Professional Documents
Culture Documents
ON
FOR
DATE:
ACKNOWLEDGEMENTS
1
There were many, within Godrej and outside who assisted us to make this
project possible. Our heartfelt thanks to each one of them for their whole
hearted co-operation in making this project possible.
We also like to give our thanks to Mr. Manmeet Singh Asst. Manager - Sales
(Godrej Interio) for their guidance for our project.
Our deepest gratitude to all the respondents who have been sincere to
express their views without whom the validation of this research would have
remained just an idea.
THANKS
Preface
2
The summer training is an on the job training which enhances the knowledge
and skills of the trainee and generate scope for the implementation of his/her
acquired skills and knowledge during his/her MBA program. It helps an
individual to gain first hand experiences in the corporate world.
Founded over 108 years ago, Godrej is a highly reputed Household and
Industrial Brand in India. Admired for its sprit of Innovation and Self
Reliance, Godrej and Boyce Mfg. Co. Ltd. is today a highly diversified
marketing and manufacturing organization.
The main objective of conducting such a type of research was to know the
potential and preference of Godrej Furniture in Himachal Pradesh sand to
know the perception of people about Interio Brand in general
EXECUTIVE SUMMARY
During the training period at Godrej & Boyce MFG. Co. Ltd.we learned
about: Corporate culture, Organizational behaviour, Team work &
Coordination.
3
In these two months we conducted a survey, regarding “potential and
preference of Godrej Furniture in H.P.” we received feedback & valuable
suggestions about Godrej furniture. These suggestions will certainly help the
organisation in future. From this survey we came to know about the demand
of furniture in banking sector, educational, insurance segment and also in
govt. Offices. It was also found that most of the customers are not aware
about the Godrej furniture and brand “Interio”. During this programme we
consulted many sources - experienced dignities working in Godrej, books,
magazines, catalogues, and websites to get sufficient knowledge about the
company.
While conducting this survey we got opportunity to meet & interact with the
heads of different institutions around Himachal pradesh and we came to
know about customer perception regarding Godrej furniture.
• There are several features that customers take into consideration while
going for purchasing furniture like
o Aesthetic look,
o Price,
o Quality,
o Warranty,
Contents
4
1. Acknowledgements_______________________________________2
2. preface_________________________________________________3
3. Executive summary_______________________________________4
4. Organisation profile______________________________________ 5
8. Bibliography____________________________________________68
5
Godrej Group is one of the most respected business groups in India. Here is
a brief profile and history of the group.
The Godrej Group was established in 1897. Its founder, Mr. Ardeshir
Godrej, was a staunch nationalist and believed that India cannot win
freedom unless it is economically self-reliant. Beginning with security
equipment and soaps, the group diversified into a wide variety of consumer
goods and services.
COMPANY PROFILE
Founded 7th May, 1897,
Lalbaug, Mumbai
6
Founder(s) Ardeshir Godrej, Pirojsha
Godrej
Headquarters Mumbai New Delhi,
Chennai,
7
South East Asia
and Africa
HISTORY OF GODREJ
8
Ardeshir Godrej Pirojsha
Godrej
9
First generation the two brothers were the founders, second
generations focused towards diversification of business by
investing of acquiring more business in the leadership of Mr
Naoroji godrej, third generation in the leadership of Mr. Adi
godrej, is keener to keep hold on core business functions
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The word Godrej etched into the metal of his locks stood for
trust, security and reliability. The name Godrej is today
locked away in the mind of every Indian as a symbol of
responsible entrepreneurism, self reliance through industry
and prosperity from indigenous resources. It started off with
locks and then a stunned world looked up in awe when
Godrej made soaps from vegetable oils. What started as
dream has become a movement. From hi-tech engineering
solutions, futuristic security and entry systems to a wide
range of consumer and personal products, Godrej, touches the
lives of millions of Indians every day. Today Godrej is the
bridge between the future and in hundred years of history. It
is a living code of ethics for Indian industry as it races into
the forefront of global dominance.
Godrej has legacy of 111 years is a story of success,
achievements, development & change, a story of a family
committed to the nation.
Godrej is a highly respected brand and besides it's high
quality products, is known for it's business ethics. The brand
Godrej has a tremendous recall in India, and is gaining fast
access in the International markets. Besides manufacturing
set up in India, we also have manufacturing facilities in
Singapore, Malaysia, Vietnam, Oman and a marketing office
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out of UAE.
12
Interio was established in 2006 and is one of the largest business
Groups of Godrej & Boyce.
BUSINESS PROFILE
• Godrej SDN.BHD
• Godrej PTE.Ltd.
13
• Godrej Global Mid East FZE
MAJOR AFFILITES
• Geometric Ltd
• Mercury Mfg.Co.Ltd.,SEZ
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Godrej Consumer Products is a leading player in the Indian FMCG
market with interests in personal, hair, household and fabric care
segments. Godrej Consumer Products is the largest marketer of toilet
soaps in the country with leading brands such as Cinthol, Fairglow, and
Godrej No 1. The company is also leader in the hair colour category in
India and offers a vast product such as Godrej Renew Coloursoft Liquid
Hair Colours, Godrej Liquid & Powder Hair Dyes to Godrej Kesh Kala
Oil, Nupur based Hair Dyes. Its liquid detergent brand Ezee is the market
leader in its category.
Godrej Infotech:
Godrej Agrovet:
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Godrej Agrovet is one of the largest producers and marketers of animal
feeds and innovative agri-inputs India.
It is a joint venture between the Godrej Group and Sara Lee Corporation,
USA. The company is the world's largest manufacturer of home
insecticides. Its brand HIT is very popular in India.
Godrej Efacec:
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VISION
Mission:-
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• We shall encourage an open atmosphere, conducive to learning and
team work.
VALUES
• Commitment to Quality
• Customer Orientation
• Dedication & Commitment
• Discipline
• Honesty & Integrity
• Learning Organisation
• Openness & Transparency
• Respect/Care & Concern for People
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• Teamwork Trust
MILESTONES
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1998 - STORWEL BUSINESS OBTAINS ISO 14001
CERTIFICATION.
CERTIFICATION.
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2006 - CHANGE OF NAME OF DIVISION TO “INTERIO”.
CORPORATE INFORMATION
BOARD OF DIRECTORS
Pirojshnagar,
Eastern express highway,
Vikhroli,Mumbai – 400079.India
Phone;022-25188010, 25188020,25188030
Fax; 022-25188040
Website:http://www.godrej.com
Lucknow office:
CURRENT CHAIRMAN
Adi Godrej
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completed a 10-year restructuring process through which each business
became a stand-alone company with a CEO/COO from outside the Godrej
family. Under Adi Godrej’s leadership, the group is also involved in
philanthropic activities. Godrej is major supporter of the World Wildlife
Fund in India; it has developed a green business campus in the Vikhroli
township of Mumbai, which includes a 150-acre mangrove forest and a
school for the children of company employees.
2005
2003
1994
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1991
1989
We shall strive
• Conserve key resources like water, fuel , energy and raw materials
such as wood derivatives , steel etc,by optimizing its use.
• Monitor and reduce the effect of fumes,dust and noise level in the
ambient air
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• Maximising recycling and reuse the waste and scrap generated
Quality
Reliable service
Comprehensive range
Speed of delivery
25
Member of BIFMA (business & institutional furniture manufacturer
association
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Godrej started manufacturing Washing Machines in 1996. We have a
complete range of Hi – Tech Semi Automatic, Fully Automatic and Front
Loading Washing Machines. Our manufacturing facilities are located in
Shirwal (near Pune) & Mohali (near Chandigarh). In the AC category – we
have over 15 models straddling Split and Window segments.
Equipped with Blue Fin and I-TREC technology, Godrej ACs offer best in
class cooling and efficiency.
We have recently stepped into the Microwave Oven category and in a short
span of time garnered a good market presence, through our range of models
across solo, grill and convection segments.
DVD players mark our foray into the Consumer Electronics segment. With a
portfolio of 4 unique models which club great aesthetics and big sound, and
plans of more models – we are geared to making our presence felt here as
well.
In addition to the above products, we also have the Godrej Smart care
Service brand to provide excellent 'After Sales Service'. With 370 service
centres spread over the country, consumers continue to rate Godrej After
Sales Service the best in the industry.
Apart from catering to the domestic consumers, Godrej is also a key OEM
supplier in
India. After the success achieved in the domestic market, Godrej is also
looking at Exports in a big way and has launched its Refrigerators and
Washing Machines in Sri Lanka. We also export our products to Singapore,
Afghanistan, the Middle East, Egypt, Kenya, Rwanda, Bahrain and Oman.
Various divisions:
• Interio division
• Appliance division
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• Prima division
• Retailing division
• Security equipment division
• Locks division
• Storage solutions group
GODREJ FURNITURE
Furniture is the collective term for the movable objects which may support
the human body (seating furniture and beds), provide storage, or hold objects
on horizontal surfaces above the ground. Storage furniture (which often
makes use of doors, drawers, and shelves) is used to hold or contain smaller
objects such as clothes, tools, books, and household goods.
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convenient interior spaces. Furniture can be made from many materials,
including metal, plastic, and wood.
History
Furniture has been a part of the human experience since the development of
non-nomadic cultures. Evidence of furniture from antiquity survives in the
form of paintings, such as the wall Murals discovered at Pompeii; sculpture,
and examples have been excavated in Egypt and found in tombs in Ghiordes,
in modern day Turkey.
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incorporated a profusion of vegetal and scrolling ornament. Starting in the
eighteenth century, furniture designs began to develop more rapidly.
Although there were some styles that belonged primarily to one nation, such
as Palladianism in Great Britain, others, such as the Rococo and
Neoclassicism were perpetuated throughout Western Europe.
19th Century
The nineteenth century is usually defined by concurrent revival styles,
including Gothic, Neoclassicism, Rococo, and the Eastlake Movement. The
design reform of the late century introduced the Aesthetic movement and the
Arts and Crafts movement. Art Nouveau was influenced by both of these
movements.
Modernism
The first three-quarters of the twentieth century are often seen as the march
towards Modernism. Art Deco, De Stijl, Bauhaus, Wiener Werkstätte, and
Vienna Secession designers all worked to some degree within the Modernist
idiom. Postmodern design, intersecting the Pop art movement, gained steam
in the 1960s and 70s, promoted in the 80s by groups such as the Italy-based
Memphis movement. Transitional furniture is intended to fill a place
between Traditional and Modern tastes.
Asian history
Asian furniture has a quite distinct history. The traditions out of China,
India, and Japan are some of the best known, but places such as Korea,
Mongolia, and the countries of South East Asia have unique facets of their
own.
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Chinese furniture is traditionally better known for more ornate pieces. The
use of uncarved wood and bamboo and the use of heavy lacquers are well
known Chinese styles. It is worth noting that China has an incredibly rich
and diverse history, and architecture, religion, furniture and culture in
general can vary widely from one dynasty to the n
Interio division
Furniture and interio group was established in 2003 with the amalgamation
of Store well and furniture business and is one of the largest business groups
of Godrej & Boyce .Furniture and interio group has a whole range of home
furniture as well as institutional furniture ranging from bedroom and dining
sets ,kitchens, kids furniture, desks, seating systems open plan office
systems, storage systems, etc. Also has diversified areas like lab engineering
solutions, Marine furniture, interiors, carpets etc. The FIG team works with a
passion of growing at the growth rates far in excess of industry norms,
diversifying to add product lines, which enable it to be a total solutions
provider in its lines of business and be a market leader in each and every
product line of its portfolio. Customer delight, respect for all and innovation
are the key prime drivers for the division. The FIG team works with the
passion of making Godrej-“The choice for Home and Work Spaces”.
In 2006, Godrej & Boyce Mfg. Co. Ltd. Unveiled 'Godrej Interio', to
provide complete solutions for homes, offices and special projects. Godrej
Furniture and Interiors Group has unified its home, office and special
projects business lines, to offer stylish and aesthetically designed furniture
under the Godrej Interio Brand At the launch of Godrej Interio, Godrej &
Boyce Mfg. Co. Chairman & MD Jamshyd Godrej said, "Godrej Interio is
an amalgamation of time-tested values of quality and trust of Godrej and a
contemporary outlook to business. Along with the new image, we are
offering a complete array of expertly designed home and office solutions,
which we are sure will delight home and corporate buyers. Our endeavour is
to give Indian consumers global quality products at affordable prices."
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tracking. Interio carries the expertise of design houses from Italy, France and
India, coupled with strong Godrej R&D.
In the B2B segments, Godrej Interio offers a wide variety of products for
offices, laboratories, education institutes as well as complete solutions
including desks, chairs, modular furniture, carpets and interiors. The range
of home solutions includes products for the drawing room, bed room,
children's room and kitchen. The range also includes special projects like
labs, schools and auditoriums and even the most specialized solutions for the
Navy Godrej Interio COO Anil Mathur added, "Godrej Interio is the result of
deep understanding of consumers about their lifestyle and desires. The
Godrej Interio range of products will be available across India through 42
Company managed Godrej Life space stores and a Network of 800 Godrej
Interio Channel Partners."
An official statement issued by the company states that the turnover for the
division for the last year stands at Rs. 600 crores. Targeting a growth of 33
per cent, huge investments are being made in the business. This includes
investment to the extent of up to Rs. 100 Crores in technology and brand
building. As the result of added investments, and aggressive marketing
strategy, the turnover for 2006-07 is targeted at Rs. 800 Crores and the
Division plans to reach a sales turnover of Rs. 1500 crores by 2010.
It also plans to increase focus on niche segments like Stadium Furniture,
Health and Hospitality Furniture and Corporate Showrooms. Exports are
expected to grow from the present 5 per cent to 15 per cent in the near
future.
There is old English saying,’the roots of education are bitter, but the fruit is
sweet.’ Modern day education, however, has developed methods to make
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the roots of education as sweet a process as the fruits. One area identified by
ergonomists is the furniture used in education. Poorly designed educational
furniture is the root cause of most discomfort. This is true of children in
kindergarten just as it is in a Management or Engineering Institute.
Even physical parameters like the average height and weight of an Indian
child, and their body structure has been kept in mind.
Just as students learn better when they are relaxed, teachers teach better
when they are comfortable. Godrej furniture inspires them in the classroom
and provides ample rest between classes, like pauses after period.
Godrej interio, understands that for a teacher, a class is never really over. In
the staffroom, and faculty cabins, Godrej furniture is created to meet the
specific storage and specific needs of the teachers and HODs.
Lab and training Room Furniture is created to allow for vast storage spaces
and mobile seating.
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Learning starts from the day we are born. A child’s mind is a random access
memory. Recording sights and sounds. Absorbing colours, storing away
smells. A million stimuli. learnings.Everyday!
DESKING SOLUTIONS
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• Executive desks
• Conference tables
• Premium suites
• Multipurpose tables
• Reception tables
• Classroom desks-cum-benches
STORAGE SOLUTIONS
35
Godrej offers various storage products;
• Filling Cabinets
• Lockers
• Bookcases
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SEATING SOLUTIONS
Godrej has a large range of seating products. All chairs are designed
considering following data;
• Anthropometrics data
• Job profile
A) Super structure
• Arm rest
B) Under structure
• Revolving type
• Fixed type
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EVERY DAY IS TEACHER’S DAY
A teacher is more than a teacher. A friend, philosopher and guide. Leading,
grooming and enlightening students. To walk out into the world with
confidence. To be the citizens of tomorrow.
At Godrej, they know how a good teacher shapes a student’s life. It takes
long hours, patience and care. For this, the teacher needs to be at ease. Every
piece of furniture is designed with one objective. To inspire teachers to
inspire their students.
• Staff rooms
• Faculty cabin
• Principal/Directors chamber
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Godrej Interio is a leader in Open Plan Office Systems,
Seating and Desking products.
Each and every solution is designed keeping in mind your comfort, health
and productivity. Our products have been certified by India's leading
medical fraternity as being ergonomically and scientifically designed. In
addition, we also offer our customers office interior products from leading
global majors like Milliken - one of the leading Carpet Tile manufacturers in
the world
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VARIOUS TYPES OF OPOS PRODUCTS OFFERED BY GODREJ:
• PANEL BASED
• TILE BASED
• DESK BASED
• COLUMN BASED
40
MODULAR SOLUTIONS FOR OFFICE
41
BRAND PHILOSPHY
A new era in interior solutions beckons. And who better than Godrej to
script new beginnings!! Years of understanding consumer needs, through
R&D and matchless expertise means our products –home furniture, office
furniture and special project furniture –are world-class and evolving with
time. This phenomenal drive to think new is ably backed by exclusive
showrooms and dealer outlets across India.
The changing customer, competitive environment and respect for big brands
call for a younger &modern face of Godrej.
‘Interio’ is simply the unified platform to convey that our solutions allow
you to 'transform your space’. Making it a comfortable, productive & vibrant
environment that makes your home worth living in & your office worth
working in. It reflects the expertise Godrej has, in the business of Furniture
& Interior solutions. That, which enables change the 4 walls of any space,
into one that breathes of a 'quality life'.
With the range of Home furniture & decor solutions, Godrej intends to
provide the warmth & comfort that reflects a happy, at ease family. Where
the ups & downs of daily life can be forgotten. Where the entire family
comes together for dinner after a tired day at work. Where guests are
impressed by the style of the decor. Where you can recharge yourself for the
next day ahead.
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With the Office Furniture Solutions, Godrej wants to create a positive
environment that encourages employees & employers alike to deliver their
best. A comfortable workspace that instils confidence, pride, understands
pressures of work & provides furniture that ensures employee well-being at
all times. So that he can be successful at work & exudes energy even when
he gets back home.
So whether you are a busy & ambitious executive at work or a doting father
and loving husband at home, Godrej Interio provides the most aesthetic &
ergonomically friendly interiors that make you feel good about yourself and
your environment.
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Godrej & Boyce Taking new projects
Umbrella brand
Hospitality, healthcare
There are plans to launch furniture for the hospitality and healthcare
segments soon, he said. The country's Rs 20,000-crore furniture market
comprises mainly office and home segments. The IT and ITeS sectors
account for nearly 37 per cent of the total furniture market followed by
education and multiplexes.
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The Rough Edge
The journey was not entirely without the occasional bump. “Godrej had
reached the peak of a business life cycle with office furniture. It had to
explore new avenues for growth,” Godrej was the market leader in the
estimated Rs 8,000 crore (Rs 80 billion) office furniture market. In 2000, it
ventured into yet another unchartered territory – the children’s furniture
segment. This was launched under the brand name ‘i-space’. This range was
meant as a precursor to the entire offering that was to follow. The market
then did not perceive children’s furniture as an area to spend money on, but
Godrej was ready to change the mindset. Around 2002, even as office
furniture volumes were increasing by about 8 to 10 percent, returns were
Decreasing by 5 to 7 percent year on year because of price reductions. The
division’s margins were also under pressure as prices of raw materials
headed northwards. At the same time, prices of finished goods were falling.
There were a plethora of unorganised and newer players offering better
designs at competitive prices. Because of falling returns, top line growth was
not commensurate with the quantities sold and it became necessary to
expand the base. It was time to explore the market further
Godrej has already entered the arena of laboratory furniture and will be
venturing shortly into the ‘seating sector’, targeting multiplexes and airports.
The ambitious plans also include entering the furnishing segment and doing
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entire interiors. Apart from the Middle East and Africa, Godrej’s furniture
division is vying for the U.S. and Canadian markets as well. Godrej just
make furniture be it for the office, home or a multiplex. Godrej is
everywhere.” More things stored in this Godrej Almirah!!
“Godrej Lifespaces”. An authorized company showroom of Godrej
Lifespaces would offer the entire gamut of Godrej products apart from
FMCG. Today there
Are 38 of its showrooms across India and 12 more will soon be set up. The
Division recorded a turnover of Rs 63crore from 38 Lifespace showrooms
last
Year. The target is to achieve Rs 100 crore by the end of 2007-08.
CORPORATE PROFILE
• Appliances
• Locks
• Storage Solutions
• Industrial Products
46
GODREJ GROUP
• Established in 1897
• B2C(27% of turnover)
MARKET SCENARIO
• Image conscientious
47
• Need for products & solutions which will create distinctive but
beautiful Homes & Offices.
• Decor conscious
Godrej FIG
• Wide Reach
FIG Plan
• Investment in technology
• Investment on ‘Design’
Brand Strategy
48
NEW
BRAND
Godrej Brand ‘Customer Speak’
Attentive
Well made
Warm, Friendly
Reliable, Trustworthy
Vibrant, Contemporary
NEW BRAND
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o Relates to people: Changing profile
Vibrant ,Contemporary
Corporate showrooms
Stadium furniture
Healthcare Furniture
Hospitality
Global Collaboration
Design
Manufacturing Sourcing
THE FLOW
Communication Plans
BUSINESS PHILOSOPHY
51
Enable people to be more comfortable and joyous in both,
Services.
Contemporary
Ease of comprehension
Distinctive
Design Logic
Modern
Consumer Response
• Its colourful and bright
52
• Signals walls, flooring,
• AESTHETICS
Research Methodology
Research Design
A research design provides the framework to be used as a guide in
collecting and analysing data. But it is not necessary that a particular
research design is always the best. Experience with different research design
will generally provide the researcher with the capability to match a research
problem with an appropriate design. Research
53
methodology depends, to a large extent on the target population and how
easy or difficult to access it. The second factor which influences research
methodology is of course the importance of decisions which will be taken
based on the research.
Broadly speaking we can classify research designs into the following three
categories:
• Exploratory research
• Descriptive research
• Casual research.
Research objective
The research study is having one main objective:
Sub objectives
• To know the customer satisfaction level
Exploratory RESEARCH :
Exploratory research is used when one is not conversant with the problem
environment
such type of investigation is mainly concerned in determining the general
nature of the problem and variables related to it.
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various aspects of customer satisfaction like margin, service charges, service
delivery, etc. Questionnaire is prepared to collect the primary data.
Comparative research
Nature of Study
The nature of
this study is descriptive one; The research design in such studies must be
rigid and not flexible and must focus attention on the following:
DATA COLLECTION
SOURCES OF DATA
PRIMARY DATA:
Primary data refers to data that is collected afresh and recorded for the first
time. Primary data are those data i.e. collected by the researcher himself. It
thus happens to be original in nature. The various methods of collecting
primary data are performing surveys, census, through observation or through
correct communication with respondents. But basic manner of primary data
collection is survey method. The primary data for the study was collected
through questionnaire and informally.
SECONDARY DATA:
Secondary data refers to that which has already been collected by someone
else.
Secondary data for the study was collected from:
_ Published literature
_ Company published data and broachers
_ Internet
_ Commercial service
_ Books
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Sampling Design
The sampling design mainly consists of the sample taken for the study along
with the sample size, sample frame and sampling method.
Sample Universe:
From the universe, sample sizes of 45 offices were selected for the purpose
of the study.
Sample Frame:
The offices were selected on a random basis from which the respondents
were selected based on convenience.
Sampling Method:
Introduction To Analysis
After tabulating, the data must be analyzed, researcher often use statistical
interpretation which concentrates on what is average or what deviates from
an average. Statistical interpretation, shows how widely the response vary
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and how they are distributed in relation to the variable, being measured,
statistical market rely on estimates of expected errors or deviation from the
two values of population. The analysis and interpretation of data may lead
the researcher to accept or reject the hypothesis being selected.
_ Bar graphs
_ column chart
_ Pie charts
_ Hypothesis testing
Q 1 what comes in your mind when you hear the word Godrej? (Awareness
and promotion)
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OTHERS
0%
FURNITURE
30%
SAFES
47%
APPLIANCES
23%
The graph shows that 47% of our respondents say when they hear GODREJ
word then their safes that is used for storage comes in their minds 30%
respondents said that furniture comes in his mind first when they hear word
GODREJ 23% people say that appliances of GODREJ comes in mind when
they hear about word GODREJ .SO this results shows that there is good
awareness and brand image of GODREJ in the minds of people of Himachal
Pradesh
2) How can people get information? What are means through which they
fulfil their requirements?
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OTHER
RECOMMENDATIONS
11%
NEWSPAPER
ADVERTISEMENT
SALESPERSONS 35%
21%
MEDIA SOCIALCONTACTS
ADVERTISEMENTS 11%
22%
From the above graph we came to know that there are many sources through
which people get information about godrej. We find that 36% people get
information or fulfil their requirements through newspaper advertisement
21% people say that they get information from sales persons 22% people get
from media advertisements, 11% people say that they fulfil their
requirements through social contacts 11% people get information from other
recommendations .so it shows that people get information about godrej
through various means
Q3. Do you use any of the office furniture solution provided by Godrej
Interio?
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cannot say
0%
NO
27%
YES
73%
The purpose of this question was to know that what percentage of people use
godrej furniture of any product of godrej interio divison. We can collect
questionnaire from 43 respondents from collect questionnaire information
we can say that 73% of our respondents use godrej interio product in which
we include education institutions, government, private companies offices
and mostly banks. 27% of our respondents say that they do not use godrej
product in which we include small scale companies and some government
offices.
Q4 Of the given, which ones do you use and from which brand?
( competitor identification )
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80%
70%
60%
50%
40%
30%
20%
10%
0%
GODREJ OTHERSBRANDS
seatingsolutions 72% 28%
deskingsolutions 51% 49%
modular solutions 30% 70%
storage solutions 63% 37%
others
The purpose of this question was to know that which type of godrej interio
solutions is used by our respondents is it seating solution, desking solution,
storage solution or modular solution. Is it from godrej or other brand? 72%
people use seating solution 28% not use seating solution of godrej. 51%
people use desking solution 49% not use. 30% people use modular solution
70% not use .63% people use storage solutions 37% not use. We find that
people use local furniture in their offices if it is not of godrej. They prefer
local small companies
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useof innovative
technology
19%
featuresand benefits
37%
guarantees/warranties
14%
brand name
30%
The purpose of this question was to know that how people judge quality with
brand name, guaranty/warranty, use of new technology, or with features and
benefits. we can say on the basis of collected information that 37%
respondents judge quality with features and benefits of the product, 30%
people judge quality with the brand name of the product. 19% respondents
say that they judge quality with use of new technology in product or
innovative technology, 14% people believe that they judge the quality of
product with the guaranty and warrant y of the product .so this information
tells about the perception of the respondents
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The purpose of this question was to know the perception or thinking about
price of godrej furniture products. is it satisfactory or very high .60% of
respondents from total respondents say that the price of godrej is satisfactory
because it provide good quality of furniture and other services so its price is
right otherside 40% respondents say price of godrej furniture is very high
that its competitors so middle families cannot purchase godrej furniture for
home use or office use.
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7) What are/were the main reasons of your choosing Godrej Interio?
(Mark multiple options if applicable)
customer relations
2%
range of design
payment terms 14%
0%
ECONOMICAL, 43%
quality
48%
price
2%
The purpose of this question was to know why people choose godrej interio
what main reasons of choosing godrej by them are. in our questionnaire we
give them 6 main reasons so they can choose godrej interio. 45%
respondents choose godrej for their superior quality, 35% respondents
choose godrej for their good brand name, 14% respondents choose furniture
for range of designs 2% choose for customer relations and 2% choose for
brand name and reasonable price.
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8) Is Godrej furniture is easily available in your home market?
not avaliable
19%
easily avaliable
81%
The response of this question shows that 81% of our respondents say that
godrej furniture is easily available in their home market so they can purchase
furniture easily from their dealers. 19% of our respondents say that godrej
furniture is not easily available in their home market so there is need of
availability think. We can interpret by saying that people are very price
conscious .They believe that godrej furniture is very expensive & is not
easily available to them.
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9) What is your buying process?
TENDER
28%
DIRECTBUY
53%
COMMITTEE
PURCHASE
19%
The purpose of this question was to know about the buying process of
educational institutions, government and private offices and companies. 53%
of our respondents say that they purchase godrej furniture direct from godrej
dealers. 23% respondents say that they purchase furniture with tender in
which most of them are banks. 19% respondents say there is committee
purchase process in which we include educational institutions.
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Q10 Which Type of Furniture companies do you look in for when you
go for Purchasing Office Furniture? (Yes or no)
ECONOMICAL
7%
LOCALCOMPANIES
14%
BRANDED
74%
The purpose of this question was to know the perception of our respondents
for their next purchase decision for furniture, will they go for godrej or not
what is the main idea into their mind .in 74% respondents say they go for
branded furniture for their next purchase. 14% respondents say that they go
for local companies for their next purchase. 7% respondents say that they
purchase furniture with their economic conditions.2% respondents say they
purchase standard but unbranded furniture
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11) Do you get any discount from your supplier?
2%0%
42%
56%
The purpose of this question was to know that are godrej interio users get
discount from company or dealers. on the basis of collected information we
can say that 56% our respondents say that they get discount from company
or dealers . 42% of our respondents say that they cannot get any discount
from company or dealers. 2% respondents say they cannot say or they have
no information.
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Q 12 Have you changed your supplier (if yes for what region)
Lack Of Availability
Of Product Range Quality
Comlaints
28%
9%
After Sales
services
Comlaints
14%
The purpose of this question was to know about what are the main reasons
so they can change present supplier. on the basis of our collected data we
can describe that 28% people change their supplier because of lack of
availability of product range, 29% people say that they can change godrej
for high price, 14% people say that they can change supplier for after sale
complaint,20% say they cannot say anything about this
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Q13 Is Godrej innovative
0%
CANNOTSAY
46% YES
51%
NO
3%
From this graph we can say that 51% of respondents are satisfied with the
innovations ,designs, styles and modifications that Godrej is offering to
them & rest 46% can be grabbed by bringing major innovations in furniture
with respect to style, design etc.
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FINDINGS & RECOMENDATIONS
• There were many organizations who haven’t purchased Godrej
furniture because of unawareness, so company should go for more &
more advertisement, exhibitions & promotional carnivals.
• Godrej is having an extra edge over the other brands, though being
ahead of its competitors, there is still need of improvement. Godrej
has close competition with local brands, so in order to remain ahead of
its competitors Godrej Interio has to do major innovations such as
more attractive designs & styles in furniture products.
• There are several features that customers take into consideration while
going for purchasing furniture like aesthetic look, price, quality,
warranty, after sale service etc, so Godrej should take every aspect
into consideration. Furniture should be prepared keeping into mind
that what customers think is best design/style & not what company
thinks is suitable, customer should be given priority. That means the
company should be customer oriented rather than market oriented.
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• Most of the customers complained that Godrej has high prices of
furniture, so it is recommended that the company should provide some
discounts and offers to their customers. So that the customer gets
motivates towards godrej Interio, ultimately it will help the company
to get immediate orders & will also clear ambiguity among customers.
Limitations
• Concerned respondents were not available
CONCLUSION
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The company should maintain healthy relationship with customers in order
to retain them with the company .As from the data collected, it is clear that
customers are having future requirement of furniture in their organisation.
So company should try to give optimum satisfaction to the customers in
order to retain them with the company. So the company should provide
better services to the customers and should be concerned about price.
BIBLIOGRAPHY
BOOKS
CATALOGUE
MAGZINE
• CHANGE
• INSIDE OUTSIDE
WEBSITES
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• www.godrej.com
• www.godrejinterio.com
• www.google.com
• www.wikipedia.com
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DID YOU
KNOW...........?
76
QUESTIONNARIE
ABOUT COMPANY
City/Town ------------------------------------
Q 1 what comes in your mind when you hear the word GodreJ?
( awareness and promotion)
a) Safes b) Appliances
b) Furniture d) Others
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Q3. Do you use any of the office furniture solution provided by Godrej
Interio?
a)Yes b) No
Q4 Of the given, which ones do you use and from which brand?
( competitor identification )
Seating Solutions
Desking Solutions
MODULAR
SOLUTIONS
Storage Solutions
Others………………
…..
Q5 SEATING
a) ) Static b) Revolving
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3) Price range
a) 3000-5000 b) 5000-10000
c) Above 10000
4) Work chair (product identification)
a) Revolving b) Non-revolving
5) Price range
a) 2000-3000 b) 3000-4000
Q6 DESKING
a) Sleek a) Bulky
2) Finish (product identification)
3) Price range
c) Above 100000
Q7 STORAGE
a) Wood b) Steel
2) Price
a) 4000-6000 b) 6000-10000
c) Above 10000
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Q8 Please rank Godrej Interio based on the following factors (check
the consumer behavior)
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Q12 Given below are some characteristics of Godrej furniture. Please
give each characteristic some point’s base on your preference so that the
total adds up to 100. The higher points allocated to a characteristics, the
higher is its importance to you.
Life of furniture
Customization of furniture
Price of furniture
Appearances of furniture
Faster delivery of furniture
Range of Designs
Warranty
Payment terms
TOTAL
Q15 Which Type of Furniture companies do you look in for when you
go for Purchasing Office Furniture? (Yes or no)
Q16 Would you go for Godrej Interio the next time you purchase
furniture?
a) Yes b) No
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Q17 Do you get any discount from your supplier?
Q 18 Have you changed your supplier (if yes for what reasons?
Q19 What other Brands would you consider when you next purchase
furniture?
a) ----------------------------- b) ---------------------------
Q20 Any suggestions you would like to offer to help Godrej Interio
serve you better?
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