PUNJAB TECHNICAL UNIVERSITY, JALANDHAR PROJECT REPORT ON

COMPARATIVE MARKET ANALYSIS OF SAMSUNG ELECTRONICS VIS- A- VIS ITS COMPETITORS

Submitted in Partial Fulfillment of the Requirement for the Award of

MBA MARCH,2013
Submitted By Name of the Student University Roll No Batch Jan 2010-12 Under the Guidance of Name of Guide Designation

B-II/61, Sher Shah Suri Marg, MCIE, Mathura Road, Badarpur, New Delhi

LC -850

DECLARATION
I, Name of the Student, a bonafide student of MBA at IILM Business School, New Delhi, hereby declare that I have undergone the Internship on Topic in Name of the Company under the guidance of Name of Guide and from Date of Joining to Date of Leaving. I also declare that the present project report is based on the above internship and is my original work. The content of this project report has not been submitted to any other university or institute either in part or in full for the award of any degree, diploma or fellowship. Further, I assign the right to the College, subject to the permission from the organization concerned, use the information and contents of this project to develop cases, caselets, case leads, and papers for publication and/or for use in teaching.

Place: New Delhi Date:

Name of the Student University Roll No

Format for MBA Certificate

CERTIFICATE
Companys certificate (colored copy)

SAMPLE ACKNOWLEDGEMENT
I take this opportunity to express my gratitude to Name of the Company for providing me with an opportunity to do my training at their esteemed organization. I am thankful to all the companies with which I communicated with reference to this project. I am thankful to all the staff members of Name of the company and all others who gave me their valuable guidance, encouragement, and support in completing this project.

Name of the Student

SAMSUNG INDIA ELECTRONICS PVT LTD.

TABLE OF CONTENTS
Acknowledgement 4 1. Abstract .................. 5 2. Introduction ..6 a. Overview of the Consumer durable sector..7-8 b. Company profile..910 c. Laying the foundation to become a world class company11-12 d. Comparative analysis 1315 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.2127 6. Analysis of Dealers Questionnaire on AC2833 7. Findings from the Consumer Questionnaire3441 8. Analysis of sales Data of Samsung..4246 9. 48 10. 62 7 References 50 Findings of the Report.............47-

11. Proposed Questionnaire..51-

12. Conclusion.63

ABSTRACT

All human actions have one of these seven causes: chance, nature, compulsion, habit, reason, passion and desire. As a human being the major cause to take over this project was reason. The reason is to accomplish my task, aim, and motive of enhancing my knowledge and to know more about the consumer durable industry. Consumer durables have become inseparable in this era of modernization and thus influence even the common mens life. This is one of the fastest growing industry with an growth of about 8% every year. Invention and the launch of new technology is the most important tool of this industry. To maintain the quality of products provided to the customers the companies dealing in the consumer durable products has to undergo extensive study and research work. This project work is a small attempt to understand the dealer, retailer as well as the consumer behavior in regards to the colour television & Air conditioners and to find out the position of Samsung among its competitors. This SIP project is being conducted on Consumer durables i.e. CTV & Air conditioner for (Samsung India Electronics private limited), I am focusing on Comparative Market and consumer behavior study of consumer durables of Samsung vis--vis its competitors i.e. Sony, LG, Videocon, Haier, Bluestar. In CTV & A.C segment. For this the Survey was conducted with a set of questionnaire containing the questions which helped in obtaining the desired information from the dealers & retailers. In the next segment of study the consumers has be targeted with a set of questionnaire for the desired information. Till date around 100 dealers And Retailers were approached in the Chandigarh and its neighboring districts i.e. SAS nagar mohali, zirakpur in Patiala and Panchkulla in hariyana state. The information was obtained through questionnaire as well as by the interview method. The copy of questionnaire is being attached with this report. The method of personnel interview was also adopted for those who were unwilling to give any information in writing. At present around 50 of such interviews have been conducted keeping in mind the requirements of the survey being conducted. This report also includes the analysis of around 10 years sales data. This data with the help of Le square method is used to predict the future demand as well as the sales Of Samsung.

INTRODUCTION

A comparative marketing study of Samsung Electronics vis--vis competitors (L.G, Haier, Videocon, Bluestar, Sony ) in the area of Chandigarh and Surroundings

All progress is born of inquiry. Doubt is often better than overconfidence, for it leads to inquiry and inquiry leads to investigation Research inculcates scientific and inductive thinking and it promotes the development of logical habits of thinking and organization. Research is a common parlance refers to a search of knowledge. The advanced 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.

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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. As per a recent report by ASSOCHAM, the consumer electronics and durables sector in India is expected to grow at a CAGR of about 15 per cent and grow from Rs.34,000 crores to reach Rs 52,000 crore by 2015 fuelled by rising demand from the Indian middle class as well as growing sales through the online retail format. The study titled Emerging trends in Consumer Electronics and Durables Industry, has been released by The Associated Chamber of Commerce and Industry of India (ASSOCHAM) and focuses on consumer demand and its supporting factors. Demand for consumer electronics and durables is driven by a young demographic population, coupled with rising disposable incomes amid skilled and highly educated workforce, said Mr D.S. Rawat, secretary general, ASSOCHAM while releasing the findings of the study. Besides, low penetration levels, easy availability of finance options, growing prominence of consumer electronics retail stores, online retail industry and a robust 400 million plus Indian middle class with a comprehensive rise in level of affluence is also fuelling the demand in this industry, said Mr Rawat. As per the study, the global consumer electronics and durables industry is growing at about 10 per cent CAGR and is currently estimated at about Rs 16 lakh crore and is likely to cross Rs 21 lakh crore mark by 2015.

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As per the report, multi-national companies (MNCs) with superior technology and better quality control account for a market share about 70 per cent of the overall consumer electronics and durables market in India and maintain a strong hold on the urban middle class segment growing at about 12 to 15 per cent. As per the report, the consumer durables and electronics market in rural and semi-urban areas account for about 40 per cent of the overall market and is growing at about 30 per cent CAGR.

The cost of servicing the network is huge for any brand. The consumer is aware of the costbenefit, or value for Money aspect. Financing options are crucial in case of high-priced products. They increase the affordability for a Wider segment of population. Like in any country, the consumer durable industry in India is largely dominated by colour televisions (CTV), which account for 56% of the consumer durables industry.

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Consumer Durable Market Pie In Financial year

13

Growth of Consumer Durable Market

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Company Profile

Founded in 1938, Samsung Corporation is one of Koreas most enduring and respected corporations, having stood behind the advancement of the national economy for more than three quarters of a century. At the origin of Samsung Group, Samsung Corporation was the trading arm of the group, epitomizing its vibrancy and dynamism in the area of global trade. Its designation in 1975 as Koreas first-ever General Trading Company marked a new chapter for its overseas operation, which since then grew into a scope truly worthy of a global trader. Samsung Corporations entrepreneurship and achievement on the world scene have been a major inspiration for Koreas trading community.

In a continuing bid to expand its business area beyond the confines of international trade, in 1996, Samsung Corporation merged with Samsung Construction, and in 1997, launched into 15

the retail business. Currently, Samsung Corporation is engaged in two major business areas: trading, construction. The organization consists of two business groups, with the retail business headquarter under the trading group, and with the housing development headquarter under the construction group.

The Trading Group, currently operating from its 71 overseas offices, exports semiconductors, machinery, plants, iron & steel, chemical products and textile; and imports energy, chemical products and machinery & equipment. In addition to trading, the Group carries out a variety of other projects including overseas investment, project organizing services and energy & natural resource development projects.

The Construction Group, a provider of construction and engineering services, is also a plant builder and housing developer. To date, the group has to its credit Malaysias Petronas building, the worlds highest edifice, 452m high, boasting 92 stories aboveground; New Busan Port; Incheon Intl Airport; Ulchin Nuclear Power Plant; and Raemian and Trapalace, the apartment complexes. From energy resources to housing, each of these projects is a powerful testimony to the groups technological excellence. Last year, the group entered into a contract to build the worlds highest building, Burj Dubai.

Notably, Raemian, one of Samsungs signature apartment complexes is a remarkable triumph, hailed as new standard-setting luxury housing. The success of Raemian, topping the National Customer Satisfaction Index (NCSI) in the apartment category for eight consecutive years, has driven up our overall market share in housing development to the top of the scale as well. The Retail Business is buoyant and thriving with Samsung Plaza Bundang , a multi-feature shopping center, and Samsung Internet Shopping Mall, familiarly referred to as Samsung Mall as its two main platforms.

Laying the foundation to become a World Class Company

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Pioneering the Digital Age

2000-Present Pioneering the Digital Age

The digital age has brought revolutionary change and opportunity to global business, and Samsung has responded with advanced techno-logies, competitive products, and constant innovation.

At Samsung, we see every challenge as an opportunity and believe we are perfectly positioned as one of the world's recognized leaders in the digital technology industry. Our commitment to being the world's best has won us the No.1 global market share for 13 of our products, including semiconductors, TFT-LCDs, monitors and CDMA mobile phones. Looking forward, we're making historic advances in research and development of our overall semiconductor line, including flash memory and non-memory, custom semiconductors, DRAM and SRAM, as well as producing best-in-class LCDs, mobile phones, digital appliances, and more.

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Samsung Electronics Held the 4th Samsung Young Design Award in Italy Samsung Electronics Introduced Samsung Galaxy Tab to U.S. Market Samsung Mobile Display developed flexible AMOLED panel with four times clearer WVGA resolution Samsung Electronics honoured with 37 CES 2011 Innovation Awards Samsung Electronics launched OMNIA 7, the first Windows Phone 7 smartphone

Samsung announced that it will establish seven social enterprises over the next three years to support the underprivileged in Korea Samsung Electronics began mass producing 20nm-class, 64-gigabit 3-bit NAND flash memory Samsung Engineering won the Sabah (Malaysia) Oil & Gas Terminal Project Cheil Industries established the WPM (World Premier Materials) flexible display business unit Samsung Electronics held the WCG 2010 Samsung Euro Championship at IFA 2010 Samsung Electronics held the Samsung Mobile Solutions Forum 2010 in Taiwan Samsungs brand value was ranked No. 19 in the world by Interbrands 2010 Best Global Brands Samsung Electronics 3D LED 8000 & 7000 series TVs were selected as this years best TVs by product testing magazines Which? in UK and Test in Germany Samsung Electronics won five European EISA Awards Samsung Electronics introduced Samsung Galaxy Tab to U.S. market Samsung Electronics TV won Product of the Year Award in Russia two years in a row. Samsung Electronics qualified foundry industrys first 32nm low power High-K Metal Gate Logic Process and Design Ecosystem Samsung Electronics introduced high-speed 512GB SSD utilising new toggle-mode DDR NAND memory Samsung Electronics captured five 2010 IDEA awards 201 0 Samsung Fire and Marine Insurance entered the Chinese automobile insurance market Samsung Electronics hosts Samsung Global Developers Day for the Bada platform 18

200 9

Displayed the worlds thinnest TV (6.5mm) at CES Launched major restructuring of its businesses Cooperates in creating a foundry with Xilinx of the US Developed the worlds first 40 nanometer DRAM Announced its Blue Earth solar-powered phone Released its V-line Crystal Rose LCD TV Samsung is found No. 1 in customer loyalty for 8 years consecutively by Brand Keys of the USA Samsung Digital Imaging developed an innovative hybrid digital camera Built the worlds largest mobile phone as recorded in the Guinness Book of World Records Received a Quality Management Award in Malaysia SADI, Samsung's design school, received the most iF Concept Design Awards for its entrants Opened samsungmobile.com for its domestic customers Received an Excellence Award from ENERGY STAR of the US Released the worlds thinnest Blu-ray player Introduced Mobile WiMax into Malaysia Released the worlds first full HD camcorder with a 64GB SSD Sold more than 20 million full touch phones in shortest time ever Samsung took up a record high market share in LCD monitors Released the worlds first solar -powered mobile phone in India Released the JET, its new concept full touch screen phone Released its 120Hz 3D monitor Samsung took the No. 1 spot in the global digital sign market for the first time Sold 500,000 units of its LED TVs in 100 days since its release Opened the visual mobile era with its third generation full touch Haptic AMOLED Released the worlds first infrared video phone Became the first in the industry to acquire TCO 3.0 certification for its notebook computers Announced its Green Management strategy Began mass production of the worlds first 40 nanometer DDR3 DRAM Released the worlds thinnest watch phone Developed the worlds lowest power 1GHz mobile CPU core Opened Samsung Application Store Seller Site Attained its most awards ever at IDEA 2009 Released its strategic smart phone, the Omnia Samsung's Yuna Haptic sold 500,000 units in record time Became the first in the industry to sell more than 10 million LCD TVs in the first half of the year Samsung won the chairmanship of the 3GPP international standardization association Sold more than 5 million of its STAR full touch phones in 4 months Samsungs Application Store officially opened Released the Corby full touch phone targeted at younger users Provided the WorldSkills Calgary 2009 Competition support Installed the worlds largest video wall in the US Released the first large capacity 16kg automatic washing machine in the domestic

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market Samsung's Mondi WiMax terminal receives Best Product at the 4G Awards Entered the top 10 list in the worlds top 100 global brands Samsung was selected as one of the top 10 global businesses in responding to climate change Samsung TVs took 50% of the Iranian market Introduced its R&D master system Released the Giorgio Armani smart phone Sold more than 5 million LCD panels for notebooks per month for the first in the industry Developed a 240Hz 3D LCD panel Received the 2009 LCD TV Market Leadership Award Deploys its brand memory card business Reached the worlds first LTE terminal supply agreement Developed the worlds thinnest 3mm LED TV panel Samsung successfully tested WiMax global roaming Samsungs LED TV won TV of the Year in Britain Declared its Creative Company strategy for the next 100 years Passed 4 trillion won in operating profits for its 40th year of foundation Introduced a Creative New Employee hiring system Developed the worlds first 0.6mm 8 chip package Sold 10 million STAR phones in six months of its release Announced its open mobile platform, bada Became the first in the industry to sell more than 4 million LCD panels for TVs per month Supported the hosting of the WCG final Launched a VIP membership program Sold 50 million full touch screen phones in 2 years Samsung's printing solutions won product of the year in the US Announced bada its own smart phone platform Samsung successfully commercialised its 4th generation LTE terminal Restructured its organization and appointed Gee-Sung Choi as its new CEO Sales of Samsung Yuna Haptic phones broke the threshold of 1 million Became No. 1 in the US digital TV market for the 4th consecutive year

200 8

Named Yoon-Woo Lee as a Vice Chairman & CEO of Samsung Electronics Launched OMNIA phone Completed establishing TV manufactory in Russia Kaluga Became the official sponsor of 2010 Guangzhou Asian Game Developed the world's first 2Gb 50 NANO Samsung takes No. 1 spot in U.S. cellphone market Opened Global Brand PR Centre Samsung D'light' No.1 worldwide market share position for TVs achieved for the 9th quarter in a row

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No.1 worldwide market share position for TVs achieved for the seventh quarter in a 200 7 row Developed the world's first 30nm-class 64Gb NAND Flash memory BlackJack bestowed the Best Smart Phone award at CTIA in the U.S. Attained No.1 worldwide market share position for LCD for the sixth year in a row

Year 2006 Jan Developed the first-ever speech recognition phone Developed innovative 8-chip stacking MCP technology Posted more than $10 billion in net profit Became the worlds top three companies with the most patents, launched patentbased management

Feb

Released digital slim TV with the narrowest body depth Released the first notebook PC with embedded terrestrial DMB receiver Samsung Blueblack phone, SGH-D500, was selected as "The Best Handset" at 3GSM global conference in cannes, France First commercialization of terrestrial DMB phone in Korea Developed DDR3 DRAM Developed the first wrinkle-free steam washer

Mar

Developed the first HSDPA terminal for commercialization and ultra-high speed HSDPA system Cash payment to more than 15,000 SMEs Developed 82" TFT-LCD Developed 7 megapixel camera phone

Apr

Became the official sponsor of Chelsea, the renowned English soccer club

May

Developed the worlds first OLED for 40" TV Completed and announced standard dimension for 8 th and 9th generation LCD Panels Released the first HD class PDP TV with 10000:1 contrast ratio Began mass production of 70 nano processed 4 GB NAND flash memory 21

June

Accumulated production volume of large LCDs surpassed 100 million units Began upgrading digital audio business to the worlds top level Launched a new brand campaign with the theme of "Imagine" Released the first 5 megapixel, 3x optical zoom camera phone Began mass production of 90 nano processed 1 GB DDR2 DRAM

July Aug Sep

Released the world's first 7 mega pixel camera phone Released the world's biggest DLP TV Developed the world's first 50nm 16Gb NAND Flash Released the world's first Blue-Ray Home AV Center

Oct

Blue-black phone(SGH-600) selected as the "Mobile Choice's Phone of the Year" Developed the world's first 70nm DRAM Developed the world's fastest speed graphic DRAM(GDDR4)

Nov Dec

Developed the largest Flexible LCD Panel Received "25 iF Design (Germany) awards"

Management and board of directors

In December 2010, Samsung switched its management system from the single CEO system of last year under Choi Gee-Sung, to a two-person management team with Choi Gee-Sung, CEO and Vice Chairman, and Lee Jae-Yong, Chief Operating Officer and President. In June 2012, Samsung appointed Kwon Oh-hyun as the new CEO of the company. The team was credited as being younger both in age and in outlook, and in keeping with the new focus on youthfulness in spirit, some executives have even dyed their hair black. Samsung also reorganized its overseas marketing bases in line with changes in the market, including a combined Britain/Continental Europe regional subsidiary, and a combined China/Taiwan regional subsidiary. The company added a new digital imaging business division in 2010, and now consists of eight divisions, including the existing display, IT solutions, consumer electronics, wireless, networking, semiconductor, and LCD divisions. It also reorganized its business organization to strengthen business synergies, by merging its Digital Air Solutions Team and Samsung Electronics Gwangju (consumer electronics and air

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conditioners, merged in 2010) under the consumer electronics business division. The Set Top Boxes business was merged with the Visual Display Business Division. The company's December 2010 reorganization was as follows: Among the eight divisions, the network division and the digital imaging division experienced new appointments, while the remaining divisions were maintained in accordance with their strong results.

Chief Executive Officer, Vice Chairman: Choi Gee-Sung Chief Financial Officer: President Yoon Ju-hwa Chief Operating Officer, President: Lee Jae-Yong

The following are the names of board of directors member

Market share
Product Samsung world market share Leading competitor Market share Year

DRAM

40.4%

SK Hynix

19.8%

Q3 2010

NAND flash

40.4%

Toshiba

33.1%

Q2 2010

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Large-size LCD panels (revenue)

26.0%

LG Display

25.9%

Q3 2010

Active-matrix OLEDs

97%

LG Display

1~3%

2010

Lithium-ion batteries

18.7%

Sanyo

19.4%

Q1 2010

LCD monitors

18.0%

Dell

12.8%

2009

Hard-disk drives

9%

Western Digital

31.3%

Q1 2010

Televisions (LCD, PDP, CRT, LED)

17.2%

LG Electronics

14.8%

Q3 2009

Mobile phones

25%

Nokia

23%

Q1 2012

Digital cameras

11.8%

Sony

17.4%

2010

Application processors

12%

Texas Instruments

17%

Q3,4 2011

Major customers

Samsung's largest clients (Q1 2010)

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Rank/company

Part description

Buying (trillion KRW)

Percent of total sales

1 Sony

DRAM, NAND flash, LCD panels, etc...

1.28

3.7

2 Apple Inc.

AP (mobile processor), DRAM, NAND flash, etc...

0.9

2.6

3 Dell

DRAM, flat-panels, lithium-ion batteries, etc...

0.87

2.5

4 Hewlett-Packard

DRAM, flat-panels, lithium-ion batteries, etc...

0.76

2.2

5 Verizon Communications

Handsets, etc...

0.5

1.3

6 AT&T Inc.

Handsets, etc...

0.5

1.3

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Comparative Analysis

A comparative Analysis of Samsung Electronics vis--vis competitors (LG, Haier, Videocon, Sony, Bluestar) in Chandigarh What is comparative Analysis? In comparative Analysis we take our competitors products and make comparison through consumer with our own products. Why Comparative Analysis?

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Comparative Analysis comprises one of the most important tasks of marketing. It provides information for marketing decisions. Problems are identified and investigated further by using problem solving techniques with the objective of arriving at solution. The most important innovation in the new approach is to study simultaneously different organizational forms of business interest representation. The aim of the study is to point out the best among the Variables that are being studied. The study will also include the survey which will be targeting about 100 dealers in the area of Chandigarh. The main emphasis in the survey will be given on the sales of Samsung in comparison to its competitors in CTV & AC segment, the consumer perception about the brand will also be taken into consideration while conducting this survey. The analysis of the buying behavior in respect to AC& CTV will be another important component of my study. Buying behavior of the consumer is a study of how individuals make decisions to spend their available resources (time, money & effort) on consumption related items (what they buy, why they buy, where they buy, how often they buy and use a product or service). The heterogeneity among people across the world makes understanding consumer buying behavior an intricate and challenging task. The consumers identity, his beliefs, specific needs, attitudes and the kind of product and brand available in that product category influence his buying behavior. The marketing efforts of a firm have a profound impact on the buying decisions of customers. Therefore the attempt of my survey will be to obtain an 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 availability of adequate information about purchase alternatives (price, product functionalities) to support the decisional process.

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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 these information It will be used to revealed potential demand of each product. With the help of display tracking we will find out the highest selling product and lowest selling product in the market. It will help in taking decision during the line expansion and line pruning. 28

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. 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 global market.

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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

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Purchase pattern Brand loyalty level Current consumer durables in home What is the impression of consumer about Samsung

This questionnaire will mainly help out in reaching at the actual consumer perception of the consumers about the brand. This is done with the aim of capturing the true words and emotions of consumer, and in turn using this information to improve or developed products or to determine people attitude toward the products. 2.1 It will help company to get feedback from consumer. 2.2 It will prevent the undervaluation of competitor and we can find the strength and Weakness of our products 2.3 This will help us to stay ahead in competition. 2.4 It will encourage value creating investment. 2.5 It will help in maximizing the consistency of value creation. 2.6. Measuring performance 2.7 It will help us for market share analysis.

So I can interpret, this study is more suitable for Samsung to compete and survive in global market.

OBJECTIVE
The major objective of the study is to analyze the position of Samsung Vis--Vis its competitors and to identify weak areas and provide recommendations for the sales. The consumer durable market has grown considerably in last few years in India. With the growth, the level of competition has grown as well. Literally every day companies 31

come up with new attractive offers to grab the better share of the market. The challenge is not only to get the new customer but also to continue with the existing customers. The objective of doing the project is to: -Identify the Dealer and Consumer perception about the Samsung products with respect to its competitors in CTV & AC segment. - To suggest some differentiating strategies to stay ahead in competition in CTV& AC segment. - To identify the factor affecting the four Ps i.e. Example: What are the parameters on which consumer makes his purchase decision? Parameters O O O O O O Price Packaging Product Features Brand Name Product Quality Product Design Rank . . .. . . . Product Pricing Promotion Placement.

SCOPE OF STUDY: 32

1.

Impact of consumer durables (being taken in to the study) on the consumers, retailers, dealers.

2. 3.

Comparison of Samsung with other competitors. Research objectives set the purpose and focus of your research with the fundamental questions that will be addressed. Defining your research objectives means defining what do I need to investigate and how am I going to do it? Objectives are the single most important aspect of research design and implementation. They include individual, tangible steps that will be taken in your research. Your individual steps will revolve around a wider question or problem that you've defined.

4.

5.

6.

Often, objectives will be based on the findings of other research - taking something someone else has investigated or theorised and focusing on a specific aspect of their findings to either strengthen or challenge them. Such follow-up research involves more than repeating research that's already been done. It aims to improve the understanding of a specific topic through asking what else needs to be evidenced before the research is meaningful, or what knowledge could be garnered from a more focused investigation, or scrutiny of the existing findings.

7.

8.

Setting concrete and well-considered research objectives is imperative to ensuring that your research is going to be meaningful, and that efforts aren't wasted on objectives that don't make sense or are impractical. With survey methods for example, each component or question must link back to your defined objectives and thus research design, otherwise you may find your research is faulty beyond repair (Belson, 1986). Worse still, after conducting your research you may realise that the data you collected isn't relevant to your hypothesis. A particular tripping-point at the research-design (or objective setting) step is inadequately assessing the required scope. Again I'll use the survey method example. In the case that your researchscope (e.g. questions) is too broad, you'll need to ask a large number of questions, which has many associated problems. Furthermore, your 33

9.

10. 11.

findings may also be too broad to conclude anything meaningful or to sculpt into a convincing argument.

12.

In the case that your research-scope is too narrow, you may find you haven't explored the subject adequately, and once again meaningful information may be lacking (Rea and Parker, 1992). When writing down objectives you should clearly define exactly what you want to achieve with your each step or objective. This means writing down exactly what questions will be answered or what information gathered. For each objective you should also rationalise why you need to answer those specific questions or gather that specific information - ensuring each relates directly to your initial problem or question. Deciding how to go about your research is another important step that's involved in both your objective-setting and study design. You need to consider is what the best means of fullfilling your objectives and collecting the required information - face to face interviews, surveys, case studies, analysis of other research, observation, experiments.

13.

14.

15.

What Are Research Objectives: 1. Ask yourself if your objectives clearly outline specific steps that you will implement? 2. Ask yourself if your objectives clearly outline what information will come from those steps, and if they directly relate to your research question. 3. Define five or six key objectives that you will fulfill, e.g I will gather information on _____. 4. Define the steps of exactly how you will achieve each objective, e.g I will conduct survey interviews with ____. 5. Define exactly how each objective relates to your question. 6. Type your definitions, and your research question/thesis statement, print them, then leave them for half a day. 7. Come back and individually read, think about, and refine your question, key objectives, steps, and objective rationales. Rinse and repeat.

METHODS OF COLLECTING DATA AND THEIR SOURCES: 34

Secondary Data: The secondary data for the project is collected from websites. The other data was collected from the offer document and informal discussion with company members. References are also taken from search engines. Primary Data The primary data is collected by interviewing the concerned persons. Dealers Questionnaire, Consumer Questionnaire is prepared to collect the data and this data will be analyzed for studying the position of Samsung in comparison to that of its competitors i.e. Sony .L.G. Haier, Videocon, Bluestar,

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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. The purpose of research is to discover answers to questions through the application of scientific Procedures. The main aim of research is to find out the truth which is hidden and which has not been discovered as yet. Though each research study has its own specific purpose, we may think of research objectives as falling into a number of following broad groupings: 1. To gain familiarity with a phenomenon or to achieve new insights into it (studies with this object in view are termed as exploratory or formulative research studies); 2. To portray accurately the characteristics of a particular individual, situation or a group (studies with this object in view are known as descriptive research studies); 3. To determine the frequency with which something occurs or with which it is associated with something else (studies with this object in view are known as diagnostic research studies); 3. To test a hypothesis of a causal relationship between variables (such studies are known as hypothesis-testing research studies).

a. Research process:

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Exploratory research study A research design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure. My research is comparative in nature.

b. Method of Data collection: In order to study the consumer perception regarding the uses of Samsung Products with respect to other companies in Chandigarh both primary and secondary data will be collected. The study proposed to collect Primary data through questionnaire using survey method. So as to give a precise, accurate, realistic and relevant data. The secondary data as it has always been important for the completion of any report provides a reliable, suitable, equate and specific knowledge. The data will collect from various magazines, fact sheets newspapers and websites published by the company.

c. Sampling Technique: The study proposed to use convenience sampling.

d. Sample Area:

In order to make a comparative analysis study the consumer

perception as well as dealer & retailers perception of Samsung products with respect to its competitor, the data for the study has been collected through a survey of Dealers/Retailers of Chandigarh and surroundings.

Sources of Data
37

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. Questionnaires constitute the, most prevalent method of information collection among the communication methods used. Both structured and unstructured questionnaire are in use in marketing research. The unit discusses various issues regarding questionnaire, their types as well as the steps in designing a questionnaire. A sample questionnaire is also included to familiarize you with the structure and design of questionnaire. A questionnaire is a standardized format of data. Collection. It is normally used when the data is collected from a large population about their awareness, attitudes, opinions, past and present behavior. While there is no standard procedure to construct a questionnaire, the problem, situation and experience of the researcher greatly influence the process. The respondents may be asked questions without any formal questionnaire or with a pre-planned properly framed questionnaire. There could be a number of variations in the use of questionnaire method of data collection. They could vary in terms of its `format' and also in terms of the way it is `administered'. The main demerits of this method include low rate of return of the duly filled questionnaires. It can be used only when respondents are literate and cooperating. The control over questionnaire may be lost once it is sent. There is inbuilt inflexibility because of the difficulty of amending the approach once questionnaires have been dispatched. There is also the possibility of ambiguous replies or omission of replies 60 altogether to certain questions, interpretation of omissions is difficult. It is difficult to know whether willing respondents are truly representative Secondary data Offer documents, fact sheets, news papers, magazines published from time to time and Internet, Company sources.

38

ANALYSIS QUESTIONNAIRE

OF

THE

DEALERS

FOR (CTV)
For this purpose I conducted a survey with the sample size of 100. This sample includes the dealers and the retailers in the area of Chandigarh and surroundings. The questionnaire having 16 questions was prepared to obtain the desired information and the method of personnel interview was also adopted for those dealers who were not interested in filling the questionnaire and the data got is then analyzed and following are the results for the same.
The starting of my questionnaire with the question :1.Which of the following brands of CTV, you are dealing in? This question mainly gives the idea that how many dealers and the retailers are dealing in single and multiple brands Fig 1.0 shows that out of 100 dealers and retailers who were part of survey in Chandigarh and surroundings where 38 were dealing in the single brand only and the others were dealing in multiple brands.

39

Dealers Ratio

Single brand 38%

singleBrand multiple Brand

Multiple brand 62%

Fig 1.0 16. 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.

40

Average Proportion of Display at each Store 7% 20% 54% 5% 14%

15 Inch 21Inch 29 Inch LCD PLASMA

Fig 1.1 This question also bought up an idea that lower end markets have more proportion of 15, 21 inch display as compared to that of high end market.

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

The highest selling Models

Samsung LG Haier Videocon Sony 21inch Plano- z30 , Z43 21inch Flatron -21FD 2RG- TX, 21FC8RG-AX 21inch Platron- 21F2A, 21F9D 21inch Challenger21inch KVHM213 M80, KVFA 21M 83

41

4.To what extents, following brands of CTV are preferred by customers? This question was mainly asked to have an overview of how the customer responds to a particular brand and the results are shown in the fig 1.2

Customer brand prefrence in 21 inch

40% 35% 30% 25% 20% 15% 10% 5% 0% Samsung Sony LG Videocon Haier

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

42

Customer Prefrence for Brand

12% 22%

8%

26% 32%

Samsung Sony LG Videocon Haier

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

Brand

Price range

15 inch 21inch 29inch LCD PLASMA

Videocon Samsung/LG Sony/Samsung Samsung Samsung/LG

5000 9000 15000 40000 55000

43

7. What is the expected percentage of customers who are willing to pay? With the survey and then the analysis of the data concludes that in the high end markets like of Sector 22, 24, 34, 17, the ratio of premium an low end customers was 60: 40 as shown in Fig1.4 Proportion of customerss in high end markets low-end Customer 40%

Premium Customer 60%

Fig 1.4 While in the lower end markets like Naya gaon, Daddu majara, Baltana, Badial & Manimajara the proportion of Premium and low end customer is of the ratio 20:80. As shown in the fig 1.5.

Proportion of customers in Low-end markets Premium Customers 20%

Low-end Customers 80%

Fig 1.5

44

Q9 what is the annual estimated sales of CTV? After taking out the average of the low-end and premium markets the results obtained are that the average annual sales of the premium end market that comprises of 43 dealers and retailers was as under

Brand Name Samsung Sony L.G Videocon Haier

Annual average estimated sales 6192 pieces p.a 5676pieces p.a 6708pieces p.a 2580pieces p.a 1032pices p.a

Q10. At which visit, customer generally finalize his/her decision for buying a CTV? This mainly gives an overview of how customers make their purchase decision when they enter in to show room. The results of this analysis are shown in the fig 1.6 Customer Decision Index

90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 1

Visit to Show room 45

Any other

Fig 1.6 Q12. When customers mostly visit showroom for buying CTV? Question 11& 12 mainly help in predicting that which offer attracts the customer the most and the results obtained after the analysis work are shown in the fig 1.8

70% 60% 50% 40% 30% 20% 10% 0% Discount offer

Customer Visit Index

exchange offer
Fig 1.8

new features

Any other

Q13. What is the most acceptable size in CTV now days? The question mainly emphasized on bringing out the most acceptable size of CTV in each segment and thus the results obtained are shown as under.

Segment

Size

CTV LCD PLASMA

21 31 42

46

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) The major modes of promotion that influenced the customers was audio visual mode that comprises of 59% print media occupying 24% and other modes influenced them 17% this is shown in fig 1.9

Influencial modes of promotion Other Media 17%

Audio visual 59%

Print media 24%

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.

47

ANALYSIS OF THE DEALERS QUESTIONNAIRE FOR (AC)

For this purpose I conducted a survey with the sample size of 100. This sample includes the dealers and the retailers in the area of Chandigarh and surroundings. The questionnaire having 16 questions was prepared to obtain the desired information and the method of personnel interview was also adopted for those dealers who were not interested in filling the questionnaire and the data got is then analyzed and following are the results for the same.
The questionnaire with the question 1.Which of the following brands of AC, you are dealing in? This question brought the fact that how many dealers and retailers are dealing single and multiple brands of air conditioners this shown in the fig: 1.10

Dealer Ratio Multiple brand 32%

single Brand multiple brand

Single brand 68%

Fig 1.10 48

Q2 How many models do you display for each brand? In this question mainly the 1.0 ton, 1.5 ton and 2 ton capacity of both window split air conditioner category were considered and the models displayed at each counter on an average are as under:

Brand Name Capacity Samsung w/s LG w/s Bluestar w/s Videocon w/s Haier 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

Q3 which are the two highest selling models of each company in AC & their prices? Each brand has its unique image for its product thus the highest selling models for each brand also vary according to the quality features as well as demand for the products the highest selling model for the each brand are as follows

Brand Samsung LG Videocon Bluestar

Model 18QB W18G2 SB1608 WAM181YB

49

Haier

HW12DX

Q4.To what extents, following brands of AC are preferred by customers? The major brands preferred by the customers according to the options given are as follows

Brand Prefrence by customers

35% 30% 25% 20% 15% 10% 5% 0% Samsung LG Videocon Bluestar Haier

Fig 2.1

Q5. What is the price band for which the customer looks for while making purchase decision? This question mainly brought out the conclusion of which price brand generally the customer looks for when he makes his purchase decision this is explained as under.

Segment 1.0 Ton 1.5 Ton 2.0 Ton 50

Price Band 11000 16000 20000

Q7 what is the expected percentage of customers who are willing to pay. Premium, or has the Low-end customers the analysis of the data reveals that the proportion of premium customers is around 78% as compared to that of low-end customers that comprise of only 22% .

Proportion of Premium & Low-end Customers in Market Low-end customers 22%

Premium Customers 78%

Fig 2.2

Q8 what is the annual estimated sales of AC? After taking out the average of the low-end and premium markets the results obtained are that the average annual sales of the premium end market that comprises of 50 dealers and retailers was as under this analysis work constitute the limited sample size and thus may no predict the correct figures. the word season means the month of March, April, May, June.

51

Brand Name Samsung LG Bluestar Videocon Haier

Annual average estimated sales 24000 pieces per season 27000pieces per season 25200pieces per season. 15000pieces per season. 7800pieces per season.

Q9.

Please rank each of the following features from 1 to 5 on the basis of

their importance to customers This question after being analyzed brought out the conclusion that out of the total sample size people who gave their 1st preference to brand name were around 42% and who went for Features were 22% and people who gave their 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.

52

Customer Prefrence Index 2% 6%

Brand Name

42% 28%

Features Price Dealers Communication Design

22%

Fig 2.3

Q10. At which visit, customer generally finalize his/her decision for buying AC? This mainly gives an overview of how customers make their purchase decision when they enter in to show room. The results of this analysis are shown in the fig 2.4

53

Consumer Decision Index

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 1 2 Any other

Series1

Visit to Showroom Fig 2.4

Q12. When customers mostly visit showroom for buying AC? Question 11& 12 mainly help in predicting that which Promotional Techniques attracts customer the most and the results obtained after the analysis work are shown in the fig 2.5
60% 50% 40% 30% 20% 10% 0% Discount offer exchange offer Guift options Any other

Customer Visit Index

Fig 2.5 Q14. Below are different modes of promotion. Please rank following modes from 1 to 7, on the basis of their influence on customer.

54

The major modes of promotion that influence the customer were audiovisual 64%, Print media 28%, Tradeshows 8%.

70% 60% 50% 40%

Promotional Technique Index

Series1 30% 20% 10% 0% Audiovisual Print Media

Fig 2.6

Tradeshows

55

Q16. Which Brand you Recommend and why? As this was the last question the importance of this question was much more as people tried to ignore it but the information obtained from the analysis of this question are shown in the fig 2.7

Dealers Recommendation for the Brand

40% 35% 30% 25% 20% 15% 10% 5% 0% Samsung LG Bluestar Videocon Haier

Fig 2.7

56

FINDINGS

FROM

THE

CONSUMER

QUESTIONNAIRE
For this purpose I conducted a survey with the sample size of 100. This sample includes Businessman, Government employees, Private Employees and Housewives. This includes a questionnaire having 10 questions and the data got is then analyzed and following are the results for the same. 1) The first question is which of the following Brands deal in consumer durables? And as shown in the fig 1.1, the response was 100% positive

consumer durables

100% 1

Fig 1.1 2) Second question is How do you make your purchase decisions? Fig 1.2 interprets the result that 84% of the consumer makes their purchase decisions with the help of one or the other aided media. But at the same time around 16% go for unaided purchase decisions.

57

Purchase decision
16% 84% aided

aided unaided

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
Purchase pattern of consumers
22%

Individual
78%

family

58

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 e) Packaging f) Features b) product c) Quality

It tells about how many people out of the 100 consumers give more preference to the above mentioned options. The result shows that 46% of the consumers give their 1st preference to price, 6% to product,22% to quality,24% to brand name, 0% to packaging,2% to Features the graphical representation in fig 1.4, 1.5, 1.6, 1.7, 1.8, 1.9. Explains it more clearly . Parameters for purchase decision

Rating 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

Packaging 0 1 2 1 6 90

features 2 9 16 47 26 0

59

Price
50 40 30 20 10 0 1 2 3 4 5 6 7

Price

Rating

Fig 1.4

Product
80 60 40 20 0 1 2 3 4 5 6 7 Product

Rating
Fig 1.5

60

100 80 60 40 20 0 1 2 Packaging

Packaging

Rating

Fig 1.6
Quality
40 35 30 25 20 15 10 5 0 1 2 3 4 5

Quality

Rating

Fig 1.7

61

Brand nam e
50 40 30 20 10 0 1 2 3 4 5 6 7 Brand name

Rating
Fig 1.8

62

features
50 40 30 20 10 0 1 2 3 4 5 6 features

Rating

Fig 1.9

5) Which Brands of consumer durables you have been using before? 6) Which consumer durables you posses at your home presently? 7) Do you feel like shifting to some other brand or you are fully satisfied with the present one?

These three questions mainly bring out the picture how the consumers follow the trends in the industry these questions mainly emphasize on the consumer loyalty level. Out of around 100 consumers 42% continued with the same 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.

63

Consumer loyalty level

45 40 35 30 25 20 15 10 5 0 Trend in consumer durable industry

continuing with same brand

Shifted to some Planning to shift other brand

Fig 1.10
8). Please rate the following brands of CTV on the scale of 1 to 5?

This question is for those consumers who are well aware of the existing brands and have sufficient knowledge regarding each brand the consumers were asked to rate the given brands on the scale of 1to 5 on the basis of their opinion for Quality, features, Design, Screen resolution and efficiency. The results obtained for the quality rating for CTV for Sony, Samsung, LG, Haier, and Videocon. Are shown in the fig 2.0 where 32% of the consumers have rated 5 Sony on the contrary Samsung emerged as the leader in this segment with 48% of the consumers rating it on the scale of 5..

64

Consumer Rating Chart for CTV

60 Quality Rating 50 40 30 20 10 0 Sony Samsung Haier Videocon LG

Fig 2.0 Q9. Please rate the following brand of AC on the scale of 1 to 5? Where 1 mean poor service and 5 mean excellent service

this question also tested the knowledge of consumers who are well aware of the existing brands of AC and have sufficient knowledge regarding each brand the consumers were asked to rate the given brands on the scale of 1to 5 on the basis of their opinion for Quality, features, Design, Cooling effect and efficiency. The results obtained for the quality rating for AC Segment for Bluestar, Samsung, LG, Haier, and Videocon. Are shown in the fig 2.1 where 42% of the consumers have rated 5 LG on the contrary Samsung emerged as the leader in this segment with 46% of the consumers rating it maximum on the scale of 5. Followed by the other brands.

65

Consumer Rating Chart for AC

50 45 40 35 30 25 20 15 10 5 0 Samsung LG Vediocon Haier Bluestar Quality rating

Fig 2.1
10) How far you are aware about Samsung Products& what is its impression in Your mind? As shown in fig 2.2, in Chandigarh and Surroundings Samsung enjoys an awareness of over 95% and a positive opinion of around 80% in the area today.

Consumer Awareness and Openion chart

Awareness among people 95% Positive openion among people 80%

Fig 2.2

66

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.

67

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.

Least Squares trend Method

Fitting of straight line trend by the method of least squares

Year

Sales (Y)

Deviation From2001 (X) 0.5

XY

X2

1997 1998 1999 2000 2001 2002 2003 2004 2005 2006

13094724 16639749 22810293 27230939 24419589 30518256 42321852 50911164 61848945 63479833 y= 353275344

-4.5 -3.5 -2.5 -1.5 -0.5 0.5 1.5 2.5 3.5 4.5 X = 0

-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

68

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 2007 are $67387738.19

69

CORRELATION ANALYSIS

70

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 Samsung LG Sony Videocon Haier Sales in Pieces 2 6192 3rd 5676 1st 6708 4th 2580 5th 1032
nd

Quality 2 1 2 1 1

Design 3 4 3 4 3

Features 4 3 5 4 3

After sales Services 5 5 4 5 4

Price 1 2 1 2 2

Explanation: It is the technique of determining the degree of correlation between two variables incase of ordinal data where ranks are given to the different values of the Variables. The main objective of this coefficient is to determine the extent to

71

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

The Charles Spearmans rank correlation Formula: sr =1-[ 6d i 2] n(n2-1) Eque 4.2

Solution: Quality measure

Brand Name Samsung LG Sony Videocon Haier n=5

Ranks 2 3 1 4 5

Quality 2 1 2 1 1

1-

d 0 2 -1 3 4

d2

0 4 1 9 16 d2 30

Substituting the values in Equ. 4.2 = = 16x30 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.

72

Design measures

Brand Name 1Samsung

2

Ranks 2 3 1 4 5

Design 3 4 3 4 3

d -1 -1 -2 0 2

d2 1 1 4 0 4 d2 10

LG Sony Videocon Haier n=5

Substituting the values in the Equ 4.2 = 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.

73

Price measures

Brand Name Samsung LG Sony Videocon Haier n=5

Ranks 2 3 1 4 5

Price 1 2 1 2 2

d 1 1 0 2 3

d2 1 1 0 4 9 d2 =15

Substituting the values in the Eque 4.2 = 16x15 5x24

2

= 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

74

Features measure

Brand Name
Samsung LG Sony Videocon Haier n=5

Ranks
2 3 1 4 5

Features
4 3 5 4 3

d
-2 0 -4 0 2

d2 4 0 16 0 4 d2 =24

Substituting the values in the Equ 4.2 = 12

6x24 5x24
2

= -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 Samsung LG Sony Videocon Haier n=5

Ranks 2 3 1 4 5

After sales service 5 5 4 5 4

d -3 -2 -3 -1 1

d2

9 4 9 1 1 d2 =24

75

Substituting the values in the Equ 4.2 = 12

6x24 5x24
2

= -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.

FINDINGS

76

Primary data collected through questionnaire, Personnel Interviews regarding the Samsung and its competitors i.e. Sony, L.G, Videocon, Haier, bluestar And the Analysis of the data using Research Methodology Reflects the following.

1. Consumer Durables play a major role in the life of each individual. 2. The dealers are the inseparable pillar between the company and the ultimate consumer. 3. Retailers can sell any thing to the consumers if rewarded with appropriate incentives. 4. Dealers are happy keeping the single brand. 5. Retailer like keeping variety brand so as no let the consumer leave the counter until he affect sales. 6. The retailers of remote areas of Chandigarh i.e.Naya gaon, Daddomajara, baltana, Badial & Manimajara have different perception about Different segments ofCTV&A.C. 7. Retailers like to stock the most sellable models of the company rather than the display models being promoted by the company. 8. The dealers in Sector 22, 24, 34, 17. Like targeting high profile people. 9. The markets of Naya gaon, Daddomajara, baltana, Badial & Manimajara are the low end markets. 10. The percentage of premium end customers in Sector 22, 24, 34, 17, 18 is around 90% as compared to of 30% in Naya gaon, Daddomajara, baltana, Badial & Manimajara.

77

11. Low end markets of Chandigarh have very less market for 1.5 & 2 ton Air conditioners. 12. The retailers in Manimajara are in a better position to tackle consumers as compare to that of other remote areas.

13. Dealer disclosed the fact that approx 85 percent customer come with Prior knowledge of product price, features, discount offer, exchange offer only 15 percent are unknown customer. 14. In CTV segment 38 percent dealer recommend the Samsung brand, 32 percent dealer recommend LG, 18 percent recommend Videocon and 12 percent recommend the Haier.

15. AC segment: In AC segment LG got the highest recommendation 32 percent, Samsung got 31 percent, Haier got 17 percent and Videocon got the 20 percent recommendation. 16. The analysis of the sales data reflects that the sale of Samsung is increasing year after year in comparison to its competitors.

17. The ranking of the brands have the positive relation with design, price and others have the negative correlation.

78

LIMITATIONS OF THE STUDY

The Data collected from the Dealer might not be very accurate to obtain the desired information. The sample size taken is small to make a universal statement. The final conclusion can be also affected by some of the extraneous variables. Though the study represents the position of Samsung in Chandigarh. Due to small sample size, the finding may not be a true representative and it cannot be generalized. Difficulty in gathering the reasonable data Its all about the future predictions and future is unsuitable Biasness of the respondent. Lack of sufficient information Lack of the instruments to find out the reasonable outcome

79

REFERENCES
Marketing Management: by Philip Kotler C.R Kothari Research Methodology Methods And Techniques. Hair/ Bush/ Ortinau (2006). Marketing Research Naresh K. Malhotra (2006), Marketing Research- An Applied Oriented ICFAI Journal of Marketing Management, The ICFAI University Press, Vol.V, No.1, February 2007 ICFAI Journal of Marketing Research, the ICFAI University Press, No. 2, February 2007. www.Samsung.com www.sony.com www.haier.com www.lgindia.com www.videocon.com www.bluestar.com http://edweb.sdsu.edu/triton/SDBiarritz/Rubric.html www.winebusiness,com http://www.researchandmarkets.com/reports/53984/ www.marketingpower.com

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Questionnaire on CTV
PURPOSE OF STUDY I am an MBA student of IILM Business School presently pursuing my Management Research Project. Information in the questionnaire will be: Q1. Used for academic purposes only Kept strictly confidential

Which of the following brands of CTV, you are dealing in? (Please Tick)

a) LG c) Videocon f) Haier

b) Samsung d) Sony

g) Any Other (Please Specify) ________

Q2 How many models do you display for each brand? Samsung 15 21 29 LCD PLASMA Q3 which are the two highest selling models of each company in CTV & their prices? Samsung - LG - Haier - Videocon- Any other- Q4. To what extents, following brands of CTV are preferred by customers? 81 LG Haier Sony Videocon

(Mark the appropriate preference level by ticking against respective brand) Brands LG Samsung Hiear Videocon Sony Very High High Low Very Low Nil

Q5 what is the price band for which the customer looks for while making purchase decision? Segment 15 21 29 LCD Plasma Brand ... Price

Q6 is customer ready to pay premium for additional features? .. Q7 what is the expected percentage of customers who are willing to pay Premium . Low-end ..

Q8. What are the parameters on which consumer makes his purchase decision?

Parameters o Price 82

Rank ..

o Packaging o Product Features o Brand Name o Product Quality o Product Design

.. . . . .

Q9 what is the annual estimated sales of CTV? Brand o Samsung o L.G o Videocon o Sony o Haier Amount .. .. .. .. ..

Q10. At which visit, customer generally finalize his/her decision for buying a CTV? a) At Fist Visit b) At Second Visit

c) At Third Visit d) Any Other (Please Specify)

_____

Q11. Does customer come with prior knowledge/information about particulars brands of CTV? a) Yes

b) No

If yes, what types of information/knowledge, they have? a) About Discount Offer. b) About Exchange Offer. c) About New Features. d) Any Other (Please Specify)

___________________________

Q12. When customers mostly visit showroom for buying CTV? 83

a) During Exchange Offer b) During Gift Option Offer

c) During discount Offer

d) Any Other (Please Specify)_________

Q13. What is the most acceptable size in CTV now days? a) 14inch LCD 26 32 40 46 52

b) 21inch PLASMA 42

29 inch

50

d) Any Other (Please Specify)

___________________________

Q14. Below are different modes of promotion. Please rank following modes from 1 to 7, on the basis of their influence on customer. (Rank1 = high, Rank 7 = low) a) Television ________ e) Radio f) Magazines g) Internet ________ ________ ________

b) Newspapers ________ c) Pamphlets ________ d) Trade Shows ________

Q15.What different complaints are faced by you from your customer? (Mark to appropriate one)

84

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

LG

Samsung Haier

Videocon Sony

Q16. Which Brand you Recommend and why?

PERSONAL PROFILE Dealers Name: ____________________________ Address: Ph. No.:____________________________ ____________________________

Date: Stamp

Sign/

Questionnaire on A.C
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PURPOSE OF STUDY I am an MBA student of IILM Business School presently pursuing my Management Research Project. Information in the questionnaire will be: Used for academic purposes only Kept strictly confidential

Q1.Which of the following brands of AC, you are dealing in? (Please Tick) b) LG e) Videocon f) Haier

d) Samsung c) Blue star

f) Any Other (Please Specify) ________

Q2 How many models do you display for each brand? Capacity 1.0Ton 1.5Ton 2.0Ton Q3 which are the two highest selling models of each company in AC & their prices? Samsung - LG - Haier - Videocon- Any other- Q4.To what extents, following brands of AC are preferred by customers? (Mark the appropriate preference level by ticking against respective brand) Samsung W/S LG W/S Haier W/S Bluestar W/S Videocon W/S

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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 Segment 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 .. .. .. decision? Brand Price/W

Q8 what is the annual estimated sales of AC? Brand o Samsung o L.G o Videocon o BlueStar o Haier Q9. importance to customers. Rank 1= the most importance feature Rank 5=the least important feature 87 Amount .. .. .. .. ..

Please rank each of the following features from 1 to 5 on the basis of their

Feature a) Price b) Design c) Features d) Dealers Communication f) Brand Name

Rank Order _________ _________ _________ _________ _________

Q10. At which visit, customer generally finalize his/her decision for buying a AC? b) At Fist Visit b) At Second Visit

c) At Third Visit d) Any Other (Please Specify)

_____

Q11. Does customer come with prior knowledge/information about particulars brands of AC? b) Yes

b) No

If yes, what types of information/knowledge, they have? e) About Discount Offer. f) About Exchange Offer. g) About New Features. h) Any Other (Please Specify)

___________________________

Q12. When customers mostly visit showroom for buying AC? b) During Exchange Offer

c) During discount Offer

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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

c) 2 Tone

d) Any Other (Please Specify)

___________________________

Q14. Below are different modes of promotion. Please rank following modes from 1 to 7, on the basis of their influence on customer. (Rank1 = high, Rank 7 = low) e) Television g) Pamphlets h) Trade Shows ________ ________ ________ e) Radio f) Magazines g) Internet ________ ________ ________

f) Newspapers ________

Q15. What different complaints are faced by you from your customer? (Mark to appropriate one) Brand Complaints Bad cooling quality Problem with Noise High Electricity Consumption Cost of Maintenance LG Samsung Haier Videocon Blue Star

Q16. Which Brand you Recommend and why?

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PERSONAL PROFILE Dealers Name: ____________________________ Address: Ph. No.:____________________________ _____________________________ ____________________________

Date: Sign/ Stamp

QUESTIONNAIRE FOR CONSUMER

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PURPOSE OF STUDY I am an MBA student of IILM Business School, presently pursuing my Management Research Project. Information in the questionnaire will be: Used for academic purposes only Kept strictly confidential Q1. Which of the following deal in consumer Durables? a) Samsung b) Sony c) L.G e) Videocon f) Bluestar g) Bajaj d) Haier

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 CTV on the scale of 1 to 5? Where 1 means poor service and 5 means excellent service

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Sony Quality Features Design Screen resolution Efficiency

Samsung

Haier

Videocon

LG

Q9. Please rate the following brand of AC on the scale of 1 to 5? Where 1 mean poor service and 5 mean excellent service
Bluestar Quality Features Design Cooling effect Efficiency Durability After Sales Service Samsung Haier Videocon LG

Q10. How far you are aware about Samsung Products& what is its impression in Your mind? ... ...

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PROFILE OF THE SUBJECT: Name of Consumer: ... Address: Phone E-mail id (If any).

CONCLUSION
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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. The selection of a course of action from among several alternatives that involves specific customer groups, communication methods, distribution channels, and pricing structures. It is a combination of target markets and marketing mixes. A marketing mix includes those controllable factors that have been chosen to satisfy customer needs. The four controllable factors are product, price, place, promotion Alternative Strategies for Product Life Cycle Stages Introduction Stage: a. Rapid-skimming strategy (high price/high promotion). b. Slow-skimming strategy (high price/low promotion). c. Rapid-penetration strategy (low price/high promotion). d. Slow-penetration strategy (low price/low promotion). Maturity Stage a. Market-modification strategy b. Product-modification strategy c. Marketing-mix modification strategy Decline Stage a.Reduce costs and milk the company
b. Sell off or get out of the business

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1. Purpose Presents an overview of how traditional marketing communications have changed, and discusses the importance of Integrated Marketing Communications (IMC). 2. Design/methodology/approach The author discusses how changing market environments and the emergence of new IT have led to the emergence of new marketing tools. The author stresses the importance Integrated Marketing Communications and features case studies on four Swedish companies which fail to embrace new marketing concepts. 3. Findings Demonstrates that companies who ignore IMC will not gain the competitive edge required over their rivals. 4. Practical implications Offers clear advice on the importance of IMC. 5. Originality/value Provides clear guidance as to the importance of strategically focused IMC. The Swedish case studies are a clear warning of the consequences of failing to embrace IMC.

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SUGGESTION: The Companies should more concentrate on R&D rather than wasting their money in various Sales promotional techniques. Most of the people feel that advertisement is not up to the mark i.e. it does not provide clear picture about the Product Being promoted and its schemes. So proper measure should be taken to make the advertisement more informative and creative. Samsung India Electronics should also target the lower End markets where their sale is very low due to the existence of the local players.
Samsung should make the market strategy keeping in mind both the lower-end as well as the premium markets. Samsung should also concentrate on the product category gap between the branded and the local players to win the competition in the long run.

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