COMPARATIVE MARKET ANALYSIS OF

SAMSUNG ELECTRONICS VIS- A- VIS ITS

COMPETITORS

0


TABLE OF CONTENTS
Acknowledgement
3
1. Abstract .................. 5
2. Introduction ..6
a. Overview of the onsumer durable sector..!"#
b. om$an% $rofile..&"1'
c. (a%ing the foundation to become a world class com$an%11"12
d. om$arative anal%sis 13"15
e. onsumer $erce$tion..16
). Ob*ective of +esearch.1!"1#
a. +esearch ,ethodolog%..........1&
b. -ources of data collection2'
5. Anal%sis of .ealers /uestionnaire on 01.21"2!
6. Anal%sis of .ealers /uestionnaire on A2#"33
!. 2indings from the onsumer /uestionnaire3)")1
#. Anal%sis of sales .ata of -amsung..)2")6
&. 2indings of the +e$ort.............)!")#
1'. +eferences 5'
11. 3ro$osed /uestionnaire..51"62
12. onclusion.63

1
Acknowledgement
2
3
ABSTRACT
4
ABSTRACT
All human actions have one of these seven causes: chance, nature,
compulsion, habit, reason, passion and desire. As a human being the ma*or
cause to take over this $ro*ect was reason. 0he reason is to accom$lish m% task4 aim4
and motive of enhancing m% knowledge and to know more about the consumer
durable industr%. onsumer durables have become inse$arable in this era of
moderni5ation and thus influence even the common men6s life. 0his is one of the
fastest growing industries with a growth of about #7 ever% %ear. Invention and the
launch of new technolog% is the most im$ortant tool of this industr%. 0o maintain the
8ualit% of $roducts $rovided to the customers the com$anies dealing in the consumer
durable $roducts has to undergo e9tensive stud% and research work. 0his $ro*ect work
is a small attem$t to understand the dealer4 retailer as well as the consumer behavior
in regards to the colour television : Air conditioners and to find out the $osition of
-amsung among its com$etitors.
0his -I3 $ro*ect is being conducted on onsumer durables i.e. 01 : Air conditioner
for ;-amsung India <lectronics $rivate limited=4 I am focusing on Comparative Market
and consumer behavior stud o! consumer durab"es o! Samsun# vis$%$vis its
competitors i&e& Son' L(' )ideocon' *aier' B"uestar' in CT) + A&C se#ment& 2or
this the -urve% was conducted with a set of 8uestionnaire containing the 8uestions
which hel$ed in obtaining the desired information from the dealers : retailers. In the
ne9t segment of stud% the consumers has be targeted with a set of 8uestionnaire for
the desired information. I surve% about 1'' .ealers and +etailers in Asansol and
.urga$ur region. 0he information was obtained through 8uestionnaire as well as b%
the interview method. 0he co$% of 8uestionnaire is being attached with this re$ort. 0he
method of $ersonnel interview was also ado$ted for those who were unwilling to give
an% information in writing. At $resent around 5' of such interviews have been
conducted kee$ing in mind the re8uirements of the surve% being conducted.
5
INTRODUCTION
6
,NTRO-.CT,ON
A com$arative marketing stud% of -amsung <lectronics vis">"vis com$etitor6s ;(.?4
@aier4 1ideocon4 Aluestar4 -on% = in the area of Asansol and .urga$ur region.
BAll $rogress is born of in8uir%. .oubt is often better than overconfidence4 for it leads
to in8uir% and in8uir% leads to investigationC +esearch inculcates scientific and
inductive thinking and it $romotes the develo$ment of logical habits of thinking and
organi5ation.
+esearch is a common $arlance refers to a search of knowledge. 0he advanced
learner6s .ictionar% of current <nglish la%s down the meaning of research as a careful
investigation or in8uir% es$eciall% through search for new facts in an% branch of
Dnowledge.
/hat is comparative Marketin# stud0
In com$arative marketing research we take our com$etitor6s $roducts and make
com$arison through consumer with our own $roducts.
/h Comparative Marketin# stud0
om$arative marketing stud%Eresearch com$rise one of the most im$ortant and
fascinating task of marketing. It $rovides information for marketing decision making4
an% $roblem that are identified and investigated further b% using $roblem solving
techni8ues with the ob*ective of arriving at solution. 0he most im$ortant innovation in
the new a$$roach is to stud% simultaneousl% different organi5ational forms of business
interest re$resentation. The aim o! the stud is to point out the best 1in this
respect2 amon# the a"ternatives that are bein# studied& The !ina" aim perhaps is
not on" to !ind the best' but a"so to improve it or simi"ar ob3ects "ater on&
7
Overvie4 o! the Consumer -urab"e Market
0he consumer durable market in India has seen a $roliferation of brands and $roduct
categories in recent %ears.
,ost ma*or international brands from Fa$an4 Dorea4 G-4 <uro$e and hina have been
launched in India with var%ing degrees of success. One of the largest barriers to entr%
for an% brand in India is the distribution network.
0he cost of servicing the network is huge for an% brand. 0he consumer is aware of the
cost"benefit4 or value for ,one% as$ect. 2inancing o$tions are crucial in case of high"
$riced $roducts. 0he% increase the affordabilit% for a wider segment of $o$ulation. (ike
in an% countr%4 the consumer durable industr% in India is largel% dominated b% colour
televisions ;01=4 which account for 567 of the consumer durables industr%.



8
Compan 5ro!i"e
2ounded in 1&3#4 -amsung or$oration is one of Dorea6s most enduring and
res$ected cor$orations4 having stood behind the advancement of the national
econom% for more than three 8uarters of a centur%. At the origin of -amsung ?rou$4
-amsung or$oration was the trading arm of the grou$4 e$itomi5ing its vibranc% and
d%namism in the area of global trade. Its designation in 1&!5 as Dorea6s first"ever
?eneral 0rading om$an% marked a new cha$ter for its overseas o$eration4 which
since then grew into a sco$e trul% worth% of a global trader. -amsung or$oration6s
entre$reneurshi$ and achievement on the world scene have been a ma*or ins$iration
for Dorea6s trading communit%.
In a continuing bid to e9$and its business area be%ond the confines of international
trade4 in 1&&64 -amsung or$oration merged with -amsung onstruction4 and in
1&&!4 launched into the retail business. urrentl%4 -amsung or$oration is engaged in
two ma*or business areasH trading4 construction. 0he organi5ation consists of two
business grou$s4 with the retail business head8uarter under the trading grou$4 and
with the housing develo$ment head8uarter under the construction grou$.
The Tradin# (roup4 currentl% o$erating from its !1 overseas offices4 e9$orts
semiconductors4 machiner%4 $lants4 iron : steel4 chemical $roducts and te9tileI and
im$orts energ%4 chemical $roducts and machiner% : e8ui$ment. In addition to trading4
the ?rou$ carries out a variet% of other $ro*ects including overseas investment4 $ro*ect
organi5ing services and energ% : natural resource develo$ment $ro*ects.
The Construction (roup' a $rovider of construction and engineering services4 is also
a $lant builder and housing develo$er. 0o date4 the grou$ has to its credit ,ala%sia6s
9
3etronas building4 the world6s highest edifice4 )52m high4 boasting &2 stories
abovegroundI Jew Ausan 3ortI Incheon Int6l Air$ortI Glchin Juclear 3ower 3lantI and
+aemian and 0ra$alace4 the a$artment com$le9es. 2rom energ% resources to
housing4 each of these $ro*ects is a $owerful testimon% to the grou$6s technological
e9cellence. (ast %ear4 the grou$ entered into a contract to build the world6s highest
building4 Aur* .ubai.
Jotabl%4 +aemian4 one of -amsung6s signature a$artment com$le9es is a
remarkable trium$h4 hailed as new standard"setting lu9ur% housing. 0he success of
+aemian4 to$$ing the Jational ustomer -atisfaction Inde9 ;J-I= in the a$artment
categor% for eight consecutive %ears4 has driven u$ our overall market share in
housing develo$ment to the to$ of the scale as well.

0he +etail Ausiness is buo%ant and thriving with -amsung 3la5a4 a multi"
feature sho$$ing center4 and -amsung Internet -ho$$ing ,all4 familiarl% referred to as
B-amsung ,allC as its two main $latforms.
10
Lain# the !oundation to become a /or"d C"ass Compan
Kear 2'1'
6anuar
.evelo$ed the first"ever s$eech recognition $hone
.evelo$ed innovative #"chi$ stacking ,3 technolog%
3osted more than L25 billion in net $rofit
Aecame the world6s to$ three com$anies with the most $atents4 launched $atent"
based management
Februar
+eleased digital slim 01 with the narrowest bod% de$th
+eleased the first notebook 3 with embedded terrestrial .,A receiver
-amsung Alueblack $hone4 -?@".5''4 was selected as M0he Aest @andsetM at
3?-, global conference in cannes4 2rance
2irst commerciali5ation of terrestrial .,A $hone in Dorea
.evelo$ed ..+3 .+A,
.evelo$ed the first wrinkle"free steam washer
March
.evelo$ed the first @-.3A terminal for commerciali5ation and ultra"high s$eed
@-.3A s%stem
ash $a%ment to more than 154''' -,<s
.evelo$ed #2M 020"(.
.evelo$ed ! mega$i9el camera $hone
Apri"
Aecame the official s$onsor of helsea4 the renowned <nglish soccer club
11
Ma
.evelo$ed the world6s first O(<. for )'M 01
Ma
om$leted and announced standard dimension for # th and &th generation (.
3anels
+eleased the first @. class 3.3 01 with 1''''H1 contrast ratio
Aegan mass $roduction of !' nano $rocessed ) ?A JAJ. flash memor%
6une
Accumulated $roduction volume of large (.s sur$assed 1'' million units
Aegan u$grading digital audio business to the world6s to$ level
(aunched a new brand cam$aign with the theme of MImagineM
+eleased the first 5 mega$i9el4 39 o$tical 5oom camera $hone
Aegan mass $roduction of &' nano $rocessed 1 ?A ..+2 .+A,
6u"
+eleased the worldNs first # mega $i9el camera $hone
Au#ust
+eleased the worldNs biggest .(3 01
September
.evelo$ed the worldNs first 5'nm 16?b JAJ. 2lash
+eleased the worldNs first Alue"+a% @ome A1 enter
October
Alue"black $hone ;-?@"6''= selected as the M,obile hoiceNs 3hone of
the KearM
.evelo$ed the worldNs first !'nm .+A,
.evelo$ed the worldNs fastest s$eed gra$hic .+A,;?..+)=
November
12
.evelo$ed the largest 2le9ible (. 3anel
-ecember
@andset shi$ments reached over 1'' million
Comparative Ana"sis
A com$arative Anal%sis of -amsung <lectronics vis">"vis com$etitor6s ;(?4 @aier4
1ideocon4 -on%= in Asansol and .urga$ur region.
/hat is comparative Ana"sis0
In com$arative Anal%sis we take our com$etitor6s $roducts and make com$arison
through consumer with our own $roducts. Oh% om$arative Anal%sisP om$arative
Anal%sis com$rises one of the most im$ortant tasks of marketing. It $rovides
information for marketing decisions. 3roblems are identified and investigated further
b% using $roblem solving techni8ues with the ob*ective of arriving at solution. 0he
most im$ortant innovation in the new a$$roach is to stud% simultaneousl% different
organi5ational forms of business interest re$resentation. 0he aim of the stud% is to
$oint out the best among the 1ariables that are being studied.
0he stud% will also include the surve% which will be targeting about 1'' dealers and
+etailers in the area of Asansol and .urga$ur region. 0he main em$hasis in the
surve% will be given on the sales of -amsung in com$arison to its com$etitors in 01
: A segment4 the consumer $erce$tion about the brand will also be taken into
consideration while conducting this surve%.
0he anal%sis of the bu%ing behavior in res$ect to A: 01 will be another im$ortant
com$onent of m% stud%. Au%ing behavior of the consumer is a stud% of how individuals
make decisions to s$end their available resources ;time4 mone% : effort= on
consum$tion related items ;what the% bu%4 wh% the% bu%4 where the% bu%4 how often
the% bu% and use a $roduct or service=. 0he heterogeneit% among $eo$le across the
world makes understanding consumer bu%ing behavior an intricate and challenging
task. 0he consumers6 identit%4 his beliefs4 s$ecific needs4 attitudes and the kind of
$roduct and brand available in that $roduct categor% influence his bu%ing behavior.
0he marketing efforts of a firm have a $rofound im$act on the bu%ing decisions of
13
customers. 0herefore the attem$t of m% surve% will be to obtain an in" de$th
knowledge of the customers bu%ing behavior.
0he effect of e9ternal variables on $urchasing $attern of customer will also be
considered here the e9ternal variables refer to all those factors which will be affecting
the consumer $urchasing decisions4 these can be $rice of the goods and on its
attitude to res$ond to functional needs. 0he critical variable under this a$$roach is the
availabilit% of ade8uate information about $urchase alternatives ;$rice4 $roduct
functionalities= to su$$ort the decisional $rocess.
0he e9ternal conditioning a$$roach4 according to which the $urchase decision is a
res$onse to e9ternal stimuli. 0he critical variable under this a$$roach is which kind
of e9ternal stimuli can influence $urchase decision.
0he e9$erience and the social interaction " based a$$roach4 according to which
the $resent consumer decision aims at the construction of $ersonal identit%.
Another com$onent of m% stud% will be the anal%sis of the brand ;-amsung= on four
36s i.e.
3roduct
3ricing
3romotion
3lacement.
0hese are the four factors which hel$ an organi5ation to understand the market and
hel$ in taking future decisions relating to the launch : the strengthening of the market
for the brand.
Bene!it to compan7
1. .is$la% -hare 0rackingH .is$la% share tracking will hel$ us to find out this
information which will be used to revealed $otential demand of each $roduct.
Oith the hel$ of dis$la% tracking we will find out the highest selling $roduct and
lowest selling $roduct in the market. It will hel$ in taking decision during the
line e9$ansion and line $runing.
2. onsumer $erce$tionH 0his is done with the aim of ca$turing the true words
and emotions of consumer4 and in turn using this information to im$rove or
14
develo$ed $roducts or to determine $eo$le attitude toward the $roducts. It will
hel$ com$an% to get feedback from consumer.
I. It will $revent the undervaluation of com$etitor and we can find the strength and
Oeakness of our $roduct.
II. 0his will hel$ us to sta% ahead in com$etition
III. It will encourage value creating investment.
I1. It will hel$ in ma9imi5ing the consistenc% of value creation
1. ,easuring $erformance
1I. It will hel$ us for market share anal%sis.
-o I can sa% this stud% is more suitable for -amsung to com$ete and survive in
local market of Asansol and .urga$ur region.


15
Consumer perception
As it is well known $roverb of marketing that Bonsumer is the kingC it is mandator% for
an% researcher to know the o$inion of the consumer regarding the $roducts on which
he is going to conduct the stud%. 0his research work will include a consumer
8uestionnaire on the consumer goods which has been taken as the $art of the stud%
the 8uestionnaire mainl% aims at
Awareness of the consumer about the brand
@is decisions whether de$endent or inde$endent
3urchase $attern
Arand lo%alt% level
urrent consumer durables in home
Ohat is the im$ression of consumer about -amsung
0his 8uestionnaire will mainl% hel$ out in reaching at the actual consumer $erce$tion
of the consumers about the brand. 0his is done with the aim of ca$turing the true
words and emotions of consumer4 and in turn using this information to im$rove or
develo$ed $roducts or to determine $eo$le attitude toward the $roducts.
2.1 It will hel$ com$an% to get feedback from consumer.
2.2 It will $revent the undervaluation of com$etitor and we can find the strength and
Oeakness of our $roducts
2.3 0his will hel$ us to sta% ahead in com$etition.
2.) It will encourage value creating investment.
2.5 It will hel$ in ma9imi5ing the consistenc% of value creation.
2.6. ,easuring $erformance
16
2.! It will hel$ us for market share anal%sis.
-o I can inter$ret4 this stud% is more suitable for -amsung to com$ete and survive in
local market of Asansol and .urga$ur region.

OBJECTIVE
17
OB6ECT,)E
0he ma*or ob*ective of the stud% is to anal%5e the $osition of -amsung 1is">"1is its
com$etitors and to identif% weak areas and $rovide recommendations for the sales.
0he consumer durable market has grown considerabl% in last few %ears in India. Oith
the growth4 the level of com$etition has grown as well. (iterall% ever% da% com$anies
come u$ with new attractive offers to grab the better share of the market. 0he
challenge is not onl% to get the new customer but also to continue with the e9isting
customers. 0he ob*ective of doing the $ro*ect is toH
"Identif% the .ealer and onsumer $erce$tion about the -amsung $roducts with
res$ect to its com$etitors in 01 : A segment.
" 0o suggest some differentiating strategies to sta% ahead in com$etition in 01: A
segment.
" 0o identif% the factor affecting the four 3s i.e.
3roduct
3ricing
3romotion
3lacement.
Example:
/hat are the parameters on 4hich consumer makes his purchase decision0
5arameters Rank
O 3rice .
O 3ackaging .
O 3roduct 2eatures ..
O Arand Jame .
O 3roduct /ualit% .
18
O 3roduct .esign .
SCO5E OF ST.-87
1. Im$act of consumer durables ;being taken in to the stud%= on the
consumers4 retailers4 dealers.
2. om$arison of -amsung with other com$etitors.
MET*O-S OF COLLECT,N( -ATA AN- T*E,R SO.RCES7
Secondary Data:
0he secondar% data for the $ro*ect is collected from websites. 0he other data was
collected from the offer document and informal discussion with com$an% members.
+eferences are also taken from search engines.
Primary Data:
0he $rimar% data is collected b% interviewing the concerned $ersons.
-ea"ers 9uestionnaire' Consumer 9uestionnaire is $re$ared to collect the data
and this data will be anal%5ed for stud%ing the $osition of -amsung in com$arison to
that of its com$etitors i.e. -on% .(.?.4 @aier4 1ideocon.
19
Research Methodo"o#
B+esearch is the s%stematic design4 collection4 anal%sis and re$orting of data and
findings relevant to a s$ecific situation or $roblemC. 0he ob*ective of this section is to
describe the research $rocedure and methods that have been ado$ted for the
achievement of the $ro*ect ob*ectives.
a& Research -esi#nH <9$lorator% research stud%
A research design is the arrangement of conditions for collection and anal%sis of data
in a manner that aims to combine relevance to the research $ur$ose with econom% in
$rocedure. ,% research is com$arative in nature.
b& Method o! -ata co""ection7
In order to stud% the consumer $erce$tion regarding the uses of -amsung 3roducts
with res$ect to other com$anies in handigarh both $rimar% and secondar% data will
be collected.
0he stud% $ro$osed to collect 3rimar% data through 8uestionnaire using
surve% method. -o as to give a $recise4 accurate4 realistic and relevant data.
0he secondar data as it has alwa%s been im$ortant for the com$letion of
an% re$ort $rovides a reliable4 suitable4 e8uate and s$ecific knowledge. 0he
data will collect from various maga5ines4 fact sheets news$a$ers and
websites $ublished b% the com$an%.
c& Samp"in# Techni:ue7 0he stud% $ro$osed to use convenience sam$ling.
d& Samp"e Area7 In order to make a com$arative anal%sis stud% the consumer
$erce$tion as well as dealer : retailers $erce$tion of -amsung $roducts with res$ect
to its com$etitor4 the data for the stud% has been collected through a surve% of
.ealersE+etailers of Asansol and .urga$ur region.
20
Sources o! -ata
0he nature of the data that has been used in the $ro*ect under stud% is both $rimar%
and secondar% in nature.
Primary data
/uestionnaire4 $ersonal meetings4 interview method with the concerned $ersons will
be used to collect the $rimar% data.
Secondary data
Offer documents4 fact sheets4 news $a$ers4 maga5ines $ublished from time to time
and Internet4 om$an% sources.


21
ANALYSIS OF THE DEALERS
QUESTIONNAIRE FOR CTV!
22
ANAL8S,S OF T*E -EALERS 9.EST,ONNA,RE
FOR 1CT)2
2or this $ur$ose I conducted a surve% with the sam$le si5e of 1''. 0his sam$le
includes the dealers and the retailers in the area of handigarh and
surroundings. 0he 8uestionnaire was $re$ared to obtain the desired information
and the method of $ersonnel interview was also ado$ted for those dealers who
were not interested in filling the 8uestionnaire and the data got is then anal%5ed
and following are the results for the same.
0he starting of m% 8uestionnaire with the 8uestion
; 7 /hich o! the !o""o4in# brands o! CT)' ou are dea"in# in0
0his 8uestion mainl% gives the idea that how man% dealers and the retailers are
dealing in single and multi$le brands 2ig 1.' shows that out of 1'' dealers and
retailers who were $art of surve% in handigarh and surroundings where 3# were
dealing in the single brand onl% and the others were dealing in multi$le brands.

2ig 1.'
singleArand
multi$le Arand
-ea"ers Ratio
-ingle brand 3#7
,ulti$le brand 627
23
<& *o4 man mode"s do ou disp"a !or each brand0
,ainl% the 154 214 2&4 (. : 3(A-,A were considered for the brands -amsung4
-on%4 (?4 @aier4 1ideocon and the ma*or dealers and the retailers were interested
in kee$ing the brand most sold. 0he fig 1.2 shows that out of the total surve% the
$ro$ortion.

2ig 1.1
0his 8uestion also bought u$ an idea that lower end markets have more $ro$ortion
of 154 21 inch dis$la% as com$ared to that of high end market.
=& /hich are the t4o hi#hest se""in# mode"s o! each compan in CT) + their
prices0
0he models that were sold more in com$arison to others for the same brand in the
01 segment are as follows.

The hi#hest se""in# Mode"s
Samsung 21inch Plano- z30 , Z43
LG 21inch Flatron -21FD 2RG- T, 21F!"RG-#
$ai%r 21inch Platron- 21F2#, 21F&D
'i(%ocon 21inch !hall%ng%r-
Son) 21inch *'$+213 +"0, *'F# 21+ "3
24
>& To 4hat e?tents' !o""o4in# brands o! CT) are pre!erred b customers0
0his 8uestion was mainl% asked to have an overview of how the customer
res$onds to a $articular brand and the results are shown in the fig 1.2

2ig 1.2
Average demand for the brand has been also estimated with the findings of the
same 8uestion.
2ig 1.3
25
@& /hat is the price band !or 4hich the customer "ooks !or 4hi"e makin#
purchase decision0
Oith this 8uestion the ma*or ob*ective of m% surve% was accom$lished it reveals what
the consumer need in the $articular segment as shown in the table below.
S%gm%nt ,ran( Pric% rang%
1- inch 'i(%ocon -000
21inch Samsung.LG &000
2&inch Son).Samsung 1-000
L!D Samsung 40000
PL#S+# Samsung.LG --000
A& /hat is the e?pected percenta#e o! customers 4ho are 4i""in# to pa0
Oith the surve% and then the anal%sis of the data concludes that in the high end
markets like of -ector 224 2)4 3)4 1!4 the ratio of $remium an low end customers was
6'H )' as shown in 2ig1.)
2ig 1.)
26
Ohile in the lower end markets like Jachan4 ,uchi$ara4 Dulti : handa the
$ro$ortion of 3remium and low end customer is of the ratio 2'H#'.
As shown in the fig 1.5.
2ig 1.5
B& /hat is the annua" estimated sa"e o! CT)0
After taking out the average of the low"end and $remium markets the results obtained
are that the average annual sales of the $remium end market that comprises of 43
dealers and retailers was as under
Brand Name Annua" avera#e estimated sa"es
Samsun# A;C< pieces p&a
Son @ABApieces p&a
L&( ABDEpieces p&a
)ideocon <@EDpieces p&a
*aier ;D=<pices p&a
E& At 4hich visit' customer #enera"" !ina"iFe hisGher decision !or buin# a CT)0
27

0his mainl% gives an overview of how customers make their $urchase decision when
the% enter in to show room. 0he results of this anal%sis are shown in the fig 1.6
2ig 1.6
C& /hen customers most" visit sho4room !or buin# CT)0

/uestion # : & mainl% hel$ in $redicting that which offer attracts the customer the
most and the results obtained after the anal%sis work are shown in the fig 1.#
2ig 1.#
;D& /hat is the most acceptab"e siFe in CT) no4 das0
28
0he 8uestion mainl% em$hasi5ed on bringing out the most acce$table si5e of
01 in each segment and thus the results obtained are shown as under.
Se#ment SiFe
01 21
(. 31
3(A-,A )2
;;& Be"o4 are di!!erent modes o! promotion& 5"ease rank !o""o4in# modes !rom ;
to B' on the basis o! their in!"uence on customer&
(Rank1=high, Rank 7 = low)
0he ma*or modes of $romotion that influenced the customers was audio visual mode
that com$rises of 5&7 $rint media occu$%ing 2)7 and other modes influenced them
1!7 this is shown in fig 1.&
2ig 1.&
0he other two 8uestionnaires were generall% ignored b% the retailers as the% tried
to be lo%al to the brands in which the% were dealing.
29
ANALYSIS OF THE DEALER
QUESTIONNAIRE
FOR AC!
30
ANAL8S,S OF T*E -EALERS 9.EST,ONNA,RE
FOR 1AC2
2or this $ur$ose I conducted a surve% with the sam$le si5e of 1''. 0his sam$le
includes the dealers and the retailers in the area of handigarh and
surroundings. 0he 8uestionnaire was $re$ared to obtain the desired information
and the method of $ersonnel interview was also ado$ted for those dealers who
were not interested in filling the 8uestionnaire and the data got is then anal%5ed
and following are the results for the same.
0he 8uestionnaire with the 8uestion
;& /hich o! the !o""o4in# brands o! AC' ou are dea"in# in0
0his 8uestion brought the fact that how man% dealers and retailers are dealing single
and multi$le brands of air conditioners this shown in the figH ;&;D

2ig 1.1'
31
<& *o4 man mode"s do ou disp"a !or each brand0
In this 8uestion mainl% the 1.' ton4 1.5 ton and 2 ton ca$acit% of both window s$lit air
conditioner categor% were considered and the models dis$la%ed at each counter on an
average are as underH
a$acit%
-amsung
wEs
(?
wEs
Aluestar
wEs
1ideocon
wEs
@aier
wEs
1 0on 2E1 2E1 2E1 1E1 1E'
1.5 0on 3E2 3E1 2E2 1E1 1E1
2.' 0on 1E1 1E1 1E' 1E' .5E'
=& /hich are the t4o hi#hest se""in# mode"s o! each compan in AC + their
prices0
<ach brand has its uni8ue image for its $roduct thus the highest selling models for
each brand also var% according to the 8ualit% features as well as demand for the
$roducts the highest selling model for the each brand are as follows

Brand Mode"
-amsung 1#/A
(? O1#?2
1ideocon -A16'#
Aluestar OA,1#1KA
@aier @O12.Q
32
B"#nd N#me
>& To 4hat e?tents' !o""o4in# brands o! AC are pre!erred b customers0
0he ma*or brands $referred b% the customers according to the o$tions given are as
follows

2ig 2.1
@& /hat is the price band !or 4hich the customer "ooks !or 4hi"e makin#
purchase decision0
0his 8uestion mainl% brought out the conclusion of which $rice brand generall% the
customer looks for when he makes his $urchase decision this is e9$lained as under.
Se#ment 5rice Band
1.' 0on 115''
1.5 0on 1#'''
2.' 0on 2)5''

33
A& /hat is the e?pected percenta#e o! customers 4ho are 4i""in# to pa0
3remium4 or has the (ow"end customers the anal%sis of the data reveals that the
$ro$ortion of $remium customers is around !#7 as com$ared to that of low"end
customers that com$rise of onl% 227 .


2ig 2.2
B& /hat is the annua" estimated sa"e o! AC0
After taking out the average of the low"end and $remium markets the results obtained
are that the average annual sales of the $remium end market that comprises of 5
dealers and retailers was as under this anal%sis work constitute the limited sam$le
si5e and thus ma% no $redict the correct figures. 0he word season means the month
of ,arch4 A$ril4 ,a%4 Fune.
Brand Name Annua" avera#e estimated sa"es
-amsung 2)''' $ieces $er season
(? 2!'''$ieces $er season
Aluestar 252''$ieces $er season.
1ideocon 15'''$ieces $er season.
@aier !#''$ieces $er season.
34
E& 5"ease rank each o! the !o""o4in# !eatures !rom ; to @ on the basis o! their
importance to customers
0his 8uestion after being anal%5ed brought out the conclusion that out of the total
sam$le si5e $eo$le who gave their 1
st
$reference to brand name were around )27
and who went for 2eatures were 227 and $eo$le who gave their 1
st
3reference to
$rice were 2#7 dealers communication : .esign constituted res$ectivel% for 27 :
67. 0his can easil% be understood b% the fig 2.3.

2ig 2.3
C& At 4hich visit' customer #enera"" !ina"iFe hisGher decision !or buin# AC0
0his mainl% gives an overview of how customers make their $urchase decision when
the% enter in to show room. 0he results of this anal%sis are shown in the fig 2.)
35

2ig 2.)
fig 2.)
;D& /hen customers most" visit sho4room !or buin# AC0

/uestion & : 1' mainl% hel$ in $redicting that which 3romotional 0echni8ues attracts
customer the most and the results obtained after the anal%sis work are shown in the
fig 2.5

2ig 2.5
;;& Be"o4 are di!!erent modes o! promotion& 5"ease rank !o""o4in# modes !rom ;
to B' on the basis o! their in!"uence on customer&
0he ma*or modes of $romotion that influence the customer were audiovisual 6)74
3rint media 2#74 0radeshows #7.
36

2ig 2.6
;<& /hich Brand ou Recommend and 4h0
As this was the last 8uestion the im$ortance of this 8uestion was much more as
$eo$le tried to ignore it but the information obtained from the anal%sis of this 8uestion
are shown in the fig 2.!

2ig 2.!
37
FINDIN$S FRO% THE
CONSU%ER
QUESTIONNAIRE
38
F,N-,N(S FROM T*E CONS.MER
9.EST,ONNA,RE
2or this $ur$ose I conducted a surve% with the sam$le si5e of 1''. 0his sam$le
includes Ausinessman4 ?overnment em$lo%ees4 3rivate <m$lo%ees and
@ousewives.
;2 0he first 8uestion is H/hich o! the !o""o4in# Brands dea" in consumer
durab"es0 I And as shown in the fig 1.14 the res$onse was 1''7
$ositive.

Fi# ;&;
39
<2 -econd 8uestion is H*o4 do ou make our purchase decisions0I
2ig 1.2 inter$rets the result that #)7 of the consumer makes their $urchase
decisions with the hel$ of one or the other aided media. Aut at the same time
around 167 go for unaided $urchase decisions.

2ig 1.2
=2 H/hich purchase pattern is !o""o4ed at our p"ace0
0his 8uestion tells about how man% $eo$le reall% take the hel$ of there near
and dear ones while making the $urchase decision and also hel$s the
marketers to target the a$$ro$riate segment. 0he result shows that !#7 of the
consumers take the hel$ of their famil% and around 227 of the consumers go
for the individual decision while making the $urchase decision. As shown in fig
1.3
2ig 1.3
>2 On 4hich o! the !o""o4in# parameters ou make our purchase decision0
1Rank them accordin# to our pre!erence2

a2 5rice b2 product c2 9ua"it
d2 Brand name e2 5acka#in# !2 Features
40
It tells about how man% $eo$le out of the 1'' consumers give more $reference
to the above mentioned o$tions. 0he result shows that )67 of the consumers
give their 1
st
$reference to $rice4 67 to $roduct4 227 to 8ualit%4 2)7 to brand
name4 '7 to $ackaging4 27 to 2eatures the gra$hical re$resentation in fig 1.)4
1.54 1.64 1.!4 1.#4 1.&. <9$lains it more clearl%
. 5arameters !or purchase decision
Ratin# 5rice 5roduct 9ua"it Brand name 5acka#in# !eatures
1 )6 6 22 2) ' 2
2 22 1' 1) )) 1 &
3 1# 16 3# 1' 2 16
) 1' # 2' 1) 1 )!
5 ' 5# ) 6 6 26
6 ) 2 2 2 &' '
2ig 1.)
2ig 1.5
41
2ig 1.6

2ig
1.!

42
2ig 1.#

2ig 1.&
@2 /hich Brands o! consumer durab"es ou have been usin# be!ore0
A2 /hich consumer durab"es ou posses at our home present"0
B2 -o ou !ee" "ike shi!tin# to some other brand or ou are !u"" satis!ied 4ith the
present one0
0hese three 8uestions mainl% bring out the $icture how the consumers follow
the trends in the industr% these 8uestions mainl% em$hasi5e on the consumer
"oa"t "eve"& Out of around 1'' consumers )27 continued with the same
brand4 367 shifted to some other brand and around 227 were $lanning to shift
to some other brand. fig shows the same in more a$$ro$riate manner. 0he
overall anal%sis shows that onl% )2 7 of the consumers are brand lo%al while
5#7 of the consumers have the tendenc% of shifting to some other brand.
Consumer "oa"t "eve"
43
2ig 1.1'

E2. 5"ease rate the !o""o4in# brands o! CT) on the sca"e o! ; to @0
0his 8uestion is for those consumers who are well aware of the e9isting 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 o$inion
for /ualit%4 features4 .esign4 -creen resolution and efficienc%. 0he results
obtained for the 8ualit% rating for 01 for -on%4 -amsung4 (?4 @aier4 and
1ideocon. Are shown in the fig 2.' where 327 of the consumers have rated 5
-on% on the contrar% -amsung emerged as the leader in this segment with
)#7 of the consumers rating it on the scale of 5.
44
2ig 2.'
C2 5"ease rate the !o""o4in# brand o! A! on the sca"e o! ; to @0
"here # mean poor service and 5 mean excellent service

0his 8uestion also tested the knowledge of consumers who are well aware of
the e9isting brands of A 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 o$inion for /ualit%4 features4 .esign4 ooling effect and efficienc%.
0he results obtained for the 8ualit% rating for A -egment for Aluestar4
-amsung4 (?4 @aier4 and 1ideocon. Are shown in the fig 2.1 where )27 of the
consumers have rated 5 (? on the contrar% -amsung emerged as the leader in
this segment with )67 of the consumers rating it ma9imum on the scale of 5.
2ollowed b% the other brands.
45

2ig 2.1
;D2 *o4 !ar ou are a4are about Samsun# 5roducts+ 4hat is its impression in
our mind0
As shown in fig 2.24 in handigarh and -urroundings -amsung en*o%s an awareness
of over &57 and a $ositive o$inion of around #'7 in the area toda%.
2ig 2.2
46
ANALYSIS OF SALES DATA
47
ANAL8S,S OF SALES -ATA
0he sales date collected from the sources has been used to $redict the future
-amsung India $rivate limited b% using the (east -8uares ,ethod
E?p"anation o! the Method
0his method is widel% used in 3ractice. It is a mathematical method and with its hel$
trend line is fitted to the .ata in such a manner that the following two conditions are
satisfied
;1= R;K"Kc=S'
I.e. the sum of actual deviations of the actual values of K and the com$uted values
K is Tero
;2= R ;K"Kc=2 is least
I.e. the sum of the s8uares of the deviations of the actual and com$uted values is
least from this line and hence the name method of least s8uares. 0he line obtained
b% this method is known Bas the line of best fit B
0he method of least s8uares ma% be used either to fit a straight line trend or a
$arabolic trend.
0he straight line trend is re$resented b% the e8uation
8cJ aKbL
OhereH
8D S is used to designate the trend 1alues to distinguish them from the actual
1alues of 8.
a is the % interce$t or the com$uted trend figure of the 8 variable when L J D
b re$resents the slo$e of the trend line or amount of change in 8 variable that is
associated with a change of one unit in L variable. 0he L variable in the time series
anal%sis re$resents time.

48
Least S:uares trend Method
Fittin# o! strai#ht "ine trend b the method o! "east s:uares

Kear -ales .eviation 2rom2''1 QK Q2
;K= ;Q= '.5
1&&! 13'&)!2) ").5 "5#&2625# 2'.25
1&&# 1663&!)& "3.5 "5#23&122 12.25
1&&& 22#1'2&3 "2.5 "5!'25!33 6.25
2''' 2!23'&3& "1.5 ")'#)6)'& 2.25
2''1 2))1&5#& "'.5 "122'&!&5 '.25
2''2 3'51#256 '.5 1525&12# '.25
2''3 )2321#52 1.5 63)#2!!# 2.25
2'') 5'&1116) 2.5 12!2!!&1' 6.25
2''5 61#)#&)5 3.5 216)!13'# 12.25
2''6 63)!&#33 ).5 2#565&2)& 2'.25
%S 3532!53)) Q S ' QKS )#'&'3'5! Q2 S #2.5
0he e8uation of the straight line trend is
a SRKE J
S 35 32!53))E1'
S 3532!53).)
bS RQKE RQ2
S )#'&'3'5!E#2.5
S5#2&12!.&6
KS 3532!53).) U 5#2&12!.&6 Q
2or 2''! Q will be 5.5
H 3532!53).) U 5#2&12!.&6 ;5.5=
S 3532!53).) U 32'6'2'3.!&
S 6!3#!!3#.1& L
0hus the estimated earnings for the %ear 2''! are L6!3#!!3#.1&
49
CORRELAT,ON ANAL8S,S
Ana"sis o! the Brands 5opu"arit on the basis o! their Ranks
orrelation anal%sis is a statistical techni8ue used to measure the magnitude of linear
relationshi$ between two variables orrelation anal%sis cannot be used in isolation to
describe the relationshi$ between the variables. It can be used along with regression
anal%sis to determine the nature of the relationshi$ between two variables.
0he two fre8uentl% used correlation coefficients areH
0he 3earson $roduct moment correlation coefficient
harles -$earman6s rank correlation
Ana"sis b the Char"es SpearmanIs rank corre"ation Method
Arand
Jame
-ales in
3ieces
/ualit% .esign 2eatures
After sales
-ervices
3rice
-amsung
2
nd
61&2
2 3 ) 5 1
(?
3
rd
56!6
1 ) 3 5 2
-on% 1
st
6!'# 2 3 5 ) 1
1ideocon
)
th
25#'
1 ) ) 5 2
@aier 5
th
1'32 1 3 3 ) 2
E?p"anation7
It is the techni8ue of determining the degree of correlation between two variables
incase of ordinal data where ranks are given to the different values of the 1ariables.
0he main ob*ective of this coefficient is to determine the e9tent to which the two set of
ranking are similar or dissimilar. 0his coefficient is determined as under.
50
The Char"es SpearmanIs rank corre"ation Formu"a7
r S1"V 6Rd 2W <8ue ).2
So"ution7 9ua"it measure
Arand Jame +anks /ualit% d d2
-amsung 2 2 ' '
(? 3 1 2 )
-on% 1 2 "1 1
1ideocon ) 1 3 &
@aier 5 1 ) 16
nS5 Rd2 3'

-ubstituting the values in <8u. ).2
S 693'
S " '.5Answer
0his indicates that there is a Jegative correlation between /ualit% and -ales ranking
i.e. when the 8ualit% of the $roduct im$roves the -ales ranking volume for the brands
2all down.
-esi#n measures
Arand Jame +anks .esign d
d2
-amsung 2 3 "1 1
(? 3 ) "1 1
-on% 1 3 "2 )
1ideocon ) ) ' '
@aier 5 3 2 )
nS5 Rd2 1'
51
5(25-4)
1-
s i
n;n2"1=
-ubstituting the values in the <8u ).2
S 691'
S "'.5' Answer
0his indicates that there is a 3ositive correlation between .esign and -ales ranking
i.e. when the design of the $roduct im$roves the -ales ranking for the brands also
increases.
5rice measures
Arand Jame +anks 3rice d d2
-amsung 2 1 1 1
(? 3 2 1 1
-on% 1 1 ' '
1ideocon ) 2 2 )
@aier 5 2 3 &
nS5 Rd2 S15
-ubstituting the values in the <8ue ).2
S 6915
S '.25 Answer
0his indicates that there is a 3ositive correlation between 3rice and -ales ranking i.e.
when the 3rice raises the -ales ranking for the brands also rises for the $roduct
52
5x24
1-
1-
5x24
Features measure
Arand Jame +anks
2eatures
d d2
-amsung 2 ) "2 )
(? 3 3 ' '
-on% 1 5 ") 16
1ideocon ) ) ' '
@aier 5 3 2 )
nS5 Rd2 S2)
-ubstituting the values in the <8u ).2
S 692)
S "'.2' Answer
0his indicates that there is a negative correlation between 2eatures and -ales ranking
i.e. when the 2eatures of the $roduct im$rove the -ales ranking for the brands fall
down.
A!ter Sa"es Service measure
Arand Jame +anks
After sales
service
d
d2
-amsung 2 5 "3 &
(? 3 5 "2 )
-on% 1 ) "3 &
1ideocon ) 5 "1 1
@aier 5 ) 1 1
nS5 Rd2 S2)


53
1-
5x24
-ubstituting the values in the <8u ).2
S 692)
S "'.2' Answer
0his indicates that there is a negative correlation between after sales services and
-ales ranking i.e. when the 2eatures of the $roduct im$rove the rank for the brands
fall down.
0hus it can be concluded from the above observation that onl% the $rice and the
.esign affect the ranks of the given brands in the $ositive manner and rest three
variables have the negative effect on the ranks of the brands which has been
considered on their sales basis.


54
1-
5x24
FINDIN$S
55
F,N-,N(S

3rimar% data collected through 8uestionnaire4 3ersonnel Interviews regarding the
-amsung and its com$etitors i.e. -on%4 (.?4 1ideocon4 @aier4 bluestar And the
Anal%sis of the data using +esearch ,ethodolog% +eflects the following.

1. onsumer .urables $la% a ma*or role in the life of each individual.
2. 0he dealers are the inse$arable $illar between the com$an% and the ultimate
consumer.
3. +etailers can sell an% thing to the consumers if rewarded with a$$ro$riate
incentives.
). .ealers are ha$$% kee$ing the single brand.
5. +etailer like kee$ing variet% brand so as no let the consumer leave the counter
until he affect sales.
6. 0he retailers of remote areas of Asansol and .urga$ur " ,uchi$ara4 Aurn$ur4
handa : -teel 0ownshi$ have different $erce$tion about .ifferent segments
of 01: A..
!. +etailers like to stock the most sellable models of the com$an% rather than the
dis$la% models being $romoted b% the com$an%.
#. 0he dealers in Asansol 0own4 Aenachit% and it% enter are geeting high
$rofile $eo$le.
&. 0he markets of handa4 Aara4 Da*ora are the low end markets.
1'. 0he $ercentage of $remium end customers in Asansol and .urga$ur is around
&'7 as com$ared to of 3'7 in the surrounding area of Asansol and .urga$ur
like Jachan4 Aara4 ,uchi$ara4 handa etc.
11. (ow end markets of handa and ,uchi$ara have ver% less market for 1.5 : 2
ton Air conditioners.
12. 0he retailers at Aenachit% in .urga$ur are in a better $osition to tackle
consumers as com$are to that of other remote areas.
56
13. .ealer disclosed the fact that a$$ro9 #5 $ercent customer come with 3rior
knowledge of $roduct $rice4 features4 discount offer4 e9change offer onl% 15
$ercent are unknown customer.
1). In 01 segment 3# $ercent dealer recommend the -amsung brand4 32 $ercent
dealer recommend (?4 1# $ercent recommend 1ideocon and 12 $ercent
recommend the @aier.
15. A segmentH In A segment (? got the highest recommendation 32 $ercent4
-amsung got 31 $ercent4 @aier got 1! $ercent and 1ideocon got the 2' $ercent
recommendation.
16. 0he anal%sis of the sales data reflects that the sale of -amsung is increasing
%ear after %ear in com$arison to its com$etitors.
1!. 0he ranking of the brands have the $ositive relation with design4 $rice and
others have the negative correlation.
57
L,M,TAT,ONS OF T*E ST.-8
0he .ata collected from the .ealer might not be ver% accurate to obtain the
desired information.
0he sam$le si5e taken is small to make a universal statement.
0he final conclusion can be also affected b% some of the e9traneous variables.
0hough the stud% re$resents the $osition of -amsung in Asansol and .urga$ur
region. .ue to small sam$le si5e4 the finding ma% not be a true re$resentative
and it cannot be generali5ed.
Aiasness of the res$ondent.
(ack of sufficient information
(ack of the instruments to find out the reasonable outcome difficult% in
gathering the reasonable data.
It6s all about the future $redictions and future is unsuitable.
58
S.((EST,ON
0he om$anies should more concentrate on +:. rather than
wasting their mone% in various -ales $romotional techni8ues.
,ost of the $eo$le feel that advertisement is not u$ to the mark i.e. it
does not $rovide clear $icture about the 3roduct Aeing $romoted
and its schemes. -o $ro$er measure should be taken to make the
advertisement more informative and creative.
-amsung India <lectronics should also target the lower <nd markets
where their sale is ver% low due to the e9istence of the local $la%ers.
-amsung should make the market strateg% kee$ing in mind both the
lower"end as well as the $remium markets.
-amsung should also concentrate on the $roduct categor% ga$ between the branded
and the local $la%ers to win the com$etition in the long run.
59
CONCLUSION

60
CONCL.S,ON
2rom the stud% we can conclude that consumer durables $la% a ma*or role in the
da% to da% life of human beings. onsumer durables are has taken $lace as a
necessit% now a da%6s one finds it hard to survive without them.
0he comfort alone should not be considered as the basis of measurement of the
$erformance of onsumer .urable industr%4 it should also include the Jecessit%
3art. -amsung India electronics one of the leading onsumer .urable $rovider
should also concentrate on the research and develo$ment in the countr% itself so
as to fulfill the demands of the local residents in the desired manner.
S.((EST,ON
0he om$anies should more concentrate on +:. rather than
wasting their mone% in various -ales $romotional techni8ues.
,ost of the $eo$le feel that advertisement is not u$ to the mark i.e. it
does not $rovide clear $icture about the 3roduct Aeing $romoted
and its schemes. -o $ro$er measure should be taken to make the
advertisement more informative and creative.
-amsung India <lectronics should also target the lower end markets
where their sale is ver% low due to the e9istence of the local $la%ers.
-amsung should make the market strateg% kee$ing in mind both the
lower"end as well as the $remium markets.
-amsung should also concentrate on the $roduct categor% ga$ between
the branded and the local $la%ers to win the com$etition in the long run.

61
REFERENCES
62
REFERENCES
,arketing ,anagementH b% 3hili$ Dotler.
.+ Dothari B+esearch ,ethodolog%C ,ethods And 0echni8ues.
@airE AushE Ortinau ;2''&=. B,arketing +esearchC.
Jaresh D. ,alhotra ;2''&=4 B,arketing +esearch" An A$$lied OrientedC.
I2AI Fournal of ,arketing ,anagement4 0he I2AI Gniversit% 3ress4 1ol.14
Jo.14 2ebruar% 2'1'.
I2AI Fournal of ,arketing +esearch4 the I2AI Gniversit% 3ress4 Jo. 24
2ebruar% 2'1'.
www.-amsung.com
www.son%.com
www.haier.com
www.lgindia.com
www.videocon.com
www.bluestar.com
htt$HEEedweb.sdsu.eduEtritonE-.Aiarrit5E+ubric.html
www.winebusiness4com
htt$HEEwww.researchandmarkets.comEre$ortsE53&#)E
www.marketing$ower.com
63
Questionnaire on CTV
9;& /hich o! the !o""o4in# brands o! CT)' ou are dea"in# in0 1Please $ic%2
a= (? b= -amsung
c= 1ideocon d= -on%
f= @aier g= An% Other ;3lease -$ecif%= XXXXXXXX
9<& *o4 man mode"s do ou disp"a !or each brand0

15
-amsung (? @aier -on% 1ideocon
21
2&
(.
3(A-,A
9=& /hich are the t4o hi#hest se""in# mode"s o! each compan in CT) + their
prices0
-amsung "
(? "
@aier "
1ideocon "
An% other "
9>& To 4hat e?tents' !o""o4in# brands o! CT) are pre!erred b customers0
;,ark the a$$ro$riate $reference level b% ticking against res$ective brand=
Brands )er *i#h *i#h Lo4 )er Lo4 Ni"
(?
-amsung
@aier
1ideocon
-on%
9@& /hat is the price band !or 4hich the customer "ooks !or 4hi"e makin#
purchase decision0
Se#ment Brand 5rice
64
15
21
2&
(. ...
3lasma MMMM MMMM
9A& /hat is the e?pected percenta#e o! customers 4ho are 4i""in# to pa0
3remium . (ow"end ..
9B& /hat is the annua" estimated sa"e o! CT)0
Brand Amount
o -amsung ..
o (.? ..
o 1ideocon ..
o -on% ..
o @aier ..
9E& At 4hich visit' customer #enera"" !ina"iFe hisGher decision !or buin# a
CT)0
a) At 2ist 1isit c= At 0hird 1isit
b= At -econd 1isit d= An% Other ;3lease -$ecif%= XXXXX
9C& -oes customer come 4ith prior kno4"ed#eGin!ormation about particu"ars
brands o! CT)0
a= Kes b= Jo
,! es' 4hat tpes o! in!ormationGkno4"ed#e' the have0
a= About .iscount Offer.
b= About <9change Offer.
c= About Jew 2eatures.
d= An% Other ;3lease -$ecif%= XXXXXXXXXXXXXXXXXXXXXXXXXXX
65
9;D& /hen customers most" visit sho4room !or buin# CT)0
a= .uring <9change Offer c= .uring discount Offer
b= .uring ?ift O$tion Offer d= An% Other ;3lease -$ecif%=XXXXXXXXX
9;=& /hat is the most acceptab"e siFe in CT) no4 das0
a= 1)inch b= 21inch 2& inch
(. 26 3(A-,A )2
32 5'
)'
)6
52
d= An% Other ;3lease -$ecif%= XXXXXXXXXXXXXXXXXXXXXXXXXXX
9;>& Be"o4 are di!!erent modes o! promotion& 5"ease rank !o""o4in# modes
!rom ; to B' on the basis o! their in!"uence on customer&
1Rank1 = high, Rank 7 = low)
a) 0elevision XXXXXXXX e= +adio XXXXXXXX
b) Jews$a$ers XXXXXXXX f= ,aga5ines XXXXXXXX
c) 3am$hlets XXXXXXXX g= Internet XXXXXXXX
d) 0rade -hows XXXXXXXX
9;@& /hat di!!erent comp"aints are !aced b ou !rom our
customer0
;,ark Y to a$$ro$riate one=
Arand
om$laints
(? -amsung @aier 1ideocon -on%
Aad 3icture
8ualit%
3roblem with
3icture tube
66
@igh <lectricit%
onsum$tion
2ading of olour
9;A& /hich Brand ou Recommend and 4h0
MMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMM
5ERSONAL 5ROF,LE
.ealer6s JameH XXXXXXXXXXXXXXXXXXXXXXXXXXXX
AddressH XXXXXXXXXXXXXXXXXXXXXXXXXXXX
3h. Jo.H" XXXXXXXXXXXXXXXXXXXXXXXXXXXX
Date: Si&n'
Stamp
67
9uestionnaire on A&C
5.R5OSE OF ST.-8
I am an ,AA student of I2AI Ausiness -chool $resentl% $ursuing m% ,anagement
+esearch 3ro*ect.
Information in the 8uestionnaire will beH
Gsed for academic $ur$oses onl%
De$t strictl% confidential
9;&/hich o! the !o""o4in# brands o! AC' ou are dea"in# in0 1Please $ic%2
b= (? d= -amsung
e= 1ideocon c= Alue star
f= @aier f= An% Other ;3lease -$ecif%= XXXXXXXX
9< *o4 man mode"s do ou disp"a !or each brand0

a$acit% -amsung
OE-
(?
OE-
@aier
OE-
Aluestar
OE-
1ideocon
OE-
1.'0on
1.50on
2.'0on

9= 4hich are the t4o hi#hest se""in# mode"s o! each compan in AC + their
prices0
-amsung "
(? "
@aier "
1ideocon"
An% other"
9>&To 4hat e?tents' !o""o4in# brands o! AC are pre!erred b customers0
;,ark the a$$ro$riate $reference level b% ticking against res$ective brand=
68
Brands )er *i#h *i#h Lo4 )er Lo4 Ni"
(?
-amsung
@iear
1ideocon
Alue-tar
9@& /hat is the price band !or 4hich the customer "ooks !or 4hi"e makin#
purchase decision0
Se#ment Brand 5riceG/
5riceGS
1.' 0on

1.5 0on ..

2.' 0on ..

9A& is customer read to pa premium !or additiona" !eatures0

&&
9B 4hat is the e?pected percenta#e o! customers 4ho are 4i""in# to pa
3remium . (ow"end ..
9E 4hat is the annua" estimated sa"es o! AC0
Brand Amount
o -amsung ..
o (.? ..
o 1ideocon ..
o Alue-tar ..
o @aier ..
9C& 5"ease rank each o! the !o""o4in# !eatures !rom ; to @ on the basis o! their
importance to customers&
Rank 1= the most importance feature
Rank 5=the least important feature
69
Feature Rank Order
a) 3rice XXXXXXXXX
b) .esign XXXXXXXXX
c) 2eatures XXXXXXXXX
d) .ealers ommunication XXXXXXXXX
f= Arand Jame XXXXXXXXX
9;D& At 4hich visit' customer #enera"" !ina"iFe hisGher decision !or buin# a
AC0
b) At 2ist 1isit c= At 0hird 1isit
b= At -econd 1isit d= An% Other ;3lease -$ecif%= XXXXX
9;;& -oes customer come 4ith prior kno4"ed#eGin!ormation about particu"ars
brands o! AC0
b= Kes b= Jo
,! es' 4hat tpes o! in!ormationGkno4"ed#e' the have0
e= About .iscount Offer.
f= About <9change Offer.
g= About Jew 2eatures.
h= An% Other ;3lease -$ecif%= XXXXXXXXXXXXXXXXXXXXXXXXXXX
9;<& /hen customers most" visit sho4room !or buin# AC0
b= .uring <9change Offer c= .uring discount Offer
b= .uring ?ift O$tion Offer d= An% Other ;3lease -$ecif%
=XXXXXXXXX
70
9;=& /hat is the most acceptab"e siFe in AC no4 das0
b= 10one b= 1.50one c= 2 0one
d= An% Other ;3lease -$ecif%= XXXXXXXXXXXXXXXXXXXXXXXXXXX
9;>& Be"o4 are di!!erent modes o! promotion& 5"ease rank !o""o4in# modes
!rom ; to B' on the basis o! their in!"uence on customer&
1Rank1 = high, Rank 7 = low)
e) 0elevision XXXXXXXX e= +adio XXXXXXXX
f) Jews$a$ers XXXXXXXX f= ,aga5ines XXXXXXXX
g) 3am$hlets XXXXXXXX g= Internet XXXXXXXX
h) 0rade -hows XXXXXXXX
9;@& /hat di!!erent comp"aints are !aced b ou !rom our customer0
;,ark Y to a$$ro$riate one=
Arand
om$laints
(? -amsung @aier 1ideocon Alue -tar
Aad cooling 8ualit%
3roblem with Joise
@igh <lectricit%
onsum$tion
ost of
,aintenance
9;A& /hich Brand ou Recommend and 4h0
MMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMM
5ERSONAL 5ROF,LE
.ealer6s JameH XXXXXXXXXXXXXXXXXXXXXXXXXXXX
71
AddressH XXXXXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXXXXXXXXX
3h. Jo.H" XXXXXXXXXXXXXXXXXXXXXXXXXXXX
Date:
Si&n' Stamp
()ES$*+,,A*-E .+- !+,S)/E-
5.R5OSE OF ST.-8
72
I am an ,AA student of I2AI Ausiness -chool4 $resentl% $ursuing m% ,anagement
+esearch 3ro*ect.
Information in the 8uestionnaire will beH
Gsed for academic $ur$oses onl%
De$t strictl% confidential
9;& Ohich of the following deal in consumer .urablesP
a= -amsung b= -on% c= (.? d= @aier
e= 1ideocon f= Aluestar g= Aa*a* h= @ero @onda
9<. @ow do %ou make %our 3urchase decisions are the%.

a= Aided ; with the hel$= b= unaided ; without hel$=

9=& Ohich $urchase $attern is followed at %our $laceP
a= Individual b= 2amil%
9>& On which of the following $arameters %ou make %our $urchase decisionP
;+ank them according to %our $reference=

a= 3rice b= $roduct c= /ualit%
d= Arand name e= 3ackaging f= 2eatures
9@.Ohich Arands of consumer durables %ou have been using beforeP

9A. Ohich consumer durables %ou $osses at %our home $resentl%P

9B. .o %ou feel like shifting to some other brand or %ou are full% satisfied with the
$resent oneP

9E. 3lease rate the following brands of 01 on the scale of 1 to 5P

Where 1 means poor service and 5 means ecellent service

-on% -amsung @aier

1ideocon (?
73
/ualit%


2eatures

.esign


-creen resolution
<fficienc%


9C& 3lease rate the following brand of !" on the scale of 1 to 5P
Where 1 mean poor service and 5 mean ecellent service
Aluestar -amsun
g
@aier


1ideoco
n
(?
/ualit%


2eatures

.esign


ooling effect
<fficienc%


.urabilit%
After -ales -ervice
9;D. @ow far %ou are aware about -amsung 3roducts: what is its im$ression in
Kour mindP
...
...
5ROF,LE OF T*E S.B6ECTH
Name o! ConsumerH
...
Address7

5hone
E$mai" id 1,! an2MMMMMMMMMMMMMMMMMMMMM&

74