CONSUMER INSIGHTS PROJECT

Product: Refrigerators
Product Specifications: Double Door
Brand 1: Godrej
Brand 2: Whirlpool

Group 10
Ankita Singhal - 359
Garv Manchanda - 192
Amit Kumar - 008
Kalyani P - 140
Mayank Khandelwal - 031
Adji Coura Gningue- IE/001

Indian Refrigerator Market

Till the 1980s, players like Godrej, Kelvinator, Allwyn and Voltas
controlled almost 90% of the market. Earlier, the white goods sector
was categorized as a luxury goods industry and was subject to
oppressive taxation and licensing. The situation changed after the
liberalization of the Indian economy in the early 1990s. The
government removed all restrictions, and now there is no restriction
on foreign investment, and licenses are no longer required. Postliberalization, a number of foreign companies entered the market
and many domestic players also diversified into refrigerators. BPL
and Videocon who already had a presence in the consumer
electronics market, leveraged their strengths to enter the durables
sector.
According to Refrigerator Market Forecast to 2015, a recent report
by RNCOS, the refrigerator market is estimated to grow at a CAGR of
25.7% during 2012-2015.
Indian refrigerator market is valued at INR 4,000 cr
Refrigerators hold only 16% of consumer durable market that
is valued at around INR 20,000- 25,000 cr in India
The refrigerator market has been growing at a rate of about
15% per year, while the consumer durables industry as a
whole has grown at almost 8%.
Refrigerators constitute the second largest product segment
within the Indian consumer durables sector in India, with an
estimated annual turnover of INR 39 bn during FY2005 with an
estimated sale of 4.1m units

I. Product Category
Due to increasing purchasing power parity, favorable weather
conditions, growing Indian economy, me-too attitude of Indian
consumers and other factors refrigerators are strengthening their
foothold in Indian market. Buyers make an informed decision as
product like refrigerators are very high involvement product. To
understand the buying behavior of refrigerators in India let us
understand the needs, usage, benefits and motivation behind
purchasing this product.

Needs of refrigerators in India

Changing lifestyle: As Indian population is moving towards service
sector from manufacturing and agriculture sector, their lifestyle has
changed over this transition period. Middle class population and
above are getting habituated to a comfortable life and products like
refrigerators fit right in these situation.
Hot and humid climate: Average temperature of India has been
increasing over the years which demands a mode to keep the heat
down.

Shift in the womens occupation: Women have started taking up

jobs, leaving them with lesser time to spend in the kitchen. A
refrigerator makes life easier for the lady of the house in terms of
proper storage for later consumption
Modernization of food habits and healthy living: With busier
lives, processed foods and dairy products have become very
popular. The storage of such foods requires proper cooling and
storage
Social Status: For Indian consumers it is really important to keep
up to the society. If one household buys some product it triggers a
chain reaction of purchase in the society to prove their capability to
own a similar product.

Usage of refrigerators in India

In India, refrigerators have the highest aspirational value of all
consumer durables, with the exception of televisions. Thus
refrigerator counts for the high growth rate of the refrigerator
market. Penetration rate is 13% in India; fifth largest in consumer
durables
The penetration of refrigerators is considerably higher in
urban areas, which count for 75% of the demand, with rural
areas constituting the other 25%.
The demand is also higher in the northern and western parts
of the country than in the east. The south also has high
demand as the warmer weather of the south requires a
refrigerator running throughout the year
On the basis of technology:
Direct Cool These are the low range products and are mostly
single door
Frost- free These are the
premium products which are
usually double/multi door
Frost Free market share if 43%
and Direct Cooling is 57% on the
basis of revenue share.
On the basis of capacity:
Mini (50 to 100 liters) For
bachelors
Small (170 to 200 liters) Right
for a couple and a small kitchen
Medium (200 to 450 liters) For nuclear families, not too big
or too small
Large (450 to 800 liters) For big homes and a big budget

Benefits from Using ACs

From lower middle class to upper class, almost everyone uses a

refrigerator these days.
Initial price and other social benefit outweigh the benefits derived
from refrigerator consumption
Benefits derived from usage of refrigerator can be manifold which
have been listed below:
Social benefits: Me-too behavior and reputation in society yields
benefits for lower to middle class families. For upper middle class
and above, the brand and product features would yield to social
benefits
Clean and clear air: Refrigerators help in keeping food fresh which
reduces the chances of food going stale
Unaffected by weather and heat: This is the final benefit derived
from using this product.
This product has more weightage to personal benefits compared to
social benefits and this is the main reason behind high growth rate
of ACs in Indian market.

Motivation
Motivation can be positive as well as negative. Impact of motivating
factors may be long term as well as short term.
Need is the major motivating factor behind buying refrigerators it
can be safety, social or esteem. For upper class its more of safety
than social or esteem.
As discussed in the earlier section, these benefits play as positive
motivations for buying this product. Apart from these factors
reducing prices and new and innovative technologies are also
contributing towards positive motivation. There could be negative
motivating factors as well as discussed below:
- Polluted air may lead to perilous respiratory diseases
- Foul smell and suffocating environment may lead to strain in
the relations
- Inferior image in the society
Refrigerator is a high involvement product and before making a
purchase of high end product consumers carryout a thorough
research. They keep needs, benefits and price points in
consideration.

II. Brand Communications

GODREJ
TV Commercial 1:
Godrej Muzi Play TVC: https://www.youtube.com/watch?
v=RaM2yeuCGXc
Brief:

The ad starts with the father of two kids is trying to cook while also
singing (out of tune) a popular Bollywood song. It shows him
enjoying himself while cooking. The scene moves to the two kids
and the dog who find it unbearable and a fresh flower dying due to
the noise and the glass on the photo frame cracking. It then
switches to show fresh vegetables in the refrigerator. While his wife
walks into the room to hear the awful singing and switching on the
radio on the fridge to play the actual song and thy enjoy their time
cooking and dancing to the tune. A background voice then speaks
about the offering of inbuilt radio and music player. They show the
refrigerator from the angle showing the radio and music, focusing on
the two components and then the picture of the whole fridge with
the brand and power rating. It ends with Godrej logo on the
screen.
On observing the TV Commercials, it is quite clear that Godrej is
aiming at the Adults who are planning to start a family. It plays on
their basic needs. The first ad, Godrej Muzi Play is creating a
differentiation by showcasing the new age feature of a refrigerator,
which comes with an inbuilt radio and music player.
Insight:
New age adults are used to multitasking and try to enjoy everything
they do. Also a lot of home chefs also try to watch TV
simultaneously. In order to provide entertainment, Godrej comes up
with the inbuilt radio and MP3 player.
Elements in the advertisement:
Interpretation elements:
Classy home interior with family in clean white clothes Shows a
well off household
Husband cooking Modern day family with open-minded culture
Single click switching on of music Ease of access
The blooming flower on the door Shows fresh and stylish design
Attention Elements:
Bright colored vegetables and green vegetables with dew on them
Freshness and cooling efficiency
White air within the fridge Showing the cooling effect
[These last only a few seconds, since the focus is on the
differentiating feature]
The speakers and the MP3 switches at the top of the fridge
Denoting classy design and unique feature
Affective Elements:
Tasting the food while cooking Passion for cooking and not as a
duty
Dance and Music Enjoyment and Fun while cooking

Cognitive Elements:
Fresh vegetables Effective functionality of refrigerator
One click music Easy access of MP3/ radio feature

TV Commercial 2:
Godrej Edge Pro TVC: https://www.youtube.com/watch?
v=7O0hKv0AelI
Brief:
The ad starts with a visual of a male dressed casually gobbling down
a cake and a voice of his wife in the background asking about
passport, tickets and keys ( signifying that they are about to leave
for somewhere) which he responds with neglect while focusing on
the eating. The wife then comes in and gets surprised seeing her
husband like that, eating in a hurry and asks him what is he doing.
The husband gives an excuse that he is finishing the food as the
refrigerator has to be powered off to save the electricity . The wife
takes the plate from his hand and puts in back in the refrigerator
and switches it on and asks him to hurry to catch the flight on time.
Then the performance features of the refrigerator are highlighted;
extra efficiency , extra space, extra fast cooling and highlights it
being budget friendly also.
Insight:
The insight used to make the ad is that modern day couples in early
years of their marriage love to travel. However, since they are
starting a family, budget and savings are always on their mind. This
need is served by the greater efficiency in the refrigerator.

Elements in the advertisement:

Interpretation elements:
Wifes dressing and shades on the head Signify modern day
woman, confident and in control
Wife verifying the checklist of things to carry(Passport, etc.) She is
the planner and organizer, also shows that they are off to a trip.
Attention Elements:
The product in this ad is hidden from view initially. This is probably
done to introduce a slight element of surprise since the starting
does not indicate the intent of the ad.
3 Compartments for space, filled with fresh food Efficiency of
space
White cool air Extra cooling
Edge Pro Logo with outer design Showing sleek design

Magazine Ads:

Both the above advertisements have great attentive and

interpretation elements working for Godrej Muzi Play range.
Attentive Elements :
Just a single element on the screen grabs attention be it a fresh
green watermelon or a fresh corn shell.
Interpretation Elements:
Watermelon : The design on the watermelon shows distorted waves
denoting radio/ music.
Corn A fresh ear of corn with the seeds colored differently signify
the pattern formed indicating beats of music.

Newspaper Advertisements:

The newspaper advertisements focus on the functional aspects of

the refrigerator. The cognitive and affective elements used are as
follows:
Cognitive Elements:
The first ad shows the three distinguishing features: Motion Sensing,
Zone Lighting, Digital Touch and Control Panel, Temperature control
Technology with pictures and explanation for these.
It also shows the call to action, contact addresses as email ID and
phone number to capture the audience.
The second ad shows the wide range of products explaining their
features at the bottom and showcasing the stylish look.
Affective Elements:
The black band and the sleek logo NXW indicates a futuristic
product and modern design.
The second ad shows the curtain with a refrigerator type design on
it again to show the classy modern product.
Attentive Elements:
Introducing Indicates new-ness and a unique product, that is
previously unheard of.
The second ad grabs attention by using the Exchange offer
technique focusing on the opportunity of value for money.

WHIRLPOOL

TV Commercial 1:
3 Door Protton World Series: https://www.youtube.com/watch?
v=JKBAnc6DQJk
Brief:
The ad starts with a male standing in the kitchen yawning and
having a coffee in his glass. The focus then shifts to the female in
the kitchen standing in front of the refrigerator with an apple and
knocks it signifying its freshness. She then throws the apple to the
guy and he knocks it too again signifying the sound as being fresh.
The focus then shifts to the refrigerator. The guy opens it and looks
at the female. She signs at the bottom compartment of the
refrigerator and he opens the separate bottom compartment and
finds the vegetables and checks for the crisp sound. Then the focus
shifts to the cutting of vegetables and the crisp sound of freshness
is highlighted. Then the features of the refrigerator are being shown
through visuals and a background audio which is freshness using a
6th sense technology.
Insight:
The ad focuses solely on the main function of a refrigerator :
Effective cooling for fresh vegetables. They play with the feel of a
common man that any vegetable or fruit is considered fresh if it
makes a tiny sound when broken.
Elements in the advertisement:
Affective elements:
The fresh music and light gives a fresh feeling. The smile on the lazy
mans face shows that even without speaking he is refreshed by
listening to the sound of the fresh vegetables breaking.
Cognitive Elements:
The voice over at the end starts with the Whirlpool brand, showing
each additional feature of Fresh Keeper, 6th Sense Active Fresh
with cold air and blue lights, again indicating freshness.
Interpretation Elements:
The ad shows the man checking the refrigerator but not finding any
fruits but a lot of other items and wonders where the fruits are. The
woman then points him to the lower drawer(a special feature of the
product). This also denotes the additional space present that can
accommodate such large amounts of other food items
Attention Elements:
Most of the attentive elements in this ad are showcasing the
freshness of vegetables and fruits, cabbage, lemon, watermelon and
many more together forming a plethora of colors which grabs
attention.

TV Commercial 2:
Whirlpool Neo iChill - https://www.youtube.com/watch?
v=uXdFw1R__k4
Brief:
The ad starts with a male entering his house from work and finds a
written message on the refrigerator door. He opens the refrigerator
and finds different messages on different compartments in the
refrigerator. He then opens the freezer door and gets and idea and
makes something. The focus then shifts to the female entering the
house and she also finds a message on the refrigerator door left by
the male. She opens the freezer and finds a dessert and then the
male appears. Then the features of the refrigerator are being shown
through visuals and a background audio highlighting the neo chill
deep freeze technology and shows that it chills 50% faster. Then at
the end the couple is shown to be enjoying the dessert
Insight:
The ad is designed to attract new couples who might have different
work timings but still keep the romance going. Most couples love
surprises from one another and this just uses that element to show
special moments thus making the ad memorable.
Elements in the advertisement:
Attention Elements:
A man entering trying to loosen his tie signifies a long tiring day of
work. A tiny chit on the refrigerator shows a romantic way of
communication between couples.
This also makes us notice the refrigerator which has the whirlpool
brand logo on it since the chit is attached close to the logo.
Subliminal Messaging:
The music in the background speaks of how a man comes home but
finds himself alone and hes thinking of his wife and the special
feeling a partner feels when his/her other half reads their mind and
interprets moods. This brings romance in the air for the viewers.
Interpretation elements:
The man opens the refrigerator to find various compartments
labeled differently based on moods. This tries to show the viewer
that one can classify products and keep them in their places rather
than mix everything up.
Affective Elements:
The mood that the ad goes for is romance when they try to surprise
one another. This is catered to by the music, the chit which says
Missing me mood, etc.

Cognitive Elements:
Post the surprise as the couple finds each others company, a
background voice speaks of the new chilling feature, given that the
ad tries to promote the icecream making and holding capabilities of
the freezer. It also plays with the pun the end that Its a whole new
way to chill.

Magazine Ads:

The magazine ads for the two ranges garb attention in different
ways.
Attention Elements:
The Protton Series shows off with a trophy and an certificate/ award,
thereby gaining credibility for the feature. The product is simply
shown to be a basic refrigerator with 3 doors.
The second ad, grabs attention with a variety of colors A bright
Red refrigerator, with red berries, green kiwi, fresh fruits with its
juice surrounding it and the Blue flow of features signifying cold air
coming from the refrigerator.
Cognitive Elements:
The first ad speaks of its design capability and showing that they
focus on effectiveness as well as efficiency.
The second ad shows a multitude of compartments again filled with
fresh fruits, brightly coloured, speaking of the functional benefits of
the product.

Newspaper Ads:

This ad uses a very tasty looking cake with blueberries to attract

attention and then focuses on the cool air signified by the swish in
the background. It also explains by text and using a picture the
unique value propositions by the refrigerator, 6th sense,
Intellisensor, Microblock, etc. which are the cognitive elements
in the ad.
The affective elements show professionalism by showing a sleek
grey model which is classy and stylish. Interpretation is expected
from the open door which shows a large capacity and organized
interior.

This ad grabs attention simply by the bright background color. In

addition to this, the blue color indicates cooling, the core
functionality of the product. The ad brings out the cognitive
elements with a picture of each added attribute as well as
explanation similar to the previous ad. The interpretation here is
focused on the additional compartment specifically for fruits.

Conclusion:
As we looked at both the brands we see that Godrej as a brand
stands for new features and differentiation in the product features,
whereas Whirlpool focuses solely on the main function of cooling
and stresses on efficiency rather than additional offerings.
The advertisements as well show a difference. The Godrej
advertisements show a dominance of Cognitive elements whereas
the Whirlpool advertisements focus on affective elements and on
triggering a particular feeling in the viewer.

III- Consumer Level Data

Primary Research

We visited 8 consumer homes in Calicut with 10 questions

prepared previously in order to understand their decision process.
Three out of eight households have a Whirlpool refrigerator, two
with a Godrej one. The three households left
are using other brands like Samsung or LG
(Samsung - Leader). The questions we
chose are directly related to consumer
decision
making
process:
problem
recognition,
information
search,
alternative
evaluation,
purchase
process, post-purchase evaluation.
We analyzed the types of houses with our target
products and could classify them as follows:
Whirlpool (Sec A) Majority of people
using Whirlpool double door refrigerator were
in Sec A household. Most of them had
bought a fridge around 10 years ago.
Primary
occupation
was
Self-employed
(Businessman, Distributor etc), Doctor etc.
Godrej (Sec B) The SEC B used Godrej double door refrigerator. The
householders were again businessmen but mostly small scale. Most
of them had bought fridge only because the previous was in
irreplaceable condition or spare parts were not available (need
based).
In this analysis, we will highlight the consumer decision process
through the questions asked and after ending by our impressions
and main observations based on two typical households that we
observed.

A- 1ststage: Problem Recognition

What was the

brand of your
previous
refrigerator?
What is the current
one?
Why did you
change your
refrigerator? And
brand?

SEC A

SEC B

Kelvinator

Samsung

Whirlpool

Godrej

Old (20 years)

Defrosting not
present, Technology
outdated

Old (25 years) Non

working condition,
High Power
Consumption

Generally, SEC A and B both decided to change their refrigerator

when they notice some long usage problems as power issue and
also motivated by a need of technological update. For this category
product, the consumer decision process is totally a problem-based
decision. They only decide to purchase when they face a problem
with their product.
So, when they are aware of the problem (active problem) and they
feel the need to purchase and know what kind of product can satisfy
their needs (a performant refrigerator for both households with
energy saving), the search decision is initiated with the information
search.

A- 2ndstage: Information search

Where did you get

some information
for choosing the
right product for
you?

SEC A

SEC B

WOM of the brand

and at the shop

At the shop directly

In this case, we notice that the two households have low purchase
involvement because they dont really seek for information. Both
have a limited decision making with a limited external search, they
didnt really put an effort to have more information and they didnt
choose the brand habitually purchased. For the household B,
Samsung was an inept set just because the housewife was really
disappointed with the previous one. So, when they went to the shop
in Calicut, they focused on other brands like Godrej guided by her
son-in-law who is working in Samsung Electronic Shop. For the
household A, they heard about the quality of Whirlpool and at the
shop, they put a special attention on it. Here, they were clearly
driven by a brand equity. Both of them use their memory with their

previous personal experiences and personal sources for reaching the

next stage: alternative evaluation.

A- 3rd stage: Alternative evaluation

SEC A

SEC B

Do you hesitate
with other brands?

no, exact idea of

what we wanted

with LG

What motivates
your final choice?

Whirlpool is a brand
of quality

Godrej meets more

our needs

For the alternative evaluation, we have two different processes here.

The household A based their purchase on the surrogate indicator of
quality which is the brand Whirlpool. It totally illustrates an
attribute-based choice. They dont even think that it was
necessary to examine other brands because they were almost sure
that it would meet their expectations of performance. Comparatively
household B had a clear idea of what they didnt want so they took
the time to evaluate other alternatives. LG was an alternative
because it was cheaper but the quality and efficiency which were
the most important criteria for them, were some characteristics of
Godrej. The household B had a disjunctive decision and an attributebased choice by selecting the product which meet their needs
according to their criteria. Now, both can go to the purchase process
stage.

A- 4th stage: Purchase process

SEC A
Where did you buy
your refrigerator?

Illyam electronic
shop in Calicut

SEC B
Discount Shop at
Mahe

Both went to purchase their product directly at the shop in Calicut.

They didnt choose the online purchase not because they havent
enough education or arent internet users but just because they
were more confident with the idea to see what they want physically.
Seeing their lack of expertise too, they preferred to have some
advice of salesperson to be sure of the final product taken. So, after
months or years of usage, they can finally evaluate their product.

A- 5th stage: Post-purchase evaluation

SEC A

SEC B

Are you satisfied with

your purchase?

Satisfied

Satisfied

If you would evaluate

your product
performance from 1
(bad) to 5 (excellent),
what will it be?

3.5/5

4.5/5

Satisfaction is the same word used for both. They dont regret their
decision. But when we asked them if they would purchase the same
brand, none of them respond surely to the question asked. Maybe,
next time, they would change for another brand.
To conclude, it was really interesting to see directly how they work
their decision process. We also ask them who made the final
decision and if other members have an influence in the purchase.
We notice that, generally, its a male-dominant decision making
except for the household B which was the mother (financed by the
father obviously) who made the final decision. These interviews
enable us to highlight the consumer decision making process and
now, its importance for marketers strategy.

Key Insights
Consumers got involved in the purchasing process only when
there was an active problem
Lifespan of refrigerators in household is very long (approx. 15
years based on our sample of 8 household).
Most households do not actively search for information even
when they have an active problem at hand. Many decide
based on brand name. Thus brands should communicate
through mass sponsorships (sporting mega event, famous
tv shows) to reinforce the quality factor
Shopkeepers are major influencers. Thus Whirlpool or Godrej
could incentivize the agencies with higher margin or sales
targets
MANAGERIAL IMPLICATIONS: Godrej
Product category Characteristics:
High Efficiency Compressor
External Thermostat Control
Longetivity of the product.
Extra space, Extra efficiency

Additional Features of MP3 and FM on new models

No frost
Unique Arc Door Design
Roll Bond Freezer for Superior Cooling
Humidity Controller
Savings on electricity bills.
Availability of spare parts for easy repair
Warranty

Brand Communication
The ad starts with the father of two kids is trying to cook while
also singing (out of tune) a popular Bollywood song.

It shows him enjoying himself while cooking.

Additional feature of MP3 and Radio helped to portray it as a

new age refrigerator.

The second Ad emphasizes on the energy saving with six star

rating on the refrigerator

It also communicates about the extra space and efficiency

feature of the refrigerator.

The News paper Ad innovatively communicates the new

feature of MP3 and FM in the
refrigerator.

Gaps in communication and perception

Frost Free features and other differentiating features are not
highlighted in the TV commercial.
Focus mostly on young couples.
Aspects of Consumer Behavior and Its Managerial Significance:
The customers pay extra attention to the quality of after sales
service which is not highlighted effectively in the given Ad.
Though interviews suggest that customer is not aware of what
they want, These Ads are not effectively trying to elicit that
passive need.
Customer focuses on the low cost and saving and long term
gain due to low power consumption is not realized effectively.
The discounts have a positive effect on purchasing behavior of
the customers and most of them buy products on special
/festive occasion when discounts to push the sales figures are
on.

Factors Influencing consumer Behavior

1. External Factors

Culture: The product is placed as necessity item.

Demographics: Buying is done by male member but housewife

acts as a strong influencer and decision maker.

Social status: In the locality where we did the survey

refrigerator was considered as necessity and hence not much
affect on the social status happens here.

Marketing activities: Godrej markets itself as refrigerator

which provides power saving and latest technology.

2. Internal Factors

Perception: Customer perceives it as a efficient and energy

saving product.

Learning: Customers learnt about the new age refrigerator

which has FM and MP3.

Memory: The memory of previous experiences with the current

product and experiences shared by other people regarding
new product brand helps to take the final decision.

Motives: To preserve the food items and enjoy cool drinks.

Emotions: Satisfaction and Happiness.

Attitude: Makes them care free. Low power consumption

further reinforces this feeling.

MANAGERIAL IMPLICATIONS: Whirlpool

Product category Characteristics
Capacity (Litres)
Extra space, Extra efficiency
Quick ice technology
Auto Defrost technology
Advanced Air flow
Motion Sensing
Digital Touch and Control Panel
Availability of spare parts for easy repair
Longetivity of the product.
Warranty

Brand Communication:
The ad is designed to attract new couples who might have
different work timings but still keep the romance going
The ad starts with a male entering his house from work and
finds a written message on the refrigerator door
The features of the refrigerator are being shown through
visuals and a background audio highlighting the neo chill deep
freeze technology and shows that it chills 50% faster
The ad is designed to attract new couples who might have
different work timings but still keep the romance going
The ad tries to promote the ice-cream making and holding
capabilities of the freezer. It also plays with the pun the end
that Its a whole new way to chill.
Gaps in communication and perception
Focus mostly on young couples.
Though refrigerator has become a necessity household item
,the Ad still focuses on wealthy household only.
The customers pay extra attention to the quality of after sales
service which is not highlighted effectively in the given
Ad.Aspects of Consumer Behavior and Its Managerial
Significance:Strong brand image owing to better performance
has helped to improve customer footfalls

 Customer has placed special emphasis on their requirement

for new tech products. So it becomes imperative for the
manager to brand the product by highlighting the
technological prowess of the product.
No Availability of spare parts was also raised by the customers
.As the lack of availability of spare parts can delay the repair
time for refrigerators it can crate frustration among the
customer as it is a create a negative brand
Consumer exhibited low involvement and referred limited
resources for getting information about the products a
manager it become critical to make sure that our brand has
greater mindshare.
Family members and most importantly housewife decide
about when to change the refrigerator
Customer is undecided about the repurchase of the same
brand for future buying. It shows that brand switching is on
the cards and the feature of product and reliability is all what
motivates the customer.
Customer preferred to buy from the shop rather that ordering
online. The chance to feel and look the product and other
alternative products still motivates the customer.
Shopkeeper also play an important role as an influencer in the
buying the product.
As the customers are not doing much information search
before buying the product hence special promotional event
can be organized to draw attention of the customers.
Factors Influencing consumer Behavior
1. External Factors

Culture: the product places itself as a necessity. Since the

consumer was used to it in office, he bought one for home as
well

Demographics: Buying is done by male member but housewife

acts as a strong influencer and decision maker.

Social status: In the locality where we did the survey

refrigerator was considered as necessity and hence not much
affect on the social status happens here.

Marketing activities: Whirlpool market itself as a fast cooling

refrigerator.

2. External Factors
Perception: Customer perceives it as a efficient and energy
saving product.

Learning: Customers learnt Auto Defrost technology,

Advanced Air flow, Motion Sensing and its benefits.

Memory: The memory of previous experiences with the current

product and experiences shared by other people regarding
new product brand helps to take the final decision.

Motives: To preserve the food items and enjoy cool drinks.

Emotions: Satisfaction and Happiness.

Attitude: Makes customers care free. Fast hilling has been

been associated with a chilled life