Introduction:
In present market is a buyer
market instead of seller market in which buyer treat as supreme success
of product or service depends how consumers perceives it in the light of his
requirement and availability to pay for it. Consumers are aware of different
brand of products, more over the intense completion in the market has given
the consumer wide range of products are intelligent and they know what is the
best available in the market, they can’t be cheated any more.
In consumer durable market VIDEOCON is the well-known name
in the country. It produces Colour TV, Washing machine, Refrigerator, A.C.,
and Microwave oven etc.
The project report deals with the satisfaction level of dealers and perception
about VIDEOCON brand (Colour TV, Washing Machine and Refrigerator) in the region
of South Delhi. VIDEOCON is the India’s largest producer of
consumer durable products after the Koreans (LG and Samsung). It has adopted
multi brand strategy. Despite the Product, being of good quality and internationally
recognized brand, VIDEOCON is unable to create a niche in upper class people
for itself neither it is able to retain customer for itself. It has also been
found that in spite of its established dealer’s network and the business relationship
with the dealers for the last so many years, the dealers are most satisfied
with the policies of the new entrants in the market such as LG, Samsung and
Whirlpool etc.
As customers want in the case of consumer durable products depend upon various
factor i.e. family size, cost, brand image etc. The competitors of VIDEOCON
are mainly LG, Samsung etc. The rationale of my project is to find dealers satisfaction
level and perception about VIDEOCON brand, loop holes if any in case of VIDEOCON
Colour TV, Washing Machine and Refrigerator, to frame a strategy to promote
to the product of the client company so that it sales can be increased.
Number of Pages of Project Report: 90
Package Includes: Project Report
Project Format: Document (.doc)
Table of Contents of Project Report:
1. Introduction
1.1 Introduction to the problem
1.2 Rationale of the study
1.3 Scope of the study
2. Company profile
2.1 About VIDEOCON INDUSTRIES LIMITED
2.2 Logo logic
2.3 Corporate profile
2.4 Business
2.5 Brand Basket
2.6 Brand Basket’s logos
2.7 Multi Brand Strategy’s logos
2.8 Vision & Mission
2.9 Values & Philosophy
2.10 Future Plans
2.11 Social Commitment
2.12 Board of Directors
2.13 Registered office
2.14 Factory
2.15 Ownership Structure
3. Literature Review
3.1 The Four Ps of Marketing
3.2 Brand
3.3 Brand Image
3.4 Brand Loyalty
3.5 Brand Awareness
3.6 Consumer Behaviour
3.7 Consumer decision process
4. Objective of the study
4.1 Main objective
4.2 Specific objective
5. Methodology
5.1 Data source & Data collection
5.2 Research design
5.3 Research design
5.4 Sample size
5.5 Sampling Procedures
5.6 Field work
5.7 Methodology for Processing and analyzing data
5.8 Limitations
5.9 Markets covered
5.10 Flow charts of Projects Activity Sequencing
6. Data Analysis
7. Conclusion
8. Recommendations
9. Executive Summary
10. Bibliography
11. Questionnaire
