HITACHI

ANALYSIS OF CONSUMER BEHAVIOR TOWARDS HITACHI HOME & LIFE SOULTIONS

SUBMITTED BY

AVINASH CHOUDHARY SUBMITTED TO PROF. LAKSHMI MOHAN

Objective of the studyTo get exposed to the practical situations of the business.To know how things work practically in corporate.To know the effects of brand value of Hitachi.To know consumer behavior while purchasing an air conditioners.To sale the air conditioners.To know the consumer view regarding services/after sales services.To know consumer preferences.

Industry overview

In 1910 Hitachi established in Japan as an electric motor repair .

The various sectors where Hitachi is working:Health Care CompanyPower Systems CompanyInfrastructure Systems CompanyRail Systems CompanyUrban Planning and Development Systems Company

The latest capital of Hitachi is 458,790million yen and number of employees in Hitachi is 33,500 & Total Revenues of company is 2,070,147 million yen.

Company Profile

Hitachi Home & Life Solutions (India) Ltd., a subsidiary of Hitachi Appliance, Japan. Hitachi has focused on developing and supplying high quality products & technology.

Hitachi manufactures various kinds of products, including Air-conditioners, Chillers, VRF Systems, Rooftops and Refrigerators.

Hitachi Headquartered and plant located at Kadi, Ahmedabad, Gujarat.

The total manufacturing plant capacity of 230,000 units.Hitachi has 5 regional offices, 21 branch offices and over 200 sales

and service dealers and 1,500 sales points 33 company owned service centers (HCS).

Consumer Behavior Consumer Behavior is the study of individuals, groups, or

organizations and the processes and acts of people to involve buying and using the products.

Customer behavior study is based on consumer buying behavior, with the customer playing the three distinct roles of user, payer and buyer.

Three ways to analyzing the consumer buying behavior :EconomicSociology Psychological

Buyer’s Decision Process

Influencing Factor

Cultural Factor

Social Factor

Personal Factor

Psychological Factor

Cultural factors

Culture: Understanding the needs and behavior of an individual customer.

Sub – culture: Groups of people who share same values based experience or a similar lifestyle.

Social Class: defined as groups more or less homogenous and ranked to a form of social hierarchy.

Social factors

Reference Groups

Family

Roles and Status

Personal Factors

Family Life Cycle

Occupation and Economic

Lifestyle

Personality and self - concept

Psychological Factors

Motivation

Perception

Learning

Brand Preference

Air Conditioner you have

Decision Process

Purchasing Criteria

Price Design Company Quality Maintenance0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

45.00%

50.00%Most Preferable

Preferable

Average

Not Preferable

Least Preferable

LEARNING FROM THE PROJECT

Get personal industry experience.

Explore the reasons why things are (or are not) working well and make changes to help you achieve your outcomes.

Also learn corporate culture and time management.

Team Management and team coordination.

Consumer Behavior.