Market Research for Godrej Home Furniture Segment

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GODREJ & BOYCE MANUFACTURING CO. LTD.

SUMMER PROJECT ON: MARKET RESEARCH ANALYSIS FOR HOME FURNITURE SEGMENT

SYMBIOSIS INSTITUTE OF MANAGEMENT STUDIES

SUBMITTED BY:
SHALINI II A – 44 SIMS (BATCH OF 2008-10) PNR No: 08020441050 Shalini.1086@gmail.com

Market Research Analysis For Home Furniture Segment

ACKNOWLEDGEMENT
The completion of a report is never and can never be a unilateral effort. Through this sentence, I wish to make a modest effort to thank and express my gratitude to all those who extended their cooperation and assistance for this project. I place my sincere gratitude to Mr. Vaibhav Tanwar for giving me the opportunity to work with the Organization. I would like to thank Mr. Inderpal Singh, Manager of Okhla Interio store for his constant encouragement and personal involvement in the project which far exceeded that of mere guidance and also to Mr. Rajiv Mishra, who helped, guided and inspired me. I would also like to express my gratitude to all the staff members of Godrej Interio Showroom, Okhla without whose help this project would not have taken its current shape. I would also like to thank Mr. Govind Hemrajini, my course coordinator and internal guide at SIMS for extending his assistance, support, valuable advice and time.

WITH REGARDS SHALINI

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Market Research Analysis For Home Furniture Segment

EXECUTIVE SUMMARY
My summer project at Godrej & Boyce Manufacturing Co. Ltd. was divided into various parts. In the first part, I was required to identify and study the catchment areas for the Interio Showroom at Okhla. The neighbouring areas were visited for the purpose and the catchment areas were identified as the following colonies:  Sarita Vihar  Jasola Vihar  New Friends Colony  Kalkaji  Greater Kailash  South Extension  Chittaranjan Park Information about the living standard of the residents of these colonies was obtained from the RWAs and Residents’ directories with the contact details of all the residents of the colonies was obtained and submitted to the store. In the second part of the project, a survey was conducted with a sample size of 100 amongst the residents of the catchment areas to check their awareness about Interio vis-à-vis the other Furniture brands and also to check how satisfied Godrej customers were with their furniture. In the third part of the project, various competitors of Interio such as Durian, Style Spa, EVOK, Home Centre etc. were studied minutely by visiting their showrooms posing as prospective buyers and asking probing questions. Finally, in the last part, a SWOT analysis of Godrej Interio, Okhla was conducted and some marketing activities that the company can conduct to improve its visibility and awareness were suggested.

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Market Research Analysis For Home Furniture Segment

TABLE OF CONTENTS
ACKNOWLEDGEMENT…………………………………………………………… 2 EXECUTIVE SUMMARY………………………………………………………….. 3 OBJECTIVES………………………………………………………………………... 5 INTRODUCTION…………………………………………………………………….6  Overview of The Furniture Market…………………………………....7  Factors Influencing Furniture Buying Trends…………………………8 COMPANY OVERVIEW……………………………………………………………..9 TERRITORY MAPPING & IDENTIFYING CATCHMENT AREAS……………..20 QUESTIONNAIRE ANALYSIS…………………………………………………….34  Research Methodology……………………………………………….35  Research Design……………………………………………………...36  Analysis and Interpretation…………………………………………..39 COMPETITOR ANALYSIS…………………………………………………………46  Style Spa……………………………………………………………...48  Durian………………………………………………………………...66  Ebony Gautier………………………………………………………..70  EVOK………………………………………………………………...75  Villa…………………………………………………………………..79  Home Centre…………………………………………………………82 SWOT ANALYSIS…………………………………………………………………..85 FINDINGS & RECOMMENDATIONS…………………………………………….88 BIBLIOGRAPHY……………………………………………………………………89 APPENDIX..…………………………………………………………………………90

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Market Research Analysis For Home Furniture Segment

OBJECTIVES
 Territory mapping of Godrej Interio Showroom, Okhla and identifying the...
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