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A GRAND PROJECT REPORT ON A STUDY ON BRAND AWARENESS & DEALER & CONSUMER PERCEPTION OF SAMSUNG BRAND IN COLOR T.V. & A.C. SEGMENT THROUGH COMPARATIVE MARKET ANALYSIS
Submitted to:Gujarat Technological University Prepared by:SHETH JAYDEEP HARESHKUMAR
(097030592003)
VADDORIYA PRAKASH BHANUBHAI. (097030592100) Under the guidance of Mr. Amit Lathiya MBA Department,
Atmiya Institute of Technology and Science, Rajkot, Batch - 2009 – 2011 April - 2011
DECLARATION
We, the undersigned , Sheth Jaydeep H, and Vaddoriya Prakash students of MBA of AITS, hereby declare that this grand project work entitled “ A STUDY OF BRAND AWARNESS AND CONSUMERS AND DEALERS PERCEPTION
OF
SAMSUNG
BRAND
IN
COLOR
TELEVISION
AND
AIRCONDITIONER SEGMENT THROUGH COMPARATIVE MARKET ANALYSIS” submitted by us to the Gujarat Technological University for the partial fulfillment of the requirement for the award of the degree of Master in Business and Administration (MBA), is solely our own work. The report embodies the findings and various other information based on our own study and observation of the company only and not any else.
Place: ‐ RAJKOT Date: ‐ / /2011
(JAYDEEP SHETH ) (Vaddoriya Prakash)
II
ACKNOWLEDGEMENT During the survey and while preparing this report many known and unknown faces have directly and indirectly helped me. I would like to take this opportunity and sincerely convey my thanks to all the people who have helped me for the survey and preparation of the report. I am extremely thankful to Prof. Amit Lathiya who has been the guide for our project. Without his inspiration, support and efforts it would have been impossible for me to make this report. Moreover I would like to thank and express my sincere gratitude to our , honourable Dean Sir Dr.(Prof.) Vikas Arora and other faculty members of the institute, who have significantly helped and supported me and provided me all the facilities to make my grand project more fruitful. III
PREFACE “All human actions have one of these seven causes: chance, nature, compulsion, habit, reason, passion and desire”. As a human being the major cause to take over this project was reason. The reason is to accomplish our task, aim, and motive of enhancing our knowledge and to know more about the consumer durable industry. Consumer durables have become inseparable in this era of modernization and thus have influenced even the common man’s life. This is one of the fastest growing industries with an growth of about 8% every year. Invention and the launch of new technology is the most important tool of this industry. To maintain the quality of products provided to the customers the companies dealing in the consumer durable products has to undergo extensive study and research work. This project work is a small attempt to understand the dealer, retailer as well as the consumer behavior in regards to the Color television & Air Conditioners and to find out the position of Samsung among its competitors. This SIP project is being conducted on Consumer durables i.e. Color Television & Air Conditioner for (Samsung India Electronics private limited), we will mainly focus on Brand Awareness study Comparative Market and consumer behavior study of consumer durables of Samsung vis-à-vis its competitors i.e. Sony, LG, Videocon, Haier, Bluestar in Color Television & A.C. segment. For this the Survey was conducted with a set of questionnaire containing the questions which helped in obtaining the desired information from the dealers & retailers. In the next segment of study the consumers will be targeted with a set of questionnaire for the desired information. Up to the end of the project around 100 dealers and Retailers will be approached in the city of Rajkot and its neighboring areas i.e.Morvi, Vankaner IV
Jetpur and Gondal in Gujarat state. The information will be obtained through questionnaire as well as by the interview method. The copy of questionnaire will be attached with this report. The method of personnel interview will also be adopted for those who will be unwilling to give any information in writing. This report shall also include the analysis of around 10 year’s sales data. This data will be analyzed with the help of Least square method is so as to predict the future demand as well as the sales of Samsung.
V
VI
Table of Contents Chapter No.
Particulars
Page No.
Title Page College Certificate Declaration Acknowledgement Preface
i ii iii iv
1.1 1.2 1.3 1.4 1.5
Industry Overview Company Profile Swot Analysis Literature Review Relevance of the study
1 10 15 20 22
2.1 2.2
Research Methodology Research Objective Research Design
23 24
Data Analysis & Interpretation
26
Conclusion Implications of the study Limitations of the study Scope of further Research Suggestions
51 53 53 54
Bibliography Annexures
55 57
1.
2.
3.
4. 4.1 4.2 4.3 4.4
List of Tables
Table No.
Name of Table
Page No.
1.1
Classification of consumer goods
1
1.2
Growth Drivers
3
List of Figures
Figure No.
Name of the Figure
Page No.
1.1
Market share of different products
2
1.2
Sales trend in consumer electronic market
3
1.3
Category sales of different players in market
5
1.4
Turnover of different Companies
5
1.5
Market share of players in Washing Machines
8
segment
1.6
Television Penetration levels
9
1.7
Market share of players in Television Segment
9
1.8
Mission, Goals of Samsung Company
10
1.9
Vision of a Samsung company
12
CHAPTER - 1 1.1 Industry Overview INDIAN CONSUMER DURABLE INDUSTRY India’s consumer market is riding the crest of the country’s economic boom. Driven by young population with access to disposable income and easy finance options, the consumer market has been throwing up staggering figures. The Indian durables market, with market size of US $ 27.38 Billion in 2009-2010 has grown by 8.1 % over the previous year. The Indian consumer durables segment can be segregated into two consumer electronics categories as under:
White Goods
Consumer Electronics Goods
-
Air conditioners
-
Television
-
Refrigerators
-
Audio and video systems
-
Washing Machines.
-
PC’s
-
Sewing Machines.
-
Mobile Phones
-
Watches and Clocks
-
DVD’s
Table 1.1
Source :- CEAMA Report,2010
Each of the above segments in this sector is characterized by the intense competition, emergence of new companies and introduction of the state of the art models, price discounts and exchange schemes. The market share of the above mentioned various items is diagrammatically shown below in the figure.
1
Figure 1.1
Source :- CEAMA Report,2010
Growth Scenario of Consumer Electronic in India:Rising disposable income and decline prices of durables have resulted in increased volumes. An increase in disposable income is aided by an increase in the number of both double income and nuclear families. Production in the consumer electronic industry has been estimated at US $ 6.7 billion in 2011 and in 2012. The segment is likely to register a growth of 18 percent in 2011-2012 from US $ 5.5 Billion in the previous year. The Consumer electronics segment contributes about 28 percent to the total hardware production in the country. The sales trend in the consumer electronics market is shown below:2
Fig:-1.2
Source:- CEAMA Report,2010
The above figure shows that there has been a significant growth in sales of color TV and AC segment. The Main drivers behind growth are as under:Product
% Growth in Growth Driver % Growth in Growth driver
Category
2007-2008
Responsible
2008-2009
Responsible
Air conditioners
20-22
Decreasing
30-40
Reduction
in
Prices
Price, Changing lifestyle Refrigerators
5-8
demand 24
High for
frost
demand
free
the
segment together reduction
Increase in the
rural
from and
semi urban areas
with in
prices Color TV
5-8
Increasing Disposable
3
30-40
Reduction in the prices of LED
income
and
and LCD.
declining prices. Washing
8-10
Machines
Reduction in the 30-40
New models and
prices of fully
reduction in the
automatic
prices
machines
Table 1.2
Source:- CEAMA Report,2010
Major Players in the Industry:- 1. Samsung:Samsung India commenced its operations in India in December 1995, today enjoys a sales turnover of over 1l0 Billion dollars in just a decade of operations in the country. Samsung design centers are located in London, Los Angles, Tokyo, shanghai and in India. Samsung India has its headquarters in Delhi and has a network of 19 branch offices located all over the country. The Samsung manufacturing complex housing facilities for color television, color monitors, Refrigerators and washing machines in Noida, near Delhi. Samsung Made in India Products like color televisions, color monitors and refrigerators are being exported to Middle east, and Arab countries from its Noida based manufacturing complex.. Samsung India currently employs over 1800 employees with around 18 % of its employees working on Research & Development. The Market share of major players in refrigerator market is as under
4
Fig:-1.3
Source:- CEAMA Report ,2010
Fig:- 1.4
Source :- CEAMA Report, 2010
5
2. Whirlpool India Whirlpool was established 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. 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, Kitchen Aid, Roper, Estate, Bauknecht, Laden and Ignis. 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. In the year ending in March '06, the annual turnover of the company for its Indian enterprise was Rs.13.75 billion. According to IMRB surveys Whirlpool enjoys the status of the single largest refrigerator and second largest washing machine brand in India. 3. LG India LG Electronics was established on October 1, 1958 (As a private Company) and in 1959, LGE started manufacturing radios, operating 77 subsidiaries around the world with over 72,000 employees worldwide it is one of the major giants in the consumer durable domain worldwide. The company has as many as 27 R & D centers and 5 design centers. It's global leading products include residential air conditioners, DVD players, CDMA handsets, home theatre systems and optical storage systems. 4. Godrej India Godrej India was established in 1897, the Company was incorporated with limited liability on March 3, 1932, under the Indian Companies Act, 1913. The Company is one of the largest privately-held diversified industrial corporations in India. The combined Sales during the Fiscal Year ended March 31, 2006, amounted to
6
about Rs. 58,000 million (US$ 1,270 million). The Company has a network of 38 Company-owned Retail Stores, more than 2,200 Wholesale Dealers, and more than 18,000 Retail Outlets. The Company has Representative Offices in Sharjah (UAE), Nairobi (Kenya), Colombo (Sri Lanka), Riyadh (Saudi Arabia) and Guangzhou (China-PRC). 5. Toshiba India Toshiba India Private Limited (TIPL) is the wholly owned subsidiary of Japanese Electronic giant Toshiba Corporation and was incorporated in India on September 2001. Toshiba had a presence in India since 1985 and was represented in India through their Liaison Office. 6.Sony India Sony Corporation, Japan, established its India operations in November 1994. In India, Sony has its distribution network comprising of over 7000 channel partners, 215 Sony World and Sony Exclusive outlets and 21 direct branch locations. The company also has presence across the country with 21 company owned and 172 authorized service centers. 7. Sharp India Ltd Sharp India ltd was incorporated in 1985 as Kalyani Telecommunications and Electronics Pvt Ltd, the company was converted into a public limited company in the same year. The name was changed to Kalyani Sharp India in 1986. The company was entered into a joint venture with Sharp Corporation, Japan - a leading manufacturer of consumer electronic products to manufacture VCRs/VCPs/VTDMs. The company manufactures consumer electronic goods such as TVs, VCRs, VCPs and audio products. The products were sold under the Optonica brand name. Sharp has a production base in 26 countries with 33 plants, and its products are used in 133
7
countries. The company was accredited with the ISO -9001 certification in the month of February, 2001. 8. Hitachi India Hitachi India Ltd (HIL) was established in June 1998 and engaged in marketing and sells a wide range of products ranging from Power and Industrial Systems, Industrial Components & Equipment, Air Conditioning & Refrigeration Equipment to International Procurement of software, materials and components. Some of HIL’s product range includes Semiconductors and Display Components. It also supports the sale of Plasma TVs, LCD TVs, LCD Projectors, Smart Boards and DVD Camcorders.
Fig 1.5
Source:- CEAMA Report,2010
8
Fig 1.6
Fig 1.7
Source :- CEAMA Report,2010
Source:- CEAMA Report,2010
9
1.2 COMPA ANY PROF OFILE Found ded in 1938,, Samsung C Corporation is one of Koorea’s most enduring annd reespected corrporations, having stood behind the advancemen a nt of the natioonal econom my foor more than n three quartters of a cenntury. At thee origin of S Samsung Grooup, Samsunng C Corporation w the tradiing arm of thhe group, eppitomizing its vibrancy and was a dynamism m inn the area of o global traade. Its dessignation in 1975 as K Korea’s first--ever Generral T Trading Com mpany markeed a new chaapter for its overseas opperation, whiich since theen ’s grrew into a scope truuly worthy of a glob bal trader. Samsung Corporation C enntrepreneursship and achhievement onn the world scene have been a major inspiratioon foor Korea’s trrading comm munity.
Fig 1.8
source : Coompany Reportt
In a continuing bid to expand its bussiness area beyond thee confines of o innternational trade, in 1996, Saamsung Coorporation m merged wiith Samsunng C Construction, , and in 1997, launcheed into the retail businness. Currenntly, Samsunng is engaged in two maajor businesss areas: traading, construction. Thhe C Corporation orrganization consists of two busineess groups, with the rettail businesss headquarteer
10
under the trading group, and with the housing development headquarter under the construction group. The Trading Group, currently operating from its 71 overseas offices, exports semiconductors, machinery, plants, iron & steel, chemical products and textile; and imports energy, chemical products and machinery & equipment. In addition to trading, the Group carries out a variety of other projects including overseas investment, project organizing services and energy & natural resource development projects. The Construction Group, a provider of construction and engineering services, is also a plant builder and housing developer. To date, the group has to its credit Malaysia’s Petronas building, the world’s highest edifice, 452m high, boasting 92 stories aboveground; New Busan Port; Incheon Int’l Airport; Ulchin Nuclear Power Plant; and Raemian and Trapalace, the apartment complexes. From energy resources to housing, each of these projects is a powerful testimony to the group’s technological excellence. Last year, the group entered into a contract to build the world’s highest and best building with the average height of 190 fts, Burj Dubai.
Notably, Raemian, one of Samsung’s signature apartment complexes is a remarkable triumph, hailed as new standard-setting luxury housing. The success of Raemian, topping the National Customer Satisfaction Index (NCSI) in the apartment category for eight consecutive years, has driven up our overall market share in housing development to the top of the scale as well as the top company across the world. The Retail Business is buoyant and thriving with Samsung Plaza Bundang ,
11
a multi-featuure shoppingg center, annd Samsung Internet Shhopping Maall, familiarlly reeferred to as “Samsung Mall” M as its two main pllatforms.
L Laying th he foundaation to become a Worlld Class Compan ny
Fig 1.9
Sourcee:- Company R Report
Y 2006 Year January 2006 Dev veloped the first-ever speech recognnition phone Devveloped innoovative 8-chiip stacking MCP M technoology Possted more thaan $10 billioon in net profit Beccame the woorld’s top thrree companiees with the most m patents F February 2006 Releeased digitall slim TV wiith the narrow west body ddepth Releeased the firsst notebook P PC with emb bedded terrestrial DMB receiver Samssung Blue bllack phone, SGH-D500,, was selecteed as "The Best B Handseet" at 3G GSM globall conference in Cannes, France F Firsst commerciaalization of terrestrial t DMB phone in Korea Devveloped DDR R3 DRAM 12
Devveloped the first f wrinklee-free steam washer M March 2006 Dev veloped the first HSDPA A terminal foor commerciialization andd ultra-high speeed HSDPA system Cassh payment to t more thann 15,000 SM MEs Devveloped 82" TFT-LCD Devveloped 7 megapixel cam mera phone A April 2006 Beccame the offficial sponsorr of Chelseaa, the renownned English soccer club M 2006 May Devveloped the world’s w firstt OLED for 40" 4 TV Com mpleted and announced a sttandard dim mension for 9th generation LCD paneel Relleased the firrst HD class PDP TV wiith 10000:1 contrast c ratioo Beggan mass pro oduction of 770 nano proccessed 4 GB B NAND flassh memory J June 2006 Acccumulated prroduction voolume of largge LCDs surrpassed 100 million unitts Beggan upgradinng digital audio businesss to the worldd’s top levell Lau unched a new w brand cam mpaign with the t theme off "Imagine" Relleased the firrst 5 megapixel, 3x opticcal zoom cam mera phone 13
Beggan mass pro oduction of 990 nano proccessed 1 GB B DDR2 DRA AM Ju uly 2006 Relleased the woorld's first 7 mega pixel camera phonne August A 20066 Released the worlld's biggest DLP D TV September 2006 2 Develloped the woorld's first 500nm 16Gb NAND N Flashh Releaased the worrld's first Bluue-Ray Hom me AV Centeer O October 2006 6 Bluue-black phoone(SGH-6000) selected as a the "Mobiile Choice's Phone P of the Year" Devveloped the world's w first 70nm DRA AM Devveloped the world's w fasteest speed graaphic DRAM M(GDDR4) N November 20006 Devveloped the largest l Flexiible LCD Paanel D December 2006 2 Recceived "25 iff Design (Geermany) awaards" Hanndset shipmeents reachedd over 100 million m
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1.3 SWOT Analysis:OPPORTUNITIES AND CHALLENGES 1.3.1. Challenges Heavy taxation in the country is one of the challenges for the players. At its present structure the total tax incidence in India even now stands at around 2530 per cent, whereas the corresponding tariffs in other Asian countries are between 7 and 17 %. About 65 per cent of Indian population that lives in its villages still remains relevant for some consumer durables companies. This India, at least a large proportion of its constituents, still buys black and white TVs and doesn't know what flat screens are. Also, foraying into these rural markets has a considerable cost component attached to it. Companies not only have to set up the basic infrastructure in terms of office space, manpower, but also spend on transportation for moving inventory. Even LG and Samsung, which are touted as having the largest distribution network in the country, have a direct presence only in 15,000 to 18,000 of the around 40,000 retail outlets (for consumer durables) in the country. Poor infrastructure is another reason that seems to have held back the industry. Regular power supply is imperative for any consumer electronics product. But that remains a major hiccup in India. 1.3.2 Opportunities : The rising rate of growth of GDP, rising purchasing power of people with higher propensity to consume with preference for sophisticated brands would provide constant impetus to growth of white goods industry segment.
15
Penetration of consumer durables would be deeper in rural India if banks and financial institutions come out with liberal incentive schemes for the white goods industry segment, growth in disposable income, improving lifestyles, power availability, low running cost, and rise in temperatures. While the consumer durables market is facing a slowdown due to saturation in the urban market, rural consumers should be provided with easily payable consumer finance schemes and basic services, after sales services to suit the infrastructure and the existing amenities like electricity, voltage etc. Currently, rural consumers purchase their durables from the nearest towns, leading to increased expenses due to transportation. Purchase necessarily done only during the harvest, festive and wedding seasons — April to June and October to November in North India and October to February in the South, believed to be months `good for buying’, should be converted to routine regular feature from the seasonal character. Rural India that accounts for nearly 70% of the total number of households, has a 2% penetration in case of refrigerators and 0.5% for washing machines, offers plenty of scope and opportunities for the white goods industry. The urban consumer durable market for products including TV is growing annually by 7 to 10 % whereas the rural market is zooming ahead at around 25 % annually. According to survey made by industry, the rural market is growing faster than the urban India now. The urban market is a replacement and up gradation market now.
16
The increasing popularity of easily available consumer loans and the expansion of hire purchase schemes will give a moral boost to the pricesensitive consumers. The attractive schemes of financial institutions and commercial banks are increasingly becoming suitable for the consumer. Consumer goods companies are themselves coming out with attractive financing schemes to consumers through their extensive dealer network. This has a direct bearing on future demand. The other factor for surging demand for consumer goods is the phenomenal growth of media in India. The flurry of television channels and the rising penetration of cinemas will continue to spread awareness of products in the remotest of markets. The vigorous marketing efforts being made by the domestic majors will help the industry. The Internet now used by the market functionaries that will lead to intelligence sales of the products. It will help to sustain the demand boom witnessed recently in this sector. The ability of imports to compete is set to rise. However, the effective duty protection is still quite high at about 35-40 per cent. So, a flood of imports is unlikely and would be rather need based. Reduction in import duties may significantly lower prices of products such as microwave ovens, whose market size is quite small in India. Otherwise, local manufacturing will continue to stay competitive. At the same time, there will be some positive benefits in the form of reduction in input costs. Washing machines and refrigerators will also benefit from lower input costs.
17
1.3.3 Strengths :From the survey conducted following are main strengths of Samsung: In CTV segment 38 percent dealer recommend the Samsung brand, 32 percent dealer recommend LG, 18 percent recommend Videocon and 12 percent recommend the Haier. In AC segment LG got the highest recommendation 32 percent, Samsung got 31 percent, Haier got 17 percent and Videocon got the 20 percent recommendation. The analysis of the sales data reflects that the sale of Samsung is increasing year after year in comparison to its competitors. Nearly 80 % of consumers are having the positive opinion about Samsung and Nearly 90 % of consumers are aware of it. Samsung is the only company in India have more than 15 regional offices in India and nearly 1800 Indian Employees. It thus has adopted the polycentric approach and for this reason it is the most known brand till today. Samsung is having the largest R & D centre of all Multinational Companies operating in India. It thus shows the Samsung is much more concentrating on new product developments as compared to its competitors. 1.3.4 Weakness :From survey conducted by us we found following weakness in case of Samsung: Most of the people feel that advertisement is not up to the mark i.e. it does not provide clear picture about the Product Being promoted and its schemes. So proper measure should be taken to make the overall advertisement more informative and creative. Samsung India Electronics should also target the lower End markets where
18
their sale is very low due to the existence of the local players. Samsung should make the market strategy keeping in mind both the lower-end as well as the premium markets. Samsung should also concentrate on the product category gap between the branded and the local players to win the competition in the long run.
19
1.4 Literature Review Kapferer and Giles2 (1993):-
Research conducted by this expert provides an idea on
consumer involvement profile during the purchase. It talks in detail about the various situational factors, product factors and the role that image advertising plays in influencing the consumer perceptions of the overall brand. Thus the paper gives useful insights for framing the questionnaire especially related to the topic of the consumer perception. Lynch and John5 (1998):-
Research conducted by the researchers Lynch and
John gives the idea about the consumers perception of the top computer brands in the USA . It shows that while purchasing the computers which attributes of the product especially computers are taken into consideration by consumers as well as how the brand name contributes in the overall purchase decision. Lane, Vicki R.3 (2000):-
Researchers the impact of Ad repetition and Ad content
on the consumers perception about the overall brand. It talks that how by framing the advertisement in the creative manner a marketer can influence the consumers overall perception about the overall brand. It also shows the role that an advertising content plays in influencing the consumers thoughts about the brand. Ovidiu I. Mosiecu 7(2000):- Brand awareness, as one of the fundamental dimensions of brand equity, is often considered to be a prerequisite of consumers’ buying decision, as it represents the main factor for including a brand in the consideration set. Brand awareness can also influence consumers’ perceived risk assessment and their confidence in the purchase decision, due to familiarity with the brand and its characteristics. On the other hand, brand awareness can be depicted into at least two facets – unaided (brand recall) and aided (brand recognition) – each of the two facets having its more or less effective influence on buying decision and perceived risk assessment. This paper tries to reveal, on one hand, the importance of unaided brand awareness when it comes to consumers’ buying decision and, on the other hand, the importance of aided brand awareness when assessing the perceived risk associated with the purchase. The analysis is conducted in a comparative manner, considering the case of durable versus non-durable products, and with focus on urban Romanian consumers. 20
Shu-Hsien Liao8 (2000):‐ Through his research Mr.Shu investigated direct and
indirect relationship between brand equity constructs which includes brand awareness, brand association, perceived quality, and brand loyalty. It implements Structural Equation Modelling with LISREL to examine the hypothesis. The finding showed that there is a significant and positive direct effect between brand awareness toward brand associations, and brand association toward perceived quality and brand loyalty. Through his research Leif investigated the impact of
Dr Leif E. Hem 4 (2001):-
category similarity, brand reputation, perceived risk and consumer innovativeness on the success of brand extensions in FMCG, durable goods and services sectors. A set of hypotheses were developed and tested in a study amongst 701 consumers. The findings show that extensions into categories more similar to the original brand tend to be more readily accepted. Likewise, the reputation of the original brand is an important factor influencing the success of the extension. These findings are consistent across FMCG, durable goods and services brands. However, perceived risk about the extension category was only found to enhance acceptability of extensions Research conducted by this expert talks about the
Nico Martin 6 (2001):-
consumers perception on electronic commerce. It talks about the various aspects that the consumers take in consideration while making use of electronic commerce. This paper provides deep sights on what the researcher should have to consider while determing the consumer perceptions so that effective analysis can be made of. Justin Benek 1(2010):-
Exploratory Research study done by Justin serves to
investigate the perceptions of fast moving private label brands in the South African grocery food sector. Successful positioning of these brands has been achieved globally, most notably in developed markets. . To this end, research has been undertaken in order to better understand the current position these brands occupy in the minds of South African consumers. Included in the study is the consideration of critical branding elements such as trust, availability, pricing, packaging, etc. The knowledge gained through this research should ideally facilitate the process of advancing private label brand research in an academic context and improving brand positioning, increasing market share and optimizing profit extracted from private label brands in a managerial context. 21
1.5 Relevance of the Present Study A Grand Project gives an opportunity to the students to interact closely with the industry. After the completion of foundation courses, GP gives the student a chance of doing the work on the one hand and gaining the practical experience on the other. The theory that one had learnt in classrooms and the real aspects in the industry vary drastically. At the first instance it might seem as that theory would be of no help in dealing with the real life cases and situations. But once on dealing with those situations one would realize how important the theoretical framework is in building a strong foundation through which one can approach any problem with multiple perspectives and that too with the confidence into me. This project was a wonderful opportunity to put into practice the tools, techniques and skills learnt in the three semesters of my MBA course. It has been an amazing experience to put in the application almost all the subjects that I had learnt into one single project. Right from the approach to the problem till the report writing and presentation of the recommendations these skills and techniques learnt have been the great aid. The basic approach to any problem with clear understanding of the objective of the problem and then moving on to determine the methodology to solve the problem at hand, which was taught as a part of the human resource course, came in handy to get the right start for the project. The summer internship project has brought in me one major change which I am sure would be the key to success in all my future endeavors. There has been a change in my attitude. I have learnt that to succeed one cannot be sufficient with the specialized and limited knowledge rather one should always be open to continual learning and bring in discipline in life to channelize the one’s strengths in the right direction. 22
CHAPTER – 2 Research Methodology Basically ‘Research’ means systematic investigation to establish facts or principles or to collect information on a subject. In the broadest sense of the word, the definition of research includes any gathering of data, information and facts for the advancement of knowledge. With this view the research is undertaken as under:-
2.1 Research Objective:The major objective of the study is to analyze the position of Samsung Vis-à-Vis its competitors and to identify weak areas and provide recommendations for the sales. The consumer durable market has grown considerably in last few years in India. With the growth, the level of competition has grown as well. Literally every day companies come up with new attractive offers to grab the better share of the market. The challenge is not only to get the new customer but also to continue with the existing customers. The objective of doing the project is to: 1) To identify the Dealer and Consumer perception about the Samsung products with respect to its competitors in Color Television & A.C. segment. 2) To study awareness of Brand Samsung among the consumers. 3) To suggest some differentiating strategies to stay ahead in competition in Color Television & A.C. segment.
23
2.2 Research Design:- -
Types of Research: -The research undertaken includes both the descriptive research and objective research. The objective research was undertaken for consumer survey and descriptive research was undertaken for competitive analysis.
-
Data Sources: - The data sources utilized for resource includes both the primary data and secondary data. The primary data was utilized for the consumer survey while secondary data was utilized for competitive analysis.
-
Research Methods: - The methods utilized for research comprises of survey / schedule method as well as also involves the personal interaction. The survey method was adopted for consumer survey while personal interaction strategy was adopted for competitive analysis.
-
Research Technique: - For making the consumer survey the research technique adopted was structured questionnaire.
-
Type of Questions: - The Questions included in the questionnaire for dealer & consumer Survey were mostly the closed ended ones and some were open ended ones.
-
No of Questions: -
The Questionnaire for dealers and retailers for both
Color TV & Air conditioner includes 16 questions. While the questionnaire for consumers included only 10 questions. -
Place of Research: - The consumer survey was conducted in the district of Rajkot in areas like proper city of Rajkot, Vankaner, Jetpur, Gondal, Morvi etc.
-
Sampling Method: - The Sampling Technique used was Sampling 24
convenience
-
Sample Size: - The sample size selected for consumer research was 100 consumers and for dealer analysis size of 100 retailers and dealers selected.
25
was
CHAPTER -3 Research Findings and Analysis:A) From Dealers and Retailers Survey. B) From Customer Analysis. Major Findings and Analysis from dealers and retailers survey are ----
ANALYSIS OF THE DEALERS QUESTIONNAIRE FOR (CTV) For this purpose we conducted a survey with the sample size of 100. This sample includes the dealers and the retailers in the area of Rajkot and surroundings. The questionnaire having 16 questions was prepared to obtain the desired information and the method of personnel interview was also adopted for those dealers who were not interested in filling the questionnaire and the data got is then analyzed and following are the results for the same. The starting of our questionnaire was with the question 1 .Which of the following brands of CTV, you are dealing in? This question mainly gives the idea that how many dealers and the retailers are dealing in single and multiple brands Fig shows that out of 100 dealers and retailers who were part of survey in Rajkot and surroundings 60 were dealing in the single brand only and the 7 were dealing in multiple brands.
26
Deaalers Rattio Dealerrs who prefer ssingle brand
Dealerrs who prefer ttwo brands
Dealerrs who prefer tthree Brands
Dealerrs who prefer m more than 5 brrands 7%
10%
23% %
60%
-------------------------------------------------------------------------------------------------------------2. How man ny models do d you display for each brand? Mainly thhe 15, 21, 29, LCD & PLASMA were considered foor the brandds Samsung, Soony, LG, Haaier, Videocoon and the major dealeers and the retailers r werre innterested in keeping k the brand most sold. The ch hart shows thhat out of th he total surveey thhe proportionn.
Average e Proporrtion of Display at each store Plaasma 22
20
LC CD 15 5 inch TV
18 3
21 1 inch Tv
37
29 9 inch
T questionn also boughht up an ideaa that lower end This e marketss have more proportion of o 29, 21 inch diisplay as com mpared to thhat of high en nd market. ---------------------------------------------------------------------------------------------------------
27
3. Which are the two highest selling models of each company in CTV & their prices? The models that were sold more in comparison to others for the same brand in the CTV segment are as follows. THE HIGHEST SELLING MODELS Samsung
21inch Plano- Z30 , Z43
LG
21inch Flatron -21FD 2RG- TX, 21FC8RG-AX
Haier
21inch Platron- 21F2A, 21F9D
Videocon
21inch Challenger-
Sony
21inch KVHM213 M80, KVFA 21M 83
4 . To what extents, following brands of CTV are preferred by customers? This question was mainly asked to have an overview of how the customer responds to a particular brand and the results are shown below in the following chart.
Customer brand prefrence in
LCD
40% 35% 30% 25% 20% 15% 10% 5% 0% Samsung
Sony
LG
Videocon
Haier
-----------------------------------------------------------------------------------------------------28
5. What is the price band b for which w the customer c loooks for while w makin ng purchase deccision? With this questio on the majoor objective of my survvey was acccomplished it reeveals what the t consumeer need in the particular segment as sshown in thee table below w. Segmen nt
Brand
Prrice range
15 inch
Videoccon
5,,000-6,000
21inch
Samsunng/LG
9,,000-10,000
29inch
Sony/S Samsung
155,000-17,0000
LCD
Samsunng
400,000-55,0000
PLASM MA
Samsunng/LG
555,000-60,0000
A Average dem mand for the brand has bbeen also esttimated withh the finding gs of the sam me quuestion.
CUSTOM C ER PREFFERENCEE FOR BR RAND 8%
SONYY
1 12%
32%
SAMSUNG LG
22% %
VIDEEOCON HAIEER
26% %
Q Question 6 was w an open ended e question.
29
7. What is the expected percentagge of custom mers who arre willing to pay? W the surrvey and theen the analyysis of the data concludes that in the high ennd With m markets like yagnik y road,, kalavad roaad , the ratio o of premium m and low end e customerrs w 60: 40 ass shown in pie chart was
Proportio on of custo omers in high h end markets m low--end Custom mer 40%
Premium Cu ustomer 60% %
While in the t lower ennd markets liike Jetpur, Gondal, G Morrvi and outskkirts of Rajkoot the propoortion of Premium P annd low endd customer is of the ratio 20:80.
Proporttion of customers in low w end m market 20% % Prremium custom mers 80%
lowend custome ers
-------------------------------------------------------------------------------------------------------
30
8. what are the parameters on n which consumers m make his purrchase (ran nk them)?
Param meters th hat consu umer takes into o conssideratio on in making purrchase percentage o of persons who consideers brand 10% 7% 10%
percentage o of persons who consideers price 50%
percentage o of persons who consideers product features percentage o of persons who consideers product design
23% %
-------------------------------------------------------------------------------------------------------9. what is i the annuaal estimated d sales of CT TV? After taking out the t average of the low-eend and prem mium markeets the resullts obtained are that thee average annnual sales of the prem mium end market m was as a under Brand d Name
A Annual averrage estimatted sales
Samsu ung
6192 pieces p. a
Sony
5676 pieces p a
L.G
67088 pieces p .a
Videoocon
2580 pieces p. a
Haierr
1032 pieces p .a
-------------------------------------------------------------------------------------------------------31
10. At which visit, customer generally finalize his/her decision for buying a CTV? This mainly gives an overview of how customers make their purchase decision when they enter in to show room. The results of this analysis are shown below
Customer Decision Index
90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 1
2
3
Any other
Visit to Show room
--------------------------------------------------------------------------------------------------11.
Does
customer
come
with
prior
knowledge/information
about
particulars brands of CTV?
12. When customers mostly visit showroom for buying CTV? Question 11& 12 mainly help in predicting that which offer attracts the customer the most and the results obtained after the analysis work are shown below in the following bar chart:-
32
Customer Visit Index
70% 60% 50% 40% 30% 20% 10% 0% Discount offer
exchange offer
new features
Any other
--------------------------------------------------------------------------------------------------13. What is the most acceptable size in CTV now days? The question mainly emphasized on bringing out the most acceptable size of CTV in each segment and thus the results obtained are shown as under.
Segment
Size
CTV
21
LCD
31
PLASMA
42
-------------------------------------------------------------------------------------------------------
33
144.
Below w are differrent modes of promottion. Pleasee rank folloowing modees from 1 to 7, on th he basis of their t influen nce on custoomer. (Rankk1=high, Raank 7 = low) The major modees of promootion that innfluenced thhe customerrs was audiio visual mo ode that com mprises of 599% print meedia occupyiing 24% andd other modees influencedd them 17% this is show wn in chart
Influ uencial modes o of promo otion 10% 20% %
49%
Audio Visual A P Print Media In nternet
21%
Trade shows
-------------------------------------------------------------------------------------------------------The otherr two questioonnaires werre generally ignored by the retailerss as they trieed to be loyaal to the brannds in whichh they were dealing. d
34
ANALYSIS OF THE DEALERS QUESTIONNAIRE FOR (AC) For this purpose we conducted a survey with the sample size of 100. This sample includes the dealers and the retailers in the area of Rajkot and surroundings. The questionnaire having 16 questions was prepared to obtain the desired information and the method of personnel interview was also adopted for those dealers who were not interested in filling the questionnaire and the data got is then analyzed and following are the results for the same. The questionnaire started with the question 1 .Which of the following brands of AC, you are dealing in? This question brought the fact that how many dealers and retailers are dealing single and multiple brands of air conditioners this is as shown below:-
Dealer Ratio Multiple brand 32%
single Brand multiple brand
Single brand 68%
------------------------------------------------------------------------------------------------------
35
2. How many models do you display for each brand? In this question mainly the 1.0 ton, 1.5 ton and 2 ton capacity of both window split air conditioner category were considered and the models displayed at each counter on an average are as under:
Brand Name Capacity
Samsung w/s
LG
Bluestar
w/s
w/s
Videocon w/s
Haier w/s
1 Ton
2/1
2/1
2/1
1/1
1/0
1.5 Ton
3/2
3/1
2/2
1/1
1/1
2.0 Ton
1/1
1/1
1/0
1/0
5/0
------------------------------------------------------------------------------------------------------3 . Which are the two highest selling models of each company in AC & their prices? Each brand has its unique image for its product thus the highest selling models for each brand also vary according to the quality features as well as demand for the products the highest selling model for the each brand are as follows in the following table
36
Brand
Model
Samsung
18QB
LG
W18G2
Videocon
SB1608
Blue star
WAM181YB
Haier
HW12DX
------------------------------------------------------------------------------------------------------4 . To what extents, following brands of AC are preferred by customers? The major brands preferred by the customers according to the options given are
Brand Prefrence by customers 35% 30% 25% 20% 15% 10% 5% 0% Samsung
LG
Videocon
Bluestar
Haier
-------------------------------------------------------------------------------------------------------
37
5. What is the price band for which the customer looks for while making purchase decision? This question mainly brought out the conclusion of which price brand generally the customer looks for when he makes his purchase decision this is explained as under.
Segment
Price Band
1.0 Ton
11,000-15,000
1.5 Ton
16,000-25,000
2.0 Ton
30,000-40,000
------------------------------------------------------------------------------------------------------7. What is the expected percentage of customers who are willing to pay ? The analysis of the data reveals that the proportion of premium customers is around 78% as compared to that of low-end customers that comprise of only 22% .
Proportion of Premium & Low-end Customers in Market Low-end customers 22%
Premium Customers 78%
------------------------------------------------------------------------------------------------------38
8. what is the annual estimated sales of AC? After taking out the average of the low-end and premium markets the results obtained are that the average annual sales of the premium end market this analysis work constitute the limited sample size and thus may not predict the correct figures. The word season means the month of March, April, May, June.
Brand Name
Annual
average
estimated
sales Samsung
24000 pieces per season
LG
27000pieces per season
Blue star
25200pieces per season.
Videocon
15000pieces per season.
Haier
7800pieces per season.
------------------------------------------------------------------------------------------------------9.
Please rank each of the following features from 1 to 5 on the basis of their
importance to customers ? This question after being analyzed brought out the conclusion that out of the total sample size people who gave their 1st preference to brand name were around 42% and who went for Features were 22% and people who gave their 1st Preference to price were 28% dealers communication & Design constituted respectively for 2% & 6%.
39
Cusstomer P Prefrencce Indexx Brand d Name
Feeatures
Price
Deale ers Communciiation
Dessign
2% 6% 42%
28 8%
22 2%
-------------------------------------------------------------------------------------------------------------10. At which h visit, custoomer generaally finalize his/her deciision for bu uying AC? T mainly gives This g an oveerview of hoow customerrs make theirr purchase decision d wheen thhey enter in to t show room m. The resullts of this an nalysis are shhown below
Consum mer Decisio on Index 100% 90% 80% 70% 60%
S Series1
50% 40% 30% 20% 10% 0% 1
2
Any other
Visit to t Showroom
-------------------------------------------------------------------------------------------------------------40
Q12. When customers mostly visit showroom for buying AC? Question 11& 12 mainly help in predicting that which Promotional Techniques attracts customer the most and the results obtained after the analysis work are shown below
Customer Visit Index
60% 50% 40% 30% 20% 10% 0% Discount offer
exchange offer
Guift options
Any other
---------------------------------------------------------------------------------------------------Q14. Below are different modes of promotion. Please rank following modes from 1 to 7, on the basis of their influence on customer. The major modes of promotion that influence the customer were audiovisual 64%, Print media 28%, Tradeshows 8%.
41
Promotional Technique Index
70% 60% 50% 40%
Series1 30% 20% 10% 0% Audiovisual
Print Media
Tradeshows
------------------------------------------------------------------------------------------------------Q16. Which Brand you Recommend and why? As this was the last question the importance of this question was much more as people tried to ignore it but the information obtained from the analysis of this question are shown below :-
Dealers Recommendation for the Brand 40% 35% 30% 25% 20% 15% 10% 5% 0% Samsung
LG
Bluestar
42
Videocon
Haier
FINDINGS FROM THE CONSUMER QUESTIONNAIRE For this purpose we conducted a survey with the sample size of 100. This sample includes Businessman, Government employees, Private Employees and Housewives. This includes a questionnaire having 10 questions and the data got is then analyzed and following are the results for the same. 1) The first question is which of the following Brands deal in consumer durables? As shown in the figure, the response was 100% positive
consumer durables
100% 1
-------------------------------------------------------------------------------------------------------
2) ‘How do you make your purchase decisions?’ Following figure interprets the result that 84% of the consumer makes their purchase decisions with the help of one or the other aided media. But at the same time around 16% go for unaided purchase decisions.
43
Purchase decision 16% 84%
aided unaided
aided
-------------------------------------------------------------------------------------------------------
3) Which purchase pattern is followed at your place? This question tells about how many people really take the help of there near and dear ones while making the purchase decision and also helps the marketers to target the appropriate segment. The result shows that 78% of the consumers take the help of their family and around 22% of the consumers go for the individual decision while making the purchase decisions
Purchase pattern of consumers 22%
Individual
78%
family
------------------------------------------------------------------------------------------------------
4) On which of the following parameters you make your purchase decision? (Rank them according to your preference) 44
It tells about how many people out of the 100 consumers give more preference to the above mentioned options. The result shows that 46% of the consumers give their 1st preference to price, 6% to product,22% to quality,24% to brand name, 0% to packaging,2% to Features the graphical representation Explains it more clearly Parameters for purchase decision Rating
Price
Product Quality Brand name
Packaging Features
1
46
6
22
24
0
2
2
22
10
14
44
1
9
3
18
16
38
10
2
16
4
10
8
20
14
1
47
5
0
58
4
6
6
26
6
4
2
2
2
90
0
Price 50 40
Price
30 20 10 0 1
2
3
4
Rating
45
5
6
7
Product 80 60 Product 40 20 0 1
2
3
4
5
6
7
Rating
Packaging
100 80 60
Packaging
40 20 0 1
2
3
4
5
6
Rating
Quality 40 35 30 25 20 15 10 5 0
Quality
1
2
3
4
Rating
46
5
6
Brand nam e 50 Brand name 40 30 20 10 0 1
2
3
4
5
6
7
Rating
features 50 f eatures 40 30 20 10 0 1
2
3
4
5
6
Rating
-------------------------------------------------------------------------------------------------------
5) Which Brands of consumer durables you have been using before? 6) Which consumer durables you posses at your home presently?’ 7) Do you feel like shifting to some other brand or you are fully satisfied with the present one? These three questions mainly bring out the picture how the consumers follow the trends in the industry these questions mainly emphasize on the consumer loyalty level. Out of around 100 consumers 42% continued with the same brand, 36% shifted 47
to some other brand and around 22% were planning to shift to some other brand. fig shows the same in more appropriate manner. The overall analysis shows that only 42 % of the consumers are brand loyal while 58% of the consumers have the tendency of shifting to some other brand. Consumer loyalty level
45 40 35 30 25 20 15 10 5 0
Trend in consumer durable industry
continuing with same brand
Shifted to some Planning to shift other brand
-------------------------------------------------------------------------------------------------------
8). Please rate the following brands of CTV on the scale of 1 to 5? This question is for those consumers who are well aware of the existing brands and have sufficient knowledge regarding each brand the consumers were asked to rate the given brands on the scale of 1to 5 on the basis of their opinion for Quality, features, Design, Screen resolution and efficiency. The results obtained for the quality rating for CTV for Sony, Samsung, LG, Haier, and Videocon. Are shown in the fig.where 32% of the consumers have rated 5 Sony on the contrary Samsung emerged as the leader in this segment with 48% of the consumers rating it on the scale of 5..
48
Consumer Rating Chart for CTV 60 Quality Rating 50 40 30 20 10 0 Sony
Samsung
Haier
Videocon
LG
-------------------------------------------------------------------------------------------------------
9). Please rate the following brand of AC on the scale of 1 to 5? Where 1 mean poor service and 5 mean excellent service This question also tested the knowledge of consumers who are well aware of the existing brands of AC and have sufficient knowledge regarding each brand the consumers were asked to rate the given brands on the scale of 1to 5 on the basis of their opinion for Quality, features, Design, Cooling effect and efficiency. The results obtained for the quality rating for AC Segment for Bluestar, Samsung, LG, Haier, and Videocon. Are shown in the fig. where 42% of the consumers have rated 5 LG on the contrary Samsung emerged as the leader in this segment with 46% of the consumers rating it maximum on the scale of 5. Followed by the other brands.
49
Consumer Rating Chart for AC 50
Quality rating
45 40 35 30 25 20 15 10 5 0 Samsung
LG
Vediocon
Haier
Bluestar
----------------------------------------------------------------------------------------------------10) How far you are aware about Samsung Products& what is its impression in your mind? As shown in fig 2.2, in Chandigarh and Surroundings Samsung enjoys an awareness of over 95% and a positive opinion of around 80% in the area today.
Consumer Awareness and Opinion chart Awareness among people 95% Positive opnion among people 80%
50
CHAPTER-4 Conclusion From the study we can conclude that consumer durables play a major role in the day to day life of human beings . Consumer durables are has taken place as a necessity now a day’s one finds it hard to survive without them . The comfort alone should not be considered as the basis of measurement of the performance of Consumer Durable industry, it should also include the Necessity Part. Samsung India electronics one of the leading Consumer Durable provider should also concentrate on the research and development in the country itself so as to fulfill the demands of the local residents in the desired manner.
4.1 Implications of the Present Study:Primary data collected through questionnaire, Personnel Interviews regarding the Samsung and its competitors i.e. Sony, L.G, Videocon, Haier, bluestar And the Analysis of the data using Research Methodology Reflects the following. Consumer Durables play a major role in the life of each individual. The dealers are the inseparable pillar between the company and the ultimate consumer. Retailers can sell anything to the consumers if rewarded with appropriate incentives. Dealers are happy keeping the single brand. Retailer like keeping variety brand so as not to let the consumer leave the counter until he affect sales. The retailers of remote areas of Rajkot i.e. Morvi, Vankaner, Gondal ,Jetpur etc have different perception about Different segments of CTV&A.C. Retailers like to stock the most sellable models of the company rather than the display models being promoted by the company. 51
The dealers in areas like Yagnik Road, Kalavad Road are targeting high profile people. The markets of Morvi, Vankaner, Gondal ,Jetpur are the low end markets. The percentage of premium end customers in central Rajkot is around 90% as compared to of 30% in outskirts of Rajkot. Low end markets of Rajkot have very less market for 1.5 & 2 ton Air conditioners. The retailers in Morvi are in a better position to tackle consumers as compare to that of other remote areas. Dealer disclosed the fact that approx 85 percent customer come with Prior knowledge of product price, features, discount offer, exchange offer only 15 percent are unknown customer. In CTV segment 38 percent dealer recommend the Samsung brand, 32 percent dealer recommend LG, 18 percent recommend Videocon and 12 percent recommend the Haier. AC segment: In AC segment LG got the highest recommendation 32 percent, Samsung got 31 percent, Haier got 17 percent and Videocon got the 20 percent recommendation. The analysis of the sales data reflects that the sale of Samsung is increasing year after year in comparison to its competitors. The ranking of the brands have the positive relation with design, price and others have the negative correlation.
52
4.2 Limitations of the Study:
The Data collected from the Dealer might not be very accurate to obtain the desired information.
The sample size taken is small to make a universal statement.
The final conclusion can be also affected by some of the extraneous variables.
Though the study represents the position of Samsung in Rajkot. Due to small sample size, the finding may not be a true representative and it cannot be generalized across India.
Biasness of the respondent.
Lack of sufficient information.
Difficulty in gathering the reasonable data.
It’s all about the future predictions and future is unknown.
4.3 Scope of Further Study:There is a scope of future and detailed study of the more retail outlets of other territories to study buying and consumption pattern of particular segment in that region and also the impact of communication in that region. Also there is a wide scope to study the marketing activity of other small and big companies in the other parts of country which would reveal how and why the particular brands are successful in particular regions only.
53
4.4 Suggestions: The Companies should more concentrate on R&D rather than wasting their money in various Sales promotional techniques. Most of the people feel that advertisement is not up to the mark i.e. it does not provide clear picture about the Product Being promoted and its schemes. So proper measure should be taken to make the advertisement more informative and creative. Samsung India Electronics should also target the lower End markets where their sale is very low due to the existence of the local players. Samsung should make the market strategy keeping in mind both the lower-end as well as the premium markets. Samsung should also concentrate on the product category gap between the branded and the local players to win the competition in the long run.
54
BIBLIOGRAPHY Reports and Research Papers:1. Justin Benek (2010):-
African Journal of Business Management, vol (4) ,pp-203.
2. Kapferer and Giles (1993):- Further Evidence on the Consumer Involvement Profile: Five Antecedents of Involvement”, Psychology and Marketing, 10, (July/ august), pp. 347-355) 3. Lane, Vicki R. (2000):- The Impact of Ad Repetition and Ad Content on Consumer Perceptions of Incongruent Extensions”, Journal of Marketing, 64 (April), pp. 80-91.) 4. Dr Leif E. Hem(2001):-“Factors influencing the Brand Awareness and Brand extensions” 5. Lynch and John (1998):-
“Consumers Beliefs of Top US Computer Brands”,
Journal of Academy of Marketing Science, 27 (Summer), pp. 367-376) 6. Nico Martin (2001):-
"Consumer Perception of Electronic-commerce," South
African Computer Journal, 27, 27-33, 2001) 7. Ovidiu I. Mosiecu(2000):-
The importanc of brand awareness in consumers’
buying decision and perceived risk assessment by Ovidiu I. Mosieud Babeş-Bolyai University of Cluj-Napoca 8. Shu-Hsien Liao (2000):‐ study of the relationship between brandawareness, brand association, perceived quality, and brand loyalty, Dept. of Management Sciences and Decision Making, Tamkang University
. 55
Books:1) C.R.Kothari :- “Research Methodology” 2) Kevin lane Keller :- “ Strategic Brand Management”. 3) Naresh Malhotra :- “Marketing Approach- An Applied Oriented Research” 4) Philip Kotler:- “ Marketing Management”
Webiliography:http://www.samsung.com http://www.sony.com http://www.indiainbusiness.nic.in/industry... http://www.haier.com http://www.lgindia.com http://www.videocon.com http://www.bluestar.com http://www.marketingpower.com http://www.hbs.edu/research/pdf/06-059.pdf http://gdex.dk/ofdi/29%20Kale%20Dinar.pdf http://iis-db.stanford.edu/pubs/11893/Smith.pdf http://tspace.library.utoronto.ca/retrieve/2376/ej99003.pdf http://www.researchandmarkets.com/reports/53984/
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Annexure Questionnaire on CTV Q1.
Which of the following brands of CTV, you are dealing in? (Please Tick)
a) LG
b) Samsung
c) Videocon
d) Sony
e) Haier
f) Any Other (Please Specify) ______
Q2 How many models do you display for each brand? Samsung
LG
Haier
Sony
Videocon
15 21 29 LCD PLASMA
Q3
which are the two highest selling models of each company in CTV & their prices? Samsung -………………………………………………………… LG…… -………………………………………………………… Haier… -…………………………………………………………
57
Videocon-………………………………………………………… Any other-…………………………………………………………
Q4.
To what extents, following brands of CTV are preferred by customers? (Mark the appropriate preference level by ticking against respective brand)
Brands
Very High
High
Low
Very Low
Nil
LG Samsung Hiear Videocon Sony
Q5 what is the price band for which the customer looks for while making purchase decision? Segment
Brand
Price
15
…………
…………
21
…………
…………
29
…………
…………
LCD
………...
………… 58
Plasma
…………
…………
Q6 is customer ready to pay premium for additional features? ………………………………………………………………………….. Q7 what is the expected percentage of customers who are willing to pay Premium
…………….
Low-end
…………..
Q8. What are the parameters on which consumer makes his purchase decision? Parameters
Rank
o Price
……..
o Packaging
.…….
o Product Features
…….
o Brand Name
…….
o Product Quality
…….
o Product Design
. ……
Q9 what is the annual estimated sales of CTV? Brand
Amount
o Samsung
…………..
o L.G
…………..
o Videocon
.………….
o Sony
.………….
o Haier
…………..
Q10. At which visit, customer generally finalize his/her decision for buying a CTV? 59
a) At Fist Visit
c) At Third Visit
b) At Second Visit
d) Any Other (Please Specify)
___
Q11. Does customer come with prior knowledge/information about particulars brands of CTV?
a) Yes
b) No
If yes, what types of information/knowledge, they have? a) About Discount Offer.
b) About Exchange Offer.
c) About New Features.
d) Any Other (Please Specify)
___________________________
Q12. When customers mostly visit showroom for buying CTV? a) During Exchange Offer
c) During discount Offer
b) During Gift Option Offer
d) Any Other (Please Specify)_________
Q13. What is the most acceptable size in CTV now days? Color TV
14 inch
21 inch
29 inch
LCD TV
22 inch
40 inch
52 inch
Plasma TV
36 inch
42 inch
46 inch
Any Other (Please Specify)
___________________________
Q14. Below are different modes of promotion. Please rank following modes from 1 to 7, on the basis of their influence on customer. (Rank1 = high, Rank 7 = low)
60
a) Television
________
e) Radio
________
b) Newspapers ________
f) Magazines ________
c) Pamphlets
g) Internet
________
________
d) Trade Shows ________
Q15. What different complaints are faced by you from your customer? (Mark √ to appropriate one) Brand
LG
Samsung
Haier
Videocon Sony
Complaints Bad
Picture
quality Problem
with
Picture tube High
Electricity
Consumption Fading of Color
Q16. Which Brand you Recommend and why? ………………………………………………………………………………………
61
PERSONAL PROFILE
Dealer’s Name: Address: Ph. No.:-
____________________________ ____________________________ ____________________________
Date:
Sign/
Stamp
62
Questionnaire on A.C Q1.Which of the following brands of AC, you are dealing in? (Please Tick) a) LG
d) Samsung
b) Videocon
e) Blue star
c) Haier
f) Any Other (Please Specify) ______
Q2. How many models do you display for each brand? Capacity
Samsung
LG
Haier
Bluestar
W/S
W/S
W/S
W/S
Videocon W/S
1.0 Ton 1.5 Ton 2.0 Ton
Q3 . which are the two highest selling models of each company in AC & their prices? Samsung -………………………………………………………… LG…… -………………………………………………………… Haier… -………………………………………………………… Videocon-………………………………………………………… Any other-…………………………………………………………
63
Q4.To what extents, following brands of AC are preferred by customers? (Mark the appropriate preference level by ticking against respective brand) Brands
Very High
High
Low
Very Low
Nil
LG Samsung Hiear Videocon Blue Star
Q5. What is the price band for which the customer looks for while making purchase decision? Segment
Brand
Price
1.0 Ton
………………
…………
1.5 Ton
………………..
…………
2.0 Ton
………………..
…………
Q6. Is customer ready to pay premium for additional features? ………………………………………………………………………….. Q7 what is the expected percentage of customers who are willing to pay Premium
…………….
Low-end 64
…………..
Q8. what is the annual estimated sales of AC?
Q9.
Brand
Amount
o Samsung
…………..
o L.G
…………..
o Videocon
.………….
o BlueStar
.………….
o Haier
…………..
Please rank each of the following features from 1 to 5 on the basis of their importance to customers. Rank 1= the most importance feature Rank 5=the least important feature
Feature
Rank Order
a) Price
_________
b) Design
_________
c) Features
_________
d) Dealers Communication
_________
e) Brand Name
_________
Q10. At which visit, customer generally finalize his/her decision for buying a AC? a) At First Visit
c) At Third Visit
b) At Second Visit
d) Any Other (Please Specify)
___
65
Q11. Does customer come with prior knowledge/information about particulars brands of AC?
a) Yes
b) No
If yes, what types of information/knowledge, they have? a) About Discount Offer.
b) About Exchange Offer.
c) About New Features.
d) Any Other (Please Specify)
___________________________
Q12. When customers mostly visit showroom for buying AC? a) During Exchange Offer
c) During discount Offer
b) During Gift Option Offer
d) Any Other (Please Specify)________
Q13. What is the most acceptable size in AC now days? a) 1Tone
b) 1.5Tone
d) Any Other (Please Specify)
c) 2 Tone
___________________________
Q14. Below are different modes of promotion. Please rank following modes from 1 to 7, on the basis of their influence on customer. (Rank1 = high, Rank 7 = low) a) Television
________
e) Radio
b) Newspapers
________
f) Magazines ________
c) Pamphlets
________
g) Internet
d) Trade Shows ________ 66
________
________
Q15. What different complaints are faced by you from your customer? (Mark √ to appropriate one)
Brand
LG
Samsung
Haier
Videocon Blue Star
Complaints Bad cooling quality Problem with Noise High
Electricity
Consumption Cost of Maintenance
Q16. Which Brand you Recommend and why? ……………………………………………………………………………………… PERSONAL PROFILE Dealer’s Name: ____________________________ Address: Ph. No.:-
____________________________ ____________________________
Date: Sign/ Stamp 67
QUESTIONNAIRE FOR CONSUMER Q1. Which of the following deal in consumer Durables? a) Samsung
e) Videocon
c) L.G
f) Bluestar
g) Bajaj
b) Sony
d) Haier
h) Hero Honda
Q2. How do you make your Purchase decisions are they? a) Aided ( with the help)
b) unaided ( without help)
Q3. Which purchase pattern is followed at your place? a) Individual
b) Family
Q4. On which of the following parameters you make your purchase decision? (Rank them according to your preference) a) Price
d) Brand name
b) product
e) Packaging
c) Quality
f) Features
Q5.Which Brands of consumer durables you have been using before? ………………………………………………………………………………………… ………………………………………………………………………………………… Q6. Which consumer durables you posses at your home presently? ………………………………………………………………………………………… …………………………………………………………………………………………
68
Q7. Do you feel like shifting to some other brand or you are fully satisfied with the present one? ………………………………………………………………………………………… ………………………………………………………………………………………… Q8. Please rate the following brands of CTV on the scale of 1 to 5? Where 1 means poor service and 5 means excellent service Sony
Samsung
Haier
Videocon
LG
Quality Design Features Screen Resolution Efficiency
Q9. Please rate the following brand of AC on the scale of 1 to 5? Where 1 mean poor service and 5 mean excellent service bluestar
Samsung
Haier
Quality Design Cooling effect Durability 69
Videocon
LG
Efficiency After sales Service
Q10. How far you are aware about Samsung Products& what is its impression in your mind? ……………………………………………………………………………………... ……………………………………………………………………………………... PROFILE OF THE SUBJECT:
Name
of
Consumer:
…………………………………………………………………………
Address: ………………………………………………………………………… …………………………………………………………………………
Phone………………………
E-mail id (any)……………………………………………………….
70
71
72
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