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ANALYSIS OF CONSUMER BEHAVIOR TOWARDS HITACHI HOME & LIFE SOULTIONS
SUBMITTED BY
AVINASH CHOUDHARY SUBMITTED TO PROF. LAKSHMI MOHAN
Objective of the studyTo get exposed to the practical situations of the business.To know how things work practically in corporate.To know the effects of brand value of Hitachi.To know consumer behavior while purchasing an air conditioners.To sale the air conditioners.To know the consumer view regarding services/after sales services.To know consumer preferences.
Industry overview
In 1910 Hitachi established in Japan as an electric motor repair .
The various sectors where Hitachi is working:Health Care CompanyPower Systems CompanyInfrastructure Systems CompanyRail Systems CompanyUrban Planning and Development Systems Company
The latest capital of Hitachi is 458,790million yen and number of employees in Hitachi is 33,500 & Total Revenues of company is 2,070,147 million yen.
Company Profile
Hitachi Home & Life Solutions (India) Ltd., a subsidiary of Hitachi Appliance, Japan. Hitachi has focused on developing and supplying high quality products & technology.
Hitachi manufactures various kinds of products, including Air-conditioners, Chillers, VRF Systems, Rooftops and Refrigerators.
Hitachi Headquartered and plant located at Kadi, Ahmedabad, Gujarat.
The total manufacturing plant capacity of 230,000 units.Hitachi has 5 regional offices, 21 branch offices and over 200 sales
and service dealers and 1,500 sales points 33 company owned service centers (HCS).
Consumer Behavior Consumer Behavior is the study of individuals, groups, or
organizations and the processes and acts of people to involve buying and using the products.
Customer behavior study is based on consumer buying behavior, with the customer playing the three distinct roles of user, payer and buyer.
Three ways to analyzing the consumer buying behavior :EconomicSociology Psychological
Buyer’s Decision Process
Influencing Factor
Cultural Factor
Social Factor
Personal Factor
Psychological Factor
Cultural factors
Culture: Understanding the needs and behavior of an individual customer.
Sub – culture: Groups of people who share same values based experience or a similar lifestyle.
Social Class: defined as groups more or less homogenous and ranked to a form of social hierarchy.
Social factors
Reference Groups
Family
Roles and Status
Personal Factors
Family Life Cycle
Occupation and Economic
Lifestyle
Personality and self - concept
Psychological Factors
Motivation
Perception
Learning
Brand Preference
Air Conditioner you have
Decision Process
Purchasing Criteria
Price Design Company Quality Maintenance0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
50.00%Most Preferable
Preferable
Average
Not Preferable
Least Preferable
LEARNING FROM THE PROJECT
Get personal industry experience.
Explore the reasons why things are (or are not) working well and make changes to help you achieve your outcomes.
Also learn corporate culture and time management.
Team Management and team coordination.
Consumer Behavior.