Factors Affecting 

Consumer
Buying Behavior In
Electronic Appliances of LG

Presented By: Pujan Paudyal

Symbol No: 22018/18
TU Registration No: 7-2-25-250-2018
 
 Introduction
 Consumers behaviour is the study of individuals, groups, or organizations and
all the activities associated with the purchase, use and disposal of goods and
services.
 The study helps the marketers to have knowledge necessarily required for the
development of new product, using appropriate channel of distribution, setting
prices for the goods and services, etc.
 Electronics appliance of LG are large machines which includes TV,
refrigerators, air conditioners, washing machines.
 Factors like cultural, socio-economic, psychological and personal factor plays
important role in consumer buying behaviour of LG.
 Purpose of the study

1. To identify the factor affecting the purchasing decision of the consumer

while buying the electronic appliance of LG.
2. To determine the most and least factor affecting the consumer buying
behaviour while buying the electronic appliance of LG.
3. To understand the requirement and expectations of customers regarding LG
products.
 Significance of the Study
 This study helps in identification of the potential customer of the electronics
appliance of LG.
 It is useful to all the daily users, tech developers who are trying to develop their
business in this field.
 It may be helpful to LG in maintaining good relationship with its customers.
 This study works as reference for graduating students and future researchers 
conducting  survey in this topic.
 Research Methodology

 Research Design: Descriptive Research Design

 Population: People  who use LG electronics appliances.
 Sample Size: 100 LG users.
 Sampling Methods: Convenient Sampling method.
 Sources of data: Primary data and Secondary data 
 Data collection instrument: Questionnaire
 Tools used: Table, Pie chart, Bar diagram, Frequency methods, weighted Mean
and percentage method
 Data Presentation
Age Frequency Percentage

Marital Status Frequency Percentage

15-25 27 27%

Single 46 47%
26-35 38 38%

Married 54 53%
36-45 24 24%
Total 100 100%
46-55 11 11%

Total 100 100%

Academic Qualification Frequency Percentage Average Monthly Family Frequency Percentage
Income
Not Literate at all 2 2% Up to 25,000 15 15%
General Literate 8 8%
25,000-50,000 20 20%
Up to SEE 15 15%
Intermediate 20 20% 50,000-75,000 30 30%
Bachelors 35 35% 75,000-100,000 25 25%
Masters 15 15%
100,000 and above 10 10%
Others 5 5%
Total 100 100% Total 100 100%

Professional line Frequency Percentage

Home Maker 7 7%
Self-Employed 20 20%

Private Service 22 22%

Public Service 21 21%

Student 27 27%

Others 3 3%

Total 100 100%

 Major Findings

Out of the total respondents, 46% were male respondent and 54% were female
respondent in this survey.
27% were from age group 15-25, 38% were from age group 26-35, 24% were
from age group 36-45, 11% were from age group 46-55.
Out of 100%, 46% were single and 54% were married in this survey.
 2% were of non-literate at all, 8% people were general literate, 15% people
were SEE passed, 20% were of intermediate level, 35% were of bachelor’s
degree, 10% were of master’s degree and above. It resulted that the
respondents were more with bachelor degree. 
The respondent income level below 25000 were 15%, 25000-50000 were
20%,50000-75000 were 30%, 75000-100000 were 25% and above 100000
were 10%. So more respondent income level is 50000-75000. 
 Conclusion
A person makes a choice in a consumption environment in order to define or
actualize his life style, identify it through the products or brands chosen.
Price, Quality, durability and promotion factors are strongly associated with
the buying behaviors of consumers. These analyses make it possible to
discover consumer decision-making.
Durability and promotions are the most and least influential factor affecting
Consumers buying behavior according to the respondents. 
People expect warranty & Guarantee service in the electronic appliance of
LG.
 Action Implications

Companies should focus on word of mouth advertising than

paying high price on endorsement by celebrities.
Strengthening brand image is necessary to capture target market
when it comes to home appliances.
Discounts and offers are effective techniques to increase sales.
Post purchase facilities is the demand of the new era.
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 THANK YOU !

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