SYNOPSIS

Name : A.MANOJ KUMAR

Roll No : 09J21E0026
Specialization : Marketing & Finance
Project Topic : “A Study Of Consumer Durable Market For Samungs Electronics
Ltd”
Project Place : A.C Solutions’ , Thadband , sec-bad .

Index:-

1.INTRODUCTION.
2. LITARATURE REVIEW
3. OBJECTIVES
4. NEED FOR THE STUDY
5. SCOPE
6. LIMITATION OF STUDY
 Consumer Durable Market

Introduction

Before the liberalization of the Indian economy, only a few companies like

Kelvinator,Godrej, Alwyn, and Voltas were the major players in the

consumer durables market,accounting for no less than 90% of the market.

Then, after the liberalization, foreign players like LG, Sony, Samsung,

Whirlpool, Daewoo, and Aiwa came into the picture.

Today, these players control the major share of the consumer durables

market. Consumer durables market is expected to grow at 10-15% in 2010-

2011. It is growing very fast because of rise in living standards, easy access
to consumer finance, and wide range of choice, as many foreign players

were entering in the market with the increase in income levels, easy

availability of finance, increase in consumer awareness, and introduction of

new models, the demand for consumer durables has increased significantly.
Products like washing machines, air conditioners, microwave ovens, color

televisions (C-TV) were no longer considered luxury items. However, there

were still very few players in categories like vacuum cleaners, and

dishwashers Consumer durables sector is characterized by the emergence of

MNCs, exchange offers, discounts, and intense competition. The market

share of MNCs in consumer durables sector is 72%. MNC's major target is

the growing middle class of India. MNCs offer superior technology to the

Consumers whereas the Indian companies compete on the basis of firm

grasp of the local market, their wellacknowledged brands, and hold over

wide distribution network. However, the penetration Level of the consumer

durables is still low in India.

LITARATURE REVIEW

Consumer durable market assesses how this spending is distributed and the
consumer products that affect spending.Durable commodities prices paid by
consumers decreased 5.3 percent in 2002, the largest calendar-year decrease
since 1938 (Wilson, 2003), further it gets reduced more afterwards. On the
other hand people were spending marginally for home appliances in 1999, in
2003 spending on technology goods/home appliances has touched 6.6% out
of total spending of the Indian consumers’(Singhal, 2005, Kotler and others,
2007). The demand of home appliances has been increase much more in
2009-10. Increase in demand is a result of increase in income of the people
and increase in discretionary income too (Arora Renu, 1995, Bhatty I. Z.,
1989, Gupta and Pal, 2001, Sontaki, 1999).
.
Jain and Sharma (2000) studied 584 respondents out of 800 questionnaires
of Delhi in five professional category observed that selected products
represent different product categories in terms of both durability and
frequency of purchase as required. Study shows that the levels of consumer
involvement differ across products. As against non-durables, consumer
perceives durables as more involving products.

SRI – IMRB (2000) evaluated a comparison of the education and income

levels of different clusters, and it indicated that those who give higher
priority to consumer durable market electronic products are more educated
and affluent. The study also revealed that transportation durables preceded
consumer electronic products in the acquisition hierarchy, suggesting a
tactical approach

Venkteshwar and Rao (2000) have focused on tracing and identifying the
elements in consumer durable market decision-making; the research has
studied 200 urban workingwomen belonging to different occupation,
educational and income groups. Study observed television as a major source
of information, for 65.5% consumers. While group forces affects 50%
respondents. Surprisingly 45%-employed women still feel radio as a source
of information. In purchase of consumer durables, 53% would decide for
brand. Price is relatively more important facand husband and wife take
decision jointly.

Demographic Profile of Respondents:

Respondents profile consist of 54 male and female respondents of 77 are up

to 40 years and 23 are of more than that, occupationally they are of 32
service class, 36 business persons and 32 are professionals, more than 70
holds graduation and more qualification, while, 72 of them are living in joint
family and 28 are in nuclear family, more than 50% of them having more
than Rs. 30,000 monthly income and 64% of them having their own house.
 OBJECTIVES

 To find number of brands of consumer durable in HYD.

 To study brand preference of consumer for consumer durable goods..

 To find most important parameter for selection of brand of Colour

television,Refrigerators, Washing machine, DVD, Microwave oven.

 To study profit margin of major brands in consumer durable.

 NEED FOR THE STUDY

The purpose of the present chapter is to analyse the shopers views and
Consumer durable market regarding the marketing of Samsung electronics
limited. For this Purpose an attempt is made to examine the shopers of
Samsung electronics ltd regarding the major aspects like quality, price,
promotion, supply,packaging, demand per month, and problems experienced
by The shopers with respect to them.

Now a days there are so many competitors in the durable market like
LG,VIDIOCAN,SONY,PHILIPS,GODREJ,BPL etc.to overcome these
compition we need to improve product performance and to get the customer
satisfaction towards the Samsung products in the durable market.
To promote the new products and using new technology depending up
on the customer psychology in order to achieve ultimate goals.
 Scope of the studty

This project gives us great exposure to the consumer durable market because

it includes product knowledge and field survey job in which we visited the

consumer durable stores in Hyd.

1. In term of purchasing power parity (PPP), India is the 4th largest

economy in the world and overtake Japan in the near future become the
3rd largest.
2. Indian consumer durable market is expected to reach $500 billion by on

2011
3. India has the youngest population amongst the major countries. There

were lot of people in the different income categories nearly the two third
population is below the age of 35 and nearly 50% is below 25.
4. There were 56 million people in middle class, who were earning

us$4,400-US$21,800 a year. And there were 6 million rich household in

India.
5. The upper-middle and high-income household in urban areas were
expected to grew to 48.2 million in 2010 as against 24.6 million in 2008
 Research Methodology

Research methodology is considered as the nerve of the project. Without a

proper wellorganized research plan, it is impossible to complete the project

and reach to any conclusion. The project was based on the survey plan. The

main objective of survey was to collect appropriate data, which work as a

base for drawing conclusion and getting result.

Therefore, research methodology is the way to systematically solve the

research problem. Research methodology not only talks of the methods but

also logic behind the methods used in the context of a research study and it

explains why a particular method has been used in the preference of the
other methods.

Primary Data:

These data were collect by personal interview with retailers/ dealer. For this

purpose questionnaires were prepared in such that all necessary data would

be collect.

Secondary Data:

Information regarding the project, secondary data was also required. These
data were collect from various past studies and other sources of the
company.

RESEARCH AREA:

In HYDERABAD & SEC-BAD

While visiting the shops:-

1. Calculate the display share of the SAMSUNG product in shops .

2. Collecte the data of actual monthly sale of the SAMSUNG products in
few shop.
3 Find out the problems that the dealer will face while selling the
SAMSUNG product.
4. Find out the customer response for SAMSUNG products by asking the
 owner of the shop.
5. Check whether demo calls attended or not

LIMITATION OF STUDY

1.The period of the project was not sufficient to study all the factors in

deep.

2.Visiting various places for the study consumed a lot of time.

3.We cannot say that what the consumer have revealed will be right for each

and every situation because their perception is influenced by many factors.

4.Many consumer and dealers/retailers showed less interest in providing

information and haven’t cooperate to any one.

 Questionnaire:-

Name of the shop:

Address:

Contact no:

1) Which is consumer durable product you sold from your shop?

□C-TV
□Refrigerator
□Washing Machine
□DVD
□Microwave

2) How many no. of company’s product you sold from your shop?
□ONE___
□TWO____________________________________________□THREE____
_________________________________________
□FOUR______________________________________________
□FIVE_______________________________________________
□SIX________________________________________________
3) Which is major brand of Colour-Television you sold from your shop?
□SAMSUNG
□LG
□ Videocon
□ Onida
□ Sansui

4) What is the important parameter for more sales of Colour-Television

brand?
□Price
□ Quality
□ Services
□ Advertisement
□ Schemes

5) Which is major brand of Refrigerator you sold from your shop?

□ Godrej
□ Whirlpool
□ LG
□ SAMSUNG
□ Videocon

6) What is the important parameter for more sales of Refrigerator brand?

□ Price
□ Quality
□ Services
□ Advertisement
□Schemes

7) Which is major brand of Washing Machine you sold from your shop?
□ IFB
□ Whirlpool
□ LG
□ SAMSUNG
□ Videocon
□ Godrej

8) What is the important parameter for more sales of Washing Machine

brand?
□ Price
□ Quality
□ Services
□ Advertisement
□ Schemes

9) Which is major brand of DVD you sold from your shop?

□SAMSUNG
□ LG
□ Videocon
□ Onida
□ Sansui
□ Philips
□SONY
10) What is the important parameter for more sales of DVD brand?
□ Price
□ Quality
□ Services
□ Advertisement
□ Schemes

11) Which is major brand of Microwave you sold from your shop?
□SAMSUNG
□ LG
□ Videocon
□ Godrej
□ Philips
□ Bajaj
□SONY

12) What is the important parameter for more sales of Microwave brand?
□Price
□ Quality
□ Services
□ Advertisement
□ Schemes

13) Which company’s product you give high profit margin?

□SAMSUNG
□LG
□VIDEOCON
□SONY
□WHIRLPOOL
□GODREJ
□PHILIPS

14) What are your suggestions for SAMSUNG to increase the sales?
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