INTRODUCTION

LG Electronics, Inc. is a global leader and technology innovator in consumer

electronics, mobile communications and home appliances, employing 83,000 people working in
128 locations around the world. With 2014 global sales of USD 55.91 billion (KRW 59.04
trillion), LG comprises four business units

Home Entertainment
Mobile Communications
Home Appliance & Air Solution
Vehicle Components

LG is one of the worlds leading producers of flat panel TVs, mobile devices, air conditioners,
washing machines and refrigerators. LG Electronics is a 2014 ENERGY STAR Partner of the
Year.
The LG Electronics Home Appliance & Air Solution Company is a global leader
in home appliances, air conditioning and air quality systems. The company is creating total
solutions for the home with its industry leading core technologies. LG is committed to making
life better for consumers around the world by providing thoughtfully designed products,
including refrigerators, washing machines, dishwashers, cooking appliances, vacuum cleaners,
built-in appliances, air conditioners, air purifiers and dehumidifiers. Collectively, these products
deliver enhanced convenience, superb performance, great savings and compelling health
benefits.
LG fridge models have the most innovative designs with all the latest features, to suit your taste.

Side by Side Refrigerators

Multi Door Refrigerators
Double Door Refrigerators
Single Door Refrigerators

METHODOLOGY

Sample size-35 respondents

Sampling Method- random sampling

Method of Data Collection

Primary-Telephonic interview
Secondary-websites

Side by Side Refrigerators

LG side-by-side refrigerators turn your kitchen space into a showcase, with innovative features
that include:Wonder Door-52 Litres: The revolutionary Wonder Door from LG makes a grand
style statement, and makes your life easy by providing easy access to your favourite food, drinks
and snacks. It not only prevents cooling loss caused by the constant closing and opening of the
main doors, but also saves energy and gives you more storage space. Delight yourself with this
wonder.
Health Guard: This 4-Step Air Purifying System on certain side-by-side refrigerators preserves
the freshness and nutritional value of your stored food items. It sterilises the interior and
eliminates up to 99.99%* of bacteria.
Exterior LED Display.
Inverter Linear Compressor with 10 Year Warranty: At the heart of the our side-by-side
refrigerators is a quiet and efficient compressor. It keeps noise to a minimum and helps the
environment by using less energy. And it comes with a 10 year warranty.
Express Freezing: Start the Express Freezer with a mere touch of a button. This intelligent
section knows exactly when to stop. Just feed in the time and it will turn off automatically when
the fixed time.
Price Range : 80000-290000

Multi Door Refrigerators

Relish the technological advances with multi door fridges from LG. Smart feature in the
machine include environment conscious alarms that alert the user when the door is left open.
Flexibility to switch off sections that are not in use thus saving more energy.Spacious
compartments all separately made to accommodate the largest pint of cold drink and the smallest
packet of condiment and everything in between. A unique section just below the refrigerated
section, which can be used as a refrigerator as well as freezer whenever require.

Price Range: 45000-50000

Double Door Refrigerators

LG double door refrigerators to choose from, with a variety of different features,
including:Multi-Air Flow Cooling Technology: This cooling system ensures even temperature
throughout the refrigerator by circulating air through multiple vents.
LED Lighting: LED lighting on double-door refrigerators not only helps save energy, its more
durable than a conventional lamps. Also LEDs are extremely suitable for devices with on-off
function, and they emit less heat, keeping temperatures cooler.Reversible Door: With a reversible
door on your double-door refrigerator, you can configure your space any way you need it.Water
Dispenser: Enjoy the convenience of fresh water without opening the refrigerator. This also helps
minimize the loss of cool air
Price Range : 60000- 80000

Single Door Refrigerators

Boasting a host of state-of-the-art features and designs that are as sophisticated as they are
functional, household and kitchen appliances have never been so exciting. LG single-door
refrigerators feature innovations like:Express Ice: Get ice 40% faster with the touch of a button
in the specially designed ice trays on your single-door fridge.Eco Mode: Save on electricity
when you are out of town, on vacation, or during winter time by activating the Eco Mode on
your single-door fridge.Flexible Bottle Rack: A foldable rack provides optimum storage space
for more bottles. Its perfect for hot summer days when you need to store more water, juice and
cold drinks in the single-door refrigerator.
Cell Fresh Crisper: A special latticed-type fruit/vegetable box cover controls moisture so that
fruits and vegetables stay fresh. The grid patterned crisper cover condenses extra humidity and
evaporates moisture, allowing fruits and vegetables to stay fresher longer.

Price Range : 10000-25000

Competitors

Samsung Refrigerator
Whirlpool Refrigerator
Godrej Refrigerator
Kelvinator Refrigerator

FEATURES
These are some features considered by consumers before purchasing a product
INTANGIBLE FEATURES

TANGIBLE FEATURES

a)Temperature adjustment.

a) Quality.

b) Power consumption.

b) Price.

c) Customer services.

c) Color.

d) Installation.

d) Branding.

e) Freezing.

e) Design.

f) Capacity.

f) Size.

g) Space.

g) Safety.

h) Maintenance.

HYPOTHESIS TESTING

For Product, Price, Place and Promotion

H0:=75
H1:>75
Product:
H0=product does not have a positive influence on consumers
H1=product has a strong positive influence on consumers
Price:
H0=price does not have a positive influence on consumers
H1=price has a strong positive influence on consumers
Place:
H0=place does not have a positive influence on consumers
H1=place has a strong positive influence on consumers
Promotion:
H0=promotion does not have a positive influence on consumers
H1=promotion has a strong positive influence on consumers

INTERPRETATION

Mean%

SD%

Z Value

Price

85.14286

14.34252389

4.183779

Product

86.85714286

17.01635

4.122377279

Place

85.71429

15.77394295

4.018435

Promotion

83.04762

16.18663401

2.941338

Product

The Zs Product value is greater than 1.96

Reject H0
Accept H1
Thus Product has a strong positive influence on consumers

Price

The Zs Product value is greater than 1.96

Reject H0
Accept H1
Thus Price has a strong positive influence on consumers

Place

The Zs Product value is greater than 1.96

Reject H0
Accept H1
Thus Place has a strong positive influence on consumers

Promotion

The Zs Product value is greater than 1.96

Reject H0
Accept H1
Thus Promotion has a strong positive influence on consumers

NET PROMOTER SCORE

No Of Promoters -30
Neutral -4
No Of Detractors -1
Total - 35
Promoter-detractor/Total =.8285

Nps = 82.85

FINDINGS
Factors consumers consider while buying
Capacity: they choose their refrigerator based on size and food habit.
Features
Brand Value
Technology
Quality
Price, Place,Product and Promotion have a positive influence on the consumers

SUGESTION
Make new innovations from time to time
Advertisements more focused on homemakers
Extended after sales services
Heavy internet promotions
Competitive Prices
Extend the products reach in the market

CONCLUSION
LG refrigerator is doing good in market
It has been seen that product has a strong positive influence on consumers
Must maintain and do innovations in Product whenever required