INTRODUCTION

Today’s business environment demands that every businessman possess

a wide range of knowledge, skills and competencies as well as sound
understanding of management processes and functions. Managers need to be
able to make best use of their time and talents and of other people’s, and to
work with and through others to achieve corporate objectives. They also need
to demonstrate a full understanding a full understanding of business
environment and of their organization’s key resources. Its people, finance and
information amongst these key resources, the people factor is considered to be
the most valuable asset for any organization. These people i.e. employees of
the organization are the internal customers of that organization who are as
important as the external customers.
Earlier business was conducted with a sole objective of earning profits.
But now due to intense competition and changing market trends the focus of
the organizations has shifted to customer satisfaction; satisfaction of both
internal and external customers. External customers can be satisfied by
providing them what they want in a product.

To satisfy the internal customers, organizations adopt the method of

providing the ‘quality of life’.

Satisfactions are the persons feeling of pleasure or disappointment

resulting from comparing a product perceived performance (income) relation
to his/ her expectation. If the performance falls short of expectation the
customer is dissatisfied.

If the performance matches the expectation the customer is satisfied if

the performance exceeds the expectation the customer is highly satisfied or

1
delighted many companies are aiming for high satisfaction because they are
much ready to switch.

Buyer’s expectation formed on the basis of past buying experience,

friend and the associate advice and the marketers and the competitor’s
information and promises. If marketers raise expectation two high, the buyer
is likely to be disappointed. Even if the company sets expectation should
match the performances.

 A customer is the most important person ever in any company.

 A customer never depends on company, but the company depends on
him.
 A customer is the person who brings company his wants.
 A customer is not a interruption of marketers work he is the purpose of
it.

2
 COMPANY PROFILE

The parent company (whirlpool corporation) is headquartered at Benton

Harbor, Michigan, USA with a global presence in over 170 countries and
manufacturing operation in 13 countries with 11 major brand names such as
Whirlpool, Kitchen Aid, Roper, Estate, Bauknecht, Laden and Ignis. The
company boasts of resources and capabilities beyond achievable feat of any
other in the industry.

Whirlpool Corporation (NYSE:WHR) is fortune 500 company and a

global manufacturer and marketer of major home appliances, with annual
sales of approximately S18 billion more than 73,000 employees, and more
than 70 manufacturing and technology research centers around the world.
After acquiring the may Tag Corporation on March 31, 2006, Whirlpool
Corporation became the largest home appliance maker in the world.

Whirlpool initiated its international expansion in 1958 by entering

brazil. However; it emerged as truly global leader in the 1980’s.

This encouraging trend brought the company to India in the last 1980s.
It forayed into the market under a joint venture with TVS group and
established the first whirlpool manufacturing facility in Pondicherry. Soon
whirlpool acquired Kelvinator India limited in 1995 and marked an entry into
Indian refrigerator as well.

The same year also saw acquisitions were merged to create Indian
subcontinent to washing machines, refrigerator, microwave ovens and
Refrigerators. Today, whirlpool is the most recognized brand in home
appliances in India and holds a market share of over 25%.

3
 Whirlpool Corporation has seven employee-run diversity networks that
are involved with business, employee, and community projects to address the
needs of the groups they represent. These diversity networks are The
Women's Network (TWN), the Native American Network (NAN), the
Whirlpool African American Network (WAAN), The Pride Network
(PRIDE), the Whirlpool Asian Community (WAC), the Whirlpool Hispanic
Network (WHN), and the Young Professionals Network (YP).

Whirlpool received a 100% rating on the Corporate Equality Index

released by the lesbian, gay, bisexual, and transgender (LGBT) equal rights
organization Campaign starting in 2004, the third year of the report.

Charity work:
Whirlpool Corporation is a principal supporter of Habitat for Humanity,
a nonprofit organization dedicated to building low-cost, affordable housing.

The company's commitment to Habitat for Humanity has exceeded $34

million and it has donated more than 73,000 appliances for Habitat homes.
The company plans to support every Habitat home built globally by 2011,
either through product donations, cash, or home sponsorship.

In June 2005, Habitat for Humanity held its annual Jimmy Carter Work
Project in Benton Harbor, Michigan. This week-long effort culminating in the
completion of more than 230 houses in Michigan. Whirlpool was the lead
sponsor for the build and 270 Whirlpool employees from 19 nations worked
together to build 10 houses during the week.

In 2006, more than 20 Whirlpool India employees participated in the

week-long Jimmy Carter Work Project (JCWP) in India, which resulted in the
completion of 100 homes in a village near Mumbai. In 2005, Whirlpool India

4
began a partnership with Habitat for Humanity India. Volunteers from
Whirlpool participated in the build organized by Habitat for Tsunami victims
in the southern part of India.

In November 2006, Whirlpool started the annual Building Blocks

program, designed to raise awareness and help eliminate substandard housing
in the United States. Each year the program recognizes an outstanding U.S.
Habitat for Humanity affiliate and its relationship with its local community by
holding a week-long build in the affiliate’s community. The program kicked
off in Nashville, Tennessee, in 2006 when Whirlpool united 100 local
residents with 100 Whirlpool employees and volunteers from 100 Habitat
affiliates.

These 300 volunteers built 10 homes on one block from Nov. 5-10,
2006. Whirlpool built nine homes near Phoenix, Arizona, in May 2007, and
nine more homes in Dallas, Texas in October 2008. The 2009 build is set to
begin August 31 in Atlanta, Georgia.

2009: Whirlpool was voted Product of the Year and received the award for the
'Best Innovative Product' in the popular refrigerators category. This was based
on 40,000 consumers across 36 towns in India voting Whirlpool Frost Free
Refrigerators with 6th sense as the Best Innovation in the Popular Refrigerator
Category.

2009: Hewitt ‘Best Employers in India’ 2009 Study

2008: Whirlpool brand was named one of the 10 top greenest brands by U.S.
consumers, according to a 2008 Brand Week magazine survey.

5
Sustainability Leadership Recognition
Whirlpool brand was named one of the 10 top greenest brands by U.S.
consumers, according to a 2008 Brand Week magazine survey.Named one of
the “Top 20 Global Companies for Leaders” by FORTUNE magazine for
focus on developing leaders within the company

1957: The Company was rechristened as ' The Whirlpool Corporation.'

1987: Whirlpool tied-up with Sundaram Clayton Ltd. of India to form TVS
Whirlpool Ltd.
1993: First time Whirlpool became the No.1 stand-alone brand in UK, Ireland,
Netherlands and Belgium
1995: Whirlpool Corp. acquired majority of stake in the TVS Whirlpool Ltd.
The DC manufacturing facility of Kelvinator India was also acquired.
1998: This year gave birth to a new company vision that says, "Every Home
Everywhere with Pride, Passion & Performance."
1999: Whirlpool of India crossed the milestone of 1 million sales of
appliances.
2003: A new mission statement of "Everybody creating loyal customers for
life" was adopted.

6
 PRODUCT PROFILE

Refrigerator can be classified into three segments while keeping the

needs and wants of the customer.
 Direct Cool
 Frost Free

Direct cool :
It is the basic segment. The most basic product under this segment
covers almost all the features of this segment except for modular shelves, all
metal door and single metallic sheet body.

The capacity of the refrigerators in this segment ranges from 180 Lts to
230 Lts. Refrigerators form this segment can serve a small family, small shops
and can be used in offices where not much stuff is required to be stored.

The basic product lie under this segment is

 Masterpiece
 Genius
 Fusion
 Ice magic

Before going deep in Direct cool model, we have to understand some

prefix term which is used to distinguish them:
G - > Glass shelves
W-> Wire shelves
Q-> Quick Cool
A-> Automatic
P-> Power cool
D-> Drawer

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Single Door Refrigerator

Masterpiece
 Available in 180 lts / 230 lts
 Toughened Glass Shelves with extra endurance to store large containers
with ease.
 Stabilizer Free operation.
 Unique Health Guard Door with anti-fungal gasket.
 Jumbo Bottle Rack
 Extra Durable freezer

Available in different colours

 Red
 Grey
 Blue Duet
 Wine Duet

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Genius (GEN)

 Available in 180lts / 230lts

 6th sense Technology make ice 30% quicker than any other refrigerator.
 6th sense Door Open Alarm
 Jumbo Bottle Rack
 Unique Utility Drawer
 Toughened Glass Shelves
 No stabilizer is required.
 Unique Health Guard Door with anti-fungal gasket.

Available in different colours:

 Wine Exotica
 Silver Orchid
 Wine Orchid
 Silver Oleander
 Titanium (TTM)

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Icemagic (I-magic)

 Available in 190Lt / 215 Lts.

 Power cool zone which keeps the drinks chilled up to 12hrs without
power.
 6th sense technology which makes ice 40% quicker than other.
 Advanced Air flow System at the back which keep the vegetable and
fruits remain fresh. Sunday to Sunday.
 Unique utility Door.
 Toughened Glass shelves.
 Twin crisper Help in stock and access vegetables.

Available in different colours:

 Wine Orchid
 Wine Exotica
 Titanium (TTM)
 Red/ Grey (FIN)

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Double Door Refrigerator (Frost Free)

 Master Mind (MM)

 Available in 220Lt
 30:70 Freezer to Refrigerator Ratio
 Toughened Glass Shelf
 Chiller Keep the Dairy products
 Ice Twister Store Ice and take it our easy twist Action.
 Freshlock Crisper Which keep the vegetable fresh more than 40%.

Available in different colours:

 Graphite
 Cubic wine

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Neo i-chill (Neo IC)
 Available in 242 Lt
 Deep freeze technology which controls the cold Air movement in the
refrigerator. It increases the speed of the cold air and full Circulation of
cold Air.
 40% Faster Bottle cooling
 50% Faster Ice Making
 3 times better cooling retention
 10 years warranty
 Tower cool uniform cooling across Shelves
 4 star energy rating

Available in different colour:

 Graphite
 Blueberry
 Titanium (TTM)
 Wine orchid

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 OBJECTIVES OF THE STUDY

 To study about the customer satisfaction level

 Proper understanding and analysis of the Whirlpool India Ltd.
 To study the brand image of Whirlpool India Ltd.
 Proper understanding of promotional tools prevailing in the company
 To know the strength, weakness, opportunities and threat of Whirlpool
India Ltd.
 To study Whirlpool and it’s competitors.
 To study the various marketing strategies adopted by whirlpool.
 To study the overview of whirlpool company or organization.
 To gain the knowledge about the company and the marketing of its
products.
 To study the information about the competitors in the industry and how
they are competing them by modern technology.


13
 RESEARCH METHODOLOGY

A Plan of proposed study prepared by a researcher stating the research

activities to be performed in his proposed study before he undertaken his
research work is called a research design.

"A research design is the arrangement of conditions for collections and

analysis of data in a manner that aims to combine relevance to the research
purpose with economy in procedure".

Methods of Data Collection:

Data refer to the facts, figures or information collected for a specific
purpose.

There are two types of data namely:

1) Primary Data
2) Secondary Data

1) Primary Data:
 Primary Data are those which are new and original in nature.
 These data are the first hand information generated to achieve the
purpose of the research

Primary data can be collected 3 methods.

1) Observation method.
2) Experimentation method.
3) Survey method
The primary data for the report is through method with proper
questionnaire.

14
ii) Secondary Data:
Secondary data those data which are collected from the earlier research
work are in printed nature booklets statistically information etc.

The Secondary data for this survey is collected from internet, printed
booklets.

Sampling:
Sampling means where only a few units of population under study are
considered for analysis is called sampling.

a) Sample technique use:

Convenient sampling was used to collect the data.

b) Sample Size:
The Sample size taken for the survey is 50 respondents.

c) Field Method:
The survey was conducted in the Chinnamanur town especially with
Whirlpool Refrigerator.

Sampling Unit
I choose my sampling area at Chinnamanur town for my market survey.

15
 DATA ANALYSIS AND INTERPRETATION

These are an attempt to organize and summarize data in order to

increase results, usefulness in such a manner that enables the researcher to
relate critical points with the study objectives. Sometimes these organizing
and summarizing of data require the use of summary statistically measures
such as percentage averages and dispersions. Since most marketing data are
collected through the use of sample, the reliability of the summary estimates is
required to be determined.

In this survey to collected data are analyses and interpreted by the

percentage analysis method.

a) Percentage analysis method

Percentage method to a special kind of ratio percentage is used in
making comparison between two or more series of data percentage are used to
describe relationship.

No. Of Respondents
Percentage = ———————————— x 100
Total respondents

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 TABLE-1

RESPONDENTS USAGE OF REFRIGERATOR

No. of
S.No. Particulars Percentage
Respondents

1. Yes 90 90

2. No 10 10

Total 100 100

Source: Primary Data

Among the 100 Respondents

 90% of the respondents are using Refrigerator.
 10% of the respondents are not using Refrigerator.

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 CHART-1

RESPONDENTS USAGE OF REFRIGERATOR

100 90
90

80

70

60
Percentage

50

40

30

20 10

10

0
Yes No

Particulars

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 TABLE-2

RESPONDENTS PREFERENCE BRAND OF REFRIGERATOR

No. of
S.No. Particulars Percentage
Respondents
1 Samsung 20 22

2 Whirlpool 50 56

3 Godrej 20 22

Total 90 100

Source: Primary Data

Among 90 Respondents
 22% of respondents prefer in Samsung Refrigerator.
 56% of respondents prefer Whirlpool Refrigerator.
 22% of respondents prefer in Godrej Refrigerator.

19
 CHART-2

RESPONDENTS PREFERENCE BRAND OF REFRIGERATOR

100

90

80

70
Percentage

56
60

50

40

30 22 22

20

10

0
Samsung Whirlpool Godrej

Particulars

20
 TABLE-3

RESPONDENTS REASON FOR PREFERRING

WHIRLPOOL REFRIGERATOR

No. of
S.No. Particulars Percentage
Respondents
1 Price 20 40

2 Quality 20 40

3 Brand Name 10 20

Total 50 100

Source: Primary Data

Among 50 Respondents
 40% of respondents prefer Whirlpool Refrigerator for its price.
 40% of respondents prefer Whirlpool Refrigerator for its quality.
 20% of respondents prefer Whirlpool Refrigerator for its brand name.

21
 CHART-3

RESPONDENTS REASON FOR PREFERRING

WHIRLPOOL REFRIGERATOR

100

90

80

70
Percentage

60

50
40 40
40

30
20
20

10

0
Price Quality Brand Name

Particulars

22
 TABLE-4

RESPONDENTS OPINION ABOUT THE PURCHASING CAPACITY

OF WHIRLPOOL REFRIGERATOR

No. of
S.No. Particulars Percentage
Respondents
1 185 – 190 L 20 40

2 200 – 215 L 20 40

3 245 – 280 L 10 20

Total 50 100

Source: Primary Data

Among 50 Respondents
 40% of respondents are purchase 185-190 L Refrigerator.
 40% of respondents are purchase 200-215 L Refrigerator.
 20% of respondents are purchase 245-280 L Refrigerator.

23
 CHART-4

RESPONDENTS OPINION ABOUT THE PURCHASING CAPACITY

OF WHIRLPOOL REFRIGERATOR

100

90

80

70
Percentage

60

50
40 40
40

30
20
20

10

0
185 – 190 L 200 – 215 L 245 – 280 L

Particulars

24
 TABLE - 5

RESPONDENTS OPINION ABOUT TYPE OF REFRIGERATOR

No. of
S. No Particulars Percentage
Respondents

1 Single Door 30 60

2 Double Door 15 30

3 Glass Door 5 10

Total 50 100

Source: Primary Data

Among the 50 Respondents

 60% of respondents are using single door refrigerator
 30% of respondents are using double door refrigerator.
 10% of respondents are using glass door refrigerator.

25
 CHART - 5

RESPONDENTS OPINION ABOUT TYPE OF REFRIGERATOR

100

90

80

70
60
60
Percentage

50

40
30
30

20
10
10

0
Single Door Double Door Glass Door

Particulars

26
 TABLE - 6

RESPONDENTS OPINION ABOUT STAR OF REFRIGERATOR

No. of
S. No Particulars Percentage
Respondents

1 3 Star 15 30

2 4 Star 15 30

3 5 Star 20 40

Total 50 100

Source: Primary Data

Among the 50 Respondents

 30% of respondents are using 3 star refrigerators.
 30% of respondents are using 4 star refrigerators.
 40% of respondents are using 5 star refrigerators.

27
 CHART - 6

RESPONDENTS OPINION ABOUT STAR OF REFRIGERATOR

100

90

80

70

60
Percentage

50 40
40
30 30
30

20

10

0
3 Star 4 Star 5 Star

Particulars

28
 TABLE-7

RESPONDENTS OPINION ABOUT THE CONSUMPTION PERIOD

OF WHIRLPOOL REFRIGERATOR
No. of
S.No Particulars Percentage
Respondents
1 1 year 10 20

2 3 years 15 30

3 5 years 25 50

Total 50 100

Source: Primary Data

Among 50 Respondents
 20% of respondents are consuming for 1 year.
 30% of respondents are consuming for 3 years.
 50% of respondents are consuming for 5 years.

29
 CHART-7

RESPONDENTS OPINION ABOUT THE CONSUMPTION OF

WHIRLPOOL REFRIGERATOR

100

90

80

70
Percentage

60 50
50

40
30
30
20
20

10

0
1 year 3 years 5 years

Particulars

30
 TABLE - 8

RESPONDENTS OPINION ABOUT PRICE RANGE OF

WHIRLPOOL REFRIGERATOR

No. of
S. No Particulars Percentage
Respondents

1 Upto Rs.20000 20 40

2 Rs.20000 to 30000 20 40

3 Rs.30000 to 40000 10 20

Total 50 100

Source: Primary Data

Among the 50 Respondents

 40% of respondents are buying air condition price of upto Rs.20000.
 40% of respondents are buying air condition price of Rs.20000 to
30000.
 20% of respondents are buying air condition price of Rs.30000 to
40000.

31
 CHART - 8

RESPONDENTS OPINION ABOUT PRICE RANGE OF

WHIRLPOOL REFRIGERATOR

100

90

80

70

60
Percentage

50
40 40
40

30
20
20

10

0
Upto Rs.20000 Rs.20000 to 30000 Rs.30000 to 40000

Particulars

32
 TABLE – 9

RESPONDENTS GET THE KNOWLEDGE ABOUT

WHIRLPOOL REFRIGERATOR
No. of
S. No. Particulars Percentage
Respondents
1 Television 30 60

2 Newspaper 10 20

3 Media 10 20

Total 50 100

Source: Primary Data

Among 50 Respondents
 60% of respondents are getting knowledge from Television.
 20% of respondents are getting knowledge from Newspaper.
 20% of respondents are getting knowledge from Media.


33
 CHART – 9

RESPONDENTS GET THE KNOWLEDGE ABOUT

WHIRLPOOL REFRIGERATOR

100

90

80

70
60
Percentage

60

50

40

30 20
20
20

10

0
Television Newspaper Media

Particulars

34
 TABLE-10

RESPONDENTS OPINION ABOUT PURCHASING PLACE OF

WHIRLPOOL REFRIGERATOR
No. of
S. No. Particulars Percentage
Respondents
1 Home appliances 30 60

2 Retailer 10 20

3 Online Shopping 10 20

Total 50 100

Source: Primary Data

Among 50 Respondents
 60% of respondents purchase from home appliances.
 20% of respondents purchase from retailer.
 20% of respondents purchase from online shopping.

35
 CHART-10

RESPONDENTS OPINION ABOUT PURCHASING PLACE IN

WHIRLPOOL REFRIGERATOR

100

90

80

70
60
60
Percentage

50

40

30
20 20
20

10

0
Home appliances Retailer Online Shopping

Particulars

36
 TABLE-11

RESPONDENTS OPINION ABOUT THE PRICE LEVEL OF

WHIRLPOOL REFRIGERATOR

No. of
S.No. Particulars Percentage
Respondents
1 Low 25 50

2 Moderate 23 46

3 High 2 4

Total 50 100

Source: Primary Data

Among 50 Respondents
 50% of respondents say that the Whirlpool Refrigerator price is low.
 46% of respondents say that the Whirlpool Refrigerator price is
moderate.
 4% of respondents say that the Whirlpool Refrigerator price is high.


37
 CHART-11

RESPONDENTS OPINION ABOUT THE PRICE LEVEL OF

WHIRLPOOL REFRIGERATOR

100

90

80

70

60
Percentage

50
46
50

40

30

20

10 4

0
Low Moderate High

Particulars

38
 TABLE-12

RESPONDENTS OPINION ABOUT EXPECTING THE CHANGES IN

WHIRLPOOL REFRIGERATOR
No. of
S.No. Particulars Percentage
Respondents

1. Yes 10 20

2. No 40 80

Total 50 100

Source: Primary Data

Among the 50 Respondents

 20% of the respondents expect the changes in Whirlpool Refrigerator.
 80% of the respondents not expect the changes in Whirlpool
Refrigerator.

39
 CHART-12

RESPONDENTS OPINION ABOUT EXPECTING THE CHANGES IN

WHIRLPOOL REFRIGERATOR

100

90
80
80

70

60

50
Percentage

40

30 20
20

10

0
Yes No

Particulars

40
 TABLE-13

RESPONDENT OPINION ABOUT THE KIND OF CHANGES IN

WHIRLPOOL REFRIGERATOR
No. of
S.No. Particulars Percentage
Respondents
1 Minimum watts 10 20

2 High Quality 8 16

3 Price reduction 32 64

Total 50 100

Source: Primary Data

Among 50 Respondents
 20% of the respondents expect the changes of minimum watts.
 16% of the respondents expect the changes of quality.
 64% of the respondents expect the changes of price.

41
 CHART - 13

RESPONDENT OPINION ABOUT THE KIND OF CHANGES IN

WHIRLPOOL REFRIGERATOR

100

90

80

70 64

60
Percentage

50

40

30
20
16
20

10

0
Minimum watts High Quality Price reduction

Particulars

42
 TABLE-14

RESPONDENTS OPINION ABOUT THE QUALITY LEVEL OF

WHIRLPOOL REFRIGERATOR

No. of
S.No. Particulars Percentage
Respondents
1 Good 40 80

2 Excellent 10 20

3 Poor 0 0

Total 50 100

Source: Primary Data

Among 50 Respondents
 80% of respondents say that the Whirlpool Refrigerator quality is good.
 20% of respondents say that the Whirlpool Refrigerator quality is
excellent.

43
 CHART-14

RESPONDENTS OPINION ABOUT THE QUALITY LEVEL OF

WHIRLPOOL REFRIGERATOR

100

90
80
80

70

60
Percentage

50

40

30
20
20

10
0
0
Good Excellent Poor

Particulars

44
 TABLE-15

RESPONDENTS OPINION ABOUT THE SUBSTITUTE BRAND OF

WHIRLPOOL REFRIGERATOR
No. of
S.No. Particulars Percentage
Respondents
1 LG 25 50

2 Samsung 15 30

3 Godrej 10 20

Total 50 100

Source: Primary Data

Among 50 Respondents
 50% of respondents say that the LG substitute brand of Whirlpool.
 30% of respondents say that the Samsung substitute brand of Whirlpool
 20% of respondents say that the Godrej substitute brand of Whirlpool.

45
 CHART-15

RESPONDENTS OPINION ABOUT THE SUBSTITUTE BRAND OF

WHIRLPOOL REFRIGERATOR

100

90

80

70

60
Percentage

50
50

40
30
30
20
20

10

0
LG Samsung Godrej

Particulars

46
 TABLE-16

RESPONDENT SATISFACTION LEVEL OF THE

WHIRLPOOL REFRIGERATOR

S.No. Particulars No. of Respondents Percentage

1. Satisfied 48 96

2. Not Satisfied 2 4

Total 50 100

Source: Primary Data

Among 50 Respondents
 96% of the respondents are fully satisfaction in this Whirlpool
Refrigerator.
 4% of the respondents are not satisfaction in this Whirlpool
Refrigerator.

47
 CHART – 16

RESPONDENT SATISFACTION LEVEL OF THE

WHIRLPOOL REFRIGERATOR

96
100

90

80

70
Percentage

60

50

40

30

20
4
10

0
Satisfied Not Satisfied

Particulars

48
 FINDINGS

 90% of the respondents are using Refrigerator.

 56% of respondents prefer Whirlpool Refrigerator.
 40% of respondents prefer Whirlpool Refrigerator for its price.
 40% of respondents prefer Whirlpool Refrigerator for its quality.
 40% of respondents are purchase 185-190 ltr capacity Refrigerator.
 40% of respondents are purchase 200-2015 ltr capacity Refrigerator.
 60% of respondents are using single door refrigerator
 40% of respondents are using Eco Inverter model.
 50% of respondents are consuming for 5 years.
 40% of respondents are buying air condition price of upto Rs.20000.
 40% of respondents are buying air condition price of Rs.20000 to
30000.
 60% of respondents are getting knowledge from Television.
 60% of respondents purchase from home appliances.
 50% of respondents say that the Whirlpool Refrigerator price is low.
 80% of the respondents not expect the changes in Whirlpool
Refrigerator.
 64% of the respondents expect the changes of price.
 80% of respondents say that the Whirlpool Refrigerator quality is good.
 50% of respondents say that the LG substitute brand of Whirlpool.
 96% of the respondents are fully satisfaction in this Whirlpool
Refrigerator.

49
 SUGGESTIONS
 Exhibitions do not help to generate so much sells but they should be
conducted regularly. This helps in generating awareness regarding the
product in customers which ultimately helps in sales.
 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.
 Branding and promotions should be done effectively as it creates a long
lasting image in the mind of customers.
 Company should also cater to the needs of sub dealers as some of the
sub dealers have potential of high sales.

50
 LIMITATIONS

Every study has certain limitations. In my study, also there were certain
limitations, which I could not able to solve.
 The research was conducted in a very small area.
 My research work period witness the biggest ups and downs in product
sale of different brands, which affected the perception of the customer.
This was biggest drawback of my study.
 Time factor was also important for me. I had only 60 days to complete
my research, for which a full-fledged report was insufficient for me.
 The customer filled the questionnaire mostly in careless manner, so it
was difficult to make them hold for time.
 I had only found the upper-middle class family to fill up the
questionnaire, but generally, an average middle class family was
required for the study.
 The sample size is also very small which represent my research on
consumer behaviour

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 CONCLUSION

Whirlpool India Ltd., is a leading Electronic company in India and from

last five consecutive years has shown accelerated growth in electronic
portfolio. Customers in India are also spending more in electronics as their
standard of living is growing. Whirlpool has placed itself successfully in the
position of market leader in electronic products. Though there was some
downfall in sales and profit of the company in the beginning of this decade but
after that Whirlpool has shown considerable rise in both sale and profit. The
future of the company is also looking bright as electronic market in India is
still expanding and so we can safely conclude that Whirlpool will be able to
secure its number one position in electronic product.

Whirlpool has also started project, that has provided it direct reach to
rural market. This may be considered a revolutionary step since the urban
market is reaching its saturation level and there is a huge scope exploring rural
market. This will also be helpful not only increasing its market share but also
fight competition.

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 BIBLIOGRAPHY

Marketing Management - Kasutri Rangan,

Published by Gaw Hill,
Publise Company Limited,
Edition 2005.

Research Methodology - Dr.Priti, First Education,

2011, Ms.Meena Pandey
For, Himalaya Publishing House
Private Ltd.

WEBSITES:
http://www.google.com
http://www.ibef.org
http://www.displaysearch.com
http:// www.dnb.com
http://www.whirlpool.com

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 A MARKET SURVEY ON CONSUMER SATISFACTION
REGARDING WHIRLPOOL REFRIGERATOR IN CHINNAMANUR
TOWN

Name : Age :
Occupation : Sex :
Address : Mobile :

QUESTIONNAIRE

1. Do you use refrigerator?

 Yes  No
2. If, yes which brand of refrigerator do you prefer?
 LG  Samsung  Whirlpool
3. Why do you prefer Whirlpool refrigerator?
 Price  Quality  Quantity
4. What is your refrigerator capacity?
 185-190 L  190-215 L  245-280 L
5. What type of refrigerator do you use?
 Single Door  Double Door  Glass Door
6. What type of star rating do you prefer?
 3 Star  4 Star  5 Star
7. How long are you using this brand?
 1 Year  3 Years  5 Years
8. What price range do you prefer?
 Upto Rs.20000  Rs.20000 to 30000
 Rs.30000 to 40000
9. Which media influenced you to buy this Whirlpool Refrigerator?
 Advertisement  Friends and Relatives  Shopkeeper

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10. Where did you purchase the Whirlpool Refrigerator?
 Home appliances  Retailer  Online shopping
11. What is your opinion about the price of Whirlpool Refrigerator?
 Low  Moderate  High
12. Would you, prefer any changes in the product?
 Yes  No
13. If, yes what kind of changes would you expect?
 Minimum watts  High quality  Price reduction
14. What is your opinion about the quality of Whirlpool Refrigerator?
 Good  Excellent  Poor
15. If not available Whirlpool Refrigerator what is your substitute product?
c LG c Samsung c Godrej
16. Are you completely satisfied with this product?
 Satisfied  Not satisfied
17. Please give your valuable suggestions if any…

55