samsung's market share in Guwahati
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SUMMER PROJECT DONE IN
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OBJECTIVE:
“TO STUDY THE MARKET SHARE AND CONSUMER PREFERENCE OF SAMSUNG LCD TELEVISIONS IN GUWAHATI CITY”
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RESEARCH METHODOLOGY:
Research Design: A survey was carried out among LCD TV users and dealers in Guwahati city.
Research Approach: Primary data collection by survey.
Sample Design: A random sample of 100 consumers and 40 dealers in Guwahati city.
Research Instrument: Structured Questionnaire
Research Tool: Microsoft Excel to analyze the data.
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ANALYSIS AND INTERPRETATION OF DEALERS’ QUESTINNAIREAnalysis of question No.1
Among the 40 Samsung dealers I visited in Guwahati, number of dealers dealing in LCD televisions is 28.
Yes70%
No30%
Yes
No
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Q.2:Which company’s LCD & Plasma TVs you deal in?
Brand No. of Dealers
Samsung 16
Sony 10
LG 14
Onida 4
Moserbaer 2
Philips 5
Panasonic 2
Videocon 2
Others 1
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Brand wise distribution of LCD Dealers
28%
18%24%
7%
4%
9%4% 4% 2% Samsung
Sony
LG
Onida
Moserbaer
Philips
Videocon
Panasonic
Others
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Q.3:How many LCD TVs did you sell last year?
After adding all the sales figures of 2008 of all the 28 dealers dealing in LCD TVs, the total sales figure comes out to be 1128.
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Q.4:What are your sales figures period wise?
Period wiseSales Figure
January-April 26%
May-August 30%
September-December
44%
January-April
May-August
September-December
Period Sales
Jan-April 289
May-Aug 337
Sept-Dec 502
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Q.5:What are your sales figures brand wise?
Brand Sales Figure
Sony 270
Samsung 445
LG 278
Onida 3
Moserbaer 10
Philips 116
Videocon 3
Panasonic 2
Others 1
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Brand wise distribution of sales figures
Sony
Samsung
LG
Onida Moserbaer
Philips
Videocon Panasonic Others 0
50
100150
200250
300350
400450
500
Sales Figure
Sony
Samsung
LG
Onida
Moserbaer
Philips
Videocon
Panasonic
Others
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Q.6:Do you make any Institutional sales?
Among the 40 dealers of LCD TV, only 12 were
found to be making institutional salesInstitutional Sales
Yes30%
No70%
Yes
No
Institutional Sales
Yes30%
No70%
Yes
No
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What is your brand wise distribution of Institutional sales?
Brand wise distribution of Institutional Sales figure
0
200
400
600
800
1000
1200
Brand
Sal
es F
igur
es
Sales figure
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Q.7:Rank Samsung LCD TV on the given attributes
Features Excellent Good Average Fair Poor
Price 1 4 8 2 0
Varieties 2 5 8 1 0
Ads 1 5 10 0 0
After SalesService
3 6 5 2 0
CustomerSatisfaction
3 8 4 1 0
Quality 3 11 2 0 0
Looks/Design 2 12 2 0 0
ConsumerAwareness
3 6 6 0 1
PotentialCustomers
2 7 6 1 0
Profit Margin 0 6 8 2 0
SupplyLogistics
0 7 8 1 0
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Ranking of Samsung LCD TV
02468
101214
Price
Varie
ties
Adve
rtisem
ent
After
Sale
sSe
rvice
Custo
mer
Satis
factio
n
Quali
ty
Look
s/Des
ign
Cons
umer
Aware
ness
Poten
tial
Custo
mers
Profi
t Marg
in
Supp
lyLo
gistic
s
Attributes
Rank
s
Excellent
Good
Average
Fair
Poor
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Q.8:Why are you not dealing in LCD TVs?
Reasons Frequency
Low PotentialCustomers
5
Low ConsumerAwareness
4
Poor Potential 2
Price 1
Low Profit Margin 0
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Reasons for not dealing in LCD TV
42%
33%
17%
8% 0%
Low Potential Customers
Low Consumer Awareness
Poor Potential
Price
Low Profit Margin
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Q.9:Would you like to deal in LCD TV in future?Out of those 12 non dealers of LCD TV,
8 of them showed interest in dealing with the same in future.
Future Dealings
Yes67%
No33%
Yes
No
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If Yes Why?Reasons Frequency
Growing Market 5
Increasing PotentialCustomers
1
Sound financial position of Dealers/Retailers
1
Increasing Consumer Awareness
1
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Reasons for future dealings
62%12%
13%
13% Growing Market
Increasing Potential Customers
Sound financial position ofDealers/Retailers
Increasing ConsumerAwareness
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Comparison between survey findings and actual market shareOn comparing, it is found that
Samsung could only be successful in Guwahati region not in entire North East. Its the market leader in Guwahati followed by LG and Sony whereas in the rest of North East its Sony leading followed by LG and Samsung.
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Analysis and Interpretation of consumer’s questionnaire
Sample size was taken to be 100.
Q.1:Are you a user of LCD TV?
LCD Users
Yes40%
No60%
Yes
No
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Q.2:If Yes then please mention your brand?
Brand wise distribution of LCD TV users
Samsung
50%
Sony
30%
LG
20%
Samsung
Sony
LG
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Q.3:Why did you prefer this brand?
Reasons Frequency
Features 7
Price 4
Advertisements 1
Brand Name 12
Appearance 3
Promotional Schemes/Offers 4
After Sales Service 3
Availability 3
Reference 3
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Frequency of reasons for brand preference
17%
9%
3%
29%
8%
10%
8%
8%8% Features
Price
Advertisements
Brand Name
Appearance
Promotional Schemes/Offers
After Sales Service
Availability
Reference
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Q.4:Would you like to replace your old colour TV With that of LCD TV?
Amongst the 60 non users of LCD TV,45 showed interest in replacing their old colour TV with a LCD TV
Customers interested in replacing their colour TVs w ith that of LCD TV
Yes75%
No25%
Yes No
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Q.5:If Yes then which brand of LCD TV would you like to buy?
Brand preference of these 45 interested LCD buyers
Distribution of Prefered Brands of LCD TV
27%
55%
18%0%0%0%0%0%0%
Samsung
Sony
LG
Onida
Moserbaer
Philips
Panasonic
Videocon
Others
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Q.6:Why do you prefer the above mentioned brand?
Reasons FrequencyFeatures 15
Price 3
Advertisements 8
Brand Name 6
Appearance 6
Promotional Schemes/Offers 2
After Sales Service 1
Availability 2
Reference 2
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Frequency of reasons behind interested buyers
34%
7%
19%
13%
13%
4%2%
4% 4% Features
Price
Advertisements
Brand Name
Appearance
Promotional Schemes/Offers
After Sales Service
Availability
Reference
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Q.7:Have you seen any advertisement of Samsung LCD TV?
Consumer Awareness
Consumer Awareness for Samsung LCD TV
Yes84%
No16%
Yes
No
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Q.8:Where have you seen the ad?
Their sources of information-Distribution of sources of Advertisements of
Samsung LCD TV
5%
79%
5%
8%0%3%
Newspaper
TV
Magazines
Hoardings
Internet
Trade Fairs/Expos
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Q.9:How have these promotional activities of Samsung LCD TV influenced you?
Influence of promotional activities of Samsung LCD TV on customers
58%34%
8%
To buy Samsung LCD TV
Impressive
Unimressive
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Limitations of the study
Sampling Error Complexity of interaction Unwillingness of respondents
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Recommendations:
Enlarge the dealer network in entire North East
Increase consumer awareness Leap in technology
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Conclusion:
The survey reveals that none of the company is associated with all the important attributes for which customer expectations are high. Although Samsung is leading in this market of LCD TV in Guwahati region, the rest of North East market stills seem almost untouched by it, where LG and Sony have not only made their presence felt but also have become the market leaders.
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THANK YOU!