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By Uttam Borah Ajeet Manoj Gohain Sanjay
• • • • Structured questionnaire Closed ended questionnaire Personal interview Sample size – 28 numbers
• The research findings are enlisted in the slides here onwards…
1. Refrigerator at home
LG Kelvinator Whirlpool Others 8 8 7 5
• Presence in market is appreciable • Kelvinator, whirlpool are tough competitors
2.Features that made consumer buy those products
General consumers Storage Looks Power consumption Environment friendliness 11 7 7 3
LG users Storage Looks Power consumption Environment friendly 3 3 1 1
• Satisfactory in looks and storage • Needs to consider power consumption
General users Kelvinator Whirlpool L.G Other 4 9 14 1
LG users kelvinator whirlpool LG others 1 2 4 1
• Consumer has a good brand image of L.G • People choose L.G to be the most preferred alternative • L.G has huge Market potential • Hs good brand loyalty, still it should be considered for development
4. Features praised in the alternative
General users Price Power consumption Environment friendliness Storage
10 5 5 8
L.G users Price Power consumption Environment friendliness Storage 3 3 2 nill
• Price of L.G is high, where as price of other refrigerators are also perceived as high • People generally are concerned with storage areas, where as L.G storage management is satisfactory
5. Up gradation in product
• Consumers are optimistic of up gradation •
6.Up gradation to be done in
General users Looks Energy consumption storage 11 10 7
LG users looks Energy consumption storage 3 3 2
Satisfaction of consumer is more in modifying looks & energy consumption rather than storage.
7. Information getting..
General users friends T.V. adds Hoardings others 8 15 2 3
LG users friends T.V. adds Hoardings others 1 5 1 1
• T.V.adds of L.G.are successful & satisfactory. • Compared to adds & hoardings opinion leadership is less.
8.How many Consumers have seen fridge add
General users yes no 26 2
L.G. users yes no 8 0
Adds are seen & remembered by all 8 consumers using LG. person who have not seen TV add is whirpool users.
9.Celebrity endorsement for add
General users yes no 18 10
LG users yes no 2 6
The ratio of celebrity endorsement required is 1:3.
10.Provide an option to change the fridge
General users Stick to same brand Change to other 17 11
LG users Stick to same brand Change to other 6 2
Brand loyalty of 75% is assured although its satisfactory.
• Whirlpool & kelvinator are tough competitors. • People are more conscious on storage area where as LG has satisfactory storage area. • Needs to develop power consumption. • LG consumers wants a better look. • T.V. adds are successful. • Brand loyalty is apporx.60% scope for development.