Professional Documents
Culture Documents
INTRODUCTION
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INTRODUCTION
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 by the researcher. In many cases, a combination of such sources was used. In
today’s intensely competitive environment, companies today are constantly looking for
preferences. The over changing market characteristics have huge impact on corporate
decisions. The global environment also poses several complexities to the sellers in
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 consumer preference towards ONIDA is studied in
depth. The study of consumers 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 environment (e.g., culture,
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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
INDUSTRY PROFILE
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INDUSTRY PROFILE
Home Appliances in India
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
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
products that have become an integral part of modern houses. These are air
Voltas, Godrej, Bluestar, Kenstar etc. Apart from them there are various
Kenmore etc. With the arrival of international brands in Indian market, the
power consumption.
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
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
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service, and if needed, repair the damaged parts of your electronic products. So here you
Share of categories in Home Appliances sector in Oct-Dec ‘09
will find the sites of some of the leading Home Appliances manufacturers and suppliers.
• Television Sets category was way ahead with 47% share of Home Appliances ad volumes,
• Interestingly, Television Sets (154) advertised the maximum number of brands followed
COMPANY PROFILE
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COMPANY PROFILE
The Company was incorporated on 01 January 1981 as
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 L. Mirchandani, Mr. Vijay J. ansukhani and Mr. Sonu
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
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 your
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 2005, Onida
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
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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
1. LCD TVs
2. Plasma TVs
3. Televisions
5. Air Conditioners
6. Washing machines
7. Microwave Ovens
8. Presentation Products
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9. Inverters
OBJECTIVES
AND
USEFULNESS OF THE STUDY
Objectives of the Study
This study was undertaken to study the market penetration for ONIDA products
Find out how much consumers are aware of ONIDA and its appliances
Find out the market opportunity for ONIDA in the new openings in Puducherry
region
Find out the important factors which a Distributor and dealer considers as important
to sell a product through his shop and a consumer considers to prefer a brand
The project will help the organization to find out the opportunity for ONIDA in Puducherry
Region. The project will help the organization to know Distributors Dealers and consumers
perception about Onida and its competitors. The study will help the organization to find out
close competitors for ONIDA.It will help to decide suitable promotional schemes for its
REVIEW OF
LITERATURE
REVIEW OF LITERATURE
Analyzing consumer behaviour is perceived as cornerstone of a successful marketing
strategy. Consumer behaviour is ‘the mental and emotional processes and the observable
behaviour of consumers during searching purchasing and post consumption of a product and
service. Similarly Engel refers consumer behaviour 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 consumer’s decision making
process is the foundation of entire notion of consumer behaviour. 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
Similarly third, ‘ Emotional View’ is related to perceive consumer’s 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
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are receptive as well as actively searching for the products and services that
can fulfil their need. Consumer’s 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
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 product
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 product.
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
Conceptual review of literature: The classical learning theory, which has evolved to
explains buying behavior as a response to a stimuli. The factors of stimuli are in the
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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
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.
purchasing that becomes a primary response to negative life events, inner deficiencies or
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
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Consumers who use credit cards spend more than those who use other means of
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
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
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
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
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by the fast lifestyle changes taking place in the Indian household. Over the
rapid pace of over 10% per annum, even as the large low-income base has
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
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
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
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grooming, hanging out, indulgence and on high ticket items as well. Food
and beverages account for the largest proportion of the teenager’s 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
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
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growing at an average rate of 6% every year, for the last 12 years. The
Research, the Indian middle 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, now 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
economies, the Maslow’s 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
The firm that spend (invest) a lot of money on socially non-viable projects create more of
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social costs or no social returns. This anomaly makes both the firm and
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
RESEARCH METHODOLOGY
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
Between them
repeating it.
Developing new scientific tools, concepts and theories, which would facilitate to
take decision
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 a ample 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. The respondents were chosen through friends, relatives and using
Sources of data:
incorporating all necessary information by using both open-end and close-end questions.
Pilot study: A pilot study was conducted to ascertain the validity and relevance of the
Sample size
For carrying out any research or study on any subject it is very difficult to cover even 10%
of the total population. 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 in various age groups. The method used for sample technique was
non probability convenience sampling method. This method is used because it is known
Convenient sampling is used because only those people will be asked to fill the
questionnaires who were easily accessible and Available to the researcher. Considering the
constraints, it was decided to conduct the study based on sample size of 100 people in
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
decision.
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 besides every question asked was logical for the study, no
DATA ANALYSIS
& INTERPRETATION
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
10,000 to 73 73%
20,000
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20,000 to 18 18%
40,000
More than 2 2%
40,000
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
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usually kind of luxury consumers and hence we can expect always a market from such
category.
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Table No.2
Refrigerator 20 20%
Television 61 61%
Washing 7 7%
machine
DVD players 8 8%
A/C 4 4%
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Inference:
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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
Table.No:3
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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
Table.No:4
YES 68 68%
NO 32 32%
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Inference:
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The above diagram will clearly depict the brand awareness of the ONIDA in the
area where the survey was conducted. Most of the respondent’s reply was
positive and hence it denotes that ONIDA has a good influence among the people. So
Table.No:5
Good 52 52%
Neutral 15 15%
Bad 7 7%
Very Bad 3 3%
Inference:
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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 it’s 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
Table.No:6
Microwave 3 3%
Television 76 76%
LCD 5 5%
DVD 11 11%
players
A/C 5 5%
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Inference:
The above diagram will clearly depict ONIDA’s Market share in the area where the
survey was conducted. Most of the respondent reply was positive and are almost using any
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of the appliances manufactured by onida 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:7
Freebies 2 2%
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Inference:
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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
Table.No:8
Freebies 3 3%
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Inference:
From the table no.8 and no.7 we can clearly understand the consumer’s 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
Table.No:9
YES 74 74%
NO 26 26%
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Inference:
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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?
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
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other brands. And so ONIDA has around 65% of market availability in the area were survey
was conducted though it can’t 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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Chi-Square Analysis
H0: No association exists between the Brand Image (of the products)
H1: An association exists between the Brand Image (of the products)
Cross tabulation
Yes Can’t No
say
SAMSUNG 22 10 5 37
Brand they
ONIDA 15 5 5 25
Use now SONY 19 1 0 20
LG 8 5 5 18
Total 64 21 15 100
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Value df Asymp.Sig.(2-
sided)
Square
Association
a.2 cells (16.7%) have expected count less than 5. The minimum expected count is
3.10.
Inference: The alternative hypothesis is accepted at 95% confidence level .The test
shows that there is a significant relationship between Brand image(of the products)
ANOVA TABLE
SUMMARY
Groups Count Sum Average Variance
Dealers 14 47 3.357143 0.247253
Distributors 26 86 3.307692 0.301538
Consumers 10 31 3.1 0.322222
ANOVA
Source of Variation SS df MS F P-value F crit
Between Groups 0.427253 2 0.213626 0.735415 0.48474
3.195056
Within Groups 13.65275 47 0.290484
Total 14.08 49
Inference:
Again as F calculated value is less than the F critical value, the null hypothesis is accepted
and
the alternative hypothesis is rejected. So it can conclude that all Dealers Consumers and
FINDINGS
FINDINGS
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.
The MNCs like LG, Sony, Samsung, Phillips and Videocon command a high market share.
Product Line: These companies (LG, Sony, Samsung, Phillips and Videocon) have a wider
them to grab market share instantly. It gave a perception that these companies have better
technology. Videocon on the other hand leveraged its MNC image by it tagline of “Indian
MNC”.
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Videocon 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 isn’t helping.
Visibility: The companies are associated with events and sponsorships. Like LG
and Videocon 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 doesn’t have good opinion is mere because of improper knowledge
about the brand and their ignorance towards them new emerging markets, since the
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 other brands they
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towards ONIDA.
Talking about the familiarity of the people towards the Company’s 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
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 TV’s 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 LCD’s 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 LCD’s and also it usually have good demand in particular segments.
product. They usually see the services being offered, the quality
obviously for low income groups they mainly study the price of various competitors
and finally comes customer satisfaction which is gaining importance in the present
worlds scenario. From the answers that we got form the survey we are able to see
that ONIDA has a nice rapport with the customers which is most important for
future market and about price and quality its upto the mark.
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 it’s 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.
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
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
P a g e | 64
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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RECOMMENDATIONS
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
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. Ganguly’s image of a fighter and a class
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 regain
visibility, Association with events can help. Onida’s problem of low visibility will be solved
with its sponsorship of event like rock shows, games, marathons etc.
P a g e | 66
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
customers about the brand by doing extensive and sustained advertisement campaign round
the year. Brand awareness must be generated among the consumers extensively by
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
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 LED’s
which will be the future after LCD’s. 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
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with the Dealers and distributors in the locality because they only act as the
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
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.
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CONCLUSION
Conclusion:
In the above conducted study in PUDUCHERRY region 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.
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BIBLIOGRAPHY
BIBLIOGRAPHY
Books:
· Philip Kotler, ‘marketing management’ prentice Hall of India Pvt. Ltd. New Delhi.
· Saxena Rajan ‘marketing management’ Tata McGraw-hill publication Co. Ltd. New Delhi.
Web Resources
www.onida.com
www.en.wikipedia.org
www.google.co.in
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
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ANNEXURE
ANNEXURE:
Questionnaire
Name:
Address:
Age:
Gender:
Mobile. No:
YES NO
Yes No
10. Will you purchase Onida in the near future say 3 months?
Yes No