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Brand Awareness, Preferences and Purchase Influences of Air Conditioners

This document summarizes research on brand awareness, preferences, and purchase influences for air conditioners in India. The research found that LG has the highest brand awareness while awareness of Sanyo and Westar was much lower. Reliability, energy efficiency, and service were most important to consumers. The research also identified key market segments and regional differences. Overall, the study provided useful insights into the Indian air conditioner market.

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Jeevitha Shri
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105 views18 pages

Brand Awareness, Preferences and Purchase Influences of Air Conditioners

This document summarizes research on brand awareness, preferences, and purchase influences for air conditioners in India. The research found that LG has the highest brand awareness while awareness of Sanyo and Westar was much lower. Reliability, energy efficiency, and service were most important to consumers. The research also identified key market segments and regional differences. Overall, the study provided useful insights into the Indian air conditioner market.

Uploaded by

Jeevitha Shri
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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"Brand awareness, preferences

and purchase influences of air


conditioners”

-JEEVITHA SHRI.S
FOR….

R.K.SWAMY/BBDO ADVERTISING
LTD

-CHENNAI
OBJECTIVES
• To find out Product & Brand awareness,
purchase influence and Advertisement reach
for Air conditioner among the consumers.
• To find out Demographics pattern of Air
conditioners users.
• To find out the awareness level of the consumers
with specific reference to Westar and Sanyo
LITERATURE REVIEW
• The Indian consumer home appliances industry is estimated to have a size of Rs
8,75,000 million.
• In which room air-conditioners estimates at around Rs 2,75,000 million which
contributes the max.
• The household segment has shown a rapid increase and now accounts for 65 % of
the total market.
• The presence of more than 20 players in the market, including a few new entrants,
both Indian and Chinese, has ensured that the selling price of air-conditioners has
remained steady despite cost pressure
Source: http://books.google.co.in/books?
id=LIhtLLsyO6AC&pg=PA279&dq=air+conditioner+industry+in+india&hl=en&ei=f2gE
TPLkA8qOkQWJ5emYDQ&sa=X&oi=book_result&ct=result&resnum=2&ved=0CDcQ
6AEwAQ#v=onepage&q=air%20conditioner%20industry%20in%20india&f=false
TABLE FOR MARKET SHARE
OF AC
ORGANIZED INFORMAL
Windows 75 25

Split 85 15

Metropolitian cities(7) 60
Non-Metro cities 40
MARKET SEGMENTATION
SHARE OF EACH SEGMENT:

• Domestic-20
• Government-15
• Corporates /Industry-20
• Small Private Sector-25
• Hospitals-5
• Public sector-15
• North-37
• East -8
• West-33
• South-22 
• Source:www.indiastat.com
RESEARCH METHODOLOGY
Research Desigh:
Research SAMPLE SIZE: 100
TYPE OF RESEARCH DESIGN: Descriptive study.
SAMPLING TECHNIQUES:
The samples were collected by the researcher through simple random sampling.
SAMPLING UNITS: Home owners who have AC and who have intension to buy
AC.
TOOLS AND ANALYSIS:
SPSS is used by the researcher and the analysis is done with percentage and
Chi-square method. The percentage method is used to provide accurate results
 
METHOD OF DATA COLLECTION
• Primary Data:
Primary data are that which are collected afresh and for the first time.
In this study the primary data were collected by the researcher
through “Questionnaire” method.
• Secondary Data:
Secondary data is the data already available. For this study such data
were collected by the researcher from books and websites and
customer files and records.

DATA COLLECTION INSTRUMENTS:


• The researcher constructed a questionnaire for a sample of 100
employees.
 
FINDINGS
• Among the 100 samples ,79% have AC and only 21%
doesn’t have AC.In those 21% nearly 15% have an
idea to buy AC.
• The AC Brand that advertise the most according to
my analysis is LG and next major advertiser is Onida.
• In total, 100 respondents showed that reliability,
serviceability and energy-saving features were the
attributes consumers desired most.
Contd…
• Results also indicated that consumers searched
for product information from friends and family,
manufacturers' websites and brochures, but not
from the Yellow Pages or through salespeople.
• dealers were highly influential during the
decision-making process by helping consumers
to refine their choice criteria and choose
systems that satisfied their end goals.
PREFERENCE
• Total quality (silent,cooling capacity,temp,durability)
• Purchase offers (warranty,guarentee,discount,
varieties,color).
• Branded with good service(Brand image,After sale
service,star rating).
• Filtering purpose(eco-friendly,washable,filter
alarm,bacteria & fungus removal).
• According to Factor analysis these four are major factors
that customer see while they purchase AC.
PURCHASE INFLUENCER
BRAND AWARENESS
• LG is considered Top of mind brand as
nearly 35 opted for it.
• In case of Voltas and O-general according
to chi-square analysis they are null
hypothesis where the respondents get
awareness on without any aid.
• All other cases comes under aided .
SANYO AND WESTAR
• When we consider Sanyo AC only 15% of
the total samples are aware of it.
• And when we consider Westar only 2% are
aware.
• This clearly indicates that they don’t have
good reach about their product in Indian
market.
Suggestions
• The major factor that customer expects is low price
with good quality.
• And that is the major reason why LG has huge market.
• Now a days 80% of consumer are preferring Split AC
rather than Window AC.So the AC manufacturers can
concentrate on Providing more features in Split AC.
• Westar and Sanyo can conduct any big event is
Metropolitan cities to attract the people and to make
them aware of the product.
CONCLUSION
• From this project I learnt how people
evaluate the project and what basic thing
they expect from manufacturer.
• Other than this I came to know what all the
major advertisers that make people buy
their product.
LEARNING
• As I did my Proj in Adv.agency under
research department I learnt Official way
of preparing questionnaire.
• News paper,advertisement,internet are
major
source for initial research work.

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