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A DISSERTATION REPORT ON STUDY OF
COMPARATIVE MARKET ANALYSIS OF
SAMSUNG ELETRONICS VIA ITS
COMPETITORS

Submitted in partial fulfillment of the requirements for the Degree
Of Masters of Business Administration

Submitted By

COLLEGE OF ENGINEERING ROORKEE – SCHOOL OF
MANAGEMENT (UTTARAKHAND TECHNICAL
UNIVERSITY)

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ACKNOWLEDGEMENT

I am extremely thankful to who helped and inspired me in giving silhouette to the present
research work. My first thanks go to God.

I am unable to find suitable words to express my gratitude to my supervisor Head
of the Department, for her support and tireless guidance during the course of my dissertation.
Without his guidance I would never have been able to complete my research work.

I am beholden Assistant Professor, and Department of Management Studies for his
precious encouragement and suggestions.

I owe my thanks to the authors and publishers of various books, magazines, journals and
reports, a list which is given in the bibliography at the end, which I made use to complete my
research study.

Finally, I extend my deep thanks to my family members who are the source of
enthusiasm, who always taught me ‘values of honesty and hard work, which are the corner
stones of true happiness and success’ I shall be failing in my responsibility, if I ignore my
Friend…………………, who pointed out errors in my thesis and always provided me moral support
to keep my spirit high.

(…………………….)
Date: ……………
Place: …………..

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DECLARATION

I hereby declare that the present study entitled “Comparative Market

analysis of Samsung Electronics via its Competitors” is being submitted by me in the

partial fulfillment of the requirement for the award of Degree of Master in Business
Administration by is a record of my own work.
The matter embodied in this project report has not been submitted to any
other institution or university for the award of any degree, diploma, certificate etc.

(……………….)

Date: ……………
Place: …………..

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Overview of the Consumer durable sector……………………………. Objective………………………………………………………………………….. Recommendations…………………………………………………………………. Review of literature……………………………………………………………….15-18 6. Data Analysis and Interpretation…………………………………………………21-27 8. Introduction……………………………………………………………………….. Findings ……………………………………………………………………………28 9.finalyearthesis..com TABLE OF CONTENTS 1.31 11.33-36 4 .. Research Methodology……………………………………………………………19-20 7.www. Comparative analysis……………………………………………………. Company profile…………………………………………………………10-12 c. Limitations………………………………………………………………………….32 12. Scope………………………………………………………………………………7 4.9 b.30 10.com | www.1314 5..6 3.29 10. Conclusion………………………………………………………………………….final-yearproject. Annexure…………………………………………………………………………. Executive Summary………………………………………………………………5 2.8 a. References………………………………………………………………………….

finalyearthesis. Consumer durables have become inseparable in this era of modernization and thus influence even the common men’s life..www. I am focusing on Comparative Market study of consumer durables of Samsung vis-à-vis its competitors i. 5 . Haier. compulsion. LG. and motive of enhancing my knowledge and to know more about the consumer durable industry.C segment. passion and desire”. reason.e. Air conditioner for (Samsung India Electronics private limited). This report also includes the analysis of around 10 year’s sales data. habit. The copy of questionnaire is being attached with this report. This is one of the fastest growing industry with a growth of about 8% every year.e. aim.com | www.com EXECUTIVE SUMMARY “All human actions have one of these seven causes: chance. nature. This data with the help of Le square method is used to predict the future demand as well as the sales of Samsung. 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. Videocon. This project work is a small attempt to understand the dealer and retailer behavior in regard to the Air conditioners and to find out the position of Samsung among its competitors. The information was obtained through questionnaire as well as by the interview method.. This SIP project is being conducted on Consumer durables i. The method of personnel interview was also adopted for those who were unwilling to give any information in writing. At present around 50 of such interviews have been conducted keeping in mind the requirements of the survey being conducted. As a human being the major cause to take over this project was reason. Blue star in A. The reason is to accomplish my task.final-yearproject. Till date around 30 dealers and retailers are approached in Delhi. 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. Invention and the launch of new technology is the most important tool of this industry.

www.final-yearproject. Example: What are the parameters on which consumer makes his purchase decision? Parameters Rank O Price ………. the level of competition has grown as well. The challenge is not only to get the new customer but also to continue with the existing customers. O Product Features ………. ..e.com | www. The objective of doing the project is to: -Identify the Dealer of Samsung products with respect to its competitors in AC segment.com 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. O Packaging ……….To suggest some differentiating strategies to stay ahead in competition in AC segment. O Product Quality ………. Literally every day companies come up with new attractive offers to grab the better share of the market. 6 . O Brand Name ……….  Product  Pricing  Promotion  Placement.finalyearthesis. With the growth. The consumer durable market has grown considerably in last few years in India. O Product Design ……….To identify the factor affecting the four Ps i. .

www. Impact of consumer durables (being taken in to the study) on the retailers.com SCOPE OF STUDY 1. dealers. 7 . 2.finalyearthesis.final-yearproject. Comparison of Samsung with other competitors.com | www.

com | www. “All progress is born of inquiry. The final aim perhaps is not only to find the best. 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.www. 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.G. Research is a common parlance refers to a search of knowledge. The most important innovation in the new approach is to study simultaneously different organizational forms of business interest representation. It provides information for marketing decision making.final-yearproject. Haier. The aim of the study is to point out the best (in this respect) among the alternatives that are being studied.finalyearthesis. Blue star) in the area of Delhi and Surroundings. but also to improve it or similar objects later on. 8 . Doubt is often better than overconfidence. any problem that are identified and investigated further by using problem solving techniques with the objective of arriving at solution. Why Comparative Marketing study? Comparative marketing study/research comprise one of the most important and fascinating task of marketing.com INTRODUCTION A comparative marketing study of Samsung Electronics vis-à-vis competitor’s (L. Videocon.

The cost of servicing the network is huge for any brand. Most major international brands from Japan.www. US. The consumer is aware of the cost-benefit. or value for money aspect. Financing options are crucial in case of high-priced products. Consumer Durable Market Pie In Financial year 9 .final-yearproject. Korea. They increase the affordability for a wider segment of population.com Overview of the Consumer Durable Market The consumer durable market in India has seen a proliferation of brands and product categories in recent years. Europe and China have been launched in India with varying degrees of success.finalyearthesis. One of the largest barriers to entry for any brand in India is the distribution network.com | www.

exports semiconductors. epitomizing its vibrancy and dynamism in the area of global trade.www. Samsung Corporation is one of Korea’s most enduring and respected corporations. and with the housing development headquarter under the construction group. The organization consists of two business groups. chemical products and machinery & equipment. The Trading Group.finalyearthesis. In addition to trading. having stood behind the advancement of the national economy for more than three quarters of a century. and imports energy. currently operating from its 71 overseas offices. Samsung Corporation is engaged in two major business areas: trading. the group has to its credit Malaysia’s Petronas building. launched into the retail business. plants. 452m high. To date.final-yearproject. chemical products and textile. Samsung Corporation merged with Samsung Construction. in 1996. is also a plant builder and housing developer. At the origin of Samsung Group. boasting 92 stories aboveground. machinery. Samsung Corporation’s entrepreneurship and achievement on the world scene have been a major inspiration for Korea’s trading community. Samsung Corporation was the trading arm of the group. Currently. iron & steel. and Raemian and Trapalace. Ulchin Nuclear Power Plant.com COMPANY PROFILE Founded in 1938. New Busan Port. Incheon Int’l Airport. the apartment 10 . project organizing services and energy & natural resource development projects. construction. the world’s highest edifice. Its designation in 1975 as Korea’s first-ever General Trading Company marked a new chapter for its overseas operation. a provider of construction and engineering services. the Group carries out a variety of other projects including overseas investment. In a continuing bid to expand its business area beyond the confines of international trade. and in 1997. The Construction Group. which since then grew into a scope truly worthy of a global trader. with the retail business headquarter under the trading group.com | www.

finalyearthesis. hailed as new standard-setting luxury housing. 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. one of Samsung’s signature apartment complexes is a remarkable triumph. a multi-feature shopping center. Notably. launched patent- based management Feb Released digital slim TV with the narrowest body depth Released the first notebook PC with embedded terrestrial DMB receiver Samsung Blueblack phone. Last year.com | www. was selected as "The Best Handset" at 3GSM global conference in cannes.com complexes. and Samsung Internet Shopping Mall. each of these projects is a powerful testimony to the group’s technological excellence.www. The success of Raemian. topping the National Customer Satisfaction Index (NCSI) in the apartment category for eight consecutive years. SGH-D500. the group entered into a contract to build the world’s highest building. Raemian. France First commercialization of terrestrial DMB phone in Korea Developed DDR3 DRAM Developed the first wrinkle-free steam washer 11 . Burj Dubai. From energy resources to housing.final-yearproject. has driven up our overall market share in housing development to the top of the scale as well. The Retail Business is buoyant and thriving with Samsung Plaza Bundang . familiarly referred to as “Samsung Mall” as its two main platforms.

com Mar Developed the first HSDPA terminal for commercialization and ultra-high speed HSDPA system Cash payment to more than 15. 3x optical zoom camera phone Began mass production of 90 nano processed 1 GB DDR2 DRAM July Released the world's first 7 mega pixel camera phone Aug Released the world's biggest DLP TV Sep 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 Developed the largest Flexible LCD Panel Dec Received "25 iF Design (Germany) awards" Handset shipments reached over 100 million 12 .finalyearthesis.www.000 SMEs Developed 82" TFT-LCD Developed 7 megapixel camera phone Apr Became the official sponsor of Chelsea.com | www.final-yearproject. the renowned English soccer club May 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 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.

com Comparative Analysis A comparative Analysis of Samsung Electronics vis-à-vis competitor’s (LG. The aim of the study is to point out the best among the variables that are being studied.final-yearproject. The main emphasis in the survey will be given on the sales of Samsung in comparison to its competitors in AC segment. Problems are identified and investigated further by using problem solving techniques with the objective of arriving at solution.e. Haier. Another component of my study will be the analysis of the brand (Samsung) on four P’s i. Why Comparative Analysis? Comparative Analysis comprises one of the most important tasks of marketing. Blue star) in Delhi.finalyearthesis. What is comparative Analysis? In comparative Analysis we take our competitor’s products and make comparison through consumer with our own products. 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. 13 .www. • Product • Pricing • Promotion • Placement. Videocon. The most important innovation in the new approach is to study simultaneously different organizational forms of business interest representation.com | www. The study will include the survey which will be targeting about 30 dealers in the area of Delhi. It provides information for marketing decisions.

 It will encourage value creating investment. 2.final-yearproject.www.  It will help in taking decision during the line expansion and line pruning. Consumer perception: This is done with the aim of capturing the true words and emotions of consumer.  This will help us to stay ahead in competition.  With the help of display tracking we will find out the highest selling product and lowest selling product in the market. So I can say this study is more suitable for Samsung to compete and survive in global market.  Measuring performance.  It will help in maximizing the consistency of value creation.finalyearthesis.com Benefits to company: 1.  It will be used to revealed potential demand of each product.  It will prevent the undervaluation of competitor and we can find the strength and weakness of our product. 14 .  It will help company to get feedback from consumer. Display Share Tracking: Display share tracking will help us to find out this information.com | www.  It will help us for market share analysis. and in turn using this information to improve or developed products or to determine people attitude toward the products.

forestry. This was followed by spurts of growth associated with the two world wars that were partly.www.com | www. Baldwin and Ryan Macdonald: (April 23. but not fully. the cumulative growth in the volume of real gross national income (GNI) due to trading gains is 18% larger than the more common measure of production. initial period of positive growth in the gap between real GNI and real GDP from 1870 to 1920. The paper also examines the extent to which changes in Canada’s net international investment position have increased the national net worth of Canadians relative to the country’s stock of national wealth.finalyearthesis.final-yearproject. It uses estimates of the difference between real income and real output growth. gross domestic product (GDP). 2012): This paper asks how market expansion contributes to productivity growth. 2012): This paper presents a first Social Accounting Matrix (SAM) compiled for Canada. 2012): This paper studies the growth of the Canadian resource economy and the contribution of trading gains arising from increasing terms of trade to real income growth from 1870 to 2010. based on measurement theory from the System of National Accounts. and oil and gas—with an overview of the impact of these developments on Canadian well-being. It also examines whether exit from export markets is necessarily associated with deteriorating performance or whether it too can lead to success when associated with movements to new markets. The pattern is one of a long. It reports tabulations on changes in Canada’s international investment position and the associated cross-border income flows. John R. to measure trading gains that arose from increasing terms of trade over the period. Yusuf Siddiqi and Meir Salem: (February 3. The 1970s and the post-2000 petroleum and resource boom continued the long-term trend of an increasing differential between real GNI and real GDP. It investigates whether entry to both new international markets and new domestic markets is associated with greater productivity growth. It combines a historical account of the growth of a succession of natural resources—examining both the production and price history of agriculture. the authors 15 . 2012): This paper highlights the large progressive decline in Canada’s net financial liabilities to non-residents that has occurred over the last fifteen years. Guy Gellatly and Ryan Macdonald (February 29. Baldwin and Beiling Yan (March 20. mining. the paper examines the strategy of firms that move to new markets after they withdraw from export markets in order to examine the differences that set them apart from their counterparts that do not find themselves able to adapt because they simply withdraw to their home domestic markets.com REVIEW OF LITERATURE John R. From 1870 to 2010. Using data for the year 2000. Finally. offset by subsequent reversals. and evaluates the extent to which these investment income flows have affected the size of Canada’s gross national income relative to its gross domestic income.

The third application shows product taxes by type of expenditure and type of tax.www. households headed by seniors (aged 65 or older) compare much more favorably with younger households than when normally measured income is utilized. John R. A SAM extends the National Accounts to allow for a fuller understanding of the socioeconomic system that captures the interdependencies of institutional groups.finalyearthesis.com | www. Baldwin. not demographic change or 16 . when after-tax estimates are used. income streams underestimate the “potential” income available to support retirement. Marc Frenette. Households prepare for retirement by saving and borrowing and investing the proceeds. Potential income is the sum of realized income and the income that could be realized from owned assets such as mutual funds and housing. and industry of employment. This paper examines how this slowdown was associated with the restructuring that occurred in manufacturing as a result of the increase in excess capacity. educational attainment. the authors use a market-transaction approach. 2011): Labour productivity growth in the Canadian business sector slowed substantially after 2000. the dramatic increase in the Canada–U. Amélie Lafrance and Patrizio Piraino( November 21. gender. referred to as "potential" income. Based on data from the 1999 Survey of Financial Security. and fiscal transfers of the sector by income quintile and other household attributes. The second application expands employment income by age. Almost all of the aggregate productivity growth slowdown is driven by exporters. which introduces a new perspective on household savings that diverges from national accounting concepts and the Canadian System of National Accounts sub-control totals.S. savings.and post-retirement financial status of Canadian households. The first application expands the household sector through integration with household surveys. 2011): This paper uses a different metric. This paper takes this potential into account when comparing the pre. showing incomes. The paper finds that at least half of the slowdown in aggregate productivity growth is because of the pro-cyclical nature of productivity growth arising from capacity utilization. 2011):This paper asks how and why the transition rates for males between non-employment. Estimates from a dynamic mixed multinomial logit model suggest that increased state dependence. the potential income per adult-equivalent in senior households exceeds the income of households headed by younger adults. Indeed. outlays. This paper presents a macro SAM with three micro extensions. Most of the slowdown occurred in the manufacturing sector. For this exercise. Danny Leung and Chris Robinson: (October 20. own-account self-employment. and self-employment with paid help changed in Canada between the 1990s and the 2000s.final-yearproject. If they are not. John R. paid employment. this analysis shows that when “potential income” is considered. Baldwin. exchange rate and a slowdown in export growth.com construct a SAM for the national economy. It is found that the self-employed were much less likely to move back into paid employment in the 2000s than they were in the 1990s. The assets accumulated over a lifetime may or may not be drawn down in later years. Wulong Gu and Beiling Yan: (December 12. who had large declines in labour productivity growth in the post-2000 period.

17 . and Luke Rispoli: (Released July 28. the penalty for entry at suboptimal size or productivity is higher. air transportation. John Baldwin. 2011): This paper asks how the performance of self-employed unincorporated businesses affects the size of the gap in labour productivity between Canada and the United States. when the unincorporated sector is removed from the estimates for the business sector in each country and only the corporate sectors for the two countries are compared. However. Seven industries in the services sector. To do so. with the turnover due to entry and exit being the most important contributor to productivity growth. The effectiveness of entry (measured as market share captured) differs considerably more across industries than does its intensity (measured in terms of the percentage of new firms experimenting with entry at any point in time). 2011): The nature of the competitive process that causes a reallocation of market shares within an industry contributes to aggregate productivity growth. Since the productivity of entrants has been found in the literature to be less than that of incumbents. and estimates of labour productivity are generated for each sector. accounts for the increased stability. ranging from shifts between incumbents solely in broadcasting and telecommunications. Business services and truck transportation have the highest effective entry rates. are examined. The industries that most resemble retail in terms of relative importance of entry and its contribution to productivity growth are business services and truck transportation. firm turnover contributes positively to productivity growth in all industries.finalyearthesis.com | www. This paper extends our understanding of industry differences in the competitive process by examining firm turnover and productivity growth in various services industries in Canada and situating them relative to retailing and manufacturing. The reallocation process of market share varies across industries. the fact that there were more newly self-employed in the 1990s and that their businesses did not survive long is likely related to the poorer productivity performance of the self-employment sector in the 1990s compared to that of the self-employment sector in the 2000s. but in industries where entrants are relatively large at birth. to large gains by entrants at the expense of incumbents in business services and truck transportation. The productivity performance of the unincorporated sector relative to the corporate sector is much lower in Canada than in the United States. Danny Leung. The failure process within entrants is similar across industries. broadcasting and telecommunications.www. truck transportation. namely wholesale trade.final-yearproject. transportation and warehousing.com changes in the industrial and occupational structure. business services and financial services. two industries that have been the focus of these studies in the past. the business sector in each country is divided into unincorporated and corporate businesses. the gap in the level of productivity between Canada and the United States is reduced. As a result. John Baldwin and Amélie Lafrance: (Released August 19.

small and medium-sized businesses with less than 500 employees account for 54. respectively.3%.www.7% of GDP in the United States. this paper estimates GDP for small and medium-sized businesses versus large businesses for the Canadian non-agricultural business sector in 2005.com Danny Leung and Luke Rispoli: (Released June 13.2% of GDP in Canada and for 50. In the entire non-agricultural business sector.com | www.finalyearthesis. 18 . 2011): Adopting the methodology used to produce estimates of gross domestic product (GDP) by size for the United States.9% and 50.final-yearproject. When two industries with heavy government ownership in Canada (health and education) are excluded. the results are 52.

Sources of Data: The nature of the data that has been used in the project under study is both primary and secondary in nature. My research is comparative in nature.to collect Primary data through questionnaire using survey method. c. 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.finalyearthesis. 19 . The objective of this section is to describe the research procedure and methods that have been adopted for the achievement of the project objectives. the data for the study has been collected through a survey of Dealers/Retailers of Delhi and surroundings. a. e. suitable.final-yearproject. b..com | www.com RESEARCH METHODOLOGY “Research is the systematic design. collection. Sampling Technique: The study proposed to use convienient sampling. So as to give a precise.  The secondary data as it has always been important for the completion of any report provides a reliable. equate and specific knowledge. The data will collect from various magazines.  The study proposed . fact sheets newspapers and websites published by the company. d. Method of Data collection: In order to study the dealer perception regarding the sales of Samsung Products with respect to other companies in Delhi both primary and secondary data will be collected. Sample Area: In order to make a comparative analysis study the dealer & retailers perception of Samsung products with respect to its competitor.www. accurate. realistic and relevant data. analysis and reporting of data and findings relevant to a specific situation or problem”.

com | www. The other data was collected from the offer document and informal discussion with company members. The primary data is collected by interviewing the concerned persons. 20 .final-yearproject.www. Haier. Videocon and Blue star. References are also taken from search engines. news papers. fact sheets. magazines published from time to time and Internet.e. L.G. and journals. Company sources. interview method with the concerned persons will be used to collect the primary data. Dealers 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. personal meetings.finalyearthesis. books. The secondary data for the project is collected from websites. Secondary data Offer documents.com Primary data Questionnaire.

you are dealing in? Dealer Ratio Multiple brand 32% single Brand multiple brand Single brand 68% Fig 1.finalyearthesis.final-yearproject. Which of the following brands of AC. 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.www.10 Interpretation- 32% of the dealers deal in multiple brand and 68% of the dealers deal in single brand.com DATA ANALYSIS AND INTERPRETATION For this purpose I conducted a survey with the sample size of 30. 1.com | www. 21 . This sample includes the dealers and the retailers in the area of Delhi and surroundings.

www.5 Ton 3/2 3/1 2/2 1/1 1/1 2.com 2.Haier HW12DX.0 ton. 4. How many models do you display for each brand? In this question mainly the 1.5/0 Interpretation: Samsung and LG are the brands which display maximum models more than others brands. 1.0 Ton 1/1 1/1 1/0 1/0 .finalyearthesis. 3. 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 Model Samsung 18QB LG W18G2 Videocon SB1608 Bluestar WAM181YB Haier HW12DX Interpretation: After analyzing that Samsung 18QB . To what extents.LG W18G2 .com | www.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: Brand Name Capacity Samsung LG Bluestar Videocon Haier w/s w/s w/s w/s w/s 1 Ton 2/1 2/1 2/1 1/1 1/0 1. following brands of AC are preferred by customers? The major brands preferred by the customers according to the options given are as follows 22 .final-yearproject.are the most preferable models by the customer.

www.5 Ton 16000 2. What is the expected percentage of customers who are willing to pay? Premium. 5. 6. 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.0 Ton 11000 1. 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% .5 ton ACs are the most demanding segment in Samsung Price Band. 23 .1 Interpretation: Samsung AC are the 2nd most AC brand prefer by the customer in respect of others.finalyearthesis. Segment Price Band 1.0 Ton 20000 Interpretation: 1.final-yearproject.com Brand Prefrence by customers 35% 30% 25% 20% 15% 10% 5% 0% Samsung LG Videocon Bluestar Haier Fig 2.com | www.

com | www.2 Interpretation: As in above graph 78% customers are the premium customers and rest of 22% customers are Low-end-customers of the Samsung Brand. June.final-yearproject. What is the annual estimated sale 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 30 dealers and retailers was as under this analysis work constitute the limited sample size and thus may no predict the correct figures.com Proportion of Premium & Low-end Customers in Market Low-end customers 22% Premium Customers 78% Fig 2. The word season means the month of March. April.www. 24 . May. 7.finalyearthesis.

Haier 7800pieces per season. 25 . Interpretation: Samsung ACs are having the highest Annual Sale in respect of other Brands.com Brand Name Annual average estimated sales Samsung 29000 pieces per season LG 27000pieces per season Bluestar 25200pieces per season.finalyearthesis.com | www.final-yearproject. Videocon 15000pieces per season. Samsung ACs are leading brand with the annual sale of 29000 pieces per season.www.

final-yearproject.www.com | www.5 26 . 9.3.finalyearthesis. Customer Prefrence Index 6% 2% Brand Name Features 42% 28% Price Dealers Communication Design 22% Fig 2.3 Interpretation: As shown in the above graph customer mostly purchase ACs according to their brand name.com 8. When customers mostly visit showroom for buying AC? Question 9 & 10 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. 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%. after that on the basis of features and price. This can easily be understood by the fig 2. Please rank each of the following features from 1 to 5 on the basis of their importance to customers.

finalyearthesis. exchange offers and others.5 Interpretation: As shown in above graph customer mostly prefer ACs at the time of discount offers.www.com | www. 7.final-yearproject.com Customer Visit Index 60% 50% 40% 30% 20% 10% 0% Discount offer exchange offer Guift options Any other Fig 2. 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 2.7 27 .

com Dealers Recommendation for the Brand 40% 35% 30% 25% 20% 15% 10% 5% 0% Samsung LG Bluestar Videocon Haier Fig 2.35% of customer prefer LG and 28% prefer Samsung ACs.final-yearproject. FINDINGS 28 .finalyearthesis.com | www.www.7 Interpretation: Customers and Dealers both firstly prefer LG & Samsung AC brands.

Madipur. Lajpat Nagar.G. The markets of Jahangirpuri. Consumer Durables play a major role in the life of each individual. LIMITATIONS OF THE STUDY 29 . The dealers are the inseparable pillar between the company and the ultimate consumer. The ranking of the brands have the positive relation with design. 10. 9. Dealers are happy keeping the single brand. Haier got 17 percent and Videocon got the 20 percent recommendation. The analysis of the sales data reflects that the sale of Samsung is increasing year after year in comparison to its competitors.final-yearproject. 5. 16. Paschim vihar. Pitampura is around 90% as compared to of 30% in Jahangirpuri.C. Paschim vihar. 7. exchange offer only 15 percent are unknown customer. 12. Lajpat Nagar. Videocon. blue star and the analysis of the data using Research Methodology reflects the following. 3. Personnel Interviews regarding the Samsung and its competitors i. The retailers of remote areas of Delhi i.5 ton Air conditioners. The retailers in Paschim Vihar are in a better position to tackle consumers as compare to that of other remote areas. Haier. features. 8. Madipur. Retailers can sell any thing to the consumers if rewarded with appropriate incentives. South-Ex. Pitampura like targeting high profile people. LG got the highest recommendation 35 percent. 15. The percentage of premium end customers in Karol Bagh.com Primary data collected through questionnaire. 14. 6. Retailers like to stock the most sellable models of the company rather than the display models being promoted by the company.e. Mangolpuri 11. Samsung got 28 percent. Mangolpuri have different perception about A. Mangolpuri are the low end markets. 2.finalyearthesis. Retailer like keeping variety brand so as no let the consumer leave the counter until he affect sales. Madipur. Jahangirpuri. South-Ex. 4.www. L.com | www. The dealers in Karol Bagh. 1. price and others have the negative correlation.e. discount offer. 13. Low end markets of Delhi have very high market for 1. Dealer disclosed the fact that approx 85 percent customer come with prior knowledge of product price. Paschim Vihar.

final-yearproject.  Lack of sufficient information.finalyearthesis.www.  Difficulty in gathering the reasonable data  It’s all about the future predictions and future is unsuitable. Due to small sample size.  The final conclusion can be also affected by some of the extraneous variables.  Biasness of the respondent.  Lack of the instruments to find out the reasonable outcome.com  The Data collected from the Dealer might not be very accurate to obtain the desired information.  The sample size taken is small to make a universal statement. the finding may not be a true representative and it cannot be generalized.com | www.  Though the study represents the position of Samsung in Delhi. RECOMMENDATIONS 30 .

finalyearthesis. CONCLUSION 31 .  Samsung India Electronics should also target the lower End markets where their sale is very low due to the existence of the local players.www.  Samsung should also concentrate on the product category gap between the branded and the local players to win the competition in the long run.com  The Companies should more concentrate on R&D rather than wasting their money in various Sales promotional techniques.com | www.final-yearproject.  Samsung should make the market strategy keeping in mind both the lower-end as well as the premium markets.

it should also include the Necessity Part. 32 .www. The comfort alone should not be considered as the basis of measurement of the performance of Consumer Durable industry.finalyearthesis.com From the study we can conclude that consumer durables play a major role in the day to day life of human beings.com | www.final-yearproject. 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.

sony.haier.edu/triton/SDBiarritz/Rubric.sdsu.winebusiness.com  http://edweb.finalyearthesis.html  www.com REFERENCE  www.Samsung.com 33 .com | www.marketingpower.com  www.videocon.www.com  www.lgindia.final-yearproject.com  www.com/reports/53984/  www.com  http://www.bluestar.researchandmarkets.com  www.com  www.

com ANNEXURE PURPOSE OF STUDY I am an MBA student of COER.To what extents.5Ton 2.com | www. following brands of AC are preferred by customers? (Mark the appropriate preference level by ticking against respective brand) 34 .finalyearthesis.www.0Ton 1. Which are the two highest selling models of each company in AC & their prices? Samsung -………………………………………………………… LG…… -………………………………………………………… Haier… -………………………………………………………… Videocon-………………………………………………………… Any other-………………………………………………………… Q4.0Ton Q3.final-yearproject.SM presently pursuing my Management Research Project.Which of the following brands of AC. you are dealing in? (Please Tick) a) LG  d) Samsung  e) Videocon  c) Blue star  f) Haier  f) Any Other (Please Specify) ________ Q2.How many models do you display for each brand? Capacity Samsung LG Haier Bluestar Videocon W/S W/S W/S W/S W/S 1. Information in the questionnaire will be:  Used for academic purposes only  Kept strictly confidential Q1.

o BlueStar .0 Ton ……………… ………… ………… 1.0 Ton ……………….. Q9.com | www. What is the expected percentage of customers who are willing to pay? Premium …………….. ………… ………… Q6. Please rank each of the following features from 1 to 5 on the basis of their importance to customers.…………. o L... What is the price band for which the customer looks for while making purchase decision? Segment Brand Price/W Price/S 1.5 Ton ……………….www. o Videocon .………….com Brands Very High High Low Very Low Nil LG Samsung Hiear Videocon BlueStar Q5.finalyearthesis.G …………. What is the annual estimated sale of AC? Brand Amount o Samsung ………….. o Haier ………….final-yearproject. Rank 1= the most importance feature Rank 5=the least important feature Feature Rank Order a) Price _________ b) Design _________ 35 . Low-end …………. Q8.. ………… ………… 2.

www.finalyearthesis.5Tone  c) 2 Tone d) Any Other (Please Specify) ___________________________ Q13. When customers mostly visit showroom for buying AC? a) During Exchange Offer  c) During discount Offer  b) During Gift Option Offer  d) Any Other (Please Specify )_________ Q12. What is the most acceptable size in AC now days? a) 1Tone  b) 1.com | www. Which Brand you Recommend and why? ……………………………………………………………………………………………… PERSONAL PROFILE Dealer’s Name: ____________________________ Address: ____________________________ _____________________________ Ph. At which visit..:. customer generally finalize his/her decision for buying a AC? a) At Fist Visit  c) At Third Visit  b) At Second Visit  d) Any Other (Please Specify) _____ Q11. No.com c) Features _________ d) Dealers Communication _________ f) Brand Name _________ Q10.final-yearproject. ____________________________ Date: Sign/ Stamp 36 .

www.finalyearthesis.final-yearproject.com 37 .com | www.