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“MAHARAJA WHITELINE PRIVATE LIMITED”

A SUMMER TRAINING PROJECT REPORT ON


“CONSUMER PERCEPTION REGARDING CHOPPER ATTACHMENT
IN SOUTH DELHI MARKET”
 Submitted for partial fulfillment of “P.G.D.M” Program (2009-2010)


Under the guidance of: Submitted by:
 Prof. K.K.Garg (HOD)
 Mr. Vivek Srivastav DHEERAJ KUMAR MISHRA
 Lecturer PGDM 2009-2011


GNITCM

 (APPROVED BY AICTE, MİNİSTRY OF HRD, GOVT. OF INDİA)


 Plot no 6(c) Knowledge Park II Greater Noida Uttar Pradesh


ABOUT THE COMPANY
 Maharaja Whiteline Industries Ltd. Is an Indian based
consumer products manufacture company. Maharaja
Whiteline has over 30 yrs. of Experience in the home
appliances market and is known for being an innovator
and market leader in the Indian consumer manufacturing
sectors
 Maharaja Whiteline started its foray into home appliances in
1976. The company commenced its venture as a one
product company. Today Maharaja dominates a share of
about 22% in home appliances with a product range of
over 60 products in 18 product categories.

RESEARCH OBJECTIVE
 The main objective is to study the effective
brand positioning after sales and service
through customer satisfaction and trade
satisfaction. Basically the brand positioning
help the company to increase their sales and
increase the trust on products or company
and get better market share against their
competitors.
RESEARCH METHODOLOGY:

 This research study involves knowing the brand positioning of
Mixer Grinder adopted by Maharaja Whiteline Ltd. And also
who are the competitors of this co.

DATA SOURCES:

 I have collected the data from different area in the South Delhi
market.
 Data are collected through both the primary and secondary sources.
Primary data are collected from the market by circulating
questionnaires to the respondent and the secondary data are
collected from web sites and published material as listed in the
bibliography.

DATA COLLECTION METHODS:

 The data has been collected through a personal survey.



SAMPLING METHODS:

 This research is based on the non probability Quota sampling
methods. Since I have selected my sample dealers or
distributors according to channel wise, So it is Judgment
sample rather than random sample. Apart from that I also
selected most accessible population members.

 Delhi market is vast area that’s why survey was conducted only
South Delhi by using interviews and questionnaire.
Questionnaire is later analyzed to draw the conclusive result.
 Sample Size: - Sample size was taken
 Dealers:- 20
 Consumers: - 80
 Sample Unit: - South Delhi market
 Survey Period: - 5-7-2010 to 17-7-2010

DATA ANALYSIS & INTERPRETATION
The factors which customers are more consider at the
time of purchase of Mixer grinder or Home appliance
product:







Interpretation: After surveyed of 80 customers I found
that 71 or 89% customers go with the product quality
and 31 or 39% customers go with service quality and
features of the product. 44 or 55% are with price.
DATA ANALYSIS & INTERPRETATION
 Satisfaction level of quality of Maharaja
Mixer in reference of other brand:

 Inter pretation: Out of surveyed 80 customers in different


area in Delhi market, 27% customers are highly satisfied
and 39% are satisfied on quality of Maharaja mixer in
reference of other brand. 21% are moderate and 12% are
highly dissatisfied on quality in reference of other brand of
DATA ANALYSIS & INTERPRETATION
 Customers who likes the idea of Chopper attachment
which Maharaja Whiteline provide with all of its Mixer
Grinder:

 Inter pr etation: Out of 80 surveyed there are 74% of


customers are those who were liked the idea of
chopper attachment provided by the all of the Mixer
Findings and Suggestions

 Key Findings:-
 From the survey it was found that majority of
customers buy the consumer durable goods on the
Brand name.
 Customers are also now very choosy in buying the
product and it is important for the company to make
loyal customer of their brand.
 In Survey we found that Maharaja Whiteline has
captured maximum market in kitchen Appliances.
 Maharaja Whiteline and Bajaj have bottle neck
competition in Mixer Grinder category.
 Maharaja Whiteline have Service failure in many areas
in recent duration which may hamper in long run of
Company’s Profit.

Suggestions:-
 Company should try to improve their business in which
category they shares less than 50% by adopting
some market rule for business like Display Models
means Advertisement
 Company should try to adopt the Advertisement for his
product from “Above the line” because Today's
market truth is “JO DIKHTA HAI WO BIKTA HAI”.
 Also it helps in advertising for the new products. Like
the Exhibition of “Chopper Attachment”.
 Company should try to improve service because in
long run it may hamper the company’s profit.
 Company should concentrate more on its major
drivers Mixer Grinder, Iron and Toaster. Branding
and promotions should be done effectively as it
creates a long lasting image in the mind of
customers.