A MARKET Survey ON CONSUMER USAGE AND SATISFACTION

REGARDING WHIRLPOOL REFRIGERATOR

IN CHINNAMANUR TOWN

A Report Submitted to Madurai Kamaraj University in Partial fulfillment

Of the Requirement for the Award of Degree

BACHELOR OF BUSINESS ADMINISTRATION

By

G.AYYAPPAN

[Reg.No :A9218159]

Under the Guidance & Supervisor of

Mr.S.FAIZ AHAMED M.Com.,M.Phil.,PGDCA., P.hd

DEPARTMENT OF BUSINESS ADMINISTRATION

HAJEE KARUTHA ROWTHER HOWDIA COLLEGE,

UTHAMAPALAYAM – 625 533.

FEBRUARY – 2012

Mr.S.FAIZ AHAMED M.Com.,M.Phil.,PGDCA., P.hd

Lecturer in Business administration

Department of Business administration,

Hajee Karutha Rowther Howdia College,

Uthamapalayam – 625 533.

CERTIFICATE

This is to certify that “A Market Survey On Consumer Usage And Satisfaction

Regarding Whirlpool Refrigerator In Chinnamanur Town” submitted to Madurai

Kamaraj University, Madurai – 21 in partial fulfillment of the requirement for the

award of Degree Bachelor of Business Administration is a genuine work done by

G.AYYAPPAN, [Reg.No :A9218159]under my supervision and Guidance.

Head of the Department Faculty Guide

Viva-Vorce examination was conducted on ……………… at Hajee Karutha

Rowther Howdia College, Uthamapalayam – 625 533.

External Examiner

G.Ayyappan

Bachelor of Business Administration

Department of Business Administration

Hajee Karutha Rowther Howdia College,

Uthamapalayam – 625 533.

DECLARATION

I,G.Ayyappan,[Reg.No : A9218159], declare that the “A Market Survey On

Consumer Usage And Satisfaction Regarding Whirlpool Refrigerator In Chinnamanur

Town” submitted for the Degree of Bachelor of Business Administration is my

genuine work done to the extend my knowledge.

Date : Signature,

Place : Uthamapalayam [G.AYYAPPAN]

ACKNOWLEDGEMENT

First of all I wish to thank Hajee M.SHEIK MOHIDEEN, President of our

College.

Our Sincere thanks to Hajee.DHARVESH MOHIDEEN, B.Sc., Secretary

and Correspondent of our College, who gave me a good life through admitting in our

college.

I take this as a get great opportunity to express my heartful thanks to the

management committee and our principal Hajee.DR.M.HOWDH MOHIDEEN,

M.A., M.Phil., Ph.D.,

I would also like to express my sincere thanks to Associate professor and

Head of the department MR.A.ABDUL HAKEEM M.Com., M.Phil.,Ph.D.,

department of Business Administration who encouraged me to do this report.

I also thank to my guide Mr.S.FAIZ AHAMED

M .Com.,M.Phil.,PGDCA., Ph.D., who gave me this valuable guidance and

helped me to finish this project report successfully.

I also thank all the staff members of the department of business administration

for their support in completing this project.

I also express my thanks to my parents and Friends who helped me to complete

this project. I also thank all the faculty of department of the business Administration

for their support in completing this project.

G.AYYAPPAN

(Reg No: A9218159)

CONTENTS

Chapter. No Description Page no.

1 Introduction 1

2 Company profile 3

3 Objectives of the study 10

4 Product profile 11

5 Research methodology 14

6 Data Analysis and Interpretation 18

7 Findings 46

8 Suggestions 48

9 Limitations 49

10 Conclusion 50

11 Bibliography 51

12 Questionnaire -

List of the table

Table. No

Name of The Tables Page No.

1 Number of respondents using refrigerator 18

2 Brand of refrigerator purchased by respondents 20

3 Purpose of purchase whirlpool refrigerator 22

4 Media influence to purchase whirlpool refrigerator 24

5 Period of using whirlpool refrigerator 26

6 Opinion about the quality of whirlpool refrigerator 28

7 Purchasing place of whirlpool refrigerator 30

8 Guarantee provided by the product 32

9 Availability of service centre 34

10 Duration of guarantee period 36

11 Opinion of the service 38

12 Recommend this to other or not 40

13 Type of model recommend by respondents 42

14 Satisfaction of the product 44

List of the chart

Chart. No Name of The Charts Page No.

1 Number of respondents using refrigerator 19

2 Brand of refrigerator purchased by respondents 21

3 Purpose of purchase whirlpool refrigerator 23

4 Media influence to purchase whirlpool refrigerator 25

5 period of using whirlpool refrigerator 27

6 Opinion about the quality of whirlpool refrigerator 29

7 Purchasing place of whirlpool refrigerator 31

8 Guarantee provided by the product 33

9 Availability of service centre 35

10 Duration of guarantee period 37

11 Opinion of the service 39

12 Recommend this to other or not 41

13 Type of model recommend by respondents 43

14 Satisfaction of the product 45

CHAPTER-I

INTRODUCTION

Today’s business environment demands that every businessman possess a

wide range of knowledge, skills and competencies as well as sound understanding of

management processes and functions. Managers need to be able to make best use of

their time and talents and of other people’s, and to work with and through others to

achieve corporate objectives. They also need to demonstrate a full understanding a

full understanding of business environment and of their organization’s key resources.

Its people, finance and information amongst these key resources, the people factor is

considered to be the most valuable asset for any organization. These people i.e.

employees of the organization are the internal customers of that organization who are

as important as the external customers.

Earlier business was conducted with a sole objective of earning profits. But

now due to intense competition and changing market trends the focus of the

organizations has shifted to customer satisfaction; satisfaction of both internal and

external customers. External customers can be satisfied by providing them what they

want in a product.

1

To satisfy the internal customers, organizations adopt the method of providing

the ‘quality of life’.

Satisfactions are the persons feeling of pleasure or disappointment resulting

from comparing a product perceived performance (income) relation to his/ her

expectation. If the performance falls short of expectation the customer is dissatisfied.

If the performance matches the expectation the customer is satisfied if the

performance exceeds the expectation the customer is highly satisfied or delighted

many companies are aiming for high satisfaction because they are much ready to

switch.

Buyer’s expectation formed on the basis of past buying experience, friend and

the associate advice and the marketers and the competitor’s information and promises.

If marketers raise expectation two high, the buyer is likely to be disappointed. Even if

the company sets expectation should match the performances.

A customer is the most important person ever in any company.

A customer never depends on company, but the company depends on

him.

A customer is the person who brings company his wants.

A customer is not a interruption of marketers work he is the purpose

of it.

2

CHAPTER-II

COMPANY PROFILE

Founder of the company:

Description of the company:

Whirlpool Corporation

Type Public

Traded as NYSE: WHRS&P 500 Component

Industry Major appliancesSmall appliances

Founded St. Joseph, Michigan (1911)

Founder(s) Louis UptonEmory Upton

3

Headquarters Benton Charter Township, Michigan, United States

Area served Worldwide

Key people Jeff M. Fettig(Chairman and CEO)

Products Clothes washers and dryers,refrigerators, freezers,dishwashers, ranges,compactors, air conditioners,microwave ovens, counter top appliances.

Revenue  US$ 18.366 billion (FY 2010)

Operating income

 US$ 1.008 billion (FY 2010)

Profit  US$ 619 million (FY 2010)

Total assets  US$ 15.584 billion (FY 2010)

Total equity  US$ 4.320 billion (FY 2010)

Employees 71,000 (FY 2010)

Website www.whirlpoolcorp.com

4

Logo of the company:

Corporate Address:

M/sWhirlpoolofIndiaLtd. Whirlpool House

lotNo.40,Sector44, Gurgaon–122002 

Haryana Tel.:PH-91-124-4591300

Fax-91-124-4591301 

The parent company(whirlpool corporation) is headquartered at Benton

Harbor,Michigan,USA with a global presence in over 170 countries and

manufacturing operation in 13 countries with 11 major brand names such as

Whirlpool,kitchenAid,Roper,Estate,Bauknecht,laden and Ignis. The company boasts

of resources and capabilities beyond achievable feat of any other in the industry.

Whirlpool Corporation (NYSE:WHR) is fortune 500 company and a global

manufacturer and marketer of major home appliances, with annual sales of

approximately S18 billion more than 73,000 employees, and more than 70

manufacturing and technology research centers around the world. After acquiring the

may Tag Corporation on March 31, 2006, Whirlpool Corporation became the largest

home appliance maker in the world.

Whirlpool initiated its international expansion in 1958 by entering

brazil.however; it emerged as truly global leader in the 1980’s.

5

This encouraging trend brought the company to India in the last 1980s.it

forayed into the market under a joint venture with TVS group and established the first

whirlpool manufacturing facility in Pondicherry.Soon whirlpool acquired kelvinator

India limited in 1995 and marked an entry into Indian refrigerator as well.

The same year also saw acquisitions were merged to create Indian

subcontinent to washing machines, refrigerator, microwave ovens and air

conditioners.Today, whirlpool is the most recognized brand in home appliances in

India and holds a market share of over 25%.

Whirlpool Corporation has seven employee-run diversity networks that are

involved with business, employee, and community projects to address the needs of the

groups they represent. These diversity networks are The Women's Network (TWN),

the Native American Network (NAN), the Whirlpool African American Network

(WAAN), The Pride Network (PRIDE), the Whirlpool Asian Community (WAC), the

Whirlpool Hispanic Network (WHN), and the Young Professionals Network (YP).

Whirlpool received a 100% rating on the Corporate Equality Index released by

the lesbian, gay, bisexual, and transgender (LGBT) equal rights

organization Campaign starting in 2004, the third year of the report.

Charity work:

Whirlpool Corporation is a principal supporter of Habitat for Humanity,

a nonprofit organization dedicated to building low-cost, affordable housing.

6

The company's commitment to Habitat for Humanity has exceeded $34

million and it has donated more than 73,000 appliances for Habitat homes.

The company plans to support every Habitat home built globally by 2011,

either through product donations, cash, or home sponsorship.

In June 2005, Habitat for Humanity held its annual Jimmy Carter Work

Project in Benton Harbor, Michigan. This week-long effort culminating in the

completion of more than 230 houses in Michigan. Whirlpool was the lead sponsor for

the build and 270 Whirlpool employees from 19 nations worked together to build 10

houses during the week.

In 2006, more than 20 Whirlpool India employees participated in the week-

long Jimmy Carter Work Project (JCWP) in India, which resulted in the completion of

100 homes in a village near Mumbai. In 2005, Whirlpool India began a partnership

with Habitat for Humanity India. Volunteers from Whirlpool participated in the build

organized by Habitat for Tsunami victims in the southern part of India.

In November 2006, Whirlpool started the annual Building Blocks program,

designed to raise awareness and help eliminate substandard housing in the United

States. Each year the program recognizes an outstanding U.S. Habitat for Humanity

affiliate and its relationship with its local community by holding a week-long build in

the affiliate’s community. The program kicked off in Nashville, Tennessee, in 2006

when Whirlpool united 100 local residents with 100 Whirlpool employees and

volunteers from 100 Habitat affiliates.

7

These 300 volunteers built 10 homes on one block from Nov. 5-10, 2006.

Whirlpool built nine homes near Phoenix, Arizona, in May 2007, and nine more

homes in Dallas, Texas in October 2008. The 2009 build is set to begin August 31 in

Atlanta, Georgia.

2009: Whirlpool was voted Product of the Year and received the award for

the 'Best Innovative Product' in the popular refrigerators category. This was based on

40,000 consumers across 36 towns in India voting Whirlpool Frost Free Refrigerators

with 6th sense as the Best Innovation in the Popular Refrigerator Category.

2009: Hewitt ‘Best Employers in India’ 2009 Study

2008: Whirlpool brand was named one of the 10 top greenest brands by U.S.

consumers, according to a 2008 Brand Week magazine survey.

Sustainability Leadership Recognition

Whirlpool brand was named one of the 10 top greenest brands by U.S. consumers,

according to a 2008 Brand Week magazine survey.Named one of the “Top 20 Global

Companies for Leaders” by FORTUNE magazine for focus on developing leaders

within the company

1957: The Company was rechristened as ' The Whirlpool Corporation.'

8

1987: Whirlpool tied-up with Sundaram Clayton Ltd. of India to form TVS Whirlpool

Ltd.

1993: First time Whirlpool became the No.1 stand-alone brand in UK, Ireland,

Netherlands and Belgium

1995: Whirlpool Corp. acquired majority of stake in the TVS Whirlpool Ltd. The DC

manufacturing facility of Kelvinator India was also acquired.

1998: This year gave birth to a new company vision that says, "Every Home

Everywhere with Pride, Passion & Performance."

1999: Whirlpool of India crossed the milestone of 1 million sales of appliances.

2003: A new mission statement of "Everybody creating loyal customers for life" was

adopted.

9

CHAPTER-IV

OBJECTIVES OF THE STUDY

1. To study about the customer satisfaction level

2. Proper understanding and analysis of the Whirlpool India Ltd.

3. To study the brand image of Whirlpool India Ltd.

4. Proper understanding of promotional tools prevailing in the company

5. To know the strength, weakness, opportunities and threat of Whirlpool India Ltd.

6. To study Whirlpool and it’s competitors.

7.To study the various marketing strategies adopted by whirlpool.

8.To study the overview of whirlpool company or organization.

9.To gain the knowledge about the company and the marketing of its products.

10.To study the information about the competitors in the industry and how they are

competing them by modern technology.

11.To study the availability of the product in the market as same in the city areas.

12.To study about the local agents and their supply of the recent models.

13.To study about the reason of homemakers take in choosing them for their homes.

14.To study about the relationship between whirlpool and the people.

15. To suggest the ways to promote Whirlpool India Ltd.

10

CHAPTER-V

PRODUCT PROFILE

Names of the Products in refrigerators:

Direct cool

Frost control

Frost free

Fusion 24 premier

Professional 410 Liter

Trivia

Freeze-dried ice cream was developed by Whirlpool Corporation under contract to NASA for the Apollo missions.

Major brands:

 

 3 Doors

3 separate zones for systematic and odor free storage of frozen food, fresh food & vegetables separately

  Freshness Booster System

FBS or Freshness Booster System keeps vegetables fresh for long. FBS is equipped with :

1. D-Oxidizer that reduces excess oxygen to prevent vegetables from spoiling, 2.

Humidity lock compartment that retains Humidity to enhance freshness, 3. Air Booster

System that enhances air circulation and maintains ideal cooling conditions.

  Deodorizer

The Deodorizer completely absorbs all the malodor and maintains a fresh and

hygienic environment in the refrigerator.

11

  Choco Box

A space especially designed to store treats for your kids'' sweet tooth and yours too

.

  Eco Friendly refrigerator

This refrigerator comes loaded with thoughtful innovations that help the

environment in many ways. Separate doors for each zone to access only what you

want. Eco & auto power mode to save electricity. Thicker, better insulated door

retains cooling during power cuts to save energy

  

Ice Twister

Taking out cubes from the tray is more a wrestling effort. Thanks to ice twister, you

can take out ice cubes with just a twist of ice tray.

  Toughened glass shelf

Aesthetically designed to survive any form of spills with the advantage of easy clean up, the

toughened glass shelves can withstand weight up to 90Kgs. So that you can store heavy utensils

without a worry!

  Air Booster System

  large(34L) and separate Vegetable Drawer

Carefully designed, the convenient drawer format has 34L spacious storage capacity

to provide maximum storage and freshness for vegetables and fruits.

12

ABS or Air Booster System creates just the right temperature in each of the three zones. This

provides fresher cooling experience 24X7. It gives up to 30% faster Ice making and bottle

cooling.

  Cosmetic Box

To store your expensive cosmetics and prevent them from spoiling

  Glass holder

A unique holder that takes care of your glasses and bottles while ensuring the

liquid doesn’t spill over.

  Chiller

A chiller that can store up to 5 bottles.

  Ice Collector

A box placed below the Ice Twister used to collect the ice.

Support and Service Export:

Whirlpool India is also one of the largest exporters of home appliances from India.

We have three World class factories manufacturing a wide range of Refrigerators and

Washing Machines Our appliances are exported all over the globe from Australia & New

Zealand in the East right up to Central America and the Caribbean islands in the West. Apart

from our World Class factories, Whirlpool has also set up its Global Product Development

Centers in India where hundreds of engineers and technicians are working round the clock,

developing product designs for the entire Whirlpool world.

13

CHAPTER-V

RESEARCH METHODOLOGY

The essential purpose of marketing research is to provide information, which

will facilitate the identification of an opportunity or problem situation and managing

the best possible decision when such situations are encountered.

Research methodology is a basic plan, which guides the data collections and

analysis phases of the research project. It is a framework, which specifies the type

course of the data and the data collection periods

DATA COLLECTION:

The task of data collection begins after a research problem has been defined

and research design (or) plan is prepared. While deciding about the method of data

collection to be used for the study, the researcher should keep in mind two types of

data namely,

1. Primary data

2. Secondary data

1. PRIMARY DATA:

Primary data are those, which are collected for the time, and they are original in

character. They are primary data collected by the investigator himself to study any

particular problem.

2. SECONDARY DATA:

Secondary data are those which are already collected by someone for some

purpose and are available for the present study.

14

For instance, the data collected during census operations are primary data to

the department of census and the same data, if used by a research worker for some

study, are secondary data. Our sample survey is based on Primary data.

SAMPLING

In our every day life, we have been using sampling theory without knowing

about, for example, a house wife tests a small quantity of rice to see whether it has

been well-cooked, but will not inspect all the rice. Another example a grain merchant

does not examine each grain of what he purchases, similarly a fruit merchant does not

inspect each fruit, but inspects only a few of them.

By inspecting a few, they simply believe that the samples give a correct idea

about the population. Most of our decisions are based on the examination of a few

items only that is sample studies.

Sampling means “where only a few units of population under study are

considered for analysis is called sampling”.

Sample unit:

I chose my sampling area at chinnamanur town for market survey of the

Whirlpool Refrigerator.

SAMPLING TECHNIQUES:

Sampling technique is a process of analyzing the selected data tool to collect

the data such as sampling.

15

METHODS OF SAMPLING:

There are many methods of sampling the various methods can be Grouped

under two groups.

1. Random Sampling

2. Non-random Sampling

1. Random sampling:

A random sample is one where each item in the universe has an equal chance

of known opportunity of being selected.

2. Non random sampling:

It gives biased information because no importance has been given to each and

every unit of the universe.

I have used random sampling techniques to collect the samples. In random

sampling, I prefer to use “stratified random sampling”.

Stratified random sampling:

When the population is heterogeneous or of different segments or strata with

respect to the variable or characteristic under study, then it is stratified. First the

population is divided into a number of sub-groups or strata each stratum is

homogeneous. A sample is drawn from stratum at random.

Questionnaire:

A questionnaire consisting of a list of enquiry is prepared.

16

Sampling Plan:

What sampling unit should be studied?

What should be the sample size?

What sampling procedure should be used?

What contact method should be use?

Sample Size:

The sample size taken for the survey is 100 respondents.

Tools used for analysis:

The collected data were interpreted using percentage analysis method.

17

CHAPTER-6

Table-1

Number of respondents using Refrigerator

Sl No Particulars No. of. Respondents Percentage

1. Yes 65 65

2. No 35 35

Total 100 100

Source:Primary Data

Among 100 Respondents

65% of Respondents are Using Refrigerators

35% of Respondents are Not Using Refrigerators

18

CHART-1

19

Table-2

Brand of Refrigerator purchase by respondents

Sl.No Particulars No.of.Respondents Percentage.

1. Whirlpool 40 65

2. Samsung 15 21

3. LG 5 7

4. Godrej 5 7

Total 65 100

Source:Primary Data

Among 65 Respondents

65% of respondents are using whirlpool refrigerators

21% of respondents are using Samsung refrigerators

7% of respondents are using LG refrigerators

7% of respondents are using Godrej refrigerators

20

CHART-2

21

Table-3

Purpose of purchase

Sl.No Particulars No.of.RespondentsPercentages

1. Name 5 8

2. Price 20 32

3. Quality 35 52

4. All the above 5 8

Total 65 100

Source:Primary Data

Among 65 Respondents

8% of respondents are using whirlpool refrigerators for brand name

32% of respondents are using whirlpool refrigerators for reasonable price

52% of respondents are using whirlpool refrigerators for quality

8% of respondents are using whirlpool refrigerators for all the above reason.

22

CHART-3

23

Table-4

Media Influence to purchase the Refrigerator

Sl.No Particulars No.of.Respondents Percentage.

1. TV 30 46

2. Radio _ _

3. Magazine 15 23

4. Others 20 31

Total 65 100

Source:Primary Data

Among 65 Respondents

46% of respondents are influenced by TV.

0% of respondents are influenced by Radio.

23% of respondents are influenced by Magazine.

31% of respondents are influenced by others.

24

CHART - 4

25

Table-5

Period of using Whirlpool refrigerator

Sl.No Particulars No.of.Respondents Percentages.

1. 1 year 10 15

2. 3 year 10 15

3. 4 year 10 15

4. More than 5 year 35 55

Total 65 100

Source:Primary Data

Among 65 Respondents

15 % of respondents are using Whirlpool refrigerator for 1 year

15% of respondents are using Whirlpool refrigerator for 3 year

15% of respondents are using Whirlpool refrigerator for 4 year

55% of respondents are using Whirlpool refrigerator for more than 5

years.

26

CHART-5

27

Table-6

Opinion about the quality of the product

Sl.No Particulars No.of.Respondents Percentages

1. Good 30 48

2. Better 25 36

3. Excellent 10 16

4. Bad 0 0

Total 65 100

Source:Primary Data

Among 65 Respondents

48% of respondents say’s good.

36% of respondents say’s better.

16% of respondents say’s excellent.

0% of respondents say’s bad.

28

CHART – 6

29

Table-7

Purchasing place of whirlpool Refrigerator

Sl.No Particulars No.of.Respondents Percentages

1. Retail shop 25 38

2. Wholesale 40 62

Total 65 100

Source:Primary Data

Among 65 Respondents

38% of respondents say’s purchase whirlpool refrigerator from

retailer.

62% of respondents say’s purchase whirlpool refrigerator from

wholesalers.

30

CHART - 7

31

Table-8

Guarantee provided by the product

Sl.No Particulars No.of.Respondents Percentages

1. Yes 65 100

2. No - -

Total 65 100

Source:Primary Data

Among 65 Respondents

100% of Respondents agree the guarantee provided by the whirlpool

refrigerator.

32

CHART - 8

33

Table-9

Availability of Service Centre

Sl.No Particulars No.of.Respondents Percentages

1. Yes 60 92

2. No 5 8

Total 65 100

Source:Primary Data

Among 65 Respondents

92% of Respondents get the service center facility in their place

8% of Respondents didn’t get the service centre facility in their place.

34

CHART - 9

35

Table-10

Duration of Guarantee Period

Sl.No Particulars No.of.Respondents Percentages

1. 1 year 35 55

2. 3 year 20 30

3. 5 year 10 15

Total 65 100

Source:Primary Data

Among 65 Respondents

55% of Respondents have 1 year guarantee.

30% of Respondents have 3 year guarantee.

15% of respondents have 5 year guarantee.

36

CHART-10

37

Table-11

Opinion of the Service

Sl.No Particulars No.of.Respondents Percentages

1. Good 25 38

2. Not bad 35 54

3. Better 5 8

Total 65 100

Source:Primary Data

Among 65 Respondents

38% of Respondents said good

54% of Respondents said not bad.

8% of Respondents said better.

38

CHART - 11

39

Table-12

Recommend this to other or not?

Sl.No Particulars No.of.Respondents Percentages

1. Yes 35 54

2. No 30 46

Total 65 100

Source:Primary Data

Among 65 Respondents

54% of Respondents recommend this product to others.

46% of Respondents do not recommend this Product to other.

40

CHART -12

41

Table-13

Type of model recommend by respondents

Sl.No Particulars No.of.Respondents Percentages

1. Single door 40 62

2. Double door 25 38

Total 65 100

Source:Primary Data

Among 65 Respondents

62% of Respondents recommend single door model.

38% of Respondents recommend double door model.

42

Chart-13

43

Table-14

Satisfaction Level of the product

Sl.No Particulars No.of.Respondents Percentages

1. Yes 55 84

2. No 10 16

Total 65 100

Source:Primary Data

Among 65 Respondents

84% of Respondents are satisfied with this product.

16% of Respondents are not satisfied with this product.

44

CHART - 14

45

CHAPTER-VII

FINDINGS

65 respondents are using refrigerators.

65% of respondents are using whirlpool refrigerator.

8% of respondents are using for its name.

52% of respondents are using for its quality.

32% of respondents are using for its price.

8% of respondents are using for all the above reason.

46% of respondents are influenced by TV to purchase this product.

23% of respondents are influence by magazine to purchase this product.

48% of respondents comment “good” about the quality of this product.

36% of respondents comment ”better” about the quality of this product.

16% of respondents comment “excellent” about the quality of this product.

65 respondents agree with the guarantee period given by this product.

92% of respondents say “yes” to the availability of service centre.

8% of respondents say “no” to the availability of service centre.

55% of respondents say 1 year guarantee period.

30% of respondents say 3 year guarantee period.

15% of respondents say 5 year guarantee period.

46

38% of respondents’ opinion about the service is “good”.

54% of respondents’ opinion about the service is “not bad”.

8% of respondents’ opinion about the service is “better”.

54% of respondents recommend this product to other.

46% of respondents don’t recommend this product to others.

62% of respondents recommend single door model to other.

38% of respondents recommend double door to other.

84% of Respondents are satisfied with this product.

16% of Respondents are not satisfied with this product.

47

CHAPTER-VIII

SUGGESTIONS

There should be an improvement in the visual perspective of the product (outer

look of the product)

Create a new design that will fit for the nuclear family and also economical

Design of strategies in grabbing market from the upper middle class.

It should also concentrate on the competitors and their models. So it can give the

best than their competitors

Support sales activities by understanding your customer’s business better

Qualify prospective partners and suppliers.

Keep fully up to date on your competitors’ business structure,strategy and

prospects.

Obtain the most up to date company information available.

Expand the total market strategy.

Try to keep the cost down and its prices must be consistent with the value of

consumer in the product.

Try to apply the remarketing strategy in marketing.

Meet changing customer needs and wants.

Match new competitive advantages.

Get the advantage of new technology.

Fulfill the requirement of new market segment.

Product development maybe useful in motivating the firms.

48

CHAPTER-IX

LIMITATIONS

Though the present study aimed to achieve the above -mentioned objectives in

full earnest and accuracy, it was hampered due to certain limitations. Some of the

limitations of this study may be summarized as follows:

Getting accurate responses from the respondents due to their inherent problems

were difficult. They were partial, and refused to cooperate.

Since we did not had the privilege to work on a large scale, so many findings and

recommendations may not be as much in tune with their ground realities as may

be considered desirable.

Last but not the least, the time constraint faced in the project might have affected

the comprehensive of its findings.

Time constraint-the duration of training was short, due to which it was difficult to

collect data.

Normally respondents hesitate to disclose the information.

The response of the respondents in giving information was lukewarm.

49

CHAPTER-X

CONCLUSION

Nearly five years ago,Whirlpool corporation set out on a course to reach the

homes and hearts of customers around the globe. By listening intensely to their

customers , understanding their needs and desires , and creating innovative solutions

that meet and exceed those needs,Whirlpool’s organizations worldwide are building

unmatched levels of customer loyalty to the brands.

“Its about innovation,eco efficiency and the consumer”.

The driving and the major elements the company considers are the

Innovation

Eco Friendly in nature

Consumer

In this present world and in this emerging scenarios of business whirlpool has exactly

aimed on the aspects which it has to be.“Through increased speed to market and

international project teams,we’re changing the way we do business.”

Within this study, four relational characteristics were examined. In addition,

analyses were conducted for a multitude of other contingency factors that are not

included in the present study.Overall, however, no conclusive moderations were

identified.Nevertheless, it may be assumed that customer diversity still has

moderating effects on the information of customer loyalty.

50

CHAPTER-X1

Bibliography

Website Reference

1. http://www.whirlpool.com

2. Whirlpool annual report 2011.pdf

3. Implementing global marketing strategy. PDF

4. Whirlpool corporation

5. Building a house of brands: Whirlpool Corporation’s blueprint

for success. PDF

6. http://en.wikipedia.org/wiki/whirlpool_corporation

7. www.google.com/search

51

CHAPTER-XII

A SURVEY ON CONSUMER USAGE AND SATISFACTION REGARDING WHIRLPOOL

REFRIGERATOR IN CHINNAMANUR TOWN

Name: ……………………………. Occupation……………………………

Age: ……………………………… Gender : Male Female

Address: ………………………………………………………………………………

Ph.no : …………………………… Pin Code: ………………………..

1. Do you use refrigerator in your home?

☐Yes ☐ No

2. If yes which brand of refrigerator do you purchase?

☐LG ☐ Samsung ☐Godrej ☐Whirlpool

3. For what purpose you select this particular brand?

☐Name ☐price ☐quality ☐all the above

4. Which media influenced you to purchase the product?

☐TV ☐Magazines ☐Radio ☐Other

5. How long period do you use this refrigerator?

☐1year ☐3year ☐4year ☐more than 5year

6.What is your opinion about the qualities of the product?

☐Good ☐Bad ☐better ☐Excellent

7. Where did you purchase your brand?

☐ Retail shop ☐Whole sale

8. Is any guarantee provide to the product?

☐Yes ☐No

9. Is there any service centre in your area for the product?

☐Yes ☐No

10. If Yes How long is the guarantee period?

☐1Year ☐3Year ☐5Year

11. What is your opinion about the services provided by the seller?

☐ Good ☐Not Bad ☐Better

12. Do you recommend this product to your friend or relatives?

☐Yes ☐No

13. Which type of model will your recommend?

☐double door ☐Single door

14. Are you fully satisfied with the product?

☐Yes ☐No

15. Give any suggestions ……..