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VINOD KUMARVINOD KUMAR

KESHERWANIKESHERWANIPGDM (2008-10)

Roll no. 10031

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Summer internshipSummer internship

report onreport onConsumer behavior towards homeappliances and the impact of Chinese

Products on it

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Company profile

About the company-Divine International is well knowncompany of India in manufacturing of handicrafts, lances,telescope, watches & etc

established in year 2001 and doing well since itsestablishment

Divine electrical & home appliances established in 2008 &first product they have launched in market that was CFL

Honor of the Company-Mr. Sandeep Mittal & Mr.Saurabh Mittal

Goal of the company-Company is working for the customersatisfaction & tries with full effort to manufacturing those CFLs whichare able to fulfill the customers needs, wants

Divine electrical & homeDivine electrical & home

appliancesappliances

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Compact fluorescent lamp (CFL)_

Fluorescent lamps convert more of the input power to visible light thanbulb lamps. A typical 100 watt tungsten filament bulb lamp may convertonly 2% of its power input to visible white light, whereas typicalfluorescent lamps convert about 22% of the power input to visible whitelight

higher luminosity

Lower heat--

About productAbout product

About two-thirds to three-quarters lessheat

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Product rangeProduct range

S.n Item no. Size(MM)

Watts LifeHrs.

Rates

1. PLC12MM 145 11 6000 55

2. PLC12MM 95 13 6000 65

3. PLC12MM 115 18 6000 80

4. PLC17MM 385 36 6000 220

5. 2U-PIE-9MM 55 5 6000 70

6. 2U-PIE-12MM 75 8 6000 68

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Selling the product

Define customer value, satisfaction, and retention. Exploring the link between company and Customer orientation

Defining role and importance of consumer behavior for amarketer

Identify the major factors that influence a consumers

purchase decision and behavior

A simplified model of the consumer decision-making

framework Define consumer behavior.

ObjectivesObjectives

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Descriptive research

Secondary data research: A comprehensive secondary research was carried

out to find out the various factors that affect thebuying decisions of the consumers. The mainobjective of this study was to analyze how muchsignificant effect of Chinese Product has on IndianHome Appliances Industry

on the buying decisions of the consumers. Itconsisted of: Searching secondary data sources, which included

books, Internet, library, etc.

Research methodologyResearch methodology

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Process by which individuals search for,select, purchase, use, and dispose ofgoods and services, in satisfaction of theirneeds and wants

CONSUMER BUYING BEHAVIORCONSUMER BUYING BEHAVIOR

http://www.businessdictionary.com/definition/process.htmlhttp://www.businessdictionary.com/definition/individual.htmlhttp://www.businessdictionary.com/definition/SELECT.htmlhttp://www.businessdictionary.com/definition/purchase.htmlhttp://www.businessdictionary.com/definition/goods.htmlhttp://www.businessdictionary.com/definition/services.htmlhttp://www.businessdictionary.com/definition/satisfaction.htmlhttp://www.businessdictionary.com/definition/need.htmlhttp://www.businessdictionary.com/definition/want.htmlhttp://www.businessdictionary.com/definition/want.htmlhttp://www.businessdictionary.com/definition/need.htmlhttp://www.businessdictionary.com/definition/satisfaction.htmlhttp://www.businessdictionary.com/definition/services.htmlhttp://www.businessdictionary.com/definition/goods.htmlhttp://www.businessdictionary.com/definition/purchase.htmlhttp://www.businessdictionary.com/definition/SELECT.htmlhttp://www.businessdictionary.com/definition/individual.htmlhttp://www.businessdictionary.com/definition/process.html

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Consumer decision makingConsumer decision makingprocess generally involves fiveprocess generally involves five

stagesstages

Post purchaseBehavior

Post purchaseBehavior

PurchasePurchase

Evaluationof Alternatives

Evaluationof Alternatives

Information SearchInformation Search

Need RecognitionNeed Recognition

Cultural, Social,Cultural, Social,Individual andIndividual andPsychologicalPsychological

FactorsFactorsaffectaffect

all stepsall steps

Cultural, Social,Cultural, Social,Individual andIndividual andPsychologicalPsychological

FactorsFactorsaffectaffect

all stepsall steps

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This report is an attempt to reflect the changesin the consumer buying behavior in the IndianMarket especially in home appliances buying .

Indian consumer durables market used to bedominated by a few domestic players likeGodrej , Kelvinator, and Voltas. But post-liberalization many foreign companies haveentered into India, dethroning the Indianplayers and dominating the market. The major

categories in the market are CTVs,refrigerators, air-conditioners and washingmachines.

The rural market is growing faster than theurban markets, although the penetration level

in rural area is much lower.

CONSUMER BUYINGCONSUMER BUYINGBEHAVIOUR TOWARDS HOMEBEHAVIOUR TOWARDS HOME

APPLIANCES IN INDIAAPPLIANCES IN INDIA

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THE KEY PLAYERSTHE KEY PLAYERS

f Chi d i

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In last couple of years, the Chinese electronicmarket has witnessed some dramatic increasein demand and sales chart of electronic items

The electronic items made in China products areexported in huge amount all over the world,

especially in countries like United States ofAmerica, different European countries and allother parts of Asia

The major highlight of Chinese electronicindustry is low cost product

These few factors certainly indicate a boomingfuture for the consumer electronics industry inChina

Impact of Chinese product inImpact of Chinese product inIndiaIndia

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A shopkeeper keeps all types of products which are more profitable for them intheir store.

in this 2 months I found that sale of CFL is not seasonal it is being sold durationsof whole year. Among all the medium of communications ,video

Media is the best medium for the companys product advertisement. In CFL brand name has impact on sale.

Phillips is no 1 selling CFL in cfl category.

And surya is the second in this industry

Shopkeeper is attracted by discount given by company.

Customers are attracted by discount offer And warranty period given to them ,especially in CFLs .

Chinese products are booming in India because of their cost effectiveness

FindingsFindings

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When I interviewed shopkeepers ,sometimes they use to give answers underthe influence of their past sales record.

Sometimes the problem which I face is

language problem for which I have to makethem understand Non-cooperative approach and rude

behavior of the respondents sometimes.

The extreme heat in the month of May andJune also proved to be an obstacle in doingthe survey

Problems and limitationsProblems and limitations

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Indians are "the most optimistic lot globally who think that theircountry will be out of the economic recession in the nexttwelve months."

In fact, it is widely believed that the Indian market will fuel the

growth of multinational companies in the coming years. Whilemost leading companies are cutting costs in the US andEurope, they see India as a strategic market, which can fueltheir growth like China made their different position in India .

The rural market is growing faster than the urban India now.

The urban market is a replacement and up gradation marketnow. Consumer goods companies are themselves coming out with

attractive financing schemes to consumers through theirextensive dealer network

ConclusionsConclusions

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