A PROJECT REPORT ON CUSTOMER SATISFACTION AMONG THE HOME APPLIANCE

J.D. WOMEN’S COLLEGE

BAILEY ROAD, PATNA

A REPORT SUBMITTED IN PARTIAL FULFILLMENT FOR THE REQUIREMENT OF THE AWARD OF

THE DEGREE OF BACHELOR OF BUSINESS MANAGEMENT .

UNDER THE GUIDANCE OF SUBMITTED

BY TRISHNA MA’AM AMRITA
SINGH

ROLL NO. 38

BBM II Year
 STUDENT DECLARATION

I Amrita Singh, Roll No. 38 of BBM2nd year. Here by, declare that the research project
entitled “On customer satisfaction among the home appliance” has been completed by me
under the guidance of Trishna Ma’am J.D. Women’s College, Patna.

I declare that the work done by me is genuine and true to the best of the knowledge
and belief.
 ACKNOWLEDGEMENT

I Would like to take this opportunity to express my sincere thanks and gratitude to all those
people without whose active support and encouragement, this project would not had been
success.

I express my sincere thanks to our principal for allowing me to be a part of this college.

My special thanks to Trishna ma’am for her valuable guidance and support through the survey. I
am indebted to our lecture who gave their valuable time in going through the entire man sprit
and made valuable comment in completing this project work.

Last but not the least I would like to thank all other people for their corporation, valuable
support and suggestion.
MARKETING MANAGMENT

INTRODUCTION TO MARKETING MANAGEMENT :-

Meaning of 'Marketing Management'

The term 'marketing management' is comprised of two different words,

'marketing' and 'management'. Hence, before understanding the meaning of
marketing management, it is essential to separately understand the meanings of
'marketing' and 'management'.

Marketing is that economic activity by which the commodities and services are
acquired in exchange of money. It means that activity or activities which are
directed with a specific motive of transferring the products from production point
to the final consumption point. Really speaking, the meaning of 'marketing' refers
to the procedure of distribution of goods or products from the producers to the
final consumers.

By the term 'management', is meant the coordinating of efforts of other people

meant for the fulfillment of the pre-determined objectives. Stanley Vance has
expressed that the 'management' is ordinarily the decision taking and control
upon human activities method by which the pre-determined objectives could be
achieved.
 Marketing management is the process of developing strategies and
planning for product or services, advertising, promotions, sales to reach desired
customer segment.

Definitions of ‘Marketing Management’

According to Philip Kotler, “Marketing Management is the process of

planning and executing the conception, pricing and promotion and distribution of
goods, services and ideas to create exchanges with target groups that satisfy
customer and organizational objectives.”

According to American Marketing Association,“ Marketing Management is

process of Planning and executing the conception, pricing, promotion, and
distribution of goods, ideas and services to create exchanges that satisfy
individual and organizational objectives.”

Management is the processes of planning, organizing directing motivating and

coordinating and controlling of various activities of a firm. Marketing is the
process of satisfying the needs and wants of the consumers. Management of
marketing activities is Marketing Management.

In other words, a business discipline, which is focused on the practical application

of marketing techniques and the management of a firm’s marketing resources
and activities, is Marketing Management.
(1) NEED/ WANT/ DEMAND:

Need: It is state of deprivation of some basic satisfaction.
eg. -Food, clothing, safety, shelter.

Want: Desire for specific satisfier of need.?

eg.- Indians needs food – wants paneer tikka/ tandoori chicken.

Americans needs food- wants hamburger/ French fries.

Demand: Want for a specific product backed up by ability and

willingness to buy.

e.g.- Need – transportation.
 Want – car (say, Mercedes)...but able to

buy only maruti. Therefore, demand is for maruti.?
 OBJECTIVE OF MARKETING MANAGEMENT

a) To create customers for the business-The marketing manager must

attract customer to buy the firm’s product and service.
b) To satisfied the needs of the customer-The marketing manager must
study the demand of customers before offering them any goods and
services.
c) To determine marketing-mix that will satisfy the needs of the
customers-Product, price, promotion and physical distribution should
be so planned as to meet the requirements of different kind of
customers.
d) To generate adequate profits for the business-The marketing
department is the only department which generate revenue for the
business.

4 Ps of Marketing (Product Mix)

The four Ps of Marketing (Product, Price, and Place & Promotion) are also known
as the ‘Product Mix’. The product mix is a crucial tool in determining a product’s
offering to the customer. Let us look at each P one by one:
Product: The Product can either be tangible, which have independent physical
existence (from needle to motor parts) or Intangible service (like in IT and tourism
industry). Launching the right kind of product with appropriate number of
variants is one of the critical decisions for marketing managers.

Price: The price of a product determines the offering, which the customers are
willing to give to buy that product. The price can neither be too low that the seller
incurs losses, nor be too high that the consumers cannot afford the product. The
price of a product or a service depends on its demand, which is determined by
demand elasticity. A product is said to be elastic if raising its price reduces the
demand considerably (example: coffee, people will switch to tea) and the
product/service is inelastic if its demand is not affected even after raising the
price. (Example: petrol)

Place: The market where the product is sold is known as place. The markets
should be convenient for the consumers to access. Distribution network for a
product determines its availability in shops/outlets

Promotion: The method of communication by which the marketer provides

information about the product is known as promotion. It included
advertisements, personal selling, word of mouth publicity etc.

MARKETING MANAGEMENT ORIENTATION

Marketing management orientations are different marketing concepts that focus

on various techniques to create, produce and market products to customers. The
management usually focuses on designing strategies that will build profitable
relationships with target consumers. Marketing strategies are guided by
philosophy Organizations use marketing orientations as a basis for their
marketing campaigns. There are five main marketing management orientations,
which are as follows: -

1. THE PRODUCTION CONCEPT- This is one of the oldest concepts in business.

The concept holds the belief that consumers desire, favours and prefer
products at low prices, which are affordable and available. The production
management needs to create products focusing on achieving high
production efficiency, low costs, and mass distribution as a marketing
strategy.
 2. THE MARKETING CONCEPT - The marketing concept emerged in the mid-
1950s as a customer-centered, sense-and respond philosophy. The
marketing concept holds that the key to achieving organizational goals is
being more effective than competitors in creating, delivering, and
communicating superior customer value to the target markets. The job is to
find the right products for customers, thus the market strategy focus on
buyer’s needs and producing what a company can sell. Implementation of
marketing concept focus on three main basic elements of marketing which
are customer orientation, company commitment and goal orientation.

3. THE SELLING CONCEPT - The selling concept is based on the belief that
consumers and businesses will not purchase products from companies or
won’t buy enough of the organization’s products without aggressive selling
and promotional efforts. The purpose of this concept is focusing on selling
what the company creates rather than focusing on making what the
consumer wants (what the market wants) during implementation.
Managers usually focus on creating a comprehensive advertisement
campaign to coax consumers into purchasing their products.

4. THE PRODUCT CONCEPT - The product concept proposes that consumers

favor products offering the most quality performance, or innovative
features. Implementation of the product concept focuses on producing
superior products with innovative features that are normally improved over
time to meet the customer expectation.

5. THE SOCIETAL MARKETING CONCEPT-The societal marketing concept

focuses on delivering value to customers in way of maintaining or
improving consumers and society wellbeing. It looks on the interests and
needs of the targeted consumer market. So there are three considerations
underlying this concept, which are Consumers satisfaction, society’s
welfare and company’s profit.

IMPORTANCE OF MARKETING MANAGEMENT ORIENTATIONS

1. To meet customer needs more effectively.

2. To avoid strategic mistakes.

3. To uncover opportunities before competitors.

4. To achieve higher customer satisfaction.

5. To implement emerging technologies in the concept of marketing orientation.

RESEARCH METHODOLOGY
Research methodologyis a way to systematically solve a problem. It refers to the
various steps that are generally adopted by researcher in studying his research
problem. The researcher must know how to develop the problem, hypothesis of
the study, collection of data through sample design and size and also various tools
and techniques which should be applicable to come to relevant conclusion.

Objective of the study

a) To gain familiarity or achieve a new insight towards a certain topic.

b) To verify and test important facts.
c) To analyze an event, process or phenomenon.
d) To identify the cause and effect relationship
e) To find solutions to scientific, non-scientific and social problems
f) To determine the frequency at which something occurs.
 SOURCE OF DATA COLLECTION
For the study purpose both primary and secondary data are used.

Primary Data: The information provided by the customer & staff member
Through the personal interaction with the help of questionnaire.

Secondary Data: This data has been taken from reliable source like internet,
magazine etc

SAMPLE SIZE
For the purpose current study sample size is 100. The questionnaire were filled by
the people living in Patna by different age group, occupation, qualification phone
no. so that we can more precious and accurate data.
 LIMITATION OF THE STUDY

1) Time constraint serves as the main limitation of the study.

As the project study is vast nature and customer has less time to give
answer.
2) Study is area specific.
 QUESTIONNAIRE
For customer survey on the topic “CUSTOMER SATISFACTION
AMONG THE HOME APPLIANCE”

Dear sir/ma’am,

I am a student of BBM II at J.D Women’s College, Bailey ROAD,

Patna. I am collecting data for my research work entitled
“CUSTOMER SATISFACTION AMONG THE HOME APPLIANCE”.
You are requested to express your opinion regarding the
questions that have been asked in the questionnaire. Your
participation in the survey will help me in accomplishing my
objective and come to the right result. This research work is
being done for purely academic purpose. Individual anonymity
and confidentiality of information is guaranteed.

PERSONAL DETAILS

1) NAME:-

2) GENDER

a) male b) female

3)Age:-

(a) Under 25 (b) 25-35

(c)35-45 (d)above 45

4)EDUCATION QUALIFICATION

(a) Matric
(b) Intermediate
(c) Graduate
(d) Postgraduate
(e) Other please specify--------

3) Occupation
(a)salaried class
(b)student
(c)house wife
(d)self employed
(e)other please specify---------

4) Mobile no………….
5) Address…………………………………………………….

6) From how many years have you been using refrigerator.

a) Less than 1 year

b) 1 to 2 year
c) 2 to 3 year
d) 3 to 4 year
e) 4 to 5 year
f) More than 5 year……………..

7) What was the source of information about refrigerator?

a) Family member
b) Friends
c) Tv advertisement
d) Print media
e) Dealer self viedgment
f) Others…………

8) Which company or brand of refrigerator you use ?

a) L.G
b) Samsung
c) Panasonic
d) Whirlpool
 e) Videocon

9) What is the price of your current refrigerator for?

a) Below 10000
b) 10001 to 20000
c) 20001 to 30000
d) 30001 to 40000
e) 40001 to 50000
f) Above 50000………….

10) Which size of refrigerator you currently use?

a) 145 Lt
b) 205 Lt
c) 160 Lt
d) 170 Lt
e) 180 Lt
f) 190 Lt
g) 244Lt……………………….

11) Where did you buy your current refrigerator?

a) Showroom
b) Dealers
c) Direct purchase
d) Other mode………..

12) For what purpose you purchased refrigerator?

a) Office purpose
b) House hold purpose
c) Shop purpose
d) Other purpose

13) Are you satisfied with your purchase decision?

a) Highly satisfied
b) Satisfied
c) Not satisfied
d) Dissatisfied
 e) Highly satisfied

14) Would you like to recommend your current refrigerator brand to

other?
a) Yes
b) No
c) Can’t say ……..

15) What is your satisfaction level with the customer sales service.
a) Highly satisfied
b) Satisfied
c) Not satisfied
d) Dissatisfied
e) Highly dissatisfied……………………
DATA ANALYSIS

OCCUPATION

OCCUPATION NO. OF PEOPLE

Salaried class 40

Student 10

House wife 30

Self employed 20

Other specify 0

Total 100

45
40
35
30
25
20 Series1
15
Series2
10
Series3
5
0

Interpretation

Out of a sample of 100 respondents 40% respondent salaried class, and 10%
respondents student, and 30% respondent house wife, , and 20% respondents self
employed and 0% respondent rest on other.
 From how many years you have been using refrigerator?

No. of years No. of people

Less than 1 year 10

1 to 2 years 20

2 to 3 years 30

3 to 4 years 20

4 to 5 years 20

More than 5 years 10

Total 100

35

30

25

20 Series1

15 Series2
Series3
10
Series4
5
Series5
0
From No. of a)less b) 1 to c) 2 to d) 3 to e) 4 to f) more
how years than 1 2 year 3 year 4 year 5 year than 5
many year year
year

Interpretation

Out of a sample of 100 respondents 10% respondent less than 1 year, and 20%
respondents 1 to 2 years, and 30% respondent 2 to 3 years, , and 20%
respondents self 3 to 4 years and 20% respondent 4 to 5 years and 10%
respondent more than 5 years.
What is the source of information about refrigerator?

source of information No. of people

Family members 10

Friends 30

T v advertisement 40

Dealer viedgment 10

Others 10

Total 100

45
40
35
30
25
20
15
10
5
0
1 2 3 4 5 6 7 8 9

Series1 Series2 Series3 Series4 Series5 Series6

Interpretation

Out of a sample of 100 respondents 10% respondent family members, and 30%
respondents friends, and 40% respondent tv advertisement, , and 10%
respondents dealer viedgment and 10% respondent other.
Which company or brand of refrigerator you use?

Brand name No. of people

L.G 50

Samsung 10

Panasonic 10

Videocon 10

whirlpool 10

Total 100

60
50
40
30
Series1
20
Series2
10
Series3
0
Series4
Series5

Interpretation

Out of a sample of 100 respondents 50% respondent L.G, and 10% respondents
Samsung, and 10% respondent panasonic , and 10% respondents videocon and
10% respondent whirlpool.
 What is the price of your current refrigerator ?

Price of refrigerator No. of people

Below 10000 25

10001 to 20000 30

20001 to 30000 20

30001 to 40000 10

40001 to 50000 10

More than 50000 5

Total 100

price of refrigerator
35
30
25
20
15
10
5
0
1 2 3 4 5 6 7 8 9 10

Series1 Series2 Series3 Series4 Series5

Interpretation

Out of a sample of 100 respondents 25% respondent below 10000, and 30%
respondents 10001 to 20000, and 20% respondent 20001 to 30000 , and 10%
respondents 30001 to 40000 and 10% respondent 40001 to 50000, and 5%
respondent more than 50000.
 Which size of refrigerator you currently use ?

Size of refrigerator No. of people

145LT 10

205LT 25

160LT 20

170LT 10

180LT 10

190LT 15

244LT 10

Total 100

SiZE OF REFRIGERATOR
30
25
20
15
10
5
0

Series1 Series2 Series3 Series4

Interpretation

Out of a sample of 100 respondents 10% respondent 145LT, and 25% respondents
205LT, and 20% respondent 160LT , and 10% respondents 170LTand 10%
respondent 180LT, and1 5% respondent 190LT,and 10% respondent 244LT.
 Where did you buy your current refrigerator?

place no. of people

Showroom 55

Dealers 20

Direct purchase 20

Other mode 5

Total 100

60
50
40
30
20
10
0
where did place a) showroom b) dealers c) direct d) other
you buy your purchase mode
current
refrigretor?

Series1 Series2 Series3 Series4

Interpretation

Out of a sample of 100 respondents 55% respondent showroom, and 20%

respondents dealers, and 20% respondent direct purchase , and5 % respondents
other mode.
 For what purpose you purchase your refrigerator?

Purpose No. of people

Office purpose 20

House hold purpose 60

Shop purpose 10

Other purpose 10

Total 100

70

60

50

40

30

20

10

0
1 2 3 4 5 6 7 8

Series1 Series2 Series3 Series4 Series5 Series6

Interpretation

Out of a sample of 100 respondents 20% respondent office purpose, and 60%
respondents house hold purpose, and 10% respondent shop purpose , and 10 %
respondents other purpose.
 Are you satisfied with your purchase decision?

Purchase decision No. of people

Highly satisfied 40

Satisfied 59

Not satisfied 1

Dissatisfied 0

Total 100

70
60
50
40
Series1
30
Series2
20
Series3
10
Series4
0
qes) are you a) Highly b) satisfied c) Not d)
satisfied with satisfied satisfied Dissatisfied
your
purchase
decision?

Interpretation

Out of a sample of 100 respondents 40% respondent highly satisfied, and 59%
respondents satisfied, and 1% respondent not satisfied , and 0% respondents
dissatisfied.
 Would you like to recommend your current brand of
refrigerator?

Answer No of people

Yes 98

No 2

Can’t say 0

Total 100

120

100

80 Series1
Series2
60
Series3

40 Series4
Series5
20

0
1 2 3 4 5 6 7 8

Interpretation

Out of a sample of 100 respondents 98% respondent yes, and 2% respondents no,
and 0% respondent can’t say
 What is your satisfaction level of your customer sale
service?

Level of satisfaction No. of people

Highly satisfied 70

Satisfied 29

Dissatisfied 0

Not satisfied 1

Highly dissatisfied 0

Total 100

80
70
60
50 Series1
40 Series2
30
Series3
20
10 Series4
0 Series5
Series6
Series7

Interpretation

Out of a sample of 100 respondents 70% respondent highly satisfied, and 29%
respondents satisfied, and 1% respondent not satisfied , and 0% respondents
dissatisfied and 0% also respondent highly dissatisfied.
 SUGGESTION

1) Display share should be increased for the new products where there is less
than 50% as LG also believes that “ JO DIKHTA HAI WO BIKTA HAI WO
BIKTA HAI”.

2) Company should try to improve service. No doubt the company products

have technically edge over competitors but in long run it may hamper the
company’s profit.

3) Company should concentrate more on its major drivers LCD,IT and GSM.
Branding and promotion should be done effectively as it creates a long
lasting image in the mind of customers.
 CONCLUSION

1) People have different personalities and different attitude and therefore

good communication is required to approach the customers.

2) Gaining in-depth knowledge about the customer’s behavior and white good
business in India as-well-as consumer loyalty.

3) LG electronic digital appliance company is a global leader in the appliance

industry.
 BIBLIOGRAPHY

1) The information collected by customers

2) Through the personal interaction with the help of questionnaire.

3) Website of consumer durable brand like Sony, Samsung, L.G etc and from
the book of S.K GROVER.