A PROJECT REPORT ON “STUDYING OF CONSUMER BEHAVIOUR IN AIR CONDITION AND REFRIGERATOR OF LG ELECTRONICS” At LG ELECTRONICS INDIA PRIVATE LTD Submitted By: MONIKA YADAV Roll No : Enrol No : Semester : As per the requirements for the course of the full –time Master in Business Management Under the guidance of 1
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A
PROJECT REPORT
ON
“STUDYING OF CONSUMER BEHAVIOUR IN AIR CONDITION AND REFRIGERATOR OF LG ELECTRONICS”
At
LG ELECTRONICS INDIA PRIVATE LTD
Submitted By: MONIKA YADAVRoll No :
Enrol No : Semester :
As per the requirements for the course of the full –timeMaster in Business Management
This is a high aesthetic value machine and is mounted flush with the ceiling, exposing only 30 mm grills. The 4 Way air Distribution patterns make it ideal for commercial uses like showrooms, malls, restaurants, corporate board rooms as well as domestic applications like large living rooms.
Key Features Plasma Air Purification System Jet Cool Group Control Sleep Mode Self Diagnosis Function Auto Restart Operation Two Thermistor Operation High Ceiling Corresponding Operation
Floor Mounted Package
Capacity : Available in 11 & 16. 5 Tons
Features
These are Floor Mounted Package Units. These are ideal for offices, factories, shopping malls, multiplexes, hotels etc. The special feature of the machine is, having low noise level and high EER because of scroll compressors.
Key Features Easy Installation Compact and Light-weight Design All with Scroll Compressor High EER Long Refrigerant Piping Multiple Compressor System
These are Self contained Unitary Systems which are mounted on the roof or outside the area required to be conditioned. These are ideal for Single Storey and Double Storey structures due to the high static available Applications range from factories, shopping malls, multiplexes, hotels etc.
Key Features Compact Design Easy Installation Low Noise Level Multiple Compressor System Easy Maintenance and Service Large Centrifugal Fan and Variable Pulley Non Glasswool Insulation
Variable Refrigerant Flow System (Multi V):
Capacity : from 5HP to 40HP in R-22 And 5 to 10 HP is also available in R-407c
Application : Residential, Restaurants, Office Buildings, Hotel Industries, Hospitals, etc
Features
A Variable Refrigerant Flow (VRF) system is a Vapor Compression System with Inverter compressor, where, the compressor motor speed is varied-- to meet the required room load.
Key Features Power Saving up to 40 %. Long refrigerant pipe length of 120
Meters. Capacity Modulation from 10% to 130 % Selection of different Indoor units
according to Interior Individual Control of each Indoor Unit
with remote Precise control of room temperature. Available in Cooling Only and HEAT PUMP
Models Self dignosis Function Auto addressing of Indoor units Out door unit urethane molding
ROOM AIR CONDITIONERSRoom Air Conditioners divided into Four Categories.
Anti-Bacteria Filter EnergyGuard Dry Mode Cooling Capacity-22000 Sleep Mode On/Off Timer Operation Control-Electronic Fan Speed Cooling/ Fan-3/3 Air Direction-4-Way Air Deflection Air Ventilation-Provided(Manual) Temp. Control-Thermistor
LWA19H1RAT5
Model Description 1.5 TON WindowsAc
Key Features Anti-Bacteria Filter Dry Mode Cooling Capacity-19000 Sleep Mode On/Off Timer Operation Control-Electronic Fan Speed Cooling/ Fan-3/3 Auto Air Swing Air Direction-4-Way Air Deflection Air Ventilation-Provided Manual Temp. Control-Thermistor
LWA22G1NA1
Model Description 2.0 Ton Windows Ac
Key Features
Anti-Bacteria Filter Cooling Capacity-22000 Operation Control-Mechanical Fan Speed Cooling/ Fan-3/2 Auto Air Swing Air Direction-4-Way Air Deflection Air Ventilation Temp. Control-Thermostat
LWA19H1RDL5
Model Description 1.5 Ton, Windows AC
Key Features Anti-Bacteria Filter Dry Mode Cooling Capacity-19000 Energy Guard Operation Control-Electronic
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Fan Speed Cooling/ Fan-3/3 Auto Air Swing Air Direction-4-Way Air Deflection Air Ventilation-Provided Manual Temp. Control-Thermistor
LWA12K1RPE5 Model Description
1.0 Ton, Windows AC
Key Features
Anti-Bacteria Filter 88 Segment Display+ Dry Mode Cooling Capacity-13200 Filter Cleaning Indicator Energy Guard Sleep Mode On/Off Timer Operation Control-Electronic Fan Speed Cooling/ Fan-3/3 Air Direction-12-Way Air Deflection Temp. Control-Thermistor
LWA18A1NA1 Model Description 1.5 Ton, Windows AC
Key Features Anti-Bacteria Filter Anti-Corrosive Gold Fins 88 Segment Display+ Rotary Compressor Sleep Mode With Off Timer Dry Mode Cooling Capacity-18000 Auto Air Swing Air Direction-4-Way Air Deflection Air Ventilation
SPLIT AIR CONDITIONERS
LSB24S1RAE1 Model Description 2 Ton, Split AC
Key Features Cooling Capacity-24000 Jet Cool Log Smart
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Sleep Mode Fan Speed(Cooling/Fan)-4/3 Auto Air Swing Air Direction-4-Way Air Deflection Temp Control-Thermistor On/Off Timer Dry Mode Chaos Air Flow Logic
FLOOR STANDING AIR CONDITIONERS
LP-K3065QC
Model Description Floor Standing AC
Key Features Timer setting Temp. Control Thermistor Soft dry operation Remote controller Simple Refrigerant gas R-22 Jet Cool Indoor Display Set Temp Fan Speed COOLING / FAN 4 Compressor Recip Auto Air Swing(2 way) Provided Air Direction 4 Way Air Discharge Horizontal
MULTI SPLIT AIR CONDITIONERS
LM-3661C2I
Model Description Multi Split AC
Key Features Time delay Function Soft dry Operation Sleep mode Refrigerant gas R-22 Remote controller Full Function Jet Cool Forced Operation Fan Speed COOLING / FAN 4 Rotary Compressor Auto Air Swing ( 2 way ) Provided Air direction 4 Way
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Air Discharge Bottom
LM-2461C2I Model Description Multi Split AC
Key Features Time delay Function Soft dry Operation Sleep mode Refrigerant gas R-22 Remote controller Full Function Jet Cool Forced Operation Fan Speed COOLING / FAN 4 Rotary Compressor Auto Air Swing ( 2 way ) Provided Air direction 4 Way Air Discharge Bottom
WHISEN AIR CONDITIONERS
LWA-22H1RDL1
Model Description 2 Ton, Windows AC
Key Features Temp. Control Thermistor Chaos Air Flow Magic Time Delay Function On/Off Timer Sleep mode Soft dry operation Fan Speed (COOLING/FAN) 4/3 Auto Air Swing Air Direction 3-Way Air Discharge Left/Right/Bottom Time Delay Function
Key & Lock Sliding Door Bin Anti -Bacteria Seal Direct Cool Door Finish-PCM Cell Fress Crisper Kangaroo Tray Deodoriser Dairy Corner
DIRECT COOL
GL-231GPRX
Model Description 230 Ltr. Capacity Direct Cool Refrigerator
Key Features Key & Lock Sliding Door Bin Anti -Bacteria Seal Direct Cool Door Finish-PCM Cell Fress Crisper Dairy Corner Crystal Shelves Deodoriser Kangaroo Tray
GR-201TPQX
Model Description 200 Ltr. Capacity A-One Direct Cool Refrigerator
]Key Features
Key & Lock Sliding Door Bin Anti -Bacteria Seal Direct Cool Door Finish-PCM Cell Fress Crisper Dairy Corner Crystal Shelves Deodoriser Kangaroo Tray
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GL-191RPDX
Model Description 190 Ltr. Capacity A-One Direct Cool Refrigerator
Key Features Key & Lock Sliding Door Bin Anti -Bacteria Seal Direct Cool Door Finish-PCM Cell Fress Crisper Dairy Corner Crystal Shelves Deodoriser Kangaroo Tray
GR-181TPLX
Model Description 175 Ltr. Capacity Direct Cool Refrigerator
Key Features
Key & Lock Sliding Door Bin Anti -Bacteria Seal Direct Cool Door Finish-PCM Cell Fress Crisper Dairy Corner Crystal Shelves Deodoriser Kangaroo Tray
GR-181TPQX
Model Description 175 Ltr. Capacity Direct Cool Refrigerator
Key Features
Sliding Door Bin Anti -Bacteria Seal Direct Cool Door Finish-PCM Cell Fress Crisper Dairy Corner Crystal Shelves Deodoriser Kangaroo Tray
GR-181RPGX
Model Description 175 Ltr. Capacity Direct Cool Refrigerator
Key Features Key & Lock Sliding Door Bin Anti -Bacteria Seal Direct Cool Door Finish-PCM Cell Fress Crisper Dairy Corner Crystal Shelves Deodoriser Kangaroo Tray
FROST FREE
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GR-S592QLC
Model Description Ice Beam Door Cool Refrigerator
Key Features Kangaroo Tray Deodoriser F.I.R Lamp Sliding Door Bin Ice Tray Anti -Bacteria Seal Door Finish-Power Coated /PCM Cell Fresh Crisper
Color Options Champagne Gray Glossy Green Super White Silky Grey Super Inox Moon Silver Metallic Finish
GLT322GP Model Description Frost Free Ref
Key Features Deodoriser F.I.R Lamp Icebeam Door Cooling ( GL -S ) Fresh Zone Sliding Door Bin Anti -Bacteria Seal Door Cooling Door Finish-Power Coated /PCM Cell Fresh Crisper
GL-T262GP
Model Description Frost Free Ref
Key Features Deodoriser F.I.R Lamp Icebeam Door Cooling ( GL -S ) Fresh Zone External MICOM Anti -Bacteria Seal Door Cooling Door Finish-Power Coated /PCM Cell Fresh Crisper
GL-242QP
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Model Description 230 Ltr. Frost Free
Key Features Deodoriser F.I.R Lamp Fresh Zone Sliding Door Bin Anti -Bacteria Seal Door Cooling Door Finish-Power Coated /PCM Cell Fresh Crisper
SIDE BY SIDE REFRIGRATORS
267 NGB-Wood Cherry Perspective
Model Description DIOS Ref
Key Features
610 Ltr. Onwards 6 Sensor-Temperature Control Magic Crisper Miracle Zone Whisper Silent MICOM Control Focused Cooling Crushed Ice and Ice Cube Dispenser Refreshment Bar
GRP267FTB
Model Description DIOS Ref
Key Features
610 Ltr. Onwards 6 Sensor-Temperature Control Magic Crisper Miracle Zone Whisper Silent MICOM Control Focused Cooling Crushed Ice and Ice Cube Dispenser Refreshment Bar
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Research Methodology
The purpose of the methodology is to describe the research procedure. The
methodology will reveal why a particular design is being used for conducting
research.
RESEARCH DESIGN:
A research design is the specification of methods and procedures for acquiring the
information needed. It is the over-all operational pattern or framework of the project
that stipulates what information is to be collected from which source by what
procedures. Research design denotes the description of the research design. The aim
was to collect relevant information, which fulfills our requirement and can be
analyzed at a later stage of study without any problem. This was to be done in
minimum expenditure with least efforts and in a set period of time. For my project I
select ‘DESCRIPTIVE RESEARCH DESIGN’ to know Consumer Satisfaction about LG
products. This helped us in having enough provision for protection against bias and
maximizes reliability.
DESCRIPTIVE RESEARCH:
Descriptive study, as its names implies, is designed to describe something – for
example, the characteristics of the users of a given product, the degree to which
product use varies with income, age, or other characteristics, or the number who
bought a specific air conditioner, colour television, microwave oven, refrigerator,
washing machine.
Advantages of Descriptive Study:
Involve relatively large number of observation
Analysis is more objective
Averages and Percentages are calculated
40
DATA COLLECTION METHOD:
The methodology reveals the methods of data collection. There may be primary
sources and secondary sources of data collection.
Collecting Secondary Data:
After deciding our objective I looked for collecting and studying secondary data. It
included extensive study of literature available in Annual reports of LG Electronics
India Private Limited, articles, newspapers, journals, magazines, handouts, pamphlets
describing the company and its products.
Studying of secondary data gave us an insight into the problem into hand. It
also provided us with clues and helped in designing primary research. It provided us
a more accurate picture about the functioning of LG Electronics India Private Limited.
Collecting Primary Data:
The objective of primary data is formulated on the basis of research objectives.
Objectives set the guidelines and directions of research planning. Formulating the
objectives offers the best feasible means of solution. The primary data for my study
was being collected by conducting survey. The tools for data collection used was
following types -
Telephone Interview:
The telephone interview is used in lieu of personal interviews. It is used because
information has to be collected quickly and inexpensively. By it I asked the consumer
about their satisfaction about LG Air Conditioners, Colour Television, Microwave
Oven, Refrigerator, Washing Machine. The Direct and Structured questions are asked
from consumers.
Questionnaires:
41
This method of data collection is quite popular, particularly in case of big enquiries. A
questionnaire is a method of obtaining specific information about a defined problem
so that data, after analysis and interpretation, results in a better appreciation of the
problem.
In order to motivate respondents and to get best of the information from
them, it was tried to build questionnaire that is interesting, serve our objective,
unambiguous and easy to complete and is not burden someone. The aim was to
enable ease in analysis and facilitate easy classification of response to get
meaningful outcome within acceptable limits.
A few questions were in disguised, where the true purpose was hidden but
was sufficient to bring in the right information from respondents. Depending on the
requirement, the questions were kept open ended and closed ended. The sequence
of question in questionnaire was kept in a logical order. It included question based on
Linkert Scale, where attitude was to be studied and rank order scale where ranking
was required. After following a series of trial and changes the finally evolved
questionnaire was being used for survey work. I used the following types of
Questionnaires for LG Products:
Air Conditioners Questionnaire
Refrigerator Questionnaire
EXECUTION OF SURVEY WORK:
The survey work is that was done to collect primary data. In this phase we conducted “Consumer Survey”
by using questionnaires. I individually approached to individuals and got the questionnaire filled by them.
The individuals were randomly chosen. For collecting data I focused divided the consumers in six
categories:
Consumers of Air Conditioners
Consumers of Refrigerator
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For first five categories I take the sample of 100 consumers in each category, for last one I take the
sample of 78 consumers. As a results customer survey, I was able to pool ‘578’ records in our database.
For database, I take the lists of buyers of LG Products of previous 3 years. With it, I also take the
list from Service Centre of those consumers who complaint about product performance and problems. For
survey about online shopping, I take the list from Noida of those consumers who bought product as well as
who inquiry about products but not bought through it Online Shopping in Delhi NCR region.
ANALYSIS AND INTERPRETATION:
After collecting the questionnaire filled, I scanned each of entry ensuring that all relevant information
required for analysis is available and is in the form through which we can analyze. Adjusting was made
where required keeping in mind that it does not hampers the outcomes of our objectives. Editing of data
collected was done to detect errors and omissions and such corrections were made where required.
Further, coding of responses to assign numerated or symbols was done for easy and fast analysis.
Adopting suitable classes like Poor, Fair, Good, Very Good, Excellent helped in grouping and
categorization of responses. The data after collection, correction and classification was processed and
analyzed and compared in accordance with the outline made for the purpose at the time of developing
research plan. The classified data was finally subjected to cross tabulation analysis and represented
graphically for easy interpretation of results.
Findings
Findings are the results of the study. To know about consumer’s satisfaction about LG
products like Air Conditioners,Refrigerators, 2 questionnaires designed on following
ground:
Quality of Product Features
Quality of Product Performance
Quality of the Dealership
Quality of Dealer Salesman
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Quality of the Delivery Process
Quality of after Sales Service & Repairs
Quality of Complaint Management & Resolution
Value for Money
The following analysis was done to obtain the findings in accordance with our
objectives determined during the course of study.
AIR CONDITIONERS
To know about Consumer Satisfaction about LG Air Conditioners following Questions
asked in the Air Conditioners Questionnaire:
Quality of Product Features
Quality of Product Performance
Quality of the Dealership
Quality of Dealer Salesman
Quality of the Delivery Process
Quality of after Sales Service & Repairs
Quality of Complaint Management & Resolution
According to Questions of Air Conditioners Questionnaire following facts were
revealed:
Sample Size: 100 Consumers
Poor Fair Good Very Good Excellent
Quality of Product Features 0 5 33 47 15
Quality of Product Performance
0 4 38 43 15
Quality of the Dealership 0 3 30 49 18
Quality of the Dealer Salesman
1 1 43 42 13
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Quality of the Delivery Process
0 1 38 50 11
Quality of after Sales Service & Repairs
2 2 35 48 13
Quality of Complaint Management & Resolution
2 2 36 44 16
Figures are shown in Percentages
INTERPRETATIONS:
According to obtained Data, I divided the Consumers in three categories to judge the
overall performance of the Air Conditioners:
Below Expectation: It is the Mean of those Consumers who rated Air
Conditioner ‘Poor’ and ‘Fair’. Those consumers fall into the category of
Dissatisfied Consumers.
Meeting Expectations: It is the Mean of those Consumers who rated Air
Conditioner ‘Good’.
Exceeding Expectation: It is the Mean of those Consumers who rated Air
Conditioner ‘Very Good’ and ‘Excellent’. Those consumers fall into the
1. Overall Quality of Product Features: Simplicity of understanding and applying operational instructions given in manual Ease of using remote Location and design of control panel Usefulness of auto air swing, fan and speed regulator Quality and usefulness of Dehumidifier, Temperature display Quality of anti-bacteria filter/dust filter Usefulness of Auto-off/ Memory/Sleep function Ease of using Air Conditioner Availability of Power saving options
2. Overall Quality of Product Performance: Durability of Air Conditioner Reliability of Air Conditioner (ability to work with low maintenance requirement) Ability to work with minimum sound Air throw speed and power of cooling of the room
3. Overall Quality of Dealership: Ease of locating Dealer Showroom Ambience of dealership showroom, cleanliness etc (look, feel, layout etc) Availability of brochures / leaflets / other information material about product Reputation, honesty and integrity of the Dealers Availability of information in newspaper, magazines, company websites etc on durable dealer
showrooms
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ExcellentVery GoodGoodFairPoor
ExcellentVery GoodGoodFairPoor
4. Overall Quality of the Dealer Salesman: Availability of sales person to attend to you Ability to listen to you and understand your queries Providing complete information about features and specifications such as size, maintenance,
usage and warranty etc Knowledge of salesman about all Air conditioners Models Knowledge of salesman on various cost related parameters like dealer discounts, schemes etc Willingness to provide demonstration of the product, if requested Ease of placing an order for the model selected Providing complete documentation at the time of purchase Willingness to arrange for delivery of the product
5. Overall Quality of the Delivery Process: Time taken for delivery of the product to your required destination Ability to deliver the Air Conditioner at committed time Ability to ensure no hidden costs related to installation Condition of the product on delivery Completing the installation of the product to your satisfaction Conducting proper and complete demonstration of the Air Conditioner Provision complete explanation of documentation and warranty aspects Provision of contact details in case of problems
6. Overall Quality Of After Sales Service and Repairs: Ease of access to authorized service/repair engineer Time taken to respond to customer requests for service/repair Convenience of time fixed for servicing /repairs Ability of the service/repair engineer to understand your requirements & resolve issues Courtesy and patience of service engineer while listening to customer issues Ability of service/repair engineer to resolve problem on first visit Advice provided on other service needs, if any, over and above your requirements Accuracy of estimate provided to actual cost paid Ensuring That Periodic Visits Are Made As Per Contract
7. Overall Quality of Complaint Management and Resolution: Ease of contacting dealer in case of problems Availability of Helpline/FAQs etc at company website Ease of accessing Customer Service Helpline Courtesy and patience shown while listening to customer issues Knowledge and ability of Helpline personnel to understand customer issues Ability to resolve customer issues on first call to Helpline Clarity in communicating service and repair related information such as time, costs etc.
1. Overall Quality of Product Features: Simplicity of understanding and applying operational instructions given in the manual Ease of operating various features of the Refrigerator Overall exterior aesthetics / styling of refrigerator and door interior Capacity of freezer cabinet Design of the storage cabinet Compartmentalization of the storage cabinet, vegetable tray design, egg tray etc Provision and location of deodorizer, the lamp, freezer thermostat, storage cabinet thermostat etc Provision of moisture controller, door cooling system, water dispenser etc
2. Overall Quality of Product Performance: Durability of the product Reliability of the product (ability to function with low maintenance requirement) Ability to work with minimum sound Extent of cooling in refrigerators (including freezer) Durability of vegetable tray, egg tray and other internal parts of the refrigerators
3. Overall Quality of Dealership: Ease of locating Dealer Showroom Ambience of dealership showroom, cleanliness etc (look, feel, layout etc) Availability of brochures / leaflets / other information material about product Reputation, honesty and integrity of the Dealers Availability of information in newspaper, magazines, company websites etc on durable dealer
showrooms
4. Overall Quality of the Dealer Salesman: Availability of sales person to attend to you
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ExcellentVery GoodGoodFairPoor
ExcellentVery GoodGoodFairPoor
ExcellentVery GoodGoodFairPoor
Ability to listen to you and understand your queries Providing complete information about features and specifications such as size, maintenance,
usage and warranty etc Knowledge of salesman about all Refrigerators Models Knowledge of salesman on various cost related parameters like dealer discounts, schemes etc Willingness to provide demonstration of the product, if requested Ease of placing an order for the model selected Providing complete documentation at the time of purchase Willingness to arrange for delivery of the product
5. Overall Quality of the Delivery Process:
Time taken for delivery of the product to your required destination Ability to deliver the Refrigerator at committed time Ability to ensure no hidden costs related to installation Condition of the product on delivery Completing the installation of the product to your satisfaction Conducting proper and complete demonstration of the Refrigerator Provision complete explanation of documentation and warranty aspects Provision of contact details in case of problems
6. Overall Quality Of After Sales Service and Repairs: Ease of access to authorized service / repair engineer Time taken to respond to customer requests for service / repair Convenience of time fixed for servicing / repairs Ability of the service / repair engineer to understand your requirements & resolve issues Courtesy and patience of service engineer while listening to customer issues Ability of service / repair engineer to resolve problem on first visit Advice provided on other service needs, if any, over and above your requirements Accuracy of estimate provided to actual cost paid Ensuring That Periodic Visits Are Made As Per Contract
7. Overall Quality of Complaint Management And Resolution: Ease of contacting dealer in case of problems Availability of Helpline / FAQs etc at company website Ease of accessing Customer Service Helpline Courtesy and patience shown while listening to customer issues Knowledge and ability of Helpline personnel to understand customer issues Ability to resolve customer issues on first call to Helpline Clarity in communicating service and repair related information such as time, costs etc.