consumer durables market in india with respect to samsung

8/11/2019 consumer durables market in india with respect to samsung

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A Study of Consumer Durable Market for Samsung Electronics

SAMSUNG ELECTRN!CS


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INDEX

Sl. No. Contents Page no.

1. Introduction 4

2. Industry Profle 6

3.CompanyProfle 8

4. Product Profle 16

5.Objectie o!"tudy 1#

6. $esearc% &et%odolo'y 2(

i. Primary data

ii. "econdary data

iii. "amplin'

i. "cope o! t%e study

. )imitations o! t%e study

#. *%eoretical +ac,'round o! t%e study 23

8. -ata nalysis 26

/. 0indin's 4(

1(.$ecommendations 41

11. Conclusion 42

12. nneure 43

13. +iblio'rap%y 48


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INTRODUCTION

+e!ore t%e liberaliation o! t%e Indian economy only a !e

companies li,e elinator odrej lyn and 7oltas ere t%e major

players in t%e consumer durables mar,et accountin' !or no less t%an

/( o! t%e mar,et. *%en a!ter t%e liberaliation !orei'n players li,e

) "ony "amsun' 9%irlpool -aeoo and ia came into t%e

picture.

*oday t%ese players control t%e major s%are o! t%e consumer

durables mar,et. Consumer durables mar,et is epected to 'ro at2(:3( in 2(13:2(14. It is 'roin' ery !ast because o! rise in liin'

standards easy access to consumer fnance and ide ran'e o!

c%oice as many !orei'n players ere enterin' in t%e mar,et it% t%e

increase in income leels easy aailability o! fnance increase in

consumer aareness and introduction o! ne models t%e demand

!or consumer durables %as increased si'nifcantly. Products li,e

as%in' mac%ines air conditioners microae oens teleisions

;*7< ere no lon'er considered luury items. =oeer t%ere ere

still ery !e players in cate'ories li,e acuum cleaners and

dis%as%ers Consumer durables sector is c%aracteried by t%e

emer'ence o! &>Cs ec%an'e o?ers discounts and intense

competition. *%e mar,et s%are o! &>Cs in consumer durables sector

is 65. &>C@s major tar'et is t%e 'roin' middle class o! India.

&>Cs o?er superior tec%nolo'y and serice to t%e Consumers

%ereas t%e Indian companies compete on t%e basis o! frm 'rasp o!

t%e local mar,et t%eir ell:ac,noled'ed brands and %old oer ide

distribution netor,. =oeer t%e penetration )eel o! t%e

consumer durables is still lo in India. Indian Consumer durables

mar,et used to be dominated by !e domestic players li,e odrej

7oltas and elinator. +ut post liberaliation many !orei'n companies%ae entered into Indian mar,et det%ronin' t%e Indian players and


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dominatin' Indian mar,et t%e major cate'ories bein' *7

$A0$I$*O$ &IC$O97A O7A> and 9"=I> &C=I>A".

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India bein' t%e second lar'est 'roin' economy it% %u'e

consumer class %as resulted in consumer durables as t%e !astest

'roin' industries in India. ) "&"B> t%e to orean companies

%ae been maintainin' t%e lead in t%e mar,et it% ) bein' leader

in almost all t%e cate'ories.

*%e rural mar,et is 'roin' !aster t%an t%e urban mar,et alt%ou'%

t%e penetration leel is muc% loer .*%e *7 se'ment is epected to

t%e lar'est contributin' se'ment to t%e oerall 'rot% o! t%e

industry. *%e risin' income leels double:income !amilies and

consumer aareness ere t%e main 'rot% driers o! t%e industries.


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INDUSTRY PROFILE

*%e Consumer -urables industry consists o! durable 'oods andappliances !or domestic use suc% as teleisions re!ri'erators air

conditioners and as%in':mac%ines. Instruments suc% as cell p%ones

and ,itc%en appliances li,e microae oens ere also included in

t%is cate'ory. *%e sector %as been itnessin' si'nifcant 'rot% in

recent years %elped by seeral driers suc% as t%e emer'in' retail

boom real estate and %ousin' demand 'reater disposable income

and an oerall increase in t%e leel o! auence o! a si'nifcant

section o! t%e population. *%e industry is represented by major

international and local players suc% as +P) 7ideocon 7oltas +lue

"tar Onida ;&I$C Alectronics


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Companies li,e ) 9%irlpool and "amsun' %ae re'istered double:

di'it 'rot% in t%e direct cool re!ri'erator mar,et.

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In t%e case o! as%in' mac%ines t%e semi:automatic cate'ory it% a

%i'%er base and !ully:automatic cate'ories %ae 'ron by 4 per cent

to 626((( units and by 8 per cent to 31/((( units respectiely. In

t%e air:conditioners se'ment t%e sales o! indo Cs %ae 'ron by

32 per cent and t%at o! split Cs by /# per cent.

"ince t%e penetration in t%e urban areas !or t%ese products is

already Fuite %i'% t%e mar,ets !or bot% *7 and re!ri'erators ere

s%i!tin' to t%e semi:urban and rural areas. *%e 'rot% across product

cate'ories in di?erent se'ments is assessed in t%e !olloin'

sections.

Consu$er Ele%troni%s

*%e *7 production as 16.(2 million units in 2(12:13 and is

epected to 'ro by at least 2# per cent. t t%e disa''re'ated leel

conentional *7 olumes %ae been !allin' %ile Gat *7s %ae 'ron

stron'ly. &ar,et sources indicate t%at most *7 majors %ae p%ased

out conentional *7s and %ae been instead !ocusin' more on Gat

*7s. *%e Gat se'ment o! *7s no accounts !or oer 6( per cent o!

t%e total domestic *7 production and is li,ely to be around #( per

cent in 2(13:14. =i'%:end products suc% as liFuid crystal display

;)C-< and )A- *7 're by 4(( per cent and 2(( percent

respectiely.


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CO&P'NY PROFILE

S'&SUN! ( INTRODUCTION

)*ision +,+,-

"amsun' Alectronics@ ision !or t%e ne decade is HInsire t#e

/orld Createt#e Future.H

*%is ne ision reGects "amsun'

Alectronics commitment to inspirin'

its communities by leera'in'

"amsun'@s t%ree ,ey stren't%sD

J>e *ec%nolo'yK JInnoatie ProductsK and JCreatie "olutions.K

:: nd to promotin' ne alue !or "amsun'@s core netor,s ::

Industry Partners and Amployees. *%rou'% t%ese e?orts "amsun'%opes to contribute to a better orld and a ric%er eperience !or all.

)&ission-

Aeryt%in' done at "amsun' is 'uided by t%eir missionD to be t%e

best Jdi'ital:CompanyK.


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"amsun' 're into a 'lobal corporation by !acin' c%allen'es directly.

In t%e years a%ead our dedicated people ill continue to embrace

many c%allen'es and come up it% creatie ideas to deelop

products and serices t%at lead in t%eir mar,ets. *%eir in'enuity ill

continue to c%art "amsun's course as a proftable responsible

'lobal corporation.


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S'&SUN! 0ISTORY

+,12

"amsun' Alectronics launc%ed alay "4 in t%e oreanmar,et and 'lobal mar,ets

"amsun' Alectronics be'an mass producin' t%e orlds frst2( nanometre 4b ultra %i'%:speed mobile -$&

"amsun' Alectronics uneiled alay "4 in t%e B" "amsun' +ioepis entered into t%e deelopment and

mar,etin' partners%ip it% &erc, o! t%e B" "amsun' recorded t%e accumulated 'lobal s%ipment olume

o! (.1 billion units it% alay " smart p%one series

+,11

$eceied Innoation aards at Consumer Alectronics "%o

;CA" 2(11< !or 3# products

+,1,

alay " leadin' android p%one

"ales o! t%e alay " topped 1( million units just seenmont%s a!ter its launc% in Lune 2(1(

+,,3 >o.1 orldide mar,et s%are position !or *7s ac%ieed !or

t%e seent% Fuarter in a ro

-eeloped t%e orld@s frst 3(nm:class 64b >>-

0las%M memory

+lac, Lac, bestoed t%e +est "mart P%one aard at C*Iin t%e B.".

ttained >o.1 orldide mar,et s%are position !or )C- !or

t%e sit% year in a ro

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+,,4

-eeloped t%e orld@s frst real double:sided )C-

-eeloped t%e orlds@ frst 5(nm 1 -$&

Bneiled 1(& piel camera p%one

)aunc%ed H"tealt% 7acuumH a acuum cleaner it% t%e

orld@s loest leel o! noises

)aunc%ed t%e orlds@ frst +lu:$ay -isc Player

-eeloped 1.#2H"uper:$eGectie )C- "creen

+,,5

arded "amsun' as t%e +est $etailer o! t%e year 2((5 in

t%e consumer -urables cate'ory.

&r. ". =. O% appointed as t%e President and C%ie!

Aecutie ONcer o! "amsun' "out% 9est sia.

+,,6

$eceied t%e olden Peacoc, "pecial commendation

Certifcate !or Corporate "ocial $esponsibility.

India made re'ional %eadFuarters !or "amsun' "out%estsia.

&r. . ". im appointed as t%e 0irst President and C%ie!

Aecutie ONcer o! "amsun' "out% 9est sia.

+,,2 Inau'urated "amsun'@s ne =i'%:*ec% adanced

$e!ri'erator !acility.

Commencement o! production at re!ri'erator !acility in>oida.

&er'er o! "IA) it% "AII*.

"o!tare tec%nolo'y par, set up at >oida


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+,,+

Construction commences !or 5(((((( re!ri'erator plantin >oida

"amsun' uneils ne tec%nolo'y !or Consumer =ome

Antertainment ;->IeMoida manu!acturin' comple.

"amsun' India currently employs oer 16(( employees it% around

18 o! its employees or,in' in $esearc% -eelopment.

S'&SUN! !LO8'L

T#e DN' o9 Digital Inno:ation

"amsun' Alectronics is a 'lobal leader in semiconductors

telecommunications di'ital media and di'ital coner'ence

tec%nolo'ies it% 2((4 parent company sales o! B"E55.2+n and net

income o! B"E1(.3+n. Amployin' appro. 113((( people in oer /(

oNces in 48 countries t%e company %as o! 5 main business unitsD

-i'ital ppliance +usiness -i'ital &edia +usiness )C- +usiness

"emiconductor +usiness and *elecommunication >etor, +usiness.

$eco'nied as one o! t%e !astest 'roin' 'lobal brands "amsun'Alectronics Corporation is t%e orlds lar'est producer o! Colour

&onitors *7s &emory C%ips and *0*

)C-s.


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Custo$ized rodu%ts 9or Indian Consu$ers

"amsun' understands t%e local cultural sensibilities to

customie its products accordin' to t%e Indian mar,et. It %as

set up a Jusability labK at t%e Indian Institute o! *ec%nolo'y in

>e -el%i to customie "amsun' products to meet t%e specifc

needs o! Indian consumers. *%is industry:institute partners%ip

is %elpin' "amsun' to study and analye consumer response in

aspects o! product desi'n includin' aest%etics er'onomics

and inter!ace.

*%rou'% its researc% done on consumer pre!erences in India

"amsun' %as concluded t%at Indian consumers ant more

sound oriented products. *%us t%e "amsun' teleisions !or

India %ae a %i'%er sound capacity t%an t%eir !orei'n

counterparts.

0or t%e semi:automatic se'ment o! "amsun' as%in'

mac%ines "amsun' %as introduced !or t%e frst time in India a

!eature called "uper -ry. It is present in t%ree o! "amsun's

semi automatic models and dries t%e clot%es better t%an t%e

rest.

"amsun' as%in' mac%ines %ae an additional menu t%at

ta,es care o! t%e local Indian ardrobes. *%ey also %ae a

memory re:start t%at ta,es care o! t%e !reFuent poer !ailures

in India.


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PRODUCTPROFILE


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O8;ECTI*ES OF T0E PRO;ECT

*o fnd number o! brands o! consumer durable in Arna,ulamdistrict.

*o study brand pre!erence o! consumer !or consumer durable'oods.

*o fnd most important parameter !or selection o! brand o! )C-

*7 $e!ri'erators 9as%in' mac%ine -7- &icroae oen.

*o study proft mar'in o! major brands in consumer durable.


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Resear%# &et#odology procedures to be used !or t%e study amon'

retailersQdealer and. =oeer it as eclusiely personal interie.

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Data Colle%tion&C=I>A

INTERPRET'TION is on

3rd

it% 18.


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&ost i$ortant ara$eter 9or $ore sale o9 T*

Ta?le No.6

Sr. No.

REASONS FOR MORE

SALES

NO. OF

RESPONDENTS

PERCENTAG

E

1 Price 28 28

2 Ruality 3( 3(

3 "erice 1# 1#

4 dertisement 15 15

5 "c%emes 1( 1(

*O*) 1(( 1(("ourceD : "urey

!ra# No.6

NO. OF RESPONDENTS

Price Ruality "ericedertisement

"c%emes

1(

15

1#

28

3(

INTERPRET'TION 18 18

3 9=I$)POO) 16 16

4 7I-AOCO> 13 13

5 "O>T 11 11

6 O-$AL / /

# P=I)IP" # #

8 A>"*$ 5 5

*O*) 1(( 1(("ourceD :"urey

!ra# No.12

0ig# Prota?le 8rand25

2(

15

1(

5

(

) "&B> 9=I$)POO) 7I-AOCO> "O>T O-$AL P=I)IP"

A>"*$

INTERPRET'TION 15

4 -7A$*I"&A>* * $B$) $A 13

5 I&P$O7A RB)I*T 1(6 $AB)$ "C=A&A" /

*O*) 1((

"ourceD :"urey

!ra# No.16

35

3(

25

2(

15

1(

5

(

0"* >- $A-BCAP$ICA" I>C$A"A

-7A$*I"&A>* I&P$O7A $AB)$

$AB)$ -A)A$* $B$)$A RB)I*T "C=A&A"

0*A$")A" &$I>

"A$7ICA

INTERPRET'TION !or increase t%e

sales.

!ter t%at Prices o! t%e product s%ould be economic. -ealer &ar'in


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s%ould increase !or motiation o! dealers.

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FINDIN!

9e came to ,no %ile isitin' t%e s%op most o! t%e dealers sold

entire consumer durable product includin' *7 $e!ri'erator 9as%in'

&ac%ine -7- &icroae oen.

9e ,no t%at durin' t%e surey in consumer durable industry in

Arna,ulam district ) is leadin' in 9as%in' &ac%ine $e!ri'erator.

"tudy s%os t%at Fuality is most important parameter !or more sales

o! teleision and only t%en price is considered by consumers.

"tudy s%os t%at Fuality o! t%e product is most important

parameter !or $e!ri'erator only t%en price is considered by

consumers.

9%ile isitin' t%e s%op e came to ,no t%at Fuality is most

important parameter %ic% is a?ect on more sales o! 9as%in'

&ac%ine.

ccordin' to "urey P%ilips is most popular brand !or -7-

"amsun' is t%e popular brand !or *eleision.

9e came to ,no t%at %ile isitin' t%e s%op enstar is most

pre!erable brand !or &icroae oen because o! t%eir Fuality.

9%ile isitin' t%e s%op e ,no t%at ) is 'ies %i'% proft mar'in

as compare to ot%er competitors.

9%ile isitin' t%e s%op dealers su''ested t%at a!ter sales serice is

most important !actor %ic% contributes toards t%e sales o!

Consumer durables.

ll t%e dealers ere not satisfed it% t%e proft mar'in.

"&"B> product is costly as compare to ) and 7I-AOCO>.

&aimum rural area is coered by 7I-AOCO> because o! t%eir lo

price products.

9e came to ,no %ile isitin' t%e s%ops t%at t%ere as bi' problem

o! a!ter sales serice.

&any dealers ere !acin' t%e problem o! a!ter sale serice because

t%ere is no !ollo up calls !rom "&"B>.

-emo calls also not done properly.


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) and 7ideocon is t%e main competitor o! "&"B>.

dertisin' o! "&"B> *7 is more e?ectie as compared to t%ecompetitors.

"ales promotion sc%eme ere suNcient.

SU!!ESTIONS RECO&END'TION

Company s%ould improe t%e a!ter sales serice o! products as it is

t%e main !actor !or t%e sales o! consumer products.

I! t%e "&"B> )td. reduces t%eir product price li,e ) and

7I-AOCO> t%en "&"B> ill ta,e oer t%e ) in all cate'ories.

Company s%ould distribute 'i!t items !or ma,in' brand popularamon' people.

Company s%ould introduce lo price and lo poer consumption

$e!ri'erator !or acFuirin' t%e middle income 'roup.

-ealer desire more adertisement to be done t%rou'% local

nespaper and cable *7 ads. *o ma,e consumers aare about t%e

product.

Prompt o! serice in time.

dertisements o! t%e companys products s%ould !ocus on Fuality

rat%er t%an price.

Company s%ould tar'et upper middle class or premium classcustomers.

Company s%ould introduce lo cost products to satis!y t%e needs o!

lo or middle class.

-emo calls as ell as !ollo up =elp Company to maintain customer

relations%ip and %ence t%e company s%ould !ocus on t%ese aspects.

"&"B> ltd. s%ould concentrate on a!ter sales serice.

"&"B> ltd. s%ould try to trap t%e rural mar,et.


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CONCLUSION

9it% respect to t%e aboe study and t%e fndin's t%ereby t%e

company %as defnitely entrenc%ed into t%e urban mar,et.

9it% !e more concerted e?orts t%e said or'aniation needs to

enter t%e rural mar,et in order to completely establis% itsel! all

oer.


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'NNEXURE

'G. HUESTIONN'IRE $ ) $ 7I-AOCO> $ O>I- $ ">"BI


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6G /#at is t#e i$ortant ara$eter 9or $ore sales o9Tele:ision ?rand

$ Price $ Ruality $ "erices $ dertisement $ "c%emes

5G /#i%# is $aBor ?rand o9 Re9rigerator you sell 9ro$ yours#o

$ O-$AL $ 9=I$)POO) $ A>"*$$

)$

"&"B> $ 7I-AOCO> $ A)7I>*O$

4G /#at is t#e i$ortant ara$eter 9or $ore sales o9Re9rigerator ?rand


3G /#i%# is $aBor ?rand o9 /as#ing &a%#ine you sell 9ro$ your

s#o

$ I0+ $ 9=I$)POO) $ A>"*$ $ )

$ "&"B> $ 7I-AOCO> $ A)7I>*O$$

O-$AL

8< /#at is t#e i$ortant ara$eter 9or $ore sales o9 /as#ing

&a%#ine ?rand


7G /#i%# is $aBor ?rand o9 D*D you sell 9ro$ your s#o

$ "&"B> $ ) $ 7I-AOCO>$

O>I-

$ ">"BI $ P=I)IP" $ I>*AU $"O>T


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1,G /#at is t#e i$ortant ara$eter 9or $ore sales o9D*D ?rand


11G /#i%# is $aBor ?rand o9 &i%ro"a:e you sell 9ro$ yours#o

$"&"B> $ ) $ 7I-AOCO>$

A>"*$

$ O-$AL $ P=I)IP" $ +LL $"O>T

1+G /#at is t#e i$ortant ara$eter 9or $ore sales o9

&i%ro"a:e ?rand


12G /#i%# %o$anyAs rodu%t you gi:e #ig# rot $argin

$ "&"B> $ ) $ 7I-AOCO> $ "O>T

$ 9=I$)POO) $ O-$AL $ P=I)IP"$

A>"*$

16G /#at are your suggestions 9or S'&SUN! to in%reaset#e sales


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8G. LIST OF DE'LERS" O"*I> +A> (4#4 2#4#/53

2 ))I>CA =O&A PP)I>CA" T. L)AA) (4#6 2(811#8

3 &+I)T A>*A$P$I"A" *=B)"I-=$> (4#6 2851(16

4 &+I)T A>*A$P$I"A" P$">>>(4#6

3(/(56#

5 &$ PP)I>CA" $"=AA- (4#5 235(425

6 >>- A)AC*$O>IC" >>- (4#6 28321(1

7 >>- $-IO" $7AA>-$> (4#4 2#1(214

8 >CT A)AC*$O>IC" +-B)$"=AA- (4#6 2831#14

9 >LB A)AC*$O>IC" 7I"9> (4#5:2465(/#

10 >LB" =O&A PP)I>CA" $I"=>> (4#6 28526#

11 >B A>CIA" +=B)AT> (4#4 24246(#

12 $C=> *$-A$" $I"=>B&$ (4#6 262(#42

13 B-IO*$C "B-$">> (4#4 252213(

14 +AA)I>A =O&A PP)I>CA" "=L=> (4#4 25/1288

15 C=A$IT>" P * C=A$IT> (4#5 22#22#4

16 C=I$TI) A>CIA" &B=&&A- >9$ (4#4 253#555

17 C=I$TI) A>*A$P$I"A" . &>B)) (4#4 25#3266

18 C=OICA A>CIA" &BLAA+.& (4#5 232386#

19 -$"> *$-A$" -.7 "*=AA"> (4#6 262#823

20 A)AC*$O 7I"IO> =O&A PP)I>CA" LT> (4#4 2524324

21 A)I*A =O&A PP)I>CA" *=>) B>LB (4#6 26212#2

22 )UT =O&A PP)I>CA" $=I& (4#4 25#3#24

23 A&I>I *$-A$" "B>>T L&A" (4#6 262(536

24 $>- &"*A$ $=B. (4#6 2622345

25 $I="$AA =O&A PP)I>CA" CO:+:O&:B**> (4#5 2226212

26 $I=)"=&I =O&A PP)I>CA" CO:OP: +> ; $ALI< (4#4 2423424

27 =O&A P)V =O&A PP)I>CA" P$">>> (4#5 2328/65

28 LCO+CO&P>T *O>T LCO+ (4#4 245232#

29 I$)I =O&A PP)I>CA" &>IB**> (4#4 2466631

30 )AA) =O&A PP)I>CA" $*=AA"= (4#4 325(236

31 ))B&) +$O*=A$" $OT PPPC=> (4#5 22#4288

32 TPAA" ++BB**> (4#5 22233(2

33 I$> =O&A PP)I>CA" )BCO"A (4#4 253(#8(

34 > A>CIA" &*=A9 (4#6 23456#8

35 P A)AC*$O>IC" B&$ (4#5 2318328

36 B&$ =O&A PP)I>CA" P " P$&O-(4#4

3(/1###

37 )7>T P$-7B "B-=AA"= B&$ (4#6 286265/

38 &$B*=I A)AC*$O>IC" AO$A (4#4:2415411

39 &" A>*A$P$I"A" A)AC*$O>IC" &. "*=$ (4#4 25#6/(5

40 &UCA) A>CIA" OP)$I"=>> (4#4:2#45#55

41 &A$)IO> =O&A PP)I>CA" "=ILB /44#(564(1

42 O&> A)AC*$O>IC" LTB&$ (4#4 24561##

46


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43

P.L A)AC*$O>IC" =O&APP)I>CA" C.PB"=P$L (4#5 22/3164

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