EXECUTIVE SUMMARY

Deys Power Project, has all kind of well equipped factory set up with
required to manufacture all types of Fabrication job, Microwave,
Telecommunication, HT< Transmission Tower with Hardware accessories
and Hot Dip Galvanized etc. We are strategically located in one of the most
developed industrial area which is very well connected from roads. We
have 50,000 Sq. ft. working area,02 Nos. Hot Dip Galvanized Bath ( Bath
size - 5 mtr x 0.4 mtr x 0.3 mtr and 6 mtr x 0.6 mtr x 0.8 mtr ) 02 Nos. EOT
Crane and monthly capacity to manufacture 300 MT (approx) galvanized
structures.
We have developed a state-of-the-art infrastructure at NH-6, Chamrail
(Kona), Howrah, West Bengal, which is equipped with advanced machines,
tools and instruments and sophisticated technology. We have in house
facility of Galvanize our products (02 Nos. Galvanization plant in our factory
premises). Our sprawling infrastructure forms a strong base to carry out all
the business related activities in a streamlined manner. Further, for an
uninterrupted flow of work, we have segregated our premises into different
units, such as fabrication, galvanization, quality testing, research &
development and administrative. All the departments are handled by
diligent personnel hired by us. These experts utilize their in-depth
knowledge and innovative techniques in order to offer a supreme range of
products to the clients. To maintain a prosperous working environment in
premises, our professionals ensure to work in a synchronized and cordial
manner. Also, our personnel keep a healthy relationship with clients, so as
to serve them and meet their requirements, accordingly. To provide the
complete clients maximum satisfaction, we ensure to dispatch the
consignments within the promised time frame.

OUR TEAM
Our firm is backed by a team of highly professionals, who are wellexperienced and versed in this domain. These professionals are hired after
strict recruitment process based on the grounds of their qualifications,
experiences, knowledge and skills. The above mentioned factors enable
our team members to understand the need of customers in the best
possible way and thus cater to the same, efficiently.

Page 1 of 49

Our professionals make use of superior quality raw material in

manufacturing a qualitative range of products that we provide. Further,
these professionals work in close co-ordination with each other to cater to
the variegated needs of our customers. We have the following members in
our team:

Designers
Engineers
Technicians
Quality controllers
Logistic personnel
Administrative personnel
Skilled and semi-skilled workers

OUR QUALITY ASSURANCE

Being an ISO 9001:2008 and 14001:2004 certified organization, we ensure
to offer a qualitative range of products to the clients. Considering quality as
important aspect, we emphasis on maintaining high quality standards of our
products. We ensure to manufacture our range of Microwave,
Telecommunication, HT< Transmission Tower with Hardware accessories
and Hot Dip Galvanized, keeping high safety and quality measures. To
fabricate the entire range of products, our professionals use only high
quality raw material and components. Moreover, our quality controllers test
the products on some pre-set parameters to ensure flawlessness.
Following are the parameters on which entire range of products get tested:

Ability to withstand extreme weather

Tensile strength
Wear & tear strength
Tolerance power
Corrosion & abrasion resistance

WHY US ?
We offer following facilities :

Proven expertise, appreciated by reputed customers.

Have renowned client base.
Ability to deliver products at the shortest notice.
Page 2 of 49

Excellent infrastructure capabilities.

ISO 9001:2008 and 14001:2004 certified Organization.

LIST OF MACHINERIES
SL.
NO.

DESCRIPTION OF M/C

01

Multipurpose Universal Shearing &

Punching M/c

02

DO

03

DO

04

DO

05
06
07
08
09
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26

Power Press
Do
Do
Radial Drill M/c
Do
Do
Pillar type Drill M/c
Do
Pilot drill M/c
Heavy Type Grinding M/c
Angle Grinder
Do
C Type Hydraulic M/c
Pillar Type Hydraulic M/c
Heating Pumping Unit
Welding M/c
Gas Cutting set
Centrifugal Blower M/c
EOT Crane
Generator Set
Do
Hydra

CAPACITY / SPEC.

200T, Angle cut upto 150X150X16mm, Punch

25mm X 20mm thk.
150T, Angle cut upto 130 X130 X 12mm, Punch
22mm X16mm thk
80T, Angle cut upto 90 X 90 X 8mm, Punch c
18mm X 12mm thk
70T, Angle cut upto 65 X 65 X 8mm, Punch c
14mm X 8mm thk
150T
80T
70T
3 Capacity
2 Capacity
1 Capacity
2 Capacity
1 Capacity
Capacity
12
7
5
100T
80T
250 A

2T
125 KVA
20 KVA
O5T
Page 3 of 49

INTRODUCTION
In the present competitive world if any business organization has to survive it
needs to keep an eye on various forces operating in the market. More over
competitors constantly try to win over others. In this scenario, every business
organization needs to monitor the changes taking place in the market so that they
are not caught. Companys ability to maintain satisfying customer relationships
requires an understanding of consumer buying behavior. This refers to the buying
behavior of consumers who purchase products or services for their personal or
household use. Consumers have limited time, energy and financial resources.
Within the available resources, they make purchase and consumption choices as
they wish. Consumer purchasing decisions take place over an period of time. The
overall goal during this decision process is to evaluate various alternatives and
choose the product that satisfies the consumer in an optimal way. Similarly when
customers make their purchases decision they get influenced by several major
factors. These factors are:
Demographic
Social
Cultural
The consumers degree of interest in a product and the importance he/she places
on this product determines the consumers level of involvement. When customer
comes for the purpose of purchasing a refrigerator, they consider many things in
their mind such as capacity, storage, star rating etc. Because they know that they
are purchasing a durable product and they are not going to purchase in frequently
basis.

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SCOPE:
This report will help to understand the customer behavior towards
purchasing a new Industrial product.
It also opens the various factors which can affect the purchase decision.
This report provides a frame of mind of people, what are the expectations of
customer and up to how much level those expectations can meet.
The main purpose of the study is to aware the customers about the products.

OBJECTIVE:

The purpose of the project is to understand the various key, external and internal
variables which influence various market segments while buying Industrial
Products. However the main objectives of the project are:
To learn to interact with Customers.
To know customer behavior while purchasing Industrial Products and others.
To make people aware about the new products and services.
.

LIMITATIONS OF THE RESEARCH

There are some limitations of the human beings which are reflected in this
research. The following are the limitations of this research study.
Taking interview of the respondents was quite a difficult job. Because there
were customers shown unwillingness to respond to my questions.
The study of promotional activity was conducted only in Deys Power
Project in South Chamrail Howrah.
The promotional activities were done only at Manufacturing Unit.
Most of concern person were busy with their work.
Some of the customer shown their interest only to get the Product.

Page 5 of 49

CHALLENGES:
The biggest threats to local industry going forward are supply-related issues
pertaining to distribution and infrastructure, as well as demand issues due to
hard competition from imported goods. The lack of well developed distribution
can create a challenge for the industry. In addition, regular power cuts and
linkages make systematic production, assembly and delivery problematic.
On another side demand for a brand can fluctuate due to the entrance of various
MNCs in the same industry. Customers have increasing choice from both
domestically product and imported goods, with similar features. This
homogeneity makes it difficult for players to remain ahead of competition.

VISSION AND MISSION:

The companys pervasive vision is, Every Industry, everywhere with pride,
passion and performance, rests on the pillars of innovation, operational
excellence, customer-centric approach and diversified talent. These are
embedded within the companys business goals, strategy, process and work
culture.
Be it Whirlpools products that are the result of innovation and operational
excellence to meet every need of the customer of the people behind this product
that come from a wide spectrum of backgrounds, everything Deys Power
Project does features a distinct way.

Page 6 of 49

PRODUCT OF DEYS POWER PROJECT

Double Tension Compression Joint

with the active support of our team of experts, we are engaged in offering a huge assortment ofdouble tension
hardware for panther conductor . Our clients van avail from us a wide range of the best quality double tension h/w for
panther, which are made using finest grade materials, coupled with advanced technology. These are used to bear
voltage fluctuations and are used in varied other forms of electrical applications.

Double I Suspension
Backed by our manpower and latest technology, we specialize in the manufacturing, supplying and exporting Double
'I' Suspension Hardware For Zebra which are fully customizable. Engineered with perfection, these have tremendous
functional life and are designed considering the most important points such as safety feature, inbuilt mechanism,
corrosion resistant property etc. These suspension hardwares are checked from every angle by our renowned team
of skilled quality testers. These Double 'I' Suspension Hardware For Zebra are manufactured at par with the set
industry standards and have competitive prices.

Hardware
Page 7 of 49

If you are looking for the best organization in the manufacture, supply and export of Transmisson Hardwares, then go
for us. Pretested in the prevailing industry standards, these have splendid functionality and are available in various
technical specifications. These transmission hardwares are an essential part of heavy industries and are used to
serve numerous purposes. Furthermore, these hardwares are equipped with high precision machined components
which enhance its life and performance.

Ags Clamp For Zebra

Reckoned company in the manufacturing, supplying and exporting AGS Type Suspension Clamp For Zebra
Conductor. Available in excellent technical specifications, these have outstanding quality and brilliant functionality.
These are developed and designed by the market experts and customized according to the customers will. These
suspension clamps are ready made using supreme quality of material procured from our leading vendors who have
years of experience in this domain.

Anchor Shackle
To facilitate our clients for several various heavy duty works of carrying, joining and lifting heavy load mechanical
loads in various industrial utilities. These Anchor Shackle are manufactured using very tough and tensile quality raw
materials and hence are capable of taking very heavy loads. These anchor shackles are used in different industries of
mechanical and electrical utilities across the county and are appreciated for excellent quality material and its
desirable features. We are offering these anchor shackles to our clients at very conventional range of prices.

Arcing Horn
Arcing Horns are one of the very important and required equipments in the electrical field which are used in the high
voltage carrying wires to protect the insulators which are attached with those high voltage wires from getting
damaged or problems. These arcing horns are of several kinds and we are manufacturing them all using one of the
most excellent quality raw materials. These arcing horns are used and appreciated in different regions of the country
and are available for our clients in the market at very easily affordable range of prices.

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Ball Clevis
Pioneer in the manufacturing, supplying and exporting Socket Clevis. Boasting of excellent dimensions and high
precision machined components, these have superb quality. Efficient performance, rugged construction, high
precision components make these Socket Clevis truly versatile and highly reliable. Further, these socket clevises are
available in variegated ranges and are offered at competitive prices to the clients.

Bolted Insulator Hardware Fittings

Manufacturing, supplying and exporting Bolted Insulator Hardware Fittings. Boasting of excellent dimensions and
high precision machined components, these have superb quality. Efficient performance, rugged construction, high
precision components make these Bolted Insulator Hardware Fittings truly versatile and highly reliable.

Cable Terminal Lugs

Cable Terminal Lugs truly versatile and highly reliable. Boasting of excellent dimensions and high precision machined
components, these have superb quality.

G. I. Pin
Page 9 of 49

We bring forth for our clients a wide assortment of G. I. Pin. which find application in various buildings for offering grip
against inner walls of the tubes. This pin is suitable for use as compression joints in tubes with minimal tension.

Compression Type Hardware Fittings

We are trusted name in manufacturing; exporting and supplying Compression Type Hardware Fittings that are made
up of high quality raw material. The offered range is highly acknowledged for their strength, rust resistance and
durability among our honored clients. In addition, we also provide accessibility of this range in different grades,
shapes, colors and sizes in accordance to the illustration of customers. Further, the offered range is quality tested
under various norms and complies with intercontinental standards as well as guarantee steadiness and are easily
available at cost-effective prices.

Dead End Clamp

We are the most sought after company in the manufacture, supply and export of Dead End And Suspension Clamp.
Uniquely formulated at our state of the art center, these suspension clamps have exceptional quality and available in
wide-ranging technical specifications. Based on the advanced technology and tools, these suspension clams have
number of constituents by which it operates quite smoothly. To conclude, these suspension clamps could be
purchased at suitable prices by our clients.

Earthing Coil
We manufacture a wide range of GI strip coils for our esteemed clients. These are made of high quality raw material
with the use of various sophisticated machines and equipments. We provide these to our clients in customized sizes
and specifications to meet the varied requirements of our clients.

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Earth Ware Suspension Clamp

We are offering the product related to power transmission line product of LT & HT Sectors such as all type of
clamp,trefoil clamp,hanging clamp,tension clamp,dead end clamp,nuetral clamp,suspension clamp,top clamp,PG
Clamp,Earth wire clamp,tee clamp,back clamp,stay sets,safty mat,Rubber Mat,Piercing connector type-1 & type2,Anti climbing device,Danger board,Gaurding Barket,Insulator,Number Plate,LT Shakel Insulator,Bus Type
Insulator,Disc Insulator,Pin Type Insulator,Cable Route Markers,Isolator & Distribution Box etc.

Eye Hook
We are a leading manufacturer and exporter of Eye Hooks. Fabricated from finest quality raw material, they find
diverse application in various industries.

Insulator Hardware Fitting

We manufacture superior quality of Insulator Hardware Fitting that finds extensive application in electrical, electronic
appliances, Made from quality raw material, these product are highly functional and are long-lasting.

Page 11 of 49

Jumper
Leveraging on our industrious workforce, we are able to manufacture, supply and export H Jumper For Zebra
Conductor. Developed from qualitative material, these jumpers are highly demanded and give great performance for
years. Robust construction, excellent functionality, impeccable finishing are the highlights of these jumpers which
adheres to the industry code of conduct. Last but not the least, these jumpers for zebra conductors are obtainable at
reasonable prices.

H H Ball Eye
What separates our company from the other companies is our expertise in manufacturing, supplying and exporting
HH Socket Eye. Truly versatile, these HH Socket Eye are engineered with perfection and finished smoothly. These
HH Ball Eye are put to comprehensive test in the industrial parameters and are available in wide ranging
specifications. Finally, these HH Socket Eyes are available at leading market prices.

H H Socket Eye
What separates our company from the other companies is our expertise in manufacturing, supplying and exporting
HH Socket Eye. Truly versatile, these HH Socket Eye are engineered with perfection and finished smoothly. These
HH Socket Eye are put to comprehensive test in the industrial parameters and are available in wide ranging
specifications. Finally, these HH Socket Eyes are available at leading market prices.

Steel Deadend

Page 12 of 49

We are the leading manufacturers and suppliers of industrial castings, now offering a wide collection of Steel Dead
End Clamp to our valued clients. These Dead End Clamp are manufactured with superior quality raw material a in
order to keep the customer satisfaction in mind.

P G Clamp
Our product range includes a wide range of PG Clamp.

Single Bolt Tc Clamp

We are specialist in Stainless Steel Fitting for Dairy Industries, Food & Beverage, Pharmaceuticals & Chemicals Plant
etc.

Yoke Plate
We have firmly positioned ourselves as the most prominent manufacturer of a durable range of Tower Side Yoke
Plate. We continuously strive to meet and exceed the needs of our valuable clients to provide them the best products
according to their needs and requirements. Apart from this, these products are available in the market at various
shapes, sizes and specification at market leading prices.

Page 13 of 49

Stay Set
The precision engineered Stay Sets offered by us. Designed with precision, these are manufactured in accordance
with international quality norms.

Repair Sleeve
Half Sole ends have sheared square edges for fillet welding, unless square end bevel is requested, and are available
in maximum lengths of: Dimensional Requirements Longitudinal edges are beveled to 30 degrees (+5 degrees -0
degrees), with a root face (land) of 1/16" (+-1/32"). This will be a mechanical type bevel or by plasma torch burning.
Beveled ends are available upon request. Inside diameter (I.D.) of each Half Sole is fabricated to match the outside
diameter (O.D.) of standard nominal line pipe (bare) with tolerances.

Q Type Ball Clevis

Fostered with immense years of industry experience, we are engaged in offering a wide gamut of Ball Clevis that is
used to join two separate heavy parts together. We manufacture this clevis with the help of advanced technology
using supreme quality raw material in compliance with the industry standards. Available in varied sizes, we offer this
ball clevis at very nominal price to the clients.

Page 14 of 49

Double Plate Link

The precision engineered Stay Sets offered by us. Designed with precision, these are manufactured in accordance
with international quality norms.

Line Hardware Fittings

We are a quality conscious company engaged in manufacturing and exporting of a wide range of Transmission Line
Hardware Materials. These are highly demanded in various engineering related and transmission Lines. Our range
maintains the voltage at any part of an electrical system at a known value so as to prevent over current or excessive
voltage on the appliances or equipment.

Aluminum Suspension Clamps

We manufactures Standard series Tube clamps DIN 3015- Part-1 that ensure high quality standards constantly. ME
Standard series Tube clamps Din 3015-Part-1 are available for Tube od 6mm to 76mm, 1/4"od to 3"od, 1/8"NB to 2
1/2"NB.

Vibration Damper
We offer Vibration Damper With Clamp Keeper to our clients. These are manufactured from quality raw material.

Page 15 of 49

Stay Rod
We are the manufacturer and exporter of all forging components including Stay Rod of different ranges as per
customer requirement.

Type Cable Lug

Manufacturer & Exporter of Lugs & Cable Lugs. Our product range also comprises of Tubular Lugs and Sheet Metal
Lugs.

Angle Iron
Our GI Angles are widely appreciated by our clients in domestic as well as international markets. We are successfully
engaged in the production, supplying exporting of high end steel GI Angles. These are angles are precision
engineered as per industrial standards keeping in mind the clients requirements.

Galvanized Angle Iron

We are recognized manufacturer and supplier of Galvanized Iron Angles. These are manufactured using supreme
raw material procured from trustworthy and renowned vendors of the industry. Used in mounting brackets, lintels
these are widely appreciated by the clients. Known for corrosion resistance, heat and temperature resistance, wear
and tear resistance, durability, strength, these are widely appreciated by the clients. Offered as per the customers
specifications, these are available at marketing leading prices and offered within the stipulated time frame

Page 16 of 49

Transmission Line Tower

We undertake installations for single circuit transmission lines. The tower Line work involves Survey, check survey,
and span calculations which are very much essential for tower extensions. The advantages of our services are as
follow: Tower designs and prototype approval is done Towers are for 110 KV, 132 KV, 220 KV and 400 KV
Tower line design with towers of 20, 150, 300, and 600 Complete bill of material is done The foundation details
such as marshy land, water, hard rock and DFR are given Foundation Tame plates are also supplied for erection.

U Clamp
Designed for clamping insulated and plain pipe to structural channel supports such as trapeze hangers ,floor stands
and wall brackets.

New Tower
We are manufacturer & supplier of New Tower.

Scaffolding Cross Braces

In the series of our products, we are also manufacturing, supplying, trading and servicing Scaffolding Cross Braces. A
team of skilled engineers and efficient workers manufacture these products with complete dedication and devotion
towards their respective work. These products are compact in design and dimensionally accurate. We offer these
braces in different sizes in order to cater to the different demands of clients. Cross braces of scissor type are made of
20 NB (28 mm) OD tubes and are used to connect frames rigidly.

Page 17 of 49

V Cross Arm
Deys Power Project is one of the leading manufacturer of V Cross Arms, that's finds its application in electricity and
telephone lines. These cross arms are manufactured using premium quality raw material and are widely appreciated
for its durability, design accuracy and performance.

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RESEARCH METHODOLOGY

Page 26 of 49

It is way to systematically solve the research problem. It may be understood as science of

studying how research is done scientifically. To complete a research successfully it is
required to study the subject thoroughly. As the prime objective of the project is to know the
consumer behavior while purchasing a refrigerator, a research methodology adopted t at is
basically based on the primary data which has been collected during my internship.
Secondary data has been used to support the primary data whenever needed.

RESERCH DESIGN:
A research design is the determination and statement of the general research approach or
strategy adopted for the particular project. It is the heart of the planning. If the design adheres
to the research objectives, it will ensure that the client need will be served.
Research design is a plan structured and strategies of investigation. It is the arrangement of
condition and analysis of data in a manner to combine relevance to the research purpose with
economy in procedure.

In order to achieve the objective it was necessary to talk to the customers and public
to draw the conclusion regarding the objective.

For visiting the customers and public to collect the relevant information and
documenting those; a questionnaire has to be needed. The questionnaire was provide
to me and that was in such a manner achieve the objective of the research.

NATURE OF RESERCH:
Quantitative type of research has been used. AS all the data was based on numerical figures
obtained in the survey.

TYPE OF QUESTIONS:
The questions were self-administered, with a view to obtain maximum information from the
respondent that is way the questions were straightforward.

DATA COLLECTION:
Page 27 of 49

There are two type of data collection method:

Primary Data
Secondary Data

PRIMARY DATA:
I have taken great care while collecting primary data to answer that it is relevant, accurate
and correct and unbiased.
I met them personally to get the primary data with the help of face to face Interview and
Questionnaire.

SECONDARY DATA:
Secondary data consists of information that already exists somewhere, having been collected
for another purpose. I have collected secondary data from the websites of different operators.
Secondary data in this study has provided me an insight and helped me to form an outline for
the core objectives established. Here the secondary data has helped me to understand the
consumer behavior of the other series of refrigerator of Whirlpool.

SAMPLE SIZE:
I have taken sample size of 60 customers of refrigerator.

SAMPLING UNIT:
The respondents who were asked to fill out the questionnaires are the sampling units. These
comprise of Government employees, businessman, bachelors, Spouse etc.

SAMPLING AREA:
I had to collect data from the customer of Anand Electoniks Govindpuri South Delhi.

QUESTIONNQIRE:
A Questionnaire is research instrument consisting of a series of questions and other prompts
for the purpose of gathering information from respondents. For my project, questionnaire
format was given by my company guide.

DATA ANALYSIS
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I had made people aware that the new refrigerator has been launched demonstrated the new
refrigerator Neo I-Chill to 170 customers. Some of the customers knew about the new
refrigerator Neo I-Chill and most of them did not know about the Neo I-Chill. And after
getting information many of them shown their interest for that new refrigerator to purchase
and some of them purchased that refrigerator. I have collected their responding and analyzed
those.
While collecting data directly from the customer, many questions had been asked and had
been noted down those data. Now, at the end my project I have analyzed the collected data.
Here are some representation of my analysis of primary data and secondary data.

1) Do you know about the new Whirlpool refrigerator Neo I-Chill

Interest about Neo I-Chill

YES

No

40%

60%

Interpretation:

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I demonstrated the Whirlpool refrigerator Neo I-chill and took notes from the customers
through the questionnaire. According to the questionnaire survey (responds given by the
customer), I found that there are 40% people interested to purchase the Neo I-Chill.

2) How do you know about Neo I-Chill?

Know about Neo I-chell

12%

6%
magazine

37%

newspaper
10%

35%

online

through friend
others

Interpretation:
When I asked the customer, how do you know about Neo I-Chill refrigerator I got too many
response. The major responses were Magazine (12%), Newspaper (6%), online (35%),
through friends (10%), other (37%). From the analysis, we can understand the reason for
which they preferred Neo I-Chill.

3) Which factor influence you more in your buying decision

Page 30 of 49

Influnce to buying decision

15%

30%
Brand image

25%

Price
Quality
30%

After sales service

Interpretation:
When I asked the customer, Which factor influence you more in your buying decision
behind Neo I-Chill refrigerator I got too many response. The major responses were
Brand image (30%), Price (30%), Quality (25%), after sales service (15%). From the
analysis, we can understand the reason for which they preferred Neo I-Chill.

4) Who influenced you more in your buying decision?

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Buying Ducision

33%

40%

Self
Friends
Family member
12%
15%

others

Interpretation:
When I asked the customer, who influenced in your buying decision on Neo I-Chill
refrigerator I got too many response. The major responses were Self (40%), Friends
(15%), Family member (12%), other (33%). From the analysis, we can understand the
reason for which they preferred Neo I-Chill.

5) What are you prefer of Neo I-Chill?

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Prefer in Neo I-Chill

13%
34%

Deep freezer
30%

Tower cooling
Capcity
23%

Others

Interpretation:
When I asked the customer, the reason behind preferring Neo I-Chill
refrigerator I got too many response. The major responses were Deep
freezer (34%), Tower cooling (23%), capacity (30%), other (13%). From the
analysis, we can understand the reason for which they preferred Neo IChill.

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6) SALES REPORT OF WHIRLPOOL REFRIGERATORS DURING MY

INTERNSHIP AT ANAND ELECTRONIKS GOVINDPRRI DELHI.

Neo I
chills

6 units

others

9 units

Interpretation:
I sold 15 units of refrigerator during my 8 weeks of internship. Out of 40% were the new
refrigerator Neo I-Chill and 60% was other Whirlpool products. During the tenure of my
internship, I got too many things about the feedback of Whirlpool refrigerators, consumer
behavior while selecting and purchasing a refrigerator.

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7) PURCHASE DECISION MAKER:

Buying Decision Making

30%

70%

Male
Female

Interpretation:
While selling the refrigerators, one important concept I got to found that 30% of the
purchase decision makers were male and 70% of the purchase decision makers were
female. So I understood that female playas a good role for making the purchase decision.

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FINDINGS
There are various factors that influence the purchase decision of a customer. These
factors can be grouped as demographic, social, cultural factors etc. Customers try to
purchase and maintain a variety of products that satisfy their current and future needs.
Basically there are two factors consumers consider while purchasing or choosing a
refrigerator those are:
Capacity: They choose their refrigerator based on

Family size and food habit.

Family of 2 could do with a capacity of 160 to 200 liter.
Add 20 liters for every additional member.

Star Rating: They consider the star rating of the refrigerators because they know that
higher the star rating, lower the power consumption and the power consumption and so
reduce the electricity bill.
However except the two major factors there are so many other factors they consider while
making their purchases decision. Those factors are:

External Factors:
The External factors that influence the purchase decision of consumer in the age group of
30 to 40 for a refrigerator are1) Family
2) Reference Group
3) Social Class
4) Celebrity and Opinion Leader
5) Occupational Subculture
6) Media Habits
7) Indian Culture
8) Demographic Details
Various factors and their influence on the purchase of Refrigerator:
1) Family:
Spouse is the major influencer (Advice of other family members like mother
and family friends also plays an important role.
2) Reference Group:
Influenced by sites and brand ambassadors.
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3)

4)

5)

6)

7)

8)

Neighbors also play a role of reference group.

Social Class:
All social class- value for money and many even consider it as style as it fit to
home doctor.
Celebrity and Opinion Leader:
Purchase is influenced by Salesman in showrooms.
Celebrities were an important Opinion leader and play role as influencers.
Occupational Subculture:
Working Professional: Needs medium capacity range refrigerator.
Monthly income doesnt play significant role in deciding the capacity of
refrigerator.
Media Habits:
Use media to gather information (i.e. thru advertisements)
Prefer intermit to compare feature so more and more information should be
available on internet.
Indian Culture:
Bright colors preferred.
People prefer to buy on auspicious occasion and festival like Durga Puja, Diwali,
Dhanteras and Eid.
Demographic Details:
Prefer Style as it fit to home dcor.
They set their maximum budget according to their affordability like, a bachelor
sets his budget for a refrigerator purchase is Rs. 12,000 and in case of homemaker
or a family set their budget as Rs. 20,000 and above.

INTERNAL FACTORS:
There are various internal factors that also influence the consumer buying behavior:
CAPACITY
STAR RATIG
SIZE

FEATURES
However all consumers want value for money and after sales service are important for
all. Vegetarians look for more space in vegetable box where as non-vegetarians look for
spacious deep freezers.
The internal factors that influence the purchase decision of these consumers for a
refrigerator.
Need for the refrigerator (whether need is physiological or esteem)
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Personality of the buyer: Whether he is extrovert or introvert, open to experiment.

Level of involvement of the buyer with the refrigerator.
Motivation towards the refrigerator whether it is latent or manifest.
Emotions towards the refrigerator: Which dimension will it satisfy amongst the
pleasure, dominance and arousal?
Brand personality as perceived by the buyer and how he relates it to his own
personality.
Attitude of the buyer towards the refrigerator or the brand.
Self-concept of the buyer, his thought and feelings towards the refrigerators/brand
having reference to himself as an object.
Loyalty towards a particular brand of refrigerator.
Positioning of a particular brand in the mind of the buyer.

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4P`s approach
1) Product

Aesthetics (looks, color) are major consideration while purchasing refrigerators so

wide range of color should be available to fulfill the demand of the maximum
customers.
After sales service is the main attributes being looked while purchasing the
product.
More features and maximum self space inside also looked while purchasing the
refrigerator so more shelves to be provide in door side of the refrigerator so that
more bottles can be kept inside it.
2) Price
All customer look for Value for money. Mostly people are price conscious while
purchasing the product.
Low price also act as social barrier as people consider low price refrigerator as a
low quality product.
Price is not the major constraint are provided additional feature needed by the
customers.

3) Place

Location of showrooms is not the most after criteria in the purchase decision
because refrigerator is a high involvement product and customers are ready to
travel for purchasing refrigerators. But show room should be at such a place
where other competitors are also available because people always went to make
comparison.
Since India is very rich in its customers and tradition, a number of festivals are
celebrated throughout the year. People prefer to do major purchases during
festival and special occasions so marketer should take this as an opportunity and
provide maximum range of the products.

4) Promotion

All communications that are employed by a marketer are referred to as promotion.

It has four main segments which are also referred as the promotion mix. They are
advertising public relations, personal selling and sales promotion.

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CONSUMER DECISION MAKING PROCESS:

Need recognition and problem awareness

Information search

Evaluating Alternatives

Purchase

Post purchase Evaluation

Need recognition and problem awareness:

Here customers find that his old refrigerator is not working properly. And not giving
sufficient cooling.

Information search:
Customer does an external search about the product being offered by the brands which
are in his evoked set.
Sources of information
Personal sources: Customer fined the option from his personal contact first for
example they take opinion from their friends, colleagues, family members etc.

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Experiential sources: Customer visits the local showroom and has a look at the
options in their evoked set before finalizing the purchase.

Evaluating Alternatives
Customers are aware of many brands of refrigerator through visiting the show rooms and
they try to make comparison among the brands and among the models. Customer
compare refrigerators economically, capacity wise, storage wise, star rating etc. since
they become confused they do ask to the salesman and try to sort out the things.

PUCHASE:
After eliminating too many confusion about a brand which brand and which model to
purchase, customer come to solution to a particular model.

POST PURCHASE:
Customer always expects post purchase service, if a brand fails to serve that the customer
will not consider the next purchase preference to that brand, and if that bran shown the
ability to serve that, customer will remain loyal to the brand.

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AIDA MODEL
The AIDA model encapsulates this sequence and can assist in the planning of any
communications campaign:
A-awareness/attention- Making the consumer aware of the product and getting their
attention. I had made people aware the new refrigerator Neo I-Chill had been launched in
the market.
I-interest_ Generating interest in the product/service on offer. I had made people know
about the new features technology that are enabled with the new launched refrigerator.
D-desire - Through awareness and interest, I had created the customer desire for the Neo
I-Chill.
A- Action - Stimulating the target to purchase the product/service. Many customers have
been impressed with the product and service offered and they have their own
decision.

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SWOT ANALYSIS OF NEO I-CHILL:

SWOT analysis is a good tool to evaluate a product, from which we can understand what
are the strengths, weakness, opportunity and threats of that particular product in the
present market scenario.

STRENGTH:

Neo I-Chill is a latest series of whirlpool refrigerator, having good technologies

that are 6th sense technology, cooling gel, auto cooling, freshonizer etc.
Neo I-Chill is a product from the house of good brand whirlpool.

WEAKNESS:

Low advertisement.
High Price.
Its color is not preferred by the customer.

OPPORTUNITY:

Neo I-Chill is having good opportunities that it can grab a large market.
Life style trends towards latest product.

THREATS:

Competition among the major competitor brands like Samsung, LG and Godrej.

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CONCLUTION
Through that project I got to know many things that are related to the purchase of a
refrigerator, excepting this I got to know the various home appliance products available
in ---------like washing machine, micro wave and air conditioners etc. and I also got to
know the customer and selling and marketing concept at Delhi city.

Consumer acceptance on price of the product:

In a country like India where every customers are price sensitive, it is not easy to give
them price satisfaction specially when they buy a frost free 240lt and above capacity
refrigerators, but they can be impressed by better product with batter technologies. The
entry of Neo I-Chill by Whirlpool India Ltd is enabled with batter technology like flexi
chill 6th sense technology, tower cooling etc. give them satisfaction about the product.
However, the customers do comparison while purchasing double door Forts Free
refrigerators. There are some competitors of Neo I-Chill in the market which I would like
to mention, those are as follows:
Neo I-Chill: 242 L- price-19000 (MRP-20000) Grey
SAMSUNG: 253 L-price - 20500 (MRP-21900)
Neo I-Chill: 262 L-price 24000 (MRP-25200) silver orchid
SAMSUNG: 275 L price- 30000 (MRP-31900) black design
Neo I-Chill: 340 L- price 31700 (MRP33300) Graphite
SAMSUNG: 331 L- price -30000 (MRP-31900) Silver
Neo I-Chill: 410 L- price -43000 (MRP-44000) Graphite
SAMSUNG: 412 L price 48000 (MRP-50500) steal
Neo I-Chill: 480 L- price 50500 (MRP-53500) Real steal
SAMSUNG: 551 L- price 59500 (MRP-61500) steal
Customers get their attraction by colors and batter technologies, if they find that they are
getting good color with batter technology thy will prefer that brand. Now considering
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Neo I-Chill, it has batter technologies but if the customers find batter color on other
brands they easily shift to the other brands like LG, SAMSUNG.

Feedback of Neo I-Chill:

Customers select a refrigerator on basis of certain parameters like1) Capacity.
2) Space.
3) Color
4) Advance technology.
While dealing with customers I find, customers like the storage capacity of Neo I-Chill,
the advance technology of Neo, which satisfy the customer most but when it is the
question of color, especially female customers are color choosy so they are attracted by
the color of Neo. I surveyed the customer with certain question-answer, where they have
clearly mentioned the advanced technology of Neo (like 50% faster ice making, flexi cool
etc.) has attracted them most.
While purchasing of a refrigerator, every customer want a latest product with better
technology enabled and good interior and exterior part. But if a family (husband and
wife) comes for the purpose of purchasing of a refrigerator, women always select the
model and make purchase decision and women are color choosy so, they always go for
the exterior look of the refrigerator. The flower design of other brands present in the
outlet attracts them and they choose the refrigerator. However, they admit that the
technology and storage capacity present in Neo is good and if they select the refrigerator,
technology, wise they easily go for Neo. And it has been that especially the financial
scheme of Neo has satisfied the customers.

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RECOMMENDATION
As a new refrigerator Neo I-Chill is excellent but the colors should be more
attractive.
It should maintain proper stock.
Neo I-Chill is having good features in it and it is now in introduction phase of its
product life cycle, so new, different and attractive range with lower capacity of
refrigerator should be lunched and therefore to show its superiority over the other
competitor brands.
Indian consumers are price sensitive so they want the same features enabled in
Neo I-Chill with lower price. So, price should be set taking care of those
consumers.
Products and its features are excellent but there should be some more promotional
activities like TV ads, to promote the new product in market.
Advertisements should be focused on homemakers because they are the primary
influencers; mostly joint decision is taken where as the financer is husband.
Extended after sales service can be used as pull strategy of promotion to attract
the customers as all customers consider it as main attribute while purchasing the
product.
Internet is other sources of gathering information about refrigerators and hence
the product should be heavily promoted there.

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ANNEXURE:

QUESTIONNAIRE

Name:

_____________________________________________

Address: _____________________________________________

____________________________________________________

Contact No: ___________________________________________

Email ID: _____________________________________________

Age: _________________________________________________

8) Gender
Male

Female

9) Do you know about the new Whirlpool refrigerator Neo I-Chill

Yes

No

10) How do you know about Neo I-Chill?

Newspaper
Magazine
through Friends

Others

11) Which factor influence you more in your buying decision

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Brand image

Price

Quality

12) Price Range

15,500-25,500
35,500-45,500

after sale service

25,500-35,500
45,500-55,500

13) Who influenced you more in your buying decision?

Self
Friends
Family member

others

14) What are you prefer of Neo I-Chill?

Deep freezer
Tower cooling
Capacity
Others
If others ________________________________________
15) Capacity
242
360

262
410

292
450

340
480

16) Suggestion/Problems, if any

_______________________________________________
_______________________________________________
_______________________________________________

ANALYSIS: I have used pie charts and some other statistical measure to analyze the
responds.

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BIBLOGRAPHY

Websites:
www.google.com
http://www.whirlpoolindia.com/
Whirlpool magazine

Books:
Marketing Management by Philip kotler.

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