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International Journal of Management Focus|1

A STUDY ON CUSTOMER BRAND PERCEPTION AND BUYING BEHAVIOUR TOWARDS


DESIGNED KITCHEN WITH SPECIAL REFERENCE TO GODREJ INTERIO IN CHENNAI
S. KUMAR
Asst. Professor & Head/MBA Maharaja Engineering College, Avinashi, Tamilnadu
Dr. S. VARADARAJ
Associate Professor, Department of Management, Gobi Arts and Science College,
Gobichettipalayam, Erode Tamilnadu
ABSTRACT

The purpose of this research is to find out customer brand perception and buying
behaviour towards designed kitchen with special reference t o Godrej interior in
Chennai. The o b j e c t i v e of the s t u d y is to get the feedback about customer service
provided at t h e Godrej interior s t o r e s . The r e s e a r c h design used in this s t u d y
is descriptive research design. Data w a s c o l l e c t e d from around 105 customers in
the kitchen interior stores by survey method. The primary data i s collected through
questionnaire and personal contact with customer. The secondary data is collected from
journals, text books and through the internet. The data c o l l e c t e d and analysed using
simple percentage method. Chi Square and Correlation method is the statistical tool for
analysing the c o l l e c t e d data.
The c o l l e c t e d data i n c l u d e s personal details,
customer opinion in the retail stores, services and current benefits provided in the retail
stores, rewards, about their autonomy, r e c o g n i t i o n a n d
competitiveness. The
study was restricted only to Chennai city. So the r e s u l t s cannot be g e n e r a l i z e d .
Some of the customers are not serious in their responses to the survey and as a result
there are some difficulties in reaching to the right conclusion. The results may help the
management of kitchen interior s t o r e s to understand about the factors that
influence the b u y i n g behaviour of consumers towards kitchen interior stores.
INTRODUCTION
Brand is essentially the sum of all experiences related to the product, service and companies
that make and deliver the product. Brand perception is shaped by functional experiences (i.e. speed,
quality, reliability, ease of use).A well-known brand is generally regarded as one that people will
recognize, often even if they do not know about the company or its products/services. These are
usually the businesss name or the name of a product, although it can also include the name of a
feature or style of a product. The Buying behaviour is defined as the decision processes and acts of
people in buying and using products. Consumer Buying Behaviour refers to the buying behaviour of
the ultimate consumer. Previously Indian market was weak in providing good after sales service but
now a day there is huge competition. This Research also includes the analysis of the psychological as
well as demographical analysis which will be very much helpful of a company.
BRAND PERCEPTION AND BUYING BEHAVIOUR
Customer perception is defined as, A marketing concept that encompasses a customers
impression, awareness and consciousness about a company or its offerings. Customer perception is
typically affected by advertising, media and public relations. It is the process by which people

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translate sensory impressions into a coherent and unified view of the world around them. Though
necessarily based on incomplete and unverified (or unreliable) information, perception is the reality
guides human behaviour in general. Brand experiences and perceptions are developed over time
through a variety of sources, including: Previous experience with brand Interactions with sales, and
promotional activities customer service, and other employees, Recommendations from friends and
colleagues, Reviews by reputable sources, advertising. A firm needs to analyse buying behaviour
for: Buyers reactions to a firm marketing strategy have a great impact on the firms success. The
marketing concept stresses that a firm should create a marketing mix. The marketing mix should
satisfies customers, therefore need to analyse the what, where, when and how consumers buy.
Marketers can better predict how consumers will respond to marketing strategies.
The company has to provide good service after their marketing terms for better sales, so the
issues regarding customer retention is discussed. Apart from these, relation building is a matter of
immense concern now a day. Preference for the Women is referred to as a corporate asset in this
study. In this fast moving competitive era and growing population of service provider major task
rather than to create a customer is to retain him.
The Research gives a detail description of the detailed study on customer brand perception
and buying behaviour towards designed kitchens, It covers the application of designing and
managing the marketing force strategy of the company in order to manage, shape and motive the
customer as well as employees, Certain policies followed by the company are jotted as well as
certain suggestions have given.
HISTORY OF KITCHEN INTERIOR IN INDA
Indias place in the history of furniture is that of an adapter or transformer of imported
Western styles rather than a creator of independent styles of its own. Domestic furniture in the sense
in which it is known in Europe was not traditional in India before the 16th century, and even such
familiar objects as tables and chairs were rarely used until the spread of Portuguese, Dutch, and
English furniture.
It was precisely the difficulty of obtaining suitable furniture locally for their settlements that
encouraged the European traders to export Western prototypes for copying. It was soon found,
however, that the Indian craftsman, although an inaccurate copyist, was a skilled and imaginative
adapter of foreign decorative detail. This led to the emergence of an independent Indo-European
style of furniture that was much admired for its own sake and subsequently exerted fresh influences
in the West. Furniture is the collective term for the movable objects which may support the human
body (seating furniture and beds), provide storage, or hold objects on horizontal surfaces above the
ground. Storage furniture (which often makes use of doors, drawers, and shelves) is used to hold or
contain smaller objects such as clothes, tools, books, and household goods.
Furniture can be a product of artistic design and is considered a form of decorative art. In
addition to furniture's functional role, it can serve a symbolic or religious purpose. Domestic
furniture works to create, in conjunction with furnishings such as clocks and lighting, comfortable
and convenient interior spaces. Furniture can be made from many materials, including metal,
plastic, and wood.
REVIEW OF LITERATURE
GODREJ- We care the quality of your life: The saga of Godrej & Boyce began in the year of
7th May 1897. A young man named Ardeshir Godrej gave up law in 1897 and turned to lock
making. Ardeshir went on to make safes and security equipment of the highest order and stunned
the world by creating toilet soap from vegetable oil. His brother Pirojsha Godrej Carried Ardeshirs
dream forward, leading Godrej towards becoming a vibrant, multi business enterprise. Pirojsha laid

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the foundation for the sprawling industrial garden township now called Pirojshnagar in the suburbs
of Mumbai, Where the Godrej Group has its headquarters.
Ardeshir Godrej (1868-1936) was the first Indian manufacturer to displace well entrenched
foreign brands from the market. Godrej &Boyce Manufacturing Company Limited, the holding
company of the Godrej Group, started its journey with the manufacture of high quality locks in 1897.
Today we have 15 diverse business divisions offering consumer, office and industrial products and
services of the highest quality to every corner of India and across the Globe.
Farquhar (1989) Considers that building a strong brand within consumers minds means
creating a positive brand evaluation, an accessible brand attitude, and a consistent brand image, the
accessible brand attitude actually referring to what the others term as awareness. As already
mentioned, an important dimension of brand equity is brand awareness, very often an undervalued
component.
NeerajKaushik (2007) a study on customers perception and satisfaction towards kitchen
furniture formats. The main objective is to find out the factors that determine the perception of the
customers. A descriptive study was conducted to achieve the objectives. Judgmental sampling
method was followed. The study was conducted to 195 respondents. A survey was carried out in
Bhiwani, Rohtak and Hisar districts of Haryana in India.
OBJECTIVES OF THE STUDY
To know the customer Brand perception regarding the product quality
To analyse customer expectation and preferences on service, durability, price, Size, colour
etc.
To know the effectiveness of sales promotional and other activities.
METHODOLOGY
The present study based on primary as well as secondary data. The collect the primary data,
questionnaires are prepared. 105 customers visiting to Godrejkitchen interior stores were
interviewed. The secondary data is collected from journals, text books and through internet.
Random sampling method is adopted used to select the consumers for collecting data.
STATISTICAL TOOLS USED FOR THE STUDY
Percentage Analysis / Chi Square Analysis/ Correlation
DATA ANALYSIS AND INTERPRETATION
Factors influencing the Visitors to Visit Godrej kitchen interior stores
Table 1 showing the level of meals at home
Particulars
Number of Respondents
Kitchen
18
Dining Room
66
Others
21

Percentage
17
63
20

Table 2 showing the respondents likes about their present kitchen


Particulars
Number of Respondents
Shape
26
Colour
34
Design
28
Others
17

Percentage
25
32
27
16

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Table 3 showinghow the respondents are aware about the product and services
Particulars
Number of Respondents
Percentage
TV/Internet
47
45
Newspapers /Magazines
26
25
Friends & Relatives
21
20
Others
11
10
Table 4 showing factors that ensures brand perception of the Products
Particulars
Number of Respondents
Percentage
Quality
57
54
Usage Experience
22
21
Delivery
9
9
Others
17
16
Table 7 showing the attributes that associated with the brand name of Godrej
Particulars
Number of Respondents
Percentage
Popular & stylish
32
30
Innovative
19
18
Reliable
49
47
Others
5
5
Table 6 showing the respondents conscious level while buying the Godrej kitchen interior
products
Particulars
Number of Respondents
Percentage
Price
36
34
Quality & reliability
43
41
Design &colour
17
16
Others
9
9
Table 7 showing the respondents attraction towards sales promotional activities
Particulars
Number of Respondents
Percentage
Scratch card
26
25
Warranty Period
43
41
Special Discounts
17
16
Others
19
18
Table 8 showing the style preferred for the remodel kitchen
Particulars
Number of Respondents
Percentage
Classy
21
20
Contemporary
18
17
Modern
19
18
Period styles
8
8
Other personal designs
39
37
Table 9 showing the colour preference for their remodel kitchen
Particulars
Number of Respondents
Percentage
Valentia red
7
7
Chest nut (MDF)
23
22
Royal Blue
37
35
Others
38
36
Table 10 showing the respondents like towards new counter top surface
Particulars
Number of Respondents
Percentage
Cori an
13
12
Granite
72
69
Tiles
17
16
Others
3
3

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Table 11 showing the type of design preferred by the respondents for the kitchen
Particulars
Single wall kitchen
Parallel Kitchen
L- Shaped Kitchen
U-Shaped kitchen

Number of Respondents
27
33
29
16

Percentage
26
31
28
15

Table 12 showing the secondary activities that respondents like to take place in the kitchen
Particulars
TV
Eating Desk
Wine storage
Wet Bar
Other

Number of Respondents
17
58
5
2
23

Percentage
16
55
5
2
22

Table 13 showing the satisfaction level of services of the Godrej kitchen interior
Particulars
Number of Respondents
Percentage
Highly satisfied
32
30
Satisfied
63
60
Dissatisfied
6
6
Highly Dissatisfied
4
4
Table 14 showing the satisfaction level of price of the Godrej kitchen interior
Particulars
Number of Respondents
Percentage
Very High
53
50
High
27
26
Average
21
20
Low
4
4
CHI-SQUARE ANALYSIS
Table 15 Showing the Chi-Square Analysis Between The Gender And Sales Promotional Activities
Aim: To find out the relationship between the Gender and Sales promotional activities from Godrej
kitchen interior.
H0: There is no significant relationship between the gender and sales promotional activities from
Godrej kitchen interior
H1: There is a significant relationship between the gender and sales promotional activities from
Godrej kitchen interior.
Sales promotional activities /
Scratch
Warranty
Special
Others
Total
Gender
Card
Period
Discounts
Male
8
31
7
15
61
Female
18
12
10
4
44
Total
26
43
17
19
105
Degree of Freedom : 3 / Level of significance: 5% / Calculated value : 16.8 / Table value : 7.815
The table value of chi-square for degree of freedom 3 at 5% level of significance is 7.815 and the
calculated value is 16.8 Since the calculated value is greater than the table value, the null hypothesis
is rejected and accepts the alternative hypothesis, So it conclude that there is significant relationship
between the gender and sales promotional activities.

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CORRELATION ANALYSIS
Table 16 showing the correlation analysis between brand perception and conscious level in product
purchasing
Particulars

Number of Respondents

TOTAL

Brand perception (X)

57

22

17

105

Conscious level in
product purchasing (Y)

36

43

17

105

CALCULATION:
X
Y
XY
X2
Y2
57
36
2052
3249
1296
22
43
946
484
1849
9
17
153
81
289
17
9
153
289
81
X=105
Y=105
XY=3304
X2 =4103
Y2 =3515
N =4, / Correlation, r =0.541
The range of the correlation coefficient is 0.541 then there is a perfect positive linear relationship
between those variables.
FINDINGS
It is inferred that 58% of the respondents are male and 42 % of them are female.
It is inferred that 36% of the customers are employees, 35% of them are employee, 25% of
them are house wives and 4% of the respondents are students.
It is found that 59% of income levels of the respondents are from above Rs.50, 001.
It is found that 17% of the respondents were found to have their meals at kitchen and 63% of
them at dining room and 20% were found to have their meals at other areas.
It has been inferred that 25% of the customers were found to like shape about their present
kitchen. 32% of the customers were found on colour.
It is inferred that 45% of them are aware of the product and service through TV/ Internet.
The table reveals that the 94% of the respondents are brand conscious and other areas, and
6% marked as not.
It is found that 80% of the respondents agree to recommend the Godrej kitchen products to
their friends and relatives
The table is price level of the Godrej interior product, 50% suggest that the price of kitchen
interior product is very high.
It is inferred that 38% of the respondents suggest they differentiate Godrej from the
competitors on the basis of quality & reliability.
RECOMMENDATIONS
The company should maintain healthy relationship with customers in order to retain them
with the company.
Organizations like to purchase branded furniture but they believe that Godrej furniture is
very expensive & is not easily available to them, so more showrooms should be opened and
more schemes & offers should be provided to the customers.

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There are several features that customers take into consideration while going for
purchasing furniture like aesthetic look, price, quality, warranty, after sale service etc.,
so Godrej should take every aspect into consideration.

Furniture should be prepared keeping into mind that what customers think is best
design/style & not what company thinks is suitable, customer should be given
priority. That means the company should be customer oriented rather than market
oriented.
Majority of the institutions prefer wooden & steel furniture, so high quality of
steel &
wooden material should be manufactured in order to meet customer expectations.
Most of the customers complained that Godrej has high prices of furniture, so it is
recommended that the company should provide some discounts and offers to
their customers. So that the customer gets motivates towards Godrej interior,
ultimately it will help the company to get immediate orders & will also clear
ambiguity among customers.
CONCLUSION
The customer suggestion will keep the company to improve their quality of
product and other facilities. It will also help to know about the opinion of sales promotional
activities and that would help the organization to lead the company. The company has to
create more awareness in case of kitchen interior products, Godrej as a brand name is known
to everyone living in India. But people are less aware about the modular solutions.Godrej
Interior has to change its marketing policies. There is a need of high promotion of modular
solutions. The company should maintain healthy relationship with customers in order to
retain them with the company.Finally, this study is used for knowing brand perception and
buying behaviour towards Godrej kitchen interior show room.
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