You are on page 1of 95

Consumer Preference & Brand Loyalty

Chapter 1 INTRODUCTION
` INTRODUCTION TO HOME APPLIANCES After the development of eating utensils there were several kitchen appliances that came into use. The pioneer kitchen appliances are knives, blender and cutters. Evolution of Kitchen Before the age of electricity, running water and modern appliances, there was no kitchen. Kitchen came into existence after that. Before there was a hearth for cooking, a paper or cutting board for preparation and a dining area in a central gathering place. Kitchen continued developing its independent identity into the 1970s and 80s. Kitchen came to be defined as a separate room for food preparation. Kitchen Appliances With the development of kitchen along with the eating utensils, several other kitchen appliances came into use. The use of these appliances does not have a very long history but they are coming more into picture along with certain experiments from over the years. In 1679, French physicist Denis Papin invented the pressure cooker, called Papin's Digester; this airtight cooker produced a hot steam that cooked food more quickly while preserving nutrients. Jordan Mott invented the first practical coal stove in 1833. Mott's stove was called the baseburner. The stove had ventilation to burn the coal efficiently. The Carpenter Electric Heating Manufacturing Co. invented an electric stove in 1891.
SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[1]

Consumer Preference & Brand Loyalty

How the Kitchen Evolved From the earliest open hearths to today's high-tech wonderlands; it's always been at the domestic center of any house It's a thoroughly modern conceit, this notion that we've finally achieved domestic nirvana. And, in fact, evidence of the kitchen's breathtaking change over the past few decades is everywhere, from the microwave and the Cuisinart to the computerized washing machine and the whisper-quiet dishwasher, from prepackaged salads and frozen waffles to the pre-shreaded Monterrey jack on your prefolded tacos. Yet for all their time-saving, step-saving, back-saving wonder, these are mere buzzers and whistles compared to the kitchen revolution at the last turn of the century. Credit the post-Civil War exodus of servants from the Home to the factory that left millions of housewives demanding new culinary helpers. Credit the electric power lines threading their way through city and suburb. Whatever the reason, appliances flooded gadget-hungry households between the late 1800s and the 1920s at a pace never before seen, creating the first truly mechanized kitchen and forever loosening the washing-ironing-baking ties that, for generations, bound women to their housework. This was the dawn of mass-produced egg beaters, ice-cream makers and

juicers. The advent of Pyrex and enamelware. The explosion in electric everything irons, toasters, percolators, carpet sweepers, waffle irons and refrigerators. ``It was a period of enormous change,'' says Ellen Plante, author of the 1995

book, ``The American Kitchen, 1700 to the Present.'' ``The Victorians loved
SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[2]

Consumer Preference & Brand Loyalty

anything innovative - they wanted the latest, the newest, and the most modern. Anything that But to understand the enormity of this revolution -- of kitchen as workspace, gathering place and barometer of domestic life -- it's necessary to reach back even further, to the first kitchens. It's a circuitous path from the 17th Century to the 21st, but along the way the kitchen has not only transformed itself from spare to sumptuous, it has also roamed from outside the house to inside, from first floor to basement and back up, from rear of the house to front, to back again. At the same time, it has redefined the role of women just as surely as the cook stove reshaped dinner. Of course, to call the early kitchen a kitchen is a misnomer. ``The kitchen wasn't just the center of the house, it was the house,'' says Long Island food historian Alice Ross. Indeed, for all but the wealthiest colonists, home was a one-room structure where they cooked, slept and ate. ``There often wasn't even enough seating for everyone,'' Ross says. ``One man might sit down on a chair and eat at a barrel-head, another might sit on the floor.'' Even in post-Revolutionary Long Island, when separate bedrooms and kitchen wings were added, the hub of the house remained the hearth, where women labored from early morning until the candles flickered out. The fireplace, which could measure 10 feet by 6 feet, typically was made of brick -- whitewashed at first, painted blue or green or brown after 1700 -- and trimmed with a wooden mantle. Nearby sat a small table for food preparation and a simple array of iron pots, pans and utensils that were handed down from generation to generation.

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[3]

Consumer Preference & Brand Loyalty

In those days, chores -- even for a woman with servants -- were aimed at survival, not self-fulfillment. She cooked, mended and washed, fashioned candles, made her own soap and even her own scouring tools. And in farm kitchens, even the most basic tasks were dictated by the cycle of planting and reaping. ``I read a diary from the 1700s where the woman hadn't slept in three days because the cherries were ripe,'' says Gail Lucien, domestic arts supervisor at Old Bethpage Village Restoration. ``She had to get to them before the birds did; she didn't have the choice to just put them in the freezer.'' The Changes to home appliances over the last 50 years Kitchen appliances were designed to make life easier when cooking and preparing food. Since the mid-1800s, people have been thinking of new and innovative ways to store food, cook food and clean up after eating food. Many of these ideas were good enough to be used by a large number of people and they are still around today. Inventors are still trying to make things easier by coming up with new products that do more things. Following is a few of the inventions that have stood the test of time and continue to be used by millions of Americans today. The stove is something that most people could not do without. Whether you prefer gas or electric, stoves are the main source of cooking food in American homes today. The first gas stoves were invented in the early 1850s. It took awhile for the idea to catch on because only 100 Americans owned a gas stove in the next few years. By 1912, gas stoves were being challenged by the more convenient electric stoves. The electric stoves used convection to heat food rather than a flame. The Copeman Electric Stove Company, based in Flint, Michigan, received the first patent for an electric stove in 1912 and continued to perfect their technology in following years.
SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[4]

Consumer Preference & Brand Loyalty

Today, people can choose between gas and electric. Since they are both safe and serve the same purpose, the stove that people use is generally a matter of personal preference. Kitchens have been in existence for many centuries and have always been used for food preparation and storage. The word kitchen derives from the Vulgar Latin cocina and the Late Latin coquina, which literally means to cook. Our modern culture however has evolved the kitchen into a major social and design element of the house, so people can prepare and eat food in style with modern kitchen appliances. But imagine the kitchen as being a separate room in the house, used only to store food and prepare meals over an open fire using wood or charcoal. Imagine travelling to the nearest well, to fill up your buckets, carrying it all the way back home and waiting hours for it to boil up and cool down safe enough to use. Hard to imagine but this was once the world before kitchen appliances came to existence. A kitchen appliance was introduced to the Western World between the 18th and 19th century. It was during the industrial period of the 19th century, that architects took to taking the design and function of the kitchen further, by introducing water from taps and cast iron stoves in houses. Early 18th century industrialization saw the advancement of technology, which meant that kitchens changed drastically in terms of incorporating new appliances such as the cast iron cooker stove. Earliest models included the Franklin stove, invented by Benjamin Franklin, a furnace stove that was intended for warming up food and not cooking.
SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[5]

Consumer Preference & Brand Loyalty

But it was not until 1825 that the gas cooker was granted its patent, until this point, all stoves used coal or wood. Early 19th century saw the gas stoves became more popular and commonly used by most households, taking kitchens to the next level. Not only were gas stoves being installed soon water pipes and sewers were built. Before this collecting water had consisted of a trip to the well, pump or spring every day. It was then carried in a bucket back to the house and heated up for various uses. Certainly, the tap was a major breakthrough in the kitchen design.

CONSUMER BEHAVIOUR Right from the time there has been exchange of goods and services between the buyers and sellers, the ultimate success of all the economic activities has primarily depended on the producer manufacturing and selling goods and services desired by the target consumer. The ultimate decision of whether to purchase or not purchase a product or service and from whom to buy has always been vested in the hands of the final consumers. One can imagine the absurdity of trying to sell air conditioners or swim-suits to people of North Pole, where it is cold. This only goes to show that marketers have to revolve every marketing activity around the ultimate consumer. Since the focus of attention is on the consumer, the marketer is always probing and trying to learn. Who buys products/services? How do they buy products/services? When do they buy goods/services?

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[6]

Consumer Preference & Brand Loyalty

Where do they buy goods/services? Why do they buy goods/services? How often do they buy? And so on This shows that there is always an attempt on the part of the marketer to

understand and study consumer behavior. This can be referred to as an attempt to understand and predict human actions in the buying role. The study of consumer behavior is comparatively a new research field. Basically human beings have been sociable in nature and their buying decision or freedom of choice is determined by the affluence of the individual consumer and the society in question. What is consumer behaviour? A consumer market can be defined as all the individuals and households who buy goods and services for personal competition. Consumer is to do with activities of individuals in obtaining and using the goods and services; it encompasses the decision making process that and determines purchases. According to Prof. C.G. Walter and Prof. G.W.Paul it is the process by the individuals decide whether, what, when, where, how and from whom to purchase goods/services.

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[7]

Consumer Preference & Brand Loyalty

Consumer behavior is the entire psychological, social and physical behaviour of potential customers as they become aware of evaluate, purchase consume and tell others about the products and services.

Significance or Importance of Consumer Behaviour: The study of consumer behaviour always focuses on the decision process of the individual customer or consuming unit. It includes all the efforts to describe and explain one or more acts of choice either at a given time or over the period time. The relevance and importance of understanding consumer behaviour is rooted in the modern marketing concepts. Consumer behaviour is dynamic therefore it is necessary to continuously study, analyze and understand it and monitor this understanding to the marketing management so that effective decisions can be taken in respect of product, prices, promotion and distribution. The profit position of a product hinges on the kind of predisposition positive/negative which a consumer has developed towards it. It is essential to study and analyze it in order to understand why he/she has developed such a predisposition. Emerging consumer movement necessitates than marketers in India must understand consumer behaviour their needs, aspirations, expectations and problems. It will be extremely useful in exploiting marketing opportunities and in meeting the challenges that the Indian market offers.
SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[8]

Consumer Preference & Brand Loyalty

In the interest of marketing decisions, marketers must develop an understanding of their consumers behaviour, the buying process and the factors influencing this process.

The Various Disciplines Affecting Consumer Behaviour

SL. No. 1 2

Discipline Economics Psychology

Particulars Demand, Supply, Income, Purchasing Power Needs and motivation, personality perception, learning, attitudes

3 4

Sociology Socio Psychology

Society, social class, power, esteem & status Group behaviour, conformity to group norms, group influences, role leader

Culture Anthropology Attitude towards wealth, join family system

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[9]

Consumer Preference & Brand Loyalty

Detailed Model of Factors Influencing Consumer Behavior Cultural a. b. c. Social a. b. c. Reference Groups Family Roles & Statuses Culture Sub culture Social class

Personal a. b. c. d. Age & Life Cycle Stage Economic Circumstances Life Style Personality & Self Concept

Psychological a. b. c. d. Motivation Perception Learning Beliefs & Attitudes

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[10]

Consumer Preference & Brand Loyalty

Cultural Factors: Cultural subculture and social class exert the broadest influence on consumer behaviour. a. Culture: Culture is the most fundamental determinant of persons wants and behaviour. A child growing up learns a set of values, perception and behaviour pattern from the society. b. Sub culture: Each culture consists of smaller sub cultures that promise specific identification and socialization for its members. The four sub cultures are: 1. 2. 3.
4.

Nationality groups like India, Canada etc. Religion groups such as Hindu, Muslim etc. Racial groups like black, white, oriental etc. GeoGraphical areas such as Punjab, Orissa, Tamilnadu etc.

c. Social class: Social classes are relatively homogenous and enduring divisions in a society and their members share similar values, interests and behaviour. Social Factors: Consumer behaviour is also influenced by social factors as reference groups, family, social roles and status.
SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[11]

Consumer Preference & Brand Loyalty

a. Reference group: A persons reference group consists of all the groups that have a direct or indirect influence on his attitudes and behaviour. Groups, which have a direct influence on the person, are the primary group, which includes his family, friends, neighbors, etc and secondary group includes such factors as religion, profession, trade union etc. Then there is aspiration group in which the person does not belong but aspires to join. E.g. A teenager may hope one day to play for the Indian Cricket team. b. Family: A family can exert considerable influence in shaping the consumption and indicating decision making rules. The members of the family play different roles such as influence decider, purchaser and user in the buying process. c. Roles & Status: A person participates in many groups throughout life family, clubs, organizations etc. A persons position in which can define in terms of rule and status. E.g. A play s the role of a daughter it her parents, a wife in her family, in an organization she plays the roles of a manager. A role consists of the activities a person is expected to perform according to the people around her.

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[12]

Consumer Preference & Brand Loyalty

Personal Factors: A buyers decision is also influenced by his or her personal characteristics notably the buyers age, occupation, economic circumstances, life style, personality and self concept. a. Age: People change the goods and services they buy over their lifetime e.g. they eat baby food in their early years, most food in their growing years and specials diets in their old age. Their tastes and preferences also change with age. b. Occupation: A customers consumption pattern is also influenced by his or her occupation. Marketers try to identify the occupational groups and specialize in producing products needs by a particular occupational group. c. Life Style: A persons life style is expressed in the persons activities, interests and opinions. Life styles portray the whole person interacting with his or her environment. d. Economic Conditions: Peoples economic conditions consists of their spendable income, savings and assets, borrowing power and attitude towards spending versus savings. Therefore marketers of income sensitive goods pay serious attention to trends in personal income, saving and interest rates. e. Personality and self-concept: Personality encompasses a persons distinguishing characteristics that add to relatively consistent responses to his or her environment. All of us carry around a
SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[13]

Consumer Preference & Brand Loyalty

complex mental picture of ourselves; marketers should key to develop brand images of target market. Psychological Factors: a. Motivation: A person has many needs at any given time. Some needs are biogenic such as hunger, thirst and discomfort. Other needs are psychogenic such as the need of recognition, esteem or belonging. Most needs will not be intense enough to motivate the person to act immediately. A need becomes a motive or drive when it is aroused to a sufficient level the person to act. Satisfying the need reduces the felt tension. b. Perception: A motivated person is ready to act. Now the motivated persons act is influenced by his perception of the situation differently. Two persons in the same motivated and objective act quite differently because they perceive the situation differently. Perception can be defined as the process by which an individuals selects, organizes and interprets information to create a meaningful picture of the world. Perception depends not only on the character of the physical stimuli but on the relation of the stimuli to the surrounding field and on conditions within the individual. c. Benefits and attitude: Through acting and learning people acquire their beliefs and attitudes. These interns influence their buying behavior. A belief is a discipline through that the person holds about something. These beliefs make up product and brand images and
SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[14]

Consumer Preference & Brand Loyalty

people act on their images. An attitudes a persons enduring favorable feeling and action tendencies towards some object it idea. Attitudes are very difficult to change and company would be well advised to fit its product into attitude rather than try to change it. BRANDING: What is Brand? The word Brand is a comprehensive term. To brand is no name or mark indelibly as proof of ownership. It means a sign or symbol of quality. It is best means of advertising and positioning in the market. Branding is the best means to capture and retain the consumer demand is a competitive market. The marketer can create brand equity, brand loyalty and image for his products only through branding. A brand is more than just a product. It is a contract between the customer and the creator. A brand is what a customer buys hopes / expectation / service. The sole purpose of branding is to distinguish brand name, which has earned reputation in the market, is very difficult to complete with. Trade mark: Trade mark is a legal term. It is a brand duly registered under the trade names and trade marks act. It is a brand enjoying legal protection. A registered brand can be taken if they adopt it. The letter R in a circle on each package will indicate that the brand is duly registered. The term brand is broadly applied to all identifying marks such as trade names, trade marks, trade symbols, picture, and design of the package, distinctive
SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[15]

Consumer Preference & Brand Loyalty

coloring or lettering with or without some attractive slogan. The owner of registered brand personally stands maintaining the quality and standards of the product as per advertisements. Importance of Branding: The marketer can build a bright image of his organization around the brand. It enables national advertisement of a specific product and it is resold through advertising. The customer in the retail shop can easily recognize branded product. Brand enables the firm assured control over the market. Repeat sales are stimulated and product substitution is not creates an exclusive market for the product.

possible.

It

Branding by differentiating a product from its rivals enables the brand owner to establish his own price, which cannot be easily compared of competing goods. Branding rigidity. with prices also reduces price flexibility and price item to

If a firm has one or more lines of branded goods, it can add a new its list easily and new item can enjoy all the advantages of immediately.

branding

Reasons for Branding: The days have gone when the demand was greater than the supply, branding was not necessary. Earlier, people wanted a product and because not enough of it was available. If they buy it now where the supply is more than the demand, companies not only need to create customers but also keep them, and to keep customer, one needs to create customer loyalty.
SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[16]

Consumer Preference & Brand Loyalty

To create a customer loyalty, one needs to project a personality of a brand to which customer will be loyal. This personality is what is called Brand. Branding is the most powerful instrument of sales promotion due to the following:

Ever increasing competition Importance of packaging as a distinct marketing function, branding and Need for advertising and publicity. Branding alone enables advertising. Development of consumer brand. Consciousness a brand image in his mind, not only branding gives separate

packaging go hand in hand.

identity and easy recognition to the product but also creates special consumer preference and the consumer enters the shop to demand and insist upon specific brand of the product. The dealer is merely a distributing agency of the branded product. Branding constitutes the basis for successful activity of demand creation. Types of Brand: Individual Brand name: Each product has special and unique brand name. Family Brand name: family name is limited to one line of a product i.e. products which complete the sales cycle. E.g.: Mohans for break fast foods, Amul for milk products, Dipy for fruit squashes and syrups, Erasmic for toiletries, ACME or Ponds for cosmetics etc., family brand name can help combined advertising and sales promotion. Umbrella Brand: we may have for all products the name of the company or the manufacturer. All products such as soaps, chemicals, textiles, and engineering
SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[17]

Consumer Preference & Brand Loyalty

goods etc., manufacturers by the Tata concerns will have the Tata as one umbrella brand. Such a device will also obtain low promotion cost and minimize marketing efforts. Combination device: Tata house is using a combination device. Each product has an individual name but it also has an umbrella brand to indicate the business house producing the project. E.g.: Tatas Tej. Under this method, side by side with product image, we have the image of the organization also. Private or middlemans brand: Manufacturers or distributors such as wholesalers, large retailers, can do branding; in India this practice is popular in the wooden, hosiery, sport goods and such other intestine. Consumer in India has the following benefits of branding: Right kind of brand advertising and personal selling provide products. replacement owner Rapid sales turnover assures fresher product due to frequent Branded goods have uniform and standardized quality, as the quality.

sample

information to the consumer about the branded of stock with the retailer.

of the registered brand is personally responsible to maintain the There is considerable saving in time in the selection of goods and also in

making up of orders. The term brand personality is a metaphor for the emotional relationship that exits between a consumer and a brand. A brand personality is a shorthand way of describing the nature and the quality of the consumers response to a brand.
SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[18]

Consumer Preference & Brand Loyalty

The marketing role of brand personality then is to create and strengthen a relationship or the feeling that a consumer nurtures towards a brand. According to David Aaken loyally stretches all the way from the switch as the deal-prone buyers, whose loyalty is at best, fickle, to the top of the pyramid, where consumers regard their brands as Icons. It seems unlikely that brand personality can influence deal-prone switchers. For the next level those who are satisfied the role of Brand personality is to reinforce the feeling good about the brand so as to rein-force its habitual purchase. I all probability this consumer has a short list or an evoked set of three or four parity brands and varies her purchases among them. Understanding the brand loyalty, though not an easy task is very important for the marketers because it can be used as a basis for market segmentation. The market can be segmented based on consumers loyalty as follows:a. The Hard core loyal:These are the consumers who buy the same brand all the time. The consumer is a committed person with introduced loyalty. These types of consumers always speak in favour of the brand and they consider their brand as ICONS. b. Soft core loyal:These are the consumers who are loyal to two or three brands. Their brand loyalty will be divided between two products. These consumers are very useful for the company, as they may become core loyal in future. c. Shifting loyal:These are the consumers who favour a particular brand for some time and then shifts to another brand. This attitude is seen in case of computer hardware and software, consumer durables, retail stores etc.

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[19]

Consumer Preference & Brand Loyalty

d.

Switchers:These are the consumers who dont show loyalty any brand. These

consumers usually purchase any brand available in the market or any new brand in order to differentiate from others.

Advertising:Advertising can be defined as mass, paid communication (presentation and promotion) of goods, services or ideas by an identified sponsor. It is a paid communication because the advertiser has to pay for the space or time in which his advertisements appear. Advertising appears in the recognized media such as newspaper, magazines, radio, television, cinema, outdoor hoardings and posters, direct mail and transit (car cards).

Advertising is a major promotional tool; 1.


2.

It offers planned and controlled message. It can contact and influence numerous people simultaneously, at a low cost per product, hence it is a mass means of quickly and communication.

3.

It has the ability to deliver messages to audience with particular demoGraphics and socio-economic features. It can reach prospects that cannot be approached by salesman executives. It helps to pre sell the goods and pulls the buyers to retailers. It can deliver the same message consistently in a variety of visual. contexts. It offers a wide choice of channels for transmission of messages such as E.g. Top

4.

5. 6.
7.

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[20]

Consumer Preference & Brand Loyalty

Chapter 2
DESIGN OF THE STUDY
INTRODUCTION: The research design is the conceptual structure within which research is conducted. It constitutes the blue print for collection, measurement and analysis of data. A research design is a basic plan, which guide the data collection and analysis the phases of the project. It is a frame work, which specifies the type of information to collect the sources of data and data collection procedure. A research design is defined as The arrangement of conditions for collection and analysis of data in the manner that aims to combine relevance to the research purpose with economy in procedure. 2.1 TITLE OF THE STUDY: Consumer Preference and Brand loyalty towards APOORVA HOME APPLIANCES. 2.2 NEED OF THE STUDY: Research is often a team work and endeavor than an individual delivery. One of the most difficult phases of research design is the choice of a suitable problem. This study is conducted to know the awareness of customers about tapoorva, sales promotion activities of the company and to obtain suggestions for improvement of this product sales.
SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[21]

Consumer Preference & Brand Loyalty

. 2.3 OBJECTIVES OF THE STUDY:


1. 2.

To know the consumers opinion towards apoorva. To find out the potential customers reaction to the product To ascertain the awareness of customers towards apoorva. To find out the satisfaction level of the customer who uses customers. apoorva To ascertain promotional tools influencing purchase decisions of promotion

strategies.
3. 4. 5.

2.4 SCOPE OF THE STUDY: The study gives information on the expectation about kitchen appliances. The study exclusively covers the people in and around Bangalore.

2.5 HYPOTHESIS: In the modern world of competition, companies use various strategies to succeed in the market and to survive for a longer period in the market. Each and every companys aim is to increase its market share year by year. They manufacture different products to target various segments of the market. Apoorva limited is one of the leading kitchen appliances in the country. Since the objective of every business is to make profit, apoorva has always been in an innovative process to satisfy the needs of the customers. But due to the increase
SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[22]

Consumer Preference & Brand Loyalty

of competition in the market and new entry of new player in it has made the study necessary. The study has been undertaken to know the competitive brands, consumer perception towards apoorva products and promotional strategies which helps apoorva to take some prominent decision regarding its products. 2.6 OPERATIONAL DEFINITIONS OF CONCEPTS

1.

Market: A market is a center about which is an area in which the leading to exchange of title to a particular product operate which the actual goods tent to travel.

forces

and towards

2.

Marketing: Marketing is a total system of business activities plan, price, promote and distribute want satisfying services to present and potentialcustomers.

designed and

to

goods

3.

Marketing mix: Marketing mix is the term used to describe the combination of four inputs which constitutes the core of acompanys marketing system the product the price structure, the promotional activities and the distribution system.

4.

Products: A product is anything that can be offered to a

market for the

attention, acquisition, use or consumption that might satisfy a want or need.


5.

Product policies: Product policies are the general rules set up by management itself in making product decisions.

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[23]

Consumer Preference & Brand Loyalty

6.

Product mix: A product mix is a set of all product lines and items particular seller offers for ale to buyers.

7.

Brand: A brand is name, term, symbol or design to identify the

goods

or services and differentiate them from their competitors.


8.

Packaging: It means wrapping of goods before they are transported or sorted or delivered to a customer.

9.

Label: Label is the part of the product, which carries verbal

information

about the product and seller. 10. Price: money. 11. Promotion: promotion refers to the activities to push forward or advance an idea, in such a way as to gain its approval and 12. to Price is an exchange value of goods or services in terms of

acceptance.

Advertising: Advertising is a mass communication of information intended to persuade buyers to maximize profits.

13.

Sales promotion : Sales promotion is those marketing activities than personal selling, advertising and publicity that stimulate purchasing and dealer effectiveness such as display ordinary routine. demonstrations and various non-recurrent selling efforts not

other

consumer in the

shows, exhibitions,

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[24]

Consumer Preference & Brand Loyalty

14.

Channel of distribution: Channel of distribution means the routine path through which the title to the goods will pass the consumers. producers to

or the

2.7 RESEARCH METHODOLOGY Research is a systematic & logical study of an issue or a problem to arrive at acute results. Research includes the job of collecting, recording, & analyzing relevant data to arrive at decisions. The present study is systematic, objectives & exhaustive search for studies of the facts relevant to a problem in the field of marketing. The search for the facts may be through either. Unscientific method Scientific method

Unscientific method: This method consists of imaginative blind beliefs or impression rather than the facts. Scientific method: It is a systematic approach to seek facts. It is objective, peruses, & arrives at conclusion based on certain evidences. Hence, the results for the facts should be made by scientific method to arrive at accurate results. The present study is selected to analyze consumers preference towards APOORVA kitchen appliances.

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[25]

Consumer Preference & Brand Loyalty

2.8 Sources of Data This section explains how the data is collected i.e. either from primary and secondary. It explains what method is used to collect the data which instrument is used for collection and what is the sample plan. 1. Primary data: Based on the objectives of the study, research approach, questionnaire development and sampling has been designed. Questionnaire development: A questionnaire is used to collect data. It is developed after a through discussion with the organization and in keeping view of the research.

Sampling plan: Since the research is for sales production techniques, the customers and retailers were contacted while gathering the information.

Sample size: It is limited to 50 consumers. Sampling procedure:


SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[26]

Consumer Preference & Brand Loyalty

The study required probability method since the sample was chosen at random. Hence, the study was dealt with simple random tool.

2. Secondary data: Secondary data are collected from numerous sources, every year the quantity of source material expands at a tremendous rate. A tedious and time consuming library research gives the desired information. The secondary data is collected from: Sales records General library research sources Newspapers, magazines.

2.9 CHAPTER SCHEME Chapter 1:


SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[27]

Consumer Preference & Brand Loyalty

INTRODUCTION The first chapter is the introduction to the study. It provides basic information about the study and the theoretical background of the study. Chapter 2: RESEARCH DESING The second chapter is about the design of the study. It gives an outline about the project such as the statement of the problem, needs, its objectives, scope, sampling techniques, sampling design and tools for collecting data, limitations and overview of the project.

Chapter 3: COMPANY PROFILE The third chapter is the profile of the Company & its Functional departments. It gives a detailed description about the origin of the APOORVA in India. The chapter outlines the growth, developments and present status, future prospects and plans of the company.

Chapter 4: DATA ANALYSIS AND INTERPRETATION


SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[28]

Consumer Preference & Brand Loyalty

The fourth chapter is the data analysis and interpretation. It gives description about the tabulation, interpretation, and analysis of the primary data collected by the use of the questionnaire for the survey. Chapter 5: SUMMARY OF FINDINGS AND CONCLUSION The fifth chapter is the summary of Findings and conclusions it gives a brief summary of finding and conclusions about the project undertaken. Chapter 6: RECOMMENDATIONS AND SUGGESTIONS The sixth chapter is the recommendations and suggestions. It gives a brief recommendations and suggestions about the project undertaken. Chapter 7: APPENDICES AND ANNEXURE This section contains the questionnaire, which was used to collect the data from the respondents

Chapter 8: BIBLIOGRAPHY The bibliography from where information was gathered.

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[29]

Consumer Preference & Brand Loyalty

Chapter 3
COMPANY PROFILE
Apoorva home appliance is the Karnatakas growing manufacturer and marketer of kitchen ware offering the comprehensive range of kitchen ware in Karnataka. It is one of the best manufacturers of home appliances in Karnataka. Gajalakshmi agencies a sole trading concern that reflects quality was started in the year 1984 by Mr. Gajaraj with a sound knowledge in home appliances distribution market. He served nearly 20 25 years as a super stockiest for Kanchan home appliances. He was a person who always aimed of achieving something great. The enterprenual skills possessed by him motivated him to start a new industry and by his immense hard work Apoorva has grown into such a huge company. Setting up a manufacturing unit in Bangalore and other places, it is popular through 125-150 outlets throughout the state servicing network. Apoorva has been a leading light and always carried the flag pole in terms of both manufacturing of marketing innovations. Apoorva has always been striven to give consumer values through every possible means. Apoorva, a market innovator presents to its customer ideas that work, ideas that make their life simple. It always aimed at providing hassle free and smooth functioning of work at home with the help of their appliances- gas stoves, utensils, pressure cookers, grinders, mixes, iron box etc.
SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[30]

Consumer Preference & Brand Loyalty

Apoorva over the years has always added a whole variety of kitchen to its home appliance range. Apoorva always belived that customer satisfaction is mantra for success of any organization, for this very purpose Apoorva manufactures a comprehensive range of home appliances, kitchen products. Four state of art manufacturing units at Bangalore By the latest R&D facilities ensure a total compliance to standards of excellence in design and quality. Quality and consistency are the prime motivating factors, Apoorva in-house facilities, tool and die-making facilities with an impetus on quality control, as enabled the company to consistently produce products of high quality, sticking to finest functional norms. The companys manufacturing and R&D facilities has latest design and development tools to keep up its passion at all levels this would constantly give birth to new product ranges. Over the years Apoorva has grown from just manufacturing a handful of kitchen utensils to an organization involved in producing compressive range of domestic appliances, kitchen appliances, and cookware. Across the country, Apoorva products are well known for their quality.

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[31]

Consumer Preference & Brand Loyalty

The company apart from consolidating existing strength, it is all set to unleash in newer product range and markets that it has not ventured. The vision of the company is to make Apoorva the No1 small appliances company through customer centric innovation. With customer benefit being the focus of all product launches, the brand will see its entry into all new categories marked with products that are not only highly differentiated from competitors but also boost unique features that have been designed keeping the customer convince in mind. The vision of being No1 Company in small appliances will also mean entry into electric into the electric appliances which form a sizeable portion of this kitchen appliances market.

Nature of business carried: It is a manufacturing concern, which produces the products of home appliances, which are help full to the all types of consumers. It manufactures the products like pressure cookers, cookwares, gas stoves, mixer grinders, juicers, skimmer, slotted turner, fork, solid spoons, ladle etc, which are up to the customer satisfaction. Vision: Is to make the company as the No.1 small appliance co., in India through customer centric innovation. Mission:
SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[32]

Consumer Preference & Brand Loyalty

Quality consumer products at affordable prices. Quality Policy: To provide products and services this satisfies customer worldwide by meeting their requirements & surpassing their expectations.

OWNERSHIP PATTERN: It is a private limited company and which is having sole ownership rights of the company. It was established by V. GAJARAJ a manufacturing concern in the year 1984 at Bangalore. Major Competitors: HAWKINS PRESTIGE PREMIER KAILASH PIGEON NERLUP etc.

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[33]

Consumer Preference & Brand Loyalty

ORGATIONAL GRAPH :

MANAGING DIRECTOR

MANAGER (EACH DEPERTMENT) DEPUTY MANAGER (EACH DEPERTMENT)

SUPERVISORS

WORKERS/ STAFF

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[34]

Consumer Preference & Brand Loyalty

WORK FLOW MODEL:

CUSTOMER EXPECTATIONS

MARKETING DEPARTMENT

PRODUCT DEVELOPMENT

PROTO TYPE DEVLOPMENT

PRODUCTION DEPARTMENT

STORES DEPARTMENT

MARKET INTERMEDIARIES

CUSTOMERS

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[35]

Consumer Preference & Brand Loyalty

Future Growth and Prospectus:

Understanding the global customer needs & usage of

products & services in process &

and strive to provide the same.

Involving all categories of employees, suppliers & customers

product development. Continuous training to improve performance of all employees in their job & Constant efforts to improve the process & up gradation ofmanufacturing Meeting and if possible surpassing the national &international standards for foster and spirit of innovation. technology. the products, including the European directives.

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[36]

Consumer Preference & Brand Loyalty

SWOT ANALYSIS OF APOORVA

STRENGTHS: Excellent Distribution network Good new brand Well known for its quality Good market share Constant expansion and innovation

WEAKNESSES: Practice of pull marketing strategy Highly priced when compared to local brands Lack of promotional schemes for both consumers and dealers in some regions

of Karnataka

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[37]

Consumer Preference & Brand Loyalty

OPPORTUNITIES: Full range of non stick PCs New models of mixer grinders, cover all price points Leverage the brand nationally Good potential market for the industry Use the best sales force available efficiently

THREATS: Entry of local brands a big threat to the company Existence of spurious product markets Lesser awareness for the new products introduced

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[38]

Consumer Preference & Brand Loyalty

WET GRINDER:

This new trend of wet grinders is for smooth grinding and for fastening the work. Special features of this range are: 3 years motor warranty Good quality of grinding stones Ease in maintenance Ease in handling Dust protection lid to prevent insect flew

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[39]

Consumer Preference & Brand Loyalty

Product range in Wet Grinder: GAJRA

TECHNICAL DATA
MOTOR VOLTAGE WEIGHT CAPACITY SIZE OPERATION

: 180 W, Single Phase, 960 RPM : 180 240 V, AC 50 HZ : 15 Kgs. (approx.) : 2 Liters (soaked rice) : 18.5 L X 11.5 W X 11.5 H : continuous 1 hour

GENEVA

TECHNICAL DATA
MOTOR VOLTAGE WEIGHT CAPACITY SIZE OPERATION

: 180 W, Single Phase, 960 RPM : 180 240 V, AC 50 HZ : 15 Kgs. (approx.) : 2 Liters (soaked rice) : 18.5 L X 11.5 W X 11.5 H : continuous 1 hour

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[40]

Consumer Preference & Brand Loyalty

GLAMOR

TECHNICAL DATA
MOTOR VOLTAGE WEIGHT CAPACITY SIZE OPERATION

: 180 W, Single Phase, 960 RPM : 180 240 V, AC 50 HZ : 16 Kgs. (approx.) : 2 Liters (soaked rice) : 11.5 L X 11.5 W X 24 H : continuous 1 hour

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[41]

Consumer Preference & Brand Loyalty

MIXER GRINDER:

Just when the consumer thought that there can be no new feature in a mixer grinder, Apoorva has introduced new mixer grinders with more new features. These ranges of mixer grinders are very user friendly. After this invention, it has made the user to faster their work. Special features of this range are: Dust protection lid to prevent insect from inside the mixer. Easy grip handles for easy handling. Over load button to easy restart the mixer when it is overloaded. 3 stainless steel jars to meet the entire requirement. 3 multi purpose blades to take care 3 activities like dry grinding, wet grinding and blending needs. Water drains facility for cleaning the mixer without letting the water to enter into motor area.

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[42]

Consumer Preference & Brand Loyalty

Product range in Mixer Grinder: GRANDEUR

TECHNICAL DATA Volts Watts R.P.M. Rating : 230V, AC50HZ : 750 : 18,000 Max : 60 min (5 min ON 2min OFF)

Material of the body: High class ABS plastic

GEO

TECHNICAL DATA Volts Watts R.P.M. Rating : 230V, AC50HZ : 550 : 18,000 Max : 60 min (5 min ON 2min OFF)

Material of the body: High class ABS plastic

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[43]

Consumer Preference & Brand Loyalty

GENIUS

TECHNICAL DATA Volts Watts R.P.M. Rating : 230V, AC50HZ : 550 : 20,000 Max : 30 min (5 min ON 2min OFF)

Material of the body: High class ABS plastic

GLEAM

TECHNICAL DATA Volts Watts R.P.M. Rating : 230V, AC50HZ : 500 : 20,000 Max : 30 min (5 min ON 2min OFF)

Material of the body: High class ABS plastic

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[44]

Consumer Preference & Brand Loyalty

GLITTER

TECHNICAL DATA Volts Watts R.P.M. Rating : 230V, AC50HZ : 500 : 18,000 Max : 30 min (5 min ON 2min OFF)

Material of the body: High class ABS plastic

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[45]

Consumer Preference & Brand Loyalty

GAS STOVES:

This range of gas stoves is made for cooking faster and with convenience. This gas stove is approved, made up of quality steel for longer life and amazing looks; this feature helps the consumer to keep the gas stove clean. Special features of this range are: Tri pin brass burners with high efficiency. Folded edges. Tall legs for cleaning underneath. High quality stainless steel. Unbreakable knobs. Easy maintenance.

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[46]

Consumer Preference & Brand Loyalty

Product range in gas stoves: Single Burner: GEM :

Double Burner:

GLACIER:

GALAXY

GLOBAL:

Triple Burner:

GLAZE PLUS:

GLAZE DEZIRE

Four Burner:
GLORIOUS

PLUS:

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[47]

Consumer Preference & Brand Loyalty

GLORIOUS DEZIRE:

PRESSURE COOKER:

The new age pressure cooker where you can know what is happening inside the cooker by looking on the outside. Special features of this range are: Permalife gasket: It is made up of special rubber elastomer guarantying longer usage. Pressure indicator: Know what is happening inside the cooker by looking at the outside. Heavier body: Thick gauge aluminium value engineered to give you the best performance.
SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[48]

Consumer Preference & Brand Loyalty

Controlled GRS: The no noise, no fuss GRS safely releases the excess pressure in the vent tube is blocked. Sturdy handles: New sturdy handles with contemporary looks.

Product range in pressure cookers:

3.0 liters cooker 5.0 liters cooker 7.5 liters cooker 10.0 liters cooker 12.0 liters cooker Deep pan 6.0 liters cooker

Other features of this range are:


[49]

The best model at the best price

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

Consumer Preference & Brand Loyalty

A thick base to the cooker a safe and long life Different sizes are suited for the families Comes with a safety features like GRS (Gasket Release System) and MSP

(Metallic Safety Plug) and ISI certified.

Pressure Safety:

Pressure Regulator: Ensures that the pressure cooker always cooks at the required pressure. Safety Valve: In case of any blockage of the vent tube of the pressure regulator, this releases the excess pressure away from the bursting. Controlled GRS: This is a backup to the resettable safety device. It releases the excess pressure through the GRS hole for absolute safety and is also resettable. user and avoids

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[50]

Consumer Preference & Brand Loyalty

NON-STICK COOKWARE:

This is Indias only metal spoon friendly non stick cook ware. Features include patented multiple layer coating to ensure superior performance and durability. Special features of this cookware: 3 layers Teflon select coating. Riveted handles for longer usage. CD grooving at the base for even distribution of heat and sparkling looks. Hammertone exterior so that consumer gets the best technology at competitive prices.
SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[51]

Consumer Preference & Brand Loyalty

Teflon non stick coating from Dupont technology. Comfortable handles for handling convenience. Powder coated exterior for long lasting, beautiful exterior.

Product range in Non-Stick Cookware:

Thickness Available
FLAT TAVA:

3.25mm

3 Sizes

APPACHETTI:

3.25mm

1 Sizes

FRY PAN:

3.25mm

2 Sizes

PANIYARAKKAL:

1 Sizes

KADAI:

3.25mm

2 Sizes

FRY PAN (Multi

purpose):

3.25mm

1 Sizes

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[52]

Consumer Preference & Brand Loyalty

IRON BOX:

Apoorva iron box is made for making a wrinkled cloth to a wrinkled free cloth. This is a high speed heater box for faster iron of clothes. Special features of this range are: Light weight Adjustable ball joint swivel cord Cool ouch handle

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[53]

Consumer Preference & Brand Loyalty

100% shock proof Non-stick coated sole plate Easy temperature setting

Product range in IRON BOX

COOL TOUCH:

PALANCHA:

RED

HANDLE:

GINNI:

ASCENT:

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[54]

Consumer Preference & Brand Loyalty

DIO:

FANS: Product range in FANS: Ceiling fan:

CF 121:

CF 122:

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[55]

Consumer Preference & Brand Loyalty

CF 123:

Table fan:

TF131:

TF131:

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[56]

Consumer Preference & Brand Loyalty

Table wall fan:

TWF141:

Pedestal fan:

PF151:

High speed Table fan:

HSTF161:

WATER FILTER: Product range in Water Filter:

18 Liters 24 Liters 34 Liters

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[57]

Consumer Preference & Brand Loyalty

Chapter 4
DATA ANALYSIS & INTERPRETATION
TABLE -1 Table showing4.1 Age group of respondents 26-35 36-45 46 & above Total 18 20 5 50 36% 40% 10% 100%

ANALYSIS: Above table indicates that 14percentage of respondents are aged below 25, 36% of them are aged 26 35, 40 percentage of them are aged 36 45 and other 10% of them are aged above 46

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[58]

Consumer Preference & Brand Loyalty

GRAPH-1 Graph showing4.1 age group of respondents

Interpretation: From this we can say that more no. of respondents are aged from 36 45.

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[59]

Consumer Preference & Brand Loyalty

TABLE -2 Table showing4.2 the monthly income of the respondents Monthly income Less than 5,000 5,000 to 15,000 15,000 & above No income Total ANALYSIS: Above table indicates that 38percentage of respondents earn a monthly income below 15,000, 10percentage of respondents earn more than 15,000 and other 52percentage of respondents has no income as they are house wives. No. of Respondents 12 7 5 26 50 Percentage 24% 14% 10% 52% 100%

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[60]

Consumer Preference & Brand Loyalty

GRAPH-2

Graph showing4.2 the monthly income of respondents

Interpretation:

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[61]

Consumer Preference & Brand Loyalty

From this we can say that 52percentage of respondents has no income as they are house wives.

TABLE -3 Table showing4.3 sexual representation Sex Females Males Total ANALYSIS: Above table indicates that 80percentage of respondents are female and other 10percentage of respondents are male. No. of respondents 40 10 50 Percentage 80% 20% 100%

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[62]

Consumer Preference & Brand Loyalty

GRAPH-3

Graph showing4.3 sexual representation

Interpretation:

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[63]

Consumer Preference & Brand Loyalty

From the above we can say that no. of female respondents is more than that of male respondents.

TABLE -4

Table showing4.4 present usage of kitchen appliances Companies Apoorva Hawkins Premier Prestige Nerlup Pigeon Total No. of respondents 20 7 1 15 5 2 50 Percentage 40% 14% 2% 30% 10% 4% 100%

ANALYSIS: Above table indicates that 40percentage of respondents use Apoorva appliances, 6percentage of respondents use both Nerlup and Apoorva, 4percentage of respondents use both Hawkins and Apoorva, 2percentage of respondents use both Premier and Apoorva and none of them Pigeon appliances.
SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[64]

Consumer Preference & Brand Loyalty

GRAPH-4

Graph showing4.4 present usage of kitchen appliances

Interpretation:

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[65]

Consumer Preference & Brand Loyalty

From the above we can say that 40percentage of respondents use Apoorva appliances

TABLE -5 Table showing 4.5 usages of appliances in Apoorva Appliances Pressure cookers Non stick cookware & Pressure cookers Gas stove & Pressure cookers Mixer Grinder & Pressure cookers Others Total ANALYSIS: Above table indicates that 44percentage of respondents are using pressure cookers only, 32percentage of respondents are using both pressure cookers and non stick cook ware, 12percentage of respondents are using both
SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

No. of respondents 22 16 6 3 3 50

Percentage 44% 32% 12% 6% 6% 100%

[66]

Consumer Preference & Brand Loyalty

pressure cookers and gas stove, 6percentage of respondents are using both pressure cookers and mixer grinder and others 6percentage.

GRAPH-5

Graph showing4.5 usage of appliances in Apoorva

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[67]

Consumer Preference & Brand Loyalty

Interpretation: From this we can say that more no. of respondents is using pressure cookers instead of non stick cook ware and gas stoves.

TABLE -6 Table showing4.6 satisfaction level of consumers about apoorva appliances Opinion Very high High Moderate Low Total Consumers 13 20 17 1 50 Percentage 26% 40% 34% 2% 100%

ANALYSIS: Above table indicates that 40percentage of consumers have high rate of satisfaction by using apoorva appliances, 26percentage of consumers have very high rate of satisfaction by using apoorva appliances and 34percentage of consumers have moderate level rate of satisfaction by using apoorva appliances.

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[68]

Consumer Preference & Brand Loyalty

GRAPH-6

Graph showing4.6 satisfaction level of consumers about Apoorva appliances

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[69]

Consumer Preference & Brand Loyalty

Interpretation: From this we can say that 40percentage of consumers have high rate of satisfaction by using apoorva appliances

TABLE -7 Table showing 4.7 reasons to prefer Apoorva Attributes Quality Brand Brand & Quality Price, Quality & life Quality & Life Life Brand & Life Total ANALYSIS: No. of respondents 14 3 2 3 16 9 3 50 Percentage 28% 6% 4% 6% 32% 18% 6% 100%

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[70]

Consumer Preference & Brand Loyalty

Above table indicates that 28percentage of respondents give importance to quality, 18percentage for life, 32percentage for quality and life and other 22percentage give importance to combination of price, brand, life etc.

GRAPH-7

Graph showing4.7 reasons to prefer APOORVA

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[71]

Consumer Preference & Brand Loyalty

Interpretation: From this we can say that 28percentage of respondents give importance to quality

TABLE -8 Table showing4.8 the quality of Apoorva appliances as compared to others Opinion Better
[72]

Consumers 13

Percentage 26%

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

Consumer Preference & Brand Loyalty

Good Excellent Moderate Total ANALYSIS:

18 17 2 50

36% 34% 4% 100%

Above table indicates that 36percentage of respondents feel good, 34percentage of respondents feel excellent, 26percentage of respondents feel better and other 4percentage feel moderate.

GRAPH-8

Graph showing4.8 quality of Apoorva appliances as compared to others

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[73]

Consumer Preference & Brand Loyalty

Interpretation: From this we can say that 36percentage of respondents feel good

TABLE -9 Table showing 4.9 the no. of respondents changing the brand Opinion Yes No No. of respondents 8 42 Percentage 16% 84%

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[74]

Consumer Preference & Brand Loyalty

Total ANALYSIS:

50

100%

Above table indicates that 84percentage of respondents are not interested in changing the brand and other 16percentage of respondents like to change the brand due to price, quality and life etc.

GRAPH-9

Graph showing4.9 the no. of respondents changing the brand

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[75]

Consumer Preference & Brand Loyalty

Interpretation: From this we can say that more no. of respondents is not interested in changing the brand.

TABLE -10 Table showing4.10 no. of consumers who like to change the design or material of Pressure cooker apart from present one Opinion No. of consumers Percentage

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[76]

Consumer Preference & Brand Loyalty

Yes No Total ANALYSIS:

34 16 50

68% 32% 100%

Above table indicates that 68percentage of consumers like to change the design apart from present one and other 32percentage are not interested in changing the design of pressure cooker.

GRAPH-10

Graph showing4.10 no. of consumers who like to change the design or material of Pressure cooker apart from present one

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[77]

Consumer Preference & Brand Loyalty

Interpretation: From this we can say that 68 percentage . of consumers like to change the design apart from present one

TABLE -11 Table showing4.11 the price of APOORVA appliance comparative to others

Opinion Very high High

Consumers 2 15

Percentage 4% 30%

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[78]

Consumer Preference & Brand Loyalty

Low Reasonable Total ANALYSIS:

1 32 50

2% 64% 100%

Above table indicates that 64percentage

of consumers feel

price of Apoorva is reasonable compared to others, 30percentage of consumers feel price of Apoorva appliances is high compared to others, 4percentage feel it is very high and other 2percentage feel it is low.

GRAPH-11

Graph showing4.11 the price of Apoorva appliance comparative to others

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[79]

Consumer Preference & Brand Loyalty

Interpretation: From this we can say that more no. of respondents feel that price of Pressure appliances is reasonable.

TABLE -12 Table showing4.12 to which income group this Apoorva limited targets

Opinion High Income group

No. of respondents 6

Percentage 12%

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[80]

Consumer Preference & Brand Loyalty

Middle income group Low income group Total ANALYSIS:

42 2 50

84% 4% 100%

It has been observed from the table that total market of apoorva appliances 84percentage is targeted to middle income group of people, 12percentage to the high income group and 4percentage to the low income group.

GRAPH-12

Graph showing4.12 to which income group this Apoorva limited targets

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[81]

Consumer Preference & Brand Loyalty

Interpretation: From this we can say that 84percentage is targeted to middle income group of people

TABLE -13 Table showing4.13 initiation to buy APOORVA appliances

Sources Friends

No. of consumers 16

Percentage 32%

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[82]

Consumer Preference & Brand Loyalty

Relatives Neighbors Others Total ANALYSIS:

20 10 4 50

40% 20% 8% 100%

Above table indicates that 32percentage of consumers are influenced by friends, 40percentage of consumers are by relatives, and 20percentage of consumers are influenced by neighbors and others by 8percentage.

GRAPH-13

Graph showing4.13 initiation to buy Apoorva appliances

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[83]

Consumer Preference & Brand Loyalty

Interpretation: From this we can say that 32percentage of consumers are influenced by friends

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[84]

Consumer Preference & Brand Loyalty

TABLE -14

Table showing4.14 awareness of ads of Apoorva appliances

Opinion YES NO Total

No. of Respondents 32 18 50

Percentage 64% 36% 100%

ANALYSIS: Above table indicates that 64percentage of respondents are aware of ads and other 36percentage of respondents are not aware of ads.

GRAPH-14
SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[85]

Consumer Preference & Brand Loyalty

Graph showing4.14 awareness of ads of Apoorva appliances

Interpretation: From this we can say that 64percentage of respondents are aware of ads

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[86]

Consumer Preference & Brand Loyalty

TABLE -15

Table showing4.15 which is effective for advertising Media Television Newspaper Wall paintaing Personnel selling Hoardings others Total No. of respondents 20 16 4 2 8 0 50 Percentage 40% 32% 8% 4% 16% 0% 100%

ANALYSIS: From the above table it is clear that 40percentage of retailers prefer television, 32percentage of retailers prefer Newspaper, 8percentage of retailers prefer Wall paintaing, 16percentage of retailers prefer Hoardings and others prefer personnel selling.

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[87]

Consumer Preference & Brand Loyalty

GRAPH-15

Graph showing4.15 Which is effective for advertising?

Interpretation: From this we can say that 40percentage of retailers prefer television

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[88]

Consumer Preference & Brand Loyalty

Chapter 5
FINDINGS, SUGGESTIONS & CONCLUSION
Findings:
1.

In the survey we can find that most of the customers are diverted towards branded products. Some consumers are shifting loyalty from favoring one brand to another. The consumers are trying to buy some thing different. to It is found that number of consumers has shifted from one brand another because of price fluctuation. It is found that the most of respondents are aged from 3645. It is found that some consumers are using Apoorva from above and are not interested to change. It is found that quality and life of cookers play an important role than price. 20yrs rather

2.

3.

4.
5.

6.

7.

It is found that companys that companys advertisement plays an important role in influencing consumers to buy the products. Majority of consumers are satisfied with the brand they are using brands, which give them better satisfaction. at

8.

present. This may give rise to higher probability of switching to the other
9.

In the survey, it is found that most of the consumers feel that price highly priced.

of

Apoorva appliances is reasonable but when compared to local brands it is

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[89]

Consumer Preference & Brand Loyalty

Suggestions:
1.

The company should produce goods in accordance with changes in and references of consumers. The company should reduce the consumers who switch from their to other brands.

tastes brand

2.

3.

As the quality plays an important role, the company must retain its quality. The price must be low so that classes of people must wish to buy the products. As most of the consumers are not aware of new products introduced by Apoorva appliances, it should take effective promotional strategies to bring awareness in them.

4.

5.

6.

As the local players always grab the market with the less priced products and with more attractive offers, the company must also with more offers and if possible by slashing the products a bit as anintroductory price. prices counter attack this of the newer to the

7.

If all these things does not work the last option for the companys start own retail outlet of Smart kitchens save the which will benefit

company to by pass all these wholesalers, dealers and retailers which will margins which they have to give to these intermediaries.

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[90]

Consumer Preference & Brand Loyalty

CONCLUSION As per requirement of academic study, a project on the topic Consumer Preference and Brand Loyalty towards kitchen appliances with reference to Apoorva has been conducted to bring out the awareness from the consumers when compared to other brands in the market. The consumer is not aware of the new products launched by the company. The consumer is also unaware of the offers given. This can be rectified by giving effective ads at regular intervals. The company has high brand image than any other competitors. The consumers are highly satisfied with the overall performance i.e., life, quality etc of the appliances.

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[91]

Consumer Preference & Brand Loyalty

QUESTIONNAIRE

Dear sir\madam, I am NAGESH.N.P, studying in Final year BBM at Sri Gokula College of Arts, Science and Management Studies. As a part of Bangalore university curriculum I am doing survey on Consumer Preference & Brand Loyalty towards apoorva home appliances.
1.

Name and Address 2. 3. 4. 5. 6. Age Sex Occupation Qualification Monthly income Less than 5000 [ ] ] 5000 to 15000 [

Thank you

15000 and above [ 7.

Presently which kitchen appliances are you using? Apoorva Pigeon Kanchan [ [ [ ] ] ] Hawkins Premier Prestige [ [ [ ] ] ]

8.

Are you consumer of apoorva appliances? If yes from how many years or months? Years [ ] Months [ ]

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[92]

Consumer Preference & Brand Loyalty

9.

Which appliances are you using in Apoorva? Pressure cookers [ Gas stove [ Other appliances [ ] ] ] Non-stick cookware [ Mixer grinder [ ] ]

10.

Are you interested in branded products? Yes [ ] No [ ]

11.

Are you satisfied with Apoorva appliances? Yes [ ] No [ ]

12.

Rate of satisfaction? Very high Low [ [ ] ] High Moderate [ [ ] ]

13.

Reasons to prefer Apoorva? Price Quality Others [ [ [ ] ] ] Brand Life [ [ ] ]

14.

What do you suggest about Quality of Apoorva appliances compared to others? Better Excellent [ [ ] ] Good Moderate [ [ ] ]

15.
[93]

Do you change brand?

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

Consumer Preference & Brand Loyalty

Yes 16. Price Life 17.

[ [ [

] ] ]

No Quality

[ [

] ]

Reasons for changing brand?

Do you like to change the design or material of the pressure cooker Yes [ ] No [ ]

apart

from present one?

18.

What do you suggest about the price of apoorva appliances compared to Very high Low [ [ ] ] High Reasonable [ [ ] ]

others?

19.

To which income group does apoorva targets? High income group Low income group [ [ ] Middle income group ] [ ]

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[94]

Consumer Preference & Brand Loyalty

BIBLIOGRAPHY .
NAME OF THE BOOK AUTHOR EDITION PUBLISHER

Consumer behaviour Business research Method Marketing Management WEB SITE

Sujanair.R Appanaiah reddy

2007 2007

Himalaya Himalaya Himalaya

Appanaiah 2006 reddy www.apoorva.biz www.smartkitchen.com

SRI GOKUL COLLEGE ARTS, SCIENCE AND MANAGAMENT STUDIES.

[95]

You might also like