TABLE OF CONTENT CONTENTS

Introduction

Introduction
Scope of the study
Importance of the study
Objective of the study

About the company

Brief history of LG
Brief history of Samsung
Research Methodology.
Research Design
Sampling
Data collection methods

Limitation

Finding & Recommendations...

Suggestion
Conclusion
Bibliography

INTRODUCTION
Consumers expect electrical household appliances to be safe, for themselves,
their children and the older members of their families.
Individual consumption expenditure by households covers the actual and
imputed final consumption expenditure incurred by households on the goods
and services they require to satisfy their individual needs and wants.
The White Goods organization is part of a major group of companies that
sells electrical appliances in industrial, commercial and domestic markets. At
the time the events in this case took place, it was not a company in its own
right but a division of a larger organization called Complete Energy
Systems. The division dealt only with the domestic market (households) and
two other divisions dealt respectively with industrial and commercial
markets. The case appears in two parts, both dealing with a proposed
reorganization. The first part sets the scene by describing the situation that
led up to the proposed reorganization and part two describes management
proposals for the reorganization itself and the reactions of groups of staff and
individuals to the proposals.
It is important to stress that while a trade union plays a prominent part in
events, this is not a case study in industrial relations. Therefore, while
reactions to managements proposals largely surfaced through the trade
union, it is the reactions themselves on which you should focus your
attention, rather than the industrial relations aspects. Like most industrial
relations

issues

involving

negotiation,

managements motives

and

considerations were largely unknown to the trade union, which had to deal
2

with the information provided by management at face value. Nor was

management privy to a great deal of what went on behind the scenes
between the trade union and its members. Therefore, unless the case
explicitly states that something was revealed by one party to the other, you
should assume that it was known only to the party concerned.
Heavy

consumer

durables

such

as

air

conditioners,

refrigerators, stoves, etc., which used to be painted only in

white enamel finish. Despite their availability in varied colors
now, they are still called white goods. See also brown goods.
LG and Samsung both are big white goods product
manufacturing companies from South Korea. Both are
equally strong, global companies, and more or less with
equal presence in Indian market.
A major appliance, or domestic appliance, is usually defined as a large
machine which accomplishes some routine housekeeping task, which
includes purposes such as cooking, food preservation, or cleaning, whether
in a household, institutional, commercial or industrial setting. An appliance
is differentiated from a plumbing fixture because it uses an energy input for
its operation other than water, generally using electricity or natural
gas/propane. An object run by a watermill would also be considered an
appliance. The term white goods or white ware is also used for these items,
primarily where British English is spoken, although definitions for the term
"white goods" can differ. In the United States, the term white goods more
commonly refers to linens rather than appliances.
Major appliances are differentiated from small appliances because they are
large, difficult to move, and generally fixed in place to some extent. They
3

are often considered fixtures and part of real estate and as such they are
often supplied to tenants as part of otherwise unfurnished rental properties.
Another frequent characteristic of major appliances is that they may have
substantial electricity requirements that necessitate special electrical wiring
to supply higher current than standard electrical outlets can deliver. This
limits where they can be placed in a home.
Major appliances have become more technically complex from the control
side recently with the introduction of the various Energy Labelling rules
across the world. This has meant that the appliances have been forced to
become more and more efficient leading to more accurate controllers in
order to meet the regulations.

SCOPE OF THE STUDY

The electrical goods are those goods which already exist in the market.
Because without it, it is not possible that anybody can survive with his/her
life. We define scope of Mathura region. Scope is a very broad term. The
customers purchase the electrical appliances through market, exhibition, and
showroom for fulfillment of needs.
This report analyzes the markets for Electric Household Appliances in
Thousand Units by the following Segments: Major Electric Household
Appliances (Compactors, Dishwashers, Disposers, Dryers, Freezers,
Microwave Ovens, Range Hoods, Electric Ranges, Refrigerators, Vacuum
Cleaners, Washing Machines, Water Heater (Electric), Room ACs, & Other
Major Electric Household Appliances), and Small Electric Household
Appliances (Blenders, Bread Makers, Broilers, Can Openers (electric),
Coffee Makers, Electric Knives, Food Choppers, Food Processors, Irons,
Mixers, Toaster Ovens, Toasters, Waffle Irons, & Miscellaneous Small
Electric

Household

Appliances).

The

report

provides

separate

comprehensive analytics for the Mathura.

This report is prepared in Mathura region with the help of owner and
customer. It defines the marketing strategy (product, price, place, promotion)
of LG with Samsung.

IMPORTANCE OF THE STUDY

To know the position of LG and Samsung in the market and to gauge the
impact of market strategy vis--vis consumer durables in Mathura region.
Till the early nineties in the area of marketing whole effort was focused on
fine tuning the four Ps: product, price, place and promotion. It was only
in the early nineties that a few marketers began realizing that companies
basically existed to serve consumers - and that the consumer did not exist
merely to buy a company's products.
LG and Samsung both are big white goods product manufacturing
companies from South Korea. Both are equally strong, global companies,
and more or less with equal presence in Indian market. So it will be quite
rational to compare these two brands.

ISSUES TO BE ADDRESSED:
What are the factors that affect the consumer satisfaction?
Determining the factors affecting the consumer satisfaction.
What is the magnitude of those factors regarding the consumer
satisfaction?

RESEARCH PROJECT AIMS:

The overall purpose of this work is to analyze the level of
satisfaction of consumer of LG and Samsung.
To develop insight about the factors involved in consumer
satisfaction related to white goods product in the transition phase of
globalization.

OBJECTIVE OF STUDY
The research will provide an invaluable opportunity to conduct a research
and practicing the theoretical knowledge while pursuing BBA and
examining them against the ground realities.
I am HR, Marketing specialization student it will provide me an
opportunity to gain first hand information in depth knowledge about
consumer behavior and issues related to comparative study.
I am concentrating on developing questionnaire and retrieving information.
Apart from it I also collect secondary data, mainly taken from journals,
newspapers and Internet will also be taken into account for this research.

PROFESSIONAL OBJECTIVE:
This Dissertation project is a study of consumer satisfaction
in white goods products of LG and Samsung will be based on
the comparison between LG and Samsung consumer
satisfaction.
What are the factors that affect the consumer satisfaction?
Determining the factors affecting the consumer satisfaction.
What is the magnitude of those factors regarding the consumer
satisfaction?

PERSONAL OBJECTIVE:
Personal objectives in this project are to gain experience of working in the
market and interacting with people and knowing their views as consumer.
Enhancing the indirect learning about the market and consumer behaviour is
another objective which will be helpful further in future in the field of
marketing.

CONSUMER DURABLE PRODUCTS

REFRIGERATOR

WASHING MACHINE

LCD TV

BRIEF HISTORY OF LG

LG INDIA PVT.LTD
LG Electronics India Pvt. Ltd., a wholly owned subsidiary of LG
Electronics, South Korea was established in January, 1997 after clearance
from the Foreign Investment Promotion Board (FIPB).
The trend of beating industry norms started with the fastest ever-nationwide
launch by LG in a period of 4 and 1/2 months with the commencement of
operations in May 1997. LG set up a state-of-the art manufacturing facility
9

at Greater Noida, near Delhi, in 1998, with an investment of Rs 500 Crores.

This facility manufactured Colour Televisions, Washing Machines, AirConditioners and Microwave Ovens. During the year 2001, LG also
commenced the home production for its eco-friendly Refrigerators and
established its assembly line for its PC Monitors at its Greater Noida
manufacturing unit. The beginning of 2003 saw the roll out of the first
locally manufactured Direct Cool Refrigerator from the plant at Greater
Noida.
In 2004, LGEIL also up its second Greenfield manufacturing unit in Pune,
Maharashtra that commences operations in October this year. Covering over
50 acres, the facility manufactures Color Televisions, Air Conditioners,
Refrigerators, Washing Machines Microwave Ovens Color Monitors and
GSM phone. The Greater Noida manufacturing unit line has been designed
with the latest technologies at par with international standards at Korea and
is one of the most Eco-friendly units amongst all LG manufacturing plants in
the world. LG has been able to craft out in eight years, a premium brand
positioning in the Indian market and is today the most preferred brand in the
segment. Various studies have shown that the consumer is well informed on
the health awareness front.
LG was one of the first companies who recognized the emerging change in
consumer needs and decided to differentiate their products on the basis of
technology which appealed to the consumer on the basis of health benefits.
Its vision was to become a 'Health Partner' for its consumers worldwide and
therefore formulated its corporate philosophy to make peoples' lives better,
convenient and healthier. The CTV range offered by LG has 'Golden Eye'
10

technology, which senses the light levels in the room and adjusts the picture
to make it more comfortable for the eyes. The entire range of LG airconditioners have 'Health Air System', which not just cools, but keeps
pollution out. Similarly, microwave ovens have the 'Health Wave System',
refrigerators have the 'PN System', which preserve the nutrition in food and
washing machines have 'Fabricare System', which takes the health factor
down to ones clothes. All the products offered by the company have unique
technologies, developed by its R&D departments that give consumers a
healthier environment to live-in.
The year 2001 witnessed LG becoming the fastest growing company in the
consumer electronics, home appliances and computer peripherals industry.
The company had till the month of October 2001 achieved a cumulative
turnover of Rs 5000 Crores in India since its inception in 1997, making it the
fastest ever Rs 5000 Crores clocked by any company in the Indian consumer
electronics and home appliances industry. Having achieved this milestone,
LG achieved another benchmark with the first ever sales of One lakh ACs
(Windows and Splits) in a calendar year.
In Colour Televisions having set the sales target of one million units of
Color Televisions for 2002, LG has already achieved the one million mark in
the month ahead of its target. In 2003, LG has emerged as the leader in
Colour Televisions, Semi Automatic Washing Machines, Air Conditioners,
Frost-Free Refrigerators and Microwaves Ovens. In the year 2004, LGEIL
achieved unprecedented sales efficiency both in Direct Cool and Frost Free
segment and sold more than 1 million units of refrigerators outperforming
industry expectations.

11

LG Electronics India is the fastest growing company in the consumer

electronics, home appliances and computer peripherals industry today. LG
Electronics is continually providing superior technology products & value
for money to more than 50 lakh households in India.
The company has achieved a turnover of Rs 6500 crore in 2004 and aims to
touch a turnover of 10 Billion US Dollars by 2010 and commands an
enviable position in the GSM mobile phone market. It has already started
manufacturing of GSM phones in its plant at Pune.
LG India has also been taking on a slew of initiatives as a part of Corporate
Social Responsibility. LGEIL is proud to have adopted about 24 villages
around our Greater Noida facility. LG extends Free Medical Care, which
comprises of free checkups and a free distribution of medicines on a daily
basis. LGEIL is also generating self-employment opportunities for the
people in the form of tailoring, knitting etc. in addition to all this, LG also
sends veterinary doctors regularly to these villages. Besides all this, LG
India is one of the very few companies in the country that has an internal
Energy, Environment, Safety and Health Department. This function caters to
activities like Energy Conservation, Environmental Issues, Work Place Fire
and Safety as well as Occupational Health for the benefit of the employees.

VISION OF LG INDIA PVT.LTD.

LG Electronics is pursuing the vision of becoming a true global digital
leader, attracting customers worldwide through its innovative products and
design. The companys goal is to rank among the top 3 consumer electronics
and telecommunications companies in the world by 2010. To achieve this,

12

we have embraced the idea of Great Company, Great People, recognizing

that only great people can create a great company.

13

AWARDS
New Delhi, October 24th October, 2007: LG Electronics India Pvt. Ltd.
today achieved another landmark by bagging the award for excellence in
Exports of Electronic Hardware by the Electronics and Computer Software
Export promotion Council of India (ESC) .This achievement is another
feather in the cap for the company after achieving a milestone of USD 186
million in exports for calendar year 2006. This milestone has reiterated LGs
prime position not only in the domestic but the international markets as well.
The award was received by Mr. Ajay Sapra, DGM, Corporate Exim,
LGEIL and Mr.Jatin Madan, AGM, Exports, LGEIL, on behalf of LG
on 24th October, 2007 at a function held at Hall Kamal Mahal, Hotel
Maurya Sheraton, Sardar Patel Marg, New Delhi. Shri A. Raja, Union
Minister for IT and Communications presented the Awards.
LG has emerged as top player in Consumer Electronics Exports and is
exporting a range of products primarily to the highly competitive markets of
Middle East, Asia and Africa. The award was given to LG for its excellent
exports performance in Consumer Electronics (CTV, Monitors, GSM,
Personal Computers and ODD) during the financial year 2005-2006.
During this period, LG achieved exports worth USD 133 Million defined
product categories.

14

QUALITY INNOVATION
The policy of quality assurance is to provide customers with utmost
satisfaction by supplying zero defects.

LG proceeds in a hierarchal manner. It is named as LG WAY.

From top to bottom:
No.1 LG is the VISION
Jeong-DO Management is LGs unique application to ethics. LG will
succeed through fair management practices and constantly developing our
business skill.
a) Honest with our customer
b) Providing great values to customer through constant innovation & and
development.
c) Equal opportunities
d) Equal Treatment
Management Principle - Creating value for customer

15

CODE OF CONDUCT LG
1.

Responsibility and obligations to customers :

Respect for Customers
Creating Value
Providing Value

2 Fair competition
Pursuit of Free Competition
Compliance with Laws and Regulations
3

Fair Transaction :
Equal Opportunity
Fair Transaction Procedure
Support and Aid for Business Partners

Basic Ethics for Employees

Basic Ethics
Completion of Duty
Self Development
Fairness in Performance
Avoidance of conflict with company interest

Corporate Responsibilities to employees

Respect for human dignity
Fair Treatment
Promoting Creativity

6 Responsibilities to society and country

Rational Business Development
Protection of stock holder interest
Contribution to social development
16

 Environmental Conservation

LG INDIA:
LG Electronics India Pvt. Ltd., a wholly owned subsidiary of LG
Electronics, South Korea was established in January 1997 after clearance
from the Foreign Investment Promotion Board (FIPB). LG set up a state-ofthe art manufacturing facility at Greater Noida, near Delhi, in 1998, with
an investment of Rs 500 Crores.
LG corporate office is located at Plot no.51, Udyog Vihar, Kasna, Road,
Greater Noida, India.
This facility manufactured Color Televisions, Washing Machines, AirConditioners and Microwave Ovens.
''Company is setting up a chain of exclusive premium showrooms. LG plans
to launch 60 premium Brand Shoppes by the end of the first quarter of this
year. At present, LG has a total of 83 LG stores across the country, of which
45 are shoppes and 38 are exclusive stores. Brand shoppes will be placed in
the premium segment and the target audience will comprise buyers
interested in premium and high end products.
LG Brand Shoppe goes beyond the concept of a normal exclusive store by
having a more interactive environment and additional lifestyle orientation on
display so that the customer can actually experience the LG products in his
or her own home settings.
LG Electronics India Ltd (LGEIL), consumer durables leader with 27%
market share, is planning a brand new image. To attract inspirational and

17

young consumers across India, company will roll out a new marketing
strategy. The exercise will cost the company Rs 360 crore.
LG Electronics India is the fastest growing company in the consumer
electronics, home appliances, and computer peripherals industry today.
LG Electronics is continually providing, superior technology products &
value for money to more than 50 lakh households in India. LGEIL is
celebrating the 11th anniversary this year.
LG Soft India the innovation wing of LG Electronics in Bangalore is LG
Electronics' largest R&D centre outside Korea. We at LGSI focus on niche
technology areas such as mobile application development, digital video
broadcast and biometrics software and support LG Electronics with our
expertise. Motivated by a passion for technology, a strong work culture and
loyalty to the organization, we are determined to see LG become one of the
top three brands globally.
Prominent consumer electronic company, LG Electronics Inc. has said that it
expects the sale of its products in India to up by 15 per cent in 2008. Moon
Bum Shin, managing director of LG Electronics India has said that the
company has earmarked 4.8 billion rupees for investment purpose in India
this year. The said money will be used to market as well as manufacture new
products.
LG Electronics, which is originally a South Korean Company with branch in
India, informed that its sales of GSM mobile phones, color televisions, air
conditioners and other household goods in the Indian market was to the tune
of 95 billion rupees ($2.4 billion) in 2007. As per Shin's estimate, the sales
in 2008 would be around 110 billion rupees.
18

BRIEF HISTORY OF SAMSUNG

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.
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 are located at Noida, near Delhi.
Samsung Made in India products like Colour Televisions, Colour Monitors
19

and Refrigerators are 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.
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 Headquarter.

MANUFACTURING:
Samsungs state of the art highly automated manufacturing facilities are
located at the Companys sprawling Noida Complex. Enjoying the Number
1 position amongst all Samsung subsidiaries in terms of productivity and
having been ranked as the subsidiary with the Best Quality System,
Samsung India prides itself for its Manufacturing Value Innovation.

20

The manufacturing capacities of the Samsung products manufactured in

India (as of Year 2004) are:
PRODUCT

CAPACITY DETAILS

CTV

1.5 million

Curved & Flat TVs

Colour Monitor

1.5 million

CRT & TFT LCD Monitor

Refrigerator

0.6 million

Frost-free and Conventional Refrigerators

Washing Machine 0.5 million

Fully Automatic and Semi Automatic

AC

Window and Split ACs

0.4 million

Samsung India is working with and contributing to the development of the

domestic component industry in the country. The Company is working with
its partners to improve their product quality and processes. Thus, Samsung
vendors are sent to different Samsung subsidiaries to meet the Samsung
overseas vendors in order to benchmark their own processes. Samsung is
also training its vendors on eco-partnership so that the components
manufactured by them are eco friendly as per ROHS norms.

VISION OF SAMSUNG INDIA PVT. LTD.

21

The vision of SAMSUNG Electronics is "Leading the Digital Convergence

Revolution" and our mission to carry out this vision is "Digital- Company.
There are two requirements for being "Digital- Company", and the first is
clearly about being "Digital" producing not just digital products, but
products that inspire digital integration across our entire company. The
second part of being a "" is to use - Processes connecting R&D,
production, and marketing to customers, partners, and the market-disciplined
approach is the way we bring value to every part of our supply chain,
including products data and customer relationship through Enterprise
Resource Planning (ERP).
SAMSUNG Electronics will network core components such as memory
chips, system-LSI and LCDs as well as A/V, computers, telecommunication
devices, home appliances and other stand-alone products into a total solution
of digital convergence era.

AWARDS
Manufacturing Value Innovation Gold Award for Productivity, Cost,
Speed at the Visual Display Plant November 2004.
Management Innovation Award December 2004
Samsung Quality Award November 2004 for Colour Television &
Colour Monitor Plants
Samsung Innovation Award November 2004 for Refrigerator Plants.

22

LG V/S SAMSUNG

COMMUNICATION STRATEGY OF LG

- Tag line Lifes Good.

- Brand ambassador Abhishek Bachchan.
- LG positioned itself as an Indian brand. They are hitting the
emotional attributes of Indian consumer.
- The warmth and affection that a brand showers upon its
target audience will be reciprocated.
For Television market they are using child, because child
plays the role of influencer in purchase of TV sets.

23

 LG home appliances communication message is totally

based on health message like Golden eye technology and
Intello.
They want to position the brand as being young, vibrant and
premium. So they picked Abhishek as he portrays Indian
values.

COMMUNICATIONSTRATEGY OF
SAMSUNG
Tag line Everyone's Invited or Its hard to Imagine
Brand ambassador Amir Khan.
- Samsung the second market in home appliances in India.
- Brand communication message Digit All Inspiration.
- They positioned themselves as a brand which offers freshness

and technology strong.

- Samsung in India signed seven cricket celebrities to cash the
image and popularity of cricket. In order to create brand
awareness, they came up with Team Samsung India. They want
to tap their target audience by offering them fresh product.

LIMITATIONS
24

Every study has certain limitations. In this study, also there were certain
limitations, which could not able to solve.
1. The research was conducted in a very small area.
2. This research work period witness the biggest ups and downs in
product sale of different brands, which affected the perception of the
customer. This was biggest drawback of my study.
3. Time factor was also important for me. I had only 25 days to complete
my research, for which a full-fledged report was insufficient for me.
4. The customer filled the questionnaire mostly in careless manner, so it
was difficult to make them hold for time.
5. Only the upper-middle class family was considered while filling up
this questionnaire, whereas an average middle class family would
have made a good choice as well for the study.
6. The sample size is also very small which represent my research on
consumer behavior.
This study doesnt reflect the customers perception and preferences
regarding the two brands in the entire nation. No region outside Mathura
was considered for the same due to the above limitations as well as lack
of movement on the part of researcher.

CONSUMER ELECTRONICS
25

OVERVIEW
The consumer electronics market is valued at $25 billion in 2006 and is
growing at a rate of 20% per annum.

PRODUCT COVERED
The consumer electronics sector can be segmented into VCD/DVD, home
theatre, music players, and color televisions (CTVs), MP3, digital cameras,
laptop etc. and white goods, such as, dish washers, air conditioners, water
heaters, washing machines, refrigerators, etc.

MAJOR PLAYERS
Before economic liberalization, there were only a few players like
Kelvinator, Godrej, Allwyn, and Voltas in the consumer durable market.
90% of the market was captured by these companies alone.
Then, after the liberalization, foreign players like LG, Sony, Samsung,
Whirlpool, Daewoo and Aiwa came into the picture. And today, these
players control major share of the consumer durable market.
Consumer electronics market is projected as shown in the graph

26

Growth
Consumer Durable/ White Goods

Growth

Air Conditioner

20-25%

Refrigerator

5-10%

Microwave Ovens

25%

Washing Machines

5-10%

Consumer Electronics (Overall)

9%

GROWTH DRIVERS
Electronic market is growing very fast because rising living standards of
individuals, easy access to consumer finance, growing consumerism,
increase in disposable income, and large variety of choice as many foreign
players are entering in the market. But, sometimes due to the presence of
large number of players in the consumer electronics market, over-supply
situation arises.
27

LEADERSHIP

Source: ORG-GFK

SAMSUNG PROFILE 2010

28

Wherever you are... in the hustle of the streets or the comfort of the
home...Samsung is part of the fabric of your life. As a global leader we are at
the forefront of change, anticipating today what our customers around the
world will want tomorrow.

29

FINANCIAL HIGHLIGHTS
AMOUNTS IN BILLIONS

WON

DOLLARS

EUROS

Net Sales*

220,120.40

172.5

124.1

Total Assets

343,811.60

294.5

205.3

Total Liabilities

212,512.90

182

126.9

Total Stockholder's Equity

131,298.60

112.5

78.4

Net Income*

17,663.80

13.8

10

FINDINGS
CUSTOMER SURVEY FINDINGS
30

Secondary supports play an important role in the customers mind and

create awareness among the customers. The secondary support
includes Demonstration, Exhibition & Even Sponsors.
1. From the survey it was found out that the majority of customers dont
buy consumer durables from exhibitions. They just visit the
exhibitions to see the co. latest model.
2. They want to buy from the showrooms or from co. showrooms. For
them service is important .Beside convenience and other factors
service is key factor.
3. Also majority of customers do not want any financing scheme for
purchasing the durables.
4. There was heavy rush on weekends so large numbers of ISDs were
appointed that day. Also the live demo calls helps in selling. Exchange
offers also generate sale.
5. Customers are also now very choosy in buying the product and it is
important for the company to make loyal customer of their brand.
6. In survey we found that LG has captured maximum market share in
every category. LG dominates CTV, LCD, and Refrigerator, and
Washing machine, category.
7. LG and Samsung have bottle neck competition in TV and REF.
category.
8. The product is well aware and it is on top of mind of customer.

RECOMMENDATIONS AND SUGGESTIONS

31

1. Exhibitions do not help to generate so much sells but they should be

conducted regularly. This helps in generating awareness regarding the
product in customers which ultimately helps in sales.
2. Also it is helps in advertising for the new products. Like in this
exhibition new LCD SCARLET was advertised. Company should
always focus on service.
3. Display share should be increased where there is less than 50% as LG
also believes that JO DIKHTA HAI WO BIKTA HAI and in
SAMSUNG AB KULKHE JEEYO INDIA
4. Company should try to improve service. No doubt the company
products have technically edge over competitors but in long run it may
hamper the companys profit.
5. Company should concentrate more on its major drivers LCD, IT, and
GSM. Branding and promotions should be done effectively as it
creates a long lasting image in the mind of customers.
Company should also cater to the needs of sub dealers as some of the
sub dealers have potential of high sales.

CONCLUSION
32

Before conclusion, it would be prudent to share the key

learning derived from this project. This has been
enumerated below as follows: The learning specific to this project has been that it provided us with a
real exposure to the market of white goods and its consumers level of
satisfaction.
People have different personalities and different attitudes and
therefore good communication is required to approach the consumers.
Gaining in-depth knowledge about the consumers behaviour and
white goods business in India as-well-as consumer loyalty.

LG Electronics & SAMSUNG Electronics Digital Appliances

Company is a global leader in the home appliance industry.
Dedicated to enhancing consumer lifestyles through its stylish and
advanced products by offering creative solutions for consumers
everyday lives.

BIBLIOGRAPHY
33

The majority of the project has been primarily our own research, findings
and endeavor. Wherever the support of the Internet and books has been
taken, the name of sites and books used are as mentioned below: C.R. Kothari - Business Research methodology
Naresh K. Malhotra - Marketing research an applied orientation (4th
edition)
Philip Kotler - Marketing Management (11th edition)
Economic Times Newspaper
Business Line Newspaper
Business world
Business today
LG magazine
SAMSUNG magazine
www.1gindia.com
www.LG.com
www.samsung.com
www.google.co.in

34

35