Abstract

Indian Consumer durables market used to be dominated by few domestic players like
Godrej, Voltas, Allwyn and Kelvinator. But post liberalization many foreign companies
have entered into Indian market dethroning the Indian players and dominating Indian
market the major categories being CTV, REFRIGRATOR, MICROWAVE OVEN and
WASHING MACHINES.
India being the second largest growing economy with huge consumer class has resulted in
consumer durables as the fastest growing industries in India. LG, SAMSUNG the two
Korean companies have been maintaining the lead in the market with LG being leader in
almost all the categories.
The rural market is growing faster than the urban market, although the penetration level
is much lower .The CTV segment is expected to the largest contributing segment to the
overall growth of the industry. The rising income levels double-income families and
consumer awareness were the main growth drivers of the industries.

A
Project Report On
A Study of Consumer Durable Market For Samsung
Electronics Ltd

INDEX
Sr.no.

Contents

1.

Introduction

2.

Industry Profile

3.

Company Profile

4.

Product Profile

5.

Objective of Study

6.

Research Methodology
1.Primary data
2. Secondary data
3.Sampling
4. Scope of the study

7.

5.Limitations of the study

Theoretical Background of the study

8.

Data Analysis

9.

Findings

10

Recommendations

11

Conclusion

10.

Bibliography

Page no.

INTRODUCTION

Before the liberalization of the Indian economy, only a few companies like Kelvinator,
Godrej, Alwyn, and Voltas were the major players in the consumer durables market,
accounting for no less than 90% of the market. Then, after the liberalization, foreign
players like LG, Sony, Samsung, Whirlpool, Daewoo, and Aiwa came into the picture.
Today, these players control the major share of the consumer durables market. Consumer
durables market is expected to grow at 10-15% in 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 were entering in the market with the increase in income
levels, easy availability of finance, increase in consumer awareness, and introduction of
new models, the demand for consumer durables has increased significantly. Products like
washing machines, air conditioners, microwave ovens, color televisions (C-TV) were no
longer considered luxury items. However, there were 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 wellacknowledged brands, and hold over wide distribution network. However, the penetration
Level of the consumer durables is still low in India.

Indian Consumer durables market used to be dominated by few domestic players like
Godrej, Voltas, Allwyn and Kelvinator. But post liberalization many foreign companies
have entered into Indian market dethroning the Indian players and dominating Indian
market the major categories being CTV, REFRIGRATOR, MICROWAVE OVEN and
WASHING MACHINES.
India being the second largest growing economy with huge consumer class has resulted in
consumer durables as the fastest growing industries in India. LG, SAMSUNG the two
Korean companies have been maintaining the lead in the market with LG being leader in
almost all the categories.
The rural market is growing faster than the urban market, although the penetration level
is much lower .The CTV segment is expected to the largest contributing segment to the
overall growth of the industry. The rising income levels double-income families and
consumer awareness were the main growth drivers of the industries.

OBJECTIVES OF THE PROJECT

To find number of brands of consumer durable in HYDERABAD.

To study brand preference of consumer for consumer durable goods..

To find most important parameter for selection of brand of Colour television,

Refrigerators, Washing machine, DVD, Microwave oven.

To study profit margin of major brands in consumer durable.

Scope of the study

This project gives us great exposure to the consumer durable market because it includes
product knowledge and field survey job in which we visited the consumer durable stores
in HYDERABAD.

Research Methodology

Research methodology is considered as the nerve of the project. Without a proper wellorganized research plan, it is impossible to complete the project and reach to any
conclusion. The project was based on the survey plan. The main objective of survey was
to collect appropriate data, which work as a base for drawing conclusion and getting
result.
Therefore, research methodology is the way to systematically solve the research problem.
Research methodology not only talks of the methods but also logic behind the methods
used in the context of a research study and it explains why a particular method has been
used in the preference of the other methods
Research design

Research design is important primarily because of the increased complexity in the market
as well as marketing approaches available to the researchers. In fact, it is the key to the
evolution of successful marketing strategies and programmers. It is an important tool to
study buyers behavior, consumption pattern, brand loyalty, and focus market changes. A
research design specifies the methods and procedures for conducting a particular study.
According to Kerlinger, Research Design is a plan, conceptual structure, and strategy of
investigation conceived as to obtain answers to research questions and to control
variance.
Research design specifies methods and procedures for study. In this study the company
was interested to know the demand of different consumer durable product, about
competitors, and potential for SAMSUNG procedures to be used for the study among
retailers/dealer and. However it was exclusively personal interview.
Data Collection:
This report was prepared after collecting data from the retailers/ dealers and past data was
arranged from the various studies conducted in last few years and various other records of
company.
Primary Data:
These data were collected by personal interview with retailers/ dealer. For this purpose
questionnaires were prepared in such that all necessary data would be collected.
Secondary Data:

Information regarding the project, secondary data was also required. These data were
collected from various past studies and other sources of the company.
SAMPLING METHOD
Random Sampling method

SAMPLE SIZE
100 Dealers
Research tools:
Questionnaires
RESEARCH AREA
HYDERABAD
SECENDRABAD

While visiting the shops we

1. Calculated the display share of the SAMSUNG product in shop.
2. Collected the data of actual monthly sale of the SAMSUNG product in few shop.
3 Found out the problems that the dealer were facing while selling the SAMSUNG
product.
4. Found out the customer response for SAMSUNG products by asking the owner of the
shop.
5. Checked whether demo calls were attended or not

Scope
1. In term of purchasing power parity (PPP), India is the 4th largest economy in the world
and overtake Japan in the near future become the 3rd largest.
2. Indian consumer durable market is expected to reach $450 billion by on 2010

3. India has the youngest population amongst the major countries. There were lot of
people in the different income categories nearly the two third population is below the
age of 35 and nearly 50% is below 25.
4. There were 56 million people in middle class, who were earning us$4,400-US$21,800
a year. And there were 6 million rich household in India.
5. The upper-middle and high-income household in urban areas were expected to grew to
38.2 million in 2007 as against 14.6 million in 2000.

OPPORTUNITY
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 level, i.e. increase in purchasing power of consumers.
5. Easy availability of finance.

Threats
1. Higher import duties on row materials.
2. Cheap imports from Singapore, China and from other Asian countries.

10

LIMITATION OF STUDY
Although I tried my best in preparation of this project, but this study has some limitation:
1.The period of the project was not sufficient to study all the factors in deep.
2.Visiting various places for the study consumed a lot of time.
3.We cannot say that what the consumer have revealed will be right for each and every
situation because their perception is influenced by many factors.
4.Many consumer and dealers/retailers showed less interest in providing information and
havent cooperated.
5.Some of confidential information viz. credit period, schemes, policies and sales figure
were not disclosed by the competitors.

11

Theoretical Background of the study

Scope of market research in view of modern global business.
Research methods provide you with the knowledge and skills you need to solve
the problems and meet the challenges of a fast-paced decision-making environment.
Business research courses are a recognition that students in business, not-for-profit, and
public organizations in all functional areas need training in the scientific method and
its application to decision making. Two factors stimulate an interest in more scientific
decision making: (1) the managers increased need for more and better information and
(2) the availability of improved techniques and tools to meet this need.
During the last two decades, we have witnessed dramatic changes in the business
environment. Emerging from a historically economic role, the business organization has
evolved in response to the social and political mandates of national public policy,
explosive technology growth, and continuing innovations in global communications.
These changes have created new knowledge needs for the manager. Other knowledge
demands have arisen from problems with mergers, trade policies, protected markets,
technology transfers, and macroeconomic savings investment issues.
The trend toward complexity has increased the risks associated with business decisions,
making it more important to have a sound information base. Increased complexity means
there are more variables to consider. The competition is more vigorous, with many
business downsizing to make competitive gains. Workers, shareholders, customers, and
the public are better informed and more sensitive to their self-interest. Government
continues to show concern with all aspects of society. Each of these factors demands that
managers have more and better information upon which to base decisions.

12

To do well in such an environment, you will need to be equipped with an understanding

of scientific methods and a means of incorporating them into decision making. You will
need to know how to identify good research and how to conduct it. This book addresses
these needs.
As the complexity of the business environment has increased, there has been a
commensurate, increase in the number and power of the tools to conduct research. There
is vastly more knowledge in all fields of management. We have begun to build better
theories. The computer has given us a quantum leap in the ability to deal with problems.
New techniques of quantitative analysis take advantage of this power. Communication
and measurement techniques have also been enhanced. These trends reinforce each other
and are having a massive impact on business management.

sources of collection of primary and secondary data for market research.

ta sources may be classified as either internal (organizational) or external sources of
information.
Internal Sources
Internal sources of organizational data are so varied that it is difficult to provide
generalizations about their use. Accounting and management information systems create
and store much of the internal data. Research and development, planning, and marketing
functions also contribute. Examples are departmental reports, production summaries,
financial and accounting reports, and marketing and sales studies. The collection methods
used are unique to the specific situation, and collection success depends on knowing just

13

where and how to look. Sometimes the information may exist in central files (i.e., at
headquarters), in computer database, or in departmental chronological files.
In other organizations, a central library keeps all relevant information. Systematic
searches should be made through exploratory interviews with everyone who handles the
information. Often company librarians, MIS. PR/communications, or departmental
secretaries can help in pinpointing critical data sources. Internal data sources may be the
only source of information for many studies.
External Sources
External sources are created outside the organization and are more varied than internal
sources. There are also better defined methods for finding them. This discussion is
restricted to published sources, although other sources of information may be
useful.
Published sources of data can be classified into five categories. The newest and fastest
growing one is computerized database. They are composed of interrelated data files. The
files are sets of records grouped together for storage on some medium. Access may be
through online search or CD-ROM. Online databases are often specialized and focus on
information about a particular field.
Major source of published information consists of diverse materials from special
collections. Within this category there are many reference books, each a compendium of
a range of information. A second group includes university publications, of which there
are masters theses, doctoral dissertations, and research records. A third group includes
company publications such as financial reports, company policy statements, speeches by
prominent executives, sales literature, product specifications, and many others. There are

14

miscellaneous information sources consisting of the productions of various trade,

professional and other associations. These organizations often publish statistical
compilation, research report, and proceeding of meeting.

INDUSTRY PROFILE
The Consumer Durables industry consists of durable goods and appliances for domestic
use such as televisions, refrigerators, air conditioners and washing machines. Instruments
such as cell phones and kitchen appliances like microwave ovens were also included in
this category. The sector has been witnessing significant growth in recent years, helped
by several drivers such as the emerging retail boom, real estate and housing demand,
greater disposable income and an overall increase in the level of affluence of a significant
section of the population. The industry is represented by major international and local
players such as BPL, Videocon, Voltas, Blue Star, MIRC Electronics, Titan, Whirlpool,
etc.
The consumer durables industry can be broadly classified into two segments: Consumer
Electronics and Consumer Appliances. Consumer Appliances can be further categorized
into Brown Goods and White Goods. The key product lines under each segment were as
follows.
Industry Size, Growth, Trends
The consumer durables market in India was estimated to be around US$ 5 billion in
2007-08. More than 7 million units of consumer durable appliances have been sold in the
year 2006-07 with colour televisions (CTV) forming the bulk of the sales with 30 per

15

cent share of volumes. CTV, refrigerators and Air-conditioners together constitute more
than 60 per cent of the sales in terms of the number of units sold.
In the refrigerators market, the frost-free category has grown by 8.3 per cent while direct
cool segment has grown by 9 per cent. Companies like LG, Whirlpool and Samsung have
registered double-digit growth in the direct cool refrigerator market.
In the case of washing machines, the semi-automatic category with a higher base and
fully-automatic categories have grown by 4 per cent to 526,000 units and by 8 per cent to
229,000 units, respectively. In the air-conditioners segment, the sales of window ACs
have grown by 32 per cent and that of split ACs by 97 per cent.
Since the penetration in the urban areas for these products is already quite high, the
markets for both C-TV and refrigerators were shifting to the semi-urban and rural areas.
The growth across product categories in different segments is assessed in the following
sections.

Consumer Electronics
The CTV production was 15.10 million units in 2007-08 and is expected to grow by at
least 25 per cent. At the disaggregated level, conventional CTV volumes have been
falling while flat TVs have grown strongly. Market sources indicate that most CTV
majors have phased out conventional TVs and have been instead focusing more on flat
TVs. The flat segment of CTVs now account for over60 per cent of the total domestic TV

16

production and is likely to be around 65 per cent in 2007-08.High-end products such as

liquid crystal display (LCD)and plasma display CTV grew by 400 per cent and 150 per
Cent respectively in 200910 following a sharp decline in prices of these products and
this trend is expected to continue. The audio/video player market has seen significant
growth rates in the domestic market as prices have dropped. This trend is expected to
continue through 2009- 2010, as competition is likely to intensify to scale and capture the
mass market.

17

COMPANY PROFILE
SAMSUNG Introduction

Our Vision
Samsung is guided by a singular vision: to lead the digital convergence movement.
We believe that through technology innovation today, we will find the solutions we need
to address the challenges of tomorrow. From technology comes opportunity for
businesses to grow, for citizens in emerging markets to prosper by tapping into the digital
economy, and for people to invent new possibilities.
Its our aim to develop innovative technologies and efficient processes that create new
markets, enrich peoples lives and continue to make Samsung a trusted market leader
Our Mission

18

Everything we do at Samsung is guided by our mission: to be the best digitalCompany.

Samsung grew into a global corporation by facing challenges directly. In the years ahead,
our dedicated people will continue to embrace many challenges and come up with
creative ideas to develop products and services that lead in their markets. Their ingenuity
will continue to chart Samsungs course as a profitable, responsible global corporation.

19

SAMSUNG HISTORY

2008

2007

Named Yoon-Woo Lee as a Vice Chairman & CEO of

Samsung Electronics
Launched OMNIA phone
Completed establishing TV manufactory in Russia Kaluga
Became the official sponsor of 2010 Guangzhou Asian
Game
Developed the world's first 2Gb 50 NANO
Samsung takes No. 1 spot in U.S. cellphone market
Opened Global Brand PR Centre Samsung D'light'
No.1 worldwide market share position for TVs achieved for
the 9th quarter in a row
No.1 worldwide market share position for TVs achieved for
the seventh quarter in a row
Developed the world's first 30nm-class 64Gb NAND
Flash memory
BlackJack bestowed the Best Smart Phone award at CTIA in
20

the U.S.

2006

September, 2005

Attained No.1 worldwide market share position for LCD for

the sixth year in a row
Developed the world's first real double-sided LCD
Developed the worlds' first 50nm 1G DRAM
Unveiled 10M pixel camera phone
Launched "Stealth Vacuum," a vacuum cleaner with the
world's lowest level of noises
Launched the worlds' first Blu-Ray Disc Player

Developed 1.72"Super-Reflective LCD Screen

The India Retail Forum has awarded Samsung as the Best Retailer of

the year 2005 in the consumer Durables category. James Damian,

SVP, Best Buy and his team handed over the award to Mr. Ravinder
Zutshi, Dy MD and Samsung India at the India Retail award function
February 2005

held in Mumbai on 16th September.

Mr. S. H. Oh appointed as the President and Chief Executive Officer

November 2004

of Samsung South West Asia.

Samsung received the Golden Peacock Special commendation
Certificate for Corporate Social Responsibility (Private Sector) for

February 2004

the year 2004 from Mr. Shivraj Patil, Union Home Minister.
India made regional headquarters for Samsung Southwest Asia.

February 2004

Mr. K. S. Kim appointed as the First President and Chief Executive

November 2003

Officer of Samsung South West Asia.

Inaugurated Samsung's new, High-Tech, advanced Refrigerator

August 2003

facility.
Commencement of production at refrigerator facility in Noida.

June 2003
December 2002

Merger of SIEL with SEIIT.

Software technology park set up at Noida
Construction commences for 5,000,000 refrigerator plant in Noida

October 2002

Samsung unveils new technology for Consumer Home

Entertainment (DNIe)

June 1996

Foundation Stone laid for CTV Factory at Noida, Uttar Pradesh.

May 1996

Launch in South

21

Home Appliances Launch

December 1995

Samsung India Electronics (SIEL) products launched in India.

August 1995

Certificate for commencement of business received by Samsung

GROWING TO BE THE BEST

Samsung India aims to be the Best Company in India by the Year 2006. Best Company
in terms of both the internal workplace environment as well as the external context in
which the Company operates. Samsung aims to grow in India by contributing to the
Indian economy and making the lives of its consumers simpler, easier and richer through
its superior quality products.
Our aim is to gain technological leadership in the Indian marketplace even as our goal is
to earn the love and respect of more and more of our Indian consumers. Mr. S.H. Oh,
President & CEO Samsung South-West Asia Regional Headquarters.
Samsung in India
Samsung India is the hub for Samsungs South West Asia Regional operations. The South
West Asia Regional Headquarters looks after the Samsung business in Nepal, Sri Lanka,
Bangladesh, Maldives and Bhutan besides India. Samsung India, which commenced its
operations in India in December 1995, today enjoys a sales turnover of over US$ 1Bn in
just a decade of operations in the country.

22

Headquartered in New Delhi, Samsung India has a network of 19 Branch Offices located
all over the country. The Samsung manufacturing complex housing manufacturing
facilities for Colour Televisions, Colour Monitors,
Refrigerators and Washing Machines is located at Noida, near Delhi. Samsung Made in
India products like Colour Televisions, Colour Monitors and Refrigerators were being
exported to Middle East, CIS and SAARC countries from its Noida manufacturing
complex. Samsung India currently employs over 1600 employees, with around 18% of its
employees working in Research & Development.
SAMSUNG GLOBAL
The DNA of Digital Innovation
Samsung Electronics is a global leader in semiconductors, telecommunications, digital
media and digital convergence technologies with 2004 parent company sales of
US$55.2Bn and net income of US$10.3Bn. Employing approx. 113,000 people in over 90
offices in 48 countries, the company has of 5 main business units: Digital Appliance
Business, Digital Media Business, LCD Business, Semiconductor Business and
Telecommunication Network Business. Recognized as one of the fastest growing global
brands, Samsung Electronics Corporation is the worlds largest pro ducer of Colour
Monitors, Colour TVs, Memory Chips and TFT LCDs.

23

Customized products for Indian Consumers

Samsung understands the local cultural sensibilities to customize its products
according to the Indian market. It has set up a usability lab at the Indian Institute of
Technology in New Delhi to customize Samsung products to meet the specific needs of
Indian consumers. This industry-institute partnership is helping Samsung to study and
analyze consumer response in aspects of product design, including aesthetics, ergonomics
and interface.
Through its research done on consumer preferences in India, Samsung has concluded
that Indian consumers want more sound oriented products. Thus, the Samsung televisions
for India have a higher sound capacity than their foreign counterparts.
For the semi-automatic segment of Samsung washing machines, Samsung has
introduced for the first time in India a feature called Super Dry. It is present in three of
Samsungs semi automatic models and dries the clothes better than the rest.
Samsung washing machines have an additional menu that takes care of the local
Indian wardrobes. They also have a memory re-start that takes care of the frequent
power failures in India.

24

PRODUCT PROFILE

650 Series Full HD LC D TV

Developed using our unique Crystal Design with a hint of
rose-red color accentuating a traditional piano-black
bezel frame, the 650 Series LCD TV features Auto Motion
Plus 120Hz, an Ultra Clear Panel, DNIe Pro and Wide
Color Enhancer Pro to provide perfect picture quality.

Wide Video MP3 Player (YP-P2)

Equipped with Bluetooth and a touch screen interface,
the YP-P2 lets consumers enjoy vivid videos on a 3-inch
wide LCD screen. Samsungs proprietary DNSe 2.0
technology with EmoTure UI enhances the ultimate multimedia experience.

25

VRT Front Loading Washer

Designed with Vibration Reduction TechnologyTM (VRT),
our washer dramatically reduces barrel vibrationeven
at the highest speed. It also reduces energy and water
consumption to the worlds lowest levels. Further, weve
enhanced washing performance and eco-friendly performance
with a diamond-shaped embossing drum.

6-in-1 Steam Oven

Simple, yet stylish, our 6-in-1 steam oven combines all of
the features of a conventional oven with advanced steam
cooking technology to stimulate healthier eating.
Samsungs versatile steam cooking solution adds a
steam function to the conventional oven, grill and microwave,
as well as dry heat and fermenting.
26

Haptic Touch Screen Phones (SC H-W420/W4200)

Built with TouchWiz UI software, our Haptic model promises
a unique user experience, one that touches all of the
senses. The Samsung Haptic features one-touch access,
a widget for creating customized desktops and a G sensor
for automatic horizontal rotation of photos and videos.
It is designed for the innovative, on-the-go user who
demands cutting-edge multimedia features, including a web browser.

Ultra-messaging BlackJack II (SG H-i617)

Microsofts Windows Mobile software-enabled HSDPA
smart phone boasts a bigger screen than the BlackJack
I and includes a jog wheel. The phone also has cuttingedge
features such as a touch screen, Bluetooth, GPS and wireless LAN

27

Data Analysis and Interpretation

Table No.1
Sr. No.
1
2
3
4

Number of companys product sold by dealers.

PRODUCT
C-TV
C-TV &
REFRIGERATOR
C-TV &
REFRIGERATOR &
WASHING MACHINE
ABOVE ALL
TOTAL

NO. OF RESPONDENTS
86
67
56
92
301
Source:- Survey

Graph No. 1

28

INTERPRETATION:According to survey, 86 dealers were sold only C-TV, 67 dealers were sold C-TV and
REFRIGERATOR, 56 dealers were sold C-TV and REFRIGERATOR, WASHING
MACHINE and 92 dealers were sold all product.

Table no. 2 shows no. of companys product sold from dealers shop.
Sr. NO.
1
2
3
4

NO. OF COMPANIES
PRODUCT
FIVE
FOUR
THREE
TWO
TOTAL
Graph No. 2

29

NO. OF RESPONDENTS
33
24
9
34
100
Source:- Survey

INTERPRETATIONAccording to survey, 33 dealers were sold 5 brands, 34 dealers were sold only 2 brands
from their shops.

Table No.3 Shows Major brand of C-TV sold by dealers.

Sr. NO.
1
2
3
4
5

NO. OF
RESPONDENTS
39
23
18
11
9
100

BRAND
LG
VIDEOCON
SAMSUNG
SANSUI
ONIDA
TOTAL
30

PERCENTAGE
39
23
18
11
9
100

Source:- Survey
Graph No. :- 3

INTERPRETATIONAccording to dealers, in HYDERABAD LG is leading in

C-TV with 39%, after that VIDEOCON is 2 nd with 23% and then SAMSUNG is on 3 rd
with 18%.

Table No.4
Sr. NO.
1
2
3
4
5

Most important parameter for more sale of C-TV

REASONS FOR
MORE SALES
Price
Quality
Service
Advertisement
Schemes
TOTAL

NO. OF
RESPONDENTS
28
30
17
15
10
100

31

PERCENTAGE
28
30
17
15
10
100

Source:- Survey
Graph No.4

INTERPRETATIONAccording to dealers, Price is most important parameter for more sale of C-TV
and then Quality, Services, Advertisement and Schemes.

Table No. 5 shows the major brands of REFRIGERATOR sold by dealers.

Sr. NO
1
2
3
4
5
6

BRAND
LG
VIDEOCON
SAMSUNG
GODREJ
WHIRLPOOL
KELVINATOR

NO. OF
RESPONDENTS
22
13
9
12
19
16
32

PERCENTAGE
22
13
9
12
19
16

KENSTAR
TOTAL

9
100

9
100
Source:- Survey

Graph No. 5

INTERPRETATIONAccording to dealers, LG also leading in the REFRIGERATOR market in HYDERABAD

with 22%,
After that Whirlpool and Kelvinator is following them.

Table No.6 shows

Sr. NO.
1
2
3
4
5

most important parameter for more sale of REFRIGERATOR

REASONS FOR
MORE SALES
Price
Quality
Service
Advertisement
Schemes
TOTAL

NO. OF
RESPONDENTS
27
32
19
13
9
100

33

PERCENTAGE
27
32
19
13
9
100
Source:-Survey

Graph No. :- 6

INTERPRETATIONAccording to dealers, most important parameter for more sale of Refrigerator

is Quality and then Price, Services, Advertisement and Schemes.

Table no.7 shows Major brands of Washing Machine sold by dealers.

Sr. NO.
1
2
3
4
5
6
7

BRAND
LG
VIDEOCON
SAMSUNG
IFB
WHIRLPOOL
GODREJ
KELVINATOR

NO. OF
RESPONDENTS
18
11
15
7
21
9
10

34

PERCENTAGE
18
11
15
7
21
9
10

KENSTAR
TOTAL

9
100

9
100
Source:- Survey

Graph No. :-7

INTERPRETATIONAccording to dealers, LG is leading in Washing Machine market with 18%, after that
VIDEOCON and SAMSUNG is leading in HYDERABAD.

Table No.8 shows most important parameter for more sale of Washing Machine
Sr. NO.
1
2
3
4
5

REASONS FOR
MORE SALES
Price
Quality
Service
Advertisement
Schemes
TOTAL

NO. OF
RESPONDENTS
26
32
24
10
8
100

35

PERCENTAGE
26
32
24
10
8
100
Source:- Survey

Graph No.8

INTERPRETATIONAccording to dealers, the most important factor which affects the sales of washing
machine is QUALITY, and then prices and services is considered by the customers.

Table No.9 shows Major brands of DVD sold by dealers.

Sr. NO.
1
2
3
4
5
6
7
8

BRAND
LG
VIDEOCON
SAMSUNG
ONIDA
PHILIPS
SANSUI
SONY
INTEX

NO. OF
RESPONDENTS
11
13
10
15
22
12
8
9

36

PERCENTAGE
11
13
10
15
22
12
8
9

TOTAL

100

100
Source:-Survey

Graph No. :- 9

INTERPRETATIONAccording to dealers, PHILIPS is the most popular brand in DVD market with 22%, after
that ONIDA with 15% and VIDEOCON with 13% on 3rd position.

Table No.10 shows most important parameter for more sales of DVD
Sr. NO.
1
2
3
4
5

REASONS FOR
MORE SALES
Price
Quality
Service
Advertisement
Schemes
TOTAL

NO. OF
RESPONDENTS
21
42
17
8
12
100

37

PERCENTAGE
21
42
17
8
12
100
Source:- Survey

Graph No. 10

INTERPRETATIONAccording to dealers, Quality is major factor in respect of more sale of DVD, and then
Services and prices were to be considered.

Table No.11shows Major Brand of MICROWAVE OVEN sold by dealers.

Sr. NO.
1
2
3
4
5
6
7
8

BRAND
LG
VIDEOCON
SAMSUNG
KENSTAR
GODREJ
PHILIPS
BAJAJ
SONY

NO. OF
RESPONDENTS
18
13
15
21
9
8
9
7

38

PERCENTAGE
18
13
15
21
9
8
9
7

TOTAL

100

100
Source:- Survey

Graph No. 11

INTERPRETATIONAccording to dealers, KENSTAR is very popular brand for microwave oven. KENSTAR
is making a huge business as compare to other competitors after that LG and then
SAMSUNG. According to dealers, microwave oven does not have that much demand as
compare to other consumer durable product.
Table No.12 shows Reason for more sales of MICROWAVE OVEN
Sr. NO.
1
2
3
4
5

REASONS FOR
MORE SALES
Price
Quality
Service
Advertisement
Schemes
TOTAL

NO. OF
RESPONDENTS
21
36
14
17
12
100

39

PERCENTAGE
21
36
14
17
12
100
Source:- Survey

Graph No. 12

INTERPRETATIONThe most important factor of more sales of microwave oven is QUALITY of the product.
Quality is mostly affected on sales of microwave oven.

Table NO.13 shows High Profit margin brands

Sr. No.
1
2
3
4
5
6
7
8

BRANDS
LG
SAMAUNG
WHIRLPOOL
VIDEOCON
SONY
GODREJ
PHILIPS
KENSTAR

NO. OF
RESPONDENTS
21
18
16
13
11
9
7
5

40

PERCENTAGE
21
18
16
13
11
9
7
5

TOTAL

100

100
Source:- Survey

Graph No.13

INTERPRETATIONAccording to dealers, in Indian consumer durable industry

LG is leading company because of their low pricing policy and the better quality of
product.
SAMSUNG is on 2nd position, if SAMSUNG will change their pricing policy like LG and
VIDEOCON then SAMSUNG should be on 1st position.
Table No.14 shows Suggestion from dealers for SAMSUNG to increase the business

Sr. No.
1
2
3
4

SUGGESTION
FAST AND REGULAR
AFTER SALES SERVICE
REDUCE PRICES
INCREASE DEALER
MARGIN
ADVERTISMENT AT
RURAL AREA

41

NO. OF RESPONDENTS
31
21
15
13

5
6

IMPROVE QUALITY
REGULAR SCHEMES
TOTAL

10
9
100
Source:- Survey

Graph No.14

INTERPRETATIONAccording to suggestion of dealers, AFTER SALES SERVICE is most important factor

which is helping to the SAMSUNG for increase the sales.
After that PRICES OF THE PRODUCT should be economic. DEALER MARGIN
should increase for motivation of dealers.

FINDING
1. We came to know while visiting the shop most of the dealers sold entire consumer
durable product including C-TV, Refrigerator, Washing Machine, DVD, Microwave oven.

42

2. We know that during the survey in consumer durable industry in HYDERABAD and
rural area of HYDERABAD LG is leading in Colour television, Washing Machine,
Refrigerator.
3. Study shows that quality is most important parameter for more sale of colour television
and then price is considered by consumers.
4. Study shows that quality of the product is most important parameter for Refrigerator
then price is considered by consumers.
5. While visiting the shop we came to know that quality is most important parameter
which is affect on more sales of Washing Machine.
6. According to Survey, Philips is most popular brand for DVD.
7. We came to know that while visiting the shop, Kenstar is most preferable brand for
Microwave oven because of their quality.
8. While visiting the shop we know that LG is gives high profit margin as compare to
other competitors.
9. While visiting the shop dealers suggested that after sales service is most important
factor which contributes towards the sales of Consumer durables.
10. All the dealers were not satisfied with the profit margin.
11. SAMSUNG product is costly as compare to LG and VIDEOCON.

43

12. Maximum rural area is covered by the VIDEOCON because of their low price
products.
13. We came to know while visiting the shops that there was big problem of after sales
service.
14. Many dealers were facing the problem of after sale service because there is no follow
up calls from SAMSUNG.s
15. Demo calls also not done properly.

16. LG and Videocon is the main competitor of SAMSUNG.

17. Advertising of SAMSUNG CTV is more effective as compare to the competitors.
18. Sales promotion scheme were sufficient.

SUGGESTIONS &RECOMANDETION

Company should improve the after sales service of products as it is the main
factor for the sales of consumer products.

If the SAMSUNG Ltd. reduces their product price like LG and VIDEOCON then
SAMSUNG will take over the LG in all categories.

44

Company should distribute free key chain, calendar,

t-shirts for making brand

popular among people.

Company should introduce low price and low power consumption Refrigerator for
acquiring the middle income group.

Dealer desire more advertisement to be done through local newspaper and cable
TV ads. To make consumers aware about the product.

Prompt of service in time.

Advertisements of the companys products should focus on quality rather then

price.

Company should target upper middle class or premium class customers.

Company should introduce low cost products to satisfy the needs of low or middle
class.

Demo calls as well as follow up Help Company to maintain customer relationship

and hence the company should focus on these aspects.

SAMSUNG ltd. should concentrate on after sales service.

SAMSUNG ltd. should try to trap the rural market.

45

SAMSUNG ltd. Establish the service center as per taluka place.

Conclusion

With respect to the above study and the findings thereby, the company has
definitely entrenched into the urban market.

With few more concerted efforts, the said organization needs to enter the rural
market in order to completely establish itself all over.

46

ANNEXURE
A. Questionnaire

Study of Consumer Durable Market for SAMSUNG Electronics Ltd. With

Special reference To HYDERABAD.
Name of shop:
Address:
Contact no.:
1) Which is consumer durable product you sold from your shop?
C-TV
Refrigerator
Washing Machine
DVD
Microwave
2) How many no. of companys product you sold from your shop?
ONE_______________________________________________
TWO_______________________________________________
THREE_____________________________________________
FOUR______________________________________________
FIVE_______________________________________________
SIX________________________________________________
3) Which is major brand of Colour-Television you sold from your shop?
SAMSUNG
LG
Videocon
Onida
Sansui
4) What is the important parameter for more sales of Colour-Television brand?
Price
Quality
Services
Advertisement
Schemes
5) Which is major brand of Refrigerator you sold from your shop?
Godrej
Whirlpool
Kenstar
SAMSUNG
Videocon
Kelvinator

LG

6) What is the important parameter for more sales of Refrigerator brand?

Price
Quality
Services
Advertisement
Schemes

47

7) Which is major brand of Washing Machine you sold from your shop?
IFB
Whirlpool
Kenstar
LG
SAMSUNG
Videocon
Kelvinator
Godrej
8) What is the important parameter for more sales of Washing Machine brand?
Price
Quality
Services
Advertisement
Schemes
9) Which is major brand of DVD you sold from your shop?
SAMSUNG
LG
Videocon
Sansui
Philips
Intex

Onida
SONY

10) What is the important parameter for more sales of DVD brand?
Price
Quality
Services
Advertisement
Schemes
11) Which is major brand of Microwave you sold from your shop?
SAMSUNG
LG
Videocon
Kenstar
Godrej
Philips
Bajaj
SONY
12) What is the important parameter for more sales of Microwave brand?
Price
Quality
Services
Advertisement
Schemes
13) Which companys product you give high profit margin?
SAMSUNG
LG
VIDEOCON
WHIRLPOOL
GODREJ
PHILIPS

SONY
KENSTAR

14) What are your suggestions for SAMSUNG to increase the sales?
_________________________________________________________________

48

LIST OF DEALERS:arunTechnoServices
Adress:107SRIRamakrishnaTowers,BehindChermas,
Ameerpet,Hyderabad-500016
Phone: 6604830
JDElectronics
Adress:ShivamRoad,Hyderabad500044
Phone: 67112882

SriSAITejaCentre&Appliances
Adress:1-40SrikanthReddyComplex,NH7MainRoad,
Kompally,Hyderabad500014
EzoneExperienceElectronics
Adress:301 To 310, City
Hyderabad 500034

Centre

Mall,

Road

No

11,

Banjara

Hills,

BellElectronics
Adress:7-2-614,GhasmandiXRoads,RPRoad,
Hyderabad 500003

B). Bibliography
12345-

http://www.samsung.com/in/aboustsamsung/index.html
http://www.samsung.com/in/aboutsamsung/corporateprofile/index.html
http://www.samsung.com/in/aboutsamsung/corporateprofile/history.html
http://www.samsung.com/in/aboutsamsung/corporateprofile/visionmission.html
http://www.samsung.com/in/consumer/index.html

49

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