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Study Report On Consumer Durable Market - Samsung Electronics LTD - 158945041
Study Report On Consumer Durable Market - Samsung Electronics LTD - 158945041
PROJECT REPORT
ON
By
Swapnil D. Panpatil
MBA - Marketing
2008-2010
1
And Administration
Loni – Bk.
Student Declaration
I hereby declare that this project report titled “The Study of Consumer Durable Market
with Special Reference to Nashik District” in SAMSUNG ELECTRONICS LTD. is executed as per
the course requirement for the post graduate program in management. I have not been
submitted by me or any other person to any other university or institution for degree or
Place:
Date:
Swapnil D. Panpatil.
MBA
(2008-2010)
2
ACKNOWLEDGEMENT
In this project I have made an honest and dedicated attempt to make the research
material as authentic as it could. And I earnestly hope that it provides useful and
During this small time frame of two months in which the project reached its completion,
there were a few people whom I would like to make a mention of and without whose help the
I also thank to my internal guide Prof.Vinod Malkar for his timely response via e-mail,
which immensely helped in giving the project the initial direction it needed.
I would like to thank my external guide Mr.Santosh Keseri (Marketing Executive) who gave
me a free hand as far as going about the project work was concerned.
3
I dedicate this project to the Dealer’s of Nashik district who were extremely kind and who
at times went out of the way to help me. Without their co-operation it would have perhaps not
been possible to research a few places, which I did, within the stipulated time frame.
Swapnil D. Panpatil
MBA (Marketing)
2008-2010
Preface
We look our training at SAMSUNG ELECTRONICS LTD. Nashik. During the training
was to get an overview of the Consumer Durable Market of Nashik district. It was a
firsthand experience to get exposed to the professional set-up and face the market, which
When business is involved, experiences counts a lot. experience are an instrument, which
leads towards success. Working with SAMSUNG ELECTRONICS LTD., has been a
pleasure
I take this opportunity to present the project report and sincerely hope that it will be as
much knowledge enhancing to the readers as it was to use during the fieldwork and the
4
Sr.no. Contents Page no.
1. Introduction
2. Industry Profile
3. Company Profile
4. Product Profile
5. Objective of Study
6. Research Methodology
1.Primary data
2. Secondary data
3.Sampling
5
4. Scope of the study
8. Data Analysis
9. Findings
10 Recommendations
11 Conclusion
10. Bibliography
INTRODUCTION
Before the liberalization of the Indian economy, only a few companies like Kelvinator,
Godrej, Alwyn, and Voltas were the major players in the consumer durables market,
6
accounting for no less than 90% of the market. Then, after the liberalization, foreign
players like LG, Sony, Samsung, Whirlpool, Daewoo, and Aiwa came into the picture.
Today, these players control the major share of the consumer durables market. Consumer
because of rise in living standards, easy access to consumer finance, and wide range of
choice, as many foreign players were entering in the market with the increase in income
new models, the demand for consumer durables has increased significantly. Products like
washing machines, air conditioners, microwave ovens, color televisions (C-TV) were no
longer considered luxury items. However, there were still very few players in categories
like vacuum cleaners, and dishwashers Consumer durables sector is characterized by the
emergence of MNCs, exchange offers, discounts, and intense competition. The market
share of MNCs in consumer durables sector is 65%. MNC's major target is the growing
middle class of India. MNCs offer superior technology to the Consumers whereas the
Indian companies compete on the basis of firm grasp of the local market, their well-
acknowledged brands, and hold over wide distribution network. However, the penetration
Indian Consumer durables market used to be dominated by few domestic players like
Godrej, Voltas, Allwyn and Kelvinator. But post liberalization many foreign companies
have entered into Indian market dethroning the Indian players and dominating Indian
market the major categories being CTV, REFRIGRATOR, MICROWAVE OVEN and
WASHING MACHINES.
7
India being the second largest growing economy with huge consumer class has resulted
in consumer durables as the fastest growing industries in India. LG, SAMSUNG the two
Korean companies have been maintaining the lead in the market with LG being leader in
The rural market is growing faster than the urban market, although the penetration level
is much lower .The CTV segment is expected to the largest contributing segment to the
overall growth of the industry. The rising income levels double-income families and
INDUSTRY PROFILE
The Consumer Durables industry consists of durable goods and appliances for domestic
use such as televisions, refrigerators, air conditioners and washing machines. Instruments
such as cell phones and kitchen appliances like microwave ovens were also included in
this category. The sector has been witnessing significant growth in recent years, helped
8
by several drivers such as the emerging retail boom, real estate and housing demand,
greater disposable income and an overall increase in the level of affluence of a significant
section of the population. The industry is represented by major international and local
players such as BPL, Videocon, Voltas, Blue Star, MIRC Electronics, Titan, Whirlpool,
etc.
The consumer durables industry can be broadly classified into two segments: Consumer
into Brown Goods and White Goods. The key product lines under each segment were as
follows.
2007-08. More than 7 million units of consumer durable appliances have been sold in the
year 2006-07 with colour televisions (CTV) forming the bulk of the sales with 30 per
cent share of volumes. CTV, refrigerators and Air-conditioners together constitute more
than 60 per cent of the sales in terms of the number of units sold.
In the refrigerators market, the frost-free category has grown by 8.3 per cent while direct
cool segment has grown by 9 per cent. Companies like LG, Whirlpool and Samsung have
In the case of washing machines, the semi-automatic category with a higher base and
fully-automatic categories have grown by 4 per cent to 526,000 units and by 8 per cent to
9
229,000 units, respectively. In the air-conditioners segment, the sales of window ACs
have grown by 32 per cent and that of split ACs by 97 per cent.
Since the penetration in the urban areas for these products is already quite high, the
markets for both C-TV and refrigerators were shifting to the semi-urban and rural areas.
The growth across product categories in different segments is assessed in the following
sections.
Consumer Electronics
The CTV production was 15.10 million units in 2007-08 and is expected to grow by at
least 25 per cent. At the disaggregated level, conventional CTV volumes have been
falling while flat TVs have grown strongly. Market sources indicate that most CTV
majors have phased out conventional TVs and have been instead focusing more on flat
TVs. The flat segment of CTVs now account for over60 per cent of the total domestic TV
liquid crystal display (LCD)and plasma display CTV grew by 400 per cent and 150 per
Cent respectively in 2009–10 following a sharp decline in prices of these products and
this trend is expected to continue. The audio/video player market has seen significant
growth rates in the domestic market as prices have dropped. This trend is expected to
continue through 2009- 2010, as competition is likely to intensify to scale and capture the
mass market.
10
COMPANY PROFILE
SAMSUNG – Introduction
11
Our Vision
We believe that through technology innovation today, we will find the solutions we need to
address the challenges of tomorrow. From technology comes opportunity for businesses to
grow, for citizens in emerging markets to prosper by tapping into the digital economy, and for
It’s our aim to develop innovative technologies and efficient processes that create new markets,
enrich people’s lives and continue to make Samsung a trusted market leader
Our Mission
12
Samsung grew into a global corporation by facing challenges directly. In the years ahead, our
dedicated people will continue to embrace many challenges and come up with creative ideas to
develop products and services that lead in their markets. Their ingenuity will continue to chart
13
SAMSUNG HISTORY
No.1 worldwide market share position for TVs achieved for the
seventh quarter in a row
2007 Developed the world's first 30nm-class 64Gb NAND Flash™
memory
BlackJack bestowed the Best Smart Phone award at CTIA in the
U.S.
14
Attained No.1 worldwide market share position for LCD for the
sixth year in a row
September, 2005 The India Retail Forum has awarded Samsung as the Best Retailer of the
year 2005 in the consumer Durables category. James Damian, SVP, Best Buy
and his team handed over the award to Mr. Ravinder Zutshi, Dy MD and
Samsung India at the India Retail award function held in Mumbai on 16th
September.
February 2005 Mr. S. H. Oh appointed as the President and Chief Executive Officer of
Samsung South West Asia.
November 2004 Samsung received the Golden Peacock Special commendation Certificate for
Corporate Social Responsibility (Private Sector) for the year 2004 from Mr.
Shivraj Patil, Union Home Minister.
February 2004 India made regional headquarters for Samsung Southwest Asia.
February 2004 Mr. K. S. Kim appointed as the First President and Chief Executive Officer of
Samsung South West Asia.
October 2002 Samsung unveils new technology for Consumer Home Entertainment
15
(DNIe™)
June 1996 Foundation Stone laid for CTV Factory at Noida, Uttar Pradesh.
Samsung India aims to be the ‘Best Company’ in India by the Year 2006. ‘Best
Company’ in terms of both the internal workplace environment as well as the external
context in which the Company operates. Samsung aims to grow in India by contributing
to the Indian economy and making the lives of its consumers simpler, easier and richer
“Our aim is to gain technological leadership in the Indian marketplace even as our goal is
to earn the love and respect of more and more of our Indian consumers.” Mr. S.H. Oh,
Samsung in India
Samsung India is the hub for Samsung’s South West Asia Regional operations. The
South West Asia Regional Headquarters looks after the Samsung business in Nepal, Sri
16
Lanka, Bangladesh, Maldives and Bhutan besides India. Samsung India, which
commenced its operations in India in December 1995, today enjoys a sales turnover of
Headquartered in New Delhi, Samsung India has a network of 19 Branch Offices located
all over the country. The Samsung manufacturing complex housing manufacturing
Refrigerators and Washing Machines is located at Noida, near Delhi. Samsung ‘Made in
India’ products like Colour Televisions, Colour Monitors and Refrigerators were being
exported to Middle East, CIS and SAARC countries from its Noida manufacturing
complex. Samsung India currently employs over 1600 employees, with around 18% of its
SAMSUNG GLOBAL
media and digital convergence technologies with 2004 parent company sales of
US$55.2Bn and net income of US$10.3Bn. Employing approx. 113,000 people in over
90 offices in 48 countries, the company has of 5 main business units: Digital Appliance
brands, Samsung Electronics Corporation is the world’s largest pro ducer of Colour
17
Customized products for Indian Consumers
Samsung understands the local cultural sensibilities to customize its products according
to the Indian market. It has set up a “usability lab” at the Indian Institute of Technology
in New Delhi to customize Samsung products to meet the specific needs of Indian
interface.
Through its research done on consumer preferences in India, Samsung has concluded
that Indian consumers want more sound oriented products. Thus, the Samsung televisions
for India have a higher sound capacity than their foreign counterparts.
introduced for the first time in India a feature called Super Dry. It is present in three of
Samsung’s semi automatic models and dries the clothes better than the rest.
Samsung washing machines have an additional menu that takes care of the local Indian
wardrobes. They also have a ‘memory re-start’ that takes care of the frequent power
failures in India.
18
PRODUCT PROFILE
19
Wide Video MP3 Player (YP-P2)
20
enhanced washing performance and eco-friendly performance
21
Haptic Touch Screen Phones (SC H-W420/W4200)
22
OBJECTIVES OF THE PROJECT
23
Research Methodology
Research methodology is considered as the nerve of the project. Without a proper well-
organized research plan, it is impossible to complete the project and reach to any
conclusion. The project was based on the survey plan. The main objective of survey was
to collect appropriate data, which work as a base for drawing conclusion and getting
result.
Therefore, research methodology is the way to systematically solve the research problem.
Research methodology not only talks of the methods but also logic behind the methods
used in the context of a research study and it explains why a particular method has been
24
Research design
Research design is important primarily because of the increased complexity in the market
as well as marketing approaches available to the researchers. In fact, it is the key to the
study buyer’s behavior, consumption pattern, brand loyalty, and focus market changes. A
research design specifies the methods and procedures for conducting a particular study.
variance.
Research design specifies methods and procedures for study. In this study the company
was interested to know the demand of different consumer durable product, about
competitors, and potential for SAMSUNG procedures to be used for the study among
Data Collection:
This report was prepared after collecting data from the retailers/ dealers and past data was
arranged from the various studies conducted in last few years and various other records of
company.
Primary Data:
These data were collected by personal interview with retailers/ dealer. For this purpose
questionnaires were prepared in such that all necessary data would be collected.
Secondary Data:
25
Information regarding the project, secondary data was also required. These data were
collected from various past studies and other sources of the company.
SAMPLING METHOD
Random Sampling method
SAMPLE SIZE
100 Dealers
Research tools:
Questionnaires
RESEARCH AREA
NASHIK DISTRICT-
Nashik city
CBS
Panchavati
Cidco
Nashik Road
Dindori Road
Canada Corner
Gangapur Road
MG Road
Deolali camp
Malegaon
26
Kalvan
Satana
Chandwad
Deola
Taharabad
Nampur
Lakhmapur
Wani
Yeola
Lasalgaon
Pimplegaon Baswant
Ojhar
Manmad
Dindori
27
Scope of the study
28
This project gives us great exposure to the consumer durable market because it includes
product knowledge and field survey job in which we visited the consumer durable stores
in Nashik district.
2. Collected the data of actual monthly sale of the SAMSUNG product in few shop.
3 Found out the problems that the dealer were facing while selling the SAMSUNG
product.
4. Found out the customer response for SAMSUNG products by asking the owner of the
shop.
Scope
1. In term of purchasing power parity (PPP), India is the 4th largest economy in the world
and overtake Japan in the near future become the 3rd largest.
29
3. India has the youngest population amongst the major countries. There were lot of
people in the different income categories nearly the two third population is below the
4. There were 56 million people in middle class, who were earning us$4,400-US$21,800
5. The upper-middle and high-income household in urban areas were expected to grew to
OPPORTUNITY
developing countries.
3. Rapid urbanization.
30
Threats
1. Higher import duties on row materials.
2. Cheap imports from Singapore, China and from other Asian countries.
LIMITATION OF STUDY
Although I tried my best in preparation of this project, but this study has some limitation:
1.The period of the project was not sufficient to study all the factors in deep.
3.We cannot say that what the consumer have revealed will be right for each and every
4.Many consumer and dealers/retailers showed less interest in providing information and
haven’t cooperated.
5.Some of confidential information viz. credit period, schemes, policies and sales figure
31
Theoretical Background of the study
Research methods provide you with the knowledge and skills you need to solve
Business research courses are a recognition that students in business, not-for-profit, and
public organizations – in all functional areas – need training in the scientific method and
its application to decision making. Two factors stimulate an interest in more scientific
decision making: (1) the manager’s increased need for more and better information and
(2) the availability of improved techniques and tools to meet this need.
During the last two decades, we have witnessed dramatic changes in the business environment.
Emerging from a historically economic role, the business organization has evolved in response to
the social and political mandates of national public policy, explosive technology growth, and
continuing innovations in global communications. These changes have created new knowledge
needs for the manager. Other knowledge demands have arisen from problems with mergers,
investment issues.
The trend toward complexity has increased the risks associated with business decisions, making
it more important to have a sound information base. Increased complexity means there are
more variables to consider. The competition is more vigorous, with many business downsizing to
make competitive gains. Workers, shareholders, customers, and the public are better informed
32
and more sensitive to their self-interest. Government continues to show concern with all
aspects of society. Each of these factors demands that managers have more and better
scientific methods and a means of incorporating them into decision making. You will need to
know how to identify good research and how to conduct it. This book addresses these needs.
As the complexity of the business environment has increased, there has been a commensurate,
increase in the number and power of the tools to conduct research. There is vastly more
knowledge in all fields of management. We have begun to build better theories. The computer
has given us a quantum leap in the ability to deal with problems. New techniques of quantitative
analysis take advantage of this power. Communication and measurement techniques have also
been enhanced. These trends reinforce each other and are having a massive impact on business
management.
information.
Internal Sources
Internal sources of organizational data are so varied that it is difficult to provide generalizations
about their use. Accounting and management information systems create and store much of the
internal data. Research and development, planning, and marketing functions also contribute.
Examples are departmental reports, production summaries, financial and accounting reports,
and marketing and sales studies. The collection methods used are unique to the specific
33
situation, and collection success depends on knowing just where and how to look. Sometimes
the information may exist in central files (i.e., at headquarters), in computer database, or in
In other organizations, a central library keeps all relevant information. Systematic searches
should be made through exploratory interviews with everyone who handles the information.
pinpointing critical data sources. Internal data sources may be the only source of information for
many studies.
External Sources
External sources are created outside the organization and are more varied than internal
sources. There are also better defined methods for finding them. This discussion is
Published sources of data can be classified into five categories. The newest and fastest growing
one is computerized database. They are composed of interrelated data files. The files are sets of
records grouped together for storage on some medium. Access may be through online search or
CD-ROM. Online databases are often specialized and focus on information about a particular
field.
Major source of published information consists of diverse materials from special collections.
Within this category there are many reference books, each a compendium of a range of
information. A second group includes university publications, of which there are master’s
theses, doctoral dissertations, and research records. A third group includes company
executives, sales literature, product specifications, and many others. There are miscellaneous
34
information sources consisting of the productions of various trade, professional and other
associations. These organizations often publish statistical compilation, research report, and
proceeding of meeting.
1 C-TV 86
4 ABOVE ALL 92
TOTAL 301
Source:- Survey
Graph No. 1
35
NO. OF RESPONDENTS
100
90
80
70
60
50
40
30 NO. OF RESPONDENTS
20
10
0
C-TV C-TV & C-TV & ABOVE ALL
REFRIGERATOR REFRIGERATOR
& WASHING
MACHINE
INTERPRETATION:-
According to survey, 86 dealers were sold only C-TV, 67 dealers were sold C-TV and
REFRIGERATOR, 56 dealers were sold C-TV and REFRIGERATOR, WASHING MACHINE and 92
Table no. 2 shows no. of company’s product sold from dealer’s shop.
36
1 FIVE 33
2 FOUR 24
3 THREE 9
4 TWO 34
TOTAL 100
Source:- Survey
Graph No. 2
35
30
25
20
NO. OF RESPONDENTS
15
10
0
FIVE FOUR THREE TWO
INTERPRETATION-
According to survey, 33 dealers were sold 5 brands, 34 dealers were sold only 2 brands from
their shops.
37
Table No.3 Shows Major brand of C-TV sold by dealers.
1 LG 39 39
2 VIDEOCON 23 23
3 SAMSUNG 18 18
4 SANSUI 11 11
5 ONIDA 9 9
Source:- Survey
38
Graph No. :- 3
9%
11%
39%
18%
23%
INTERPRETATION-
C-TV with 39%, after that VIDEOCON is 2nd with 23% and then SAMSUNG is on 3rd with 18%.
39
SALES RESPONDENTS
1 Price 28 28
2 Quality 30 30
3 Service 17 17
4 Advertisement 15 15
5 Schemes 10 10
Source:- Survey
Graph No.4
NO. OF RESPONDENTS
1 Price 2 Quality 3 Service 4 Advertisement 5 Schemes
10%
28%
15%
17%
30%
INTERPRETATION-
According to dealers, Price is most important parameter for more sale of C-TV
40
Table No. 5 shows the major brands of REFRIGERATOR sold by dealers.
1 LG 22 22
2 VIDEOCON 13 13
3 SAMSUNG 9 9
4 GODREJ 12 12
5 WHIRLPOOL 19 19
6 KELVINATOR 16 16
7 KENSTAR 9 9
Source:- Survey
Graph No. 5
41
MAJOR BRANDS OF REFRIGERATORS
9%
22%
16%
13%
19%
12% 9%
INTERPRETATION-
According to dealers, LG also leading in the REFRIGERATOR market in Nashik district with 22%,
Table No.6 shows most important parameter for more sale of REFRIGERATOR
1 Price 27 27
2 Quality 32 32
42
3 Service 19 19
4 Advertisement 13 13
5 Schemes 9 9
Source:-Survey
Graph No. :- 6
NO. OF RESPONDENTS
1 Price 2 Quality 3 Service 4 Advertisement 5 Schemes
9%
13% 27%
19%
32%
INTERPRETATION-
43
Table no.7 shows Major brands of Washing Machine sold by dealers.
1 LG 18 18
2 VIDEOCON 11 11
3 SAMSUNG 15 15
4 IFB 7 7
5 WHIRLPOOL 21 21
6 GODREJ 9 9
7 KELVINATOR 10 10
8 KENSTAR 9 9
Source:- Survey
44
MAJOR BRAND OF WASHING MACHINE
LG
9% 18% VIDEOCON
10%
SAMSUNG
9% 11%
IFB
WHIRLPOOL
GODREJ
21% 15% KELVINATOR
7%
KENSTAR
INTERPRETATION-
According to dealers, LG is leading in Washing Machine market with 18%, after that VIDEOCON
Table No.8 shows most important parameter for more sale of Washing Machine
1 Price 26 26
45
2 Quality 32 32
3 Service 24 24
4 Advertisement 10 10
5 Schemes 8 8
Source:- Survey
Graph No.8
NO. OF RESPONDENTS
1 Price 2 Quality 3 Service 4 Advertisement 5 Schemes
8%
10% 26%
24%
32%
INTERPRETATION-
According to dealers, the most important factor which affects the sales of washing machine is
46
Table No.9 shows Major brands of DVD sold by dealers.
1 LG 11 11
2 VIDEOCON 13 13
3 SAMSUNG 10 10
4 ONIDA 15 15
5 PHILIPS 22 22
6 SANSUI 12 12
7 SONY 8 8
8 INTEX 9 9
Source:-Survey
Graph No. :- 9
47
MAJOR BRAND OF DVD
NO. OF RESPONDENTS
25 22
20
15
15 13 12
11 10 NO. OF RESPONDENTS
8 9
10
0
N A I X
LG G ID PS SU NY TE
CO UN N I LI N S O I N
EO MS O PH SA
ID A
V S
BRANDS
INTERPRETATION-
According to dealers, PHILIPS is the most popular brand in DVD market with 22%, after that
Table No.10 shows most important parameter for more sales of DVD
1 Price 21 21
2 Quality 42 42
48
3 Service 17 17
4 Advertisement 8 8
5 Schemes 12 12
Source:- Survey
Graph No. 10
NO. OF RESPONDENTS
1 Price 2 Quality 3 Service 4 Advertisement 5 Schemes
12% 21%
8%
17%
42%
INTERPRETATION-
According to dealers, Quality is major factor in respect of more sale of DVD, and then Services
49
Table No.11shows Major Brand of MICROWAVE OVEN sold by dealers.
1 LG 18 18
2 VIDEOCON 13 13
3 SAMSUNG 15 15
4 KENSTAR 21 21
5 GODREJ 9 9
6 PHILIPS 8 8
7 BAJAJ 9 9
8 SONY 7 7
Source:- Survey
Graph No. 11
50
NO. OF RESPONDENTS
25
21
20 18
15
15 13
NO. OF RESPONDENTS
9 9
10 8 7
LG N G AR EJ PS JA
J
NY
CO UN
ST D
R I LI A S O
EO S
EN O PH
B
ID
S AM K G
V
INTERPRETATION-
According to dealers, KENSTAR is very popular brand for microwave oven. KENSTAR is making a
huge business as compare to other competitors after that LG and then SAMSUNG. According to
dealers, microwave oven does not have that much demand as compare to other consumer
durable product.
1 Price 21 21
51
2 Quality 36 36
3 Service 14 14
4 Advertisement 17 17
5 Schemes 12 12
Source:- Survey
Graph No. 12
NO. OF RESPONDENTS
1 Price 2 Quality 3 Service 4 Advertisement 5 Schemes
12% 21%
17%
14%
36%
INTERPRETATION-
The most important factor of more sales of microwave oven is QUALITY of the product. Quality
52
Table NO.13 shows High Profit margin brands
1 LG 21 21
2 SAMAUNG 18 18
3 WHIRLPOOL 16 16
4 VIDEOCON 13 13
5 SONY 11 11
6 GODREJ 9 9
7 PHILIPS 7 7
8 KENSTAR 5 5
Source:- Survey
Graph No.13
53
HIGH PROFITABLE BRAND
NO. OF RESPONDENTS
25
20
15
NO. OF RESPONDENTS
10
5
0
L N J
LG N
G
O
O
CO NY RE LIPS TAR
O
AU LP EO S O
D HI N
S
M IR D G P E
SA WH VI K
BRANDS
INTERPRETATION-
LG is leading company because of their low pricing policy and the better quality of product.
SAMSUNG is on 2nd position, if SAMSUNG will change their pricing policy like LG and VIDEOCON
Table No.14 shows Suggestion from dealers for SAMSUNG to increase the business
2 REDUCE PRICES 21
54
5 IMPROVE QUALITY 10
6 REGULAR SCHEMES 9
TOTAL 100
Source:- Survey
Graph No.14
35
30 Series1
25 Series2
Series3
20
Series4
15
Series5
10 Series6
5 Series7
0
ADVERTISMENT
SUGGESTION
INCREASE
IMPROVE
REDUCE
AFTER SALES
SCHEMES AND
QUALITY
LUCKY DRAW
PRICES
MARGIN
DEALER
FAST AND
REGULAR
SERVICE
REGULAR
AT RURAL
AREA
NO. 1 2 3 4 5 6
INTERPRETATION-
According to suggestion of dealers, AFTER SALES SERVICE is most important factor which is
After that PRICES OF THE PRODUCT should be economic. DEALER MARGIN should increase for
motivation of dealers.
55
FINDING
1. We came to know while visiting the shop most of the dealers sold entire consumer
oven.
2. We know that during the survey in consumer durable industry in Nashik district and
Refrigerator.
3. Study shows that quality is most important parameter for more sale of colour television
4. Study shows that quality of the product is most important parameter for Refrigerator
5. While visiting the shop we came to know that quality is most important parameter
7. We came to know that while visiting the shop, Kenstar is most preferable brand for
8. While visiting the shop we know that LG is gives high profit margin as compare to
other competitors.
56
9. While visiting the shop dealers suggested that after sales service is most important
10. All the dealers were not satisfied with the profit margin.
12. Maximum rural area is covered by the VIDEOCON because of their low price
products.
13. We came to know while visiting the shops that there was big problem of after sales
service.
14. Many dealers were facing the problem of after sale service because there is no follow
57
SUGGESTIONS &RECOMANDETION
Company should improve the after sales service of products as it is the main factor for
If the SAMSUNG Ltd. reduces their product price like LG and VIDEOCON then
Company should distribute free key chain, calendar, t-shirts for making brand
Company should introduce low price and low power consumption Refrigerator for
Dealer desire more advertisement to be done through local newspaper and cable
price.
58
Company should introduce low cost products to satisfy the needs of low or middle
class.
59
Conclusion
With respect to the above study and the findings thereby, the company has
With few more concerted efforts, the said organization needs to enter the rural
60
ANNEXURE
A. Questionnaire
Address:
Contact no.:
□DVD □Microwave
2) How many no. of company’s product you sold from your shop?
□ONE_______________________________________________
□TWO_______________________________________________
□THREE_____________________________________________
□FOUR______________________________________________
□FIVE_______________________________________________
□SIX________________________________________________
61
3) Which is major brand of Colour-Television you sold from your shop?
□SAMSUNG □LG □ Videocon □ Onida
□ Sansui
□Schemes
7) Which is major brand of Washing Machine you sold from your shop?
□ IFB □ Whirlpool □ Kenstar □ LG
8) What is the important parameter for more sales of Washing Machine brand?
□ Price □ Quality □ Services □ Advertisement
□ Schemes
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10) What is the important parameter for more sales of DVD brand?
□ Price □ Quality □ Services □ Advertisement
□ Schemes
11) Which is major brand of Microwave you sold from your shop?
□SAMSUNG □ LG □ Videocon □ Kenstar
12) What is the important parameter for more sales of Microwave brand?
□Price □ Quality □ Services □ Advertisement
□ Schemes
14) What are your suggestions for SAMSUNG to increase the sales?
_________________________________________________________________
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B. LIST OF DEALERS:-
Sr.
Name of the Counter Name of Dealar Contact No. LOCATION
no.
64
9 Pankaj Electronics Amol Sangvi 9890906662 Jail Road
65
32 Bhavsar Electronics Ravi Bhavsar 9763326097 Trimurti Chowk, Nasik
66
52 Sanjay Furniture 9372447091 Manmad
Sunil
62 Sudhir electronics 02555-223325 Satana
Brahamankumr
67
68 Krushna Electronics Krushna Shinde 9423934118 Malegaon
Balasaheb
91 Sahaj electronics 9850885135 Uttam nagar
Sonawane
68
92 Shree Swami Samartha p.bhatevara 9890067152 Pimplegaon
B). Bibliography
1- http://www.samsung.com/in/aboutsamsung/index.html
2- http://www.samsung.com/in/aboutsamsung/corporateprofile/index.html
3- http://www.samsung.com/in/aboutsamsung/corporateprofile/history.html
4- http://www.samsung.com/in/aboutsamsung/corporateprofile/visionmission.html
5- http://www.samsung.com/in/consumer/index.html
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