samsung's market share in Guwahati

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samsung's market share in Guwahati

  1. 1. SUMMER PROJECT DONE IN
  2. 2. OBJECTIVE: <ul><li>“ TO STUDY THE MARKET SHARE AND CONSUMER PREFERENCE OF SAMSUNG LCD TELEVISIONS IN GUWAHATI CITY” </li></ul>
  3. 3. RESEARCH METHODOLOGY: <ul><li>Research Design: A survey was carried out among LCD TV users and dealers in Guwahati city. </li></ul><ul><li>Research Approach : Primary data collection by survey. </li></ul><ul><li>Sample Design : A random sample of 100 consumers and 40 dealers in Guwahati city. </li></ul><ul><li>Research Instrument: Structured Questionnaire </li></ul><ul><li>Research Tool: Microsoft Excel to analyze the data. </li></ul>
  4. 4. ANALYSIS AND INTERPRETATION OF DEALERS’ QUESTINNAIRE <ul><li>Analysis of question No.1 </li></ul><ul><li>Among the 40 Samsung dealers I visited in Guwahati, number of dealers dealing in LCD televisions is 28. </li></ul>
  5. 5. Q.2:Which company’s LCD & Plasma TVs you deal in? 1 Others 2 Videocon 2 Panasonic 5 Philips 2 Moserbaer 4 Onida 14 LG 10 Sony 16 Samsung No. of Dealers Brand
  6. 7. Q.3:How many LCD TVs did you sell last year? <ul><li>After adding all the sales figures of 2008 of all the 28 dealers dealing in LCD TVs, the total sales figure comes out to be 1128. </li></ul>
  7. 8. Q.4:What are your sales figures period wise? 337 May-Aug 502 Sept-Dec 289 Jan-April Sales Period
  8. 9. Q.5:What are your sales figures brand wise? Brand Sales Figure Sony 270 Samsung 445 LG 278 Onida 3 Moserbaer 10 Philips 116 Videocon 3 Panasonic 2 Others 1
  9. 11. Q.6:Do you make any Institutional sales? <ul><li>Among the 40 dealers of LCD TV, only 12 were </li></ul><ul><li>found to be making institutional sales </li></ul>
  10. 12. What is your brand wise distribution of Institutional sales?
  11. 13. Q.7:Rank Samsung LCD TV on the given attributes 0 1 8 7 0 Supply Logistics 0 2 8 6 0 Profit Margin 0 1 6 7 2 Potential Customers 1 0 6 6 3 Consumer Awareness 0 0 2 12 2 Looks/Design 0 0 2 11 3 Quality 0 1 4 8 3 Customer Satisfaction 0 2 5 6 3 After Sales Service 0 0 10 5 1 Ads 0 1 8 5 2 Varieties 0 2 8 4 1 Price Poor Fair Average Good Excellent Features
  12. 15. Q.8:Why are you not dealing in LCD TVs? 0 Low Profit Margin 1 Price 2 Poor Potential 4 Low Consumer Awareness 5 Low Potential Customers Frequency Reasons
  13. 17. Q.9:Would you like to deal in LCD TV in future? <ul><li>Out of those 12 non dealers of LCD TV, 8 of them showed interest in dealing with the same in future. </li></ul>
  14. 18. If Yes Why? 1 Increasing Consumer Awareness 1 Sound financial position of Dealers/Retailers 1 Increasing Potential Customers 5 Growing Market Frequency Reasons
  15. 20. Comparison between survey findings and actual market share <ul><li>On comparing, it is found that Samsung could only be successful in Guwahati region not in entire North East. Its the market leader in Guwahati followed by LG and Sony whereas in the rest of North East its Sony leading followed by LG and Samsung. </li></ul>
  16. 21. Analysis and Interpretation of consumer’s questionnaire Sample size was taken to be 100. <ul><li>Q.1:Are you a user of LCD TV? </li></ul>
  17. 22. Q.2:If Yes then please mention your brand? Brand wise distribution of LCD TV users Samsung 50% Sony 30% LG 20% Samsung Sony LG
  18. 23. Q.3:Why did you prefer this brand? 3 Reference 3 Availability 3 After Sales Service 4 Promotional Schemes/Offers 3 Appearance 12 Brand Name 1 Advertisements 4 Price 7 Features Frequency Reasons
  19. 25. Q.4:Would you like to replace your old colour TV With that of LCD TV? Amongst the 60 non users of LCD TV,45 showed interest in replacing their old colour TV with a LCD TV
  20. 26. Q.5:If Yes then which brand of LCD TV would you like to buy? Brand preference of these 45 interested LCD buyers
  21. 27. Q.6:Why do you prefer the above mentioned brand? 2 Reference 2 Availability 1 After Sales Service 2 Promotional Schemes/Offers 6 Appearance 6 Brand Name 8 Advertisements 3 Price 15 Features Frequency Reasons
  22. 29. Q.7:Have you seen any advertisement of Samsung LCD TV? <ul><li>Consumer Awareness </li></ul>
  23. 30. Q.8:Where have you seen the ad? Their sources of information-
  24. 31. Q.9:How have these promotional activities of Samsung LCD TV influenced you?
  25. 32. Limitations of the study <ul><li>Sampling Error </li></ul><ul><li>Complexity of interaction </li></ul><ul><li>Unwillingness of respondents </li></ul>
  26. 33. Recommendations: <ul><li>Enlarge the dealer network in entire North East </li></ul><ul><li>Increase consumer awareness </li></ul><ul><li>Leap in technology </li></ul>
  27. 34. Conclusion: <ul><li>The survey reveals that none of the company is associated with all the important attributes for which customer expectations are high. Although Samsung is leading in this market of LCD TV in Guwahati region, the rest of North East market stills seem almost untouched by it, where LG and Sony have not only made their presence felt but also have become the market leaders. </li></ul>
  28. 35. THANK YOU!

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