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FINAL REPORT
ON
COMPARATIVE MARKET ANALYSIS OF SAMSUNG ELECTRONICS VIS- A- VIS ITS
COMPETITORS
SAMSUNG INDIA ELECTRONICS PVT LTD.
1
R E P O R T O N
COMPARATIVE MARKET ANALYSIS OF SAMSUNG ELECTRONICS
VIS- A- VIS ITS COMPETITORS
A report submitted in partial fulfillment of the requirements of
MBA Program of Jaipuria Institute of Management
2
TABLE OF CONTENTS
Acknowledgement………………………………………………………………………
…4
1. Abstract ……………………………………………………….................. ………5
2. Introduction ………………………………………………………………………..6
a. Overview of the Consumer durable sector………………………………..7-8
b. Company profile……………………………………………………………..9-10
c. Laying the foundation to become a world class company……………11-12
d. Comparative analysis ……………………………………………… ……13-15
e. Consumer perception………………………………………………………..16
4. Objective of Research…………………………………………………………….17-18
a. Research Methodology…………………………………………………..........19
b. Sources of data collection………………………………………………………20
5. Analysis of Dealers Questionnaire on CTV…………………………………….21-27
6. Analysis of Dealers Questionnaire on AC………………………………………28-33
7. Findings from the Consumer Questionnaire……………………………………34-41
8. Analysis of sales Data of Samsung……………………………………………..42-46
9. Findings of the Report………………………………………………….............47-48
10. References ………………………………………………………………………50
11. Proposed Questionnaire………………………………………………………..51-62
12. Conclusion………………………………………………………………………….63
3
ABSTRACT
“All human actions have one of these seven causes: chance, nature,
compulsion, habit, reason, passion and desire”. As a human being the major
cause to take over this project was reason. The reason is to accomplish my task, aim,
and motive of enhancing my knowledge and to know more about the consumer
durable industry. Consumer durables have become inseparable in this era of
modernization and thus influence even the common men’s life. This is one of the
fastest growing industry with an growth of about 8% every year. Invention and the
launch of new technology is the most important tool of this industry. To maintain the
quality of products provided to the customers the companies dealing in the consumer
durable products has to undergo extensive study and research work. This project work
is a small attempt to understand the dealer, retailer as well as the consumer behavior
in regards to the colour television & Air conditioners and to find out the position of
Samsung among its competitors.
This SIP project is being conducted on Consumer durables i.e. CTV & Air conditioner
for (Samsung India Electronics private limited), I am focusing on Comparative Market
and consumer behavior study of consumer durables of Samsung vis-à-vis its
competitors i.e. Sony, LG, Videocon, Haier, Bluestar. In CTV & A.C segment. For
this the Survey was conducted with a set of questionnaire containing the questions
which helped in obtaining the desired information from the dealers & retailers. In the
next segment of study the consumers has be targeted with a set of questionnaire for
the desired information. Till date around 100 dealers And Retailers were approached
in the Chandigarh and its neighboring districts i.e. SAS nagar mohali, zirakpur in
Patiala and Panchkulla in hariyana state. The information was obtained through
questionnaire as well as by the interview method. The copy of questionnaire is being
attached with this report. The method of personnel interview was also adopted for
those who were unwilling to give any information in writing. At present around 50 of
such interviews have been conducted keeping in mind the requirements of the survey
being conducted.
This report also includes the analysis of around 10 year’s sales data. This data with
the help of Le square method is used to predict the future demand as well as the sales
4
Of Samsung.
5
INTRODUCTION
A comparative marketing study of Samsung Electronics vis-à-vis competitor’s (L.G,
Haier, Videocon, Bluestar, Sony ) in the area of Chandigarh and
Surroundings……………
“All progress is born of inquiry. Doubt is often better than overconfidence, for it leads
to inquiry and inquiry leads to investigation” Research inculcates scientific and
inductive thinking and it promotes the development of logical habits of thinking and
organization.
Research is a common parlance refers to a search of knowledge. The advanced
learner’s Dictionary of current English lays down the meaning of research as a careful
investigation or inquiry especially through search for new facts in any branch of
Knowledge
What is comparative Marketing study? In comparative marketing research we take our
competitor’s products and make comparison through consumer with our own
products.
Why Comparative Marketing study? Comparative marketing study/research comprise
one of the most important and fascinating task of marketing. It provides information for
marketing decision making, any problem that are identified and investigated further by
using problem solving techniques with the objective of arriving at solution. The most
important innovation in the new approach is to study simultaneously different
organizational forms of business interest representation. The aim of the study is to
point out the best (in this respect) among the alternatives that are being
studied. The final aim perhaps is not only to find the best, but also to improve it
or similar objects later on.
6
Overview of the Consumer Durable Market
The consumer durable market in India has seen a proliferation of brands and product
categories in recent years.
Most major international brands from Japan, Korea, US, Europe and China have been
launched in India with
varying degrees of success. One of the largest barriers to entry for any brand in India
is the distribution network.
The cost of servicing the network is huge for any brand. The consumer is aware of the
cost-benefit, or value for
Money aspect. Financing options are crucial in case of high-priced products. They
increase the affordability for a
Wider segment of population. Like in any country, the consumer durable industry in
India is largely dominated by colour televisions (CTV), which account for 56% of the
consumer durables industry.
Consumer Durable Market Pie In Financial year
7
Growth of Consumer Durable Market
8
Company Profile
Founded in 1938, Samsung Corporation is one of Korea’s most enduring and
respected corporations, having stood behind the advancement of the national
economy for more than three quarters of a century. At the origin of Samsung Group,
Samsung Corporation was the trading arm of the group, epitomizing its vibrancy and
dynamism in the area of global trade. Its designation in 1975 as Korea’s first-ever
General Trading Company marked a new chapter for its overseas operation, which
since then grew into a scope truly worthy of a global trader. Samsung Corporation’s
entrepreneurship and achievement on the world scene have been a major inspiration
for Korea’s trading community.
In a continuing bid to expand its business area beyond the confines of international
trade, in 1996, Samsung Corporation merged with Samsung Construction, and in
1997, launched into the retail business. Currently, Samsung Corporation is engaged in
two major business areas: trading, construction. The organization consists of two
business groups, with the retail business headquarter under the trading group, and
with the housing development headquarter under the construction group.
The Trading Group, currently operating from its 71 overseas offices, exports
semiconductors, machinery, plants, iron & steel, chemical products and textile; and
imports energy, chemical products and machinery & equipment. In addition to trading,
the Group carries out a variety of other projects including overseas investment, project
organizing services and energy & natural resource development projects.
The Construction Group, a provider of construction and engineering services, is also
9
a plant builder and housing developer. To date, the group has to its credit Malaysia’s
Petronas building, the world’s highest edifice, 452m high, boasting 92 stories
aboveground; New Busan Port; Incheon Int’l Airport; Ulchin Nuclear Power Plant; and
Raemian and Trapalace, the apartment complexes. From energy resources to
housing, each of these projects is a powerful testimony to the group’s technological
excellence. Last year, the group entered into a contract to build the world’s highest
building, Burj Dubai.
Notably, Raemian, one of Samsung’s signature apartment complexes is a remarkable
triumph, hailed as new standard-setting luxury housing. The success of Raemian,
topping the National Customer Satisfaction Index (NCSI) in the apartment category for
eight consecutive years, has driven up our overall market share in housing
development to the top of the scale as well.
The Retail Business is buoyant and thriving with Samsung Plaza Bundang , a multi-
feature shopping center, and Samsung Internet Shopping Mall, familiarly referred to
as “Samsung Mall” as its two main platforms.
10
Laying the foundation to become a World Class
Company
Year 2006
Jan Developed the first-ever speech recognition phone
Developed innovative 8-chip stacking MCP technology
Posted more than $10 billion in net profit
Became the world’s top three companies with the most patents, launched patent-
based management
Feb Released digital slim TV with the narrowest body depth
Released the first notebook PC with embedded terrestrial DMB receiver
Samsung Blueblack phone, SGH-D500, was selected as "The Best Handset" at
3GSM global conference in cannes, France
First commercialization of terrestrial DMB phone in Korea
Developed DDR3 DRAM
Developed the first wrinkle-free steam washer
Mar Developed the first HSDPA terminal for commercialization and ultra-high speed
HSDPA system
Cash payment to more than 15,000 SMEs
Developed 82" TFT-LCD
Developed 7 megapixel camera phone
Apr Became the official sponsor of Chelsea, the renowned English soccer club
May Developed the world’s first OLED for 40" TV
Completed and announced standard dimension for 8 th and 9th generation LCD
Panels
Released the first HD class PDP TV with 10000:1 contrast ratio
Began mass production of 70 nano processed 4 GB NAND flash memory
11
June Accumulated production volume of large LCDs surpassed 100 million units
Began upgrading digital audio business to the world’s top level
Launched a new brand campaign with the theme of "Imagine"
Released the first 5 megapixel, 3x optical zoom camera phone
Began mass production of 90 nano processed 1 GB DDR2 DRAM
July Released the world's first 7 mega pixel camera phone
Aug Released the world's biggest DLP TV
Sep Developed the world's first 50nm 16Gb NAND Flash
Released the world's first Blue-Ray Home AV Center
Oct Blue-black phone (SGH-600) selected as the "Mobile Choice's Phone of Ⅱ
the Year"
Developed the world's first 70nm DRAM
Developed the world's fastest speed graphic DRAM(GDDR4)
Nov Developed the largest Flexible LCD Panel
Dec Received "25 iF Design (Germany) awards"
Handset shipments reached over 100 million
12
Comparative Analysis
A comparative Analysis of Samsung Electronics vis-à-vis competitor’s (LG, Haier,
Videocon, Sony, Bluestar) in Chandigarh
What is comparative Analysis? In comparative Analysis we take our competitor’s
products and make comparison through consumer with our own products. Why
Comparative Analysis? Comparative Analysis comprises one of the most important
tasks of marketing. It provides information for marketing decisions. Problems are
identified and investigated further by using problem solving techniques with the
objective of arriving at solution. The most important innovation in the new approach is
to study simultaneously different organizational forms of business interest
representation. The aim of the study is to point out the best among the Variables that
are being studied.
The study will also include the survey which will be targeting about 100 dealers in the
area of Chandigarh. The main emphasis in the survey will be given on the sales of
Samsung in comparison to its competitors in CTV & AC segment, the consumer
perception about the brand will also be taken into consideration while conducting this
survey.
The analysis of the buying behavior in respect to AC& CTV will be another important
component of my study. Buying behavior of the consumer is a study of how individuals
make decisions to spend their available resources (time, money & effort) on
consumption related items (what they buy, why they buy, where they buy, how often
they buy and use a product or service). The heterogeneity among people across the
world makes understanding consumer buying behavior an intricate and challenging
task. The consumers’ identity, his beliefs, specific needs, attitudes and the kind of
product and brand available in that product category influence his buying behavior.
The marketing efforts of a firm have a profound impact on the buying decisions of
customers. Therefore the attempt of my survey will be to obtain an in- depth
knowledge of the customers buying behavior.
The effect of external variables on purchasing pattern of customer will also be
considered here the external variables refer to all those factors which will be affecting
the consumer purchasing decisions, these can be price of the goods and on its
13
attitude to respond to functional needs. The critical variable under this approach is the
availability of adequate information about purchase alternatives (price, product
functionalities) to support the decisional process.
The external conditioning approach, according to which the purchase decision
is a response to external stimuli. The critical variable under this approach is
which kind of external stimuli can influence purchase decision.
The experience and the social interaction - based approach, according to which
the present consumer decision aims at the construction of personal identity.
Another component of my study will be the analysis of the brand (Samsung) on four
P’s i.e.
• Product
• Pricing
• Promotion
• Placement.
These are the four factors which help an organization to understand the market and
help in taking future decisions relating to the launch & the strengthening of the market
for the brand.
Benefit to company:
1. Display Share Tracking: Display share tracking will help us to find out these
information
It will be used to revealed potential demand of each product.
With the help of display tracking we will find out the highest selling product
and lowest selling product in the market.
It will help in taking decision during the line expansion and line pruning.
2. Consumer perception: This is done with the aim of capturing the true words
and emotions of consumer, and in turn using this information to improve or
developed products or to determine people attitude toward the products.
It will help company to get feedback from consumer.
14
It will prevent the undervaluation of competitor and we can find the
strength and Weakness of our product.
This will help us to stay ahead in competition
It will encourage value creating investment.
It will help in maximizing the consistency of value creation
Measuring performance
It will help us for market share analysis.
So I can say this study is more suitable for Samsung to compete and survive in
lobal market.
15
Consumer perception
As it is well known proverb of marketing that “Consumer is the king” it is mandatory for
any researcher to know the opinion of the consumer regarding the products on which
he is going to conduct the study. This research work will include a consumer
questionnaire on the consumer goods which has been taken as the part of the study
the questionnaire mainly aims at .
Awareness of the consumer about the brand
His decisions whether dependent or independent
Purchase pattern
Brand loyalty level
Current consumer durables in home
What is the impression of consumer about Samsung
This questionnaire will mainly help out in reaching at the actual consumer perception
of the consumers about the brand. This is done with the aim of capturing the true
words and emotions of consumer, and in turn using this information to improve or
developed products or to determine people attitude toward the products.
2.1 It will help company to get feedback from consumer.
2.2 It will prevent the undervaluation of competitor and we can find the
strength and Weakness of our products
2.3 This will help us to stay ahead in competition.
2.4 It will encourage value creating investment.
2.5 It will help in maximizing the consistency of value creation.
2.6. Measuring performance
2.7 It will help us for market share analysis.
So I can interpret, this study is more suitable for Samsung to compete and survive
in global market.
16
OBJECTIVE
The major objective of the study is to analyze the position of Samsung Vis-à-Vis its
competitors and to identify weak areas and provide recommendations for the sales.
The consumer durable market has grown considerably in last few years in India. With
the growth, the level of competition has grown as well. Literally every day companies
come up with new attractive offers to grab the better share of the market. The
challenge is not only to get the new customer but also to continue with the existing
customers.
The objective of doing the project is to:
-Identify the Dealer and Consumer perception about the Samsung products with
respect to its competitors in CTV & AC segment.
- To suggest some differentiating strategies to stay ahead in competition in CTV& AC
segment.
- To identify the factor affecting the four Ps i.e.
Product
Pricing
Promotion
Placement.
Example:
What are the parameters on which consumer makes his purchase decision?
Parameters Rank
O Price ……….
O Packaging ……….
O Product Features ………..
O Brand Name ……….
17
O Product Quality ……….
O Product Design ……….
SCOPE OF STUDY:
1. Impact of consumer durables (being taken in to the study) on the
consumers, retailers, dealers.
2. Comparison of Samsung with other competitors.
METHODS OF COLLECTING DATA AND THEIR SOURCES:
Secondary Data:
The secondary data for the project is collected from websites. The other data was
collected from the offer document and informal discussion with company members.
References are also taken from search engines.
Primary Data
The primary data is collected by interviewing the concerned persons.
Dealers Questionnaire, Consumer Questionnaire is prepared to collect the data
and this data will be analyzed for studying the position of Samsung in comparison to
that of its competitors i.e. Sony .L.G. Haier, Videocon, Bluestar,
18
Research Methodology
“Research is the systematic design, collection, analysis and reporting of data and
findings relevant to a specific situation or problem”. The objective of this section is to
describe the research procedure and methods that have been adopted for the
achievement of the project objectives.
a. Research Design: Exploratory research study
A research design is the arrangement of conditions for collection and analysis of data
in a manner that aims to combine relevance to the research purpose with economy in
procedure. My research is comparative in nature.
b. Method of Data collection: In order to study the consumer perception regarding
the uses of Samsung Products with respect to other companies in Chandigarh both
primary and secondary data will be collected.
The study proposed to collect Primary data through questionnaire using
survey method. So as to give a precise, accurate, realistic and relevant data.
The secondary data as it has always been important for the completion of
any report provides a reliable, suitable, equate and specific knowledge. The
data will collect from various magazines, fact sheets newspapers and
websites published by the company.
c. Sampling Technique: The study proposed to use convenience sampling.
d. Sample Area: In order to make a comparative analysis study the consumer
perception as well as dealer & retailers perception of Samsung products with respect
to its competitor, the data for the study has been collected through a survey of
Dealers/Retailers of Chandigarh and surroundings.
19
Sources of Data
The nature of the data that has been used in the project under study is both primary
and secondary in nature.
Primary data
Questionnaire, personal meetings, interview method with the concerned persons will
be used to collect the primary data.
Secondary data
Offer documents, fact sheets, news papers, magazines published from time to time
and Internet, Company sources.
20
ANALYSIS OF THE DEALERS QUESTIONNAIRE
FOR (CTV)
For this purpose I conducted a survey with the sample size of 100. This sample
includes the dealers and the retailers in the area of Chandigarh and
surroundings. The questionnaire having 16 questions was prepared to obtain
the desired information and the method of personnel interview was also
adopted for those dealers who were not interested in filling the questionnaire
and the data got is then analyzed and following are the results for the same.
The starting of my questionnaire with the question 1.Which of the following
brands of CTV, you are dealing in? This question mainly gives the idea that how
many dealers and the retailers are dealing in single and multiple brands Fig 1.0
shows that out of 100 dealers and retailers who were part of survey in Chandigarh
and surroundings where 38 were dealing in the single brand only and the others
were dealing in multiple brands.
singleBrand
multiple Brand
Dealers Ratio
Single brand 38%
Multiple brand 62%
Fig 1.0
3. How many models do you display for each brand? Mainly the 15, 21, 29, LCD & PLASMA were considered for the brands Samsung, Sony, LG, Haier, Videocon and the major dealers and the retailers were interested in keeping the brand most sold. The fig 1.2 shows that out of the total survey the proportion.
21
15 Inch
21Inch
29 Inch
LCD
PLASMA
Average Proportion of Display at each Store
14%
54%
5%7%
20%
Fig 1.1
This question also bought up an idea that lower end markets have more proportion
of 15, 21 inch display as compared to that of high end market.
3. Which are the two highest selling models of each company in CTV & their prices?The models that were sold more in comparison to others for the same brand in the CTV segment are as follows.
The highest selling Models
Samsung 21inch Plano- z30 , Z43
LG 21inch Flatron -21FD 2RG- TX, 21FC8RG-AX
Haier 21inch Platron- 21F2A, 21F9D
Videocon 21inch Challenger-
Sony 21inch KVHM213 M80, KVFA 21M 83
4. To what extents, following brands of CTV are preferred by customers?This question was mainly asked to have an overview of how the customer responds to a particular brand and the results are shown in the fig 1.2
22
0%
5%
10%
15%
20%
25%
30%
35%
40%
Samsung Sony LG Videocon Haier
Customer brand prefrence in 21 inch
Fig 1.2
Average demand for the brand has been also estimated with the findings of the
same question.
Samsung
Sony
LG
Videocon
Haier
26%
32%22%
12%8%
Customer Prefrence for Brand
Fig 1.3
5. What is the price band for which the customer looks for while making purchase decision? With this question the major objective of my survey was accomplished it reveals what the consumer need in the particular segment as shown in the table below.
23
Segment Brand Price range
15 inch Videocon 5000
21inch Samsung/LG 9000
29inch Sony/Samsung 15000
LCD Samsung 40000
PLASMA Samsung/LG 55000
7. What is the expected percentage of customers who are willing to pay? With the survey and then the analysis of the data concludes that in the high end markets like of Sector 22, 24, 34, 17, the ratio of premium an low end customers was 60: 40 as shown in Fig1.4
Premium Customer 60%
low-end Customer 40%
Proportion of customerss in high end markets
Fig 1.4
While in the lower end markets like Naya gaon, Daddu majara, Baltana, Badial &
Manimajara the proportion of Premium and low end customer is of the ratio 20:80.
As shown in the fig 1.5.
24
Proportion of customers in Low-end markets
Premium Customers 20%
Low-end Customers 80%
Fig 1.5
Q9 what is the annual estimated sales of CTV? After taking out the average of
the low-end and premium markets the results obtained are that the average annual
sales of the premium end market that comprises of 43 dealers and retailers was
as under
Brand Name Annual average estimated salesSamsung 6192 pieces p.a
Sony 5676pieces p.a
L.G 6708pieces p.a
Videocon 2580pieces p.a
Haier 1032pices p.a
Q10. At which visit, customer generally finalize his/her decision for buying a CTV?
This mainly gives an overview of how customers make their purchase decision when they enter in to show room. The results of this analysis are shown in the fig 1.6
25
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
1 2 3 Any other
Customer Decision Index
Visit to Show room
Fig 1.6
Q12. When customers mostly visit showroom for buying CTV? Question 11& 12 mainly help in predicting that which offer attracts the customer
the most and the results obtained after the analysis work are shown in the fig 1.8
0%
10%
20%
30%
40%
50%
60%
70%
Discount offer exchange offer new features Any other
Customer Visit Index
Fig 1.8
Q13. What is the most acceptable size in CTV now days? The question mainly emphasized on bringing out the most acceptable size of
CTV in each segment and thus the results obtained are shown as under.
Segment SizeCTV 21LCD 31
26
PLASMA 42Q14. Below are different modes of promotion. Please rank following modes
from 1 to 7, on the basis of their influence on customer.(Rank1=high, Rank 7 = low)
The major modes of promotion that influenced the customers was audio visual
mode that comprises of 59% print media occupying 24% and other modes
influenced them 17% this is shown in fig 1.9
Influencial modes of promotion
Audio visual 59%
Print media 24%
Other Media 17%
Fig 1.9
The other two questionnaires were generally ignored by the retailers as they tried
to be loyal to the brands in which they were dealing.
27
ANALYSIS OF THE DEALERS QUESTIONNAIRE
FOR (AC)
For this purpose I conducted a survey with the sample size of 100. This sample
includes the dealers and the retailers in the area of Chandigarh and
surroundings. The questionnaire having 16 questions was prepared to obtain
the desired information and the method of personnel interview was also
adopted for those dealers who were not interested in filling the questionnaire
and the data got is then analyzed and following are the results for the same.
The questionnaire with the question 1.Which of the following brands of AC, you
are dealing in? This question brought the fact that how many dealers and retailers
are dealing single and multiple brands of air conditioners this shown in the fig: 1.10
single Brand
multiple brand
Multiple brand 32%
Single brand 68%
Dealer Ratio
Fig 1.10
Q2 How many models do you display for each brand?
In this question mainly the 1.0 ton, 1.5 ton and 2 ton capacity of both window split air
conditioner category were considered and the models displayed at each counter on an average
are as under:
Capacity
Samsung
LG
w/s
Bluestar
Videocon
Haier
w/s
28
w/s w/s w/s
1 Ton 2/1 2/1 2/1 1/1 1/0
1.5 Ton 3/2 3/1 2/2 1/1 1/1
2.0 Ton 1/1 1/1 1/0 1/0 .5/0
Q3 which are the two highest selling models of each company in AC & their
prices?
Each brand has its unique image for its product thus the highest selling models for each brand also vary according to the quality features as well as demand for the products the highest selling model for the each brand are as follows
Brand ModelSamsung 18QBLG W18G2Videocon SB1608Bluestar WAM181YBHaier HW12DX
Q4.To what extents, following brands of AC are preferred by customers?
The major brands preferred by the customers according to the options given are as follows
0%
5%
10%
15%
20%
25%
30%
35%
Samsung LG Videocon Bluestar Haier
Brand Prefrence by customers
Fig 2.1
29
Brand Name
Q5. What is the price band for which the customer looks for while making
purchase decision?
This question mainly brought out the conclusion of which price brand generally the customer
looks for when he makes his purchase decision this is explained as under.
Segment Price Band
1.0 Ton 11000
1.5 Ton 16000
2.0 Ton 20000
Q7 what is the expected percentage of customers who are willing to pay.
Premium, or has the Low-end customers the analysis of the data reveals that the
proportion of premium customers is around 78% as compared to that of low-end
customers that comprise of only 22% .
Premium Customers 78%
Low-end customers 22%
Proportion of Premium & Low-end Customers in Market
Fig 2.2
Q8 what is the annual estimated sales of AC? After taking out the average of
the low-end and premium markets the results obtained are that the average annual
sales of the premium end market that comprises of 50 dealers and retailers was
as under this analysis work constitute the limited sample size and thus may no
predict the correct figures. the word season means the month of March, April,
May, June.
30
Brand Name Annual average estimated salesSamsung 24000 pieces per season
LG 27000pieces per season
Bluestar 25200pieces per season.
Videocon 15000pieces per season.
Haier 7800pieces per season.
Q9. Please rank each of the following features from 1 to 5 on the basis of
their importance to customers
This question after being analyzed brought out the conclusion that out of the total
sample size people who gave their 1st preference to brand name were around 42%
and who went for Features were 22% and people who gave their 1st Preference to
price were 28% dealers communication & Design constituted respectively for 2% &
6%. This can easily be understood by the fig 2.3.
Brand Name
Features
Price
Dealers Communication
Design
42%
22%
28%
2%6%
Customer Prefrence Index
Fig 2.3
Q10. At which visit, customer generally finalize his/her decision for buying AC?
This mainly gives an overview of how customers make their purchase decision when
they enter in to show room. The results of this analysis are shown in the fig 2.4
31
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1 2 Any other
Series1
Visit to Showroom
Consumer Decision Index
Fig 2.4
Q12. When customers mostly visit showroom for buying AC? Question 11& 12 mainly help in predicting that which Promotional Techniques
attracts customer the most and the results obtained after the analysis work are shown in the fig 2.5
0%
10%
20%
30%
40%
50%
60%
Discount offer exchange offer Guift options Any other
Customer Visit Index
Fig 2.5
Q14. Below are different modes of promotion. Please rank following modes
from 1 to 7, on the basis of their influence on customer.
The major modes of promotion that influence the customer were audiovisual 64%,
Print media 28%, Tradeshows 8%.
32
0%
10%
20%
30%
40%
50%
60%
70%
Audiovisual Print Media Tradeshows
Series1
Promotional Technique Index
Fig 2.6
Q16. Which Brand you Recommend and why?
As this was the last question the importance of this question was much more as
people tried to ignore it but the information obtained from the analysis of this question
are shown in the fig 2.7
0%
5%
10%
15%
20%
25%
30%
35%
40%
Samsung LG Bluestar Videocon Haier
Dealers Recommendation for the Brand
Fig 2.7
33
FINDINGS FROM THE CONSUMER
QUESTIONNAIRE
For this purpose I conducted a survey with the sample size of 100. This sample
includes Businessman, Government employees, Private Employees and
Housewives. This includes a questionnaire having 10 questions and the data
got is then analyzed and following are the results for the same.
1) The first question is ‘which of the following Brands deal in consumer
durables? ’ And as shown in the fig 1.1, the response was 100% positive
consumer durables
1
100%
Fig 1.1
2) Second question is ‘How do you make your purchase decisions?’
Fig 1.2 interprets the result that 84% of the consumer makes their purchase
decisions with the help of one or the other aided media. But at the same time
around 16% go for unaided purchase decisions.
34
aided
unaided84% aided
16%
Purchase decision
Fig 1.2
3) ‘Which purchase pattern is followed at your place?
This question tells about how many people really take the help of there near
and dear ones while making the purchase decision and also helps the
marketers to target the appropriate segment. The result shows that 78% of the
consumers take the help of their family and around 22% of the consumers go
for the individual decision while making the purchase decision. As shown in fig
1.3
Individual
family78%
Purchase pattern of consumers
22%
Fig 1.3
4) On which of the following parameters you make your purchase decision? (Rank them according to your preference) a) Price b) product c) Quality d) Brand name e) Packaging f) Features
35
It tells about how many people out of the 100 consumers give more preference
to the above mentioned options. The result shows that 46% of the consumers
give their 1st preference to price, 6% to product,22% to quality,24% to brand
name, 0% to packaging,2% to Features the graphical representation in fig 1.4,
1.5, 1.6, 1.7, 1.8, 1.9. Explains it more clearly
. Parameters for purchase decision
Rating Price Product Quality Brand name Packaging features1 46 6 22 24 0 22 22 10 14 44 1 93 18 16 38 10 2 164 10 8 20 14 1 475 0 58 4 6 6 266 4 2 2 2 90 0
Price
0
10
20
30
40
50
1 2 3 4 5 6 7
Price
Rating
Fig 1.4
36
Product
0
20
40
60
80
1 2 3 4 5 6 7
Product
Rating
Fig 1.5
Packaging
0
20
40
60
80
100
1 2 3 4 5 6
Packaging
Rating
Fig 1.6
Fig 1.7
37
Quality
05
10152025303540
1 2 3 4 5 6
Quality
Rating
Brand name
0
10
20
30
40
50
1 2 3 4 5 6 7
Brand name
Rating
Fig 1.8
features
0
10
20
30
40
50
1 2 3 4 5 6
features
Rating
Fig 1.9
5) Which Brands of consumer durables you have been using before?
6) Which consumer durables you posses at your home presently?’
7) Do you feel like shifting to some other brand or you are fully satisfied with the
present one?
These three questions mainly bring out the picture how the consumers follow
the trends in the industry these questions mainly emphasize on the consumer
loyalty level. Out of around 100 consumers 42% continued with the same
38
brand, 36% shifted to some other brand and around 22% were planning to shift
to some other brand. fig shows the same in more appropriate manner. The
overall analysis shows that only 42 % of the consumers are brand loyal while
58% of the consumers have the tendency of shifting to some other brand.
Consumer loyalty level
05
1015202530354045
continuing withsame brand
Shifted to someother brand
Planning to shift
Trend in consumer durable industry
Fig 1.10
8). Please rate the following brands of CTV on the scale of 1 to 5?
This question is for those consumers who are well aware of the existing brands
and have sufficient knowledge regarding each brand the consumers were
asked to rate the given brands on the scale of 1to 5 on the basis of their opinion
for Quality, features, Design, Screen resolution and efficiency. The results
obtained for the quality rating for CTV for Sony, Samsung, LG, Haier, and
Videocon. Are shown in the fig 2.0 where 32% of the consumers have rated 5
Sony on the contrary Samsung emerged as the leader in this segment with
48% of the consumers rating it on the scale of 5..
39
0
10
20
30
40
50
60
Sony Samsung Haier Videocon LG
Quality Rating
Consumer Rating Chart for CTV
Fig 2.0
Q9. Please rate the following brand of AC on the scale of 1 to 5? Where 1 mean poor service and 5 mean excellent service this question also tested the knowledge of consumers who are well aware of
the existing brands of AC and have sufficient knowledge regarding each brand
the consumers were asked to rate the given brands on the scale of 1to 5 on the
basis of their opinion for Quality, features, Design, Cooling effect and efficiency.
The results obtained for the quality rating for AC Segment for Bluestar,
Samsung, LG, Haier, and Videocon. Are shown in the fig 2.1 where 42% of the
consumers have rated 5 LG on the contrary Samsung emerged as the leader in
this segment with 46% of the consumers rating it maximum on the scale of 5.
Followed by the other brands.
40
0
5
10
15
20
25
30
35
40
45
50
Samsung LG Vediocon Haier Bluestar
Quality rating
Consumer Rating Chart for AC
Fig 2.1
10) How far you are aware about Samsung Products& what is its impression in Your mind?
• As shown in fig 2.2, in Chandigarh and Surroundings Samsung enjoys an
awareness of over 95% and a positive opinion of around 80% in the area today.
Awareness among people 95%
Positive openion among people
80%
Consumer Awareness and Openion chart
Fig 2.2
41
ANALYSIS OF SALES DATA
The sales date collected from the sources has been used to predict the future
Samsung India private limited by using the Least Squares Method
Explanation of the Method
This method is widely used in Practice. It is a mathematical method and with its help
trend line is fitted to the Data in such a manner that the following two conditions are
satisfied
(1) ∑(Y-Yc)=0
I.e. the sum of actual deviations of the actual values of Y and the computed values
Y is Zero
(2) ∑ (Y-Yc)2 is least
I.e. the sum of the squares of the deviations of the actual and computed values is
least from this line and hence the name method of least squares. The line obtained
by this method is known “as the line of best fit “
The method of least squares may be used either to fit a straight line trend or a
parabolic trend.
The straight line trend is represented by the equation
Yc= a+bX
Where:
Y0 = is used to designate the trend Values to distinguish them from the actual
Values of Y.
a is the y intercept or the computed trend figure of the Y variable when X = 0
42
b represents the slope of the trend line or amount of change in Y variable
that is associated with a change of one unit in X variable. The X variable in the
time series analysis represents time.
Least Squares trend Method
Fitting of straight line trend by the method of least squares
Year Sales Deviation From2001 XY X2 (Y) (X) 0.5
1997 13094724 -4.5 -58926258 20.251998 16639749 -3.5 -58239122 12.251999 22810293 -2.5 -57025733 6.252000 27230939 -1.5 -40846409 2.252001 24419589 -0.5 -12209795 0.252002 30518256 0.5 15259128 0.252003 42321852 1.5 63482778 2.252004 50911164 2.5 127277910 6.252005 61848945 3.5 216471308 12.252006 63479833 4.5 285659249 20.25
∑y= 353275344 ∑X = 0 ∑XY= 480903057 ∑X2 = 82.5
The equation of the straight line trend is
a =∑Y/ N
= 35 3275344/10
= 35327534.4
b= ∑XY/ ∑X2
= 480903057/82.5
=5829127.96
Y= 35327534.4 + 5829127.96 X
For 2007 X will be 5.5
43
: 35327534.4 + 5829127.96 (5.5)
= 35327534.4 + 32060203.79
= 67387738.19 $
Thus the estimated earnings for the year 2007 are $67387738.19
44
CORRELATION ANALYSIS
Analysis of the Brands Popularity on the basis of their
Ranks
Correlation analysis is a statistical technique used to measure the magnitude of linear
relationship between two variables Correlation analysis cannot be used in isolation to
describe the relationship between the variables. It can be used along with regression
analysis to determine the nature of the relationship between two variables.
The two frequently used correlation coefficients are:
The Pearson product moment correlation coefficient
Charles Spearman’s rank correlation
Analysis by the Charles Spearman’s rank correlation Method
Brand Name
Sales in Pieces Quality Design Features
After sales Services Price
Samsung 2nd 6192 2 3 4 5 1
LG 3rd 5676 1 4 3 5 2
Sony 1st 6708 2 3 5 4 1
Videocon 4th 2580 1 4 4 5 2
Haier 5th 1032 1 3 3 4 2
Explanation:
It is the technique of determining the degree of correlation between two
variables incase of ordinal data where ranks are given to the different values of
the Variables. The main objective of this coefficient is to determine the extent to
45
which the two set of ranking are similar or dissimilar. This coefficient is
determined as under.
The Charles Spearman’s rank correlation Formula:
r =1-[ 6∑d 2] Eque 4.2
Solution:
Quality measure
Brand Name Ranks Quality d d2
Samsung 2 2 0 0
LG 3 1 2 4
Sony 1 2 -1 1
Videocon 4 1 3 9
Haier 5 1 4 16
n=5 ∑d2 30
Substituting the values in Equ. 4.2
= 6x30
= - 0.5Answer
This indicates that there is a Negative correlation between Quality and Sales ranking
i.e. when the quality of the product improves the Sales ranking volume for the brands
Fall down.
46
1- 2
5(25-4)
s in(n2-1)
1- 2
Design measures
Brand Name Ranks Design d d2
Samsung 2 3 -1 1
LG 3 4 -1 1
Sony 1 3 -2 4
Videocon 4 4 0 0
Haier 5 3 2 4
n=5 ∑d2 10
Substituting the values in the Equ 4.2
= 6x10
= -0.50 Answer
This indicates that there is a Positive correlation between Design and Sales ranking
i.e. when the design of the product improves the Sales ranking for the brands also
increases.
Price measures
Brand Name Ranks Price d d2
Samsung 2 1 1 1
LG 3 2 1 1
Sony 1 1 0 0
Videocon 4 2 2 4
Haier 5 2 3 9
n=5 ∑d2 =15
47
5x241- 2
Substituting the values in the Eque 4.2
= 6x15
= 0.25 Answer
This indicates that there is a Positive correlation between Price and Sales ranking i.e.
when the Price raises the Sales ranking for the brands also rises for the product
Features measure
Brand Name Ranks Features d d2
Samsung 2 4 -2 4
LG 3 3 0 0
Sony 1 5 -4 16
Videocon 4 4 0 0
Haier 5 3 2 4
n=5 ∑d2 =24
Substituting the values in the Equ 4.2
= 6x24
= -0.20 Answer
This indicates that there is a negative correlation between Features and Sales ranking
i.e. when the Features of the product improve the Sales ranking for the brands fall
down.
48
1- 2
5x24 2
1- 2 5x24 2
After Sales Service measure
Brand Name Ranks
After sales service d d2
Samsung 2 5 -3 9
LG 3 5 -2 4
Sony 1 4 -3 9
Videocon 4 5 -1 1
Haier 5 4 1 1
n=5 ∑d2 =24
Substituting the values in the Equ 4.2
= 6x24
= -0.20 Answer
This indicates that there is a negative correlation between after sales services and
Sales ranking i.e. when the Features of the product improve the rank for the brands
fall down.
Thus it can be concluded from the above observation that only the price and the
Design affect the ranks of the given brands in the positive manner and rest
three variables have the negative effect on the ranks of the brands which has
been considered on their sales basis.
49
1- 2 5x24 2
FINDINGS
Primary data collected through questionnaire, Personnel Interviews regarding the
Samsung and its competitors i.e. Sony, L.G, Videocon, Haier, bluestar And the
Analysis of the data using Research Methodology Reflects the following.
1. Consumer Durables play a major role in the life of each individual.
2. The dealers are the inseparable pillar between the company and the ultimate
consumer.
3. Retailers can sell any thing to the consumers if rewarded with appropriate
incentives.
4. Dealers are happy keeping the single brand.
5. Retailer like keeping variety brand so as no let the consumer leave the counter
until he affect sales.
6. The retailers of remote areas of Chandigarh i.e.Naya gaon, Daddomajara,
baltana, Badial & Manimajara have different perception about Different
segments ofCTV&A.C.
7. Retailers like to stock the most sellable models of the company rather than the
display models being promoted by the company.
8. The dealers in Sector 22, 24, 34, 17. Like targeting high profile people.
9. The markets of Naya gaon, Daddomajara, baltana, Badial & Manimajara are
the low end markets.
50
10.The percentage of premium end customers in Sector 22, 24, 34, 17, 18 is
around 90% as compared to of 30% in Naya gaon, Daddomajara, baltana,
Badial & Manimajara.
11.Low end markets of Chandigarh have very less market for 1.5 & 2 ton Air
conditioners.
12.The retailers in Manimajara are in a better position to tackle consumers as
compare to that of other remote areas.
13.Dealer disclosed the fact that approx 85 percent customer come with Prior
knowledge of product price, features, discount offer, exchange offer only 15
percent are unknown customer.
14. In CTV segment 38 percent dealer recommend the Samsung brand, 32 percent
dealer recommend LG, 18 percent recommend Videocon and 12 percent
recommend the Haier.
15.AC segment: In AC segment LG got the highest recommendation 32 percent,
Samsung got 31 percent, Haier got 17 percent and Videocon got the 20
percent recommendation.
16.The analysis of the sales data reflects that the sale of Samsung is increasing
year after year in comparison to its competitors.
17.The ranking of the brands have the positive relation with design, price and
others have the negative correlation.
51
LIMITATIONS OF THE STUDY
The Data collected from the Dealer might not be very accurate to obtain the
desired information.
The sample size taken is small to make a universal statement.
The final conclusion can be also affected by some of the extraneous variables.
Though the study represents the position of Samsung in Chandigarh. Due to
small sample size, the finding may not be a true representative and it cannot be
generalized.
Biasness of the respondent.
Lack of sufficient information
Lack of the instruments to find out the reasonable outcome
Difficulty in gathering the reasonable data It’s all about the future predictions and future is unsuitable
52
REFERENCES
Marketing Management: by Philip Kotler
C.R Kothari “Research Methodology” Methods And Techniques.
Hair/ Bush/ Ortinau (2006). “Marketing Research”
Naresh K. Malhotra (2006), “Marketing Research- An Applied Oriented”
ICFAI Journal of Marketing Management, The ICFAI University Press, Vol.V,
No.1, February 2007
ICFAI Journal of Marketing Research, the ICFAI University Press, No. 2,
February 2007.
www.Samsung.com
www.sony.com
www.haier.com
www.lgindia.com
www.videocon.com
www.bluestar.com
http://edweb.sdsu.edu/triton/SDBiarritz/Rubric.html
www.winebusiness,com
http://www.researchandmarkets.com/reports/53984/
www.marketingpower.com
53
Questionnaire on CTV
PURPOSE OF STUDY
I am an MBA student of ICFAI Business School presently pursuing my Management
Research Project.
Information in the questionnaire will be:
Used for academic purposes only
Kept strictly confidential
Q1. Which of the following brands of CTV, you are dealing in? (Please Tick)
a) LG b) Samsung
c) Videocon d) Sony
f) Haier g) Any Other (Please Specify) ________
Q2 How many models do you display for each brand?
15
Samsung LG Haier Sony Videocon
21
29
LCD
PLASMA
Q3 which are the two highest selling models of each company in CTV & their
prices?
Samsung -…………………………………………………………
LG…… -…………………………………………………………
Haier… -…………………………………………………………
Videocon-…………………………………………………………
Any other-…………………………………………………………
54
Q4. To what extents, following brands of CTV are preferred by customers?
(Mark the appropriate preference level by ticking against respective brand)
Brands Very High High Low Very Low Nil
LG
Samsung
Hiear
Videocon
Sony
Q5 what is the price band for which the customer looks for while making
purchase decision?
Segment Brand Price
15 ………… …………
21 ………… …………
29 ………… …………
LCD ………... …………
Plasma ………… …………
Q6 is customer ready to pay premium for additional features?
…………………………………………………………………………..
Q7 what is the expected percentage of customers who are willing to pay
Premium ……………. Low-end …………..
Q8. What are the parameters on which consumer makes his purchase
decision?
Parameters Rank
o Price ……..
o Packaging .…….
o Product Features …….
o Brand Name …….
o Product Quality …….
55
o Product Design . ……
Q9 what is the annual estimated sales of CTV?
Brand Amount
o Samsung …………..
o L.G …………..
o Videocon .………….
o Sony .………….
o Haier …………..
Q10. At which visit, customer generally finalize his/her decision for buying a
CTV?
a) At Fist Visit c) At Third Visit
b) At Second Visit d) Any Other (Please Specify) _____
Q11. Does customer come with prior knowledge/information about particulars
brands of CTV?
a) Yes b) No If yes, what types of information/knowledge, they have?
a) About Discount Offer.
b) About Exchange Offer.
c) About New Features. d) Any Other (Please Specify) ___________________________
Q12. When customers mostly visit showroom for buying CTV?
a) During Exchange Offer c) During discount Offer
b) During Gift Option Offer d) Any Other (Please Specify)_________
56
Q13. What is the most acceptable size in CTV now days?
a) 14inch b) 21inch 29 inch
LCD 26 PLASMA 42
32 50
40
46
52 d) Any Other (Please Specify) ___________________________
Q14. Below are different modes of promotion. Please rank following modes
from 1 to 7, on the basis of their influence on customer.
(Rank1 = high, Rank 7 = low)
a) Television ________ e) Radio ________
b) Newspapers ________ f) Magazines ________
c) Pamphlets ________ g) Internet ________
d) Trade Shows ________
Q15. What different complaints are faced by you from your
customer?
(Mark √ to appropriate one)
Brand
Complaints
LG Samsung Haier Videocon Sony
Bad Picture
quality
Problem with
Picture tube
High Electricity
Consumption
Fading of Colour
Q16. Which Brand you Recommend and why?
………………………………………………………………………………………………
57
PERSONAL PROFILE
Dealer’s Name: ____________________________
Address: ____________________________
Ph. No.:- ____________________________
Date: Sign/
Stamp
58
Questionnaire on A.C
PURPOSE OF STUDY
I am an MBA student of ICFAI Business School presently pursuing my Management
Research Project.
Information in the questionnaire will be:
Used for academic purposes only
Kept strictly confidential
Q1.Which of the following brands of AC, you are dealing in? (Please Tick)
b) LG d) Samsung
e) Videocon c) Blue star
f) Haier f) Any Other (Please Specify) ________
Q2 How many models do you display for each brand?
Capacity Samsung
W/S
LG
W/S
Haier
W/S
Bluestar
W/S
Videocon
W/S
1.0Ton
1.5Ton
2.0Ton
Q3 which are the two highest selling models of each company in AC & their
prices?
Samsung -…………………………………………………………
LG…… -…………………………………………………………
Haier… -…………………………………………………………
Videocon-…………………………………………………………
Any other-…………………………………………………………
Q4.To what extents, following brands of AC are preferred by customers?
(Mark the appropriate preference level by ticking against respective brand)
59
Brands Very High High Low Very Low Nil
LG
Samsung
Hiear
Videocon
BlueStar
Q5. What is the price band for which the customer looks for while making
purchase decision?
Segment Brand Price/W
Price/S
1.0 Ton ……………… …………
…………
1.5 Ton ……………….. …………
…………
2.0 Ton ……………….. …………
…………
Q6. is customer ready to pay premium for additional features?
…………………………………………………………………………..
Q7 what is the expected percentage of customers who are willing to pay
Premium ……………. Low-end …………..
Q8 what is the annual estimated sales of AC?
Brand Amount
o Samsung …………..
o L.G …………..
o Videocon .………….
o BlueStar .………….
o Haier …………..
Q9. Please rank each of the following features from 1 to 5 on the basis of their
importance to customers.
Rank 1= the most importance feature
60
Rank 5=the least important feature
Feature Rank Order
a) Price _________
b) Design _________
c) Features _________
d) Dealers Communication _________
f) Brand Name _________
Q10. At which visit, customer generally finalize his/her decision for buying a
AC?
b) At Fist Visit c) At Third Visit
b) At Second Visit d) Any Other (Please Specify) _____
Q11. Does customer come with prior knowledge/information about particulars
brands of AC?
b) Yes b) No
If yes, what types of information/knowledge, they have?
e) About Discount Offer.
f) About Exchange Offer.
g) About New Features. h) Any Other (Please Specify) ___________________________
Q12. When customers mostly visit showroom for buying AC?
b) During Exchange Offer c) During discount Offer
b) During Gift Option Offer d) Any Other (Please Specify
)_________
61
Q13. What is the most acceptable size in AC now days?
b) 1Tone b) 1.5Tone c) 2 Tone
d) Any Other (Please Specify) ___________________________
Q14. Below are different modes of promotion. Please rank following modes
from 1 to 7, on the basis of their influence on customer.
(Rank1 = high, Rank 7 = low)
e) Television ________ e) Radio ________
f) Newspapers ________ f) Magazines ________
g) Pamphlets ________ g) Internet ________
h) Trade Shows ________
Q15. What different complaints are faced by you from your customer?
(Mark √ to appropriate one)
Brand
Complaints
LG Samsung Haier Videocon Blue Star
Bad cooling quality
Problem with Noise
High Electricity
Consumption
Cost of
Maintenance
Q16. Which Brand you Recommend and why?
………………………………………………………………………………………………
PERSONAL PROFILE
Dealer’s Name: ____________________________
62
Address: ____________________________
_____________________________
Ph. No.:- ____________________________
Date:
Sign/ Stamp
QUESTIONNAIRE FOR CONSUMER
63
PURPOSE OF STUDY
I am an MBA student of ICFAI Business School, presently pursuing my Management Research Project.
Information in the questionnaire will be: Used for academic purposes only Kept strictly confidential
Q1. Which of the following deal in consumer Durables? a) Samsung b) Sony c) L.G d) Haier
e) Videocon f) Bluestar g) Bajaj h) Hero Honda
Q2. How do you make your Purchase decisions are they. a) Aided ( with the help) b) unaided ( without help) Q3. Which purchase pattern is followed at your place?
a) Individual b) Family
Q4. On which of the following parameters you make your purchase decision? (Rank them according to your preference) a) Price b) product c) Quality d) Brand name e) Packaging f) Features
Q5.Which Brands of consumer durables you have been using before?……………………………………………………………………………………………………………………………………………………………………………………
Q6. Which consumer durables you posses at your home presently?……………………………………………………………………………………………………………………………………………………………………………………
Q7. Do you feel like shifting to some other brand or you are fully satisfied with the present one?……………………………………………………………………………………………………………………………………………………………………………………
Q8. Please rate the following brands of CTV on the scale of 1 to 5?Where 1 means poor service and 5 means excellent service
64
Sony Samsung Haier Videocon LG
Quality
Features
Design
Screen resolution Efficiency
Q9. Please rate the following brand of AC on the scale of 1 to 5? Where 1 mean poor service and 5 mean excellent service
Bluestar Samsung
Haier Videocon
LG
Quality
Features
Design
Cooling effect Efficiency
Durability
After Sales Service
Q10. How far you are aware about Samsung Products& what is its impression in Your mind?……………………………………………………………………………………...……………………………………………………………………………………...
PROFILE OF THE SUBJECT:
Name of Consumer: ……………………………………………………………………………...
Address: ……………………………………………………………………………………………………………………………………………………
Phone………………………
E-mail id (If any)……………………………………………………….
65
CONCLUSION
From the study we can conclude that consumer durables play a
major role in the day to day life of human beings . Consumer durables are
has taken place as a necessity now a day’s one finds it hard to survive
without them .
The comfort alone should not be considered as the basis of measurement
of the performance of Consumer Durable industry, it should also include
the Necessity Part. Samsung India electronics one of the leading
Consumer Durable provider should also concentrate on the research and
development in the country itself so as to fulfill the demands of the local
residents in the desired manner.
SUGGESTION:
The Companies should more concentrate on R&D rather than
wasting their money in various Sales promotional techniques.
Most of the people feel that advertisement is not up to the mark i.e. it
does not provide clear picture about the Product Being promoted
and its schemes. So proper measure should be taken to make the
advertisement more informative and creative.
Samsung India Electronics should also target the lower End markets
where their sale is very low due to the existence of the local players.
Samsung should make the market strategy keeping in mind both the
lower-end as well as the premium markets.
Samsung should also concentrate on the product category gap between
the branded and the local players to win the competition in the long run.
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67
