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VSRD-IJBMR, Vol. 1 (1), 2011, 7-20

RESEARCH ARTICL E RE SE ARCH ARTICLE

A study of Brand Awareness and Customer Perception of MAHARAJA WHITELINE Products

1

Vivek Srivastava*

ABSTRACT
India being the Second largest growing economy with huge consumer class has resulted in consumer durables. The rising income levels double-income families and consumer awareness are the main growth drivers for the industries. The Domestic Appliances Market is of Rs. 2000 cr. With this the overall the domestic appliances industry growing @ 15-20% In which companies of Organized sector like Philips, Maharaja Whiteline, Bajaj, Inalsa, Singer, Usha and some Regional Players also took part in this growth. Over the last few years many of companies have greatly improved their performance & the graph of growth through superior sales promotion services. Today many companies are building on these foundations and are tuning their products in home appliances segment into a formidable competitive weapon. Sales Promotion services have become a subject of huge interest in recent years. The rural market is growing faster than the urban market, although the penetration level is much lower. India has witnessed a phenomenon, with the urban consumer durables market growing at almost 10 %p.a. and the rural durables market growing at 25% p.a.Indian Small Home Appliances market like Juicer Mixer Grinder(JMG), Mixer Grinder, Wet Grinder, Hand Blender, Food Processor, Juice Extractor, Rice Cooker, Toaster, Electric Kettle, Microwave Oven, Cook top and other products are used to be dominated by few domestic players like Maharaja Whiteline, Bajaj, Sunflame, Usha, Some regional players are also. Keywords : Indian Consumer Market, Dealers Perception, Decision Process of Consumers

1. INTRODUCTION
The Indian consumer durables industry has witnessed a considerable change in the past couple of years. Changing lifestyle, higher disposable income coupled with greater affordability and a surge in advertising has been instrumental in bringing about a sea change in the consumer behavior pattern. Apart from steady income gains, consumer financing and hire-purchase schemes have become a major driver in the consumer durables industry. On the demand side, customers have increasing choice from both domestically produced and imported
____________________________ 1

Assistant Professor, PGDM Department, GNIT College of Management, G.Noida, Uttar Pradesh, INDIA. *Correspondence : vivek.gnitcm@gmail.com

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goods, with similar features. This homogeneity makes it difficult for players to remain ahead of the competition. MNCs hold an edge over their Indian counterparts in terms of superior technology combined with a steady flow of capital, while domestic companies compete on the basis of their well-acknowledged brands, an extensive distribution network and an insight in local market conditions. The largest MNCs incorporated in India are Whirlpool India, LG India, Samsung India and Sony India, Videocon, Godrej Industries and IFB. Durable goods are those which dont wear out quickly, yielding utility over time rather than at once. Examples of consumer durable goods include electronic equipment, home furnishings and fixtures, photographic equipment, leisure equipment and kitchen appliances. They can be further classified as either white goods, such as refrigerators, washing machines and air conditioners or brown goods such as blenders, cooking ranges and microwaves or consumer electronics such as televisions and DVD players.

2. OBJECTIVES OF THE STUDY

To analyze the awareness of MAHARAJA WHITELINE Appliances in Retail Industry. To analyze and assess the research process & practices at MAHARAJA WHITELINE during Recession. To study the consumer family volume. To study the competition density in kitchen appliances. To study the consumer behavior & Perception. To study the market share of MAHARAJA WHITELINE Appliances. To study the Brand Loyalty test.

3. RESEARCH METHODOLOGY
The methodology used to analyze the project is mainly based on survey method and this survey was conducted through Questionnaires and it also include direct contact with grocery retailer, convenience store, eating and drinking and consumer. For survey sample size was taken from different location of West Delhi .

3.1. RESEARCH DESIGN

A research design is purely and simply the work or plan for a study that guides the collection and analysis of the data. I have chosen descriptive research design for study.

3.2. SAMPLING
Sampling studies are becoming more and more popular in all types of mass study. The result of sampling has attained a sufficiently high standard accuracy.

3.3. SAMPLE DESIGN

Non random sampling

3.4. SIZE OF SAMPLE

Customer 74, Dealer 25

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3.5. METHOD OF DATA COLLECTION

Primary method. Secondary method. Primary method: - from customer or dealer Secondary method: - From internet, Journals, Magazines and Newspapers

3.6. ANALYTICAL TOOLS

Questionnaire and Observation.

4. SCOPE OF PROJECT
The scope of the study is restricted to West Delhi. The project helps to know the market knowledge about some of the new products of the company to the dealers and consumers and to take feedback from the dealers and consumers about the product, after sale & service. Result Analysis: A. Analysis for Dealers: Table 1: Dealer Monthly Approximate Income Income Dealer Below 10000 0 10000-15000 3 15000-20000 10 Figure 1 20000-25000 9 25000-30000 3 30000 Above 0

Findings: In this fig. 1, Most of the dealers have the income of 15000 to 25000 and some of the dealers have below 15000 or none of above 30000. Table 2: Dealer Deals In Many Brands Cooktop brand Dealer 1-2 12 2-3 12 3-4 1 4 above 0

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Figure 2

Findings : In this fig. 2, dealer deals with many brands like 50% of the dealer have deal in 1-2 brand of cook top and 50% of the dealer have deal with 2-3 brands of cook top in the market. Table 3: Dealer Sale Cook Top In One Month Cooktop sale Dealer 1-15 23 15-30 2 Fig. 3 30-45 0 45-60 0

Findings: In this fig. 3, 23 dealers who have sell cooktop from 1 to 15. And the rest of the dealers who have sell cooktop from 15-30. Table 4: The Brand Which Dealer Sell Most Cooktop brand Dealer Maharaja whiteline 13 Figure 4 Sunflame 19 Planet 0 Surya 0 others 5

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Findings : In fig. 4, many of the dealers have sell sun flame and Maharaja White line mostly in the market and the rest of the brands are selling by dealer in very rare case. Table 5 : Dealer Satisfaction Response Dealer Yes 24 No 1

Figure 5

Findings : In this fig. 5, There are 24 dealers who have satisfied with Maharaja White line Company and 1 dealer who have not satisfied. B. Analysis for Consumer: Table 1: Calculation of Members In A Family Members Consumers 2-4 16 4-6 30 6-8 23 8 above 5 Others 0

Figure 1

Findings : In this figure 1, the family is divided as 2-4, 4-6, 6-8, 8 above and others in member wise that, how many family consist of how many members. In 2-4 members there are 16 families, In 4-6 members there are 30 families, in 6-8 members there are 23 families, In 8 above there are 5 families, there is no outcome in others. In 2-4 members of family mostly prefer 2 burner cooktop because of their small family. In 4-6 members of family mostly prefer 2 or 3 burner cooktop because of their size of family. They use 3 burner cooktop for save time. In this family mostly 1 to 2 person are employed, Children are going to school, thats why they prefer 3 burner cooktop for quick preparation of food.

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In 6-8 members of family, they prefer 3 or 4 burner of cooktop because of their family size and quick preparation of food. In 8 above members they prefer only 4 burner of cooktop because of their family size. In each and every family prefer cooktop like- 1,2,3,4 burner according to their family size. so family size is very important. Table 2: Consumer Using Cooktop Brand Brand Consumer Maharaja Whiteline 14 Sunflame 31 Figure 2 Planet 7 Surya 1 Others 21

Findings : In this figure-2, the consumer using cooktop with the brand of Maharaja whiteline, Sunflame, Planet, Surya, Others. There are 14 consumer who using Maharaja whiteline, 31 consumers who using Sunflame, 7 consumers who using Planet, 1 consumers who using surya and the rest 21 are using others cooktop. Mostly consumers prefer sunflame because of their good quality, good services. But some consumers are not preferred because it is expensive rather than all brand. Some consumer using Maharaja whiteline cooktop because it is very less expensive and good quality. But services are not good so many of the consumers are not preferred with Maharaja cooktop. Providing service to the consumers is necessary for every company. Some consumers are going with Planet, Surya because it is less expensive, but the quality is not good, services is not provided to the consumers in time. So consumers do not prefer this brand. Many of the consumers are using other brand of cooktop because of their own perception. Table 3: Types of Cooktop Consumer Have Quality Consumer In Steel 61 In Toughened glass 13

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Figure 3

Findings : In this figure 3, the quality of cooktop is divided in 2 categories. One is in steel and another one is in toughened glass. There are 61 consumers who using cooktop in steel and 13 consumers who using cooktop in toughened glass. Many consumers using cooktop in steel because of long lasting, the base is solid. Some of the consumer used cooktop in toughened glass because of their good looking. The rest of the consumers think that the toughened glass is break after use and it is not a long lasting. Table 4 : Consumer Want Cooktop With Features Consumer Good quality 45 Good services 44 Figure 4 Increase height 4 Enough space 11 All the above 29

Findings : In this figure 4,Many of the consumers want cooktop with good quality and good services. There is no matter with increase height and enough space. Some of the consumers want all the features like good quality, Good services, increase height, enough space etc. Table 5 : From Where Consumer Knows About The Maharaja Cooktop Sources Consumers In Shop 49 In Banner 0 In T.V. 1 In Newspaper 0 In Radio 0 others 12

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Figure 5

Findings : In figure 5, Mostly consumer know about the maharaja whiteline in shop. When consumer went to the shop for purchasing a product they see Maharaja whiteline there or from others sources they know, likeshop keeper, husband, neighbor, friend, relative etc. Table 6 : Consumer Can Hear Maharaja Whiteline Company Maharaja Whiteline Consumers Figure 6 Yes 52 No 22

Findings : In figure 6, 52 consumer are heard about the maharaja whiteline company and the rest 22 are not known. Many Consumers know about the maharaja whiteline company only in shop. But now a days in the competition market advertisement are must necessary because consumer know about the company through advertisement like in T.V., radio, newspaper etc

5. KEY FINDINGS
No. of shops in a particular market want to deal with Maharaja Whiteline where there is no Distributor and the Salesman also not visited there. There was big problem of after sale service. Many dealers were facing the problem of after sale service because there is no follow up calls from Maharaja Whiteline Demo calls also not done properly. The different price policy used in the different markets.

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6. CONCLUSION
In this report I had studied about different product & services of Maharaja Whiteline Pvt. Ltd. As we all know that Maharaja Whiteline is the Indias largest home appliances company. Maharaja Whiteline has long been committed to serving as a contributing member of society & the individual communities in we do business-both economically & socially. Since its establishment company has remained on the leading edge by providing products of high quality that create new values, at a reasonable price, for customer satisfaction.

7. APPENDIX : A
Questionnaire regarding cooktop for consumer 1. Ans. 2. Ans. 3. How many members in your family? (i) (ii) 4. 2-4 4-6 (iii) (iv) 6-8 8 above (v) others_________ What is your address? What is your name?

What is approximate monthly income of your family? (i) (ii) Below 5000 5000-10000 (iii) (iv) 10000-15000 15000 above

5.

Are you a housewife or house maker? HW/HM

6.

Who makes food in your home? (i) (ii) My self Mother-in-law (iii) (iv) Maid Others_____________

7.

How many gadget you use in preparing food? (i) (ii) 1-2 2-3 (iii) (iv) 3-4 4 above

8.

Are you using any cooktop at the time of cooking food?

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Yes/no 9. Which cooktop brand you use? (i) (ii) 10. Maharaja Whiteline Planet (iii) (iv) Sunflame Surya (v) others___________

Which type of cooktop you use? (i) (iii) 1 Burner 3 Burner (ii) (iv) 2 Burner 4 Burner

11.

How old is your cooktop? (i) (ii) Below 2 years 2-4 years (iii) (iv) 4-6 years 6 years above

12.

Which type of cooktop you have? In steel/ In toughened Glass

13.

Are your cooktop is working properly? yes/no If yes then ok if no then,

14.

What problem you face in your cooktop? (i) (ii) Expensive Low quality (iii) (iv) Low service others____________

15.

Are your cooktop has the facility of auto ignition? Yes/no

16.

Are your cooktop has ISI mark? Yes/no

17.

Would you buy a new cooktop in place of old one with full facility? Yes/no

18.

If you purchase a new cooktop them it is youre (i) (ii) 1st purchase 2nd purchase (iii) (iv) 3rd purchase 4th purchase

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19.

What type of cooktop you want? (i) (ii) Good quality Good services (iii) (iv) Increases height Enough space (v) Others_____________

20.

On what cost you can buy it? (i) (ii) Below 2000 2000-2500 (iii) (iv) 2500-3000 above 3000 (v) Others_____________

21.

Are you hear Maharaja Whiteline company? Yes/no if no then ok, if yes then

22.

Do you have any product of Maharaja Whiteline? Yes/no if no then ok, if yes then

23.

Which product you have? (i) (ii) Juicer mixer grinder Food processor (iii) (iv) Mixer Iron (v) others_____________

24.

From where you know about the Maharaja cooktop? In shop/In Banner/In T.V. /In Newspaper/In Radio/Others____________

25.

Are you aware of Maharaja Range of cooktop? Yes/no if yes then ok, if no then

26.

Are you known it is very cheaper in market with latest features against all cooktop brands? Yes/no

27.

Do you have a Hood (chimney) in your kitchen? Yes/no

28.

Which brand of Hood (chimney) you have? (i) (ii) Sunflame Kenstar (iii) (iv) Planet Others_____________

29.

Which type of Hood (chimney) you have? (i) Straightline

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(ii) (iii) 30.

Weighted line Others_______________

How long it is? (i) (ii) (iii) 60 cms 90 cms Others________________

31.

How old is your Hood (chimney)? (i) (ii) Below 2 years 2-4 years (iii) (iv) 4-6 years Above 6 years

32.

Will you buy Maharaja Range of cooktop? Yes/no if yes then ok, if no then

33.

Would you want some extra features with cook top (i) (ii) _____________________ _____________________

8. Appendix : B
Questionnaire regarding cooktop for dealer 1. Ans. 2. How long you are in this business? (i) (ii) 3. Ans. 4. Are you dealing in cooktop? Yes/no 5. How many cooktop brands you have? 1-4 4-8 (iii) (iv) 8-12 12 above What is your name? Date:___________

What is your monthly approximate income?

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(i) (ii)

1-2 2-3

(iii) (iv)

3-4 4 above6

Like:-Maharaja whiteline/sunflame/planet/surya/jindal/others______________ 6. How many cooktop you sale in 1 month? (i) (ii) 7. 1-15 15-30 (iii) (iv) 30-45 45-60

Which brand of cooktop you sale most? (i) (ii) Maharaja whiteline Sunflame (iii) (iv) Planet Surya (v) others____________

8.

Which type of cooktop you sell most? (i) (ii) 1 burner 2 burner (iii) (iv) 3 burner 4 burner

9.

Are you aware of the cooktop in which you deal? Yes/no

10. Ans. 11. Ans. 12. Ans. 13. Ans. 14.

Are you not dealing in __________________ cooktop?

Are you not satisfied with the price strategy/policy of________________ cooktop?

Are you not satisfied with the quality of __________________ cooktop?

Are you not satisfied with the servicing of ____________________ cooktop?

Are you getting the defective product replaced on time? yes/no

15. Ans.

Who is the distributor of ___________________ cooktop?

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16.

Are you satisfied with this distributor? yes/no

17. Ans. 18.

What problem you facing with this distributor?

Are you getting delivery on time from this distributor? yes/no

19.

Which brand salesman regularly visited towards you? Maharaja whiteline/planet/sunflame/Zen/ ____________________

20.

Which brand salesman visited less towards you? Maharaja whiteline/planet/sunflame/Zen/ ____________________

21.

Are you getting the new schemes timely of these brands? Maharaja whiteline/planet/sunflame/Zen/ ____________________

22. Ans. 23.

Are you aware of the function of maharajas cooktop?

What type of customers visited towards you? Higher class Middle class Lower class

24.

Are you able to give full information regarding cooktop in which you deal to the customers? yes/no

9. REFERENCES
[1] Suja R.Nair(2006),Consumer Behavior.Text and Cases Himalaya Publishing House Mumbai. [2] Kotler Philip and Greg Armstorng(2002),Principles of Marketing ,PHI Pvt. Ltd,New Delhi. [3] Agrawal,P.K. and Manoj Kumar,Consumer Behavior ,Pragati Prakasha [4] www.maharajawhiteline.com [5] www.google.com [6] www.quickmba.com [7] www.indiacom.com

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