A

PROJECT REPORT

ON

DEALER SATISFACTION OF LG PRODUCTS WITH THE

CONSIDERATION OF CUSTOMER VALUE AND SATISFACTION

In Meerut region during 15 Feb to 8 March

Submitted To: - Submitted By:-Resp. Mr. Shushant Mittal Sir SHIVANI ARORA

YAMINI MUDGAL

GOVIND SHARMA

RAMESH ROY

PGDM (IInd sem.)

Acknowledgement

1

It is indeed of great moment to pleasure to express my senses of per

found gratitude & indebt ness to all the people who have been

instrumental in making my tanning a rich experience. I got the

opportunity to do a challenging project in dealer. The project is the

important part of our study and gives us a real practical exposure to the

corporate world and it is almost impossible to do the same without the

guidance of peoples in and around us.

Practical study is the area which confirms the theoretical idea of a

subject. Both are essential tool in order to provide any marketing

strategy, design implementation and their uses. The survey is nothing

but gathering data of any theoretical marketing strategy. These two

aspects are in similarity to the learning and knowledge.

I acknowledge the in depth guidance provided by Mr. Shushant Mittal

sir. They are provided us the valuable information regarding

RESEARCH METHODOLOGY.

I am also thankful for providing me the computer lab as when required

in order to complete the project in time

I feel very pleased to express my gratitude to all those people who

helped me out during the preparation of this project.

At last but not the least I would like to thanks to my friends and seniors

for their valuable suggestions and encouragement.

PREFACE

2

A project training program has been incorporated in the PGDBM

curriculum of “Institute Of Productivity and Management” where the

surveyor (student) has to apply all experience and knowledge, which he

has gained during his management study. A project gives training

where the surveyor has to prepare a synopsis by interpreting the data,

which they received in the form of answers of his questions, which he

has prepared during his project work.

The student has to apply all his classrooms and practical study in such a

way that they receives the response as per there wish. As we are in the

initial stage of our management study so this project has helped us a lot

and helped us to clearly understand the marketing behavior and to

closely face the marketing trends, which would help us in our near

future, so that we can sustain ourselves in adverse marketing situation

and bring out a perfect solution whenever required.

So in this project, which was assigned to us , I have undertaken the

survey on dealer satisfaction of LG products.

In Meerut region. I have applied all my experience which I have gained

during my study period.

index

3

Introduction…………...………………………………………………..1

Company profile….……………………………….…………………..2

Vision .……………………………………………………………………..7

Global opportunities…………………………………………………9

Slogan……………………………………………………………………. 11

Mission……………………………………………………………………15

Quality innovation…………………………………………………..16

Code of conduct of LG……………………………………………..17

LG India…………………………………………………………………..19objective………………………………………………………………...22

4

Research methodology………………………………………......24

Data analysis……………………………………………………………27

Findings……………………………………………………………….….38

Suggestions and recommendations…………………….....39

Limitations………………………………………………………………40

Conclusion………………………………………………………………42

Bibliography……………………………………………………………43

Questionnaire…………………………………………………………44

5

INTRODUCTION

Dealer behavior is the study of how he purchases, how he sells, how

they get feedback from consumers and after that he came to conclusion

about particular LG product. It is a subcategory of marketing that

blends elements from different fields. It attempts to understand the

buyer decision making process, both individually and in groups. It

studies characteristics of individual consumers such as demographics,

psychographics and behavioral variables in an attempt to understand

peoples wants. It also tries to assess influences on the consumer from

groups such as Family, friends, reference groups, and society in general.

By understanding the consumer, we will be able to make a more

informed decision as to which strategy to employ.

6

7

History of LG company

About LG Group

The LG Group is South Korea's third largest conglomerate]] that

produces electronics, mobile phones, and petrochemical products

and operates subsidiaries like LG Electronics, LG Telecom, Zenith

Electronics and LG Chem in over 80 countries. LG Group sponsors

the LG Cup Go Tournament.

LG Group founder Koo In Hwoi established Lak Hui Chemical

Industrial Corp. in 1947.[3] In 1952, Lak Hui (currently LG Chem)

became the first Korean company to enter the plastics industry. As

the company expanded its plastics business, it established GoldStar

Co., Ltd., (currently LG Electronics Inc.) in 1958.

In 1959, Goldstar produced Korea's first radio. Many consumer

electronics were sold under the brand name GoldStar, while some

other household products (not available outside South Korea) were

sold under the brand name of Lucky. The Lucky brand was famous

for its hygiene products line such as soaps and Hi-Ti laundry

8

detergents, but most associated with its Lucky and Perioe

toothpaste.

In 1995, it was renamed "LG", the abbreviation of "Lucky

GoldStar". More recently, the company associates its tagline "Life's

Good", with the letters LG.

About LG Company

Established in 1958, LG Electronics, Inc. (LG) is a global leader

and technology innovator in consumer electronics, home

appliances and mobile communications, employing more than

82,000 people working in over 110 operations including 81

subsidiaries around the world. With 2007 global sales of USD 44

billion*, LG is comprised of four business units - Mobile

Communications, Digital Appliance, Digital Display and Digital

Media. LG is the world’s leading producer of CDMA/GSM

handsets, air conditioners, front-loading washing machines,

optical storage products, DVD players, flat panel TVs and home

Theater systems.

9

LG has created reputation for progressive technology and

innovation with the release of some of the latest technological

developments in consumer electronics, home appliances and IT

products. For example, LG is currently the world's number one

manufacturer of plasma display modules. LG Electronics' goal is

to enable the intelligent networking of digital products that will

make consumers' lives better than ever.

LG Electronics has established itself as a major international

sports sponsor with partnerships including the LG Super Racing

Weekend touring cars tournament in conjunction with Eurosport

and the ICC cricket tournaments for example the ICC Trophy in

England 2004 and the Cricket World Cup 2007. In 2005 LG are

proud to sponsor all of ITV’s Formula 1 coverage for the duration

of the 2005 F1 season. For more information, visit the

sponsorship page.

2005 will see LG strengthen our range of large screen, HD and

Digital Ready Plasma and LCD TV’s. Our TV products are not

just leaders in technology and innovation but also offer sleek

design and style, our TV products really will be the centre of

attention this year.

This year our Digital Appliances will reinforce our presence in

the UK in 2005. New and unique products will see us playing a

major role in the home appliances market. Flagship products

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that will lead our ranges include a stylish Side by Side

Refrigerator with built in LCD TV, large capacity Direct Drive

Washing Machines, round cavity Microwaves and new Vacuum

Cleaners with multi-cyclonic technology.

Also new in 2005 are LG’s stylish and innovative 40 & 80 series

LCD Monitors and a growing range of the award winning Optical

Storage Super Multi Drives.

Corporate Name LG Electronics U.K. Ltd

Established January 30th 1985

Company Number 02143888

The Place of registration Registered in England and Wales

Corporate Office LG House, 250 Bath Road, Slough, Berkshire, SL1 4DX

Tel: 01753 491500

Fax: 01753 693 061

URL: http://uk.lge.com

esident Mr Brian Na

11

Vision

LG Electronics continues to pursue its 21st century vision of

becoming a worldwide leader in digital—ensuring customer

satisfaction through innovative products and superior

service while aiming to rank among the world’s top three

electronics, information, and telecommunications firms by

2010.

On our way, we hold tight to a philosophy of “Great

Company, Great People,” underscoring our belief that only

great people can create a great company.

LG strives for greatness in what we’ve identified as our

three core capabilities: Product Leadership, Market

Leadership, and People Leadership—each strength a key

part of realizing our growth strategies for “fast innovation”

and “fast growth”.

12

VISION

Global Top 3 by 2010

Global Top 3 Electronic/Telecommunication

company

GROWTH STRATEGY

“Fast innovation, Fast growth”

CORE COMPETENCY

“Product leadership, Market leadership,

People leadership”

CORPORATE CULTURE

No excuse, “we” not “I”, Fun workplace

Global Operation

13

LG Electronics is playing an active role in the world market with its assertive

global business policy. As a result, LG Electronics controls 110 local

subsidiaries in the world with around 82,000 executive and employees.

LG Group

1. LG.Philips LCD

2. LG Chemical

3. LG Telecom

4. LG Powercom

5. LG Twins

6. LG Dacom

Business areas and main products

Mobile communications

(a) CDMA Handsets,

(b)GSM Handsets,

(c) 3G Handsets,

(d)Cellular Phones

Digital appliance

a) Air Conditioners ,

b) Refrigerators ,

c) Microwave Ovens ,

d) Washing Machines ,

e) Vacuum Cleaners ,

f) Home Net ,

g) Compressors for Air Conditioners and Refrigerators

14

Digital display

a) Plasma TVs ,

b) LCD TVs ,

c) Micro Display Panel TVs,

d) Monitors,

e) PDP Modules,

f) OLED Panels,

g) USB Memory,

h) Flat Panel Computer Monitors

Digital media

a) Home Theater Systems,

b) DVD Recorders ,

c) Super Multi DVD Rewriters,

d) CD±RW,

e) Notebook PCs,

f) Desktop PCs,

g) PDAs,

h) PDA Phones,

i) MP3 Players ,

j) New Karaoke Systems,

k) Car Infotainment

SLOGAN

15

"Life's Good" represents LG's determination to provide delightfully

smart products that will make your life good.

The LG Electronics Life's Good signature consists of the LG

logo, seal, and the slogan, "Life's Good" set in Charlotte sans

typeface curved around the LG symbol. The curving of the

slogan reinforces LG's personality and uniqueness. The

consistent usage of this signature clearly establishes the unique

identity of the company and unifies every division and product

from LG Electronics across the globe.

THE SYMBOL

16

The symbol of LG is the face of future. The letter “L” and “G” in a circle

symbolizes world, future, youth, humanity & technology.LG philosophy is

based on humanity. It also represents LG’s efforts to keep close relationship

with our customers around the world.

The symbol consists of two elements.

1. The logo in LG gray

2. The stylized image of human face in the unique LG red color.

Red color represents our friendliness and gives a strong impression of LG’s

commitment to deliver the best.

The circle symbolizes The Globe. The stylized image of a smiling face in the

symbol conveys “Friendliness and Approachability”. The one eye on the

symbol represents “Goal-oriented, Focused & Confident”.

The slogan of LG is “Life’s Good”. It expresses “Brand’s Value, Promises,

Benefits, Personality.

THE PARTNERSHIP-----

LG Electronics chooses to promote harmony and build constructively on a

labor-management relationship rather than an employee-employer

relationship. This illustrates that management and workers are not in a

vertical relationship, but in a horizontal one.

This culture is necessary for LG Electronics as it strives to become one of the

world's top companies. Such a relationship is transformed into a value-

creation relationship whereby both parties endeavor to address mutual

problems and create new values together.

17

LG BRAND IDENTITY:-

The brand of LG is delightfully smart. LG strives to enhance the customer’s

life and lifestyle with intelligent features, institutive functionality and

exceptional performance.

The brand platform:-

The LG brand is composed of four basic elements –

1. Value

2. Promise

3. Benefits

4. Personality

The Brands core Value that never changes.

a. Trust,

b. Innovation,

c. People

d. Passion

The benefits that are consistently delivered to the customer includes

1. Reliable products

2. Simple design

3. Ease of use

4. Extraordinary Experience

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Personality describes the human characteristic that are expressed to the

customer through

1. Trustworthy, Considerate

2. Practical, Friendly

The Internal Culture of LG:

LG practices four cultures

1. Learning Culture

2. Boundary less Environment

3. A Carrier

4. Growth

According to LG, the Learning Culture continuously helps the employee to

learn more and more to develop the habit of continuous learning.

Boundary less Environment means that there is no difference between the

levels of employees. There is transparency between the work and mutual

understanding between all the employees.

A carrier is highly growing in LG and one who is the employee can develop

their carrier largely. A new comer will feel fully comfortable in the company

and for a new comer the company is very helpful in the overall growth of

personality.

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Growth in LG is very high for those who are in the company and for those

who want to join in LG. The company is growing with fast innovation and

the BLUE Ocean strategy is one of the examples of growth.

Mission

The mission of LG is to provide the customers with utmost satisfaction

through leadership.

The fundamental policy of development is to secure product leadership that

the Customers may have the utmost satisfaction.

Product Leadership

We are focusing on six development areas to become the product leader.

1. New Machine

2. Reliability

3. Conventional Installation

4. Environment Friendly Product

5. Low Noise & Vibration

6. Energy Saving

Quality Innovation

20

The policy of quality assurance is to provide customers with utmost

satisfaction by supplying zero defects.

LG proceeds in a hierarchal manner. It is named as “LG WAY”.

From top to bottom:

No.1 LG – is the VISION( MANAGEMENT IN ACTION ( LG's management

system)

“Jeong-DO” Management is LG’s unique application to ethics. LG will succeed through fair management practices and constantly developing our business skill.

A) Honest with our customer

b) Providing great values to customer through constant innovation & and

development.

c) Equal opportunities

d) Equal Treatment

Management Principle - Creating value for customer

21

Code of conduct of LG:

1. Responsibility and obligations to customers :

• Respect for Customers

• Creating Value

• Providing Value

•

2 Fair competition

• Pursuit of Free Competition

• Compliance with Laws and Regulations

3 Fair Transaction :

• Equal Opportunity

• Fair Transaction Procedure

• Support and Aid for Business Partners

4 Basic Ethics for Employees

• Basic Ethics

• Completion of Duty

• Self Development

• Fairness in Performance

• Avoidance of conflict with company interest

5 Corporate Responsibilities to employees

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• Respect for human dignity

• Fair Treatment

• Promoting Creativity

6 Responsibilities to society and country

• Rational Business Development

• Protection of stock holder interest

• Contribution to social development

• Environmental Conservation

LG INDIA:

23

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). LG set up a state-of-

the art manufacturing facility at Greater Noida, near Delhi, in 1998, with an

investment of Rs 500 Crores.

LG corporate office is located at Plot no.51, Udyog Vihar, Kasna Road,

Greater Noida, India.

This facility manufactured Color Televisions, Washing Machines, Air-

Conditioners and Microwave Ovens.

''Company is setting up a chain of exclusive premium showrooms. LG plans

to launch 60 premium Brand Shoppes by the end of the first quarter of this

year. At present, LG has a total of 83 LG stores across the country, of which

45 are shoppes and 38 are exclusive stores. Brand shoppes will be placed in

the premium segment and the target audience will comprise buyers interested

in premium and high end products.

LG Brand Shoppe goes beyond the concept of a normal exclusive store by

having a more interactive environment and additional lifestyle orientation on

display so that the customer can actually experience the LG products in his

or her own home settings.

LG Electronics India Ltd (LGEIL), consumer durables leader with 27%

market share, is planning a brand new image. To attract inspirational and

young consumers across India, company will roll out a new marketing

strategy. The exercise will cost the company Rs 360 crore.

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LG Electronics India is the fastest growing company in the consumer

electronics, home appliances, and computer peripherals industry today.

LG Electronics is continually providing, superior technology products &

value for money to more than 50 lakh households in India. LGEIL is

celebrating the 11th anniversary this year.

LG Soft India the innovation wing of LG Electronics in Bangalore is LG

Electronics' largest R&D centre outside Korea. We at LGSI focus on niche

technology areas such as mobile application development, digital video

broadcast and biometrics software and support LG Electronics with our

expertise. Motivated by a passion for technology, a strong work culture and

loyalty to the organization, we are determined to see LG become one of the

top three brands globally.

Prominent consumer electronic company, LG Electronics Inc. has said that it

expects the sale of its products in India to up by 15 per cent in 2008. Moon

Bum Shin, managing director of LG Electronics India has said that the

company has earmarked 4.8 billion rupees for investment purpose in India

this year. The said money will be used to market as well as manufacture new

products.

LG Electronics, which is originally a South Korean Company with branch in

India, informed that its sales of GSM mobile phones, color televisions, air

conditioners and other household goods in the Indian market was to the tune

of 95 billion rupees ($2.4 billion) in 2007. As per Shin's estimate, the sales in

2008 would be around 110 billion rupees.

In order to achieve its target, Shin said LG Electronics will concentrate on

catering to the high-end consumer market which will help boost sales this

25

year. India churns out six (6) per cent of LG Electronics global revenues of

$42 billion. The Indian branch of LG exports to 40 countries.

India challenges

The challenges faced by LG when entered in Indian market

1. Low brand awareness about LG in India.

2. One of the last MNCs entered in India (Samsung, Panasonic entered in

1995 in India).

3. High import duty

4. Compitition from local market players and other MNCs in consumer

durable segment.

5. Price sensitiveness of the Indian consumer

Objective

26

1. To find out the dealer satisfaction with the consideration of

Customer value.

2. To determine the role of media in marketing awareness of

existing and its latest innovative technology.

3. To identify the factor and features by which a consumer

influenced to buy the LG products.

4. To find out the services provided by the LG is appropriate or

not.

OBJECTIVE OF THE STUDY

27

The objective was to find out the dealer satisfaction of LG products, role

of media in marketing awareness of LG products from dealers and

the services they are getting from LG so that if any problems then can be

resolved to increase the sale.

PICTURE SHOWING THE PRODUCT OF LG IN ONE OF THE SHOP

RESEARCH METHODOLOGY:

28

Research comprises defining and redefining problems, formulating

hypothesis or suggested solutions, collecting, organizing and

evaluating data; making deductions and reaching conclusions to

determine whether they fit the formulating hypothesis.

RESEARCH METHODS OF MY PROJECT:

DESCRIPTIVE RESEARCH:

Descriptive research includes surveys, fact-findings enquiries of

different kinds. The major purpose of this research is description of

the state of affairs, as it exists at present. The main character of this

method is that the researcher has no control over the variables; he

can only report what has happened or what is happening. It also

includes attempts by researchers to discover causes even when they

cannot control the variables. The method of research utilized in

descriptive research is survey methods of all kinds including

comparative and co relational methods.

RESEARCH METHOD: Data collection method

29

TYPES OF DATA:

In my project I have classified the data into two specific types:

PRIMARY DATA

PRIMARY DATA : As it is known that primary data are

collected a fresh and for the first time, and thus happen to

be original in character. So, in order to collect this type of

data various methods are being used, such as:

OBSERVATION

QUESTIONNAIRE

INTERVIEW

SAMPLE DESIGN: The sample technique adopted is random

sampling method. Since sample is going to be chosen from

different areas so it is geographical sampling which is predefined

so as to get maximum information, which rare true and reliable

without biasness.

SAMPLING METHOD:

Random sampling

30

SAMPLE SIZE:-

I have used sampling method for survey purpose. The sample size

for questionnaire is 20.

PERIOD OF STUDY:

This study is carried out for a period of 15 days. It

commenced on 21thFerburary 2009 and completed on 5th

March 2009.

FIELD AREA:

This research study work is carried out in MEERUT.

RESEARCH INSTRUMENT:

The research instrument for the purpose was questionnaire

and some personnel interviews of some whole sellers.

31

Data analysis

Q1-You are dealing with the LG brands from?

32

No of years No of respondents %age of respondents

5 years 10 50%

5-10 years 6 30%

More than 10 years 4 20%

%age of dealers dealing with LG brand

50%30%

20%5 years

5-10 years

morethan 10 years

Interpretation: - Above graph shows that half of the dealers selling from 5

years and rest of them more than 5 years that means they are satisfied

with company. So they are doing regularly.

Q2-Which products of LG are most preferable by customers?

Product No of respondents %age of

33

respondents

TV 8 32%

Washing machine 4 16%

Refrigerator 5 20%

AC 2 8%

Computer 4 16%

Mobile 2 8%

%age of saling of products

32%

16%20%

8%

16%8%

TV

W.M.

Refr

A.C.

Computers

Mobile

Interpretation:-This chart is showing that %age of sales of TV is 32%

which is more than that of others. It means the selling of TV is more than

that of other LG products

Q3. In which season the selling of products is more?

Months No of respondents %age of

respondents

Jan-March 3 15%

Apr-June 9 45%

34

July-Sep 1 5%

Oct-Dec 7 35%

selling of product

15%

45%5%

35% jan-mar

apr-june

july-sep

oct-dec

Interpretation:-This chart is showing that in the month of April to June

the sales of LG products is very high than that of other which is 4%.it

mean it may after that in the month of October to December the sales of

LG product is also more.

Q4.Which factors influence the consumers to purchase the LG products?

Factors No of respondent %age of

respondents

Quality 4 18%

Price 3 14%

Sales promotion activities 2 9%

35

Brand image 12 54%

Services 1 5%

%age of factors influence consumer to purchase LG product

18%

14%

9%54%

5%

quality

price

sales promotionactivities

brand image

services

Interpretation:-Brand image is influenced most of the people to purchase the

consumer durable.

Q5.Opinion of the credit facilities are provided by the company?

Level of satisfaction No of respondents %age of respondents

Very satisfied 2 10%

Somewhat satisfied 4 20%

Somewhat dissatisfied 11 55%

Very satisfied 3 15%

36

%age of level of satisfaction of dealers

10%

20%

55%

15%

very satisfied

somewhatsatisfied

somewhatdissatisfied

very dissatisfied

Interpretation: - the dealers are not getting the credit facility by the LG which

make them more dissatisfied.

Q6. Media plays an important role of making the awareness of the

product. What do you think?

Percentage No of respondents

20%-30% 1

30%-50% 4

37

50%-70% 9

70%-90% 6

5%20%

45%

30% 20%-30%

30%-50%

50%-70%

70%-90%

Interpretation:-60%to 70% of the people get aware from media.

Q7. What are the factors in media which makes the consumer more attentive

towards the new, improved and innovative products and technology?

Factors of media No of respondents %age of respondents

Television 17 59%

News paper 5 17%

Internet 2 14%

Magazine 1 3%

Hoardings 2 7%

38

% of respondents

59%17%

14%3% 7% television

news paper

intrnet

magazines

hoardings

Interpretation: - the factor in media which makes the consumer more

attentive towards the new, improved and innovative products and technology

is Television which plays important role in advertisement in comparison to

others.

Q8. Are you satisfied with the promotional activities of the company?

Level of satisfaction No of

respondents

%age of

respondents

Very Satisfied 2 10%

Somewhat satisfied 13 65%

Somewhat dissatisfied 5 25%

Very dissatisfied 0 0%

39

%of respondents

10%

65%

25% 0%

very satisfied

somewhatsatisfied

somewhatdissatisfied

very dissatisfied

Interpretation:-This chart is showing that most of the dealers are

somewhat satisfied with the promotional activities of the company

because the %age of somewhat satisfied is more than that of other which

is 65 % and 25% dealers are somewhat dissatisfied also.

Q9. What is your annual sale of LG products?

Income level No. of

respondents

%age of

respondents

Less than 5 lac 4 20%

5 to 10 lac 9 45%

10 to 15 lac 5 25%

More than 15 lac 2 10%

40

%of respondent's annual income

20%

45%

25%

10%>5 lac

5-10 lac

10-15 lac

<15 lac

Interpretation:-By this chart we have come to know that the area where

we have done survey the %age of annual income of dealers is more

within the limit of 5 to 10 lac and after that the %age of 10 to 15 lac takes

place.

Q10. Are you satisfied with the distribution system of LG?

Levels No. of respondents % of respondents

Satisfied 3 15%

Somewhat satisfied 12 60%

Somewhat dissatisfied 5 25%

Very dissatisfied 0 0%

41

%age of respondents

15%

60%

25% 0%

very satisfied

somewhatsatisfied

somewhatdissatisfied

very dissatisfied

Interpretation:-By this chart we have come to know that 60%of dealers

are some what satisfied with the distribution system of LG Company but

25% people are somewhat dissatisfied also and only 15% dealers are

satisfied with the distribution system of company.

Research Findings i.e.

Findings from the Research Work/Survey

One Dealer centre is closed in phase-2 due to improper demand.

Most of the revenue generated by LG TV in the comparison to its others

products.

With this research we find that the awareness about the LG products

is more.

42

The role of media is very effective in making people aware about the

LG brand specially Television plays an important role to influence the

peoples.

So we found that the products are many more with the dealers but the

demand of Television is very high as selling of TV is much more than

that of others.

After analyzing the data we find that LG having a good

position in the market and almost taking advantages in

every area as compared to the other brands.

We also get that customers get influenced by various

factors and make their buying decision. The most

influencing factor is brand image and advertising is the

second influencing factor in buying decision.

Suggestions and recommendations

• Company should make advertisement of LG products aggressively

in the way of hoardings which increase the more visualizes

customer.

• Company should provide credit facility to the dealer in a better way

by which they can increase their sale

• Dealers should consider the demand of people time to time so that

they come to know what people want in a particular period of time.

43

• LG needs to mend and maintain its service network and adopt a good pricing strategy.

Limitations in research

• No of dealers were very less in Meerut so we had to reduce

our sample size.

• Sample size could be more so that the better results could

come.

44

• As Meerut is a big city so we faced so many problems during

our survey.

• Sometimes respondents were no willing to fill the

questionnaire or we have to wait for long time to talk or we

have to talk only with their helper boys.

CONSUMER SURVEY DURING EXHIBITION

From 21th feb. to 09th march a consumer exhibition was organized at the

college of Engineering ground. The exhibition was sponsored by Sakal group

in which number of companies participated.

45

EXHIBITIONS PICTURES SHOWING THE PRODUCTS

CONCLUSION

Coming to home from a tiring job and then to open the wardrobe just to bad smelling dirty clothes waiting to receive the delicacies of your hand can easily draw tears from your eyes, but now an easy solution available in almost all households is the presence of LG refrigerator.

My study found that, the dealers are somewhat satisfied with the LG Company but some retailers are not satisfied by the company neither in the way of credit facility nor by the distribution system of LG.

46

About the LG company I found that LG having a good position in the market in terms of pricing but lacking badly in terms of its retailer satisfaction.

Customer gets to know more by the television and they are

influenced to buy new products by the unique products that

are newly come to the market.

My study also found that there are various factor influencing

customer in buying decision and the most influencing factor

is brand image and advertisement and other factors play a

secondary role in buying decision.

BIBLIOGRAPHY

Marketing management: By Philip Kotlar

Marketing research: text and cases

47

Research methodology: By C.R. Kothari

Websites:--

1.http://www.lge.com/about/sustainability/management_system.jsp

2. http://www.lg.net/about/history/history01.jsp

3.The code of ethics--

** http://www.lginnotek.com/ethics/english/Justice/JusticeAct/LGrule/LGrule_main.htm

QUESTIONNAIREDear sir/madam,

We are the student of “Institute of Productivity and Management”, Meerut conducting a survey on dealer satisfaction of LG products as a part of our curriculum. I assure that information are given by you will be secret.

Q1- You are dealing with the LG brands from..

(1) 5 years (2) 5-10 years

(3) More than 10 years

Q2-How many products of LG you sale? Please mention their names also.

(1)…………………… (2)……………………

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(3)…………………... (4)……………………

(5)………………….. (6)……………………

(7)…………………… (8)……………………

(9)…………………… (10)……………………

Q 3-Which products of LG is most preferable by customers?

(Please specify ………………………………………………

Q4-In which season the selling of products is more?

(1)Jan-march (2) April-June

(3)July-sep .(4) Oct-Dec

Q5-Which factors influence the consumers to purchase the LG products?

(1). Quality (2) Price

(3). Sales promotion activities (4) Brand image

(5). Services

Q6- Opinion on the availability of credit facilities provided by the company?

(1) Very satisfied (2) Somewhat satisfied

(3) Somewhat dissatisfied (4) Very dissatisfied

Q7-Media plays an important role of making the awareness of the product. What do you think?

(1) 20% to 30% (2) 30% to 50% (3) 50% to 70% (4) 70% to 90%

Q8- What are the factors in media which makes the consumer more attentive towards the new, improved and innovative products and technology?

(1)Television (2) News paper

(3) Internet (4) Magazines

(5) Hoardings (6) specify if any……………

Q9-Are you satisfied with the promotional activities of the company?

(1) Very satisfied.

(2) Somewhat satisfied.

(3) Somewhat dissatisfied.

(4) Very dissatisfied.

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Q10- Opinion of dealers on the regular supply of goods?

...............................................................................................

…………………………………………………………….

Q11- What is your annual sale of LG products?

(1) Less than 5 Lac (2) 5Lac to 10 Lac

(3) 10 Lac to 15 Lac (4) More than 15 Lac

Q12-Are you satisfied with the distribution system of LG?

(1) Very satisfied. (2) Somewhat satisfied

.(3) Somewhat dissatisfied. (4) Very dissatisfied.

Q13-what is your suggestion to the company for improving the performance of sales?

(1) By improving the advertisement (2) By providing the discount

(3) By improving the quality (4) By increasing the margin

Q14- Apart from the above options if any other suggestion you have then please specify ….....……………………………………………………………....................................................

Name-………………………………………………

Age-………………………………………………..

Address-……………………………………………

Contact no.-………………………………………..

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