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“MAHARAJA WHITELINE PRIVATE LIMITED”A SUMMER TRAINING PROJECT REPORT ON

“CONSUMER PERCEPTION REGARDING CHOPPER ATTACHMENTIN SOUTH DELHI MARKET”

  Submitted for partial fulfillment of “P.G.D.M” Program (2009-2010)

Under the guidance of: Submitted by: Prof. K.K.Garg (HOD) Mr. Vivek Srivastav DHEERAJ KUMAR MISHRA Lecturer PGDM 2009-2011

 

GNITCM

(APPROVED BY AICTE, MİNİSTRY OF HRD, GOVT. OF INDİA) Plot no 6(c) Knowledge Park II Greater Noida Uttar Pradesh

 

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ABOUT THE COMPANY Maharaja Whiteline Industries Ltd. Is an Indian based

consumer products manufacture company. Maharaja

Whiteline has over 30 yrs. of Experience in the homeappliances market and is known for being an innovator and market leader in the Indian consumer manufacturingsectors

Maharaja Whiteline started its foray into home appliances in1976. The company commenced its venture as a oneproduct company. Today Maharaja dominates a share of about 22% in home appliances with a product range of over 60 products in 18 product categories.

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RESEARCH OBJECTIVE The main objective is to study the effectivebrand positioning after sales and servicethrough customer satisfaction and tradesatisfaction. Basically the brand positioning

help the company to increase their sales andincrease the trust on products or companyand get better market share against their competitors.

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RESEARCH METHODOLOGY:

This research study involves knowing the brand positioning of 

Mixer Grinder adopted by Maharaja Whiteline Ltd. And alsowho are the competitors of this co.

DATA SOURCES:

I have collected the data from different area in the South Delhimarket.

Data are collected through both the primary and secondary sources.Primary data are collected from the market by circulatingquestionnaires to the respondent and the secondary data are

collected from web sites and published material as listed in thebibliography.DATA COLLECTION METHODS: The data has been collected through a personal survey.

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This research is based on the non probability Quota samplingmethods. Since I have selected my sample dealers or distributors according to channel wise, So it is Judgmentsample rather than random sample. Apart from that I alsoselected most accessible population members.

Delhi market is vast area that’s why survey was conducted onlySouth Delhi by using interviews and questionnaire.Questionnaire is later analyzed to draw the conclusive result.

Sample Size: - Sample size was taken

Dealers:- 20 Consumers: - 80

Sample Unit: - South Delhi market

Survey Period: - 5-7-2010 to 17-7-2010

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DATA ANALYSIS & INTERPRETATION The factors which customers are more consider at the

time of purchase of Mixer grinder or Home appliance

product:

Interpretation: After surveyed of 80 customers I foundthat 71 or 89% customers go with the product qualityand 31 or 39% customers go with service quality andfeatures of the product. 44 or 55% are with price.

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DATA ANALYSIS & INTERPRETATION

Satisfaction level of quality of Maharaja

Mixer in reference of other brand:

Interpretation:  Out of surveyed 80 customers in differentarea in Delhi market, 27% customers are highly satisfiedand 39% are satisfied on quality of Maharaja mixer inreference of other brand. 21% are moderate and 12% arehighly dissatisfied on quality in reference of other brand of 

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DATA ANALYSIS & INTERPRETATION

Customers who likes the idea of Chopper attachmentwhich Maharaja Whiteline provide with all of its Mixer

Grinder:

Interpretation: Out of 80 surveyed there are 74% of 

customers are those who were liked the idea of 

chopper attachment provided by the all of the Mixer

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Findings and Suggestions  Key Findings:- From the survey it was found that majority of 

customers buy the consumer durable goods on theBrand name.

Customers are also now very choosy in buying the

product and it is important for the company to makeloyal customer of their brand. In Survey we found that Maharaja Whiteline has

captured maximum market in kitchen Appliances. Maharaja Whiteline and Bajaj have bottle neck

competition in Mixer Grinder category. Maharaja Whiteline have Service failure in many areas

in recent duration which may hamper in long run of Company’s Profit.

t

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uggest ons:-

Company should try to improve their business in whichcategory they shares less than 50% by adopting

some market rule for business like Display Modelsmeans Advertisement Company should try to adopt the Advertisement for his

product from “Above the line” because Today'smarket truth is “JO DIKHTA HAI WO BIKTA HAI”.

Also it helps in advertising for the new products. Likethe Exhibition of “Chopper Attachment”.

Company should try to improve service because inlong run it may hamper the company’s profit.

Company should concentrate more on its major drivers Mixer Grinder, Iron and Toaster. Brandingand promotions should be done effectively as itcreates a long lasting image in the mind of customers.