A

PROJECT REPORT ON

MARKET ANALYSIS OF LG CONSUMER DURABLES &
DEALER DEVELOPMENT

For LG Electronic Pune Limited

Submitted By Pankaj kumar srivastava

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Acknowledgement
It is indeed of great moment to pleasure to express my senses of per found gratitude & indebtness to all the people who have been instrumental in making my tanning a rich experience. I got the opportunity to do a challenging project in LG ELECTRONIC PUNE (INDIA) The project is the important part of our study and gives us a real practical exposure to the corporate world and it is almost impossible to do the same without the guidance of peoples in and around us. Specifically the summer training of from 2nd of May to 2nd of July that is

generally termed as the partial fulfillment of our pgp program holds extreme importance for our whole career. Similarly while doing the topic “Market Survey on LG consumer durables & dealer development as a summer trainee I took many my projects in help. It gives me immense pleasure to acknowledge LG ELECTRONICS INDIA Ltd., which has been nice enough to give me a chance to do my summer training and providing me wonderful support through out my training period and afterward. I am thankful to MR. Sataya mohenty marketing manager Pune for allowing me to do my research in his office by knowing my interest in doing research on LG consumer durables and dealer development research.
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I am grateful for his exceptional support for my study throughout these eight weeks. I have learned the meaning of marketing and professionalism from this great personality. I also thank to I would like to take this opportunity to extend my heartfelt gratitude to: Mr.K.R SINGH (Branch Manager) Mr.Rohan Laddha (Area sales manager) Mr.Mandar Damle (Logistic head)

I am also grateful to the Asmita Sawant, RSO, Shop manager, and the Distributor I worked with. The entire experience has been very encouraging and will certainly help me stand in good stead throughout my Career in Future.

I also thanks to my project guide Mr. M.K. GANDHI for his guidance during my project. I also thank to my college director Mr. DIVAKARAN for giving me chance to get such an experience and giving me chance to get an industrial experience.

Pankaj kumar srivastava

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DECLARATION I will take pleasure in declaring that the project work that is undertaken by me is an original and authentic work done by me. at PUNE for two months of training from 2nd of May to 2nd July 2008 Pankaj kumar srivastava 4 . This project is being submitted I partial fulfillment for award of degree of Post Graduate Diploma in Management from INDIRA SCHCOOL OF CAREER STUDUES. The content of this report is based on the information collected by me during my tenure at LG Electronics Ltd.

The rising income levels double-income families and consumer awareness are the main growth drivers of the industries. is investing Rs 360 crore on brand-building and other marketing initiatives and around Rs 140 crore on research and development. 5 .Executive summary Indian Consumer durables market used to be dominated by few domestic players like godrej Voltas allwyn and kalvinater. Consumer durables major LG Electronics India Pvt Ltd (LGEIL) will invest nearly Rs 500 crore in India this year in research and development. REFRIGRATOR. brandbuilding and other marketing initiatives.The CTV segment is expected to the largest contributing segment to the overall growth the industry. although the penetration level is much lower . The company. AIR CONDTIONERS AND WASHING MACHINE India being the second largest growing economy with huge consumer class has resulted in consumer durables as the fastest growing industries in India LG.500 crore and market share of 26 per cent. SAMSUNG the two Korean companies has been maintaining the lead in the industries with LG being leader in almost all the categories. The rural market is growing faster than the urban market. But post liberalization much foreign company have entered into Indian market dethroning the Indian player and dominating Indian market the major categories in the market CTV. having a turnover of Rs 9. besides launching new platforms in information technology and related areas.

for which IT infrastructure has been set up.LG’s innovative ‘211 campaign’ to provide quality after-sales service. includes the company’s response to customer complaint within two hours. will also be expanded from the existing 22 to 40 cities by next month. 6 . The campaign. The fixing time for complaints varies from one hour to a maximum of 24 hours.

This project helps me to know the market practically. Find out the distributer name from whom they purchasing their product and also weather they have direct dealership and which brand.Scope of project This project gives me great exposure to the consumer durable market because it includes product knowledge and the filed job in which I have visited the store comes under the region of Pune. LG always insist the 50% display share of LG product because LG believes that “JO DIKHTA HAI WO BIKTA HAI”. My job include while visiting the shops 1. 5. Check the availability of LG catalogue and the POPs in the store. Check that demo calls are attended or not 7 . Find out the problems that the dealer are facing while sailing the LG product. 6. 2. Calculate the display share of the LG product in every shop which comes under Pune region. During this project I also took part in the exhibition of LG which held for the purpose branding and awareness of LG product. 7. My job was during this project to see the market share and also the display share of the LG product in the store. 3. Collect the data of actual monthly sale of the LG product in every shop. 4. Find out the costumer response for the LG product by asking the owner of the shop.

4. Many dealers were facing the problem of after sale service because there is no follow up calls from LG. It helps us to know that weather dealer is capable of being a direct dealer of LG or not and it also helps to find out the new dealer who are capable of being the dealer of LG. Demo calls also not done properly.Key findings:1. 3. By calculating the display share we found that in most of store LG has 50% display share almost all categories. We also came to know while visiting the shops that there was big problem of after sale service. 6. 2. 8 . 5. By the actual monthly sale of particular store we came to know the capacity of the store and how much product can they sale.

It is growing very fast because of rise in living standards. the demand for consumer durables has increased significantly. easy access to consumer finance. after the liberalization. and Voltas were the major players in the consumer durables market. air conditioners. and hold over wide distribution network. Daewoo. Godrej. However. these players control the major share of the consumer durables market. as many foreign players are entering in the market With the increase in income levels. increase in consumer awareness. Products like washing machines. Allwyn. Consumer durables market is expected to grow at 10-15% in 2007-2008. and wide range of choice. and introduction of new models. Then. there are still very few players in categories like vacuum cleaners. MNC's major target is the growing middle class of India. easy availability of finance. Today. The market share of MNCs in consumer durables sector is 65%. MNCs offer superior technology to the Consumers whereas the Indian companies compete on the basis of firm grasp of the local market. Whirlpool. and intense competition. Samsung. the penetration level of the consumer durables is still low in India. color televisions (CTVs) are no longer considered luxury items. discounts. and Aiwa came into the picture. foreign players like LG. Sony. 9 . their well-acknowledged brands. However. only a few companies like Kelvinator. and dishwashers Consumer durables sector is characterized by the emergence of MNCs. exchange offers. accounting for no less than 90% of the market. microwave ovens.INTRODUCTION Before the liberalization of the Indian economy.

air conditioners.400US$21. 10 . 2. washing machines. heaters. refrigerators. And there are 6 million rich household in India.Classification of consumer durables sector 1. who are earning us$4. vacuum cleaners. Moulded luggage include plastics 4. portable audio. cameras. There are 56 million people in middle class. 3. personal care product etc. The upper-middle and high-income household in urban areas are expected to grew to 38.2 million in 2007 as against 14. Tumble dryer. Mobile phones Scope 1. color television (CTVs). Indian consumer durable market is expected to reach $400 billion by on 2010 India has the youngest population amongst the major countries. India is the 4th largest economy in the world and overtake Japan in the near future become the 3rd largest. 3. non-kitchen appliances. 4. Hi-Fi. Consumer electronic include vcd/dvd. home theatre. White goods include dishwashers. kitchen appliances. music player. microwaves. built-in appliances. camcorders. 5.6 million in 2000. In term of purchasing power parity (ppp). etc 2. Clocks and watches 5. There are lot of people in the different income categories nearly the two third population is below the age of 35 and nearly 50% is below 25.800 a year.

2. China and from other Asian countries. Unexploited rural market. 5. Cheap imports from Singapore.Opportunity 1. In India the penetration level of white goods is lower as compared to other developing countries. 4. Increase in income level.e. 3. Rapid urbanization. Easy availability of finance.increase in purchasing power of consumers. i. Threats Higher import duties on row materials. 11 .

The company. The market share of MNCs in consumer durables sector is 65%. having a turnover of Rs 9. discounts. exchange offers. and intense competition. MNC's major target is the growing middle class of India. 12 . SAMSUNG the two Korean companies has been maintaining the lead in the industries with LG being leader in almost all the categories.500 crore and market share of 26 per cent. is investing Rs 360 crore on brand-building and other marketing initiatives and around Rs 140 crore on research and development.Brands in consumer electronic sector MNCs LG SAMSUNG HYUNDAI TCL HAIER PHILIPS PANASONIC SHARP HITACHI SANSUI AKAI AIWA WHIRLPOOL ELECTROLUX NATIONAL ) ) ) ) ) ) ) ) ) ) KOREA CHINA HOLLAND ) JAPAN ONIDA VIDEOCON BPL GODREJ VOLTAS IFB REGIONAL BUSH CROWN SALORA T-SERIES WESTON BELTAK OSKAR ) TODAY Consumer durables sector is characterized by the emergence of MNCs. besides launching new platforms in information technology and related areas. MNCs offer superior technology to the LG.

LG Electronics controls 110 local subsidiaries in the world with around 82.LG Electronics is one of the leading companies in the field of electronics with a global presence in many countries. LG India 3. TVs. The current "Life's good" slogan is a backronym. In 1995. and acquired Zenith Electronics of the United States. washing machines. while electronic products were sold under the brand name of Gold Star. Before briefing. 13 . producing radios. 1. household products were sold under the Brand name of Lucky. The LG Group was a merger of two Korean companies.000 executive and employees. As a result. LG Global 2. and air conditioners. . LG Pune History of company The company was originally established in 1958 as Gold Star. refrigerators. Before the corporate Name change to LG. Global Operation LG Electronics is playing an active role in the world market with its assertive global business policy. I have divided the introduction part into three main sub parts. from which the abbreviation of LG was derived. Lucky and Gold Star. The Gold Star brand is still perceived as a discount brand. Gold Star was renamed LG Electronics.

LG. 2. (d) Cellular Phones Digital appliance a) Air Conditioners. d) Washing Machines. (c) 3G Handsets. e) Vacuum Cleaners.LG Group 1. (b) GSM Handsets. f) Home Net. 6. g) Compressors for Air Conditioners and Refrigerators 14 . 3. 4. c) Microwave Ovens. 5. b) Refrigerators.Philips LCD LG Chemical LG Telecom LG Powercom LG Twins LG Dacom Business areas and main products Mobile communications (a) CDMA Handsets.

Digital display a) b) Plasma TVs. Micro Display Panel TVs. j) New Karaoke Systems. d) CD±RW. Monitors. Flat Panel Computer Monitors c) d) e) f) g) h) Digital media a) Home Theater Systems. g) PDAs. h) PDA Phones. OLED Panels. e) Notebook PCs. PDP Modules. USB Memory. LCD TVs. b) DVD Recorders. k) Car Infotainment 15 . i) MP3 Players. c) Super Multi DVD Rewriters. f) Desktop PCs.

Fun workplace 16 . Market leadership. “we” not “I”. People leadership” CORPORATE CULTURE No excuse.VISION Global Top 3 by 2010 Global Top 3 Electronic/Telecommunication company GROWTH STRATEGY “Fast innovation. Fast growth” CORE COMPETENCY “Product leadership.

"Life's Good" set in Charlotte sans typeface curved around the LG symbol. The consistent usage of this signature clearly establishes the unique identity of the company and unifies every division and product from LG Electronics across the globe.SLOGAN "Life's Good" represents LG's determination to provide delightfully smart products that will make your life good. The curving of the slogan reinforces LG's personality and uniqueness. and the slogan. 17 . seal. The LG Electronics Life's Good signature consists of the LG logo.

The one eye on the symbol represents “Goal-oriented. The stylized image of human face in the unique LG red color. The stylized image of a smiling face in the symbol conveys “Friendliness and Approachability”. youth. The circle symbolizes The Globe. 18 .THE SYMBOL The symbol of LG is the face of future. 1. Promises. The symbol consists of two elements.LG philosophy is based on humanity. The logo in LG gray 2. Focused & Confident”. Red color represents our friendliness and gives a strong impression of LG’s commitment to deliver the best. humanity & technology. It expresses “Brand’s Value. The slogan of LG is “Life’s Good”. It also represents LG’s efforts to keep close relationship with our customers around the world. Benefits. future. Personality. The letter “L” and “G” in a circle symbolizes world.

19 . Such a relationship is transformed into a value-creation relationship whereby both parties endeavor to address mutual problems and create new values together." in which companies with different infrastructures cooperate in the fast-developing 21st century business field. LG Electronics is striving to become number one in the world by mingling in various business and technological fields and making strategic alliances with world famous companies. STRATEGIC ALLIANCE LG Electronics is making technical advances and identifying business opportunities through various associative relationships with some of the world's leading companies. This culture is necessary for LG Electronics as it strives to become one of the world's top companies. is of key significance in terms of strengthening the existing industry and creating a new one. but in a horizontal one. "Strategic association between corporations. This illustrates that management and workers are not in a vertical relationship.THE PARTNERSHIP LG Electronics chooses to promote harmony and build constructively on a labor-management relationship rather than an employee-employer relationship.

SUN 3. 11. INTEL NORTEL HITACHI PRADA RENESAS TOSHIBA BESTBUY 20 . 12.LG Electronics will do its best to create new products and services with an open mind. 15. 1. HP 8. 14. MICROSOFT 7. TOYOTA 6. 13. YAHOO 4. 3M 2. PHILLIPS 5. GE 10. GOOGLE 9. while developing new technologies and business fields through various associations with some of the world's most successful companies. 16.

Yahoo mobile services will be available from LG mobile. 4. map. 2007 LG Electronics and Yahoo formed a strategic alliance.And the number follows many more…………………………. institutive functionality and exceptional performance. and blogs.) LG BRAND IDENTITY:The brand of LG is delightfully smart. and offer LG mobile phones with Google services (search engine. market. This service is targeting 10 million LG mobile phones in over 70 countries. The brand platform:The LG brand is composed of four basic elements – 1. Value Promise Benefits Personality 21 . 2007 LG Electronics and Google formed a strategic alliance. email. 3. In Feb. In Mar.. 2. LG strives to enhance the customer’s life and lifestyle with intelligent features. Both companies will work together to release.

People Passion The benefits that are consistently delivered to the customer includes Reliable products Simple design Ease of use Extraordinary Experience Personality describes the human characteristic that are expressed to the customer through Trustworthy. Friendly 22 . Considerate Practical. d. a. Innovation. Trust.The Brands core Value that never changes. b. c.

There is transparency between the work and mutual understanding between all the employees. Growth According to LG. Learning Culture 2. A carrier is highly growing in LG and one who is the employee can develop their carrier largely. The company is growing with fast innovation and the BLUE Ocean strategy is one of the examples of growth. Mission 23 . A Carrier 4.The Internal Culture of LG: LG practices four cultures 1. A new comer will feel fully comfortable in the company and for a new comer the company is very helpful in the overall growth of personality. the Learning Culture continuously helps the employee to learn more and more to develop the habit of continuous learning. Boundary less Environment means that there is no difference between the levels of employees. Growth in LG is very high for those who are in the company and for those who want to join in LG. Boundary less Environment 3.

Conventional Installation 4. Product Leadership We are focusing on six development areas to become the product leader. New Machine 2. The fundamental policy of development is to secure product leadership that the Customers may have the utmost satisfaction.The mission of LG is to provide the customers with utmost satisfaction through leadership. Environment Friendly Product 5. 1. Reliability 3. Low Noise & Vibration 6. Energy Saving Quality Innovation 24 .

LG proceeds in a hierarchal manner. From top to bottom: No.Creating value for customer Code of conduct of LG: 25 . c) Equal opportunities d) Equal Treatment Management Principle .1 LG – is the VISION “Jeong-DO” Management is LG’s unique application to ethics. It is named as “LG WAY”. A) Honest with our customer b) Providing great values to customer through constant innovation & and development. LG will succeed through fair management practices and constantly developing our business skill.The policy of quality assurance is to provide customers with utmost satisfaction by supplying zero defects.

• • • • 2 • • 3 • Responsibility and obligations to customers : Respect for Customers Creating Value Providing Value Fair competition Pursuit of Free Competition Compliance with Laws and Regulations Fair Transaction : Equal Opportunity • Fair Transaction Procedure • Support and Aid for Business Partners 4 Basic Ethics for Employees • Basic Ethics • Completion of Duty • Self Development • Fairness in Performance • Avoidance of conflict with company interest 5 • • • 6 • • • • Corporate Responsibilities to employees Respect for human dignity Fair Treatment Promoting Creativity Responsibilities to society and country Rational Business Development Protection of stock holder interest Contribution to social development Environmental Conservation 26 .1.

in 1998. a wholly owned subsidiary of LG Electronics. This facility manufactured Color Televisions. LG Brand Shoppe goes beyond the concept of a normal exclusive store by having a more interactive environment and additional lifestyle orientation on display so that the customer can actually experience the LG products in his or her own home settings. Udyog Vihar. consumer durables leader with 27% market share. Kasna Road. LG Electronics India Ltd (LGEIL). ''Company is setting up a chain of exclusive premium showrooms. Ltd.LG INDIA: LG Electronics India Pvt. 27 . with an investment of Rs 500 Crores. Washing Machines. India. LG set up a state-of-the art manufacturing facility at Greater Noida.. is planning a brand new image. The exercise will cost the company Rs 360 crore. company will roll out a new marketing strategy. LG plans to launch 60 premium Brand Shoppes by the end of the first quarter of this year. near Delhi. Greater Noida. To attract inspirational and young consumers across India. of which 45 are shoppes and 38 are exclusive stores. LG has a total of 83 LG stores across the country. Brand shoppes will be placed in the premium segment and the target audience will comprise buyers interested in premium and high end products. LG corporate office is located at Plot no.51. At present. AirConditioners and Microwave Ovens. South Korea was established in January 1997 after clearance from the Foreign Investment Promotion Board (FIPB).

air conditioners and other household goods in the Indian market was to the tune of 95 billion rupees ($2. LG Electronics. We at LGSI focus on niche technology areas such as mobile application development. 28 . has said that it expects the sale of its products in India to up by 15 per cent in 2008. home appliances. As per Shin's estimate. Motivated by a passion for technology. India churns out six (6) per cent of LG Electronics global revenues of $42 billion. LG Electronics Inc. Prominent consumer electronic company. we are determined to see LG become one of the top three brands globally. LG Electronics is continually providing. LGEIL is celebrating the 11th anniversary this year. and computer peripherals industry today. The Indian branch of LG exports to 40 countries. Moon Bum Shin. In order to achieve its target.8 billion rupees for investment purpose in India this year. The said money will be used to market as well as manufacture new products.4 billion) in 2007. superior technology products & value for money to more than 50 lakh households in India. Shin said LG Electronics will concentrate on catering to the high-end consumer market which will help boost sales this year. LG Soft India the innovation wing of LG Electronics in Bangalore is LG Electronics' largest R&D centre outside Korea. which is originally a South Korean Company with branch in India.LG Electronics India is the fastest growing company in the consumer electronics. color televisions. managing director of LG Electronics India has said that the company has earmarked 4. digital video broadcast and biometrics software and support LG Electronics with our expertise. the sales in 2008 would be around 110 billion rupees. informed that its sales of GSM mobile phones. a strong work culture and loyalty to the organization.

India challenges The challenges faced by LG when entered in Indian market 1. Compitition from local market players and other MNCs in consumer durable segment. Launch new technologies in consumer electronic and home appliances. 4. Panasonic entered in 1995 in India). LG has differentiated its product using technology and health benefits. 3. LG was the first brand to enter in cricket in big way a way. CTV has “Golden eye technology” Air conditioner has “Health air system” and microwave ovens have the “Health wave system”. One of the last MNCs entered in India (Samsung. Price sensitiveness of the Indian consumer LGEI over comes these challenges to emerge as Innovative marketing strategy 1. by sponsoring the 1999 world cup followed it up in 2003 as well. 2. High import duty 4. 2. LG brought in four captains of the Indian cricket team to endorse its products. 29 . LG invested more then US$ 8 million on advertising and marketing in this sport. Low brand awareness about LG in India. 5. 3.

class market. LGEI implementing the “Digital manufacturing system” (DMS) as the cost cutting innovation this system is follow-up to the six sigma exercise LGEI had initiate earlier. Regional channel and wide distribution network 1. LG also follows the stock rotation policy rather then dumping stock on channel partners. This has resulted in quicker rotation of the stock and better penetration into B. R&D potential LG has the research and development facilities in Bangalore and Pune. D. All the distributers work directly with the company. 2. Both the unit carry out R&D department for the domestic as well as the parent company it also dose customize R&D for the specific countries to which it export product. This has helped LGEI to reduce cost. C. LGEI had already commissioned contract manufacturing at Mohali Kolkata and Bhopal for CTVs. LG has adopted the regional distribution channel in India.Local and efficient manufacturing to reduce the cost To overcome high import duties LG manufactures TV refrigerator in India at manufacturing facility at Noida and Pune. Product localization:30 .

C and D class markets. Local and efficient manufacturing to reduce cost .LG Electronics has awarded a contract to develop IT solutions to LG Soft India (LGSI).This has resulted in quicker rotation of stocks and better penetration into the B. LG came out with Hindi and regional language menus on its TVs. CRM and IT-enabled services for LG. 2. Delhi. Commissioned contract manufacturing at Mohali. 5. LG manufactures PC monitors and refrigerators in India at its manufacturing facility at Noida. 3. 6. 31 . Kolkata and Bhopal for CTVs. Regional distribution model . Leveraging India’s IT advantage . SCM. LG was the first brand to introduce gaming in TVs in continuations of its association with cricket LG introduce cricket game in CTVs MAJOR KEY SUCCESS FACTORS 1. Innovative marketing . Product localization is the key strategy used by the LG 2.Product localization is a key strategy used by LG. It came out with Hindi and regional language menus on its TV. 4. 3.To overcome high import duties. 4. by sponsoring the 1999 World Cup and followed it up in 2003 as well.1. The project involves development and support for ERP. Product localization .LG was the first brand to enter cricket in a big way. Introduced the low-priced “Cineplus” and “sampooma” for the rural market.

Customer is the king 7. Foster working environment-5S Environment 2.Display share of 50% -to get 50% consumer share. Fast execution is key to success 3. 9. 30% Office). Even Billing –Road to ach supplier A 8. Transparent and fast communication-open communication 4. Plan and Execute annual marketing Calendar-Time to market 10.Strategies adopted by the organization LG follows 10 commandments which are as follows. 32 . 1. Win –Win relationship with the trade partners 6. Be in touch with the market (70% Market. Update market -knowledge –Demographics 5.

LG market share of consumer appliances and consumer electronic:LG position of CTV in various states in India LG position of REF in various states in India 33 .

LG position of WM in various states in India LG position of AC in various States in India 34 .

LG position of Audio & Home Theater in various in India LG position of DVD in various in India 35 .

This analysis represents the LG market position during the period of March 2008. The said money will be used to market as well as manufacture new products. I select different brand in different category as per the market share and the demand of product in market. 36 . Prominent consumer electronic company. Moon Bum Shin.8 billion rupees for investment purpose in India this year. managing director of LG Electronics India has said that the company has earmarked 4. LG Electronics Inc. It shows that LG has captured maximum market share almost in every category. LG and Samsung have the maximum market in consumer durable market but LG dominate the almost all the category in consumer durable. has said that it expects the sale of its products in India to up by 15 per cent in 2008.LG position of MWO in various states in India This analysis is based on the ORG survey conducted by LG which represent the LG position of different consumer durables in various states in India.

In order to achieve its target. 37 . India churns out six (6) per cent of LG Electronics global revenues of $42 billion.LG Electronics. Shin remarked that the company was targeting an increase of exports to $300 million in 2008 from $230 million in 2007. As per Shin's estimate. The Indian branch of LG exports to 40 countries. Shin said LG Electronics will concentrate on catering to the high-end consumer market which will help boost sales this year. color televisions. air conditioners and other household goods in the Indian market was to the tune of 95 billion rupees ($2. .4 billion) in 2007. the sales in 2008 would be around 110 billion rupees. informed that its sales of GSM mobile phones.

In 2004 LGEIL opened second factory which is located in Ranjangaon. It is located in J.LG PUNE LG Pune is the branch office of LGEIL. installs a new GSM handset production line in the new Pune plant and uses it as its second-largest global GSM handset production line after the Qingdao plant in China.LGE announced 3 growth strategies aimed at the 1. Middle East and Africa markets by 2007. Pune.1 billion people of India making the Indian market the second largest global production base following China. and expands the current 750 R&D staff in India to 1. October 6. 2004 -. Under this strategy LGE has projected 2007 revenues in India will exceed US$10 billion. in addition to the existing northern plant. The company aims to touch an export turnover of $3 billion by 2010 from India. This plant manufactures all product including DVD writers and GSM mobiles.500 by 2007. which will contribute to 30 per cent of the Indian arm's turnover. 38 . India. catering to the Middle East and African markets. The three strategies for the Indian market that the global electronics giant disclosed.M Road. the second largest city in India. 10 times that of 2004. striving to develop premium products and export 30% of India-manufactured products to Asia. Thus it became first company to manufacture DVD writer in India. included: penetrates the south-western market of India through the new Pune plant near Mumbai. The ODP plant aims to reach a manpower base of 1500 people and an investment of Rs 300 crore till 2010. LG India will become the export hub for LG Worldwide.

washing machines. and the company expands it to become a global GSM handset production base with a capacity of an annual 10 million units by 2010. as its main production bases. monitors. the company is pushing to penetrate the global home appliance market. Through these strategies. Korea.000 TVs and one million refrigerators a year.5 lakh units a year in the near future. The Pune plant in addition to its current manufacturing facility at Greater Noida will enable the company to enhance its consumer reach and reiterate it’s commitment towards providing superior technology products to the India consumer. In connection with its three growth strategies for the Indian market. by 2005. This way. Specifically. Also. The Pune GSM handset line envisages a capacity of manufacturing 2 million handsets annually. and electronic ovens. India covers a total area of 211. another US$43 million in establishing the GSM line.LG Electronics’ second new plant in Pune.200 square meters and is currently equipped with a production line to manufacture 600. The company is set to add production lines of air conditioners. LG Electronics will invest a total of US$150 million in establishing facilities and boosting R&D efforts in India by 2007. it will invest US$53 million in the Pune second plant. and US$54 million in securing R&D manpower and boosting other efforts. while operating its plants in Changwon and Gumi. The present capacity of the facility is of 1 lakh unit per year and it shall cater to the need of the domestic markets. 39 . LG Electronics aims to penetrate the global market by using China and India as its core production bases. LG Electronics is poised to install a GSM handset production line in the new Pune plant by early next year. LG plans to upscale its operations to a figure of 2.

In addition. Haryana & Rajasthan respectively. Next year. Maharashtra & Goa and Punjab.The key strategies being implemented include increasing the number of its regional offices from six to eight. it has split one of its northern regional offices by making Uttar Pradesh a separate region after spinning it out from Delhi NCR. one comprising the states of Tamil Nadu and Kerala and the other consisting of Andhra Pradesh and Karnataka. LG had a marketing budget of Rs 320 crore in 2007 with a 60:40 split in favor of below-the-line activities. LG is also repositioning its marketing spends. In the coming year. The other four regional offices take care of East. resulting in a significant increase in its mass media expenditure for better brand visibility. Gujarat and Madhya Pradesh. the company plans to increase the share of mass media even as overall marketing spends would be raised by just about 1015%. 40 . LG has split its southern regional office into two.

and area sales manager of CE.LG Pune is the branch office of LGEIL.Z .M C A C A .M Road. HA separate for GSM.M A c c ou nt S R . The organization structure is –one branch manager.ML .M A C M M . HA and separate for GSM.B S I ASI M . Marketing manager for CE. T. B.It is located in J.D A . G I. A M G S M S I G S M S I G S M A T B B AM D PT 41 .The Pune branch has warehouse at wagoli. one chief accountant.H .

For dealer relationship they arrange dealer meting at several time in LG divide dealer in gold silver etc. Discount at festival time. 8. 5. 7. 2. 42 . category to know the They have their sales persons at various sub dealer store and at LG also uses the radio FM for the promotion activities. For the marketing of the products a number of activities are followed 1. mordent trade store for particularly for the promotion of the LG product.Distribution and Marketing The company has number of dealers and warehouses. banners are used so as to grab the attention of Day to day advertisement in leading newspaper. Society and college activities are conducted. the costumers. They have LG exclusive shopee. Posters. 3. Exhibitions are conducted from time to time. 4. Hoarding. Also provide capon and scratch card for festive season. 6. the year performance of the dealers. 10. 9.

It is difficult to accomplish any marketing or manufacturing without logistical support. energy. from the source of production to the marketplace. implements and controls the efficient. material handling. It involves the integration of information. information. inventory. services. Right Time 2. and finished inventories where required at the lowest cost possible. Right Handling 43 . and other resources like products. Logistics Management is that part of the supply chain. and packaging. Right Condition 4. Right Cost 5. services and related information between the point of origin and the point of consumption in order to meet customers' requirements. work in process. The operating responsibility of logistics is the geographical repositioning of raw materials. Right Place 3. effective forward and reverse flow and storage of goods. and people. which plans. transportation.The logistics (Supply Chain Management) Visit to warehouse of LG Pune at Wagoli Logistics is the art and science of managing and controlling the flow of goods. warehousing. 5R’s of Logistic followed by LG: 1.

Mother Warehouse 2. or sometimes are loaded directly from railways. Spare part warehouse The mother warehouse is that where the products from the factory are kept and from that warehouse. wholesalers. Pune 2. transport businesses. They come equipped with loading docks to load and unload trucks. There are three types of Warehouse1. This region has following 1. customs. which are usually placed on ISO standard pallets loaded into pallet racks. etc. Sholapur 4 Satara 5 Sangli The LG Factory is located at NOIDA & PUNE. Branch Warehouse 3.LG Pune Distribution LG Pune comes under the western Distribution Region. the products are sent to the branch warehouse. importers. A warehouse is a commercial building for storage of goods. Warehouses are used by manufacturers. 44 . They are usually large plain buildings in industrial areas of cities and towns. airports. exporters. They also often have cranes and forklifts for moving goods. or seaports. Kolapur 3.

Simplification 5. Loc 4 . Self. which the LG strictly follow. Loc 1.Loc6. Sorting 3. 1. Loc 2. Loc 7 Loc 1 – selling Loc 2 .insurance claim Loc 4 .court case material Loc 7 . Sweeping 2.second sale Loc 3 .discipline 45 . In warehouse 7 locations is set up for the products. It is 13670 sq.for repair 5’s of warehouse. Loc 5 . Systematic Arrangement 4. Loc 3.The Pune warehouse is located near Wagoli. feet in area.write off material Loc 5 – destroy the item Loc 6 .

– 48 hrs. Beyond 200 km. we have the following process. which the logistic department follows to fulfill the demand in the market at right time. allow this to move in market Distribution Time:• Local delivery • Within 200 km. • – 4 hrs. which is followed in logistic through ERP. 2. 3. The above distribution time is the time of delivery of products from warehouse to the market place. In LG. Yellow Card – After the product labeled with green. the products are pinup with 3-color paper to get the knowledge about the delivery.In warehouse. Green card – To allow the product for delivery in market. Red Card – To stop the product going into market. 1.12 hrs. • Order Processing • Invoicing • Indenting • Report Order Processing Invoicing Indenting Report booking for dealers /distributors after billing process/bill generation requirement (Pdt Unit to branch unit) distributed to all 46 . – 24 hrs. • Upcountry delivery .

47 . a) Hydraulic b) Manual In addition. 7 – File insurance claim within 2 days. 5 – Nil 30+ for FG – 2. 8 – No inter – branch transfer without HO clearance. there are 35 fire extinguishers to prevent the accidental hazard within the warehouse due to fire. shortage or excess – monthly 100% physical stocktaking.100% Bar-coding for all inward & outward transaction. These fire extinguishers are valid up to year 2011. 9 – PSI feeding into system by 25th of every month. 5 & 7 to be properly maintained. 3 . there are two mode of dispersion of product from one place to another within.Warehouse 5S – to be strictly followed – FG – 2. 2 . 6 – Nil transit damage. 10 – Apply physical FMFO. Settle all claim all within 30 days. 4 – No inventory mismatch. 3 & 5. Ensure 90% accuracy.In warehouse. One has to follow the rule of “NO Smoking” within the warehouse Logistics Ten Commandments – Golden Rules 1 .Follow standard pick – ship process religiously.

Natural events tracking. WAREHOUSE WITH THE EQUIPMENT. 2.Fluctuation in demand-supply Equipments 1.Problem 1.100% Bar code scanner.Pallets for safety of material.In transit material damage checking.ERP – Invoice Generation Process. 2. 3. 4. 4. 48 .Hydraulic Trolleys for material movement.Cost target achievement. 3.

WAREHOUSE: REFRIGERATOR AND CTV SECTION 49 .

after sales service is. In the case of a service provider. and speed of response. This will include the duration of the warranty traditionally one year from the date of purchase. retailer. items included/excluded. The manufacturer. In some cases. but increasingly two or more year’s maintenance and/or replacement policy. for want of a better description.CUSTOMER SERVICE The best and the biggest international brands are here in India –but the irony if it all: where is the after-sales-service? So integral to a brand. Customers support following the purchase of a product or service. the pits. speed of response. after-sales service might include additional training or helpdesk availability. Brand Equity fanned out to MNC as well as Indian consumer durable companies. analysts and market researchers to get a feel of what’s really keeping after sales from being used as a cutting edge marketing tool in pushing products across categories. 50 . and action taken. so critical for its success and so taken for granted in developed markets! In India. Of equal importance is the customer's perception of the degree of willingness with which a supplier deals with a question or complaint. labor costs. or service provider determines what is included in any warranty (or guarantee) package. stockiest and dealers. after-sales service can be almost as important as the initial purchase. So what’s stopping the best companies from pulling out all the stops when it comes to providing the best service? Do customers expect for too much? Or is it that in India they don’t really care.

director HR and management system. Customers as well as dealer were facing the problem of after sale service.000 people by the end of this year as a part of its branding strategy to focus on service and move away from discounting. But LG has taken some solid steps towards improving customer’s perception and experience of after sales service. There is a huge need of trained manpower for the after sales service to align with the company's expansion and focus on the GSM mobiles and the personal computer segments." 51 . During my project I also came to know that after sale service becomes the big issue in Pune region. Because of this problem many dealer in Pune region were not ready to sale LG product. The company aims to recruit 10. So it becomes the big issue. LG Electronics said. L G Electronics has identified eight states with high after sales service call rates to ink the deals with the ITI. Y V Verma. Because it very important in competitive market to provide the best service. L G Electronics has signed a memorandum of understanding with 23 Industrial Training Institutes to strengthen its after sales service in India.LG also had a big problem of after sale service in India. "The Company was trying to find a solution for effective after sales service since last two years.

L G Electronics." 4. 3. Delhi. some estimates put it at a significant multiple of service-infrastructure from our nearest competitor. The company moved away from the discounting strategy since last year and is putting thrust on the quality and service in its brand communication to position LG as a premium consumer electronics brand. the Service Division in Korea reports to the Global CMO. with 1200 service centers. LG has the widest service network across the country. 7. (as mentioned in Dermot’s public interview in ET on Wednesday). 5. it shows the company is ready to put our money where our mouth is. "The company has offered a scholarship to the selected students for the last six months of their training programme. and Karnataka and is in the last leg of signing with Uttar Pradesh. 52 . Assam. This shows commitment that Service must be made into a marketing differentiator. Punjab. The company will invest Rs 8 crore (Rs 80 million) in employee development programme this year with an aim to attain a 8 per cent attrition rate. and leveraged thus. has already recruited 300 students and plans to beef up the number to 10. 2. 6.000 by the year-end. Gujarat. While the sale size may also be a nice multiple from nearest.1. In the initial phase the company has entered into agreements with ITIs in the states like Maharashtra. At the top.

If the next convenient day for you is the next day.) A company-owned service centre tries that much harder. You may have seen the TV commercial or heard the radio advert or seen the newspaper ad or in-shop posters. we will call you back in 2 hours (hence 2). set up an appointment for the next convenient day for you (hence the first 1). 53 . The company has introduced a 211 service . and thus not leveraging any mileage from it. probably the first time after-sales service is being communicated in this fashion by any product company. (Service in India generally works through authorized service centers. It’s a disruptive action in an industry (including LG) having traditionally shied away from its service responsibilities. and show up in the promised 1-hour slot (hence the second 1). The first LG-owned service centre opened in Gurgaon.8. The company is promoting 211 through ATL. in LG’s case they work exclusively for LG.once you register your complaint. knows things better. and can even contribute as a revenue center. 10. both of which revolve around prompt response. that’s great too. 9.

The exhibition was sponsored by Sakal group in which number of companies participated. EXHIBITIONS PICTURES SHOWING THE PRODUCTS 54 .CONSUMER SURVEY DURING EXHIBITION From 16th to 25th May a consumer exhibition was organized at the college of Engineering ground.

To increases the knowledge consumer durable product of LG. So LG can make them their direct dealer.  Find out the positional dealer who can sale the LG product in large volume.  To enhances the knowledge about the marketing and branding activity. Secondary objective  The Objective was to find out that how far the exhibitions are helpful in branding.  Find out the problem faced by the dealer in sales and the distribution.  This will ease the dependence on the some big dealer like Maharashtra and Mahaveer electronics.  The main objective of research was to identify potential dealer and development these dealer. 55 .Objective of the project Primary objective  The main objective of filed survey during the project was to find out the market share of the LG and also calculate the display share.  While purchasing the consumer durables which parameter is most important for the consumer?  Do the consumers prefer the financial facility for buying consumer durable?    How frequently consumers change the consumer durable? To enhances the knowledge of consumer durable market.

research methodology is the way to systematically solve the research problem.Research Methodology: Research methodology is considered as the nerve of the project. it is impossible to complete the project and reach to any conclusion. which work as a base for drawing conclusion and getting result. consumption pattern. 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. According to Kerlinger. it is the key to the evolution of successful marketing strategies and programmers. In fact. Without a proper well-organized research plan. conceptual structure. 56 . The main objective of survey was to collect appropriate data. The project was based on the survey plan. It is an important tool to study buyer’s behavior. brand loyalty. and focus market changes. “Research Design is a plan. Therefore. and strategy of investigation conceived as to obtain answers to research questions and to control variance. A research design specifies the methods and procedures for conducting a particular study.

education level.Types of research is: • Descriptive Research The type of research adopted for study is descriptive. when. An exploratory study needs to be flexible in its approach. demanding a high degree of scientific skill on part of the researcher. where and how” of the subject under investigation. Descriptive studies are undertaken in many circumstances when the researches is interested to know the characteristic of certain group such as age. A descriptive study may be necessary in cases when a researcher is interested in knowing the proportion of people in a given population who have in particular manner. This is not necessarily true. what. 57 . but a descriptive study in contrast tends to be rigid and its approach cannot be changed every now and then. making projections of a certain thing. It is therefore necessary. occupation or income. Descriptive studies are well structured. or determining the relationship between two or more variables. The objective of such study is to answer the “who. There is a general feeling that descriptive studies are factual and very simple. the researcher give sufficient thought to framing research. Descriptive study can be complex. sex.

it is obvious that a sample survey needs less time than a census inquiry. which need different techniques and skills. Another type of cross sectional study is survey result. Descriptive research includes survey and fact finding enquiries of different kinds of the major purpose. or other entities. Data on a number of characteristics from sample elements are collected and analyzed. Cross sectional studies are of two types: Field study and Survey. he can only report what has happened or what is happening. but a descriptive study in contrast tends to be rigid and its approach cannot be changed ever now and then. Detail information can be obtained from a sample of large population .Besides.cut . which has been taken by me. retail stores. Although the distinction between them is not clear. factories. schools. dealers. Descriptive studies can be divided into two broad categories: Cross Sectional and Longitudinal Sectional.Questions and deciding the types of data to be collected and the procedure to be used in this purpose. there are some practical differences. The reason for using such needs to be flexile in its approach. In addition. and organizations. as it exists at present. A major strength of survey research is its wide scope. Such studies are done in live situations like communities. it is economical as more information can be collected per unit of cost. Descriptive research is description of the state of affairs. The methods of research utilized in descriptive research are survey methods of all kinds including comparative and co relational methods. The main characteristic of this method is that the researcher has no control over the variables. Thus. it may deal with household. A cross sectional study is concerned with a sample of elements from a given population. 58 . Field studies are ex-post-factor scientific inquiries that aim at finding the relations and interrelations among variables in a real setting.

Their turnover is not so high. 59 . In Pune region there were total 180 dealers including the up country side They have been divided into three categories on the basis of their turnover and the selling capacity.Their turnover is also high. but there are few sub dealers whose potential is quite high.DEALER MANAGEMENT Mapping of Pune region dealers. They have direct billing from the branch office.They have direct billing from distributors or from the branch office.  PUNE -1  PUNE-2  PUNE-3 PUNE BRANCH PUNE 1 PUNE 2 PUNE 3 PUNE-1 Includes the modern trade and they have direct billing from the branch office. According to sales the branch has designated as gold and silver sub dealers. They have high turnover and the company depends heavily on them PUNE-2 includes the distributors. PUNE-3 Includes the sub dealers .

OBJECTIVE OF THE STUDY The objective was to find out the market share of LG products. and disadvantages of LG products from dealers and to find out what problems they are facing with the LG products so that problems can be resolved to increase the sale. PICTURE SHOWING THE PRODUCT OF LG IN ONE OF THE SHOP 60 . advantages.

One of the important tools for conducting market research is the availability of necessary and useful data. A questionnaire contains question that the researcher wishes to ask his respondents which is always guided by the objective of the survey. At this stage. which are divided into a number of categories. we have to identify and select which type of data is to research. The total value is represented by the full create. Primary data: For primary data collection.  Sampling  Research Instrument  Secondary Data . This diagram consists of a circle of divided into a number of sectors. Pie chart and Bar chart Questionnaires: This is the most popular tool for the data collection. 61 . Pie chart: This is very useful diagram to represent data . which are proportional to the values they represent. Questionnaires 2. we have to plan the following four important aspects.Data collection methods: After the research problem. The diagram bar chart can make comparison among the various components or between a part and a whole of data.  Data analysis and interpretation 1.The Company’s profile. journals and various literature studies are important sources of secondary data. we have to organize a field survey to collect the data.

Working women. of people met during the research: No. of questions in questionnaires for customer: No.Bar chart: This is another way of representing data graphically. 07 03 200 50 questionnaire. which originate from a common base line and are equal widths. Sampling Methodology: Details of the sampling methodology. Preparation of report: The report was based on the analysis and presented with the findings and suggestions. Business man. House wife. of question related to LG product: No. I have made made for the Customer. As the name implies. it consist of a number of whispered bar. The one is No. Students 62 . Employees. The sample of the questionnaires is attached with the report itself. The lengths of the bards are proportional to the value they represent. of respondents during the research: Sample unit Professionals.

So exhibitions are more useful to increases brand awareness. 6. 2. Have you purchased any consumer durable during Exhibitions?  Yes  No Inferences 1. 63 . Only 35 % people have purchased. 3. 65 % of Customer have not purchased any consumer durable from exhibitions. People are less interested to purchase product from the exhibition. 4. It shows that consumers are coming in the exhibition for knowledge of product and also they want to know that weather there is actual price difference in exhibition and shop or not. 5.Analysis: Q1. Consumer also want to compare to the different brand which are available in the exhibition.

64 . They give more importance to price over the brand. 3. 19% to product feature Service 16% and durability 9% Service is also a big factor for the customer they are less interested in the durability. So price and Brand matter a lots for the costumers. 2. And they are also want best brand in best price. So it shows that Indian consumers are very price sensitive.2While purchasing consumer durable which parameter influences you?  Price  Product feature  Brand  Service  Durability Inference 1. 26% give importance to brand.Q. 30% of customer gives importance to price.

Q3. From where you prefer buying consumer durables

Exhibitions

 Co.shoppee  Showroom

Inference:
1.

A majority of customers prefer to buy from showrooms. Very less proposition of customers buys from Exhibitions.

2.

47% customers are prefer to by from the showrooms because the showrooms are more convenient to customers they also think that these shops give more discounts.

3. People are less interested to buy from the exhibition they only visit the exhibition for price quotation of the product and the comparison of the product.

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Q.4.You prefer to buy from the same as you have mentioned in Q.3 because of following reasons  Attractive Price  Service  Demonstrations  Offers

Inference
1.

Customers buy from showrooms because of the service and convenience. These are two main factors.

2.

Customers are preferred to buy from the showroom because of they think that these convenient store may provide good after sell service.

3.

Customer also thinks that there is more chance to bargain and they can get more discounts in these showrooms.

4. Price also a factor that attract the customer in these showrooms.

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Q.5.Which consumer durable you have and of which brand?  CTV  LCD  PLASMA  REF  WM  MW  AC

Inference In CTV section maximum customers have Onida, in LCD Sony is the leader, In plasma BPL is the leader, In Ref LG is the leader, MW LG is the leader. In WM there are companies and in AC also.

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Q.6. 23% customers do not change their consumer durable within 10 year. It represent that Indian consumer do not prefer to change their consumer durable frequently. Customers prefer to change consumer durables within 5-10 years. 68 . 2. How frequently you change your consumer durables?  1-3 years  3-5 years  5-10 years  More than 10 years INFERENCE 1. In India people do not change consumer durable frequently. 3.

Do you prefer any financing scheme to purchase consumer durables?  Yes  No INFERENCE Majority of customers do not prefer any financial scheme.7.Q. 69 .

4. 9. 3. By calculating the display share we found that in most of store LG has 50% display share almost all categories. 6. By the actual monthly sale of particular store we came to know the capacity of the store and how much product can they sale. 7. 2. Many dealers were facing the problem of after sale service because there is no follow up calls from LG. We also came to know while visiting the shops that there was big problem of after sale service. 8. 70 .Dealer survey Findings 1. Demo calls also not done properly. There is high growth of sale in market due to booming in new technology and better service. 5. It helps us to know that weather dealer is capable of being a direct dealer of LG or not and it also helps to find out the new dealer who are capable of being the dealer of LG. In Pune area the performance of LG is in better position but the competitor also hold closer margin. The top competitor of LG product in Pune is SAMSUNG.

The product is well aware and it is on top of mind of customer. 4. A big LG showroom should have at least 2 such kind of person. RECOMMENDATIONS AND SUGGESTIONS 1. it is necessary to take measure steps to overcome the area of downfall in LG with respect to Samsung.10. The training to in shop demonstration should be given at frequent time interval and feed back should be considered positively. The switching of customer from LG product to other brand is due to the bed after sell service in shop. This is one factor. 71 . 5. The company should look into the matter of person hiring for in shop demonstration. 3. LG should improve it’s after sale service because its hits badly LGs market share in Pune region. More detailed customaries service is to be provided. LG should try new dealer who have the potential. So company should always improve services and update their technology. 7. The marketing managers should make better relations with dealers and reputation of the company. which can play a good role in promotion of products as well as demonstration given by the shopkeeper also plays a vital role for customer. 6. So they can target more market. 8. 9. so the company should give more stress on this. 2.Word of mouth plays a vital role in awareness among customer. 10. Customer considers quality as their first preference. As there is a bottle neck competition between Samsung and LG.

8. 4. Exhibition & Even Sponsors. LCD. They want to buy from the showrooms or from co. 3. 2.CUSTOMER SURVEY FINDINGS 1. LG dominates CTV. 72 . and Refrigerator. Also majority of customers do not want any financing scheme for purchasing the durables. and Washing machine. latest model. Secondary supports play an important role in the customers mind and create awareness among the customers. category. For them service is important . 5. showrooms. There was heavy rush on weekends so large numbers of ISD’s were appointed that day. Customers are also now very choosy in buying the product and it is important for the company to make loyal customer of their brand. They just visit the exhibitions to see the co. From the survey it was found out that the majority of customers don’t buy consumer durables from exhibitions.Beside convenience and other factors service is key factor. 6. The secondary support includes Demonstration. Also the live demo calls helps in selling. category. Exchange offers also generate sale. LG and Samsung have bottle neck competition in TV and REF. 7. In survey we found that LG has captured maximum market share in every category.

9. RECOMMENDATIONS AND SUGGESTIONS 1. 5. This helps in generating awareness regarding the product in customers which ultimately helps in sales. Like in this exhibition new LCD SCARLET was advertised. and GSM. IT. Company should try to improve service. Company should always focus on service. 10. Company should also cater to the needs of sub dealers as some of the sub dealers have potential of high sales. 6. The product is well aware and it is on top of mind of customer. Display share should be increased where there is less than 50% as LG also believes that “JO DIKHTA HAI WO BIKTA HAI”. 73 . Also it is helps in advertising for the new products. Exhibitions do not help to generate so much sells but they should be conducted regularly. 2. 3. 4. Company should concentrate more on its major drivers LCD. No doubt the company products have technically edge over competitors but in long run it may hamper the company’s profit. Branding and promotions should be done effectively as it creates a long lasting image in the mind of customers.Customers are also now very choosy in buying the product and it is important for the company to make loyal customer of their brand.

1. which affected the perception of the customer. 4. also there were certain limitations. an average middle class family was required for the study. which I could not able to solve. I had only found the upper-middle class family to fill up the questionnaire. 5. This was biggest drawback of my study. 3. 2. The sample size is also very small which represent my research on consumer behavior 74 . so it was difficult to make them hold for time. In my study. My research work period witness the biggest ups and downs in product sale of different brands.LIMITATIONS Every study has certain limitations. for which a full-fledged report was insufficient for me. The research was conducted in a very small area. 6. Time factor was also important for me. The customer filled the questionnaire mostly in careless manner. I had only 60 days to complete my research. but generally.

com  Business world  Business today  LG magazine  Economics times News paper  Times of India 75 . BIBLIOGRAPHY  www.google.com   www.com www.My study is not recognizable in whole INDIA as well as outside Ranchi due to the above limitations and less area coverage.wikipedia.lgindia.

Have you purchased any consumer durable during Exhibitions? a) Yes b) No Q.2While purchasing consumer durable which parameter influences you? a) Price b) Product feature c) Brand d) Service e) Durability Q3. From where you prefer buying consumer durables a) Exhibitions b) Co.Consumer survey Questionnaire Q1.shoppee c) Showroom 76 .

6. How frequently you change your consumer durables? a) 1-3 years b) 3-5 years c) 5-10 years d) More than 10 years 77 .Which consumer durable you have and of which brand? a) CTV b) LCD c) PLASMA D) REF E) WM F) MW G) AC ------------------------------------------------------------------------------------------------------------------------------- Q.Q.You prefer to buy from the same as you have mentioned in Q.4.5.3 because of following reasons a) Attractive Price b) Service c) Demonstrations d) Offers e) Convenience Q.

S NET Customer Service Net D.Q.F Refrigerator 78 .I Area Service In charge A.S. L.C.Do you prefer any financing scheme to purchase consumer durables? a) Yes b) No APPENDIX A.7.D Logistics Head of department R.S.H.S.I Branch Service In charge CAC Commercial Air Conditioning System C.E. Direct service centre.S.M Area sales manager B.

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