CHAPTER – 1

INTRODUCTION

INTRODUCTION TO LG Electronic India Pvt. Ltd.

1

• 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).

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.

2

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.

3

Chapter - 2

OBJECTIVES OF THE STUDY

4

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.

5

Chapter - 3

SCOPE & IMPORTANCE OF THE STUDY

SCOPE & IMPORTANCE OF THE STUDY

The electrical goods are those goods which already exist in the market.

6

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.

7

CHAPTER - 4

COMPANY PROFILE

Growth trend of LG Vision of the company Strategy of the company Milestones Awards

FINANCIAL PERFORMANCE DURING LAST

DECADE

8

Growth trend of LG

9

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.

“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

10

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

Market share of LG in India

11

VISION OF THE COMPANY

12

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.

LG BRAND

13

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.

Passion

14

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.

15

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.

16

MILESTONES

1958GoldStar (today’s LG Electronics) established

1959Korea’s first radio produced

1962Radio exported to the US and Hong Kong as Korea’s first

1965Korea’s first refrigerator produced

1966Korea’s first black & white TV produced

1968Korea’s first air conditioner produced

1969Korea’s first washing machine produced

1974GoldStar Communications went public

1977Color TV produced

1978Exports surpassed US$100 million, a first for Korea’s electronics industry

1980 First EU sales subsidiary in Germany (LGEWG) established

17

1982Color TV plant established in the US in Huntsville, Alabama

1984Sales surpassed 1 trillion Won

1986European-standard VCR plant established in Germany

1989Sales subsidiary and a joint production subsidiary established in Thailand

1990Ireland-based design technology center established

1993With the establishment of Huizhou subsidiary in China(LGEHZ), marketing in China took full

swing

1995Company 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

1998World’s first 60-inch Plasma TV developed 1999 LG.Philips LCD established

2000LG Information & Communications merged The world’s first Internet-enabled refrigerator

launched Global sales of refrigerators reached the number one position

2001Asynchronous 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

18

2002Under 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

2003World’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

2004EVSB, 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

2005The 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 jointventure for telecommunication network equipment Satellite-based DMB phone commercialized

The largest share seized in the global CDMA market

2006Launched 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 DiscPlayer& Drive

19

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

20

21

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: 20-JUL-07

LG Electronics completes a successful H1 2007

Achieves 20% average growth over H1sales turnover in 2006Succeeds 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 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

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”

• 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

AwardsAs 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

22

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: 20-JUL-07

LG Electronics completes a successful H1 2007

Achieves 20% average growth over H1sales turnover in 2006Succeeds 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 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

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

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

23

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

 

Chapter – 5

Product Profile

24

Mobile phone

PRODUCT LINE OF LG

Consumer Electronics

Home Appliances

Computer Products & Mobile Phones25

Consumer electronics Home appliances Computer product

Product Line:

Business Areas & Main Products

Category Main Products

26

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

Consumer Electronics

Plasma Display:

World’s first and largest 71-inch Plasma TV

27

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

LCD TV:

Pearl Black

Model: 47LB9

-Size: 47 (119 cms)

28

-MRP: Rs 150000

-Designer series

-10000:1 Dynamic Contrast Ratio

-TruM – 5 millisecond response time

-Spectabright – 600 cd/m2 brightness

-XD Engine

-Simplink

Color Television:

• Slimagic TV

• Flatron TV

DIGITAL AUDIO VIDEO

• 6.1 inch AV receiver

• Home Theatre System

29

• Music System• DVD Player

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

30

• Ductable Type AC• Cassatte Type AC• Multi V Plus (VRF)• MPS

• ECO

REFRIGER ATOR

• Side by Side Refrigerator• Frost Free Refrigerator• Direct Cool Refrigerator

WASHING MACHINE

• Dish Washer• Washer Dryer• Front Load Washing Machine• Top Load Washing Machine• Semi Automatic Washing Machine

MICROWAVE OVEN

• Solardom Microwave

31

• Convection Microwave

• Grill Microwave

• Solo Microwave

VACUUM CLEANER

• Vacuum Cleaner

Computer Products & Mobile phones

COMPUTER PRODUCTS

• Notebook PC• Desktop PC• Monitor• Optical Storage Device

• Laptops

32

• Tablet

MOBILE PHONE

• Viewty

• Shine

• Dynamite

• Pulse

• Bullet

33

Chapter - 6

RESEARCH METHODOLOGY

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.

34

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 :

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

35

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

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:

36

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.

Chapter – 737

DATA ANALYSIS AND INTERPRETATION

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

38

Total 100 100

95%

5%

Yes No

INTERPRETATION

From the survey it was found that 95% of homes are having television and 5% may go

for future purchase.

2. Classification as per company-wise ownership

Ques.No2: which brand of Television do you own?

Company No. Of Respondents Percentage

L G 44 44

ONIDA 19 19

VIDEOCON 15 15

Other 22 22

39

Total 100 100

44%

19%

15%

22%

Percentage

L GONIDAVIDECONOther

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.

3. Classification based on source of information for the purchase

Ques. No 3: From where did you get information about LG TV?

Source Of Information No. Of Respondents Percentage

ADVERTISEMENT 18 41

FRIENDS 11 25

RETAIL OUTLETS 12 27

OTHERS 3 7

TOTAL 44 100

40

41%

25%

27%

7%

Percentage

ADVERTISEMENTFRIEND’SRETAIL OUTLETSOTHERS

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.

4. Classification based on main reason for purchasing

Ques.No.4: Which factor affects you more for purchasing LG TV?

41

36%

25%

32%

7%

Percentage

QUALITYPRICEBRAND IMAGEOTHERS

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.

42

Reasons For Purchase No. Of Respondents Percentage

QUALITY 16 36

PRICE 11 25

BRAND IMAGE 14 32

OTHERS 03 7

TOTAL 44 100

5. Classification based on model-wise ownership

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

Ques.No.5: Which model of LG T.V do you own?

52%41%

4.5%2.5%

Percentage

L G FLATRONL G GOLDEN EYEL G LCD OTHERS

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.

6. Classification based on size ownership

43

Ques.No.6: Which size of LG T.V do you own?

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

25%

70.4%

4.5%

Percentage

15 INCH21 INCH29 INCHOTHERS

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.

7. Classification based on duration of usage

Ques.No.7: Since when you are using LG T.V?

44

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

25%

20.5%36.5%

18%

Percentage

LESS THAN 1 YEAR1-2 YEAR2-3 YEAR4 AND ABOVE

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.

Satisfaction No. Of Respondents Percentage

45

FULLY SATISFIED 14 32

SATISFIED 21 48

SOME WHAT SATISFIED 09 20

NOT SATISFIED AT ALL 00 00

TOTAL 44 100

8. Classification based on level of satisfaction

Ques.No.8: What is your level of satisfaction?

32%

48%

20%

Percentage

FULLY SATISFIED

SATISFIED

SOME WHAT SATISFIED

NOT SATISFIED AT ALL

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.

9. Classification based on occupation of respondent:

Ques.No.9: What is your occupation?

46

Occupation No. Of Respondents Percentage

PROFESSION 28 28

BUSINESS 20 20

HOUSEWIWES 39 39

OTHERS 13 13

TOTAL 100 100

28%

20%

39%

13%

percentage

PROFESSION BUSINESS HOUSEWIWES OTHERS

INTERPRETATION

From the above data 39% of user are housewives, 28% of user are professionals, and 20% of user are belong business.

10. Classification based on qualification of respondent:

Ques.No.10: What is your qualification?

Qualification No. Of Respondents Percentage

UP TO SSLC 31 31

47

GRADUATE 42 42

POST GRADUATE 09 9

OTHERS 18 18

TOTAL 100 100

31%42%

9% 18%

Percentage

UP TO SSLC GRADUATE POST GRADUATE OTHERS

INTERPRETATION

From the above data 42% of user are graduate 39%of user are up to SSLC and 9% user are post graduate.

11. Classification based on household monthly income of respondents

Ques.No.11: What is your household monthly income?

Household Income No. Of Respondents Percentage

UP TO 5000 23 23

7000-10000 35 35

48

10000-15000 28 28

15000 AND ABOVE 12 12

TOTAL 100 100

33%

43%

19%

5%

PercentageUP TO 5000 5000-10000 10000-15000 15000 AND ABOVE

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.

49

Chapter – 8

FINDINGS

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.

50

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.

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Chapter – 9

CONCLUSION

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.

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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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Chapter – 10

SUGGETIONS & RECOMMENDATIONS

SUGGESTIONS & RECOMMENDATIONS

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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.

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CHAPTER-11

LIMITATIONS

LIMITATIONS

The present study is subjected to following LIMITATIONS:-

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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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ANNEXURE:-

BIBLIOGRAPHY QUESTIONNAIRE

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BIBLIOGRAPHY

BIBLIOGRAPHY

TEXT BOOKS:-

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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

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QUESTIONNAIRE

QUESTIONNAIREMANISH KUMAR

BBA 4RD SEMESTER

SHREE SATYA COLLEGE OF HIGHER EDUCATION

MORADABAD

Dear sir/madam,

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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.103. From where did you get the information about LG T.V?

Advertisement Friend

Retail outlets Other (specify)……………

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)……………..

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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?………………………………………………………………………………………………………………………………………………………………………………………

Few personal questions:

11. Your occupation

Profession Business

Housewives Other (specify) ………………..

12. Education

Up to SSLC Graduate

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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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