“DEALERS

SATISFACTION SURVEY

OF WHIRLPOOL

PRODUCT IN GUJRAT

STATE”

Jay B. Limbachiya

10MBA020

107150592053

at

1

AGENDA

Objectives of the Study

Introduction of home appliance industry and companies.

Corporate profile of company

Research Methodology

Questionnaire Analysis and Interpretation

Findings

Suggestions

Limitation

Conclusion

Bibliography

2

OBJECTIVES OF THE STUDY

Theoretical knowledge with exposure to the working

environment of an organization..

Identify the current position of the company and it’s

products .

To Understanding strategies that home appliance

companies adopt.

To understand the actual working conditions of the staff

members of Whirlpool of India Ltd

Identified which are the factor that affect the whirlpool

products and company To identify if non-financial factors

have any effect on job satisfaction.

Market survey with the help of Questionnaire Analysis

and its Interpretation 3

Introduction of home

appliance industry and

companies.

4

After the liberalization, foreign players came into theIndian market of consumer durable is in much competition

With the increase in income levels, easy availability offinance, increase in consumer awareness, and introductionof new models, the demand for consumer durables hasincreased significantly.

Indian organizations:- Videocon, Voltas, Godrej, Blue star,Kenstar etc.

International companies also that deal in domesticappliances. Some of these home appliances manufacturersare Samsung, LG, IFB, Whirlpool, and Kenmore etc.

5

6

HISTORY (1911 100 2011)

100 years creating of happier homes. The Magical

journey of Whirlpool” Lau Upton 1st washing machine

1st automatic washing machine was launched in

1948 under the whirlpool brand

Whirlpool miracle kitchen 1957

1987 joint venture with TVS whirlpool, the entity

whirlpool of India was born in 1996.

6th sense technology 2010

7

PRODUCTS

Air-conditioner

Refrigerator

Washing Machine

Microwave oven

Water Purifier

Accessories

8

RESEARCH

METHODOLOGY

Sources of Data

Primary Data:-

In my survey I had fill up the questionnaire at the Dealers showroom and whirlpool Shoppe in the Gujarat State as specially the Major cities like Ahmedabad, Surat, Baroda, Rajkot, Himmatnagar and Navasari etc.

Secondary Data

Company websites

Journals

Annual reports.

Brushers

Other home appliance company’s sites.

9

DATA COLLECTION

SAMPLE DESIGN

SAMPLING UNIT : MY TARGET SEGMENT IS

ALL DEALERS OF

WHIRLPOOL PRODUCT IN

GUJARAT STATE

SAMPLE SIZE : 50 DEALERS

RESEARCH AREA : GUJARAT STATE AS

SPECIALLY THE MAJOR

CITIES .

SAMPLING PROCEDURE : CONVENIENT (NON

RANDOM) SAMPLING

DURATION : 6 WEEKS (APPROX.) 10

QUESTIONNAIRE

DATA ANALYSIS AND

INTERPRETATION

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Q1) YOU ARE DEALING WITH THE WHIRLPOOL

BRAND FROM?

12

Strong Relationship

Brand Image

Margin

Q2) WHICH PRODUCTS OF WHIRLPOOL ARE YOU

DEALING?

Market leader in Refrigerator

Best Quality in Washing Machine

6th Sense Technology

13

50

30

10

20

10

0

10

20

30

40

50

60

Refrigerator Washingmachine

Ac MICROWAVE WATERPURIFIER

Whirlpool Products

Q3) IN WHICH SEASON THE SELLING OF PRODUCTS

IS MORE?

14

April-June for Refrigerator and Air conditioner

because of summer

July-Sep. Washing Machine because of Monsoon

Average sales for other products

Q4) WHICH FACTOR ENABLES YOU TO BE THE

DEALER OF

WHIRLPOOL PRODUCTS?

Healthy Margin

Good schemes like gift of Reebok watch & V.I.P strolly bag

Promotional activities like road shows & EK JODI KAPDA

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Q5) ARE YOU SATISFIED WITH THE DISTRIBUTION

SYSTEM OF WHIRLPOOL?

Ordered Quantity Supplied in time

20% Dissatisfaction is because of Less transportationfacility in small towns

16

0

5

10

15

20

25

Satisfied Somewhatsatisfied

Somewhatdissatisfied

Dissatisfied

15

25

10

0

Distribution System

Q6) ARE YOU SATISFIED WITH THE CREDIT

FACILITIES PROVIDED BY THE COMPANY?

Maximum customer are dealing with whirlpool since

long time so according to sales of dealers whirlpool is

providing credit facility to their dealers.

Proportionate to Sale17

0

5

10

15

20

25

Satisfied Somewhat

satisfied

Somewhat

dissatisfied

Dissatisfied

5

25

10 10

Credit Facility

Q7) WHAT DO YOU FEEL ABOUT THE PRICE OF

WHIRLPOOL PRODUCTS?

Highest Price in Home appliances

More direct cost

High Quality18

20

15 15

00

5

10

15

20

25

Very High High Average Low

Price

Q8) MEDIA PLAYS AN IMPORTANT ROLE OF

MAKING THE AWARENESS OF THE PRODUCT. WHAT

DO YOU THINK?

Television covers maximum no. of people

In big cities Hoardings plays major role now a days

More than 1 Lakh fans on Facebook and Twitter19

25

10

5

0

10

0

5

10

15

20

25

30

Television News paper Internet Magazine Hording

Media

Q9) WHAT DO YOU FEEL ABOUT AFTER SALES

SERVICE GIVEN BY WHIRLPOOL?

Average satisfaction

after sales service handle by franchise

Whirlpool should provide more concentration 20

10

20

10 10

0

5

10

15

20

25

Highly Satisfied Satisfied Dissatisfied Highly Dissatisfied

After Sale Services

Q10) WHAT ARE THE FACTORS THAT YOU EXPECT

FROM WHIRLPOOL?

Schemes attracts more customers

Credit facility requires so that dealers can order in big quantity

Sales follow up to provide in time services to customer21

FINDINGS

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Whirlpool has a good brand Image

amongst market and people have trust on

whirlpool products.

Work culture of Whirlpool is too good

and it was really pleasure to work in an

organisation like whirlpool.

Maximum dealers are satisfied with

Whirlpool’s sales executives and they have

created good relationship with dealers

In supply chain distribution problems like

damages problem while products are transported

from warehouse to dealers warehouse.

Needs of human recourse department for better

recruitment of employees and for training purpose

specially.

Marketing department needs to do more

Advertisement especially in big cities.

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LIMITATIONS OF STUDY

By analyzing and interpreting the small sample I have

projected the result for the whole population. But there is

always going to be some limitation to sample as compare to

whole population.

Finding of the study based on the assumption that the

respondents has given correct information.

There is a time constraint to complete a study

The results of the survey are purely based on respondent’s

view which may be biased.24

RECOMMENDATION

As India is growing country and people are look for better

thing in their budget. People are taking whirlpool as a Quality

brand and not as a economy brand so Whirlpool need to

focus on good price strategy.

People are more attracted towards the activities conducted

by company. Whirlpool has average promotional activities in

comparison of its competitors. Whirlpool can introduce low

price product for consumers.

Especially in Service department Whirlpool has to enhance

its capacity because there are more problems which create

bad mouth publicity in market. So Whirlpool should give

more concentration to Services Department.25

Retail Executives of company is not much trained and

some of them are new so they need a good training.

And their job place rotation creates a problem which

affect to sales volume of firm So company should

decrease their job rotation.

There are some product lines in which company

currently not working like Television Music system, etc.

so company can diversify in such product line and can

capture better market.

During these 6 weeks of internship I have notice that

dealers are facing transportation damages problem. So

warehouse department needs to do proper packing so

that products do not get damaged.26

CONCLUSION

From the project I can conclude that Whirlpool

India ltd. Is growing concern they have good market

share in consumer durables especially in

refrigerators.

Whirlpool has opportunity to diversify in other

consumer durables like television and music system

as they are very successful in other products.

Whirlpool has good presence in the market but one

thing is also evident that Whirlpool is present in

major counters with LG and Samsung, Whirlpool

also need to focus on those dealers were it will not

face direct competition with LG and Samsung.

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BIBLIOGRAPHY

WEBSITES

www.whirlpoolindia.com

http://www.whirlpoolindia.com/investors_ar2011.aspx

http://www.rkoller.com/en/whirlpool/unternehmen/geschichte

https://people.creighton.edu/~shu02225/nps_c_01.html

www.wikipedia.org

http://www.thepeoplehistory.com/appliances.html

And other competitors site.( Godrej , LG, Samsung etc.. ) 28

Reports

Whirlpool’s annual report of year 09, 10,11.(annually & quarterly)

Whirlpool, Godrej, LG, Samsung etc brochures

Other data of company

Product Training PPT’s hard copies

Books, News paper and magazines

Marketing management 13th edition By Philip kotler

“whirlpool magic take over 100 years 1911 to 2011” in “Times of India” dated 1st Jan, 2011, Pg:01.

Business Magazine, 4P’s etc... 29

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