samsung project
TRANSCRIPT
A
Project Report On
“A Market Survey of Consumer Durables Product of Samsung
Electronics Ltd”
Submitted in Partial Fulfillment of the Award of Degree ofBachelor of Business Administration (BBA) 2007-2010
Project Guide Submitted ByMr.Jagat Jyoti Barua Vaibhav BansalLecturer,MAIMS Enrollment No. : 0411471707 BBA (Gen) VI Semester Sec A
Maharaja Agrasen Institute of Management Studies Affiliated to Guru Gobind Singh Indraprastha University, Delhi PSP Area, Plot No.!, Sector 22, Rohini Delhi 110086
1
STUDENT DECLARATION
This is to certify that I have completed the Project titled “A Study Of
Consumer Durable Market For Samsung Electronics Ltd” under the
guidance of “Mr. Jagat Jyoti barua” in partial fulfillment for the
requirement of the award of the degree of Bachelor of Business
Administration at Maharaja Agrasen Institute of Management Studies,
Delhi. This is an original piece of work and I have not submitted it earlier
elsewhere.
Vaibhav Bansal
0411471707
BBA (Gen) VI semester Sec A
2
CERTIFICATE
This is to certify Project titled “A Market Survey of Consumer
Durables Product of Samsung Electronics Ltd” is an academic
work done by “Vaibhav Bansal” submitted in the partial fulfillment for the
award of the degree of the Bachelor of Business Administration from
Maharaja Agrasen Institute of Management Studies, Delhi, under my
guidance and direction. To the best of my knowledge and belief the data and
information presented by him in the project has not been submitted earlier.
Mr. Jagat Jyoti Barua
Lecturer, MAIMS
3
ACKNOLEDGEMENT
I take great pleasure in recording my sincere gratitude to the person who helped me in
completing this project by giving their valuable time and guidance. I would like to
express my gratitude towards them.
Mr. Jagat Jyoti Barua, project in charge, for providing me his whole hearted co-operation,
consistent help, valuable guidance at every stage of my project. He has been a source of
consistent and professional evolution of my project. Without his personal guidance I
would have never come to successful and efficient completion of this project.
Also I would like to thanks Dr. N.K.Kakkar for his keen interest and guidance throughout
the course of my training.
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TABLE OF CONTENTS
Page No.
Chapter 1 Introduction 1.1 About the Industry 7 1.2 About the Organization 10
Chapter 2 Research Methodology 2.1 Objectives of study 16 2.2 Research Methodology 17 2.3 Scope of study 19 2.4 Limitations of study 20 2.5 Sources of data collection 21
Chapter 3 Findings and Analysis 3.1 Findings from Primary Data 23 3.2 Findings from Secondary Data 38
Chapter 4 Conclusion 41
Chapter 5 Recommendations 43
Annexure 45
Bibliography 48
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CHAPTER- 1
INTRODUCTION
1.1 Introduction about the Industry
1.2 Introduction about the Organization
6
INDUSTRY PROFILE
The Consumer Durables industry consists of durable goods and appliances for domestic
use such as televisions, refrigerators, air conditioners and washing machines. Instruments
such as cell phones and kitchen appliances like microwave ovens were also included in
this category. The sector has been witnessing significant growth in recent years, helped
by several drivers such as the emerging retail boom, real estate and housing demand,
greater disposable income and an overall increase in the level of affluence of a significant
section of the population. The industry is represented by major international and local
players such as BPL, Videocon, Voltas, Blue Star, MIRC Electronics, Titan, Whirlpool,
etc.
The consumer durables industry can be broadly classified into two segments: Consumer
Electronics and Consumer Appliances. Consumer Appliances can be further categorized
into Brown Goods and White Goods. The key product lines under each segment were as
follows.
Industry Size, Growth, Trends
The consumer durables market in India was estimated to be around US$ 5 billion in
2007-08. More than 7 million units of consumer durable appliances have been sold in the
year 2006-07 with colour televisions (CTV) forming the bulk of the sales with 30 per
cent share of volumes. CTV, refrigerators and Air-conditioners together constitute more
than 60 per cent of the sales in terms of the number of units sold.
7
In the refrigerators market, the frost-free category has grown by 8.3 per cent while direct
cool segment has grown by 9 per cent. Companies like LG, Whirlpool and Samsung have
registered double-digit growth in the direct cool refrigerator market.
In the case of washing machines, the semi-automatic category with a higher base and
fully-automatic categories have grown by 4 per cent to 526,000 units and by 8 per cent to
229,000 units, respectively. In the air-conditioners segment, the sales of window ACs
have grown by 32 per cent and that of split ACs by 97 per cent.
Since the penetration in the urban areas for these products is already quite high, the
markets for both C-TV and refrigerators were shifting to the semi-urban and rural areas.
The growth across product categories in different segments is assessed in the following
sections.
Consumer Electronics
The CTV production was 15.10 million units in 2007-08 and is expected to grow by at
least 25 per cent. At the disaggregated level, conventional CTV volumes have been
falling while flat TVs have grown strongly. Market sources indicate that most CTV
majors have phased out conventional TVs and have been instead focusing more on flat
TVs. The flat segment of CTVs now account for over60 per cent of the total domestic TV
production and is likely to be around 65 per cent in 2007-08.High-end products such as
liquid crystal display (LCD)and plasma display CTV grew by 400 per cent and 150 per
8
Cent respectively in 2009–10 following a sharp decline in prices of these products and
this trend is expected to continue. The audio/video player market has seen significant
growth rates in the domestic market as prices have dropped. This trend is expected to
continue through 2009- 2010, as competition is likely to intensify to scale and capture the
mass market.
9
COMPANY PROFILE
SAMSUNG – Introduction
Samsung grew into a global corporation by facing challenges directly. In the years ahead,
our dedicated people will continue to embrace many challenges and come up with
creative ideas to develop products and services that lead in their markets. Their ingenuity
will continue to chart Samsung’s course as a profitable, responsible global corporation.
SAMSUNG HISTORY
2008
Named Yoon-Woo Lee as a Vice Chairman & CEO of Samsung Electronics
Launched OMNIA phone Completed establishing TV manufactory in Russia Kaluga Became the official sponsor of 2010 Guangzhou Asian
Game Developed the world's first 2Gb 50 NANO Samsung takes No. 1 spot in U.S. cellphone market Opened Global Brand PR Centre ‘Samsung D'light'
No.1 worldwide market share position for TVs achieved for the 9th quarter in a row
2007
No.1 worldwide market share position for TVs achieved for the seventh quarter in a row
Developed the world's first 30nm-class 64Gb NAND Flash™ memory
BlackJack bestowed the Best Smart Phone award at CTIA in the U.S.
Attained No.1 worldwide market share position for LCD for the sixth year in a row
2006 Developed the world's first real double-sided LCD Developed the worlds' first 50nm 1G DRAM
10
Unveiled 10M pixel camera phone Launched "Stealth Vacuum," a vacuum cleaner with the
world's lowest level of noises Launched the worlds' first Blu-Ray Disc Player
Developed 1.72"Super-Reflective LCD ScreenSeptember, 2005 The India Retail Forum has awarded Samsung as the Best Retailer of
the year 2005 in the consumer Durables category. James Damian,
SVP, Best Buy and his team handed over the award to Mr. Ravinder
Zutshi, Dy MD and Samsung India at the India Retail award function
held in Mumbai on 16th September.
February 2005 Mr. S. H. Oh appointed as the President and Chief Executive Officer
of Samsung South West Asia.
November 2004 Samsung received the Golden Peacock Special commendation
Certificate for Corporate Social Responsibility (Private Sector) for
the year 2004 from Mr. Shivraj Patil, Union Home Minister.
February 2004 India made regional headquarters for Samsung Southwest Asia.
February 2004 Mr. K. S. Kim appointed as the First President and Chief Executive
Officer of Samsung South West Asia.
November 2003 Inaugurated Samsung's new, High-Tech, advanced Refrigerator
facility.
August 2003 Commencement of production at refrigerator facility in Noida.
June 2003 Merger of SIEL with SEIIT.Software technology park set up at Noida
December 2002 Construction commences for 5,000,000 refrigerator plant in Noida
October 2002 Samsung unveils new technology for Consumer Home
Entertainment (DNIe™)
June 1996 Foundation Stone laid for CTV Factory at Noida, Uttar Pradesh.
May 1996 Launch in South
Home Appliances Launch
December 1995 Samsung India Electronics (SIEL) products launched in India.
11
August 1995 Certificate for commencement of business received by Samsung
GROWING TO BE THE BEST
Samsung India aims to be the ‘Best Company’ in India by the Year 2006. ‘Best
Company’ in terms of both the internal workplace environment as well as the external
context in which the Company operates. Samsung aims to grow in India by contributing
to the Indian economy and making the lives of its consumers simpler, easier and richer
through its superior quality products.
“Our aim is to gain technological leadership in the Indian marketplace even as our goal is
to earn the love and respect of more and more of our Indian consumers.” Mr. S.H. Oh,
President & CEO Samsung South-West Asia Regional Headquarters.
Samsung in India
Samsung India is the hub for Samsung’s South West Asia Regional operations. The
South West Asia Regional Headquarters looks after the Samsung business in Nepal, Sri
Lanka, Bangladesh, Maldives and Bhutan besides India. Samsung India, which
commenced its operations in India in December 1995, today enjoys a sales turnover of
over US$ 1Bn in just a decade of operations in the country.
12
Headquartered in New Delhi, Samsung India has a network of 19 Branch Offices located
all over the country. The Samsung manufacturing complex housing manufacturing
facilities for Colour Televisions, Colour Monitors,
Refrigerators and Washing Machines is located at Noida, near Delhi. Samsung ‘Made in
India’ products like Colour Televisions, Colour Monitors and Refrigerators were being
exported to Middle East, CIS and SAARC countries from its Noida manufacturing
complex. Samsung India currently employs over 1600 employees, with around 18% of its
employees working in Research & Development.
SAMSUNG GLOBAL
The DNA of Digital Innovation
Samsung Electronics is a global leader in semiconductors, telecommunications, digital
media and digital convergence technologies with 2004 parent company sales of
US$55.2Bn and net income of US$10.3Bn. Employing approx. 113,000 people in over
90 offices in 48 countries, the company has of 5 main business units: Digital Appliance
Business, Digital Media Business, LCD Business, Semiconductor Business and
Telecommunication Network Business. Recognized as one of the fastest growing global
brands, Samsung Electronics Corporation is the world’s largest pro ducer of Colour
Monitors, Colour TVs, Memory Chips and TFT LCD’s.
13
Customized products for Indian Consumers
Samsung understands the local cultural sensibilities to customize its products according
to the Indian market. It has set up a “usability lab” at the Indian Institute of Technology
in New Delhi to customize Samsung products to meet the specific needs of Indian
consumers. This industry-institute partnership is helping Samsung to study and analyze
consumer response in aspects of product design, including aesthetics, ergonomics and
interface.
Through its research done on consumer preferences in India, Samsung has concluded
that Indian consumers want more sound oriented products. Thus, the Samsung televisions
for India have a higher sound capacity than their foreign counterparts.
For the semi-automatic segment of Samsung washing machines, Samsung has
introduced for the first time in India a feature called Super Dry. It is present in three of
Samsung’s semi automatic models and dries the clothes better than the rest.
Samsung washing machines have an additional menu that takes care of the local Indian
wardrobes. They also have a ‘memory re-start’ that takes care of the frequent power
failures in India.
14
Chapter 2
Research Methodology
1. Objectives of the study
2. Research methodology
3. Scope of the study
4. Limitations of the study
5. Sources of data collection
15
OBJECTIVES OF THE STUDY
To find number of brands of consumer durable in Delhi.
To study brand preference of consumer for consumer durable goods..
To find most important parameter for selection of brand of Colour television,
Refrigerators, Washing machine, DVD, Microwave oven.
To study profit margin of major brands in consumer durable.
16
Research Methodology
Research methodology is considered as the nerve of the project. Without a proper well-
organized research plan, it is impossible to complete the project and reach to any
conclusion. The project was based on the survey plan. The main objective of survey was
to collect appropriate data, which work as a base for drawing conclusion and getting
result.
Therefore, research methodology is the way to systematically solve the research problem.
Research methodology not only talks of the methods but also logic behind the methods
used in the context of a research study and it explains why a particular method has been
used in the preference of the other methods
Research design
Research design is important primarily because of the increased complexity in the market
as well as marketing approaches available to the researchers. In fact, it is the key to the
evolution of successful marketing strategies and programmers. It is an important tool to
study buyer’s behavior, consumption pattern, brand loyalty, and focus market changes. A
research design specifies the methods and procedures for conducting a particular study.
According to Kerlinger, “Research Design is a plan, conceptual structure, and strategy of
investigation conceived as to obtain answers to research questions and to control
variance.
17
Research design specifies methods and procedures for study. In this study the company
was interested to know the demand of different consumer durable product, about
competitors, and potential for SAMSUNG procedures to be used for the study among
retailers/dealer and. However it was exclusively personal interview.
Data Collection:
This report was prepared after collecting data from the retailers/ dealers and past data was
arranged from the various studies conducted in last few years and various other records of
company.
Sources of Collection of Data
Primary Data
Secondary Data
SAMPLING METHOD
Random Sampling method
SAMPLE SIZE
50
Research tools:
Questionnaires
18
Scope of the study
This project gives us great exposure to the consumer durable market because it includes
product knowledge and field survey job in which we visited the consumer durable stores
in Delhi.
In term of purchasing power parity (PPP), India is the 4th largest economy in the
world and overtake Japan in the near future become the 3rd largest.
Indian consumer durable market is expected to reach $450 billion by on 2010
India has the youngest population amongst the major countries. There were lot of
people in the different income categories nearly the two third population is below
the age of 35 and nearly 50% is below 25.
There were 56 million people in middle class, who were earning us$4,400-
US$21,800 a year. And there were 6 million rich household in India.
The upper-middle and high-income household in urban areas were expected to
grew to 38.2 million in 2007 as against 14.6 million in 2000.
19
LIMITATION OF STUDY
Although I tried my best in preparation of this project, but this study has some limitation:
1. The period of the project was not sufficient to study all the factors in deep.
2. Visiting various places for the study consumed a lot of time.
3. We cannot say that what the consumer have revealed will be right for each and every
situation because their perception is influenced by many factors.
4. Many consumer and dealers/retailers showed less interest in providing information and
haven’t cooperated.
5. Some of confidential information viz. credit period, schemes, policies and sales figure
were not disclosed by the competitors.
20
.
Sources of collection of primary and secondary data for
market research.
The sources may be classified as either internal (organizational) or external sources of
information. But in this study we have used only the external sources.
External Sources
External sources are created outside the organization and are more varied than internal
sources. There are also better defined methods for finding them. This discussion is
restricted to published sources, although other sources of information may be useful.
21
CHAPTER-3
FINDINGS &ANALYSIS
3.1 Findings from Primary Data
3.2 Findings from Secondary Data
22
Data Analysis and Interpretation
Table No.1 Number of company’s product sold by dealers.
Sr. No. PRODUCT NO. OF RESPONDENTS1 C-TV 432 C-TV &
REFRIGERATOR 333 C-TV &
REFRIGERATOR & WASHING MACHINE 28
4 ABOVE ALL 46TOTAL 301
Source:- Survey
Graph No. 1
INTERPRETATION:-
According to survey, 43 dealers were sold only C-TV, 33 dealers were sold C-TV and
REFRIGERATOR, 28 dealers were sold C-TV and REFRIGERATOR, WASHING
MACHINE and 46 dealers were sold all product.
23
Table no. 2 shows no. of company’s product sold from dealer’s shop.
Sr. NO. NO. OF COMPANIES PRODUCT
NO. OF RESPONDENTS
1 FIVE 172 FOUR 123 THREE 44 TWO 17
TOTAL 50 Source:- Survey
Graph No. 2
INTERPRETATION-
According to survey, 17 dealers were sold 5 brands, 17 dealers were sold only 2 brands
from their shops.
24
Table No.3 Shows Major brand of C-TV sold by dealers.
Sr. NO. BRAND PERCENTAGE1 LG 392 VIDEOCON 233 SAMSUNG 184 SANSUI 115 ONIDA 9
TOTAL 100 Source:- Survey
Graph No. :- 3
INTERPRETATION-
According to dealers, in Nashik district LG is leading in
C-TV with 39%, after that VIDEOCON is 2nd with 23% and then SAMSUNG is on 3rd
with 18%.
25
Table No.4 Most important parameter for more sale of C-TV
Sr. NO. REASONS FOR MORE SALES
PERCENTAGE
1 Price 282 Quality 303 Service 174 Advertisement 155 Schemes 10
TOTAL 100 Source:- Survey
Graph No.4
INTERPRETATION-
According to dealers, Price is most important parameter for more sale of C-TV
and then Quality, Services, Advertisement and Schemes.
26
Table No. 5 shows the major brands of REFRIGERATOR sold by dealers.
Sr. NO BRAND PERCENTAGE1 LG 222 VIDEOCON 133 SAMSUNG 94 GODREJ 125 WHIRLPOOL 196 KELVINATOR 167 KENSTAR 9
TOTAL 100 Source: - Survey
Graph No. 5
INTERPRETATION-
According to dealers, LG also leading in the REFRIGERATOR market in Nashik district
with 22%,
After that Whirlpool and Kelvinator is following them.
27
Table No.6 shows most important parameter for more sale of REFRIGERATOR
Sr. NO. REASONS FOR MORE SALES
PERCENTAGE
1 Price 272 Quality 323 Service 194 Advertisement 135 Schemes 9
TOTAL 100 Source:-Survey
Graph No. :- 6
INTERPRETATION-
According to dealers, most important parameter for more sale of Refrigerator
is Quality and then Price, Services, Advertisement and Schemes.
28
Table no.7 shows Major brands of Washing Machine sold by dealers.
Sr. NO. BRAND PERCENTAGE1 LG 182 VIDEOCON 113 SAMSUNG 154 IFB 75 WHIRLPOOL 216 GODREJ 97 KELVINATOR 108 KENSTAR 9
TOTAL 100 Source:- Survey
Graph No. :-7
MAJOR BRAND OF WASHING MACHINE
18%
11%
15%7%
21%
9%
10%9%
LG
VIDEOCON
SAMSUNG
IFB
WHIRLPOOL
GODREJ
KELVINATOR
KENSTAR
INTERPRETATION-
According to dealers, LG is leading in Washing Machine market with 18%, after that
VIDEOCON and SAMSUNG is leading in Nashik district.
29
Table No.8 shows most important parameter for more sale of Washing Machine
Sr. NO. REASONS FOR MORE SALES
PERCENTAGE
1 Price 262 Quality 323 Service 244 Advertisement 105 Schemes 8
TOTAL 100 Source:- Survey
Graph No.8
INTERPRETATION-
According to dealers, the most important factor which affects the sales of washing
machine is QUALITY, and then prices and services is considered by the customers.
30
Table No.9 shows Major brands of DVD sold by dealers.
Sr. NO. BRAND PERCENTAGE1 LG 112 VIDEOCON 133 SAMSUNG 104 ONIDA 155 PHILIPS 226 SANSUI 127 SONY 88 INTEX 9
TOTAL 100 Source:-Survey
Graph No. :- 9
MAJOR BRAND OF DVD
1113
10
15
22
12
8 9
0
5
10
15
20
25
BRANDS
NO
. O
F R
ES
PO
ND
EN
TS
NO. OF RESPONDENTS
INTERPRETATION-
According to dealers, PHILIPS is the most popular brand in DVD market with 22%, after
that ONIDA with 15% and VIDEOCON with 13% on 3rd position.
31
Table No.10 shows most important parameter for more sales of DVD
Sr. NO. REASONS FOR MORE SALES
PERCENTAGE
1 Price 212 Quality 423 Service 174 Advertisement 85 Schemes 12
TOTAL 100 Source:- Survey
Graph No. 10
INTERPRETATION-
According to dealers, Quality is major factor in respect of more sale of DVD, and then
Services and prices were to be considered.
32
Table No.11shows Major Brand of MICROWAVE OVEN sold by dealers.
Sr. NO. BRAND PERCENTAGE1 LG 182 VIDEOCON 133 SAMSUNG 154 KENSTAR 215 GODREJ 96 PHILIPS 87 BAJAJ 98 SONY 7
TOTAL 100 Source:- Survey
Graph No. 11
NO. OF RESPONDENTS
18
1315
21
9 8 97
0
5
10
15
20
25
NO. OF RESPONDENTS
INTERPRETATION-
According to dealers, KENSTAR is very popular brand for microwave oven. KENSTAR
is making a huge business as compare to other competitors after that LG and then
SAMSUNG. According to dealers, microwave oven does not have that much demand as
compare to other consumer durable product.
33
Table No.12 shows Reason for more sales of MICROWAVE OVEN
Sr. NO. REASONS FOR MORE SALES
PERCENTAGE
1 Price 212 Quality 363 Service 144 Advertisement 175 Schemes 12
TOTAL 100 Source:- Survey
Graph No. 12
INTERPRETATION-
The most important factor of more sales of microwave oven is QUALITY of the product.
Quality is mostly affected on sales of microwave oven.
34
Table NO.13 shows High Profit margin brands
Sr. No. BRANDS PERCENTAGE1 LG 212 SAMAUNG 183 WHIRLPOOL 164 VIDEOCON 135 SONY 116 GODREJ 97 PHILIPS 78 KENSTAR 5
TOTAL 100 Source:- Survey
Graph No.13
HIGH PROFITABLE BRAND
0
5
10
15
20
25
BRANDS
NO
. O
F R
ES
PO
ND
EN
TS
NO. OF RESPONDENTS
INTERPRETATION-
According to dealers, in Indian consumer durable industry
LG is leading company because of their low pricing policy and the better quality of
product.
SAMSUNG is on 2nd position, if SAMSUNG will change their pricing policy like LG and
VIDEOCON then SAMSUNG should be on 1st position.
35
Table No.14 shows Suggestion from dealers for SAMSUNG to increase the business
Sr. No. SUGGESTION NO. OF RESPONDENTS1 FAST AND REGULAR
AFTER SALES SERVICE 152 REDUCE PRICES 113 INCREASE DEALER
MARGIN 84 ADVERTISMENT AT
RURAL AREA 65 IMPROVE QUALITY 56 REGULAR SCHEMES 5
TOTAL 50 Source:- Survey
Graph No.14
0
5
10
15
20
25
30
35
SU
GG
ES
TIO
N
FA
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AN
DR
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UL
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AL
ES
SE
RV
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PR
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S
INC
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AS
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EA
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RM
AR
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AD
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IMP
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AN
DL
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KY
DR
AW
NO. 1 2 3 4 5 6
Series1
Series2
Series3
Series4
Series5
Series6
Series7
INTERPRETATION-
According to suggestion of dealers, AFTER SALES SERVICE is most important factor
which is helping to the SAMSUNG for increase the sales.
After that PRICES OF THE PRODUCT should be economic. DEALER MARGIN
should increase for motivation of dealers.
36
FINDING
We came to know while visiting the shop most of the dealers sold entire consumer
durable product including C-TV, Refrigerator, Washing Machine, DVD,
Microwave oven.
We know that during the survey in consumer durable industry in Delhi LG is
leading in Colour television, Washing Machine, Refrigerator.
Study shows that quality is most important parameter for more sale of colour
television and then price as considered by consumers.
Study shows that quality of the product is most important parameter for
Refrigerator then price as considered by consumers.
While visiting the shop we came to know that quality is most important parameter
which is affect on more sales of Washing Machine.
LG and Videocon is the main competitor of SAMSUNG.
.
37
Findings from secondary data
OPPORTUNITY
In India the penetration level of white goods is lower as compared to other
developing countries.
Unexploited rural market.
Rapid urbanization.
Increase in income level, i.e. increase in purchasing power of consumers.
Easy availability of finance.
38
Threats
1. Higher import duties on row materials.
2. Cheap imports from Singapore, China and from other Asian countries.
3. L.G. and other major brands have a tight grip on the market.
The prices of other brands are comparatively lower.
39
CHAPTER-4
CONCLUSION
40
Conclusion
With respect to the above study and the findings the following conclusions can be made
for SAMSUNG ELECTRONICS LTD.
With few more concerted efforts, the said organization needs to enter the rural
market in order to completely establish itself all over.
The company should modify the advertisement strategy so as to educate the target
audience.
There is still a very large market untouched that should be explored.
Methods have to be adopted to so as to spread full awareness.
Though Samsung is not the biggest player in the market, but it has the capability
to become the biggest.
Aggressive marketing strategies should be used.
41
CHAPTER-5
RECOMMENDATIONS
42
SUGGESTIONS AND RECOMMENDATIONS
Company should improve the after sales service of products as it is the main
factor for the sales of consumer products.
If the SAMSUNG Ltd. reduces their product price like LG and VIDEOCON then
SAMSUNG will take over the LG in all categories.
Company should introduce low price and low power consumption Refrigerator for
acquiring the middle income group.
Dealer desire more advertisement to be done through local newspaper and cable
TV ads. To make consumers aware about the product.
Prompt of service in time.
Advertisements of the company’s products should focus on quality rather then
price.
Company should target upper middle class or premium class customers.
Company should introduce low cost products to satisfy the needs of low or middle
class.
SAMSUNG ltd. should concentrate on after sales service.
SAMSUNG ltd. should try to trap the rural market.
SAMSUNG ltd. Establish the service center as per taluka place.
43
ANNEXURE
44
ANNEXURE
A. Questionnaire
Study of Consumer Durable Market for SAMSUNG Electronics Ltd. Name of shop:
Address:
Contact no.:1) Which consumer durable products are sold from your shop? □C-TV □Refrigerator □Washing Machine
□DVD □Microwave
2) What no. of company’s product you sell from your shop? □ONE_______________________________________________
□TWO_______________________________________________□THREE_____________________________________________□FOUR______________________________________________□FIVE_______________________________________________□SIX________________________________________________
3) Which is the major brand of Colour-Television? □SAMSUNG □LG □ Videocon □ Onida □ Sansui
4) What is the most important parameter for increasing the sales of Colour-Television brand?□Price □ Quality □ Services □ Advertisement □ Schemes
5) Which is the major brand of Refrigerator?□ Godrej □ Whirlpool □ Kenstar □ LG
□ SAMSUNG □ Videocon □ Kelvinator
6) What is the most important parameter for increasing the sales of Refrigerator brand?
□ Price □ Quality □ Services □ Advertisement □Schemes
7) Which is the major brand of Washing Machine? □ IFB □ Whirlpool □ Kenstar □ LG □ SAMSUNG □ Videocon □ Kelvinator □ Godrej
45
8) What is the most important parameter for increasing the sales of Washing Machine brand?□ Price □ Quality □ Services □ Advertisement □ Schemes
9) Which is the major brand of DVD players?□SAMSUNG □ LG □ Videocon □ Onida
□ Sansui □ Philips □ Intex □SONY
10) What is the most important parameter for increasing the sales of DVD brand?□ Price □ Quality □ Services □ Advertisement □ Schemes
11) Which is the major brand of Microwave? □SAMSUNG □ LG □ Videocon □ Kenstar □ Godrej □ Philips □ Bajaj □SONY
12) What is the most important parameter for increasing the sales of Microwave brand?□Price □ Quality □ Services □ Advertisement
□ Schemes
13) Which company’s product have the highest profit margin?□SAMSUNG □LG □VIDEOCON □SONY
□WHIRLPOOL □GODREJ □PHILIPS □KENSTAR
14) What are your suggestions for SAMSUNG to increase the sales?
_________________________________________________________________
__________________________________________________________________
46
BIBLIOGRAPHY
47
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Resource Book
WEBSITES
1- http://www.samsung.com/in/aboutsamsung/index.html 2- http://www.samsung.com/in/aboutsamsung/corporateprofile/index.html 3- http://www.samsung.com/in/aboutsamsung/corporateprofile/history.html 4- http://www.samsung.com/in/aboutsamsung/corporateprofile/visionmission.html 5- http://www.samsung.com/in/consumer/index.html
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