Market Research

Final Report
on
Household convenience Products

Submitted to:
Dr. M.R. Suresh, Professor-Marketing

Team: A3
Team Members
Name PGDM Number
Aakansha Lakhani 16001
Kiran P 16020
Pooja Shree B P 16032
Rohit Semwal 16039
Saurav Das 16044
Tanvi 16054
Table of Contents
Executive Summary.............................................................................................................. 3
Background........................................................................................................................ 3
History........................................................................................................................... 3
Microwave oven................................................................................................................ 3
Trends in Mysore................................................................................................................. 5
Decision making context........................................................................................................ 5
Research Objectives............................................................................................................. 5
Research Design.................................................................................................................. 6
Research Questions.............................................................................................................. 6
Hypothesis.......................................................................................................................... 6
Sampling Plan..................................................................................................................... 6
IRP table............................................................................................................................ 7
Time schedule..................................................................................................................... 7
Concept Testing................................................................................................................... 8
Questionnaire for Retailer and Salesman.................................................................................. 9
Questionnaire for consumers................................................................................................ 10
Questionnaire Result.......................................................................................................... 21
Conclusion of the survey...................................................................................................... 24

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Executive Summary
This study has been conducted to analyse to scope of launching LG Microwave Oven in Mysuru market. The
objective of this study is to analyse the demand of microwave oven with grill and convection, to analyse the
preferred type and to understand the sales of different brands of microwave oven in Mysuru. This study will
throw a light on the trends and sales of microwave oven in Mysuru. We also try to look at new opportunities
and ways in which our brand can be launched.

We are conducting our study in Mysuru and it is an exploratory market research conducted over a period of 3-
5 weeks. We shall mainly target working and non-working wives and bachelors. We shall be using a
questionnaire based research and shall analyse the collected data to find significant interpretation and
conclusion to the study.

Background
History
LG Corp. established as Lak-Hui Chemical Industrial Corp. in 1947. In 1952, Lak-Hui (pronounced "Lucky",
currently LG Chem) became the first Korean company to enter the plastics industry. As the company
expanded its plastic business, it established GoldStar Co. Ltd. (currently LG Electronics Inc.) In 1958, both
companies Lucky and GoldStar merged and formed Lucky-GoldStar.

GoldStar produced South Korea's first radio. Many consumer electronics were sold under the brand name
GoldStar, while some other household products (not available outside South Korea) were sold under the brand
name of Lucky. The Lucky brand was famous for hygiene products such as soaps and HiTi laundry detergents,
but the brand was mostly associated with its Lucky and Perioe toothpaste. Even today, LG continues to
manufacture some of these products for the South Korean market, such as laundry detergent.

In 1995, to compete better in the Western market, the Lucky-GoldStar Corporation was renamed "LG". The
company also associates the letters LG with the company's tagline "Life's Good". Since 2009, LG has owned
the domain name LG.com.

Microwave oven
A microwave oven (commonly referred to as a microwave) is a kitchen appliance that heats and cooks food by
exposing it to microwave radiation in the electromagnetic spectrum. This induces polar molecules in the food
to rotate and produce thermal energy in a process known as dielectric heating. Microwave ovens heat foods
quickly and efficiently because excitation is fairly uniform in the outer 2538 mm (11.5 inches) of a
homogeneous, high water content food item; food is more evenly heated throughout (except in heterogeneous,
dense objects) than generally occurs in other cooking techniques.

In 1994, LG started manufacturing and selling home appliances such as refrigerators, microwave oven,
washing machines and tumble dryers, vacuum cleaners, kitchen appliances, and air conditioners. In June 2014,

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LG Electronics also announced the launch of its smart appliances with HomeChat messaging service in South
Korea. HomeChat employs LINE, the mobile messenger app from Korean company 'Naver', to let
homeowners communicate, control, monitor and share content with LGs smart appliances. Users can send
simple messages, such as "start washing cycle," in order to control their washing machines.

Types of microwave oven

Basic LG microwave oven (20 23 litres)

Multi cook Tawa

Multi-functional Cooking (4 in 1): Multifunction Cooking with a combination of four different
cooking modes enables juicy and tasty results. LG microwave oven allows for more without
sacrificing your space or style in the kitchen. Convection, Grill, Solo, Combination mode.
Auto Cook Menu
Stainless Steel Cavity
Attractive Floral Pattern
Fan at Back

Microwave oven (28 litters)

Auto Cook Menu

Indian Auto Cook Menu
Multi Cook Tawa
Rotisserie
Turntable Diameter
Cooking Completion Alarm
Control Type

Microwave oven (32 litres)

Rotisserie Handle
Steam Chef
Motorised Rotisserie
Multi Cook Tawa
High Rack
Low Rack
Cooking Completion Alarm
Rotisserie
Turntable Diameter

The Charcoal Lighting Heater enables you to cook with a revolutionary charcoal filament for tastier, all
natural, deep even cooking in a shorter time. Charcoal heating is a Worlds 1st heating grill that enhances

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Water heat absorption, cooking more naturally and efficiently compared to conventional sheath, like Real
Charcoal grilling.

Trends in Mysore
I. Price range of microwave oven of different brands available in Mysore :-
1. LG Rs. 7690 Rs. 37,786
2. Bajaj Rs. 2079 Rs. 9499
3. Whirlpool Rs. 3894 Rs. 58984
4. Morphy Richards Rs. 2345 Rs. 14000
5. Kenstar Rs. 4390 Rs. 13590
6. Godrej Rs. 5782 Rs. 22000

II. The most popular brand in Mysore is LG followed by Kenstar.

III. There are different types of microwave oven purchased by people of Mysore:-
Solo microwave oven
Grill microwave oven
Convection microwave oven
IV. 4 Ps of marketing :-
Product Buyers look at the product design (features and quality), packaging and labelling,
guarantees and warranties before purchasing.
Price Most buyers of Mysore prefer microwave oven under Rs. 30000.
Promotion Promotions are mostly done through advertisements in local newspapers and
channels. Buyers get to know about the offers and discounts mostly through advertisements in
local newspapers.
Distribution Microwave ovens are available in supermarkets and in retail stores.

Decision making context

1. To introduce LG microwave oven with grill and convection with new features in Mysuru market.
2. To expand the usage of LG microwave oven with grill and convection in the Mysuru market.

Research Objectives
1. To analyse the demand of microwave oven with grill and convection in Mysuru.
2. To analyse the preferred type of microwave oven in Mysuru.
3. To understand the sales of different brands.

Research Design
The research is intended to evaluate the scope of launching LG Microwave Oven in Mysuru market. The
objective of this study is to analyse the demand of microwave oven with grill and convection, to analyse the
preferred type and to understand the sales of different brands of microwave oven in Mysuru. This study will
throw a light on the trends and sales of microwave oven in Mysuru. We also try to look at new opportunities
and ways in which our brand can be launched.

Types of Research: Exploratory

Data collection methodology: Survey of the current and potential user

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 Research Tactics: Through construction a survey questionnaire.

Research Questions
1. Which type of microwave oven people will prefer at what price?
2. Which features are preferred in different sizes?
3. Which category of microwave oven is most preferred?
4. Are additional features desired by the consumers?

Hypothesis
1. H0: There is no relationship between the type of microwave oven and price range. H1: There
exists a relationship between the type of microwave oven and price range.

2. H0: There is no relationship between the features of microwave oven and sizes available in market.
H1: There is a relationship between the features of microwave oven and sizes available in market.

3. H0: There is no particular preference among categories of microwave oven.

H1: There is a particular preference among categories of microwave oven.

4. H0: Additional features are not desired by the consumers.

H1: Additional features are desired by the consumers.

Sampling Plan
Target Population: Retailers, Male or female (housewives) head of household, working bachelors.

Sampling Frame: Supermarket and famous retail stores in Mysuru.

Sampling Technique: Simple Random Sampling with modification to exclude students and children.

Sampling Size: 100

Execution: Questionnaire will be distributed to the people visiting supermarkets and retail stores.

IRP table
Source of Info Type of Data Information requirements Measurement Approach
Retailers Primary Most preferred brand Ordinal Scale
Most preferred type of microwave Ordinal Scale
Interval scale
oven
Number of unit sold in a week Likert Scale
Impact of offers and discounts Ordinal scale
Preferred features by customers Nominal scale
Gender of customers Ratio scale
Seasonal sales
Housewives and Primary Preferred price of microwave oven Interval Scale
working wives Preferred size of microwave oven Nominal scale
Expected features Ordinal scale
Power usage of microwave oven Nominal Scale
Working male and Primary Dependability on microwave oven Likert Scale

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female Preferred price of microwave oven Interval Scale
Preferred size of microwave oven Nominal Scale
Expected features Ordinal Scale
Salesmen (Supermarket) Primary Most preferred brand Ordinal scale
Most preferred type of microwave Ordinal scale
oven Balance/Likert
Margin on each brand Scale
Impact of offers and discounts Likert scale
Expected features Ordinal scale
Seasonal sales Ratio scale

Time schedule
Time Research Work
Week 1 Designing of Proposal and Questionnaires
Week 2 Desk secondary research, questionnaire completion
Week 3 Surveying and Data Collection
Data processing and analysis using statistical models and Generation of
Week 4
conclusions and results
Week 5 Final Report Submission

Concept Testing
Introducing LG 28-Litre Convection Microwave Oven with Grill in Mysuru market. The new product will
have these features:

Stainless steel cavity

Fast quartz heater
Defrost veg or non-veg
Grill
Auto Cook Menu
Child Lock
Capacity: 28 liters
Warranty: 1 year by LG
Power: 1950 watts
Price: Rs. 10,999

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Questionnaire for Retailer and Salesman
Personal Details

Name: Shop Name:

Address:

1. Which brand is preferred most by customers?

LG Samsung IFB Bajaj

Godrej Morphy Richards Kenstar Whirlpool

Haier Others

2. Which type of microwave oven is most preferred?

a) Basic Microwave oven
b) Microwave oven with grill
c) Microwave oven with grill and convection

3. How many units sold in a week?

a) <5 b)5-10 c) >10

4. Do offers and discounts affect sales?

a) Extremely likely
b) Very likely
c) Somewhat likely
d) Not so likely
e) Not at all likely

5. What are the features preferred by the customers?

a) Power consumption
b) Size
c) Manual
d) Automatic
e) Warranty
f) Colours
g) Accessories

6. Which brand has better after sales service? (Please rank 1 being highest)
LG Samsung IFB Bajaj
Godrej Morphy Richards Kenstar Whirlpool
Haier Others

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 7. Which gender prefers to buy microwave oven?
a) Male b) Female c) Others

8. During which season sales are more.

a) Diwali b) Holi c) New Year d) Eid
e) Others

(Disclosure: This market survey is conducted purely for educational purpose and it wont be used for any
commercial purpose)

Questionnaire for consumers

Personal Details

Name:

Age: Gender:

Occupation:

1. Which brand you would like to purchase?

LG Samsung IFB Bajaj
Godrej Morphy Richards Kenstar Whirlpool
Haier Others

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2. Which type of microwave oven will you prefer?
a) Basic Microwave oven
b) Microwave oven with grill
c) Microwave oven with grill and convection

3. Have you used microwave oven before?

a) Yes
b) No

4. Which brand you have used earlier?

LG Samsung IFB Bajaj
Godrej Morphy Richards Kenstar Whirlpool
Haier Others

5. Which size of microwave oven you will prefer

a) <20 litres
b) 20-25 litres
c) >25 litres

6. Which features would you like to have in the microwave oven?

a) Reheat,
b) simple cooking
c) Grill
d) Defrost
e) Bake
f) Manual
g) Automatic

7. How much you will like to depend on Microwave oven?

a) Extremely likely
b) Very likely
c) Somewhat likely
d) Not so likely
e) Not at all likely
8. How much you prefer to spend in order to buy a microwave oven?
a) Below Rs.3000
b) Rs.3000-Rs.6000
c) Rs.6000-9000
d) Above Rs.9000

9. How much power rating you would like to have on your microwave oven in expected price range?
a) 2 star
b) 3 star
c) 4 star
d) 5 star

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10. Where would you prefer to buy microwave oven?
a) Retail shop
b) Supermarket
c) Online
d) Others

11. Which mode of advertisement influence will have an impact on you?

a) TV advertisement
b) Newspaper
c) Internet
d) Word of mouth
e) Others

12. Do offers and discounts will encourage you to buy microwave oven?
a) Extremely likely
b) Very likely
c) Somewhat likely
d) Not so likely
e) Not at all likely

13. What is your first reaction to the product?

a) Very positive
b) Somewhat positive
c) Neutral
d) Somewhat negative
e) Very negative

14. How innovative is the product?

a) Extremely innovative
b) Very innovative
c) Somewhat innovative
d) Not so innovative
e) Not at all innovative

15. How wold you rate the value for money of the product?
a) Excellent
b) Above average
c) Average
d) Below average
e) Poor

16. If the product is available today, how likely would you be to buy the product?
a) Extremely likely

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 b) Very likely
c) Somewhat likely
d) Not so likely
e) Not at all likely

17. How likely are you to replace your current microwave oven with this microwave oven?
a) Extremely likely
Dummyb) Very likely
Table c) Somewhat likely
d) Not so likely Working Working
e) Total
Not at all Retailers
likely Housewives wives Males Salesman

18. How likely100

Base is it that you
20would recommend
20 our Microwave
20 oven to
20a friend or 20
colleague?
a) Extremely likely
LG b) Very likely
Samsung c) Somewhat likely
IFB d) Not so likely
e) Not at all likely
Bajaj
Godrej
19. In your words, what are the things that you like most about this new product?
Morphy
Richards
Kenstar
Whirlpool
Haier
20. In your words, what are the things that you would most like to improve in this new product?
Others

Dummy Table
Housewive Working Working
Total Retailers s wives Males Salesman
Dummy tables
Base 100 20 20 20 20 20
For Retailers
Basic
Microwave
Question 1:
Oven
Microwave
Oven with
Grill
Microwave
Oven with
Grill &
convection

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Question 2:

Dummy Table
Housewive Working Working
Total Retailers s wives Males Salesman

Base 100 20 20 20 20 20
Basic
Dummy
Microwave
Table
Oven Working Working
Microwave Total Retailers Housewives wives Males Salesman
Oven with
Base 100 20 20 20 20 20
Grill
<5
Microwave
5-10
Oven with
>10
Grill &
convection
Question 4:
Question 3:
Dummy
Table
Working Working
Total Retailers Housewives wives Males Salesman

Base 100 20 20 20 20 20
1 (less
effect)
2
3
4
5( high
effect)

Question 5:

Dummy
Table
Working Working
Total Retailers Housewives wives Males Salesman

Base 100 20 20 20 20 20
Power
Consumptio
n
Size
Manual
13
Automatic
Warranty
Question 5:

Dummy
Table
Working Working
Total Retailers Housewives wives Males Salesman

Base 100 20 20 20 20 20
Power
Consumptio
n
Size
Manual
Automatic
Warranty
Colours
Accessories

Question 6:

Dummy
Table
Working Working
Total Retailers Housewives wives Males Salesman

Base 100 20 20 20 20 20
LG
Samsung
IFB
Bajaj
Godrej
Morphy
Richards
Kenstar
Whirlpool
Haier
Others

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Question 7:

Dummy
Table
Working Working
Total Retailers Housewives wives Males Salesman

Base 100 20 20 20 20 20
1 (less
likely)
2
3
4
5( most
likely)

Question 8:

Dummy
Table
Working Working
Total Retailers Housewives wives Males Salesman

Base 100 20 20 20 20 20
Diwali
Holi
New year
Eid
Others

For Consumers

Question 1:

Dummy
Table
Working Working
Total Retailers Housewives wives Males Salesman

Base 100 20 20 20 20 20
LG
Samsung
IFB
Bajaj
Godrej
Morphy
Richards 15
Kenstar
Whirlpool
Question 2:

Dummy Table
Housewive Working Working
Total Retailers s wives Males Salesman

Base 100 20 20 20 20 20
Basic
Microwave
Oven
Microwave
Oven with
Grill
Microwave
Oven with
Grill &
convection

Question 3:

Dummy
Table
Working Working
Total Retailers Housewives wives Males Salesman

Base 100 20 20 20 20 20
LG
Samsung
IFB
Bajaj
Godrej
Morphy
Richards
Kenstar
Whirlpool
Haier
Others

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Question 4:

Dummy
Table
Working Working
Total Retailers Housewives wives Males Salesman

Base 100 20 20 20 20 20
<20
20-25
>25

Question 5:

Dummy
Table
Working Working
Total Retailers Housewives wives Males Salesman

Base 100 20 20 20 20 20
Reheat
Simple
cooking
Grill
Defrost
Bake
Manual
Automatic

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Questionnaire Result

Age

Gender

Have you used microwave oven before?

Which brand of microwave oven would you like to purchase?

18
Which type of microwave oven will you prefer?

Which brand you have used earlier?

Which size of microwave oven will you prefer?

19
Which feature would you like to have in the microwave oven?

How much you will like to depend on microwave oven?

How much you would prefer to spend on a microwave oven?

20
How much power rating would you like to have in expected price range?

Where would you prefer to buy microwave oven?

Which mode of advertisement will have an impact on you?

Do offers and discounts encourage you to buy microwave oven?

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Conclusion of the survey
Most of the respondents have reacted positively regarding the usage of microwave oven.
The preferred brand is LG and in category microwave oven with grill and convection is most
preferred. By this we can say the product we are trying to introduce in the Mysore market has
high chance of positive response.
Majority of people are looking for product with 5 power star rating, Television is the
impactful mode of media and discounts always attract consumers to purchase the product.
Hence initially all the above factors should be considered while introducing the product in the
market.
So LG can launch LG 28-Litre Convection Microwave Oven with Grill in Mysuru market, as
people will likely to prefer this product.

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