PROJECT REPORT2014

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PROJECT REPORT
ON
“MARKET MAPPING”
FOR
L.G ELECTRONICS PVT.LTD. INDIA
Under the Supervision of
Rajiv Choudhary
(Marketing Head LG)
SUBMITTED BY
KARTIKEYA PURI
PGDM (MARKETING)
ROLL NO-1330
JAIPURIA INSTITUTE OF MANAGEMENT NOIDA
BATCH- (2013-15)

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ACKNOWLEDGEMENT
I would like to take this opportunity to thank
LG Electronics India Pvt. Ltd. Luck now for granting the
permission to carry out my Summer Training at their
esteemed organization. I express my sincere gratitude to MR
RAJIV SIR, without whose guidance and support this
endeavor would not have been possible. His guidance and
advice played a very important role in motivating me to put
my best efforts. Special thanks to VIRENDRA SIR for
support during the project.
I also thank my friends and family members for their support
and encouragement.

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DECLARATION
I hereby declare that the project work entitled “MARKET
MAPPING” Submitted to the JAIPURIA INSTITUTE OF
MANAGEMENT , is a record of an original work done by me under
the guidance of Mr . RAJIV CHOUDHARY Marketing head at
L.G ELECTRONICS PVT LTD Lucknow. The content of this report
is based on the information collected by me during my tenure at LG
Electronics Ltd. at LUCKNOW for two months of training from
21TH
April to 20th
June 2014.
KARTIKEYA PURI

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CONTENT
Sl. NO. Topic Page No.
1. Declaration 3
2. Executive Summary 5-6
3. Introduction 7-22
4. Research Problem 23-28
5. Research Methodology 29-34
6. Data Collection Method 35-48
7. Comparison between LG & other
brands
49-54
8. Turnover of LG & other brand 55
9. Recommendations & Suggestion 56-57
10. Limitations 58
11. Conclusion 60
12. Questionnaire 61-63

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EXECUTIVE SUMMARY
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,AIRCONDTIONERS and WASHING MACHINES.
India being the second largest growing economy with huge consumer class
has resulted in consumerdurables as the fastest growing industries in India.
LG, SAMSUNG the twoKorean companieshavebeen maintainingthe lead in
the market with LG being leader in almost all the categories. 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 consumer awareness are the main growth drivers of the
industries. Consumer durablesmajorLG Electronics India Pvt. Ltd (LGEIL)
willinvestnearlyRs 500 crore in India this year in research and development,
brand-building and other marketing initiatives.
The company, having a turnover of Rs 1,500crore and market share of 26
percent, is investing Rs 360crore on brand-building and other marketing
initiatives and around Rs 140 crore on research and development, besides
launchingnew platforms in information technology and related areas, LG’s
innovative ‘211campaign’ to provide quality after-sales service, will also be
expanded from the existing 22 to 40 cities by next month, the campaign, for
which IT infrastructure has been set up, includes the company’s response to
customer complaint within two hours. The fixing time for complaints varies
from one hour to a maximum of 24hours.

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Objective of Project
The research will provide an invaluable opportunity to conduct a research. And
practicing the theoretical knowledge while pursuing MBA and examining them
against the ground realities.
I am MARKETING specialization student it will provide me an opportunity to
gain first hand information in depth knowledge about the market and issues
related to comparative study.
I have developed a questionnaire and retrieving information. This will be taken
into account for this research.
PROFFESIONAL OBJECTIVE
This dissertation project is the study of “ MARKET MAPPING” of different
brands at different outlet. Therefore with behest of this study we can come to
know the market share, monthly turnover, number of items of LG items sold at
different outlet.
PERSONAL OBJECTIVE-
Personal objective in this project is to gain experience of working in the market
and interacting with the retailers and the distributors. Analyzing the market,
enhancing the indirect learning about the market and comparing the brands
with other brands is the another objective which will be helpful further in future
in the field of marketing.

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INTRODUCTION
Few companies like Kelvinator, Godrej, Alwyn, and Voltas were the major players in the
consumer durables market before the liberalization of the Indian economy, accounting for no
less than 90% of the market. Then, after the liberalization, foreign company like LG, Sony,
Samsung, Whirlpool, Daewoo, and Aiwa came into the picture. Now, these companies have
controlled the major share of the consumer market.
The company was originally established in 1958 as Gold Star, producing radios, TVs,
refrigerators, washing machines, and air conditioners. LG Electronics is one of the leading
companies in the field of electronics with a global presence in many countries.
LG Electronics is a company that thrives on innovation. Its products and technologies
enhance lives and introduce our customers to a whole new world of creative designs.
They are committed to finding new ways to make your life better and easier-through simple
user interfaces, stylish designs and intelligent, state-of-the-art technology.

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HISTORY OF L.G COMPANY
The company was originally established in 1958 as Gold Star
1958-1969-GoldStar the Electronics Industry Dream
1970-79 Gold Star symbol of The Technology
1980-88:- INTERNATIONALIZATION
1989-94 INOVATION

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1995-98 GLOBAL LEADERS LG ELECTRONICS
1999-2003-DIGITAL MANAGEMENT
2004-2006 GREAT PEOPLE GREAT DESIGN
2007-THE PEOPLE COMPANY

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The LG Group was a merger of two Korean companies, Lucky and Gold Star, from which the
abbreviation of LG was derived. The current "Life's good" slogan is a backronym. Before the
corporate Name change to LG, household products were sold under the Brand name of
Lucky, while electronic products were sold under the brand name of Gold Star. The Gold Star
brand is still perceived as a discount brand.
In 1995, Gold Star was renamed LG Electronics, and acquired Zenith Electronics of the
United States.
Code of conduct of LG
Responsibility and obligations to customers
 RESPECTING OF CUSTOMERS
 CREATING VALUE
 PROVIDING VALUE
Fair competition
 PERSUIT OF FREE COMPETITION
 COMPLAINCE WITH LAWS AND REGULATIONS
Fair Transaction
 FAIR TRANSACTION PROCEDURE
 EQUAL OPPORTUNITY
 SUPPORT AND AID FOR BUSINESS PARTNERS
BASIC ETHICS OF EMPLOYESS
 BASIC ETHICS
 COMPLETION OF DUTY
 SELF DOVLEPMENT
 FAIRNESS IN PERFOMANCE
 AVOIDANCE OF CONFLICTS WITH COMPANY INTEREST

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CORPORATERESPONSIBILITIESTO EMPLOYEES
 RESPECT FOR HUMAN DIGNITY
 FAIR TREATMENT
 PROMOTING CREATIVITY
RESPONSBLITIESTO SOCIETYAND COUNTRY
 RATIONAL BUSINESS AND DEVLOPMENT
 PROTECTION OF STOCK HOLDER AND INTEREST
 CONTRIBUTION TO SOCIAL DEVLOPMENT
 ENVIRONMENTAL CONSERVATION.
STRATEGIC ALLIANCE
LG Electronics is making technical advances and identifying business opportunities through
various associative relationships with some of the world's leading companies.
LG Electronics will do its best to create new products and services with an open mind, while
developing new technologies and business fields through various associations with some of
the world's most successful companies.
1. SUN
2. YAHOO
3. PHILIPS
4. TOYATA
5. MICROSOFT
6. HP
7. GOOGLE
8. GE
9. INTEL
10. HITACHI
11. TOSHIBA
12. BEST BUY
13. PRADA.

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LG INDIA
LG Electronics India Pvt. Ltd., a wholly owned subsidiary of LG Electronics,
South Korea was established in January 1997 after clearance from the Foreign
Investment Promotion Board (FIPB). LG set up a state-of-the art manufacturing
facility at Greater Noida, near Delhi, in 1998, with an investment of Rs 500 Crores.
LG corporate office is located at Plot no.51, Udyog Vihar, Kasna Road, Greater
Noida, and India. This facility manufactured Color Televisions, Washing
Machines, Air-Conditioners and Microwave Ovens.
LG India has been set up with the aim to acquire a leading position in the global
digital market by applying fast and innovative techniques in the manufacturing of
products. Also, it aims to meet the maximum requirement of consumers and give
them the optimum service required.
LG Electronics has been set up in India with a vision to rise high in the electronic
equipment’s industry. The chief aim of LG India is to enhance its domestic market by
inventing new electronic devices in state-of-art form with the best technology
possible. The price range of the products of LG India is quite reasonable and
affordable so as to make it easier for every class of people to go for it thereby
increasing the consumer level. LG India manufactures products of high digital
innovativeness to satisfy the needs of its consumers not only in the domestic market
but all across the globe. The upcoming goal set by LG India for its growth is to be
among the top three brands in terms of electronic devices, information, and
telecommunication companies in the world. The three main capabilities of LG India
are product leadership, people leadership, and market leadership that will
intensify the company's abilities for teamwork. One of the recent targets of LG India
is to attain its goal of doubling the sales volume and profit by 2015.
Some of the most eminent and profitable products manufactured by LG India
are listed as:
FLAT PANEL DISPLAY
COLOUR TELEVISION
DIGITAL AUDIO VIDEO
COMPUTER PRODUCTS
MOBILE PHONE
REFRIGERATOR
WASHING MACHINE
VACUUM CLEANER
MICROWAVE OVEN
ROOM AIR CONDITIONER
COMMERCIAL AC.

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These products of LG India have their own sub-products as well. The sub-products of
LG Flat Panel Display are LCD TV and Plasma TV. The sub-products of LG
Color Television include Slimagic and Flatron TV; Digital Audio Video
consists of 6.1 inch AV receiver, Home Theater System, Music System, and DVD
Player. LG Computer Products include Notebook PC, Desktop PC, Monitor, and
Optical Storage Device. Mobile Phones of LG India comprise of brand names like
Shine, Dynamite, Pulse, and Bullet. The Refrigerator products of LG India comprise
of Side-by-Side Refrigerator, Frost Free Refrigerator, and Direct Cool
Refrigerator. LG Washing machine has a range of Dish Washer, Washer Dryer,
Front Load Washing Machine, Top Load Washing Machine, and Semi-
Automatic Washing Machine. The Microwave Oven range of LG India includes
Solardom Microwave, Convection Microwave, Grill Microwave, and Solo
Microwave. The range of LG Room Air Conditioner in India includes Split Inverter
AC, Split Art Cool AC, Floor Standing AC, Multi Split AC, Hot and Cold AC,
Split AC, and Window AC. The last product, that is the Commercial AC range
of LG India comprise of Ductable Type AC, Cassette Type AC, Multi V plus
(VRF), MPS, and ECO.
LG India is working hard on its R & D unit in order to generate products of superior
value technology along with a unique style for each of its products. It has won a
number of awards for its state-of-art form of manufacturing products and this had
really boosted up the company's flourishing electronic industry further.
Challenges in India
The challenges faced by L.G when entered in the Indian market.
 Low brand awareness about L.G in India.
 One of the last MNCs entered in India (Samsung, Panasonic entered in 1995 in India)
 High import duty
 Competition from local market players and other MNCs in consumer durable market.
 Price sensitiveness of the Indian consumer.
LGEI has overcome these challenges to emerge as on of the prominent brands in the
consumer electronics and home appliance market by leveraging the success factor
below

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Factors for success
Innovative marketing strategies-
To make itself a known brand in the consumer electronics sector, LG has taken innovative
marketing and promotional initiatives.
 Launch of new technologies in consumer electronics and home appliances
 LG was the first brand to enter cricket in a big way, by sponsoring the 1999 world cup
and followed it in 2003 as well.
 L.G brought in 4 captains of the Indian cricket team to endorse its products. LG
invested more than USS 8 million on advertising and marketing in this sport.
 LG differentiated its products using technology and health benefits. The CTV range
has ‘GOLDEN EYE’ technology, air conditioners have the ‘Health Air System’ and
microwave ovens have the‘Health Wave System’.
Local and efficient manufacturing to reduce cost
To overcome high import duties, LG manufactures PC monitors and refrigerators in
India at its manufacturing facility at Noida, Delhi. LGEIL had already commissioned
contract manufacturing at Mohali, Kolkata and Bhopal for CTVs.This has helped
LGEI to reduce cost.
LGEIL is implementing a “digital manufacturing system”(DMS) as a cost-cutting
innovation. This system is follow-up to the six sigma exercise LGEIL had initiated
earlier.
Product localization
Product localization is a key strategy used by LG.
 LG came out with Hindi and regional language menus on its TV.
 Introduced the low-priced “Cineplus” and “Sampoorna” range for the rural markets.
 LG was the first brand to introduce gaming in CTVs. In continuation of Its association
with cricket ,LG introduced the cricket game CTVs

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Regional channel strategy and wide distribution network
LG has adopted the regional distribution model in India. All the distributors work directly
with the company. This has resulted in quicker rotation of stocks, and better penetration into
the B, C, and D class markets.
LG also follows the strategy of stock rotation, rather than dumping stocks on channel
partners.
LG has over 46 branch offices and another 110 area offices across the country. LG had set a
target of developing 2,000 dealers in 2004, in addition to the existing 3,000 dealers all over
India.
Leveraging the India Advantage
India’s IT advantage
LG Electronics has awarded a contract to develop IT solutions to LG Soft India (LGSI). The
project involves development and support for ERP, SCM, CRM andIT-enabled services for
LG Electronics’ 60 overseas subsidiaries and manufacturing facilities worldwide.
LGSI has offices in San Jose, London and Seoul with over 300 professionals in the
development facility at Bangalore. All its offices are networked for swifter communication
and decision making.
R&D potential
LG has set up research and development facilities in India at Bangalore and is in the process
of setting up another at Pune. Both the units carry out R&D work for the domestic market as
well as for the parent company. It also does customized R&D for specific countries to which
it exports products.
Future plans
LG has a positive perception of India and the Indian consumer. LG is making a foray into the
e-commerce market in India and has partnered with various local websites like fabmall.com,
rediff.com, indiatimes.com, and indiaplaza.com.
LG is also planning to invest over US$ 208 million in India over the next three years to
expand the business. Mobile software development is also on LG’s agenda.

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Company Overview of LG Electronics India Pvt. Ltd.
Company Overview
LG Electronics India Pvt. Ltd. manufactures and sellsconsumer electronics, home
appliances, computerproducts, and mobile phones in India. The company’s consumer
electronics include LCD TVs, plasmadisplays, display panels, color televisions,
hometheatre systems, music systems, DVDrecorders/players, and MP3 and MP4
players; andhome appliances comprise room air conditioners,commercial air
conditioners, refrigerators, refrigeratorcompressors, washing machines, dishwashers,
microwaves, and vacuum cleaners.The company also offers computer products, such
as laptops,notebook and desktop personal computers, LCD monitors, CRT monitors,
optical storage devices, and projectors; and mobile phone, including camera phones,
music phones, and color screen GSM handsets. It sells its products through dealers.
The company was incorporated in 1997 and is based in Greater Noida, India. LG
Electronics India Pvt. Ltd. operates as a subsidiary of LG Electronics Inc.
Plot No. 51
Udyog Vihar
Surajpur-Kasna Road
Greater Noida, 201306
India
Founded in 1997
Phone:
91 12 0256 0900
Fax:
91 12 0256 0956
Key executives of L.G-
NAME BOARD
RELATIONSHIP
TITLE OF
DISCRIPTION

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Soon H. Kwon NO RELATIONSHIP MANAGING DIRECTOR
Yasho Verdhan
Verma
NO RELATIONSHIP CHIEF OPERATING
OFFICER
SANJEEV
AGARWAL
NO RELATIONSHIPS HEAD OF SALES
VIJAY BABU NO RELATIONSHIP Head of Frostfree Refrigerators
Product Group
PRAVEEN
GOSAIN
NO RELATIONSHIP HEAD OF DIRECT-COOL
REFRIGRATOR PRODUCT
GROUP.
VISION
GLOBAL TOP 3 ELECTRONIC/TELECOMMUNICATION COMPANY
GROWTH STRATEGY
“FAST INNOVATION FAST GROWTH”
CORE COMPENTENCY
“PRODUCT LEADERSHIP.MARKET LEADERSHIP, PEOPLE
LEADERSHIP”
CORPORATE CULTURE
NO EXCUSE, “WE” NOT “I”, FUN WORK PLACE.
SLOGAN
“LIFE’S GOOD” REPRESENTS LG DETERMINATION TO PROVIDE
DELIGHTFULLY SMART PRODUCTS THAT WILL MAKE YOUR LIFE
GOOD.
The L.G electronics Life’s Good signature consist of the Logo seal, and the slogan, “
Life’s Good” set in charlotte sans type face curved around the LG symbol. The

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curving of the slogan reinforces LG personality and uniqueness. The consistent usage
of this signature clearly establishes the unique identity of the company and unifies
every division and product from LG electronics across globe.
THE SYMBOL
The symbol of LG is the face of the future. The letter “L” and “G” in a circle
symbolizes world,future,youth,humanity, and technology. LG philosophy is based
on humanity. It also represents LG efforts to keep close relationship with our
customer around the world.
The symbol consist of two elements-
1. The logo in LG gray
2. The stylized image of human face in the unique LG red color
RED COLOR
Represents our friendliness and gives a strong impression of LG,s commitment
to deliver the best.
The circle symbolizes the GLOBE. The stylized image of smiling face in the
symbol conveys “ friendliness and Aproachbilitythe one eye on the symbol
represent
“goal oriented, Focused and confident”
The slogan of LG is Life’s Good. It expresses
“BrandValue,Promises,Benefit,Personality
THE PARTNERSHIP

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LG chooses harmony and build constructively on a labor management relationship
rather than an employee-employer relationship. This illustrates that management and
workers are not vertical relationship but in horizontal one.
The culture is necessary for LG electronics as it strives to become on of the worlds
top companies. Such a relationship is transformed into a value creationrelationship
wherby both parties endavour to address mutual problems and create new values
together.
STRATEGIC ALLAINCE
LG ELECTRONIC is making technical advances and identifying business opportunity
through various associative relationships with some of the world’s leading companies.
LG Electronics is striving to become number one in the world by mingling in various
business and technological fields and making strategic alliances with the world
famous companies. “Strategic association between corporations,” in which companies
with different infrastructures cooperate in the fast developing 21st century business
field, is of the key significance in terms of strengthening the existing industry and
creating a new one.

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POSTION OF L.G
L.G’S MARKET SHARE

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RESEARCH PROBLEM
The main objective of the study was to find out the market share of LG products. And the
market share of L.G and other brands at different regions and to gauge the marketing strategy
vis-a vis at Luck now region. Till the nineties in the area of marketing whole effort was
focused on fine- turning the four P : product,price,place ,promotion. It was the early
nineties that a few marketers began to realizing that companies basically existed to serve
consumers- nad that consumer did not exist merely to buy a company’s products
LG and other brands such as SAMSUNG, SONY, and VIDEOCONare big white product
manufacturing companies. All are equally strong, global companies, and more or less with
equal presence in Indian market. So it will be quite rational to compare these brands.
ISSUES TO BE ADDRESSED
 What are the factors that affect the consumer satisfaction?
 Determining the factors affecting the consumer satisfaction
 What is the magnitude of those factors regarding the consumer satisfaction?
 To identify and to find out the market share of L.G products, advantages,
disadvantages of L.G product from the dealers and to find out what problems
they are facing with LG product s that problem can be resolved to increase the
sale.
Primary objective of the product was to find out the market share of the L.G and
also the display share. Turnover of LG and other brands at different outlet for
the competitive analysis.Postional dealer who can sale the product in large
volume. Therefore with the behest of this project we can identify potential
dealers and the development of these dealers. And also the problem faced by the
dealers in sales and distribution. And what are the parameters important for the
sellers in selling the product to the customer.
While purchasing the consumer durables which, parameters are important for the
customer. Do the customers prefer financially facility for buying consumer durable. In
which pockets L.G is performing well and in which pockets other brands such as
SAMSUNG, SONY, and VIDEOCON AND OTHER BRANDS giving LG a tough
competition. Therefore one of the major objectives was to find out in which pocket L.G
is strong and in which pocket LG is weak. And also to enhance knowledge of consumer
durable market.

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Therefore, the research will provide me an invaluable opportunity to conduct a
research and practicing a theoretical knowledge while pursuing MBA and examining
them against the ground realities.
SCOPE OF THE PROJECT
This project gives me a great exposure of consumer durable market because it includes
product knowledge and the filed job in which I have visited the store comes under the
region of LUCKNOW. During this project I have visited almost 200 outlets which held
for the purpose of knowing the market and performance of LG at different outlets
better.
This project helps me to know the market practically. My job during this project was
to know the market share, display share, number of items sold weekly of LG at
different outlet. Therefore with this information I can compare the performance of LG
with other brands.
LG always insist the 50% display share of LG product because LG believes “JO
DIKHTA HAIN WO BIKTA HAI”

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MY JOB INCLUDE WHILE VISITING A SHOP
 Calculate the display share of LG at each shop which comes under Luck now
region
 Collect the data of actual weekly sale of the LG product in each shop.
 Find out the problems faced by the retailers at different outlet while selling the
product.
 Find out the customer response for the LG product by asking the owner of the
shop.
 Calculate the average footfall of customer at different outlets
 To identify the most preferred brand by the customer at each shop comes under
the luck now region
 Calculate number of items of LG and other brands sold weekly at each shop
which comes under Luck now region
 To identify most preferred product at each shop which comes under Luck now
region.
INTERIOR DESIGN OF LG AT DIFFERENT OUTLETS

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LG WARE HOUSE DURING MY SURVEY

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RESEARCH METHODOLOGY
Research methodology is considered as nerve of the project. Without a proper well-
organized research plan, it is impossible to complete the project and to reach any
conclusion. This project was based on a survey plan. The main objective of the survey
was to collect appropriate which work as a base for drawing conclusion and getting a
result.
Therefore, research methodology is a way to systematically solve the research problem.
Research methodology not only talks about the methods but also logic behinds used in
the context of the research and it explains why a particular method has been used in the
preference of other brands.
Research design
Research design is important because of the increased complexity in the market as well
as the market approaches available to the researchers. In fact, it is the key to the
evolution of the successful of marketing strategies and programmers. A research design
specifies the methods and the procedures for conducting a particular study. According
to Kerlinger,”Research design is a plan, conceptual structure and study, and strategy of
investigation conceived as to obtain answers to research questions and to control
variance.
Types of research
 Descriptive research
The type of research adopted for study is descriptive. Descriptive studies is
undertaken in many circumstances when the researchers is interested to know
the characteristics of certain group such as age,sex,education level, occupation or
income. A descriptive study may be necessary in cases when a researcher is
interested in knowing the proportion of people in a given population who have a
particular manner, in making projections of a certain things or determining the
relationship between the two variables. The objective of such study is to answer
the who what when where how of the subject under investigation. There is a
general feeling that descriptive study can be complex, demanding a high degree
of scientific skill on part of the researcher.

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Descriptive study are well structured. An exploratory study needs to be flexible
in its approach but a descriptive study in contrast tends to be rigid and its
approach cannot be changed every now and then. It is necessary,the researcher
give sufficient thought to framing research.
QUESTIONS AND DECIDING THE TYPES
Question and deciding the types of data to be collected and the procedure to be
used in this purpose. Descriptive studies can be studied into two broad
categories.
Cross Sectional and longitudinal sectional. A cross sectional is considered with
sample elements from a given population. Thus, it may deal with house hold,
dealers, retailers or other entities. Data on a number of characteristics from
sample element are analyzed and collected. Cross sectional studies are of two
types-field study and survey. Although the distinction between them is not clear-
cut, there are some practical differences, which need different techniques and
skills. Field studies are ex-post factors scientific inquiries that aim in finding the
relation and interrelations among variables in a real setting. Such studies are
done in live situation like communities, schools, factories, and organization.
Another type of cross-sectional result is survey result, which has been taken by
me. A major strength of survey research is its wide scope. Detail information can
be obtain from a sample of large population. Besides, it is economical as more
information can be collected at per unit cost, it is obvious that a sample survey
needs less time than a census inquiry. Descriptive research includes survey and
fact finding enquiries of different kinds of the major purpose. Descriptive
research is the description of state of affairs, as it exist in present. The main
characteristics of this method is that the researcher ahs no control over the
variables he can report what has happened and what is happening. The method
of the research utilized in descriptive research are survey method of all kinds
including comparative and co rational methods. The reason for using such needs
to be flexible in its approach, but a descriptive study in contrast tends to be rigid
and its approach cannot be changed ever now and then .
MARKET MAPPING
MARKET MAPPING OF LUCKNOW REGIONS OUTLET
In Luck now region there are around 250 outlets. Therefore then have been
divided into 8 pockets -
 VIKAS NAGAR,RING ROAD,TEDHI PULIA

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 ALIGANJ,KAPOORTHALA
 INDRANAGAR ,MAHANAGAR SAPRU MARG,NISHATGANJ
 MADIYOON,SITAPUR,JANKIPURAM
 GOMTI NAGAR,KANPUR ROAD
 HAZRAT GANJ,SADAR
 ALAMBAGH,CHARBAGH
 CHOWK,NAKHAS,SULTANPUR ROAD,RAIBRELLY ROAD.
 POCKET 1 (VIKAS NAGAR,RING ROAD,TEDHI PULIA)- It includes the sub
dealers. They have direct billing from the distributors. Their turnover is not so high
, but there are fewsub dealers whose potential is quite high.
 POCKET 2 (ALIGANJ,KAPOORTHALA)- It includes the sub dealers and distributor
such as sahu agencies. They have direct billing from the distibutors or from the
branch office. Their turnover is high as compared to POCKET-1.
 POCKET 3(INDRANAGAR ,MAHANAGARSAPRU MARG,NISHATGANJ)- includes
the modern trade and they have direct billing from the dealers or from the branch
office.their turnover is also high.
 POCKET 4(MADIYOON,SITAPUR,JANKIPURAM)-It includes the subdealersjust
like pocket-2. They have direct billing from the distibutors. There turnover is also
high.

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 POCKET 5 (GOMTI NAGAR,KANPUR ROAD)- It includes sub dealers and
distibutors. They have the direct billing from the branch office or the distibutors
there turnover is also high.
 POCKET 6 (HAZRAT GANJ,SADAR)- include the modern trade and they have
direct billing from the branch office. They have high turnover and the company
depends heavily on them.
 POCKET 6(ALAMBAGH,CHARBAGH)- include subdealer, just like other pockets
they have direct billing from the distibutors and there turnover is also moderate.
 POCKET 7(CHOWK,NAKHAS,SULTANPURROAD,RAIBRELLYROAD) – Include
subdealers. They have direct billing from the distributors and there turnover is also
high.
OBJECTIVE OF THE STUDY
The objective was to find out the market share of L.G an d the performance of LG at
each outlet coming under the region of Luck now. And also the advantage and
disadvantage of LG product from dealers and to find out the problems facing by the
retailers and the distibutors. So that the problem can to increase the sale.

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PICTURE SHOWING THE PRODUCT OF LG IN A SHOP

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DATA COLLECTION METHODS
After the research problem, we have to identify and select which type of data is
to research. At this stage, we have to organize a field survey to collect the data.
On of the important tools of conducting market research is the availability of
necessary and useful data.
Primary data.- for primary datacollection, we have to plan the important four
aspects.
 Sampling
 Researchinstrument
 Secondary data- The company’s profile, journals and various literature
studies are important sources of secondary data.
 Data analysis and interpretation
 Questionnaires
 Pie chart and bar chart
QUESTIONNARIES-
This is the most popular tool for the data collection. A questionnaire contains question
that the researcher wishes to ask his respondent which is always guided by the objective
of the survey.
Bar chart
This is another way to representing data graphically. As the name implies, it consist of
number of whispered of bar, which originate from a common base line and are equal
widths. The lengths of the bards are proportional to the value they represent.
Prepration of report
The report was based on the analysis and presented with the findings and suggestions.
The sample of the questionnaires is attached with the report itself.

35
Sampling methodology
Details of the sampling methodology, I have made a questionnaire. The one is made for
the retailer.
No of questions in the questionnaires for retailers 14
No of question related to brands and items 10
No of retailers met during the research 200
No of respondent during the research 200
Sample unit
Sub dealers, distributor
retailers
DATA ANALYSIS AND INTERPETATION

36
1-What is the average footfallofcustomers at your outlet weekly?
INFRENCE-
Average footfall of customer among the different outlet. Where pocket 1 is the lowest
and pocket 3 and 4 are the highest.
0
100
200
300
400
500
VIKAS…
ALIGANJ,KA…
INDRANAGA…
MADIYOON,…
GOMTI…
HAZRAT…
ALAMBAGH,…
RAJAJI…
CHOWK,NAK…
AVG FOOTFALL OF CUSTOMER
WEEKLY AVG FOOTFALL OF
CUSTOMER
AVG FOOTFALL OF
CUSTOMER WEEKLY AVG
FOOTFALL OF CUSTOMER

37
2- In which pocketLG is selling maximum?
INFRENCE
As we can see in the diagram LG is selling maximum at POCKET 6. And lowest in
POCKET 1 where other POCKETS such as 2, 3, 4,5,7,8 are moderate.
0
20
40
60
80
100
L.G MAXIMUM SELLING BRAND
WEEKLY L.G MAX SELLING BRAND
L.G MAXIMUM SELLING
BRAND WEEKLY L.G MAX
SELLING BRAND

38
3. In which pocketLG is selling maximum in terms of cost?
INFRENCE
As we can see in the diagram LG is selling maximum in terms of cost in pocket 6 and
lowest in pocket 1.
4. Turnover this year of different pockets?
0
1,000,000
2,000,000
3,000,000
4,000,000
L.G MAX SELLING BRAND BY COST
WEEKLY MAX SELLING BRAND BY
COST
L.G MAX SELLING BRAND
BY COST WEEKLY MAX
SELLING BRAND BY COST

39
INFRENCE
Just like the above diagram, we can see that highest turnover pocket is number 6
and lowest turnover pocket is number 1, whereas other pockets remain
moderate.
0
20000000
40000000
60000000
80000000
100000000
120000000
140000000
160000000
TURNOVER THIS YEAR
TURNOVER THIS YEAR

40
5. Marketshare of LG in terms of costat different pockets
weekly?
INFRENCE
As we can see the market share of LG at different outlets in terms of cost
is 35% whereas Samsung 20%, Sony 15%, Videocon 5%, and other
brands 20%.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
DIFFERENT BRANDS IN
COST WEEKLY OTHER
BRAND
DIFFERENT BRANDS IN
COST WEEKLY VIDEOCON
DIFFERENT BRANDS IN
COST WEEKLY SONY
DIFFERENT BRANDS IN
COST WEEKLY SAMSUNG

41
6. Market share of different brands sold in numbers weekly at different
outlet?
INFRENCE
As we can see in the diagram, the market of different brands sold in
numbers at different outlets weekly are as- LG 25%, SAMSUNG-
20%,SONY- 20% VIDEOCON-10% And OTHER BRANDS-25%.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
MARKET SHARE OF
DIFFERENT BRANDS SOLD
IN TERMS OF NUMBER
SOLD WEEKLY OTHER
BRAND
MARKET SHARE OF
IN TERMS OF NUMBER
SOLD WEEKLY VIDEOCON

42
7. Monthly Turnover of LG,SAMSUNG,SONY,VIDOECON AND OTHER
BRANDS at different pockets?
INFRENCE
As we can see in the diagram, the turnover of different brands at
different outlet. Among the 4 brands LG is the maximum with 30%
SAMSUNG 25%, SONY 20%, VIDEOCON 10%, and OTHER BRANDS
20%.
0%
20%
40%
60%
80%
100%
VIKAS…
ALIGANJ,KAPOO…
INDRANAGAR…
MADIYOON,SITA…
GOMTI…
HAZRAT…
ALAMBAGH,CHA…
CHOWK,NAKHAS…
TOTAL
TILLJUNE
TURNOVER OF
DIFFERENT BRANDS
TILL JUNE OTHER
BRAND
TURNOVER OF
DIFFERENT BRANDS
TILL JUNE VIDEOCON

43
AVG FOOTFALL OF CUSTOMER WEEKLY
REGIONS
AVG FOOTFALL OF
CUSTOMER
VIKAS NAGAR,RING ROAD,TEDHI PULIA 130
ALIGANJ,KAPOORTHALA 260
INDRANAGAR ,MAHANAGAR SAPRU MARG,NISHATGANJ 410
MADIYOON,SITAPUR,JANKIPURAM 435
GOMTI NAGAR,KANPUR ROAD 410
HAZRAT GANJ,SADAR 190
ALAMBAGH,CHARBAGH 150
RAJA JI PURAM,TELIBAGH,RAIBRELLY ROAD 180
CHOWK,NAKHAS,SULTANPUR ROAD,FAIZABAD ROAD 120
TOTAL 2285
0
100
200
300
400
500
VIKAS…
ALIGANJ,KA…
INDRANAGA…
MADIYOON,…
GOMTI…
HAZRAT…
ALAMBAGH,…
RAJAJI…
CHOWK,NAK…
AVG FOOTFALL OF CUSTOMER
WEEKLY AVG FOOTFALL OF
CUSTOMER
AVG FOOTFALL OF
CUSTOMER WEEKLY AVG
FOOTFALL OF CUSTOMER

44
L.G MAXIMUMSELLING BRAND WEEKLY
REGIONS L.G MAX SELLING BRAND
CHOWK,NAKHAS,SULTANPUR ROAD,RAIBRELLY ROAD 35
TOTAL 413
L.G MAX SELLING BRAND BY COST WEEKLY
REGIONS
MAX SELLING BRAND BY
COST
VIKAS NAGAR,RING ROAD,TEDHI PULIA 340,000
0
20
40
60
80
100
L.G MAXIMUM SELLING BRAND
WEEKLY L.G MAX SELLING BRAND
L.G MAXIMUM SELLING
BRAND WEEKLY L.G MAX
SELLING BRAND

45
TOTAL 12,040,000
REGIONS TURNOVER THIS YEAR
ALIGANJ,KAPOORTHALA 39,360,000
0
1,000,000
2,000,000
3,000,000
4,000,000
L.G MAX SELLING BRAND BY COST
WEEKLY MAX SELLING BRAND BY
COST
L.G MAX SELLING BRAND
BY COST WEEKLY MAX
SELLING BRAND BY COST

46
TOTAL 554748000
0
20000000
40000000
60000000
80000000
100000000
120000000
140000000
160000000
TURNOVER THIS YEAR
TURNOVER THIS YEAR

47
COMPARASION BETWEEN LG & OTHER BRANDS
BETWEEN L.G AND SAMSUNG
REGIONS L.G SAMSUNG
VIKAS NAGAR,RING ROAD,TEDHI PULIA 340,000 330,000
ALIGANJ,KAPOORTHALA 1110000 310,000
INDRANAGAR ,MAHANAGAR SAPRU MARG,NISHATGANJ 1765000 690,000
MADIYOON,SITAPUR,JANKIPURAM 1365000 880000
GOMTI NAGAR,KANPUR ROAD 1715000 1,015,000
HAZRAT GANJ,SADAR 3635000 1,290,000
ALAMBAGH,CHARBAGH 1270000 990,000
CHOWK,NAKHAS,SULTANPUR ROAD,RAIBRELLY ROAD 840000 740,000
TOTAL 12,040,000 6,245,000
BETWEEN L.G AND SONY
REGIONS L.G SONY
VIKAS NAGAR,RING ROAD,TEDHI PULIA 340,000 0
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
BETWEEN L.G AND
SAMSUNG SAMSUNG
BETWEEN L.G AND
SAMSUNG L.G

48
INDRANAGAR ,MAHANAGAR SAPRU MARG,NISHATGANJ 1765000 310000
HAZRAT GANJ,SADAR 3635000 1,510,000
TOTAL 12,040,000 5095000
BETWEEN L.G AND VIDEOCON
REGIONS L.G VIDEOCON
VIKAS NAGAR,RING ROAD,TEDHI PULIA 340,000 195,000
INDRANAGAR ,MAHANAGAR SAPRU MARG,NISHATGANJ 1765000 929,000
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
SONY
L.G

49
MADIYOON,SITAPUR,JANKIPURAM 1365000 415,000
HAZRAT GANJ,SADAR 3635000 830,000
TOTAL 12,040,000 4,469,000
BETWEEN L.G AND OTHER BRANDS
REGIONS L.G
OTHER
BRANDS
VIKAS NAGAR,RING ROAD,TEDHI PULIA 340,000 545000
ALIGANJ,KAPOORTHALA 1110000 470000
INDRANAGAR ,MAHANAGAR SAPRU MARG,NISHATGANJ 1765000 1710000
GOMTI NAGAR,KANPUR ROAD 1715000 1370000
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
BETWEEN L.G AND
VIDEOCON VIDEOCON
BETWEEN L.G AND
VIDEOCON L.G

50
HAZRAT GANJ,SADAR 3635000 1690000
ALAMBAGH,CHARBAGH 1270000 1060000
CHOWK,NAKHAS,SULTANPUR ROAD,RAIBRELLY ROAD 840000 630000
TOTAL 12,040,000 8860000
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
VIKASNAGAR,RING…
ALIGANJ,KAPOORTHA…
INDRANAGAR…
MADIYOON,SITAPUR,…
GOMTI…
HAZRATGANJ,SADAR
ALAMBAGH,CHARBA…
CHOWK,NAKHAS,SUL…
TOTAL
BETWEEN L.G AND OTHER
BRANDS OTHER BRANDS
BETWEEN L.G AND OTHER
BRANDS L.G

51
MARKET SHARE OF L.G AND OTHER BRANDS IN LUCKNOW
MARKET SHARE OF DIFFERENT BRANDS IN TERMS OF
COST DIFFERENT BRANDS IN COST WEEKLY
REGIONS L.G SAMSUNG SONY VIDEOCON
OTHER
BRAN
D
VIKAS NAGAR,RING ROAD,TEDHI PULIA 340,000 330,000 0 195,000 545000
ALIGANJ,KAPOORTHALA 1110000 310,000 265,000 55,000 470000
INDRANAGAR ,MAHANAGAR SAPRU MARG,NISHATGANJ 1765000 690,000 310000 929,000 1710000
MADIYOON,SITAPUR,JANKIPURAM 1365000 880000 120000 415,000 1385000
GOMTI NAGAR,KANPUR ROAD 1715000 1,015,000 1,220,000 1,020,000 1370000
HAZRAT GANJ,SADAR 3635000 1,290,000 1,510,000 830,000 1690000
ALAMBAGH,CHARBAGH 1270000 990,000 915,000 550,000 1060000
CHOWK,NAKHAS,SULTANPUR ROAD,RAIBRELLY ROAD 840000 740,000 755,000 475,000 630000
TOTAL 12,040,000 6,245,000 5095000 4,469,000 8860000
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
DIFFERENT BRANDS IN COST
WEEKLY OTHER BRAND
WEEKLY VIDEOCON
WEEKLY SONY
WEEKLY SAMSUNG
WEEKLY L.G

52
MARKET SHARE OF DIFFERENT BRANDS SOLD IN TERMS OF NUMBER SOLD WEEKLY
REGIONS L.G SAMSUNG SONY VIDEOCON
OTHER
BRAND
VIKAS NAGAR,RING ROAD,TEDHI PULIA 13 14 1 10 21
ALIGANJ,KAPOORTHALA 39 11 10 4 20
INDRANAGAR ,MAHANAGAR SAPRU MARG,
NISHATGANJ 59 20 10 36 71
MADIYOON,SITAPUR,JANKIPURAM 42 33 5 17 46
GOMTI NAGAR,KANPUR ROAD 56 32 42 42 52
HAZRAT GANJ,SADAR 85 44 50 37 60
ALAMBAGH,CHARBAGH 48 41 28 22 33
CHOWK,NAKHAS,SULTANPUR ROAD,RAIBRELLY ROAD 35 35 39 23 41
TOTAL 377 230 185 191 344
MONTHLY TURNOVER OF L.G ,SAMSUNG,SONY,VIDEOCON,OTHERBRAND AT DIFFERENT
POCKETS POCKETS APPROX
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
MARKET SHARE OF
IN TERMS OF NUMBER
SOLD WEEKLY OTHER
BRAND
MARKET SHARE OF
IN TERMS OF NUMBER
SOLD WEEKLY VIDEOCON

53
TURNOVER OF DIFFERENT BRANDS TILL JUNE
REGIONS L.G SAMSUNG SONY VIDEOCON OTHER BRAND
VIKAS NAGAR,RING ROAD,TEDHI PULIA 1360000 1320000 0 780000 2180000
ALIGANJ,KAPOORTHALA 4440000 1240000 1060000 220000 1880000
INDRANAGAR ,MAHANAGAR SAPRU MARG,NISHATGANJ 7060000 2760000 1240000 3716000 6840000
MADIYOON,SITAPUR,JANKIPURAM 5460000 3520000 480000 1660000 5540000
GOMTI NAGAR,KANPUR ROAD 6860000 4060000 4880000 4080000 5480000
HAZRAT GANJ,SADAR 14540000 5160000 6040000 3320000 6760000
ALAMBAGH,CHARBAGH 3360000 3960000 3660000 2200000 4240000
CHOWK,NAKHAS,SULTANPUR ROAD,RAIBRELLY ROAD 3360000 2960000 3020000 1900000 2520000
TOTAL 46440000 24980000 20380000 17876000 35440000
TILL JUNE 278640000 149880000 122280000 107256000 212640000
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
TURNOVER OF DIFFERENT BRANDS
TILL JUNE OTHER BRAND
TILL JUNE VIDEOCON
TILL JUNE SONY
TILL JUNE SAMSUNG
TILL JUNE L.G

54
RECOMMENDATIONS AND SUGGESTIONS

55
RECOMMENDATIONS & SUGGESTIONS
 LG should improve it’s after sale service because its hits badly LGs market share in
region.
 More detailed customaries service is to be provided.
 The training to in shop demonstration should be given at frequent time interval and
feedback should be considered positively
 The company should look into the matter of person hiring for in shop demonstration. A
big LG showroom should have at least 2 such kind of person.
 LG should try new dealer who have the potential. So they can target more market.
 As there is a bottle neck competition between Samsung and LG, it is necessary to take
measure steps to overcome the area of downfall in LG with respect to Samsung.
 The marketing managers should make better relations with dealers and reputation of the
company.
 Customer considers quality as their first preference, so the company should give more
stress on this.
 The product is well aware and it is on top of mind of customer. So that company should
improve services and update their technology.
 Customer considers quality as the first preference, so the company should give more
stress on it.
 Display share should be increased where there is less than 50% as LG believes “JO
DIKHTA HAIN WO BIKTA HAIN”
 Company should try to improve it services. No doubt the company products have
competitors but in a long run it may hamper the company profit

56
LIMITATIONS
EVERY COMPANY HAS CERTAIN LIMITATIONS. IN MY STUDY, ALSO THERE
WERE CERTAIN LIMITATION, WHICH I COULD ABLE TO SOLVE-
1. The research was conducted in a very short area.
2. My research time work witnesses the biggest ups and down in product sale of different
brands which affected the perception of the customer. This was the biggest drawback of
my study.
3. Time factor was also very important for me. I had only 60 days to complete my research,
for which a full-fledged report was insufficient for me
4. The retailer filed the questionnaire mostly in careless manner, so it was difficult to make
them hold for time.
5. I had to visit around 250 outlets in Luck now which was very difficult to cover in such a
short span of time.
6. Sometimes the respondents were not willing to fill the questionnaire or we have to wait
for a long time to talk or we have to talk only with helper boys.
My study is not recognizable in whole INDIA as well as outside LUCKNOW due to the
above limitation and less area coverage.

57
CONCLUSION
My study found that, the dealers are somewhat satisfied with the LG Company but some
retailers are not satisfied by the company neither in the way of credit facility nor by the
distribution system of LG.
About the LG company I found that LG having a good position in the market in terms of
pricing but lacking badly in terms of its retail satisfaction.
Customer get to know more by the television and they are influenced by to by new product
by the unique products that come into market.
My study also found that there are various factors influencing customer in buying decision
and the most influencing factor is the brand image and advertisment and other factors plays a
secondary role in buying decision.
BIBLIOGRAPHY

58
 www.lgindia.com
 www.google.com
 www.wikipedia.com
 Businessworld
 Times of india
 http://investing.businessweek.com/
 http://in.reuters.com/
 http://www.computerhope.com/
 http://www.hoovers.com/

59
QUESTIONNAIRE
Name :
Outlet Name :
Location :
Year of operation :
Dear Sir,
I am a studentof JAIPURIA INSTITUTE OF MANAGEMENTand currentlydoing asurveyonpre-sales.I
requestyoutokindlyfill the questionnaireandassure youthatthe data generatedshall be kept
confidential.
1-What isthe average footfall of customersatyouroutleteveryday?
a) 0-5
b) 5-10
c) 10-20
d) More than 20
2- Average numberof home appliancessoldeveryday?
a) Lessthan 10
b) 10 to 20
c) 20 to 50
d) More than 50
3- What are the brands yousell atyour outlet?
a) LG
b) Samsung
c) Sony
d) Videocon
e) Anyother,plsspecifythe names
4- Which one isthe most preferredbrandbythe customer?
a) LG
b) Samsung
c) Sony
d) Videocon

60
e) Anyother,plsspecifythe names
5- Which productismost frequentlypurchasedbythe customeratyouroutlet?
a) TV
b) Mobile phones
c) Aircondition
d) Refrigeratororwashingmachine
e) Anyotherproduct,plsspecifythe names
6- How manySalesrepresentativesare there atyour outlet?
a) Lessthan 5
b) 5 to 10
c) 10 to 20
d) More than 20
7- Rank these brandsintermsof popularityamongthe customer
a) LG
b) Sony
c) Videocon
d) Samsung
e) Anyother,plsspecifythe name
8- Rank these brandsintermsof the service providedby the companytothe distributorordealers?
a) LG
b) Sony
c) Videocon
d) Samsung
e) Anyother,plsspecifythe name
9- Which brandis sellingmaximum
10- firstthree brandsmostpreferredinthe shop

61
11- Whichbrand doyou thinkhasthe maximummarketshare in lucknow?
12- Whichisthe maximumsellingbrandinyourshop?
A. By number
B. By cost
13-Which isthe highestturnoverseason?
14- What isthe highestturnoverseason?
15- What isthe turnoverof your shop?
(A) Last year
(B) Thisyear.

PROJECT REPORT2014

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