Consumer Behavior in Air Conditioner Purchase - a Study on Videocon

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I N T R O D U C I T O N :

E v e r y b u s i n e s s o r g a n i z a t i o n t h a t c o m e s i n t o c o n t a c t w i t h t h e c us t o m e r d e v e l o p s a p e r c e p t i o n i n t h e m i n d o f t h e c u s t o m e r . I n o r d e r t o g a i n m i n d s h a r e a l o n g w i t h t h e m a r k e t s h a r e the organizations often strive hard to understand what is known as their consumers behavior . In this segment we first identify the problem statement before proceeding the projects objectives

Project Objectives

A n o v e r v i e w o f v i d e o c o n .

Analyze t h e r e p u t a t i o n o fv i d e o c o n T . V . i n t h e m a r k e t .

Consumer preference

To understand its competitors in business.

Analysis of Videocons consumers

An in-depth study of the consumer behavior patterns for Vieocon

I N D U S T R Y S C E N A R IO

Before the liberalization of the Indian economy, only a few companies like Kelvinator, Godrej, Allwyn, and Voltas were the major players in the consumer durables market, accounting for no less than 90% of the market. Then, after the liberalization, foreign players like LG, Sony, Samsung, Whirlpool, Daewoo, Aiwa came into the picture. Today, these players control the major share of the consumer durables market.

Consumer durables market was expected to grow at 10-15% in 2007-2008. It is growing very fast because of rise in living standards, easy access to consumer finance, and wide range of choice, as many foreign players are entering in the market. Consumer durables are the products whose life expectancy is at least 3 years. These products are hard goods that cannot be used up at once.

Consumer durables Sector can be classified as follows:

1. Consumer Electronics includes VCD/DVD, home theatre, music players, color televisions (CTVs), cameras, camcorders, portable audio, Hi-Fi, etc. 2. White Goods include dishwashers, air conditioners, water heaters, washing machines, refrigerators, vacuum cleaners, kitchen appliances, non-kitchen appliances, microwaves, built-in appliances, tumble dryer, personal care products, etc. 3. Moulded Luggage includes plastics.

4. Clocks and Watches

5. Mobile Phones

A B O U T C O N S U M E R E L E C T R O N I C S I N D U S T R Y

1.History of consuemr Electronics in India

T h e E l e c t r o n i c s I n d u s t r y i n I n d i a t o o k o f f a r o u n d 1 9 6 5 w i t h a n o r i e n t a t i o n t o w a r d s s p a c e a n d d e f e n s e t e c h n o l o g i e s . T h i s w a s r i g i d l y c o n t r o l l e d a n d i n i t i a t e d b y t h e g o v e r n m e n t . T h i s w a s f o l l o w e d b y d e v e l o p m e n t s i n c o n s u m e r e l e c t r o n i c s m a i n l y w i t h t r a n s i s t o r r a d i o s , B l a c k & W h i t e T V , C a l c u l a t o r s a n d o t h e r a u d i o p r o d u c t s . C o l o u r T e l e v i s i o n s s o o n f o l l o w e d . I n 1 9 8 2 - a s i g n i f i c a n t y e a r i n t h e h i s t o r y o f t e l e v i s i o n i n I n d i a – t h e g o v e r n m e n t a l l o w e d t h o u s a n d o f C o l o u r T V s e t s t o b e i m p o r t e d i n t o t h e c o u n t r y t o c o i n c i d e w i t h t h e b r o a d c a s t o f A s i a n G a m e s i n N e w D e l h i . 1 9 8 5 s a w t h e a d v e n t o f C o m p u t e r s a n d Telep h o n e E x c h a n g e s , w h i c h w e r e s u c c e e d e d b y D i g i t a l E x c h a n g e s i n 1 9 8 8 . T h e p e r i o d b e t w e e n 1 9 8 4 a n d 1 9 9 0 w a s t h e g o l d e n p e r i o d f o r e l e c t r o n i c s d u r i n g w h i l e t h e i n d u s t r y w i t n e s s e d c o n t i n u o u s a n d r a p i d g r o w t h .

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