TABLE OF CONTENTS

Acknowledgement
3
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 company11-12
d. Comparative analysis 13-15
e. Consumer perception..16
4. Objective of Research.17-18
a. Research Methodology..........19
b. Sources of data collection20
5. Analysis of Dealers Questionnaire on CTV.21-27
6. Analysis of Dealers Questionnaire on AC28-33
7. Findings from the Consumer Questionnaire34-41
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

Executive Summary

Executive Summary
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 mens life. This is one of the
fastest growing industries with a 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 with 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. I survey about 100 Dealers and Retailers in Asansol and
Durgapur region. 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.

INTRODUCTION

INTRODUCTION
A comparative marketing study of Samsung Electronics with its competitors in twin
cities (Asansol and Durgapur).
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
learners 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 competitors 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.

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 highpriced 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.

Company Profile
Samsung
Electronics
Co.,
Ltd.
is
a South
Korean multinational electronics company headquartered in Suwon, South Korea. It is
the flagship subsidiary of the Samsung Group, amounting to 70% of the group's
revenue in 2012, and has been the world's largest information technology company by
revenues since 2009. Samsung Electronics has assembly plants and sales networks
in 80 countries and employs around 370,000 people. Since 2012, the CEO is Kwon
Oh-Hyun.
Samsung has long been a major manufacturer of electronic components such
as lithium-ion batteries, semiconductors, chips, flash memory and hard drive devices
for clients such as Apple, Sony, HTC and Nokia.
In recent years, the company has diversified into consumer electronics. It is the
world's largest manufacturer of mobile phones and smart phones fueled by the
popularity of its Samsung Galaxy line of devices. The company is also a major vendor
of tablet computers, particularly its Android-powered Samsung Galaxy Tab collection,
and is generally regarded as pioneering the phablet market through the Samsung
Galaxy Note family of devices.
Samsung has been the world's largest manufacturer of LCD panels since 2002,
the world's largest television manufacturer since 2006, and world's largest
manufacturer of mobile phones since 2011. Samsung Electronics displaced Apple Inc.
as the world's largest technology company in 2011 and is a major part of the South
Korean economy. In June 2014 Samsung published the Tizen OS with the new
Samsung Z.
Samsung Electric Industries was established as an industry Samsung Group in 1969
in Suwon, South Korea.[14] Its early products were electronic and electrical appliances
including televisions, calculators, refrigerators, air conditioners and washing
machines. In 1970, Samsung Group established another subsidiary, Samsung-NEC,
jointly with Japan's NEC Corporation to manufacture home appliances and audiovisual
devices. In 1974, the group expanded into the semiconductor business by acquiring
Korea Semiconductor, one of the first chip-making facilities in the country at the time.
The acquisition of Korea Telecommunications, an electronic switching system
producer, was completed at the start of the next decade in 1980.
By 1981, Samsung Electric Industries had manufactured over 10 million black-andwhite televisions. In February 1983, Samsung's founder, Lee Byung-chull, along with
the board of the samsung industry and corporation agreement and help by sponsoring
the event, made an announcement later dubbed the "Tokyo declaration", in which he
declared that Samsung intended to become a DRAM (dynamic random access
memory) vendor. One year later, Samsung became the third company in the world to
develop a 64kbDRAM. In 1988, Samsung Electric Industries merged with Samsung
Semiconductor & Communications to form Samsung Electronics, as before that, they
had not been one company and had not been a leading corporation together, but they
were not rivals, as they had been in talks for a time, until they finally merged.
Samsung Electronics launched its first mobile phone in 1988, in the South Korean
market.[15] Sales were initially poor and by the early 1990s Motorola held a market
share of over 60 percent in the country's mobile phone market compared to just 10
6

percent for Samsung. Samsung's mobile phone division also struggled with poor
quality and inferior products until the mid-1990s and exit from the sector was a
frequent topic of discussion within the company.
As Samsung shifted away from consumer markets, the company devised a plan to
sponsor major sporting events to remain in the public eye. One such sponsorship was
for the1998 Winter Olympics held in Nagano, Japan.
As a chaebol, Samsung Group wielded wealth that allowed the company to invest and
develop new technology rather than build products at a level which would not have a
detrimental impact on Samsung's finances.
Samsung had a number of technological breakthroughs particularly in the field of
memory which are commonplace in most electrical products today. This includes the
world's first 64Mb DRAM in 1992, 256 Mb DRAM in 1994, 1Gb DRAM in 1996. [20] In
2004, Samsung developed the world's first 8Gb NAND Memory chip and a
manufacturing deal was struck with Apple in 2005. A deal to supply Apple with memory
chips was sealed in 2005 and, as of October 2013, Samsung remains a key supplier
of Apple components, manufacturing the A7 processors that are inside the iPhone
5s model.
In 2005, Samsung Electronics surpassed its Japanese rival, Sony, for the first time to
become the world's twentieth-largest and most popular consumer brand, as measured
by Interbrand.
In 2007, Samsung Electronics became the world's second-largest mobilephone maker, overtaking Motorola for the first time. In 2009, Samsung achieved total
revenues of US$117.4 billion, overtaking Hewlett-Packard to become the world's
largest technology company measured by sales.
In 2009 and 2010, the US and EU fined the company, together with eight other
memory chip makers, for its part in a price-fixing scheme that occurred between 1999
and 2002. Other companies fined included Infineon Technologies, Elpida
Memory and Micron Technology. In December 2010, the EU granted immunity to
Samsung Electronics for acting as an informant during the investigation (LG Display,
AU Optronics, Chimei InnoLux, Chunghwa Picture Tubes and HannStar Display were
implicated as result of the company's intelligence).
Samsung has emphasized innovation in its management strategy since the early
2000s and it again highlighted innovation as part of core strategies when it announced
the Vision 2020 in which the company set an ambitious goal of reaching $400 billion in
annual revenues within ten years. In order to cement its leadership in the areas of
memory chip and television production, the company has invested aggressively in
research and development. The company has 24 research-and-development centers
around the world.
In April 2011, Samsung Electronics sold its HDD commercial operations to Seagate
Technology for approximately US$1.4 billion. The payment was composed of 45.2
million Seagate shares (9.6 percent of shares), worth US$687.5 million, and a cash
sum for the remainder.
In the first quarter of 2012, the company became the highest-selling mobile phone
company when it overtook Nokia, selling 93.5 million units compared to Nokia's 82.7
million units. Samsung also became the largest smartphone vendor as a result of
strong sales of its Galaxy SII and Galaxy Note devices.

In May 2013, Samsung announced that it had finally managed to test speed-enhanced
fifth generation (5G) technology successfully.

Samsung Electronics in India

Samsung Electronics commenced its operations in India in December 1995 and is
today a leading provider of Consumer Electronics, IT and Telecom products in the
Indian market. Samsung India is the Regional Headquarters for Samsungs South
West Asia operations, which provides employment to over 45,000 employees with
around 11,500 employees being involved in R&D.
Samsung began operations in India through its manufacturing complex located at
Noida (UP), which today houses facilities for Colour Televisions (including 3D, LED
and LCD Televisions), Mobile Phones, Refrigerators, Washing Machines and Split Air
Conditioners categories. Samsung commenced operations of its second state-of-theart manufacturing complex at Sriperumbudur, Tamil Nadu in November 2007. Today,
the Sriperumbudur facility manufactures Colour Televisions, Fully Automatic Front
Loading Washing Machines, Refrigerators and Split Air Conditioners. Samsung India
has three R&D Centres in Indiatwo in NCR and one in Bangalore. While the Noida
R&D Centres develops software solutions for high-end televisions such as Plasma
TVs, LCD TVs and Digital Media Products, the other Centre is engaged in R&D
solutions for product hardware. The Bangalore R&D Centre works on major projects
for Samsung Electronics in the area of telecom, wireless terminals and infrastructure,
Networking, SoC (System on Chip) Digital Printing and other multimedia/digital media
as well as application software.
Samsung India is a market leader in product categories like LED TVs, LCD TVs, Slim
TVs and Side by Side Refrigerators. While it is the second largest mobile handset
brand in India, it leads in the smart phone segment in India.

Samsung India has won several awards and recognitions for both its corporate
initiatives as well as its product innovations in Audio Visual, Home Appliance, IT
and Telecom Product categories.
Apart from development of innovative technology, Samsung places great
importance on acting as a responsible corporate citizen in the communities where
it operates. Its CSR programs respond to the social and environmental needs and
seek to give back to communities that support the company. In 2009, Samsung
launched the companys Corporate Social Responsibility initiative Samsung Hope
Project with projects in the areas of education, culture, sports, social welfare and
community development. Each programme, under the Hope Project, uniquely
addresses the needs of individual communities while emphasizing on innovations
for development of the community including education, technology, engineering
and IT technical training.
The Companys CSR initiatives such as Samsung Smart Class and Samsung
Technical Schools have been recognized by several reputed organizations, and
the Company has won accolades from these projects aimed at giving back to the
society.

Vision 2020
The underlying principle that defines our vision for the future of Samsung
Electronics is "Inspire the World, Create the Future".
This vision is at the very core of our commitment to lead innovations in technology,
products and solutions that inspire communities around the world to join our aspiration
for creating a better world full of richer digital experiences. As we recognise our
responsibility as a creative leader in the global society, we also dedicate our efforts
and resources to offering new values to the industry and customers while fulfilling
shared values of our employees and partners. At Samsung Electronics, we want to
create a future that is exciting and promising for all together.
As a guide to common understanding and measurable goal, a set of specific
objectives is incorporated into our vision. By 2020, we seek to achieve annual sales of
USD 400 billion while placing Samsung Electronics overall brand value among the
global top 5. Three key strategic pillars that are now part of our culture, business
operation and management describe the governing initiatives to this end: Creativity ,
Partnership and Great People. We pride ourselves on delivering the worlds best
products through operational excellence and innovation prowess. As we look forward
to exploring new business areas including healthcare and biotechnology, we are
excited for new challenges and opportunities ahead. Samsung Electronics will
continue to build on top of its current achievements new capacity and expertise to
further its competitiveness and its history of innovation.
ISIONInspire the World,Create the Future

Samsung India: Brand Power

Samsung's innovative and superior quality products coupled with our innovative
marketing initiatives have contributed to the success of the brand globally as well as in
India. Our commitment to being the world's best has won us the No.1 global market
share for thirteen of our products, including semiconductors, TFT-LCDs, monitors and
CDMA mobile phones. In India too, Samsung has taken the lead in product categories
like LED TVs, LCD TVs, Slim TVs, Side by Side Refrigerators and Smart phones,
while it is the second largest mobile handset brand in India.
In the 2011 brand value survey conducted by Business Week and Inter brand,
Samsung Electronics ranked 19th among the top 100 global brands. In India too,
Samsung has ranked high amongst surveys undertaken by leading agencies such as
The Economic Times, Financial Express, Readers Digest and Business Today.
Samsung has achieved the title of the most Trusted as well as the Most Aspirational
brand in the consumer durable and mobile categories related to its 'Flaunt Factor'
attributes
like
quality,
brand
reputation
and
imagery.
In 2014, Samsung have won several awards conducted by The Economic Times,
Business Standard, Voice & Data, VAR India and several others.
The Brand Trust Report by India Study 2015 ranked Samsung as one of the top most
trusted brands in the country. Samsung expects to become the largest consumer
brand in India by 2015.
9

10

Awards:
2014

The Economic Times (Top Consumer Durables company) - Samsung India

received the award for 'Top Company' for Mobile handsets and tablets from Voice
and Data magazine

Business Standard (Brand Derby Award) - Samsung Galaxy S4 was ranked

number 1 and Galaxy Note 3 was on 2nd position

The Economic Times, Brand Equity (100 Most Trusted Brand) - Samsung
named as one of the most trusted brands in the country as Samsung Mobile was
ranked at number 17

The Economic Times, Brand Equity (Most admired marketers in the country) Samsung Consumer Durables and Samsung Mobile ranked number 6 and 8
respectively in a survey

Golden Peacock Award for CSR- Samsung was awarded the Golden Peacock
Award for CSR for the 4 th time, for its initiatives in the areas of children's education
and skill development (Samsung Smart Class and Samsung Technical Schools)

The Best Premium Smartphone & Best Innovative Accessories- The Galaxy
Note 4 and Samsung Gear S won the best premium smartphone and most
innovative accessories respectively in Mobility Excellence Awards

91 Mobiles Award (The Best Camera Phone of the year)- The Galaxy Note 4
was awarded the accolade of the best camera phone of the year and was part of
one of the best smartphones of the year 2014

SME Channels (Tablet For Business Mobility)- Samsung was adjudged as the
Tablet For Business Mobility by the editorial team based on the inputs from
partners, customers and consulting houses

VAR India -Samsung India was awarded the Channel Leadership award 2014
for Best Tablet and Best LED and LFD brand at VAR India Star Nite

Voice&Data- Samsung India received the award for Top Company for Mobile
handsets and tablets

2013
Agency FAQS (India's Buzziest Brands) Samsung secured the top position

2012

Samsung was presented with the Golden Peacock Award for the most
innovative product for the year 2011 for the MV800 digital still camera.

Samsungs MV800 digital still camera bagged the Asian Photography Best
Innovation in Camera Technology award for 2011.

Samsung awarded as the Consumer Durable Company of the year at the 2011
NDTV Profit Business Leadership Awards in recognition for its initiatives and

11

innovations taken up to respond and adapt to the ever changing business scenario
as well as exceptional ability in business performance fuelling the Indian economy.

2011

Samsung emerged as the Most Aspirational Brand of the Year 2011 in the Best
Brands Survey 2011 conducted by Financial Express and market research agency
Synovate. Samsung was ranked high for its 'Flaunt Factor' linked to its attributes
like quality, brand reputation and imagery. Samsung also ranked amongst the top 3
brands in the Overall Ranking of the Top Brands of 2011 and the Most Visible Brand
of 2011 list.

Mr. JS Shin, President & CEO, Samsung South West Asia was awarded the
prestigious MAN OF ELECTRONICS AWARD 2011 by Consumer Electronics and
Appliance Manufacturers Association for his exceptional all round contribution to the
Indian Electronics and Appliances Industry. Shri. Rajeev Shukla, Hon'ble Minister of
State for Parliamentary Affairs handed over the award to Mr. J.S. Shin.

Samsung Electronics was awarded the best Manufacturer of BEE Star Labeled
Appliances in the Air Conditioner category by the Hon'ble Union Minister for Power,
Shri Sushil kumar Shinde. The Function was presided over by the Hon'ble Prime
Minister of India, Shri Manmohan Singh. Samsung won the Award based on criteria
like the number of star labeled products sold, the energy savings achieved thanks to
its technology and the growth in sales of energy efficient products over the previous
year.

While Samsung ranked 27th in Economic Times annual Survey on the Top 100
trusted brands in India, it emerged as the most Trusted Consumer Durable brand in
India, while maintaining its position as No. 2 company in the mobile phone category.

Samsung was awarded as the Tablet Company of the Year by Voice & Data at
the V&D 100 Awards.

Samsung was awarded the Golden Peacock Awards (GPA) For Corporate
Social Responsibility for its Corporate Citizenship and Community Affairs initiatives
that address education, sports, culture and environment management programs

Samsung won 3 much coveted awards at the NDTV Gadget Guru Awards 2011
that honour innovation and products that truly make a difference in the world of
technology.

Design of the Year - 3D LED TV UA55C9000

TV of the Year - 3D LED TV UA46C8000

Smartphone of the Year - Galaxy S

2010

Samsung India won the 'Golden Peacock Eco-Innovation for the year 2010 for
its for LED TV ranked as the most innovative product that shows the maximum
customer satisfaction at minimum cost as determined by customers.

Samsung won 3 awards at the NDTV Tech Life Awards 2010 to honour the
years coolest gadgets and the best technological innovations.

Best Budget Mobile of the Year: Samsung Corby

Best Television Display of the Year: Samsung 3D LED TV UA46B7000

12

NDTV Gadget of the Year: (decided by the eminent jury panel and also by
viewer's choice through public voting) Samsung LED 3D TV

Inventions & achievements

2011

Samsung Electronics established an IT community center in the Korean village

in Uzbekistan
Samsung Electronics opened Mandela Multi-Purpose Community Center

Samsung Electronics won the Innovation Awards at the CES 2012 with 30
products

Samsung Electronics was selected as one of the ten brands with the highest
values in Africa

Samsung Electronics sponsored the 2011 London World Skills Competition as

a Premier Sponsor

Cheil Worldwide won the Grand Prix at the Cannes International Advertising
Festival

Samsung Biologics held the groundbreaking ceremony of a plant at Songdo

District of Incheon FEZ

Samsung Electronics launched construction of the 7.5G LCD Fab plant in

Suzhou, China

Samsung established Samsung Biologics, a joint venture specialised in

biopharmaceuticals
Samsung made relief activities in earthquake-stricken areas of Japan

Samsung Electronics signed the patent cross license agreement with IBM of
the US

2010

Samsung Electronics honored with 37 CES 2011 Innovation Awards

Samsung announced that it will establish seven social enterprises over the next
three years to support the underprivileged in Korea

Samsungs brand value was ranked No. 19 in the world by Interbrands 2010
Best Global Brands

Samsung Electronics introduced high-speed 512GB SSD utilizing new togglemode DDR NAND memory

Samsung Fire and Marine Insurance entered the Chinese automobile

insurance market

Samsung announced that it will invest $20 billion in new projects such as in
eco-friendly and health care sectors by 2020

Samsung Corning Precision Glass changed company name to Samsung

Corning Precision Materials
13

Samsung Electronics merged with Samsung Digital Imaging

Samsung C&T opened Burj Khalifa, the worlds tallest building

Samsung SDS merged with Samsung Networks

2009

Samsung Electronics displayed the worlds thinnest TV (6.5mm) at CES

Samsung Electronics developed the worlds first 40 nanometer DRAM

Samsung Electronics built the worlds largest mobile phone as recorded in the
Guinness Book of World Records

SADI, Samsungs design school, received the most iF Concept Design Awards
for its entrants

Samsung Electronics released the worlds thinnest Blu-ray player

Samsung Electronics announced its open mobile platform, bada

2008

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

Samsung Electronics launched OMNIA phone

Samsung Electronics completed establishing TV manufactory in Russia Kaluga

Samsung Electronics became the official sponsor of 2010 Guangzhou Asian

Game

Samsung Electronics developed the worlds first 2Gb 50 NANO

Samsung takes No.1 spot in U.S. cellphone market

Samsung Electronics opened Global Brand PR Center Samsung Dlight

Samsung Electronics achieved No.1 worldwide market share position for TVs
for the 9th quarter in a row

2007

Samsung Electronics achieved No.1 worldwide market share position for TVs
for the 7th quarter in a row

Samsung Electronics developed the worlds first 30nm-class 64Gb NAND

FlashTMmemory

Samsung Electronics BlackJack bestowed the Best Smart Phone award at

CTIA in the U.S.

Samsung Electronics attained No.1 worldwide market share position for LCD
for the sixth year in a row

2006

Samsung Electronics developed the worlds first real double-sided LCD

Samsung Electronics developed the worlds first 50nm 1G DRAM

Samsung Electronics unveiled 10M pixel camera phone

14

Samsung Electronics launched Stealth Vacuum, a vacuum cleaner with the

worlds lowest level of noises

Samsung Electronics launched the worlds first Blu-Ray Disc Player

Samsung Electronics developed 1.72" Super-Reflective LCD Screen

2005

Samsung Electronics developed the largest Flexible LCD Panel

Samsung Electronics ranked 27th in the Worlds Most Admired Company of

Fortune

Samsung Electronics became the official sponsor of Chelsea, the renowned

English Premier League football club

Samsung Electronics released the worlds first 7 mega pixel camera phone

Samsung Electronics developed the worlds first OLED for 40" TV

Samsung Electronics developed the first-ever speech recognition phone

Products:

15

Comparative Analysis
A comparative Analysis of Samsung Electronics with its competitors (LG, Haier,
Videocon, Sony) in twin cities (Asansol and Durgapur).
What is comparative Analysis?
In comparative Analysis we take our competitors 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 and
Retailers in the area of Asansol and Durgapur region. 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, LCD,LED 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 indepth 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
attitude to respond to functional needs. The critical variable under this approach is the

16

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
Ps 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 this
information which 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.
I.
II.
III.
IV.
V.
VI.

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
local market of Asansol and Durgapur.

17

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
18

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
local market of Asansol and Durgapur.

OBJECTIVE

19

OBJECTIVE
The major objective of the study is to analyze the position of Samsung with 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, LCD, LED & AC segment.
- To suggest some differentiating strategies to stay ahead in competition in CTV, LCD
& 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

Price

Packaging

Product Features

..

Brand Name

Product Quality

Product Design

SCOPE OF STUDY:
1.

Impact of consumer durables (being taken in to the study) on the

consumers, retailers, dealers.

20

2.

Comparison of Samsung with other competitors.

RESEARCH METHODOLOGY

21

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 Asansol and Durgapur.
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.

22

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.

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.

23

ANALYSIS OF THE DEALERS

QUESTIONNAIRE FOR (CTV, LCD, LED)

24

ANALYSIS OF THE DEALERS QUESTIONNAIRE FOR

(CTV, lcd ,led)
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 Asansol andDurgapur. The
questionnaire 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 TV, 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 Asansol and Durgapur where 38 were dealing
in the single brand only and the others were dealing in multiple brands.

Dealers Ratio

Single brand 38%

singleBrand
multiple Brand

Multiple brand 62%

Fig 1.0

25

2. 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.

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.

26

3. Which are the two highest selling models of each company in TV & their
prices?
The models that were sold more in comparison to others for the same brand in the TV
segment are as follows.

The highest selling Models

Samsung

21inch z30 , Z43

LG

21inch -21FD 2RG- TX, 21FC8RG-AX

Haier

21inch - 21F2A, 21F9D

Videocon

21inch Challenger

Sony

21inch KVHM213 M80, KVFA 21M 83

4. To what extents, following brands of TV 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

Fig 1.2
Average demand for the brand has been also estimated with the findings of the
same question.

27

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.

Segment
15 inch
21inch
29inch
LCD
PLASMA

Brand
Videocon
Samsung/LG
Sony/Samsung
Samsung
Samsung/LG

28

Price range
5000
9000
15000
40000
55000

6. 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

Fig 1.4
While in the lower end markets like Nachan, Muchipara, Kulti & Chanda the
proportion of Premium and low end customer is of the ratio 20:80.
As shown in the fig 1.5.

Fig 1.5

29

7. What is the annual estimated sale of TV?

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 sales

Samsung

6192 pieces p.a

Sony

5676pieces p.a

L.G

6708pieces p.a

Videocon

2580pieces p.a

Haier

1032pices p.a

8. At which visit, customer generally finalize his/her decision for buying a TV?
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

Fig 1.6

30

9. When customers mostly visit showroom for buying TV?

Question 8 & 9 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

Fig 1.8

10. What is the most acceptable size in TV now days?

The question mainly emphasized on bringing out the most acceptable size of TV
in each segment and thus the results obtained are shown as under.

Segment

Size

CTV

21

LCD

31

PLASMA

42

31

11. 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

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.

32

ANALYSIS OF THE DEALER

QUESTIONNAIRE
FOR (AC)

33

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 Asansol and Durgapur. The
questionnaire 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

Fig 1.10

34

2. 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:

Samsung

LG

Bluestar

Videocon

Haier

Capacity

w/s

w/s

w/s

w/s

w/s

1 Ton
1.5 Ton
2.0 Ton

2/1
3/2
1/1

2/1
3/1
1/1

2/1
2/2
1/0

1/1
1/1
1/0

1/0
1/1
.5/0

Brand Name

3. 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

Model

Samsung

18QB

LG

W18G2

Videocon

SB1608

Bluestar

WAM181YB

Haier

HW12DX

35

4. 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

Fig 2.1
5. 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

11500

1.5 Ton

18000

2.0 Ton

24500

36

6. 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% .

Fig 2.2
7. What is the annual estimated sale 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.

Brand Name

Annual average estimated sales

Samsung

24000 pieces per season

LG

27000pieces per season

Bluestar

25200pieces per season.

Videocon

15000pieces per season.

Haier

7800pieces per season.

37

8.

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 1 st preference to brand name were around 42%
and who went for Features were 22% and people who gave their 1 st Preference to
price were 28% dealers communication & Design constituted respectively for 2% &
6%. This can easily be understood by the fig 2.3.

Fig 2.3
9. 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

38

Fig 2.4
fig 2.4
10. When customers mostly visit showroom for buying AC?
Question 9 & 10 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

Fig 2.5
11. 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%.

39

Fig 2.6
12. 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

Fig 2.7

40

FINDINGS

FROM THE

CONSUMER
QUESTIONNAIRE

41

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.
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.

Fig 1.1
2) Second question is How do you make your purchase decisions?

42

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.

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

Fig 1.3
4) On which of the following parameters you make your purchase decision?
(Rank them according to your preference)
a) Price

d) Brand name

b) product
e) Packaging

c) Quality
f) Features

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

43

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
1
2
3
4
5
6

Price
46
22
18
10
0
4

Product
6
10
16
8
58
2

Quality
22
14
38
20
4
2

Brand name
24
44
10
14
6
2

Fig 1.4

Fig 1.5

44

Packaging
0
1
2
1
6
90

features
2
9
16
47
26
0

Fig 1.6

Fig
1.7

45

Fig 1.8

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
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

46

Fig 1.10

8) Please rate the following brands of TV 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 TV 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.

Fig 2.0

47

9) 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.

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 Asansol and Durgapur Samsung enjoys an awareness of over
95% and a positive opinion of around 80% in the area today.

48

Fig 2.2

ANALYSIS OF SALES DATA

49

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
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.

50

Least Squares trend Method

Fitting of straight line trend by the method of least squares

Year
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009

Sales
(Y)
13094724
16639749
22810293
27230939
24419589
30518256
42321852
50911164
61848945
63479833
y= 353275344

Deviation From2004
(X) 0.5
-4.5
-3.5
-2.5
-1.5
-0.5
0.5
1.5
2.5
3.5
4.5
X = 0

XY

X2

-58926258
-58239122
-57025733
-40846409
-12209795
15259128
63482778
127277910
216471308
285659249
XY= 480903057

20.25
12.25
6.25
2.25
0.25
0.25
2.25
6.25
12.25
20.25
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
: 35327534.4 + 5829127.96 (5.5)
= 35327534.4 + 32060203.79
= 67387738.19 $
Thus the estimated earnings for the year 2010 are $67387738.19
51

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 Spearmans rank correlation
Analysis by the Charles Spearmans rank correlation Method
Brand
Name

Sales in
Pieces
2nd
6192
3rd
5676

Samsung
LG
Sony

1st

4th
2580

Videocon
Haier

6708

5th

1032

Quality

Design

Features

After sales
Services

Price

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 which the two set of
ranking are similar or dissimilar. This coefficient is determined as under.

52

The Charles Spearmans rank correlation Formula:

sr =1-[ 6d
i 2]
n(n2-1)

Eque 4.2

Solution: Quality measure

Brand Name

Ranks

Quality

d2

Samsung

LG

Sony

-1

Videocon

Haier

16

n=5

d2 30

Substituting the values in Equ. 4.2

=

1-

6x30
5(25-4)

- 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.

Design measures
Brand Name

Ranks

Design

d2

Samsung

-1

LG

-1

Sony

-2

Videocon

Haier

n=5

Substituting the values in the Equ 4.2

1-

d2 10

53

6x10

5x24

= -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

d2

Samsung

LG

Sony

Videocon

Haier

n=5

d2 =15

Substituting the values in the Eque 4.2

=
1-

6x15
5x24

= 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
54

Brand Name

Ranks

d2

Samsung

-2

LG

Sony

-4

16

Videocon

Haier

Features

n=5

d2 =24

Substituting the values in the Equ 4.2

= 1-

6x24
5x24

= -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.

After Sales Service measure

Brand Name

Ranks

d2

After sales
service
Samsung

-3

LG

-2

Sony

-3

Videocon

-1

Haier

n=5

d2 =24

Substituting the values in the Equ 4.2

55

= 1-

6x24
5x24

= -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.

56

FINDINGS

57

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 Asansol and Durgapur - Muchipara, Burnpur,
Chanda & Steel Township have different perception about Different segments
of TV& 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 Asansol Town, Benachity and City Center are geeting high
profile people.
9. The markets of Chanda, Aara, Kajora are the low end markets.
10. The percentage of premium end customers in Asansol and Durgapur is around
90% as compared to of 30% in the surrounding area of Asansol and Durgapur
like Nachan, Aara, Muchipara, Chanda etc.
11. Low end markets of Chanda and Muchipara have very less market for 1.5 & 2
ton Air conditioners.
12. The retailers at Benachity in Durgapur 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.
58

14. In TV 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.

59

LIMITATION

LIMITATIONS OF THE STUDY

60

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 Asansol and Durgapur.
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.

Its all about the future predictions and future is unsuitable.

61

SUGGESTION

SUGGESTION
62

 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.

63

CONCLUSION

CONCLUSION

64

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 days 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.

65

REFERENCES

REFERENCES
66

Marketing Management: by Philip Kotler.

C.R Kothari Research Methodology Methods and Techniques.

Hair/ Bush/ Ortinau (2009). Marketing Research.

Naresh K. Malhotra (2009), Marketing Research- An Applied Oriented.

ICFAI Journal of Marketing Management, The ICFAI University Press, Vol.V,

No.1

ICFAI Journal of Marketing Research, the ICFAI University Press

www.Samsung.com

www.sony.co.in

www.haier.com

www.lgindia.com

www.lg.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

En.wikipedia.org

67

Questionnaire on TV
Q1.

Which of the following brands of TV, 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
21
29
LCD
PLASMA
Q3.

Samsung

LG

Haier

Sony

Videocon

Which are the two highest selling models of each company in TV & their
prices?
Samsung -
LG

Haier

Videocon -
Any other -
Q4.

To what extents, following brands of TV are preferred by customers?

(Mark the appropriate preference level by ticking against respective brand)

Brands
Very High
High
Low
Very Low
Nil
LG
Samsung
Haier
Videocon
Sony
Q5. What is the price band for which the customer looks for while making
purchase decision?
Segment

Brand

Price
68

15

21

29

LCD

...

Plasma

Q6. What is the expected percentage of customers who are willing to pay?
Premium

Low-end

..

Q7. What is the annual estimated sale of TV?

Brand

Amount

o Samsung

..

o L.G

..

o Videocon

..

o Sony

..

o Haier

..

Q8. At which visit, customer generally finalize his/her decision for buying a TV?
a) At Fist Visit

c) At Third Visit

b) At Second Visit

d) Any Other (Please Specify)

_____

Q9.

Does customer come with prior knowledge/information about particulars

brands of TV?

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)

___________________________

Q10. When customers mostly visit showroom for buying TV?

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a) During Exchange Offer

c) During discount Offer

b) During Gift Option Offer

d) Any Other (Please Specify)_________

Q13. What is the most acceptable size in TV now days?

a) 14inch
LCD

26

32

40

46

52

b) 21inch
PLASMA

42
50

d) Any Other (Please Specify)

29 inch

___________________________

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

LG

Samsung Haier

Complaints
Bad Picture
quality
Problem with
Picture tube
High Electricity
Consumption
Fading of Colour

70

Videocon Sony

Q16. Which Brand you Recommend and why?

PERSONAL PROFILE
Dealers Name: ____________________________
Address:

____________________________

Ph. No.:-

____________________________

Date:

Sign/

Stamp

Questionnaire on A.C
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

Haier

W/S

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-
71

Any other-
Q4.To what extents, following brands of AC are preferred by customers?
(Mark the appropriate preference level by ticking against respective brand)
Brands
LG
Samsung
Hiear
Videocon
BlueStar

Very High

High

Low

Very Low

Nil

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

..
72

Q9.

o Videocon

..

o BlueStar

..

o Haier

..

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
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)

___________________________

73

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

)_________
Q13. What is the most acceptable size in AC now days?
b) 1Tone

b) 1.5Tone

d) Any Other (Please Specify)

c) 2 Tone

___________________________

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

LG

Samsung

Haier

Videocon Blue Star

Complaints
Bad cooling quality
Problem with Noise
High Electricity
Consumption
Cost of
Maintenance
Q16. Which Brand you Recommend and why?

PERSONAL PROFILE
74

Dealers Name: ____________________________

Address:

____________________________
_____________________________

Ph. No.:-

____________________________

Date:
Sign/ Stamp

QUESTIONNAIRE FOR CONSUMER

Q1. Which of the following deal in consumer Durables?
a) Samsung

b) Sony
c) L.G

75

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

d) Brand name

b) product
e) Packaging

c) Quality
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 TV on the scale of 1 to 5?

Where 1 means poor service and 5 means excellent service
Sony

Samsung

Haier

Videocon

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

76

LG

Bluestar

Samsun
g

Haier

LG
Videoco
n

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).

77