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A Project Report On

“A Study Of Consumer Durable Market For Samsung Electronics Ltd”
With Special References to Nasik Dist

Under The Guidance Of Prof. Vinod Malkar
Submitted To University Of Pune In Partial Fulfilment Of “Master Degree Course In Business Administration” (2008-2010) Submitted By Mr. Swapnil Panpatil

Through Piren’sInstitute Of Business Management & Administration. Loni(BK), Tal. Rahata, Dist. Ahmednagar-413736


Student Declaration

I hereby declare that this project report titled “The Study of Consumer Durable Market with Special Reference to Nashik District” in SAMSUNG ELECTRONICS LTD. is executed as per the course requirement for the post graduate program in management. I have not been submitted by me or any other person to any other university or institution for degree or diploma. It’s my own work.

Place: Date: Swapnil D. Panpatil. MBA (2008-2010)



In this project I have made an honest and dedicated attempt to make the research material as authentic as it could. And I earnestly hope that it provides useful and workable information and knowledge to any person reading it. During this small time frame of two months in which the project reached its completion, there were a few people whom I would like to make a mention of and without whose help the project would have never seen the light of the day. I also thank to my internal guide Prof.Vinod Malkar for his timely response via email, which immensely helped in giving the project the initial direction it needed. I would like to thank my external guide Mr.Santosh Keseri (Marketing Executive) who gave me a free hand as far as going about the project work was concerned. I dedicate this project to the Dealer’s of Nashik district who were extremely kind and who at times went out of the way to help me. Without their co-operation it would have perhaps not been possible to research a few places, which I did, within the stipulated time frame.

Swapnil D. Panpatil MBA (Marketing) 2008-2010


We look our training at SAMSUNG ELECTRONICS LTD. Nashik. During the training was to get an overview of the Consumer Durable Market of Nashik district. It was a firsthand experience to get exposed to the professional set-up and face the market, which was really a great experience. Training period was a learning experience. When business is involved, an experience counts a lot. experience are an instrument, which leads towards success. Working with SAMSUNG ELECTRONICS LTD., has been a pleasure I take this opportunity to present the project report and sincerely hope that it will be as much knowledge enhancing to the readers as it was to use during the fieldwork and the compilation of the report.


1. 2. 3. 4. 5. 6.
Introduction Industry Profile Company Profile Product Profile Objective of Study


Page no.

Research Methodology 1.Primary data 2. Secondary data 3.Sampling 4. Scope of the study 5.Limitations of the study Theoretical Background of the study Data Analysis Findings Recommendations Conclusion Bibliography

7. 8. 9. 10 11 10.


Alwyn. MNCs offer superior technology to the Consumers whereas the Indian companies compete on the basis of firm grasp of the local market. Samsung. It is growing very fast because of rise in living standards. Godrej. as many foreign players were entering in the market with the increase in income levels. However. and introduction of new models. accounting for no less than 90% of the market. Indian Consumer durables market used to be dominated by few domestic players like Godrej. microwave ovens. foreign players like LG. However. their wellacknowledged brands. Voltas. Consumer durables market is expected to grow at 10-15% in 2007-2008. easy access to consumer finance. Daewoo. and Aiwa came into the picture. Sony. and wide range of choice. these players control the major share of the consumer durables market. Products like washing machines. color televisions (C-TV) were no longer considered luxury items. Then. and intense competition. the penetration Level of the consumer durables is still low in India. The market share of MNCs in consumer durables sector is 65%.INTRODUCTION Before the liberalization of the Indian economy. MNC's major target is the growing middle class of India. But post liberalization many foreign companies 6 . Today. and hold over wide distribution network. exchange offers. after the liberalization. increase in consumer awareness. there were still very few players in categories like vacuum cleaners. only a few companies like Kelvinator. and Voltas were the major players in the consumer durables market. the demand for consumer durables has increased significantly. Allwyn and Kelvinator. Whirlpool. and dishwashers Consumer durables sector is characterized by the emergence of MNCs. discounts. easy availability of finance. air conditioners.

REFRIGRATOR. SAMSUNG the two Korean companies have been maintaining the lead in the market with LG being leader in almost all the categories.have entered into Indian market dethroning the Indian players and dominating Indian market the major categories being CTV. INDUSTRY PROFILE 7 .The CTV segment is expected to the largest contributing segment to the overall growth of the industry. LG. The rising income levels double-income families and consumer awareness were the main growth drivers of the industries. MICROWAVE OVEN and WASHING MACHINES. although the penetration level is much lower . The rural market is growing faster than the urban market. India being the second largest growing economy with huge consumer class has resulted in consumer durables as the fastest growing industries in India.

Trends The consumer durables market in India was estimated to be around US$ 5 billion in 2007-08. refrigerators and Air-conditioners together constitute more than 60 per cent of the sales in terms of the number of units sold. The industry is represented by major international and local players such as BPL. Titan. Industry Size. Growth. Videocon. helped by several drivers such as the emerging retail boom. etc. Companies like LG. MIRC Electronics. real estate and housing demand. Whirlpool and Samsung have registered double-digit growth in the direct cool refrigerator market. The key product lines under each segment were as follows. greater disposable income and an overall increase in the level of affluence of a significant section of the population. In the refrigerators market. Whirlpool. 8 . More than 7 million units of consumer durable appliances have been sold in the year 2006-07 with colour televisions (CTV) forming the bulk of the sales with 30 per cent share of volumes. The consumer durables industry can be broadly classified into two segments: Consumer Electronics and Consumer Appliances. Voltas.The Consumer Durables industry consists of durable goods and appliances for domestic use such as televisions. CTV. Blue Star. Consumer Appliances can be further categorized into Brown Goods and White Goods. Instruments such as cell phones and kitchen appliances like microwave ovens were also included in this category. The sector has been witnessing significant growth in recent years. air conditioners and washing machines. refrigerators. the frost-free category has grown by 8.3 per cent while direct cool segment has grown by 9 per cent.

The audio/video player market has seen significant growth rates in the domestic market as prices have dropped.000 units and by 8 per cent to 229. 9 . This trend is expected to continue through 2009. Consumer Electronics The CTV production was 15. conventional CTV volumes have been falling while flat TVs have grown strongly. The growth across product categories in different segments is assessed in the following sections.2010. the markets for both C-TV and refrigerators were shifting to the semi-urban and rural areas. as competition is likely to intensify to scale and capture the mass market. The flat segment of CTVs now account for over60 per cent of the total domestic TV production and is likely to be around 65 per cent in 2007-08. Market sources indicate that most CTV majors have phased out conventional TVs and have been instead focusing more on flat TVs.000 units. At the disaggregated level. the semi-automatic category with a higher base and fully-automatic categories have grown by 4 per cent to 526.In the case of washing machines. the sales of window ACs have grown by 32 per cent and that of split ACs by 97 per cent. respectively. In the air-conditioners segment. Since the penetration in the urban areas for these products is already quite high.High-end products such as liquid crystal display (LCD)and plasma display CTV grew by 400 per cent and 150 per Cent respectively in 2009–10 following a sharp decline in prices of these products and this trend is expected to continue.10 million units in 2007-08 and is expected to grow by at least 25 per cent.


for citizens in emerging markets to prosper by tapping into the digital economy. From technology comes opportunity for businesses to grow. we will find the solutions we need to address the challenges of tomorrow. enrich people’s lives and continue to make Samsung a trusted market leader Our Mission Everything we do at Samsung is guided by our mission: to be the best “digitalCompany”.Our Vision Samsung is guided by a singular vision: to lead the digital convergence movement. We believe that through technology innovation today. It’s our aim to develop innovative technologies and efficient processes that create new markets. 11 . and for people to invent new possibilities.

our dedicated people will continue to embrace many challenges and come up with creative ideas to develop products and services that lead in their markets. 12 . responsible global corporation.Samsung grew into a global corporation by facing challenges directly. Their ingenuity will continue to chart Samsung’s course as a profitable. In the years ahead.

cellphone market Opened Global Brand PR Centre ‘Samsung D'light' No. 1 spot in U.S.1 worldwide market share position for TVs achieved for the 9th quarter in a row No.1 worldwide market share position for TVs achieved for the seventh quarter in a row Developed the world's first 30nm-class 64Gb NAND Flash™ memory BlackJack bestowed the Best Smart Phone award at CTIA in 2007 • • • 13 .SAMSUNG HISTORY • • • • 2008 • • • • Named Yoon-Woo Lee as a Vice Chairman & CEO of Samsung Electronics Launched OMNIA phone Completed establishing TV manufactory in Russia Kaluga Became the official sponsor of 2010 Guangzhou Asian Game Developed the world's first 2Gb 50 NANO Samsung takes No.

the U. High-Tech.1 worldwide market share position for LCD for the sixth year in a row Developed the world's first real double-sided LCD Developed the worlds' first 50nm 1G DRAM Unveiled 10M pixel camera phone Launched "Stealth Vacuum. Uttar Pradesh. Mr.000. Samsung received the Golden Peacock Special commendation Certificate for Corporate Social Responsibility (Private Sector) for the year 2004 from Mr. S. Software technology park set up at Noida Construction commences for 5. James Damian. Mr. Launch in South 14 . Inaugurated Samsung's new. • Attained No. advanced Refrigerator facility. Union Home Minister. Ravinder Zutshi." a vacuum cleaner with the world's lowest level of noises Launched the worlds' first Blu-Ray Disc Player 2006 • • • • • • September. SVP. Dy MD and Samsung India at the India Retail award function held in Mumbai on 16th September. S. H. Shivraj Patil.000 refrigerator plant in Noida Samsung unveils new technology for Consumer Home Entertainment (DNIe™) February 2005 November 2004 February 2004 February 2004 November 2003 August 2003 June 2003 December 2002 October 2002 June 1996 May 1996 Foundation Stone laid for CTV Factory at Noida. Oh appointed as the President and Chief Executive Officer of Samsung South West Asia. Best Buy and his team handed over the award to Mr.72"Super-Reflective LCD Screen The India Retail Forum has awarded Samsung as the Best Retailer of the year 2005 in the consumer Durables category. K. Merger of SIEL with SEIIT. Kim appointed as the First President and Chief Executive Officer of Samsung South West Asia.S. Commencement of production at refrigerator facility in Noida. India made regional headquarters for Samsung Southwest Asia. 2005 Developed 1.

President & CEO Samsung South-West Asia Regional Headquarters.Home Appliances Launch December 1995 August 1995 Samsung India Electronics (SIEL) products launched in India.H. Oh. which commenced its operations in India in December 1995. Samsung India. Certificate for commencement of business received by Samsung GROWING TO BE THE BEST Samsung India aims to be the ‘Best Company’ in India by the Year 2006.” Mr. 15 . Samsung aims to grow in India by contributing to the Indian economy and making the lives of its consumers simpler. Samsung in India Samsung India is the hub for Samsung’s South West Asia Regional operations. today enjoys a sales turnover of over US$ 1Bn in just a decade of operations in the country. Sri Lanka. The South West Asia Regional Headquarters looks after the Samsung business in Nepal. S. easier and richer through its superior quality products. ‘Best Company’ in terms of both the internal workplace environment as well as the external context in which the Company operates. “Our aim is to gain technological leadership in the Indian marketplace even as our goal is to earn the love and respect of more and more of our Indian consumers. Bangladesh. Maldives and Bhutan besides India.

Samsung India has a network of 19 Branch Offices located all over the country. Recognized as one of the fastest growing global brands. LCD Business. with around 18% of its employees working in Research & Development.000 people in over 90 offices in 48 countries. Memory Chips and TFT LCD’s. Digital Media Business. 16 .3Bn. digital media and digital convergence technologies with 2004 parent company sales of US$55. Samsung Electronics Corporation is the world’s largest pro ducer of Colour Monitors. Refrigerators and Washing Machines is located at Noida. CIS and SAARC countries from its Noida manufacturing complex. Colour Monitors and Refrigerators were being exported to Middle East. the company has of 5 main business units: Digital Appliance Business. SAMSUNG GLOBAL The DNA of Digital Innovation Samsung Electronics is a global leader in semiconductors.2Bn and net income of US$10.Headquartered in New Delhi. Colour TVs. telecommunications. The Samsung manufacturing complex housing manufacturing facilities for Colour Televisions. Semiconductor Business and Telecommunication Network Business. 113. Samsung India currently employs over 1600 employees. Employing approx. near Delhi. Samsung ‘Made in India’ products like Colour Televisions. Colour Monitors.

They also have a ‘memory re-start’ that takes care of the frequent power failures in India.  Through its research done on consumer preferences in India. including aesthetics.  Samsung washing machines have an additional menu that takes care of the local Indian wardrobes. It is present in three of Samsung’s semi automatic models and dries the clothes better than the rest. 17 . Samsung has concluded that Indian consumers want more sound oriented products. Thus. ergonomics and interface.Customized products for Indian Consumers  Samsung understands the local cultural sensibilities to customize its products according to the Indian market. the Samsung televisions for India have a higher sound capacity than their foreign counterparts.  For the semi-automatic segment of Samsung washing machines. It has set up a “usability lab” at the Indian Institute of Technology in New Delhi to customize Samsung products to meet the specific needs of Indian consumers. This industry-institute partnership is helping Samsung to study and analyze consumer response in aspects of product design. Samsung has introduced for the first time in India a feature called Super Dry.

the YP-P2 lets consumers enjoy vivid videos on a 3-inch wide LCD screen. DNIe Pro and Wide Color Enhancer Pro to provide perfect picture quality. Wide Video MP3 Player (YP-P2) Equipped with Bluetooth and a touch screen interface. an Ultra Clear Panel. Samsung’s proprietary DNSe 2. 18 .0 technology with EmoTure™ UI enhances the ultimate multimedia experience.PRODUCT PROFILE 650 Series Full HD LC D TV Developed using our unique Crystal Design with a hint of rose-red color accentuating a traditional piano-black bezel frame. the 650 Series LCD TV features Auto Motion Plus 120Hz.

Samsung’s versatile steam cooking solution adds a steam function to the conventional oven. our washer dramatically reduces barrel vibration—even at the highest speed. grill and microwave. Further. as well as dry heat and fermenting. our 6-in-1 steam oven combines all of the features of a conventional oven with advanced steam cooking technology to stimulate healthier eating. 6-in-1 Steam Oven Simple. It also reduces energy and water consumption to the world’s lowest levels. we’ve enhanced washing performance and eco-friendly performance with a diamond-shaped embossing drum.VRT Front Loading Washer Designed with Vibration Reduction TechnologyTM (VRT). 19 . yet stylish.

Haptic Touch Screen Phones (SC H-W420/W4200) Built with TouchWiz UI software. our Haptic model promises a unique user experience. Bluetooth. Ultra-messaging BlackJack II (SG H-i617) Microsoft’s Windows Mobile software-enabled HSDPA smart phone boasts a bigger screen than the BlackJack I and includes a jog wheel. GPS and wireless LAN 20 . one that touches all of the senses. including a web browser. The Samsung Haptic features one-touch access. a widget for creating customized desktops and a G sensor for automatic horizontal rotation of photos and videos. ‘on-the-go’ user who demands cutting-edge multimedia features. The phone also has cuttingedge features such as a touch screen. It is designed for the innovative.

21 .OBJECTIVES OF THE PROJECT • To find number of brands of consumer durable in Nashik district. • To study profit margin of major brands in consumer durable.. Washing machine. • To find most important parameter for selection of brand of Colour television. • To study brand preference of consumer for consumer durable goods. Refrigerators. DVD. Microwave oven.

Research methodology not only talks of the methods but also logic behind the methods used in the context of a research study and it explains why a particular method has been used in the preference of the other methods Research design Research design is important primarily because of the increased complexity in the market as well as marketing approaches available to the researchers. Without a proper wellorganized research plan. A research design specifies the methods and procedures for conducting a particular study. which work as a base for drawing conclusion and getting result. In fact. and focus market changes. it is impossible to complete the project and reach to any conclusion. conceptual structure. and strategy of investigation conceived as to obtain answers to research questions and to control variance.Research Methodology Research methodology is considered as the nerve of the project. According to Kerlinger. The project was based on the survey plan. Therefore. it is the key to the evolution of successful marketing strategies and programmers. It is an important tool to study buyer’s behavior. brand loyalty. research methodology is the way to systematically solve the research problem. 22 . “Research Design is a plan. consumption pattern. The main objective of survey was to collect appropriate data.

In this study the company was interested to know the demand of different consumer durable product. secondary data was also required. Data Collection: This report was prepared after collecting data from the retailers/ dealers and past data was arranged from the various studies conducted in last few years and various other records of company. For this purpose questionnaires were prepared in such that all necessary data would be collected. These data were collected from various past studies and other sources of the company. and potential for SAMSUNG procedures to be used for the study among retailers/dealer and. Secondary Data: Information regarding the project. Primary Data: These data were collected by personal interview with retailers/ dealer. However it was exclusively personal interview. SAMPLING METHOD Random Sampling method SAMPLE SIZE 100 Dealers Research tools: Questionnaires 23 . about competitors.Research design specifies methods and procedures for study.

RESEARCH AREA NASHIK DISTRICT• Nashik city          • • • • • Malegaon Kalvan Satana Chandwad Deola CBS Panchavati Cidco Nashik Road Dindori Road Canada Corner Gangapur Road MG Road Deolali camp 24 .

• • • • • • • • • • Taharabad Nampur Lakhmapur Wani Yeola Lasalgaon Pimplegaon Baswant Ojhar Manmad Dindori 25 .

3 Found out the problems that the dealer were facing while selling the SAMSUNG product. In term of purchasing power parity (PPP). Checked whether demo calls were attended or not Scope 1. 4. While visiting the shops we 1. 5. India is the 4th largest economy in the world and overtake Japan in the near future become the 3rd largest. Found out the customer response for SAMSUNG products by asking the owner of the shop. 2. Calculated the display share of the SAMSUNG product in shop. Collected the data of actual monthly sale of the SAMSUNG product in few shop. 26 .Scope of the study This project gives us great exposure to the consumer durable market because it includes product knowledge and field survey job in which we visited the consumer durable stores in Nashik district.

5. OPPORTUNITY 1. India has the youngest population amongst the major countries.e. 4. 3. 4.800 a year. i. Indian consumer durable market is expected to reach $450 billion by on 2010 3.2. And there were 6 million rich household in India. increase in purchasing power of consumers. who were earning us$4. Rapid urbanization. There were lot of people in the different income categories nearly the two third population is below the age of 35 and nearly 50% is below 25. Increase in income level. 2. In India the penetration level of white goods is lower as developing countries.400-US$21. There were 56 million people in middle class. Unexploited rural market. compared to other 27 .6 million in 2000. The upper-middle and high-income household in urban areas were expected to grew to 38.2 million in 2007 as against 14.

Cheap imports from Singapore.We cannot say that what the consumer have revealed will be right for each and every situation because their perception is influenced by many factors. schemes. Threats 1.5.Some of confidential information viz.Visiting various places for the study consumed a lot of time. policies and sales figure were not disclosed by the competitors.The period of the project was not sufficient to study all the factors in deep.Many consumer and dealers/retailers showed less interest in providing information and haven’t cooperated. but this study has some limitation: 1. 5. 4. 3. 2. China and from other Asian countries. 28 . 2. credit period. LIMITATION OF STUDY Although I tried my best in preparation of this project. Easy availability of finance. Higher import duties on row materials.

Government 29 . explosive technology growth. not-for-profit. Increased complexity means there are more variables to consider. and the public are better informed and more sensitive to their self-interest. During the last two decades. protected markets. and public organizations – in all functional areas – need training in the scientific method and its application to decision making. trade policies. Business research courses are a recognition that students in business. Research methods provide you with the knowledge and skills you need to solve the problems and meet the challenges of a fast-paced decision-making environment. making it more important to have a sound information base.Theoretical Background of the study Scope of market research in view of modern global business. shareholders. Two factors stimulate an interest in more scientific decision making: (1) the manager’s increased need for more and better information and (2) the availability of improved techniques and tools to meet this need. Other knowledge demands have arisen from problems with mergers. technology transfers. we have witnessed dramatic changes in the business environment. Workers. The competition is more vigorous. customers. and continuing innovations in global communications. The trend toward complexity has increased the risks associated with business decisions. the business organization has evolved in response to the social and political mandates of national public policy. with many business downsizing to make competitive gains. These changes have created new knowledge needs for the manager. and macroeconomic savings – investment issues. Emerging from a historically economic role.

sources of collection of primary and secondary data for market research. We have begun to build better theories. Accounting and management information systems create and store much of the internal data. you will need to be equipped with an understanding of scientific methods and a means of incorporating them into decision making. Examples are departmental reports. The computer has given us a quantum leap in the ability to deal with problems. financial and accounting reports. Communication and measurement techniques have also been enhanced. and collection success depends on knowing just 30 . There is vastly more knowledge in all fields of management. You will need to know how to identify good research and how to conduct it. planning. increase in the number and power of the tools to conduct research. Research and development. As the complexity of the business environment has increased. This book addresses these needs. The collection methods used are unique to the specific situation.continues to show concern with all aspects of society. and marketing and sales studies. Each of these factors demands that managers have more and better information upon which to base decisions. New techniques of quantitative analysis take advantage of this power. To do well in such an environment. Internal Sources Internal sources of organizational data are so varied that it is difficult to provide generalizations about their use. and marketing functions also contribute. ta sources may be classified as either internal (organizational) or external sources of information. production summaries. These trends reinforce each other and are having a massive impact on business management. there has been a commensurate.

This discussion is restricted to published sources. External Sources External sources are created outside the organization and are more varied than internal sources. a central library keeps all relevant information. or in departmental chronological files. There are also better defined methods for finding them. Access may be through online search or CD-ROM. Major source of published information consists of diverse materials from special collections. PR/communications. Online databases are often specialized and focus on information about a particular field. and many others. or departmental secretaries can help in pinpointing critical data sources. although other sources of information may be useful.. Sometimes the information may exist in central files (i. company policy statements. speeches by prominent executives.e. The files are sets of records grouped together for storage on some medium. of which there are master’s theses. MIS. Internal data sources may be the only source of information for many studies. and research records. In other organizations. The newest and fastest growing one is computerized database. doctoral dissertations. each a compendium of a range of information. A second group includes university publications. in computer database. Within this category there are many reference books. at headquarters). sales literature. They are composed of interrelated data files. Often company librarians. product specifications. A third group includes company publications such as financial reports. Published sources of data can be classified into five categories. Systematic searches should be made through exploratory interviews with everyone who handles the information. There are 31 .where and how to look.

1 Sr. No. research report. 1 2 3 4 Number of company’s product sold by dealers. These organizations often publish statistical compilation. 1 NO. and proceeding of meeting. professional and other associations. Data Analysis and Interpretation Table No.Survey INTERPRETATION:- 32 . PRODUCT C-TV C-TV & REFRIGERATOR C-TV & REFRIGERATOR & WASHING MACHINE ABOVE ALL TOTAL Graph No.miscellaneous information sources consisting of the productions of various trade. OF RESPONDENTS 86 67 56 92 301 Source:.

Survey INTERPRETATION- 33 . Table no. 67 dealers were sold C-TV and REFRIGERATOR. 2 shows no. 86 dealers were sold only C-TV. NO. 1 2 3 4 NO. WASHING MACHINE and 92 dealers were sold all product. OF COMPANIES PRODUCT FIVE FOUR THREE TWO TOTAL Graph No. 2 NO. of company’s product sold from dealer’s shop.According to survey. 56 dealers were sold C-TV and REFRIGERATOR. Sr. OF RESPONDENTS 33 24 9 34 100 Source:.

Sr. NO. 34 dealers were sold only 2 brands from their shops. :. OF RESPONDENTS 39 23 18 11 9 100 PERCENTAGE 39 23 18 11 9 100 Source:.According to survey. 1 2 3 4 5 BRAND LG VIDEOCON SAMSUNG SANSUI ONIDA TOTAL NO.3 Shows Major brand of C-TV sold by dealers. Table No. 33 dealers were sold 5 brands.Survey Graph No.3 34 .

4 Most important parameter for more sale of C-TV REASONS FOR MORE SALES Price Quality Service Advertisement Schemes TOTAL NO. 1 2 3 4 5 Graph No.4 INTERPRETATION- 35 . in Nashik district LG is leading in C-TV with 39%. NO.INTERPRETATIONAccording to dealers.Survey Sr. OF RESPONDENTS 28 30 17 15 10 100 PERCENTAGE 28 30 17 15 10 100 Source:. after that VIDEOCON is 2nd with 23% and then SAMSUNG is on 3rd with 18%. Table No.

According to dealers. NO 1 2 3 4 5 6 7 BRAND LG VIDEOCON SAMSUNG GODREJ WHIRLPOOL KELVINATOR KENSTAR TOTAL NO. Services. Price is most important parameter for more sale of C-TV and then Quality. 5 shows the major brands of REFRIGERATOR sold by dealers.Survey 36 . Table No. Advertisement and Schemes. OF RESPONDENTS 22 13 9 12 19 16 9 100 Graph No. 5 PERCENTAGE 22 13 9 12 19 16 9 100 Source:. Sr.

1 2 3 4 5 most important parameter for more sale of REFRIGERATOR REASONS FOR MORE SALES Price Quality Service Advertisement Schemes TOTAL NO. NO. Table No. :.INTERPRETATIONAccording to dealers. After that Whirlpool and Kelvinator is following them.6 shows Sr.6 INTERPRETATION- 37 . OF RESPONDENTS 27 32 19 13 9 100 PERCENTAGE 27 32 19 13 9 100 Source:-Survey Graph No. LG also leading in the REFRIGERATOR market in Nashik district with 22%.

most important parameter for more sale of Refrigerator is Quality and then Price. Services. Sr.7 shows Major brands of Washing Machine sold by dealers.According to dealers. OF RESPONDENTS 18 11 15 7 21 9 10 9 100 Graph No.Survey 10% 9% 9% LG 18% 11% VIDEOCON SAMSUNG IFB WHIRLPOOL GODREJ 21% 7% 15% KELVINATOR KENSTAR 38 . NO. :-7 MAJOR BRAND OF WASHING MACHINE PERCENTAGE 18 11 15 7 21 9 10 9 100 Source:. Table no. Advertisement and Schemes. 1 2 3 4 5 6 7 8 BRAND LG VIDEOCON SAMSUNG IFB WHIRLPOOL GODREJ KELVINATOR KENSTAR TOTAL NO.

8 shows most important parameter for more sale of Washing Machine Sr. OF RESPONDENTS 26 32 24 10 8 100 PERCENTAGE 26 32 24 10 8 100 Source:.INTERPRETATIONAccording to dealers. after that VIDEOCON and SAMSUNG is leading in Nashik district. Table No.8 INTERPRETATION- 39 . NO.Survey Graph No. 1 2 3 4 5 REASONS FOR MORE SALES Price Quality Service Advertisement Schemes TOTAL NO. LG is leading in Washing Machine market with 18%.

and then prices and services is considered by the customers.According to dealers. Sr. OF RESPONDENTS 25 20 15 10 5 0 C O N G ID A H IL IP S S A N SU I S O N Y IN TE X LG U N EO O N S PERCENTAGE 11 13 10 15 22 12 8 9 100 Source:-Survey 22 15 10 12 8 9 NO. 1 2 3 4 5 6 7 8 BRAND LG VIDEOCON SAMSUNG ONIDA PHILIPS SANSUI SONY INTEX TOTAL NO.9 MAJOR BRAND OF DVD NO. NO. OF RESPONDENTS 11 13 A M ID V S P BRANDS 40 . :. OF RESPONDENTS 11 13 10 15 22 12 8 9 100 Graph No. Table No. the most important factor which affects the sales of washing machine is QUALITY.9 shows Major brands of DVD sold by dealers.

NO. OF RESPONDENTS 21 42 17 8 12 100 PERCENTAGE 21 42 17 8 12 100 Source:. 10 INTERPRETATION- 41 .10 shows most important parameter for more sales of DVD Sr. after that ONIDA with 15% and VIDEOCON with 13% on 3rd position. PHILIPS is the most popular brand in DVD market with 22%.INTERPRETATIONAccording to dealers.Survey Graph No. 1 2 3 4 5 REASONS FOR MORE SALES Price Quality Service Advertisement Schemes TOTAL NO. Table No.

OF RESPONDENTS 7 ID V S K EN B S 42 . OF RESPONDENTS 18 13 15 21 9 8 9 7 100 Graph No. 1 2 3 4 5 6 7 8 BRAND LG VIDEOCON SAMSUNG KENSTAR GODREJ PHILIPS BAJAJ SONY TOTAL NO. Quality is major factor in respect of more sale of DVD.Survey 21 18 13 15 9 8 9 NO. Table No. OF RESPONDENTS 25 20 15 10 5 0 C O N R G O D R E J P H IL IP S G J LG ST A AJ A U N EO AM S O N Y PERCENTAGE 18 13 15 21 9 8 9 7 100 Source:. Sr. NO. 11 NO. and then Services and prices were to be considered.11shows Major Brand of MICROWAVE OVEN sold by dealers.According to dealers.

KENSTAR is very popular brand for microwave oven. 1 2 3 4 5 REASONS FOR MORE SALES Price Quality Service Advertisement Schemes TOTAL NO. KENSTAR is making a huge business as compare to other competitors after that LG and then SAMSUNG. OF RESPONDENTS 21 36 14 17 12 100 PERCENTAGE 21 36 14 17 12 100 Source:. Table No. microwave oven does not have that much demand as compare to other consumer durable product. NO.Survey Graph No.12 shows Reason for more sales of MICROWAVE OVEN Sr. According to dealers. 12 INTERPRETATION- 43 .INTERPRETATIONAccording to dealers.

OF RESPONDENTS 21 18 16 13 11 9 7 5 100 Graph No.13 shows High Profit margin brands Sr. OF RESPONDENTS 25 20 15 10 5 0 AM LG A W U N H G IR LP O V O ID EO L C O N S O N Y G O D R E J P H IL IP K S EN ST A R PERCENTAGE 21 18 16 13 11 9 7 5 100 Source:. 1 2 3 4 5 6 7 8 BRANDS LG SAMAUNG WHIRLPOOL VIDEOCON SONY GODREJ PHILIPS KENSTAR TOTAL NO.Survey NO. Table NO. Quality is mostly affected on sales of microwave oven. OF RESPONDENTS S BRANDS 44 .The most important factor of more sales of microwave oven is QUALITY of the product.13 HIGH PROFITABLE BRAND NO. No.

1 2 3 4 5 6 SUGGESTION FAST AND REGULAR AFTER SALES SERVICE REDUCE PRICES INCREASE DEALER MARGIN ADVERTISMENT AT RURAL AREA IMPROVE QUALITY REGULAR SCHEMES TOTAL Graph No.Survey 45 . Table No. No.14 shows Suggestion from dealers for SAMSUNG to increase the business Sr.INTERPRETATIONAccording to dealers.14 NO. OF RESPONDENTS 31 21 15 13 10 9 100 Source:. if SAMSUNG will change their pricing policy like LG and VIDEOCON then SAMSUNG should be on 1st position. in Indian consumer durable industry LG is leading company because of their low pricing policy and the better quality of product. SAMSUNG is on 2nd position.

Washing Machine. DEALER MARGIN should increase for motivation of dealers. 2. Refrigerator. 46 . Microwave oven. 1 2 3 4 5 6 INTERPRETATIONAccording to suggestion of dealers. Washing Machine. Refrigerator. After that PRICES OF THE PRODUCT should be economic. We came to know while visiting the shop most of the dealers sold entire consumer durable product including C-TV.35 30 25 20 15 10 5 ADVERTISMENT AT RURAL AREA SUGGESTION FAST AND REGULAR AFTER SALES SERVICE INCREASE DEALER MARGIN REGULAR SCHEMES AND LUCKY DRAW 0 REDUCE PRICES IMPROVE QUALITY Series1 Series2 Series3 Series4 Series5 Series6 Series7 NO. DVD. We know that during the survey in consumer durable industry in Nashik district and rural area of nashik district LG is leading in Colour television. AFTER SALES SERVICE is most important factor which is helping to the SAMSUNG for increase the sales. FINDING 1.

Philips is most popular brand for DVD. 8. 12. 47 . According to Survey. While visiting the shop we know that LG is gives high profit margin as compare to other competitors. While visiting the shop dealers suggested that after sales service is most important factor which contributes towards the sales of Consumer durables. Kenstar is most preferable brand for Microwave oven because of their quality. 10. We came to know that while visiting the shop. While visiting the shop we came to know that quality is most important parameter which is affect on more sales of Washing Machine. Study shows that quality is most important parameter for more sale of colour television and then price is considered by consumers. 9. Maximum rural area is covered by the VIDEOCON because of their low price products. 7. All the dealers were not satisfied with the profit margin. 4. Study shows that quality of the product is most important parameter for Refrigerator then price is considered by consumers. SAMSUNG product is costly as compare to LG and VIDEOCON. 5. 11.3. 6.

• If the SAMSUNG Ltd. SUGGESTIONS &RECOMANDETION • Company should improve the after sales service of products as it is the main factor for the sales of consumer products. t-shirts for making brand 48 . reduces their product price like LG and VIDEOCON then SAMSUNG will take over the LG in all categories. • Company should distribute free key chain. LG and Videocon is the main competitor of SAMSUNG. calendar.s 15. 17. Sales promotion scheme were sufficient.13. We came to know while visiting the shops that there was big problem of after sales service. Advertising of SAMSUNG CTV is more effective as compare to the competitors. Many dealers were facing the problem of after sale service because there is no follow up calls from SAMSUNG. Demo calls also not done properly. 16. 18. popular among people. 14.

• Demo calls as well as follow up Help Company to maintain customer relationship and hence the company should focus on these aspects.• Company should introduce low price and low power consumption Refrigerator for acquiring the middle income group. • • Prompt of service in time. should try to trap the rural market. Advertisements of the company’s products should focus on quality rather then price. 49 . • • Company should target upper middle class or premium class customers. • • • SAMSUNG ltd. SAMSUNG ltd. Establish the service center as per taluka place. should concentrate on after sales service. Company should introduce low cost products to satisfy the needs of low or middle class. SAMSUNG ltd. • Dealer desire more advertisement to be done through local newspaper and cable TV ads. To make consumers aware about the product.

the said organization needs to enter the rural market in order to completely establish itself all over.Conclusion • With respect to the above study and the findings thereby. • With few more concerted efforts. the company has definitely entrenched into the urban market. 50 .

of company’s product you sold from your shop? □ONE_______________________________________________ □TWO_______________________________________________ □THREE_____________________________________________ 51 . With Special reference To Nashik district. Name of shop: Address: Contact no. Questionnaire Study of Consumer Durable Market for SAMSUNG Electronics Ltd.ANNEXURE A.: 1) Which is consumer durable product you sold from your shop? □C-TV □Refrigerator □Washing Machine □DVD □Microwave 2) How many no.

□FOUR______________________________________________ □FIVE_______________________________________________ □SIX________________________________________________ 3) Which is major brand of Colour-Television you sold from your shop? □SAMSUNG □LG □ Videocon □ Onida □ Sansui 4) What is the important parameter for more sales of Colour-Television brand? □Price □ Quality □ Services □ Advertisement □ Schemes 5) Which is major brand of Refrigerator you sold from your shop? □ Godrej □ Whirlpool □ Kenstar □ SAMSUNG □ Videocon □ Kelvinator □ LG 6) What is the important parameter for more sales of Refrigerator brand? □ Price □ Quality □ Services □ Advertisement □Schemes 7) Which is major brand of Washing Machine you sold from your shop? □ IFB □ Whirlpool □ Kenstar □ LG □ SAMSUNG □ Videocon □ Kelvinator □ Godrej 8) What is the important parameter for more sales of Washing Machine brand? □ Price □ Quality □ Services □ Advertisement □ Schemes 9) Which is major brand of DVD you sold from your shop? □SAMSUNG □ LG □ Videocon □ Sansui □ Philips □ Intex □ Onida □SONY 10) What is the important parameter for more sales of DVD brand? □ Price □ Quality □ Services □ Advertisement □ Schemes 11) Which is major brand of Microwave you sold from your shop? □SAMSUNG □ LG □ Videocon □ Kenstar □ Godrej □ Philips □ Bajaj □SONY 12) What is the important parameter for more sales of Microwave brand? □Price □ Quality □ Services □ Advertisement □ Schemes 13) Which company’s product you give high profit margin? 52 .

1 2 3 4 5 6 7 8 9 10 11 LIST OF DEALERS:Name of the Counter Manoj Electronics Boathara Electronics Hari-Om(Next) Sai-Sakshi Electronics Sushil Electronics Jupiter Appliances Shubham Electronics Kirti Electronics Pankaj Electronics Gulzar Electronics New TV Center Name of Dealar Manoj Kumat Subhash Bothara mahesh Umesh Shinde Pravin Lodha Bharat N.D. Sr.□SAMSUNG □WHIRLPOOL □LG □GODREJ □VIDEOCON □PHILIPS □SONY □KENSTAR 14) What are your suggestions for SAMSUNG to increase the sales? _________________________________________________________________ _________________________________________________________________ _ B. Sanjay Sanghvi Sumit Kochar Amol Sangvi Contact No. no. 9822312422 0253-2463049 9422259994 0253-2454242 0253-2467523 0253-2462212 9422271504 9860666696 9890906662 2491927 2492700/2491 800 LOCATION Nasik Road Nasik Road Nasik Road Nasik Road Nasik Road Nasik Road Nasik Road Jail Road Jail Road Deolali Camp Deolali Camp 53 .

khambekar vaibhav 9763326097 9422757951 265970 9850030301 _ 9975701761 Trimurti Chowk. Nasik Canada Corner.lodha p. Nasik Pimplegaon M. Banwarilal Marketing Uttam Electronics Swastik Ref. Nasik Canada Corner.wani s.road Pavan Nagar.G. Nasik Dindori Road. Nasik Ganesh chowk Yeola Yeola Yeola Yeola Yeola 54 . Nasik MG Road.bojwani s.road Nampur Nampur uttam nagar Trimurti Chowk. Nasik Malegaon Stand.s. Nasik 32 33 34 35 36 37 38 Bhavsar Electronics Lakshmikrupa elec. Nasik Canada Corner. Nasik Canada Corner. Atul Electronics Jai Durga Rashmi Electronics Khambekar Vaibhav Electronics Ravi Bhavsar Nilesh Mane atul lute _ s. Joshi Bros. Parakh Appliances Prince Electronics Shivam Electronics Krushna Electronics Parakh Electronics Mayur electronics Parakh elec. Nasik Dindori Road.12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 Ashoka Electronics Patwa Electronics Shivam Electronics Sai-Parth Electronics H. Nasik Dindori Road. Adarsh Electronics Yogesh Electronics Electronics Corner Sai Elect. Nasik Tilak Road.G.lodha Thete narendra parakh Pramod Patil Chandrakant Savant Genmal Lodha Nandlal Parakh Anil Choudhari parakh Rajendra Rathi 0253-2512323 9272702661 9923680046 0253-2532090 0253-2310438 0253-2577563 0253-2574700 2317434 2504722 2573610 2511654 9371030880 2580229 9423934057 234419 0253-2372269 9225128158 9371528872 2580229 9422763842 Dindori Road. Jagdish Electronics Jitendra Gujrani Rushabh Patwa Narendra Deore Jayant Deopurkar Chandubai Joshi Basant Hisaria Uttam Hisaria s. Nasik uttam nagar M.

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