PROJECT REPORT

ON
“A Study on Customers Perception and buying behavior
towards washing machine”

Submitted to KCL-IMT

(IK GUJRAL PUNJAB TECHNICAL UNIVERSITY,

KAPURTHALA, PUNJAB)

Project Guide: - Submitted By:- Mandeep kaur

Uni. Roll no- 1812083

DEPARTMENT OF MANAGEMENT
KCL-IMT
JALANDHAR

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 TABLE OF CONTENTS

S.NO Chapters Page No.

1, Introduction 3-7

2. Review Of Literature 8-9

3. Need, Objectives, Scope 10

4. Research Methodology 11

5. References 12

ss

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Chapter 1
Introduction to the topics
Introduction
Far too often, retailers think that consumer buying is randomized. That certain products
appeal to certain customers and that a purchase either happens or it doesn’t . They approach
product and service marketing in the same way, based on trial and error. What if there were a
distinctive set of steps that most consumers went through before deciding whether to make a
purchase or not? What if there was a scientific method for determining what goes into the
buying process that could make marketing to a target audience more than a shot in the dark?
The good news? It does exist. The actual purchase is just one step. In fact, there are six stages
to the consumer buying process, and as a marketer, you can market to them effectively.

1. Problem Recognition
Put simply, before a purchase can ever take place, the customer must have a reason to believe
that what they want, where they want to be or how they perceive themselves or a situation is
different from where they actually are. The desire is different from the reality – this presents
a problem for the customer.
However, for the marketer, this creates an opportunity. By taking the time to “create a
problem” for the customer, whether they recognize that it exists already or not, you’re
starting the buying process.
2. Information Search
Once a problem is recognized, the customer search process begins. They know there is an
issue and they’re looking for a solution. If it’s a new makeup foundation, they look for
foundation; if it’s a new refrigerator with all the newest technology thrown in, they start
looking at refrigerators – it’s fairly straight forward.
Becoming a Google Trusted Store, like CJ Pony Parts – a leading dealer of Ford Mustang
parts – allows you to increase search rankings and to provide a sense of customer security by
displaying your status on your website. Increasing your credibility markets to the information
search process by keeps you in front of the customer and ahead of the competition.
3. Evaluation of Alternatives
Just because you stand out among the competition doesn’t mean a customer will absolutely
purchase your product or service. In fact, now more than ever, customers want to be sure
they’ve done thorough research prior to making a purchase. Because of this, even though they
may be sure of what they want, they’ll still want to compare other options to ensure their
decision is the right one.
4. Purchase Decision
Somewhat surprisingly, the purchase decision falls near the middle of the six stages of the
consumer buying process. At this point, the customer has explored multiple options, they
understand pricing and payment options and they are deciding whether to move forward with
the purchase or not. That’s right, at this point they could still decide to walk away.
This means it’s time to step up the game in the marketing process by providing a sense of
security while reminding customers of why they wanted to make the purchase in the first
time. At this stage, giving as much information relating to the need that was created in step
one along with why your brand, is the best provider to fulfill this need is essential.
If a customer walks away from the purchase, this is the time to bring them back. Retargeting
or simple email reminders that speak to the need for the product in 3 question can enforce the
purchase decision, even if the opportunity seems lost. Step four is by far the most important
one in the consumer buying process. This is where profits are either made or lost.

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5. Purchase
A need has been created, research has been completed and the customer has decided to make
a purchase. All the stages that lead to a conversion have been finished. However, this doesn‟t
mean it‟s a sure thing. A consumer could still be lost. Marketing is just as important during
this stage as during the previous.
6. Post-Purchase Evaluation
Just because a purchase has been made, the process has not ended. In fact, revenues and
customer loyalty can be easily lost. After a purchase is made it’s inevitable that the customer
must decide whether they are satisfied with the decision that was made or not. They evaluate.
If a customer feels as though an incorrect decision was made, a return could take place.
History of washing machines

19th-century Metropolitan washing machine

Automatic machines

Early automatic washing machines were usually connected to a water supply via temporary
slip-on connectors to sink taps. Later, permanent connections to both the hot and cold water
supplies became the norm, as dedicated laundry water hookups became common. Most
modern front-loading European machines now only have a cold water connection (called
"cold fill") and rely completely on internal electric heaters to raise the water temperature.[29]
Many of the early automatic machines had coin-in-the-slot facilities and were installed in the
basement laundry rooms of apartment houses
World War II and after

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A classic Bendix washing machine
A 1950s model Constructa
After the attack on Pearl Harbor, US domestic washer production was suspended for the
duration of World War II in favor of manufacturing war material. However, numerous US
appliance manufacturers were given permission to undertake the research and development of
washers during the war years. Many took the opportunity to develop automatic machines,
realizing that these represented the future for the industry.

Fully-automatic washing machines

A fully-automatic washing machine does everything at the touch of a button. This washing
machine comes with a single tub that acts as a washer, dryer and also rinses the clothes.
These can come as front and top load machines, and the programs and efficiency can also
vary between the machine, depending on the brand.

Semi-automatic washing machines

Unlike the fully-automatic washing machines, these are only partially automatic washing
machines. This means that you will need to do some parts manually, like fill up the water in
the tub before starting the machine, or if you have a twin-tub semi-automatic washing
machine, you’ll need to move the washed clothes into the drying tub. These are always going
to be top loading.

Front load washing machines

A front load washing machine is a fully-automatic washing machine that loads from the front
side. These machines usually consume less water and energy, and usually yield better laundry
results than their top load counterparts.

Top load washing machines

Both manual washing machines and fully-automatic washing machines come in a top load
form. These kind of machines are loaded from the top. This is good for people who want a
machine in which they don’t need to bend down completely to load the clothes in the
machine. Fully-automatic top load washing machines usually take up less space, so they’re
good for people looking to fit a washing machine into a narrower space.

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List of Top 10 Washing Machine Brands in India
 LG-LG offers a wide array of washing machines with the latest and best technology.
They come in lovely colors, and modern and trendy designs. Following are the various
types of products in this segment:
1. Front loading washing machines
2. Top loading washing machines
3. Washer dryers
4. Semi automatic washing machines

 Videocon-Videocon can be credited for creating the first ever completely automatic top
loading washing machines that have direct drive technology. It has also used the same
technology to come up with India’s first tilt drum washing machine. It primarily deals in
Front Loading, Semi Automatic, and Top Loading washing machines.
 Samsung-The front loading washing machines of Samsung offer various looks as well
as functions. The top loading variety has a various settings and styles for the discerning
consumers. The semi automatic washing machines are known for their effective
performance.
 Whirlpool-Whirlpool washing machines offer 1-2-1-2 hand wash facilities along with
in built heater and 6th sense benefits. They come in different variations like the
following:
1. Semi Automatic
2. Fully automatic (top load)
3. Fully automatic 360 degree machines
4. Fully automatic (front load)
 Onida-The fully automatic washing machines of Onida have built-in brushes, a unique
aspect, which makes sure clothes are washed just like a hand wash. These washing
machines also have strong motors. The semi automatic washing machines of Onida are
competent enough to handle the regularlaundry needs of the owners. It also features the
in-built brush.
 Godrej-Godrej offers two main types of washing machines – the fully automatic ones
and the semi automatic ones. The fully automatic washing machines are available in
different versions like tilt open drum, top loading, and front loading.
 IFB-IFB washing machines are built with German technology and have features like
Aqua Energie, a device that makes it easier for detergents to operate and makes clothes
softer. These washing machines also use less water, electricity, and washing powders.
These machines have smart sensors that find out any imbalance during the spin and then
correct it and also make the least sound during extra insulation. They have shower and
water jets in the paddles that makes sure clothes are totally soaked.
These washing machines are ideally suited for small amounts of clothes that have been
worn once and have to be cleaned urgently. They also have protective facilities against
rodents like rats.
 Haier -Haler offers three major types of washing machines – semi automatic, top load
fully automatic, and front load fully automatic. The unique selling point of these

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 machines is 5 year warranty and near zero pressure technology. They are mainly
available in two colors – grey, and white.
 Panasonic-The fully automatic washing machines of Panasonic have a washing
capacity ranging from 7 kg to 14 kg. They offer energy efficiency and water saving that
is at par with the very best in the industry. They also have foam and auto load sensors
and drum inlets that make loading and unloading easy. In addition to these the washing
machines offer programmed wash courses and double layer doors.
The washing capacities of the semi automatic washing machines vary between 6.8 and
7.2 kg. These offer facilities such as multi pulsator, rust free body, and auto soak. They
also have water resistant panels that prevent electrical faults and are compliant with
RoHS.
 Weston-Weston offers two kinds of washing machines – single tub washers and twin
tub washers. The single tub washing machines come with a capacity of 6 kilos, fiber
bodies, and 2 year warranties.
The twin tubs have washing capacities of 6.5 kilos with dual waterfall functions. They
also have filter function, warranty of 2 years, and fiber bodies.

India washing machine industry growth prospects

It is estimated that by 2030 the industry will have 590 million customers in the urban areas.
The per capita expenditure by that time has been calculated at INR 50 thousand and this
makes India a huge market for the washing machine companies.

A study by the McKinsey Global Institute predicts that the amount of middle class families
who earning between INR 2 and 10 lakh will go up to 128 million by 2025.

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Chapter 2
Review of literature
1) Mintz, Steven talks about although, on the face of it, choosing a washing machine should
be fairly straight forward once you've set your budget, but there's actually lot to look into.
There are probably things that you haven't even thought about, such as the cost of running a
machine: in other words, it may be better to spend more money upfront to get cheaper
running costs, saving over the lifetime of the machine.
2) Arwen Mohun, says Energy consumption and water use are the two factors that set how
much your washing machine will cost to run per year. Running costs are extremely important,
as a machine that's cheaper to run could cost you less in the long-run even if it's more
expensive to buy. ISSN: 2347 5587 Peer Reviewed International Journal Vol. No. III Issue
No. 05 May 2015 CKPIM BUSINESS REVIEW 10
3) R Rosenthal said every washing machine has an EU Energy Rating label attached to it.
This gives you an energy rating grade from A++ down to A, with the higher grades being
more efficient. Each grade contains a range of efficiencies, so one A+++ washing machine
may be more efficient than another. To help you decide, each label also contains a figure for
the washing machine's power consumption rated at kWh/year and the water consumption in
Litres/year. Look for the machine with the lowest figure. Our reviews will tell you how much
each machine costs per year to run, so you can find the cheapest model.
3) Evelyn feeling about drum size is one of the most important aspects of a washing machine
and is quoted as the total weight of dry washing that can be loaded into the machine to be
washed. For a typical household a 6kg drum will suffice. However, a larger drum can make a
lot of sense, as not only can you wash more clothes in one go, but you can wash larger items,
such as duvets. Typically speaking a larger drum 6
will be more efficient per kg of washing, requiring less water and power to wash the same
amount of clothes as a machine with a smaller drum.
4) S. Campbell opinion is the spin speed simply tells you how fast the drum spins in
revolutions per minute. Generally speaking, the faster the spin speed the drier your washing
will be when the machine has finished. Budget washing machines will typically spin at
around 1,100rpm, but look for a 1,400rpm or 1,600rpm machine for the best performance.
Our reviews will tell you how dry washing was when the washing cycle had finished.
5) Dyson, James answer is each washing machine manufacturer has its own special features,
designed to improve wash quality and save money. For example, Samsung's Ecobubble
technology dissolves detergent using water and air, to create bubbles that penetrate and clean
cloths more efficiently. Our reviews will test every machine's unique features to tell you if
they work and if they're worth the cash.
6) Sanyo Announces pay careful attention to the special wash cycles on a washing machine.
A Wool mark-certified machine can wash woolen garments, while some machines have
special silk modes. If you've got a lot of delicate items, a hand-wash mode can save you a lot
of manual labors.
7) Vatican says some machines have anti-creasing and easy-iron settings, which will make it
easier to care for those items you need to iron at the end of a wash. Our reviews will tell you
ISSN: 2347 5587 Peer Reviewed International Journal Vol. No. III Issue No. 05 May 2015
CKPIM BUSINESS REVIEW 11 what's worth worrying about. As washing machines get
more and more complicated, it's important to have a model that's clear and easy to
understand. 7
8) Thomas Kirto reviews will tell you how easy each machine is to use. It can also be handy
to have a washing machine with a clear display that shows you its current setting and how

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long is left on the current wash cycle. Again, our reviews will tell you what you need to
know.
9) Daniel girg reviews will be launching a white goods channel in the next couple of months,
bringing you the best home appliance reviews and branching out from pure technology. Our
goal with the site was always to bring the best buying advice for a diverse range of products
and home appliances felt like the next area to expand to.
10) Elezabath reena says for now, we're completing our lab and doing the tech work
necessary to integrate these reviews into the website. Rest assured, our same high-quality
tech reviews, news and features will continue. When it comes to testing washing machines
there are two key factors to look at: how clean it gets your clothes and how much it will cost
you a year. 8
11)Janaki, P and Shanthi, P2 (2013) in their study entitled, “Marketing Stimuli in Purchase
of Home Appliances From Customer Perspectives”, explains that marketing strategy is the
game plan which the firms must adhere to, in order to outdo the competitor or the plans to
achieve the desired objective. The people consume things of daily use, and buy these
products according to their needs, preferences and buying power. The objectives of the study
are to study the purchase decision behaviour relating to home appliances and to analyze
customer response to the marketing stimuli of home appliances. The study was carried out
with the sample size of 200 respondents selected based on proportionate random sampling
with in Coimbatore city. The data were collected with interview schedule and were analyzed
using percentage weighted average score analysis of variances.
12) Senthil Kumar, M.J and Sadeesh Kumar, K and Nagarajan, N.R4 (2013) in their
study entitled, “A Study on Consumer’s Attitudes towards Washing Machine”, which
explains that in the modern technological world many innovations and new apparatus are
invented by the man for reducing the work burden of the layman. Especially a lot of home
appliances are introduced to save the valuable time of the working women. Because in the
hurry bury world both husband and wife are working. So the modern women are not having
sufficient time to do domestic work like washing their dresses.
13) Vijayalakshmi , S and Mahalakshmi, V6 (2013) have made an attempt on, “An impact
of consumer buying behavior in decision making process in purchase of electronic home
appliances in Chennai (India): an empirical study”, which presents consumer behavior is the
study of individuals, groups, or organizations and the processes they use to select, secure, and
dispose products, services, experiences, or ideas to satisfy needs and the impacts that these
processes have on the consumer and society. It blends elements from psychology, sociology,
social anthropology and economics. It attempts to understand the decision-making process of
buyers, both individually and in groups.
14)Kalaiselvi, K.T and Muruganandam, D8 (2013) made a study on, “Consumer Attitude
towards Promotional Schemes and Influence of Brand On Purchasing Home Appliances”,
points out that understanding the consumer attitude is an important part of the marketing
process to realize the challenges faced by marketers in comprehending the consumers’ mind.
The marketers have to know why a buyer makes a purchase and the processes in the mind of
the buyer which influence him or her in buying different products or services. Sales
promotions are designed to have an immediate impact on sales.

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Chapter 3
Need ,scope, objective

Need of the study

1 This research deals with buying behavior of the consumer in urban areas
2 This research focuses on output of the product
3 This research also studies that whether the product is useful to the consumer or not?
4 This research focuses on satisfaction level of the consumer
Objectives of the study
1 To study consumer preference towards washing machines
2 To study consumer buying behavior
3 To study factors affecting consumer behavior
Scope of the study
1 This Report will help to understand the consumer behavior towards purchasing a new
washing machine.
2 It also opens the various factors which can affect the purchase decision.
3 This report provides a frame of mind of people, what are the expectations of consumer and
up to how much level these expectations met.
4 This report will be helpful for the retailers and companies so that they can understand the
consumer behavior and can satisfy the consumer on better manner. To know whether the
recommend other or not

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CHAPTER-4
RESEARCH METHODOLGY
Research methodology means "defining a problem, defining the research objectives,
developing the research plan, collecting the information, analyzing the information and
presentation of findings." Such framework is called "Research Design". The research process
that would be followed by me consisting following steps;
Research Define
The research would be carried out to know customers perception towards washing machine .
Research Design
A research design is the arrangement of conditions for the collection and analysis of data in a
manner that aims to combine relevance to research purpose with economy in procedure. My
research would be descriptive in nature. This step of the study consists of developing the
most efficient plan for gathering the relevant data. The following factors will be under focus
in the research plan:
Descriptive Research: Descriptive research is a research where in researcher has no
control over variable. It just presents the picture, which has already studied. It is a type of
conclusive research, which has as its major objective the description of something-usually
market characteristics or functions.
Sampling Design: It is a definite plan for obtaining a sample from a given population. It
refers to the technique or the procedure the researcher would adopt in selecting items for the
sample
Universe: Research sample unit refers to the geographical area that I will cover while
conducting the research. The universe of my study would be Nakodar (sunder nagar)
Sample Unit: Who is to be surveyed? The target population must be defined that will be
sampled. It is necessary to develop a sampling frame so that everyone in the target population
has an equal chance of being sampled. The sample unit pertaining to my study would be
respondents of nakodar
Sample Size: How many people will be surveyed? This refers to number of respondents to
be selected from the universe to constitute a sample. An optimum sample is one that fulfills
the requirements of efficiency, reliability and flexibility. The sample size of 70 will be served
the purpose of my study.
Sample Method: The sampling method used would be non-probability convenience
sampling (where the researcher selects the most accessible population members from which
to obtain information).
Methods of Data Collection and analysis: The researcher can get two types of data:
a) Primary Data

Primary Data: Primary data is a data which did not exist earlier and is being collected by
the researcher first time for its specific objectives. The primary data would be collected
through questionnaires by conducting personal interview and telephonic interviews of the
respondents of District Nakodar.

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Website Refereed

https://www.ariel.in/en-in/washing-machine

https://reviewfantasy.com/

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