Summer Training Report

On

“Awareness and Concept of Microwave Oven
as a product & Consumer Behavior in respect of LG brand”

LG Electronics India Pvt. Ltd

Guwahati
Prepared By:
Shaikat Mallick PGDBM (2007-2009)

Under the guidance of:
Mr. Binit Pramanik Marketing Manager LG Electronics India

As a partial fulfillment of PGDBM programme of ISB&M

International School of Business & Media

Kolkata

DECLARATION

I do hereby indemnify my research work to be authentic and original in all respects of the process carried out in this project Under any evitable circumstances, if my project could be scrutinized and screened which evades of copying, I am liable for any demarcation /variation of marks whatsoever my guide of this project deems fit.

Shaikat Mallick International School of Business & Media Kolkata

ACKNOWLEDGEMENT I would like to heart fully acknowledge my gratitude and thanks to all the panelists who took active part in accomplishing my project. To begin with, I would like to acknowledge my sincere thanks to Mr.Anish Monga (HR &MS LGEIL) for providing me the opportunity to do my summer training in LG Electronics India Pvt. Ltd. My heartfelt gratitude also goes to my Company guide Mr. Sankarsan Adhikari (Branch Manager) & Mr. Binit Pramanik (Marketing Manager), who initiated a midas touch to all the queries and actually made the project possible by edge. Thankfulness by its expression perhaps could not be compiled in a couplet and mentioning all could be a recluse, yet I cannot wind up without the few without whom this acknowledgement note would not be justified. Mr. Dibakar Deb (Area Sales Manager GWH), Mr. Shibashis Choudhury (Area Sales Manager Lower Assam), Mr. Chandan Kakati (Marketing Co-ordinator) & the entire GWH Team who enthralled my views and helped me script down the exact requisites.. Shaikat Mallick
International School of Business & Media Kolkata

ABSTRACT

Title of the project Microwave Oven

: “Awareness and Concept of As a product and Consumer Behavior

in Respect of LG brand”. Name of the Organization Name of the Institute Media Name of the guide Organizational : Mr. Binit Pramanik Marketing Manager LG Electronics India Pvt. Ltd. Project Period : 07-04-2008 TO 22-09-2008 : LG Electronics India Pvt. Ltd.

: International School of Business & Kolkata

Major objective of the study: • • • • • • • • To find out the awareness level of Microwave ovens among the customers. To find out the most effective media for accelerating awareness level of Microwave ovens. To find the key factors for denial & acceptance of Microwave ovens. To find the reasons for low rate of acceptance for Microwave ovens. To find brand preference among consumers while purchasing Microwave Ovens. To find out consumer attitude towards LG brand among various other competitive brands lined up. To find which product category of LG is most popular among consumers and dealers. To find satisfaction level of persons who are already using LG brand.

To find the key factors for stocking of LG products by the dealers.

Methodology and based Data source Research Approach Observational data). Research instruments comprising of Sampling plan selected in from

: The study was qualitative in nature Primarily on consumers opinion survey. : Primary & Secondary. : Descriptive Data (Survey Data & & other : Well structured questionnaires Open and close ended questions. : All respondents surveyed were Random order and the same were taken Guwahati.

Major findings: • A direct analysis proves that a great percentage of people are aware of microwave ovens but people’s perception about this product is not to the expectation. It is found that newspapers & live MWO Demo as a medium of advertisement, friends &relatives & promotion procures a higher percentage in influencing a brain work in deciding factors. It is seen that a higher percentage of people prefer cooking in microwave ovens as it cooks food in quick span of time (time saving) and retains the nutritional value of food (healthy method of cooking). It is also seen that people from higher income group and in the age group of 26-40 years (mostly working mother category) prefer cooking in microwave ovens.

It is also found that people are still very reluctant to accept modernism and like to continue with the conventional methodology of cooking. Among various product category of LG, CTV’s, Washing Machines, Refrigerators and Air Conditioners are more popular among consumers and dealers.

Contd… Suggestions & recommendations: • Although people are aware of microwave ovens but their perception level about this product is still not satisfactory. So to improve this perception level, more live demonstrations of the products must be arranged. Company should also take care of the cost, reducing which would build upward graph of acceptance of product. It is seen that LG as a brand is popular for its CTV’s, Washing Machines, Refrigerators and then AC’s, so LG should spend more to increase the popularity of its other range of products (i.e. LCD’s , Front Load Washing Machines, DVD’s & MWOs too). After Sales Service should be improved to a large extent.

• •

CONTENTS
Certificate Declaration Acknowledgement Abstract CHAPTER - 1 INTRODUCTION Industry Profile LG Electronics Ltd ---A profile of the Co Microwave Oven Industry --- An overview Microwave Oven --- A brief of the product 1.4 Microwave Cooking Vs Conventional Cooking 1.5 Project Details 1.6 Statement of Problem 1.7 Objective, scopes & limitations

CHAPTER - 2 METHODOLOGY

2.1 Research Methodology 2.2 Methods of collecting data

CHAPTER - 3 ANALYSIS & FINDINGS 3.1 3.2 3.3 3.4 3.5 CHAPTER - 4 Analysis Analysis Analysis Analysis Analysis for for for for for those who don’t have Microwave oven those who have Microwave oven those who have not used LG brand those who have used LG brand the dealers

4.1 CONCLUSION 4.2 RECOMMENDATION 4.3 SUGGESTIONS TO STEP A STEP AHEAD

APPENDICES APPENDIX-A APPENDIX-B

Questionnaires Demographic profiles of respondents REFERENCES

CHAPTER -1 INTRODUCTION

Consumer Durables Consumer durables are the products whose life expectancy is at least 3 years. These products are hard goods that cannot be used up at once. The consumer durables sector can be segmented into consumer electronics, such as, VCD/DVD, home theatre, music players, color televisions (CTV’s), etc. and white goods, such as, dish washers, air conditioners, water heaters, washing machines, refrigerators, etc Consumer Durables India as emerging superpower is looked upon with great value. Factors of such exceptional growth have been the rise in income and extensive consumptions. Consequently, sectors like consumer durables are also growing at high rate. Experts have suggested that this sector is going to provide ample opportunities to young talents. Also, it is a secure sector as the consumer needs are never going to end. You can also carve your own ways in this sector; you just need to have passion to do so. We are there to guide you in blooming sector consumer durables and place you in world leading consumer durable company. Introduction Before the liberalization of the Indian economy, only a few companies like Kelvinator, Godrej, Allwyn, and Voltas were the major players in the consumer durables market, accounting for no less than 90% of the market. Then, after the liberalization, foreign players like LG, Sony, Samsung, Whirlpool, Daewoo, and Aiwa came into the picture. Today, these players control the major share of the consumer durables market.

Consumer durables market is expected to grow at 10-15% in 2007-2008. It is growing very fast because of rise in living standards, easy access to consumer finance, and wide range of choice, as many foreign players are entering in the market. On the flip side, the presence of a large number of players in the consumer durables market sometimes results in excess supply.

Overview
Market Definition The consumer electronics market consists of the total revenues generated through the sale of audio, video, and games console products designed primarily for domestic use. The audio sector consists of hifi systems, cassette, CD, Mini disc and MP3 recorders and players, personal stereos, and radios. The video sector consists of CRT and flat-panel television sets, videocassette and DVD players and recorders (standalone and integrated with TV sets), camcorders, digital cameras, and set-top boxes. Games consoles consist of all hand-held and plug-in consoles. The market is valued at retail selling price (RSP) with any currency conversions calculated using constant 2006 annual average exchange rates. Asia-Pacific comprises Australia, China, Japan, India, Singapore, South Korea and Taiwan. Research Highlights The Indian Consumer Electronics market generated total revenues of $3.8 billion in 2006, this representing a compound annual growth rate (CAGR) of 11.1% for the period spanning 2002-2006.Video equipment sales proved the most lucrative for the Indian Consumer Electronics market in 2006, generating total revenues of $3 billion, equivalent to 80.8% of the market's overall value. The performance of the market is forecast to accelerate, with an anticipated CAGR of 5.4% for the 2006-2011 period expected to drive the market to a value of $4.9 billion by the end of 2011.

Market Analysis The Indian Consumer Electronics market generated total revenues of $3.8 billion in 2006, this representing a compound annual growth rate (CAGR) of 11.1% for the period spanning 2002-2006. In comparison, the Chinese and Japanese markets grew with CAGRs of 11.8% and 15.7% over the same period, to reach respective values of $17.6 billion and $20.5 billion in 2006. Video equipment sales proved the most lucrative for the Indian Consumer Electronics market in 2006, generating total revenues of $3 billion, equivalent to 80.8% of the market's overall value. In comparison, sales of audio equipment generated revenues of $0.6 billion in 2006, equating to 14.9% of the market's aggregate revenues. The performance of the market is forecast to accelerate, with an anticipated CAGR of 5.4% for the 2006-2011 period expected to drive the market to a value of $4.9 billion by the end of 2011. Comparatively, the Chinese and Japanese markets will grow with CAGRs of 9.2% and 7% respectively over the same period, to reach respective values of $27.4 billion and $28.6 billion in 2011. With the increase in income levels, easy availability of finance, increase in consumer awareness, and introduction of new models, the demand for consumer durables has increased significantly. Products like washing machines, air conditioners, microwave ovens, color televisions (CTVs) are no longer considered luxury items. However, there are still very few players in categories like vacuum cleaners, and dishwashers. Consumer durables sector is characterized by the emergence of MNCs, exchange offers, discounts, and intense competition. The market share of MNCs in consumer durables sector is 65%. MNC's major target is the growing middle class of India. MNC’s offer superior technology to the consumers, whereas the Indian companies compete on the basis of firm grasp of the local market, their wellacknowledged brands, and hold over wide distribution network. However, the penetration level of the consumer durables is still low in India. An important factor behind low penetration is poor government spending on infrastructure. For example, the government spending is very less on electrification programs in rural areas. This factor discourages the consumer durables companies to market

their products in rural areas. Some Facts, 1. Bargaining power of suppliers in consumer durables sector is limited due to threat of imports and intense competition. 2. Some of the entry barriers in consumer durables sector are distribution network, capital, and ability to hire purchases. 3. Demand is seasonal and cyclical. 4. Competition among players is on the basis of difference in prices and well-acknowledged brands.

MARKET VALUE The Indian consumer electronics market grew by 7.6% in 2006 to reach a value of$3.8 billion. The compound annual growth rate of the market in the period 2002-2006 was 11.1%. Table 1: India Consumer Electronics Market Value: $ billion, 2002-2006 Year 2002 2003 2004 2005 2006 $ billion 2.5 2.9 3.2 3.5 3.8 INR billion 109.2 126.8 141.7 154.7 166.5 % Growth 16.10% 11.80% 9.20% 7.60% 11.1%

CAGR, 2002-2006:

Sector Outlook
There has been strong competition between the major MNCs like Samsung, LG, and Sony.

According to isuppli Corporation (Applied Market Intelligence), country's fiscal policy has encouraged Indian consumer electronic industry. The reduction on import duty in the year 2005-06 has benefited many companies, such as Samsung, LG, and Sony. These companies import their premium end products from manufacturing facilities that are located outside India. Indian consumers are now replacing their existing appliances with frost-free refrigerators, split air conditioners, fully automatic washing machines, and color televisions (CTVs), which are boosting the sales in these categories. Some companies like. LG Electronics India Ltd. & Samsung Electronics Co. Ltd is now focusing on rural areas also. These companies are introducing gift schemes and providing easy finance to capture the consumer base in rural areas.

Growth in 2007-08
Consumer Durables
Air Conditioner Refrigerator Microwave Ovens Washing Machines Color Televisions (CTVs) Black & White Televisions VCDs Consumer Electronics (Overall)

Growth
25-35% 25-30% 35% 10-20% 25-40% -25% 40% 15%

Scope
In terms of Purchasing Power Parity (PPP), India is the 4th largest economy in the world and is expected to overtake Japan in the near future to become the 3rd largest. Indian consumer goods market is expected to reach $400 billion by 2010. India has the youngest population amongst the major countries. There are a lot of young people in India in different income categories. Nearly two- thirds of its population is below the age of 35, and nearly 50 % is below 25. There are 56 million people in middle class, who are earning US$ 4,400- US$ 21,800 a year. And there are 6 million rich households in India. The upper-middle and highincome households in urban areas are expected to grow to 38.2 million in 2007 as against 14.6 million in 2000.
- Current Scenario - Future Scenario

Rural sector offers huge scope for consumer durables industry, as it accounts for 70% of the Indian population. Rural areas have the penetration level of only 2% and 0.5% for refrigerators and washing machines respectively. The urban market and the rural market are growing at the annual rates of 7%-10%and 25% respectively. The rural market is growing faster than the urban market. The urban market has now largely become a product replacement market. The bottom line is that Indian market is changing rapidly and is showing unprecedented business opportunity.

Current Scenario
The consumer durables market in India is valued at US $ 4.5 billions currently. In 2007, microwave ovens and air conditioners registered a growth of about 30%. Frost-free refrigerators have registered significant growth as many urban families are replacing their old refrigerators. Refrigerator sales amounted to 4.2 millions in 2006, whereas the production of the refrigerators went up by 17% as compared to the preceding year. Washing machines, which have always seen poor growth, have seen reasonable

growth in 2006. More and more Indians are now buying electrical appliances due to change in electricity scenario. The penetration level of color televisions (CTVs) is expected to increase 3 times by 2008. According to National Council for Applied Economic Research (NCAER), Indian consumer class is growing at a fast rate. This in turn is benefiting the consumer durables Manufacturers.

Future Scenario
With easy availability of finance, emergence of doubleincome families, fall in prices due to increased competition, government support, growth of media, availability of disposable incomes, improvements in technology, reduction in customs duty, rise in temperatures, growth in consumer base of rural sector, the consumer durables industry is growing at a fast pace. Given these factors, a good growth is projected in the future, too. The penetration level of consumer durables is very low in India, as compared with other countries. This translates into vast unrealized potential. For example, in case of color televisions (CTVs), the penetration level of various countries is: India Brazil China US France Japan 24% 11% 98% 333% 235% 250%

Demand and Penetration Level of White Goods in India
1995-1996 Demand Penetration 3.43 million 149 2005-2006 8.72 million 2009-2010 13.14 million

per 319

per 451 per 1,000

level

1,000 households

1,000 households

households

In a study conducted by Frost & Sullivan and commissioned by India Semiconductor Association (ISA), the demand for Electronic Appliances is projected to grow exponentially at a compounded annual growth rate (CAGR) of 30%. In billions

RISING INDIA
India, as one of the four BRIC nations, along with Brazil, Russia and China, is running an average of 7 percent annual economic growth, mostly driven by a growing IT sector.

Some experts predict that India will become the world's largest economy by 2035. The economic reforms initiated by the government in the early 1990s have done much to boost the Indian economy, and it seems they have also transformed Indian consumer perceptions about CONSUMER GOODS.

HUGE MIDDLE CLASS DEMAND
Demand for consumer durables is set to grow 12-15 per cent a year in India over the next five years, helped by rising salaries and soaring aspirations among the nation's estimated 270 million middle class. LG -- which sells plasma color TVs, air-conditioners, refrigerators, washing machines, computers and mobile phones -- expects Indian sales to hit $1.9 billion in 2005, and reach $6.7 billion in 2010, up about 29 per cent each year. The appliance market in India is dominated by foreign brands. Korean brands, followed by American brands like Whirlpool, have replaced once-popular Indian names Samsung, Onida, BPL, Voltas, Kelvinator, and Godrej as brand leaders. Only India’s Videocon is perceived to be competitive with foreign brands.

PROBLEM OF INDIAN APPLIANCES BRAND
The problem with Indian appliances brands seems to be the perception that they have not delivered innovative products.

Korean brands, in contrast, performed much better on this score while offering value-for-money products, and this has earned them the confidence of Indian consumers. Further, Indian appliance producers have not focused on harnessing the power of their brands by targeting smaller town markets and lower price points. At one time Indian appliance makers like Sumeet and other local brands garnered sales volume through bargains, discounts and exchange offers. When Chinese players entered the market with competitively priced products, due to their extremely low production costs, the Indian players lost ground here as well. The only appliance segment in which Indian brands continue to steadfastly rule the market is mixergrinders/food processors, where Indian products are designed to meet unique Indian kitchen needs. Recognizing the fact that Indian brands need a wider product portfolio, Godrej, a traditional home appliance manufacturer, is making a foray into production of color TVs and DVD players. Mirc Electronics, a maker of Onida brand TVs, has moved into appliances with its washing machines and air-conditioners. Perhaps they are hoping to duplicate the success of Korean brands, which flooded the Indian market with a wide range of products, but it remains to be seen if Indian brands in the appliance segment will win back the confidence of Indian consumers.

NEW LAUNCHES AND INNOVATION FUEL GROWTH
Detergent-free washing machines, freestanding cooker hoods and microwaves helped drive growth as manufacturers targeted the premium end of the industry. Up to eight microwaves were launched in 2005 with LG Electronics India Pvt. Ltd. taking the lead. As Indian consumers became more sophisticated in their buying habits, companies were forced to bring in the latest products, designs and innovations to meet demand. Also interesting were the LPG-based and halogen heaters within the heating appliances range as LPG- bases heaters helped marketers to further expand their market into villages and smaller towns as well where electricity is still not frequently available.

SUCCESS OF KOREAN BRANDS IN INDIA

According to a recent survey conducted by GFK Marketing Services, one of the world's top-five market research companies, LG Electronics Inc. was found to lead in India's five major home appliances categories; Color televisions, Refrigerators, Washing machines, Air conditioners and Microwave ovens, during the April-June period. LG-brand air conditioners held a 41 percent market share, televisions 26.7 percent, refrigerators 29.4 percent, washing machines 35.1 percent and microwave ovens 38.9 percent. Televisions rose 2.3 percent, while refrigerators and washing machines rose 3.4 percent and 2.7 percent respectively, from a year ago.

Swot Analysis

Strengths
1. Presence of established distribution networks in both urban and rural areas 2. Presence of well-known brands. 3. In recent years, organized sector has increased its share in the market vis a vis the unorganized sector.

Weaknesses
1. 2. 3. 4. Demand is seasonal and is high during festive season Demand is dependent on good monsoons Poor government spending on infrastructure Low purchasing power of consumers

Opportunities
1. In India, the penetration level of white goods is lower as compared to other developing countries. 2. Unexploited rural market 3. Rapid urbanization. 4. Increase in income levels, i.e. increase in purchasing power of consumers 5. Easy availability of finance.

Threats.
1. Higher import duties on raw materials imposed in the Budget 2007-08 2. Cheap imports from Singapore, China and other Asian countries

1.1 GROUP:
LG Group is a large South Korean chaebol (conglomerate), which produces electronics (including domotics), mobile phones and petrochemical products and operates subsidiaries like LG Electronics. The company was originally established in 1958 as GoldStar, producing radios, TVs, refrigerators, washing machines, and air conditioners. The LG Group was a merger of two Korean companies, Lucky and GoldStar, from which the abbreviation of LG was derived. The current "Life's Good” slogan is a backronym. Before the corporate name change to LG, household products were sold under the brand name of Lucky, while electronic products were sold under the brand name of GoldStar (Hangul:금성 ). Based in South Korea, LG Electronics (LGE) had a global turnover of US$ 29.9 billion in 2003 . LGE has 50 affiliated companies across the globe, with 300 offices and presence in 120 countries. With over 64,000 employees, it focuses on four main businesses - Electronics and Telecommunications, Services, Finance and Chemicals. LGE has 20 R&D centers worldwide and has subsidiaries in 76 countries. Created in 1947 as "Lucky-Goldstar", it assumed the abbreviated name of "LG" in 1995. LG is also an abbreviation of "Lucky Geumseong" in South Korea, which is translated into English as Lucky Venus (Goldstar). Before then, many electronic products were sold under the brand name Goldstar, while some other household products (not available outside South Korea) were sold under the brand name of Lucky. The Lucky brand was famous for producing household cleaning products and laundry detergents in South Korea. Before massive industrialization of South Korean society, the name Lucky was synonymous with toothpaste. Since 2001, LG has two joint ventures with Royal Philips Electronics: LG Philips Display and LG.Philips LCD. LG has made a joint venture with Nortel Networks and has created LG-Nortel Co. Ltd. LG also has a joint venture with Hitachi which manufactures optical data storage solutions like DVD-ROM drives, CD

writers, etc. LG has owned the LG Twins baseball club since 1989. LG acquired a majority share of the American television manufacturing company Zenith in 1995.

LG INDIA

LG Electronics India Pvt. Ltd., a wholly owned subsidiary of LG

Electronics, South Korea was established in January, 1997 after clearance from the Foreign Investment Promotion Board
(FIPB).

The trend of beating industry norms started with the fastest ever-nationwide launch by LG in a period of 4 and 1/2 months with the commencement of operations in May 1997. LG set up a state-of-the art manufacturing facility at Greater Noida, near Delhi, in 1998, with an investment of Rs 500 Crores. This facility manufactured Colour Televisions, Washing Machines, Air-Conditioners and Microwave Ovens. During the year 2001, LG also commenced the home production for its eco-friendly Refrigerators and established its assembly line for its PC Monitors at its Greater Noida manufacturing unit. The beginning of 2003 saw the roll out of the first locally manufactured Direct Cool Refrigerator from the plant at Greater Noida. In 2004, LGEIL also up its second Greenfield manufacturing unit in Pune, Maharashtra that commences operations in October this year. Covering over 50 acres, the facility manufactures Color Televisions, Air Conditioners, Refrigerators, Washing Machines Microwave Ovens Color Monitors and GSM phones. The Greater Noida manufacturing unit line has been designed with the latest technologies at par with international standards at Korea and is one of the most Ecofriendly units amongst all LG manufacturing plants in the world . Established in 1997, LG Electronics India (LGEI) is a wholly-owned subsidiary of LG Electronics South Korea. It is one of the leading companies in consumer electronics, home appliances and computer peripherals in India. It has a turnover of almost US$ 1000 million in India. LGEI’s sales are increasing with a CAGR of 40 % over the past five years. LG is the market leader in various segments like CTVs, Microwave ovens, Frost-Free Refrigerators, Washing

Machines and Air-Conditioners, with market shares of 26.2 percent, 41.2 percent, 37.9 percent, 34.1 percent and 34 percent respectively. LG Electronics India received the Occupational Health & Safety Management System OHSAS 18001:1999 certification from the British Standards Institution (BSI), India, for a systematic approach towards Occupational Health and Safety Management. Various studies have shown that the consumer is well informed on the health awareness front. LG was one of the first companies who recognized the emerging change in consumer needs and decided to differentiate their products on the basis of technology which appealed to the consumer on the basis of health benefits. Its vision was to become a 'Health Partner' for its consumers worldwide and therefore formulated its corporate philosophy to make peoples' lives better, convenient and healthier The CTV range offered by LG has 'Golden Eye' technology, which senses the light levels in the room and adjusts the picture to make it more comfortable for the eyes. The entire range of LG air-conditioners have 'Health Air System', which not just cools, but keeps pollution out. Similarly, microwave ovens have the 'Health Wave System', refrigerators have the 'PN System', which preserve the nutrition in food and washing machines have 'Fabricare System', which takes the health factor down to ones clothes. All the products offered by the company have unique technologies, developed by its R&D departments that give customers a healthier environment to live-in. The year 2001 witnessed LG becoming the fastest growing company in the consumer electronics, home appliances and computer peripherals industry. The company had till the month of October 2001 achieved a cumulative turnover of Rs 5000 Crores in India since its inception in 1997, making it the fastest ever Rs 5000 Crores clocked by any company in the Indian consumer electronics and home appliances industry. Having achieved this milestone, LG achieved another benchmark with the first ever sales of One Lakh ACs (Windows and Splits) in a calendar year. In Colour Televisions having set the sales target of one million units of Color Televisions for 2002, LG has already achieved the one million mark in the month ahead of its target. In 2003, LG has emerged as the leader in

Colour Televisions, Washing Machines, Air

Conditioners, Frost-Free Refrigerators and Microwaves Ovens.

In the year 2004, LGEIL achieved unprecedented sales efficiency both in Direct Cool and Frost Free segment and sold more than 1 million units of refrigerators outperforming industry expectations. LG Electronics India is the fastest growing company in the consumer electronics, home appliances and computer peripherals industry today. LG Electronics is continually providing superior technology products & value for money to more than 50 lakh households in India. The company has achieved a turnover of Rs 6500 crore in 2004 and aims to touch a turnover of 10 Billion US Dollars by 2010 and commands an enviable position in the GSM mobile phone market. It has already started manufacturing of GSM phones in its plant at Pune. LG India has also been taking on a slew of initiatives as a part of Corporate Social Responsibility. LGEIL is proud to have adopted about 24 villages around our Greater Noida facility. LG extends Free Medical Care, which comprises of free check ups and a free distribution of medicines on a daily basis. LGEIL is also generating self-employment opportunities for the people in the form of tailoring, knitting etc. in addition to all this, LG also sends veterinary doctors regularly to these villages. Besides all this, LG India is one of the very few companies in the country that has an internal Energy, Environment, Safety and Health Department. This function caters to activities like Energy Conservation, Environmental Issues, Work Place Fire and Safety as well as Occupational Health for the benefit of the employees.

LG BENEFITS: “LG delivers a different experience”

LG: THE PERSONALITY – “LG is delightful”

Branch Hierarchy
Branch Manager

Branch Accountan t Area Manager (GWH)

Service

Sales

Logistics

Marketin g

Area Manager (Lower

Area Manager (Silchar)

Area Manager (Jorhat)

Product Managers

Marketing Managers

Marketing Co-Ordinator

MWO Chef / HWE

SSE & ISD

LG branch Chenikuti (ASSAM)
The office is located in Guwahati at Chenikuti area near the bank of Brahmaputra river with a total of 25 very enthusiastic professionals. The Branch office is sub divided into Three Area Offices 1) Guwahati, 2) Jorhat Area Office 3) Silchar Area Office. The Guwahati Area office has departments Like Marketing headed by Mr. Binit Pramanik , Accounts headed by S. Biswal and the Branch office is leaded by Mr. Sankarsan Adhikari who is the BM ( Branch manager) of the Guwahati branch . The office in Guwahati is the Branch office of LG that covers the whole seven Northeastern States, that is responsible for the marketing activities in Assam including all the neighboring states. The office keeps a regular track of the all promotional activity and the main objective is to achieve the target precedence by the HO . The Guwahati branch is one of the best branch of LG giving LG a good Marketing & Sales support. The office was ranked first in the month of April and is dedicated to retain its position. The offices are ranked in the result of sales turnover, Guwahati branch always goes pass its target . The office has a average turnover of 14 crores every moth and in the month of July they are aiming for 15 crores which is always recommended one of the best Branch office across. VISION : LG has a positive perception of India and the Indian consumer. LG is making a foray into the e-commerce market in India and has partnered with various local websites like fabmall.com, rediff.com, indiatimes.com, and indiaplaza.com. Secondly launching of new technologies in consumer electronics and home appliances .

Thirdly LGEIL is implementing a “digital manufacturing system” (DMS) as a cost-cutting innovation. This system is a follow-up to the Six Sigma exercise LGEIL had initiated earlier. LG is also planning to invest over US$ 208 million in India over the next three years to expand the business. Mobile software development is also on LG’s agenda.

MICROWAVE OVEN
1.2 MICROWAVE OVEN INDUSTRY ---AN OVERVIEW. Even as a host of electronic products made rapids inroads into Indian homes in the last decade, the microwave oven – an essential item in every kitchen in developed countries-did not. Homemakers preferred to make do with their gas stoves, tawas and pressure cookers. Last year was different though. The microwave oven market jumped as much as 25 percent to about 2.4 lakh units. This is still a fraction of the colour television market, which stands at over 6 million units, but going by the current level of activity, microwaves in India appear set to go the global way. A combination of factors has brought the market alive. Leading players like Samsung, LG, Whirlpool and Electrolux have introduced a range of models, with prices of entry level ones coming down to below Rs 6,000 last year. Many local players are sourcing products from China and selling it here at very attractive rates. LG, Samsung , Electrolux are also making determined efforts to get the homemaker to see the microwave as a cooking device, rather than as a mere reheating one, by holding country-wide cookery classes and home demonstrations. Some has also customized microwaves to Indian conditions— there are, for instance, Whirlpool microwaves that seek to replicate the tawa effect to make Indian items like parathas

and crisp dosas, and those which enable steam cooking for items like idlis and dhoklas. Innovations are also making the product look increasingly attractive. The longstanding concern that microwaves destroy a lot of valuable nutrients, far more than other forms of cooking, is being sought to be addressed technologically. Samsung claims its patented bio ceramic enamel coating helps retain essential vitamins while cooking. With the increased purchasing power of the younger generation and with more and more women balancing home and careers, any product that provide convenience and saves time will be well accepted in time to come. As for the companies, with competition heating up with increasing capacities and players, companies with the ability to cater the requirements of middle income households and with a certain level of indigenous know-how will emerge winners in this cluttered market. History Who invented?? During a radar-related research project in 1946 that Dr. Percy Spencer, engineer with the Raytheon Corporation, noticed something very unusual. He was testing a new vacuum tube called a magnetron when he discovered that the candy bar in his pocket had melted. This intrigued Dr. Spencer, so he tried another experiment. This time he placed some popcorn kernels near the tube and, perhaps standing a little farther away, he watched with an inventive sparkle in his eye as the popcorn sputtered, cracked and popped all over his lab. In 1946, the Raytheon Company had filed a patent proposing that microwaves be used to cook food. An oven was then placed in a Boston restaurant for testing. At last, in 1947, the first commercial microwave oven hit the market. These primitive units where gigantic and enormously expensive, standing 5 1/2 feet tall, and costing about $5000 each. The magnetron tube had to be watercooled, so plumbing installations were also required. --- A BRIEF OF THE PRODUCT

WHAT ARE MICROWAVES?
Microwaves are a means of transferring energy through space. They are a form of electromagnetic energy , like light waves or radio waves, and occupy a part of the electromagnetic spectrum. Microwaves are used to relay long—distance telephone signals, television programs and computer information across the earth or to a satellite in space. They are used to detect speeding cars. Microwave is perhaps the most familiar as the energy source for cooking food. Electromagnetic radiation exists in a range of frequencies called the electromagnetic spectrum. Each frequency has a specific wavelength and as the frequency decreases, the actual length of the wave gets longer. As the frequency of the wave changes, their property also undergoes a change. For instance, as the frequency increases to 1000 MHz [1000 x 10], you get infrared heat. As the frequency increases further, we get visible light, up to [(423—7320 x (10) MHz. The frequency of domestic microwave ovens is standardized at 2450 MHz, which is equal to 245 x 10. PROPERTIES OF A MICROWAVE AT FREQUENCY OF 2450 MHz: • • Can pass through anything but metal. Gets reflected by metal.

Acts on moisture and fats [vibration @ (2450 x 10) ] times per second.

HOW A MICROWAVE OVEN WORKS. To put it briefly, microwaves penetrate food directly raising its temperature and resulting in its cooking. The cooking takes place through the process of reversal of polarity in the following manner : All wave energy changes polarity from positive to negative with each cycle of the wave. In microwaves, these polarity changes happen millions of time every second. Food molecules – especially the molecules of water – have a positive and negative end, in the same way a bar magnet has a north pole and a south pole.

When microwaves at the right frequency bombard food, they cause the polar molecules to vibrate at the same frequency, millions of times a second. All this agitation at the molecular level creates friction, which heats up the food. The microwaves pass through the container [which is generally of glass, plastic or paper] and, therefore, only the food is heated.

The microwaves are :• • • • Generated by the magnetron, Transmitted down the waveguide, Reflected off the wall of the microwave oven’s cavity, and Disturbed evenly in the oven cavity to cook the food.

METHODS OF COOKING.
Transfer of energy to heat food can occur in three different ways :

Conduction :
Conduction occurs when there is a direct contact with a heat source such as a burner on a gas or electric stove. As the stove’s burner gets hot, the heat is transferred through the pan sitting on the burner via conductor and then transferred through to the food inside the pan.

Convection :
Convection occurs when rising [of fan assisted ] hot air or steam circulates in an enclosed area such as a gas or electric oven. When the air surrounding the food heats up, this heat is passed first to the food’s outer layers and then progressively to its inner ones.

Radiation :
Radiation occurs when electromagnetic heat waves flow through space. In this case, heating is caused mainly by the vibration of water molecules in the food. So, microwave ovens produce heat directly inside the food, heating is more evenly and more quickly than conventional ovens. Microwaves ovens cook food by radiation and by conduction and in some brands of microwaves by convection too. Once in the oven’s cavity, microwaves actually penetrate the food upto a depth of 1.5 inch, depending on the density of the food and the amount of the food that is in the oven. The centre of thicker foods may not be affected by the radiation and therefore only become cooked as the heat conducts to the centre. Broadly, a microwave oven works as follows: A vacuum tube called “magnetron” is electrically activated and generates these microwaves with a frequency of 2450 megacycles per second or 2.45 GHz. The microwaves are directed through waveguides to be effectively distributed in the oven cavity. The microwaves then reflect off the wall’s of the oven’s interior and are absorbed by molecules in the food. Because each wave has a positive and negative component, Even cooking, inside to Layer-by-layer, outside to the molecules in the food are ----------------- back and forth at outside inside the rate of the microwave frequency.
Cooking through Oil More usage of Oil/Ghee Cooking through Water molecules

Less Oily food Conventional Vs. Microwave Cooking Less time consuming & enjoyable Same utensils can be used to cook & serve Non- messy , more neat & clean kitchen walls Nutritional Value of the food is preserved

More time consuming & tiring Conventional

Microwave
Separate utensils for cooking & serving Spoils the kitchen wall with sprinkling of oil Nutritional Value of the food is lost due to longer cooking

What all can be done in a MWO?
• • • • • • • • Cooking Warming/ Simmering Re-heating Roasting Baking Defrosting QUALITY OF COOKING Uniform and even cooking.

Research has proved that it preserves 90% of nutrients and vitamins, and retained food’s natural colour and flavor – all contributing to a healthy meal. All frozen food can be quickly and effectively thawed before cooking so that the taste, colour and flavor are not lost while cooking. Cooking is optimum accurate due to precise control over duration and temperature.

SAVING OF TIME
Faster cooking. You don’t have to spent time in front of the oven stirring the food and adjusting the flame, thus saving a lot of cooking time and your own time.

Faster cooking means saving on electricity bills.

CONVIENENCE AND COMFORT
No smoke and no condensation in the kitchen. Since, temperature and cooking time are precisely programmed, there is no sweating near flame and heat and there is saving of immense time and energy. The container does not get hot.

HEALTH AND HYGIENE
Requires very little oil which means low fat food and low cholesterol. Retains taste, freshness and natural nutrients in food.

SAFETY WHILE COOKING:
Since it does not deal with any kind of flame, there is no risks of accidents or burn injuries. Similarly, there is no risk of accidents involving gas cylinders and pressure regulator valves.

LG Micro Oven Models Solo
MS-1927C to be continued in 2008

MS-1947C to be continued in 2008

MS-2342AE to be continued in 2008

MS- 2347 BS (New Model in Metallic Silver Colour – Sept 2008 Launch)

Grill
MG-396 WA/ WS & MG-397 WB continue till August 08’ new model in Sept 08’ MH- 3948 WS/WA & MH 3948 WB 1. 19 ltr, micom, anti bacterial cavity, metallic silver color MH- 3948 WS 2. 19 ltr, micom, anti bacterial cavity, White color MH3948 WA. 3. 19 ltr, micom, antitill August cavity, Black colorSept MG-555 F/FS continue bacterial 08’ new model in MH08’ MH-6558 F /FS. 1. 25ltr, anti bacterial cavity, micom, metallic silver color MH-6558 FS. 2. 25ltr, anti bacterial cavity, micom, white color MH6558 F.

MG-557B continues till August 08’ new model in Sept 08’, MH 6558 BH. 1. 25 ltr, micom,anti bacterial cavity, white color with black door

OM eD v Wa

MH 6347 AR to continue till Aug08’ in place of MG-2341 BR. MH 6347 B to continue till Aug08’ in place of MG-2381 LE. 1. 23ltr, micom, Wave Dom, White color.

MG-607APR, to continue 1. 30 ltr, micom, rotisserie, stainless steel cavity.

MG-3937 C to continue in 2008. 2. 19 ltr, mechanical with clock, child lock, &white color.

Convection
MC-7648 WH/WSH in place of MC- 767 W/WS. 1. MC-7648 WH, 26 ltr, white color, 8 Health +menus , 36 Auto Cook menus, Keep Warm, Steam Clean function. 2. MC-7648 WSH, 26 ltr, metallic silver color, 8 Health +menus, 36 Auto Cook menus, Keep Warm, Steam Clean function. MC -7688 DP in place of MC- 2681 DS. 1. 26 ltr, tactile, white color, 21 auto cook menus, kid’s menus

MC-8048 WR in place of MC- 808 WAR. 1. 30 ltr, micom, rotisserie , 44 auto cook menus, keep warm steam clean function.

MC-8083MLR to continue. 1. 30 ltr, micom, rotisserie, stainless steel finish.

MC-9243 JR to continue till Aug 08’ new model in Sept 08’ MC- 9827 BQ. 1. 42 ltr micom, with 4 rotisserie,

ve Wa

M DO

MC-7645 B/BS to continue in 08’. 1. 26 ltr, Wave Dom (Round Cavity), Metallic silver Color.

Solar Dom LG MWO - USPs

ML-8483. 2. 34 ltr, Light Wave with (Round Cavity).

USPs Solar Dom Wavedom Intellowave Technology Dimpled Cavity Concealed Heater Quartz Heater Bigger Turn Table Motorized Rotisserie Diet Cook Menu

Technology Light wave technology Round Cavity

Benefit 4x Faster Cooking Faster cooking,Large space,Easy cleaning

3 Dimensional heat pockets Uniform Cooking Unique Structural design Safety norm Radiation emission based heat Reflection of waves towards food Safe for use Faster & uniform browning Larger usable space Uniform browning Control calorie intake

Capacity enhancement Motor based bar-be-que Calorie value display

Auto Roast & BakePredefined mode,MWOEasier to make convection Menu power level & time dishes

Feature At one touch, the MWO operates at 900 W level at 30 sec pulses.

Benefit Helps in reheating purposes.

Fast Cook

5 Power Levels

The output Power Levels can be adjusted at 100%, 80%, 60%,40% and 20% according to the food being cooked Once the child lock is pressed, the panel cannot be tampered with.

Utilizes optimum power and helps in saving the power being consumed.

Protects the panel from being tampered by the child.

Child Lock

Intellowave Technology

This unique technology has a revolutionary wave guide that transforms ordinary waves into 3Dimentional hot pockets.

This ensures that food is cooked from all sides leading to even and uniform cooking.

More Usable Space, Easier to clean Speed Cooking
Round Cavity

LG MWO wider turntable.
LG Competition

Enables you to place a bigger dish or two dishes at the same time .

Bigger Turn Table

Indian Auto Cook

Select programmed Indian recipes. One touch operation.

Faster and easier cooking of day today recipes.

Diet Cook

Indicates the calories depending on the weight and type of food cooked.

Enables the monitoring of calorie intake.

Intello Custom Cook

One can feed the settings of the favorite recipes once.

Helps easier cooking of food cooked everyday. The cavity is round from the inside and not square like other cavities One touch option for baking. Just need to enter weights.

AutoBake

Preset Programs for baking Pizza, Baked Vegetables, Cake and Cookies Combination cooking options like M+G or M+C, depending on the type of food being cooked.

Combination Cooking

Better cooking of the food due to the combination options.

Adjustable Tray heights with high and low tray stands.
High Rack Low Rack

Better Grilling of food like Pizzas etc where the crust has to be crisp.

The cavity is coated with a special material.
Antibacteria Cavity

Easy cleaning, odor absorption, prevents bacteria formation.

All Weather Ferment

Provides Ideal Conditions like 40 C temperature at which fermentation takes place

Faster setting of curd, dosa batter etc. esp in winter seasons.

Next Step Guide

Help guide that displays the next step of cooking on the LCD panel

Assists in cooking of food at every stage.

LG MICROWAVE OVENS
Microwaves are the divided into three divisions SOLO CONVECTIONAL GRILL SOLAR DOM SOLO LG Solo models give you • Cooking • Defrosting • Heating. GRILL The specialty in the Grill model is • Cooking • Defrosting • Heating • Grilling CONVECTION In the Convection with these all facility of grilling the additional facility you get is that you can bake, • • • • • Cooking Defrosting Heating Grilling Even Browning -Crispiness in the Food

SOLAR DOM: LG’s Solar Dom radiates heat by halogen light and lightwave technology, and the round cavity is also present to cook the food four times faster than the convectional model. Its mega heater and reflecting heat which heats the food to get cooked better and quicker.

1.4 PROJECT DETAILS
This project was designed keeping in mind the prime criteria’s as to the reasons of how and why a market condition is actually analysed. Analysis could not be enumerated on the basis of anticipations, but real statistics. Statistics which is based on product acceptance in any market and that too on the basis of certain segmentations. A product launched without a thorough market research is sure to face a disaster. This project would actually help in ascertaining certain facts which would help in understanding the actual reasons of the product’s upward or downward sales graph. The product which sees it’s consumer as a part of it’s origin dictates consumer behaviour, and hence market research of the given product would even reveal as to how a developed strategy would also yield avenues of a better sales graph. This project encircles round the queries of a consumer enquiring about questions of why he or she should take or not take the product. It also speaks of the accepted product’s comfortability. It would also talk about the acclimatization of the product with the consumer.

1.5 STATEMENT OF PROBLEM
The nuclear intention in designing such a project was to understand factual benefits and acceptance of LG microwave oven or just could I speak of only a microwave oven. Its unawareness is a cause that it sells less. Its lesser sales statistics in North Eastern States evidently is a consequence of the reason that people here are adapted to their own life style and no new circumstantial changes are even accepted by this section. Nevertheless, a theory runs of “change”. Nothing in this world is “absolute” except the word itself. Hence an attempt is reconciled to put forth the fact that an acceptance of such kind of equipment actually can change life. The analysis of this subject would be an effort that however strong promotions could be its only important, how the niche or the requirement of that need is created and mankind faces erratic changes. He should envisage at a time that without a microwave oven, life could be possible but would be really difficult. The objective also speaks about just, not a requirement in a kitchen, but also its accessibility modes & availability in all

sections of people. Life should never be categorized on the basis of a product that it’s not meant for us! It should be there, used proportionately to equate lifestyles and hence then the brand would reign in the kingdom called “MARKET” and hence it steps into an arena called “SUCCESS”. Specification is perhaps, a mirror which gives us clarity of thought in a right direction. If Microwave Oven has to spoken with consumer behaviour, let’s take LG as the spokesperson amongst the hardcore loyalist who made LG directly proportional to microwave ovens, beyond several of its other products which it might be catering. The modernization in the concept, its acceptability in the global reach and its usage in the common made LG more of a bigger brand. Its technical viabilities are specific in accordance with Indian kitchen psychology. If a ‘Pizza’ is absent on a snacks table, a ‘Spicy Dhokla’ could also be there. Never mind brownies to be non prevalent in a coffee gossip, but plain bisque also could be served hot from a LG Microwave Oven. Hence the design, the models and overall study analysis would yield of certain additions or deletions or modifications, but underlying statement is LG microwave ovens should be more available and often seen in North Eastern kitchen. Sometimes, financial constraint comes out to be a reason that service class or if correctively spoken, the lower middle class finds it to be a hindrance in purchase. A dealer, at times comes out with schemes with companies, when they feel of an implementation of installments, which would catalyse sales. At times, even dealers, with the help of local finance companies comes up with interest less modes of installments. Then life becomes so easy! Packets of LG microwave ovens are seen more in the hands of obeying husbands followed by LG microwave ovens well understood by wives.

OBJECTIVE, SCOPE & LIMITATIONS OBJECTIVE
• • To find out the awareness level of Microwave ovens among the customers. To find out the most effective media for accelerating awareness level of Microwave ovens. To find the key factors for denial & acceptance of Microwave ovens. To find the reasons for low rate of acceptance for Microwave ovens. To find brand preference among consumers while purchasing Microwave Ovens. To find out consumer attitude towards LG brand among various other competitive brands lined up. To find which product category of LG is most popular among consumers and dealers. To find satisfaction level of persons who are already using LG brand. To find the key factors for stocking of LG products by the dealers.

• •

• •

• •

SCOPE :
This study was conducted to find out the awareness of microwave ovens and consumer behaviour in respect of Electrolux brand, so the scope of this study is very wide. Microwave ovens as a product are still new in the market and yet to get its acceptance globally. People are

LIMITATIONS :

Lack of interest and enthusiastic responses may have allowed biases in this report. Test of sampling error could not be done due to the absence of data regarding the total population size. Correctness of this report is restricted and limited by the degree of authenticity of data collected and sincerity and honesty of respondents.

CHAPTER -2 METHODOLOG Y

2.1 RESEARCH METHODOLOGY
The methodology adopted to accomplish this project was in accordance with the topic assigned. The study was based on data collected mainly from primary as well as secondary sources. Descriptive research methodology was adopted for the purpose of study.

DESIGNING THE QUESTIONNAIRES
This study was conducted in five parts and accordingly questionnaires are also set categorically: • • • • • Questionnaire Questionnaire ovens. Questionnaire Questionnaire Questionnaire for those who have microwave ovens. for those who don’t have microwave for those who have used LG brand. for those who have not used LG brand. for the dealers.

The method adopted for developing the above mentioned questionnaires followed the following sequential order : 1. Determining the objective of the project and specific data to be sought. 2. Determining the process of interviewing. 3. Scrutinizing the question content. 4. Setting the response format. 5. Setting the wording of the questions. 6. Setting the questionnaire structure. 7. Pre-testing, revising, redesigning and final draft. The questionnaires were prepared in consultation with the Company guide as well as the institutional guide.

PRE-TESTING THE QUESTIONNAIRE

Before implementing the questionnaires in the field, it was pre-tested to avoid any ambiguous questions and to see the effectiveness of the questionnaires. For this reason a pilot survey with 10 consumers was conducted. After Pre-Testing it was found that, few questions were not apprehend able by the respondents; these were accordingly redesigned and revised so as to make them more understandable. Finally the questionnaires were printed and used in collecting responses for the survey.

SAMPLING PLAN
Sample size: The total sample size is 176 nos. Which is further divided as follows? Those who have microwave ovens Those who don’t have microwave ovens Those who have used LG brand 40 Those who have not used LG brand Questionnaire for the dealers TOTAL 176

40 40 40 16

Sampling Method :
Stratified random sampling was done for each of the specified category mentioned above, so as to ensure that the sampling represents all sections of users as well as non users.

2.2 METHODS OF COLLECTING DATA
The data was collected mostly from primary sources. During the period (7-04-2008 to 22-09-2008) the survey was conducted in: GUWAHATI During the period of this study I got the responsibility to give demonstrations to consumers and thus I got the opportunity to talk to the consumers directly and check their awareness level about microwave ovens. During my interactions with the consumers I always tried my best to make them understand that our local food habits are fully compatible with microwave ovens and tried to reveal various relative advantages of microwave cooking: Food cooks evenly, quickly and efficiently in the microwave. Also the nutrients are preserved and the actual taste of the food is retained to a higher degree.

Only a minimum amount of oil is required for cooking continental as well as traditional Indian dishes and so it seems desirable from the health point of view. Also shorter and controlled cooking time means that the food does not get burnt or over-cooked. Food may be cooked and served in the same dish. Another major advantage is that food is cooked minus the smoke, grease and heat and so the kitchen remains neat and tidy always. Microwave has multifarious uses like de-frosting, re-heating, etc.

CHAPTER-3 ANALYSIS & FINDINGS

The actual fact seen in the process of executing this project was a social, behavioral, psychographic & economic segmented reason. The area, NE, under persistent development is really lagging behind in its social & behavioral potentials. A lay back attitude or perhaps a life not harnessed by restricted Professionalism has been a curse to bridge such gap, a venedicta aroused with the psychological variances of people. The mass may seem to adapt changes, yet the nominal value of their thoughts & ideologies if given a priority also would be seen that the social status may have improvised but the behavioral patterns would not coordinate with the rest of parameters.

Survey Method a)Telephone Interviewing – 1) Traditional & 2) Computer Assisted.
b) Personal Interviewing -1) Mall Intercept 2) Computer Assisted. The entire project has been divided into five different parts : • • • • • Analysis Analysis Analysis Analysis Analysis for for for for for those who have microwave ovens. those who don’t have microwave ovens. those who have used LG brand. those who have not used LG brand. the dealers.

For the different categories of respondents mentioned above, different set of questionnaires has been designed and as such the analysis of each segment is formulated differently, such as –

CHAPTER – 3 3.1 - Analysis for those who don’t have microwave ovens. GROUP-A 3.2 - Analysis for those who have microwave ovens. GROUP-B 3.3 - Demographic profile of respondents GROUP-C 3.3 - Analysis for those who have not used LG brand. GROUP-D 3.4 - Analysis for those who have used LG brand. GROUP-E. 3.5 - Analysis for the dealers. GROUP-F

3.1 - Analysis for those who don’t have microwave ovens. GROUP – A
Q1. Are you aware of the concept & benefits of Microwave ovens? OBJECTIVE : Thorough this question an attempt was made to gauge the awareness level of Microwave ovens among respondents of different various categories. ANALYSIS : YES 85% NO 17%

AWARE OF THE CONCEPTS & BENEFITS OF MICROWAVE OVENS

No 6, 15% 34, 85% Yes

1

2

A direct analysis proves us of the statistics is that a great percentage of people are aware of the Microwave Oven, with negligent being unaware. Here the question lies that if 85% of people say that they know Microwave Oven benefits then why are not inclined towards buying and accepting. May be the further questioning helps us to find such answers? Amongst 85% who claims of awareness of Microwave Ovens, psychology, behavioral strategy & economy would sectorise their decisions in purchasing.

Q2. How did you come to know about Microwave Ovens for the first time? OBJECTIVE : Through this question an attempt was made to find out, which is the most effective media for crating awareness of Microwave ovens? ANALYSIS : Television. Friends & Relatives. Exhibitions & MWO Demo. Newspapers. Negative. 16% 23% 31% 30% 0%

HOW DO YOU COME TO KNOW ABOUT MICROWAVE OVENS

TELEVISION 16% 30% NEWSPAPER MAGAZINE 31% 23% 0% FRIENDS,PEERS & RELATIVES EXHIBITION MWO demo

It is seen & proved that a visual display procures 16 % in influencing a brain work in deciding factors. “What seems interesting sells exciting” and hence electronic media plays vitally in psycho type in inclining an individual towards any product. The 23% friends and relatives concerns to a great extent as they are also partial percentage of media who disburse & distribute their views. Nevertheless, a nearest friend on the psychology that he would not misguide his friend, would also mould the former psychology to be a part of the same brand as the later. Exhibitions & newspapers actually also helps in building mental brainwork in decisions making ability. An exhibition exhilarates a circumstantial camp that may or may not linger for a long time. Hence, exhibitions live MWO Demo, under any circumstances play in decision making factors at initial glance. Q3. Which is the criteria for why should you go for a microwave oven? OBJECTIVE: By asking this question an attempt was made to find out which is the most instigating factor, for why should one go for a Microwave Oven. 9% 9% ANALYSIS:
18% 6% TIME SAVING NECESSITY WANT NON COMPETENT PSYCHOLOGICAL COMPLEX HEALTHY METHOD OF COOKING FOR CONTROLLING OF OBESITY AND OTHER FAT RELATED DISASTERS COMPACT KITCHEN UTILITY ENERGY SAVING IN TERMS OF LPG GAS 6% 52%

Time saving. Healthy method of cooking. Compact kitchen utility. Energy saving. Want. Necessity. ANALYSIS:

52% 18% 9% 9% 6% 6%

Health consciousness is the prime time reason why an individual invests money on anything. Health reasons are as vital as a person’s question of being healthy would mean, he promotes more that on using such of a brand, and he is still healthy.

But a major percentage (52%) said about time saving as this is a key factor in today’s cat & mice run scenario. Everyone running in today’s world is whip lashed by an invisible demon, and that too, after money. For that reason, Microwave Oven may have helped them easy cooking & time saving. Though a nominal percentage spoke about necessity, the same crowd spoke about as a status symbol. This means that this percentage is actually unaware of the true benefits of such products. A kitchen in concept or energy saving would be talked about only on the statistics when one owns a product only then he would come to know about what is important.

Time Saving or Healthy Cooking, I believe both. Any strategy, which would mould the aforementioned category into one, more than 60% comes with LG Microwave Ovens. Q4. Do you think your local food habits are compatible with microwave ovens? OBJECTIVE : Through this question, an attempt was made to find out, whether people think that their local food habits are compatible with Microwave Ovens. ANALYSIS : No. Yes Can’t say 33 % 64% 3%

DO YOU THINK YOUR LOCAL FOOD HABITS ARE COMPATIBLE WITH MICROWAVE OVENS

3% 33% YES NO CAN'T SAY 64%

Yes, it is truly analyzed which would give us a clear picture that the many speaks of non – compatibility of new food products to that of local food habits. It is because, it is healthy fat resistant. The 64% who spoke about local food could also not be denied. The main ideology is not to speak of conventional cooking to be bad, but to promote healthy modes on non oil, and fat free methodology in them. French fries are as tasty as heaven, but can anyone imagine frying on heat without oil, with equal taste, which could be healthier. I am sure the 64% would increase to a great extent.

Qs5. What is your daily itinerary? OBJECTIVE: Different people follow different daily itinerary, through this question an attempt was made to check that people of which category - (Professional with 9-5 job, Business, Housewife) prefer cooking in Microwave Ovens. ANALYSIS:
WHAT IS YOUR DAILY ITENARY PROFESSIONAL WITH 9-5 JOB

5% 28% 20% 47%

BUSINESS

HOUSEWIFE

OTHERS

From the above diagram it is seen that Professional with 9-5 job mostly prefer cooking in Microwave oven, because it cooks food in quick span of time and food is cooked minus the smoke, grease and heat and so the kitchen remains neat and tidy always. It is also seen that mostly doctors prefer cooking in Microwave oven because nutrients are preserved and the actual taste of the food is retained to a higher degree. Q6. How do you think yourself you are independent in Kitchen? OBJECTIVE:

Through this question an effort was made to find out the number of people who are solely dependent on kitchen appliances and on the other hand people who are solely dependent on conventional methodology of cooking. ANALYSIS : Solely independent (without microwave oven) Solely conventional. Completely dependent on man power resources. Solely dependent on kitchen appliance. 58% 19% 15% 8%

19% 8% 58%

15% SOLELY INDEPENDENT

COMPLETELY DEPENDENT ON MANPOWER SOLELY DEPENDENT ON KITCHEN APPLIANCES SOLELY CONVENTIONAL METHODOLOGY

Pertinent to the prior queries, we found, that a major percentage of the crowd is not acclimatized with the product. Non acclimatization and unawareness runs parallel when we speak about product acceptance. Electronic media, did create the hype in mental status that one should go for the “Buy”, but the bargain is that, (Ref. Demographic Profile) on good percentage are non working women , who replicate kitchen , speaking on conventional medium to cook . Hence , on observation we see ,if there is already a home maker to cook food , the question of a “ Lieu “ does not arise . Q7. A microwave oven is of more utility to the children category as Well as for working mothers? OBJECTIVE: Through this question an attempt was made to check whether people think that the need of Microwave oven is only for children category and working mothers. ANALYSIS:

Agree Disagree.

74 % 26 %

A MICROWAVE OVEN IS OF MORE UTILITY TO THE CHILDREN CATEGORY AS WELL AS FOR WORKING MOTHERS

26% agree disagree 74%

The higher 74 % of the people, though agree to the query, but then it’s also to be understood that most of the feminine category are non professionals. Working mothers are lesser as compared to other metros, in North East. That is the only reason that the rest of 26% with the former percentage deny the equipment to be user friendly. Psycho graphical statistics would reveal that the main reason of the equipment’s defiance as user friendly is unawareness & non professional approach in daily module. The question briefs us of a clear picture that the actual benefits of this product is not demonstrated or acknowledged very well. Else there is no reason of any category of people of denial to good life, healthy food and time saving method.

Qs8. If you think of even buying a microwave oven what brand should you think you buy one? OBJECTIVE: Through this question, an attempt was made to check the brand inclination level, while one decides of purchasing a Microwave oven. ANALYSIS:

IF YOU THINK OF EVEN BUYING A MICROWAVE OVEN WHAT BRAND SHOULD YOU THINK YOU BUY ONE LG 11% 0% 5% 0% 5% IFB SAMSUNG ELECTROLUX GODREJ 52% 24% 3% TCL KENSTAR ONIDA BAJAJ WHIRLPOOL

52% spoke of LG, as “Brand Pull” theory run in full in this brand. As, we can see that mostly people are interested to buy LG’s MWO, not just by looking into the brand but the USP’s and invincible technology used in LG MWO’s ,it can also be seen that because of continuous promotions and awareness made , modules or any other factors must have made LG hard core consumer loyalist.

Q9. The issue of absence of Microwave oven could be any one of the following? OBJECTIVE: This question was asked to find out the reason for non existence of Microwave oven in the kitchen of the people who are aware of its utilities and benefits.

ANALYSIS:

40% 35% 30% 25% 20% 15% 10% 5% 0% 24% 36% 40% FINANCIAL INSTABILITY UNAWARENESS OF THE UTILITIES OF THE PRODUCT UNBALANCING NEED & WANT PSYCHOSIS

40% spoke of unbalanced need & want psychosis. This percentage did not know of what to be done and what not. The need of any individual has also to be balanced with one’s daily style of living. Any one who accepts of biased need , he should understand that how & where is he lagging behind , and to bridge this gap he should understand why , does he want to posses one , who knows , this “BUY” of his may change his normal life style. 24% of them spoke of economic crisis. Hence it can also be understood that if the above 40% is made to balance their requirement , 24% added could be helped with easy financial loans & 64% comes into our stride , making a more then half of the generation coming into a concept to buy this unique product. Proper demonstrations on areas where general media promotions, either do not reach or people fail to understand should be introduced, so that a different strategy could be evolved to make even this 36% of the people also to understand & join hand with the modern trends of life.

Q10. “A microwave oven as a kitchen utility is accepted globally” – If you are not into it do you consider yourself - Isolated, Conventional, Not ready to accept modernism, Can think about it - -

OBJECTIVE: Through this question an attempt was made to check, what people considers themselves if they are always late to accept modern equipments. ANALYSIS:

16% 36%

8%
ISOLATED CONVENTIONAL

40%

NOT READY TO ACCEPT MODERNISM CAN THINK ABOUT IT

40% conventional, It do not always mean non – modern, but can be reconsidered the terminology as unaware. An aware person may be a potential prospect but a non – modern one can be also turned out as a literate one. 16% isolated groups quench in just asking about what is the theory all about. Just a step ahead, we see galaxy of avenues in front of us. Our Endeavour should always try to find out setbacks in brand building strategies & dominate the whole market in terms of loyalty, economic, viability & above all genuinely. 36% gave a second thought over the question .They said that they can think of purchasing a Microwave Oven. Then the question would be , “Why was it that late?”. The answers can help us lessen this percentage in the next session & perhaps a clearer picture could be revealed in the segment.

Qs11. A few statements are given below, Please indicate your opinion? ANALYSIS :

STRONGL Y AGREE

SOMEWHAT AGREE

NEITHER AGREE NOR DISAGREE

SOMEWHAT DISAGREE

STONGLY DISAGREE

TOTAL

MEAN

RANK

MICROWAVE OVEN IS MORE CONVINIENT THAN GAS BURNER MICROWAVE OVEN COOKS FASTER AND SAVES ENERGY MICROWAVE OVEN RETAINS ALL NUTRITIONAL VALUES OF FOOD MICROWAVE OVEN COOKS FOOD EVENLY HEALTHY COOKING AND TIME SAVING RUN PARALLEL

7

9

7

2

21

0.84

3

7

13

4

1

26

1.04

1

5

13

6

1

22

0.88

2

5

12

6

2

20

0.8

4

3

15

5

2

19

0.76

5

To reveal the literacy of the product or the consumer perception of Microwave Oven as regards to its attributes the Likert scale was initiated with some attributes of the product in the form of statements & asking them to indicate their degree of accepted or denial decree to the statements. It was found that most responds strongly agreed that Microwave Oven cooks food faster & saves energy. Still they did not find it more convenient than gas burner.

Qs12. What is your level of possibility to purchase a microwave oven within the next two months?

OBJECTIVE: Through this question, an attempt was made to check the level of possibility to purchase a Microwave oven for those who are aware of the concept. ANALYSIS:
INTENTION TO BUY NO CHANCE SLIGHT POSSIBILITY FAIR POSSIBILITY GOOD POSSIBILITY HIGH POSSIBILITY CERTAIN SCOR E 0 0.2 0.4 0.6 0.8 1 COUNT 4 14 4 6 7 5 40 POSSIBILITY 0 2.8 1.6 3.6 5.6 5 19

The household respondents who were non – users and aware of Microwave Ovens were asked through as to whether they intend to buy the product within the next two months. Their responses are as follows: Of the 120 respondents, 40 are non users and 34 are aware of Microwave Oven. Possibility is obtained by multiplying the probability assigned in the intention to buy by the number of respondents giving them response. For e.g. the slightly possibility is obtained by multiplying (0.20 x 10) = 2.00.The total is obtained by addition of all possibilities. So, 19 respondents may buy the product within two months. (Data Gathered From Mall Intercept Big Bazaar)

3.2 - Analysis for those who have microwave ovens.

Group – B
Qs1. “Life without air & water could be proportionate to a life without Microwave Oven in the kitchen? OBJECTIVE: Through this question, an attempt was made to check the level of dependency of Microwave oven users on it. ANALYSIS: AGREE 40% DISAGREE 60%

60% 60% 50% 40% 30% 20% 10% 0% 40% AGREE DISAGREE

60% of them disagreed & has proved that they are conventional. 40% agreed & proved of even more conventional. This is because, with reference to our prior relevant queries, we found out, although people know about the benefits of the product, they are reluctant to change their lifestyle. Hence just knowing & not initiating in participation is our futile. Hence both the categories, 60 + 40% when join hands together, irrespective of the fact that Microwave Oven is a life support to kitchen , but then the kitchen should be supported by a Microwave Oven.

Qs2. Which brand of Microwave oven you currently own? OBJECTIVE:

Through this question we tried to find out, which brand of Microwave oven is mostly owned by people. An attempt was also made to check if there is any brand pulling while purchasing a microwave oven. ANALYSIS: LG IFB Samsung Electrolux Godrej TCL 18 0 8 6 0 1 Kenstar Onida Bajaj Whirlpo ol Others 1 3 0 0 2

From the above diagram, it is clearly seen that LG with 45% people owing its Microwave oven is leading the market and then comes Samsung 21%, Electrolux with 15 % & others 34% respectively
WHICH BRAND OF MICROWAVE OVEN YOU CURRENTLY OWN 0% 8% 3% 0% 3% 15% 21% 0% c 45% LG IFB SAMSUNG ELECTROLUX GODREJ TCL KENSTAR ONIDA BAJAJ WHIRLPOOL OTHERS

0%

5%

Q3. “Life was good before Microwave oven but life is ______________________

Without it” – (Possible / Difficult / Can’t run / Can manage somehow). OBJECTIVE: This is to check the dependency level of consumers on Microwave oven. ANALYSIS: Possible Difficult Can’t run Can manage somehow 40%. 24%. 8%. 28%.

40% 35% 30% 25% 20% 15% 10% 5% 0% POSSIBLE DIFFICULT CAN'T RUN CAN MANAGE SOMEHOW 8% 24% 28% 40%

The question was built with a motive to understand how familiar Microwave Oven is amongst the mass. 28% spoke of a mode where they can manage somehow without it. Even 8% spoke of not to run at all without it. We have 24% speaking of difficult life without Microwave Oven. On an inclusive enumeration the ratio of a greater percentage (40%) spoke of a hindering but possible life without Microwave Oven. We see, here buyers or users in a greater clot with Microwave Oven. Pertaining to this question, we see that people’s inclination towards such product is immense & is evident that demography is dominated with this product.

Qs4. I have become more of the following with my Microwave oven? (Lazy / Idle / Time specified / Independent).

OBJECTIVE: This is check, to what extent people are drawing benefit from a Microwave oven. ANALYSIS: Lazy Idle Time specified Independent 0%. 0%. 52%. 48%.

INDEPENDENT 48%

TIME SPECIFIED, 52%

46%

47%

48%

49%

50%

51%

52%

TIME SPECIFIED

INDEPENDENT

The data’s evaded us of a scenario which speculates time sternly & with the aid of Microwave Oven, they reached epitome of stipulated time management theories. 48% spoke of independence in their culinary habitats & can spurge their palates along with their admin temperaments also. A machine which opens us to a world of insight & freedom ---- “what a time we are living”!

Q5. Are you satisfied with the model and design of the Microwave Oven? (Yes / No)

OBJECTIVE: This is to check, whether people are satisfied with the model & design of Microwave oven they are currently using. ANALYSIS: Yes No 88% 12%

NO 12%

YES 88%

YES

NO

A negligible percentage owes a problematic reflection in the manufacturing models of the brand. Although a greater percentage speaks about satisfaction, but then for a wide coverage, the 12 percent can’t also be denied. Satisfactory peripherals vary from man to man, yet as a compatible competency, the company should hold authority in refining & redefining model making strategy. Henceforth we can look forward for a better, brighten future ahead, in respect of business.

Q6. The new models could be made handier on table top on Kitchens? OBJECTIVE:

Through this question an attempt was made to check, whether people want certain changes in the model and design of Microwave ovens. ANALYSIS: YES NO 96% 4%

96% 100% 80% 60% 40% 20% 0% YES NO 4%

96% expects of a fine model , technically perfect & steel body , which does not give the model a posh look , consumers spoke of a fiber coated body which would seem shock resistant , though steel bodies are also the same , but even then , a fibre body looks more safe as they seem to be bad conductors of electricity. Few of them even spoke of an elegantly sleek remake of current models. Expectations rise high in consumer market , but if a synopsis is taken out of all anticipations perhaps a “makeover” could be done on such a model and a new launch with a new look may create an added hype in consumer behavioral policies.

Q7. Are you satisfied with the after sales service? OBJECTIVE: This is to enquire that, whether people are satisfied with the after sales service provided by their respective Microwave oven manufacturer.

ANALYSIS: YES NO 70% 30%

Are you satisfied with the after sakes service

30% YES NO 70%

The after sales service is a sector which is not monitored well in most of the organizations. Media hype, promotions, advertisements and all other tall claims rendered and a product is sold. But what after the product is sold and reached home of that person, who was tapped & motivated so badly that at one point of time, it was compulsion which made the deal crack. No one even bother to call back and ask him whether he is comfortable with the product. His target is achieved on selling one unit & the story ended here according to the sales department. But poor after sales service would initiate the following mal activities by the irritated consumer – • • • • • He would not be a brand loyalist. He would think the product to be a liability rather than an aspect. He would not refer anybody on this brand. He would kill a “small” segment of the market. He would adversely manipulate his statements contemplating dignity of the company.

Qs8. Is feedback at all important? ANALYSIS: Yes 92%.

No

8%.

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% NO, 8% YES NO YES, 92%

Feedback actually is so drastically important that without it, no strategies could be developed or imagined. Feedback trails us to a flashback showing about demerits of the whole process flow. Exhibition of remarks of consumers act as highlights in the company’s eye view as to how more catalyzed event flow could be possible. Feedback gives an exact picture of performances. Non performers skip from the eyes of the management but cannot skip from a feedback form. Feedback tells us how strategies could be formed and also implemented. Implementation without planning cannot happen & planning without strategies could be a joke. Hence feedback works as a rendezvous with the consumer & the company. It is actually an exact interface.

Q9. Which can you suggest would build upward graph of acceptance of product? OBJECTIVE:

Through this question, an attempt was made to check which is the factor, if else changed can change the level of acceptance of this product. ANALYSIS: MODEL 3 12% COST 17 68% VIABILITY 2 8% FEASIBILITY 3 12%

FEASIBILITY 12% VIABILITY 8%

MODEL 12% MODEL COST VIABILITY FEASIBILITY COST 68%

68% talked about cost. Costing if justifiably figured would definitely result in more sales. An economic feasible fragment can bracket added & upward selling graph. Rest of the percentage talked about model replenishing or viability (in terms of durability). But now users, when they revealed of other causes, the higher percentage inclined towards financial constraints, which can be considered as the key factor.

Q10. The denial or acceptance of this product owes to the following causes? OBJECTIVE:

Through this question, it was tried to find out the key reason for low consumer acceptability of Microwave oven. ANALYSIS:
INSUFFICIENT FUNDS INEFFICIENCY TO SUPPORT INSTALLMENT SCHEME UNFAMILIARITY WITH THE PRODUCT UNAWARE OF A MECHANIZED BUT A SYNCHRONIZED LIFESTYLE

3 12%

2 8%

12 48%

8 32%

50% 40% 30% 20% 10% 0% INSUFFICIENT FUNDS 12% 8%

48%

32%

INEFFICIENCY TO SUPPORT INSTALLMENT SCHEME UNFAMILIARITY WITH THE PRODUCT UNAWARE OF A MECHANIZED BUT A SYNCHRONIZED LIFESTYLE

A clear picture is shown on the bar which gives a lift to the episode of unfamiliarity with the product. Product unawareness was discussed in prior analysis also, but that could not equate the acceptance in the general market. People are still not literate about a Microwave Oven. 32% spoke of a non – synchronized distorted lifestyle (out of professional arena). This percentage also needs to take a break in this out break. An effort which tries them to be more literate, more mechanized & hence product acceptance would definitely be more, irrespective of any segmentation in consumer behaviour market. Q11. What is the key reason of buying a microwave oven, if you happen to buy one?

OBJECTIVE: Through this question, an attempt was made to see, which is the key reason, for why should one go for a Microwave Oven. ANALYSIS:
ECONOMICALLY VIABLE TIME FEASIBLE HEALTH CONCIOUS MAKING AN INDEPENDENT FAMILY IN TERMS OF COOKING TOTAL

2 8%

10 40%

12 48%

1 4%

25 100%

48% 50% 40% 30% 20% 10% 0% ECONOMICALLY VIABLE TIME FEASIBLE HEALTH CONCIOUS MAKING AN INDEPENDENT FAMILY IN TERMS OF COOKING 8% 4% 40%

48% spoke of health consciousness as it would help a person restrict his diet & simultaneously pamper his palate in a healthy way. 40% (time feasible) who spoke about feasibility with respect to time is also one reason who boasts about their stringent work schedule , but it is also observed that these section also likes to be independent at their kitchen outfit as well as health conscious. The whole mileage is wrapped to that slot who would diversify for buying a Microwave Oven for irrespective reasons , but the goal is one – “organized life”.

Qs 12. Are you satisfied with the demonstration provided by you Microwave oven manufacturer? (YES / NO)

YES 65%

NO 35%
Satisfied w ith the Dem o

ANALYSIS:

35% YES NO 65%

64% who spoke of their dis – satisfaction has a cause to it. A new product, when bought in a family, everyone is overwhelmed to operate it within no time. Compulsively, they have to wait for the service guy who would show his face for the demonstration after 48 to 72 hours, consumers automatically disburses irritation. A late demo reveals of lack of interest on a consumer but messages of only quick sales. On the other hand 36% who did not wanted a demonstration, fell under a category, who knew operations, either from outlet or from manufacturer & did not want a demonstration. The matter still lies the same that a demonstration is not presented. Hence, a proper, timely demonstration could also build a potential market & hard core brand users.

(Group – C

carries the demographic profile of respondents)

3.3 - Analysis for those who have not used LG brand. GROUP – D
Q1. If “LG” has been heard by you, what do you envisage on that note? (Refrigerators, Air Conditioners, Washing Machine, Microwave Oven) OBJECTIVE : Through this question an attempt was made to check, which product category of LG is popular among consumers. ANALYSIS: Refrigerators 28% Air Conditioners 15%. Washing Machine 26%. Kitchen ranges, Microwave Oven. 31%. etc.

Microw ave Oven 31%

Ref rigerators 28%

Washing Machine 26% Ref rigerators Air Conditioners

Air Conditioners 15%

Washing Machine

Microw ave Oven

Correct approach in all respect of marketing has proved of corrigible percentage in identifying products in accordance with the accepted priorities. 45% identifies LG with reference whereas 15% associated the brand with Air Conditioners. Though several other companies sell Air Conditioners, but LG has gained considerable Heights

Cooking ranges are recognized with LG along with Microwaves and that to, with 31 % of people speaking on it. Now, pertinent queries give us results and data’s, but always not in exactness 28% who associated with refrigerators should be tapped off with reasons of their non familiarity of LG with cooking ranges. However people talk about any brands, the tapped covered all products and full coverage of LG. Q2. If you think of buying any product of the following brand specified, what would you like to go for? OBJECTIVE: Through this question, an attempt was made to check brand pulling in case of each product category. ANALYSIS :
Refrigerators
1, 4% 7, 28% LG SAMSUNG 2, 8% WHIRLPOOL GODREJ 2, 8% 4, 16% 6, 24% VIDEOCON ELECTROLUX OTHERS

3, 12%

Air Conditioners
2, 5% 6, 15% LG SAMSUNG 2, 5% 9, 22% 5, 13% VOLTAS CARRIER TCL ONIDA ELECTROLUX OTHERS 11, 27%

2, 5% 3, 8%

Washing machines
2, 4% 5, 9% 14, 26% 4, 7% LG SAMSUNG WHIRLPOOL 4, 7% Godrej Videocon ONIDA 6, 11% 9, 17% 10, 19% Electrolux OTHERS

Micro Wave Ovens
2, 5%

6, 16%

12, 31%

LG Samsung

2, 5%

Kenstar Onida IFB

6, 16%

Electrolux Others 1, 3% 9, 24%

The analysis of evidential datas proves of consumer behavior & their psychology as to what they think about any brand with a product. 28 % encircled with refrigerators with LG---- "Green Ion Door Cooling Technology" And the latest USP’s like cell fresh crispers ,Anti Bacterial Seal & many says about the various colors it offers are impeccable, the New Model 248 LAG4 crimson Model is highly acclaimed around. Samsung's "BIO FRESH" air conditioners, conditioned psychologies & brand created accordingly .Again 26% spoke of LG washing machines & 31% on microwave ovens. This gives us a crystal image as what activities, the companies would activate to make people accept & associate products with brands. Little percentage when they bring Onida with air conditioners really prove that at "48.C it does not cool".16% speaking of Videocon also emphasizes that celluloid screen stars actually could not wash clothes & that too effectively.(Promotions expensive ones also at times does not work). Negligeable percentage who quoted on Legrand & others find a niche market & according to their own requirements & lifestyle, they bring home a product. Respondents clearly stated on psychological variances & not allowed technically outfitted ones to step in their homes; otherwise all is just a road show & ultimately a "NO SHOW". Q3. If you have heard or understood LG where did you come to know? OBJECTIVE : Through this it was tried to find, which medium of advertisement is most effective for enhancing the brand image of LG. ANALYSIS : Electronic & Print Media Relatives Hoardings Exhibition & Fiestas 13%. 50%. 5%. 33%.

50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0%

50%

33% 13% 5% Electronic & Print Media Peers & Friends S1 Hoardings & Promotions Exhibitions & Live MWO Demo

Series1

Truly said that, "what seems good, sells good ", and hence media worked in the framework of decisions making peripherals. Specifically electronic media would give the peak factor as to how can one justify and eventually accept a product media has a concept of highlighting features in black and white. A neutral, non baised information is augmented. Relatives & friends, influence a great % & are catalyzing factors in decision making factors. Exhibitions & Live MWO Demo are events that promotes product on ground and instant deal cracks heavily on consumers as they become aware of the Product in a better way. Presentations of those products are exhibited in such manner, that a person's decision making factors are frozen and resulting to buy the product.

Q4. On observation of acknowledging functions and weightage of LG, How would you grade it as a brand amongst others listed below? OBJECTIVE : This was to check brand positioning of LG among other competent brands in the market. ANALYSIS :
PRODUCT LG IFB SAMSUNG ELECTROLUX GODREJ TCL KENSTAR ONIDA VIDEOCON PHILIPS 1 15 2 12 3 4 2 9 4 10 5 8 3 5 7 8 7 10 4 4 8 6 10 12 5 6 15 2 8 2 6 1 4 2 5 4 4 15 12 3 4 7 8 9 10 Tota l 40 40 40 40 40 40 40 40 40 40

2 20 10 9 4 3 5 5 3 3 11 4 3

2 5

4 8

2 8 6

4 9 4

6 7 10

6 1

LG

1 15% 10% 3% 0% 37% 2 3 4 5 6 7 13% 22% 8 9 10

IFB

1 4, 10% , 0% 2, 5% 2 4, 10% 7, 18% 3 4 5 6 15, 37% 8, 20% 7 8 9 10

Sam sung

1 2 , 2, 5% 2, 5% 0% 6, 15% c 3 12, 30% 4 5 6 8, 20% 7 10, 25% 8 9 10

Electrolux

1 2 13% 0% 5% 0% 8% 13% 3 4 5 19% 24% 18% 6 7 8 9 10

Godrej
0% 0% 0% 5% 10% 10% 20% 1 2 3 4 5 30% 25% 6 7 8 9

TCL

0% 28%
9 5

10%

1 2

7 8

3 4
49%

13%

5

Kenstar

15% 10% 37%

1 2 3 4 5

13% 25%

Onida

3, 8%

3, 8%

1, 3%

2, 5%

1 4, 10% 6, 15% 2 3 4 5 6 7 8

9, 22% 12, 29%

Videocon

1 2 4, 10% 3, 8% 8, 19% 7, 18% 9, 22% 3, 8% , 0%2, 5% 4, 10% 3 4 5 6 7 8 9 10

Philips

1 3, 8% , 0% 2 5, 13% 8, 20% 3 4 5 6 10, 24% 4, 10% 6, 15% 7 8 9 10

4, 10%

Few attributes in the market decide the stability in a brand. A varied or versatile equated product's presence in a market helps the consumer understand its presence. Brand pulling here is not a phenomenon but such inclination owes to the fact that a consumer sees literally every product, of a single brand. People identify brands on these parameters. 37% graded LG in respect to its technicalities, style, design and unique qualities & by promotional status. A celebrity talking about a brand always doesn’t work perfectly in terms of its acceptance but because of the quality of the product, the price and other unique features which other companies do not offer it has to build a great confidence amongst the consumers. A lay back attitude seen in case of IFB. But then, we all know IFB to be pioneers in front loading washing machine, but due to very poor category of sales promotion, no one actually knows and talks about this brand. 30% voted Samsung as 1ST rank and a strong competence is warped with LG. May be not promotions here, but manufacturing was a set back. Very few dared to vote for 5TH rank, Samsung, too, being a well known brand, how to see its hurdles in terms of designing or probably economics.

In case of Electrolux, 24% voted for a forth rank; where in 5% spoke of first rank. The two variance is not by chance nor by consumer choice, but definitely accounts all for Electrolux manufacturing, awareness programmes and cost factors. Social status and Economic status of people also vary from place to place and scenario and graphics also varies from place to place. But to make one brand associate with such elite or status is the whole pain all about. Strategic points evaluated on tense and correct connotation received, a products remains successful in the market. It can be seen for Godrej that people still have higher values for it because of the brand name as concerned but there are also many problems faced by consumers related to MWO’s ,Air Conditioners. TCL remarkably equated with 10% ranking on 5th place as it seemed to be like "SIBERIA" 'everyone knows where it is, but no one wants to go there'. It has also been observed that because of its reasonable price (TCL ,SVL) are doing relatively good business in UP-Country market in North-East. Kenstar valued 6th rank of 15% who spoke that the brand still to be worth and ongoing.

Q5. Any comparable product compared on comparative analysis study, u would select LG growing to the following factors? OBJECTIVE: This is to find out, which is the factor which makes LG different from other competitive brands existence in the market. ANALYSIS : Economically viable
6 15%

Large span Majestic Body and User (expanded variable in the manufacturi friendly ) market market ng
11 28% 12 30% 6 15% 5 13%

35% 30% 25% 20% 15% 10% 5% 0% Large span (expanded) market 15% 28%

30% Economically viable 15% Large span (expanded) market Majestic variable in the market Body and manufacturing Majestic variable in the market

13%

Economically viable

Body and manufacturing

User friendly

User friendly

Hence, we can actually sum up the whole essay where wee see that the reason of LG or any product acceptance is easy economy. Cheap, not in terms of quality, but less expensive with equal strata’s helps an individual procure one. 13% user friendly or large span with 15% talking on manufacturing probabilities as well. But, the moral of the story is all at one point --- economic. A product within brackets of all variables, model, design, technical outfits and above all, a tag which everyone's pocket suits.

3.4 - Analysis for those who have used LG brand. Group – E Qs 1. Which product category of LG are you using at present? OBJECTIVE: Through this question, an attempt was made to check which product category of LG is maximum owned by consumers. ANALYSIS:
Refrigerator 9 23% Air Conditioner 6 15% Washing Machine 8 20%
Current LG Product being used
30% 25% 25% 20% 15% 15% 10% 5% 0% Refrigerator Air Conditioner Washing Machine Microw ave Oven Color Television 23% 20% 18% Refrigerator Air Conditioner Washing Machine Microw ave Oven Color Television

Microwave Oven 10 25%

Color Television 7 18%

Statistics shows a wide variance in usage of refrigerators . Perhaps an intricate variable research adapted LG with refrigerators. But also is observed 25% of them who acquainted LG with microwave ovens. But more or less, models and technical assortment were more advantageous which inclined consumer towards refrigerators? With ‘double door’ and ‘quick chill’, may be "a cake in half minutes" would add to microwave or "without

using detergents", fabrics sparkles would add to washing machine. Marketing formulae could perhaps develop in an around an upward growth, but whatever be the issue, proper awareness as to how an individual co-relates the whole brand with a product, speaks all. Qs 2. Overall, how satisfied are you with LG? OBJECTIVE: This is to check the satisfaction level of consumers, who are using LG brand. ANALYSIS:
NEITHER SATISFIED NOR DISSATISFIE D 3 8 20% HIGHLY DISSATISFIE D 5 2 5%

HIGHLY SATISFIED 1 16 40%

SATISFIED 2 10 25%

DISSATISFIE D 4 4 10%

HIGHLY SATISFIED 1

40% 35% 30% 25% 20% 15% 10% 5% 0%

40%

HIGHLY SATISFIED 1 SATISFIED 2
20% 10% 5% NEITHER SATISFIED NOR DISSATISFIED 3 S1 HIGHLY DISSATISFIED 5

25%

NEITHER SATISFIED NOR DISSATISFIED 3 DISSATISFIED 4 HIGHLY DISSATISFIED 5

5% on higher dis-satisfactory profiles talking setbacks about how worse, perhaps after sales could be. Most of the individual in this stab spoke about being "treated stepmother" like, or other percent speaking about quality and deliverance of services as expected as compared with the price. Nearing to that 25% spoke on satisfactory parameters owing to designing, models and look. But talking about after sales, it may be revealed as well that, here also

the concerned percentage would emphasize of the same given cause. Yet 20% were very neutral. Sometimes it must have been a time when perhaps a demonstration or a complaint might not attended timely. Simultaneously, a delayed attendance must have carried apologies and made the customer neutral. But it is also to be seen that on what grounds customers ranks their order of satisfaction or dis-satisfaction. Qs3. Does the company representative often visits you on your uncomfortable Zones (Yes / No)? OBJECTIVE: This is to gauge the efficiency solving consumer grievances. ANALYSIS: YES 30 75%
80% 70% 60% 50% 40% 30% 20% 10% 0% YES NO 25% YES NO 75%

of After Sales Service team in NO 10 25%

It can be seen that LG provides the best of services towards its valued customers because we all know that after sales service is of utmost importance to retain them & more importantly with every possible service a customer can be made happy. There are sometimes service cannot be provided due to either distance or forgetfulness or mis communication , But LG as a whole tries to reduce the major complicacies and reach the remotest of the customers. Qs 4. Do you want any other service from Company? ANALYSIS:

When asked this question, people wanted a very efficient after sales service from the company. Many suggested that, improvisation in after sales service will build a upward graph of acceptance for LG.

Qs 5. What is your mode of purchase? ANALYSIS : Cash 15 38%
70% 60% 50% 40% 30% 20% 10% 0% Cash Installment basis 38% Cash Installment basis

Installment TOTAL basis 25 63% 40 100

63%

Geography, grading of cities actually decide per capita’s & hence value of money also differs. A bigger metro, infact may be at times less expensive than a B grade city like Guwahati. Hence, money earning source, at times, even psychology varies for the cause of one time investment. Consequently, the crowd moves towards avenues of installments & would perhaps add a star to the galaxy, when the installments are interest free. A nominal 38% with an elite & class above go for a one time buy in such cities. Nevertheless, installments facilities are growing in such regions for such easy purchasing adopts.

Qs 6. How likely would you be to recommend LG brand to your friends or colleagues? OBJECTIVE: It is always seen that, a satisfied customer of a Company is the best source to cultivate more new customers for the Company. So, through this question, an attempt was made to check the satisfaction level of existing customers and the frequency at which they recommend LG to their friends & colleagues. ANALYSIS:
45% 40% 35% 30% 25% 20% 15% 10% 5% 0% VERY LIKELY (1) 43%

23%

20% 10% 5% NEUTRAL (3) VERY LIKELY (1) S1 UNLIKELY (4) VERY UNLIKELY (5) LIKELY (2) NEUTRAL (3) UNLIKELY (4) VERY UNLIKELY (5)

A great & highest percentage spoke to recommend LG to friends and colleagues & a least 5% talking about not to recommend. Here, we have observed with all rounds of our trips to various sectors - promotions, after sales, sales methodology & many more to the endless list. Results originated that the good & the bad went together parallel but the bargain of goods rose to 36% who says that they would be hard core

LIKELY (2)

loyalist & there we are -market’.

‘we have reigned

An irritant face of a demo guy or the ignorant sales person with dried lips, grasping to acquire more knowledge about a tough area in a machine is always not a cause of lower sales graph, but yes, good technical incorporation in any brand gives a good mileage.

Qs 7. Suggestions OBJECTIVE: Through this question, we took the opportunity to seek suggestion from our valued customers. SUGGESTIONS:
NAME OF THE CUSTOMER Mrs.Jaya Shree Deka Mrs.Kakoli Das Gupta Mrs. Kashmira Agarwal Mrs. Abida Hussain Mrs. Podda Dutta Mr. Tapeswar Boro Mrs. Anupama Mishra Mrs . Rupa Dutta Mr. HareKrishna Bhuyan Mrs. Ishita Sen Mr. Brajesh Singh Mrs.Shyamali na Bhuyan Mrs. Geetanjali Gogoi ADDRESS Jayanagar Six mile Guwahati PALTAN BAZAR SUGGESTIONS I believe it is a good brand, but it needed to improve its after sales service, so that it becomes easy for me to recommend to others. Well, its good company and we haven’t found any problem yet, apart from the fact that its price is a bit high. Well, so far we haven’t found any problem. So, we are happy. But I suggest Company to make appliances with low power consumption capacity. Its great and amazing Did good research before purchasing & found LG's to be Elegant to look at and features are also better than others. I want good service from LG Company for further familiarity with the machine. Recently bought one and the quality and price is really good

FATASHIL AMBARI

Bhangagarh Sony Apartment,Bartha kur Mill Bharalumukh,BSN L Colony CRPF . Guwahati A.k Azad Rd. Rehabari H.No. 32 Rup Nagar Guwahati Pubali Apartment Barthakur Mill Lal Ganesh , Milan nagar Guwahati B. Chariali

LG is a reputed brand and gives a good service

LG has now become the part of our family life LG is a good brand which is suitable for modern day living. It is attractive because it provides various models within an affordable range. Its good & affordable than any other brand The product is wonderful and the gift micro proof bowls are really great as a gift. Found problem with the turn table but later it has been replaced

Zoo Narengi Road

3.5 - Analysis for the dealers.
Group – F Qs1. Do you keep stock of LG products? (Yes/No)

Do you keep stock of LG products? (Yes/No)

100 90 80 70 60 50 40 30 20 10 0

93.75

Series2

6.25

Yes

No

ANALYSIS: YES 93.75% NO 6.25%

6.25% penetrated to the issue of denying as they spoke of poor after sales services and hence, are scared to keep such products which may bring irritant customers in the long run. 93.75% spoke about proud ambassador of the brand and they boast to be associated with the name.

Qs2. If Yes, What made you decide to join hands with LG? OBJECTIVE: This is to find out, which factors influence the dealers to join hands with LG. ANALYSIS:
EASY ACCESSIBILITY TO THE MARKET 5 31.25 BRAND Better Business Opportunities 6 37.5 4 25

40 35 30 25 20 15 10 5 0

37.5 31.25 25 Series2

EASY ACCESSIBILITY TO THE MARKET

BRAND

Better Business Oppurtunities

73% spoke of ‘Brand’ and a negligible 27% spoke of ‘Easy accessibility to the market’. This shows that dealers carry Electrolux products because of its brand image. The brand image of LG is enhanced when it associated the ‘Green Ion Door Cooling’ (i.e LG) with it. ‘LG’ is having a very strong brand image in Indian market, so it obviously helped LG in brand making strategy.

Qs 3 Analysis is done along with the Analysis of Qs no-2 of Group - F Qs4. Are you satisfied to carry LG products? (If Yes, Why) (If No, Why) OBJECTIVE: With this question, an attempt was made to find out, what are the instigating factors that made dealers to sell LG products. ANALYSIS : PRICIN UPDATED PRODUCT PROMOTION G DESIGN AL STRATEGIES 14 2 5 16 16 16 SUITABLE SCHEMES 8 16

From the above diagram it is seen that, out of 16 dealers interviewed, 14 are happy with pricing and then comes suitable schemes & promotional strategies updated product design.
14 PRICING

14 12 10 8 6 4 2 0

8

UPDATED PRODUCT DESIGN PROMOTIONAL STRATEGIES SUITABLE SCHEMES

5

2

PRICING

UPDATED PRODUCT DESIGN

PROMOTIONAL STRATEGIES

SUITABLE SCHEMES

Qs5. How does company promote you along with the brand making factors? OBJECTIVE: This is to find out, what promotional activities company is doing for promoting their products in the market and helping the dealers in creating brand awareness. ANALYSIS:
INCENTIVE FOR DISPLAY 4 SUPPORT WITH FINANCE IN CARRYING THE AFFOREMENTIONED 3 DEVELOPING INFRASTRUCTURE OF YOUR OUTLET 6 DOING NOTHING AT ALL 2

Does Company Promote you along with the Brand making factor

75 80 60 40 20 0 Series2 Yes 75 No 25 25 Yes No

25 % spoke that the company doesnot initiate to promote a dealer but this is not the case regular SDMP meets are arranged for the Dealers , inshop branding is done , Live Cooking Demo’s are done by the MWO Chefs and as you can see that 75% of the dealers agree to this what the company does for them . As we can also see that company also gives incentives to the dealers for maximum & better display .Where as it also supports the dealers with finance and develop infrastructure (With In Shop Branding ,Provide POP/ POS Materials , & Display Stands etc.)

Qs6. Rank the following products of LG as per your sales preference? OBJECTIVE : Through this question, an attempt was made, to check which product category of LG does the ANALYSIS :
PRODUCTS REFRIGERATO R AIR CONDITIONER WASHING MACHINE MICROWAVE OVEN CTV

1 13 2 3 5
12

2 3 8 5 5
4

3 6 6 2

4 2 4

TOTAL 16 16 16 16
16

From the above chart, it is seen that most of the dealers graded Refrigerators as No-1 and then Air Conditioner as No-2, Washing Machine as No-3 and Microwave Oven as No – 4. So, the ratings of various product ranges of LG are as follows: PRODUCTS REFRIGERATOR CTV MICROWAVE OVEN Washing Machine AIR CONDITIONER RANKINGS 1 2 3 4 5

Q7. Do you keep stock of Microwave ovens? If Yes, What is the average stock of Microwave oven per brand? (Monthly wise) CALCULATION OF MARKET SHARE ON THE BASIS OF DATA COLLECTED FROM DEALERS IN GUWAHATI TOTAL STOCK OF MICROWAVE OVENS PER BRAND BRANDS TOTAL STOCK (In Pcs.) 82 6 35 22 18 9 20 7 199 MARKET SHARE 41.20 3.01 17.58 11.05 9.04 4.52 10.05 3.51 100%

LG IFB Samsun g Electrolu x Godrej TCL Onida Whirlpoo l TOTAL -

CALCULATION OF MARKET SHARE = TOTAL STOCK OF MICROWAVE OVEN STOCK PER BRAND FOR Example: Calculation of Market Share of LG in Microwave oven =

TOTAL STOCK OF MICROWAVE OVEN WITH DEALERS STOCK PER BRAND WITH DEALERS 82 = 199 = 41.20 %

Chapter - 4.1
CONCLUSION The overall study & observation done, findings & other hypothetical issues as well reveals a message --- message of development, more development would energize, more awareness. More awareness should also promote, more acquaintance with the product, more acquaintance should lead to more presence of this product. The word "More ", redefined here equates to mass & proportionate to the jury, who says that “LG” as a whole has lit the market & added to the maturity of mindset that accepts it. Nevertheless contradictions may occur, and has occurred also. Coalitions, actually occurs with differentiated ideologies, two different ideologies fighting to come down to a single conclusion. History evades that such conclusions do not occur. But with such conflicts, erupts newer brain wares, potential thoughts, minds that credential’s updates & thereby a market is reborn, which drapes along with veils of augmented sales strategies that resulted to a wide product acceptance. Product presence everywhere whispers tales of product success. It's just that a mind which do not do different things, but does a strategy differently.

A good percentage of people accepted the brand & many users accepted LG Micro Wave Oven. 42% spoke of likely attitude as they would recommend the brand and a great % spoke of a satisfied mind of after sales service with 25 % speaking its negatives. One thing which could be exclaimed about is that irrespective of such diversities, many supported the brand "LG "' and also the product "Microwave Oven ". But its differentiated rating to acceptance would have a different story to say altogether.

Chapter - 4.2 RECOMMEMDATIONS
The gradual penetration rates of microwave ovens are a definite indication of the need for creating more awareness of the product and also highlighting its feature, performance levels and usefulness. Earlier high income group families & now as the era is changing towards more competitive market the main customers are always he middle class and are the biggest buyers of microwave ovens, their views assume paramount importance in drawing any inference on the acceptability of the same. From the research it is seen that, although there is an awareness of the product, but 34% of the people do not perceive it to be a cooking system.

Chapter - 4.3 SUGGESTIONS TO STEP A STEP AHEAD:
It is vitally required to identify peripherals of influencing growth & development of the market. Microwave Ovens being , relatively a new product , five characteristics have to be emphasized which are especially important in influencing the rate of adoption. The 1st is the product’s compatibility, the degree to which it matches the values and experience of individuals in the community. The microwave oven is basically designed

keeping the European food in mind. But now, a shift of Indians towards microwave ovens is observed. Until the product can effectively cook Indian food, its adoption as a cooking system or a medium will be low. In the survey, it is found that some respondents revealed that some local cakes and dishes can be prepared in the microwave ovens. Such kind of endeavor should be appreciated by the company and food festivals exhibiting dishes cook able in a microwave oven can be organized. 2nd is the product’s relative advantage – a degree to which it appears superior to existing products. The greater perceived relative advantage of using Microwave Ovens, as a cooking system, in comparison with existing cooking appliances. This is the crucial factor which will determine the future potential of the product. The concept of Microwave Oven that will curtail long sweaty hours in the kitchen for the preparing food for the family , thereby make cooking enjoyable, less time consuming, has to be sold by the company.

The 3rd is product’s divisibility, a degree to which it can be tried on a limited basis. In this case the company can organize cooking classes for the users who could be encouraged to use more frequently by giving them the necessary steps to make various recipes and also for non users, who could get a first hand knowledge of the product. The 4th is the product’s complexity, the degree to which it is relatively different to understand or use microwave ovens a complex and knowledge of the product among the consumer group is low which the cause for its slow penetration is. Also among the user groups, its usage level is not very high.

APPENDIX – A QUESTIONNAIRES Group – A (Contains questions for those who don’t have Micro oven)
Introducing myself as a student of ISB&M, KOLKATA , initiating a part of the course curriculum of PGDBM, I am executing an analytical research on “Awareness and concept of Microwave Oven and consumer behavior in respect of LG brand”. I would put forth a plee to spare a few moments of your precious schedule in answering some queries pertinent to my analysis. I assure and further indemnify you of strict confidentiality and the valuable dotes of yours would be used only for such emphatic academic analyses. I would express my sincere gratitude for the aid initiated by your good self in helping me acquiring accomplishment of my allotted research work. Qs1. Are you aware of the concept & benefits of Microwave ovens? Yes No

Qs2. If yes, How did you come to know about microwave oven for the first time? Television

Newspaper Magazine Friends, peers & relatives Any other (please specify)___________________

Qs3. Which is the criteria for why should you go for a microwave oven? Time saving Necessity Want Non competent psychological complex Healthy method of cooking for controlling of obesity and other fat related disasters. Compact kitchen utility. Energy saving in terms of LPG gas etc. Qs4. Do you think your local food habits are compatible with microwave ovens? Yes Qs5. What is your daily itenary? No

Professional with 9-5 job. Business. Housewife Others______________ Qs6. How do you think yourself you are independent in Kitchen? Solely independent. Completely dependent on manpower resource. Solely dependent on kitchen appliances. Solely conventional methodology. Qs7. A microwave oven is of more utility to the children category as Well as for working mothers? Agree Disagree

Qs8. If you think of even buying a microwave oven what brand should you think you buy one? LG IFB Samsung Electrolux Godrej TCL Kenstar Onida Bajaj Whirlpool Others Qs9. The issue of absence of Microwave oven could be any one of the following? Financial Instability Unawareness of the utilities of the product Unbalancing need and want psychosis Qs10. “A microwave oven as a kitchen utility is accepted globally” – If you are not

into it do you consider yourself – Isolated Conventional Not ready to accept modernism Can think about it

Qs11. A few statements are given below, Please indicate your opinion? Strongl Somewh y at Agree Agree Neither agree Somewh nor at disagre disagree e Strongl y Disagre e

Statements a. microwave oven is more convenient than gas burner b. microwave oven cooks faster and saves energy c. microwave oven retains all nutritional values of food

d. microwave oven cooks food evenly e. Healthy cooking and time saving run parallel Any comments ________________________________________________

Qs12. What is your level of possibility to purchase a microwave oven within the next six months? No chance Slight Fair Possibilit Possibilit y y Good possibili ty High possibili ty Certain

Group – B (Contains questions for those who have Micro oven)
Introducing myself as a student of ISBM Kolkata, initiating a part of the course curriculum of PGDBM, I am executing an analytical research on “Awareness and concept of Microwave Oven and consumer behaviour in respect of LG brand”. I would put forth a plee to spare a few moments of your precious schedule in answering some queries pertinent to my analysis. I assure and further indemnify you of strict confidentiality and the valuable dotes of yours would be used only for such emphatic academic analyses. I would express my sincere gratitude for the aid initiated by your good self in helping me acquiring accomplishment of my allotted research work. Qs1. “Life without air & water could be proportionate to a life without Micro Wave Oven in the kitchen? Agree Disagree

Qs2. Which brand of Microwave oven you currently own? LG IFB Samsung Electrolux Godrej TCL Kenstar Onida Bajaj Whirlpool Others Qs3. Life was good before Microwave oven but life is ______________________ Without it. Possible Difficult Can’t run

Can manage somehow Qs4. I have become more of the following with my Microwave oven? Lazy Independent Idle Time specified

Qs5. Are you satisfied with the model and design of the Microwave Oven? Yes No

If No, why _________________________________________ Qs6. The new models could be made handier on table top on Kitchens? Yes No

Qs7. Are you satisfied with the after sales service? Yes No

Qs8. Is feedback at all important? Yes No

Qs9. Which can you suggest would build upward graph of acceptance of product? Model Feasibility Cost Viability

Qs10. The denial or acceptance of this product owes to the following causes? Insufficient funds

Ineffiency to support installment scheme Unfamiliarity with the product Unaware of a mechanized but a synchronized lifestyle.

Qs11. What is the key reason of buying a microwave oven, if you happen to buy one? Economically viable Time feasible Health conscious Making an independent family in terms of cooking

Group – C Customer details
Customer name ____________________________________________________ Address ____________________________________________________ Contact No ____________________________________________________ Age group Below 25 years 26-40 years 40 years and above Marital status Education Married Unmarried

__________________________________________

Occupation company

Private Company Govt. company Housewife

Public Business Others – 10,000 20,000 30,000

Monthly Income:

- Rs. 5,000 - Rs 11,000 - Rs 21,000

- Rs 30,000 above Family size : 1-3 members 3-6 members Above 6 members What is your daily food itenary? Staples Junk Whatever comes the way? Date __________________ Confectionaries Place _________________

Group – D (Contains questions for those who have not used LG Brand)
Introducing myself as a student of ISBM, Kolkata, initiating a part of the course curriculum of PGDBM, I am executing an analytical research on “Awareness and concept of Microwave Oven and consumer behavior in respect of LG brand”. I would put forth a plea to spare a few moments of your precious schedule in answering some queries pertinent to my analysis. I assure and further indemnify you of strict confidentiality and the valuable dotes of yours would be used only for such emphatic academic analyses. I would express my sincere gratitude for the aid initiated by your good self in helping me acquiring accomplishment of my allotted research work. Qs1. If “LG” has been heard by you, what do you envisage on that note? Refrigerators

Air Conditioners Washing Machine Microwave Oven

Qs 2. If you think of buying any product of the following brand specified, what would you like to go for? Refrigerator: LG Samsung Whirlpool Godrej Videocon Electrolux

Others__________________ Air Conditioner: LG Samsung Voltas Carrier TCL Onida Electrolux Others__________________ Washing Machine : LG

Samsung Whirlpool Godrej Videocon Electrolux Others__________________ Micro Wave Oven: LG Samsung Kenstar Onida IFB Electrolux Others___________________

Qs3. If you have heard or understood LG where did you come to know? Electronic / Print Media Peers & friends Hoardings / Promotions Exhibitions & fiestas.

Qs 4. On observation of acknowledging functions and weightage of LG, How would you grade it as a brand amongst others listed below? Rank between (1 & 10) Rankings

Product LG IFB Samsung Electrolu x Godrej TCL Kenstar Onida Videocon Philips

1

2

3

4

5

6

7

8

9

10

Qs5. Any comparable product compared on comparative analysis study, u would select LG owing to the following factors? Economically viable Large span (expanded) market Majestic variable in the market Body and manufacturing User friendly

Group – E (Contains questions for those who have used LG Brand)

Introducing myself as a student of ISBM, Kolkata, initiating a part of the course curriculum of PGDBM, I am executing an analytical research on “Awareness and concept of Microwave Oven and consumer behavior in respect of LG brand”. I would put forth a plea to spare a few moments of your precious schedule in answering some queries pertinent to my analysis. I assure and further indemnify you of strict confidentiality and the valuable dotes of yours would be used only for such emphatic academic analyses. I would express my sincere gratitude for the aid initiated by your good self in helping me acquiring accomplishment of my allotted research work. Qs 1. Which product category of LG are you using at present? Refrigerator Air Conditioner Washing Machine Micro Wave Oven Qs 2. Overall, how satisfied are you with LG? HIGHLY SATISFIE D SATISFIE D NEITHER SATISFIED NOR DISSATISFIE D 3 DISSATISFIE D HIGHLY DISSATISFIE D

1

2

4

5

. Justify your answer with reasons________________________________ Qs3. Does the company representative often visits you on your uncomfortable zones Yes No

Qs 4. Do you want any other service from Company? _______________________

Qs 5. What is your mode of purchase? Cash Installment basis

Qs 6. How likely would you be to recommend LG brand to your friends or colleagues? Very Likely 1 Likely 2 Neutral 4 Unlikely 6 Very unlikely 7

Qs 7. Suggestions _______________________________________________________ ______________________________________________________

GROUP – F (Questions for dealers)
Introducing myself as a student of ISBM, Kolkata, initiating a part of the course curriculum of PGDBM, I am executing an analytical research on “Awareness and concept of Microwave Oven and consumer behavior in respect of LG brand”. I would put forth a plea to spare a few moments of

your precious schedule in answering some queries pertinent to my analysis. I assure and further indemnify you of strict confidentiality and the valuable dotes of yours would be used only for such emphatic academic analyses. I would express my sincere gratitude for the aid initiated by your good self in helping me acquiring accomplishment of my allotted research work. Name of the Dealer__________________________________Category______ Address ________________________________________________ Ph No ______________________

Qs1. Do you keep stock of LG products? Yes No

Qs2. If Yes, What made you decide to join hands with LG? Brand Easy accessibility to the market Qs3. If No, Why (Specify) ___________________________________________

Qs4. Are you satisfied to carry LG products? If Yes, why Pricing Updated product design design If No, why Pricing Outdated product

Promotional strategies strategies Suitable schemes Credit period

Promotional Schemes Credit period

Qs5. How does company promote you along with the brand making factors? Incentive for display Support with finance in carrying the aforementioned Developing infrastructure of your outlet Doing nothing at all Qs6. Rank the following products of LG as per your sales preference? Rank between 1 & 4 PRODUCT Refrigerator Air conditioner Washing Machine Microwave Oven Color Television FPD Audio &Video (DVD) RANKIN G

Qs7. Do you keep stock of Microwave ovens? If Yes, What is the average stock of Microwave oven per brand? (Monthly wise)

LG IFB Samsung Electrolux Godrej TCL Kenstar Onida Bajaj Whirlpool Others

What is the sale per brand? (Monthly wise) LG IFB Samsung Electrolux Godrej TCL Kenstar Onida Bajaj Whirlpool Others

APPENDIX – B GROUP-C DEMOGRAPHIC PROFILES OF RESPONDENTS (Those who are using Microwave oven)

70% 60% 50% 40% 30% 20% 10% 0% 9% AGE GROUP 24% BELOW 25 YEARS 26 TO 40 YEARS 40 YEARS & ABOVE 67%

MARRIED, 92% 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

MARRIED UNMARRIED 8% UNMARRIED,

MARITAL STATUS

35% 30% 25% 20% 15% 10% 5% 0% OCCUPATION 10% 2% 3% 30% 20%

35%

PRIVATE CO GOVT CO HOUSE WIFE PUBLIC CO BUSINESS OTHERS

50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 3% 23%

50%

5000-10000 11000-20000 24% 21000-30000 30000 ABOVE

MONTHLY INCOME

60% 50% 40% 30% 20% 10% 0% 30%

60%

1-3 MEMBERS 3-6 MEMBERS ABOVE 6 MEMBERS

10% FAMILY SIZE

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

95% STAPLES JUNK CONFECTIONARIES WHATEVER COMES THE WAY

1% DAILY FOOD ITENARY

4%

India’s No.1 Choice Market Leader as per Figures released by ORG-Gfk Jan – May 2008 by Volume Market Share
Samsun g Onid a 8.4% 0 0 7.3% 7.2% 8.3% 3.4% 2% Videoco n 9.4% 4.6% 6.5% 6.5% 3.1% 16.6% 11% 1.4% Electrolu x 0 3.3% 4.5% 2.9% 5.3% 3.7% 1.8% 6.4% Whirlpo ol 0 22.7 % 23% 3.9% 5.4% 15.3% 18.2% 5.2%

Products Colour Television Refrigerators (FF) Refrigerators (DC) Air Conditioners Micro Wave Oven Washing Machine (SAWM) Top Load Front Load

LG

25.7% 16.1% 30.2% 22.4% 25% 26% 15% 16.4%

29.7% 18.2% 25.6% 14.7% 24.9% 22.8% 27% 7.7%

REFERENCES

LG’s Global Website. --- (www.lge.com)

Book on Marketing Research ---By: Naresh K Malhotra Book on Marketing Management ---By: Prof. Philip Kotler. Data Monitor

ORG-Gfk Report May 2008 Market Share

--- Jan – by Volume

The Economics Times website. Journal on product information ---Microwave Oven