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Lalit

This document is a market survey report on consumer preferences and buying behaviors towards washing machines and refrigerators from Videocon Industries Ltd. The objectives are to understand factors influencing consumer decisions and satisfaction levels. The report assesses consumer preferences, celebrity influence, service quality, and marketing strategies. It finds that younger consumers prioritize utility, families earning 25-50k are key customers, and quality factors like sound and cooling power are priorities. The report recommends focusing on high-quality products, improved service, high-end offerings, rural markets, and understanding evolving consumer needs.

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Neera Tomar
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64 views

Lalit

This document is a market survey report on consumer preferences and buying behaviors towards washing machines and refrigerators from Videocon Industries Ltd. The objectives are to understand factors influencing consumer decisions and satisfaction levels. The report assesses consumer preferences, celebrity influence, service quality, and marketing strategies. It finds that younger consumers prioritize utility, families earning 25-50k are key customers, and quality factors like sound and cooling power are priorities. The report recommends focusing on high-quality products, improved service, high-end offerings, rural markets, and understanding evolving consumer needs.

Uploaded by

Neera Tomar
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
You are on page 1/ 9

A PROJECT REPORT ON

MARKET
SURVEY IN VIDEOCON
INDUSTRIES LTD
Submitted by
Lalit
Roll NO.

Introduction
The project is to study the Preference of the consumers and
buying behavior towards Whirlpool Washing machine. Here the
term consumer means the end user of the product who not only
consumes the product but also gives the feedback to the
company.
Consumer Behavior: "The study of individuals, groups, or
organizations and the processes they use to select, secure, use,
and dispose of products, services, experiences, ideas to satisfy
needs and the impacts that these processes have on the
consumer and society."
Consumer Preference: It is a concept, used in the social sciences,
particularly economics. It assumes a real or imagined "choice"
between alternatives and the possibility of rank ordering of these
alternatives, based on happiness, satisfaction, gratification,
enjoyment, utility they provide

OBJECTIVES OF THE STUDY


To know race of celebrity in buying decisions.
To know consumer behavior while purchasing.
To know what factor affect consumer
behavior.
To know the consumer view regarding
service/after sales service.
To know various strategies used by
companies to attract consumers
To know the consumer preference.

SCOPE OF THE STUDY

This Report will help to understand the consumer behavior


towards purchasing a new Washing Machine or
Refrigerator.
It also opens the various factors which can affect the
purchase decision.
This Report provides a frame of mind of people, what are
the exceptions of consumer and up to how much level
these expectations met.
This Report will be helpful for Retailers and Companies so
that they can understand the consumer behavior and can
satisfy the consumer on more better manner.
To know whether they recommend to other or not.

PROBLEM STATEMENTS
This Research is mainly dealt with knowing purchase and
post purchase behavior. This Research is focuses on
product output which customer get from the product. This
Research is also focus on changing preference of
customers because in todays time there are so many best
option for customer for every electronic product.

This Research also studies that product are reaching up to
the expectation of customer or not. An electronic product
company differentiates its product on different grounds. So
we study that, for which qualities company is advertising,
those features those products have or not.

RESEARCH METHODOLOGY
TYPE OF RESEARCH DESIGN
The project wills certain the drivers Consumer Behavior and to find the factor which affect
purchase of Washing Machine & Refrigerator.
The Research divide into two parts: Exploratory research to find the various drives of consumer behavior
Conclusive research to find the factor affecting the purchase.

EXPLORATORY RESEARCH
The universe define as comprising of people who had avail, purchase for Washing Machine &
Refrigerator. Exploratory Research aimed at finding out the drivers of consumer behaviour.
CONCLUSIVE RESEARCH
Conclusive Research consisted of Administer Survey through questionnaire. The questionnaire
mainly had closed end questions. The Final Questionnaire consisted of questions based on
factors affecting the consumer behaviour.
DATA COLLECTION FROM PRIMARY SOURCES
The Primary Sources are customer who purchase or going to purchase Washing Machine and
Refrigerator. The Universe for the survey is the customer who researches dealers shop and
who have Washing Machine & Refrigerator in their home. In all, I collect a sample of 200. Data
will be collect through administrated questionnaires.

LIMITATION OF THE STUDY: Though I tried my best to get information and elicit responses required
for preparing the project report and management of organization. Yet
there were some problems faced by me. These are as follows: 1) Time was a constraining factor. The duration of research was only
eight week and we were working on eight project. It seemed to be a
short duration for a thorough study of the Subject.
2) We were unaware of demographic condition and we were new in that
DELHI zone.
3) We were covering 3 districts for dealer survey it was really tough job
regarding accommodation and transportation.
4) Unavailability of dealers and busy schedule of customer was
exclusive factor because of which a lot of time was wasted during data
collection.
5) There was possibility of sampling error
6) The Size of sample was small in relation to the total universe.

FINDING
Key customers are youth now in the changing trends they are more attracting
towards these products. Now they look these products as utility goods.
Consumers that mainly ask for these high end products have got family
income 25-50 thousand.
Close competitor of Videocon is Samsung as per the survey Sony and LG are
top players in this segment. But there is lots of opportunity in this segment.
There is huge scope of sales in AC segment for long run and Videocon group
brands Videocon, Kenstar and Electrolux are really doing a great job here.
Electrolux, Kelvinator and Videocon are really doing well in this segment.
Consumers are much concerned about the sound and picture quality so there
should be more concern on that.
Consumer are looking for powerful cooling for what AC is as well as they want
low noise level and low power consumption for complete relaxation of mind
and body. So quality of the product is a main concern.

RECOMMENDATIONS
It is difficult to analyze all the things in this very short time period but as per the
analysis and findings of me with working in Videocon are as follows:
First priority to product quality, as Videocon project itself in consumers mind as a
cheapest Brand it should be focused on product quality that helps in building the
Brand loyalty.
In todays market scenario consumer are ready to pay more for comfort and try
to skip from small problems like servicing of product and all. They like to switch
the brand if they do not get the service updated. So it is a major area of concern.
Market is changing, people are changing and people wants are changed to utility
so we should not much bothered for low end products. We should go for the high
end products to be positioned in market.
To generate demand in off season is a big problem and offers work for Videocon.
As we know rural market is growing at a very fast rate we should focus on that
area more. As per the sales data we can see the pace. It will helpful if we can
reflect some rural theme on area wise promotion.
We should more prioritize the consumer like, dislike, perception and feelings of
the customer for high end product. Just like new technology, sound, picture
quality etc.

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