Main Project

Executive
Summary
1
The Videocon Group operates through four key sectors. Consumer durables, Thomson
CPT, CRT glass, Oil and Gas. Videocon Appliances Ltd. is enjoying a predominant
position in terms of sales and consumer satisfaction in many of our consumer products
like color television, Washing machines,, Air conditioners, Refrigerators, Microwave
ovens and many other home appliances, selling them through a Multi-brand strategy with
the largest sales and service network in India. Refrigerator manufacturing is further
supported by inhouse compressor manufacturing technology in Bangalore.
The project which was assigned to me was to conduct “the study the potential market
of Videocon Refrigerator with the help of structured questionnaire method for
dealers and consumers, in Aurangabad.”
The purpose of the conduction of this project is to know the sales pattern from the dealers
and to know the market potential from the customer’s view. The area of operation is
limited to Aurangabad only. The main tool used to carry out this project is structured
questionnaire which is part of the opinion survey method. The questionnaire is designed
separately for both consumers and dealers. Structured questionnaire is the effective and
efficiently used research instrument. It is commonly used primary data collection tool for
research purpose.
Objective of my research is to conduct the comparative study of refrigerators available in

market and accordingly find out the market position of Videocon. To achieve this
objective, opinion survey method is used with the help of questionnaire. To analyze the
market position is means to observe the sales of the company product, whether it is
2
declining, stationary or growing. Along with this main objective, other secondary
objectives are also get fulfilled. These objectives are:
i) To know the consumer requirements regarding refrigerator.
ii) To explore the market of refrigerator in Aurangabad
iii) To study the effect of satisfaction level of dealers on product sale
iv) To identify the factors related with the switching of customers from the
company’s brand to other brand.
There are definite findings of the study:
On the basis of information collected in preliminary survey, it was found that there is
no declination of product in the market but the growth rate is also not the
considerable, in Aurangabad.
i) During the survey it was found that there is a group of customers which wants
to be loyal with the Videocon.
ii) It is also found that there is a noticeable percentage of dissatisfied consumers
also which are having complaints about the post purchase service.
iii) Dealers are not satisfied with the given profit margin which effects badly on
sales.
iv) Consumers are demanding improved technology in relation with the
sensitivity and nutritional value retention.
v) Customers are conscious for the look of Refrigerator as it got some status
symbol.
vi) There is a demand of size changes in different compartments of refrigerator
from consumers.
Recommendations:
Videocon has great chance of success with improved quality to lower price and
attractive profit margin for dealers.
Recommendations in Design of the product:
i) Increase the total warranty period for complete refrigerator.
ii) Double door refrigerator should start from 190 liters model.
iii) Frost free technology should be provided in single door refrigerators.
3
iv) Reduce the size of freezer box and increase it of vegetable box compartment
v) Refrigerator stand should either in built or should provided by the company.
vi) Water dispenser facility should provide in single door 180 liters model.
Other recommendations:
i) It is really very necessary to develop a strong network of distribution
ii) An attractive profit margin should be given to the dealers to enhance the sale,
along with the profit margin some attractive offers should also be provided in
festive season at least.
iii) Videocon should provide flexible warranty for the whole refrigerator.
iv) Service provided by the company should be improved for both dealers and
consumers.
4
Chapter 1
Introduction
5
 Statement of problem
Statement of problem is the core part of any research. If problem is clear and well defined
other work of research can easily be formulated. During summer project assigned to me
was “To study the potential market of Videocon Refrigerator with the help of
structured questionnaire method for dealers & customers, in Aurangabad.”
In this statement the problem, instrument used, and the area covered are clearly
mentioned. Key word ‘Potential market’ means the consumers who profess some level of
interest in a particular product or service. And ‘structured questionnaire’ means a set of
questions having definite answers
 Objectives of the study
As there are many brands available for refrigerators in market. So the main purpose of the
study is to conduct the comparative study of refrigerators available in market &
accordingly find out the market position of Videocon.
 Sub Objectives
 To know the consumer requirements regarding refrigerator

 To study the effect on of satisfaction level of dealers on product sale
6
 To identify the factors related with the switching off customers from
company’s brand to other brand
 To understand new trends in demand, production & sales of refrigerator
 Scope of study
The scope of study was limited to the following areas:
Sr. No. Respondents Area Covered

1. Customers Gadia-vihar, MIDC Colony, Satara
Parisar(near MIT), Samarth nagar,
Cidco, High Court Colony, Ulka nagari
2. Dealers All 25 dealers within the city with other
co-areas like Walunj, Gewrai, Satara
Parisar, Kaudgaon
 Significance of the problem

Potential market means the consumers who profess some level of interest in a particular
product or service. To study the potential market of refrigerator means to know the
capacity of acquiring market and accordingly the shares. Objective of the study plays an
important role for the success of the study. Market research plays significant role in
formulating the strategies and plans, it can b based on product, price, place or promotion
 Assumption:
Assumption about the research means to predict the solution of the problem. The
assumption of the study is Sales of the refrigerator is not at the growth stage, instead it is
in stationary phase
7
 Limitations of the problem:
 The scope of the problem is limited only for the Aurangabad
 The study of potential market by using the only tool-questionnaire is not sufficient
 Convenient type of sampling is also not exploring the research.
Chapter 2
Company Profile
8
History of Company:
Videocon a multinational group contributing to nation progress in several fields like
electronics goods, petrochemical leasing and finance etc.the first plant was established in
Ahmednagar in Maharashtra state in 1983. two plants namely RAJKUMAR PVT LTD.
and KAPIL ENTERPRISES come together and formed the VIDEOCON
INTERNATIONAL LTD.
9
Brief History Overview:
Production of black &

1984
white and color TVs
Production of washing
1987
machines
Home entertainment
1989-90 system
AC
1991 Refrigerator
Coolers
1995 Glass shell for CPT
10
Compressors
1998 Compressor motors
Philip color TV plant

2000
takeover
Electrolux India 3 plants

takeover
2005 Thomson CPT
acquisition
HEIGHLIGHTS OF VIDEOCON INDUSTRIES LTD.
 India’s No.1 Consumer Electronics & Home Appliances Company

 .Implements Complete Backward Integration from sand to branded TV’s
 .30% market share in Consumer Electronics & Durables.
 Low production cost from Ravva Oil drives up the bottom line.
 Will soon foray into DTH, Retail, Telecom & Power.
 Diversified goods portfolio.
 Caters to lower, middle & premium segments of the market.
 Wide distribution network.
 9 major brands under its kit. Recently acquired Planet M
Today the group operates through four key sectors:

i) consumer durables ii) Thomson CPT iii) CRT Glass iv) Oil & Gas
Consumer Electronics, Home Appliances & Compressor manufacturing in India
We enjoy a pre-eminent position in terms of sales and customer satisfaction in many of
our consumer products like Colour Televisions, Washing Machines, Air Conditioners,
11
Refrigerators, Microwave ovens and many other home appliances, selling them through a
Multi-Brand strategy with the largest sales and service network in India. Refrigerator
manufacturing is further supported by our inhouse compressor manufacturing technology
in Bangalore.
Display industry and its components

With the Thomson acquisition Videocon has emerged as one of the largest Colour Picture
tube manufacturers in the world operating in Mexico, Italy, Poland and China, continuing
to lead through new innovative technologies like slim CPT, extra slim CPT and High
Definition 16:9 format CPT.
Color Picture Tube Glass

Videocon is one of the largest CPT Glass manufacturers in the world with a high level of
experience and technical expertise operating through Poland and India. Videocon will
leverage on this synergy after the Thomson acquisition to internally source glass for its
CPT manufacturing increasing efficiencies and lowering costs.
Oil and Gas

An important asset for the group is its Ravva oil field with one of the lowest operating
costs in the world producing 50,000 barrels of oil per day. The group has ambitious plans
for expansion in this sector globally.
GROUP PROFILE:
12
INTERNATIONAL CERTIFICATIONS:
• ISO 9002 quality certification
• CE approval for exporting to Europe
• VDE testing and certification institute, Germany
• UL certification: Videocon products are certified by Underwriters Laboratories,
USA, as being compliant with international safety standards
• Also corresponds with British Standards
Tie-ups with Global Leaders:
13
Partner Product Nature of tie-up
Samsung electronics Fly Back transformers, Technical Support
Tuners.
Matsushita Electric Washing Machines Technical collaboration
Matsushita Electric Air Conditioners Design & drawing
Matsushita Electric Refrigerators Design & drawing
Samsui Electric co. ltd Audio Products ODM for Indian market
and Color TV
Techneglas Glass shell Technical collaboration
Akai Audio Products & color TV ODM for Indian market
Hyundai Color TV ODM for Indian market
Electrolux AB Sweden Refrigerator, Air 1.ODM for Indian market
Conditioner & Washing 2. Sourcing of components
Machine for Global market
3. ODM for Global Market
Multi-brand Strategy:
Over the years Videocon’s tactic was to buy distraught over the world and revive them by
making low and elsewhere. Consumers depending on their annual income will switch
onto different brands from time to time. VIL’s study reveals that spotlight on one brand
will not cater to different segments of the market. VIL therefore serves a range of
products through its multi brand shopping cart. VIL’s multi-product plan has assisted
company to achieve a place at top of the podium with 30% market share. VIL is
triumphant in churning loss making brands to productive integrating them with its
existing manufacturing plants. VIL is the only domestic company to survive in razor
thanks to its diversified product portfolio. Companies all low-cost components in India
assets by thin margin industry
14
MANAGEMENT
BOARD OF DIRECTORS:
• Mr. Venugopal N Dhoot

• Mr. Pradeepkumar N Dhoot
• Mr. K C Srivastava
• Mr. Kuldeep Kumar Drabu
• Mr. Satyapal Talwar
• Mr. S Padmanabhan
• Maj. Gen. S C N Jatar
15
• Mr. Arun L Bongirwar
• Mr. Didier Trutt (Nominee - Thomson S.A)
• Mr. Johan G Fant (Nominee - AB Electrolux (Publ) )
• Mr. B Ravindranath (Nominee - IDBI Limited)
• Mr. Ajay Saraf (Nominee - ICICI Bank Limited
VISION & MISSION
Videocon’s mission: a reflection of continuity and change.
Videocon’s mission expression has been crafted to envelope both extant and
emerging realities:
“To delight and deliver beyond expectation through ingenious strategy, intrepid
entrepreneurship, improved technology, innovative products, insightful marketing and
inspired thinking about the future.”
16
A breakdown of the statement above reveals a ‘means and end’ approach, where the end
is articulated at the beginning with the means linked to it.
“To delight and deliver beyond expectation…”: the end
This segment not only underlines the importance of the ultimate goal - customer
satisfaction (‘delight’) and ultimate target - the customer, but also of intermediate
processes and principals, which have contributed to building a robust, dependable
Videocon value chain (‘deliver’). As a result of its focus on developing loyal customers
and reliable associates, Videocon is able to exceed expectations.
“…through ingenious strategy…”: the means
In the cutthroat world of today, it is only by taking recourse to advance planning and
strategy that a business can hope to survive. Although textbook strategy has its uses,
reproducing it in verbatim for the real world would be foolish because of the absence of
textbook conditions. Thus, there is a need for a bounded rationality, a spontaneity and
improvisation that is flexible enough for scenarios both imaginable and unimaginable.
Videocon’s ingenious manoeuvres are actually flexi-strategy that abstracts from shifting
ground conditions and decides game-plans, or sometimes changes the rules of the game.
“…intrepid entrepreneurship…”: the means
An enterprise with the odds stacked against it makes great business sense. This is because
higher the obstacles, lower the number of players likely to be active in that field - thus,
fetching extraordinary returns. The only requirement is a bold and confident attitude
willing to brave the odds. Videocon’s foray into oil and gas is a bold and intrepid
endeavour that arises from immense faith on the surefooted competence of the company’s
in-house managerial talent.
17
“…improved technology…”: the means
Technology is no more a premium input; it has become the bare minimum in recent
years. Rapid advances have only fuelled this phenomenon. Videocon is extremely
vigilant in shunting out dated technology and replacing it with the best-in-class offers of
the times.
“…innovative products…”: the means
Product development, innovation and customisation are the tools Videocon uses to stay
ahead of the competition. This is because a continuous stream of innovative products
excites the market and enhances brand recall. A strategy that Videocon banks on a lot,
especially on the domestic front.
“…insightful marketing…”: the means
The market share battle scene has long shifted from technology and processes to the
psyche of the customer. This means that those with deeper insights into the elusive mind
of the buyer are likely to dominate. Videocon is reinforcing marketing strengths to read
better the pulse of the market and help create products that map perfectly into customer
preferences.
“…inspired thinking about the future.”: the means
The future is unpredictable, but not doing anything about it is fraught with grave risk.
Videocon extrapolates future trends on the basis of current changes in technology and
preferences as well as sheer gut feel. Fine-tuned business instincts are worth their weight
in gold, lots of it. The company has perfected its practice almost into an art form with
some calculated gambles like oil and gas proving to be absolute money-spinners
18
VALUES & PHILOSOPHY:
Shri Nandlal Madhavlal Dhoot, the founder of the Videocon Group, completed his
education in Ahmednagar and Pune. He was a successful sugarcane and cotton cultivator.
As a next logical step to vertical integration, he boldly took upon an entrepreneurial
venture by importing machinery from Europe to set up the Gangapur Sakhar Karkhana
(Sugar Mill) in 1955. Those were the times when the village did not even have electricity.
Thus was unleashed an Industrial Revolution.
The die was cast. Over the years, Nandlalji's path-breaking attitude found expression in a
myriad ways, earning him the well-deserved reputation of the pioneer of industrial
activity in Marathwada India.
In early 80's Nandlalji initiated his three sons - Venugopal, Rajkumar and Pradeep into
business. Through a technical tie up with Toshiba Corporation of Japan, he launched
India's first world-class color Television: Videocon. Today, Videocon is household name
across the nation- India's No. 1 brand of Consumer Electronics & Home Appliances,
trusted by over 50 million people to improve their quality of life.
VARIOUS DEPARTMENTS & RESPECTIVE HOD’s
19
HOD
DEPT.
Mr.A H Pande
PPC Dept.
Mr. S Patil
D & D Dept
Mr. K H Belsare
Purchase Dept
Mr. P Kalaskar
Stores Dept
Mr. Shinde
Production dept
Mr. M Badale
Paint Shop Dept
Mr. Bramhapurikar
Quality Control Dept
Mr. Garje
BSR Dept
Mr. Vidhate
Maintenance Dept
Mr. Lokesh Lavti

Accounts Dept
HR Dept Mr. K K Sukumaran
CORPORATE GOVERNANCE
20
Company’s philosophy on code of Governance
The company's philosophy on corporate governance enshrines the goal of achieving the
highest levels of transparency, accountability and equity in all spheres of its operations
and in all its dealing with the shareholders, employees, the government and other parties.
The company believes in the philosophy on code of corporate governance, which
provides a structure by which the rights and responsibility of different constituents, such
as the board, employees and shareholders are carved out. In carrying out this, it is ensured
that the company's objectives are well defined and performance against those objectives
are adequately measured and monitored.
Corporate governance is considered as an important tool for shareholders protection and

maximization of their long -term values. The cardinal principal such as accountability,
responsibility, transparency and fair disclosure serve as the means for achieving this.
Future Plans:
To strengthen and maintain & its leadership status, the Videocon group has clearly
charted out its course for the future. Aggressive development is in full swing at the R &
D Centres to bring out state-of-the-art technologies including True Flat, Slim, Extra Slim,
Plasma & LCDs, at the earliest.
Cost rationalization processes - are in various stages - including rationalizing factories in

Europe, increasing automation and improvement of efficiency in China, accessing flass
shells from India for international CPT facilities and a lot more - are in various stages of
implementation.
Internationally all existing client relationships are being strengthened. The cost
competitiveness and increase in capacity in Mexico and Polland has opened up big
opportunities in the OEM business.
Last but not the least, in the domestic market consolidation with multiple brands paves
21
the way for an unassailable lead in the market.
In the Oil & Gas business, having all the basic operator capabilities of a prospecting
entity, the group is looking to add more explorations and production depth as also oil
bearing assets. The group will also get into gas distribution in India significantly
Social Commitment
Employee contribution:
Videocon believes its most valuable capital are its people. Nurturing their
personal growth is tantamount to building the group's future.
As the group enlarges to envelope people from diverse social and cultural
backgrounds, creating opportunities of exchange, learning and exposure to a unique
corporate ethos is becoming extremely important.
Videocon's main training centre in India is supplemented by other learning
resources strategically located around the globe. These offer advanced programs designed
to develop management and operational skills.
Result-oriented seminars on varied topics and workshops by world-famous
motivators encourage people to expand their potential. These initiatives inspire them to
develop their creativity, thus helping build capable professionals and responsible
members of society.
From 4th March 2005 to 12th March 2005 we celebrated safety week and
organized slogan competition, poster competition, and essay writing competition. The
prize distribution function was held at Vivekanand hall and the prizes were awarded by
Mr. S S Nabar, Mr. Shenoy R. G, Mr. Vinay Lambay.
Cricket:
22
The Videocon School of cricket was launched in Kolkata to train budding talent in the
age group of 10 to 17. The academy has been undertaken in cooperation with the captain
of the Indian cricket team, Saurav Ganguly, who has been designated Chief Coach. It
aims to put about 700 students through the paces every year.
Sponsorship of cricketing events across the globe underlies Videocon's commitment and
passion for sports as well as its goal to connect with a global audience.
23
Product Profile
24
Frost free Refrigerator:
25
Direct Cool Refrigerators
26
VIDEOCON REFRIGERATORS MARKET SHARE:
27
VIDEOCON REFRIGERATORS:
• VIL’s in-house capacity to manufacture company in terms of price benefit.
• VIL’s refrigerators are put up for sale in the market under various brand names
such as Electrolux, Kelvinator, Kenstar & Videocon.
• Refrigerator market has grown @ 22% in 2007 back new product as well as
replacement market.
• Demand for frost free segment is on a higher side. Electrolux & Kenstar looks
after frost free segment.
What is Refrigerator?
A refrigerator (often called a "fridge" for short) is a cooling appliance comprising a

thermally insulated compartment and a heat pump - a mechanism to transfer heat from it
to the external environment, cooling the contents to a temperature below ambient.
Refrigerators are extensively used to store foods which deteriorate at ambient
temperatures; spoilage from bacterial growth and other processes is much slower at low
temperatures. A device described as a "refrigerator" maintains a temperature a few
degrees above the freezing point of water; a similar device which maintains a temperature
below the freezing point of water is called a "freezer". The refrigerator is a relatively
modern invention among kitchen appliances. It replaced the icebox and the icemaker,
which had been a common household appliance for almost a century and a half prior. For
this reason, a refrigerator is sometimes referred to as an "icebox". Freezers keep their
contents frozen. They are used both in households and for commercial use. Most freezers
28
operate around minus 18 °C (0 °F). Domestic freezers can be included as a compartment
in a refrigerator, sharing the same mechanism or with a separate mechanism, or can be
standalone units. Domestic freezers are generally upright units, resembling refrigerators,
or chests, resembling upright units laid on their backs. Many modern freezers come with
an icemaker.
IMPACT ON LIFESTYLE:
The invention of the refrigerator has allowed the modern family to purchase, store, and
freeze, prepare and preserve food products in a fresh state for much longer periods of
time than was previously possible. For the majority of families without a sizeable garden
in which to grow vegetables and raise livestock, the advent of the refrigerator along with
the modern supermarket led to a vastly more varied diet and improved health resulting
from improved nutrition. Dairy products, meats, fish, poultry and vegetables can all be
kept refrigerated in the same space within the kitchen (although raw meat should be kept
separate from other foodstuffs for reasons of hygiene).
The refrigerator allows families to consume more salads, fresh fruits and vegetables
during meals without having to own a garden or an orchard. Exotic foodstuffs from far-
off countries that have been imported by means of refrigeration can be enjoyed in the
home because of the availability of domestic refrigeration.
The luxury of freezing allows households to purchase more foods in bulk that can be
eaten at leisure while the bulk purchase provides cost savings (see economies of scale).
Ice cream, a popular commodity of the 20th century, was previously only available by
traveling long distances to where the product was made fresh and had to be eaten on the
spot. Now it is a practically ubiquitous food item. Ice on-demand not only adds to the
enjoyment of cold drinks, but is useful in first-aid applications, not to mention cold packs
that can be kept frozen for picnics or in case of emergency.
29
SPECIAL FEATURES OF VIDEOCON REFRIGERATOR:
There are altogether more than 20 models of Videocon Refrigerator available in market,
which includes direct cool & frost free both types.
1. India’s first ever germ free range of refrigerators
How Videocon” bacteria liner stops germs from building empire in your refrigerator?
Silver icons- According to the moisture level the anti bacterial liner releases silver ions to
destroy cell membranes of germs. Thereby, stopping their growth by 99.9%.
Active Oxygen- Active oxygen generated from the action of silver ions helps in
sterilizing your refrigerator environment. Giving your food all round protection by
keeping it fresh for longer durations.
Anti-bacterial Liner (something no other refrigerator can promise)- Videocon has always
brought you state-of-the-art technology. The Anti-Bacterial Liner for its refrigerator
range is another one. As the name suggest, the Anti-Bacterial Liner protects the entire
refrigerator by preventing bacteria, fungi and other germs from entering the refrigerator.
So that healthy eating will never be a problem for both you and your family. By totally
banning the entry of germs, this technology guarantees an all-round protection for the
food stored in your Videocon refrigerator.
2. Watermatic (water dispenser)

A neat little innovation, designed to give you access to chilled water without you having
to open the door for it. Now, sip on cool refreshing water from your very own waterfall.
Built in the form of gravity controlled water dispenser on your Videocon Water
Refrigerator door
3.Digital Sensi Flow
30
Being the master of innovation, Videocon gives you an all-new refrigerator with a brain
of its own. Designed to keep your food fresh and nutritious for longer by maintaining a
uniform and continuous circulation of cool air. Now, why visit a nutritionist when you
can have a Videocon refrigerator with the Digital Sensi Flow technology at home?
4. Energy Efficient
Find the all-new European Auto Cool Technology in your Videocon Direct Cool
Refrigerator applauded by consumers across India for being the most energy efficient
refrigerator. Videocon Direct Cool range of refrigerators come with a unique compressor
developed specifically for India's climatic condition. These refrigerators give you
superior cooling and an electricity bill that you won't dread getting at the end of the
month.
31
Chapter 3
Review of
Literature
32
Under this heading, the literature about the project in other words, theory of project is
been discussed. As the topic of my project was based on market research using the
questionnaire as an instrument, theory of project includes discussion about market
research.
Market research is a clearly defined search for answer to some questions, which if
answered would lead the company to make critical marketing decisions on a strategic or
tactical level.
The need of market research is for the information. A valid information is having
significant role in any industry. The following list is a snapshot of the kind of studies that
have actually been done in India.
 A study of consumer buying habits for various products
 To find out the potential demand
 To find out what factors would affect the sales
 To find out the effectiveness of the advertising campaign
 To determine brand awareness & brand loyalty
 To determine appropriate product mix, price level & target market
 To find the customer satisfaction level
 To determine factors which influenced consumers in choosing a brand
33
The role of marketing research:
Segmentation
Target market
Selection
Positioning
Marketing strategy
Information for
marketing
decisions
Marketing plan 4 Ps of
marketing
Product
Pricing
Promotion
Place
When to do marketing research?
Marketing research can be done when:
34
• There is an information gap which can be filled by doing research
• The cost of filling the gap through marketing research is less than the cost of
taking a wrong decision without doing the research
Limitations
It must be kept in mind that marketing research, though very useful most of the time
is not the only input for decision making. It is obviously some other models of
informal perception about consumer behavior, needs & expectations that is at work.
Many businessmen & managers base their work on judgment, intuition & perceptions
rather than numerical data.
Thus marketing research is not always the best or only source of information to be
used for making decisions. It works best when combined with judgment, intuition,
experience & passion. For instance, even if marketing research were to show there
was demand for a certain type of product, it still depends on the design and
implementation of the appropriate marketing plans to make it succeed. Further,
competitors could take actions which were not foreseen when marketing research was
undertaken.
This also lead us to conclude that the time taken for research should be the minimum
possible, if we expect the conditions to be dynamic, or fast changing.
Research process:
To carry out the research with proper results, there is a definite path to conduct it.
This path is commonly known as research process, which is shown in following
figure:
35
Information need
felt
Define the research

objective
Design the
research
methodology
Plan & do
secondary research
Marketing Action
Plan & do primary
research
Tabulation &
analysis
Report writing &

presentation
36
Type of research in which this research can be framed is descriptive type of research.
Typically descriptive studies are either longitudinal or cross-sectional. Longitudinal type
of study, generally takes the form of a sample of respondents who are studied over a
period of time from a few months to few years. This type suffers from a selection bais.
Cross sectional design- this is most commonly used in marketing research. This is a one
shot research study at a given point of time, and consists of a sample (cross section) of
the population of interest.
Its advantages are that it gives a good overall picture of the position at a given time. The
disadvantages could be that a cross sectional study tends to rely too much on numbers,
can be affected by poor quality of interviewer or supervisors and tend to view the
population in terms of too many generalization.
On the whole, though, cross sectional research appears to be most preferred by market
researchers and their clients on account of its simplicity & understandability.
Sampling:
Sampling consists of many elements the most important element is human respondent,
who could be consumer, potential consumer, a dealer or a person. Some other possible
elements for a study could be companies, families or household, retail stores etc.there are
two major types of sampling- probability sampling and non-probability sampling. Yhe
sampling technique used in this research is convenience sampling. It involves picking any
available set of respondents convenient for the researcher to use unless a sample is
chosen with a known and explicit, replicable methodology, the danger that a sampling
unit may be one-of-a-kind or non-representative of the population.
37
Chapter 4
Research
Methodology
38
Research is an ORGANIZED and SYSTEMATIC way of FINDING ANSWERS to
QUESTIONS.
SYSTEMATIC because there is a definite set of procedures and steps which you will
follow. There are certain things in the research process which are always done in order to
get the most accurate results.
ORGANIZED in that there is a structure or method in going about doing research. It is a

planned procedure, not a spontaneous one. It is focused and limited to a specific scope.
FINDING ANSWERS is the end of all research. Whether it is the answer to a hypothesis
or even a simple question, research is successful when we find answers. Sometimes the
answer is no, but it is still an answer.
QUESTIONS are central to research. If there is no question, then the answer is of no use.
Research is focused on relevant, useful, and important questions. Without a question,
research has no focus, drive, or purpose.
Research is an organized inquiry designed and carried out to provide information for
solving problems.
According to Francis Rummel : “Research is careful inquiry or examination to discover
new information or relationships and to extend and to verify existing knowledge.”
The purpose of research is gaining knowledge, which will be used for solving problems
(applied research) or for satisfying one’s thirst for knowledge (pure research).
39
The goals of research may be discovering new facts, establishment of new relationship,
creating of new concepts, and verification of existing concepts, finding solution to a
problem or satisfying one’s desire to know.
Methodology is defined as
1. "the analysis of the principles of methods, rules, and postulates employed by a

discipline" or
2. "the development of methods, to be applied within a discipline"
3. "a particular procedure or set of procedures".
Methodology includes the following concepts as they relate to a particular discipline or

field of inquiry:
1. a collection of theories, concepts or ideas;

2. comparative study of different approaches; and
3. critique of the individual methods
Methodology refers to more than a simple set of methods; rather it refers to the rationale
and the philosophical assumptions that underlie a particular study. This is why scholarly
literature often includes a section on the methodology of the researchers. This section
does more than outline the researchers’ methods (as in, “We conducted a survey of 50
people over a two-week period and subjected the results to statistical analysis”, etc.); it
might explain what the researchers’ ontological or epistemological views are.
40
‘REASEARCH METHODOLOGY’
Research Methodology Adopted
Research Design : Descriptive research

Research Instrument : Structured Questionnaire
Sampling Plan
Sampling Method : Non-Probability sampling

(Convenience Sampling)
a)Sampling Size : 215
b)Sampling Unit : Customers (200) and
Dealers (25)
Sampling Design
Convenience Sampling, as the name suggests, it is based on the

convenience of the researcher who is to select a sample. Respondents in the sample are
included in it merely on account of their being available on the spot where the survey was
in progress.
41
Source of Data
a)Primary Data: Structured Questionnaire
b) Secondary Data : Company data, Journals
Research methodology is the systematic and objective search for analysis of information
relevant to the identification and solution of any problem in the field of business.
PROCESS OF SAMPLING:
Sampling is the process of learning about the population on the basis of the
sample. Sample is that part of the universe which we select for the purpose of
investigation sample should exhibit the characteristics of the universe. It should be micro
some a word that literally means “small universe”.
Paul L. Erodos and Arther J. Morgan defined a sample as “Statistical sampling
may be defined as the processes selecting a segment of universe to obtain information of
ascertainable reliability about the population”.
Sampling is essential part of all scientific procedure. It is well developed in
biological research, physics, chemistry and social sciences. The method used for
sampling for this project is interview.
For this work sample size is 225.
Category No. of respondent

Customers 200
Dealers 25
42
Sample size
25
Customers
Dealers
200
METHOD OF DATA COLLECTION
Introduction to Primary data:

Primary data is the real finding which are collected by the way of an
interview, mail survey, observations etc. for this project the primary data is collected is
by the way of Questionnaire. Questionnaire is one of the chief means of collecting data.
Questionnaire:
A questionnaire is a series of questions asked to individuals to obtain statistically useful
information about a given topic[1]. When properly constructed and responsibly
administered, questionnaires become a vital instrument by which statements can be made
about specific groups or people or entire populations.
Questionnaires are frequently used in quantitative marketing research and social research.
They are a valuable method of collecting a wide range of information from a large
number of individuals, often referred to as respondents. Good questionnaire
construction is critical to the success of a survey. Inappropriate questions, incorrect
ordering of questions, incorrect scaling, or bad questionnaire format can make the survey
valueless.
43
Introduction to Secondary data:
Secondary data is the work or findings which are already present.
Secondary data is in the form of published and unpublished documents, reports,
magazines, letters etc.
44
Chapter 5
Data Analysis
&
Interpretation
45
Interpretation of data collected
1 Do you have a refrigerator?
a) Yes
b) No
Options Yes No Total

Respondent 190 10 200
Percentage (%) 95 5 100
Possession of refrigerator
No
5%
Yes
No
Yes
95%
Interpretation:
From the record it is seen that 95% of respondents have refrigerator. And only 5% of
respondents don’t have a refrigerator. Thus is can be seen that, nowadays refrigerator is
an essential home appliance for domestic users.
46
2 Brands of refrigerator that customers having
a) Videocon e) Godrej
b) LG f) Voltas
c) Whirlpool g) Samsung
d) Electrolux h) Others (Kelvinator, Kenstar, Blue star, Allwyn
etc.)
Options Videocon LG Whirpool Electrolux Godrej Voltas Samsung Others Total

Respondent 28 32 32 4 64 4 16 20 200
Percentage 14 16 16 2 32 2 8 10 100
Types of refrigerator available in market
Videocon
LG
Whirpool
Electrolux
Godrej
Voltas
Samsung
Others
Interpretation:
From the record it is seen that Godrej brand is the most used, but
according to current trends LG, Whirlpool and Videocon are preferred by customers.
Brands like Samsung, Eletrolux and Other complete the pie-chart.
3. Brands in the refrigerator that dealer sell?
a) Videocon e)Godrej
47
b) LG f) Voltas
c) Whirlpool g) Samsung
d) Electrolux h) Others (Kelvinator, Kenstar, Blue star, Allwyn )
Options Videocon LG Whirpool Electrolux Godrej Voltas samsung Others
Dealers 4 6 3 1 4 1 5 1
Percentage 16 24 12 4 16 4 20 4
Brands of refrigerator available at dealers
Videocon
LG
Whirpool
Electrolux
Godrej
Voltas
samsung
Interpretation:
6 dealers out of 25 keep LG refrigerator, followed by Samsung (5),
Videocon and Godrej have joint 3rd rank with 4 dealers. Thus Videocon needs to
improve on its distribution in order to withstand tough competition from brands
like LG, Samsung, Whirlpool and Godrej.
4. Rank the aspects that you look in a refrigerator
Results:
48
Rank Customers Dealers
1 Brand Brand
2 Space Space
3 Aesthetics Cost
4 Warranty / guarantee Aesthetics
5 Cost Warranty / guarantee
6 Power consumption Power consumption
7 Cooling time Cooling time
8 Other Other
Interpretation:
From the above table it is clear that, Brand and Space are the most
important aspects that are considered by customers. According to customers the next
option considered is Aesthetics while dealers are of opinion that customers rate Cost in
front of Looks. Warranty/guarantee is given 4th rank by customers, while dealers gave it
5th rank. Remaining ranks are same for customers and dealers.
5. Plans to buy a new refrigerator in near future
a) Yes
b) No.

49
Plans to buy new refrigerator in near future
Yes
27%
Yes
No
No
73%
Interpretation:
From the above chart it is clear that 54 respondents are going to buy the
refrigerators in near future, thus 27% of the population can be potential customers.
6. Color that customer prefer while purchasing refrigerator?
Customer’s response:
Options Red Blue Green White Metallic Other Total

Respondent 32 43 2 26 84 22 200
Percentage (%) 16 17 1 13 42 11 100
50
Colors preferd by customers
Other Red
11% 15%
Red
Blue
Green
Blue White
Metallic 21% Metallic
40% Green Other
White 1%
12%
Interpretation:
It can be seen that, according to the current trends Gray metallic is most
liked by customers (42%), which is followed by blue colour. Also Steel colour is
liked by the customers
7. Colors that are preferred by customers according to dealers
Dealer’s response:
options red Blue green white metallic other Total

Respondent 4 2 1 3 10 5 25
Percentage 16 8 4 12 40 20 100
51
Colors prefered by customers acc. to dealers
other red
20% 16%
Blue red
8% Blue
green
green white
4% metallic
white other
metallic
12%
40%
Interpretation:
According to dealers Metallic, Steel and Red followed by Blue are most
liked by customers.
8. Capacity that is preferred by the customer.
a) 90 lit d) 250 lit
b) 180 lit e) 280 lit
c) 220 lit f) above 280 lit
52
Options 90 lit 180 lit 220 lit 250 lit 280 lit Above Total
280 lit
Respondent 6 90 40 44 8 12 200
Percentage 3 45 20 22 4 6 100
Capacity prefered by customers

Above 280 lit
6%
280 lit 90 lit
4% 3%
90 lit
250 lit
180 lit
22%
220 lit
180 lit 250 lit
45% 280 lit
220 lit Above 280 lit

20%
Interpretation:
From the records it can be seen clearly that, 45% of the customers prefer 180lit capacity.
250lit capacity closely follows with 22%, while 20% of customers refer 220lit.
9. Capacity that is preferred by dealers:
a) 90 lit d) 250 lit
b) 180 lit e) 280 lit
c) 220 lit f) above 280 lit
Option 90 lit 180 lit 220 lit 250 lit 280 lit Above Total
280 lit
Respondent 2 7 6 5 3 2 25
53
percentage 8 28 24 20 12 8 100
C ap acity p refe red b y cu sto m er acc. to d ealers
A bove 280 lit 90 lit

280 lit 8% 8%
90 lit
12%
180 lit 180 lit
28%
220 lit
250 lit
250 lit
20% 280 lit
220 lit A bove 280 lit
24%
Interpretation:
According to dealers single door 180lit is most liked by customers. It is followed by
250lit double door and 220lit single door.
10. Type of refrigerator that is preferred :
a) Frost free
b) Direct cool
Options Frost free Direct cool Total

54
Type of refrigerator prefered by customers
Direct cool
35%
Frost free
Direct cool
Frost free
65%
Options Frost free Direct cool Total

Respondent 13 12 25
55
T y p e o f re frig e ra to r p re fe re d b y c u s to m e rs a c c . to d e a le rs
D irec t c ool
48% F ros t free
F ros t fre e D irec t c ool
52 %
Interpretation:
According to the current trends 65% of the respondents prefer Frost free
refrigerators. While 35% of the respondents prefer Direct cooled refrigerators.
Similarly according to dealers frost free is more liked by customers against direct
cooled refrigerators nowadays.
11. Door type that is preferred by the customers:
a) Door with handle
b) Door without handle
Options Door with handle Door without handle Total

56
Door type prefered by customers
Door without handle

20%
Door with handle

Door without handle
Door with handle
80%
Options Door with handle Door without handle Total

Respondent 23 2 25
57
Door type prefered by customer acc to dealers
Door without handle

8% Door with handle
Door without handle

Door with handle
92%
Interpretation:
From the records it can be seen that 80% of the customers like doors with
handle, while 20% of them don’t prefer it. According to dealers almost all customers
prefer door with handle.
12. Would you like to have designer door (floral finish):
a) Yes
b) No.

58
D esigner door prefered by customer
No
43% Yes
No
Y es
57%

Respondent 22 3 25
59
D esig n er do or p refered b y dealers
No
12%
Y es
No
Y es
88%
Interpretation:
From the records it is clear that 57% of customers liked the idea of
Designer door and willing to accept the same. While 43% customers liked the door
without any design (Plane front paneled door). According to dealers almost all the
customer will like designer doors.
13. Requirement of water dispenser:
a) Yes
b) No.
60
necessity of water dispenser
No
28%
Yes
No
Yes
72%

Respondent 10 15 25
61
D em an d o f w a ter d isp en ser b y d eale rs
Y es
Y es
40%
No
No
60%
Interpretation:
From the records it is clear that 72% of customers liked the idea of Water
dispenser and require the same, while 28% customers don’t require water dispenser.
According to dealers, customers do not prefer water dispenser. This is based on the
sales experience of the dealers.
As dealers gave information on the basis of past sales and customers gave
information according to current trends and future needs, so views of dealers and
customers contradict.
14. Requirement for storing 2 and 2.5 lit. Bottles in the refrigerators
a) Yes
b) No

62
R e co m m e n d atio n fo r sto rag e o f 2-2 .5 lit b o ttle s
No
28%
Y es
No
Y es
72%

Respondent 17 8 25
63
Recommendation for storage of 2-2.5 lit bottles
No
32% Yes
No
Y es
68%
Interpretation:
From the records it is clear that 72% require arrangement for storing 2 &
2.5lit bottles in refrigerators, while 28% customers don’t need that facility. According
to dealers, most of the customers require arrangement for storing 2 and 2.5lit bottles
in refrigerator.
15. Do you check about the quality of service (post purchase), before purchasing the
refrigerator
a) Yes
b) No

64
Quality of post purchase service by the customers
No
26%
Yes
No
Yes
74%

Respondent 23 2 25
Qu ality o f p o st p u rch ase service ch ecked b y d e alers
No
8%
Y es
No
Y es
92%
65
Interpretation:
From the records it is clear that 74% of customers collect information
about the brand’s service quality and only 26% do not gather this information.
According to dealers, almost all customers collect information about the brand’s
service quality.
16. Do you ask about compressor and other specification of the refrigerator
a) Yes
b) No

66
Aw areness about compressor in customers
Yes Y es
47%
No
No
53%

Respondent 3 22 25
Aw aren ess ab out co m pressor in cu stom ers acc.to dealers
Y es
12%
Y es
No
No
88%
67
Interpretation:
From the records it is clear that 47% of customers ask for compressor and
its specifications, while 53% customers don’t ask for such technical information.
According to dealers, most of the customers barring few from technical background
do not ask about compressor and other specification of the refrigerator.
17. What would you prefer in refrigerators?
a) Single Door
b) Double Door
Options Single door Double door Total

68
D o o r ty p e p re fe re d b y c u s to m e rs
S ingle door
S ingle door
47%
D ouble door
D ouble do or
53%
Options Single door Double door Total

Respondent 17 8 25
D oor type prefered by customers acc. to dealers
Double door
32% S ingle door
Double door
S ingle door
68%
69
Interpretation:
From the records it is clear that 47% of customers liked single door
refrigerators. But according to current trends double door concept is rapidly
increasing and it holds 53% share. According to dealers, 68% of customers prefer
single door in refrigerator and remaining prefer double door.
As dealers gave information on the basis of past sales and customers gave
information according to current trends and future needs, so views of dealers and
customers contradict.
18. Opinion about the Product Life:
a) Extension of life span is needed

b) This much is sufficient
Customer’s Response:
Options Extension of life Sufficient life span total

span is needed
Respondents 54 146 200
Percentage 27 73 100
70
Opinion of customers about product life
160
140
No. of respondents &
120
percentage
100 Options
80 Extension of life span is needed
60 Sufficient life span
40
20
0
1 2 3 4 5
Options
Options Extension of life Sufficient life span total

span is needed
Respondents 3 22 25
71
Op in io n o f cu sto m ers ab o u t p ro d u ct life acc. to d ea le rs
100
90
80
70
60 O ptions
percentage
50 E x tens ion of life s pan is needed

40 S uffic ient life s pan
30
20
10
0
1 2 3 4 5
O ptio n s
Interpretation:
73% of the customers are satisfied with the product life, but remaining 27% are not
satisfied with the components & gas filled inside the refrigerator. Dealers opinion is
also not contradicting this.
72
19. External accessories like stand, stabilizer need to be provided by the company
itself
A) Yes B) No
Options Yes No total
P ro vid in g o f E xtern al a cc es so rie s is n ece ss ary
160
140
120
O ptions
No of respondents &
100
percentage
Y es
80
60 No
40
20
0
1 2 3 4 5
O p tio n s
Respondents 9 16 25
73
V ie w s o f d e a le r a b o u t E x te rn a l a c c e s s o rie s
70
60
50 O ptions
40
percentage
Y es
30 No
20
10
0
1 2 3 4 5
O p tio n s
Interpretation:
72% of customers are demanding external accessories like stand, stabilizer etc. But
according to 64% dealers there is no demand of certain external accessories. So here
dealers are contradicting with customers.
74
20. Freezer box compartment need to be reduced & size of vegetable box
compartment need to be increased
A) Yes B) No
C h an g es in stru ctu re is n ecessary
120
100
No of respondents &
80
O ptions
Percentage
60 Y es
No
40
20
0
1 2 3 4 5
O ption s
75
N ecessary chang es in structure acc. to dealers
60
50
O ptions
40
percentage
Y es
30
No
20
10
0
1 2 3 4 5 6
O ptions
Interpretation:
According to 56% of the customers, freezer box compartment need to be reduced &
size of vegetable box compartment need to be increased. Dealers are also having
same opinion.
76
21. Satisfied with the power consumption of the refrigerator
A) Yes B) No
S a tis fa c tio n re la te d w ith P o w e r C o n s u m p tio n
180
160
140
120
O ptions
percentage
100
Y es
80
No
60
40
20
0
1 2 3 4 5
O p tio n s
Respondents 20 5 25
77
S atisfactio n related to p ow er com sum ption
90
80
70
60
O ptions
percentage
50
Y es
40
No
30
20
10
0
1 2 3 4 5
O ptions
Interpretation:
78% of customers are satisfied with the power consumption. 80% of dealers are also
satisfied with the power consumption of the refrigerator. So the opinion is get
matched over here.
78
SUGGESTIONS FROM DEALERS
1) Increase the total warranty period for the complete refrigerator i.e. all components
must have same warranty as that of compressor.
2) Double door refrigerators should start from 190lit. model
3) Reduce the freezer box compartment and increase vegetable box compartment
4) Power consummation of the double door refrigerators should be minimized.
5) Frost free facility must be provided in single door refrigerator.
6) Stand for the refrigerator must be provided by company.
7) Water dispenser facility can be provided in single door 180lit model.
SPECIAL REQUIREMENT OF CUSTOMERS FROM DEALERS
1) Stand should be provided by the company.
2) Quality of the service must be increased.
3) Inbuilt stabilizer can be provided by the company
79
Chapter 6
Conclusion
80
Discussion of Results:
Videocon is a respectable brand in consumer electronics. It is major player in both frost
free & direct cool types of refrigerators. It was the leader few years ago but now this
ranking is slide down. There are many specifications and innovations in product but still
it is facing strict competition from Godrej, LG & Samsung. Thus there is need to take
some actions by which Videocon can acquire maximum percentage of shares. In the
product life cycle, Videocon refrigerator is resting in the stationary phase. Number of
recommendations is provided further in this report in order to enhance and increase the
sale. The multi-brand basket strategy is playing most significant role to capture the
market. The brands acquired by Videocon are Electrolux, Kelvinator & kenstar for the
refrigerator. Production of this brand’s products is done by the Videocon itself. But the
selling is done under the original name which helps to restore the shares. Dealers are not
satisfied with company’s trading schemes. Therefore there is need to improve the
network of dealers by promoting attractive trading schemes. Advertisement planning is
necessary to increase the sale.
81
Main Findings:
 Market is not aware about the new innovations that are present in the product,
as promotional activities are not effective
 90% of the respondents are not aware about the new product range.
 There is lack of communication between the dealers and company
 Dealers are not satisfied with the company’s trading schemes
 Advertisement of the product is negligible
 After sales service is not qualitative
 Multi-brand strategy is the good way to maintain the market shares.
82
Limitations:
 The area covered is only from Aurangabad and from this area covered one can not
measure the trend for whole market.
 As it is difficult to apply the given suggestions to whole existing market,
eventually its implementation is also difficult.
 Sampling type is convenient type and not targeted one; it affects the conclusion
which is not 100 percent correct and reliable.
 Technique used to conduct the product is structured questionnaire, which is the
commonly used tool & not the reliable one especially when it is used as a single
technique (without any combination)
 Implementation of given suggestions is quite expensive but necessary to enhance
the sale.
83
Suggestions:
The following suggestions are recommended to increase sales & generate awareness of
the Refrigerator:
 Product: Videocon has a good reputation & hold in market due to its goodwill &
quality product. Now the product is at stationary phase, so new, different and
attractive range of product should be there and therefore to show its superiority
over the other competitors brand should be communicated among dealers.
 Price: price will have to be used as a crucial weapon in the company’s arsenal as
it coincides with the company’s philosophy of providing products with ‘better
quality to lower price’. The price of refrigerator is lower and economical as
compared to other brands. So it should be placed with more and more dealers and
it helps to product to find its place.
 Place: place which is also one of the important components, which plays an
eminent role. During the survey it is found that there is a need of more number of
dealers for effective distribution. The company’s own retail outlet named ‘Next’,
it consists all products of Videocon. But the chain of ‘Next is not stronger, there
is need to be more number of these.
 Promotion: promotion activities are important factor for making marketing

strategies. If the promotion activity is strong, it can change the shape of the
84
market. For that purpose Videocon should spend more amounts for promotion.
Especially, in the area where profit margin given to dealers should be attractive
one, so that they can push it at counters. It should be also communicated
effectively among customers by vigorous advertisement, as advertisement is
having impact on buying decisions.
Other Recommendations
 Product modification should be done with respect to design and

development
 Innovations which are carried out by R & D and technical collaborations
department should reach to the customer before the competitors.
 Trade schemes should be provided to dealers in the area of profit margin.
Along with this an attractive festive bonus should be offered by the
company to enhance the sale.
85
Reference
Section
86
BIBLOGRPHY:
Books:
1. Principal of Marketing Management ( 10th Edition) – Philip Kotler
2. Marketing Management – K Ramaswami
3. Marketing Research – Rajendra Nargundkar
4. Research Methodology – C R Kothari
Websites:
1. www.videoconworld.com
2. www.refrigerator/encyclopedia.com
87
3. www.videocon/whatsnew.com
Annexure
88
QUESTIONNAIRE FOR CUSTOMER:
Name of the person …………………………………………

Address …………………………………………
………………………………………….
Contact No. of person ………………………………………….
Email Id …………………………………………
1. Do you have refrigerator?
a) Yes b) No
2. Which brand of refrigerator do you have?
b) LG f) Voltas
89
c) Whirpool g) Samsung
d) Electrolux f) Others (Kelvinator, Kenstar, Blue star, Allwyn)
3. Are you planning to buy a new refrigerator in near future?
a) Yes b) No.
4. Which color will you prefer in refrigerator?
a) Red b) Blue
c) Green d) White
e) Metallic f) Pearl grey
g) Floral finish h) other
5. Which refrigerator would you prefer?
a) Single Door b) Double Door
6. Which door type will you prefer?
a) Door with handle (external handle)
b) Door without handle (recessed handle)
7. Would you like to have stylish appearance of your refrigerator, with respect to
door?
a) Yes b) No
8. Do you check about the quality of service (post purchase) before purchasing
refrigerator?
a) Yes b) No
9. What specification of service do you expect? (Give suggestion)
……………………………………………………………………………………………
……………………………………………………………………………………………
90
10. Do you ask about compressor & other components of refrigerator?
a) Yes b) No
11. What is your opinion about the product life?
12. Is there any requirement of water dispenser in refrigerator?
a) Yes b) No
13. Which refrigerator type will you prefer?
a) Frost free b) Direct cool
14. Which capacity of refrigerator will you prefer?
a) 90 lit b) 180 lit
c) 220 lit d) 250 lit
e) 280 lit f) above 280 lit
15. Are you satisfied with the power consumption of the refrigerator?
a) Yes b) No
16. Is the size of freezer box compartment need to be reduced & size of vegetable
box compartment need to be increased?
a) Yes b) No
17. Do you think that external accessories like stand, stabilizer need to be provided
by the company itself?
a) Yes b) No
18. Rank the aspects you look in Refrigerator
ASPECTS RANK
Brand
Cost
Power Consumption
91
Space
Aesthetics
Cooling Time
Warranty/Guaranty
Sensitivity
Other aspects
19. Any suggestions
………………………………………………………………………………………………
………………………………………………………………………………………………
QUESTIONNAIRE FOR DEALER
Name of the Shop …………………………………………

Name of the owner …………………………………………
Address …………………………………………
………………………………………….
Contact No. of person ………………………………………….
Email Id …………………………………………
1. Which brand of refrigerator you sell?
b) LG f) Voltas
c) Whirpool g) Samsung
92
d) Electrolux f) others (Kelvinator, Kenstar, Blue star, Allwyn)
2. Which color you will prefer in refrigerator?
a) Red b) Blue
c) Green d) White
e) Metallic f) Pearl grey
g) Floral finish h) other
3. Which refrigerator would you prefer?
a) Single Door b) Double Door
4. Which door type will you prefer?
a) Door with handle (external handle)
b) Door without handle (recessed handle)
5. Would you like to have stylish appearance of your refrigerator, with respect to
door?
a) Yes b) No
6. Do you check about the quality of service (post purchase) before purchasing
refrigerator?
a) Yes b) No
7. What specification of service do you expect? (Give suggestion)
……………………………………………………………………………………………
……………………………………………………………………………………………
8. Do you ask about compressor & other components of refrigerator?
a) Yes b) No
9. What is your opinion about the product life?
93
10. Is there any requirement of water dispenser in refrigerator?
a) Yes b) No
11. Which refrigerator type will you prefer?
a) Frost free b) Direct cool
12. Which capacity of refrigerator will you prefer?
a) 90 lit b) 180 lit
c) 220 lit d) 250 lit
e) 280 lit f) above 280 lit
13. Are you satisfied with the power consumption of the refrigerator?
a) Yes b) No
14. Is the size of freezer box compartment need to be reduced & size of vegetable
box compartment need to be increased?
a) Yes b) No
15. Do you think that external accessories like stand, stabilizer need to be provided
by the company itself?
a) Yes b) No
16. Rank the aspects you look in Refrigerator
ASPECTS RANK
Brand
Cost
Power Consumption
Space
Aesthetics
Cooling Time
Warranty/Guaranty
Sensitivity
94
Other aspects
17. Any suggestions
………………………………………………………………………………………………
………………………………………………………………………………………………
95

Main Project

Diunggah oleh

Informasi Dokumen

Deskripsi Asli:

Hak Cipta

Format Tersedia

Bagikan dokumen Ini

Bagikan atau Tanam Dokumen

Opsi Berbagi

Apakah menurut Anda dokumen ini bermanfaat?

Apakah konten ini tidak pantas?

Hak Cipta:

Format Tersedia

Main Project

Diunggah oleh

Hak Cipta:

Format Tersedia

Executive

Objective of my research is to conduct the comparative study of refrigerators available in

 Objectives of the study

 To know the consumer requirements regarding refrigerator

Sr. No. Respondents Area Covered

 Significance of the problem

Production of black &

1995 Glass shell for CPT

Philip color TV plant

Electrolux India 3 plants

HEIGHLIGHTS OF VIDEOCON INDUSTRIES LTD.

 India’s No.1 Consumer Electronics & Home Appliances Company

Today the group operates through four key sectors:

Display industry and its components

Color Picture Tube Glass

Oil and Gas

Tie-ups with Global Leaders:

• Mr. Venugopal N Dhoot

VISION & MISSION

Videocon’s mission: a reflection of continuity and change.

“To delight and deliver beyond expectation…”: the end

“…through ingenious strategy…”: the means

“…intrepid entrepreneurship…”: the means

“…innovative products…”: the means

“…insightful marketing…”: the means

“…inspired thinking about the future.”: the means

VARIOUS DEPARTMENTS & RESPECTIVE HOD’s

Mr. Lokesh Lavti

HR Dept Mr. K K Sukumaran

Corporate governance is considered as an important tool for shareholders protection and

Cost rationalization processes - are in various stages - including rationalizing factories in

A refrigerator (often called a "fridge" for short) is a cooling appliance comprising a

1. India’s first ever germ free range of refrigerators

2. Watermatic (water dispenser)

3.Digital Sensi Flow

When to do marketing research?

Marketing research can be done when:

Define the research

Report writing &

ORGANIZED in that there is a structure or method in going about doing research. It is a

1. "the analysis of the principles of methods, rules, and postulates employed by a

Methodology includes the following concepts as they relate to a particular discipline or

1. a collection of theories, concepts or ideas;

Research Methodology Adopted

Research Design : Descriptive research

Sampling Method : Non-Probability sampling

b)Sampling Unit : Customers (200) and

Convenience Sampling, as the name suggests, it is based on the

b) Secondary Data : Company data, Journals

For this work sample size is 225.

Category No. of respondent

METHOD OF DATA COLLECTION

Introduction to Primary data:

1 Do you have a refrigerator?

Options Yes No Total

an essential home appliance for domestic users.

d) Electrolux h) Others (Kelvinator, Kenstar, Blue star, Allwyn

Options Videocon LG Whirpool Electrolux Godrej Voltas Samsung Others Total

Types of refrigerator available in market

Brands like Samsung, Eletrolux and Other complete the pie-chart.

3. Brands in the refrigerator that dealer sell?

d) Electrolux h) Others (Kelvinator, Kenstar, Blue star, Allwyn )

Options Videocon LG Whirpool Electrolux Godrej Voltas samsung Others