Professional Documents
Culture Documents
Television today has become the basic and the most important media for
business, news, entertainment etc. while it was a mere source of education and
curiosity when it came into being. Television has been revolutionized with the
The credit for the revival in TV industry largely goes to the satellite and cable
television boom. In today’s life television has become a necessity rather than a
In the post liberalization period global mega brands headed for India expecting a
huge market which was just waiting to be tapped. Although the entry of mnc’s did
1
consumer friendly schemes has resulted in a sharp rise in their market share.
Presently many international brands like Sony, Samsung, Panasonic, Philips, LG,
Thomson etc. are competing with Indian brands such as BPL, Videocon, Onida
This study has been focused on the consumer preference for consumer durables
like televisions and the impressions the consumers have with regards to product,
Samsung is one of the leading TV brands in India. The study is titled, ‘’Consumer
Response to Samsung Television’’. The study has been conducted for Viveks
limited, one of the largest consumer electronics and home appliances retail chain
of its competitors are offering similar quality and features to satisfy customer
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o Understand the degree of awareness of different brands of television.
o brands of television and to know the brands of television which are currently
o in demand.
Televisions.
o Understand the features with which the respondents are most satisfied.
Primary data for compilation of this report was gathered directly from the
3
The sample size of the study consisted of 100 respondents, 50 of whom are the
users of the various brands of televisions and 50 who are the users of Samsung
televisions.
Secondary data was obtained from the existing information available in the form
The data gathered from the respondents has been analysed, interpreted and
suggestions for the results have been provided. The findings suggested the
following:
o Onida, BPL, Videocon and Sony are the other popular brands owned by
o the respondents.
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positive brand image
o The owners of Samsung television are satisfied with their purchase and
o
o consider the products of Samsung to be of the highest quality.
o The respondents who purchased from Viveks are aware and favor the
o various features of the retail store. Of the features service was considered
o
o to be a major factor for the purchases followed by its large display of
o
o consumer electrical goods.
o The consumers are satisfied with their shopping experience at Viveks and
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o are likely to recommend it to others.
1. INTRODUCTION
Television today has become the basic and the most important media for
business, news, entertainment etc. while it was a mere source of education and
curiosity when it came into being. Television has been revolutionized with the
6
be viewed at our homes by a mere installation of a dish antenna.
The credit for the revival in TV industry largely goes to the satellite and cable
television boom. In today’s life television has become a necessity rather than a
Today due to a sea change in the world of technology, the TV sets come with
different sophisticated features like remote control, tinted picture tube, auto
search and memory functions, stereo phonic phone system, flat picture tube,
picture-in-picture, auto map program, memory sleep timer, picture control etc.
each advancement have resulted in better picture clarity and quality, with
guaranteed durability year after year. All these features have made television
viewing not only more enjoyable but also more pleasurable than ever before.
In the post liberalization period global mega brands headed for India expecting a
huge market which was just waiting to be tapped. Although the entry of mnc’s did
consumer friendly schemes has resulted in a sharp rise in their market share.
7
Presently many international brands like Sony, Samsung, Panasonic, Philips, LG,
Thomson etc. are competing with Indian brands such as BPL, Videocon, Onida
the major key for success in the industry. Each product offering is now designed
Customers may say one thing but do another. They may not be in touch with
their deeper motivations. They may respond to influences that change their
minds at the last moment. Small companies such as a corner grocery store and
huge corporations stand to profit from understanding how and why their
consumers buy.
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1.2.1. Market
buyers and sellers gather together for the exchange of goods and services.
Market means a group of people having unmet wants, purchasing power to make
their demand effective and the will to spend their income to fulfill those wants.
Under keen competition, a marketer wants to create or capture and retain the
target market. The market offering i.e. supply must meet fully customer demand,
1.2.2. Marketing
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activities necessary to direct and facilitate the flow of goods and services form
1. Matching the product with demand i.e. customer needs and desires or the
2. target market.
3. The transfer of ownership and possession at every stage in the flow of goods
ideas, goods and services to create exchanges that satisfy individual and
organizational objectives.
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1.2.3. Marketing Management
management efforts for the flow of goods and services from the producer to the
consumers. It looks after the marketing system of the enterprise. It has to plan
mix to fulfill the set goals of the business. It has to formulate sound marketing
policies and programs. It looks after their implementation and control. It has to
Marketing mix is the set of marketing tools the firm uses to pursue its marketing
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objectives in the target market.
2. Decisions on promotion
3. Decisions on price
4. Decisions on distribution.
The four ingredients are closely intereated. Under the systems approach the
decision in one area affects action in the other. Marketing mix decisions
According to Philip Kotler the term marketing mix is, ‘the set of controllable
variables that the firm can use to influence the buyers response’. In the simplest
manner, the basic marketing mix is the blending of four inputs or sub mixes,
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Price mix decision refers to decisions on the product list price, discounts,
A marketing plan lays down in writing the marketing objectives, programs and
integrated marketing plan is prepared the company shall prepare functional plan
for each component of marketing mix. To have a sound marketing plan, every
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The marketing planning covers the preparation of functional plans, integration of
this plan and the preparation of master marketing plan to serve the objective of
environmental factor.
data about problems connected to the marketing of goods and services i.e.
problems relating to product, price, promotion and distribution of the 4p’s of the
marketing mix.
Marketing research is concerned with all those factors, which have a direct
impact upon the marketing of products and services. Marketing research has
grown along with the expanded role of marketing as the focus for the business
decision-making.
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Marketing research is conducted for different purposes. They are:
3. Market
The term consumer behavior can be defined, as, ‘the behavior that the consumer
display in searching for, purchasing, using and evaluating products, services and
ideas, which they expect, will satisfy their needs’. The study of consumer
market place; it also promotes understanding of the role that consumption plays
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in the lives of individuals.
potential consumers as they become aware of, evaluate, purchase and consume
and tell others about products and services. It is the pattern of response of
make their purchase decisions. It is concerned with what, why, how much, when
and from whom buyers make their purchases of goods and services.
consciousness between the arrival of outside stimuli and the buyers purchase
decisions.
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1.2.8. Major Factors Influencing Consumer Behavior
psychological factors.
1. Cultural Factors
behavior. The roles played by the buyers culture, subculture and social class
o Culture
o Subculture
o Social Class
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Virtually all-human societies exhibit social stratification. Stratification
sometimes takes the form of a caste system where the members of different
castes are reared for certain roles and cannot change their caste membership
2. SOCIAL FACTORS
o Reference Groups
A persons reference groups consists of all the groups that have a direct or
o Family
The family is the most important consumer buying organization in the society
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o Roles and statuses
person’s position in each group can be defined in terms of role and status. A
role consists of the activities that a person is expected to perform. Each role
carries a status.
3. Personal factors
People buy different goods and services over their lifetime. Taste in clothes,
Consumption is shaped by the family life cycle. Marketers often choose life-
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Product choice is greatly affected by economic circumstances; spendable
income, savings and assets, debts, borrowing power and attitude toward
o Lifestyle
People from the same subculture, social class, and occupation may lead quite
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self-concept or self image. Marketers try to develop bran images that match
4. Psychological factors
o Motivation
A person has many needs at any given time. A need becomes a motive when
o Perception
situation.
o Learning
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When people act they learn. Learning involves changes in an individual’s
they can build up demand for a product by associating it with strong drives,
Through doing and learning, people acquire beliefs and attitudes. These in
holds about something. The beliefs make up product and brand images and
emotion feelings and action tendencies toward some object or idea. Thus a
company would be well advised to fit product into existing attitudes rather
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1.3. INDUSTRIAL BACKGROUND OF STUDY
there was only one TV center in India. The Bombay center commissioned on
the 2nd October of 1972 was the beginning of television entry in our
During the year 1970 to 1982 almost every part of the Indian subcontinent
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history of India in the year 1982. The Asian games were held in Delhi and the
In 1980’s in fact the very concept of the special TV expansion plan accepted
country with much less expenditure than through the setting up of the TV
centers. The Indian audience saw the entry of foreign channels into India
during the year 1990-92 through the satellite linkage this was followed by the
entry of Indian private channels into the mainstreams, which totally changed
the outlook of Indian television. Since then the Indian television has evolved
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Television is no longer considered as a luxury item in India but on the other
hand television has become an essential product for one and all.
In the post liberalization period global mega brands headed for India
Contrary to market surveys that showed Indian consumers were willing to pay
international prices for global brands MNC’s soon realized otherwise. Their
metros.
Although the entry of mnc’s did not make an impact initially, aggressive
LG, Thomson etc. are competing with Indian brands such as BPL, Videocon,
25
Onida etc. to capture Indian markets.
After years of dominating the CTV market, domestic players are loosing out to
multinational brands. The year 1998-99 witnessed the sales of 2.91 million
Major looser was Onida, which lost heavily as Samsung entered into its sales
in the northern and eastern markets. Videocon also suffered a drop in its
market share. Sony also saw impressive sales growth during this period.
Although it had very high brand recall it is handicapped by the fact that it
products are prices 20-25% higher than its competitors. This was because
Sony imports its picture tubes, its level of indigestion is low and it does not
manufacture 14inch TV sets, which account for 14% of the Indian CTV
market. A revamped Panasonic saw sales growth by 70% while Thomson and
sharp performed well in the niche market. LG had notched up sales of Rs.40
In the CTV industry, replacement buyers accounted for 25% and 10% are
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multiple set buyers. Rural areas have accounted for 25% color TV sales.
2. RESEARCH METHODOLOGY
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2.1. STATEMENT OF THE PROBLEM
The television industry in India has been growing considerably in recent years.
This has resulted in the entry of many multinational brands and consequently cut
it is very important and essential to invent and implement better marketing plans
in order to improve quality of the product and also to ensure better action
oriented results from the product. Thus marketing success largely depends on
the ability to anticipate buyer’s needs. Presently a great deal of awareness has
This study has been focused on the consumer preference for consumer durables
and the impressions the consumers have with regards to product, price place
and promotion.
28
analyze consumer response towards Samsung television. The study
are offering similar quality and features to satisfy customer needs and wants.
Purpose of Review
29
Gary Armstrong
3. Marketing Research S.L.Gupta
4. Consumer Behavior Sjua.R.Nair
5. Consumer Behavior Leon G Schiffman
Leslie Lazer Kamath
Websites
www.samsungelectronicslimited.com
2.3. OBJECTIVES
3.
4. various brands of television and to know the brands of television which are
5.
6. currently in demand.
8. To identify which media has the greatest influence on the respondents that
is
9.
10. to know the most effective media for advertising the project.
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12.
13. televisions and to understand the features with which the respondents are
14.
15. most satisfied with.
16. To understand user behaviour towards Samsung television.
17.
18. Understand consumer satisfaction towards shopping at Viveks retail outlets.
19.
The aim of marketing is to meet and satisfy target consumers needs and wants.
organizations select buy use and dispose of goods and services ideas or
Customers may say one thing but do another. They may not be in touch with
their deeper motivations. They may respond to influences that change their
minds at the last moment. Organisations such as Samsung stand to profit form
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2.5 OPERATIONAL DEFINITION OF CONCEPTS
activities necessary to direct and facilitate the flow of goods and services form
Consumer behavior can be defined, as, ‘the behavior that the consumer display
in searching for, purchasing, using and evaluating products, services and ideas,
Target markets may be defined as those markets or market segments that offer
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A brand is an offering from a known source.
so as to obtain answers to research questions and constitutes the blue print for
In short, it is the logical and systematic plan prepared for directing the research
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o Population to be studied.
scrutiny and statistical test to determine its validity. A sample from the population
at large is taken, relevant data is collected for hypothesis testing and analysed.
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2.8. SOURCES OF DATA
The data which are gathered to do the research work can be divided in two main
sources:
1. Primary data
2. Secondary data.
3.
Primary data
35
Primary Data is the first hand information collected for specific purpose directly
from the field of enquiry. The source of primary data for compilation of this report
was gathered directly from the respondents through the use of the questionnaire.
Secondary Data
This data is obtained from the existing information available in the form of
A sample plan refers to the technique or the procedure the researcher would
adopt in selecting items for the sample. It is a definite plan for obtaining a
sample from a given population. The sample plan is determined before the data
is collected.
36
The aggregate of all units pertaining to the study is called a population. A sample
the random sampling method. The random drawing of a sample from a large
Population
A population is a collection of all the elements we are studying and about which
Samsung televisions.
Sample size
This refers to the number of items to be selected from the universe to constitute a
sample. The size of the sample should neither be excessively large not too small.
37
The sample size of the study consisted of 100 respondents, 50 of whom are the
users of the various brands of televisions and 50 who are the users of Samsung
televisions.
The data collection instrument used for the study is a questionnaire. The
and repeatedly follows the same pattern and leaves little scope for a respondent
to stray beyond the structured format. The type of questions asked was:
1. Open-ended questions: the questions call for a response of more than a few
2.
3. words. In open-ended questions, the respondents are free to express their
4.
5. views in their own words.
38
7.
10.
11. questions, which allows only two responses such a yes-no, agree-disagree,
12.
13. male-female etc.
Fieldwork was carried out to collect the primary data from the respondents. Data
collection is carried out by meeting the users of the various brands of televisions
A simple random sampling method was used. Under this method, the selection of
items for a sample depends on chance. Each item of the population will have
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2.12. DATA PROCESSING AND ANALYSIS
Various diagrammatic representations like bar diagrams, pie charts and tables
Chapter 1: The first chapter is the introduction to the study. It provides basic
information about the study and the theoretical background of the study. It
Chapter 2: The second chapter is about the design of the study. It gives an
outline about the project such as the statement of the problem, needs, its
objectives, scope, sampling techniques, sampling design and tools for collecting
40
Chapter 3: The third chapter is the profile of respondents. It gives a detailed
description about the company profile of viveks limited as well as the origin of the
Samsung Company in India. The chapter outlines the growth, developments and
Chapter 4: The fourth chapter is the data analysis and interpretation. It gives
description about the tabulation, interpretation, and analysis of the primary data
was used to collect the data from the respondents and the bibliography from
41
2.14. SCOPE OF THE STUDY
Samsung television.
4.
5. Simple statistics are used for the tabulation of data and the analysis
6.
7. cannot be used for future applications as this project is just a study and
8.
9. not for the application in the consumer market.
11.
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12. their technology and features, any unique improvement in technology
13.
14. could alter consumer preference to a brand.
15. Human beings act artificially when they are targeted for marketing
16.
3.1. ORIGIN
VIVEK limited, is one of the largest consumer electronics and home appliances
Mdhurai and Tirunelveli covering a retail space area of over 1,25,000 sq ft and a
43
turnover of over rs.100 crores. Its brand image, VIVEK started out from a small
finest, World Class Retailing chain for consumer electronics and home
appliances.
The founder had a vision, of offering the best products to the people
44
on most affordable terms: to provide uncompromising customer care
45
Distribution of consumer products; Finance, Safe Deposit Lockers;
Million)
Samsung group and is one of the leading companies in electronic goods with
46
first manufacturer to exceed $13 billion in the total sales and exports reached
$14.5 billion.
at Noida facility, which has been set up with an investment of Rs. 90 crores. It
has also set up facilities for refrigerators, audios and room AC’s and the total
mobile, office network and core components. With this unique capability of
maximized synergy of all its divisions and today it enjoys strongest competitive
47
Up to the year 1995, VIVEK had only 3 mega showrooms in Mylpore,
products and dedication to service, which have brought customers into its
The concept of Viveks is its most distinguishing feature. Its strategy was to offer
the customer more of everything, viz, more space, more products, more service,
and more attractive promotions. Thus was born the concept of Viveks, ’’The
Unlimited Shop’’.
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None of Viveks showrooms are ordinary. They are exclusive and among the
largest in their respective locations, with innovative layouts and excellent display
tremendous response. Thanks to Viveks, Indian consumers can now shop their
Today the consumers have never had it so good. In every product category they
have a wide choice of brands and models. Viveks showrooms are able to offer
the consumer the largest range of products under one roof. Their product range
conditioners, mixers, wet grinders, water heaters, fans, microwave ovens, mobile
49
phones, molded luggage, wristwatch’s and much more.
Viveks are the leading retailers for some of the country’s top brands. And
practically, it is the first port of all the international brands entering India. some of
the brands which can bee seen at Viveks are – Sony, Samsung, LG, Panasonic,
Through the years the company has learnt to use the power of advertising and
industry leader.
It also organizes special promotional events during the year that offer benefits to
consumers shopping at viveks. Of these the most eagerly awaited is the New
Year sale, a concept that the company had pioneered some 20 years ago. This
pioneering concept of the New Year super sale is now such a rage and has
During the 2001 New Year campaign, over 40,000 people shopped at viveks and
50
generated a business over rs. 24 crores in 3 days. Every year, the company has
consistently broken its record of the previous year sale, signifying its leadership.
Chennai, the company’s market share has increased many folds. It outsells the
added new product lines like telecom, office automation, computer, air
51
Viveks has spent several years laying down the foundation for an explosive
growth. Its mission was to be India’s first truly world-class consumer durable
upgrading standards, widening its product range, and offering easy finance
.
By March 2005, viveks aims to have over 90 showrooms with substantial
To meet its growing requirement for retailing professionals, Vivek’s has a full-
fledged Human Resource Department to carefully select, recruit and train high
caliber people suited to its needs. The company has introduced many staff
welfare measures. The employees are trained with a team culture with the help
form management consultants. The company has also set up the Vikas School
52
of Retail Management to fine tune its workforce.
Viveks is perhaps the first of its kind to have its own Creative Communication
Cell with a design studio to take care of a variety of specialized and artistic
distribution.
quality, in systems in service, in range of products and in tune with the times.
53
4. Presentation, Analysis & Interpretation of Data
No. Of
Sex Percentage
Respondents
Male 74 74
Female 26 26
TABLE – 1
54
Analysis: From the above table it can be observed that 74 percent are male and
26 are female.
Chart - 1
26%
Male
Female
74%
55
Age Group No. Of Percentage
Respondents
20-30 15 30
30-40 25 50
40 above 10 20
Total 50 100
Table – 2
56
% is taken for 50 respondents
Analysis: From the above table, it is observed that 30% of the respondents are
in the age group of 20 to 30 years, 50% are in the age group of 30 to 40 years
and the remaining 20% are in the age group of 40 and above.
20%
30%
20-30
30-40
Chart - 2 40 above
50%
57
3) Table showing percentage in occupation (non – users of Samsung)
Table – 3
58
Occupation No. Of Respondents Percentage
Business 20 40
Government 13 26
Private sector 10 20
Others 7 14
Total 50 100
59
Chart - 3
Occupation of respondents
14%
40%
Business
20% Government
Private sector
Others
26%
60
4) Total family income of the respondents (non – users of Samsung
televisions)
Table – 4
Rs. 10,000-20,000 22 44
Total 50 100
Analysis: From the above table it is observed that 30% of the respondents are in
the income group of less than Rs. 10,000, 44% of the respondents are in the
61
income group of Rs. 10000 to Rs. 20,000 and 26% are in the income group of
more than Rs. 20,000.
50
45 Chart -444
40
35
30
% of Respondents
30
26
25
20
15
10
0
below Rs. 10,000 Rs. 10,000-20,000 Above Rs. 20,000 62
Family Income
5) Table showing percentage of television owned by the respondents (non-
users of Samsung).
Table – 5
2 Videocon 6 12
3 Onida 9 18
4 LG 4 8
5 Philips 5 10
6 Sony 6 12
7 Panasonic 4 8
8 Thomson 2 4
9 Akai 3 6
10 Sansui 2 4
11 Others 2 4
Total 50 100 63
% is taken for 50 respondents
Analysis: From the above table we can infer that out of 50 respondents who are
with 14%. 12% are using Videocon and Sony, 10% are using Philips, 8% of them
are using LG and Panasonic, 6% are using Akai and 4% are using Thomson and
Sansui. The two in the, ‘other’ category owned Weston and Crown.
Chart - 5
64
Respondents Classified On The Basis Of Brands Of TV
Owned
Others 4
Sansui 4
Akai 6
Thomson 4
Others
Brands Of Television
Sansui
P anasonic 8
Akai
Thomson
Sony 12
Panasonic
Sony
P hilips 10
Philips
LG
LG 8 Onida
Videocon
Onida 18 BPL
Videocon 12
BP L 14
0 5 10 15 20
% Of Respondents
65
Table – 6
66
Analysis: The above table shows that technology has been given first
availability.
Availabilty 6
Guarantee Period 9
Availabilty
Price 10
After sales service
Guarantee Period
Features 12 Price
Features
Appearance
Appearance 13
Brand Name
Performance
Brand Name 13 Technology
Performance 14
Technology 15
67
0 5 10 15 20
7) Awareness of Samsung advertisements.
From the tabulation all the respondents in the survey have answered yes to the
question of awareness of Samsung advertisements.
Table – 7
68
Total 50 100
Analysis: The above table shows that 30% of the respondents have seen the
came to know from their relatives and friends, 20% of them by newspaper, 14%
masses. Knowledge through family and friends indirectly portrays the satisfaction
22% 30%
Television
Newspaper
Magazine
Chart - 7 Consumer fair
Relatives and friends
10% Others
20%
14%
69
9) Table showing the intention of respondents towards purchase of
Samsung television.
Table – 8
70
Intention of No. Of
Percentage
Respondents Respondents
Yes 38 76
No 9 18
Indifferent 3 6
Total 50 100
Analysis: This table shows that almost 76% of respondents were intending to
buy the television, however, 18% of the respondents did not intend to buy and
televisions. This indicates that Samsung has been able to create a favorable
71
Chart - 8
6%
18%
yes
no
indifferent
76%
72
Age Group No. Of Respondents Percentage
in Years
20 - 30 14 28
30 - 40 28 56
40 above 8 16
Total 50 100
Table – 9
73
Analysis: This table shows that 28% of the owners of Samsung are in the age
16%
28%
Chart - 9
20 - 30
30 - 40
40 above
56%
74
11) Table showing occupation of Samsung owners.
Table – 10
Business 16 32
Government 9 18
Private sector 20 40
Others 5 10
Total 50 100
75
The above drawn table shows the distribution of owners according to their
sector employees and it constitutes the largest segment of the sample size. 18%
45
40
35
30
25
Percentage
Chart - 10
20
15
10
0
Business Government Private sector Others 76
Occupation
12) Table showing the total family income of Samsung owners
Table – 11
Rs. 10,000-20,000 26 52
Total 50 100
77
% is taken for 50 respondents.
This table shows that 20% of the owners belong to the income group of less than
Rs 10,000 and the 52% of the owners are in the income group of Rs.10,000 to
Rs 20,000 and the remaining 28% of the owners are in the income group of more
60
52
50
40
Percentage
30 28
20 Chart - 11
20
10
0
below Rs. 10,000 Rs. 10,000-20,000 Above Rs. 20,000 78
Family Income
13) Table showing the reach of media – Samsung owners
Table – 12
No. Of
Media Percentage
Respondents
Television 13 26
Newspaper 7 14
79
Magazines 9 18
Consumer 6 12
Total 50 100
Analysis: From the above table it is observed that almost 30% of the
14% of them through newspapers and 12%of them through consumer fairs.
communication. From this we can understand that the consumers are satisfied
with the use of Samsung TV’s. Television being ranked second highest also
80
Chart - 12
12%
26%
Television
Newspaper
Magazines
30%
Relatives and Friends
Consumer
14%
18%
81
14) Table showing the major attributes, which influenced the owners to
purchase Samsung television.
Table – 13
Analysis: out of 50 respondents, the major attributes that influenced the owners
14.9%, features 14.2, aesthetics/ appearance with 12.2, after sales service 9.9%
superior when compared to its competitors. This also adds to brand image and
82
conveys that Samsung has been able to stay ahead of its competition by
Chart - 13
2%
9% 12%
Aesthetics/Appearance
Technology
14%
15% Performance
Brand name
Price
After Sales Service
10%
Features
Gaurantee Period
15%
Others
9%
14%
83
Options No. Of Respondents Percentage
Excellent 11 22
Good 32 64
Satisfactory 7 14
Total 50 100
15) Table showing how Samsung television has satisfied the users.
Table – 14
84
Analysis: From the above table we can infer that out of the 50 respondents, 22%
64% of them, a majority of the Samsung owners have ranked the performance
of Samsung television as good and the remaining has ranked the television as
satisfactory.
14%
22%
Chart - 14
Excellent
good
satisfactory
64%
85
16) Table showing the opinion of owners regarding price of Samsung
television
Table – 15
86
Price No. of Respondents Percentage
Expensive 10 20
Moderate 36 72
Low 4 8
Total 50 100
Analysis: The above table shows that 20% of the respondent’s opinion
Interpretation: from the analysis above we can understand that a majority of the
87
Chart - 15
8%
20%
Expensive
Moderate
Low
72%
88
17) Table showing the respondents response of recommending the
Table – 16
Not Decided 7 14
Most Unlikely 0 0
Total 50 100
Analysis: From the table we can infer that 86% of the respondents are most
likely to recommend Samsung brand to their friends and relatives, 14% of them
89
haven’t decided whether to recommend Samsung TV.
Interpretation: from the above table we can understand that the uses of
Samsung televisions are satisfied with the product and are likely to recommend it
to others.
Chart - 16
Responce To Reccomendation Of Samsung TV
0%
14%
Most Likely
Not Decided
Most Unlikely
86%
90
18) Table showing respondent’s opinion regarding future prospects of
Samsung TV
Table – 17
Analysis: From the above table it is observed that 76% of the respondents
91
consider Samsung to be very good, whereas the remaining 24% of the
Interpretation: from the above analysis we can understand that the respondents
favor the brand image of Samsung and expect its future to be very good.
0%
24%
Chart - 17
Very Good
O.K.
Not So Good
76%
92
19) Table showing respondents reasons for purchasing TV at Viveks
Table – 18
93
Analysis: From the table it is observed that almost 25.7% of the respondents
purchased from viveks because of their services, 22.9% for their large display,
2.1% for the discount, and 14.6% because it is a reputed dealer and 11.1% for
nearness to their place. Others refer for financing option, brand choices etc.
Interpretation: from the above analysis we can understand that the respondents
who purchased from Viveks are aware and favor the various features of the retail
Reason For Purchase from Viveks
store. Of the features service was considered to be a major factor for the
Discount
Reputed dealer
Service
Large display
15%
23% Nearness
Others
Chart - 18
25%
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20) Respondent’s response to recommend Viveks to others
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All 40 respondents of the survey have answered yes to recommending Viveks
showroom to others.
Table – 19
Analysis: From the above table it is observed that 27.5% of the respondents
rated Viveks as excellent, 65% of rated them as good and 7.5% of them as fair.
Interpretation: from the above analysis it is clear that the consumers are
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Chart - 19
7% 0%
28%
Excellent
Good
Fair
Poor
65%
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5.1 Findings
o Out of the respondents who do not own Samsung television, Onida, BPL,
Videocon and Sony are the other popular brands owned by the
o Responden
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o The users of Samsung televisions have been influenced by family and
o The users of Samsung televisions are satisfied with the product and are
o The respondents favor the brand image of Samsung and expect its future
o to be very good
o The respondents who purchased from Viveks are aware and favor the
o various features of the retail store. Of the features service was considered
o
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o to be a major factor for the purchases followed by its large display of
o
o consumer electrical goods.
o The consumers are satisfied with their shopping experience at Viveks and
are likely to recommend it to others.
From the above findings it clear that Samsung Electronics Company limited has
a very positive brand image in the minds of the consumers. The study has
confirmed that Samsung TV’s are one of the preferred companies in television
manufacturing industry.
The company has a successful advertising campaign that has also added to its
growth and acceptance. Although Samsungs competitors may offer similar
features, the consumers are aware that Samsung televisions are superior in
quality and features. Thus to conclude it can be said that Samsung televisions
have a clear edge over its rivals and future prospects of the company are bright.
5.3 Suggestions
o The price of Samsung could be reduced; this would increase their sales
especially in the middle and lower income group.
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o Viveks could improve its relationship marketing efforts and give better
service to its consumers.
QUESTIONNAIRE
Dear respondents
I am pursuing my MBA at Administrative Management College and specializing
in Marketing Management. As part of my curriculum I am conducting a market
survey for my project titled,’ Consumer Response towards Samsung
television’. All information from the survey will be used only for academic
purpose. I request you to kindly fill in the questionnaire and help me with my
objective.
1. Name:
3. Age: a) 20 – 30 years [ ]
b) 30 – 40 years [ ]
c) 40 and above [ ]
5. Occupation: a) business [ ]
b) Government [ ]
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c) Private company [ ]
a) BPL [ ] f) Samsung [ ]
b) Philips [ ] g) Sony [ ]
c) Onida [ ] h) Thomson [ ]
d) Panasonic [ ] i) Videocon [ ]
e) LG [ ] j) Sansui [ ]
k) Any other Specify__________________________________
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a) Television [ ] d) relatives and friends [ ]
b) Newspapers [ ] e) Consumer fair [ ]
c) Magazines [ ]
f) Any other Specify__________________________________
a) Excellent [ ] c) Satisfactory [ ]
b) Good [ ] d) Not satisfactory [ ]
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14. What is your opinion regarding the price of Samsung TV?
a) Expensive [ ]
b) Moderate [ ]
c) Low [ ]
15. How likely are you to recommend the brand to your friends and family?
a) Very good [ ]
b) O.k. [ ]
c) Not so good [ ]
a) Discount [ ] d) Nearness [ ]
b) Service [ ] e) Reputed dealer [ ]
c) Large display [ ]
f) Any other Specify__________________________________
a) Yes [ ] b) No [ ]
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19. Please rate Viveks in terms of total satisfaction
a) Excellent [ ]
b) Good [ ]
c) Fair [ ]
d) Poor [ ]
……………………………………………………………………Thank you…………
Bibliography
Websites
www.samsungelectronicslimited.com
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