Company Logo

A SUMMER TRAINING PROJECT REPORT ON

Customer Attitude Towards Change in Price Of

Specific Models of Kenstar Refrigerators

Submitted in partial fulfilment of the requirements

For the award of the Degree of

Master of Business Administration

(2008)
(UP Technical University, Lucknow)

By
Abhishek Jha
Roll No. 13274834
MBA 1st Year
(GIMT, Greater Noida)

Project Undertaken at
Kenstar Refrigerants Pvt. Ltd., New Delhi.

Report Submitted to:

Mr. Hari Haran
(GM-Marketing)
 Company Logo
Kenstar Coolants Pvt. Ltd.
Okhla Industrial Area-III, New Delhi- 56

November 1, 2007

To Whomsoever It May Concern

This is to certify that Mr. Abhishek Jha has conducted marketing research authorized by

Kenstar Coolants Pvt. Ltd., New Delhi. The topic of his research is ‘Comparative study of

different Credit Cards available in market.’

Mr. Abhishek Singh is a student of MBA, at GIMT, and carried out the research during his

summer training, as part of his MBA program.

He has successfully conducted the consumer research within the Delhi and NCR region

and has given some recommendations for planning the pricing strategy for Kenstar

refrigerators. The primary data provided by him has actually been collected by him. His

work is authentic and is true to the best of my knowledge.

I wish him all the best in his endeavors.

(Hari Haran)

Assets Services Manager

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 College Logo
Galgotia IMT.
Knowledge Park I, Greater Noida.

November 1, 2007

To Whomsoever It May Concern

This is to certify that Mr. Abhishek Jha is a bonafide student of MBA Second Year and has

obtained his summer training for a period of 8 weeks, at Kenstar Coolants Pvt. Ltd., New

Delhi.

The topic of his Summer Training Project is ‘Consumer Attitude towards Price Change in

Specific models of Kenstar Refrigerators’.

(Prof. B. Kumar)

Director, GIMT.

Greater Noida.

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 Copyright Notice

The information presented in this report is the property of Kenstar Refrigerators Pvt. Ltd.,

and is protected by Copyrights Act, 1992.

No information provided in this report can be reproduced without taking permission from,

or giving credit to Kenstar Coolants Pvt. Ltd.

Hari Haran

GM- Marketing

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 PREFACE

Businesses today are run on the Marketing Philosophy, or the Societal Marketing

Philosophy. The customer is deemed as the king. His attitude towards a particular product

needs to be identified and positively moulded by today’s marketer.

In white goods, refrigerator is the most ubiquitous in nature, and is purchased by

consumers from nearly all income groups. With price being one of the most important P-

factor of marketing mix, it is bound to have huge influence on consumer’s attitude.

The organization, Kenstar Pvt. Ltd. is considering addition of a few new models, and has

plans underway to launch them in the north- Indian markets. However, at this stage, there

has been some uncertainty regarding what should be the pricing strategy for the new

models.

A consumer attitude study regarding the prices was therefore necessary.

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 ACKNOWLEDGEMENT

I wish to thank Mr. Rohit Walia, Vice President, North Indian Division, Kenstar Coolants,

Pvt. Ltd., for giving me the opportunity to work at their esteemed organization.

Special thanks are due to Mr. N. Hariharan, General Manager- Marketing, North Indian

Division, , for his guidance and support.

I wish to thank my teacher, Prof. Tariq Siddiqi, who helped me in developing this level of

understanding of the subject, and in making my report presentable.

Last but not the least, I wish to thank my friends Anagh, Prakash and Aditya for the love

and support they extended to me.

Anoop Kumar Sharma

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 List of Contents

S.No. Topic Page No.

1. Company Profile 1

2. Introduction 5

3. Methodology 12

4. Description of Data 14

5. Analysis 17

6. Conclusions 18

7. Recommendations 19

8. Limitations 21

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Company Profile

8
Introduction to Subject Matter

9
 RESEARCH METHODOLOGY

The research undertaken in the project was Causal Research/ Exploratory Research/

Descriptive Research, for which survey method was used to identify the customer attitude

towards price changes.

The primary data was collected with the help of a questionnaire developed for the

customers and potential customers of Kenstar Refrigerators.

The questionnaire included a mix of open ended and closed ended questions. 10 of these

questions were given on a Likert Scale, the rest were given on a Nominal Scale, with 4

alternatives given for the consumers to choose from.

The secondary data was collected from books, Magazines, journals and newspapers.

Company related information was collected from the balance sheet statement and the

various Kenstar Inhouse publications.

The data collected was subject to z-test and test of variance.

Finally recommendations were made after collecting the data, based on brainstorming done

with the Marketing & Sales team of Kenstar.

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Data Description, Analysis & Discussion

11
Conclusion

12
Recommendation

13
Limitations

14
 References
Narayana, A.V. Lakshmi & Badar Islam, “Determinants of Consumer Behavior”,

Global Consumer Today, vol 2/no.1, New Delhi, June 2001, pp 18-23.

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 Bibliography

Khan & Jain, Financial Management, PHI, 2005

Nirmala Khandelwal, Accounting Procedures, Tata McGraw Hills, 2006

Nabh’s Handbook, Banking Policy of India, NABHI Publications, 2007.

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Appendix

17
Index

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