Introduction to Corporate
Transcript of Introduction to Corporate
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Competitive Analysis of Godrej with Samsung
A report submitted to
Asian Business School, Noidaas a partial fulfillment of Full time
Post Graduate Diploma in Management(PGDM)
(Approved by AICTE, Ministry of HRD)
Submitted to: Submitted by:
MS. RUCHI BHATIA SK FIRDOUS AHMEDASIAN BUSINESS SCHOOL ROLL NO. 0078
NOIDA Batch. 2012-2014
Asian Business School (ABS)A2, Sector125, Noida
www.abs.edu.in
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Certificate
This is to certify that the SK FIRDOUS AHMED, student of Asian Business School
(ABS) undergone Summer Internship in our company STUDY ON CONSUMER
BEHAVIOUR & SATISFACTION LEVEL ON SALES & SERVICE IN CONTEXT WITHon Godrej Boyce Home and Appliances productThe project work done by the candidate is original and has worked under my
guidance. The candidate has undergone training from 15th
April 2013to31st
May
2013 at our KALKA MORE, NEAR OKHALA RAILWAY STATION office.
Date: Name of the guide
Seal/Stamp of the Organization Address:
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Acknowledgement
I would like to express sincere gratitude to my project guide by Ms. Ruchi
Bhatia. His co-operation and guidance had helped me a lot towards the
successful completation of the present study. He has given me never
ending valuable guidance and direction, through valuable suggestion with
enthusiastic encouragement throughout period of my work and
preparation of this project.
I am grateful to our respected HOD, Mrs Gunjan A.Ranaand all our
respected professor of my Department of PGDM. Whose help and able
guidance has enabled this project to reach it successful completion.
I take this opportunity to express whole heart thanks to Mr. Pankaj kr.Chikaria
(manager) and Mr. Sagar kumar (manager) OF GODREJ BOYCE COM. LTD. I
would also like to thank Mrs. Rashmi Sharma who guided me at every step in
the execution of the project and their experience and valuable guidance were
very helpful.
At last but not the least I would like to thank my parents for their
inspiration and encouragement for completing the course and all the others
who helped me directly and indirectly in writing this dissection.
Signature Date:
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Declaration
I hereby declare that this project entitled STUDY ON CONSUMER
BEHAVIOUR & SATISFACTION LEVEL ON SALES & SERVICE IN CONTEXT
WITH Godrej Boyce Home and Appliances productis the result of my
original Work and the same has not been previously submitted to any
examination of this university or any other university.
I am fully aware of the fact the decision shall be liable to be rejected
and cancelled if found otherwise.
Date: Signature
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TABLE OF CONTENT
INTRODUCTION
OBJECTIVE
HISTORY OF GODREJ
PRODUCT PORTFOLIO
RESEARCH METHODOLOGY
LITERATURE REVIEW
RECOMMENDATIONS / FINDINGS
CONCLUSIONS
BIBLIOGRAPHY
Introduction
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1958. The summer heat gets easier. Godrej Appliances makes the veryfirst refrigerator in India.
Fast forward to today. Eon is bringing you cool new features to meettodays needs.
Our addiction to innovation is an old story. We launched PUF (polyurethanefoam) technology way back in the 80s. Created 100% CFC free fridgesmuch before green got fashionable. And added colorful doors to these
cooling machines. And so on.
We continue moving forward. Not just with Refrigerators, also WashingMachines, Air Conditioners, Microwave Ovens, DVD Players andTelevisions. And more.
Not to be cheeky here, but we were voted the Most Trusted Brand, Goldaward (Readers Digest consumer survey) 4 years in a row by ourconsumers. And earned the CNBC Consumer Awaaz Award, 3 years in a
row. Eon, in the Consumer World Awards, was chosen as Mera Brand ofthe year, 2008. The same year when Urjavaran Foundation handed overthe Empower India Award, towards energy efficiency, we were at thereceiving end. Next. Godrej Appliances becomes a Superbrand.
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Introduction:-
Godrej history:
The fag end of the 19th century was a time of great political turmoil. The nationalisticmovement had gained momentum and people from all walks of life were joining in thestruggle to free India from British rule. One such person was a young lawyer who wentby the name Ardeshir Burjorji Godrej. No one could have imagined that an importantpart of India's industrial history was being commissioned when he chose to give up law.
His mission was to develop a product that would displace brands the well entrenched
foreign brands and give them a worthy India-made competitor. In 1897 he decided to
manufacture locks. The product he had in mind would be manufactured using modern
techniques and machines. This was the only way, he believed, that his produce couldequal or better brands already available in the market.The success of this launch led to the development of India's first home-grown safe in
1902. It was a satisfying moment in its history when the company was called upon to
provide safes for the Queen of England when she and her entourage visited India in
1905.In the next near-one hundred years this fledgling company would go on to becoming
India's most complete security solutions organization
offering a comprehensive suite of security solutions for residential, industrial and
business premises.Today, the company also manufactures equipment for the banking industryincluding vaults as well as entrance doors for homes and products for themarine and defenceSectors. Godrej Security Solutions exports to over 45 countries
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Incorporation
Established in 1897, the Company was incorporated with limited Liability on
March 3, 1932, under the Indian Companies Act, 1913.
INTRODUCTION TO CORPORATE
Godrej Group consists of two corporate entities:
Godrej Consumer Products and Godrej Industries.
Godrej Industries Ltd. (GIL) is India's leading manufacturer of oleo-chemicals and
makes more than a hundred chemicals for use in over two dozen industries. It
also has a major presence in food products such as refined oil and tetra pack fruitbeverages. Besides, it operates businesses in medical diagnostics and real estate.
Godrej Consumer Products Ltd. (GCPL) is a major player in the Indian FMCG
market with leadership in personal, hair, household and fabric care segments.
Each company has several divisions and factories. They are presently exporting
their products to 30 countries.
HISTORY GODREJ GROUP
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Started in 1897 as locks manufacturing company, the Godrej Group is today
one of the most accomplished and diversified business houses in India.
In 1930, Godrej became the first company in the world to develop the
technology to manufacture soap with vegetable oils.
The Godrej Group stands in a strong position today. With annual sales in
excess of $1 billion, a workforce of approximately 18,000, and a strong
diversified portfolio, Godrej has proven its ability to deliver strong financial
performance.
On 7th May, 1897, Ardershir Godrej gave up law and took up lock making.
Godrej and Boyce Mfg. Co. Ltd., was established at Lalbaug, Mumbai. This
was the holding company of the Godrej Group.
Godrej began manufacturing of refrigerators in 1958.
Godrej started manufacturing Washing Machines in 1996.
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VISION
GODREJ is dedicated to DELIVER SUPERIOR STAKEHOLDER VALUE by providing
solutions to existing and emerging consumer needs in the Household & Personal
Care business.
We will achieve this through ENDURING TRUST & RELENTLESS INNOVATION
delivered with PASSION & ENTREPRENEURIAL SPIRIT.
MISSION
Godrejs Mission is to operate in existing and new businesses which capitalize on
the Godrej brand and our corporate image of reliability and integrity .Our
objective is to delight our customer both in India and abroad.
We shall achieve this objective through continuous improvement in quality, cost
and customer service .we shall strive for excellence by nurturing, developing and
empowering our employees and suppliers. We shall encourage an openatmosphere conducive to learning and team work.
Godrej Products
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Consumer Products
Godrej Consumer Products Ltd.(GCPL) is a major player in the Indian FMCG
market with leadership in personal, hair, household and fabric care segments. The
company is among the largest marketers of toilet soaps in the country and has aleadership position in the hair colour category in India.
1. Appliances
2. Locks
3. Furniture
4. Security equipment
5. Office automation
6. Conferencing solution
7. Soaps & personal care
8. Food
9. Aircare
10. Household insecticides
11. Housing
12. Vending machine
Industrial products:
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Godrej offers an entire spectrum of industrial solutions from storage to
material handling to construction to process equipment and many, many
more. Whether clients are looking for standard equipment or custom
engineering solutions, the first name is Godrej.
1. Storage solution
2. Automated warehousing
3. Material handling equipment
4. Process equipment
5. Precision components & systems.
6. Machine tool service
7. Electrical & electronic services
8. Tooling
9. IT solution
10. PLM solution
11. Medical diagnostics
12. Agro product
13. Chemicals
14. Construction material & services.
Appliances Product of Godrej and Boyce Mfg Co. Ltd
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Refrigerators.
Direct cool
Frost free
Air Conditioners
Split
Window
Washing Machines.
Fully Automatic
Semi Automatic
Microwave Ovens.
Steam
Convection
Grill/combination
Solo
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Products Portfolio
GODREJ GDE 195 BX3 (MAPLE MIRROR) GODREJ GDA 19A2
Godrej Refrigerator GFE25SMT4N OceanicSteel GODREJ GFE 27FMT5N(OCEANIC STEEL)
GODREJ GDA 19A1 GODREJ GDE 23B1 (221 LTS)
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GODREJ GDA 19A2 - SC Godrej GDE 19 DX4 Direct Cool Refrigerator
GODREJ GDE 195 CM4 (BLACK STREAK) Godrej GFE 32 CVT4N Frost Free Refrigerator
GODREJ GDE 23CM4 GODREJ GFE 27TZ (5 STAR)
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8/22/2019 Introduction to Corporate
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GODREJ GDN 185 D FROST STEEL 4 GODREJ GDE 19B2 (183 LTS)
Godrej GDPV5 195T Direct Cool Refrigerator GODREJ GFE 25 SP4N
GODREJ GFE 25 SP3N GODREJ GFE 27SMT5N (OCEANIC STEEL)
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8/22/2019 Introduction to Corporate
19/77
GODREJ GFE 30CMT4N REFRIGERATOR GODREJ GFE30CVT4NSWR
Godrej Frost Free Refrigerator GFE 36 CVT4N (Red) GODREJ GFE 25 SVT4N
GODREJ 190PDS (WINE PETALS)(NEW) GODREJ GFE 27SMT3N (NEW)
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8/22/2019 Introduction to Corporate
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8/22/2019 Introduction to Corporate
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8/22/2019 Introduction to Corporate
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Voltas Window Air Conditioner Gold 2S-1 - 0.75Tr LG 1.5 Tons - LWA5WR2D Window AC (White)
Hitachi Window AC 1.5T 5 Star Summer TM-RAT518HTD Blue Star Window AC 1.5T 2 Star 2WAE181YB
Hitachi Window AC 1.5T 3 Star Kaze Plus-RAW318KTD Voltas Window AC 1.5T 5 Star Platinum 5S
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GWF 701 FCS Features GWF 651 FCS - Features
GWF 621 FCS Features GWS 8001 PPI
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On March 1, 1938, founding chairman Byung-Chull Lee started a business
in Taegu,
Korea, with 30,000 won.
At the start, his business focused primarily on trade export, selling dried Koreanfish, vegetables, and fruit to Manchuria and Beijing.
1970: Blackandwhite TV (model:p-3202) production started by Samsung-
Sanyo.
1974: Began washing machine and refrigerator production Samsung India
strengthens its
Fully Automatic Washing Machine range.
1976. 1 millionth black-and-white TV produced.
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SWOT ANALYSIS
STRENGTHS
The Company has wide range of product line.
The management is trained and efficient.
The Company has got wide range of branches within the country.
Robust manufacturing.
Sophisticated IT connectivity with distributors.
Well-developed R&D capabilities
WEAKNESSES:
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The Company does not go for advertising, which is one of the biggest
disadvantage of Godrej.
Its emphasis more on the advertising of office automation & prima
division.
The company is focusing many security products at a same time.
The effective selling schemes are not available like payment on
installments.
Gifts not being so attractive. Most of the dealers prefer other companies
appliances.
OPPORTUNITIES
Increase consumer offers.
Huge market share.
THREATS
Strong competition.
Products are not unique.
Lot of branding done by other competitors.
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Financial Ratio Analysis
Particulars Mar 2012 Mar 2011 Mar 2010 Mar 2009 Mar 2008
Operational & Financial Ratios
Earnings Per Share (Rs) 17.76 13.44 8.05 6.29 6.56
CEPS(Rs) 18.52 14.12 8.50 6.85 7.25
DPS(Rs) 4.75 4.50 4.25 4.00 4.00
Book NAV/Share(Rs) 74.11 47.39 26.85 20.90 6.54
Tax Rate(%) 20.38 20.18 17.06 13.11 12.48
Margin Ratios
Core EBITDA Margin(%) 17.96 19.53 20.55 14.51 20.16
EBIT Margin(%) 25.03 21.70 23.39 17.23 19.57
Pre Tax Margin(%) 24.48 21.36 23.11 16.45 18.43
PAT Margin (%) 19.49 17.05 19.17 14.29 16.13
Cash Profit Margin (%) 20.33 17.91 20.23 15.56 17.84
Performance Ratios
ROA(%) 20.47 36.43 34.47 36.51 58.21
ROE(%) 29.80 36.84 36.37 47.20 114.58
ROCE(%) 33.98 41.85 42.07 44.16 71.00
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Asset Turnover(x) 1.05 2.14 1.80 2.55 3.61
Sales/Fixed Asset(x) 2.11 2.94 4.79 4.25 3.61
Working Capital/Sales(x) 19.68 -12.67 8.20 3.39 -73.60
Efficiency Ratios
Fixed Capital/Sales(x) 0.47 0.34 0.21 0.24 0.28
Receivable days 11.63 9.76 6.06 3.55 4.37
Inventory Days 43.52 33.94 41.56 47.08 56.09
Payable days 58.62 32.57 34.27 42.37 54.39
Valuation Parameters
PER(x) 27.01 27.18 32.48 21.13 18.90
PCE(x) 25.90 25.88 30.77 19.40 17.09
Price/Book(x) 6.47 7.71 9.74 6.36 18.96
Yield(%) 0.99 1.23 1.63 3.01 3.23
EV/Net Sales(x) 5.43 4.87 6.22 2.88 3.28
EV/Core EBITDA(x) 26.08 22.44 24.91 14.98 14.92
EV/EBIT(x) 20.86 21.70 26.04 16.08 16.22
EV/CE(x) 4.52 7.76 9.39 5.22 10.22
M Cap / Sales 5.48 4.79 6.36 3.14 3.15
Growth Ratio
Net Sales Growth(%) 20.70 94.73 16.53 22.58 17.02
Core EBITDA Growth(%) 15.97 69.13 51.38 7.06 26.43
EBIT Growth(%) 40.14 82.87 55.49 8.42 18.08
PAT Growth(%) 38.95 75.30 53.59 9.07 12.07
EPS Growth(%) 32.13 66.96 28.05 -4.14 12.07
Financial Stability Ratios
Total Debt/Equity(x) 0.09 0.18 0.01 0.12 0.91
Current Ratio(x) 1.20 0.74 1.46 2.23 0.95
Quick Ratio(x) 0.65 0.34 0.97 1.76 0.35
Interest Cover(x) 45.76 63.14 82.68 22.07 17.30
Total Debt/Mcap(x) 0.01 0.02 0.00 0.02 0.05
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TITLE
COMPETITIVE ANALYSIS
OF
GODREJ WITH SAMSUNG
1.1STATEMENT OF OBJECTIVES
To study the preference towards Godrej and Samsung Appliances.
To study the promotional techniques used by Godrej and Samsung.
To know the awareness of advertisement of Godrej and Samsung
Appliances.
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1.2NEED OF STUDY
Today, for any organization or firm to survive in this competitive world
depends on its ability to be dynamic and be different from the competition
to be unique in the industry. Customer Satisfaction helps every organization
to keep the existing customer and to build new customer.
The information gathered through this research can be used by the
company to improve its services and became more customers friendly. This
can increase the goodwill of the company and its overall performance.
Thus this study is aimed to provide the management with some knowledge
about its status in market . The research also aims to provide some ideas to
improve the companys present condition.
1.3RESEARCH METHODOLOGY
The research methodology is the specification of method of acquiring the
information needed to structure or solve the problem. It is not considered
to be the decision of facts but also building up the data knowledge and to
discover the new fact involved through the process in the dynamic changein the society.
Talk With Dealers
Ways to determine this include:
Meeting with Dealers
Asking open creative questions about what is required.
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Using a 'content mirror' to ensure understanding and show you are
listening and Interested.
Research Design
The conceptual structure within which this research is conducted
descriptive in nature as it brings forward the results concerning the set
objectives, though facts, findings and enquiries; moreover it describes the
state of affairs that exists at present.
Comparative Research
Comparative research, simply put, is the act of comparing two or more things
with a view to discovering something about one or all of the things being
compared. This technique is often utilizes multiple disciplines in one study. When
it comes to method, the majority agreement is that there is no methodology
peculiar to comparative research
1.4Data Collection:
The data, which is collected for the purpose of study, is divided into 2
bases:
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Primary Source: The primary data comprises information survey of
Competitive Analysis of Godrej with Samsung. The data has been
collected directly from dealers with the help of structured questionnaires.
Secondary Source: The secondary data was collected from library and thecompany.
Sampling technique
The selection of respondents was done on the basis of random sampling.
Sampling unit
The sampling unit in this report is dealers of Godrej and Samsung
appliances.
Sample size
The sampling size of my study is 32 respondents and this sampling size
was selected on the basis of Random sampling.
1.5LIMITATIONS OF THE STUDY
The sample size of Dealers is limited to 32 because of time factor
Many of the respondents were not open with their responses. Majority of
the dealer were too aggressive in nature. Lack of Dealers cooperation
was a major constraint.
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There may be error due to bias of respondents.
The behavior of the Dealers while approaching them to fill the
questionnaire was unpredictable.
1.6DATA ANALYSIS AND INTERPRETATION
72%
6%
22%
KIND OF BUSINESS
DIRECT DEALERSHIP
CHAIN STORE
DISTRIBUTOR
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Graph1.6.2 showing which all products they deal in
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Graph1.6.3 showing which brands they have in their store
26%
25%24%
25%
NO. OF RESPONDENTS
REFRIGERATOR AC MICROWAVE OVEN WASHING MACHINE
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Rank of different Godrej products according to sales.(1- max sales, 4- least)
19%
32%
6%
15%
28%
WHICH BRANDS YOU HAVE
GODREJ
SAMSUNG
1FB
LG
OTHERS
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Particulars Total Rank
Refrigerator 16 3
Washing machine 6 1
AC 14 2
Microwave 24 4
Fig 4.10
Analysis & interpretation
In Godrej appliances, washing machine is the most saleable item, followed by refrigerator
and AC, whereas microwave is the least.
Table 4.11 Reasons for low sales of the least saleable item
16
6
14
24Refrigerator
Washing machine
AC
Microwave
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Particulars Total
Poor quality 1
Unawareness 3
People prefer foreign
brands
2
Poor sales services 1
Less features 3
Other reasons 1
Fig 4.11
Analysis & interpretation
Less features and unawareness are the major factors for low sales of Godrej microwave.
Many dealers dont keep Godrej because its appliances have less features than other
appliance brands, and because it has limited dealer network, people are generally not
aware about its products.
0
0.5
1
1.5
2
2.5
3
3.5
1 2 3 4 5 6
No.o
fdealers
Reasons
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Table 4.12 Satisfaction with regard to companys offered services
Highl
y
satisfi
ed
Satisfi
ed
Neut
ral
Dissatisf
ied
Highly
dissatisf
ied
Tot
al
0 4 1 1 0
Me
an
0.5
Fig 4.12
Analysis & interpretation
Since the mean score comes out to be 0.5, so the response of the dealers is close to
satisfaction level with regard to Godrejs offered services for customers.
Table 4.13 Satisfaction of dealers with regard to Godrejs promptness in launching
0
66.67
16.67
16.67 0
Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied
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new products
Highl
y
satisfi
ed
Satisfi
ed
Neut
ral
Dissatisf
ied
Highly
dissatisf
ied
Tot
al
0 0 0 6 0
Me
an
-0.67
Fig 4.13
Analysis & interpretation
The chart clearly depicts that most of the dealers do not agree that Godrej is prompt and
proactive in launching new and innovative products.
Table 4.14 Dealers satisfaction with regard to promotional tools
00
33.33
66.67
0
Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied
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Highl
y
satisfi
ed
Satisfi
ed
Neut
ral
Dissatisf
ied
Highly
dissatisf
ied
Tot
al
0 4 1 1 0
Me
an
0.5
Fig 4.14
Analysis & interpretation
Since the mean score is close to satisfaction level, that denotes that the company
undertakes attractive promotional tools to launch its product.
0
66.67
16.67
16.67 0
Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied
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Table 4.15 dealers views to continue their dealings with Godrej
Particulars No. of respondents Percentage
Yes 5 83
No 1 17
Total 6 100
Fig 4.15
Analysis & interpretation
83% of the dealers(out of 6) will continue to deal with Godrej.
83.33
16.67
Yes
No
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Table 4.16 Reasons why dealers quit/ never dealt with Godrej
Particulars Total
Poor quality 4
Commercial hassles 4
Co. doesnt offer attractive schemes 0
Co. doesnt offer proper margins to
dealers
0
Poor sales service 9
Co.s promotional tools are not
effective
1
Low brand image 3
Fig 4.16
Analysis & interpretation
The major reasons why the dealers quit/ never dealt with Godrej are that it has a low
brand image, the companys services are poor, the product is of poor quality and
commercial hassles.
0
1
2
3
4
5
6
7
8
9
10
1 2 3 4 5 6 7
No.
ofdealres
Reasons
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Table 4.17 Dealers preference to deal with Godrej in future
Particulars No. of respondents Percentage
Yes 1 5
No 18 95
Total 19 100
Fig 4.17
Analysis & interpretation
95% of the dealers would not like to deal with godrej and just 5% showed a positive
response towards it.
Basically the dealers are contended with the brands they are dealing in because those
brands have a good market presence and brand image.
5.26
94.74
Yes
No
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(A) Consumer survey
Table 4.1(B): Monthly income of respondents
Particulars No. of respondents Percentage
Less than 1 lakh 0 0
1-3 lakhs 7 14
3-5 lakhs 38 76
5-8 lakhs 5 10
Above 8 lakhs 0 0
Total 50 100
Fig 4.1(B)
Analysis and interpretation:
Most of the respondents surveyed had an annual income b/w 3-5 lakhs.
Income level is one of the most important factors affecting purchase decision. Customers
preferably go for a particular brand if they can easily afford it as some brands have
comparatively high price for the same product.
0
10
20
30
40
50
60
70
80
less than 1
lakh
1-3 lakh 3-5 lakh 5-8 lakh above 8
lakh
Percentage
Monthly income
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Table 4.2(B): No. of family members
Particulars No. of respondents
1-2 5
3-4 10
5-6 20
6-7 3
More than 7 2
Total 50
Fig 4.2(B)
Analysis and interpretation:
Most of the respondents had 5-6 members in their family.
Larger the no. of members, greater is a possibility of purchase decision being influenced
by a large no. of people. Moreover, since more members consume a major share of
income, so customers simply go for a less expensive brand, ie. they are more concerned
about the price of the product than its brand.
0
5
10
15
20
25
1 to 2 3 to 4 5 to 6 6 to 7 more than
7
No.
ofrespondents
No. of family members
Series1
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Table 4.3(B): Factors influencing purchase decision
Particulars No. of responses
Price 96
Brand image 260
Prestige 354
Income level 140
Friends advice 280
Features 138
Discounts 318
Quality 244
Fig 4.2(B)
Analysis and interpretation:
As can be inferred from the no. of responses, the most important factor being considered
is price of the appliances, closely followed by income level and features.
0
50
100
150
200
250
300
350
400
Price Brand
image
Prestige Income
level
Friends'
advice
Features Discounts Quality
Ranktotal
Factors influencing purchase decision
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Table 4.4(B): Attributes considered before purchase
Particulars Refrigerato
r
Washin
g
machin
e
A
C
Microwav
e
Price 70 70 14
0
70
Brand image 75 75 75 75
Quality 96 140 70 96
Features 138 96 13
8
138
After sales
services
140 138 96 140
Advertisemen
t
260 280 26
0
260
Fig 4.4(B) REFRIGERATOR
0
50
100
150
200
250
300
Ranktotal
Attributes of product
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Fig 4.4(B) WASHING MACHINE
Fig 4.4(B) AC
0
50
100
150
200
250
300
Ranktotal
Attributes of product
0
50
100
150
200
250
300
Ranktotal
Attributes of product
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Fig 4.4(B) MICROWAVE
Analysis and interpretation:
In almost all the four appliances, price is the most considered factor, followed by brand
image, quality, features and after sales services. Advertisement had a very little impact on
the respondents.
0
50
100
150
200
250
300
Ranktotal
Attributes of product
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Table 4.5(B): Purchase of Godrej electronic appliances
Particulars No. of respondents Percentage
Yes 38 76
No 12 24
Total 50 100
Fig 4.5(B)
Analysis and interpretation:
Out of the total respondents, 38 respondents have used Godrej home aplliances.
76
24
Yes
No
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Table 4.6(B): Godrej appliance used
Particulars No. of respondents Percentage
Refrigerator 15 47
Washing machine 5 16
AC 10 31
Microwave 2 6
Total 32 100
Fig 4.6(B)
Analysis and interpretation:
47% of the respondents have used Godrej refrigerators, closely followed by AC(31%)
and very few respondents have used Godrej microwaves.
47
16
31
6
Refrigerator
Washing machine
AC
Microwave
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Table 4.7(B): Awareness about Godrej appliances
Particulars No. of responses
Print media 10
TV ads 12
Internet 2
Dealer 15
Friends 10
Fig 4.7(B)
Analysis and interpretation:
The most effective medium of creating awareness is the dealers,followed by print media
and friends.
10
12
2
15
10
Print media
TV ad
Internet
Dealer
Friends
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Table 4.8(B): Duration of usage of Godrej products
Particulars Refrigerator Washing
machine
AC Microwave
Less than 1
yr
0 2 10 0
1-2 yrs 5 10 20 0
2-4 yrs 16 15 12 0
More than
4 yrs
20 25 25 2
Fig 4.8(B) REFRIGERATOR
0 5
16
20 less than 1 yr
1-2 yrs
2-4 yrs
more than 4 yrs
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Fig 4.8(B) WASHING MACHINE
Fig 4.4(B) AC
2
10
525
less than 1 yr
1-2 yrs
2-4 yrs
more than 4 yrs
10
20
12
25
less than 1 yr
1-2 yrs
2-4 yrs
more than 4 yrs
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Fig 4.4(B) Microwave
Analysis and interpretation:
In case of refrigerators, most of the respondents have been using it for more than 4 yrs.
and no respondent has made a recent purchase of Godrej refrigerators.
In case of washing machines , respondents have been using it for more than 4 yrs but
some have also made a recent purchase of it.
For ACs, there are old as well as new customers.
For microwaves, very less no. of respondents have made a recent purchase.
000
2
less than 1 yr
1-2 yrs
2-4 yrs
more than 4 yrs
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Table 4.9(B): Performance of Godrej appliance
Highly
satisfact
ory
Satisfact
ory
Neut
ral
Dissatisfact
ory
Highly
dissatisfact
ory
0 10 15 7 0
Mean 0.09
Fig 4.9(B)
Analysis and interpretation:
The performance for Godrej appliances is neutral.
0
2
4
6
8
10
12
14
16
Highly
Satisfactory
Satisfactory Neutral Dissatisfactory Highly
dissatisfactory
No.
ofrespondents
Satisfaction level
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Table 4.10(B) : Purchase of Godrej appliances in future
Particulars No. of respondents Percentage
Yes 15 47
No 17 53
Total 32 100
Fig 4.10(B)
Analysis and interpretation:
53% of the respondents will purchase Godrej appliances in future whereas 47% will not
purchase it.
4753
Yes
No
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Table 4.11(B): Recommendation of Godrej appliances
Particulars No. of respondents Percentage
Yes 15 47No 17 53
Total 32 100
Fig 4.11(B)
Analysis and interpretation:
The respondents who will purchase Godrej aplliances in future will also recommend it to
their friends.
4753
Yes
No
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Table 4.12(B): Other appliance brand used by respondents
Particul
ars
L
G
Samsu
ng
Whirlp
ool
Panaso
nic
Othe
rs
Refrigera
tor
5 6 1 0 6
Washing
machine
4 4 6 0 4
AC 8 2 1 2 5
Microwa
ve
4 6 0 2 6
Fig 4.12(B) REFRIGERATOR
5
6
10
6LG
Samsung
Whirlpool
Panasonic
Others
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Fig 4.12(B) WASHING MACHINE
Fig 4.12(B) AC
4
46
0
4
LG
Samsung
Whirlpool
Panasonic
Others
8
21
2
5LG
Samsung
Whirlpool
Panasonic
Others
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Fig 4.12(B) MICROWAVE
Analysis and interpretation:
In refrigerators, ACs and microwaves, LG and Samsung are the most preferred brands
and in case of washing machines, its whirlpool.
4
60
2
6LG
Samsung
Whirlpool
Panasonic
Others
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Table 4.13(B): Display of Godrej appliances
Particulars No. of
respondents
Percentage
Yes 8 44
No 10 56
Total 18 100
Fig 4.13(B)
Analysis and interpretation:
Most of the respondents did not get a chance to see Godrej appliances during their
purchase.
44
56Yes
No
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Table 4.14(B): Awareness about Godrej appliances
Particulars No. of responses
Refrigerator 18
Washing machine 15
AC 18
Microwave 6
Fig 4.14(B)
Analysis and interpretation:
The respondents were known of Godrej refrigeratoes, washing machines and ACs but
very few were known of Godrej microwaves.
0
2
4
6
8
10
1214
16
18
20
Refrigerator Washing machine AC Microwave
No.
ofresponse
s
Products
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Table 4.15(B): Preference for future purchase of Godrej appliances
Particulars No. of
respondents
Percentage
Yes 2 11
No 16 89
Total 18 100
Fig 4.15(B)
Analysis and interpretation:
89% of the respondents will not purchase Godrej appliances in future.
11
89
Yes
No
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Graph1.6.10 showing what all company provides for the advertisement of its
appliances
22%
42%
36%
0%
MAJOR SOURCE OF ADVERTISEMENT
PAMPHLETS
HOARDINGS
DANGLERS
OTHERS
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90%
10%
SEEN SAMSUNG
ADVERTISEMENT
YES
NO
71%
29%
SEEN GODREJ
ADVERTISEMENT
YES
NO
Graph 1.6.11 showingthe advertisements on television
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32%
68%
GODREJ ADVERTISEMENT
EFFECTIVE
YES
NO
90%
10%
SAMSUNG
ADVERTISEMENT
EFFECTIVE
YES
NO
Graph 1.6.12 showing that whether advertisements are effective
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FINDINGS
Dealers feels quality of GODREJ product is Good, but SAMSUNG.
has a better positioning in the minds of Dealers.
If a individual wants to have a Home Appliances then Samsung Priority
comes on
first number.
Quality of the service provided sale after service plays an important role in
keeping
the existing customers and to bring new customers.
In pricing and reliability of GODREJ S home appliances is rated very well by
most ..
Quality of the service provided plays an important role in retaining existing
customers and goodwill is created through word of mouth in making new
customers.
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Dealers said that, People are willing to pay more for new design and latest
look.
A number of customers preferred GODREJ Due to the brand name of the
company (GODREJ).
Most of dealers said that, Customers were not happy that while they were
purchasing old look washing machine then others.
Most of the dealers prefer to sale simple home appliances because the
most of consumer want it.
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Suggestion of dealers for how can GODREJ gains their sales.
Marketing.
AdvertisementBoth local and on television.
Enhance the quality of product.
Enhance the service level of company.
Make the Relation between dealers and company well and to be
enhanced.
Models of product is look like old so it has to be modulating.
Launch the new model.
Offers & Schemes.
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CONCLUSION
The study revealed the picture of Dealers perception and satisfaction which
help Godrej to encourage more people to be the customers/consumers of
Godrej.
People are not