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Consumer behaviour towards lg television

LG Electronics India Pvt. Ltd. was established in 1997 as a wholly owned subsidiary of LG Electronics South Korea. It has manufacturing units in Greater Noida, UP and Pune, Maharashtra. LG is a market leader in consumer durables in India and is recognized for its technology innovation. It has an impressive portfolio of consumer electronics, home appliances, mobile phones, and IT products. Over the last decade, LG has experienced strong growth trends in India and has crafted a premium brand positioning in the Indian market.

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1 CHAPTER – 1 INTRODUCTION
2 INTRODUCTION TO LG Electronic India Pvt. Ltd. • Established In: May 1997 • Managing Director: Mr. Moon B. Shin • Corporate Office: Plot no 51, Udyog Vihar, Surajpur Kasna Road, Greater Noida (UP) • Manufacturing Units: Greater Noida (U.P.) & Pune (Maharashtra) • Corporate Website: http://www.lgindia.com LG Electronics India Pvt. Ltd. Is established in 1997 and it is wholly owned subsidiary of LG Electronics, South Korea. In India for a decade now, LG is the market leader in consumer durables and recognized as a leading technology innovator in the information technology and mobile communications business. LG is the acknowledged trendsetter for the consumer durable industry in India with the fastest ever nationwide reach, latest global technology and product innovation. One of the most formidable brands, LGEIL has an impressive portfolio of Consumer Electronics, Home Appliances, GSM mobile phones and IT products. 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).
3 The trend of beating industry norms started with the fastest ever-nationwide launch by LG in a period of 4 and 1/2 months with the commencement of operations in May 1997. LG set up a state-of-the art manufacturing facility at Greater Noida, near Delhi, in 1998, with an investment of Rs 500 Crores. This facility manufactured Color Televisions, Washing Machines, Air-Conditioners and Microwave Ovens. During the year 2001, LG also commenced the home production for its eco-friendly Refrigerators and established its assembly line for its PC Monitors at its Greater Noida manufacturing unit. The beginning of 2003 saw the roll out of the first locally manufactured Direct Cool Refrigerator from the plant at Greater Noida. In 2004, LGEIL also up its second Greenfield manufacturing unit in Pune, Maharashtra that commences operations in October 2004. Covering over 50 acres, the facility manufactures LCD TV, GSM Phones, Color Televisions, Air Conditioners, Refrigerators, Microwave Ovens Color Monitors. Both the Indian manufacturing units has been designed with the latest technologies at par with international standards at South Korea and are one of the most Eco-friendly units amongst all LG manufacturing plants in the world. LG has been able to craft out in ten years, a premium brand positioning in the Indian market and is today the most preferred brand in the segment.
4 Chapter - 2 OBJECTIVES OF THE STUDY
5 OBJECTIVES OF THE STUDY The primary objective of the study is to known about the consumer behavior towards the purchase of LG television. To know the popularity of LG television in Moradabad city. To know the market share of LG television in Moradabad city. To know the satisfaction level of current user of LG television.
6 Chapter - 3 SCOPE & IMPORTANCE OF THE STUDY
7 SCOPE & IMPORTANCE OF THE STUDY The electrical goods are those goods which already exist in the market. Because without it, it is not possible that anybody can survive with his/her life. We define scope of Moradabad region. Scope is a very broad term. The customers purchase the electrical appliances through market, exhibition, and showroom for fulfillment of needs. This report analyzes the markets for Electric Household Appliances in Thousand Units by the following Segments:-Major Electric Household Appliances (Compactors, Dishwashers, Disposers, Dryers, Freezers, Microwave Ovens, Range Hoods, Electric Ranges, Refrigerator, Vacuum Cleaners, Washing Machines, Water Heater (Electric), Room ACs, & Other Major Electric Household Appliances), and Small Electric Household. Appliances (Blenders, Bread Makers, Broilers, Can Openers (electric), Coffee Makers, Electric Knives, Food Choppers, Food Processors, Irons, Mixers, Toaster Ovens, Toasters, Waffle Irons, & Miscellaneous Small Electric Household Appliances). The report provides separate comprehensive analytics for the Moradabad. This report is prepared in Moradabad region with the help of owner and customer. It defines the marketing strategy (product, price, place, promotion) of LG.
8 CHAPTER - 4 COMPANY PROFILE Growth trend of LG Vision of the company Strategy of the company Milestones Awards
9 FINANCIAL PERFORMANCE DURING LAST DECADE
10 Growth trend of LG Hyderabad, June 23 For South Korean consumer electronics major LG Electronics, India could graph the highest growth rate in terms of sales compared with its other markets in the last five months, beating global trends of slackened consumer spending due to recessionary fears. LG Electronics India Ltd (LGEIL) clocked a growth rate of 18 per cent in the last five months compared with the corresponding period of 2008, mostly driven by increase in sale of products in the refrigeration and AC segments, according to Mr Moon B. Shin, Managing Director. “We are now aiming at a 25 per cent growth in our turnover for 2009 to touch about Rs 13,000 crore. Last year (2008), we had achieved a turnover of Rs 10,730 crore,” he told presspersons on the sidelines of the launch of a new LG Shoppe here recently. The company is poised to roll out new models in LCD and GSM handset categories in the next three to six months in the domestic market. LG India sales revenue up 50% this festive season New Delhi, Nov. 6 Durables company LG Electronics said it had posted a record sales revenue of Rs 2,535 crores for September-October, an increase of 50 per cent compared with sales revenue for the corresponding period a year-ago. This festival season LG Electronics recorded a 49 per cent growth in its home appliance business, 68 per cent in refrigerators, 60 per cent growth in washing machines and over 41 per cent in microwave ovens. The season also saw phenomenal sales, especially in the display category, which includes conventional CRT TV and flat panel displays (PDPs, LCDs and flat screen TVs). LG’s contribution in consumer electronics category this festive season alone has seen a growth of 39 per cent over the corresponding period last year. “The festive season has seen LG Electronics continue to generate significant growth with a portfolio of products spread across the widest variety of price points in the company’s history.
11 “We have introduced high-end products that not only provide the right technology but also suit the new age lifestyles of Indian consumer, this also confirms consumers’ shifting preferences towards exercising affirmative choice to buy high quality reliable products rather than bargain hunting,” said Mr Moon B. Shin, Managing Director, LGEIL Major market players  Samsung  whirlpool  Sony  Philips  Onida  Voltas  kenstar
12 Market share of LG in India
13 VISION OF THE COMPANY LG Electronics vision for the 21st century is to become a true global digital leader through fast growth and fast innovation and to be known as a company who can make its worldwide customers happy through its innovative digital products and services. LG Electronics has set its mid-term and long-term goal to rank among the top 3 electronics, information, and telecommunication firms in the world by2010. We aim to utilize our core capabilities of product leadership, market leadership and people leadership and enhance our corporate culture of team work and fun workplace to achieve our mission of becoming “2 by 10”, that is, double our sales volume and profit by year 2010.
14 LG BRAND The values “The values are derived from the heart of LG Corporate founding principles” Management creating values for the customer Philosophy management based on esteem for human dignity Values We are honest and responsible. We always keep the promises we make to our customers in our bid to become the world’s most trusted brand. Innovation We provide the most innovative products and services. Our innovations are made not for technology’s sake, but for our customer’s benefit. From the most basic features to the most sophisticated technology, our products are designed to give our customer substantial value. (Technology for customers not for engineers) People Respecting and caring for our customers is the driving force behind our philosophy in human-centric product development. Respecting and caring for our employees make this a reality.
15 Passion We are very passionate about providing products and services that satisfy the unmet needs of the customers, as well as those potential needs of customers which they have yet to recognize. Positioning Statement LG strives to enhance the customer’s life (and lifestyle) with intelligent features, intuitive functionality, and exceptional performance. Choosing LG is a form of self-expression and self- satisfaction. Our customer will take pride in owning the amazing and take comfort in knowing he/she made a smart, informed decision. Brand Platform The LG brand comprises four basic elements: Values, Innovation, People, and Passion. “Life’s Good” Represents LG's Determination to Provide Delightfully Smart Products That Will Make Your Life Good.
16 STRATEGY OF THE COMPANY LG Electronics is pursuing the vision of becoming a true global digital leader, attracting customers worldwide through its innovative products and design. The company‟s goal is to rank among the top 3 consumer electronics and telecommunications companies in the world by 2010. To achieve this, we have embraced the idea of “Great Company, Great People,” recognizing that only great people can create a great company.
17 MILESTONES 1958 GoldStar (today’s LG Electronics) established 1959 Korea’s first radio produced 1962 Radio exported to the US and Hong Kong as Korea’s first 1965 Korea’s first refrigerator produced 1966 Korea’s first black & white TV produced 1968 Korea’s first air conditioner produced 1969 Korea’s first washing machine produced 1974 GoldStar Communications went public 1977 Color TV produced 1978 Exports surpassed US$100 million, a first for Korea’s electronics industry 1980 First EU sales subsidiary in Germany (LGEWG) established
18 1982 Color TV plant established in the US in Huntsville, Alabama 1984 Sales surpassed 1 trillion Won 1986 European-standard VCR plant established in Germany 1989 Sales subsidiary and a joint production subsidiary established in Thailand 1990 Ireland-based design technology center established 1993 With the establishment of Huizhou subsidiary in China(LGEHZ), marketing in China took full swing 1995 Company name changed to LG Electronics and US-based Zenith acquired 1997 40-inch Plasma TV and the world’s first IC set for DTVs developed India production subsidiary (LGEIL) established 1998 World’s first 60-inch Plasma TV developed 1999 LG.Philips LCD established 2000 LG Information & Communications merged The world’s first Internet-enabled refrigerator launched Global sales of refrigerators reached the number one position 2001 Asynchronous IMT-2000 equipment commercialized the world’s first Internet enabled washing machine, air conditioner, and microwave oven launched LG.Philips Displays, a joint venture with Philips established
19 2002 Under the LG Holding Company system, the Company spun off to LG Electronics (LGE) & LG Electronics Investment (LGEI) The first home network system commercialized in the global market 2003 World’s first synchronous-asynchronous IMT-2000 mobile phone developed The world’s first 76-inch Plasma TV developed CDMA mobile handsets took the largest share in the US and world CDMA market Launched the world’s first Super Multi DVD Rewriter 2004 EVSB, the next-generation DTV transmission technology, chosen to be the US/Canada DTV transmission standard by the US ATSC All in-one LG 55-inch LCD TV, the world’s first and largest among LCD TVs, commercialized The world’s largest and first 71-inch Plasma TV commercialized The world’s first terrestrial DMB phone developed Developed Wireless Speaker Home Cinema System 2005 The world’s first DMB notebook commercialized The world’s slimmest TV commercialized The world’s largest 102-inch Plasma TV developed LG and Nortel Networks agreed to establish a joint venture for telecommunication network equipment Satellite-based DMB phone commercialized The largest share seized in the global CDMA market 2006 Launched the LG Shine, the second handset in the Black Label Series Globally launched the steam washing machine and interactive TV refrigerator Developed the world’s first 100-inch LCD TV Launched the world’s largest Full HD 102-inch Plasma TV (1080p) Developed the world’s first dual-format high-definition Disc Player& Drive
20 2007 Date: 11-JUL-07 LG presents 5 mega-pixel GSM handset – KG 920 • Innovative Twist & Slim design -180° rotating camera • 4x zoom, video recording at 30 frames/sec and much more Date : 12-JUL-07 LG launches India’s first Bluetooth enabled car audio system • Enables user to share audio files from laptops and mobiles • First car audio ever which can double up as a hands-free device for cell phones • Stylishly built and equipped with 3D display LCD screen Date: 17-JUL-07 LG presents technovation at its best • Announces Notebook Business as one of the growth engines for LG India •LG’s IT Division plans to grow by 30% in volume terms and 20% in revenue terms for Year 2007 • Pioneers glass- free 3D viewing in India with the launch of India’s first 3D LCD monitor • Launches India’s first Notebook with Auxiliary Display and the path breaking “Desk Note” Date: 20-JUL-07 LG Electronics completes a successful H1 2007 Achieves 20% average growth over H1sales turnover in 2006 Succeeds in further building India as an export hub with 50% growth over last year Date: 30-AUG-2007 LG set to dazzle India with “Shine” • Launches India’s first full metal-bodied phone from the premium Black Label series of
21 • Available in 32”, and 42” wide sizes • Brings together an exceptional combination of design and technology • Targets 30% market share in the FPD segment by 2007 year end • Aims to sell 5000 units by year end Date: 24-OCT-07 LG Electronics Bags prestigious ESC Award for Export Excellence in 2005-06 • Wins award for excellence in Exports of Electronic Hardware for 2005-2006 • Targets exports of USD 250 Mn for calendar year 2007. Date: 24-DEC-07 •Launches its first 5 mega pixel camera phone •Viewty boasts several „world first‟ features such as fastest recording speed and optimum functionality •Targets growth of 200% by 2008 mobile phones • Target to be amongst the top 3 players in the premium handsets category in India • Targets growth of 150 % by first quarter of 2008 Date: 04-SEP-2007 LG Electronics launches the New Slim TV-BLACK IRIS • 30% slimmer in volume & 390 mm in depth compared to other Normal Flat TV picture tubes • New Hot & Cold finish offers high quality glossy and durable finish. Date: 18-SEP-2007 LG Unveils India’s first ever Digital USB Plus TV – A technological Marvel • Enables users to enjoy digital music, photos and movies directly from other digital devices, such as Multimedia cards, USB thumb drive,MP3 player, PCs, iPod, Cameras, Handy cams etc • Targets to further consolidate its market leadership in the CTV segment by aiming for 30% by 2007 year end Date: 09-OCT-2007 LG Unveils Pearl Black LCD series in the Indian Market
22 Awards As LG is declared one of the most awarded brand by all. Be it the critic, the market or by you. At LG we believe each one of these awards truly belongs to you as they are reflection of your trust & satisfaction, not to mention our stringent quality control & process like 6 sigma to give you the best of the products that meets global standards. For us what matters most is you & we thank you for making us the No.1 brand. Award Name Awarded By Year Most Admired Company in India A&M Magazine 1998 Most Admired MNC A&M Magazine 1999 No.1 Consumer Durable Company A&M Magazine Best Marketing Company A&M Magazine Most Ethical MNC Business World Techies Award Best Flat Screen Monitor Computer World 2000 3rd Largest Exporter ESC2001 2001 Best Employer Business Today/ Hewitt Assts Best Employer Business Today/ Hewitt Assts 2002 Entrepreneur of the year Ernst & Young Gold Rating for Environmental Performance CII 2003 No. 1Awareness Award. Business Today Super Achievers Award : MD LGEIL CETMA Green Technology Gold Award Green Tech Foundation Best Designer Award –Art Cool Air Conditioner Business World & NIT VAR India User Choice Award : Monitors VAR India Most Admired Product – Microwave EFY 2004 Award for IT Innovation Business Today Most Trusted Brand –CD Writers DIGIT/Jasubhai Digital Media EFY’s Electronics Organization of the Year Award for Television Electronics for You 2005 Consumer Durable Retailer of the Year ICICI Bank
23 Excellence in Corporate Leadership & Entrepreneurial Spirit CNBC TV 18 Most preferred Brand- CTV & WM CNBC Consumer Vote Awards Maximum Imports & Third Highest Exports CONCOR EFY Reader’s Choice Award For Microwaves EFY Outstanding Contribution in the field of HR CETMA Outstanding Contribution in the field of HR MID DAY Top Company :CDMA Handsets V & D Top Company : Fixed Phones V & D Best in Recruiting & Staffing RASBIC 2006 Most Preferred Brand – CTV, WM, Computer & AC CNBC Awaaz Consumer Awards 4 P Award : Refrigerator and Air Conditioner 4Ps Power Brand Award 4P Power Brand CNBC Consumer Vote Awards Most Trusted Brand – LCD TV, Plasma TV, AC, WM, Ref, PC Reader’s Digest Maximum Exports-Consumer Electronics ESC Maximum Exports CONCOR First Consumer Awards – CTV, Ref, WM, AC, MWO, PC Times Group Business World Customer Loyalty Survey : Air-conditioner & Refrigerator Business World & IMRB 2007 Top Newsmaker – Consumer Durables Business Today & Cirrus Most Trusted Brand – TV, AC & HA Super Brands Reader’s Digest Trusted Brands Platinum Awards- Air conditioner Reader’s Digest EFY Reader’s Choice Award For IT & MWO EFY Enterprises Pvt. Ltd. India’s Most Trusted Brands 2007 Brand Equity 4 Ps Business & Marketing : India’s 100 Most Valuable Awards Planman Consulting & ICMR Ranking
24 Chapter – 5 Product Profile Mobile phone Consumer electronics Home appliances Computer product
25 PRODUCT LINE OF LG Consumer Electronics Home Appliances Computer Products & Mobile Phones
26 Product Line: Business Areas & Main Products Category Main Products Consumer Electronics LCD TV , Plasma Display , Display Panel, Color Television, Home Theatre System, Music system, DVD Recorder/Player, MP3 & MP4 Player Home Appliances Room Air Conditioner, Commercial Air Conditioner , Refrigerator, Washing Machine, Dishwasher, Microwave, Vacuum Cleaner Computer Products Laptop, Personal Computer, LCD monitor, CRT monitor, Optical Storage Devices Mobile Phone Premium trend setter phone , Camera Phone , Music Phone , Color Screen GSM Handset
27 Consumer Electronics Plasma Display: World‟s first and largest 71-inch Plasma TV Model : 71PY10 -Brightness : 800cd/㎡ -Contrast : 1200:1 -Resolution : 1920 X 1080(Full HD) -Digital Comb Filter -DCDi -Sound -Audio Output(15WX2) with 6 speakers -Function -PIP/DW/POP -Split Zoom -Zoom in&out -Interface Side A/V, S-Video in DVI, RGB, RS232C, IR
28 LCD TV: Pearl Black Model: 47LB9 -Size: 47 (119 cms) -MRP: Rs 150000 -Designer series -10000:1 Dynamic Contrast Ratio -TruM – 5 millisecond response time -Spectabright – 600 cd/m2 brightness -XD Engine -Simplink
29 Color Television: • Slimagic TV • Flatron TV DIGITAL AUDIO VIDEO • 6.1 inch AV receiver • Home Theatre System • Music System • DVD Player
30 Home Appliances ROOM AIR CONDITIONER • Split Invertor AC • Split Art Cool AC • Floor Standing AC • Multi Split AC • Hot and Cold AC • Split AC • Window AC COMMERCIAL AC • Ductable Type AC • Cassatte Type AC • Multi V Plus (VRF) • MPS • ECO REFRIGER ATOR • Side by Side Refrigerator • Frost Free Refrigerator • Direct Cool Refrigerator
31 WASHING MACHINE • Dish Washer • Washer Dryer • Front Load Washing Machine • Top Load Washing Machine • Semi Automatic Washing Machine MICROWAVE OVEN • Solardom Microwave • Convection Microwave • Grill Microwave • Solo Microwave VACUUM CLEANER • Vacuum Cleaner
32 Computer Products & Mobile phones COMPUTER PRODUCTS • Notebook PC • Desktop PC • Monitor • Optical Storage Device • Laptops • Tablet MOBILE PHONE • Viewty • Shine • Dynamite • Pulse • Bullet
33 Chapter - 6 RESEARCH METHODOLOGY
34 RESEARCH METHODOLOGY Introduction of the problem: “CONSUMER BEHAVIOR TOWARDS LG TELEVISION”. Research design: Research design is simply the framework or plan for a study, Used guide in collecting and analyzing data. For the study: for conducting the research I selected the Descriptive research design. Descriptive research design: Descriptive research is also called Statistical Research. The main goal of this type of research is to describe the data and characteristics about what is being studied. The idea behind this type of research is to study frequencies, averages, and other statistical calculations. Although this research is highly accurate, it does not gather the causes behind a situation. Descriptive research is mainly done when a researcher wants to gain a better understanding of a topic. that is, analysis of the past as opposed to the future. 1. Sampling design: I. Population: Moradabad II. Sample size: The sample size of the report is 100 customers. III. Sampling method:
35 Non probability sampling: Non probability sampling is non-random and subjective i.e. each member does not have a known non zero chance of being included. Types of non probability sampling:  Convenience In contrast, a random sample is one where the researcher insures (usually through the use of random numbers applied to a list of the entire population) that each member of that population has an equal probability of being selected. Random samples are an important foundation of Statistics. Almost all of the mathematical theories upon which Statistics are based rely on assumptions which are consistent with a random sample. This theory is inconsistent with data collected from a convenience sample. For the study: In this report non probability convenience sampling is used to conduct a research. Data collection method: Observation Method Interview Method Questionnaire Method
36 Primary data: The primary data are those which are collected afresh and for the first time, and thus happened to be original in character. There are several methods of collecting primary data particularly in surveys. For the study: Questionnaire method is used for collecting the data while conducting the research. Secondary data: The secondary data are those which have already been collected by someone and which have already been passed through the statistical process. Secondary data may either be published data or unpublished data. For the study: Internet is used for collecting the data while conducting the research.
37 Chapter – 7 DATA ANALYSIS AND INTERPRETATION
38 DATA ANALYSIS AND INTERPRETATION The data collected with the help of questionnaires is tabulated and analyzed:- 1. Classification as per ownership of Television Ques.No1: Do you own a Television? Response No. Of Respondents Percentage Yes 95 95 No 5 5 Total 100 100 INTERPRETATION From the survey it was found that 95% of homes are having television and 5% may go for future purchase. 95% 5% Yes No
39 2. Classification as per company-wise ownership Ques.No2: which brand of Television do you own? INTERPRETATION From above data it was found that 44% of homes are having LG TV 19% are using Onida, 15% are using Videocon and 22% using other brands. 44% 19% 15% 22% Percentage L G ONIDA VIDECON Other Company No. Of Respondents Percentage L G 44 44 ONIDA 19 19 VIDEOCON 15 15 Other 22 22 Total 100 100
40 3. Classification based on source of information for the purchase Ques. No 3: From where did you get information about LG TV? INTERPRETATION From above data collected most users are influence by advertisement (i.e. 41%) 25% are influence by family and friends, 27% of user influence by retail outlet by visiting there. 41% 25% 27% 7% Percentage ADVERTISEMENT FRIEND’S RETAIL OUTLETS OTHERS Source Of Information No. Of Respondents Percentage ADVERTISEMENT 18 41 FRIENDS 11 25 RETAIL OUTLETS 12 27 OTHERS 3 7 TOTAL 44 100
41 4. Classification based on main reason for purchasing Ques.No.4: Which factor affects you more for purchasing LG TV? INTERPRETATION:- From the above data 36% of users go because of quality, 25% user because of price and 32% of user because of brand image. Most of user buy LG TV because of quality and brand image. 36% 25% 32% 7% Percentage QUALITY PRICE BRAND IMAGE OTHERS Reasons For Purchase No. Of Respondents Percentage QUALITY 16 36 PRICE 11 25 BRAND IMAGE 14 32 OTHERS 03 7 TOTAL 44 100
42 5. Classification based on model-wise ownership Ques.No.5: Which model of LG T.V do you own? INTERPRETATION From the above data more than 50% of user is having LG Flatron, 41% of user are having LG golden eye, 4.5% of user are having is LG LCD. More users are going for LG Flatron and LG golden eye because of economic range. 52% 41% 4.5% 2.5% Percentage L G FLATRON L G GOLDEN EYE L G LCD OTHERS Model No. Of Respondents Percentage L G FLATRON 23 52 L G GOLDEN EYE 18 41 L G LCD 02 4.5 OTHERS 01 2.5 TOTAL 44 100
43 6. Classification based on size ownership Ques.No.6: Which size of LG T.V do you own? INTERPRETATION From above data 25% of user are having 15 inch and more than 70% of user are having 29 inch because it is widely accepted model television, 4.5% are using 29 inch. 25% 70.4% 4.5% 0% Percentage 15 INCH 21 INCH 29 INCH OTHERS Size Of T.V No. Of Respondents Percentage 15 INCH 11 25 21 INCH 31 70.5 29 INCH 02 4.5 OTHERS 00 00 TOTAL 44 100
44 7. Classification based on duration of usage Ques.No.7: Since when you are using LG T.V? INTERPRETATION From the above data nearly about 37% user are using LG TV since 2 t o3 years, nearly about 21% are using 1 to 2 years, 25% are using less than one year and 18% are user are using 4 years and above. 25% 20.5%36.5% 18% Percentage LESS THAN 1 YEAR 1-2 YEAR 2-3 YEAR 4 AND ABOVE Duration No. Of Respondents Percentage LESS THAN 1 YEAR 11 25 1-2 YEAR 09 20.5 2-3 YEAR 16 36.5 4 AND ABOVE 08 18 TOTAL 44 100
45 8. Classification based on level of satisfaction Ques.No.8: What is your level of satisfaction? INTERPRETATION From the above data 32% of users are fully satisfied with their product, nearly about 50% of users are satisfied with their product and 20% of users somewhat satisfied because in this most of users are new. 32% 48% 20% 0% Percentage FULLY SATISFIED SATISFIED SOME WHAT SATISFIED NOT SATISFIED AT ALL Satisfaction No. Of Respondents Percentage FULLY SATISFIED 14 32 SATISFIED 21 48 SOME WHAT SATISFIED 09 20 NOT SATISFIED AT ALL 00 00 TOTAL 44 100
46 9. Classification based on occupation of respondent: Ques.No.9: What is your occupation? INTERPRETATION From the above data 39% of user are housewives, 28% of user are professionals, and 20% of user are belong business. 28% 20% 39% 13% percentage PROFESSION BUSINESS HOUSEWIWES OTHERS Occupation No. Of Respondents Percentage PROFESSION 28 28 BUSINESS 20 20 HOUSEWIWES 39 39 OTHERS 13 13 TOTAL 100 100
47 10. Classification based on qualification of respondent: Ques.No.10: What is your qualification? INTERPRETATION From the above data 42% of user are graduate 39%of user are up to SSLC and 9% user are post graduate. 31% 42% 9% 18% Percentage UP TO SSLC GRADUATE POST GRADUATE OTHERS Qualification No. Of Respondents Percentage UP TO SSLC 31 31 GRADUATE 42 42 POST GRADUATE 09 9 OTHERS 18 18 TOTAL 100 100
48 11. Classification based on household monthly income of respondents Ques.No.11: What is your household monthly income? INTERPRETATION From above data 43% of user belong to 5000 to 10000 income group, 33% of user are belong to 5000 income group, 19% of user are belong to 10000 to 15000 income group and 5% of user are belong to 15000 and above income group. 33% 43% 19% 5% Percentage UP TO 5000 5000-10000 10000-15000 15000 AND ABOVE Household Income No. Of Respondents Percentage UP TO 5000 23 23 7000-10000 35 35 10000-15000 28 28 15000 AND ABOVE 12 12 TOTAL 100 100
49 Chapter – 8 FINDINGS
50 FINDINGS  Through the survey it was found that almost 95% of the respondents are having TV in their home.  The research shows that 44% of respondents own LG television.  The survey shows that reason buying the LG television is its quality and after sales service.  Through massive advertisement consumer influence to purchase and switching their brand to LG.  As per survey report shows 36% of respondent buy LG television because of quality and 32% of respondent buy due to brand image.  By conducting survey it was found that there was only one service station and authorized dealer in the city due to which the customer were inconvenient.
51 Chapter – 9 CONCLUSION
52 CONCLUSION From the study is conducted there is a 100% awareness about television is among the population, there are 45% are LG television user in Moradabad city. Complex buying behavior is involved in purchase and aware of significant, difference among brands. LG has able to craft out in ten years a premium brand positioning in the Indian market and is today most preferred brand in the segment. 2006 has been landmark year for LG as the company achieved a monumental target of Rs 830 crores and reiterates its leadership in the Indian consumer durable industry.
53 Chapter – 10 SUGGETIONS & RECOMMENDATIONS
54 SUGGESTIONS & RECOMMENDATIONS LG electronics is perusing the vision of becoming a true global digital leader to achieve this. They need to improve quality of the product. Survey conducted by me the customer was not satisfied by quality of color in the television contrast and sound system. The customers are not satisfied by the after sales service provided by the company due to the delay in the after sales services provided by company.
55 CHAPTER-11 LIMITATIONS
56 LIMITATIONS The present study is subjected to following LIMITATIONS:- 1. Times was the major limiting factor as the time allotted to conduct survey was not enough. 2. Some respondent were irresponsive. 3. The research is directly concerned with the study of consumer behavior and achieving absolute mathematical accuracy was not possible. 4. Method of data collection was through personal and therefore bias becomes a major limitation. 5. Due to the time constraints all the customers were not covered. 6. The sample was restricted to 300 customers, which may restrict the scope and completion of study. 7. The scope of study is restricted only to the twin cities of Moradabad. 8. Owing to their pre occupation some customers were unable to answer the complete questionnaire.
57 ANNEXURE:-  BIBLIOGRAPHY  QUESTIONNAIRE
58 BIBLIOGRAPHY
59 BIBLIOGRAPHY TEXT BOOKS:- Principles of Marketing – Philip Kotler and Gery Armstrong Marketing Research – D.D. Sharma Marketing Research – Green & Tull NEWSPAPERS & MAGAZINE:- Economic Times Newspaper Business Line Newspaper Business world Business today LG magazine WEBSITES:- www.1gindia.com www.LG.com www.google.co.in
60 QUESTIONNAIRE
61 QUESTIONNAIRE MANISH KUMAR BBA 4RD SEMESTER SHREE SATYA COLLEGE OF HIGHER EDUCATION MORADABAD Dear sir/madam, I am student of SSCHE Moradabad. As part of the curriculum of BBA degree, I am conducting a survey to prepare project report on “CONSUMER BEHAVIOR TOWARDS LG TELEVISION”. Therefore I kindly request you to spare some of the precious time to answer the following question. 1. Name: …………………………………………………………………… Address: ……………………………………………............................... …………………………………………………………………………… Tel: ……………..........E-mail: ...…………………………………………. 2. (a)Do you own Television? Yes No If no jump to Q.No 9 (b)If yes mention its brand? LG Onida Samsung Other (specify)…………….. If LG televisions proceed, else jump to Quest no.10 3. From where did you get the information about LG T.V? Advertisement Friend Retail outlets Other (specify)……………
62 4. Which factor affects you more for purchasing the LG T.V? Quality Price Brand image Other (specify)……………… 5. Which model of LG T.V do you own? LG Flatron L G Flatron with Golden eye LG LCD T.V Other (specify)…………….. 6. Which size of LG T.V do you own? 15inch 21 inches 29inch Other (specify) ………………… 7. Since when you are using LG T.V? Less than 1 year 1-2 years 2-3 years 4 and above 8. What is your level of satisfaction? Fully satisfied Satisfied Somewhat satisfied Not satisfied at all 9. Which brand of T.V would you go for in future? LG Onida Samsung Other (specify) ……………….. 10. Any suggestions or recommendations on LG T.V? …………………………………………………………… …………………………………………………………… ……………………………………………………………
63 Few personal questions: 11. Your occupation Profession Business Housewives Other (specify) ……………….. 12. Education Up to SSLC Graduate Post graduate Other (specify)…………………. 13. House hold monthly income Up to 5000 5000-10000 10000-15000 15000 and above THANK YOU!!! .

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Consumer behaviour towards lg television

  • 1.
  • 2.
    2 INTRODUCTION TO LGElectronic India Pvt. Ltd. • Established In: May 1997 • Managing Director: Mr. Moon B. Shin • Corporate Office: Plot no 51, Udyog Vihar, Surajpur Kasna Road, Greater Noida (UP) • Manufacturing Units: Greater Noida (U.P.) & Pune (Maharashtra) • Corporate Website: http://www.lgindia.com LG Electronics India Pvt. Ltd. Is established in 1997 and it is wholly owned subsidiary of LG Electronics, South Korea. In India for a decade now, LG is the market leader in consumer durables and recognized as a leading technology innovator in the information technology and mobile communications business. LG is the acknowledged trendsetter for the consumer durable industry in India with the fastest ever nationwide reach, latest global technology and product innovation. One of the most formidable brands, LGEIL has an impressive portfolio of Consumer Electronics, Home Appliances, GSM mobile phones and IT products. 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).
  • 3.
    3 The trend ofbeating industry norms started with the fastest ever-nationwide launch by LG in a period of 4 and 1/2 months with the commencement of operations in May 1997. LG set up a state-of-the art manufacturing facility at Greater Noida, near Delhi, in 1998, with an investment of Rs 500 Crores. This facility manufactured Color Televisions, Washing Machines, Air-Conditioners and Microwave Ovens. During the year 2001, LG also commenced the home production for its eco-friendly Refrigerators and established its assembly line for its PC Monitors at its Greater Noida manufacturing unit. The beginning of 2003 saw the roll out of the first locally manufactured Direct Cool Refrigerator from the plant at Greater Noida. In 2004, LGEIL also up its second Greenfield manufacturing unit in Pune, Maharashtra that commences operations in October 2004. Covering over 50 acres, the facility manufactures LCD TV, GSM Phones, Color Televisions, Air Conditioners, Refrigerators, Microwave Ovens Color Monitors. Both the Indian manufacturing units has been designed with the latest technologies at par with international standards at South Korea and are one of the most Eco-friendly units amongst all LG manufacturing plants in the world. LG has been able to craft out in ten years, a premium brand positioning in the Indian market and is today the most preferred brand in the segment.
  • 4.
  • 5.
    5 OBJECTIVES OF THESTUDY The primary objective of the study is to known about the consumer behavior towards the purchase of LG television. To know the popularity of LG television in Moradabad city. To know the market share of LG television in Moradabad city. To know the satisfaction level of current user of LG television.
  • 6.
    6 Chapter - 3 SCOPE& IMPORTANCE OF THE STUDY
  • 7.
    7 SCOPE & IMPORTANCEOF THE STUDY The electrical goods are those goods which already exist in the market. Because without it, it is not possible that anybody can survive with his/her life. We define scope of Moradabad region. Scope is a very broad term. The customers purchase the electrical appliances through market, exhibition, and showroom for fulfillment of needs. This report analyzes the markets for Electric Household Appliances in Thousand Units by the following Segments:-Major Electric Household Appliances (Compactors, Dishwashers, Disposers, Dryers, Freezers, Microwave Ovens, Range Hoods, Electric Ranges, Refrigerator, Vacuum Cleaners, Washing Machines, Water Heater (Electric), Room ACs, & Other Major Electric Household Appliances), and Small Electric Household. Appliances (Blenders, Bread Makers, Broilers, Can Openers (electric), Coffee Makers, Electric Knives, Food Choppers, Food Processors, Irons, Mixers, Toaster Ovens, Toasters, Waffle Irons, & Miscellaneous Small Electric Household Appliances). The report provides separate comprehensive analytics for the Moradabad. This report is prepared in Moradabad region with the help of owner and customer. It defines the marketing strategy (product, price, place, promotion) of LG.
  • 8.
    8 CHAPTER - 4 COMPANYPROFILE Growth trend of LG Vision of the company Strategy of the company Milestones Awards
  • 9.
  • 10.
    10 Growth trend ofLG Hyderabad, June 23 For South Korean consumer electronics major LG Electronics, India could graph the highest growth rate in terms of sales compared with its other markets in the last five months, beating global trends of slackened consumer spending due to recessionary fears. LG Electronics India Ltd (LGEIL) clocked a growth rate of 18 per cent in the last five months compared with the corresponding period of 2008, mostly driven by increase in sale of products in the refrigeration and AC segments, according to Mr Moon B. Shin, Managing Director. “We are now aiming at a 25 per cent growth in our turnover for 2009 to touch about Rs 13,000 crore. Last year (2008), we had achieved a turnover of Rs 10,730 crore,” he told presspersons on the sidelines of the launch of a new LG Shoppe here recently. The company is poised to roll out new models in LCD and GSM handset categories in the next three to six months in the domestic market. LG India sales revenue up 50% this festive season New Delhi, Nov. 6 Durables company LG Electronics said it had posted a record sales revenue of Rs 2,535 crores for September-October, an increase of 50 per cent compared with sales revenue for the corresponding period a year-ago. This festival season LG Electronics recorded a 49 per cent growth in its home appliance business, 68 per cent in refrigerators, 60 per cent growth in washing machines and over 41 per cent in microwave ovens. The season also saw phenomenal sales, especially in the display category, which includes conventional CRT TV and flat panel displays (PDPs, LCDs and flat screen TVs). LG’s contribution in consumer electronics category this festive season alone has seen a growth of 39 per cent over the corresponding period last year. “The festive season has seen LG Electronics continue to generate significant growth with a portfolio of products spread across the widest variety of price points in the company’s history.
  • 11.
    11 “We have introducedhigh-end products that not only provide the right technology but also suit the new age lifestyles of Indian consumer, this also confirms consumers’ shifting preferences towards exercising affirmative choice to buy high quality reliable products rather than bargain hunting,” said Mr Moon B. Shin, Managing Director, LGEIL Major market players  Samsung  whirlpool  Sony  Philips  Onida  Voltas  kenstar
  • 12.
    12 Market share ofLG in India
  • 13.
    13 VISION OF THECOMPANY LG Electronics vision for the 21st century is to become a true global digital leader through fast growth and fast innovation and to be known as a company who can make its worldwide customers happy through its innovative digital products and services. LG Electronics has set its mid-term and long-term goal to rank among the top 3 electronics, information, and telecommunication firms in the world by2010. We aim to utilize our core capabilities of product leadership, market leadership and people leadership and enhance our corporate culture of team work and fun workplace to achieve our mission of becoming “2 by 10”, that is, double our sales volume and profit by year 2010.
  • 14.
    14 LG BRAND The values “Thevalues are derived from the heart of LG Corporate founding principles” Management creating values for the customer Philosophy management based on esteem for human dignity Values We are honest and responsible. We always keep the promises we make to our customers in our bid to become the world’s most trusted brand. Innovation We provide the most innovative products and services. Our innovations are made not for technology’s sake, but for our customer’s benefit. From the most basic features to the most sophisticated technology, our products are designed to give our customer substantial value. (Technology for customers not for engineers) People Respecting and caring for our customers is the driving force behind our philosophy in human-centric product development. Respecting and caring for our employees make this a reality.
  • 15.
    15 Passion We are verypassionate about providing products and services that satisfy the unmet needs of the customers, as well as those potential needs of customers which they have yet to recognize. Positioning Statement LG strives to enhance the customer’s life (and lifestyle) with intelligent features, intuitive functionality, and exceptional performance. Choosing LG is a form of self-expression and self- satisfaction. Our customer will take pride in owning the amazing and take comfort in knowing he/she made a smart, informed decision. Brand Platform The LG brand comprises four basic elements: Values, Innovation, People, and Passion. “Life’s Good” Represents LG's Determination to Provide Delightfully Smart Products That Will Make Your Life Good.
  • 16.
    16 STRATEGY OF THECOMPANY LG Electronics is pursuing the vision of becoming a true global digital leader, attracting customers worldwide through its innovative products and design. The company‟s goal is to rank among the top 3 consumer electronics and telecommunications companies in the world by 2010. To achieve this, we have embraced the idea of “Great Company, Great People,” recognizing that only great people can create a great company.
  • 17.
    17 MILESTONES 1958 GoldStar (today’s LGElectronics) established 1959 Korea’s first radio produced 1962 Radio exported to the US and Hong Kong as Korea’s first 1965 Korea’s first refrigerator produced 1966 Korea’s first black & white TV produced 1968 Korea’s first air conditioner produced 1969 Korea’s first washing machine produced 1974 GoldStar Communications went public 1977 Color TV produced 1978 Exports surpassed US$100 million, a first for Korea’s electronics industry 1980 First EU sales subsidiary in Germany (LGEWG) established
  • 18.
    18 1982 Color TV plantestablished in the US in Huntsville, Alabama 1984 Sales surpassed 1 trillion Won 1986 European-standard VCR plant established in Germany 1989 Sales subsidiary and a joint production subsidiary established in Thailand 1990 Ireland-based design technology center established 1993 With the establishment of Huizhou subsidiary in China(LGEHZ), marketing in China took full swing 1995 Company name changed to LG Electronics and US-based Zenith acquired 1997 40-inch Plasma TV and the world’s first IC set for DTVs developed India production subsidiary (LGEIL) established 1998 World’s first 60-inch Plasma TV developed 1999 LG.Philips LCD established 2000 LG Information & Communications merged The world’s first Internet-enabled refrigerator launched Global sales of refrigerators reached the number one position 2001 Asynchronous IMT-2000 equipment commercialized the world’s first Internet enabled washing machine, air conditioner, and microwave oven launched LG.Philips Displays, a joint venture with Philips established
  • 19.
    19 2002 Under the LGHolding Company system, the Company spun off to LG Electronics (LGE) & LG Electronics Investment (LGEI) The first home network system commercialized in the global market 2003 World’s first synchronous-asynchronous IMT-2000 mobile phone developed The world’s first 76-inch Plasma TV developed CDMA mobile handsets took the largest share in the US and world CDMA market Launched the world’s first Super Multi DVD Rewriter 2004 EVSB, the next-generation DTV transmission technology, chosen to be the US/Canada DTV transmission standard by the US ATSC All in-one LG 55-inch LCD TV, the world’s first and largest among LCD TVs, commercialized The world’s largest and first 71-inch Plasma TV commercialized The world’s first terrestrial DMB phone developed Developed Wireless Speaker Home Cinema System 2005 The world’s first DMB notebook commercialized The world’s slimmest TV commercialized The world’s largest 102-inch Plasma TV developed LG and Nortel Networks agreed to establish a joint venture for telecommunication network equipment Satellite-based DMB phone commercialized The largest share seized in the global CDMA market 2006 Launched the LG Shine, the second handset in the Black Label Series Globally launched the steam washing machine and interactive TV refrigerator Developed the world’s first 100-inch LCD TV Launched the world’s largest Full HD 102-inch Plasma TV (1080p) Developed the world’s first dual-format high-definition Disc Player& Drive
  • 20.
    20 2007 Date: 11-JUL-07 LG presents5 mega-pixel GSM handset – KG 920 • Innovative Twist & Slim design -180° rotating camera • 4x zoom, video recording at 30 frames/sec and much more Date : 12-JUL-07 LG launches India’s first Bluetooth enabled car audio system • Enables user to share audio files from laptops and mobiles • First car audio ever which can double up as a hands-free device for cell phones • Stylishly built and equipped with 3D display LCD screen Date: 17-JUL-07 LG presents technovation at its best • Announces Notebook Business as one of the growth engines for LG India •LG’s IT Division plans to grow by 30% in volume terms and 20% in revenue terms for Year 2007 • Pioneers glass- free 3D viewing in India with the launch of India’s first 3D LCD monitor • Launches India’s first Notebook with Auxiliary Display and the path breaking “Desk Note” Date: 20-JUL-07 LG Electronics completes a successful H1 2007 Achieves 20% average growth over H1sales turnover in 2006 Succeeds in further building India as an export hub with 50% growth over last year Date: 30-AUG-2007 LG set to dazzle India with “Shine” • Launches India’s first full metal-bodied phone from the premium Black Label series of
  • 21.
    21 • Available in32”, and 42” wide sizes • Brings together an exceptional combination of design and technology • Targets 30% market share in the FPD segment by 2007 year end • Aims to sell 5000 units by year end Date: 24-OCT-07 LG Electronics Bags prestigious ESC Award for Export Excellence in 2005-06 • Wins award for excellence in Exports of Electronic Hardware for 2005-2006 • Targets exports of USD 250 Mn for calendar year 2007. Date: 24-DEC-07 •Launches its first 5 mega pixel camera phone •Viewty boasts several „world first‟ features such as fastest recording speed and optimum functionality •Targets growth of 200% by 2008 mobile phones • Target to be amongst the top 3 players in the premium handsets category in India • Targets growth of 150 % by first quarter of 2008 Date: 04-SEP-2007 LG Electronics launches the New Slim TV-BLACK IRIS • 30% slimmer in volume & 390 mm in depth compared to other Normal Flat TV picture tubes • New Hot & Cold finish offers high quality glossy and durable finish. Date: 18-SEP-2007 LG Unveils India’s first ever Digital USB Plus TV – A technological Marvel • Enables users to enjoy digital music, photos and movies directly from other digital devices, such as Multimedia cards, USB thumb drive,MP3 player, PCs, iPod, Cameras, Handy cams etc • Targets to further consolidate its market leadership in the CTV segment by aiming for 30% by 2007 year end Date: 09-OCT-2007 LG Unveils Pearl Black LCD series in the Indian Market
  • 22.
    22 Awards As LG isdeclared one of the most awarded brand by all. Be it the critic, the market or by you. At LG we believe each one of these awards truly belongs to you as they are reflection of your trust & satisfaction, not to mention our stringent quality control & process like 6 sigma to give you the best of the products that meets global standards. For us what matters most is you & we thank you for making us the No.1 brand. Award Name Awarded By Year Most Admired Company in India A&M Magazine 1998 Most Admired MNC A&M Magazine 1999 No.1 Consumer Durable Company A&M Magazine Best Marketing Company A&M Magazine Most Ethical MNC Business World Techies Award Best Flat Screen Monitor Computer World 2000 3rd Largest Exporter ESC2001 2001 Best Employer Business Today/ Hewitt Assts Best Employer Business Today/ Hewitt Assts 2002 Entrepreneur of the year Ernst & Young Gold Rating for Environmental Performance CII 2003 No. 1Awareness Award. Business Today Super Achievers Award : MD LGEIL CETMA Green Technology Gold Award Green Tech Foundation Best Designer Award –Art Cool Air Conditioner Business World & NIT VAR India User Choice Award : Monitors VAR India Most Admired Product – Microwave EFY 2004 Award for IT Innovation Business Today Most Trusted Brand –CD Writers DIGIT/Jasubhai Digital Media EFY’s Electronics Organization of the Year Award for Television Electronics for You 2005 Consumer Durable Retailer of the Year ICICI Bank
  • 23.
    23 Excellence in CorporateLeadership & Entrepreneurial Spirit CNBC TV 18 Most preferred Brand- CTV & WM CNBC Consumer Vote Awards Maximum Imports & Third Highest Exports CONCOR EFY Reader’s Choice Award For Microwaves EFY Outstanding Contribution in the field of HR CETMA Outstanding Contribution in the field of HR MID DAY Top Company :CDMA Handsets V & D Top Company : Fixed Phones V & D Best in Recruiting & Staffing RASBIC 2006 Most Preferred Brand – CTV, WM, Computer & AC CNBC Awaaz Consumer Awards 4 P Award : Refrigerator and Air Conditioner 4Ps Power Brand Award 4P Power Brand CNBC Consumer Vote Awards Most Trusted Brand – LCD TV, Plasma TV, AC, WM, Ref, PC Reader’s Digest Maximum Exports-Consumer Electronics ESC Maximum Exports CONCOR First Consumer Awards – CTV, Ref, WM, AC, MWO, PC Times Group Business World Customer Loyalty Survey : Air-conditioner & Refrigerator Business World & IMRB 2007 Top Newsmaker – Consumer Durables Business Today & Cirrus Most Trusted Brand – TV, AC & HA Super Brands Reader’s Digest Trusted Brands Platinum Awards- Air conditioner Reader’s Digest EFY Reader’s Choice Award For IT & MWO EFY Enterprises Pvt. Ltd. India’s Most Trusted Brands 2007 Brand Equity 4 Ps Business & Marketing : India’s 100 Most Valuable Awards Planman Consulting & ICMR Ranking
  • 24.
    24 Chapter – 5 ProductProfile Mobile phone Consumer electronics Home appliances Computer product
  • 25.
    25 PRODUCT LINE OFLG Consumer Electronics Home Appliances Computer Products & Mobile Phones
  • 26.
    26 Product Line: Business Areas& Main Products Category Main Products Consumer Electronics LCD TV , Plasma Display , Display Panel, Color Television, Home Theatre System, Music system, DVD Recorder/Player, MP3 & MP4 Player Home Appliances Room Air Conditioner, Commercial Air Conditioner , Refrigerator, Washing Machine, Dishwasher, Microwave, Vacuum Cleaner Computer Products Laptop, Personal Computer, LCD monitor, CRT monitor, Optical Storage Devices Mobile Phone Premium trend setter phone , Camera Phone , Music Phone , Color Screen GSM Handset
  • 27.
    27 Consumer Electronics Plasma Display: World‟sfirst and largest 71-inch Plasma TV Model : 71PY10 -Brightness : 800cd/㎡ -Contrast : 1200:1 -Resolution : 1920 X 1080(Full HD) -Digital Comb Filter -DCDi -Sound -Audio Output(15WX2) with 6 speakers -Function -PIP/DW/POP -Split Zoom -Zoom in&out -Interface Side A/V, S-Video in DVI, RGB, RS232C, IR
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    28 LCD TV: Pearl Black Model:47LB9 -Size: 47 (119 cms) -MRP: Rs 150000 -Designer series -10000:1 Dynamic Contrast Ratio -TruM – 5 millisecond response time -Spectabright – 600 cd/m2 brightness -XD Engine -Simplink
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    29 Color Television: • SlimagicTV • Flatron TV DIGITAL AUDIO VIDEO • 6.1 inch AV receiver • Home Theatre System • Music System • DVD Player
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    30 Home Appliances ROOM AIRCONDITIONER • Split Invertor AC • Split Art Cool AC • Floor Standing AC • Multi Split AC • Hot and Cold AC • Split AC • Window AC COMMERCIAL AC • Ductable Type AC • Cassatte Type AC • Multi V Plus (VRF) • MPS • ECO REFRIGER ATOR • Side by Side Refrigerator • Frost Free Refrigerator • Direct Cool Refrigerator
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    31 WASHING MACHINE • DishWasher • Washer Dryer • Front Load Washing Machine • Top Load Washing Machine • Semi Automatic Washing Machine MICROWAVE OVEN • Solardom Microwave • Convection Microwave • Grill Microwave • Solo Microwave VACUUM CLEANER • Vacuum Cleaner
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    32 Computer Products &Mobile phones COMPUTER PRODUCTS • Notebook PC • Desktop PC • Monitor • Optical Storage Device • Laptops • Tablet MOBILE PHONE • Viewty • Shine • Dynamite • Pulse • Bullet
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  • 34.
    34 RESEARCH METHODOLOGY Introduction ofthe problem: “CONSUMER BEHAVIOR TOWARDS LG TELEVISION”. Research design: Research design is simply the framework or plan for a study, Used guide in collecting and analyzing data. For the study: for conducting the research I selected the Descriptive research design. Descriptive research design: Descriptive research is also called Statistical Research. The main goal of this type of research is to describe the data and characteristics about what is being studied. The idea behind this type of research is to study frequencies, averages, and other statistical calculations. Although this research is highly accurate, it does not gather the causes behind a situation. Descriptive research is mainly done when a researcher wants to gain a better understanding of a topic. that is, analysis of the past as opposed to the future. 1. Sampling design: I. Population: Moradabad II. Sample size: The sample size of the report is 100 customers. III. Sampling method:
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    35 Non probability sampling: Nonprobability sampling is non-random and subjective i.e. each member does not have a known non zero chance of being included. Types of non probability sampling:  Convenience In contrast, a random sample is one where the researcher insures (usually through the use of random numbers applied to a list of the entire population) that each member of that population has an equal probability of being selected. Random samples are an important foundation of Statistics. Almost all of the mathematical theories upon which Statistics are based rely on assumptions which are consistent with a random sample. This theory is inconsistent with data collected from a convenience sample. For the study: In this report non probability convenience sampling is used to conduct a research. Data collection method: Observation Method Interview Method Questionnaire Method
  • 36.
    36 Primary data: The primarydata are those which are collected afresh and for the first time, and thus happened to be original in character. There are several methods of collecting primary data particularly in surveys. For the study: Questionnaire method is used for collecting the data while conducting the research. Secondary data: The secondary data are those which have already been collected by someone and which have already been passed through the statistical process. Secondary data may either be published data or unpublished data. For the study: Internet is used for collecting the data while conducting the research.
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    37 Chapter – 7 DATAANALYSIS AND INTERPRETATION
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    38 DATA ANALYSIS ANDINTERPRETATION The data collected with the help of questionnaires is tabulated and analyzed:- 1. Classification as per ownership of Television Ques.No1: Do you own a Television? Response No. Of Respondents Percentage Yes 95 95 No 5 5 Total 100 100 INTERPRETATION From the survey it was found that 95% of homes are having television and 5% may go for future purchase. 95% 5% Yes No
  • 39.
    39 2. Classification asper company-wise ownership Ques.No2: which brand of Television do you own? INTERPRETATION From above data it was found that 44% of homes are having LG TV 19% are using Onida, 15% are using Videocon and 22% using other brands. 44% 19% 15% 22% Percentage L G ONIDA VIDECON Other Company No. Of Respondents Percentage L G 44 44 ONIDA 19 19 VIDEOCON 15 15 Other 22 22 Total 100 100
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    40 3. Classification basedon source of information for the purchase Ques. No 3: From where did you get information about LG TV? INTERPRETATION From above data collected most users are influence by advertisement (i.e. 41%) 25% are influence by family and friends, 27% of user influence by retail outlet by visiting there. 41% 25% 27% 7% Percentage ADVERTISEMENT FRIEND’S RETAIL OUTLETS OTHERS Source Of Information No. Of Respondents Percentage ADVERTISEMENT 18 41 FRIENDS 11 25 RETAIL OUTLETS 12 27 OTHERS 3 7 TOTAL 44 100
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    41 4. Classification basedon main reason for purchasing Ques.No.4: Which factor affects you more for purchasing LG TV? INTERPRETATION:- From the above data 36% of users go because of quality, 25% user because of price and 32% of user because of brand image. Most of user buy LG TV because of quality and brand image. 36% 25% 32% 7% Percentage QUALITY PRICE BRAND IMAGE OTHERS Reasons For Purchase No. Of Respondents Percentage QUALITY 16 36 PRICE 11 25 BRAND IMAGE 14 32 OTHERS 03 7 TOTAL 44 100
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    42 5. Classification basedon model-wise ownership Ques.No.5: Which model of LG T.V do you own? INTERPRETATION From the above data more than 50% of user is having LG Flatron, 41% of user are having LG golden eye, 4.5% of user are having is LG LCD. More users are going for LG Flatron and LG golden eye because of economic range. 52% 41% 4.5% 2.5% Percentage L G FLATRON L G GOLDEN EYE L G LCD OTHERS Model No. Of Respondents Percentage L G FLATRON 23 52 L G GOLDEN EYE 18 41 L G LCD 02 4.5 OTHERS 01 2.5 TOTAL 44 100
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    43 6. Classification basedon size ownership Ques.No.6: Which size of LG T.V do you own? INTERPRETATION From above data 25% of user are having 15 inch and more than 70% of user are having 29 inch because it is widely accepted model television, 4.5% are using 29 inch. 25% 70.4% 4.5% 0% Percentage 15 INCH 21 INCH 29 INCH OTHERS Size Of T.V No. Of Respondents Percentage 15 INCH 11 25 21 INCH 31 70.5 29 INCH 02 4.5 OTHERS 00 00 TOTAL 44 100
  • 44.
    44 7. Classification basedon duration of usage Ques.No.7: Since when you are using LG T.V? INTERPRETATION From the above data nearly about 37% user are using LG TV since 2 t o3 years, nearly about 21% are using 1 to 2 years, 25% are using less than one year and 18% are user are using 4 years and above. 25% 20.5%36.5% 18% Percentage LESS THAN 1 YEAR 1-2 YEAR 2-3 YEAR 4 AND ABOVE Duration No. Of Respondents Percentage LESS THAN 1 YEAR 11 25 1-2 YEAR 09 20.5 2-3 YEAR 16 36.5 4 AND ABOVE 08 18 TOTAL 44 100
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    45 8. Classification basedon level of satisfaction Ques.No.8: What is your level of satisfaction? INTERPRETATION From the above data 32% of users are fully satisfied with their product, nearly about 50% of users are satisfied with their product and 20% of users somewhat satisfied because in this most of users are new. 32% 48% 20% 0% Percentage FULLY SATISFIED SATISFIED SOME WHAT SATISFIED NOT SATISFIED AT ALL Satisfaction No. Of Respondents Percentage FULLY SATISFIED 14 32 SATISFIED 21 48 SOME WHAT SATISFIED 09 20 NOT SATISFIED AT ALL 00 00 TOTAL 44 100
  • 46.
    46 9. Classification basedon occupation of respondent: Ques.No.9: What is your occupation? INTERPRETATION From the above data 39% of user are housewives, 28% of user are professionals, and 20% of user are belong business. 28% 20% 39% 13% percentage PROFESSION BUSINESS HOUSEWIWES OTHERS Occupation No. Of Respondents Percentage PROFESSION 28 28 BUSINESS 20 20 HOUSEWIWES 39 39 OTHERS 13 13 TOTAL 100 100
  • 47.
    47 10. Classification basedon qualification of respondent: Ques.No.10: What is your qualification? INTERPRETATION From the above data 42% of user are graduate 39%of user are up to SSLC and 9% user are post graduate. 31% 42% 9% 18% Percentage UP TO SSLC GRADUATE POST GRADUATE OTHERS Qualification No. Of Respondents Percentage UP TO SSLC 31 31 GRADUATE 42 42 POST GRADUATE 09 9 OTHERS 18 18 TOTAL 100 100
  • 48.
    48 11. Classification basedon household monthly income of respondents Ques.No.11: What is your household monthly income? INTERPRETATION From above data 43% of user belong to 5000 to 10000 income group, 33% of user are belong to 5000 income group, 19% of user are belong to 10000 to 15000 income group and 5% of user are belong to 15000 and above income group. 33% 43% 19% 5% Percentage UP TO 5000 5000-10000 10000-15000 15000 AND ABOVE Household Income No. Of Respondents Percentage UP TO 5000 23 23 7000-10000 35 35 10000-15000 28 28 15000 AND ABOVE 12 12 TOTAL 100 100
  • 49.
  • 50.
    50 FINDINGS  Through thesurvey it was found that almost 95% of the respondents are having TV in their home.  The research shows that 44% of respondents own LG television.  The survey shows that reason buying the LG television is its quality and after sales service.  Through massive advertisement consumer influence to purchase and switching their brand to LG.  As per survey report shows 36% of respondent buy LG television because of quality and 32% of respondent buy due to brand image.  By conducting survey it was found that there was only one service station and authorized dealer in the city due to which the customer were inconvenient.
  • 51.
  • 52.
    52 CONCLUSION From the studyis conducted there is a 100% awareness about television is among the population, there are 45% are LG television user in Moradabad city. Complex buying behavior is involved in purchase and aware of significant, difference among brands. LG has able to craft out in ten years a premium brand positioning in the Indian market and is today most preferred brand in the segment. 2006 has been landmark year for LG as the company achieved a monumental target of Rs 830 crores and reiterates its leadership in the Indian consumer durable industry.
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  • 54.
    54 SUGGESTIONS & RECOMMENDATIONS LGelectronics is perusing the vision of becoming a true global digital leader to achieve this. They need to improve quality of the product. Survey conducted by me the customer was not satisfied by quality of color in the television contrast and sound system. The customers are not satisfied by the after sales service provided by the company due to the delay in the after sales services provided by company.
  • 55.
  • 56.
    56 LIMITATIONS The present studyis subjected to following LIMITATIONS:- 1. Times was the major limiting factor as the time allotted to conduct survey was not enough. 2. Some respondent were irresponsive. 3. The research is directly concerned with the study of consumer behavior and achieving absolute mathematical accuracy was not possible. 4. Method of data collection was through personal and therefore bias becomes a major limitation. 5. Due to the time constraints all the customers were not covered. 6. The sample was restricted to 300 customers, which may restrict the scope and completion of study. 7. The scope of study is restricted only to the twin cities of Moradabad. 8. Owing to their pre occupation some customers were unable to answer the complete questionnaire.
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  • 58.
  • 59.
    59 BIBLIOGRAPHY TEXT BOOKS:- Principles ofMarketing – Philip Kotler and Gery Armstrong Marketing Research – D.D. Sharma Marketing Research – Green & Tull NEWSPAPERS & MAGAZINE:- Economic Times Newspaper Business Line Newspaper Business world Business today LG magazine WEBSITES:- www.1gindia.com www.LG.com www.google.co.in
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  • 61.
    61 QUESTIONNAIRE MANISH KUMAR BBA 4RD SEMESTER SHREESATYA COLLEGE OF HIGHER EDUCATION MORADABAD Dear sir/madam, I am student of SSCHE Moradabad. As part of the curriculum of BBA degree, I am conducting a survey to prepare project report on “CONSUMER BEHAVIOR TOWARDS LG TELEVISION”. Therefore I kindly request you to spare some of the precious time to answer the following question. 1. Name: …………………………………………………………………… Address: ……………………………………………............................... …………………………………………………………………………… Tel: ……………..........E-mail: ...…………………………………………. 2. (a)Do you own Television? Yes No If no jump to Q.No 9 (b)If yes mention its brand? LG Onida Samsung Other (specify)…………….. If LG televisions proceed, else jump to Quest no.10 3. From where did you get the information about LG T.V? Advertisement Friend Retail outlets Other (specify)……………
  • 62.
    62 4. Which factoraffects you more for purchasing the LG T.V? Quality Price Brand image Other (specify)……………… 5. Which model of LG T.V do you own? LG Flatron L G Flatron with Golden eye LG LCD T.V Other (specify)…………….. 6. Which size of LG T.V do you own? 15inch 21 inches 29inch Other (specify) ………………… 7. Since when you are using LG T.V? Less than 1 year 1-2 years 2-3 years 4 and above 8. What is your level of satisfaction? Fully satisfied Satisfied Somewhat satisfied Not satisfied at all 9. Which brand of T.V would you go for in future? LG Onida Samsung Other (specify) ……………….. 10. Any suggestions or recommendations on LG T.V? …………………………………………………………… …………………………………………………………… ……………………………………………………………
  • 63.
    63 Few personal questions: 11.Your occupation Profession Business Housewives Other (specify) ……………….. 12. Education Up to SSLC Graduate Post graduate Other (specify)…………………. 13. House hold monthly income Up to 5000 5000-10000 10000-15000 15000 and above THANK YOU!!! .