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INTRODUCTION
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INTRODUCTION

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 Pondicherry

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

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 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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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 reach 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 coolers, room heaters,geysers, electrical irons etc.


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Home Appliance Companies in India

There are many Home Appliance companies in India like Videocon,

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.

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
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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.

(Source: www.adex.in, accessed on March 22, 2010)

• 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-Dec ‘09

• 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
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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 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.


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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 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

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
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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

ONIDA brand has following range of products.

1. LCD TVs

2. Plasma TVs

3. Televisions

4. DVD and Home Theater Systems

5. Air Conditioners

6. Washing machines

7. Microwave Ovens

8. Presentation Products
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9. Inverters

10. Mobile Phones.


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OBJECTIVES
AND
USEFULNESS OF THE STUDY
Objectives of the Study

 This study was undertaken to study the market penetration for ONIDA products

Awareness/preference among Consumers.

 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 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

Usefulness of the study

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

products in various categories


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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

submissive to self-centred interests of marketers and got influenced by marketing tools.

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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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 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

behaviour exist and provide marketer guidelines to analyze consumer accordingly.

Consumer’s 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 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

of all of them to analyze consumer behaviour 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
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form of the product, retail environment, emotional responses, and

satisfaction of needs, 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 judgedto 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
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materialistic tendencies are associated with individual’s identities, use

of money, motivation for work, and social behaviour.Substantial

research 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
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by the fast lifestyle changes taking place in the Indian household. Over the

last decade, India’s middle and high-income population has grown at a

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

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
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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 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

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
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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 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

as an outcome of a phenomenon called consumerism? In the post-modern consumerist

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

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
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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 one’s need/ability is a 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.


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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

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


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 Reductive, so it investigates a small sample which

can be generalized to a larger population

 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

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

updated telephone directory –2009 as a source for identification.


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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.

Pilot study: A pilot study was conducted to ascertain the validity and relevance of the

various inputs of the questionnaire

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

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 to the researcher. Considering the

constraints, it was decided to conduct the study based on sample size of 100 people in

specific age groups.


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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.

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

question can be termed as irrelevant.


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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
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 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

What are the products you own now?

Options No of Respondents Percentage of


Respondents

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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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

performance it has to do something to improve. ONIDA has to penetrate into the

market of SAMSUNG and SONY mainly to establish successfully.


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Table.No:4

Are you aware of Onida?

Options No of Respondents Percentage of Respondents

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

ONIDA has to effectively perform to capture more and more consumers.

Table.No:5

Your opinion about ONIDA home appliances?


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Options No of Respondents Percentage of Respondents

Very Good 23 23%

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

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


Respondents

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

What are the things you think before buying a product?

Options No of Respondents Percentage of Respondents

After Sale Service 68 68%

Free Delivery & Warranty 24 24%

Price Discount & Credit 5 5%


Purchase

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

have answered that after sale services are important.


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Table.No:8

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 3 3%


Purchase

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

which will surely affect the buying behavior of consumers.


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Table.No:9

Are you going to purchase TV or Microwave or DVD player within 3 months?

Options No of Respondents Percentage of Respondents

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?

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
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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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ANALYSIS with STATISTICAL TOOLS

Chi-Square Analysis

The researcher set up the null and alternate hypothesis as follows:

H0: No association exists between the Brand Image (of the products)

and the brand that consumers use now

H1: An association exists between the Brand Image (of the products)

and the brand that the consumer uses

Brand they use now * Brand Image to the consumers

Cross tabulation

Brand they use Brand image of


Particulars now the products Total

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)

Pearson Chi- 27.939a 6 .000

Square

Likelihood Ratio 32.003 6 .000

Linear-by-Linear 1.469 1 1 .225

Association

N of Valid Cases 126

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)

and the brand consumer uses now.


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ANOVA TABLE

BRAND ensures High Sales: Perception of Consumers Distributors and


Dealers

H0 = There are no variation in opinion, among three groups

H1= There are variation in opinion among the groups

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

Distributors hold the same view.


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FINDINGS
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 Videocon command a high market share.

These brands score high on following factors:

Product Line: These companies (LG, Sony, Samsung, Phillips and Videocon) 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. Videocon 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,

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

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 other brands they
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couldn’t to switch over due to their own customs and conventions

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

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 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.

 57% of the populations interviewed are already customers of ONDIA it clearly

portrays the brand establishment in the market studied.


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 Nowadays consumers analyze various factors before going for a

product. They usually see the services being offered, the quality

which is really important for certain class of customers, price

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

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
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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

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. Ganguly’s image of a fighter and a class

player will help Onida’s 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 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.
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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 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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through various sales promotions activities and building a good rapport

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.
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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.

· 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

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:

1. Approximate household income/month:

 <10,000 10,000-20,000 20,000-40,000 >40,000

2. What are the products you own now

 Refrigerator Television washing machine DVD player A/C

3. What brands are you aware of?


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 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 player A/C  LCD

7. What are the things you think before buying a product?


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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 going to purchase Tv or washing machine or Refrigerator within 3


months?

 Yes  No

10. Will you purchase Onida in the near future say 3 months?

Yes  No

11. Your comments and feedback are always welcome


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Thanks for participating.

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