MAJOR PROJECT REPORT ON

COMPARATIVE MARKET ANALYSIS OF SAMSUNG

ELECTRONICS VIS- A- VIS ITS COMPETITORS

Submitted In Partial Fulfillment of the Requirement of

Bachelor of Business Administration

BATCH-(2011-2014)

GUIDED BY: SUBMITTED BY:Mr. BBA ( General)

CERTIFICATE

This is to certify that the project entitled COMPARATIVE MARKET ANALYSIS OF

SAMSUNG ELECTRONICS VIS- A- VIS ITS COMPETITORS carried out by

Mr. , student of……………………, is here by accepted and approved as a credible work,

submitted in the partial fulfillment for the requirement of degree of BBA.

DECLARATION

I hereby declare that the project work entitled “COMPARATIVE MARKET ANALYSIS

OF SAMSUNG VIS-À-VIS ITS COMPETITORS” submitted to the

………………………………., is a record of an original work done by me under the guidance

of Mr…………….. , Faculty Member, Delhi Institute Of Rural Development, and this project

work has not performed the basis for the award of any Degree or diploma/ associate

ship/fellowship and similar project if any.

………

/ /

( )

Mr. ……….

TABLE OF CONTENT

PARTICULARS PAGE NO.

Acknowledgment

Abstract CHAPTER 1

1.Introduction 1-6

a. Overview of the Consumer durable sectorb. Company profilec. Comparative analysis d. Consumer perception

2.Objective of Research 7

3.Limitation of the study 8

CHAPTER 2

1.Sources of data collection 9

2.Research Methodology 9

CHAPTER 3

1. Analysis of Dealers Questionnaire on CTV 11

2. Analysis of Dealers Questionnaire on AC 14

3. Analysis of sales Data of Samsung 18

CHAPTER 4

1. Findings from the Consumer Questionnaire 26

2. Findings of the Report 33

CHAPTER 5

1. Conclusion 35

Bibliography

ACKNOWLEDGEMENT

“Appreciation can make a day, even change a life. Your willingness to put it into words is all that is necessary”.

I would like to express my thanks and heartfelt gratitude to the Branch head of Samsung India electronics private limited Mr. /……….. for allowing me to do my project in this organization and for his constant help and assistance in all possible ways in completing this project successfully.

I would take this opportunity to express my sincere accolade to my faculty guide,

……………………….., for facilitating me at various phases of the project. Despite his

demanding schedule, he bestowed every possible support to me, so as to carry on the project

work without any hindrance.

I thank all the dealers, retailers & consumers for sharing valuable information with

me, which was very helpful for this project. .

Last but not the least; I thank my parents and teachers for bringing me up in a successful environment and teaching me all the basic etiquettes and ethics required for my growth in an organization.

ABSTRACT

“All human actions have one of these seven causes: chance, nature, compulsion, habit,

reason, passion and desire”. As a human being the major cause to take over this project was

reason. The reason is to accomplish my task, aim, and motive of enhancing my knowledge and

to know more about the consumer durable industry. Consumer durables have become

inseparable in this era of modernization and thus influence even the common men’s life. This

is one of the fastest growing industry with an growth of about 8% every year. Invention and the

launch of new technology is the most important tool of this industry. To maintain the quality of

products provided to the customers the companies dealing in the consumer durable products

has to undergo extensive study and research work. This project work is a small attempt to

understand the dealer, retailer as well as the consumer behavior in regards to the colour

television & Air conditioners and to find out the position of Samsung among its competitors.

This SIP project is being conducted on Consumer durables i.e. CTV & Air conditioner for

(Samsung India Electronics private limited), I am focusing on Comparative Market and

consumer behavior study of consumer durables of Samsung vis-à-vis its competitors i.e.

Sony, LG, Videocon, Haier, Bluestar. In CTV & A.C segment. For this the Survey was

conducted with a set of questionnaire containing the questions which helped in obtaining the

desired information from the dealers & retailers. In the next segment of study the consumers

has be targeted with a set of questionnaire for the desired information. Till date around 50

dealers And Retailers were approached in the North Delhi and surroundings. The information

was obtained through questionnaire as well as by the interview method. The copy of

questionnaire is being attached with this report. The method of personnel interview was also

adopted for those who were unwilling to give any information in writing. At present around 50

of such interviews have been conducted keeping in mind the requirements of the survey being

conducted.

This report also includes the analysis of around 10 year’s sales data. This data with the help of

Le square method is used to predict the future demand as well as the sales of Samsung.

1.INTRODUCTION

A comparative marketing study of Samsung Electronics vis-à-vis competitor’s (L.G, Haier,

Videocon, Bluestar, Sony ) in the area of North Delhi and Surroundings……………

“All progress is born of inquiry. Doubt is often better than overconfidence, for it leads to

inquiry and inquiry leads to investigation” Research inculcates scientific and inductive thinking

and it promotes the development of logical habits of thinking and organization.

Research is a common parlance refers to a search of knowledge. The advanced learner’s

Dictionary of current English lays down the meaning of research as a careful investigation or

inquiry especially through search for new facts in any branch of Knowledge

What is comparative Marketing study? In comparative marketing research we take our

competitor’s products and make comparison through consumer with our own products.

Why Comparative Marketing study? Comparative marketing study/research comprise one of

the most important and fascinating task of marketing. It provides information for marketing

decision making, any problem that are identified and investigated further by using problem

solving techniques with the objective of arriving at solution. The most important innovation in

the new approach is to study simultaneously different organizational forms of business interest

representation. The aim of the study is to point out the best (in this respect) among the

alternatives that are being studied. The final aim perhaps is not only to find the best, but also

to improve it or similar objects later on.

Overview of the Consumer Durable Market

The consumer durable market in India has seen a proliferation of brands and product categories

in recent years.Most major international brands from Japan, Korea, US, Europe and China have

been launched in India with varying degrees of success. One of the largest barriers to entry for

any brand in India is the distribution network.

1

The cost of servicing the network is huge for any brand. The consumer is aware of the cost-

benefit, or value for Money aspect. Financing options are crucial in case of high-priced

products. They increase the affordability for a Wider segment of population. Like in any

country, the consumer durable industry in India is largely dominated by colour televisions

(CTV), which account for 56% of the consumer durables industry.

Fig-I-Consumer Durable Market Pie In Financial year

Fig-II- Growth of Consumer Durable Market

Company Profile

Founded in 1938, Samsung Corporation is one of Korea’s most enduring and respected

corporations, having stood behind the advancement of the national economy for more than

three quarters of a century. At the origin of Samsung Group, Samsung Corporation was the

trading arm of the group, epitomizing its vibrancy and dynamism in the area of global trade. Its

designation in 1975 as Korea’s first-ever General Trading Company marked a new chapter for

its overseas operation, which since then grew into a scope truly worthy of a global trader.

Samsung Corporation’s entrepreneurship and achievement on the world scene have been a

major inspiration for Korea’s trading community.

In a continuing bid to expand its business area beyond the confines of international trade, in

1996, Samsung Corporation merged with Samsung Construction, and in 1997, launched into

the retail business. Currently, Samsung Corporation is engaged in two major business areas:

trading, construction. The organization consists of two business groups, with the retail business

headquarter under the trading group, and with the housing development headquarter under the

construction group.

The Trading Group, currently operating from its 71 overseas offices, exports semiconductors,

machinery, plants, iron & steel, chemical products and textile; and imports energy, chemical

products and machinery & equipment. In addition to trading, the Group carries out a variety of

other projects including overseas investment, project organizing services and energy & natural

resource development projects.

The Construction Group, a provider of construction and engineering services, is also a plant

builder and housing developer. To date, the group has to its credit Malaysia’s Petronas

building, the world’s highest edifice, 452m high, boasting 92 stories aboveground; New Busan

Port; Incheon Int’l Airport; Ulchin Nuclear Power Plant; and Raemian and Trapalace, the

apartment complexes. From energy resources to housing, each of these projects is a powerful

testimony to the group’s technological excellence. Last year, the group entered into a contract

to build the world’s highest building, Burj Dubai.

Notably, Raemian, one of Samsung’s signature apartment complexes is a remarkable triumph,

hailed as new standard-setting luxury housing. The success of Raemian, topping the National

Customer Satisfaction Index (NCSI) in the apartment category for eight consecutive years, has

driven up our overall market share in housing development to the top of the scale as well.

The Retail Business is buoyant and thriving with Samsung Plaza Bundang , a multi-feature

shopping center, and Samsung Internet Shopping Mall, familiarly referred to as “Samsung

Mall” as its two main platforms.

Comparative Analysis

A comparative Analysis of Samsung Electronics vis-à-vis competitor’s (LG, Haier, Videocon,

Sony, Bluestar) in North Delhi

What is comparative Analysis? In comparative Analysis we take our competitor’s products and

make comparison through consumer with our own products. Why Comparative Analysis?

Comparative Analysis comprises one of the most important tasks of marketing. It provides

information for marketing decisions. Problems are identified and investigated further by using

problem solving techniques with the objective of arriving at solution. The most important

innovation in the new approach is to study simultaneously different organizational forms of

business interest representation. The aim of the study is to point out the best among the

Variables that are being studied.

The study will also include the survey which will be targeting about 50 dealers in the area of

North Delhi. The main emphasis in the survey will be given on the sales of Samsung in

comparison to its competitors in CTV & AC segment, the consumer perception about the brand

will also be taken into consideration while conducting this survey.

The analysis of the buying behavior in respect to AC& CTV will be another important

component of my study. Buying behavior of the consumer is a study of how individuals make

decisions to spend their available resources (time, money & effort) on consumption related

items (what they buy, why they buy, where they buy, how often they buy and use a product or

service). The heterogeneity among people across the world makes understanding consumer

buying behavior an intricate and challenging task. The consumers’ identity, his beliefs, specific

needs, attitudes and the kind of product and brand available in that product category influence

his buying behavior. The marketing efforts of a firm have a profound impact on the buying

decisions of customers. Therefore the attempt of my survey will be to obtain an in- depth

knowledge of the customers buying behavior.

The effect of external variables on purchasing pattern of customer will also be considered here

the external variables refer to all those factors which will be affecting the consumer purchasing

decisions, these can be price of the goods and on its attitude to respond to functional needs.

The critical variable under this approach is the availability of adequate information about

purchase alternatives (price, product functionalities) to support the decisional process.

The external conditioning approach, according to which the purchase decision is a

response to external stimuli. The critical variable under this approach is which kind of

external stimuli can influence purchase decision.

The experience and the social interaction - based approach, according to which the

present consumer decision aims at the construction of personal identity.

Another component of my study will be the analysis of the brand (Samsung) on four P’s i.e.

• Product

• Pricing

• Promotion

• Placement.

These are the four factors which help an organization to understand the market and help in

taking future decisions relating to the launch & the strengthening of the market for the brand.

Benefit to company:

1.Display Share Tracking: Display share tracking will help us to find out these

information

It will be used to revealed potential demand of each product.

With the help of display tracking we will find out the highest selling

product and lowest selling product in the market.

It will help in taking decision during the line expansion and line pruning.

2 .Consumer perception: This is done with the aim of capturing the true words and

emotions of consumer, and in turn using this information to improve or developed products or

to determine people attitude toward the products.

It will help company to get feedback from consumer.

It will prevent the undervaluation of competitor and we can find the

strength and Weakness of our product.

This will help us to stay ahead in competition

It will encourage value creating investment.

It will help in maximizing the consistency of value creation

Measuring performance

It will help us for market share analysis

Consumer perception

As it is well known proverb of marketing that “Consumer is the king” it is mandatory for any

researcher to know the opinion of the consumer regarding the products on which he is going to

conduct the study. This research work will include a consumer questionnaire on the consumer

goods which has been taken as the part of the study the questionnaire mainly aims at .

Awareness of the consumer about the brand

His decisions whether dependent or independent

Purchase pattern

Brand loyalty level

Current consumer durables in home

What is the impression of consumer about Samsung

This questionnaire will mainly help out in reaching at the actual consumer perception of the

consumers about the brand. This is done with the aim of capturing the true words and

emotions of consumer, and in turn using this information to improve or developed products or

to determine people attitude toward the products.

2. OBJECTIVE

The major objective of the study is to analyze the position of Samsung Vis-à-Vis its

competitors and to identify weak areas and provide recommendations for the sales. The

consumer durable market has grown considerably in last few years in India. With the growth,

the level of competition has grown as well. Literally every day companies come up with new

attractive offers to grab the better share of the market. The challenge is not only to get the new

customer but also to continue with the existing customers.

The objective of doing the project is to:

-Identify the Dealer and Consumer perception about the Samsung products with respect to its

competitors in CTV & AC segment.

- To find out some differentiating strategies to stay ahead in competition in CTV& AC

segment.

- To identify the factor affecting the four Ps i.e.

Product

Pricing

Promotion

Placement.

Example:

What are the parameters on which consumer makes his purchase decision?

Parameters Rank

O Price ……….

O Packaging ……….

O Product Features ………..

O Brand Name ……….

O Product Quality ……….

O Product Design ……….

SCOPE OF STUDY:

1. Impact of consumer durables (being taken in to the study) on the consumers,

retailers, dealers.

2. Comparison of Samsung with other competitors.

3.LIMITATIONS OF THE STUDY

The Data collected from the Dealer might not be very accurate to obtain the desired

information.

The sample size taken is small to make a universal statement.

The final conclusion can be also affected by some of the extraneous variables.

Though the study represents the position of Samsung in North Delhi. Due to small

sample size, the finding may not be a true representative and it cannot be generalized.

Biasness of the respondent.

Lack of sufficient information

Lack of the instruments to find out the reasonable outcome

Difficulty in gathering the reasonable data It’s all about the future predictions and future is unsuitable

1.METHODS OF COLLECTING DATA AND THEIR SOURCES:

Secondary Data:

The secondary data for the project is collected from websites. The other data was collected

from the offer document and informal discussion with company members.

References are also taken from search engines.

Primary Data

The primary data is collected by interviewing the concerned persons.

Dealers Questionnaire, Consumer Questionnaire is prepared to collect the data and this data

will be analyzed for studying the position of Samsung in comparison to that of its competitors

i.e. Sony .L.G. Haier, Videocon, Bluestar,

2.Research Methodology

“Research is the systematic design, collection, analysis and reporting of data and findings

relevant to a specific situation or problem”. The objective of this section is to describe the

research procedure and methods that have been adopted for the achievement of the project

objectives.

a. Research Design: A research design is the arrangement of conditions for collection and

analysis of data in a manner that aims to combine relevance to the research purpose with

economy in procedure. My research is comparative in nature.

Descriptive research design: Descriptive research design describes attitudes,

perceptions, characteristics, activities, and situations. These studies may describe the behavior

of the targeted customers, characteristics of customers, or the market potential for specific

products. Simply stated, descriptive research examines who, what, when, where, why and how

questions. It is performed after information needs have been entirely specified, the problem has

been well defined, and tentative hypothesis have been generated.

b. Method of Data collection: In order to study the consumer perception regarding the uses

of Samsung Products with respect to other companies in North Delhi both primary and

secondary data will be collected.

The study proposed to collect Primary data through questionnaire using survey

method. So as to give a precise, accurate, realistic and relevant data.

The secondary data as it has always been important for the completion of any report

provides a reliable, suitable, equate and specific knowledge. The data will collect

from various magazines, fact sheets newspapers and websites published by the

company

.

c. Sampling Technique: The study proposed to use convenience sampling.

d. Sample Area: In order to make a comparative analysis study the consumer perception as

well as dealer & retailers perception of Samsung products with respect to its competitor, the

data for the study has been collected through a survey of Dealers/Retailers of North Delhi and

surroundings.

1.ANALYSIS OF THE DEALERS QUESTIONNAIRE

FOR (CTV)

For this purpose I conducted a survey with the sample size of 100. This sample includes the

dealers and the retailers in the area of North Delhi and surroundings. The questionnaire having

5 questions was prepared to obtain the desired information and the method of personnel

interview was also adopted for those dealers who were not interested in filling the

questionnaire and the data got is then analyzed and following are the results for the same.

The starting of my questionnaire with the question 1.Which of the following brands of

CTV, you are dealing in? This question mainly gives the idea that how many dealers and

the retailers are dealing in single and multiple brands Fig 1.0 shows that out of 100 dealers

and retailers who were part of survey in North Delhi and surroundings where 38 were

dealing in the single brand only and the others were dealing in multiple brands.

singleBrand

multiple Brand

Dealers Ratio

Single brand 38%

Multiple brand 62%

Fig 1.0

2. How many models do you display for each brand? Mainly the 15, 21, 29, LCD & PLASMA were considered for the brands Samsung, Sony, LG, Haier, Videocon and the major dealers and the retailers were interested in keeping the brand most sold. The fig 1.2 shows that out of the total survey the proportion.

15 Inch

21Inch

29 Inch

LCD

PLASMA

Average Proportion of Display at each Store

14%

54%

5%7%

20%

Fig 1.1

This question also bought up an idea that lower end markets have more proportion of 15,

21 inch display as compared to that of high end market.

3. Which are the two highest selling models of each company in CTV & their prices?The models that were sold more in comparison to others for the same brand in the CTV segment are as follows.

The highest selling Models

Samsung 21inch Plano- z30 , Z43 LG 21inch Flatron -21FD 2RG- TX, 21FC8RG-AX Haier 21inch Platron- 21F2A, 21F9DVideocon 21inch Challenger-Sony 21inch KVHM213 M80, KVFA 21M 83

4. To what extents, following brands of CTV are preferred by customers?This question was mainly asked to have an overview of how the customer responds to a particular brand and the results are shown in the fig 1.2

0%

5%

10%

15%

20%

25%

30%

35%

40%

Samsung Sony LG Videocon Haier

Customer brand prefrence in 21 inch

Fig 1.2

Average demand for the brand has been also estimated with the findings of the same question.

Samsung

Sony

LG

Videocon

Haier

26%

32%22%

12%8%

Customer Prefrence for Brand

Fig 1.3

5. What is the price band for which the customer looks for while making purchase decision? With this question the major objective of my survey was accomplished it reveals what the consumer need in the particular segment as shown in the table below.

Segment Brand Price range

15 inch Videocon 5000

21inch Samsung/LG 9000

29inch Sony/Samsung 15000

LCD Samsung 40000

PLASMA Samsung/LG 55000

2.ANALYSIS OF THE DEALERS QUESTIONNAIRE

FOR (AC)

For this purpose I conducted a survey with the sample size of 100. This sample includes the

dealers and the retailers in the area of North Delhi and surroundings. The questionnaire having

5 questions was prepared to obtain the desired information and the method of personnel

interview was also adopted for those dealers who were not interested in filling the

questionnaire and the data got is then analyzed and following are the results for the same.

The questionnaire with the question

1.Which of the following brands of AC, you are dealing in? This question brought the fact

that how many dealers and retailers are dealing single and multiple brands of air conditioners

this shown in the fig: 1.10

single Brand

multiple brand

Multiple brand 32%

Single brand 68%

Dealer Ratio

Fig 1.9

Q2 How many models do you display for each brand?

In this question mainly the 1.0 ton, 1.5 ton and 2 ton capacity of both window split air

conditioner category were considered and the models displayed at each counter on an average

are as under:

Capacity Samsung

w/s

LG

w/s

Bluestar

w/s

Videocon

w/s

Haier

w/s

1 Ton 2/1 2/1 2/1 1/1 1/0

1.5 Ton 3/2 3/1 2/2 1/1 1/1

2.0 Ton 1/1 1/1 1/0 1/0 .5/0

Q3 which are the two highest selling models of each company in AC & their

prices?

Each brand has its unique image for its product thus the highest selling models for each brand also vary according to the quality features as well as demand for the products the highest selling model for the each brand are as follows

Brand ModelSamsung 18QBLG W18G2Videocon SB1608Bluestar WAM181YBHaier HW12DX

Brand Name

Q4.To what extents, following brands of AC are preferred by customers?

The major brands preferred by the customers according to the options given are as follows

0%

5%

10%

15%

20%

25%

30%

35%

Samsung LG Videocon Bluestar Haier

Brand Prefrence by customers

Fig 1.10

Q5. What is the price band for which the customer looks for while making purchase

decision?

This question mainly brought out the conclusion of which price brand generally the customer

looks for when he makes his purchase decision this is explained as under.

Segment Price Band

1.0 Ton 14000

1.5 Ton 18000

2.0 Ton 25000

Q7 what is the expected percentage of customers who are willing to pay. Premium, or has

the Low-end customers the analysis of the data reveals that the proportion of premium

customers is around 78% as compared to that of low-end customers that comprise of only

22% .

Premium Customers 78%

Low-end customers 22%

Proportion of Premium & Low-end Customers in Market

Fig 2.0

Q8 what is the annual estimated sales of AC? After taking out the average of the low-

end and premium markets the results obtained are that the average annual sales of the

premium end market that comprises of 50 dealers and retailers was as under this analysis

work constitute the limited sample size and thus may no predict the correct figures. the

word season means the month of March, April, May, June.

Brand Name Annual average estimated salesSamsung 26000 pieces per seasonLG 29000pieces per seasonBluestar 27200pieces per season.Videocon 17000pieces per season.Haier 9800pieces per season.

Q9. Which Brand you Recommend and why?

As this was the last question the importance of this question was much more as people tried to

ignore it but the information obtained from the analysis of this question are shown in the fig

2.7

0%

5%

10%

15%

20%

25%

30%

35%

40%

Samsung LG Bluestar Videocon Haier

Dealers Recommendation for the Brand

Fig 2.5

3.ANALYSIS OF SALES DATA

The sales date collected from the sources has been used to predict the future Samsung India

private limited by using the Least Squares Method

Explanation of the Method

This method is widely used in Practice. It is a mathematical method and with its help trend line

is fitted to the Data in such a manner that the following two conditions are satisfied

(1) ∑(Y-Yc)=0

I.e. the sum of actual deviations of the actual values of Y and the computed values Y is

Zero

(2) ∑ (Y-Yc)2 is least

I.e. the sum of the squares of the deviations of the actual and computed values is least from

this line and hence the name method of least squares. The line obtained by this method is

known “as the line of best fit “

The method of least squares may be used either to fit a straight line trend or a parabolic

trend.

The straight line trend is represented by the equation

Yc= a+bX

Where:

Y0 = is used to designate the trend Values to distinguish them from the actual

Values of Y.

a is the y intercept or the computed trend figure of the Y variable when X = 0

b represents the slope of the trend line or amount of change in Y variable that is

associated with a change of one unit in X variable. The X variable in the time series

analysis represents time.

Least Squares trend Method

Fitting of straight line trend by the method of least squares

Year Sales Deviation From2005 XY X2  (Y) (X) 0.5      

2001 13094724 -4.5 -58926258 20.252002 16639749 -3.5 -58239122 12.252003 22810293 -2.5 -57025733 6.252004 27230939 -1.5 -40846409 2.252005 24419589 -0.5 -12209795 0.252006 30518256 0.5 15259128 0.252007 42321852 1.5 63482778 2.252008 50911164 2.5 127277910 6.252009 61848945 3.5 216471308 12.252010 63479833 4.5 285659249 20.25

∑y= 353275344 ∑X = 0

∑XY= 480903057

∑X2 = 82.5

The equation of the straight line trend is

a =∑Y/ N

= 35 3275344/10

= 35327534.4

b= ∑XY/ ∑X2

= 480903057/82.5

=5829127.96

Y= 35327534.4 + 5829127.96 X

For 2011 X will be 5.5

: 35327534.4 + 5829127.96 (5.5)

= 35327534.4 + 32060203.79

= 67387738.19 $

Thus the estimated earnings for the year 2011 are $67387738.19

CORRELATION ANALYSIS

Analysis of the Brands Popularity on the basis of their Ranks

Correlation analysis is a statistical technique used to measure the magnitude of linear

relationship between two variables Correlation analysis cannot be used in isolation to describe

the relationship between the variables. It can be used along with regression analysis to

determine the nature of the relationship between two variables.

The two frequently used correlation coefficients are:

The Pearson product moment correlation coefficient

Charles Spearman’s rank correlation

Analysis by the Charles Spearman’s rank correlation Method

Brand Name

Sales in Pieces Quality Design Features

After sales Services Price

Samsung 2nd

6192 2 3 4 5 1

LG3rd

5676 1 4 3 5 2

Sony1st

6708 2 3 5 4 1

Videocon4th

2580 1 4 4 5 2

Haier 5th 1032 1 3 3 4 2

Explanation:

It is the technique of determining the degree of correlation between two variables incase

of ordinal data where ranks are given to the different values of the Variables. The main

objective of this coefficient is to determine the extent to which the two set of ranking are

similar or dissimilar. This coefficient is determined as under.

The Charles Spearman’s rank correlation Formula:

Eque 4.2

Solution:

Quality measure

Brand Name Ranks Quality D d2

Samsung 2 2 0 0

LG 3 1 2 4

Sony 1 2 -1 1

Videocon 4 1 3 9

Haier 5 1 4 16

n=5 ∑d2 30

Substituting the values in Equ. 4.2

= 6x30

= - 0.5Answer

This indicates that there is a Negative correlation between Quality and Sales ranking i.e. when

the quality of the product improves the Sales ranking volume for the brands Fall down.

1- 2

5(25-4)1- 2

Design measures

Brand Name Ranks Design D d2

Samsung 2 3 -1 1

LG 3 4 -1 1

Sony 1 3 -2 4

Videocon 4 4 0 0

Haier 5 3 2 4

n=5 ∑d2 10

Substituting the values in the Equ 4.2

= 6x10

= -0.50 Answer

This indicates that there is a Positive correlation between Design and Sales ranking i.e. when

the design of the product improves the Sales ranking for the brands also increases.

Price measures

Brand Name Ranks Price D d2

Samsung 2 1 1 1

LG 3 2 1 1

Sony 1 1 0 0

Videocon 4 2 2 4

Haier 5 2 3 9

n=5 ∑d2 =15

Substituting the values in the Eque 4.2

= 6x15

5x241- 2

1- 2

5x24 2

= 0.25 Answer

This indicates that there is a Positive correlation between Price and Sales ranking i.e. when the

Price raises the Sales ranking for the brands also rises for the product

Features measure

Brand Name Ranks Features D

d2

Samsung 2 4 -2 4

LG 3 3 0 0

Sony 1 5 -4 16

Videocon 4 4 0 0

Haier 5 3 2 4

n=5 ∑d2 =24

Substituting the values in the Equ 4.2

= 6x24

= -0.20 Answer

This indicates that there is a negative correlation between Features and Sales ranking i.e. when

the Features of the product improve the Sales ranking for the brands fall down.

After Sales Service measure

Brand Name Ranks D

1- 2 5x24 2

After sales service d2

Samsung 2 5 -3 9

LG 3 5 -2 4

Sony 1 4 -3 9

Videocon 4 5 -1 1

Haier 5 4 1 1

n=5 ∑d2 =24

Substituting the values in the Equ 4.2

= 6x24

= -0.20 Answer

This indicates that there is a negative correlation between after sales services and Sales ranking

i.e. when the Features of the product improve the rank for the brands fall down.

Thus it can be concluded from the above observation that only the price and the Design

affect the ranks of the given brands in the positive manner and rest three variables have the

negative effect on the ranks of the brands which has been considered on their sales basis

1.FINDINGS FROM THE CONSUMER

QUESTIONNAIRE

1- 2 5x24 2

For this purpose I conducted a survey with the sample size of 100. This sample includes

Businessman, Government employees, Private Employees and Housewives. This includes a

questionnaire having 10 questions and the data got is then analyzed and following are the

results for the same.

1) The first question is ‘which of the following Brands deal in consumer durables? ’

And as shown in the fig 1.1, the response was 100% positive

consumer durables

1

100%

Fig 2.6

2) Second question is ‘How do you make your purchase decisions?’

Fig 1.2 interprets the result that 84% of the consumer makes their purchase decisions with the

help of one or the other aided media. But at the same time around 16% go for unaided purchase

decisions.

aided

unaided84% aided

16%

Purchase decision

Fig 2.7

3) ‘Which purchase pattern is followed at your place?

This question tells about how many people really take the help of there near and dear ones

while making the purchase decision and also helps the marketers to target the appropriate

segment. The result shows that 78% of the consumers take the help of their family and around

22% of the consumers go for the individual decision while making the purchase decision. As

shown in fig 1.3

Individual

family78%

Purchase pattern of consumers

22%

Fig 2.8

4) On which of the following parameters you make your purchase decision? (Rank them according to your preference) a) Price b) product c) Quality d) Brand name e) Packaging f) Features

It tells about how many people out of the 100 consumers give more preference to the above

mentioned options. The result shows that 46% of the consumers give their 1st preference to

price, 6% to product,22% to quality,24% to brand name, 0% to packaging,2% to Features the

graphical representation in fig 1.4, 1.5, 1.6, 1.7, 1.8, 1.9. Explains it more clearly

. Parameters for purchase decision

Rating Price Product Quality Brand name Packaging features1 46 6 22 24 0 22 22 10 14 44 1 93 18 16 38 10 2 164 10 8 20 14 1 475 0 58 4 6 6 266 4 2 2 2 90 0

Price

0

10

20

30

40

50

1 2 3 4 5 6 7

Price

Rating

Fig 2.9

Product

0

20

40

60

80

1 2 3 4 5 6 7

Product

Rating

Fig 2.10

Fig 3.1

Quality

05

10152025303540

1 2 3 4 5 6

Quality

Rating

Fig 3.2

features

0

10

20

30

40

50

1 2 3 4 5 6

features

Rating

Fig 3.3

7) Do you feel like shifting to some other brand or you are fully satisfied with the present

one?

These three questions mainly bring out the picture how the consumers follow the trends in the

industry these questions mainly emphasize on the consumer loyalty level. Out of around 100

consumers 42% continued with the same brand, 36% shifted to some other brand and around

22% were planning to shift to some other brand. fig shows the same in more appropriate

manner. The overall analysis shows that only 42 % of the consumers are brand loyal while

58% of the consumers have the tendency of shifting to some other brand.

Consumer loyalty level

05

1015202530354045

continuing withsame brand

Shifted to someother brand

Planning to shift

Trend in consumer durable industry

Fig 3.4

8). Please rate the following brands of CTV on the scale of 1 to 5?

This question is for those consumers who are well aware of the existing brands and have

sufficient knowledge regarding each brand the consumers were asked to rate the given brands

on the scale of 1to 5 on the basis of their opinion for Quality, features, Design, Screen

resolution and efficiency. The results obtained for the quality rating for CTV for Sony,

Samsung, LG, Haier, and Videocon. Are shown in the fig 2.0 where 32% of the consumers

have rated 5 Sony on the contrary Samsung emerged as the leader in this segment with 48% of

the consumers rating it on the scale of 5..

0

10

20

30

40

50

60

Sony Samsung Haier Videocon LG

Quality Rating

Consumer Rating Chart for CTV

Fig 3.5

Q9. Please rate the following brand of AC on the scale of 1 to 5?

Where 1 mean poor service and 5 mean excellent service this question also tested the knowledge of consumers who are well aware of the existing

brands of AC and have sufficient knowledge regarding each brand the consumers were asked

to rate the given brands on the scale of 1to 5 on the basis of their opinion for Quality, features,

Design, Cooling effect and efficiency. The results obtained for the quality rating for AC

Segment for Bluestar, Samsung, LG, Haier, and Videocon. Are shown in the fig 2.1 where

42% of the consumers have rated 5 LG on the contrary Samsung emerged as the leader in this

segment with 46% of the consumers rating it maximum on the scale of 5. Followed by the

other brands.

0

5

10

15

20

25

30

35

40

45

50

Samsung LG Vediocon Haier Bluestar

Quality rating

Consumer Rating Chart for AC

Fig 3.6

2.FINDINGS OF THE REPORT

Primary data collected through questionnaire, Personnel Interviews regarding the Samsung

and its competitors i.e. Sony, L.G, Videocon, Haier, bluestar And the Analysis of the data

using Research Methodology Reflects the following.

1. Consumer Durables play a major role in the life of each individual.

2. The dealers are the inseparable pillar between the company and the ultimate consumer.

3. Retailers can sell any thing to the consumers if rewarded with appropriate incentives.

4. Dealers are happy keeping the single brand.

5. Retailer like keeping variety brand so as not to let the consumer leave the counter until

he affect sales.

6. Retailers like to stock the most sellable models of the company rather than the display

models being promoted by the company..

7. The percentage of premium end customers in posh areas is around 90% as compared to

of 30% in low end markets.

8. Low end markets of North Delhi have very less market for 1.5 & 2 ton Air

conditioners.

9. The retailers in High end Markets are in a better position to tackle consumers as

compare to that of other remote areas.

10. Dealer disclosed the fact that approx 85 percent customer come with Prior knowledge

of product price, features, discount offer, exchange offer only 15 percent are unknown

customer.

11. In CTV segment 38 percent dealer recommend the Samsung brand, 32 percent dealer

recommend LG, 18 percent recommend Videocon and 12 percent recommend the

Haier.

12. AC segment: In AC segment LG got the highest recommendation 32 percent, Samsung

got 31 percent, Haier got 17 percent and Videocon got the 20 percent recommendation.

13. The analysis of the sales data reflects that the sale of Samsung is increasing year after

year in comparison to its competitors.

14. The ranking of the brands have the positive relation with design, price and others have

the negative correlation.

1.CONCLUSION

From the study we can conclude that consumer durables play a major role in the day to day life

of human beings . Consumer durables are has taken place as a necessity now a day’s one finds it

hard to survive without them .

The comfort alone should not be considered as the basis of measurement of the performance of

Consumer Durable industry, it should also include the Necessity Part. Samsung India electronics

one of the leading Consumer Durable provider should also concentrate on the research and

development in the country itself so as to fulfill the demands of the local residents in the desired

manner.

SUGGESTION:

The Companies should more concentrate on R&D rather than wasting their

money in various Sales promotional techniques.

Most of the people feel that advertisement is not up to the mark i.e. it does not

provide clear picture about the Product Being promoted and its schemes. So

proper measure should be taken to make the advertisement more informative and

creative.

Samsung India Electronics should also target the lower End markets where their

sale is very low due to the existence of the local players.

Samsung should make the market strategy keeping in mind both the lower-end as

well as the premium markets.

Samsung should also concentrate on the product category gap between the

branded and the local players to win the competition in the long run.

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