MS 100 A PROJECT PROPOSAL ON “BRAND AWARNESS & MARKET ANALYSIS OF SAMSUNG LED TELEVISION”
PREPARED BY:THAKUR BIMMISINH.D MBA (MARKETING) ENROLMENT NO.:110288330 STUDY CENTER CODE: 0905 STUDY CENTER: MTB ARTS COLLEGE, SURAT GUIDED BY: DR. MAHESH TRIVEDI SUBMITTED TO: INDIRA GANDHI NATIONAL OPEN UNIVERSITY IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF THE DEGREE MASTER OF BUSINESS ADMINISTRATION YEAR: MAY 2013
RATIONAL OF THE STUDY From the descriptive research study of this project, the company would be able to know about their prospect and customer needs, preference, characteristics and level of satisfaction from seven dimensions of Samsung Televisions viz. quality, availability, brand image & pricing. With the help of this project work, the company can know the consumer attitude, perception towards their shopping preference, about strength and weaknesses from each and every dimension of consumer durable industry, and thus the organization would be able to provide good quality of goods and services to the customers. This will help the organization in providing better customer share. I choose the LED Television industry for my project work because presently it is the one of the fastest growing sector and having vast future scope in India. Researcher has chosen project study in marketing subject because this field is very challenging and it posses full of creativity and art. Samsung posses a very reputable brand image in India and abroad and is made of very good standing management team. For sharpening my knowledge and skills, it is the best place to shape my theoretical knowledge in to practice. The another reason for choosing Samsung is because it is having good position in organized and is the leading across the world in every electronic goods like, Televisions, Air conditioners, Mobiles, Tablets, Laptops etc. For the purpose of my study I have gathered data regarding the company and research work by primary data. Researcher has gathered primary data through sample survey, as the primary data seems to be best alternative for researcher. For the purpose of the researcher’s study. I have taken questionnaire method as a data collection instrument. And have also used secondary data sources to collect information regarding company profile. For this purpose I have referred company websites. The survey is based on sample; this sample size will be in order to collect accurate information within minimum cost & and time. In sample survey method, by suing questionnaire, data will be collected to know perception of consumer regarding Brand Awareness and Market Analysis of SAMSUNG’s LED Television.
SAMSUNG INTRODUCTION. Korean is a South Korean multinational electronics company headquartered in Suwon, South Korea. It is the flagship subsidiary of the Samsung Group and has been the world's largest information technology company by revenues since 2009.Samsung Electronics has assembly plants and sales networks in 61 countries and employs around 221,000 people. Samsung Electronics is the world's largest mobile phone maker by 2011 unit sales and words second-largest semiconductor chip maker by 2011 revenues (after Intel Corporation). It has been the world's largest television manufacturer since 2006 and the world's largest maker of LCD panels for eight consecutive years. It has the largest marketshare worldwide in memory chips. The company is the world's largest vendor of smartphones since 2011. Samsung has also established a prominent position in the tablet computer market, with the release of the Androidpowered Samsung Galaxy Tab. By 2004 Samsung was the world's-largest manufacturer of OLEDs, with a 40 percent market share worldwide, and as of 2010 has a 98% share of the global AMOLED market. The company is leading the world OLED industry, generating $100.2 million out of the total $475 million revenues in the global OLED market in 2006. As of 2006, it held more than 600 American patents and more than 2,800 international patents, making it the largest owner of AMOLED technology patents. Samsung's latest AMOLED smartphones use its Super AMOLED trademark, with the Samsung Wave S8500 and Samsung i9000 Galaxy S being launched in June 2010. In January 2011, it announced its Super AMOLED Plus displays– which offer several advances over the older Super AMOLED displays – real stripe matrix (50 percent more sub pixels), thinner form factor, brighter image and an 18 percent reduction in energy consumption. In October 2007, Samsung introducing a ten-millimeter thick, 40-inch LCD television panel, followed in October 2008 by the world's first 7.9-mm panel. Samsung is leading the industry by developing panels for 24-inch LCD monitors (3.5 mm) and 12.1-inch laptops (1.64 mm). In 2009, Samsung succeeded in developing a panel for forty-inch LED televisions, with a thickness of 3.9 millimeters (0.15 inch). Dubbed the "Needle Slim", the panel is as thick (or thin) as two coins put together. This is about a twelfth of the conventional LCD panel whose thickness is approximately 50 millimeters (1.97 inches). While reducing the thickness substantially, the company could maintain the performance as before, including full HD resolution, 120 Hz refresh rate, and 5000:1 contrast ratio.
Difference between Plasma TV, LCD TV & LED TV
Over the past decade home entertainment technology has really taken some huge leaps forward. Today, the task of buying a new TV is not just a matter of picking your favourite brand or buying the largest size you can afford. There seem to be more options than ever, and this has certainly led to a lot of confusion among consumers. With that in mind, what exactly are the main differences between the different types of TV, and which is the best?* Plasma TVs are one of the older types of flat screen. They are relatively cheap to produce meaning that prices are generally low for the screen size, which led to plasma becoming a popular choice with consumers who wanted to get the largest screen for their money. These TVs use a gas, which then turns into plasma when an electronic current is passed through it; the plasma then emits the light to create the pictures. This results in a high quality, realistic picture that doesn't suffer from motion blur. It also offers a particularly wide viewing angle. However, plasma screens do tend to only have a lifespan of about 10-15 years and do use a relatively high amount of energy, which is now frowned upon as many consumers are trying to become more environmentally friendly. Plasma screens are also quite thick, and are very heavy for their size, so they can be awkward to move. The screen is also fairly susceptible to glare, especially in bright rooms. LCD TVs can trace their roots back to computer monitors and were first introduced at around the same time as plasma TVs. These TVs use the same basic technology as your pocket calculator screen and are backlit with florescent light. They have a much longer lifespan than plasma screens, something in the region of 30+ years, and also use much less power. Traditionally LCD prices were higher than plasma, but as new manufacturing techniques have evolved the prices are now rapidly falling. While LCD TVs are available in a wide range of sizes, they do offer the worst performance of all the flat screens though, not only do they have the lowest contrast level but they also have a slow refresh rate meaning that motion blur often occurs. The viewing angle is also much narrower than that of plasma TVs, which means that it can be difficult to find a location that offers a good view for everyone, especially in smaller rooms. LED TVs are actually the next generation of LCD screens, as they are based on a similar technology but use LED backlighting instead of the florescent backlighting found in traditional LCD screens. The new backlighting technology means that they are able to deliver a much more dynamic picture quality, they also use significantly less power than even the most efficient LCD TVs. LED screens can be made to be extremely thin, so they offer consumers the ability to place the TV practically anywhere - indeed it is now commonplace to see TVs fastened to the wall in order to save floor space. As this is still a relatively new development, LED screens do tend to be more expensive than their LCD counterparts. However as LED TVs become more widespread the cost of production is expected to drop significantly, which will be reflected through dramatically lower prices in-store. Having said that, LED technology is considered to be the most reliable of all the flat screen formats so many people don't mind paying a little bit more.
The world of home entertainment can certainly be a confusing place, especially as new advances in technology seem to come along on an almost monthly basis. Hopefully this article has shed some light on the current generation of flat screen TVs, so at least you can stand a fighting chance the next time you venture into the home entertainment section of the electronics store.
OBJECTIVES OF THE PROJECT:
To study Brand awareness of consumer for LED Television. To find most Important parameter for selection of Brand of Samsung LED Television. To know how they are aware regarding the product. Through questionnaire survey I am going to know how many people of surat have sumsung LED Television. To know that people are satisfy & agree that, Is SAMSUNG LED T.V screen are really thin, are they really occupied less space & provided more comfort &convenient. To findout that People are aware about basic difference between plasma, LCD & LED T.V Through Questionnaire survey as well as secondary data,I want to know that Samsung LEd (LED-Light Electric Diod) TV consume less Electricity or power saver. To find out people are satisfy with their features of Samsung led TV. Through Questionnaire survey I am going to know that product affordable for middle class people or not. To find who are major key player or competitors of Samsung. To study whether customer are aware of different brands of LED Television. Or not. Through Questionnaire survey (primarydata) as well as Secondary data I want to know that samsung. brand is really prove to be technologically Advanced,Inovative & dynamic in nature Note : For my project I use primary as well as secondary data.Secondary data is provided base and context for my research problem.Further collected secondary data on Samsung introduction,company profile,product profile,SWOT analysis,VISION &MISSION of company it reflect my quoted objective more clearly.SO my project is not based only on primary data.Report is both primary as well as secondary data
RESEARCH METHODOLOGY Research methodology is considered as the nerve of the project. Without a proper well- organized research plan, it is impossible to complete the project and reach to any conclusion. The project was based on the survey plan. The main objective of survey was to collect appropriate data, which work as a base for drawing conclusion and getting result.
RESEARCH PROCESS “Marketing research means the systematic gathering, recording, analyzing of data about problems relating to the marketing of goods and services” Marketing research has proved an essential tool to make all the need of marketing management. Marketing research therefore is the specific process of gathering and analyzing of marketing information to meet the needs of marketing management. But gathering of observation is must be systematic. The systematic conduct of research requires:
Orderliness, in which the measurements are accurate. Impartiality in analysis and interpretation. All of research can be categorized into basic and applied. Basic Research Basic Research is that intended to expand the body of knowledge for the use of others. Apply Research Applied Research is one, which is carried out to find the solution for a particular problem or for guiding a specific decision
RESEARCH DESIGN Research design specifies methods and procedures for study. In this study the company was interested to know the brand awareness of Samsung LED TV among people and the demand of different consumer durable product, about competitors, and potential for SAMSUNG procedures to be used for the study among retailers/dealer and. The Research Design is: Descriptive Research Design I have selected descriptive research design as it definitely fits my research study & provide effective results for the study.
DATA COLLECTION & SAMPLING This report was prepared after collecting data from the consumers. A. Sources of Data Collection The Researcher has used primary & secondary data for the core purpose of the project and the primary data has been gathered by survey method.
B. Data Collection tools To conduct a survey, the Researcher has selected a structured questionnaire as an instruction for gathering valuable information from the customers. Questionnaire, which is used for the survey, is consisting of questions and checklist questions to check the customer feedback. C. Contact Method After sampling plan has been determined, the researcher has contacted customers by personal interview and requested them to fill up the questionnaire.
D. Sampling Plan The researcher has design a sampling plan that is consist of five decisions.
Sampling Unit: Who is to be surveyed? The researcher has selected youngsters, businessmen, and housewives, employees to conduct survey and to measure satisfaction level and brand awareness of
Samsung LED TV Sampling Types: There are two types of sampling i.e. Probability Sampling and Nonprobability Sampling. For the purpose the researcher has used Non probability
(Convenience) sampling. I selected this type sampling because we have do a survey from 100 sample
Sample Size: Sample size means limited numbers of respondents covered under the research study from a population and the researcher has taken a survey of 100 respondents to know the satisfaction level of customer.
Sampling Area: The researcher’s area for survey was: Customers come at Sky View, Surat
Sampling Unit: Here the researcher has randomly selected 100 respondents of the Surat city SOURCES OF DATA I have used Primary Data as well as secondary Data. (1) Research Approach:I have been collected primary data through Survey Method and secondary data from Internet, Books and News paper. (2) Reasearch Instrument:For collecting primary data I have been used
Questionnaries as research
QUESTIONNAIRE CONSTRUCTION I have formulated Structured Non Disguised questionnaire. I have been formulated a list of questions and have been asked the questions accordingly to the respondent. I have been informed my research object to my entire respondent therefore I can say that it is a structured-non disguised questionnaire. Types of question:Following types of questions are being used in the questionnaire 1. Dichotomous with Close-ended question:Ex. Do you like watching TV? Yes No 2. Multiple -choice question:-
Ex.TV of which company do you have? SAMSUNG SONY L.G PANASONIC 3. Likert scale question:Ex. Do you agree that SAMSUNG –LEDTV provide a good quality of picture? Strongly agree Agree Neither agree Nor Disagree Disagree strongly disagree 4. Semantic differential question:Ex. Do you know difference between plasma TV, LCD TV and LED TV? To know __ __ __ __ __ unknown 1 2 3 4 5 5. Rating Scale Question:Ex. Give the rank to following brand performance according to parameter given there [1-Very Good, 2-Good, 3-Average, 4-Poor, 5-very poor] Parameter Samsung Sony Panasonic LG Brand Reputation Features Model Price Awareness
6. Dichotomous with Open-ended Question:EX. Are you loyal to a particular brand? Yes No If yes than which one? __________________________________ Language of Questionnaire: - English
BENEFITS OF THE STUDY: Through this project I have got practical training of Research, marketing, statistics and economics. By doing this project, I can get detailed idea about different types Company schemes, services.
More important then this all is the knowledge that I have gain by interacting with Customers, dealers.
LIMITATION OF STUDY: Although I tried my best in preparation of this project, but this study has some limitation: The period of the project was not sufficient to study all the factors in deep. We cannot say that what the consumer have revealed will be right for each and every Situation because their perception is influenced by many factors. Many consumer showed less interest in providing information and haven’t cooperated.
FUTURE SCOPE OF THE STUDY This project gives us great exposure to the Television market because it includes product knowledge and field survey job in which we visited the customers who are willing to purchase Television which includes major factors for purchasing a Television. 1. For the display share of the SAMSUNG products amongst customers. 2. Data of Sales of SAMSUNG TV. 3. Found out the problems that the dealer were facing while selling the SAMSUNG product.
4. Found out the customer response for SAMSUNG Televisions by asking the owner
of the “Sky View” dealer of
SAMSUNG. 5. To conduct this research the target population was the television users, who are using different technologies of televisions. 6. Targeted geographic area of Surat with sample size of 100. 7. Finally the collected data and information was analyzed and compiled to arrive at the conclusion and recommendations given.