(Affiliated to Barkatullah University, Bhopal)

PROJECT REPORT

Of

RESEARCH METHODOLOGY

A COMPARATIVE STUDY ON
"CONSUMER PREFERENCE ON GODREJ APPLIANCES OVER OTHER
APPLIANCES IN MADHYA PRADESH

Submitted as a part of Curriculum for the award of the degree of

Master of Business Administration

Submitted To:
Prof. Vaibhav Lowlekar

Submitted By:
Twinkal Sharma
Sonam Sengar
Nilesh Tripathi
Ankit Haldar
(MBA SEC 2)

1
 LETTER OF TRANSMITTAL

We, hereby declare that the Project which is being presented in the
report entitled “A COMPARATIVE STUDY ON CONSUMER
PREFERENCE ON GODREJ APPLIANCES AND OTHER
APPLIANCES ” IN MADHYA PRADESH” is an original work done
by me and is submitted under the guidance of Prof. Vaibhav Lowlekar.

We further declare that no material of this report has been copied

from any source and this report has not been submitted to any other
University or institution for the award of any degree, diploma or
certificate. The materials obtained (and used) from other sources have
been duly acknowledged in the project.

Date: 11 April 2019

2
 ACKNOWLEDGEMENT

We are grateful to our faculty guide Prof. Vaibhav Lowlekar,

IPER Bhopal for his precious guidance throughout my project. The
study would not have been possible without his generous guidance.
We are indebted to Dr. Amarjeet Singh Khalsa, Director – IPER
Bhopal his generous support and blessings.
We also express my sincere gratitude to our family members,
friends and respondents for their extended support throughout the
project. Finally, we are thankful to all those who have directly or
indirectly contributed in this project.

3
Contents Page no.
1. Introduction 5

2. Research Methodology 6

3. Data Analysis 8

4. Findings & Conclusions 18

5. Appendix 19

4
INTRODUCTION
Godrej Appliances, a business unit of the highly diversified, Godrej & Boyce Mfg. Co. Ltd. is
one of the largest players in the Home Appliances space in India. In 1958, Godrej was the First
Indian Company to manufacture Refrigerators and has now become synonymous with the
category. The company is present across India through 100+ Exclusive Brand Outlets in 24 states
and through over 23000 dealer and retailer outlets. Godrej Appliances is known for delighting
the consumer with innovative, relevant and green technologies. Godrej has created many
milestones in the Indian appliance space – be it in the environment/energy efficiency space,
including the launch of the first green AC in the world (2012), launch of the first green
refrigerator in India (2001), launch of the first 5 star range of refrigerators (2008), launch of the
first inverter AC in India (2005), the first refrigerator with 6 Star Performance(2012) or a pure
consumer delight space like the launch of the Godrej Edge Duo – India’s first single door
refrigerator with a separate veggie drawer, Godrej NXW AC – India’s first most power-saving
green inverter AC with 6.15 ISEER, Godrej’s focus on balancing consumer needs with the
environmental cause has enabled the organization to redefine the technology landscape in the
appliances industry – to the delight of both the consumer and the environment. Both the
manufacturing units of Godrej Appliances’ - in Shirwal and Mohali became the first and only
manufacturing units in the country to be honoured with the coveted Platinum Green Co
certification for their efforts in green manufacturing... Through continuous improvement in
quality, a deep commitment to on-time delivery, a continuous thrust on innovation and research,
and a clear policy of keeping in step with the latest manufacturing technology, the company is
fully equipped to match world-class standards.
GODREJ REFRIGERATORS

Godrej is the first company to launch the first refrigerator in India, way back in the year 1958.
Today Godrej Eon Refrigerators keep you cool with a plethora of innovative solutions like Cool
shower technology, Poly bag suspenders in the freezer, Anti-B technology, 5 star energy rating,
ZOP technology, and 100% CFC free refrigerators. Godrej Edge-Digi offers automatic defrost in
a direct-cool refrigerator. A direct cool refrigerator from Godrej has intelligent auto defrost
facility. Godrej’s range of Frost free and Direct-cool refrigerators have been made keeping the
environment in mind and the growing customer needs.

5
 RESEARCH METHODOLOGY

OBJECTIVES OF THE STUDY:

The main objectives of this study are:

1) To determine the consumer preference towards Godrej refrigerator over other brands
2) To measure the performance of Godrej Appliances as compared to other brands in the
same market On SELECTED PARAMETERES.

The secondary objective of the study was:-

• To know that how many families use Godrej Refrigerator.

• To know that which other brand customer prefer most.
• To know that satisfaction level of user who use godrej as well as the other
company products.
• To know that, As compare to other products or appliance how would you rate
Godrej product
• To know that what factors influence the customer to purchase any products.
• To know that satisfaction level of Godrej products.
• To know the complete satisfaction of all problems solved/attended after purchase
the product. ( Godrej customer service )
• To make suggestion, if any further requirement in Godrej product.
• To make suggestion, if any to improve existing condition.

We did this project in two phases one was exploratory research and other was descriptive
survey.
Exploratory Research was done before to get the detailed idea about the consumer
appliances industry. This was also necessary for finding about the data related to the
other brands.

Some of the main objectives for doing Exploratory Research are mentioned below:

• Study of literature published on consumer appliance industry.

• Identifying competitors and their details.

6
 • Research on innovations of other brands in appliance segment.
• In depth interview of retailers and the company representative

Survey technique was used to collect primary data. The scope of study included people
who have availed the services of other brands

The study was conducted in 2019.There were 77 respondents chosen out of which nearly
more than half prefer Godrej Refrigerator.

The respondents included people having the occupation like Housewives, Working and
student who prefer to buy Godrej Refrigerators and the factors for which buy
Refrigerators like quality Price, Service warranty, Capacity, Cooling Technology.

Tools for data collection and analysis:

For primary data collection, a self-administered and non-disguised questionnaire

containing 12 statements was used in this study.

The questionnaire was pilot tested on 6 respondents and fine changes were made
accordingly. The result of data analysis is shown in next part..

Secondary data are gathered and recorded prior to the current research. These are the
historical data already collected and recorded by people. The data often prove to be of
great value in exploratory research. In this study the secondary data were collected from
various sources like- Internet, books, newspapers, brochures, journals, business
magazines etc.

RESEARCH PROBLEM:

A Comparative Study on Consumer Preferences on Godrej Refrigerator over other brands in MP

VARIABLES UNDER THE RESEARCH STUDY

• Age
• Occupation
• Family Size
• Income of the Customer
• Customer Satisfaction

SAMPLE SIZE – 77 RESPONEDNTS

7
 DATA ANALYSIS

Age v/s 25 - 30 30-40 Above 40 Below 25 Grand

Occupation years years years years Total
Business 3 3 1 7
Housewife 12 3 1 16
Service 2 1 1 5 9
Student 2 43 45
Grand Total 19 7 3 48 77

Age vs occupation
50
45
40
35
Business
30
25 Housewife
20 Service
15
Student
10
5
0
25 - 30 years 30-40 years Above 40 years Below 25 years

INTERPRETATION:
Out of all the respondents, the majority was of 43 respondents who are Students
which belong to the age group of below 25 years and in the age group range
between 25- 30 years; most of the respondents are housewives which are 12 in
number.

8
Age & Income 300,000- 500,000 - Below No Grand
500,000 10,00,000 300,000 Income Total
25 - 30 years 12 4 3 19
30-40 years 4 1 2 7
Above 40 years 2 1 3
Below 25 years 13 13 9 13 48
Grand Total 31 19 12 15 77

14

12

10

8 25 - 30 years
30-40 years
6
Above 40 years
4 Below 25 years
2

0
300,000- 500,000 - Below No Income
500,000 10,00,000 300,000

INTERPRETATION:
It was found that 12 respondents at the age group between 25-30 years were
earning income between 3-5 lacs and 13 respondents each were earning 3-5 lacs
and 5-10 lacs who were below 25 years age.

Family 4- 6 members Less More Grand

than 4 than 6 Total
members members
Count of Family Size 50 15 12 77

9
 Count of Family Size

16%
4- 6 members
19% Less than 4 members
65% More than 6 members

INTERPRETATION:
Out of 77 respondents 65% respondents were having a family size of 4-6 members
and 19% were having a family size of less than 4 members
Also 16% were the families having more than 6 members.

4- 6 Less than More than Grand

members 4 6 members Total
members
Business 5 1 1 7
Housewife 12 1 3 16
Service 5 1 3 9
Student 28 12 5 45
Grand Total 50 15 12 77

Family size vs Occupation

50
40
30
20
10
0
4- 6 members Less than 4 More than 6 Grand Total
members members

Business Housewife Service Student

10
INTERPRETATION: Most of our respondents having family size of 4-6
members are students which are total of 28 and 12 respondents in the family size of
4-6 members are housewives.

Income v/s 300,000- 500,000 - Below No Grand

brand 500,000 10,00,000 300,000 Income Total
preference
Godrej 16 4 5 9 34
Ki 1 1
LG 8 8 3 3 22
Samsung 6 6 3 2 17
Videocon 1 1 2
Whirlpool 1 1
Grand Total 31 19 12 15 77

Income vs brand preference

18
16
14
12 300,000- 500,000
10
500,000 - 10,00,000
8
Below 300,000
6
4 No Income

2
0
Godrej Ki LG Samsung videocon Wrilpool

INTERPRETATION: Out of 77 respondents – 16 who have income level of 3-5

lacs prefer godrej refrigerator the most & highest amongst all other brands.
Also 8 respondents having income between 3-5 and 5-10 lacs respectively prefer
LG refrigerator and the third highest preferred refrigerator was Samsung with the
majority of respondents having income level of 5- 10 lacs. Hence Godrej is
preferred by mid level income people.

11
Rate the attributes for choosing above mentioned particular brand. *

300,000- 500,000 - Below No Grand

500,000 10,00,000 300,000 Income Total
2 2 2 2 2
Appearance

300,000- 500,000 - Below No Grand

500,000 10,00,000 300,000 Income Total
Quality 2 2 2 2 2

300,000- 500,000 - Below No Grand

500,000 10,00,000 300,000 Income Total
Service 2 2 2 2 2
Warranty

300,000- 500,000 - Below No Grand

500,000 10,00,000 300,000 Income Total
After sale 2 2 2 2 2
services

INTERPRETATION:
When asked to rate the attributes of godrej refrigerator the average ratings were 2
for all the attributes whether its quality. Appearance, service warranty, after sales
services.

Family vs. usage Count of Have you ever used Godrej

Refrigerator?
4- 6 members 50
less than 4 members 15
More than 6 members 12
Grand Total 77

12
 Family vs Usage
60

40

20

0
4- 6 members Less than 4 members More than 6 members

Total

INTERPRETATION: Respondents who have family size of 4- 6 members are the

majority users of Godrej Refrigerator having 50 respondents. Following that family size
of less than 4 members are the second highest users. This shows that Godrej refrigerator
is fit for medium sized families.
25 - 30 30-40 Above Below 25 Grand
Feature Vs Age years years 40 years years Total
Body Design 1 8 9
Capacity 1 3 4
Capacity; Cooling Technology;
Body Design; Energy rating 2 1 2 5
Cooling Technology 4 2 12 18
Energy rating 2 6 8
Grand Total 6 4 3 31 44

14
12
10
8
6 25 - 30 years
4 30-40 years
2 Above 40 years
0
Below 25 years

13
INTERPRETATION:
Godrej Refrigerator users are mostly satisfied with the cooling technology as there
are 18 respondents who preferred it and every age group likes it except the age
group above 40 years.
Besides that body design seems more appealing to the age group below 25 years
age. Also cooling technology is also preferred by the same age group.

Income vs. 300,000- 500,000 - Below No Grand

price 500,000 10,00,000 300,000 Income Total
Expensive 9 3 1 1 14
Low 4 1 2 7
Reasonable 18 15 9 14 56
Grand Total 31 19 12 15 77

Income vs Price
20

15

10

0
300,000- 500,000 500,000 - Below 300,000 No Income
10,00,000

Expensive Low Reasonable

INTERPRETATION:
When asked about the price level of the Godrej refrigerator, 56 respondents with the
income level of all classes find it reasonable. Rest 14 with the majority of 3-5 lacs
earning population find it expensive and only 7 respondents found the price low in which
1 respondent was having income level ranging from 5 to 10 lacs. So overall price of
Godrej was considered reasonable.

14
 Income (INR) vs. 300,000- 500,000 - Below No Grand
satisfaction level 500,000 10,00,000 300,000 Income Total
Extremely Satisfied 7 3 2 3 15
Extremely Unsatisfied 1 1
Satisfied 24 15 10 12 61
Grand Total 31 19 12 15 77

income vs satisfaction
30

25

20
Extremely Satisfied
15
Extremely Unsatisfied
10
Satisfied
5

0
300,000- 500,000 - Below 300,000 No Income
500,000 10,00,000

INTERPRETATION
7 Respondents with the income level of 3-5 lacs are extremely satisfied. But 1
respondent of income level 5-10 is extremely unsatisfied. Whereas other 24
respondents are satisfied using godrej refrigerator which states that people with
lower income level are highly satisfied with godrej refrigerator.

Advertisement & 30-40 Above 40 Below 25 Grand

Age 25 - 30 years years years years Total
No 3 1 13 17
Yes 16 7 2 35 60
Grand Total 19 7 3 48 77

15
 Advertisement vs Age
40
35
30
25
20
15
10
5
0
25 - 30 years 30-40 years Above 40 years Below 25 years

No Yes

INTERPRETATION:
We can interpret that age group below 25 years have a greater impact of
advertisement for brand selection whereas respondent above 40 years are not
bothered about advertisements. So advertisement influence the purchasing
decisions of Youth the most.
Features Count of If NO then what are the reasons for buying that
brand?
Company Brand 53
name
Influence by others 24

Reasons for buying refrigerator

Influence by
others
31%

Company
Brand name
69%

16
INTERPRETATION:
It can be seen that people who don’t get affected by the advertisement buys home
appliances by Company brand name the highest with a percentage of 69% whereas
buying by the influence of others are 31%.
So it can be seen that company brand name plays an important role in buying
decisions of buyers rather who didn’t prefer advertisements.

Some of the Valid Suggestions are:

 Bring more colour of your refrigerator and improve your advertisement
 It should be reasonable for all customers with 5 star rating.
 Should add more features in the available product.
 Use Improve technology and be up to date with new market technology and
stuff in your product
 The quality of this Brand should improve more...

17
 FINDINGS

1. Students and housewives are most interested and prefer Godrej over other
brands.
2. Godrej cooling technology has been the rated the best and liked mostly by the
customers.
3. Godrej refrigerators are usually bought by the people having income between
3- 5 lacs but is liked by all up to income of 10 lacs.
4. Godrej should work on Advertisements.
5. Also they should make refrigerator to cater the higher income level people with
advanced technology.
6. Godrej should work on the appearance and also the varieties to increase its
market size.
Overall it’s a great brand competing finely with others but yet needs some
improvements.

Limitations of study:

The major limitations of the study are as follows:

 The sample size of customer is limited to 77 because of time and

cost factor.
 The information collected may not be sufficient and reliable in
terms of total market conditions in Bhopal.
 The study was time bound.
 Many of the respondents were not open with their responses.
 There may be error due to bias of respondents.
 The behaviour of the customers while approaching them to fill the
questionnaire was unpredictable.

Scope for further research: Further studies can be done on large sample size

Comparative studies can be done with respect to other cities as well.

18
 APPENDIX
Following is the questionnaire prepared for survey.
A survey on Godrej Refrigerator
Hi, We the student of IPER Bhopal are conducting a survey on Godrej Refrigerator your opinion
is highly appreciated .Please fill the form below.

* Required

Name * _________________

Age group *
Below 25 years
25 - 30 years
30-40 years
Above 40 years
Occupation *
Student
Housewife
Business
Service
Family Size *
Less than 4 members
4- 6 members
More than 6 members
Income (INR) *
Below 300,000
300,000- 500,000
500,000 - 10, 00,000
No Income
Which brand refrigerator you prefer the most? *
Godrej
LG
Samsung
Other
As per your choice in above question, Rate the attributes for choosing above mentioned
particular brand. *
1 (lowest rate), 2, 3(highest rate)
Appearance
Quality
Service Warranty
After sale services

Have you ever used Godrej Refrigerator? *

Yes
19
 No
What features of Godrej refrigerator seems more appealing to you? *
Capacity
Cooling Technology
Body Design
Energy rating
What do you think about the Price level of Godrej Refrigerator? *
Low
Reasonable
Expensive
Satisfaction level while using Godrej Refrigerator *
Extremely Unsatisfied
Satisfied
Extremely Satisfied
Does advertisement plays an important role in your brand selection? *
Yes
No
If NO then what are the reasons for buying that brand? *
Company Brand name
Influence by others
Any Suggestions _______________________________

20