FINDINGS AND DISCUSSIONS

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FINDINGS AND DISCUSSIONS

This project work tries to identify the reaction of common people regarding the
promotion mix elements utilize by Godrej Interio. During conducting survey the
main findings are as follows:
After classifying respondents gender wise majority of respondents are found as
female.
After classifying respondents according to age group, it is found that majority
of respondents are from the age group of 30 years to less than 40 years.
Majority of respondents are married.
Majority of respondents are government employees.
Majority of respondents are belonging to the income group of 3 lakhs to less
than 6 lakhs.
Majority of respondents are regular customers of Godrej Interio products.
Majority of respondents have visited Vyas & Co. showroom twice last year.
Majority of respondents have purchased Godrej Interio products whenever they
visit Vyas & Co. showroom.
Majority of respondents are felling being provoked to purchase Godrej Interio
products whenever they visit Vyas & Co. showroom.
Majority of respondents have assigned Godrej Interio the highest rank against
the promotion mix element Publicity.
A large part of the sample thinks advertising is the important promotion mix
element.
Majority of respondents are thinking that Godrej Interio advertisements are
really impressive.
Majority of respondents are thinking that Godrej Interio successfully attracts
customers through its sales promotion schemes.
Majority of respondents are thinking that Godrej Interio showroom has good
sales persons whom are very co-operative to the customers.
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A section of the sample size identifies Godrej Interios after sales service a poor
direct marketing is successful in reaching customers, but another section
believes that the direct marketing strategies of Godrej Interio are not productive.
Majority of respondents are thinking that Godrej Interio effectively utilizes
publicity as a promotion mix element.
Majority of respondents are thinking that Godrej Interios Promotion mix
elements are creating loyal customers.

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LIMITATIONS

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Limitations of the Study

First limitation of this project is time.
A portion of the respondents are not cooperative.
The researcher is unexperienced.
Biasness or prejudice of some of the respondents regarding any sort of
the information which is required for such study.
Not much of importance was attached to this task by some of the
Respondents.
The sample size of the respondents is very small.
The method of sampling is judgement sampling.

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CONCLUSION

CONCLUSION
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After all the analysis it can be said that Godrej Interio has a great potential in
Asansol market. The continuous growth of the city in terms of population and
economy creates new horizons. As this city is becoming more crowded and
industrialised, stylish office premises, well decorated living rooms, modular
kitchens etc. will be in more demand. So for Godrej Interio a brighter future is
waiting.
The prime activity that requires attention from the side of Godrej Interio as well
as from the side of Vyas & Co. is giving proper importance to all the promotion
mix elements at both national and local level. More reminder advertising and
publicity stunts should be organised to attract common people and institutions.
The utilisation of all the promotion mix elements in an integrated manner will
obviously create enormous buzz in the Asansol market and a great return can be
expected.

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RECOMENDATIONS

RECOMENDATIONS

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 There are many persons who havent purchased Godrej furniture because
of unawareness, so company should go for more & more advertisement,
exhibitions & promotional carnivals.
Godrej should take care about improving after sales service facilities as it
is linked with consumer perception about product quality.
Godrej is having an extra edge over the other brands, though being ahead
of its competitors, there is still need of improvement. Godrej has close
competition with local brands, so in order to remain ahead of its
competitors Godrej Interio has to do major innovations such as more
attractive designs & styles in furniture products.
Organizations like to purchase branded furniture but they believe that
Godrej furniture is very expensive & is not easily available to them, so
showrooms should have their own network to reach to them with
attractive schemes & offers.
There are several features that customers take into consideration while
going for purchasing furniture like aesthetic look, price, quality,
warranty, after sale service etc, so Godrej should take every aspect into
consideration. Furniture should be prepared keeping into mind that what
customers think is best design/style & not what company thinks is
suitable, customer should be given priority. That means the company
should be customer oriented rather than market oriented.
Majority of the institutions prefer wooden & steel furniture, so high
quality of steel & wooden material should be manufactured in order to
meet customer expectations.
Most of the customers complained that Godrej has high prices of
furniture, so it is recommended that the company should provide some
discounts and offers to their customers. So that the customer gets
motivates towards godrej Interio, ultimately it will help the company to
get immediate orders & will also clear ambiguity among customers.
Company reduced its warranties provided on interio products over the last
years so to remain competitive better warranties should be given to the
customers.

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BIBLIOGRAPHY

85

REFERENCES

BOOKS
B. K. Karanjia (Godrej ,A Hundred Years 1897 1997 Volume I),
B. K. Karanjia (Godrej ,A Hundred Years 1897 1997 Volume II),
Philip Kotler Marketing Management,
Philip Kotler Principles of Marketing,
Kothari C.R.- Research methodology, Tata Mc Graw-Hill Publishing
Company Ltd., 1982.

MAGAZINES
CHANGE
INSIDE OUTSIDE

WEBSITES
www.godrej.com
www.godrejinterio.com
www.google.com
www.wikipedia.com

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ANNEXTURE

87