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With Special reference to NASHIK district
A report submitted in the partial fulfillment of the requirements of the MBA program of the University of Pune By Swapnil D. Panpatil MBA - Marketing 2008-2010 PIREN’S Institute of Business Management And Administration Loni – Bk.
I hereby declare that this project report titled “The Study of Consumer Durable Market with Special Reference to Nashik District” in SAMSUNG ELECTRONICS LTD. is executed as per the course requirement for the post graduate program in management. I have not been submitted by me or any other person to any other university or institution for degree or diploma. It’s my own work.
Place: Date: Swapnil D. Panpatil. MBA (2008-2010)
In this project I have made an honest and dedicated attempt to make the research material as authentic as it could. And I earnestly hope that it provides useful and workable information and knowledge to any person reading it. During this small time frame of two months in which the project reached its completion, there were a few people whom I would like to make a mention of and without whose help the project would have never seen the light of the day. I also thank to my internal guide Prof.Vinod Malkar for his timely response via email, which immensely helped in giving the project the initial direction it needed. I would like to thank my external guide Mr.Santosh Keseri (Marketing Executive) who gave me a free hand as far as going about the project work was concerned. I dedicate this project to the Dealer’s of Nashik district who were extremely kind and who at times went out of the way to help me. Without their co-operation it would have perhaps not been possible to research a few places, which I did, within the stipulated time frame.
Swapnil D. Panpatil MBA (Marketing) 2008-2010
We look our training at SAMSUNG ELECTRONICS LTD. Nashik. During the training was to get an overview of the Consumer Durable Market of Nashik district. It was a firsthand experience to get exposed to the professional set-up and face the market, which was really a great experience. Training period was a learning experience. When business is involved, experiences counts a lot. experience are an instrument, which leads towards success. Working with SAMSUNG ELECTRONICS LTD., has been a pleasure I take this opportunity to present the project report and sincerely hope that it will be as much knowledge enhancing to the readers as it was to use during the fieldwork and the compilation of the report.
1. 2. 3. 4. 5. 6.
Introduction Industry Profile Company Profile Product Profile Objective of Study
Research Methodology 1.Primary data 2. Secondary data 3.Sampling 4. Scope of the study 5.Limitations of the study Theoretical Background of the study Data Analysis Findings Recommendations Conclusion Bibliography
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and dishwashers Consumer durables sector is characterized by the emergence of MNCs. there were still very few players in categories like vacuum cleaners. exchange offers. 6 . MNC's major target is the growing middle class of India. and hold over wide distribution network. and intense competition. increase in consumer awareness.INTRODUCTION Before the liberalization of the Indian economy. Whirlpool. as many foreign players were entering in the market with the increase in income levels. the penetration level of the consumer durables is still low in India. easy access to consumer finance. However. color televisions (C-TV) were no longer considered luxury items. easy availability of finance. Alwyn. Then. air conditioners. The market share of MNCs in consumer durables sector is 65%. discounts. only a few companies like Kelvinator. Today. and introduction of new models. Godrej. It is growing very fast because of rise in living standards. microwave ovens. foreign players like LG. However. these players control the major share of the consumer durables market. Consumer durables market is expected to grow at 10-15% in 2007-2008. and Aiwa came into the picture. after the liberalization. accounting for no less than 90% of the market. and Voltas were the major players in the consumer durables market. and wide range of choice. Daewoo. MNCs offer superior technology to the Consumers whereas the Indian companies compete on the basis of firm grasp of the local market. their wellacknowledged brands. Samsung. the demand for consumer durables has increased significantly. Sony. Products like washing machines.
Voltas. But post liberalization many foreign companies have entered into Indian market dethroning the Indian players and dominating Indian market the major categories being CTV.Indian Consumer durables market used to be dominated by few domestic players like Godrej. REFRIGRATOR. although the penetration level is much lower .The CTV segment is expected to the largest contributing segment to the overall growth of the industry. The rural market is growing faster than the urban market. Allwyn and Kelvinator. MICROWAVE OVEN and WASHING MACHINES. India being the second largest growing economy with huge consumer class has resulted in consumer durables as the fastest growing industries in India. SAMSUNG the two Korean companies have been maintaining the lead in the market with LG being leader in almost all the categories. LG. The rising income levels double-income families and consumer awareness were the main growth drivers of the industries. 7 .
The consumer durables industry can be broadly classified into two segments: Consumer Electronics and Consumer Appliances. helped by several drivers such as the emerging retail boom. refrigerators and Air-conditioners together constitute more than 60 per cent of the sales in terms of the number of units sold. Companies like LG. Industry Size. Instruments such as cell phones and kitchen appliances like microwave ovens were also included in this category. Blue Star. More than 7 million units of consumer durable appliances have been sold in the year 2006-07 with colour televisions (CTV) forming the bulk of the sales with 30 per cent share of volumes.INDUSTRY PROFILE The Consumer Durables industry consists of durable goods and appliances for domestic use such as televisions. MIRC Electronics. etc. Titan. 8 . The key product lines under each segment were as follows. The sector has been witnessing significant growth in recent years. Consumer Appliances can be further categorized into Brown Goods and White Goods. Growth. Whirlpool and Samsung have registered double-digit growth in the direct cool refrigerator market. real estate and housing demand. Voltas. air conditioners and washing machines. Whirlpool. refrigerators. CTV. greater disposable income and an overall increase in the level of affluence of a significant section of the population. Trends The consumer durables market in India was estimated to be around US$ 5 billion in 200708. the frost-free category has grown by 8. In the refrigerators market. Videocon.3 per cent while direct cool segment has grown by 9 per cent. The industry is represented by major international and local players such as BPL.
conventional CTV volumes have been falling while flat TVs have grown strongly. In the air-conditioners segment. Since the penetration in the urban areas for these products is already quite high. The flat segment of CTVs now account for over60 per cent of the total domestic TV production and is likely to be around 65 per cent in 2007-08. as competition is likely to intensify to scale and capture the mass market. respectively. Consumer Electronics The CTV production was 15. At the disaggregated level. the semi-automatic category with a higher base and fullyautomatic categories have grown by 4 per cent to 526. This trend is expected to continue through 2009.In the case of washing machines. the sales of window ACs have grown by 32 per cent and that of split ACs by 97 per cent.000 units and by 8 per cent to 229. the markets for both C-TV and refrigerators were shifting to the semi-urban and rural areas.High-end products such as liquid crystal display (LCD)and plasma display CTV grew by 400 per cent and 150 per Cent respectively in 2009–10 following a sharp decline in prices of these products and this trend is expected to continue. The growth across product categories in different segments is assessed in the following sections.000 units. The audio/video player market has seen significant growth rates in the domestic market as prices have dropped. Market sources indicate that most CTV majors have phased out conventional TVs and have been instead focusing more on flat TVs.10 million units in 2007-08 and is expected to grow by at least 25 per cent. 9 .2010.
COMPANY PROFILE SAMSUNG – Introduction 10 .
we will find the solutions we need to address the challenges of tomorrow.Our Vision Samsung is guided by a singular vision: to lead the digital convergence movement. and for people to invent new possibilities. 11 . enrich people’s lives and continue to make Samsung a trusted market leader Our Mission Everything we do at Samsung is guided by our mission: to be the best “digital-Company”. It’s our aim to develop innovative technologies and efficient processes that create new markets. for citizens in emerging markets to prosper by tapping into the digital economy. We believe that through technology innovation today. From technology comes opportunity for businesses to grow.
Their ingenuity will continue to chart Samsung’s course as a profitable. our dedicated people will continue to embrace many challenges and come up with creative ideas to develop products and services that lead in their markets. 12 .Samsung grew into a global corporation by facing challenges directly. In the years ahead. responsible global corporation.
1 spot in U. cellphone market Opened Global Brand PR Centre ‘Samsung D'light' No.1 worldwide market share position for TVs achieved for the seventh quarter in a row Developed the world's first 30nm-class 64Gb NAND Flash™ memory BlackJack bestowed the Best Smart Phone award at CTIA in 2007 • • • 13 .1 worldwide market share position for TVs achieved for the 9th quarter in a row No.SAMSUNG HISTORY • • • • • • • • 2008 Named Yoon-Woo Lee as a Vice Chairman & CEO of Samsung Electronics Launched OMNIA phone Completed establishing TV manufactory in Russia Kaluga Became the official sponsor of 2010 Guangzhou Asian Game Developed the world's first 2Gb 50 NANO Samsung takes No.S.
72"Super-Reflective LCD Screen September. K. Mr.000. 2005 The India Retail Forum has awarded Samsung as the Best Retailer of the year 2005 in the consumer Durables category. Best Buy and his team handed over the award to Mr. Dy MD and Samsung India at the India Retail award function held in February 2005 November 2004 Mumbai on 16th September. India made regional headquarters for Samsung Southwest Asia.S. High-Tech. Mr. Merger of SIEL with SEIIT. Launch in South Home Appliances Launch 14 .1 worldwide market share position for LCD for the sixth year in a row Developed the world's first real double-sided LCD Developed the worlds' first 50nm 1G DRAM Unveiled 10M pixel camera phone Launched "Stealth Vacuum. Union Home Minister." a vacuum cleaner with the world's lowest level of noises Launched the worlds' first Blu-Ray Disc Player 2006 • • • • • • Developed 1. S. H. S.the U. Commencement of production at refrigerator facility in Noida. Ravinder Zutshi. Uttar Pradesh. Oh appointed as the President and Chief Executive Officer of Samsung South West Asia. SVP. Software technology park set up at Noida Construction commences for 5. • Attained No. Shivraj Patil. Kim appointed as the First President and Chief Executive Officer of Samsung South West Asia. James Damian. Samsung received the Golden Peacock Special commendation Certificate for Corporate Social Responsibility (Private Sector) for the February 2004 February 2004 November 2003 August 2003 June 2003 December 2002 October 2002 year 2004 from Mr.000 refrigerator plant in Noida Samsung unveils new technology for Consumer Home Entertainment (DNIe™) June 1996 May 1996 Foundation Stone laid for CTV Factory at Noida. Inaugurated Samsung's new. advanced Refrigerator facility.
Samsung in India Samsung India is the hub for Samsung’s South West Asia Regional operations. Sri Lanka.December 1995 August 1995 Samsung India Electronics (SIEL) products launched in India. easier and richer through its superior quality products. Samsung India has a network of 19 Branch Offices located all over the country. President & CEO Samsung South-West Asia Regional Headquarters. Oh. Bangladesh. Samsung aims to grow in India by contributing to the Indian economy and making the lives of its consumers simpler. Headquartered in New Delhi. ‘Best Company’ in terms of both the internal workplace environment as well as the external context in which the Company operates. S. The Samsung manufacturing complex housing manufacturing facilities for Colour Televisions.” Mr. which commenced its operations in India in December 1995. Samsung India. Maldives and Bhutan besides India. “Our aim is to gain technological leadership in the Indian marketplace even as our goal is to earn the love and respect of more and more of our Indian consumers. The South West Asia Regional Headquarters looks after the Samsung business in Nepal. today enjoys a sales turnover of over US$ 1Bn in just a decade of operations in the country. Colour Monitors. 15 .H. Certificate for commencement of business received by Samsung GROWING TO BE THE BEST Samsung India aims to be the ‘Best Company’ in India by the Year 2006.
Samsung ‘Made in India’ products like Colour Televisions. Colour Monitors and Refrigerators were being exported to Middle East.000 people in over 90 offices in 48 countries. Colour TVs. Recognized as one of the fastest growing global brands. Memory Chips and TFT LCD’s.2Bn and net income of US$10. Samsung India currently employs over 1600 employees. 113. the company has of 5 main business units: Digital Appliance Business. Samsung Electronics Corporation is the world’s largest pro ducer of Colour Monitors. near Delhi. Digital Media Business. It has set up a “usability lab” at the Indian Institute of Technology in 16 . with around 18% of its employees working in Research & Development. digital media and digital convergence technologies with 2004 parent company sales of US$55. Semiconductor Business and Telecommunication Network Business.3Bn. LCD Business.Refrigerators and Washing Machines is located at Noida. Customized products for Indian Consumers Samsung understands the local cultural sensibilities to customize its products according to the Indian market. CIS and SAARC countries from its Noida manufacturing complex. Employing approx. telecommunications. SAMSUNG GLOBAL The DNA of Digital Innovation Samsung Electronics is a global leader in semiconductors.
ergonomics and interface.New Delhi to customize Samsung products to meet the specific needs of Indian consumers. Through its research done on consumer preferences in India. It is present in three of Samsung’s semi automatic models and dries the clothes better than the rest. Thus. including aesthetics. This industry-institute partnership is helping Samsung to study and analyze consumer response in aspects of product design. For the semi-automatic segment of Samsung washing machines. the Samsung televisions for India have a higher sound capacity than their foreign counterparts. Samsung washing machines have an additional menu that takes care of the local Indian wardrobes. They also have a ‘memory re-start’ that takes care of the frequent power failures in India. Samsung has concluded that Indian consumers want more sound oriented products. Samsung has introduced for the first time in India a feature called Super Dry. PRODUCT PROFILE 17 .
DNIe Pro and Wide Color Enhancer Pro to provide perfect picture quality. Wide Video MP3 Player (YP-P2) Equipped with Bluetooth and a touch screen interface. the 650 Series LCD TV features Auto Motion Plus 120Hz. 18 . Samsung’s proprietary DNSe 2. the YP-P2 lets consumers enjoy vivid videos on a 3-inch wide LCD screen. an Ultra Clear Panel.650 Series Full HD LC D TV Developed using our unique Crystal Design with a hint of rose-red color accentuating a traditional piano-black bezel frame.0 technology with EmoTure™ UI enhances the ultimate multimedia experience.
our washer dramatically reduces barrel vibration—even at the highest speed.VRT Front Loading Washer Designed with Vibration Reduction TechnologyTM (VRT). Samsung’s versatile steam cooking solution adds a steam function to the conventional oven. It also reduces energy and water consumption to the world’s lowest levels. as well as dry heat and fermenting. 19 . 6-in-1 Steam Oven Simple. our 6-in-1 steam oven combines all of the features of a conventional oven with advanced steam cooking technology to stimulate healthier eating. Further. grill and microwave. yet stylish. we’ve enhanced washing performance and eco-friendly performance with a diamond-shaped embossing drum.
‘on-the-go’ user who demands cutting-edge multimedia features. Bluetooth. GPS and wireless LAN 20 . Ultra-messaging BlackJack II (SG H-i617) Microsoft’s Windows Mobile software-enabled HSDPA smart phone boasts a bigger screen than the BlackJack I and includes a jog wheel. a widget for creating customized desktops and a G sensor for automatic horizontal rotation of photos and videos. The Samsung Haptic features one-touch access. including a web browser. one that touches all of the senses. It is designed for the innovative. The phone also has cuttingedge features such as a touch screen. our Haptic model promises a unique user experience.Haptic Touch Screen Phones (SC H-W420/W4200) Built with TouchWiz UI software.
OBJECTIVES OF THE PROJECT • To find number of brands of consumer durable in Nashik district. 21 . DVD. Washing machine. • To study brand preference of consumer for consumer durable goods. • To find most important parameter for selection of brand of Colour television. • To study profit margin of major brands in consumer durable.. Microwave oven. Refrigerators.
and strategy of investigation conceived as to obtain answers to research questions and to control variance. Without a proper wellorganized research plan. It is an important tool to study buyer’s behavior. 22 . In this study the company was interested to know the demand of different consumer durable product.Research Methodology Research methodology is considered as the nerve of the project. A research design specifies the methods and procedures for conducting a particular study. In fact. research methodology is the way to systematically solve the research problem. The main objective of survey was to collect appropriate data. which work as a base for drawing conclusion and getting result. it is the key to the evolution of successful marketing strategies and programmers. and focus market changes. brand loyalty. Therefore. According to Kerlinger. it is impossible to complete the project and reach to any conclusion. Research methodology not only talks of the methods but also logic behind the methods used in the context of a research study and it explains why a particular method has been used in the preference of the other methods Research design Research design is important primarily because of the increased complexity in the market as well as marketing approaches available to the researchers. about competitors. “Research Design is a plan. The project was based on the survey plan. Research design specifies methods and procedures for study. consumption pattern. conceptual structure.
SAMPLING METHOD Random Sampling method SAMPLE SIZE 100 Dealers Research tools: Questionnaires RESEARCH AREA NASHIK DISTRICT- 23 . These data were collected from various past studies and other sources of the company. Primary Data: These data were collected by personal interview with retailers/ dealer. Data Collection: This report was prepared after collecting data from the retailers/ dealers and past data was arranged from the various studies conducted in last few years and various other records of company.and potential for SAMSUNG procedures to be used for the study among retailers/dealer and. secondary data was also required. For this purpose questionnaires were prepared in such that all necessary data would be collected. However it was exclusively personal interview. Secondary Data: Information regarding the project.
• Nashik city CBS Panchavati Cidco Nashik Road Dindori Road Canada Corner Gangapur Road MG Road Deolali camp • • • • • Malegaon Kalvan Satana Chandwad Deola • Taharabad 24 .
• • • • • • • • • Nampur Lakhmapur Wani Yeola Lasalgaon Pimplegaon Baswant Ojhar Manmad Dindori Scope of the study 25 .
4. Calculated the display share of the SAMSUNG product in shop. Found out the customer response for SAMSUNG products by asking the owner of the shop. 2. 2. Collected the data of actual monthly sale of the SAMSUNG product in few shop. Indian consumer durable market is expected to reach $450 billion by on 2010 3. 3 Found out the problems that the dealer were facing while selling the SAMSUNG product. Checked whether demo calls were attended or not Scope 1. 26 . While visiting the shops we 1. India is the 4th largest economy in the world and overtake Japan in the near future become the 3rd largest.This project gives us great exposure to the consumer durable market because it includes product knowledge and field survey job in which we visited the consumer durable stores in Nashik district. India has the youngest population amongst the major countries. There were lot of people in the different income categories nearly the two third population is below the age of 35 and nearly 50% is below 25. 5. In term of purchasing power parity (PPP).
compared to other Threats 27 . And there were 6 million rich household in India. increase in purchasing power of consumers. 4. The upper-middle and high-income household in urban areas were expected to grew to 38. 5. Unexploited rural market. 5. i. 2. There were 56 million people in middle class. Rapid urbanization. who were earning us$4.2 million in 2007 as against 14. OPPORTUNITY 1.e. Easy availability of finance.400-US$21.800 a year. Increase in income level. 3.6 million in 2000. In India the penetration level of white goods is lower as developing countries.4.
schemes. Cheap imports from Singapore.Visiting various places for the study consumed a lot of time. 5. Theoretical Background of the study Scope of market research in view of modern global business.Many consumer and dealers/retailers showed less interest in providing information and haven’t cooperated. 4.The period of the project was not sufficient to study all the factors in deep. credit period. Higher import duties on row materials. 28 . but this study has some limitation: 1. 2. 2. policies and sales figure were not disclosed by the competitors.We cannot say that what the consumer have revealed will be right for each and every situation because their perception is influenced by many factors.1. LIMITATION OF STUDY Although I tried my best in preparation of this project. China and from other Asian countries. 3.Some of confidential information viz.
The trend toward complexity has increased the risks associated with business decisions. the business organization has evolved in response to the social and political mandates of national public policy.Research methods provide you with the knowledge and skills you need to solve the problems and meet the challenges of a fast-paced decision-making environment. Workers. Business research courses are a recognition that students in business. trade policies. Emerging from a historically economic role. technology transfers. Two factors stimulate an interest in more scientific decision making: (1) the manager’s increased need for more and better information and (2) the availability of improved techniques and tools to meet this need. with many business downsizing to make competitive gains. and continuing innovations in global communications. not-for-profit. and public organizations – in all functional areas – need training in the scientific method and its application to decision making. Government continues to show concern with all aspects of society. and macroeconomic savings – investment issues. These changes have created new knowledge needs for the manager. customers. Other knowledge demands have arisen from problems with mergers. Increased complexity means there are more variables to consider. During the last two decades. you will need to be equipped with an understanding of scientific methods and a means of incorporating them into decision making. shareholders. To do well in such an environment. The competition is more vigorous. explosive technology growth. Each of these factors demands that managers have more and better information upon which to base decisions. making it more important to have a sound information base. we have witnessed dramatic changes in the business environment. and the public are better informed and more sensitive to their self-interest. You will need 29 . protected markets.
Research and development. This book addresses these needs. Internal Sources Internal sources of organizational data are so varied that it is difficult to provide generalizations about their use. As the complexity of the business environment has increased.e. New techniques of quantitative analysis take advantage of this power.to know how to identify good research and how to conduct it. and collection success depends on knowing just where and how to look. Accounting and management information systems create and store much of the internal data. Examples are departmental reports. and marketing functions also contribute. at headquarters). We have begun to build better theories. production summaries. sources of collection of primary and secondary data for market research. The collection methods used are unique to the specific situation.. and marketing and sales studies. or in departmental chronological files. In other organizations. planning. There is vastly more knowledge in all fields of management. Sometimes the information may exist in central files (i. Communication and measurement techniques have also been enhanced. increase in the number and power of the tools to conduct research. financial and accounting reports. Systematic searches should be made through exploratory interviews with everyone who handles the 30 . there has been a commensurate. in computer database. a central library keeps all relevant information. ta sources may be classified as either internal (organizational) or external sources of information. The computer has given us a quantum leap in the ability to deal with problems. These trends reinforce each other and are having a massive impact on business management.
MIS. or departmental secretaries can help in pinpointing critical data sources. These organizations often publish statistical compilation. Published sources of data can be classified into five categories. Major source of published information consists of diverse materials from special collections. product specifications. A second group includes university publications. External Sources External sources are created outside the organization and are more varied than internal sources. Online databases are often specialized and focus on information about a particular field. and many others.information. There are also better defined methods for finding them. Data Analysis and Interpretation Table No. There are miscellaneous information sources consisting of the productions of various trade. of which there are master’s theses. The files are sets of records grouped together for storage on some medium. Often company librarians. doctoral dissertations. 31 . Access may be through online search or CD-ROM. and research records. company policy statements. research report. sales literature. each a compendium of a range of information. and proceeding of meeting. PR/communications. speeches by prominent executives. This discussion is restricted to published sources. A third group includes company publications such as financial reports. professional and other associations.1 Number of company’s product sold by dealers. They are composed of interrelated data files. Within this category there are many reference books. although other sources of information may be useful. The newest and fastest growing one is computerized database. Internal data sources may be the only source of information for many studies.
of company’s product sold from dealer’s shop. No. OF COMPANIES NO. 2 shows no. 56 dealers were sold C-TV and REFRIGERATOR. 1 2 3 4 TOTAL PRODUCT C-TV C-TV & REFRIGERATOR C-TV & REFRIGERATOR & WASHING MACHINE ABOVE ALL NO. 86 dealers were sold only C-TV. 1 INTERPRETATION:According to survey.Sr. Sr. 67 dealers were sold C-TV and REFRIGERATOR. OF RESPONDENTS 86 67 56 92 301 Source:. NO. NO. Table no.Survey Graph No. OF RESPONDENTS 32 . WASHING MACHINE and 92 dealers were sold all product.
34 dealers were sold only 2 brands from their shops. 2 INTERPRETATIONAccording to survey. Table No.Survey Graph No.3 Shows Major brand of C-TV sold by dealers.1 2 3 4 TOTAL PRODUCT FIVE FOUR THREE TWO 33 24 9 34 100 Source:. 33 . 33 dealers were sold 5 brands.
4 Most important parameter for more sale of C-TV 34 .Sr. :. in Nashik district LG is leading in C-TV with 39%.3 INTERPRETATIONAccording to dealers. OF RESPONDENTS 39 23 18 11 9 100 PERCENTAGE 39 23 18 11 9 100 Source:.Survey Graph No. 1 2 3 4 5 TOTAL BRAND LG VIDEOCON SAMSUNG SANSUI ONIDA NO. Table No. after that VIDEOCON is 2nd with 23% and then SAMSUNG is on 3rd with 18%. NO.
1 2 3 4 5 REASONS FOR MORE SALES Price Quality Service Advertisement Schemes TOTAL NO. Price is most important parameter for more sale of C-TV and then Quality. 5 shows the major brands of REFRIGERATOR sold by dealers.Survey Graph No. OF RESPONDENTS 28 30 17 15 10 100 PERCENTAGE 28 30 17 15 10 100 Source:. Advertisement and Schemes. 35 . Services. Table No. NO.Sr.4 INTERPRETATIONAccording to dealers.
Sr.Survey INTERPRETATIONAccording to dealers. After that Whirlpool and Kelvinator is following them. Table No. OF RESPONDENTS 22 13 9 12 19 16 9 100 Graph No.6 shows most important parameter for more sale of REFRIGERATOR 36 . NO 1 2 3 4 5 6 7 TOTAL BRAND LG VIDEOCON SAMSUNG GODREJ WHIRLPOOL KELVINATOR KENSTAR NO. 5 PERCENTAGE 22 13 9 12 19 16 9 100 Source:. LG also leading in the REFRIGERATOR market in Nashik district with 22%.
OF RESPONDENTS 27 32 19 13 9 100 PERCENTAGE 27 32 19 13 9 100 Source:-Survey Graph No. Advertisement and Schemes. :. Table no.6 INTERPRETATIONAccording to dealers.7 shows Major brands of Washing Machine sold by dealers. 37 . NO.Sr. 1 2 3 4 5 TOTAL REASONS FOR MORE SALES Price Quality Service Advertisement Schemes NO. Services. most important parameter for more sale of Refrigerator is Quality and then Price.
Sr.Survey MAJOR BRAND OF WASHING MACHINE 10% 9% 9% LG 18% 11% VIDEOCON SAMSUNG IFB WHIRLPOOL GODREJ 21% 7% 15% KELVINATOR KENSTAR INTERPRETATIONAccording to dealers. NO.8 shows most important parameter for more sale of Washing Machine 38 . Table No. OF RESPONDENTS 18 11 15 7 21 9 10 9 100 Graph No. LG is leading in Washing Machine market with 18%. after that VIDEOCON and SAMSUNG is leading in Nashik district. 1 2 3 4 5 6 7 8 BRAND LG VIDEOCON SAMSUNG IFB WHIRLPOOL GODREJ KELVINATOR KENSTAR TOTAL NO. :-7 PERCENTAGE 18 11 15 7 21 9 10 9 100 Source:.
OF RESPONDENTS 26 32 24 10 8 100 PERCENTAGE 26 32 24 10 8 100 Source:.Survey Graph No. 39 .Sr. 1 2 3 4 5 REASONS FOR MORE SALES Price Quality Service Advertisement Schemes TOTAL NO.8 INTERPRETATIONAccording to dealers. and then prices and services is considered by the customers. the most important factor which affects the sales of washing machine is QUALITY. NO.
Table No. 1 2 3 4 5 6 7 8 BRAND LG VIDEOCON SAMSUNG ONIDA PHILIPS SANSUI SONY INTEX TOTAL NO.Table No.9 MAJOR BRAND OF DVD NO. Sr.10 shows most important parameter for more sales of DVD P BRANDS 40 . NO.9 shows Major brands of DVD sold by dealers. OF RESPONDENTS 11 13 A M ID V S INTERPRETATIONAccording to dealers. OF RESPONDENTS 11 13 10 15 22 12 8 9 100 Graph No. OF RESPONDENTS 25 20 15 10 5 0 C O N G A H IL IP S S A N S U I S O N Y IN T E X LG U N E O O N S ID PERCENTAGE 11 13 10 15 22 12 8 9 100 Source:-Survey 22 15 10 12 8 9 NO. PHILIPS is the most popular brand in DVD market with 22%. after that ONIDA with 15% and VIDEOCON with 13% on 3rd position. :.
1 2 3 4 5 TOTAL REASONS FOR MORE SALES Price Quality Service Advertisement Schemes NO. Quality is major factor in respect of more sale of DVD. Table No. 10 INTERPRETATIONAccording to dealers.Survey Graph No. and then Services and prices were to be considered.11shows Major Brand of MICROWAVE OVEN sold by dealers. NO. OF RESPONDENTS 21 42 17 8 12 100 PERCENTAGE 21 42 17 8 12 100 Source:.Sr. 41 .
KENSTAR is making a huge business as compare to other competitors after that LG and then SAMSUNG. 11 PERCENTAGE 18 13 15 21 9 8 9 7 100 Source:.12 shows Reason for more sales of MICROWAVE OVEN V K E N 42 . 1 2 3 4 5 6 7 8 BRAND LG VIDEOCON SAMSUNG KENSTAR GODREJ PHILIPS BAJAJ SONY TOTAL NO. KENSTAR is very popular brand for microwave oven. Table No. microwave oven does not have that much demand as compare to other consumer durable product. OF RESPONDENTS 7 ID A M S INTERPRETATIONAccording to dealers. OF RESPONDENTS 18 13 15 21 9 8 9 7 100 Graph No.Sr. NO.Survey NO. OF RESPONDENTS 25 20 15 10 5 0 N R G O D R E J P H IL IP S B A JA J S O N Y LG C O G EO S ST A U N 21 18 13 15 9 8 9 NO. According to dealers.
1 2 3 4 5 TOTAL REASONS FOR MORE SALES Price Quality Service Advertisement Schemes NO. 12 INTERPRETATIONThe most important factor of more sales of microwave oven is QUALITY of the product. Table NO. Quality is mostly affected on sales of microwave oven. OF RESPONDENTS 21 36 14 17 12 100 PERCENTAGE 21 36 14 17 12 100 Source:.Sr. NO.Survey Graph No.13 shows High Profit margin brands 43 .
if SAMSUNG will change their pricing policy like LG and VIDEOCON then SAMSUNG should be on 1st position. Table No. in Indian consumer durable industry LG is leading company because of their low pricing policy and the better quality of product.Survey HIGH PROFITABLE BRAND NO. SAMSUNG is on 2nd position.13 PERCENTAGE 21 18 16 13 11 9 7 5 100 Source:. OF RESPONDENTS 25 20 15 10 5 0 L A M G A W U N H G IR LP O V O ID EO L C O N S O N Y G O D R E J P H IL IP K S EN ST A R NO.14 shows Suggestion from dealers for SAMSUNG to increase the business 44 . OF RESPONDENTS 21 18 16 13 11 9 7 5 100 Graph No. OF RESPONDENTS S BRANDS INTERPRETATIONAccording to dealers.Sr. No. 1 2 3 4 5 6 7 8 TOTAL BRANDS LG SAMAUNG WHIRLPOOL VIDEOCON SONY GODREJ PHILIPS KENSTAR NO.
FINDING 45 .Survey Graph No. DEALER MARGIN should increase for motivation of dealers. After that PRICES OF THE PRODUCT should be economic. No. 1 2 3 4 5 6 INTERPRETATIONAccording to suggestion of dealers.Sr. 1 2 3 4 5 6 TOTAL SUGGESTION FAST AND REGULAR AFTER SALES SERVICE REDUCE PRICES INCREASE DEALER MARGIN ADVERTISMENT AT RURAL AREA IMPROVE QUALITY REGULAR SCHEMES NO.14 35 30 25 20 15 10 5 ADVERTISMENT AT RURAL AREA SUGGESTION REGULAR SCHEMES AND LUCKY DRAW FAST AND REGULAR AFTER SALES SERVICE INCREASE DEALER MARGIN 0 REDUCE PRICES IMPROVE QUALITY Series1 Series2 Series3 Series4 Series5 Series6 Series7 NO. OF RESPONDENTS 31 21 15 13 10 9 100 Source:. AFTER SALES SERVICE is most important factor which is helping to the SAMSUNG for increase the sales.
Kenstar is most preferable brand for Microwave oven because of their quality. Washing Machine. 2. 8.1. Microwave oven. We know that during the survey in consumer durable industry in Nashik district and rural area of nashik district LG is leading in Colour television. While visiting the shop we know that LG is gives high profit margin as compare to other competitors. According to Survey. Refrigerator. DVD. 6. 9. Refrigerator. Philips is most popular brand for DVD. Washing Machine. 7. 3. All the dealers were not satisfied with the profit margin. 4. Study shows that quality of the product is most important parameter for Refrigerator then price is considered by consumers. 46 . While visiting the shop we came to know that quality is most important parameter which is affect on more sales of Washing Machine. We came to know while visiting the shop most of the dealers sold entire consumer durable product including C-TV. We came to know that while visiting the shop. 5. Study shows that quality is most important parameter for more sale of colour television and then price is considered by consumers. 10. While visiting the shop dealers suggested that after sales service is most important factor which contributes towards the sales of Consumer durables.
11. 12. Sales promotion scheme were sufficient. 13. Advertising of SAMSUNG CTV is more effective as compare to the competitors. 47 . 17. LG and Videocon is the main competitor of SAMSUNG. SAMSUNG product is costly as compare to LG and VIDEOCON. Many dealers were facing the problem of after sale service because there is no follow up calls from SAMSUNG.s 15. 16. We came to know while visiting the shops that there was big problem of after sales service. SUGGESTIONS &RECOMANDETION • Company should improve the after sales service of products as it is the main factor for the sales of consumer products. 14. Maximum rural area is covered by the VIDEOCON because of their low price products. Demo calls also not done properly. 18.
Establish the service center as per taluka place. To make consumers aware about the product. SAMSUNG ltd. • Dealer desire more advertisement to be done through local newspaper and cable TV ads. • Company should introduce low price and low power consumption Refrigerator for acquiring the middle income group. should concentrate on after sales service.• If the SAMSUNG Ltd. t-shirts for making brand popular among people. • Demo calls as well as follow up Help Company to maintain customer relationship and hence the company should focus on these aspects. • • • SAMSUNG ltd. Advertisements of the company’s products should focus on quality rather then price. should try to trap the rural market. reduces their product price like LG and VIDEOCON then SAMSUNG will take over the LG in all categories. • Company should distribute free key chain. Company should introduce low cost products to satisfy the needs of low or middle class. 48 . SAMSUNG ltd. calendar. • • Company should target upper middle class or premium class customers. • • Prompt of service in time.
• With few more concerted efforts.Conclusion • With respect to the above study and the findings thereby. 49 . the said organization needs to enter the rural market in order to completely establish itself all over. the company has definitely entrenched into the urban market.
With Special reference To Nashik district.: 1) Which is consumer durable product you sold from your shop? 50 . Name of shop: Address: Contact no.ANNEXURE A. Questionnaire Study of Consumer Durable Market for SAMSUNG Electronics Ltd.
of company’s product you sold from your shop? □ONE_______________________________________________ □TWO_______________________________________________ □THREE_____________________________________________ □FOUR______________________________________________ □FIVE_______________________________________________ □SIX________________________________________________ 3) Which is major brand of Colour-Television you sold from your shop? □SAMSUNG □LG □ Videocon □ Onida □ Sansui 4) What is the important parameter for more sales of Colour-Television brand? □Price □ Quality □ Services □ Advertisement □ Schemes 5) Which is major brand of Refrigerator you sold from your shop? □ Godrej □ Whirlpool □ Kenstar □ SAMSUNG □ Videocon □ Kelvinator □ LG 6) What is the important parameter for more sales of Refrigerator brand? □ Price □ Quality □ Services □ Advertisement □Schemes 7) Which is major brand of Washing Machine you sold from your shop? □ IFB □ Whirlpool □ Kenstar □ LG □ SAMSUNG □ Videocon □ Kelvinator □ Godrej 8) What is the important parameter for more sales of Washing Machine brand? □ Price □ Quality □ Services □ Advertisement □ Schemes 9) Which is major brand of DVD you sold from your shop? □SAMSUNG □ LG □ Videocon □ Sansui □ Philips □ Intex □ Onida □SONY 10) What is the important parameter for more sales of DVD brand? □ Price □ Quality □ Services □ Advertisement □ Schemes 11) Which is major brand of Microwave you sold from your shop? □SAMSUNG □ LG □ Videocon □ Kenstar 51 .□C-TV □DVD □Refrigerator □Microwave □Washing Machine 2) How many no.
1 2 3 4 5 6 7 Name of the Counter Manoj Electronics Boathara Electronics Hari-Om(Next) Sai-Sakshi Electronics Sushil Electronics Jupiter Appliances Shubham Electronics Name of Dealar Manoj Kumat Subhash Bothara mahesh Umesh Shinde Pravin Lodha Bharat N. 9822312422 0253-2463049 9422259994 0253-2454242 0253-2467523 0253-2462212 9422271504 LOCATION Nasik Road Nasik Road Nasik Road Nasik Road Nasik Road Nasik Road Nasik Road 52 . no.□ Godrej □ Philips □ Bajaj □SONY 12) What is the important parameter for more sales of Microwave brand? □Price □ Quality □ Services □ Advertisement □ Schemes 13) Which company’s product you give high profit margin? □SAMSUNG □LG □VIDEOCON □WHIRLPOOL □GODREJ □PHILIPS 14) What are your suggestions for SAMSUNG to increase the sales? _________________________________________________________________ __________________________________________________________________ □SONY □KENSTAR B. Sanjay Sanghvi Contact No.D. LIST OF DEALERS:Sr.
G. Nasik Canada Corner. Nasik Malegaon Stand. Nasik Dindori Road. Nasik Tilak Road. Nasik Jitendra Gujrani Rushabh Patwa Narendra Deore Jayant Deopurkar Chandubai Joshi Basant Hisaria Uttam Hisaria s. Nasik Dindori Road.lodha p.s. Nasik MG Road.bojwani s. Jagdish Electronics Sumit Kochar Amol Sangvi 9860666696 9890906662 2491927 2492700/2491 800 0253-2512323 9272702661 9923680046 0253-2532090 0253-2310438 0253-2577563 0253-2574700 2317434 2504722 2573610 2511654 9371030880 2580229 9423934057 234419 0253-2372269 9225128158 9371528872 2580229 9422763842 Jail Road Jail Road Deolali Camp Deolali Camp Dindori Road. Nasik Canada Corner. Banwarilal Marketing Uttam Electronics Swastik Ref.lodha Thete narendra parakh Pramod Patil Chandrakant Savant Genmal Lodha Nandlal Parakh Anil Choudhari parakh Rajendra Rathi 32 33 Bhavsar Electronics Lakshmikrupa elec. Ravi Bhavsar Nilesh Mane 9763326097 Trimurti Chowk.road Pavan Nagar.8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 Kirti Electronics Pankaj Electronics Gulzar Electronics New TV Center Ashoka Electronics Patwa Electronics Shivam Electronics Sai-Parth Electronics H. Nasik Ganesh chowk 53 . Nasik Canada Corner. Nasik uttam nagar M. Nasik Pimplegaon M.G. Nasik Canada Corner. Joshi Bros. Parakh Appliances Prince Electronics Shivam Electronics Krushna Electronics Parakh Electronics Mayur electronics Parakh elec. Nasik Dindori Road.road Nampur Nampur uttam nagar Trimurti Chowk. Adarsh Electronics Yogesh Electronics Electronics Corner Sai Elect.wani s.
34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 Atul Electronics Jai Durga Rashmi Electronics Khambekar Vaibhav Electronics New Bhansali Electronics Harshad Enterprises Bhavsar Electronics Bharat Electronics parakh sales Raj Music Center Hari-Om TV Center Kalpesh Electronics mahavir electronics Sapana Electronics Shiv krupa elec. Alfa electronics Kalyani electronics Jalaram electronics Sudhir electronics Gajanan electronics Saptashrungi elec.jivansingh Yogesh Parakh Hemant Jadhav Rupesh Gaikwad Prakash Gaikwad m. Nasik Lasalgaon uttam nagar Chandwad Chandwad Chandwad Dindori Chandwad Adgaon naka uttam nagar Manmad Manmad Manmad Taharabad Deola deola Satana Satana Satana Satana Satana Satana Kalwan Kalwan Ravi Bhavsar b. Lata electronics Manoj Home Apliances Sanjay Furniture Anokha Electronics samartha enterprises Suvidha electronics mahavir electronics Para electronics Yashwant electr.chhajed Vardhaman Abad sunil mane kiran palve Bhaskar Deore Madhavrav Aher Ravi Ostawal Sanjay Para Deepak Ahire Manoj Hemchand Prashant Bhamre Vasant Nikam Sunil Brahamankumr Satyajeet Deore Bhushan Kothari 54 . khambekar vaibhav 9422757951 265970 9850030301 _ 9975701761 02550266629 02550266936 9763326097 266165 9850893329 9422269618 9890693907 9960188597 9272994280 02556252252 9890237260 2377139 02591261736 9372447091 9422247900 9423128050 9423931129 9423181592 9881437299 02555224647 9422755187 02555225951 02555223828 02555223325 9225141994 02592221019 Yeola Yeola Yeola Yeola Yeola Lasalgaon Lasalgaon Pavan Nagar. atul lute _ s.
Komal electronics Prashant electronics Arihant electronics Sony electronics Shri saptashrungi Yash electronics Shivkrupa elec. Shri samartha elec.bamb nitin & babasaheb d. Gurukrupa electroncs Kalyani electronics Om electronics Madhuri electronics Jain electronics Shivam electronics Parakh electronics mahavir electronics Santoshi electronics Jayashree enterprises Mayur electronics Ajit electronics jitendra electronics sai enterprises Sahaj electronics Ganesh Malpure Shailesh Aher Malegaon Store Krushna Shinde Nitin Khandelval Manohar Nikam Santosh Nikam Pradip Jain Kiran Suryawanshi Vaibhav Bachav Sanjay Jadhav Purushotam Bhamre r.65 66 67 68 69 70 71 72 73 74 75 76 77 78 79 80 81 82 83 84 85 86 87 88 89 90 91 Bhagyalakshmi elec.G.road M.G.gaikwad Ajit Shejwal Jitendra Welgaonkar Satish Kaka Balasaheb Sonawane 9422764137 9423071963 02554232946 9423934118 02554235889 02554235794 02554235704 9422758911 9860020808 9860347185 9890777842 9881951471 241520 9860520032 9850629003 241258 9225657151 02532577524 9822457539 9420363171 9850975230 9860966670 02550275495 02550271289 02532340321 02532311343 9850885135 Kalwan Kalwan Malegaon Malegaon Malegaon Malegaon Malegaon Malegaon Lakhmapur Lakhmapur Lakhmapur Taharabad Niphad Niphad Niphad Niphad Niphad M. Malegaon electronics Krushna Electronics Khandelwal electr.road Ojhar mig Ojhar mig Ojhar mig Ojhar mig Ojhar mig Ganagapur road Sharanpur road Uttam nagar 55 . khapre sharad ahinde Jain Prakash Chavhan Narendra Parakh Guvtam Jain Prabhakar Navase Soni Paresh k.
Anand elec.html 56 . Shriji Electronics Mahalaxmi Electronics Bholenarth Refrigerator New Jaymatadi p.samsung. Bibliography 1.http://www.com/in/aboutsamsung/corporateprofile/history.com/in/aboutsamsung/corporateprofile/index.html 3.com/in/aboutsamsung/index.html 4.samsung.bhatevara j.http://www.com/in/aboutsamsung/corporateprofile/visionmission.samsung.92 93 94 95 96 97 98 99 100 Shree Swami Samartha Gurukrupa electroncs Jain electronics Saubhagya elec.http://www.html 5.samsung.html 2.samsung.com/in/consumer/index.bamb Jain Ashish Bora Sameer Sharma Umesh Joshi Yogesh Wadekar Jimmy Joshi Santosh Mishra 9890067152 9373691777 251096 02557220450 9890416579 9763662920 02532516309 9823051420 9373915550 Pimplegaon Pimplegaon Pimplegaon Vani Vani Panchavati Panchavati Panchavati Panchavati B).http://www.http://www.
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