Project report on EFFECTIVENESS OF MARKETING STRATEGY FOR LCD TELEVISION (A CASE STUDY OF MIRC ELECTRONICS, “ONIDA”) Submitted to University of Rajasthan In partial fulfillment of Paper VI of Part III for degree of Bachelors of Business Administration (B.B.A) Supervised by Dr. Anju Gupta Head of department (Business Administration) Submi tted by Barkha Agarwal BBA Part III
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Project report on
EFFECTIVENESS OF MARKETING STRATEGY FOR LCD TELEVISION
(A CASE STUDY OF MIRC ELECTRONICS, “ONIDA”)
Submitted to
University of Rajasthan
In partial fulfillment of Paper VI of Part III for degree of Bachelors of Business Administration (B.B.A)
Supervised by
Dr. Anju Gupta
Head of department
(Business Administration)
Submitted by
Barkha Agarwal
BBA Part III
2010-2011
S.S. JAIN SUBODH P.G. MAHILA MAHAVIDHAYALAYA
RAMBAGH CIRCLE, JAIPUR
CERTIFICATE
This is to certify that the project report entitled
“EFFECTIVENESS OF MARKETING STRATEGY
FOR LCD TELEVISION” has been written by Miss
BARKHA AGARWAL, a student of BBA Part III,
session 2010-2011 under my supervision and submitted
for the award of the degree of BBA to University of
Rajasthan, Jaipur.
Date:
Dr. Anju Gupta
Head of Department
(Business Administration)
DECLARATION
I, BARKHA AGARWAL, Roll no. __________,
Student of BBA (Bachelors Of Business
Administration), Part III from S.S.Jain Subodh P.G.
Mahila Mahavidhayalaya, Jaipur hereby declares that
project report on “EFFECTIVENESS OF
MARKETING STRATEGY FOR LCD TELEVISION”
is an original and authenticated work done by me.
BARKHA AGARWAL
B.B.A Part III
Enroll No.:
ACKNOWLEDGEMENT
I, BARKHA AGARWAL, Student of BBA, Part III
from S.S.JAIN SUBODH P.G. MAHILA
MAHAVIDHAYALAYA, JAIPUR would like to thanks
all those who had put their whole efforts and helped me
in completing this project.
At first, I would like to thank Mr. Mayank Saxena, Sales
Manager at ONIDA, who has given his full support and
helped me in preparing the report.
I would like to give special thanks to our Principal Dr.
Kaushalya Bhandari. My deep and whole hearted thanks
to Dr. ANJU GUPTA for providing me valuable
guidance and encouragement.
A big thanks to my parents and my sister, without their
support completion of project was a difficult task for
me. I also thank my cousin “Milan Agarwal” for his
efforts for helping me in typing this work.
At last my deep hearted gratitude for my friends for being there with me throughout the working of the project.
BARKHA AGARWAL
PREFACE
In today’s competitive era, exposure to real life situation, existing in
corporate world, is very much needed to develop managerial skills
and success in management career. For achieving positive and
concrete results, along with theoretical concepts and knowledge
practical training is must.
I took training in ONIDA located in Jaipur (Rajasthan). It was my
fortune to get training in high reputed company and in a very healthy
atmosphere. This report is the result of six weeks of my summer
training in ONIDA, as a part of BBA III year. The subject of my
report is
“EFFECTIVENESS OF MARKETING STRATEGY FOR LCD”.
INDEX
Serial no. Particulars Page no.
1 List of tables
2 List of graphs
3 Executive summary
4 Chapter-1 Introduction
5 Chapter-2 Introduction to organization
2.1 Review literature
2.2 Product Line
6 Chapter-3 Marketing strategy of ONIDA
7 Chapter-4 Competitors of ONIDA
8 Chapter-5 Research And Analysis
9 Annexure
LIST OF TABLES
Serial no. TITLE Page no.
1 1.4 Comparison between CRT and
LCD
2 2.1.7 Share market position of ONIDA
3 2.1.8 Journey and Achievement
4 4.3 Comparison of ONIDA and
SAMSUNG
5 4.4 Comparison of ONIDA and SONY
LIST OF GRAPHS
Serial
no.
Title Page no.
1 Role of size
2 Most preferred size
3 Space for LCD
4 Most preferred resolution
5 Preference for contrast ratio
6 Importance of motion response time
7 Importance of connectors
8 Importance of price
9 Affect of power consumption
10 Need for prior information
11 Brand preference
12 Sound preferred
EXECUTIVE SUMMARY
Rapid economic growth has revolutionized the Indian electronic industry.
Among the range of electronic products, television remains the most popular product among consumers. India is rapidly emerging as a key player both as a consumer and as a manufacturer. This trend is set to drive the global TELEVISION industry.
Recently, the Indian TELEVISION industry has witnessed a rapid shift in trend from the standard Cathode Ray Tube (CRT) technology to the Liquid Crystal Display (LCD) technology. According to the report, over the last two years the cost of liquid crystal display technology has reduced by 30%. Such reduced prices have contributed to the increased sales of LCD televisions across India.
The research report covers a number of key topics such as LCDTELEVISION market overview, Indian television industry, brands, prices, competitive landscape, rural India and changing consumer behavior. The report mentions the number of television companies such as ONIDA, VIDEOCON, SONY, LG and SAMSUNG.
The main reason of choosing this topic is to make analysis of different brands, in respect of consumer preference i.e.-size, space, resolution, contrast ratio, motion response time, price, electronic consumption, and obvious to find the most preferred brand by
consumers, To compare our company product to that company’s product. That will help my company to adopt changes, if required.
The research is made by taking interview of some customers who are either the customer of LCD TELEVISION or willing to buy LCD TELEVISION and they had made visit to showrooms for enquiry about LCD TELEVISION. After knowing their preferences I have compared the feature preferred by customers is present in ONIDA or not and also compared these feature to mot preferred brand which customer have suggested.
At last, I have found that all company including ONIDA is offering same product with approximately same feature, only the difference is the Marketing Strategy, and availability of the product.
CHAPTER -1
INTRODUCTION
1.1 Television Industry
1.2 LCD Television Industries
1.3 History of LCD Televisions
1.4 Comparison of CRT and LCD
CHAPTER -1
INTRODUCTION
1.1 TELEVISION INDUSTRY
Color television refers to the technology and practices associated
with television's transmission of moving images in color.
In its most basic form, a color broadcast can be created by
broadcasting three monochrome images, one each in the three colors
of red, green and blue (RGB). When displayed in fast succession,
these colors will blend together to produce a single color as seen by
the viewer. One of the great technical challenges of introducing color
broadcasting was the desire to reduce the high bandwidth, three
times that of the existing black-and-white (B&W) standards, into
something more acceptable that would not use up most of the
available radio spectrum. After considerable research,
the NTSC introduced a system that encoded the color information
separately from the brightness, and greatly reduced the resolution of
the color information in order to conserve bandwidth. The brightness
image remained compatible with existing B&W television sets, at
slightly reduced resolution, while color televisions could decode the
extra information in the signal and produce a limited-color display.
Aaya' to communicate its philosophy of thoughtful product features
that are designed keeping customers in mind.
2.2 ONIDA’s PRODUCT LINE
2.2.1
Washing machine
Air conditioners
DVD’s
Microwave ovens
LCD’s
Mobiles
WASHING MACHINES:
In 2003-04 we launched the washing machine with Hydro fall technology
which addressed the need of having a more powerful cleaning system.
Then we realized that people still used their hands for cleaning so we
launched the Triomatic technology which gives the perfect hand wash.
Then we realized that people still keep bending to wash clothes so we
launched a washing machine with a higher and wider vent so you don’t
have to bend.
AIR CONDITIONERS:
With the soaring summer heat, we saw a need for an AC with powerful
cooling. And in addition due to the raising electricity consumption, the
need for energy efficiency as well. Hence, the thought of an ultra slim
powerful AC with unique APM cooling technology that cools even at
48oc and is the most energy efficient in the country which constantly
keeps your electricity bills in check.
DVDs:
With today’s technology boom, there’s a need for a single multimedia interface
as most people now download movies, music and click pictures through
mobiles. Hence the need for USB and card reader. We also saw that most
DVDs are rented hence are scratched. Which is why, we developed a DVD
player with USB and Card Reader which also play scratched discs effortlessly.
MICROWAVE OVENS
We saw that people used Microwave primarily to heat food and not to
cook. We also noticed that it’s difficult to cook food in a microwave.
Especially Indian food. So to make cooking simpler we introduced
123 Indian auto cook menus. So all you need to make Indian dishes is
a finger. We later gave it a sleek, black look with a mirror finish so
that it looks stunning too.
Mobiles:
With the cell phone market already heavily penetrated, there was a need for a mobile that could stand apart. So what we sought to do was make every single
ONIDAMobile do so much more than what an ordinary cell phone does. So the moment you turn it on, you would realize that it’s fully-loaded. So many features. So many things. And so easy. But all these features are there in it for a reason. All of them to help you do better, enjoy better, listen better, work better or simply talk better.
2.2.2 NOW SOME DETAILS ABOUT ONIDALCD TELEVISION
As my objective is to study about ONIDALCD television so I
would like to give a brief detail about on Onida’s LCDTV.
People are fast replacing conventional TV’s with LCD TV’s. LCD
TV’s are far better than the conventional TV’s in terms of
technology, quality of pictures and the attractive looks. You can
create a feel of home theatre with LCDTV in home.
To cater the growing demand of the LCD TV, several TV brands
have come into the market.
Among all reputed brands, ONIDAis known for providing good
quality TV’s. ONIDALCD TV’s are quite popular in India for its
remarkable features, picture clarity, sharp sounds and affordable
rates.
Let us focus on the key features of ONIDATV’s which make them
popular. The LCD TV’s from ONIDAare equipped with VisD Image
Engine feature which is responsible for the clarity of picture it
involves several stages of image processing and various modes
including VisD film Mode, VisD real Image Processor, VisD Color
Manager, VisD Cross Color Suppression and others. Some of these
modes result in image free of motion judders, life like pictures. Other
modes help enhance the color and contrast to give natural feel. They
also reduce the unwanted color noise and deliver crystal clear images.
ONIDALCDTV has a very user friendly interface called SURF,
which means Simple User Reference Feature. This feature let the user
set different functions for convenient surfing of channels.
These TV support HDMI which ensure no data loss. HDMI delivers
perfect audio and video for excellent viewing experience. For
instance, 42 Xaria FHD LCDTV comes with HDMI 1.3 with deep
colors. It results in stunning colors, unprecedented details
and higher bandwidth having excellent video resolution. ONIDA42
Xaria delivers high definition viewing experience as it is provided by
Marvell, Qdeo Video Processing Technology.
Another factor behind exceptionally smooth and clear picture is the unique per-pixel motion- adaptive 3D de-interlacing technology
which prevents the jaggies and reduces feathering. It further eliminates the per-pixel noise and other distractions. The picture delivered has natural skin color tone generated by the Intelligent Color Remapping Technology. Sound performance of the ONIDA42 Xaria is exceptionally high due to presence of OctaV Audio Processing Engine. It has sound feature like 2 levels of Bass sound, 7 unique sound modes like Speech, Midnight and Metal which increase the sound experience. In addition, OctaV surround sound function acts make the sounds more enchanting. We can view two windows simultaneously on these LCD TVs from ONIDA. It makes things easier at home when two people can watch their favorite programs simultaneously on the same TV. ONIDAoffers several options to choose from if you want to buy. Before purchasing, determine your requirements and your budgets.
LCDs:
What began as a TV became the window to the future. With the advent of
television’s increasing popularity, there were many players with a wide foray
of our models. To make matters interesting, there were several foreign players
with technology that seemed futuristic and with a sleek look. However we
mainly focused on picture clarity. So instead of just aping what the offering
was, we asked ourselves, ‘Why not give a complete audio / video experience
at home as well?’ And the result was obvious: Our CTV had up to 3500 Watts
of sound. This was our first milestone which others followed. However, this
held true twenty years later as well. LCD technology came in, in a bigger way.
ONIDAonce again took the onus to remind everyone, that sound is equally
important to complete the viewing experience. So we made our Xaria with
more than twice the sound output of other LCDs in the market.
Then later on, we got onto its drawing board a pseudo home theatre with a 5.1
amplifier system and 1000-watt PMPO speakers, thereby putting a theatre’s
soul inside a TVs body.
We took the future by its horns and went on to make India’s first fully
developed indigenized Xaria LCD with more than twice the sound output of
other LCDs in the market.
ONIDA32 XARIA LITE
Another one of the new ONIDALCD TV's is the new ONIDA32 XARIA LITE
which is comes with speakers that provide a total output of 200W PMPO and is
HD Ready. It has a 30000:1 Dynamic Contrast Ratio and it uses the new VisD
Image Engine. It incorporates the new SURF User Friendly Graphic Menu and
comes with a Swivel Base. Its speakers provide a Wide Sound experience and
it comes with 2 HDMI- V1.3 with deep color picture and it supports PC
connectivity as well.
ONIDA32 DIAMOND
LCD Tvs by ONIDAalso include the new ONIDA32 Diamond, which comes
for a price of Rs. 35,990/- in India. It is one of the first LCD tv's that come with
a 5 Star Star Energy Efficiency Rating which is certified by BEE. It is a Full
High Definition LCD and has speakers that provide a total output of 400W
PMPO and a USB 2.0 port. It also uses the new VisD Image Engine and
features the SURF User Friendly Graphic Menu for more user friendliness and
also has a Swivel Base. This tv comes with 2 HDMI V1.3 ports with deep
colour and also supports PC connectivity
ONIDAI-CARE
ONIDAI-Care 22 Anti Reflective TV is an innovative 22 inch LED TV
featuring unique I-Care technology which reduces harmful UV rays by 99%
and provide a 95% reflection-free viewing which helps in improving
readability, minimizing eye strain and fatigue. Its other features are SRVe
image engine for finest picture clarity; 200W PMPO pulsating output;
extraordinary Dynamic contrast ratio of 100000:1; Dual USB 2.0 port which
plays movies, photos and music; HDMI connecting video and audio sources,
Surround Sound providing the best experience in sound and DNR which
minimizes digital video noise.
ONIDA XARIA THUNDER
ONIDA Xaria Thunder has 1366 X 768 display resolution and 32 inches screen
size. It has 1200 W PMPO, 35000:1 Dynamic Contrast Ratio, brightness
sensor, wall mount and Swivel stand.
ONIDA22 XARIA
ONIDA22Xaria is a LCD TV with a 22 Inch Screen and 1680 x 1050 screen
resolution, it is equipped with 10000:1 Dynamic Contrast Ratio, 5 ms response
time and 16:9 Aspect Ratio.
ONIDA32 XARIA LITE
ONIDA32 Xaria Lite is a LCD Tv with 32 Inch Screen size and 1366 x 768
screen resolution. It is equipped with 30000:1 Dynamic Ratio, 8 ms response
One of the main reasons for this is the fight between the brothers: Gulu and Sonu Mirchandani and their brother -in-law Vijay Mansukhani over the control of the ONIDA group. The fight has severely eroded the share of the brand and even the marketing of Onida. ONIDA was staging a recovery after the successful re-launch of the brand and the return of the Devil. But the family feud has made things difficult for the brand.
Frequent change in Advertising:
What is interesting about ONIDA is the branding. The creative duty of the brand has partly moved from one marketing agency to another i.e. from Rediffusion to McCann Erickson. But as usual, when the agency changes, the entire brand elements changes. For Onida, the change till now unfortunately is always for the worse. When O&M took the brand from Avenues, the famous tagline “Neighbor’s Envy,
Owner's Pride” and the Devil were taken off. The brand suffered for almost
10 years and has never recovered since .The change of agency from O&M
to Reinfusion again changed things and Devil returned in a new avatar
and anew tagline “Nothing but the truth" has now come into existence.
The new arrangement is not making things better. In 2007, ONIDA
launched a new campaign for its A/C and with a new tagline “It can
change your life”. Now the new campaign for the air conditioner features
a new Devil and the tagline has again changed to "Experience the desire".
ONIDA which already is in deep trouble is moving on to further confusion
with an unnecessary change in the positioning strategy. The brand has not
been able to consolidate the earlier theme based on 'truth'. Even before
establishing it, the brand has repositioned again.
Aging customer base:
The customers of ONIDA have grown older with times and the brand has failed to connect itself to the current generation.
The “devil” in the advertisements in not helping it either.
The following factors have diluted Onida’s Brand Equity:
Brand amnesia: For old brands, as for old people, memory becomes an
increasing issue. When a brand forgets what it is supposed to stand for, it
runs into trouble. The most obvious case of brand amnesia occurs when a
venerable, long-standing brand tries to create a radical new identity, such
as
When ONIDA tried to replace its original tagline with new one. The results were disastrous.
Brand fatigue: Some companies get bored with their own brands. This can
happen to products which have been on the shelves for many years,
collecting dust. When brand fatigue sets in creativity suffers, and so do a
sale which was and is the case with Onida.
Brand paranoia: This is the opposite of brand ego and is most likely to
occur when a brand faces increased competition. Typical symptoms
include: a tendency to file lawsuits against rival companies, willingness to
re invent the brand every six months, and a longing to imitate competitors.
3.2 ONIDA ADVERTISING CAMPAIGN
No other advertising campaign in India has raised as much debate over a
Over the years it swept every major award that the Indian industry could
offer…. Best Print Campaign, Best Point of Sale, Best Outdoor Campaign,
Best Film Campaign, Campaign of the Year, Advertiser of the Year, Best
Continuing Campaign……
In the process, ONIDA, starting out as the 21st brand to enter the Indian market,
went on to become one of the top three brands of the entire TV market. And in
its hey-day, the unrivalled leader of the premium segment.
It all began with a basic exercise on how to separate the identity of the 21st
brand from that of all the others that has entered the market before it.
Even in those days, just as today, most TV brand advertising focused on the
unique features their product offered. Those days’ brands talked about “state of
the art circuitry”, “picture and sound clarity”. Today brands are talking about
“Golden Eye” and “Flat Tube”.
Avenues of course examined the product and were delighted with its truly
outstanding features.
When ONIDA walked into avenues for the first time in 1984, the color TV
market in India was basking in the post-Asiad warmth. There was frightening
number of big brands ruling the market nationally, extending their success, as it
were, from their own Black & White brands to color. ONIDA was a rank
outsider and had to gate crash.
Being simplistic, this could explain away all the arrogance, the ‘risk’ and the
‘negative’ route adopted by avenues to make ONIDA stand out in jungle of
competition. In fact, that’s precisely how the ONIDA campaign’s
overwhelming success has been grudgingly acknowledged and even analyzed
by the advocates of rational and “safe” advertising; ONIDA had nothing to
lose, so they took the “risk”.
Product decisions, marketing decisions, even corporate decisions have always
been in perfect harmony with the stance dictated by the advertising
breakthrough, lending strength and momentum to the spectacular growth of
ONIDA into multi-product, multi-company empire that it is today. It’s all in
the fitness of the things that the advertising of the every new ONIDA product
often display the blue-blooded legacy of unnatural pride that grabs you by the
throat.
3.3 STRATEGIES TO REVITALIZE BRAND ONIDA
In order to revamp its position and brand value in the market ONIDA should
Use the following strategies:
Better positioning:
ONIDA should stick with a uniform positioning strategy rather than changing it with time as they did.
Celebrity Endorsement:
The Company should go for a better adverting. The company can rope in a celebrity to endorse its brand. This way the brand can be benefited from celebrities brand equity. We suggest rope in Saurav Ganguly. Ganguly’s image of a fighter and a class player will help Onida’s brand image.
Association with events:
The Company has lost its place in the minds of customers. Also, the loyal customers of ONIDA have grown older. To regain old customers and to regain visibility, Association with events can help. Onida’s problem of low visibility will be solved with its sponsorship of event like rock shows, games, marathons etc.
Line Extension:
The Company should go for line extension in value segment so as to target more customers in the lower segment. They should introduce more variants in 14”, 20” and 21” segment. These products will target the young and first time buyers. These buyers will have an emotional attachment with the brand and as they graduate to the high end segment, ONIDA can target them with its high end products.
CHAPTER- 4
COMPETITORS
OF ONIDA
4.1 Sony, Samsung, Panasonic, Videocon, LG
4.2 Comparison with competitors
4.3 Comparison of ONIDA and SAMSUNG
4.4 Comparison of ONIDA and SONY
CHAPTER- 4
4.1 COMPETITORS OF ONIDA
SONY
SONY CORPORATION (commonly referred to as Sony), is
a Japanese multinational conglomerate corporation headquartered
in Minato, Tokyo, Japan and the world's fifth largest media
conglomerate with revenue exceeding ¥ 7.730.0 trillion, or $78.88 billion
U.S. (FY2008).[4] Sony is one of the leading manufacturers
of electronics, video, communications, video game consoles,
and information technology products for the consumer and professional
markets.
Its founders Akio Morita and Masaru Ibuka derived the name from sonus,
the Latin word for sound, and also from the English slang word "sonny",
since they considered themselves to be "sonny boys", a loan word into
Japanese which in the early 1950s connoted smart and presentable young
men.
Sony Corporation is the electronics business unit and the parent company
of the Sony Group, which is engaged in business through its eight
SONY is most preferred brend among customers and ONIDAis the least preferred
brand.
12. Which sound would you prefer?
Sound 100-300 300-500 500-800 800-1000 Don’t know
No. of
customers
5 7 3 3 37
Sound preferred
0
5
10
15
20
25
30
35
40
100-300 300-500 500-800 800-1000 Don’tknow
No. of customers
INTERPRETATION:
Maximum number of customers are not aware of sound of LCD and it does not
matter to them while buying LCD.
5.4 FINDINGS
Size plays important role in buying LCD’s, because the majority of the people
have said that they prefer 32” LCD. There may be the reason for it because
most of the families have their previous CRT TV of 21” so they prefer big
screen from their previous TV.
Space for LCD also plays role. The customer who have at least 12-15 feet of
space into their room always prefer 32” LCD.
Resolution and contrast ratio are also preferred by customer while buying
LCD, because LCD TV’s are known for the same, so that will be the first
question of the customer.
At the beginning of the study I have assumed that the people who are buying
LCD or who had brought LCD never think for the price of the LCD, but my
assumption got wrong at the end of the study, most of the people strongly
agree that it plays a major role in choosing their LCD, because they have so
many option with them.
Power consumption is not a major factor because all the LCDs are coming
with 5-star rating. And also they consume less power as compare to CRT TVs.
The brand which is more preferred by the consumers of the Jaipur is SONY.
The reason which I have found that is there are so many hoardings in the city
that are striking the name of their brand so often in the mind of customer.
As most of the companies are offering many connectors with LCD’s like
HDMI ports PC Connectors etc. so it became the need of the customers.
5.5 SUGGESTIONS / RECOMMENDATIONS
As I have compared the LCD of ONIDA with other brands like
SAMSUNG and SONY, I have not found out any shortage of features
provided by ONIDA, only difference is in the promotion of the brand and
availability of the products.
ONIDA has to invest more money on the promotion of the brand.
More of the hoardings are needed in city so as to increase the
awareness of brand.
ONIDA can also open its own outlets for selling.
Print media should also be used.
Advertisements are not so attractive so company needs to invest
more money on them too.
Instead of DEVIL and Siddharth and Ritu, a popular celebrity couple
would prove more effective.
Availability of product should also be enhanced.
5.6 LIMITATIONS OF THE STUDY
The main factors that have been adversely affected the trustworthiness of the
report are:
Due to time constraints the study is being restricted to the limited
time period.
Due to busy schedule of the superior staff the optimum guidance was
not available.
Many secrets and important facts and Figures and information have
been kept hidden.
Because company had told me not to disclose that you are collecting
data for ONIDA so I can’t find out the brand perception of
consumers regarding the company.
5.7 KEY FACTS I HAVE FOUND WHILE RESEARCH
Among the imports of LCD TV into India approximately 25% were
imported in as CBU {complete built unit} and 75% were imported as SKD
{semi knock down} or CKD {complete knock down}.
In 2007, the leading India LCD TV brands were Samsung, with more than 30% share, followed by Sony {19%}, and LG {16%}. The leading PDP TV brands are LG, SAMSUNG, and PANASONIC. LG also leads the CRT TV market in India with more than 25% market share, followed by SAMSUNG AND VIDEOCON.
Thailand has a special FTA {free trade agreement} with India on duty
benefits. Therefore companies like SONY AND PANASONIC are making
LCD TV in Thailand and then shipping them to India.
21” flat CRT TV has a 55% share of the total CRT TV market in India.
There are still some concerns about India’s LCD TV market growth, poor
power supply, and vague process towards India digital TV broadcasting,
a complex TV import duty structure, regulations that are very complicated
and very inefficient.
In 2008, the share of 32” was more than 45% in India LCD TV market,
followed by 20-26 inches with 31% share. The 40-47 inches models
account only for 15% in India LCD TV market.
CRT TV OEM is a key business in India as many brands ship components
into the country and then sub contract to local OEM makers to assemble
CRT TV’s from them.
SONY, SAMSUNG AND LG have the most exclusive shops in India
The growing LCD to market in India has encouraged Indian company
VIDEOCON group to setup a TFT LCD panel manufacturing fab.
ANNEXURE
AI Webliography
AII Bibliography
AIII Questionnaires
ANNEXURE 1
WEBLIOGRAPHY
www.wikipedia.com
www.onida.com
www.compareindia.com
www.avrev.com
www.google.com
ANNEXURE 2
BIBLIOGRAPHY
Business Research Method by William Zikmund
Topic: Survey research and Data Analysis
Marketing Management by Philip Kotler
Topic: Conducting Marketing Research
Marketing Management by Ashok Sharma, Anju Gupta, Neetu
Mathur
Topic: Marketing Research
Company manual and brochures.
ANNEXURE 3
QUESTIONNAIRE
NAME:__________________________________________
CONTACT ADDRESS:_________________________________
CONTACT NUMBER:__________________________________
1 Does screen size play role in choosing LCD TV?
Strongly agree
Not agree
Sometimes depend on it
Can’t say
2 Which size do you prefer?
19”
22”
24”
26”
32”
42”
3 Does space for LCD also matters while buying?
Strongly agree
Not agree
Sometimes depend on it
Can’t say
4 How much resolution is important in buying LCD TV?
Not much
Very much
Can’t say
5 Do you prefer contrast ratio while buying LCD TV?
Always
Sometimes
Sufficient
No matters
6 Motion response time is very important in buying LCD TV?
Strongly agree
Not agree
Sometimes depend on it
Can’t say
7 Are connectors offered really needs in buying LCD TV?
Always
Sometimes
Sufficient
No matters
8 Price plays major role in buying LCD TV?
Strongly agree
Not agree
Sometimes depend on it
Can’t say
9 Power consumption matters in buying LCD TV?
Strongly agree
Not agree
Sometimes depend on it
Can’t say
10 Do you need prior information like advertising before buying LCD TV?