier [ ]

Kanchan [ ] Prestige [ ]

8. Are you consumer of apoorva appliances? If yes from how many years or

months?

Years [ ] Months [ ]



9. Which appliances are you using in Apoorva?

Pressure cookers [ ] Non-stick cookware [ ]

Gas stove [ ] Mixer grinder [ ]

Other appliances [ ]

10. Are you interested in branded products?

Yes [ ] No [ ]

11. Are you satisfied with Apoorva appliances?

Yes [ ] No [ ]

12. Rate of satisfaction?

Very high [ ] High [ ]

Low [ ] Moderate [ ]

13. Reasons to prefer Apoorva?

Price [ ] Brand [ ]

Quality [ ] Life [ ]

Others [ ]

14. What do you suggest about Quality of Apoorva appliances compared to

others?

Better [ ] Good [ ]

Excellent [ ] Moderate [ ]

15. Do you change brand?



Yes [ ] No [ ]

16. Reasons for changing brand?

Price [ ] Quality [ ]

Life [ ]

17. Do you like to change the design or material of the pressure cooker apart

from present one?

Yes [ ] No [ ]

18. What do you suggest about the price of apoorva appliances compared to

others?

Very high [ ] High [ ]

Low [ ] Reasonable [ ]

19. To which income group does apoorva targets?

High income group [ ] Middle income group [ ]

Low income group [ ]



BIBLIOGRAPHY

.NAME OF THE BOOK AUTHOR EDITION PUBLISHER

Consumer behaviour Sujanair.R 2007 Himalaya

Business research Appanaiah 2007 HimalayaMethod reddy

Marketing Appanaiah 2006 HimalayaManagement reddy WEB SITE www.apoorva.biz

www.smartkitchen.com


http://www.apoorva.biz/

apoorva

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