GREEN MARKETING : Consumer Behavior for

Philips CFL

BY- GROUP 16ASHISH RATAN GARG (13A2HP043)PRANAV KUMAR (13A1HP002)R. SANDHYA (13A3HP037)SUNAYANA TANDON (13A2HP053)TANYA SINGHAL (13A2HP038)UTSAV BANERJEE (13A3HP027)

ABOUT GREEN MARKETING

• According to the American Marketing Association, GREEN MARKETING is the marketing of products that are presumed to be environmentally safe

• It aids to reduce the origins of global warming• It helps companies to use natural resources efficiently

which in turn help in conserving energy• Green marketing done by a company reflects the level of

concern for the community

2

WHY CFL?1. ENERGY SMART:-Compared to “traditional” lamps, Philips energy saving lamps use less energy to generate the same amount of light, last longer, and do not need to be replaced as frequently.2. ECONOMICALLY SMART:-Are you aware that you can save up to 80% in home energy costs by using energy saving lighting?3. ENVIRONMENTALLY SMART:-By simply switching over to energy saving lighting solutions, Europe can save an equivalent of 38 tons of CO2, 156 barrels of oil, and 52 power stations.

WHY PHILIPS?

Source:

PROBLEM STATEMENT

WILL GREEN MARKETING OFFER A SUSTAINABLE COMPETITVE

ADVANTAGE TO PHILIPS CFL?

BENEFITS

• This research will help us know the consumer buying behavior of Philips CFL

• It will also help us know about how much people are aware about the green factor of CFLs

RESEARCH OBJECTIVES/QUESTIONS

• Whether people prefer to use Green Philips CFL or general product?

• Would people pay more for environment friendly Philips CFL?

• Does awareness play an important role in the purchasing decision of a consumer?

SCOPE OF PROJECT

• DEMOGRAPHY : Hyderabad (Urban & Rural)• Age Group : 18+• Users : Who all uses or have used bulbs or CFLs at their

home

RESEARCH METHODOLOGY

• A) Quantitative Sampling :- Primary Data : • Electrical shops and places such as malls where we can find

middle class and high class people and give them questionnaires to know about their awareness and preference regarding Phillips CFL

• Nearby areas (within 4 kms Radius from our college)where we can find rural people who use bulbs and CFLs

Secondary Data : Research papers, annual reports of Philips helped us in obtaining the secondary data for us. Certain links from the internet also helped us. Some of them are :

http://ijaps.usm.my/wp-content/uploads/2013/07/Art3.pdfhttp://www.fi.nielsen.com/site/documents/NielsenGlobalSocialResponsibilityReportMarch2012.pdfhttp://www.gmaonline.org/.../research.../greenshopper09.pdfhttp://www.sustainablebrands.com/news_and_views/articles/green-products-account-roughly-half-philips-2012-revenuehttp://www.annualreport2012.philips.com/

Qualitative data : We will be conducting an interview with the sales officer and the sales representative of Philips to know more about the product.

THANK YOU