WHIRLPOOL AUTOMATIC WASHING MACHINES

CONSUMER BEHAVIOUR PROJECT: CONSUMER INSIGHTS

Group 1 | IIMKEPGP Batch 03

Mudit | Kurien | Paul James | Rakesh | Sabareesh Varma

WHIRLPOOL AUTOMATIC WASHING
MACHINES
CONSUMER BEHAVIOUR PROJECT: CONSUMER INSIGHTS

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INTRODUCTION
But like it or not, all of us consistently engage in behavior for which we have no logical or clear-cut
explanation.

Source: Lindstrom, Martin. Buyology: How Everything We Believe About Why We Buy is Wrong (p. 19).
Random House.

Consumer behaviour is very complex and a multidimensional study area. We as consumers go through
a very complex process consciously or subconsciously in almost all our purchase/buy (or not buy)
decisions.

Image Source: Consumer Behaviour Text Book (Building Marketing Strategy)

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As part of this project we are doing a study of consumer behaviour in terms of purchase and usage of a
product category by households based on secondary and primary data. The
product category and brand that we are using is Whirlpool Automatic Washing
Machine

Source of Image: Whirlpool India website

Washing machine over a period of time has evolved from a luxury item to a
basic need item. While initially the market was penetrated by semi-automatic
models, but over a period of time, fully automatic models have now started becoming a household need
(at least for middle and upper middle class). This is inspite of a relatively high initial cost and high
recurring cost (apart from electricity, fully automatic washing machines need detergents which cost
more than double the normal detergents)

Image Source: http://www.burokoos.com/blog/2012/08/the-pros-and-cons-of-online-shopping/

From the manufacturer point of view (marketing and sales point of view), if the product communication
such as advertisements can be made more effective, then it can have a positive impact on customers
decision to choose the specific brand. As part of this project, we would be analyzing few such
advertisements. We will also look into this product from an actual consumer to understand the complete
decision cycle (from pre-purchase information search to post purchase process). Actual interview with
the customer will also help us understand on how the decision was influenced and whether the users
really experienced what was communicated.
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CONSUMER LEVEL DATA
Based on secondary data and your experience, explain the following aspects for buying behavior
of Product Category in India.
Product Category: Washing Machine
Product Specification: Automatic
Brand: Whirlpool
Need
Laundering by hand involves soaking, beating, scrubbing and rinsing dirty textiles. The process
often occupies several hours of hard work along with drying and ironing. An automatic washing
machine serves the purpose and would be most reliable if the brand is Whirlpool.
Usage

Washing Mode

In this mode, the washing machine simply swirl or rotate the clothes after soaking in the water mixed
with washing powder. It does few rotations and does some inner swirl to remove the dirt or stains in
clothes.

Rinsing Mode

In this mode, the machine first releases the waste water completely and then fills in fresh water
to re-clean the foam and washing powder in the clothes. This is called rinsing. It cleans washing
powder left in the clothes including any bleaches with fresh water.

Spinning

Once the rinsing is done, the machine rotates the clothes and this process completely eliminates about
80% of the water in the clothes.

Dryer

Once spinning is complete, the machine dries the clothes by letting in hot air and does increased
spinning to dry your clothes.

Benefits
User need not intervene at any of the points in the wash cycle if it is automatic. The washing machine
does automatic sequencing of washing and extraction process and has the ability to fill and drain water
by itself.

Motivation
An automatic washing machine does washing all of in its own time while we could involve in other
chores during the same period.
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CONSUMER LEVEL DATA

Consumer Profile
1. Who are they?
Geographic and Demographic

Young couples, empty nest

Monthly House hold income of INR 70,000/-
6-7 years of combined work experience
Employed with Non-technical work experience
Post graduate
Religious
Focuses on socializing
Brand conscious and highly informed
Urban profile

Psychographics

i. Upper Middle Class

ii. Desired Urban life style
iii. Sophisticated
iv. Sincere
v. Makes informed decisions

2. Consumer Decision Making Process

The Consumer Decision Making Process will follow the Following process.
1. Need Recognition The need recognition here was mainly because, they
and Problem were newly married and they moved into a new
Awareness apartment.
Both of them were working individuals and wanted to
create an efficient way to do their laundry.
However, they wanted a washing machine that did not
waste water and saved electricity.
It was becoming expensive to give their laundry outside
and they did not have the necessary amenities to wash
clothes properly in their flat

2. Information Search Personal Sources: Information Search was mainly

through different online mediums, Chat forums to start
with
Family, Friends and Colleagues.
Experiential Sources: They also visited Showrooms
and other electronic retail shops to understand more
about competitors and other alternatives
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 Finally they Shortlisted on Panasonic, IFB and
Whirlpool Automatic
3. Evaluation of They looked at the price and features of Whirlpool, IFB
Alternatives as well as Panasonic.
They found Panasonic to be less expensive however
the reviews from the sales person was not encouraging
Reviews of IFB were higher however the cost was on
the higher side.
Whirlpool automatic service center was also closer to
their flat.
Relatives had also bought Whirlpool Automatic

4. Purchase Keeping the above decisions in mind, they bought the

Whirlpool Automatic.
They had also looked into the guarantee and offer
aspect.
Due to Christmas Offer the Whirlpool was a lot cheaper

5. Post Purchase Post purchase was also good as the service agent was
Evaluation prompt to fix the washing machine and do a complete
demo for them.

MANAGERIAL IMPLICATIONS
Is there any linkage between the product category aspects and brand communications?

There is strong linkage between the product categories and brand communication. An automatic
washing machine from whirlpool serves the purpose of soaking and rinsing. Their brand communicated
that there exists a washing machine which can save water and consume less electricity. Brand
communicated purely on the functional benefits of their products (time saving, energy saving, money
saving, improvement, etc.), and, by primarily focusing on portraying chores (like doing laundry, making
dinner) as a happy and fun part of life.

Are there gaps between what is communicated and experienced by users?

Whirlpool Washing Machines were made with unique designs that would help people do Laundry. As
was communicated in their advertisements too. They are aesthetically appealing yet affordable.
Whirlpool has uniqueness that their designs fit the consumption habits and preference in each country.
Whirlpool in its latest Adv released in 2016 brought in Ajay Devgan & Kajol , happily married couple
indulging in playful fights with each other staining their clothes with wine, ink, dirt etc. and finally
seeking the help of whirlpool washing machine to clean their dress and bring back happiness in Life. .
User experiences have been mostly positive Whirlpool White Magic machine is good and powerful in
washing. It cleans the clothes though tough stains and collars need to be rubbed separately before
washing." quoted a user. (Source Mouthshut.com)
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Compare the importance of Internal and external influences in purchaser of this product
category?

Consumers purchasing decisions take place over a period of time. The overall goal during this decision
process is to evaluate various alternatives and choose the product that satisfies the consumer in an
optimal way. Consumers get influenced by several major factors while they make their decisions. These
factors can be grouped as:

Income Based on the High Income/ Low Income

Social Class Elite , Upper Middle Class- Middle Class
Age
Consumer Education
Immediate Family Member

External Influences

A consumers purchase behaviour decisions are equally influenced through certain external factors such
as

Culture
Religion
Personal
Psychological

External Factors

Marketing Factors Environment Factors

Product Economic

Price Social

Place Political

Promotion Technological
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Other factors:

Marketing Stimuli/ factors influencing the washing machine consist of first 4 Ps Company can
develop and change them accordingly to capture a larger market:

Demographic Details: May consider style and design that fits home interiors

Media Habits: Influence of Advertisements and how customers gather and perceive information

Indian Culture and Festive Seasons Consider certain days as auspicious for purchase

Occupation Working Professional may require front loading washing machine that has multi features
of soaking rinsing and drying

MARKETING COMMUNICATION

Central and Peripheral Routes of Motivation

Considering the Marketing Communication used by Whirlpool, we can see that the organization
employs both central as well as peripheral routes of communication.

We can see that the web ads and a few print are more focused towards a central route. The emphasis
is on the different features and how they are better than the other brands. This is mainly because they
might be targeting these ads through mediums that focuses on consumers who have a motivation to
buy washing machines.

The TV ads on the other hand are focused on a peripheral route, that focus on a happy family and a
loving couple, here the stars being Kajol and Ajay Devgan.

Cognitive and Affective components of communication

Cognitive:

Focuses on the different features, price as well as features and savings that the consumer gets in terms
of using the product. A few examples are

- Removes 25 tough stains

- 6 Stages of wash cycle
- Sales promotions
- Ease of use etc.

Affective on the other hand focuses on creating a happy feeling. Whirlpool ads focus on showing happy
family, Happy mothers and Women in particular. The main focus here is to elicit a resonance from
target audience about the product.
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Magazine Advertisements

NEWSPAPER ADS

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 VIDEO ADS

WEB ADS
https://www.youtube.com/watch?v=-LnYO-QI2lc

https://www.youtube.com/watch?v=Gf-skj7BHuw 10
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