A Project Report On

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

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

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


Student Declaration

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

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



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

Swapnil D. Panpatil MBA (Marketing) 2008-2010


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



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


Page no.

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

7. 8. 9. 10 11 10.


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

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

The Consumer Durables industry consists of durable goods and appliances for domestic use such as televisions. Consumer Appliances can be further categorized into Brown Goods and White Goods. Trends The consumer durables market in India was estimated to be around US$ 5 billion in 2007-08. Industry Size. Blue Star. Whirlpool and Samsung have registered double-digit growth in the direct cool refrigerator market. The consumer durables industry can be broadly classified into two segments: Consumer Electronics and Consumer Appliances. Growth. The sector has been witnessing significant growth in recent years. 8 . greater disposable income and an overall increase in the level of affluence of a significant section of the population. MIRC Electronics. In the refrigerators market. refrigerators. Titan. real estate and housing demand. Voltas. Instruments such as cell phones and kitchen appliances like microwave ovens were also included in this category. helped by several drivers such as the emerging retail boom.3 per cent while direct cool segment has grown by 9 per cent. refrigerators and Air-conditioners together constitute more than 60 per cent of the sales in terms of the number of units sold. The key product lines under each segment were as follows. Whirlpool. the frost-free category has grown by 8. CTV. The industry is represented by major international and local players such as BPL. Companies like LG. Videocon. etc. More than 7 million units of consumer durable appliances have been sold in the year 2006-07 with colour televisions (CTV) forming the bulk of the sales with 30 per cent share of volumes. air conditioners and washing machines.

Consumer Electronics The CTV production was 15. 9 . In the air-conditioners segment.High-end products such as liquid crystal display (LCD)and plasma display CTV grew by 400 per cent and 150 per Cent respectively in 2009–10 following a sharp decline in prices of these products and this trend is expected to continue.000 units.2010.10 million units in 2007-08 and is expected to grow by at least 25 per cent. the markets for both C-TV and refrigerators were shifting to the semi-urban and rural areas. conventional CTV volumes have been falling while flat TVs have grown strongly. the semi-automatic category with a higher base and fully-automatic categories have grown by 4 per cent to 526.000 units and by 8 per cent to 229. Market sources indicate that most CTV majors have phased out conventional TVs and have been instead focusing more on flat TVs. Since the penetration in the urban areas for these products is already quite high. the sales of window ACs have grown by 32 per cent and that of split ACs by 97 per cent. The growth across product categories in different segments is assessed in the following sections. This trend is expected to continue through 2009. The audio/video player market has seen significant growth rates in the domestic market as prices have dropped.In the case of washing machines. as competition is likely to intensify to scale and capture the mass market. At the disaggregated level. The flat segment of CTVs now account for over60 per cent of the total domestic TV production and is likely to be around 65 per cent in 2007-08. respectively.


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

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

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

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

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

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

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

DNIe Pro and Wide Color Enhancer Pro to provide perfect picture quality. the 650 Series LCD TV features Auto Motion Plus 120Hz.PRODUCT PROFILE 650 Series Full HD LC D TV Developed using our unique Crystal Design with a hint of rose-red color accentuating a traditional piano-black bezel frame. Wide Video MP3 Player (YP-P2) Equipped with Bluetooth and a touch screen interface. the YP-P2 lets consumers enjoy vivid videos on a 3-inch wide LCD screen. Samsung’s proprietary DNSe 2.0 technology with EmoTure™ UI enhances the ultimate multimedia experience. 18 . an Ultra Clear Panel.

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

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

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

consumption pattern. The project was based on the survey plan. brand loyalty. “Research Design is a plan. In fact. and focus market changes. The main objective of survey was to collect appropriate data. A research design specifies the methods and procedures for conducting a particular study. research methodology is the way to systematically solve the research problem. which work as a base for drawing conclusion and getting result. Therefore. 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. 22 . it is impossible to complete the project and reach to any conclusion. It is an important tool to study buyer’s behavior. it is the key to the evolution of successful marketing strategies and programmers. conceptual structure.Research Methodology Research methodology is considered as the nerve of the project. Without a proper wellorganized research plan. According to Kerlinger. and strategy of investigation conceived as to obtain answers to research questions and to control variance.

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

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

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

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

Indian consumer durable market is expected to reach $450 billion by on 2010 3. 4.6 million in 2000.2 million in 2007 as against 14. Increase in income level. increase in purchasing power of consumers. 2. Unexploited rural market. There were 56 million people in middle class. 5. And there were 6 million rich household in India. 4. compared to other 27 . India has the youngest population amongst the major countries. In India the penetration level of white goods is lower as developing countries. Rapid urbanization. who were earning us$4.800 a year. The upper-middle and high-income household in urban areas were expected to grew to 38. i.400-US$21.2. OPPORTUNITY 1. There were lot of people in the different income categories nearly the two third population is below the age of 35 and nearly 50% is below 25. 3.e.

28 .Many consumer and dealers/retailers showed less interest in providing information and haven’t cooperated. schemes. 2. 2.5. policies and sales figure were not disclosed by the competitors.The period of the project was not sufficient to study all the factors in deep. 3. but this study has some limitation: 1. 5. Easy availability of finance.Visiting various places for the study consumed a lot of time. Higher import duties on row materials.Some of confidential information viz. credit period. 4. China and from other Asian countries. LIMITATION OF STUDY Although I tried my best in preparation of this project. Threats 1.We cannot say that what the consumer have revealed will be right for each and every situation because their perception is influenced by many factors. Cheap imports from Singapore.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

4. Kenstar is most preferable brand for Microwave oven because of their quality. 9. 10. SAMSUNG product is costly as compare to LG and VIDEOCON. 7. While visiting the shop we know that LG is gives high profit margin as compare to other competitors.3. Study shows that quality of the product is most important parameter for Refrigerator then price is considered by consumers. 8. All the dealers were not satisfied with the profit margin. 5. 12. While visiting the shop we came to know that quality is most important parameter which is affect on more sales of Washing Machine. Philips is most popular brand for DVD. 6. While visiting the shop dealers suggested that after sales service is most important factor which contributes towards the sales of Consumer durables. 47 . 11. We came to know that while visiting the shop. Study shows that quality is most important parameter for more sale of colour television and then price is considered by consumers. Maximum rural area is covered by the VIDEOCON because of their low price products. According to Survey.

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

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

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

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

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

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

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

jivansingh Yogesh Parakh Hemant Jadhav Rupesh Gaikwad Prakash Gaikwad m. Alfa electronics Kalyani electronics Jalaram electronics Sudhir electronics Gajanan electronics Saptashrungi elec.chhajed Vardhaman Abad sunil mane kiran palve 02550266629 02550266936 9763326097 266165 9850893329 9422269618 9890693907 9960188597 9272994280 02556252252 9890237260 2377139 02591261736 9372447091 9422247900 9423128050 9423931129 9423181592 9881437299 02555224647 9422755187 02555225951 02555223828 02555223325 9225141994 02592221019 Lasalgaon Lasalgaon Pavan Nagar.39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 New Bhansali Electronics Harshad Enterprises Bhavsar Electronics Bharat Electronics parakh sales Raj Music Center Hari-Om TV Center Kalpesh Electronics mahavir electronics Sapana Electronics Shiv krupa elec. Nasik Lasalgaon uttam nagar Chandwad Chandwad Chandwad Dindori Chandwad Adgaon naka uttam nagar Manmad Manmad Manmad Taharabad Deola deola Satana Satana Satana Satana Satana Satana Kalwan Kalwan Bhaskar Deore Madhavrav Aher Ravi Ostawal Sanjay Para Deepak Ahire Manoj Hemchand Prashant Bhamre Vasant Nikam Sunil Brahamankumr Satyajeet Deore Bhushan Kothari 55 . Lata electronics Manoj Home Apliances Sanjay Furniture Anokha Electronics samartha enterprises Suvidha electronics mahavir electronics Para electronics Yashwant electr. Ravi Bhavsar b.

bamb nitin & babasaheb d.road Ojhar mig Ojhar mig Ojhar mig Ojhar mig Ojhar mig Ganagapur road Sharanpur road Uttam nagar Pimplegaon Pimplegaon Prashant electronics Santosh Nikam Arihant electronics Sony electronics Shri saptashrungi Yash electronics Shivkrupa elec. khapre sharad ahinde Jain Prakash Chavhan Narendra Parakh Guvtam Jain Prabhakar Navase Soni Paresh k. Gurukrupa electroncs Kalyani electronics Om electronics Madhuri electronics Jain electronics Shivam electronics Parakh electronics mahavir electronics Santoshi electronics Jayashree enterprises Mayur electronics Ajit electronics jitendra electronics sai enterprises Sahaj electronics Shree Samartha Gurukrupa electroncs Swami Pradip Jain Kiran Suryawanshi Vaibhav Bachav Sanjay Jadhav Purushotam Bhamre r.road M. Komal electronics Ganesh Malpure Shailesh Aher Malegaon Store Krushna Shinde Nitin Khandelval Manohar Nikam 9422764137 9423071963 02554232946 9423934118 02554235889 02554235794 02554235704 9422758911 9860020808 9860347185 9890777842 9881951471 241520 9860520032 9850629003 241258 9225657151 02532577524 9822457539 9420363171 9850975230 9860966670 02550275495 02550271289 02532340321 02532311343 9850885135 9890067152 9373691777 Kalwan Kalwan Malegaon Malegaon Malegaon Malegaon Malegaon Malegaon Lakhmapur Lakhmapur Lakhmapur Taharabad Niphad Niphad Niphad Niphad Niphad M.bhatevara j. Shri samartha elec.G.G. Malegaon electronics Krushna Electronics Khandelwal electr.bamb 56 .65 66 67 68 69 70 71 72 73 74 75 76 77 78 79 80 81 82 83 84 85 86 87 88 89 90 91 92 93 Bhagyalakshmi elec.gaikwad Ajit Shejwal Jitendra Welgaonkar Satish Kaka Balasaheb Sonawane p.

http://www.samsung. Bibliography 1.http://www.com/in/aboutsamsung/index.samsung.samsung.com/in/aboutsamsung/corporateprofile/visionmission.html 57 .94 95 96 97 98 99 100 Jain electronics Saubhagya elec.samsung.html 5.http://www.http://www. Anand elec.html 2.com/in/aboutsamsung/corporateprofile/index.http://www.com/in/consumer/index. Shriji Electronics Mahalaxmi Electronics Bholenarth Refrigerator New Jaymatadi Jain Ashish Bora Sameer Sharma Umesh Joshi Yogesh Wadekar Jimmy Joshi Santosh Mishra 251096 02557220450 9890416579 9763662920 02532516309 9823051420 9373915550 Pimplegaon Vani Vani Panchavati Panchavati Panchavati Panchavati B).html 3.com/in/aboutsamsung/corporateprofile/history.samsung.html 4.

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