A Study on Customer Perception and Satisfaction for whirlpoo Air

Conditioner, in Sagar City of Madhya Pradesh

A Project Report Submitted

In the Partial Fulfillment of the Requirements
For the Degree of
Bachelor of Business Administration
By
Sahil khan
(Y1318040216)
BBA 3rd semester
Under the Guidance of:
Mr. Ashish Gupta
(Assistant Professor)

Department of Business Management

Dr. Hari Singh Gour Central University
Sagar (MP), India
Year 2015

DECLARATION BY THE CANDIDATE

Date:_____________
I declare that the Project Report titles A Study on Customer Perception and Satisfaction of
services provided by whirlpoo Air Conditioner, in Sagar City of Madhya Pradesh is my
own work conducted under the supervision of Mr. Ashish Gupta, Assistant Professor,
Department of Business Management, Dr. Hari Singh Gour Central University, Sagar. (M.P). To
the best of my knowledge the report does not my work which has been submitted for
the award of any degree , anywhere.

Sahil khan
BBA 3rd sem
(Y141805323)

(I)

CERTIFICATE

The project report titled A Study on Customer Perception and Satisfaction of services
provided by whirlpoo Air Conditioner, in Sagar City of Madhya Pradesh Prepared by sahil
khan (Y141805323) Under the guidance of Mr. Ashish Gupta, Assistant Professor, Department of
Business Management, Dr. Hari Singh Gour University Sagar (M.P). For the partial fulfillment
of the Degree of Bachelor of Business Administration is satisfactory.

Mr. Ashish Gupta

Signature of the Supervisor: -

Signature of the Examiner:-

Signature of Head of the Department

(II)

ACKNOWLEDGEMENT

It is my proud privilege to release the feelings of my gratitude to several persons who helped me
directly or indirectly to conduct this project work. I express my heart full indebtness and owe a
deep sense of gratitude to my teacher and my faculty guide Mr. Ashish Gupta, Assistant
Professor, Dr. Hari Singh Gour Central University Sagar (M.P.), and to my Project In charge Dr.
Babita Yadav, for their sincere guidance and inspiration in completing this project.

I am

extremely thankful to the Head of the Department Dr.Y.S. Thakur and Faculties of Department of
Business Management Dr. Hari Singh Gour Central University Sagar (M.P.).
I am thankful to Mr. Ramesh Kumar Yadav, Main Branch Manager of Union Bank in Sagar city
of Madhya Pradesh who give me the permission to collect primary data through questionnaire of
the bank customers of union Bank and also to thank Mr. Ramswaroop Yadav, who are security
in-charge of the main branch of sagar and support to me for collecting of data in the Bank. I am
also thankful to all those persons who have positively helped me and customers who responded
my questionnaire, around whom the whole project cycle revolves and I extremely thank to my
Parents and all my family members & also my friend Pooja Yadav who have directly or
indirectly help to me for the preparation of this project report. I will be always indebted to them.
Thanking You
Sahil khan
BBA 3rd Sem
(Y141805323)

(III)

PREFACE
I am pleased to present the project report A Study on Customer Perception and Satisfaction of
services provided by whirlpoo Air Conditioner, in Sagar City of Madhya Pradesh" before my
respected readers. It is a humble attempt from my part to study about the 4profile of whirlpoo
Air Conditioner. This study deals with a number of topics such as introduction of the industry,
whirlpool profile & about its various services which will help the reader understand and learn a
lot about the services of the company.
Language of the report is simple and lucid. Attempts have been made to arrange the subject
matter in a systematic and well knit style. Efforts have also been made to deal with all topics
precisely and gently.

Sahil khan
BBA 3rd Semester
(Y141805323)

(IV)

Chapter-1
INTRODUCTION
1.1 Introduction
1.1.1 Customer satisfaction
Customer satisfaction is a marketing term that measures how products or services supplied by
a company meet or surpass a customer's expectation. Customer satisfaction is important

because it provides marketers and business owners with a metric that they can use to manage and
improve their businesses.
Customer satisfaction is a term frequently used in marketing. It is a measure of how products

and services supplied by a company meet or surpass customer expectation. Customer satisfaction
is defined as "the number of customers, or percentage of total customers, whose reported
experience with a firm, its products, or its services (ratings) exceeds
specified satisfaction goals."[1] In a survey of nearly 200 senior marketing managers, 71 percent
responded that they found a customer satisfaction metric very useful in managing and monitoring
their businesses.[1]
"In researching satisfaction, firms generally ask customers whether their product or service has
met or exceeded expectations. Thus, expectations are a key factor behind satisfaction. When
customers have high expectations and the reality falls short, they will be disappointed and will
likely rate their experience as less than satisfying. For this reason, a luxury resort, for example,
might receive a lower satisfaction rating than a budget moteleven though its facilities and
service would be deemed superior in 'absolute' terms."[1]
1.1.1.1 definition
Satisfaction is as a judgment following a consumption experience - it is the consumers judgment
that a product provided (or is providing) a pleasurable level of consumption-related fulfillment
(adapted from Oliver 1997).

1.1.2 Customer perception

Customer perception refers to how customers view a certain product based on their
own conclusions. These conclusions are derived from a number of factors, such as price and

overall experience.
When it comes to influencing consumers to purchase a product, their perception of the brand
must be taken into account. This perception may vary based on the customer or a certain
demographic of customer. Customer perception can be developed from a variety of factors, such
as their own personal experience or how they have heard other people experienced the product.
The Internet has transformed how people experience brands and build their perceptions. Social
media and review websites provide access to reviews and details that help customers form their
own perceptions about brands and their products.

1.1.3 Customer services

The key to good customer service is building good relationships with your customers.
Thanking the customer and promoting a positive, helpful and friendly environment will ensure
they leave with a great impression. A happy customer will return often and is likely to spend
more.

Some characteristics of good customer service include:

Promptness: Promises for delivery of products must be on time. Delays and

cancellations of products should be avoided.

Politeness: Politeness is almost a lost art. Saying 'hello,' 'good afternoon,' 'sir', and 'thank
you very much' are a part of good customer service. For any business, using good
manners is appropriate whether the customer makes a purchase or not.

Professionalism: All customers should be treated professionally, which means the use of
competence or skill expected of the professional. Professionalism shows the customer
they're cared for.

Personalization: Using the customer's name is very effective in producing loyalty.

Customers like the idea that whom they do business with knows them on a personal level.

1.1.3.1 Definition
(ii) ACA Group sums up what the meaning of customer service is, beautifully: 'Customer
service (is) the ability of an organization to constantly and consistently exceed the customer's
expectations.' In other words, customer service is meeting the needs and desires of any
customer.
1.1.3.2 Types of customer service
Customers need different types of information or support services from a company. Customer
interaction is also required for sales and marketing. Hence, a contact center can be used for a
variety of business process. Robinson and Kalakota have analyzed different types of customer
service functions in their book Offshore Outsourcing: Business Models, ROI and Best Practice.
These functions include:

1.

Support: Support services include resolution of billing queries, order taking, activation of
accounts, registration of new customers and recording complaints.

2.

Marketing: Marketing tasks carried out through a contact center include sending
outbound emails, telemarketing, surveys and poling, responding to inbound emails and
management of marketing campaigns.

3.

Sales: Sales tasks include inbound sales, outbound sales, web chat, web call-back and cobrowsing.

4.

Technical Support: Customers require different technical support services such as data
verification, application support, address updates and problem resolution through the
technical help desk.

5.

Customer Analytics: Customer analytics includes profitability analytics, quality auditing,

reporting and complaint analysis.

1.1.3.3 Types of customer service

There are different types of customer service that are provided by businesses. The type of service
that customers encounter will depend on the product or service that a business provides, what the
customers' needs are, and whether the service is problem-oriented or focused toward enhancing
the consumer's experience.

Call Center: A large business will often devote an entire department to taking calls from
customers who have needs or concerns about the business' service or product. Company call
centers are the link between customers and the company, and how they handle customer
concerns reflects on the company in a very important way.

Technical Customer Service: Technical customer service involves the repair people who fix
issues with products, either in the customer's home or when the product is sent in for repair.
Technicians and repair people are often face-to-face representatives of their companies, and
their knowledge and efficiency is an important factor when it comes to satisfying the
customers and inspiring customer loyalty.

Customer Service Stations: Often department stores and specialty stores will have actual
customer service stations where customers can go to have problems resolved or receive
information that will help them with their shopping needs. This type of face-to-face customer
service is extremely helpful to consumers and has obvious benefits for both the store and the
customers.

1.2 BACKGROUND AND NEED OF THE STUDY

This project is done to study the customer satisfaction for Whirlpoo Air Conditioner.
The survey is conducted to know the option ,views ,expectation and satisfaction level of

customer towards the company

To find out customer loyalty with the tee
To determine the advertisement &promotion policy of this brands
To acquire customer psychology towards Whirlpoo Air Conditioner.
To evaluate the needs of the customer towards Whirlpoo Air Conditioner.
To adopt new technology in a product.

1.3 OUTLINE OF REPORT

1.3.1 Chapter -1
In the Introduction section . I determine many sub topics of Customer satisfaction like
Customer perception , Customer Services .
1.3.2 Chapter 2
In review of Literature Section I gave the detail about research of Home Appliances and written
some Research About Home Appliances.
1.3.3 Chapter3
In the industry profile section, I have given details on Electronic Appliances Industries, Global
Household Appliances industry 2014 -2019, About Whirlpool Corporation, About the Air
Conditioner Industry in India, List of Top 10 AC Brands in India, Whirlpool India Limited,
Board of Directors, Products & Services, Head Quarter & Other detail.
1.3.4 Chapter 4
In the Research methodology section, I have given details of Research methodology, I also
included Research objectives, Hypothesis, Importance & Scope of the Study, Research
methodology Data Source, Research Design, Research Sample, Data Collection Method &
Limitations of the study.
1.3.5 Chapter 5
In this section I have done Data analysis and its interpretation & Also Included analysis and
interpretation of Mean.
1.3.6 Chapter 6
In this section Findings and suggestions are being given which are very necessary for Household
industry.

1.3.7 Chapter 7
1.3.8 In this section, conclusion is being given its a kind of S.W.O.T. of any Company and
Review of Respondents

1.4 MOTIVATION FOR RESEARCH

During the course of the Study, it was observed Indian electronic appliances market are facing lot
of competition in the global market. Customer expectation is high day by day from their
concerned market. They are expecting good service quality. Consumers now a days focusing on
saving their time in getting services. So there is a need for Indian market to change their vice
according the need of the customer
In this regard, as a part of my curricular, I have started a study on perception & satisfaction of
customer with special reference to Whirlpoo Air Conditioner in Sagar city of Madhya Pradesh.

Chapter-2
REVIEW OF LITREATURE

2.1 Introduction
A literature review is a text of a scholarly paper, which includes the current knowledge including
substantive findings, as well as theoretical and methodological contributions to a particular topic.
Literature reviews use secondary sources, and do not report new or original experimental work.

2.2 About research in Electronics & Home Appliances

William Qualies W. olshavsky, (1981) states that Analysis of change in the length of the
introductory and growth stages of the Product life cycle of 37 household appliances over a 50
year Period provides the first empirical evidence for the Commonly Assumption that the cycles
length is decreasing.

Horstmann (1998), states that there is a strong and positive relationship between customer
satisfaction and loyalty. A satisfied customer is six times more likely to repurchase a product N
and share his experience with five or six other people.

Olander, (1977) The marketing and consumer behavior literature has traditionally suggested
that customer satisfaction is a relative concept, and is always judged in relation to a standard.

Dobers, peter (1999) , Said that Eco-efficiency and dematerialization these are the Scenario for
New Industrial Logics in household Appliances Industry and recycling Industries.

Chapter-3
INDUSTRY PROFILE

3.1 Electronic Appliances Industries

The home appliance industry is a multi-billion dollar industry with 583 million appliances being
shipped worldwide in 2013 alone. As of 2013, the leading home appliance company in the global
market was Chinese company Media Group with sales of almost 20 billion U.S. dollars. Other
strong competitors in the industry include Gree Electric Appliances, also a Chinese company, as
well as the U.S. company Whirlpool and Swedish dealer Electrolux. Whirlpool remains
dominant in the U.S. market with almost a third of the market share, although the influence of
companies such as LG and Samsung is beginning to grow.
Some of the products that can be placed in the household appliances category include home
laundry appliances such as automatic washers as well as gas and electric dryers. In 2013, more
than 14 million units of such major home laundry appliances were shipped in the United States,
with the number expected to grow further in the coming years. Ranges, ovens, dishwashers,
refrigerators, freezers, heaters and air conditioning units are other products produced and sold by
the household appliance industry.
A growing sub-market within the home appliance industry is the smart-appliance market.
Sources predict that by 2015 the value of the smart appliances market will have reached as much
as 5.4 billion U.S. dollars.

3.2 Global Household Appliances industry 2014 -2019

The global household appliances industry is expected to reach an estimated value of $324.2
billion by 2019. The major drivers of the household appliances industry are increase in per capita
income, consumer spending, housing activities, and increasing urbanization. The home comfort
segment depicted the highest growth rate among all five segments in 2013. Implementation of
technological changes in household appliances will possibly further drive this industry.
Lucintel, a leading global management consulting and market research firm, has analyzed the
global household appliances industry by product type and by region and has come up with a
comprehensive research report, "Global Household Appliances Industry 2014-2019: Trends,
Forecast, and Opportunity Analysis." This report provides an analysis of the global household
appliances industry including the market trend, cost structure, growth opportunities, key drivers,

and emerging trends of the market. The study also includes global household appliances industry
trends and forecasts through 2019, segmented by region and by product type as follows:
- Household Appliances Industry by Region:
North America
Europe
Asia Pacific
Rest of World
- Household Appliances Industry by Product Type:
Cooking Appliances
Refrigeration
Laundry
Home Comfort
Others
On the basis of its comprehensive research, Lucintel forecasts that majority of the segments for
household appliances will experience moderate growth during 2014-2019. Of all the segments in
the industry, the home comfort segment is likely to grow at the highest pace. New product
development, increasing urbanization, and rising working class population are the driving forces
of the global household appliances industry. Strong economic growth in developing nations, such
as China, India, and the Middle East countries, is anticipated to boost the industry. Continuous
innovation of products is very important for companies to sustain their successful position in the
market.
This unique report from Lucintel will provide you with valuable information, insights, and tools
needed to identify new growth opportunities and operate your business successfully in this
market. This report will save hundreds of hours of your own personal research time and will
significantly benefit you in expanding your business in this market. In today's stringent economy,
you need every advantage that you can find.

3.3 About Whirlpool Corporation

3.3.1 An Overview

The Whirlpool Corporation is an American multinational manufacturer and marketer of home

sappliances, headquartered in Benton Charter Township, Michigan, United States, near Benton
Harbor, Michigan.
We are the number one major appliance manufacturer in the world, with approximately $20
billion in annual sales, 100,000 employees and 70 manufacturing and technology research
centers throughout the world in 2014. The company markets Whirlpool, KitchenAid,
Consul, Maytag, Brastemp, Amana, Bauknecht, Jenn-Air, Indesit and other major brand names in
more than 170 countries
CEO: Jeff M Fettig
Headquarters: Benton Harbor, Michigan, United States
Founded: 1911, St. Joseph, Michigan, United States
Stock price: WHR (NYSE) US$ 160.26 -0.94 (-0.58%)
3 Nov, 1:52 PM GMT-5 - Disclaimer
Subsidiaries: Maytag, Jenn-Air, Whirlpool of India Limited, more
Founders: Emory Upton, Frederick and Louis Upton

3.3.2 Corporate Vision

The Best Branded Consumer Products in Every Home Around the World

3.3.3 Corporate Mission

Create Demand and Earn Trust Every day

3.3.4 Major Competitor of Whirlpool Corporation

Symphony
Hitachi home
Blue Star
IFB industries
Lloyd Electric
Feddes Lloved
Value Industries
LG
Samsung

3.4 About the Air Conditioner Industry in India

The top AC brands in India in terms of popularity are Voltas, Samsung, Daikin, LG,
Whirlpool, Videocon, Blue Star and Hitachi. Most of the ACs introduced by these
companies are known for advanced EER, quick cooling, noiseless functioning and
longevity of compressor and condenser.
Voltas air conditioners top the chart as far as market popularity is concerned. They are
known for their sleek contemporary designs, energy efficiency and high cooling
capacities. Samsung and Daikin are also among the top AC brands in India. Counted
among the most reliable and trusted air conditioning brands in India, these two electronic
product manufacturing companies are best-known for selling superior quality air
conditioners at absolutely competitive rates.

3.4.1 List of Top 10 AC Brands in India

(1)Whirlpool

Whirlpool is a multinational manufacturer of home appliances based in Michigan, United States.

Whirlpool entered India in 1987 and has grown to be one of the most favourite brands as far as
home appliances are concerned. Whirlpoo Air Conditioners rely on the turbo cooling technology
to deliver high performance. The price range of Whirlpool ACs is Rs. 32,000 Rs. 55,000. The
most popular Whirlpool AC models are mentioned below:

FANTASIA INV (1.5 T)

FANTASIA INV (1 T)

3D COOL DLX III (2 T) 3 Star

MAGICOOL DLX III (1.5 T) 3 Star

3D COOL PLT V (1.5 T) 5 Star

(2)Voltas

The Indian AC major Voltas is the most favourite AC brand of Indian people. It is offered by an
Indian conglomerate the Tata Group. The product is manufactured by Voltas Limited, a
subsidiary of the Tata Group, headquartered in Mumbai, Maharashtra. The Voltas ACs are
famous for their performance and high durability. Voltas All Weather Smart ACs are becoming
increasingly popular day by day. Voltas is popular in India as well as abroad alike. The price
range of Voltas is Rs. 25,000 Rs. 55,000. Some of the most popular Voltas AC models are
mentioned below:

Voltas All Weather AC

Voltas Jade- 5 Star (Y Series)

Voltas Zenith- 5 Star (Ya Series)

Voltas Classic- 5 Star (Yu Series)

Voltas Magna- 5 Star (Y Series)

(3)Samsung

This South Korean private conglomerate is spreading its wings in India further and further
everyday. The air conditioners from Samsung are amongst the most sought after and most
popular in India. Samsung ACs are famous for their features and the level of comfort they offer.
The prices range of Samsung is Rs. 20,000 Rs. 70,000. Some of the most famous Samsung AC
models are mentioned below:

Triangle Inverter AC

AR18JV5DAWKNNA 1.5 TR

AR18JC5HATPNNA

AR18JV5HATQNNA
(4)Daikin

Daikin is a Japanese major operating for almost a century now. This speaks volumes of Daikin's
success in the world market. The brands popularity has increased manifold ever since it started
operating in India. The brand owes its popularity to its high-quality products and affordable
rates. The prices range of Daikin ACs is Rs. 18,000 Rs. 50,000. Some of the widely sold AC
models from Daikin are mentioned below:

FTXR Series

FTXG Series

FTXR Series

DTKM Series

ATKM Series
(5)LG

Another South Korean brand that enjoys great command in Indian consumer appliances market
is LG. LG's air conditioners are appreciated for quality. Apart from that, great service and
performance, affordable price and smart cooling are what LG boasts of. The price range of LG
air conditioners varies between Rs. 18,000 and 78,000. Some of the most popular AC models
from LG are mentioned below:

BSA18IMA

BS-Q186C8A4

BSA12IMA

BS-Q126B8R8

(6)Videocon

Videocon is an Indian multinational major manufacturer of consumer electronics and a

household name in India. It was founded in 1979 and is headquartered in Mumbai, Maharashtra.
Videocon not only makes excellent air conditioners but also is rated amongst the best in the
industry in terms of refrigerators, TVs, Air Conditioner ovens and so on. The prices of Videocon

ACs start from Rs. 20,000 and go till Rs. 68,000. Some of the best Videocon AC models are
mentioned below:

VSQ55.DT3-MUA

VSA55.RW1-MAA

VSA55.WW1-MAA

VSN55.RV1-MDA
(7)Blue Star

Founded in 1943, Blue Star is one of the oldest consumer electronics companies based in India.
The company started off with reconditioning refrigerators and air conditioners. The company
feels proud of having catered to the cooling needs of a large number of residential, commercial
and corporate customers by providing best air-conditioning services. The price range of Blue
Star ACs begins from Rs. 22,000 and ends at Rs. 1,00,000. Some of the most popular Blue Star
AC models are mentioned below:

CNHW09CAF 0.75 Ton Split AC

5HW12SC 1 Ton Split AC

5HW18SB 1.5 Ton Split AC

3HW12FC 1 Ton Split AC

(8)Hitachi

Hitachi is a famous consumer electronics conglomerate from Japan founded in 1920 and based in
Tokyo, Japan. It offers some of the most energy efficient air conditioners. Quality air
conditioners are something that Hitachi thrives on. Its ACs have features like anti-bacterial

koukin filter and auto climate technology. The price range of Hitachi ACs is Rs. 25,000 Rs.
70,000. Some of the widely sold Hitachi models are mentioned below:

Zunoh 300f

Zunoh 200f

Kaze Neo

Kashikoi 400i

Kashikoi 200i

Summer TM

KAZE Reidan (H & C)

(9)Haier

Haier from China is rated amongst the leading consumer electronic brands in India. It produces,
sells and markets a wide range of consumer goods such as air conditioners, refrigerators,
washing machines and the likes. Haier ACs are lauded for their excellent cooling, longevity and
superior performance. Moreover, low energy consumption and reliability are the features that set
Haier apart from the rest. Haier ACs prices range is Rs. 18,000 Rs. 45,000. Some of the most
trusted Haier AC models are mentioned below:

HSU-18CKCS(R2D)

HSU-13CNFG5N

HSU-24CXAS3N-BWNA

HSU-13CNFR5CNA
(10)O General

Bureau of Energy Efficiency has honoured O General with five stars for its energy saving
features. It commands a great deal of trust in all quarters of Indian consumer electronics. It is a
joint venture of Japan's Fujitsu General and Dubai's ETA-ASCON STAR formed in 2000. It
ensures excellent cooling service to its users on a consistent basis. O General ACs price range is
Rs. 25,000 Rs. 60,000. Some of the most popular O General AC models are mentioned below:

ASGA09BMTA - 0.75 Ton

ASGA12BMTA - 1.0 Ton

ASGA18FMTA - 1.5 Ton

ASGA24FMTA - 2 Ton

ASGA18FTTA - 1.5 Ton

3.5 Whirlpool India Limited

Whirlpool entered India in the late 1980s as part of its global expansion strategy. It forayed into
the market under a joint venture with TVS group and established the first Whirlpool
manufacturing facility in Pondicherry for washing machine category.
In 1995 Whirlpool acquired Kelvinator India Limited and marked an entry into the refrigerator
market as well. The same year the company also saw acquisition of major shares in TVS joint
venture and later in 1996, Kelvinator and TVS acquisitions were merged to create, Whirlpool of
India Limited. This expanded the company's portfolio in the Indian subcontinent to washing
machines, refrigerator, Air Conditioner ovens and air conditioners.
Whirlpool of India Limited headquartered in Gurgaon, is now one of the leading manufacturers
and marketers of major home appliances in the country. The company owns three state-of-the-art
manufacturing facilities at Faridabad, Pondicherry and Pune. Each of the manufacturing set-up
features an infrastructure that is witness of Whirlpool's commitment to providing its consumer
with forward looking solutions.
3.5.1 List of Directors of the Board

Sr.No

Name of the Director

1.

Mr. Arvind Uppal, CHAIRMAN & EXECUTIVE DIRECTOR

2.

Mr. Sunil A. D'souza, MANAGING DIRECTOR

3.

Mr. Anil Berera

WHOLE TIME DIRECTOR
Mr. Vikas Singhal
WHOLE TIME DIRECTOR
Mr. Sanjiv Verma
NON EXECUTIVE & INDEPENDENT DIRECTOR
Mr. Simon J. Scarff
NON EXECUTIVE & INDEPENDENT DIRECTOR
Mr. Anand Bhatia
NON EXECUTIVE & INDEPENDENT DIRECTOR
Mr. Sonu Bhasin
NON EXECUTIVE & INDEPENDENT DIRECTOR

4.
5.
6.
7.
8.

3.5.2 Products & Services

Refrigerators

Washing Machines

Air Conditioners

Air Conditioner Oven

Water Purifiers

Built-In

Induction cook top

3.6 Head Quarter & Other detail

Headquarters: Benton Harbor, Michigan, United States

CEO: Jeff M Fettig
Founded: 1911, St. Joseph, Michigan, United States
Stock price: WHR (NYSE) US$ 160.26 -0.94 (-0.58%)
3 Nov, 1:52 PM GMT-5 - Disclaimer
Subsidiaries: Maytag, Jenn-Air, Whirlpool of India Limited, more
Founders: Emory Upton, Frederick and Louis Upton

Chapter-4

RESEARCH METHODOLOGY
4.1 WHAT IS RESEARCH METHODOLOGY ?
Methodology implies more than simply the methods you intend to use to collect data. It is
often necessary to include a consideration of the concepts and theories which underlie the
methods. For instance, if you intend to highlight a specific feature of a sociological theory or test
an algorithm for some aspect of information retrieval, or test the validity of a particular system,
you have to show that you understand the underlying concepts of the methodology.
When you describe your methods it is necessary to state how you have addressed the research
questions and/or hypotheses. The methods should be described in enough detail for the study to
be replicated, or at least repeated in a similar way in another situation. Every stage should be
explained and justified with clear reasons for the choice of your particular methods and
materials.
There are many different ways to approach the research that fulfils the requirements of a
dissertation. These may vary both within and between disciplines. It is important to consider the
expectations and possibilities concerning research in your own field. You can do this by talking
to your tutors and looking at dissertations written by former students on your course.

4.2 RESEARCH OBJECTIVES

The objective of the Research is as follows:

To know about the Distribution and performance of Whirlpoo Air Conditioner.
To find out the customer perception & satisfaction level of Product quality offered by the
Whirlpool India.

To find out the Feedback and Opinion of Respondents for further Improvement in Product
Quality of Whirlpool India.

4.3HYPOTHESIS
This research is conducted to address the following hypotheses:
H1: Price affects Customer Satisfaction.
H2: Product affects Customer perception.
H3: Place affects Customer Satisfaction.
H4: Promotion affects Customer Satisfaction.

4.4 IMPORTANCE AND SCOPE OF THE STUDY

4.4.1 Importance of Study
This Study is important to throw some insights into the existing services provided by the
Whirlpool India. The results of the study would be able to recognize the lacunae in the system
and thus provide key areas where improvement is required for better performance and success
ratio. Superior service quality enables a firm to differentiate itself from its competitors, gain a
sustainable competitive advantage, and enhance efficiency.

4.4.2 Scope of the Study

The scope of this research is to identify the service quality of Whirlpool India.
This research is based on primary data and secondary data.
This study only focuses on the dimensions of 4 Ps of marketing.
It aims to understand the skill of the Company in the area of service quality that are

performing well and shows those areas which require improvement.

The study was done taking various customer of Whirlpoo Air Conditioner into consideration.
The survey was restricted to the Whirlpoo Air Conditioner customers in Sagar city of
Madhya Pradesh only.

4.5 RESEARCH METHODOLOGY DATA SOURCE

4.5.1 Primary Data:
The data is collected first time with regarding of 30 Customer of Whirlpoo Air Conditioner. And
this primary data was collected by survey. The questionnaires were filled by customers to
knowing their satisfaction towards the product of company. The response of the customer and is
recorded on a grade scale of strongly disagree, disagree, neither agree nor disagree, agree and
strongly agree for each question. The filled up information was later analyzed to obtain the
required interpretation and the findings.
4.5.2 Secondary Data:

To understanding the proper about company profile and almost data is collected by the Company
website and other remaining data collected by other links that is described below in sources , and
the articles from search engine like Google.com.

4.6 RESEARCH DESIGN

A detailed outline of how an investigation will take place. A research design will typically
include how data is to be collected, what instruments will be employed, how the instruments will
be used and the intended means for analyzing data collected.

4.7 RESEARCH SAMPLE

4.7.1 SAMPLING PLAN:
The samples are taken in Sagar City from the customers of whirlpoo Air Conditioner. Sampling
Units are the Customer of Whirlpoo Air Conditioner, Sample Technique is random Sampling,
Research Instruments are Structured Questionnaire and Contact Method is Personal Interview
adopt.

4.7.2 SAMPLE SIZE:

The survey is conducted in Sagar city with different Customers of Whirlpoo Air Conditioner,
take 30 customers as respondent.

4.8 DATA COLLECTION METHOD

1. Strongly disagree
2. Disagree
3. Neither agrees nor disagrees
4. Agree
5. Strongly agree
Likert scaling is a bipolar scaling method, measuring either positive or negative response to a
statement. The questionnaire consists of two parts. The first part consist 25 Question Related to
Customer Perception and Customer Satisfaction towards the Whirlpoo Air Conditioner & Second
part consists of four questions concerning the demographic information of the respondent such as
the name, age, gender & occupation.

4.9 LIMITATIONS OF THE STUDY

1. The scope of the project is limited to sagar city only so we cannot say that the same
response will exists throughout India.
2. Due to time constrain our sample size were restricted to 50%.
3. People were unwilling to response.
4. The personal bias, prejudices and whims of the customer in some case.
5. Handicapped survey because of lack of time, money and manpower.
6. Company information cannot be gained easily because of confidentiality.

Chapter-5
DATA ANALYSIS AND INTERPRETATION
5.1 Introduction
Analysis of data is a process of inspecting, cleaning, transforming, and modeling data with
the goal of discovering useful information, suggesting conclusions, and supporting decision

making. Data interpretation is the study of observations for responding to a query. The
common tools used for data interpretation are electronic spreadsheets which are capable of
sorting, graphing and searching data. In this chapter we are discussing the data that has been
collected its analysis and interpretation.

Part 1 Respondents Profile

Table 5.1 Showing gender of Respondents:Gender

No. of Respondents

Percentage

Male
Female

17
13

56.66
43.33

Gender

male
female

43%
57%

Figure 5.1 Genders of respondents

INTERPRETATION:
From the Survey conducted it can be concluded that there are 17 Male which stands for 57%and
others are 13 Female which stands for 43%.

Table 5.2 Showing different Age group of Respondents:S.

No
.
1.
2.
3.
4.

Age of Respondents

Number of Respondents

Percentage of Respondents

Under 18
18-25
25-35
35 & Above

0
13
3
14

0
43
10
47

Age
Number of Respondents

Percentage of Respondents
47

43

13

10

14

3
Under
0
18
0

18-25

25-35

35 & Above

INTERPRETATION:
From the table and graph above it can be seen that there is no respondents generally we can say
under 18 are not aware of it and 43% respondents age are 18 to 25 years, and age group of 25 to
35 years there are 10% of respondents and in 35 & above there are 47 %. Total number of
Respondents taken into survey are 30.

Table5.3: Showing different Occupation of the Respondents:S. No.

1

Occupation
Student

No. of Respondents
8

Percentage of Student
27

2
3
4

Professional
Housewife
Service

6
8
8

19
27
27

Occupation
No. of Respondents

Percentage of Student

27

27

27

19

Student

Professional

Housewife

Service

INTERPRETATION:
From the table and graph above it can be seen that 27% of student were part of survey and
19% professional person were part of this survey, where as housewives using Whirlpool Air
Conditioner were 27% and people in service using Air Conditioner were 27%.

1. I use Whirlpool Air Conditioner.

S No.
1

Scale Used

No. of Respondents

Percentage

Strongly Disagree

Disagree

Neutral

Agree

23

77

Strongly agree

23

Chart Title
No. of Respondents

Percentage
77

23

23

ag
re
e

St
ro
ng
ly

eu
tr
al

D
is
ag
re
e

St
ro
ng
ly

D
is
ag
re
e

Ag
re
e

INTERPRETATION:
From the table and graph above it can be seen that in question of using Air Conditioner 0%
persons were Strongly Disagree , 0% persons were disagree of this statement ,0% were Neutral
Whereas 77% were agree , and 23% were Strongly agree.

2. I considered Whirlpool Air Conditioner as Most Popular Brand

S No.

Scale Used

No. of Respondents

Percentage

Strongly Disagree

Disagree

17

Neutral

Agree

23

Strongly agree

16

53

Chart Title
No. of Respondents

Percentage
53
23

17

16

ag
re
e

7
Ag
re
e

eu
tr
al
N

St
ro
ng
ly

St
ro
ng
ly

D
is
ag
re
e

D
is
ag
re
e

INTERPRETATION:
From the table and graph above it can be seen that in question of considering Whirlpool Air
Conditioner as Most Popular Brand 0% person were strongly disagree , 17% persons were
disagree of this statement ,whereas 7% were Neutral and 23% were agree , and 53% were
Strongly agree. That means they are using Air Conditioner because of popular Brand.

3. Packaging and labeling of Whirlpool products is attractive

S No.

Scale Used

No. of Respondents

Percentage

Strongly Disagree

Disagree

Neutral

20

Agree

22

73

Strongly agree

Chart Title
No. of Respondents

Percentage
73

20

22
7

St
ro
ng
ly

ag
re
e

2
Ag
re
e

D
is
ag
re
e

St
ro
ng
ly

D
is
ag
re
e

eu
tr
al

INTERPRETATION:
From the table and graph above it can be seen that in question of packaging and labeling is
attractive there were 0% Peoples strongly disagree , 0% persons were disagree of this
statement ,whereas 20% were Neutral and 73% were agree , and 7% were Strongly agree. This is
showing that people are very happy with packaging of Whirlpool Products.

4. Whirlpool offer warranty in its products.

S No.

Scale Used

No. of Respondents

Percentage

Strongly Disagree

Disagree

Neutral

Agree

21

70

Strongly agree

30

Chart Title
No. of Respondents

Percentage
70
30

ag
re
e

St
ro
ng
ly

eu
tr
al

D
is
ag
re
e

St
ro
ng
ly

D
is
ag
re
e

Ag
re
e

21

INTERPRETATION:
From the table and graph above it can be seen that in question of Whirlpool offers Warranty in
its products there was no person who was strongly disagree , and also no one was disagree of
this statement ,whereas there was Also no one in the condition of Neutral and 70% person were
agree in this statement and 30% were Strongly agree. This is showing that people are enjoying
the warranty in Products.

S No.

5. Brand image of Whirlpool affect my Buying decision

Scale Used
No. of Respondents
Percentage

Strongly Disagree

Disagree

Neutral

17

Agree

22

73

Strongly agree

Chart Title

22
2

ag
re
e

eu
tr
al
N

17

St
ro
ng
ly

St
ro
ng
ly

D
is
ag
re
e

D
is
ag
re
e

Percentage
73

Ag
re
e

No. of Respondents

INTERPRETATION:
From the table and graph above it can be seen that in question of Brand image of Whirlpool
affect my Buying decision there was no person who was strongly disagree , and only 3% were
disagree of this statement ,whereas there was in the condition of Neutral only 17% , and 73%
person were agree in this statement and 7% persons were Strongly agree.

6. Whirlpool Air Conditioner is available in different sizes in Market

S No.

Scale Used

No. of Respondents

Percentage

Strongly Disagree

Disagree

14

Neutral

23

Agree

23

Strongly agree

12

40

Chart Title
No. of Respondents

Percentage
40

eu
tr
al

Ag
re
e

D
is
ag
re
e

D
is
ag
re
e
St
ro
ng
ly

12

ag
re
e

4
0

23

St
ro
ng
ly

23
14

INTERPRETATION:
From the table and graph above it can be seen that in question of Whirlpool Air Conditioner is
available in different sizes in market there was no person who was strongly disagree , and only
14% persons were disagree of this statement ,whereas 23% were in the condition of Neutral and
23% were agree , and 40% were Strongly agree.

7. The pricing policy of Whirlpool Air Conditioner is Customer oriented.

S No.

Scale Used

No. of Respondents

Percentage

Strongly Disagree

Disagree

27

Neutral

17

Agree

17

56

Strongly agree

Chart Title
No. of Respondents

Percentage
56

27
17

17

ag
re
e

St
ro
ng
ly

Ag
re
e

eu
tr
al

St
ro
ng
ly

D
is
ag
re
e

D
is
ag
re
e

INTERPRETATION:
From the table and graph above it can be seen that in question of Pricing Policy of Whirlpool
Air Conditioner is Customer oriented there were 0% perons strongly disagree , and 27% were
Disagree ,whereas there was in the condition of Neutral there were 17% persons , and 56%
person were agree in this statement and 0% persons were Strongly agree.
8. Whirlpool Company pricing is better than other home appliances
Company

S No.

Scale Used

No. of Respondents

Percentage

Strongly Disagree

Disagree

27

Neutral

13

43

Agree

27

Strongly agree

Chart Title
No. of Respondents

Percentage
43

27
8

ag
re
e

St
ro
ng
ly

eu
tr
al
N

D
is
ag
re
e

Ag
re
e

13

St
ro
ng
ly

D
is
ag
re
e

27

INTERPRETATION:
From the table and graph above it can be seen that in question of Whirlpool Company pricing is
better than other home appliances Companies there were only 3% persons strongly disagree , and
also 27% were disagree of this statement ,whereas there was in the condition of Neutral there
were 43% persons , and 27% person were agree in this statement and there were 0% persons
Strongly agree.

9. It offers flexible pricing structure for their products

S No.

Scale Used

No. of Respondents

Percentage

Strongly Disagree

Disagree

10

33

Neutral

20

Agree

14

47

Strongly agree

Chart Title
No. of Respondents

Percentage
47

33
14

ag
re
e

St
ro
ng
ly

eu
tr
al
N

D
is
ag
re
e

St
ro
ng
ly

D
is
ag
re
e

Ag
re
e

20
10

INTERPRETATION:
From the table and graph above it can be seen that in question of It offers flexible Pricing
Structure for their products there were 0% person strongly disagree , and 33% were disagree of
this statement ,whereas in the condition of Neutral there were only 20% persons , and 47%
persons were agree in this statement and there were 0% persons Strongly agree.
10. It offers discounts on festival season

S No.

Scale Used

No. of Respondents

Percentage

Strongly Disagree

Disagree

Neutral

Agree

30

Strongly agree

20

67

Chart Title
No. of Respondents

Percentage
67
30

ag
re
e
St
ro
ng
ly

Ag
re
e

D
is
ag
re
e

St
ro
ng
ly

D
is
ag
re
e

eu
tr
al

20

INTERPRETATION:
From the table and graph above it can be seen that in question of It offers Discount on festival
Season there were 0% persons strongly disagree and also 0% persons were disagree of this
statement ,whereas in the condition of Neutral there were only 3% person , and 30% persons
were agree in this statement and, there were also 67% persons Strongly agree.

11. Whirlpool and its products are easily available in Market.

S No.

Scale Used

No. of Respondents

Percentage

Strongly Disagree

Disagree

23

Neutral

Agree

20

67

Strongly agree

Chart Title
No. of Respondents

Percentage
67

23

ag
re
e

St
ro
ng
ly

eu
tr
al

Ag
re
e

D
is
ag
re
e
St
ro
ng
ly

D
is
ag
re
e

20

INTERPRETATION:
From the table and graph above it can be seen that in question of Whirlpool and its products are
easily available in Market. there were 3% person strongly disagree , and 23% were disagree of
this statement ,whereas in the condition of Neutral there was no person , and 67% persons were
agree in this statement and, there were 7% persons Strongly agree.
12. Company has larger number of Retailers and dealers of all products.

S No.

Scale Used

No. of Respondents

Percentage

Strongly Disagree

Disagree

16

53

Neutral

20

Agree

17

Strongly agree

Chart Title

Ag
re
e

ag
re
e

eu
tr
al

17

D
is
ag
re
e

St
ro
ng
ly

D
is
ag
re
e

20

16

Percentage

St
ro
ng
ly

No. of Respondents
53

INTERPRETATION:
From the table and graph above it can be seen that in question of Company has larger number of
Retailers and dealers of all products. there were 7% person strongly disagree , and there were
53% disagree of this statement ,whereas in the condition of Neutral there were 20% and 17%
persons were agree in this statement and 3% were Strongly agree.

13. Whirlpool provides quick service to satisfied Customers.

S No.

Scale Used

No. of Respondents

Percentage

Strongly Disagree

Disagree

Neutral

Agree

28

94

Strongly agree

Chart Title
No. of Respondents

Percentage
94

28
3
ag
re
e

St
ro
ng
ly

eu
tr
al

Ag
re
e

St
ro
ng
ly

D
is
ag
re
e

D
is
ag
re
e

INTERPRETATION:
From the table and graph above it can be seen that in question of Whirlpool provides quick
service to satisfied Customers. there were 0% person strongly disagree and there were 3%
disagree of this statement ,whereas in the condition of Neutral there were also 3% and 94%
persons were agree in this statement and there were 0% persons Strongly agree.
14. I am satisfied with availability of its products

S No.

Scale Used

No. of Respondents

Percentage

Strongly Disagree

Disagree

27

Neutral

Agree

19

63

Strongly agree

Chart Title
No. of Respondents

Percentage
63

27

19
7

St
ro
ng
ly

ag
re
e

Ag
re
e

eu
tr
al

St
ro
ng
ly

D
is
ag
re
e

D
is
ag
re
e

INTERPRETATION:
From the table and graph above it can be seen that in question of I am satisfied with availability
of its Products. there were 0% person strongly disagree and there were 27% disagree of this
statement ,whereas in the condition of Neutral there were 7% and 63% persons were agree in
this statement and there were 3% persons Strongly agree.
15. It provide timely delivery of goods and Services.

S No.

Scale Used

No. of Respondents

Percentage

Strongly Disagree

Disagree

Neutral

Agree

30

Strongly agree

18

60

Chart Title
No. of Respondents

Percentage
60
30

ag
re
e
St
ro
ng
ly

eu
tr
al

18

9
Ag
re
e

St
ro
ng
ly

D
is
ag
re
e

D
is
ag
re
e

INTERPRETATION:
From the table and graph above it can be seen that in question of It provide timely delivery of
goods and services. there was no one strongly disagree and there were only 3% disagree of
this statement ,whereas in the condition of Neutral there were 7% and 30% persons were agree
in this statement and there were 60% persons Strongly agree.

16. I am satisfied with the Advertisement of Whirlpool.

S No.

Scale Used

No. of Respondents

Percentage

Strongly Disagree

Disagree

17

Neutral

17

Agree

18

59

Strongly agree

Chart Title
No. of Respondents

Percentage
59

17

17

18

St
ro
ng
ly

ag
re
e

2
Ag
re
e

eu
tr
al

St
ro
ng
ly

D
is
ag
re
e

D
is
ag
re
e

INTERPRETATION:
From the table and graph above it can be seen that in question of I am satisfied with the
advertisement of Whirlpool. there was no one strongly disagree and there were 17% person
disagree of this statement ,whereas in the condition of Neutral there were only 17% and 59%
persons were agree in this statement and, there were 7% persons Strongly agree.

17. It organizes promotional contests, Schemes for Customers.

S No.

Scale Used

No. of Respondents

Percentage

Strongly Disagree

Disagree

30

Neutral

27

Agree

12

40

Strongly agree

Chart Title
No. of Respondents
30

27
12
3

St
ro
ng
ly

ag
re
e

1
Ag
re
e

eu
tr
al

D
is
ag
re
e
St
ro
ng
ly

D
is
ag
re
e

9
0

Percentage
40

INTERPRETATION:
From the table and graph above it can be seen that in question of It organizes promotional
contests, Schemes for Customers . there was no one strongly disagree , there were 30% person
disagree of this statement ,whereas in the condition of Neutral there were 27% , 40% persons
were agree in this statement and there were only 3% persons Strongly agree.
18. Whirlpools advertisement are creative and unique.

S No.

Comment

No. of Respondents

Percentage

Strongly Disagree

Disagree

23

Neutral

11

37

Agree

11

37

Strongly agree

Chart Title
No. of Respondents

Percentage
37
37

23
11

ag
re
e

St
ro
ng
ly

Ag
re
e

eu
tr
al
N

D
is
ag
re
e
St
ro
ng
ly

D
is
ag
re
e

11

INTERPRETATION:
From the table and graph above it can be seen that in question of Whirlpools advertisement are
creative and unique. there were only 3% persons strongly disagree and there were 23% disagree
of this statement ,whereas in the condition of Neutral there were 37% and same 37% persons
were agree in this statement and there was no one Strongly agree.
19. Whirlpool uses popular Celebrity that affect my Choice.

S No.

Scale Used

No. of Respondents

Percentage

Strongly Disagree

Disagree

27

Neutral

Agree

18

60

Strongly agree

13

Chart Title
No. of Respondents

percentage
60

27

18

ag
re
e

13

St
ro
ng
ly

eu
tr
al

Ag
re
e

St
ro
ng
ly

D
is
ag
re
e

D
is
ag
re
e

INTERPRETATION:
From the table and graph above it can be seen that in question of Whirlpool uses popular
Celebrity that affect my Choice. there was no one strongly disagree and there were 27% persons
disagree of this statement ,whereas in the condition of Neutral there were 0% and 60% persons
were agree in this statement and 13% persons were Strongly agree.

20. Whirlpools Promotional Strategy is better than other home Appliances

Companies.
S No.

Scale Used

No. of Respondents

percentage

Strongly Disagree

Disagree

Neutral

11

37

Agree

14

47

Strongly agree

16

Chart Title

14

Ag
re
e

16

ag
re
e

St
ro
ng
ly

11

D
is
ag
re
e

St
ro
ng
ly

D
is
ag
re
e

percentage
47
37

eu
tr
al

No. of Respondents

INTERPRETATION:
From the table and graph above it can be seen that in question of Whirlpools Promotional
Strategy is better than other home Appliances Companies. there was no person strongly disagree
and the same in disagree of this statement ,whereas in the condition of Neutral there were 37% ,
and 47% persons were agree in this statement and 16% persons were Strongly agree.

21. Company regularly advertise in television, newspaper etc.

S No.

Scale Used

No. of Respondents

percentage

Strongly Disagree

Disagree

Neutral

Agree

11

37

Strongly agree

19

63

Chart Title
No. of Respondents

percentage

63

37
19

ag
re
e

St
ro
ng
ly

eu
tr
al

D
is
ag
re
e

St
ro
ng
ly

D
is
ag
re
e

Ag
re
e

11

INTERPRETATION:
From the table and graph above it can be seen that in question of Company regularly Advertise in
television, news paper etc. there was no one strongly disagree and same in Disagree and
Neutral , 37% persons were agree in this statement and 63% persons were Strongly agree.

22. I am satisfied with the overall use of Whirlpool Air Conditioner.

S No.

Scale Used

No. of Respondents

percentage

Strongly Disagree

Disagree

Neutral

Agree

24

80

Strongly agree

20

Chart Title
No. of Respondents

percentage
80

24

ag
re
e

20

St
ro
ng
ly

eu
tr
al

D
is
ag
re
e

St
ro
ng
ly

D
is
ag
re
e

Ag
re
e

INTERPRETATION:
From the table and graph above it can be seen that in question of I am satisfied with the overall
use of Whirlpool Air Conditioner. there was no one strongly disagree and the same in Disagree
and Neutral , 80% persons were agree in this statement and 20% persons were Strongly agree.

23. I will recommend Whirlpool Air Conditioner to my friends and Relatives.

S No.

Scale Used

No. of Respondents

Percentage

Strongly Disagree

Disagree

Neutral

Agree

30

Strongly agree

19

64

Chart Title
No. of Respondents

percentage

64

30

ag
re
e

St
ro
ng
ly

eu
tr
al

Ag
re
e

St
ro
ng
ly

D
is
ag
re
e

D
is
ag
re
e

19

INTERPRETATION:
From the table and graph above it can be seen that in question of I will recommend Whirlpool
Air Conditioner to my friends and Relatives. there were 0% person strongly disagree and there

were 3% disagree of this statement ,whereas in the condition of Neutral there were 3% and 30%
persons were agree in this statement and there were 64% persons Strongly agree.
24. I will buy Whirlpool Air Conditioner, even if Company Increases their
prices.
S No.

Scale Used

No. of Respondents

percentage

Strongly disagree

Disagree

11

37

Neutral

20

Agree

23

Strongly agree

13

Chart Title
percentage
23

eu
tr
al

Ag
re
e

D
is
ag
re
e

St
ro
ng
ly

di
sa
gr
ee

11

13
4
ag
re
e

20

St
ro
ng
ly

No. of Respondents
37

INTERPRETATION:
From the table and graph above it can be seen that in question of I will buy Whirlpool Air
Conditioner, even if Company increases their prices. there were only 7% persons strongly

disagree , 37% peoples were disagree of this statement ,whereas in the condition of Neutral there
were 20% and 23% persons were agree in this statement and 13% persons were Strongly agree.
25. Overall, I think Whirlpool is socially responsible Company.
S No.

Scale Used

No. of Respondents

percentage

Strongly Disagree

Disagree

10

Neutral

17

Agree

19

63

Strongly agree

10

Chart Title
No. of Respondents

17

10

19

10

St
ro
ng
ly

ag
re
e

3
Ag
re
e

eu
tr
al

St
ro
ng
ly

D
is
ag
re
e

D
is
ag
re
e

percentage
63

INTERPRETATION:
From the table and graph above it can be seen that in question of Overall I think Whirlpool is
socially responsible Company. there were 0% Persons strongly disagree and there were 10%

persons disagree of this statement ,whereas in the condition of Neutral there were 17% and 63%
persons were agree in this statement and 10% persons were Strongly agree.

Analysis and Interpretation of Mean

Question
1. I use Whirlpool Air Conditioner.
2. I considered Whirlpool Air Conditioner as most popular brand.
3. Packaging and labeling of Whirlpool products is attractive
4. Whirlpool offer warranty in its product.
5. Brand image of Whirlpool affect my buying decision.
6. Whirlpool Air Conditioner is available in different sizes in market.
7. The pricing policy of Whirlpool Air Conditioner is customer oriented.
8. Whirlpool company pricing is better than other home appliances company.
9. It offers flexible pricing structure for their products.
10. It offers discounts on festival season.
11. Whirlpool and its products are easily available in market.
12. Company has larger no. of retailer and dealers of all products.
13. Whirlpool provides quick service to satisfied customers.
14. I am satisfied with availability of Its product.
15. It provides timely delivery of Goods and services.
16. I am satisfied with the advertisement of whirlpool.
17. It organizes promotional contest, schemes for customers.
18. whirlpools advertisements are creative and unique
19. whirlpool uses popular celebrity that affect my choice
20. Whirlpools promotional strategy is better than other home Appliances
companies.
21. Company regularly advertise in Television, news paper etc
22. I am satisfied with the overall use of Whirlpool Air Conditioner
23. I will recommend Whirlpool Air Conditioner to my friends & relatives.

24. I will buy Whirlpool Air Conditioner, even if company increases their
prices.
25. Overall, I think Whirlpool is socially responsible company.

Mean
4.23
4.13
3.86
4.3
3.83
3.9
3.3
2.93
3.13
4.63
3.5
2.56
3.9
3.43
4.46
3.56
3.16
3.06
3.6
3.8
4.63
4.2
4.53
3
3.73

Interpretation of Mean
1. Use of Whirlpool Air Conditioner the Arithmetic Mean was 4.23, it is near to strongly agree it
shows that majority of survey Prefer Whirlpool Air Conditioner.
2. For considering Whirlpool Air Conditioner most Popular Among all brand the A.M. was 4.13,
it is Near to strongly agree condition but Customer are not fully satisfied with the statement,
Whirlpool is well established in India.
3. Packaging and labeling of Whirlpool Product is Attractive the A.M. was 3.86, it shows that
Customers are near to Agree with this Statement but not satisfied with the statement completely.
4. Whirlpool offer Warranty in its Product the A.M. was 4.3, it shows that Customers are agree
with it offer Warranty, this is very good Rating from Respondents to Any Company and this
Feedback come from the customer side because Customer Believe in Companies Product.
5. Brand Image of Whirlpool affect Customers Buying decision the A.M. was 3.83, it shows that
Customers are near to agree with this statement but not fully agree.
6. Air Conditioner is Available in Different sizes in Market the A.M. was 3.9, it very close to
agree Condition It Shows that, Air Conditioner is Available in different Sizes , Customers of
Whirlpool are Also agree with this , because they are Using different Sizes.
7. Pricing Policy of Whirlpool Air Conditioner is Customer oriented the A.M. was 3.3,
Customers partially believe that price is good as Compare to other Brand.
8. Whirlpool Company Pricing is better than other household Appliances Companies the A.M.
was 2.93, Customers thinks that Pricing is Bad Up to some extent in Compare with Other
Household Appliances Company.
9. It offers Flexible Pricing Structure for their Products , the A.M. was 3.13 It is near to Agree It
shows that the Customers are overall agree with flexibility of Pricing Structure and Change as
per Customers Needs and Wants.

10. Its offer Discount on festival season, the A.M. was 4.63 It is near to strongly Agree that
means Customer enjoying the discount on Whirlpool on festive season, Company is doing this
for Creating new Customers and Retaining the old one.
11. Whirlpool and its Products are easily Available in Market, the A.M. was 3.5, it happens
Because the Sample collected from Sagar City and there is no Showroom of Whirlpool and
Products are hardly Available here.
12. Company has larger number of Dealer and Retailer the A.M. was 2.56 that means Company
has not larger no. of Retailer and Dealers.
13. Whirlpool Provide Quick Service to satisfied Customers on this Statement the A.M. was 3.9,
It is very close of Agree Condition, it shows that Whirlpool Provide Quick Service to satisfied
Customers
14. Satisfaction with Availability of its product the A.M. was 3.43 that are somehow good; But
Products are hardly available here.
15. It Provide timely delivery of Products and Services, the A.M. was 4.46 , that means When
Customer order something it provide that on specified time.
16. Satisfaction with Advertisement of Whirlpool Air Conditioner, the A.M. was 3.56, It is near
to Agree Condition that means Whirlpool promotion policy is quite good.
17. Whirlpool Organizes Promotional contest, schemes for Customers, the A.M. is 3.16 that
means near to the agree Statement for making Customer and create Demand Company does this.
18. Whirlpools Advertisement are Creative and Unique the A.M. was 3.06 it means Customers
sometimes like the Advertisement of Whirlpool on T.V. and other Media where they Promoting
their Products.
19. Whirlpool uses Popular Celebrity that affect the Customers Choice , the A.M. was 3.6, It is
near to Agree Condition it shows that Popular Celebrity affect the Customers Choice.

20. Whirlpools promotional Strategy is better than other Home Appliances Companies, the A.M.
was 3.8 , that means Add on Television and Other Activities of Company affect the Choice of
Customers.
21. Company regularly Advertise on T.V., Newspaper etc , the A.M. was 4.63 , that is very good
Response . Customers are Agree with Add of Whirlpool and also Frequency.
22. Customers are Satisfied with the Overall use of Whirlpool Air Conditioner, the A.M. was
4.2, It shows the Agree Condition of Customers That means Customers are Satisfied with the
Overall use of Whirlpool Air Conditioner.
23. Recommend Whirlpool Air Conditioner to the friends & relatives, the A.M. was 4.53,
Customers are Strongly Agree with the Statement They will Recommend Whirlpool Air
Conditioner to their friends & relatives.
24. I will buy Whirlpool Air Conditioner, even if company increases their prices, the A.M. was 3,
It shows that Customer is not Sure About this Statement.
25. Overall Whirlpool is Socially responsible Company, the A.M. was 3.73, It is very near to
Agree Condition of Customers it Shows that Customer thinks Whirlpool is Socially responsible
Company.

CHAPTER 6
FINDINGS & SUGGESTIONS
6.1 FINDINGS

Whirlpool Air Conditioner is popular brand and those who are using they also said they
would recommend it to others and Costumer said that Air Conditioner is available in different
Sizes so that they have Multiple option and features are very good. . The Service center
should take any problem seriously and take steps to remove this.

Whirlpool is trustworthy Company as Company vision Best branded consumer products... in

every home around the world. Customers said Whirlpool even offer warranty in their
products and if there is any problem releted to product company take proper response and
they consider every customer Important so they take feedback after sale service.

Pricing Policy of Whirlpool Company is Customer oriented even it is better than other home
appliances companies because company has a flexible pricing structure for their Products and
company is well established in market and since it is US based company so it always come
with latest technology with their products.

Company is largest manufacturer and marketer of household appliances so products are

easily available in Market and Respondents has agreed that company provide quick service to
Customers And when Customers order any Product company deliver it timely.

There are many Respondents were agree with the Advertisement of Whirlpool. It uses
popular Celebrity like Ajay devgan and Kajol that affects Customer Choice.

When I asked from respondents if Company increase the price of Air Conditioner so most
were Confused about purchasing of product.
6.2 RECOMMENDATIONS

When anyone want to purchase any product so first thing come into Mind Company of
that Product and Features & Price of that Product after that he decide to purchase and
Recommend his Friends & Relatives or dealer himself .

Customer wants flexible Pricing Structure , Quality in Products , Attractive labeling and
Packaging of the Product. So Company should have to focus on the need of all
Customers, After doing marketing Survey company should decide that What Changes
Should be made in that Product & when the Product should be launch.

Company should have to Build Configurations Represent What is Considered to the Best
Value of time. Price and performance must be primary factor for Product in order to
maintain consistency and Quality within the Customer whirlpool Should Provide quick
service if any problem occur related to Product.

Items of Whirlpool Should be Widely Available, and preferably available at Multiple

Stores on Similer Prices.

Most essential things in any household Industry to understand the need of Customer and
providing them at a time and new technology is crucial step for the development of this
Industry.

CHAPTER-7
CONCLUSION

Based on the study conducted it can be concluded that Customers are Satisfied with the Overall
use of Whirlpool Air Conditioner But if the Company Increase the rate of Air Conditioner may
be they will not stay with the Company, Company is largest manufacturers of Household
Appliances and serve Worldwide. Whirlpool always Consider Customers as very Important
towards the Company they always take feedback to Customers for further Improvement.

Whirlpools Promotional Strategy is better than Other home Appliances Company. Company
Regularly Advertise in T.V., Newspaper etc. Whirlpool is very good they always come with
Creative and Unique Advertisements and uses Popular celebrity to Promote their Product and
Company Has earned trust of Customers. Company always up to date With Technology.

The Mission of Whirlpool Corporation is Create demand And earn trust every day, Company
believe that great Result can be Achieved through Relationship Built on trust. Overall company
is Socially Responsible and believe on Individual Potential. Thus, improving quality leads to the
customer satisfaction and, ultimately, to customer loyalty

BIBLIOGRAPHY
http://www.statista.com/topics/1068/home-appliances/
http://www.whirlpoolindia.com/discover-whirlpool-the-company-lp

http://www.whirlpoolcorp.com/our-company/
https://www.google.co.in/search?q=whirlpool+company&ie=utf-8&oe=utf8&aq=t&rls=org.mozilla:en-US:official&client=firefoxa&channel=np&source=hp&gfe_rd=cr&ei=tQI5VqXWCsmA9AW0mZigAQ
http://www.prnewswire.com/news-releases/global-household-appliances-industry-2014-2019trends-forecast-and-opportunity-analysis-300088789.html
http://www.moneycontrol.com/competition/whirlpoolindia/comparison/WI
http://www.whirlpoolindia.com/board_of_directors
http://www.whirlpool.com/owners/
http://www.humanities.manchester.ac.uk/studyskills/assessment_evaluation/dissertations/method
ology.html
http://www.businessdictionary.com/definition/research-design.html
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Department of Business Management

Dr. Hari Singh Gour Central University, Sagar (M.P.)

Dear Respondents, This information is required for my survey project work titled A Study on

Customer Perception and Satisfaction of Whirlpool Air Conditioner, in Sagar City of

SQues
Questions 1
2
3
4
5
Customer
Satisfaction
tions
I
am
satisfied with the overall use of Whirlpool air conditioner.
1.
Product
1.I use
2. I will recommend Whirlpool air conditioner to my friends, relatives
whirl
pool
``
Air3. I will buy Whirlpool air conditioner, even if company increases
condi their prices.
4. Overall, I think Whirlpool is socially responsible company.
tione
r.
Madhya
Pradesh. Your responses will be kept highly confidential and will be used for academic and
2.I
research purpose only.
consi
Part-A
dered
Whir
Customer satisfaction toward Service Provided by Whirlpool in Sagar Region
lpool
To what extent do you agree or disagree with the following statement.
air
5. Strongly Agree
condi1. Strongly Disagree 2. Disagree 3. Neutral 4. Agree
tione
r as extend your suggestions for further improvement.
Kindly
most
_____________________________________________________________________________
popul
ar
Respondents
Sign.
Sahil khan
brand
.
_______________
BBA(Hons.) 3rdSemester
3.Packa
ging
and
labeli
Thank you for your cooperation
ng of
Whirl
pool
produ
Part-B
cts is
attract Profile:
Personal
ive.
Name
4.
Whirl(optional): ________________________________________
pool
Age (in years): Under 18
18-25
25-35
offer
warra
Gender:
Male
Female
nty in
Occupation:
Student
Professional
Housewife
its
produ
ct.
5.Brand
image
of
Whirl
pool
affect
my
buyin
g
decisi

35 & above

Service