Download - lg final project.docx
-
7/26/2019 lg final project.docx
1/31
CONTENTS
Sr.
No.
Title
1. Objective of the project2. Scope of the project3. Introduction4. Company prole!. "e#earch methodolo$y
%. &naly#i#'. (imitation#). Su$$e#tion*. Conclu#ion1+. ,ue#tionnaire11. -iblio$raphy
O-/CTI0/ O T/ "O/CT
rimary objective
Find out the positional dealer who can sale the LG
product in large volume.
-
7/26/2019 lg final project.docx
2/31
The main objective o research was to identi! potential
dealer and development these dealer. So LG can ma"e
them their direct dealer.
This will ease the dependence on the some big dealer
li"e #aharashtra and #ahaveer electronics.
Find out the problem aced b! the dealer in sales and
the distribution.
Secondary objective
The Objective was to $nd out that how ar the
e%hibitions are helpul in branding&
'hile purchasing the consumer durables which
parameter is most important or the consumer(
)o the consumers preer the $nancial acilit! or
bu!ing consumer durable(
*ow re+uentl! consumers change the consumer
durable(
To enhances the "nowledge o consumer durable
mar"et.
To increases the "nowledge consumer durable
product o LG.
-
7/26/2019 lg final project.docx
3/31
To enhances the "nowledge about the mar"eting and
branding activit!.
SCO/ O "O/CT
This project gives me great e%posure to the
consumer durable mar"et because it includes product
"nowledge and the $led job in which , have visited the
store comes under the region o -une. )uring this project
, also too" part in the e%hibition o LG which held or the
purpose branding and awareness o LG product. Thisproject helps me to "now the mar"et practicall!. #! job
was during this project to see the mar"et share and also
the displa! share o the LG product in the store. LG
alwa!s insist the /0 displa! share o LG product
because LG believes that O 5I6T& &I 7O -I6T&
&I8.
#! job include while visiting the shops
1.Calculate the displa! share o the LG product in
ever! shop which comes under -une region.
2.Collect the data o actual monthl! sale o the LG
product in ever! shop.
3.Chec" the availabilit! o LG catalogue and the -O-s
in the store.
-
7/26/2019 lg final project.docx
4/31
4. Find out the problems that the dealer are acing while
sailing the LG product.
. Find out the customer response or the LG product b!
as"ing the owner o the shop.
5. Find out the distributer name rom whom the!
purchasing their product and also weather the! have
direct dealership and which brand.
6. Chec" that demo calls are attended or not
INT"O59CTION
7eore the liberali8ation o the ,ndian econom!&
onl! a ew companies li"e 9elvinator& Godrej& :llw!n&
and ;oltas were the major pla!ers in the consumer
durables mar"et& accounting or no less than
-
7/26/2019 lg final project.docx
5/31
'ith the increase in income levels& eas!
availabilit! o $nance& increase in consumer awareness&
and introduction o new models& the demand or
consumer durables has increased signi$cantl!. -roducts
li"e washing machines& air conditioners& microwave
ovens& color televisions ?CT;s@ are no longer
considered lu%ur! items. *owever& there are still ver!
ew pla!ers in categories li"e vacuum cleaners& and
dishwashers.
Consumer durables sector is characteri8ed b! the
emergence o #NCs& e%change oAers& discounts& and
intense competition. The mar"et share o #NCs in
consumer durables sector is 50. #NCBs major target is
the growing middle class o ,ndia. #NCs oAer superior
technolog! to the Consumers whereas the ,ndian
companies compete on the basis o $rm grasp o the
local mar"et& their well=ac"nowledged brands& and hold
over wide distribution networ". *owever& the
penetration level o the consumer durables is still low
in ,ndia.
Cla##ication of con#umer durable# #ector
-
7/26/2019 lg final project.docx
6/31
1.Consumer electronic include vcddvd& home theatre&
music pla!er& color television ?CT;s@& cameras&
camcorders& portable audio& *i=Fi& etc
2.'hite goods include dishwashers& air conditioners&
heaters& washing machines& rerigerators& vacuum
cleaners& "itchen appliances& non="itchen appliances&
microwaves& built=in appliances& Tumble dr!er& personal
care product etc.
3.#oulded luggage include plastics
4.Cloc"s and watches
.#obile phones
Scope
1. ,n term o purchasing power parit! ?ppp@& ,ndia is the
4th largest econom! in the world and overta"e Dapan
in the near uture become the 3rd largest.
2. ,ndian consumer durable mar"et is e%pected to reach
4// billion b! on 2/1/
3. ,ndia has the !oungest population amongst the major
countries. There are lot o people in the diAerent
income categories nearl! the two third population is
below the age o 3 and nearl! /0 is below 2.
-
7/26/2019 lg final project.docx
7/31
4.There are 5 million people in middle class& who are
earning us4&4//=S21&>// a !ear. :nd there are 5
million rich household in ,ndia.
.The upper=middle and high=income household in
urban areas are e%pected to grew to 3>.2 million in
2//6 as against 14.5 million in 2///.
Opportunity
1. ,n ,ndia the penetration level o white goods is lower
as compared to other developing countries.
2. ne%ploited rural mar"et.
3.apid urbani8ation.
4. ,ncrease in income level& i.e.increase in purchasing
power o consumers.
. Eas! availabilit! o $nance.
Threat#
*igher import duties on row materials. Cheap
imports rom Singapore& China and rom other :sian
countries.
-
7/26/2019 lg final project.docx
8/31
CO#-:NH -OF,LE
Established in 1
-
7/26/2019 lg final project.docx
9/31
the ac"nowledged trendsetter or the consumer
durable industr! in ,ndia with the astest ever
nationwide reach& latest global technolog! and product
innovation.
One o the most ormidable brands& LGE,L has an
impressive portolio o *ome :ppliances& Consumer
)urables& )igital )ispla! products& GS# mobile phones
and ,T products.
LG Electronics pursues its 21st centur! vision o
becoming a true global digital leader& ma"ing its
customers worldwide delighted through its innovative
digital products and services. Going orward LG ,ndia
will s!nergi8e all activities in "eeping with the global
vision o becoming a global top 3 pla!er in all business
areas b! ollowing the 7lue Ocean Strateg!. The 7lueOcean strateg! is based on the understanding that onl!
Ie%ible companies that adapt to liec!cle and industr!
changes will enjo! continued growth. The success o
-
7/26/2019 lg final project.docx
10/31
the 7lue Ocean Strateg! will ocus on creating high
growth J pro$t b! ocusing on $ve "e! areas at LGK
-roducts& 7usiness #odel& 'or"& and S!stems J -eople
LGs top priorit! in 2//6 is to ma%imi8e customer
satisaction and heighten the competitive edge o its
Iagship products.
Contact )etailsK
6 " 6im
#anaging )irector
:=41& #ohan Co=operative ,ndustrial Estate& #athura
oad&
-lot No 1& d!og ;ihar&
New )elhi=11/ /44)elhi
TelK
-
7/26/2019 lg final project.docx
11/31
esearch methodolog! is considered as the nerve
o the project. 'ithout a proper well=organi8ed research
plan& it is impossible to complete the project and reach to
an! conclusion. The project was based on the surve!
plan. The main objective o surve! was to collect
appropriate data& which wor" as a base or drawing
conclusion and getting result.
Therefore=research methodolog! is the wa! to
s!stematicall! solve the research problem. esearch
methodolog! not onl! tal"s o the methods but also logic
behind the methods used in the conte%t o a research
stud! and it e%plains wh! a particular method has been
used in the preerence o the other methods
"e#earch de#i$n>
esearch design is important primaril! because o
the increased comple%it! in the mar"et as well as
mar"eting approaches available to the researchers. ,n
act& it is the "e! to the evolution o successul mar"eting
strategies and programmers. ,t is an important tool to
stud! bu!ers behavior& consumption pattern& brand
lo!alt!& and ocus mar"et changes. : research design
speci$es the methods and procedures or conducting a
particular stud!. :ccording to 9erlinger& Mesearch )esign
-
7/26/2019 lg final project.docx
12/31
is a plan& conceptual structure& and strateg! o
investigation conceived as to obtain answers to research
+uestions and to control variance.
& type of re#earch i#>
5e#criptive "e#earch
The t!pe o research adopted or stud! is
descriptive. )escriptive studies are underta"en in man!
circumstances when the researches is interested to "now
the characteristic o certain group such as age& se%&
education level& occupation or income. : descriptive
stud! ma! be necessar! in cases when a researcher isinterested in "nowing the proportion o people in a given
population who have in particular manner& ma"ing
projections o a certain thing& or determining the
relationship between two or more variables. The objective
o such stud! is to answer the Mwho& what& when& where
and how o the subject under investigation. There is a
general eeling that descriptive studies are actual and
ver! simple. This is not necessaril! true. )escriptive
-
7/26/2019 lg final project.docx
13/31
stud! can be comple%& demanding a high degree o
scienti$c s"ill on part o the researcher.
)escriptive studies are well structured. :n
e%plorator! stud! needs to be Ie%ible in its approach& but
a descriptive stud! in contrast tends to be rigid and its
approach cannot be changed ever! now and then. ,t is
thereore necessar!& the researcher give sucient
thought to raming research.
,ue#tion# and decidin$ the type#o data to be
collected and the procedure to be used in this purpose.
)escriptive studies can be divided into two broad
categoriesK Cross Sectional and Longitudinal Sectional. :
cross sectional stud! is concerned with a sample o
elements rom a given population. Thus& it ma! deal with
household& dealers& retail stores& or other entities. )ata
on a number o
characteristics rom sample elements are collected and
anal!8ed. Cross sectional studies are o two t!pesK Field
stud! and Surve!. :lthough the distinction between them
is not clear= cut & there are some practical diAerences&
which need diAerent techni+ues and s"ills. Field studies
are e%=post=actor scienti$c in+uiries that aim at $nding
-
7/26/2019 lg final project.docx
14/31
the relations and interrelations among variables in a real
setting. Such studies are done in live situations li"e
communities& schools& actories& and organi8ations.
:nother t!pe o cross sectional stud! is surve!
result& which has been ta"en b! me. : major strength o
surve! research is its wide scope. )etail inormation can
be obtained rom a sample o large population .7esidesP it
is economical as more inormation can be collected per
unit o cost. ,n addition& it is obvious that a sample surve!
needs less time than a census in+uir!. )escriptive
research includes surve! and act $nding en+uiries o
diAerent "inds o the major purpose. )escriptive research
is description o the state o aAairs& as it e%ists at present.
The main characteristic o this method is that the
researcher has no control over the variablesP he can onl!
report what has happened or what is happening. The
methods o research utili8ed in descriptive research are
surve! methods o all "inds including comparative and co
relational methods. The reason or using such needs to be
Ie%ible in its approach& but a descriptive stud! in contrast
tends to be rigid and its approach cannot be changed
ever! now and then.
-
7/26/2019 lg final project.docx
15/31
&N&(
-
7/26/2019 lg final project.docx
16/31
4.Consumers also want to compare to the diAerentbrand which are available in the e%hibition.
.So e%hibitions are more useul to increases brandawareness.
5.-eople are less interested to purchase product rom
the e%hibition.
Q.2'hile purchasing consumer durable which parameterinIuences !ou(
-rice
-roduct eature
7rand
Service
)urabilit!
Inference
-
7/26/2019 lg final project.docx
17/31
1.3+0 o customer gives importance to price. So it
shows that ,ndian consumers are ver! price sensitive.
The! give more importance to price over the brand.
2.250 give importance to brand. So price and 7rand
matter a lots or the costumers. :nd the! are also
want best brand in best price.
3.1
-
7/26/2019 lg final project.docx
18/31
1. : majorit! o customers preer to bu! rom
showrooms. ;er! less proposition o customers bu!s
rom E%hibitions.
2. 460 customers are preer to b! rom the showrooms
because the showrooms are more convenient to
customers the! also thin" that these shops give more
discounts.
3. -eople are less interested to bu! rom the e%hibition
the! onl! visit the e%hibition or price +uotation o
the product and the comparison o the product.
Q.4.Hou preer to bu! rom the same as !ou have
mentioned in Q.3 because o ollowing reasons
:ttractive -rice
Service
)emonstrations
OAers
-
7/26/2019 lg final project.docx
19/31
Inference
1.Customers bu! rom showrooms because o the
service and convenience. These are two main
actors.
2.Customers are preerred to bu! rom the showroombecause o the! thin" that these convenient store
ma! provide good ater sell service.
3.Customer also thin"s that there is more chance to
bargain and the! can get more discounts in these
showrooms.
4.-rice also a actor that attract the customer in these
showrooms.
Q..'hich consumer durable !ou have and o which
brand(
CT;
-
7/26/2019 lg final project.docx
20/31
LC)
-L:S#:
EF
'#
#'
:C
Inference
,n CT; section ma%imum customers have Onida& in LC)
Son! is the leader& ,n plasma 7-L is the leader& ,n e LG
is the leader& #' LG is the leader. ,n '# there are
companies and in :C also.
Q.5. *ow re+uentl! !ou change !our consumer durables(
-
7/26/2019 lg final project.docx
21/31
1=3 !ears
3= !ears
=1/ !ears
#ore than 1/ !ears
IN/"/NC/
1.Customers preer to change consumer durableswithin =1/ !ears. ,n ,ndia people do not change
consumer durable re+uentl!.
2. 230 customers do not change their consumer
durable within 1/ !ear.
3. ,t represent that ,ndian consumer do not preer to
change their consumer durable re+uentl!.
-
7/26/2019 lg final project.docx
22/31
Q.6.)o !ou preer an! $nancing scheme to purchase
consumer durables(
Hes
No
IN/"/NC/
#ajorit! o customers do not preer an! $nancial
scheme.
-
7/26/2019 lg final project.docx
23/31
(I:IT&TIONS
Ever! stud! has certain limitations. ,n m! stud!& also
there were certain limitations& which , could not able to
solve.
1. The research was conducted in a ver! small area.
2. #! research wor" period witness the biggest ups and
downs in product sale o diAerent brands& which
aAected the perception o the customer. This was
biggest drawbac" o m! stud!.
3.Time actor was also important or me. , had onl! 5/
da!s to complete m! research& or which a ull=
Iedged report was insucient or me.
4.The customer $lled the +uestionnaire mostl! in
careless manner& so it was dicult to ma"e them
hold or time.
. , had onl! ound the upper=middle class amil! to $ll
up the +uestionnaire& but generall!& an average
middle class amil! was re+uired or the stud!.
-
7/26/2019 lg final project.docx
24/31
5. The sample si8e is also ver! small which represent
m! research on consumer behavior.
#! stud! is not recogni8able in whole ,N),: as
well as outside anchi due to the above limitations and
less area coverage.
S9;;/STIONS
1. E%hibitions do not help to generate so much sells but
the! should be conducted regularl!. This helps in
generating awareness regarding the product in
customers which ultimatel! helps in sales.
2.:lso it is helps in advertising or the new products.
Li"e in this e%hibition new LC) SC&"(/T was
advertised. Compan! should alwa!s ocus on service.
3.)ispla! share should be increased where there is lessthan /0 as LG also believes that O 5I6T& &I
7O -I6T& &I8.
-
7/26/2019 lg final project.docx
25/31
4. Compan! should tr! to improve service. No doubt the
compan! products have technicall! edge over
competitors but in long run it ma! hamper the
compan!s pro$t.
.Compan! should concentrate more on its major
drivers LC)& ,T& and GS#. 7randing and promotions
should be done eAectivel! as it creates a long lasting
image in the mind o customers.
%.Compan! should also cater to the needs o sub
dealers as some o the sub dealers have potential o
high sales.
CONCLS,ON
-
7/26/2019 lg final project.docx
26/31
LG aces stiA competition rom the #ar"et leader
Samsung and closest rival Son!. ,t is because the! are not
able to create reliable brand image among their
customers. The! need to ocus on developing their
products that can give better e%perience to their
consumer.
From the surve!& it is seen that LG is onl! able to
somewhat satis! their costumers rom their products.
The! need to create a great sense o jo! in their
customers b! oAering unmatched product eatures and
service that will ma"e their customers lo!al to the brand
and this will greatl! help LG in increasing its mar"et
share.
LGs product prices are in comparison with its leading
competitors. The problem is that consumers do not thin"
that LG has that much value and hence preer to bu!
other brands. LG need to oAer more competitive pricing
and better promotions to sell their televisions better.
-
7/26/2019 lg final project.docx
27/31
,9/STIONN&I"/
Q1. *ave !ou purchased an! consumer durable during
E%hibitions(
a@Hes
b@No
Q.2'hile purchasing consumer durable which parameter
inIuences !ou(
a@-rice
b@-roduct eature
c@7rand
d@Service
e@)urabilit!
Q3. From where !ou preer bu!ing consumer durables
a@E%hibitions
-
7/26/2019 lg final project.docx
28/31
c@ Showroom
Q.4.Hou preer to bu! rom the same as !ou have
mentioned in Q.3 because o ollowing reasons
a@:ttractive -rice
b@Service
c@ )emonstrations
d@OAers
e@Convenience
Q..'hich consumer durable !ou have and o which
brand(
a@CT; ===================
b@LC) ===================
c@ -L:S#: ===================
)@ EF ===================
-
7/26/2019 lg final project.docx
29/31
E@'# ===================
F@#' ===================
G@ :C ===================
Q.5. *ow re+uentl! !ou change !our consumer durables(
a@1=3 !ears
b@3= !ears
c@ =1/ !ears
d@#ore than 1/ !ears
Q.6.)o !ou preer an! $nancing scheme to purchase
consumer durables(
a@Hes
b@No
-
7/26/2019 lg final project.docx
30/31
-I-(IO;"&
-
7/26/2019 lg final project.docx
31/31