FINAL REPORT ON

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

SAMSUNG INDIA ELECTRONICS PVT LTD.

1

REPORT ON

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

A report submitted in partial fulfillment of the requirements of MBA Program of Jaipuria Institute of Management

2

TABLE OF CONTENTS
Acknowledgement……………………………………………………………………… …4 1. Abstract ……………………………………………………….................. ………5 2. Introduction ………………………………………………………………………..6 a. Overview of the Consumer durable sector………………………………..7-8 b. Company profile……………………………………………………………..9-10 c. Laying the foundation to become a world class company……………11-12 d. Comparative analysis ……………………………………………… ……13-15 e. Consumer perception………………………………………………………..16 4. Objective of Research…………………………………………………………….17-18 a. Research Methodology…………………………………………………..........19 b. Sources of data collection………………………………………………………20 5. Analysis of Dealers Questionnaire on CTV…………………………………….21-27 6. Analysis of Dealers Questionnaire on AC………………………………………2833 7. Findings from the Consumer Questionnaire……………………………………3441 8. Analysis of sales Data of Samsung……………………………………………..42-46 9. Findings of the Report………………………………………………….............47-48 10. References ………………………………………………………………………50

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

3

4 .

Till date around 100 dealers And Retailers were approached in the Chandigarh and its neighboring districts i. LG. In the next segment of study the consumers has be targeted with a set of questionnaire for the desired information. and motive of enhancing my knowledge and to know more about the consumer durable industry. SAS nagar mohali.ABSTRACT “All human actions have one of these seven causes: chance. nature. Haier. Sony. I am focusing on Comparative Market and consumer behavior study of consumer durables of Samsung vis-à-vis its competitors i.e.e. For this the Survey was conducted with a set of questionnaire containing the questions which helped in obtaining the desired information from the dealers & retailers. In CTV & A. As a human being the major cause to take over this project was reason. This SIP project is being conducted on Consumer durables i. 5 . CTV & Air conditioner for (Samsung India Electronics private limited). This project work is a small attempt to understand the dealer. retailer as well as the consumer behavior in regards to the colour television & Air conditioners and to find out the position of Samsung among its competitors. habit. Invention and the launch of new technology is the most important tool of this industry.C segment. The information was obtained through questionnaire as well as by the interview method. This is one of the fastest growing industry with an growth of about 8% every year. The reason is to accomplish my task. Videocon. The method of personnel interview was also adopted for those who were unwilling to give any information in writing. compulsion. At present around 50 of such interviews have been conducted keeping in mind the requirements of the survey being conducted. reason. zirakpur in Patiala and Panchkulla in hariyana state. Bluestar. aim. To maintain the quality of products provided to the customers the companies dealing in the consumer durable products has to undergo extensive study and research work. Consumer durables have become inseparable in this era of modernization and thus influence even the common men’s life. passion and desire”. The copy of questionnaire is being attached with this report.e.

This report also includes the analysis of around 10 year’s sales data. 6 . This data with the help of Le square method is used to predict the future demand as well as the sales Of Samsung.

Research is a common parlance refers to a search of knowledge. The aim of the study is to point out the best (in this respect) among the alternatives that are being studied. Doubt is often better than overconfidence. Sony ) in the area of Chandigarh and Surroundings…………… “All progress is born of inquiry.INTRODUCTION A comparative marketing study of Samsung Electronics vis-à-vis competitor’s (L. The advanced learner’s Dictionary of current English lays down the meaning of research as a careful investigation or inquiry especially through search for new facts in any branch of Knowledge What is comparative Marketing study? In comparative marketing research we take our competitor’s products and make comparison through consumer with our own products. The most important innovation in the new approach is to study simultaneously different organizational forms of business interest representation.G. The final aim perhaps is not only to find the best. Why Comparative Marketing study? Comparative marketing study/research comprise one of the most important and fascinating task of marketing. for it leads to inquiry and inquiry leads to investigation” Research inculcates scientific and inductive thinking and it promotes the development of logical habits of thinking and organization. It provides information for marketing decision making. Videocon. 7 . Bluestar. any problem that are identified and investigated further by using problem solving techniques with the objective of arriving at solution. Haier. but also to improve it or similar objects later on.

Financing options are crucial in case of high-priced products. US. Europe and China have been launched in India with varying degrees of success. The cost of servicing the network is huge for any brand. or value for Money aspect. Like in any country. Most major international brands from Japan. Consumer Durable Market Pie In Financial year 8 . which account for 56% of the consumer durables industry. The consumer is aware of the cost-benefit. They increase the affordability for a Wider segment of population. Korea. One of the largest barriers to entry for any brand in India is the distribution network.Overview of the Consumer Durable Market The consumer durable market in India has seen a proliferation of brands and product categories in recent years. the consumer durable industry in India is largely dominated by colour televisions (CTV).

Growth of Consumer Durable Market 9 .

in 1996. with the retail business headquarter under the trading group. and with the housing development headquarter under the construction group. project organizing services and energy & natural resource development projects. currently operating from its 71 overseas offices. Samsung Corporation is engaged in two major business areas: trading. Its designation in 1975 as Korea’s first-ever General Trading Company marked a new chapter for its overseas operation. launched into the retail business. exports semiconductors. 10 . In addition to trading.Company Profile Founded in 1938. having stood behind the advancement of the national economy for more than three quarters of a century. iron & steel. the Group carries out a variety of other projects including overseas investment. Currently. Samsung Corporation’s entrepreneurship and achievement on the world scene have been a major inspiration for Korea’s trading community. which since then grew into a scope truly worthy of a global trader. and imports energy. chemical products and machinery & equipment. At the origin of Samsung Group. plants. In a continuing bid to expand its business area beyond the confines of international trade. and in 1997. Samsung Corporation was the trading arm of the group. epitomizing its vibrancy and dynamism in the area of global trade. Samsung Corporation merged with Samsung Construction. The Trading Group. construction. chemical products and textile. Samsung Corporation is one of Korea’s most enduring and respected corporations. machinery. The organization consists of two business groups.

one of Samsung’s signature apartment complexes is a remarkable triumph. The success of Raemian. the group entered into a contract to build the world’s highest building. and Raemian and Trapalace. boasting 92 stories aboveground. the group has to its credit Malaysia’s Petronas building. a multifeature shopping center. Incheon Int’l Airport. familiarly referred to as “Samsung Mall” as its two main platforms. is also a plant builder and housing developer. To date. Burj Dubai. the world’s highest edifice. topping the National Customer Satisfaction Index (NCSI) in the apartment category for eight consecutive years. has driven up our overall market share in housing development to the top of the scale as well. and Samsung Internet Shopping Mall. the apartment complexes. Last year. Notably. a provider of construction and engineering services. New Busan Port. each of these projects is a powerful testimony to the group’s technological excellence. hailed as new standard-setting luxury housing.The Construction Group. 11 . Raemian. Ulchin Nuclear Power Plant. 452m high. The Retail Business is buoyant and thriving with Samsung Plaza Bundang . From energy resources to housing.

launched patentbased management Feb Released digital slim TV with the narrowest body depth Released the first notebook PC with embedded terrestrial DMB receiver Samsung Blueblack phone. was selected as "The Best Handset" at 3GSM global conference in cannes. France First commercialization of terrestrial DMB phone in Korea Developed DDR3 DRAM Developed the first wrinkle-free steam washer Mar Developed the first HSDPA terminal for commercialization and ultra-high speed HSDPA system Cash payment to more than 15. SGH-D500. the renowned English soccer club Developed the world’s first OLED for 40" TV Completed and announced standard dimension for 8 th and 9th generation LCD Panels Released the first HD class PDP TV with 10000:1 contrast ratio 12 .Laying the foundation to become a World Class Company Year 2006 Jan Developed the first-ever speech recognition phone Developed innovative 8-chip stacking MCP technology Posted more than $10 billion in net profit Became the world’s top three companies with the most patents.000 SMEs Developed 82" TFT-LCD Developed 7 megapixel camera phone Apr May Became the official sponsor of Chelsea.

Began mass production of 70 nano processed 4 GB NAND flash memory June Accumulated production volume of large LCDs surpassed 100 million units Began upgrading digital audio business to the world’s top level Launched a new brand campaign with the theme of "Imagine" Released the first 5 megapixel. 3x optical zoom camera phone Began mass production of 90 nano processed 1 GB DDR2 DRAM July Aug Sep Released the world's first 7 mega pixel camera phone Released the world's biggest DLP TV Developed the world's first 50nm 16Gb NAND Flash Released the world's first Blue-Ray Home AV Center Oct Blue-black phoneⅡ(SGH-600) selected as the "Mobile Choice's Phone of the Year" Developed the world's first 70nm DRAM Developed the world's fastest speed graphic DRAM(GDDR4) Nov Dec Developed the largest Flexible LCD Panel Received "25 iF Design (Germany) awards" Handset shipments reached over 100 million Comparative Analysis 13 .

why they buy. The consumers’ identity. money & effort) on consumption related items (what they buy. attitudes and the kind of product and brand available in that product category influence his buying behavior. Buying behavior of the consumer is a study of how individuals make decisions to spend their available resources (time. The most important innovation in the new approach is to study simultaneously different organizational forms of business interest representation. Videocon. where they buy. his beliefs. the consumer perception about the brand will also be taken into consideration while conducting this survey. The effect of external variables on purchasing pattern of customer will also be considered here the external variables refer to all those factors which will be affecting the consumer purchasing decisions. Sony. Bluestar) in Chandigarh What is comparative Analysis? In comparative Analysis we take our competitor’s products and make comparison through consumer with our own products. specific needs.A comparative Analysis of Samsung Electronics vis-à-vis competitor’s (LG. these can be price of the goods and on its attitude to respond to functional needs. The analysis of the buying behavior in respect to AC& CTV will be another important component of my study. Haier. It provides information for marketing decisions. how often they buy and use a product or service). The heterogeneity among people across the world makes understanding consumer buying behavior an intricate and challenging task. Problems are identified and investigated further by using problem solving techniques with the objective of arriving at solution. The marketing efforts of a firm have a profound impact on the buying decisions of customers. The critical variable under this approach is the 14 . Why Comparative Analysis? Comparative Analysis comprises one of the most important tasks of marketing. The main emphasis in the survey will be given on the sales of Samsung in comparison to its competitors in CTV & AC segment. The aim of the study is to point out the best among the Variables that are being studied. Therefore the attempt of my survey will be to obtain an indepth knowledge of the customers buying behavior. The study will also include the survey which will be targeting about 100 dealers in the area of Chandigarh.

based approach. 15 . 2. With the help of display tracking we will find out the highest selling product and lowest selling product in the market. Display Share Tracking: Display share tracking will help us to find out these information It will be used to revealed potential demand of each product.e. It will help company to get feedback from consumer. Another component of my study will be the analysis of the brand (Samsung) on four P’s i. • The experience and the social interaction . These are the four factors which help an organization to understand the market and help in taking future decisions relating to the launch & the strengthening of the market for the brand. • The external conditioning approach. according to which the present consumer decision aims at the construction of personal identity. according to which the purchase decision is a response to external stimuli. It will help in taking decision during the line expansion and line pruning. and in turn using this information to improve or developed products or to determine people attitude toward the products.availability of adequate information about purchase alternatives (price. • • • • Product Pricing Promotion Placement. Consumer perception: This is done with the aim of capturing the true words and emotions of consumer. product functionalities) to support the decisional process. The critical variable under this approach is which kind of external stimuli can influence purchase decision. Benefit to company: 1.

It will prevent the undervaluation of competitor and we can find the strength and Weakness of our product. It will help in maximizing the consistency of value creation Measuring performance It will help us for market share analysis. So I can say this study is more suitable for Samsung to compete and survive in lobal market. This will help us to stay ahead in competition It will encourage value creating investment. 16 .

this study is more suitable for Samsung to compete and survive in global market. and in turn using this information to improve or developed products or to determine people attitude toward the products. 2.7 It will help us for market share analysis.Consumer perception As it is well known proverb of marketing that “Consumer is the king” it is mandatory for any researcher to know the opinion of the consumer regarding the products on which he is going to conduct the study.2 It will prevent the undervaluation of competitor and we can find the strength and Weakness of our products 2. 2.1 It will help company to get feedback from consumer. 2. This is done with the aim of capturing the true words and emotions of consumer. 17 . Measuring performance 2. This research work will include a consumer questionnaire on the consumer goods which has been taken as the part of the study the questionnaire mainly aims at . 2. • • • • • • Awareness of the consumer about the brand His decisions whether dependent or independent Purchase pattern Brand loyalty level Current consumer durables in home What is the impression of consumer about Samsung This questionnaire will mainly help out in reaching at the actual consumer perception of the consumers about the brand.6.5 It will help in maximizing the consistency of value creation.4 It will encourage value creating investment. 2. So I can interpret.3 This will help us to stay ahead in competition.

. . The objective of doing the project is to: -Identify the Dealer and Consumer perception about the Samsung products with respect to its competitors in CTV & AC segment. .OBJECTIVE The major objective of the study is to analyze the position of Samsung Vis-à-Vis its competitors and to identify weak areas and provide recommendations for the sales. The consumer durable market has grown considerably in last few years in India. ………. The challenge is not only to get the new customer but also to continue with the existing customers. the level of competition has grown as well. .To identify the factor affecting the four Ps i.e. With the growth. ………. Literally every day companies come up with new attractive offers to grab the better share of the market.To suggest some differentiating strategies to stay ahead in competition in CTV& AC segment. ………. Product Pricing Promotion Placement. • • • • Example: What are the parameters on which consumer makes his purchase decision? Parameters O O O O Price Packaging Product Features Brand Name 18 Rank ……….

References are also taken from search engines.e. Haier.O O Product Quality Product Design ……….L. SCOPE OF STUDY: 1. retailers. Consumer Questionnaire is prepared to collect the data and this data will be analyzed for studying the position of Samsung in comparison to that of its competitors i. 19 . Impact of consumer durables (being taken in to the study) on the consumers. dealers. ………. Comparison of Samsung with other competitors. Dealers Questionnaire. The other data was collected from the offer document and informal discussion with company members. 2. Videocon. Sony .G. Bluestar. METHODS OF COLLECTING DATA AND THEIR SOURCES: Secondary Data: The secondary data for the project is collected from websites. Primary Data The primary data is collected by interviewing the concerned persons.

So as to give a precise. analysis and reporting of data and findings relevant to a specific situation or problem”. fact sheets newspapers and websites published by the company.Research Methodology “Research is the systematic design. Sample Area: In order to make a comparative analysis study the consumer perception as well as dealer & retailers perception of Samsung products with respect to its competitor. the data for the study has been collected through a survey of Dealers/Retailers of Chandigarh and surroundings. accurate. My research is comparative in nature. Sampling Technique: The study proposed to use convenience sampling. c. collection. Research Design: Exploratory research study A research design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure. realistic and relevant data. 20 . The objective of this section is to describe the research procedure and methods that have been adopted for the achievement of the project objectives. equate and specific knowledge. Method of Data collection: In order to study the consumer perception regarding the uses of Samsung Products with respect to other companies in Chandigarh both primary and secondary data will be collected. b. d. a. The data will collect from various magazines. suitable.  The study proposed to collect Primary data through questionnaire using survey method.  The secondary data as it has always been important for the completion of any report provides a reliable.

fact sheets. 21 . personal meetings.Sources of Data The nature of the data that has been used in the project under study is both primary and secondary in nature. interview method with the concerned persons will be used to collect the primary data. Secondary data Offer documents. magazines published from time to time and Internet. news papers. Company sources. Primary data Questionnaire.

you are dealing in? This question mainly gives the idea that how many dealers and the retailers are dealing in single and multiple brands Fig 1.2 shows that out of the total survey the proportion. Haier. 21. The starting of my questionnaire with the question 1. This sample includes the dealers and the retailers in the area of Chandigarh and surroundings.Which of the following brands of CTV.ANALYSIS OF THE DEALERS QUESTIONNAIRE FOR (CTV) For this purpose I conducted a survey with the sample size of 100.0 3. Sony. How many models do you display for each brand? Mainly the 15. Videocon and the major dealers and the retailers were interested in keeping the brand most sold.0 shows that out of 100 dealers and retailers who were part of survey in Chandigarh and surroundings where 38 were dealing in the single brand only and the others were dealing in multiple brands. The fig 1. 29. LCD & PLASMA were considered for the brands Samsung. Dealers Ratio Single brand 38% singleBrand multiple Brand Multiple brand 62% Fig 1. The questionnaire having 16 questions was prepared to obtain the desired information and the method of personnel interview was also adopted for those dealers who were not interested in filling the questionnaire and the data got is then analyzed and following are the results for the same. LG. 22 .

KVFA 21M 83 4.1 This question also bought up an idea that lower end markets have more proportion of 15. 3. Z43 21inch Flatron -21FD 2RG. 21FC8RG-AX 21inch Platron.21F2A.TX. 21 inch display as compared to that of high end market. 21F9D 21inch Challenger21inch KVHM213 M80. Which are the two highest selling models of each company in CTV & their prices? The models that were sold more in comparison to others for the same brand in the CTV segment are as follows.2 23 .z30 .Average Proportion of Display at each Store 7% 20% 54% 5% 14% 15 Inch 21Inch 29 Inch LCD PLASMA Fig 1. The highest selling Models Samsung LG Haier Videocon Sony 21inch Plano. To what extents. following brands of CTV are preferred by customers? This question was mainly asked to have an overview of how the customer responds to a particular brand and the results are shown in the fig 1.

Customer Prefrence for Brand 12% 22% 8% 26% 32% Samsung Sony LG Videocon Haier Fig 1. What is the price band for which the customer looks for while making purchase decision? With this question the major objective of my survey was accomplished it reveals what the consumer need in the particular segment as shown in the table below.2 Average demand for the brand has been also estimated with the findings of the same question. 24 .3 5.Customer brand prefrence in 21 inch 40% 35% 30% 25% 20% 15% 10% 5% 0% Samsung Sony LG Videocon Haier Fig 1.

17. 24. 25 . Daddu majara. 34. Baltana.5.4 While in the lower end markets like Naya gaon.4 Proportion of customerss in high end markets low-end Customer 40% Premium Customer 60% Fig 1. What is the expected percentage of customers who are willing to pay? With the survey and then the analysis of the data concludes that in the high end markets like of Sector 22. As shown in the fig 1.Segment 15 inch 21inch 29inch LCD PLASMA Brand Videocon Samsung/LG Sony/Samsung Samsung Samsung/LG Price range 5000 9000 15000 40000 55000 7. Badial & Manimajara the proportion of Premium and low end customer is of the ratio 20:80. the ratio of premium an low end customers was 60: 40 as shown in Fig1.

G Videocon Haier Annual average estimated sales 6192 pieces p.6 26 .5 Q9 what is the annual estimated sales of CTV? After taking out the average of the low-end and premium markets the results obtained are that the average annual sales of the premium end market that comprises of 43 dealers and retailers was as under Brand Name Samsung Sony L.a 6708pieces p.a 5676pieces p.a Q10. The results of this analysis are shown in the fig 1.Proportion of customers in Low-end markets Premium Customers 20% Low-end Customers 80% Fig 1.a 2580pieces p.a 1032pices p. At which visit. customer generally finalize his/her decision for buying a CTV? This mainly gives an overview of how customers make their purchase decision when they enter in to show room.

8 70% 60% 50% 40% 30% 20% 10% 0% Discount offer exchange offer new features Any other Customer Visit Index Fig 1.8 Q13. When customers mostly visit showroom for buying CTV? Question 11& 12 mainly help in predicting that which offer attracts the customer the most and the results obtained after the analysis work are shown in the fig 1.90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 1 Customer Decision Index Visit to Show room 2 3 Any other Fig 1. What is the most acceptable size in CTV now days? The question mainly emphasized on bringing out the most acceptable size of CTV in each segment and thus the results obtained are shown as under. Segment CTV LCD Size 21 31 27 .6 Q12.

Please rank following modes from 1 to 7. Rank 7 = low) The major modes of promotion that influenced the customers was audio visual mode that comprises of 59% print media occupying 24% and other modes influenced them 17% this is shown in fig 1. (Rank1=high.9 The other two questionnaires were generally ignored by the retailers as they tried to be loyal to the brands in which they were dealing.9 Influencial modes of promotion Other Media 17% Audio visual 59% Print media 24% Fig 1.PLASMA 42 Q14. on the basis of their influence on customer. Below are different modes of promotion. 28 .

10 Dealer Ratio Multiple brand 32% single Brand multiple brand Single brand 68% Fig 1. This sample includes the dealers and the retailers in the area of Chandigarh and surroundings.Which of the following brands of AC.0 ton. The questionnaire having 16 questions was prepared to obtain the desired information and the method of personnel interview was also adopted for those dealers who were not interested in filling the questionnaire and the data got is then analyzed and following are the results for the same.5 ton and 2 ton capacity of both window split air conditioner category were considered and the models displayed at each counter on an average are as under: 29 .ANALYSIS OF THE DEALERS QUESTIONNAIRE FOR (AC) For this purpose I conducted a survey with the sample size of 100. you are dealing in? This question brought the fact that how many dealers and retailers are dealing single and multiple brands of air conditioners this shown in the fig: 1.10 Q2 How many models do you display for each brand? In this question mainly the 1. The questionnaire with the question 1. 1.

To what extents.1 30 .0 Ton 2/1 3/2 1/1 2/1 3/1 1/1 2/1 2/2 1/0 Samsun LG w/s r Bluesta n w/s Videoco w/s 1/1 1/1 1/0 1/0 1/1 .5 Ton 2. following brands of AC are preferred by customers? The major brands preferred by the customers according to the options given are as follows Brand Prefrence by customers 35% 30% 25% 20% 15% 10% 5% 0% Samsung LG Videocon Bluestar Haier Fig 2.5/0 Haier w/s Q3 which are the two highest selling models of each company in AC & their prices? Each brand has its unique image for its product thus the highest selling models for each brand also vary according to the quality features as well as demand for the products the highest selling model for the each brand are as follows Brand Samsung LG Videocon Bluestar Haier Model 18QB W18G2 SB1608 WAM181YB HW12DX Q4.Brand Name Capacity g w/s 1 Ton 1.

Proportion of Premium & Low-end Customers in Market Low-end customers 22% Premium Customers 78% Fig 2. What is the price band for which the customer looks for while making purchase decision? This question mainly brought out the conclusion of which price brand generally the customer looks for when he makes his purchase decision this is explained as under. or has the Low-end customers the analysis of the data reveals that the proportion of premium customers is around 78% as compared to that of low-end customers that comprise of only 22% . April.5 Ton 2. Segment 1. Premium.Q5.2 Q8 what is the annual estimated sales of AC? After taking out the average of the low-end and premium markets the results obtained are that the average annual sales of the premium end market that comprises of 50 dealers and retailers was as under this analysis work constitute the limited sample size and thus may no predict the correct figures. June.0 Ton 1. 31 . the word season means the month of March. May.0 Ton Price Band 11000 16000 20000 Q7 what is the expected percentage of customers who are willing to pay.

Customer Prefrence Index 2% 6% Brand Name 42% 28% Features Price Dealers Communication Design 22% Fig 2. At which visit.3 Q10. Please rank each of the following features from 1 to 5 on the basis of their importance to customers This question after being analyzed brought out the conclusion that out of the total sample size people who gave their 1st preference to brand name were around 42% and who went for Features were 22% and people who gave their 1st Preference to price were 28% dealers communication & Design constituted respectively for 2% & 6%. This can easily be understood by the fig 2. 7800pieces per season. 15000pieces per season.Brand Name Samsung LG Bluestar Videocon Haier Annual average estimated sales 24000 pieces per season 27000pieces per season 25200pieces per season. customer generally finalize his/her decision for buying AC? 32 .3. Q9.

Please rank following modes from 1 to 7. The results of this analysis are shown in the fig 2. on the basis of their influence on customer. 33 .5 60% 50% 40% 30% 20% 10% 0% Discount offer exchange offer Guift options Any other Customer Visit Index Fig 2.This mainly gives an overview of how customers make their purchase decision when they enter in to show room. Below are different modes of promotion. When customers mostly visit showroom for buying AC? Question 11& 12 mainly help in predicting that which Promotional Techniques attracts customer the most and the results obtained after the analysis work are shown in the fig 2.5 Q14.4 Q12.4 Consumer Decision Index 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 1 2 Any other Series1 Visit to Showroom Fig 2.

Print media 28%. 70% 60% 50% 40% Series1 30% 20% 10% 0% Audiovisual Print Media Tradeshows Promotional Technique Index Fig 2.The major modes of promotion that influence the customer were audiovisual 64%.7 Dealers Recommendation for the Brand 40% 35% 30% 25% 20% 15% 10% 5% 0% Samsung LG Bluestar Videocon Haier Fig 2. Tradeshows 8%.7 34 .6 Q16. Which Brand you Recommend and why? As this was the last question the importance of this question was much more as people tried to ignore it but the information obtained from the analysis of this question are shown in the fig 2.

35 . 1) The first question is ‘which of the following Brands deal in consumer durables? ’ And as shown in the fig 1. Government employees.1 2) Second question is ‘How do you make your purchase decisions?’ Fig 1. This sample includes Businessman. But at the same time around 16% go for unaided purchase decisions.2 interprets the result that 84% of the consumer makes their purchase decisions with the help of one or the other aided media. the response was 100% positive consumer durables 100% 1 Fig 1.FINDINGS FROM THE CONSUMER QUESTIONNAIRE For this purpose I conducted a survey with the sample size of 100. Private Employees and Housewives. This includes a questionnaire having 10 questions and the data got is then analyzed and following are the results for the same.1.

As shown in fig 1.Purchas decis e ion 16% 84% aided aided unaided Fig 1. The result shows that 78% of the consumers take the help of their family and around 22% of the consumers go for the individual decision while making the purchase decision.3 Purchase pattern of consumers 22% Individual 78% family Fig 1.2 3) ‘Which purchase pattern is followed at your place? This question tells about how many people really take the help of there near and dear ones while making the purchase decision and also helps the marketers to target the appropriate segment.3 4) On which of the following parameters you make your purchase decision? (Rank them according to your preference) a) Price   b) product  c) Quality 36 .

2% to Features the graphical representation in fig 1. 1.4 37 .7.24% to brand name. 1. 6% to product.4.22% to quality. 1.6.8. 1. The result shows that 46% of the consumers give their 1st preference to price. Parameters for purchase decision Rating Price Product Quality Brand name 1 46 6 22 24 2 22 10 14 44 3 18 16 38 10 4 10 8 20 14 5 0 58 4 6 6 4 2 2 2 Pic r e 5 0 4 0 3 0 2 0 1 0 0 1 2 3 4 5 6 7 Pic r e Rt g ain Fig 1.5.9.d) Brand name   e) Packaging  f) Features It tells about how many people out of the 100 consumers give more preference to the above mentioned options. Explains it more clearly feature Packaging s 0 2 1 9 2 16 1 47 6 26 90 0 . 1. 0% to packaging.

P dc r ut o 8 0 6 0 4 0 2 0 0 1 2 3 4 5 6 7 P dc r ut o Rtin a g Fig 1.6 Qa u lity 4 0 3 5 3 0 2 5 2 0 1 5 1 0 5 0 1 2 3 4 5 Qa u lity 6 R tin a g Fig 1.5 10 0 8 0 6 0 4 0 2 0 0 1 2 P ck g g a a in P ka ing ac g R tin a g 3 4 5 6 Fig 1.7 38 .

Out of around 100 consumers 42% continued with the same 39 .Ba dn m rn a e 5 0 4 0 3 0 2 0 1 0 0 1 2 3 4 5 6 7 B n nm r d ae a Rt g ain Fig 1.9 5) Which Brands of consumer durables you have been using before? 6) Which consumer durables you posses at your home presently?’ 7) Do you feel like shifting to some other brand or you are fully satisfied with the present one? These three questions mainly bring out the picture how the consumers follow the trends in the industry these questions mainly emphasize on the consumer loyalty level.8 fe tu s a re 5 0 4 0 3 0 2 0 1 0 0 1 2 3 4 5 6 fe tu s a re R tin a g Fig 1.

brand. Design. Are shown in the fig 2.0 where 32% of the consumers have rated 5 Sony on the contrary Samsung emerged as the leader in this segment with 48% of the consumers rating it on the scale of 5. Haier.10 8). 40 . Samsung. features. 36% shifted to some other brand and around 22% were planning to shift to some other brand. Screen resolution and efficiency. LG.. The overall analysis shows that only 42 % of the consumers are brand loyal while 58% of the consumers have the tendency of shifting to some other brand. fig shows the same in more appropriate manner. Consumer loyalty level 45 40 35 30 25 20 15 10 5 0 Trend in cons umer durable indus try continuing with same brand Shifted to some other brand Planning to shift Fig 1. and Videocon. The results obtained for the quality rating for CTV for Sony. Please rate the following brands of CTV on the scale of 1 to 5? This question is for those consumers who are well aware of the existing brands and have sufficient knowledge regarding each brand the consumers were asked to rate the given brands on the scale of 1to 5 on the basis of their opinion for Quality.

Design. LG. Haier. The results obtained for the quality rating for AC Segment for Bluestar.0 Q9. Samsung. Followed by the other brands. 41 . Cooling effect and efficiency. and Videocon. features.1 where 42% of the consumers have rated 5 LG on the contrary Samsung emerged as the leader in this segment with 46% of the consumers rating it maximum on the scale of 5.Consumer Rating Chart for CTV 60 Quality Rating 50 40 30 20 10 0 Sony Samsung Haier Videocon LG Fig 2. Are shown in the fig 2. Please rate the following brand of AC on the scale of 1 to 5? Where 1 mean poor service and 5 mean excellent service this question also tested the knowledge of consumers who are well aware of the existing brands of AC and have sufficient knowledge regarding each brand the consumers were asked to rate the given brands on the scale of 1to 5 on the basis of their opinion for Quality.

Consumer Rating Chart for AC 50 45 40 35 30 25 20 15 10 5 0 Samsung LG Vediocon Haier Bluestar Quality rating Fig 2.1 10) How far you are aware about Samsung Products& what is its impression in Your mind? • As shown in fig 2. in Chandigarh and Surroundings Samsung enjoys an awareness of over 95% and a positive opinion of around 80% in the area Consumer Awareness and Openion chart Awareness among people 95% Positive openion among people 80% today. Fig 2.2 42 .2.

ANALYSIS OF SALES DATA The sales date collected from the sources has been used to predict the future Samsung India private limited by using the Least Squares Method Explanation of the Method This method is widely used in Practice. The line obtained by this method is known “as the line of best fit “ The method of least squares may be used either to fit a straight line trend or a parabolic trend. the sum of the squares of the deviations of the actual and computed values is least from this line and hence the name method of least squares.e.e. The straight line trend is represented by the equation Yc= a+bX Where: Y0 = is used to designate the trend Values to distinguish them from the actual 43 . the sum of actual deviations of the actual values of Y and the computed values Y is Zero (2) ∑ (Y-Yc)2 is least I. It is a mathematical method and with its help trend line is fitted to the Data in such a manner that the following two conditions are satisfied (1) ∑(Y-Yc)=0 I.

5 = 0 XY -58926258 -58239122 -57025733 -40846409 -12209795 15259128 63482778 127277910 216471308 285659249 ∑XY= 480903057 X2 20.5 1.25 0.25 0.96 44 .5 -4.25 2.5 ∑X The equation of the straight line trend is a =∑Y/ N = 35 3275344/10 = 35327534.5 0.5 -2.Values of Y.5 4. Least Squares trend Method Fitting of straight line trend by the method of least squares Year 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 Sales (Y) 13094724 16639749 22810293 27230939 24419589 30518256 42321852 50911164 61848945 63479833 ∑y= 353275344 Deviation From2001 (X) 0.25 12. The X variable in the time series analysis represents time.5 =5829127.25 6.25 6.25 12.25 ∑X2 = 82.5 -3.5 -0.5 2. a is the y intercept or the computed trend figure of the Y variable when X = 0 b represents the slope of the trend line or amount of change in Y variable that is associated with a change of one unit in X variable.25 2.5 3.4 b= ∑XY/ ∑X2 = 480903057/82.25 20.5 -1.

96 (5.5 : 35327534.19 $ Thus the estimated earnings for the year 2007 are $67387738.5) = 35327534.Y= 35327534.79 = 67387738.4 + 32060203.4 + 5829127.96 X For 2007 X will be 5.4 + 5829127.19 45 .

It can be used along with regression analysis to determine the nature of the relationship between two variables. The two frequently used correlation coefficients are:  The Pearson product moment correlation coefficient  Charles Spearman’s rank correlation Analysis by the Charles Spearman’s rank correlation Method Brand Name Samsung LG Sony Videocon Haier Sales in Pieces 2nd 3rd 1 st Quality 2 1 2 1 1 Design 3 4 3 4 3 Features 4 3 5 4 3 After sales Services 5 5 4 5 4 Price 1 2 1 2 2 6192 5676 6708 2580 1032 4th 5th Explanation: 46 .CORRELATION ANALYSIS Analysis of the Brands Popularity on the basis of their Ranks Correlation analysis is a statistical technique used to measure the magnitude of linear relationship between two variables Correlation analysis cannot be used in isolation to describe the relationship between the variables.

0.e.It is the technique of determining the degree of correlation between two variables incase of ordinal data where ranks are given to the different values of the Variables. 4. when the quality of the product improves the Sales ranking volume for the brands Fall down.5Answer This indicates that there is a Negative correlation between Quality and Sales ranking i. The Charles Spearman’s rank correlation Formula: sr =1-[ 6∑d 2] i n(n2-1) Eque 4.2 = = 16x30 5(25-4) 2 .d 2 0 2 d2 0 4 1 9 16 ∑d2 30 -1 3 4 Substituting the values in Equ. The main objective of this coefficient is to determine the extent to which the two set of ranking are similar or dissimilar. 47 .2 Solution: Quality measure Brand Name Samsung LG Sony Videocon Haier n=5 Ranks 2 3 1 4 5 Quality 2 1 2 1 1 1. This coefficient is determined as under.

when the design of the product improves the Sales ranking for the brands also increases.50 Answer This indicates that there is a Positive correlation between Design and Sales ranking i. Price measures Brand Name Samsung LG Sony Videocon Haier n=5 Ranks 2 3 1 4 5 Price 1 2 1 2 2 d 1 1 0 2 3 d2 1 1 0 4 9 ∑d2 =15 48 .2 = 6x10 5x24 = -0.e.Design measures Brand Name Samsung LG Ranks 2 3 1 4 5 Design 3 4 3 4 3 d -1 -1 -2 0 2 d2 1 1 4 0 4 ∑d2 10 1- 2 Sony Videocon Haier n=5 Substituting the values in the Equ 4.

Substituting the values in the Eque 4.2 = 16x24 5x24 2 = -0.e.e.25 Answer This indicates that there is a Positive correlation between Price and Sales ranking i.20 Answer This indicates that there is a negative correlation between Features and Sales ranking i. when the Price raises the Sales ranking for the brands also rises for the product 2 Features measure Brand Name Samsung LG Sony Videocon Haier n=5 Ranks 2 3 1 4 5 Features 4 3 5 4 3 d -2 0 -4 0 2 d2 4 0 16 0 4 ∑d2 =24 Substituting the values in the Equ 4. 2 After Sales Service measure 49 .2 = 16x15 5x24 2 = 0. when the Features of the product improve the Sales ranking for the brands fall down.

2 = 16x24 5x24 2 = -0. Thus it can be concluded from the above observation that only the price and the Design affect the ranks of the given brands in the positive manner and rest three variables have the negative effect on the ranks of the brands which has been considered on their sales basis.20 Answer This indicates that there is a negative correlation between after sales services and Sales ranking i. 2 FINDINGS 50 . when the Features of the product improve the rank for the brands fall down.Brand Name Samsung LG Sony Videocon Haier n=5 Ranks 2 3 1 4 5 After sales service 5 5 4 5 4 d -3 -2 -3 -1 1 d2 9 4 9 1 1 ∑d2 =24 Substituting the values in the Equ 4.e.

6. 8. 7. Sony. Haier. 2. 24. Badial & Manimajara have different perception about Different segments ofCTV&A. Dealers are happy keeping the single brand. baltana. 10. bluestar And the Analysis of the data using Research Methodology Reflects the following. 9.Primary data collected through questionnaire. Retailers can sell any thing to the consumers if rewarded with appropriate incentives. Daddomajara. The markets of Naya gaon. Like targeting high profile people.G. 17.e. The percentage of premium end customers in Sector 22. 17. 3. 1. Daddomajara. 34. Badial & Manimajara. 51 . Retailer like keeping variety brand so as no let the consumer leave the counter until he affect sales. Videocon. The retailers of remote areas of Chandigarh i.e. Daddomajara. 34. Retailers like to stock the most sellable models of the company rather than the display models being promoted by the company.C. 5.Naya gaon. 24. The dealers in Sector 22. The dealers are the inseparable pillar between the company and the ultimate consumer. baltana. L. Personnel Interviews regarding the Samsung and its competitors i. 18 is around 90% as compared to of 30% in Naya gaon. 4. baltana. Badial & Manimajara are the low end markets. Consumer Durables play a major role in the life of each individual.

The analysis of the sales data reflects that the sale of Samsung is increasing year after year in comparison to its competitors. features. price and others have the negative correlation. In CTV segment 38 percent dealer recommend the Samsung brand. 18 percent recommend Videocon and 12 percent recommend the Haier. AC segment: In AC segment LG got the highest recommendation 32 percent. Low end markets of Chandigarh have very less market for 1. Dealer disclosed the fact that approx 85 percent customer come with Prior knowledge of product price. Samsung got 31 percent. Haier got 17 percent and Videocon got the 20 percent recommendation. 13. 15. 16. 52 . discount offer. exchange offer only 15 percent are unknown customer. 12.11. 17.5 & 2 ton Air conditioners. The ranking of the brands have the positive relation with design. 14. The retailers in Manimajara are in a better position to tackle consumers as compare to that of other remote areas. 32 percent dealer recommend LG.

   Biasness of the respondent.LIMITATIONS OF THE STUDY  The Data collected from the Dealer might not be very accurate to obtain the desired information. The final conclusion can be also affected by some of the extraneous variables.    The sample size taken is small to make a universal statement. the finding may not be a true representative and it cannot be generalized. Though the study represents the position of Samsung in Chandigarh. Lack of sufficient information Lack of the instruments to find out the reasonable outcome Difficulty in gathering the reasonable data  It’s all about the future predictions and future is unsuitable 53 . Due to small sample size.

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

54

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

Which of the following brands of CTV, you are dealing in? (Please Tick)

a) LG c) Videocon f) Haier

  

b) Samsung d) Sony

 

g) Any Other (Please Specify) ________

Q2 How many models do you display for each brand? Samsung 15 21 29 LCD PLASMA Q3 which are the two highest selling models of each company in CTV & their prices? Samsung -………………………………………………………… LG…… -………………………………………………………… Haier… -………………………………………………………… Videocon-………………………………………………………… Any other-………………………………………………………… Q4. To what extents, following brands of CTV are preferred by customers? 55 LG Haier Sony Videocon

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

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

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

Q8. What are the parameters on which consumer makes his purchase decision? Parameters o Price o Packaging o Product Features o Brand Name o Product Quality o Product Design Q9 what is the annual estimated sales of CTV? Brand 56 Amount Rank …….. .……. ……. ……. ……. . ……

. what types of information/knowledge. d) Any Other (Please Specify)  ___________________________ Q12.. What is the most acceptable size in CTV now days? 57 . c) About New Features. Q10. Does customer come with prior knowledge/information about particulars brands of CTV? a) Yes    b) No  If yes. …………. At which visit. customer generally finalize his/her decision for buying a   c) At Third Visit d) Any Other (Please Specify)  _____ Q11.…………. . b) About Exchange Offer.…………. …………. they have? a) About Discount Offer.o Samsung o L.. When customers mostly visit showroom for buying CTV? a) During Exchange Offer b) During Gift Option Offer   c) During discount Offer  d) Any Other (Please Specify)_________ Q13.G o Videocon o Sony o Haier CTV? a) At Fist Visit b) At Second Visit …………..

a) 14inch LCD 26 32 40 46 52       b) 21inch PLASMA 42   29 inch  50  d) Any Other (Please Specify) ___________________________ Q14. Below are different modes of promotion. on the basis of their influence on customer. customer? (Mark √ to appropriate one) Brand Complaints Bad Picture quality Problem with Picture tube High Electricity Consumption Fading of Colour LG ________ What different complaints are faced by you from your Samsung Haier Videocon Sony Q16. Please rank following modes from 1 to 7. Which Brand you Recommend and why? ……………………………………………………………………………………………… 58 . (Rank1 = high. Rank 7 = low) a) Television ________ e) Radio f) Magazines g) Internet ________ ________ ________ b) Newspapers ________ c) Pamphlets ________ d) Trade Shows Q15.

:____________________________ ____________________________ Date: Stamp Sign/ Questionnaire on A.C 59 .PERSONAL PROFILE Dealer’s Name: ____________________________ Address: Ph. No.

Which of the following brands of AC.To what extents. following brands of AC are preferred by customers? (Mark the appropriate preference level by ticking against respective brand) Brands Very High High Low 60 Very Low Nil Samsung W/S LG W/S Haier W/S Bluestar W/S Videocon W/S .PURPOSE OF STUDY I am an MBA student of ICFAI Business School presently pursuing my Management Research Project.0Ton Q3 which are the two highest selling models of each company in AC & their prices? Samsung -………………………………………………………… LG…… -………………………………………………………… Haier… -………………………………………………………… Videocon-………………………………………………………… Any other-………………………………………………………… Q4. Information in the questionnaire will be:   Used for academic purposes only Kept strictly confidential Q1. you are dealing in? (Please Tick) b) LG e) Videocon f) Haier    d) Samsung c) Blue star   f) Any Other (Please Specify) ________ Q2 How many models do you display for each brand? Capacity 1.0Ton 1.5Ton 2.

…………..…………. ………… ……………….. Q7 what is the expected percentage of customers who are willing to pay Premium ……………. Rank 1= the most importance feature Rank 5=the least important feature Amount …………. is customer ready to pay premium for additional features? ………………………………………………………………………….. .0 Ton ………… 1.. …………. ……………….5 Ton ………… 2... importance to customers.LG Samsung Hiear Videocon BlueStar Q5. ………… ……………… ………… decision? Brand Price/W Q8 what is the annual estimated sales of AC? Brand o Samsung o L.0 Ton ………… Q6.G o Videocon o BlueStar o Haier Q9. . Low-end …………. What is the price band for which the customer looks for while making purchase Segment Price/S 1. Please rank each of the following features from 1 to 5 on the basis of their Feature 61 Rank Order ..………….

Does customer come with prior knowledge/information about particulars brands of AC? b) Yes  b) No  If yes. customer generally finalize his/her decision for buying a AC? b) At Fist Visit b) At Second Visit   c) At Third Visit d) Any Other (Please Specify)  _____ Q11. f) About Exchange Offer. What is the most acceptable size in AC now days?   c) During discount Offer  d) Any Other (Please Specify 62 . When customers mostly visit showroom for buying AC? b) During Exchange Offer b) During Gift Option Offer )_________ Q13. h) Any Other (Please Specify)    ___________________________ Q12. At which visit.a) Price b) Design c) Features d) Dealers Communication f) Brand Name _________ _________ _________ _________ _________ Q10. they have? e) About Discount Offer. g) About New Features. what types of information/knowledge.

What different complaints are faced by you from your customer? (Mark √ to appropriate one) Brand Complaints Bad cooling quality Problem with Noise High Electricity Consumption Cost of Maintenance Q16. (Rank1 = high. Which Brand you Recommend and why? ……………………………………………………………………………………………… LG Samsung Haier Videocon Blue Star PERSONAL PROFILE Dealer’s Name: ____________________________ Address: ____________________________ 63 . on the basis of their influence on customer. Rank 7 = low) e) Television g) Pamphlets h) Trade Shows ________ ________ ________ e) Radio f) Magazines g) Internet ________ ________ ________ f) Newspapers ________ Q15.5Tone  c) 2 Tone d) Any Other (Please Specify) ___________________________ Q14. Please rank following modes from 1 to 7.b) 1Tone  b) 1. Below are different modes of promotion.

:____________________________ Date: Sign/ Stamp QUESTIONNAIRE FOR CONSUMER 64 . No._____________________________ Ph.

PURPOSE OF STUDY I am an MBA student of ICFAI Business School. Which purchase pattern is followed at your place? a) Individual  b) Family  Q4. Which of the following deal in consumer Durables? a) Samsung  b) Sony  c) L.Which Brands of consumer durables you have been using before? ………………………………………………………………………………………… ………………………………………………………………………………………… Q6.G  e) Videocon  f) Bluestar  g) Bajaj  d) Haier  h) Hero Honda  Q2. Please rate the following brands of CTV on the scale of 1 to 5? Where 1 means poor service and 5 means excellent service Sony Samsung Haier Videocon LG 65 . On which of the following parameters you make your purchase decision? (Rank them according to your preference) a) Price  d) Brand name  b) product  e) Packaging  c) Quality  f) Features  Q5. Do you feel like shifting to some other brand or you are fully satisfied with the present one? ………………………………………………………………………………………… ………………………………………………………………………………………… Q8. a) Aided ( with the help)  b) unaided ( without help)  Q3. Which consumer durables you posses at your home presently? …………………………………………………………………………………………………… ……………………………………………………………………………… Q7. Information in the questionnaire will be:  Used for academic purposes only  Kept strictly confidential Q1. presently pursuing my Management Research Project. How do you make your Purchase decisions are they.

PROFILE OF THE SUBJECT:   Name of Consumer: …………………………………………………………………………….Quality Features Design Screen resolution Efficiency Q9. …………………………………………………………………………………….... Address: ………………………………………………………………………………… ………………………………………………………………… Phone……………………… E-mail id (If any)………………………………………………………. Please rate the following brand of AC on the scale of 1 to 5? Where 1 mean poor service and 5 mean excellent service Bluestar Quality Features Design Cooling effect Efficiency Durability After Sales Service Samsun g Haier Videoco n LG Q10. How far you are aware about Samsung Products& what is its impression in Your mind? ……………………………………………………………………………………..   66 ...

it  wasting their money in various Sales promotional techniques.  does not provide clear picture about the Product Being promoted and its schemes.e. 67 .  the branded and the local players to win the competition in the long run.  lower-end as well as the premium markets. So proper measure should be taken to make the advertisement more informative and creative. Consumer durables are has taken place as a necessity now a day’s one finds it hard to survive without them . Samsung India electronics one of the leading Consumer Durable provider should also concentrate on the research and development in the country itself so as to fulfill the demands of the local residents in the desired manner. SUGGESTION: The Companies should more concentrate on R&D rather than Most of the people feel that advertisement is not up to the mark i. The comfort alone should not be considered as the basis of measurement of the performance of Consumer Durable industry.  Samsung India Electronics should also target the lower End markets Samsung should make the market strategy keeping in mind both the Samsung should also concentrate on the product category gap between where their sale is very low due to the existence of the local players.CONCLUSION From the study we can conclude that consumer durables play a major role in the day to day life of human beings . it should also include the Necessity Part.

68 .

Sign up to vote on this title
UsefulNot useful