a study on customer brand perception and buying behaviour towards modular kitchen
TRANSCRIPT
“A STUDY ON CUSTOMER BRAND
PERCEPTION AND BUYING BEHAVIOUR
TOWARDS KUTCHINA PRODUCTS AND
ITS MODULAR KITCHEN”
Name : Prasanta Pera
Regd No: 1306258052
BIITM COLLEGE
Bhubaneswar
COMPANY PROFLE:
BAPL is an ISO 9001:2008, TUV certified company with accreditations from German
research organizations. Since the year 2000, BAPL has changed the way India cooks by
introducing revolutionary technologies and aesthetic designs in the areas of Kitchen
appliances which include electric chimneys, electric hobs, gas stoves, water purifiers and
other associated products.
Identifying the need for a complete package of Kitchen solutions, we at Kutchina have
made dedicated efforts to understand the requirements of the Indian homemaker. West
Bengal was the first state in the country to experience the modern Indian Kitchen in the
year 2000. Chimneys equipped with the latest auto-clean technology were for the first
time introduced in India by us.
CUSTOMER:Product:•Company offers various products likes, chimneys, cooktops, Hobs, water purifier, dish
washer, built-in-oven, induction, and special segment s modular kitchen.
Customer profile:•Every customer can afford the appliances part.
•But in modular kitchen due to its pricing factor a special income group can afford this
segment.
Aspects:•Status factor.
•For attractive styles and designs, now a days more customers are interested to do modular
kitchens.
Segmentation:Due to its style statement both rural and urban having adequate income are interested to do
modular kitchen.
The kitchen is no longer a place where you just cook a meal. These so-called ritual
spaces of the home are soon becoming an area of social confluence and guest
entertainment.
And kitchens no longer tell you what’s cooking, but exemplify who you are and how
you stand in the society.
As the market leader of kitchen appliances in Easter India and with a cross-country
presence, the company shares the trust and happiness of millions of families through
its innovative and quality German engineered products. Certified with ISO
9001:2008, the company was the first to launch Auto-clean chimneys, amongst
several other functional and pioneering innovations. Kutchina’s growth has been
nothing short of remarkable. No wonder, a recent consumer survey conducted by ABP
ranked at the top on brand power with an overwhelming 73% top-of-the-mind recall
Product Positioning:
(These factors are influenced for the consumer to buy the products)
•Low power consumption.
•Noise free
•Eye catching designs
•Product packaging
•24X7 customer service
Buying Pattern:
•In modular kitchen the total processing time taken from the time of beginning to
installation, it takes to 45 days or 2 months.
COMPETITORS:
The 2 major competitors of KUTCHINA are:
1) Sleek
2) Godrej
SWOT ANALYSIS:
STRENGTHS
•Efficient Marketing Network and Delivery System Available With Competitive Price.
•Production Unit Is Large. Per Month More Than 300 Kitchens Are Sold.
•24X7 Customer Service Is Available.
•Three Time Free Service Warranty.
•Kitchens Combine Quality with Competitive Costs, Durability with Innovation, Style and
Substance.
WEAKNESS
•Less Market Share But Better Than Other Competitors.
•Projected value shows high but after completion customer satisfaction is more.
•Kutchina gives 5 years warranty on total kitchen whereas other companies gives 15 years
warranty on other hardware items.
OPPORTUNITIES
•Due To Shortfall Of Time; People Are No More Interested Towards Carpenter Made
Kitchen Rather They Are Focusing More in Branded Company Offering Modular Kitchen.
•Blend of quality and perfection what makes kutchina status symbol.
•The secret way well organized kitchen is proper planning with the new way of kitchen
solutions.
•A well organised6 kitchen makes cooking fast and easy.
•Now days for style statement and business expansion more companies are interested to
enter modular kitchen segment.
THREATS
•New Beginners of Local Brands Entering Into the Market with Low Price Margin.
•Rivalry of New Entrants.
•Going For Growth Means Taking On Risk.
•Threats from Competitors and Substitutes.
RESEARCH METHODOLOGY:
Sampling Techniques :Convenience sampling is technique
Type of research
Descriptive type research has used to complete the project. This research is based
on fact finding enquires and the variables are totally independent and
uncontrollable.
Data collection:Primary Data
Primary data of research are collected from direct resources (customer of kutchina)
through questionnaire.
Secondary Data
Secondary Data which are used for research to know the history scope of kitchen
industries are collected from already available resources like net and other sources
Sampling techniqueRandom sampling is used for research project. I have given equal weight ages to
my all respondent and chose them randomly without any biased like age, income,
using of kitchen appliances.
.
Data analysis technique and tools
Descriptive statistics using excel & SPSS
Sample Unit:
The respondents who were asked to fill out the questionnaire are the sampling
units. These comprise of Housewives ,Government employees, businessman,
bachelors, etc.
Sample Size:
Sampling size involved in the survey is 100. The required data is collected
through questionnaire.
Sampling Area:
I had collected my data from the Bhubaneswar region.
Family Member
Family member
Frequency Percent Valid Percent Cumulative Percent
Valid 0-2 11 11.0 11.0 11.0
2-3 23 23.0 23.0 34.0
3-4 31 31.0 31.0 65.0
above4 35 35.0 35.0 100.0
Total 100 100.0 100.0
Own house/rented:
In the above figure and table it is evident that 46 of our respondents are belongs to
male group and other 13 are females
House
Frequency Percent Valid Percent
Cumulative
Percent
Valid Ownhouse 57 57.0 57.0 57.0
Rented 43 43.0 43.0 100.0
Total 100 100.0 100.0
Income group:
Income group
Frequency Percent Valid Percent
Cumulative
Percent
Valid 1lakh-5lakh 76 76.0 76.0 76.0
6-8lakh 18 18.0 18.0 94.0
above8lakh 6 6.0 6.0 100.0
Total 100 100.0 100.0
Awareness of Brand
aware
Frequency Percent Valid Percent
Cumulative
Percent
Valid yes 87 87.0 87.0 87.0
no 13 13.0 13.0 100.0
Total100 100.0 100.0
Where do you come to know
Came to know
Frequency Percent Valid Percent
Cumulative
Percent
Valid Print media 15 15.0 15.0 15.0
Electronics
media28 28.0 28.0 43.0
friends/relatives 37 37.0 37.0 80.0
Hoardings 9 9.0 9.0 89.0
Others 11 11.0 11.0 100.0
Total 100 100.0 100.0
First company
Frequency Percent Valid Percent
Cumulative
Percent
Valid kutchina 58 58.0 58.0 58.0
Sleek 11 11.0 11.0 69.0
Godrej 22 22.0 22.0 91.0
Gilma 9 9.0 9.0 100.0
Total 100 100.0 100.0
Which company first comes to your mind
Are you using any kutchina product
Using any Kutchina product
Frequency Percent Valid Percent
Cumulative
Percent
Valid yes23 23.0 23.0 23.0
no77 77.0 77.0 100.0
Total100 100.0 100.0
What product
Frequency Percent Valid Percent
Cumulative
Percent
Valid Water purifier 8 8.0 8.0 8.0
kitchen
chimney12 12.0 12.0 20.0
modular kitchen 8 8.0 8.0 28.0
induction
cooker10 10.0 10.0 38.0
Noneofthese 62 62.0 62.0 100.0
Total 100 100.0 100.0
Which product are you using of the company
What type of kitchen do you have
Kind of kitchen
Frequency Percent Valid Percent
Cumulative
Percent
Valid modular kitchen 18 18.0 18.0 18.0
Non modular
kitchen82 82.0 82.0 100.0
Total 100 100.0 100.0
Future kitchen
Frequency Percent Valid Percent
Cumulative
Percent
Valid yes58 58.0 58.0 58.0
no42 42.0 42.0 100.0
Total100 100.0 100.0
Are you interest to make modular kitchen in future
FINDINGS :
The data collected through questionnaire, personal interaction and telephonic interview with the
people, I found some critical points which I am going to mention below.
There are various factors that influence the purchase decision of a customer. These factors can
be grouped as brand, price, durability etc. Customers try to purchase and maintain a variety of
products that satisfy their current and future needs.
87% of customers are aware about kutchina and its product whereas 13% are not aware of it.
It states that 37% of people know about kutchina through friends & relatives and 9% through
hoardings.
It states that customer’s first preference for modular kitchen is Kutchina i.e. 58% and last
preference is gilma i.e. 9%.
It states that 23% customers are using kutchina products and 77% are not using.
It states that 62% customers are not using any product of kutchina and only 12% are using
kutchina kitchen chimneys.
It states that 58% customers are interested in making modular kitchen in future and rest 42%
are not interested.
THANK YOU