INTRODUCTION

The primary purpose of this study is to provide comprehensive market intelligence for Household Appliances. It attempts to provide a comprehensive review of the market situation and analyzes trend in Pune region. A combination of primary and secondary research has been used for all findings.

In todays intensely competitive environment, companies today are constantly looking for ways to satisfy customers by having a better understanding of changing customer preferences. The over changing market characteristics have huge impact on corporate decisions. Within the current marketing environment, competition between products and services is becoming increasingly tough. This report discuss about ONIDA home appliances and also other brand home appliances which are closely related to ONIDA.

The main base of our study is to know the competition faced by the ONIDA and for this purpose the consumer preference towards ONIDA is studied in depth. The study of consumers helps firms and organizations improve their marketing strategies by understanding issues such as how the psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products);The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media); Limitations in consumer knowledge or information processing.

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INDUSTRY PROFILE:
Home Appliances in India Home Appliances are that without which a modern home is considered Incomplete. We have become so used to some of the home appliances that it seems difficult to live without them. Indeed, they have made our life more comfortable and easier than ever. Examples: Gas stoves, toasters, microwave ovens, mixer & grinders, refrigerators, water purifiers are some of the most common kitchen appliances in India. Besides, there is a category of electronic products these are air conditioners, fans, room coolers, room heaters, geysers, electrical irons etc.

Home Appliance Stores Most of the leading home appliances manufacturers and companies have set up their exclusive retail outlets in important towns and cities of the country. Besides, there are local home appliances suppliers, manufacturers, wholesalers and retailers spread throughout India. This lets the customers compare the products of different companies before buying. Some manufacturers also offer after sale service, and if needed, repair the damaged parts of your electronic products

Television Sets category was way ahead with 47% share of Home Appliances

and

volumes, followed by Air-conditioners and Refrigerators with 13% and 9% shares respectively.

Out of 30 categories, 18 of the categories saw growth in Oct-Dec 10. Interestingly, Television Sets (154) advertised the maximum number of brands followed by Mixers/Grinders (111) and Water Purifiers (104).

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COMPANY PROFILE:
The Company was incorporated on 01 January 1981 as MIRC Electronics Private Limited. The word Private was deleted from the name on 13th September, 1988 pursuant to Section 43A(1A) of the Act, and a fresh certificate was issued by the Registrar of Companies, Maharashtra on 18th September, 1992 converting the company into a Public Limited Company. MIRC Electronics Limited was promoted by Mr. Gulu L. Mirchandani, Mr. Vijay J. Mansukhani and Mr. Sonu L. Mirchandani. The other listed companies promoted by the promoters are Onida Saka Ltd., Onida Savak Ltd. and Monica Electronics Ltd. which are engaged in the manufacture of Colour Televisions, Black & White Televisions, Video Cassette Recorders, Audios, Air Conditioners, Washing Machines, Electronic Tuners and other electronic products. The Company had launched two new models with better aesthetics and quality that the `ONIDA' brand demands. With the introduction of full range of Black &White televisions, the Company had also launched a new color television. The Company had also introduced Brother fax machines and 'ONIDA ARCADES', which shall be exclusive available in 'ONIDA' showrooms.

The Company was awarded ISO 9001 certification during the period under review. The improved compliance with the laid down Systems & Procedures, Total Quality Management discipline, Cost reduction & Value engineering would go a long way in fine tuning the performance of the Company.

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ONIDA TODAY:

Onida is a popular electronics brand in India. Onida has a network of 33 branch offices, 208 Customer Relation Centers and 41 depots spread across India. As on 31 March 2005, Onida had a market capitalization of Rs.301.46crore. Mirc Electronics won an Award for Excellence in Electronics in 1999. Onida with its Sales & Marketing office in Dubai reported a 215 per cent export growth in two years, setting the base for an increased robust international presence. The shipments to the Gulf contribute was almost 65 per cent of Onida's export revenue, while shipments to the fast growing East African market (Uganda, Tanzania, Kenya and Ethiopia) and the SAARC countries accounted for 16 per cent of export revenues. Home Theatres and DVD players have been introduced in these markets to strengthen the Onida brand presence. These products have customized models with local language user interfaces in line with its geographies of focus. Onida products have been favored by hypermarkets like Lu Lu Centres, Carrefours, Geants and Dasmans in GCC countrie

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Product Category:
ONIDA brand has following range of products:

1. LCD TVs 2. Plasma TVs 3. DVD and Home Theater 4. Air Conditioners 5. Washing machines 6. Microwave Ovens 7. Presentation Products 8. Inverters 9. Mobile phones 10. LED TV

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OBJECTIVES AND USEFULNESS OF THE STUDY:

PRIMARY OBJECTIVES: The main motive should be to understand the current AC market. To understand the factors that influences the customer buying behavior. To have a broad view of the companys marketing strategies. SECONDARY OBJECTIVES: To know the mindset of the customers regarding the Onidas ACs. To learn points which are considered while marketing their product. To know about marketing strategies attaining maximum feasibility for the product. To understand its competitors in business. To have an overview of Onida company.

Usefulness of the study:

The project will help the organization to find out the opportunity for ONIDA ACs. The project will help the organization to know Distributors Dealers and consumers perception about Onida and its competitors. The study will help the organization to find out close competitors for ONIDA. It will help to decide suitable promotional schemes for its products in various categories.

My study has a huge scope as it helps to understand the AC market. Some of them has a mindset that there people only losses money, but when they understand the technical aspect of it they also get advanced and wider their knowledge by knowing about the new systems that come into market and how economical it is.

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Research Methodology
Definition of Research:-

The word research is derived from the Latin word meaning to know. It is a systematic and a replicable process, which identifies and defines problems, within specified Boundaries. It employs well-designed method to collect the data and analyses the Results. It disseminates the findings to contribute to generalize able knowledge. The Characteristics of research presented below will be examined in greater details later are:

Systematic problem solving which identifies variables and tests relationships between them Collecting, organizing and evaluating data. Logical, so procedures can be duplicated or understood by others Empirical, so decisions are based on data collected Reductive, so it investigates a small sample which can be generalized to a larger population Replicable, so others may test the findings by repeating it. Discovering new facts or verify and test old facts. Developing new scientific tools, concepts and theories, this would facilitate to take decision.

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 Research Design:-

Research

design

is

plan,

structure

and

strategy

of

investigation

conceived so as to obtain answers to research questions and to control variance. Thus research design is a logical and systematic plan prepared for directing a research study. It specifies the objective of the study the methodology and techniques to be adopted for achieving the objectives.

Data Collection:-

The prepared questionnaires were distributed among the dealers in the areas identified for the survey purpose. The respondents were chosen through internet and using updated telephone directory 2009 as a source for identification. Sources of data: Primary data: Primary data are those which are collected afresh and thus happen to be original in character. These are collected through: I. II. Sample survey Questionnaire

Secondary data: Secondary data means the data which are already available. These are collected through: I. II. Distributors Internet

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 Pilot study:A pilot study was conducted to ascertain the validity and relevance of the various inputs of the questionnaire.

Sample size:For carrying out any research or study on any subject it is very difficult to cover even 10% of the total population. Therefore the sample size has to be decided for meaningful conclusion. For designing the sample size, it was thought proper to cover a very small percentage of dealers in various locations. In this research sample size is 50.

Sample design:A sample size as the name implies, is a smaller representative of a larger value. A sample design is definite plan for obtaining a sample from a sampling frame. Collecting the required information from the right source is very important. Sources from which the data are collected differ as per the required of the researcher.

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Data collection method:

This step involves making very specific plans about how to conduct research and collect data.

a) Instrument of data collection:Instrument for data collection is questionnaire. Questionnaire: a prepared set of question designed to generate data necessary for

accomplishing the objectives of the research project. Information was collected by personal interviews.

b) Data analysis techniques: Tables are drawn and percentages are found out of total survey done for all the parameters.

Analysis is done through pie chart.

c) Types and Techniques:The study conducted is a conclusive descriptive statistical study; the researcher comes to the decision which is precise and rational. The study is conclusive because after doing the study the researcher comes to a conclusion regarding the position of the brand in the minds of respondents of different firms groups. The study is statistical because throughout the study all the similar samples are selected and group together. All the similar responses are taken together as one and their percentages are calculated.

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d) Tools Used:To know the response the researcher has used the questionnaire method in sample survey. If one wishes to find what people think or know, the logical procedure is to ask them. The questionnaires were structured non disguised questionnaire because the questions, which the questionnaire contained, were arranged in a specific order besides every question asked was logical for the study, no question can be termed as irrelevant.

e) Limitations of Study: The research was conducted in a limited area. Time will be a major constraint. The respondent may be biased. Sample size was limited. Small sample sizes hamper the proper classification and tabulation of data, thereby resulting poor insights into the findings.

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SWOT Analysis:

STRENGTHS:

Accessory to Necessary Air-conditioners are no longer perceived to be a item of luxury.

Advancement of technology which gives the companys 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.

WEAKNESS:

Volatile performances 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.

Supply continues to outstrip demand. Demand cyclical and seasonal.

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OPPORTUNITY: Diversification. Developing new products for new markets.

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.

THREATS: 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.

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DATA ANALYSIS AND INTERPRETATION

1. What are the brands of air conditioners dealt by your shop? Name of the brand Samsung LG Onida Videocon Whirlpool Others No.of respondents 43 38 40 29 23 31 86.00 76.00 80.00 58.00 46.00 62.00 %

GRAPH:
86% 90 80 70 60 50 40 30 20 10 0 samsung lg 76%

80% 58% 46% 62%

onida

videocon whirlpool

others

INTERPRETATION: From the responses, we can see that maximum no of dealers had Samsung with them, followed by Onida and then LG.

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2. Which is the best selling type of AC at your counter?

Best selling type of AC Split Window

no. of respondents 50 00 % 100 00

GRAPH:

100 90 80 70 60 50 40 30 20 10 0 split window 100%

INTERPRETATION: From the responses, it is clear that split air conditioners are having 50 more sales than window ACs.

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3. What capacity of AC is best selling? capacity of AC 0.75/0.8 T 1T 1.5 T 2T no. of respondents 3 15 26 6 6 30 52 12 %

GRAPH:

60 50 40 30% 30 20 10 0 0.75/0.8 T 1T 6%

52%

12%

1.5 T

2T

INTERPRETATION: From the chart, it is clear that 1.5 T has the most sales, followed by 1 T and then 2 T.

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4. What is the star rating most preferred by the customers? Most preferred Star rating 2 star 3 star 4 star 5 star no. of respondents 0 5 15 30 % 0 10 30 60

GRAPH:
2 STAR 0% 3 STAR 10%

5 STAR 60%

4 STAR 30%

INTERPRETATION: From the graph, it is clear that 5 star rated ACs are preferred the most, followed by 4 star and then 3 star.

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5. Which is the most preferred brand according to customers?

Most prefer brand Samsung LG Onida Videocon Whirlpool Others GRAPH:

no. of respondents 13 23 10 2 1 1 % 26 46 20 4 2 2

50 45 40 35 30 25 20 15 10 5 0

46%

26% 20%

4% Samsung LG Onida Videocon

2% Whirlpool

2% Others

INTERPRETATION: From the graph, we can see that LG is the most preferred brand followed by Samsung and then Onida.

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6. What percentage of Onida customers come pre decided to buy Onida? No. of customers come Pre decided <10 10-30 30-50 50-70 70-90 >90 0 2 27 20 1 0 % 0 4 54 40 2 0

GRAPH:

60 50 40 30 20 10 0 <10 10 to 30 0% 4%

54%

40%

2% 30 to 50 50 to 70 >90

0%

INTERPRETATION: From the graph, we can see that about 30-50% of customers come pre decided to buy and Onida.

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7. What is the preferred mode of payment for customers? Preferred mode Of payment Cash Finance scheme no. of respondents 18 32 % 36 64

GRAPH:

70 64% 60 50 40 30 20 10 0 cash f.s

36%

INTERPRETATION: From the graph, it is clear that more customers prefer finance schemes over cash payment.

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8. (i)

How do you rate Onida in terms of? Price Low price Economical Valuefor money Expensive Very expensive 0 18 32 0 0 0 36 64 0 0

GRAPH:

low price 36% economiical value for money 64% expensive v. expensive

INTERPRETATION: From the graph, it is clear that more people think Onida is value for money.

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(ii)

After sales service 0 15 25 5 0 0 30 50 10 0

Very efficient Efficient Ok Inefficient Very inefficient

GRAPH:

v. efficient

efficient

ok 0% 0%

inefficient

v.inefficient

11% 33%

56%

INTERPRETATION: From the graph, it is clear that more people think the after sales service of Onida is just ok.

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(iii)

Cooling capacity Very good Good Average Poor Very poor 18 24 8 0 0 36 48 16 0 0

GRAPH:

0% 0%

16% 36%

48%

v. good

good

average

poor

v. poor

INTERPRATATION: From the graph, it is clear that more number of customers think that the cooling capacity of Onida ACs is good.

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(iv)

Star rating

Very good Good Average Poor Very poor

12 30 8 0 0

24 60 16 0 0

GRAPH:

00

16% 24%

60%

v. good

good

average

poor

v.poor

INTERPRATATION: From the graph it is clear that most number of people think that the star rating of Onida ACs is good.

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(v)

Design Very good Good Average Poor Very poor 14 34 2 0 0 28 68 4 0 0

GRAPH:

4% 0% 0%

68% 28%

v.good

good

average

poor

v. poor

INTERPRETATION: From the graph, it is clear that more number of people think the design of Onida ACs is good.

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9. When does peak sales takes place?

No. of respondents Festive season Normal period 33 17

% 66 34

GRAPH:

70 60 50 40 30 20 10 0 festive season normal period

INTERPRETATION: From the graph, it is clear that more sales take place during festive seasons.

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10. How satisfied are you with your interaction with MIRC electronics?

Very satisfactory Satisfactory Ok Unsatisfactory Very unsatisfactory

0 18 32 0 0

0 36 64 0 0

GRAPH:

70 60 50 40 30 20 10 0 v. satisfactory satisfactory ok unsatisfactory v. unsatisfatory

INTERPRETATION: From the graph, it is clear that most number of dealers find their interaction with MIRC electronics as just ok.

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FACTS & FINDINGS:

1) The best selling type of AC in the market is split AC with all of the dealers surveyed saying it is the best selling from their counter. 2) Air conditioners of 1.5 T capacities were found the best selling, followed by 1T. Onida does not have enough models in this capacity when compared to other competitors like LG and Samsung. 3) It was found from the survey that most of the dealers said that 30-50% of Onida customers came pre-decided to buy an Onida. Onida should find ways to increase this number. 4) More number of customers prefers finance schemes than cash payments. Onida should come up with good finance schemes to attract customers. 5) After sales service is something Onida should improve on. Most of the dealers have given it a just ok rating, followed by an inefficient rating. 6) The cooling capacity, star rating and design of Onida ACs are well admired by the dealers. They have given good ratings for these factors. 7) Peak sales happen during festive seasons according to the dealers. So Onida must come up with good festive offers and discounts during seasons like Diwali and other regional festivals. 8) Most of the dealers are just about ok with their interaction with Onida. This should be improved so as to keep the dealers happy and motivated.

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CONCLUSION:
The research was carried out on the dealers of Ondia, LG and Samsung etc. and therefore we can conclude by various points given below:

1. As the AC industry is highly fast service oriented industry, attention is given to the satisfaction of consumers.

2. It was found that people already had their trust and satisfaction on the ACs provided by Onida.

3. It was discovered that the best selling type of AC in the market is split AC.

4. In this research we found out that Onida doesnt have enough models in 1.5 T capacity and 1 T capacity.

5. It was found that Onida needs to increase their no. of customers.

6. Because of the survey some people came to know about the ACs provided by Onida.

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RECOMMENDATIONS:

1. More ACs can be introduced into the market with more capacity, like 1.5 T and 1 T, as early as possible because around 30%-52% of the customers prefers 1.5 T or 1T capacity.

2. At modern trade outlets, where dealers buy in bulk, Onida could give free samples instead of trade discount.

3. Advertisements should target more on the middle class family by making the price more economical so that they can attract more customers.

4. After sales service should be improved because most of the dealers have just rated it OK or inefficient. 5. Onida must come up with good festive offers and discounts so that they can increase their sales and attract more customers.

6.

Due to the current prices, an eyebrow raiser for some, the price should be made more economical or should provide the customers with good scheme.

7. Since the customers prefer finance scheme, Onida should come up with good finance scheme to attract customers.

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BIBLIOGRAPHY
BOOKS REFERRED:

o Marketing management by Philip Kotler and Kevin Lane Keller o Marketing management planning, implementation and control by V.S. Ramaswamy and S.Namakumari o Marketing management by Biplab S. Bose o Magazine by Pitch

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QUESTIONNAIRE

Dear Sir/Madam, This is a part of my project, an effort to understand its market. Well be very thankful if you can spare a few minutes to answer some simple questions. I promise you that these data collected will be strictly confidential and used solely for study purpose.

Questions

1. What are the brands of air conditioners dealt by your shop/showroom? Samsung LG Onida Blue star Voltas Others

2. Which is the best selling type of AC at your counter? Window Split

3. What capacity of ACs moves the most from your counter? 0.75/0.8T 1T 1.5T 2T

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4. Rank these features in the order in which customers select a particular ac? Price After sales service Cooling capacity Appearance Star rating

5. What star rating does the customer prefer the most? 2 star 3 star 4 star 5 star

6. Which AC gives the best cooling even at temperatures of 450C? Samsung LG Onida Blue star Voltas Others

7. Rank the following brands according to customer preference: Samsung LG Onida Blue star Voltas Others
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8. What percentage of Onida customers come pre decided and ask for an Onida AC? <10 10-30 30-50 50-70 70-90 >90

9. Which brand gives you the highest margin? Samsung LG Onida Blue star Voltas Others

10. What is the mode of payment customers prefer the most? Cash Finance schemes

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11. Which company provides the best finance schemes? Samsung LG Onida Blue star Voltas Others

12. How do you rate Onida ACs in terms of : {IN SCALE 1-5}

i)

compressor cooling capacity Very good Good Average Poor Very poor :::::5 4 3 2 1

ii)

Star rating Very good Good Average Poor Very poor :::::5 4 3 2 1

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iii)

Design Very good Good Average :::5 4 3

Poor Very poor

::-

2 1

iv)

After sales service Very efficient Efficient Ok Inefficient Very inefficient :::::5 4 3 2 1

v)

Price Low price Economical Value for money Expensive Very expensive :::::5 4 3 2 1

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13. When does peak sales takes place at your shop/showroom? Festive season Marriage season Stock clearance sales New models launched

14. How satisfied are you with your interaction with MIRC electronics? Satisfactory OK Unsatisfactory

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