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Transcript of Consumer Durables
NIS ACADEMY AHMEDABAD
A
Project Report
On
“RETAIL (CONSUMER DURABLES)”
ANNAMALAI UNIVERSITY
Submitted to:
BECAUSE BECOMING SUCCESSFUL CAN BE TAUGHTA division of NIS SPARTA LTD,
Anil Dhirubhai Ambani Group CompanyAHMEDABAD
In partial fulfillment of academic requirement of the MBA & PGPBS Programme, year – 2011-2012
DEVELOPED BY:PARSHU H ATTIGUDDA
MBA & PGPBSAPP NO: 271259
RETAIL (CONSUMER DURABLES) ANNAMALAI UNIVERSITY Page 1
NIS ACADEMY AHMEDABAD
<< AHMEDABAD>>
A comparative analysis
BATCH CODE: MBA (1th YEAR)
NAME OF COORDINATOR: RITU ARORA
NAME OF STUDENT: PARSHU H ATTIGUDDA
DATE OF SUBMISSION: 12th MARCH 2012
INDEX
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NO.
CONTENTS PAGE NO.
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ACKNOWLEDGEMENTDECLARATION
EXECUTIVE SUMMARY1 INTRODUCTION 1
1.1 CLASSIFICATION OF CONSUMER DURADLES SECTOR
2
1.2 SCOPE1.3 THREATS 31.4 OPPORTUNITY
2 HISTORY OF COMPANY 42.1 GLOBAL OPERATION2.2 LG GROUP2.3 BUSINESS AREAS & MAIN PRODUCTS 52.4 MOBILE COMMUNICATIONS2.5 DIGITAL APPLIANCE2.6 DIGITAL DISPLAY2.7 DIGITAL MEDIA 62.8 VISION2.9 BRAND IDENTITY2.10 GLOBAL OPERATIONS2.11 MISSION2.12 PRODUCT LEADERSHIP 7
3 LG INDIA 83.1 INDIA CHALLENGES 10
4 STRATEGIES ADOPTED BY THE ORGANIZATION 115 PRODUCT PROFILE 126 OBJECTIVES OF THE PROJECT 177 RESEARCH METHODOLOGY 18
7.1 RESEARCH DESIGN7.2 DATA COLLECTION:
7.2.1 PRIMARY DATA:7.2.2 SECONDARY DATA
7.3 SAMPLING METHOD7.4 SAMPLE SIZE7.5 RESEARCH TOOLS7.6 RESEARCH AREA
8 SCOPE OF THE STUDY 209 DATA ANALYSIS & INTERPRETATION 21
10 FINDING 3111 REFERENCES 32
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ACKNOWLEDGEMENT
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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 consumer durables
(INDIA) 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. Similarly while doing the topic consumer durables
as a dissertation trainee I took many my projects in help.
It gives me immense pleasure to acknowledge consumer durables which has been nice
enough to give me a chance to do my dissertation project providing me wonderful support
through out my training period and afterward.
DECLARATION
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I will take pleasure in declaring that the dissertation project work that is
undertaken by me is an original and authentic work done by me. This
dissertation project is being submitted by me for the partial fulfillment for
award of MBA & PGPM from Nis Academy Ahmedabad (Annamalai
University)
EXECUTIVE SUMMARY
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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 TV, 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 TV segment is expected to the largest contributing segment to the
overall growth the industry. The rising income levels double-income 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.
INTRODUCTIONANNAMALAI UNIVERSITY Page 8
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Before the liberalization of the Indian economy, only a few companies like
Kelvinator, Godrej, Allwyn, and Voltas were the major players in the consumer
durables market, accounting for no less than 90% of the market. Then, after the
liberalization, foreign players like LG, Sony, Samsung, Whirlpool, Daewoo, and
Aiwa came into the picture. Today, these players control the major share of the
consumer durables market.
Consumer durables market is expected to grow at 10-15% in 2007-2008. It is growing
very fast because of rise in living standards, easy access to consumer finance, and
wide range of choice, as many foreign players are entering in the market
With the increase in income levels, easy availability of finance, increase in consumer
awareness, and introduction of new models, the demand for consumer durables has
increased significantly. Products like washing machines, air conditioners, microwave
ovens, color televisions (TVs) are no longer considered luxury items. However, there
are still very few players in categories like vacuum cleaners, and dishwashers
Consumer durables sector is characterized by the emergence of MNCs, exchange
offers, discounts, and intense competition. The market share of MNCs in consumer
durables sector is 65%. MNC's major target is the growing middle class of India.
MNCs offer superior technology to the
Consumers whereas the Indian companies compete on the basis of firm grasp of the
local market, their well-acknowledged brands, and hold over wide distribution
network. However, the penetration level of the consumer durables is still low in India.
CLASSIFICATION OF CONSUMER DURADLES SECTOR
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a) Consumer electronic include dvd, home theatre, music player, color television
(CTVs), cameras, camcorders, portable audio, Hi-Fi, etc
b) White goods include dishwashers, air conditioners, heaters, washing machines,
refrigerators, vacuum cleaners, kitchen appliances, non-kitchen appliances,
microwaves, built-in appliances, Tumble dryer, personal care product etc.
c) Moulded luggage include plastics
d) Clocks and watches
e) Mobile phones
SCOPE
a) In term of purchasing power parity (ppp), India is the 4th largest economy in the world and overtake Japan in the near future become the 3rd largest.
b) Indian consumer durable market is expected to reach $400 billion by on 2011.c) India has the youngest population amongst the major countries. There are 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.
d) There are 56 million people in middle class, who are earning us$4,400-US$21,800 a year. And there are 6 million rich household in India.
e) The upper-middle and high-income household in urban areas are expected to grew to 38.2 million in 2007 as against 14.6 million in 2000.
OPPORTUNITY
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a) In India the penetration level of white goods is lower as compared to other
developing countries.
b) Unexploited rural market.
c) Rapid urbanization.
d) Increase in income level, i.e. Increase in purchasing power of consumers.
e) Easy availability of finance.
THREATS
a) Higher import duties on row materials.
b) Cheap imports from Singapore, China and from other Asian countries.
TODAY Consumer durables sector is characterized by the emergence of MNCs,
exchange offers, discounts, and intense competition. The market share of MNCs in
consumer durables sector is 65%. MNC's major target is the growing middle class of
India. MNCs offer superior technology to the LG, SAMSUNG the two Korean
companies has been maintaining the lead in the industries with LG being leader in almost
all the categories.
HISTORY OF COMPANY
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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, from
which the abbreviation of LG was derived. The current "Life's good" slogan is a
backroom. Before the corporate Name change to LG, household products were sold under
the Brand name of Lucky, while electronic products were sold under the brand name of
Gold Star. The Gold Star brand is still perceived as a discount brand.
In 1995, Gold Star was renamed LG Electronics, and acquired Zenith Electronics of the
United States.
GLOBAL OPERATION
LG Electronics is playing an active role in the world market with its assertive global
business policy. As a result, LG Electronics controls 110 local subsidiaries in the world
with around 82,000 executive and employees.
LG GROUP
a) LG.Philips LCD
b) LG Chemical
c) LG Telecom
d) LG Powercom
e) LG Twins
f) LG Dacom
BUSINESS AREAS & MAIN PRODUCTS
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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
a. Plasma TVs,
b. LCD TVs,
c. Micro Display Panel TVs,
d. Monitors,
e. PDP Modules,
f. OLED Panels,
g. USB Memory,
h. Flat Panel Computer Monitors
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DIGITAL MEDIA
a) Home Theater Systems,
b) DVD Recorders,
c) Super Multi DVD Rewriters,
d) CD±RW,
e) Notebook PCs,
f) Desktop PCs,
g) PDAs,
h) PDA Phones,
i) MP3 Players,
j) New Karaoke Systems,
k) Car Infotainment
VISION
LG’s vision is to deliver innovative digital products and services that make our customers’ lives better and easier—happier, even—through increased functionality and fun.
BRAND IDENTITY
LG’s brand identity focuses on self-expression and a promise of satisfaction to its customers.
GLOBAL OPERATIONS
LG Electronics plays an active role in world markets with its assertive global business policy.
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.
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PRODUCT LEADERSHIP
We are focusing on six development areas to become the product leader.
a) New Machine
b) Reliability
c) Conventional Installation
d) Environment Friendly Product
e) Low Noise & Vibration
f) Energy Saving
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LG INDIALG 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, Air-Conditioners 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 83 LG stores across the country, of which 45 are shoppes and 38 are exclusive
stores. Brand shoppes will 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.
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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. 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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INDIA CHALLENGES
THE CHALLENGES FACED BY LG WHEN ENTERED IN
INDIAN MARKETa) Low brand awareness about LG in India.
b) One of the last MNCs entered in India (Samsung, Panasonic entered in 1995 in
India).
c) High import duty
d) Competition from local market players and other MNCs in consumer durable
segment.
e) Price sensitiveness of the Indian consumer
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STRATEGIES ADOPTED BY THE
ORGANIZATION
LG FOLLOWS 10 COMMANDMENTS WHICH ARE AS FOLLOWS.
a) Foster working environment-5S Environment
b) Fast execution is key to success
c) Transparent and fast communication-open communication
d) Update market -knowledge –Demographics
e) Win –Win relationship with the trade partners
f) Customer is the king
g) Even Billing –Road to ach supplier A
h) Be in touch with the market (70% Market, 30% Office).
i) Plan and Execute annual marketing Calendar-Time to market
j) Display share of 50% -to get 50% consumer share.
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PRODUCT PROFILE
Next Generation 3D
TV47LW6500
Looking for the Cinema 3D effect at home? Nothing beats the LG LW6500 Cinema 3D
TV. With its LED plus Display, 2D to 3D Conversion Capability & limitless
entertainment capabilities of Smart TV, ensure that Home Entertainment has NEVER
BEEN BETTER! It is also the World's First certified Flicker Free 3D.
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LG HB806TM Home Theater System
3D Blu-ray playback with 850W RMS & Wall-mountable Slim Speakers
It's Wall Mountable Tall Boy Speakers with 3D Blu-ray playback is a perfect companion
to a state of art living room . Enjoy all Media files by streaming from DLNA Enabled
device or from Network connected PC. Moreover,user can choose wall Paper for it's
Home Screen from a range of smooth viewing option.
LG BX580 Blu-Ray-Players
3D Blu-Ray Player with BD-Live Profile 2.0 & BONUSVIEW
HD contents Playback (MKV, DivX HD, AVCHD),Netcast Entertainment-You
Tube,Picassa Web Album,Accu Weather, Dolby Digital Plus,Dolby TrueHD and DTS-
HD Master Audio Technologies for Superior Video and Sound Experience.
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A screen so bright, It beats the sun
LG P970 All Phones
1GHz Processor, 5 MP camera, 2 MP front camera, 10.1cm screen size, Wi-Fi direct
The Optimums Black with revolutionary NOVA display that gives you twice as much as
brightness than other smart phones.
Break the Limits of Slim with LG Blade
LG P430-K Notebook
14.0 (35.8 cms) HD LED LCD Notebook
Seize your smart style with LG Blade that integrates our slimmests design with new and
innovative technologies. Every angle is sliced slimmer from its super slim 4.5mm LED
LCD to its 10mm super slim Bezel that’s packed within the metallic 23.8 mm body. The
trendsetting slim style never sacrifices speed or power as it offers the best combination of
performance or size. Join the slim innovation with the sharp styled LG Blade.
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Life's Good when you get joyous surprises
LG GR-M267QGL Side by Side Refrigerator
782 Litters, Wonder Door, Inverter Linear Compressor with 10 years warranty, Green Ion
Door Cooling Technology.
With State - of - the - art Wonder Door you'll discover a whole new world of storage
space and easy access to your favorite beverage & food items . Available in the chic
silver finished exteriors with floral pattern, it's a perfect expression of exquisite art and
futuristic technology.
Care for you. Care for your clothes.
LG F1280NDP25 Front Load Washing Machine
Presenting World's First 6 Motion Direct Drive that cleans better than hand wash. 6 Kg
Washer, Luxury Silver, Baby Care, Medic Rinse, Tub Clean, Rinse Plus
This unique LG washer dryer machine now comes equipped with revolutionary 6 motion
direct drive technology that replicates motions of hand wash to give your clothes the most
effective wash in the best gentle manner. With Baby care you can ensure the most
hygienic wash for your child's clothes.
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The Barbeque comes home with the new LG Microwave Oven Charcoal Lighting
Heater
LG MJ3281BCG Microwave Oven
32 Litters, Charcoal Lighting HeaterTM, Dual VFD Display, 201 Auto Cook Menu,
Indian Bread Basket, Pull down handle.
This LG Convection Microwave Oven comes with the World's 1st Charcoal Lighting
HeaterTM. Now cook your favorite barbeque dishes at home, in a healthier way. Also
cook your favorites Indian breads such as Naan, Parantha and many more with the unique
Indian Bread Basket Auto Cook Menu.
Looks with faster cooling
LG LSA5SP5Z Split AC
Defining the art of faster cooling with Jet Cool , Selectable 4 way air swing, Triple filter,
Plasmaster Auto Clean, Virus & allergy safe filter, e-Saver, Low noise.
Cooling never looked so stunning. The L-Stylus of LG Air Conditioners is designed to
compliment your evolving tastes and preferences and add a touch of class to your
interiors. Not just looks, with technologically advanced health filters like Plasmaster
Ionizer, triple Filter and anti-bacteria filter, you’ll breathe in healthy air that’ll always
keep you charged.
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OBJECTIVES OF THE PROJECT
a) To find number of brands of consumer durable in Ahmedabad.
b) To study brand preference of consumer for consumer durable goods..
c) To find most important parameter for selection of brand of Colour television,
Refrigerators, Washing machine, DVD, Microwave oven.
d) To study profit margin of major brands in consumer durable.
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RESEARCH METHODOLOGYResearch methodology is considered as the nerve of the project. Without a proper well-
organized research plan, it is impossible to complete the project and reach to any
conclusion. The project was based on the survey plan. The main objective of survey was
to collect appropriate data, which work as a base for drawing conclusion and getting
result.
Therefore, research methodology is the way to systematically solve the research problem.
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. In fact, it is the key to the
evolution of successful marketing strategies and programmers. It is an important tool to
study buyer’s behavior, consumption pattern, brand loyalty, and focus market changes. A
research design specifies the methods and procedures for conducting a particular study.
According to Kerlinger, “Research Design is a plan, conceptual structure, and strategy of
investigation conceived as to obtain answers to research questions and to control
variance. Research design specifies methods and procedures for study.
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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.
PRIMARY DATA:
These data were collected by personal interview with retailers/ dealer. For this purpose
questionnaires were prepared in such that all necessary data would be collected.
SECONDARY DATA:
Information regarding the project, secondary data was also required. These data were
collected from various past studies and other sources of the company.
SAMPLING METHOD
Random Sampling method
SAMPLE SIZE
100 Dealers
RESEARCH TOOLS
Questionnaires
RESEARCH AREA
Ahmedabad
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SCOPE OF THE STUDY
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 Ahmedabad.
WHILE VISITING THE SHOPS
a) Calculated the display share of the product in shop.
b) Collected the data of actual monthly sale of the product in few shop.
c) Found out the problems that the dealer were facing while selling the product.
d) Found out the customer response for products by asking the owner of the shop.
e) Checked whether demo calls were attended or not
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DATA ANALYSIS & INTERPRETATION
Table No.1 Number of company’s product sold by dealers.
Sr. No.PRODUCT
NO. OF RESPONDENTS PERCENTAGE
1 LCD 14 14
2 LCD & REFRIGERATOR 10 10
3 LCD,MOBILE,REFRIGERATOR & WASHING MACHINE 30 30
4 ABOVE ALL 46 46
TOTAL 100 100
Source: - Survey
14%
10%
30%
46%
COMPANIES PRODUCT SOLD BY DEALERS
LCDLCD & REFRIGERATORLCD,MOBILE,REFRIGERATOR & WASHING MACHINEABOVE ALL
INTERPRETATION:-
According to survey, 14 dealers were sold only LCD, 10 dealers were sold LCD and
REFRIGERATOR, 30 dealers were sold LCD and REFRIGERATOR, WASHING MACHINE
and 46 dealers were sold all product.
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Table No.2 shows no. of company’s product sold from dealer’s shop.
Sr. NO. NO. OF COMPANIES PRODUCT SOLD
NO. OF RESPONDENTS PERCENTAGE
1 FIVE 33 332 FOUR 24 243 THREE 9 9
4 TWO 34 34TOTAL 100 100
Source: - Survey
33%
24%9%
34%
NO. OF COMPANIES PRODUCT SOLD
FIVEFOURTHREETWO
INTERPRETATION-According to survey, 33 dealers were sold 5 brands, 34 dealers were sold only 2 brands from their shops.
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Table No.3 Shows Major brand of LCD sold by dealers.
Sr. NO.
BRANDNO. OF
RESPONDENTS PERCENTAGE1 LG 41 412 VIDEOCON 25 253 SAMSUNG 20 204 SANSUI 14 14
TOTAL 100 100 Source: - Survey
41%
25%
20%
14%
MAJOR BRAND OF LCD SOLD
LGVIDEOCONSAMSUNGSANSUI
INTERPRETATION-
According to dealers, in Ahmedabad LG is leading in LCD with 41%, after that VIDEOCON is
2nd with 25% and then SAMSUNG is on 3rd with 20%.
Table No. 4 shows the major brands of REFRIGERATOR sold by dealers.
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Sr. NOBRAND
NO. OF RESPONDENTS PERCENTAGE
1 LG 24 242 VIDEOCON 15 153 SAMSUNG 11 115 WHIRLPOOL 21 216 KELVINATOR 18 187 KENSTAR 11 11
TOTAL 100 100 Source: - Survey
24%
15%
11%21%
18%
11%
MAJOR BRAND OF REFRIGERATOR SOLD
LGVIDEOCONSAMSUNGWHIRLPOOLKELVINATORKENSTAR
INTERPRETATION-
According to dealers, LG also leading in the REFRIGERATOR market in Ahmedabad with
24%, after that Whirlpool and Kelvinator is following them.
Table no.5 shows Major brands of WASHING MACHING sold by dealers.
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Sr. NO.BRAND
NO. OF RESPONDENTS PERCENTAGE
1 LG 21 212 VIDEOCON 12 123 SAMSUNG 16 164 IFB 8 85 WHIRLPOOL 22 227 KELVINATOR 11 118 KENSTAR 10 10
TOTAL 100 100 Source: - Survey
21%
12%
16%8%
22%
11% 10%
MAJOR BRAND OF WASHING MACHING SOLD
LGVIDEOCONSAMSUNGIFBWHIRLPOOLKELVINATORKENSTAR
INTERPRETATION-
According to dealers, LG is leading in Washing Machine market with 21%, after that
VIDEOCON and SAMSUNG is leading in Ahmedabad.
Table No.6 shows Major brands of DVD sold by dealers.
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Sr. NO.BRAND
NO. OF RESPONDENTS PERCENTAGE
1 LG 16 162 VIDEOCON 15 153 SAMSUNG 12 125 PHILIPS 24 246 SANSUI 13 137 SONY 10 108 INTEX 10 10
TOTAL 100 100 Source:-Survey
16%
15%
12%24%
13%
10% 10%
MAJOR BRAND OF WASHING MACHING SOLD
LGVIDEOCONSAMSUNGPHILIPSSANSUISONYINTEX
INTERPRETATION-
According to dealers, PHILIPS is the most popular brand in DVD market with 24%, after that
LG with 16% and VIDEOCON with 15% on 3rd position.
Table No.7 shows Major Brand of MICROWAVE OVEN sold by dealers.
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Sr. NO.BRAND
NO. OF RESPONDENTS PERCENTAGE
1 LG 22 222 VIDEOCON 14 143 SAMSUNG 16 164 KENSTAR 22 226 PHILIPS 10 107 BAJAJ 9 98 SONY 7 7
TOTAL 100 100 Source: - Survey
22%
14%
16%22%
10%
9%7%
MAJOR BRAND OF MICROWAVE OVEN SOLD
LGVIDEOCONSAMSUNGKENSTARPHILIPSBAJAJSONY
INTERPRETATION-
According to dealers, KENSTAR & LG is very popular brand for microwave oven. KENSTAR
is making a huge business as compare to other competitors after that LG and then SAMSUNG.
According to dealers, microwave oven does not have that much demand as compare to other
consumer durable product.
Table NO.8 shows HIGH PROFIT MARGIN brands.
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Sr. No.BRANDS
NO. OF RESPONDENTS PERCENTAGE
1 LG 22 222 SAMAUNG 20 203 WHIRLPOOL 18 184 VIDEOCON 14 145 SONY 12 127 PHILIPS 8 88 KENSTAR 6 6
TOTAL 100 100 Source: - Survey
22%
20%
18%14%
12%
8%6%
HIGH PROFIT MARGIN
LGSAMAUNGWHIRLPOOLVIDEOCONSONYPHILIPSKENSTAR
INTERPRETATION-
According to dealers, in Indian consumer durable industry LG is leading company because of
their low pricing policy and the better quality of product.
SAMSUNG is on 2nd position, if SAMSUNG will change their pricing policy like LG and
VIDEOCON then SAMSUNG should be on 1st position.
Table No.9 shows SUGGESTION from dealers for increase the business.
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Sr. No.SUGGESTION
NO. OF RESPONDENTS PERCENTAGE
1 FAST AND REGULAR AFTER SALES
SERVICE 31 312 REDUCE PRICES 21 213 INCREASE DEALER
MARGIN 15 154 ADVERTISMENT AT
RURAL AREA 13 135 IMPROVE QUALITY 10 106 REGULAR SCHEMES 9 9
TOTAL 100 100 Source: - Survey
31%
21%15%
13%
10% 9%
SUGGESTION
FAST AND REGULAR AFTER SALES SERVICEREDUCE PRICESINCREASE DEALER MARGINADVERTISMENT AT RURAL AREAIMPROVE QUALITYREGULAR SCHEMES
INTERPRETATION-
According to suggestion of dealers, AFTER SALES SERVICE is most important factor which is
helping to the PRODUCT for increase the sales.
After that PRICES OF THE PRODUCT should be economic. DEALER MARGIN should
increase for motivation of dealers.
Table No.10 Most important parameter for sale.
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NIS ACADEMY AHMEDABAD
Sr. NO. REASONS FOR MORE SALES
NO. OF RESPONDENTS
PERCENTAGE
1 PRICE 28 282 QUALITY 30 303 SERVICE 17 174 ADVERTISEMENT 15 155 SCHEMES 10 10
TOTAL 100 100 Source: - Survey
28%
30%17%
15%10%
REASONS FOR MORE SALES
PRICEQUALITYSERVICEADVERTISEMENTSCHEMES
INTERPRETATION-
According to dealers, Price is most important parameter for more sale of PRODUCT
And then Quality, Services, Advertisement and Schemes.
FINDING
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NIS ACADEMY AHMEDABAD
ACCORDING TO SURVEY
a) LG is leading in Washing Machine market with 21%.
b) LG also leading in the REFRIGERATOR market in Ahmedabad with
24%.
c) In Ahmedabad LG is leading in LCD with 41%.
d) 33 dealers were sold 5 brands.
e) 46 dealers were sold all products.
f) PHILIPS is the most popular brand in DVD market with 24%.
g) KENSTAR & LG is very popular brand for microwave oven.
h) Indian consumer durable industry LG is leading company because of
their low pricing policy and the better quality of product.
i) AFTER SALES SERVICE is most important factor which is helping to
the PRODUCT for increase the sales.
j) Price is most important parameter for more sale of PRODUCT.
BIBLIOGRAPHY
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NIS ACADEMY AHMEDABAD
a) www.google.com
b) www.wikipedia.com
c) Business world
d) Business today
e) magazine
f) Economics times News paper
g) Times of India
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