DISSERTATION REPORT

On

MARKETING STRATEGY FOLLOWED BY SAMSUNG WITH

SPECIAL REFERENCE TO LCD & LED

GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY

In partial fulfillment of the requirement for the award of the degree
of
BACHCELOR OF BUSINESS ADMINISTRATION
Batch 2018- 2021

SUBMITTED BY: SUBMITTED TO:

SURAJ YADAV Ms. SADHNA SINGH
ROLL NO – 09615501718

NEW DELHI INSTITUTE OF MANAGEMENT

61A, TUGHLAKABAD, NEW DELHI-62
 ACKNOWLEDGEMENT

I would like to take opportunity to thanks all the people who helped me in collecting
necessary information and making of this report. I am grateful to all of them for their
time energy and wisdom. Getting a project ready requires the work and efforts of many
people. I would like to thank all those who have contributed in completing this project.

I would like to thank my faculty guide Ms. SADHNA SINGH for her valuable guidance
and support.

[SURAJ YADAV]
 TABLE OF CONTENTS

Sr. No. Topic PAGE

1. Introduction 4-22

Objective of Study

Review of Literature

Research Methodology

Limitations of Study
2. Company Profile 23-42
3. Data Analysis & Interpretation 43-53
4. Findings of the Study 54-55
5. Conclusion & Suggestions 56-59
Annexure 60-64

 Questionnaire

 Bibliography
INTRODUCTION
 INTRODUCTION

The concept of marketing came in India very late. Though we are known lot about the

theoretical part of it. The theoretical importance was left by the Indian industries when

they came to know about the competition with the multinational companies functioning

in India also exporting our products in abroad.

The essence marketing is an exchange or a transaction, intended to satisfy human needs

or wants. That is, marketing is a human activity directed at satisfying needs and wants,

through an exchange process. A demand is a want for which the consumer is prepared to

pay a price. A want is anything or a service the consumer desires or seeks. Wants become

demands when backed by purchasing power. A need is anything the consumer feels to

keep himself alive and healthy. A transaction consists of a value between two parties. A

transaction differs from a transfer. A transfer may receive nothing in return. The aim of

marketing is to make sales in order to earn reasonable profit for the producer.

MEANING
The marketing occupies an important position in any business units. Traditional view of

marketing is the customer wants whatever the seller presents to them. The main objective

is to manufacture the things without considering the need and want of consumer wants.

Several authors have defined term marketing.

DEFINATION

“Marketing includes those business activities which goods are involved in the flow of

goods and services from production to consumption” – Converse

“Marketing is the business process by which products are matched with market and

through which transfer of ownership are effected.” Cundiff.

Previously market was considered to be a place where buyers and sellers would meet. But

market dose not necessarily mean a place. According to Barwell, marketing consists of

identifying, anticipating and satisfying customer needs and desires. According to Stanton,

“marketing is the creation and delivery of a standard of living; it is finding out what

customer wants, then planning and developing a product of service that will satisfy those

wants; and then determining the best way to price, promote and distribute that product or

service,” Peter Drucker observes that the purpose of business is to create a customer by

which he lays stress on two aspects: (a) identification of consumer needs and (b)

organizing the business to meet these needs. The modern concept focused on the

consumer and their satisfaction. The approach of modern marketing is consumer-oriented

instead of solely product-oriented.

OBJECTIVE OF MARKETING :
1. Intelligent and capable application of modern marketing policies.

2. To develop the marketing field.

3. To develop guiding policies and their implementation for a good result.

4. To suggest solution by studying the problems relating to marketing.

5. To find sources for further information con

6. To revive existing marketing function, if shortcomings are found.

7. To take appropriate actions in the course of actions.

OBJECTIVES
 OBJECTIVES OF THE STUDY

1. To study the marketing strategy of SAMSUNG LCD & LED.

2. To analyse the future planning of SAMSUNG LCD & LED.

3. To evaluate the effectiveness of marketing strategies.

4. To study the consumer preference towards the SAMSUNG LCD & LED.
 HYPOTHESIS OF THE STUDY

H1:- The customer have positive attitude towards the product.

H2:-Price of a product depends upon its technical functionality and looks.

H3:-The promotional strategies adopted by the companies contributed in customer

buying decision related to LCD & LED.

 REVIEW

OF

LITERATURE

REVIEW OF LITERATURE
This Projects is concerned with studying Marketing Strategy of Samsung with special

reference to LCD & LED.

When someone wants to buy the LCD, they look towards the specialties, benefits and

value added services. From this project one can also determine the factor that influences

the customer the most. We can also find out the buying behavior of consumer. This

project will also check the consumer satisfaction level that is using the services of

different service providers.

This project is also concerned with understanding the various promotional strategies

adopted by the LCD, LED TV market leaders i.e. SAMSUNG. We can evaluate the

customer’s level by this project.

Every business organization that comes into contact with the customer develops a

perception in the mind of the customer. Today, in this competitive world every

organization needs to know the perception in the mind to the customers. In order to gain

mind share or heart share of customers along with the market share is the main lookout

for the organizations. Especially in consumer electronics sector, where the products are

more or less same, the only way to leave positive impact on customer’s mind and to gain

competitive advantage is providing best possible services to the customers.

Product/Market Positioning
As mentioned earlier, Samsung has positioned themselves as wide variety products, good
quality-affordable priced company. There are many companies competing in the same
industry like Apple with its mp3 and computer products, Samsung is one of the largest
electronics and IT companies. According to Fortune, they have made themselves
noticeable by being ranked second company in their industry (Electronics, electrical
equipment) with a fortune 500 rank of 46 (Fortune, 2008). We have chosen to position
Samsung's products in 5 different categories, because they have different position in each
category.

Products & Market Positioning Diagram

High Prices

 Mobile
 HD TV/DVD
 LCD
 Digital Appliance
Low Perceive High Perceive
Value Value

 Semi Conductor

The three-pronged objectives of Samsung are: -

1) Strengthening their channel relationships,
2) Enhancing their product portfolio and
3) Creating the best service infrastructure, to gain more mindshare."

Positioning:-
Many multinational companies adopt a “less developed countries” mindset, assuming that
these markets are at an earlier stage of the same development path followed by the
developed countries. To take the example of the automobile industry, Ford and GM
launched their outdated models like Ford Ikon and Opel Astra in the Indian market.
When these models did not sell well, the companies changed course and decided to
launch newer models in India. In the case of Samsung, the company from the very
beginning launched its whole range of high technology products, which included CTVs,
audio and video products, information technology products, mobile phones and home
appliances in India. It introduced products such as the ‘Bio’ range in CTVs, high-
powered Woofer series of colour televisions in 21-inch and 29-inch conventional and 21-
inch flat TV segments. And not to forget the lateset DNie television.

By positioning itself on the technology platform, Samsung was able to differentiate itself
from its competitors. Differentiation today is the key for a brand to be preferred by the
consumers, when there are so many other brands within the same product category.
Without differentiation, its loyal customer base cannot be created or sustained. But to be
a true differentiator, a company must provide features that are meaningful to customers.
Which is what exactly Samsung has been doing.

Analysing customer needs and expectations- breakthrough technology and utility

a) Objectives and constraints- high profit (market skimming) and (constraint) low
volumes
b) Identifying channel alternatives- 0, 1 and 2 level
c) Evaluating major alternatives- high profits by catering to the needs of higher level
income customers, which are increasing in towns and cities
d) Selecting channel members
e) Training channel members
f) Motivating channel members
g) Evaluating channel members
h) Modify channel arrangements

Market Segmentation & Targeting Strategy

Target Marketing
The market today has large number of customers and to satisfy each of them individually
is impossible of any company. So what any company does is it comes out with a product
which satisfies majority of its consumers. This is known as target marketing. The target
marketing done by Samsung is also the same it targets major portion of the market whose
preferences are similar. It does a market survey of understanding the consumers. It is not
actually a survey but look at the type of LED which a consumer is looking for in the
market through the consumers demand. Samsung targets the market by targeting groups
holding major part of demand and accordingly manufacture the product.

Example: - Targeting the lower income group who are looking for a cheaper LED in the
market. In market targeting strategy Samsung falls in “product specialization” pattern .As
it specializes in the same product line.

Market Segmentation
Dr Philip Kotler defines market segmentation as “a process of identifying groups of
buyers with different desires or requirements”.

Levels of Market Segmentation:

Mass Marketing: - Samsung uses mass marketing techniques by manufacturing LED &
LCD, which is suitable for major portion of market. Considering the fact that there are a
large number of families falling in the middle income group in India, so their buying
capacity is kept in mind and accordingly LED & LCD are introduced in the market. In
this way large number of market is target and mass marketing is done by Samsung.

Segment Marketing: - In segment marketing Samsung identifies groups having similar

wants, purchasing power, buying attitude etc and then comes out with LED & LCD
catering to different major groups and thus satisfying every part of market with its
product.

Niche marketing: - The latest LED and LCD introduced by Samsung are a classic
example of niche marketing. Samsung with these latest LED targeted the higher class in
the society. These LED had features like internet access, a large screen and all the
possible latest technology introduced till date. These LED are expensive and so it clearly
shows that Samsung target a small fraction of higher income group in the urban society.

Local marketing: - When it comes to local marketing Samsung is not into local
marketing. But country wise products are manufactured i.e. according to the demand of
product in the market.

Individual marketing: - Samsung in not into manufacturing of product according to

customer specifications. Therefore Samsung is still not into customized marketing.

Basis of market segmentation:-

a) Geographic segmentation
1) Urban
2) Semi urban
3) Rural

b) Demographic segmentation
 1) Age
2) Income

c) Psychological segmentation
1) Personality

On the basis of the above factors market segmentation in Samsung takes place.

Positioning Strategy

Positioning strategy is an image which a marketer develops in the minds of the customer
in other words perception about the product in the minds of consumer which is formed by
the positioning strategy of the marketer. Any company prefers one consistent positioning
message.

In case of Samsung the positioning strategy used was “Samsung”. But from the time
Samsung has been introduced in the market one image which was created in the minds of
consumers was it was a ruff and tuff piece i.e. its body is hard. But as the time passed by
today Samsung with its core positioning is also targeting its technological advancement
as positioning strategy. The positioning strategy of any company plays a vital role in
creating a psychological perception about the product.

Differentiation Strategy
It is nothing but adding valued difference to the product which a competitor’s product
will not be having in it. It is necessary as differentiation is necessary for a product to be
recognized and sold in the market.

Differentiation Tools
Product differentiation:-Samsung in terms of product differentiation has a better quality
outer body.
RESEARCH METHODOLOGY
 RESEARCH METHODOLOGY

Research may be defined as a scientific and a systematic search for information on a

specific topic. Research is an art of scientific investigation. Search of information may be

known as DATA.

Research in common parlance refers to research for knowledge. For some people,

research means “a careful investigation or inquiry specially through search for new facts

in any branch of knowledge”. While some people consider research as movement, a

movement from known to unknown. More specific definition of research is “it is a

systematized effort of gain new knowledge.

Research is an academic activity and such terms should be used in a technical sense.

According to Clifford, research comprises defining and redefining problems, formulating

hypothesis or suggested solution, collecting, organizing and evaluating data, making

deduction and reaching conclusion and last carefully testing the conclusion to determine

whether they are fit the formulating hypothesis.

Research is thus an original contribution to the existing stock of knowledge making for

its advancement.

Check Box 1

Data can be collected from many different sources

The data collected directly from the targeted audience for the very first time is known as

PRIMARY DATA.

Sources of PRIMARY DATA

1. Observation method

2. Questionnaire.

The data collected from the modes where the data is already available is known as

SECONDARY DATA.

Sources of SECONDARY DATA :

1. Books

2. Websites

3. Company Magazines and Journals

LIMITATION
 LIMITATIONS OF THE STUDY

There are bound to be certain limitations in carrying out this research work sampling

error, time bounding, personal bias, etc. but an effort is made to obtain maximum

authentic results.

The limitations are as follow:

The study was largely dependent upon the interviews (questionnaire) with the students so

it might have decreased the efficiency of the project.

1. Time frame :

This is a time bound project as television industry is dynamic in nature. Telecom

industries come up with the new plans, offers and schemes every day.

2. Area bound:

This project study was focused on Delhi only. So the situation might be different

in other areas of universe.

3. The survey is subjected to statistical error.

4. Data collected through questionnaire was qualitative date which may differ from

person to person.

5. Above all, human error may also be present as it is the biggest limitation of any

study.
COMPANY PROFILE & PRODUCT PROFILE
 COMPANY PROFILE

Samsung ins Korean company that has risen to prominence in many fields over the years.

The size and to scope of the company is almost unimaginable, as they are one of the

largest and most diverse companies in the world. While the company is mostly known for

their technology division (cell phones, radios, MP3 Players, computer screens, and the

like) they have many other divisions as well.

The company has expanded form a humble storefront storefront launched in the late

1930s to the largest company in Korea and the second largest company in the world. In

addition to the electronics division, which is the most profitable and successful one in the

world, the company also has forayed into finance, chemicals, retail, and straight-up

entertainment – all with great degrees of success.

The company employs many of south Korea’s finest employees, including many with

PHD level education. This is not surprising, seeing as the company’s assets total

somewhere around 300 billion. The company has some of the most loyal employees

around and many work every day – that means on holiday time off or weekends – both

because they want to and it is expected.

However, it is important to note the company is responsible for at least 1/5 of the

Country’s exports. As a result, they are in a position of power because of the money they

supply to the government. Additionally, their vast number of employees is essential to the

country’s economy.

The company has been around for quite some time, and although there has been some

controversy about their strength and power in South Korea, there is no denying that they

benefit the economy greatly by providing jobs, exporting their services, and otherwise

doing things that smaller companies would not be equipped to do. Samsung is a

powerhouse of a company, with many people worldwide using their products,

particularly the electronics such as cell phones and MP3 players. It’s not surprising that

the company continues to thrive in the ways it does.

Founded in 1938, Samsung is currently the world’s leading consumer electronics brand.

The massive south Korean conglomerate entered the television market in 1972 and began

making flat panel TVs in 1999.

SAMSUNG SERIES 7 LCD

SAMSUNG SERIES 6 LCD

SAMSUNG SERIES 5 LCD

SAMSUNG SERIES 4 LCD

SAMSUNG SERIES 3 LCD

DESCRIPTION

BASIC LCD CONCEPTS

LCD televisions produce a colored image by selectively filtering a white. The light is

typically provided by a series of cold

cathode fluorescent lamps (CCFLs) at the

back of the screen, although same displays

use white or colored LEDs instead.

Millions of individual LCD shuters

arranged in a grid, open and close to allow

a metered amount of the white light

through. Each shutter is paired with a colored filter to remove all but the red, green or

blue (RGB) portion of the light from the original white source. Each shutter-filter pair

forms a single sub-pixel. The sub-pixels are so small that when the display is viewed

from even a short distance, the individual colors blend together to produce a single spot

of color, a pixel. The shade of color is controlled by changing the relative intensity of the

light passing through the sub-pixels.

Liquid crystals encompass a wide range of (typically) rod-shaped polymers that naturally

form into thin layers, as opposed to the more random alignment of a normal liquid. Some

of these, the nematic liquid crystals, also show an alignment effect between the layers.

The particular direction of the alignment of a nomadic liquid crystal can be set by placing

it in contact with an alignment layer or director, which is essentially a material with

microscopic groves in it. When placed on a director, the layer in contact will align itself

with the grooves, and the layers above will subsequently align themselves with the layers

below, the bulk material taking on the director’s alignment. It the case of an LCD, this
effect is utilized by using two directors arranged at right angles and placed close together

with the liquid crystal between them. This forces the layers align themselves in two

directions, creating a twisted structure with each layer aligned at a slightly different angle

to the ones on either side.

LCD shutters consist of a stack of three primary elements. On the bottom and top of the

shutter are polarizer plates set at (typically) right angles. Normally light cannot travel

through a pair of polarizer’s arranged in this fashion, and the display would be black. The

polarizer’s also carrying the directors to create the twisted structure aligned with the

polarizer’s on either side. As the light flows out of the rear polarizer, it will naturally

follow the liquid crystal’s twist, exiting the front of the liquid crystal having been rotated

through the correct angle that allows it to pass through the front polarizer. LCDs are

normally transparent.

To turn a shutter off, an electrical voltage is applied across it from front to back. When

this happens, the rod-shaped molecules align themselves with the electric field instead of

the directors, destroying the twisted structure. The light on longer changes polarization as

it flows through the liquid crystal, and can no longer pass through the front polarizer. By

controlling the voltage applied across the crystal, the amount of remaining twist can be

finely selected. This allows the transparency or opacity of the shutter to be accurately

controlled. In order to improve switching time, the cells are placed under pressure, which

increases the force to re-align themselves with the directors when the field is turned off.
Several other variations and modifications have been used in order to improve

performance in certain applications. In-Plane Switching displays (IPS and S-IPS) offer

wider viewing angles and better color reproduction, but are more difficult to construct

and have slightly slower response times. IPS displays are used primarily for computer

monitors. Vertical Alignment (VA, S-PVA and MVA) offer higher contrast ration and

good response times, but suffer from color shifting when viewed from the side. In

general, all of these displays work in a similar fashion by controlling the polarization of

the light source.

LED TV Features

LED TV is actually just a development

of the conventional sleek LCD flat

screens we all know and love. LED

TVs are basically LCD TVs with one

significant difference - they use Light

Emitting Diodes (LED) to backlight

the screen.

To work, all LCD TV need to be backlit. Up to now LCD TVs have used old-school

fluorescent-type backlighting. LED TV refers to a LCD flat screen incorporating LED

technology to backlight the screen.

And why have the boffins decided to go down this route? Well, there are significant

benefits when using LED technology. For starters the latest designs, such as Samsung

LED TVs, can be incredibly thin and even more gorgeous than normal LCDs. And there

are massive performance improvements: colours tend to be much more dynamic; blacks

are much darker; and colour saturation tends to be more balanced. LED TVs also

consume less energy, so they get the green thumbs up to boot.

LED TV achieves all this by ditching the fluorescent backlighting systems found in the

conventional LCD TVs, which tend to involve just one lamp. In its place hundreds of
smaller LED lights are placed behind the screen (this is called 'full array' or 'direct' LED

TV) each of which can be separately controlled.

The beauty of this approach is when a picture contains extremes of light and dark, the

presence of a single light source (as in a conventional LCD) limits the extent to which

you can recreate extremes of bright and shade, in other words contrast. Not so with LED

TV.

It's possible to have LEDs switched off and others going at full tilt right next to each

other on the same panel - a process called local dimming. This results in much deeper

blacks and much brighter whites coexisting within a single frame. LED TV reviews

continually refer to this significantly improved contrast ratio. As well as improved

contrast, LED TVs also deliver better blacks, as you can simply turn off the LEDs when a

scene from a film requires complete darkness. Magic.

Another approach to LED television sees the LEDs placed around the edge of the screen,

with their light shining across the back of the screen until it's bounced out toward the

viewer by an array of appropriately angled mirrors. This approach is favored by the likes

of Samsung LED TVs. This allows manufacturers to build incredibly slim housings

making LED televisions outrageously thin. There are even claimed performance benefits.
And just to be clear, LED TVs are vastly different from the self-illuminating OLED TVs,

which use pixel by pixel lighting.

SAMSUNG HISTORY

In 1938 the Samsung's founder Byung-Chull Lee set up a trade export company in Korea,

selling fish, vegetables, and fruit to China. Within a decade Samusng had flour mills and

confectionary machines and became a co-operation in 1951. Humble beginnings.

From 1958 onwards Samsung began to expand into other industries such as financial,

media, chemicals and ship building throughout the 1970's. In 1969, Samsung Electronics

was established producing what Samsung is most famous for, Televisions, Mobile

Phones (throughout 90's), Radio's, Computer components and other electronics devices.

1987 founder and chairman, Byung-Chull Lee passed away and Kun-Hee Lee took over

as chairman. In the 1990's Samsung began to expand globally building factories in the

US, Britain, Germany, Thailand, Mexico, Spain and China until 1997.

In 1997 nearly all Korean businesses shrunk in size and Samsung was no exception. They

sold businesses to relieve debt and cut employees down lowering personnel by 50,000.

But thanks to the electronic industry they managed to curb this and continue to grow.

The history of Samsung and mobile phones stretches back to over 10 years. In 1993

Samsung developed the 'lightest' mobile phone of its era. The SCH-800 and it was

available on CDMA networks.

Then they developed smart phones and a phone combined mp3 player towards the end of

the 20th century. To this date Samsung are dedicated to the 3G industry. Making video,

camera phones at a speed to keep up with consumer demand. Samsung has made steady
growth in the mobile industry and are currently second but competitor Samsung is ahead

with more than 100% increase in shares.

 PRODUCT PROFILE

SAMSUNG LED TV D8000

The Samsung LED Series 8000

Smart TV is all about a

transformative, immersive

experience delivered with style and

intelligence. The integrated and

innovative Smart Hub, which allows

you to interact with your TV, ensures

everything from surfing the internet on your TV to flicking through pics and home

movies is effortless and loads more fun. Whether you’re watching a movie or listening to

music, you will instantly notice the superior 3D Experience, which is ready to re-invent

your world of entertainment. And with a sophisticated design to match, which puts you

right in the middle of the action, and supreme connectivity for seamless streaming ? you

have a very stylish and intelligent TV to enjoy.

The Samsung ES8000 LED TV

The Samsung ES8000 Slim LED TV is ready

to deliver an outstanding experience that

brings you the future of home entertainment.

You can already discover the future of Smart

TV with Smart Interaction voice, Face

recognition and motion control as well as Smart Content features like Family Story

sharing and AllShare play access to devices. With Smart Evolution, you can easily install

a Samsung Evolution Kit every year to bring hardware, firmware, software and interface

up to the cutting-edge. Your TV will evolve, and you’ll enjoy all the new features and

great performance of a brand new TV – without needing to buy a new one.

Samsung LED TV UE40B7020

Aesthetically, the UE40B7020 is almost as

pretty as its more expensive sibling. Again it's

the screen's remarkable slimness that first

catches the eye; thanks to its use of edge-

mounted LED backlighting, it's under 30mm

deep at its deepest point - a particularly startling

achievement when you consider that Samsung

has somehow managed to fit digital and analogue tuners into such a tiny space. Suddenly

all those arguments we've heard from manufacturers who say you have to use external

tuner boxes with super slim TVs seem rather less convincing.
Samsung UN40EH5050 LED TV

The Samsung UN40EH5050 TV

uses LED technology which

creates vivid image output on the

screen. This Samsung 40-inch

TV has been designed to provide

a high-quality entertainment

experience to the consumer. With this HD LED TV, the user receives a large screen

Internet television that offers 1080p high-definition television via compatible sources and

provides standard-definition for non-HD sources. This Samsung 40-inch TV is equipped

with dual speakers as well as multiple input and output ports. The TV uses a dynamic

contrast ratio of 3200000:1. The ports in the Samsung UN40EH5050 TV consist of two

HDMI ports, a USB port, a PC input, composite input, and a headphone jack. This HD

LED TV offers multiple viewing modes, eco-sensor, and closed captioning among other

features. The Samsung 40-inch TV measures 21.7 inches high by 36.5 inches wide by 3.7

inches deep and weighs 19.8 lbs. The features in this unit make this TV a versatile

device.
Samsung LN40A450 LCD TV

With the SAMSUNG

LN40A450 LCD TV, seeing

clearly is never a problem. A

10,000:1 dynamic contrast ratio

delivers crisp, high-definition

images you have to see to

believe. Action-packed movies

and sports events are more lifelike than ever before with a 6ms fast response time,

eliminating motion blur. You’ll always enjoy total picture perfection with a SAMSUNG

high-definition LCD TV.

Samsung LN-T3242H LCD TV

High-quality virtual surround sound can

be experienced with just the speakers

built into the TV. SRS TruSurround XT

technology delivers an amazing,

simulated 3D effect with clear dialog

and powerful bass through hidden side

speakers. TruSurround XT audio adds three audio enhancement technologies to produce

an amazingly immersive sound experience.

 Dialog Clarity brings movie dialog into Focus during the playback of any

surround-encoded material to make speech much clearer and crisper.

 TruBass creates incredible deep rich bass allowing a person to perceive

significantly deeper, richer low bass tones that are far beyond the physical low

frequency capabilities of the speaker itself.

 The SRS WOW feature widens the soundstage by processing standard two-

channel stereo material as well as multi-channel encoded material for a

dramatic improvement in the playback of any stereo audio over a two-speaker

system.
TV LCD Samsung LE32B460B2W

Discover all the quality that is

hidden inside the cabinet of the

new shiny black LCD TV

SAMSUNG LE32B460B2W:

advanced technology solutions,

picture perfect, high fidelity

sound and compatibility with

SAMSUNG CAM (Freeview certification), to further widen the horizons of your

entertainment experience.
PROMOTIONAL OFFER
DATA ANALYSIS & INTERPRETATION
 DATA ANALYSIS & INTERPRETATION

The pie-chart shows the customer preference towards the different brands.

MOST PREFERRED BRAND

VIDEOCON SAMSUNG OTHERS

20%
40%

40%

INTERPRETATION:

 20% of the people observed are using Videocon.

 Double of the preference of the Videocon the Samsung was preferred by the 40%

of the total people observed.

Other brands rather than Videocon & Samsung are also preferred by 40% of the whole.
REASONS FOR BRAND LOYALTY

The respondents were asked to select the reasons from the options given for their

preference for Samsung LCD & LED this question, multi responses were received from

the respondents.

Reasons for brand preference

Reasons No. of respondents (out of 50)

Attractive designs 39
Reasonable Price 7
Brand image 22
Good quality 25

Reasons for brand preference

Attractive designs
27 41
Reasonable Price
24 7
Brand image

Good quality
SAMSUNG ADVERTISEMENTS

The advertisements can be seen in TV, magazines, newspaper, hoardings,

billboards, radio and so on. All the 50 respondents have seen the advertisements of

SAMSUNG LCD & LED in various media. This was a multi-response question and the

options given to select were restricted to TV, magazines, newspapers, hoardings and

radio.

Table 2 Major Advertisement media

Types of media No. of respondents

TV 46
Magazines 25
Newspapers 36
Hoardings 15
Radio 4s

Major advertisements media

12
3 TV
36

29
Magazines
20
Newspapers
Hoardings
Radio

This graph evaluates quality of the LCD & LED television used by the consumer.
INTERPRETATION

SAMSUNG LCD: The above graph shows that out of 50 people observed 41 are of the

view that Samsung LCD television is good, while 9 say that it is neither good nor had.

SAMSUNG LED: The above graph shows that out of 50 people observed 30 are of the

view that Samsung LCD television is good, while 22 say that it is neither good nor had.

This graph tells us about the characteristics of the LCD television which influence the

customer to select appropriate television.

FACTORS INFLUENCING PEOPLE CHOICE

Reason No. of Respondents (out of 50)

Design 40
Cost 25
Portability 20
Quality 32

32
40
Design

20 25 Cost

Portability

Quality

This graph tells us about the various promotional offer undertaken by the Samsung LCD

& LED television.

INTERPRETATION:

SAMSUNG LCD: among 50 people 26 feel good 12 is bad and 20 are of a view is

average.

SAMSUNG LED: among 50 people 25 feel good 15 is bad and 20 are of a view is

average.

The graph shows the purpose for using Samsung LCD & LED television.
INTERPRETATION:

SAMSUNG LCD: 20 people use Samsung LCD for commercial use and 28 for Personal

use.

SAMSUNG LED: 24 people use Samsung LED for commercial use and 20 for Personal

use.
This graph evaluates the customer satisfaction level of different television Samsung LCD

& LED.

INTERPRETATION:

SAMSUNG LCD : The above graph shows that out of 50 people 25 are highly satisfied

of view that Samsung LCD TV 15 are only satisfied and 5 people are partial satisfied or 5

dissatisfied while 0 is highly dissatisfied with Samsung LED TV.

SAMSUNG LED : The above graph shows that out of 50 people 20 are highly satisfied

of view that Samsung LCD TV 10 are only satisfied and 10 people are partial satisfied or

08 dissatisfied while 2 is highly dissatisfied with Samsung LED TV.

VERIFICATION
 VERIFICATION

H1 : Accepted

From the graph, we concluded that the quality of LCD much more better than that of led

television.

Thus, H1 hypothesis is accepted.

H2 : Accepted

From the analyses of data, we concluded that price of product depend upon its design.

Thus, H2 hypothesis is accepted.

H3 : Accepted

From the above graph, the price and promotional offer are most factors for consumer

buying decision.

Thus, H3 hypothesis is accepted.

FINDINGS OF THE STUDY
 FINDINGS OF THE STUDY

CUSTOMER SURVEY FINDING

1. Initially from the survey it was found that almost everyone has television.

2. The survey tells that the televisions are mostly used for personal use.

3. The survey gives a clear picture that the main source form which the people came

up to know about the television.

4. Hoardings, dealer’s scheme, have also a major effect to acknowledge people.

5. There is need to increase personal conversation among the commercial users.

6. From the graph we found that the quality of Lcd is much more than that of led

television.
 CONCLUSION

1. This statement H2 retain here, that the product price are depend upon their

functioning and looks.

2. People are mostly influenced by the quality and the design of the television.

3. Through the survey we came to know that the promotional activities undertaken

by Samsung are more effective and less unclassifiable towards its customers that

the of other.

4. From the study it is concluded that customer buy LCD & LED after thorough

investigations.
SUGGESTION
 SUGGESTIONS

1. Company should try to improve after sale service provider to its customer.

2. The company should focus on commercial user to capture high market area.

3. The companies should look after to enhance their various promotional activities.

4. The company should run advertisement campaigns’ to create awareness to the

customer regarding lcd & led.

ANNEXURE
 QUESTIONNAIRE

NAME : _______________________________________________

AGE : ____________________ CONTACT NO. : _________________________

OCCUPATION : _____________________________

__________________________________________________________________

1. DO YOU HAVE A TELEVISION ?

YES NO

2. IF YES…. DO YOU HAVE A LCD & LED TELEVISION ?

YES NO

3. WHICH TELEVISION DO YOU USE ?

SAMSUNG LED SAMSUNG LCD SIMPLE ( OTHER)

4. FOR WHAT PURPOSE YOU ARE USING THIS LCD & LED TELEVISION ?

COMMERCIAL USE PERSONAL USE

5. HOW DO YOU COME TO KNOW ABOUT THIS LCD & LED TELEVISION ?

ADVERTISEMENTS HOARADINGS

FRIENDS AND FAMILY OTHERS

6. WHAT DO YOU THINK ABOUT THE QUALITY OF THE PRODUCT ?

GOOD NEITHER GOOD NOR BAD BAD

7. WHAT DO YOU FEEL ABOUT THE AFTER SALE SERVICES OF THE COMPANY ?

GOOD NEITHER GOOD NOR BAD BAD

8. ARE YOU AWARE OF THE OTHER TELEVISION MANUFACTURER ?

YES NO

IF YES SPECIFY THE NAME

___________________________________________________________________

9. WHAT INFLUENCE YOU TO BUY THIS TELEVISION?

QUALITY PORTABILITY

COST DESIGN

10. WHAT DO YOU THINK ABOUT THE PROMOTIONAL OFFERS

UNDERTAKEN BY THIS COMPANY ?

GOOD AVERAGE BAD

11. ARE YOU SATISFIED WITH THE TELEVISION YOU ARE USING ?

HIGHLY SATISFIED SATISFIED PARTIALLY SATISFIED

DISSATISFIED HIGHLY DISSATISFIED

BIBLIOGRAPHY
 BIBLIOGRAPHY

WEBSITE:

www.indianeconomics.com

www.Wikipedia.com

www.samsungengineering.com

BOOKS:

Modern Marketing (Philip Kotler)

Marketing Management (Pgukuo Kotler)

Services Marketing (S.M. Jha)

MAGAZINES:

Business Today

Business World

REFRENCE:

Prakash Agencies

Prakash Traders