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A
GRAND PROJECT REPORT
ON
A STUDY ON BRAND AWARENESS & DEALER &
CONSUMER PERCEPTION OF SAMSUNG BRAND IN COLOR T.V. & A.C.
SEGMENT
THROUGH COMPARATIVE MARKET ANALYSIS

Submitted to:-
Gujarat Technological University
Prepared by:-
SHETH JAYDEEP HARESHKUMAR (097030592003)
VADDORIYA PRAKASH BHANUBHAI. (097030592100)
Under the guidance of
Mr. Amit Lathiya
MBA Department,

Atmiya Institute of Technology and Science, Rajkot,
Batch - 2009 – 2011
April - 2011

II

DECLARATION

We, the undersigned , Sheth Jaydeep H, and Vaddoriya Prakash

students of MBA of AITS, hereby declare that this grand project work entitled “

A STUDY OF BRAND AWARNESS AND CONSUMERS AND DEALERS

PERCEPTION OF SAMSUNG BRAND IN COLOR TELEVISION AND

AIRCONDITIONER SEGMENT THROUGH COMPARATIVE MARKET ANALYSIS”

submitted by us to the Gujarat Technological University for the partial fulfillment of

the requirement for the award of the degree of Master in Business and Administration

(MBA), is solely our own work. The report embodies the findings and various other

information based on our own study and observation of the company only and not any

else.

Place: ‐   RAJKOT

Date: ‐          /      /2011

(JAYDEEP  SHETH )   (Vaddoriya Prakash)

III

ACKNOWLEDGEMENT

During the survey and while preparing this report many known and

unknown faces have directly and indirectly helped me.

I would like to take this opportunity and sincerely convey my thanks to all

the people who have helped me for the survey and preparation of the report. I am

extremely thankful to Prof. Amit Lathiya who has been the guide for our project.

Without his inspiration, support and efforts it would have been impossible for me to

make this report.

Moreover I would like to thank and express my sincere gratitude to our

, honourable Dean Sir Dr.(Prof.) Vikas Arora and other faculty members of the

institute, who have significantly helped and supported me and provided me all the

facilities to make my grand project more fruitful.

IV

PREFACE

“All human actions have one of these seven causes: chance, nature,

compulsion, habit, reason, passion and desire”. As a human being the major cause to

take over this project was reason. The reason is to accomplish our task, aim, and

motive of enhancing our knowledge and to know more about the consumer durable

industry. Consumer durables have become inseparable in this era of modernization

and thus have influenced even the common man’s life. This is one of the fastest

growing industries with an growth of about 8% every year. Invention and the launch

of new technology is the most important tool of this industry. To maintain the quality

of products provided to the customers the companies dealing in the consumer durable

products has to undergo extensive study and research work. This project work is a

small attempt to understand the dealer, retailer as well as the consumer behavior in

regards to the Color television & Air Conditioners and to find out the position of

Samsung among its competitors.

This SIP project is being conducted on Consumer durables i.e. Color

Television & Air Conditioner for (Samsung India Electronics private limited), we will

mainly focus on Brand Awareness study Comparative Market and consumer

behavior study of consumer durables of Samsung vis-à-vis its competitors i.e.

Sony, LG, Videocon, Haier, Bluestar in Color Television & A.C. segment. For

this the Survey was conducted with a set of questionnaire containing the questions

which helped in obtaining the desired information from the dealers & retailers. In the

next segment of study the consumers will be targeted with a set of questionnaire for

the desired information. Up to the end of the project around 100 dealers and Retailers

will be approached in the city of Rajkot and its neighboring areas i.e.Morvi, Vankaner

V

Jetpur and Gondal in Gujarat state. The information will be obtained through

questionnaire as well as by the interview method. The copy of questionnaire will be

attached with this report. The method of personnel interview will also be adopted for

those who will be unwilling to give any information in writing.

This report shall also include the analysis of around 10 year’s sales data. This

data will be analyzed with the help of Least square method is so as to predict the

future demand as well as the sales of Samsung.

VI

Table of Contents

Chapter No.

Particulars

Page No.

Title Page
College Certificate

i

Declaration

ii

Acknowledgement

iii

Preface

iv

1.

1.1

Industry Overview

1

1.2

Company Profile

10

1.3

Swot Analysis

15

1.4

Literature Review

20

1.5

Relevance of the study

22

2.

Research Methodology

2.1

Research Objective

23

2.2

Research Design

24

3.

Data Analysis & Interpretation 26

4.

Conclusion

4.1

Implications of the study

51

4.2

Limitations of the study

53

4.3

Scope of further Research

53

4.4

Suggestions

54

Bibliography

55

Annexures

57

List of Tables

Table No. Name of Table

Page No.

1.1

Classification of consumer goods

1

1.2

Growth Drivers

3

List of Figures

Figure No.

Name of the Figure

Page No.

1.1

Market share of different products

2

1.2

Sales trend in consumer electronic market

3

1.3

Category sales of different players in market

5

1.4

Turnover of different Companies

5

1.5

Market share of players in Washing Machines

segment

8

1.6

Television Penetration levels

9

1.7

Market share of players in Television Segment

9

1.8

Mission, Goals of Samsung Company

10

1.9

Vision of a Samsung company

12

1

CHAPTER - 1

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