Case Study Of Usha International Limited
Introduction
1. Company Profile
Company Overview
Usha International Limited (UIL) is one of India’s known consumer durables marketing and distribution companies. UIL is a multi-product consumer durable marketing and distribution company with a diverse product portfolio that includes the following six product lines: electric fans, sewing machines, home appliances, engines, electrical motors & pump sets, drinking water coolers & dispensers, and auto components.
UIL has been marketing its products since 1957 under the brand name Usha. UIL has 16 locational offices across India with a location head in Delhi to ensure capture of synergies across product lines. It serves over 50 million customers, including DLF Ltd., Unitech, Prestige, Indian Oil Corp., Indian Railways, State Electricity Boards, Delhi Development Authority, Infosys
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2. Analysis Results
What is your profession?
39.36% of the customers interviewed are working in the Private Sector, while 26.60% had their own business.
What is your annual income level? 55.2% of the customers interviewed were in the 4-8 Lakhs/Yr. income bracket.
What is the size of your family?
43.43% of the customers interviewed had 2-3 people in their family.
Reason for preference of your brand
Consumer’s prime reason for selecting USHA was the superior quality of USHA products as compared to its competitors.
How did you come to know about your Air Cooler Brand?
51% of the consumers got to know about the product after visiting the shop & 28% through internet search.
Where did you buy the Air Cooler from?
The primary place of purchase was from nearby retailers, who carried other brands too.
Which type of Air Cooler you use?
71.43% of the consumers questioned had Desert Coolers (large capacity),
What is the capacity of the Air Cooler you own? (In Liters)
Almost 65% of the people questioned, owned Air coolers with capacity greater than 50 litres.
Which factors influence your Air Cooler buying
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