A

PROJECT REPORT
ON
THE STUDY OF CUSTOMERS DEMAND OF VARIOUS ONLINE FURNITURE
PRODUCTS FOR GODREJ VENTURE U AND US INTERIORS

SUBMITTED TO
SAVITRIBAI PHULE PUNE UNIVERSITY
IN PARTIAL FULFILMENT OF THE COURSE
BACHELOR OF BUSINESS ADMINISTRATION IN
INTERNATIONAL BUSINESS
BY
RISHABH JAIN
B.B.A-IB SEMESTER-VI
ROLL NO – 5119

UNDER THE GUIDANCE OF THE PROJECT GUIDE

PROF. DR.SHRISHTI GANGALAY

MARATHAWADA MITRA MANDAL’S COLLEGE OF COMMERCE

PUNE 411004
YEAR 2018 -2019

1
 DECLARATION

I hereby declare that the work presented in this report entitled:

“THE STUDY ON CUSTOMERS DEMAND OF VARIOUS ONLINE FURNITURE
PRODUCTS FOR GODREJ VENTURE U AND US INTERIORS” was carried out by
me under the supervision of Dr. Shristi Gangalay from November 2018 to January 2019.
This work or any part of this work is based on original research and has not been submitted
by me to any university/ Institution for the award of any diploma or degree.

Date
Place -PUNE RISHABH JAIN
TY BBA IB

2
ACKNOWLEDGEMENT

I would like to express my sincere thanks to the Savitribai Phule Pune University and
Marathwada Mitra Mandal College of Commerce for giving me the opportunity to prepare
and present this report.
“There is a good saying that the work is successfully completed if the person is guided
properly at the right time by the right person”, with that the good opportunities that we
receive as well as the efficient supervision and the most valuable the internal guidance.
Hereby I would like to express my deep gratitude to our ‘Prof. Dr. SHRISHTI
GANGALAY’, who in her busy schedule provided us with full support and encouragement,
her whole hearted co-operation throughout the progress and the completion of the project.
Last but not the least I would like to thank my friends for their encouragement and direct or
indirect support in completion of the project.

MR. RISHABH JAIN

T.Y.B.B.A (IB)

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 INDEX

CHAPTER TOPIC PAGE

NO. NO.

1. INTRODUCTION

1.1 OVERVIEW OF THE TOPIC

1.2 OBJECTIVE OF THE STUDY 5-9
1.3 SIGNIFICANCE OF THE STUDY
1.4 SCOPE OF THE STUDY
1.5 SAMPLE DESIGN
1.6 LIMITATION OF THE STUDY

2. COMPANY PROFILE

2.1. COMPANY OVERVIEW AND INDUSTRY OVERVIEW 10-18

2.2. PRODUCT DETAILS
2.3.DEPARTMENT CLASSIFICATON

3. REVIEW OF LITERATURE 19-20

3.1.CONCEPTS

4. RESEARCH METHODOLOGY

4.1. CONCEPT OF RESEARCH 21-27

4.2. TYPES OF RESEARCH
4.3 METHODS OF DATA COLLECTION
4.4. SAMPLE DESIGN
4.5 SAMPLING TOOLS AND TECHNIQUES
4.6. RESEARCH LIMITATIONS

5. DATA ANALYSIS AND INTERPRETATION 28-38

6. FINDING, SUGGESTION AND 39-42

CONCLUSION

7. BIBLIOGRAPHY 43

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CHAPTER – I

INTRODUCTION

5
OVERVIEW OF THE TOPIC

The Indian e-commerce industry is growing by leap and bound. A major portion of the share
is enjoyed by furniture retailers. Though this segment faces many problems, it is still making
the profit and thriving in the competitive market. The Indian furniture industry is huge and
ranked fifth largest market in the world.Moreover, there are many upcoming startups working
to make a niche in the wood market.

The ₹1,40,000-crore Indian furniture market is highly fragmented and unorganised. Within it,
the online market accounts for a mere ₹750 crore. But it is growing rapidly and expected to
be worth ₹15,000 crore in the next three years.

Consumers in both small towns and metros are choosing to buy furniture and furnishings
online, not only for the discounts but also for the wider choice and after-sales service.
Increased Internet penetration and growth in smart-phone usage are also driving growth.
In an age where virtually anything can be bought and sold online, it is no wonder that the
online furniture sales business is booming.

Furniture as an online commodity has a certain specific set of problems – firstly, it is difficult
to have a warehouse full of pre-made furniture items, as opposed to easy to produce objects
like books. Secondly, the consumer had to get over the initial inertia associated with buying
furniture off the internet. Thirdly, furniture has generally been seen as an object with a large
shelf life, i.e., the cycle of replacement of furniture did not leave scope for quick online
transactions.In the past few years, most of these problems have been tackled. The online
consumer has become desensitised of their notion of apprehensiveness towards making a big
online transaction. However, while major e-commerce players in fashion and electronics have
witnessed massive customer adoption over the past few years, the furniture market is yet to
reach such an exalted position in the online space.

This project is a detailed research on the growth and market place of today’s online furniture
industry with examples of newly found startups and also the study of already established
giants in furniture e-commerce.

ONLINE FURNITURE BUSINESS IN INDIA

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In the next 20 years, it’s likely that the residential furniture market will grow by ten times.

It’s a factor of the unprecedented growth of residential areas.Online furniture portals like
Urban Ladder, Pepperfry, FabFurnish, etc. are some of the existing key players in online
furniture ecommerce, and there are more on the way, adding to the diversity of options for
customers.

In an age where virtually anything can be bought and sold online, it is no wonder that the
online furniture sales business is booming. Furniture as an online commodity has a certain
specific set of problems – firstly, it is difficult to have a warehouse full of pre-made furniture
items, as opposed to easy to produce objects like books. Secondly, the consumer had to get
over the initial inertia associated with buying furniture off the internet. Thirdly, furniture has
generally been seen as an object with a large shelf life, i.e., the cycle of replacement of
furniture did not leave scope for quick online transactions.
In the past few years, most of these problems have been tackled. The online consumer has
become desensitised of their notion of apprehensiveness towards making a big online
transaction. As a result, not just furniture but items like second-hand cars are also making a
mark on the online retail market.

Currently, the Indian online retail market is slated to gross around $15 billion. Approximately
4% of this figure is attributed to the home decor and furnishing category. The domestic
products and home furnishing market, on the other hand is estimated to be at around $32
billion. Technavio’s analysts forecast the online home décor market in India to grow at a
CAGR of 50.42% in revenue over the period 2014-2019. These are no small numbers.
This is why there has been such an explosion of the online furniture market. So,, here are the
top eight online furniture competitors in India:

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OBJECTIVE OF THE STUDY
• To understand the importance of E-commerce in furniture industry.

• To study different criteria services time,product, price, design for selecting different
furniture online and offline
• To understand the problems faced by Godrej ventures in selling furniture online.
• To understand the problems faced by customers while purchasing online furniture.
• To understand various factors effect while purchasing online furniture.

SIGNIFICANCE OF THIS STUDY

• Online furniture business occupies the fifth largest online marketplace and it has been
seen to go upwards in the coming years.

• There are many advantages of furniture e-commerce to the customers as well as going
online helps the furniture company open itself to the world wide market.

• Although Indian market is not yet totally open to buying furniture online, so this
market faces a lot of challenges.

• This project is made to have a clear understanding of how furniture is sold online &
the customers behaviour towards buying furniture online by Godrej ventures.

• It is to know the furniture industry online, it's giant market members and also the
upcoming new members and their growth structure.

• It will help to get a future idea of where this industry is going in future years.

SCOPE OF THE STUDY

• This study aims to understand the massive contribution of online market as a part of
furniture business.
•This study helps us to know its splendid efforts towards promotion in practice and also to
find out some challenges in using online marketing for selling furniture online.

•The study helps to understand the different concepts of how furniture is sold online by
Godrej ventures

.• This study helps to understand and know how to deal with different kinds of customers or a
clients and how to make an impressive online campaigns.
• It helps to understand all the necessary changes so as to make buying furniture online a
better experience to customers.

8
Sample Design of the study
1. Data Collection
a. Primary Data
The primary data will be collected by directly interacting with the customers with the help of
questionnaires. The primary data such as sales figures will be collected from the dealer
directly.

b. Secondary Data
The secondary data will be procured from the company’s website, SIAM, Wikipedia
and other trusted websites. The secondary data will also be generated from various
automobile magazines, journals, etc.
2. Sample size and Sample area
The sample size is of 100 customers (edited) and the sample area consists of whole Pune
District

3. Sample technique:
The sample technique used will be Simple Random Sampling. It will give the clear and
average idea, as the subjects will be selected randomly.

Limitations of the study

Consumers are not interested to give their opinion about the subject
There are many people don’t know difference between various online services.

In this study we felt that some consumers are not able to recollect their past experience
regarding their Furniture.

With respect to actual population the sample size is too small. This might be effect the final
result.

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CHAPTER- II

COMPANY OVERVIEW AND INDUSTRY

OVERVIEW

The Godrej Group is an Indian conglomerate headquartered in Mumbai, Maharashtra, India,

managed and largely owned by the Godrej family. It was founded by Ardeshir
Godrej and Pirojsha Burjorji Godrej in 1897, and operates in sectors as diverse as real estate,
consumer products, industrial engineering, appliances, furniture, security and agricultural
products.[4] Subsidiaries and affiliated companies include Godrej Industries and its
subsidiaries Godrej Consumer Products, Godrej Agrovet, and Godrej Properties, as well as
the private holding company Godrej & Boyce Mfg. Co. Ltd.

Godrej Group

Type Private

Industry Conglomerate

Founded 1897; 122 years ago[1]

Founder Ardeshir Godrej

PirojshaBurjorji Godrej

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Headquarters Mumbai, Maharashtra,India

Area served Worldwide

Key people Adi Godrej

(Chairman) [2]

Products Aerospace
Agriculture
Consumer goods
Home appliances
Chemicals
Construction
Electronics
Furniture
Real estate
Security solutions
Infotech

Revenue US$4.1 billion (2015)[3]

Number of 28,000 (2016)

employees

Subsidiaries GCPL, Godrej Infotech

Ltd, Godrej Industries
Ltd, Godrej Properties, Godrej
Agrovet, Godrej & Boyce

Website www.godrej.com

Timeline
1897- Godrej was established in 1897
1897- Godrej introduced the first lock with lever technology in India.
1902 - Godrej makes its first Indian Safe
1918 - Godrej Soaps Limited incorporated

1920 - Godrej made soap using vegetable oil, which was a huge hit with the vegetarian
community in India
1955 - Godrej produced India's first indigenous typewriter

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1961 - Godrej Started Manufacturing Forklift Trucks in India
1971 - Godrej Agrovet Limited began as an Animal Feeds division of Godrej Soaps
1974 - Veg oils division in Wadala, Mumbai acquired
1988 - Godrej Properties Limited, another subsidiary, established
1989 - Godrej became the first Indian company to introduce PUF (polyurethane foam)
1991 - Foods business started
1994 - Transelektra Domestic Products acquired
1995 - Transelektra forged a strategic alliance with Sara Lee USA
1999 - Transelektra renamed Godrej Sara Lee Limited and incorporated Godrej Infotech Ltd.

2001 - Godrej Consumer Products was formed as a result of the demerger of Godrej Soaps
Limited. Godrej Soaps renamed Godrej Industries Limited
2002 - Godrej Tea Limited set up
2003 - Entered the BPO solutions and services space with Godrej Global Solutions Limited

2004 - Godrej HiCare Limited set up to provide a Safe Healthy Environment to customers by
providing professional pest management services

2006 - Foods business was merged with Godrej Tea and Godrej Tea renamed Godrej
Beverages & Foods Limited

2007 - Godrej Beverages & Foods Limited formed a JV with The Hershey Company of North
America and the company was renamed Godrej Hershey Foods & Beverages Limited
2008 - Godrej relaunched itself with new colourful logo and a fresh identity music
2010 - Godrej launched GoJiyo a free, browser based 3D virtual world
2011 - Godrej & Boyce shuts down its typewriter manufacturing plant, the last in the world.

2014 - Godrej kick-starts Masterbrand 2.0 – bigger & brighter; Launches FreeG; India’s first
non-web based mobile browsing experience, 18 November 2014

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Social responsibility

The family has a philanthropic arm that has built schools, dispensaries and a residential
complex for their employees. Trusts established by Godrej continue to invest in education,
healthcare and upliftment of the underprivileged. Godrej is a supporter of the World Wildlife
Fund in India, it has developed a green business campus in the Vikhroli township of Mumbai,
which includes 200 acr mangrove forest and a school for the children of company employees.
Twenty-five percent of the shares of the Godrej holding company are held in trusts that
include the Pirojsha Godrej Foundation, the SoonabaiPirojsha Godrej Foundation[6] and the
Godrej Memorial Trust. Through these trusts the Group supports healthcare, education and
environmental sustainability initiatives such as The Mangroves,[7]Teach for
India, WWF, Smile Train and the Godrej Memorial Hospital among others.

Zororastrian Parsi family[1] that manages and largely owns the Godrej Group,
a conglomerate founded by Ardeshir Godrej and his brother PirojshaBurjorji Godrej in 1897,
spanning sectors as diverse as real estate, consumer products, industrial engineering,
appliances, furniture, security and agricultural products. Headed by Adi Godrej alongside his
brother, Nadir Godrej, and cousin, Jamshyd Godrej, the family is one of the richest in India;
with an estimated net worth of $11.6bn as of 2014.[2]

History
The family's presence in business began in Bombay in 1897, when Ardeshir Godrej, after
reading a newspaper article about rising citywide crime rates, began developing and selling
locks, with the assistance of his brother Pirojsha. Ardeshir Godrej died childless; Pirojsha
Godrej's sons Burjor, Sohrab, and Naval succeeded in the second generation. Today,
grandsons Adi, Nadir, and Jamshyd manage the group. The initial venture, Godrej Brothers,
has since diversified across sectors and evolved into multiple companies under the umbrella
of the Godrej Group, including Godrej Industries, Godrej Agrovet, Godrej Consumer
Products, Godrej Properties, Godrej Infotech, and the holding company Godrej & Boyce.
Estate in Mumbai
Among the family's most valuable assets is a 3,500-acre estate in Vikhroli, Mumbai,[4] the
value of which is estimated at $12 billion if developed; in 2011, the family announced plans
to develop three million square feet by 2017, through an internal joint venture composed
of Godrej Industries and Godrej Properties. For decades, the family has preserved some 1,750
acres of mangrove swamps within the estate,[6] leading to the 2012 inclusion of Adi Godrej
and Jamshyd Godrej in Forbes magazine's list of the richest green billionaires. On 18 June
2014, Godrej family bought the iconic bungalow of Homi J. Bhabha, Mehrangir, for Rs. 372
Cr through an auction initiated by the National Center for the Performing Arts in Mumbai.

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Members
Ardeshir Godrej, cofounder of Godrej Brothers
PirojshaBurjorji Godrej, cofounder of Godrej Brothers
Burjor Godrej
SohrabPirojsha Godrej, chairman of the Group
Naval Godrej
Adi Godrej, chairman of the Godrej Group
Parmeshwar Godrej, socialite and AIDS activist
PirojshaAdi Godrej, Managing Director & CEO of Godrej Properties Limited
Nadir Godrej, managing director of Godrej Industries and chairman of Godrej Agrovet
Jamshyd Godrej, chairman of Godrej & Boyce

PRODUCT DETAILS

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GRANDE SIDE TABLE
Grande side table has a simple and compact design and two drawers for storage. This side
table can be perfectly placed besides your medium heighted bed. Made of Sheesham wood,
the table is easy to maintain, as Sheesham has a natural resistance to decay. The side table has
two drawers where you can store all the necessary items you require at your bedside.

MAZE BEDSIDE TABLE ( MDF, BROWN )

Nothing compliments your aesthetic sensibilities better than your bedroom. The Maze
Bedside Table with its chiseled details pay homage to intricate garden hedge mazes, and also
to your style.
Light up the room with your favorite lamp placed on its sturdy surface, or keep clutter out of
sight with its dual-drawer design. In rich, earthy tones, it brings your bedroom décor alive.
Whatever be your bedside storage needs, the Maze Bedside Table is sure to deliver.

Lab Solutions

15
Godrej Laboratory Furniture and Engineering Solutions offers complete Design & Build
Solutions to all its customers. As a Turnkey Solution Provider we offer our years of expertise
in converting a new space or an existing one into a fully equipped and functioning laboratory.
Our expertise is in conceptualization, consultancy, supply, installation, validation and
commissioning of laboratory furniture, fume hoods and allied services including:

Gas Piping and Distribution System

Exhaust System
VAV systems for Fume Hoods
HVAC
Electrical Services
Water Supply and Drain System
Flooring, False Ceiling, Partitioning, Civil Works
Clean Room Setup

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LIVA KING BED ( ILLUSION HEADBOARD, WITH STORAGE,
SHELL WINE RED)
Elevate the look of your bedroom by bringing home the Liva King Bed with a Illusion
Headboard and Storage. It is available in a neutral Shell Wine Red shade, making it easier for
it to go well across most themes. Having less space at home will not be an issue as the bed
comes with additional storage at the bottom, that can be used to store.
It ensures you stay comfortable all-night long, with its King sized make, so you do not have
to compromise on your comfort while sharing the bed with others. The illusion headboard
adds to its charm, and will instantly impress your guests

WARDROBE H1
Wardrobes are the wider and deeper options in our cupboard range. Adjustable shelves,
ample hanging space, half locker and a secret compartment are some of the thoughtful
features provided in this modern age interiors. In wardrobes, you have a choice of two
models - H and H1. With H1, you get an additional drawer, lockable security and an
additional hanging rod.

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FUTURE PLAN FOR THE COMPANY
Godrej Interio to invest Rs 400 cr in next 3 years
The company also plans to launch its e-commerce platform by the end of this year

Mumbai: Godrej Interio, the furniture arm of Godrej Group, will be investing around Rs 400
crore in the next three years to enhance its production capacity, a company official said.
"We are looking at an overall investment of close to Rs 400 crore in the next three years, with
new facilities coming up. We are coming up with a facility at Khalapur to expand our
production capacity. The facility will be more for steel furniture and we are already in the
process of expanding for mattresses and sofa in Haridwar," Godrej Interio Chief Operating
Officer Anil Mathur told .
The commissioning of the plants will start in the middle of the second quarter of the next
financial year.
"We are looking at a CAGR of at least 15 per cent for the next five years and the capacities
are being added based on the bottlenecks which are there," Mathur added.
This year the company is eyeing a revenue of Rs 2,500 crore at a growth of 18 per cent.
"Our revenue projection for this year is close to Rs 2,500 crore and we are growing at 18 per
cent. The revenue last year was Rs 1,920 crore. The growth is coming from metros as well as
tier II cities. We are seeing a substantial growth coming from tier II cities," he said.
Branded furniture accounts for a large portion of the company's revenues and Mathur said the
company is coming with two different types of furniture, which can be distributed through
multi-brand outlets and through various retail outlets.
"The focus is on designing and developing products which are multi-functional and also
suiting the changing lifestyles of people," he said.
Godrej Interio, which has 52 company-owned stores, will add another 8-10 stores and Mathur
said the company is now working more on a franchisee model.
The company also plans to launch its e-commerce platform by the end of this year.
Furniture is placed under the 28 per cent tax slab in the Goods and Services Tax (GST)
regime and the company is trying to hold on to the prices.
"We are holding on to the price and we are absorbing because for us the impact is 2-3 per
cent. We are looking at products which are at 2 per cent, how we can absorb those and where
the benefit we are accruing is much higher than the impact of GST, we have already started
passing the benefit to the customer," he said.

18
The city-based firm also exports office furniture to the Middle East and is now looking at
healthcare and laboratory furniture

CHAPTER – III
REVIEW OF LITERATURE

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Definitions: It is important to briefly review the meanings of the terms furniture design,
biophilia and biophilic design, and emotional design, as follows below.

Furniture design: can be defined as the design of movable, functional objects that
support humanactivities such as tables, chairs, sofas, beds and storages. Different types of
furniture are designed to caterfor different types of activities. Furniture designs can be
classified based on the materials from which theyare made, craftsmanship, function, styles,
status, beliefs, cultures, eras, and psychographic and demographic factors (Hinchman, 2009;
Pina`, 2010). Current or contemporary designs are diverse because of new needs, trends,
advances in ergonomics, and the development of new technologies in manufacturing and
materials. Furthermore, furniture designs can also be historical artefacts that provide an
overview on culture and ways of living. For example, a chair can be designed to be a throne
for a king (a luxurious eclectic piece to show status), be used as part of religious ceremonies,
or can just be used by all people in public areas such as offices, schools, parks and malls.

Biophilia and Biophilic Design: as defined by the Dictionary of Environment and Ecology
Fifth Edition (2004), the prefix bio is ‘referring to living organisms’ and the suffix philia is
‘attraction towards or liking for something’. As such, biophilia describes the innate feelings
of people that are associated with nature and living organisms (Wilson, 1984). Moreover,
biophilia theory proposes certain possible reactions and behaviours of humans towards
their environment and how the surrounding environment affects their daily life. Wilson
(1984, p 1) developed Biophilia theory and defined it as ‘the innate tendency to focus on life
and lifelike process.’ Biophilia theory was further developed as ‘biophilic design’ by Kellert
et al, (2008)—this is the application of biophilia theory in the design of the environment,
where the effects of nature on the human mind, emotions and physical well-being are
crucial (Kellert et al, 2008). According to Kellert et al (2008, p3), biophilic design is:

‘The deliberate attempt to translate an understanding of the inherent human affinity to

affiliate with natural systems and processes – known as biophilia, into the design of built
environment’.

20
CHAPTER 4: RESEARCH METHODOLOGY

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4.1 Concept of Research1
As it is indicated in the title, this chapter includes the research methodology of the dissertation.
In more details, in this part outlines the research strategy, the research method, the research
approach, the methods of data collection, the selection of the sample, the research process, the
type of data analysis, the ethical considerations and the research limitations of the project.
A broad definition of research is given by-Martyn Shuttleworth
"In the broadest sense of the word, the definition of research includes any gathering of data,
information and facts for the advancement of knowledge."
Another definition of research is given by Creswell who states - "Research is a process of steps
used to collect and analyse information to increase our understanding of a topic or issue". It
consists of three steps: Pose a question, collect data to answer the question, and present an
answer to the question.

4.2 Types of Research

Research Methodology is a way to find out the result of a given problem on a specific matter or
problem that is also referred as research problem. In Methodology, researcher uses different
criteria for solving/searching the given research problem. Different sources use different type of
methods for solving the problem. If we think about the word “Methodology”, it is the way of
searching or solving the research problem. (Industrial Research Institute, 2010).

Research can be classified in many different ways on the basis of the methodology of research,
the knowledge it creates, the user group, the research problem it investigates.
CONTENTS
 Basic research
 Applied Research
 Problem oriented research
 Problem solving
 Quantitative Research
 Qualitative Research

1
WWW.SLIDESHARE.NET

22
Basic research
This research is conducted largely for the enhancement of knowledge, and is research which
does not have immediate commercial potential. The research which is done for human welfare,
animal welfare and plant kingdom welfare. It is called basic, pure, fundamental research. The
main motivation here is to expand man's knowledge, not to create or invent something.
Applied Research
Applied research is designed to solve practical problems of the modern world, rather than to
acquire knowledge for knowledge's sake. The goal of applied research is to improve the human
condition. It focuses on analysis and solving social and real life problems. This research is
generally conducted on a large scale basis and is expensive. As such, it is often conducted with
the support of some financing agency like the national government, public corporation, world
bank, UNICEF, UGC, Etc. According to Hunt, “applied research is an investigation for ways of
using scientific knowledge to solve practical problems” for example:- improve agriculture crop
production, treat or cure a specific disease, improve the energy efficiency of homes, offices, how
can communication among workers in large companies be improved.
Problem oriented research
Research is done by industry apex body for sorting out problems faced by all the companies. eg:-
WTO does problem oriented research for developing countries, in India agriculture and
processed food export development authority (APEDA) conduct regular research for the benefit
of agri-industry.
• As the name indicates, Problem identifying researches are undertaken to know the exact nature
of problem that is required to be solved.
• Here, one clarification is needed when we use the term ‘Problem’, it is not a problem in true
sense. It is usually a decision making dilemma or it is a need to tackle a particular business
situation.
• It could be a difficulty or an opportunity.
• Poor quality of the product. • Lack of continuous availability. • Not so effective advertising
campaign. • High price. • Poor calibre / lack of motivation in sales people/marketing team. •
Tough competition from imported brands. • Depressed economic conditions

• In the same case, suppose the prime cause of problem is poor advertising campaign &
secondary cause is higher pricing. • To tackle the problem of poor advertising, we have to
answer questions like, what can be the new advertising campaign, who can be the brand
ambassador, which media, which channel, at what time & during which programme
advertisements will be broadcast.
Problem solving
This type of research is done by an individual company for the problem faced by it. Marketing
research and market research are the applied research. For eg:-videocon international conducts
research to study customer satisfaction level, it will be problem solving research. In short, the

23
main aim of problem solving research is to discover some solution for some pressing practical
problem.
Quantitative Research
This research is based on numeric figures or numbers. Quantitative research aim to measure the
quantity or amount and compares it with past records and tries to project for future period. In
social sciences, “quantitative research refers to the systematic empirical investigation of
quantitative properties and phenomena and their relationships”. The objective of quantitative
research is to develop and employ mathematical models, theories or hypothesis pertaining to
phenomena.
The process of measurement is central to quantitative research because it provides fundamental
connection between empirical observation and mathematical expression of quantitative
relationships. Statistics is the most widely used branch of mathematics in quantitative research.
Statistical methods are used extensively with in fields such as economics and commerce.
Qualitative Research
Qualitative research presents a non-quantitative type of analysis. Qualitative research is
collecting, analysing and interpreting data by observing what people do and say. Qualitative
research refers to the meanings, definitions, characteristics, symbols, metaphors, and description
of things. Qualitative research is much more subjective and uses very different methods of
collecting information, mainly individual, in-depth interviews and focus groups.
The nature of this type of research is exploratory and open ended. Small number of people are
interviewed in depth and or a relatively small number of focus groups are conducted. Qualitative
research can be further classified in the following type.
I. Phenomenology:-a form of research in which the researcher attempts to understand how one or
more individuals experience a phenomenon. E.g.:-we might interview 20 victims of Bhopal
tragedy.
II. Ethnography: - this type of research focuses on describing the culture of a group of people. A
culture is the shared attributes, values, norms, practices, language, and material things of a group
of people. E.g.:-the researcher might decide to go and live with the tribal in Andaman island and
study the culture and the educational practices.
III. Case study:-is a form of qualitative research that is focused on providing a detailed account
of one or more cases. E.g.:-we may study a classroom that was given a new curriculum for
technology use.
IV. Grounded theory: - it is an inductive type of research, based or grounded in the observations
of data from which it was developed; it uses a variety of data sources, including quantitative
data, review of records, interviews, observation and surveys.(www.wikibook.org)
This project has been used Analytic Research due to-

 Collection of consumer data

 Analyzing the given data.

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4.3 METHOD OF DATA COLLECTION

All the data have been collected from primary and secondary sources. The primary sources
basically the Survey. The other is secondary method that data is collected from internet, previous
records. Classification of Data collection- 1. Primary Data 2. Secondary Data

Primary Data-

 The data which are collected from the field under the control and supervision of an
investigator.
 Primary data means original data that has been collected specially for the purpose of
mind.
 This type of data are generally afresh and collected for the first time.
 It is useful for current studies as well as for future studies.

Secondary Data-

 Data gathered and recorded by someone else prior to and for a purpose other than the
current project.
 Secondary data is data that has been collected for another purpose.
 It involves less cost, time and effort.
 Secondary data is data that is being reused. Usually in a different context.

Types of Data collection:

Quesstionnaire Books

Primary Secondary
Data Data

Interview 5- point Scale Magazines Internet

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In this project I have used the Secondary data method because it is customer
satisfaction/feedback of product project. In this Project I have got the information about the
Suhana product and their customer feedback to improve the products. I got the information from
the different websites as well as from different books of Research Methodology.

Process of collecting Secondary data in this Project-

In this Project first I got all the information of Company from the different websites and books,
then all the Product information from websites. After that I make the questionnaire regarding to
company product to ask consumer and to take their feedback about different product of Godrej
ventures. I take 100 consumer responses/feedback from consumer and got some good
information about product packaging, product demand and etc. I have taken the 100 consumer
feedback from which there all were close ended questions. (MSQ).

4.4 SAMPLE DESIGN

It is incumbent on the researcher to clearly define the target population. There are no strict rules
to follow, and the researcher must rely on logic and judgment. The population is defined in
keeping with the objectives of the study.
Sometimes, the entire population will be sufficiently small, and the researcher can include the
entire population in the study. This type of research is called a census study because data is
gathered on every member of the population.
Usually, the population is too large for the researcher to attempt to survey all of its members. A
small, but carefully chosen sample can be used to represent the population. The sample reflects
the characteristics of the population from which it is drawn.

4.5 SAMPLING TOOL AND TECHNIQUES-

In the study of total samples taken is 10. All the samples/feedback have been collected from
consumer and drawn randomly by taking probabilities method of sampling. All the samples are
from Pune city.

Some of the commonly known and frequently used techniques of sampling are: Random
sampling, Purposive sampling, Systematic sampling, Stratified sampling and multistage
sampling.

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4.6 Research Limitations
 Qualitative research is not allowing the measurement of the examined problem
 In some cases participants may refused to speak against their organizations.
 There were some consumer who said no to fill the feedback form.

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 CHAPTER V

DATA ANALYSIS AND INTERPRETATION

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Amongst the people that took the survey, it is seen that 63.6% are males and 36.4 % are females.

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Amongst the people that took survey, it is seen that 71.2% are students:16.2% atre vself employed
and 121% are employed.

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ANSWER CHOICES RESPONSES
0-17 0
18-25 86.4%
25-50 9.1%
50-75 4.5%

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ANSWER CHOICES RESPONSES

MONTHLY 2%

YEARLY 64.9%

6 MONTHS. 7%

WHEN REQUIRED. 7%

INTERPRETATIONS-
It is seen that 65% people buy furniture yearly while 7% buy every 6 months and other 7% when
required. It is seen that other percentage buy in 2-3 years or 5 years.

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ANSWER CHOICES RESPONSES

YES 29.9%

NO 29.9%

SOMETIMES 40.3%

INTERPRETATIONS-
It is seen that 40.3% of the people take advice of designer sometimes while buying furniture and 30%
always take Designer’s advice while buying furniture and other 30% never take advice.

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ANSWER CHOICES RESPONSES

CUSTOMIZED 53%

MODULAR 13.6%

AT GOOD PRICE. 10.6%

MATCHING TO OTHER FURNITURE 22.6%

INTERPRETATION
It is seen that 53% people prefer customized furniture, 13.6 % prefer modular furniture while remaining
10.6 % prefer furniture at good price. Also 22.6% people prefer furniture matching to remaining furniture.

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ANSWER CHOICES RESPONSES

YES, IT WOULD BE GREAT 31.3%

NO, I PREFER TO TOUCH AND SEE 52.2%

PRODUCTS
ONLY IF IT IS CUSTOMIZED 16.4%

INTERPRETATIONS-
It is seen that 31.3% people would love the buy furniture online while 52.2% say that they prefer to buy
offline because they want to touch and see products before buying.
While 16.4% people say that they would buy furniture online only if it is Customized.

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ANSWER CHOICES RESPONSES

NO 82.1%

YES 17.9%

INTERPRETATIONS-
It is seen that 82.1 % people haven’t bought furniture online but remaining 17.9 % have bought furniture
online

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ANSWER CHOICES RESPONSES

TOO HIGH 10.6%

ON AVERAGE 87.9%

TOO LOW 1.5%

It is seen that 87.9% people think that prices of furniture online

would be on an average while 10.6% think it will be too high.

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1) What problems do you faced when you purchased online furniture??
1. There can be a damage of product.

2. You may not find the same material like you have seen online.

3. There is expensive shipping charges.

2) Why do you like to buy furniture online??

• Wide range of products.
• Easy Comparison.
• Ease of accessibility.
• Offers and discounts.
• Easy Returns.
• No pressure from sales person.

3) What are the specific attitudes and behaviour concerning purchasing furniture??
• Psychological (motivation, perception, learning, beliefs and attitudes)
• Personal (age and life-cycle stage, occupation, economic circumstances, lifestyle,
personality and self concept)
• Social (reference groups, family, roles and status)
• Cultural (culture, subculture, social class system).

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CHAPTER 6
FINDINGS SUGGESTION CONCLUSION

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FINDINGS

1. According to the survey , it is seen that approximately 20% of the people are existing online
furniture buyers.That is, online furniture business is yet to establish its customer base and change
the mentality and online experience of offline furniture buyer.

2. Most of the people that don’t buy furniture online is because they prefer to touch, feel and buy
furniture and online websites cannot offer that experience.

3. And 28% people prefer furniture that is taken in recommendation of an interior designer or
home décor expert.21% people expect furniture which uses new technology and mechanism in
its functioning from online furniture sellers.
4. It is seen that people that don't buy furniture online is because 44.4% prefer buying from shops
while 31.5% difficult to Choose online 13% people can't trust online websites.

5. It is seen that 87.9% people think that the prices of furniture online would be on average
while 10.6% think it will be too high.

6. It is seen that 31.3% people would love the buy furniture online while 52.2% say that they
prefer to buy offline because they want to touch and see products before buying. While 16.4%
people say that they would buy furniture online only if it is Customized.

7. It is seen that 40.3% of the people take advice of designer sometimes while buying furniture
and 30% always take Designer’s advice while buying furniture and other 30% never take advice.

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SUGGESTIONS-

1. CUSTOMER SERVICE MODELS:Online furniture Business holders should bring in better

customer service models that attract customers like allowing customization, providing advice to
customers by specialists.

2. CUSTOMER FEEDBACK:For any business to succeed, customer feedback has to be taken

seriously. Online furniture industry is no different. Furniture e-retailers should take note of
customers feedback.

3. QUALITY OVER COST:Furniture is one of those few categories in e-commerce where

quality triumphs discounts. Furniture is a long lasting commodity and people cannot afford to
change furniture rapidly. Customers believe in one time big investment which brings quality
rather than low cost bad quality material. Furniture e-retailers should take note of that.

4. SMARTPHONE APP: To make smartphone app of the furniture selling website more user
friendly. Due to penetration of smartphone in the market, buyers are more interested in choosing
items over app.

5. LOGISTICS: Logistics is undoubtedly the biggest challenge for the sector. Furniture needs
dedicated trucks; you can’t mix it with other items. Customers expect the delivery boys to be
trained in unpacking and assembling the product like what an offline service offers. But for most
online players, delivery and assembly are done by different people at different times. Furniture
online companies should focus on providing better logistics services so that the product reaches
on time, in good condition and gives the feel of offline shop.

6. MORE DISTRIBUTION CENTRES: Furniture manufacturing is concentrated in belts, which

makes delivery longer and costly. They need more manufacturing centres. Dispatches should
happen in smaller radius like 200km.

7. VIRTUAL REALITY: Virtual reality, augmented reality, and hybrid models are expected to
come up, with technology penetration. Online furniture sellers should bring in new technology to
provide customers better experience and fulfil the demands of having something similar to
offline markets.
8. MORE RANGE OF PRODUCTS: With more players, comes more range. As products and
services become a package, it looks like the Indian customer is looking at a bright phase for her
furniture needs.

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Conclusion
•In India, it is seen that 65% people buy furniture yearly and other percentage is amongst people
that buy in 6 months or when their old furniture fails to sustain. That is, people have more
thought about durable furniture than designer furniture.

•Through theory and data findings it is seen that, that online furniture business is booming and
carving its way in Indian mentality.

• Godrej venture U and Us company bring fresh ideas like providing customization, giving
interior designer`s advice, allowing customers to design themselves.

•Consumers in both small towns and metros are choosing to buy furniture and furnishings online,
not only for the discounts but also for the wider choice and after-sales service. Increased Internet
penetration and growth in smart-phone usage are also driving growth.

•20% people are currently buying furniture online but 31% people believe it would be great to
buy furniture online and are looking forward to it while 16% people will think of buying if the
furniture provided online can be customized. The thinking of remaining 53% are still
comfortable to buy through shops.

•So, 47% people can be targeted as potential customers and can be turned into online furniture
buyers with good marketing influence and strategy.

•According to survey by Chitrangana.com - The willingness of Indian customer to buy furniture

online has grown significantly in 2017. Now more than one in six Indian eCommerce buyers
prefer shopping furniture online. The survey data reported 32 percent jump in online furniture
sales in Q3 for 2017-2018. Customer prefers buying online stuff like sofa, chairs, wardrobe, beds
and tables.

•There has always been a debate when it comes to which is better: buying in a physical store or
purchasing via online retailers.

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 CHAPTER 7

Bibliography, books, websites

 www.godrej.com
 Wikipedia.com
 Justdial.om
 Slideshare.net
 Research Methodology Methods and Techniques- C.R. Kothari
(Page number- 1,2,3,4)
 Research Methodology Theory and Techniques- Jogadish R. Raiyani
(Page number-1)

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