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VINOD KUMARVINOD KUMAR
KESHERWANIKESHERWANIPGDM (2008-10)
Roll no. 10031
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Summer internshipSummer internship
report onreport onConsumer behavior towards homeappliances and the impact of Chinese
Products on it
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Company profile
About the company-Divine International is well knowncompany of India in manufacturing of handicrafts, lances,telescope, watches & etc
established in year 2001 and doing well since itsestablishment
Divine electrical & home appliances established in 2008 &first product they have launched in market that was CFL
Honor of the Company-Mr. Sandeep Mittal & Mr.Saurabh Mittal
Goal of the company-Company is working for the customersatisfaction & tries with full effort to manufacturing those CFLs whichare able to fulfill the customers needs, wants
Divine electrical & homeDivine electrical & home
appliancesappliances
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Compact fluorescent lamp (CFL)_
Fluorescent lamps convert more of the input power to visible light thanbulb lamps. A typical 100 watt tungsten filament bulb lamp may convertonly 2% of its power input to visible white light, whereas typicalfluorescent lamps convert about 22% of the power input to visible whitelight
higher luminosity
Lower heat--
About productAbout product
About two-thirds to three-quarters lessheat
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Product rangeProduct range
S.n Item no. Size(MM)
Watts LifeHrs.
Rates
1. PLC12MM 145 11 6000 55
2. PLC12MM 95 13 6000 65
3. PLC12MM 115 18 6000 80
4. PLC17MM 385 36 6000 220
5. 2U-PIE-9MM 55 5 6000 70
6. 2U-PIE-12MM 75 8 6000 68
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Selling the product
Define customer value, satisfaction, and retention. Exploring the link between company and Customer orientation
Defining role and importance of consumer behavior for amarketer
Identify the major factors that influence a consumers
purchase decision and behavior
A simplified model of the consumer decision-making
framework Define consumer behavior.
ObjectivesObjectives
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Descriptive research
Secondary data research: A comprehensive secondary research was carried
out to find out the various factors that affect thebuying decisions of the consumers. The mainobjective of this study was to analyze how muchsignificant effect of Chinese Product has on IndianHome Appliances Industry
on the buying decisions of the consumers. Itconsisted of: Searching secondary data sources, which included
books, Internet, library, etc.
Research methodologyResearch methodology
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Process by which individuals search for,select, purchase, use, and dispose ofgoods and services, in satisfaction of theirneeds and wants
CONSUMER BUYING BEHAVIORCONSUMER BUYING BEHAVIOR
http://www.businessdictionary.com/definition/process.htmlhttp://www.businessdictionary.com/definition/individual.htmlhttp://www.businessdictionary.com/definition/SELECT.htmlhttp://www.businessdictionary.com/definition/purchase.htmlhttp://www.businessdictionary.com/definition/goods.htmlhttp://www.businessdictionary.com/definition/services.htmlhttp://www.businessdictionary.com/definition/satisfaction.htmlhttp://www.businessdictionary.com/definition/need.htmlhttp://www.businessdictionary.com/definition/want.htmlhttp://www.businessdictionary.com/definition/want.htmlhttp://www.businessdictionary.com/definition/need.htmlhttp://www.businessdictionary.com/definition/satisfaction.htmlhttp://www.businessdictionary.com/definition/services.htmlhttp://www.businessdictionary.com/definition/goods.htmlhttp://www.businessdictionary.com/definition/purchase.htmlhttp://www.businessdictionary.com/definition/SELECT.htmlhttp://www.businessdictionary.com/definition/individual.htmlhttp://www.businessdictionary.com/definition/process.html -
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Consumer decision makingConsumer decision makingprocess generally involves fiveprocess generally involves five
stagesstages
Post purchaseBehavior
Post purchaseBehavior
PurchasePurchase
Evaluationof Alternatives
Evaluationof Alternatives
Information SearchInformation Search
Need RecognitionNeed Recognition
Cultural, Social,Cultural, Social,Individual andIndividual andPsychologicalPsychological
FactorsFactorsaffectaffect
all stepsall steps
Cultural, Social,Cultural, Social,Individual andIndividual andPsychologicalPsychological
FactorsFactorsaffectaffect
all stepsall steps
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This report is an attempt to reflect the changesin the consumer buying behavior in the IndianMarket especially in home appliances buying .
Indian consumer durables market used to bedominated by a few domestic players likeGodrej , Kelvinator, and Voltas. But post-liberalization many foreign companies haveentered into India, dethroning the Indianplayers and dominating the market. The major
categories in the market are CTVs,refrigerators, air-conditioners and washingmachines.
The rural market is growing faster than theurban markets, although the penetration level
in rural area is much lower.
CONSUMER BUYINGCONSUMER BUYINGBEHAVIOUR TOWARDS HOMEBEHAVIOUR TOWARDS HOME
APPLIANCES IN INDIAAPPLIANCES IN INDIA
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THE KEY PLAYERSTHE KEY PLAYERS
f Chi d i
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In last couple of years, the Chinese electronicmarket has witnessed some dramatic increasein demand and sales chart of electronic items
The electronic items made in China products areexported in huge amount all over the world,
especially in countries like United States ofAmerica, different European countries and allother parts of Asia
The major highlight of Chinese electronicindustry is low cost product
These few factors certainly indicate a boomingfuture for the consumer electronics industry inChina
Impact of Chinese product inImpact of Chinese product inIndiaIndia
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A shopkeeper keeps all types of products which are more profitable for them intheir store.
in this 2 months I found that sale of CFL is not seasonal it is being sold durationsof whole year. Among all the medium of communications ,video
Media is the best medium for the companys product advertisement. In CFL brand name has impact on sale.
Phillips is no 1 selling CFL in cfl category.
And surya is the second in this industry
Shopkeeper is attracted by discount given by company.
Customers are attracted by discount offer And warranty period given to them ,especially in CFLs .
Chinese products are booming in India because of their cost effectiveness
FindingsFindings
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When I interviewed shopkeepers ,sometimes they use to give answers underthe influence of their past sales record.
Sometimes the problem which I face is
language problem for which I have to makethem understand Non-cooperative approach and rude
behavior of the respondents sometimes.
The extreme heat in the month of May andJune also proved to be an obstacle in doingthe survey
Problems and limitationsProblems and limitations
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Indians are "the most optimistic lot globally who think that theircountry will be out of the economic recession in the nexttwelve months."
In fact, it is widely believed that the Indian market will fuel the
growth of multinational companies in the coming years. Whilemost leading companies are cutting costs in the US andEurope, they see India as a strategic market, which can fueltheir growth like China made their different position in India .
The rural market is growing faster than the urban India now.
The urban market is a replacement and up gradation marketnow. Consumer goods companies are themselves coming out with
attractive financing schemes to consumers through theirextensive dealer network
ConclusionsConclusions
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