Pre-Project Presentation of consumer behavior for Refrigerators
Post on 17-Nov-2014
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A project presentation on LG Refrigerators
ByUttam Borah
AjeetManoj Gohain
Sanjay
Methodology
• Structured questionnaire• Closed ended questionnaire• Personal interview• Sample size – 28 numbers
Research Findings
• The research findings are enlisted in the slides here onwards…
1. Refrigerator at home
LG 8
Kelvinator 8
Whirlpool 7
Others 5
Inference
• Presence in market is appreciable• Kelvinator, whirlpool are
tough competitors
2.Features that made consumer buy those products
General consumers
Storage 11
Looks 7
Power consumption 7
Environment friendliness 3
LG users
Storage 3
Looks 3
Power consumption 1
Environment friendly 1
Inference
• Satisfactory in looks and storage• Needs to consider power consumption
3.Immediate alternative
General users
Kelvinator 4
Whirlpool 9
L.G 14
Other 1
LG users
kelvinator 1
whirlpool 2
LG 4
others 1
Inference
• Consumer has a good brand image of L.G• People choose L.G to be the most
preferred alternative• L.G has huge Market potential• Hs good brand loyalty, still it should be
considered for development
4. Features praised in the alternative
General users
Price 10
Power consumption 5
Environment friendliness 5
Storage 8
L.G users
Price 3
Power consumption 3
Environment friendliness 2
Storage nill
Inference
• Price of L.G is high, where as price of other refrigerators are also perceived as high
• People generally are concerned with storage areas, where as L.G storage management is satisfactory
5. Up gradation in product
General users
Yes 21
No 7
L.G Users
Yes 6
No 2
Inference
• Consumers are optimistic of up gradation
6.Up gradation to be done in
General users
Looks 11
Energy consumption 10
storage 7
LG users
looks 3
Energy consumption 3
storage 2
inference
Satisfaction of consumer is more in modifying looks & energy consumption rather than storage.
7. Information getting..
General users
friends 8
T.V. adds 15
Hoardings 2
others 3
LG users
friends 1
T.V. adds 5
Hoardings 1
others 1
inference
• T.V.adds of L.G.are successful & satisfactory.
• Compared to adds & hoardings opinion leadership is less.
8.How many Consumers have seen fridge add
General users
yes 26
no 2
L.G. users
yes 8
no 0
Adds are seen & remembered by all 8 consumers using LG.
person who have not seen TV add is whirpool users.
9.Celebrity endorsement for add
General users
yes 18
no 10
LG users
yes 2
no 6
inference
The ratio of celebrity endorsement required is 1:3.
10.Provide an option to change the fridge
General users
Stick to same brand 17
Change to other 11
LG users
Stick to same brand 6
Change to other 2
inference
Brand loyalty of 75% is assured although its satisfactory.
conclusion• Whirlpool & kelvinator are tough
competitors.• People are more conscious on storage area
where as LG has satisfactory storage area.• Needs to develop power consumption.• LG consumers wants a better look.• T.V. adds are successful.• Brand loyalty is apporx.60% scope for
development.
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