Professional Documents
Culture Documents
ON
1
REPORT
ON
2
TABLE OF CONTENTS
Acknowledgement………………………………………………………………………
…4
4. Objective of Research…………………………………………………………….17-18
a. Research Methodology…………………………………………………..........19
12. Conclusion………………………………………………………………………….63
3
4
ABSTRACT
“All human actions have one of these seven causes: chance, nature,
compulsion, habit, reason, passion and desire”. As a human being the major
cause to take over this project was reason. The reason is to accomplish my task, aim,
and motive of enhancing my knowledge and to know more about the consumer
durable industry. Consumer durables have become inseparable in this era of
modernization and thus influence even the common men’s life. This is one of the
fastest growing industry with an growth of about 8% every year. Invention and the
launch of new technology is the most important tool of this industry. To maintain the
quality of products provided to the customers the companies dealing in the consumer
durable products has to undergo extensive study and research work. This project
work is a small attempt to understand the dealer, retailer as well as the consumer
behavior in regards to the colour television & Air conditioners and to find out the
position of Samsung among its competitors.
This SIP project is being conducted on Consumer durables i.e. CTV & Air conditioner
for (Samsung India Electronics private limited), I am focusing on Comparative Market
and consumer behavior study of consumer durables of Samsung vis-à-vis its
competitors i.e. Sony, LG, Videocon, Haier, Bluestar. In CTV & A.C segment.
For this the Survey was conducted with a set of questionnaire containing the
questions which helped in obtaining the desired information from the dealers &
retailers. In the next segment of study the consumers has be targeted with a set of
questionnaire for the desired information. Till date around 100 dealers And Retailers
were approached in the Chandigarh and its neighboring districts i.e. SAS nagar
mohali, zirakpur in Patiala and Panchkulla in hariyana state. The information was
obtained through questionnaire as well as by the interview method. The copy of
questionnaire is being attached with this report. The method of personnel interview
was also adopted for those who were unwilling to give any information in writing. At
present around 50 of such interviews have been conducted keeping in mind the
requirements of the survey being conducted.
5
This report also includes the analysis of around 10 year’s sales data. This data with
the help of Le square method is used to predict the future demand as well as the
sales
Of Samsung.
6
INTRODUCTION
“All progress is born of inquiry. Doubt is often better than overconfidence, for it leads
to inquiry and inquiry leads to investigation” Research inculcates scientific and
inductive thinking and it promotes the development of logical habits of thinking and
organization.
7
Overview of the Consumer Durable Market
The consumer durable market in India has seen a proliferation of brands and product
categories in recent years.
Most major international brands from Japan, Korea, US, Europe and China have been
launched in India with
varying degrees of success. One of the largest barriers to entry for any brand in India
is the distribution network.
The cost of servicing the network is huge for any brand. The consumer is aware of the
cost-benefit, or value for
Money aspect. Financing options are crucial in case of high-priced products. They
increase the affordability for a
Wider segment of population. Like in any country, the consumer durable industry in
India is largely dominated by colour televisions (CTV), which account for 56% of the
consumer durables industry.
8
Growth of Consumer Durable Market
9
Company Profile
In a continuing bid to expand its business area beyond the confines of international
trade, in 1996, Samsung Corporation merged with Samsung Construction, and in
1997, launched into the retail business. Currently, Samsung Corporation is engaged
in two major business areas: trading, construction. The organization consists of two
business groups, with the retail business headquarter under the trading group, and
with the housing development headquarter under the construction group.
The Trading Group, currently operating from its 71 overseas offices, exports
semiconductors, machinery, plants, iron & steel, chemical products and textile; and
imports energy, chemical products and machinery & equipment. In addition to trading,
the Group carries out a variety of other projects including overseas investment, project
organizing services and energy & natural resource development projects.
10
The Construction Group, a provider of construction and engineering services, is also
a plant builder and housing developer. To date, the group has to its credit Malaysia’s
Petronas building, the world’s highest edifice, 452m high, boasting 92 stories
aboveground; New Busan Port; Incheon Int’l Airport; Ulchin Nuclear Power Plant; and
Raemian and Trapalace, the apartment complexes. From energy resources to
housing, each of these projects is a powerful testimony to the group’s technological
excellence. Last year, the group entered into a contract to build the world’s highest
building, Burj Dubai.
The Retail Business is buoyant and thriving with Samsung Plaza Bundang , a multi-
feature shopping center, and Samsung Internet Shopping Mall, familiarly referred to
as “Samsung Mall” as its two main platforms.
11
Laying the foundation to become a World Class
Company
Year 2006
Mar Developed the first HSDPA terminal for commercialization and ultra-high speed
HSDPA system
Cash payment to more than 15,000 SMEs
Developed 82" TFT-LCD
Developed 7 megapixel camera phone
Apr Became the official sponsor of Chelsea, the renowned English soccer club
12
Began mass production of 70 nano processed 4 GB NAND flash memory
June Accumulated production volume of large LCDs surpassed 100 million units
Began upgrading digital audio business to the world’s top level
Launched a new brand campaign with the theme of "Imagine"
Released the first 5 megapixel, 3x optical zoom camera phone
Began mass production of 90 nano processed 1 GB DDR2 DRAM
Comparative Analysis
13
A comparative Analysis of Samsung Electronics vis-à-vis competitor’s (LG, Haier,
Videocon, Sony, Bluestar) in Chandigarh
The study will also include the survey which will be targeting about 100 dealers in the
area of Chandigarh. The main emphasis in the survey will be given on the sales of
Samsung in comparison to its competitors in CTV & AC segment, the consumer
perception about the brand will also be taken into consideration while conducting this
survey.
The analysis of the buying behavior in respect to AC& CTV will be another important
component of my study. Buying behavior of the consumer is a study of how
individuals make decisions to spend their available resources (time, money & effort)
on consumption related items (what they buy, why they buy, where they buy, how
often they buy and use a product or service). The heterogeneity among people across
the world makes understanding consumer buying behavior an intricate and
challenging task. The consumers’ identity, his beliefs, specific needs, attitudes and the
kind of product and brand available in that product category influence his buying
behavior. The marketing efforts of a firm have a profound impact on the buying
decisions of customers. Therefore the attempt of my survey will be to obtain an in-
depth knowledge of the customers buying behavior.
14
availability of adequate information about purchase alternatives (price, product
functionalities) to support the decisional process.
Another component of my study will be the analysis of the brand (Samsung) on four
P’s i.e.
• Product
• Pricing
• Promotion
• Placement.
These are the four factors which help an organization to understand the market and
help in taking future decisions relating to the launch & the strengthening of the market
for the brand.
Benefit to company:
1. Display Share Tracking: Display share tracking will help us to find out these
information
It will be used to revealed potential demand of each product.
With the help of display tracking we will find out the highest selling product
and lowest selling product in the market.
It will help in taking decision during the line expansion and line pruning.
2. Consumer perception: This is done with the aim of capturing the true words
and emotions of consumer, and in turn using this information to improve or
developed products or to determine people attitude toward the products.
It will help company to get feedback from consumer.
15
It will prevent the undervaluation of competitor and we can find the
strength and Weakness of our product.
This will help us to stay ahead in competition
It will encourage value creating investment.
It will help in maximizing the consistency of value creation
Measuring performance
It will help us for market share analysis.
So I can say this study is more suitable for Samsung to compete and survive in
lobal market.
16
Consumer perception
As it is well known proverb of marketing that “Consumer is the king” it is mandatory for
any researcher to know the opinion of the consumer regarding the products on which
he is going to conduct the study. This research work will include a consumer
questionnaire on the consumer goods which has been taken as the part of the study
the questionnaire mainly aims at .
This questionnaire will mainly help out in reaching at the actual consumer perception
of the consumers about the brand. This is done with the aim of capturing the true
words and emotions of consumer, and in turn using this information to improve or
developed products or to determine people attitude toward the products.
2.2 It will prevent the undervaluation of competitor and we can find the
strength and Weakness of our products
So I can interpret, this study is more suitable for Samsung to compete and survive
in global market.
17
OBJECTIVE
The major objective of the study is to analyze the position of Samsung Vis-à-Vis its
competitors and to identify weak areas and provide recommendations for the sales.
The consumer durable market has grown considerably in last few years in India. With
the growth, the level of competition has grown as well. Literally every day companies
come up with new attractive offers to grab the better share of the market. The
challenge is not only to get the new customer but also to continue with the existing
customers.
-Identify the Dealer and Consumer perception about the Samsung products with
respect to its competitors in CTV & AC segment.
• Product
• Pricing
• Promotion
• Placement.
Example:
What are the parameters on which consumer makes his purchase decision?
Parameters Rank
O Price ……….
O Packaging ……….
18
O Product Quality ……….
SCOPE OF STUDY:
Secondary Data:
The secondary data for the project is collected from websites. The other data was
collected from the offer document and informal discussion with company members.
References are also taken from search engines.
Primary Data
19
Research Methodology
“Research is the systematic design, collection, analysis and reporting of data and
findings relevant to a specific situation or problem”. The objective of this section is to
describe the research procedure and methods that have been adopted for the
achievement of the project objectives.
A research design is the arrangement of conditions for collection and analysis of data
in a manner that aims to combine relevance to the research purpose with economy in
procedure. My research is comparative in nature.
20
Sources of Data
The nature of the data that has been used in the project under study is both primary
and secondary in nature.
Primary data
Questionnaire, personal meetings, interview method with the concerned persons will
be used to collect the primary data.
Secondary data
Offer documents, fact sheets, news papers, magazines published from time to time
and Internet, Company sources.
21
ANALYSIS OF THE DEALERS QUESTIONNAIRE
FOR (CTV)
For this purpose I conducted a survey with the sample size of 100. This sample
includes the dealers and the retailers in the area of Chandigarh and
surroundings. The questionnaire having 16 questions was prepared to obtain
the desired information and the method of personnel interview was also
adopted for those dealers who were not interested in filling the questionnaire
and the data got is then analyzed and following are the results for the same.
Dealers Ratio
singleBrand
multiple Brand
Fig 1.0
3. How many models do you display for each brand? Mainly the 15, 21,
29, LCD & PLASMA were considered for the brands Samsung, Sony, LG,
Haier, Videocon and the major dealers and the retailers were interested in
keeping the brand most sold. The fig 1.2 shows that out of the total survey
the proportion.
22
Average Proportion of Display at each Store
5%
7%
14% 15 Inch
20% 21Inch
29 Inch
54%
LCD
PLASMA
Fig 1.1
This question also bought up an idea that lower end markets have more proportion
of 15, 21 inch display as compared to that of high end market.
3. Which are the two highest selling models of each company in CTV & their
prices?
The models that were sold more in comparison to others for the same brand in the
CTV segment are as follows.
23
Customer brand prefrence in 21 inch
40%
35%
30%
25%
20%
15%
10%
5%
0%
Samsung Sony LG Videocon Haier
Fig 1.2
Average demand for the brand has been also estimated with the findings of the
same question.
8% Samsung
12% 26%
Sony
22% LG
32% Videocon
Haier
Fig 1.3
5. What is the price band for which the customer looks for while making
purchase decision? With this question the major objective of my survey
was accomplished it reveals what the consumer need in the particular
segment as shown in the table below.
24
Segment Brand Price range
15 inch Videocon 5000
21inch Samsung/LG 9000
29inch Sony/Samsung 15000
LCD Samsung 40000
PLASMA Samsung/LG 55000
7. What is the expected percentage of customers who are willing to pay? With
the survey and then the analysis of the data concludes that in the high end markets
like of Sector 22, 24, 34, 17, the ratio of premium an low end customers was 60: 40 as
shown in Fig1.4
Fig 1.4
While in the lower end markets like Naya gaon, Daddu majara, Baltana, Badial &
Manimajara the proportion of Premium and low end customer is of the ratio 20:80.
As shown in the fig 1.5.
25
Proportion of customers in Low-end markets
Premium Customers 20%
Fig 1.5
Q9 what is the annual estimated sales of CTV? After taking out the average of
the low-end and premium markets the results obtained are that the average annual
sales of the premium end market that comprises of 43 dealers and retailers was
as under
Q10. At which visit, customer generally finalize his/her decision for buying a
CTV?
This mainly gives an overview of how customers make their purchase decision
when they enter in to show room. The results of this analysis are shown in the
fig 1.6
26
Customer Decision Index
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
1 2 3 Any other
Visit to Show room
Fig 1.6
60%
50%
40%
30%
20%
10%
0%
Discount offer exchange offer new features Any other
Fig 1.8
Segment Size
CTV 21
LCD 31
27
PLASMA 42
Q14. Below are different modes of promotion. Please rank following modes
from 1 to 7, on the basis of their influence on customer.
(Rank1=high, Rank 7 = low)
The major modes of promotion that influenced the customers was audio visual
mode that comprises of 59% print media occupying 24% and other modes
influenced them 17% this is shown in fig 1.9
Fig 1.9
The other two questionnaires were generally ignored by the retailers as they tried
to be loyal to the brands in which they were dealing.
28
ANALYSIS OF THE DEALERS QUESTIONNAIRE
FOR (AC)
For this purpose I conducted a survey with the sample size of 100. This sample
includes the dealers and the retailers in the area of Chandigarh and
surroundings. The questionnaire having 16 questions was prepared to obtain
the desired information and the method of personnel interview was also
adopted for those dealers who were not interested in filling the questionnaire
and the data got is then analyzed and following are the results for the same.
The questionnaire with the question 1.Which of the following brands of AC, you
are dealing in? This question brought the fact that how many dealers and retailers
are dealing single and multiple brands of air conditioners this shown in the fig: 1.10
Dealer Ratio
single Brand
multiple brand
Fig 1.10
Q2 How many models do you display for each brand?
In this question mainly the 1.0 ton, 1.5 ton and 2 ton capacity of both window split air
conditioner category were considered and the models displayed at each counter on
an average are as under:
29
Brand Name
Q3 which are the two highest selling models of each company in AC & their
prices?
Each brand has its unique image for its product thus the highest selling models for
each brand also vary according to the quality features as well as demand for the
products the highest selling model for the each brand are as follows
Brand Model
Samsung 18QB
LG W18G2
Videocon SB1608
Bluestar WAM181YB
Haier HW12DX
30%
25%
20%
15%
10%
5%
0%
Samsung LG Videocon Bluestar Haier
Fig 2.1
30
Q5. What is the price band for which the customer looks for while making
purchase decision?
This question mainly brought out the conclusion of which price brand generally the
customer looks for when he makes his purchase decision this is explained as under.
Fig 2.2
Q8 what is the annual estimated sales of AC? After taking out the average of
the low-end and premium markets the results obtained are that the average annual
sales of the premium end market that comprises of 50 dealers and retailers was
as under this analysis work constitute the limited sample size and thus may no
predict the correct figures. the word season means the month of March, April,
May, June.
31
Brand Name Annual average estimated sales
Samsung 24000 pieces per season
LG 27000pieces per season
Bluestar 25200pieces per season.
Videocon 15000pieces per season.
Haier 7800pieces per season.
Q9. Please rank each of the following features from 1 to 5 on the basis of
their importance to customers
This question after being analyzed brought out the conclusion that out of the total
sample size people who gave their 1st preference to brand name were around 42%
and who went for Features were 22% and people who gave their 1st Preference to
price were 28% dealers communication & Design constituted respectively for 2% &
6%. This can easily be understood by the fig 2.3.
Brand Name
Features
42%
28% Price
Dealers Communication
Design
22%
Fig 2.3
Q10. At which visit, customer generally finalize his/her decision for buying
AC?
32
This mainly gives an overview of how customers make their purchase decision when
they enter in to show room. The results of this analysis are shown in the fig 2.4
Visit to Showroom
Fig 2.4
Q12. When customers mostly visit showroom for buying AC?
Question 11& 12 mainly help in predicting that which Promotional Techniques
attracts customer the most and the results obtained after the analysis work are
shown in the fig 2.5
50%
40%
30%
20%
10%
0%
Discount offer exchange offer Guift options Any other
Fig 2.5
Q14. Below are different modes of promotion. Please rank following modes
from 1 to 7, on the basis of their influence on customer.
33
The major modes of promotion that influence the customer were audiovisual 64%,
Print media 28%, Tradeshows 8%.
70%
Promotional Technique Index
60%
50%
40%
Series1
30%
20%
10%
0%
Audiovisual Print Media Tradeshows
Fig 2.6
Q16. Which Brand you Recommend and why?
As this was the last question the importance of this question was much more as
people tried to ignore it but the information obtained from the analysis of this question
are shown in the fig 2.7
35%
30%
25%
20%
15%
10%
5%
0%
Samsung LG Bluestar Videocon Haier
Fig 2.7
34
FINDINGS FROM THE CONSUMER
QUESTIONNAIRE
For this purpose I conducted a survey with the sample size of 100. This sample
includes Businessman, Government employees, Private Employees and
Housewives. This includes a questionnaire having 10 questions and the data
got is then analyzed and following are the results for the same.
consumer durables
100%
1
Fig 1.1
2) Second question is ‘How do you make your purchase decisions?’
Fig 1.2 interprets the result that 84% of the consumer makes their purchase
decisions with the help of one or the other aided media. But at the same time
around 16% go for unaided purchase decisions.
35
Purchase decision
16%
aided
84% unaided
aided
Fig 1.2
22%
Individual
78%
family
Fig 1.3
36
d) Brand name e) Packaging f) Features
It tells about how many people out of the 100 consumers give more preference
to the above mentioned options. The result shows that 46% of the consumers
give their 1st preference to price, 6% to product,22% to quality,24% to brand
name, 0% to packaging,2% to Features the graphical representation in fig 1.4,
1.5, 1.6, 1.7, 1.8, 1.9. Explains it more clearly
. Parameters for purchase decision
feature
Rating Price Product Quality Brand name Packaging s
1 46 6 22 24 0 2
2 22 10 14 44 1 9
3 18 16 38 10 2 16
4 10 8 20 14 1 47
5 0 58 4 6 6 26
6 4 2 2 2 90 0
Price
50
40
Price
30
20
10
0
1 2 3 4 5 6 7
Rating
Fig 1.4
37
Product
80
60
P
roduct
40
20
0
1 2 3 4 5 6 7
Rating
Fig 1.5
100 Packaging
80
60
Packaging
40
20
0
1 2 3 4 5 6
Rating
Fig 1.6
Quality
40
35
30 Quality
25
20
15
10
5
0
1 2 3 4 5 6
Rating
Fig 1.7
38
Brandname
50
Brandnam
e
40
30
20
10
0
1 2 3 4 5 6 7
Rating
Fig 1.8
features
50
features
40
30
20
10
0
1 2 3 4 5 6
Rating
Fig 1.9
39
brand, 36% shifted to some other brand and around 22% were planning to shift
to some other brand. fig shows the same in more appropriate manner. The
overall analysis shows that only 42 % of the consumers are brand loyal while
58% of the consumers have the tendency of shifting to some other brand.
Fig 1.10
This question is for those consumers who are well aware of the existing brands
and have sufficient knowledge regarding each brand the consumers were
asked to rate the given brands on the scale of 1to 5 on the basis of their
opinion for Quality, features, Design, Screen resolution and efficiency. The
results obtained for the quality rating for CTV for Sony, Samsung, LG, Haier,
and Videocon. Are shown in the fig 2.0 where 32% of the consumers have
rated 5 Sony on the contrary Samsung emerged as the leader in this segment
with 48% of the consumers rating it on the scale of 5..
40
Consumer Rating Chart for CTV
60
Quality Rating
50
40
30
20
10
0
Sony Samsung Haier Videocon LG
Fig 2.0
41
Consumer Rating Chart for AC
50
Quality rating
45
40
35
30
25
20
15
10
5
0
Samsung LG Vediocon Haier Bluestar
Fig 2.1
10) How far you are aware about Samsung Products& what is its impression in
Your mind?
• As shown in fig 2.2, in Chandigarh and Surroundings Samsung enjoys an
awareness of over 95% and a positive opinion of around 80% in the area
Awareness among
people
95%
Positive openion
among people
80%
today.
Fig 2.2
42
ANALYSIS OF SALES DATA
The sales date collected from the sources has been used to predict the future
Samsung India private limited by using the Least Squares Method
This method is widely used in Practice. It is a mathematical method and with its help
trend line is fitted to the Data in such a manner that the following two conditions are
satisfied
(1) ∑(Y-Yc)=0
I.e. the sum of actual deviations of the actual values of Y and the computed values
Y is Zero
I.e. the sum of the squares of the deviations of the actual and computed values is
least from this line and hence the name method of least squares. The line obtained
by this method is known “as the line of best fit “
The method of least squares may be used either to fit a straight line trend or a
parabolic trend.
Yc= a+bX
Where:
Y0 = is used to designate the trend Values to distinguish them from the actual
43
Values of Y.
a =∑Y/ N
= 35 3275344/10
= 35327534.4
b= ∑XY/ ∑X2
= 480903057/82.5
=5829127.96
44
Y= 35327534.4 + 5829127.96 X
= 35327534.4 + 32060203.79
= 67387738.19 $
Thus the estimated earnings for the year 2007 are $67387738.19
45
CORRELATION ANALYSIS
Explanation:
46
It is the technique of determining the degree of correlation between two
variables incase of ordinal data where ranks are given to the different values of
the Variables. The main objective of this coefficient is to determine the extent to
which the two set of ranking are similar or dissimilar. This coefficient is
determined as under.
sr =1-[ 6∑d
i 2] Eque 4.2
n(n2-1)
Solution:
Quality measure
Samsung 2 2
20 0
LG 3 1 2 4
Sony 1 2 -1 1
Videocon 4 1 3 9
Haier 5 1 4 16
n=5 ∑d2 30
= 1- 6x30
5(25-4)
2
= - 0.5Answer
This indicates that there is a Negative correlation between Quality and Sales ranking
i.e. when the quality of the product improves the Sales ranking volume for the brands
Fall down.
47
Design measures
Samsung 2 3 -1 1
1-
LG 3 4 -1 1
2
Sony 1 3 -2 4
Videocon 4 4 0 0
Haier 5 3 2 4
n=5 ∑d2 10
= 6x10
5x24
= -0.50 Answer
This indicates that there is a Positive correlation between Design and Sales ranking
i.e. when the design of the product improves the Sales ranking for the brands also
increases.
Price measures
Samsung 2 1 1 1
LG 3 2 1 1
Sony 1 1 0 0
Videocon 4 2 2 4
Haier 5 2 3 9
48
Substituting the values in the Eque 4.2
=
1- 6x15
5x24
2
2
= 0.25 Answer
This indicates that there is a Positive correlation between Price and Sales ranking i.e.
when the Price raises the Sales ranking for the brands also rises for the product
Features measure
Samsung 2 4 -2 4
LG 3 3 0 0
Sony 1 5 -4 16
Videocon 4 4 0 0
Haier 5 3 2 4
= 1- 6x24
5x24
2
2
= -0.20 Answer
This indicates that there is a negative correlation between Features and Sales ranking
i.e. when the Features of the product improve the Sales ranking for the brands fall
down.
49
After sales
Brand Name Ranks service d d2
Samsung 2 5 -3 9
LG 3 5 -2 4
Sony 1 4 -3 9
Videocon 4 5 -1 1
Haier 5 4 1 1
= 1- 6x24
5x24
2
2
= -0.20 Answer
This indicates that there is a negative correlation between after sales services and
Sales ranking i.e. when the Features of the product improve the rank for the brands
fall down.
Thus it can be concluded from the above observation that only the price and
the Design affect the ranks of the given brands in the positive manner and rest
three variables have the negative effect on the ranks of the brands which has
been considered on their sales basis.
FINDINGS
50
Primary data collected through questionnaire, Personnel Interviews regarding the
Samsung and its competitors i.e. Sony, L.G, Videocon, Haier, bluestar And the
Analysis of the data using Research Methodology Reflects the following.
2. The dealers are the inseparable pillar between the company and the ultimate
consumer.
3. Retailers can sell any thing to the consumers if rewarded with appropriate
incentives.
5. Retailer like keeping variety brand so as no let the consumer leave the counter
until he affect sales.
6. The retailers of remote areas of Chandigarh i.e.Naya gaon, Daddomajara,
baltana, Badial & Manimajara have different perception about Different
segments ofCTV&A.C.
7. Retailers like to stock the most sellable models of the company rather than the
display models being promoted by the company.
8. The dealers in Sector 22, 24, 34, 17. Like targeting high profile people.
9. The markets of Naya gaon, Daddomajara, baltana, Badial & Manimajara are
the low end markets.
10. The percentage of premium end customers in Sector 22, 24, 34, 17, 18 is
around 90% as compared to of 30% in Naya gaon, Daddomajara, baltana,
Badial & Manimajara.
51
11. Low end markets of Chandigarh have very less market for 1.5 & 2 ton Air
conditioners.
13. Dealer disclosed the fact that approx 85 percent customer come with Prior
knowledge of product price, features, discount offer, exchange offer only 15
percent are unknown customer.
14. In CTV segment 38 percent dealer recommend the Samsung brand, 32 percent
dealer recommend LG, 18 percent recommend Videocon and 12 percent
recommend the Haier.
16. The analysis of the sales data reflects that the sale of Samsung is increasing
year after year in comparison to its competitors.
17. The ranking of the brands have the positive relation with design, price and
others have the negative correlation.
52
LIMITATIONS OF THE STUDY
The Data collected from the Dealer might not be very accurate to obtain the
desired information.
The sample size taken is small to make a universal statement.
The final conclusion can be also affected by some of the extraneous variables.
Though the study represents the position of Samsung in Chandigarh. Due to
small sample size, the finding may not be a true representative and it cannot be
generalized.
Biasness of the respondent.
Lack of sufficient information
Lack of the instruments to find out the reasonable outcome
Difficulty in gathering the reasonable data
It’s all about the future predictions and future is unsuitable
53
REFERENCES
54
Questionnaire on CTV
PURPOSE OF STUDY
Q1. Which of the following brands of CTV, you are dealing in? (Please Tick)
a) LG b) Samsung
c) Videocon d) Sony
f) Haier g) Any Other (Please Specify) ________
Q3 which are the two highest selling models of each company in CTV & their
prices?
Samsung -…………………………………………………………
LG…… -…………………………………………………………
Haier… -…………………………………………………………
Videocon-…………………………………………………………
Any other-…………………………………………………………
55
(Mark the appropriate preference level by ticking against respective brand)
Q5 what is the price band for which the customer looks for while making
purchase decision?
Segment Brand Price
15 ………… …………
21 ………… …………
29 ………… …………
LCD ………... …………
Plasma ………… …………
Q8. What are the parameters on which consumer makes his purchase
decision?
Parameters Rank
o Price ……..
o Packaging .…….
o Product Features …….
o Brand Name …….
o Product Quality …….
o Product Design . ……
Q9 what is the annual estimated sales of CTV?
Brand Amount
56
o Samsung …………..
o L.G …………..
o Videocon .………….
o Sony .………….
o Haier …………..
Q10. At which visit, customer generally finalize his/her decision for buying a
CTV?
a) Yes b) No
If yes, what types of information/knowledge, they have?
57
a) 14inch b) 21inch 29 inch
LCD 26 PLASMA 42
32 50
40
46
52
d) Any Other (Please Specify) ___________________________
Q14. Below are different modes of promotion. Please rank following modes
from 1 to 7, on the basis of their influence on customer.
(Rank1 = high, Rank 7 = low)
58
PERSONAL PROFILE
Date: Sign/
Stamp
Questionnaire on A.C
59
PURPOSE OF STUDY
Q1.Which of the following brands of AC, you are dealing in? (Please Tick)
b) LG d) Samsung
e) Videocon c) Blue star
f) Haier f) Any Other (Please Specify) ________
Q3 which are the two highest selling models of each company in AC & their
prices?
Samsung -…………………………………………………………
LG…… -…………………………………………………………
Haier… -…………………………………………………………
Videocon-…………………………………………………………
Any other-…………………………………………………………
60
LG
Samsung
Hiear
Videocon
BlueStar
Q5. What is the price band for which the customer looks for while making
purchase decision?
Segment Brand Price/W
Price/S
1.0 Ton ……………… …………
…………
1.5 Ton ……………….. …………
…………
2.0 Ton ……………….. …………
…………
Q6. is customer ready to pay premium for additional features?
…………………………………………………………………………..
Q7 what is the expected percentage of customers who are willing to pay
61
a) Price _________
b) Design _________
c) Features _________
d) Dealers Communication _________
f) Brand Name _________
Q10. At which visit, customer generally finalize his/her decision for buying a
AC?
b) Yes b) No
62
b) 1Tone b) 1.5Tone c) 2 Tone
Q14. Below are different modes of promotion. Please rank following modes
from 1 to 7, on the basis of their influence on customer.
(Rank1 = high, Rank 7 = low)
Q15. What different complaints are faced by you from your customer?
(Mark √ to appropriate one)
High Electricity
Consumption
Cost of
Maintenance
PERSONAL PROFILE
Address: ____________________________
63
_____________________________
Ph. No.:- ____________________________
Date:
Sign/ Stamp
64
PURPOSE OF STUDY
a) Individual b) Family
Q4. On which of the following parameters you make your purchase decision?
(Rank them according to your preference)
Q7. Do you feel like shifting to some other brand or you are fully satisfied with the
present one?
…………………………………………………………………………………………
…………………………………………………………………………………………
65
Quality
Features
Design
Screen resolution
Efficiency
Quality
Features
Design
Cooling effect
Efficiency
Durability
Q10. How far you are aware about Samsung Products& what is its impression in
Your mind?
……………………………………………………………………………………...
……………………………………………………………………………………...
Name of Consumer:
……………………………………………………………………………...
Address:
…………………………………………………………………………………
…………………………………………………………………
Phone………………………
66
CONCLUSION
From the study we can conclude that consumer durables play a
major role in the day to day life of human beings . Consumer durables are
has taken place as a necessity now a day’s one finds it hard to survive
without them .
The comfort alone should not be considered as the basis of measurement
of the performance of Consumer Durable industry, it should also include
the Necessity Part. Samsung India electronics one of the leading
Consumer Durable provider should also concentrate on the research and
development in the country itself so as to fulfill the demands of the local
residents in the desired manner.
SUGGESTION:
67
68