A

PROJECT REPORT
ON

Comparison of Videocon Air Conditioners With other

Competitive Companies

In partial fulfillment in award of

PGDM TWO YEAR FULL TIME PROGRAMME

Under the guidance of

Faculty Guide

Company Guide

Mrs. RUBINA SAJID

Faculty-Management
MAISM

Mr. VISHAL MAHAJAN

Marketing manager
VIDEOCON

Submitted by
AMANDEEP SINGH
PGDM 3rd SEM (2008-2010)

Maharishi Arvind Institute of Science & Management

Ambabari Circle, Ambabari, Jaipur-302 023 INDIA.
Tel: +91-141-2335487, 2234216 Telefax: +91-141-2335120

E-mail: maism@datainfosys.net , maism@maism.com

CERTIFICATE

This is to certify that the Summer Training ReportComparison of Videocon Air Conditioners With
other Competitive Companies at VIDEOCON is a bonafide work carried out by
Amandeep Singh in the partial fulfillment of requirement for the award of Post Graduate Diploma In
Management(PGDM) course approved by All India Technical Education ministry(AICTE) Ministry of
of HRD,Government of India,New Delhi.

To the best of my knowledge & belief this work, is not submitted /published elsewhere for any degree
or diploma examination.

MRS.RUBINA SAJID
(FACULTY GUIDE)

ACKNOWLEDGEMENT
It is indeed of great moment of pleasure to express my senses of per found gratitude &
indebtness to all the people who have been instrumental in making my tanning a rich experience.
I got an opportunity to get a project in Videocon industries limited. For this, I would like to thank
Mr. Vijay Pareek (commercial head) who talked to the concerned person and without whom an
internship with the company would not have been possible. I express my gratitude to Mr. Vishal
Mahajan (marketing manager), my company guide and my faculty guide Mrs. Rubina Sajid
for giving me an opportunity to work and make the best out of my internship.
I thank to Mr. Sanjay Bhatnagar (branch manager) and Deepak Solanki (brand manager)
for their full support to me and constantly guided and supported me throughout the training
period. My heartfelt gratitude also goes out to the staff and employees at Videocon industries
limited for having co-operated with me and guided me throughout the training period. I thank
my college, Maharishi Arvind Institute Of Science and Management for having given me this
opportunity to put to practice, the theoretical knowledge that I imparted from the program.

EXECUTIVE SUMMARY
Videocon is a well known company. It is a Indian company which always focused on
maintaining the highest international standards of excellence through quality, technology and
innovation. For over a decade now, Videocon has been bringing the latest and very best in
Consumer Electronics and Home Appliances. Successfully adapting the best of international
technology to suit Indian needs, and crafting it to improve the quality of life as million of
satisfied customers will agree. This tells the success story of Videocon. Sustainability is at the
center of Videocons strategy. Being a great company Videocon always tried to improve people
lives through its products but many a times due to changing environment or customers mind the
product doesnt goes so well as expected.
The main objective of the research is to find out that what the condition of Videocons service in
the market and know that how consumers and dealers are satisfied with the services which are
provided to them.
And other objective is to analyze current scenario of the market in consumer durable
sector. And analyze that who is the main competitors of Videocon and what is the current
position of Videocon Air Condition in the market.
For these objectives I have conducted a survey of dealers in Jaipur city. I have taken Sample size
of 50 dealers.

Table of Contents
6

S.No. PARTICULAR
Introduction to the Company
1
Introduction to Project Title
2
Project Profile
3
Title of the study
Objective of the study
Scope and Significance of the study
Research Methodology
Data and Data analysis
4
Conclusions and Suggestions
5
Annexure
6
Bibliography
7

PAGE NO.
7-24
25
26

30-44
45-46
47-48
49

Introduction to the company

Videocon is the very popular and very reliable company in consumer durable sector. It was
established in 1987 by late Mr. Nandlal madhavlal dhoot. In those time it entered in the market
with color and B/W Televisions and Washing Machines. The year 1989-1990 saw the advent of
Home Entertainment Systems, Electric Motors and AC. Refrigerators and Coolers by Videocon
came in the year 1991. In 1995 Videocon entered into the manufacturing of Glass Shells for CRT
and in 1996 came with Kitchen Appliances and Crude Oil. In 1998 Videocon ventured into
Compressors and Compressor Motors. It took over Philips Color TV plant in 2000 and 3 plants
of Electrolux India in 2005. In the same year Videocon acquired Thompson CPT. We can get
compete information by going through company's profile.

COMPANY HISTORY
7

It is an ISO 9002 certified for quality.

Group Profile

Values & Philosophy

9

Shri Nandlal Madhavlal Dhoot, the founder of the Videocon Group, completed his education in
Ahmednagar and Pune. He was a successful sugarcane and cotton cultivator. As a next logical
step to vertical integration, he boldly took upon an entrepreneurial venture by importing
machinery from Europe to set up the Gangapur Sakhar Karkhana (Sugar Mill) in 1955. Those
were the times when the village did not even have electricity. Thus was unleashed an Industrial
Revolution.
The die was cast. Over the years, Nandlalji's path-breaking attitude found expression in a myriad
ways, earning him the well-deserved reputation of the pioneer of industrial activity in
Marathwada India.
In early 80's Nandlalji initiated his three sons - Venugopal, Rajkumar and Pradeep into business.
Through a technical tie up with Toshiba Corporation of Japan, he launched India's first worldclass color Television: Videocon. Today, Videocon is household name across the nation- India's
No. 1 brand of Consumer Electronics & Home Appliances, trusted by over 50 million people to
improve their quality of life.

Vision & Mission

Videocons mission: a reflection of continuity and change
10

Videocons mission expression has been crafted to envelope both extant and emerging
realities:
To delight and deliver beyond expectation through ingenious strategy, intrepid entrepreneurship,
improved technology, innovative products, insightful marketing and inspired thinking about the
future.
A breakdown of the statement above reveals a means and end approach, where the end is
articulated at the beginning with the means linked to it.
To delight and deliver beyond expectation: the end
This segment not only underlines the importance of the ultimate goal - customer satisfaction
(delight) and ultimate target - the customer, but also of intermediate processes and principals,
which have contributed to building a robust, dependable Videocon value chain (deliver). As a
result of its focus on developing loyal customers and reliable associates, Videocon is able to
exceed expectations.
through ingenious strategy: the means
In the cutthroat world of today, it is only by taking recourse to advance planning and strategy that
a business can hope to survive. Although textbook strategy has its uses, reproducing it in
verbatim for the real world would be foolish because of the absence of textbook conditions.
Thus, there is a need for a bounded rationality, a spontaneity and improvisation that is flexible
enough for scenarios both imaginable and unimaginable. Videocons ingenious manoeuvres are
actually flexi-strategy that abstracts from shifting ground conditions and decides game-plans, or
sometimes changes the rules of the game.

intrepid entrepreneurship: the means

An enterprise with the odds stacked against it makes great business sense. This is because higher
the obstacles, lower the number of players likely to be active in that field - thus, fetching
11

extraordinary returns. The only requirement is a bold and confident attitude willing to brave the
odds. Videocons foray into oil and gas is a bold and intrepid endeavour that arises from
immense faith on the surefooted competence of the companys in-house managerial talent.
improved technology: the means
Technology is no more a premium input; it has become the bare minimum in recent years. Rapid
advances have only fuelled this phenomenon. Videocon is extremely vigilant in shunting out
dated technology and replacing it with the best-in-class offers of the times.
innovative products: the means
Product development, innovation and customisation are the tools Videocon uses to stay ahead of
the competition. This is because a continuous stream of innovative products excites the market
and enhances brand recall. A strategy that Videocon banks on a lot, especially on the domestic
front.
insightful marketing: the means
The market share battle scene has long shifted from technology and processes to the psyche of
the customer. This means that those with deeper insights into the elusive mind of the buyer are
likely to dominate. Videocon is reinforcing marketing strengths to read better the pulse of the
market and help create products that map perfectly into customer preferences.
inspired thinking about the future.: the means
The future is unpredictable, but not doing anything about it is fraught with grave risk. Videocon
extrapolates future trends on the basis of current changes in technology and preferences as well
as sheer gut feel. Fine-tuned business instincts are worth their weight in gold, lots of it. The
company has perfected its practice almost into an art form with some calculated gambles like oil
and gas proving to be absolute money-spinners.

12

Name

Venugopal Nandlal Dhoot

Address - Office

Videocon
Industries
Ltd.
Fort
House,
2nd
Floor
221,
Dr.
D.
N.
Road
Mumbai
400
001
Tel:
091-22-66113500
Fax:
091-22-66551985
vnd@videoconmail.com

Marital status

Married to Rama, having one

son & one daughter

Date of birth

30.09.1951

Qualifications

B.E.
(Electricals),
FIE.
Schooling
at Firodiya High
School,
Ahmednagar
College Pune Engineering
College, Pune

Hobbies/Interest

Flute recital &

Bhagwad-Gita

discourse

on

Present Position

Chairman & Managing Director

Videocon Group

President

The Associated Chambers of

Commerce and Industry of India
(ASSOCHAM)

Other Achievements
a)
President

Electronic
Industries
Association
of
Marathwada
b)
Member
of
Advisory
Committee of "Poona University
Information
Employment
&
Guidance.
c) Adviser to Govt. of Orissa for
Industrial
Development
of
Orissa
13
d)
Younger
brother
Shri
Rajkumar Dhoot Member of
Parliament

CEO Profile
Personal Profile

Board Of Directors

Mr. Venugopal N Dhoot

Mr. Pradeepkumar N Dhoot

Mr. K C Srivastava

Mr. Kuldeep Kumar Drabu

Mr. Satyapal Talwar

Mr. S Padmanabhan

Maj. Gen. S C N Jatar

Mr. Arun L Bongirwar

Mr. Didier Trutt (Nominee - Thomson S.A)

Mr. Johan G Fant (Nominee - AB Electrolux (Publ) )

Mr. B Ravindranath (Nominee - IDBI Limited)

Mr. Ajay Saraf (Nominee - ICICI Bank Limited)

14

R&D
The company gives utmost importance to the R & D activities, which are carried out, at in-house
R & D center. The company carries on new innovations in product development, cost reduction,
quality improvement, process implementations, process controls.
1) Specific areas in which R & D is carried out by the company
During the year, the company has carried out Research and Development in the following areas.

Home theaters - High-end models and HTIB Models.

Larger Screen Television i.e. 32 inch and 38inch.

True Flat Televisions

Plasma Televisions

Cosmetic design and new out look to the TVs

Manufacturing of components for CTV, Refrigerators and Air conditioners.

Efforts to reduce power consumption of all its final products.

2) Benefits derived as a result of the above R& D.

The company has derived the following benefits as a result of the Research and Development:
15

Development of new design in product and launch of various new models.

Able to compete with the foreign players in the Indian Markets by cost reductions and
offering innovation features and to maintain market leadership in Television under
Videocon umbrella.

Increase in Productivity.

Reduction in power consumption of some of the products.

3) Future Plans of action

In the coming days company is aiming to achieve development in the following areas through
Research & Development:

Manufacturing of components for consumer Electronics Products.

Multimedia TV.

Plasma Televisions.

Launching of New Brands & Sub-brands under Videocon umbrella.

Composite Home Entertainment system with internet adaptability.

To work on better features, better quality & improved reliability with reduced/low prices.

Your company always attempts to use the latest and advanced technology in production process.
Keeping pace with the technological developments, the company keeps on adding sophisticated
equipments with focus on automation to minimize manual intervention in the manufacturing
process thereby ensuring quality of the final products.

16

Future Plans
To strengthen and maintain & its leadership status, the Videocon group has clearly charted out its
course for the future. Aggressive development is in full swing at the R & D Centres to bring out
state-of-the-art technologies including True Flat, Slim, Extra Slim, Plasma & LCDs, at the
earliest.
Cost rationalization processes - are in various stages - including rationalizing factories in Europe,
increasing automation and improvement of efficiency in China, accessing flass shells from India
for international CPT facilities and a lot more - are in various stages of implementation.
Internationally all existing client relationships are being strengthened. The cost competitiveness
and increase in capacity in Mexico and Polland has opened up big opportunities in the OEM
business.

17

Last but not the least, in the domestic market consolidation with multiple brands paves the way
for an unassailable lead in the market.
In the Oil & Gas business, having all the basic operator capabilities of a prospecting entity, the
group is looking to add more explorations and production depth as also oil bearing assets. The
group will also get into gas distribution in India siginificantly.

At present Videocon deals in four sectors:

Consumer Durables
Thompson CPT (Color Picture Tube)
CRT Glass
Oil and Gas

18

Consumer Durables
Consumer Durables by Videocon have a very eminent position in Indian market and has the
largest sale and service market in India. They have an in-house manufacturing units in India. In
Consumer Durables VIDEOCON has major part in Indian market. Today, Videocon is household
name across the nation- India's No. 1 brand of Consumer Electronics & Home Appliances,
trusted by over 50 million people to improve their quality of life. It is manufacturing goods with
price range and brands. There are number of products manufactured by Videocon which as
follows:-

Color television:-

19

LCD:-

Plasma:-

DVD player:-

20

Multi-media Speakers:-

Refrigerator:-

21

Washing Machine:-

Microwave Ovens:-

22

Air conditioner:-

Various brands which are takeover by Videocon

23

Sansui Sansui is very famous in color TVs and DVD player etc. it has very good share in
urban and rural market.

Electrolux Electrolux is also well known brand in refrigerators.

Akai akai has a very huge market share in rural market. Because its price is very low and
quality is very good.

Kelvinator kelvinator is also very popular in home appliances and other equipments.
Kenstar Kenstar is one of the major brands in coolers and it is very good image in market.

Achievements of Videocon
24

Mr. P.N.Dhoot, President of Videocon Group, awarded "MAN OF ELECTRONICS" 2005.

CNBC AWAAZ has awarded Videocon as India's most preferred Washing Machine Brand
Videocon takes over Electrolux India.
Videocon group, through offshore entity, has acquired the French conglomerate, Thomson's
worldwide Color TV Picture Tube manufacturing units.
Chairman of Videocon group, Mr. Venugopal Dhoot honored with the Marathwada Bhushan
Videocon emerged once again as India's most Trusted Consumer Electronics & Home
Appliances Brand
India's First Rust Free Washing Machine launched by Videocon.

25

Introduction to the project

Project Title
Comparison of Videocon Air Conditioners With other Competitive Companies

Area of study
In the period of two month of my summer training my project guide research topic
Comparison of Videocon Air Conditioners With other Competitive Companies.The area I
covered was Jaipur city, which included 50 Dealers selling Air Conditioners.

Objective of study
Study of dealer Awareness about Air Conditioners.
Study of dealer Perception about the Air Conditioners.
Identify the level of dealer satisfaction about Air Conditioners price and quality
Market effectiveness of Videocon Air Conditioners as compare to competitors.
Effect of Advertising and Sales Promotion Schemes and incentive on
Consumer and Dealers.
To study the position and potential of the product in Jaipur.

Objective of research
26

The main objective of the research is to find out that what the condition of Videocons service in
the market and know that how consumers and dealers are satisfied with the services which are
provided to them, and we can also say that find out the customer satisfaction level.
And other objective is to analyze current scenario of the market in consumer durable
sector. And analyze that who is the main competitors of Videocon Air Condition and what is the
current position of Videocon Air Condition in the market.

SIGNIFICANCE OF RESEARCH
All progress is born of inquiry. Doubt is often better than the over confidence, for it Lead to
inquiry & inquiry to invention. This is a famous Hudson in context of which The significance of
research can well be understood.
1. Research includes scientific & inductive thinking & it promotes the development of the logical
basis of thinking organization.
2. The role of research in several fields of applied economics, whether related to business to the
economy as whole, has greatly increased in Modern times.
3. Research provides the basis for nearly all the government policies in our country.
4. Research has it special significance in solving various operations & planning problems of
business & industries.
5. Research is equally importance for social scientists in studying social relationship & In
seeking answers to various social problem.

DATA ANALYSIS METHOD

27

(PROJECT RESEARCH TYPE)

The project research type is DESCRIPTIVE RESEARCH TYPE in which I know what I have to
measure & also the adequate method for measuring it along clear-cut definition of population I
wanted to study.
Since the aim was to obtain complete & accurate information in the said studies, the procedure to
be used was also planned.
Following are the steps to be followed while carrying out diagnostic research studies
1.Formulating the objective of the study (what the study is about & why is it being made)
2.Designing the methods of data collection
3.Selecting the sample
4.Collection the sample
5. Processing & analyzing the data
6. Reporting the finding

DATA SOURCES
Primary data
Primary data is the information collected for research purpose at hand.
Primary data was collected through an interview with the help of a structured
Questionnaire, which contained queries that were relevant to the purpose of the
Study as well as pertinent; industry related questions. the present study
Questionnaire makes use of both open ended and close ended questions.
Secondary data
Secondary data is the information which already exists. Secondary data
28

Collected from journals, magazines, books etc.

The secondary data for this research was obtained from textbooks, brochures
And internet. Very little research specific data was available, hence much
Emphasis was given to primary data.

RESEARCH APPROCH
Survey method was adopted in order to collect the primary data required for the
Study.

RESEARCH INSTRUMENT
Questionnaire was designed with open-end close-end questions. The questionnaire was designed
in such a manner so as to cater to all the areas and aspects the study.

SAMPLING PLAN
1. SAMPLING PROCEDURE: RANDOM SAMPLING
2. SAMPLING SIZE: 50 RESPONDENT
3. GEOGRAPHICAL COVERAGE: JAIPUR.
4. DURATION OF THE SURVEY: 2 months

DATA ANALYSIS
Logical analysis of data is done through tables, frequencies and percentages have been worked
out and also some other stastical tools like correlation and regression is also done.
PLAN ANALYSIS

29

The data collected have been numbered and tabulated for the purpose of analysis. Percentage has
been calculated for all the tables and different charts have also been prepared and correlation and
regression is also calculated. On the basis of analysis, influences have been drawn. Summary of
findings have been recorded and suitable suggestion are given to improve the business at
Videocon industries limited.
LIMITATIONS OF THE STUDY
In spite of working under the banner of such a magnificent company and also under the guidance
of highly matured, capable, and understanding people certain constraints do played the role of
hindrance in the way of accomplishing the assigned task. I would definitely like to share those
aspects too
1. Non-cooperation shown by certain retailers and their ignoring attitude.
2. Each and every region is not easily accessible.
3. A limited time frame i.e. of just 8 weeks, due to which we were not able to reach those
destinations which we wish we would.
(4) Secondly, we cannot say that the data taken for our study is fully adequate to get the desired
or accurate result.
(5) It takes very long process for finalization the deal.

30

DATA ANALYSIS
Total sample size which I have taken, is 50 dealers in Jaipur. In which 29 dealers are dealing in
Videocon and rest 21 dealers are not dealing in Videocon.
Dealers & Non Dealers
Dealers

37

Non Dealers

13

Total

50

80.00%
70.00%
60.00%
50.00%
40.00%
30.00%
20.00%
10.00%
0.00%
Dealers

Non Dealers

Interpretation
Here we can see that 74% dealers are dealing in Videocon AC and remaining are
not.

31

1. Which brand of air condition is most selling in your shop?

LG
38 %

SAMSUN
G
10 %

VIDEOCON
22 %

VOLTA
S
27 %

40
35
30
25
20
15
10
5
0
LG

SAMSUNG

VIDEOCON

VOLTAS

Interpretation
In selling point of view here we see that in market LG lead With 38% and other
companies are less in according to LG.

32

2. Which company provides you better promotional scheme?

LG
22 %

SAMSU
NG
17 %

VIDEOCO
N
56 %

VOLT
AS
5%

60
50
40
30
20
10
0
LG

SAMSUNG

VIDEOCON

Interpretation
Videocon leads with its promotional facilities.

33

VOLTAS

3. What company provides you more for the advertisement of air condition?

PAMPHLETS HOARDINGS DANGLERS OTHERS

56 %

24 %

5%

15 %

60
50
40
30
20
10
0
PAMPHLETS

HOARDINGS

DANGLERS

OTHERS

Interpretation
Most commonly pamphlets are used followed by hoardings and Danglers.

34

4. Which type of air condition is mostly preferred by the customer?

SPLITAC
68 %

WINDOW-AC
18 %

TOWERAC
3%

CASSETTEAC
1%

80
70
68
60
50
40
30
20
18
10
0

SPLIT-AC

WINDOW-AC

3
TOWER-AC

1
CASSETTE-AC

Interpretation
Split AC is most widely used followed by Window AC, Tower AC and Cassette
AC.

35

5. In future if you will sell the air condition then which brand you will prefer?

LG
40 %

SAMSU
NG
10 %

VIDEOCO
N
29 %

VOLT
AS
21 %

45
40
35
30
25
20
15
10
5
0
LG

SAMSUNG

VIDEOCON

VOLTAS

Interpretation
Dealers have Chosen LG as a first choice followed by Videocon, Voltas and
Samsung.

36

6. Plz Rate.
S.NO.
1
2
3
4

FEATURES \ BRANDS
BRAND IMAGE
PRODUCT QUALITY
PRICE
PRODUCT RANGE

LG

SAMSUNG

VIDEOCON

VOLTAS

BRAND IMAGE
LG
21 %

SAMSUN
G
12 %

VIDEOCO
N
32 %

VOLTA
S
35 %

40
35
30
25
20
15
10
5
0
LG

SAMSUNG

VIDEOCON

VOLTAS

Interpretation
The above graph suggests that in market Voltas has best brand image, followed by
Videocon, LG and Samsung.
37

PRODUCT QUALITY
LG
35 %

SAMSUN
G
14 %

VIDEOCO
N
21 %

VOLTA
S
30 %

40
35
30
25
20
15
10
5
0
LG

SAMSUNG

VIDEOCON

VOLTAS

Interpretation
The above graph suggests that LG has best product Quality, followed by Voltas,
LG and Samsung.

38

PRICE

LG
31 %

SAMSU
NG
17 %

VIDEOC
ON
6%

VOLT
AS
46 %

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

SAMSUNG

VIDEOCON

VOLTAS

Interpretation
The above graph shows that Videocon has lowest price in the market, followed by
Samsung, LG and Voltas.

39

PRODUCT RANGE

LG
39 %

SAMSU
NG
21 %

VIDEOC
ON
12 %

VOLTA
S
28 %

45
40
35
30
25
20
15
10
5
0
LG

SAMSUNG

VIDEOCON

VOLTAS

Interpretation
The above graph shows that LG has maximum product range, followed by Voltas,
Samsung and Videocon.
40

7. Which brand of air condition is firstly preferred by the customers & why?

LG
26 %

SAMSU
NG
24 %

VIDEOC
ON
13 %

VOLTA
S
37 %

40
35
30
25
20
15
10
5
0
LG

SAMSUNG

VIDEOCON

VOLTAS

Interpretation
The above graph shows that Voltas is most preferred, followed by LG, Samsung
and Videocon.
41

8. Which distributer of air condition provides you better service?

LG
37 %

SAMSU
NG
26 %

VIDEOC
ON
13 %

VOLTA
S
24 %

40
35
30
25
20
15
10
5
0
LG

SAMSUNG

VIDEOCON

Interpretation
42

VOLTAS

The above graph shows that LG provides best service, followed by Samsung, Voltas and
Videocon.

9. Do you get quickly informed about the new schemes?

YES
95 %

NO
5%

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

NO

Interpretation
The above graph shows that maximum dealers are award for new schemes.

43

10. Customer schemes help in increase the sale of product?

YES
98 %

NO
2%

120
100
80
60
40
20
0
YES

NO

44

Interpretation
The above graph shows that maximum dealers dealers says that it help for increasing sales.

11. Any customer schemes currently run by different brands?

BRAND
1 VIDEOCON
2 VOLTAS
3 LG
4 SAMSUNG

SCHEMES
YES
NO
YES
NO

12. Level of satisfaction, if satisfied.

Highly Satisfied
1%

Satisfied
62 %

Delighted

Dissatisfied

Highly dissatisfied

5%

23 %

9%

45

70
60
50
40
30
20
10
0

Interpretation
The above graph shows that maximum dealers are satisfied with Videocon.

CONCLUSION
From above Literature review and findings we can say that Videocon needs to redesign its
marketing strategies and improve its after sales services in order to make a success in India.
However if Videocon improves the services, then there are quite good chances of a grand success
as Indian air conditioner market is growing very fast. So Videocon has two options:
1

Improve the marketing strategies i.e. advertising, promotions etc. This could certainly
help Videocon to penetrate the tough Indian market and to keep the market share entact.

Improve after sales service of the Air conditioner.

Finally we can conclude that the success (or Sales) of Videocon AC is dependent on after sales
service. Indian customers wont buy it just because of its brand name as quality is also needed
for the expected value of money and satisfaction.
46

In other words we can conclude that success of Videocon AC is more dependent on its product
quality and after sales service than its price.

Suggestions
After studying the various parameters of Videocon AC, we have found out that the sales of the
product is decreasing because of inferior after sales services.
We recommend the following:-

47

1) Improve after Sales Service It has been found out that

customers find the after sales

services of other ACs better than their Videocon brand. So, improvement in after sales service
can help in increasing sales.
2) Improve the marketing strategies i.e. advertising, promotion etc. This will surely help
Videocon to penetrate the tough Indian market and to keep the market share intact.
3) Attractive schemes must be launched by company in order to attract lower middle class.
4) Increase the number of Engineers in after sales Service department.
5) More promotional campaigns must be started.
6) Number of call centre should be increased.

Annexure
48

1. Which brand of air condition is most selling in your shop?

(a) LG

(b) SAMSUNG

(c) VIDEOCON

(d) VOLTAS

2. Which company provides you better promotional scheme?

(a) SAMSUNG

(b) LG

(c) VIDEOCON
)
(d) VOLTAS

3. What company provides you more for the advertisement of air condition?
(a) PAMPHLETS

(b) HOARDINGS

(c) DANGLERS (

(d) IF OTHER PLEASE SPECIFY: -------------------------------------------------------4. Which type of air condition is mostly preferred by the customer?
(a) SPLIT-AC

(b) WINDOW-AC

(c) TOWER-AC

(d) CASSETTE-AC

5. In future if you will sell the air condition then which brand you will prefer?
(a) LG

(b) SAMSUNG

(c) VIDEOCON

(d) VOLTAS

6. Plz Rate.
S.NO. FEATURES \ BRANDS
1 BRAND IMAGE
2

PRODUCT QUALITY

PRICE

PRODUCT RANGE

LG

SAMSUNG

VIDEOCON

7. Which brand of air condition is firstly preferred by the customers & why?

49

VOLTAS

(a) LG
(c) VIDEOCON

)
(

(b) SAMSUNG

(d) VOLTAS

Plz Specify.

8. Which distributer of air condition provides you better service?

(a) LG

(b) SAMSUNG

(c) VIDEOCON

(d) VOLTAS

9. Do you get quickly informed about the new schemes?

(a) YES

(b) NO

10. Customer schemes help in increase the sale of product?

(b) YES

(b) NO

11. Any customer schemes currently run by different brands?

BRAND
1 VIDEOCON
2 VOLTAS
3 LG
4 SAMSUNG

SCHEMES

12. Level of satisfaction, if satisfied.

a. Highly Satisfied
(
c. Delighted

e. Highly dissatisfied (

b. Satisfied
(

(
)
d. Dissatisfied

PERSONAL DETAILS:
NAME.
ADDRESS...
PHONE NO

50

BIBLIOGRAPHY
1) www.videoconworld.com
2) www.google.co.in
3) C.R. Kothari, Research Methodology
4) Philip Kotler, Marketing Management

51