International Seminar on “Recent Trends in Marketing Technology”

A Study on Consumer Satisfaction

towards LG Product in
Dharmapuri Town
OPEN ACCESS
S.Velvizhi
Volume : 6 Ph.D. (Part Time) Research Scholar
Morappur Kongu College of Arts and Science, Morappur
Special Issue : 1 Assstant Professor in Commerce Government Arts College for (Men), Krishnagiri

Month : September Dr.K.Srinivasan, M.Com.,M.Phil.,HDCA.,Ph.D.,

Vice Principal, Research Guide and Supervisor
PG and Research Department of Commerce
Year: 2018
Morappur Kongu College of Arts and Science, Morappur

ISSN: 2320-4168
Introduction of Marketing
“The importance of marketing functions in business management
Impact Factor: 4.118 has significantly grown in recent year. This development has come
about a result of several factors such as technological advances,
Citation: intensified. Competition, growing consumer complexities of modern
Velvizhi, S & business.”
Srinivasan, K. “A
Study on Consumer What is market?
Satisfaction towards LG “A market in general, may be described as a place or geographical
Product in Dharmapuri area where buyers and sellers meet and functions. Goods or services
Town.” Shanlax are offered for sale and transfers of ownership of title occur.
International Journals Clark and Clark defines it as an area in which the force leading to
of Commerce, vol. 6, exchange of title to a particular product operate and towards which
no. S1, 2018, and form which the actual goods tend to travel.
pp. 328–332.
Meaning of marketing
“The word marketing is derived from the Latin word ‘markets’
DOI: meaning merchandise, wares, traffic, trade or a place where business
https://doi.org/10.5281/ is conducted. The common usage of market means a place where
zenodo.1419394 goods are bought or sold. In its strict meaning market need not
necessarily mean a place of exchange
“Marketing is human activity directed at satisfying needs and
wants through exchange process.

Marketing in India
“As in other developing countries marketing in India is a
neglected aspect of the economy. The reason which we have given
above for the neglect of marketing in other developing countries
are equally applicable to India. But before one can discuss the role
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International Seminar on “Recent Trends in Marketing Technology”
and structure of marketing in India. It is necessary to have an understanding two of the country
economic development. The aim of is to raise the national real income by efficient exploitation of
the resources increased production and accelerated tempo of economic activity in the country.

Definition of Marketing
“According to Philip kotler marketing is specifically concerned with how transactions are
created stimulated facilitated and valued.
William J .Stanton marketing is a total system of interacting business activities designed to plan,
price promote and distribute want satisfying products and services to present potential customers.
According to Pyle define ‘marketing induces both place and region in which buyers and sellers
are in free competition with one another – Chapman.

Objective of Marketing
1. To develop an intelligent appreciation of modern marketing practices.
2. To provide guiding policies regarding marketing procedure and their implementation
3. To study marketing problem according to circumstances and to suggest solution.
4. To analysis the short coming in the existing pattern of marketing.
5. To enable success full distribution of agricultural products our mineral wealth and
manufactured goods.
6. To enable managers to assess and decide a particular course of action.

Product
Product is anything that can be offered to a market for attention acquisition use or consumption
that might satisfy a want or need. It includes physical objectives services person’s places
organizations and ideas

Product Oriented view

It is a traditional concept of marketing this view is based on the assumption that the product
whatever it, we will concerned only with the production without taking into account the choice or
the behavior of the consumer.

Consumer
Consumer is a user of goods and services doctrine of caveat emptor or let the buy or beware was
generally replaced by the concept of consumer is the king of the market.

Consumer Oriented View

Marketing is related to the needs of the buyers only. Such products are brought forward which
can satisfy the wants and tastes of the consumer modern writers given more importance to the
consumer. To please the consumer offer sales service are needed.

Consumer Behavior
The term consumer or buyer behavior is often used rather loosely. In fact the consumer behavior
is a subject of human behavior. This does not mean that all human behavior is consumption oriented.
Human behavior refers to total process by which individuals, interact with their environment.

Buying Motive
329 MORAPPUR KONGU COLLEGE OF ARTS AND SCIENCE, Morappur
International Seminar on “Recent Trends in Marketing Technology”
A consumer can buy a particular product because he is influenced by contain motive is a strong
feeling urge instinct desire or emotion that makes the buyer to react in the form of a decision to buy.
For that matter, every human activity is motivated and is not spontaneous consumer.

Consumer Market
The consumer market contrast of all the individuals and households who buy or acquire goods
and service for personal consumption.
Consumers are very tremendously in age, income, education level. Mobility patterns and tastes.
Markets have found it worthwhile to distinguish different consumer groups and develop products
and services tailored to their needs.

Major Factors influencing the Consumer Behavior

“Consumer does not make decisions in a vacuum. Their purchases are strongly influenced by
culture, social, personal and psychological factors, these factors are shown in figure. 1 for the most
part they are not controlled by the marketer, but must be taken into” account, we want to examine
the influence of each factor on a buyers behavior we will illustrate these characteristics for the case
of a hypothetical consumer named Betty smith.

Consumer need
Selling bourses on the need of the buyer. Selling is preoccupied with the sellers need to convert
his product in to cash.
It is expressed in the following ways also.
• Consumer is the king. He get what he needs
• Consumer has voice and tops in the organization chart.
• Consumers need and desires are considered in production planning.
• Consumer need and desires are shaped through products.
• Firms produce acceptable products and not the products easy to manufacture.

Consumer satisfaction
Firms aim to satisfaction to consumer through marketing concept. The firms try to help the
buying in solving the problems better that competitors.

Signification of the Study

Study helps in obtaining sufficient background information vhere absolutely nothing is known
about the product.
1. The study helps in increasing the consumers awareness concepts identification and exploration
of the product concept.
2. Researcher is useful in establishing priorities amongst categories of behaviours and
psychological variables like beliefs opinion and attitudes.
3. The quantitative research is helpful in generally defining the areas fully and formulating
hypothesis for future investigation.
4. The researcher is useful during a preliminary screening process in order to reduce a large
number of probable one’s.
5. It helps in obtaining large amount of data about belief, attitudes etc., as data input for
multivariate analysis.

330 MORAPPUR KONGU COLLEGE OF ARTS AND SCIENCE, Morappur

International Seminar on “Recent Trends in Marketing Technology”
Objectives of the Study
Objectives of the study are as follows:
1. To study the market potential towards LG Products
2. To know about the social economic factors of the respondents.
3. To identify the brand performance of the respondents and to determine the important; factors
that influence the purchase of the LG Product.
4. To know about the respondents satisfaction on various attribution of LG Product
5. To make suggestions and recommendation for improving organization

Scope of the Study

This study focuses on how and why consumers make decisions to goods and services, consumer
behaviours research goes beyond these facts of consumer behaviours and considers the use of
consumer. Their subsequent evaluations.
The dissatisfaction with a choice for an electronic product perhaps lead to many reason. The
reason are continuous poor distribution problem poor influence of the existing consumer towards
potential consumer and vintage products mix for prolong period, each of these possible consequence
of convenience part purchase dissatisfaction. To give a solution for the above said problems of the
study is under taken

Collection Of Data
In the present study both primary and secondary data are made use of
a) Primary Data
Primary data have been collected from the consumers through questionnaire. The Primary data
was collected by interviewing the respondents. It was in the form of survey at different place.
b) Secondary Data
Secondary data were collected horn various books, website of he company

Sampling Design
In order to undertake samples the researcher has classified the entire consumers are in socio -
economic characteristics. Viz., age, sex, marital status, educational qualification, occupation and
income.
Purposive random sampling method is adopted in this survey.100 respondents were met in the
problem of consumer’s of LG Product in Dharmapuri town and issued questionnaire to them for
data collection.
a) Sampling Units
The additional intonations’ were collected from the user of LG Product For the study respondents
those who are using LG Product
b) Sampling Size
The total respondents for the study were 100 The sample size is collected from different user
model of a LG Product

Data Analysis
The study is an exploratory and empirical in nature. The collected data are classified and
tabulated. Cross tabulation has been done represents consumers social - economic status and the
behaviour. For analyzing the problem of LG Product consumers percentile, percentage and other
statistical tools are used.
Scaling technique is used for measuring the attitude of LG Product
331 MORAPPUR KONGU COLLEGE OF ARTS AND SCIENCE, Morappur
International Seminar on “Recent Trends in Marketing Technology”

Limitation of the Study

1. This study is restricted only to Dhannapuri town.
2. Dharmapuri town LG Product owners are considered as consumers.
3. This study period is only one year. Hence, the findings and conclusions are based on this
period only.

Conclusion
From the analysis and research concluded in Dharmapuri town, it was made clear that the
LG Product was the market leader. Britannia has to come up with more innovative promotional
campaigns in order to gain more consumers.
Since most of the respondents expressed a position note on factors like product image, price,
quality, taste, and energy. It is indeed the manufacturer’s duty to maintain the above factors at
the same time with a view to retain the top of the market. Because, all products are in need of the
above five qualifications to survive the market. Surprisingly LG Product are have the above three
qualifications with a good reputation. So, the manufacturer is required to concentrate on more of
these.
From the analysis and research concluded in Dharmapuri town, it was made clear that the
LG Product was the market leader. Britannia has to come up with more innovative promotional
campaigns in order to gain more consumers.
Since most of the respondents expressed a position note on factors like product image, price,
quality, taste, and energy. It is indeed the manufacturer’s duty to maintain the above factors at
the same time with a view to retain the top of the market. Because, all products are in need of the
above five qualifications to survive the market. Surprisingly LG Product are have the above three
qualifications with a good reputation. So, the manufacturer is required to concentrate on more of
these.

332 MORAPPUR KONGU COLLEGE OF ARTS AND SCIENCE, Morappur