A Study on Market Analysis of LG Consumer

8/3/2019 A Study on Market Analysis of LG Consumer

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A study on market analysis

of LG consumer durables&dealer development

,Chennai

submitted by,

D.prabakaran,

IInd MBA ,

PSNA CET ,

Dindigul .


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Company profile

LG Electronics is one of the leading

companies in the field of electronics with a

global presence in many countries

Before briefing, we have divided the

introduction part into three main sub parts

1.LG Global

2. LG India

3. LG


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Cont..

The company was originally established in 1958 as

Gold Star, producing radios, TVs, refrigerators,

washing machines, and air conditioners.

The LG Group was a merger of two Korean

companies, Lucky and Gold Star.

In 1995, Gold Star was renamed LG Electronics, and

acquired Zenith Electronics of the United States.


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Scope of the study

This project gives us great exposure to theconsumer durable market.

It includes product knowledge and fieldsurvey job in which we visited the LGstores in Chennai.


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OBJECTIVES OF THE STUDY

Primary objectives:

1.The main objective of filed

survey during the project was to find outthe market share of the LG and alsocalculate the display share.

2.Find out the positional dealerwho can sale the LG product in largevolume.


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Research methodology

It is the method of solving the research problem in asystematic manner.

RESEARCH DEFINITION:

Business research as an organized systematic data based

critical objectives

RESEARCH DESIGN:

Research design is the arrangements of activities for the

collection and analysis of data in a manner.


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Sources of data collection

Primary data:

For primary data collection, we have to plan thefollowing four important aspects.

SamplingResearch Instrument

Secondary data:

The Companys profile, journals and variousliterature studies are important sources ofsecondary data.

Data analysis and interpretation


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SAMPLING DESIGN

1. Sampling size:

The sample size is 150.

2. Tools for collection of data:A structured questionnaire method is used

to collect the data from the employees.


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Sampling techniques:

The sampling techniques used in thisresearch was Simple Random Sampling.

Tools for analysis:

The following statistical tools are usedin this study.

Simple percentage analysis

Chi-Square test


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Limitations of the study

1. The research was conducted in a very smallarea.

2. Our research work period witness the biggest

ups and downs in product sale of differentbrands, which affected the perception of thecustomer. This was biggest drawback of mystudy.

3. Time factor was also important for us. We hadlimited time for the research, for which a full-fledged report was insufficient for me.


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FINDINGS

1. From the survey it was found out that themajority of customers dont buy consumer

durables from exhibitions. They just visit the

exhibitions to see the co. latest model.2. They want to buy from the showrooms or from

co. showrooms. For them service is important.Beside convenience and other factors service is

key factor.

3. Also majority of customers do not want anyfinancing scheme for purchasing the durables.


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SUGGESTIONS

1. Exhibitions do not help to generate so muchsells but they should be conducted regularly.This helps in generating awareness regardingthe product in customers which ultimately helps

in sales.2. Also it is helps in advertising for the newproducts. Like in this exhibition new LCDSCARLET was advertised. Company shouldalways focus on service.3. Display share should be increased wherethere is less than 50% as LG also believes thatJO DIKHTA HAI WO BIKTA HAI.


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CONCLUSION

1. By calculating the display share we found that in mostof store LG has 50% display share almost all categories.

2. By the actual monthly sale of particular store we cameto know the capacity of the store and how much product

can they sell.3. It helps us to know that weather dealer is capable ofbeing a direct dealer of LG or not and it also helps to findout the new dealers who are capable of being an LGdealer.

4. We also came to know while visiting the shops thatthere was big problem of after sales service.


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A Study on Market Analysis of LG Consumer

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