Acknowledgment

We would like to thank Professor Reham Farouk for his expert advices and his unique way of teaching
that makes a real difference in our way of thinking and performance during the course that will reflect on
our organizations.

Alaa, Tabarak, Amin, Ahmed, Esraa, Ahmed

Introduction

The company was founded in September 1912 in HYPERLINK "https://en.wikipedia.org/wiki/Tokyo" \o

"Tokyo" Tokyo and takes its name from one of its founders first inventions, the Ever-
Sharp HYPERLINK "https://en.wikipedia.org/wiki/Mechanical pencil" \o "Mechanical pencil" mechanical
pencil , which was invented by HYPERLINK "https://en.wikipedia.org/wiki/ Tokuji_Hayakawa" \o "Tokuji
Hayakawa" Tokuji Hayakawa in 1915.
Hayakawa Electric Industry Co., Ltd. (1942_1970, Sharp Electric Co. (spin-off) (1956_1967)

Sharp is dedicated to improving people's lives through the use of advanced technology and a
commitment to innovation, quality, value, design, and the value we place upon Corporate Social
Responsibility, our on-going commitment to strong business ethics, and the numerous awards won by
our innovative products.

We do not seek merely to expand our business volume. Rather, we are dedicated to the use of our
unique, innovative technology to contribute to the culture, benefits, and welfare of people throughout the
world.
Our future prosperity is directly linked to the prosperity of our customers, dealers and share-
holders&&indeed, the entire Sharp Family.
These factors can be grouped as:
✓ Social
✓ Cultural
✓ Psychological
✓ Personal factors etc.
✓
Collectively, brands have realized that innovation alone is not enough
Innovation with style
Its strategy may be brave, but the question remains as to whether technology brands that have fallen out
of fashion like this can ever really regain lost ground, particularly in a category that is all about 'the next
big thing'.
It is possible, says Mintel consumer technology analyst Nathan Laryea, citing the dramatic impact of the
Wii console on the fortunes of gaming brand Nintendo, and the turnaround at Apple, which, before it
launched the iPod, was struggling.

'For companies that have fallen out of favour, it is important to build a distinct image, because consumer
technology markets are now, more than ever, linked to the fashion and stylistic preferences of
individuals,' he adds.

According to Euromonitor, TVs still offer brands a gateway into the home. With this comes the coveted
opportunity to forge an emotional connection. From there, brands hope to lure consumers to their
broader ranges - which, for Sharp, includes fridges, microwaves and solar panels.
Market Summary

Prospects
Demographic Factors Grow Refrigeration Appliances In Egypt:
The vast increase in the population and large, new families in Egypt support the growth in demand for
refrigeration appliances. Family and friends gather at least once a week all-year-round as well as on
special occasions like Ramadan and feasts, where food plays an important role.

✓ Decline In Built-in Volumes Sales Limits Overall Growth

Currency devaluation in November 2016 led to high inflation and price hikes, especially for built-in
appliances. Built-in refrigeration appliances are mainly purchased by high-income consumers.

✓ Competitive Landscape
EL ARABY GROUP LEADS REFRIGERATION APPLIANCES
El Araby Group is expected to remain the leading company in refrigeration appliances in the forecast
period. The player benefits by offering locally-produced products in a market not particularly rich in
international brands.

✓ Hypermarket_ Retail Volumes Share Continues To Grow

Although electronics and appliance specialist retailers dominated the distribution of refrigeration
appliances in 2017, large hypermarkets like Carrefour offered a large variety of models and strong
discounts during the year. In addition to a wide choice of refrigeration appliances, discounting made such
large modern grocery retailers increasingly attractive to low- and middle-income consumers.

✓ Economic Condition Limit Company Activity

Tough economic conditions, including high inflation, hampered many firms_ attempts to import vital
products, spare parts and raw materials, while forcing others to shut down their production units due to
rising foreign currency exchange losses. Other companies had to close some of their non-working
branches and showrooms because of the limited availability of products.
Executive Summary
Objective:

The purpose of this study is to understand key external variables influencing,

the buying behavior of a particular segment of customers towards the product category of Refrigerator.
Consumers get influenced by several major factors while they make their decisions. These factors can
be grouped as demographic, social, cultural factors etc. Consumers try to purchase and maintain a
variety of products that satisfy their current and future needs.

Today with technological advancement human race has achieved what few years back were impossible.
Refrigerator is the source of refreshment to human life.

✓ This papers first goal is to cover the appropriate topics in a manner relevant to the study of
consumer behavior of purchasing a refrigerator.

✓ Its second goal is to always do so with sufficient depth so that the introductory person gains a
solid foundation about the perception of a consumer toward sharp Refrigerator in view of Egyptian
market.

✓ The third goal is to do all of this in an interesting, engaging, and applied way one that holds
persons attention and stimulates them to relate actively to the material at hand that abound in their
experiences. In this report I have tried to find out and analysis the factors that customers
considers in purchasing refrigerator.

For this purpose, I have done a survey based on some questionnaire, and also did the frequency
analysis. From the analysis I found that most of the respondents prefer Refrigerator Colors. Express your
design personality

Our refrigerators are specifically designed with an understanding that with open plan living, the kitchen
has truly become the heart of the home. It is no longer a purely functional space, but an expression of
design and personality. This is why we are proud to introduce a range with unique colors, finishes, and
designs to match any kitchen.
The Product is
High-involvement products are usually expensive and are visible to other people such as a Diamond ring
/jewelry or a Expensive Home Appliances.

Segment/Sample profile Chosen:

The consumer segment chosen for this study is Females in the age group of 35 to 45 years, working
professional and married or newly married, and the social class is value for money & many even
consider it as style as it fit to home décor, they live in Cairo (Fifth Statement, Rehab, Maadi), Alex, Giza
(October), Mansora.
So, the Primary target group is a family with 4 to 7 members, and the secondary target group is a
newly married.

Research:
According to the Central Agency for Public Mobilization and Statistics (CAPMAS)
The rich class, which starts its income from 100k pounds a year at an average of 8333 pounds per month
and ends at 200K or 16666 pounds a month, and these are in the community by 35%, 8.5% in cities and
1.5% in the countryside.

The family life cycle stages :

✓ The newly married couples_young, no children.
✓ Full nest 1_young, married, with child.
✓ Full nest 2_older, married, with children.
✓ Full nest 3_older, married, with dependent children.
✓ Empty nest_older, married, with no children living with them.
✓ Solitary survivor_older, single, retired people

Number of Family Members

✓ 50.7% of the Egyptian families escalated from
✓ 3 to 4 individuals.
✓ 19% of the households
✓ (5 persons).
✓ 17.1% of the households (6-8 persons)
Communication

We can communicate with by:

✓ Advertisements should be focused on homemakers because they are the primary influencers, mostly
joint decision is taken whereas the financers husbands, and should also highlight the style and
aesthetic appearance of the product to position it as home décor, and the kind of reinforcement is
Positive.

✓ Extended after Sales Service can be used as pull strategy of promotion to attract the customers as
all customers consider it as main attribute while purchasing the product.

✓ Internet is other sources of gathering information about refrigerators and hence the product should
be heavily promoted there

✓ Salesmen should be properly trained to educate the customers as they are the major opinion leaders
in this segment of the market, also care with appearance and sales incentive.
External Factors

The External factors that influence the purchase decision of consumer in the age group of 30 to40 for a
Refrigerator.

✓ Demographic Details
• Prefer Style as it fit to home décor.
• Maximum budget allocated for a refrigerator purchase is 50k.
✓ Media Habits
• Use media to gather information (i.e. thru advertisements)
• Prefer internet to compare features so more & more information should be available on internet.
✓ Egypt culture
• Black Color has positive and negative impact such as:
• Positive impact: Power, Strength, Elegance, Mystery.
• Negative impact: Sadness.
✓ Occupational Subculture
• Working Professional: Needs big capacity range refrigerator.
• Yearly income minimum 200K.
✓ Family
• House wife is the major influencer (Advice of other family members like mother, family friends also
plays an important role, and Neighbors can be one of the important influencers especially if
they_re in the same social class).
✓ Social Class
• value for money & many even consider it as style as it fit to home décor.
✓ Celebrity and Opinion leader
• Purchase is influenced by Salesmen in showrooms.
• Celebrities was an important opinion leader and play role as influencers.

So, the primary influencers in the decision making are housewife, neighbor, Friends, husband, and in the
purchase decision will be involved by husband and salesman.
Otherwise, we have other factors that influence the decision to buy the product, so is what the product
features, where the customer can to buy it, how much the price, and finally how to communicate with the
customer before purchase, during and after purchased the product.

✓ Product

Aesthetics (looks, color) are major considerations while purchasing Refrigerators so wide range of color
should be available to fulfill the demand of maximum customers.
After Sales Service is the main attributes being looked while purchasing the product.
More feature and maximum shelf space inside also looked while purchasing the products more shelves
to be provided in door side of the refrigerator so that more bottles can be kept inside it.

✓ Price

Low price also acts as a social barrier as people consider low price refrigerator as a low-quality product,
so we have to set the price by value based price method.
Price is not the major constraint because we are providing additional feature needed by the customer.
✓ Place

House of brand is not the most sought-after criteria in the purchase decision because refrigerator is a
high-involvement product and customers are ready to travel for purchasing refrigerators.
Brand house is a place where other competitors are also available because people always want to make
comparison.

✓ Promotion

Focusing on the promotion element of the four Ps, good communication is the key to effective marketing.
Potential customers go through a purchase cycle:
• pre-transactional (before a purchase),
• transactional (at the time of purchase)
• post-transactional (after the purchase has been made)

The AIDA model encapsulates this sequence and can assist in the planning of any
communications campaign:
• awareness/attention: making the consumer aware of the product and getting their attention.
• interest: generating interest in the product/service on offer
• (D) desire: creating a desire for your product /service _ on two levels: first, related to the target_s
needs/wants; and, second, relative to your competitors
• action: stimulating the target to purchase the product/service

After we describe the factor that influences on the purchase decision, now we are ready for explain how
the decision making and what is the process

Potential customers go through a purchase cycle:

✓ pre-Purchase
• Need Recognition: while setting up new house, Facing problem in old refrigerator
• Information search: Internal such as aware of major brand, External such as friends, family,
media, market
• Alternative evaluation: Compare based on (Brand, price, storage, freezing system, appearance,
power saving, after sale)

✓ Purchase
• Respondent preferred a particular shop because has wide range
• Purchase in cash, installment system, redeem Points

✓ Post-Purchase
• If he or she satisfied, she would buy or give advice to any person for buying the refrigerator, value
for money.
Factors Influencing Consumer Behavior
The Personal Factors That Influencing Consumer Behavior Alaa
✓ Occupation
✓ Age Gen X & Millennials Ages 35to 45 year
✓ income over 10000 L.E
✓ Life cycle stage
✓ Active life style oriented that is the people who want to do or want a high end life style in their life and
want relax and high quality and premium quality products in their homes and kitchens
✓ The personality of the company product is premium and high class also so it targets people ranging
so as to look into the all kind of markets and cover the overall market of the country or the
refrigerator market.
✓ Self-Concept
Cultural Factors Affecting Consumer Behavior Tabarak

Culture
This product is targeted to those consumers who can use this refrigerator to express their identity to
others i.e. they want others to notice of their self-esteem through this refrigerator.

Attributes of the Culture: Cairo & Alex:

✓ High priced goods have better quality
✓ A buyer with lavish lifestyle will prefer expensive refrigerators with new feature sand will be ready
as a innovator to try new models with latest trends and technology
✓ Committed to friendship and relations
✓ High involvement with family
✓ Preference to purchase on Sharp
Attributes of the Sub-Culture:
✓ A large number of working professional and up to middle class businessman will be attracted
towards this model due to the as it is fulfilling all utilitarian need and external look, having glossy
finish and wide range of colors, handles etc. It will also attract individuals through word of mouth
publicity & peer pressure to own something special
✓ Looks for Quality &Value for money
✓ Style plays an important role as it fits in décor of the house
✓ User of fresh food with lots of green vegetables
✓ Food-lover
✓ The purchase of the Refrigerator must depict the social status of the family
✓ Wants the best product available in the market
✓ Bright colors preferred but no one wants stander Color.
✓ Interestingly, in upper and middle-class respondents major Influencers to purchase refrigerators,
both in Cairo & Alex _wife_
✓ The similarity in upper class and middle class of both the city could be due to the fact that ladies in
the home are users of the refrigerators and exposed to advertisements, TV, newspapers, and
magazines. So, they play an dominant role in purchase of refrigerators.

Social Class

The need for refrigerator is mostly just a physiological need and a refrigerator is a utilitarian product for
all the consumers
In cases where a high end refrigerator is bought it is also to satisfy the esteem need of the consumer. By
buying a high end product at a premium price the consumer would like to impress his friends or relatives
after being seen using a stylish and high technology product
This refrigerator will satisfy the aspirational need of the middle class people along with their core need
i.e. for his daily household purpose
Upper middle class will purchase this refrigerator as the refrigerator will depict their social status.
All social class _ value for money & many even consider it as style as it fit to home décor
He /she would like to be seen in the society as a successful who has achieved his success due to his
own hard work.
Wants to go for stylish products.
Respondent would like to be seen as someone who is aware of latest high technology available product
Social Factors Influencing Consumer Behavior Esraa
Social factors influencing consumer behavior:

✓ Social group: Reference group

Reference groups are groups that consumers will look to for help in making purchasing decisions
Friends are one of the most powerful reference group, Also family, Neighbors.

✓ Opinion leaders:

Opinion leaders are usually people who are more knowledgeable about a certain product or service than
the average consumer. As such, opinion leaders can shape how a product is viewed.
Purchase is influenced by Salesmen in showrooms
Celebrities was an important opinion leader

✓ Role and status:

There are different roles according to the product, in the refrigerator purchase decision the husband will
be the payer, and the wife is the primary user while the child may exert strong influence on the color
decision.
The wife is the primary user but a daughter will defiantly has a huge influence on the decision of the
black refrigerator
Psychological Factors Influencing Consumer Behavior Amin Part one
Motivation
Involvement
Motivational conflicts that might face the consumer

Part Two Madi

❖ Perception Product

❖ Exposure: Exhibition
• The companies need to do more of exhibitions as trade fair etc. in order to expose the consumers
towards the new launches.
❖ Attention: Medium to High
• Personal Selection Factors: Individual more passion high attention
• Stimulus Selection Factors: High
• Situation: More sales in festive seasons
❖ Interpretation: High involvement
Learning Theory

Attitude Components
Cognitive Component – It will be multi attribute model. The consumer considers various attitudes like
• Double door
• Frost free
• Cabinet rolling feature (easy to clean)
• Style
• Brand personality Consumer assigns different weights to different attributes; hence it will be a
weighted average attitude model. We are not using ideal point weighted average model because
the consumer is clearly not able to differentiate the extra benefits he will derive between attributes.
Message Appeal
We will use the message appeal “enjoy the natural freshness” while promoting this model.

Emotions of Respondent while buying refrigerator

conic learning will be used because as the advertisement of the refrigerator will be encountered by the
consumer a number of times while he scans his external environment. This will result in the essence of
message being learned.

Vicarious Learning/ Modeling

Consumers usually consult their family, friends (some times opinion leader) before making the final
decision. They influence his decision on the product. Thus this situation will correspond to vicarious
learning because it is a high involvement learning situation because the consumer is motivated to
process or learn the use of this refrigerator

Respondent is a pleasure-seeking guy who believes that usage of high price goods is good because he
perceives high priced goods as a mark of high quality.

Attitude of Respondent towards refrigerators

Brand personality

it will be portrayed as a stylish brand.

It will be positioned as a brand with innovative technology

Customer personality

Extrovert, friendly in nature

Moody & spendthrift

Polite & sympathetic towards others

Innovative and open to experiment

Business Creed
Sincerity_ & _Creativity
By committing ourselves to these ideals, we can derive genuine satisfaction from our work, while making
a meaningful contribution to society.
Sincerity is a virtue fundamental to humanity and always be sincere.
Harmony brings strength and trust each other and work together.
Politeness is a merit and always be courteous and respectful.
Creativity promotes progress&. constantly aware of the need to innovate and improve.
Courage is the basis of a rewarding life and accepting every challenge with a positive attitude.
Rosemary Sadez Friedman, an interior designer in Naples, Fla., is author of "Mystery of Color."

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