market mapping study of domestic air purifiers in india_shruti deshmukh

8/10/2019 Market Mapping Study of Domestic Air Purifiers in India_Shruti Deshmukh

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A Project Report

On

STUDYING CONSUMER BUYING BEHAVIOUR OF AIRTEL,

PUNE

Carried out at

THE NIELSEN COMPANY

B!

H"r#$% &"'"(e

Un)er t%e G*#)"nce o+

Pro+ Meen"( D%otre

S*-.#tte) +or

P"rt#"( +*(+#((.ent o+ t%e "'"r) o+ t%e )e/ree o+

M"$ter o+ B*$#ne$$ A).#n#$tr"t#on 0MBA 1 P*ne Un#2er$#t!3

T%ro*/%

V#$%'"4"r." In$t#t*te o+ M"n"/e.ent

P*ne 1 56


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Acknowledgement

A project i ne!er t"e work o# an indi!idual$ Intead% it i a com&ination o#

idea% uggetion% re!iew% contri&ution ' work in!ol!ing man( people$ I take t"i

opportunit( to e)pre m( deepet ene o# gratitude to all t"oe w"o directl( and

indirectl( "elped me in t"e ucce#ul completion o# t"i project$

I would like to &egin &( t"anking T%e N#e($en Co.p"n!#or gi!ing me t"e

opportunit( to &e a part o# t"i project$ I e)pre m( gratitude to all t"e repected

emplo(ee o# T"e Nielen Compan(% #or t"eir in!alua&le "elp wit"out w"ic"% I would not

"a!e &een a&le to complete t"i project$ *irt o# all I would like to t"ank Mr V#2e4 B"ne

#or "i in!alua&le guidance and encouragement #or t"e project$ I alo want to e)pre m(

earnet and intene ene o# gratitude to Mr R"je$% &*nj#r #or t"eir contant upport$

T"i project would not "a!e &een completed ucce#ull( wit"out t"e preciou

guidance o# m( project guide Pro+ Meen"( D%otre, to w"om I e)pre m( incere

gratitude$ T"i project ga!e me an opportunit( to e)plore ground realitie and look at

Marketing #rom t"e gra root le!el$ I wa a&le to meet a wide arra( o# people w"ic" wa

indeed a learning e)perience$

*inall(% I alo would like to e)pre m( deepet gratitude toward+i"wakarma Intitute o# Management #or pro!iding me an opportunit( to undergo

t"i intern"ip program$ So I would t"ank all t"oe people w"o "a!e "elped me in t"i

project$ In t"e end I take t"e opportunit( to t"ank m( #amil(% #riend and colleague

#or upporting me at e!er( tep and &earing wit" me$

,


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-eclaration

I "ere&( declare t"at t"i project work entitled% .St*)!#n/ Con$*.er -*!#n/ -e%"2#o*r

'#t% re$pect to "#rte(, p*ne/ i m( original work carried out under t"e guidance o# m(

e)ternal guide Mr$ +i!ek 0ane and m( #acult( guide Pro#$ Meenal -"otre T"e

in#ormation and data gi!en in t"e report i aut"entic to t"e &et o# m( knowledge$

T"i report neit"er in #ull nor in part "a e!er &een u&mitted #or t"e award o# m( degree

o# eit"er t"i uni!erit( or an( ot"er uni!erit($

Place1 Pune Hari" 2awale

-ate1

3


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Lit o# Ta&le

T"-(e 57 Time cope o# t"e project

T"-(e 87 -etail a&out t"e projectT"-(e 97 -eciion maker in t"e #amil( in Pune

T"-(e 9: Education o# t"e deciion maker in t"e #amil( in Pune

T"-(e 9; Occupation o# t"e inter!iewee in Pune

T"-(e 95 Age o# t"e inter!iewee o# Pune

T"-(e 98 O!erall awarene a&out t"e air puri#ier in Pune

T"-(e 99 Age wie awarene in Pune

T"-(e 9< O!erall percentage o# eac" 4uer( aked &( repondent o# Pune

T"-(e 9= Attri&ute rating &( Pune 5epondent

T"-(e 97> 0u(ing intention o# t"e Pune repondent

T"-(e 977 T"e price t"at repondent o# Pune t"ink i correct #or an air puri#ier

T"-(e 97: T"e price &elow w"ic" i# an air puri#ier i priced% t"en t"e repondent o#Pune t"ink t"at it i too c"eap

T"-(e 97; T"e price o# a&o!e w"ic" i# an air puri#ier i priced% t"en t"e repondent

Pune t"ink t"at it i too e)peni!e

T"-(e 975 *irt pre#erence water puri#ier &rand o# Pune repondent

T"-(e 978 *irt pre#erred air conditioner &rand o# Pune repondent

T"-(e 979 Eureka *or&6 Pune repondent6 price

T"-(e 97< 2ent6 Pune repondent6 price

T"-(e 976 Tata Swatc"6 Pune repondent6 price

T"-(e 97= Pure It6Pune repondent6 price

T"-(e 9:> +olta6 Pune repondent6 price

T"-(e 9:7 L76 Pune repondent6 priceT"-(e 9:: Samung6 Pune repondent6 price

T"-(e 9:; 0lue Star6 Pune repondent6 price

T"-(e 9:5 Opinion o# Pune repondent upon 8It i a trutwort"( compan(6

T"-(e 9:8 Opinion o# Pune repondent upon 8It "a er!ice tation near&(6

T"-(e 9:9 Opinion o# Pune repondent upon 85ate are !er( low6

T"-(e 9:< Opinion o# Pune repondent upon 8It pro!ide a wide range o# product6

T"-(e 9:6 Opinion o# Pune repondent upon 8Man( people recommend it6

T"-(e 9:= Opinion o# Pune repondent upon 8It i an e)pert in t"i #ield6

T"-(e 9;> Opinion o# Pune repondent upon 8I "a!e "ad a good e)perience wit"t"em in pat6

T"-(e 9;7 Opinion o# Pune repondent upon 8T"e er!ice in emergenc( i good94uick6

T"-(e 9;: Opinion o# Pune repondent upon 8T"ere i no mi:elling9 alwa(

deli!er w"at i promied6

T"-(e 9;; Opinion o# Pune repondent upon 8It i an inno!ati!e compan(6

T"-(e 9;5 Opinion o# Pune repondent upon 8It &elie!e in "a!ing long term

relation"ip wit" it cutomer6

T"-(e 9;8 -eciion maker in t"e #amil( in 2ol"apur

;


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T"-(e 9;9 Education o# t"e deciion maker in t"e #amil( in 2ol"apur

T"-(e 9;< Occupation o# t"e inter!iewee in 2ol"apur

T"-(e 9;6 Age o# t"e inter!iewee o# 2ol"apur

T"-(e 9;= O!erall awarene a&out t"e air puri#ier in 2ol"apur

T"-(e 95> Age wie awarene in 2ol"apur

T"-(e 957 Top o# t"e mind 4uer( &( 2ol"apur repondent

T"-(e 95: O!erall percentage o# eac" 4uer( aked &( repondent o# 2ol"apurT"-(e 95; Attri&ute rating &( 2ol"apur 5epondent

T"-(e 955 0u(ing intention o# t"e 2ol"apur repondent

T"-(e 958 T"e price t"at repondent o# 2ol"apur t"ink i correct #or an air puri#ier

T"-(e 959 T"e price &elow w"ic" i# an air puri#ier i priced% t"en t"e repondent o#2ol"apur t"ink t"at it i too c"eap

T"-(e 95< T"e price a&o!e w"ic" i# an air puri#ier i priced% t"en t"e repondent o#

2ol"apur t"ink t"at it i too e)peni!e

T"-(e 956 *irt pre#erence water puri#ier &rand o# 2ol"apur repondent

T"-(e 95= Second pre#erence water puri#ier &rand o# 2ol"apur repondent

T"-(e 98> Ne!er &u(water puri#ier &rand o# 2ol"apur repondent

T"-(e 987 *irt pre#erred air conditioner &rand o# 2ol"apur repondentT"-(e 98: Secondpre#erred air conditioner &rand o# 2ol"apur repondent

T"-(e 98; Ne!er &u(air conditioner &rand o# 2ol"apur repondent

T"-(e 985 T"e price t"at 2ol"apur repondent are read( to pa( #or eac" &rand

T"-(e 988 Opinion o# 2ol"apur repondent upon 8It i a trutwort"( compan(6

T"-(e 989 Opinion o# 2ol"apur repondent upon 8It "a er!ice tation near&(6

T"-(e 98< Opinion o# 2ol"apur repondent upon 85ate are !er( low6

T"-(e 986 Opinion o# 2ol"apur repondent upon 8It pro!ide a wide range o#product6

T"-(e 98= Opinion o# 2ol"apur repondent upon 8Man( people recommend it6

T"-(e 99> Opinion o# 2ol"apur repondent upon 8It i an e)pert in t"i #ield6

T"-(e 997 Opinion o# 2ol"apur repondent upon 8I "a!e "ad a good e)periencewit" t"em in pat6

T"-(e 99: Opinion o# 2ol"apur repondent upon 8T"e er!ice in emergenc( igood9 4uick6

T"-(e 99; Opinion o# 2ol"apur repondent upon 8T"ere i no mi:elling9 alwa(

deli!er w"at i promied6

T"-(e 995 Opinion o# 2ol"apur repondent upon 8It i an inno!ati!e compan(6

T"-(e 998 Opinion o# 2ol"apur repondent upon 8It &elie!e in "a!ing long term

relation"ip wit" it cutomer6

T"-(e 999 Comparion o# o!erall awarene o# Pune and 2ol"apur repondent

T"-(e 99< Age wie awarene comparion o# Pune and 2ol"apur repondent

T"-(e 996 Attri&ute rating comparion o# Pune and 2ol"apur repondentT"-(e 99= 0u(ing intention comparion o# Pune and 2ol"apur repondent

T"-(e 9 Correct price comparion o# Pune and 2ol"apur repondent

T"-(e 9


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IN-E=

Sr no TITLE P"/e No

> E)ecuti!e Summar( ;

; O&jecti!e and cope >?

< 5eearc" Met"odolog( ,>

-ata Anal(i ' #inding , 0i&liograp"( ?

>> Anne)ure I ?D

>, Anne)ure II >

>3 Anne)ure III >>;

>; Anne)ure I+ >>


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CHAPTER 7

E?ECUTIVE SUMMERYToda(% all t"e #irm are engaged in a proce o# creating a li#etime !alue and

relation"ip wit" t"eir cutomer$ More t"an centur( ago #at"er o# our% Ma"atma

7and"i% "ad made a !iionar( and deep meaning#ul tatement at o"anne&urg% Sout"

A#rica in >D?$

.A cutomer i t"e mot important !iitor on our premie$ He i not

dependent on u$ Fe are dependent on "im$ He i not an interruption on our work$

He i t"e purpoe o# it and not an outider on our premie$ He i part o# it$ Fe are

not doing "im a #a!or &( er!ing "im$ He i doing u a #a!or &( gi!ing u t"e

opportunit( to do o/$

A Conumer6 &u(ing &e"a!ior i in#luenced &( cultural% ocial% peronal% and

p(c"ological #actor$ Cultural #actor e)ert t"e &roadet and deepet in#luence$

Gndertanding conumer &e"a!ior and .knowing cutomer/ are ne!er imple$

Cutomer ma( a( one t"ing &ut to do anot"er$ T"e( ma( not &e in touc" wit" t"eir

deeper moti!ation$ T"e( ma( repond to in#luence t"at c"ange t"eir mind at t"e lat

minute$

Telecom re4uire !er( "ea!( in!etment and it wa not poi&le #or t"e Indian

7o!ernment to organie pu&lic #unding o# t"i ector on uc" a mai!e cale$ In #act

t"e national telecom Polic( >??; etimated a reource gap o# 5$,3 corer to meet

t"e telecom target o# t"e eig"t" #i!e:(ear plan o# t"e 7o!ernment o# India >??,:?BJ$

T"e tec"nolog( t"at gi!e a peron t"e power to communication an(time an(w"ere

"a pawned an entire indutr( in mo&ile telecommunication$ India 7o!ernment

w"ile conidering t"e introduction o# cellular er!ice into t"e countr( made a

landmark deciion to introduce t"e 7SM tandard% leap#rogging o&olecent

tec"nologie9 tandard$ Alt"oug" cellular licene were o##ering onl( 7SM &aed

mo&ile er!ice$ T"e new licenee #or t"e ;t" cellular licene t"at were awarded in

ul( ,> too% "a!e opted #or 7SM tec"nolog( to o##er t"eir mo&ile er!ice$

CHAPTER :

B


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COMPANY PROFILE

To ucceed in toda(K comple)% #at c"anging market% it i not enoug" to impl( know

w"at product and er!ice people are &u(ing$ You mut know w"($ And t"atK w"ereNielen come in$ Around t"e world$$$in tore$$$at "ome$$$on t"e treet$$$we #ocu on

conumer to "elp client anwer t"eir mot preing 4uetion$ And we anwer t"oe

4uetion wit" t"e ric"et% mot compre"eni!e media and market in#ormation%pro#eional er!ice and anal(tical tool in our indutr($

More t"an an(t"ing% our client look to Nielen to "elp t"em identi#( &uine

opportunitie and create t"e &et poi&le #ramework #or ucce#ul deciion:making$

Gltimatel(% our client rel( on Nielen to "elp t"em win in t"e marketplace$ T"e( placet"eir trut in our in#ormation : uni4ue in t"e market reearc" indutr( #or it peed%

accurac(% 4ualit( and co!erage$ T"e( depend on our "ig"l( de!eloped o#tware tool and

anal(tical kill$ And t"e( count on our "ig"l( trained people to pro!ide market

knowledge% pro#eional e)pertie and marketing inig"t$

A&o!e all% t"e( rel( on u to "are t"eir paion #or growt" and ucce$ And we do%

e!er( da($ ItK t"i paion #or per#ormance : #or our client and #or our own compan( @

t"at et u apart$

The Value of Market Research

Market reearc" i a cot:e##ecti!e wa( o# #inding out w"at people t"ink% want% need or

do$ Normall( it i in#ormation una!aila&le elew"ere$ 0uinee ue market reearc" to

"elp t"em produce good and er!ice in line wit" t"eir cutomer6 need% and to e!aluate

t"e ucce o# marketing trategie$ Mot ucce#ul organiation recognie t"atinade4uate reearc" igni#icantl( increae t"e rik o# #ailure in t"e marketplace$

Social and go!ernment &odie alo ue market reearc" to gauge pu&lic opinion% a an

input to polic( generation or to meaure t"e ucce o# go!ernment communicationcampaign$

Market reearc" i e##ecti!e &ecaue &( talking to or meauring a relati!el( mall num&er

o# people (ou can #ind out a&out a muc" larger group$ Howe!er% it onl( work i# t"e

people are repreentati!e o# t"e total group o# interet% i# t"e rig"t 4uetion are aked%and i# t"e anwer are interpreted correctl($ *or t"i reaon% reearc" need to &e

conducted &( killed and e)perienced practitioner w"o can deign% conduct and deli!er

in#ormation and inig"t to t"eir cutomer$

D


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The Nielsen Code

In >?3>% Art"ur C$ Nielen% Sr$% wrote t"e Nielen Code% de#ining t"e principle t"atwould guide Nielen to glo&al leader"ip in marketing reearc"$ T"e Code remain

rele!ant toda( and continue to guide to compan( and emplo(ee practice$ T"e D pilaro# t"i code are1

Impartialit(

T"oroug"ne

Accurac(

Integrit(

Econom(

Price

-eli!er(

Ser!ice

H#$tor!

T"e Nielen Compan( ertw"ile ACNielenJ wa eta&li"ed in t"e Gnited State in

>?,3 &( Art"ur C$ Nielen% Sr$% one o# t"e #ounder o# t"e modern marketing reearc"

indutr($ Among man( inno!ation in conumer:#ocued marketing and media reearc"%

Mr$ Nielen wa reponi&le #or creating a uni4ue retail:meaurement tec"ni4ue t"at ga!eclient t"e #irt relia&le% o&jecti!e in#ormation a&out competiti!e per#ormance and t"e

impact o# t"eir marketing and ale program on re!enue and pro#it$ Nielenin#ormation ga!e practical meaning to t"e concept o# market "are and made it one o# t"ecritical meaure o# corporate per#ormance$ Mr$ Nielen alo #ounded t"e &uine known

toda( a Nielen Media 5eearc"% t"e glo&al leader in tele!iion audience meaurement

and ot"er media reearc" er!ice$

ACNielen opened it #irt international o##ice in t"e G2 in >?3? and% a#ter Forld Far II%

progrei!el( e)panded it operation in Fetern Europe% Autralia and apan$ T"ecompan( increaed it preence in Aia Paci#ic in >??; &( ac4uiring Sur!e( 5eearc"

7roup% and in t"e Middle Eat and A#rica in t"e late >?? t"roug" t"e ac4uiition o#

AME5 Forld 5eearc"$

In ,>% ACNielen &ecame part o# +NG% a world leader in marketing in#ormation%

media meaurement and in#ormation and &uine media$

In ,3% +NG announced a new organiational tructure #or +NG Marketing In#ormation

MIJ% it larget &uine group% to addre e!ol!ing client need and to create anen"anced plat#orm #or accelerated growt"$

?


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An"(!t#c"( Too($ "n) Ser2#ce$

Fe o##er a wide range o# o#tware and pro#eional er!ice t"at ena&le client to recei!e%

elect and e!aluate our market:meaurement in#ormation% integrate it wit" t"eir own dataand t"ird:part( in#ormation% and appl( it to peci#ic &uine iue and ituation$

Client can !iew and anal(e in#ormation #rom man( perpecti!e% uc" a &( peci#icproduct categorie% &( geograp"ic area or &( retail c"annel$ Fe alo organie and preent

in#ormation to uit t"e peci#ic need o# man( indi!idual in manu#acturing% er!ice and

retail organiation% including general manager% marketing pro#eional% alepro#eional% purc"ae% merc"andier and categor( manager$

D#"/no$t#c Ser2#ce$

Our conumer panel and conumer reearc" er!ice pro!ide client wit" man(

opportunitie and tec"ni4ue to e)amine trend and undertand t"e impact o# t"e market#orce t"at in#luence conumer6 purc"aing deciion$ Conumer panel link purc"aing

in#ormation to demograp"ic and pro!ide a controlled en!ironment #or e)amining

moti!ational #actor$

Our anal(tical and modelling er!ice pro!ide client wit" a range o# option to e!aluate

and undertand w"( marketing campaign ucceed or #ail% and to addre peci#ic #uture

marketing opportunitie and iue% uc" a promotion optimiation% pricing% conumertargeting and marketing mi) optimiation$

In man( market% we o##er a uite o# conumer:#ocued conumer reearc" tec"ni4ue and

er!ice t"at addre client6 uni4ue and peci#ic marketing and ale iue$

Opport*n#t! I)ent#+#c"t#on

F"ile our major client all "are a common #ocu on conumer% eac" indi!idual client"a it own ditinct et o# &uine c"aracteritic and marketing and ale concern$ Our

in#ormation and er!ice are deigned to "elp eac" client identi#( and act upon uni4ue

growt" opportunitie$

Ging a tructured and diciplined approac" to &uilding and managing long:term

relation"ip% our people work in cloe partner"ip wit" t"eir client to undertand t"eir

trategie and &uine o&jecti!e$$$ To deign t"e rig"t uite o# Nielen er!ice t"at #itt"eir need$$$ To agree on clear and meaura&le &uine o&jecti!e$$$ And to meaure t"e

reult and client6 return on t"eir in!etment$

>>


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CHAPTER ;

PRODUCT DESCRIPTION

AIRTEL

India "a leap#rogged into t"e wirele age% and i perc"ed on t"e acendanc(

o# a "uge growt" cur!e t"at etimated to cro t"e > million:u&cri&er mark &(

,> making cellular telep"on( one o# t"e &igget and #atet growing i India$

A &rie# "itor( o# cellular telep"on( worldwideJ t"e telecommunication ector

wa li&eralied in >??, and t"e 7o!ernment in!ited pri!ate ector participation in

telecommunication$ T"e w"ole countr( wa di!ided into t"e ; metropolitan citie o#

and >? telecom circle% w"ic" were roug"l( analogou wit" t"e State o# India$

Cellular Licene wa awarded to t"e pri!ate ector:#irt in t"e metropolitan citie o#

-el"i$ Mum&ai% 2olkata and C"ennai in >??; t"an in t"e >?:telecom circle in >????;% etimated a reource gap o# 5$,3 corer to meet t"e telecom target

o# t"e eig"t" #i!e:(ear plan o# t"e 7o!ernment o# India >??,:?B

Howe!er% t"e attracti!ene o# t"e Indian market did not lat !er( long% a &(

>??B:?D t"e pri!ate cellular operator were con#ronted wit" a erie o# pro&lem t"at

t"reatened t"eir !er( !ia&ilit( and ur!i!al$ A a reult o# t"i% *-I in#low into

telecom dropped "arpl(% declining &( almot ? to 5$ ,>,,$B Million in >???$

>,


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CHAPTER 8

RESEARCH METHODOLOGY

Re$e"rc% Met%o)o(o/!

M"r4et Re$e"rc% i t"e proce o# (tematicall( gat"ering% recording and anal(ing

data and in#ormation a&out customers% competitorsand t"e market$ It ue include1

Helping create a&uineplan%

Launc" a new product or er!ice%

*ine tune e)iting product and er!ice%

E)pand into new market$

Market reearc" can &e ued to determine w"ic" portion o# t"e populationwill purc"ae a

product9er!ice% &aed on !aria&le like age% gender% location and income le!el$

Market reearc" i generall( eit"er primar( or econdar($ In econdar( reearc"% t"e

compan( ue in#ormation compiled #rom ot"er ource t"at appear applica&le to a new

or e)iting product$ T"e ad!antage o# econdar( reearc" are t"at it i relati!el( c"eap

and eail( accei&le$ -iad!antage o# econdar( reearc" are t"at it i o#ten not peci#ic

to t"e area o# reearc" and t"e data ued can &e &iaed and i di##icult to !alidate$ Primar(

market reearc" in!ol!e teting uc" a #ocu group% ur!e(% #ield tet% inter!iew or

o&er!ation% conducted or tailored peci#icall( to t"at product$

>


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1. Re$e"rc% De$#/n1

5eearc" deign pro!ide t"e glue t"at "old t"e reearc" project toget"er$ A deign i

ued to tructure t"e reearc"% to "ow "ow all o# t"e major part o# t"e reearc" project ::

t"e ample or group% meaure% treatment or program% and met"od o# aignment ::

work toget"er to tr( to addre t"e central reearc" 4uetion$ I "a!e per#ormed t"e

#ollowing tep in m( project1

-ecide t"e o&jecti!e$

-etermine t"e mot uita&le met"od o# reearc"$

-etermine t"e ource o# data collection$

-ecide t"e appropriate reearc" intrument #or data collection$

-etermine t"e uita&le ample ie$

Conduct t"e #ield ur!e( #or data collection$

Proce and anal(i o# t"e data$

Preparation o# reearc" report$

>


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A reearc" deign peci#ie t"e met"od and procedure #or conducting a particular tud($

5eearc" deign can &e grouped into t"ree categorie$ In m( tud(% I "a!e ued

E)plorator( reearc" a well a -ecripti!e reearc" deign$

De$cr#pt#2e Re$e"rc%

-ecripti!e reearc" re#er to a et o# met"od and procedure t"at decri&e marketing

!aria&le$ -ecripti!e tudie portra( t"ee !aria&le &( anwering w"o% w"at% w"( and

"ow 4uetion$ T"ee t(pe o# reearc" tudie ma( decri&e uc" t"ing a conumer

attitude% intention% and &e"a!ior% or t"e num&er o# competitor and t"eir trategie$

T"i t(pe o# reearc" i undertaken to identi#( t"e caue o# omet"ing t"at i "appening$

T"e reearc" i to return ue#ul reult and o it mut compl( wit" trict reearc"

re4uirement in order to o&tain t"e mot accurate #igure9reult poi&le$

T"e deign ued in t"i tud( i decripti!e reearc"$ It i ued w"en t"e reearc"er want

to know t"e c"aracteritic o# certain group uc" a age% gender% income and occupation$

T"e met"odolog( ued i purel( .imple random ampling/ a t"e ur!e( i done &(

!iiting !ariou cutomer uc" a tudent% working women and "ouewi!e &( tra!eling

to t"e !ariou market egment$

>B


18/114

: D"t" So*rce

T"e tak o# data collection &egin a#ter a reearc" pro&lem "a &een de#ined and reearc"

deign c"alked out$ T"ere ma( &e di##erent t(pe o# data and in#ormation$ Some o# t"e

in#ormation ma( &e pu&li"ed w"ile ome i unpu&li"ed ome i relia&le data w"ile

ome ma( &e &iaed$ T"ere are e!eral wa( o# collecting t"e appropriate data% w"ic"

di##er conidera&l( in conte)t o# mone(% cot% time and ot"er reource at t"e dipoal o#

t"e reearc"er$

T!pe$ o+ D"t"

Primar( -ata$

Secondar( -ata$

T"e data collection in t"i project i Primar( -ata Collection$

; T"r/et Re$pon)ent$

Cutomer "a!ing mo&ile et and aged &etween >< @


19/114


20/114

CHAPTER 9

DATA ANALYSIS AND FINDINGS

,


21/114


22/114

*rom t"e a&o!e grap" we can o&er!e t"at% in majorit( o# "oue"old t"e deciion maker

are eit"er male or #emale "ead o# t"e "oue"old$

: E)*c"t#on o+ t%e #nter2#e'ee

E)*c"t#on Percent"/e

0$Com ,

M$Com ;

0E ,

M$Sc$ 0$ed ,

$

T"-(e 9:

C%"rt 9:

*rom t"e a&o!e grap"% we can o&er!e t"at all t"e repondent "a!e at leat completedt"eir graduation$

,,


23/114

; Occ*p"t#on o+ t%e #nter2#e'ee

Occ*p"t#on Percent"/e

Proprietor ;

Salaried ,

Houe wi#e ,

Superior le!el o##icer ,

T"-(e 9;

C%"rt 9;

,3


24/114

Ma)imum people i$ e$ ; o# inter!iewed people are proprietor$

5 A/e pro+#(e

A/e /ro*p Percent"/e

,:


25/114

8 A'"rene$$ "-o*t "#r p*r#+#er$

>$ O!erall awarene

A'"rene$$ Percent"/e

Aware

Not aware ;

T"-(e 98

C%"rt 98

,$ Awarene &( age

A/e /ro*p A'"rene$$ percent"/e

,:


26/114

:


27/114

Top o+ t%e .#n) *er! Percent"/e

Price 3

Electricit( conumption ,

Sie >

Noie

*or "ow muc" time% it "ould &e ued

How to operate

How doe it work ,

Area co!ered >

I it porta&le

0rand >

T"-(e 9

Electricit( ?

Sie

0rand ,

T"-(e 96

,B


28/114

C%"rt 96

Ot"er t"an t"e top o# t"e mind 4uer(% i# we ee 4uetion:wie% > people "a!e aked

a&out t"e price o# t"e air puri#ier% ? o# t"e people aked a&out electricit( conumption%


29/114

C%"rt 9=

6 B*!#n/ Intent#on

T#.e $p"n Percent"/e

Fit"in one mont" ,

>: mont" ,

mont":>(ear ;A#ter > (ear ,

T"-(e 97>

T"e a&o!e ta&le "ow t"at t"e ma)imum i$ e$ ; o# t"e cutomer aid t"at t"e( will

&u( t"e air puri#ier in t"e pan o# mont":> (ear a#ter t"e launc"$

,?


30/114

C%"rt 97>

= Pr#ce

" Correct pr#ce

Correct Pr#ce Percent"/e

Gp to , ,

,>:; ;

;>: 3

>:D

D>:> >

> a&o!e

T"-(e 977

T"e majorit( i$ e$ ; o# t"e people t"ink t"at t"e correct price #or an air puri#ier i 5$;>:$

3


31/114

C%"rt 977

- Too c%e"p pr#ce

Too c%e"p pr#ce Percent"/e

Gp to , ,

,>:; : 3

>:D

D>:>

> a&o!e

T"-(e 97:


32/114

C%"rt 97:

c Too epen$#2e pr#ce

Too epen$#2e pr#ce Percent"/e

Gp to ,

,>:;

;>: >

>:D ;

D>:> ,

> a&o!e 3

T"-(e 97;

; o# t"e people t"ink t"at i# it i c"arged &etween 5$ >:D t"en it i too

e)peni!e$

3,


33/114

C%"rt 97;

7> Pre+erre) '"ter p*r#+#er -r"n)

F#r$t pre+erence -r"n) Percent"/e

Eureka *or& ?2ent >

Tata Swac"

Pure It

T"-(e 975

Ma)imum i$ e$ ? people "a!e Eureka *or& a t"eir #irt c"oice i# t"e( "a!e to c"ooeamong t"e water puri#ier &rand$

33


34/114

C%"rt 975

O2er"(( pre+erence

C%"rt 978

77 Pre+erre) "#r con)#t#oner -r"n)

F#r$t pre+erence -r"n) Percent"/e

L7 ;

Samung 3

0lue Star ,

+olta >

T"-(e 978

Majorit( o# people i$ e$ ; o# people "a!e L7 a t"eir #irt pre#erence o# air conditioner

&rand #or an air puri#ier$

3;


35/114

C%"rt 979

O2er"(( pre+erence

C%"rt 97:; ,

;>: ;

>:D

D>:> ,

> a&o!e

T"-(e 97

C%"rt 9::

*rom t"e a&o!e ta&le we can o&er!e t"at ma)imum people are read( to pa( 5 ,>:; #or a +olta air puri#ier$

;


41/114

+ LG

Pr#ce Percent"/e

Gp to , >

,>:; ,

;>: :D ,

D>:>

> a&o!e

T"-(e 9:7

C%"rt 9:;

*rom t"e a&o!e ta&le we can o&er!e t"at ma)imum people are read( to pa( 5 ;>: #or an L7 air puri#ier$

;>


42/114

/ S".$*n/

Pr#ce Percent"/e

Gp to , >

,>:; 3

;>: ;

>:D >

D>:> >

> a&o!e

T"-(e 9::

C%"rt 9:5

*rom t"e a&o!e ta&le we can o&er!e t"at ma)imum people are read( to pa( 5 ;>:

#or a Samung air puri#ier$

;,


43/114

% B(*e St"r

Pr#ce Percent"/e

Gp to , >

,>:; 3

;>: 3

>:D >

D>:> ,

> a&o!e

T"-(e 9:;

C%"rt 9:8

*rom t"e a&o!e #igure we can ee t"at ame num&er o# people are read( to pa( 5 ,>:

; and 5 ;>:$ So people are read( to pa( 5 ,>: #or a 0lue Star

air puri#ier$

;3


44/114

7: T%e 2"r#o*$ op#n#on$ o+ peop(e "-o*t 2"r#o*$ -r"n)$

>$ It i a trutwort"( compan(

Br"n) A/ree Percent"/e D#$"/ree

percent"/e

Eureka #or& >

2ent > ?

Tata Swac" >

Pure It 3 B

+olta ? >L7 B 3

Samung ? >

0lue Star > ?

T"-(e 9:5

*rom t"e a&o!e ta&le% it i clear t"at Eureka *or& i t"e mot trutwort"( compan(

among water puri#ier &rand and +olta and Samung are mot trutwort"( compan(

among air conditioner &rand$

C%"rt 9:9

;;


45/114

,$ It "a er!ice tation near&(


percent"/e

Eureka #or& >

2ent , D

Tata Swac" ? >

Pure It , D

+olta >

L7 B 3

Samung ? >

0lue Star > ?

T"-(e 9:8

All t"e repondent agree t"at Eureka *or& and +olta "a er!ice tation near&($

C%"rt 9: ?

2ent , D

Tata Swac" D ,

Pure It ? >

+olta > ?

L7 , D

Samung 3 B

0lue Star >

T"-(e 9:9

Ma)imum i$ e ? people a( t"at Pure It i a low cot &rand and D people a( t"e

ame a&out Tata Swatc"$

C%"rt 9:6

;


47/114

5 It pro!ide a wide range o# product


percent"/e

Eureka #or& , D

2ent > ?

Tata Swac" 3 B

Pure It , D

+olta

0lue Star > ?

T"-(e 9:

Samung D ,0lue Star 3 B

T"-(e 9:6

Eureka #or& and L7 are t"e mot recommended &rand wit" ? o# t"e repondent

agreeing wit" it$

C%"rt 9;>

;D


49/114

$ It i an e)pert in t"i #ield


percent"/e

Eureka #or& >

2ent 3 B

Tata Swac" 3 B

Pure It >

+olta >

L7 >

Samung > 0lue Star


50/114

B$ I "a!e "ad a good e)perience wit" t"em in pat


percent"/e

Eureka #or& B 3

2ent ;

Tata Swac" >

Pure It ? >

+olta >

L7 D ,

Samung B 3

0lue Star >

T"-(e 9;>

All t"e repondent a( t"at t"e( "a!e "ad a good e)perience wit" Tata Swatc"% +olta

and Samung in pat$

C%"rt 9;:


51/114

D$ T"e er!ice in emergenc( i good9 4uick


percent"/e

Eureka #or& D ,

2ent >

Tata Swac" B 3

Pure It >

+olta D ,

L7 D ,

Samung D ,

0lue Star > ?

T"-(e 9;7

Ma)imum i$ e$ D o# t"e repondent a( t"at Eureka #or&% +olta% L7 and Samunggi!e good94uick er!ice in emergenc($

C%"rt 9;;


52/114

?$ T"ere i no mi:elling9 alwa( deli!er w"at i promied


percent"/e

Eureka #or& B 3

2ent 3 B

Tata Swac" ? >

Pure It >

+olta 3 B

L7 >

Samung D ,0lue Star , D

T"-(e 9;:

All t"e repondent agree a&out L7 t"at t"ere i no mi:elling or t"e( alwa( deli!er

w"at t"e( "a!e promied$

C%"rt 9;5


53/114

>$ It i an inno!ati!e compan(


percent"/e

Eureka #or& ;

2ent 3 B

Tata Swac" ? >

Pure It ;

+olta D ,

L7 D ,

Samung ? >0lue Star 3 B

T"-(e 9;;

Ma)imum people agree t"at Tata Swatc" and Samung &ot" are inno!ati!e compnie$

C%"rt 9;8


54/114

>>$ It &elie!e in "a!ing long term relation"ip wit" it cutomer


percent"/e

Eureka #or& >

2ent >

Tata Swac" ? >

Pure It >

+olta ? >

L7 D ,

Samung B 3

0lue Star > ?

T"-(e 9;5

All t"e repondent agree t"at Eureka #or& &elie!e in "a!ing a long term relation"ip

wit" it cutomer$

C%"rt 9;9


55/114

&o(%"p*r An"(!$#$

7 Dec#$#on M"4er #n t%e +".#(! "-o*t t%e p*rc%"$e o+ " %o.e "pp(#"nce

Dec#$#on ."4er Percent"/e

Male Head o# t"e "oue"old9"u&and D

Son9Son:in:law o# t"e "oue"old ,

Adult male9li!e alone

*emale "ead o# t"e "oue"old9wi#e

-aug"ter9daug"ter:in:law o# t"e "oue"old

Adult #emale9li!e alone

T"-(e 9;8

C%"rt 9;

Electricit( conumption 3

Sie ?

Noie ,

*or "ow muc" time% it "ould &e ued

How to operate ;

How doe it work ,

Area co!ered

>


62/114


63/114

6 B*!#n/ Intent#on

Per#o) Percent"/e

Fit"in one mont" >: mont" ,

mont":>(ear ,

A#ter > (ear ;

Ne!er &u( ,

T"-(e 955

Fe can o&er!e t"at t"ere are , o# t"e repondent w"o a( t"at t"e( will ne!er &u( an

air puri#ier$ So t"ere i D acceptance o# an air puri#ier in 2ol"apur$

C%"rt 959

3


64/114

= Pr#ce

>$ Correct Price1

Pr#ce Percent

Gp to , >

,>:; : >

>:D >

D>:> >

> a&o!e >

T"-(e 958

!

C%"rt 95

,>:; , : ; >

>:D 3 >

D>:> > >

> a&o!e >

T"-(e 9

*rom t"e a&o!e ta&le we can conclude t"at Pune repondent are read( to pa( a "ig"er

price #or an air puri#ier i$ e$ 5 ;>: w"erea it i 5 ,>:; in cae o#

2ol"apur$

C%"rt 99;

D3


84/114

8 Pre+erre) -r"n)$

F#r$t c%o#ce -r"n)$ ".on/ '"ter p*r#+#er$

Percent"/e

Br"n) P*ne &o(%"p*r

Eureka *or& ?

Tata Swac" ,

Pure It 3

T"-(e 9


85/114

F#r$t c%o#ce -r"n) ".on/ "#r con)#t#oner$

Percent"/e

Br"n) P*ne &o(%"p*r

+olta > ;

L7 ; ;

Samung 3 >

0lue Star , >

T"-(e 9


86/114

CHAPTER $ -uration o# t"e project wa not enoug" to make a concluion on uc" a !at u&ject$Time contraint "a!e &ecome a &ig limitation$

,$ T"e ample ie &eing taken #or drawing t"e concluion wa too mall to get anaccurate reult$

3$ 2nowledge o# people a&out t"e product% t"at i t"e air puri#ier wa not up to t"e markto deri!e meaning#ul concluion$

;$ E!en t"oug" t"e ample are geograp"icall( pread wit"in Pune and 2ol"apur cit(%

ince t"e ample ie i too mall% o all t"e geograp"ical area are not co!ered in t"eample$

$ T"e ample o# , repreent t"e w"ole population$

,$ T"e in#ormation gi!en &( t"e cutomer i un&iaed$

DB


88/114

CHAPTER 6

CONCLUSION

DD


89/114

Conc(*$#on

5eearc" i aid to &e t"e journe( #rom known to unknown$ T"i journe( tarted wit"o&er!ation and identi#ication o# t"e le!el o# awarene o# air puri#ier among t"e

a##luent cla Indian cutomer and dealer o# conumer dura&le$ T"e concluion drawn

are a #ollow1

>$ O!erall :: #or an air puri#ier$

$ In cae o# t"e water puri#ier &rand% t"e mot pre#erred &rand o# t"e air puri#ier among

t"e target cutomer i Eureka *or&$

B$ In cae o# t"e water air conditioner &rand% t"e mot pre#erred &rand o# t"e air

puri#ier among t"e target cutomer i L7 and Samung$

D$ 2ent i t"e leat pre#erred water puri#ier &rand #or an air puri#ier among t"e a##luentcla cutomer and conumer dura&le dealer$

?$ 0lue Star i t"e leat pre#erred water air conditioner &rand #or an air puri#ier among

t"e a##luent cla cutomer and conumer dura&le dealer$

>$ T"e awarene a&out an air puri#ier in Pune i more t"en t"at o# in 2ol"apur$

>>$ T"ere i more acceptance le!el in Pune >J t"en in 2ol"apurDJ$

>,$ People in Pune are read( to pa( a "ig"er price t"en t"e people in 2ol"apur$

>3$ Eureka *or& i not a muc" liked in 2ol"apur a it i in Pune$

D?


90/114

CHAPTER =

SUGGESTIONS

?


91/114

S*//e$t#on$

>$ Motl( t"e male or #emale "ead o# t"e #amil( are t"e deciion maker in t"e purc"ae

o# "ome appliance% o w"ile marketing t"e air puri#ier% companie "ould target male

or #emale "ead o# t"e #amil($

,$ Companie "ould ad!ertie t"e product uing man( media o a to make t"e

cutomer aware o# t"e air puri#ier$ Gnle t"e people are aware% t"e( will not en4uirea&out it to t"e dealer and unle t"e dealer get an( en4uir( #rom cutomer% "e will

not tock it$

3$ To get t"e &et repone #rom t"e cutomer% Eureka *or& among t"e water puri#ier

&rand and L7 among t"e air conditioner &rand "ould launc" t"eir air puri#ier$

;$ T"e price o# t"e dometic air puri#ier "ould &e kept in t"e range o# 5$ ;>:$


92/114

CHAPTER 7>

BIBLIOGRAPHY

?,


93/114

B#-(#o/r"p%!

Online 5eource:

www$nielen$com

www$wikipedia$com

www$all&rand$com

www$4uer(cat$com

www$"ome:air:guide$com

www$allerg(ecape$com

0ook:

Marketing 5eearc" @ 5ajendra Nargungkar

?3
http://www.nielsen.com/http://www.wikipedia.com/http://www.allbrands.com/http://www.querycat.com/http://www.home-air-guide.com/http://www.nielsen.com/http://www.wikipedia.com/http://www.allbrands.com/http://www.querycat.com/http://www.home-air-guide.com/


94/114

CHAPTER 77

ANNE?URE I

?;


95/114


96/114

I# education &elow 7raduation and deignation &elow uper!ior t"en CLOSE t"e

inter!iewJ

S53 Co*() !o* p(e"$e te(( .e !o*r "/e

Age1

I# age i &elow ,< or a&o!e


97/114

: Br"n)

;3

A3 Epo$e t%e. to t%e concept o+ "n "#r p*r#+#er "n) (et t%e. "((o' to "$4

*e$t#on$ '%#(e (oo4#n/ "t t%e concept c"r)*er! 7

*er! :

*er! ;

*er! 5

*er! 8

S%o' C"r)

B3 Co*() !o* p(e"$e r"te "n "#r p*r#+#er on t%e +o((o'#n/ "ttr#-*te$, on t%e $c"(e

o+ 7J8, '%ere 7 $t"n)$ +or t%e (e"$t r"t#n/ "n) 8 $t"n)$ +or t%e .o$t

Sr no Attr#-*te Le"$t I.p Mo$t I.p

7 U$e+*(ne$$ 7 : ; 5 8

: E$$ent#"( 7 : ; 5 8

; Accept"nce 7 : ; 5 8

5 Pro)*ct +or

peop(e (#4e .e

7 : ; 5 8

C3 A+ter t%e ("*nc% o+ t%#$ pro)*ct, '%en )o !o* t%#n4 !o* '#(( -*! #tK $toc4 or

not

-a(

Mont"

Year

?B


98/114

D3

7 %"t )o !o* t%#n4 $%o*() -e t%e correct pr#ce o+ t%#$ pro)*ct

: %"t )o !o* t%#n4 $%o*() -e t%e .#n#.*. pr#ce o+ t%#$ pro)*ct -e(o' '%#c%#+ #t #$ pr#ce), t%en !o* '#(( t%#n4 t%"t #t #$ too c%e"p

; %"t )o !o* t%#n4 $%o*() -e t%e ."#.*. pr#ce o+ t%#$ pro)*ct "-o2e

'%#c% #+ #t #$ pr#ce), t%en !o* '#(( t%#n4 t%"t #t #$ too epen$#2e

Pr#ce R"n/e Correct Pr#ce Too C%e"p Too Epen$#2e

53

A3 O*t o+ t%e +o((o'#n/ co.p"n#e$, c"n !o* p(e"$e te(( .e !o*r

"3 +#r$t c%o#ce

-3 $econ) c%o#ce

c3 t%e -r"n) t%"t !o* 'o*() ne2er -*!

'%#(e -*!#n/ "n "#r p*r#+#er

Sr

no

Br"n) C%o#ce

7 E*re4" For-e$

: &ent

; T"t" S'"c%%

5 P*re #t

B3 O*t o+ t%e +o((o'#n/ co.p"n#e$, c"n !o* p(e"$e te(( .e !o*r

)3 +#r$t c%o#ce

e3 $econ) c%o#ce

+3 t%e -r"n) t%"t !o* 'o*() ne2er -*!

'%#(e -*!#n/ "n "#r p*r#+#er

Sr

no

Br"n) C%o#ce

9 LG

< S".$*n/

?D


99/114

6 B(*e $t"r

Vo(t"$

C3 %"t pr#ce "re !o* re")! to p"! +or t%e +o((o'#n/ -r"n)$

Sr

no

Br"n) Pr#ce

7 E*re4" For-e$

: &ent

; T"t" S'"c%%

5 P*re #t

8 Vo(t"$

9 LG

< S".$*n/

6 B(*e $t"r

S%o' C"r)

83 T%ere "re $o.e $t"te.ent$ /#2en -e(o' "(on/ '#t% $o.e co.p"n! n".e$

P(e"$e te(( .e t%e co.p"n! n".e$ t%"t !o* re("te '#t% " p"rt#c*("r $t"te.ent

0MA3

Sr

no

St"te.ent E*re4"

For-e$

&

en

t

T"t"

S'"c%

%

P*re

#t

Vo(t"$ LG S".$*n/ B(*e

St"r

> It i not a

trutwort"(

compan(

, It doe not

"a!e er!icetation

near&(

3 5ate are

!er( "ig"

; It doe not

pro!ide a

wide range o#

product

< People do not

recommend it

It i not an

e)pert in t"i#ield

B I "a!e a &ad

e)perience

??


100/114

wit" t"em in

pat

D T"e er!icein emergenc(

i &ad9 low

? T"ere i mi:

elling9 ne!erdeli!er w"ati promied

> It i not an

inno!ati!ecompan(

>> It doe not&elie!e in

"a!ing long

termrelation"ip

wit" itcutomer

93 T%ere "re $o.e $t"te.ent$ /#2en -e(o' "(on/ '#t% $o.e co.p"n! n".e$

P(e"$e te(( .e t%e co.p"n! n".e$ t%"t !o* re("te '#t% " p"rt#c*("r $t"te.ent

0MA3

Sr

no

St"te.ent E*re4"

For-e$

&

en

t

T"t"

S'"c%

%

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CHAPTER 77

ANNE?URE II

>,


103/114

-ealer uetionnaire

Screener Inter!iew

Name o# t"e dealer6 "owroom1

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104/114

Main Inter!iew

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108/114

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109/114

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110/114

CHAPTER 77

ANNE?URE III

>>


111/114

S"ow Card

>>>


112/114

CHAPTER 77

ANNE?URE IV

>>,


113/114

Concept C"r)A#r P*r#+#er

An "#r p*r#+#eri a de!ice w"ic" remo!e contaminant

#rom t"e air$ T"ee de!ice are &ene#icial to allerg(u##ererand at"matic% and at reducing or eliminating econd:"and

to&acco moke$

-ut%pollen% pet dander% moldpore% and dut mite#ece

can act a allergen% triggering allergiein eniti!e people$

Smokeparticleand !olatile organic compound+OCJ can

poe a rik to "ealt"$

Air puri#ier are capa&le o# capturing a greater num&er o#

&acterial% !iru% and -NA damaging particulate$ It aloincreae t"e le!el o# o)(gen in t"e air$

Air Puri#ier concept

>>3
http://en.wikipedia.org/wiki/Contaminanthttp://en.wikipedia.org/wiki/Allergyhttp://en.wikipedia.org/wiki/Asthmahttp://en.wikipedia.org/wiki/Second-hand_smokehttp://en.wikipedia.org/wiki/Second-hand_smokehttp://en.wikipedia.org/wiki/Pollenhttp://en.wikipedia.org/wiki/Danderhttp://en.wikipedia.org/wiki/Moldhttp://en.wikipedia.org/wiki/Sporehttp://en.wikipedia.org/wiki/Dust_mitehttp://en.wikipedia.org/wiki/Feceshttp://en.wikipedia.org/wiki/Allergenshttp://en.wikipedia.org/wiki/Allergieshttp://en.wikipedia.org/wiki/Particulatehttp://en.wikipedia.org/wiki/Volatile_organic_compoundhttp://en.wikipedia.org/wiki/Contaminanthttp://en.wikipedia.org/wiki/Allergyhttp://en.wikipedia.org/wiki/Asthmahttp://en.wikipedia.org/wiki/Second-hand_smokehttp://en.wikipedia.org/wiki/Second-hand_smokehttp://en.wikipedia.org/wiki/Pollenhttp://en.wikipedia.org/wiki/Danderhttp://en.wikipedia.org/wiki/Moldhttp://en.wikipedia.org/wiki/Sporehttp://en.wikipedia.org/wiki/Dust_mitehttp://en.wikipedia.org/wiki/Feceshttp://en.wikipedia.org/wiki/Allergenshttp://en.wikipedia.org/wiki/Allergieshttp://en.wikipedia.org/wiki/Particulatehttp://en.wikipedia.org/wiki/Volatile_organic_compound


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-ometic Air Puri#ier

market mapping study of domestic air purifiers in india_shruti deshmukh

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