Whirlpool Electronics Case Study

4.4.6: Changes for the betterment of Whirlpool Electronics product line

Table 7 Consumer’s Opinion towards the required changes

Areas of Improvement Consumer’s Opinion for Change

More Attractive designs 31

Prices 10

After Sales Service 30

More Attractive Advertisements/ Frequency of Advertisements 17

Others 12

Figure 10: Areas to improve as per the consumer’s opinion

Figure 10 explains what exactly the consumers want Whirlpool Electronics to improve in their product line. These changes or improvement can help in acquiring the large percentage of the market share according to the current market customers. As explained above in figure 4 respondents in majority have talked about having more attractive designs. Clearly stating a loophole

Again as the rest of the results Samsung’s existing customers are the most satisfied customers current with its after sales service providing their customers services in every part of the Republic of Ireland within the down time of less than 24 hours. 33% of the respondents (Samsung customers) are highly satisfied with Samsung’s after sales service where as 54.54% of the existing Samsung customers are satisfied with its after sales service. On the other hand Whirlpool Electronics existing customers are not tha satisfied with the companies after sales service as 27% of the existing customers are highly dissatisfied and 27 % and 27% of the existing customers are dissatisfied with their after sales service that they have received with only 24% of the existing customers were satisfied and 6% of the customers were highly satisfied which is really less as compared to the existent customer’s of Samsung’s expectation. As studied in the literature review earlier under the theme of Customer satisfaction we realize that, “The concept of consumer satisfaction occupies a central position in the marketing domain, which includes the entire marketing thoughts and practices.” Further more focusing on the literature review under the theme of customer satisfaction we have acquired the knowledge that, “If the satisfaction level is identified of a customer in the most generic form it becomes some what easy for any company to strengthen the bond with the customer in the long run and create an impact of loyalty in the minds of a consumer, depending on the satisfaction level.” Therefore on the same context we interpret that Whirlpool Electronics must focus on increasing the satisfaction level of the customer on every nook and corner possible to increase the market