A GRAND PROJECT REPORT ON A STUDY ON BRAND AWARENESS & DEALER & CONSUMER PERCEPTION OF SAMSUNG BRAND IN COLOR T.V.

& A.C. SEGMENT THROUGH COMPARATIVE MARKET ANALYSIS

Submitted to:Gujarat Technological University Prepared by:SHETH JAYDEEP HARESHKUMAR (097030592003)

VADDORIYA PRAKASH BHANUBHAI. (097030592100) Under the guidance of Mr. Amit Lathiya MBA Department,

Atmiya Institute of Technology and Science, Rajkot, Batch - 2009 2011 April - 2011

DECLARATION

We, the undersigned , Sheth Jaydeep H, and Vaddoriya Prakash students of MBA of AITS, hereby declare that this grand project work entitled A STUDY OF BRAND AWARNESS AND CONSUMERS AND DEALERS PERCEPTION OF SAMSUNG BRAND IN COLOR TELEVISION AND

AIRCONDITIONER SEGMENT THROUGH COMPARATIVE MARKET ANALYSIS submitted by us to the Gujarat Technological University for the partial fulfillment of the requirement for the award of the degree of Master in Business and Administration (MBA), is solely our own work. The report embodies the findings and various other information based on our own study and observation of the company only and not any else.

Place:RAJKOT Date://2011 (JAYDEEPSHETH)(VaddoriyaPrakash)

II

ACKNOWLEDGEMENT
During the survey and while preparing this report many known and unknown faces have directly and indirectly helped me. I would like to take this opportunity and sincerely convey my thanks to all the people who have helped me for the survey and preparation of the report. I am extremely thankful to Prof. Amit Lathiya who has been the guide for our project. Without his inspiration, support and efforts it would have been impossible for me to make this report. Moreover I would like to thank and express my sincere gratitude to our , honourable Dean Sir Dr.(Prof.) Vikas Arora and other faculty members of the institute, who have significantly helped and supported me and provided me all the facilities to make my grand project more fruitful.
III

PREFACE
All human actions have one of these seven causes: chance, nature, compulsion, habit, reason, passion and desire. As a human being the major cause to take over this project was reason. The reason is to accomplish our task, aim, and motive of enhancing our knowledge and to know more about the consumer durable industry. Consumer durables have become inseparable in this era of modernization and thus have influenced even the common mans life. This is one of the fastest growing industries with an growth of about 8% every year. Invention and the launch of new technology is the most important tool of this industry. To maintain the quality of products provided to the customers the companies dealing in the consumer durable products has to undergo extensive study and research work. This project work is a small attempt to understand the dealer, retailer as well as the consumer behavior in regards to the Color television & Air Conditioners and to find out the position of Samsung among its competitors. This SIP project is being conducted on Consumer durables i.e. Color Television & Air Conditioner for (Samsung India Electronics private limited), we will mainly focus on Brand Awareness study Comparative Market and consumer behavior study of consumer durables of Samsung vis--vis its competitors i.e. Sony, LG, Videocon, Haier, Bluestar in Color Television & A.C. segment. For this the Survey was conducted with a set of questionnaire containing the questions which helped in obtaining the desired information from the dealers & retailers. In the next segment of study the consumers will be targeted with a set of questionnaire for the desired information. Up to the end of the project around 100 dealers and Retailers will be approached in the city of Rajkot and its neighboring areas i.e.Morvi, Vankaner
IV

Jetpur and Gondal in Gujarat state. The information will be obtained through questionnaire as well as by the interview method. The copy of questionnaire will be attached with this report. The method of personnel interview will also be adopted for those who will be unwilling to give any information in writing. This report shall also include the analysis of around 10 years sales data. This data will be analyzed with the help of Least square method is so as to predict the future demand as well as the sales of Samsung.

VI

Table of Contents
Chapter No. Particulars Title Page College Certificate Declaration Acknowledgement Preface 1. 1.1 1.2 1.3 1.4 1.5 Industry Overview Company Profile Swot Analysis Literature Review Relevance of the study 1 10 15 20 22 Page No.

i ii iii iv

2. 2.1 2.2

Research Methodology Research Objective Research Design

23 24

3.

Data Analysis & Interpretation

26

4. 4.1 4.2 4.3 4.4

Conclusion Implications of the study Limitations of the study Scope of further Research Suggestions

51 53 53 54

Bibliography Annexures

55 57

List of Tables

Table No. 1.1 1.2

Name of Table Classification of consumer goods Growth Drivers

Page No. 1 3

List of Figures

Figure No.

Name of the Figure

Page No.

1.1 1.2 1.3 1.4 1.5

Market share of different products Sales trend in consumer electronic market Category sales of different players in market Turnover of different Companies Market share of players in Washing Machines segment

2 3 5 5 8

1.6 1.7 1.8 1.9

Television Penetration levels Market share of players in Television Segment Mission, Goals of Samsung Company Vision of a Samsung company

9 9 10 12

CHAPTER - 1
1.1 Industry Overview
INDIAN CONSUMER DURABLE INDUSTRY
Indias consumer market is riding the crest of the countrys economic boom. Driven by young population with access to disposable income and easy finance options, the consumer market has been throwing up staggering figures. The Indian durables market, with market size of US $ 27.38 Billion in 2009-2010 has grown by 8.1 % over the previous year. The Indian consumer durables segment can be segregated into two consumer electronics categories as under: White Goods
Table 1.1 Source :- CEAMA Report,2010

Consumer Electronics Goods Television Audio and video systems PCs Mobile Phones DVDs

Air conditioners Refrigerators Washing Machines. Sewing Machines. Watches and Clocks

Each of the above segments in this sector is characterized by the intense competition, emergence of new companies and introduction of the state of the art models, price discounts and exchange schemes. The market share of the above mentioned various items is diagrammatically shown below in the figure.

Figure 1.1

Source :- CEAMA Report,2010

Growth Scenario of Consumer Electronic in India:Rising disposable income and decline prices of durables have resulted in increased volumes. An increase in disposable income is aided by an increase in the number of both double income and nuclear families. Production in the consumer electronic industry has been estimated at US $ 6.7 billion in 2011 and in 2012. The segment is likely to register a growth of 18 percent in 2011-2012 from US $ 5.5 Billion in the previous year. The Consumer electronics segment contributes about 28 percent to the total hardware production in the country. The sales trend in the consumer electronics market is shown below:2

Fig:-1.2

Source:- CEAMA Report,2010

The above figure shows that there has been a significant growth in sales of color TV and AC segment. The Main drivers behind growth are as under:Product Category % Growth in Growth Driver % Growth in Growth driver 2007-2008 Responsible 2008-2009 Responsible

Air conditioners

20-22

Decreasing Price, Changing lifestyle

30-40

Reduction Prices

in

Refrigerators

5-8

High for

demand 24 frost free

Increase in the demand the rural from and

segment together reduction prices Color TV 5-8 Increasing Disposable 30-40 with in

semi urban areas

Reduction in the prices of LED

income

and

and LCD.

declining prices. Washing Machines 8-10 Reduction in the 30-40 prices of fully automatic machines New models and reduction in the prices

Table 1.2

Source:- CEAMA Report,2010

Major Players in the Industry:- 1. Samsung:Samsung India commenced its operations in India in December 1995, today enjoys a sales turnover of over 1l0 Billion dollars in just a decade of operations in the country. Samsung design centers are located in London, Los Angles, Tokyo, shanghai and in India. Samsung India has its headquarters in Delhi and has a network of 19 branch offices located all over the country. The Samsung manufacturing complex housing facilities for color television, color monitors, Refrigerators and washing machines in Noida, near Delhi. Samsung Made in India Products like color televisions, color monitors and refrigerators are being exported to Middle east, and Arab countries from its Noida based manufacturing complex.. Samsung India currently employs over 1800 employees with around 18 % of its employees working on Research & Development.
The Market share of major players in refrigerator market is as under

Fig:-1.3

Source:- CEAMA Report ,2010

Fig:- 1.4 Source :- CEAMA Report, 2010

2. Whirlpool India Whirlpool was established in 1911 as first commercial manufacturer of motorized washers to the current market position of being world's number one manufacturer and marketer of major home appliances. The parent company is headquartered at Benton Harbor, Michigan, USA with a global presence in over 170 countries and manufacturing operation in 13 countries with 11 major brand names such as Whirlpool, Kitchen Aid, Roper, Estate, Bauknecht, Laden and Ignis. Today, Whirlpool is the most recognized brand in home appliances in India and holds a market share of over 25%. The company owns three state-of-the-art manufacturing facilities at Faridabad, Pondicherry and Pune. In the year ending in March '06, the annual turnover of the company for its Indian enterprise was Rs.13.75 billion. According to IMRB surveys Whirlpool enjoys the status of the single largest refrigerator and second largest washing machine brand in India. 3. LG India LG Electronics was established on October 1, 1958 (As a private Company) and in 1959, LGE started manufacturing radios, operating 77 subsidiaries around the world with over 72,000 employees worldwide it is one of the major giants in the consumer durable domain worldwide. The company has as many as 27 R & D centers and 5 design centers. It's global leading products include residential air conditioners, DVD players, CDMA handsets, home theatre systems and optical storage systems. 4. Godrej India Godrej India was established in 1897, the Company was incorporated with limited liability on March 3, 1932, under the Indian Companies Act, 1913. The Company is one of the largest privately-held diversified industrial corporations in India. The combined Sales during the Fiscal Year ended March 31, 2006, amounted to

about Rs. 58,000 million (US$ 1,270 million). The Company has a network of 38 Company-owned Retail Stores, more than 2,200 Wholesale Dealers, and more than 18,000 Retail Outlets. The Company has Representative Offices in Sharjah (UAE), Nairobi (Kenya), Colombo (Sri Lanka), Riyadh (Saudi Arabia) and Guangzhou (China-PRC). 5. Toshiba India Toshiba India Private Limited (TIPL) is the wholly owned subsidiary of Japanese Electronic giant Toshiba Corporation and was incorporated in India on September 2001. Toshiba had a presence in India since 1985 and was represented in India through their Liaison Office. 6.Sony India Sony Corporation, Japan, established its India operations in November 1994. In India, Sony has its distribution network comprising of over 7000 channel partners, 215 Sony World and Sony Exclusive outlets and 21 direct branch locations. The company also has presence across the country with 21 company owned and 172 authorized service centers. 7. Sharp India Ltd Sharp India ltd was incorporated in 1985 as Kalyani Telecommunications and Electronics Pvt Ltd, the company was converted into a public limited company in the same year. The name was changed to Kalyani Sharp India in 1986. The company was entered into a joint venture with Sharp Corporation, Japan - a leading manufacturer of consumer electronic products to manufacture VCRs/VCPs/VTDMs. The company manufactures consumer electronic goods such as TVs, VCRs, VCPs and audio products. The products were sold under the Optonica brand name. Sharp has a production base in 26 countries with 33 plants, and its products are used in 133

countries. The company was accredited with the ISO -9001 certification in the month of February, 2001. 8. Hitachi India Hitachi India Ltd (HIL) was established in June 1998 and engaged in marketing and sells a wide range of products ranging from Power and Industrial Systems, Industrial Components & Equipment, Air Conditioning & Refrigeration Equipment to International Procurement of software, materials and components. Some of HILs product range includes Semiconductors and Display Components. It also supports the sale of Plasma TVs, LCD TVs, LCD Projectors, Smart Boards and DVD Camcorders.

Fig 1.5

Source:- CEAMA Report,2010

Fig 1.6

Source :- CEAMA Report,2010

Fig 1.7

Source:- CEAMA Report,2010

1.2 COMPA ANY PROF OFILE

Found ded in 1938, , Samsung C Corporation is one of Ko oreas most enduring an nd re espected cor rporations, having stood behind the advancemen a nt of the natio onal econom my fo or more than n three quart ters of a cen ntury. At the e origin of S Samsung Gro oup, Samsun ng C Corporation w the tradi was ing arm of th he group, ep pitomizing its vibrancy and a dynamism m in n the area of o global tra ade. Its des signation in 1975 as K Koreas first-ever Gener ral T Trading Com mpany marke ed a new cha apter for its overseas op peration, whi ich since the en s gr rew into a scope tru uly worthy of a glob bal trader. Samsung Corporation C en ntrepreneurs ship and ach hievement on n the world scene have been a major inspiratio on fo or Koreas tr rading comm munity.

Fig 1.8

source : Co ompany Report t

In a continuing bid to expand its bus siness area beyond the e confines of o in nternational trade, in 1996, Sa amsung Co orporation m merged wi ith Samsun ng C Construction, , and in 1997, launche ed into the retail busin ness. Curren ntly, Samsun ng is engaged in two ma C Corporation ajor busines ss areas: tra ading, construction. Th he or rganization consists of two busine ess groups, with the ret tail business s headquarte er

10

under the trading group, and with the housing development headquarter under the construction group. The Trading Group, currently operating from its 71 overseas offices, exports semiconductors, machinery, plants, iron & steel, chemical products and textile; and imports energy, chemical products and machinery & equipment. In addition to trading, the Group carries out a variety of other projects including overseas investment, project organizing services and energy & natural resource development projects. The Construction Group, a provider of construction and engineering services, is also a plant builder and housing developer. To date, the group has to its credit Malaysias Petronas building, the worlds highest edifice, 452m high, boasting 92 stories aboveground; New Busan Port; Incheon Intl Airport; Ulchin Nuclear Power Plant; and Raemian and Trapalace, the apartment complexes. From energy resources to housing, each of these projects is a powerful testimony to the groups technological excellence. Last year, the group entered into a contract to build the worlds highest and best building with the average height of 190 fts, Burj Dubai.

Notably, Raemian, one of Samsungs signature apartment complexes is a remarkable triumph, hailed as new standard-setting luxury housing. The success of Raemian, topping the National Customer Satisfaction Index (NCSI) in the apartment category for eight consecutive years, has driven up our overall market share in housing development to the top of the scale as well as the top company across the world. The Retail Business is buoyant and thriving with Samsung Plaza Bundang ,

11

a multi-featu ure shopping g center, an nd Samsung Internet Sh hopping Ma all, familiarl ly re eferred to as Samsung Mall M as its two main pl latforms.

L Laying th he founda ation to become a Worl ld Class Compan ny

Fig 1.9

Source e:- Company R Report

Y 2006 Year January 2006 Dev veloped the first-ever speech recogn nition phone Dev veloped inno ovative 8-chi ip stacking MCP M techno ology Pos sted more tha an $10 billio on in net profit Bec came the wo orlds top thr ree companie es with the most m patents F February 2006 Rele eased digital l slim TV wi ith the narrow west body d depth Rele eased the firs st notebook P PC with emb bedded terrestrial DMB receiver Sams sung Blue bl lack phone, SGH-D500, , was selecte ed as "The Best B Handse et" at 3G GSM global l conference in Cannes, France F Firs st commercia alization of terrestrial t DMB phone in Korea Dev veloped DDR R3 DRAM
12

Dev veloped the first f wrinkle e-free steam washer M March 2006 Dev veloped the first HSDPA A terminal fo or commerci ialization and d ultra-high spe eed HSDPA system Cas sh payment to t more than n 15,000 SM MEs Dev veloped 82" TFT-LCD Dev veloped 7 megapixel cam mera phone A April 2006 Bec came the off ficial sponsor r of Chelsea a, the renown ned English soccer club M 2006 May Dev veloped the worlds w first t OLED for 40" 4 TV Com mpleted and announced a st tandard dim mension for 9th generation LCD pane el Rel leased the fir rst HD class PDP TV wi ith 10000:1 contrast c ratio o Beg gan mass pro oduction of 7 70 nano proc cessed 4 GB B NAND flas sh memory J June 2006 Acc cumulated pr roduction vo olume of larg ge LCDs sur rpassed 100 million unit ts Beg gan upgradin ng digital audio business s to the world ds top level l Lau unched a new w brand cam mpaign with the t theme of f "Imagine" Rel leased the fir rst 5 megapixel, 3x optic cal zoom cam mera phone
13

Beg gan mass pro oduction of 9 90 nano proc cessed 1 GB B DDR2 DRA AM Ju uly 2006 Rel leased the wo orld's first 7 mega pixel camera phon ne August A 2006 6 Released the worl ld's biggest DLP D TV September 2006 2 Devel loped the wo orld's first 50 0nm 16Gb NAND N Flash h Relea ased the wor rld's first Blu ue-Ray Hom me AV Cente er O October 2006 6 Blu ue-black pho one(SGH-600 0) selected as a the "Mobi ile Choice's Phone P of the Year" Dev veloped the world's w first 70nm DRA AM Dev veloped the world's w faste est speed gra aphic DRAM M(GDDR4) N November 20 006 Dev veloped the largest l Flexi ible LCD Pa anel D December 2006 2 Rec ceived "25 if f Design (Ge ermany) awa ards" Han ndset shipme ents reached d over 100 million m

14

1.3 SWOT Analysis:OPPORTUNITIES AND CHALLENGES

1.3.1. Challenges Heavy taxation in the country is one of the challenges for the players. At its present structure the total tax incidence in India even now stands at around 2530 per cent, whereas the corresponding tariffs in other Asian countries are between 7 and 17 %. About 65 per cent of Indian population that lives in its villages still remains relevant for some consumer durables companies. This India, at least a large proportion of its constituents, still buys black and white TVs and doesn't know what flat screens are. Also, foraying into these rural markets has a considerable cost component attached to it. Companies not only have to set up the basic infrastructure in terms of office space, manpower, but also spend on transportation for moving inventory. Even LG and Samsung, which are touted as having the largest distribution network in the country, have a direct presence only in 15,000 to 18,000 of the around 40,000 retail outlets (for consumer durables) in the country. Poor infrastructure is another reason that seems to have held back the industry. Regular power supply is imperative for any consumer electronics product. But that remains a major hiccup in India. 1.3.2 Opportunities : The rising rate of growth of GDP, rising purchasing power of people with higher propensity to consume with preference for sophisticated brands would provide constant impetus to growth of white goods industry segment.

15

 Penetration of consumer durables would be deeper in rural India if banks and financial institutions come out with liberal incentive schemes for the white goods industry segment, growth in disposable income, improving lifestyles, power availability, low running cost, and rise in temperatures. While the consumer durables market is facing a slowdown due to saturation in the urban market, rural consumers should be provided with easily payable consumer finance schemes and basic services, after sales services to suit the infrastructure and the existing amenities like electricity, voltage etc. Currently, rural consumers purchase their durables from the nearest towns, leading to increased expenses due to transportation. Purchase necessarily done only during the harvest, festive and wedding seasons April to June and October to November in North India and October to February in the South, believed to be months `good for buying, should be converted to routine regular feature from the seasonal character. Rural India that accounts for nearly 70% of the total number of households, has a 2% penetration in case of refrigerators and 0.5% for washing machines, offers plenty of scope and opportunities for the white goods industry. The urban consumer durable market for products including TV is growing annually by 7 to 10 % whereas the rural market is zooming ahead at around 25 % annually. According to survey made by industry, the rural market is growing faster than the urban India now. The urban market is a replacement and up gradation market now.

16

 The increasing popularity of easily available consumer loans and the expansion of hire purchase schemes will give a moral boost to the pricesensitive consumers. The attractive schemes of financial institutions and commercial banks are increasingly becoming suitable for the consumer. Consumer goods companies are themselves coming out with attractive financing schemes to consumers through their extensive dealer network. This has a direct bearing on future demand. The other factor for surging demand for consumer goods is the phenomenal growth of media in India. The flurry of television channels and the rising penetration of cinemas will continue to spread awareness of products in the remotest of markets. The vigorous marketing efforts being made by the domestic majors will help the industry. The Internet now used by the market functionaries that will lead to intelligence sales of the products. It will help to sustain the demand boom witnessed recently in this sector. The ability of imports to compete is set to rise. However, the effective duty protection is still quite high at about 35-40 per cent. So, a flood of imports is unlikely and would be rather need based. Reduction in import duties may significantly lower prices of products such as microwave ovens, whose market size is quite small in India. Otherwise, local manufacturing will continue to stay competitive. At the same time, there will be some positive benefits in the form of reduction in input costs. Washing machines and refrigerators will also benefit from lower input costs.

17

1.3.3 Strengths :From the survey conducted following are main strengths of Samsung: In CTV segment 38 percent dealer recommend the Samsung brand, 32 percent dealer recommend LG, 18 percent recommend Videocon and 12 percent recommend the Haier. In AC segment LG got the highest recommendation 32 percent, Samsung got 31 percent, Haier got 17 percent and Videocon got the 20 percent recommendation. The analysis of the sales data reflects that the sale of Samsung is increasing year after year in comparison to its competitors. Nearly 80 % of consumers are having the positive opinion about Samsung and Nearly 90 % of consumers are aware of it. Samsung is the only company in India have more than 15 regional offices in India and nearly 1800 Indian Employees. It thus has adopted the polycentric approach and for this reason it is the most known brand till today. Samsung is having the largest R & D centre of all Multinational Companies operating in India. It thus shows the Samsung is much more concentrating on new product developments as compared to its competitors. 1.3.4 Weakness :From survey conducted by us we found following weakness in case of Samsung: Most of the people feel that advertisement is not up to the mark i.e. it does not provide clear picture about the Product Being promoted and its schemes. So proper measure should be taken to make the overall advertisement more informative and creative. Samsung India Electronics should also target the lower End markets where

18

their sale is very low due to the existence of the local players. Samsung should make the market strategy keeping in mind both the lower-end as well as the premium markets. Samsung should also concentrate on the product category gap between the branded and the local players to win the competition in the long run.

19

1.4 Literature Review

Kapferer and Giles2 (1993):-

Research conducted by this expert provides an idea on

consumer involvement profile during the purchase. It talks in detail about the various situational factors, product factors and the role that image advertising plays in influencing the consumer perceptions of the overall brand. Thus the paper gives useful insights for framing the questionnaire especially related to the topic of the consumer perception.
Lynch and John5 (1998):-

Research conducted by the researchers Lynch and

John gives the idea about the consumers perception of the top computer brands in the USA . It shows that while purchasing the computers which attributes of the product especially computers are taken into consideration by consumers as well as how the brand name contributes in the overall purchase decision.
Lane, Vicki R.3 (2000):-

Researchers the impact of Ad repetition and Ad content

on the consumers perception about the overall brand. It talks that how by framing the advertisement in the creative manner a marketer can influence the consumers overall perception about the overall brand. It also shows the role that an advertising content plays in influencing the consumers thoughts about the brand. Ovidiu I. Mosiecu 7(2000):- Brand awareness, as one of the fundamental dimensions of brand equity, is often considered to be a prerequisite of consumers buying decision, as it represents the main factor for including a brand in the consideration set. Brand awareness can also influence consumers perceived risk assessment and their confidence in the purchase decision, due to familiarity with the brand and its characteristics. On the other hand, brand awareness can be depicted into at least two facets unaided (brand recall) and aided (brand recognition) each of the two facets having its more or less effective influence on buying decision and perceived risk assessment. This paper tries to reveal, on one hand, the importance of unaided brand awareness when it comes to consumers buying decision and, on the other hand, the importance of aided brand awareness when assessing the perceived risk associated with the purchase. The analysis is conducted in a comparative manner, considering the case of durable versus non-durable products, and with focus on urban Romanian consumers.
20

Shu-Hsien Liao8 (2000): Through his research Mr.Shu investigated direct and

indirect relationship between brand equity constructs which includes brand awareness, brand association, perceived quality, and brand loyalty. It implements Structural Equation Modelling with LISREL to examine the hypothesis. The finding showed that there is a significant and positive direct effect between brand awareness toward brand associations, and brand association toward perceived quality and brand loyalty.
Dr Leif E. Hem 4 (2001):-

Through his research Leif investigated the impact of

category similarity, brand reputation, perceived risk and consumer innovativeness on the success of brand extensions in FMCG, durable goods and services sectors. A set of hypotheses were developed and tested in a study amongst 701 consumers. The findings show that extensions into categories more similar to the original brand tend to be more readily accepted. Likewise, the reputation of the original brand is an important factor influencing the success of the extension. These findings are consistent across FMCG, durable goods and services brands. However, perceived risk about the extension category was only found to enhance acceptability of extensions
Nico Martin 6 (2001):-

Research conducted by this expert talks about the

consumers perception on electronic commerce. It talks about the various aspects that the consumers take in consideration while making use of electronic commerce. This paper provides deep sights on what the researcher should have to consider while determing the consumer perceptions so that effective analysis can be made of.
Justin Benek 1(2010):-

Exploratory Research study done by Justin serves to

investigate the perceptions of fast moving private label brands in the South African grocery food sector. Successful positioning of these brands has been achieved globally, most notably in developed markets. . To this end, research has been undertaken in order to better understand the current position these brands occupy in the minds of South African consumers. Included in the study is the consideration of critical branding elements such as trust, availability, pricing, packaging, etc. The knowledge gained through this research should ideally facilitate the process of advancing private label brand research in an academic context and improving brand positioning, increasing market share and optimizing profit extracted from private label brands in a managerial context.
21

1.5 Relevance of the Present Study

A Grand Project gives an opportunity to the students to interact closely with the industry. After the completion of foundation courses, GP gives the student a chance of doing the work on the one hand and gaining the practical experience on the other. The theory that one had learnt in classrooms and the real aspects in the industry vary drastically. At the first instance it might seem as that theory would be of no help in dealing with the real life cases and situations. But once on dealing with those situations one would realize how important the theoretical framework is in building a strong foundation through which one can approach any problem with multiple perspectives and that too with the confidence into me. This project was a wonderful opportunity to put into practice the tools, techniques and skills learnt in the three semesters of my MBA course. It has been an amazing experience to put in the application almost all the subjects that I had learnt into one single project. Right from the approach to the problem till the report writing and presentation of the recommendations these skills and techniques learnt have been the great aid. The basic approach to any problem with clear understanding of the objective of the problem and then moving on to determine the methodology to solve the problem at hand, which was taught as a part of the human resource course, came in handy to get the right start for the project. The summer internship project has brought in me one major change which I am sure would be the key to success in all my future endeavors. There has been a change in my attitude. I have learnt that to succeed one cannot be sufficient with the specialized and limited knowledge rather one should always be open to continual learning and bring in discipline in life to channelize the ones strengths in the right direction.
22

CHAPTER 2
Research Methodology
Basically Research means systematic investigation to establish facts or principles or to collect information on a subject. In the broadest sense of the word, the definition of research includes any gathering of data, information and facts for the advancement of knowledge. With this view the research is undertaken as under:-

2.1 Research Objective:The major objective of the study is to analyze the position of Samsung Vis--Vis its competitors and to identify weak areas and provide recommendations for the sales. The consumer durable market has grown considerably in last few years in India. With the growth, the level of competition has grown as well. Literally every day companies come up with new attractive offers to grab the better share of the market. The challenge is not only to get the new customer but also to continue with the existing customers. The objective of doing the project is to: 1) To identify the Dealer and Consumer perception about the Samsung products with respect to its competitors in Color Television & A.C. segment. 2) To study awareness of Brand Samsung among the consumers. 3) To suggest some differentiating strategies to stay ahead in competition in Color Television & A.C. segment.

23

2.2 Research Design:-

Types of Research: -The research undertaken includes both the descriptive research and objective research. The objective research was undertaken for consumer survey and descriptive research was undertaken for competitive analysis. Data Sources: - The data sources utilized for resource includes both the primary data and secondary data. The primary data was utilized for the consumer survey while secondary data was utilized for competitive analysis. Research Methods: - The methods utilized for research comprises of survey / schedule method as well as also involves the personal interaction. The survey method was adopted for consumer survey while personal interaction strategy was adopted for competitive analysis. Research Technique: - For making the consumer survey the research technique adopted was structured questionnaire. Type of Questions: - The Questions included in the questionnaire for dealer & consumer Survey were mostly the closed ended ones and some were open ended ones. No of Questions: The Questionnaire for dealers and retailers for both

Color TV & Air conditioner includes 16 questions. While the questionnaire for consumers included only 10 questions. Place of Research: - The consumer survey was conducted in the district of Rajkot in areas like proper city of Rajkot, Vankaner, Jetpur, Gondal, Morvi etc. Sampling Method: - The Sampling Technique used was Sampling
24

convenience

Sample Size: - The sample size selected for consumer research was 100 consumers and for dealer analysis size of 100 retailers and dealers selected. was

25

CHAPTER -3
Research Findings and Analysis:A) From Dealers and Retailers Survey. B) From Customer Analysis. Major Findings and Analysis from dealers and retailers survey are ----

ANALYSIS OF THE DEALERS QUESTIONNAIRE FOR (CTV)

For this purpose we conducted a survey with the sample size of 100. This sample includes the dealers and the retailers in the area of Rajkot and surroundings. The questionnaire having 16 questions was prepared to obtain the desired information and the method of personnel interview was also adopted for those dealers who were not interested in filling the questionnaire and the data got is then analyzed and following are the results for the same. The starting of our questionnaire was with the question 1 .Which of the following brands of CTV, you are dealing in? This question mainly gives the idea that how many dealers and the retailers are dealing in single and multiple brands Fig shows that out of 100 dealers and retailers who were part of survey in Rajkot and surroundings 60 were dealing in the single brand only and the 7 were dealing in multiple brands.

26

Dea alersRat tio

Dealer rswhoprefersingle s brand Dealer rswhopreferthree t Brands 7% 10% Dealer rswhoprefert twobrands Dealer rswhopreferm morethan5br rands

23% %

60%

------------------------------------------------------------------------------------------------------2. How man ny models do d you display for each brand? Mainly th he 15, 21, 29, LCD & PLASMA were considered fo or the brand ds Samsung, So ony, LG, Ha aier, Videoco on and the major deale ers and the retailers r wer re in nterested in keeping k the brand most sold. The ch hart shows th hat out of th he total surve ey th he proportion n.

Average ePropor rtionofDisplayateach store

Pla asma 22 18 3 37 20 LC CD 15 5inchTV 21 1inchTv 29 9inch

T question This n also bough ht up an idea a that lower end e markets s have more proportion of o 29, 21 inch di isplay as com mpared to th hat of high en nd market. ---------------------------------------------------------------------------------------------------

27

3. Which are the two highest selling models of each company in CTV & their prices? The models that were sold more in comparison to others for the same brand in the CTV segment are as follows. THE HIGHEST SELLING MODELS Samsung LG Haier Videocon Sony 21inch Plano- Z30 , Z43 21inch Flatron -21FD 2RG- TX, 21FC8RG-AX 21inch Platron- 21F2A, 21F9D 21inch Challenger21inch KVHM213 M80, KVFA 21M 83

4 . To what extents, following brands of CTV are preferred by customers? This question was mainly asked to have an overview of how the customer responds to a particular brand and the results are shown below in the following chart.

Customer brand prefrence in

40% 35% 30% 25% 20% 15% 10% 5% 0% Samsung Sony LG

LCD

Videocon

Haier

-----------------------------------------------------------------------------------------------------28

5. What is the price band b for which w the customer c lo ooks for while w makin ng purchase dec cision? With this questio on the majo or objective of my surv vey was acc complished it re eveals what the t consume er need in the particular segment as s shown in the e table below w. Segmen nt 15 inch 21inch 29inch LCD PLASM MA Brand Videoc con Samsun ng/LG Sony/S Samsung Samsun ng Samsun ng/LG Pr rice range 5, ,000-6,000 9, ,000-10,000 15 5,000-17,000 0 40 0,000-55,000 0 55 5,000-60,000 0

A Average dem mand for the brand has b been also est timated with h the finding gs of the sam me qu uestion.

CUSTOM C ERPREF FERENCE EFORBR RAND

8% 1 12% 32% SONY Y SAMSUNG LG 22% % 26% % VIDE EOCON HAIE ER

Q Question 6 was w an open ended e question.

29

7. What is the expected percentag ge of custom mers who ar re willing to pay? W the sur With rvey and the en the analy ysis of the data concludes that in the high en nd rs m markets like yagnik y road, , kalavad roa ad , the ratio o of premium m and low end e customer w 60: 40 as was s shown in pie chart

Proportio on of custo omers in high h end markets m low-end Custom mer 40%

Premium Cu ustomer 60% %

While in the t lower en nd markets li ike Jetpur, Gondal, G Mor rvi and outsk kirts of Rajko ot the propo ortion of Premium P an nd low end d customer is of the ratio 20:80.

Proport tionofcustomersinlow wend m market

20% % Pr remiumcustom mers 80% lowendcustome ers

-------------------------------------------------------------------------------------------------

30

8. what are the parameters on n which consumers m make his pur rchase (ran nk them)?

Param metersth hatconsu umertakesinto o cons sideratio oninmakingpur rchase

percentageof o persons whoconside ersbrand 10% 7% 10% 50% percentageof o persons whoconside ersprice percentageof o persons whoconside ersproduct features percentageof o persons whoconside ersproduct design

23% %

--------------------------------------------------------------------------------------------------9. what is i the annua al estimated d sales of CT TV? After taking out the t average of the low-e end and prem mium marke ets the resul lts obtained are that the e average an nnual sales of the prem mium end market m was as a under Brand d Name Samsu ung Sony L.G Video ocon Haier r A Annual aver rage estimat ted sales 6192 pieces p. a 5676 pieces p a 6708 8 pieces p .a 2580 pieces p. a 1032 pieces p .a

--------------------------------------------------------------------------------------------------31

10. At which visit, customer generally finalize his/her decision for buying a CTV? This mainly gives an overview of how customers make their purchase decision when they enter in to show room. The results of this analysis are shown below

90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 1

Customer Decision Index

Any other

Visit to Show room

--------------------------------------------------------------------------------------------------11. Does customer come with prior knowledge/information about

particulars brands of CTV?

12. When customers mostly visit showroom for buying CTV? Question 11& 12 mainly help in predicting that which offer attracts the customer the most and the results obtained after the analysis work are shown below in the following bar chart:-

32

70% 60% 50% 40% 30% 20% 10% 0% Discount offer

Customer Visit Index

exchange offer

new features

Any other

--------------------------------------------------------------------------------------------------13. What is the most acceptable size in CTV now days? The question mainly emphasized on bringing out the most acceptable size of CTV in each segment and thus the results obtained are shown as under.

Segment
CTV LCD PLASMA 21 31 42

Size

-------------------------------------------------------------------------------------------------------

33

14 4.

Below w are differ rent modes of promot tion. Please e rank follo owing mode es from 1 to 7, on th he basis of their t influen nce on custo omer. (Rank k1=high, Ra ank 7 = low) The major mode es of promo otion that in nfluenced th he customer rs was audi io visual mo ode that com mprises of 59 9% print me edia occupyi ing 24% and d other mode es influenced d them 17% this is show wn in chart

Influ uencialmodesof o promo otion

10% 20% % 49% Audio A Visual P Media Print 21% In nternet Tradeshows

--------------------------------------------------------------------------------------------------The other r two questio onnaires wer re generally ignored by the retailers s as they trie ed to be loya al to the bran nds in which h they were dealing. d

34

ANALYSIS OF THE DEALERS QUESTIONNAIRE FOR (AC) For this purpose we conducted a survey with the sample size of 100. This sample includes the dealers and the retailers in the area of Rajkot and surroundings. The questionnaire having 16 questions was prepared to obtain the desired information and the method of personnel interview was also adopted for those dealers who were not interested in filling the questionnaire and the data got is then analyzed and following are the results for the same. The questionnaire started with the question 1 .Which of the following brands of AC, you are dealing in? This question brought the fact that how many dealers and retailers are dealing single and multiple brands of air conditioners this is as shown below:-

Dealer Ratio Multiple brand 32%

single Brand multiple brand

Single brand 68%

------------------------------------------------------------------------------------------------------

35

2. How many models do you display for each brand? In this question mainly the 1.0 ton, 1.5 ton and 2 ton capacity of both window split air conditioner category were considered and the models displayed at each counter on an average are as under:

Brand Name
Capacity Samsung w/s LG w/s Bluestar w/s Videocon w/s Haier w/s 1 Ton 1.5 Ton 2.0 Ton 2/1 3/2 1/1

2/1 3/1 1/1

2/1 2/2 1/0

1/1 1/1 1/0

1/0 1/1 5/0

------------------------------------------------------------------------------------------------------3 . Which are the two highest selling models of each company in AC & their prices? Each brand has its unique image for its product thus the highest selling models for each brand also vary according to the quality features as well as demand for the products the highest selling model for the each brand are as follows in the following table

36

Brand Samsung LG Videocon Blue star Haier

Model 18QB W18G2 SB1608 WAM181YB HW12DX

------------------------------------------------------------------------------------------------------4 . To what extents, following brands of AC are preferred by customers? The major brands preferred by the customers according to the options given are

Brand Prefrence by customers

35% 30% 25% 20% 15% 10% 5% 0% Samsung LG Videocon Bluestar Haier

-------------------------------------------------------------------------------------------------------

37

5. What is the price band for which the customer looks for while making purchase decision? This question mainly brought out the conclusion of which price brand generally the customer looks for when he makes his purchase decision this is explained as under.

Segment 1.0 Ton 1.5 Ton 2.0 Ton

Price Band 11,000-15,000 16,000-25,000 30,000-40,000

------------------------------------------------------------------------------------------------------7. What is the expected percentage of customers who are willing to pay ? The analysis of the data reveals that the proportion of premium customers is around 78% as compared to that of low-end customers that comprise of only 22% .

Proportion of Premium & Low-end Customers in Market Low-end customers 22%

Premium Customers 78%

------------------------------------------------------------------------------------------------------38

8. what is the annual estimated sales of AC? After taking out the average of the low-end and premium markets the results obtained are that the average annual sales of the premium end market this analysis work constitute the limited sample size and thus may not predict the correct figures. The word season means the month of March, April, May, June.

Brand Name sales Samsung LG Blue star Videocon Haier

Annual

average

estimated

24000 pieces per season 27000pieces per season 25200pieces per season. 15000pieces per season. 7800pieces per season.

------------------------------------------------------------------------------------------------------9. Please rank each of the following features from 1 to 5 on the basis of their

importance to customers ? This question after being analyzed brought out the conclusion that out of the total sample size people who gave their 1st preference to brand name were around 42% and who went for Features were 22% and people who gave their 1st Preference to price were 28% dealers communication & Design constituted respectively for 2% & 6%.

39

Cus stomerP Prefrenc ceIndex x

Brand dName Fe eatures
2% 6% 28 8% 42%

Price

Deale ersCommunci iation

Des sign

22 2%

------------------------------------------------------------------------------------------------------10. At which h visit, custo omer genera ally finalize his/her deci ision for bu uying AC? T mainly gives This g an ove erview of ho ow customer rs make their r purchase decision d whe en th hey enter in to t show room m. The resul lts of this an nalysis are sh hown below

Consum mer Decisio on Index

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 1 2 Any other

S Series1

Visit to t Showroom

------------------------------------------------------------------------------------------------------40

Q12. When customers mostly visit showroom for buying AC? Question 11& 12 mainly help in predicting that which Promotional Techniques attracts customer the most and the results obtained after the analysis work are shown below

60% 50% 40% 30% 20% 10% 0% Discount offer

Customer Visit Index

exchange offer

Guift options

Any other

---------------------------------------------------------------------------------------------------Q14. Below are different modes of promotion. Please rank following modes from 1 to 7, on the basis of their influence on customer. The major modes of promotion that influence the customer were audiovisual 64%, Print media 28%, Tradeshows 8%.

41

70% 60% 50% 40%

Promotional Technique Index

Series1 30% 20% 10% 0% Audiovisual Print Media Tradeshows

------------------------------------------------------------------------------------------------------Q16. Which Brand you Recommend and why? As this was the last question the importance of this question was much more as people tried to ignore it but the information obtained from the analysis of this question are shown below :-

Dealers Recommendation for the Brand

40% 35% 30% 25% 20% 15% 10% 5% 0% Samsung LG Bluestar Videocon Haier

42

FINDINGS FROM THE CONSUMER QUESTIONNAIRE

For this purpose we conducted a survey with the sample size of 100. This sample includes Businessman, Government employees, Private Employees and Housewives. This includes a questionnaire having 10 questions and the data got is then analyzed and following are the results for the same. 1) The first question is which of the following Brands deal in consumer durables? As shown in the figure, the response was 100% positive

consumer durables

100% 1

-------------------------------------------------------------------------------------------------------

2) How do you make your purchase decisions? Following figure interprets the result that 84% of the consumer makes their purchase decisions with the help of one or the other aided media. But at the same time around 16% go for unaided purchase decisions.

43

Purchase decision
16% 84% aided

aided unaided

-------------------------------------------------------------------------------------------------------

3) Which purchase pattern is followed at your place? This question tells about how many people really take the help of there near and dear ones while making the purchase decision and also helps the marketers to target the appropriate segment. The result shows that 78% of the consumers take the help of their family and around 22% of the consumers go for the individual decision while making the purchase decisions

Purchase pattern of consumers

22%

78%

Individual family

------------------------------------------------------------------------------------------------------

4) On which of the following parameters you make your purchase decision? (Rank them according to your preference)
44

It tells about how many people out of the 100 consumers give more preference to the above mentioned options. The result shows that 46% of the consumers give their 1st preference to price, 6% to product,22% to quality,24% to brand name, 0% to packaging,2% to Features the graphical representation Explains it more clearly Parameters for purchase decision Rating 1 2 3 4 5 6 Price 46 22 18 10 0 4 Product Quality Brand name 6 10 16 8 58 2 22 14 38 20 4 2 24 44 10 14 6 2 Packaging Features 0 1 2 1 6 90 2 9 16 47 26 0

Price
50 40 30 20 10 0 1 2 3 4 5 6 7

Price

Rating

45

Product
80 60 P roduct 40 20 0 1 2 3 4 5 6 7

Rating

100 80 60 40 20 0 1 2 Packaging

Packaging

Rating

Quality
40 35 30 25 20 15 10 5 0 1 2 3 4 5

Quality

Rating

46

Brand nam e
50 Brand name 40 30 20 10 0 1 2 3 4 5 6 7

Rating

features
50 f eatures 40 30 20 10 0 1 2 3 4 5 6

Rating

-------------------------------------------------------------------------------------------------------

5) Which Brands of consumer durables you have been using before? 6) Which consumer durables you posses at your home presently? 7) Do you feel like shifting to some other brand or you are fully satisfied with the present one? These three questions mainly bring out the picture how the consumers follow the trends in the industry these questions mainly emphasize on the consumer loyalty level. Out of around 100 consumers 42% continued with the same brand, 36% shifted
47

to some other brand and around 22% were planning to shift to some other brand. fig shows the same in more appropriate manner. The overall analysis shows that only 42 % of the consumers are brand loyal while 58% of the consumers have the tendency of shifting to some other brand. Consumer loyalty level

45 40 35 30 25 20 15 10 5 0

Trend in consumer durable industry

continuing with same brand

Shifted to some Planning to shift other brand

------------------------------------------------------------------------------------------------------8). Please rate the following brands of CTV on the scale of 1 to 5? This question is for those consumers who are well aware of the existing brands and have sufficient knowledge regarding each brand the consumers were asked to rate the given brands on the scale of 1to 5 on the basis of their opinion for Quality, features, Design, Screen resolution and efficiency. The results obtained for the quality rating for CTV for Sony, Samsung, LG, Haier, and Videocon. Are shown in the fig.where 32% of the consumers have rated 5 Sony on the contrary Samsung emerged as the leader in this segment with 48% of the consumers rating it on the scale of 5..

48

Consumer Rating Chart for CTV

60 Quality Rating 50 40 30 20 10 0 Sony Samsung Haier Videocon LG

-------------------------------------------------------------------------------------------------------

9). Please rate the following brand of AC on the scale of 1 to 5? Where 1 mean poor service and 5 mean excellent service This question also tested the knowledge of consumers who are well aware of the existing brands of AC and have sufficient knowledge regarding each brand the consumers were asked to rate the given brands on the scale of 1to 5 on the basis of their opinion for Quality, features, Design, Cooling effect and efficiency. The results obtained for the quality rating for AC Segment for Bluestar, Samsung, LG, Haier, and Videocon. Are shown in the fig. where 42% of the consumers have rated 5 LG on the contrary Samsung emerged as the leader in this segment with 46% of the consumers rating it maximum on the scale of 5. Followed by the other brands.

49

Consumer Rating Chart for AC

50 45 40 35 30 25 20 15 10 5 0 Samsung LG Vediocon Haier Bluestar Quality rating

----------------------------------------------------------------------------------------------------10) How far you are aware about Samsung Products& what is its impression in your mind? As shown in fig 2.2, in Chandigarh and Surroundings Samsung enjoys an awareness of over 95% and a positive opinion of around 80% in the area today.

Consumer Awareness and Opinion chart

Awareness among people 95% Positive opnion among people 80%

50

CHAPTER-4
Conclusion
From the study we can conclude that consumer durables play a major role in the day to day life of human beings . Consumer durables are has taken place as a necessity now a days one finds it hard to survive without them . The comfort alone should not be considered as the basis of measurement of the performance of Consumer Durable industry, it should also include the Necessity Part. Samsung India electronics one of the leading Consumer Durable provider should also concentrate on the research and development in the country itself so as to fulfill the demands of the local residents in the desired manner.

4.1 Implications of the Present Study:Primary data collected through questionnaire, Personnel Interviews regarding the Samsung and its competitors i.e. Sony, L.G, Videocon, Haier, bluestar And the Analysis of the data using Research Methodology Reflects the following. Consumer Durables play a major role in the life of each individual. The dealers are the inseparable pillar between the company and the ultimate consumer. Retailers can sell anything to the consumers if rewarded with appropriate incentives. Dealers are happy keeping the single brand. Retailer like keeping variety brand so as not to let the consumer leave the counter until he affect sales. The retailers of remote areas of Rajkot i.e. Morvi, Vankaner, Gondal ,Jetpur etc have different perception about Different segments of CTV&A.C. Retailers like to stock the most sellable models of the company rather than the display models being promoted by the company.
51

 The dealers in areas like Yagnik Road, Kalavad Road are targeting high profile people. The markets of Morvi, Vankaner, Gondal ,Jetpur are the low end markets. The percentage of premium end customers in central Rajkot is around 90% as compared to of 30% in outskirts of Rajkot. Low end markets of Rajkot have very less market for 1.5 & 2 ton Air conditioners. The retailers in Morvi are in a better position to tackle consumers as compare to that of other remote areas. Dealer disclosed the fact that approx 85 percent customer come with Prior knowledge of product price, features, discount offer, exchange offer only 15 percent are unknown customer. In CTV segment 38 percent dealer recommend the Samsung brand, 32 percent dealer recommend LG, 18 percent recommend Videocon and 12 percent recommend the Haier. AC segment: In AC segment LG got the highest recommendation 32 percent, Samsung got 31 percent, Haier got 17 percent and Videocon got the 20 percent recommendation. The analysis of the sales data reflects that the sale of Samsung is increasing year after year in comparison to its competitors. The ranking of the brands have the positive relation with design, price and others have the negative correlation.

52

4.2 Limitations of the Study: The Data collected from the Dealer might not be very accurate to obtain the desired information. The sample size taken is small to make a universal statement. The final conclusion can be also affected by some of the extraneous variables. Though the study represents the position of Samsung in Rajkot. Due to small sample size, the finding may not be a true representative and it cannot be generalized across India. Biasness of the respondent. Lack of sufficient information. Difficulty in gathering the reasonable data. Its all about the future predictions and future is unknown.

4.3 Scope of Further Study:There is a scope of future and detailed study of the more retail outlets of other territories to study buying and consumption pattern of particular segment in that region and also the impact of communication in that region. Also there is a wide scope to study the marketing activity of other small and big companies in the other parts of country which would reveal how and why the particular brands are successful in particular regions only.

53

4.4 Suggestions: The Companies should more concentrate on R&D rather than wasting their money in various Sales promotional techniques. Most of the people feel that advertisement is not up to the mark i.e. it does not provide clear picture about the Product Being promoted and its schemes. So proper measure should be taken to make the advertisement more informative and creative. Samsung India Electronics should also target the lower End markets where their sale is very low due to the existence of the local players. Samsung should make the market strategy keeping in mind both the lower-end as well as the premium markets. Samsung should also concentrate on the product category gap between the branded and the local players to win the competition in the long run.

54

BIBLIOGRAPHY Reports and Research Papers:1. Justin Benek (2010):African Journal of Business Management, vol (4) ,pp-203.

2. Kapferer and Giles (1993):- Further Evidence on the Consumer Involvement Profile: Five Antecedents of Involvement, Psychology and Marketing, 10, (July/ august), pp. 347-355) 3. Lane, Vicki R. (2000):- The Impact of Ad Repetition and Ad Content on Consumer Perceptions of Incongruent Extensions, Journal of Marketing, 64 (April), pp. 80-91.) 4. Dr Leif E. Hem(2001):-Factors influencing the Brand Awareness and Brand extensions 5. Lynch and John (1998):Consumers Beliefs of Top US Computer Brands,

Journal of Academy of Marketing Science, 27 (Summer), pp. 367-376) 6. Nico Martin (2001):"Consumer Perception of Electronic-commerce," South

African Computer Journal, 27, 27-33, 2001) 7. Ovidiu I. Mosiecu(2000):The importanc of brand awareness in consumers

buying decision and perceived risk assessment by Ovidiu I. Mosieud Babe-Bolyai University of Cluj-Napoca 8. Shu-Hsien Liao (2000): study of the relationship between brandawareness, brand association, perceived quality, and brand loyalty, Dept. of Management Sciences and Decision Making, Tamkang University

.
55

Books:1) C.R.Kothari :- Research Methodology 2) Kevin lane Keller :- Strategic Brand Management. 3) Naresh Malhotra :- Marketing Approach- An Applied Oriented Research 4) Philip Kotler:- Marketing Management

Webiliography:http://www.samsung.com http://www.sony.com http://www.indiainbusiness.nic.in/industry... http://www.haier.com http://www.lgindia.com http://www.videocon.com http://www.bluestar.com http://www.marketingpower.com http://www.hbs.edu/research/pdf/06-059.pdf http://gdex.dk/ofdi/29%20Kale%20Dinar.pdf http://iis-db.stanford.edu/pubs/11893/Smith.pdf http://tspace.library.utoronto.ca/retrieve/2376/ej99003.pdf
http://www.researchandmarkets.com/reports/53984/

56

Annexure
Questionnaire on CTV
Q1. Which of the following brands of CTV, you are dealing in? (Please Tick) b) Samsung d) Sony

a) LG c) Videocon e) Haier

f) Any Other (Please Specify) ______

Q2 How many models do you display for each brand? Samsung 15 21 29 LCD PLASMA LG Haier Sony Videocon

Q3

which are the two highest selling models of each company in CTV & their prices? Samsung - LG - Haier -

57

Videocon- Any other-

Q4.

To what extents, following brands of CTV are preferred by customers? (Mark the appropriate preference level by ticking against respective brand)

Brands LG Samsung Hiear Videocon Sony

Very High

High

Low

Very Low

Nil

Q5 what is the price band for which the customer looks for while making purchase decision? Segment 15 21 29 LCD Brand ...
58

Price

Plasma

Q6 is customer ready to pay premium for additional features? .. Q7 what is the expected percentage of customers who are willing to pay Premium . Low-end ..

Q8. What are the parameters on which consumer makes his purchase decision? Parameters o Price o Packaging o Product Features o Brand Name o Product Quality o Product Design Q9 what is the annual estimated sales of CTV? Brand o Samsung o L.G o Videocon o Sony o Haier Amount .. .. .. .. .. Rank .. .. . . . .

Q10. At which visit, customer generally finalize his/her decision for buying a CTV?
59

a) At Fist Visit b) At Second Visit

c) At Third Visit d) Any Other (Please Specify)

___

Q11. Does customer come with prior knowledge/information about particulars brands of CTV? a) Yes b) No

If yes, what types of information/knowledge, they have? a) About Discount Offer. b) About Exchange Offer. c) About New Features. d) Any Other (Please Specify) ___________________________

Q12. When customers mostly visit showroom for buying CTV? a) During Exchange Offer b) During Gift Option Offer c) During discount Offer

d) Any Other (Please Specify)_________

Q13. What is the most acceptable size in CTV now days? Color TV LCD TV Plasma TV 14 inch 22 inch 36 inch 21 inch 40 inch 42 inch 29 inch 52 inch 46 inch

Any Other (Please Specify)

___________________________

Q14. Below are different modes of promotion. Please rank following modes from 1 to 7, on the basis of their influence on customer. (Rank1 = high, Rank 7 = low)

60

a) Television

________

e) Radio

________

b) Newspapers ________ c) Pamphlets ________

f) Magazines ________ g) Internet ________

d) Trade Shows ________

Q15. What different complaints are faced by you from your customer? (Mark to appropriate one) Brand Complaints Bad quality Problem Picture tube High Electricity with Picture LG Samsung Haier Videocon Sony

Consumption Fading of Color

Q16. Which Brand you Recommend and why?

61

PERSONAL PROFILE

Dealers Name: Address: Ph. No.:-

____________________________ ____________________________ ____________________________

Date: Stamp

Sign/

62

Questionnaire on A.C
Q1.Which of the following brands of AC, you are dealing in? (Please Tick) a) LG b) Videocon c) Haier d) Samsung e) Blue star

f) Any Other (Please Specify) ______

Q2. How many models do you display for each brand? Capacity Samsung W/S 1.0 Ton 1.5 Ton 2.0 Ton LG W/S Haier W/S Bluestar W/S Videocon W/S

Q3 . which are the two highest selling models of each company in AC & their prices? Samsung - LG - Haier - Videocon- Any other-

63

Q4.To what extents, following brands of AC are preferred by customers? (Mark the appropriate preference level by ticking against respective brand) Brands LG Samsung Hiear Videocon Blue Star Very High High Low Very Low Nil

Q5. What is the price band for which the customer looks for while making purchase decision? Segment 1.0 Ton 1.5 Ton 2.0 Ton Brand .. .. Price

Q6. Is customer ready to pay premium for additional features? .. Q7 what is the expected percentage of customers who are willing to pay Premium .
64

Low-end

..

Q8. what is the annual estimated sales of AC? Brand o Samsung o L.G o Videocon o BlueStar o Haier Q9. Amount .. .. .. .. ..

Please rank each of the following features from 1 to 5 on the basis of their importance to customers. Rank 1= the most importance feature Rank 5=the least important feature

Feature a) Price b) Design c) Features d) Dealers Communication e) Brand Name

Rank Order _________ _________ _________ _________ _________

Q10. At which visit, customer generally finalize his/her decision for buying a AC? a) At First Visit b) At Second Visit c) At Third Visit d) Any Other (Please Specify) ___

65

Q11. Does customer come with prior knowledge/information about particulars brands of AC? a) Yes b) No

If yes, what types of information/knowledge, they have? a) About Discount Offer. b) About Exchange Offer. c) About New Features. d) Any Other (Please Specify) ___________________________

Q12. When customers mostly visit showroom for buying AC? a) During Exchange Offer b) During Gift Option Offer c) During discount Offer

d) Any Other (Please Specify)________

Q13. What is the most acceptable size in AC now days? a) 1Tone b) 1.5Tone c) 2 Tone

d) Any Other (Please Specify)

___________________________

Q14. Below are different modes of promotion. Please rank following modes from 1 to 7, on the basis of their influence on customer. (Rank1 = high, Rank 7 = low) a) Television b) Newspapers c) Pamphlets ________ ________ ________ e) Radio ________

f) Magazines ________ g) Internet ________

d) Trade Shows ________

66

Q15. What different complaints are faced by you from your customer? (Mark to appropriate one)

Brand Complaints Bad cooling quality Problem with Noise High Electricity

LG

Samsung

Haier

Videocon Blue Star

Consumption Cost of Maintenance

Q16. Which Brand you Recommend and why? PERSONAL PROFILE Dealers Name: ____________________________ Address: Ph. No.:Date: Sign/ Stamp
67

____________________________ ____________________________

QUESTIONNAIRE FOR CONSUMER Q1. Which of the following deal in consumer Durables? a) Samsung b) Sony c) L.G g) Bajaj d) Haier

e) Videocon

f) Bluestar

h) Hero Honda

Q2. How do you make your Purchase decisions are they? a) Aided ( with the help) b) unaided ( without help)

Q3. Which purchase pattern is followed at your place? a) Individual b) Family

Q4. On which of the following parameters you make your purchase decision? (Rank them according to your preference) a) Price b) product c) Quality

d) Brand name

e) Packaging

f) Features

Q5.Which Brands of consumer durables you have been using before? Q6. Which consumer durables you posses at your home presently?

68

Q7. Do you feel like shifting to some other brand or you are fully satisfied with the present one? Q8. Please rate the following brands of CTV on the scale of 1 to 5? Where 1 means poor service and 5 means excellent service Sony Quality Design Features Screen Resolution Efficiency Samsung Haier Videocon LG

Q9. Please rate the following brand of AC on the scale of 1 to 5? Where 1 mean poor service and 5 mean excellent service bluestar Quality Design Cooling effect Durability
69

Samsung

Haier

Videocon

LG

Efficiency After sales Service

Q10. How far you are aware about Samsung Products& what is its impression in your mind? ... ... PROFILE OF THE SUBJECT: Name of Consumer:

Address: Phone E-mail id (any).

70

71

72