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Awareness and Concept of Microwave Oven as a product and

Consumer Behavior in respect of LG brand

CHAPTER CONTENTS

Chapter 1

INTRODUCTION

Objective of Study

Scope of Study Methodology

Statement of Problem

Limitations

Chapter 2

RESEARCH DESIGN

Chapter 3

INDUSTRY PROFILE Consumer Durables

Market Definition

Market Analysis

Problem of Indian Appliances Brand

Success of Korean Brands in India

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Chapter 4

COMPANY PROFILE

History

Vision Branch Hierarchy

Microwave Oven Industry -An Overview

Chapter 5

PRODUCT PROFILE

Chapter 6

DATA ANALYSIS & INTERPRETATION

Chapter - 7

FINDINGS, SUGGESTIONS & CONCLUSION

Appendix

Questionnaires

References

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Chapter 1

INTRODUCTION

Objective of Study

Scope of Study

Methodology


Limitations

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Objective of Study

To find out the awareness level of Microwave ovens among the

customers.

To find out the most effective media for accelerating awareness

level of Microwave ovens.

To find the key factors for denial & acceptance of Microwave

ovens.

To find the reasons for low rate of acceptance for Microwave

ovens.

To find brand preference among consumers while purchasing

Microwave Ovens.

To find out consumer attitude towards LG brand among various

other competitive brands lined up.

To find which product category of LG is most popular among

consumers and dealers.

To find satisfaction level of persons who are already using LG

brand.

To find the key factors for stocking of LG products by the dealers.

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Scope of Study:

This study was conducted to find out the awareness of microwave

ovens and consumer behaviour in respect of Electrolux brand, so the

scope of this study is very wide. Microwave ovens as a product are still

new in the market and yet to get its acceptance globally. People are

Methodology:

The study was qualitative in nature and based primarily on

consumers opinion survey.

Data source : Primary & Secondary.

Research Approach : Descriptive Data (Survey Data & Observational &

other data).

Research instruments : Well structured questionnaires comprising of

open and close ended questions.

Sampling plan : All respondents surveyed were selected in Random order

and the same were taken from Shimoga.


The nuclear intention in designing such a project was to understand

factual benefits and acceptance of LG microwave oven or just could I

speak of only a microwave oven. Its unawareness is a cause that it sells

less. Its lesser sales statistics in North Eastern States evidently is a

consequence of the reason that people here are adapted to their own life

style and no new circumstantial changes are even accepted by this

section.

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Nevertheless, a theory runs of change. Nothing in this world is

absolute except the word itself. Hence an attempt is reconciled to put

forth the fact that an acceptance of such kind of equipment actually can

change life. The analysis of this subject would be an effort that however

strong promotions could be its only important, how the niche or the

requirement of that need is created and mankind faces erratic changes. He

should envisage at a time that without a microwave oven, life could be

possible but would be really difficult.

The objective also speaks about just, not a requirement in a

kitchen, but also its accessibility modes & availability in all sections of

people. Life should never be categorized on the basis of a product that

its not meant for us!

It should be there, used proportionately to equate lifestyles and

hence then the brand would reign in the kingdom called MARKET and

hence it steps into an arena called SUCCESS.

Specification is perhaps, a mirror which gives us clarity of thought

in a right direction. If Microwave Oven has to spoken with consumer

behaviour, lets take LG as the spokesperson amongst the hardcore

loyalist who made LG directly proportional to microwave ovens, beyond

several of its other products which it might be catering. The

modernization in the concept, its acceptability in the global reach and its

usage in the common made LG more of a bigger brand. Its technical

viabilities are specific in accordance with Indian kitchen psychology. If a

Pizza is absent on a snacks table, a Spicy Dhokla could also be there.

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Never mind brownies to be non prevalent in a coffee gossip, but plain

bisque also could be served hot from a LG Microwave Oven. Hence the

design, the models and overall study analysis would yield of certain

additions or deletions or modifications, but underlying statement is LG

microwave ovens should be more available and often seen in North

Eastern kitchen.

Sometimes, financial constraint comes out to be a reason that service

class or if correctively spoken, the lower middle class finds it to be a

hindrance in purchase. A dealer, at times comes out with schemes with

companies, when they feel of an implementation of installments, which

would catalyse sales. At times, even dealers, with the help of local

finance companies comes up with interest less modes of installments.

Then life becomes so easy! Packets of LG microwave ovens are seen

more in the hands of obeying husbands followed by LG microwave

ovens well understood by wives.

Limitations:

Lack of interest and enthusiastic responses may have allowed

biases in this report. Test of sampling error could not be done due to the

absence of data regarding the total population size. Correctness of this

report is restricted and limited by the degree of authenticity of data

collected and sincerity and honesty of respondents.

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Chapter 2

Research Design

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Research Design

Research Methodology

The methodology adopted to accomplish this project was in accordance

with the topic assigned. The study was based on data collected mainly

from primary as well as secondary sources. Descriptive research

methodology was adopted for the purpose of study.

Designing the QuestionnairesThis study was conducted in five parts and accordingly questionnaires are

also set categorically:

Questionnaire for those who have microwave ovens

Questionnaire for those who dont have microwave ovens

Questionnaire for those who have used LG brand

Questionnaire for the dealers

The method adopted for developing the above mentioned questionnaires

followed the following sequential order :

Determining the objective of the project and specific data to be sought.

Determining the process of interviewing.

Scrutinizing the question content.

Setting the response format.

Setting the wording of the questions.

Setting the questionnaire structure.

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Pre-testing, revising, redesigning and final draft.

The questionnaires were prepared in consultation with the Company

guide as well as the institutional guide.

Pre-Testing The Questionnaire

Before implementing the questionnaires in the field, it was pre-

tested to avoid any ambiguous questions and to see the effectiveness of

the questionnaires. For this reason a pilot survey with 10 consumers was

conducted.After Pre-Testing it was found that, few questions were not

apprehend able by the respondents; these were accordingly redesigned

and revised so as to make them more understandable. Finally the

questionnaires were printed and used in collecting responses for the

survey.

Methods Of Collecting Data

The data was collected mostly from primary sources. During the

period of this study I got the responsibility to give demonstrations to

consumers and thus I got the opportunity to talk to the consumers directly

and check their awareness level about microwave ovens. During my

interactions with the consumers I always tried my best to make them

understand that our local food habits are fully compatible with

microwave ovens and tried to reveal various relative advantages of

microwave cooking:

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Food cooks evenly, quickly and efficiently in the microwave. Also the

nutrients are preserved and the actual taste of the food is retained to a

higher degree.

Only a minimum amount of oil is required for cooking continental

as well as traditional Indian dishes and so it seems desirable from the

health point of view.

Also shorter and controlled cooking time means that the food does

not get burnt or over-cooked.

Food may be cooked and served in the same dish.

Another major advantage is that food is cooked minus the smoke, grease

and heat and so the kitchen remains neat and tidy always.

Microwave has multifarious uses like de-frosting, re-heating, etc.

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Chapter 3

Industry Profile

Consumer Durables

Market Definition

Market Analysis


Success of Korean Brands in India

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Today, these players control the major share of the consumer durables

market.

Consumer durables market is expected to grow at 10-15% in 2009-2010.

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.

On the flip side, the presence of a large number of players in the

consumer durables market sometimes results in excess supply.

Overview

Market Definition

The consumer electronics market consists of the total revenues

generated through the sale of audio, video, and games console products

designed primarily for domestic use. The audio sector consists of hifi

systems, cassette, CD, Mini disc and MP3 recorders and players, personal

stereos, and radios. The video sector consists of CRT and flat-panel

television sets, videocassette and DVD players and recorders (standalone

and integrated with TV sets), camcorders, digital cameras, and set-top

boxes. Games consoles consist of all hand-held and plug-in consoles. The

market is valued at retail selling price (RSP) with any currency

conversions calculated using constant 2006 annual average exchange

rates.

Asia-Pacific comprises Australia, China, Japan, India, Singapore, South

Korea and Taiwan.

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Highlights

The Indian Consumer Electronics market generated total revenues

of $4.8 billion in 2010, this representing a compound annual growth rate

(CAGR) of 11.1% for the period spanning 2002-2009.Video equipment

sales proved the most lucrative for the Indian Consumer Electronics

market in 2006, generating total revenues of $3 billion, equivalent to

80.8% of the market's overall value. The performance of the market is

forecast to accelerate, with an anticipated CAGR of 5.4% for the 2006-

2011 period expected to drive the market to a value of $4.9 billion

by the end of 2011.

Market Analysis

The Indian Consumer Electronics market generated total revenues

of $4.8 billion in 2010, this representing a compound annual growth rate

(CAGR) of 11.1% for the period spanning 2002-2006. In comparison, the

Chinese and Japanese markets grew with CAGRs of 11.8% and 15.7%

over the same period, to reach respective values of $17.6 billion and

$20.5 billion in 2010.

Video equipment sales proved the most lucrative for the Indian

Consumer Electronics market in 2010, generating total revenues of $3

billion, equivalent to 80.8% of the market's overall value. In comparison,

sales of audio equipment generated revenues of $0.6 billion in 2010,

equating to 14.9% of the market's aggregate revenues. The performance

of the market is forecast to accelerate, with an anticipated CAGR of 5.4%

for the 2006-2011 period expected to drive the market to a value of $4.9

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billion by the end of 2011. Comparatively, the Chinese and Japanese

markets will grow with CAGRs of 9.2% and 7% respectively over the

same period, to reach respective values of $27.4 billion and $28.6 billion

in 2011.

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

(CTVs) 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. An important factor behind low

penetration is poor government spending on infrastructure. For example,

the government spending is very less on electrification programs in rural

areas. This factor discourages the consumer durables companies to

market their products in rural areas.

Some Facts,

1. Bargaining power of suppliers in consumer durables sector is

limited due to threat of imports and intense competition.

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2. Some of the entry barriers in consumer durables sector are distribution

network, capital, and ability to hire purchases.

3. Demand is seasonal and cyclical.

4. Competition among players is on the basis of difference in prices and

well-acknowledged brands.

Market Value

The Indian consumer electronics market grew by 7.6% in 2010 to

reach a value of$3.8 billion. The compound annual growth rate of the

market in the period 2006-2010 was 11.1%.

Table 1: India Consumer Electronics Market Value: $ billion, 2006-2010

Year $ billion INR billion % Growth

2006 2.5 109.2

2007 2.9 126.8 16.10%

2008 3.2 141.7 11.80%

2009 3.5 154.7 9.20%

2010 3.8 166.5 7.60%

CAGR, 2006-2010: 11.1%

Sector Outlook

There has been strong competition between the major MNCs like

Samsung, LG, and Sony.

According to isuppli Corporation (Applied Market Intelligence),

country's fiscal policy has encouraged Indian consumer electronic

industry. The reduction on import duty in the year 2005-06 has benefited

many companies, such as Samsung, LG, and Sony. These companies

import their premium end products from manufacturing facilities that are

located outside India.

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Indian consumers are now replacing their existing appliances with

frost-free refrigerators, split air conditioners, fully automatic washing

machines, and color televisions (CTVs), which are boosting the sales in

these categories.

Some companies like. LG Electronics India Ltd. & Samsung Electronics

Co. Ltd is now focusing on rural areas also. These companies are

introducing gift schemes and providing easy finance to capture the

consumer base in rural areas.

Growth in 2009-10

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Consumer Durables Growth

Air Conditioner 25-35%

Refrigerator 25-30%

Microwave Ovens 35%

Washing Machines 10-20%

Color Televisions (CTVs) 25-40%

Black & White Televisions -25%

VCDs 40%

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Scope

In terms of Purchasing Power Parity (PPP), India is the 4th largest

economy in the world and is expected to overtake Japan in the near future

to become the 3rd largest. Indian consumer goods market is expected to

reach $400 billion by 2010. India has the youngest population amongst

the major countries. There are a lot of young people in India in different

income categories. Nearly two- thirds of its population is below the age

of 35, and nearly 50 % is below 25. 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 households in India. The upper-middle and high-

income households in urban areas are expected to grow to 38.2 million in

2007 as against 14.6 million in 2000.

-

Rural sector offers huge scope for consumer durables industry, as it

accounts for 70% of the Indian population. Rural areas have the

penetration level of only 2% and 0.5% for refrigerators and washing

machines respectively. The urban market and the rural market are

growing at the annual rates of 7%-10%and 25% respectively. The rural

market is growing faster than the urban market. The urban market has

now largely become a product replacement market.

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The bottom line is that Indian market is changing rapidly and is showing

unprecedented business opportunity.

Current Scenario

The consumer durables market in India is valued at US $ 4.5

billions currently. In 2007, microwave ovens and air conditioners

registered a growth of about 30%. Frost-free refrigerators have registered

significant growth as many urban families are replacing their old

refrigerators. Refrigerator sales amounted to 4.2 millions in 2006,

whereas the production of the refrigerators went up by 17% as compared

to the preceding year. Washing machines, which have always seen poor

growth, have seen reasonable growth in 2006. More and more Indians are

now buying electrical appliances due to change in electricity scenario.

The penetration level of color televisions (CTVs) is expected to increase

3 times by 2008.

According to National Council for Applied Economic

Research (NCAER), Indian consumer class is growing at a fast rate.

This in turn is benefiting the consumer durables Manufacturers.

Future Scenario

With easy availability of finance, emergence of double-income

families, fall in prices due to increased competition, government support,

growth of media, availability of disposable incomes, improvements in

technology, reduction in customs duty, rise in temperatures, growth in

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consumer base of rural sector, the consumer durables industry is growing

at a fast pace. Given these factors, a good growth is projected in the

future, too.

The penetration level of consumer durables is very low in India, as

compared with other countries. This translates into vast unrealized

potential.

For example, in case of color televisions (CTVs), the penetration

level of various countries is:

India 24%Brazil 11%

China 98%

US 333%

France 235%

Japan 250%

Demand and Penetration Level of White Goods in India

1995-1996 2005-2006 2009-2010

Demand 3.43 million 8.72 million 13.14 million

Penetration level149 per 1,000households

319 per 1,000households

451 per 1,000households

In a study conducted by Frost & Sullivan and commissioned by India

Semiconductor Association (ISA), the demand for Electronic Appliances

is projected to grow exponentially at a compounded annual growth rate

(CAGR) of 30%.

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In billions

Rising India

India, as one of the four BRIC nations, along with Brazil, Russia

and China, is running an average of 7 percent annual economic growth,

mostly driven by a growing IT sector. Some experts predict that Indiawill become the world's largest economy by 2035.

The economic reforms initiated by the government in the early

1990s have done much to boost the Indian economy, and it seems they

have also transformed Indian consumer perceptions about CONSUMER

GOODS.

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Huge Middle Class Demand

Demand for consumer durables is set to grow 12-15 per cent a year in

India over the next five years, helped by rising salaries and soaring

aspirations among the nation's estimated 270 million middle class.

LG -- which sells plasma color TVs, air-conditioners, refrigerators,

washing machines, computers and mobile phones -- expects Indian sales

to hit $1.9 billion in 2005, and reach $6.7 billion in 2010, up about 29 per

cent each year.

The appliance market in India is dominated by foreign brands. Korean

brands, followed by American brands like Whirlpool, have replaced

once-popular Indian names Samsung, Onida, BPL, Voltas, Kelvinator,

and Godrej as brand leaders. Only Indias Videocon is perceived to be

competitive with foreign brands.


The problem with Indian appliances brands seems to be the

perception that they have not delivered innovative products. Korean

brands, in contrast, performed much better on this score while offering

value-for-money products, and this has earned them the confidence of

Indian consumers.

Further, Indian appliance producers have not focused on

harnessing the power of their brands by targeting smaller town markets

and lower price points. At one time Indian appliance makers like Sumeet

and other local brands garnered sales volume through bargains, discounts

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and exchange offers. When Chinese players entered the market with

competitively priced products, due to their extremely low production

costs, the Indian players lost ground here as well. The only appliance

segment in which Indian brands continue to steadfastly rule the market is

mixer-grinders/food processors, where Indian products are designed to

meet unique Indian kitchen needs.

Recognizing the fact that Indian brands need a wider product

portfolio, Godrej, a traditional home appliance manufacturer, is making a

foray into production of color TVs and DVD players. Mirc Electronics, a

maker of Onida brand TVs, has moved into appliances with its washing

machines and air-conditioners. Perhaps they are hoping to duplicate the

success of Korean brands, which flooded the Indian market with a wide

range of products, but it remains to be seen if Indian brands in the

appliance segment will win back the confidence of Indian consumers.

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NEW LAUNCHES AND INNOVATION FUEL GROWTH

Detergent-free washing machines, freestanding cooker hoods and

microwaves helped drive growth as manufacturers targeted the premium

end of the industry. Up to eight microwaves were launched in 2005 with

LG Electronics India Pvt. Ltd. taking the lead. As Indian consumers

became more sophisticated in their buying habits, companies were forced

to bring in the latest products, designs and innovations to meet demand.

Also interesting were the LPG-based and halogen heaters within the

heating appliances range as LPG- bases heaters helped marketers to

further expand their market into villages and smaller towns as well where

electricity is still not frequently available.

SUCCESS OF KOREAN BRANDS IN INDIA

According to a recent survey conducted by GFK Marketing Services, one

of the world's top-five market research companies, LG Electronics Inc.

was found to lead in India's five major home appliances categories; Color

televisions, Refrigerators, Washing machines, Air conditioners and

Microwave ovens, during the April-June period.

LG-brand air conditioners held a 41 percent market share, televisions

26.7 percent, refrigerators 29.4 percent, washing machines 35.1 percent

and microwave ovens 38.9 percent.

Televisions rose 2.3 percent, while refrigerators and washing machines

rose 3.4 percent and 2.7 percent respectively, from a year ago.

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Swot Analysis

Strengths

1. Presence of established distribution networks in both urban and rural areas

2. Presence of well-known brands.3. In recent years, organized sector has increased its share in the market vis a

vis the unorganized sector.

Weaknesses

1. Demand is seasonal and is high during festive season

2. Demand is dependent on good monsoons

3. Poor government spending on infrastructure4. Low purchasing power of consumers

Opportunities

1. In India, the penetration level of white goods is lower as compared to other

developing countries.

2. Unexploited rural market

3. Rapid urbanization.

4. Increase in income levels, i.e. increase in purchasing power of

consumers

5. Easy availability of finance.

Threats.

1. Higher import duties on raw materials imposed in the Budget 2009-10

2. Cheap imports from Singapore, China and other Asian countries

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Chapter 4

Company Profile

History

Vision

Branch Hierarchy

Microwave Oven Industry -An Overview

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Company Profile

History

LG Group is a large South Korean chaebol (conglomerate), which

produces electronics (including domotics), mobile phones and

petrochemical products and operates subsidiaries like LG Electronics.

The company was originally established in 1958 as GoldStar,

producing radios, TVs, refrigerators, washing machines, and air

conditioners.

The LG Group was a merger of two Korean companies, Luckyand GoldStar, from which the abbreviation of LG was derived. The

current "Life's Good slogan is a backronym. 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 GoldStar (Hangul:).

Based in South Korea, LG Electronics (LGE) had a global

turnover of US$ 29.9 billion in 2003 . LGE has 50 affiliated

companies across the globe, with 300 offices and presence in 120

countries. With over 64,000 employees, it focuses on four main

businesses - Electronics and Telecommunications, Services, Finance

and Chemicals. LGE has 20 R&D centers worldwide and has

subsidiaries in 76 countries.

Created in 1947 as "Lucky-Goldstar", it assumed the abbreviated

name of "LG" in 1995. LG is also an abbreviation of "Lucky

Geumseong" in South Korea, which is translated into English as Lucky

Venus (Goldstar). Before then, many electronic products were sold under

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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 producing household cleaning products

and laundry detergents in South Korea. Before massive industrialization

of South Korean society, the name Lucky was synonymous with

toothpaste.

Since 2001, LG has two joint ventures with Royal Philips Electronics:

LG Philips Display and LG.Philips LCD. LG has made a joint venture

with Nortel Networks and has created LG-Nortel Co. Ltd.

LG also has a joint venture with Hitachi which manufactures optical data

storage solutions like DVD-ROM drives, CD writers, etc. LG has owned

the LG Twins baseball club since 1989.

LG acquired a majority share of the American television manufacturing

company Zenith in 1995.

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).

The trend of beating industry norms started with the fastest ever-

nationwide launch by LG in a period of 4 and 1/2 months with the

commencement of operations in May 1997. LG set up a state-of-the art

manufacturing facility at Greater Noida, near Delhi, in 1998, with an

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investment of Rs 500 Crores. This facility manufactured Colour

Televisions, Washing Machines, Air-Conditioners and Microwave

Ovens.

During the year 2001, LG also commenced the home production for its

eco-friendly Refrigerators and established its assembly line for its PC

Monitors at its Greater Noida manufacturing unit. The beginning of 2003

saw the roll out of the first locally manufactured Direct Cool Refrigerator

from the plant at Greater Noida.

In 2004, LGEIL also up its second Greenfield manufacturing unit in

Pune, Maharashtra that commences operations in October this year.

Covering over 50 acres, the facility manufactures Color Televisions, Air

Conditioners, Refrigerators, Washing Machines Microwave Ovens Color

Monitors and GSM phones.

The Greater Noida manufacturing unit line has been designed with the

latest technologies at par with international standards at Korea and is one

of the most Eco-friendly units amongst all LG manufacturing plants in

the world.

Established in 1997, LG Electronics India (LGEI) is a wholly-

owned subsidiary of LG Electronics South Korea. It is one of the

leading companies in consumer electronics, home appliances and

computer peripherals in India. It has a turnover of almost US$ 1000

million in India. LGEIs sales are increasing with a CAGR of 40

% over the past five years.

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LG is the market leader in various segments like CTVs,

Microwave ovens, Frost-Free Refrigerators, Washing Machines and Air-

Conditioners, with market shares of 26.2 percent, 41.2 percent, 37.9

percent, 34.1 percent and 34 percent respectively.

LG Electronics India received the Occupational Health & Safety

Management System OHSAS 18001:1999 certification from the British

Standards Institution (BSI), India, for a systematic approach towards

Occupational Health and Safety Management.

Various studies have shown that the consumer is well informed on the

health awareness front. LG was one of the first companies who

recognized the emerging change in consumer needs and decided to

differentiate their products on the basis of technology which appealed to

the consumer on the basis of health benefits. Its vision was to become a

'Health Partner' for its consumers worldwide and therefore formulated its

corporate philosophy to make peoples' lives better, convenient and

healthier

The CTV range offered by LG has 'Golden Eye' technology, which

senses the light levels in the room and adjusts the picture to make it more

comfortable for the eyes. The entire range of LG air-conditioners have

'Health Air System', which not just cools, but keeps pollution out.

Similarly, microwave ovens have the 'Health Wave System', refrigerators

have the 'PN System', which preserve the nutrition in food and washing

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machines have 'Fabricare System', which takes the health factor down to

ones clothes. All the products offered by the company have unique

technologies, developed by its R&D departments that give customers a

healthier environment to live-in.

The year 2001 witnessed LG becoming the fastest growing company in

the consumer electronics, home appliances and computer peripherals

industry. The company had till the month of October 2001 achieved a

cumulative turnover of Rs 5000 Crores in India since its inception in

1997, making it the fastest ever Rs 5000 Crores clocked by any company

in the Indian consumer electronics and home appliances industry. Having

achieved this milestone, LG achieved another benchmark with the first

ever sales of One Lakh ACs (Windows and Splits) in a calendar year.

In Colour Televisions having set the sales target of one million units of

Color Televisions for 2002, LG has already achieved the one million

mark in the month ahead of its target. In 2003, LG has emerged as the

leader in Colour Televisions, Washing Machines, Air Conditioners,

Frost-Free Refrigerators and Microwaves Ovens.

In the year 2004, LGEIL achieved unprecedented sales efficiency both in

Direct Cool and Frost Free segment and sold more than 1 million units of

refrigerators outperforming industry expectations.

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.

The company has achieved a turnover of Rs 6500 crore in 2004 and aims

to touch a turnover of 10 Billion US Dollars by 2010 and commands an

enviable position in the GSM mobile phone market. It has already started

manufacturing of GSM phones in its plant at Pune.

LG India has also been taking on a slew of initiatives as a part of

Corporate Social Responsibility. LGEIL is proud to have adopted about

24 villages around our Greater Noida facility. LG extends Free Medical

Care, which comprises of free check ups and a free distribution of

medicines on a daily basis. LGEIL is also generating self-employment

opportunities for the people in the form of tailoring, knitting etc. in

addition to all this, LG also sends veterinary doctors regularly to these

villages.

Besides all this, LG India is one of the very few companies in the country

that has an internal Energy, Environment, Safety and Health Department.

This function caters to activities like Energy Conservation,

Environmental Issues, Work Place Fire and Safety as well as

Occupational Health for the benefit of the employees.

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LG BENEFITS: LG delivers a different experience

LG: THE PERSONALITY LG is delightful

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Branch Hierarchy

VISION :

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LG has a positive perception of India and the Indian consumer.

LG is making a foray into the e-commerce market in India and has

partnered with various local websites like fabmall.com, rediff.com,

indiatimes.com, and indiaplaza.com.

Secondly launching of new technologies in consumer electronics

and home appliances .

Thirdly LGEIL is implementing a digital manufacturing system

(DMS) as a cost-cutting innovation. This system is a follow-up to

the Six Sigma exercise LGEIL had initiated earlier.

LG is also planning to invest over US$ 208 million in India over

the next three years to expand the business. Mobile software

development is also on LGs agenda.

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MICROWAVE OVEN

MICROWAVE OVEN INDUSTRY

---AN OVERVIEW.

Even as a host of electronic products made rapids inroads into Indian

homes in the last decade, the microwave oven an essential item in every

kitchen in developed countries-did not.

Homemakers preferred to make do with their gas stoves, tawas and

pressure cookers.

Last year was different though. The microwave oven market jumped as

much as 25 percent to about 2.4 lakh units. This is still a fraction of the

colour television market, which stands at over 6 million units, but going

by the current level of activity, microwaves in India appear set to go the

global way.

A combination of factors has brought the market alive. Leading players

like Samsung, LG, Whirlpool and Electrolux have introduced a range of

models, with prices of entry level ones coming down to below Rs 6,000

last year. Many local players are sourcing products from China and

selling it here at very attractive rates.

LG, Samsung , Electrolux are also making determined efforts to get the

homemaker to see the microwave as a cooking device, rather than as a

mere reheating one, by holding country-wide cookery classes and home

demonstrations.

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Some has also customized microwaves to Indian conditionsthere are,

for instance, Whirlpool microwaves that seek to replicate the tawa effect

to make Indian items like parathas and crisp dosas, and those which

enable steam cooking for items like idlis and dhoklas.

Innovations are also making the product look increasingly attractive. The

longstanding concern that microwaves destroy a lot of valuable nutrients,

far more than other forms of cooking, is being sought to be addressed

technologically. Samsung claims its patented bio ceramic enamel coating

helps retain essential vitamins while cooking.

With the increased purchasing power of the younger generation and with

more and more women balancing home and careers, any product that

provide convenience and saves time will be well accepted in time to

come. As for the companies, with competition heating up with increasing

capacities and players, companies with the ability to cater the

requirements of middle income households and with a certain level of

indigenous know-how will emerge winners in this cluttered market.

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Chapter 5

Product Profile

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Product Profile

During a radar-related research project in 1946 that Dr. Percy

Spencer, engineer with the Raytheon Corporation, noticed something

very unusual. He was testing a new vacuum tube called a magnetron

when he discovered that the candy bar in his pocket had melted. This

intrigued Dr. Spencer, so he tried another experiment. This time he

placed some popcorn kernels near the tube and, perhaps standing a little

farther away, he watched with an inventive sparkle in his eye as the

popcorn sputtered, cracked and popped all over his lab.In 1946, the Raytheon Company had filed a patent proposing that

microwaves be used to cook food. An oven was then placed in a Boston

restaurant for testing.

At last, in 1947, the first commercial microwave oven hit the

market. These primitive units where gigantic and enormously expensive,

standing 5 1/2 feet tall, and costing about $5000 each. The magnetron

tube had to be water-cooled, so plumbing installations were also required.

WHAT ARE MICROWAVES?

Microwaves are a means of transferring energy through space.

They are a form of electromagnetic energy , like light waves or radio

waves, and occupy a part of the electromagnetic spectrum. Microwaves

are used to relay longdistance telephone signals, television programs

and computer information across the earth or to a satellite in space. They

are used to detect speeding cars.

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http://www.gallawa.com/microtech/magnetron.htmlhttp://www.gallawa.com/microtech/magnetron.html


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Microwave is perhaps the most familiar as the energy source for

cooking food.

Electromagnetic radiation exists in a range of frequencies called the

electromagnetic spectrum. Each frequency has a specific wavelength and

as the frequency decreases, the actual length of the wave gets longer.

As the frequency of the wave changes, their property also undergoes a

change. For instance, as the frequency increases to 1000 MHz [1000 x

10], you get infrared heat. As the frequency increases further, we get

visible light, up to [(4237320 x (10) MHz.

The frequency of domestic microwave ovens is standardized at 2450

MHz, which is equal to 245 x 10.

PROPERTIES OF A MICROWAVE AT FREQUENCY OF 2450 MHz:

Can pass through anything but metal.

Gets reflected by metal.

Acts on moisture and fats [vibration @ (2450 x 10) ] times per second.

HOW A MICROWAVE OVEN WORKS.

To put it briefly, microwaves penetrate food directly raising its

temperature and resulting in its cooking.

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The cooking takes place through the process of reversal of polarity in the

following manner :

All wave energy changes polarity from positive to negative with each

cycle of the wave. In microwaves, these polarity changes happen millions

of time every second.

Food molecules especially the molecules of water have a positive and

negative end, in the same way a bar magnet has a north pole and a south

pole.

When microwaves at the right frequency bombard food, they cause the

polar molecules to vibrate at the same frequency, millions of times a

second. All this agitation at the molecular level creates friction, which

heats up the food.

The microwaves pass through the container [which is generally of glass,

plastic or paper] and, therefore, only the food is heated.

The microwaves are:-

Generated by the magnetron,

Transmitted down the waveguide,

Reflected off the wall of the microwave ovens cavity, and

Disturbed evenly in the oven cavity to cook the food.

METHODS OF COOKING.

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Transfer of energy to heat food can occur in three different ways :

Conduction :

Conduction occurs when there is a direct contact with a heat source such

as a burner on a gas or electric stove. As the stoves burner gets hot, the

heat is transferred through the pan sitting on the burner via conductor and

then transferred through to the food inside the pan.

Convection :

Convection occurs when rising [of fan assisted ] hot air or steam

circulates in an enclosed area such as a gas or electric oven. When the air

surrounding the food heats up, this heat is passed first to the foods outer

layers and then progressively to its inner ones.

Radiation :

Radiation occurs when electromagnetic heat waves flow through space.

In this case, heating is caused mainly by the vibration of water molecules

in the food. So, microwave ovens produce heat directly inside the food,

heating is more evenly and more quickly than conventional ovens.

Microwaves ovens cook food by radiation and by conduction and in

some brands of microwaves by convection too. Once in the ovens

cavity, microwaves actually penetrate the food upto a depth of 1.5 inch,

depending on the density of the food and the amount of the food that is in

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the oven. The centre of thicker foods may not be affected by the radiation

and therefore only become cooked as the heat conducts to the centre.

Broadly, a microwave oven works as follows:

A vacuum tube called magnetron is electrically activated and generates

these microwaves with a frequency of 2450 megacycles per second or

2.45 GHz.

The microwaves are directed through waveguides to be effectively

distributed in the oven cavity. The microwaves then reflect off the walls

of the ovens interior and are absorbed by molecules in the food.

Because each wave has a positive and negative component, the molecules

in the food are back and forth at the rate of the microwave frequency.

Conventional Vs. Microwave Cooking

Conventional Microwave

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Layer-by-layer, outside to inside

Spoils the kitchen wall withsprinkling of oil

Separate utensils for cooking &serving

Same utensils can be used to cook &serve

Cooking through Oil

More usage of Oil/Ghee

More time consuming & tiring Less time consuming & enjoyable

Less Oily food

Cooking through Water molecules

Even cooking, inside to outside

Non- messy , more neat & cleankitchen walls

Nutritional Value of the food is lostdue to longer cooking

Nutritional Value of the food ispreserved


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What all can be done in a MWO?

Cooking

Warming/ Simmering

Re-heating

Roasting

Baking

Defrosting

QUALITY OF COOKING

Uniform and even cooking.

Research has proved that it preserves 90% of nutrients and vitamins, and

retained foods natural colour and flavor all contributing to a healthy

meal.

All frozen food can be quickly and effectively thawed before cooking so

that the taste, colour and flavor are not lost while cooking.

Cooking is optimum accurate due to precise control over duration and

temperature.

SAVING OF TIME

Faster cooking.

You dont have to spent time in front of the oven stirring the food and

adjusting the flame, thus saving a lot of cooking time and your own time.

Faster cooking means saving on electricity bills.

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LG MICRO OVEN MODELS

LG Microwave Oven Convection

MC-7840UL

Capacity : 28LtrElectricalInput(Microwave) :1350WCavity type : StainlessSteel

Price : Rs. 16,090


MC-7880PSR


Price : Rs. 13,590


MC-8041PVR


Price : Rs. 16,090

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MC-8081ALR

Capacity : 30LtrElectricalInput(Microwave) :1350WCavity type : Stainless

SteelPrice : Rs. 15,690


MC-8082PRR




MC-8091HLQ




MC-8188HRC


Price : Rs. 20,490

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MC-8040NSR




MC 8080PRR


Price :Rs. 16,090


MC 8088NRH


Price : Rs. 16,090


MC 8089TLR

Capacity :30Ltr

ElectricalInput(Microwave) :900WCavity type : StainlessSteel

Price : Rs. 16,090


MC 8087ABR

Capacity : 30LtrElectricalInput(Microwave) :900W

Cavity type : StainlessSteelPrice : Rs. 16,090

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Latest Microwave Oven Models Launched By LG

Specification and Price of LGMicrowave Oven MC-7880PSR ConvectionModel

Key Features:LG microwaveoven model MC-7880PSR is ofconvection type, with a capacity of28Liters. It has a stainless steelcavity which ensures betterreflection and uniform heatinginside the cavity. It is easier toclean and unlike coated materialcavity there is no peel off problem.

The light disinfect feature in LGmicrowave oven model MC-7880PSR helps in cleaning thecavity clean and keeping ithygienic and germ-free at thetouch of a button.

Price and Specification of LGMicrowave Oven MH-6589DRL Grill Model

This article focuses its discussionon MH-6589DRL LG MicrowaveOven price and its detailedspecifications.

Key Features:LG microwaveoven model MH-6589DRL is ofgrill type, with a capacity of23Liters. It has a humidity sensorwhich detects the level of humidityinside the microwave oven andadjusts the cooking time and

weight accordingly. The lightdisinfect feature in LG microwaveoven model MH-6589DRL helpsin cleaning the cavity clean andkeeping it hygienic and germ-freeat the touch of a button. This

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model comes with a steam chefwhich is especially designed forlow calorie cooking. It is alsoequipped with 52 auto cook menu.The next step guide will help youin locating the next button that hasto be pressed.

LG MP-9889FCR Solar DomMicrowave Oven

Key Features:LG MP-9889FCRmicrowave oven is of Solar Domtype, with a capacity of 38Liters. Ithas a stainless steel cavity whichensures better reflection anduniform heating inside the cavity.

It is easier to clean and unlikecoated material cavity there is no

peel off problem. The lightdisinfect feature helps in cleaningthe cavity clean

LG MS-2348BS SoloMicrowave Oven

Key Features:LG MS-2348BSmicrowave oven is of solo type,with a capacity of 23Liters. It uses

the Intellowave technology whichenables faster and healthiercooking by circulatingmicrowaves. It comes with 32 autocook menu. The anti bacteriacavity

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GFGC, Shivamogga 54

Intellowave

Technology

This unique technology has arevolutionary wave guide thattransforms ordinary waves into3Dimentional hot pockets.

This ensures that food iscooked from all sidesleading to even anduniform cooking.

LG Competition

Bigger TurnTable

LG MWO wider turntable. Enables you to place abigger dish or two dishesat the same time .

Round Cavity

More Usable Space,Easier to cleanSpeed Cooking

Fast Cook

5 PowerLevels

Child Lock

Feature Benefit

At one touch, the MWO

operates at 900 W level at30 sec pulses.

Helps in reheating purposes.

The output Power Levelscan be adjusted at 100%,80%, 60%,40% and 20%according to the food beingcooked

Utilizes optimum power andhelps in saving the powerbeing consumed.

Once the child lock is

pressed, the panel cannotbe tampered with.

Protects the panel from being

tampered by the child.


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Select programmed Indianrecipes. One touchoperation.

One can feed the settingsof the favorite recipesonce.

Indicates the caloriesdepending on the weightand type of food cooked.

Indian AutoCook

Faster and easier cooking ofday today recipes.

DietCook

Enables the monitoring ofcalorie intake.

IntelloCustom

Cook

Helps easier cooking offood cooked everyday.The cavity is round fromthe inside and not squarelike other cavities

CombinationCooking

High RackLow Rack

Combination cooking optionslike M+G or M+C, dependingon the type of food beingcooked.

Adjustable Tray heights withhigh and low tray stands. Better Grilling of food likePizzas etc where the crusthas to be crisp.

Better cooking of the fooddue to the combinationoptions.

AutoBakePreset Programs for baking

Pizza, Baked Vegetables,Cake and Cookies

One touch option for baking.

Just need to enter weights.


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Chapter 6Data Analysis & Interpretation

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Data Analysis & Interpretation

Introduction

The actual fact seen in the process of executing this project was a

social, behavioral, psychographic & economic segmented reason.

The area, under persistent development is really lagging behind in

its social & behavioral potentials. A lay back attitude or perhaps a life not

harnessed by restricted Professionalism has been a curse to bridge such

gap, a venedicta aroused with the psychological variances of people. The

mass may seem to adapt changes, yet the nominal value of their thoughts

& ideologies if given a priority also would be seen that the social statusmay have improvised but the behavioral patterns would not coordinate

with the rest of parameters.

Survey Method

a) Personal Interviewing

The entire project has been divided into five different parts :

Analysis for those who have microwave ovens.

Analysis for those who dont have microwave ovens.

Analysis for those who have used LG brand.

Analysis for the dealers.

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Analysis for those who dont have microwave ovens

Q1. Are you aware of the concept & benefits of Microwave ovens?

OBJECTIVE:

Thorough this question an attempt was made to gauge the awareness

level of Microwave ovens among respondents of different various

categories.

ANALYSIS :

YES NO

85% 17%

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Q2. How did you come to know about Microwave Ovens for the first

time?

OBJECTIVE:

Through this question an attempt was made to find out, which is the most

effective media for crating awareness of Microwave ovens?

ANALYSIS:

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Television. 16%

Friends & Relatives. 23%Exhibitions & MWO Demo. 31%

Newspapers. 30%

Negative. 0%


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It is seen & proved that a visual display procures 16 % in influencing a

brain work in deciding factors. What seems interesting sells exciting

and hence electronic media plays vitally in psycho type in inclining an

individual towards any product.

The 23% friends and relatives concerns to a great extent as they are also

partial percentage of media who disburse & distribute their views.

Nevertheless, a nearest friend on the psychology that he would not

misguide his friend, would also mould the former psychology to be a part

of the same brand as the later.

Exhibitions & newspapers actually also helps in building mental

brainwork in decisions making ability. An exhibition exhilarates a

circumstantial camp that may or may not linger for a long time. Hence,

exhibitions live MWO Demo, under any circumstances play in decision

making factors at initial glance.

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Q3. Which is the criteria for why should you go for a microwave oven?

OBJECTIVE:

By asking this question an attempt was made to find out which is the

most instigating factor, for why should one go for a Microwave Oven.

ANALYSIS:

Time saving. 52%

Healthy method of cooking. 18%

Compact kitchen utility. 9%Energy saving. 9%

Want. 6%

Necessity. 6%

ANALYSIS:

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Health consciousness is the prime time reason why an individual invests

money on anything. Health reasons are as vital as a persons question of

being healthy would mean, he promotes more that on using such of a

brand, and he is still healthy.

But a major percentage (52%) said about time saving as this is a key

factor in todays cat & mice run scenario. Everyone running in todays

world is whip lashed by an invisible demon, and that too, after money.

For that reason, Microwave Oven may have helped them easy cooking &

time saving.

Though a nominal percentage spoke about necessity, the same crowd

spoke about as a status symbol. This means that this percentage is

actually unaware of the true benefits of such products.

A kitchen in concept or energy saving would be talked about only on the

statistics when one owns a product only then he would come to know

about what is important.

Time Saving or Healthy Cooking, I believe both. Any strategy, which

would mould the aforementioned category into one, more than 60%

comes with LG Microwave Ovens.

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Q4. A microwave oven is of more utility to the children category as Well

as for working mothers?

OBJECTIVE:

Through this question an attempt was made to check whether people

think that the need of Microwave oven is only for children category and

working mothers.

ANALYSIS:

Agree 74 %

Disagree. 26 %

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Qs5. If you think of even buying a microwave oven what brand should

you think you buy one?

OBJECTIVE:

Through this question, an attempt was made to check the brand

inclination level, while one decides of purchasing a Microwave oven.

ANALYSIS:

52% spoke of LG, as Brand Pull theory run in full in this brand. As, we

can see that mostly people are interested to buy LGs MWO, not just by

looking into the brand but the USPs and invincible technology used in

LG MWOs ,it can also be seen that because of continuous promotions

and awareness made , modules or any other factors must have made LG

hard core consumer loyalist.

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52%

3%

24%

11%

0%0%0% 5%0% 5%

LG

IFB

SAMSUNG

ELECTROLUX

GODREJ

TCL

KENSTAR

ONIDA

BAJAJ

WHIRLPOOL

IF YOU THINK OF EVEN BUYING A MICROWAVE OVEN WHAT BRAND SHOULD YOU THINK

YOU BUY ONE


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Qs6. Which brand of Microwave oven you currently own?

OBJECTIVE:

Through this question we tried to find out, which brand of Microwaveoven is mostly owned by people. An attempt was also made to check ifthere is any brand pulling while purchasing a microwave oven.

ANALYSIS:

LG 18 Kenstar 1

IFB 0 Onida 3

Samsung 8 Bajaj 0

Electrolux 6 Whirlpool 0

Godrej 0 Others 2

TCL 1

0%

21%

15%

45%

0%

5%0%

8%

0%

3%

3%

LG

IFB

SAMSUNG

ELECTROLUX

GODREJ

TCL

KENSTAR

ONIDA

BAJAJ

WHIRLPOOL

OTHERS

WHICH BRAND OF MICROWAVE OVEN YOU CURRENTLY OWN

c

From the above diagram, it is clearly seen that LG with 45% people

owing its Microwave oven is leading the market and then comes

Samsung 21%, Electrolux with 15 % & others 34% respectively

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Q8. The new models could be made handier on table top on Kitchens?

OBJECTIVE:

Through this question an attempt was made to check, whether people

want certain changes in the model and design of Microwave ovens.

ANALYSIS:

YES 96%

NO 4%

96%

4%

0%

20%

40%

60%

80%

100%

YES NO

96% expects of a fine model , technically perfect & steel body , whichdoes not give the model a posh look , consumers spoke of a fiber coated

body which would seem shock resistant , though steel bodies are also thesame , but even then , a fibre body looks more safe as they seem to be

bad conductors of electricity. Few of them even spoke of an elegantlysleek remake of current models. Expectations rise high in consumermarket , but if a synopsis is taken out of all anticipations perhaps amakeover could be done on such a model and a new launch with a newlook may create an added hype in consumer behavioral policies.

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Q9. Are you satisfied with the after sales service?

OBJECTIVE:

This is to enquire that, whether people are satisfied with the after sales

service provided by their respective Microwave oven manufacturer.

ANALYSIS:

YES 70%

NO 30%

The after sales service is a sector which is not monitored well in most ofthe organizations. Media hype, promotions, advertisements and all othertall claims rendered and a product is sold. But what after the product issold and reached home of that person, who was tapped & motivated so

badly that at one point of time, it was compulsion which made the dealcrack.

No one even bother to call back and ask him whether he is comfortablewith the product. His target is achieved on selling one unit & the storyended here according to the sales department.

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Q10. What is the key reason of buying a microwave oven, if you happen

to buy one?

OBJECTIVE:

Through this question, an attempt was made to see, which is the key

reason, for why should one go for a Microwave Oven.

ANALYSIS:

Economicallyviable

Time feasible Healthconcious

Making an independentfamily in terms of cooking Total

2 10 12 1 25

8% 40% 48% 4% 100%

8%

40%

48%

4%

0%

10%

20%

30%

40%

50%

ECONOMICALLY VIABLE

TIME FEASIBLE

HEALTH CONCIOUS

MAKINGAN INDEPENDENT FAMILY IN TERMS OF COOKING

48% spoke of health consciousness as it would help a person restrict hisdiet & simultaneously pamper his palate in a healthy way.

40% (time feasible) who spoke about feasibility with respect to time

is also one reason who boasts about their stringent work schedule , but itis also observed that these section also likes to be independent at theirkitchen outfit as well as health conscious. The whole mileage is wrappedto that slot who would diversify for buying a Microwave Oven forirrespective reasons , but the goal is one organized life.

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Analysis for the dealers

Qs1. Do you keep stock of LG products? (Yes/No)

ANALYSIS:

YES NO

93% 7%

7% penetrated to the issue of denying as they spoke of poor after sales

services and hence, are scared to keep such products which may bring

irritant customers in the long run.

93% spoke about proud ambassador of the brand and they boast to be

associated with the name.

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Qs2. If Yes, What made you decide to join hands with LG?

OBJECTIVE:

This is to find out, which factors influence the dealers to join hands with

LG.

ANALYSIS:

EASY ACCESSIBILITYTO THE MARKET

BRAND

Better Business Opportunities

5 6 4

31.25 37.5 25

31.25

37.5

25

05

1015

2025

3035

40

EASY

ACCESSIBILITY TOTHE MARKET

BRAND Better Business

Oppurtunities

Series2

73% spoke of Brand and a negligible 27% spoke of Easy accessibility

to the market. This shows that dealers carry Electrolux products because

of its brand image. The brand image of LG is enhanced when it

associated the Green Ion Door Cooling (i.e LG) with it. LG is having

a very strong brand image in Indian market, so it obviously helped LG inbrand making strategy.

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Qs3. Are you satisfied to carry LG products? (If Yes, Why) (If No, Why)

OBJECTIVE:

With this question, an attempt was made to find out, what are the

instigating factors that made dealers to sell LG products.

ANALYSIS :

Pricing Updated productdesign

Promotionalstrategies

Suitableschemes

14 2 5 816 16 16 16

From the above diagram it is seen that, out of 16 dealers interviewed, 14

are happy with pricing and then comes suitable schemes & promotional

strategies updated product design.

14

2

5

8

0

2

4

6

8

10

12

14

PRICING UPDATED

PRODUCT

DESIGN

PROMOTIONAL

STRATEGIES

SUITABLE

SCHEMES

PRICING

UPDATED

PRODUCT DESIGN

PROMOTIONAL

STRATEGIES

SUITABLE

SCHEMES

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Chapter - 7

Findings, Suggestions & Conclusion

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Findings, Suggestions and Conclusion

Findings

A direct analysis proves that a great percentage of people are aware of

microwave ovens but peoples perception about this product is not to

the expectation.

It is found that newspapers & live MWO Demo as a medium of

advertisement, friends &relatives & promotion procures a higher

percentage in influencing a brain work in deciding factors.

It is seen that a higher percentage of people prefer cooking in

microwave ovens as it cooks food in quick span of time (time saving)

and retains the nutritional value of food (healthy method of

cooking).

It is also seen that people from higher income group and in the age

group of 26-40 years (mostly working mother category) prefer

cooking in microwave ovens.

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It is also found that people are still very reluctant to accept modernism

and like to continue with the conventional methodology of cooking.

Among various product category of LG, CTVs, Washing Machines,

Refrigerators and Air Conditioners are more popular among

consumers and dealers.

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Suggestions

Although people are aware of microwave ovens but their perception

level about this product is still not satisfactory. So to improve this

perception level, more live demonstrations of the products must be

arranged.

Company should also take care of the cost, reducing which would

build upward graph of acceptance of product.

It is seen that LG as a brand is popular for its CTVs, Washing

Machines, Refrigerators and then ACs, so LG should spend more to

increase the popularity of its other range of products (i.e. LCDs ,

Front Load Washing Machines, DVDs & MWOs too).

After Sales Service should be improved to a large extent.

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Conclusion

The overall study & observation done, findings & other hypothetical

issues as well reveals a message --- message of development, more

development would energize, more awareness.

More awareness should also promote, more acquaintance with the

product, more acquaintance should lead to more presence of this product.

The word "More ", redefined here equates to mass & proportionate to the

jury, who says that LG as a whole has lit the market & added to the

maturity of mindset that accepts it.

Nevertheless contradictions may occur, and has occurred also.

Coalitions, actually occurs with differentiated ideologies, two different

ideologies fighting to come down to a single conclusion.

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History evades that such conclusions do not occur. But with such

conflicts, erupts newer brain wares, potential thoughts, minds that

credentials updates & thereby a market is reborn, which drapes along

with veils of augmented sales strategies that resulted to a wide product

acceptance. Product presence everywhere whispers tales of product

success. It's just that a mind which do not do different things, but does a

strategy differently.

A good percentage of people accepted the brand & many users accepted

LG Micro Wave Oven.

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42% spoke of likely attitude as they would recommend the brand and a

great % spoke of a satisfied mind of after sales service with 25 %

speaking its negatives.

One thing which could be exclaimed about is that irrespective of such

diversities, many supported the brand "LG "' and also the product

"Microwave Oven ". But its differentiated rating to acceptance would

have a different story to say altogether.

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Annexure

Questionnaires

Bibliography

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QUESTIONNAIRES

Introducing myself as a student of Govt. First Grade College,

Shivamogga, initiating a part of the course curriculum of BBM, I am

executing an analytical research on Awareness and concept of

Microwave Oven and consumer behavior in respect of LG brand. I

would put forth a please to spare a few moments of your precious

schedule in answering some queries pertinent to my analysis. I assure and

further indemnify you of strict confidentiality and the valuable dotes of

yours would be used only for such emphatic academic analyses. I would

express my sincere gratitude for the aid initiated by your good self in

helping me acquiring accomplishment of my allotted research work.

Yours

Manohara .C

Name : __________________________________________

Address: _________________________________________

Contact No:____________________

1. Age group

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Below 25 years

26-40 years

40 years and above

2. Occupation

Private Company

Public company

Govt. company

Business

Others

3. Monthly Income

Rs. 5,000 10,000

Rs 11,000 - 20,000

Rs 21,000 - 30,000

Rs 30,000 above

4. Are you aware of the concept & benefits of Microwave ovens?

Yes No

5. If yes, How did you come to know about microwave oven for the first

time?

Television

Newspaper

Magazine

Friends, peers & relatives

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10. Which brand of Microwave oven you currently own?

LG

SamsungElectrolux

Godrej

Kenstar

Onida

Bajaj

Whirlpool

Others

11. Are you satisfied with the model and design of the Microwave Oven?Yes No

If No, why _________________________________________

12. Are you satisfied with the after sales service?

Yes No

13. What is the key reason of buying a microwave oven, if you happen to

buy one?

Economically viable

Time feasible

Health conscious

Making an independent family in terms of cooking

14. Which product category of LG are you using at present?

Refrigerator

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Air Conditioner

Washing Machine

Micro Wave Oven

15. What is your mode of purchase?

Cash

Installment basis

16. Do you keep stock of LG products?

Yes No

17. If Yes, What made you decide to join hands with LG?

Brand

Easy accessibility to the market

18. If any Suggestions _____________________________________

Date: Signature

Place

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BIBLIOGRAPHY

Marketing Research ---By: Naresh K Malhotra

Marketing Management ---By: Prof. Philip Kotler.

The Economics Times website.

Journal on product information --- Microwave Oven

LGs Website

www.lg.com/in

www.microwave_ovens.com
http://www.lg.com/inhttp://www.lg.com/in

MicroWave Oven LG

Documents

Transcript of MicroWave Oven LG

MICROWAVE OVEN - LG Electronics Manual.pdf · MICROWAVE OVEN INSTALLATION INSTRUCTIONS ... above the microwave as close as possible to the microwave) serving only the microwave. Model

Microwave Oven - Haier

Microwave Oven LG LMAB1240_Service_Manual

OWNER'S MANUAL MICROWAVE OVEN - LG Electronicsgscs-b2c.lge.com/downloadFile?fileId=KROWM000218566.pdfmicrowave oven with wet newspapers, clothes, toys, electric devices, pet or child

Operating Instructions and Cookbook Microwave Oven · Operating Instructions and Cookbook Microwave Oven Model Numbers: ... Thank you for purchasing a Panasonic Microwave Oven. ...

Microwave Combination Oven

30L MICROWAVE OVEN

Lg microwave oven repair center in hyderabad

Microwave Oven SMW945

MICROWAVE OVEN - The Home Depot · PDF fileMICROWAVE OVEN LMVH1711ST ... (LG Electronics U.S.A., Inc.) ... - Do not allow the gray film on special microwave

Microwave Oven Info

MICROWAVE OVEN - LG USAgscs-b2c.lge.com/downloadFile?fileId=KRISM000014666.pdf · – DO NOT try to operate the microwave oven with the door open. – DO NOT tamper with or defeat

MICROWAVE OVEN SERVICE MANUAL - …applianceassistant.com/ServiceManuals/lmvm2055_lg_microwave_ove… · MICROWAVE OVEN SERVICE MANUAL MODEL: LMVM2055SB LMVM2055ST ... MICROWAVE RADIATION

imagine the possibilities Microwave Oven€¦ · your microwave oven for the first time. cleaning yoUr microwave oven The following parts of your microwave oven should be cleaned

The Microwave Oven

MICROWAVE OVEN - LG USA · – DO NOT try to operate the microwave oven with the door open. – DO NOT tamper with or defeat the safety interlocks. – DO NOT place objects between

Commercial Microwave Oven

Drawer Microwave Oven Installation Guide - Datatailmedia.datatail.com/docs/installation/166667_en.pdf · Drawer Microwave Oven Installation Guide. ... Drawer Microwave Oven STANDARD

Awareness & Concept of MicroWave Oven as a Product & Consumer Behavior in respect Of LG As a Brand

MICROWAVE OVEN - Lowes Holidaypdf.lowes.com/useandcareguides/084157995600_use.pdf · heated in a microwave oven carry on getting hotter even though the microwave oven cooking has