" About Profiling of customers in Viveks limited"

1. Study on Consumer Behavior

2. Viveks Limited
• Viveks is a Public Limited Company
• Carrying Retail Brands like jainsons, Viveks
• Viveks Limited is one of the most Leading
consumer electronics and Home Appliances
retail chain in South India

3. • Founder: B.A.Lakshmi Narayana Setty
• Chairman:B.A.Kodandaraman
• Group Compaines:
1) Viveks Agencies
2) Vivek Service centre
Turnover is 400 Crores

4. Research Methodology
Research Type : Quantitative Method
Research Design :Descriptive Research
Research Instrument : Structured Questionnaire
Sample Area : Chennai
Sample Size : 1002
Sample Design : Non probabilistic Sampling
Sampling Technique : Convinence Sampling
Analytical Tool: Percentage Analysis/Cross
tabulation

6. GENDER
0
50
100
150
200
250
300
350
400
sony samsung porur vadapalani Tnagar Adyar
Male
Female
Population
Area

7. MARITAL STATUS
Population
Area

8. AGE
0
20
40
60
80
100
120
140
160
180
15-20 21-25 26-30 31-35 36-40 41-45 46-55 >55
sony
samsung
porur
vadapalani
Tnagar
Adyar
Population
Age

9. PROFESSION
Area
Population

10. EDUCATIONAL QUALIFICATION
sony samsung porur vadapalani Tnagar Adyar
26 31
9
123
376
181
9 14 7
43
88
58
0 4 0 3 4 61 1 0 0 0 1
UG PG 12TH 10TH
Area

11. HOW DO YOU KNOW ABOUT VIVEKS?
Area
Population

12. FREQUENCY OF BUYING CONSUMER
DURABLES(SHA AND IT AND TELECOM)
SHA – Small Home Appliances
Population

13. FREQUENCY OF PURCHASING AT
VIVEKS
Area
Population

14. WHY DO YOU PREFER TO COME TO VIVEKS /
WHEN DO YOU PREFER TO COME TO VIVEKS
0
50
100
150
200
250
Sony
Samsung
vadapalani
Tnagar
Adyar
Porur
Population

15. PRODUCT YOU ARE LOOKING FOR?
HA – Home Appliances
SHA – Small Home Appliances
CE – Consumer Electronics
Area
Population

16. SPECIFIC PRODUCT RANGE
CONSUMERS PURCHASED
0
10
20
30
40
50
60
Porur
Tnagar
Adyar
Sony
Samsung
Population

17. SPENDING ON CONSUMER DURABLES
ON MONTHLY BASIS
Population
Rs

18. INCOME LEVEL
Population
Rs

19. AREA OF THE CONSUMERS UNDER
SURVEY IN SONY
Population

20. AREA OF THE CONSUMERS UNDER
SURVEY IN SAMSUNG
Population

21. AREA OF THE CONSUMERS UNDER
SURVEY IN VADAPALANI
Population

22. AREA OF THE CONSUMERS UNDER
SURVEY IN PORUR
Population

23. AREA OF THE CONSUMERS UNDER
SURVEY IN TNAGAR

24. AREA OF THE CONSUMERS UNDER
SURVEY IN ADYAR
Population

25. COMPARATIVE ANALYSIS BETWEEN PROFESSION AND
PRODUCT PURCHASED
0
20
40
60
80
100
120
AC
CAMERA
COOKER
COOLER
FAN
FRIDGE
GIFTCARD
GRINDER
IRONBOX
LAPTOP
MIXI
MOBILE
OVEN
RECHARGE
STOVE
TV
VACUUM
WASHING
WATER
WATER
AC
CAMERA
COOKER
COOLER
FAN
FRIDGE
GIFTCARD
GRINDER
IRONBOX
LAPTOP
MIXI
MOBILE
OVEN
PHONE
RECHARGE
STOVE
TV
VACUUM
WASHING
WATER
WATER
BUSINESS EMPLOYEE
Population

26. Cntd….
0
2
4
6
8
10
12
14
AC
CAMERA
COOLER
FAN
FRIDGE
GRINDER
IRONBOX
MIXI
MOBILE
PHONE
RECHARGE
TV
WASHING
WATER
FRIDGE
GRINDER
MIXI
RECHARGE
STOVE
TV
AC
MOBILE
PHONE
RECHARGE
STOVE
TV
WASHING
HOUSEWIFE RETIRED STUDENT
Population

28. Majority of the consumers who walk into the store
make their purchases
On the whole there are (77%) more male walk-ins
than (23% ) female walk-ins.
Majority of consumers with age group within 30-55
Visit the store.
 88% of the consumers those who visit the store are
married and 12% are single.
Majority of the consumers (60%) are Salaried
employees rather than Business People(25%).
(80 %) of the consumers are Undergraduates ,
(18% )are Post Graduates and (2% )having their
education level as 10th and 12th standard

29.  Brand Awareness is well established among people
 People visit viveks not only for its Brand but also for
the varieties of products available.
 Consumers constantly make their purchases focusing
on offers and discounts
 Home appliances like Fridge , AC , Washing Machine
,TV are making more sales than other small
appliances
 Walk-ins are more in FORUM mall (SONY AND
SAMSUNG) compared to Viveks stores , but
Purchases made by the consumers are very few.

30. FAMILY MEMBERS 2 3 4 5 6 7
WALKINS-MADE 21 45 87 74 21 2
ADYAR SHOWROOM WALKIN DEATAILS
CAR TWO WHEELERS
CONSUMERS
HAVING ONE CAR
CONSUMERS
HAVING 2 CAR
CONSUMERS
HAVING ONE 2
WHEELER
CONSUMERS
HAVING TWO 2
WHEELERS
170 25 147 97

31.  Location plays an important consideration in
stimulating sales, as per this criteria walk-ins and
sales are good in the following order
 In Porur branch Sales are less when compared to
Vadapalani and Tnagar due to some of the reasons
like Average Service, Location ,Price Etc
AREA WALK-INS DURING
WORKING
DAYS(PERDAY)
WALK-INS DURING
WEEKENDS (PERDAY)
TNAGAR 35-45 FAMILIES 90-100 FAMILIES
VADAPALANI 30-40 FAMILIES 40-50 FAMILIES
ADYAR 20-30 FAMILIES 50-55 FAMILIES
PORUR 20-25FAMILIES 25-30 FAMILIES

32.  The consumers who belong to Middle income level
visit the store more compared to lower income level
and higher income level.
 Most of the consumers Visit Viveks Occasionally and
at the time of need .
(People preference on consumer durables, product
lifetime and seasonal purchases)

33.  Most of the consumers are ready to spend
1000 Rs-10000Rs on consumer durables per month
hence attracting the consumers with offers and
discounts will trigger more sales.
 Even though everything is managed by individual
departments and teams there are still problems
sustaining Like ,
• delivery delays
• Breakage during delivery
• Problems within in products after few days of
purchases
• Extra charges for delivery
• Minor Service Problems which make customer
dissatisfied

34.  The decision of purchasing of products are made by
the family members, more than by an individual
decision of the family.
 Consumer from different location make their
purchases in any branches of viveks where they find
customer service is good and are loyal to certain
stores
 Hence consumer find certain store as good in terms
of service, reduction in price etc and become loyal to
certain store location.
 There are also Delay in Billings which make
consumer to wait for long time.

35.  Store layout is an important factor in attracting a
consumer to make more additional purchases in that
case store layout in Vadapalani viveks and Porur
viveks have good Ambience and placement of
products when compared to Tnagar viveks.
 Tnagar viveks has separate sections for Small Home
Appliance ,Home Appliances and IT AND
TELECOM , consumers don’t get a chance to have
overall look of the products in all the section thereby
chance of Additional purchases is reduced.

36. TOTAL SAMPLE USED FOR ANALYSIS IS
PORUR 16
FORUM MALL 85
VADAPALANI 169
TNAGAR 483
ADAYAR 249
TOTAL SAMPLES 1002

37. BY
A.R.ROHINI