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TRANSCRIPT
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A
Project Report on,QUALITY ASSURANCE
of,
ONIDA Ltd.
Submitted in partial fulfillment of the requirements ofdegree of Bachelors of Business Administration
(2010-2013)
Submitted to: Submitted by:
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A Table of content Page
no.
Teachers
sign
1. Executive summary
2. Objectives and usefulness of the
study.
Mission ,vision ,
quality policy ,quality assurance.
3. Chapter 1.
INTRODUCTION
a. Introduction
b. Industry profilec. Company profiled. Review of literature
14-39
14
17
23
32
4. Chapter 2.
RESEARCH
METHODOLOGY
a. Research methodologyb. Limitations of the study
40-44
40
42
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5. Chapter 3.
DATA ANALYSIS AND
INTERPRETATION
a. Data analysis andinterpretation andevaluation.
45-64
6. Chapter 4.
CONCLUSION
a. Conclusion
b. SWOT analysis
66-70
66
68
7. Chapter 5.
FINDINGS AND
RECOMMENDATIONS
a. Findingsb. Recommendations
70-79
71
76
8. ANNEXTURE
Bibliography
Questionnaire
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EXECUTIVE SUMMARY
In todays scenario, Quality is acknowledged as one of the most potent sources in
contributing directly and significantly in the growth of any organization.
This project attempts to explore the most effective QUALITY for smooth sailing of an
organization.
It was a research conducted to get the feedback of the customers from different
departments about the quality assurance system followed in the organization.
The main research objective was to understand the relevance of wide variety of methods
and techniques that can be explored towards performance of the organizational goals. In
todays competitive world every organization is geared towards maximum return with
minimum investment. Quality plays a vital role towards planning & controlling cost
effective manpower support.
Channelizing human energies in a predetermined desirable direction are not possible
unless harmonious relations are maintained among team members involved in business
development. Concept of customers retention was also understood through the project
study. The ways adopted by companies to manage grievances and stress and thereby
motivating the employees and improving quality were studied through the project.
This project covers the QUALITY ASSURANCE by defining its meaning. What are the
objectives of performance appraisal, Process which is followed during the appraisal
method. Certain steps are involved in performing the performance appraisal technique
like establishing performance standards, communicating those standards, measuring theperformance then comparing the performance with the pre defined standards, discussing
results and then taking corrective measures. This chapter also includes challenges faced
in the process and the purpose of performance appraisal.
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The next chapter is Research and Methodology . Research is an organized inquiry
designed and carried out to provide information to solve the problem. The fact, search is
an art of scientific investigation of a certain problem. Research is the process of
systematically obtaining accurate answers to significant and pertinent questions by the
use of the scientific methods gathering and interpreting information. It also includes the
method of collection of data which are primary method and secondary method. Sample
design and data collection are also mentioned.
The next chapter is of Analysis and finding where it is shown the responses of different
people when asked about performance appraisal. An questionnaire was formed to know
about the actual thinking of employees about performance appraisal method.
A questionnaire is a research instrument consisting of a series ofquestions and other
prompts for the purpose of gathering information from respondents. Although they are
often designed forstatistical analysis of the responses, this is not always the case. And
on the basis of the questionnaire a table and pie charts were drawn for each question to
understand and interpret the responses more effectively.
Conclusion and recommendations are essential for a report. Conclusion summarize your
report .The conclusion from this report for me is that an individual got to experience the
real corporate world and understand it and these experiences may help them in their
future in a drastic way. Recommendations are also very helpful for an individual or an
organization. Suggestions or recommendations are good in a way as it helps in further
improvement .Certain recommendations are also mentioned in this report as it is
incomplete without it
Every project or report has some limitations or in the process of making the report
certain obstacles are always involved In this report problems regarding the distribution
of questionnaire and getting it filled was a bit difficult to accomplish. Those problems
that occurred during the completion of the report are also mentioned.
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OBJECTIVESAND
USEFULNESS
OF THE STUDY
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objectives of the Study
This study was undertaken to study the market penetration for
ONIDAs products quality .
To fulfill this objective, it is imperative to:
Find out how much consumers are aware of ONIDA and its
appliances.
Find out the market opportunity for ONIDA in the new openings in
Delhi region.
Find out the important factors which a Distributor and dealer
considers asimportant to sell a product through his shop and a
consumer considers in preferring a brand.
Usefulness of the study
The project will help the organization to find out the opportunity for
ONIDA in Delhi Region. The project will help the organization to know
Distributors Dealers and consumers perception about Onidas quality and
its competitors product quality. The study will help the organization to find
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out close competitors for ONIDA. It will help to decide suitable
promotional schemes for its products and their quality in various categories
such as in electronic items.
Vision
To build a brand around substance. To communicate simple truths that customers
understand. To become a leader in our chosen field and become a globally recognized,
prestigious company through synergistic businesses investment, differentiation through
innovation, passion through empowerment, cost through economies of scale and world
class systems and procedures that bring in a sense of delight to our stakeholders.
Mission
To benefit society at large through Innovation, Quality, Productivity, Human
Development and Growth, and to generate sustained surpluses, always striving for
excellence, within the framework of law and in nothing but the truth in which we base
our every action.
Quality Policy
The company is committed to quality and strives for a continuous improvement
through innovation and human development to give the customer better value for money
always.
All quality norms followed are constantly upgraded taking into account changing
customer needs.
The TQM movement being practiced has enabled process innovations. Due
emphasis is given to prevention driven activities through feedback obtained from all
over. Product reliability tests are performed with total compliance to international
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quality assurance standards. All the above processes have lowered the quality problems
and helped improve customer satisfaction.
Quality Assurance
Superior quality is the cornerstone of every Onida product. Our rigorous practices and
procedures aim at maintaining the highest quality standards at all times. We believe that
a satisfied customer is one who takes pride in ownership of our products and always
recommends Onida.
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Chapter-1
INTRODUCTION
INTRODUCTION
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The primary purpose of this study is to provide comprehensive market intelligence
on a for Household Appliances. This report attempts to provide a comprehensive
review of the market situation and analyzes trend on Delhi region . A combination of
primary and secondary research has been used for all findings. The usage of
obtained information is based on the perceived reliability of the source. In many
cases, a combination of such sources was used. In todays intensely competitive
environment, companies today are constantly looking for ways to satisfy customers
by having a better understanding of changing customer preferences. The over
changing market characteristics have huge impact on corporate decisions. The global
environment also poses several complexities to the sellers in understanding the
market. Within the current marketing environment, competition between products
and services is becoming increasingly tough. This report discuss about ONIDA
home appliances and also other brand home appliances which are closely related to
ONIDA. The main base o four study is to know the competition faced by the
ONIDA and the market availability for the brand appliances in the region where
Study was conducted for this purpose the quality assurance towards ONIDA is
studied in depth. The study of quality helps firms and organizations improve their
marketing strategies by understanding issues such as how the psychology of how
consumers think, feel, reason, and select between different alternatives (e.g., brands,
products);The the psychology of how the consumer is influenced by his or her
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environment (e.g., culture, family, signs, media);The behavior of consumers while
shopping or making other marketing decisions; Limitations in consumer knowledge
or information processing abilities influence decisions and marketing outcome; How
consumer motivation and decision strategies differ between products that differ in
their level of importance or interest that they entail for the consumer; and How
marketers can adapt and improve their marketing campaigns and marketing
strategies to more effectively satisfy the consumer.
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INDUSTRY PROFILE
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INDUSTRY PROFILE
Home Appliances in India
Home Appliances are that without which a modern home is considered
incomplete, especially in urban areas. We have become so used to some
of the home appliances that it seems difficult to live without them.
Indeed, they have made our life more comfortable and easier than ever.
In metro cities and big towns, such household appliances are regarded as
a boon, as they are instrumental in cutting down the time involved in
most of the domestic chores. This is really a great help since people often
find it difficult to keep a balance between professional obligation and
household needs.
Products such as microwave ovens, juicer- mixer- grinder, fully automatic
washing machines, frost- free refrigerators are the most popular category
of home appliances. This is because they have made the work of
housewives less tiresome and more enjoying. Most of the domestic
appliances are useful in various kitchen related jobs and hence are
termed as kitchen appliances. Gas stoves, toasters, microwave ovens,
mixer & grinders, juicers & blenders, roti makers, refrigerators, water
purifiers are some of the most common kitchen appliances in India.
Besides, there is a category of electronic products that have become an
integral part of modern houses. These are air conditioners, fans, room
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coolers, room heaters, geysers, electrical irons etc.
Home Appliance Companies in India
There are many Home Appliance companies in India like ONIDA, Voltas, Godrej, Bluestar,
Kenstar etc. Apart from them there are various international companies also that deal in
domestic appliances. Some of these home appliances manufacturers are Samsung, LG, IFB,
Whirlpool, Kenmore etc. With the arrival of international brands in Indian market, the
competition among rival companies have become stiff, which results in further improvement
in qualities and depreciation in prices of most of the home appliances in India. Since, a
majority of products are electrically operated, the focus is on such household appliances that
are efficient in power consumption.
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Home Appliance Stores
Most of the leading home appliances manufacturers and companies have set up their
exclusive retail outlets in important towns and cities of the country. Besides, there are
local home appliances suppliers, manufacturers, wholesalers and retailers spread
throughout India. Apart from that Home Appliances stores and shops are located in
every locality, which let you compare products of different companies before buying
and also let you buy all kinds of home appliance products at one place. Some
manufacturers also offer after sale service, and if needed, repair the damaged parts of
your electronic products. So here you will find the sites of some of the leading Home
Appliances manufacturers and suppliers.
:
Share of categories in Home Appliances sector in Oct-Dec11
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(Source: www.adex.in, accessed on March 22, 2011)
Television Sets category was way ahead with 47% share of Home Appliances ad
volumes, followed by Air-conditioners and Refrigerators with 13% and 9% shares
respectively
Out of 30 categories, 18 of the categories saw growth in Oct-Dec11
Interestingly, Television Sets (154) advertised the maximum number of brands
followed by Mixers/Grinders (111) and Water Purifiers (104)
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COMPANY
PROFILE
COMPANY PROFILE
The Company was incorporated on 01 January 1981 as Mirc Electronics Private
Limited. The word Private was deleted from the name on 13th September, 1988
pursuant to Section 43-A(1A) of the Act, and a fresh certificate was issued by the
Registrar of Companies, Maharashtra on 18th September, 1992 converting the company
into a Public Limited Company. Mirc Electronics Limited was promoted by Mr. Gulu
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L. Mirchandani, Mr. Vijay J. ansukhani and Mr. Sonu L. Mirchandani. Guviso
Holdings Limited is the holding company of Mirc electronics Limited. The other listed
companies promoted by the promoters are Onida Saka Ltd., Onida Savak Ltd. and
Monica Electronics Ltd. which are engaged in the manufacture of Colour Televisions,
Black & White Televisions, Video Cassette Recorders, Audios, Air Conditioners,
Washing Machines, Electronic Tuners and other electronic products. The Company has
launched two new models with better aesthetics and quality that the `ONIDA' brand
demands. With the introduction of full range of Black &White televisions. The
Company has also recently launched a new colour television, incorporating state-of-the-
art features for superlative performance. The remote control set for this product offers
master command, which have been recently introduced in Japan. The Company has also
introduced Brother fax machines in the Indian market.
The Company is also introducing 'ONIDA ARCADES', which shall be exclusive
'ONIDA' showrooms, situated in the prestigious up market locations. The Company had
launched 6 new models in the middle segment, introducing products like Stereo Radio
Recorders and MIDI systems. The Company was awarded ISO 9001 certification
during the period under review. The improved compliance with the laid down Systems
& Procedures, Total Quality Management discipline, Cost reduction & Value
engineering would go a long way in fine tuning the performance of Company.
ONIDA Today
Onida is a popular electronics brand in India. Onida has a network of 33 branch offices,
208 Customer Relation Centers and 41 depots spread across India. As on 31 March
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2005, Onida had a market capitalization of Rs.301.46 crore. Mirc Electronics won an
Award for Excellence in Electronics in 1999, from the Ministry of Information
Technology, Government of India.Onida with its Sales & Marketing office in Dubai
reported a 215 per cent export growth in two years, setting the base for an increased
robust international presence.The shipments to the Gulf contribute almost 65 per cent of
Onida's export revenue, while shipments to the fast growing East African market
(Uganda, Tanzania, Kenya and Ethiopia) and the SAARC countries accounted for 16
per cent of export revenues.Home Theatres and DVD players have been introduced in
these markets to strengthen the Onida brand presence. These products have customized
models with local language user interfaces in line with its geographies of focus. Onida
models are now available with Arabic, Persian and Russian OSD (menu).Onida products
have been favored by hypermarkets like Lu Lu Centres, Carrefours, Geants and
Dasmans in GCC countries.
In addition to the Gulf countries ONIDA has now a sizeable presence in Russia, Ukraine
and neighboring CIS countries. ONIDA has already crossed 100000 mark in CTV
exports to Russia in a span of just 2 years and plans to grow in these markets at a much
faster pace. Apart from Television Exports to Russia, Onida also exports DVD Players
and High end LCD Televisions.
Product Category
http://en.wikipedia.org/wiki/Crorehttp://en.wikipedia.org/wiki/Crore -
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ONIDA brand has following range of products.
1. LCD TVs
2. LED TVs
3. Plasma TVs
4. DVD and Home Theater Systems
5. Air Conditioners
6. Washing machines
7. Microwave Ovens
8. Presentation Products
9. Inverters
10. Mobile Phones,etc.
http://en.wikipedia.org/wiki/Liquid_crystal_display_televisionhttp://en.wikipedia.org/wiki/Plasma_displayhttp://en.wikipedia.org/wiki/Home_cinemahttp://en.wikipedia.org/wiki/Air_conditioninghttp://en.wikipedia.org/wiki/Washing_machinehttp://en.wikipedia.org/wiki/Microwave_ovenhttp://en.wikipedia.org/wiki/Liquid_crystal_display_televisionhttp://en.wikipedia.org/wiki/Plasma_displayhttp://en.wikipedia.org/wiki/Home_cinemahttp://en.wikipedia.org/wiki/Air_conditioninghttp://en.wikipedia.org/wiki/Washing_machinehttp://en.wikipedia.org/wiki/Microwave_oven -
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Onidas range of LED TV does begin from the 22 model and go up to the 40
variant. All of their LED TVs are designed with Full High Definition capability.
They have designed the LED TVs with the unique ICare Technology so that the TV
viewing is pleasurable.
11.
12.
13.
14.
Onida offers a wide range of LCD TV from 22 to 42 with distinct features. Most
of their LCD TVs are designed with Full High Definition capability to ensure
brilliant picture clarity. Onida has different models of LCD TVs based on user
requirement. Thus they have the PLUS Range, the Diamond series, the M series, and
the colourful range of Vogue LCD TVs.
15.
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16.
17.
18.
19.
Onida has a vast range of Ultra-Slim and flat televisions. The main advantage of
Onida in this category over its competitors is that their Ultra-Slim televisions are
equipped with KY Thunder technology which comes with a woofer base and has the
most powerful sound in the category.
20.
21.
22.
23.
24.
Todays day and age requires people to capture video on their camcorders, digital
camera and mobiles. The Onida Atom, a touch screen high-definition multimedia
player with card reader and USB port. It directly plays movies, music and pictures
through camcorders, camera, USB and mobiles.
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25.
26.
27.
28.
29.
The Onida 2010 range of Air-Conditioners is designed to provide Instant Cooling in
peak summer when it is needed the most. Onida Air-Conditioners have high energy
efficiency and heavy duty cooling due to its advanced design of large multi bend
cooling coils, highly efficient compressors and high air throw. Only Onida Air-
Conditioners have unique and advanced features like I-cool, Actual savings meter,
One touch AC and Fan auto control, Large Display and bio-sleep with 3 stage
control.
30.
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Indias most convenient High front loading fully automatic washing machine: A
front loading washing machine gives the best wash quality but requires bending
while washing clothes. Onida high front loading washing machine has a wider and
taller drum for superior cleaning. Its Indias slimmest high front loading washing
machine.
31.
32.
33.
34.
35.
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Be a multi cuisine chef at the touch of a button: Onida Black Beauty Microwave
comes with Indian Auto cook menu which makes cooking so simple that even a
husband can become a multi-cuisine chef at the touch of a button.
36.
Onida brings customers the range of fully loaded mobiles. Every single Onida
Mobile has much more to offer as compared to any ordinary mobile phone. It has so
many features yet its so easy to use. So now customers can enjoy better, work better
or simply talk better.
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REVIEW OF
LITERATURE
REVIEW OF LITERATURE
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Analyzing quality is perceived as cornerstone of a successful QUALITY ASSURANCE.
Finding Best Quality is the mental and emotional processes and the observable
behaviour of consumers during searching purchasing and post consumption of a product
and service. Similarly it refers quality as the action and decision process of people who
purchase goods and services for personal consumption. Now if these defining criteria
are closely observed, it is evident that analyzing consumers decision making process is
the foundation of entire notion of quality. There are four different views related to
consumer decision making process and behaviour. It is argued that first of them is
economic view that consumers are primarily facing imperfect competition and they are
always expected to make rational decision on the basis of assumptions that they are
aware of all product alternatives, they can rank benefits and limitation of each
alternative and are able to identify one best alternative. Second Passive View is
absolutely opposite to economic view and suggests that consumers are irrational and
impulsive as they are submissive to self-centred interests of marketers and got
influenced by marketing tools. Similarly third, Emotional View is related to perceive
consumers decision making based on their emotional association or feeling about some
products and services. For instance, a person loosing red colour specific pen neither go
for rational decision by evaluating alternatives ( economic view) nor will the person get
influenced by marketers ( passive view). Rather the person will try to purchase any pen
closely resembled with his favourite possession. Fourth and arguably most
acknowledged view is Cognitive View where consumers are considered as thinking
problem solver which are receptive as well as actively searching for the products and
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services that can fulfil their need. Consumers behaviour under this view is based on
information seeking and processing attributes usually directed by a goal. For instance,
buying a tooth paste from shop can have a certain goal of choosing product that can
taste good. Despite of critiques for each viewpoint, it can be considered a valid
argument, that all four types of decision making behaviour exist and provide marketer
guidelines to analyze consumer accordingly.
Consumers decision making process that includes problem identification, information
search (on internet and showrooms), evaluation of alternatives (comparing brands, for
instance on basis of repute and features), purchase (purchasing selected item) and post-
purchase action (satisfaction or dissonance). If the consumer is satisfied with the
products quality he/she would make repeat purchases or if the consumer is dissatisfied
negative reviews or negative word of mouth would spread causing fatal damage to the
Companys image.
The discussion may be concluded on the notion that no matter which view point out of
four discussed above is common; it is an imperative fact that marketers have to realize
existence of all of them to analyze quality effectively.
Conceptual review of literature: The classical learning theory, which has evolved to
Social cognitive theory, Socio- cognitive view of addiction, self-regulation mechanism
explains buying behavior as a response to a stimuli. The factors of stimuli are in the
form of the product, retail environment, emotional responses, and satisfaction of needs,
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pleasure and excitement. These factors are classified into socio-cultural, psychological,
psychiatric and theological domains. The factors can be further divided into external and
internal. The response (buying) is rationalized using the self regulation mechanism
.The potential buyer goes through the process of self observation, judgment, self
reaction and self regulation. The self observation is monitoring ones action to provide
diagnostic information about the impact of behavior and attainment of goals. In the
judgment process the personal standards, social comparisons with associates, reference
group norms and prior behavior or collective Comparisons are done. The self-reaction
process involves when behavior is observed and judged to deviate from personal or
social standards of conduct. Unregulated buying may reflect ineffective self-reactive
control. Previous research shows that forty percent of respondents admit that they are
impulsive in nature, the reason being their self-control mechanisms not working and in
reality more than ninety percent of buyers are impulsive. The impulsive behavior when
repeated continuously becomes compulsive buying and when ina very higher degree is
called addictive buying. In consumer literature compulsive buying is described as
chronic,repitative,excessive purchasing that becomes a primary response to negative life
events, inner deficiencies or negative feeling and hence carries a strong compensatory
components. Compulsive buying can harm not only the individual but his/her family
and society bankruptcy. Substantial research further suggests that people highly oriented
toward the acquisition of wealth and possessions report relatively low levels of well-
being. have reviewed how materialistic tendencies are associated with individuals
identities, use of money, motivation for work, and social behaviour.Substantial research
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further suggests that people highly oriented toward the acquisition of wealth and
possessions report relatively low levels of well-being. Consumers who use credit cards
spend more than those who use other means of payment, psychological, demographic
variables can predict consumers who use consumer credit effectively With easier access
to malls, a sea of products available, and little or no social stigma attached to constant
shopping which formerly had been considered an indication of moral or spiritual decay,
compulsive shoppers encounter temptations daily. Shopping is changing in nature. The
focus is shifting from the purchase of provisions to satisfy the physical needs of oneself
towards the use of consumer goods as a distinctive means of Acquiring and expressing a
sense of self identity. Regulatory emotions Elliott 1994) or gaining social status.
Changes have enhanced the complexity of consumption and created an atmosphere that
has turned out to be more favorable for the risk of compulsive behavior than before. The
belief that consumer goods are an important route towards success, identity and
happiness are core values of consumer society.
The emerging retail segment and life style changes: The literature being
predominantly western but having gone into the process of globalization for the last 15
years the Indian retail environment provides a similar picture. Retail sales in India
amount to $180 billion and account for 10-11 % of GDP.The Indian retail market has
around 12 million outlets and has the largest retail outlet density in the world. Indian
retail has bright prospects, propelled by the fast lifestyle changes taking place in the
Indian household. Over the last decade, Indias middle and high-income population has
grown at a rapid pace of over 10% per annum, even as the large low-income base has
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shrunk. The changing identity of Indian women and the structure of the family is driving
demand for convenience. Customers are demanding better store ambience and are
looking for solution providers and external guarantors of quality and useability.The
Indian consumer is increasingly focusing on value, convenience, variety and a better
shopping experience. The increase in variety, quality, and availability of
products, as well as an increase in spending power has resulted in consumers
increasingly using supermarkets for their personal shopping. Indian lifestyles are
changing, with the emergence of more educated women entering the workforce, and
with more two-income households with higher disposable incomes. The rise of working
women is a growth accelarator.According to the consumer outlook 2002 study by KSA
techno park the overall spending of working woman is about 1.3 times that of an
average housewife. However they spend much more on life style products. The ratio of
men to women spending in single income household to double income household is
1.2:1 whereas the same is 1.05:1 in case of household with Double Income No Kids
(DINK). The study further finds, increased relative spending of youth compared to
elders has gone up over 3 years. Teenagers are getting richer with every passing year. In
fact 90 percent of
youth get pocket money, with the average amount having increased from Rs.284 (2003)
to Rs.375 (2004). Youth is emerging as core for lifestyle products. The study was aimed
at exploring their mindsets, media preferences, attitudes and their behaviour in the
market place. According to the study, much of their pocket money went on grooming,
hanging out, indulgence and on high ticket items as well. Food and beverages account
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for the largest proportion of the teenagers pocket money (with ice-creams and soft
drinks leading the category).Further, personal durable ownership has increased, with
teenagers also influencing purchase of entertainment durables at Home.
The Credit market in India: Credit card market in India is estimated at 14-20 million
according to a recent survey conducted by global management consultant McKinsey.
ICICI Bank asserts an average of Rs. 32,000 as annual spends per card (comparable to
that of more advanced markets like Taiwan and Malaysia).ICICI Bank, which has more
promotions in the pipeline, now claims to add up to 100,000 new customers every
month while Citibank adds 80,000-90,000 and State Bank of India adds 70,000- 75,000
cards per month. The other forms of credit market like automotive loans, housing loans,
personal loans, education loans are all expanding. Consumerism or consumerist
philosophy is buy now and pay later .It is under this scenario the linkages between the
retail segment and the credit market seems important.
Compulsive buying and the Indian consumers: The post globalized economy offers
the consumers with countless brands in the product market.The credit market is equally
poised to co-exist to the increasing demand, as consumers are on a shopping spree. The
economy is growing at an average rate of 6% every year, for the last 12 years. The
employment opportunities are on the rise leading to increasing disposable income.
According to the National Council of Applied Economic Research, the Indian middle
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class has increased on the back of the economic boom, growing by some 10 to 12
percent per year, and estimates its size to reach 300 million people. As an outcome of
consumerism, the money that could have spent on social capital like education, nutrition
is spent on dubious items that give no Social return. There is an endless quest to
purchase newer products and the life is focused on the Imaginary world of the
unattainable. As a consequence of spending to exhibit wealth major life events like
weddings and births are transformed into consumer events. The increasing buying
Frequency is leading families to a path of huge debts traps. The point of concern here,
are defaults accumulating as an outcome of a phenomenon called consumerism? In the
post-modern consumerist economies, the Maslows hierarchy of needs is circumvented
at a faster pace. The product life cycle is shorter and buying urges are intensifying
amongst Consumers in India, due to personal, socio-cultural and the emerging trends in
the market place and its offerings. As a result of the impact of globalization and the
forces of post-modern consumerism, the hierarchy of needs of individual is moving
unnaturally, not exactly in the same order as Maslow predicted in the continuum
(natural). The marketers of the present steer in a lot of mesmerizing effect, particularly
using the persuasive advertisements 3. The availability of easy and plenty of credit
product offerings to the consumers aggravates the situation. The compulsive buying
which is rising in stature and is recognized as a behavioral anomaly The firm that
spend (invest) a lot of money on socially non-viable projects create more of social costs
or no social returns. This anomaly makes both the firm and individual spending model
non sustainable in the long run. For an individual, buying beyond ones need/ability is a
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leading Indicator to a path of high personal debt. As per the Basel committee norms on
banking, there is a growing importance for the non-financial credibility of the potential
borrowers, over and above his/her financial credibility. This argument falls in line with
sustainable borrowing and spending as the urges of consumerism are growing stronger,
faster and getting deep rooted in our value and belief systems.
RESEARCH
METHODOLOGY
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Research Methodology
Definition of Research
The word research is derived from the Latin word meaning to know. It is a systematic
and a replicable process, which identifies and defines problems, within specified
Boundaries. It employs well-designed method to collect the data and analyses the
Results. It disseminates the findings to contribute to generalize able knowledge. The
Characteristics of research presented below will be examined in greater details later are:
Systematic problem solving which identifies variables and tests relationships
Between them
Collecting, organizing and evaluating data.
Logical, so procedures can be duplicated or understood by others
Empirical, so decisions are based on data collected
Reductive, so it investigates a small sample which can be generalized to a larger
population
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Replicable, so others may test the findings by repeating it.
Discovering new facts or verify and test old facts.
Developing new scientific tools, concepts and theories, which would facilitate to
take decision related to quality and consumer preferences.
For the proper analysis of data simple statistical techniques such as percentage were
use. It helps in making more generalization from the data available. The data which
was collected from sample of population was assumed to be representing entire
population was interest. Demographic factors like age, income and educational
background was used for the classification purpose.
Research Design
Data Collection :
The prepared questionnaires were distributed among the people living in the areas
identified for the survey purpose.
Sources of data:
Primary data from the respondents was collected by using a non-disguised structured
questionnaire. The questionnaire was prepared with utmost care incorporating all
necessary information by using both open-end and close-end questions.
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Sample size
For carrying out any research or study on any subject it is very difficult to cover even
10% of the total population of onsumers. Therefore the sample size has to be decided for
meaningful conclusion. For designing the sample size, it was thought proper to cover a
very small percentage of population. The method used for sample technique was non
probability convenience sampling method. This method is used because it is known
previously as to whether a particular person will be asked to fill the questionnaire.
Convenient sampling is used because only those people will be asked to fill the
questionnaires who were easily accessible and available. Considering the constraints, it
was decided to conduct the study based on sample size of 100 people.
TYPES & TECHNIQUES
The study conducted is a conclusive descriptive statistical study; the researcher comes
to the decision which is precise and rational. The study is conclusive because after doing
the study the researcher comes to a conclusion regarding the position of the brand in the
minds of respondents of different firms groups. The study is statistical because
throughout the study all the similar samples are selected and group together. All the
similar responses are taken together as one and their percentages are calculated. Thus,
this, conclusive descriptive statistical study is the best study for this purpose as it
provides the necessary information which is utilize to arrive at a concrete decision.
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TOOLS USED
To know the response the researcher has used the questionnaire method in sample
survey. If one wishes to find what people think or know, the logical procedure is to ask
them. This has lead marketing researchers to use the questionnaire technique for
collecting data more than any other method. In this method questionnaire were
distributed to the respondents and they were asked to answer the questions in the
questionnaire. The questionnaires were structured non disguised questionnaire because
the questions, which the questionnaire contained, were arranged in a specific order.
LIMITATIONS OF THE STUDY
The research was conducted in a limited area.
Time will be a major constraint.
The respondent will be limited so cannot be treated as a whole population.
The respondent may be biased.
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DATA ANALYSIS
& INTERPRETATIoN
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DATA ANALYSIS & INTERPRETATION
(NOTE: all the numerical figures appearing in the diagram and charts are
represented in percentage for easy understanding and convenient purpose)
Table .No.1
Approximate household income/month:
Options No of Respondents Percentage of
Respondents
Less than 10,000 7 7%
10,000 to
20,000
73 73%
20,000 to
40,000
18 18%
More than
40,000
2 2%
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Inference:
The above table and diagram reperesnets the purchasing power of the consumer in the
area where the survey was conducted. Those people who fall in the category of less
than 10,000 are usually with less purchasing power and cant be influenced more by the
patterns and methods of the company. Those who fall under 10,000-20,000 are those
who are mostly influenced by buying behaviours and company tactics. Those who come
above 20,000 are usually kind of luxury consumers and hence we can expect always a
market from such category.
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Table No.2
What are the products you own now?
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Options No of Respondents Percentage of
Respondents
Refrigerator 20 20%
Television 61 61%
Washing
machine
7 7%
DVD players 8 8%
A/C 4 4%
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Inference:
In the study conducted and from the above diagram we are able to understand that 61%
of the respondents are using TV and only 4% of them are using A/C similairly7% are
using washing machine,8% are using DVD and 20% are using Refrgerator. Hence it is
clear that purchasing a LCD is a little costlier when compared with TV and their
markets are yet to be captured effectively by the company. TV and refrigerator are
always having their demand because they are considered as most essential household
requirements
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Table.No:3
What brands are you aware of?
Options No. of Respondents Percentage of Respondents
SAMSUNG 34 34%
ONIDA 26 26%
LG 16 16%
SONY 24 24%
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Inference:
The above table and diagram will clearly portray the popular brands among the
people in the present scenario. SAMSUNG which has more popularity among the
people has captured the market effectively and capitalized more from the people
when compared to SONY and ONIDA which are the main competitors in the
market for SAMSUNG. Talking about SONY it has undoubtedly more reputation
than anyother of its competitors because of its brand image but when coming to
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performance it has to do something to improve. ONIDA has to penetrate into the
market of SAMSUNG and SONY mainly to establish successfully.
Table.No:4
Are you aware of Onida?
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Options No of Respondents Percentage of Respondents
YES 68 68%
NO 32 32%
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Inference:
The above diagram will clearly depict the brand awareness of the ONIDA in the area
where the survey was conducted. Most of the respondents reply was positive and hence
it denotes that ONIDA has a good influence among the people. So ONIDA has to
effectively perform to capture more and more consumers.
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Table.No:5
Your opinion about ONIDA home appliances?
Options No of Respondents Percentage of Respondents
Very Good 23 34%
Good 29 43%
Neutral 5 10%
Bad 7 7%
Very Bad 4 6%%
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Inference:
This question of, Opinion about ONIDA was asked to the respondents to really
ascertain the true color of the brand among the population where the study was
conducted. Up to the knowledge of the researcher its clear that more than half of
the people who were interviewed have given a strong positive reply about the
brand which clearly says that they have a good brand image only thing is that
they have to utilize it more.
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Table.No:6
What Onida products do u own now?
Options No of Respondents Percentage of
Respo13ndents
Microwave 9 3%
Television 23 32%
LCD 29 41%
DVD 4 6%
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players
A/C 6 8%
Inference:
The above diagram will clearly depict ONIDAs Market share in the area where the
survey was conducted. Most of the respondent reply was positive and are almost using
any of the appliances manufactured by onida hence it denotes that ONIDA has a good
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influence among the people. So ONIDA has to effectively perform to capture more and
more consumers
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Table No:7
What are the things you think before buying a product?
Options No of Respondents Percentage of Respondents
After Sale Service 17 25%
Free Delivery & Warranty 23 34%
Price Discount & Credit
Purchase
26 38%
Freebies 2 3%
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Inference:
Some important factors that the consumer usually think and discuss before buying a
product are Price discount & credit purchase, Freebies, after sale service and Free
delivery and warranty.This question was mainly included in the research because it only
mainly reflects the mindset of the consumers through which the company can really add
that attributes which are most essential. From that point of view in this survey, 68% of
the respondents have answered that after sale services are important.
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Table.No:8
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Rank the below in order of Importance
Options No of Respondents Percentage of Respondents
After Sale Service 70 70%
Free Delivery & Warranty 24 24%
Price Discount & Credit
Purchase
3 3%
Freebies 3 3%
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Inference:
From the table no.8 and no.7 we can clearly understand the consumers expectation
while buying a product of a brand. Even though both the tables contain same options we
can observe that there different in % of response from the consumers slightly
comparatively this is due to influence of advertisements and sales schemes offered to
them from time to time which will surely affect the buying behavior of consumers.
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Table.No:9
Are you satisfy with the quality of ONIDA product ?
Options No of Respondents Percentage of Respondents
YES 74 74%
NO 26 26%
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Inference:
From the above table and diagram constructed we will be able to get and idea of how
far the consumers are preferring over the ONIDA products like Television Microwave
and DVD players and hence we can calculate the market availability for ONIDA alone
in this product category. It will help the Company to build steady strategy towards the
sale of these products over a particular period of time after that a new frame has to be
taken.
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Table.No:10
Will you purchase Onida products in the near future say 3 months?
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Options No of Respondents Percentage of Respondents
YES 65 65%
NO 35 35%
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Inference:
The above diagram was prepared to ascertain the market share availability for ONIDA.
In the area in which the survey was conducted 65% of the people are preferring ONIDA
over other brands. And so ONIDA has around 65% of market availability in the area
were survey was conducted though it cant be assured and also 65% is not a big share
for a popular brand like ONIDA and hence they must prove their worth by gaining more
market.
(NOTE: The above diagrams and charts that are included in this part of the report
are duly prepared by the researcher for the Research purpose and they are not copied
from any external source and they also cannot be held responsible for any
misleading)
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CONCLUSION
Conclusion:
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In the above conducted study in DELHI and with data collected and analyzed
above we could clearly depict at certain things that ONIDA does have a good
base here. Hence ONIDA apart from concentrating in the quality and
improvement of its products can also try to improve its reach to the consumers.
Consumers are always in search for good quality with affordable price so ONIDA
can go with such an idea of capturing the market by attracting fair population.
To conclude, the customers have a very average image of Onida and are not even aware
about all of its products. Moreover the non-availability of Onida and its silence in the
market place is causing customers to forget Onida and its effectiveness. The factors like
advertising, technology, promotional activities and product features are to be focussed
on by Onida. This will help Onida to be at par with its competitors products. Onida also
needs to tap the segments of professionals and self employed people as they have a
preferable attitude and opinion towards Onida. Onida can regain its market position to
some extent by refocusing its marketing efforts in the right direction and thus becoming
more customers oriented. It is important that Onida not only redirects its QUALITY
ASSURANCE but also increases and intensifies its marketing efforts in order to at par
with several of its competitors.
SWOT ANALYSIS
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4.1 Strengths:
The approach: The approach of Onida is entering and ruling the market through
competitive technology and high quality products
Target: The target of Onida is not only number driven but also about acquiring
and retaining customers
Brand: Onida has created a unique brand image for itself as a high end value
driven brand
Mass market: Targeting the mass market is Onidas core strength
4.2 Weakness:
Promotions: Less Investment is done on Promotions and Advertisement in
comparison of the competitors by Onida
Obsolescence: Now the DEVIL MAN in the advertisement is not working for
ONIDA and company is not able to connect with this generation.
Lack of awareness: Customers are not aware about all the products of Onida.
4.3 Opportunities:
Indian mass market: The Indian mass market is substantially large and
sustainable
Value: The high end value driven proposition helps Onida in increasing market
share.
Semi urban markets: The growing semi urban market is also a great opportunity
that Onida should try and explore
Purchasing power: Purchasing power of people is increasing day by day and this
is beneficial if Onida can tap it
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4.4 Threats:
Competition from MNC's: The Indian mass market may be captured by rival
MNCs like LG, SAMSUNG and SONY
Price erosion: Due to increased price of inputs and continuing price erosion there
is downtrend in the consumer durable market
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FINDINGS
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FINDINGS
COMPARISON WITH COMPETITORS
Market characteristics
Around 45 companies cater to this market. Onida is having a very small share of
this market.
In the Indian market space, Brand loyalty is giving way to value-for-price
contest.
There is an intense competition on price.
The companies are Companies focusing on product differentiation, value added
offerings and exchange offers.
The MNCs like LG, Sony, Samsung, Phillips and ONIDA command a high market
share. These brands score high on following factors:
Product Line: These companies (LG, Sony, Samsung, Phillips and ONIDA) have a
wider product range compared to Onida to target customers from all segment.
Positioning: Their Image of a multinational company in the minds of consumer helped
them to grab market share instantly. It gave a perception that these companies have
better technology. ONIDA on the other hand leveraged its MNC image by it tagline of
Indian MNC.
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Advertisements: LG has Abhishek Bachhan, Samsung Has Aamir Khan, ONIDA had
Amithabh Bachhan and now Sharukh Khan, and All these players have used celebrity to
a good effect to endorse their brands. On the other hand Onida is stuck with its old
Devil which isnt helping.
Visibility: The companies are associated with events and sponsorships. Like
LG and ONIDA are associated with cricket. This has resulted in better brand visibility.
68% of the people interviewed are aware of the Brand ONIDA in the region
where the study was conducted it clearly depicts the Brand name and popularity.
Out of 100% of respondents 23% of them have really have good opinion about
the brand and its products being offered to them in the market and 52% of them
are thinking that the brand is good so when calculated more than 75% of the
consumers will be having best opinion about the brand and its products. When
talking about the respondents who doesnt have good opinion is mere because of
improper knowledge about the brand and their ignorance towards them new
emerging markets, since the percentage is very less.
This is a significant factor to be considered by the Brand because out of 100%,
78% of the respondents are willing to try the ONIDA products it shows the
Brand popularity and the trust which people have towards the products being
marketed by the Company. Hence ONIDA will be having a good market for its
products in the forthcoming periods. The remaining 22% are really mere users of
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other brands they couldnt to switch over due to their own customs and
conventions towards ONIDA.
Talking about the familiarity of the people towards the Companys products
51% have answered in best way and other 18% in an affirmative way. Totally it
comes around 70% which is not a best one but it shows that the products are
reaching the consumer in a proper way but it has to be improved in a more
effective way to reach all Class of people with gaining more attention and
creating much awareness in the minds of the consumers.
when asked about the appliances being used in the homes of the consumers
where the study was conducted the following shown in the diagram above were
arrived, in that area TV and DVD players stands high with 85% and 67%.
Hence Onida has more markets for TVs and DVD players in the market. No
doubt ONIDA is going great with DVD players by launching various new
models. Moreover it has also to concentrate in LCDs because the opening
which is gradually increasing day by day due to various additions are being
offered like Blue ray, DTH services which are best viewed in LCDs and also it
usually have good demand in particular segments.
57% of the populations interviewed are already customers of ONDIA it clearly
portrays the brand establishment in the market studied.
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attributes which are most essential. From that point of view in this survey, 68%
of the respondents have answered that after sale services are important.
RECOMMENDATIONS
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Recommendations
STRATEGIES TO REVITALIZE BRAND ONIDA
In order to revamp its position and brand value in the market Onida should use the
following strategies:
Better positioning: Onida should stick with a uniform positioning strategy rather than
changing it with time as they did.
Celebrity Endorsement: The Company should go for a better adverting. The company
can rope in a celebrity to endorse its brand. This way the brand can be benefited from
celebrities brand equity. We suggest rope in Saurav Ganguly. Gangulys image of a
fighter and a class player will help Onidas brand image.
Association with events: The Company has lost its place in the minds of customers.
Also, the loyal customers of Onida have grown older. To regain old customers and to
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regain visibility, Association with events can help. Onidas problem of low visibility
will be solved with its sponsorship of event like rock shows, games, marathons etc.
Line Extension: The Company should go for line extension in value segment so as to
target more customers in the lower segment. They should introduce more variants in
14, 20 and 21 segment. These products will target the young and first time buyers.
These buyers will have an emotional attachment with the brand and as they graduate to
the high end segment, Onida can target them with its high end products.
Apart from that there some suggestions that can be made from the study conducted
From the above data analyzing and findings is evident that there is a significance
relationship between Brand awareness and the type of the products being offered to the
consumers.ONIDA Plus should concentrate on improving awareness on the part of the
customers about the brand by doing extensive and sustained advertisement campaign
round the year. Brand awareness must be generated among the consumers extensively
by displaying hoardings and banners.
Since Dealers and distributors do majority of business in selling the products to people,
the display portrayed in the shops and showrooms should be taken up vigorously and
special schemes may be introduced to encourage the shops taking up store display.
Schemes may be given to the retails during off seasons.
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Quality of the product must be reviewed periodically and improvements, if necessary,
could be made. Consumer feedback should be given greater importance and their
expectations should be fulfilled as `a satisfied consumer is a loyal consumer`.
From the study conducted it is also clear that there is a significance relationship between
the offers and the brand the consumer uses now .Since majority of consumers are
ignorant of the offers given to them by the company (should be generated among them).
Apart from the above suggestions I also recommend that ONIDA should also
concentrate more in technological advancements which more of the consumers are
expecting now in the present world. In the same way ONIDA can also concentrate and
try launching LEDs which will be the future after LCDs. The after sales service must
be taken care of every point of time because worst backup service may spread negative
image among the potential consumers therefore affecting sales drastically care should be
taken for that.ONIDA can also improve its range of products from the current to
advanced, it can launch various home appliances like (ELECRTIC STOVES) inductions
which more consumers are referring now instead of Gas cylinders to be more cost
effective, in the same way can also introduce more models in MICROWAVES.
Similarly ONIDA has good base here in the region (PUDUCHERRY) where the study
was conducted but unfortunately it fails to utilize it fully up to the level, hence it must
be taken in mind and measures should be framed for utilizing the capacity. It can be
effectively done through various sales promotions activities and building a good rapport
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with the Dealers and distributors in the locality because they only act as the mains
source for supplying the products.
The PULL and PUSH strategies must be often discussed with them for effectively
marketing the products. Various offers and Incentives can be offered to them apart from
doing so to Consumers in order to improve the sales effectively.
Most of the dealers here in this region are dealing with Various brands simultaneously
so care must be taken that ONIDA should be their first preference selling it to the
consumers. Hence it should be considered and various offers and dealings should be
made with them.
BIBLIOGRAPHY
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BIBLIOGRAPHY
Books:
Philip Kotler, marketing management prentice Hall of India Pvt. Ltd. New Delhi.
C. R. Kothari Research methodology, vishwa publication, New Delhi.
Saxena Rajan marketing management Tata McGraw-hill publication Co. Ltd. New
Delhi.
H. V. Verma marketing of services Global business press, New Delhi.
Web Resources
www.onida.com
www.en.wikipedia.org
http://info.shine.com/company/MIRC-Electronics-Ltd/910.aspx
http://www.en.wikipedia.org/http://info.shine.com/company/MIRC-Electronics-Ltd/910.aspxhttp://www.en.wikipedia.org/http://info.shine.com/company/MIRC-Electronics-Ltd/910.aspx -
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http://www.corporateinformation.com/Company-Snapshot.aspx?
cusip=C356A3560
http://www.tradeindia.com/Seller/Home-Supplies/Home-Appliances
http://www.euromonitor.com/Consumer_Appliances
ANNEXURE
http://www.corporateinformation.com/Company-Snapshot.aspx?cusip=C356A3560http://www.corporateinformation.com/Company-Snapshot.aspx?cusip=C356A3560http://www.euromonitor.com/Consumer_Applianceshttp://www.corporateinformation.com/Company-Snapshot.aspx?cusip=C356A3560http://www.corporateinformation.com/Company-Snapshot.aspx?cusip=C356A3560http://www.euromonitor.com/Consumer_Appliances -
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ANNEXURE:
Questionnaire
Name:
Address:
Age:
Gender:
Mobile. No:
1. Approximate household income/month:
40,000
2. What are the products you own now
RefrigeratorTelevision washing machine DVD playerA/C
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3. What brands are you aware of?
SAMSUNG ONIDA LG SONY
4. Are you aware of Onida?
YES NO
If yes continue, If the answer is no go to question number : 11
5. . Your opinion about ONIDA home appliances?
Very good Good Neutral Bad Very Bad
6. What Onida products do u own now?
Television Microwave DVD playerA/C LCD
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7. What are the things you think before buying a product?
After Sale Service Free Delivery & Warranty
Price Discount & Credit Purchase Freebies
8. Rank the below in order of Importance
After Sale Service Free Delivery & Warranty
Price Discount & Credit Purchase Freebies
9. Are you satisfy with the quality of ONIDA products?
Yes No
10. Will you purchase Onida in the near future say ?
Yes No
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11. Your comments and feedback are always welcome
Thanks for participating.