A STUDY ON JOB SATISFACTION OF EMPLOYEES IN VIVEKS, CHENNAI,

CHENNAI
Project submitted to
THE DEPARTMENT OF BUSINESS ADMINISTRATION
MAR GREGORIOS COLLEGE
CHENNAI-600037

A Dissertation Submitted in Partial Fulfillment of Requirement For The

Degree of Bachelor in Business Administration.
Submitted by
Santhosh (NK22727)
************* (NK22732)
************** (NK22738)

Under the guidance of

Mr.K.Gurumoorthy,MBA Assistant Professor
DEPARTMENT OF BUSINESS ADMINISTRATION
MAR GREGORIOS COLLEGE
CHENNAI -37
MARCH 2015

CERTIFICATE

This dissertation, A STUDY ON JOB SATISFACTION OF EMPLOYEES IN VIVEKS,

CHENNAI is a record of bonafide research work done by the students during the period of
their internship at Viveks from 2nd January to 31st January, 2015. This dissertation has not
been previously formed for the award of any degree, associate ship, fellowship or similar title
and it represents independent work on the part of the students.

BONAFIDE CERTTIFICATE

This is to certify that the group project titled, A STUDY ON JOB SATISFACTION OF
EMPLOYEES IN VIVEKS, CHENNAI is done by EBENEZER PAUL.I NK22727,
MOHAMMED FAARIZ.T NK22732 and SUDHARSAN.M NK22738, III BBA, Mar
Gregorios Arts and Science College, Mogappair, Chennai, in the year 2014 2015 for the
completion of Bachelors Degree in Business Administration.

Project Guide

Head of Department

Date: ________________

Principal

VIVA VOCE EXAMINATION

The Viva Voce examination of this project titled, A STUDY ON JOB SATISFACTION
OF EMPLOYEES IN VIVEKS, CHENNAI submitted by EBENEZER PAUL.I
NK22727, MOHAMMED FAARIZ.T NK22732 and SUDHARSAN.M NK22738,
University of Madras held on _____________

Internal Examiner

External Examiner

DECLARATION

We hereby declare that the project work A STUDY ON JOB SATISFACTION OF

EMPLOYEES IN VIVEKS, CHENNAI is a Bonafied record of work done by us in partial
fulfillment for the degree of Bachelor of Business Administration. Under the guidance of
Mr.N.S. Vijay Ganesh, HOD Department of BBA, Mar Gregorios College, Chennai-600037,
and the same has not been submitted elsewhere for the award of any degree.

Date:

Names:

Signatures

ACKNOWLEDGEMENT
First of all we would like to thank the almighty God for giving the Knowledge and strength in
completing this project. We would like to express our heartfelt gratitude to the management
of Mar Gregorios College for having admitted me in the course. We would like to thank our
beloved principal Dr.P.PRAKASAM and our Secretary Fr. SABU VARGHEESE
MARUTHOOR who have been a source of inspiration. It takes immense pleasure for us in
thanking Mr.N.S.VIJAYAGANESH our Head of the Department for his continuous
motivation in our Internship and Project Work.
We thank our Research Supervisor Mr.D.KALAIARASAN Assistant Professor of BBA
Department who has given valuable guidance for successful completion of the work.
We would also like to thank the Manager of VIVEKS PRIVATE LIMITED
Mr.J.ARTHIMANGALAM for providing us valuable information about the company in
preparation of this project report.
I thank all our department faculty members for their invaluable support for bring the matter
into the light
We are thankful for parents, friends and computer operators who have rendered constant
support whenever needed to complete this project work.

CONTENT

PARTICULARS:

CHAPTER I . INTRODUCTION
CHAPTER II REVIEW OF LITERATURE
CHAPTER III ..RESEARCH METHODOLOGY
CHAPTER IV . DATA ANALYSIS
CHAPTER V . FINDINGS AND SUGGESTIONS

LIST OF CONTENTS
S.NO.

CHAPTERS
Introduction about topic

Company profile
Industrial profile

Literature review
2

Need of study
Scope of study
Research methodology
Research method type
Data type
Data collection method

Sampling design
Sampling method
Number of sampling size
Data analysis tools

DATA ANALYSIS
4

Percentage analysis method

Weighted average method

Findings, Limitations & Conclusions

PAGE NO.

LIST OF TABLES

TABLE NO

TITLE

Gender Of Respondents

PAGE.NO

39

Age Of Respondents

40

Marital Status Of Respondents

41

Occupation Of Respondents

42

5
6
7
8
9
10
11

Monthly Income Of Respondents

Respondents understand for product features the demo session
Respondents understand for VIVEKS billing detail
Respondents understand for EMI services of VIVEKS
Respondents understand for VIVEKS delivery service
Respondents response for highly satisfied
Respondents response for retail shops providing better services

List of Charts

43
44
45
46
47
48 to 49
50

Chart No

Chart Name

Page No

Service at receptions

53

Demo services

54

Billing services

55

Product replacement services

56

Financial services

57

Product delivery services

58

Installation services

59

After sales services

60

CHAPTER 1

INTRODUCTION

INTRODUCTION

The topic of research here is consumer preference towards purchase of refrigerator on the
basis of price, brand name, type of refrigerator and colour. So the product is to study the
preference of the consumers.
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.
The traditional view point has been to decline consumer strictly in terms of economic goods
and services. This position hold the consumers are potential purchases of product and
services offered for sale.
Generally purchase television for entertainment later consumers purchase refrigerator to
home. The second order of buying a household appliance is refrigerator. Refrigerator is a
value item with technical content. There are more number of manufactures are promoting the
refrigerators products to market.
Today buyers purchasing refrigerators based on the size, colour, quality, price, brand image,
deign, model of the brand available. Therefore manufacturers are promoting using different
strategies to build brand image and goodwill. The length of the product life cycle is short in
household appliances like television, refrigerator, washing machine etc due to technology.
The improve of technology increase the expectations of the customers and more number of
alternatives in the market. The dealers loyalty plays a major role to selling refrigerators
products and added value to the products.
Most of the manufactures are diversified their products to meet the all classes of the
customers. People are smarter spending financially towards household appliances and more
demanding for fewer prices. People found more uses to purchase refrigerator products begin
with preserving food items, vegetables and other things. Nowadays refrigerators are available
for different purposes and preserve different things. The usage of refrigerator varies from
domestic usage and business.

Hence refrigerators are necessary for all sectors of users but buying behaviour of consumers
differs from place to place and people to people. This study helps to ascertain the factors
influencing the buying behaviour of a consumer. Some of the factors which are taken into

consideration are brand name, delivery, size, and price, and colour, utility and sales service.
These factors are taken because each of them are combined with others influences the buying
decision of the consumer.
Consumer behaviour
It may be defined as the decision process and the physical activities individuals engage in
when evaluating, acquiring using or disposing of goods and services.
The consumer behaviour research goes far beyond the fact of consumer preferences and
encompasses all of the behaviours that consumer display in searching for purchasing, using,
evaluating and disposing of product and services that they expect to satisfy their need.
One official definition of consumer behaviour is the study of individuals, groups or
organisations and the processes they used to select, secure,use and dispose of products,
services, experience, or ideas to satisfy need and the impact that this processes have on the
consumer and the society.
CONSUMER PREFERENCES
The underlying foundation of demand, therefore, is a model of how consumers behave. The
individual consumer has a set of preferences and values whose determination are outside the
realm of economics. They are no doubt dependent upon culture, education, and individual
tastes, among a plethora of other factors.
The measure of these values in this model for a particular good is in terms of the real
opportunity cost to the consumer who purchases and consumes the good. If an individual
purchases a particular good, then the opportunity cost of that purchase is the forgone goods
the consumer could have bought instead. We develop a model in which we map or
graphically derive consumer preferences. These are measured in terms of the level of
satisfaction the consumer obtains from consuming various combinations or bundles of good

The consumers objective is to choose the bundle of goods which provides the greatest level
of satisfaction as they the consumer define it. But consumers are very much constrained in

their choices. These constraints are defined by the consumers income, and the prices the
consumer pays for the goods. We will formally present the model of consumer choice. As we
go along, we will establish a vocabulary in order to explain the model. Development of the
model will be in three stages. After a formal statement of the consumers objectives, we will
map the consumers preferences. Secondly, we present the consumers budget constraint; and
lastly, combine the two in order to examine the consumers choices of goods.

COMPANY PROFILE

About Viveks

Vivek Limited is a professionally managed public Limited company carrying three retail
brands viveks, Jainsons, adding to the formidable strength of 1000 employees. Vivek Ltd is
one of the most leading and respected consumer electronics and home appliances retail chain
in India.
Vivek popularized several brands by creating visibility and has the distinction of being a
market leader and trendsetter with continuous support from the principal companies. Reliable
services are ensured through cordial customer relationships. CII and Mickinsey raved about
the Viveks brand as more trusted than the brands it sells.
The story of Viveks
B.A Lakshmi Narayana Setty influenced by the ideals of Swami Vivekananda set up a small
shop of 200Sq.ft., at Mylapore Chennai, with an investment of only Rs.10,000 ( USD 230) to
sell electrical fitting and folding chairs. Added slowly radios, fans, mixers, irons, heaters and
other household equipments. He named his business Viveks & Co inspired by his Guru
Swami Vivekananda. B.A Kodandaraman took over his reins of Viveks after the demise of his
brother B.A Lakshmi Narayana Shetty and increased the turnover of Rs. 1.65 lakhs ( USD
3,840) in the first year to a stunning figure of 28 cores (643680) by 1980.
During the initial stages the consumer durable electronics were consolidated luxury to make
them reach the mass middle class families. Viveks started an in-house easy monthly
installments scheme. This also helped the company to increase its business and gain new
customers.
Our History
Founders Vision

The Founder had a vision, of

Offering the best products to people on the most affordable terms;

Rendering uncompromising customer care

Offering employment to the deserving and the needy

Serving the larger interests of the Society in ways dear to him

The Concept of more

With the opening of two new showrooms at Purusaiwalkam (1968) and T. Nagar (1980),
Vivek and Co broke new ground by being the first to the widest range of consumer durables
under one roof.
Viveks had spent several years laying the foundation for an explosive growth. Its mission was
to be Indias first truly world class, consumer durable retailing chain. It aimed to achieve this
through.

Geographical expansion,

Upgrading operational standards,

Widening its product range,

Offering easy finance solutions and

Quality advertising, publicity and promotional efforts, creating consumer

awareness in the process.

Its strategy was to offer customers more of everything, viz.

More space,

More products,

More brands and models,

More service,

More attractive promotions.

Thus, was born the concept of Viveks The unlimited Shop.
While the first 30 years saw the setting up only 3 showrooms, the subsequent 4 years saw
spurt of growth an addition of 50 more showrooms through the expansions and
acquisitions.
By these strategic initiative for rapid expansion, by incorporating Viveks Ltd in 1994,
established its dominance in the two states on Tamil Nadu and Karnataka with 51 showrooms
covering a retail space over1, 75,000 sq.ft and boasting of a group turnover of Rs. 400
Crores!!
The future plans envisage setting up of 50 more showrooms in south India.

Our Management Team

Such a meteoric growth has been made possible by the dedicated efforts of the Three Setty
brothers, who always ensured that Viveks was ahead of its time by creating and establishing
competitive, advantages introducing systems to enhance operational effectiveness, changing
with times, without in anyway diluting their CORE BELIEFES of

Offering the best products to the people on the most affordable terms

Passion for the very best products and service, and

Commitment to Quality.
Board of Directors
B.A. Kodandaraman
Chairman & Managing Director
B. A. Chandrashekar
Director
B.A. Srinivasa
Director

Group Companies
Viveks Lockers
Viveks group addressed the ever growing need of customers by launching vivek Safe
Deposit Lockers Ltd in Mylapore, Chennai in the year 1993, known as Viveks Lockers.
A high safety vault room, in spacious environment houses more than 800 lockers and
provides safe storages facility. The Lockers are certainly situated in the city of Chennai for
customer convenience,
The board of directors of Viveks Lockers consists of renowned professionals varied
schemes were introduced to suit customer requirements. Viveks Lockers opened a second
branch in Nanganallur, Chennai in 2002.
Vivek Agencies
Viveks with a novel approach to retail business, ventured into a new area in the distribution
channel. Viveks group realized the importance of an integrated approach to retailing well
ahead of time and set up a distribution firm Vivek Agencies in 1976. Starting with the
distribution of Sumeet Mixers, the company has added a whole range of products to its
distribution basket.

Awards and Recognitions

Awards and Recognitions are an integral part of Viveks history as it is more trusted than
the brand it sells!!
The latest, of national and global importance are..

Platinum Award from Panasonic (Ideas for Life) for 2008-2009.

Usha Fans Star Performer Modern Retail 2007 -2008.

Canon Best Performing Partner.

Excellence Award from Sowbaghya our channel partner 2007-2008.

Highest performance award ( chain stores )from voltas 2007.

Best Performance award from Sony 2007.

Star award from Godrej 2006-2007.

Out standing contribution from TaTa sky 2006-2007.

Best dealer award( all categories sales) from Sony 2006.

Images Retail Awards, the first of its kind in India, held in New Delhi during
September 2004 saw Vivek bagging the Retailer of the year Award in the Consumer
Electronics section.

Vivek also figures in the first ever listing of the top five hundred retailers in the
ASIA PACIFIC REGION across all segments of retailing. Needless to add no other
retailer of consumer durables in India found a mention in that list!

INDUSTRY PROFILE

Indian Consumer Durables Industry

CONSUMER DURABLES
White Goods

Kitchen Applicances/Brown Consumer Electronics

Goods

Refrigerators

Mixers

Mobile Phones

Washing Machines

Grinders

Televisions

Air-conditioners

Microwave Ovens

MP3 Players

Speakers and Audio

Iron

DVD Players

Electric Fans

VCD Players

Equipments

Cooking Range
Chimneys

The Consumer Durables industry consists of durable goods and appliances for domestic use
such as televisions, refrigerators, air conditioners and washing machines. Instruments such as
mobile phones and kitchen appliances like microwave ovens are also included in this
category. The sector has been witnessing significant growth in recent years, helped by several
drivers such as the emerging retail boom, real estate and housing demand, greater disposable
income and an overall increase in the level of affluence of a significant section of the
population. The industry is represented by major international and local players such as BPL,
Videocon, Voltas, Blue Star, MIRC Electronics, Titan, Whirlpool, etc.
The consumer durables industry can be broadly classified into two segments: Consumer
Electronics and Consumer Appliances. Consumer Appliances can be further categorised into
Brown Goods and White Goods. The key product lines under each segment are as follows.

Industry Size, Growth, Trends

The consumer durables market in India was estimated to be around US$ 4.5 billion in 200607. More than 7 million units of consumer durable appliances have been sold in the year
2006-07 with colour televisions (CTV) forming the bulk of the sales with 30 per cent share of
volumes. CTV, refrigerators and Air-conditioners together constitute more than 60 per cent of
the sales in terms of the number of units sold.

Key Consumer Durables - Share by Volume

Colour Television

30%

sets (CTVs)
Refrigerators

18%

Air-conditioner

13%

Washing Machines

5%

Others

34%

In the refrigerators market, the frost-free category has grown by 8.3 per cent while direct cool
segment has grown by 9 per cent. Companies like LG, Whirlpool and Samsung have
registered double-digit growth in the direct cool refrigerator market.
In the case of washing machines, the semi-automatic category with a higher base and fullyautomatic categories have grown by 4 per cent to 526,000 units and by 8 per cent to 229,000
units, respectively.
In the air-conditioners segment, the sales of window ACs have grown by 32 per cent and that
of split ACs by 97 per cent. Since the penetration in the urban areas for these products is
already quite high, the markets for both CTVs and refrigerators are shifting to the semi-urban
and rural areas. The growth across product categories in different segments is assessed in the
following sections.

Consumer Electronics
The CTV production was 15.10 million units in 2006-07 and is expected to grow by at least
25 per cent. At the disaggregated level, conventional CTV volumes have been falling while
flat TVs have grown strongly. Market sources indicate that most CTV majors have phased out
conventional TVs and have been instead focusing more on flat TVs. The flat segment of
CTVs now account for over 60 per cent of the total domestic TV production and is likely to
be around 65 per cent in 2007-08.
High-end products such as liquid crystal display (LCD) and plasma display CTV grew by 400
per cent and 150 per cent respectively in 200607 following a sharp decline in prices of these
products and this trend is expected to continue.
The audio/video player market has seen significant growth rates in the domestic market as
prices have dropped. This trend is expected to continue through 2007- 08, as competition is
likely to intensify to scale and capture the mass market.
Mobile Phones The New Opportunity
Mobile phone production in India is expected to grow at a Compound Annual Growth Rate
(CAGR) of 28.3 per cent from 31 million units in 2006 to 107 million units in 2011.
Production of mobile phones is expected to be a US$ 13.6 billion industry by 2011. The
current US$ 4.9 billion industry revenue is growing at a CAGR of 26.6 per cent. The growth
of mobile telephony market is highest in India with 6 to 7 million subscribers being added on
a monthly basis compared to the US, which adds 2 million subscribers and China, which adds
about 5 million subscribers. India is also emerging as a global base for handsets as key global
players. India produced nearly 31 million mobile phones in 2006 worth about US$ 5 billion.
This segment made the largest contribution to overall electronics production revenue and the
total available market for semiconductors. For 2007, it is projected that the handset
production will increase by 68 per cent in volume to about 51 million units and 65 per cent in
value terms. Starting on an already strong base, over six million users are being added every
month and are building a large local market for mobile manufacturers.

Low mobile penetration and favourable government policies are driving global mobile phone
manufacturers to set up manufacturing facilities in India. Nokia started its manufacturing unit
in Chennai in January 2006 and produced about 25 million handsets in the first year of its
operation. India has now become the second largest market for Nokia phones in the world.
Nokia is also exporting mobiles from its Indian facilities to Sri Lanka. Motorola and
Electronics Manufacturing Service vendors (EMS) like Foxconn and Flextronics have also
set up plants in India
According to a study by Gartner, though the worlds top five handset makers will retain a
major share of production volume, local manufacturers can be expected to capture up to a
fifth of Indias overall mobile phone production volume by the end of 2011. Growing demand
for low-cost mobile phones and the need for EMS vendors to reduce their revenue exposure
to Nokia, Motorola and Sony Ericsson, for whom they are now manufacturing in India, are
the key factors expected to contribute to this trend. Most of the components are imported
today. Development of local component manufacturing industry will be essential for
continuous growth of total handset manufacturing. Given the price-sensitivity of the Indian
consumer, access to lowcost, feature-rich and local-specific chip designs, as well as a strong
distribution network, remain key considerations in this market. Key stakeholders in the
mobile phone industry value chain provide these, and local manufacturers could be expected
to look to form alliances and partnerships.
White Goods
Increased consumer demand is expected to boost the white goods segment to achieve
production levels of US$ 5.09 billion by the end of 2007-08 against US$ 4.54 billion in 200607, with a growth rate of 12.5 per cent.
Air-Conditioners
Growth in the white goods segment was largely driven by the Air-conditioner (AC) segment.
Within this, split ACs have been the main growth drivers, recording a growth of over 90 per
cent in 2006. Growth, albeit at a slower rate

, 2006dia, 2006Market share (Segmentation), share (Segmentation)

GDGHDGHHDGHDDDDDDDDDDDDDDDDDndia6Market share
(Segmentation),ACs India, 2NN006
Pvt Sector
Domestic
Corporate
Public Sector
Government
Hospitals

25%
20%

Market
Share

20%
15%
15%
5%
(segmentation), ACs India, 2006

of 32 per cent, has also been experienced in the segment of window ACs. The window AC
segment is slightly less organised as compared to split AC segment. The market for airconditioners is divided quite uniformly across customer segments, with about 45 per cent
share for private sector corporates, 20 per cent for domestic use, 15 per cent each for public
sector companies and government use and 5 per cent for hospitals.
Washing Machines The sales of washing machines has grown from about 780,000 units to
1,948,000 units during the period, fiscal year 1999 to 2007, registering a near 12.2 per cent
annual growth rate.
The washing machine market may be segmented into semi-automatic and fully automatic
machines. Semiautomatic washing machines enjoy a dominant share of 85 per cent. Fully
automatic washing machines have been gaining share as a consequence of product
improvement, competitive pricing and resultant convenience. However, semi-automatic
machines will continue to play a major role in the Indian market for quite sometime. Fully
automatic washing machines have been the growing at 44.5 per cent and semi-automatic
segment, at about 18 per cent The entry of MNCs has widened the range to more than 10
brands with a proliferation of models, while ensuring technology upgradation. A visible
impact of this churn has been the exit of a few established players from the market.
Refrigerators
Refrigerators are one of the most sought after appliances in Indian middle class homes. The
refrigerator market has two segments: Direct Cool and the relatively new Frost-Free type.

The market for refrigerators in 2006-07 was about 6.5 million units. The growth of
refrigerator segment is projected to be between 18 to 22 per cent over the next 5 years.
A critical success factor for the refrigerator market, given its widespread use, is deeper reach
into the market and increased penetration. Recently, the market is getting reinforced by the
replacement segment as well.
Vacuum Cleaners
Vacuum Cleaners are an emerging segment in the Indian market, still at a nascent stage. The
drivers for demand have been the improvement in life style and higher aspirations of urban
middle class and the top income brackets. While the market has been growing, this segment is
not expected to reach significant volumes soon.Part of this could be attributed to the lifestyle
compatibility of Indian customers with the product. In the large majority of Indian houses, for
instance, floors are not carpeted and the product will have to meet dual requirements of
sweeping and mopping. Another impediment to the adoption of vacuum cleaners has been the
availability of cheap domestic help in most cities.
Domestic Electrical Appliances
Brown goods or domestic kitchen appliances are indicators of the changing consumer
scenario in post-liberalisation economic environment. The major products constituting the
brown goods market are mixers, grinders, irons, microwave-ovens, rice cookers, water
heaters or geysers, electric fans and exhausts.
The branded brown goods market has expanded at a significant pace and is expected to retain
the momentum into the future as well. The market has been transformed by the entry of over
a dozen new brands, moreover competition has intensified. While focus on price competency
remains a key priority, players have also started focusing on other product features such as
safety and total cost of ownership of the device. Goods, like the rice cooker have been
continuously growing in a slow and steady manner over a significant period of time, while
microwave ovens have grown exponentially after the initial period of customisation to local
requirements.

The electrical iron market can be divided into two segments: heavy and light-weight. The
market is also segmented into two sub-segments: steam and non-steam irons.
India being a tropical country, electric fans are an essential utility for more than six months of
the year in most parts of the country. The present market size is estimated at around 11.6
million pieces. The market is divided among ceiling, pedestal, wall and table fans. Industrial
and exhaust fans are another important segment. The major players include Orient Fan,
Crompton Greaves, Jay Engineering, Bajaj Electricals, Polar, Khaitan and Alsthom.
The electrical appliances industry, which had been focused on the urban market, is now
reaching out to semi-urban and rural markets as well, because of the shift in living style of the
population, increasing electrification of villages and relatively higher purchasing power of
consumers. As the market penetrates into the core middle class segment in both urban and
rural areas, it is expected to expand phenomenally, offering large volumes to the industry.
Trends Favoring the Growth of the Consumer Durables Industry
The key trends that impact the Indian Consumer Durables Industry today are reflected in the
diagram and discussed separately in the following sections.
Increasing Share of Organised Retail The urban and rural markets in India are growing at an
annual rate of 7 to 10 per cent and 25 per cent respectively. One of the key enablers of this
growth has been the increasing penetration of organised retail. While there are established
distribution networks in both rural and urban India, the presence of well-known brands and
organised sector is increasing.
At present around 96 per cent of the more than 5 million retail premises of all types in India
are smaller than 50 sq mtrs. This situation is, however, transforming. Shopping malls are
becoming increasingly common in Indian cities, and based on plans announced by key
developers, a proliferation of new malls is expected over the next three years. Although many
of the new malls would be much smaller than their western counterparts, Indian consumers
will have a far larger number of attractive, comfortable, brand-conscious outlets in which to
shop. As a result, the organised retail industry is expected to cover a market share of 15 to 18
per cent by the end of 2010, from just 3 per cent at present.

This will have a positive impact on the consumer durables industry, as organised retailing
would not only streamline the supply chain, but also facilitate increased demand, especially
for high-end and branded products.
Narrowed Price Gap and Increased Affordability of Products
Advanced technology and increasing competition is narrowing the price gap between
products in this sector, which has driven demand and enabled high growth. Products that
were once beyond the reach of the middle class Indian are now affordable to many. Growth in
demand for products, once considered luxuries, such as air-conditioners, washing machines
and high end CTVs, is a reflection of this phenomenon.
Entry of Large Players Increasing Competition
With potential heavyweight retail stores like Croma, E Zone and Reliance Digital, the highend segment has been exposed to a new form of purchase, allowing the consumer to
feel/experience the product in a suitable ambience (significant in decision-making). Part of
the growth momentum in high-end segments of consumer electronics could be attributed to
the competitive evolution of organised retail, stimulating the demand through exposure to
high end shopping experiences.
Rupee Appreciation Raw material cost constitutes more than 75 per cent of expenditure
incurred by consumer durable manufacturers in India. The rapid appreciation of rupee vis-vis the US dollar in 2007 is expected to ease raw materials costs for Indian manufacturers and
benefit those addressing the domestic market.
Income Growth and Structural Changes Apart from steady growth in income of consumers,
consumer financing has become a major driver in the consumer durables industry. In the case
of more expensive consumer goods, such as refrigerators, washing machines, colour
televisions and personal computers, retailers are marketing their goods more aggressively by
providing easy financing options to the consumers by partnering with banks.
While this is aimed at the lower and middle income groups, the higher income groups are
also being attracted by opportunity.Critical Success Factors for Manufacturers in the Sector
All key segments of the Indian consumer durables industry are growing and the industry

offers an attractive investment option. Success would require players to address a few key
factors, based on the industry drivers and trends.
Distribution and Service Network
As the market spreads out from saturated urban regions to low penetration rural areas and tier
II/III towns, distribution network and brand recognition will continue to play ever more
significant roles in determining market share and profitability. The market for consumer
durables is moving towards a stage where it could soon be defined as broad as it can be
reached. The central government plans of making electricity available for all by 2012, will
also open up immense opportunities for the consumer durables segment.
Product Technology
While the market is continuously expanding, there are several concerns that will have to be
addressed while moving the focus towards tier III towns and rural areas. Total cost of
ownership would be a key factor that would drive purchase in these regions. From an
organised industrys perspective, success would be determined by superiority of product
technology, which could provide added benefits to the customer, for example; low power
consumption, low service requirement and low cost of operation.
Innovation in Advertising and Promotions
Increasing competition and technology adoption has led to a situation where the basic
function of most of the consumer durable goods has been largely commoditised. This has
created a situation where identifying a unique differentiating factor and promoting it
effectively has become imperative. The advertising and promotions spends in the industry
have been growing steadily.
Significant focus has been laid on mapping key concerns, that could act as demand drivers
and proactive marketing campaigns aimed at addressing specific concerns of prospective
customers. For instance, instead of focusing on the basic space conditioning attribute, LGs
AC marketing campaigns focus on health benefits resulting from their superior air filtering
technology, thus striking a chord with urban consumers for whom safety from pollution and
dust is perhaps as significant a need as air-conditioning.

Consumer financing has become a major engine of growth in the consumer-durables industry.
In the case of more expensive consumer goods, such as refrigerators, washing machines,
colour televisions and personal computers, retailers are joining forces with banks and finance
companies to market their goods more aggressively. Among department stores, other factors
that will support rising sales include a strong emphasis on retail technology, loyalty schemes,
private labels and the sub-letting of floor space in larger stores to smaller retailers selling a
variety of products and services, such as musical recordings and coffee.Attractive locations
Since raw materials account for more than 75 per cent of the manufacturing cost of consumer
durables and with a significant part of it being imported, Maharashtras, Gujarats and Tamil
Nadus proximity to ports, high demand for durable goods and factor consolidation in
manufacturing sector make them amongst the more considered destinations for investment in
manufacturing.
Opportunities for Investing in Consumer Durables Industry
The rapid growth in the consumer durables industry offers several attractive investment
options. Based on the industry size, growth trends and key drivers, the following segments
can be outlined for their sustained growth:
High End CTV
Mobile Phones
Distribution & Retail
Some key Observations of Pertinence to Investors
Branded products sell in unorganised retail as well
Brands account for 10 per cent of the total consumer goods market in India, while organised
retailing is around 2 per cent of the total industry. Though branded products are perceived to
be costlier than non-branded products, the penetration of branded products is increasing. Th
relative shares of branded products and organised retail indicate that a significant share of
branded products is being sold through unorganised channels. This highlights the need for a
strong distribution network to penetrate deeper into the potential market.

Different requirements to address urban and rural population

While income levels are rising across consumer segments in both urban and rural markets,
the level of infrastructure development and facilities vary widely across these markets. This
has resulted in the emergence of two separate consumer segments with different demands.
Independent retail outlets, handcarts and kiosks serve rural areas. In cities, independent
retailers, retail chains (including shopping malls), department stores and supermarkets are
becoming increasingly common.
Products need to address Indian working environment The other major influence on the
consumer durable industry is product customisation to address unique requirements of the
Indian market. Some examples of products customised for India include refrigerators that can
keep foodstuff cool for long even during a power cut and washing machines with extra rinse
cycles. At the same time, these features are to be delivered at no extra cost to the consumer,
given the price sensitive nature of the market.
Conclusion
The consumer durables industry in India is set for sustained growth over the long term,
fuelled by favourable consumer demographics, overall growth in services and industrial
sectors and infrastructure development in suburban and rural areas. Several Indian and MNC
players are looking to strengthen their presence in India to leverage this opportunity.
Success in the long-term will require firms to develop a wide and robust distribution network,
differentiate their products in areas of relevance to the consumer and innovate in the areas of
promotion, product financing, etc. The product and approach to market need to be customised
to suit the unique needs of the Indian market.

CHAPTER 2

REVIEW OF LITERATURE

Literature Review

According to a McKinsey Global Institute (MGI) study titled 'Bird of Gold': The Rise of
India's Consumer Market, the total consumption in India is likely to quadruple making India
the fifth largest consumer market by 2025. Urban India will account for nearly 68 per cent of
consumption growth while rural consumption will grow by 32 per cent by 2025.
India ranks first in the Nielsen Global Consumer Confidence survey released in October
2010. India is one of the fastest growing markets in the world and the current consumer
belief that recession would soon be a thing of the past has filled Indians with confidence,
said Piyush Mathur, Managing Director, South Asia, The Nielsen Co. With 129 index points,
India ranked number one in the recent round of the survey, followed by Thailand (117) and
Australia (115).
According to recent reports, the Indian consumer sector is attracting more interest from both
private equity (PE) and mergers and acquisitions (M&A).
This heightened level of PE interest is evidenced by three PE deals which have happened in
the consumer space in quick succession in the last few months Henderson Equity Partners'
investment in Genesis Colors, IL&FS' private equity investment in The Mobile Store and
investment by Bain Capital & TPG Growth in Lilliput Kidswear, said Ajay Arora, Partner,
Transaction Advisory Services, Ernst & Young.
Consumer Durables
The Consumer durables recorded a growth of 31 per cent in October 2010. According to the
Consumer Electronics and Appliances Manufacturers Association (CEAMA), the consumer
durables and electronics sector has registered a 12-13 per cent growth in 2010. According to
the industry body, the total size of consumer durables and electronics sector is around US$
7.85 billion. The sales of display category products such as Flat Panel Displays -- LCDs,
PDPs rose phenomenally by 45 per cent this year, while the sales of air conditioner and home
appliances surged by nearly 12 per cent and 23 per cent respectively.
The Indian consumer electronic industry represents immense growth potential for years to
come. The industry is expected to grow at a CAGR of nearly 19 per cent during 2010-2013 to

US$ 9.5 billion, according to a research report Global Consumer Electronics Market
Forecast to 2013, by RNCOS.
Rajesh Rajaguru and Margaret J Matanda state about consumer perception of store and
product attributes and its effect on customer loyalty within the Indian retail sector. Store
attributes are assessed in the dimensions of store appearance, service quality and convenience
of store. Product attributes dimensions investigated include product quality, price and
availability of new products. In this study, customer loyalty is considered as repeated
purchasing behaviour of consumer towards a store. The results suggest that except product
price, other store and product attributes have positive effects on customer loyalty.
J. Clement Sudhahar, Duraipandian Israel, A. Prabhu Britto and M. Selvam presented
Service Loyalty Measurement Scale: A Reliability Assessment. This research article
demonstrates the application of confirmatory factor analysis (CFA) in the scale development
process of measuring the construct service loyalty (SERVLOYAL). The conceptualization of
SERVLOYAL is presented, the dimensions forming the SERVLOYAL construct are figured
out. The nitty-gritty of CFA is discussed.
Maive Suuroja (2003) states about service quality. Conceptualization & service quality
perception have been the most debated and controversial topics in the services marketing
literature to date. This paper analyzes the main debates about how to conceptualize service
quality about the nature of perceived service quality (perception of performance vs.
disconfirmation) and the formation of service quality (single construct vs. aggregation of
several dimensions). The paper explores the main theoretical viewpoints and seeks supportive
empirical evidences.
B.B Goyal, Meghna Aggarwal Jr. (2009) presented empirical study on organized retailing
market in India. Retail sector and its environment have experienced radical changes in the
last decade. Most of the challenges are due to changing demographic, social, politic, business
climate, and changes in the retail sector including the addition of Wall Mart, Carrefour, KMart, etc. This paper examines the relative importance of the various products purchased at
organized retail outlets and the choice of format, the consumer has when purchasing a
product. The paper also discusses the expected development of organized retail in the future,
focusing on aspects with potential effects on consumer purchasing behavior.

Mohammad Amin (2008) presented Retailing in India: Assessing the Investment Climate
the paper attempts to highlight the main problems confronting the retail sector in 41 large
cities of India. The analysis reveals that inadequate power supply, access to finance and
corruption are the three most severe problems. He has also shown that while labor laws are
not too important an obstacle, they are beginning to make their presence felt. Competition in
the sector is also low by international comparisons and pro-competitive reforms could hold
the key for a significant improvement in retailing efficiency in the country. Lastly, he finds
little evidence of a negative effect of large on small retailer.
Marketing strategy
Dr. S. Sarvana (2010) In his article in Indian Journal of marketing entitled "A study an
consumer behavior of woman with special reference to durable goods in coimbatore cityTamil Nadu", found that education plays a keyrole in shopping behavior and higher income
group respondents shop as and when they like; In majority women plays a major role in
purchase decision and they prefer to prepare an item list before purchasing. Family influences
the consumers behavior to a greater extent while purchasing. Majority of the respondents
prefer to purchase products from departmental store rather than any other shop. Most of the
people recommend the product purchased by them to others. People give preference to
product quality. Most of the satisfied with the factors such as price, quality, availability of
service and design of durable goods. In the present study we are internal to know wither
people in Allahabad City as satisfied with the price, quality, availability, service and design of
electronic goods.
Delsapratim Purkayastha (Sep. 2009) In his study published in case folio the Icfai Journal
of management case studies entitled, "Realities of emerging markets : Some lessons from uni
lever's strategy for lifebuoy & Sunsilk in India" The case focuses on HUL'S strategy for
growing two mature brands with mass appeal Life buoy and Sunsilk by targeting new
segments in innovative ways. With India being waived as a test market for emerging markets
strategies analysts felt that the learning from these initiatives would help unilever develop a
strong presence in other 'emerging markets strategies as well. The case tries to dispel the
myth that emerging markets are only about devising strategies to target the huge BOP
segment Analysts are of the opinion that HUL'S success in India was due to its ability to cater
to all segments by adapting products, prices and promotion to each of them.

Indu P and Vivek Gupta (Sep. 2007) In their case study published in case folio the Icfai
journal of management case studies entitled "Marketing strategies of Harley Davidson" had
viewer that the marketing strategies of the usbased motorcycle manufacturer Harley
Davidson Motor Company (H-D) uses the marketing mix element including product, price,
distribution and promotion strategies of the company. Notwithstanding the success of H-D'S
marketing strategies, some critics were of the opinion that the H-D was not focusing anits
core competency i.e. motorcycle and is diluting its brand. The company has a long way to go
in maintaining good relationships with the company's customers.
Debapratim Purkayastha and Rajiv Fernando (May. 2007) In case study published in
case folio the Icfai Journal of management case studies entitled "Innovative marketing
strategies of Lush fresh handmade cosmetics", found that the absence of a regular marketing
department might prove counterproductive for the company. With the competition in the
ethical cosmetics market expected to increase some experts also felt that lush, which had thus
for remained an independent, The company did not have a traditional marketing department
and retied more an unconventional products, wacky product naves in store advertising, word
of month advocacy and public relation.
In the case published in case folio entitled "Market expansion strategies of Maruti
Udyog", it was found that market expansion strategies was based on the introduction of new
models, and upgrading of existing models in response to market demand. Promotional offers
were undertaken by NUL in its quest for market dominance the company was able to would
itself according to the market requirements by entering new domains and reaching out to
potential customers through its 'True Value' and other promotional offers.
Bansh Hari (2002) In his thesis entitled "Marketing of electronic products in India with
special reference to computer and television industries", that electronic product is looked
upon by most people almost as a natural phenomenon beyond people's control many people
have accepted marketing of electronic products as their career and electronic products have
greater effect an society. Attitude of people towards marketing is positive and marketing of

electronic products powerful enough to promote consumers cultures & value. It is an

investment of the future which manufactures expect will pay off many times more. The study
is restricted only up to marketing of electronic product which exclusively are T.V. and
computer, whereas this study covers electronic goods in entertainment sector which includes
T.V., DVD, Music System, Play Station etc. It concentrates on the marketing strategy adopted
by the companies.
Greg Laird and Robert R. Harman (1997) In their research paper entitled, "Linking
marketing strategy to customer value: Implication for technology marketers", had presented a
model that identifies the factors that drive customer perceptions of value and describes
linkages with marketing strategy. The paper argues that a thorough understanding of customer
value drivers can increase the effectiveness of marketing strategy. Improved customer
intimacy is the major pay off. The value driver analysis can provide critical insights for
product and service development and operational efficiency the paper proposes a model for
linking marketing strategy to the customer's perceptions of value. It suggests that a deep
knowledge of customer value can improve the processes that create and deliver that value.
Anticipating changes in customer value is critical to the success. Additional attention should
be placed an understanding the impact of the buying situation several.
Consumer behavior
Judith chevalier and Sustan Goolsbec (Nov. 2009) In their article in the quarterly journal of
economics "All durable goods consumers forward-looking?", mentioned that the consumers
think about the future when the make durable goods purchase and look very much like the
forward looking rational expectation consumer of the neoclassical model. This is apparent in
the purchase behavior of the students and in the pricing behavior of sellers. People are willing
to pay less or are less willing to buy products for which the projected future life is short.
Martin R Lautnan and Koenpouwels (Sep. 2009) In their article given in Journal of
advertising research entitled "Metrics that matter: Identifying the importance of consumer
wants and needs", suggested that there is a need for the development of data fusion models
that capitalize on the advantages and disadvantages of various important assessment

methodologies, multistage models reflecting hierarchical consumer decision making and

competitive set formation would see to have potential value.
Vinod Kumar (1993) In his thesis on "A study of impact of consumerism and marketing
practices", found that business competitions resulting in intense sales promotion and
marketing efforts tend to shake the confidence of consumers. There is a decline in the quality
standards of products because of lowering of prices either to meet competition or the poor
purchasing power of the consumer increases in the market imperfection which lead to an
information gap between the manufacturers/ traders and the consumers because of
impersonalized selling. There is an increase in the number of goods and services in the
economy of which the consumer has no previous experience resulting in error in his decision
making.
Rizwana Ahmed (1992)In her thesis entitled "Consumer buying decision for consumer
durable goods" opined that, the durable goods are generally purchased in recognition of a
need that has to be fulfilled of the durable goods, those that fall in category of what we term
as 'gadgets' or appliances are generally purchased for they offer come convenience by way of
reducing labor or time or effort involved in a process such as a food processor, microwave
cooking oven or refrigerator, washing machine etc. She of the new that the consumers are
more reluctant to admit the intangible appeals of the durable goods especially those pertain to
their status or social standing but more admit that the practice aspects of the products
attracted them to purchase it. The consumer behavior is always subject to change and a host
of factors influence the purchase decision of consumer for durable goods. The study looks
into the internal determinate of consumer behavior such as need, motive perception attitudes,
learning & personality whereas the present scare investigated into the environment factors, a
buyers characteristics their decision process and buyer's response in regard to the marketing
strategy adopted by the electronic companies.

NEED FOR THE STUDY:

1. The study covers the customer perception in Chennai.
2. To know the preference level of the customers.
3. The study is conducted for 2 months in February in March.

4. It helps the company to understand the customer perception in capital in capital market.
So,that creates the further implementation.
5. To find out the factor which influence the customers preference for the company.

SCOPE OF STUDY:
The objective is to implement strategy managing and increasing sales of AC product
brand selections interaction with clients and trading prospectus through customers preference.
The overall goal are to be find, attract the new customer and retain former customers and
reduce the cost of marketing and customer service.

OBJECTIVES

PRIMARY OBJECTIVE:
To study about the customer preference towards refrigerators in viveks.

SECONDARY OBJECTIVE:

1. To identify the factors influencing customer preference towards Refrigerators in viveks.

2. To determine the customer preference towards various brands of refrigerators in viveks.
3. To study the comparative analysis between and viveks other organized retail shops

CHAPTER 3

RESEARCH METHODOLOGY

RESEARCH METHODLOGY

RESEARCH METHOD TYPE

Descriptive Research
Explorative Research
The current research is using descriptive and empirical research
DESCRIPTIVE RESEARCH
As the name implies, descriptive research methods are used when the researcher
wants to describe specific behavior as it occurs in the environment. There are a variety of
descriptive research methods available, and once again, the nature of the question that needs
to be answered drives which method is used. Traditionally, descriptive research involves three
main categories: observation, case studies, and surveys. Lets take a closer look at each of
these individually.
EXPLORATIVE RESEARCH
Exploratory research is research conducted for a problem that has not been clearly
defined. It often occurs before we know enough to make conceptual distinctions or posit an
explanatory relationship. Exploratory research helps determine the best research design, data
collection method and selection of subjects.
EMPIRICAL
This research investigates corporate success factors over the crisis period. This issue
appears to be of a particular importance of the empirical corporate finance in recent years.
During crisis periods companies often prefer to find ways to decrease their expenses.

CONCEPTUAL
Conceptual semantics is a framework for semantic analysis developed mainly by Ray
Jackendoff. Its aim is to provide a characterization of the conceptual elements by which a
person understands words and sentences, and thus to provide an explanatory semantic

representation. Explanatory in this sense refers to the ability of a given linguistic theory to
describe how a component of language is acquired by a child.
DATA TYPE
Primary data
Secondary data
The current data is using for primary data
PRIMARY DATA
The primary data do not exist already in records and publications. The researcher has
to gather primary data afresh for the specific study undertaken by him. The primary data are
explicitly gathered for specific research project at hand.
SECONDARY DATA
The secondary data refers to those data which are gathered for some other purpose
and are already available in the firms internal records and commercial, trade or government
publications.
DATA COLLECTION METHOD
Interview
Survey
Sensex
The current data collection for interview

INTERVIEW
Interview refers to the direct or indirect meeting of the respondent by the researcher.
The reply given is either written down in a note-book or recorded in audio video cassette, it
is adopted whenever details regarding any confidential matter are to be collected or when

authentic information about anything is obtained on the research requires data collection
directly from he respondents or there is no other way of collecting data.
SURVEY
Survey is the most commonly used method of primary data collection in marketing
research. Survey research is a systematic gathering of data from respondents through
questionnaires. The purpose of survey research is to facilitate understanding or enable
prediction of same aspects of behavior of the population being surveyed. A questionnaire is a
formal list of questions to be answered in the survey. Questionnaire may be administered by
mail, telephone or personal interview.
SENSEX
An abbreviation of the Bombay exchange sensitive index the benchmark index of the
Bombay stock exchange. It is composed of 30 of the largest and most actively-traded stocks
on the BSE. Initially compiled in 1986, the sensex is the oldest stock index in India.
SAMPLING DESIGN
Population, consumer in viveks
SAMPLING METHOD
Probability
Non-Probability
The current sampling method is using non-probability sampling

PROBABILITY SAMPLING
A probability sample is also called random sample. It is chosen in such a way that
each member of the universe has a known chance of being selected. The most frequently used

probability samples are:-simple random samples, systematic samples, stratified samples and
cluster samples or multistage sampling.
NON-PROBABILITY SAMPLING
In non-probability sampling, the chance of any particular unit in the population being
selected unknown. Since randomness is not involved In the selection process, an estimate of
the sampling error cannot be made. If properly conducted, their findings can be accurate as
those obtained from probability sampling. There are three frequently used non-probability
designs, they are:
JUDGEMENT SAMPLING
A person knowledgeable about the population under study chooses sample members
he feels, would be the most appropriate for the particular study. Thus a sample is selected on
the basis of his judgement.
CONVENIENCE SAMPLING OR CHUNK
It is method of sampling involves selecting the sample elements using some
convenient method without going through the riguor of sampling method. The researcher
may make use of any convenient base to select the required number of samples.

CHAPTER 4

DATA ANALYSIS AND INTERPRETATION

TABLE 1: TABLE SHOWING AGE WISE CLASSIFICATION OF SAMPLE
RESPONDENTS

OPTION

AGE CATEGORIES

NO.OF

18 TO 25

RESPONDENT
16

25 TO 35

38

35 TO 45

34

45 AND ABOVE

12

Source: Primary Data

INFERENCES
From my survey I found that out of 50 samples respondents , the
majority of the 19 respondents (38%) are 25 to 35 category.

AGE CATEGORIES

12%

16%

18 to 25
25 to 35
35 to 45
45 and Above

34%
38%

TABLE 2: TABLE SHOWING GENDER WISE CLASSIFICATION OF SAMPLE

RESPONDENTS
OPTION

TYPES OF GENDER

NO.OF RESPONDENT

MALE

64

FEMALE

36

Source: Primary Data

INFERENCES
From my survey I found that out of 50 sample respondents , the
majority 32 respondents (64%) are male.

GENDER

Male

36%

Female
64%

TABLE 3: TABLE SHOWING EDUCATION QUALIFICATION WISE

CLASSIFICATION OF SAMPLE RESPONDENTS
OPTION

EDUCATION LEVEL

NO.OF RESPONDENT

SCHOOL LEVEL

DIPLOMA/UG

76

PG

18
Source: Primary Data

INFERENCES
From my survey I found that out of 50 samples, the majority of the 38
respondents (76%) are educated Diploma/UG level.

EDUCATIONAL QUALIFICATION

18%

6%

School level
Diploma/Ug level
PG

76%

TABLE 4: TABLE SHOWING THE CLASSIFICATION OF SAMPLE

RESPONDENTS ACCORDING TO THEIR MARITAL STATUS
OPTION

MARITAL STATUS

NO.OF RESPONDENTS

MARRIED

64

UNMARRIED

36

Source: Primary Data

INFERENCES
From my survey I found that out of 50 sample respondents majority of
32 respondents (64%) are married.

MARITAL STATUS

Married

36%

Unmarried
64%

TABLE 5: TABLE SHOWING OCCUPATION WISE CLASSIFICATION OF

SAMPLE RESPONDENTS
OPTION

OCCUPATION STATUS

NO. OF RESPONDENT

DEPENDENT

EMPLOYED

54

HOME MAKER

BUSINESS

26

PROFESSIONAL

Source: Primary Data

INFERENCES
From my survey I found that out of 50 sample respondents, the
majority of the 27 respondents (54%) are employed.

OCCUPATION
Dependent

6% 6%

Employed
Home amker

26%

Business
8%

54%

Professional

TABLE 6: TABLE SHOWING INCOME WISE CLASSIFICATION OF SAMPLE

RESPONDENT
OPTION

INCOME

NO.OF RESPONDENT

5000 TO 10000

16

10000 TO 20000

58

20000 TO 30000

24

30000 TO 40000

40000 AND ABOVE

Source: Primary Data

INFERENCES
From my survey I found that out of 50 sample respondents, the
majority of the 29 respondents (58%) are Rs. 10000-20000 category.

INCOME
50000 to 10000
24%

2% 16%

10000 to 20000
20000 to 30000
30000 to 40000
40000 and
Above

58%

TABLE 7: TABLE SHOWS THE NATURE OF THE FAMILY OF SAMPLE

RESPONDENTS
OPTION

FAMILY TYPE

NO.OF RESPONDENT

NUCLEAR

36

JOIN FAMILY

64

Source: Primary Data

INFERENCES
From my survey I found that out of 50 sample respondents, the
majority of the 32 families (64%) were join family.
It is conclude that most of the families were join family.

FAMILY TYPES

36%
64%

Nuclear
Join family

TABLE 8: TABLE SHOWS FAVORITE BRAND WISE CLASSIFICATION OF

SAMPLE RESPONDENTS
OPTION

FAVOURITE BRAND OF

NO.OF RESPONDENT

REFRIGERATOR
L.G

16

GODREJ

10

WHIRLPOOL

28

SAMSUNG

46

NO IDEA

Source: Primary Data

INFERENCES
From my survey I found that out of 50 sample respondents, the
majority of the 23 respondents (46%) are using SAMSUNG.
It is concluded that the most of the respondents are using SAMSUNG
Brand.

FAVOURITE BRAND OF REFRIGERATOR

LG
16%
46%

10%

Godrej
Whirlpool
Samsung
No Idea

28%

TABLE 9 : TABLE SHOWS CAPACITY OF REFRIGERATOR

OPTION

CHOOSE THE CAPACITY IN NO.OF RESPONDENT

WHICH YOU PREFER IN

REFRIGERATORS
220 LITRES

38

260 LITRES

18

380 LITRES

36

450 LITRE

10

NO IDEA

Source: Primary Data

INFERENCES
From my survey Ifound that out of 50 sample respondents, the majority
of the 220 litre capacity refrigerators were preferred by 19 respondents
(38%).

CAPACITY OF REFRIGERATOR

9%

220 Litres

4%

260 Litres
36%

380 Litres
450 Litres

34%

No Idea
17%

TABLE 10: TABLE SHOWS TYPES OF REFRIGERATORS

OPTION

WHAT

TYPE

REFRIGERATOR

OF NO.OF RESPONDENT
YOU

WANT TO PURCHASE
SINGLE DOOR

30

DOUBLE DOOR

66

SIDE BY SIDE

NO IDEA

Source: Primary Data

INFERENCES
From my survey I found that out of 50 sample respondents, the
majority of the 33 sample respondents (66%) preferred DOUBLE
DOOR type.

It is conclude that the most of the respondents choose DOUBLE

DOOR type refrigerator.

TYPES OF REFRIGERATORS

Single door

4%
30%

Double door
Side by side
No Idea

66%

TABLE 11: TABLE SHOWS COLOR PREFERENCE

OPTION

CHOOSE

YOUR NO.OF RESPONDENT

FAVOURITE COLOUR OF
A

REFRIGERATOR
RED

52

BROWN

LAVANDER

22

VIOLET

14

BLACK

Source: Primary Data

INFERENCES
From my survey I found that out of 50 sample respondents, the majority
of the , it is found that 26 sample customers (52%) prefer RED.
Majority of the respondents prefer RED colour of refrigerator.

FAVOURITE COLOUR OF REFRIGERATOR

14%

Red

4%

Brown
Lavander
52%

22%

Violet
Black

8%

TABLE 12: TABLE SHOWS TECHNOLOGY OF REFRIGERATORS

OPTION

CHOOSE

THE NO.OF RESPONDENT

TECHNOLOGY

OF

A
B

REFRIGERATOR
NORMAL TEMPRATURE
MULTIMAGIC

TEMPRATURE
DIRECT

COOL 34

TEMPRATURE
NO IDEA
Source: Primary Data

32
32

INFERENCES
From my survey I found that out of 50 sample respondents, the majority
of the 17 respondents (34%) prefer DIRECT COOL TEMPERATURE.
Majority of the respondents preferred COOL TEMPERATURE
technology of refrigerator.

TECHNOLOGY OF REFRIGERATOR
Normal
temprature
2%
32%

34%

Multi magic
temprature
Direct cool
temprature
No Idea

32%

TABLE 13: TABLE SHOWS SHOPS PROVIDE MORE DISCOUNT FOR

REFRIGERATORS

OPTION

CHOOSE

THE

SHOP NO.OF RESPONDENTS

WHICH PROVIDE MORE

DISCOUNT

FOR

REFRIGERATOR
VIVEKS

32

CROMA

12

SARAVANA STORES

34

VASANTH& CO

20

NO IDEA

Source: Primary Data

INFERENCES
From my survey I found that out of 50 sample respondents, the majority
of the 17 respondents (34%) were preferred SARAVANA STORES.
It is conclude that the majority of the respondents preferred
refrigerator.

DISCOUNT FOR REFRIGERATORS

20%

Viveks

2%
32%

Croma
Saravana stores
Vasanth&co
No I dea

34%

12%

TABLE 14: TABLE SHOWS FAVOURITE SHOP TO PURCHASE CONSUMER

DURABLES

OPTION

CHOOSE

YOUR NO. OF RESPONDENT

FAVOURITE

SHOP

TO

PURCHASE
A
B
C
D
E
F

CONSUMER DURABLES
VIVEKS
VASANTH& CO
SARAVANA STORES
CROMA
E- ZONE
NO IDEA
Source: Primary Data

38
22
20
18
2
-

INFERENCES
From my survey I found that out of 50 sample respondents, the
majority of the 19 respondents (38%) prefer VIVEKS.
It is conclude that the majority of the respondents preferred VIVEKS
as the favourite shop to purchase consumer durables.

FAVOURITE SHOP TO PURCHASE CONSUMER DURABLES

Viveks
18%

Vasanth&co

2%
38%

Saravana stores
Croma
E-Zone

20%

No Idea
22%

TABLE 15: SHOWS SHOP PROVIDE MORE VARIETY OF REFRIGERATOR ON

DISPLAY
OPTION

CHOOSE
WHICH

THE
HAS

SHOP NO.OF RESPONDENT

MORE

VARIETY

OF

REFRIGERATOR

ON

DISPLAY
VIVEKS

38

CROMA

14

SARAVANA STORES

24

VASANTH& CO

22

NO IDEA

Source: Primary Data

INFERENCES
From my survey I found that out of 50 sample respondents, the majority
of the 29 respondents (38%) prefer VIVEKS.

It is conclude that the majority of the respondents preferred VIVEKS

which has more variety of Refrigerator s on display.

SHOP PROVIDE MORE DSPLAY ON REFRIGERATORS

Viveks

2%

Croma

22%
38%

Saravana stores
Vasanth&co
No Idea

24%
14%

TABLE 16: TABLE SHOWS WARANTEE NEED FOR REFRIGERATOR

OPTION

HOW MANY YEARS OF NO.OF RESPONDENT

WARRANTEE

YOU

EXPECT

FOR

REFRIGERATOR
ONE YEAR

14

TWO YEAR

34

FIVE YEAR

50

NO IDEA

Source: Primary Data

INFERENCES
From my survey I found that out of 50 sample respondents, the majority
of the 25 respondents (50%) are need warranty for 5 years.
Majority of the respondents need warranty for 5 years.

WARANTEE NEED FOR REFRIGERATORS

2% 14%

One year
Two year
Five year

50%

34%

No Idea

TABLE 17: TABLE SHOWS VOLTAGE OF REFRIGERATORS

OPTION

CHOOSE
REQUIRED

YOUR No.fo respondent

VOLTAGE

FOR

YOUR

REFRIGERATORS
230 VOLTS

38

260 VOLTS

30

360 VOLTS

28

1020 VOLTS

Source: Primary Data

INFERENCES
From my survey I found that out of 50 sample respondents, the majority
of the it is found that 19 sample customers (38%) prefer 230 VOLTS.
Majority of the respondents prefer 230 VOLTS refrigerator.

VOLTAGE OF REFRIGERATORS

230 volts

4%
28%

260 volts

38%

360 volts
1020 volts

30%

TABLE 18: TABLE SHOWS AFFORDABLE BUDJET TO PURCHASE

REFRIGERATORS
OPTION

CHOOSE
AFFORDABLLE

YOUR NO.OF RESPONDENT

BUDJET

TO

PURCHASE

REFRIGERATOR
10,000 5,0000
50,000 10,0000
1,00000 2,00000
2,00000 3,00000
NO IDEA

A
B
C
D
E

54
38
8
-

Source: Primary Data

INFERENCES
From my survey I found that out of 50 sample respondents, the
majority of the 27 sample respondents (54%) prefers budget of
Rs.10000 50000.
Majority of the customers were preferred budget of Rs.10000 -50000 to
purchase refrigerator.

AFFORDABLE BUDJET TO PURCHASE REFRIGERATORS

10000 to 50000
50000 to 100000

8%

38%

100000 to
200000
54%

200000 to
300000
No Idea

TABLE 19: TABLE SHOWS CONSUMER SATISFACTION LEVEL OF

DEMONSTRATION GIVE BY SALESMAN ABOUT REFRIGERATORS
OPTTON

HOW

SATISFIED

ARE

WITH

YOU NO.OF RESPONDENT

THE

DEMONSTRATION GIVEN

BY SALES MAN ABOUT

A

REFRIGERATORS
HIGHLY SATISFIED

17

SATISFIED

28

NEIGTHER

NOR DISSATISFIED
DISSATISFIED

HIGHLY DISSATISFIED

SATISFIED -

Source: Primary Data

INFERENCES
From my survey I found that out of 50 sample the majority of the 28 respondents are
(81%) are satisfied demonstration given by salesman.
And 2 sample respondents(19) are dissatisfied .

WEIGHTED AVERAGE FOR QUESTION 19

RESPONDENTS

WEIGHTED
AVERAGE
(W)

FREQUENCY
(F)

WEIGHTED
FREQUENCY
(WF)

17

85

28

112

1
15

3
50

3
204

WF= 204/50 =4.08

= 4.08/5*100
= 4.08*20

WEIGHTED AVERAGE

= 81.6

DEMONSTRATION GIVEN
BY SALESMAN ABOUT REFRIGERATORS

19%

Satisfied
Dissatisfied

81%

TABLE 20: TABLE SHOWS CONSUMER RECOMMENDATION VIKEKS FOR

THEIR FRIENDS OR RELATIVES

OPTION

WILL YOU RECOMMEND NO.OF RESPONDENT

VIVEKS

FOR

YOUR

FRIENDS OR RELATIVES
YES
NO

A
B

84
16

INFERENCES
From my survey I found that out of 50 sample the majority of the it is
found that 42 sample customers (84%) preferred YES to recommend
VIVEKS.
Majority of the respondents preferred YES to recommend VIVEKS for
their friends and relatives.

CONSUMER RECOMMENDATION VIVEKS FOR THEIR FRIENDS OR RELATIVES

16%

Yes
No

84%

CHAPTER 5

SUMMARY OF FINDINGS
1. Majority of them are under the age group 25-35.
2. Most of the respondents are male.

3. Most of the respondents is concerned about their educational qualification they are
Diploma/UG.
4. Most of the respondents are married.
5. Majority of the respondents are employed.
6. In the income group, majority of the respondents are belongs to Rs.10000-20,000.
7. Most of the respondents are join family.
8. Samsung is the most favourite brand among the various brands of refrigerator.
9. Majority of the customers preferred 220 liters capacity refrigerator as compared with other
size of the refrigerators.
10. Most of the customers hold only double door refrigerator.
11. Majority of the customers prefer red colour available under various brands of refrigerator.
12. Many respondents preferred Direct Cool Temperature technology of refrigerator.
13. 34% of respondents preferred Saravana Stores shop which provide more discounts.
14. 38% of respondents preferred Viveks as favourite shop to purchase consumer durables.
15. Majority of the respondents preferred Viveks which has more variety refrigerators.
16. Most of the respondents need warrantee for five years.
17. 230 volts is preferred by most of the respondents.
18. 54% preferred Rs.10,000-50,000 as affordable budget to purchase of refrigerator
19. 28% respondents are satisfied by the demonstration given by salesman about refrigerator.
20. 84% of the respondents answered Yes to recommend Viveks for friends and relatives

SUGGESTIONS
1. Most of the respondents are not happy with after sales services provided by the
companies and not satisfied with regarding receiving and handling customer complaints.

2. Customers are unhappy with delay of solving the respondents complaints.

3. Reducing unnecessary sound from the compressor is the major suggestion from the
respondents.
4. Red colour is the most prefer colour than other colour.
5. Companies emphasis on free services of the refrigerator.
6. Supplying stand for refrigerator are not providing from the manufacturers, which is
required for safety of the refrigerator.
7. Consumers prefer less power consumption to use refrigerator either consumer or
business use.

Limitations of the Study

Although sincere efforts have been made to collect the maximum information
from the respondents,but even then the report is subject to following limitations.

1. Some people were not at all cooperative.

2. Lack of time and other resourcesas it was not possible to conduct survey at large level.
3. Some of the respondents thought me as the representative of the company & hence instead
of answering to my queries they put their questions to me.

CONCLUSION
The study reveals that main criteria to purchase to refrigerator is quality and after sales
services. Less consumption of electricity is major suggestions from the respondents. Dealers

loyalty more influence on the purchase of refrigerator product in retail outlet. Competition
results more design, model and colour of the refrigerators influence the buying behaviour of
the consumers. Consumers want reasonable assurance regarding the technical perfection of
the product and after sales service.

BIBLIOGRAPHY

BOOKS
Research methodology, methods and techniques by Kothari C.R, new age
international ltd. Publishers , second edition.
Marketing Research by Dr.P. Ravilochanan ,Margham Publications.
Business Statistics by P.R.Vittal.

Websites
www.viveks.com
www.slideshare.net
www.wikipedia.com

APPENDIX

QUESTIONNAIRE

QUESTIONNAIRE

TITLE: Study on Consumer preference towards purchase of refrigerator in Viveks Private

Ltd.

We are studying 3rd B.B.A at Mar Gregorios College in Mugappair west. The survey will be
purely used for academic purpose.
QUESTIONNAIRE
1. Age
a) 18 to 25
b) 25 to 35
c) 35 to 45
d) 45 and above
2. Gender
a) Male
b) Female
3. Education Level
a) School Level
b) Diploma/UG
c) PG
4. Marital Status
a) Married
b) Unmarried
5. Occupation Status
a) Dependent
b) Employed
c) Home Maker
d) Business
e) Professional

6. Income
a) 5000 to 10000
b) 10000 to 20000
c) 20000 to 30000
d) 30000 to 40000
e) 40000 and above
7. Family type
a) Nuclear
b) Joint Family
8. Choose your favourite brand of Refrigerator.
a) L. G
b) Godrej
c) Whirlpool
d) Samsung
e) No Idea

9. Choose the capacity in which you prefer in Refrigerators

a) 220 litres

b) 260 litres
c) 380 litres
d) 450 litres
e) No Idea
10. What type of Refrigerator you want to purchase?
a) Single door
b) Double door
c) Side by side
d) No Idea

11. Choose your favourite colour of Refrigerator.

a) Red
b) Brown
c) Lavender
d) Violet
e) Black
12. Choose the technology of Refrigerator.
a) Normal temperature
b) Multi Magic temperature
c) Direct cool temperature
d) No Idea
13. Choose the shop which provides more discounts for Refrigerator.
a) Viveks
b) Croma
c) Saravana stores
d) Vasanth& co
e) No Idea
14. Choose your favourite shop to purchase consumer durables
a) Viveks
b) Vasanth& co
c) Saravana stores
d) Croma
e) E -Zone
f) No Idea
15. Choose the shop which has more variety of Refrigerators on display
a) Viveks
b) Croma
c) Saravana stores
d) Vasanth& co
e) No Idea

16. How many years of warrantee you expect for Refrigerator.

a) One year
b) Two year
c) Five year
d) No Idea
17. Choose your required voltage for your Refrigerators
a) 230 volts
b) 260 volts
c) 360 volts
d) 1020 volts
18. Choose your affordable budget to purchase refrigerator
a) 10,000 -50,000 INR
b) 50,000- 1,00000 INR
c) 1,00000 - 2,00000 INR
d) 2,00000- 3,00000 INR
e) No Idea
19. How satisfied you are with the demonstration given by sales man about Refrigerators
a) Highly satisfied
b) Satisfied
c) Neither Satisfied Nor Dissatisfied
d) Dissatisfied
e) Highly Dissatisfied
20. Will you recommend Viveks for your friends or Relatives?
a) Yes
b) No