Volume 1, Issue 9 (September, 2014)

Online ISSN-2347-7563

Published by: Sai Om Publications

Sai Om Journal of Commerce & Management

A Peer Reviewed National Journal

A STUDY ON CUSTOMER SATISFACTION TOWARDS

SELECTIVE LG PRODUCTS WITH SPECIAL REFERENCE
TO GOBICHETTIPALAYAM
Dr. A. Dharmaraj
Assistant Professor, Department of Management Studies &
Research, Karpagam University, Coimbatore, India
Email: dr.a.dharmaraj@gmail.com
ABSTRACT
Electronic goods are becoming a basic need rather than a luxury. There is a rapid growth witnessed
by the companies producing electronic goods since last decade. The Customer satisfaction towards
selective LG brand products has been made by the researcher in Gobichettipalayam for studying the
necessity of customer needs and their satisfaction. The analytical tools applied for the analysis of the
data collected like Simple Percentage analysis and Chi-square tests. The study is aimed at measuring
customer satisfaction towards selective LG products with special reference Gobichettipalayam.
Marketing starts before production and continues after sales. Marketing is the process of creating
customers. The important attribute of the product is quality and prices have received favorable
appreciation from the respondents.

Keywords: Customer Satisfaction; Awareness; Buying Behavior; Sale Promotion

INTRODUCTION
Electronic goods are becoming a basic need rather than a luxury. There is a rapid growth witnessed by
the companies producing electronic goods since last decade. The manufactures have brought out
numerous models of superior technology. A number of electronic goods are available in the market
today with different futures. Therefore consumers have a wide choice of electronic goods.
Before the liberalization of the Indian economy, only a few companies like Kelvinator, Godrej, Allwin
and Voltas were the major players in the consumer durable market, accounting for no less than 90% of
the market. Then after the liberalization, foreign players like Samsung, LG, Sony, Whirlpool and
AIWA came onto the picture. Today, these players are having the major share of the consumer
durables market.
STATEMENT OF PROBLEM
Electronics, considered on essential part of modern life. Now in the present century, new technologies
introduces new brand of electronic items every day the new arrival of electronic items has made the
companies constantly engaged in gaining the attention of the customers like price, offers etc., The
Customer satisfaction towards selective LG brand products has been made by the researcher in
Gobichettipalayam for studying the necessity of customer needs and their satisfaction.
OBJECTIVES OF THE STUDY
1. This research paper deals with the study of awareness on LG Products in Gobichettiplayam.
2. This papers aimed at knowing the factors affecting buying behavior of LG Products
3. To give the suggestions relating to the services of LG Products based on the result.
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Sai Om Journal of Commerce & Management

A Peer Reviewed National Journal
RESEARCH DESIGN
A Research design is purely and simply a basic frame work or plan for a study that guides the
collection of data and analysis of the data. In this study, we have adopted descriptive research design
in collecting and analyzing the data.
Sources of Data
Primary data- The validity of any research is based on the data collected for the study. Primary data
includes questionnaire. Questionnaire was the main tool used for collecting the first hand information
from the respondents. Hence, due attention was given in construction of the questionnaire.
Secondary data- The study also consists of secondary data, which is collected from magazines,
newspaper and journal and also websites.
Sample Selection
For the purpose of the research, convenient sampling method has been used in selecting the
respondents in Gobichettipalayam. 100 respondents residing in the Gobichettipalayam who were
possessing LG brand products were identified and they were selected as the sample for the study. The
Questionnaire schedule has been prepared in such a way that the respondents were able to give their
opinion truly and frankly.
Analytical Tools
The following are the analytical tools applied for the analysis of the data collected.

Simple Percentage analysis

Chi-square tests

ANALYSIS AND INTREPRETRATION

On the basis of data collected, the data has been analysed by using statistical techniques and tests were
conducted at five per cent and one percent level of significance. The objectively collected data have
been suitably classified and analysed in tables.
Gender Wise Distribution of the Respondents
Table showing the Gender wise distribution of the respondents
Table 1.
Gender
Male
Female
Total

No of respondent
78
22
100

Percentage
78
22
100

Among the respondents who registered their views in the study, 78 % were male respondents and 22 %
were Female.
Marital Status Wise Distribution of the Respondents
Table showing the marital status wise distribution of the respondents
Table 2.
Marital Status
Married
Unmarried
Total

VOL. 1, ISSUE 9 (September 2014)

No of respondent
67
33
100

Percentage
67
33
100

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Sai Om Journal of Commerce & Management

A Peer Reviewed National Journal
Among the respondents who registered their views in the study, 67 % were married and 33 % were
Unmarried.
Educational Status Wise Distribution of the Respondents
Table showing the Educational status wise distribution of the respondents
Table 3.
Educational Qualification
Up to School Level
Under graduate
Post Graduate
Professionals
Total

No of respondent
23
41
24
12
100

Percentage
23
41
24
12
100

The table reveals that that 41% of the respondents are under graduate and 24% of the respondents are
post-graduate and 23 % of the respondents are up to school level and 12% of the respondents are
professionals.
Occupational Status Wise Distribution of the Respondents
Table showing Occupational status wise distribution of the respondents
Table 4.
Occupation Status
Employee
Business
Professional
Agriculture & others
Total

No of respondent
34
37
14
15
100

Percentage
34
37
14
15
100

The table reveals that 37 % of the respondents are business people and 34 % of the respondents are
employees and 15 % of the respondents are agriculture & others and 14 % of the respondents are
Professionals.
Family Monthly Income Wise Distribution of the Respondents
Table showing the Family monthly income wise distribution of the respondents
Table 5.
Family Monthly Income
< 14000
14000 18000
> 18000
Total

No of respondents
35
30
34
100

Percentage
35
30
34
100

The table reveals that 35 % of the respondents are below 14000 and 34 % of the respondents are above
18000 and 30 % of the respondents are between 14000 to 18000.
Distribution of the Respondents on the Basis of Awareness of LG Products
The study was conducted on the basis to know the awareness of the respondents towards the LG
products.

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A Peer Reviewed National Journal
Table 6. Awareness on Products
PRODUCTS
Television
Refrigerators
Washing Machine
Personal Audio
LG Mobile
Microwave oven

No: of respondents aware ( out of 100 )

96
74
58
54
62
34

Out of 100 respondents 96 know Television

Out of 100 respondents 74 know Refrigerators

Out of 100 respondents 76 know Washing Machine

Out of 100 respondents 54 know Personal Audio

Out of 100 respondents 42 know LG Mobile

Out of 100 respondents 34 know Microwave oven

It is concluded that Television, LG Mobile and Refrigerators are known to more than 60% of the
respondents.
The Level of Satisfaction of the Respondents towards Selective LG Products on the
Basis of Quality Factor
It is used to analyse the level of satisfaction in the quality factor
Null Hypothesis: The opinion on quality is moderate.
Level of significance: Let = 0.05 be the level of significance.
Test statistics:
Table 7.
OPINION
Highly satisfied
Satisfied
Moderate
Dis-satisfied
Total

OBSERVED N
78
18
3
1
100

EXPECTED N
7
43
43
7

Computation of Test Statistic: The computed value of chi is 185.471

Degrees of freedom: (r-1) (c-1) = (4-1) (2-1) = 3
Significance (P) is 0.00
Inference: Since significance (P) is less than 0.05 the null hypothesis is rejected. It is concluded that
majority of the respondents are highly satisfied with Quality.
The Level of Satisfaction of the Respondents towards Selective LG Products on the
Basis of Price Factor
It is used to analyse the level of satisfaction in the Price factor
Null Hypothesis: The opinion on Price is moderate.
Level of significance: Let = 0.05 be the level of significance.
VOL. 1, ISSUE 9 (September 2014)

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A Peer Reviewed National Journal
Test statistics:
Table 8.
OPINION
Highly satisfied
Satisfied
Moderate
Dis-satisfied
Highly dis-satisified
Total

OBSERVED N
27
44
22
4
3
100

EXPECTED N
4
23
45
24
4

Computation of Test Statistic: The computed value of chi is 185.4712

Degrees of freedom: (r-1) (c-1) = (5-1) (2-1) = 4
Significance (P) is 0.00
Inference: Since significance (P) is less than 0.05 the null hypothesis is rejected. It is concluded that
majority of the respondents are satisfied with Price.
FINDINGS

Among the respondents who registered their views in the study, 67 % were married and 33 %
were Unmarried.

The study found 41% of the respondents are under graduate and 24% of the respondents are
post graduate and 23 % of the respondents are up to school level and 12% of the respondents
are professionals

It reveals that 37 % of the respondents are business people and 34 % of the respondents are
employees and 15 % of the respondents are agriculture & others and 14 % of the respondents
are Professionals.

This study also reveals that 35 % of the respondents are below 14000 and 34 % of the
respondents are above 18000 and 30 % of the respondents are between 14000 to 18000.

Analysis of awareness of the respondents shows that Television, LG Mobile and Refrigerators
are known to more than 60% of the respondents.

Analysis of the sources of awareness of the respondents reveals that Television is the major
source through which majority of the customers came to know about most of the LG Products.
Friends and Relatives and Newspaper are the sources through which mobile is known to the
most of the respondents.

Analysis of the level of satisfaction reveals that majority of the respondents are highly satisfied
with the Quality, Models/styles and customer service and they are satisfied with Price,
Advertisement, Durability, availability of spare parts and after sales service

The level of satisfaction of respondents belonging to various age groups reveals that
respondents belonging to various age groups have an average score level of satisfaction on the
features of LG products.

The level of satisfaction of respondents belonging to various levels of income reveals that
respondents belonging to various level of income have an average score level of satisfaction
on the features of LG products.

The level of satisfaction of respondents belonging to various educational levels reveals that
respondents belonging to various levels of education have an average score level of
satisfaction on the features of LG products.

VOL. 1, ISSUE 9 (September 2014)

Online ISSN 2347-7563

Sai Om Journal of Commerce & Management

A Peer Reviewed National Journal

The level of satisfaction of respondents belonging to various level of occupation reveals that
respondents belonging to various levels of occupation have an average score level of
satisfaction on the features of LG products.

SUGESSTIONS

As far as quality may concern the respondents were highly satisfied. But it should increase the
service standard.

After Sales service, advertisement and other factors are should need improvement.

The price of the product should be modified competitively. So this factor has to be improved
with a view to retain and attract more buyers.

The company should work towards providing more sales promotion offers to attract the
customers.

CONCLUSION
Marketing starts before production and continues after sales. Marketing is the process of creating
customers. LG products are liked by one and all. The study shows that most of the sale is done on
basis of sales promotion activities and TV advertisement etc. The important attribute of the product is
quality and prices should be taken care. Product attributes like permanence and after sales service has
been appreciated. It is certified that the customer satisfaction concept is an unpredictable one in any
kind of marketing but this study has attempt its best to reveal the same.
REFERENCES
1. Rajendraprasad.K et.al (2012), A relative analysis on customers satisfaction of Microwave oven:
study on select companies, Zenith International Journal of Multidisciplinary Research, Vol.2 Issue
2, February 2012, ISSN 2231 5780.
2. Ms.S.Santhini et. al.(2012) A Study on Customers Satisfaction towards Selective Sony Products
with Special Reference to Coimbatore City, IOSR Journal of Business and Management (IOSRJBM) e-ISSN: 2278-487X, p-ISSN: 2319-7668. Volume 9, Issue 5 (Mar. - Apr. 2013), PP 28-32.
3. http://www.esomar.org/
4. http://faculty.ksu.edu.sa/73944/DocLib/Customer%20satisfaction.PDF
5. http://epubl.ltu.se/1653-0187/2006/58/LTU-PB-EX-0658-SE.pdf
6. http://bear.warrington.ufl.edu/centers/mks/articles/CustomerSatisfaction.pdf
7. Philip Kotler, Marketing Management, 2011.
8. C.R. Kothari, Research Methodology, 2010.

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