A
GRAND PROJECT REPORT
ON
A STUDY ON BRAND AWARENESS & DEALER &
CONSUMER PERCEPTION OF SAMSUNG BRAND IN COLOR T.V. & A.C.
SEGMENT
THROUGH COMPARATIVE MARKET ANALYSIS
Submitted to:-
Gujarat Technological University
Prepared by:-
SHETH JAYDEEP HARESHKUMAR (097030592003)
VADDORIYA PRAKASH BHANUBHAI. (097030592100)
Under the guidance of
Mr. Amit Lathiya
MBA Department,
Atmiya Institute of Technology and Science, Rajkot,
Batch - 2009 – 2011
April - 2011
II
DECLARATION
We, the undersigned , Sheth Jaydeep H, and Vaddoriya Prakash
students of MBA of AITS, hereby declare that this grand project work entitled “
A STUDY OF BRAND AWARNESS AND CONSUMERS AND DEALERS
PERCEPTION OF SAMSUNG BRAND IN COLOR TELEVISION AND
AIRCONDITIONER SEGMENT THROUGH COMPARATIVE MARKET ANALYSIS”
submitted by us to the Gujarat Technological University for the partial fulfillment of
the requirement for the award of the degree of Master in Business and Administration
(MBA), is solely our own work. The report embodies the findings and various other
information based on our own study and observation of the company only and not any
else.
Place: ‐ RAJKOT
Date: ‐ / /2011 (JAYDEEP SHETH ) (Vaddoriya Prakash)
III
ACKNOWLEDGEMENT
During the survey and while preparing this report many known and
unknown faces have directly and indirectly helped me.
I would like to take this opportunity and sincerely convey my thanks to all
the people who have helped me for the survey and preparation of the report. I am
extremely thankful to Prof. Amit Lathiya who has been the guide for our project.
Without his inspiration, support and efforts it would have been impossible for me to
make this report.
Moreover I would like to thank and express my sincere gratitude to our
, honourable Dean Sir Dr.(Prof.) Vikas Arora and other faculty members of the
institute, who have significantly helped and supported me and provided me all the
facilities to make my grand project more fruitful.
IV
PREFACE
“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 our task, aim, and
motive of enhancing our knowledge and to know more about the consumer durable
industry. Consumer durables have become inseparable in this era of modernization
and thus have influenced even the common man’s life. This is one of the fastest
growing industries 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 Color 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. Color
Television & Air Conditioner for (Samsung India Electronics private limited), we will
mainly focus on Brand Awareness study Comparative Market and consumer
behavior study of consumer durables of Samsung vis-à-vis its competitors i.e.
Sony, LG, Videocon, Haier, Bluestar in Color Television & 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 will be targeted with a set of questionnaire for
the desired information. Up to the end of the project around 100 dealers and Retailers
will be approached in the city of Rajkot and its neighboring areas i.e.Morvi, Vankaner
V
Jetpur and Gondal in Gujarat state. The information will be obtained through
questionnaire as well as by the interview method. The copy of questionnaire will be
attached with this report. The method of personnel interview will also be adopted for
those who will be unwilling to give any information in writing.
This report shall also include the analysis of around 10 year’s sales data. This
data will be analyzed with the help of Least square method is so as to predict the
future demand as well as the sales of Samsung.
VI
Table of Contents
Chapter No. Particulars
Page No.
Title Page College Certificate i Declaration ii Acknowledgement iii Preface iv 1. 1.1 Industry Overview 1 1.2 Company Profile 10 1.3 Swot Analysis 15 1.4 Literature Review 20
1.5 Relevance of the study 22
2. Research Methodology 2.1 Research Objective 23
2.2 Research Design 24
3.
Data Analysis & Interpretation 26
4. Conclusion 4.1 Implications of the study 51 4.2 Limitations of the study 53 4.3 Scope of further Research 53 4.4 Suggestions
54
Bibliography 55 Annexures 57
List of Tables
Table No. Name of Table Page No.
1.1 Classification of consumer goods 1
1.2 Growth Drivers 3
List of Figures
Figure No.
Name of the Figure Page No.
1.1 Market share of different products 2
1.2 Sales trend in consumer electronic market 3
1.3 Category sales of different players in market 5
1.4 Turnover of different Companies 5
1.5 Market share of players in Washing Machines
segment
8
1.6 Television Penetration levels 9
1.7 Market share of players in Television Segment 9
1.8 Mission, Goals of Samsung Company 10
1.9 Vision of a Samsung company 12
1
CHAPTER - 1
1.1 Industry Overview
INDIAN CONSUMER DURABLE INDUSTRY
India’s consumer market is riding the crest of the country’s economic boom.
Driven by young population with access to disposable income and easy finance
options, the consumer market has been throwing up staggering figures. The Indian
durables market, with market size of US $ 27.38 Billion in 2009-2010 has grown by
8.1 % over the previous year.
The Indian consumer durables segment can be segregated into two consumer
electronics categories as under:-
White Goods Consumer Electronics Goods
- Air conditioners
- Refrigerators
- Washing Machines.
- Sewing Machines.
- Watches and Clocks
- Television
- Audio and video systems
- PC’s
- Mobile Phones
- DVD’s
Each of the above segments in this sector is characterized by the intense
competition, emergence of new companies and introduction of the state of the art
models, price discounts and exchange schemes. The market share of the above
mentioned various items is diagrammatically shown below in the figure.
Table 1.1 Source :- CEAMA Report,2010
2
Growth Scenario of Consumer Electronic in India:-
Rising disposable income and decline prices of durables have resulted in
increased volumes. An increase in disposable income is aided by an increase in the
number of both double income and nuclear families. Production in the consumer
electronic industry has been estimated at US $ 6.7 billion in 2011 and in 2012. The
segment is likely to register a growth of 18 percent in 2011-2012 from US $ 5.5
Billion in the previous year. The Consumer electronics segment contributes about 28
percent to the total hardware production in the country.
The sales trend in the consumer electronics market is shown below:-
Figure 1.1 Source :- CEAMA Report,2010
3
The above figure shows that there has been a significant growth in sales of color TV
and AC segment. The Main drivers behind growth are as under:-
Product
Category
% Growth in
2007-2008
Growth Driver
Responsible
% Growth in
2008-2009
Growth driver
Responsible
Air conditioners 20-22 Decreasing
Price, Changing
lifestyle
30-40 Reduction in
Prices
Refrigerators 5-8 High demand
for frost free
segment
together with
reduction in
prices
24 Increase in the
demand from
the rural and
semi urban areas
Color TV 5-8 Increasing
Disposable
30-40 Reduction in the
prices of LED
Fig:-1.2 Source:- CEAMA Report,2010
4
income and
declining prices.
and LCD.
Washing
Machines
8-10 Reduction in the
prices of fully
automatic
machines
30-40 New models and
reduction in the
prices
Major Players in the Industry:-
1. Samsung:-
Samsung India commenced its operations in India in December 1995, today
enjoys a sales turnover of over 1l0 Billion dollars in just a decade of operations in the
country. Samsung design centers are located in London, Los Angles, Tokyo, shanghai
and in India. Samsung India has its headquarters in Delhi and has a network of 19
branch offices located all over the country. The Samsung manufacturing complex
housing facilities for color television, color monitors, Refrigerators and washing
machines in Noida, near Delhi. Samsung Made in India Products like color
televisions, color monitors and refrigerators are being exported to Middle east, and
Arab countries from its Noida based manufacturing complex.. Samsung India
currently employs over 1800 employees with around 18 % of its employees working
on Research & Development.
The Market share of major players in refrigerator market is as under
Table 1.2 Source:- CEAMA Report,2010
5
Fig:- 1.4 Source :- CEAMA Report, 2010
Fig:-1.3 Source:- CEAMA Report ,2010
6
2. Whirlpool India
Whirlpool was established in 1911 as first commercial manufacturer of
motorized washers to the current market position of being world's number one
manufacturer and marketer of major home appliances. The parent company is
headquartered at Benton Harbor, Michigan, USA with a global presence in over 170
countries and manufacturing operation in 13 countries with 11 major brand names such
as Whirlpool, Kitchen Aid, Roper, Estate, Bauknecht, Laden and Ignis. Today,
Whirlpool is the most recognized brand in home appliances in India and holds a
market share of over 25%. The company owns three state-of-the-art manufacturing
facilities at Faridabad, Pondicherry and Pune. In the year ending in March '06, the
annual turnover of the company for its Indian enterprise was Rs.13.75 billion.
According to IMRB surveys Whirlpool enjoys the status of the single largest
refrigerator and second largest washing machine brand in India.
3. LG India
LG Electronics was established on October 1, 1958 (As a private Company)
and in 1959, LGE started manufacturing radios, operating 77 subsidiaries around the
world with over 72,000 employees worldwide it is one of the major giants in the
consumer durable domain worldwide. The company has as many as 27 R & D centers
and 5 design centers. It's global leading products include residential air conditioners,
DVD players, CDMA handsets, home theatre systems and optical storage systems.
4. Godrej India
Godrej India was established in 1897, the Company was incorporated with
limited liability on March 3, 1932, under the Indian Companies Act, 1913. The
Company is one of the largest privately-held diversified industrial corporations in
India. The combined Sales during the Fiscal Year ended March 31, 2006, amounted to
7
about Rs. 58,000 million (US$ 1,270 million). The Company has a network of 38
Company-owned Retail Stores, more than 2,200 Wholesale Dealers, and more than
18,000 Retail Outlets. The Company has Representative Offices in Sharjah (UAE),
Nairobi (Kenya), Colombo (Sri Lanka), Riyadh (Saudi Arabia) and Guangzhou
(China-PRC).
5. Toshiba India
Toshiba India Private Limited (TIPL) is the wholly owned subsidiary of
Japanese Electronic giant Toshiba Corporation and was incorporated in India on
September 2001. Toshiba had a presence in India since 1985 and was represented in
India through their Liaison Office.
6.Sony India
Sony Corporation, Japan, established its India operations in November 1994.
In India, Sony has its distribution network comprising of over 7000 channel partners,
215 Sony World and Sony Exclusive outlets and 21 direct branch locations. The
company also has presence across the country with 21 company owned and 172
authorized service centers.
7. Sharp India Ltd
Sharp India ltd was incorporated in 1985 as Kalyani Telecommunications and
Electronics Pvt Ltd, the company was converted into a public limited company in the
same year. The name was changed to Kalyani Sharp India in 1986. The company was
entered into a joint venture with Sharp Corporation, Japan - a leading manufacturer of
consumer electronic products to manufacture VCRs/VCPs/VTDMs. The company
manufactures consumer electronic goods such as TVs, VCRs, VCPs and audio
products. The products were sold under the Optonica brand name. Sharp has a
production base in 26 countries with 33 plants, and its products are used in 133
8
countries. The company was accredited with the ISO -9001 certification in the month
of February, 2001.
8. Hitachi India
Hitachi India Ltd (HIL) was established in June 1998 and engaged in
marketing and sells a wide range of products ranging from Power and Industrial
Systems, Industrial Components & Equipment, Air Conditioning & Refrigeration
Equipment to International Procurement of software, materials and components.
Some of HIL’s product range includes Semiconductors and Display Components. It
also supports the sale of Plasma TVs, LCD TVs, LCD Projectors, Smart Boards and
DVD Camcorders.
Fig 1.5 Source:- CEAMA Report,2010
9
Fig 1.6 Source :- CEAMA Report,2010
Fig 1.7 Source:- CEAMA Report,2010
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under the trading group, and with the housing development headquarter under the
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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.
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 and best building with the average height of 190 fts, Burj Dubai.
Notably, Raemian, one of Samsung’s signature apartment complexes is a
remarkable triumph, hailed as new standard-setting luxury housing. The success of
Raemian, topping the National Customer Satisfaction Index (NCSI) in the apartment
category for eight consecutive years, has driven up our overall market share in
housing development to the top of the scale as well as the top company across the
world.
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15
1.3 SWOT Analysis:-
OPPORTUNITIES AND CHALLENGES
1.3.1. Challenges
Heavy taxation in the country is one of the challenges for the players. At its
present structure the total tax incidence in India even now stands at around 25-
30 per cent, whereas the corresponding tariffs in other Asian countries are
between 7 and 17 %.
About 65 per cent of Indian population that lives in its villages still remains
relevant for some consumer durables companies. This India, at least a large
proportion of its constituents, still buys black and white TVs and doesn't know
what flat screens are. Also, foraying into these rural markets has a
considerable cost component attached to it.
Companies not only have to set up the basic infrastructure in terms of office
space, manpower, but also spend on transportation for moving inventory. Even
LG and Samsung, which are touted as having the largest distribution network
in the country, have a direct presence only in 15,000 to 18,000 of the around
40,000 retail outlets (for consumer durables) in the country.
Poor infrastructure is another reason that seems to have held back the industry.
Regular power supply is imperative for any consumer electronics product. But
that remains a major hiccup in India.
1.3.2 Opportunities :-
The rising rate of growth of GDP, rising purchasing power of people with
higher propensity to consume with preference for sophisticated brands would
provide constant impetus to growth of white goods industry segment.
16
Penetration of consumer durables would be deeper in rural India if banks and
financial institutions come out with liberal incentive schemes for the white
goods industry segment, growth in disposable income, improving lifestyles,
power availability, low running cost, and rise in temperatures.
While the consumer durables market is facing a slowdown due to saturation in
the urban market, rural consumers should be provided with easily payable
consumer finance schemes and basic services, after sales services to suit the
infrastructure and the existing amenities like electricity, voltage etc.
Currently, rural consumers purchase their durables from the nearest towns,
leading to increased expenses due to transportation. Purchase necessarily done
only during the harvest, festive and wedding seasons — April to June and
October to November in North India and October to February in the South,
believed to be months `good for buying’, should be converted to routine
regular feature from the seasonal character.
Rural India that accounts for nearly 70% of the total number of households,
has a 2% penetration in case of refrigerators and 0.5% for washing machines,
offers plenty of scope and opportunities for the white goods industry. The
urban consumer durable market for products including TV is growing annually
by 7 to 10 % whereas the rural market is zooming ahead at around 25 %
annually. According to survey made by industry, the rural market is growing
faster than the urban India now. The urban market is a replacement and up
gradation market now.
17
The increasing popularity of easily available consumer loans and the
expansion of hire purchase schemes will give a moral boost to the price-
sensitive consumers. The attractive schemes of financial institutions and
commercial banks are increasingly becoming suitable for the consumer.
Consumer goods companies are themselves coming out with attractive
financing schemes to consumers through their extensive dealer network. This
has a direct bearing on future demand.
The other factor for surging demand for consumer goods is the phenomenal
growth of media in India. The flurry of television channels and the rising
penetration of cinemas will continue to spread awareness of products in the
remotest of markets.
The vigorous marketing efforts being made by the domestic majors will help
the industry. The Internet now used by the market functionaries that will lead
to intelligence sales of the products. It will help to sustain the demand boom
witnessed recently in this sector. The ability of imports to compete is set to
rise. However, the effective duty protection is still quite high at about 35-40
per cent. So, a flood of imports is unlikely and would be rather need based.
Reduction in import duties may significantly lower prices of products such as
microwave ovens, whose market size is quite small in India. Otherwise, local
manufacturing will continue to stay competitive. At the same time, there will
be some positive benefits in the form of reduction in input costs. Washing
machines and refrigerators will also benefit from lower input costs.
18
1.3.3 Strengths :-
From the survey conducted following are main strengths of Samsung:-
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.
In AC segment LG got the highest recommendation 32 percent, Samsung got
31 percent, Haier got 17 percent and Videocon got the 20 percent
recommendation.
The analysis of the sales data reflects that the sale of Samsung is increasing
year after year in comparison to its competitors.
Nearly 80 % of consumers are having the positive opinion about Samsung and
Nearly 90 % of consumers are aware of it.
Samsung is the only company in India have more than 15 regional offices in
India and nearly 1800 Indian Employees. It thus has adopted the polycentric
approach and for this reason it is the most known brand till today.
Samsung is having the largest R & D centre of all Multinational Companies
operating in India. It thus shows the Samsung is much more concentrating on
new product developments as compared to its competitors.
1.3.4 Weakness :-
From survey conducted by us we found following weakness in case of Samsung:-
Most of the people feel that advertisement is not up to the mark i.e. it does not
provide clear picture about the Product Being promoted and its schemes. So
proper measure should be taken to make the overall advertisement more
informative and creative.
Samsung India Electronics should also target the lower End markets where
19
their sale is very low due to the existence of the local players.
Samsung should make the market strategy keeping in mind both the lower-end
as well as the premium markets.
Samsung should also concentrate on the product category gap between the
branded and the local players to win the competition in the long run.
20
1.4 Literature Review
Kapferer and Giles2 (1993):- Research conducted by this expert provides an idea on
consumer involvement profile during the purchase. It talks in detail about the various
situational factors, product factors and the role that image advertising plays in
influencing the consumer perceptions of the overall brand. Thus the paper gives
useful insights for framing the questionnaire especially related to the topic of the
consumer perception.
Lynch and John5 (1998):- Research conducted by the researchers Lynch and
John gives the idea about the consumers perception of the top computer brands in the
USA . It shows that while purchasing the computers which attributes of the product
especially computers are taken into consideration by consumers as well as how the
brand name contributes in the overall purchase decision.
Lane, Vicki R.3 (2000):- Researchers the impact of Ad repetition and Ad content
on the consumers perception about the overall brand. It talks that how by framing the
advertisement in the creative manner a marketer can influence the consumers overall
perception about the overall brand. It also shows the role that an advertising content
plays in influencing the consumers thoughts about the brand.
Ovidiu I. Mosiecu 7(2000):- Brand awareness, as one of the fundamental dimensions
of brand equity, is often considered to be a prerequisite of consumers’ buying
decision, as it represents the main factor for including a brand in the consideration set.
Brand awareness can also influence consumers’ perceived risk assessment and their
confidence in the purchase decision, due to familiarity with the brand and its
characteristics. On the other hand, brand awareness can be depicted into at least two
facets – unaided (brand recall) and aided (brand recognition) – each of the two facets
having its more or less effective influence on buying decision and perceived risk
assessment. This paper tries to reveal, on one hand, the importance of unaided brand
awareness when it comes to consumers’ buying decision and, on the other hand, the
importance of aided brand awareness when assessing the perceived risk associated
with the purchase. The analysis is conducted in a comparative manner, considering
the case of durable versus non-durable products, and with focus on urban Romanian
consumers.
21
Shu-Hsien Liao8 (2000):‐ Through his research Mr.Shu investigated direct and
indirect relationship between brand equity constructs which includes brand awareness,
brand association, perceived quality, and brand loyalty. It implements Structural
Equation Modelling with LISREL to examine the hypothesis. The finding showed that
there is a significant and positive direct effect between brand awareness toward brand
associations, and brand association toward perceived quality and brand loyalty.
Dr Leif E. Hem 4 (2001):- Through his research Leif investigated the impact of
category similarity, brand reputation, perceived risk and consumer innovativeness on
the success of brand extensions in FMCG, durable goods and services sectors. A set
of hypotheses were developed and tested in a study amongst 701 consumers. The
findings show that extensions into categories more similar to the original brand tend
to be more readily accepted. Likewise, the reputation of the original brand is an
important factor influencing the success of the extension. These findings are
consistent across FMCG, durable goods and services brands. However, perceived risk
about the extension category was only found to enhance acceptability of extensions
Nico Martin 6 (2001):- Research conducted by this expert talks about the
consumers perception on electronic commerce. It talks about the various aspects that
the consumers take in consideration while making use of electronic commerce. This
paper provides deep sights on what the researcher should have to consider while
determing the consumer perceptions so that effective analysis can be made of.
Justin Benek 1(2010):- Exploratory Research study done by Justin serves to
investigate the perceptions of fast moving private label brands in the South African
grocery food sector. Successful positioning of these brands has been achieved
globally, most notably in developed markets. . To this end, research has been
undertaken in order to better understand the current position these brands occupy in
the minds of South African consumers. Included in the study is the consideration of
critical branding elements such as trust, availability, pricing, packaging, etc. The
knowledge gained through this research should ideally facilitate the process of
advancing private label brand research in an academic context and improving brand
positioning, increasing market share and optimizing profit extracted from private label
brands in a managerial context.
22
1.5 Relevance of the Present Study
A Grand Project gives an opportunity to the students to interact closely with
the industry. After the completion of foundation courses, GP gives the student a
chance of doing the work on the one hand and gaining the practical experience on the
other. The theory that one had learnt in classrooms and the real aspects in the industry
vary drastically. At the first instance it might seem as that theory would be of no help
in dealing with the real life cases and situations. But once on dealing with those
situations one would realize how important the theoretical framework is in building a
strong foundation through which one can approach any problem with multiple
perspectives and that too with the confidence into me.
This project was a wonderful opportunity to put into practice the tools,
techniques and skills learnt in the three semesters of my MBA course. It has been an
amazing experience to put in the application almost all the subjects that I had learnt
into one single project. Right from the approach to the problem till the report writing
and presentation of the recommendations these skills and techniques learnt have been
the great aid. The basic approach to any problem with clear understanding of the
objective of the problem and then moving on to determine the methodology to solve
the problem at hand, which was taught as a part of the human resource course, came
in handy to get the right start for the project. The summer internship project has
brought in me one major change which I am sure would be the key to success in all
my future endeavors. There has been a change in my attitude. I have learnt that to
succeed one cannot be sufficient with the specialized and limited knowledge rather
one should always be open to continual learning and bring in discipline in life to
channelize the one’s strengths in the right direction.
23
CHAPTER – 2
Research Methodology
Basically ‘Research’ means systematic investigation to establish facts or
principles or to collect information on a subject. In the broadest sense of the word, the
definition of research includes any gathering of data, information and facts for the
advancement of knowledge. With this view the research is undertaken as under:-
2.1 Research 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.
The objective of doing the project is to:
1) To identify the Dealer and Consumer perception about the Samsung products with
respect to its competitors in Color Television & A.C. segment.
2) To study awareness of Brand Samsung among the consumers.
3) To suggest some differentiating strategies to stay ahead in competition in Color
Television & A.C. segment.
24
2.2 Research Design:-
- Types of Research: -The research undertaken includes both the descriptive
research and objective research. The objective research was undertaken for
consumer survey and descriptive research was undertaken for competitive
analysis.
- Data Sources: - The data sources utilized for resource includes both the
primary data and secondary data. The primary data was utilized for the
consumer survey while secondary data was utilized for competitive analysis.
- Research Methods: - The methods utilized for research comprises of survey /
schedule method as well as also involves the personal interaction. The survey
method was adopted for consumer survey while personal interaction strategy
was adopted for competitive analysis.
- Research Technique: - For making the consumer survey the research
technique adopted was structured questionnaire.
- Type of Questions: - The Questions included in the questionnaire for dealer
& consumer Survey were mostly the closed ended ones and some were open
ended ones.
- No of Questions: - The Questionnaire for dealers and retailers for both
Color TV & Air conditioner includes 16 questions. While the questionnaire
for consumers included only 10 questions.
- Place of Research: - The consumer survey was conducted in the district of
Rajkot in areas like proper city of Rajkot, Vankaner, Jetpur, Gondal, Morvi
etc.
- Sampling Method: - The Sampling Technique used was convenience
Sampling
25
- Sample Size: - The sample size selected for consumer research was 100
consumers and for dealer analysis size of 100 retailers and dealers was
selected.
26
CHAPTER -3
Research Findings and Analysis:-
A) From Dealers and Retailers Survey.
B) From Customer Analysis.
Major Findings and Analysis from dealers and retailers survey are ----
ANALYSIS OF THE DEALERS QUESTIONNAIRE FOR (CTV)
For this purpose we conducted a survey with the sample size of 100. This sample
includes the dealers and the retailers in the area of Rajkot 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 starting of our questionnaire was with the question
1 .Which of the following brands of CTV, you are dealing in?
This question mainly gives the idea that how many dealers and the retailers are
dealing in single and multiple brands Fig shows that out of 100 dealers and retailers
who were part of survey in Rajkot and surroundings 60 were dealing in the single
brand only and the 7 were dealing in multiple brands.
--
2
S
in
th
T
2
--
---------------
. How man
Mainly th
amsung, So
nterested in k
he proportion
This question
9, 21 inch di
---------------
Dealer
Dealer
---------------
ny models d
he 15, 21,
ony, LG, Ha
keeping the
n.
n also bough
isplay as com
---------------
rs who prefer s
rs who prefer t
Average
---------------
do you displ
29, LCD
aier, Videoco
brand most
ht up an idea
mpared to th
---------------
23%
10%
Deasingle brand
three Brands
318
22
e Propor
27
---------------
ay for each
& PLASM
on and the
sold. The ch
a that lower e
hat of high en
---------------
60%%
7%
alers RatDealer
Dealer
20
37
rtion of store
----------------
brand?
A were co
major deale
hart shows th
end markets
nd market.
----------------
tiors who prefer t
rs who prefer m
Display
---------------
nsidered fo
ers and the r
hat out of th
s have more
---------------
two brands
more than 5 br
at each
Pla
LC
15
21
29
---------------
or the brand
retailers wer
he total surve
proportion o
------------
rands
asma
CD
5 inch TV
1 inch Tv
9 inch
--
ds
re
ey
of
28
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.
THE HIGHEST SELLING MODELS
Samsung 21inch Plano- Z30 , Z43
LG 21inch Flatron -21FD 2RG- TX, 21FC8RG-AX
Haier 21inch Platron- 21F2A, 21F9D
Videocon 21inch Challenger-
Sony 21inch KVHM213 M80, KVFA 21M 83
4 . To what extents, following brands of CTV are preferred by customers?
This question was mainly asked to have an overview of how the customer responds to
a particular brand and the results are shown below in the following chart.
------------------------------------------------------------------------------------------------------
0%
5%
10%
15%
20%
25%
30%
35%
40%
Samsung Sony LG Videocon Haier
Customer brand prefrence in LCD
5
p
re
A
qu
Q
. What is
urchase dec
With
eveals what t
Segmen
15 inch
21inch
29inch
LCD
PLASM
Average dem
uestion.
Question 6 w
C
the price b
cision?
this questio
the consume
nt
MA
mand for the
was an open e
22%
1
CUSTOM
band for w
on the majo
er need in th
Brand
Videoc
Samsun
Sony/S
Samsun
Samsun
brand has b
ended questi
26%
%
12%
8%
ER PREF
29
which the c
or objective
e particular
con
ng/LG
Samsung
ng
ng/LG
been also est
on.
32%
%
FERENCE
customer lo
of my surv
segment as s
Pr
5,
9,
15
40
55
timated with
E FOR BR
ooks for w
vey was acc
shown in the
rice range
,000-6,000
,000-10,000
5,000-17,000
0,000-55,000
5,000-60,000
h the finding
RAND
SONY
SAM
LG
VIDE
HAIE
while makin
complished
e table below
0
0
0
gs of the sam
Y
SUNG
EOCON
ER
ng
it
w.
me
7
W
m
w
. What is
With the sur
markets like y
was 60: 40 as
While in t
the propo
----------
low-
the expecte
rvey and the
yagnik road,
s shown in p
the lower en
ortion of P
---------------
80%
Proport
-end Custom
Proportio
d percentag
en the analy
, kalavad roa
ie chart
nd markets li
Premium an
---------------
20%
tion of cm
mer 40%
on of custo
30
ge of custom
ysis of the
ad , the ratio
ike Jetpur, G
nd low end
---------------
%
ustomemarket
P
omers in h
mers who ar
data conclu
o of premium
Gondal, Mor
d customer
----------------
rs in low
Pr
lo
remium Cu
high end m
re willing to
des that in
m and low e
rvi and outsk
is of the
---------------
w end
remium custom
wend custome
ustomer 60%
markets
pay?
the high en
end customer
kirts of Rajko
ratio 20:8
---------------
mers
ers
%
nd
rs
ot
0.
--
8. what
them)?
------------
9. what i
After
obtained
under
Brand
Samsu
Sony
L.G
Video
Haier
------------
are the pa
---------------
is the annua
taking out t
are that the
d Name
ung
ocon
r
---------------
23%
10%
7%
Paramcons
rameters on
---------------
al estimated
the average
e average an
A
---------------
%
10%
meters thsideratio
31
n which co
---------------
d sales of CT
of the low-e
nnual sales
Annual aver
---------------
50%
hat consuon in ma
nsumers m
---------------
TV?
end and prem
of the prem
rage estimat
6192
5676
6708
2580
1032
---------------
umer taking pur
make his pur
---------------
mium marke
mium end m
ted sales
pieces p. a
pieces p a
8 pieces p .a
pieces p. a
pieces p .a
---------------
kes intorchase
percentage owho conside
percentage owho conside
percentage owho considefeaturespercentage owho considedesign
rchase (ran
---------------
ets the resul
market was a
---------------
o
of persons ers brand
of persons ers price
of persons ers product
of persons ers product
nk
--
lts
as
--
32
10. 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 below
---------------------------------------------------------------------------------------------------
11. Does customer come with prior knowledge/information about particulars brands of CTV?
12. When customers mostly visit showroom for buying CTV?
Question 11& 12 mainly help in predicting that which offer attracts the
customer the most and the results obtained after the analysis work are shown below in
the following bar chart:-
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
1 2 3 Any other
Customer Decision Index
Visit to Show room
33
---------------------------------------------------------------------------------------------------
13. What is the most acceptable size in CTV now days?
The question mainly emphasized on bringing out the most acceptable size of CTV
in each segment and thus the results obtained are shown as under.
Segment Size
CTV 21
LCD 31
PLASMA 42
-------------------------------------------------------------------------------------------------------
0%
10%
20%
30%
40%
50%
60%
70%
Discount offer exchange offer new features Any other
Customer Visit Index
144. Below
from
(Rank
The
visual mo
influenced
------------
The other
to be loya
w are differ
1 to 7, on th
k1=high, Ra
major mode
ode that com
d them 17%
---------------
r two questio
al to the bran
20%
Influ
rent modes
he basis of t
ank 7 = low)
es of promo
mprises of 59
this is show
---------------
onnaires wer
nds in which
21%
%10%
uencial
34
of promot
their influen
otion that in
9% print me
wn in chart
---------------
re generally
h they were d
modes o
tion. Please
nce on custo
nfluenced th
edia occupyi
---------------
ignored by
dealing.
49%
of promo
e rank follo
omer.
he customer
ing 24% and
---------------
the retailers
otion
A
P
In
T
owing mode
rs was audi
d other mode
---------------
s as they trie
Audio Visual
Print Media
nternet
rade shows
es
io
es
--
ed
35
ANALYSIS OF THE DEALERS QUESTIONNAIRE FOR (AC)
For this purpose we conducted a survey with the sample size of 100. This
sample includes the dealers and the retailers in the area of Rajkot 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 started 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 is as shown below:-
------------------------------------------------------------------------------------------------------
single Brandmultiple brand
Multiple brand 32%
Single brand 68%
Dealer Ratio
36
2. 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:
-------------------------------------------------------------------------------------------------------
3 . 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 in the following
table
Capacity Samsung
w/s
LG
w/s
Bluestar
w/s
Videocon
w/s
Haier
w/s
1 Ton 2/1 2/1 2/1 1/1 1/0
1.5 Ton 3/2 3/1 2/2 1/1 1/1
2.0 Ton 1/1 1/1 1/0 1/0 5/0
Brand Name
37
Brand Model
Samsung 18QB
LG W18G2
Videocon SB1608
Blue star WAM181YB
Haier HW12DX
-------------------------------------------------------------------------------------------------------
4 . To what extents, following brands of AC are preferred by customers?
The major brands preferred by the customers according to the options given are
-------------------------------------------------------------------------------------------------------
0%
5%
10%
15%
20%
25%
30%
35%
Samsung LG Videocon Bluestar Haier
Brand Prefrence by customers
38
5. 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.
-------------------------------------------------------------------------------------------------------
7. What is the expected percentage of customers who are willing to pay ?
The analysis of the data reveals that the proportion of premium customers is around
78% as compared to that of low-end customers that comprise of only 22% .
-------------------------------------------------------------------------------------------------------
Premium Customers 78%
Low-end customers 22%
Proportion of Premium & Low-end Customers in Market
Segment Price Band
1.0 Ton 11,000-15,000
1.5 Ton 16,000-25,000
2.0 Ton 30,000-40,000
39
8. 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 this analysis work
constitute the limited sample size and thus may not predict the correct figures. The
word season means the month of March, April, May, June.
Brand Name Annual average estimated
sales
Samsung 24000 pieces per season
LG 27000pieces per season
Blue star 25200pieces per season.
Videocon 15000pieces per season.
Haier 7800pieces per season.
-------------------------------------------------------------------------------------------------------
9. 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%.
--
1
T
th
--
---------------
0. At which
This mainly g
hey enter in t
---------------
Brand
0%10%
20%30%
40%50%60%
70%80%
90%100%
---------------
h visit, custo
gives an ove
to show room
---------------
28
Cusd Name Fe
1
---------------
omer genera
erview of ho
m. The resul
---------------
22
8%
2%
stomer Peatures P
Visit t
Consum
40
---------------
ally finalize
ow customer
lts of this an
---------------
2%
6%
Prefrencrice Deale
2
to Showroo
mer Decisio
----------------
his/her deci
rs make their
nalysis are sh
----------------
42%
ce Indexers Communci
Any other
m
on Index
---------------
ision for bu
r purchase d
hown below
---------------
xiation Des
S
---------------
uying AC?
decision whe
---------------
sign
Series1
--
en
--
41
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 below
----------------------------------------------------------------------------------------------------
Q14. Below are different modes of promotion. Please rank following modes
from 1 to 7, on the basis of their influence on customer.
The major modes of promotion that influence the customer were audiovisual
64%, Print media 28%, Tradeshows 8%.
0%
10%
20%
30%
40%
50%
60%
Discount offer exchange offer Guift options Any other
Customer Visit Index
42
-------------------------------------------------------------------------------------------------------
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 below :-
0%
10%
20%
30%
40%
50%
60%
70%
Audiovisual Print Media Tradeshows
Series1
Promotional Technique Index
0%
5%
10%
15%
20%
25%
30%
35%
40%
Samsung LG Bluestar Videocon Haier
Dealers Recommendation for the Brand
43
FINDINGS FROM THE CONSUMER QUESTIONNAIRE
For this purpose we 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.
1) The first question is which of the following Brands deal in consumer durables?
As shown in the figure, the response was 100% positive
-------------------------------------------------------------------------------------------------------
2) ‘How do you make your purchase decisions?’
Following figure 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.
consumer durables
1100%
44
-------------------------------------------------------------------------------------------------------
3) Which purchase pattern is followed at your place?
This question tells about how many people really take the help of there near and dear
ones while making the purchase decision and also helps the marketers to target the
appropriate segment. The result shows that 78% of the consumers take the help of
their family and around 22% of the consumers go for the individual decision while
making the purchase decisions
------------------------------------------------------------------------------------------------------
4) On which of the following parameters you make your purchase decision?
(Rank them according to your preference)
Individual
family
78%
Purchase pattern of consumers
22%
aided
unaided
84%
aided
16%
Purchase decision
45
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 Explains it more clearly
Parameters for purchase decision
Rating Price Product Quality Brand name Packaging Features
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
0
10
20
30
40
50
1 2 3 4 5 6 7
Price
Rating
46
Product
0
20
40
60
80
1 2 3 4 5 6 7
Product
Rating
Packaging
0
20
40
60
80
100
1 2 3 4 5 6
Packaging
Rating
Quality
05
10152025303540
1 2 3 4 5 6
Quality
Rating
47
-------------------------------------------------------------------------------------------------------
5) Which Brands of consumer durables you have been using before?
6) Which consumer durables you posses at your home presently?’
7) Do you feel like shifting to some other brand or you are fully satisfied with the
present one?
These three questions mainly bring out the picture how the consumers follow the
trends in the industry these questions mainly emphasize on the consumer loyalty
level. Out of around 100 consumers 42% continued with the same brand, 36% shifted
Brand name
0
10
20
30
40
50
1 2 3 4 5 6 7
Brand name
Rating
features
0
10
20
30
40
50
1 2 3 4 5 6
features
Rating
48
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.
Consumer loyalty level
-------------------------------------------------------------------------------------------------------
8). Please rate the following brands of CTV on the scale of 1 to 5?
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.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..
05
1015202530354045
continuing withsame brand
Shifted to someother brand
Planning to shift
Trend in consumer durable industry
49
-------------------------------------------------------------------------------------------------------
9). Please rate the following brand of AC on the scale of 1 to 5?
Where 1 mean poor service and 5 mean excellent service
This question also tested the knowledge of consumers who are well aware of the
existing brands of AC 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, Cooling effect and efficiency. The results
obtained for the quality rating for AC Segment for Bluestar, Samsung, LG, Haier, and
Videocon. Are shown in the fig. where 42% of the consumers have rated 5 LG on the
contrary Samsung emerged as the leader in this segment with 46% of the consumers
rating it maximum on the scale of 5. Followed by the other brands.
0
10
20
30
40
50
60
Sony Samsung Haier Videocon LG
Quality Rating
Consumer Rating Chart for CTV
50
-----------------------------------------------------------------------------------------------------
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 today.
Awareness among people 95%
Positive opnion among people
80%
Consumer Awareness and Opinion chart
0
5
10
15
20
25
30
35
40
45
50
Samsung LG Vediocon Haier Bluestar
Quality rating
Consumer Rating Chart for AC
51
CHAPTER-4
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.
4.1 Implications of the Present Study:-
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.
Consumer Durables play a major role in the life of each individual.
The dealers are the inseparable pillar between the company and the ultimate
consumer.
Retailers can sell anything to the consumers if rewarded with appropriate
incentives.
Dealers are happy keeping the single brand.
Retailer like keeping variety brand so as not to let the consumer leave the
counter until he affect sales.
The retailers of remote areas of Rajkot i.e. Morvi, Vankaner, Gondal ,Jetpur
etc have different perception about Different segments of CTV&A.C.
Retailers like to stock the most sellable models of the company rather than the
display models being promoted by the company.
52
The dealers in areas like Yagnik Road, Kalavad Road are targeting high
profile people.
The markets of Morvi, Vankaner, Gondal ,Jetpur are the low end markets.
The percentage of premium end customers in central Rajkot is around 90% as
compared to of 30% in outskirts of Rajkot.
Low end markets of Rajkot have very less market for 1.5 & 2 ton Air
conditioners.
The retailers in Morvi are in a better position to tackle consumers as compare
to that of other remote areas.
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.
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.
AC segment: In AC segment LG got the highest recommendation 32 percent,
Samsung got 31 percent, Haier got 17 percent and Videocon got the 20 percent
recommendation.
The analysis of the sales data reflects that the sale of Samsung is increasing
year after year in comparison to its competitors.
The ranking of the brands have the positive relation with design, price and
others have the negative correlation.
53
4.2 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 Rajkot. Due to small
sample size, the finding may not be a true representative and it cannot be
generalized across India.
Biasness of the respondent.
Lack of sufficient information.
Difficulty in gathering the reasonable data.
It’s all about the future predictions and future is unknown.
4.3 Scope of Further Study:-
There is a scope of future and detailed study of the more retail outlets of other
territories to study buying and consumption pattern of particular segment in that
region and also the impact of communication in that region. Also there is a wide
scope to study the marketing activity of other small and big companies in the other
parts of country which would reveal how and why the particular brands are successful
in particular regions only.
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4.4 Suggestions:-
The Companies should more concentrate on R&D rather than wasting their
money in various Sales promotional techniques.
Most of the people feel that advertisement is not up to the mark i.e. it does not
provide clear picture about the Product Being promoted and its schemes. So
proper measure should be taken to make the advertisement more informative
and creative.
Samsung India Electronics should also target the lower End markets where their
sale is very low due to the existence of the local players.
Samsung should make the market strategy keeping in mind both the lower-end
as well as the premium markets.
Samsung should also concentrate on the product category gap between the
branded and the local players to win the competition in the long run.
55
BIBLIOGRAPHY
Reports and Research Papers:-
1. Justin Benek (2010):- African Journal of Business Management, vol (4) ,pp-203.
2. Kapferer and Giles (1993):- Further Evidence on the Consumer Involvement
Profile: Five Antecedents of Involvement”, Psychology and Marketing, 10, (July/
august), pp. 347-355)
3. Lane, Vicki R. (2000):- The Impact of Ad Repetition and Ad Content on Consumer
Perceptions of Incongruent Extensions”, Journal of Marketing, 64 (April), pp. 80-91.)
4. Dr Leif E. Hem(2001):-“Factors influencing the Brand Awareness and Brand
extensions”
5. Lynch and John (1998):- “Consumers Beliefs of Top US Computer Brands”,
Journal of Academy of Marketing Science, 27 (Summer), pp. 367-376)
6. Nico Martin (2001):- "Consumer Perception of Electronic-commerce," South
African Computer Journal, 27, 27-33, 2001)
7. Ovidiu I. Mosiecu(2000):- The importanc of brand awareness in consumers’
buying decision and perceived risk assessment by Ovidiu I. Mosieud Babeş-Bolyai
University of Cluj-Napoca
8. Shu-Hsien Liao (2000):‐ study of the relationship between brandawareness, brand
association, perceived quality, and brand loyalty, Dept. of Management Sciences and
Decision Making, Tamkang University
.
56
Books:-
1) C.R.Kothari :- “Research Methodology”
2) Kevin lane Keller :- “ Strategic Brand Management”.
3) Naresh Malhotra :- “Marketing Approach- An Applied Oriented Research”
4) Philip Kotler:- “ Marketing Management”
Webiliography:-
http://www.samsung.com
http://www.sony.com
http://www.indiainbusiness.nic.in/industry...
http://www.haier.com
http://www.lgindia.com
http://www.videocon.com
http://www.bluestar.com
http://www.marketingpower.com
http://www.hbs.edu/research/pdf/06-059.pdf
http://gdex.dk/ofdi/29%20Kale%20Dinar.pdf
http://iis-db.stanford.edu/pubs/11893/Smith.pdf
http://tspace.library.utoronto.ca/retrieve/2376/ej99003.pdf
http://www.researchandmarkets.com/reports/53984/
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Annexure
Questionnaire on CTV
Q1. Which of the following brands of CTV, you are dealing in? (Please Tick)
a) LG b) Samsung
c) Videocon d) Sony
e) Haier f) Any Other (Please Specify) ______
Q2 How many models do you display for each brand?
15
Samsung LG Haier Sony Videocon
21
29
LCD
PLASMA
Q3 which are the two highest selling models of each company in CTV & their
prices?
Samsung -…………………………………………………………
LG…… -…………………………………………………………
Haier… -…………………………………………………………
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Videocon-…………………………………………………………
Any other-…………………………………………………………
Q4. To what extents, following brands of CTV are preferred by customers?
(Mark the appropriate preference level by ticking against respective brand)
Brands Very High High Low Very Low Nil
LG
Samsung
Hiear
Videocon
Sony
Q5 what is the price band for which the customer looks for while making
purchase decision?
Segment Brand Price
15 ………… …………
21 ………… …………
29 ………… …………
LCD ………... …………
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Plasma ………… …………
Q6 is customer ready to pay premium for additional features?
…………………………………………………………………………..
Q7 what is the expected percentage of customers who are willing to pay
Premium ……………. Low-end …………..
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
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?
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a) At Fist Visit c) At Third Visit
b) At Second Visit d) Any Other (Please Specify) ___
Q11. Does customer come with prior knowledge/information about particulars
brands of CTV?
a) Yes b) No
If yes, what types of information/knowledge, they have?
a) About Discount Offer.
b) About Exchange Offer.
c) About New Features.
d) Any Other (Please Specify) ___________________________
Q12. When customers mostly visit showroom for buying CTV?
a) During Exchange Offer c) During discount Offer
b) During Gift Option Offer d) Any Other (Please Specify)_________
Q13. What is the most acceptable size in CTV now days?
Color TV 14 inch 21 inch 29 inch
LCD TV 22 inch 40 inch 52 inch
Plasma TV 36 inch 42 inch 46 inch
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)
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a) Television ________ e) Radio ________
b) Newspapers ________ f) Magazines ________
c) Pamphlets ________ g) Internet ________
d) Trade Shows ________
Q15. What different complaints are faced by you from your customer?
(Mark √ to appropriate one)
Brand
Complaints
LG Samsung Haier Videocon Sony
Bad Picture
quality
Problem with
Picture tube
High Electricity
Consumption
Fading of Color
Q16. Which Brand you Recommend and why?
………………………………………………………………………………………
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PERSONAL PROFILE
Dealer’s Name: ____________________________
Address: ____________________________
Ph. No.:- ____________________________
Date: Sign/
Stamp
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Questionnaire on A.C
Q1.Which of the following brands of AC, you are dealing in? (Please Tick)
a) LG d) Samsung
b) Videocon e) Blue star
c) Haier f) Any Other (Please Specify) ______
Q2. How many models do you display for each brand?
Capacity
Samsung
W/S
LG
W/S
Haier
W/S
Bluestar
W/S
Videocon
W/S
1.0 Ton
1.5 Ton
2.0 Ton
Q3 . which are the two highest selling models of each company in AC & their
prices?
Samsung -…………………………………………………………
LG…… -…………………………………………………………
Haier… -…………………………………………………………
Videocon-…………………………………………………………
Any other-…………………………………………………………
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Q4.To what extents, following brands of AC are preferred by customers?
(Mark the appropriate preference level by ticking against respective brand)
Brands Very High High Low Very Low Nil
LG
Samsung
Hiear
Videocon
Blue Star
Q5. What is the price band for which the customer looks for while making
purchase decision?
Segment Brand Price
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
Premium ……………. Low-end …………..
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Q8. what is the annual estimated sales of AC?
Brand Amount
o Samsung …………..
o L.G …………..
o Videocon .………….
o BlueStar .………….
o Haier …………..
Q9. Please rank each of the following features from 1 to 5 on the basis of their
importance to customers.
Rank 1= the most importance feature
Rank 5=the least important feature
Feature Rank Order
a) Price _________
b) Design _________
c) Features _________
d) Dealers Communication _________
e) Brand Name _________
Q10. At which visit, customer generally finalize his/her decision for buying a
AC?
a) At First Visit c) At Third Visit
b) At Second Visit d) Any Other (Please Specify) ___
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Q11. Does customer come with prior knowledge/information about particulars
brands of AC?
a) Yes b) No
If yes, what types of information/knowledge, they have?
a) About Discount Offer.
b) About Exchange Offer.
c) About New Features.
d) Any Other (Please Specify) ___________________________
Q12. When customers mostly visit showroom for buying AC?
a) During Exchange Offer c) During discount Offer
b) During Gift Option Offer d) Any Other (Please Specify)________
Q13. What is the most acceptable size in AC now days?
a) 1Tone b) 1.5Tone c) 2 Tone
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)
a) Television ________ e) Radio ________
b) Newspapers ________ f) Magazines ________
c) Pamphlets ________ g) Internet ________
d) Trade Shows ________
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Q15. What different complaints are faced by you from your customer?
(Mark √ to appropriate one)
Brand
Complaints
LG Samsung Haier Videocon Blue Star
Bad cooling quality
Problem with Noise
High Electricity
Consumption
Cost of Maintenance
Q16. Which Brand you Recommend and why?
………………………………………………………………………………………
PERSONAL PROFILE
Dealer’s Name: ____________________________
Address: ____________________________
Ph. No.:- ____________________________
Date:
Sign/ Stamp
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QUESTIONNAIRE FOR CONSUMER
Q1. Which of the following deal in consumer Durables?
a) Samsung b) Sony c) L.G d) Haier
e) Videocon f) Bluestar g) Bajaj h) Hero Honda
Q2. How do you make your Purchase decisions are they?
a) Aided ( with the help) b) unaided ( without help)
Q3. Which purchase pattern is followed at your place?
a) Individual b) Family
Q4. On which of the following parameters you make your purchase decision?
(Rank them according to your preference)
a) Price b) product c) Quality
d) Brand name e) Packaging f) Features
Q5.Which Brands of consumer durables you have been using before?
…………………………………………………………………………………………
…………………………………………………………………………………………
Q6. Which consumer durables you posses at your home presently?
…………………………………………………………………………………………
…………………………………………………………………………………………
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Q7. Do you feel like shifting to some other brand or you are fully satisfied with
the present one?
…………………………………………………………………………………………
…………………………………………………………………………………………
Q8. Please rate the following brands of CTV on the scale of 1 to 5?
Where 1 means poor service and 5 means excellent service
Sony Samsung Haier Videocon LG
Quality
Design
Features
Screen
Resolution
Efficiency
Q9. Please rate the following brand of AC on the scale of 1 to 5?
Where 1 mean poor service and 5 mean excellent service
bluestar Samsung Haier Videocon LG
Quality
Design
Cooling
effect
Durability
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Efficiency
After sales
Service
Q10. How far you are aware about Samsung Products& what is its impression
in your mind?
……………………………………………………………………………………...
……………………………………………………………………………………...
PROFILE OF THE SUBJECT:
Name of Consumer:
…………………………………………………………………………
Address:
…………………………………………………………………………
…………………………………………………………………………
Phone………………………
E-mail id (any)……………………………………………………….
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