MARKET RESEARCH ON UPCOMING DEMAND FOR REFRIGERATOR

1. LITERATURE REVIEW: 2. INTRODUCTION OF RESEARCH: A chilled glass of water, a large mug of beer, a tall glass of refreshing laaemonade, a nice bowl of cold salad and a big helping of a frozen dessert. Summer dreams are made of these. But ever imagined what would happen to those dreams if not for a big, vertical, rectangular box called the refrigerator? History Before the invention of the refrigerator, ice houses were used to provide cool storage for most of the year. At the start of the 20th Century ice boxes were used to store the food products. The first refrigerator to see widespread use was the General Electric "Monitor-Top" refrigerator introduced in 1927 . Gradually with the development of technology different types of refrigerators are manufactured and today it is one of the most common household. Refrigerator industry has become highly competitive as a number of brands have entered the market and the consumer has a wide choice. Refrigerators have been manufactured in India since 1950s. Till the 1980s, players like Godrej, Kelvinator, Allwyn and Voltas controlled almost 90% of the marke. . Present Scenario In India, refrigerators have the 2nd highest aspirational value of all consumer durables, with the exception of televisions. This accounts for the high growth rate of the refrigerator market. Refrigerators are presently being manufactured in two basic designs which are referred to as Direct Cool (DC) and Frost Free (FF) refrigerator. The direct cool segment continues to dominate Indian refrigerator market compared to more expensive frost-free models. The growth in this segment though marginal, has been driven by factors like availability of low priced models as due to competitive pricing and a growing middle class 3. OBJECTIVE OF RESEAARCH: The objectives for our research on refrigerator are as follows: To know about the current market demand of Refrigerator. To know the peoples preferences while choosing Refrigerator. Basic needs and requirement of people in Refrigerator. What are companies who are doing well in the industry of Refrigerator?

 What are the factors that influence the customer in order to purchase the Refrigerator? Analysis of current competition in the market of Refrigerator. Additional features that customer wants in upcoming Refrigerator 4. METHADOLOGY: The research which we are conducting is of South Kolkata. Location : Amtala,khariberia,Behala Population:Households,Refrigerators showroom Sample size: 20 Data collection method: Questionnaire, Depth Interview Data collection & Analysis: Qualitative, Quantitative

5. COMPANY PROFILE: Market players taken for the analysis are: LG Electronics, Whirlpool India and Samsung India ltd. I. LG ELECTRONICS INDIA PVT LTD Established in 1997, LG electronics India Pvt. Ltd operates in India through a wholly owned subsidiary LG electronics, South Korea. LG set up a state-of-the art manufacturing facility at Greater Noida. This facility manufactured Color Televisions, Washing Machines, Air-Conditioners and Microwave Ovens. During the year 2001, LG also commenced the home production for its eco-friendly Refrigerators and established its assembly line for its PC Monitors at its Greater Noida manufacturing unit. Besides all this, LG India is one of the very few companies in the country that has an internal Energy, Environment, Safety and Health Department. Its vision was to become a ' Health Partner ' for its consumers worldwide. LG REFRIGERATORS Special feature to preserve nutrition with green ion door cooling refrigerators. LG refrigerators have been rated 5 star by Bureau of Energy Efficiency (BEE). TYPES OF PRODUCTS SEGMENTS IN REFRIGERATOR ARE:F FREE REFRIGERATORS,DIRECT COOL REFRIGERATORS,SIDE BY SIDE DOOR REFRIGERATORS,TV-DIOS REFRIGERATORS. THREATS to the company Despite the fact that refrigerators have immense utility to housewives and provide a solution to avoid food wastage, the penetration level is still below 20% and its market is growing at a very small pace. This may be because: People in small towns and rural areas do not consider it as a necessary product and are unaware of its utility value. II. WHIRLPOOL INDIA LTD:

It was founded by Louis Upton in 1911.in 1987 Whirlpool tied-up with Sundaram Clayton Ltd. of India to form TVS Whirlpool Ltd. In 1995 Whirlpool Corp. acquired majority of stake in the TVS Whirlpool Ltd.In 1996 Whirlpool Washing Machines Ltd. and Kelvinator India Ltd. merged together to form Whirlpool of India Ltd . In.2006 Whirlpool Corporation acquires Maytag and become the Worlds largest white goods company. 45. Whirlpool is transforming into a completely customer-centered company where the customer lies in the core of every of our functions . The transformation is made up of five elements : Market leadership through customer loyalty Innovation Diversity with inclusion and core competencies Passion for customer excellence Operational excellence Whirlpool has swiftly moved from being a World Class Manufacturer to a World Class Marketer using the brand-building framework. Market share and growth rate : Currently Whirlpool commands 25% of the domestic refrigerator industry and trying to achieve 27% by this year. Targeting and positioning : Whirlpool is targeting the women of every Indian families and accordingly it has successfully positioned itself as the best homemaker in the world. The positioning statement is You and whirlpool the worlds best home maker The USP for the frost free segment is its 6 th sense cooling system which automatically adjusts the level of cooling . Whirlpool refrigerator Fusion is available in two models which is designed to operate even with an irregular power supply, which is a common problem in many Indian cities . Whirlpool has introduced new Delight frost-free refrigerators in eight models in 230-L, 260-L and 300-L capacities. A unique feature is LED lighting, a white light that is evenly distributed and optimally positioned to enable the contents of the refrigerator to be clearly visible even when it is fully loaded. PROMOTION and ADVERTISING Promotional and advertising strategies : Whirlpool spends six to seven times less in promotion and advertising than the competitors like LG . They have been spending the money smartly. Instead of giving ads every day, they are skewing their ads towards weekends when the customers go to shops and make enquiries. Their ads are frequently coming on days such as Dussehra, Karva Chowth, Dhanteras, etc III. SAMSUNG INDIA LTD Samsung India is the hub for Samsungs South West Asia Regional operations. R Samsung India has a network of 20 Branch Offices and 40 Area Sales Offices located all over the country .With a total brand value estimated to be US$10.8billion, Samsung now ranks 25th in BusinessWeek's Top 100 Global Brands Samsung India commenced operations in India in December 1995, today enjoys a sales turnover of over US$ 1Billion in just over a decade of operations in the country. (2007-08) Samsung has launched nine new refrigerator models, both frost-free and direct-cool. Samsung, which is the market leader in the over-350 litre frost-

free refrigerator segment, is seeking to consolidate its position by launching three new, advanced, feature-rich models in 375 litres, 400 litres and 704 litres in the Indian market. The company currently has a range of 42 frost-free models priced between Rs13,000 and Rs 1.5 lakh. In the direct cool refrigerator segment, the company has extended the category by introducing two new models of 180 litres and 195 litres. . PRODUCTS Mobile Phones GSM CDMA TV, Video & Audio TV DVD CAMCODER Audio Home Theater MP3 Information Technology Products Monitors Hard Disk Drive Optical Disk Drive Laser Printers Fax Home Appliances Washing Machine Refrigerator Microwave Oven Air Conditioner Technology and Innovations Twin Cooling S ystem - uses two independent evaporators that provide optimum level of cooling to the refrigeration compartment and the freezer. The i-Cool nd on the right and left sides of the refrigerator interior, resulting in all round cooling action. Silver Fresh Technology- The Silver ions inside the refrigerator, achieve 99.9% removal of bacteria and create the perfect environment to keep food super fresh. Direct Cool Frost Free Side By Side Direct Cool Target : Middle Class No. of models : 6. Available both in 180/200 ltrs. capacity. Price Low price due to high competition Rs.8,700 to Rs.10,900 Category Frost Free (Less Than 350 L) Frost Free (Greater Than 350 L) Frost Free (Bottom Freezer ) No. of Models 6 6 3 Price Rs.13,000-Rs.22,000 Rs.29,000-Rs.56,000 Rs.38,000 & Rs.56,000 Side By Side Target: Premium Product Targeted at Niche Market. No. of Models: 13 Capacity: 545 Ltrs to 880 Ltrs Price: Rs. 56,000 Rs. 1,41,000 RETAINING CUSTOMERS Samsung considers 'After Sales Service' as a key differentiator for Samsung products. In order to deliver prompt and easily accessible service, Samsung India has set up a widespread network of company owned as well as Authorized Service Centers to service its customers. The Samsung Service Plazas, as the Company owned Service Centers are called, are a first in the industry. .

6. RESEARCH AREA: 7. ANALYSIS: 8. RECOMENDATION: