Sie sind auf Seite 1von 30

PROJECT REPORT

ON
"Consumer Preference and Buying
Behaviour
Towards Whirlpool Washing Machines
and Refrigrator"
Supervisor : Sachin Kumar Jain
Kumar Jain
Lecturer
No.511120912

Submitted by : Sachin
Enrolment
MBA IV Sem.

(Marketing)

Remarks of Evaluator
Approved/Disapproved
Approved/Disapproved
(I Evaluation)
Evaluation)

(II

Session :
______________

University
Bio-Data of Supervisor
Name
: Sachin kumar jain
Designation
: Supervisor
Qualification
: MBA 4th sem (Marketing)
Area of Specialization
: Marketing
Experience
: 80 moths
Official Address
: Impulz Home Care
Services
4/20 GF West Patel Nagar New Delhi 110008
Telephone No.
: 9811333349,25882798
Mobile
: 9911942484
E-mail
:
Sachin_Jain_007@Yahoo.co.in

I am willing to supervise
____________
Enrolment No.
511120912
On the topic of "Consumer Preference and Buying
Behaviour towardsWashing Machines and Refrigrator"

(Signature with
seal)
Countersigned by Director of Study Centre with
Seal

whirlpool World s No.1 home appliances


company.. your magic in home making

INTRODUCTION
In 1911, the Upton Brothers (Louis, Frederick, and Emory) created the Upton Machine
Company in St. Joseph, MI to produce electric, motor-driven wringer washers. Joined with
Sears, Roebuck and Co. in 1916, the Upton-manufactured washers sold faster than the
brothers could manufacture them, thus creating the mutually beneficial relationship
between Sears and Whirlpool.
Since the 1970s, Whirlpool has been a pioneer of energy and water efficiency measures in
its research and development practices. Whirlpool continues its long history of being
involved with the U.S. Department of Energy and U.S. Environmental Protection Agency
ENERGY STAR program and has been named ENERGY STAR Partner of the Year
seven times.
"Whirlpool is delighted to once again be named an Energy Star partner. We succeed as a
company by being able to offer our customers a broad range of appliances under a number
of brands, many of which are Energy Star qualified. These appliances save money for our
customers by lowering their utility bills and help protect the environment," says David L.
Swift, Whirlpool's Executive Vice President for North America.

Today the Whirlpool Corporation remains the largest North American supplier of major
appliances to Sears under the Kenmore brand. Internationally, Whirlpool is also recognized
for energy efficient appliances, as well as for their commitment to environmental
packaging, production, and design. Whirlpool is the world's leading manufacturer and
marketer of major home appliances, becoming a trusted household name all over the world.
Located in Benton Harbor, MI, Whirlpool's Corporate Headquarters focuses on the social
responsibilities to their community and to the environment. "At Whirlpool Corporation we
take our environmental responsibilities very seriously. Just as we have taken a global
approach to our home appliance business, we believe our world's environmental issues
must be addressed in a similarly comprehensive way," says Jeff M. Fettig, President,
Chairman and CEO of Whirlpool Corporation.
Whirlpool also donated a $1 million in cash, products, and services to Hurricane Katrina
relief efforts in 2005, and the Whirlpool foundation continues to match generous employee
contributions. These contributions include refrigerators, air purifiers, clothes, washers, and
dryers. "A tragedy of this magnitude calls for the assistance of able individuals and
organizations," says Fettig. "As a company, we are grateful to help relief efforts in the most
fitting way possible."
With more than 80,000 employees and over 60 manufacturing and technology research
centers worldwide, Whirlpool transformed itself from a regional manufacturing and tradefocused business into a global enterprise. The success of Whirlpool's global business is
driven by its ability to truly understand and fulfill customer needs, develop highly
innovative solutions, and continuously improve productivity and quality.
"Creating unmatched customer loyalty for our brands is the cornerstone of our strategy.
This simple idea is based on an in-depth understanding of our customers' needs, wants, and
expectations, so that we can consistently deliver unique, innovative solutions to meet or
exceed these expectations," adds Fettig.
Customer loyalty lead Whirlpool to years of success with annual sales of more than $19
billion, marketing brands like Maytag, KitchenAid, Jenn-Air, and Amana, to name a few.
Based on the continuing success of Whirlpool's global innovation process, which began in
1999, Whirlpool has introduced unique product innovations to consumers worldwide.

One such innovative product that Whirlpool now offers is the Whirlpool HEPA filter air
purifier. Whirlpool's Energy Star Qualified air purifiers feature charcoal pre-filters to trap
odors, True HEPA filters to remove 99.97% of particulate matter, and quiet operation.
Using a HEPA filter that only needs to be replaced once a year, the Whirlpool air purifier
contains an indicator light which alerts you when it's time to replace your HEPA air filter.
Small and discretely designed, the Whirlpool Quiet Partner system, included in every air
purifier, is the quietest high-efficiency air purifier technology available. Whirlpool air
purifiers offer a three-speed fan, allowing you to control the noise level.
For more than five decades, Whirlpool has steadily expanded its product line, revenues, and
global footprint using innovation and customer commitment. "We are constantly seeking
out new and unique ways to improve the function, performance, and sustainability of our
products. We want our brands to be the brands customers trust in every
homeeverywhere," says Fettig. Trust the Whirlpool name and find a Whirlpool air
purifier that fits your needs..
Commitment To Employees Recognized

N Named one of the top 50 companies for African-American MBAs to work by Black MBA magazine
a
m
e
d
o
n
e
o
f
t
h
e

T
o
p

2
0
G
l
o
b
a
l
C
o
m
p
a
n
i
e
s
f
o
r
L
e
a
d
e
r
s

b
y
F
O
R
T
U
N
E

m
a
g
a
z
i
n
e
f
o
r
f
o
c
u
s
o
n
d
e
v
e
l
o
p
i
n
g
l
e
a
d
e
r
s
w
it
h

i
n
t
h
e
c
o
m
p
a
n
y
Named one of "The Best Companies to Work For" in Brazil by Guia Exame/Voce S.A. for the 12th
consecutive year
Named one of the 50 Best Employers in Canada by the Globe & Mail Report on Business Magazine
Named one of the Best Companies to Work for in Mexico
Named one of 25 Noteworthy Companies for Diversity by DiversityInc magazine for our excellent
community philanthropy, employee-resource groups and measurement of diversity success
Received a score of 100 percent on the Human Rights Campaigns Corporate Equality Index for six
consecutive years (2004-2009)
.........................................................................................................................................................................

2007: Received the 2007 Cause Marketing Golden Halo Award for Business, America's highest honor for
companies and organizations that give back to the community through creative and effective cause
marketing campaigns
2006: Whirlpool Corporation acquires Maytag and become the Worlds largest white goods company.
2006: Honored with the 2006 National Award for Ethics & Values from the Confederacin de Cmaras
Industriales de los Estados Unidos Mexicanos .
2005: Received the 2005 American Business Ethics Award, which honors companies that exemplify high
standards of ethical behavior in their everyday business conduct.
2003: A new mission statement of "Everybody creating loyal customers for life" was adopted.
2002: The Aircon range was successfully launched and the Whirlpool of India acquired 6% market share.
2001: Whirlpool India registered profit & sold 1.2 million appliances. It also achieved the No.1 position in
DC & FA.

2002: The ' Whirlpool Strategic Architecture ' was launched as a framework to achieve the vision. The
revenues of Whirlpool Corp. soared to $10.5 Billion.
1999: Whirlpool of India crossed the milestone of 1 million sales of appliances.
1998: This year gave birth to a new company vision that says, "Every Home Everywhere with Pride,
Passion & Performance."
1996: Whirlpool Washing Machines Ltd. and Kelvinator India Ltd. merged together to form Whirlpool of
India Ltd.
1995: Whirlpool Corp. acquired majority of stake in the TVS Whirlpool Ltd. The DC manufacturing
facility of Kelvinator India was also acquired.
1993: First time Whirlpool became the No.1 stand-alone brand in UK, Ireland, Netherlands and Belgium
1991: The company introduced and committed globally to its Worldwide Excellence System, which is a
TQM program dedicated to exceeding customer expectations. The vision to globalize 'Whirlpool Corp'.
was realized in the same year.
1990: Company established joint venture with Matsushita Electric Company of Japan to produce vacuum
cleaners for the North American market.
1989: This was a historic year since the revenues catapulted to heights of over $6 Billion mark. Also, the
joint venture with N.V.Philips of Netherlands called Whirlpool Europe B.V. was formed to manufacture
and market appliances in Europe.
1987: Whirlpool tied-up with Sundaram Clayton Ltd. of India to form TVS Whirlpool Ltd.
1986: The 'Kitchen Aid' division of Hobart Corporation was purchased.
1978: Within a decade company doubled its feat of $1 Billion mark and reached the $2 billion revenue
level.
1968: The Elisha Gray II Research & Engineering Center was completed in BentonHarbor . In the same
year the company's revenues crossed the legendary $1 Billion mark for the first time.
1958: The company moved out of country for the first time and invested in Brazilian appliance market
through purchase of equity in Multibras S.A.
1957: The company was rechristened as ' The Whirlpool Corporation.'
1948: First 'Whirlpool' brand automatic washer with dual distribution was introduced. It included two
product lines one each was distributed through Sears and Nineteen Hundred.
1929: Upton Machine Company merged with Nineteen Hundred Washer Company of NewYork .
1916: First order of washers was sold to Sears, Roebuck & Co.
1911: Louis Upton founded the Upton Machine Company in this year to produce motor-driven wringer
washers.
1908: The first Automatic washer was launched to public in late 1908, by 1900 Corporation which in 1911

was renamed to Upton Machine Company.

Company Analysis
According to the Individual - Audited financial statement for the Year of
2011, total net operating revenues increased with 22.65%, from INR
2,238.25 tens of millions to INR 2,745.27 tens of millions. Operating
result increased from INR 245.18 tens of millions to INR 289.4 tens of
millions which means 18.04% change. The results of the period
increased 18.01% reaching INR 166.03 tens of millions at the end of the
period against INR 140.69 tens of millions last year. Return on equity
(Net income/Total equity) went from 38.37% to 40.68%, the Return On
Asset (Net income / Total Asset) went from 38.35% to 39.31% and the
Net Profit Margin (Net Income/Net Sales) went from 6.29% to 6.05%
when compared to the same period of last year. The Debt to Equity Ratio
(Total Liabilities/Equity) was 103.49% compared to 100.04% of last year.
Finally, the Current Ratio (Current Assets/Current Liabilities) went from
1.07 to 1.27 when compared to the previous year.

Company Description
Whirlpool Of India, formerly known as Kelvinator India was started in 1960
by J R Desai in collaboration with Kelvinator International Corporation, USA.
Whirlpool Incorporation, USA, and Sundaram Clayton Ltd. started TVS
Whirlpool Ltd. as a joint venture and later in 1996, Kelvinator and TVS
acquisitions were merged to create Indian home appliance leader of the future,
Whirlpool India. This expanded the company's portfolio in the Indian
subcontinent to washing machines, refrigerator, microwave

KOLKATA: America's largest home appliances maker Whirlpool plans to invest more than
Rs 750 crore in India over three years, with more than half of it earmarked for innovation,
as it targets market leadership in the country.
Whirlpool India will invest in product innovation and development, capacity augmentation
and marketing at a time when the white goods industry is down to single digit growth rate
in a slowing economy, Arvind Uppal, Whirlpool's president for Asia-Pacific and managing
director (India), said. The company targets market leadership in refrigerators and washing
machines within a year. It also wants to be a top brand in air-conditioners and microwaves
by then.
"Leadership would not just mean bagging market share, but also to build Whirlpool as a
best-in-class technology brand," says Uppal, who is credited with turning around Whirlpool
India from deep losses in the last seven years.
While the top management at Whirlpool India, at Uppal's initiative, took a pledge in
February to become the market leader, trade insiders say it would be a Herculean task for
the US brand.
"Even though Whirlpool is a much stronger player than before, it might be a tough task for
it to win market leadership in a highly competitive market," the CEO of a large durable
retail chain said. "LG is desperate to retain leadership, while Panasonic and Videocon are
rising as tough competition," the person said on condition of anonymity, adding that
Whirlpool needs to work on service infrastructure.
Also, in FY12 Whirlpool was a distant third in the refrigerator market with 13.8% share
behind LG (36.6% market share) and Samsung (19.8%). Whirlpool is the third largest
brand in washing machine after LG and Samsung, fourth largest brand in microwave oven
and fifth largest in air-conditioners.
In the last quarter ended June, Whirlpool India posted its highest-ever quarterly profit with
26.5% jump year on year at a time when the home appliance industry growth rate was flat

due to slowing consumer spending on rising prices, high loan rates, weakening rupee and
slowing growth.
Helping the brand was the good consumer response to some of its recent launches such as
direct-cool refrigerators, which, the company says, is growing at an annual rate of 55%.
The company's stock hit a 52-week high last month on the Bombay Stock Exchange after it
reported three consecutive years of debt-free operations.
The company now eyes 25% CAGR over the next three years to double its revenues to Rs
5,500-6,000 crore from Rs 3,000 crore clocked last year.
Uppal clarified that he will not sacrifice profits for growth. "We believe in profitable
growth. My principle is simple: volume is vanity, profit is sanity and cash is the reality," he
said.
Its growth strategy is to innovate to develop breakthrough products, focus on cost
management and motivate workforce to deliver.
"During good times you can deliver with processes, but during tough times like now its
only talent which can perform miracles," Uppal said Whirlpool has lined up Rs 400-crore
investment on innovation alone for the next three years. Its R&D initiative will focus on
low-cost innovation.
Uppal says India has made a mark globally on how to make entry-to-mid-segment products
profitable. For instance, Whirlpool recently rolled out a top-loading washing machine,
which washes clothes like a front-loading machine, giving superior cleaning. Other
examples of innovations include a split basket to wash delicate clothes and a new line of
refrigerators with a separate bottle chiller.
"It is actually a challenge to make profit from mass products, which we are mastering"
Uppal said.
Uppal also wants to launch a new brand from Whirlpool's global portfolio, KitchenAid,
which would operate in the super-premium appliances segment. Whirlpool brand stretches
from the mass to premium segments.

Whirlpool entered India back in late 1980s, but failed to keep pace with Korean duo LG
and Samsung that stormed the Indian electronics and home appliances market. Whirlpool
lost its dominant position in washing machine and, despite acquiring Kelvinator India in
1995, it could not take the top slot in refrigerators.
The company slipped into losses and in 2005 it roped in Arvind Uppal from Nestle to
turnaround the Indian operation. It shifted focus to mass to mid-range products that forms
more than 80% of the market, much like what LG did in its early days in India to crumple
its competitors. In 2007-08, Whirlpool India posted its first full year profit after tax.
India is currently the fifth largest market for Whirlpool after the US, Brazil, Canada and
Mexico, and it's the regional headquarters for Whirlpool in all Asia-Pacific markets, except
China.

Whirlpool, right from its inception in 1911 as first commercial manufacturer of motorized
washers to the current market position of being world's number one manufacturer and
marketer of major home appliances, has always set industry milestones and benchmarks.
The parent company 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, KitchenAid, Roper, Estate, Bauknecht, Laden and Ignis.
The company boasts of resources and capabilities beyond achievable feat of any other in
the industry.
Whirlpool initiated its international expansion in 1958 by entering Brazil. However, it
emerged as truly global leader in the1980's. This encouraging trend brought the company to
India in the late 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 market as well. The same year also saw acquisition of major share in TVS joint
venture and later in 1996, Kelvinator and TVS acquisitions were merged to create Indian
home appliance leader of the future, Whirlpool India. This expanded the company's
portfolio in the Indian subcontinent to washing machines, refrigerator, microwave ovens
and air conditioners.
Today, Whirlpool is the most recognized brand in home appliances in India and holds a
market share of over 25%. The company owns three state-of-the-art manufacturing
facilities at Faridabad, Pondicherry and Pune. Each of these manufacturing set-ups features
an infrastructure that is witness of Whirlpool's commitment to consumer interests and
advanced technology.

In the year ending in March '09, the annual turnover of the company for its Indian
enterprise was Rs.1,719 Crores.
The company's brand and image speaks of its commitment to the homemaker from every
aspect of its functioning. It has derived its functioning principles out of an undaunted
partnership with the homemakers and thus a slogan of You and whirlpool, the world's best
homemaker dots its promotional campaigns. The products are engineered to suit the
requirements of smart, confident and in-control' homemaker who knows what she wants.
The product range is designed in a way that it employs unique technology and offers
consumer relevant solutions.

Current Share Price


Whirlpool of India.
277.40
Volume
Prev close
Days H/L(Rs)
52wk(Rs)
Mkt Cap(Rs.Cr)

-0.95

-0.34

7,396
278.35
280.25-275.25
284.90-141.80
3,527.82

Fundamentals
Market Capital (Rs.cr)3546.65
EPS (Rs.)(TTM)
12.07
P/E Ratio(TTM)
23.21
Book Value (Rs.)
37.50
Price to Book Value 7.47
Equity (Rs.cr.)
126.87
Traded Value (Rs.lac) 85.63

Peer Comparison
P/BV
P/E
Market Cap
(TTM) EV/EBIDTA ROE ROCE D/E
Company
(TTM)
(Rs. in Cr.)
(x) (%)
(%) (x)
(x)
(x)
TTK Prestige
4,011.30 34.80 14.18
18.72 48.0
61.7 0.13
Whirlpool India
3,478.14 23.00 7.30
10.35 29.5
37.0 0.00
Bajaj Electrical
2,101.62 20.99 3.04
8.27 18.2
29.2 0.24
Hawkins
1,164.36 40.32 22.57
15.55 61.6
75.5 0.24
Cookers
Symphony
1,163.58 24.25 7.71
9.08 36.7
49.2 0.03
Butterfly Gan
565.90 19.66 3.24
10.57 52.4
40.7 1.57
Ap
IFB Inds.
446.33 14.65 1.58
4.34 10.9
12.2 0.00
Electrolux Kelv.
361.28
0.00 -1.24
0.00 0.0
0.0 0.00
Khaitan Elect.
83.32
0.00 0.82
14.78 0.0
0.0 2.27
Panasonic
77.94
0.00 4.11
0.00 0.0
0.0 2.00
Appli.
Value Industries
49.07
0.00 0.11
6.89 -1.1
5.0 2.09
Sujana Univ.
36.30
1.68 0.06
3.81 5.0
10.6 0.63
Ind
Usha
35.80
0.97 0.19
0.00 18.4
18.7 0.64
Internation
Gorani Inds.
17.33
0.00 5.72
0.00 0.0
0.0 1.20
Kanchan Intl.
12.90
0.00 2.44
12.55 2.3
9.8 5.3

276.001.85 (0.7%)
276.352.40 (0.9%)
BSE

Dec 19,15:54

Day's High | Low

279.40 | 273.25

Day's Volumes

6,112

52Wk High | Low

289.45 | 141.80

Open Price

274.25

Turnover

2,936,105.00

Deliverable Vol.

5,077

6 Mth. Avg. Vol.

164,244.02

NSE

Dec 19,15:59

Day's High | Low

279.80 | 272.60

Day's Volumes

36,465

52Wk High | Low

289.70 | 144.05

Open Price

275.35

Turnover

15,654,522.35

Deliverable Vol.

41,261

6 Mth. Avg. Vol.

0.00

BSE
Open
Day High
Day Low
Previous Close
52-Week high
52-Week low
P/E
Market Cap (Rs cr)
Volume

NSE
274.25
279.40
273.25
274.00
289.45
141.80
22.99
3501.61
6112

275.35
279.80
272.60
273.95
289.70
144.05
22.98
3506.05
36465

REVIEW OF LITERATURE & PROBLEM


STATEMENT
As I would find any Project Report on the topic consumer
behaviour towards Washing Machine and Refrigerator. So, I consult
Indian Journal of Marketing of last year for latest information.
Topics of various author are as follows :-

Consumer Behaviour & Marketing by Swasti Soni


Brand preference of Talcum Powder by Dr. G.S. Ganesan
Buyer Behaviour of Home Appliances by Dr. G. Sudarsana
Reddy & Mr. Rajarashmi

Knowing the Customer by Dr. Deepak Raj Gupta.

PROBLEM STATEMENTS
This Research is mainly dealt with knowing purchase and
post purchase behaviour.
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.
A electronic product company differentiate its product on
different grounds. So we study that, for which qualities company is
advertising, those features that product have or not.

SCOPE OF THE STUDY


This Report will help to understand the consumer

behaviour towards purchasing a new Washing Machine


or Refrigerator.

It also opens the various factor which can effect 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 expectation met.

This Report will be helpful for Retailers and Companies


so that they can understand the consumer behaviour
and can satisfy the consumer on more better manner.

To know whether they recommend to other or not.

OBJECTIVES OF THE STUDY


To know race of celebrity in buying decisions.
To know consumer behaviour while purchasing.
To know what factor affect consumer behaviour.
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.

RESEARCH METHODOLOGY
TYPE OF RESEARCH DESIGN
The project will certain the drivers Consumer Behaviour 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
behaviour
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.

INFORMATION NEED
Respondents Profile

Number of members in family


Monthly Household Income

General Information
Various consumer goods viz. Colour T.V., Refrigerator,
Washing Machine etc. owned by respondent.

No. of Refrigerator & Washing Machine owned (Nominal


Scale & multi-choice)

From where they get information about Washing


Machine & Refrigerator (multioptional0

How much respondents are satisfied by product (multioptional)


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.

QUESTIONNAIRE
Name ___________________________ Age _________________
Sex Male ( ) Female ( )
Family Income (Monthly)
(i) upto 5000 ( ) (ii) 5000-7500 ( )
(iii) 7500-10000 ( ) (iv) Above 10000 ( )
FAMILY KIND
(i) Nuclear Family ( ) (ii) Joint Family ( )

QUESTIONNAIRE
1. Did you recently purchase a new Washing Machine?
Brand Name : ______________________________
Time : ______________________________________

2. Do you have any Old Washing Machine in your home before


purchase new Washing Machine : (i) Yes ( ) (ii) No ( )
If yes, then reason for purchasing new one, please tick
(i) Old Washing Machine out of function/problematic ( )
(ii) Better & Modern Washing Machine available ( )
(iii) Storage Capacity of old Washing Machine is not sufficient

Q.3. You have old Washing Machine, is it semiautomatic, automatic


or
simple Washing Machine?
(*Please Tick)
(i) Semiautomatic ( ) (ii) Automatic ( )
(iii) Simple Washing Machine ( )
Q.4. On what basis you purchase that specific brand of Washing
Machine (please rank)
(i) Superior Quality/Technology ( )
(ii) Price/Value for Money ( )
(iii) Durability ( )
(iv) Brand Image ( )

(v) Financial ( )
(vi) Celebrity Endorsement ( )
(vii) Recommended by others ( )

Q.5. From where did you know about your brand of Washing
Machine?(Please Tick)
(i) Print Media ( )
(ii) Broadcasting Media ( )
(iii) Hoarding/Glowing Sign Board ( )
(iv) Word-of-Mouth ( )

Q.6. How many people of your family do involve in purchasing


decision making : (i) Husband (Individual) ( )
(ii) Wife (Individual) ( )
(iii) Husband & Wife (Both) ( )
(iv) Entire Family ( )

Q.7. How much are you satisfied with your current purchase?
(i) Fully ( ) (ii) Party ( )
(iii) Not Satisfied ( )

Q.8. How do you view celebrity endorsement in case of Washing

Machine?
(i) Strongly Agree ( ) (ii) Agree ( )
(iii) Neutral ( ) (iv) Disagree ( )
(v) Strongly Disagree ( )

Q.9. When did you purchase/would like to purchase Washing


Machine?
(i) When promotional schemes are open
(ii) irresponse of promonational schemes

Q.10.What is your opinion regarding about After Sales Service of


Washing Machine?
(i) Stongly Agree ( ) (ii) Agree ( )
(iii) Neutral ( ) (iv) Disagree ( )
(v) Strongly Disagree ( )

Q.11.If someone in your reference group and wants to purchase a


new washing machine, would you suggest your companys
brands?
(i) Yes ( ) (ii) No ( )
If No, then why : ________________________________

BIBLIOGRAPHY
KOTHARI C.R. Research Methodology : WISHWA
PRAKASHAN (1st Edition)

KOLTER PHILIP, Marketing Management : Analysis,


Planning & Control Prentice Hall (8th Edition)

T.N. CHHABRA MARKETING MANAGEMENT


December 2003 published by DHANPAT RAI &
COMPANY

Buyer Behaviour of Home Appliances June, 2004

Indian Journal of Marketing by Dr. G. Sudarsna Reddy


& Rajarashmi

Consumer Behaviour & Marketing June, 2004 Indian


Journal of Marketing by Swasti Soni

Das könnte Ihnen auch gefallen