a study of consumer durable market for samsung products.doc

8/14/2019 a study of consumer durable market for samsung products.doc

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A Project Report On

A Study Of Consumer Durable Market For Samsung

Electronics Ltd

With Special References to Nasik Dist

Under The Guidance Of Prof. Vinod alkar

Su!"itted To Uni#ersit$ Of Pune

%n Partial &ulfil"ent Of

'aster De(ree )ourse %n *usiness Ad"inistration+

,-/0-12

Su!"itted *$ r. S3apnil Panpatil

Throu(h Piren4s0%nstitute Of *usiness ana(e"ent 5 Ad"inistration.

6oni,*728 Tal. Rahata8 Dist. Ah"edna(ar091:;:uarter in a ro3

De#eloped the 3orldEs first :n"0class


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the U.S.

Attained No.1 3orld3ide "arket share position for 6)D for

the si=th $ear in a ro3

-..= De#eloped the 3orldEs first real dou!le0sided 6)D De#eloped the 3orldsE first @n" 1G DRA Un#eiled 1 pi=el ca"era phone 6aunched Stealth Vacuu"8 a #acuu" cleaner 3ith the

3orldEs lo3est le#el of noises 6aunched the 3orldsE first *lu0Ra$ Disc Pla$er De#eloped 1.;-Super0Reflecti#e 6)D Screen

Se"tember8 -..> The %ndia Retail &oru" has a3arded Sa"sun( as the *est Retailer

of the $ear -@ in the consu"er Dura!les cate(or$. Ma"es Da"ian8

SVP8 *est *u$ and his tea" handed o#er the a3ard to r. Ra#inder

utshi8 D$ D and Sa"sun( %ndia at the %ndia Retail a3ard

February -..> r. S. . Oh appointed as the President and )hief ?=ecuti#e

$o?ember -..@ Sa"sun( recei#ed the Golden Peacock Special co""endation

)ertificate for )orporate Social Responsi!ilit$ ,Pri#ate Sector2

February -..@ %ndia "ade re(ional head>uarters for Sa"sun( South3est Asia.

February -..@ r. 7. S. 7i" appointed as the &irst President and )hief

$o?ember -.. %nau(urated Sa"sun(Es ne38 i(h0Tech8 ad#anced

August -.. )o""ence"ent of production at refri(erator facilit$ in Noida.

Bune -.. er(er of S%?6 3ith S?%%T.Soft3are technolo($ park set up at Noida

December -..- )onstruction co""ences for @88 refri(erator plant in Noida

October -..-Sa"sun( un#eils ne3 technolo($ for )onsu"er

L

Bune 1= &oundation Stone laid for )TV &actor$ at Noida8 Uttar Pradesh.

May 1= 6aunch in South

19


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o"e Appliances 6aunch

December 1> Sa"sun( %ndia ?lectronics ,S%?62 products launched in %ndia.

August 1> )ertificate for co""ence"ent of !usiness recei#ed !$ Sa"sun(

O4'$& TO +E T;E +EST

Sa"sun( %ndia ai"s to !e the K*est )o"pan$4 in %ndia !$ the Jear -ualit$ products.

'Our ai" is to (ain technolo(ical leadership in the %ndian "arketplace e#en as our (oal is

to earn the lo#e and respect of "ore and "ore of our %ndian consu"ers.+ r. S.. Oh8

President 5 )?O Sa"sun( South0West Asia Re(ional ead>uarters.

Samsung in 'ndia

Sa"sun( %ndia is the hu! for Sa"sun(4s South West Asia Re(ional operations. The South

West Asia Re(ional ead>uarters looks after the Sa"sun( !usiness in Nepal8 Sri 6anka8

*an(ladesh8 aldi#es and *hutan !esides %ndia. Sa"sun( %ndia8 3hich co""enced its

operations in %ndia in Dece"!er 1@8 toda$ enjo$s a sales turno#er of o#er US 1*n in

just a decade of operations in the countr$.

1@


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ead>uartered in Ne3 Delhi8 Sa"sun( %ndia has a net3ork of 1 *ranch Offices located

all o#er the countr$. The Sa"sun( "anufacturin( co"ple= housin( "anufacturin(

facilities for )olour Tele#isions8 )olour onitors8

Refri(erators and Washin( achines is located at Noida8 near Delhi. Sa"sun( Kade in

%ndia4 products like )olour Tele#isions8 )olour onitors and Refri(erators 3ere !ein(

e=ported to iddle ?ast8 )%S and SAAR) countries fro" its Noida "anufacturin(

co"ple=. Sa"sun( %ndia currentl$ e"plo$s o#er 1


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Customi7ed "roducts for 'ndian Consumers

Sa"sun( understands the local cultural sensi!ilities to custo"iBe its products accordin(

to the %ndian "arket. %t has set up a 'usa!ilit$ la!+ at the %ndian %nstitute of Technolo($ in

Ne3 Delhi to custo"iBe Sa"sun( products to "eet the specific needs of %ndian

consu"ers. This industr$0institute partnership is helpin( Sa"sun( to stud$ and anal$Be

consu"er response in aspects of product desi(n8 includin( aesthetics8 er(ono"ics and

interface.

Throu(h its research done on consu"er preferences in %ndia8 Sa"sun( has concluded

that %ndian consu"ers 3ant "ore sound oriented products. Thus8 the Sa"sun( tele#isions

for %ndia ha#e a hi(her sound capacit$ than their forei(n counterparts.

&or the se"i0auto"atic se("ent of Sa"sun( 3ashin( "achines8 Sa"sun( has

introduced for the first ti"e in %ndia a feature called Super Dr$. %t is present in three of

Sa"sun(4s se"i auto"atic "odels and dries the clothes !etter than the rest.

Sa"sun( 3ashin( "achines ha#e an additional "enu that takes care of the local

%ndian 3ardro!es. The$ also ha#e a K"e"or$ re0start4 that takes care of the fre>uent

po3er failures in %ndia.

1;


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)#OD%CT )#OF'LE

ue )r$stal Desi(n 3ith a hint of

rose0red color accentuatin( a traditional piano0!lack !eBel

fra"e8 the ualit$.

Wide Video P: Pla$er ,JP0P-2

?>uipped 3ith *luetooth and a touch screen interface8

the JP0P- lets consu"ers enjo$ #i#id #ideos on a :0inch

3ide 6)D screen. Sa"sun(4s proprietar$ DNSe -.

technolo($ 3ith ?"oTureL U% enhances the ulti"ate "ulti"edia e=perience.

1/


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VRT &ront 6oadin( Washer

Desi(ned 3ith Vi!ration Reduction Technolo($T ,VRT28

our 3asher dra"aticall$ reduces !arrel #i!ratione#en at the

hi(hest speed. %t also reduces ener($ and 3ater consu"ption

to the 3orld4s lo3est le#els. &urther8 3e4#e enhanced

3ashin( perfor"ance and eco0friendl$ perfor"ance 3ith a

dia"ond0shaped e"!ossin( dru".


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1


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aptic Touch Screen Phones ,S) 0W9-IW9-2

*uilt 3ith TouchWiB U% soft3are8 our aptic "odel pro"ises

a uni>ue user e=perience8 one that touches all of the

senses. The Sa"sun( aptic features one0touch access8

a 3id(et for creatin( custo"iBed desktops and a G sensor

for auto"atic horiBontal rotation of photos and #ideos.

%t is desi(ned for the inno#ati#e8 Kon0the0(o4 user 3ho

de"ands cuttin(0ed(e "ulti"edia features8 includin( a 3e! !ro3ser.

Ultra0"essa(in( *lackMack %% ,SG 0i


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O+BECT':ES OF T;E )#OBECT

To find nu"!er of !rands of consu"er dura!le in Nashik district.

To stud$ !rand preference of consu"er for consu"er dura!le (oods..

To find "ost i"portant para"eter for selection of !rand of )olour tele#ision8

Refri(erators8 Washin( "achine8 DVD8 icro3a#e o#en.

To stud$ profit "ar(in of "ajor !rands in consu"er dura!le.

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#esearc Metodology

Research "ethodolo($ is considered as the ner#e of the project. Without a proper 3ell0

or(aniBed research plan8 it is i"possi!le to co"plete the project and reach to an$

conclusion. The project 3as !ased on the sur#e$ plan. The "ain o!jecti#e of sur#e$ 3as

to collect appropriate data8 3hich 3ork as a !ase for dra3in( conclusion and (ettin(

result.

Therefore8 research "ethodolo($ is the 3a$ to s$ste"aticall$ sol#e the research pro!le".

Research "ethodolo($ not onl$ talks of the "ethods !ut also lo(ic !ehind the "ethods

used in the conte=t of a research stud$ and it e=plains 3h$ a particular "ethod has !een

used in the preference of the other "ethods

#esearc design

Research desi(n is i"portant pri"aril$ !ecause of the increased co"ple=it$ in the "arket

as 3ell as "arketin( approaches a#aila!le to the researchers. %n fact8 it is the ke$ to the

e#olution of successful "arketin( strate(ies and pro(ra""ers. %t is an i"portant tool to

stud$ !u$er4s !eha#ior8 consu"ption pattern8 !rand lo$alt$8 and focus "arket chan(es. A

research desi(n specifies the "ethods and procedures for conductin( a particular stud$.

Accordin( to 7erlin(er8 'Research Desi(n is a plan8 conceptual structure8 and strate($ of

in#esti(ation concei#ed as to o!tain ans3ers to research >uestions and to control

#ariance.

--


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Research desi(n specifies "ethods and procedures for stud$. %n this stud$ the co"pan$

3as interested to kno3 the de"and of different consu"er dura!le product8 a!out

co"petitors8 and potential for SASUNG procedures to !e used for the stud$ a"on(

retailersIdealer and. o3e#er it 3as e=clusi#el$ personal inter#ie3.

Data Collection*

This report 3as prepared after collectin( data fro" the retailersI dealers and past data 3as

arran(ed fro" the #arious studies conducted in last fe3 $ears and #arious other records of

co"pan$.

)rimary Data*

These data 3ere collected !$ personal inter#ie3 3ith retailersI dealer. &or this purpose

>uestionnaires 3ere prepared in such that all necessar$ data 3ould !e collected.

Secondary Data*

%nfor"ation re(ardin( the project8 secondar$ data 3as also re>uired. These data 3ere

collected fro" #arious past studies and other sources of the co"pan$.

SAM)L'$& MET;OD

Rando" Sa"plin( "ethod

SAM)LE S'E

1 Dealers

#esearc tools*

Questionnaires

-:


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#ESEA#C; A#EA

NAS%7 D%STR%)T0

Nashik cit$

ale(aon

7al#an

Satana

)hand3ad

Deola

)*S

Pancha#ati )idco

Nashik Road Dindori

Road )anada )orner

Gan(apur Road G

Road Deolali ca"p


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-9


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Tahara!ad

Na"pur

6akh"apur

Wani

Jeola

6asal(aon

Pi"ple(aon *as3ant

Ojhar

an"ad

Dindori

-@


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Sco"e of te study

This project (i#es us (reat e=posure to the consu"er dura!le "arket !ecause it includes

product kno3led(e and field sur#e$ jo! in 3hich 3e #isited the consu"er dura!le stores

in Nashik district.

4ile ?isiting te so"s !e

1. )alculated the displa$ share of the SASUNG product in shop.

-. )ollected the data of actual "onthl$ sale of the SASUNG product in fe3 shop.

: &ound out the pro!le"s that the dealer 3ere facin( 3hile sellin( the SASUNG

product.

:. &ound out the custo"er response for SASUNG products !$ askin( the o3ner of the

shop.

9. )hecked 3hether de"o calls 3ere attended or not

Sco"e

-


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@. %n ter" of purchasin( po3er parit$ ,PPP28 %ndia is the 9th lar(est econo"$ in the 3orld

and o#ertake Mapan in the near future !eco"e the :rd lar(est.


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-;


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1:. %ncrease in inco"e le#el8 i.e. increase in purchasin( po3er of consu"ers.

19. ?as$ a#aila!ilit$ of finance.

Treats

1@. i(her i"port duties on ro3 "aterials.

1


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-/


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Teoretical +ackground of te study

Sco"e of market researc in ?ie! of modern global business(

Research "ethods pro#ide $ou 3ith the kno3led(e and skills $ou need to sol#e

the pro!le"s and "eet the challen(es of a fast0paced decision0"akin( en#iron"ent.

*usiness research courses are a reco(nition that students in !usiness8 not0for0profit8 and

pu!lic or(aniBations H in all functional areas H need trainin( in the scientific "ethod and

its application to decision "akin(. T3o factors sti"ulate an interest in "ore scientific

decision "akin(F ,12 the "ana(er4s increased need for "ore and !etter infor"ation and

,-2 the a#aila!ilit$ of i"pro#ed techni>ues and tools to "eet this need.

Durin( the last t3o decades8 3e ha#e 3itnessed dra"atic chan(es in the !usiness

en#iron"ent. ?"er(in( fro" a historicall$ econo"ic role8 the !usiness or(aniBation has

e#ol#ed in response to the social and political "andates of national pu!lic polic$8

e=plosi#e technolo($ (ro3th8 and continuin( inno#ations in (lo!al co""unications.

These chan(es ha#e created ne3 kno3led(e needs for the "ana(er. Other kno3led(e

de"ands ha#e arisen fro" pro!le"s 3ith "er(ers8 trade policies8 protected "arkets8

technolo($ transfers8 and "acroecono"ic sa#in(s H in#est"ent issues. The trend to3ard

co"ple=it$ has increased the risks associated 3ith !usiness decisions8 "akin( it "ore

i"portant to ha#e a sound infor"ation !ase. %ncreased co"ple=it$ "eans there are "ore

#aria!les to consider. The co"petition is "ore #i(orous8 3ith "an$ !usiness do3nsiBin(

to "ake co"petiti#e (ains. Workers8 shareholders8 custo"ers8 and

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the pu!lic are !etter infor"ed and "ore sensiti#e to their self0interest. Go#ern"ent

continues to sho3 concern 3ith all aspects of societ$. ?ach of these factors de"ands that

"ana(ers ha#e "ore and !etter infor"ation upon 3hich to !ase decisions. To do 3ell in

such an en#iron"ent8 $ou 3ill need to !e e>uipped 3ith an understandin( of scientific

"ethods and a "eans of incorporatin( the" into decision "akin(. Jou 3ill need to kno3

ho3 to identif$ (ood research and ho3 to conduct it. This !ook addresses these needs.

As the co"ple=it$ of the !usiness en#iron"ent has increased8 there has !een a

co""ensurate8 increase in the nu"!er and po3er of the tools to conduct research. There

is #astl$ "ore kno3led(e in all fields of "ana(e"ent. We ha#e !e(un to !uild !etter

theories. The co"puter has (i#en us a >uantu" leap in the a!ilit$ to deal 3ith pro!le"s.

Ne3 techni>ues of >uantitati#e anal$sis take ad#anta(e of this po3er. )o""unication

and "easure"ent techni>ues ha#e also !een enhanced. These trends reinforce each other

and are ha#in( a "assi#e i"pact on !usiness "ana(e"ent.

sources of collection of "rimary and secondary data for market researc(

ta sources "a$ !e classified as either internal ,or(aniBational2 or e=ternal sources of

infor"ation.

'nternal Sources

%nternal sources of or(aniBational data are so #aried that it is difficult to pro#ide

(eneraliBations a!out their use. Accountin( and "ana(e"ent infor"ation s$ste"s create

and store "uch of the internal data. Research and de#elop"ent8 plannin(8 and "arketin(

functions also contri!ute. ?=a"ples are depart"ental reports8 production su""aries8

financial and accountin( reports8 and "arketin( and sales studies. The collection "ethods

:


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used are uni>ue to the specific situation8 and collection success depends on kno3in( just

3here and ho3 to look. So"eti"es the infor"ation "a$ e=ist in central files ,i.e.8 at

head>uarters28 in co"puter data!ase8 or in depart"ental chronolo(ical files.

%n other or(aniBations8 a central li!rar$ keeps all rele#ant infor"ation. S$ste"atic

searches should !e "ade throu(h e=plorator$ inter#ie3s 3ith e#er$one 3ho handles the

infor"ation. Often co"pan$ li!rarians8 %S. PRIco""unications8 or depart"ental

secretaries can help in pinpointin( critical data sources. %nternal data sources "a$ !e the

onl$ source of infor"ation for "an$ studies.

Eternal Sources

?=ternal sources are created outside the or(aniBation and are "ore #aried than internal

sources. There are also !etter defined "ethods for findin( the". This discussion is

restricted to pu!lished sources8 althou(h other sources of infor"ation "a$ !e useful.

Pu!lished sources of data can !e classified into fi#e cate(ories. The ne3est and fastest

(ro3in( one is co"puteriBed data!ase. The$ are co"posed of interrelated data files. The

files are sets of records (rouped to(ether for stora(e on so"e "ediu". Access "a$ !e

throu(h online search or )D0RO. Online data!ases are often specialiBed and focus on

infor"ation a!out a particular field.

ajor source of pu!lished infor"ation consists of di#erse "aterials fro" special

collections. Within this cate(or$ there are "an$ reference !ooks8 each a co"pendiu" of

a ran(e of infor"ation. A second (roup includes uni#ersit$ pu!lications8 of 3hich there

are "aster4s theses8 doctoral dissertations8 and research records. A third (roup includes

co"pan$ pu!lications such as financial reports8 co"pan$ polic$ state"ents8 speeches !$

pro"inent e=ecuti#es8 sales literature8 product specifications8 and "an$ others. There are

:1


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"iscellaneous infor"ation sources consistin( of the productions of #arious trade8

professional and other associations. These or(aniBations often pu!lish statistical

co"pilation8 research report8 and proceedin( of "eetin(.

Data Analysis and 'nter"retation

Ta!le No.1 Nu"!er of co"pan$4s product sold !$ dealers.

Sr( $o( )#OD%CT $O( OF #ES)O$DE$TS

1 )0TV /

a study of consumer durable market for samsung products.doc

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