VINOD KUMAR

KESHERWANI
PGDM (2008-10)
Roll no. 10031
Summer internship
report on
“Consumer behavior towards home
appliances and the impact of Chinese
Products on it”
Divine electrical & home
appliances
 Company profile


 About the company-Divine International is well known

company of India in manufacturing of handicrafts, lances,
telescope, watches & etc
 established in year 2001 and doing well since its
establishment
 Divine electrical & home appliances established in 2008 &
first product they have launched in market that was CFL


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



 Goal of the company-Company is working for the customer

satisfaction & tries with full effort to manufacturing those CFLs which
are able to fulfill the customer’s needs, wants

About product
 Compact fluorescent lamp (CFL)_


 Fluorescent lamps convert more of the input power to visible light than
bulb lamps. A typical 100 watt tungsten filament bulb lamp may convert
only 2% of its power input to visible white light, whereas typical
fluorescent lamps convert about 22% of the power input to visible white
light


 higher luminosity


 Lower heat-- About two-

 thirds to three-
quarters less
 heat
Product range
S.n Item no. Size Watts Life Rates
(MM) Hrs.

1. PLC12MM 145 11 6000 55

2. PLC12MM 95 13 6000 65

3. PLC12MM 115 18 6000 80

4. PLC17MM 385 36 6000 220

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

6. 2U-PIE-12MM 75 8 6000 68
7. 2U-PIE-12MM 95 11 6000 65

8. 2U-PIE-12MM 115 15 6000 65

9. 3U-PIE-9MM 60 8 6000 60

10. 3U-PIE-9MM 65 11 6000 65

11. 3U-PIE-12MM 95 20 6000 95

12. 3U-PIE-12MM 105 23 6000 105

13. SPH-9MM 1.5T 5 6000 65

14. SPH-12MM 2.5T 15 6000 65

15. SPH-12MM 3.5T 25 6000 110

Objectives
 


 Selling the product



 Define customer value, satisfaction, and retention.

 


 Exploring the link between company and Customer orientation



 Defining role and importance of consumer behavior for a

marketer
 


 Identify the major factors that influence a consumer’s

purchase decision and behavior
 


 A simplified model of the consumer decision-making

framework
 


 Define consumer behavior.

 
 


Research methodology
 Descriptive research


 Secondary data research:

  
 A comprehensive secondary research was carried
out to find out the various factors that affect the
buying decisions of the consumers. The main
objective of this study was to analyze how much
significant effect of Chinese Product has on Indian
Home Appliances Industry
 on the buying decisions of the consumers. It
consisted of:
 Searching secondary data sources, which included
books, Internet, library, etc.



CONSUMER BUYING BEHAVIOR

 Process by which individuals search for, 

select, purchase, use, and dispose of 
goods and services, in satisfaction of their 
needs and wants
Consumer decision making
process generally involves five
stages
Need
NeedRecognition
Recognition

Information
InformationSearch
Search
Cultural,
Cultural,Social,
Social,
Individual
Individualand
and
Psychological Evaluation
Evaluation
Psychological of
Factors
Factors ofAlternatives
Alternatives
affect
affect
all
allsteps
steps
Purchase
Purchase

Post
Postpurchase
purchase
Behavior
Behavior
CONSUMER BUYING
BEHAVIOUR TOWARDS HOME
APPLIANCES IN INDIA
 This report is an attempt to reflect the changes
in the consumer buying behavior in the Indian
Market especially in home appliances buying .
 Indian consumer durables market used to be
dominated by a few domestic players like
Godrej , Kelvinator, and Voltas. But post-
liberalization many foreign companies have
entered into India, dethroning the Indian
players and dominating the market. The major
categories in the market are CTVs,
refrigerators, air-conditioners and washing
machines.  
 The rural market is growing faster than the
urban markets, although the penetration level
in rural area is much lower.
THE KEY PLAYERS
Impact of Chinese product in
India
 In last couple of years, the Chinese electronic
market has witnessed some dramatic increase
in demand and sales chart of electronic items
 The electronic items made in China products are
exported in huge amount all over the world,
especially in countries like United States of
America, different European countries and all
other parts of Asia
 The major highlight of Chinese electronic
industry is low cost product
 These few factors certainly indicate a booming
future for the consumer electronics industry in
China
Findings
 A shopkeeper keeps all types of products which are more profitable for them in
their store.
  
 in this 2 months I found that sale of CFL is not seasonal it is being sold durations
of whole year.
 
 

 Among all the medium of communications ,video

 Media is the best medium for the company’s product advertisement.
  
 In CFL brand name has impact on sale.
  
  
 Phillips is no 1 selling CFL in cfl category.
 And surya is the second in this industry


 Shopkeeper is attracted by discount given by company. 


 Customers are attracted by discount offer And warranty period given to them ,
especially in CFLs . 
 Chinese products are booming in India because of their cost effectiveness

Problems and limitations
 When I interviewed shopkeepers ,
sometimes they use to give answers under
the influence of their past sales record.
 Sometimes the problem which I face is
language problem for which I have to make
them understand
 Non-cooperative approach and rude
behavior of the respondents sometimes.
 The extreme heat in the month of May and
June also proved to be an obstacle in doing
the survey

Conclusions


 Indians are "the most optimistic lot globally who think that their
country will be out of the economic recession in the next
twelve months."

 In fact, it is widely believed that the Indian market will fuel the
growth of multinational companies in the coming years. While
most leading companies are cutting costs in the US and
Europe, they see India as a strategic market, which can fuel
their growth like China made their different position in India .

 The rural market is growing faster than the urban India now.
The urban market is a replacement and up gradation market
now.
 


 Consumer goods companies are themselves coming out with

attractive financing schemes to consumers through their
extensive dealer network

