CHAPTER-1

INTRODUCTION

OBJECTIVES OF THE STUDY

To do the comparative study between the WHIRLPOOLand SAMSUNG Washing machine.

To know the response of the consumer about their services.
To know the potential growth opportunity in the market.
To know about the reasons of using these Washing machine.
To know about the customer perception towards the services of Washing machine.
To determine customer preferences while selecting WHIRLPOOLand SAMSUNG Washing

machine.
To study the customers attitude towards WHIRLPOOLand SAMSUNG Washing machine.
To study the psychological needs of customers towards WHIRLPOOL and SAMSUNG
Washing machine.

SCOPE OF THE STUDY

1. This project will help company to know to know the market potential that will help the

company in introducing products with more acceptability.

2. The learning gained during the project can be utilized in designing new strategies for
improving customers satisfaction.
3. The project suggests how maximum satisfaction can be achieved through minimum prices.
4. The company knows about the best features of their Washing machine.
5. The project will help us in knowing the basic facts that should be known to a customer before

buying Washing machine.

RESEARCH METHODOLOGY
Methodology in the applied sense refers to various methods used by the researcher right from
data collection and various techniques used for the same for interpretation and inference.
Methods and techniques are often used synonymously in research literature.

Research

methodology is what must be done, how it will be done, what data will be needed, what data
gathering will be employed, how sources of data will be selected and how the data will be
2

analyzed and conclusions reached. When we talk of research methodology we not only talk of
the research methods but also consider the logic behind the methods we use in the context of our
research study and explain why we are using a particular method or technique and why we are
not using others so that research results are capable of being evaluated either by the researcher
himself or by others.
TYPES OF RESEARCH
The basic type of research is as follows:

Descriptive Research
Analytical Research
Basic or pure Research
Applied Research
Problem oriented Research
Problem solving Research
Quantitative Research
Conceptual Research

Descriptive Research:
Descriptive research includes surveys and fact finding enquires of different kinds. Descriptive
research studies are those studies which are concerned with describing the characteristics of
particular individual, or of a group. In a descriptive study the first step is to specify the objectives
with sufficient precision to ensure that the data collected are relevant.
.
Analytical Research:
I also have collected data from already available information. I got the information from the
newspapers with the help of that information (phone no.) I used to take appointment with the
concerned person and. In this research correlation technique is used to analyze the data.
Basic or Pure Research:
Visiting to the society to society I have got many people who are not satisfied with the services
of Washing machine. This enhance my ability of dealing with the people and make them
satisfied.
Applied Research:
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The research which has immediate commercial potential is called applied research. Applied
research can further be classified as problem oriented and problem solving research.
Problem Oriented Research:
During the research I have met with many people who are having many problems regarding the
Washing machine, poor features, poor services and many other problems. That makes the
satisfaction level of the customers down.
Problem solving Research:
During the research I have met with many people who are having many problems regarding the
Washing machine services like dry, cleanness of cloth and other poor services and many other
problems of the customers so that makes the satisfaction level of the customers down.
Quantitative Research:
I have visited more people from society to society and I have got different result from them 65%
of the people listed to me, 35% of the people did not listen me, sales result were very low.

DATA SOURCES:
Primary data
Questionnaire- A questionnaire was designed and administered to the training in
charge professionals, and employees drawn from various levels and various
departments in the organization.
Internal Information regarding the training policies and procedures was also obtained through
personal discussions with trainers, senior managers and assistant managers.

Secondary data
In secondary source data is collected from broacher and pamphlets and from magazines,
research design, sampling etc.

RESEARCH INSTRUMENT:
For doing the survey research, structured questionnaire with open-ended and closed ended
questions was used.

MODE OF RESEARCH:
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The mode of survey was personal interview with the respondent during the filling up of the
questionnaires.

SAMPLING:
The sampling used for this study was probability sampling. Since the study is only meant for
certain specific categories within the total population (washing machine users),a stratified
random sample was used.

SAMPLE SIZE:
A sample size of 50 respondents is used for the study.

SAMPLING UNIT:
This study was basically an opinion survey of the residents of Faridabad who are washing
machine users, about the service providers.

PLACE OF STUDY:
Faridabad.

CHAPTER-2
REVIEW OF LITERATURE

Consumer Preferences
Definition
Many consumers choose to buy white cars instead of red or blue no matter what brand the car is,
where it was built or how many cup holders it has. This is a consumer preference. Why is white
the most popular car color? Some people say it is because it signifies purity or even technology.
The color of a car has nothing to do with how the car functions, so logic would say that all colors
would sell the same amount or car manufacturers would only produce one color. However, this is
6

not the case. Those manufacturers produce many colors, including twice as many in white, or
whichever color is trendy or popular at the time.
Difference of Opinion
Sometimes, consumer preferences may lead to negative results. Shampoo companies found that
their customers associate suds with cleanliness, leading them to add studding agents to their
products even though the amount of suds has nothing to do with how well the shampoos clean
hair. The first company to add more suds to their formula was able to use it as a marketing and
promotional advantage. Other companies followed suit, leading to a business competition.
Unfortunately, the more sudsy the lather, the worse the shampoo will clean. This is true for two
reasons. According to the Fox Avenue Salon website, "First, the extremely sudsy shampoo takes
much longer to rinse out of your hair, resulting in excessive use of water. Secondly, with so many
suds the hair doesn't seem to get as clean." So, instead of manufacturers educating customers on
how shampoo works, they add chemicals to adjust their products to the consumer preference.
How Companies Find Consumer Preferences
Companies routinely test the market to find out what customers like and dislike about their
products and competitors' products. This is usually done by an internal marketing department or
outsourced to a market research firm. Phone interviews, paper surveys, electronic surveys, focus
groups and consumer samplings are common methods for gathering information.
Market Research Example
Here is a popular example of market research: A customer has finished shopping and paying for
merchandise at a local grocery store. Before handing the receipt to her, the cashier points to and
explains that she has been invited to participate in a short survey about her visit. If she chooses to
participate, she will receive $5 off her next visit and a chance to win a large monetary grand
prize.
How Companies Use This Information

After gathering information, the next step for the company is to determine what it means.
Analysis of the information may lead the company to change the formula, packaging, color, size
or some other feature of the product. In the case of the suds in the shampoo, the manufacturers
may find that customers are continuing to prefer and associate the foamy lather with high quality
cleanliness, leading them to keep the same formula or decide to add even more of the scudding
agent.
Factors Affecting Consumer Preferences
Consumer preferences describe the reasons for the choices people make when selecting products
and services. Analyzing the factors that determine consumer preferences helps businesses target
their products towards specific consumer groups, develop new products and identify why some
products are more successful than others.
Advertising
Advertising plays an important role in consumer preference, especially for non-durable goods
such as food or magazines. Advertising informs consumers of available goods and services and
also shapes their impressions of these products. Advertising can also create demand; for
example, a consumer may not have wanted a new cell phone until he saw flashy new phones on
TV.
Social Institutions
Social institutions, including parents, friends, schools, religion and television show also
influence consumers' preferences. For example, kids might want to have the same toys their
schoolmates have, while young adults may purchase the same products their parents used to buy.
Cost
Consumers usually choose to purchase more of a good if the price falls. For example, a sale or
reduced prices may increase consumption of a good. On the other hand, an increase in price may
cause reduced consumption, especially if the good has available substitutes.

Consumer Income
Consumers often desire more expensive goods and services when their income increases. If they
suffer a decrease in income, they are more likely to choose less expensive goods and services.
For example, business selling luxury goods, such as jewelry, will probably be more successful in
a high-income area than a low-income area.
Available Substitutes
If a product has several substitutes -- alternative products that consumers may choose instead a
particular brand of product -- consumers will be more sensitive to changes in price. However, if
consumers do not perceive similar products to be effective substitutes -- for example, consumers
who do not think Coke and Pepsi are equally delicious -- they will be less likely to switch to a
substitute based on price. This concept is called the price elasticity of demand.
Consumer society, the choice of things to consume is vast. In their own economic interests,
producers of commodities undertake in-depth research on consumer psychology in order to
determine what causes people to buy what they do. The consumer-product interface is the result
of a extensive array of influences, ranging from the consumer's past history, needs, and
preferences to the qualities of the product to the nature of the surrounding environment.

The Mind of the Consumer

Although the mind of the consumer is by definition an internal rather than an external construct,
it is formed in large part by previous external influences. A person's attitude toward consumption,
desire for this or that object, willingness to spend various amounts of money, and expectations
for the consumer experience are all influenced by upbringing and previous experiences, and will
all affect what that individual chooses to buy or not to buy. More time-specific aspects, such as
mood, feelings of relaxation or being rushed, and sense of personal financial security will also
affect consumption choices.
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Competition
The availability of competing products has an effect on consumer choices. If a consumer requires
an object, and there is only one available, there is a very high probability that that consumer will
purchase that object. The higher the level of competition, the more uncertain any particular
purchase is. This equation is further complicated by the inclusion of varying factors such as
quality, style, price and trendiness of an object. All of these factors interact to create vast arrays
of choices from which consumers must select the one most appropriate for themselves.
Demographics
This is a field that advertisers and marketers put a great deal of time into studying. A person's
age, race, socioeconomic status, location, political views and cultural tastes will all affect what is
bought. By understanding what products appeal to what demographics, marketers can more
accurately pinpoint their advertising efforts and increase their profit margins. Most demographic
qualities are things beyond an individual's control, yet tastes and consumption choices are
affected by these qualities, often without the consumer's conscious awareness.
Habit
Many people will simply do what they have done before, because it is easy and requires little
thought. Consumption habits can even span generations; individuals may prefer a certain brand
because it's what their parents used. This phenomenon is often called "brand loyalty" by
marketers, but it may have as much to do with inertia as loyalty to any particular company.
CONSUMER DURABLE: URBAN & RURAL INDIA
1. In the top 5 million households, in affluence terms, 96 percent of households have color
televisions, 82 percent own washing machines, and 44 percent own washing machines.
2. In the next 7 million households, penetration of color TVs is 69 percent, 58 percent for
washing machines, and 19 percent for washing machines.
3.

In the next tier of affluent households - numbering approximately 12 million - 50 percent

own color TVs, 35 percent own washing machines, and 8 percent own washing machines.

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Rural India too is set to see an increase in the number of high-income households. An additional
4.6 million high-income households and 13 million middle-income households by 2006 to 2007
will take the number of rural households from 122.8 million to 139 million. This constitutes a
huge opportunity for marketers - 60 million households or 300 million consumers with the
capacity to buy consumer appliances and other products is an attractive market for any global
player. And it seems that global appliance players who have established brands in the Indian
market are likely to benefit from this great big push towards consumerism
SUCCESS FACTOR FOR CONSUMER DURABLE INDUSTRY
Indian consumer durables industry is going through a consolidation phase with MNC companies
going in for strategies to increase market share. Certain success factors for this industry are
identified as follows:
1.

Technology: Rising competition has resulted in major competitors introducing

technologically superior products at competitive prices. This means the technology input is
gaining more and more importance. In this regard, the large MNC players score over their Indian
counterparts as they can always source technology from their parents. On the other hand, Indian
companies rely on the outside sources for their technology requirements.
2.

Knowledge of the local market: Indian consumer durables market is different from other

markets. Hence understanding these peculiarities is important for the long-term survival. For
example, Samsung launched the 'Super Horn" brand after it discovered that Indian consumers
prefer loud noise. Indian companies are better placed in this regard as they know the market
pretty well.
3.

Strong distribution network: Tough competition means that a proper mindshare of the

consumer has to be maintained and the product has to be made visible. Volumes in this business
are narrow and profitability comes from volumes. To achieve volumes, deep penetration of the
market is necessary. Indian companies score a point here as being in the market for a longer time;
they have developed strong distribution channels.

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4.

Good brand image: Perception of a particular brand plays an important role in purchase

decision. A typical Indian consumer looks for value for money when he makes purchase of white
goods, as the price involved is significant and unlike developed markets, Indians do not have the
buy, use and throw mindset. Hence, consumer also looks for reliability of the product. All this is
conveyed through strong brand awareness.
Consumer Outlook: The Change in Consumer
India is a country in a hurry changing continuously and also trying hard to keep pace with these
changes. The me too syndrome is no longer valid as consumers seek customized products. The
Indian consumer consumers evolution in the last decade has thrown up some interesting trends:
1.

Consumer base becoming younger. Nearly a third of the countrys population is under the

age of 14years.
2.

Kids graduating from pester power to decision makers.

3.

People with buying power living longer and developing distinct health needs.

4.

Multi-tasking consumers fighting paucity of time and new consumer trends.

5.

Huge increase in High Income Groups and spend now-save later mentality leading to high

disposable income.
6.

Consume wants to be treated as an individual not as part of a large physical mass and the

consumer looks for a post buy relationship to enhance the value of her brand decision making.

SWOT ANALYSIS: CONSUMER DURABLE INDUSTRY

STRENGTH

WEAKNESS

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Accessory to Necessary Airconditioners are no longer perceived to be

a item of luxury.

Advancement of technology which gives

the companies ability to introduce new
products and new product features.

High Growth. Key drivers being Urban

and Rural.

Government Policies in favour of

Industry
includes
infrastructure
development, reduction in excise duty and
so on.

OPPORTUNITY

Supply continues to outstrip Demand.

Demand Cyclical and seasonal.

Volatile performance of the agricultural sector

have a negative impact on demand. The sector's
performance is highly dependent on monsoon
and reforms, which has failed often.

THREAT

Diversification. Developing
products for new markets.

new o

Easy availability of finance has

stimulated consumers to buy durables.

Changes in Consumer Outlook from

spend now-save later mentality leading to
high disposable income.

Consumer Satisfaction
13

Dozen companies operating in the white

goods segment. Prices would continue to
remain depressed and margins will be under
pressure.

Threats of cheaper imports from China and

other South East Asian countries

Marketing is about identifying and satisfying consumer wants and needs. What we need to think
about more carefully is, once we have produced a satisfied consumer, will it do us any good?
Will that make the consumer more loyal, will it complete the hoped-for progression from
prospect through consumer to advocate for our products or services?
These are questions to which the answer is - probably not. In spite of the huge amounts of money
spent on measuring consumer satisfaction by companies, market research is failing to predict
consumer loyalty.
Many consumer satisfaction surveys are transaction-focused but fail to examine commitment to
the brand and bonding. Satisfied consumers will still shop around, for all sorts of reasons most of
which have little to do with the products or services that they have been provided with
elsewhere. Some of these may be to do with convenience, some to do with availability, others to
do with policy. We have come across instances where a consumer has almost begged a company
to lower its prices to match those of its competitor. The consumer was extremely satisfied with
the service that the company had provided over the past year, in this case in financial services.
The consumer was told that their preferred company could not compete on price, as to do so was
outside policy limits. It would seem that not every company is even interested in retaining its
satisfied customers!
A White goods, major appliance or domestic appliance is usually defined as a large machine
which accomplishes some routine housekeeping task, which includes purposes such as cooking,
food preservation, or cleaning, whether in a household, institutional, commercial or industrial
setting. An appliance is differentiated from a plumbing fixture because it uses an energy input for
its operation other than water, generally using electricity or natural gas/propane. An object run by
a watermill would also be considered an appliance.
The term white goods are also used for these items, primarily where British English is spoken,
although definitions for the term "white goods" can differ. In the United States, the term white
goods more commonly refer to linens rather than appliances.
Major appliances are differentiated from small appliances because they are large, difficult to
move, and generally fixed in place to some extent. They are often considered fixtures and part of
real estate and as such they are often supplied to tenants as part of otherwise unfurnished rental
properties. Another frequent characteristic of major appliances is that they may have substantial

14

electricity requirements that necessitate special electrical wiring to supply higher current than
standard electrical outlets can deliver. This limits where they can be placed in a home.
Major appliances have become more technically complex from the control side recently with the
introduction of the various Energy Labeling rules across the world. This has meant that the
appliances have been forced to become more and more efficient leading to more accurate
controllers in order to meet the regulations.

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CHAPTER 3
COMPANY PROFILE

History
Laundering by hand involves beating and scrubbing dirty cloth. It is hard work even with
manufactured aids like washboards and soap to help.
Clothes washer technology developed as a way to reduce the drudgery of this scrubbing and
rubbing process by providing an open basin or sealed container with paddles or fingers to
automatically agitate the clothing. The earliest machines were hand-operated. As electricity was
16

not commonly available until at least 1930, some early machines were operated by a low-speed
single-cylinder hit and miss gasoline engine. By the mid-1850s steam-driven commercial laundry
machinery was on sale in the USA and Great Britain.Technological advances in machinery for
commercial and institutional laundries proceeded faster than domestic washer design for several
decades, especially in the UK. In the US there was more emphasis on developing machines for
washing at home, as well as machines for the commercial laundry services which were widely
used in the late 19th and early 20th centuries.
Because water often had to be carried, heated on a fire for washing, then poured into the tub, the
warm soapy water was precious and would be reused over and over, first to wash the least soiled
clothing, then to wash progressively dirtier laundry. While the earliest machines were
constructed from wood, later machines made of metal permitted a fire to burn below the
washtub, to keep the water warm throughout the day's washing.
Removal of soap and water from the clothing after washing was originally a separate process.
After rinsing, the soaking wet clothing would be formed into a roll and twisted by hand to extract
water. To help reduce this labor, the wringer/mangle was developed, which uses two rollers under
spring tension to squeeze water out of clothing and household linen. Each item would be fed
through the wringer separately. The first wringers were hand-operated, but were eventually
included as a powered attachment above the washer tub. The wringer would be swung over the
wash tub so that extracted wash water would fall back into the tub to be reused for the next wash
load.
The modern process of water removal by spinning did not come into use until electric motors
were developed. Spinning requires a constant high-speed power source, and was originally done
in a separate device known as an extractor. A load of washed clothing would be transferred from
the wash tub to the extractor basket, and the water spun out. These early extractors were often
dangerous to use since unevenly distributed loads would cause the machine to shake violently.
Many efforts have been made to counteract the shaking of unstable loads, first by mounting the
spinning basket on a free-floating shock-absorbing frame to absorb minor imbalances, and a
bump switch to detect severe movement and stop the machine so that the load can be manually

17

redistributed. Many modern machines are equipped with a sealed ring of liquid that works to
counteract any imbalances.
What is now referred to as an automatic washer was at one time referred to as a washer/extractor,
which combines the features of these two devices into a single machine, plus the ability to fill
and drain water by itself. It is possible to take this a step further, to also merge the automatic
washing machine and clothes dryer into a single device, but this is generally uncommon because
the drying process tends to use much more energy than using two separate devices; a combined
washer/dryer not only must dry the clothing, but also need to dry out the wash chamber itself.
Milestones

19th-century Metropolitan washing machine

A vintage German model

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The first English patent under the category of Washing and Wringing Machines was issued in
1691. A drawing of an early washing machine appeared in the January 1752 issue of "The
Gentlemen's Magazine," a British publication. In Germany, Jacob Christian Schffer's washing
machine design was published in 1767 In 1782 Henry Sidgier was issued a British patent for a
rotating drum washer, and in the 1790s Edward Beetham sold numerous "patent washing mills"
in England. In 1862, a patented "compound rotary washing machine, with rollers for wringing or
mangling" was shown at the 1862 London Exhibition, done by Richard Lansdale of Pendleton,
Manchester.
The first United States Patent titled "Clothes Washing" was granted to Nathaniel Briggs of New
Hampshire in 1797. Because of the great Patent Office fire, no description of the device exists,
and it is not known what kind of washing device Briggs invented. A device that combined a
washing machine with a wringer mechanism did not appear until 1843, when John E. Turnbull of
Saint John, New Brunswick patented a "Clothes Washer with Wringer Rolls."
Electric washing machines were advertised and discussed in newspapers as early as 1904. Alva J.
Fisher has been incorrectly credited with the invention of the electric washer. The US patent
office shows at least one patent issued before Mr. Fisher's US patent number 966677 (e.g.
Woodrow's US patent number 921195). The "inventor" of the electric washing machine remains
unknown.
US electric washing machine sales reached 913,000 units in 1928. However, high unemployment
rates in the Depression years hit sales; by 1932 the number of units shipped was down to about
600,000.
The first laundromat opened in Fort Worth, Texas in 1934. It was run by Andrew Clein. Patrons
used coin-in-the-slot facilities to rent washing machines. The term laundromat can be found in
newspapers as early as 1884 and they were widespread during the depression. It is almost
impossible to determine who had the first laundromat. England established public wash rooms
for laundry along with bath houses throughout the 19th century.

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Washer design improved during the 1930s. The mechanism was now enclosed within a cabinet,
and more attention was paid to electrical safety. Spin dryers were introduced to replace the
dangerous power wringers of the day.
Early automatic washing machines were usually connected to the water supply via temporary
slip-on connectors to the sink taps. Later, permanent connections to both the hot and cold water
supplies became the norm. Most modern front-loading European machines now only have a cold
water connection (i.e. cold fill) and rely completely on electric heaters to raise the water
temperature.
By 1940, 60% of the 25,000,000 wired homes in the United States had an electric washing
machine. Many of these machines featured a power wringer, although built-in spin dryers were
not uncommon.
Bendix introduced the first automatic washing machine in 1937 having applied for a patent in the
same year. In appearance and mechanical detail, this first machine is not unlike the front loading
automatic washers produced today. Although it included many of the today's basic features, the
machine lacked any drum suspension and therefore had to be anchored to the floor to prevent
"walking".

1910 advertisement
Many of these early automatic machines had coin-in-the-slot facilities and were installed in the
basement laundry rooms of apartment houses. After the attack on Pearl Harbor, US domestic
washer production had to be suspended for the duration of World War II. However, many US
appliance manufacturers were given permission to undertake the research and development of

20

washers during the war years. Many took the opportunity to develop automatic machines,
realizing that these represented the future for the industry.
An improved front loading automatic model, the Bendix Deluxe (which retailed at $249.50), was
introduced in 1947.
General Electric also introduced its first top loading automatic model in 1947. This machine had
many of the features that are incorporated into modern machines.
A large number of US manufacturers introduced competing automatic machines (mainly of the
top loading type) in the late 1940s/early 1950s. Several manufacturers even produced semiautomatic machines, where the user had to intervene at one or two points in the wash cycle. A
common semi-automatic type (available from Hoover in the UK until at least the 1970s) included
2 tubs: one with an agitator or impeller for washing and/or rinsing; another, smaller, tub for water
extraction or centrifugal rinsing.
One early form of automatic washing machine manufactured by Hoover used cartridges to
program different wash cycles. This system, called the Keymatic, used plastic cartridges with
key-like slots and ridges around the edges. The cartridge was inserted into a slot on the machine
and a mechanical reader operated the machine accordingly. The system did not commercially
succeed because it offered no real advantage over the more conventional program dial, and the
cartridges were prone to getting lost. In hindsight it can be seen as a marketing gimmick rather
than offering any really useful functionality.
Since their introduction in the late 1930s/mid 1940s, automatic washing machines have relied on
mechanical timers to sequence the washing and extraction process. Mechanical timers consist of
a series of cams on a common shaft. At the appropriate time in the wash cycle, each cam actuates
a switch to engage/disengage a particular part of the machinery (e.g. drain pump motor). The
timer shaft is driven by a small electric motor via a reduction gearbox.
On the early mechanical timers the motor ran at a constant speed throughout the wash cycle,
although it was possible for the user to truncate parts of the program by manually advancing the
control dial. However, by the 1950s demand for greater flexibility in the wash cycle led to the
21

introduction of electronic timers to supplement the mechanical timer. These electronic timers
enable greater variation in such functions as the wash time. With this arrangement, the electric
timer motor is periodically switched off to permit the clothing to soak, and is only re-energised
just prior to a micro-switch being engaged/disengaged.
Despite the high cost of automatic washers, manufacturers had difficulty in meeting the demand.
Although there were material shortages during the Korean War, by 1953 automatic washing
machine sales in the US exceeded those of wringer-type electric machines.
In the UK and in most of Europe, electric washing machines did not become popular until the
1950s. This was largely because of the economic impact of World War II on the consumer market
which did not properly recover until the late 1950s. The early electric washers were single tub,
wringer-type machines, automatic washing machines being extremely expensive. During the
1960s, twin tub machines briefly became very popular, helped by the low price of the Rolls
Razor washers. Automatic washing machines did not become dominant in the UK until well into
the 1970s and by then were almost exclusively of the front-loader design.

Types of Appliances
Appliances are divided into white goods and brown goods.

Brown goods are typically household electrical entertainment appliances such as:

CD and DVD players,

televisions,

camcorders

HiFi and Home cinema

White goods comprise major household electrical appliances including:

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Washing machine

Bread maker

Dishwasher

Dryer

Freezer and washing machine

Furnace, also known as a central heating boiler

Stove, also known as range, oven, cooking plate, or cook top

Vacuum cleaner.

Water heater

Washing machine

Brown goods were traditionally finished with wood, or looked like wood, or Bakelite; at least
televisions and music systems were. This is now rather rare, but the name has stuck, even for
goods that are unlikely ever to have been provided in a wooden case (e.g. camcorders). White
goods were typically painted or enameled white, and many of them still are. The addition of new
items to these categories shows that the categories still serve a purpose in marketing (consumers
rarely use the terms), perhaps because they divide into traditional gender roles in the house
suggesting "gadget/novelty/power" marketing for brown goods and "practicality/reliability"
marketing for white goods.
This division is also noticeable in the service area of this kind of products. Brown goods usually
require high technical knowledge and skills (which get more complex with time, such as going
from a soldering iron to a hot-air soldering station), while white goods need more practical skills
and "brute force" to manipulate the devices and heavy tools required to repair them.

23

Brown goods are almost always serviceable down to "component-level" (integrated circuits,
transistors, etc), whereas in white goods, usually whole modules (motor, thermostat, controller
board) are changed and not repaired. There is usually a problem with microwave ovens, which
are considered white goods, because these sell alongside washing machines and dishwashers, but
microwave ovens contain complex electronic boards (the clock and controller) which white-good
servicemen refuse to repair (as they don't have the training or tools required to do so). Some
brands consider microwave ovens white goods, and send whole boards for replacement, and
some consider microwaves to be like brown goods, and have them repaired by such technicians.
Personal care products (electric shavers and depilatory), are considered a separate line, and
usually are not serviced, but completely exchanged.

WASHING MACHINE
Washing machines as a consumer durable product has been in existence in India for the last 10
years. During the last few years, in the Consumer Durable Sector the market for Washing
Machines has grown quite fast. The washing machine market consists of two broad segments semi-automatic and fully automatic. The first accounts for a chunk of the market. In terms of
loading type, top loading machines sell in greater numbers than front-loading ones. In this
industry, it is the fully automatic segment, which in recent times has been getting the attention of
the users as more and more households have both partners working. Consequently manufacturers
have started paying more attention to this segment and have started introducing more features in
their products. The customers now have a wide range of world class brands to choose from.
A washing machine (laundry machine, clothes washer, or laundry) is a machine designed to
wash laundry, such as clothing, towels and sheets. The term is mostly applied only to machines
that use water as the primary cleaning solution, as opposed to dry cleaning (which uses
alternative cleaning fluids, and is performed by specialist businesses) or even ultrasonic cleaners.
The definition of washing is "To cleanse, using water or other liquid, usually with soap,
detergent, or bleach, by immersing, dipping, rubbing, or scrubbing". The term machine "A device

24

consisting of fixed and moving parts that modifies mechanical energy and transmits it in a more
useful form

A 1950s model
In early automatic washing machines, any changes in impeller/drum speed were achieved by
mechanical means or by a rheostat on the motor power supply. However, since the 1970s
electronic control of motor speed has become a common feature on the more expensive models.
Early front loading machines, especially those manufactured in Mediterranean countries (e.g.
Italy), had low spin speeds (e.g. 800 rpm or less). Nowadays, a spin speed of 1200 rpm is
common and a peak spin speed as high as 1600 rpm is available on many machines. Now models
in Europe have speeds of 1800 rpm and a few European washing machines have a spin speed of
2000 rpm. However, because they were not susceptible to gravitational forces, some early top
loading machines had spin speeds in excess of 1000 rpm, although some were as low as 360 rpm.
Most US top-loading washers have spin speeds less than 1000 rpm.
In the early 1990s, up market machines incorporated microcontrollers for the timing process.
These proved reliable, so many cheaper machines now incorporate microcontrollers, rather than
mechanical timers. Washing machines are a classic application for fuzzy logicMiele, from West
Germany, was the top of the line front load washer, and was introduced in Kananaskis, Alberta
by Glenn Isbister starting a revolution in Laundry in Canada.
25

In 1994, Staber Industries released the System 2000 washing machine, which is the only top
loading, horizontal-axis washer to be manufactured in the United States. The hexagonal tub spins
like a front loading machine, only using about third of the water as conventional top-loaders.
This factor has led to an Energy Star rating for its high efficiency.
In 1998, New Zealand based company Fisher &Paykel introduced its SmartDrive washing
machine line in the US. This washing machine uses a computer-controlled system to determine
certain factors such as load size and automatically adjusts the wash cycle to match. It also used a
mixed system of washing, first with the "Eco-Active" wash, using a low level of recirculated
water being sprayed on the load followed by a more traditional style wash. Other variations
include the Intuitive Eco, which can sense the water level and type of fabric in the wash load,
and the agitatorlessAquaSmart line.
In 2001, SAMSUNG Corporation introduced the Calypso, the first vertical-axis high efficiency
washing machine to be top-loading. A wash plate in the bottom of the tub notated to bounce,
shake, and toss the laundry around. As this happened, water containing detergent was sprayed on
to the laundry. The machine proved to be good at cleaning but gained a bad reputation due to
frequent breakdowns and destruction of laundry and the washer was recalled with a class-action
lawsuitand pulled off the market.
In 2003, Maytag introduced their top-loading Neptune washer. Instead of an agitator, the
machine had two wash plates, perpendicular to each other and at a 45 degree angle from the
bottom of the tub. The machine would fill with only a small amount of water and the two wash
plates would tumble the load within it, mimicking the action of a front-loading washer in a
vertical axis design.
In the early first decade of the 21st century, the British inventorJames Dyson launched the Contra
Rotator, a type of washing machine with two cylinders rotating in opposite directions; which, it
is claimed, reduces the wash time and produces cleaner results; however, this machine is no
longer in production.
In 2007, Sanyo introduced the first drum type washing machine with Air Wash function This
washing machine uses only 50l of water in the recycle mode.
26

In 2008, the University of Leeds created a concept washing machine that uses only a cup (less
than 300ml) of water to carry out a full wash. The machine leaves clothes virtually dry, and uses
less than 2 per cent of the water and energy otherwise used by a conventional machine, but
requires 20 kg of re-usable plastic chips in each load. As such, it could save billions of liters of
water each year.
Features available in most modern consumer washing machines:

Predefined programs for different laundry types

Variable temperatures including cold wash

Rotation speed settings

Delayed execution: a timer to delay the start of the laundry cycle

Additionally some of the modern machines feature:

Child lock

Time remaining indication

Major growth is projected to take place in fully automatic segment, which accounts for above 23
per

cent

of

the

total

market

to

about

30

per

cent.

There is also a trend for purchasing smaller machines in the range of 3 to 4 kg. Capacity as
compared to larger machines as there are more and more nuclear families rather than joint
families. In regard to emerging new technologies in the washing machines sector mention may
be made of aero power, triple cascade tornado wash, digital intelligence, unique optical sensor
and other such innovations and adaptations which are gradually being introduced by the
indigenous manufacturers. Fully automatic machines are gaining popularity with the change in
lifestyle of consumers, increase in income, increase in number of working couples, and due to
price competitiveness.

27

INDIA V/S GLOBAL

The penetration level of Washing Machine is relatively low in India as compared to global due
to many reasons. Many housewives in less affluent households prefer to wash clothes themselves
rather than invest in washing machines. Water scarcity in many Indian cities and timely
availability is another major issue. However, it foresees that penetration of washing machine will
rise by more than 6 per cent in the next two years.
PLAYERS AND MARKET SHARE
The washing machine industry has become highly competitive as a number of brands have
entered the market and the consumer has a wide choice. Some of the company and their brands
are as follows:

Company

Brands

Mirc Electronics Limited

Onida

BPL Limited

BPL

SAMSUNG Electronics India Limited

SAMSUNG

Samsung India Electronics Limited

Samsung
SAMSUNG

SAMSUNG of India Ltd

SAMSUNG

Electronics
registered

Godrej & Boyce Mfg. Co. Ltd.

Godrej

36 %
Electrolux

H1

remarkable growth of
in

Electrolux Kelvinator

has

the

Washing

Machine Segment in
The Fully Automatic

Washing Machines segment has recorded a remarkable performance where volumes have grown
28

by 22% and value by 25% .Here again SAMSUNGEIL happens to be the undisputed leader with
a 30.7 % market share in Fully Automatic Washing Machine and 33.7 % market share in Semi
Automatic Washing Machine.

Market share
Market
Top Loading Washer
European Market Share 10%**
US Market Share
65%
I
50%

Front Loading Washer

90%
35%
50%

ndian Market Share

Top-loading

In a top-loading washer, water circulates primarily along the poloidal axis during the wash cycle,
as indicated by the red arrow in this illustration of a torus.
The top-loading design or vertical-axis clothes washer, most popular in Australia, New Zealand,
Canada, the United States and Latin America, places the clothes in a vertically mounted
perforated basket that is contained within a water-retaining tub, with a finned water-pumping
agitator in the center of the bottom of the basket. Clothes are loaded through the top of the
machine, which is covered with a hinged door.
29

During the wash cycle, the outer tub is filled with water sufficient to fully immerse and suspend
the clothing freely in the basket. The movement of the agitator pushes water outward between
the paddles towards the edge of the tub. The water then moves outward, up the sides of the
basket, towards the center, and then down towards the agitator to repeat the process, in a
circulation pattern similar to the shape of a torus. The agitator direction is periodically reversed,
because continuous motion in one direction would just lead to the water spinning around the
basket with the agitator rather than the water being pumped in the torus-shaped motion. Some
washers supplement the water-pumping action of the agitator with a large rotating screw on the
shaft above the agitator, to help move water downwards in the center of the basket.
Top-loaders are not well-suited to cleaning large objects such as pillows or sleeping bags due to
the tendency for them to just float on the surface of the water without circulating, and the
aggressive agitator action can damage delicate fabrics.
In most top-loading washers, if the motor spins in one direction, the gearbox drives the agitator;
if the motor spins the other way, the gearbox locks the agitator and spins the basket and agitator
together. Similarly if the pump motor rotates one way it reticulates the sudsy water; in the other
direction it pumps water from the machine during the spin cycle. Because they usually
incorporate a gearbox, clutch, crank, etc., top-loading washers are mechanically more complex
than front loading machines but are generally lower maintenance since there is no need for a
door seal (described below). However, the electromechanical components in conventional topload washers have largely reached maturity.
The top-loader's spin cycle between washing and rinsing allows an extremely simple fabric
softener dispenser, which operates passively through centrifugal force and gravity. The same
objective must be accomplished by a solenoid-operated valve on a front loader. Another
advantage to the top loading design is the reliance on gravity to contain the water, rather than
potentially trouble-prone or short-lived front door seals.
As with front-loading washers, clothing should not be packed tightly into a top-loading washer.
Although wet cloth usually fits into a smaller space than dry cloth, a dense wad of cloth can
restrict water circulation, resulting in poor soap distribution and incomplete rinsing. Extremely
30

overloaded top-loading washers can either jam the motion of the agitator and overload or damage
the motor or gearbox, or tear fabrics. Extreme overloading can also push fabrics into the small
gap between the underside of the agitator and the bottom of the wash basket, resulting in fabrics
wrapped around the agitator shaft, possibly requiring agitator removal to unjam.

Arctic BE1200A+ is a front loading budget model sold in 2008 with 6 kg load, LCD indicator,
1200 RPM

Front-loading
The front-loading design or horizontal-axis clothes washer, most popular in Europe and the
Middle East, mounts the inner basket and outer tub horizontally, and loading is through a door at
the front of the machine. The door often but not always contains a window. Agitation is supplied
by the back-and-forth rotation of the cylinder and by gravity. The clothes are lifted up by paddles
on the inside wall of the drum and then dropped. This motion flexes the weave of the fabric and
forces water and detergent solution through the clothes load. Because the wash action does not
require the clothing be freely suspended in water, only enough water is needed to moisten the
fabric. Because less water is required, front-loaders typically use less soap, and the aggressive
dropping and folding action of the tumbling can easily produce large amounts of foam.
Front-loaders control water usage through the surface tension of water, and the capillary wicking
action this creates in the fabric weave. A front-loader washer always fills to the same low water
level, but a large pile of dry clothing standing in water will soak up the moisture, causing the
water level to drop. The washer then refills to maintain the original water level. Because it takes
time for this water absorption to occur with a motionless pile of fabric, nearly all front-loaders
31

begin the washing process by slowly tumbling the clothing under the stream of water entering
and filling the drum, to rapidly saturate the clothes with water.
Front-loading washers are mechanically simple compared to top-loaders, with the main motor
normally being connected to the drum via a grooved pulley belt and large pulley wheel, without
the need for a gearbox, clutch or crank. But front-load washers suffer from their own technical
problems, due to the drum lying sideways. For example, a top loading washer keeps water inside
the tub merely through the force of gravity pulling down on the water, while a front-loader must
tightly seal the door shut with a gasket to prevent water dripping onto the floor during the wash
cycle. This access door is locked shut during the entire wash cycle, since opening the door with
the machine in use could result in water gushing out onto the floor. For front-loaders without
viewing windows on the door, it is possible to accidentally pinch fabric between the door and the
drum, resulting in tearing and damage to the pinched clothing during tumbling and spinning.
Nearly all front-loader washers for the consumer market must also use a folded flexible bellows
assembly around the door opening, to keep clothing contained inside the basket during the
tumbling wash cycle.If this bellows assembly were not used, small articles of clothing such as
socks could slip out of the wash basket near the door, and fall down the narrow slot between the
outer tub and basket, plugging the drain and possibly jamming rotation of the inner basket.
Retrieving lost items from between the outer tub and inner basket can require complete
disassembly of the front of the washer and pulling out the entire inner wash basket. Commercial
and industrial front-loaders used by businesses (described below) usually do not use the bellows,
and instead require all small objects to be placed in a mesh bag to prevent loss near the basket
opening.
This bellows assembly around the door is the source of problems for the consumer front-loader.
The bellows has a large number of flexible folds to permit the tub to move separately from the
door during the high speed extraction cycle. On many machines, these folds can collect lint, dirt,
and moisture, resulting in mold and mildew growth and a foul odor. Some front-loading washer
operating instructions say the bellows should be wiped down monthly with a strong bleach
solution, while others offer a special freshening cycle where the machine is run empty with a
strong dosing of bleach. In the past, suggested remedies have included adding vinegar to the
32

laundry detergent, running an empty cycle with bleach every few weeks, wiping the door gasket
with a diluted bleach solution every other week, and leaving the front-loading washer door ajar
between loads.
Recent studies of consumer-reviews posted across the internet show a trend for U.S. frontloading washers to have bearing failure problems normally within the first 6 years and repair cost
are close to replacement cost, which is the wisest choice. The symptoms are louder noises while
spin-rinsing and then soiled clothes shortly before complete failure, if the bearing grease gets
into the inner tube. So, the expected life of today's washing machine has decreased by about 10
years compared to 30 years ago. The under-lying cause being the choice of U.S. consumers to get
a washing-machine at the lowest-price-point has caused manufacturers to drastically lower their
quality standards to the point where today's machines have shorter life-spans and only one year
warranties are offered. Compared to washing machines of 1970s that lasted about 15 years,
adjusted for inflation, the same quality machine would cost about $2300 today. Europeans
generally spend two to three times more money for better built laundry machines.As with toploading washers, clothing should not be packed tightly into a front-loading washer. Although wet
cloth usually fits into a smaller space than dry cloth, a dense wad of cloth can restrict water
circulation, resulting in poor soap distribution and incomplete rinsing of cloth in the center of the
basket. Extreme overloading of front-loading washers pushes fabrics towards the small gap
between the loading door and the front of the wash basket, potentially resulting in fabrics lost
between the basket and outer tub, and in severe cases, tearing of clothing and jamming the
motion of the basket.

Further comparisons
There are many variations of these two general themes. Top-loading machines in Asia use
impellers instead of agitators. Impellers are similar to agitators except that they do not have the
center post extending up in the middle of the wash tub basket. There is also a variant of the
horizontal axis design that is loaded from the top, through a small door in the circumference of
the drum. These machines usually have a shorter cylinder and are therefore smaller, but offer the
efficiency of a front-loader while eliminating the problems of the flexible bellows. This kind of

33

washing machine is sold and popular in Europe, especially in small households, because it offers
the same drum system as front-loaders, just with a smaller footprint.

European top loader from 2001 with rotating drum

Many front loading machines have electrical heating elements to heat the wash bath to near
boiling. Chemical action is supplied by the detergent and other laundry chemicals. Front loaders
use special detergents that are designed to release different chemical ingredients at different
temperatures. This is so that different type of stains and soils will be cleaned from the clothes as
the wash water is heated up by the electrical heater. Front loaders also need to use low studding
detergents because the tumbling action of the drum folds air into the clothes load that can cause
over-studding. Due to the concentration of water and detergent, though, the studding issue of
front-loaders can also be controlled by simply using less detergent without lessening cleaning
action.
Tests comparing front loading and top loading machines have shown that, in general, frontloaders wash clothes more thoroughly, cause less wear, and use less water and energy than toploaders. As a result of using less water, they require less detergent to be used, or conversely, they
can use the same amount of detergent with less water, which increases detergent concentration
and increases the amount of chemical action. They also allow a dryer to be more easily mounted
directly above the washer.
Top-loading washers do not suffer from continued maintenance problems and need no regular
freshening. During the spin cycle, a top-loading tub is free to move about inside the cabinet of

34

the machine, using only a lip around the top of the inner basket and outer tub to keep the
spinning water and clothing from spraying out over the edge.

Water leakage: Top loading machines are less prone to leakage. Front loading machines
require a seal on the front door, and similarly the front door must be latched during
operation to prevent opening, lest large amounts of water spill out. This seal may leak or
require replacement. Many current front-loaders, though, can be stopped and added to or
removed from, by way of keeping the water level in the horizontal tub below the door
level.

Energy usage: Front loaders use less energy, water and detergent and clean more
effectively than the best top loaders. "High Efficiency" washers use 20% to 60% of the
detergent, water & energy of "standard" washers. They usually take somewhat longer
(20-110 min.) to wash a load, but are computer controlled with additional sensors, to
adapt the wash cycle to the needs of each load. As this technology improves, the human
interface will also improve.

Water usage: Front loaders generally use less water than top-loading residential clothes
washers. Estimates are front loaders use anywhere from about one third to one half as
much as top loaders.

Compactness: Front loading machines may be installed underneath counters. A front

loading washing machine, in a fully fitted kitchen, may even be disguised as an ordinary
base cabinet/unit. They may also be convenient in homes with limited floor area, since
the dryer may be installed directly above the washer.

Spin-dry effectiveness: Front loaders also offer much higher spin drying speeds of up to
2000 RPM, although those marketed to consumers tend to be in the 1100 or 1200 RPM
range, but still considerably higher than the 650 RPMs that are typically found in top
loaders. This makes it possible to dry clothes very quickly by hanging them on washing
lines or airing racks or can substantially reduce the length of time required in a tumble
dryer.

35

Noise: Front loaders tend to operate more quietly than top loaders, because the door seal
helps contain noise and because there is less of a tendency to imbalance.

Accessibility and Ergonomics: Front loaders are more convenient for little people and
those with paraplegia, as the controls are front-mounted and the horizontal drum
eliminates the need for standing and/or climbing. For people who are sufficiently tall and
can stand, top-loaders may be easier to load and unload, since reaching into the tub does
not require stooping. However, this issue can be mitigated due to the offering of risers
(usually with storage drawers underneath) to raise the front loader door opening closer to
the user's level.

Wash cycles
Rinsing
Washing machines perform several rinses after the main wash to remove most of the detergent.
Modern washing machines use less water due to environmental concerns; however, this has led
to the problem of poor rinsing on many washing machines on the market which can be a problem
to people who are sensitive to detergents. The Allergy UK website suggests re-running the rinse
cycle.

Spinning
At the end of the cycle, washing machines spin the load at a high speed to remove most of the
water and quicken and ease the drying process. Early machines would spin at only 300 RPM and,
because of lack of any suspension, would often shake and vibrate. Today, machines can spin as
fast as 2,000 RPM and include built-in suspension and shock systems to reduce noises well as
sensors and software to detect and correct a load that is spinning out of balance. Front-loading
washers can be significantly quieter during spin than top loaders because of the lack of a noisy
gearbox to drive the machine's moving parts.

Maintenance wash

36

Most, if not all consumer washing machines, now use a plastic outer shell instead of stainless
steel to contain the water. Washing machine manufacturers are now advising users, due to the
plastic's adhesion properties with laundry detergent and mold, to perform a regular maintenance
wash which cleans the inside of the washing machine. A maintenance wash is performed without
any laundry on the hottest wash programmed, using either one of the following: white vinegar, a
detergent with bleaching properties (it is not advisable to put actual bleach inside the washing
machineor a proprietary washing machine cleaner. The purpose of a maintenance wash is to
remove any mold, bacteria, old detergent residue and grunge. If using white vinegar, it is
important to allow the washing machine to fill for about 30 seconds before adding the vinegar, as
the first bit of water goes into the sump.

Standards
Europe

The EU requires washing machines carry an efficiency label

Capacity and cost are the main considerations when purchasing a washing machine. If intended
for use by a small family, a capacity of under 5 kg should be sufficient (thus saving energy and
running costs).
Washing machines display an EU Energy Label with grades for energy efficiency, washing
performance and spin efficiency. Grades run from A to G (best to worst), providing a simple
method for judging running costs and performance. For example a "Triple A" (AAA) rated
machine indicates lowest energy consumption, best wash and best water extraction (i.e. spin)
performance. This has had the desired effect of driving customers toward more efficient washing
machines and away from less efficient ones.
37

One important factor that is missing from the energy labeling scheme is the washing machine's
rinsing performance, which can adversely affect allergy sufferers and people who are sensitive to
laundry detergents and chemicals. It is advisable to check an independent consumer report on
how well a washing machine can rinse before purchasing, as newer washing machines use a lot
less water than older ones.

United States
Top-loading and front-loading clothes washers are covered by a single Federal Standard
regulating energy consumption. The Federal Standard effective up until January 1, 2011 includes
no restriction on water consumption. Therefore, washer manufacturers face no legal restriction
on how much unheated rinse water may be used, in washers manufactured before that date.
Many US-market clothes washers are more energy-efficient and water-efficient than required by
the mandatory Federal Standard, or even the more stringent Energy Star standard. Manufacturers
may be motivated to exceed legally mandated standards by a program of direct-to-manufacturer
tax credits. Excessive energy conservation in the laundering process may lead to less-thansatisfactory cleaning, and excessive water conservation may lead to poor rinsing.

Commercial use

Commercial washing machines in a self-service Laundromat

A commercial washing machine is intended for more frequent and long-term usage than a
consumer washing machine. Because function is more important than style, most commercial
washers have a sharp-edged square appearance, often with stainless steel exteriors to minimize
rust and corrosion in a constantly moist environment. They are built with large easy-to-open
38

service covers, and the washer mechanisms are internally laid out in a manner that does not
require access to the underside of the unit for service. Often commercial washers are installed in
long rows with a wide access passageway behind all the machines to allow maintenance without
moving the heavy machine.
Many commercial washers are built for use by the general public, and are installed in publicly
accessible Laundromats or launderettes, operated by money accepting devices or card readers.
The features of a commercial Laundromat washer are more limited than a consumer washer,
offering just two or three basic wash types plus an option to choose wash cycle temperatures.
The common front-loading commercial washing machine also differs from consumer models in
its expulsion of wash and rinse water. While the consumer models pump used water out allowing
the waste line to be located above the washer, front loading, commercial machines generally use
gravity to expel used water. A drain in the rear, at the bottom of the machine opens at the
appointed time during the cycle and water flows out. This creates the need for a trough behind
machines which leads to a filter and drain. The trough is usually part of a cement platform built
for the purpose of raising the machines and can be seen behind washers at most laundromats.
Commercial washers for business (still often referred to as a washer/extractor) can include extra
features that are never seen in the consumer market. Many commercial washers offer an option
for automatic chemical injection of five or more different chemical types, so that the operator
does not have to deal with constantly measuring out soap products and fabric softeners for each
load. Instead a precise metering system draws the detergents and wash additives directly from
large liquid-chemical storage barrels and injects them as needed into the various wash and rinse
cycles.Some computer-controlled commercial washers offer the operator complete control over
the various wash and rinse cycles, allowing the operator to program custom washing cycles.
One special type of continuous-processing washer is known as the tunnel washer which does not
have separate, distinct wash or rinse cycles, but combines them all in sequence inside a single
long large-diameter rotating tube.

39

A 1980s Begin SAMSUN 180kg load industrial washer in a Hotel in Brussels

A 1980s Begin SAMSUN 90kg load industrial washer
An industrial clothes washer can be used to batch process up to 800 pounds (140 kg) of textiles
at once, and can be used for extremely machine-abusive washing tasks such as stone washing or
fabric bleaching and dyeing.
An industrial washer can be mounted on heavy shock absorbers and attached to a concrete floor
so that it can extract water from even the most severely out-of-balance and heavy wash loads. It
may be mounted on hydraulic cylinders, permitting the entire washer to be lifted and tilted so
that fabrics can be automatically dumped from the wash drum onto a conveyor belt once the
cycle is complete.

Social impact
The historically laborious process of washing clothes has at times been labelled "woman's work"
and women from all classes tried to find ways to get relief from doing laundry.
In 2009, L'Osservatore Romano published an article entitled "The Washing Machine and the
Liberation of Women" that was controversially meant to demonstrate that the washing machine
had done more for the liberation of woman than the contraceptive pill and abortion rights, which
are often associated to Women's Day. The article shocked Italian feminists and provoked
criticism from Opposition MP Paola Concia A study from Universit de Montral also presented
a similar point of view to that of L'Osservatore.
Swedish statistician Hans Rosling has suggested that the positive effect the washing machine had
on the liberation of women, makes it "the greatest invention of the industrial revolution".

Environmental Impact
40

Due to the decreasing gap between the cost of repairs and the cost of purchasing a washing
machine, there has been a major decline in the number of washing machines being repaired (to
the detriment of the environment). The cost of having a washing machine repaired once they
develop faults is often so high relative to the cost of purchasing a new one that most washing
machines are scrapped because they are considered beyond economical repair.

Manufacturers and brands

Antonio Merloni: including brand names Asko, Servis, ARDO

Arelik: including the brand names Arelik, Beko, Blomberg, Grundig, Arctic, Altus,
Flavel, Elektra Bregenz, Leisure

BSH: including the brand names Siemens, Bosch

Candy: including brand names Candy, Hoover, Zerowatt, Helkama, Grepa, Vyatka, Jinling

Electrolux: including the brand names Electrolux, AEG, Elektrohelios, Zanussi

GE

Indesit: including the brand names Indesit, Ariston, Hotpoint, Scholtes

SAMSUNG

Gorenje

Miele

SMEG: including brand names SMEG worldwide and White Westinghouse in Europe.

Samsung

Vestel: Vestel, Regal, Vestfrost

Washex
41

CHAPTER-3
NATURE AND GROWTH OF WASHING MACHINES
INDUSTRY

42

COMPANY PROFILE OF WHIRLPOOL

Vision of WHIRLPOOLIndia pvt.ltd.

WHIRLPOOLElectronics is pursuing the vision of becoming a true global digital leader,
attracting customers worldwide through its innovative products and design. The companys goal
is to rank among the top 3 consumer electronics and telecommunications companies in the world
by 2010. To achieve this, we have embraced the idea of Great Company, Great People,
recognizing that only great people can create a great company.
WHIRLPOOL Electronics India Pvt. Ltd., a wholly owned subsidiary of WHIRLPOOL
Electronics, South Korea was established in January, 1997 after clearance from the Foreign
Investment Promotion Board (FIPB).
The trend of beating industry norms started with the fastest ever-nationwide launch by
WHIRLPOOL in a period of 4 and 1/2 months with the commencement of operations in May
1997. WHIRLPOOL set up a state-of-the art manufacturing facility at Greater Noida, near Delhi,
in 1998, with an investment of Rs 500 Crores. This facility manufactured Colour Televisions,
Washing Machines, Air-Conditioners and Microwave Ovens. During the year 2001,
WHIRLPOOL also commenced the home production for its eco-friendly Washing machines and
established its assembly line for its PC Monitors at its Greater Noida manufacturing unit. The
beginning of 2003 saw the roll out of the first locally manufactured Direct Cool Washing
machine from the plant at Greater Noida.
In 2004, WHIRLPOOL also up its second Greenfield manufacturing unit in Pune, Maharashtra
that commences operations in October this year. Covering over 50 acres, the facility
manufactures Color Televisions, Washing machines, Washing machines, Washing Machines
Microwave Ovens Color Monitors and GSM phones.
The Greater Noida manufacturing unit line has been designed with the latest technologies at par
with international standards at Korea and is one of the most Eco-friendly units amongst all
WHIRLPOOL manufacturing plants in the world.WHIRLPOOL has been able to craft out in
eight years, a premium brand positioning in the Indian market and is today the most preferred
43

brand in the segment. Various studies have shown that the consumer is well informed on the
health awareness front.
WHIRLPOOL was one of the first companies who recognized the emerging change in consumer
needs and decided to differentiate their products on the basis of technology which appealed to the
consumer on the basis of health benefits.
Its vision was to become a 'Health Partner' for its consumers worldwide and therefore formulated
its corporate philosophy to make peoples' lives better, convenient and healthier. The CTV range
offered by WHIRLPOOL has 'Golden Eye' technology, which senses the light levels in the room
and adjusts the picture to make it more comfortable for the eyes. The entire range of
WHIRLPOOL air-conditioners have 'Health Air System', which not just cools, but keeps
pollution out. Similarly, microwave ovens have the 'Health Wave System', washing machines
have the 'PN System', which preserve the nutrition in food and washing machines have 'Fabricare
System', which takes the health factor down to ones clothes. All the products offered by the
company have unique technologies, developed by its R&D departments that give consumers a
healthier environment to live-in.
The year 2001 witnessed WHIRLPOOL becoming the fastest growing company in the consumer
electronics, home appliances and computer peripherals industry. The company had till the month
of October 2001 achieved a cumulative turnover of Rs 5000 Crores in India since its inception in
1997, making it the fastest ever Rs 5000 Crores clocked by any company in the Indian consumer
electronics and home appliances industry. Having achieved this milestone, WHIRLPOOL
achieved another benchmark with the first ever sales of One lakh ACs (Windows and Splits) in a
calendar year.
In Color Televisions having set the sales target of one million units of Color Televisions for
2002, WHIRLPOOL has already achieved the one million mark in the month ahead of its target.
In 2003, WHIRLPOOL has emerged as the leader in Color Televisions, Semi Automatic Washing
Machines, Washing machines, Frost-Free Washing machines and Microwaves Ovens. In the year
2004, WHIRLPOOL achieved unprecedented sales efficiency both in Direct Cool and Frost Free
segment and sold more than 1 million units of washing machines outperforming industry
expectations.
WHIRLPOOL Electronics India is the fastest growing company in the consumer electronics,
home appliances and computer peripherals industry today. WHIRLPOOL Electronics is
44

continually providing superior technology products & value for money to more than 50 lakh
households in India.
The company has achieved a turnover of Rs 6500 crore in 2004 and aims to touch a turnover of
10 Billion US Dollars by 2010 and commands an enviable position in the GSM mobile phone
market. It has already started manufacturing of GSM phones in its plant at Pune.
WHIRLPOOL India has also been taking on a slew of initiatives as a part of Corporate Social
Responsibility. WHIRLPOOL is proud to have adopted about 24 villages around our Greater
Noida facility. WHIRLPOOL extends Free Medical Care, which comprises of free check ups and
a free distribution of medicines on a daily basis.WHIRLPOOL is also generating selfemployment opportunities for the people in the form of tailoring, knitting etc. in addition to all
this, WHIRLPOOL also sends veterinary doctors regularly to these villages. Besides all this,
WHIRLPOOL India is one of the very few companies in the country that has an internal Energy,
Environment, Safety and Health Department. This function caters to activities like Energy
Conservation, Environmental Issues, Work Place Fire and Safety as well as Occupational Health
for the benefit of the employees.

45

Awards
New Delhi, October 24th October, 2007:WHIRLPOOL Electronics India Pvt. Ltd. today
achieved another landmark by bagging the award for excellence in Exports of Electronic
Hardware by the Electronics and Computer Software Export promotion Council of India
(ESC) .This achievement is another feather in the cap for the company after achieving a
milestone of USD 186 million in exports for calendar year 2006. This milestone has reiterated
SAMSUNGs prime position not only in the domestic but the international markets as well.
The award was received by Mr. Ajay Sapra, DGM, Corporate Exim, WHIRLPOOLand
Mr.JatinMadan, AGM, Exports, WHIRLPOOL, on behalf of WHIRLPOOL on 24th
October, 2007 at a function held at Hall Kamal Mahal, Hotel Maurya Sheraton, Sardar Patel
Marg, New Delhi. Shri A. Raja, Union Minister for IT and Communications presented the
Awards.
46

WHIRLPOOL has emerged as top player in Consumer Electronics Exports and is exporting a
range of products primarily to the highly competitive markets of Middle East, Asia and Africa.
The award was given to WHIRLPOOL for its excellent exports performance in Consumer
Electronics (CTV, Monitors, GSM, Personal Computers and ODD) during the financial year
2005-2006. During this period, WHIRLPOOL achieved exports worth USD 133 Million defined
categories.

product

Products
Washing machine
Microwave Oven
Vacuum cleaner
Washing Machines
Washing machine

Washing Machines of WHIRLPOOL

DISH WASHER

WASHER DRYER

FRONT LOAD
WASHING MACHINE

STEAM WASHER
DRYER

47

TOP LOAD WASHING

MACHINE

SEMI AUTOMATIC

Microwave Oven of WHIRLPOOL

SOLAR DOM: -The center

piece of your kitchen that
uses the revolutionary light
wave technology. It has a
round cavity for larger dishes
and cooks up to 4 times
faster.

CONVECTION: - Superior
technology that lets you bake,
brown or grill while cooking
your food. The fan at the back
regulates hot air efficiently to
bring out the best in your
dishes.

GRILL: - Now grill or brown

your dishes in addition to
your regular cooking. With a
concealed heater now make
your favouriteTikkas, Kebabs
and low favouritre recipes at
home.

SOLO: - Perfect for every

day cooking as it agitates the
water, fats and sugar to cook
food. Food cooks uniformly
and makes finger lickin recipes
in seconds.

48

Washing machine of WHIRLPOOL

SIDE BY SIDE
WASHING MACHINE:The ultimate Affluence
Statement Share the
good life with our side by
side range of washing
machines with state of
the art technologies and
international styling

WHIRLPOOL LEADERSHIP

FROST FREE WASHING

MACHINE: Usher in the Health in your life
with WHIRLPOOL's new range
of frost free washing machines.
With the revolutionary Green
Ion Door Cooling Technology,
enjoy the assurance of healthy
living.
DIRECT COOL WASHING
MACHINE: The all new range of direct
cool washing machines is as
talented as you are, with
superb looks; faster ice making,
colors and many more features.
Now welcome another
perfectionist in your life.

49

Source: ORG-GFK (Value market share: Jan - Aug. 2008)

COMPANY PROFILE OF SAMSUNG

50

Vision of Samsung India pvt.ltd.

The vision of SAMSUNG Electronics is "Leading the Digital Convergence Revolution" and our
mission to carry out this vision is "Digital- Company.
There are two requirements for being "Digital- Company", and the first is clearly about being
"Digital" producing not just digital products, but products that inspire digital integration across
our entire company. The second part of being a "" is to use - Processes connecting R&D,
production, and marketing to customers, partners, and the market-disciplined approach is the
way we bring value to every part of our supply chain, including products data and customer
relationship through Enterprise Resource Planning (ERP).
SAMSUNG Electronics will network core components such as memory chips, system-LSI and
LCDs as well as A/V, computers, telecommunication devices, home appliances and other standalone products into a total solution of digital convergence era.
Samsung India is the hub for Samsungs South West Asia Regional operations. The South West
Asia Regional Headquarters looks after the Samsung business in Nepal, Sri Lanka, Bangladesh,
Maldives and Bhutan besides India. Samsung India which commenced its operations in India in
December 1995, today enjoys a sales turnover of over US$ 1Bn in just a decade of operations in
the country.
Headquartered in New Delhi, Samsung India has a network of 19 Branch Offices located all over
the country. The Samsung manufacturing complex housing manufacturing facilities for Colour
Televisions, Color Monitors, Washing machines and Washing Machines is located at Noida, near
Delhi. Samsung Made in India products like Color Televisions, Color Monitors and Washing
machines are being exported to Middle East, CIS and SAARC countries from its Noida

51

manufacturing complex. Samsung India currently employs over 1600 employees, with around
18% of its employees working in Research & Development.

Growing to be the best: - Samsung India aims to be the Best Company in India by the
Year 2006. Best Company in terms of both the internal workplace environment as well as the
external context in which the Company operates. Samsung aims to grow in India by contributing
to the Indian economy and making the lives of its consumers simpler, easier and richer through
its superior quality products.
Our aim is to gain technological leadership in the Indian marketplace even as our goal is to earn
the love and respect of more and more of our Indian consumers.
Mr. S.H. Oh, President & CEO
Samsung South-West Asia Regional Headquarters

Manufacturing:
Samsungs state of the art highly automated manufacturing facilities are located at the
Companys sprawling Noida Complex. Enjoying the Number 1 position amongst all Samsung
subsidiaries in terms of productivity and having been ranked as the subsidiary with the Best
Quality System, Samsung India prides itself for its Manufacturing Value Innovation.
The manufacturing capacities of the Samsung products manufactured in India (as of Year 2004)
are:
PRODUCT
CAPACITY DETAILS
CTV
1.5 million
Curved & Flat TVs
Colour Monitor 1.5 million
CRT & TFT LCD Monitor
Washing machine 0.6 million
Frost-free and Conventional Washing machines
Washing Machine 0.5 million
Fully Automatic and Semi Automatic
AC
0.4 million
Window and Split ACs
Samsung India is working with and contributing to the development of the domestic component
industry in the country. The Company is working with its partners to improve their product
quality and processes. Thus, Samsung vendors are sent to different Samsung subsidiaries to meet
the Samsung overseas vendors in order to benchmark their own processes. Samsung is also
training its vendors on eco-partnership so that the components manufactured by them are eco
friendly as per ROHS norms.

Awards
52

 Manufacturing Value Innovation Gold Award for Productivity, Cost, Speed at the Visual
Display Plant November 2004.
Management Innovation Award December 2004

Samsung Quality Award November 2004 for Colour Television &Colour Monitor
Plants

Samsung Innovation Award November 2004 for Washing machine Plant.

Brand power
From being a virtually unknown entity in the Year 1995, brand Samsung today enjoys an
awareness of over 95% and a positive opinion of around 80% in the country today (source: BAS
2004). Sports Marketing and Entertainment Marketing have been the key elements of the
Companys Brand Marketing Strategy. Samsung has very successfully leveraged its association
with Cricket and Cinema in the form of Team Samsung and Samsung IIFA Award. Samsung
India sponsored the high profile Samsung Cup Indo-Pak Cricket Series in the Year 2004. Team
Samsung or Samsungs team of celebrity cricketers endorsing Samsung products has been
successfully used to create more awareness for Samsung products.
To further reinforce its lifestyle positioning, Samsung has been associated with the Lakme India
Fashion Week (LIFW) for its Mobile Phones. The Company used the LIFW-2005 as a platform
to launch its D-500, Worlds Best Mobile Phone in the Indian market.

Retaining Customers
Samsung considers 'After Sales Service' as a key differentiator for Samsung products. In order to
deliver prompt and easily accessible service, Samsung India has set up a widespread network of
company owned as well as Authorized Service Centers to service its consumers. The Samsung
Service Plazas, as the Company owned Service Centers are called, are a first in the industry.
53

To satisfy the needs of its Home Appliance consumers, Samsung has set up state-of-the-art Home
Appliance Service Centers in 19 cities that are equipped with latest testing and measuring
equipments for servicing only Home Appliance products.
Speed, Smile, Sure is the motto for Samsung Service, as the Company seeks to satisfy more and
more of its consumers with prompt and accurate service. The company adheres to a turnaround
time of 24 hours within the city where the Samsung Service Centre is located. A Service Helpline
number 30308282 gives access to Samsung Service throughout the country. Samsung India
organizes a Free Service Camp on an All India basis, every year, for proactively reaching out to
consumers and servicing their Samsung products.
10 second to loose a consumer, 10 years to gain them back forms the guiding principle for
Samsung Service Team as it strives to satisfy the growing expectations of Indian consumers.
Samsung Profile 2008
Wherever you are... in the hustle of the streets or the comfort of the home...Samsung is part of
the fabric of your life. As a global leader we are at the forefront of change, anticipating today
what our customers around the world will want tomorrow.

Q1. Which brand of Samsung and Whirlpool product do you have?

NO OF RESPONDENTS

NO. OF PERCENTAGES
54

SAMSUNG
WHIRLPOOL

55
45

45%
SAMSUNG

WHIRLPOOL
55

Tabl
e No. 4.1

Fig No. 4.1

INTERPRETATION
55

From my survey I have found that Samsung have major market share in terms of washing
machine than Videocon. There are 46% of people those which are using Samsung washing
machines.

Q2. How do you come to know about your brand /model of Samsung and
Whirlpool?
NO OF RESPONDENTS

NO. OF PERCENTAGES

NEWSPAPER

38

MAGZINE

16

FRIENDS

27

OTHERS

19

Table 4.2

56

19%
38%

NEWSPAPER
MAGZINES
FRIENDS

27%

OTHERS
16%

Fig No. 4.2

INTERPRETATION
From my survey I have found that newspaper played major role in making awareness to the
consumers about the washing machine. The next major role is played by the friends. However
only 16% of customers said that they come to know about the product through magazines.

Q3.Which Factors influence you more in your buying decision?

NO OF RESPONDENTS
BRAND IMAGE
PRICE
QUALITY
AFTER SALE SERVICE
Table No. 4.3

NO. OF PERCENTAGES
25
40
24
11

57

11%

25%
BRAND IMAGE

24%

PRICE
QUALITY

40%

AFTER SALE SERVICE

INTERP
RETATION
The factors that are responsible for choosing a particular product was found to be price, brand
name& quality. They are 40% of the people those said that price has influenced them more by
buying.

Q4.Who influenced you more in your buying decision?

NO OF RESPONDENTS
SELF
FRIENDS/RELATIVES
FAMILY MEMBERS
OTHERS
Table No. 4.4

NO. OF PERCENTAGES
15
26
38
21

58

21%

15%

26%

SELF
FRIENDS/RELATIVES
FAMILY MEMBERS

38%

OTHERS

Fig No. 4.4

INTERPRETATION
From my survey it is very much clear that there is a major role of family in buying decision of
the people. The next major role is played by friends.

Q5. Awareness about Samsung and Whirlpool brand available in the market?
NO OF RESPONDENTS
FULLY AWARE
LESS AWARE
UNAWARE

NO. OF PERCENTAGES
31
28
41

59

31%

41%

FULLY AWARE
LESS AWARE
UNAWARE

28%

Table No. 4.5

Fig No. 4.5

INTERPRETATION
In my survey, it is very much clear that majority of people are not aware about different washing
machine brands available in the market. There are 41% of people who are not aware.

60

Q6.What did you perceive first while buying the Samsung and Whirlpool?
NO OF RESPONDENTS
BRAND IMAGE
PRICE
QUALITY
AFTER SALE SERVICE
STYLE/LOOKS

NO. OF PERCENTAGES
21
36
28
7
8

Table No.4.6

8%
7%

21%
BRAND IMAGE
PRICE
QUALITY
AFTER SALE SERVICE

28%

STYLE/LOOKS
35%

Fig No. 4.6

INTERPRETATION
The factors that are responsible for choosing particular brand of washing machine was found to
be price, brand name quality. There are 36% of people who said that price is the main factor
which influenced them more in buying washing machine.

Q7. Are you satisfied with overall performance?

61

NO OF RESPONDENTS
FULLY SATISFIED
SATISFIED
UNDECIDED
LESS SATISFIED

NO. OF PERCENTAGES
12
43
26
6

Table No. 4.7

13%

6%

12%
FULLY SATISFIED
SATISFIED

26%

43%

UNDECIDED
LESS SATISFIED
POOR

Fig No. 4.7

INTERPRETATION
On asking that whether the customers are overall satisfied with the performance of the washing
machine, only about 13% reported that they are less satisfied whereas about 43% said that they
are satisfied with the performance of the washing machine.

Q8.Which Company gives the most beneficial schemes to the customers?

NO OF RESPONDENTS
WHIRLPOOL
SAMSUNG

NO. OF PERCENTAGES
50
40
62

OTHERS
Table no.4.8

10

10%

50%
40%
WHIRLPOOL

SAMSUNG

OTHERS

Fig no.4.8
INTERPRETATION
On asking which company provides the most beneficial schemes to the customers. Only 10%
people are in favour of other companies,50% are in favour of whirlpool.

63

Q9. If any other brand of product offers you attractive schemes, will you go for that brand?
NO OF RESPONDENTS
YES
NO

100
63
37

37%

YES

NO

63%

Table
No.4.9

64

Fig no.4.9

INTERPRETATION
It is clearly seen that if any other company will offer more attractive schemes than 67%
consumers will go to that brand.

CHAPTER-5
RECOMMENDATIONS
AND
CONCLUSIONS
65

LIMITATIONS
1. The sample size chosen for interview was small in size . If the sample size would have
been large, the study will be more accurate and near to reality as the confidence limit will
be more.
2. Another limitation was the scope of research is limited to Faridabad only, as personal interview
couldnt be conducted in more areas due to inconvenience.
3. The questionnaire prepared for interviews has limitations also; the questionnaire cant cover the
whole complexity of the topic. The questionnaire covers some important points only.

4. Lack of knowledge on the part of the respondent regarding the subject matter.
5. The secondary data collected might consist of manipulation, which might have given bias
in the result.
6. The lack of experience in preparing the project report.
7. Lack of experience in drafting the questionnaire.
8. Survey result may be prone to sampling errors.

RECOMMENDATIONS
1. Whirlpool must try to come out with some specific offers so that people get motivated and
buy the product because of that specific offer.
2. Whirlpool should think positively to tap the companies including in viral marketing.
66

3. Vodafone should incorporate further innovation to outsmart the most potential competitors.
4. Emphasis on more effective public relation exercise should be given by sponsoring various

5.

events to expand its reach.

More potential scheme should be launched to incorporate the perfect blend of push and pull.

CONCLUSIONS
Before I conclude I would like to share the key learning I derived from this project. This has
been enumerated below as follows: 1. The learning specific to this project has been that it provided us with a real exposure to
the market of white goods and its consumers level of satisfaction.
2. People have different personalities and different attitudes and therefore good
communication is required to approach the consumers.

3. Gaining in-depth knowledge about the consumers behavior and white goods business in
India as-well-as consumer loyalty.
4. WHIRLPOOL Washing machine service providers leads in terms of satisfied and loyal
customers. While Samsung customer is loyal but dissatisfied customer.
5. In terms of satisfaction,WHIRLPOOL Washing machine leads with both satisfied as well
as satisfied customer. Dissatisfaction level is low.
6. Here again WHIRLPOOL Washing machine edges out Samsung in terms of power
consuming, less cost after sales services. WHIRLPOOLalso leads in terms of dryer
system and customer service.
7. The result shows that majority of respondent chose WHIRLPOOL Washing machine as
the company with larger subscriber base compared to Samsung.
67

8. The consistent responses by WHIRLPOOL Washing machine users perceive it as a value

for money service. Samsung is not very much expensive as compare toWHIRLPOOL.
9. The brand personality of WHIRLPOOL Washing machine comes across as an exciting
and competent brand. Its vibrancy appeals to the customers who relate to the
advertisement messages.
10. Brand awareness of the respondent was high with most being aware of both
WHIRLPOOL Washing machine and SAMSUNG. So the spoils are even for both the
companies here.

BIBLIOGRAPHY

68

BIBLIOGRAPHY
1. Ansal, Hacer k. Technical change and Industrial policy,Oscar Publication,7 th Edition,
(1990).
2. Kothari C.R. Research Methodology, Vikas Publishing house private L.T.D, 2nd
Edition, (2006).
3. Sharma N.K. Marketing strategy and planning, Oscar Publications, 7th Edition, (2007).
4. William M.K. Trochim, Research Method: the Concise knowledge Base, Atomic Dog
Publication, 15th Edition (2005).
Websites:1.
2.
3.
4.
5.

www.trail.com.
www.brandannalysis.com.
www.samsung.com
www.google.co.in
www.Whirlpoolindia.com

69

ANNEXURE
-QUESTIONNAIRE

70

QUESTIONNAIRE
Q1. Which brand of Samsung and Whirlpool product do you have?
Samsung ( )
Whirlpool ( )
Q2. How do you come to know about your brand /model of Samsung and

Whirlpool?
Newspaper ( )
Magazine ( )
Friends
Others

( )
( )

Q3. .Which Factors influence you more in your buying decision?

Brand Image

( )

Price

( )

Quality

( )

After sale service ( )

Q4. Who influenced you more in your buying decision?
71

Self

( )

Friends/Relatives

( )

Family members

( )

Others

( )

Q5. Awareness about Samsung and Whirlpool brand available in the market?
Fully Aware ( )
Less Aware ( )
Unaware

( )

Q6. What did you perceive first while buying the Samsung and Whirlpool?
Brand Image

( )

Price

( )

Quality

( )

After sale service ( )

Style

( )

Q7. Are you satisfied with overall performance?

Full Satisfied

( )

Less Unsatisfied ( )
Undecided

( )

Less Satisfied

( )

Q8. Which Company gives the most beneficial schemes to the customers?
Whirlpool ( )
72

Samsung

( )

Others

( )

Q9. If any other brand of product offers you attractive schemes, will you go for that brand?
Yes ( )
No ( )

73