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RESEARCH REPORT ON
‘CONSUMER DURABLES’

2. SUBMITTEDTO: SUBMITTEDBY:
Mr. SandeepSingh Ashish Kr. Singh
Associate professor Roll No . 11460026
SMS,Varanasi BBA 6th
Semester
DECLARATIONS

3. I hereby declare that report entitled “CONSUMER
DURABLES” submitted by me in partial fulfilment of the
requirements for the Bachelor of Business
Administration (BBA), is my original work and that it
has not previously formed the basis for the award of
any other Degree, Diploma, Fellowship or any other
titles.
Place:
Date:
Candidate’s Signature
ACKNOWLEDGEMENT

4. At the outset, I take the privilege to convey my sincere gratitude to
those whose co-operation; suggestions and support helped me to
accomplish the project work successfully.
I would like to express my deepest sense of gratitude to respected
Mr.Sandeep singh and my faculty guide for their valuable guidance,
inspiration and encouragement.
Also I would also like to express my special thanks to our program
Co-ordinator Mr. Atish Khadse and all the faculty members for their
constant help for the completion of the project. Their ever available
encouragement and enlightening guidance has been of immense
help towards the successful completion of the project.
Above all, I would like to express my deep gratitude to my parents
for providing me the moral support without which it was impossible
to complete the project.
PREFACE

5. As this Research report is a part of BBA course, it gives a great
pleasure for me to get Research report and present the same
through analysis and interpretation on “Consumer Durables”.
The Research report was conducted by secondary Research report
method in which secondary data recorded by internet.
TABLE OF CONTENTS

6. 1. INTRODUCTION
2. CONSUMER DURABLE GOODS
3. INDUSTRY PROFILE
4. ANALYSIS
5. FINDINGS
6. OBJECTIVES
7. RESEARCH METHODOLOGY
8. CONCLUSIONS
9. SUGGESTIONS
10. LIMITATIONS
11. BIBLIOGRAPHY
INTRODUCTION

7. 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% in 2007-2008. 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 penetration
Level of the consumer durables is still low in India.
Indian Consumer durables market used to be dominated by few domestic
players like Godrej, Voltas, Allwyn and Kelvinator. But post liberalization
many foreign companies have entered into Indian market dethroning the Indian
players and dominating Indian market the major categories being CTV,
REFRIGRATOR, MICROWAVE OVEN and WASHING MACHINES.

8. 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.
Consumer Durable Goods

9. Understand the meaning and categories of consumer durable
goods followed by a short discussionon performance of consumer durable
industry in past and its outlook for future. Understand the key challenges that
are faced by companies operating in consumer durable industry.
Highly durable goods suchas refrigerators, cars, or mobile phones usually
continue to be useful for three or more years of use, and hence durable goods
are typically characterized by long periods between successive purchases. These
durable goods are referred to as Consumer Durables and examples of consumer
durable goods include cars, household goods (home appliances, consumer
electronics, furniture, etc.), sports equipment, and toys. As the second purchase
for durable goods lags time difference, generally they are sold on a higher
margin.
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 cellphones and kitchen appliances like
microwave ovens are 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, etc.
The consumer durables industry can be broadly classified into two segments:
Consumer Electronics and Consumer Appliances. Consumer Appliances can be

10. further categorized into Brown Goods and White Goods.The key productlines
under each segment are as follows.
White Goods
 Kitchen Appliances
 Refrigerators
 Washing Machines
 Air-conditioners
 Speakers and Audio Equipment
Kitchen Appliances / BrownGoods Consumer Electronics
 Mixers
 Grinders
 Microwave Ovens
 Iron
 Electric Fans
 Cooking Range
 Chimneys
Consumer Electronics
 Mobile Phones
 Televisions
 MP3 Players
 DVD Players
 VCD Players
 iPad

11. Performance:
In the past10 years, the global market has witnessed a surge in demand as
economies suchas Brazil, Mexico, India and China have opened up and begun
rapid development. The consumer durables industry has always exhibited
impressive growth despite strong competition and constant price cutting. There
exists a very strong correlation between demand for durables and income.
Leading players in this sector include Sony Corporation, Toshiba Corporation,
Whirlpool Corporation and Panasonic Corporation.
Developing countries such as India and China have largely been shielded from
the backlash of the recession, as consumers continued to buy basic appliances.
In fact, China has been ranked the second-biggest market in the world for
consumer electronics. Despite the recession, their strong domestic economy and
growing high-income population have buoyed demand leading to aggressive
market growth.
Challenges in Consumer Durable Industry:
The challenges faced by Consumer Durable Industry are listed below:
 Local industry dynamics
 Supply-related issues pertaining to distribution and infrastructure
 Demand issues due to competition from imported goods
 Lack of well-developed distribution networks
 Penetrating fastest growing rural areas
 Electricity availability
 Road infrastructure
 Systematic production
 Labor availability
 Increasing choice from both domestically produced and imported goods

12.  Superior technology
 Steady flow of capital
 Well-acknowledged brands
 Extensive distribution network
 Insight in local market conditions- Learn more at www.technofunc.com.
Your online source for free professional tutorials.
INDUSTRY PROFILE

13. 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, etc.
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.

14. 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

15. 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.
India has an increasingly a fluent middle class population that, on the back
of rapid economic growth, has made the countries consumer
electronics industry highly dynamic. The industry had been witnessing
significant growth in recent year due to several factors such as retails
boom, growing disposable income and availability of easy
finance scheme. But still the consumers electronics goods such as Colour
T.V. refrigerator, microwave, and washing machine have low penetration
in the country., representing vast room for growth . This is attracting many
foreign players in country.
Since the penetration of several products T.V. refrigerators are reaching
saturation in the urban areas the markets for this products are shifting to
the semi urban and rural area.
The Indian consumer durables industry has witnessed a

16. considerable change in the past couple of years. Changing lifestyle,
coupled with greater affordability and a surge in advertising has been
instrumental in bringing about a sea change in the consumer behavior
pattern.
This industry consists of durable goods used for domestic purposes such
as televisions, washing machines, refrigerators, microwave ovens, mobile
phones etc. The growth in the consumer durables sector has been driven
primarily by factors such as the boom in the real estate &
housing industry, higher disposable income, emergence of the retail
industry in a big way coupled with rising affluence levels of a considerable
section of the population.
In Indian consumer durables industry, a shift in the consumer
preferences towards higher end, technologically advance branded
products has been quite discernable. This shift can be explained by
narrowing differentials between the prices of branded and unbranded products
added with the high quality of after sales service provided by the branded
players. . The shift has also been triggered by the availability of foreign
branded products in India owing to lower import duties coupled with other
liberal measures as introduced by the government.

17. A major appliance, or domestic appliance, is usually defined as a large
machine which accomplishes some routine housekeeping task, which includes
purposes suchas cooking, or food preservation, whether in a household,
institutional, commercial or industrial setting. An appliance is differentiated
from a plumbing fixture becauseit uses an energy input for its operation other
than water, generally using electricity or natural gas/propane. An object run by a
watermill would also be considered an appliance. The term white goods or
whiteware[1] is also used for these items, primarily where British English is
spoken, although definitions for the term "white goods" can differ. In the United
States, the term white goods more commonly refers to linens rather than
appliances.[2]
Major appliances have becomemore technically complex from the controlside
recently with the introduction of the various Energy Labelling rules across the
world. This has meant that the appliances have been forced to becomemore and
more efficient leading to more accurate controllers in order to meet the
regulations.
Major appliances are differentiated from small appliances because they are
large, difficult to move, and generally fixed in place to some extent. They are
often considered fixtures and part of real estate and as suchthey are often
supplied to tenants as part of otherwise unfurnished rental properties. Another
frequent characteristic of major appliances is that they may have substantial
electricity requirements that necessitate special electrical wiring to supply
higher current and/or voltage than standard electrical outlets can deliver. This
limits where they can be placed in a home.

18. Brands
A modern front-loading washing machine
Major Appliance brands include such companies as Whirlpool, LG, B/S/H/
(Bosch & Siemens), Electrolux, Samsung, Godrej, Frigidaire, Dyson, AEG,
Hitachi, Toshiba, Gorenje, Fujitsu, Haier, Midea, GE, Zanussi, Hotpoint,
Candy, Mabe Mexico, Inglis, Kenmore Appliances, White Westinghouse,
Indesit, Fagor, Beko, Blomberg, Vestel and Fulgor. A smaller number of
distributors controlgroups of these brands

19. MAJOR PLAYERS OF CONSUMER DURABLES
Type Public
Traded as
NYSE: WHR
S&P 500 Component
Industry Household appliances
Founded St. Joseph, Michigan (1911)
Founder(s)
Louis Upton
Emory Upton
Headquarters
Benton Charter Township,
Michigan, United States
Area served Worldwide
Key people
Jeff M. Fettig
(Chairman and CEO)
Products Major and Small appliances
Revenue
US$ 18.143 billion
(2012)[1]
Operating
income
US$ 869 million (2012)[1]

20. Profit US$ 401 million (2012)[1]
Totalassets
US$ 15.396 billion
(2012)[1]
Totalequity US$ 4.260 billion (2012)[1]
Employees 68,000 (2012)[1]
Website www.whirlpoolcorp.com
Whirlpool Corporationis an American multinational manufacturer and
marketer of home appliances headquartered in Benton Charter Township,
Michigan, United States, near Benton Harbor, Michigan.[2][3] The company is
listed in Fortune 500 and has annual revenue of approximately $18.4 billion,
more than 70,000 employees, and more than 70 manufacturing and technology
research centers around the world. The company markets Whirlpool, Maytag,
KitchenAid, Jenn-Air, Amana, Gladiator GarageWorks, Inglis, Estate,
Brastemp, Bauknecht and Consul. After acquiring the Maytag Corporation on
March 31, 2006, the Whirlpool Corporation surpassed Electrolux to become
"the largest home appliance maker in the world."[citation needed]

21. In the U.S., Whirlpool has 8 manufacturing facilities:Amana, Iowa; Tulsa,
Oklahoma; Cleveland, Tennessee; Ohio: Clyde, Findlay, Greenville, Marion
(and Ottawa).
Chronology
Year
2001
Inglis Ltd. changes its name to Whirlpool Canada. Whirlpool continues to
market Inglis appliances to this day. Surpassed $10 billion in annual
revenues.
2002 Surpassed $11 billion in annual revenues.
2003 Surpassed $12 billion in annual revenues.
2004 Surpassed $13 billion in annual revenues.
2005
Maytag Corporation shareholders voted to acceptWhirlpool Corporation's
stockpurchase. U.S. Justice Department began a review of the merger.
Surpassed $14 billion in annual revenues.
2006
Acquired the Maytag, including the Maytag, Jenn-Air, Amana, Jade,
Magic Chef, Admiral, Hoover, and Dixie-Narco brands, after Justice
Department approved the merger. Sold Dixie-Narco to Crane Co., and
Amana Commercial to AGA.
Surpassed $18 billion in annual revenues.
2007
Sold Hoover to Techtronic Industries, TTI Floorcare.[4] and Jade
Appliances to Middleby Corporation. Also closed plants in Newton, Iowa;
Searcy, Arkansas; and Herrin, Illinois. This resulted in the suddenloss of
4500 jobs in the affected communities.

22. Surpassed $19 billion in annual revenues.
2008
Location closings in La Vergne, Tenn; Reynosa, Mexico; and Oxford,
Miss. Later the announcement of Dishwasher plant in Jackson, TN to
close in August 2009
2009
Whirlpool acquired WC Woods from Bankruptcy [5] and to keep Ottawa,
OH plant open; Whirlpool to close Evansville plant;[6] Whirlpool has
received $19.3 million in U.S. Department of Energy funding as part of its
Smart Grid Investment Grant program [7]
2010
Whirlpool announced plans for its 100th Anniversary in 2011 and
unveiled its 100th Anniversary logo as well as an updated corporatelogo.
The celebrations shall take place in Benton Harbor, Michigan on
11/11/11.[8][9]
Also, tookover former KarstadtQuelle brand Privileg from Otto Group.[10]
2011
Whirlpool announces the closer of the Fort Smith, Arkansas plant.
Production of built-in refrigerators will shift to Amana, Iowa. Production
of trash compactors will shift to Ottawa, Ohio. Productionof the reduced,
declining volumes of side-by-side refrigerators will be accommodated
within current excess capacity in Ramos Arizpe, Mexico where
employment levels will remain flat to negative.[11]
2012
Whirlpool opens a new manufacturing plant in Cleveland, TN replacing a
123-year-old facility. The $200 million dollar project added about 130
jobs to an already established workforce of 1,500. The 1 million square
foot facility manufactures premium cooking appliances for Whirlpool's
portfolio of brands. The project also includes a distribution center

23. Corporate Logo (used since 1995)
Type Public
Traded as KRX: 003550
Industry Conglomerate
Founded January 5, 1947
Founder(s) Koo In-Hwoi
Headquarters Seoul, South Korea
Area served Worldwide
Key people
Koo Bon-Moo
(Chairman & CEO)
Yu Sig Kang
(Vice Chairman & Co-CEO)
Juno Cho, (EVP, COO, &
Director)
Products
Electronics, chemicals,
telecommunications,
engineering, information
technology, power generation
Revenue US$143 Billion (2012)[1]

24. Employees 220,000 (2012)[1]
Subsidiaries
LG Electronics
LG Display
LG Telecom
LG Chem
LG Life Sciences
LG Solar Energy
Website www.lgcorp.com
This article contains Koreantext.
Without proper rendering support, you
may see question marks, boxes, or
other symbols instead of Hangul and
hanja.
Stake ownership structures(As of 2012)

25. LG Twin Towers
An LG microwave oven
LG's ad campaigns have sometimes utilized celebrities suchas South Korean
pop girl group Girls' Generation for their products, suchas this for the LG
Cookie cell phone in 2010.

26. LG Side-By-Side Refrigerator (KF-P8903 HLP).
LG Corporation(Korean: LG 법인) is a South Korean multinational
conglomerate corporation. It is the fourth-largest company of its kind in South
Korea, following Samsung Group, Hyundai Motors Group and SK group. Its
headquarters are situated in the LG Twin Towers building in Yeouido-dong,
Yeongdeungpo-gu, Seoul.[2] LG makes electronics, chemicals, and telecom
products and operates subsidiaries such as LG Electronics, Zenith, LG Display,
LG Telecom and LG Chem in over 80 countries.
History
LG Corp. founder Koo In-Hwoi established Lak-Hui Chemical Industrial Corp.
in 1947.[3] In 1952, Lak-Hui (pronounced "Lucky", currently LG Chem) became
the first Korean company to enter the plastic industry. As the company
expanded its plastic business, it established GoldStar Co. Ltd. (currently LG
Electronics Inc.) in 1958. Both companies Lucky and GoldStar merged and
formed Lucky-Goldstar.

27. GoldStar produced South Korea's first radio. Many consumer electronics were
sold under the brand name GoldStar, while some other household products (not
available outside South Korea) were sold under the brand name of Lucky. The
Lucky brand was famous for hygiene products suchas soaps and HiTi laundry
detergents, but the brand was mostly associated with its Lucky and Perioe
toothpaste. Even today, LG continues to manufacture some of these products for
the South Korean market, suchas laundry detergent.
In 1995, to compete better in the Western market, the Lucky-Goldstar
Corporation was renamed "LG", (the abbreviation of "Lucky-Goldstar"). The
company also associates the letters LG with the company's tagline "Life's
Good", which is actually a backronym. Since 2009, LG has owned the domain
name LG.com.
In 1996 LG formed a joint venture with IBM; it was later terminated.[4]
On 1 April 2000, LG Chemical was split into three separate companies, namely
LGCI, LG Chem, and LG Household & Health Care. Later, in July 2007, LG
Chem merged with LG Petrochemical.[5]
Since 2001, LG has two joint ventures with Royal Philips Electronics: LG
Philips Display and LG Philips LCD, but Philips sold off its shares in late
2008.[6] In 2005, LG entered into a joint venture with Nortel Networks, creating
LG-Nortel Co. Ltd.
On November 30th 2012, comScorereleased a report of the October2012 U.S.
Mobile SubscriberMarket Share that found LG lost its place as second in the
U.S mobile market share to Apple Inc. [7]
On 20 January 2013, Counterpoint Research announced that LG has overtaken
Apple to becomesecond largest smartphone manufacturer in the US. [8]

28. LG has owned the LG Twins baseball club in Seoul, South Korea, since 1989.
The company logo of LG features the letters L and G, presented in the form of a
smiling human face.
Associatedcompanies
 GS Group
 LS Group
 LIG Group

29. Type Publicly traded Aktiebolag
Traded as
OMX: ELUX B
Grey Market: ELUXF
Industry Household appliances
Founded 1919
Headquarters Stockholm, Sweden
Area served Worldwide
Key people
Marcus Wallenberg
(Chairman), Keith
McLoughlin (President and
CEO)
Products Major and Small appliances
Revenue SEK 101.60 billion (2011)
Operating
income
SEK 3.017 billion (2011)
Profit SEK 2.64 billion (2011)
Totalassets
SEK 76.384 billion (end
2011)
Totalequity SEK 20.644 billion (end

30. 2011)[1]
Employees 52,916 (average, 2011)
Website www.electrolux.com
AB Electrolux(commonly known as Electrolux) is a Swedish multinational
household and professional appliances manufacturer headquartered in
Stockholm, Sweden. It is the world's second-largest household appliance maker
by revenues (after Whirlpool). Electrolux products sell under a variety of brand
names including its own and are primarily major appliances and vacuum
cleaners intended for consumer use. The company also makes appliances for
professional use.
Electrolux has a primary listing on the Stockholm StockExchange and is a
constituent of the OMX Stockholm 30 index.
History
The origins of Electrolux date back to a 1918 cooperative agreement between
sales company Svenska Elektron AB and kerosene lamp maker Lux AB.
Sales companyto major manufacturer
In 1919 a Svenska Elektron AB subsidiary, Elektromekaniska AB, became
Elektrolux. (the spelling was changed to Electrolux in 1957.)[9] It initially sold
Lux-branded vacuum cleaners in several European countries.
By 1925 the company had added absorption refrigerators to its productline and
other appliances soonfollowed: washing machines in 1951, dishwashers in
1959, and food service equipment in 1962, etc.

31. Mergers and acquisitions
The company has often and regularly expanded through mergers and
acquisitions.
While Electrolux had bought several companies before the 1960s, that decade
saw the beginnings of a new wave of M&A activity. The company bought
ElektroHelios, Norwegian Elektra, Danish Atlas, Finnish Slev, and Flymo, et
al., in the nine years from 1960 to 1969.[13] This style of growth continued
through the 1990s, seeing Electrolux purchase scores[14] of companies including,
for a time, Husqvarna.[14][15]
Hans Straberg
Hans Straberg, a President and later Chairman of the Board, led the strategic
core of an increasingly decentralised Electrolux—and was instrumental to its
rapid growth.
Restructuring
While attempts to cut costs, centralise administration, and wring out economies
of scale from Electrolux's operations were made in the 1960s and 1970s[13][14]
with the focus so firmly on growth,[14] further company-wide restructuring
efforts only began in the late 1990s.[16]

32. A public company
Electrolux made an initial public offering on the London StockExchange in
1928 (it was delisted in 2010)[17] and another on the Stockholm StockExchange
in 1930.[11][18]
Currently its shares trade on the NASDAQ OMX Nordic Market and over-the-
counter, too.[19] Electrolux is an OMX Nordic 40 constituent stock.
2000 to present
In North America the Electrolux name was long used by vacuum cleaner
manufacturer Aerus LLC, originally established to sell Swedish Electrolux
products. In 2000, Aerus transferred trademark rights back to the Electrolux
Group. Aerus stopped using the Electrolux brand in 2004.[20] Before 2000
Electrolux-made vacuums carried the Eureka brand name, and while Electrolux
continued to make Eureka-branded vacuums after it regained the right to use its
own brand, it also began selling Electrolux-branded vacuums, too. Electrolux
USA customer service maintains a database of Electrolux-made vacuums and
provides a link to Aerus in case an Electrolux-branded vacuum cleaner was
made by Aerus.[21]
Keith McLoughlin took over as President and CEO on January 1, 2011, and
became the company's first non-Swedish chief executive. In August 2011,
Electrolux acquires from Sigdo Koppers the Chilean appliance manufacturer
CTI, one of Latin America's largest producers and owner of the brands Fensa,
Gafa, Mademsa and Somela.[22]
Electrolux moved its North American headquarters from Augusta, GA to
Charlotte, North Carolina, announcing it in December 2009

33. Type Chaebol
Industry Conglomerate
Founded 1938
Founder(s) Lee Byung-chul
Headquarters
Samsung Town, Seoul, South
Korea
Area served Worldwide
Key people
Lee Kun-hee
(Chairman of Samsung
Electronics)
Products
Apparel, chemicals, consumer
electronics, electronic
components, medical
equipment, precision
instruments, semiconductors,
ships, telecommunications
equipment
Services
Advertising, construction,
entertainment, financial

34. services, hospitality,
information and
communications technology
services, medical services,
retail
Revenue
US$ 247.5 billion (FY
2011)[1]
Net income
US$ 18.3 billion(FY
2011)[1]
Totalassets
US$ 384.3 billion (FY
2011)[1]
Totalequity
US$ 159.6 billion (FY
2011)[1]
Employees 369,000 (FY 2011)[1]
Subsidiaries
Samsung Electronics
Samsung Life Insurance
Samsung Heavy Industries
Samsung C&T
Samsung SDS
Samsung Techwin etc.
Website Samsung.com
This article contains Koreantext.
Without proper rendering support, you

35. may see question marks, boxes, or
other symbols instead of Hangul and
hanja.
Samsung Group (Hangul: 삼성그룹; Hanja: 三星그룹;Korean
pronunciation: [sam.sʌŋɡɯ'ɾup̚ ])is a South Korean multinational conglomerate
company headquartered in Samsung Town, Seoul. It comprises numerous
subsidiaries and affiliated businesses, most of them united under the Samsung
brand, and is the largest South Korean chaebol.
Samsung was founded by Lee Byung-chull in 1938 as a trading company. Over
the next three decades the group diversified into areas including food
processing, textiles, insurance, securities and retail. Samsung entered the
electronics industry in the late 1960s and the construction and shipbuilding
industries in the mid-1970s; these areas would drive its subsequentgrowth.
Following Lee's death in 1987, Samsung was separated into four business
groups – Samsung Group, Shinsegae Group, CJ Group and Hansol Group. Since
the 1990s Samsung has increasingly globalised its activities, and electronics,
particularly mobile phones and semiconductors, has becomeits most important
sourceof income.
Notable Samsung industrial subsidiaries include Samsung Electronics (the
world's largest information technology company measured by 2012 revenues),[2]
Samsung Heavy Industries (the world's second-largest shipbuilder measured by
2010 revenues),[3] and Samsung Engineering and Samsung C&T (respectively
the world's 15th- and 63nd-largest construction companies).[4] Other notable
subsidiaries include Samsung Life Insurance (the world's 14th-largest life
insurance company),[5] Samsung Everland (operator of Everland Resort, the
oldest theme park in South Korea),[6] Samsung Techwin (an aerospace,

36. surveillance and defence company) and Cheil Worldwide (the world's 16th-
largest advertising agency measured by 2011 revenues).[7][8]
Samsung has a powerful influence on South Korea's economic development,
politics, media and culture, and has been a major driving force behind the
"Miracle on the Han River".[9][10] Its affiliate companies producearound a fifth
of South Korea's total exports.[11] Samsung's revenue was equal to 17% of the
South Korea's $1082 billion GDP.
Name
According to the founder of Samsung Group, the meaning of the Korean hanja
word Samsung (三星)is "tristar" or "three stars". The word "three" represents
something "big, numerous and powerful"; the "stars" mean eternity.[13]
History
1938 to 1970
The headquarters of Samsung Sanghoes in Daegu in the late 1930s
In 1938, Lee Byung-chull (1910–1987) of a large landowning family in the
Uiryeong county came to the nearby Daegu city and founded Samsung Sanghoe
a small trading company with forty employees located in Su-dong (now Ingyo-
dong). It dealt in groceries produced in and around the city and produced its

37. own noodles. The company prospered and Lee moved its head office to Seoul in
1947. When the Korean War broke out, however, he was forced to leave Seoul
and started a sugar refinery in Busan named Cheil Jedang. After the war, in
1954, Lee founded Cheil Mojik and built the plant in Chimsan-dong, Daegu. It
was the largest woollen mill ever in the country and the company took on the
aspectof a major company.
Samsung diversified into many areas and Lee sought to help establish Samsung
as an industry leader in a wide range of enterprises, moving into businesses such
as insurance, securities, and retail. Lee placed great importance on
industrialization, and focused his economic development strategy on a handful
of large domestic conglomerates, protecting them from competition and
assisting them financially.[15]
In the late 1960s, Samsung Group entered into the electronics industry. It
formed several electronics-related divisions, suchas Samsung Electronics
Devices Co., Samsung Electro-Mechanics Co., Samsung Corning Co., and
Samsung Semiconductor & Telecommunications Co., and made the facility in
Suwon. Its first productwas a black-and-white television set.

38. Type Private
Industry Conglomerate
Founded 1897[1]
Founder(s)
Ardeshir Godrej
Pirojsha Godrej
Headquarters Mumbai, Maharashtra, India
Area served Worldwide
Key people
Adi Godrej (Chairman),
Jamshyd Godrej, Nadir
Godrej
Products
Real estate, FMCG, industrial
engineering, Appliances,
Furniture, Security, Agri care,
and others
Revenue
21600 crore
(US$4.0 billion)(2013) [2]
Employees 26,000 (2013)
Subsidiaries
GCPL, Godrej Infotech Ltd,
Godrej Industries Ltd, Godrej

39. Properties, Godrej Agrovet
Website www.godrej.com
Godrej Group is an Indian conglomerate headquartered in Mumbai,
Maharashtra, India. It was founded by Ardeshir Godrej and Pirojsha Godrej in
1897, Lalbaug, Mumbai. It operates in diverse sectors suchas real estate,
consumer products, industrial engineering, appliances, furniture, security and
agricultural products,toname a few. It's turnover is in excess of 3.3 billion
dollars.
Background
Godrej Group is one of the largest conglomerates based in Mumbai, India,
involved in various industries that include appliances, precision equipment,
machine tools, furniture, healthcare, interior solutions, office equipment, food-
processing, security, materials handling and industrial storage solutions,
construction and information technology. Its products include Locks, access
control systems, security systems and safes, typewriters and word processors,
rocket launchers, refrigerators and furniture, outsourcing serble oils and
chemical, mosquito repellents, car perfumes, chicken and agri-products,
material handling equipment like FORKLIFT trucks, stackers, tyre handlers,
sweeping machines, access equipment etc. The Group is headed by Adi Godrej
and Jamshyd Godrej.
Traditionally, Vikhroli, a suburb to the Northeast of Mumbai has been Godrej's
manufacturing base, but increasingly the group have moved significant
production facilities away from Mumbai. The Godrejgroup also owns vast land
in Vikhroli, occupying 3500 acres (14 km2) of land on both sides of the Vikhroli
section of the LBS marg. That makes the Godrejgroup the biggest private land

40. owner in Mumbai by far[citation needed]. Such vast land can, in theory, be used to
create at least 1,500 acres (6.1 km2) of residential floor space, which, at very
modest rates (Rs.10000/sq ft), can be sold for USD 16 billion. Thus, the Godrej
group is sitting on an invisible cashpile that is an envy of other Indian
conglomerates[citation needed].
Timeline
1897 - Godrej is establishedin 1897
 1902 - Godrejmakes its first Indian Safe
 1918 - GodrejSoaps Limited incorporated
 1961- Godrej Started Manufacturing Forklift Trucks in India
 1971- Godrej Agrovet Limited began as an Animal Feeds division of
Godrej Soaps
 1974 - Veg oils division in Wadala, Mumbai acquired
 1990 - GodrejProperties Limited, another subsidiary, established
 1991 - Foods business started
 19ted incorporated
 1994 - Transelektra Domestic Products acquired
 1995 - Transelektra forged a strategic alliance with Sara Lee USA
 1999 - Transelektra renamed GodrejSara Lee Limited and incorporated
Godrej Infotech Ltd.
 2001 - GodrejConsumer Products was formed as a result of the demerger
of Godrej Soaps Limited. GodrejSoaps renamed Godrej Industries
Limited
 2002 - GodrejTea Limited set up
 2003 - Entered the BPO solutions and services spacewith GodrejGlobal
Solutions Limited

41.  2004 - GodrejHiCare Limited set up to provide a Safe Healthy
Environment to customers by providing professional pest management
services
 2006 - Foods business was merged with Godrej Tea and Godrej Tea
renamed GodrejBeverages & Foods Limited
 2007 - GodrejBeverages & Foods Limited formed a JV with The
Hershey Company of North America and the company was renamed
Godrej Hershey Foods & Beverages Limited
 2008 - Godrejrelaunched itself with new colourful logo and a fresh
identity music
 2010 - Godrejlaunched GoJiyo a free, browser based 3D virtual world[4]
 2011 - Godrej& Boyce shuts down its typewriter manufacturing plant,
the last in the world

42. THE KEY GROWTH DRIVERS FOR INDIAN CONSUMER
DURABLES INDUSTRY ARE
Rise in disposable income: The demand for consumer electronics has
been rising with the increase in disposableincome coupled with more and more
consumers falling under the double income families. The growing Indian
middle class is an attraction for companies who are out there to woo them.
Availability of newer variants of a product: Consumers are spoilt
for choice when it comes to choosing products. Newer variants of a productwill
help a company in getting the attention of consumers who look for innovation in
products.
Product pricing: The consumer durables industry is highly price
sensitive, making price the determining factor in increasing volumes, at least
for lower range consumers. For middle and upper range consumers, it
is the brand name, technology and productfeatures that are important.
Availability of financing schemes: Availability of credit and the
structure of the loan determine the affordability of the product. Sale of a
particular productis determined by the costof credit as much as the flexibility
of the scheme.

43. Rise in the share of organisedretail: Rise in organised retail will set the
growth paceof the Indian consumer durables industry. According to a working
paper released by the Indian Council for Research on International Economic
Relations (ICRIER), organised retail which constituted a mere four percent of
the retail sectorin FY07 is likely to grow at 45-50% per annum and quadruple
its share in the total retail pie 16% by 2011-2012. The share will grow
with bigger players entering the market.
Innovative advertising and brand promotion: Sales promotion
measures such as discounts, free gifts and exchange offers help a
company in distinguishing itself from others.
Festive seasonsales:Demand for colour TVs usually pick up during the festive
seasons. As a result most companies come out with offers during this period to
cash in on the festive mood. This period will continue to be the growth driver
for consumer durable companies.

44. Major hurdles and challenges plaguing the
Indian consumer durables sector:
Threat from new entrants, especially global companies: The
domestic consumer durables sector faces threat from newer
companies, especially from global ones who have technologically
advanced products to offer.
Rivalry and competition: Presence of a large number of players in
the domestic consumer durables industry leads to competition and
rivalry among companies. Threat from rivalry and competition poses a threat to
domestic companies.

Potential markets remaining yet untapped: A large segment of the
domestic market, mostly the rural market is yet to be tapped. Tapping
this yet untapped and unorganised market is a major challenge for the
Indian consumer durables sector.
Threat from substitute products/services: The domestic consumer
durables industry is plagued by threats from substitute products. Easy
accessibility to theatres/multiplexes, especially in urban areas has
turned off the viewership from TV to a large extent. With the advent of a horde
of FM radio stations, radio sets have now substituted TVs.

45. Customer power with respect to availability of choice: The
availability of a wide product line on account of most products being
homogeneous, poses a threat for companies operating in the consumer durables
sector. Customers have the choice of both domestically produced and
imported goods, with similar features.
The industrial sector grew in moderation during FY08 at 8.5% on the back of a
comparatively higher growth of 11.5% during the previous fiscal. The country’s
real GDP grew by 9% during FY08; a tad lower than 9.6% in the previous
fiscal. The consumer durables segment witnessed a fall in production
particularly for items where consumer preferences have shifted towards
newer products. Shifting in the consumption pattern coupled with rising
input costs of steel, iron ore etc. may further affect the production levels of
these goods. On the supply side newer variants of consumer durables on the
back of technological advancements have flooded the market, whereas on the
demand side it is the prospering middle class and consumerism which have led
to changing demand patterns.
Consumer durables: Industry size, growth and trends:
During FY 12, volume share of consumer durables was as follows
The consumer durable market in India was estimated to be around US $ 4.5
billion in 2006 – 07. More than 700 million units have been sold in the year 06-
07. Colour T.V. forming the bulk of the sales with 30% share of volume.
CTV, refrigerator and Air conditioner together constitute more than 60
% of the sales in terms of the number of units sold.

46. The CTV production was 15.10 million units in 06-07 and is expected to grow
by at least 25 % . At the disaggregated level conventional CTV volumes have
been falling while flat TV’s have grown strongly. The flat segment of the
CTV now accounts for more than 60% of the total domestic TV
production.
High end products such as Liquid crystal display ( LCD), and plasma display
TV grew by 400 % and 150 % respectively in 06-07 with sharp decline in the
price of these products.

47. CONSUMER DURABLES MARKET
The consumer durables market is divided into two segments – consumer
electronics, also known as the brown goods (television, digital camera, audio-
video systems, computers, electronic accessories, etc) and consumer appliances
or the white goods (air conditioners, refrigerators, microwave ovens, other
household appliances, etc.).
In its initial years, the sectorrelied greatly on media and advertising for
consumer penetration. Liberalisation of markets in late 1990s saw the entry of
global players like Samsung and LG and a shift in focus towards product
innovation. Accessibility to high-end products was, however, low till mid
2000s. Last few years has seen high end and aspirational products like air
conditioners and High Definition TVs gain stronghold in the market.
The industry size for consumer durables stands at Rs 350 billion (as on March
2012). The sectorrides and relies on the state of the country’s economy. With
household incomes in top 20 cities across India expected to grow at 10 percent
annually over the next eight years, and concepts ofeasy loans, equated monthly
instalment (EMI) charges, availability of credit, etc., becomecommonplace, the
Indian consumer is likely to spend more on both utility and luxury consumer
goods.
The consumer durables sectoris marked by stiff competition between market
players to launch newer models and versions of products, discounts and
chemes. The key players in the consumer durables sectorare MNCs like LG,
Samsung, Blue Star, Daikin, Hitachi, Sony, etc. LG and Samsung account for
the largest shares of the market, and it is estimated that India’s share in their
global revenues will double to 12 per cent in FY15 from 6 per cent in FY10 and
similarly from 2.5 per cent to 5 per cent respectively.

48. MARKET TRENDS FOR THE FUTURE
Estimates provided by CorporateCatalyst India (CCI) indicate that the
consumer durables market is expected to double at 14.8 per cent CAGR to
USD12.5 billion in FY15 from USD6.3 billion in FY10. Further, demand from
rural and semi-urban areas is expected to expand at a CAGR of 25 per cent to
USD6.4 billion in FY15 from USD2.1 billion in FY10.
All major companies in this sectorhave elaborate expansion plans for the near
future. Japan’s Panasonic plans to invest USD208 million by 2014 by setting up
manufacturing units and an advanced R&D centre. Samsung plans to invest
USD94 million to expand capacity by 2012. Market leader LG has outlined
around USD292 million for enhancing production capacity and strengthening its
LG brand shop network by 2012.

49. FACTORS THAT WILL DRIVE GROWTHIN THIS SECTOR
 Increased disposable incomes and greater accessibility to credit is
growing the consumer base, especially in the middle and upper sections
of the population.
 Relaxation of tariffs and increased liberalisation amid a favourable FDI
environment is leading to expansion in India, increased investments and
greater R&D. Key players like Whirpool, Hitachi, and Panasonic
announced huge investment plans in the year 2011.

50. CONSUMER DURABLE COMPANIES IN INDIA ACORDING TO THEIR
ALPHABET
A
Aplab Ltd
B
Bajaj Electricals LimitedBalkrishna Industries Ltd.Bombay Burmah Trdg.
Corpn. Ltd.BPL Ltd.
C
Calcom Vision Ltd
F
Fedders Lloyd Corporation Ltd.Forbes & Company Ltd.
G
Gandhimathi Appliances LtdGillette India LimitedGorani Industries Ltd.
H
Haier Appliances (India) Private LimitedHavells India LtdHawkins Cookers Ltd
I
IFB Industries LtdInd-Agiv Commerce LtdIntegrated Technologies Ltd
J

51. J C T Electronics LimitedJaipan Industries LtdJHS Svendgaard Laboratories
LtdJyothy Laboratories Ltd
K
Kanchan International LtdKhaitan Electricals Ltd.
L
Lloyd Electric & Engineering LtdLT FoodsLtd
M
MIRC Electronics Ltd.Monica Electronics LtdMVL Industries Ltd
P
Panasonic A V C Networks India Company LtdPanasonic Home Appliances
India Company LtdPolar Industries Ltd.Polygenta Technologies Ltd
R
Rexnord Electronics & Controls LtdRuttonsha International Rectifier Ltd
S
Salora International LtdSamtel Color LimitedShah Foods LtdSharp India
LtdSiemens LimitedSinger India LtdSintex Industries Ltd.Sujana Universal
Inds. LtdSunrise Soaps & Chemicals LtdSymphony Comfort Systems Ltd
T
Tasty Bite Eatables LtdTrend Electronics LtdTTK Prestige Ltd
U

52. Usha International LtdUsher Agro Ltd
V
Value Industries LtdVideocon Industries LtdVoltamp Transformers LtdVoltas
Limited
W
Whirlpool Of India Ltd.Willard India Ltd.
#
3M India Limited

53. OBJECTIVES OF THE PROJECT
 To study about the number of brands of consumer durable in India.
 To study brand preference of for consumer durable goods..
 To study about the most important parameter for selection of brand of
Colour television, Refrigerators, Washing machine, DVD, Microwave
oven.
 To study the profit margin of major brands in consumer durable.

54. RESEARCH METHODOLOGY
The information required for the study was collected in the form of Secondary
data. The present research is of descriptive type. The information was gathered
from Media and Secondarybased data.
RESEARCH DESIGN
A research design is the arrangement of conditions for the collection and
analysis of data in a manner that aims to combine relevance to the research
purposewith economy in procedure.
In fact, the research design is the conceptualstructure within which research is
conducted. It constitutes the blueprint for the collection, measurement and
analysis of data.
Research design facilitates smoothsailing of various research operations,
thereby making research as efficient as possibleyielding maximum with
minimal expenditure of effort, time and money.
Research design stands for advance planning of methods to be adopted for
collecting the relevant data and the techniques to be used in there analysis,
keeping in view the objective of the research and the availability of staff, time
and money.

55. NATURE OF STUDY: -
 DESCRIPTIVE
TARGET GROUP:-
 Universe
The present research is of descriptive and exploratory type.
Descriptive studies are those which are concerned with describing the
characteristics of a particular individual, or of a group. Studies concerned with
specific predictions, with narration of facts and characteristics concerning
individual, group or situations are all examples of descriptive studies.
In descriptive studies, researcher is able to define clearly, what he wants
to measure and able to find adequate methods for measuring it with clear-cut
definition of ‘population’.
The information required for the study is collected in form of secondary
data.

56. Collection of secondary data
Secondary data are those which have been collected by someone else
and which have been passed through statistical process.
Secondary data required for the study was collected from various websites,
magazines, brochures, pamphlets and newspapers.

57. ANALYSIS
GRAPPH FOR RISE OF PRISES OF CONSUMER DURABLE
GOODS IN INDIA

58. 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, Microwave oven.
2. Consumer durable industry in India and rural area of 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.
4. Study shows that quality of the product is most important parameter for
Consumer Durable then price is considered.
5. Profit margin are .not satisfactory.
6. Demo calls also not done properly.
7. Sales promotion scheme are sufficient.

59. SUGGESTIONS &RECOMANDETION
 Company should improve the after sales service of products as it is the
main factor for the sales of consumer products.
 Company should distribute free key chain, calendar, t-shirts for making
brand popular among people.
 Company should introduce low price and low power consumption
Refrigerator for acquiring the middle income group.
 Dealer desire more advertisement to be done through local newspaper and
cable TV ads. To make consumers aware about the product.
 Prompt of service in time.
 Advertisements of the company’s products should focus on quality rather
then price.
 Company should target upper middle class or premium class customers.
 Company should introduce low cost products to satisfy the needs of low
or middle class.
 Demo calls as well as follow up Help Company to maintain customer
relationship and hence the company should focus on these aspects.

60. Limitation
As the universe is too large and to take opinion is very difficult.
Exact data is not given on net.
Due to shortage of time, response of countable sites and magzines are
taken.
These information is totally correct and appropriate as it's purely made
and based on secondary data.

61. CONCLUSION
The sectoris characterised by strong growth trends in all domains – from rise in
affordability factor of Indian population, increased penetration and exponential
growth of rural markets, policy supportin terms of FDI, to large scale
investment plans by corporate. The consumer durables sectoris set for an
upward graph with numerous opportunities for those involved in it.
With respect to the above study and the findings thereby, the company has
definitely entrenched into the urban market.
With few more concerted efforts, the said organization needs to enter the rural
market in order to completely establish itself all over.

62. BIBLIOGRAPHY
1 Rural Marketing Text & Cases - U.C. Mathur, Excel Books
2 Rural Development in India– Vasant Desai
3 Rural Marketing,-: D Pradhana
4. Marketing management-philip kotler
News paper
1. The Times of India
2. The Economic Time
3. Business Standard
4. Business Line
Magazine
1. Business Today
2. Business Worlds
3. Business Standard
4. Marketing Research(ICFAI)
5. Marketing Mastermind (ICFAI)
6. Business India (December 2005)
WEBSITES
1. www.thehindubusinessline.com
2. www.lgindia.com
3. http://www.samsung.com/in/aboutsamsung/index.html
4. http://www.godrej.com/in
5. wikipedia.org/wiki/Major_appliance