CHAPTER – I

INTRODUCTION AND DESIGN OF THE STUDY

1.1 INTRODUCTION OF REFRIGERATOR

A refrigerator is a common household appliance that consists of atheramally

insulated compartment and a heat pump (mechanical, electronic, or chemical) that transfers
heat from the inside of the fridge to its external environment so that the inside of the fridge is
cooled to a temperature below the ambient temperature of the room. Refrigeration is an
essential food storage technique in developed countries. A lower temperature in a confined
volume lowers the reproduction rate of bacteria, so the refrigerator reduces the rate of
spoilage.

A refrigerator maintains a temperature a few degrees above the freezing point of

water. A similar device that maintains a temperature below the freezing point of water is
called a freezer. The refrigerator replaced the icebox, which was a common household
appliance for almost a century and a half prior. For this reason, a refrigerator is sometimes
referred to as an icebox.

DIFFERENT TYPES
Direct Cool Refrigerator

Direct cool refrigerators are the most basic types where cooling within the fridge
compartment is done without any fanning. The cooling is rather done by a natural convection
where one part may become cooler than another area inside the compartment. However, these
refrigerators are highly energy efficient for the same reason. This segment includes only few
single-door refrigerators under it. Of late, some direct cool refrigerators have been featuring
digital auto defrost technology to give you freedom from manual defrosting.

Advantages

 Cools with natural convection process inside the fridge

 Highly energy efficient
 Quite affordable from price point of view
 Efficient freezer chamber
 Latest models feature digital auto defrost technology

1
Frost Free Refrigerator

Almost all modern refrigerators except a very few basic ones are frost free
refrigerators. These frost free models use electric fans to circulate cool air inside the
chambers. This prevents formation of ice outside the freezer and enables even cooling of
compartments. The end result also plays a part in ensuring long work life to refrigerator
components. These models do not require you to manually defrost them from time to time.
Moreover, frost free refrigerators are efficient at keeping a consistent temperature throughout
the fridge cavity.

Single Door Refrigerator

As the name suggests, these refrigerators have a single door up front, which keeps the
cold ambience within sealed. Inside, these refrigerators encompass a freezer, a fridge and a
vegetable bin. These are entry-level refrigerators and are in the low-price range. Single door
frost free refrigerators easily fit in small space and hence they are a perfect match for small
offices, clinics, grocery stores. Single door models have a capacity of around 50-300 liter.

Advantages

 Features a single door up front

 3 main sections inside viz. freezer, fridge and vegetable bin
 Practical and affordable
 Is available in small footprints
 Fits in small places

Double Door Refrigerator

Double door refrigerators are bigger in size than single door models and offer a
capacity in the range of about 200-600 litre. These are the mid-range refrigerators and sport 2
doors. One door covers the fridge compartments that have a temperature range between 0 and
10 degree centigrade. Another door seals the freezer chamber made for sub-zero temperature
environment.

2
Advantages

 Separate doors for fridge and freezer sections

 Keeps fridge from freezer separate and conserves energy
 Dedicated freezer chamber is usually larger than that of single door refrigerators
 Available with wired shelves, acrylic shelves and toughened glass shelves
 Bigger vessels/ beverage bottles can be accommodated, depending upon the capacity
of the refrigerator.

1.2 OPERATIONAL DEFINITION OF CONCEPTS

Marketing
Marketing is concerned with the people and the activities involved in the flow of
goods and service from the producers to the consumers.

Branding
A Branding can be viewed as a tool to position a product or a service, with a
consistent image of quality and value for money, to ensure the development of a recurring
preference by the consumer. The consumer when satisfied with sane brand doesn’t want to
spend additional time and effort to evaluate the other alternative choices.

Brand
A brand can be a trade name, a sign, symbol, slogan or anything that is used to
identify and distinguish a specific product, service or business. But a brand is much more than
this; it can also be a ‘promise of an experience’ and conveys to consumers a certain assurance
as to the nature of the product or service they will receive and also the standards the supplier
or manufacturer seeks to maintain.

Brand Name

Brand is the "name, term, design, symbol, or any other feature that identifies one
seller's product distinct from those of other sellers." Initially, branding was adopted to
differentiate one person's cattle from another's by means of a distinctive symbol burned into
the animal's skin with a hot iron stamp and was subsequently used in business, marketing, and
advertising.

3
 In accounting, a brand defined as an intangible asset is often the most valuable asset
on a corporation's balance sheet. Brand owners manage their brands carefully to create
shareholder value, and brand valuation is an important management technique that ascribes a
money value to a brand, and allows marketing investment to be managed (e.g.: prioritized
across a portfolio of brands) to maximize shareholder value. Although only acquired brands
appear on a company's balance sheet, the notion of putting a value on a brand forces
marketing leaders to be focused on long term stewardship of the brand and managing for
value

Brand Mark
A brand mark is that part of which can be recognized but not utter able such as symbol
design or distinctive coloring or lettering

Brand Loyalty
Brand loyalty means faithfulness of the brand.
Satisfaction
Satisfaction is a person’s feeling of pleasure or disappointment resulting from
comparing a product perceived performance in related to his or her expectations.

Consumer Behavior
The Activities of individual in obtaining and using the goods and service, it
encompasses the decision making process that precedes and determines purchase.

Consumer satisfaction
An outcome of purchase and use resulting from the buyer’s comparison of the
benefits and of the purchase in related to the anticipated consequence.

Brand preference
One of the indicators of the strength of a brand in the hearts and minds of customers,
brand preference represents which brands are preferred under assumptions of equality in price
and availability.

Purpose
Measures of brand preference attempt to quantify the impact of marketing activities in
the hearts and minds of customers and potential customers. Higher brand preference usually
indicates more revenues (sales) and profit, also making it an indicator of company financial
performance.

4
1.3. STATEMENT OF THE PROBLEM

This research is mainly dealt with knowing purchase and post purchase behavior of
refrigerator. This research is focuses on product output which consumer get from the product.
This research is also focus on changing preference of customers because in today’s time there
are so many best option for customer for E Survey electronic product. This research also
studies that product are reaching up to expectation of customer or not. The electronic product
company differentiates its product on different grounds. So we study that, for which qualities
company it advertising, those features that product has or not.

1.4 OBJECTIVES OF THE STUDY

The objectives of the study are,

 To study the awareness of people about refrigerator and Factors influencing to

choose refrigerator
 To study the brand preference of refrigerator

 To study the factors influencing the preference of refrigerator

 To find out the various problems of refrigerator

 To measure the level of satisfaction of refrigerator

 To offer suggestions to fulfill the customer requirements of refrigerator

1.5 SCOPE OF STUDY

This study will help to understand customer preference and their needs expected from
the business owners.

1.6 RESEARCH METHODOLOGY

Research Methodology is a way to solve the research problems. It may understand as a

science of studding how research done scientifically. When we talk about research
methodology we not only talk of the methods were in the content of our research study.

5
Tools for Analysis
The collected data were analyzed by using an appropriate satisfaction tools and
techniques. The analyses used for the purpose of the study are.

a). Simple percentage table

b). Rank analysis

Research Design
It is purely and simply the frame work on plan for a study that guides the collection
and analysis of data. The research design used here is descriptive research design. This is used
basically for the purpose of researchers convenient.

Sample Design
Sampling design is a definite plan determined before any data carefully collected for
obtaining a sample from a given population. The researcher has selected convenient sampling
technique.

Sample Unit
The sample unit includes in and around the Kavindapadi.

Sample Size
It refers to the number of items to be select from the universe top to the constitute
sample size is 50.

1.7AREA OF STUDY
In this study researcher has collected the information through questionnaires in
kavindapadi

1.8 PERIOD OF STUDY

The study was limited to a period of three months only.

6
1.9 METHODS OF DATA COLLECTION
 In this research process both primary and secondary data are collected a). Primary
Data:-
 It was collected with the help of structured questionnaire b). Secondary data:-
 It was collected with the help of various books. Journals and also from websites

1.10 LIMITATIONS OF THE STUDY

 The sample size was restricted to only 50 due time constraints.

 The survey was conducted only at Kavindapadi

 The techniques used for analysis of the data are limited the simple percentage analysis.
 The need and finding requires suitable modification when the marked conditions
changes

1.11 CHAPTER SCHEME

Chapter - 1

This Chapter deals with introduction, Operational definition of Concepts, Statement

of the problem, Scope of Study , Objectives of the Study, Research Methodology, Area of the
study, Period of the study
Chapter – 2
This Chapter deals with Company profile of the Study

Chapter – 3
This Chapter deals with data analysis and interpretation

Chapter – 4
This Chapter deals with Findings, Suggestions and Conclusion

7
 CHAPTER II
COMPANY PROFILE OF THE STUDY

2.1 INTRODUCTION

A refrigerator is an open system that dispels heat from a closed space to a warmer
area, usually a kitchen or another room. By dispelling the heat from this area, it decreases in
temperature, allowing food and other items to remain at a cool temperature. The lower
temperature lowers the reproduction rate of bacteria, so the refrigerator reduces the rate
of spoilage. A refrigerator maintains a temperature a few degrees above the freezing point of
water.

2.2 LG PROFILE

Establishing LGEGF was an important step in the Growth strategy of the

company. As part of the global expansion of LG Electronics, the Middle East has a very high
priority and setting up LGEGF indicates enhanced Commitment to the region.

The stable and growing markets of the area are also the reasons to open a new
subsidiary located in the Jebel Ali Free Zone. Being in center of Dubai brings us close to local
markets, which means we can respond to customer’s needs and market changes immediately.

8
Corporate Name
LG Electronics Gulf FZE
Established 14th October 1996 President
Mr. Hyun Shik Paik

2.3 SAMSUNG PROFILE

Samsung Electronics Co. Ltd., together with its subsidiaries, is engaged in consumer
electronics, information technology and mobile communications, and device solutions
businesses worldwide. It develops, manufactures, and sells various consumer products,
including mobile phones, tablets, televisions, Blu-rays, DVD players, home theaters, and
digital cameras and camcorders; home appliances, such as refrigerators, air conditioners,
washing machines, ovens, and dishwashers; PC/peripherals/printers comprising tablet PC,
notebooks, monitors, optical disc drive, printers, and computers; memory and storage
products, such as solid state drives and memory cards; and accessories.

HISTORY

From its inception as a small export business in Taegu, Korea, Samsung has grown to
become one of the world's leading electronics companies, specializing in digital appliances
and media, semiconductors, memory, and system integration. Today Samsung's innovative
and top quality products and processes are world recognized. This timeline captures the major
milestones in Samsung's history, showing how the company expanded its product lines and

9
reach, grew its revenue and market share, and has followed its mission of making life better
for consumers around the world.

2.4 WHIRL POOL HISTORY

Whirlpool Corporation (Whirlpool), incorporated on August 10, 1955, is a

manufacturer and marketer of home appliances. Whirlpool operates in four segments: North
America, Latin America, EMEA (Europe, Middle East and Africa) and Asia. Whirlpool
manufactures and markets a line of home appliances and related products. Its principal
products are laundry appliances, refrigerators and freezers, cooking appliances, dishwashers,
mixers and other portable household appliances. The Company also produces hermetic
compressors for refrigeration systems. It is a producer of home appliances in North America
and Latin America and has a presence in markets throughout Europe and India. Its portfolio of
brands includes Whirlpool, Maytag, Kitchen Aid, Brastemp and Consul.

With brand names recognized by just about anyone who has ever separated dark colors
from light, Whirlpool is one of the world's top home appliance makers. It manufactures
washers, dryers, refrigerators, air conditioners, dishwashers, freezers, microwave ovens,
ranges, trash compactors, air purifiers, and more. In addition to Whirlpool, the company sells
its products under a bevy of brand names, including Kitchen Aid, Maytag, Jinn-Air, Roper,
Amana, and Magic Chef. Whirlpool peddles its appliances in Africa, Asia, Europe, Latin
America, the Middle East, and North America. Global competition in home appliances has
heated up in recent years, with Bosch Siemens, LG, Samsung, and emerging as challengers.

10
2.5 GODREJ COMPANY PROFILE

Godrej Properties brings the Godrej Group philosophy of innovation and excellence
to the real estate industry. The company is currently developing landmark projects in 12 cities
across India. Established in 1990, Godrej Properties Limited is the first real estate company to
have ISO certification. With projects that span across the country, the company's upcoming
development covers 74 million square feet. To create landmark structures, Godrej Properties
collaborates with outstanding associates and reputed names. The company aims to deliver
superior value to all stakeholders through extraordinary and imaginative spaces created out of
deep customer focus and insight.

2.6 PANASONIC HISTORY

The history of Panasonic goes back to when Konosuke Matsushita founded Matsushita
Electric House wares Manufacturing Works in 1918. See how the company evolved and
developed into one of the leading electronics companies in the world today. The belief in our
basic management objective to devote ourselves to the progress and development of society
and the well-being of all people around the globe has been the foundation of the

11
company .Panasonic starts with a desire to create things of value. As hard work and
dedication result in one innovative product after another, the fledgling company takes its first
steps towards becoming the electronics giant of today. Panasonic was born from a firm
commitment to provide superior products to people all over the world. Learn about the
founder of Panasonic and how he developed his business into a leading global corporation.

2.7 VIDEOCON HISTORY

Videocon is an Indian multinational with interests in Consumer Electronics, Home

Appliances, Color Picture Tube Glass, and Oil & Gas. Videocon was founded in 1987 by
Nandlal Madhavlal Dhoot. At that time it used to manufacture TV and Washing Machine. In
1989-90, Videocon started manufacturing Home Entertainment Systems, Electric Motors &
AC. Videocon entered Refrigerators and coolers segment in 1991. In 1995, Videocon started
manufacturing Glass shells for CRT and in 1996 it ventured into Kitchen appliances and
crude oil segment. In 1998, Videocon started manufacturing Compressors & Compressor
Motors. In the year 2000, Videocon took over Philips Color TV Plant. In 2005, Videocon
took over 3 plants of Electrolux India and acquired Thomson CPT. Today, it has evolved into
a giant conglomerate with annual revenues of over U$4.1 billion.

Consumer Electronics & Home Appliances

Videocon enjoys leadership position in consumer products like Color Televisions,
Washing Machines, Air Conditioners, Refrigerators, Microwave ovens and numerous other
home appliances. Videocon's refrigerator manufacturing enjoys synergy with its in house
compressor manufacturing technology in Bangalore.

12
2.8 KELVINATOR HISTORY

Electrolux Kelvinator Ltd[EKL](formerly Maharaja International Ltd) is into

manufacture of Refrigerators, Washing machines and domestic Dishwashers. Electrolux,
Sweden, the white goods major, has a controlling (55.81%) stake in the company. Electrolux,
Sweden whose business interest spread in three company i.e. Electrolux Kelvinator, Intron
and Electrolux India has decided to consolidate its operations and as part of this consolidation
program me Intron and Electrolux India are to be amalgamated with EKL. Originally
incorporated in Aug.'89 in Delhi, Maharaja International presently Electrolux Kelvinator
Ltd(EKL) was promoted by Harish Kumar, Hair Om Bhatia and R K Arora. The company
earlier had a technical collaboration with Siltal Casa, Italy, which is one of the leading
suppliers of the relevant technology. In December 1997, the Kelvinator brand was transferred
from Whirlpool India to Maharaja International, which was acquired by Electrolux
Kelvinator. In 1996-97, the company came out with a right issue of equity shares aggregating
to Rs 34.16cr which was offered at Rs 10 each at par in the ratio of 1:1 to the existing
shareholders. In 1998-99, it increased the installed capacity of refrigerators to 4,00,000 nos. It
plans to launch air conditioners, vacuum cleaners, microwaves and cooking range's in the
current year. During 2002 the company made a rights issue in the ratio of 8 equity shares for
every 7 shares held the existing shareholders. To augment the net worth, AB Electrolux also
subscribed to 6% Cumulative non-convertible preference shares aggregating Rs. 15,000 laces
on Dec,2002. EKL has decided to dispose its plant at Nandalur in the state of Andhra Pradesh.
In this regard the Shareholders approval has also obtained through postal ballot in Dec 2003.

13
 CHAPTER-III
DATA ANALYSIS AND INTERPRETATION

INTRODUCTION

The data analysis and interpretation is a key to succeed the research, which gives us
data as information. There are different types of consumers. Each consumer has his
own taste and preference Consumers are not alike. Consumers have different backgrounds,
different habits etc.

Results and findings art also called as Analysis interpretation. This part of the report
contains an allotment of tables, chart, graphics and narrative of the results of the survey.

The analysis identifies the various factors that play a key role in determining why the
respondents go for a particular product on hand the analysis has also been made with
reference to factory affecting buying decisions the multinational factors to go for a particular
brand for some the tables

Graphics are used to interpret the findings in a better manner. The object of surveys
was to know the customer satisfactions towards refrigerator. The customer analysis
consumption factor or purchasing pattern and other related aspects.

14
 TABLE NO: 3.1

THE TABLE SHOWING AGE GROUP OF THE RESPONDENTS

Age Group No. of Respondents Percentage (%)

Upto to 25 Years 16 32
20-40 Years 20 40
Above 40 Years 14 28
Total 50 100
Source: primary data

INTERPRETATION

The above 4.1 shows that 40% of the respondents belongs to the age group of 20- 40
years.32% of the respondents belongs to the age group Upto 25 years.28% of the respondents
belongs to the age group of Above 40 years.

Majority 40% of the respondents belongs to the age group of age 20-40 years.

15
 CHART : 3.1

THE CHART SHOWING AGE GROUP OF THE RESPONDENTS

45
40%
40

35 32%
30 28%
Percentage

25

20

15

10

0
Upto 25 years 26-40 years Above 40 years
Age Group

16
 TABLE NO: 3.2

THE TABLE SHOWING GENDER OF THE RESPONDENTS

Gender No. of Respondents Percentage (%)

Male 11 22

Female 39 78

Total 50 100

Source: Primary Data

INTERPRETATION

The above table 4.2 shows that,78% of the respondents are female category.22% of
the respondents are male category.

Majority 78% of the respondents are Female category.

17
 CHART : 3.2

THE CHATR SHOWING GENDER OF THE RESPONDENTS

78%
80

70

60
Percentage

50

40

30 22%
20

10

0
Male Female
Gender

18
 TABLE NO: 3.3

THE TABLE SHOWING MARITAL STATUS OF THE RESPONDENTS

Marital status No. of Respondents Percentage (%)

Unmarried 22 44

Married 28 56

Total 50 100

Source: Primary Data

INTERPRETATION

The above table 4.3 shows that 56% of the respondents are married and 44% of
the respondents are unmarried category.

Majority 56% of the respondents are married category.

19
 CHART: 3.3

MARITAL STATUS OF THE RESPONDENTS

60
56%

50
Percentage

44%
40

30

20

10

0
Unmarried Married
Marital Status

20
 TABLE NO.: 3.4

TABLE SHOWING EDUCATIONAL QUALIFICATION OF THE RESPONDENTS

Educational Qualification No. of Respondents Percentage (%)

Illiterate 2 4

School 26 52

Degree 20 40

Others 2 4

Total 50 100
Source: Primary Data

INTERPRETATION

The above table 4.4 shows that 52% of the respondents have studied School level and
40% of the respondents have studied Degree level.4% of the respondents are illiterate and 4%
of the respondents are others category.

Majority 52% of the respondents have completed School level.

21
 CHART : 3.4

THE CHART SHOWING EDUCATIONAL QUALIFICATION OF THE

RESPONDENTS

60
52%
50
Percentagele

40 40%

30
20
10 4%

0
4%
Illiterate
School level
Degree
Others
Educational Qualification

22
 TABLE NO: 3.5

THE TABLE SHOWING OCCUPATION OF THE RESPONDENTS

Occupation No. of Respondents Percentage (%)

Homemaker 18 36

Business/profession 8 16

Employee 12 24

Others 11 22

Total 50 100
Source: Primary Data

INTERPRETATION

The above table 4.5 shows that 36% of the respondents are Homemaker, 24% of the
respondents are Employees,22% of the respondents are others, 16% of the respondents are
Business/Profession.

The majority 36% of the respondents are Homemaker.

23
 CHART : 3.5

THE CHART SHOWING OCCUPATION OF THE RESPONDENTS

40
36%
35

30
26%
25
Percentageitle

22%

20
16%
15

10

0
Homemaker Business/Profession Employee Others
Occupation

24
 TABLE NO.: 3.6

THE TABLE SHOWING MONTHLY INCOME OF THE RESPONDENTS\

Monthly Income No. of Respondents Percentage (%)

Upto Rs.5,000 13 26

Rs.5,000 to Rs.10,000 31 62

Above Rs.10,000 6 12

Total 50 100

Source: Primary Data

INTERPRETATION

The above table 4.6 shows that 62% of the Respondents earn income level between
Rs.5,000 to Rs.10,000 26% of Respondents earn income level is up to Rs.5,000 and 12% of
the Respondents earn income level is Above Rs.10,000.

Majority 62% of the respondents were earn income level between Rs.5000 to
Rs.10000.

25
 CHART: 3.6

THE CHART SHOWING MONTHLY INCOME OF THE FAMILY

70 62%
60
Percentage

50
40
26%
30
20
12%
10
0

Upto RS. 5000

RS.5000 to
RS.10000 Above RS.10000

Monthly income

26
 TABLE NO: 3.7

THE TABLE SHOWING FAMILY SIZE OF THE RESPONDENTS

Family members No. of Respondents Percentage (%)

Upto 3 members 16 32

4-6 members 29 58

Above 6 members 5 10

Total 50 100

Source: Primary Data

INTERPRETATION

The above table 4.7 shows that 58% of the respondents have 4-6 member in their
family,32% of the respondents have upto 3 member in their family and 10% of the
respondents have more than Above 6 member in their family.

The majority 58% of the respondents have 4-6 members in their family.

27
 CHART: 3.7

THE CHART SHOWING FAMILY SIZE OF THE RESPONDENTS

52%
60 38%
Percentage

50
40
30 10%
20
10
0

Up to 4
members 4-6 members
Above 6
members

Family size

28
 TABLE NO: 3.8

THE TABLE SHOWING NUMBER OF EARNING MEMBERS OF THE FAMILY

Number of Earning
No. of Respondents Percentage (%)
members

Up to 2 Members 35 30

Above 2 Members 15 70

Total 50 100

Source: Primary Data

INTERPRETATION

The above table 4.8 shows that 70% of the respondents have above 2 earning
members in the family and 30% of the respondents have up to 2 earning in the family.

Majority 70% of the respondents have Above 2 earning members in the family.

29
 CHART: 3.8

THE CHART SHOWING EARNING MEMBERS IN THE YEAR

80
70%
70

60
Percentage

50

40
30%
30

20

10

0
Upto 2 members Above 2 members
Earning Members

30
 TABLE NO: 3.9

FACTORS INFLUENCING THE BRAND OF REFRIGERATOR

S.NO FACTORS RANK

1 LG 1
2 SAMSUNG 2
3 WHIRLPOOL 3
4 VIDEOCON 6
5 PANASONIC 7
6 GODREJ 4
7 KELVINATOR 5
Source: Primary Data

INTERPRETATION

The table 4.9 shows that out of 50 respondents, the highest number of respondents
gave first rank for LG refrigerator, the next highest number of respondents gave the second
rank for Samsung refrigerator. It is followed by Whirlpool in the third place. It has been
followed by Godrej in the fourth place, where as Kelvinator in the fifth place, the sixth place
is Videocon and followed by Panasonic in the last/ final place

It is concluded that majority of the respondents have given first rank to the LG
refrigerator

31
 TABLE NO: 3.10

TABLE SHOWING REASON FOR PURCHASING REFRIGERATOR

Reasons No. of Respondents Percentage (%)

Tine concession 10 20

Freshness 20 40

Preservation Progress 15 30

Price 5 10

Total 50 100

Source: Primary Data

INTERPRETATION

The above table 4.10 Indicates that out of 50 respondents ,(40%) of the respondents
have purchase refrigerator for freshness,30% of the respondents have purchase refrigerator for
Preservation Progress, and 20% of the respondents have purchase refrigerator for Time
concession,and10% of the respondents have purchase refrigerator for Price.

Majority 40% of the respondents have to purchase refrigerator for Freshness.

32
 CHART: 3.9

THE CHART SHOWING REASON FOR PURCHASING REFRIGERATOR

40%

40
35 30%
Percentage

30 20%
25
20
15
10
5
0

Time concession
Freshness
Preservation
Progess Price

Reason

33
 TABLE NO: 3.11

THE TABLE SHOWING USERS OF REFRIGERATOR

Uses No. of Refrigerator Percentage (%)

Yes 49 99

No 1 1

Total 50 100

Source: Primary Data

INTERPRETATION

The table 4.11 indicates that out of 50 respondents, 99% of the respondents are
using refrigerator and 1% of the respondent not using refrigerator.

Majority 99% of the respondents are using the refrigerator.

34
 CHART : 3.10

THE CHART SHOWING USERS OF THE RESPONDENTS

99%
100
90
80
Percentage

70
60
50
40
30
20
10 1%
0
YES NO
Users

35
 TABLE NO: 3.12

TABLE SHOWING BRAND PREFERENCE OF REFRIGERATOR

Brands of Refrigerator No. of Respondents Percentage (%)

LG 17 34
Samsung 10 20
Whirlpool 6 12
Videocon 4 8
Panasonic 5 10
Kelvinator 4 8
Godrej 5 6
Total 50 100
Source: Primary Data

INTERPRETATION

The above table 4.12 implies (34%) of the respondents are preferred the brand of LG,
(22%) of the respondents are preferred the brand of Samsung, (12%) of the respondents are
preferred the brand of Whirlpool, (10%) of the respondents are preferred the brand of
Panasonic, (9%) of the respondents are preferred the brand of Godrej, (4%) of the
respondents are preferred the brand of Videocon, (4%) of the respondents are preferred the
brand of Kelvinator.

Majority of 34% of the respondents are preferred the brand of LG refrigerator.

36
 TABLE NO: 3.13

TABLE SHOWING THE SOURCES OF REFRIGERATOR

Source of refrigerator No. of Respondents Percentage (%)

News paper 10 20

Magazine 2 04

Advertisement 20 40

Friends and Relatives 18 36

Total 50 100
Source: Primary Data

INTERPRETATION

The above table 4.13 implies that (40%) of the respondents have come to know about
refrigerator through Advertisement, (36%) of the respondents have come to know about
refrigerator through friends and relatives, (20%) of the respondents have come to know about
refrigerator through newspaper, and (4%) of the respondents have come to know about
refrigerator through magazine

The majority 40% of the respondents are came to know about refrigerator
through Advertisement.

37
 CHART: 3.11

THE CHART SHOWING THE SOURCES OF THE RESPONDENTS

40%
40 36%

30 20%
Percentage

20
4%
10

Sources

38
 TABLE NO: 3.14

TABLE SHOWING PURCHASE OF REFRIGERATOR

Factor No. of Respondents Percentage (%)

Showroom 35 70

Dealer 5 10

Agents 10 20

Total 50 100

Source: Primary Data

INTERPRETATION

The above table 4.14 shows that (70%) of the respondents buy the refrigerator through
Showroom, (20%) of the respondents buy the refrigerator through Agents, and 10% of the
respondents buy the refrigerator through Dealer.

Majority 70% of the respondents are purchase refrigerator at Showroom.

39
 CHART: 3.12

THE CHART SHOWING PURCHASE OF THE REFRIGERATOR

70%
70
60
50
Percentage

40
30
20%
20 10%
10
0

Showroom
Dealer
Agents

Purchase of refrigerator

40
 TABLE NO: 3.15

TABLE SHOWING FACTORS INFLUENCING FOR SELECTING THE

PARTICULAR BRAND OF REFRIGERATOR
S.NO Factors Rank
1 No Electricity Consumption 3

2 Advertising 10

3 Cooling 1

4 Festival and Discount 11

5 Alarm Door 8

6 Child Lock 7

7 Style 6

8 Warranty Claim 5

9 Brand Image 12

10 Price 2

11 Different Color 4

12 Free Service 9
Source: Primary Data

INTERPRETATION
The customers decisions are basically influenced by the refrigerator Cooling capacity,
Electricity Consumption, Brand Image, Price, Service etc.,

Different people like different types of refrigerator. There are various types of
refrigerator available. But in practical life, the preference of refrigerator depends upon the
factors like Electricity consumption, Advertising, Cooling, Festival and Discount, Alarm
door, Child lock, Style, Warranty Claim, Brand Image, Price, Different Color, Free Service.

Table 4. 15 shows that out of 50 respondents, the highest number of respondents gave
the first rank for refrigerator cooling while the next highest number of respondents gave the
second rank for Price.

41
 It is followed by No Electricity consumption in the third Place.It has been followed by
Different color in the fourth place where as warranty claim as fifth place,The sixth place is
style and seventh place is child lock, eighth place is Alarm door. It has been followed by
free service in the ninth place,where as Advertising in the tenth place, Festival and Discount
in the Eleventh place and Brand Image is in the last/final place.

It is concluded that the majority of the respondents have given first Rank to the
Refrigerator Cooling Capacity.

42
 TABLE NO: 3.16

TABLE SHOWING TYPE OF REFRIGERATOR

Type of Refrigerator No. of Respondents Percentage (%)

Single door 35 70

Double door 15 30

Total 50 100

Sources: Primary Data

INTERPRETATION

The above table 4.16 shows that (70%) of the respondents are using Single
door refrigerator, (30%) of the respondents are using Double door refrigerator.

The majority 70% of the respondents are using Single door refrigerator.

43
 CHART: 3.13

THE CHART SHOWING TYPE OF THE RESPONDENTS

70

60
Percentage

50

40

30

20

10

0
Single door Double door
Type of refrigerator

44
 TABLE NO: 3.17

TABLE SHOWING THE REASON FOR BUYING THIS REFRIGERATOR

Reason No. of Respondents Percentage (%)

Time concession 10 20

Freshness 20 40

Preservation 12 24

Maintaining Quality 8 16

Total 50 100

Source: Primary Data

INTERPRETATION

The above table 4.17 shows (40%) of the respondents buying the reason for
refrigerator in freshness,24% of the respondents buying the reason for refrigerator in
Preservation, and 20% of the respondents buying the reason for refrigerator in Time
concession, and 16% of the respondents buying the reason for refrigerator in Maintaining
Quality.

Majority 40% of the respondents buying the reason for refrigerator in

freshness.

45
 CHART: 3.14

THE CHART SHOWING REASON FOR BUYING OF THE RESPONDENTS

40%

40
24%
35
30 20%
16%
Percentage

25
20
15
10
5
0

Time Concession
Freshness
Preservation
Maintaining
Quality
Buying of refrigerator

46
 TABLE NO: 3.18

TABLE SHOWING THE CAPACITY OF THE REFRIGERATOR

Sources No. of Respondents Percentage (%)

150 to 190 Liters 25 50

190 to 205 Liters 5 10

205 to 225 Liters 10 20

225 liters 10 20

Total 50 100

Source: Primary Data

INTERPRETATION

The above table 4.18 shows that (50%) of the respondents are using the capacity of
refrigerator 150 to 190 liters, (20%) of the respondents are using the capacity of refrigerator
205 to 225 liters , (20%) of the respondents are using the capacity of refrigerator 225 liters ,
(10%) of the respondents are using the capacity of refrigerator 190 to 205 liters.

The majority 50% of the respondents are using the capacity of refrigerator
150 to 190 liters.

47
 CHART: 3.15

TABLECHART SHOWING THE CAPACITY OF THE RESPONDENTS

50%

50

40
Percentage

30 20%
20%
20 10%

10

150 to 190 Liters

190 to 205 Liters
205 to 225 Liters
225 Liters
Capacity of reratorfrige

48
 TABLE NO: 3.19

TABLE SHOWING THE MODE OF PURCHASE OF REFRIGERATOR

Purchase of refrigerator No. of Respondents Percentage (%)

Cash 45 90

Installment 5 10

Total 50 100

Source: Primary Data

INTERPRETATION

The above table 4.19 shows that out of 50 respondents, 90% of the respondents
purchase of refrigerator through cash.10% of the respondents are purchase of refrigerator
through installment.

The majority 90% of the respondents purchase of refrigerator through Cash.

49
 CHART: 3.16

TABLE SHOWING THE MODE OF PURCHASE OF REFRIGERATOR

100
90%
90

80

70
Percentage

60

50

40

30

20
10%
10

0
Csah Installment
Mode of purchase

50
 TABLE NO: 3.20

TABLE SHOWING FREQUENCY OF SERVICE GIVEN BY THE CUSTOMER

Frequently of service No. of Respondents Percentage (%)

When Needed 25 50

Quarterly 7 14

Half yearly 10 20

Yearly 8 16

Total 50 100

Source: Primary Data

INTERPRETATION

The above table 4.20 shows that (50%) of the respondents get the service of
refrigerator at needed time, (20%) of the respondents using frequently of service at Half
yearly, (16%) of the respondents get frequently of service at yearly once,(14%) of the
respondents get the service of refrigerator at quarterly.

The majority 50% of the respondents get the service of refrigerator at needed
time.

51
 CHART: 3.17

TABLECHART SHOWING FREQUENCY OF SERVICE GIVEN BY THE

CUSTOMER OF THE RESPONDENTS

50%

50
Percentage

40

30 20%
14%
20 16%

10

When Needed
Quarterly
Half Yearly
Yearly
Frequency of service

52
 TABLE NO: 3.21

TABLE SHOWING THE AVAILABILITY OF THE SPARE PARTS

Availability of the spare

No. of Respondents Percentage (%)
parts
Company 10 20
Showroom 25 50
Agent 5 10
Through serviceman 10 20
Total 50 100
Source: Primary Data

INTERPRETATION

The above table 4.21 shows that (50%) of the respondents are receiving the spare parts
through Showroom,(20%) of the respondents are receiving the spare parts through Company,
(20%) of the respondents are receiving the spare parts Through serviceman, and (10%) of the
respondents are receiving the spare parts through Agent.

The majority 50% of the respondents are receiving the spare parts through
Showroom.

53
 CHART: 3.18

THE CHART SHOWING THE AVAILABILITY OF SPARE PARTS OF THE

RESPONDENTS

60

50%
50

40
Percentage

30

20% 20%
20

10%
10

0
Company Showroom Agent Through serviceman
Spare Parts

54
 TABLE NO: 3.22

TABLE SHOWING THE WARRANTY CLAIM TO REFRIGERATOR

Warranty No. of Respondents Percentage (%)

By selling Place 10 20

Through serviceman 5 10

By the Company 35 70

Total 50 100

Source: Primary Data

INTERPRETATION

The above table 4.22 shows that (70%) of the respondents getting warranty of
refrigerator by the company,(20%) of the respondents getting warranty of refrigerator by
selling place, (10%) of the respondents getting warranty of refrigerator through serviceman.

The majority 40% of the respondents getting warranty of refrigerator by the

Company.

55
 CHART: 3.19

THE CHART SHOWING WARRANTY CLAIM OF THE RESPONDENTS

80

70
70%
60
Percentage

50

40

30

20
20%
10
10%
0
By selling Place Through serviceman By the Company
Warranty Claim

56
 TABLE NO: 3.23

LEVEL OF SATISFACTION

Satisfaction No. of Respondents Percentage (%)

Highly Satisfied 10 20

Satisfied 22 44

Neither 8 16

Dissatisfied 5 10

Highly Dissatisfied 5 10

Total 50 100

Source: Primary Data

INTERPRETATION

The above table 4.23 shows that 44% of the respondents said about compared with the
satisfaction are satisfied,20% of the respondents said about compared with the satisfaction are
highly satisfied,16% of the respondents said about compared with the satisfaction are Neither,
10% of the respondents said about compared with satisfaction are both Dissatisfied and highly
dissatisfied.

The majority 45% of the respondents are Satisfied, with the use of refrigerator.

57
 CHART: 3.20

THE CHART SHOWINGSATISFACTION LEVEL OF THE RESPONDENTS

44%
45
40
35
30 20%
Percentage

25
16%
20
15 10%
10%
10
5
0
Highly
Satisfied Nethier
satisfied
Dis Satisfied
Highly Dis
satisfied
Level os satisfaction

58
 CHAPTER-IV
FINDINGS, SUGGESTIONS AND CONCLUSION

4.1 FINDINGS
 Majority 40% of the respondents belongs to the age group of 20-40 years

 Majority 78% of the respondents are Female category.

 Majority 56% of the respondents are married category.

 Majority 52% of the respondents have completed School level.

 Majority 36% of the Respondents are Homemaker.

 Majority 62% of the respondents were earn income level between Rs.5000 to Rs.10000.

 Majority 58% of the respondents have 4-6 members in their family.

 Majority 70% of the respondents have Above 2 earning members in the family.

 Majority 40% of the respondents have to purchase refrigerator for Freshness.

 Majority 99% of the respondents are using the refrigerator.

 Majority of 34% of the respondents are preferred the brand of LG refrigerator.

 Majority 40% of the respondents are came to know about refrigerator through
Advertisement.
 Majority 70% of the respondents are purchase refrigerator at Showroom.

 Majority 70% of the respondents are using Single door refrigerator.

 Majority 40% of the respondents buying the reason for refrigerator in freshness.

 Majority 50% of the respondents are using the capacity of refrigerator 150 to 190
liters.

 Majority 90% of the respondents purchase of refrigerator through Cash.

 Majority 50% of the respondents get the service of refrigerator at needed time.

 Majority 50% of the respondents are receiving the spare parts through Showroom.

 Majority 40% of the respondents getting warranty of refrigerator by the Company.

 Majority 45% of the respondents are Satisfied, with the use of refrigerator.

59
4.2 SUGGESTIONS

 On the basis of the study conducted among the consumer the following suggestions
have been given.
 The advertiser should concentrate more on customer relationship to improve the
performance.
 Most of the respondents using Single door refrigerator, so the company concentrate to
add some extra features for that refrigerator.
 Most of the respondents expressed that refrigerator cooling capacity. so the
company should consider to improve the cooling capacity.
 Price should be minimized. The price is the important critical while selecting the
particular brand.
 Uses plays an important role for using the preferred refrigerator brand so all
companies should concentrates on the uses and quality of the refrigerator.
 Majority of the respondents says that the quality of the product will makes them to
purchase the product consistently. So the companies should consider the quality of the
product.

60
4.3 CONCLUSION

Today competitive has grown higher for each and every product quality and pricing
plays a vital role in stimulating the demand for a product. The customers are aware of all
happenings and hence they use the product only when they are satisfied in all means. So the
manufacturing has to watch the changing needs and habits of the customers. The manufacture
has to modify the product according to consumers needs in order to survive in the market.
Hence whatever be the changes might the industry face, it should always be in accordance
with the customers as a target. So to be more competitive and progressive the customer
satisfaction should be achieved.

61
 BIBLIOGRAPHY

BOOK FOR REFERENCE

1. Kothari C.R. Research Methodology, New Delhi, Vishwa Prakashan. 1999.
2. Rajan Nair Dr.N., Marketing. New Delhi, Sultan chand & sons publish, 2003.
3. Prasad LM., Organizational Behavior, Jaunpur, Sultan chand & Sons publisher 2002.
4. Pillai R.S.N and Mrs.Bagavathi, Modern Marketing. New Delhi, S.chand & Co. Ltd., 1987.
5. Philip Kolter, Principles of Marketing, New Delhi, Prentice Hall Of India (p) Ltd., 1991.

JOURNALS
1. Indian Journal of Marketing, "satisfaction Survey for parents - A With special
reference to a primary school in vapi. Gujarat", XXXVI, October, 2006.
2. Indian Journal of marketing. "Measuring customer satisfaction for small cars- An empirical
study". Volume XXXVI, February 2006. 3. Indian Journal of marketing, "Consumer
awareness about legislation - A study", Volume XXXII, December 2002

WEB ADDRESS
1. www.google.com
2. www.refrigerator.com
3. www.wikipedia.com

62
 QUESNTIONNAIRE

A STUDY ON BRAND PREFERENCE TOWARDS REFRIGERATOR

WITH SPECIAL REFERENCE TO KAVINDAPADI TOWN

I. PERSONAL PROFILE:

1. Name:

2. Age:
(a)Upto 25 years  (b)26-40 years  (c) Above 40 years 

3. Gender:
(a)Male  (b)Female 

4. Marital status
(a)Unmarried (b)Married 

5. Educational Qualification:
(a)Illiterate  (b)School Level  (c) Degree and Diploma 
(d) Others 

6. Occupation:
(a)Homemaker  (b) Business/ Profession  (c)Employee 

(d)Others 

7. Monthly Income of the Family

(a) Upto 5000 (b) 5000 To10000 (c)Above 10000 

8. Number of members in your Family

(a)Upto 3 members  (b)4-6 Members  (c) Above 6 Members 

9. Number of Earning members in your Family

(a) 2 Members  (b)Above 2 Members 

63
II. Factors Influencing do you have this brand
2.1 Choose the Rank

S.No Brand Name Rank

1 LG

2 SAMSUNG

3 WHIRLPOOL

4 VIDEOCON

5 PANASONIC

6 GODREJ

7 KELVINATOR

2.2. Reason for purchasing this Refrigerator?

(a)Time Concession  (b) Freshness  (c) Preservation Progress 
(d) Price 

III. To study the Brand Preference of Refrigerator

3.1 Are you using the Refrigerator?
(a) Yes  (b) No 

3.2 If yes please mention the brand?

(a)LG  (b) Samsung  (c) Panasonic  (d) Godrej  (e) Kelvinator 
(f) Videocon (g) Whirlpool 
3.3 Name of the sources by this brand?
(a)News paper (b) Magazine  (c) Advertisement (d)Friends and Relatives 
3.4 Where did you buy the Refrigerator?

(a)Showroom  (b) Dealer  (c) Agents 

64
IV. Factors Influencing do you have this brand

S.NO BRAND RANK

1 No Electricity Consumption

2 Advertising

3 Cooling

4 Festivel and Discount

5 Alarm Door

6 Child Lock

7 Style

8 Warranty Claim
9 Brand Image

10 Price

11 Different Color

12 Free Service

65