samsung mobile

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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11  

under the trading group, and with the housing development headquarter under the

construction group.

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

.

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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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