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Customer Awareness and Satisfaction of Godrej Appliances in Chhattisgarh

Authors:

BY KANAK AGRAWAL

AMITY BUSINESS SCHOOL

AMITY UNIVERSITY, CHHATTISGARH

JUNE 2025

Abstract: The Indian home appliance market has expanded rapidly, driven by rising incomes and changing consumer lifestyles. In this context, this study examines customer satisfaction and brand awareness for Godrej Appliances in Chhattisgarh. Using a mixed-methods approach, a structured questionnaire (with 63 respondents) was administered across diverse demographic segments, complemented by in-depth interviews. The survey covered product quality, performance, design, pricing, after-sales service, brand reputation, and overall satisfaction, along with measures of Godrej brand awareness and reasons for brand choice. Key findings indicate that a majority of customers are satisfied with Godrej’s product quality (63.5% agree they deliver high-quality products) and trust the brand, and many would recommend it to others (60.4% likely or very likely). Price and product quality emerged as the top reasons for choosing Godrej (30.2% and 27.0% of respondents, respectively). However, the data also reveal areas needing improvement: after-sales service responsiveness and competitive pricing were weaker elements. Preferences varied notably across demographic groups (e.g. urban vs. rural, income levels), suggesting targeted strategies are warranted. The qualitative interviews underscored themes like brand perception, trust, and the influence of word-of-mouth. By integrating quantitative and qualitative results, the study offers actionable recommendations—such as enhancing after-sales support, refining pricing strategy, and segment-specific marketing—to boost customer awareness and satisfaction for Godrej in this region.