A MARKET Survey ON CONSUMER USAGE AND SATISFACTION REGARDING WHIRLPOOL REFRIGERATOR IN CHINNAMANUR TOWN

A Report Submitted to Madurai Kamaraj University in Partial fulfillment Of the Requirement for the Award of Degree BACHELOR OF BUSINESS ADMINISTRATION
By
G.AYYAPPAN

[Reg.No :A9218159]

Under the Guidance & Supervisor of

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

DEPARTMENT OF BUSINESS ADMINISTRATION

HAJEE KARUTHA ROWTHER HOWDIA COLLEGE, UTHAMAPALAYAM 625 533. FEBRUARY 2012

Mr.S.FAIZ AHAMED M.Com.,M.Phil.,PGDCA., P.hd Lecturer in Business administration Department of Business administration, Hajee Karutha Rowther Howdia College, Uthamapalayam 625 533. CERTIFICATE This is to certify that A Market Survey On Consumer Usage And Satisfaction Regarding Whirlpool Refrigerator In Chinnamanur Town submitted to Madurai Kamaraj University, Madurai 21 in partial fulfillment of the requirement for the award of Degree Bachelor of Business Administration is a genuine work done by G.AYYAPPAN, [Reg.No :A9218159]under my supervision and Guidance.

Head of the Department

Faculty Guide

Viva-Vorce examination was conducted on at Hajee Karutha Rowther Howdia College, Uthamapalayam 625 533.

External Examiner

G.Ayyappan Bachelor of Business Administration Department of Business Administration Hajee Karutha Rowther Howdia College, Uthamapalayam 625 533.

DECLARATION

I,G.Ayyappan,[Reg.No : A9218159], declare that the A Market Survey On Consumer Usage And Satisfaction Regarding Whirlpool Refrigerator In Chinnamanur Town submitted for the Degree of Bachelor of Business Administration is my genuine work done to the extend my knowledge.

Date : Place : Uthamapalayam

Signature, [G.AYYAPPAN]

ACKNOWLEDGEMENT

First of all I wish to thank Hajee M.SHEIK MOHIDEEN, President of our College. Our Sincere thanks to Hajee.DHARVESH MOHIDEEN, B.Sc., Secretary and Correspondent of our College, who gave me a good life through admitting in our college. I take this as a get great opportunity to express my heartful thanks to the management committee and our principal Hajee.DR.M.HOWDH MOHIDEEN, M.A., M.Phil., Ph.D., I would also like to express my sincere thanks to Associate professor and Head of the department MR.A.ABDUL HAKEEM M.Com., M.Phil.,Ph.D., department of Business Administration who encouraged me to do this report. I also thank to my guide Mr.S.FAIZ AHAMED M .Com.,M.Phil.,PGDCA., Ph.D., who gave me this valuable guidance and helped me to finish this project report successfully. I also thank all the staff members of the department of business administration for their support in completing this project. I also express my thanks to my parents and Friends who helped me to complete this project. I also thank all the faculty of department of the business Administration for their support in completing this project.

G.AYYAPPAN (Reg No: A9218159)

CONTENTS

Chapter. No Description 1 2 3 4 5 6 7 8 9 10 11 12 Introduction Company profile Objectives of the study Product profile Research methodology Data Analysis and Interpretation Findings Suggestions Limitations Conclusion Bibliography Questionnaire

Page no. 1 3 10 11 14 18 46 48 49 50 51 -

List of the table Table. No 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Name of The Tables Number of respondents using refrigerator Brand of refrigerator purchased by respondents Purpose of purchase whirlpool refrigerator Media influence to purchase whirlpool refrigerator Period of using whirlpool refrigerator Opinion about the quality of whirlpool refrigerator Purchasing place of whirlpool refrigerator Guarantee provided by the product Availability of service centre Duration of guarantee period Opinion of the service Recommend this to other or not Type of model recommend by respondents Satisfaction of the product Page No. 18 20 22 24 26 28 30 32 34 36 38 40 42 44

List of the chart Chart. No 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Name of The Charts Number of respondents using refrigerator Brand of refrigerator purchased by respondents Purpose of purchase whirlpool refrigerator Media influence to purchase whirlpool refrigerator period of using whirlpool refrigerator Opinion about the quality of whirlpool refrigerator Purchasing place of whirlpool refrigerator Guarantee provided by the product Availability of service centre Duration of guarantee period Opinion of the service Recommend this to other or not Type of model recommend by respondents Satisfaction of the product Page No. 19 21 23 25 27 29 31 33 35 37 39 41 43 45

CHAPTER-I

INTRODUCTION

Todays business environment demands that every businessman possess a wide range of knowledge, skills and competencies as well as sound understanding of management processes and functions. Managers need to be able to make best use of their time and talents and of other peoples, and to work with and through others to achieve corporate objectives. They also need to demonstrate a full understanding a full understanding of business environment and of their organizations key resources. Its people, finance and information amongst these key resources, the people factor is considered to be the most valuable asset for any organization. These people i.e. employees of the organization are the internal customers of that organization who are as important as the external customers. Earlier business was conducted with a sole objective of earning profits. But now due to intense competition and changing market trends the focus of the organizations has shifted to customer satisfaction; satisfaction of both internal and external customers. External customers can be satisfied by providing them what they want in a product. 1 To satisfy the internal customers, organizations adopt the method of providing the quality of life.

Satisfactions are the persons feeling of pleasure or disappointment resulting from comparing a product perceived performance (income) relation to his/ her expectation. If the performance falls short of expectation the customer is dissatisfied. If the performance matches the expectation the customer is satisfied if the performance exceeds the expectation the customer is highly satisfied or delighted many companies are aiming for high satisfaction because they are much ready to switch. Buyers expectation formed on the basis of past buying experience, friend and the associate advice and the marketers and the competitors information and promises. If marketers raise expectation two high, the buyer is likely to be disappointed. Even if the company sets expectation should match the performances. A customer is the most important person ever in any company.
A customer never depends on company, but the company depends on

him.
A customer is the person who brings company his wants.

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

CHAPTER-II

COMPANY PROFILE

Founder of the company:

Description of the company:

Whirlpool Corporation

Type Traded as

Public NYSE: WHR S&P 500 Component Major appliances Small appliances St. Joseph, Michigan (1911)

Industry

Founded

Founder(s)

Louis Upton Emory Upton 3

Headquarters Area served

Benton Charter Township, Michigan, United States Worldwide

Key people

Jeff M. Fettig (Chairman and CEO) Clothes washers and dryers,refrigerators, freezers,dishwashers, ranges,compactors, air conditioners,microwave ovens, counter top appliances. US$ 18.366 billion (FY 2010)

Products

Revenue

Operating income

US$ 1.008 billion (FY 2010)

Profit

US$ 619 million (FY 2010)

Total assets

US$ 15.584 billion (FY 2010)

Total equity

US$ 4.320 billion (FY 2010)

Employees

71,000 (FY 2010)

Website

www.whirlpoolcorp.com

4 Logo of the company:

Corporate Address: M/sWhirlpoolofIndiaLtd. Whirlpool House lotNo.40,Sector44, Gurgaon122002 Haryana Tel.:PH-91-124-4591300 Fax-91-124-4591301 The parent company(whirlpool corporation) is headquartered at Benton Harbor,Michigan,USA with a global presence in over 170 countries and manufacturing operation in 13 countries with 11 major brand names such as

Whirlpool,kitchenAid,Roper,Estate,Bauknecht,laden and Ignis. The company boasts of resources and capabilities beyond achievable feat of any other in the industry. Whirlpool Corporation (NYSE:WHR) is fortune 500 company and a global manufacturer and marketer of major home appliances, with annual sales of approximately S18 billion more than 73,000 employees, and more than 70 manufacturing and technology research centers around the world. After acquiring the may Tag Corporation on March 31, 2006, Whirlpool Corporation became the largest home appliance maker in the world. Whirlpool initiated its international expansion in 1958 by entering brazil.however; it emerged as truly global leader in the 1980s. 5

This encouraging trend brought the company to India in the last 1980s.it forayed into the market under a joint venture with TVS group and established the first whirlpool

manufacturing facility in Pondicherry.Soon whirlpool acquired kelvinator India limited in 1995 and marked an entry into Indian refrigerator as well. The same year also saw acquisitions were merged to create Indian subcontinent to washing machines, refrigerator, microwave ovens and air conditioners.Today, whirlpool is the most recognized brand in home appliances in India and holds a market share of over 25%. Whirlpool Corporation has seven employee-run diversity networks that are involved with business, employee, and community projects to address the needs of the groups they represent. These diversity networks are The Women's Network (TWN), the Native American Network (NAN), the Whirlpool African American Network (WAAN), The Pride Network (PRIDE), the Whirlpool Asian Community (WAC), the Whirlpool Hispanic Network (WHN), and the Young Professionals Network (YP). Whirlpool received a 100% rating on the Corporate Equality Index released by the lesbian, gay, bisexual, and transgender (LGBT) equal rights organization Campaign starting in 2004, the third year of the report. Charity work: Whirlpool Corporation is a principal supporter of Habitat for Humanity, a nonprofit organization dedicated to building low-cost, affordable housing.

The company's commitment to Habitat for Humanity has exceeded $34 million and it has donated more than 73,000 appliances for Habitat homes.

The company plans to support every Habitat home built globally by 2011, either through product donations, cash, or home sponsorship. In June 2005, Habitat for Humanity held its annual Jimmy Carter Work Project in Benton Harbor, Michigan. This week-long effort culminating in the completion of more than 230 houses in Michigan. Whirlpool was the lead sponsor for the build and 270 Whirlpool employees from 19 nations worked together to build 10 houses during the week. In 2006, more than 20 Whirlpool India employees participated in the weeklong Jimmy Carter Work Project (JCWP) in India, which resulted in the completion of 100 homes in a village near Mumbai. In 2005, Whirlpool India began a partnership with Habitat for Humanity India. Volunteers from Whirlpool participated in the build organized by Habitat for Tsunami victims in the southern part of India. In November 2006, Whirlpool started the annual Building Blocks program, designed to raise awareness and help eliminate substandard housing in the United States. Each year the program recognizes an outstanding U.S. Habitat for Humanity affiliate and its relationship with its local community by holding a week-long build in the affiliates community. The program kicked off in Nashville, Tennessee, in 2006 when Whirlpool united 100 local residents with 100 Whirlpool employees and volunteers from 100 Habitat affiliates. 7

These 300 volunteers built 10 homes on one block from Nov. 5-10, 2006. Whirlpool built nine homes near Phoenix, Arizona, in May 2007, and nine more homes

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

2009: Whirlpool was voted Product of the Year and received the award for the 'Best Innovative Product' in the popular refrigerators category. This was based on 40,000 consumers across 36 towns in India voting Whirlpool Frost Free Refrigerators with 6th sense as the Best Innovation in the Popular Refrigerator Category.

2009: Hewitt Best Employers in India 2009 Study 2008: Whirlpool brand was named one of the 10 top greenest brands by U.S. consumers, according to a 2008 Brand Week magazine survey. Sustainability Leadership Recognition Whirlpool brand was named one of the 10 top greenest brands by U.S. consumers, according to a 2008 Brand Week magazine survey.Named one of the Top 20 Global Companies for Leaders by FORTUNE magazine for focus on developing leaders within the company 1957: The Company was rechristened as ' The Whirlpool Corporation.' 8 1987: Whirlpool tied-up with Sundaram Clayton Ltd. of India to form TVS Whirlpool Ltd.

1993: First time Whirlpool became the No.1 stand-alone brand in UK, Ireland, Netherlands and Belgium 1995: Whirlpool Corp. acquired majority of stake in the TVS Whirlpool Ltd. The DC manufacturing facility of Kelvinator India was also acquired. 1998: This year gave birth to a new company vision that says, "Every Home Everywhere with Pride, Passion & Performance." 1999: Whirlpool of India crossed the milestone of 1 million sales of appliances. 2003: A new mission statement of "Everybody creating loyal customers for life" was adopted.

CHAPTER-IV

OBJECTIVES OF THE STUDY

1. To study about the customer satisfaction level

2. Proper understanding and analysis of the Whirlpool India Ltd. 3. To study the brand image of Whirlpool India Ltd. 4. Proper understanding of promotional tools prevailing in the company 5. To know the strength, weakness, opportunities and threat of Whirlpool India Ltd. 6. To study Whirlpool and its competitors. 7.To study the various marketing strategies adopted by whirlpool. 8.To study the overview of whirlpool company or organization. 9.To gain the knowledge about the company and the marketing of its products. 10.To study the information about the competitors in the industry and how they are competing them by modern technology. 11.To study the availability of the product in the market as same in the city areas. 12.To study about the local agents and their supply of the recent models. 13.To study about the reason of homemakers take in choosing them for their homes. 14.To study about the relationship between whirlpool and the people. 15. To suggest the ways to promote Whirlpool India Ltd.

10

CHAPTER-V

PRODUCT PROFILE Names of the Products in refrigerators: Direct cool Frost control Frost free

 Fusion 24 premier Professional 410 Liter

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

3 Doors 3 separate zones for systematic and odor free storage of frozen food, fresh food & vegetables separately Freshness Booster System FBS or Freshness Booster System keeps vegetables fresh for long. FBS is equipped with : 1. D-Oxidizer that reduces excess oxygen to prevent vegetables from spoiling, 2. Humidity lock compartment that retains Humidity to enhance freshness, 3. Air Booster System that enhances air circulation and maintains ideal cooling conditions. Deodorizer The Deodorizer completely absorbs all the malodor and maintains a fresh and hygienic environment in the refrigerator.

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

Eco Friendly refrigerator This refrigerator comes loaded with thoughtful innovations that help the environment in many ways. Separate doors for each zone to access only what you want. Eco & auto power mode to save electricity. Thicker, better insulated door retains cooling during power cuts to save energy

Ice Twister Taking out cubes from the tray is more a wrestling effort. Thanks to ice twister, you can take out ice cubes with just a twist of ice tray. Toughened glass shelf Aesthetically designed to survive any form of spills with the advantage of easy clean up, the toughened glass shelves can withstand weight up to 90Kgs. So that you can store heavy utensils without a worry! Air Booster System ABS or Air Booster System creates just the right temperature in each of the three zones. This provides fresher cooling experience 24X7. It gives up to 30% faster Ice making and bottle cooling. large(34L) and separate Vegetable Drawer Carefully designed, the convenient drawer format has 34L spacious storage capacity to provide maximum storage and freshness for vegetables and fruits. 12 Cosmetic Box To store your expensive cosmetics and prevent them from spoiling Glass holder A unique holder that takes care of your glasses and bottles while ensuring the liquid doesnt spill over. Chiller

A chiller that can store up to 5 bottles. Ice Collector A box placed below the Ice Twister used to collect the ice. Support and Service Export: Whirlpool India is also one of the largest exporters of home appliances from India. We have three World class factories manufacturing a wide range of Refrigerators and Washing Machines Our appliances are exported all over the globe from Australia & New Zealand in the East right up to Central America and the Caribbean islands in the West. Apart from our World Class factories, Whirlpool has also set up its Global Product Development Centers in India where hundreds of engineers and technicians are working round the clock, developing product designs for the entire Whirlpool world.

13

CHAPTER-V

RESEARCH METHODOLOGY The essential purpose of marketing research is to provide information, which will facilitate the identification of an opportunity or problem situation and managing the best possible decision when such situations are encountered. Research methodology is a basic plan, which guides the data collections and analysis phases of the research project. It is a framework, which specifies the type course of the data and the data collection periods

DATA COLLECTION: The task of data collection begins after a research problem has been defined and research design (or) plan is prepared. While deciding about the method of data collection to be used for the study, the researcher should keep in mind two types of data namely, 1. Primary data 2. Secondary data 1. PRIMARY DATA: Primary data are those, which are collected for the time, and they are original in character. They are primary data collected by the investigator himself to study any particular problem.
2. SECONDARY DATA:

Secondary data are those which are already collected by someone for some purpose and are available for the present study. 14 For instance, the data collected during census operations are primary data to the department of census and the same data, if used by a research worker for some study, are secondary data. Our sample survey is based on Primary data. SAMPLING In our every day life, we have been using sampling theory without knowing about, for example, a house wife tests a small quantity of rice to see whether it has been

well-cooked, but will not inspect all the rice. Another example a grain merchant does not examine each grain of what he purchases, similarly a fruit merchant does not inspect each fruit, but inspects only a few of them. By inspecting a few, they simply believe that the samples give a correct idea about the population. Most of our decisions are based on the examination of a few items only that is sample studies. Sampling means where only a few units of population under study are considered for analysis is called sampling. Sample unit: I chose my sampling area at chinnamanur town for market survey of the Whirlpool Refrigerator. SAMPLING TECHNIQUES: Sampling technique is a process of analyzing the selected data tool to collect the data such as sampling.

15 METHODS OF SAMPLING: There are many methods of sampling the various methods can be Grouped under two groups. 1. Random Sampling 2. Non-random Sampling

1. Random sampling: A random sample is one where each item in the universe has an equal chance of known opportunity of being selected. 2. Non random sampling: It gives biased information because no importance has been given to each and every unit of the universe. I have used random sampling techniques to collect the samples. In random sampling, I prefer to use stratified random sampling. Stratified random sampling: When the population is heterogeneous or of different segments or strata with respect to the variable or characteristic under study, then it is stratified. First the population is divided into a number of sub-groups or strata each stratum is homogeneous. A sample is drawn from stratum at random. Questionnaire: A questionnaire consisting of a list of enquiry is prepared. 16 Sampling Plan:

What sampling unit should be studied? What should be the sample size? What sampling procedure should be used? What contact method should be use?

Sample Size: The sample size taken for the survey is 100 respondents. Tools used for analysis: The collected data were interpreted using percentage analysis method.

17

CHAPTER-6

Table-1 Number of respondents using Refrigerator

Sl No Particulars No. of. Respondents Percentage

1. 2.

Yes No Total

65 35 100

65 35 100

Source:Primary Data Among 100 Respondents 65% of Respondents are Using Refrigerators 35% of Respondents are Not Using Refrigerators

18

CHART-1

Number of respondents using refrigerator

70

60

50

40 Percentage 30 65

35

20

10

0 Yes No usage Yes No

19

Table-2 Brand of Refrigerator purchase by respondents

Sl.No 1. 2. 3. 4.

Particulars Whirlpool Samsung LG Godrej Total

No.of.Respondents 40 15 5 5 65

Percentage. 65 21 7 7 100

Source:Primary Data Among 65 Respondents

65% of respondents are using whirlpool refrigerators 21% of respondents are using Samsung refrigerators 7% of respondents are using LG refrigerators

7% of respondents are using Godrej refrigerators

20

CHART-2

Brand of Refrigerator purchase by Respondents

70 60 50 40 Percentage 30 20 10 0 Whirlpool Sam sung Brand Name LG Godrej Whirlpool Samsung LG Godrej

21

Table-3

Purpose of purchase

Sl.No

Particulars

No.of.Respondents Percentages

1. 2. 3. 4.

Name Price Quality All the above Total

5 20 35 5 65

8 32 52 8 100

Source:Primary Data Among 65 Respondents

8% of respondents are using whirlpool refrigerators for brand name 32% of respondents are using whirlpool refrigerators for reasonable price 52% of respondents are using whirlpool refrigerators for quality

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

22

CHART-3

Purpose of purchase

60 50 40 percentage 30 20 8 10 0 Name

52 32 8 Price Quality All the above

Purpose

Name

Price

Quality

All the above

23

Table-4 Media Influence to purchase the Refrigerator Sl.No 1. 2. 3. 4. Particulars TV Radio Magazine Others Total No.of.Respondents 30 _ 15 20 65 Percentage. 46 _ 23 31 100

Source:Primary Data Among 65 Respondents

46% of respondents are influenced by TV. 0% of respondents are influenced by Radio. 23% of respondents are influenced by Magazine. 31% of respondents are influenced by others.

24

CHART - 4

Media Influenced the Respondents to purchase 50 45 40 35 30 Percentage 25 20 15 10 5 0 TV 0 Radio Magazine Media Others 15 31
TV Radio Magazine Others

46

25

Table-5 Period of using Whirlpool refrigerator Sl.No 1. 2. 3. 4. Particulars 1 year 3 year 4 year More than 5 year Total No.of.Respondents 10 10 10 35 65 Percentages. 15 15 15 55 100

Source:Primary Data Among 65 Respondents

15 % of respondents are using Whirlpool refrigerator for 1 year 15% of respondents are using Whirlpool refrigerator for 3 year 15% of respondents are using Whirlpool refrigerator for 4 year 55% of respondents are using Whirlpool refrigerator for more than 5 years.

26

CHART-5

P eriodof usingW hirlpool refrig tor era

60

55

50

40

P ercentag 30e

20

15

1 5

1 5

10

0 1year 3year 4year More than 5 year

Num of years ber 1year 3year 4year Morethan 5year

27

Table-6

Opinion about the quality of the product Sl.No 1. 2. 3. 4.

Particulars Good Better Excellent Bad Total

No.of.Respondents 30 25 10 0 65

Percentages 48 36 16 0 100

Source:Primary Data Among 65 Respondents

48% of respondents says good. 36% of respondents says better. 16% of respondents says excellent. 0% of respondents says bad.

28

CHART 6

Opinion about the qualities of the product

60 50 40 Percentage 30 20 10 0 Good Better
Quality 0 16 48 38 Good Better Excellent Bad

Excellent

Bad

29 Table-7 Purchasing place of whirlpool Refrigerator Sl.No 1. 2.

Particulars Retail shop Wholesale Total

No.of.Respondents 25 40 65

Percentages 38 62 100

Source:Primary Data Among 65 Respondents

38% of respondents says purchase whirlpool refrigerator from retailer.

62% of respondents says purchase whirlpool refrigerator from wholesalers.

30

CHART - 7

Purchasing place of whirlpool refrigerator

70

60

50

40 Percentage 30 Wholesale Retail shop

20

10

0 Retail shop purchasing place Wholes ale

31

Table-8 Guarantee provided by the product

Sl.No 1. 2.

Particulars Yes No Total

No.of.Respondents 65 65

Percentages 100 100

Source:Primary Data Among 65 Respondents

100% of Respondents agree the guarantee provided by the whirlpool refrigerator.

32

CHART - 8

Guarantee provided by the product

70

60

50

40 Percentage 30 No Yes

20

10

0 Yes Guarantee No

33

Table-9 Availability of Service Centre

Sl.No 1. 2.

Particulars Yes No Total

No.of.Respondents 60 5 65

Percentages 92 8 100

Source:Primary Data Among 65 Respondents

92% of Respondents get the service center facility in their place 8% of Respondents didnt get the service centre facility in their place.

34

CHART - 9

Availability of service centre

100 90 80 70 60 Percentage 50 40 30 20 10 0 Yes No Availability No Yes

35

Table-10 Duration of Guarantee Period Sl.No 1. 2. 3.

Particulars 1 year 3 year 5 year Total

No.of.Respondents 35 20 10 65

Percentages 55 30 15 100

Source:Primary Data Among 65 Respondents

55% of Respondents have 1 year guarantee. 30% of Respondents have 3 year guarantee.

15% of respondents have 5 year guarantee.

36

CHART-10

Duration of guarantee period

60

50

40 Percentage

1 year 30 3 year 5 year 20

10

0 1 year 3 year Guarantee duration 5 year

37

Table-11 Opinion of the Service Sl.No 1. 2. 3.

Particulars Good Not bad Better Total

No.of.Respondents 25 35 5 65

Percentages 38 54 8 100

Source:Primary Data Among 65 Respondents

38% of Respondents said good 54% of Respondents said not bad. 8% of Respondents said better.

38

CHART - 11

Opinion of the service

60

50

40 Percentage Better 30 Not bad Good 20

10

0 Good Not bad Opinion Better

39

Table-12 Recommend this to other or not? Sl.No 1. 2.

Particulars Yes No Total

No.of.Respondents 35 30 65

Percentages 54 46 100

Source:Primary Data Among 65 Respondents

54% of Respondents recommend this product to others. 46% of Respondents do not recommend this Product to other.

40

CHART -12

Recommend this to other or not?

56 54 Percentage 52 50 48 46 44 42 Yes No
Recommend 46 Yes No 54

41

Table-13
Type of model recommend by respondents

Sl.No 1. 2.

Particulars Single door Double door Total

No.of.Respondents 40 25 65

Percentages 62 38 100

Source:Primary Data Among 65 Respondents

62% of Respondents recommend single door model.

38% of Respondents recommend double door model.

42

Chart-13

Type of model recommend by the respondents

70 62 60 50

Percentage 40
30 20 10 0 Single door

38
Single door Double door

Double door Type of model you recommend

43

Table-14
Satisfaction Level of the product

Sl.No 1. 2.

Particulars Yes No Total

No.of.Respondents 55 10 65

Percentages 84 16 100

Source:Primary Data Among 65 Respondents

84% of Respondents are satisfied with this product. 16% of Respondents are not satisfied with this product.

44

CHART - 14

Satisfaction level of the product

90 80 70 60 50 Percentage 40 30 20 10 0 Yes No satisfaction level

Yes No

45

CHAPTER-VII

FINDINGS

65 respondents are using refrigerators. 65% of respondents are using whirlpool refrigerator. 8% of respondents are using for its name. 52% of respondents are using for its quality. 32% of respondents are using for its price. 8% of respondents are using for all the above reason. 46% of respondents are influenced by TV to purchase this product. 23% of respondents are influence by magazine to purchase this product. 48% of respondents comment good about the quality of this product. 36% of respondents comment better about the quality of this product. 16% of respondents comment excellent about the quality of this product. 65 respondents agree with the guarantee period given by this product. 92% of respondents say yes to the availability of service centre. 8% of respondents say no to the availability of service centre. 55% of respondents say 1 year guarantee period. 30% of respondents say 3 year guarantee period. 15% of respondents say 5 year guarantee period. 46

38% of respondents opinion about the service is good.

54% of respondents opinion about the service is not bad. 8% of respondents opinion about the service is better. 54% of respondents recommend this product to other. 46% of respondents dont recommend this product to others. 62% of respondents recommend single door model to other. 38% of respondents recommend double door to other. 84% of Respondents are satisfied with this product. 16% of Respondents are not satisfied with this product.

47

CHAPTER-VIII

SUGGESTIONS

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

Create a new design that will fit for the nuclear family and also economical Design of strategies in grabbing market from the upper middle class. It should also concentrate on the competitors and their models. So it can give the best than their competitors

Support sales activities by understanding your customers business better Qualify prospective partners and suppliers. Keep fully up to date on your competitors business structure,strategy and prospects.

Obtain the most up to date company information available. Expand the total market strategy. Try to keep the cost down and its prices must be consistent with the value of consumer in the product.

Try to apply the remarketing strategy in marketing. Meet changing customer needs and wants. Match new competitive advantages. Get the advantage of new technology. Fulfill the requirement of new market segment. Product development maybe useful in motivating the firms.

48

CHAPTER-IX

LIMITATIONS

Though the present study aimed to achieve the above -mentioned objectives in full earnest and accuracy, it was hampered due to certain limitations. Some of the limitations of this study may be summarized as follows:

Getting accurate responses from the respondents due to their inherent problems

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

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

and recommendations may not be as much in tune with their ground realities as may be considered desirable.

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

affected the comprehensive of its findings.

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

to collect data.

Normally respondents hesitate to disclose the information. The response of the respondents in giving information was lukewarm.

49

CHAPTER-X

CONCLUSION

Nearly five years ago,Whirlpool corporation set out on a course to reach the homes and hearts of customers around the globe. By listening intensely to their customers , understanding their needs and desires , and creating innovative solutions that meet and exceed those needs,Whirlpools organizations worldwide are building unmatched levels of customer loyalty to the brands. Its about innovation,eco efficiency and the consumer. The driving and the major elements the company considers are the Innovation Eco Friendly in nature Consumer In this present world and in this emerging scenarios of business whirlpool has exactly aimed on the aspects which it has to be.Through increased speed to market and international project teams,were changing the way we do business. Within this study, four relational characteristics were examined. In addition, analyses were conducted for a multitude of other contingency factors that are not included in the present study.Overall, however, no conclusive moderations were identified.Nevertheless, it may be assumed that customer diversity still has moderating effects on the information of customer loyalty.

50

CHAPTER-X1

Bibliography

Website Reference 1. http://www.whirlpool.com 2. Whirlpool annual report 2011.pdf 3. Implementing global marketing strategy. PDF 4. Whirlpool corporation 5. Building a house of brands: Whirlpool Corporations blueprint for success. PDF 6. http://en.wikipedia.org/wiki/whirlpool_corporation 7. www.google.com/search

51

CHAPTER-XII

A SURVEY ON CONSUMER USAGE AND SATISFACTION REGARDING WHIRLPOOL REFRIGERATOR IN CHINNAMANUR TOWN

Name: . Age:

Occupation Gender : Male Female

Address: Ph.no : Pin Code: ..

1. Do you use refrigerator in your home? Yes No

2. If yes which brand of refrigerator do you purchase? LG Samsung Godrej Whirlpool

3. For what purpose you select this particular brand? Name price quality all the above

4. Which media influenced you to purchase the product? TV Magazines Radio Other

5. How long period do you use this refrigerator? 1year 3year 4year more than 5year

6.What is your opinion about the qualities of the product? Good Bad better Excellent

7. Where did you purchase your brand? Retail shop Whole sale

8. Is any guarantee provide to the product? Yes No

9. Is there any service centre in your area for the product? Yes No

10. If Yes How long is the guarantee period? 1Year 3Year 5Year

11. What is your opinion about the services provided by the seller? Good Not Bad Better

12. Do you recommend this product to your friend or relatives? Yes No

13. Which type of model will your recommend? double door Single door 14. Are you fully satisfied with the product? Yes No

15. Give any suggestions ..