consumer behaviour towards lg television-05!06!2014

8/9/2019 Consumer Behaviour Towards LG Television-05!06!2014

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CHAPTER 1

INTRODUCTION

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INTRODUCTION TO LG Electronic India Pvt. Ltd.

Established In:May 1997

Managing Director:Mr. Moon B. Shin

Corporate Office:Plot no 51, Udyog Vihar, Surajpur Kasna Road, Gratr !oida "UP#

Manufacturing Units: Gratr !oida "U.P.# $ Pun "Maharashtra#

Corporate Website: http%&&'''.lgindia.(o)

LG Electronics India Pvt. Ltd. Is established in 1997and it is wholly owned subsidiary of LG

Electronics, o!t" #orea. In India for a decade now, LGis the maret leader in consumer

durables and recogni!ed as a leading technology inno"ator in the information technology and

mobile communications business# LG is the acnowledged trendsetter for the consumer durable

industry in India with the fastest e"er nationwide reach, latest global technology and product

inno"ation#

One of the most formidable brands, LGEIL has an impressi"e portfolio of Consumer

Electronics, $ome %ppliances, &'M mobile phones and I( products#

LG Electronics India Pvt. Ltd#, a wholly owned subsidiary of LG Electronics, o!t" #oreawas established in $an!ar%, 1997after clearance from the )oreign In"estment *romotion +oard

)I*+-#

(he trend of beating industry norms started with the fastest e"er.nationwide launch by LGin a

period of / and 012 months with the commencement of operations in May 1997#

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http://www.lgindia.com/http://www.lgindia.com/


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LGset up a state.of.the art manufacturing facility at &reater 3oida, near Delhi, in 199&, with an

in"estment of 4s '(( Crores# (his facility manufactured Color Televisions, Washing Machines,

%ir.Conditioners and Microwa"e O"ens#

During the year )((1, LG also commenced the home production for its eco.friendly

4efrigerators and established its assembly line for its *C Monitors at its &reater 3oida

manufacturing unit# (he beginning of )((*saw the roll out of the first locally manufactured

Direct Cool 4efrigerator from the plant at &reater 3oida#

In )((+, LGEILalso up its second &reenfield manufacturing unit in *une, Maharashtra that

commences operations in October 255/# Co"ering o"er 65 acres, the facility manufactures LCD

T,&'M *hones, Color Televisions,%ir Conditioners, 4efrigerators, Microwa"e O"ens Color

Monitors#

+oth the Indian manufacturing units has been designed with the latest technologies at par

with international standards at 'outh 7orea and are one of the most Eco.friendly units amongst

all LGmanufacturing plants in the world#

LGhas been able to craft out in ten years, a premium brand positioning in the Indian

maret and is today the most preferred brand in the segment #

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Chapter - 2OBJECTIVES OF THE STUDY

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O-$ECTIE O T/E TUD0

(he primary ob8ecti"e of the study is to nown about the consumer beha"ior towards the

purchase of 9& tele"ision# (o now the popularity of 9& tele"ision in Moradabad city#

(o now the maret share of 9& tele"ision in Moradabad city#

(o now the satisfaction le"el of current user of 9& tele"ision#

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Chapter - 3

SCOPE & IMPORTANCE OF THE STUDY

COPE I2PORT3NCE O T/E TUD0

(he electrical goods are those goods which already eist in the maret#

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+ecause without it, it is not possible that anybody can sur"i"e with his1her life# We define scope

of Moradabad region# 'cope is a "ery broad term# (he customers purchase the electrical

appliances through maret, ehibition, and showroom for fulfillment of needs#

(his report analy!es the marets for Electric $ousehold %ppliances in (housand Units by the

following 'egments:.Ma8or Electric $ousehold

%ppliances Compactors, Dishwashers, Disposers, Dryers, )ree!ers, Microwa"e O"ens, 4ange

$oods, Electric 4anges, 4efrigerator, ;acuum Cleaners, Washing Machines, Water $eater

Electric-, 4oom %Cs, < Other Ma8or Electric $ousehold %ppliances-, and 'mall Electric

$ousehold#

%ppliances +lenders, +read Maers, +roilers, Can Openers electric-, Coffee Maers,

Electric 7ni"es, )ood Choppers, )ood *rocessors, Irons, Miers, (oaster O"ens, (oasters,

Waffle Irons, < Miscellaneous 'mall Electric $ousehold %ppliances-# (he report pro"ides

separate comprehensi"e analytics for the Moradabad#

(his report is prepared in Moradabad region with the help of owner and customer#

It defines the mareting strategy product, price, place, promotion- of 9

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CHAPTER - 4

COMPANY PROFIE

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

IN3NCI3L PEROR23NCE DURING L3T

DEC3DE

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Gro4t" trend o5 LG

$yderabad, =une 2> )or 'outh 7orean consumer electronics ma8or 9& Electronics, India could graph the highest growth rate in

terms of sales compared with its other marets in the last fi"e months, beating global trends of slacened consumer spending due

to recessionary fears#

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9& Electronics India 9td 9&EI9- cloced a growth rate of 0? per cent in the last fi"e months compared with the corresponding

period of 255?, mostly dri"en by increase in sale of products in the refrigeration and %C segments, according to Mr Moon +#

'hin, Managing Director# @We are now aiming at a 26 per cent growth in our turno"er for 255A to touch about 4s 0>,555 crore#

9ast year 255?-, we had achie"ed a turno"er of 4s 05,B>5 crore, he told presspersons on the sidelines of the launch of a new

9& 'hoppe here recently#

(he company is poised to roll out new models in 9CD and &'M handset categories in the net three to si months in the

domestic maret#

LG India sales reven!e !6 '( t"is 5estive season

3ew Delhi, 3o"# Durables company 9& Electronics said it had posted a record sales re"enue of 4s 2,6>6 crores for

'eptember.October, an increase of 65 per cent compared with sales re"enue for the corresponding period a year.ago#

(his festi"al season 9& Electronics recorded a /A per cent growth in its home appliance business, ? per cent in refrigerators, 5

per cent growth in washing machines and o"er /0 per cent in microwa"e o"ens#

(he season also saw phenomenal sales, especially in the display category, which includes con"entional C4( (; and flat panel

displays *D*s, 9CDs and flat screen (;s-# 9&s contribution in consumer electronics category this festi"e season alone has seen

a growth of >A per cent o"er the corresponding period last year#

@(he festi"e season has seen 9& Electronics continue to generate significant growth with a portfolio of products spread across

the widest "ariety of price points in the companys history#

@We ha"e introduced high.end products that not only pro"ide the right technology but also suit the new age lifestyles of Indian

consumer, this also confirms consumers shifting preferences towards eercising affirmati"e choice to buy high Fuality reliable

products rather than bargain hunting, said Mr Moon +# 'hin, Managing Director, 9&EI9

2a8or ar:et 6la%ers

as!n; 4"irl6ool on% P"ili6s Onida oltas

:enstar

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2ar:et s"are o5 LG in India

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IION O T/E CO2P3N0

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LGElectronics visionfor the 20stcentury is to become a true global digital leader through

fast growth and fast inno"ation and to be nown as a company who can mae its worldwide

customers happy through its inno"ati"e digital products and ser"ices# LGElectronics has set its

mid.term and long.term goal to ran among the top > electronics, information, and

telecommunication firms in the world by)(1(# We aim to utili!e our core capabilities of product

leadership, maret leadership and people leadership and enhance our corporate culture of team

wor and fun worplace to achie"e our mission of becoming , that is, double our sales

"olume and profit by year 2505#

LG -R3ND

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T"e val!es


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9& stri"es to enhance the customers life and lifestyle- with intelligent features, intuiti"e

functionality, and eceptional performance# Choosing LG is a form of self.epression and

self.satisfaction# Our customer will tae pride in owning the ama!ing and tae comfort in

nowing he1she made a smart, informed decision#

+rand *latform

(he 9& brand comprises four basic elements: ;alues, Inno"ation, *eople, and *assion .

@Life$s Good% &epresents LG's (etermination to )ro*ide

(elightf+lly Smart )rod+cts ,hat -ill Ma.e /o+r Life Good0

TR3TEG0 O T/E CO2P3N0

LG Electronics is pursuing the "ision of becoming a true ;lo=al di;ital leader, attracting

customers worldwide through its inno"ati"e products and design# (he co6an%?s ;oalis to ran

among the to6 *consumer electronics and telecommunications companies in the world by )(1(.

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(o achie"e this, we ha"e embraced the idea of recogni!ing

that only great people can create a great company#

2ILETONE

1"5!

&old'tar todays LGElectronics- established

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1"5"7oreas first radio produced

1"62

4adio eported to the U' and $ong 7ong as 7oreas first

1"657oreas first refrigerator produced

1"667oreas 5irst =lac: 4"ite Tproduced

1"6!

7oreas first air conditioner produced

19@97oreas first washing machine produced

197+&old'tar Communications went public

1977Color Tproduced

197&Eports surpassed UA1(( illion,a first for 7oreas electronics industry

19&( irst sales s+sidiary in Germany LG-G estalished

19&)Color Tplant established in the U' in $unts"ille, %labama

19&+'ales surpassed 1 trillionWon

19&@

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European.standard CR 6lantestablished in &ermany

19&9'ales subsidiary and a 8oint production subsidiary established in (hailand

199(Ireland.based design technology center established

199*

With the establishment of $ui!hou subsidiary in ChinaBLGEHZ, mareting in China too full

swing

199'

Company name changed to LGElectronics and U'.based Genith acFuired

1997+(inc" Plasa Tand the worlds first IC set for D(;s de"eloped India production subsidiary

BLGEIL established

199&Worlds first @(inc" Plasa Tde"eloped 0AAA LG#P"ili6s LCDestablished

)(((LG Information < Communications merged (he worlds first Internet.enabled refrigerator

launched &lobal sales of refrigerators reached the n!=er one 6osition

)((1%synchronous IM(.2555 eFuipment commerciali!ed the worlds first Internet enabled washing

machine, air conditioner, and microwa"e o"en launched LG#P"ili6s Dis6la%s,a 8oint "enture

with *hilips established

)(()

Under the LG $olding Company system, the Company spun off to LGElectronics LGE- 5 frames1sec and much more

(ate < 128L#7

LG la+nches =ndia$s first >l+etooth enaled car a+dio system

H Enables user to share audio files from laptops and mobiles

H )irst car audio e"er which can double up as a hands.free de"ice for cell phones

H 'tylishly built and eFuipped with *D dis6la% LCD screen

Date )($UL(7

LG lectronics completes a s+ccessf+l ?1 2##7

%chie"es )(a"erage growth o"er $0sales turno"er in )((@

'ucceeds in further building India as an eport hub with '(growth o"er last year

Date *(3UG)((7

LG set to da@@le =ndia with AShine%

H 9aunches Indias first full metal.bodied phone from the premium +lac 9abel series of

mobile phones

H (arget to be amongst the top > players in the premium handsets category in India

H (argets growth of 1'( by first Fuarter of 255?

(ate< #4S)2##7

LG lectronics la+nches the Bew Slim ,V>LC; =&=S

H *(slimmer in "olume < *9( in depth compared to other Noral lat Tpicture tubes

H 3ew $ot < Cold finish offers high Fuality glossy and durable finish#

(ate< 1!S)2##7

LG n*eils =ndia$s first e*er (igital S> )l+s ,V : technological

Mar*el

H Enables users to en8oy digital music, photos and mo"ies directly from other digital de"ices, such as

2!ltiedia cards, U- t"!= drive,2P* 6la%er, PCs, iPod, Caeras, /and% cas etc

H (argets to further consolidate its maret leadership in the CTsegment by aiming for *(by

)((7year end

Date (9OCT)((7

LG n*eils )earl >lac. LC( series in the =ndian Mar.et

(at

e

< 178L#7

LG presents techno*ation at its est

H %nnounces 3oteboo +usiness as one of the growth engines for LGIndia

HLG$sI( Di"ision plans to grow by *(in "olume terms and )(in re"enue terms forJear )((7

H *ioneers glass. free >D "iewing in India with the launch of Indias first *D LCDonitor

H 9aunches Indias first 3oteboo with %uiliary Display and the path breaing


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H %"ailable in *)>, and +)>wide si!es

H +rings together an eceptional combination of design and technology

H (argets *(maret share in the PDsegment by )((7year end

H %ims to sell '(((units by year end

Date 24DC,#7

LG lectronics >ags prestigio+s SC ward for 9port 9cellence in2##5#6

H Wins award for ecellence in Eports of Electronic $ardware for 2556.255

H (argets eports of UD )'( 2nfor calendar year )((7.

Date 24(C#7

H9aunches its first 6 mega piel camera phone

H;iewty boasts se"eral F4orld 5irst?features such as fastest recording speed and optimum

functionality

H(argets growth of )((by )((&

34ards

%s 9& is declared one of the most awarded brand by all# +e it the critic, the maret or by

you# %t 9& we belie"e each one of these awards truly belongs to you as they are reflection of

your trust < satisfaction, not to mention our stringent Fuality control < process lie sigma togi"e you the best of the products that meets global standards# )or us what matters most is you of users go because of Fuality, 26 user because of price and >2 of user

because of brand image# Most of user buy 9& (; because of Fuality and brand image#

'. Classi5ication =ased on odel4ise o4ners"i6

ues#3o#6: Which model of LG(#; do you ownN

37

Reasons or P!rc"ase No. O5 Res6ondents Percenta;e

U%9I(J 0 >

*4ICE 00 26

+4%3D IM%&E 0/ >2

O($E4' 5> B

TOT3L ++ 1((

2odel No. O5 Res6ondents Percenta;e

9 & )9%(4O3 2> 62

9 & &O9DE3 EJE 0? /0

9 & 9CD 52 /#6

O($E4' 50 2#6

TOT3L ++ 1((


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INTERPRET3TION

)rom the abo"e data more than 65 of user is ha"ing 9& )latron, /0 of user are ha"ing 9& golden eye,

/#6 of user are ha"ing is 9& 9CD# More users are going for 9& )latron and 9& golden eye because of

economic range#

@. Classi5ication =ased on siHe o4ners"i6

ues#3o#: Which si!e of LG (#; do you ownN

INTERPRET3TION

)rom abo"e data 26 of user are ha"ing 06 inch and more than B5 of user are ha"ing 2A inch

because it is widely accepted model tele"ision, /#6 are using 2A inch#

7. Classi5ication =ased on d!ration o5 !sa;e

ues#3o#B: 'ince when you are using LG(#;N

3!

iHe O5 T. No. O5 Res6ondents Percenta;e

06 I3C$ 00 26

20 I3C$ >0 B5#6

2A I3C$ 52 /#6

O($E4' 55 55

TOT3L ++ 1((

D!ration No. O5 Res6ondents Percenta;e

9E'' ($%3 0 JE%4 00 26

0.2 JE%4 5A 25#6

2.> JE%4 0 >#6

/ %3D %+O;E 5? 0?

TOT3L ++ 1((


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INTERPRET3TION

)rom the abo"e data nearly about >B user are using 9& (; since 2 t o> years, nearly about 20 are

using 0 to 2 years, 26 are using less than one year and 0? are user are using / years and abo"e#

&. Classi5ication =ased on level o5 satis5action

ues#3o#?: What is your le"el of satisfactionN

INTERPRET3TION

)rom the abo"e data >2 of users are fully satisfied with their product, nearly about 65 of users are

satisfied with their product and 25 of users somewhat satisfied because in this most of users are new#

9. Classi5ication =ased on occ!6ation o5 res6ondent

ues#3o#A: What is your occupationN

3"

atis5action No. O5 Res6ondents Percenta;e

)U99J '%(I')IED 0/ >2

'%(I')IED 20 /?

'OME W$%( '%(I')IED 5A 25

3O( '%(I')IED %( %99 55 55

TOT3L ++ 1((

Occ!6ation No. O5 Res6ondents Percenta;e

*4O)E''IO3 2? 2?

+U'I3E'' 25 25

$OU'EWIWE' >A >A

O($E4' 0> 0>

TOT3L 1(( 1((


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INTERPRET3TION

)rom the abo"e data >A of user are housewi"es, 2? of user are professionals, and 25 of user arebelong business#

1(. Classi5ication =ased on J!ali5ication o5 res6ondent

ues#3o#05: What is your FualificationN

INTERPRET3TION

)rom the abo"e data /2 of user are graduate >Aof user are up to ''9C and A user are post graduate#

11. Classi5ication =ased on "o!se"old ont"l% incoe o5 res6ondents

ues#3o#00: What is your household monthly incomeN

4#

!ali5ication No. O5 Res6ondents Percenta;e

U* (O ''9C >0 >0&4%DU%(E /2 /2

*O'( &4%DU%(E 5A A

O($E4' 0? 0?

TOT3L 1(( 1((

/o!se"old Incoe No. O5 Res6ondents Percenta;e

U* (O 6555 2> 2>

B555.05555 >6 >6

05555.06555 2? 2?

06555 %3D %+O;E 02 02

TOT3L 1(( 1((


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INTERPRET3TION

)rom abo"e data /> of user belong to 6555 to 05555 income group, >> of user are belong to 6555

income group, 0A of user are belong to 05555 to 06555 income group and 6 of user are belong to

06555 and abo"e income group#

Chapter !

FINDIN+S

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INDING

(hrough the sur"ey it was found that almost A6 of the respondents are ha"ing (; in

their home# (he research shows that // of respondents own 9& tele"ision#

(he sur"ey shows that reason buying the 9& tele"ision is its Fuality and after sales

ser"ice# (hrough massi"e ad"ertisement consumer influence to purchase and switching their

brand to 9 %s per sur"ey report shows > of respondent buy 9& tele"ision because of Fuality and

>2 of respondent buy due to brand image# +y conducting sur"ey it was found that there was only one ser"ice station and authori!ed

dealer in the city due to which the customer were incon"enient#

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Chapter ! .CONCUSION

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CONCLUION

)rom the study is conducted there is a 055 awareness about tele"ision is among

the population, there are /6 are 9& tele"ision user in Moradabad city#

Comple buying beha"ior is in"ol"ed in purchase and aware of significant,

difference among brands# 9& has able to craft out in ten years a premium brand positioning in

the Indian maret and is today most preferred brand in the segment#

255 has been landmar year for 9& as the company achie"ed a monumental target of

4s ?>5 crores and reiterates its leadership in the Indian consumer durable industry#

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Chapter ! /0

SU++ETIONS & RECOMMENDATIONS

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UGGETION RECO22END3TION

*Gelectronics is perusing the "ision of becoming a true global digital leader to achie"e

this# (hey need to impro"e Fuality of the product#

'ur"ey conducted by me the customer was not satisfied by Fuality of color in the

tele"ision contrast and sound system#

(he customers are not satisfied by the after sales ser"ice pro"ided by the company due to the

delay in the after sales ser"ices pro"ided by company#

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CHAPTER-//

IMITATIONS

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LI2IT3TION

(he present study is sub8ected to following 9IMI(%(IO3':.

10 (imes was the ma8or limiting factor as the time allotted to conduct sur"ey was notenough#

20 'ome respondent were irresponsi"e#30 (he research is directly concerned with the study of consumer beha"ior and achie"ing

absolute mathematical accuracy was not possible#40 Method of data collection was through personal and therefore bias becomes a ma8or

limitation#

50 Due to the time constraints all the customers were not co"ered#

60 (he sample was restricted to >55 customers, which may restrict the scope and completion

of study#

70 (he scope of study is restricted only to the twin cities of Moradabad#

!0 Owing to their pre occupation some customers were unable to answer the completeFuestionnaire#

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ANNE1URE-

BIBIO+RAPHY UESTIONNAIRE

4"


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-I-LIOGR3P/0

5#


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-I-LIOGR3P/0

TEKT -OO#

*rinciples of Mareting L *hilip 7otler and &ery %rmstrong

Mareting 4esearch L D#D# 'harma

Mareting 4esearch L &reen < (ull

NEP3PER 23G3INE

+(ono)i( i)s !'spapr

Businss *in !'spapr

Businss 'orld

Businss today

*G )aga-in

E-ITE

'''.1gindia.(o)

'''.*G.(o)

'''.googl.(o.in

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UETIONN3IRE

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UETIONN3IRE

MANISH KUMAR

BBA 4RD

SEMESTER

SHREE SATYA COLLEGE OF HIGHER EDUCATION

MORADABAD

Dear sir1madam,

I am student of ''C$E Moradabad# %s part of the curriculum of ++% degree, I am

conducting a sur"ey to prepare pro8ect report on .

(herefore I indly reFuest you to spare some of the precious time to answer the

following Fuestion#

1. 3ame: PPPPPPPPPPPPPPPPPPPPPPPPPP %ddress: PPPPPPPPPPPPPPPPP############################### PPPPPPPPPPPPPPPPPPPPPPPPPPPPP (el: PPPPP##########E.mail: ###PPPPPPPPPPPPPPPP#

2. a-Do you own (ele"isionN

Jes 3oIf no 8ump to #3o A

b-If yes mention its brandN

LG Onida

'amsung Other specify-PPPPP##

If LGtele"isions proceed, else 8ump to uest no#053. )rom where did you get the information about 9& (#;N

%d"ertisement )riend

4etail outlets Other specify-PPPPP

4. Which factor affects you more for purchasing the 9& (#;N

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uality *rice

+rand image Other specify-PPPPPP

5. Which model of LG(#; do you ownN

LG)latron L G)latron with &olden eye

LG9CD (#; Other specify-PPPPP##

6. Which si!e of LG (#; do you ownN

06inch 20 inches

2Ainch Other specify- PPPPPPP

7. 'ince when you are using LG(#;N

9ess than 0 year 0.2 years

2.> years / and abo"e

8. What is your le"el of satisfactionN

)ully satisfied 'atisfied

'omewhat satisfied 3ot satisfied at all

9. Which brand of (#; would you go for in futureN

9& Onida

'amsung Other specify- PPPPPP##

1. %ny suggestions or recommendations on LG (#;NPPPPPPPPPPPPPPPPPPPPPPP

PPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPP

e4 6ersonal J!estions

11. Jour occupation

*rofession +usiness

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$ousewi"es Other specify- PPPPPP##

12. Education

Up to ''9C &raduate

*ost graduate Other specify-PPPPPPP#

13. $ouse hold monthly income

Up to 6555 6555.05555

05555.06555 06555 and abo"e

($%37 JOUQQQ

.

consumer behaviour towards lg television-05!06!2014

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