GREEN MARKETING : Consumer

Behavior for Philips CFL

BY- GROUP 16
ASHISH RATAN GARG (13A2HP043)
PRANAV KUMAR (13A1HP002)
R. SANDHYA (13A3HP037)
SUNAYANA TANDON (13A2HP053)
TANYA SINGHAL (13A2HP038)
UTSAV BANERJEE (13A3HP027)

ABOUT GREEN MARKETING
According to the American Marketing Association,
GREEN MARKETING is the marketing of products that
are presumed to be environmentally safe
It aids to reduce the origins of global warming
It helps companies to use natural resources efficiently
which in turn help in conserving energy
Green marketing done by a company reflects the level of
concern for the community
2
WHY CFL?
1. ENERGY SMART:-
Compared to traditional lamps, Philips energy saving lamps use
less energy to generate the same amount of light, last longer, and
do not need to be replaced as frequently.
2. ECONOMICALLY SMART:-
Are you aware that you can save up to 80% in home energy costs
by using energy saving lighting?
3. ENVIRONMENTALLY SMART:-
By simply switching over to energy saving lighting solutions,
Europe can save an equivalent of 38 tons of CO2, 156 barrels of
oil, and 52 power stations.
WHY PHILIPS?
Source:
PROBLEM STATEMENT
WILL GREEN MARKETING OFFER A
SUSTAINABLE COMPETITVE
ADVANTAGE TO PHILIPS CFL?
BENEFITS
This research will help us know the consumer
buying behavior of Philips CFL
It will also help us know about how much people
are aware about the green factor of CFLs
RESEARCH
OBJECTIVES/QUESTIONS
Whether people prefer to use Green Philips CFL or
general product?
Would people pay more for environment friendly Philips
CFL?
Does awareness play an important role in the purchasing
decision of a consumer?
SCOPE OF PROJECT
DEMOGRAPHY : Hyderabad (Urban & Rural)
Age Group : 18+
Users : Who all uses or have used bulbs or CFLs at their
home
RESEARCH METHODOLOGY
A) Quantitative Sampling :-
Primary Data :
Electrical shops and places such as malls where we can find
middle class and high class people and give them questionnaires to
know about their awareness and preference regarding Phillips CFL
Nearby areas (within 4 kms Radius from our college)where we can
find rural people who use bulbs and CFLs

Secondary Data : Research papers, annual reports of Philips helped
us in obtaining the secondary data for us. Certain links from the
internet also helped us. Some of them are :




http://ijaps.usm.my/wp-content/uploads/2013/07/Art3.pdf
http://www.fi.nielsen.com/site/documents/NielsenGlobalSocialRespo
nsibilityReportMarch2012.pdf
http://www.gmaonline.org/.../research.../greenshopper09.pdf
http://www.sustainablebrands.com/news_and_views/articles/green-
products-account-roughly-half-philips-2012-revenue
http://www.annualreport2012.philips.com/

Qualitative data :
We will be conducting an interview with the sales officer and the sales
representative of Philips to know more about the product.

THANK YOU