Samsung consumer durable market study

A study of consumer durable market
for Samsung electronics
L.t.d.
Submitted by
ABHISHEK KUMAR
Roll No:- 2003770700005
Under the guidance of
Ms. NIGHAT MALIK
in partial fulfilment of the requirements
for the award of the Degree of
MASTER OF BUSINESS ADMINISTRATION
of
A P J Abdul Kalam Technological University
Gyan Bharti Institute of Technology
6/03/2021

DECLARATION
I undersigned, hereby declare that the project titled “A study of
consumer durable market for Samsung electronics Ltd.” submitted in
partial fulﬁlment for the award of Post Graduate Diploma in
Managment of A P J Abdul Kalam Technological University is a
bonaﬁde record of work done by me under the guidance of Nighat
Malik, Gyan Bharti Institute of Technology. This report has not
previously formed the basis for the award of any degree, diploma, or
similar title of any University
06-03-2021 ABHISHEK KUMAR

Gyan Bharti Institute of Technology
CERTIFICATE
This is to certify that the report titled “A study of consumer durable
market for Samsung electronics L.td'” being submitted by Abhishek
Kumar, Roll no – 2003770700005 in partial fulﬁlment of the
requirements for the award of the POST GRADUATE DIPLOMA IN
MANAGMENT, is a bonaﬁde record of the project work done by
Abhishek Kumar of Gyan Bharti institute of technology.
Guide:- Director:-
Ms. Nighat Malik Dr. Mohd. Shoeb Ahmed

4
Acknowledgements
Through this acknowledgement I express my sincere gratitude towards all
thosepeople who helped me in this project, which has been a learning
experience.
This space wouldn’t be enough to extend my warm gratitude towards
my project Guide Ms. Nighat Malik for his efforts in coordinating with my
work an guiding in right direction.
I escalate a heartfelt regards to our Institution Director Dr. Mohd. Shoeb
Ahmed for giving me the essentialhand in concluding this work.
It would be injustice to proceed without acknowledging those vital supports
I received from mybeloved classmates and friends, without whom I would
have been half done.
I also use this space to offer my sincere love to my parents and all others
who had been there, helpingme walk through this work.
ABHISHEK KUMAR

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INDEX
Sr.no. Contents
1. Introduction
2. Industry Profile
3. Company Profile
4. Products
5. Objective of Study
6. Research Methodology
1. Primary data
2. Secondary data3.Sampling
3. Scope of the study
4. Limitations of the study
7. Theoretical Background of the study
8. Data Analysis
9. Findings
10 Conclusion
11 Bibliography

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CHAPTER- I
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, 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 durables
market is expected to grow at 10-15% It is growing very fast 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 levels, easy availability of finance, increase in consumer awareness,
and introduction of 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
penetrationLevel of the consumer durables is still low in India.
Indian Consumer durables market used to be dominated by few domestic players like Godrej, Voltas,
and Kelvinator. But post liberalization many foreign companies

7
have entered into Indian market dethroning the Indian players and dominating Indian market the major
categories being CTV, REFRIGRATOR, MICROWAVE OVEN and WASHING MACHINES.
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 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 were the main growth
drivers of the industries.

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CHAPER II
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 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.
The consumer durables industry can be broadly classified into two segments: Consumer Electronics
and Consumer Appliances. Consumer Appliances can be further categorized into Brown Goods and
White Goods. The key product lines under each segment were as follows.
Industry Size, Growth, Trends
The consumer durables market in India was estimated to be around US$ 5 billion in 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 registered double-digit
growth in the direct cool refrigerator market.

9
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
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
production and is likely to be around 65 per cent in 2007-08.High-end products such as
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.

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CHAPTER III
COMPANY PROFILE
SAMSUNG – Introduction
Our Vision
Samsung is guided by a singular vision: to lead the digital convergence movement.
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 people to invent new possibilities.
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
Everything we do at Samsung is guided by our mission: to be the best “digital-
Company”.

11
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
Samsung’s course as a profitable, responsible global corporation.

12
GROWING TO BE THE BEST
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 through its superior quality products.
“Our aim is to gain technological leadership in the Indian marketplace even as our goal isto earn the
love and respect of more and more of our Indian consumers.” Mr. B.D. Park President & CEO
Samsung South-West Asia Regional Headquarters.
Samsung in India
Samsung India is the hub for Samsung’s South West Asia Regional operations. The SouthWest Asia
Regional Headquarters looks after the Samsung business in Nepal, Sri Lanka, Bangladesh, Maldives
and Bhutan besides India. Samsung India, which commenced its operations in India in December
1995, today enjoys a sales turnover of over US$ 1Bn in just a decade of operations in the country.
Headquartered in New Delhi, Samsung India has a network of 19 Branch Offices located all
over the country. The Samsung manufacturing complex housing manufacturing facilities for Colour
Televisions, Colour Monitors,
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 employees working in Research &
Development.

13
SAMSUNG GLOBAL
The DNA of Digital Innovation
Samsung Electronics is a global leader in semiconductors, telecommunications, digital
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
Business, Digital Media Business, LCD Business, Semiconductor Business and
Telecommunication Network Business. Recognized as one of the fastest growing global
brands, Samsung Electronics Corporation is the world’s largest pro ducer of Colour
Monitors, Colour TVs, Memory Chips and TFT LCD’s.

14
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 consumers. This industry-institute partnership is helping Samsung to study and
analyze consumer response in aspects of product design, including aesthetics, ergonomics
and 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.
For the semi-automatic segment of Samsung washing machines, Samsung has
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.

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CHAPTER-IV
PRODUCT PROFILE
Products
• Smart phones
• Tablets
• Audio Sound
• Watches
• Smart Switch
• Mobile Accessories
• TVs
• Sound Devices
• Refrigerators
• Laundry
• Air Solutions
• Cooking Appliances
• Monitors
• Memory Storage
.

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CHAPTER-V
OBJECTIVE OF STUDY
OBJECTIVES OF THE PROJECT
• To find number of brands of consumer durable in Meerut district.
• To study brand preference of consumer for consumer durable goods..
• To find most important parameter for selection of brand of Colour television,
Refrigerators, Washing machine, DVD, Microwave oven.
• To study profit margin of major brands in consumer durable.

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CHAPTER-VI
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 used in the preference of the other
methods
Research design
Research design is important primarily because of the increased complexity in the marketas
well as marketing approaches available to the researchers. In fact, it is the key to the evolution
of successful marketing strategies and programmers. It is an important tool to 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. According to
Kerlinger, “Research Design is a plan, conceptual structure, and strategy of investigation
conceived as to obtain answers to research questions and to control variance.

18
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
retailers/dealer and. However it was exclusively personal interview.
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:
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

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RESEARCH AREA
MEERUT DISTRICT-
• Meerut city
 Civil line
 Delhi road
 Garh road
 Meerut Road
 western kutchery
 Meerut cantt
 Hapur road
 Eastern kutchery road
 Baghpat road
• Modipuram
• Partapur
• Mohiuddinpur

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Scope of the study
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 Meerut district.
While visiting the shops we
1. Calculated the display share of the SAMSUNG product in shop.
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.
5. Checked whether demo calls were attended or not.

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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.
2. Indian consumer durable market is expected to reach $450 billion by on 2010
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
age of 35 and nearly 50% is below 25.
4. There were 56 million people in middle class, who were earning us$4,400-US$21,800
a year. And there were 6 million rich household in India.
5. The upper-middle and high-income household in urban areas were expected to grew to
38.2 million in 2007 as against 14.6 million in 2000.
OPPORTUNITY
1. In India the penetration level of white goods is lower as compared to other
developing countries.
2. Unexploited rural market.
3. Rapid urbanization.
4. Increase in income level, i.e. increase in purchasing power of consumers.
5. Easy availability of finance.
Scope

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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.
2.Visiting various places for the study consumed a lot of time.
3.We cannot say that what the consumer have revealed will be right for each and every
situation because their perception is influenced by many factors.
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
were not disclosed by the competitors.

23
CHAPTER-VII
Theoretical Background of the study
Scope of market research in view of modern global business.
Research methods provide you with the knowledge and skills you need to solve
the problems and meet the challenges of a fast-paced decision-making environment.
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 thisneed.
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, trade policies, protected markets,
technology transfers, and macroeconomic savings – 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

24
the public are better informed 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 information upon which to base decisions.
To do well in such an environment, you will need to be equipped with an understanding
of 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.
sources of collection of primary and secondary data for market research.
sources may be classified as either internal (organizational) or external sources of
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

25
used are unique to the specific 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 departmental chronological files.
In other organizations, a central library keeps all relevant information. Systematic
searches should be made through exploratory interviews with everyone who handles the
information. Often company librarians, MIS. PR/communications, or departmental
secretaries can help in 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
restricted to published sources, although other sources of information may be useful.
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 publications such as financial reports, company policy statements, speeches by
prominent executives, sales literature, product specifications, and many others.

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CHAPTER-VIII
DATA ANALYSIS
Data Analysis and Interpretation
Table No.1 Number of company’s product sold by dealers.
Sr. No. PRODUCT NO. OF RESPONDENTS
1 C-TV 86
2 C-TV &
REFRIGERATOR 67
3 C-TV &
REFRIGERATOR &
WASHING MACHINE 56
4 ABOVE ALL 92
TOTAL 301
Source :- Survey
Graph No. 1
Graph No. 1
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 dealers were sold all product.

27
Table no. 2 shows no. of company’s product sold from dealer’s shop.
Sr. NO. NO. OF COMPANIES
PRODUCT
NO. OF RESPONDENTS
1 FIVE 33
2 FOUR 24
3 THREE 9
4 TWO 34
TOTAL 100
Source:- Survey
Graph No. 2
INTERPRETATION-
According to survey, 33 dealers were sold 5 brands, 34 dealers were sold only 2 brands
from their shops.

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Table No.3 Shows Major brand of C-TV sold by dealers.
Sr. NO.
BRAND
NO. OF
RESPONDENTS PERCENTAGE
1 LG 39 39
2 VIDEOCON 23 23
3 SAMSUNG 18 18
4 SANSUI 11 11
5 ONIDA 9 9
TOTAL 100 100
Source:- Survey
Graph No. :- 3
INTERPRETATION-
According to dealers, in Meerut district LG is leading in
C-TV with 39%, after that VIDEOCON is 2nd
with 23% and then SAMSUNG is on 3rd
with 18%.

29
Table No.4 Most important parameter for more sale of C-TV
Sr. NO. REASONS FOR
MORE SALES
NO. OF
RESPONDENTS
PERCENTAGE
1 Price 28 28
2 Quality 30 30
3 Service 17 17
4 Advertisement 15 15
5 Schemes 10 10
TOTAL 100 100
Source:- Survey
Graph No.4
INTERPRETATION-
According to dealers, Price is most important parameter for more sale of C-TV
and then Quality, Services, Advertisement and Schemes.

30
Table No. 5 shows the major brands of REFRIGERATOR sold by dealers.
Sr. NO
BRAND
NO. OF
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
TOTAL 100 100
Source:- Survey
Graph No. 5
INTERPRETATION-
According to dealers, LG also leading in the REFRIGERATOR market in Meerut district
with 22%,
After that Whirlpool and Kelvinator is following them.

31
Table No.6 shows most important parameter for more sale of REFRIGERATOR
Sr. NO. REASONS FOR
MORE SALES
NO. OF
RESPONDENTS
PERCENTAGE
1 Price 27 27
2 Quality 32 32
3 Service 19 19
5 Schemes 9 9
TOTAL 100 100
Source:-Survey
Graph No. :- 6
INTERPRETATION-
According to dealers, most important parameter for more sale of Refrigerator
is Quality and then Price, Services, Advertisement and Schemes.

32
Table no.7 shows Major brands of Washing Machine sold by dealers.
Sr. NO.
BRAND
NO. OF
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
TOTAL 100 100
Source:- Survey
Graph No. :-7
INTERPRETATION-
According to dealers, LG is leading in Washing Machine market with 18%, after that
VIDEOCON and SAMSUNG is leading in Meerut district.

33
Table No.8 shows most important parameter for more sale of Washing Machine
Sr. NO. REASONS FOR
MORE SALES
NO. OF
RESPONDENTS
PERCENTAGE
1 Price 26 26
2 Quality 32 32
3 Service 24 24
5 Schemes 8 8
TOTAL 100 100
Source:- Survey
Graph No.8
INTERPRETATION-
According to dealers, the most important factor which affects the sales of washing
machine is QUALITY, and then prices and services is considered by the customers.

34
NO.
OF
RESPONDEN
Table No.9 shows Major brands of DVD sold by dealers.
Sr. NO.
BRAND
NO. OF
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
TOTAL 100 100
Source:-Survey
Graph No. :- 9
INTERPRETATION-
According to dealers, PHILIPS is the most popular brand in DVD market with 22%, after
that ONIDA with 15% and VIDEOCON with 13% on 3rd
position.

35
Table No.10 shows most important parameter for more sales of DVD
Sr. NO. REASONS FOR
MORE SALES
NO. OF
RESPONDENTS
PERCENTAGE
1 Price 21 21
2 Quality 42 42
3 Service 17 17
4 Advertisement 8 8
5 Schemes 12 12
TOTAL 100 100
Source:- Survey
Graph No. 10
INTERPRETATION-
According to dealers, Quality is major factor in respect of more sale of DVD, and then
Services and prices were to be considered.

36
.
Table No.11 shows Major Brand of MICROWAVE OVEN sold by dealers.
Sr. NO.
BRAND
NO. OF
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
TOTAL 100 100
Source:- Survey
Graph No. 11
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

37
Table No.12 shows Reason for more sales of MICROWAVE OVEN
Sr. NO. REASONS FOR
MORE SALES
NO. OF
RESPONDENTS
PERCENTAGE
1 Price 21 21
2 Quality 36 36
3 Service 14 14
5 Schemes 12 12
TOTAL 100 100
Source:- Survey
Graph No. 12
INTERPRETATION-
The most important factor of more sales of microwave oven is QUALITY of the product.
Quality mostly affected on sales of microwave oven.

38
NO.
OF
RESPONDEN
Table NO.13 shows High Profit margin brands
Sr. No.
BRANDS
NO. OF
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
TOTAL 100 100
Source:- Survey
Graph No.13
INTERPRETATION-
According to dealers, in Indian consumer durable industry 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 then SAMSUNG should be on 1st
position.

39
Table No.14 shows Suggestion from dealers for SAMSUNG to increase the business
Sr. No. SUGGESTION NO. OF RESPONDENTS
1 FAST AND REGULAR
AFTER SALES SERVICE 31
2 REDUCE PRICES 21
3 INCREASE DEALER
MARGIN 15
4 ADVERTISMENT AT
RURAL AREA 13
5 IMPROVE QUALITY 10
6 REGULAR SCHEMES 9
TOTAL 100
Source:- Survey
Graph No.14
INTERPRETATION-
According to suggestion of dealers, AFTER SALES SERVICE is most important factor
which is helping to the SAMSUNG for increase the sales.
After that PRICES OF THE PRODUCT should be economic. DEALER MARGINshould increase
for motivation of dealers

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CHAPTER-IX
FINDING
1. We came to know while visiting the shop most of the dealers sold entire consumer
durable product including C-TV, Refrigerator, Washing Machine, DVD, Microwaveoven.
2. We know that during the survey in consumer durable industry in Meerut district and
rural area of meerut district LG is leading in Colour television, Washing Machine,
Refrigerator.
3. Study shows that quality is most important parameter for more sale of colour television
and then price is considered by consumers.
4. Study shows that quality of the product is most important parameter for Refrigerator
then price is considered by consumers.
5. While visiting the shop we came to know that quality is most important parameter
which is affect on more sales of Washing Machine.
6. According to Survey, Philips is most popular brand for DVD.
7. We came to know that while visiting the shop, Kenstar is most preferable brand for
Microwave oven because of their quality.
8. While visiting the shop we know that LG is gives high profit margin as compare to
other competitors.

41
9. While visiting the shop dealers suggested that after sales service is most important
factor which contributes towards the sales of Consumer durables.
10. All the dealers were not satisfied with the profit margin.
11. SAMSUNG product is costly as compare to LG and VIDEOCON.
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
up calls from SAMSUNG.s
15. Demo calls also not done properly.
16. LG and Videocon is the main competitor of SAMSUNG.
17. Advertising of SAMSUNG CTV is more effective as compare to the competitors.
18. Sales promotion scheme were sufficient.

42
.
SUGGESTIONS & RECOMANDETION
• Company should improve the after sales service of products as it is the mainfactor
for the sales of consumer products.
• If the SAMSUNG Ltd. reduces their product price like LG and VIDEOCON then
SAMSUNG will take over the LG in all categories.
• Company should distribute free key chain, calendar, t-shirts for making brandpopular
among people.
• Company should introduce low price and low power consumption Refrigeratorforacquiring
the middle income group.
• Dealer desire more advertisement to be done through local newspaper and cableTV
ads. To make consumers aware about the product.
• Prompt of service in time.
• Advertisements of the company’s products should focus on quality rather thenprice.
• Company should target upper middle class or premium class customers.
• Company should introduce low cost products to satisfy the needs of low or middleclass.
• Demo calls as well as follow up Help Company to maintain customer relationshipand
hence the company should focus on these aspects.
• SAMSUNG ltd. should concentrate on after sales service.
• SAMSUNG ltd. should try to trap the rural market.

43
CHAPTER-X
Conclusion
• With respect to the above study and the findings thereby, the company
hasdefinitely entrenched into the urban market.
• With few more concerted efforts, the said organization needs to enter the
ruralmarket in order to completely establish itself all over.

44
ANNEXURE
Questionnaire
Study of Consumer Durable Market for SAMSUNG Electronics Ltd.
With Special reference To Meerut district.
Name of shop:
Address:
Contact no.:
1) Which is consumer durable product you sold from your shop?
□C-TV □Refrigerator □Washing Machine
□DVD □Microwave
2) How many no. of company’s product you sold from your shop?
□ONE
□TWO
3) Which is consumer durable product you sold from your shop?
□C-TV □Refrigerator □Washing Machine
□DVD □Microwave
4) How many no. of company’s product you sold from your shop?
□ONE
□TWO
□THREE
□FOUR
□FIVE
□SIX
5) Which is major brand of Colour-Television you sold from your shop?
□SAMSUNG □LG □ Videocon □ Onida
□ Sansui
6) What is the important parameter for more sales of Colour-Television brand?
□Price □ Quality □ Services □ Advertisement
□ Schemes

45
7) Which is major brand of Refrigerator you sold from your shop?
□ Godrej □ Whirlpool □ Kenstar □ LG
□ SAMSUNG □ Videocon □ Kelvinator
8) What is the important parameter for more sales of Refrigerator brand?
□ Price □ Quality □ Services □ Advertisement
□Schemes
9) Which is major brand of Washing Machine you sold from your shop?
□ IFB □ Whirlpool □ Kenstar □ LG
□ SAMSUNG □ Videocon □ Kelvinator □ Godrej
10) What is the important parameter for more sales of Washing Machine brand?
□ Schemes
11) Which is major brand of DVD you sold from your shop?
□SAMSUNG □ LG □ Videocon □ Onida
□ Sansui □ Philips □ Intex □SONY
12) What is the important parameter for more sales of DVD brand?
□ Schemes
13) Which is major brand of Microwave you sold from your shop?
□SAMSUNG □ LG □ Videocon □ Kenstar
□ Godrej □ Philips □ Bajaj □SONY
14) What is the important parameter for more sales of Microwave brand?
□Price □ Quality □ Services □ Advertisement
□ Schemes
15) Which company’s product you give high profit margin?
□SAMSUNG □LG □VIDEOCON □SONY
□WHIRLPOOL □GODREJ □PHILIPS □KENSTAR
16) What are your suggestions for SAMSUNG to increase the sales?

46
CHAPTER-XI
Bibliography
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

Samsung consumer durable market study

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