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kitchenwares

MARKETING RESEARCH
PROJECT REPORT
ON

“CUSTOMERS OPINION ON PURCHASE OF KITCHEN


WARES”

Submitted in Partial Fulfillment of the Requirement


For
Post Graduate Diploma in Management

UNDER THE SUPERVISION OF :


Pr. A.K. GUPTA
(Faculty of Business Research)

GUIDED BY: Pro. A.K.Gupta

SUBMITTED TO: SUBMITTEDBY:


Pro.A.K.Gupta
MUNIJI KUMAR
PRITI BISHT
PURSHOTTAM SINGH
SHAILESH MISHRA
TRILOKI NATH GUPTA
FACULTY OF :
Accman Institute of
Management

ACCMAN INSTITUTE OF MANAGEMENT 46 A/2


KNOWLEDGE PARK III, Gr. NOIDA.
GB Nagar, U.P

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PREFACE
Research is defined as the process of knowing the facts and verifying the old ones
by the application of scientific methods to natural phenomena so as to come to
uniform of laws governing these phenomena.

The research process involves a circular flow because conclusion from research
studies frequently gives rise to ideas and problems, which should be further
investigated

We tried our level best to conduct a research to gain through knowledge about
market. Our topic was “Customers opinion on purchase of kitchen
wares ”. Concentration, Dedication and Application are not a full key for
achieving any goal. There must be a right way of Guidance, Assistance and Co-
operation of peoples for achieving that particular goal.

We would like thank our Respected Pro. A.K. Gupta,


who always been a source of motivation and support to all the students of PGDM
(ACCMAN INSTITUTE OF MANAGEMENT ). We pay our special gratitude
to Pro. A.K. GUPTA (FACULTY OF BUSINESS RESEARCH) without whose
help it would have been impossible to conduct such a research successfully.

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DECLARATION
We All group member of Accman Institute of Management &
Technology are hereby declare that project entitled “Customers
opinion on purchase of kitchen wares” is a original work carried by us
for the partial fulfillment of PGDM under the guidance of Prof.
.A.K.Gupta
It is the original project and respondent are original and we have
followed all the guidance and instruction issued by institute time to time
for the preparation of the project. It is further submitted that the
questionnaire has been filled by respondent in our presence only. The
completion of all the information and data are accurate if it is found that
anything is wrong for any respondent false, the institute can take any
action against us. It‟s further submitted that this project is property of
ACCMAN INSTITUTE OF MANAGEMENT.

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TABLE OF CONTENTS
Chapter No. Particulars Page No.

1: Research Objective. 5

2: Research Methodology. 6-7

3: Executive Summary. 8-9

4: Synopsis. 10

5: Graphical Interpretation. 11-26

6: Personal Experience. 34-35

7: Annexure-I (Questionnaire). 36-37

8: Annexure-II (Respondents Sheet). 38

9: Word of Thanks. 39

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Research Objective

The objectives of the research are as follows:

 Being a PGDM student we have selected this topic for our


future prospect.

 From this project we have learnt the practical and the real
picture of the market.

 From this topic we have learnt the customer‟s behavior, their


demand and their perception.

 The most important thing that we have learnt from this


research is about different market environment and different
opinion about kitchen wares.

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Research Methodology
SAMPLING METHOD
In statistics, the term population or universe means any finite or infinite collection of
individuals and sampling means a part of population or a subset from a set of units which is
provided by some process or other usually by deliberate selection with the object of
investigating the process or set.

Broadly speaking sampling method can be divided into two parts

1) Probability sampling: It is a method of sampling in which the probability of unit being


selected is known. It can be categorized under following subtypes
a) Simple Random Sampling
b) Stratified Random Sampling
c) Systematic Sampling
d) Cluster Sampling

2) Non- Probability sampling: It is method of sampling in which the probability of a unit


being selected is not known. It can be categorized under following subtypes:

a) Quota Sampling
b) Judgment Sampling
c) Convenience Sampling
d) Snow Ball Sampling

According to our project “Customers opinion on purchage of kitchen


wares” we have selected convenience sampling and from there we have
selected customers randomly. We have collected our data in Primary form and
as per the schedule we have taken 50 units for the sample and we have
selected the area of research NCR and Delhi and our sample frame is
customers.

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Interview selection method: Mall intercept interview.
DATA COLLECTION METHOD

i) PRIMARY
1) Direct Personal Interview
2) Indirect Personal Interview
3) Information from respondents

ii) SECONDARY
a) Published sources
1) Govt. Publication
2) Report Committees and Commissions
3) Private Publication
4) Research institutions
5) Unpublished resources

PRIMARY DATA

Primary data are those which are collected for the first time and are thus original in
characters. Primary data are in the shape of raw material to which statistical methods are
applied for the purpose of analysis and interpretation. After statistical treatment the primary
data loss their original shape and become secondary data.

SECONDARY DATA

Secondary data are those which have already been collected by some other persons and
which have passed through the statistical machine at least once. Secondary data are usually in
the shape of finished products since they have been treated statistically in some form or the
other.

QUESTIONNAIRES:

There are four types of questionnaires:-

1) Disguised structure
2) Disguised non- structured
3) Undisguised structured
4) Undisguised non structured

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Customer’s opinion on purchase
of kitchen of kitchen ware

Executive
Summary
Questionnires :

1. Would you like to purchase the new kitchenware?


a)yes b) no c) can‟t say

2. Which market you prefer most?


a) cannought place b) sarojini market
c) karol bagh d) any other

3. In your opinion which market provides variety and quality both?

a) cannought place b) sarojini market


c) karol bagh d) any other

4. Which market is best according to season?


a) cannought place b) sarojini market
c) karol bagh d) any other

5. In which season most of the purchase occurs?


a) festival b) marriage
c) occasion d) any other

6. In which market maximum bargaining occurs?


a) cannought place b) sarojini market
c) karol bagh d) any other
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7.Which market has maximum number of branded showrooms ?
a) cannought place b) sarojini market
c) karol bagh d) any other

8. From which market you derive maximum satisfaction after purchasing?


a) cannought place b) sarojini market
c) karol bagh d) any other

9. Does the market affect the price of the product?


a) yes b) no c) can‟t say

10. What are the reasons behind your preferrences among al the markets?
a) price b) quality c) variety d) all these

11. Do you think that the market makes the consumer double minded?
a) yes b) no c) can‟t say

12. If you are satisfied with market do you recommend it to your closeones
or relatives?
a) yes b) no c) can‟t say

13. Which range of utensils you prefer to purchase?


a) 1000-2000 b) 2000-5000
c) 5000-10000 d)Above 10000

14. Which type of utensils you prefer to purchase?


a) non-stick wares b) steel
c) plastics d) any other

15. You purchase utensils according to:-


a) Trend b) Tradition
c) Durability d) Any other

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SYNOPSIS

TITLE: - : “Customers opinion on purchase of


kitchen wares”

 Research Objective. Customers opinion on purchase of kitchen wares

a) Canaught Place b) Karol Bagh

c) Sarojini Market d) Any other

 Name of the researcher. MUNIJI KUMAR


PRITI BISHT
PURSHOTTAM SINGH
SHAILESH MISHRA
TRILOKI NATH GUPTA

 Name of the guide. Prof. A. K. Gupta

 Area of research. Delhi & NCR.

 Sample unit. CUSTOMERS OF KITCHEN WARES

 Sample size. 50.

 Research tool. Questionnaire.

 Duration. 60 days.

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1. Would you like to purchase the new kitchen wares ?
a. Yes(100%) b) no(0%) c) can’t say

CONCLUSION:

We have conducted research to only those individuals who were interested in the
purchase of utensils or kitchen wares. We have interviewed to 50 individuals who
responded in „yes‟.

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2. Which market you prefer most?

a) cannought place(38%) b) sarojini market(42%)


c) karolbagh(22%) d) anyother(18%)

CONCLUSION:

The most preferable market which has been selected by the respondents is sarojni
market which accounts for approx.. 42% of the total purchase by them. Next to it
is the cannoght place which is selected by the respondents because there they can
not only purchase utensils but they also used to purchase some clothes and other
sports items along with having some fun there.

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3. In your opinion which market provides variety and quality both?
a) cannought place(22%) b)sarojini market(32%)
c) karolbagh(34%) d) any other(12%)

CONCLUSION:

In my opinion as responded by the individuals they used to refer sarojni market


as a place where the peoples can get the utensils both in variety and quality.
Actually a consumer is very much conscious about the quality of a product. If
they can get quality product along with the variety . the variety could be in
several forms like shape, size, packaging, handling, colour,etc. So here the
respondents opt sarojni market in quality and variety of utensils or kitchenwares.

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4. Which market is best according to season?
a) cannought place(42%) b)sarojini market(16%)
c) karolbagh(34%) d) any other(8%)

CONCLUSION:

Seasons used to play a significant role in the purchase of kitchen wares. The most
preferable place from where they used to purchase kitchen wares is cannought
place. They supposed to purchase products from there because there, they could
be able to get various products, because for most of the customer they only think
to buy the product of whatever quality it is. So they likely to go to cannought
place so that the people from each category or working class can buy the product.

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5. In which season most of the purchase occurs?
a) festival(50%) b) marriage(28%)
c) occasions(10%) d) any other(12%)

CONCLUSION:

Since we all know that the India is a place of festivals. So it‟s a golden
opportunity for the marketer to launch several utensils in the market so that they
could earn the same profits. Now festival has been found to be the most attractive
time for the customers to buy because they can get the product easily and at
discounted rate. Next to it is the marriage in which both the parties of both bride
and grooms have to purchase the kitchen wares in big lump.it accounts for
approx.28% and in festival it is 50%.

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6. In which market maximum bargaining occurs?
a) cannought place(54%) (b)sarojini market(24%)
c) karolbagh(10%) (d) any other (12%)

CONCLUSION:

Regarding the case of bargaining the persons who had been interviewed they
said that cannought place is the place of maximum bargaining because of
presence of so many options which are available to the consumer in the case if
they are not getting the exact price judgement by the marketer. Also the situation
arises when they have to buy variety of products and of different brand.54% of
the respondents voted for cannought place for bargaining and 24% for sarojini
mrket 10% for karol bagh in terms of bargaining.

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7. Which market has maximum number of branded showrooms ?
a) cannought place(26%) (b)sarojini market(54%)
c) karolbagh(14%) (d) any other(6%)

CONCLUSION:

After conducting the research Sarojni market has been found to be the place
where maximum branded utensils are found. There the people who are very much
conscious about quality of product they always wants to go for branded product
because they can spend there money over the purchase of kitchen wares but not at
the cost of quality and brand of the product. Here the data which came after doing
research is approximately 54%.

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8. From which market you derive maximum satisfaction after purchasing?
a) cannought place(34%) b)sarojini market(22%)
c) karolbagh(34%) d) any other(10%)

CONCLUSION:

Cannought place has been found to be the place for maximum satisfaction where
the customer gets. There they get maximum satisfaction because of the fact that
the marketer responds to the customer in a cordial way and also they provide
quick service whenever there occurs any fault in the utensils .They always
maintain a good relation with the customer. They help the customer in choosing
the best item which they are not able to identify .

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9. Does the market affect the price of the product?
a) yes (54%) b) no (34%) c) can‟t say (12%)

CONCLUSION:

According to the survey conducted for the purchase of kitchen wares, we found
that the price factor affects the purchase decision of consumer‟s. Because there
are several respondents who argued that high price compels the peoples to buy
such items which they can‟t afford because of the fact that the price will be
higher for the branded products which is of high quality and is ISO certified. So
this is 54% which affects the decision of the consumer and 34% says that they
can‟t compromise with the quality of the product even if the price has the sky
limit. They said that we will incurred cost only at once but we could get the
benefits and services for longer time.

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10.What are the reasons behind your preferences among al the markets?
a) price (24%) b) quality (28%) c) variety (11%) d) all these (37%)

CONCLUSION:

Whenever there is a combination of price, quality, variety and all these then
certainly a customer will purchase the product. Actually at certain places prices
proves to be a dominating factor in the decision for the purchase of kitchen wares
which is 22% and sometimes quality matters which is 26% as there are more
people who is quality conscious rather than price factor. 7% peoples are those
who are interested in variety of product.The maximum chunk of respondents
approx..34% has been concerned regarding all these factors while purchasing any
kitchen wares.

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11. Do you think that the market makes the consumer double minded?
a) yes b) no c) can‟t say

CONCLUSION :

It‟s a obvious problem occur sometime that the consumer‟s used to get double
minded because of the fact that, the consumer are not able to purchase the
required product because of the presence of so many products of different quality
and brand which is present in several price ranges. Also the presence of so many
markets make the consumer to think that which market should they have to go for
marketing the product. So this problem accounts for approximately 56% which is
half of the sample size we have taken. About 34% respondents are those who are
of the view that presence of markets do not makes us double minded because
they said that, if a person is knowing that the place where he/she is going , there
they will get the right product at right price and with good response or service as
they become loyal to them and they also became loyal towards them.

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12. If you are satisfied with market do you recommend it to your closeones or relatives?
a) yes b) no

CONCLUSION:

If a person is fully satisfied with the place or market from where they used to buy
the product then he/she must suggest other person or to their closed ones so that
person to whom we have referred at that place should be treated in a good way so
that the he will be assisted by the marketer in selecting the product .This accounts
for 100% during the research of a sample of 50 .

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13. Which range of utensils you prefer to purchase?
a) 1000-2000(36%) b) 2000-5000(40%)
c) 5000-10000(16%) d) Above 10000

CONCLUSION:

Usually it has been found from the research that the respondents spends approx.
Rs2000-5000 on the purchase of kitchen wares. This conclusion came because
most of the people used to buy the required kitchen wares at a time so that they
do not have to take extra pain in purchasing the same again and again as this not
only creates a tension but also adds extra burden over the budget as the price of
kitchen wares used to increase with the passage of time. The price range between
Rs2000-5000 captures about 40% and price range of Rs1000-2000 accounts for
36% and subsequently 16% and 8%. All this depends upon various factors like
the purchasing capacity of people, availability , variety , tradition and trend all
these.

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14. Which type of utensils you prefer to purchase?
a)non-stick wares(42%) b)steel(38%)
c)plastics(16%) d)any other(4%)

CONCLUSION:

With the introduction of Teflon coating over the kitchen wares most of the
person‟s used to buy non stick wares product because during the course of
cooking sometimes the cooking items used to stick with the pan and causes some
distractions towards the eatables. So in order to avoid such distraction
approx..46% of the customer purchases non-stick wares, followed by 38% for the
purchase of steel products and 16% used to purchase the items made of plastics.
Steel is the next best option for the customer who can buy them keeping price
factor in mind.

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15.You purchase utensils according to
a) Trend(24%) b)Tradition(20%)
c) Durability(52%) d)Any other(4%)

CONCLUSION:

Durability has been found to be the decisive factor for the purchase of kitchen
wares by the customer because these are the things which could not be bought
regularly as new items cost more as compared to that when the items are bought
at a time . mostly consumers wants that the product which they are purchasing
should go long which has acquired 52% and other factors like trend and tradition
accounted approx..24% and 20% .

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PERSONAL EXPERIENCE
The entire project was quite interesting and adventurous, our topic for
Business Project which is “Customers opinion on purchase of kitchen wares”,
for which we have started our journey from College to Delhi where we got one
of our form filled by Govt. employee earning 3 lakhs per annum he filled the
form and left the contact space blank, when asked him that he has left space in
form then he told that he does not have any contact number, but he was talking
on the phone.
When we reached Canaught place nothing was coming to our mind from
where to start since we were confused we thought to depart and think
separately and meet after an hour then my partner while approaching face
many problem in getting a form filled as people thought that he was from some
LIC company and they were not interested in filling it. Then with the passage of
time he succeeded in convincing them; I was very happy on then other side to
get a positive response from people as I was able to get them filled quickly. On
first day we finished with more than 60% forms, then on next day we headed
for Sector 37 Noida and Atta market where people had time in comparison to
what we found lacking in Canaught place, a common question that the people
raised was that what benefit will we will get after doing this research, how will
this help us in our life. My focus was always there on groups of people as by
approaching them I can communicate more people which was not possible in 1
on 1 communication. At last after facing all the hardships we were able to
complete the project successfully.

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Dear Sir,
We (Muniji kumar, Priti bisht, Purushottam singh, Trilokinath gupta and Shailesh mishra)
are students of PGDM of ACCMAN INSTITUTE OF MANAGEMENT, Greater Noida.
As per the course curriculum we are conducting a Marketing Research on
“Customers Opinion the purchase of kitchen wares’’.

Kindly extend your co-operation in filling up this questionnaire and enable us to conduct
the research successfully.

RESPONDENT’S INFORMATION
DATE: _____________________

NAME: _____________________________________________________________

SEX: _______________ AGE: _____________________________________

ADDRESS: __________________________________________________________

__________________________________________________________

OCCUPATION: ______________________________________________________

INCOME RANGE: ____________________________________________________

CONTACT NO. _______________________________________________________

SIGNATURE: _______________________

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QUESTIONNAIRE

1. Would you like to purchase the new kitchen wares ?


a)yes b) no c) can‟t say
2. Which market you prefer most?
a) cannought place (b) sarojini market
c) karol bagh d) any other

3. In your opinion which market provides variety and quality both?


a) cannought place (b) sarojini market
c) karol bagh d) any other

4. Which market is best according to season?


a) cannought place (b) sarojini market
c) karol bagh d) any other

5. In which season most of the purchase occurs?


a) festival b) marriage
c)occasions d any other

6. In which market maximum bargaining occurs?


a) cannought place (b) sarojini market
c) karol bagh d) any other

7. Which market has maximum number of branded showrooms ?


a) cannought place (b) sarojini market
c) karol bagh d) any other

8.From which market you derive maximum satisfaction after purchasing?


a) cannought place (b) sarojini market
c) karol bagh d) any other

9. Does the market affect the price of the product?


a) yes b) no c) can‟t say

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10.What are the reasons behind your preferrences among al the markets?
a) price b) quality c) variety d) all these

11. Do you think that the market makes the consumer double minded?
a) yes b) no c) can‟t say

12. if you are satisfied with market do you recommend it to your closeones or
relatives?
a) yes b) no
13.Which range of utensils you prefer to purchase?
a)1000-2000 b)2000-5000
c)5000-10000 d)Above 10000
14.Which type of utensils you prefer to purchase?
a)non-stick wares b)steel
c)plastics d)any other

15.You purchase utensils according to:-


a)Trend b)Tradition
c)Durability d)Any other

Respondent Sheet

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WORD OF THANKS

At the end we thank everybody who helped us directly or


indirectly in doing this marketing research. We also thank readers
and solicit their comment on our work. Very humbly we request
our readers to let us know about any of the mistakes we did
during the research and also which is apparent in the report. Last
but not the least we are grateful to the respondents who spare
their valuable time for us, without response of whom this work
would not have concluded.

MUNIJI KUMAR -PG 40022


PRITI BISHT -PG 40037
PURUSHOTTAM SINGH
-PG 40000
TRILOKI NATH GUPTA
-PG 40000
SHAILESH MISHRA
-PG 40000

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Group member‟s who‟s contribution towards
conducting the research

Muniji kumar Priti Bisht

Triloki nath gupta Purushottam singh

Shailesh Mishra

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