A

Research Project Report

On

“Conceptual Analysis of Consumer Perception Towards Consumer

Durable Product Industry”

Submitted in partial fulfilment of requirement for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

U.P. TECHNICAL UNIVERSITY, LUCKNOW.

ACADEMIC YEAR 2008-2010

[1]

Submitted to : Submitted by: Prof (Dr.) MOHD RAFI(Director, K.I.T, Kanpur) MBA ( IV sem)

Roll no. 0916570030

College of Management Studies12/481, McRobertganj, Kanpur-208001 Ph: 0512-2533092

Acknowledgement

[2]

Project report is one of the important aspect of an M.B.A. student’career. It’s basically the

theory concepts. Thoroughly from this research a student gets acquainted with the latest

technologies and recent development.

I express my deep feeling of gratitude to Prof. (Dr.) M.A. Naqvi (Director CMS Kanpur) for

helping and assisting me in completing research report at every step.

I would also acknowledging the help provided by my all faculty members , friends whom I

love most & all the people who directly and indirectly were connected to this research project

work.

Last but not least, I would like to thank my parents for showering their love and blessing

which gave me internal inspiration.

Thanks to all of you.

(MOHD RAFI)

[3]

PrefaceThe project report is an internal part of the MBA curriculums of Kanpur Institute of

Technology, Kanpur. During the course of research, the researcher is expected to use and

apply their academic knowledge and gain a valuable insight to know the consumer perception

with all its consumption pattern and market complexities.

During the course of research, I did a comparative study of various aspects of the consumer

perception and their inter-relationship.

I have systematically carried out a survey on the market for analyzing the consumer

perception towards LG and Whirlpool refrigerators that includes:

Consumer’s perception towards refrigerator.

Consumer’s satisfaction towards refrigerator.

This is prepared to make a report on the perception of consumer and preference regarding the

LG refrigerators.

This report would help in generating the LG brand awareness in the market as well as in

consumer’s mind.

In this report I have put my great effort to compile the data with utmost accuracy and give our

view to the best of our judgements.

[4]

Table of Content

Acknowledgement -------------------------------------------------------------------- II

Preface -------------------------------------------------------------------- III

1 CHAPTER- 1 (About LG)

1.1 Company Profile -------------------------------------------------------------------- 04

1.2 Vision -------------------------------------------------------------------- 11

1.3 Growth Strategy -------------------------------------------------------------------- 13

1.4 Brand Identity -------------------------------------------------------------------- 23

1.5 Slogan -------------------------------------------------------------------- 24

1.6 LG Products -------------------------------------------------------------------- 27

1.7 LG refrigerators -------------------------------------------------------------------- 34

2 CHAPTER- 2 (About Whirlpool)

2.1 Corporate info -------------------------------------------------------------------- 41

2.2 Vision & Mission -------------------------------------------------------------------- 49

2.3 Brand Ambassadors -------------------------------------------------------------------- 52

2.4 Whirlpool refrigerators -------------------------------------------------------------------- 55

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3 CHAPTER- 3

3.1 Consumer Perception -------------------------------------------------------------------- 60

4 CHAPTER- 4 (Research Methodology)

4.1 Research Methodology -------------------------------------------------------------------- 62

4.2 Problem Identification -------------------------------------------------------------------- 63

4.3 Sample Plan -------------------------------------------------------------------- 64

4.4 Research Objectives -------------------------------------------------------------------- 68

5 CHAPTER- 5

5.1 Findings & Analysis -------------------------------------------------------------------- 69

5.2 Observations & Findings -------------------------------------------------------------------- 80

5.3 Problems & Limitatons -------------------------------------------------------------------- 81

5.4 SWOT Anlysis -------------------------------------------------------------------- 82

5.5 Conclusions -------------------------------------------------------------------- 84

5.6 Recommendations -------------------------------------------------------------------- 85

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6 CHAPTER- 6 (Annexure)

6.1 Bibliography -------------------------------------------------------------------- 86

6.2 Questionnaire -------------------------------------------------------------------- 87

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Executive Summary

The research is conducted in Kanpur in order to find out the feasibility of LG refrigerator and

consumer perception. The topic assign to me is “Comparative study of Consumer

Perception Towards LG & Whirlpool refrigerators”. To start with the survey the first job

is to formulate the objective on the basis of which a proper questionnaire is prepared and then

the data is collected on the basis of Descriptive Research.

As the Descriptive research being conducted by survey in Kanpur city. The survey was being

conducted through the questionnaire.

Reverse to the past time situation now each marketer wants to retain and satisfy their

customers because of intense competition. At present time there are Three models of

refrigerators are present in the market, these are-:

Direct Cool

Frost Free

DIOS side by side

The aim of the project was Comparative study of Consumer Perception Towards LG &

Whirlpool refrigerators. In this competitive field of marketing consumer perception is one of

the essential part of marketing.

[8]

Introduction Marketing is a system is of business activities designed to plan, price, promote and

distribute something of value that is satisfying wants thought goods and services to

the benefits of the market present and potential.

The formulating and effective implementation of any marketing strategy invariably

involves the perfect blending of the 4p’s of the marketing.

With the liberalization of the economy the doors have been opened for global giants

like LG, Samsung, Whirlpool, Videocon etc. Who embraced the entered in the Indian

market.

Therefore any company, LG in this case that aspires to make profit in this crowded

consumer market. It has to make concentrated efforts in the direction of building

mutual trust understanding and confidence with its consumers, product excellence

performance, product services and all the time exceeding consumers expectations is

the mantra for long term profitability.

The perquisite for this is a proper and though understanding of consumer behaviour

towards electronics Durables.

[9]

It is within this brief background, research objectives have been framed it is hoped

that the study in the stated objective will reveal insights into consumer behaviour,

with particularnreference to LG refrigerators.

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General IntroductionThe LG’s refrigerators are the world’s only “preserve nutrition refrigerators”. The

refrigerators of LG are available in three categories-:

Direct Cool Refrigerator Frost Free Refrigerator DIOS side by side Refrigerator

Direct Cool Refrigerator:

The Direct cool Refrigerator of LG is available in size from 170 L to 260 L in Red, Sea grey

and light blue colours.

Frost Free Refrigerators:

LG has launched an exhaustive range of feature rich diamond cut frost free refrigerators

ranging from a capacity of 230L to 751L. The company currently has six variants in 230

liters capacity, four variants in 250L and five variants each in 280L and 310L capacity

respectively.

DIOS side by side Refrigerators:

LG India launched the world’s first TV Refrigerators- TV DIOS with a 13-inch hi-definition

TFT LCD TV installed at the centre of its door. The 600 L TV DIOS also has a built-in radio

tuner providing access to FM stations and is supported by built-in speakers. It has an

astounding silver neon-antibacterial and and non-carbon deodorizing technology which has

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won LG the “KT new technology mark”. LG has a complete range of DIOS with over 30

different model world over.

[12]

[13]

Corporate Overview

Established in 1997, LG Electronics India Pvt. Ltd., is a wholly owned subsidiary of LG

Electronics, South Korea. In India for a decade now, LG is the market leader in consumer

durables and recognised 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.

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 Colour 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 [14]

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.

[15]

Executives

Yong Nam

Vice Chairman & CEO, LG Electronics

Yong Nam was appointed Vice Chairman and CEO of LG Electronics on January 1, 2007. His appointment signifies LG's desire to achieve the status of a highly profitable, technological leader with strong brand power.

Simon Kang

President and CEO / Home Entertainment Company

Young-Ha Lee

President and CEO / Home Appliance Company

Hwan Yong Nho

Executive Vice President and CEO / Air Conditioning Company

B.B Hwang

Executive Vice President and CEO / Business Solutions Company

Skott Ahn

President and CEO / Mobile Communications Company

Seog Won Park

Executive Vice President and CEO / Korea

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Michael Ahn

President and CEO / North America

James Kim

President and CEO / Europe

Choong Bong Cho

Executive Vice President and CEO / China

Young Woo Nam

President and CEO / Asia

Kyung Hoon Byun

President and CEO / China

Ki Wan Kim

Executive Vice President and CEO / Middle East & Africa

Young Chan Kim

Executive Vice President and CEO / CIS

Woo Hyun Paik

President / Chief Technology Officer

David Jung

Executive Vice President / Chief Financial Officer

Dermot J. M. Boden

Executive Vice President / Chief Marketing Officer

Reginald J. Bull

Executive Vice President / Chief Human Resources Officer

Thomas K. Linton

Executive Vice President / Chief Procurement Officer

[17]

Didier Chenneveau

Executive Vice President / Chief Supply Chain Officer

James N. Shad

Executive Vice President / Chief Go-to-Market Officer

Awards & HonorsAs 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

1999No.1 Consumer Durable Company A&M Magazine

Best Marketing Company A&M Magazine

Most Ethieal MNC Business World

Techies Award Best Flat Screen Monitor Computer World 2000

3rd Largest Exporter ESC20012001

Best EmployerBusiness Today/ Hewitt Assts

Best EmployerBusiness Today/ Hewitt Assts 2002

Enterpreneur of the year Ernst & Young

Gold Rating for Environmental Performance CII

2003

No. 1Awareness Award. Business Today

Super Achivers 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

[18]

Most Admired Product - Microwave EFY

2004Award for IT Innovation Business Today

Most Trusted Brand -CD WritersDIGIT/Jasubhai Digital Media

EFY's Electronics Organisation of the Year Award for Television

Electronics for You

2005

Consumer Durable Retailer of the Year ICICI Bank

Excellence in Corporate Leadership & Entreprerenural Spirit

CNBC TV 18

Most preferred Brand- CTV & WMCNBC 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 & ACCNBC Awaaz Consumer Awards

4 P Award : Refrigerator and Air Conditioner 4Ps Power Brand Award

4P Power BrandCNBC 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

Business World Customer Loyalty Survey : Air-conditioner & Refrigerator

Business World & IMRB

2007Top Newsmaker – Consumer DurablesBusiness Today & Cirrus

Most Trusted Brand - TV, AC & HA Super Brands

Reader's Digest Trusted Brands: Platinum Awards- Reader's Digest

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Airconditioner. Gold Awards- LCD TV/Plasma TV, Ref, Washing Machine,PC

EFY Reader's Choice Award For IT & MWO EFY

India's Most Trusted Brands 2007 Brand Equity

4 Ps Business & Marketing : India's 100 Most Valuable Awards

Planman Consulting & ICMR Ranking

Business Leadership Award in Consumer Durable Sector

NDTV

Most Preferred Brand -CTVs, ACs, Ref.and Washing Machines

CNBC

Loyalty Awards - Customer and Brand Loyalty in the Consumer Durables Sector

India Times- Mindscape with Savile-Row

2008

Avaya Global Connect Customer Responsiveness Awards

ET Avaya Awards

EFY Reader's Choice Awards 2008 -Microwaves EFY

Smart Living Awards -TV, AC, Microwave & Washing Machine

360 degrees, Times of India

Brand for Excellence 2008 VAR India

Reader's Digest Trusted Brand : Platinum Awards -AC. Gold Awards - LCD TV /Plasma TV,Ref, PC

Reader's Digest

Most Preferred Brand- Consumer Electronics and Home Appliances

CNBC Awaaz Consumer Awards

Most Admired MNC in India 4P’s Award

[20]

VisionLG 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.

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A Future Vision of LG

Vision:

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To be the best global company.

Philosophy:

To compete in the international market with a global mind set.

Maximize value for customers, employees and shareholders.

Pursue the best in the class through management by principle.

Contribute to society though good “corporate citizenship”.

Initiatives:

Redesign business portfolio.

Developnew strategic business.

Globlization.

Acquire promising differentiated technology.

Cultivate high performing leaders.

Corporate Culture:

Empowerment and boundary less.

Growth Strategy[23]

Fast Growth:

Fast growth is the result of strategies designed to expand the market size and earnings

quickly, in the progress improving the growth rate in terms of monetary value rather than

quantity.

Fast Innovation:

Fast innovation involves setting extremely high innovation goals and securing a competitive

edge, aiming for targe of 30% more than what our competitors can do. Fast innovation also

means 30% more sales and improvement in our market share, new product development and

unveiling these 30% faster, developing technology and establishing corporate value three

years ahead of our competitors.

Core Capabilities

Product Leadership:

Refers to the ability to develop creative, premium products through specialized new

technologies.

[24]

Market Leadership:

Refers to the ability to achieve the “LG brand is No. 1” goal backed by its formidable market

presence worldwide.

Product Leadership:

Refers to talented people who perform excellently by internalizing and practicing

innovations.

Corporate Culture:

Though a company implements perfect management strategies and boasts of outstanding and

talented people, it should have an appropriate corporate culture to unleash the power of these

capabilities.

No Excuses:

We foster a corporate culture whereby we suggest an alternative before saying “no” and work

hard towards fulfilling our goals.

We, not ‘I’:

We pursue a corporate culture whereby we embrace strong teamwork.

Fun Workplace:[25]

We create a workplace where individual’s creativity and freedom are respected and working

is made fun.

History/Corporate Milestones of

LG

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

  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 Internetenabled washing machine, air conditioner,and microwave oven launched LG.Philips Displays, a joint venture

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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

1980First EU sales subsidiary in Germany (LGEWG) established

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

with Philips established

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 LCDTVs, commercialized The world’s largest and first 71-inch Plasma TV commercialized The world’s first terrestrial DMB phone developed Developed Wireless SpeakerHome Cinema System

2005The world’s first DMB notebook commercialized The world’s slimmest TV commercialized The world’s largest102-inch Plasma TV developed LG and Nortel Networks agreed to establish a joint venture for

[27]

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

1999LG.Philips LCD established

telecommunication network equipment Satellite-based DMB phonecommercialized 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 theworld'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

2007 Launches the industry's first dual-format, high-definition disc player and drive Launches 120Hz Full HD LCD TV Demonstrated the world-first MIMO 4G-Enabled technologies with 3G LTE Won contract for GSMA's 3G campaign

2008 Introduces new global brand identity: "Stylish design and smart technology, in products that fit our consumer's lives."

[28]

[29]

Management By Principles

The starting point for LG Electronics' business pursuits lies in the company's commitment to

society and to developing new ideas. LG Electronics' "Management by Principles" embodies

our high ethical standards of doing business in a transparent and honest manner.

As LG continues to develop as a global leader, its strength will continue to be derived

through this pursuit of a greater good, while upholding the fundamentals of cooperation,

mutual trust, and respect for the free market economy.

The LG Way

"Management by Principle" ("Jeong-do" Management) is the ethical code LG abides in all its

affairs-aiming to succeed through fair management practices, and constantly striving to better

our business skills.

Sustainability Management

System

"Creating value for customers" and "respect-based

management" have long been the principles behind LG

Electronics' management activities-aiming, in sum, to

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promote the basics of sustainable corporate management. Moving forward, these two

philosophies will continue to provide a framework for our corporate style.

LG Electronics has established four basic methods to achieve corporate sustainable

management.

Firstly, LG Electronics continually assesses new ways to develop its organization and

systems-and to strengthen its internal competencies-so that the three focal points of

sustainable management: economic profitability, eco- friendliness, and social responsibility,

can be assured.

Secondly, LG Electronics systematically manages risks by identifying and closely monitoring

both financial and non-financial concerns, such as the environmental and social issues of

domestic and international businesses.

Thirdly, LG Electronics monitors communication channels with heightened analysis relating

to the parties concerned, reflecting their opinions and requests more effectively.

Finally, LG Electronics intends to build global leadership by using its brand strategies in

connection with corporate sustainable management activities.

Through such activities, LG Electronics will continue to yield strong results-economic,

environmental and social-a company duly trusted and respected by its customers.

[31]

[32]

Corporate Management SystemLG Electronics' advanced corporate governance scheme is centered around its professional

management personnel and board of directors, establishing straightforward and transparent

management practices while maximizing the company's shareholder and corporate values.

[33]

Stakeholder Communication

Overview:

LG Electronics sustains business relations with various national and international parties-

making every effort to identify and address the opinions and needs of all parties, the results of

which are reflected by transparent management decisions.

Likewise, LG Electronics cares for its community-a community of customers and business

partners around the world without whom LG Electronics would cease to exist.

Employees

LG Electronics employs talented people, who thrive on challenging themselves; those with a

mind for business and a creative attitude-a combination that

produces top results. LG values the dedication of its hard-working

employees, aware that its competitive edge is sustained by

fostering talent and selecting the best people for every given job.

Customers

LG Electronics endeavors to run a customer-oriented service system by rigorously training

service engineers and implementing a customer-oriented Service

Evaluation System focused on achieving complete customer

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satisfaction. By making customers our first priority-the reason and purpose behind our work-

we put ourselves in the customers' shoes.

Business Partners

In a bold initiative to encourage fair and free competition, LG worked hard to implement the

"Fair Trade Self-Compliance Program," while continuing to trade

with competitors and vendors; supporting activities for the growth

and improvement of affiliated small- and medium-size businesses;

and running the LG Green Program for environmentally friendly management.

[35]

Brand Identity

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.

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The Slogan

Life’s Good“LIFE'S GOOD" REPRESENTS LG'S DETERMINATION TO PROVIDE

DELIGHTFULLY SMART PRODUCTS THAT WILL MAKE YOUR LIFE GOOD.

Our slogan, 'Life's Good' best expresses our brand's values, promises, benefits and

personality. It is an ultimate expression for what our brand stands for and what we strive to

deliver continuously. LG's delightfully smart products will make your life good.

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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.

[38]

SymbolTHE FACE OF THE FUTURE. FIND OUT ABOUT THE MEANING AND

INSPIRATION BEHIND LG'S LOGO DESIGN.

The letters "L" and "G" in a circle symbolize the world, future, youth, humanity, and

technology. Our philosophy is based on Humanity. Also, it represents LG's efforts to keep

close relationships with our customers around the world.

The symbol consists of two elements: the LG logo in LG Grey and the stylized image of a

human face in the unique LG Red color. Red, the main color, represents our friendliness, and

also gives a strong impression of LG's commitment to deliver the best. Therefore, the shape

or the color of this symbol must never be changed.

Design

The circle symbolizes the globe. The stylized image of a smiling face in the symbol conveys

friendliness and approachability. Overall, LG’s symbol represents the world, future, youth,

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humanity, and technology.

One eye

Goal-oriented, focused, confident.

Upper- right hand space

Intentionally left blank and asymmetric, which represents LG's creativity and adaptability to

changes.

Colors

LG Red, the main color, symbolizes friendliness, and also gives a strong impression of LG's

commitment to be the best. LG Grey represents technology and reliability.

[40]

Products

LG Mobile Phones-:

Cookie Pep

Everything you need. Nothing you don't. Introducing the coolest new

LG Cookie PEP. It comes loaded with everthing you need making it the

best way to share photos, videos, music and post your status updates

24x7.With one-touch SNS, get closer to your friends.

COOKIE

Join the touch generation. Seamless harmony of stylish design and

advanced technology. Powerpacked with 3.0" full touch LCD screen,

auto rotating display, active flash UI, full internet browsing and much

more.

LG6300 CDMA

The new LG6300 CDMA music phone. Enjoy the freedom of choosing

your preferred CDMA network with features like 2.1 channel Active-

Sub Woofer & Side Stereo Speaker's incredible sound

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KF510

Interactive Touch Lighting Navigation, 3MP Camera, 2.2" 262K Colour TFT

display, FM/BT , 10.9mm Slim Slider

.

GW300

LG GW300's QWERTY keypad lets you text faster & easier converting

messaging into just another way to communicate and the unique

LiveSquare makes experience as rich & fun as talking to friends.

KM380T

Ultimate Portable Music phone with i-pod like music sorting, searching,

rating with long battery life for extended music playback time.

[42]

Air Conditioners

The New AC range of LG is par excellence on design front. The new flat panel splits

designed on the international trends in Air-conditioning

addressing the need of the consumer to enhance his indoor

aesthetics. The Deco Panel Series, Color Panel Series & the

Crystal Panel Series raise the bar on design in ACs. Being the

first to successfully launch Colored ACs in India, the new split range has a variety of colors

in Champagne Gold, Majestic Silver, Cool Blue, Real Earth & Lustrous Pink to suit every

indoor & mood. LG is also the first one to launch colour series in Window ACs. The

Luxurious Gold & Majestic Silver Windows is bound to raise many eyebrows.

Split ACs is the fastest growing segment for LG. This window split divide for us will be far

higher than the industry ratio, at 40:60. We have 115

models in our lineup: 28 models in Splits, 28 models in

Windows, 8 in Hot & Cold Segment, 3 in Floor standing, 7

in Multi Splits & 32 models in Premium Artcool range & 6

models in Single Inverter Range, 3 models in Multi Inverter Range. We have also expanded

our range to cover all capacity segments from 0.4Tr to 2.5 Tr . We have created new capacity

segments such as the 13000 BTU, 19000 BTU & 30000 BTU SAC addressing the need of

consumer for extra cooling in high ambient locations to provide instant relief.

[43]

Washing MachinesLG’s Top loading range of fully automatic washing machines comes equipped with the

revolutionary i Sensor technology. The i-Sensor technology is a combination of 7 sensors

against the normal 4 present in other machines, which delivers a supreme wash. The

hardness, detergent and temperature sensors are the additional

sensors. 7-water level sensors help in power saving of upto 15%

more than regular washing machines. LG also displayed its

Turbodrum and 3 step wash range of machines which delivers best

towards washing and rinsing performance. The washing machines

also come with safety features such as imbalance and door lock

sensor with child-lock feature. The machines are equipped with self

tub clean system for better hygiene . All these superb features

enable washing that offers tangle free clothes, less wear and tear

and complete yet gentle cleaning .

Aesthetically very appealing, LG Washing Machine has stylish

European looks which is a unique blend of eye-catching design,

user-friendly controls and digital as well as window display. The

FRONT LOADING Washing Machine range comes in four colors,

making LG the only company in India to offer so many color options.

[44]

LG Microwave Ovens

LG has launched their high end microwave ovens SolarDOM and WaveDOM. The LG

SolarDOM is currently the world’s best microwave oven with its

unique Light wave Technology which enables three times faster

cooking, high nutrient retention, better energy efficiency (50% saving)

and high convenience levels. The Round Cavity design makes it easy to clean and at the same

time saves space. It has a Indian Auto Menu option, Multi Rotisserie grill and Smart Guide

Display. Consumers also have an option of getting an installation kit if they have built-in type

of kitchens.

LG Notebooks

LG has launched two Premium state-of-the-art notebooks based on the latest Intel’s Napa

platform with dual CPU cores, developed in INDIA by Intel. Dual cores combine two cores

in a computer’s CPU to deliver a 30 per cent better performance when processing

multiple tasks. These two LG Notebook models are LG P1 Express Dual

and LG M1 Express Dual with 15.4 inch wide-screen and 15 inch TFT

respectively.

These Notebooks from LG are a unique combination of design, performance,

entertainment and security. These LG Express Dual-core processor based Notebooks are

[45]

exquisitely designed to give the users the experience of handling a sleek, gorgeous and

technologically rich notebooks.

LG Audio

LG now has a comprehensive lineup of 17 products to offer to its consumers in the Audio

segment, making it one of the largest line-ups in the audio market.

LG’s Audio range comprises of the most progressive range of wireless MP4 Home Theatres,

MP3 Home Cinema Systems and Room Theatre Systems. LGEIL has one of the widest

product portfolios in Audio category at the moment and further plans to enhance the portfolio

with a slew of futuristic launches. LG Audio systems come equipped

with wireless speaker systems, which works on 2.44 GHz frequency,

which is far superior technology than offered by any other company in

India. The highlight of LG audio segment is the Next Gen Karaoke

System (NKS) developed by the company.

LG Vacuum

CleanerLG presents its unique range of “Healthguard” Vacuum Cleaners

[46]

packed with advanced features which make them the most powerful vacuum cleaners. The

advanced technology in them can draw out dirt and germs from the difficult places. It not

only rids the surfaces of dust particles as small as 0.3 microns but cleanses the air of germs,

mites and other harmful microbes.

It’s unique HEPA Filter is a multi layer filtration system which removes particles 300 times

smaller than human hair. The Sani Punch nozzle, specially designed for cleaning beds and

blankets uses air pressure to dislodge the toughest of dust mites and bacteria. is the 1300W-

1400W power behind the machines. It also has a convenient auto-retractable cord and a

washable dust collection jar. LG Healthguard Vacuum Cleaners comes in range of 4 models –

Roboking, Cyking, Extron punch, Spark and Sweeper.

[47]

Direct cool refrigerators

[48]

Model : GL-281FEG5

Capacity : 270 litres

5 Star RatingFastest Ice MakingWorks Without StabilizerStylish Blossom PatternEgg cum Ice TrayBeauty 'n' Care BoxFreeze 'n' Cook BoxCell Fresh CrisperVita Plus

Color:Silk Blossom

MRP: Rs 15500

Model : GL-245FEDG5

Capacity : 235 litres

5 Star RatingFastest Ice MakingWorks Without StabilizerStylish Blossom PatternEgg cum Ice TrayBeauty 'n' Care BoxFreeze 'n' Cook BoxCell Fresh CrisperVita Plus

Color:Silk Blossom, Pink Blossom

MRP: Rs 15250

Model : GL-281FM5

Capacity : 270 litres

5 Star RatingFastest Ice MakingWorks Without StabilizerEgg cum Ice TrayBeauty 'n' Care BoxCell Fresh CrisperAnti Bacteria Door Gasket

Color:Royal Red, Cosmic Inox

MRP: Rs 15000

Model : GL-241SADG5

Capacity : 230 litres

5 Star RatingFastest Ice MakingOpen Door AlarmBase Stand with DrawerToughened Glass ShelvesCell Fresh CrisperLarge Veg TrayBase Stand with DrawerART VCM Finish

Color : Crimson Modern, Pink Modern, Traditional Silver

MRP: Rs 14650

Model : GL-245FTD5

Capacity : 235 litres

5 Star RatingFastest Ice MakingWorks Without StabilizerEgg cum Ice TrayBeauty 'n' Care BoxFreeze 'n' Cook BoxCell Fresh CrisperVita Plus

Color:Marine Tango

MRP: Rs 14050

Model : GL-245FM5

Capacity : 235 litres

5 Star RatingFastest Ice MakingWorks Without StabilizerEgg cum Ice TrayBeauty 'n' Care BoxCell Fresh CrisperAnti Bacteria Door Gasket

Color:Royal Red, Cosmic Inox

MRP: Rs 13650

[49]

[50]

Model : GL-225FADG5

Capacity : 215 litres

5 Star RatingFastest Ice MakingWorks Without StabilizerEgg cum Ice TrayBeauty 'n' Care BoxFreeze 'n' Cook BoxCell Fresh CrisperVita Plus

Color:Crimson Modern, Lotus Pink

MRP: Rs 13350

Model : GL-211SADG5

Capacity : 200 litres

5 Star RatingFastest Ice MakingOpen Door AlarmToughened Glass ShelvesBase Stand with DrawerCell Fresh CrisperLarge Veg TrayART VCM Finish

Color : Crimson Modern, Pink Modern, Traditional Silver

MRP: Rs 13050

Model : GL-225FDD5

Capacity : 215 litres

5 Star RatingFastest Ice MakingWorks Without StabilizerEgg cum Ice TrayBeauty 'n' Care BoxFreeze 'n' Cook BoxCell Fresh CrisperVita Plus

Color: Wooden Tango, Crimson Tango

MRP: Rs 12650

Model : GL-225FTD5

Capacity : 215 litres

5 Star RatingFastest Ice MakingWorks Without StabilizerEgg cum Ice TrayBeauty 'n' Care BoxFreeze 'n' Cook BoxCell Fresh CrisperVita Plus

Color: Pink Tango, MarineTango

MRP: Rs 12450

Model : GL-195SADG5

Capacity : 185 litres

5 Star RatingFastest Ice MakingOpen Door AlarmToughened Glass ShelvesBase Stand with DrawerCell Fresh CrisperART VCM

Color : Crimson Modern, Pink Modern, Traditional Silver

MRP: Rs 12100

Model : GL-195SMDG5

Capacity : 185 litres

5 Star RatingFastest Ice MakingOpen Door AlarmToughened Glass ShelvesBase Stand with DrawerCell Fresh Crisper

Color : Light Inox, Blue Lagoon

MRP: Rs 11200

Frost Free Refrigerator

[51]

Model : GR-M712YTQ

Capacity : 604 litres

Green Ion Door Cooling TechnologyExternal MicomChild LockConvertible Veg BoxOpti FreshVitamin PlusOne Touch Twist Ice TrayCatechin DeodorizerCell Fresh CrisperHumidity ControllerAnti Bacteria Door GasketFreezer LampVCM Door Finish

MRP: Rs 60000

Model : GR-B652YLS

Capacity : 559 litres

Multi Airflow Cooling TechnologyExternal MicomWater DispenserChild LockConvertible Veg BoxOpti FreshVitamin PlusIce@DoorPower DeodorizerCell Fresh CrisperHumidity ControllerAnti Bacteria GasketFreezer Lamp

MRP: Rs 55000

Model : GL-548YTX4

Capacity : 491 litres

4 Star RatingGreen Ion Door Cooling TechnologyExternal MicomConvertible Veg BoxOpti FreshVita LightIce@DoorCatechin DeodorizerCell Fresh CrisperHumidity ControllerAnti Bacteria Door GasketFreezer LampVCM Door Finish

MRP: Rs 48500

Model : GL-528YTX4

Capacity : 466 litres

4 Star RatingGreen Ion Door Cooling TechnologyExternal MicomConvertible Veg BoxOpti FreshVita LightIce@DoorVita KitCatechin DeodorizerCell Fresh CrisperHumidity ControllerAnti Bacteria Door GasketFreezer LampVCM Door Finish

MRP: Rs 45500

[52]

Model : GL-338VA5

Capacity : 320 litres

5 Star RatingStabilizer Free OperationGreen Ion Door Cooling Technology.Convertible BoxFreezable Microwave Box.Beauty & CareVitamin Plus Egg Cum Ice Tray.Catechin DeoderizerCell Fresh Crisper Humidity ControlllerAnti Bacteria Door Gasket

Colour : Ruby Temptation, Hazel Temptation,Silver Temptation

MRP: Rs 24100

Model : GL-335VM5

Capacity : 320 litres

5 Star RatingStabilizer Free OperationDoor Cooling TechnologyVitamin Plus Cell Fresh Crisper Humidity ControllerAnti Bacteria Door GasketConvertible BoxFreezable Microwave Box.PCM Door Finish

Colour : Light Inox ,Mid Night Dazzle

MRP: Rs 22800

Model : GL-278VT5

Capacity : 260 litres

5 Star Rating. Stabilizer Free Operation.Catechin Deodorizer.Green Ion Door Cooling Technology.Convertible Box Freezable Microwave Box.Beauty & Care .Vitamin Plus.Egg Cum Ice Tray.Cell Fresh Crisper.Anti Bacteria Door Gasket.Metallic Tango Door Finish

Colour : Blue Tango , Pink Tango

MRP: Rs 18800

Model : GL-255VM5

Capacity : 240 litres

5 Star Rating. Stabilizer Free Operation.Door Cooling Technology.Vitamin PlusFresherizer with Silver IonsCell Fresh CrisperHumidity ControllerAnti Bacteria Door GasketConvertible Veg BoxPCM Door Finish

Colour : Light Inox , Mid Night Dazzle , Fantasy Blue

MRP: Rs 16300

Side By Side Refrigerator

[53]

Model : GR-G287STW

Capacity : 795 litres

15" LCD Screen and Water & Ice dispenserExterior LCD - Touch PanelIce Beam Door Cooling TechnologyEight Digital SensorsMiracle Zone & Magic Crisper Express Freezing, Child Lock & Door Alarm Wine Rack

MRP: Rs 225000

Model : GR-P267ZGB

Capacity : 721 litres

Home Bar and Water & Ice dispenserExterior LCD - Touch PanelIce Beam Door Cooling TechnologyEight Digital SensorsMiracle Zone & Magic Crisper Express Freezing, Child Lock & Door Alarm Wine Rack

MRP: Rs 150000

Model : GC-P227LGBB

Capacity : 567 litres

Home Bar and Water & Ice dispensarExterior LCD - Touch PanelIce Beam Door Cooling TechnologyEight Digital SensorsMiracle Zone & Magic CrisperExpress Freezing, Child Lock & Door AlarmWine Rack

MRP: Rs 110000

Model : GC-L217FVQ

Capacity : 567 litres

Taller Water & Ice dispenserGreen LED DisplayMulti AirflowSeven Digital SensorsMagic Crisper/ Snack Corner Bio Shield & Clean line DesignWine Rack

MRP: Rs 70000

[54]

Model : GC-P227LGBW

Capacity : 567 litres

Home Bar and Water & Ice dispensarExterior LCD - Touch PanelIce Beam Door Cooling TechnologyEight Digital SensorsMiracle Zone & Magic CrisperExpress Freezing, Child Lock & Door AlarmWine Rack

MRP: Rs 115000

Model : GR-P267BTB

Capacity : 721 litres

Home Bar and Water & Ice dispenserExterior LCD - Touch PanelIce Beam Door Cooling TechnologyEight Digital SensorsMiracle Zone & Magic Crisper Express Freezing, Child Lock & Door Alarm Wine Rack

MRP: Rs 120000

Model : GC-B217WLQ

Capacity : 581 litres

Green LED DisplayMulti AirflowFive Digital SensorsMagic Crisper/ Snack CornerBio Shield & Clean line DesignWine Rack

MRP: Rs 60000

Model : GC-B217WVQ

Capacity : 581 litres

Green LED DisplayMulti AirflowFive Digital SensorsMagic Crisper/ Snack CornerBio Shield & Clean line DesignWine Rack

MRP: Rs 57000

[55]

Corporate info

Whirlpool, right from its inception in 1911 as first commercial manufacturer of motorized

washers to the current market position of being world's number one manufacturer and

marketer of major home appliances, has always set industry milestones and benchmarks. The

parent company is headquartered at Benton Harbor, Michigan, USA with a global presence in

over 170 countries and manufacturing operation in 13 countries with 11 major brand names

such as Whirlpool, KitchenAid, Roper, Estate, Bauknecht, Laden and Ignis. The company

boasts of resources and capabilities beyond achievable feat of any other in the industry.

Whirlpool initiated its international expansion in 1958 by entering Brazil. However, it

emerged as truly global leader in the1980's. This encouraging trend brought the company to

India in the late 1980s. It forayed into the market under a joint venture with TVS group and

established the first Whirlpool manufacturing facility in Pondicherry.

Soon Whirlpool acquired Kelvinator India Limited in 1995 and marked an entry into Indian

refrigerator market as well. The same year also saw acquisition of major share in TVS joint

venture and later in 1996, Kelvinator and TVS acquisitions were merged to create Indian

home appliance leader of the future, Whirlpool India. This expanded the company's portfolio

in the Indian subcontinent to washing machines, refrigerator, microwave ovens and air

conditioners.

[56]

Today, Whirlpool is the most recognized brand in home appliances in India and holds a

market share of over 25%. The company owns three state-of-the-art manufacturing facilities

at Faridabad, Pondicherry and Pune. Each of these manufacturing set-ups features an

infrastructure that is witness of Whirlpool's commitment to consumer interests and advanced

technology.

In the year ending in March '09, the annual turnover of the company for its Indian enterprise

was Rs.1,719 Crores.

The company's brand and image speaks of its commitment to the homemaker from every

aspect of its functioning. It has derived its functioning principles out of an undaunted

partnership with the homemakers and thus a slogan of “You and whirlpool, the world's best

homemaker” dots its promotional campaigns. The products are engineered to suit the

requirements of ‘smart, confident and in-control' homemaker who knows what she wants.

The product range is designed in a way that it employs unique technology and offers

consumer relevant solutions.

[57]

Board of Directors Arvind Uppal (Chairman & Managing Director)

Robert Lawrence Mink

Mr. Sanjiv Verma

Vikas Singhal

S.J. Scarff

Anand Bhatia

Audit Committee Anand Bhatia, Chairman

S.J. Scarff

Robert Lawrence Mink

Mr. Sanjiv Verma

Directors Remuneration Committee

Anand Bhatia, Chairman

S.J. Scarff

Robert Lawrence Mink

Investors Grievance Committee

Anand Bhatia, Chairman

Arvind Uppal

Vikas Singhal

Share Transfer Committee

Mr. Anil Berera

Mr. Ravi Sabharwal

Mr. Vinay Kumar

Mr. Anish Duggal

[58]

History

2007: Received the 2007 Cause Marketing Golden Halo Award for Business, America's

highest honor for companies and organizations that give back to the community through

creative and effective cause marketing campaigns

2006: Whirlpool Corporation acquires Maytag and become the Worlds largest white goods

company.

2006: Honored with the 2006 National Award for Ethics & Values from the Confederación

de Cámaras Industriales de los Estados Unidos Mexicanos .

2005: Received the 2005 American Business Ethics Award, which honors companies that

exemplify high standards of ethical behavior in their everyday business conduct.

2003: A new mission statement of "Everybody creating loyal customers for life" was

adopted.

2002: The Aircon range was successfully launched and the Whirlpool of India acquired

6% market share.

2001: Whirlpool India registered profit & sold 1.2 million appliances. It also achieved the

No.1 position in DC & FA.

2002: The ' Whirlpool Strategic Architecture ' was launched as a framework to achieve the

vision. The revenues of Whirlpool Corp. soared to $10.5 Billion.

1999: Whirlpool of India crossed the milestone of 1 million sales of appliances.

[59]

1998: This year gave birth to a new company vision that says, "Every Home Everywhere

with Pride, Passion & Performance."

1996: Whirlpool Washing Machines Ltd. and Kelvinator India Ltd. merged together to

form Whirlpool of India Ltd.

1995: Whirlpool Corp. acquired majority of stake in the TVS Whirlpool Ltd. The DC

manufacturing facility of Kelvinator India was also acquired.

1993: First time Whirlpool became the No.1 stand-alone brand in UK, Ireland, Netherlands

and Belgium

1991: The company introduced and committed globally to its Worldwide Excellence

System, which is a TQM program dedicated to exceeding customer expectations. The

vision to globalize 'Whirlpool Corp'. was realized in the same year.

1990: Company established joint venture with Matsushita Electric Company of Japan to

produce vacuum cleaners for the North American market.

1989: This was a historic year since the revenues catapulted to heights of over $6 Billion

mark. Also, the joint venture with N.V.Philips of Netherlands called Whirlpool Europe

B.V. was formed to manufacture and market appliances in Europe.

1987: Whirlpool tied-up with Sundaram Clayton Ltd. of India to form TVS Whirlpool Ltd.

1986: The 'Kitchen Aid' division of Hobart Corporation was purchased.

1978: Within a decade company doubled its feat of $1 Billion mark and reached the $2

billion revenue level.

[60]

1968: The Elisha Gray II Research & Engineering Center was completed in

BentonHarbor . In the same year the company's revenues crossed the legendary $1 Billion

mark for the first time.

1958: The company moved out of country for the first time and invested in Brazilian

appliance market through purchase of equity in Multibras S.A.

1957: The company was rechristened as ' The Whirlpool Corporation.'

1948: First 'Whirlpool' brand automatic washer with dual distribution was introduced. It

included two product lines one each was distributed through Sears and Nineteen Hundred.

1929: Upton Machine Company merged with Nineteen Hundred Washer Company of

NewYork .

1916: First order of washers was sold to Sears, Roebuck & Co.

1911: Louis Upton founded the Upton Machine Company in this year to produce motor-

driven wringer washers.

1908: The first Automatic washer was launched to public in late 1908, by 1900

Corporation which in 1911 was renamed to Upton Machine Company.

[61]

Awards & HonorsWhirlpool honored with two if product design awards 2009 for glamour oven and greenkitchen design concept

Whirlpool Corporation has been hon

[62]

ored with two iF Product Design Awards 2009, r

[63]

espectively, for the Whirlpool Glamour Oven a

[64]

nd for GREENKITCHEN, a kitchen eco-system d

[65]

esign concept. The announcement was made in N

[66]

ov 08 by the iF Industrie Forum Design GmbH., a

[67]

nd represents GREEN Kitchen's second desig

[68]

n award in the past two months, following its Go

[69]

ld SPARK Award, won in October 2008.

[70]

2009: Whirlpool was voted Product of the Year and received the award for

the 'Best Innovative Product' in the popular refrigerators category. This was

based on 40,000 consumers across 36 towns in India voting Whirlpool Frost

Free Refrigerators with 6th sense as the Best Innovation in the Popular

Refrigerator Category.

2009: Hewitt ‘Best Employers in India’ 2009 Study

2009: Named one of the “100 Best Corporate Citizens” by Chief

Responsibility Officer (formerly Business Ethics) magazine in 2009 and from

2000-2007

2008: Included in the Dow Jones Sustainability,

FTSE4Good and KLD Global Sustainability Indexes,

three of the world’s most comprehensive reviews of

sustainable business practices

2008: Whirlpool brand was named one of the 10 top greenest brands by U.S. consumers,

according to a 2008 BrandWeek magazine survey.

2008: Named one of the “2008 World’s Most Ethical Companies” by

Ethisphere magazine

[71]

2008: Whirlpool OF India” was awarded the NDTV Profit Business &

Leadership Award 2008 for “The Best Consumer Durables Company.

2008: The year 2008-09 saw Whirlpool India achieve great milestones in our attempt to be

an “Employer Of Choice”.

2008: The Business Today - Mercer -TNS Study – 2008. ‘Top 20 Best

Companies to work for in India’

[72]

Vision & Mission

Our pervasive vision, “Every Home, everywhere, with pride, passion and

performance”, rests on the pillars of innovation, operational excellence, customer-

centric approach and diversified talent. These are embedded within our business

goals, strategy, processes and work culture.

Be it our products that are the result of innovation and operational excellence to meet

every need of our consumers or the people behind these products that come from a

wide spectrum of backgrounds, everything we do features a distinct Whirlpool way.

[73]

Core Competencies

Innovation: Unique and compelling solutions valued by our customers and aligned to our

brands create competitive advantage and differentiated shareholder value.

Operational Excellence (OPEX): A methodology for solving problems & continuous

improvement of products & processes through pursuit, acquisition, and utilization of

knowledge using critical thought and planned experimentation helps us achieve operational

excellence.

Customer Excellence: Excelling the customer expectation from the company, its brands,

products and services are a three-step process. The three steps are: Know a customer, Be a

customer, Serve a customer.

Knowing a customer helps us know who our customers are, how to treat them, how we add

value, and what  the drivers of brand loyalty are. This information is gathered from the

customer's data base history. This way we are better able to customize products for them and

recommend the right product to solve problems. Being a customer is important to share

customer knowledge and insights, drive actions based on customer insights, be passionate

about our brands and customer loyalty and provide a positive voice for our brands. We show

empathy for customers and seek to resolve their problems by creating consistent customer

touch-points, with our endeavor always being to provide unique solutions for the customer.

[74]

Transformation StreamsWhirlpool is transforming into a completely customer-centered company where the customer lies in

the core of every of our functions. This focus has arrived as direct consequence of our core

competency of customer excellence. It allows us to build Customer Loyalty. The transformation is

made up of five elements:

Market leadership through customer loyalty

Innovation

Diversity with inclusion and core competencies

Passion for customer excellence

Operational excellence

The elements of the transformation hold the promise of making Whirlpool a growing

company and thereby increasing value for our shareholders. The five elements are the basis

for describing our strategy internally and guide the development of our plans and initiatives.

Whirlpool has swiftly moved from being a World Class Manufacturer to a World Class

Marketer using the brand-building framework. We are dedicated to creating unique branded

solutions that build customer loyalty and achieve brand excellence.

[75]

Brand Ambassadors

Beautiful and Vivacious – Kajol

Like a fresh breath, Kajol wafted into the film world that

thrived on predetermined codes of demeanor. She carries the

halo of spontaneity. Kajol swept across millions of hearts with

her energetic pace. Her vivaciousness and frisky persona proved

contagious and singularly her own in the contemporary scene.

Kajol has made a distinctive indent into the Hindi film industry. Though she has the girl next

door image and is not as glamorous as the others in her field, Kajol is outstanding in her

acting. The flexibility of her acting can be seen from the various characters done by this

natural actress. She gives more attention to her acting than the financial success of a film.

Kajol's eventful journey from 'Bekhudi' to 'Fanaa' shows the power of her versatility, sheer

hard work and dedication towards art behind all of her roles. She doesn't give more

importance to publicity or celebrity because she believes acting is purely a profession .

Kajol has come to stay in the industry as a mainstream actress with an inimitable charm and

liveliness coupled with the talent that renders eye-filling performances. Her reel life image is

not diverse from her real-life image. She is as outspoken and lively as she seems in her

characters in the films. Bold and beautiful-Kajol has won millions of hearts with her impish

[76]

vivacity within a short span. No wonder then that Kajol is rated as superb among her

generation of leading ladies.

On association with Whirlpool:

"Whirlpool believes in providing world-class quality to its consumers. Whirlpool is a

'‘Perfect partner to the demanding homemaker' of today. Whirlpool's products are stylish,

modern and contemporary with elegant looks and reflect the sense of pride homemakers take

in choosing them for their homes."

The intense emotional hero – Ajay Devgan

Ajay Devgan, known more for his intense acting abilities

carved a niche for himself as an actor. Ajay is one actor who has gained stardom on the

merit of his performances, not based on Bollywood-style good looks. Earlier known as a

dhishum dhishum action hero, Ajay shifted his image to a romantic lead, setting the trend

with Ishq, a soft romantic comedy paired opposite wife- Kajol. The image became much

prominent with Pyaar To Hona Hi Tha, bringing out his softer side. Then there was no

[77]

looking back for Ajay. It became a habit for him to deliver emotional roles par excellence.

Ajay was sky high with his looks, performances and the choice of films, which defined his

characters.

Ajay's popularity has increased in leaps and bounds with outstanding performances in

recent films like Gangajal, Apaharan, Omkara. Ajay is rated as one of the best actors of the

Indian cinema. Amitabh Bachchan once called Ajay Devgan the `Dark Horse' of the film

industry. Yes, the Dark Horse is now winning races with regularity, leaving the more

favored glamour breeds way behind. Ajay is most definitely one of the finest actors we have

and definitely worth applause.

On association with Whirlpool:

"Whirlpool brand has successfully emulated the dreams, aspirations and expectations of

Indian home maker through the years. It symbolizes a relationship based on equality, love

and romance, which is why I agreed to represent the brand," declares Ajay Devgan. " We

are very pleased to be associated with Whirlpool – the leaders in home appliances”, he adds.

[78]

Whirlpool Refrigerators

Whirlpool refrigerators, trusted by homemakers across the globe come to you with :

6th Sense™ cool system for superior cooling in the peak of summers

Unique utility features to add that ''magic'' to your homemaking

Range of storage capacity to suit your needs

Energy efficient technology for cooling retention during power cuts

Sleek designs and contemporary styling

[79]

Direct cool Refrigerators

[80]

Genius Supreme180 Lts

Unique Health Guard

Jumbo Bottle Rack

All metal Door

Chill Max

MRP: Rs. 9600*

Genius Premier

180 Lts

6th Sense Fast Forward ...

Unique Health Guard

Jumbo Bottle Rack

All metal Door

Chill Max

Genius XL Premier200 Lts Unique Health Guard Jumbo Bottle Rack Chill Max Modular Shelves Thick Door DesignMRP: Rs. 11385*

Frost-Control

Refrigerator

[81]

Genius Royale

180 Lts

6th Sense Fast Forward ...

Unique Utility Drawer

Unique Health Guard

Genius XL Royale

200 Lts

Unique Health Guard

Jumbo Bottle Rack

Chill Max

Modular Shelves

Thick Door Design

MRP: Rs. 11940*

Genius XL Premier

230 Lts

Unique Health Guard

Jumbo Bottle Rack

Chill Max

Modular Shelves

Thick Door Design

MRP: Rs.12785*

[82]

Fusion 19 Supreme

180 Lts

6th Sense Frost Control...

Unique Health Guard

Chill Max

Jumbo Bottle Rack

Unique Handle Design

MRP: RS. 11740*

Fusion 19 Premier

180 Lts

6th Sense Frost Control...

e - light: Power gone l...

Unique Health Guard

Chill Max

Unique Handle Design

Fusion 21 Supreme

200 Lts

6th Sense Frost Control...

Unique Health Guard

Jumbo Bottle Rack

Chill Max

Modular Shelves

Fusion 21 Premier

200 Lts

6th Sense Frost Control...

e - light: Power gone l...

Unique Health Guard

Roll bond freezer

Chill Max

Fusion 27 Premier

260 Lts

6th Sense Frost Control...

e - light: Power gone l...

Unique Health Guard

Roll bond freezer

Chill Max

Frost-Free

Refrigerator

[83]

Fusion Maxigerator

310 Lts

6th Sense Frost Control...

Unique Health Guard

Jumbo Bottle Rack

Twin Crisper

No Stabiliser required

Mastermind Classic Plus

220 Lts

Toughened glass shelves

Crisper in mastermind

Chiller

MRP: Rs. 14825*

Mastermind Classic Plus

250 Lts.

Toughened glass shelves

Crisper in mastermind

Chiller

MRP: Rs. 16750*

[84]

Protton F450L Elite

450 L

5 Star energy rating

Air Booster System

Freshness Booster System

large(30L) Vegetable Cr...

6th Sense electronic co..

MRP:Rs. 43325*

Protton F480L Deluxe

480 L

5 Star energy rating

Air Booster System

Freshness Booster System

large(30L) Vegetable Cr...

Double Decker Ice twister

MRP: Rs. 46550*

Protton F 300L Elite

300 L

3 Doors

Air Booster System

Freshness Booster System

large(34L) and separate...

6th Sense electronic co...

MRP: Rs. 26500*

Professional Deluxe

410 Lts

30 ltr. Crisper

Magifresh Crisper

Toughened glass shelves

Crisper

Neat & Fresh Kit

MRP: Rs. 31650*

[85]

Consumer Perception

Perception is the process through which a person forms an opinion about the various stimuli he receives from his sensory organs. In marketing, perception is concerned with understanding how the consumer views a product or service. The five senses of a person help him in this process. The marketer uses various props to stimulate the consumer, that is, through the use of colors, sound, touch, taste, or smell, to observe the product.

The marketer must distinguish his message from the competitor's message. This is when Just Noticeable difference (JND) comes to their aid. JND is the minimum difference that the consumer can detect between two stimuli he receives. It helps the consumer to distinguish changes in prices among purchase alternatives. Marketers thus use stimuli to grab customers' attention and most often these efforts are clearly visible and known to the customer.

However, they sometimes use indiscernible stimuli that are just below a consumer's threshold so as to influence him. This is called subliminal message. Of all the stimuli a consumer comes into contact with, he pays attention to only a few and interprets the messages that he remembers. This is called the process of perception and has the three steps:

1) Exposure, 2) Attention, and 3) Interpretation.

How well the consumer pays attention will depend on the stimulus, and also the consumer's interest and need for that product. The consumer interprets the information in two ways:

1) The literal meaning or the semantic meaning 2) The psychological meaning.

[86]

Hence we are guided by our learning as well as the semantic meaning of a word. A consumer also interprets the symbols and other physical features of the product on the basis of his experience and cultural beliefs. This is called semiotics.

Marketers make use of perception to formulate marketing strategies. The marketers use a perceptual map, wherein they find out the attributes or the characteristics that the consumer associates with the product and they create the product accordingly. Thus, development of a brand or the logo of the product, packaging of the product, etc., have to be made keeping the consumer's perception in mind.

[87]

Research Methodology

Research-:

Research is a scientific systematic re research for perfect

information on a specific topic. In other words we can say

research is an art of scientific investigation. The advance

learner’s dictionary of current English lays down the meaning

of research as a careful investigation or enquiry especially

through search for in any branch of knowledge.

Research Design-:

Research design is simply a framework or plan for a study

which is used as a guide in collecting and analyzing the data .

[88]

As the objective of the research is Descriptive in form, the

research design be made accordingly.

Formulating objective of the study.

Designing the method of data collection.

Selecting sample size.

Collection of data.

Analysis and findings.

Conclusion.

Recommendation.

Descriptive research includes surveys, observation and fact-

finding enquiry of different kind. Statistical method is used in

this project under descriptive studies.

Problem Identification

A research on the refrigerator owner (consumer) of Kanpur to

identify the “ A Comparative Study of consumer

perception about LG and Whirlpool Refrigerators”

[89]

Research Type : Descriptive Research

Data Source : Primary & Secondary Data

Research Instrument : Questionnaire

Types of Questionnaires : Structured

Sampling Units : Customers

Sample Size : 60 Customers (Housewives)

Sampling Method : Judgement/Convenience Sampling

Sample Plan

Type of Universe-:

All the items that comprises of a field of inquiry constitute a

universe. For said study universe of all consumer durables of

U.P.

Sampling Unit-:

In undertaken research work sampling units are:-

Respondent belonging to different socio-economic background

using consumer durable in Kanpur,(U.P.)

[90]

Size of Sample -:

The sample no. of items related to the universe constitute a

sample size, ideally sample size should be optimum to fulfil

the requirement of representative and flexible. The total sample

size is 60. 60 filled questionnaires were received and the

analysis is completely based upon the information gathered

through these 60 filled uestionnaire.

For Consumer’s -:

Area:

No. of Consumer’s:

Kanpur

60

Data Collection

Primary Data-:

Primary data is collected though questionnaire and informal

[91]

interviews with the consumers. Primary Data those which are

collected a fresh and for the first time.

The method adopted for it are as under:

Observation Method

Questionnaire

Secondary Data-:

Secondary data collected through various articles in magazines,

journals, advertisements, websites and information provided by

LG itself. The website of LG www.lgindia.com provides great

knowledge, which proved to be of great help in the making of

this project.

Data Collection Method-:

Asking questions directly, filling questionnaire and receiving

response of persons.

Research Instrument

As well know that there are two ways of collection of data

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1.Observation Method

2.Questionnaire Method

1.Observation Method-:

Under the observation method, the information is sought by

way of investigator’s own direct observation without asking

from the respondent. The main advantage of this method’s that

subjective bias is eliminated, if observation is one accurately.

2.Questionnaire Method-:

This method of data collection is quit popular, particularly in

case of big enquiries. In this method a questionnaire is

provided to the persons concerned with a request to answer the

question and return the questionnaire. A questionnaire consists

of a number of printed or typed in definite form or set of

forms.

Questionnaire is a set of questions with some space for

answers. The questionnaire for the report consists of open

ended, close ended and ranking type of questions.

Significant & Scope of [93]

the study

The competition in refrigerator market is increasing day by day

due to which consumer also have to think about which

refrigerator is going to be preferred. So this study will help the

consumer perception and their preference for a particular

refrigerator as well as about their requirement and also what

they want from a particular refrigerator providing company.

Objective of the study

The objective of this project is to conduct a broad study for

analyzing consumer’s behaviour for refrigerators at macro

level in Kanpur city.

To measure the level of customer satisfaction for the product.

To find out the level of satisfaction derived from after sales

services provided by the company.

To have an in depth understanding and knowledge of the

Indian refrigerator industry and future trends.

To know the consumer perception about LG & Whirlpool

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refrigerators.

To find out important recommendations for future

improvements in LG refrigerators sales and services.

Research Objective

To know the customers perception about LG

refrigerators.

To find out important recommendations for further

improvement in “ LG Refrigerator sales and after

sales services”.

To find out the level of the satisfaction derived from

after sales services provided by the company.

To have an in depth understanding and knowledge of

the Indian refrigerator industry and future trends.

Findings & Analysis

Finding No.1

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What brand of a refrigerator, you are using ?

Analysis-:

It is seen that 34% of the consumer are using the LG

refrigerator, 8% of the consumers are using the Samsung

refrigerator, 19% of the consumers are using the Whirlpool

refrigerator, 24% of the consumers are using the Godrej

refrigerator, 8% of the consumers are using the Videocon

refrigerator and only 7% of the consumers are using the Other

refrigerator.

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Finding No. 2

To which category your refrigerator belong ?

Analysis-:

It is seen that 42% of the consumer are belong to the Direct

Cool refrigerators, 58% of the consumer are belong to the Frost

Free refrigerators and not a single one consumer are belong to

the DIOS side by side refrigerators.

Finding No. 3

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What is the capacity (Litres) of your refrigerator in its?

Analysis-:

It is seen that 200-250 Litres capacity in the frost free

refrigerator are the most preferred capacity.

Finding No. 4

Are you satisfied with the cooling system of your

refrigerator ?

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Analysis-:

It is seen that 94% of the consumers are satisfied with the

cooling system of the refrigerator and only 6% of the

consumers are not satisfied with the cooling system of the

refrigerator.

Finding No. 5

What prompted you to buy the particular refrigerator ?

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Analysis-:

It is seen that 44% of the consumers buy the refrigerator with

the help of the relatives and friends, 23% of the consumers buy

the refrigerator with the help of the media, 21% of the

consumers buy the refrigerator with the help of the dealer and

only 12% of the consumers buy the refrigerator with the help

of the word of mouth.

Finding No. 6

How do you feel about the after sales service of the

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refrigerator ?

Analysis-:

It is seen that 57% of the consumers are feel good with the

after sales services provided by the compny, 37% of the

consumers are feel good with the after sales services.

Finding No. 7

What do you feel about the brand name ?

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Analysis-:

It is seen clearly that most of the consumers (73%) prefer LG

refrigerator because of its brand name.

Finding No. 8

How would you rate the after sales service as well as the

technical support ?

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Analysis-:

It is seen that 44% of the consumers are feel good with the

technical support of the company, whereas 41% of the

consumers are satisfied with the technical support of the

company.

Finding No. 9

Are you satisfied with the pricing of the refrigerator ?

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Analysis-:

It is seen that (68%) of the consumer are satisfied with the

price of refrigerator, whereas other 32% consumers are not

satisfied with the price of refrigerator.

Finding No. 10

Have you used any refrigerator of other brand before ?

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Analysis-:

It is seen that minimum no. of consumers used other brand

before, like Kelvinator, Godrej, Samsung etc.

Finding No. 11

If you are given a chance to buy a new refrigerator, which

one it would be ?

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Analysis-:

If I will give a chance to the consumers for buy a new

refrigerator then 58% of the consumers buy LG refrigerators,

9% of the consumers buy Samsung refrigerators, 21% of the

consumer buy Whirlpool refrigerators, 7% of the consumer

buy Godrej refrigerators, 2% of the consumer buy Videocon

refrigerators and 3% of the consumer buy other refrigerators.

Observation &

Findings

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1. It was found that when the respondents were studied in the

survey period highest sale under the frost free refrigerator was

recorded for the 200-250 litre category refrigerators.

2. When the consumers were asked about the reason behind

their purchase of an LG refrigerator highest preference was

given to the brand name of LG refrigerator.

3. When the consumer were interviewed about the use of a

refrigerator before buying an LG refrigerator it was found that

maximum number of consumers used Godrej refrigerator

before.

4. When consumers were asked about the after sales services

provided for the refrigerator it was seen that maximum of

consumers were satisfied.

5. When the consumer were asked about plans to purchase

another refrigerator in the future, then also it was seen that LG

has the highest preference of (58%).

Problem & Limitations

1. Survey was confined to Kanpur City only.

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2. Large no. of problems due to insufficient time and money.

3. Unwillingness on the part of the respondents, due to which it

became a though job to get the questionnaire filled from them.

4. Due to difference in perception between the sender and

receiver communication errors in the form of misinterpretation,

selective perception etc might have creep in. In this case also,

these were unavoidable and thus might have added slight

inaccuracy in the result.

5. Many of the people were unknown from the frost free

refrigerator and its technology, so it might be possible that they

couldn’t able to give correct information.

SWOT Analysis

Strength-:

1. LGEIL is a wholly owned subsidiary of LG Electronics, a

US $54 billion group.

2. LGEIL is driving comfortably on its global brand image and

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technology.

3. LGEIL has well established R&D centers.

4. LGEIL is flexible in its strategy and adjusts accordingly to

the demand.

5. They have high market share across the globe.

Weakness-:

1. Not able to utilize efficiently the image it has created at pace

rate.

2. It has launched number of products at a time and thus has

unequal success rate of its products.

3. It could not improve its sales service upto the expectation of

the customer.

4. Left the lower segment unexplored.

Opportunity-:

1. India is a vast developing market, and remained unexplored

fully.

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2. A competitive market helped LG to create a niche for itself.

3. India can be made a base for expert to other countries due t

its favourable policies.

4. The buying capacity of Indian consumer is continuously

increasing.

Threats-:

1. A large no. of companies are already present in market, so a

tough competition is also present in the market.

2. Political destabilisation may also affect the growth of

company.

3. The new innovative products might not fulfil the expectation

and may be rejected.

Conclusions

The Indian market is becoming more and more consumer

oriented and for this reason the research work on the

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comparative study has become research worthy. All the

marketers are facing is getting the maximum done in minimum

possible time. Given the choice available for the consumers, it

is known on the product push, rather a consumer pull.

1. Near about all the consumer prefer to the quality and

branded refrigerators.

2. In consumer durables like refrigerator only a small number

of customers are perspective who wants to change their brand

within an average short duration of five years.

3. Now consumer also prefer brands in which price has also a

little important.

4. The main thing pointed out in this research work is that

consumer’s most desirable thing from the refrigerator company

is after sales service.

5. Maximum customers give first preference to LG refrigerator.

Recommendations

1. It is recommended that LG should launched Frost Free

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refrigerator in below 200 litre category.

2. After sales service should be improved and should be on

time.

3. In view of the consumers LG refrigerators are highly priced

in comparison to other brands, so a lower price section or

reduction in price is demanded.

4. The cooling system of the LG refrigerators should cool

more.

5. The look of LG refrigerator should be more attractive.

6. LG refrigerator should improve space problem.

Bibliography

Following books and websites were used in making of this

project-

Books-:

1. Schiffman Leon G. and Kanuk Leslie Lazar, Consumer

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Behaviour, Pearson/Prentice Hall, 9th edition.

2. Kothari C.R. , Research Methodology Methods and

Techniques, New Age International Publishers, 2nd edition,

2004.

Websites-:

www.lgindia.com

www.whirlpoolindia.com

Magazines-:

Business Today

Business India

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Questionnaire

Topic : “Comparative Study of Consumer Perception

Towards L.G. & Whirlpool Refrigerator”

Name:

------------------------------------------------------------------------

Age: ------------------------ Contact No. -------------------

Address-----------------------------------------------------------------

-

Q.1 What brand of a refrigerator, you are using?

A) LG B) Samsung

D) Godrej E) Videocon

Q.2 To which category your refrigerator belong?

A) Direct Cool B) Frost Free

Q.3 What is the capacity (liters) of your refrigerator in its?

A) 100-190 B) 200-250

D) 400-480 E) 490-581

Q.4 Are you satisfied with the cooling system of your refrigerators?

A) Yes B) No

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Q.5 What prompted you to buy the particular refrigerator?

A) Relative / Friends B) Media

C) Dealer D) Word of Mouth

Q.6 How do you feel about the after sales service of the refrigerator?

A) Good B) AverageC) Poor D) Any other comment

Q.7 What do you feel about the brand name?

A) Good B) Average

Q.8 How would you rate the after sales service as well as technical support of LG?

A) Good B) AverageC) Poor D) Can’t say

Q.9 Are you satisfied with the pricing of LG refrigerators?

A) Yes B) No

Q.10 Have you used any refrigerator of other brand before?

A) Yes B) No

Q.11 If you are given a chance to by a new refrigerator, which one it would be?

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A) LG B) SamsungD) Godrej E) Videocon

Q.12 Would you like to give any suggestions? Or do you have any complains?

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Arvind MishraCollege of Management Studies,Kanpur

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