A SUMMER TRAINNING PROJECT REPORT

ON
Comparative Study of Videocon Products with Other
Brands Products in Lucknow
A report submitted to Mahamaya Technical University for t he partial
Fulfillment of MBA Degree2013-14

Under the Guidance of:

Mr. ASHISH DIXIT

Submitted By:
ASHISH RAI
MBA - IIIrd Sem
Roll No.-1227270013

Greater Noida Institute of Technology

MBA Institute- Code: 272
7, Knowledge Park-II, Greater Noida (U.P)

CERTIFICATE
This is to certify that the project work done on the Comparative Study of Videocon Products with
Other Brands Products in Lucknow is a bonafide work carried out by ASHISH RAI (3rd Sem), under
my supervision and guidance. The project report is submitted towards the partial fulfilment of full time
Master of Business Administration (MBA).
This work has not been submitted anywhere else for any other degree / diploma.

Director:

Faculty Guide:

Prof. Dr. Sabita Mohan

Ashish Dixit
MBA Department

DECLARATION

I, Ashish Rai, student of Master of Business Administration hereby declare that the Research Project
Report entitled Comparative Study of Videocon Products with Other Brands Products in
Lucknow submitted in the fulfilment of MBA programme; is my original work and is not submitted
to any other institute for the award of the degree.

ASHISH RAI

Acknowledgement
I hereby take this opportunity to thank my Guide of the Research Project Mr. ASHISH DIXIT whose
visionary approach enabled me to accomplish my project work in a systematic and an effective manner.
It will be no exaggeration in stating that without his help my project work would not have been
materialized. At last, I would also like to express my thanks to my parents, relatives and friends who
have given me emotional support as well as some useful tips which helped me very much in successful
completion of the project work.

PREFACE
As a student MBA (MASTER OF BUSINESS ADMINISTRATION) one of the most reputed
professional courses. The attractive feature of the MBA DEGREE is that along with theory we also get
to have the exposure of the practical environment.
The topic for my summer project is:Comparative study of Videocon products with other brands products in Lucknow
The Project Report revolves around the identifying distribution and share gaps of VIDEOCON. The
objectives are predefined and the task is to accomplish them. The study was confined geographically
to selected areas of Lucknow. The whole process during the report is well planned; the primary data
collection is done from the Graph.

Ashish Rai

List of Contents
S. No.

Title

Page No.

1.

Company Profile

2.

Overview of the Project

11

3.

Objective of the Project

12

4.

A FICCI Survey

14

5.

Growth Rate

15

6.

Research Methodology

18

7.

Findings

21

8.

Tables

52

8.

Conclusion

68

9.

Recommendation

71

10.

Bibliography

75

11

Appendix

76

INTRODUCTION

Company Profile
HISTORY OF VIDEOCON:
Videocon is an industrial conglomerate head quartered in Gurgaon (NCR DELHI) with interest all
over the world, and is an Indian multinational company .the group has 17 manufacturing sites in
India and plants in china, Poland, Italy and Mexico .it also the third largest picture tube
manufacturer in the world. There is a USD 4 billion global conglomerate.
Vide. It has launched variety of products in consumer electronics industry including range of
refrigerators, washing machines, televisions, air-conditioners, microwave ovens. It has interest in
oil and gas field, in India, Mozambique, Brazil, East Timor, Indonesia and Australia. During the
year ended icon Industries Limited is India-based Company. The Company operates in four
segments Company Limited, Flair Energy Private Limited and Prosperous Energy Private Limited.
In 2011, it disposed or ceased Triumph Energy Private Limited, Senator Energy Private Limited,
Videocon Power Ventures Limited, Aim Energy Private Limited, Viable Energy Private Limited,
Vital Power

Private Limited, Marvel Energy Private Limited, Instant Energy Private Limited,

Flair Energy

Private Limited and Percept Energy Private Limited. Consumer Electronics and

Home Appliances, Gas, Telecommunications, Crude Oil and Natural and Power December 31,
2011, it acquired or incorporated Liberty Videocon General Insurance.
Videocon is an Indian multinational with interests in consumer electronics, home appliances,
colour picture tube glass and oil & gas. Videocon was founded in 1987 by Nandlal Madhavlal
Dhoot. At that time it used to manufacture TV and washing machine .in 1989-1990, Videocon
started manufacturing home entertainment systems, electric motor &A.C. Videocon entered
refrigerators and coolers segment in 1991 .In 1995, Videocon started manufacturing glass shells for
CRT and 1996 it ventured into kitchen appliances and crude oil segment. In 1998 videocon started
manufacturing compressors & compressor motors. In the year 2000 took over Philips color TV
plant. In 2005, Videocon took over 3 plants of Electrolux India and acquired Thomson CPT. Today
it is has evolved into a giant conglomerate with annual revenues of over of U$4.1 billion.
CTV industry is one of goes to urban areas, so Indian rural area where 74% of the Indian
population inhabits presents an enormous growth the fastest growing industries in India. Since in
India TV penetration is just 24% and of this 24% major share opportunity for the CTV industry,
8

because of technologies. Rising rate of growth of GDP, growth in disposable income, easy
availability of bank loans at cheaper interest rates, a steep downturn in prices of CTVs, and
innovation of new and user friendly
Comparative Study of Videocon vis-a-vis Competitors on Parameters Affecting Buying
Decision and Dealer Satisfaction in as a topic required to be approached in 6 logical steps: First it required to understand the Indian CTV market; secondly it and to find out what factor
affects dealer satisfaction and why; thirdly it required to approach customer and understand
what exactly he/ she wants in the products and companys service on the basis of his/ her
response; fourthly it required to approach the dealers and understand him, his psyche, and his
expectations from the company; fifthly it required the researcher to identify the areas where
improvements are possible on the basis of the dealers and customers responses; and lastly it
required to suggest how improvement can be done in identified areas. required to find out the
factors which can affect customers buying decisions and how they can affect buying decision
From the analysis of responses of the randomly chosen 11 dealers and 10 customers from the
U.P.,east Lucknow region, following major findings came across: Firstly dealers satisfaction, brand recall and awareness, customers satisfaction and feeling of
belongingness are the major factors which contribute directly to the sales of any company;
secondly dealers recommendation plays a vital role in generating sales, it is responsible for
30-40% of dealers total sales; thirdly brad name, price, and quality are the customers 1 st, 2nd,
and 3rd preferences respectively; fourthly a good customer support system can get a lot of
word of mouth to the company; fifthly customers want schemes with no significant change in
price and good schemes can generate 40-50% of total sales of that particular product; and
lastly 69% of respondents either have or want to have one Flat screen TV in future, exchange
offer have a good opportunity.
On the basis of findings following are the conclusions that were drawn firstly sales of any
company depends on many other parameters like customer support system, promotional
activities, pricing, and availability of companys products; secondly dealers recommendation
directly related with dealer satisfaction which can only be there when dealer gets good
margin, there s a good demand of the companys products in the market, dealer is given
proper attention by the company, and dealer need not to incur additional cost at the time of
sale and after the sale; thirdly after sales service of a company depends on many other
parameters like knowledge of technical people to mend the device, efficiency of call centre
and service centre, availability of spare parts and service vehicles; brand awareness and brand
9

visibility has to be good to increase customer queries at the time of purchase and hence sale;
lastly three major areas of improvement are-: after sales service, brand awareness and
visibility, brand perception, and dealer satisfaction.
Thus having identified major areas of improvement, following recommendations were madefirstly to improve brand visibility and awareness deploying hoardings at strategic places, TV
advertisements on popular channels at strategic timings, advertisements in national and
regional dailies and popular FM channels, practising of aggressive public relation exercise,
dealer certificate, and a monthly dealers meeting were recommended.
The report has elaborate descriptions of the issues mentioned above and also some associated
issues. The report looks forward to make some difference in the existing state of affairs and
the researcher sincerely hopes that this work would help its readers in getting an insight into
the topic discussed and develop a thorough understanding about it.

10

OVERVIEW OF THE PROJECT

In todays cutthroat competition each and every company wants the more and more share of the
market pie and it is very necessary for companies to know where they are lacking, what are the
possible areas of improvement, and by what way they can keep customers and dealers happy it is
found out generally by asking customers and dealers what they are lacking in and what possible
improvements can be made in companys present strategy to improve their convenience. Because
it is often easier for consumers and dealers to focus on what they feel they lack rather than on what
they want, researchers usually get more information if they ask consumers and dealers about their
gripes or complaints. So researchers are focusing more on their dissatisfactions with the current
companys strategy (that is, consumers problems) rather than asking about what are their needs
and wants. Similarly in the TV industry existing companies are doing what they can do for
improving convenience of dealers and customers the possibility of improvement lies in the
knowing what the competitors are doing and what else can be done for improving customers and
dealers satisfaction to stay in competition.

11

OBJECTIVE OF THE PROJECT: Keeping in line with the Project topic, the following objectives were chosen for the project: 1. To know brand perception of Videocon among customers and dealers
2. To find out brand penetration of Videocon vis--vis its competitors
3. To know effectiveness of Videocons customer support system vis--vis its competitors
4. To understand the promotional strategy of Videocon and its competitors.
On the basis of the results obtained from the above, recommendation has to be made to made
possible improvement in the Videocon strategy and hence to improve its image in the market.
THE APPROACH USED: A six-step approach was used for the project: 1. To understand the Indian CTV market.
2. To find out the factors which can affect customers buying decisions and how they can
affect buying decision and to find out what factor affects dealer satisfaction and why.
3. Approach customer and understand what exactly he/ she wants in the products and
companys service on the basis of his/ her response.
4. To approach the dealers and understand him, his psyche, and his expectations from the
Company.
5. To identify the areas where improvements are possible on the basis f the dealers and
Customers responses.
6. To suggest how improvement can be done in identified areas.

12

CTV INTRODUCTION
CTV came in India in 1980 during ASIAD GAMES. With the inception of CTVs several players
emerged in the market. These entrants were Western, Salora, Dynora, Crown, Akai, and Upton.
The late 80s saw a massive shakeout and half of the players were out of the market, earlier it was
sellers market, but with the cutthroat competition this turned into Buyers market.
After 1988 only few players were left in the market with fringe presence of other regional players
in the market. In the posts liberalization era of 1991 major players are LG, Samsung, Videocon,
BPL, Onida, Sony, Phillips, and Aiwa.
PRESENT SITUATION: At present Indian CTV market is of the size 6 million units that is quite small in comparison to
other countries like China (30 million units), US (22 millions units).
Here are the facts related to Indian CTV industry

B & W TV population in the country is at 59 million units

Color TV population in the country is at 30 million sets. However this is fast changing
CTV registering double digit growth, while B & W TVs sales witnessing degrowth.

192 million urban and rural households have access to television, but only 42% of these
own a TV set.

TV commands a 72% of average 13 hours spent on traditional media by Indians.

TV sales have grown at a CAGR of 25% over the last five years.

This shows the size of the market still untapped and could generate a great future opportunity for
Consumer durable players now each and every player is trying to increase his share in the market
pie by practicing different strategies in the market.

13

A FICCI SURVEY: In a survey done by FICCI on the consumer durable industry has highlighted buoyant trends in the all
three segments White goods, consumer electronics, and electronic components during the fiscal
2005-06. Emerging opportunities and the strong fundamentals of the economy are expected to pave
the way for a rapid growth for the consumer durable industry.
The survey offers insight into the dynamics of growth in a competitive market environment and
has identified some of the salient features of development as follows:

Rate of growth in production has been more in terms of quantity or volume rather than in
terms of value for a number of products. This has happened as a result of constantly falling
prices over the years due to competition among the major players, aggressive marketing
strategies of the players, and declining import tariffs. Quality products and technology
upgradation has helped the industry to achieve higher growth in terms of volume and also
higher realization in value terms.

The share of unorganized segment has come down to only to 8-10% from earlier 40-50%
due to growth in production in the organized segment and domestic availability of branded
products due top lowering of import duties and other liberal measures. The price difference
between branded and unbranded products has narrowed down, and with branded players
providing good after sales services, and support consumers prefer to buy branded products.

Demand is cyclical and seasonal. It is high during festive season and is generally depends
on good monsoons.

Increasing consumer awareness and preference for new modals have added to the demand.
Products like air conditioner, color TVs are no longer perceived as luxury products but are
treated as a necessity in the changed socio-economic environment with changed lifestyle.

Attractive consumer loan schemes with reduced interest rate over the years by the financial
institutions and commercial banks and the higher purchase schemes have added to the surge
in demand. Besides, the consumer goods companies are themselves coming out with
attractive financing schemes for consumers thorough their extensive dealer network.

14

Some sectors have recorded double digit growth in terms of quantity produced are Color
TVs (18.5%), Air Conditioner (15.2%), Microwave Ovens (26.7%), DVD players (100%).

GROWTH RATE
CTV sales has witnessed a double digit growth in the last fiscal year this particular sector has
a growth of 18.51% in volume terms and 7.77% in value terms

Graph- (1)
76
74
72
70
68
66
64
62
60
2010-11

2011-12

15

Graph- (2)

Sales in crore.

7000
6900
6800
6700
East

6600
6500
6400
6300
6200

2010-11 2011-12

The 14, 20 and 21 TVs are the most widely sold, accounting for about 90% of the market and in
this category FLAT screen TVs is the fastest growing segment. Share of FLAT screen TVs is
expected to increase from current 5% of the CTV sales to 10% by within 2 years. In the market
Korean majors have been growing at a fast pace, giving stiff competition to existing domestic as well
as global players.
The no. of homes with cable and satellite access have grown 290 lakhs homes in 2002 to 400 lakhs
homes in 2005, a 31% annual growth in the last two years
16

Graph (3)

100
80
60
40

East

20
0

2010-11

2011-12

17

RESEARCH METHODOLOGY

OBJECTIVE OF THE PROJECT

No research is undertaken without a clear and predefined objective. For this research the objectives
were as follows: 1.

To know brand perception of Videocon among customers and dealers

2.

To find out brand penetration of Videocon vis--vis its competitors

3.

To know effectiveness of Videocons customer support system vis--vis its competitors

4.

To understand the promotional strategy of Videocon and its competitors

On the basis of the results obtained from the above, recommendation has to be made
possible improvement in the Videocon strategy and hence to improve its image in the market.

RESEARCH DESIGN
Proper structuring of a research is yet another important aspect of a research.Thefollowing
research design was chosen for the research: 1.

Type Of Research Design

The research design used for this research is Exploratory research Design.

2.

Scope of Research
The research was conducted in the Lucknow region.

3.

Information Needed
The information needed can be classified into the following heads: -

a)

Primary: - Dealers expectations from he company about service, margin, promotional

Activities, scheme, pricing; Availability of the brand; Reasons affecting dealers
Recommendations; Customer preferences.
18

Customers perception about brand, Percentage of respondents already having companies

Products, brand recall, attraction for Flat TVs, buying decision maker
b) Secondary: - details about the colour TV market, the details of the competitors activities,
Researches relating colour TV market in India.

4.

Sources of primary data

The primary data was collected through a survey of the dealers and consumers of U.P.east
Lucknow:

5.

Sources of secondary data

The secondary data was collected from research journals, research and informative websites

and
Visits to competitors.
6.

Scaling techniques
Two kinds of scaling techniques were used in the questionnaire: -

(a) Rank Order Scaling: - Consumers were presented with several factors influencing decision
Making while purchasing a colour TV.
Dealers were present with several factors influencing customers decision of buying a colour
TV
(b) Likert scaling: - Respondents were presented with five response categories ranging from
satisfied to dissatisfied and asked to respond according to their experience.
7.

Questionnaire design and pre-testing

Keeping in mind the information required for achieving the objectives of the research, the

questionnaire was developed and was pre-tested on a small sample of 25 respondents chosen on a
convenience basis. The questionnaire was a blend of following types of questions: a.

Questions generating classification and identification information (name, age group,

profession)
b.

Dichotomous and multiple choice questions

c.

Question based on semantic differential scale (5-point scale) and rank order.

d.

Open-ended questions were put in to get the views of the respondents at large.

e.

Codes were assigned to the responses of the classification questions and to the rating question
19

(1=Very High, 2=High, 3=Average, 4=Low, 5= Very low)

8.

Sampling techniques

a)

b)

Sample Unit: - the sample unit for the research comprises of

Dealers of U.P.east lucknow:

Customers from different fields

Sample size: - the sample size for the study was of 100 authorised and unauthorised dealers
and 100 customers from different fields.

c)

Sampling Procedure: - simple random sampling method was used to choose the
respondents

d)

Fieldwork
The fieldwork was carried out for 45 days and the primary locations visited were as follows: -

a.

For dealers: - Hazratganj, Alambagh, Charbagh, Gomtinagar,

vikasnagar,kaiserbagh,phoolbagh, saharaganj

b.

For customers: - khurramnagar, Munshipulliya, Vivek khand, naharriya,patrkaarpuram.

e) Data Analysis and representation

The data collected was analyzed using simple statistical measures and frequency distribution.

The ranks were calculated using the summation method- the smallest the sum, the higher the
rank.

The average ratings of performances were arrived at by taking out the simple average of the

sum of the ratings given to a particular performance parameter.

The representation was done using graphs and charts.

20

FINDINGS
MAJOR FINDINGS: I ( COMPETITIVE STUDY OF VIDEOCON VIS-A-VIS ITS COMPETITORS
ON DIFFERENT PARAMETERS )
A. SALES
According to my survey Videocons sale is 1047, 697 and 300 units less than its three biggest
competitors LG, Samsung, Sony respectively in 21+20 flat TV market and 516 and 137 less than in
20+21 ffst TV market. Sales in 25 market is 30, 30 and 42 less then LG, Samsung and Sony
respectively. Sales in the 29 flat color TV market is 83, 60 and 34 units less then LG, Samsung and
Sony respectively and 54, 48, and 40 less then LG, Samsung and Sony for ffst TV market. The reasons,
which I found for the same are;

21

Graph-(4)

Sales Flat

1600
1400

159
38

1200

116
38

1000

Unit Sales 800

1277

110
50

927

600

76
8
230

530

400
200

22
0
160

10
0
90

0
LG

Samsung

Sony

Videocon

Onida

Name of the Company

20"+21"

25"

Graph-(5)

22

29"

BPL

Sales FFST
1400
1200

109

1000
Unit Sales

103

800
600

55
1129
19
750

400

613

465

200
0

10
270

LG

Samsung

Videocon

Onida

BPL

Name of the Company

20"+21"

29"

Dealer satisfaction:
Inference for this point has been derived from Questionnaire 1; question number 1, 4, 8, and 10
With LG, Samsung and Sony dealers have no need to convince customers to buy the product because
these brands have associated themselves with good quality, good service that means less dealer pain
after selling the product regarding service and quality.
Brand recall:
Brands Like LG, Samsung are providing a very good advertisement support to their brand with catchy
and frequent ads on TV, Internet, Radio, In News Papers, Magazines by which they have made their
place in the consumers mind, which is one of the reason why customers first preference is LG,
Samsung and Sony. Sony has associated itself with superior quality world over, so most of the
customers of premium class and upper middle class ask for Sony only.
Customers satisfaction:
Inference for this point has been derived from Questionnaire 2; question number 3, 5, 9, and 12.
After buying if there is a problem in Television then customer just has to approach once to dealer or
service center and his/her TV would be corrected, this is the philosophy with which LG, Samsung and
Sony are doing their business. So in this kind of environment customer has to take minimum pain that is
why he is satisfied with LG, Samsung and Sony.
23

B. AVAILABILITY OF BRAND:
Availability of Videocons color television in the U.P.east lucknow: is at 79% shops whiles its biggest
competitor LGs products are available at 94% shops and Samsungs products are available at 84%
shops, which mean: Graph-(6)

Availability of The Brand

100
90
80
70
60

Availability in %

50

93

40

82

78

73

69

60

55

30
20
10
0
LG

Samsung Videocon

O nida

Name Of The Company

24

BPL

Sony

O the rs

 No access:
Customers of rest 21% shops have no access to Videocons products and this is because dealers of 21%
shops dont want to keep Videocons product because of the low demand of Videocons products and its
not satisfactory after sales service, there is also a possibility that those dealers have not been approached.
High penetration with low sales:
With 79% penetration Videocon has almost equal penetration what its nearest competitor Samsung (83%
penetration), but generates much lower sales than Samsung.
Main reason, which I found for the same, is, some of the good dealers of Videocon are planning not to
keep Videocon in future and hence not taking much interest in selling Videocon, because with
Videocons products they take lot of pain regarding after sales service, confirmation of prices,
confirmation of schemes.
C. DEALERS RECOMMENDATION:
Dealers recommendation plays a vital role in generating sales, with sheer recommendation dealers can
sell up to 30-40% of their total sales, in the survey it has been observed that;

Graph-(7)

25

Dealer's Recommendation

BPL
4%
Onida
5%

Others
5%

Sony
4%

No
Recomme
ndation
34%

Videocon
18%
Samsung
14%

LG
16%

Note: - different shades in the pie chart show the percentage of most recommended brand by the dealers
34% dealers are not in favor of recommendation for any brand to their customers, so this 34% market
is able to generate major amount of revenue for brands those who has good brand equity and has created
brand awareness and hence good brand recall, resulting in customers choice.
16% of the dealers specially recommending LG brand because of its
- Brand Equity
- Service
- Customers first preference
- Aesthetics
- Schemes
- Pricing
- Quality
- Good Promotional Activities
14% of the dealers are recommending Samsung the most because of its;
- Brand Equity
- Service
- Quality
- Schemes
- Features
26

- Aesthetics
- Good promotional activities
18% of the dealers are recommending Videocon the most, and most of them are small dealers, main
reasons for recommending Videocon as was told by dealers are;
- Margin
- Quality
- Features
- Pricing
- Warranty
Most of them are recommending Videocon just because of the margin it is providing and nothing else.
5% of the dealers recommending Onida at first place and the only reason why they are recommending
Onida is its quality, as it is told by dealers that quality wise Onida is the best among all the brands
available in the market only after Sony.
4% of the dealers are recommending BPL at first place, and the main reason for the same are
- Margin
- Brand awareness
- Quality
4% recommends Sony at first place to their customers they do it because of its;
- Quality
- Service
- Features
- Brand awareness
- Aesthetics
5% recommends other brands like Sansui, T-series, Akai, Sharp, and Thomson at first place.
Main reason for recommending them is the margin they are providing and processing of their products.
Some players like Sansui, and Sharp are doing good on some other parameters like;
- Service
- Quality
- Warranty
- Pricing
- Good promotional activities

27

D. CUSTOMER PREFERENCE:
In my survey about customer preference I included 8 parameters, which are
a)

Price

b)

Quality

c)

Consumer Scheme

d)

Aesthetics

e)

Brand Name

f) After Sales Service

g)

Dealers Recommendation

h)

Finance Facility
Graph-(8)

Features
4.5

4.29

4.28
4.5
4

3.15

3.5
3

Waighted
Average

2.23

2.5

1.56

2
1.5
1
0.5
0
Price

Quality

Consumer
Scheme

Aesthetics

Brand Name

Service

Parameters
Note: - Bars in the Bar graph shows the weighted average of ranks given by all the respondents; lower
the weighted average higher the rank.

28

Following table shows the rank of different parameters on customer preference: Table (1)
Parameter
Brand Name
Price
Quality
Customer Schemes
After sales service
Aesthetics
Dealer recommendation
Finance facility

Rank
1
2
3
4
5
5
6
7

Weighted Average of the ranks given by all the respondents

1.56
2.23
3.15
4.28
4.5
4.29
4.7
4.8

a) Brand Name comes out to be no. 1 preference for customers;

This means that most of the customers go for brands, which have created brand awareness and are
doing effective promotional activities. This also shows how important it is to improve the brand
awareness for making a successful brand.
b) Price emerged as no. 2 preference of the customers;
This is an indicator of how price sensitive Indian customers are and companies with best of pricing
are the best performer in the industry, but price alone is not suffice for making a company market
leader.
c) Quality comes out to be no. 3 on preference.
This means that customers of U.P,.east Lucknow have almost equal thirst for good quality as they
have for reasonable prices. No company can compromise with quality for reducing prices this
indicates.
d) Customer Schemes comes out to be no. 4 on preference list
This means that with the help of good schemes companies can lure more no. of customers to buy
their products.
e) After sales service and Aesthetics both comes out to be no.5 on in the ranking of consumer
preference.
After sales service according to dealers plays a vital role in generating sales because if customers
experience is good with brand regarding after sales service or regarding any thing for that purpose
then this experience of the customer will spread through word of mouth and also generates brand

29

loyalty among the customers. So with slight problem in quality and very good after sales service
companies can generate handsome sales.
Aesthetics also play a vital role because after seeing Brand Name customer goes for most beautiful
look his budget allows.
f) Dealer recommendation comes out to be at no. 6 on customer preference
Dealers recommendation alone can generate 30-40% of the total sales of the dealer. Companies
those who has good relations with dealers can get more recommendation and take away more part of
this 30-40%.
g) Since major portion of Lucknow consist of people of lower middle class and lower class so it is not
possible for them to pay 7000-8000 in a single instalment that is why there is a major need for
finance facility, and if that finance can be made available at reasonable interest rates than this can
boost the sales.

E. BRAND PREFERENCE:
In the survey it was found that 53.8% of customers prefers foreign brands, in comparison only 17% of
the customers prefers Indian brands and rest 30% have no special inclination, this shows that;

Foreign companies like LG, Samsung and Sony are giving much more attention to their customers in

terms of understanding what Indian customer wants in terms of Quality, After Sales Service, Pricing,
Aesthetics, and Extra Offerings.

30

Graph-(9)

Brand Preference
No Inclination
30%

Foreign Brand
53%

Indian Brand
17%

Foreign companies have position themselves into customers mind in such a way that customer
associates superior quality with Sony, good after sales service, with LG and Samsung.
30% customers those who are with no special inclination are mostly the first time buyers and buys
under the influence of dealers recommendation.

31

F. AFTER SALES SERVICE:

After sales service as I found holds a great importance, because
It lessens dealers pain which he has to inflict while dealing with customers who has any complain, if
he can not get customers faulty product corrected with in 1 or 2 call then this inconvenience of the
customer results into the inconvenience of the dealer which results in the diminishing interest of the
dealer in selling the companys products and if he can get the product corrected within 1-2 phone calls
then this reduction in inconvenience works as a motivator to the dealer to sell the companys products
with willingness and can also turn dealers recommendation in the favor of the company.
A poor after sales at times increases the dealers cost to get the faulty product corrected (cost which he
has to incur in form of the phone bill which increases with delay in the service) so this increased cost can
diminish dealers willingness to sell companys products.
With only one call if companys service people are at the customers door then this shows the
commitment of the companys workforce and in turn commitment of the company towards its customers
resulting in a good word of mouth advertising.
Graph-(10)
After Sales Service

3.43

3.5
3
Weighted
Average

2.5
2

3.73

3.79

2.56
1.99

1.5
1
0.5
0
LG

Samsung

Onida

Videocon

Company Name

32

BPL

Following table is showing the rank different companies has been given on after sales service
Table (2)
Company

Rank on After Sales Service

Weighted Average of the ranks given by all the

LG
Samsung
Sony
Videocon
Onida
BPL
Others

1
2
3
4
5
6
7

respondents
1.99
2.56
3.01
3.43
3.73
3.79
4.25

In the survey LG appeared to be the best after sales provider, followed by Samsung, Sony, Videocon,
Onida, BPL at 2nd, 3rd, 4th, 5th, 6th place respectively.
After sales service can increase the loyal customers by a significant no. as it is told by the respondents.
It was found that if by mistake any faulty TV is delivered by company or by distributor and after that if
dealer or retailer asks for replacement then he has to suffer a lot, in some cases faulty TV has not been
replaced for 3 to 9 months this type of activities deteriorates the companys image among the dealers.
In the survey I was told by dealers that Videocons franchisee system in which company hands over all
the responsibility after sales service to distributor is most of the time not works well, because if
distributor has bad relations with retailer then he does not give proper attention to that particular retailer
in terms of after sales service and ultimately this is the customer who has to suffer, which deteriorates
the companys image in customers mind.

33

G. KNOWLEDGE OF TECHNICAL FORCE:

A very crucial factor, which directly affects after sales service is knowledge of technical force because of
following reasons;
Table (3)
Company
LG
Samsung
Sony
Onida
Videocon
BPL
Others

Rank on Knowledge of technical force

1
2
3
4
5
6
7

If companys technical people are unable to detect fault due to which device is not functioning well
then customer has to suffer and in turn it creates a bed impression about company in the customers
mind, this experience of the customer spreads through word of mouth with a cumulative effect.
If one or two visit technical person cannot detect fault in the device, then company has to send them at
the customers door 3rd, 4th, 5th time even, this increase in the no. of visits Increases Companys cost with
negative image in the customers mind about the company that means double loss.
On this parameter according to my survey LG appeared as a company with best knowledgeable
technical force followed by Samsung, Sony, Onida, Videocon and BPL at No. 2 nd, 3rd, 4th, 5th and 6th
place respectively.

H.

SALES FORCE VISIT:

Sales force visit is the thing which holds much of the importance because of following reasons;

34

 Regular sales force visit is the thing, which develops feeling of belongingness among the dealers for
company, in a way that dealer, thinks the company is active in the market and takes more interest in
selling products of that company.
Regular sales people visit also ensures that there is no communication gap between company and
dealers about exactly what schemes company is running and what is the price of a particular model at
particular time, if there is a change, which reduces dealers cost which he has to incurred in the form of
phone bill and also keep the things moving smoothly.

Table (4)
Company
LG
Others
Samsung
Videocon
Sony
Onida
BPL

Rank on Sales Force Visit

1
2
3
3
4
5
6

In terms of sales people visit LG is No. one, its sales people gives the most frequent visit in the

market followed by Others at No. 2; and Samsung and Videocon both at No. 3. At No. 4, 5, and 6;
Others, Sony, Onida and BPL are standing respectively.

Some of the good dealers have told that Videocon is a inactive company (inactive), its sales

people doesnt visit frequently in the market, average frequency is stood at 20 days that cannot be
considered very good.

I.

MARGIN:

Margin is the sole motive of any business. Dealers margin has to be taken care of because of its
importance in generating sales.

35

Margin can be put at the topmost priority of dealers, so company, which provides more margin to

dealers, can easily turn dealers recommendation (which they give to their customers in its favor).
Note-: Dealers recommendation is responsible for 30-40% of any dealers sale

Margin which dealers get on selling a particular companys product is found as a great motivator

in the survey this margin further motivates dealer to sell that companys product more in number.

Videocon was found as No. 1 Company in providing margins to its dealers and that is the sole

reason, which I found responsible for more No. of dealers are recommending Videocon, but most of the
dealers those who are recommending Videocon are small dealers that is why effect of their
recommendation cannot be seen in the sales figures.

Graph- (11)

36

Margin

3.57

3.5
3

2.54

2.81

2.59

2.5
Weighted
Average

1.77

2
1.5
1
0.5
0
LG

Samsung

Onida

Videocon

BPL

Company Name

Videocon was ranked 1st in providing margins to its dealers followed by Samsung, LG, Onida,

BPL standing at 2nd, 3rd, 4th, and 5th position respectively by the dealers of Lucknow.

37

J.

PRICING:

Indian market is a very price sensitive market; here customer wants value for money for each rupee he
spends that means good quality at low price is what customer wants. My observations of U.P.east
lucknow: has revealed following points:

In my survey of U.P.,east Lucknow I observed that most of the areas are not posh areas except
some, residents of those areas are people who want all modern equipments at lowest price
possible, so it holds true for color TVs.

Companies who has low cost high quality products at offer have slight advantage in terms of sale,
that is the reason why Videocon is at no. 4 in terms of sales, leading ahead of its competitor who
has almost same quality at offer, but only pricing cannot make any company the leader in the
U.P.east Lucknow to become leader in the U.P., east Lucknow company has to pay its attention
simultaneously at After Sales Service, Quality, Dealer Satisfaction, Schemes too.

Graph- (12)

38

Pricing
4

3.59

3.5

3.19

2.71

2.5
Weighted
Average

1.93

1.83

2
1.5
1
0.5
0

LG

Samsung

Videocon

BPL

Onida

Company Name

Videocon came out at No. 1 in terms of pricing at offer, followed by LG, Samsung, Onida, and
BPL at 2nd, 3rd, 4th and 5th place

Though other brands like T-Series, Oscer, Bush, Akai, and Sharp are offering very low prices but
They lack on other parameters like After Sales Service, Quality, Brand Equity, and Dealers
Satisfaction and most importantly Brand Reliability.

K.

SCHEMES:
Good schemes works as a magnet for companies to attract customers. Schemes are generally run

by

companies at some special events or during festival season, though I found that schemes during

none
festival season can also generate good amount of sales. In the survey it was observed that:

LG came at No. 1 in running schemes with following schemes.

DVD+T-shirt
Summer Party (scratch card scheme which LG is running at present)
TV + VCD
39

 Holiday package

Samsung came No. 2 in running schemes with its,

Gold Do Flat Lo scheme
This Samsungs scheme has got maximum recall, the reasons are: -: It is currently in the air
-: Amount of advertising this scheme has got is more than any other scheme.

Videocon came out at No. 3 in running schemes with its following schemes: Its SMS offer Buy 1 DVD player for Rs. 5990 and get 10 DVDs +19 VCDs worth Rs. 5990
absolutely free.
This scheme of Videocon has very low recall reasons, which I found for the same are;
The amount of advertising this scheme is getting is not enough
There is very insignificant display material is displayed at shops endorsing this scheme

L.

Onida and BPL came out at no. 4 with no customer scheme.

PROMOTIONAL ACTIVITIES:

Promotion activities are the backbone of any brand building and awareness creation exercise; it increases
the brand recall and puts the brand at top of the mind (TOM) of customers, so in short it increases brand
recall results in increased queries about product which ultimately results in increased sales.
In the survey of U.P.east lucknow: it was told by the dealers that:

Videocon has not been able to create demand among customers for its products, due to which

dealers do not want to keep Videocons products.

Brand recall of Videocon is very low which directly affects customers decision at the time of

purchase, for example a small number of people know that Videocon produces Flat televisions so there is
very less probability that customer who does not know the kind of product (Flat TV) he is purchasing is
also available with Videocon brand will end up purchasing Videocons Flat TV
Following are the promotional activities, which Videocon and its competitors are doing:

40

LG:

Providing aggressive advertisement support to its product range

Giving good extra offerings to customers

Organizing and sponsoring various small and big events

Using after sales service as an extra offer for customers

Giving offers to its dealers

Exercising public relation as an awareness creation tool

Giving lot of attention to POP material display

Have tied up with some good movie theatres to put its televisions at the entrance of movie
theatres

Putting hoardings at strategic places

SAMSUNG:

Providing aggressive advertisement support to its product range

Giving good extra offerings to customers

Giving lot of attention to material display

Putting hoardings at strategic places

Organizing and sponsoring various small and big events

Giving offers to its dealers

ONIDA:

Giving offers to its dealers

Providing advertisement support to its product range

VIDEOCON:

Giving offers to its dealers

Started giving attention to material display

Providing advertisement support to its product range

Giving extra offerings to customers

41

BPL:

Giving offers to its dealers

Providing advertisement support to its product range

MAJOR FINDINGS:II (BRAND PERCEPTION AND BRAND PENETRATION

CUSTOMER PERCEPTION:

It was found regarding customers perception of Videocon brand

Videocon is a company with bad after sales service at offer.
Only 8% of the respondents know that Videocon produces Flat TVs
Only 10% of respondents remember any of Videocons TV commercial its match on to Videocon,
And Bada hai to behter hai, has got maximum recall
Researchers observations:

Videocon is a company, which has low tech; low price products at offer this indirectly means
that Videocons products cannot be trusted.

Videocon is a company, which is offering same modals for years nothing is new and
innovative, which can attract customers.

Videocon uses Chinese components (inferior components) in its products.

Videocon is a company with insignificant or no advertisement support to its product range

B. VALUE FOR MONEY:Following things were observed in the survey about brands giving value for money:
Following graph shows percentage of people believes that which all companies giving value for
money

Only 8.325% of respondents said that Videocon is giving value for money, reason being the
perception what people has about Videocon, its brand equity is somewhere at average or on the

lower
42

side, its after sales service is lower than average.

LG and Samsung are at the top position with 30% of the respondents have given their views in

favour
of each of these brands, reason being the good brand equity these brand have, good customer support
system of these companies has pricing and aesthetics of their modals.

Sony was declared as No. 2 in terms of giving value for money, reasons for the same are the high
prices of Sonys products and most of the respondents were from middle class and lower middle

class.

Onida and BPL with 8.325% of the respondents have casted their vote in favour of each of these

companies standing at No. 3 position along with Videocon

Graph- (13)
Value for money
Sony
15%
LG
30%

Videocon
9%
BPL
8%
Onida
8%

Samsung
30%

43

C. BUYING DECISION MAKER

Following graph shows percentage of people and their age group who takes buying decision in their
families.

53% of the respondents said that person who takes decision about which companys product to buy

is 20-30 years old.

7% of the respondents said that in their family buying decision maker is of the age 30-40 years, so

effectively in 60% of the families person who decides which companys and which model to buy is of
the age below 40 years .

Rest 40% of the respondents told that age of buying decision maker is above 40 years.

44

Graph- (14)
Buying Decision Maker

>40
40%
20-30
53%

30-40
7%

45

Table (5)
Dealers Response

Customers Response

53% of the customers like foreign

53% of the families have buying

brand

decision maker of the age between

17% of the customers like Indian brand

years old

7% of families have buying decision

maker of the age between 30-40 years old

30% of the customers have no special
40% of families have buying maker

inclination

20-30

above 40 years

This indicates that youngsters plays a major role in making or assisting in the same in todays Indian
families and generally would like to go for foreign brands, so there is a need attract these youngsters.
D. PENETRATION
Following graph shows percentage penetration of different companies in U.P., east Lucknow

20% of the respondents have LG in their home

20% of the respondents have Samsung in their home

10% of the respondents have Sony in their home

15% of the respondents have Videocon in their home

10% of the respondents have BPL in their home

5% of the respondents have Onida in their home

20% of the respondents have other brands (Akai, Aiwa, Sansui, Thomson, Nelco, Sharp etcetra) in their home

46

Graph-(14)

Penetration
LG
20%

Others
20%

Sony
10%
Samsung
20%
Videocon
15%

BPL
10%

Onida
5%

Penetration can only be improved when people know about companys product and trusts the quality of
the products that all depends how a company has positioned itself in the customers mind, Videocon has
positioned itself as a low tech; low price product maker so this position need to be improved

47

E. ATTRACTION FOR FLAT TVs

Following graph would give different reasons why people like Flat TVs
Graph- (16)

Attraction

quality
13%

nothing
30%

new tech
13%

picture clarity
25%

shape
19%

31% of the respondents said that there is nothing special in flat TVs

19% of the respondents said that its the aesthetics of the flat screen TVs which attracts the most.

25% of the respondents believe that picture clarity is much better in the flat screen TVs than
Conventional TVs, which attracts the most.

13% of the respondents believe that flat screen is a new technology and they should give a try to it.

12% of the respondents believes that overall quality of flat screen TVs is on the higher side than
Conventional TVs.
So effectively 69% of the respondents want to give a try to flat screen TVs for one reason or

another,
this shows that flat screen technology has a promising future and presents a good opportunity for
exchange offers run by companies.

48

F. BRAND RECALL
When I asked about which all companies produces flat screen TVs then following results came out
based on the responses I got:

80% of the respondents know that LG produces flat screen TVs

75% of the respondents know that Samsung produces flat screen TVs

75% of the respondents know that Sony produces flat screen TVs
Following Graph shows percentage of brand recall for different brands among customers

Graph- (17)
Others
11%

Brand Recall
Sony
7%

LG
24%

Videocon
12%
Samsung
23%

BPL
14%
Onida
9%

49

40% of the respondents know that Videocon produces flat screen TVs

45% of the respondents know that Onida produces flat screen TVs

20% of the respondents know that BPL produces flat screen TVs

25% of the respondents know that other brands (like Sansui, Sharp, Akai, Aiwa, Phillips,

Thomson)
Produces flat screen TVs so there is a great need to educate customers about Videocons product
range to increase sales.

TABLES
(1) SALES
Table (6)
Size

Type

LG

Samsung Sony

Videoco

Onida

BPL

n
20+21

Flat

1277

927

530

230

160

70

25

FFST
Flat+FFS

1129
38

750
38

NIL
50

613
8

465
NIL

270
NIL

Flat

159

116

110

76

22

10

FFST

109

103

NIL

55

19

10

T
29

50

Note: - Data in the following tables represents the rankings given and percentage of respondents
replied in favor of particular point or company.
(2) AVAILABILITY OF BRAND

Table (7)
Company

Availability in percentage

LG

93%

Samsung

82%

Videocon

78%

Onida

69%

BPL

55%

Sony

73%

Others

60%

51

(3) DEALERS RECOMMENDATION

Table (8)
Company

Percentage of respondents recommending the

No Recommendation

brand to their customers

34%

LG

16%

Samsung

14%

Videocon

18%

Onida

5%

BPL

4%

Sony

4%

Others

5%

(4) CUSTOMER PREFERENCE

52

Table (9)
Location

Price

Quality

Customer

Aesthetics

Schemes

Brand

Service

Dealers

Name

Recommen

Hazratganj.

dation
6

Aliganj.

Gomti nagar

Alambagh.

Charbagh.

Jankipuram.

Kaiserbagh.

Pholbagh.

Khurramnager.

Munshipulliya.

Vikasnagar.

Polytechnic.
Indira nagar.

Vivek nagar.

Sahara ganj.

Naharriya.

Patrkaarpuram.

53

Sum of Ranking
Total

27

lucknow 2

48

73

77

21

77

98

Mkt.
Ranking

(5) AFTER SALES SERVICE

Table (10)
Location

LG

Samsung

Onida

Videocon

BPL

Others

Hazratganj.

Aliganj.

Gomti nagar

54

Alambagh.

Charbagh.

Jankipuram.

Kaiserbagh.

Pholbagh.

Khurramnager.

Munshipulliya.

Vikasnagar.

Polytechnic.
Indira nagar.
Vivek nagar.

1
2

2
1

3
4

4
5

3
3

5
6

Sahara ganj.

Naharriya.

Patrkaarpuram.

Sum of Ranking

22

39

65

56

68

95

Total

U.P.east

lucknow: Ranking

55

(6) KNOWLEDGE OF TECHNICAL FORCE

Table (11)
Company

Ranking in U.P.east lucknow:

LG

Samsung

Sony

Onida

Videocon

BPL

Others

56

(7) MARGIN
Table (12)
Location

LG

Samsung

Onida

Videocon

BPL

Hazratganj.

Aliganj.

Gomti nagar

Alambagh.

Charbagh.

Jankipuram.

Kaiserbagh.

Pholbagh.

Khurramnager.

57

Munshipulliya.

Vikasnagar.

Polytechnic.
Indira nagar.
Vivek nagar.

1
2

2
1

4
3

3
4

5
3

Sahara ganj.

Naharriya.

Patrkaarpuram.

50

48

54

27

75

Sum of ranking
Total

U.P.east

lucknow:

Ranking

58

(8) PRICING
Table (13)
Location/Company

LG

Samsung

Onida

Videocon

BPL

Nand Nagri

Hazratganj.

Aliganj.

Gomti nagar

Alambagh.

Charbagh.

Jankipuram.

Kaiserbagh.

Pholbagh.

Khurramnager.

Munshipulliya.

Vikasnagar.

59

Polytechnic.
Indira nagar.

Vivek nagar.

Sahara ganj.

Naharriya.

Patrkaarpuram.

Sum Of Ranking

31

49

61

30

74

Total

U.P.east

lucknow: 2

Ranking

60

(9) VALUE FOR MONEY

Table (14)
Company

Percentage Of Respondent Responded In Favor Of

LG

Company
30%

Samsung

30%

Sony

15%

Onida

8%

Videocon

9%

BPL

8%

(10) PENETRATION
61

Table (15)
Company

Percentage of respondents have companys

LG

TV at their home
23%

Samsung

22%

Sony

10%

Onida

5%

Videocon

10%

BPL

10%

Others

20%

(11) ATTRACTION FOR FLAT TV

Table (16)
62

Reason for attraction towards Flat Percentage of respondents responded

screen TVs

in fovor

No Attraction

31%

Aesthetics

19%

New Technology

13%

Picture Clarity

25%

Quality

12%

(12) BRAND RECALL

Table (17)

63

Company

Percentage of recall

LG

80%

Samsung

75%

Sony

75%

Onida

45%

Videocon

40%

BPL

20%

Others

25%

CONCLUSIONS
Based on my findings following are the conclusions, which I have reached at.
1. RELATION OF SALES WITH OTHER PARAMETERS:
Sales of any company are not the separate thing in itself, it is interlinked with many of the other
parameters like:-

64

Customer support system-:Customer support system give the surety to customer that after purchasing the product if product
Malfunctions then customer will not have to suffer to get it correct.

Promotional activities (like advertisement support, visibility of brand, offerings to both

customers and dealers etc.).
Promotional activities increase the brand awareness, which puts the brand at top of mind of

customer
at the time of purchase, which increase the probability of sales.

Pricing-:Good pricing puts more customers in the range that can afford the product and hence increases

sales.

Availability of companys products (penetration).

If the product is not available at the particular shop there is very less probability that customer

would
Demand for the product unless the company has a very strong brand name in the market.
Dealers recommendation:Dealers recommendation affects customers decision about which companys product he should go
for this is the general feeling among the customer that dealer can guide them well because he knows
about each and every brands quality.
2. RELATION OF DEALERS RECOMMENDATION WITH OTHER PARAMETERS:
Dealers recommendation is the thing, which can affect 30-40% of the total sales and this is directly
Related with dealers satisfaction.
Dealer can be satisfied only when:

There is a good demand of the product in the market

Dealer gets fair amount of margin by selling companys products

Dealers cost of selling companys products (cost which he has to incur while forwarding
customers complain, while confirming about prices/schemes etc.) is minimum

Dealer is given proper attention by company in terms of after sales service, dealer visit, availability
of all the modals when he requires them.

65

3. AFTER SALES SERVICE:

To keep after sales service at par company has to give proper attention to its:

Technical force ability to detect fault.

Availability of spare parts when they are required.

Availability of service vehicle when it is required.

Efficiency of its call center, in a way time taken in forwarding a complain to service center and its
ability to handle heavy traffic.

Efficiency of its service stations.

4. Brand awareness is needed to be improved for increasing customer queries at the time of purchase
and
So to increase sales. This puts a psychological effect on customers mind while taking the decision
Which companys product to buy.
5. Regular sales people visit is very much important in terms to wipe out all the confusion what dealers
Have regarding pricing, offers and any other confusion regarding companys policies.
Regular sales people visit also give an impression to dealers that company is giving them proper
Attention.
6. Videocon has a very low brand visibility in public in terms of hoardings, advertisements, and articles
in

News papers/magazines about Videocon. To create brand awareness and in turn sales brand

visibility need to be improved.

7. It was found that Videocons sales people visit varies according to dealers turnover, it is fair but there
is

A need to maintain a consistency in visits to small dealers too, since small dealers is more in number
And there is not much difference in combined sales of small dealers and combined sales of big

dealers,
so both types of dealers are equally important.

8. There are some cases where a particular dealer is selling more number of units of other brands and less
Number of Videocons units, these types of dealers should not be underestimated and should be given
66

Proper attention.
9. POSSIBLE AREAS OF IMPROVEMENT:
Major areas where improvements are possible in Videocons marketing and sales strategy are as follows:

After sales service

Brand recall

Brand awareness and brand visibility

Designs of modals

Availability of modals, when dealers need them

Peoples perception about Videocon

Dealer satisfaction

9. LG is overall market leader in Delhi market followed by Samsung, Videocon, Onida and BPL at 2 nd,
3rd, 4th and 5th place.
Sony is most trusted brand in terms of quality.

RECOMMENDATIONS
67

On the basis of findings and conclusions drawn from the study following measures are recommended.
A. RECOMMENDATIONS FOR PROMOTIONAL ACTIVITIES:
i. Brand visibility in public can be increased by following methods: By deploying hoardings at strategic places like
Bus stops at crossings of main connecting roads
Flyovers (where generally traffic is more)
On high buildings at crowdie places
At the entrances of main markets
By publishing advertisements in National as well as regional dailies.
By telecasting advertisements on
National TV channels which are popular and have maximum number of viewers, at
strategic timings like 1 pm 4 pm and 8 pm 11 pm channels which can serve the purpose at
these timings are STAR TV, ZEE TV, SONY TV, STAR SPORTS, SET MAX.
Other then that Ads can also be shown on news channels like AAJ TAK, STAR NEWS at
timings like 7AM to 9AM other then aforesaid timings.
Regional TV channels like ALPHA TV PUNJABI, SURYA TV, SUN

TV.

ii. Awareness of Videocon brand need to be improved this can be done in following ways: By giving advertisement on popular FM channels like Radio Mirchi, Radio City at strategic timings
like 7AM - 9AM, 8PM - 11PM. These are the timings when more number of people generally listen to
radio
By taken care of public relation exercise which can affect public awareness at a fraction of the cost of
advertising this includes
Securing editorial space in print and broadcast media to promote/hype about Videocons
products
Presenting news and information about the organization in the most positive light.
Sponsoring efforts to publicize specific products
Identity media:- This is the visual identity that public immediately recognizes, this is
generally carried by companys logo, stationary, brochure, sign, buildings, uniforms, and
dress codes

68

 Public service activities

Speeches in public about company
Events like 3 day long dance party recently organized by LG, Samsung is the co-sponsor
of Asia Cup cricket tournament, can be organized or sponsored
iii. Point of purchase (POP) display of Videocon has some area of improvement as per my analysis.
Whenever sales person visits a dealer he must ensure that whatever Point of purchase display material
he is distributing to dealer is actually displayed in best possible way.
Some offers can also be given to dealers who will display the Videocons Point of purchase, these
offers can be:

A tour to hill station/ pilgrimage with spouse

Some gifts can be offered like

Mobile phone

Personal digital assistant

A gift voucher

A special discount can also be offered

iv. Tie-up with different companies and TV quiz shows Bourn vita Quiz Context, Khul JA Sim Sim
can be done to present companys products as an offer gift and prize.

B. SUGGESTIONS FOR AFTER SALES SERVICE

Videocons after sales service has some area of improvement, as per my analysis following things can be
done.
I. By increasing efficiency of the call centers: - This I believe can be done in following ways: By forwarding customers complains to service station in at most two hours.
All the customer queries should be responded by call center executives with patience.
There should be flexibility to increase the capacity of the call centers in case of heavy traffic
ii. By increasing efficiency of service station: - This can be done in following ways
After getting information about a complain from the call center, service centers technical people
should reach at customers door within 6-8 hours maximum.
All the important spare parts must be made available to service center people all the time, because
unavailability of the spare parts was found as a major reason for delay in Videocons service.

69

 Technical people should be given training about all possible faults that can occur in a color TV,
because

many of the dealers and customers have complained that Videocons technical people are

unable to detect fault.

Number of service vehicles should be increased, because unavailability of vehicle is another reason for
Delay in service.
In franchisee system what Videocon has company should not hand over all the responsibilities of
servicing distributors rather it is needed to take all the responsibility by company itself to maintain
quality of service.
Regular calling to dealers is recommended from companys side to know about complains. This will
also
help company to improve its image in the market. This will give a feeling to dealers that company is
active and it cares about customers problems.
If customer comes at service stations for service he must be given proper attention in terms of listening
all his problems with patience.
He must be given a feeling that he is a customer and it is companys duty to correct his faulty device.
At service station he must be given some means to pass his time in case service takes a long time.
These
means can be: Internet facility
Music system to listen to music
TVs
These are the practices, thats competitors like LG, and Samsung are following and more then that if he
would have a good experience then this experience of his will spread through word of mouth.

C. SUGGESTIONS FOR SALES PEOPLE VISIT

i. Though Videocons sales people visit in the market is more then its some competitors, but this is not
good enough its frequency need to be improved. In my survey average frequency came out once in 20
days.
I believe that this frequency should be improved to once in 7 days per dealer to reduce the possibility
of
70

confusions about
Schemes
Pricing
And most importantly would help sales people to know if there is any problem in service
ii. Sales people visit I believe should not vary to much from big dealers to small dealers, because small
dealers are equally important from sales point of view to big dealers are

D. SUGGESTIONS FOR IMPROVING NO. OF DEALERS RECOMMENDATION

i. Creating Feeling Of Belongingness: Dealer certificate is suggested, which will create a feeling among dealers that they are an integral
part of company, which in fact they are, with the amount of margin Videocon is providing this feeling
would increase the dealers satisfaction, which can get the company more dealer recommendation
Monthly Dealer Meeting is suggested, this meeting can be organized according to off day of a
particular area. In this type of meeting dealers can be asked to put forward their views about brand
equity, brand awareness and they can also be asked to give their advice for making improvements in
areas where company is lagging behind its competitors.
This type of activity would help company to improve its image among dealers and also give them a
feeling that they belongs to the company and ultimately get the company more number of dealers
recommendation.

71

BIBLIOGRAPHY
a)

Marketing Research
By: Naresh K Malhotra
Published by: Pearson Education Asia

b)

Marketing Management
By: Philip Kotler (Pearson publication)

c)

Marketing Research
By: Harper W Boyd, Ralph Westfall, and Stanley F. Stasch
Published by: AITBS publishers and distributors

d)

Principals of advertising: a global perspective

By: Monte Lee, and Carle Johnson
Published By: The Haworth Press

e)

Magazine

f)

Durables Journal

g)

www.ficci.com

h)

www.indiainfoline.com

72

QUESTIONNAIRE FOR DEALERS

Questionnaire: 1
1. What is your average monthly sale?
Brands

Type\Modal

LG

Flat

Samsung

FFST
Flat

Videocon

FFST
Flat

Onida

FFST
Flat

BPL

FFST
Flat

21

25

29

FFST

2. What is the most critical factor on which customer gives more emphasis while
purchasing color TVs(Rank the following factors on a scale of 1 to 5)?

a) Price , b) Quality , c)Consumer scheme , d) Aesthetics, e) Brand Name

f) Other (please specify) _____________________________

73

3.What are the companys essentials related with order?

Brands

Minimum no. of Lead time to place Targeted sales (as

units to be ordered

order

suggested

by

company)
LG
Samsung
Videocon
Onida
BPL

4. Which brand draws your keen interest in selling? Why?

Brand-: __________________________________________
Why -: _________________________________________________________________
_________________________________________________________________
5. What are the different promotional schemes given by different companies now a
day?
Brands
LG
Samsung
Videocon
Onida
BPL

Schemes

6. Are customers more inclined towards Indian brands or foreign brands or no special inclination?
What do you generally observes?

74

Age group

Indian brands

Foreign brands

No inclination

7. What is the credit period generally given by the different companies?

Brand
LG
Samsung
Onida
Videocon
BPL

Credit Period

8. Best after sales service provider?

Brand

Best

backup Best

support

Best behaviour of

knowledgeable

technical force

technical force
LG
Samsung
Onida
Videocon
BPL

9. Who is the best on following parameters?

Brand
LG
Samsung
Onida
Videocon
BPL

Quickest delivery

75

Most competitive pricing

10. Which company provides most incentives to you?

LG

Samsung

Onida

Videocon

BPL

10. Would you like to give any suggestion for the companies?
Brand
LG
Samsung
Onida
Videocon
BPL

Suggestion

11. Personal information-:

Name of the shop_____________________________________________________
Address_____________________________________________________________
Ph number__________________________________________________________
Fax no. _____________________________________________________________

Thank you for taking part in this survey and add value to it. I would like to you to think about
the survey you just participated in.
Please help us asses our own effectiveness on a scale of 5.
5) Very satisfied, 4) Satisfied, 3) Neither satisfied nor dissatisfied, 2) Somewhat
76

dissatisfied, 1) Very dissatisfied.

Rank-: ______________________________
If dissatisfied, why?
a) Calling at inconvenient time
b) Questionnaire was repetitive
c) Poor interview skills
d) Poorly worded questions
e) Questionnaire was difficult to answer
f) Questionnaire was too long
g) Other

reason,

please

specify

______________________________________________________________________________
________________________________________________
12 .How frequently you get the complainants of Videocon products?

13. Does the customer satisfied after the service delivery?

14. Suggestion to improve the service?

15. What are the selling strategies of Videocon products?

16. The best way to influence customer to buy Videocon products will be?

77

78

QUESTIONNAIRE FOR CUSTOMERS

Questionnaire: 2
Name:-_________________________
1. Which brands, which modal and how many color TV you have in your home (Please fill no. of
TVs you have in your home)
Brand
LG

Type
FLAT

Samsung

FFST
FLAT

Onida

FFST
FLAT

Videocon

FFST
FLAT

BPL

FFST
FLAT

Other

FFST
FLAT

14

20

21

25

29

FFST

2. Are you planning to buy a new set, if yes which one and which brand, size, modal and in
approximately how many time?
a) Flat ,

b) FFST

Size-: ___________________________, Modal-: __________________________

Brand-: _______________________, Time frame-: ________________________

3. Why you would like to go for this particular brand, size and modal?
Reason-:_________________________________________________________________
__________________________________________________________________
79

4. What are the features you look for in a colour TV (Rank 1 to 10)?
a) Price ,

b) Quality ,

f) Brand Name ,

c) Design ,

g) after sales service ,

d) Sound ,

e) Picture clarity

h) Extra offerings ,

I) Warranty ,

j) Indian company
5. Are you planning to upgrade your old TV? If yes why?
a).Yes , b) No
Why-: ___________________________________________________________________
___________________________________________________________________

6. What attracts you most in Flat TV?

____________________________________________________________________________________
____________________________________________________________________________________
_______________________________________

Which companies produce Flat TVs? Do you know?

____________________________________________________________________________________
______________________________________________________

7. Do you remember any Flat TV advertisement? If yes which one and why?
____________________________________________________________________________________
____________________________________________________________________________________
_______________________________________

Why-: _____________________________________________________________________
_____________________________________________________________________

80

8. According to you which brands colour TVs are total paisa basool?
LG

Samsung

Onida

Videocon

BPL

9. What can be added on in colour TVs to make it more suitable and comfortable handling/
viewing for you?
____________________________________________________________________________________
____________________________________________________________________________________
_______________________________________

10. Who generally takes buying decision in your family?

Name

____________________________,

Occupation

____________________________

Age

____________________________,

Relation with respondent ____________________________

11. Which companys after sales service you think or experienced is best (rank on 1 to 5 scales)?
Brand

Quickness

Best knowledgeable Behaviour

Technical force

LG
Samsung
Onida
Videocon
81

technical force

of

BPL

12. Personal information;

a) Address

_______________________________________________________
_______________________________________________________

b) Phone No.

_______________________________________________________

c) Occupation

_______________________________________________________

Thank you for taking part in this survey and add value to it. I would like to you to think about the
survey you just participated in.
Please help us asses our own effectiveness on a scale of 5.
5) Very satisfied, 4) Satisfied, 3) neither satisfied nor dissatisfied 2) somewhat
Dissatisfied, 1) Very dissatisfied.
Rank-: ______________________________

If dissatisfied, why?
a) Calling at inconvenient time
b) Questionnaire was repetitive
c) Poor interview skills
d) Poorly worded questions
e) Questionnaire was difficult to answer
f) Questionnaire was too long
g) Other

reason,

please

specify

______________________________________________________________________________

82

______________________________________________________________________________
________________________________

83