Comparative Analysis of Consumer Attitude in White Goods Products of LG and SAMSUNG DISSERTATION 2009

Submitted for the partial fulfillment of the requirement for the award Of POST GRADUATE DIPLOMA IN MANAGEMENT

SUBMITTED BY:
AMARDEEP KR. KESHRI ROLL No.:7123

UNDER THE GUIDANCE OF:

Internal Guide: Dr. Taruna Gautam

Department of Management

Institute Of Management Education, Sahibabad

ABSTRACT
This Dissertation project is a study of consumer satisfaction in white goods products of LG and Samsung will be based on the comparison between LG and Samsung consumer satisfaction. What are the factors that affect the consumer satisfaction? Determining the factors affecting the consumer satisfaction. What is the magnitude of those factors regarding the consumer satisfaction?

Korean brands, LG and Samsung, have cornered nearly half of the Rs 10,000 crore (Rs 100 billion) Indian home appliances market for the first time in the later half of this year. While the LG leads the market with around 35 per cent of the overall market, Samsung improved its position from around 13 to around 16 per cent now.

In fact, except in the refrigerator segment, the two now have combined turnovers greater than the rest of the brands in all the major segments of the market. In the refrigerator market, which accounts for the biggest chunk of the market at around Rs 4,000 crore (Rs 40 billion) this year, Samsung emerged as the biggest gainer since the close of last financial year. Since April, it has not only overtaken Godrej to become the number three after LG and Whirlpool, but has also seen a steady increase in its market share since then from around 12.5 percent of the total value to around 17 per cent now. In the washing machine segment too, estimated to be worth around Rs 1,500 crore (Rs 15 billion) this year, the company was able to increase its presence from 13.3 per cent share to 19.2 per cent share while its share in the microwave market too improved from 18.5 to 24.6 per cent. The company, which had a 15 per cent share in the retail-consumer AC market, was also able to improved its position by around 1.5 per cent over the last seven months.

"We have introduced 50 new products in the home appliances segment, including washing machines, refrigerators, microwaves and ACs. Besides this, the company has also been making special efforts to expand our distribution channels. Since the beginning of the year, it has expanded by 20 per cent," said Ravinder Zutshi, Deputy MD, Samsung India. However LG continued to be the dominant player in the market. Leading in all the four product segments, it has around 50 per cent more market share than its closest competitor in each segment. By value, the company has around 30 per cent of the refrigerator market, 34 per cent of the washing machine segment, 40 per cent in the home AC segment and 38.7 per cent of the microwave market. .

ACKNOWLEDGEMENT
I would like to take this opportunity to thank all the people who have directly or indirectly helped me in this dissertation project. My spell with this great and coveted organization was an experience that will go a long way in molding my corporate behavior.

I would first like to extend my sincere thanks to Dr. Taruna Gautam, my Dissertation guide for providing me an opportunity of working on this dissertation project which has helped me a lot in gaining some real (live) industry exposure.

I would like to thank Mr. Kumud Vivek (Coordinator PGDM 2nd Year.) Institute of Management Education Sahibabad, Ghaziabad for giving me his expert guidance and encouragement at various stages of this project. Last but not the least; I would like to thank Mr. Raveesh Aggarwal for providing me various insights and guidance both in dissertation project and through out my PGDM course, which certainly have helped me evolve as a more matured individual with a more holistic perspective to life.

On a special note, I would like to thanks all the faculty staff members of the Institute of Management Education Sahibabad, Ghaziabad for all their support extended to the students at all point of time.

CONTENTS
Page No.
Chapter I : Introduction
Need of the study Background

Chapter II

: Research Methodology
Objective of the study Research Methodology Scope of the study Limitations

Chapter III Chapter IV

: Descriptive work of study : Data Analysis & Data Interpretation

Weekly

Chapter V

: Suggestion & Conclusion

Suggestion Conclusion

Bibliography Annexure Checklist

Chapter I Introduction

Need of the Study

Till the early nineties in the area of marketing whole effort was focused on fine tuning the four Ps: product, price, place and promotion. It was only in the early nineties that a few marketers began realizing that companies basically existed to serve consumers - and that the consumer did not exist merely to buy a company's products.

LG and Samsung both are the big name in the white goods product manufacturing company from South Korea. Both are equally strong, global company, and more or less with equal presence in Indian market. So it will be quite rational to compare these two brands.

Issue to be address:
What are the factors that affect the consumer satisfaction? Determining the factors affecting the consumer satisfaction. What is the magnitude of those factors regarding the consumer satisfaction?

Research project aims:

The overall purpose of this work is to analyze the level of satisfaction of consumer of LG and Samsung. To develop insight about the factors involved in consumer satisfaction related to white goods product in the transition phase of globalization.

Background
With Indian economy increasingly witnessing structural transformation from a rural, agricultural one to more urban industrialized one, consumer durable goods sector is fast emerging as an important segment of the economy. Consumption of manufactured consumer goods is recognized as one of most widely accepted measures of standard of living and quality of life. Consumer goods manufacturing industry provides the driving force for stimulating rapid economic growth. The growth rate of manufacturing and consumer goods industry normally surpasses that of agriculture and service sectors. It is for this reason that the manufacturing and consumer goods durable industry is considered the backbone of economy.

Prior to liberalization, the Consumer Durables sector in India was restricted to a handful of domestic players like Godrej, Allwyn, Kelvinator and Voltas. Together, they controlled nearly 90% of the market. They were first superceded by players like BPL and Videocon in the early 1990s, who invested in brand-building and in enhancing distribution and service channels. Then, with liberalization came a spate of foreign players from LG Electronics to Sony to Aiwa. Rs 23,000-crore consumer durables industry can be divided into two types: consumer electronics and consumer utilities. Consumer electronics is basically entertainment systems like television, VCRs, audio systems and home theater systems. Consumer utilities are other household appliances like refrigerators, washing machines, air conditioners, food processors, and vacuum cleaners.

On most third world countries, consumer durables like the refrigerator and television are most popular. Out of these, the television segment is undoubtedly the largest segment. Products in the white goods segment come next to the CTVs in the purchasing hierarchy of the Indian consumer. Over the years, demand for consumer durables has increased with rising income levels, double-income families, changing lifestyles, availability of credit, increasing consumer awareness and introduction of new models. Products like air conditioners are no longer perceived as luxury products. According to Indian Readership Surveys (1999-2004) the following durable categories have registered a healthy double-digit growth.

Durable Categories
Television Sets Washing Machine Refrigerators

Growth Rate (1999-2004)

16% 17% 14%

Source: Indian Readership Surveys (1999-2004) While TV draws its share from both urban and rural refrigerators and washing machines are still inclined towards urban.

Current Scenario
Most of the segments in this sector are characterized by intense competition, emergence of new companies (especially MNCs), introduction of state-of-the-art models, price discounts and exchange schemes. MNCs continue to dominate the Indian consumer durable segment, which is apparent from the fact that these companies command more than 65% market share in the colour television (CTV) segment. Steady growth of CE at 13-15% (0323%) HA falling behind CE on account of growth Steady growth of CE+HA - yet low penetration

INDUSTRY SIZE Rs 23,000-crore consumer durables industry can be divided into two types: consumer electronics and consumer utilities. Consumer Electronic industry has a size of around Rs. 102 billion. The Indian television industry has a size of around Rs 96 billion, comprising colour television (CTV) of Rs 91 bn and B&W TV market of Rs 5 bn and other markets (primarily video equipment) of Rs. 4-6 billion. In terms of volumes, the CTV market was estimated at 9.05 million units and the B&W TV market at 2 million units during calendar year 2004.

Refrigerators constitute the second largest product segment within the Indian consumer durables sector in India, with an estimated annual turnover of Rs 39 bn during FY2005 with an estimated sale of 4.1m units. The size of the room Air-conditioners industry is estimated at 1.1 m in volume terms, and Rs 24 bn in value terms. Washing machines sales in India aggregated an estimated 1.37m during FY2004 or around Rs 11 bn in value terms. MAJOR PLAYERS The major players in the consumer durables industry, operating in different sectors such as air conditioners, washing machines, refrigerators & television: Blue Star Ltd., Mirc Electronics Ltd., Whirlpool of India Ltd., Philips (India) Ltd., BPL Ltd., Sony Corporation Ltd., Samsung India Ltd., LG Electronics India Ltd., Videocon International Ltd., Thomson Ltd. & Daewoo Ltd.

Brands in Home Appliance Sector

Brands in Consumer Electronic Sector

DEMAND/SUPPLY
Supply growth is high across all the segments. But the organized sector has gained substantial market share from the unorganized segment in recent years. However, there are fewer players in segments like dishwashers and vacuum cleaners.
Cyclical and seasonal. Demand is high during festive season and is generally dependent on good monsoons. There are certain factors in the consumer durables industry, which are considered as demand drivers. They are:

1. The degree of distribution network in the market. 2. The advertising and marketing strategy adopted by the players in the industry. 3. The brand image of the product as perceived by the consumer. 4. The technology used by the company viz. state-of-art technology or an older version. 5. The ability of the company to introduce newer products and newer product features 6. The capability of the company to service its products 'The discount schemes and consumer finance facility available 7. The market positioning of the product 8. The cost competitiveness and pricing strategy of the company 9. The financial strength of the players

CONSUMER DURABLE: URBAN & RURAL INDIA

1. In the top 5 million households, in affluence terms, 96 percent of households have color televisions, 82 percent own refrigerators, and 44 percent own washing machines. 2. In the next 7 million households, penetration of color TVs is 69 percent, 58 percent for refrigerators, and 19 percent for washing machines. 3. In the next tier of affluent households - numbering approximately 12 million 50 percent own color TVs, 35 percent own refrigerators, and 8 percent own washing machines. Rural India too is set to see an increase in the number of high-income households. An additional 4.6 million high-income households and 13 million middle-income households by 2006 to 2007 will take the number of rural households from 122.8 million to 139 million. This constitutes a huge opportunity for marketers - 60 million households or 300 million consumers with the capacity to buy consumer appliances and other products is an attractive market for any global player. And it seems that global appliance players who have established brands in the Indian market are likely to benefit from this great big push towards consumerism SUCCESS FACTOR FOR CONSUMER DURABLE INDUSTRY Indian consumer durables industry is going through a consolidation phase with MNC companies going in for strategies to increase market share. Certain success factors for this industry are identified as follows:

1. Technology: Rising competition has resulted in major competitors introducing technologically superior products at competitive prices. This means the technology input is gaining more and more importance. In this regard, the large MNC players score over their Indian counterparts as they can always source technology from their parents. On the other hand, Indian companies rely on the outside sources for their technology requirements. 2. Knowledge of the local market: Indian consumer durables market is different from other markets. Hence understanding these peculiarities is important for the long-term survival. For example, Samsung launched the 'Super Horn" brand after it discovered that Indian consumers prefer loud noise. Indian companies are better placed in this regard as they know the market pretty well. 3. Strong distribution network: Tough competition means that a proper mindshare of the consumer has to be maintained and the product has to be made visible. Volumes in this business are narrow and profitability comes from volumes. To achieve volumes, deep penetration of the market is necessary. Indian companies score a point here as being in the market for a longer time; they have developed strong distribution channels. 4. Good brand image: Perception of a particular brand plays an important role in purchase decision. A typical Indian consumer looks for value for money when he makes purchase of white goods, as the price involved is significant and unlike developed markets, Indians do not have the buy, use and throw mindset. Hence, consumer also looks for reliability of the product. All this is conveyed through strong brand awareness.

Consumer Outlook: The Change in Consumer India is a country in a hurry changing continuously and also trying hard to keep pace with these changes. The me too syndrome is no longer valid as consumers seek customized products. The Indian consumer consumers evolution in the last decade has thrown up some interesting trends: 1. Consumer base becoming younger. Nearly a third of the countrys population is under the age of 14years. 2. Kids graduating from pester power to decision makers. 3. People with buying power living longer and developing distinct health needs. 4. Multi-tasking consumers fighting paucity of time and new consumer trends. 5. Huge increase in High Income Groups and spend now-save later mentality leading to high disposable income. 6. Consume wants to be treated as an individual not as part of a large physical mass and the consumer looks for a post buy relationship to enhance the value of her brand decision making.

NCAERs The Great Indian Middle Class Survey: A few interesting finding: 1. Total number of urban households will increase from 49 million to 60 million by 2006 to 2007. The number of urban households in the highincome group will increase by 8.6 million by the year 2006 to 2007, and by 7.3 million in the upper-middle-income group. 2. By 2005-2006, the number of these rich households would increase by 250per cent to 1, 40,000 by 2010. They are expected to grow from 0.2% in 1995-96 to 1.7% in 2010. 3. Middle class will rise to 12.8%, from the current 2.8%.

This is the first time that NCAER has defined the middle class as having an annual household income of Rs 200,000 to Rs 1 million. Many of these rich and middle class households are located in rural areas and small towns too.

SWOT ANALYSIS: CONSUMER DURABLE INDUSTRY

STRENGTH WEAKNESS

Accessory to Necessary Air- o conditioners are no longer perceived to be a item of luxury. o Advancement of technology which gives the companies ability to introduce new products and new product features. High Growth. Key drivers being Urban and Rural. Government Policies in favour of Industry includes infrastructure development, reduction in excise duty and so on.

Supply continues to outstrip Demand. Demand Cyclical and seasonal. Volatile performance of the agricultural sector have a negative impact on demand. The sector's performance is highly dependent on monsoon and reforms, which has failed often.

OPPORTUNITY

THREAT

Diversification. Developing products for new markets.

new o

Dozen companies operating in the white goods segment. Prices would continue to remain depressed and margins will be under pressure.

Easy availability of finance has stimulated consumers to buy durables. o Threats of cheaper imports from China and other South East Asian countries

Changes in Consumer Outlook from spend now-save later mentality leading to high disposable income.

Consumer Satisfaction Marketing is about identifying and satisfying consumer wants and needs. What we need to think about more carefully is, once we have produced a satisfied consumer, will it do us any good? Will that make the consumer more loyal, will it complete the hoped-for progression from prospect through consumer to advocate for our products or services? These are questions to which the answer is - probably not. In spite of the huge amounts of money spent on measuring consumer satisfaction by companies, market research is failing to predict consumer loyalty. Many consumer satisfaction surveys are transaction-focused but fail to examine commitment to the brand and bonding. Satisfied consumers will still shop around, for all sorts of reasons most of which have little to do with the products or services that they have been provided with elsewhere. Some of these may be to do with convenience, some to do with availability, others to do with policy. We have come across instances where a consumer has almost begged a company to lower its prices to match those of its competitor. The consumer was extremely satisfied with the service that the company had provided over the past year, in this case in financial services. The consumer was told that their preferred company could not compete on price, as to do so was outside policy limits. It would seem that not every company is even interested in retaining its satisfied customers!

A White goods, major appliance or domestic appliance is usually defined as a large machine which accomplishes some routine housekeeping task, which includes purposes such as cooking, food preservation, or cleaning, whether in a household, institutional, commercial or industrial setting. An appliance is differentiated from a plumbing fixture because it uses an energy input for its operation other than water, generally using electricity or natural gas/propane. An object run by a watermill would also be considered an appliance.

The term white goods are also used for these items, primarily where British English is spoken, although definitions for the term "white goods" can differ. In the United States, the term white goods more commonly refer to linens rather than appliances.

Major appliances are differentiated from small appliances because they are large, difficult to move, and generally fixed in place to some extent. They are often considered fixtures and part of real estate and as such they are often supplied to tenants as part of otherwise unfurnished rental properties. Another frequent characteristic of major appliances is that they may have substantial electricity requirements that necessitate special electrical wiring to supply higher current than standard electrical outlets can deliver. This limits where they can be placed in a home. Major appliances have become more technically complex from the control side recently with the introduction of the various Energy Labeling rules across the world. This has meant that the appliances have been forced to become more and more efficient leading to more accurate controllers in order to meet the regulations. Types of appliances Appliances are divided into white goods and brown goods.

Brown goods are typically household electrical entertainment appliances such as:
o o o o

CD and DVD players, televisions, camcorders HiFi and Home cinema

White goods comprise major household electrical appliances including:

o o o o o o o o o o

Air conditioner Bread maker Dishwasher Dryer Freezer and refrigerator Furnace, also known as a central heating boiler Stove, also known as range, oven, cooking plate, or cook top Vacuum cleaner. Water heater Washing machine

Brown goods were traditionally finished with wood, or looked like wood, or bakelite; at least televisions and music systems were. This is now rather rare, but the name has stuck, even for goods that are unlikely ever to have been provided in a wooden case (e.g. camcorders). White goods were typically painted or enameled white, and many of them still are. The addition of new items to these categories shows that the categories still serve a purpose in marketing (consumers rarely use the terms), perhaps because they divide into traditional gender roles in the house suggesting "gadget/novelty/power" marketing for brown goods and

"practicality/reliability" marketing for white goods. This division is also noticeable in the service area of this kind of products. Brown goods usually require high technical knowledge and skills (which get more complex with time, such as going from a soldering iron to a hot-air soldering station), while white goods need more practical skills and "brute force" to manipulate the devices and heavy tools required to repair them.

Brown goods are almost always serviceable down to "component-level" (integrated circuits, transistors, etc), whereas in white goods, usually whole modules (motor, thermostat, controller board) are changed and not repaired. There is usually a problem with microwave ovens, which are considered white goods, because these sell alongside refrigerators and dishwashers, but microwave ovens contain complex electronic boards (the clock and controller) which whitegood servicemen refuse to repair (as they don't have the training or tools required to do so). Some brands consider microwave ovens white goods, and send whole boards for replacement, and some consider microwaves to be like brown goods, and have them repaired by such technicians. Personal care products (electric shavers and depilators), are considered a separate line, and usually are not serviced, but completely exchanged.

REFRIGERATOR
BACKGROUND
Refrigerators have been manufactured in India since 1950s. Till the 1980s, players like Godrej, Kelvinator, Allwyn and Voltas controlled almost 90% of the market. Earlier, the white goods sector was categorized as a luxury goods industry and was subject to oppressive taxation and licensing. The situation changed after the liberalization of the Indian economy in the early 1990s. The government removed all restrictions, and now there is no restriction on foreign investment, and licenses are no longer required. Postliberalization, a number of foreign companies entered the market and many domestic players also diversified into refrigerators. BPL and Videocon who already had a presence in the consumer electronics market, leveraged their strengths to enter the durables sector. In India, refrigerators have the highest aspirational value of all consumer durables, with the exception of televisions. This accounts for the high growth rate of the refrigerator market. Refrigerators are presently being manufactured in two basic designs which are referred to as Direct Cool (DC) and Frost Free (FF) refrigerator. The direct cool segment continues to dominate Indian refrigerator market compared to more expensive frost-free models. The growth in this segment though marginal, has been driven by factors like availability of low priced models as due to competitive pricing and a growing middle class. Manufacturers of refrigerators claim to have improved the quality of the product particularly the reliability of the Compressor. In so far as new technology is concerned, the concept of Frost Free refrigerator has been gaining popularity. Capacity-wise also, there is a shift in Refrigerator Market.

Till about two years back, 165 Liters had a larger share and now units of capacity 185300 Liters are having increasing market share. Manufacturers are encouraged to adopt environment friendly technology like usage of non-CFC (non- Chloro-Fluro-Carbons) refrigerant based air conditioners, Non-CFC refrigerators are manufactured in the country but because of their high initial cost, the demand is somewhat sluggish.

INDIA V/S GLOBAL

The penetration of household refrigerators in India, the fifth largest consumer durable in terms of penetration, is 13% compared to well over 90% in Malaysia, Australia, Singapore, Hong Kong and Korea; around 80% in Thailand; close to 40% in Philippines and China and 20% in Vietnam and Indonesia. When you compare the annual commercial sales of HVAC and

refrigeration equipment in the US at US $ 200 per capita and in China at US $ 3 per capita with a dismal US $ 0.25 per capita in India. PLAYERS AND MARKET SHARE
The refrigerator industry has become highly competitive as a number of brands have entered the market and the consumer has a wide choice.
Company BPL Limited Videocon International Limited LG Electronics India Limited Samsung India Electronics Limited Whirlpool of India Ltd Godrej & Boyce Mfg. Co. Ltd. Voltas Limited Electrolux Kelvinator Brands BPL Videocon, Akai LG Samsung Whirlpool Godrej Voltas Electrolux Kelvinator, Electrolux and Allwyn

Refrigerators constitute the second largest product segment within the Indian consumer durables sector in India, with an estimated annual turnover of Rs 39 bn during FY2005 with an estimated sale of 4.1m units. According to FICCI Survey April-March 20032004 Whirlpool and Godrej are the top two players with market shares of 27 per cent and 20 per cent respectively. Electrolux Kelvinator and LG compete for third and fourth position with market shares of 16 per cent and 14.5 per cent respectively. Videocon (11 per cent), Samsung (6), BPL (4), Voltas and Akai are other significant players.

AIR-CONDITIONER
BACKGROUND
In 1902, Dr. Willis Havilland Carrier invented and secured the patent for a weather control concept - air conditioning. Ever since, life hasn't been the same. The airconditioner market is hitting up as more and more people appear to be convinced about the comfort of an air-conditioner (AC). The extremely hot summers have stirred the demand for ACs and the industry is experiencing a significant change.

Types of Air-conditioner
Air conditioning products are divided into Non Ducted products & Ducted systems .The Non Ducted products are divided into two parts: window ACs & the mini splits. The ducted systems are divided into central plants, packaged ACs, ducted ACs. Window ACs account for about 54% of the total market for ACs with an estimated market size of about Rs20bn. Room air conditioners operate on electricity or gas and are enclosed in a single cabinet. They blow the conditioned air directly into the room and do not have air ducts leading to and from them. The three chief types are window air conditioners, consoles and selfcontained air conditioners. Window air conditioners fit into the lower part of a window and can be moved from window to window and thus the name, Window ACs. Self-contained air conditioners are the large room air conditioners.

Central air conditioners also use electricity or gas. They can supply conditioned air to a number of rooms or to an entire building from one central source. Fans blow the conditioned air through air ducts from the air conditioner to the rooms. Central conditioners have a number of advantages over other kinds. For example, all the equipment for air conditioning a large area is located in one place. This reduces the cost of cleaning and repairing. Central conditioners can also be zoned i.e. they can supply air of different temperature to different parts of a building. INDIA V/S GLOBAL According to Refrigeration and Air-conditioning Manufacturing Association (RAMA) the penetration of household Air-Conditioners is abysmally low in India at around 2% compared to 20% in Indonesia, 24% in China, 40% in Thailand, 45% in Malaysia. PLAYERS AND MARKET SHARE The size of the room Air-conditioners industry is estimated at 1.1 m in volume terms, and Rs 24 bn in value terms. According to FICCI Air Conditioners (AC) it reveals that Indian AC industry, which has mainly dominated by players like Carrier and Voltas, has been taken over by the new MNCs in the last few years. AC market is dominated by four major playersLG, Voltas, Carrier and Samsung.

Company Mirc Electronics Limited Videocon International Limited LG Electronics India Limited Samsung India Electronics Limited Whirlpool of India Ltd Godrej & Boyce Mfg. Co. Ltd. Voltas Limited Electrolux Kelvinator Blue Star India Ltd Daikin industries, ltd.

Brands Onida Videocon LG Samsung Whirlpool Godrej Voltas Electrolux Blue Star Daikin

LG is the market leader with a market share of 29 per cent followed by Voltas (11) and by Carrier and Samsung (9.2 each) in addition to other players like Hitachi and Videocon.

WASHING MACHINE
Washing machines as a consumer durable product has been in existence in India for the last 10 years. During the last few years, in the Consumer Durable Sector the market for Washing Machines has grown quite fast. The washing machine market consists of two broad segments - semi-automatic and fully automatic. The first accounts for a chunk of the market. In terms of loading type, top loading machines sell in greater numbers than front-loading ones. In this industry, it is the fully automatic segment, which in recent times has been getting the attention of the users as more and more households have both partners working. Consequently manufacturers have started paying more attention to this segment and have started introducing more features in their products. The customers now have a wide range of world class brands to choose from. Major growth is projected to take place in fully automatic segment, which accounts for above 23 per cent of the total market to about 30 per cent.

There is also a trend for purchasing smaller machines in the range of 3 to 4 kg. capacity as compared to larger machines as there are more and more nuclear families rather than joint families. In regard to emerging new technologies in the washing machines sector mention may be made of aero power, triple cascade tornado wash, digital intelligence, unique optical sensor and other such innovations and adaptations which are gradually being introduced by the indigenous manufacturers. Fully automatic machines are gaining popularity with the change in lifestyle of consumers, increase in income, increase in number of working couples, and due to price competitiveness.

INDIA V/S GLOBAL

The penetration level of Washing Machine is relatively low in India as compared to global due to many reasons. Many housewives in less affluent households prefer to wash clothes themselves rather than invest in washing machines. Water scarcity in many Indian cities and timely availability is another major issue. However, it foresees that penetration of washing machine will rise by more than 6 per cent in the next two years.
PLAYERS AND MARKET SHARE

The refrigerator industry has become highly competitive as a number of brands have entered the market and the consumer has a wide choice. Some of the company and their brands are as follows: Company Mirc Electronics Limited BPL Limited LG Electronics India Limited Samsung India Electronics Limited Whirlpool of India Ltd Godrej & Boyce Mfg. Co. Ltd. Electrolux Kelvinator Brands Onida BPL LG Samsung Whirlpool Godrej Electrolux

LG Electronics has registered a remarkable growth of 36 % in the Washing Machine Segment in H1 The Fully Automatic Washing Machines segment has recorded a remarkable performance where volumes have grown by 22% and value by 25% .Here again LGEIL happens to be the undisputed leader with a 30.7 % market share in Fully Automatic Washing Machine and 33.7 % market share in Semi Automatic Washing Machine . (Source: ORG-GFK, May 2004.

LG INDIA PVT.LTD

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, AirConditioners and Microwave Ovens. During the year 2001, LG also commenced the home production for its eco-friendly Refrigerators and established 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 this year. Covering over 50 acres, the facility manufactures Color Televisions, Air Conditioners, Refrigerators, Washing Machines Microwave Ovens Color Monitors and GSM phones.

The Greater Noida manufacturing unit line has been designed with the latest technologies at par with international standards at Korea and is one of the most Eco-friendly units amongst all LG manufacturing plants in the world. LG has been able to craft out in eight years, a premium brand positioning in the Indian market and is today the most preferred brand in the segment. Various studies have shown that the consumer is well informed on the health awareness front. LG was one of the first companies who recognized the emerging change in consumer needs and decided to differentiate their products on the basis of technology which appealed to the consumer on the basis of health benefits.

Its vision was to become a 'Health Partner' for its consumers worldwide and therefore formulated its corporate philosophy to make peoples' lives better, convenient and healthier. The CTV range offered by LG has 'Golden Eye' technology, which senses the light levels in the room and adjusts the picture to make it more comfortable for the eyes. The entire range of LG air-conditioners have 'Health Air System', which not just cools, but keeps pollution out. Similarly, microwave ovens have the 'Health Wave System', refrigerators have the 'PN System', which preserve the nutrition in food and washing machines have 'Fabricare System', which takes the health factor down to ones clothes. All the products offered by the company have unique technologies, developed by its R&D departments that give consumers a healthier environment to live-in.

The year 2001 witnessed LG becoming the fastest growing company in the consumer electronics, home appliances and computer peripherals industry. The company had till the month of October 2001 achieved a cumulative turnover of Rs 5000 Crores in India since its inception in 1997, making it the fastest ever Rs 5000 Crores clocked by any company in the Indian consumer electronics and home appliances industry. Having achieved this milestone, LG achieved another benchmark with the first ever sales of One lakh ACs (Windows and Splits) in a calendar year.

In Colour Televisions having set the sales target of one million units of Color Televisions for 2002, LG has already achieved the one million mark in the month ahead of its target. In 2003, LG has emerged as the leader in Colour Televisions, Semi Automatic Washing Machines, Air Conditioners, Frost-Free Refrigerators and Microwaves Ovens. In the year 2004, LGEIL achieved unprecedented sales efficiency both in Direct Cool and Frost Free segment and sold more than 1 million units of refrigerators outperforming industry expectations.

LG Electronics India is the fastest growing company in the consumer electronics, home appliances and computer peripherals industry today. LG Electronics is continually providing superior technology products & value for money to more than 50 lakh households in India.

The company has achieved a turnover of Rs 6500 crore in 2004 and aims to touch a turnover of 10 Billion US Dollars by 2010 and commands an enviable position in the GSM mobile phone market. It has already started manufacturing of GSM phones in its plant at Pune.

LG India has also been taking on a slew of initiatives as a part of Corporate Social Responsibility. LGEIL is proud to have adopted about 24 villages around our Greater Noida facility. LG extends Free Medical Care, which comprises of free check ups and a free distribution of medicines on a daily basis. LGEIL is also generating self-employment opportunities for the people in the form of tailoring, knitting etc. in addition to all this, LG also sends veterinary doctors regularly to these villages. Besides all this, LG India is one of the very few companies in the country that has an internal Energy, Environment, Safety and Health Department. This function caters to activities like Energy Conservation, Environmental Issues, Work Place Fire and Safety as well as Occupational Health for the benefit of the employees.

VISION OF LG INDIA PVT.LTD.

LG Electronics is pursuing the vision of becoming a true global digital leader, attracting customers worldwide through its innovative products and design. The companys 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.

Awards
New Delhi, October 24th October, 2007: LG Electronics India Pvt. Ltd. today achieved another landmark by bagging the award for excellence in Exports of Electronic Hardware by the Electronics and Computer Software Export promotion Council of India (ESC) .This achievement is another feather in the cap for the company after achieving a milestone of USD 186 million in exports for calendar year 2006. This milestone has reiterated LGs prime position not only in the domestic but the international markets as well.

The award was received by Mr. Ajay Sapra, DGM, Corporate Exim, LGEIL and Mr.Jatin Madan, AGM, Exports, LGEIL, on behalf of LG on 24th October, 2007 at a function held at Hall Kamal Mahal, Hotel Maurya Sheraton, Sardar Patel Marg, New Delhi. Shri A. Raja, Union Minister for IT and Communications presented the Awards.

LG has emerged as top player in Consumer Electronics Exports and is exporting a range of products primarily to the highly competitive markets of Middle East, Asia and Africa. The award was given to LG for its excellent exports performance in Consumer Electronics(CTV, Monitors, GSM, Personal Computers and ODD) during the financial year 2005-2006. During this period, LG achieved exports worth USD 133 Million defined product categories.

Products
Air conditioner Microwave Oven Vacuum cleaner Washing Machines Refrigerator

Air conditioner

INVERTER:-Technology that delivers, precise cooling or heating power as per your choice. It works faster and saves energy while ensuring uniform temperature.

FLOOR STANDING :- Air Throw that reaches every corner. Get the advantage of mobility and the purest of air. Ideal for homes and small offices and most effective in saving power.

MULTI SPLIT :Time to move on to cooling two rooms with a single outdoor unit.

HOT AND COLD AC :Optimum indoor weather management 365 days a year.

SPLIT AC :-True masterpieces Colour with aesthetics is your new cooling solution. With the revolutionary Intelloeye technology now get automated air management at the touch of a button.

WINDOW AC:-Technologically superior, Featuring the Aero DNA technology to get pure and pristine air management. Available now in an array of colours and designs

Washing Machines

DISH WASHER

WASHER DRYER

STEAM WASHER DRYER

FRONT LOAD WASHING MACHINE

TOP LOAD WASHING MACHINE

SEMI AUTOMATIC

Microwave Oven

SOLAR DOM: - The center piece of your kitchen that uses the revolutionary light wave technology. It has a round cavity for larger dishes and cooks up to 4 times faster.

CONVECTION: - Superior technology that lets you bake, brown or grill while cooking your food. The fan at the back regulates hot air efficiently to bring out the best in your dishes.

GRILL: - Now grill or brown your dishes in addition to your regular cooking. With a concealed heater now make your favourite Tikkas, Kebabs and low favouritre recipes at home.

SOLO: - Perfect for every day cooking as it agitates the water, fats and sugar to cook food. Food cooks uniformly and makes finger lickin recipes in seconds.

Refrigerator

SIDE BY SIDE REFRIGERATOR:The ultimate Affluence Statement Share the good life with our side by side range of refrigerators with state of the art technologies and international styling

FROST FREE REFRIGERATOR: Usher in the Health in your life with LG's new range of frost free refrigerators. With the revolutionary Green Ion Door Cooling Technology, enjoy the assurance of healthy living.

DIRECT COOL REFRIGERATOR: The all new range of direct cool refrigerators is as talented as you are, with superb looks; faster ice making, colors and many more features. Now welcome another perfectionist in your life.

SAMSUNG INDIA

Samsung India is the hub for Samsungs South West Asia Regional operations. The South West Asia Regional Headquarters looks after the Samsung business in Nepal, Sri Lanka, Bangladesh, Maldives and Bhutan besides India. Samsung India which commenced its operations in India in December 1995, today enjoys a sales turnover of over US$ 1Bn in just a decade of operations in the country.

Headquartered in New Delhi, Samsung India has a network of 19 Branch Offices located all over the country. The Samsung manufacturing complex housing manufacturing facilities for Colour Televisions, Colour Monitors, Refrigerators and Washing Machines is located at Noida, near Delhi. Samsung Made in India products like Colour Televisions, Colour Monitors and Refrigerators are being exported to Middle East, CIS and SAARC countries from its Noida manufacturing complex. Samsung India currently employs over 1600 employees, with around 18% of its employees working in Research & Development. GROWING TO BE THE BEST:- Samsung India aims to be the Best Company in India by the Year 2006. Best Company in terms of both the internal workplace environment as well as the external context in which the Company operates. Samsung aims to grow in India by contributing to the Indian economy and making the lives of its consumers simpler, easier and richer through its superior quality products. Our aim is to gain technological leadership in the Indian marketplace even as our goal is to earn the love and respect of more and more of our Indian consumers. Mr. S.H. Oh, President & CEO Samsung South-West Asia Regional Headquarters

Manufacturing:
Samsungs state of the art highly automated manufacturing facilities are located at the Companys sprawling Noida Complex. Enjoying the Number 1 position amongst all Samsung subsidiaries in terms of productivity and having been ranked as the subsidiary with the Best Quality System, Samsung India prides itself for its Manufacturing Value Innovation. The manufacturing capacities of the Samsung products manufactured in India (as of Year 2004) are: PRODUCT CTV Colour Monitor Refrigerator CAPACITY 1.5 million 1.5 million 0.6 million DETAILS Curved & Flat TVs CRT & TFT LCD Monitor Frost-free and Conventional Refrigerators Fully Automatic and Semi Automatic Window and Split ACs

Washing Machine 0.5 million AC 0.4 million

Samsung India is working with and contributing to the development of the domestic component industry in the country. The Company is working with its partners to improve their product quality and processes. Thus, Samsung vendors are sent to different Samsung subsidiaries to meet the Samsung overseas vendors in order to benchmark their own processes. Samsung is also training its vendors on eco-partnership so that the components manufactured by them are eco friendly as per ROHS norms.

Vision OF Samsung India Pvt.Ltd.

The vision of SAMSUNG Electronics is "Leading the Digital Convergence Revolution" and our mission to carry out this vision is "Digital- Company. There are two requirements for being "Digital- Company", and the first is clearly about being "Digital" producing not just digital products, but products that inspire digital integration across our entire company. The second part of being a "" is to use - Processes connecting R&D, production, and marketing to customers, partners, and the market-disciplined approach is the way we bring value to every part of our supply chain, including products data and customer relationship through Enterprise Resource Planning (ERP). SAMSUNG Electronics will network core components such as memory chips, system-LSI and LCDs as well as A/V, computers, telecommunication devices, home appliances and other standalone products into a total solution of digital convergence era.

Awards
Manufacturing Value Innovation Gold Award for Productivity, Cost, Speed at the Visual Display Plant November 2004. Management Innovation Award December 2004 Samsung Quality Award November 2004 for Colour Television & Colour Monitor Plants Samsung Innovation Award November 2004 for Refrigerator Plant. BRAND POWER
From being a virtually unknown entity in the Year 1995, brand Samsung today enjoys an awareness of over 95% and a positive opinion of around 80% in the country today (source: BAS 2004). Sports Marketing and Entertainment Marketing have been the key elements of the Companys Brand Marketing Strategy. Samsung has very successfully leveraged its association with Cricket and Cinema in the form of Team Samsung and Samsung IIFA Award. Samsung India sponsored the high profile Samsung Cup Indo-Pak Cricket Series in the Year 2004. Team Samsung or Samsungs team of celebrity cricketers endorsing Samsung products has been successfully used to create more awareness for Samsung products. To further reinforce its lifestyle positioning, Samsung has been associated with the Lakme India Fashion Week (LIFW) for its Mobile Phones. The Company used the LIFW-2005 as a platform to launch its D-500, Worlds Best Mobile Phone in the Indian market.

Retaining Customers
Samsung considers 'After Sales Service' as a key differentiator for Samsung products. In order to deliver prompt and easily accessible service, Samsung India has set up a widespread network of company owned as well as Authorized Service Centers to service its consumers. The Samsung Service Plazas, as the Company owned Service Centers are called, are a first in the industry. To satisfy the needs of its Home Appliance consumers, Samsung has set up state-of-the-art Home Appliance Service Centers in 19 cities that are equipped with latest testing and measuring equipments for servicing only Home Appliance products. Speed, Smile, Sure is the motto for Samsung Service, as the Company seeks to satisfy more and more of its consumers with prompt and accurate service. The company adheres to a turnaround time of 24 hours within the city where the Samsung Service Centre is located. A Service Helpline number 30308282 gives access to Samsung Service throughout the country. Samsung India organizes a Free Service Camp on an All India basis, every year, for proactively reaching out to consumers and servicing their Samsung products. 10 second to loose a consumer, 10 years to gain them back forms the guiding principle for Samsung Service Team as it strives to satisfy the growing expectations of Indian consumers.

Products
Microwave Oven

Refrigerator

Air Conditioner

Washing Machine

Microwave Oven

Refrigerator

Air Conditioner

Washing Machine

OBJECTIVE OF STUDY
The research will provide an invaluable opportunity to conduct a research and practicing the theoretical knowledge while perusing PGDM and examining them against the ground realities. For me, being Marketing specialization student it will provide me a golden opportunity to gain first hand information in depth knowledge about consumer behavior and issues related to consumer satisfaction. For this research I am concentrating on developing questionnaire and retrieving information. Apart from it I also collect secondary data, mainly taken from journals, newspapers and Internet will also be taken into account.

Professional Objectives
This Dissertation project is a study of consumer satisfaction in white goods products of LG and Samsung will be based on the comparison between LG and Samsung consumer satisfaction.

What are the factors that affect the consumer satisfaction? Determining the factors affecting the consumer satisfaction. What is the magnitude of those factors regarding the consumer satisfaction?

Personal Objective
Personal objectives in this project are to gain experience of working in the market and interacting with people and knowing their views as consumer. Enhancing the indirect learning about the market and consumer behaviour is another objective which will be helpful further in future in the field of marketing.

RESEARCH METHODOLOGY
HYPOTHESIS: There is no significance difference between consumer satisfaction of LG and Samsungs white goods products. This project has been structured in the following manner. This is followed by scope of research and sample design, which encompasses the following:

1. Scope of Research
The scope of research can be classified across two aspects: (a) Target Market: The Study is restricted to the Sahibabad and Ghaziabad region. Target region is one of the industrialized locations and densely populated with middle class family. (b) Target Respondents: The Study is focused to the owners of the white goods products of LG and Samsung.

2. Sample Design Universe: Sahibabad, Ghaziabad. Population: consumer of white goods movers across Sahibabad and Ghaziabad in Uttar
Pradesh.

Sample Size: A sample size of 40 has been taken for this study. 20 consumers for LG
and 20 consumers for Samsung. The key determinants of the sampling universe are: o Consumers feedback o Self Generated responses o Existing and well informed Universe

3. Method of hypothesis testing

My sample size was small (n < 30), independent and equally populated mean. For the hypothesis testing t-test was used as statistical tool. A t-test can be used for comparison of two population means in order to establish whether there is any significant difference between two population means, provided the following conditions are met:

4. Survey and Data Collection:

Primary data was collected through formal structured questionnaires, which were administered personally. The structured format ensured greater control over responses and facilitated easy tabulation, editing and analysis. In last a projection was also maid with the help of bar diagram of MS office

SCOPE OF RESEARCH AND SAMPLE DESIGN 1. Scope of Research

The scope of research can be classified across two aspects:

(a) Target Market:

The Study is restricted to the Sahibabad and Ghaziabad region. Target region is one of the industrialized locations and densely populated with middle class family.

(b) Target Respondents:

The Study is focused to the owners of the white goods products of LG and Samsung.

2. Sample Design
Universe: Sahibabad, Ghaziabad. Population: consumer of white goods movers across Sahibabad and Ghaziabad in Uttar Pradesh. Sample Size: A sample size of 30 has been taken for this study. 15 consumers for LG and 15 consumers for Samsung. The key determinants of the sampling universe are: o Consumers feedback o Self Generated responses o Existing and well informed Universe o

Potential problems:
Reluctant ness of prospective subject to give time for filling questionnaire. Financial and time constraints are making me to compromise to some extent.

Descriptive Work of Subtopic Sampling procedure

Single stage Non-random convenience sampling was undertaken to obtain information promptly and inexpensively. The sample size of 30 was taken. The respondents were contacted mainly at their home and the questionnaire was administered by me in person and the doubts regarding questions were cleared.

Method of Analysis and Interpretation

Microsoft Office was used during project for analyzing the results and preparing graphs, which were prepared especially for the survey, Microsoft Word was used for designing the Questionnaire and Microsoft Excel was used for analysis of data gathered. Data was recorded on regular basis and the results were obtained at the end from which inferences were drawn. In order to minimize the error in result and obtaining result in tabular and systematic manner, I had used computer.

Method of hypothesis testing

My sample size was small (n < 30), independent and equally populated mean. For the hypothesis testing t-test was used as statistical tool. A t-test can be used for comparison of two population means in order to establish whether there is any significant difference between two population means, provided the following conditions are met: Each population is approximately normally distributed.

Sample size taken from each population is small (n < 30), but sample do not have to be
equal in size.

Survey and Data Collection:

Primary data was collected through formal structured questionnaires, which were administered personally. The structured format ensured greater control over responses and facilitated easy tabulation, editing and analysis. Steps involved in this process are as follows: First step was the literature review about the research topic and then the preliminary proposal was prepared. For all this internet, news paper was explored. The next step involved was selecting research topic and assessing the feasibility of topic regarding research and developing hypothesis for which I contacted my mentor. Then, questionnaire for the interview was prepared. It was the most critical and important phase. The whole research and it relevance was based on the right questionnaire. Then, all data gathered was sorted, compiled and arranged for analysis. The next step was testing the hypothesis. Since sample size was small independent so I chose the t-test for testing the hypothesis.

Consumer Electronics Overview The consumer electronics market is valued at $25 billion in 2006 and is growing at a rate of 20% per annum. Products Covered The consumer electronic sector can be segmented into VCD/DVD, home theatre, music players, and color televisions (CTVs), MP3, digital cameras, laptop etc. and white goods, such as, dish washers, air conditioners, water heaters, washing machines, refrigerators, etc. Major Players Before economic liberalization, there were only a few players like Kelvinator, Godrej, Allwyn, and Voltas in the consumer durable market. 90% of the market was captured by these companies alone. Then, after the liberalization, foreign players like LG, Sony, Samsung, Whirlpool, Daewoo and Aiwa came into the picture. And today, these players control major share of the consumer durable market. Consumer electronics market is projected as shown in the graph

Growth in 2005-06 Consumer Durable/ White Goods Air Conditioner Refrigerator Microwave Ovens Washing Machines Consumer Electronics (Overall) Growth 20-25% 5-10% 25% 5-10% 9%

Growth Drivers Electronic market is growing very fast because rising living standards of individuals, easy access to consumer finance, growing consumerism, increase in disposable income, and large variety of choice as many foreign players are entering in the market. But, sometimes due to the presence of large number of players in the consumer electronics market, over-supply situation arises.

LG LEADERSHIP

Source : ORG-GFK ( Value market share : Jan - Aug. 2008)

Samsung Profile 2008

Wherever you are... in the hustle of the streets or the comfort of the home...Samsung is part of the fabric of your life. As a global leader we are at the forefront of change, anticipating today what our customers around the world will want tomorrow.

Data Analysis & Interpretation

1. Complaint handling of the brand.
18 16 14 12 10 8 6 4 2 0 LG SAMSUNG Excellent very good Good Fair Poor

Inferences drawn: By the above bar diagram it is clear that the complaint handling of both the brand is quite satisfactory. Most of the consumers using Samsung consider that the brands complaint handling is excellent & very good. On the other hand LG consumers are also quite satisfied with the service provided.

2. Did the consumers find in product what they were looking for?

12 10 8 6 4 2 0 1 EXECTLY 2 3 4 5 NOT AT ALL LG SAMSUNG

Inferences drawn: Most of the consumers of both the brand have responded positively but consumers of Samsung are more satisfied with the features of their white goods product they are using. Few consumers of LG are not satisfied with features of the product they are using.

3. Consumers using the brand since.

9 8 7 6 5 4 3 2 1 0 5 Yr.or above 3 Yr. or above 2 yr. or above 1 Yr. or above 6 months or above LG SAMSUNG

4. Number of white goods product consumers are using.

SAMSUNG One Two 3 or more LG

10

15

20

From the above graph we can say that most of the respondents were using on one to two products of Samsung but these is still LG which is used by the consumer and they are two to three white goods product of LG. So on an average most of the consumers are having LG products.

5. Consumers buying intention in next six month regarding the brands.

14 12 10 8 6 4 2 0 LG SAMSUNG Definotely will buy Probably will buy Undecided Probably will not buy Definetly will not buy

Inferences drawn: If we see the bar diagram it is clear that there is very less consumer loyalty in the white goods product and the consumers are supposed to analyze every possible option and they are indecisive about their further buying. A bunch of consumer is definitely not going to buy the Samsung and LG products. On the other hand a substantial bunch of consumer is definitely going to purchase the LG product.

6. Perception of consumers regarding white goods products of this brand as value for money.

12 10 8 6 4 2 0 1 Exactly 2 3 4 5 Not at all LG SAMSUNG

From the above graph, we can say that most of the LG white goods , consumers are of the perception that the product is worth of the money. But it is not in the case of Samsung. So LG is having the more positive response then the Samsung.

7. Consumers experience with the brand.

12 10 8 6 4 2 0 Excellent Very good Good Fair Poor SAMSUNG LG

Inferences drawn: If we see the Bar diagram it is evident that the overall experience of LG and Samsungs consumers satisfaction is average or more than average but Samsungs consumers experience with the product is excellent while the none LG consumer has responded as excellence experience.

Conclusion & Suggestion

Before I conclude I would like to share the key learning I derived from this project. This has been enumerated below as follows: The learning specific to this project has been that it provided us with a real exposure to the market of white goods and its consumers level of satisfaction. People have different personalities and different attitudes and therefore good communication is required to approach the consumers.

Gaining in-depth knowledge about the consumers behaviour and white goods business
in India as-well-as consumer loyalty. Limitations The sample size chosen for interview was small in size (30). If the sample size would have been large, the study will be more accurate and near to reality as the confidence limit will be more. Another limitation was the scope of research is limited to Shahibabad and Ghaziabad only, as personal interview couldnt be conducted in more areas due to inconvenience.

The questionnaire prepared for interviews has limitations also; the questionnaire cant cover the whole complexity of the topic. The questionnaire covers some important points only.

BIBLIOGRAPHY
The majority of the project has been primarily our own research, findings and endeavor. Wherever the support of the Internet and books has been taken, the name of sites and books used are as mentioned below: C.R. Kothari - Business Research methodology

Naresh K. Malhotra - Marketing research an applied orientation (4th edition) Philip Kotlar - Marketing Management (11th edition) Economic Times Newspaper Business Line Newspaper

www.lgindia.com www.samsung.com www.google.co.in

ANNEXURE
QUESTIONNAIRE FOR THE STUDY OF CONSUMER SATISFACTION IN WHITE GOODS

Name of the respondent: ___________________________ Brand using: Samsung / LG Location: -------------------------------------------------------------

1.

How do you see the compliant handling of the brand?

Excellent 1

Very Good 2

Good 3

Fair 4

Poor 5

2. Did you find what you were looking for?

Exactly 1 2 3 4

Not at all 5

3. Since when have you been using this brand?

Last 5 years or above 1

Last 3 years or above 2

Last 2 years or above 3

Last 1 year Last 6 months or above 4 or above 5

4. How many white goods product of this brand you are using?

Three or more 1

Two 2

One 3

5. Do you intend to buy a new white goods product of this brand with in next six months?

Definitely will buy 1

Probably will buy 2

Undecided

Probably will not buy

Definitely will not buy 5

6. Do you think the products of this brand are value for money?

Exactly 1 2 3 4

Not at all 5

7. How is your experience with this brand?

Excellent 1

Very good 2

Good 3

Fair 4

Poor 5