Embed Size (px)
DESCRIPTION
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.
51
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.
52
Complex buying behavior is involved in purchase and aware of significant,
difference among brands. LG has able to craft out in ten years a premium brand positioning in
the Indian market and is today most preferred brand in the segment.
2006 has been landmark year for LG as the company achieved a monumental target of
Rs 830 crores and reiterates its leadership in the Indian consumer durable industry.
53
Chapter – 10
SUGGETIONS & RECOMMENDATIONS
SUGGESTIONS & RECOMMENDATIONS
54
LG electronics is perusing the vision of becoming a true global digital leader to achieve
this. They need to improve quality of the product.
Survey conducted by me the customer was not satisfied by quality of color in the
television contrast and sound system.
The customers are not satisfied by the after sales service provided by the company due to the
delay in the after sales services provided by company.
55
CHAPTER-11
LIMITATIONS
LIMITATIONS
The present study is subjected to following LIMITATIONS:-
56
1. Times was the major limiting factor as the time allotted to conduct survey was not enough.
2. Some respondent were irresponsive.3. The research is directly concerned with the study of consumer behavior and achieving
absolute mathematical accuracy was not possible.4. Method of data collection was through personal and therefore bias becomes a major
limitation.
5. Due to the time constraints all the customers were not covered.
6. The sample was restricted to 300 customers, which may restrict the scope and completion of study.
7. The scope of study is restricted only to the twin cities of Moradabad.
8. Owing to their pre occupation some customers were unable to answer the complete questionnaire.
57
ANNEXURE:-
BIBLIOGRAPHY QUESTIONNAIRE
58
BIBLIOGRAPHY
BIBLIOGRAPHY
TEXT BOOKS:-
59
Principles of Marketing – Philip Kotler and Gery Armstrong
Marketing Research – D.D. Sharma
Marketing Research – Green & Tull
NEWSPAPERS & MAGAZINE:-
Economic Times Newspaper
Business Line Newspaper
Business world
Business today
LG magazine
WEBSITES:-
www.1gindia.com
www.LG.com
www.google.co.in
60
QUESTIONNAIRE
QUESTIONNAIREMANISH KUMAR
BBA 4RD SEMESTER
SHREE SATYA COLLEGE OF HIGHER EDUCATION
MORADABAD
Dear sir/madam,
61
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)……………..
62
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
63
Post graduate Other (specify)………………….
13. House hold monthly income
Up to 5000 5000-10000
10000-15000 15000 and above
THANK YOU!!!
.
64
