Significant Considerations in the Purchase of Electronic Home

Appliances
Submitted by:
Reema Jaggi
University Roll o! " #$#%&&'(&)(
Submitted in partial fulfilment of the *+A program &,,#"&,))
PUJA+ C-..E/E -0 1ECH2CA. E3UCA12-4 .U3H2AA
Ac5no6ledgement
My training period had been a great learning experience and it wouldnt have been without
the support of various people, who helped me to accomplish my project successfully. I
express my sincere thanks to all those who had guided me in one or the other way.
I would like to thank *r! Hemant +halla7Associate *anager"*ar5eting84/odre9 :
+oyce *anufacturing Co! .td! for giving me an opportunity to prove my worthiness in the
Marketing Department of the company and providing me with an insight into the marketing
world. e always proved as an excellent project guide ! without his guidance this training
would not have been successful. I have seen in him an exceptional leader and will try to
follow and implement some of the techni"ues.
I would also like to thank all members of the Marketing Department who at all times treated
me as a part of their department and not as outside trainee. I am also thankful to the various
heads of departments and their assistants for sharing their experiences and also for giving
their valuable suggestions.
I would like to thank my mentor *s Chit6an +hutani who was there to guide me through
out my project and helped in the completion of the final report.
3ate: #
th
August4&,),
Place: .udhiana Reema Jaggi
3eclaration
I #eema $aggi of %&'( do hereby declare that this project relating to )Dealers perspective
regarding appliances* &ase +tudy on ,-D#($., has been prepared by after completing my
dissertation in the same, as a part of my re"uirements of the M/0 program of %&'( batch
1223*1244.
My guide to this project was Ms &hitwan /hutani.
Reema Jaggi
7University Roll o!
*+A 7+atch &,,#"&,))8
PUJA+ C-..E/E -0 1ECH2CA. E3UCA12-
Certificate")
'his is to certify that report entitled )Dealers %erspective regarding appliances* &ase +tudy
on ,-D#($. submitted for the degree of M/0 in subject of summer training report, is a
bonafide research project carried out by #eema $aggi, %&'( student under my supervision
and no part of this report has been submitted for any other degree.
'he assistance and help received during the course of investigation have been fully
acknowledged.
*s Chit6an +hutani
*a9or Advisor
U21 C-1E1S Pg!o!
A Chapter") Corporate profile
History
%irojsha ,odrej
Incorporation
&orporate timeline
/oard of Directors
0nnual sales
-rganisational chart
Corporate *ission
Corporate shared values
Corporate Care
/odre9 /roup Profile
/usiness %rofile
A6ards and Honours
+ranch .ocations and /odre9 /roup
/odre9 : +oyce *fg! Co! .td!
%roducts ! services
%roducts of appliance division
+hareholders
(mployees
+tatutory auditors
)"&#
Corporate concerns
'he %irojsha ,odrej foundation
'he +oonabai %irojsha ,odrej foundation
'he ,odrej memorial trust
5aoroji ,odrej center
S6ot Analysis
+an5ers
Human Resource
Planning
Chapter"& 0inancial analysis
Ratio analysis
1rend analysis
',"$;
C-1E1S" U21 + Pg!o!
$(
$#"<'
<$";)
;&"(,
()
(&
('
($
728 21R-3UC12-
7228 RE=2E> -0 .21ERA1URE
1he Study
5eed of +tudy
Research -b9ectives
72228 RESEARCH *E1H-3-.-/?
Concept of mar5eting research
Research design
.imitations of the research
Sampling design
.imitations of Study
72=83A1A AA.?S2S A3 21ERPRE1A12-
C-C.US2-
SU//ES12-S A3 REC-**E3A12-S
+2+.2-/RAPH?
AE@URE )

1able o! .ist of tables Pg!o!
)!)
$!)
$!&
$!'
$!$
$!<
$!;
$!%
$!(
$!#
$!),
$!))
$!)&
$!)'
$!)$
$!)<
$!);
$!)%
1rend Analysis
EAperience of 3ealers
+rands represented by dealers
Products represented by dealers
0actors considered 6hile dealing 6ith a brand
0actors influencing dealers to do more sales
EAtra benefits given on bul5 sales
3ealership 6ith /odre9 appliances
/odre9 products dealt by dealers
3isplay of /odre9 appliances
Products generating more sales
Reasons for lo6 sales of least saleable item
Satisfaction 6ith regard to companyBs offered services
Satisfaction 6ith regard to promptness
Satisfaction 6ith regard to promotional tools
Continuation of dealership 6ith /odre9
Reasons for Cuitting dealership 6ith /odre9
3ealersB preference to deal 6ith /odre9 in future
$<
;'
;$
;<
;;";%
;(
;#
%,
%)
%&
%'
%$
%<
%;
%%
%(
%#
(,
0ig o! .ist of 0igures Pg!o!
)!)
)!&
)!'
$!)
$!&
$!'
$!$
$!<
$!;
$!%
$!(
$!#
$!),
$!))
$!)&
$!)'
$!)$
$!)<
$!);
$!)%
1rend of 1urnover
1rend of et profit
1rend of EPS
EAperience of 3ealers
+rands represented by dealers
Products represented by dealers
0actors considered 6hile dealing 6ith a brand
0actors influencing dealers to do more sales
EAtra benefits given on bul5 sales
3ealership 6ith /odre9 appliances
/odre9 products dealt by dealers
3isplay of /odre9 appliances
Products generating more sales
Reasons for lo6 sales of least saleable item
Satisfaction 6ith regard to companyBs offered services
Satisfaction 6ith regard to promptness
Satisfaction 6ith regard to promotional tools
Continuation of dealership 6ith /odre9
Reasons for Cuitting dealership 6ith /odre9
3ealersB preference to deal 6ith /odre9 in future
$<
$;
$%
;'
;$
;<
;;";%
;(
;#
%,
%)
%&
%'
%$
%<
%;
%%
%(
%#
(,
U21"A
Chapter")
C-RP-RA1E
PR-02.E
H2S1-R?
%irojsha ,odrej
'he &ompany celebrated its centenary in 4336. In 4736 a young man named 0rdeshir ,odrej
gave up law and turned to lock making. 0rdeshir went on to make safes and security
e"uipment of the highest order, and then stunned the world by creating toilet soap from
vegetable oil.
is brother %irojsha ,odrej carried 0rdeshir8s dream forward, leading ,odrej towards
becoming a vibrant, multi*business enterprise. %irojsha laid the foundation for the sprawling
industrial garden township 9I+- 4:224*certified; now called %irojshanagar in the suburbs of
Mumbai. ,odrej touches the lives of millions of Indians every day. 'o them, it is a symbol of
enduring ideals in a changing world.
2ncorporation
(stablished in 4736, the &ompany was incorporated with limited <iability on March =, 43=1,
under the Indian &ompanies 0ct,434=.
Corporate 1imeline
4736 * ,odrej ! /oyce Mfg. &o. <td established
4347 * ,odrej +oaps <imited incorporated
43>4* ,odrej +tarted Manufacturing ?orklift 'rucks in India
4364* ,odrej 0grovet <imited began as an 0nimal ?eeds division of ,odrej +oaps
436: * @eg oils division in Aadala, Mumbai ac"uired
4332 * ,odrej %roperties <imited, another subsidiary, established
4334 * ?oods business started
4334 * ,odrej 0grovet <imited incorporated
433: * 'ranselektra Domestic %roducts ac"uired
433B * 'ranselektra forged a strategic alliance with +ara <ee C+0
4333 * 'ranselektra renamed ,odrej +ara <ee <imited and incorporated ,odrej
Infotech <td.
1224 * ,odrej &onsumer %roducts was formed as a result of the demerger of ,odrej
+oaps <imited. ,odrej +oaps renamed ,odrej Industries <imited
1221 * ,odrej 'ea <imited set up
122= * (ntered the /%- solutions and services space with ,odrej ,lobal +olutions
<imited
122: * ,odrej i&are <imited set up to provide a +afe ealthy (nvironment to
customers by providing professional pest management services
122> * ?oods business was merged with ,odrej 'ea and ,odrej 'ea renamed ,odrej
/everages ! ?oods <imited
1226 * ,odrej /everages ! ?oods <imited formed a $@ with 'he ershey &ompany
of 5orth 0merica and the company was renamed ,odrej ershey ?oods ! /everages
<imited
1227 * ,odrej relaunched itself with new colourful logo and a fresh identity music
+oard of 3irectors
Chairman : *anaging 3irector: JA*SH?3 ! /-3REJ
EAecutive 3irectors:
%hiroDe D. <am E (xecutive Director and %resident of the co.
Fyamas 0. %alia E (xecutive Director9?inance;
@ijay M. &rishna E <awkim Motors
0nil ,. @erma E %ersonal ! 0dministration
on"eAecutive 3irectors
0di /. ,odrej E &hairman * ,odrej ,roup
5adir /. ,odrej E MD G ,odrej Industries,
&hairman * ,odrej 0grovet
Favas 5. %etigara E &hemical consultant ! /usinessman
/ehram 0. athikhanavala E Management &onsultant
?ali %. +arkari E &hartered accountant
%radip %. +hah E ?inancial 0dvisor
0nita #amachandran E # consultant
Sales 7including eAcise duty8
?iscal Hear 1227*23E Rs! $' billion 7USD (() million8
&ombined +ales of the &ompany and its major subsidiaries and
affiliates, for ?H 1227*23E Rs! ),% billion 7USD &!' billion8
-rganisational Chart
0+M 0+M
0+M
0+M 0+M 0+M
,eorge MenDes
9&--;
Famal 5andi
9@%*+ales ! Marketing)
Mohali
/ranch
#amandeep +ingh 'rehan
9,M*+ales;
43
/ranches
0tin
#+M*aryana
/ikram $it +ingh
#+M*%unjab
@ijayesh #ana
#+M*&handigarh
#amesh &hembath
ead*Marketing
emant /halla
0M*Marketing
Corporate mission
Ae shall operate in existing ! new businesses which capitaliDe on the ,odrej brand
! our corporate image of reliability and integrity.
-ur objective is to delight our customers, both in India and 0broad.
Ae shall strive for excellence by nurturing, developing ! empowering our employees
! suppliers.
Ae shall encourage an open atmosphere conducive to learning ! team work.
Ae shall achieve these objectives through continuous improvement in "uality, cost !
customer service.
Corporate Shared =alues
&ommitment to "uality
Dedication and commitment
&ustomer orientation
onesty ! integrity
<earning organiDation
-penness ! transparency
'eam work
#espect, care ! concern for people
'rust
Corporate Care
0s we complete our first century and enter the next one, our vision shines on with
brightness our founder intended* 'he concept of trusteeship of wealth.
/egun with a spontaneous donation of #s.= lac to the 'ilak fund by 0rdeshir ,odrej,
this initiation of philanthropy was strengthened by %irojsha ,odrej, who made it a
corporate policy.
0long with housing, schooling, medical aid ! paid leave to workers, %irojsha was
also deeply concerned about environmental ! social causes.
'his vision continues to be the leading light in our lives.
/odre9 /roup Profile
+tarted in 4736 as a locks manufacturing company, the ,odrej ,roup is today one of the
most accomplished and diversified business houses in India. ,odrej8s success has been driven
by the company8s commitment to delivering innovation and excellence. 'hrough the
consistent application of this commitment and a century of ethical business conduct, ,odrej
has earned an unparalleled reputation for trust and reliability.
In 43=2, ,odrej became the first company in the world to develop the technology to
manufacture soap with vegetable oilsI that spirit of innovation has continued throughout the
organiDation8s history. 'oday ,odrej is delivering consumers exciting innovations across a
spectrum of businesses. 'he company8s pursuit of excellence is e"ually well established and
enduring.
In the 43:: Mumbai docks blast, ,odrej safes were the only security e"uipment whose
contents were unharmedI an e"ual level of product "uality continues to be expected from
every product bearing the ,odrej brand name. ,odrej management understands that the
company8s greatest asset is the trust and faith that consumers have reposed in it, and
recogniDes that the company must continue to earn this trust.
'his translates to the organiDation delivering outstanding "uality and value in everything it
does.
,odrej8s ethical and visionary practices have allowed the company to successfully expand
into a number of businesses. 'oday ,odrej is a leading manufacturer of goods and provider
of services in a multitude of categoriesE home appliances, consumer durables, consumer
products, industrial products, and agri products to name a few. 0 recent estimate suggested
that =B2 million people across India use ,odrej products. 'he group has more recently
entered the real estate and information technology sectors, and management views these as
avenues for enormous growth.
'he ,odrej ,roup stands in a strong position today. Aith annual sales in excess of J4 billion,
a workforce of approximately 47,222, and a strong diversified portfolio, ,odrej has proven
its ability to deliver strong financial performance.
+usiness profile
,odrej group of companies are todays one of the largest engineering and consumer products
company in the country having varied interests from engineering to personal care products
with a total sales turnover of about C+J 4.6 bn.
It is also one of the most respected corporate houses known for its philanthropy and initiation
of labour reforms besides being recognised for its values of fair, transparent and ethical
dealings.
'he company has the following businesses which manufacture and market a wide range of
consumer durables and industrial productsE
Chemicals
Ae are Indias leading manufacturers of oleo chemicals and over hundreds of different
industrial chemicals. Aith our global reach spreading wings across :2 countries, we were
conferred the prestigious exports award by &hemexcil for = consecutive years in 4337*33,
4333*22 and 1222*24.'he products in our portfolio are used in a variety of applicationsE
cosmetics, tyres, detergents, pharmaceuticals, cigarettes, toothpaste and more.
Associate Companies
/odre9 Properties
,odrej %roperties was incepted in 4332 with an aim of providing ultra*modern townships to
discerning customers at affordable prices. It adheres to a simple philosophy of providing
exemplary service based on the optimal use of available resources.
/odre9 Consumer Products
,odrej &onsumer %roducts is a major player in the Indian ?M&, market with a huge
portfolio of products in the form of personal, hair, and household ! fabric care segments.
Aith = state*of*art manufacturing facilities at Malanpur 9M%;, ,uwahati 90ssam; and /addi
9%;, this division employs 3B2 people across these industrial plants.
/odre9 Household Products
,odrej ousehold %roducts <imited 9,%<; is a wholly owned subsidiary of ,odrej
&onsumer %roducts <imited. Aith strong brands like ,ood Fnight, I', $et, 0mbipur,
/rylcreem and Fiwi, ,%< is the market leader in the Indian household insecticides
category and has a dominant presence in the air care, shoe care and male hair care markets.
/odre9 Hershey
,odrej ershey is one of the most respected business conglomerates established in 122> with
a prime focus on the food division. 'he range of products from the house of ,odrej ershey
covers a number of popular products in the segment of &onfectionery, 5on &arbonated
/everages, &ooking 0ids, %acket 'ea and (dible -il.
/odre9 Agrovet
,odrej 0grovet, formerly a division of ,odrej +oaps <td. was reformed in 4364 with a focus
on the agricultural sector. -ver the years this division has developed a close relationship with
farmers with its innovative offerings in the form of animal feed, oil palm plantations,
agrochemicals and poultry.
A6ards and Honours
,odrej &onsumer %roducts <imited ranks3th in the ,reat %lace to Aork +urvey for
1227 .
,&%<, the ighest #anked Indian ?M&, in 0sia8s ot ,rowth &ompanies8 <ist by
/usiness Aeek .
,odrej &onsumer %roducts <td. has been ranked4:th in 'he /est
&ompanies to Aork ?or study. 'his study was jointly conducted by /usiness 'oday,
Mercer and 'aylor 5elson +ofres 9'5+;
,odrej &onsumer %roducts #anks>th in ('*ewitt /est (mployers of India survey .
,&%< ranked4Bth in ,reat %laces to Aork 122> survey .
'he &orporate &itiDen of the Hear 0ward given by (conomic 'imes.
?lagship brands ,ood knight,&inthol and (Dee selected +uper brands by the +uper
brands &ouncil.
,odrej +ara <ee, the $@ between the ,odrej ,roup and +ara lee &orporation, C+0 is
acknowledged the Aorld8s largest mat manufacturers and +outh 0sia8s largest
manufactures of &oils.
,odrej &onsumer %roducts <imited, adjudged as a /usiness +uper brand by the
+uper /rands &ouncil.
'he #eturn on &apital (mployed and #eturn on 5et Aorth ratios of ,odrej
&onsumer %roducts * the highest in corporate India.
,odrej &onsumer %roducts was awarded the K/est Managed AorkforceK award given
by ewitt 0ssociates and &5/& '@47.
,odrej &onsumer %roducts features in the top 1B list of ,reat %laces to Aork
9survey conducted by ,row 'alent in association with /usiness Aorld; for four years
in a row.
<ifetime 0chievement 0ward for ,odrej Industries from &(M(L&I< the basic
chemical pharmaceuticals and cosmetics experts promotion council
122> <alji Mehrotra ?oundation 0ward for (xcellence, conferred by 5ational +ociety
for ("ual -pportunities for the andicapped. ,reat +on of India 0ward given to
+ohrab ,odrej by 5ational &onvention for %rotection of India8s #esources and
(nvironment.
122B/5+ ,reen ,overnance 0ward for the &ategory * &onservation ! #estoration
of abitat, awarded to ,odrej ! /oyce Mfg. &o. <td
122=(conomic 'imes &orporate (xcellence 0ward for &orporate &itiDenship
433: 5isarga Mitra 0ward from #otary &lub of /ombay, @ikhroli for
(nvironmental &onservation
4334 Indira ,andhi %aryavaran %uraskar awarded to +ohrabji ,odrej.
4373 Institution of (conomic +tudies <ok +hree 0ward for +ocial &ommitment
towards the societ

5ew Delhi
,haDiabad
$aipur
<ucknow
?aridabad
&handigarh

Mumbai Folkata
0hmedabad /hubneshwar
/hopal ,uwahati
$abalpur
%une
&hennai
/angalore
&oimbatore
yderabad
Fochi
'rivandrum
@ishakhapatnam

2nternational operators
CF
Branch




Locations

5etherlands
+outh 0frica
Fenya
Fingdom of +audi 0rabia
/ahrain
C0(
-man
+ri <anka
/angladesh
@eitnam
Malaysia
+ingapore
/odre9 /roup Structure
/odre9 and +oyce *fg! Co! .td!
Products and Services
APP.2ACES 72S- #,,)E)$,,)8
#efrigerators, Aashing Machines, 0ir &onditioners, Microwave -vens and D@D %layers
F21ER2-G 0UR21URE 72S- #,,)E)$,,)H -HSAS )(,,)8
-ffice ?urniture * Desking, +eating, -pen %lan -ffice +ystems, &omputer , furniture and
+toragesI ome ?urniture * <iving, Dining and /edroom furnitureI Fitchen cabinets.
<aboratory furnitureI Marine accommodationI ealthcare furnitureI 'urnkey interiorsI
&arpet tilesI Mattresses
.-CIS 72S- #,,)E)$,,)H -HSAS )(,,)8
%adlocks, ?urniture locks, Mechanical and electromechanical door locks,
Door &ontrols, 0rchitectural and ,lass ardware, &ustomiDed solutions ! )&artini. range
of +cissors, Fnives and Fitchen 0ccessories
SECUR21? S-.U12-S 72S- #,,)E)$,,)H -HSAS)(,,)8
+trong #oom Doors, +afe Deposit <ockers, DataM0'M +afes, /urglary and ?ire #esisting
+afesI #ecord ! ?iling &abinets, &ash /oxes, &offers,
(lectronic +afes, otel +afesI &urrency +orters ! &ash &ounting MachinesI ?ire Doors,
)(ntranDa. ome DoorsI Marine Doors ! atchesI %remises +ecurity +olutionsI
+urveillance, +canning and +creening +ystemsI /aggage +canners, Door ?rame Metal
Detectors, 0ccess &ontrol +ystemsI ?ire and /urglar 0larm +ystems, @ideo Door %hones
FPR2*AG =E32/ A3 AU32-"=2SUA. S-.U12-S 72S- #,,)8
@ending Machines and -perations 9+ervices;, 0udio @isual +olutions
S1-RA/E S-.U12-S 72S- #,,)8
+helving and #acking systems 9+tatic and Mobile;, Drive*in +ystem,
&antilever +ystem, MeDDanine ?loors, ,ravity ?low +ystem, +pecial
Aarehousing +olutions, 'ool +torage &abinets, Aork surfaces, 'rolleys and Aarehousing
&onsultancy
*A1ER2A. HA3.2/ 72S- #,,)E)$,,)H -HSAS )(,,)8
?orklift 'rucks 9Diesel, (lectric and <%,; and 0ttachmentsI Aarehouse
'rucksI 'yre andlersI 'ele andlersI &ontainer andling 'rucksI Industrial &leaning and
%ersonal 0ccess ("uipmentI +pare %arts, +ervice and Maintenance &ontractsI 'rucks on
ire, %re*owned 'rucks.
23US1R2A. PR-3UC1S 72S- #,,)E)$,,)8
+heet Metal Dies, Die &asting Dies, 'hermo*compression Moulds, +pecial %urpose
Machines, $igs and ?ixtures, igh %recision &omponentsM("uipment for (ngineering and
allied industries, +heet Metal
Aorking Machines G +ales and +ervice
PR-CESS EJU2P*E1 72S- #,,)E)$,,)H -HSAS )(,,)H AS*E KUB4
KU&B4KU'B4 KSBH ++2 KRBH A3 *er5blatt KHP,BH Chinese KSE.-B8
eavy Aalled #eactors, igh %ressure @essels, igh %ressure +hell and
'ube eat (xchangers, #eactorM'ower Internals and 'rays
E.EC1R2CA.S A3 E.EC1R-2CS 72S- #,,)E)$,,)4 -HSAS )(,,)8
/usbar %ower Distribution +ystems, &ompressors and &ompressed 0ir
&ontrol +ystems, Industrial (lectronics and 0utomation, (nergy
&onservation and ,reen /uilding +ervices, 'urnkey (lectrical and %ower
Infrastructure %rojects
F.A>I2*G E.EC1R2C *-1-RS 72S- #,,)E)$,,)E)%,&<4 C*R24 U.8
Motors 9?%, &ustom*designed and Metric Motors for ermetic, @0&,
,eneral %urpose 0pplications;, &alibration and 'esting 9(lectro*technical
and 'hermal &alibration;
C-S1RUC12- A3 REA. ES1A1E
72S- #,,)E)$,,)H -HSAS )(,,)8
#eady Mix &oncrete, &onstruction %rojects, %roperty Development, #eal
(state <easing and +ervices updated
Products of the appliance division
o Refrigerators
3irect cool
&old ,old Deluxe
%antacool @1
%antacool
0xis
5o.4
,D& 442
(dge
0rost free
(-5
%antacool
o Air conditioners
Split AC
Mirror star series
+ilver line series
%earl series
Ivory series
>indo6 AC
5avigator series
Maxi miser series
o >ashing machines
?ully automatic
+emi automatic
o *icro6ave ovens
+team
&onvection
,rillMcombination
+olo
SHAREH-.3ERS
+ince its inception, the &ompany is controlled by the ,-D#($ family based in Mumbai,
India. Its shares are not listed on any +tock (xchange. 0bout one*fourth of the &ompany8s
share capital is held by %irojsha ,odrej ?oundation, a public charitable trust.
E*P.-?EES
),4%,, 9including 1,222 in +ales and +ervice;
S1A1U1-R? AU321-RS
F0<H05IA0<<0 ! MI+'#H, &hartered 0ccountants
Corporate concerns
'he concept of trusteeship of wealth. /egun by the founder Ardeshir /odre9 through a
spontaneous gesture of a #s. =*lakh donation in 431> to the 'ilak ?und for the upliftment of
arijans. 0cknowledged by the Mahatma as the biggest contribution he had received for the
cause.
'he initation of philanthropy by 0rdeshir was strengthened by his brother Piro9sha, who
made it a corporate principle for the ,odrej group. 0nticipating labour legislation by
providing housing, schooling 9epitomised today in the ,odrej Cdayachal +chools;, medical
aid and paid leave to workers. (nvironment and social concerns were e"ually vital to his
vision. 0nd to the vision of his sons, among whom, the yongest, aval set up the ?oundation
for #esearch in &ommunity ealth and the ?oundation for Medical #esearch along with
@asant +heth of ,reat (asten +hipping &o. 0rdeshir8s vision is alive and throbbing. 'hrough
organisations that have taken the trusteeship of wealth as a mission of their own.
1he Piro9sha /odre9 0oundation
1he Piro9sha /odre9 0oundation, established in 4361, owns one*third shares of the holding
company, ,odrej ! /oyce Mfg. &o. <td. 'he income from dividends is utilised for
promoting the objectives of the 'rust, which includes providing medical relief to the poor and
critically ill, educational aid to students, and relief funds in case of natural disasters.
0part from promoting culture and the time arts 9through the ,odrej Dance 0cademy;, sea
cadets 9/oating +ection;, libraries, school, blood banks, 'he ,odrej /aug for low income
people, the #ed &ross Disaster &enter at @ikhroli and the %irojsha ,odrej Memorial Aing at
/reach &andy ospital are born of this foundation.
+ignificant contribution have been made to, among others, the Aorld Aide ?und for 5ature*
India, the /ombay (nvironment 0ction ,roup, the <atur (arth"uake #elief ?und, the 0ndhra
&yclone #elief ?und, the %rime Minister #elief ?und and the &hief Minister #elief ?und.
1he Soonabai Piro9sha /odre9 0oundation
1he Soonabai Piro9sha /odre9 0oundation, founded in March, 436:, it provides fund for
education, and other worthy causes. 'he trust maintains large tracts of protected land for two
separate projects * the conservation of mangroves and building an integrated housing colony
for lower and middle income groups in association with the ousing Development ?inance
&orporation.
1he /odre9 *emorial 1rust
1he /odre9 *emorial 1rust, established in 433:, the 'rust is a voluntary, non*religious,
non*sectarian, non*political charitable trust which is involved in maintaining hospitals,
clinics, dispensaries and providing medical relief to the underprivileged. 'he 'rust runs a
clinic in 5ew Delhi which provides facilities for operations, examinations, immuniDation,
counseling and family welfare. 'he 'rust has also initiated a project to establish a specialised
hospital near Delhi.
1he aoro9i /odre9 Center
1he aoro9i /odre9 &enter for %lant #esearch, started in 4331, the &enter is involved in
basic and applied research in horticulture, pisiculture, sericulture, floriculture and
preservation of endangered species. /eside this, it ac"uires land to conduct the above
activities on and ties up with institutionMindividuals to successfully execute community
projects. Its seven primary projects include the conservation of threatened plant species,
development of an ideal village and mass propagation of medical plants.
S6ot analysis
Strength
,ood corporate image
(xperience in the line
Nualitative products
>ea5ness
Ineffective promotional tools
Aeak branding
Inappropriate variants of products
-pportunities
Innovation in the product line
1hreat
&ompetitors grab on the market
&ompetitors expansion in the market at a faster pace
+AIERS
&entral /ank of India
Cnion /ank of India
&itibank 5.0.
I&I&I /ank <td.
+tate /ank of %atiala
0xis /ank <td.
(xport*Import /ank of India
Human Resource
Ahat drives ,odrej Industries <imited employees is the positive outlook towards work in an
environment of change that encourages innovation and lateral thinking to harness new concepts for
increasing maximum efficiency. 'he ,odrej Industries employee is determined, ready to learn and
committed to meeting and raising the organiDation8s standards of "uality, bringing the organisation to
the very forefront of the global ?M&, and beverage industry.
-ur employee is determined, loyal, committed and eager to learn and we provide this platform like
every other growing global entity. 0 complete teamwork is highly appreciated. (very ,odrej
Industries employee works in harmony to reach higher goals and strive to take the organiDation
forward. ?orming a team, whose sole purpose is to achieve its target under any circumstances, a team
that never compromises on "uality and inner strength. 'he ,odrej Industries <imited uman #esource
Department has initiated a metamorphosis within the organiDation * a phase of change to compete and
excel globally for future. #D believes in the dynamics of changeE if we always do what we had
always done, we will always get what we always got and we nurture a constant urge to achieve
something beyond the expected
'o implement this change, ,odrej Industries <imited is working to increase efficiency while reducing
unnecessary costs
and expenses. 'he # has design a tailor*made # roadmap, giving a new dimension to the #
systems and processes, leading the organiDation towards an effective human engineering process.
#D works towards enhancing the effectiveness and the efficiency of ,odrej Industries <imited by
enriching individual maps of reality, by supporting personaliDed growth of the individuals, by
improving team*spirit and inter*personal communication of the organiDation8s members.
It not only believes in harnessing internal pools of knowledge but also provides its employees a
platform for knowledge integration with internal as well as external sources. 'he ,odrej Industries
<imited human resources department has become an eventful place with a focus towards attraction,
retention and development of talent, as it surges ahead to set higher performance thresholds. -ur #
motto states that * KAe not only believe in blending +pirits into ?M&, but also blending 0spirations
into &areer.
+election of any employee depends on the need in any sector. ?or this the particular department of
organiDation define the "uality needed in employee and after this the # department post the job on
different web sites, hire consultant or take placement from different colleges.
%romotion of the employee depends on the capability of employees learning means if the employee
can have ability or eagerness to learn the work of other department beside his work he will be
promoted. 0lso after the experience and "uality of work any employee is promoted. 'raining and
Development is a part of any organiDation. ,odrej Industries <imited believes in leveraging
technology to help it gain a competitive edge in the market place. ,odrej has been one of the first
companies in the ?M&, M &hemical industry. +o they organiDe training program time to time
Planning
Hundal7&,,(84 FSignificant considerations in the Purchase of Consumer Durables
concluded in his study that the consumers have a preferenceMloyalty towards particular
brand of consumer durables and are not ready to buy any other brand so easily.
<ocation convenience and Dealer relationship is one of the most consideration followed
by the 0fter +ales +ervices and @ariety provided by the brand also play a crucial role.
Instalment facility is also an important consideration which cannot be ignored at all. 0ll
these factors create intensity of /rand <oyalty towards a particular brand.
Ihanna7&,,(8, godrej launches DAC plus washing machines in his article pointed
out that ,odrej 0ppliances launched a range of washing machines with D0& O
9dynamic a"ua*power control; technology with enhanced features in the fully automatic
top*load segment. 'he company introduced washing machines with D0& technology in
+eptember last year. 'he technology enables the washing machine to adjust to water
and power cuts. 'he memory back*up enables the machine to start the wash from
exactly where it had stopped in case of power failure. 'he overflow rinse, soft dry and
water optimiser features enables it to customise water level selection. +peaking at the
launch, Famal 5andi , @ice %resident , +ales and Marketing, said the price range of
different variants would be #s. 41222*4>222.
+halla7&,,%8 Godrej invests in Oone!"riendl# $efrigerators in his article revealed
that Indian refrigerator and washing machine company ,odrej 0ppliances, <td.
recently announced it has invested :> million rupees9about J331,>7:; in its facilities in
Mohali and @ikhroli, India to support the development of &?& , ?& and &?&* free
refrigerators. 0dditionally, the company said it plans to reenter the air conditioning
market, after exiting the retail 0M& segment.
1rivedi7&,,%8 Godrej %O& $ange 'St#lish Outside( Smart )nside* in his article
remarked that the (-5 range is a distinct group of products catering to the premium
market segment, where attractive looks and novel features are also an important
consideration for the customer, besides "uality manufacturing and service* which
,odrej is well known for. Designs base on in*depth consumer research, the (-5 range
represents a perfect blend of aesthetics and innovative features that bring life to the
home or office where they are proudly placed. Nuite simply, (-5 is a beautiful range
from ,odrej 0ppliances that gives you products you always desired which areE. +tylish
-utside, +mart Inside..
*eneLes7&,,%84 %O& +icrowave Ovens revealed that the (-5 brand was extended
into Microwave -vens with Indias first ever +team Microwave -ven that cooks
delicious, healthy dishes without destroying the nutrient value or texture of the
ingredients. Aith the growing health conscious market, especially among the upper
income bracket, this innovative ),odrej Microsteam. with its uni"ue steam cooking
mode in addition to the regular modes, has been well received in the market and is
targeted for larger growth in the upcoming season. In %unjab, ,odrej Microwave -vens
have grown by 4>6P in terms of volume in this category9 $an*$un 26 @s. $an*$un 2>;.
*eneLes7&,,%84 FGodrej Appliances to focus on %O& $ange in Punjab in his article
concluded that ,odrej 0ppliances, a leading player in the ome 0ppliances industry in
India has shown tremendous success with its (-5 range of refrigerators, air
conditioners and microwave ovens since their launch. (ncouraged by the success and
positive feedback from the market, ,odrej 0ppliances plans to increase its thrust on its
(-5 range across %unjab and the north markets where it sees huge potential. %unjab is
a high potential market for ,odrej 0ppliances where we have always received strong
acceptance of our products. Ahile it will continue to strengthen its expansion in the
state with a larger range of innovative and energy efficient products, they plan to give
special focus to the (-5 range, where it has seen a lot of demand from the market.
%unjab is a very progressive state where increased household incomes and modern
lifestyles have indicated an increasing demand for premium products. +oon they will
also introduce Aashing Machines and ome 'heatre +ystems under the (-5
umbrella..
1rivedi7&,,%84Godrej to put %O& ,rand on Premium $ange concluded that ,odrej
0ppliances, a division of ,odrej ! /oyce Mfg &o. <td. as decided to use its (-5
brand, introduced last year for a new range of frost*free refrigerators, for all its
premium appliances in a brand makeover. /y the end of 1226, (-5 would figure on
all its premium products. Famal nandi, vice*president for sales ! marketing , said
,odrej first introduced its (-5 brand last year on a new range of frost*free
refrigerators .5ow, it aims to bring its steam microwave oven, washing machines and
D@Ds under the (-5 brand by the end of 1226. ?or its appliance business alone ,
,odrej is aiming at a :2P growth in 1226*27.
*eneLes7&,,;84 Godrej loo-s at doubling its microwave mar-et share b# ./!.0
concluded that ,odrej 0ppliances, the flagship division of the #s. B,B22 crore ,odrej
! /oyce &o <td, is planning to double its market share in the microwave category to
42 per cent by 1226*27 end through sale of approximately one lakh units. 'he industry
is all set to grow at more than 62 per cent in the coming year and is expected to cross
sales of ten lakh units. Ae target to garner a share of 42 per cent of this sales by ?H
26*27 end.
andi7&,,;84 Godrej 1 ,o#ce plans to enter C23 segment remarked that ,odrej !
/oyce is planning to expand its business in the consumer durable space with a full G
fledged entry into the consumer electronics market. 'he appliance division of the
company has been traditionally selling refrigerators and lately air*conditioners,washing
machines, microwave ovens and D@D players. It is now also looking to enter the
colour '@ segment.the company is looking at various business models to enter the
market, including product*sourcing tie*ups.
Ra9endran7&,,;84 Godrej launches microwave ovens( concluded that the appliance
division of ,odrej ! /oyce recently introduced the new range of microwave ovens for
convenient B*star cooking for all households. 'he executive chef, 'he #adisson
&hennai, demonstrated mouth Gwatering, P*star dishes prepared in a "uick and
convenient manner, using ,odrej Microwave ovens. (minent nutritionist +ushila
%urshottam +harangdhar, director G(0< 9ealth (ducation and <ifestyle
Management;, shared nutrition benefits and tips on safe cooking using a microwave
oven.
*eneLes7&,,;84 Construction plans for proposed 4567(...(... refrigerator plant in
his article concluded that 9,!/ 0ppliances division;, given growth projections that his
company has set for its appliance division, ,-D#($ 0%%<I05&(+ ,its urrent
manufacturing capacity would not be sufficient tp meet the demand. ,!/ ,for that
matter, is targeting a growth of =BP to:2P.in addition, the company also said to be
seeking to add a number of innovative product both in terms of design and technology
in the coming months. 0s a result, ,-D#($ 0%%<I05&(+,,!/s largest division, is
currently gearing up tp build its =
rd
refrigerator plant at +hirval, India.
Jain7&,,;84Godrej appliances targets 678 growth in 5..9 revealed that the
appliances division of ,!/ is targeting at least 4B per cent growth in 122>*26.In 122B*
2>, the appliance division achieved #s>22 crore business and in the current fiscal it will
be looking at least 4B per cent growth. Aith new products, the appliance division will
expand very fast but the management is yet to finalise the company projection.
Chapter"222
Research methodology
Concept of mar5eting research
*ar5eting research is the systematic gathering, recording, and analysis of data about issues
relating to marketing products and services. 'he term is commonly interchanged with
mar5et researchI however, expert practitioners may wish to draw a distinction, in that
mar-et research is concerned specifically with markets, while mar-eting research is
concerned specifically about marketing processes.
Role of mar5eting research
'he task of marketing research is to provide management with relevant, accurate, reliable,
valid, and current information. &ompetitive marketing environment and the ever*increasing
costs attributed to poor decision making re"uire that marketing research provide sound
information. +ound decisions are not based on gut feeling, intuition, or even pure judgment.
Marketing managers make numerous strategic and tactical decisions in the process of
identifying and satisfying customer needs. 'hey make decisions about potential opportunities,
target market selection, market segmentation, planning and implementing marketing
programs, marketing performance, and control. 'hese decisions are complicated by
interactions between the controllable marketing variables of product, pricing, promotion, and
distribution. ?urther complications are added by uncontrollable environmental factors such as
general economic conditions, technology, public policies and laws, political environment,
competition, and social and cultural changes. 0nother factor in this mix is the complexity of
consumers. Marketing research helps the marketing manager link the marketing variables
with the environment and the consumers. It helps remove some of the uncertainty by
providing relevant information about the marketing variables, environment, and consumers.
In the absence of relevant information, consumers8 response to marketing programs cannot be
predicted reliably or accurately. -ngoing marketing research programs provide information
on controllable and non*controllable factors and consumersI this information enhances the
effectiveness of decisions made by marketing managers.
'he role of marketing research in managerial decision making is explained further using the
framework of the KD(&ID(K modelE
D
Define the marketing problem
(
(numerate the controllable and uncontrollable decision factors
&
&ollect relevant information
I
Identify the best alternative
D
Develop and implement a marketing plan
(
(valuate the decision and the decision process
1he study
eed of study
,odrej is a big brand name but the emergence of other market players 9<,, +amsung and the
like; in the appliance industry, has set a big benchmark and has also affected ,odrejs market
position adversely. 'he company has not been able to make a huge success in this segment
despite its extensive promotional campaigns and vast experience in the field. &ustomers are
the lifeblood of every business and its success largely depends on how it satisfies its
customers. &ustomer purchase preferences are affected by a number of reasons. In addition to
this, <ocation convenience and Dealer relationship is one of the most consideration followed
by the 0fter +ales +ervices and @ariety, in building a good brand image. /oth these concepts
have been taken into consideration to study the factors affecting the customer purchase
preference and also the dealers perspective to deal with a particular appliance brand.
'hus this study is aimed to provide the management with some knowledge about its status in
market both in terms of sales and customer awareness. 'he research also aims to provide
some ideas to improve the companys present condition.
Research ob9ectives
'o identify the factors which have a bearing on customers purchase decision
regarding appliances &onsumer
'o understand the customers outlook towards ,odrej appliances +urvey
'o evaluate the dealers motive behind dealing in a particular brand. Dealer
'o study the dealers views about ,odrej appliances. +urvey
9a; 'o identify which appliances are more saleable and which are
less saleable
9b; 'o identify reasons for low sales of the least saleable appliance
9c; 'o know the satisfaction level of dealers for ,odrej.
9d; 'o know how ,odrej can improve its present position.
Sources of data
'here are two main sources of data * primary and secondary.
PR2*AR? RESEARCH is conducted from scratch. It is original and collected to solve the
problem in hand. SEC-3AR? RESEARCH already exists since it has been collected for
other purposes. It is conducted on data published previously and usually by someone else.
+econdary research costs far less than primary research, but seldom comes in a form that
exactly meets the needs of the researcher.
'his research involves both primary and secondary sources of data collection.
'he primary information has been collected from electronic appliance dealers and
consumers in the form of +chedules.
'he secondary information was gathered from various company manuals.
Research design
0 research design is the arrangement of conditions for collection and analysis of data in a
manner that aims to combine relevance to the research purpose with economy in procedure.
In fact, the research design is the conceptual structure within which research is conductedI it
constitutes the blueprint for the collection, measurement and analysis of data. -ne may split
the overall research design into following partsE
a; the sampling design which deals with the method of selecting items to be observed for the
given studyI
b; the observational design which relates to the condition under which the observations are to
be madeI
c; the statistical design which concerns with the "uestion of how many items are to be
observes and how the information and the data gathered are to be analyDed
d; 'he operational design which deals with the techni"ues by which the procedure specified
in the sampling, statistical and observational design can be carried out.
1he research design for this pro9ect is descriptive!
Research instrument
'he primary data was obtained during the course of doing research in a systematic manner
with the help of SCHE3U.ES!
'his method of data collection is very much like the collection of data through "uestionnaire,
with little difference which lies in the fact that schedules 9proforma containing a set of
"uestions; are being filled in by the enumerator. 'hese enumerators along with schedules, go to
respondents, put to them the "uestions from the proforma in the order the "uestions are listed
and record the replies in the space meant for the same in the proforma. In certain situations,
schedules may be handed over to respondents and enumerators may help them in recording
their answers to various "uestions in the said schedules. (numerators explain the aims and
objects of the investigation and also remove the difficulties which any respondent may feel in
understanding the implications of a particular "uestion or the definition or concept of difficult
terms. 'his method of data collection is very useful in extensive en"uiries and can lead to fairly
reliable results. It is, however, very expensive.
In this study, each (lectronic 0ppliance Dealer and &onsumer was asked the "uestions written in
the schedule. (verything was explained to them if in case they didnt understand something and
thus their responses were noted down.
Sampling design
0 sample design is a definite plan for obtaining a sample from a given population. It refers to
the techni"ue or procedure the researcher would adopt in selecting items for the sample.
+ample design may as well lay down the items to be included in the sample i.e., the siDe of
the sample. +ample design is designed before data are collected. 'here are many sample
designs from which a researcher can choose. +ome design is relatively more precise and
easier to apply than others.
Population
%opulation refers to part of universe from which the sample for conducting the research is
selected. Cniverse and population can be same in some researches. It may be finite or infinite.
In finite universe the number of items is certain, but in case of infinite the number of item is
infinite i.e., we cannot have an idea about the total number of items.
'he population for this study is finite i.e. all electronic appliance dealers and consumers in
<udhiana.

Sampling unit
+ampling unit refers to smallest possible individual eligible respondent. In this study the
sampling unit is
9a; 0ny electronic appliance dealer, and
9b; 0ny electronic appliance user in <udhiana
Sampling siLe
'his refers to the total number of respondents selected from the universe to constitute a
sample. 'he siDe of the sample should neither be excessively large, nor too small. It should be
optimum. 0n optimum sample is one which fulfils the re"uirement of efficiency,
representative ness, reliability and flexibility. 1he sample siLe for this research is &< in case
of dealers and <, in case of customers!
Sampling frame
?rame is the list of respondents i.e., list of all appliance dealers and customers in <udhiana .
Sampling techniCues
In this research study, non*probability convenience sampling is opted for. &onvenience
sampling is done purely on the basis of convenience or accessibility. 'his sampling method
has been mainly chosen because of time, lack of dealers knowledge and lack of expertise.
.imitations of Study
'he scope of the research was wide enough but the research was limited to <udhiana
only.
5ot all the dealers and customers could be contacted due to the lack of time.
'he individuals being observed might behave in a different way when they know they
are being observed and thus data collected may not be a true picture of the actual self.
,enerally, respondents were busy in their work and were not interested in responding
correctly.
Ahile every effort was made to get the "uestionnaire filled personally, even then
some elements of biasness might have crept in. +ome respondents themselves were
not clear about their likings and choices
Chapter"2=
3ata analysis and 2nterpretation
7A8 3ealer survey
1able $!): EAperience of dealers

Particulars o! of respondents Percentage
<ess than an year 4 :
4*= yrs. 4 :
:*> yrs. : 4>
6*42 yrs. 6 17
More than 42 yrs. 41 :7
'otal 1B 422

0ig $!)
Analysis : interpretation
0s is clear from the table and figure, :7P of the respondents9dealers; had an experience of
more than 42 yrs, closely followed by 17P of the respondents having an experience of 6*42
yrs.
+ince majority of the dealers have a huge experience in the field, so they are in a better
position to tell which brand is having a good market presence, ie. Ahich brand is preferred
more and how strong competition it gives to ,odrej.
1able $!&: +rands represented by dealers.
Particulars 1otal
<, 44
+amsung 41
,odrej B
Ahirlpool B
-thers 4:

0ig $!&
Analysis : interpretation
-f the 1B respondents, most of the dealers were dealing in other brands of appliances, which
include I?/, @oltas, %anasonic etc. 'his is closely followed by +amsung and <,, whereas
few dealers are dealing in ,odrej and Ahirlpool.
'he data clearly interprets that very few dealers are dealing in ,odrej ,but they are keeping it
with other brands of appliances. +amsung is the most preferred brand
amongst all.
1able $!': Products represented by dealers
Particulars 1otal
#efrigerator 1
Aashing machine 2
0& =
Microwave 2
0ll above 11
0ig $!'
Analysis : interpretation
Most of the dealers were dealing in all the four appliances, ie. #efrigerator, washing machine ,0&
and microwave, and there are very few dealers91 or =; who are keeping refrigerator and 0& alone.
1able$!$ 0actors considered 6hile dealing 6ith a brand
Particulars 1otal
Customer choice :7
+rand image 62
Services >3
Schemes 411
1rade margins 461
Colour 14B
=ariety 4=2
3iscount 4B3
CompanyBs incentives 4:2


0ig $!$
Analysis : interpretation
'he most important factor which dealers consider while dealing with a particular appliance
brand is customer choice, closely followed by brand image and services provided whereas the
least important factor is colour.
'he data clearly interprets that customer holds great importance for any industry or dealer.
1able $!< 0actors 6hich influence dealers to do more sales
Particulars 1otal
#ange of variety ! colour 47
&ommission offered 4
0ttractive schemes 7
0dvertising support during
new product launches
4
'imely information by
retailers
=
+alesmen helping to get
stock urgently
>
+ettlement of retailers 4
schemes in time
+enior manager support 2

0ig $!<
Analysis : interpretation
'he range of variety and colour is the most important factor which influences dealers to do
more sales.
1able $!; EAtra benefits given on bul5 sales
Particulars 1otal
&ommission 6
#ebate :
&lub membership 2
?amily trip 4
Dealers promotion on
companys brochure
:
5one 41
0ny other 2


0ig $!;
Analysis : interpretation
Majority of the dealers do not get any extra benefit when they secure a large order, but a few
dealers do get commission and rebate on bulk sales.
It can be interpreted that dealers do not give much importance to the extra benefits that they
are getting from a particular company. ?or them it is imperative that the product satisfies the
customers or has a huge demand in the market.
1able $!% 3ealership 6ith /odre9 appliances
Particulars o! of respondents Percentage
+till dealing > 1:
Dealt in the past : 4>
5ever dealt 4B >2
'otal 1B 422


0ig $!%
Analysis : interpretation
-f the 1B dealers, just > dealers are dealing in ,odrej appliances, whereas majority of the
dealers have either "uitted or have never dealt with it.
,odrej is having a low dealer network, which might be one of the factors for its decreasing
presence in the market and vice versa.
1able $!( /odre9 Products dealt by dealers
Particulars o! of respondents Percentage
#efrigerator 4 46
Aashing machine 2 2
0& 2 2
Microwave 2 2
0ll above B 7=
'otal > 422

0ig $!(
Analysis : interpretation
7=P of the dealers still dealing with ,odrej are having all its appliances.
1able$!# 3isplay of /odre9 appliances
Particulars o! of respondents Percentage
&entre 2 2
&orners : >6
0t the back of other products 1 ==
'otal > 422
0ig $!#
Analysis : interpretation
>6P of the dealers have dispayed ,odrej products at the corners and ==P have displayed them
at the back of other brands.
'his interprets that dealers prefer other brands over ,odrej.
1able $!), Ran5 of different /odre9 products according to sales!7)" maA sales4 $" least8
Particulars 1otal Ran5
#efrigerator 4> =
Aashing machine > 4
0& 4: 1
Microwave 1: :
0ig $!),
Analysis : interpretation
In ,odrej appliances, washing machine is the most saleable item, followed by refrigerator
and 0&, whereas microwave is the least.
1able $!)) Reasons for lo6 sales of the least saleable item
Particulars 1otal
%oor "uality 4
Cnawareness =
%eople prefer foreign brands 1
%oor sales services 4
<ess features =
-ther reasons 4


0ig $!))
Analysis : interpretation
<ess features and unawareness are the major factors for low sales of ,odrej microwave.
Many dealers dont keep ,odrej 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.
1able $!)& Satisfaction 6ith regard to companyBs offered services
Highly
satisfied
Satisfied eutral 3issatisfied Highly
dissatisfied
'otal 2 : 4 4 2
Mean 2.B
0ig $!)&
Analysis : interpretation
+ince the mean score comes out to be 2.B, so the response of the dealers is close to
satisfaction level with regard to ,odrejs offered services for customers.
1able $!)' Satisfaction of dealers 6ith regard to /odre9Bs promptness in launching ne6
products
Highly
satisfied
Satisfied eutral 3issatisfied Highly
dissatisfied
'otal 2 2 2 > 2
Mean *2.>6
0ig $!)'
Analysis : interpretation
'he chart clearly depicts that most of the dealers do not agree that ,odrej is prompt and
proactive in launching new and innovative products.
1able $!)$ 3ealersB satisfaction 6ith regard to promotional tools
Highly
satisfied
Satisfied eutral 3issatisfied Highly
dissatisfied
'otal 2 : 4 4 2
Mean 2.B


0ig $!)$
Analysis : interpretation
+ince the mean score is close to satisfaction level, that denotes that the company undertakes
attractive promotional tools to launch its product.
1able $!)< dealersB vie6s to continue their dealings 6ith /odre9
Particulars o! of respondents Percentage
Hes B 7=
5o 4 46
'otal > 422
0ig $!)<
Analysis : interpretation
7=P of the dealers9out of >; will continue to deal with ,odrej.
1able $!); Reasons 6hy dealers CuitE never dealt 6ith /odre9
Particulars 1otal
%oor "uality :
&ommercial hassles :
&o. doesnt offer attractive schemes 2
&o. doesnt offer proper margins to dealers 2
%oor sales service 3
&o.s promotional tools are not effective 4
<ow brand image =
0ig $!);
Analysis : interpretation
'he major reasons why the dealers "uitM never dealt with ,odrej are that it has a low brand
image, the companys services are poor, the product is of poor "uality and commercial
hassles.
1able $!)% 3ealersB preference to deal 6ith /odre9 in future
Particulars o! of respondents Percentage
Hes 4 B
5o 47 3B
'otal 43 422
0ig $!)%
Analysis : interpretation
3BP of the dealers would not like to deal with godrej and just BP showed a positive response
towards it.
/asically the dealers are contended with the brands they are dealing in because those brands
have a good market presence and brand image.
7+8 Consumer survey
1able $!)7+8: *onthly income of respondents
Particulars o! of respondents Percentage
.ess than ) la5h , ,
)"' la5hs % )$
'"< la5hs '( %;
<"( la5hs < ),
Above ( la5hs , ,
1otal <, ),,

?ig :.49/;
0nalysis and interpretationE
Most of the respondents surveyed had an annual income bMw =*B lakhs.
Income level is one of the most important factors affecting purchase decision. &ustomers
preferably go for a particular brand if they can easily afford it as some brands have
comparatively high price for the same product.
1able $!&7+8: o! of family members
Particulars o! of respondents
4*1 B
=*: 42
B*> 12
>*6 =
More than 6 1
'otal B2

?ig :.19/;
0nalysis and interpretationE
Most of the respondents had B*> members in their family.
<arger 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.
1able $!'7+8: 0actors influencing purchase decision
Particulars o! of responses
%rice 3>
/rand image 1>2
%restige =B:
Income level 4:2
?riends advice 172
?eatures 4=7
Discounts =47
Nuality 1::

?ig :.19/;
0nalysis and interpretationE
0s 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.
1able $!$7+8: Attributes considered before purchase
Particulars Refrigerator >ashing
machine
AC *icro6ave
%rice 62 62 4:2 62
/rand image 6B 6B 6B 6B
Nuality 3> 4:2 62 3>
?eatures 4=7 3> 4=7 4=7
0fter sales
services
4:2 4=7 3> 4:2
0dvertisement 1>2 172 1>2 1>2
?ig :.:9/; #(?#I,(#0'-# 0
?ig :.:9/; A0+I5, M0&I5(
?ig :.:9/; 0&
?ig :.:9/; MI&#-A0@(
0nalysis and interpretationE
In almost all the four appliances, price is the most considered factor, followed by brand
image, "uality, features and after sales services. 0dvertisement had a very little impact on the
respondents.
1able $!<7+8: Purchase of /odre9 electronic appliances
Particulars o! of respondents Percentage
Hes =7 6>
5o 41 1:
'otal B2 422
?ig :.B9/;
0nalysis and interpretationE
-ut of the total respondents, =7 respondents have used ,odrej home aplliances.
1able $!;7+8: /odre9 appliance used
Particulars o! of respondents Percentage
#efrigerator 4B :6
Aashing machine B 4>
0& 42 =4
Microwave 1 >
'otal =1 422

?ig :.>9/;
0nalysis and interpretationE
:6P of the respondents have used ,odrej refrigerators, closely followed by 0&9=4P; and
very few respondents have used ,odrej microwaves.
1able $!%7+8: A6areness about /odre9 appliances
Particulars o! of responses
%rint media 42
'@ ads 41
Internet 1
Dealer 4B
?riends 42

?ig :.69/;
0nalysis and interpretationE
'he most effective medium of creating awareness is the dealers,followed by print media and
friends.
1able $!(7+8: 3uration of usage of /odre9 products
Particulars Refrigerator >ashing
machine
AC *icro6ave
<ess than 4 yr 2 1 42 2
4*1 yrs B 42 12 2
1*: yrs 4> 4B 41 2
More than : yrs 12 1B 1B 1
?ig :.79/; #(?#I,(#0'-#
?ig :.79/; A0+I5, M0&I5(
?ig :.:9/; 0&
?ig :.:9/; Microwave
0nalysis and interpretationE
In case of refrigerators, most of the respondents have been using it for more than : yrs. and
no respondent has made a recent purchase of ,odrej refrigerators.
In case of washing machines , respondents have been using it for more than : yrs but some
have also made a recent purchase of it.
?or 0&s, there are old as well as new customers.
?or microwaves, very less no. of respondents have made a recent purchase.
1able $!#7+8: Performance of /odre9 appliance
Highly
satisfactory
Satisfactory eutral 3issatisfactory Highly
dissatisfactory
2 42 4B 6 2
Mean 2.23
?ig :.39/;
0nalysis and interpretationE
'he performance for ,odrej appliances is neutral.
1able $!),7+8 : Purchase of /odre9 appliances in future
Particulars o! of respondents Percentage
Hes 4B :6
5o 46 B=
'otal =1 422

0ig $!),7+8
0nalysis and interpretationE
B=P of the respondents will purchase ,odrej appliances in future whereas :6P will not
purchase it.
1able $!))7+8: Recommendation of /odre9 appliances
Particulars o! of respondents Percentage
Hes 4B :6
5o 46 B=
'otal =1 422

?ig :.449/;
0nalysis and interpretationE
'he respondents who will purchase ,odrej aplliances in future will also recommend it to
their friends.
1able $!)&7+8: -ther appliance brand used by respondents
Particulars ./ Samsung >hirlpool Panasonic -thers
#efrigerator B > 4 2 >
Aashing
machine
: : > 2 :
0& 7 1 4 1 B
Microwave : > 2 1 >
?ig :.419/; #(?#I,(#0'-#
?ig :.419/; A0+I5, M0&I5(
?ig :.419/; 0&
?ig :.419/; MI&#-A0@(
0nalysis and interpretationE
In refrigerators, 0&s and microwaves, <, and +amsung are the most preferred brands and in
case of washing machines, its whirlpool.

1able $!)'7+8: 3isplay of /odre9 appliances
Particulars o! of respondents Percentage
Hes 7 ::
5o 42 B>
'otal 47 422

?ig :.4=9/;
0nalysis and interpretationE
Most of the respondents did not get a chance to see ,odrej appliances during their purchase.
1able $!)$7+8: A6areness about /odre9 appliances
Particulars o! of responses
#efrigerator 47
Aashing machine 4B
0& 47
Microwave >

?ig :.4:9/;
0nalysis and interpretationE
'he respondents were known of ,odrej refrigeratoes, washing machines and 0&s but very
few were known of ,odrej microwaves.
1able $!)<7+8: Preference for future purchase of /odre9 appliances
Particulars o! of respondents Percentage
Hes 1 44
5o 4> 73
'otal 47 422
?ig :.4B9/;
0nalysis and interpretationE
73P of the respondents will not purchase ,odrej appliances in future.
Conclusion
?or dealers, customer choice is the most important factor.
&onsumers have a preferenceMloyalty towards particular brand of consumer durables
and are not ready to buy any other brand so easily.
Dealer relationship is one of the most considerations followed by the 0fter +ales
+ervices and @ariety provided by the brand also plays a crucial role.
,odrej though provides good services but it is not it is not in line with its competitors.
&ustomers decisions are influenced by their level of income and price of the product.
'he respondents who have used ,odrej have a neutral response for it.
<, and +amsung are presently the most preferred brands.
Most of the respondents are well satisfied with the brands they are using and will not
purchase ,odrej appliances in future.
Suggestions
0s compared to competitors, ,odrej appliances have a low brand image , so it
should make efforts to populariDe its brand name in market. 'his means
creating more brand awareness amongst consumers which can be done
through promotions.
+ince the customer demand is very low for ,odrej , it mainly needs to
improve on its promotional tools in both volume and fre"uency.
It should offer large variety in its appliances.
,odrej must focus on increasing its marketing expenditure and bring more
personal approach in their communication.
&ompany should increase its dealer network in order to enhance the
availability of product in market.It should also offer attractive schemes to the
present dealers in order to retain them.
&ompany can offer lucrative deals to the dealers eg. slab discounts, etc.so that
more dealers are attracted to buy ,odrej product and hence dealership network
of ,odrej can be enlarged. 0lso this will increase the availability of product in
market., /y offering good deals to dealers, ,odrej can also increase its sales
because dealers will encourage volume sales of ,odrej to earn more profits for
themselves.
+ibliography
InternetE
httpEMMen*wikipedia.orgMwikiM,odrej*,roup
httpEMMwww.godrej.comMgodrejM,odrejIndustriesMindex.aspxQidR41
httpEMMwww.godrej.comM,odrejIndustriesMourcompanies.aspxQ
idR41!mendidR423B
httpEMMwww.karmayog.comMlistsM,odrejtrust.htm
httpEMMwww.,odrej0ppliances.com
httpEMMex*wikipedia*orgMwikiMMarketing*#esearch
%eriodicals and $ournals
undal91227;, )+ignificant considerations in the purchase of consumer
durables. Indian $ournal of marketing , @ol @II,5o.1,May 1227,pg >*4B
#eddy and +ivakumar9122B;, ),rowth and evaluation of Indian washing
machine industry in India., Indian $ournal of Marketing @ol LL@III,
5o. 6, $uly 122B, %g 46*11
AnneAure
N4. ?or how many years you are into this businessQ
9a; less than a year
9b; 4*= yrs.
9c; :*> yrs.
9d; 6*42 yrs.
9e; More than 42 yrs.
N1. Mark the companies that you are representing. 9Hou can tick more than one;
9a; <,
9b; +amsung
9c; ,odrej
9d; Ahirlpool
9e; -thers, please specify
N=. Ahat products you are dealing inQ
9a; #efrigerators
9b; Aashing machines
9c; 0&
9d; Microwaves
9e; 0ll above
N:. #ank the following from 4 to 3 which you consider while dealing with a particular co.
9#ank 4 to the most preferred, 3 to the least;
9a; &ustomer choice 9g; @ariety
9b; /rand image 9h; Discount
9c; +ervices 9i; &ompanys incentives
9d; +chemes
9e; 'rade margins
9f; &olor
NB. Ahich factors influence you to do more salesQ9Hou can tick more than one;
9a; #ange of variety ! color
9b; &ommission offered
9c; 0ttractiveness of consumer schemes
9d; 0de"uacy of advertising support during new product launches or new schemes
9e; 'imely information by retailers
9f; +alesmen helping to get stock for urgent re"uirement
9g; +ettlement of retailers schemes in time
9h; +upport by senior manager to solve problem
N>. Ahen secured a large order, I am paid the following compensation*
9a; commission
9b; rebate
9c; club membership
9d; family trip
9e; dealers promotion on companys brochure
9f; none
9g; 0ny other preference, please specify
N6. ave you dealt with ,odrej appliancesQ 9If 9i;, move to next "ues., if 9ii; or 9iii;, then move
to N4>.;
9i; +till dealing
9ii; Dealt in past
9iii; 5ever dealt
N7. Ahich products of ,odrej you are dealing inQ
9a; #efrigerator
9b; Aashing machine
9c; 0&
9d; Microwave
9e; -thers, please specify
N3. Ahere have you displayed ,odrej products in your showroomQ
9a; &entre
9b; &orners
9c; 0t the back of other products
N42. #ank the following products from 4 to : acc. to the product that generates more salesQ
94 to product generating max. sales, : the least;
9a; #efrigerator
9b; Aashing machine
9c; 0&
9d; Microwave
N44. Mark reasons for low sales of the product ranked ):
th
. in previous "uestion. 9Hou can tick
more than one;
9a; %oor "uality
9b; Cnawareness
9c; %eople prefer foreign brands
9d; poor sales services
9e; less features
9f; -ther reasons
N41. 0re you satisfied with the company offered services for customersQ
ighly +atisfied 5eutral Dissatisfied ighly
+atisfied Dissatisfied
N4=. &o. is prompt and proactive in launching new and innovative productsQ
ighly +atisfied 5eutral Dissatisfied ighly
+atisfied Dissatisfied
N4:. &o. undertakes attractive promotional tools to launch new productsQ
ighly +atisfied 5eutral Dissatisfied ighly
+atisfied Dissatisfied
N4B. Aould you continue dealing with ,odrej appliancesQ HesM5o
N4>. 0ny problems if you faced with ,odrejQ
N46. 0ccording to you how the &o. can improve its present positionQ
'hank you
N47. #easons why you never dealtM "uit dealing with ,odrejQ
9a;%oor "uality
9b;&ommercial hassles
9c;&o. doesnt offer attractive schemes
9d;&o. doesnt offer proper margins to dealers
9e; %oor sales services
9f;&o.s promotional tools are not effective
9g; <ow brand image

N43. Aould you like to deal with ,odrej in futureQ HesM5o

'hank you