project ppt on consumer behavior.

1. CONSUMER BEHAVIOR TOWARDS WHIRLPOOL OF
INDIA LTD (REF. CATEGORY)
Submitted by
Golam Ahamed Rosul

2. INTRODUCTION
 INTRODUCTION OF HOME APPLIANCES
 INDUSTRY OVERVIEW
 CONSUMER DURABLES

3. COMPANY PROFILE
 ESTABLISHMENT- 1911 at BENTON
HARBOR, MICHIGAN, U.S.A.
 INTERNATIONAL EXPANSION- 1958
 ENTERED INDIA- 1980
 MARKET SHARE IN INDIA-25%
VISION AND MISSION: OPERATIONAL EXCELLENCE:
The company’s pervasive
vision is, “Every Home,
everywhere, with pride,
passion and performance”, “KNOW A CUSTOMER, BE A
rests on the pillars of CUSTOMER AND SERVE A
innovation, operational CUSTOMER”.
excellence, customer-centric
approach and diversified
talent.
SOURCE: WHIRLPOOL INDIA WEBSITE

4. INTRODUCTION OF NEO-I CHILL
 6th sense technology
 Makes ice upto 50% faster
 Chills beverages 40% faster
Cooling gel

5. OBJECTIVE OF THE PROJECT
• To get exposed to the practical situations of the business.
• To learn how to work practically in corporate.
• To learn to interact with various corporate people.
• To know the effects of brand value of Whirlpool.
• To make people aware about the new refrigerator Neo i-
chill.
• To know consumer behaviour while purchasing a
refrigerator.
• To sale the Neo i-chill refrigerator.

6. RESEARCH METHODOLOGY
• Nature of research: Quantitative & Qualitative
• Data collection: Primary data and secondary data.
• Sample Size: 76 customers of refrigerator at
Reliance digital, Shivam Road, Hyderabad
• Sampling Area: Reliance Digital, Shivam
Road, Hyderabad.

7. DATA ANALYSIS
• AWARENESS OF NEO I- • INTERESTED TO PURCHSE
CHILL NEO I-CHILL
How many of them know about
INTERESTED ON
Neo i-chill
NEO I-CHILL
YES 8% 34%
NO 92% 66%
YES NO
Source: Primary Data

8. REASONS FOR PREFERING NEO I-CHILL
PREFERED FEATURES OF NEO I-CHILL
FASTER
COOLING
11%
OTHERS FLEXI COOL
37% 8%
CAPACITY
22%
GOOD
TECHNOLOGY
22%
Source: Primary Data

9. • MY SALES REPORT OF 8
WEEKS OF WHIRLPOOL
REFRIGERATOR AT RELIANCE DIGITAL, SHIVAM
ROAD, HYDERABAD
SALES REPORT
Neo i-chill Other Whirlpool
14%
Total sale: 36 units
Under my activity
86%

10. PURCHASE DECISION MAKER
DECISION MAKER
44% MALE
56% FEMALE
SOURCE: PRIMARY DATA

11. MY CONTRIBUTION…
• DEMONSTRATED WHIRLPOOL REFRIGERATORS TO
170 CUSTOMERS.
• SOLD 36 UNITS OF WHIRLPOOL REFRIGERATORS.
• DONE SOME PROMOTIONAL ACTIVITIES FOR THE
NEW REFRIGERATOR NEO I-CHILL.

12. My findings
• Factors considered to purchase refrigerator.
» CAPACITY
» STAR RATING
• Purchase decision maker - Female
SOURCE: PRIMARY DATA

13. RECOMMENDATION
• As a new refrigerator Neo i-chill is excellent but the colours should
be more attractive.
• It should maintain proper stock.
• Products and its features are excellent but there should be some more
promotional activities like TV ads, to promote the new products in market.
• Extended after Sales Service can be used as pull strategy of
promotion to attract the customers as all customers consider it as main
attribute while purchasing the product.
• Advertisements should be focused on homemakers because they are the
primary influencers; mostly joint decision is taken whereas the financer is
husbands.