A PROJECT REPORT ON

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

SUBMITTED TO

In the partial fulfillment of the Degree requirement towards the MASTER OF BUSINESS ADMINISTRATION (MBA)
SESSION (2008-2010) Submitted By: VARUN BAWA MBA-(4TH sem) Roll No. 81407317174 Faculty Guide: Lect. PARUL KAURA CTIMIT Jalandhar

CT INSTITUTE OF MANAGEMENT AND IT

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TABLE OF CONTENTS Acknowledgement………………………………………………………………………… 4 1. Abstract ……………………………………………………….................. ………5 2. Introduction ………………………………………………………………………..6 a. Overview of the Consumer durable sector………………………………..7-8 b. Company profile……………………………………………………………..9-10 c. Laying the foundation to become a world class company……………11-12 d. Comparative analysis ……………………………………………… ……13-15 e. Consumer perception………………………………………………………..16 4. Objective of Research…………………………………………………………….17-18 a. Research Methodology…………………………………………………..........19 b. Sources of data collection………………………………………………………20 5. Analysis of Dealers Questionnaire on CTV…………………………………….21-27 6. Analysis of Dealers Questionnaire on AC………………………………………28-33 7. Findings from the Consumer Questionnaire……………………………………34-41 8. Analysis of sales Data of Samsung……………………………………………..42-46 9. Findings of the Report………………………………………………….............47-48 10. References ………………………………………………………………………50

11. Questionnaire…………………………………………………………………….51-62 12. Conclusion………………………………………………………………………….63

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ACKNOWLEDGEMENT

“Appreciation can make a day, even change a life. Your willingness to put it into words is all that is necessary”. I would take this opportunity to express my sincere accolade to my faculty guide, Ms. Parul kaura, for facilitating me at various phases of the project. Despite his demanding schedule, he bestowed every possible support to me, so as to carry on the project work without any hindrance. I thank all the dealers, retailers & consumers for sharing valuable information with me, which was very helpful for this project. Last but not the least; I thank my parents and teachers for bringing me up in a successful environment and teaching me all the basic etiquettes and ethics required for my growth in an organization.

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ABSTRACT “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 my task, aim, and motive of enhancing my knowledge and to know more about the consumer durable industry. Consumer durables have become inseparable in this era of modernization and thus influence even the common men’s life. This is one of the fastest growing industry 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 colour 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. CTV & Air conditioner for (Samsung India Electronics private limited), I am focusing on Comparative Market and consumer behavior study of consumer durables of Samsung vis-à-vis its competitors i.e. Sony, LG, Videocon, Haier, Bluestar. In CTV & 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 has be targeted with a set of questionnaire for the desired information. Till date around 200 dealers And Retailers were approached in the Amritsar, Batala,. The information was obtained through questionnaire as well as by the interview method. The copy of questionnaire is being attached with this report. The method of personnel interview was also adopted for those who were unwilling to give any information in writing.

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INTRODUCTION A comparative marketing study of Samsung Electronics vis-à-vis competitor’s (L.G, Haier, Videocon, Bluestar, Sony ) in the area of AMRITSAR, BATALA and Surroundings…………… “All progress is born of inquiry. Doubt is often better than overconfidence, for it leads to inquiry and inquiry leads to investigation” Research inculcates scientific and inductive thinking and it promotes the development of logical habits of thinking and organization. Research is a common parlance refers to a search of knowledge. The advanced learner’s Dictionary of current English lays down the meaning of research as a careful investigation or inquiry especially through search for new facts in any branch of Knowledge What is comparative Marketing study? In comparative marketing research we take our competitor’s products and make comparison through consumer with our own products. Why Comparative Marketing study? Comparative marketing study/research comprise one of the most important and fascinating task of marketing. It provides information for marketing decision making, any problem that are identified and investigated further by using problem solving techniques with the objective of arriving at solution. The most important innovation in the new approach is to study simultaneously different organizational forms of business interest representation. The aim of the study is to point out the best (in this respect) among the alternatives that are being studied. The final aim perhaps is not only to find the best, but also to improve it or similar objects later on.

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Overview of the Consumer Durable Market The consumer durable market in India has seen a proliferation of brands and product categories in recent years. Most major international brands from Japan, Korea, US, Europe and China have been launched in India with varying degrees of success. One of the largest barriers to entry for any brand in India is the distribution network. The cost of servicing the network is huge for any brand. The consumer is aware of the costbenefit, or value for Money aspect. Financing options are crucial in case of high-priced products. They increase the affordability for a Wider segment of population. Like in any country, the consumer durable industry in India is largely dominated by colour televisions (CTV), which account for 56% of the consumer durables industry.

Consumer Durable Market Pie In Financial year

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Growth of Consumer Durable Market

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Company Profile
Founded in 1938, Samsung Corporation is one of Korea’s most enduring and respected corporations, having stood behind the advancement of the national economy for more than three quarters of a century. At the origin of Samsung Group, Samsung Corporation was the trading arm of the group, epitomizing its vibrancy and dynamism in the area of global trade. Its designation in 1975 as Korea’s first-ever General Trading Company marked a new chapter for its overseas operation, which since then grew into a scope truly worthy of a global trader. Samsung Corporation’s entrepreneurship and achievement on the world scene have been a major inspiration for Korea’s trading community.

In a continuing bid to expand its business area beyond the confines of international trade, in 1996, Samsung Corporation merged with Samsung Construction, and in 1997, launched into the retail business. Currently, Samsung Corporation is engaged in two major business areas: trading, construction. The organization consists of two business groups, with the retail business headquarter under the trading group, and with the housing development headquarter under the construction group. The Trading Group, currently operating from its 71 overseas offices, exports semiconductors, machinery, plants, iron & steel, chemical products and textile; and imports energy, chemical products and machinery & equipment. In addition to trading, the Group carries out a variety of other projects including overseas investment, project organizing services and energy & natural resource development projects.

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The Construction Group, a provider of construction and engineering services, is also a plant builder and housing developer. To date, the group has to its credit Malaysia’s Petronas building, the world’s highest edifice, 452m high, boasting 92 stories aboveground; New Busan Port; Incheon Int’l Airport; Ulchin Nuclear Power Plant; and Raemian and Trapalace, the apartment complexes. From energy resources to housing, each of these projects is a powerful testimony to the group’s technological excellence. Last year, the group entered into a contract to build the world’s highest building, Burj Dubai. Notably, Raemian, one of Samsung’s signature apartment complexes is a remarkable triumph, hailed as new standard-setting luxury housing. The success of Raemian, topping the National Customer Satisfaction Index (NCSI) in the apartment category for eight consecutive years, has driven up our overall market share in housing development to the top of the scale as well. The Retail Business is buoyant and thriving with Samsung Plaza Bundang , a multi-feature shopping center, and Samsung Internet Shopping Mall, familiarly referred to as “Samsung Mall” as its two main platforms.

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Laying the foundation to become a World Class Company

Year 2009
Jan Developed the first-ever speech recognition phone Developed innovative 8-chip stacking MCP technology Posted more than $10 billion in net profit Became the world’s top three companies with the most patents, launched patentbased management Feb Released digital slim TV with the narrowest body depth Released the first notebook PC with embedded terrestrial DMB receiver Samsung Blueblack phone, SGH-D500, was selected as "The Best Handset" at 3GSM global conference in cannes, France First commercialization of terrestrial DMB phone in Korea Developed DDR3 DRAM Developed the first wrinkle-free steam washer Mar Developed the first HSDPA terminal for commercialization and ultra-high speed HSDPA system Cash payment to more than 15,000 SMEs Developed 82" TFT-LCD Developed 7 megapixel camera phone Apr Became the official sponsor of Chelsea, the renowned English soccer club

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May

Developed the world’s first OLED for 40" TV Completed and announced standard dimension for 8 th and 9th generation LCD Panels Released the first HD class PDP TV with 10000:1 contrast ratio Began mass production of 70 nano processed 4 GB NAND flash memory

June

Accumulated production volume of large LCDs surpassed 100 million units Began upgrading digital audio business to the world’s top level Launched a new brand campaign with the theme of "Imagine" Released the first 5 megapixel, 3x optical zoom camera phone Began mass production of 90 nano processed 1 GB DDR2 DRAM

July Aug Sep

Released the world's first 7 mega pixel camera phone Released the world's biggest DLP TV Developed the world's first 50nm 16Gb NAND Flash Released the world's first Blue-Ray Home AV Center

Oct

Blue-black phoneⅡ(SGH-600) selected as the "Mobile Choice's Phone of the Year" Developed the world's first 70nm DRAM Developed the world's fastest speed graphic DRAM(GDDR4)

Nov Dec

Developed the largest Flexible LCD Panel Received "25 iF Design (Germany) awards" Handset shipments reached over 100 million

Comparative Analysis
A comparative Analysis of Samsung Electronics vis-à-vis competitor’s (LG, Haier, Videocon, Sony, Bluestar) in Amritsar, Batala & Surroundings 11

What is comparative Analysis? In comparative Analysis we take our competitor’s products and make comparison through consumer with our own products. Why Comparative Analysis? Comparative Analysis comprises one of the most important tasks of marketing. It provides information for marketing decisions. Problems are identified and investigated further by using problem solving techniques with the objective of arriving at solution. The most important innovation in the new approach is to study simultaneously different organizational forms of business interest representation. The aim of the study is to point out the best among the Variables that are being studied. The study will also include the survey which will be targeting about 100 dealers in the area of Amritsar, Batala & Surroundings. The main emphasis in the survey will be given on the sales of Samsung in comparison to its competitors in CTV & AC segment, the consumer perception about the brand will also be taken into consideration while conducting this survey. The analysis of the buying behavior in respect to AC& CTV will be another important component of my study. Buying behavior of the consumer is a study of how individuals make decisions to spend their available resources (time, money & effort) on consumption related items (what they buy, why they buy, where they buy, how often they buy and use a product or service). The heterogeneity among people across the world makes understanding consumer buying behavior an intricate and challenging task. The consumers’ identity, his beliefs, specific needs, attitudes and the kind of product and brand available in that product category influence his buying behavior. The marketing efforts of a firm have a profound impact on the buying decisions of customers. Therefore the attempt of my survey will be to obtain an in- depth knowledge of the customers buying behavior. The effect of external variables on purchasing pattern of customer will also be considered here the external variables refer to all those factors which will be affecting the consumer purchasing decisions, these can be price of the goods and on its attitude to respond to functional needs. The critical variable under this approach is the availability of adequate information about purchase alternatives (price, product functionalities) to support the decisional process. • The external conditioning approach, according to which the purchase decision is a response to external stimuli. The critical variable under this approach is which kind of external stimuli can influence purchase decision. 12

The experience and the social interaction - based approach, according to which the present consumer decision aims at the construction of personal identity.

Another component of my study will be the analysis of the brand (Samsung) on four P’s i.e. • • • • Product Pricing Promotion Placement. These are the four factors which help an organization to understand the market and help in taking future decisions relating to the launch & the strengthening of the market for the brand. Benefit to company: 1. Display Share Tracking: information I. It will be used to revealed potential demand of each product. II. With the help of display tracking we will find out the highest selling product and lowest selling product in the market. III. It will help in taking decision during the line expansion and line pruning. 2. Consumer perception: This is done with the aim of capturing the true words and emotions of consumer, and in turn using this information to improve or developed products or to determine people attitude toward the products. I. It will help company to get feedback from consumer. II. It will prevent the undervaluation of competitor and we can find the strength and Weakness of our product. III. This will help us to stay ahead in competition IV. It will encourage value creating investment. V. It will help in maximizing the consistency of value creation VI. Measuring performance VII. It will help us for market share analysis. So I can say this study is more suitable for Samsung to compete and survive in lobal market. 13 Display share tracking will help us to find out these

Consumer perception
As it is well known proverb of marketing that “Consumer is the king” it is mandatory for any researcher to know the opinion of the consumer regarding the products on which he is going to conduct the study. This research work will include a consumer questionnaire on the consumer goods which has been taken as the part of the study the questionnaire mainly aims at .

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• • • • • •

Awareness of the consumer about the brand His decisions whether dependent or independent Purchase pattern Brand loyalty level Current consumer durables in home What is the impression of consumer about Samsung

This questionnaire will mainly help out in reaching at the actual consumer perception of the consumers about the brand. This is done with the aim of capturing the true words and emotions of consumer, and in turn using this information to improve or developed products or to determine people attitude toward the products. 2.1 It will help company to get feedback from consumer. 2.2 It will prevent the undervaluation of competitor and we can find the strength and Weakness of our products 2.3 This will help us to stay ahead in competition. 2.4 It will encourage value creating investment. 2.5 It will help in maximizing the consistency of value creation. 2.6. Measuring performance 2.7 It will help us for market share analysis.

So I can interpret, this study is more suitable for Samsung to compete and survive in global market.

OBJECTIVES
The major objective of the study is to analyze the position of Samsung Vis-à-Vis its competitors and to identify weak areas and provide recommendations for the sales. The consumer durable market has grown considerably in last few years in India. With the growth,

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the level of competition has grown as well. Literally every day companies come up with new attractive offers to grab the better share of the market. The challenge is not only to get the new customer but also to continue with the existing customers. The objective of doing the project is to: -Identify the Dealer and Consumer perception about the Samsung products with respect to its competitors in CTV & AC segment. - To suggest some differentiating strategies to stay ahead in competition in CTV& AC segment. - To identify the factor affecting the four Ps i.e. • • • • Example: What are the parameters on which consumer makes his purchase decision? Parameters O O O O O O Price Packaging Product Features Brand Name Product Quality Product Design Rank ………. ………. ……….. ………. ………. ………. Product Pricing Promotion Placement.

SCOPE OF STUDY: 16

1.

Impact of consumer durables (being taken in to the study) on the consumers, retailers, dealers.

2.

Comparison of Samsung with other competitors.

METHODS OF COLLECTING DATA AND THEIR SOURCES: Secondary Data: The secondary data for the project is collected from websites. The other data was collected from the offer document and informal discussion with company members. References are also taken from search engines. Primary Data The primary data is collected by interviewing the concerned persons. Dealers Questionnaire, Consumer Questionnaire is prepared to collect the data and this data will be analyzed for studying the position of Samsung in comparison to that of its competitors i.e. Sony .L.G. Haier, Videocon, Bluestar,

Research Methodology
“Research is the systematic design, collection, analysis and reporting of data and findings relevant to a specific situation or problem”. The objective of this section is to describe the research procedure and methods that have been adopted for the achievement of the project objectives. 17

a. Research Design: Exploratory research study A research design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure. My research is comparative in nature.

b. Method of Data collection: In order to study the consumer perception regarding the uses of Samsung Products with respect to other companies in Amritsar, Batala & Surroundings both primary and secondary data will be collected.  The study proposed to collect Primary data through questionnaire using survey method. So as to give a precise, accurate, realistic and relevant data.  The secondary data as it has always been important for the completion of any report provides a reliable, suitable, equate and specific knowledge. The data will collect from various magazines, fact sheets newspapers and websites published by the company. c. Sampling Technique: The study proposed to use convenience sampling. d. Sample Area: In order to make a comparative analysis study the consumer perception as well as dealer & retailers perception of Samsung products with respect to its competitor, the data for the study has been collected through a survey of Dealers/Retailers of Amritsar, Batala & Surroundings and surroundings.

Sources of Data
The nature of the data that has been used in the project under study is both primary and secondary in nature. Primary data

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Questionnaire, personal meetings, interview method with the concerned persons will be used to collect the primary data. Secondary data Offer documents, fact sheets, news papers, magazines published from time to time and Internet, Company sources.

ANALYSIS OF THE DEALERS QUESTIONNAIRE FOR (CTV)
For this purpose I conducted a survey with the sample size of 100. This sample includes the dealers and the retailers in the area of Amritsar, Batala and surroundings. The questionnaire 19

having 16 questions was prepared to obtain the desired information and the method of personnel interview was also adopted for those dealers who were not interested in filling the questionnaire and the data got is then analyzed and following are the results for the same. The starting of my questionnaire with the question 1.Which of the following brands of CTV, you are dealing in? This question mainly gives the idea that how many dealers and the retailers are dealing in single and multiple brands Fig 1.0 shows that out of 100 dealers and retailers who were part of survey in Amritsar, Batala & Surroundings and surroundings where 38 were dealing in the single brand only and the others were dealing in multiple brands.
Dealers Ratio

Single brand 38%
singleBrand multiple Brand

Multiple brand 62%

Fig 1.0

2. How many models do you display for each brand? Mainly the 15, 21, 29, LCD & PLASMA were considered for the brands Samsung, Sony, LG, Haier, Videocon and the major dealers and the retailers were interested in keeping the brand most sold. The fig 1.2 shows that out of the total survey the proportion.

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Average Proportion of Display at each Store 7% 20% 54% 5% 14%
15 Inch 21Inch 29 Inch LCD PLASMA

Fig 1.1 This question also bought up an idea that lower end markets have more proportion of 15, 21 inch display as compared to that of high end market.

3. Which are the two highest selling models of each company in CTV & their prices? The models that were sold more in comparison to others for the same brand in the CTV segment are as follows.

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The highest selling Models Samsung LG Haier Videocon Sony 21inch Plano- z30 , Z43 21inch Flatron -21FD 2RG- TX, 21FC8RG-AX 21inch Platron- 21F2A, 21F9D 21inch Challenger21inch KVHM213 M80, KVFA 21M 83

4.To what extents, following brands of CTV are preferred by customers? This question was mainly asked to have an overview of how the customer responds to a particular brand and the results are shown in the fig 1.2

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Customer brand prefrence in 21 inch
40% 35% 30% 25% 20% 15% 10% 5% 0% Samsung Sony LG Videocon Haier

Fig 1.2 Average demand for the brand has been also estimated with the findings of the same question.

Customer Prefrence for Brand

12% 22%

8%

26% 32%

Samsung Sony LG Videocon Haier

Fig 1.3

5.What is the price band for which the customer looks for while making purchase decision?

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With this question the major objective of my survey was accomplished it reveals what the consumer need in the particular segment as shown in the table below.

Segment 15 inch 21inch 29inch LCD PLASMA

Brand Videocon Samsung/LG Sony/Samsung Samsung Samsung/LG

Price range 5000 9000 15000 40000 55000

6. what is the expected percentage of customers who are willing to pay Premium? The majority of the perception of the customers are as follows:

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70 60 50 40 30 20 10 0 68 32 Yes N o

7. What is the expected percentage of customers who are willing to pay?

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With the survey and then the analysis of the data concludes that in the high end markets the ratio of premium an low end customers was 60: 40 as shown in Fig1.4

Proportion of customerss in high end markets low-end Customer 40%

Premium Customer 60%

Fig 1.4 While in the lower end markets like AJNALA, MANAWALA, KATHUNANGAL, JANTIPUR the proportion of Premium and low end customer is of the ratio 20:80. As shown in the fig 1.5.

Proportion of customers in Low-end markets Premium Customers 20%

Low-end Customers 80%

Fig 1.5 8. what is the annual estimated sales of CTV?

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After taking out the average of the low-end and premium markets the results obtained are that the average annual sales of the premium end market that comprises of 43 dealers and retailers was as under Brand Name Samsung Sony L.G Videocon Haier Annual average estimated sales 6192 pieces p.a 5676pieces p.a 6708pieces p.a 2580pieces p.a 1032pices p.a

7000 6000 5000 4000 3000 2000 1000 0 Samsung LG haier

9.

At which visit, customer generally finalize his/her decision for buying a CTV?

This mainly gives an overview of how customers make their purchase decision when they enter in to show room. The results of this analysis are shown in the fig 1.6 27

90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 1

Customer Decision Index

Visit to Show room

2

3

Any other

Fig 1.6

10.

Does customer come with prior knowledge/information about particulars brands of CTV?

The majority of the perception of the customers are as follows:

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70 60 50 40 30 20 10 0 68 32 Yes N o

11.

When customers mostly visit showroom for buying CTV? mainly help in predicting that which offer attracts the customer the most and the results obtained after the analysis work are shown in the fig 1.8 29

70% 60% 50% 40% 30% 20% 10% 0% Discount offer

Customer Visit Index

exchange offer

new features

Any other

Fig 1.8

Q12. What is the most acceptable size in CTV now days? The question mainly emphasized on bringing out the most acceptable size of CTV in each segment and thus the results obtained are shown as under.

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Segment CTV LCD PLASMA

Size 21 31 42

Q13. Below are different modes of promotion. Please rank following modes from 1 to 7, on the basis of their influence on customer. (Rank1=high, Rank 7 = low)

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The major modes of promotion that influenced the customers was audio visual mode that comprises of 59% print media occupying 24% and other modes influenced them 17% this is shown in fig 1.9
Influencial modes of promotion Other Media 17%

Audio visual 59%

Print media 24%

Fig 1.9 The other two questionnaires were generally ignored by the retailers as they tried to be loyal to the brands in which they were dealing.

ANALYSIS OF THE DEALERS QUESTIONNAIRE FOR (AC)

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For this purpose I conducted a survey with the sample size of 100. This sample includes the dealers and the retailers in the area of Amritsar, Batala & Surroundings and surroundings. The questionnaire having 16 questions was prepared to obtain the desired information and the method of personnel interview was also adopted for those dealers who were not interested in filling the questionnaire and the data got is then analyzed and following are the results for the same. The questionnaire with the question:1.Which of the following brands of AC, you are dealing in? This question brought the fact that how many dealers and retailers are dealing single and multiple brands of air conditioners this shown in the fig: 1.10

Dealer Ratio Multiple brand 32%
single Brand multiple brand

Single brand 68%

Fig 1.10

Q2 How many models do you display for each brand?

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In this question mainly the 1.0 ton, 1.5 ton and 2 ton capacity of both window split air conditioner category were considered and the models displayed at each counter on an average are as under:

Brand Name
Samsung w/s LG w/s 2/1 3/1 1/1 Bluestar w/s 2/1 2/2 1/0 1/1 1/1 1/0 Videocon w/s Haier w/s 1/0 1/1 .5/0

Capacity

1 Ton 1.5 Ton 2.0 Ton

2/1 3/2 1/1

Q3 which are the two highest selling models of each company in AC & their prices?

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Each brand has its unique image for its product thus the highest selling models for each brand also vary according to the quality features as well as demand for the products the highest selling model for the each brand are as follows

Brand Samsung LG Videocon Bluestar Haier

Model 18QB W18G2 SB1608 WAM181YB HW12DX

Q4.To what extents, following brands of AC are preferred by customers? The major brands preferred by the customers according to the options given are as follows

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35% 30% 25% 20% 15% 10% 5% 0% Samsung LG Videocon Bluestar Haier

Fig 2.1

Q5. What is the price band for which the customer looks for while making purchase decision?

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This question mainly brought out the conclusion of which price brand generally the customer looks for when he makes his purchase decision this is explained as under.

Segment 1.0 Ton 1.5 Ton 2.0 Ton

Price Band 11000 16000 20000

Q6 what is the expected percentage of customers who are willing to pay Premium? The majority of the perception of the customers are as follows:

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70 60 50 40 30 20 10 0 68 32 Yes N o

Q7 what is the expected percentage of customers who are willing to pay?

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the Low-end customers the analysis of the data reveals that the proportion of premium customers is around 78% as compared to that of low-end customers that comprise of only 22% .

Proportion of Premium & Low-end Customers in Market Low-end customers 22%

Premium Customers 78%

Fig 2.2

Q8 what is the annual estimated sales of AC?

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After taking out the average of the low-end and premium markets the results obtained are that the average annual sales of the premium end market that comprises of 50 dealers and retailers was as under this analysis work constitute the limited sample size and thus may no predict the correct figures. the word season means the month of March, April, May, June. Brand Name Samsung LG Bluestar Videocon Haier Annual average estimated sales 24000 pieces per season 27000pieces per season 25200pieces per season. 15000pieces per season. 7800pieces per season.

Q9.

Please rank each of the following features from 1 to 5 on the basis of their

importance to customers

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This question after being analyzed brought out the conclusion that out of the total sample size people who gave their 1st preference to brand name were around 42% and who went for Features were 22% and people who gave their 1st Preference to price were 28% dealers communication & Design constituted respectively for 2% & 6%. This can easily be understood by the fig 2.3.

Customer Prefrence Index 2% 6%
Brand Name

42% 28%

Features Price Dealers Communication Design

22%

Fig 2.3

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Q10. At which visit, customer generally finalize his/her decision for buying AC? This mainly gives an overview of how customers make their purchase decision when they enter in to show room. The results of this analysis are shown in the fig 2.4

Consumer Decision Index
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 1 2 Any other

Series1

Visit to Showroom

Fig 2.4

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Q11. Does customer come with prior knowledge/information about particulars brands of CTV? The majority of the perception of the customers are as follows:
70 60 50 40 30 20 10 0 68 32 Yes N o

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Q12. When customers mostly visit showroom for buying AC? Question 12 mainly help in predicting that which Promotional Techniques attracts customer the most and the results obtained after the analysis work are shown in the fig 2.5

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

Customer Visit Index

exchange offer

Guift options

Any other

Fig 2.5

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Q13. Below are different modes of promotion. Please rank following modes from 1 to 7, on the basis of their influence on customer. The major modes of promotion that influence the customer were audiovisual 64%, Print media 28%, Tradeshows 8%.
70% 60% 50% 40% Series1 30% 20% 10% 0% Audiovisual Print Media Tradeshows

Promotional Technique Index

Fig 2.6

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Q15. Which Brand you Recommend and why? As this was the last question the importance of this question was much more as people tried to ignore it but the information obtained from the analysis of this question are shown in the fig 2.7

Dealers Recommendation for the Brand
40% 35% 30% 25% 20% 15% 10% 5% 0% Samsung LG Bluestar Videocon Haier

Fig 2.7

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FINDINGS

FROM THE

CONSUMER

QUESTIONNAIRE For this purpose I conducted a survey with the sample size of 100. This sample includes Businessman, Government employees, Private Employees and Housewives. This includes a questionnaire having 10 questions and the data got is then analyzed and following are the results for the same. 1) The first question is ‘which of the following Brands deal in consumer durables? ’ And as shown in the fig 1.1, the response was 100% positive

consumer durables

100% 1

Fig 1.1

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2) Second question is ‘How do you make your purchase decisions?’ Fig 1.2 interprets the result that 84% of the consumer makes their purchase decisions with the help of one or the other aided media. But at the same time around 16% go for unaided purchase decisions.

Purchas decis e ion
16% 84% aided

aided unaided

Fig 1.2

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3) ‘Which purchase pattern is followed at your place? This question tells about how many people really take the help of there near and dear ones while making the purchase decision and also helps the marketers to target the appropriate segment. The result shows that 78% of the consumers take the help of their family and around 22% of the consumers go for the individual decision while making the purchase decision. As shown in fig 1.3
Purchase pattern of consumers
22%

Individual
78%

family

Fig 1.3

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4) On which of the following parameters you make your purchase decision? (Rank them according to your preference) a) Price b) product c) Quality

d) Brand name 

e) Packaging 

f) Features 

It tells about how many people out of the 100 consumers give more preference to the above mentioned options. The result shows that 46% of the consumers give their 1st preference to price, 6% to product,22% to quality,24% to brand name, 0% to packaging,2% to Features the graphical representation in fig 1.4, 1.5, 1.6, 1.7, 1.8, 1.9. . Parameters for purchase decision Rating Price Product Quality Brand name 1 46 6 22 24 2 22 10 14 44 3 18 16 38 10 4 10 8 20 14 5 0 58 4 6 6 4 2 2 2 Packaging features 0 2 1 9 2 16 1 47 6 26 90 0 Explains it more clearly

Pic r e
5 0 4 0 3 0 2 0 1 0 0 1 2 3 4 5 6 7

Pic r e

Rt g ain

Fig 1.4

50

P dc r ut o
8 0 6 0 4 0 2 0 0 1 2 3 4 5 6 7 P dc r ut o

Rtin a g

Fig 1.5

10 0 8 0 6 0 4 0 2 0 0 1 2 P ck g g a a in

P ka ing ac g

R tin a g

3

4

5

6

Fig 1.6

Qa u lity
4 0 3 5 3 0 2 5 2 0 1 5 1 0 5 0 1 2 3 4 5

Qa u lity

6

R tin a g

Fig 1.7

51

Ba dn m rn a e
5 0 4 0 3 0 2 0 1 0 0 1 2 3 4 5 6 7 B n nm r d ae a

Rt g ain

Fig 1.8

fe tu s a re
5 0 4 0 3 0 2 0 1 0 0 1 2 3 4 5 6 fe tu s a re

R tin a g

Fig 1.9

52

5) Which Brands of consumer durables you have been using before? It tells about the bands of durables that are being used by the consumers
35% 30% 25% 20% 15% 10% 5% 0% Samsung LG Videocon Bluestar Haier

53

6) Do you feel like shifting to some other brand or you are fully satisfied with the present one? These three questions mainly bring out the picture how the consumers follow the trends in the industry these questions mainly emphasize on the consumer loyalty level. Out of around 100 consumers 42% continued with the same brand, 36% shifted to some other brand and around 22% were planning to shift to some other brand. fig shows the same in more appropriate manner. The overall analysis shows that only 42 % of the consumers are brand loyal while 58% of the consumers have the tendency of shifting to some other brand. Consumer loyalty level
Trend in cons umer durable indus try

45 40 35 30 25 20 15 10 5 0

continuing with same brand

Shifted to some other brand

Planning to shift

Fig 1.10

54

7). Please rate the following brands of CTV on the scale of 1 to 5? This question is for those consumers who are well aware of the existing 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 opinion for Quality, features, Design, Screen resolution and efficiency. The results obtained for the quality rating for CTV for Sony, Samsung, LG, Haier, and Videocon. Are shown in the fig 2.0 where 32% of the consumers have rated 5 Sony on the contrary Samsung emerged as the leader in this segment with 48% of the consumers rating it on the scale of 5..
Consumer Rating Chart for CTV
60 Quality Rating 50 40 30 20 10 0 Sony Samsung Haier Videocon LG

Fig 2.0

55

8. Please rate the following brand of AC on the scale of 1 to 5? Where 1 mean poor service and 5 mean excellent service this question also tested the knowledge of consumers who are well aware of the existing brands of AC 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 opinion for Quality, features, Design, Cooling effect and efficiency. The results obtained for the quality rating for AC Segment for Bluestar, Samsung, LG, Haier, and Videocon. Are shown in the fig 2.1 where 42% of the consumers have rated 5 LG on the contrary Samsung emerged as the leader in this segment with 46% of the consumers rating it maximum on the scale of 5. Followed by the other brands.
Consumer Rating Chart for AC
50 45 40 35 30 25 20 15 10 5 0 Samsung LG Vediocon Haier Bluestar Quality rating

Fig 2.1

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9) How far you are aware about Samsung Products& what is its impression in Your mind? • As shown in fig 2.2, in Amritsar, Batala & Surroundings and Surroundings Samsung enjoys an awareness of over 95% and a positive opinion of around 80% in the area

Consumer Awareness and Openion chart
Awareness among people 95% Positive openion among people 80%

today. Fig 2.2

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ANALYSIS OF SALES DATA The sales date collected from the sources has been used to predict the future Samsung India private limited by using the Least Squares Method Explanation of the Method This method is widely used in Practice. It is a mathematical method and with its help trend line is fitted to the Data in such a manner that the following two conditions are satisfied (1) ∑(Y-Yc)=0 I.e. the sum of actual deviations of the actual values of Y and the computed values Y is Zero (2) ∑ (Y-Yc)2 is least I.e. the sum of the squares of the deviations of the actual and computed values is least from this line and hence the name method of least squares. The line obtained by this method is known “as the line of best fit “ The method of least squares may be used either to fit a straight line trend or a parabolic trend. The straight line trend is represented by the equation Yc= a+bX Where: Y0 = is used to designate the trend Values to distinguish them from the actual Values of Y.

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a is the y intercept or the computed trend figure of the Y variable when X = 0 b represents the slope of the trend line or amount of change in Y variable that is associated with a change of one unit in X variable. The X variable in the time series analysis represents time. Least Squares trend Method Fitting of straight line trend by the method of least squares

Year 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006

Sales Deviation From2001 (Y) (X) 0.5 13094724 16639749 22810293 27230939 24419589 30518256 42321852 50911164 61848945 63479833 ∑y= 353275344 ∑X

XY -4.5 -3.5 -2.5 -1.5 -0.5 0.5 1.5 2.5 3.5 4.5 = 0 -58926258 -58239122 -57025733 -40846409 -12209795 15259128 63482778 127277910 216471308 285659249 ∑XY= 480903057

X2 20.25 12.25 6.25 2.25 0.25 0.25 2.25 6.25 12.25 20.25 ∑X2 = 82.5

The equation of the straight line trend is a =∑Y/ N = 35 3275344/10 = 35327534.4 b= ∑XY/ ∑X2 = 480903057/82.5 =5829127.96

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Y= 35327534.4 + 5829127.96 X For 2007 X will be 5.5 : 35327534.4 + 5829127.96 (5.5) = 35327534.4 + 32060203.79 = 67387738.19 $ Thus the estimated earnings for the year 2007 are $67387738.19

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CORRELATION ANALYSIS
Analysis of the Brands Popularity on the basis of their Ranks Correlation analysis is a statistical technique used to measure the magnitude of linear relationship between two variables Correlation analysis cannot be used in isolation to describe the relationship between the variables. It can be used along with regression analysis to determine the nature of the relationship between two variables. The two frequently used correlation coefficients are:  The Pearson product moment correlation coefficient  Charles Spearman’s rank correlation

Analysis by the Charles Spearman’s rank correlation Method Brand Name Samsung LG Sony Videocon Haier 5
th

Sales in Pieces 2
nd

After sales Quality Design 2 1 2 1 1 3 4 3 4 3 Features 4 3 5 4 3 Services 5 5 4 5 4 Price 1 2 1 2 2

6192 3rd 5676 1st 6708 4th 2580 1032

Explanation: It is the technique of determining the degree of correlation between two variables incase of ordinal data where ranks are given to the different values of the Variables. The main objective of this coefficient is to determine the extent to which the two set of ranking are similar or dissimilar. This coefficient is determined as under.

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The Charles Spearman’s rank correlation Formula: sr =1-[ 6∑d 2] i n(n2-1) Eque 4.2

Solution: Quality measure

Brand Name Samsung LG Sony Videocon Haier n=5

Ranks 2 3 1 4 5

Quality 2 1 2 1 1

1-

d d2 2 0 2 -1 3 4 0 4 1 9 16 ∑d2 30

Substituting the values in Equ. 4.2 = = 1- 6x30 5(25-4) 2 - 0.5Answer

This indicates that there is a Negative correlation between Quality and Sales ranking i.e. when the quality of the product improves the Sales ranking volume for the brands Fall down.

Design measures 62

d Brand Name Samsung 1LG Sony Videocon Haier n=5 Substituting the values in the Equ 4.2 = 6x10 5x24 Ranks 2 3 1 4 5 Design 3 4 3 4 3 d -1 -1 -2 0 2 2 1 1 4 0 4 ∑d2 10

2

= -0.50 Answer This indicates that there is a Positive correlation between Design and Sales ranking i.e. when the design of the product improves the Sales ranking for the brands also increases.

Price measures

d Brand Name Samsung LG Sony Videocon Haier n=5 Ranks 2 3 1 4 5 Price 1 2 1 2 2 d 1 1 0 2 3 2 1 1 0 4 9 ∑d2 =15

Substituting the values in the Eque 4.2 = 16x15 5x24 2

2
63

= 0.25 Answer This indicates that there is a Positive correlation between Price and Sales ranking i.e. when the Price raises the Sales ranking for the brands also rises for the product

Features measure

d Brand Name Samsung LG Sony Videocon Haier n=5 Ranks 2 3 1 4 5 Features 4 3 5 4 3 d -2 0 -4 0 2 2 4 0 16 0 4 ∑d2 =24

Substituting the values in the Equ 4.2 = 16x24 5x24 2

= -0.20 Answer This indicates that there is a negative correlation between Features and Sales ranking i.e. when the Features of the product improve the Sales ranking for the brands fall down.

2

After Sales Service measure

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After sales Brand Name Samsung LG Sony Videocon Haier n=5 Ranks 2 3 1 4 5 service 5 5 4 5 4 d -3 -2 -3 -1 1 2

d 9 4 9 1 1 ∑d2 =24

Substituting the values in the Equ 4.2 = 16x24 5x24 2

= -0.20 Answer This indicates that there is a negative correlation between after sales services and Sales ranking i.e. when the Features of the product improve the rank for the brands fall down. Thus it can be concluded from the above observation that only the price and the Design affect the ranks of the given brands in the positive manner and rest three variables have the negative effect on the ranks of the brands which has been considered on their sales basis.

2

FINDINGS

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Primary data collected through questionnaire, Personnel Interviews regarding the Samsung and its competitors i.e. Sony, L.G, Videocon, Haier, bluestar And the Analysis of the data using Research Methodology Reflects the following. 1. Consumer Durables play a major role in the life of each individual. 2. The dealers are the inseparable pillar between the company and the ultimate consumer. 3. Retailers can sell any thing to the consumers if rewarded with appropriate incentives. 4. Dealers are happy keeping the single brand. 5. Retailer like keeping variety brand so as no let the consumer leave the counter until he affect sales. 6. The retailers of remote areas of Amritsar, Batala & Surroundings i.e.Naya gaon, Daddomajara, baltana, Badial & Manimajara have different perception about Different segments ofCTV&A.C. 7. Retailers like to stock the most sellable models of the company rather than the display models being promoted by the company. 8. The dealers in Sector 22, 24, 34, 17. Like targeting high profile people. 9. The markets of Naya gaon, Daddomajara, baltana, Badial & Manimajara are the low end markets. 10. The percentage of premium end customers in Sector 22, 24, 34, 17, 18 is around 90% as compared to of 30% in Naya gaon, Daddomajara, baltana, Badial & Manimajara. 11. Low end markets of Amritsar, Batala & Surroundings have very less market for 1.5 & 2 ton Air conditioners. 12. The retailers in Manimajara are in a better position to tackle consumers as compare to that of other remote areas.

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13. Dealer disclosed the fact that approx 85 percent customer come with Prior knowledge of product price, features, discount offer, exchange offer only 15 percent are unknown customer. 14. In CTV segment 38 percent dealer recommend the Samsung brand, 32 percent dealer recommend LG, 18 percent recommend Videocon and 12 percent recommend the Haier.

15. AC segment: In AC segment LG got the highest recommendation 32 percent, Samsung got 31 percent, Haier got 17 percent and Videocon got the 20 percent recommendation. 16. The analysis of the sales data reflects that the sale of Samsung is increasing year after year in comparison to its competitors. 17. The ranking of the brands have the positive relation with design, price and others have the negative correlation.

SUGGESTION:
 The Companies should more concentrate on R&D rather than wasting their

money in various Sales promotional techniques.

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Most of the people feel that advertisement is not up to the mark i.e. it does not

provide clear picture about the Product Being promoted and its schemes. So proper measure should be taken to make the advertisement more informative and creative.  Samsung India Electronics should also target the lower End markets where their Samsung should make the market strategy keeping in mind both the lower-end as Samsung should also concentrate on the product category gap between the sale is very low due to the existence of the local players.  well as the premium markets.  branded and the local players to win the competition in the long run.

LIMITATIONS OF THE STUDY
 The Data collected from the Dealer might not be very accurate to obtain the desired information.  The sample size taken is small to make a universal statement. 68

 

The final conclusion can be also affected by some of the extraneous variables. Though the study represents the position of Samsung in Amritsar, Batala & Surroundings. Due to small sample size, the finding may not be a true representative and it cannot be generalized. Biasness of the respondent. Lack of sufficient information Lack of the instruments to find out the reasonable outcome Difficulty in gathering the reasonable data It’s all about the future predictions and future is unsuitable

  

CONCLUSION

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From the study we can conclude that consumer durables play a major role in the day to day life of human beings . Consumer durables are has taken place as a necessity now a day’s one finds it hard to survive without them . The comfort alone should not be considered as the basis of measurement of the performance of Consumer Durable industry, it should also include the Necessity Part. Samsung India electronics one of the leading Consumer Durable provider should also concentrate on the research and development in the country itself so as to fulfill the demands of the local residents in the desired manner.

REFERENCES
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• • • • • • • • • • • • • • • •

Marketing Management: by Philip Kotler C.R Kothari “Research Methodology” Methods And Techniques. Hair/ Bush/ Ortinau (2006). “Marketing Research” Naresh K. Malhotra (2006), “Marketing Research- An Applied Oriented” ICFAI Journal of Marketing Management, The ICFAI University Press, Vol.V, No.1, February 2007 ICFAI Journal of Marketing Research, the ICFAI University Press, No. 2, February 2007. www.Samsung.com www.sony.com www.haier.com www.lgindia.com www.videocon.com www.bluestar.com http://edweb.sdsu.edu/triton/SDBiarritz/Rubric.html www.winebusiness,com http://www.researchandmarkets.com/reports/53984/ www.marketingpower.com

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Questionnaire on CTV PURPOSE OF STUDY I am an MBA student of CT INSTITUTE presently pursuing my Management Research Project. Information in the questionnaire will be:   Q1. Used for academic purposes only Kept strictly confidential

Which of the following brands of CTV, you are dealing in? (Please Tick)    b) Samsung d) Sony   f)

a) LG c) Videocon Haier

g) Any Other (Please Specify) ________

Q2 How many models do you display for each brand? Samsung 15 21 29 LCD PLASMA Q3 which are the two highest selling models of each company in CTV & their prices? Samsung -………………………………………………………… LG…… -………………………………………………………… Haier… -………………………………………………………… Videocon-………………………………………………………… Any other-………………………………………………………… LG Haier Sony Videocon

Q4.

To what extents, following brands of CTV are preferred by customers?

72

(Mark the appropriate preference level by ticking against respective brand) Brands LG Samsung Hiear Videocon Sony Very High High Low Very Low Nil

Q5 what is the price band for which the customer looks for while making purchase decision? Segment 15 21 29 LCD Plasma Brand ………… ………… ………… ………... ………… Price ………… ………… ………… ………… …………

Q6 is customer ready to pay premium for additional features? ………………………………………………………………………….. Q7 what is the expected percentage of customers who are willing to pay Premium ……………. Low-end …………..

Q8. what is the annual estimated sales of CTV? Brand o Samsung o L.G o Videocon o Sony o Haier Q9. a) At Fist Visit b) At Second Visit Amount ………….. ………….. .…………. .…………. …………..

At which visit, customer generally finalize his/her decision for buying a CTV?   c) At Third Visit d) Any Other (Please Specify)  _____

Q10. Does customer come with prior knowledge/information about particulars brands of CTV? 73

a) Yes

b) No

Q11. When customers mostly visit showroom for buying CTV? a) During Exchange Offer b) During Gift Option Offer   c) During discount Offer 

d) Any Other (Please Specify)_________

Q12. What is the most acceptable size in CTV now days? a) 14inch LCD 26 32 40 46 52       ___________________________ b) 21inch PLASMA 42 50    29 inch 

d) Any Other (Please Specify)

Q13. Below are different modes of promotion. Please rank following modes from 1 to 7, on the basis of their influence on customer. (Rank1 = high, Rank 7 = low) a) Television c) Pamphlets ________ ________ e) Radio g) Internet ________ ________ b) Newspapers ________ d) Trade Shows ________ PERSONAL PROFILE Dealer’s Name: ____________________________ Address: Ph. No.:____________________________ ____________________________ f) Magazines ________

Date: Questionnaire on A.C PURPOSE OF STUDY 74

Sign/ Stamp

I am an MBA student of CT INSTITUTE presently pursuing my Management Research Project. Information in the questionnaire will be:   Used for academic purposes only Kept strictly confidential

Q1.Which of the following brands of AC, you are dealing in? (Please Tick) b) LG e) Videocon Haier    d) Samsung c) Blue star   f)

f) Any Other (Please Specify) ________

Q2 How many models do you display for each brand? Capacity 1.0Ton 1.5Ton 2.0Ton Q3 which are the two highest selling models of each company in AC & their prices? Samsung -………………………………………………………… LG…… -………………………………………………………… Haier… -………………………………………………………… Videocon-………………………………………………………… Any other-………………………………………………………… Samsung W/S LG W/S Haier W/S Bluestar W/S Videocon W/S

Q4.To what extents, following brands of AC are preferred by customers? (Mark the appropriate preference level by ticking against respective brand) Brands Very High High Low 75 Very Low Nil

LG Samsung Hiear Videocon BlueStar Q5. What is the price band for which the customer looks for while making purchase decision? Segment 1.0 Ton 1.5 Ton 2.0 Ton Brand ……………… ……………….. ……………….. Price/W ………… ………… ………… Price/S ………… ………… …………

Q6. is customer ready to pay premium for additional features? ………………………………………………………………………….. Q7 what is the expected percentage of customers who are willing to pay Premium ……………. Low-end …………..

Q8 what is the annual estimated sales of AC? Brand o Samsung o L.G o Videocon o BlueStar o Haier Q9. importance to customers. Rank 1= the most importance feature Rank 5=the least important feature Amount ………….. ………….. .…………. .…………. …………..

Please rank each of the following features from 1 to 5 on the basis of their

Feature a) Price b) Design c) Features 76

Rank Order _________ _________ _________

d) Dealers Communication f) Brand Name

_________ _________

Q10. At which visit, customer generally finalize his/her decision for buying a AC? b) At Fist Visit b) At Second Visit   c) At Third Visit d) Any Other (Please Specify)  _____

Q11. Does customer come with prior knowledge/information about particulars brands of AC? b) Yes  b) No 

Q12. When customers mostly visit showroom for buying AC? b) During Exchange Offer b) During Gift Option Offer   c) During discount Offer 

d) Any Other (Please Specify )_________

Q13. Below are different modes of promotion. Please rank following modes from 1 to 7, on the basis of their influence on customer. (Rank1 = high, Rank 7 = low) e) Television f) Newspapers g) Pamphlets ________ ________ ________ e) Radio g) Internet ________ ________

f) Magazines ________

h) Trade Shows ________

Q14. Which Brand you Recommend and why? ………………………………………………………………………………………………

PERSONAL PROFILE 77

Dealer’s Name: ____________________________ Address: Ph. No.:Date: Sign/ Stamp ____________________________ _____________________________ ____________________________

QUESTIONNAIRE FOR CONSUMER PURPOSE OF STUDY I am an MBA student of CT Institute of Mgt & IT, presently pursuing my Management Research Project. Information in the questionnaire will be:

78

 

Used for academic purposes only Kept strictly confidential

Q1. Which of the following deal in consumer Durables? a) Samsung e) Videocon  b) Sony  c) L.G g) Bajaj  d) Haier 

f) Bluestar 

h) Hero Honda 

Q2. How do you make your Purchase decisions are they. a) Aided ( with the help)  b) unaided ( without help) 

Q3. Which purchase pattern is followed at your place? a) Individual  b) Family 

Q4. On which of the following parameters you make your purchase decision? (Rank them according to your preference) a) Price b) product c) Quality

d) Brand name 

e) Packaging 

f) Features 

Q5.Which Brands of consumer durables you have been using before? ………………………………………………………………………………………… …………………………………………………………………………………………

Q6. Do you feel like shifting to some other brand or you are fully satisfied with the present one? ………………………………………………………………………………………… ………………………………………………………………………………………… Q7. Please rate the following brands of CTV on the scale of 1 to 5? 79

Where 1 means poor service and 5 means excellent service

Sony

Samsung

Haier

Videocon

LG

Quality Features Design Screen resolution Efficiency

Q8. Please rate the following brand of AC on the scale of 1 to 5? Where 1 mean poor service and 5 mean excellent service

Bluestar

Samsun g

Haier

Videoc on

LG

Quality Features Design Cooling effect Efficiency Durability After Sales Service Q9. How far you are aware about Samsung Products& what is its impression in Your mind? ……………………………………………………………………………………... ……………………………………………………………………………………...

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PROFILE OF THE SUBJECT: Name of Consumer: ……………………………………………………………………………...  Address: ………………………………………………………………………………… …………………………………………………………………   Phone……………………… E-mail id (If any)……………………………………………………….

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