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The research entails a detailed study of Godrej Interio
products—Office and Home, its competitors, customer
segment, satisfaction levels and brand awareness. The project
also brings out the major factors which are considered by
a consumer before going for the purchase of branded furnitures.
The main purpose of the article is to give insight into
a detailed market study, conducted in order to identify
the various dimensions associated with Interio Products
in the market. Established players like BP Ergo, Featherlite,
Durian, etc., in the domestic market for modular furniture
systems are now integrating research into the behavioral
patterns at Indian workplaces, with design, to offer value-added
solutions to customers. Sensing this, Godrej Interio is
giving a lot of importance to market research as well as
competitor understanding at the national level. The paper
has three primary objectives: (i) To do a comparative study
of Godrej Interio and its competitors—analyze the strengths,
weakness, opportunities and threats; (ii) To do a survey
for Interio products with focus on awareness, customer segments,
customer perception which will help in knowing new trends
in the furniture market; and (iii) To study the brand image
and the customer satisfaction on the existing clients by
doing client research.
In September 2006, Godrej brought its entire range of Home
and Office, and a special range of furniture businesses
under one brand—Godrej Interio. The Godrej Interio
brand covers all of Godrej Furniture and Interiors Group
which includes home, office and special projects interior
business lines, a perfect amalgamation of time-tested values
and contemporary outlook. Godrej Interio recognizes the
needs of modern lifestyle and stands dedicated to meet these
dynamic trends. It is targeting at 33% growth, and has made
huge investments in technology and brand building. The growth
for the company will come from new segments such as hospitality,
airports, stadiums, special turn key projects and exports.
Although Interio faces stiff competition in the private
tenders, it virtually has a monopoly in the government tenders.
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