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Critical Analysis of Consumer Perception Toward Consumer Durable Product Industry

This document presents a critical analysis of consumer perceptions toward the consumer durable products industry in India. It discusses the background of the industry and liberalization opening doors for global brands. The research objectives are to analyze consumer behavior and satisfaction toward refrigerators in Kanpur City. The methodology includes secondary data collection from articles, websites and LG information. Findings present consumer brand and capacity preferences and satisfaction levels. Conclusions note consumers prefer quality and branded refrigerators. Recommendations include launching smaller frost-free refrigerators and improving after-sales service.

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Akash Sharma
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50 views

Critical Analysis of Consumer Perception Toward Consumer Durable Product Industry

This document presents a critical analysis of consumer perceptions toward the consumer durable products industry in India. It discusses the background of the industry and liberalization opening doors for global brands. The research objectives are to analyze consumer behavior and satisfaction toward refrigerators in Kanpur City. The methodology includes secondary data collection from articles, websites and LG information. Findings present consumer brand and capacity preferences and satisfaction levels. Conclusions note consumers prefer quality and branded refrigerators. Recommendations include launching smaller frost-free refrigerators and improving after-sales service.

Uploaded by

Akash Sharma
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Critical Analysis of Consumer

Perception
Toward
Consumer Durable Product Industry

COMPILED BY:
MOHD RAFI
2009-11
0916570030

INDEX
Industry Background
Research Objective
Research Methodology
Findings
Conclusions
Recommendations
Bibliography

INDUSTRY BACKGROUND
The perquisite for this is a proper and though
understanding of consumer behaviour towards
Durables Goods.
With the liberalization of the economy the doors
have been opened for global giants like LG, Samsung,
Whirlpool, Videocon etc. Who embraced the entered in
the Indian market.
Now since I am talking about consumer durable Like
LG, Whirlpool, Samsung, Videocon etc.

RESEARCH OBJECTIVE
The objective of this project is to conduct a broad study
for analyzing consumers behaviour for refrigerators at
macro level in Kanpur city.
To measure the level of customer satisfaction for the
product.
To find out the level of satisfaction derived from after
sales services provided by the company.
To have an in depth understanding and knowledge of
the Indian refrigerator industry and future trends.
To know the consumer perception about LG & Whirlpool
refrigerators.
To find out important recommendations for future
improvements in LG refrigerators sales and services.

RESEARCH METHOLOGY
Research-:
Research is a scientific systematic re research for perfect
information on a specific topic. In other words we can say
research is an art of scientific investigation. The advance
learners dictionary of current English lays down the
meaning of research as a careful investigation or enquiry
especially through search for in any branch of knowledge.
Research Design-:
Research design is simply a framework or plan for a study
which is used as a guide in collecting and analyzing the data
. As the objective of the research is Descriptive in form, the
research design be made accordingly.

Formulating objective of the study.


Designing the method of data collection.
Selecting sample size.
Collection of data.
Analysis and findings.
Conclusion.
Recommendation.
Data Collection

Secondary Data-:
Secondary data collected through various articles in
magazines, journals, advertisements, websites and
information provided by LG itself. The website of LG
www.lgindia.com provides great knowledge, which proved
to be of great help in the making of this project.

FINDINGS
Consumer Using brand of a refrigerator.
Consumer using using different capacity (Litres) of
refrigerator.
Consumer Satisfy with the cooling system of refrigerator.
Consumer adopt the prompted to buy the particular
refrigerator.
Consumer satisfied with the pricing of the refrigerator.
Consumer prefer to buy a new brand refrigerator.

CONCLUSIONS
The Indian market is becoming more and more consumer
oriented and for this reason the research work on the
comparative study has become research worthy. All the
marketers are facing is getting the maximum done in
minimum possible time. Given the choice available for
the consumers, it is known on the product push, rather a
consumer pull.
Near about all the consumer prefer to the quality and
branded refrigerators.
In consumer durables like refrigerator only a small
number of customers are perspective who wants to
change their brand within an average short duration of
five years.
Now consumer also prefer brands in which price has also
a little important.
The main thing pointed out in this research work is that

RECOMMENDATIONS
It is recommended that LG should launched Frost Free
refrigerator in below 200 litre category.
After sales service should be improved and should be
on time.
In view of the consumers LG refrigerators are highly
priced in comparison to other brands, so a lower price
section or reduction in price is demanded.
The cooling system of the LG refrigerators should cool
more.
The look of LG refrigerator should be more attractive.
LG refrigerator should improve space problem.

BIBLIOGRAPHY
Following books and websites were used in making of
this projectBooks-:
Schiffman Leon G. and Kanuk Leslie Lazar, Consumer
Behaviour, Pearson/Prentice Hall, 9th edition.
Kothari C.R. , Research Methodology Methods and
Techniques, New Age International Publishers, 2nd
edition, 2004.
Websites-:
www.lgindia.com
www.whirlpoolindia.com
Magazines-:

THANK YOU

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