FINAL REPORT ON

COMPARATIVE MARKET ANALYSIS OF SAMSUNG ELECTRONICS VIS- A- VIS ITS COMPETITORS

SAMSUNG INDIA ELECTRONICS PVT LTD.

REPORT ON

COMPARATIVE MARKET ANALYSIS OF SAMSUNG ELECTRONICS VIS- A- VIS ITS COMPETITORS

A report submitted i p!rti!" #u"#i""me t o# t$e re%uireme ts o# M&A Pro'r!m o# (!ipuri! I stitute o# M! !'eme t

TA&LE OF CONTENTS
Acknowledgement 4 1. Abstract .................. 5 2. Introduction ..6 a. Overview of the b. 1' c. (a%ing the foundation to become a world class com$an%11"12 d. 15 e. onsumer $erce$tion..16 4. Ob*ective of +esearch.1!"1# a. +esearch ,ethodolog%..........1& b. -ources of data collection2' 5. Anal%sis of .ealers /uestionnaire on 2! 6. Anal%sis of .ealers /uestionnaire on A 2#" )) !. 2indings from the 41 #. Anal%sis of sales .ata of -amsung..42" 46 &. 4# 1'. 62 12. onclusion.6) +eferences 5' 2indings of the +e$ort.............4!" onsumer /uestionnaire)4" 01.21" om$arative anal%sis 1)" onsumer durable sector..!"#

om$an% $rofile..&"

11. 3ro$osed /uestionnaire..51"

A&STRACT

)All human actions have one o

these seven causes! chance" natu#e"

com$ulsion" ha%it" #eason" $assion an& &esi#e . As a human being the ma*or cause to take over this $ro*ect was reason. 0he reason is to accom$lish m% task4 aim4 and motive of enhancing m% knowledge and to know more about the consumer durable industr%. onsumer durables have become inse$arable in this era of moderni5ation and thus influence even the common men6s life. 0his is one of the fastest growing industr% with an growth of about #7 ever% %ear. Invention and the launch of new technolog% is the most im$ortant tool of this industr%. 0o maintain the 8ualit% of $roducts $rovided to the customers the com$anies dealing in the consumer durable $roducts has to undergo e9tensive stud% and research work. 0his $ro*ect work is a small attem$t to understand the dealer4 retailer as well as the consumer behavior in regards to the colour television : Air conditioners and to find out the $osition of -amsung among its com$etitors. 0his -I3 $ro*ect is being conducted on onsumer durables i.e. 01 : Air conditioner for ;-amsung India <lectronics $rivate limited=4 I am focusing on Comp!r!ti*e M!r+et ! d ,o sumer be$!*ior stud- o# ,o sumer dur!b"es o# S!msu ' *is-.*is its ,ompetitors i/e/ So -0 LG0 Video,o 0 1!ier0 &"uest!r/ I CTV 2 A/C se'me t/ 2or this the -urve% was conducted with a set of 8uestionnaire containing the 8uestions which hel$ed in obtaining the desired information from the dealers : retailers. In the ne9t segment of stud% the consumers has be targeted with a set of 8uestionnaire for the desired information. 0ill date around 1'' dealers And +etailers were a$$roached in the handigarh and its neighboring districts i.e. -A- nagar mohali4 5irak$ur in 3atiala and 3anchkulla in hari%ana state. 0he information was obtained through 8uestionnaire as well as b% the interview method. 0he co$% of 8uestionnaire is being attached with this re$ort. 0he method of $ersonnel interview was also ado$ted for those who were unwilling to give an% information in writing. At $resent around 5' of such interviews have been conducted kee$ing in mind the re8uirements of the surve% being conducted.

0his re$ort also includes the anal%sis of around 1' %ear6s sales data. 0his data with the hel$ of (e s8uare method is used to $redict the future demand as well as the sales Of -amsung.

INTRO3UCTION
A comparative marketing study of Samsung Electronics vis--vis competitors (L.G, aier, !ideocon, "luestar, Sony # in t$e area of %$andigar$ and Surroundings&&&&& >All $rogress is born of in8uir%. .oubt is often better than overconfidence4 for it leads to in8uir% and in8uir% leads to investigation? +esearch inculcates scientific and inductive thinking and it $romotes the develo$ment of logical habits of thinking and organi5ation. 'esearc$ is a common parlance refers to a searc$ of kno(ledge. )$e advanced learners *ictionary of current Englis$ lays do(n t$e meaning of researc$ as a careful investigation or in+uiry especially t$roug$ searc$ for ne( facts in any ,ranc$ of -no(ledge .$at is comparative /arketing study ' In com$arative marketing research we take our com$etitor6s $roducts and make com$arison through consumer with our own $roducts. .$y %omparative /arketing study0 % om$arative marketing stud%@research com$rise one of the most im$ortant and fascinating task of marketing. It $rovides information for marketing decision making4 an% $roblem that are identified and investigated further b% using $roblem solving techni8ues with the ob*ective of arriving at solution. 0he most im$ortant innovation in the new a$$roach is to stud% simultaneousl% different organi5ational forms of business interest re$resentation. The aim o the stu&( is to $oint out the %est )in this #es$ect* amon+ the alte#natives that a#e %ein+ stu&ie&. The inal aim $e#ha$s is not onl( to in& the %est" %ut also to im$#ove it o# simila# o%,ects late# on.

O*er*ie4 o# t$e Co sumer 3ur!b"e M!r+et

0he consumer durable market in India has seen a $roliferation of brands and $roduct categories in recent %ears. ,ost ma*or international brands from Aa$an4 Borea4 C-4 <uro$e and been launched in India with var%ing degrees of success. One of the largest barriers to entr% for an% brand in India is the distribution network. 0he cost of servicing the network is huge for an% brand. 0he consumer is aware of the cost"benefit4 or value for ,one% as$ect. 2inancing o$tions are crucial in case of high"$riced $roducts. 0he% increase the affordabilit% for a Dider segment of $o$ulation. (ike in an% countr%4 the consumer durable industr% in India is largel% dominated b% colour televisions ; 01=4 which account for 567 of the consumer durables industr%. hina have

onsumer .urable ,arket 3ie In 2inancial %ear

Erowth of onsumer .urable ,arket

Comp! - Pro#i"e
2ounded in 1&)#4 -amsung or$oration is one of Borea6s most enduring and

res$ected cor$orations4 having stood behind the advancement of the national econom% for more than three 8uarters of a centur%. At the origin of -amsung Erou$4 -amsung or$oration was the trading arm of the grou$4 e$itomi5ing its vibranc% and om$an% marked a new cha$ter for its overseas o$eration4 which or$oration6s d%namism in the area of global trade. Its designation in 1&!5 as Borea6s first"ever Eeneral 0rading since then grew into a sco$e trul% worth% of a global trader. -amsung for Borea6s trading communit%.

entre$reneurshi$ and achievement on the world scene have been a ma*or ins$iration

In a continuing bid to e9$and its business area be%ond the confines of international trade4 in 1&&64 -amsung or$oration merged with -amsung onstruction4 and in 1&&!4 launched into the retail business. urrentl%4 -amsung or$oration is engaged in two ma*or business areasF trading4 construction. 0he organi5ation consists of two business grou$s4 with the retail business head8uarter under the trading grou$4 and with the housing develo$ment head8uarter under the construction grou$. T$e Tr!di ' Group4 currentl% o$erating from its !1 overseas offices4 e9$orts semiconductors4 machiner%4 $lants4 iron : steel4 chemical $roducts and te9tileG and im$orts energ%4 chemical $roducts and machiner% : e8ui$ment. In addition to trading4 the Erou$ carries out a variet% of other $ro*ects including overseas investment4 $ro*ect organi5ing services and energ% : natural resource develo$ment $ro*ects.

10

T$e Co stru,tio Group0 a $rovider of construction and engineering services4 is also a $lant builder and housing develo$er. 0o date4 the grou$ has to its credit ,ala%sia6s 3etronas building4 the world6s highest edifice4 452m high4 boasting &2 stories abovegroundG Hew Iusan 3ortG Incheon Int6l Air$ortG Clchin Huclear 3ower 3lantG and +aemian and 0ra$alace4 the a$artment com$le9es. 2rom energ% resources to housing4 each of these $ro*ects is a $owerful testimon% to the grou$6s technological e9cellence. (ast %ear4 the grou$ entered into a contract to build the world6s highest building4 Iur* .ubai. Hotabl%4 +aemian4 one of -amsung6s signature a$artment com$le9es is a remarkable trium$h4 hailed as new standard"setting lu9ur% housing. 0he success of +aemian4 to$$ing the Hational ustomer -atisfaction Inde9 ;H -I= in the a$artment categor% for eight consecutive %ears4 has driven u$ our overall market share in housing develo$ment to the to$ of the scale as well. T$e Ret!i" &usi ess is buo%ant and thriving with -amsung 3la5a Iundang 4 a multi" feature sho$$ing center4 and -amsung Internet -ho$$ing ,all4 familiarl% referred to as >-amsung ,all? as its two main $latforms.

11

L!-i ' t$e #ou d!tio to be,ome ! 5or"d C"!ss Comp! -

Jear 2''6
(! .evelo$ed the first"ever s$eech recognition $hone .evelo$ed innovative #"chi$ stacking , 3 technolog% 3osted more than K1' billion in net $rofit Iecame the world6s to$ three com$anies with the most $atents4 launched $atent" based management Feb +eleased digital slim 01 with the narrowest bod% de$th +eleased the first notebook 3 with embedded terrestrial .,I receiver -amsung Ilueblack $hone4 -EL".5''4 was selected as M0he Iest LandsetM at )E-, global conference in cannes4 2rance 2irst commerciali5ation of terrestrial .,I $hone in Borea .evelo$ed ..+) .+A, .evelo$ed the first wrinkle"free steam washer M!r .evelo$ed the first L-.3A terminal for commerciali5ation and ultra"high s$eed L-.3A s%stem ash $a%ment to more than 154''' -,<s .evelo$ed #2M 020"( . .evelo$ed ! mega$i9el camera $hone Apr M!Iecame the official s$onsor of helsea4 the renowned <nglish soccer club

.evelo$ed the world6s first O(<. for 4'M 01 om$leted and announced standard dimension for # th and &th generation ( . 3anels +eleased the first L. class 3.3 01 with 1''''F1 contrast ratio

12

Iegan mass $roduction of !' nano $rocessed 4 EI HAH. flash memor%

(u e

Accumulated $roduction volume of large ( .s sur$assed 1'' million units Iegan u$grading digital audio business to the world6s to$ level (aunched a new brand cam$aign with the theme of MImagineM +eleased the first 5 mega$i9el4 )9 o$tical 5oom camera $hone Iegan mass $roduction of &' nano $rocessed 1 EI ..+2 .+A,

(u"Au' Sep

+eleased the worldNs first ! mega $i9el camera $hone +eleased the worldNs biggest .(3 01 .evelo$ed the worldNs first 5'nm 16Eb HAH. 2lash +eleased the worldNs first Ilue"+a% Lome A1 enter

O,t

Ilue"black $hone;-EL"6''= selected as the M,obile the JearM .evelo$ed the worldNs first !'nm .+A,

hoiceNs 3hone of

.evelo$ed the worldNs fastest s$eed gra$hic .+A,;E..+4= No* 3e, .evelo$ed the largest 2le9ible ( . 3anel +eceived M25 i2 .esign ;Eerman%= awardsM Landset shi$ments reached over 1'' million

Comp!r!ti*e A !"-sis
13

A com$arative Anal%sis of -amsung <lectronics vis"O"vis com$etitor6s ;(E4 Laier4 1ideocon4 -on%4 Iluestar= in handigarh

.$at is comparative 1nalysis0 In com$arative Anal%sis we take our com$etitor6s $roducts and make com$arison through consumer with our own $roducts. Dh% om$arative Anal%sisP om$arative Anal%sis com$rises one of the most im$ortant tasks of marketing. It $rovides information for marketing decisions. 3roblems are identified and investigated further b% using $roblem solving techni8ues with the ob*ective of arriving at solution. 0he most im$ortant innovation in the new a$$roach is to stud% simultaneousl% different organi5ational forms of business interest re$resentation. 0he aim of the stud% is to $oint out the best among the 1ariables that are being studied. 0he stud% will also include the surve% which will be targeting about 1'' dealers in the area of handigarh. 0he main em$hasis in the surve% will be given on the sales of 01 : A segment4 the consumer -amsung in com$arison to its com$etitors in surve%. 0he anal%sis of the bu%ing behavior in res$ect to A : 01 will be another im$ortant

$erce$tion about the brand will also be taken into consideration while conducting this

com$onent of m% stud%. Iu%ing behavior of the consumer is a stud% of how individuals make decisions to s$end their available resources ;time4 mone% : effort= on consum$tion related items ;what the% bu%4 wh% the% bu%4 where the% bu%4 how often the% bu% and use a $roduct or service=. 0he heterogeneit% among $eo$le across the world makes understanding consumer bu%ing behavior an intricate and challenging task. 0he consumers6 identit%4 his beliefs4 s$ecific needs4 attitudes and the kind of $roduct and brand available in that $roduct categor% influence his bu%ing behavior. 0he marketing efforts of a firm have a $rofound im$act on the bu%ing decisions of customers. 0herefore the attem$t of m% surve% will be to obtain an in" de$th knowledge of the customers bu%ing behavior. 0he effect of e9ternal variables on $urchasing $attern of customer will also be considered here the e9ternal variables refer to all those factors which will be affecting the consumer $urchasing decisions4 these can be $rice of the goods and on its attitude to res$ond to functional needs. 0he critical variable under this a$$roach is the

14

availabilit% of ade8uate information about $urchase alternatives ;$rice4 $roduct functionalities= to su$$ort the decisional $rocess. 0he e9ternal conditioning a$$roach4 according to which the $urchase decision is a res$onse to e9ternal stimuli. 0he critical variable under this a$$roach is which kind of e9ternal stimuli can influence $urchase decision. 0he e9$erience and the social interaction " based a$$roach4 according to which the $resent consumer decision aims at the construction of $ersonal identit%. Another com$onent of m% stud% will be the anal%sis of the brand ;-amsung= on four 36s i.e. Q Q Q Q 3roduct 3ricing 3romotion 3lacement.

0hese are the four factors which hel$ an organi5ation to understand the market and hel$ in taking future decisions relating to the launch : the strengthening of the market for the brand. &e e#it to ,omp! -6 1. .is$la% -hare 0rackingF .is$la% share tracking will hel$ us to find out these information It will be used to revealed $otential demand of each $roduct. Dith the hel$ of dis$la% tracking we will find out the highest selling $roduct and lowest selling $roduct in the market. It will hel$ in taking decision during the line e9$ansion and line $runing. 2. onsumer $erce$tionF 0his is done with the aim of ca$turing the true words and emotions of consumer4 and in turn using this information to im$rove or develo$ed $roducts or to determine $eo$le attitude toward the $roducts. It will hel$ com$an% to get feedback from consumer.

15

It will $revent the undervaluation of com$etitor and we can find the strength and Deakness of our $roduct. 0his will hel$ us to sta% ahead in com$etition It will encourage value creating investment. It will hel$ in ma9imi5ing the consistenc% of value creation ,easuring $erformance It will hel$ us for market share anal%sis. -o I can sa% this stud% is more suitable for -amsung to com$ete and survive in lobal market.

16

Co sumer per,eptio
As it is well known $roverb of marketing that > onsumer is the king? it is mandator% for an% researcher to know the o$inion of the consumer regarding the $roducts on which he is going to conduct the stud%. 0his research work will include a consumer 8uestionnaire on the consumer goods which has been taken as the $art of the stud% the 8uestionnaire mainl% aims at . Awareness of the consumer about the brand Lis decisions whether de$endent or inde$endent 3urchase $attern Irand lo%alt% level urrent consumer durables in home Dhat is the im$ression of consumer about -amsung

0his 8uestionnaire will mainl% hel$ out in reaching at the actual consumer $erce$tion of the consumers about the brand. 0his is done with the aim of ca$turing the true words and emotions of consumer4 and in turn using this information to im$rove or develo$ed $roducts or to determine $eo$le attitude toward the $roducts. 2.1 It will hel$ com$an% to get feedback from consumer. 2.2 It will $revent the undervaluation of com$etitor and we can find the strength and Deakness of our $roducts 2.) 0his will hel$ us to sta% ahead in com$etition. 2.4 It will encourage value creating investment. 2.5 It will hel$ in ma9imi5ing the consistenc% of value creation. 2.6. ,easuring $erformance 2.! It will hel$ us for market share anal%sis.

-o I can inter$ret4 this stud% is more suitable for -amsung to com$ete and survive in global market. 17

O&(ECTIVE
0he ma*or ob*ective of the stud% is to anal%5e the $osition of -amsung 1is"O"1is its com$etitors and to identif% weak areas and $rovide recommendations for the sales. 0he consumer durable market has grown considerabl% in last few %ears in India. Dith the growth4 the level of com$etition has grown as well. (iterall% ever% da% com$anies come u$ with new attractive offers to grab the better share of the market. 0he challenge is not onl% to get the new customer but also to continue with the e9isting customers. 0he ob*ective of doing the $ro*ect is toF "Identif% the .ealer and res$ect to its com$etitors in onsumer $erce$tion about the -amsung $roducts with 01 : A segment. 01: A

" 0o suggest some differentiating strategies to sta% ahead in com$etition in segment. " 0o identif% the factor affecting the four 3s i.e. E-am$le! 3roduct 3ricing 3romotion 3lacement.

5$!t !re t$e p!r!meters o 4$i,$ ,o sumer m!+es $is pur,$!se de,isio 7 P!r!meters O O O O 3rice 3ackaging 3roduct 2eatures Irand Hame 18 R! + . . .. .

O O

3roduct /ualit% 3roduct .esign

. .

SCOPE OF STU3Y6 1. Im$act of consumer durables ;being taken in to the stud%= on the consumers4 retailers4 dealers. 2. om$arison of -amsung with other com$etitors.

MET1O3S OF COLLECTING 3ATA AN3 T1EIR SOURCES6 Secon&a#( Data! 0he secondar% data for the $ro*ect is collected from websites. 0he other data was collected from the offer document and informal discussion with com$an% members. +eferences are also taken from search engines. P#ima#( Data 0he $rimar% data is collected b% interviewing the concerned $ersons. 3e!"ers 8uestio !ire0 Co sumer 8uestio !ire is $re$ared to collect the data and this data will be anal%5ed for stud%ing the $osition of -amsung in com$arison to that of its com$etitors i.e. -on% .(.E. Laier4 1ideocon4 Iluestar4

19

Rese!r,$ Met$odo"o'>+esearch is the s%stematic design4 collection4 anal%sis and re$orting of data and findings relevant to a s$ecific situation or $roblem?. 0he ob*ective of this section is to describe the research $rocedure and methods that have been ado$ted for the achievement of the $ro*ect ob*ectives. !/ Rese!r,$ 3esi' F <9$lorator% research stud% A research design is the arrangement of conditions for collection and anal%sis of data in a manner that aims to combine relevance to the research $ur$ose with econom% in $rocedure. ,% research is com$arative in nature.

b/ Met$od o# 3!t! ,o""e,tio 6 In order to stud% the consumer $erce$tion regarding the uses of -amsung 3roducts with res$ect to other com$anies in $rimar% and secondar% data will be collected. 0he stud% $ro$osed to collect 3rimar% data through 8uestionnaire using surve% method. -o as to give a $recise4 accurate4 realistic and relevant data. 0he se,o d!r- d!t! as it has alwa%s been im$ortant for the com$letion of an% re$ort $rovides a reliable4 suitable4 e8uate and s$ecific knowledge. 0he data will collect from various maga5ines4 fact sheets news$a$ers and websites $ublished b% the com$an%. ,/ S!mp"i ' Te,$ i%ue6 0he stud% $ro$osed to use convenience sam$ling. d/ S!mp"e Are!6 In order to make a com$arative anal%sis stud% the consumer handigarh both

$erce$tion as well as dealer : retailers $erce$tion of -amsung $roducts with res$ect to its com$etitor4 the data for the stud% has been collected through a surve% of .ealers@+etailers of handigarh and surroundings.

20

-ources of .ata
0he nature of the data that has been used in the $ro*ect under stud% is both $rimar% and secondar% in nature. P#ima#( &ata /uestionnaire4 $ersonal meetings4 interview method with the concerned $ersons will be used to collect the $rimar% data. Secon&a#( &ata Offer documents4 fact sheets4 news $a$ers4 maga5ines $ublished from time to time and Internet4 om$an% sources.

21

ANALYSIS OF T1E 3EALERS 8UESTIONNAIRE FOR 9CTV:

2or this $ur$ose I conducted a surve% with the sam$le si5e of 1''. 0his sam$le includes the dealers and the retailers in the area of handigarh and surroundings. 0he 8uestionnaire having 16 8uestions was $re$ared to obtain the desired information and the method of $ersonnel interview was also ado$ted for those dealers who were not interested in filling the 8uestionnaire and the data got is then anal%5ed and following are the results for the same.
0he starting of m% 8uestionnaire with the 8uestion ;/5$i,$ o# t$e #o""o4i ' br! ds o# CTV0 -ou !re de!"i ' i 7 0his 8uestion mainl% gives the idea that how man% dealers and the retailers are dealing in single and multi$le brands 2ig 1.' shows that out of 1'' dealers and retailers who were $art of surve% in were dealing in multi$le brands. 3e!"ers R!tio handigarh and surroundings where )# were dealing in the single brand onl% and the others

-ingle brand )#7

singleIrand multi$le Irand

,ulti$le brand 627

2ig 1.' ). 1o4 m! - mode"s do -ou disp"!- #or e!,$ br! d7 ,ainl% the 154 214 2&4 ( . : 3(A-,A were considered for the brands -amsung4 -on%4 (E4 Laier4 1ideocon and the ma*or dealers and the retailers were interested in kee$ing the brand most sold. 0he fig 1.2 shows that out of the total surve% the $ro$ortion.

22

A*er!'e Proportio o# 3isp"!- !t e!,$ Store !7 2'7 547 57 147

15 Inch 21Inch 2& Inch ( . 3(A-,A

2ig 1.1 0his 8uestion also bought u$ an idea that lower end markets have more $ro$ortion of 154 21 inch dis$la% as com$ared to that of high end market. </ 5$i,$ !re t$e t4o $i'$est se""i ' mode"s o# e!,$ ,omp! - i CTV 2 t$eir pri,es7 0he models that were sold more in com$arison to others for the same brand in the 01 segment are as follows.

T$e $i'$est se""i ' Mode"s

-amsung (E Laier 1ideocon -on% 21inch 3lano" 5)' 4 R4) 21inch 2latron "212. 2+E" 0S4 212 #+E"AS 21inch 3latron" 2122A4 212&. 21inch hallenger" 21inch B1L,21) ,#'4 B12A 21, #)

=/

To 4$!t e>te ts0 #o""o4i ' br! ds o# CTV !re pre#erred b,ustomers7 0his 8uestion was mainl% asked to have an overview of how the customer res$onds to a $articular brand and the results are shown in the fig 1.2

23

Customer br! d pre#re ,e i ?; i ,$

4'7 )57 )'7 257 2'7 157 1'7 57 '7 -amsung -on% (E 1ideocon Laier

2ig 1.2 Average demand for the brand has been also estimated with the findings of the same 8uestion.

Customer Pre#re ,e #or &r! d

127 227

#7

267 )27

-amsung -on% (E 1ideocon Laier

2ig 1.)

5.

5$!t is t$e pri,e b! d #or 4$i,$ t$e ,ustomer "oo+s #or 4$i"e m!+i ' pur,$!se de,isio 7 Dith this 8uestion the ma*or ob*ective of m% surve% was accom$lished it reveals what the consumer need in the $articular segment as shown in the table below.

24

-egment 15 inch 21inch 2&inch ( . 3(A-,A

Irand 1ideocon -amsung@(E -on%@-amsung -amsung -amsung@(E

3rice range 5''' &''' 15''' 4'''' 55'''

@/ 5$!t is t$e e>pe,ted per,e t!'e o# ,ustomers 4$o !re 4i""i ' to p!-7 Dith the surve% and then the anal%sis of the data concludes that in the high end markets like of -ector 224 244 )44 1!4 the ratio of $remium an low end customers was 6'F 4' as shown in 2ig1.4 Proportio o# ,ustomerss i low"end ustomer 4'7 $i'$ e d m!r+ets

3remium ustomer 6'7

2ig 1.4 Dhile in the lower end markets like Ha%a gaon4 .addu ma*ara4 Ialtana4 Iadial : ,anima*ara the $ro$ortion of 3remium and low end customer is of the ratio 2'F#'. As shown in the fig 1.5.

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Proportio o# ,ustomers i

Lo4-e d m!r+ets

3remium ustomers 2'7

(ow"end ustomers #'7

2ig 1.5

8A 4$!t is t$e !

u!" estim!ted s!"es o# CTV7 After taking out the average of

the low"end and $remium markets the results obtained are that the average annual sales of the $remium end market that com$#ises o ./ &eale#s an& #etaile#s was as under &r! d N!me
-amsung -on% (.E 1ideocon Laier

u!" !*er!'e estim!ted s!"es

61&2 $ieces $.a 56!6$ieces $.a 6!'#$ieces $.a 25#'$ieces $.a 1')2$ices $.a

8;B/ At 4$i,$ *isit0 ,ustomer 'e er!""- #i !"iCe $isD$er de,isio #or bu-i ' ! CTV7 0his mainl% gives an overview of how customers make their $urchase decision when the% enter in to show room. 0he results of this anal%sis are shown in the fig 1.6

26

&'7 #'7 !'7 6'7 5'7 4'7 )'7 2'7 1'7 '7 1

Customer 3e,isio I de>

1isit to -how room 2ig 1.6

An% other

8;?/ 5$e ,ustomers most"- *isit s$o4room #or bu-i ' CTV7 /uestion 11: 12 mainl% hel$ in $redicting that which offer attracts the customer the most and the results obtained after the anal%sis work are shown in the fig 1.#
!'7 6'7 5'7 4'7 )'7 2'7 1'7 '7 .iscount offer e9change offer new features An% other

Customer Visit I de>

2ig 1.# 8;</ 5$!t is t$e most !,,ept!b"e siCe i CTV o4 d!-s7 0he 8uestion mainl% em$hasi5ed on bringing out the most acce$table si5e of 01 in each segment and thus the results obtained are shown as under.
-egment 01 ( . -i5e 21 )1

27

3(A-,A

42

8;=/ &e"o4 !re di##ere t modes o# promotio / P"e!se r! + #o""o4i ' modes #rom ; to @0 o t$e b!sis o# t$eir i #"ue ,e o ,ustomer/ ('ank23$ig$, 'ank 4 3 lo(# 0he ma*or modes of $romotion that influenced the customers was audio visual mode that com$rises of 5&7 $rint media occu$%ing 247 and other modes influenced them 1!7 this is shown in fig 1.& I #"ue ,i!" modes o# promotio Other ,edia 1!7

Audio visual 5&7

3rint media 247 2ig 1.& 0he other two 8uestionnaires were generall% ignored b% the retailers as the% tried to be lo%al to the brands in which the% were dealing.

28

ANALYSIS OF T1E 3EALERS 8UESTIONNAIRE FOR 9AC:

2or this $ur$ose I conducted a surve% with the sam$le si5e of 1''. 0his sam$le includes the dealers and the retailers in the area of handigarh and surroundings. 0he 8uestionnaire having 16 8uestions was $re$ared to obtain the desired information and the method of $ersonnel interview was also ado$ted for those dealers who were not interested in filling the 8uestionnaire and the data got is then anal%5ed and following are the results for the same.
0he 8uestionnaire with the 8uestion ;/5$i,$ o# t$e #o""o4i ' br! ds o# AC0 -ou !re de!"i ' i 7 0his 8uestion brought the fact that how man% dealers and retailers are dealing single and multi$le brands of air conditioners this shown in the figF ;/;B

3e!"er R!tio ,ulti$le brand )27

single Irand multi$le brand

-ingle brand 6#7

2ig 1.1' 8? 1o4 m! - mode"s do -ou disp"!- #or e!,$ br! d7 In this 8uestion mainl% the 1.' ton4 1.5 ton and 2 ton ca$acit% of both window s$lit air conditioner categor% were considered and the models dis$la%ed at each counter on an average are as underF

29

Brand Name a$acit% -amsung w@s

1 0on 1.5 0on 2.' 0on 2@1 )@2 1@1 2@1 )@1 1@1 2@1 2@2 1@'

(E w@s Iluestar w@s

1@1 1@1 1@'

Laier 1ideocon w@s

1@' 1@1 .5@'

w@s

8< 4$i,$ !re t$e t4o $i'$est se""i ' mode"s o# e!,$ ,omp! - i AC 2 t$eir pri,es7 <ach brand has its uni8ue image for its $roduct thus the highest selling models for each brand also var% according to the 8ualit% features as well as demand for the $roducts the highest selling model for the each brand are as follows

&r! d
-amsung (E 1ideocon Iluestar Laier

Mode"
1#/I D1#E2 -I16'# DA,1#1JI LD12.S

8=/To 4$!t e>te ts0 #o""o4i ' br! ds o# AC !re pre#erred b- ,ustomers7 0he ma*or brands $referred b% the customers according to the o$tions given are as follows &r! d Pre#re ,e b- ,ustomers
)57 )'7 257 2'7 157 1'7 57 '7 -amsung (E 1ideocon Iluestar Laier

2ig 2.1 30

8E/ 5$!t is t$e pri,e b! d #or 4$i,$ t$e ,ustomer "oo+s #or 4$i"e m!+i ' pur,$!se de,isio 7 0his 8uestion mainl% brought out the conclusion of which $rice brand generall% the customer looks for when he makes his $urchase decision this is e9$lained as under.

Se'me t
1.' 0on 1.5 0on 2.' 0on

Pri,e &! d
11''' 16''' 2''''

8@ 4$!t is t$e e>pe,ted per,e t!'e o# ,ustomers 4$o !re 4i""i ' to p!-/ 3remium4 or has the (ow"end customers the anal%sis of the data reveals that the $ro$ortion of $remium customers is around !#7 as com$ared to that of low"end customers that com$rise of onl% 227 .

Proportio o# Premium 2 Lo4-e d Customers i M!r+et (ow"end customers 227

3remium ustomers !#7

2ig 2.2 8F 4$!t is t$e ! u!" estim!ted s!"es o# AC7 After taking out the average of the low"end and $remium markets the results obtained are that the average annual sales of the $remium end market that com$#ises o 01 &eale#s an& #etaile#s was as under this anal%sis work constitute the limited sam$le si5e and thus ma% no $redict the correct figures. the word season means the month of ,arch4 A$ril4 ,a%4 Aune. 31

&r! d N!me
-amsung (E Iluestar 1ideocon Laier

u!" !*er!'e estim!ted s!"es

24''' $ieces $er season 2!'''$ieces $er season 252''$ieces $er season. 15'''$ieces $er season. !#''$ieces $er season.

8A/

P"e!se r! + e!,$ o# t$e #o""o4i ' #e!tures #rom ; to E o t$e b!sis o#

t$eir import! ,e to ,ustomers 0his 8uestion after being anal%5ed brought out the conclusion that out of the total sam$le si5e $eo$le who gave their 1st $reference to brand name were around 427 and who went for 2eatures were 227 and $eo$le who gave their 1 st 3reference to $rice were 2#7 dealers communication : .esign constituted res$ectivel% for 27 : 67. 0his can easil% be understood b% the fig 2.).

Customer Pre#re ,e I de> 27 67

Irand Hame

427 2#7

2eatures 3rice .ealers .esign ommunication

227

2ig 2.) 8;B/ At 4$i,$ *isit0 ,ustomer 'e er!""- #i !"iCe $isD$er de,isio #or bu-i ' AC7 32

0his mainl% gives an overview of how customers make their $urchase decision when the% enter in to show room. 0he results of this anal%sis are shown in the fig 2.4

Co sumer 3e,isio I de>

1''7 &'7 #'7 !'7 6'7 5'7 4'7 )'7 2'7 1'7 '7 1 2 An% other

-eries1

1isit to -howroom 2ig 2.4 8;?/ 5$e ,ustomers most"- *isit s$o4room #or bu-i ' AC7 /uestion 11: 12 mainl% hel$ in $redicting that which 3romotional 0echni8ues attracts customer the most and the results obtained after the anal%sis work are shown in the fig 2.5
6'7 5'7 4'7 )'7 2'7 1'7 '7 .iscount offer e9change offer Euift o$tions An% other

Customer Visit I de>

2ig 2.5 8;=/ &e"o4 !re di##ere t modes o# promotio / P"e!se r! + #o""o4i ' modes #rom ; to @0 o t$e b!sis o# t$eir i #"ue ,e o ,ustomer/

33

0he ma*or modes of $romotion that influence the customer were audiovisual 6474 3rint media 2#74 0radeshows #7.
!'7 6'7 5'7 4'7 -eries1 )'7 2'7 1'7 '7 Audiovisual 3rint ,edia 0radeshows

Promotio !" Te,$ i%ue I de>

2ig 2.6 8;G/ 5$i,$ &r! d -ou Re,omme d ! d 4$-7 As this was the last 8uestion the im$ortance of this 8uestion was much more as $eo$le tried to ignore it but the information obtained from the anal%sis of this 8uestion are shown in the fig 2.!

3e!"ers Re,omme d!tio #or t$e &r! d

4'7 )57 )'7 257 2'7 157 1'7 57 '7 -amsung (E Iluestar 1ideocon Laier

2ig 2.!

34

FIN3INGS

FROM

T1E

CONSUMER

8UESTIONNAIRE
2or this $ur$ose I conducted a surve% with the sam$le si5e of 1''. 0his sam$le includes Iusinessman4 Eovernment em$lo%ees4 3rivate <m$lo%ees and Lousewives. 0his includes a 8uestionnaire having 1' 8uestions and the data got is then anal%5ed and following are the results for the same. ;: 0he first 8uestion is H4$i,$ o# t$e #o""o4i ' &r! ds de!" i ,o sumer dur!b"es7 I And as shown in the fig 1.14 the res$onse was 1''7 $ositive

,o sumer dur!b"es

1''7 1

Fi' ;/; ?: -econd 8uestion is H1o4 do -ou m!+e -our pur,$!se de,isio s7I 2ig 1.2 inter$rets the result that #47 of the consumer makes their $urchase decisions with the hel$ of one or the other aided media. Iut at the same time around 167 go for unaided $urchase decisions.

35

Pur,$!se de,isio
167 #47 aided

aided unaided

2ig 1.2

<: H5$i,$ pur,$!se p!tter is #o""o4ed !t -our p"!,e7 0his 8uestion tells about how man% $eo$le reall% take the hel$ of there near and dear ones while making the $urchase decision and also hel$s the marketers to target the a$$ro$riate segment. 0he result shows that !#7 of the consumers take the hel$ of their famil% and around 227 of the consumers go for the individual decision while making the $urchase decision. As shown in fig 1.)
Pur,$!se p!tter o# ,o sumers
22%

Individual
78%

famil%

Fi' ;/<

=: O 4$i,$ o# t$e #o""o4i ' p!r!meters -ou m!+e -our pur,$!se de,isio 7 9R! + t$em !,,ordi ' to -our pre#ere ,e: !: Pri,e b: produ,t ,: 8u!"it-

36

d: &r! d !me

e: P!,+!'i '

#: Fe!tures

It tells about how man% $eo$le out of the 1'' consumers give more $reference to the above mentioned o$tions. 0he result shows that 467 of the consumers give their 1st $reference to $rice4 67 to $roduct4227 to 8ualit%4247 to brand name4 '7 to $ackaging427 to 2eatures the gra$hical re$resentation in fig 1.44 1.54 1.64 1.!4 1.#4 1.&. <9$lains it more clearl%
#e!ture P!,+!'i ' s ' 2 1 & 2 16 1 4! 6 26 &' '

. P!r!meters #or pur,$!se de,isio

R!ti ' Pri,e Produ,t 8u!"it- &r! d !me 1 46 6 22 24 2 22 1' 14 44 ) 1# 16 )# 1' 4 1' # 2' 14 5 ' 5# 4 6 6 4 2 2 2

3rice
5' 4' )' 2' 1' ' 1 2 ) 4 5 6 !

3rice

+ating

Fi' ;/=

37

3roduct
#' 6' 4' 2' ' 1 2 ) 4 5 6 ! 3 roduct

+ating

Fi' ;/E
1'' #' 6' 4' 2' ' 1 2 3ackaging

3ackaging

+ating

Fi' ;/G

/ualit%
4' )5 )' 25 2' 15 1' 5 ' 1 2 ) 4 5

/ualit%

+ating

Fi' ;/@
38

Irand nam e
5' 4' )' 2' 1' ' 1 2 ) 4 5 6 ! Irand nam e

+ating

2ig 1.#

features
5' 4' )' 2' 1' ' 1 2 ) 4 5 6 f eatures

+ating

Fi' ;/A

E: 5$i,$ &r! ds o# ,o sumer dur!b"es -ou $!*e bee usi ' be#ore7 G: 5$i,$ ,o sumer dur!b"es -ou posses !t -our $ome prese t"-7I

39

@: 3o -ou #ee" "i+e s$i#ti ' to some ot$er br! d or -ou !re #u""- s!tis#ied 4it$ t$e prese t o e7

0hese three 8uestions mainl% bring out the $icture how the consumers follow the trends in the industr% these 8uestions mainl% em$hasi5e on the ,o sumer "o-!"t- "e*e"/ Out of around 1'' consumers 427 continued with the same brand4 )67 shifted to some other brand and around 227 were $lanning to shift to some other brand. fig shows the same in more a$$ro$riate manner. 0he overall anal%sis shows that onl% 42 7 of the consumers are brand lo%al while 5#7 of the consumers have the tendenc% of shifting to some other brand.

Co sumer "o-!"t- "e*e"

45 4' )5 )' 25 2' 15 1' 5 ' Tre d i ,o sumer dur!b"e i dustr-

continuing with same brand

-hifted to some 3lanning to shift other brand

Fi' ;/;B
F:. P"e!se r!te t$e #o""o4i ' br! ds o# CTV o t$e s,!"e o# ; to E7

0his 8uestion is for those consumers who are well aware of the e9isting brands and have sufficient knowledge regarding each brand the consumers were asked to rate the given brands on the scale of 1to 5 on the basis of their o$inion for /ualit%4 features4 .esign4 -creen resolution and efficienc%. 0he results obtained for the 8ualit% rating for 01 for -on%4 -amsung4 (E4 Laier4 and 1ideocon. Are shown in the fig 2.' where )27 of the consumers have
40

rated 5 -on% on the contrar% -amsung emerged as the leader in this segment with 4#7 of the consumers rating it on the scale of 5..
Co sumer R!ti ' C$!rt #or CTV
6' /ualit% +ating 5' 4' )' 2' 1' ' -on% -amsung Laier 1ideocon (E

2ig 2.' 8A/ P"e!se r!te t$e #o""o4i ' br! d o# AC o t$e s,!"e o# ; to E7 2he#e 3 mean $oo# se#vice an& 0 mean e-cellent se#vice

this 8uestion also tested the knowledge of consumers who are well aware of the e9isting brands of A and have sufficient knowledge regarding each brand ooling effect and -egment for the consumers were asked to rate the given brands on the scale of 1to 5 on the basis of their o$inion for /ualit%4 features4 .esign4 efficienc%. 0he results obtained for the 8ualit% rating for A

Iluestar4 -amsung4 (E4 Laier4 and 1ideocon. Are shown in the fig 2.1 where 427 of the consumers have rated 5 (E on the contrar% -amsung emerged as the leader in this segment with 467 of the consumers rating it ma9imum on the scale of 5. 2ollowed b% the other brands.

41

Co sumer R!ti ' C$!rt #or AC

5' 45 4' )5 )' 25 2' 15 1' 5 ' -amsung (E 1ediocon Laier Iluestar /ualit% rating

2ig 2.1
;B: 1o4 #!r -ou !re !4!re !bout S!msu ' Produ,ts2 4$!t is its impressio i Your mi d7 As shown in fig 2.24 in handigarh and -urroundings -amsung en*o%s an awareness of over &57 and a $ositive o$inion of around #'7 in the area

Co sumer A4!re ess ! d Ope io ,$!rt

Awareness among $eo$le &57 3ositive o$enion among $eo$le #'7

toda%. 2ig 2.2

42

ANALYSIS OF SALES 3ATA

0he sales date collected from the sources has been used to $redict the future -amsung India $rivate limited b% using the (east -8uares ,ethod E>p"! !tio o# t$e Met$od 0his method is widel% used in 3ractice. It is a mathematical method and with its hel$ trend line is fitted to the .ata in such a manner that the following two conditions are satisfied ;1= T;J"Jc=U' I.e. the sum of actual deviations of the actual values of J and the com$uted values J is Rero ;2= T ;J"Jc=2 is least I.e. the sum of the s8uares of the deviations of the actual and com$uted values is least from this line and hence the name method of least s8uares. 0he line obtained b% this method is known >as the line of best fit > 0he method of least s8uares ma% be used either to fit a straight line trend or a $arabolic trend. 0he straight line trend is re$resented b% the e8uation

Y,J !KbL
DhereF

43

YB U is used to designate the trend 1alues to distinguish them from the actual 1alues of Y. ! is the % interce$t or the com$uted trend figure of the Y variable when L J B b re$resents the slo$e of the trend line or amount of change in Y variable that is associated with a change of one unit in L variable. 0he L variable in the time series anal%sis re$resents time.

Least S4ua#es t#en& Metho&

Fitti ' o# str!i'$t "i e tre d b- t$e met$od o# "e!st s%u!res

Jear 1&&! 1&&# 1&&& 2''' 2''1 2''2 2'') 2''4 2''5 2''6

-ales ;J= 1)'&4!24 166)&!4& 22#1'2&) 2!2)'&)& 2441&5#& )'51#256 42)21#52 5'&11164 61#4#&45 6)4!&#)) %U )5)2!5)44

.eviation 2rom2''1 ;S= '.5 "4.5 ").5 "2.5 "1.5 "'.5 '.5 1.5 2.5 ).5 4.5 U '

SJ "5#&2625# "5#2)&122 "5!'25!)) "4'#464'& "122'&!&5 1525&12# 6)4#2!!# 12!2!!&1' 2164!1)'# 2#565&24& SJU 4#'&')'5!

S2 2'.25 12.25 6.25 2.25 '.25 '.25 2.25 6.25 12.25 2'.25 S2 U #2.5

0he e8uation of the straight line trend is a UTJ@ H U )5 )2!5)44@1' U )5)2!5)4.4 bU TSJ@ TS2 U 4#'&')'5!@#2.5 44

U5#2&12!.&6 JU )5)2!5)4.4 V 5#2&12!.&6 S 2or 2''! S will be 5.5 F )5)2!5)4.4 V 5#2&12!.&6 ;5.5= U )5)2!5)4.4 V )2'6'2').!& U 6!)#!!)#.1& K 0hus the estimated earnings for the %ear 2''! are K6!)#!!)#.1&

45

CORRELATION ANALYSIS

A !"-sis o# t$e &r! ds Popu"!rit- o t$e b!sis o# t$eir R! +s

orrelation anal%sis is a statistical techni8ue used to measure the magnitude of linear relationshi$ between two variables orrelation anal%sis cannot be used in isolation to describe the relationshi$ between the variables. It can be used along with regression anal%sis to determine the nature of the relationshi$ between two variables. 0he two fre8uentl% used correlation coefficients areF 0he 3earson $roduct moment correlation coefficient harles -$earman6s rank correlation

A !"-sis b- t$e C$!r"es Spe!rm! Is r! + ,orre"!tio Met$od Irand Hame

-amsung (E -on% 1ideocon Laier

-ales in 3ieces
2nd )
rd

/ualit%
2 1 2 1 1

.esign
) 4 ) 4 )

2eatures
4 ) 5 4 )

After sales -ervices

5 5 4 5 4

3rice
1 2 1 2 2

61&2 56!6 6!'# 25#' 1')2

1st 4th 5th

E>p"! !tio 6 46

It is the techni8ue of determining the degree of correlation between two variables incase of ordinal data where ranks are given to the different values of the 1ariables. 0he main ob*ective of this coefficient is to determine the e9tent to which the two set of ranking are similar or dissimilar. 0his coefficient is determined as under. T$e C$!r"es Spe!rm! Is r! + ,orre"!tio Formu"!6 sr J;-M GNd i ?O 9 ?-;: E%ue =/?

So"utio 6 8u!"it- me!sure

Irand Hame
-amsung (E -on% 1ideocon Laier nU5

+anks
2 ) 1 4 5

/ualit%
2 1 2 1 1

1- d
2

d2 ' 4 1 & 16 Td2 )'

' 2 "1 ) 4

-ubstituting the values in <8u. 4.2 U U 169)' 5(25-4)

" '.5Answer

0his indicates that there is a Hegative correlation between /ualit% and -ales ranking i.e. when the 8ualit% of the $roduct im$roves the -ales ranking volume for the brands 2all down.

47

3esi' me!sures

Irand Hame
-amsung (E

+anks
2 ) 1 4 5

.esign
) 4 ) 4 )

d
"1 "1 "2 ' 2

d2 1 1 4 ' 4 Td2 1'

1-

-on% 1ideocon Laier nU5

-ubstituting the values in the <8u 4.2 U 691' 5x24

U "'.5' Answer 0his indicates that there is a 3ositive correlation between .esign and -ales ranking i.e. when the design of the $roduct im$roves the -ales ranking for the brands also increases.

Pri,e me!sures

Irand Hame
-amsung (E -on% 1ideocon Laier nU5

+anks
2 ) 1 4 5

3rice
1 2 1 2 2

d
1 1 ' 2 )

d2 1 1 ' 4 & Td2 U15

48

-ubstituting the values in the <8ue 4.2 U 16915 5x24

2

U '.25 Answer 0his indicates that there is a 3ositive correlation between 3rice and -ales ranking i.e. when the 3rice raises the -ales ranking for the brands also rises for the $roduct

Fe!tures me!sure

Irand Hame
-amsung (E -on% 1ideocon Laier nU5

+anks
2 ) 1 4 5

2eatures
4 ) 5 4 )

d
"2 ' "4 ' 2

d2 4 ' 16 ' 4 Td2 U24

-ubstituting the values in the <8u 4.2 U 12

6924 5x24
2

U "'.2' Answer 0his indicates that there is a negative correlation between 2eatures and -ales ranking i.e. when the 2eatures of the $roduct im$rove the -ales ranking for the brands fall down.

A#ter S!"es Ser*i,e me!sure 49

Irand Hame
-amsung (E -on% 1ideocon Laier nU5

+anks
2 ) 1 4 5

After sales service

5 5 4 5 4

d
") "2 ") "1 1

d2 & 4 & 1 1 Td2 U24

-ubstituting the values in the <8u 4.2 U 12

6924 5x24
2

U "'.2' Answer 0his indicates that there is a negative correlation between after sales services and -ales ranking i.e. when the 2eatures of the $roduct im$rove the rank for the brands fall down. Thus it can %e conclu&e& #om the a%ove o%se#vation that onl( the $#ice an& the Desi+n a ect the #an5s o the +iven %#an&s in the $ositive manne# an& #est th#ee va#ia%les have the ne+ative e ect on the #an5s o the %#an&s 6hich has %een consi&e#e& on thei# sales %asis.

FIN3INGS
50

3rimar% data collected through 8uestionnaire4 3ersonnel Interviews regarding the -amsung and its com$etitors i.e. -on%4 (.E4 1ideocon4 Laier4 bluestar And the Anal%sis of the data using +esearch ,ethodolog% +eflects the following.

1.

onsumer .urables $la% a ma*or role in the life of each individual.

2. 0he dealers are the inse$arable $illar between the com$an% and the ultimate consumer. ). +etailers can sell an% thing to the consumers if rewarded with a$$ro$riate incentives. 4. .ealers are ha$$% kee$ing the single brand. 5. +etailer like kee$ing variet% brand so as no let the consumer leave the counter until he affect sales. 6. 0he retailers of remote areas of handigarh i.e.Ha%a gaon4 .addoma*ara4 baltana4 Iadial : ,anima*ara have different $erce$tion about .ifferent segments of 01:A. . !. +etailers like to stock the most sellable models of the com$an% rather than the dis$la% models being $romoted b% the com$an%. #. 0he dealers in -ector 224 244 )44 1!. (ike targeting high $rofile $eo$le. &. 0he markets of Ha%a gaon4 .addoma*ara4 baltana4 Iadial : ,anima*ara are the low end markets. 1'. 0he $ercentage of $remium end customers in -ector 224 244 )44 1!4 1# is around &'7 as com$ared to of )'7 in Ha%a gaon4 .addoma*ara4 baltana4 Iadial : ,anima*ara.

51

11. (ow end markets of handigarh have ver% less market for 1.5 : 2 ton Air conditioners. 12. 0he retailers in ,anima*ara are in a better $osition to tackle consumers as com$are to that of other remote areas.

1). .ealer disclosed the fact that a$$ro9 #5 $ercent customer come with 3rior knowledge of $roduct $rice4 features4 discount offer4 e9change offer onl% 15 $ercent are unknown customer. 14. In 01 segment )# $ercent dealer recommend the -amsung brand4 )2 $ercent dealer recommend (E4 1# $ercent recommend 1ideocon and 12 $ercent recommend the Laier.

15. A segmentF In A segment (E got the highest recommendation )2 $ercent4 -amsung got )1 $ercent4 Laier got 1! $ercent and 1ideocon got the 2' $ercent recommendation. 16. 0he anal%sis of the sales data reflects that the sale of -amsung is increasing %ear after %ear in com$arison to its com$etitors.

1!. 0he ranking of the brands have the $ositive relation with design4 $rice and others have the negative correlation.

52

LIMITATIONS OF T1E STU3Y

0he .ata collected from the .ealer might not be ver% accurate to obtain the desired information. 0he sam$le si5e taken is small to make a universal statement. 0he final conclusion can be also affected b% some of the e9traneous variables. 0hough the stud% re$resents the $osition of -amsung in be generali5ed. Iiasness of the res$ondent. (ack of sufficient information (ack of the instruments to find out the reasonable outcome handigarh. .ue to small sam$le si5e4 the finding ma% not be a true re$resentative and it cannot

.ifficult% in gathering the reasonable data It6s all about the future $redictions and future is unsuitable

53

REFERENCES
,arketing ,anagementF b% 3hili$ Botler .+ Bothari >+esearch ,ethodolog%? ,ethods And 0echni8ues. Lair@ Iush@ Ortinau ;2''6=. >,arketing +esearch? Haresh B. ,alhotra ;2''6=4 >,arketing +esearch" An A$$lied Oriented? I 2AI Aournal of ,arketing ,anagement4 0he I 2AI Cniversit% 3ress4 1ol.14 Ho.14 2ebruar% 2''! I 2AI Aournal of ,arketing +esearch4 the I 2AI Cniversit% 3ress4 Ho. 24 2ebruar% 2''!. www.-amsung.com www.son%.com www.haier.com www.lgindia.com www.videocon.com www.bluestar.com htt$F@@edweb.sdsu.edu@triton@-.Iiarrit5@+ubric.html www.winebusiness4com htt$F@@www.researchandmarkets.com@re$orts@5)&#4@ www.marketing$ower.com

54

8uestio
PURPOSE OF STU3Y

!ire o CTV

I am an ,IA student of I 2AI Iusiness -chool $resentl% $ursuing m% ,anagement +esearch 3ro*ect. Information in the 8uestionnaire will beF 8;/ Csed for academic $ur$oses onl% Be$t strictl% confidential

5$i,$ o# t$e #o""o4i ' br! ds o# CTV0 -ou !re de!"i ' i 7 9Please Tic5:

a) (E c= 1ideocon f= Laier

b= -amsung d= -on%

g= An% Other ;3lease -$ecif%= WWWWWWWW

8? 1o4 m! - mode"s do -ou disp"!- #or e!,$ br! d7 -amsung 15 21 2& ( . 3(A-,A 8< 4$i,$ !re t$e t4o $i'$est se""i ' mode"s o# e!,$ ,omp! - i CTV 2 t$eir pri,es7 -amsung " (E " Laier " 1ideocon" An% other" 8=/ To 4$!t e>te ts0 #o""o4i ' br! ds o# CTV !re pre#erred b- ,ustomers7 55 (E Laier -on% 1ideocon

;,ark the a$$ro$riate $reference level b% ticking against res$ective brand= &r! ds (E -amsung Liear 1ideocon -on% Ver- 1i'$ 1i'$ Lo4 Ver- Lo4 Ni"

8E 4$!t is t$e pri,e b! d #or 4$i,$ t$e ,ustomer "oo+s #or 4$i"e m!+i ' pur,$!se de,isio 7 Se'me t 15 21 2& ( . 3lasma &r! d ... PPPP Pri,e PPPP

8G is ,ustomer re!d- to p!- premium #or !dditio !" #e!tures7 // 8@ 4$!t is t$e e>pe,ted per,e t!'e o# ,ustomers 4$o !re 4i""i ' to p!3remium . (ow"end ..

8#/ 5$!t !re t$e p!r!meters o 4$i,$ ,o sumer m!+es $is pur,$!se de,isio 7 P!r!meters o 3rice o 3ackaging o 3roduct 2eatures o Irand Hame o 3roduct /ualit% o 3roduct .esign 8A 4$!t is t$e ! &r! d 56 u!" estim!ted s!"es o# CTV7 Amou t R! + .. .. . . . .

o -amsung o (.E o 1ideocon o -on% o Laier CTV7 a) At 2ist 1isit b= At -econd 1isit

.. .. .. .. ..

8;B/ At 4$i,$ *isit0 ,ustomer 'e er!""- #i !"iCe $isD$er de,isio #or bu-i ' !

c= At 0hird 1isit d= An% Other ;3lease -$ecif%=

WWWWW

8;;/ 3oes ,ustomer ,ome 4it$ prior + o4"ed'eDi #orm!tio !bout p!rti,u"!rs br! ds o# CTV7 a) Jes

b= Ho

I# -es0 4$!t t-pes o# i #orm!tio D+ o4"ed'e0 t$e- $!*e7 a) About .iscount Offer. b) About <9change Offer. c) About Hew 2eatures. d= An% Other ;3lease -$ecif%=

WWWWWWWWWWWWWWWWWWWWWWWWWWW

8;?/ 5$e ,ustomers most"- *isit s$o4room #or bu-i ' CTV7 a) .uring <9change Offer b= .uring Eift O$tion Offer

c= .uring discount Offer

d= An% Other ;3lease -$ecif%=WWWWWWWWW

8;</ 5$!t is t$e most !,,ept!b"e siCe i CTV o4 d!-s7

57

a) 14inch ( . 26 )2 4' 46 52

b= 21inch 3(A-,A 42

2& inch

5'

d= An% Other ;3lease -$ecif%=

WWWWWWWWWWWWWWWWWWWWWWWWWWW

8;=/ &e"o4 !re di##ere t modes o# promotio / P"e!se r! + #o""o4i ' modes #rom ; to @0 o t$e b!sis o# t$eir i #"ue ,e o ,ustomer/ 9'ank2 3 $ig$, 'ank 4 3 lo(# a= 0elevision WWWWWWWW e= +adio f= ,aga5ines g= Internet WWWWWWWW WWWWWWWW WWWWWWWW

b= Hews$a$ers WWWWWWWW c= 3am$hlets WWWWWWWW d= 0rade -hows 8;E/ ,ustomer7 ;,ark X to a$$ro$riate one= Irand om$laints Iad 3icture 8ualit% 3roblem with 3icture tube Ligh <lectricit% onsum$tion 2ading of olour (E WWWWWWWW

5$!t di##ere t ,omp"!i ts !re #!,ed b- -ou #rom -our

-amsung Laier

1ideocon -on%

8;G/ 5$i,$ &r! d -ou Re,omme d ! d 4$-7 PPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPP

58

PERSONAL PROFILE .ealer6s HameF WWWWWWWWWWWWWWWWWWWWWWWWWWWW AddressF 3h. Ho.F" WWWWWWWWWWWWWWWWWWWWWWWWWWWW WWWWWWWWWWWWWWWWWWWWWWWWWWWW

Date! Stam$

Si+n7

8uestio

!ire o A/C
59

PURPOSE OF STU3Y I am an ,IA student of I 2AI Iusiness -chool $resentl% $ursuing m% ,anagement +esearch 3ro*ect. Information in the 8uestionnaire will beF Csed for academic $ur$oses onl% Be$t strictl% confidential

8;/5$i,$ o# t$e #o""o4i ' br! ds o# AC0 -ou !re de!"i ' i 7 9Please Tic5: b) (E e= 1ideocon f= Laier

d= -amsung c= Ilue star

f= An% Other ;3lease -$ecif%= WWWWWWWW

8? 1o4 m! - mode"s do -ou disp"!- #or e!,$ br! d7 a$acit% 1.'0on 1.50on 2.'0on 8< 4$i,$ !re t$e t4o $i'$est se""i ' mode"s o# e!,$ ,omp! - i AC 2 t$eir pri,es7 -amsung " (E " Laier " 1ideocon" An% other" 8=/To 4$!t e>te ts0 #o""o4i ' br! ds o# AC !re pre#erred b- ,ustomers7 ;,ark the a$$ro$riate $reference level b% ticking against res$ective brand= &r! ds Ver- 1i'$ 1i'$ Lo4 60 Ver- Lo4 Ni" -amsung D@(E D@Laier D@Iluestar D@1ideocon D@-

(E -amsung Liear 1ideocon Ilue-tar 8E/ 5$!t is t$e pri,e b! d #or 4$i,$ t$e ,ustomer "oo+s #or 4$i"e m!+i ' pur,$!se Se'me t Pri,eDS 1.' 0on 1.5 0on 2.' 0on 8G/ is ,ustomer re!d- to p!- premium #or !dditio !" #e!tures7 // 8@ 4$!t is t$e e>pe,ted per,e t!'e o# ,ustomers 4$o !re 4i""i ' to p!3remium 8F 4$!t is t$e ! . (ow"end .. .. .. de,isio 7 &r! d Pri,eD5

u!" estim!ted s!"es o# AC7 Amou t .. .. .. .. ..

&r! d o -amsung o (.E o 1ideocon o Ilue-tar o Laier 8A/ import! ,e to ,ustomers/ 'ank 23 t$e most importance feature 'ank 53t$e least important feature

P"e!se r! + e!,$ o# t$e #o""o4i ' #e!tures #rom ; to E o t$e b!sis o# t$eir

61

Fe!ture a= 3rice b= .esign c= 2eatures d= .ealers ommunication f= Irand Hame

R! + Order WWWWWWWWW WWWWWWWWW WWWWWWWWW WWWWWWWWW WWWWWWWWW

8;B/ At 4$i,$ *isit0 ,ustomer 'e er!""- #i !"iCe $isD$er de,isio #or bu-i ' ! AC7 b) At 2ist 1isit b= At -econd 1isit

c= At 0hird 1isit d= An% Other ;3lease -$ecif%=

WWWWW

8;;/ 3oes ,ustomer ,ome 4it$ prior + o4"ed'eDi #orm!tio !bout p!rti,u"!rs br! ds o# AC7 b) Jes

b= Ho

I# -es0 4$!t t-pes o# i #orm!tio D+ o4"ed'e0 t$e- $!*e7 e) About .iscount Offer. f) About <9change Offer. ) About Hew 2eatures. h= An% Other ;3lease -$ecif%=

WWWWWWWWWWWWWWWWWWWWWWWWWWW

8;?/ 5$e ,ustomers most"- *isit s$o4room #or bu-i ' AC7 b) .uring <9change Offer b= .uring Eift O$tion Offer =WWWWWWWWW 8;</ 5$!t is t$e most !,,ept!b"e siCe i AC o4 d!-s7 62

c= .uring discount Offer

d= An% Other ;3lease -$ecif%

b) 10one

b= 1.50one

c= 2 0one

d= An% Other ;3lease -$ecif%=

WWWWWWWWWWWWWWWWWWWWWWWWWWW

8;=/ &e"o4 !re di##ere t modes o# promotio / P"e!se r! + #o""o4i ' modes #rom ; to @0 o t$e b!sis o# t$eir i #"ue ,e o ,ustomer/ 9'ank2 3 $ig$, 'ank 4 3 lo(# e= 0elevision g= 3am$hlets h= 0rade -hows WWWWWWWW WWWWWWWW WWWWWWWW e= +adio f= ,aga5ines g= Internet WWWWWWWW WWWWWWWW WWWWWWWW

f= Hews$a$ers WWWWWWWW

8;E/ 5$!t di##ere t ,omp"!i ts !re #!,ed b- -ou #rom -our ,ustomer7 ;,ark X to a$$ro$riate one= Irand om$laints Iad cooling 8ualit% 3roblem with Hoise Ligh <lectricit% onsum$tion ost of ,aintenance 8;G/ 5$i,$ &r! d -ou Re,omme d ! d 4$-7 PPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPP (E -amsung Laier 1ideocon Ilue -tar

PERSONAL PROFILE .ealer6s HameF WWWWWWWWWWWWWWWWWWWWWWWWWWWW AddressF WWWWWWWWWWWWWWWWWWWWWWWWWWWW 63

WWWWWWWWWWWWWWWWWWWWWWWWWWWWW 3h. Ho.F" WWWWWWWWWWWWWWWWWWWWWWWWWWWW

Date! Si+n7 Stam$

8UESTIONNAIRE 9OR CONSUMER

64

PURPOSE OF STU3Y I am an ,IA student of I 2AI Iusiness -chool4 $resentl% $ursuing m% ,anagement +esearch 3ro*ect. Information in the 8uestionnaire will beF Csed for academic $ur$oses onl% Be$t strictl% confidential 8;/ Dhich of the following deal in consumer .urablesP a= -amsung b= -on% c= (.E e= 1ideocon f= Iluestar g= Ia*a* d= Laier

h= Lero Londa

8?. Low do %ou make %our 3urchase decisions are the%. a= Aided ; with the hel$= b= unaided ; without hel$=

8</ Dhich $urchase $attern is followed at %our $laceP a= Individual b= 2amil%

8=/ On which of the following $arameters %ou make %our $urchase decisionP ;+ank them according to %our $reference= a= 3rice d= Irand name b= $roduct e= 3ackaging c= /ualit% f= 2eatures

8E.Dhich Irands of consumer durables %ou have been using beforeP 8G. Dhich consumer durables %ou $osses at %our home $resentl%P 8@. .o %ou feel like shifting to some other brand or %ou are full% satisfied with the $resent oneP

8F. 3lease rate the following brands of 01 on the scale of 1 to 5P .$ere 2 means poor service and 5 means e6cellent service
-on% -amsung Laier 1ideocon (E

65

/ualit% 2eatures .esign -creen resolution <fficienc%

8A/ 3lease rate the following brand of 1% on the scale of 1 to 5P .$ere 2 mean poor service and 5 mean e6cellent service
Iluestar /ualit% 2eatures .esign ooling effect <fficienc% .urabilit% After -ales -ervice -amsung Laier 1ideocon (E

8;B. Low far %ou are aware about -amsung 3roducts: what is its im$ression in Jour mindP ... ... PROFILE OF T1E SU&(ECTF N!me o# Co sumerF ... Address6 P$o e E-m!i" id 9I# ! -:PPPPPPPPPPPPPPPPPPPPP/

66

CONCLUSION
2rom the stud% we can conclude that consumer durables $la% a ma*or role in the da% to da% life of human beings . without them . 0he comfort alone should not be considered as the basis of measurement of the $erformance of the Hecessit% 3art. onsumer .urable industr%4 it should also include -amsung India electronics one of the leading onsumer durables are has taken $lace as a necessit% now a da%6s one finds it hard to survive

onsumer .urable $rovider should also concentrate on the research and develo$ment in the countr% itself so as to fulfill the demands of the local residents in the desired manner.

SUGGESTION6 0he om$anies should more concentrate on +:. rather than

wasting their mone% in various -ales $romotional techni8ues. ,ost of the $eo$le feel that advertisement is not u$ to the mark i.e. it does not $rovide clear $icture about the 3roduct Ieing $romoted and its schemes. -o $ro$er measure should be taken to make the advertisement more informative and creative. -amsung India <lectronics should also target the lower <nd markets where their sale is ver% low due to the e9istence of the local $la%ers.
-amsung should make the market strateg% kee$ing in mind both the lower"end as well as the $remium markets. -amsung should also concentrate on the $roduct categor% ga$ between the branded and the local $la%ers to win the com$etition in the long run.

67

68