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ANCHOR FANS
CONSUMER BUYING BEHAVIOUR
Submitted By,
Eti Ware
Ajeet Yadav
K.Abhishek
COMPANY PROFILE
 It was established in 1963.
 Its Managing Director is Kiyoshi Otaki.
 Its Joint MD is Dinesh Aggarwal.
 Anchor [Panasonic] is the 2nd largest
manufacturer in World comprised of 578
companies.
 Its new manufacturing unit has been built
at Daman, India.
RESEARCH METHODOLOGY
 Sampling Data : Random Sampling
 Research Tool : Survey monkey
Questionnaire.
Research Area : Online
PRODUCT PROFILE
• Anchor fans are of different sizes and colors.
• New designs helps to increase performance.
• Anchor fans are super energy-efficient using
Panasonic’s technological expertise.
• Its other products are wires & cables, lamps,
switches, lighting etc.
DATA ANALYSIS AND INTERPRETATION
DEMOGRAPHIC DATA
0
10
20
30
40
50
60
70
80
90
100
20-40 40-60 60 and
above
98.4%
0%
1.96%
20000-
50000
50000-
75000
75000
AND
ABOVE
75%
15.63%
9.38%
profession
housewife
student
76.47%
21.57%
1.96%
AGE
INCOME
CATEGORY
Sales
1st Qtr
2nd Qtr
3rd Qtr
4th Qtr
TYPES OF FANS
ceiling fan
table fan
wall fan
84.31%
9.80% 5.88%
0 1 2 3 4 5 6
LOW COST
BRAND
SPACE SAVING
PERFORMANCE
POWER CONSUMPTION
Series 3
Series 2
Series 1
FACTORS CONSIDERED WHEN BUYING FAN
Brand
Price
Service
Durability
43.14%
25.49%
25.49%
5.88%
Sales
1st Qtr
2nd Qtr
3rd Qtr
4th Qtr
AVAILABILITY
wholesaler
retail store
others
70.59%
23.53%
5.88%
Sales
1st Qtr
2nd Qtr
3rd Qtr
4th Qtr
1-3YR
3-5 YR
5-10YR
38%
16%
46%
HOW FREQUENTLY YOU CHANGE YOUR
ANCHOR FAN?
Sales
1st Qtr
2nd Qtr
3rd Qtr
IMPORTANCE TO WARRANTY
PERIOD
Very imp.
imp.
neutral
74.51%
21.57%
3.92%
Sales
1st Qtr
2nd Qtr
3rd Qtr
4th Qtr
Brand image
YES
NO
86%
14%
Alternative to anchor fan
bajaj
khaitan
usha
others
50%
40%
8%
2%
FINDINGS & CONCLUSIONS
• 50% people had given feedback that it is already
a high quality product.
• 10% people think that Anchor should improve
their designs & colors of Fans.
• The company has become a generic brand to its
product class category.
• It is high on customer recall.
Anchor fans

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Anchor fans

  • 1. ANCHOR FANS CONSUMER BUYING BEHAVIOUR Submitted By, Eti Ware Ajeet Yadav K.Abhishek
  • 2. COMPANY PROFILE  It was established in 1963.  Its Managing Director is Kiyoshi Otaki.  Its Joint MD is Dinesh Aggarwal.  Anchor [Panasonic] is the 2nd largest manufacturer in World comprised of 578 companies.  Its new manufacturing unit has been built at Daman, India.
  • 3. RESEARCH METHODOLOGY  Sampling Data : Random Sampling  Research Tool : Survey monkey Questionnaire. Research Area : Online
  • 4. PRODUCT PROFILE • Anchor fans are of different sizes and colors. • New designs helps to increase performance. • Anchor fans are super energy-efficient using Panasonic’s technological expertise. • Its other products are wires & cables, lamps, switches, lighting etc.
  • 5. DATA ANALYSIS AND INTERPRETATION
  • 6. DEMOGRAPHIC DATA 0 10 20 30 40 50 60 70 80 90 100 20-40 40-60 60 and above 98.4% 0% 1.96% 20000- 50000 50000- 75000 75000 AND ABOVE 75% 15.63% 9.38% profession housewife student 76.47% 21.57% 1.96% AGE INCOME CATEGORY
  • 7. Sales 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr TYPES OF FANS ceiling fan table fan wall fan 84.31% 9.80% 5.88%
  • 8. 0 1 2 3 4 5 6 LOW COST BRAND SPACE SAVING PERFORMANCE POWER CONSUMPTION Series 3 Series 2 Series 1 FACTORS CONSIDERED WHEN BUYING FAN Brand Price Service Durability 43.14% 25.49% 25.49% 5.88%
  • 9. Sales 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr AVAILABILITY wholesaler retail store others 70.59% 23.53% 5.88%
  • 10. Sales 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr 1-3YR 3-5 YR 5-10YR 38% 16% 46% HOW FREQUENTLY YOU CHANGE YOUR ANCHOR FAN?
  • 11. Sales 1st Qtr 2nd Qtr 3rd Qtr IMPORTANCE TO WARRANTY PERIOD Very imp. imp. neutral 74.51% 21.57% 3.92%
  • 12. Sales 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr Brand image YES NO 86% 14%
  • 13. Alternative to anchor fan bajaj khaitan usha others 50% 40% 8% 2%
  • 14. FINDINGS & CONCLUSIONS • 50% people had given feedback that it is already a high quality product. • 10% people think that Anchor should improve their designs & colors of Fans. • The company has become a generic brand to its product class category. • It is high on customer recall.

Editor's Notes

  1. ajtn148@gmail.com