CONTENTS

CHAPTER NO SUBJECT PAGE NO

01 INRODUCTION 2

02 OBJECTIVES 3

03 COMPANY 4
OVERVIEW
04 REVIEW OF 7
LITERATURE
05 THE 10
COMPETITORS OF
GODREJ INTERIO
06 RESEARCH 12
METHODOLOGY
07 DATA ANALYSIS 14
,RESULTAND
INTERPRETATION
08 FINDINGS AND 40
SUGGESTIONS
09 LIMITATION OF 42
THE STUDY
10 APPENDIX AND 43
BIBILOGRAPHY
11 QUESTIONNAIRES 44

Page 1
 Introduction
The project is the study of competitor analysis of Godrej interio in
Bhubaneswar. The study emphasizes on identifying the competitors and
evaluating the strategies to determine the strengths and weaknesses relative
to those of the competitor’s product or service.
The main purpose of the study is to give insight into a detailed market
study, conducted in order to identify the various dimensions associated
with Interio product in market. Establishment payers like Pepperfry,
Livspace.com, Homelane, Kuchina etc, in the domestic market for modular
furniture systems are now integrating research into the behavioral patterns
at Indian workplaces, with the design, to offer value-added solutions to
customers. Sensing this, Godrej Interio is giving a lot of importance to
market research as well as competitor understanding at the national level.

Need of study

Today for any organisation or firm to survive in this competitive world

depends on its ability to be dynamic and be different from the competition
to be unique in the industry. Customer satisfaction helps every organisation
to keep the existing customer and to build new customer.
The information gathered through this research can be used by the
company to improve its services and became more customers’ friendly.
This can increase the good will of the company and its overall performance.
Thus, this study is aimed to provide the management with some knowledge
about its status in market. The research also aims to provide some ideas to
improve the company’s present condition.

Page 2
 Objectives
 To make comparative study of Godrej interio and its competitors.
 To conduct SWOT analysis.
 To test customers awareness and perception to know the new trends in
furniture market.
 To study the brand image, position in the market and customer satisfaction
 To asses the customers preference of Godrej w.r.t different brands.
 To recommend the strategies that can bring changes in key areas to
improve its consumer base and market share

Page 3
 Company overview
Godrej is a brand touches the lives of millions every day. The company celebrated
its centenary in 1997. Getting started in 1897 by Sir Ardeshir Godrej, who
initiated with Godrej locks. Later on it went into making safes and security
equipments of extreme quality. From there on Godrej got translated into a multi-
business enterprise.
It is now one of the largest privately held industrial corporations in India. The
combined sales of Godrej Industries in F.Y 08’ was over USD 850 millions. The
current employee strength stands at about 8500 employees.

Division and products

The company has eight business divisions that manufacture a wide range of
products. They are:
Industrial products Consumer products services

 Tooling  Locks  Construction

 Material handling  Furniture and  Tech services
equipment interiors  Property
 Process  Storage solutions development
equipment  Appliances  Enviro-tech
 Precision Engg.  Prima services
System communication  Electrical and
 Precision solution electronics
components and  Security
systems equipments

The Godrej group is one the largest players of Home Appliances in India and has
always delighted the consumer with relevant technology in a wide range of
efficient products. Godrej is redefining the technology space in Indian Appliances

Page 4
context. Godrej interio is a business unit of Godrej group, one the Godrej Group,
one of the India’s largest engineering and consumer product groups.
Godrej Interio is India’s largest furniture brand. From manufacturing the humble
storwel cupboard 80 years back to being a vibrant, innovative brand with a diverse
portfolio-it’s a brilliant, exciting journey for the company.
The company love bringing alive the dream space of customers. The company
emphasizes comfort and aesthetics while delivering well designed, fun and
functional furniture solutions to you.
True to the Godrej mission to conserve the environment, the company design
products, set up processes and use raw materials that are eco friendly to preserve
the natural resources. The company offers their customers home and office
furniture, along with solutions for laboratories, hospitals and healthcare
establishments, education and training institutes, shipyards and navy, auditoriums
and stadiums. The company is present across India through their 50 excusive
showrooms in 18 cities and through 800 dealer outlets.

VISION
Godrej – the choice for home and work space solutions.
Godrej is dedicated to deliver superior stake holder value by providing solutions
to existing and emerging customer needs in the household and personal care
business.
We will achieve this through enduring trust and relentless innovation delivered
with passion and entrepreneurial spirit
MISSION
Enriching life by transforming home and work spaces
Godrej mission is to operate in existing and new businesses which capitalize on
the Godrej brand and our corporate image of reliability and integrity. The
company’s objective is to delight our customer both in India and abroad
We shall achieve this objective through continuous improvement in quality, cost
and customer service. We shall strive for excellence by nurturing developing and
empowering our employees and suppliers. We shall encourage an open
atmosphere conductive to learning and team work.
VALUES

Page 5
  Trust
 Integrity
 Respect
 Environment
 To serve

History of Godrej Group

The company started in 1897 as a locks manufacturing company the Godrej group
is today one of the most accomplished and diversified business houses in India.
Inn 1930 Godrej became the first company in the world to develop the technology
to manufacture soap with vegetable oil.
The Godrej group stands in a strong position today with Annual sales in excess
of $ 1 billion, a work force of approximately 18,000 and a strong diversified
portfolio Godrej has proven its ability to deliver strong financial performance.
On 7 may 1897, Ardesir Godrej gave up a law and took up lock making. Godrej
and Boyce MFG.CO.LTD.was established at Lalbaug Mumbai. This was the
holding company of the Godrej group.

Page 6
 REVIEW OF LITRETURE
Competitive analysis defined as identifying the competitors and evaluating their
strategies to determine their strengths and weaknesses relative to those of the
company’s own product or service a competitive analysis is a critical part of the
company’s marketing plan with this evaluation the company can establish what
makes their product and service unique and therefore hat attributes the company
play up in order to attract the target market.
Evaluate the competitors by placing them in strategic groups according to how
directly they compete for a share the customer’s money. For each competitor or
strategic group, their product and service must be listed, its profitability growth
pattern marketing objectives and assumption current and past strategies,
organizational and cost structure, strength and weaknesses and size(in sales) of
competitor’s business.
Consumer buying behavior
Possibly the most challenging concept in marketing deals with understanding
why buyers do what they door do not do. But such knowledge is critical for
marketers since having a strong understanding of buyer behavior will fail shed
light on what is important to the customer and also suggest the important
influences on customer decision making. Using this information, marketers can
create marketing programs that they believe will be of interest to customers.
As you might guess, factor affecting how customers make decisions are
extremely complex. Buyer behavior is deeply rooted in psychology with dashes
of sociology thrown in just to make things more interesting since every person in
the world is different, it is impossible to have simple rules that explain how
buying decision are made. But those who have spent many years analyzing
customer activity have presented us with useful guidelines in how someone
decides whether or not to make a purchase.
Infect pickup any textbook that examines customer behavior and each to seems
to approach it from a different angel. The perspective we take it to touch on just
the basic concepts that appear to be commonly accepted as infusing customer
behavior. We will divert two sexual of the principles of marketing tutorial to
customer behavior. In this section we will examine the buying behavior of
consumers. (i.e. - when people by for personal reasons) while in section four we
will examine factors that influence buyers decisions in the business markets.
This tutorial includes the following topics:

Page 7
 o Consumer buying behavior
o Types of purchase decisions
o Why consumers buy
o What influences purchasing
o Internal :perceptual filter
o Internal: knowledge and attitude
o Internal: personality and lifestyles
o Internal: rolls and motivation
o External: culture and groups
o External: situation
o How consumers buy

MARKETING
Marketing is a process by which companies determines what products or
services may be of interest to customers, and the strategy to use in sales,
communications and business development. It is an integrated process through
which companies create value for customers in returns.
Marketing is used to identify the customer, to keep the customer, and to
satisfy the customer, with the customer as the focus of its activities it can be
conclude that marketing management is one of the major components of business
management. The evolution of marketing was caused due to mature markets and
over capacities in the last 2-3 centuries. Companies then shifted the focus from
production to the customer in order to stay profitable
The term marketing concept holds that achieving organizational goals depends
on knowing the needs and wants to target markets and delivering the desired
satisfaction. Its proposes that in order to satisfy its organizational objective, an
organization should anticipate the need s and wants of consumers and satisfy
these more effectively than competitors.

Different Types Of marketing

Print Advertising
Print campaigns include newspaper and magazine advertising. These types of
marketing can carry a variety of messages (either brand oriented or direct
response) and can be focused on a particular audience base on who reads the
publication in question so for example if you want to reach people who live in
sandiego put your marketing efforts into the sandiego daily newspaper. If you are

Page 8
selling a new line of cat collars, look into cat fancy or other feline related
periodicals. Print advertising must be prepared well in advance to meet the
deadlines of publications, especially with monthly magazine since they are
printed months before their release date.
Direct Mail
Although many believe direct mail marketing has seen its best day already past
there is still some life in this powerful traditional form advertising. Direct mail
refer to postcards brochures and flyers that are sent through the mail and generally
contain a direct response call to action using direct mail means having to purchase
some necessities for the campaign, including printing materials ,postage and the
address list of the demographic you wish to target
T.V and Radio
Among the all high profile campaign in the industry, television and radio
advertising offer the opportunities to reach the largest number of people in the
shortest time frame among the disadvantages of this marketing efforts are the
potentially high cost and the inability to truly target your demography with
precise accuracy. However the prestige associated with the television advertising.
Online Marketing
Rising star in the world the marketing is online. The web continues explored and
along with it so do the advertising opportunities. Billions and billions more
advertising dollars are spent every year online, as business try to find ways to tap
into the internet user.

Page 9
 The competitors of Godrej Interio
The major competitors of Godrej Interio are
 Pepperfry
 Livspace.com
 Homelane.com
 Kuchina
 Custom furnish
 Spacewood
 Capricoast
 Urban ladder

SWOT Analysis of Godrej Interio

Strength
 The company has got wide range of branches within the country.
 The company has wide of product line. The company has their respectable
and believable brand name.
 The company has a large number of customers with higher satisfaction.
 The company has recognized Godrej research and development centre.
 Exchange offers

Weakness
 The company does not go for advertising, which is one of the biggest
disadvantages of Godrej.
 Man power is less at sales officer level so it is affecting directly on the way
of sale.
 The company does not provide proper online services to the customers.
The website is not convincing.

Page 10
Opportunities
 Godrej interio has more opportunities to grow as it has earned good market
share.
 Technical up gradation time to time is also one of the opportunities.
 Tap rural markets and increase penetration in urban areas.
 Mergers and acquisitions to strengthen the brand.
 Opportunity in providing exchange offer in furniture and cupboards.

Threats
 Intense and increasing competition amongst other domestic companies and
FDI in retail thereby allowing international brands.
 Competitions from unbranded and local products.

Page 11
 Research methodology
 Research topic
“A study on competitive analysis of Godrej interio in Bhubaneswar”

 Research objective
 To make comparative study of Godrej interio and its
competitors.
 To conduct SWOT analysis.
 To test customers awareness and perception to know the new
trends in furniture market.
 To study the brand image, position in the market and customer
satisfaction
 To assess the customers preference of Godrej w.r.t different
brands.
 To recommend the strategies that can bring changes in key
areas to improve its consumer base and market share

 Research design
Research design is descriptive as well as analytical.

 Primary data collection

Primary data was collected with the help of a structured questionnaire.
The questionnaires were administered to the selected 70 respondent.

 Technique of data collection

The questionnaires has been designed and used to collect the needed
primary data, both open and close ended questions were used.

 Area of study
The study on competitor analysis of Godrej interio has been limited to
major competitive brands and customers in Bhubaneswar only.

 Period of the study

The period of study cover one month.

 Sources of data collection

Primary and secondary data are collected from following sources:

Page 12
  Primary data
Questionnaires
Observation and personal discussion with the customers
 Secondary data
Information collected from different website.
Personal visit to Godrej Company and frequent interactions with
Godrej delegates

 Sample size
The sample size selected for the study is 70 respondents. The respondents
are selected by simple random sampling method

 Sampling technique
Data on various aspects directly and indirectly related to the
investigations were gathered through questionnaires to the respondents.
The questions are necessary to ensure the reliability of the information.
The questions were simple to understand so that information can be
collected from various respondents easily. It should be seen that parties
are not biased or prejudicated and are mentally sound.

 Tools for Analysis

In order to analyze the competitors of Godrej interio, the following table
analysis was used to obtain the various objective of the study.
Percentage analysis
Percentage analysis refers to a special kind of ratio percentages are used
in comparing between preference and satisfaction with various other
factors.

Page 13
1. What is the gender of the respondent?
o Male
o Female

Respondent No. of respondent Percentage

Male 31 44%
Female 39 56%
Table 1

Graphical representation:

Percentage of male and female out of the

total respondents

Male
Male Female
Female 44 %
56 %

Figure 1

Interpretation
 The above diagram shows that majority of 70 respondents are females i.e.
56%.

2. What is the age of the respondent?(in years)

o 20-30
o 30-40
o 40 and above

Page 14
 Respondent’s age No. of respondent Percentage
(In years)
20-30 14 20%
30-40 36 51%
40 and above 20 29%
Table 2

Graphical representation:

60%
51%
Percentage ofrespondents

50%

40%

29%
30%

20%
20%

10%

0%
20-30 30-40 40 and above
Age of respondents (in years)

Figure 2

Interpretation
 The percentage of respondents of age 30-40 years is more than other age
groups.
 The percentage of respondent of age 20-30 years is comparatively less.

3. What is the income of the respondent per annum?

o 1,00,000 – 3,00,000
o 3,00,000 – 5,00,000
o 5,00,000 and above

Page 15
 Income of the Number of Percentage
respondents per respondents
annum
1,00,000 – 3,00,000 16 23%
3,00,000 – 5,00,000 42 60%
5,00,000 and above 12 17%
Table 3

Graphical representation:

70%
Percentage of respondents

60%
60%

50%

40%

30%
23%
20% 17%

10%

0%
1,00,000 – 3,00,000 3,00,000 – 5,00,000 5,00,000 and above
Income of respondents per annum

Figure 3

Interpretation
o The percentage of respondents earning between 3 lakhs to 5 lakhs is
more.

4. What makes you notice a brand?

o Quality
o Advertisement
o Price
o Brand reputation
o Others

Page 16
 Attributes to notice a No. of respondents percentage
brand
Quality 18 26%
Advertisement 16 23%
Price 11 16%
Brand reputation 20 28%
Others 5 7%
Table 4

Graphical representation:

30% 28%
26%
25%
Percentage of respondents

23%

20%
1 - Quality
16% 2 - Advertisement
15% 3 - Price
4 - Brand reputation
5 - Others
10%
7%

5%

0%
1 2 3 4 5
Attributes to notice a brand

Figure 4

Interpretation
 This figures shows majority of the respondents i.e. 28% out of total
respondents notice a brand by its reputation.
 This also shoes that 23% out of 52 respondents notice a brand by its quality.

5. How do you procure furnishing requirements?

o Internally
o Outsourcing

Page 17
 Number of Percentage
respondents
Internally 9 13%
outsourcing 61 87%
Table 5

Graphical representation:

Procurement of furnishing

13%

Internally
outsourcing

87%

Figure 5

Interpretation
 This figure shows that the majority of the respondents i.e. 87% procure
their furniture by outsourcing.

6. Order the following brand as per your preference.

(1 symbolises as Very good, 2 as Good, 3 as Average, 4 as Bad, 5 as Very bad)
Godrej -
Pepperfry -
Livspace.com -
Kuchina -
Others (Homelane, -
Nikamal,etc)

Page 18
 The number of respondents who preferred
Brands Very Good Average Bad Very bad
good
Godrej 23 17 19 5 6
Pepperfry 19 23 12 10 6
Livspace.com 11 10 21 12 16
Kuchina 15 9 11 15 20
Others 2 11 7 28 22
(Homelane,
Nikamal, etc)
Table 6

a) The respondents ranked very good to different brands as per preferences

Brands The number of Percentage

respondents who
ranked very good
Godrej 23 33%
Pepperfry 19 27%
Livspace.com 11 16%
Kuchina 15 21%
Others 2 3%
(Homelane, Nikamal,
etc)
Table 6.1

Page 19
Graphical representation:

Respondents who ranked very good to brands as

per their preference
3%

21%
33% Godrej
Pepperfry
Livspace.com
Kuchina
16%
Others

27%

Figure 6.1

b) The respondents ranked good to different brands as per preferences

Brands The number of Percentage

respondents who
ranked good
Godrej 17 24%
Pepperfry 23 33%
Livspace.com 10 14%
Kuchina 9 13%
Others 11 16%
(Homelane, Nikamal,
etc)
Table 6.2

Page 20
Graphical representation:

Respondents who ranked good to different

brands as per their preference

16% Godrej
24%
Pepperfry

13% Livspace.com
Kuchina
Others
14%
33%

Figure 6.2

c) The respondents ranked average to different brands as per preferences

Brands The number of Percentage

respondents who
ranked average
Godrej 19 27%
Pepperfry 12 17%
Livspace.com 21 30%
Kuchina 11 16%
Others 7 10%
(Homelane, Nikamal,
etc)
Table 6.3

Page 21
Graphical representation:

Respondents who ranked average to different

brands as per their preference

10%
Godrej
27%
16%
Pepperfry

Livspace.com
17%
Kuchina
30%

Others

Figure 6.3

d) The respondents ranked bad to different brands as per preferences

Brands The number of Percentage

respondents who
ranked bad
Godrej 5 7%
Pepperfry 10 14%
Livspace.com 12 17%
Kuchina 15 21%
Others 28 40%
(Homelane, Nikamal,
etc)
Table 6.4

Page 22
Graphical representation:

Respondents ranked bad to different brands as

per preferences

7%

14% Godrej
41% Pepperfry
Livspace.com
17% Kuchina
Others

21%

Figure 6.4

e) The respondents ranked very bad to different brands as per preferences

Brands The number of Percentage

respondents who
ranked very bad
Godrej 6 8.5%
Pepperfry 6 8.5%
Livspace.com 16 23%
Kuchina 20 28.5%
Others 22 31.5%
(Homelane, Nikamal,
etc)
Table 6.5

Page 23
Graphical representation:

Respondents ranked bad to different brands as

per preferences

9%
9% Godrej
32%
Pepperfry
Livspace.com
23%
Kuchina
Others
29%

Figure 6.5

Interpretation
 The figure 6.1 shows that the majority of the respondents i.e. 33% of 70
respondents preferred Godrej as very good.
 The figure 6.2 shows that the majority of the respondents i.e. 33% of 70
respondents preferred Pepperfry as good.
 The figure 6.3 shows that the majority of the respondents i.e. 30% of 70
respondents preferred Livspace.com as average.
 The figure 6.4 shows that the majority of the respondents i.e. 29% of 70
respondents preferred Kuchina as very bad.
 The figure 6.5 shows that the majority of the respondents i.e. 40% of 70
respondents preferred others (homelane, Ankur, Nilkamal) as bad.

7. Do you use a Godrej Interio product?

o Yes
o No

Responds No. of respondents Percentage

Yes 52 74%
No 18 26%

Page 24
 Table 7

Graphical representation:

Respondents

26%
Yes
No

74%

Figure 7

Interpretation:
 The figure shows that 52 out of 70 respondents i.e. 74% use Godrej
product.

8. Which product of Godrej Interio you use?

o Desks and tables
o Bed
o Dining table
o Sofa set
o Modular kitchen
o Cupboard

Products No. of respondents Percentage

Desks and tables 9 17%
Bed 11 21%
Dining table 6 12%
Sofa set 10 19%
Modular kitchen 4 8%
Cupboard 12 23%
Table 8

Page 25
Graphical representation:
25% 23%
Percentage of respondents

21%
20% 19%
17%

15%
12%

10% 8%

5%

0%
Desks and Bed Dining table Sofa set Modular Cupboard
tables kitchen
Products of Godrej company

Figure 8

Interpretation:
 The figure shows that most of the respondents i.e 12 out of 52(i.e. 23%)
use cupboard of Godrej Interio.
 The figure shows that least no. of respondents i.e. 4 out of 52(i.e. 8%) use
modular kitchen.

9. What are the differentiating factors of Godrej compared to their

competitors?
o Affordable price
o Innovative designs
o Applications
o Product quality

Differentiating factors No. of respondents Percentage

Affordable price 18 35%
Innovative designs 10 19%
Applications 9 17%
Product quality 15 29%
Table 9

Page 26
Graphical representation:
40%
35%
Percentage of respondents

35%
29%
30%

25%
19%
20% 17%
15%

10%

5%

0%
Affordable price Innovative designs Applications Product quality
Differentiating Factors

Figure 9

Interpretation:
 The figure shows that most of the respondents i.e. 18 out of 52 respondents
(i.e. 35%) agree that affordable price is the factor that differentiates Godrej
as compared to its competitors.
 The figure shows that least no. of the respondents i.e. 9 out of 52
respondents (i.e. 17%) responds to applications is the factor that
differentiates Godrej as compared to its competitors.

10. What were the main reasons of you choosing Godrej?

o Brand name
o Range of designs
o Quality
o Price

Reasons of choosing No. of respondents Percentage

Godrej
Brand name 16 31%
Range of designs 10 19%
Quality 11 21%
Price 15 29%
Table 10

Page 27
 Graphical representation:
35%
31%
Percentage of respondents
30% 29%

25%
21%
20% 19%

15%

10%

5%

0%
Brand name Range of designs Quality Price
Reasons of choosing Godrej

Figure 10

Interpretation:
 The figure shows that most no. of respondents i.e. 16 out of 52
respondents (i.e. 31%) chose Godrej for its brand name.
 The figure shows that least no. of respondents i.e. 10 out of 52
respondents (i.e. 19%) chose Godrej for the range of designs.

11. Rank Godrej interio based on following factors.

Highly Satisfied Neutral Unsatisfied Highly

satisfied unsatisfied
Quality
Pricing
Delivery
Range of
designs
Customer
relationships

Page 28
a) Ranking the Quality factor of Godrej Interio

Responds to the No. of respondents Percentage

Quality of Godrej
Highly satisfied 8 15%
Satisfied 24 46%
Neutral 14 27%
Unsatisfied 4 8%
Highly unsatisfied 2 4%
Table 11.1

Graphical representation:

Quality factor of Godrej interio

4%
8% 15% Highly satisfied

Satisfied
27%
46% Neutral

Unsatisfied

Figure 11.1

b) Ranking the Price factor of Godrej

Responds to the Price No. of respondents Percentage

factor of Godrej
Highly satisfied 12 23%
Satisfied 17 33%
Neutral 13 25%
Unsatisfied 7 13%
Highly unsatisfied 3 6%
Table 11.2

Page 29
Graphical representation:

Ranking the Price factor of Godrej interio

6%
Highly satisfied
13% 23%
Satisfied

Neutral
25%
33% Unsatisfied

Highly unsatisfied

Figure 11.2

c) Ranking the delivery services of Godrej Interio

Responds to the No. of respondents Percentage

Delivery services of
Godrej
Highly satisfied 3 6%
Satisfied 5 9%
Neutral 15 29%
Unsatisfied 16 31%
Highly unsatisfied 13 25%
Table 11.3

Page 30
Graphical representation:

Ranking the delivery services of Godrej

services

6%
9% Highly satisfied
25%
Satisfied

Neutral
29%
Unsatisfied
31%
Highly unsatisfied

Figure 11.3

d) Ranking the range of designs factor of Godrej interio

Responds to the No. of respondents Percentage

Delivery services of
Godrej
Highly satisfied 4 7%
Satisfied 19 39%
Neutral 21 40%
Unsatisfied 4 7%
Highly unsatisfied 4 7%
Table 11.4

Page 31
Graphical representation:

Ranking the range of designs factor of Godrej

interio

7% 7%
7%
Highly satisfied
Satisfied

39% Neutral
Unsatisfied
40% Highly unsatisfied

Figure 11.4

e) Ranking the customer relationships factor of Godrej interio

Responds to the No. of respondents Percentage

customer
relationships factor of
Godrej
Highly satisfied 1 2%
Satisfied 6 12%
Neutral 9 17%
Unsatisfied 21 40%
Highly unsatisfied 15 29%
Table 11.5

Page 32
Graphical representation:

ranking the customer relationships factor of

Godrej interio
2%

12% Highly satisfied

29% Satisfied
17% Neutral
Unsatisfied
40% Highly unsatisfied

Figure 11.5

Interpretation:
 The figure 11.1 shows that most no. of respondents i.e. 24 out of 52(i.e.
46%) are satisfied with the quality of Godrej interio.
 The figure 11.2 shows that most no. of respondents i.e. 17 out of 52(i.e.
33%) are satisfied with the price of Godrej interio.
 The figure 11.3 shows that no. of respondents i.e. 16 out of 52(i.e. 31%)
are unsatisfied with the delivery services of Godrej interio.
 The figure 11.4 shows that no. of respondents i.e. 21 out of 52(i.e. 40%)
are neutral with the range of designs of Godrej interio.
 The figure 11.5 shows that no. of respondents i.e. 21 out of 52(i.e. 40%)
are unsatisfied with the customer relationships of Godrej interio.

12. Are you satisfied by the product performance?

o Yes
o No

Satisfied by product No. of respondents Percentage

performance
Yes 29 56%
No 23 44%
Table 12

Page 33
Graphical representation:

Satisfied by the product performance

44% Yes
No
56%

Figure 12

Interpretation:
 The figure shows that majority of the respondents i.e. 29 out of 52 (i.e.
56%) are satisfied with the product performance.

13. Are you satisfied with the after sale service provided by the company?
o Yes
o No

Satisfied with the No. of respondents Percentage

after sale service
Yes 18 35%
No 34 65%
Table 13

Page 34
 Graphical representation:

Satisfies with the after sale service

35%
Yes
No
65%

Figure 13

Interpretation:
 The figure shows that most of the respondents are not satisfied with the
after sale service of Godrej interio.

14. Are you aware of Godrej Interio’s technology embedded furniture

solutions?
o Yes
o No

Responds towards No. of respondents Percentage

awareness of
technology embedded
furnishing solutions
Yes 21 40%
No 31 60%
Table 14

Page 35
Graphical representation:

Responds towards awareness of

technology embedded furnishing
solutions

YES
40%

NO
60%

Figure 14

Interpretation:
 This figure shows that most of the respondents i.e. 60% out of 52
respondents are not aware of Godrej interio’s technology embedded
furnishing solutions.

15. Are you planning for replacing your interior and modular furnishing
solutions?
o Yes
o No

Responds No. of respondents Percentage

Yes 24 46%
No 28 54%
Table 15

Page 36
Graphical representation:

Respondents planning for replacing interior and

modular furnishing solutions

Yes
46% No
54%

Figure 15

Interpretation:
 This figure shows that the most of the respondents i.e. 54% out of the 52
respondents are planning for replacing your interior and modular
furnishing solutions.

16. Which type of furniture solution you need?

o Dining
o Sofa sets
o Desks and tables
o Modular kitchen
o Bed
o Cupboard

Products No. of respondents Percentage

Dining 4 7%
Sofa sets 7 13%
Desks and tables 17 33%
Modular kitchen 15 29%
Bed 3 6%
Cupboard 6 11%
Table 16

Page 37
 Graphical representation:
Percentage of respondents 35% 33%

29%
30%

25%

20%

15% 13%
11%
10%
7%
6%
5%

0%
Dining Sofa sets Desks and Modular Bed Cupboard
tables kitchen
Furniture and modular solutions

Figure 16

Interpretation:
 This figure shows that the majority of the respondents i.e. 33% out of 52
respondents need desks and tables.

17. What describes Godrej according to you?

o Innovative brand leader in designs
o King of new models
o Aspirational and luxurious brand

Responds No. of respondents Percentage

Innovative brand leader 19 36%
in designs
King of new models 17 33%
Aspirational and 16 31%
luxurious brand
Table 17

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Graphical representation:
37%
36%
36%
Percentage of respondents

35%

34%
33%
33%

32%
31%
31%

30%

29%

28%
Innovative brand leader in King of new models Aspirational and luxurious brand
designs
Responds

Figure 17

Interpretation:
 This figure shows majority of the respondents i.e. 36% out of the 52
respondents describe Godrej as innovative brand leader in designs.

Page 39
 FINDINGS
 No proper advertisement
 Not widely spread in the rural area
 After sales service is not satisfactory
 Management is quite rigid
 There is a huge gap between words and work
 It aims at increasing the sales volume rather after sale services
 No proper co-ordination among the sales executives
 Motivation level is quite low
 The sales executives are not disciplined
 The sales executives lack professionalism
 It has an opportunity to capitalised its sales growth by taking the
advantage on people’s faith
 There is no communication with the customers after the selling of the
product
 Godrej,bhubaneswer is not trustworthy due to un-disciplined sales
executives
 Many customer fail to register their complain
 Godrej has become no one in Odisha due to the exchange offer rather its
brand impact

Page 40
 SUGGESTIONS
 It should highly promote itself in rural areas.
 It should offer a free insurance scheme/package of a little amount with
every appliance.
 It should follow market development Strategy for Odisha circle.
 In rural area it should call for exclusive dealers rather opening its own
sales division initially.
 Improvement in after sales service.
 Good motivational training should be provided to employees.
 They should be thought general etiquettes.
 It can go for advertisement through leaflets.
 According to the study it can target the gregarious personalities in
different areas through which it can increase public reaction.
 As many of the existing customers are having ambitious and gregarious
personality it should not lose their faith.
 As the study reveals that most people are culture oriented so it can
arrange / sponsor some cultural programs in order to sustain faith of the
existing customers so as to attract other culture oriented people.
 As some people are sports oriented it can sponsor some important club
and state level matches in order to attract sports oriented people.
 The company should offer exchange offer in every product.

RECOMMENDATIONS
 The company should follow the following advertising strategy.
 It should do its advertisement by distributing its leaflets which will be
very less expensive.
 It can get publicity by organising interesting games with small prizes.
 Tangible advertisement of product which are new in market.
 Advertisement in front of malls, big bazar, City Centre.

It will be less time consuming and less expensive in comparison to

electronic and print media. Another benefit from this advertisement is
that you can come across directly with customers and can study their
behaviour.

Page 41
LIMITATION OF THE STUDY
For every research there are restriction and limitations.
Similarly there are some restrictions in my research work. The following were
some limitations which I faced in the making of this research.
 It was difficult to access the company’s internal information due to time
constraint.
 The data was collected through questionnaire. The responds from the
respondents may not be accurate.
 There may be some people who have different views, so they might have
given false information in the questionnaire.
 Another difficulty was very limited time span of the project i.e. five weeks .

Page 42
 BIBLIOGRAPHY

References
 Marketing management, A south Asian perspective-kotler Philip, keller
Kelvin,Koshy Abraham , Jha Mithileswer, Edition- Twelfth
edition...Publisher-Prentice hall of India(p)ltd,
 Research Methodology-Kothari C.R,
Edition-2004, reprint 2006
Publisher-New Age international (p) ltd, publishers
Methods of data collection, page no-95
Sampling Fundamentals, page no -15

Websites

 www.godrej.com
 www.yahooanswer.com
 www.wikipedia.com
 www.scribd.com

Page 43
 QUESTIONNAIRES
Dear Sir/Madam
I (the student of BJB Autonomous College Bhubaneswar) am conducting brief survey
to find out competitive analysis of Godrej Interio at GODREJ INTERIO, LEWIS ROAD,
BHUBANESWAR. I would be greatful to you provide our genuine response by putting a tick
mark in relevant box.
I sincerely thank you for your humble cooperation.

PERSONAL DETAILS-
NAME -
AGE - 20- 30 years

30- 40 years

40 years and above

GENDER -

Male
Female
INCOME - 1,00,000-3,00,000
3,00,000-5,00,000
5,00,000 and above

1. What makes you notice a brand?

o Quality
o Advertisement
o Price
o Brand reputation
o Other

2. How do you procure your furnishing requirements?

o Internally
o Outsourcing

Page 44
 3. Order the following brand as per your preference.
(1 symbolises as Very good, 2 as Good, 3 as Average, 4 as Bad, 5 as Very bad)
Godrej -
Pepperfry -
Livspace.com -
Kuchina -
Others (Homelane, -
Nikamal,etc)

4. Do you use a Godrej Interio product?

o Yes
o No

5. Which product of Godrej Interio do you use?

o Desk
o Bed
o Dinning table
o Sofa set
o Modular Kitchen
o Cupboard

6. What were the main reasons of you choosing Godrej?

o Brand name
o Range of designs
o Quality
o Price

7. What do you think is the differentiating factor of Godrej compared to

their competitors?
o Affordable price
o Innovative designs
o Applications
o Product quality

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8. Rank Godrej Interio based on following factors?
Highly Satisfied Neutral Unsatisfied Highly
satisfied unsatisfied
Quality

Pricing

Delivery
schedule
Range of
design
Customer
relationship

9. Are you satisfied by the product performance?

o Yes
o No

10.Are you satisfied with the aftersale service provided by the company?
o Yes
o No

11.Are you aware of Godrej Interio’s Technology embedded furniture

solution?
o Yes
o No

12.Are you planning for replacing your interior and modular furnishing
solutions?
o Yes
o No

13.Which type of furniture solution you need?

o Dinning
o Sofa sets
o Desks and tables
o Modular kitchen
o Bed
o Cupboard

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14.What describes Godrej according to you?
o Innovative Brand leader in designs
o King of new models
o Aspirational and luxurious brand

15.Any suggestions you would like to offer to help Godrej Interio serve you
better?

Page 47