Market survey for kitchen appliances; Crompton Greaves, Bombay

Abstract

AS we approach the end of the twentieth century, we see a dramatically transformed India. The consumer is becoming king. Aspirations are rising and are being met by appropriate products. Product design, scale economies, packaging, pricing, branding, distribution, advertising are the means by which products are building themselves. As the TV explosion continues, they will even become stronger. With this background I was asked to conduct a market survey for kitchen appliances. The objectives of this study were to estimate the potential market size for kitchen appliances in India, toa determine the determinants of consumer buyer behaviour, and to find where Crompton Greaves stands in this market. Data was collected from secondary data sources to get an estimate of the market for kitchen appliances in India. In addition, a dealer Survey and a consumer survey were conducted to determine the factors influencing buyer behaviour, and to find out where Crompton Greaves stands in the mindset of the consumer. From this study, the findings indicate that the market for kitchen appliances in India is of the order of Rs. 1000 crores. Aliso, brand image and after sales service were found to be the most influential factors determining consumer buying behaviour. Advertisements were found to be the most influential communication channels. In the kitchen appliances market, Crompton Greaves has not made its presence felt. Brand recall for Crompton Greaves was found to he very low. Also, in terms of the various attributes too, Crompton did not enjoy a good rating. My recommendation to Crompton Greaves is to define a proper and definite stand on this market. It is necessary to treat Domestic Appliances as an investment center and spend heavily on advertising. Other options open are to strengthen its distribution channels, especially. Also, increasing the number of models, with more emphasis on product design and aesthetics can be helpful in the markets where there is little product differentiation among the different brands. I also recommend direct marketing and direct mail as another option.