Project on IFB by Ranbir Singh (ranbirism2011@gmail.com)

To understand prepurchase decision making process
for IFB products(WM and MWO)
Prepared by:
Ranbir Kumar Singh
PGDM (2011-2013)
Roll No:-111309
[1]

Declaration Certificate
I Ranbir Kumar Singh, hereby declare that this project titled
“To understand pre purchase decision making process for
IFB products (WM, and MWO)” with special reference to IFB
industriesLtd, Patna. It is based on original project study
conducted by me under the guidance ofhead of department,
Mr. Deepak Prakash (Branch Manager, IFB Industries Ltd,
Patna),Miss TriptiJha (Business Manager, Domestic home
appliances, IFB Industries Ltd, Patna) and Mr. Ashish Mishra
(Business Manager, Commercial appliances and Institutional
sales, State of Bihar, IFB Industries Ltd, Patna I further declare
that this project has not previously formed the basis of the
award of any degree or Diploma or similar title of recognition.
Place: Patna
Date: (Ranbir Kumar Singh)
[2]

Certificate of approval
It is certified that this dissertation titled “To understand pre
purchase decision making process for IFB products (WM,
and MWO)” (with reference IFB Industries Ltd, Patna)” is
based on an original project study conducted by Ranbir Kumar
Singh of 3rd Trimester of PGDM under my guidance. He has
attended the required sessions held.
This project report has not formed the basis of the award of any
degree / diploma by University or Institutions.
[3]
Place: Patna
DATE:-

Acknowledgment
I would like to express my profound gratitude to all those who
have being instrumental in preparation of my project report.
This project would not have been possible without the support
of many people. I would like to thanks head of department, Mr.
Deepak Prakash (Branch Manager, IFB Industries Ltd, Patna
for his support and help. I would like to say thanks to my
guide,Miss TriptiJha (Business Manager, Domestic home
appliances, IFB Industries Ltd, Patna), Mr. Ashish Mishra
(Business Manager, Commercial appliances and Institutional
sales, State of Bihar, IFB Industries Ltd, Patna)for her silent
and meaningful guidance towards the career development.
Who impressed me with his dedication and sincerity to the
subject of Marketing Management?
Last but not the least my special thanks to my Parents and
family members who supported me and my dear friends who
encouraged me.
[4]

Content Page
Serial No. 1 Project Title Page No – 1
Serial No. 2 Declaration Certificate Page No – 2
Serial No. 3 Certificate Approval Page No – 3
Serial No. 4 Acknowledgment Page No – 4
Serial No. 5 Content Page Page No – 5
Serial No. 6 Objective of study Page No – 6
Serial No. 7 Introduction Page No – 7 to
[5]
8
Serial No. 8 Company Profile Page No – 9 to
10
Serial No. 9 Project Description Page No – 11to
12
Serial No. 10 Research Methodology Page No – 13
to 14
Serial No. 11 Response of 50 customer Page No –15 to
20
Serial No. 12 Data analysis & Interpretation Page No – 21to
54
Serial No. 13 Finding Page No – 55to
56
Serial No. 14 Conclusion and methodology Page No – 57
to 58
Serial No. 15 SWOT Analysis of IFB Home
appliances
Page No – 59
to 61
Serial No. 16 Limitation Page No – 62
Serial No. 17 Questionnaires Page No – 63to
68
Serial No. 18 Bibliography Page No – 69

Objective of study
 To identify buying pattern of fully automatic washing
machine & microwave oven
 To evaluate the alternative preferences of the customer.
 To identify how price, feature, service affect sales of
[6]
WashingMachine
 To study responsible factor to increase sales of Washing
Machine and Microwave Oven in Bihar market
 To identify the scope of the Washing Machine and
Microwave Oven

Introduction
IFB Industries Limited is India’s leading home appliances and
fine blanks producer. The company was known as Indian Fine
Blanks Ltd. It started operations in 1974 in collaboration with
HienrichSchmid AG of Switzerland. The company got listed on
the BSE in 2000. Today, the company manufactures fine Blank
components such as straighteners, Decoilers and strip loaders
as well as other engineering components, and home
appliances such as washing machines, dishwashers,
microwaves, hobs, Chimneys and other cooking appliances. Its
manufacturing plants are located at Kolkata and
Gangarampur (West Bengal), Selcete andIIhas(Goa), Bhopal
(Madhya Pradesh) and Bangalore. Its registered and corporate
office is located at Kolkata.
Established player in home appliances segment
IFB Industries Limited has an established market position in
the home appliance segment. The company manufactures
home and kitchen appliances such as washing machines,
washer dryer, laundry dryer, Dishwasher, Microwave oven,
hobs, chimneys and other cooking appliances. In FY10, the
home appliances segment contributed almost 82% of revenues.
The company also manufactures engineering products like fine
blanked components, cushion plate for seat recliners, K12
tongue for seat belt assembly, door latches, gear shift selector
for transmission, gear shifter for transmission, rotor segment for
aircrafts, plate valve for compressors, gears, etc for two-wheelers.
Clients for its engineering products include Maruti
Suzuki, Ford India, Fiat India, Toyota Kirloskar Motors, Lucas
[7]

TVS, Brakes India, Rane TRW, Bosch Chasis, TVS Motor Co,
Yamaha Motorcycles, Honda Motorcycles & Scooters India,
Royal Enfield, Hero Honda, L&T, SKF, etc. In FY10, fine blanks
and engineering operations contributed 18% to total revenue in
FY10.
Strengthening its reach in tier 2 and tier 3 towns
IFB Industries Limitedis strengthening its distribution network
in tier 2 and tier 3 towns and focusing on marketing
programmes for semi-urban and rural markets.
The company has a 24-hour tele-helpline service for queries. It
delivers to over 1,600 locations in India.
[8]

Company Profile
[9]
Company Name
Indian Fine Blanking Industries Limited
Head Office Address
IFB Industries Head Office Address:
Flat No.IND-5 Sector-1East Kolkata Township
Kolkata: 700088
West Bengal, India.
IFB Industries Phone Number: (33) 39849524 39849475
IFB Industries Website:www.ifbbangalore.com
Company Status
IFB Industries Limited is a US$ 250 million diversified
business house having interests in appliances, automotive
components, alcohol and marine foods. Our businesses enjoy
leadership status and in most product categories have a
dominant market share. The businesses are built on the ethos
of quality, technology and customer focus as well as financial
prudence. The “IFB” brand enjoys very strong equity in the
minds of the customers and is amongst the most desired
brands in India.

The businesses are growing at an average of about 30% and
are on an expansion spree leading to requirement of
knowledgeable people in the following areas:
[10]
Appliances
 Front loading washing machines
 R&D
 Quality
 Purchase
 Manufacturing
Auto Components
 Fine Blanking
 Tooling
 Design
 Process Engineering
 Quality & Manufacturing
 Seat Mechanisms
 Manufacturing & Quality
 Window Lifter
 Manufacturing & Quality
 Automotive Motors – Window Lifter motors
 R&D
 Manufacturing &Quality

Project Description
Consumer Decision Making Processes
[11]
By Ken Matsuno
Traditionally, consumer researchers have approached decision
making process from a rational perspective. This dominant
school of thought views customers as being cognitive (i.e.,
problem-solving) and, to some but a lesser degree, emotional.i
Such a view is reflected in the stage model of a typical buying
process (often called the consumer information processing
model) depicted in Figure.
Problem Recognition
Information Search
Evaluation and Selection of Alternatives
Decision Implementation
Post-purchase Evaluation

Figure 1 the Consumer Information Processing Model
Source: Adopted from Kotler (1997), Schiffman and Kanuk
(1997), and Solomon (1996)
In this model, the consumer passes through five stages:
problem recognition, information search, evaluation and
selection of alternatives, decision implementation, and post-purchase
[12]
evaluation.

Research Methodology
[13]
Meaning
Research is an intensive and purposeful search for knowledge
and understanding of social and physical phenomenon.
Research is scientific activity undertaken to establish
something, a fact, a theory a principle or an application. One
can also define research as a scientific and systematic search
for pertinent information on a specific topic. Infect research is
art of scientific investigation. According to John W.Best
“Research is the systematic and objective analysis and
recording of controlled observation that may lead to
development of generalization, principles or theories resulting
prediction and possibly ultimate control of events”
Source of Data Collection
1. Primary Data
In primary data collection, you collect the data yourself using
methods such as interviews and questionnaires. The key point
here is that the data you collect is unique to you and your
research and, until you publish, no one else has access to it.
There are many methods of collecting primary data and the
main methods include:
 questionnaires
 interviews
 focus group interviews

[14]
 observation
 case-studies
 diaries
 critical incidents
 Portfolios
2. Secondary Data
In secondary data collection, the company uses information
from other sources that has already been researched by
somebody else. Instead of carrying out research yourself like in
primary research, you simply use somebody else's results that
have already been collected which have been carried out in
similar ways to how you would have carried it out.
There are many methods of collecting secondary data and the
main methods include:
 Websites
 Other companies reports
 Websites etc.
I have collected both type of data, primary data and
secondary data (provided by company). I relied on the data
given by respondents through questionnaire designed by me.

Response of 50 Customers through personal interviews
[15]
No
of
respon
dent
How did
you know
about IFB?
Are you
satisfied with
services and
product?
Do you know
about fully
automatic
IFB washing
machine?
Why did
you buy
Front/Top
Loading
machine?
Do you
use any
other IFB
product?
Which other
company's
product have
you seen in the
dealer's shop?
Which
company's
of MWO do
you use?
1 TV Add Yes Not
Interested
No Samsung Non user
2 Dealer Yes No Not
Interested
No Samsung, LG Non user
3 News Paper Yes Best
Feature
No Not Remember Non user
4 Brand Loyal
(All family
use IFB)
Yes (fuse)
vibration
Yes Brand Loyal No Samsung Non user
5 Existing
customer of
WM
YES Want
(TROLLY +
cover)
Yes Best
Feature
WM Godrej Non user
6 Exchange
offer
(Internet)
Not Satisfy
(after many
call no
Response
from service
side)
Yes No option
(he has to
exchange
his
machine)
No Did not see (He
got home
delivery)
Non user
7 Existing
customer of
WM
(since1999)
Yes Yes Best
Feature
No Not interested Non user
8 Dealer Can’t say No Best
Feature
Evening Non user
9 Friend Yes Yes Brand Name No Not Remember Non user
10 Existing
customer of
WM
Not Satisfied
(service
person should
visit in every
two month)
Yes Best
Feature
Yes LG, Samsung IFB
11 Dealer Yes No Best feature
(Suggested
by Brother )
No Not interested Non user

[16]
12
Existing
customer of
WM
Yes
Yes
Best
Feature, less
water
Consumption
No Whirlpool Non user
13 Dealer Yes No Brand Name Yes LG, Samsung
(Dealer try to sell
other company's
product)
IFB
14 Existing
customer of
WM
Yes Yes Best Feature No Not interested Non user
15 His
Daughter(His
all family
members are
user of IFB
Product)
Yes Yes Best feature
(Suggested
by Daughter,
Son, )
No Samsung Non user
16 Suggested
by Dealer
Yes No Best feature Yes LG, Samsung IFB
(25SC3)
17 Dealer Yes No Microwave
User
No Bajaj, Kenstar,
LG
IFB
18 Dealer Can't say (till
now, I didn't
need any
services)
No Best feature
known by
friend
No I see only IFB Non user
19 Dealer (lite
corner)
Yes No Microwave
User
Yes Not Remember IFB

[17]
20 Suggested
by Friend
Yes Yes Best feature,
latest
technology
No LG Non user
21 Smart
customer
Yes Yes Best feature No Not interested Not
Intereste
d
22 Internet Yes No Microwave
User
Yes Home delivery IFB
23 Suggested
by Relative
Not satisfied
(service
person told
that I will
provide you
trolley, cover
after one week
and till now he
did not come )
Yes Yes Yes (Argo
6512R)
Not interested IFB
24 suggested
by Relative
(Want to buy
Microwave
Oven)
Yes Yes Best feature No LG, Samsung Non user
25 Existing
Customer (
He
suggested
so many
friend to buy
IFB Product)
Yes Yes Best quality, No Not Interested(
only IFB)
Non User
26 Internet Yes Yes Best quality, Microwave
oven
Whirlpool IFB
27 Suggested
by Relative
(they are
using for 20
Year)
Yes Yes Brand loyal
Best quality,
(In relation
they are
using for 20
year with
good
performance
)
No Samsung, LG Non user
28 Suggested
by dealer
(Elite)
Yes Yes Best quality No Kenstar, LG,
Samsung
Non user

[18]
29 Suggested
by friend
Yes Yes Best feature No Only IFB Non user
30 Existing
customer of
IFB WM(4th
IFB washing
machine)
Yes Yes Best quality No Buy through
exchange offer
LG,
Samsung
31 Existing
customer of
IFB WM(For
ten year)
Yes Yes Best quality No Videocon,
Samsung, LG,
whirlpool
Non user
32 Friend Yes Yes Microwave
User
Washing
machine
LG IFB
33 Suggested
by brother
No (During
installation
behaviour of
service person
is not good)
Yes Best feature No Whirlpool, LG Non user
34 Suggested
by Relative
Yes Yes Services,
Best feature
Washing
machine
LG, Samsung IFB
35 Suggested
by daughter
Yes No Best feature Yes LG IFB
36 Dealer Can't say (Till
now, I didn't
need any
service)
Yes Microwave
User
Yes Whirlpool,
Samsung
IFB

[19]
37 Suggested
By Other
family
member
Yes No Best feature No LG Non user
38 Internet No (During
installation
behaviour of
service person
was not good,
they were not
installing in
proper way)
Yes Best feature
(Willing to
buy for 20
Year)
No Whirlpool, LG LG
39 Suggested
by Son (he is
user of IFB
WM)
Yes Yes Best feature
(Suggested
by Son)
No LG Non user
40 Suggested
by Friend (
He is user of
IFB WM)
Yes Yes Best Brand No Not interested in
other Product
(Only I Had to
buy IFB washing
machine)
Non user
41 Suggested
by relative
(they are
user of IFB
WM)
Yes Yes Best feature No Whirlpool Non user
42 Suggested
by Friend (
He is user of
IFB WM)
Can't Yes Best Brand No Not interested in
other Product
(Only I Had to
buy IFB washing
machine)
Non user
43 Internet Yes Yes Best product,
Brand name
No Home Delivery Non user

[20]
44 Suggested
by Dealer
Can't say (Till
now, I didn't
need any
service)
No (I saw IFB
washing at
dealer shop)
Best product
(Suggested
by Dealer)
No LG, Samsung,
Whirlpool
Non user
45 Dealer Can't say (Till
now, I didn't
need any
service)
No (I saw IFB
washing at
dealer shop)
Best product
(Suggested
by Dealer)
No Not remember Non user
46 Suggested
by Dealer
Yes Yes Best quality No LG, Samsung Non user
47 Friend Yes Yes Best product No LG Non user
47 Existing
customer of
IFB WM(4th
IFB washing
machine)
Yes Yes Best quality No Whirlpool, LG,
Samsung
48 Dealer Can’t say No Best Feature Yes Evening Non user
49 Dealer Yes No Best Feature No Bajaj, Kenstar,
LG
IFB
50 Suggested
by Relative
Yes Yes Services,
Best feature
Yes LG, Samsung IFB

Data Analysis & Interpretation
Consumer Pre purchase Behaviour Survey
How people take purchase decision while
purchasingWashing Machine?
Customers Response
[21]
Graph and Analysis
Sample size =50
How customers know about IFB Washing Machine?
Relative &
Friend(existing
customers of
IFB)
46%
Existing
Customer
18%
Internet
10%
Dealer
26%
Out of 50 sample size 23were aware about the product through
Friend & Relative, 13 through dealer, 9 are existing customer, 5
through internet.
Inference
Word of mouth plays significant role in advertisement, large
number of Customers trusts on dealer’s word, Existing
customers spread the name of the company and Internet also
makes people known about the brand.

How many % of Customers are satisfy
with services
[22]
Pie-Chart and Analysis
Sample size =50
How many customers are satisfied with services?
Can't Say
10%
No
10%
Yes
80%
Out of 50 sample size 80% people are satisfy with services,
10% can’t say because till now they didn’t need any services
and rest 10% people are not satisfied with the services due to
irrelevant behaviour of services person during installation.
Inference
IFB provide best services to their customers after sales,we
should also providesoft skill and technical training to our service
persons;so thatwe can reduce complain against services
related to their soft skill and technical knowledge.

Awerness of IFB Washing Machine
[23]
Sample size =50
Awareness of IFB product among consumer
No
16%
Yes
84%
Out of 50 samples size 42 customers are aware about the
product from different source like friend, relative, Internet, and 8
customers first see at the dealer shop.
Inference
Before purchasing 42customers were aware about IFB product
and word of mouth play important role for IFB products
promotion.

8% Customers Response
[24]
Sample size =50
Attributes of buying IFB Washing Machine
Best Feature
52%
Can't Say
Best Quality
36%
Brand Loyal
4%
Out of 50 samples size 25 Customers buy due to Best Feature,
18 Customers due to Best Quality, and 5 Customers is Brand
loyal and 2 Customers can’t say.
Inference
Most of the customers take decision on the basis of feature,
also customers believes on quality and some are brand loyal.

Customers Response
Washing
machine +
Other
Microwave
oven
4%
[25]
Sample size =50
What percent consumer use only washing and washing
machine + Microwave oven
Only washing
machine
72%
Washing
machine + IFB
Microwave
oven
24%
Out of 50 samples size 72% Customers use single product and
28% Customers use two products (In 28% customers 24%
customers use IFB washing machine, microwave oven and 4%
IFB washing machine, other microwave oven).
Inference
Due to best quality 24% customers use IFB washing machine
and microwave oven.

Customers Response
[26]
Sample size =50
Other company’s products available at dealer place
LG
50%
Videocon
8%
whirlpool
16%
Samsung
26%
Out of 50 samples size LG available at 50% dealer, Samsung
at 26% dealer, whirlpool at 16%dealer, Videocon at 8% dealer.
Inference
Demand of LG is very good in marketso dealers want to keep
more LG product other than Samsung, whirlpool, Videocon.

Customers Response
[27]
Sample size =50
Mode of purchasing while buying new washing machine
Internet
10%
Dealer
90%
Out of 50 samples size 90% customer purchase through dealer
10% customer through internet.
Inference
45Customers purchase through dealers so IFB shouldincrease
their number of dealer to increase availability of IFB product.

(for Washing machine)
[28]
Cust
ome
r
Which
brand
(washi
ng
machi
ne) do
you
want
to
use?
Which
attribu
tes do
you
look
for
purcha
sing
washi
ng
machi
ne?
Which
colour
s of
washi
ng
machi
ne do
you
prefer
most?
Which
type
of
Washi
ng
Machi
ne do
you
like to
use?
Which
attribu
tes
Influe
nce
your
purcha
sing
decisi
on for
washi
ng
machi
ne?
Are you
aware
about
Fully
Automati
c Top
Loader/
Front
Loader
IFB
washing
machine?
How do
you
take
purchas
e
decision
while
purchasi
ng
washing
machin
e?
To what
extent
warrant
y period
and
other
sales
services
effect
your
purchas
e
decision
?
Which
mode of
purchasin
g would
you like
to adopt
to buy
new
washing
machine?
Who
is the
decisio
n
maker
to buy
washi
ng
machi
ne?
Who is
user of
washing
machine
in your
family?
1 MdFi
roz
IFB Qualit
y
Silver Top
Loadin
g
Steam
Wash
Yes Own
Decision
Very
Much
From
Dealer
Self Wife
2 Sant
os
Kum
ar
LG Featur
e
Silver Top
Loadin
g
Steam
Wash
Yes Own
Decision
Very
Much
From
Dealer
Wife Wife
3 Md
Jawe
d
Whirlp
ool
Qualit
y
Red Top
Loadin
g
Steam
Wash
No Peer
Suggesti
on
Very
Much
Exclusive
Showroo
m
Wife Wife
4 Ram
esh
LG Brand White Top
Loadin
g
Steam
Wash
No Own
Decision
Very
Much
Exclusive
Showroo
m
Self Wife
5 Rajn
esh
Kum
ar
LG Featur
e
White Front
Loadin
g
Steam
Wash
No Peer
Suggesti
on
Doesn't
Matter
Exclusive
Showroo
m
Wife All family
6 Neer
aj
Whirlp
ool
Qualit
y
White Semi
Autom
atic
3D
wash
Syste
m
No Brand
Awaren
ess
Doesn't
Matter
From
Dealer
Self Self
7 Vino
d
Kum
ar
Videoc
on
Featur
e
Silver Top
Loadin
g
Air
Bubble
Wash
No Own
Decision
Doesn't
Matter
Exclusive
Showroo
m
Wife Wife
8 P Samsu Qualit White Top Steam No Brand Till Exclusive Self Wife

[29]
Sinh
a
ng y Loadin
g
Wash Awaren
ess
Some
Extent
Showroo
m
9 Jiten
dra
Whirlp
ool
Featur
e
White Semi
Autom
atic
Steam
Wash
Yes Own
Decision
Very
Much
Exclusive
Showroo
m
Self Wife
11 Sujat
a
LG Qualit
y
White Front
Loadin
g
Foam
Contro
l
Yes Own
Decision
Till
Some
Extent
From
Dealer
Self Self
12 Miss
Ver
ma
IFB Featur
e
White Front
Loadin
g
Steam
Wash
Yes Peer
Suggesti
on
Till
Some
Extent
From
Dealer
Self Self
13 Raje
ewR
anja
n
IFB Qualit
y
Silver Front
Loadin
g
Air
Bubble
Wash
No Peer
Suggesti
on
Very
Much
Exclusive
Showroo
m
Wife Wife
14 Rajes
h
Ranj
an
IFB Brand Silver Front
Loadin
g
Air
Bubble
Wash
Yes Own
Decision
Very
Much
Exclusive
Showroo
m
Self Wife
15 Smit
Kum
ar
Samsu
ng
Brand Red Top
Loadin
g
Air
Bubble
Wash
No Own
Decision
Very
Much
From
Dealer
Self Wife
16 Ravi LG Qualit
y
White Front
Loadin
g
Steam
Wash
Yes Peer
Suggesti
on
Till
Some
Extent
Exclusive
Showroo
m
Wife Wife
17 Amit Samsu
ng
Featur
e
Silver Front
Loadin
g
Air
Bubble
Wash
Yes Brand
Loyalty
Doesn't
Matter
Exclusive
Showroo
m
Self Wife
18 Bhup
endr
a
Kum
ar
LG Qualit
y
Red Top
Loadin
g
Steam
Wash
No Own
Decision
Very
Much
Internet Wife Wife
19 Nitin
Kum
ar
Whirlp
ool
Brand Red Semi
Autom
atic
Steam
Wash
No Own
Decision
Very
Much
Exclusive
Showroo
m
Wife Wife
20 Jinat LG Brand Silver Top
Loadin
g
3D
wash
Syste
m
No Own
Decision
Very
Much
Exclusive
Showroo
m
Self Daughter
21 Sarit
a
Samsu
ng
Qualit
y
White Front
Loadin
g
Steam
Wash
Yes Brand
Awaren
ess
Till
Some
Extent
Internet Mothe
r
Self
22 Rohit
Kum
ar
LG Featur
e
White Top
Loadin
g
Air
Bubble
Wash
Yes Own
Decision
Till
Some
Extent
Exclusive
Showroo
m
Self Self
23 Shuv
amK
umar
i
IFB Featur
e
Silver Front
Loadin
g
3D
wash
Syste
m
No Own
Decision
Very
Much
Exclusive
Showroo
m
Mothe
r
Self

[30]
24 Sure
sh
Kum
ar
Whirlp
ool
Qualit
y
Silver Top
Loadin
g
Steam
Wash
No Peer
Suggesti
on
Very
Much
Exclusive
Showroo
m
Self Self
25 Shel
endr
a
Kum
ar
Whirlp
ool
Featur
e
Silver Front
Loadin
g
Steam
Wash
Yes Brand
Loyalty
Very
Much
Exclusive
Showroo
m
Wife Wife
26 Anita
Devi
LG Qualit
y
White Top
Loadin
g
Steam
Wash
No Peer
Suggesti
on
Very
Much
From
Dealer
Wife Wife
27 Arvin
d
Kum
ar
Samsu
ng
Brand Silver Top
Loadin
g
Steam
Wash
No Own
Decision
Till
Some
Extent
From
Dealer
Self Self
28 Fath
er
LG Brand Silver Top
Loadin
g
Air
Bubble
Wash
Yes Own
Decision
Very
Much
Exclusive
Showroo
m
Wife Daughter
29 Ajay
Kum
ar
LG Qualit
y
Silver Top
Loadin
g
Air
Bubble
Wash
Yes Peer
Suggesti
on
Till
Some
Extent
From
Dealer
Self Wife
30 Dene
sh
Kum
ar
Samsu
ng
Brand White Top
Loadin
g
Steam
Wash
No Peer
Suggesti
on
Till
Some
Extent
Exclusive
Showroo
m
Self Wife

Consumer pre purchase Behaviour Survey
How people take decision to purchase Washing Machine?
Customers Response
36%
[31]
Sample size =30
Customer’s preference of brand
20%
17%
20%
7%
LG
Samsung
Whirlpool
IFB
Videocon
Out of 30 respondents 36% have shown interest in purchasing
Washing machine of LG, 20% of Samsung, 20% of Whirlpool,
17% of IFB and rest 7% of Videocon.
Inference
Most of the people are aware about LG, Samsung, and
Whirlpool andCustomers are less aware about IFB and others.

Customers Response
23%
27%
[32]
Sample size =30
Desired attributes while buying washing machine
33%
17%
Brand
Feature
Quality
Price
While buying a washing machine 10 customers go for Quality, 8
customers go for Feature, 7 Customer go for Brand, and rest 5
go for price.
Inference
While purchasing washing machine most of customers look for
Quality then they think about feature,brand and price.

Customers Response
[33]
Sample size =30
Customer’s preference of colour
Out of 30 respondents 12 customers prefer white colour, 11
prefer silver colour, 4 white and rest prefer gray colour.
Inference
White and Silver colours are most preferable colour among
customers.Red and gray is liked by less no of customers.
40%
37%
13%
10%
White
Siver
Red
Gray

[34]
Sample size =30
Type of washing machine prefer to use
Inference
Top loader washing machine is liked by most of the customers
because it is more convenient in use andless no of customers
liked front loader and semi-automatic.
53%
10%
37%
Customers Response
Top Loader
Semi Autometic
Front Loader

Customers Presponse
[35]
Sample size =30
Attributes which influence purchase decision
Here steam wash is most preferable attributes which influence
18 customers purchase decision then air bubble wash influence
8 customer decisions after that 3D wash and foam control
influence purchase decision.
Inference
Most of customers want to have steam wash feature because
Baby cloths, kitchen clothscan be easily washed by steam
wash feature, Customers also liked air bubble wash but 3D
wash is liked by very less customers.
60%
27%
10%
3%
Steam Wash
Air Bubble
3D Wash
Foam Control

[36]
Sample size =30
Awareness about fully automatic top loader/front loader IFB
washing machine
Out of 30 respondents 16 customers are aware about IFB fully
automatic washing machine and 14 customers are not aware.
Inference
More than 50% customers are aware about IFB washing
machine, large numbers of customers who want to buy washing
machine, they don’t know about IFB, so IFB needs to increase
product awareness.
53%
47%
Customers Response
Yes
No

Customer Response
[37]
Sample size =30
Buying decision while purchasing washing machine
Brand
Awarnees
Out of 30 respondents 15 customers Purchase through own
decision, 9 through peer suggestion, 3 due to brand awareness
and rest 3 due to brand loyalty.
Inference
More than 50% customers take self decision,large number of
customer believes on word of mouth and some believes in the
brand name.
Own Decision
52%
Peer Suggestion
31%
10%
Brand Lotalty
7%

[38]
Sample size =30
Place of purchasing
Here 15customers’ wants to purchase to washing machine
through exclusive showroom, 10customer through dealer and 3
through internet and rest 2 customers want through retailer
Inference
50% customers wanted to purchasefrom exclusive showroom
because there is more options for selecting a product, some
wanted to purchase from dealers’ point because Dealers might
provide in less price, and some liked to buy from retailer and on
net.
50%
33%
10%
7% Customers Response
Exclucive Showroom
From Dealer
Internet
Retailer

Customers Response
[39]
Sample size =30
How warranty period affect sales of washing machine
57%
30%
13%
Very Much
Till Some Extent
Doesn't Matter
While purchasing washing machine 17 customer says warranty
period affect very much, 9 customer says till some extant and 4
customer says warranty period doesn’t matter for me.
Inference
Most ofcustomersbelieve in warranty because maintenance
cost is very costly, some believe in warranty for some extent
and some think it does not matter.

[40]
Sample size =30
Decision maker to buy washing machine
While purchasing washing machine 16 customers take decision
through self, 12 customers take decision through wife and
3customers take purchase decision through mother.
Inference
At the time of purchasing more than 50% customers take self-decision,
40%customers’ decision is affected by wife and in
some cases mother takes decision.
Sample size =30
53%
40%
7%
Customers Response
Self
Wife
Mother

User of washing machine
Customers Response
[41]
Inference
60%
It has observed that in 60% cases wife is user,27% of
customers liked to use it by self,in some cases it is used by
daughter and other family members.
(Microwave Oven)
27%
6%
7%
Wife
Self
Daughter
All Family

[42]
S.N
o
Cust
omer
Whic
h
bran
d
(Micr
owa
ve
oven
) do
you
want
to
use?
Which
attribut
es do
you look
for
purchasi
ng
washing
machine
?
Which
colour
s of
washi
ng
machi
ne do
you
prefer
most?
Whic
h
type
of
Was
hing
Mac
hine
do
you
like
to
use?
Which
attribu
tes
Influe
nce
your
purcha
sing
decisi
on for
washi
ng
machi
ne?
Are you
aware
about
Fully
Automa
tic Top
Loader/
Front
Loader
IFB
washing
machin
e?
How do
you take
purchase
decision
while
purchasin
g washing
machine?
To what
extent
warranty
period
and other
sales
services
effect
your
purchase
decision?
Which
mode of
purchasi
ng
would
you like
to
adopt
to buy
new
washing
machin
e?
Who is
the
decision
maker to
buy
washing
machine?
Who is
user of
washi
ng
machi
ne in
your
family
?
1 Jinat Godr
ej
Brand Silver Conv
ectio
n
Health
y
Cookin
g
No Brand
Awarenes
s
Very
Much
Exclusiv
e
Showro
om
Self Wife
2 Sarit
a
Sams
ung
Qualit
y
Black Conv
ectio
n
Cooke
ry
classes
No Own
Decision
Very
Much
Exclusiv
e
Showro
om
Mother Wife
3 Rohit
Kum
ar
LG Featur
e
Black Grill Health
y
Cookin
g
Yes Peer
Suggestio
n
Very
Much
Internet Self Self
4 Arvin
d
Kum
ar
Sams
ung
Brand Silver Conv
ectio
n
Cooke
ry
classes
No Own
Decision
Doesn't
Matter
From
Dealer
Self Self
5 Ram
Kisho
r
IFB featur
e
Silver Conv
ectio
n
Start-
Up Kit
No Own
Decision
Very
Much
Exclusiv
e
Showro
om
Self Self
6 Ume
sh
Shar
ma
IFB Qualit
y
Black Conv
ectio
n
Start-
Up Kit
No Own
Decision
Very
Much
Exclusiv
e
Showro
om
Self Self
7 Kum
ar
Vivek
Sams
ung
Qualit
y
Black Conv
ectio
n
Health
y
Cookin
g
Yes Brand
Awarenes
s
Till Some
Extent
Exclusiv
e
Showro
om
Wife Self
8 Pram
od
Kum
ar
Whirl
pool
Featur
e
Black Grill More
Auto
Cook
Menu
Yes Peer
Suggestio
n
Very
Much
Exclusiv
e
Showro
om
Wife Wife
9 Arch
na
LG Qualit
y
Red Grill Health
y
No Own
Decision
Very
Much
From
Dealer
Self Self

[43]
Cookin
g
10 Hrish Godr
ej
Featur
e
Black Solo Start-
Up Kit
No Own
Decision
Doesn't
Matter
From
Dealer
Wife Wife
11 Shuv
amK
umar
i
IFB Qualit
y
Silver Grill Cooke
ry
classes
No Own
Decision
Very
Much
Exclusiv
e
Showro
om
Self Wife
12 Sures
h
Kum
ar
Godr
ej
Brand Silver Conv
ectio
n
Cooke
ry
classes
No Peer
Suggestio
n
Very
Much
Exclusiv
e
Showro
om
Wife Self
13 Shele
ndra
Kum
ar
Sams
ung
Brand Red Solo Health
y
Cookin
g
Yes Own
Decision
Very
Much
From
Dealer
Self Wife
14 Miss
Verm
a
LG Qualit
y
Black Conv
ectio
n
Start-
Up Kit
Yes Own
Decision
Till Some
Extent
Exclusiv
e
Showro
om
Self Wife
15 Raje
ewRa
njan
Sams
ung
Featur
e
Silver Conv
ectio
n
More
Auto
Cook
Menu
Yes Brand
Loyalty
Till Some
Extent
Exclusiv
e
Showro
om
Wife Self
16 Rajes
h
Ranj
an
LG Qualit
y
Red Grill Start-
Up Kit
No Own
Decision
Very
Much
Internet Wife Self
17 Smit
Kum
ar
Whirl
pool
Brand Red Conv
ectio
n
Cooke
ry
classes
Yes Peer
Suggestio
n
Very
Much
Exclusiv
e
Showro
om
Self Wife
18 Ravi LG Brand Silver Conv
ectio
n
Health
y
Cookin
g
No Peer
Suggestio
n
Very
Much
Exclusiv
e
Showro
om
Wife Self
19 Amit Sams
ung
Qualit
y
Black Grill Cooke
ry
classes
No Brand
Awarenes
s
Till Some
Extent
Internet Self Self
20 Bhup
endr
a
Kum
ar
Godr
ej
Featur
e
Black Conv
ectio
n
Start-
Up Kit
Yes Brand
Loyalty
Till Some
Extent
Exclusiv
e
Showro
om
Mother Daugh
ter
21 Nitin
Kum
ar
IFB Featur
e
Silver Grill Start-
Up Kit
No Own
Decision
Very
Much
Exclusiv
e
Showro
om
Wife Self
22 Saroj Whirl Qualit Black Grill Cooke No Own Very Exclusiv Self Self

[44]
pool y ry
classes
Decision Much e
Showro
om
23 Navi
n
Kum
ar
Godr
ej
Featur
e
Black Conv
ectio
n
More
Auto
Cook
Menu
No Peer
Suggestio
n
Very
Much
Exclusiv
e
Showro
om
Self Daugh
ter
24 Bipin
Kum
ar
LG Qualit
y
Black Conv
ectio
n
More
Auto
Cook
Menu
No Own
Decision
Till Some
Extent
From
Dealer
Wife Wife
25 Dr.Af
roj
Ahm
ad
Sams
ung
Brand Silver Grill Start-
Up Kit
Yes Peer
Suggestio
n
Till Some
Extent
From
Dealer
Wife Self
26 Rajes
h
LG Brand Red Conv
ectio
n
Health
y
Cookin
g
No Peer
Suggestio
n
Very
Much
Exclusiv
e
Showro
om
Wife Daugh
ter
27 Sanja
y
Kum
ar
LG Qualit
y
Silver Solo Start-
Up Kit
Yes Own
Decision
Very
Much
From
Dealer
Self Wife
28 Rake
sh
kisho
r
Shar
ma
Godr
ej
Brand Black Grill Cooke
ry
classes
No Brand
Loyalty
Very
Much
Exclusiv
e
Showro
om
Self Self
29 Om
Prak
esh
Shar
ma
Sams
ung
Qualit
y
Black Conv
ectio
n
Start-
Up Kit
Yes Peer
Suggestio
n
Till Some
Extent
From
Dealer
Wife Self
30 J.P
Agrw
al
LG Brand Silver Conv
ectio
n
More
Auto
Cook
Menu
No Own
Decision
Very
Much
From
Dealer
Wife Wife
Consumer pre purchase Behaviour Survey
How people take decision to purchase Microwave Oven?

Customers Response
13%
17% 23%
[45]
Sample size =30
Customer’s preference of brand
30%
17%
LG
Samsung
Whirlpool
IFB
Godraj
Out of 30 respondents 9 have shown interest in purchasing
Washing machine of LG, 6 of Samsung, 6 of Whirlpool, 7 of IFB
and rest 2 of Videocon.
Inference
Most of the people liked LG,Samsung is liked by less number of
customers, IFB and Whirlpool has same awareness and Godrej
is least preferred brand.
Sample size =30
Desired attributes while buying microwave oven

Customers Response
While buying a washing machine 10 customers go for Quality, 9
customers go for Feature, 7 Customers go for Brand, and rest 4
go for price.
[46]
Inference
At the time of buying MWO, brand and quality are important
factors to influence purchase decision and after that customers
think about feature and price.
Sample size =30
34%
20%
33%
13%
Brand
Feature
Quality
Price

Customers’ preference of colour
13%
Customers Response
Out of 30 respondents 12 customers prefer white colour, 11
prefer silver colour, 7 white and rest prefer gray colour.
[47]
Inference
Black and Silver colours are most preferable among customers.
Sample size =30
47%
33%
7%
Black
Siver
Red
Gray

Type of Microwave Ovenprefer to use
13%
Customers Response
From this pie chart we can interpret that 16 customers want to
purchase Convection Microwave Oven, 9 want Grill, 4 want
solo and only 1customers like solar Dum.
[48]
Inference
Most of the customers want to use convection microwave oven
because convection model carries all three functions (solo, grill,
convection) Many customers don’t know about solar Dum,
Customers’ second choice is grill and Solo model is liked by
fewer customers.
Sample size =30
53%
31%
3%
Covection
Grill
Solo
Solar Dum

Attributes which influence your purchasing decision
31%
Customers Response
Here 9 customers want start-Up Kit, 8 customers want cookery
classes, 7 customers wants healthy cooking, And rest 6
customers wants more Autocook menu in microwave Oven.
[49]
Inference
Most of the customers wanted to have more accessories with
starter Kit because it helps in cooking of different menu,some
needed cookery classes and some needed healthy cooking
feature and some needed more auto cook menu.
Sample size =30
28%
17% 24%
Cookery Classes
Healthy cooking
More Autocook Menu
Start-Up Kit

Awareness about IFB Microwave Oven
Out of 30 respondents 10 customers are aware about IFB
microwave Oven and 20 customers are not aware.
[50]
Inference
Awareness of IFB MWO is less so we need to spread the brand
awareness of MWO.
Sample size =30
How customer take purchase decision while purchasing
Microwave Oven
33%
67%
Customers Response
Yes
No

Customers Response
48%
11%
Out of 30 respondents 15 customers Purchase through own
decision, 9 through peer suggestion, 3 due to brand awareness
and rest 3 due to brand loyalty.
[51]
Inference
While purchasing MWO, most of customer’s trusts on self
decision and some cosumers believe on peers suggestion.
Sample size =30
Mode of purchasing Microwave Oven
31%
10%
Own Decision
Peer Suggestion
Brand Awarnees
Brand Lotalty

Customers Response
52%
31%
10%
7%
Exclucive Showroom
From Dealer
Internet
Retailer
Out of 30 respondents 15 customers wants to purchase
microwave Oven through exclusive showroom, 8 customers
through dealer, and 2 through internet and rest 5 customers
want through retailer
[52]
Inference
Most of customers wanted to purchase from exclusive
showroom because there is more options for selecting a
product alsoCustomers trust more on showroom,some wanted
to purchase from dealers’ point because dealers might provide
in less priceand some liked to buy from retailer and on net.
Sample size =30
How warranty period affect sales of microwave Oven

63%
While purchasing microwave Oven 19 customers says warranty
period affect very much, 8 customers say till some extant and 3
customers says warranty period doesn’t matter for me.
[53]
Inference
Warranty period too much affects the buying decision; this is
perception of most of the people,somethink it affect for some
extent andsome think it does not matter.
Existing Customer
1 PRODUCT 90% customer is satisfied with product
and 10% are not satisfied.
2 FEATURE 50% Customers buy due to Best
Feature, 35% Customers due to Best
27%
10%
Customers Response
Very Much
Till Some Extent
Doesn't Matter

Quality and rest don’t know.
3 BRAND According to customers IFB washing
machines are very popular brand,
which provide good quality and user-friendly
[54]
washing machines. IFB washing
machines loaded with wide range of
features such as 3D wash, Eco Wash,
ring plus, Air Bubble Wash Silver Nano
Paddles.
4 Price 80% customer says price of IFB product
according to product quality and they
are satisfied with IFB pricing strategy.
5 After Sales Service 80% customer is satisfied with services,
10% can’t say and rest 10% are not
satisfied.
SUMMARY OF FINDINGS

 Our survey was confined within Patna only so the
outcomes and conclusions are not applicable for the entire
state or country.
 Our sample size was 110 general customers and, so
sampling error might occur or may not be accurate.
 Many customers did not entertain us and did not want to
disclose their internal information to us.
 We had limited time for doing the survey, preparing the
reports and completing our projects.
 There were very less no. of Washing Machines available
at the Dealer’s shop, even, the no. of Dealers were less.
 The ranges of Front Loader Washing Machines were
[55]
more than Top Loader.

 IFB had a very strong market share in terms of sales of
front loading washing machines as compare to top
loading.
 The major competitors of IFB washing machines are
Samsung & LG but whirlpool & Videocon are future threat
for IFB market share.
[56]
Conclusion

 IFB needs to create public awareness in the market &
should spend heavily on promotional activities.
 Need to increase number of dealers at Patna, search for
new dealers in this region.
 IFB try to come up with special customize shop only for
[57]
IFB products.
 Give much concern to exhibition on different location in
Patna, where IFB can reach maximum and potential
customers.
 Dealer’s discounts and schemes should be maintained to
satisfy dealers.
 The brand promotional techniques like canopies, activities,
free service camps, stage shows etc. should be done
more regularly to improve brand awareness.

 Brand promotional initiatives like personal relation, direct
contact with customers using distribution channel should
be done.
 Improve the ambience and POP in the stores having IFB’S
product so that the customers mind can captured and
sales can be promoted.
SWOT Analysis of IFB Home appliances
[58]
Strength
 Brand image in Home Appliances Division

IFB has a brand image in home appliances division and it
is leading market in this segment with the major number
of customers of washing machine and microwave oven.
[59]
 Innovative product
The products are actually innovative and new in Indian
market so they have a near monopoly in dishwasher a
clothes dryer with maximum market share. So it attracts
the customers of higher class for mere luxurious life style.
 Compatible workforce
The company has a compatible work force which works in
team to give a new height to the company.
 Strongafter sales service
The company is also providing best after sales service to
its customers by the schemes like warranty, annual
maintenance contract and extended warranty.
 Durability/performance
 4 year 100% warranty & 10 year spears part support
Weakness
 Less brand awareness
 Less number of dealers so eventually less availability of
IFB’s products.
 Less range of products in consumer durables

It has less range of products which is not sufficient to
capture the whole market. Through some new products
are ready to be launch in coming year but also some
small consumer durables like iron, water heater, camera
etc, Can be added.
 Products are for winter season but no product is specially
for summer season
The product like cloth dryer can be used in winter season
mainly which comes just for 2 months in entire year. Such
products can only be purchased by north people due to
having very less temperature in winter season. There
should be some summer products like refrigerator, AC,
cooler, water cooler etc. So that it can be purchased in
entire year and can capture the whole Indian market.
 Less promotional activities
There are no promotional activities for the promotion of
the products. Even there is not any advertisement which
can show the features and variety of products. This is the
reason that there are very less sales of hobs and
chimneys because people are not aware of its new
products.
[60]
Opportunity
 Scope for growth in the rural market
IFB still have not covered the rural market of country. As
India has its major population in rural areas, the company
should focus towards the rural market.
 Scope in semi-automatic washing machine segment

 Trust by valued and existing customers
 IFB has opportunities because expense on white goods is
increasing day to day by common people.
 The trust in company’s product by valued customers
[61]
Threats
 Aggressive and effective promotional marketing initiatives
used by competitors like TV ads, hoardings etc.
 Preference of customers and dealers of other brands like
LG, SAMSUNG etc. over IFB machine etc.
LIMITATION OF THE STUDY
Since nobody is perfect in this world, everyone has some
limitation. So is the case with this study also. These are the
following limitations;
a) Due to shortage of time, study was confined to specified
areas of Patna.

b) Some respondents were hesitant to disclose some
information or have given incomplete information.
c) There might have been some biased responses, and
because of which findings may not be 100 % accurate.
d) The information presented may not be accurate due to the
lead-time between the time of collection and time of
presentation of data.
[62]
Questionnaire
Name……………………………………………………………….
Location…………………………………………………………...
Phone No.................................................................................
Age- (1) 18-28 ( ) (2) 29-39 ( ) (3) 40-50 ( )
(4) Above 50 ( )
Gender - (1) Male ( ) (2) Female ( )

Income- 15000-25000( ) 25000-35000( ) Above
35000( )
[63]
Washing Machine
1. Which brand (washing machine) do you want to use?
(a) LG
(b) IFB
(c) Whirlpool
(d) Any other......................................................
2. Which attributes do you look for purchasing washing
machine?
(a) Quality
(b) Feature
(c) Brand
(d) Any other........................................
3. Which colours of washing machine do you prefer most?
(a) Red
(b) Silver
(c) White
(d) Any other Please Specify.....................................
4. Which type of Washing Machine do you like to use?
(a) Front Loading
(b) Top Loading
(c) Semi Automatic

5. Which attributes Influence your purchasing decision for
[64]
washing machine?
(a) Steam wash
(b) Air bubble wash
(c) Foam Control
(d) 3D Wash system
6. Are you aware about Fully Automatic Top Loader/ Front
Loader IFB washing machine?
(a) Yes
(b) No
7. How do you take purchase decision while purchasing
washing machine?
(a) Own Decision
(b) Brand Loyalty
(c) Peer suggestion
(d) Brand awareness
8. To what extent warranty period and other sales services
effect your purchase decision?
(a) Very much
(b) Till some extent
(c) Doesn’t matter
9. Which mode of purchasing would you like to adopt to buy
new washing machine?
(a) Retailer
(b) Online
(c) Exclusive showroom

[65]
(d) Other
10. Who is the decision maker to buy washing machine?
(a) Self
(b) Husband
(c) Wife
(d) Any other Please specify.............................................
11. Who is user of washing machine in your family?
(a) Wife
(b) Maid
(c) Other Please
Specify.......................................................
Questionnaire
Name……………………………………………………………….
Location…………………………………………………………...
Phone No.................................................................................
Age- (1) 18-28 ( ) (2) 29-39 ( ) (3) 40-50 ( )
(4) Above 50 ( )
Gender - (1) Male ( ) (2) Female ( )

Income- 15000-25000( ) 25000-35000( ) Above
35000( )
[66]
Microwave Oven
1. Which brand do you choose while buying microwave
oven?
(a) LG
(b) IFB
(c) Samsung
(d) Any other Please specify..........................
2. Which attributes do you look for purchasing microwave
oven?
(a) Quality
(b) Price
(c) Brand
(d) Any other........................................
3. Which colours of microwave oven do you prefer most?
(a) Red
(b) Silver
(c) White
(d) Any other Please Specify.....................................
4. Which type of microwave oven do you like to use?
(a) Solo
(b) Grill

[67]
(c) Convection
(d) Solar Dom
5. Which attributes Influence your purchasing decision for
microwave oven?
(a) Healthy cooking
(b) Start-Up Kit
(c) More auto cook menu
(d) Cookery Classes
6. Are you aware about microwave oven of IFB?
(a) Yes
(b) No
7. How do you take purchase decision while purchasing
microwave oven?
(a) Own Decision
(b) Brand Loyalty
(c) Peer suggestion
(d) Brand awareness
8. To what extent warranty period and other after sales
services effect your purchase decision?
(a) Very much
(b) Till some extent
(c) Doesn’t matter
9. What mode of purchasing would you like to adopt to buy
new microwave oven?

(a) Retailer
(b) Online
(c) Exclusive Showrooms
(d) Other
10. Who is the decision maker to buy microwave oven?
(a) Self
(b) Wife
(c) Husband
(d) Any other Please specify.............................................
11. Who is user of microwave oven in your family?
[68]
(a) Wife
(b) Maid
(c)Mother
(d) Other Please Specify......................
BIBLIOGRAPHY
www.ifbindustries.com

[69]
www.ifbsappliances.com
www.monycontrol.com
www.topcompaniesinindia.com
www.company.monsterindia.com

Project on IFB by Ranbir Singh (ranbirism2011@gmail.com)

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