Summer Internship Project Report

On

“Consumer Buying Behavior towards HAIER - microwave”

HAIER APPLIANCES INDIA Ltd.

Submitted in partial fulfillment of the requirements for the Two

Years Full Time Post Graduate Diploma in Management
By:

Ritu Khandelwal

Pune Institute of Business Management, Pune

Under the guidance of

Prof. David Hangsing (Internal Mentor)

Mrs. Ritika Gogia -PGH, Haier (Industry Mentor)

Enrollment No.:

Batch: 2018-2020
CERTIFICATE OF ORIGINALITY
I hereby declare that this Summer Internship Project is my own work and that, to the best of my
knowledge and belief, it reproduces no material previously published or written that has been accepted
for the reward of any other degree of diploma, except where due acknowledgement has been made in
the text.

Ritu Khandelwal

__July, 2019
INDUSTRY CERTIFICATE
FACULTY MENTOR’S CERTIFICATE
ACKNOWLEDGEMENT
A two-month long Industry training is a golden opportunity for learning and self-development. I
consider myself privileged to get an opportunity to work with emerging leader in Consumer durables
sector – HAIER India Ltd.

First of all, I would like to express my deep sense of gratitude and sincere thanks to Mrs. Ritika Gogia,
Product Group Head, Haier microwave, for providing me an opportunity to discover the corporate
world from a closer perspective.

I take this opportunity to extend my sincere gratitude to Mr. Suman Kumar Choudhary, for providing
me an opportunity to undertake internship training.

Last but not the least I am grateful to entire staff at Haier for guiding me in completion of my internship
along with my project work.

I am thankful to Dr. Riddhiman Mukhopadhay and Prof. David Hangsing, my mentor at PIBM for
encouraging and keeping me motivated along with close check on my regularity and completion of
project titled ‘Consumer buying behavior towards HAIER microwave’.

Haier India ltd. has been an important step for my career and has helped me in all the possible ways
to grow and learn.
EXECUTIVE SUMMARY
The basic concept of my project on “Consumer’s buying behavior towards HAIER microwave” was
to find out how does a customer reacts while purchasing a microwave and what’s their perception
towards HAIER microwave.

For this project I got training of product knowledge of wide range of product series (i.e. limited to
microwave segment) manufactured by Haier Appliances India Pvt. Ltd. Consumers satisfaction and
their retention is the key success for any competitive market. An effort was made to ascertain and
analysis of customer views and preferences for the wide range of microwaves launched by the Haier
through its brand recall process. Also, a detailed study was done to understand the presence and
performance of Haier microwave in the competitive market.

In doing so it was possible to find out the customer’s behavior while purchasing a microwave of brand
Haier and its competitors & what pre mind set they carry while coming to purchase it. During the
course of this project, I was fortunate enough to study the designing of the POP’s Crowners for Haier
microwave, to attend various of the training programs, to visit market in order to get ISD’s and owner’s
feedbacks and to conduct & manage a cookery training along with my department in the HO itself.

During my internship my complete focus was on the display maintenance and analysis of microwave,
its correction, microwave sellouts, designing the leaflets for Haier microwave and its promotional part.
I have been in touch with all the Branch manager executives (BME’s) and Sell out captains (SOC’s)
in order to get the weekly display target maintained. The report contains the findings arrived after
detailed analysis of the data received through filling up of the questionnaires by sellers and users of
microwaves throughout India to get the overall idea at once.

The promotional activities like conducting weekly quiz with the SOC’s and ISD’s and giving them
microwave kits or other appreciations as a gift in return was also conducted. In that I have Presented
the various product manuals, PPT’s, and safety guideline, etc.
Contents
1. INTRODUCTION TO THE PROJECT: .........................................................................................................9
1.1 Introduction- ..............................................................................................................................................9
1.1.1 Introduction to the topic ......................................................................................................................9
1.1.2 Introduction to the organization ....................................................................................................... 10
1.1.3 Relevance of the topic to organization ............................................................................................. 10
1.1.4 Nature of the study ........................................................................................................................... 10
1.1.5 Intended usage of the study.............................................................................................................. 11
1.2 Objectives- .............................................................................................................................................. 11
2. THEORITICAL BACKGROUND: .............................................................................................................. 14
2.1 New Product Development ..................................................................................................................... 14
2.2 Porter’s Five Forces Model for Consumer Durable Industry.................................................................. 14
2.3 Channel of Distribution........................................................................................................................... 15
2.4 PESTAL Analysis ................................................................................................................................... 15
2.5 AIDAS Model ......................................................................................................................................... 17
2.6 Media Planning ....................................................................................................................................... 17
2.7 Classification of Markets ........................................................................................................................ 17
2.8 Sales Promotion Schemes ....................................................................................................................... 18
2.9 ERP ......................................................................................................................................................... 18
2.10 Consumer Buying Behavior .................................................................................................................. 18
3. COMPANY PROFILE AND PRODUCT PROFILE: .................................................................................. 21
Corporate Overview ................................................................................................................................... 21
Product Overview ....................................................................................................................................... 22
4. RESEARCH METHODOLOGY:................................................................................................................. 24
4.1 Research Methodology ........................................................................................................................... 24
4.2 Sampling design ...................................................................................................................................... 24
4.3 Data Collection ....................................................................................................................................... 24
4.4 Sample Selection..................................................................................................................................... 24
4.5 Limitations of the study .......................................................................................................................... 25
5. DATA ANALYSIS AND INTERPRETATION: ......................................................................................... 27
6. FINDINGS/ SUGGESTIONS/ CONCLUSIONS/ LIMITATIONS: ............................................................ 31
6.1 Findings & Suggestion ............................................................................................................................ 31
6.2 Conclusion .............................................................................................................................................. 31
Annexure ........................................................................................................................................................... 33
Bibliography ..................................................................................................................................................... 35
 CHAPTER 1

INTRODUCTION TO THE PROJECT

1. INTRODUCTION TO THE PROJECT:
1.1 Introduction-
1.1.1 Introduction to the topic
India is the second largest consumer market in the world. The Indian consumer profile has been
developed and changed in terms of education, income, occupation, and reference group and media
habits. There is a shift in consumer brand preference for durables products for the past decade with
the influx of modern technology. The consumer buying preferences are rapidly changing & the
products which were once considered luxury items have become a necessity because of the changing
lifestyle and rising income levels. With growth in disposable incomes, the demand for products such
as television, washing machine, microwave, refrigerator, and air conditioners has increased
considerably. Increase in demand for consumer durable in the market, the fall in prices as Indian
consumers are continue to attach a high degree of importance to value for money. The consumer is
brand-conscious, but not necessarily brand-loyal, and might even pick up a reliable private label if it
offers good price and quality values.

Consumer durable penetration is one of the lowest in India and the untapped potential is evidently
enormous. The Indian consumer durables market has undergone a major transformation since the
liberalization process, initiated in 1991. The market size, product penetration, the variety and
technology of products sold, have all experienced a quantum leap. The marketers are facing lot of
challenges: regarding differentiation which is valued by the customers. Brands in this context are new
business warriors. Brands are wealth generators of the twenty first century. Products are not
differentiated in the factories, but brands are differentiated in the customer’s mind. Brands are capable
of transforming mundane products into objects of desire. Accordingly, the market value of a business
is determined by the number and types of brands it holds. Today in a competitive market, the question
is about the survival of the company in the market.

Company’s ability to maintain satisfying customer relationships require an understanding of consumer

buying behavior. This refers to the buying behavior of consumers who purchase products or services
for their personal or household use. Consumers have limited time, energy and financial resources.
Within the available resources, they make purchase and consumption choices as they wish. The overall
goal during this decision process is to evaluate various alternatives and choose the product that satisfies
the consumer in an optimal way.

The consumer’s degree of interest in a product and the importance he/she places on this product
determines the consumer’s level of involvement. While purchasing microwave too they consider many
things in their mind such as price, capacity, appearance, etc. Because they know that they
are purchasing a durable product and they are not going to purchase in frequently basis

1.1.2 Introduction to the organization

Haier Group Corporation is a Chinese collective multinational consumer electronics and home
appliances company headquartered in Qingdao, Shandong province, China. It designs, develops,
manufactures and sells products including air conditioners, mobile phones, computers, microwave
ovens, washing machines, refrigerators, and televisions.

According to data released by Euro-monitor in 2014, the Haier brand had the world's largest market
share in white goods, with 10.2 per cent retail volume market share. This was the sixth consecutive
year in which Haier had been the market share leader for major appliances.[1]

Haier Group also consisted of two listed subsidiaries: Qingdao Haier Co., Ltd. and Haier Electronics
Group Co., Ltd. Haier’s revenues have shot up fourfold since 2000 with an annual Group turnover of
180.3 billion yuan, US $ 29.5 billion. Haier has 24 industrial parks, 5 R&D centers, 66 trading
companies, 143330 sales outlets and more than 70,000 employees around the world. The product
range comprises of over 15,100 models in 96 categories.

1.1.3 Relevance of the topic to organization

By this study the ultimate relevance to the organization will be that than it will be easy to find out
where do HAIER microwave actually stands along with its competitors, whose impact is greater in
purchase of HAIER microwave. Also, what all is best about HAIER microwave (features) and what
all it needs to improve. Along with this all this will also provide us the consumer’s perception and
beliefs about the microwave, its usage, its features and which brand they prefer the most.

1.1.4 Nature of the study

This is an empirical study on the relationship between consumer behavior and choices of variables/
factors affecting their buying behavior, in the present study were selected mainly on the basis of
consumer durable goods (i.e. microwave). The study involves three stages. The first stage was to
define the study areas, selecting the respondents, and defining the independent variables. The second
stage was to conduct a field work for collecting the information through a designed set of
questionnaire (collected personally through google forms), and telephonic interview. The third stage
was making to a statistical analysis and interpretation by using various tools of comparison and
analysis.

1.1.5 Intended usage of the study

The intended usage of this study is that it gives valuable inputs regard to differences that the brand is
dealing with its competitors. Like if, LG, SAMSUNG, WHRILPOOL, IBF are present in a segment,
satisfying same customer need, what is the difference in terms of product offering, technology of the
products, pricing strategies of the competitors. This also suggests competitor’s direct monetary
pricing benefits to distribution intermediaries, i.e. distributors, direct dealers, dealers, and finally to
the customers. Which clearly identifies the different requirements that customers look to be satisfied
and at what prices. These different requirements can then be used to develop the alternative
strategies that need to be implemented, to better access the segments and tune the product offers to
suit the customer requirements and to the level of competition.

To make this study more accurate for mapping of Haier against the competitors, a direct interaction
with the major consumer durable dealers is being done, which suggests regarding possible selling
counters for Haier in Indian market (Delhi), what are the brands these dealers are dealing with, their
focused brand, why they are focusing on theses brand, what’s the dealers point of view regarding the
Haier, specific product perception in the Micro-wave oven segment and finally exploring the
possibilities of widening the distribution network in the India market, other than that if the dealer is
already Haier dealer, this interaction is the effort to know how can company will make dealers
motivated to sell Haier. It will show where Haier product stands in comparison to their competitors,
it will also give insight in product requirement to fight with the competition and what are the Haier’s
strengths in these segment in comparison to its competitors. For product mapping detailed
information regarding the product lines of major players, their USP, various product models, product
features, different technology adopted by the players in these segments had been collected.

1.2 Objectives-
Since, the inhabitants of our country are very much engaged with different chores & they have little
time to spend on household duties besides, they are more conscious about their health and
connection to the world of entertainment, so home appliances (Television, Microwave oven,
Washing Machine) are getting popularity among them. These product gives them comfort in their
life and helps them to joy every wink of life so, it is essential to know the family influence
consumers’ buying behavior. The objectives of this study includes the following-

 To know the effects of brand value of Haier.

 To know the consumer’s/ dealers brand preferences for consumer durables.
 To identify the factors and features by which a consumer is influenced to buy the HAIER
products (microwave).
 To know the consumer view regarding service/after sales service.
 To know various strategies used by different companies to attract consumers.
 To analyze the awareness among public about the Haier products (microwave).
 CHAPTER 2

THEREOTICAL BACKGROUND
2. THEORITICAL BACKGROUND:
There are several challenges in Indian market, marketers are shifting from mass marketing from a more direct
marketing oriented approach to create awareness about the benefits of the product.

2.1 New Product Development

As per the company’s policies and the norms Haier has undergone for the New Product Development in the
microwave category with its 3 upper segment models of microwave. They are going to launch those in the
coming October, 19. These 3 models have been designed keeping in mind the needs of the customers, the
customization for the features, color, coating, etc.

2.2 Porter’s Five Forces Model for Consumer Durable Industry

Michael Porter’s Five Forces Model is a framework used to analyze an industry (consumer
durables) and more specifically, the external business environment of the industry.

Buyer Power: The buyer’s power is quite high as they have multiple brands across different price
points, hence giving them a wide variety cross both durable and non-durable products to choose
from.

Supplier Power: The suppliers’ power is low because of the availability of the large numbers of
suppliers in the domestic market and cheap import options for components from other suppliers and
countries.

Competitive Rivalry: Presence of a large number of players in the domestic consumer durable
market in each segment leads to high rivalry.

Availability of Substitutes: The threat of availability of substitutes in the Indian Consumer

Durables market is medium. Where the white goods segment (air conditioners, refrigerators) face
low threat of substitutes, the brown goods segment (microwave) and consumer electronics segment
(television) do face a threat of substitutes. As new technology enters the market at an increasing
pace, the manufacturers need to upgrade their products accordingly. For e.g. the VCR got replaced
by DVD player. On a different note, televisions face the threat of multiplexes. Also, brown goods
like pressure cookers face the threat of microwave ovens etc.

Threat of new entrant: For any new company, to establish and build a new brand, cope with the
technological advancement and create a wide-distribution network is difficult. On the other hand,
cheaper brands from other countries, entry of other global brands is a concern.
 Buyer's
Power

Availability Threat of
Competitive
of new
Rivalry
Substitutes entrants

Supplier's
Power

2.3 Channel of Distribution

The channel of distribution that the company is using in Indian market is same for all the products of Haier.
What they basically do is they have their set channels or the channel partners who work for them regarding
the marketing, delivering, distributing all categories of their products.

Similarly, for the microwave segment too they have undergone same channels only.

2.4 PESTAL Analysis

Political Factors: China is a growing economy. The government therefore is keen interested in to
make flourish its growing industries. The state set several rules and regulations that affect the
electronics industry. The government sets different policies regarding taxes, business establishment,
import, export, excise duties and also about employment. Haier being operating in the largely
populated country has to follow the rules and regulation of China. Moreover, it operates in other
countries too so the rules of those countries should also be focused while expanding business.
Frequent problems like political conflicts may increase the complexity and difficulty in developing
the company according to the procedures and policies.

Economic Factors: Haier operates globally. So the economic development level of selected
countries is very important. The income of the customers is a key factor as they have to use their
resources to buy the used home appliances products. By observing these, economic policies needed
to be designed to decide the price to be charge from the customers. One of the significant factors,
which will expand the company, is the economic stability. It allows achieving the benefits and
improves the quality according to the customer preferences. The competitive advantage will increase
and makes the company more famous for foreign and domestic markets. Social Factors: Population
growth, age distribution, size of family, social behaviors, consumer lifestyles, education, religion,
and immigration all of the social factors have a combined effect on Haier operations to enter in the
electronics industry. Therefore, all should be deeply analyzed. The strategy must focus on the brand
awareness, meeting consumers, Recognition of brand which will increase the market shares.

Technological Factors: The enterprise will be able to develop significantly if it remains engaged in
technical research. Haier produces electronics products for daily use, so technical production of
advance level of products are very important. Today customers demand convenient in performing
daily tasks like washing clothes. So Haier needs to produce advanced technological products at
competitive prices. Modern production techniques can help to manufacture the products speedily at
low cost. Better and improved fact conditions will increase the product demand, especially in foreign
countries. Moreover, to promote by designing high-value advertisement strategies is also important
so that customers can get better information and can approach the companies easily. There is a direct
link with the success factors, capabilities and the technological resources to avail the competitive
advantage. If the technological resources of company will cooperate successfully, then the
organization will achieve success and face less pressure on technological improvement.

Legal Factors: Companies have to follow and observe the global regulations and rules. The global
business environment includes patents, ideas, trademarks and legal designs. Patents and copyrights
help the company to secure its product from the competitors to copy them. This will decrease the
profits ultimately. Haier should focus on this. Moreover, business legislations are also included in
legal factors Haier should analyze. It is best to consider legal factors for the dramatic expansion of
the company to international markets. It will eliminate the consequences of any threat such as
political factors, modes of entry in the foreign market and the joint ventures.

Environmental Factors: Analysis of environmental factors highlights the power of buyers and
consumers. Selection of countries to be served is very important. To know the environmental rules
and laws set by the authorities are significant to operate smoothly and profitably. Moreover,
producing environment-friendly products are also demanded by the customers to reduce the
pollution from the environment. In addition to this, the waste disposing of is also an issue to
environment. Haier needs to pay attention to all factors. The environmental cycle of consumers is
short which directly affects the supply chain management. The environmental factors have their
limitations. It is essential for the company to recognize the global environmental trends in society.
The company will achieve success and enable to build a competitive position. However, production
facilities mainly depend on the environmental factors.
Conclusion

Pestle business environment analysis can help Haier to make those policies which can fit the situation
and can harvest more profits.
2.5 AIDAS Model
The AIDA-S Model follows this particular sequence and assist in planning of any communication
campaign-

A – Awareness/ attention – Making consumers aware of the product, usage and getting their
attention is what ‘A’ stands for. Making people aware about the new models of Haier microwave
that has been launched in the market, i.e. microwaves of 25l and 30L of capacity and with some
additional features.

I – Interest – Generating consumer’s interest in the new launched product. Making people aware
and known about the new features and technology that are enabled with the new launched
microwaves.

D – Desire – Through that awareness and interest generated among the consumers, creating the
customer desire for the new launched models of microwave.

A – Action – Lastly stimulating the targets to purchase the product. Many of the customers got
impressed with the product and services offered and they have made their decisions.

S – Satisfaction – To know about their level of satisfaction with the Haier manufactured
microwaves what all done is, a proper consumer based questionnaire was being asked from them to
be filled up to get their feedback.

2.6 Media Planning

Media planning for the company gores to the facebook and Instagram and some other social media
through which they market themselves. Also being a China based company they do not have much
of the margins to spend much of the money in promotions of their product. So, they spend less for
the media.
2.7 Classification of Markets
They have classified their market into 7 zones all over India i.e.
North 1 (Chandigarh, Karnal, Jammu, Gurugram),
South 1 (Chennai, Chochin),
North 2 (Ghaziabad, Dehradun, Lucknow, Varanasi, Jaipur, Jodhpur),
South 2 (Vijyawada, Bangalore, Hubli, Hyderabad),
East (Kolkata, West Bengal, Bhuvneshwar, Patna, Ranchi),
West (Aurangabad, Pune, Kolhapur, Nasik, Goa, Nagpur, Mumbai, Thane, Raipur) and
Central (Indore, Bhopal, Ahemdabad, Surat, Rajkot). on this basis they try to segment market for
themselves and target them in the best possible manner according to their strategies.
2.8 Sales Promotion Schemes
As per their sales promotional schemes, the company might have some or the other tactics, what was
my personal experience as per the microwave segment was that they use the schemes as per the
festive season. For example- at the time of Diwali in the country or Durga Pooja in Bengal region,
etc.
2.9 ERP
Haier uses the HMIS – Haier Management Intelligence System as their ERP, i.e. enterprise resource
planning. Below mentioned picture shows how does the portal actually looks like.

This was the tool which the company uses to store and manage data of their business all over the
country. And access to which is only restricted to its departmental heads only so as to check what is
the growth in which segment week wise, month wise and Half yearly wise.
2.10 Consumer Buying Behavior
Five Stages to the Consumer Buying Decision Process/ Buying Behavior (For complex decisions).
Actual purchasing is only one stage of the process. Not all decision processes lead to a purchase. All
consumer decisions do not always include all 6 stages, determined by the degree of complexity.

i. Need recognition and problem awareness: Here customers find that his old microwave is
not working properly. And not giving sufficient utility of the product. Also, many customers
 who are the new users of microwave get to know about the features and benefits to cook food
in the microwave, find their need to buy one.
ii. Information search: Customer does an external search about the variety of microwaves
being offered by the different brands which are in his evoked set.
Sources of information
i) Personal sources: Customer finds the opinion from his personal contact first for
example they take opinion from their friends, colleagues, family members, relatives
etc. who are already using the microwave. Also, they look for the references or
feedbacks through the social media and company websites.
ii) Experiential sources: Customer visits the local showroom and have a look at the
options in their evoked set before finalizing the purchase.

iii. Evaluating alternatives: Customers are now aware of many brands of microwave through
visiting the show rooms and consulting their known ones, and they try to make comparison
among the brands and the models. Customers compares the microwave economically,
capacity wise, performance wise, features and appearance wise etc. Since they become
confused they do ask to the salesman and try to sort out the things.
iv. Purchase: After eliminating too many confusions about which brand and which model
to purchase, customer come to solution to a particular brand and a particular model, and
finally make up their mind to buy that particular brand and model.
v. Post purchase: Customer always expects post purchase service, if a brand fails to serve that,
the customer will not consider the next purchase preference to that brand, and if that brand
shown the ability to serve that, customer will remain loyal to that brand and can even suggest
to the others too.
 CHAPTER 3

COMPANY PROFILE

AND

PRODUCT PROFILE
3. COMPANY PROFILE AND PRODUCT PROFILE:
Corporate Overview
The Haier Group is China’s largest home appliance brand and one of the world’s leading white goods
home appliance manufacturers. Haier was founded in 1984 in Qingdao, Shandong Province, China
and manufactures home appliances in over 15,100 different specifications under 96 categories. By
April 2006, the Haier Group has obtained 6,189 patented technology certificates and 589 software
intellectual property rights. Haier products are sold in over 100 countries.

 Headquarters: Qingdao, Shandong Province, China

 Employees: Over 50,000 worldwide
 Financial Information: Haier’s global revenue in 2005 reached RMB 103.4 billion
 Average annual growth of 68% between 1984 and 2005
 No. of Subsidiaries Over 240
 Listed Subsidiaries: Haier Electronics Group Co., Ltd. listed on the Hong Kong Stock
Exchange.
 Key Product Lines: Refrigerators/Freezers, commercial air-conditioners, microwave ovens,
washing machines, dishwashers, televisions, mobile phones, computers

Board of Directors

• Chairman and CEO: Mr. Zhang Ruimin

• President: Ms. Yang Mianmian
• Vice Chairman: Mr. Wu Kesong

Recognition:

• Was listed in the "2018 Top 100 Global Challengers", Aug 2018
• China's Top 100 Electronic Information Companies was released, in which Haier ranked the
top three, July 2018
• Qingdao Haier Co., Ltd. entered Fortune Global 500, July 18
• Haier ranked the top three of China's Top 500 Most Valuable Brands and became the only
enterprise in the category of Internet of Things Ecology, June 18
• Haier was listed among the top 100 enterprises for Internet of Things in 2018, June
• Haier ranked first in the industry when China's brand value list was released, May 18

Haier is also a world leader in the technology domains of intelligent integrated home furniture,
networked home appliances, digitalization and large scale integrated circuits.
Product Overview
Microwave an appliance that heats and cook food by exposing it to electromagnetic radiation in the
microwave kind.
Microwave ovens heat food quickly and efficiently because action is fairly uniform in the outer also.
It is more evenly heated throughout that generally occurs in other cooking techniques.

The microwave ovens are available in 3 categories Solo, Grill & Convention

The various product (microwaves) Haier offers include 3 categories – solo or micro, grill and
convection. Out of which convection and solo are the most demanded ones.
Also this October Haier is coming up with 3 of its new variants of microwave oven in the market.
These are the upgraded models with some extra features added to it.
Below mentioned is the snapshot of all the variants of microwave Haier is offering to its customers
all over India.

MICROWAVE SNAPSHOT 2019

SOLO CONVECTION CONVECTION

GRILL
 CHAPTER 4

RESEARCH

METHODOLOGY
4. RESEARCH METHODOLOGY:
4.1 Research Methodology
The study is based on both primary & secondary data.
The primary data were collected directly from the sample of consumers through a well-devised
interview schedule. Incomplete and inaccurate responses were dropped out. For data collection the
researcher visited the respondents at their responds more than once, at their leisure are conveniences
also most of the data collection is done through a questionnaire as it was quiet impossible to collect
data from all over India by visiting each and every store out there.
The secondary data relating to the study were collected from books of the company, journals, research
articles, magazines, reports, newspapers and websites. The researcher also visited the company’s
previous researches done for the collection of some source materials.
HYPOTHESES OF THE STUDY
The following hypothesis were framed and tested
Ho1: There is no significant difference between demographic profile and factors influence
the consumers’ perception towards consumer durable goods.
Ho2: There is no significant difference between demographic profile of respondents and
purchasing behavior of consumer durable goods - microwave.
Ho3: There is no significant relationships in consumers purchasing and the factors for purchase of the
Haier microwave.

4.2 Sampling design

The research was taken by convenience sampling method. This research based on empirical
investigation. The study area has spreads over of Delhi region. To make the samples representative,
as far as possible, various steps have been taken into consideration. 145 samples have been selected
areas of the Delhi region. This study was selected on the basis of demographic; Socio - economic and
cultural status conditions. The product selected was HAIER Microwave, for this study.
4.3 Data Collection
This research study is primarily an empirical study on the consumer behavior relating to selected
consumer durables – ‘Microwave’. The researcher collected information through primary and
secondary data, the interview schedule has been constructed to collect data from consumers of mainly
Delhi region, towards information related to consumer durable goods, with the demographic; socio-
economic and cultural conditions of consumer.
The secondary data has also been collected from different sources of journals, magazines, annual
reports, internet; books related to topic, etc. the data analysis has been conducted with the following
methods.
4.4 Sample Selection
The researcher was adopted convenience sampling method. The respondents chosen from various age
group residing in Delhi. Years including the different strata of consumer durable goods. 200
questionnaires were distributed to the respondents spread over the country. Among them 150
responded and data were collected. In which some were found unusable. Hence, the accurate sample
of the study is 100.
 4.5 Limitations of the study
This study has been conducted all over India. Due to the diversity of the locations and lack of
awareness researcher was not able to collect reliable data. This study is mainly focused on consumer
durable goods for Haier’ microwave only. The household survey has been restricted to a sample size
of less numbers. The decision on the sample size was rather arbitrary, although the sample size is
deemed sufficient considering the nature of the issues analyzed and the requirement of category-wise
analysis. The numbers of respondents from different sections of society are not selected in
proportionate with the actual number of families in these sections. Only households possessing at least
one of the durables under study had been included among the sample households. This has perhaps
resulted in excluding those lower class families which do not possess the durables selected.
 CHAPTER 5

DATA ANALYSIS

AND

INTERPRETATION
5. DATA ANALYSIS AND INTERPRETATION:
Data analysis is done for the collected data wherein as interpreted we get to know the comparison of
various brands for the microwave category, according to the customer’s/ consumers perception
varies from place to place.
Below mentioned pie- chart shows the competitive analysis which reflects LG as the most preferred
brand among all others with a share of 31%, followed by SAMSUNG with 24% share.
Haier’s microwave stood for the 4th position as per the data collection with 15% of the market
capturing.

Competitive Analysis

12% LG
8% 31%
SAMSUNG
15%
WHIRLPOOL
10% 24% HAIER
PANASONIC
IFB

The next pie chart shows the various factors which directly or indirectly influence the buyers in the
purchase of any consumer’s durable. Is it the family’s decision, or the relatives or promotional
messages?

INFLUENCING FACTORS
Promotional
Message Family
21% Decisions
32%

Visibility
27%
Relatives
Influence
20%
This has shown that there is just a minor difference for the influencing factors. Where family
decisions are of most importance with 32%, then comes the visibility of the product in the
showrooms, stores, etc. This is basically known as the Display management and analysis.
The third one is the promotional messages or the discounts etc. added along with the product and
relative’s influences comes at the last preference.

FACTORS MAKES CUSTOMERS BUY HAIER

Appearance
13% Price
Brand Image 20%
5%

Brand
15%

Offers Color
35% 3%
Capacity
9%

The next analysis is about the Haier’s microwave, i.e. what are the factors or which features of Haier
microwave attracted the customers in order to influence them to go for it?
And what was found is mostly people buys it for the offers and discounts offered along with it and
due to a reasonable price they are offering to their customers with that kind of better quality people
prefer to go for purchasing the Haier microwave.
Analysis work was done on the basis of display corrections, some of which snapshots are provided
below-
 CHAPTER 6

FINDINGS, SUGGESTIONS,

CONCLUSIONS AND

LIMITATIONS
 6. FINDINGS/ SUGGESTIONS/ CONCLUSIONS/ LIMITATIONS:
6.1 Findings & Suggestion
The following suggestions are made on the basis of the study under various heads.
 A manufacturer may prudently aim at capturing all the income groups of consumers.
 Reliable advertisements may be made to attract the consumers. The manufacturers have to give reliable
information to the consumers.
 Interest free installment methods would help to increase the sales of the manufacturers.
 If payments of consumer durable goods are accepted on installment basis it would help in boosting
sales up.
 Service during warranty period is mostly availed by the consumers and if done properly they are
satisfied. But some of them have not availed the facility. Hence, door service may be tried for those
who want it.
 Quality and brand name are two important factors, which are considered purchasing durable goods.
Hence, companies have to provide quality products and they have tried to build brand name.
 The manufacturer may start authorized offer sales and service centers for all brands.
 Product improvement is very important in consumer durable goods. If the firm continuous to make the
product, it may be required to the improvement in its production or distribution so as to yield adequate
returns.
 Product presentation need to present based on age as youngsters do not want to have risk after
purchase. Elders want to have social status because of the product.

6.2 Conclusion
It may be observed that consumer durable goods are all important products but available for all. In the
present study due importance has been attached to the factors like aggressiveness, level of expectation
and level of satisfaction and so on. This study has a special feature that the level of expectation for the
various aspects which characterize the quality and standard of the product are individually taken up.
This study also indicates the level of importance attached to the various quality characteristics of the
product by the different segments of consumers, who differ in economic, educational, emotional and
other characteristics.
The demographic variables of the consumers are not deeply associated to their attribute awareness of
the product. Brand loyalty is not sufficiently found among the consumer durable goods. They expect
good satisfaction from the brand they purchase. They have inclination to change brand to acquire more
benefits from the product. It is now realized that one of the steps for providing effective and responsive
government is to ensure greater achievement in administration and information to the public. Such an
approach would make the study more technical and sophisticated. This kind of an approach will guide
the adoption of new types of marketing strategies as well as product refinement, so that the market
share can be improved and that was the very purpose of the study.
BIBLIOGRAPHY

AND

ANNEXURE
Annexure
Annexure for the questionnaire through which all the data was collected is as shown below-
Bibliography
http://inet.haierindia.com/hmis/Welcome.aspx
https://www.haier.com/in/
https://www.linkedin.com/company/haier/?originalSubdomain=in
http://www.haier.net/en/
https://www.ibef.org/industry/consumer-durables-presentation
https://www.ibef.org/download/Consumer-Durables-Report-Apr-20181.pdf
THANKYOU