A THESIS ON Comparative study on the dealers satisfaction of LG Electronics and Samsung Electronics at Dehradun Electronics, Dehradun.

ICFAI UNIVERSITY DEHRADUN UNIVERSITY,

SUBMITTED TO: Ms SONIA GAMBHIR Ms. FACULTY GUIDE

SUBMITTED BY:

MBA-III

(1001C10002) )

Acknowledgement:It is indeed of great moment to pleasure to express my senses of per found gratitude & indebtness to all the people who have been instrumental in making my tanning a rich experience. I got the opportunity to do a challenging project in dealer. The project is the important part of our study and gives us a real practical exposure to the corporate world and it is almost impossible to do the same without the guidance of peoples in and around us. Practical study is the area which confirms the theoretical idea of a subject. Both are essential tool in order to provide any marketing strategy, design implementation and their uses. The survey is nothing but gathering data of any theoretical marketing strategy. These two aspects are in similarity to the learning and knowledge. I acknowledge the in depth guidance provided by Ms. SONIA GAMBHIR They are provided us the valuable information regarding research methodology. I am also thankful for providing me the laptop as when required in order to complete the project in time I feel very pleased to express my gratitude to all those people who helped me out during the preparation of this project. At last but not the least I would like to thanks to my friends and seniors for their valuable suggestions and encouragement.

CERTIFICATE
This is to certify that the project titled Comparative study on the dealers satisfaction of LG Electronics and Samsung Electronics is an academic work done by ARUN PANWAR submitted in the partial fulfillment of the requirement for the award of the degree of Masters in Business Administration from ICFAI UNIVERSITY, DEHRADUN, under my guidance and direction. To the best of my knowledge and belief the data and information presented by him in the project has not been submitted earlier elsewhere.

Ms. SONIA GAMBHIR F aculty Guide

Signature . Date

PREFACE
A project training program has been incorporated in the MBA curriculum of ICFAI UNIVERSITY, Dehradun where the surveyor (student) has to apply all experience and knowledge, which he has gained during his management study. A project gives training where the surveyor has to prepare a synopsis by interpreting the data, which they received in the form of answers of his questions, which he has prepared during his project work. The student has to apply all his classrooms and practical study in such a way that they receives the response as per there wish. As I am in the initial stage of our management study so this project has helped us a lot and helped us to clearly understand the marketing behavior and to closely face the marketing trends, which would help us in our near future, so that I can sustain ourselves in adverse marketing situation and bring out a perfect solution whenever required. So in this project, which was assigned to me, I have undertaken the survey on dealer satisfaction of LG and Samsung products. In Dehradun region. I have applied all my experience which I have gained during my study period.

Contents: Executive summary Introduction to dealers Company profile of LG Vision LG India Company profile of SAMSUNG Objective Research methodology Findings Data analysis of LG Data analysis of SAMSUNG Suggestions and recommendations Limitation Bibliography Questionnaire

Page no.
6 9 13 17 28 31 35 36 39 40 51 54 58 60 62

Executive summary
Indian Consumer durables market used to be dominated by few domestic players like godrej Voltas allwyn and kalvinater. But post liberalization much foreign company have entered into Indian market dethroning the Indian player and dominating Indian market the major categories in the market CTV, REFRIGRATOR, AIR CONDTIONERS AND WASHING MACHINE India being the second largest growing economy with huge consumer class has resulted in consumer durables as the fastest growing industries in India LG, SAMSUNG the two Korean companies has been maintaining the lead in the industries with LG being leader in almost all the categories. The rural market is growing faster than the urban market, although the penetration level is much lower. The CTV segment is expected to the largest contributing segment to the overall growth the industry. The rising income levels doubleincome families and consumer awareness are the main growth drivers of the industries. Consumer durables major LG Electronics India Pvt Ltd (LGEIL) will invest nearly Rs 500 crore in India this year in research and development, brand-building and other marketing initiatives. The company, having a turnover of Rs 9,500 crore and market share of 26 per cent, is investing Rs 360 crore on brand-building and other marketing initiatives and around Rs 140 crore on research and development, besides launching new platforms in information technology and related areas,

LGs innovative 211 campaign to provide quality after-sales service, will also be expanded from the existing 22 to 40 cities by next month, The campaign, for which IT infrastructure has been set up, includes the companys response to customer complaint within two hours. The fixing time for complaints varies from one hour to a maximum of 24 hours.

INTRODUCTION TO DEALERS:Dealer behavior is the study of how he purchases, how he sells, how they get feedback from consumers and after that he came to conclusion about particular LG and Samsung products. It is a subcategory of marketing that blends elements from different fields. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics, psychographics and behavioral variables in an attempt to understand people wants. It also tries to assess influences on the consumer from groups such as Family, friends, reference groups, and society in general. By understanding the consumer, we will be able to make a more informed decision as to which strategy to employ.

A comparative marketing study of Samsung Electronics vis--vis competitor (L.G) in the area of Dehradun and Surroundings All progress is born of inquiry. Doubt is often better than overconfidence, for it leads to inquiry and inquiry leads to investigation Research inculcates scientific and inductive thinking and it promotes the development of logical habits of thinking and organization. Research is a common parlance refers to a search of knowledge. The advanced learners Dictionary of current English lays down the meaning of research as a careful investigation or inquiry especially through search for new facts in any branch of Knowledge
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What is comparative Marketing study? In comparative marketing research we take our competitors products and make comparison through consumer with our own products. Why Comparative Marketing study? Comparative marketing study/research comprise one of the most important and fascinating task of marketing. It provides information for marketing decision making, any problem that are identified and investigated further by using problem solving techniques with the objective of arriving at solution. The most important innovation in the new approach is to study simultaneously different organizational forms of business interest representation. The aim of the study is to point out the best (in this respect) among the alternatives that are being studied. The final aim perhaps is not only to find the best, but also to improve it or similar objects later on.

Overview of the Consumer Durable Market:The consumer durable market in India has seen a proliferation of brands and product categories in recent years. Most major international brands from Japan, Korea, US, Europe and China have been launched in India with varying degrees of success. One of the largest barriers to entry for any brand in India is the distribution network. The cost of servicing the network is huge for any brand. The consumer is aware of the cost-benefit, or value for

Money aspect. Financing options are crucial in case of high-priced products. They increase the affordability for a Wider segment of population. Like in any country, the consumer durable industry in India is largely dominated by colour televisions (CTV), which account for 56% of the consumer durables industry.

Consumer Durable Market Pie In Financial year

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History of LG company:About LG Group:The LG Group is South Korea's third largest conglomerate]] that produces electronics, mobile phones, and petrochemical products and operates subsidiaries like LG Electronics, LG Telecom, Zenith Electronics and LG Chem in over 80 countries. LG Group sponsors the LG Cup Go Tournament. LG Group founder Koo In Hwoi established Lak Hui Chemical Industrial Corp. in 1947.[3] In 1952, Lak Hui (currently LG Chem) became the first Korean company to enter the plastics industry. As the company expanded its plastics business, it established GoldStar Co., Ltd., (currently LG Electronics Inc.) in 1958. In 1959, Goldstar produced Korea's first radio. Many consumer electronics were sold under the brand name GoldStar, while some other household products (not available outside South Korea) were sold under the brand name of Lucky. The Lucky brand was famous for its hygiene products line such as soaps and Hi-Ti laundry detergents, but most associated with its Lucky and Perioe toothpaste. In 1995, it was renamed "LG", the abbreviation of "Lucky GoldStar". More recently, the company associates its tagline "Life's Good", with the letters LG.
11

About LG Company:Established in 1958, LG Electronics, Inc. (LG) is a global leader and

12

technology innovator in consumer electronics, home appliances and mobile communications, employing more than 82,000 people working in over 110 operations including 81 subsidiaries around the world. With 2007 global sales of USD 44 billion*, LG is comprised of four business units - Mobile Communications, Digital Appliance, Digital Display and Digital Media. LG is the worlds leading producer of CDMA/GSM handsets, air conditioners, front-loading washing machines, optical storage products, DVD players, flat panel TVs and home Theater systems. LG has created reputation for progressive technology and innovation with the release of some of the latest technological developments in consumer electronics, home appliances and IT products. For example, LG is currently the world's number one manufacturer of plasma display modules. LG Electronics' goal is to enable the intelligent networking of digital products that will make consumers' lives better than ever. LG Electronics has established itself as a major international sports sponsor with partnerships including the LG Super Racing Weekend touring cars tournament in conjunction with Eurosport and the ICC cricket tournaments for example the ICC Trophy in England 2004 and the Cricket World Cup 2007. In 2005 LG are proud to sponsor all of ITVs Formula 1 coverage for the duration of the 2005 F1 season. For more information, visit the sponsorship page. 2005 will see LG strengthen our range of large screen, HD and Digital Ready Plasma and LCD TVs. Our TV products are not just leaders in technology and innovation but also offer sleek design and style, our TV products really will be the centre
13

of

attention

this

year.

This year our Digital Appliances will reinforce our presence in the UK in 2005. New and unique products will see us playing a major role in the home appliances market. Flagship products that will lead our ranges include a stylish Side by Side Refrigerator with built in LCD TV, large capacity Direct Drive Washing Machines, round cavity Microwaves and new Vacuum Cleaners with multi-cyclonic technology. Also new in 2005 are LGs stylish and innovative 40 & 80 series LCD Monitors and a growing range of the award winning Optical Storage Super Multi Drives.

Corporate Name Established Company Number

LG Electronics U.K. Ltd January 30th 1985 02143888

Registered in England and Wales

14

Corporate Office

LG House, 250 Bath Road, Slough, Berkshire, SL1 4DX Tel: Fax: 01753 01753 693 491500 061

URL: http://uk.lge.com Esident Mr Brian Na

Vision:-

LG Electronics continues to pursue its 21st century vision of becoming a worldwide leader in digitalensuring customer satisfaction through innovative products and superior service while aiming to rank among the worlds top three electronics, information, and telecommunications firms by 2011.
15

On our way, we hold tight to a philosophy of Great Company, Great People, underscoring our belief that only great people can create a great company. LG strives for greatness in what weve identified as our three core capabilities: Product Leadership, Market Leadership, and People Leadershipeach strength a key part of realizing our growth strategies for fast innovation and fast growth. Business areas and main products Mobile communications (a)CDMA Handsets, (b)GSM Handsets, (c) 3G Handsets, (d)Cellular Phones

Digital appliance
a) Air Conditioners, b) Refrigerators, c) Microwave Ovens, d) Washing Machines , e) Vacuum Cleaners, f) Home Net, g)

Compressors for Air Conditioners and Refrigerators

Digital display
16

a) b)

Plasma TVs, LCD TVs, Micro Display Panel TVs, Monitors, PDP Modules, OLED Panels, USB Memory, Flat Panel Computer Monitors

c) d) e) f) g)
h)

Digital media
a) Home Theater Systems, b) DVD Recorders,

c) Super Multi DVD Rewriters, d) CDRW, e) Notebook PCs, f) Desktop PCs, g) PDAs, h) PDA Phones,
i) MP3 Players,

j) New Karaoke Systems,

17

k) Car Infotainment SLOGAN

"Life's Good" represents LG's determination to provide delightfully smart products that will make your life good.

THE SYMBOL
The symbol of LG is the face of future. The letter L and G in a circle symbolizes world, future, youth, humanity & technology.LG philosophy is based on humanity. It also represents LGs efforts to keep close relationship with our customers around the world. The symbol consists of two elements. 1. The logo in LG gray 2. The stylized image of human face in the unique LG red color. Red color represents our friendliness and gives a strong impression of LGs commitment to deliver the best.
18

The circle symbolizes The Globe. The stylized image of a smiling face in the symbol conveys Friendliness and Approachability. The one eye on the symbol represents Goal-oriented, Focused & Confident. The slogan of LG is Lifes Good. It expresses Brands Value, Promises, Benefits, Personality.

THE PARTNERSHIP----LG Electronics chooses to promote harmony and build constructively on a labor-management relationship rather than an employee-employer relationship. This illustrates that management and workers are not in a vertical relationship, but in a horizontal one. This culture is necessary for LG Electronics as it strives to become one of the world's top companies. Such a relationship is transformed into a valuecreation relationship whereby both parties endeavor to address mutual problems and create new values together. LG BRAND IDENTITY:-

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The brand of LG is delightfully smart. LG strives to enhance the customers life and lifestyle with intelligent features, institutive functionality and exceptional performance. The brand platform:The LG brand is composed of four basic elements 1. 2. 3. 4. Value Promise Benefits Personality

The Brands core Value that never changes. a. b. c. d. Trust, Innovation, People Passion

The benefits that are consistently delivered to the customer includes 1. Reliable products 2. Simple design
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3. Ease of use 4. Extraordinary Experience Personality describes the human characteristic that are expressed to the customer through 1. Trustworthy, Considerate 2. Practical, Friendly

The Internal Culture of LG: LG practices four cultures 1. Learning Culture 2. Boundary less Environment 3. A Carrier 4. Growth

According to LG, the Learning Culture continuously helps the employee to learn more and more to develop the habit of continuous learning.

21

Boundary less Environment means that there is no difference between the levels of employees. There is transparency between the work and mutual understanding between all the employees. A carrier is highly growing in LG and one who is the employee can develop their carrier largely. A new comer will feel fully comfortable in the company and for a new comer the company is very helpful in the overall growth of personality. Growth in LG is very high for those who are in the company and for those who want to join in LG. The company is growing with fast innovation and the BLUE Ocean strategy is one of the examples of growth.

Mission
The mission of LG is to provide the customers with utmost satisfaction through leadership. The fundamental policy of development is to secure product leadership that the Customers may have the utmost satisfaction.

Product Leadership We are focusing on six development areas to become the product leader. 1. New Machine 2. Reliability
22

3. Conventional Installation 4. Environment Friendly Product 5. Low Noise & Vibration 6. Energy Saving

Quality Innovation
The policy of quality assurance is to provide customers with utmost satisfaction by supplying zero defects.

LG proceeds in a hierarchal manner. It is named as LG WAY. From top to bottom:

23

No.1 LG is the VISION( MANAGEMENT IN ACTION (LG's management system) Jeong-DO Management is LGs unique application to ethics. LG will succeed through fair management practices and constantly developing our business skill. A) Honest with our customer b) Providing great values to customer through constant innovation & and development. c) d) Equal Treatment Management Principle - Creating value for customer Code of conduct of LG: Equal opportunities

1. Responsibility and obligations to customers : Respect for Customers Creating Value Providing Value 2 Fair competition Pursuit of Free Competition Compliance with Laws and Regulations

Fair Transaction : Equal Opportunity

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 Fair Transaction Procedure Support and Aid for Business Partners

4 Basic Ethics for Employees Basic Ethics

Completion of Duty

Self Development Fairness in Performance Avoidance of conflict with company interest

5 Corporate Responsibilities to employees Respect for human dignity Fair Treatment Promoting Creativity

Responsibilities to society and country

Rational Business Development Protection of stock holder interest Contribution to social development Environmental Conservation

25

LG INDIA:
LG Electronics India Pvt. Ltd., a wholly owned subsidiary of LG Electronics, South Korea was established in January 1997 after clearance from the Foreign Investment Promotion Board (FIPB). LG set up a state-of-the art manufacturing facility at Greater Noida, near Delhi, in 1998, with an investment of Rs 500 Crores. LG corporate office is located at Plot no.51, Udyog Vihar, Kasna Road, Greater Noida, India. This facility manufactured Color Televisions, Washing Machines, AirConditioners and Microwave Ovens. ''Company is setting up a chain of exclusive premium showrooms. LG plans to launch 60 premium Brand Shoppes by the end of the first quarter of this year. At present, LG has a total of 98 LG stores across the country, of which 55 are shoppes and 43 are exclusive stores. Brand shoppes will
26

be placed in the premium segment and the target audience will comprise buyers interested in premium and high end products. LG Brand Shoppe goes beyond the concept of a normal exclusive store by having a more interactive environment and additional lifestyle orientation on display so that the customer can actually experience the LG products in his or her own home settings. LG Electronics India Ltd (LGEIL), consumer durables leader with 27% market share, is planning a brand new image. To attract inspirational and young consumers across India, company will roll out a new marketing strategy. The exercise will cost the company Rs 360 crore. LG Electronics India is the fastest growing company in the consumer electronics, home appliances, and computer peripherals industry today. LG Electronics is continually providing, superior technology products & value for money to more than 50 lakh households in India. LGEIL is celebrating the 11th anniversary this year. LG Soft India the innovation wing of LG Electronics in Bangalore is LG Electronics' largest R&D centre outside Korea. We at LGSI focus on niche technology areas such as mobile application development, digital video broadcast and biometrics software and support LG Electronics with our expertise. Motivated by a passion for technology, a strong work culture and loyalty to the organization, we are determined to see LG become one of the top three brands globally. Prominent consumer electronic company, LG Electronics Inc. has said that it expects the sale of its products in India to up by 15 per cent in 2008.
27

Moon Bum Shin, managing director of LG Electronics India has said that the company has earmarked 4.8 billion rupees for investment purpose in India this year. The said money will be used to market as well as manufacture new products. LG Electronics, which is originally a South Korean Company with branch in India, informed that its sales of GSM mobile phones, color televisions, air conditioners and other household goods in the Indian market was to the tune of 95 billion rupees ($2.4 billion) in 2007. As per Shin's estimate, the sales in 2008 would be around 110 billion rupees. In order to achieve its target, Shin said LG Electronics will concentrate on catering to the high-end consumer market which will help boost sales this year. India churns out six (6) per cent of LG Electronics global revenues of $42 billion. The Indian branch of LG exports to 40 countries.

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COMPANY PROFILE (SAMSUNG):Founded in 1938, Samsung Corporation is one of Koreas most enduring and respected corporations, having stood behind the advancement of the national economy for more than three quarters of a century. At the origin of Samsung Group, Samsung Corporation was the trading arm of the group, epitomizing its vibrancy and dynamism in the area of global trade. Its designation in 1975 as Koreas first-ever General Trading Company marked a new chapter for its overseas operation, which since then grew into a scope truly worthy of a global trader. Samsung Corporations entrepreneurship and achievement on the world scene have been a major inspiration for Koreas trading community.

29

In a continuing bid to expand its business area beyond the confines of international trade, in 1996, Samsung Corporation merged with Samsung Construction, and in 1997, launched into the retail business. Currently, Samsung Corporation is engaged in two major business areas: trading, construction. The organization consists of two business groups, with the retail business headquarter under the trading group, and with the housing development headquarter under the construction group. The Trading Group, currently operating from its 71 overseas offices, exports semiconductors, machinery, plants, iron & steel, chemical products and textile; and imports energy, chemical products and machinery & equipment. In addition to trading, the Group carries out a variety of other projects including overseas investment, project organizing services and energy & natural resource development projects. The Construction Group, a provider of construction and

engineering services, is also a plant builder and housing developer. To date, the group has to its credit Malaysias PETRONAS building, the worlds highest edifice, 452m high, boasting 92 stories
30

aboveground; New Bussan Port; Incheon Intl Airport; Urchin Nuclear Power Plant; and Raemian and Trap lace, the apartment complexes. From energy resources to housing, each of these projects is a powerful testimony to the groups technological excellence. Last year, the group entered into a contract to build the worlds highest building, Burj Dubai.

Notably, Raemian, one of Samsungs signature apartment complexes is a remarkable triumph, hailed as new standard-setting luxury housing. The success of Raemian, topping the National Customer Satisfaction Index (NCSI) in the apartment category for eight consecutive years, has driven up our overall market share in housing development to the top of the scale as well.

The Retail Business is buoyant and thriving with Samsung Plaza Bundang , a multi-feature shopping center, and Samsung Internet Shopping Mall, familiarly referred to as Samsung Mall as its two main platforms. Samsung Electronics is the world's largest electronics company headquartered in Yeongtong-gu, Suwon, South Korea. It is the largest South Korean company and the flagship subsidiary of the Samsung Group. Samsung Electronics is the global market leader in more than 60 products, including semiconductors such as DRAM, SDRAM, flash memory and hard drives, digital displays such as LCD displays, plasma displays and OLED displays, home electronics such as TVs, DVD players, Blu-ray players, home cinema systems, set-top boxes and projectors, mobile devices such as mobile phones, MP3 players, digital cameras and camcorders, computing products such as
31

monitors, laptops, UMPCs, CD and DVD Drives, laser printers and fax machines and home appliances such as refrigerators, washing machines, microwaves, ovens, vacuum cleaners and air conditioners. In 2005, Samsung surpassed Japanese rival Sony for the first time to be rated as the new leading and most popular consumer electronics brand in the world by Interbrand. In 2007, Samsung Electronics' handset division overtook American rival Motorola, making it the world's second-largest mobile phone maker. At the end of 2007, Samsung Electronics exceeded the $100 billion mark in annual sales for the first time in its history. This achievement places the company, along with Siemens of Germany, IBM of the U.S. and HewlettPackard of the U.S., among the world's top three companies in the electric appliances and electronics industry. Samsung is a top rated electronic & IT brand. In 2006, Business Week rated Samsung as 20th on the Top 100 global brands and the Number 2 in the electronics industry. Business Week also ranked Samsung as #20 in a ranking of the "Top 100 Most Innovative Companies" in a special report published April 24, 2006. In January 2007, BrandFinance ranked the company as the number 1 global brand in electronics. The semiconductor division of Samsung Electronics is the world's largest memory chip and second largest semiconductor manufacturer worldwide. In particular this has been the case for DRAM and SRAM for over a decade. From 1999 to 2002, Samsung conspired with Hynix Semiconductor, Infineon Technologies, Elpida Memory (Hitachi and NEC) and Micron Technology to fix the prices of DRAM chips sold to American computer makers. In 2005 Samsung agreed to plead guilty and to pay a $300 million fine, the second-largest criminal antitrust fine in the US history. Samsung, the world's largest LCD manufacturer, plans to begin running its eighth-generation manufacturing line to make 57-inch panels during the second half of the year. In 2007, Samsung became the world's second largest mobile phone manufacturer, surpassing Motorola, just behind Nokia.

32

History Samsung Electronics was founded in 1969 in Suwon, South Korea as Samsung Electric Industries, originally manufacturing electronic appliances such as TVs, calculators, refrigerators, air conditioners and washers. By 1981, the company had manufactured over 10 million black and white TVs. In 1988, it merged with Samsung Semiconductor & Communications.

Key business areas Samsung Electronics focuses on four areas: Digital Media, Semiconductor, Telecommunication Network, and LCD Digital Appliance. The main growing business areas related to LCD+Digital Media+Semiconductor at 2006. As of 2009 Samsung Print was established as a separate entity to focus on B2B sales and has released a broad range of Multi-Functional Devices and printers. As with all major Print equipment manufacturers Samsung have developed and released supporting management software and utilities. The main Print-Management software has been released as Syncthru WebAdmin Service.

Objective:The general objectives of this study are to do a comparative analysis on dealers satisfaction with regard to LG Electronics and Samsung Electronics at Dehradun i.e. what is the satisfaction level of the dealers. This project is undertaken so that the student is able to under stand the
33

perceptions of the dealers about the products of LG Electronics and Samsung Electronics. The study will give an idea about the companies strong points, its weaknesses, its threats and its opportunities. The student is able to understand the perception of the dealers through personal/questionnaire methods. Also we are able to know the market share, customer base etc. of company under consideration. 1. To find out the dealer satisfaction with the consideration of Customer value. 2. To determine the role of media in marketing awareness of existing and its latest innovative technology. 3. To identify the factor and features by which a consumer influenced to buy the LG &Samsung products. 4. To find out the services provided by the LG & Sumsung is appropriate or not.

RESEARCH METHODOLOGY:
34

Research comprises defining and redefining problems, formulating hypothesis or suggested solutions, collecting, organizing and evaluating data; making deductions and reaching conclusions to determine whether they fit the formulating hypothesis.

RESEARCH METHODS OF MY PROJECT: DESCRIPTIVE RESEARCH: Descriptive research includes surveys, fact-findings enquiries of different kinds. The major purpose of this research is description of the state of affairs, as it exists at present. The main character of this method is that the researcher has no control over the variables; he can only report what has happened or what is happening. It also includes attempts by researchers to discover causes even when they cannot control the variables. The method of research utilized in descriptive research is survey methods of all kinds including comparative and co relational methods.

RESEARCH METHOD: Data collection method TYPES OF DATA:

35

In my project I have classified the data into two specific types: PRIMARY DATA PRIMARY DATA: As it is known that primary data are collected a fresh and for the first time, and thus happen to be original in character. So, in order to collect this type of data various methods are being used, such as: OBSERVATION QUESTIONNAIRE INTERVIEW

SAMPLE DESIGN: The sample technique adopted is random sampling method. Since sample is going to be chosen from different areas so it is geographical sampling which is predefined so as to get maximum information, which rare true and reliable without biasness. SAMPLING METHOD: Random sampling SAMPLE SIZE:I have used sampling method for survey purpose. The sample size for questionnaire is 20. FIELD AREA: This research study work is carried out in Dehradun.

36

RESEARCH INSTRUMENT: The research instrument for the purpose was questionnaire and some personnel interviews of some whole sellers.

FINDINGS:(Comparative study of LG & Samsung dealers at Dehradun)

37

DEALERS OF LG:-

Q1-You are dealing with the LG brands from? No of years No of respondents %age respondents 5 years 5-10 years More than 10 years 10 6 4
38

of

50% 30% 20%

%age of dealers dealing w LGbrand ith

20 % 5% 0 3 0%

5 ye rs a 5 yea -10 rs m tha 10 ye ore n ars

Interpretation: - Above graph shows that half of the dealers selling from 5 years and rest of them more than 5 years that means they are satisfied with company. So they are doing regularly.

Q2-Which products of LG are most preferable by customers? Product No of respondents %age respondents TV Washing machine Refrigerator AC Computer 8 4 5 2 4
39

of

32% 16% 20% 8% 16%

Mobile

2
% g o s lin o p o u t a e f a g f r d cs

8%

1% 6 8 % 2% 0

8 %

T V 3% 2 W . .M R fr e A . .C 1% 6 Cmu r o p tes Mb o ile

Interpretation:-This chart is showing that %age of sales of TV is 32% which is more than that of others. It means the selling of TV is more than that of other LG products

Q3. In which season the selling of products is more? Months No of respondents %age respondents Jan-March Apr-June July-Sep Oct-Dec 3 9 1 7 15% 45% 5% 35% of

40

Interpretation:-This chart is showing that in the month of April to June the sales of LG products is very high than that of other which is 4%.it mean it may after that in the month of October to December the sales of LG product is also more. Q4.Which factors influence the consumers to purchase the LG products? Factors No of respondent %age respondents Quality Price Sales activities Brand image 12
41

of

4 3 promotion 2

18% 14% 9%

54%

Services

5%

%age of factors influence consumer to purchase LG product

quality 5% 18% price sales promotion activities brand image services

54%

14% 9%

Interpretation:-Brand image is influenced most of the people to purchase the consumer durable.

42

Q5.Opinion of the credit facilities are provided by the company? Level of satisfaction No of respondents %age respondents Very satisfied Somewhat satisfied Somewhat dissatisfied Very satisfied 2 4 11 3 10% 20% 55% 15% of

%age of level of satisfaction of dealers

very satisfied 15% 10% 20% somewhat satisfied somewhat dissatisfied very dissatisfied

55%

Interpretation: - the dealers are not getting the credit facility by the LG which make them more dissatisfied.
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Q6. Are you satisfied with the promotional activities of the company? Level of satisfaction No respondents Very Satisfied Somewhat satisfied Somewhat dissatisfied Very dissatisfied 2 13 5 0 of %age respondents 10% 65% 25% 0% of

%of respondents

v satisfied ery 25% 0% 10% somewhat satisfied somewhat dissatisfied v dissatisfied ery

65%

Interpretation:-This chart is showing that most of the dealers are somewhat satisfied with the promotional activities of the company because the %age of somewhat satisfied is more than that of other which is 65 % and 25% dealers are somewhat dissatisfied also. Q7. Are you satisfied with the distribution system of LG? Levels No. of respondents
44

% of respondents

Satisfied Somewhat satisfied Somewhat dissatisfied Very dissatisfied

3 12 5 0

15% 60% 25% 0%

%age of respondents

very satisfied 25% 0% 15% somewhat satisfied somewhat dissatisfied very dissatisfied

60%

Interpretation:-By this chart we have come to know that 60%of dealers are some what satisfied with the distribution system of LG Company but 25% people are somewhat dissatisfied also and only 15% dealers are satisfied with the distribution system of company.

Q8. What is your annual sale of LG products? Income level No.

45

of %age

of

respondents Less than 5 lac 5 to 10 lac 10 to 15 lac More than 15 lac 4 9 5 2

respondents 20% 45% 25% 10%

%of respondent's annual income

10% 25%

20%

>5 lac 5-10 lac 10-15 lac <15 lac

45%

Interpretation:-By this chart we have come to know that the area where we have done survey the %age of annual income of dealers is more within the limit of 5 to 10 lac and after that the %age of 10 to 15 lac takes place.

Q9. Are you satisfied with the promotional activities of the company? Level of satisfaction No respondents
46

of %age respondents

of

Very Satisfied Somewhat satisfied Somewhat dissatisfied Very dissatisfied

2 13 5 0

10% 65% 25% 0%

%of respondents

v satisfied ery 25% 0% 10% somewhat satisfied somewhat dissatisfied v dissatisfied ery

65%

Interpretation:-This chart is showing that most of the dealers are somewhat satisfied with the promotional activities of the company because the %age of somewhat satisfied is more than that of other which is 65 % and 25% dealers are somewhat dissatisfied also.

47

DEALERS OF SAMSUNG
Q1-You are dealing with the Samsung brands from? No of years No of respondents %age respondents 5 years 9
48

of

45%

5-10 years More than 10 years

6 5

30% 25%

Interpretation: - Above graph shows that about half of the dealers selling from 5 years and rest of them more than 5 years that means they are satisfied with company. So they are doing regularly.

Q2-Which products of Samsung are most preferable by customers? Product No of respondents %age respondents TV Washing machine Refrigerator 9 3 5
49

of

36% 12% 20%

AC Computer Mobile

3 4 1

12% 16% 4%

Interpretation:-This chart is showing that %age of sales of TV is 36% which is more than that of others. It means the selling of TV is more than that of other Samsung products Q3. In which season the selling of products is more? Months No of respondents %age respondents Jan-March Apr-June July-Sep Oct-Dec 4 7 3 6 30% 35% 15% 20% of

50

Interpretation:-This chart is showing that in the month of April to June the sales of Samsung products is very high than others.

Q4.Which factors influence the consumers to purchase the Samsung products? Factors No of respondent %age respondents Quality Price Sales activities Brand image 8
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of

6 4 promotion 2

27% 18% 9%

37%

Services

9%

Interpretation:-Brand image is influenced most of the people to purchase the consumer durable.

Q5.Opinion of the credit facilities are provided by the company? Level of satisfaction No of respondents %age respondents Very satisfied Somewhat satisfied Somewhat dissatisfied Very dissatisfied 2 6 9 3 10% 30% 45% 15% of

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Interpretation: - the dealers are not getting the credit facility by the Samsung which make them more dissatisfied. Q6. Media plays an important role of making the awareness of the product. What do you think? Percentage 20%-30% 30%-50% 50%-70% 70%-90% No of respondents 1 3 9 7

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30%

5%

20%

20%-30% 30%-50% 50%-70% 70%-90%

45%

Q7. Are you satisfied with the distribution system of Samsung ? Levels Satisfied Somewhat satisfied Somewhat dissatisfied Very dissatisfied No. of respondents 5 12 3 0 % of respondents 25% 60% 15% 0%

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%age of respondents

Somewhat dissatisfied 25% 0% 15% somewhat satisfied very satisfied very dissatisfied

60%

Interpretation:-By this chart we have come to know that 60%of dealers are some what satisfied with the distribution system of Samsung Company but 15% people are somewhat dissatisfied also and only 25% dealers are satisfied with the distribution system of company.

Q8. What is your annual sale of Samsung products? Income level No. respondents Less than 5 lac 5 to 10 lac 10 to 15 lac More than 15 lac 5 9 4 2
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of %age respondents 25% 45% 20% 10%

of

%of respondent's annual income

10% 25%

20%

10-15 lac 5-10 lac >5 lac <15 lac

45%

Interpretation:-By this chart we have come to know that the area where we have done survey the %age of annual income of dealers is more within the limit of 5 to 10 lac.

Q9. Are you satisfied with the promotional activities of the company? Level of satisfaction No respondents Very Satisfied Somewhat satisfied Somewhat dissatisfied Very dissatisfied 5 13 2 0 of %age respondents 25% 65% 10% 0% of

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%of respondents

somewhat dissatisfied 25% 0% 10% somewhat satisfied very satisfied very dissatisfied

65%

Interpretation:-This chart is showing that most of the dealers are somewhat satisfied with the promotional activities of the company because the %age of somewhat satisfied is more than that of other which is 65 % and 25% dealers are very satisfied .

Suggestions and recommendations

Company should make advertisement of products aggressively in the way of hoardings which increase the more visualizes customer.

Company should provide credit facility to the dealer in a better way by which they can increase their sale

Dealers should consider the demand of people from time to time so that they come to know what people want in a particular period of time.
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LG and Samsung needs to mend and maintain its service network and adopt a good pricing strategy.

Limitations of the project:1) The study work is restricted to only the city of Dehradun. 2) As I had to prepare for the exams also, so I was not able to give hundred percent to the project.
3)

As the project is based on dealers survey, so they may be biased.

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4) Time constraint was another limitation while doing this research.

References:Business research methods (Icfai publications) Marketing management (Icfai publications) www.lg.com www.samsung.com
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QUESTIONNAIRE:Dear sir/madam, I, the student of ICFAI UNIVERSITY, Dehradun conducting a survey on dealer satisfaction of LG and Samsung products as a part of our curriculum. I assure that information given by you will be kept confidential. Q1- You are dealing with the LG/Samsung brands from.. (1) 5 years (3) More than 10 years (2) 5-10 years

Q 2-Which products of LG/Samsung is most preferable by customers? (Please specify Q3-In which season the selling of products is more? (1)Jan-march (2) April-June 60

(3)July-sep

.(4) Oct-Dec

Q4-Which factors influence the dealers to purchase the LG/Samsung products? (1). Quality (3). Sales promotion activities (5). Services Q5- Opinion on the availability of credit facilities provided by the company? (1) Very satisfied (3) Somewhat dissatisfied (2) Somewhat satisfied (4) Very dissatisfied (2) Price (4) Brand image

Q6-Media plays an important role of making the awareness of the product. What do you think? (1) 20% to 30% (3) 50% to 70% (2) 30% to 50% (4) 70% to 90%

Q7- What are the factors in media which makes the consumer more attentive towards the new, improved and innovative products and technology? (1)Television (3) Internet (5) Hoardings (2) News paper (4) Magazines (6) specify if any

Q8-Are you satisfied with the promotional activities of the company? (1) Very satisfied. (2) Somewhat satisfied. (3) Somewhat dissatisfied. (4) Very dissatisfied. Q9- Opinion of dealers on the regular supply of goods? ............................................................................................... . Q10- What is your annual sale of LG/Samsung products? (1) Less than 5 Lac (3) 10 Lac to 15 Lac (2) 5Lac to 10 Lac (4) More than 15 Lac

Q11-Are you satisfied with the distribution system of LG/Samsung? 61

(1) Very satisfied. .(3) Somewhat dissatisfied.

(2) Somewhat satisfied (4) Very dissatisfied.

Q12-what is your suggestion to the company for improving the performance of sales? (1) By improving the advertisement (3) By improving the quality (2) By providing the discount (4) By increasing the margin

Q13- Apart from the above options if any other suggestion you have then please specify ..... .................................................... Name- Age-.. Address- Contact no.-..

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