A

PROJECT REPORT
ON

BRAND AWARNESS & MARKET ANALYSIS OF SAMSUNG

LED TELEVISION

A REPORT SUBMITTED IN PARTIAL FULFILLMENT OF THE

REQUIREMENT FOR THE DEGREE OF
MASTER OF BUSINESS ADMINISTRATION
PREPARED BY:-

THAKUR BIMMI.D
MBA(MARKETING)

GUIDED BY:DR.MAHESH TRIVEDI

SUBMITTED TO :-

SURAT
YEAR :-MAY 2012

Page 1

EXECUTIVE SUMMARY

From this descriptive research study, 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.
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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 researchers 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 SAMSUNGs LED Television.

Page 3

Page 4

Sr.
No

Ch-1
1.1
1.2
1.3
1.4
1.5
Ch-2
2.1
2.2
2.3
2.4
2.5
2.6
2.7
2.8
Ch-3
3.1
3.2
3.3
3.4
3.5
3.6
3.7
3.8
3.9
3.10
3.11
3.12
Ch-4
4.1

Particulars

Executive summary
TABLE OF CONTENT
Introduction of brand & brand awareness
Definition of brand
The Objective That Good Brand will achieve
Component Of Brand Equity
Brand Element Choice Criteria
Difinition of brand awareness
Introduction Of Industry
Introduction Of Industry
Eletronics Industry In India
Industry profile
Industry Size, Growth, Trends
Consumer electronics
Difference Between PlasmaT.v,LCDT.V LEDT.V
Key Players
Etop Analysis of Samsung
Company profile
Company profile
Samsung - Introduction
Management Team
Samsung Global
Samsung In India
Growing to be The best
Customized products for Indian consumers
Samaung History
History Of Telivision of Samsung
Product Profile of Samsung
Vision & Mission
Swot Analysis Of Samsung
Theoretical Aspect of the Study
Theoretical Background of The Study
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Page
No

6
7
7
8
8
10
11
13 to15
16
17
18
19
20to21
22to24
25to26
27
28to30
31to32
33to35
36
37to38
39
40
41to42
43to44
45to50
51to52
53to54
55
56to57

4.2
Ch-5
5.1
5.2
5.3
5.4
5.5
5.6

Market Analysis
Research Methodology
Objective Of The Study
Benefits Of The Study
Limitation Of Study
Scope Of The Study
Research methodology
Research process
Research Desing
Data Collection & Sampling
5.7 Sorce Of Data
5.8 Questionnaire Construction
Ch-6 Data Analysis
6.1 Data Analysis & Interpretation
Ch-7 Findings & Suggestions
7.1 Findings
7.2 Suggestions
Ch-8 Conclusion
Ch-9 Bibliography & Annexure
9.1 Bibliography
9.2 Annexure

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58
59
60
60
60
61
62
62
63
64
69
70to72
73
74to88
91
92to95
96
97to99
100
101
102

Chapter 1:

Introduction of brand
and brand awareness

Page 7

1.1 DEFINITION OF BRAND

In general brand is a name or symbol of product were by
it gets differentiated from other products in the market.
According to American Marketing Association ,A
brand is a name , or symbol or a term or a combinanation of them which
is intended to identify the good or service of one seller or group of seller
and differentiate them of compitiors
Brand is the name of Trade mark or symbol Associated
with a particular product. The manufacturer is able to differeciate his
products from that of the competitors product.The customer are able to
identify the product on the basis of brand very easily. Branding assure
good quality, with fixed price in order to save customers from cheating.
Branding is not about getting your target market to
choose you over the competition, but it is about getting your prospects
to see you as the only one that provides a solution to their problem.

1.2 The objectives that a good brand will achieve include:

Deliver the message clearly

Confirms your credibility
Connects your target prospect
Emotionally
Motivetes the buyer
Concretets user loyality

To succeed in branding you must understand the needs

and want s of your cutomer s and prospect.you do this this by intergratign
your brand strategies through your company at every point of public
contact .
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Your brand resides within the hearts and mind of your

customers, clients and prospect. It is the sum total of their experiences and
perception, some of which you can influence, and some that you cannot.
A strong brand is invaluable as the battle for customers
intensifies day by day. Is important to spend time investing in researching,
and building your brand .After all your brand is the source of a promise to
your customer .Its foundational piece in your marketing communication
and one you want to be without.
Perhaps the most distinctive skill of professional
marketers is their ability to create, maintain, enhance, and product brand.
Branding is the process of creating distinctive and durable perceptions in
the minds of consumers. A brand is a persistent, unique business identity.
Intertwined with associations of personality, quality,orign,liking and more.
Let us discuss in brief the main components of brand equity.

1.3 Components of Brand Equity:There are five key components-or pillars-of brand
equity; according to brand asset valuator. These are

Differentiation: Measures the degree to which a brand is seen as

different from others.
Energy: Measure the brands sense of momentum.
Relevance: Measures the breadth of brand appeal.
Esteem: Measures how well the brand is regarded and respected.
Knowledge: Measures how familiar and intimate consumers are with
the brand

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1.4 Brand Element Choice Criteria

Following are the main criteria for choosing a particular brand:
1.

Memorability: - Its easier to remember name?one.

2. Loyalty:- When people have a positive experience with memorable

brand, theyre more likely to buy that product or service again than
competing brands.
3. Familiarity: - Psychologists have shown that familiarity includes
liking, and this makes even non customer s more likely to recommend a
brand they know.
4.
Premium image, premium price: - Branding can lift what you
sell out of the realm of a commodity, with costumers willing to pay more
for the well branded product or service.
5.
Extensions: - With a well-established brand, you can spread the
respect you have earned to related new product, service or location more
easily.
6. Grater company equity:-Making your company when you decide
to sell it.
7. Lower marketing expenses:-Although you must invest money to
create a brand, once its created, you get bigger bang for every marketing
buck using it.
8. For consumers, less risk:-people tend to choose thebrand-name
supplier, Over the no-name one when afraid of the consequences of a
mess-up.

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1.5 Definition of 'Brand Awareness'

The likelihood that consumers recognize the existence and
availability of a company's product or service. Creating brand awareness is
one of the key steps in promoting a product.

'Brand Awareness'
Brand awareness is an important way of promoting
commodity-related products. This is because for these products, there are
very few factors that differentiate one product from its competitors.
Therefore, the product that maintains the highest brand awareness
compared to its competitors will usually get the most sales.
For example, in the soft drink industry, very little separates a
generic soda from

brand-name

soda,

in

terms

of taste.

However, consumers are very aware of the brands Pepsi and Coca Cola, in
terms of their images and names. This higher rate of brand awareness
equates to higher sales and also serves as an economic moat that prevents
competitors from gaining more market share.

Brand recall
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Brand Recall is the extent to which a brand name is

recalled as a member of a brand, product or service class, as distinct
from brand recognition.
Common market research usage is that pure brand
recall requires "unaided recall." For example, a respondent may be
asked to recall the names of any cars he may know, or any whisky
brands he may know.

Brand recognition
Brand recognition is the extent to which a brand is
recognized

for

stated

brand

attributes,

parts,

offerings,

or

communications.
In some cases brand recognition is defined as
aided recall and as a subset of brand recall. In this case, brand
recognition is the extent to which a brand name is recognized when
prompted with the actual name.

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Chapter 2 :

INTRODUCTION OF
INDUSTRY

2.1 INTRODUCTION OF INDUSTRY

Page 13

the Indian electronics industry today stands at Us

Size
of
Industry

$ 25 billion

Geographical
distribution

All the major Metropolitans cities in the India

It is growing at over 25% CAGR and is expected to

Output per annum
be worth US $ 158 billion by 2015

Consumer durable industry witnesses 30% growth

June 12, 2010*
Before the liberalization of the Indian economy, only a
few companies like Kelvinator, Godrej, Alwyn, and Voltas were the major
players in the consumer durables market, accounting for no less than 90%
of the market. Then, after the liberalization, foreign players like LG, Sony,
Samsung, Whirlpool, Daewoo, and Aiwa came into the picture.
It is growing very fast because of rise in living standards,
easy access to consumer finance, and wide range of choice, as many
foreign players were entering in the market with the increase in income
levels, easy availability of finance, increase in consumer awareness, and
introduction of new models, the demand for consumer durables has
increased significantly. Products like washing machines, air conditioners,
microwave ovens, color televisions (C-TV) were no longer considered
luxury items. However, there were still very few players in categories like
vacuum cleaners, and dishwashers Consumer durables sector is
Page 14

characterized by the emergence of MNCs, exchange offers, discounts, and

intense competition. The market share of MNCs in consumer durables
sector is 65%. MNC's major target is the growing middle class of India.
MNCs offer superior technology to the Consumers whereas the Indian
companies compete on the basis of firm grasp of the local market, their
well- acknowledged brands, and hold over wide distribution network.
However, the penetration Level of the consumer durables is still low in
India.
Indian Consumer durables market used to be
dominated by few domestic players like Godrej, Voltas and Kelvinator. But
post liberalization many foreign companies have entered into Indian
market dethroning the Indian players and dominating Indian market the
major categories being CTV, REFRIGRATOR, MICROWAVE OVEN and
WASHING MACHINES. India being the second largest growing economy
with huge consumer class has resulted in consumer durables as the fastest
growing industries in India. LG, SAMSUNG the two Korean companies
have been maintaining the lead in the market with LG being leader in
almost all the categories.
The rural market is growing faster than the urban
market, although the penetration level is much lower .The CTV segment is
expected to the largest contributing segment to the overall growth of the
industry. The rising income levels double-income families and consumer
awareness were the main growth drivers of the industries.

Page 15

HISTORY
Among manufacturing industries, the electronics industry occupies a key
position in modern science and technology. It plays a vital role in the fields
of atomic energy, communications, defense, education, entertainment and
space technology. Until the 1970s the electronic industry was the most
protected of all the Indian industries. The countrys electronics policy
strongly favored self-reliance and technology and capital imports were
strongly discouraged. This resulted in the electronics industry being highly
underdeveloped till the late 1980s. The industry was very inefficient
producing outdated and low quality models at a very high cost.
Policy reforms were initiated in the early 1990s with the liberalization of
trade and industry sectors. With the change in the policy regimes after
liberalization, the industry experienced restructuring.

2.2 ELECTRONICS INDUSTRY IN INDIA

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Electronics is one of the fastest growing segments of the

Indian industry. Today, the electronics industry is completely delicensed
with the exception of aerospace and defence electronics.
The electronic industry in India constitutes less than 1%
of the global market. The demand for these products however is
growing rapidly and the investments are flowing in to augment the
manufacturing capacity.
The Indian electronics industry today stands at US $ 25
billion. It is ranked 26th in the world in terms of sales and 29th in the
world in terms of production. It is growing at over 25% CAGR and is
expected to be worth US $ 158 billion by 2015. This industry is one of
the fastest growing industries in the country and is driven by growth in
key sectors such as IT, Consumer Electronics and Telecom.
The demand for electronics is expected to be fuelled by the growth of
Telecommunications (250 million subscribers by 2007)
PCs and Notebooks (5 million every year)
Broad-Band connectivity reaching rural

2.3 INDUSTRY PROFILE

Page 17

The Consumer Durables industry consists of durable

goods and appliances for domestic use such as televisions, refrigerators,
air conditioners and washing machines. Instruments such as cell phones
and kitchen appliances like microwave ovens were also included in this
category. The sector has been witnessing significant growth in recent
years, helped by several drivers such as the emerging retail boom, real
estate and housing demand, greater disposable income and an overall
increase in the level of affluence of a significant section of the
population. The industry is represented by major international and local
players such as BPL, Videocon, Voltas, Blue Star, MIRC Electronics,
Titan, Whirlpool, etc.
The consumer durables industry can be broadly classified into two
segments: Consumer Electronics and Consumer Appliances. Consumer
Appliances can be further categorized into Brown Goods and White
Goods. The key product lines under each segment were as follows.

2.4 Industry Size, Growth, Trends

Page 18

The consumer durables market in India was estimated to

be around US$ 8 billion in 2009-10. More than 10 million units of
consumer durable appliances have been sold in the year 2009-10 with
colour televisions (CTV) forming the bulk of the sales with 30 per cent
share of volumes. CTV, refrigerators and Air-conditioners together
constitute more than 60 per cent of the sales in terms of the number of
units sold.
In the refrigerators market, the frost-free category has grown by 8.3 per
cent while direct cool segment has grown by 9 per cent. Companies like
LG, Whirlpool and Samsung have registered double-digit growth in the
direct cool refrigerator market.
In the case of washing machines, the semi-automatic
category with a higher base and fully-automatic categories have grown
by 4 per cent to 526,000 units and by 8 per cent to 229,000

units,

respectively. In the air-conditioners segment, the sales of window ACs

have grown by 32 per cent and that of split ACs by 97 per cent.
Since the penetration in the urban areas for these products is already
quite high, the markets for both C-TV and refrigerators were shifting to
the semi-urban and rural areas. The growth across product categories in
different segments is assessed in the following sections.

Page 19

2.5 Consumer Electronics

Market sources indicate that most CTV majors have phased out
conventional TVs and have been instead focusing more on flat TVs. The
flat segment of CTVs now account for over60 per cent of the total
domestic TV production and is likely to be around 65 per cent in 200708.High-end products such as liquid crystal display (LCD) and plasma
display CTV grew by 400 per cent and 150 per Cent respectively in 2009
10 following a sharp decline in prices of these products and this trend is
expected to continue. The audio/video player market has seen significant
growth rates in the domestic market as prices have dropped. This trend is
expected to continue through 2010- 2011, as competition is likely to
intensify to scale and capture the mass market.

Page 20

2.6 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.
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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 instore. 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.

Page 22

2.7 KEY PLAYERS

LG INDIA :
LG Electronics rightly understood the consumer
motivations to create magnetic products, price them strategically,
position them sharply and keep making the magnetism more potent.
Having understood the finer differences in consumer motivations, it
opted for sharp-arrow reasons-to-buy differentiation over the
blanket-all approach taken by most of the other players. It is an
aggressive marketer. It focuses on low and medium price products.

Page 23

 TOSHIBA INDIA:
Toshiba India Private Limited (TIPL) is the
wholly owned subsidiary of Japanese Electronics 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.

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.

Page 24

 ONIDA INDIA:
LED TVs represent technology, and Onida has
ensured that its LED TVs stand for innovative technology. Onida has
worked on ensuring that the latest in technology is made more accessible.
Onida LED TVs also provide for a more user-friendly experience. This
fantastic Slim EDGE led TV comes with a glass finish and 1000000:1
contrast ratio for excellent picture viewing. Adding to stunning visuals it
also gives 200 w pulsating theater like sound.

Page 25

2.8 ETOP ANALYSIS OF SAMSUNG

Environment analysis:
Trying to Close on to the Market Leader LG Making a mark
in the High end category
Segment. LCD TV, Plasma TV,
Frost free Refrigerators and split AC. Samsung had a sting
of design successes in 2000s.
For example, the Sync master series of LCD monitors was
lauded for its simple design
and went on to win
several awards.
LCD TVs and Plasma TVs were gaining popularity therefore
Samsungs design team started work on developing a slim
projection TV based on digital light processing (DLP)

Page 26

technology. The result was the highly acclaimed HLP series

of DLP TVs.

Opportunities:
In India the penetration level of white goods is lower as
Compared to other developing countries.
Unexploited rural market.
Rapid urbanization.
Increase in income level, i.e. increase in purchasing power
of consumer
Easy availability of finance.
Threats:
Indian Mass Market may be captured by a rival company,
LG, Onida, Videocon; etc.
The consumer durable industry is not in the best of health.
Due to increased price of inputs and continuing price erosion
there is downtrend in the consumer durables market.
Increased emergence of modern retail chains- a problem as
Samsung is investing in building a retail network across the
country.

Page 27

Chapter 3:

COMPANY
PROFILE

Page 28

3.1 COMPANY PROFILE

SAMSUNG has been dedicated to making a better world through

diverse businesses
That

today

spans

advanced

technology,

semiconductors,

skyscraper and plant construction, petrochemicals, fashion, medicine,

finance, hotels and more. Our flagship company SAMSUNG Electronics,
leads the global market in high-tech electronics manufacturing and digital
media.
Through innovative, reliable products and services; talented
people; a responsible approach to business and global citizenship, and
collaboration with our partners and customers, SAMSUNG is taking the
world in imaginative new directions.
Page 29

 Corporate profile:
In every area of Samsung's business, we work to improve our
global society. A digital

leader-a responsible global citizen, a multi-

faceted family of companies. At SAMSUNG group and SAMSUNG

electronics, our products, our people, and our approach to business are
held to only the highest standards so that we can more effectively
contribute to a better world.
Citizenship:
Learn how Samsung contributes to a better society. SAMSUNG's
citizenship efforts encompass a broad range of areas that touch people's
lives, including social welfare, culture and arts, volunteer services,
academics and education, environmental protection, and international
exchanges
Our business:
SAMSUNG's businesses harness the power of the digital
revolution to create ground-breaking products and services that take
consumers and businesses beyond imagination.
Research and Development:
SAMSUNG's businesses harness the power of the digital
revolution to create ground-breaking products and services that take
consumers and businesses beyond imagination.
Page 30

 Careers:
Explore the next step in your career - discover what's possible at
Samsung. In the pursuit of global excellence, SAMSUNG is
continuously looking for dynamic new leaders for the digital age of the
21st Century.
Our company is an an equal opportunity employer and welcomes
application from all qualified candidates. The data provide will only be
used for consideration of the applied position or other suitable position
at Samsung Electronics HK Co. Ltd. or other subsidiaries of Samsung
Group. Applicants who are not invited for interview within 10 weeks
should consider their applications unsuccessful. Personal data of
unsuccessful applicants will be destroyed within 12 months.
Global Procurement:
Samsung Electronics is looking for potential World-class Partners.
Looking for Potential Suppliers to lead the Future with Samsung
Electronics. As a world leader in digital technology Samsung Electronics
is progressing into a new era in product development, corporate culture
and contributions to the global society. In order for us to achieve our
goals, we understand how important it is to build relationships and have
full support from first class suppliers. Samsung Electronics is looking for
potential world-class partners with innovative and distinctive technologies
Page 31

for collaboration & creating new business opportunities. Together with

suppliers, we will work together towards a common goal: To be the
World's Best.

3.2 SAMSUNG Introduction

Samsung Electronics is one of the world's largest chipmakers. It is
also South Korea's top electronics company. It makes many kinds of
consumer devices, including DVD players, TVs, and digital cameras;
computers, colour monitors (No. 1 globally), LCD panels, and printers;
semiconductors such as DRAM (No.1), SRAM (No.1), and flash memory;
and communications devices ranging from cellular phones to networking
switches. The company, which is part of Samsung Group, also makes
microwave ovens (No.2 behind Sharp), refrigerators, air conditioners, and
washing machines. Exports account for more than two-thirds of sales.
Citibank owns nearly 15% of Samsung Electronics.

Samsung Electronics Co., Ltd.

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
Page 32

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, 40inch 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).
Page 33

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.

3.3 MANAGEMENT TEAM

Samsung is governed by an independent board of directors who
are dedicated to serving Samsung's key stakeholders with integrity and
transparency.
Dr.Oh hyun kwon was
Officially appointed

Chief

Executive officer Of Samsung

Electronics On june 2012

An 33-years veteran of
Samsung.
Mr. Choi's leadership and
sophisticated
technology
expertise
helped
build
Samsung into the world's
largest consumer electronics
company.

Page 34

Yoon-Woo Lee was named

Samsung Electronics' Vice
Chairman
and
Chief
Executive Officer in 2008 and
has been a member of
Samsung's board of directors
since 1988.

Ju-Hwa Yoon has been

Samsung
Electronics'
President and a member of the
company's Board of Directors
since 2009.
Dong-Min Yoon has been a
member of Samsung's board
of directors since 2006 and is
an independent director with
responsibilities in overall
corporate management.

Chae-Woong Lee has been a

member of Samsung's board
of directors since 2006 and is
an independent director with
responsibilities on the audit
and related party transactions
committee

Page 35

In-Ho Lee has been elected

as an independant director in
2010 with responsibilities on
the Audit Committee and the
Internal
Transaction
Committee.

Oh-Soo Park has been a

member of Samsung's board
of directors since 2006 and is
an independent director with
responsibilities
on
the
recommendation committee

Page 36

3.4 SAMSUNG GLOBAL

The DNA of Digital Innovation:
Samsung Electronics is a global leader in semiconductors,
telecommunications, digital media and digital convergence technologies
with 2004 parent company sales of US$55.2Bn and net income of
US$10.3Bn. Employing approx. 113,000 people in over 90 offices in 48
countries, the company has of 5 main business units: Digital Appliance
Business, Digital Media Business, LCD Business, Semiconductor
Business and Telecommunication Network Business. Recognized as one
of the fastest growing global brands, Samsung Electronics Corporation is
the worlds largest pro ducer of Colour Monitors, Colour TVs, Memory
Chips and TFT LCDs.

Page 37

The headquarters of Samsung Engineering in Seoul

3.5 Samsung in 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 locatedall 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 were 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.

Page 38

Samsung Engineering India Office- New Delhi,

Page 39

3.6 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.

Page 40

3.7 Customized products for Indian Consumers

Samsung understands the local cultural sensibilities to customize

its products according to the Indian market. It has set up a usability lab
at the Indian Institute of Technology in New Delhi to customize Samsung
products to meet the specific needs of Indian consumers. This industryinstitute partnership is helping Samsung to study and analyze consumer
response in aspects of product design, including aesthetics, ergonomics
and interface.
Through its research done on consumer preferences in India,
Samsung has concluded that Indian consumers want more sound oriented
products. Thus, the Samsung televisions for India have a higher sound
capacity than their foreign counterparts.
For the semi-automatic segment of Samsung washing machines,
Samsung has introduced for the first time in India a feature called Super
Dry. It is present in three of Samsungs semi automatic models and dries
the clothes better than the rest.
Samsung washing machines have an additional menu that takes
care of the local Indian wardrobes. They also have a memory re-start
that takes care of the frequent power failures in India.

Page 41

3.8 SAMSUNG History

Samsung is a Korean company that has risen to prominence in

many fields over the years. The size and the scope of the company is
almost unimaginable, as they are one of the largest and most diverse
companies in the world. While the company is mostly known for their
technology division [cell phones, radios, MP3 players, computer screens,
and the like they Have many divisions as well.
The company has expanded from a humble storefront launched in
the late 1930s to the largest company in Korea and the second largest
company in the world. In addition to the electronics division, which is the
most profitable and successful one in the world, the company also has
forayed into finance, chemicals, retail, and straight-up entertainment - all
with great degrees of success.
The company employs many of South Korea's finest employees,
including many with PHD level education. This is not surprising, seeing
as the company's assets total somewhere around $300 billion. The
company has some of the most loyal employees around and many work
Page 42

every day - that means no holiday time off or weekends -- both because
they want to and it is expected.
The company was once even larger than it is now, but the
government, concerned about the power that the company amassed,
required the company to drop some of its sub-divisions.
Because the company is so large and powerful, they have been
accused of bankrupting some other companies - or worse, making the
market so that other companies don't stand a chance at the start.
They are also very much so the leader in electronic components
that other companies use to build products - and as such, can control the
market value and inflate prices at will. This is why the government
stepped in and attempted to somewhat limit the huge conglomerate's
power and scope.
However, it is important to note that the company is responsible
for at least 1/5 of the country's exports. As a result, they are in a position
of power because of the money they supply to the government.
Additionally, their vast number of employees are essential to the country's
economy.

3.9 History of Televisions of SAMSUNG

Page 43

For years in a row, Samsung has taken the top spot in the world
TV market, with the launch of best-selling items. In 2009, it sold as many
as 31 million flat-panel TVs, maintaining the top position for four
consecutive years in terms of world market share. In early 2010, the
company had set the years sales goal at 39 million units (including 10million LED TVs).
According to Display Search, the U.S. market research and
consulting firm, Samsung is forecast to take a 27-percent share for the
global TV market in the second quarter of 2010 while LG Electronics
accounts for 26.2 percent of the market. The market researcher predicted
that Samsungs leadership would continue in 2011
Samsung Electronics is creating a new market by introducing the
Finger-Slim LED TV. Launched in March 2009, the super-slim LED
TV has thus far been sold as many as 2.6 million units. In 2009 alone, it
was sold more than 2 million units, which brightens the future prospect.
Samsung has led the flat-panel TV market for the past five years
with the 2006 introduction of its Bordeaux line, followed by the 2007
Bordeaux model, the 2008 Crystal Rose line, and the Finger-Slim in
2009. The company retained the leading position by successfully selling
more than 1 million 3D TVs as of August 2010.
As rivals are jumping on the bandwagon, Samsung outstrips them
by consistently introducing new, better models. Today the company offers
the full line of TVs, at many price point.
Page 44

This company is developing new LED TV models too. After

expanding its TV lineups, Samsung became the industry-first 10-millionseller challenge. One of the new products to watch is the full HD 3D LED
TV that was launched the first time in March 2010. Combining LED
features with 3D functionality, the new 3D TV is expected to lead the
market for years to come. Samsung showcased the new TV in the
International Consumer Electronics Show (CES 2010) held in Las Vegas
early this year.
In 2009, Samsung TVs were selected in major U.K. publications
and retailers as the best TV of the year. For example, Samsungs LED TV
7000 series was the winner of the Gadget Awards 2009 by T3, U.K.s
most prestigious electronics magazine. The T3 magazine in its news
article on ten reasons why you should buy Samsung LED TV listed as
the reasons superior picture quality, slim design, energy efficiency and
connectivity.

3.10 PRODUCT PROFILE of SAMSUNG

SAMSUNG Refrigerators:

Page 45

Experience the new freshness

Add digital technology to your refrigerator and experience a
whole new level of innovation for your home.

SAMSUNG Mobile phones:

Page 46

No matter how you stay in touch, Samsung connects you in style

From the coolest Full HD 1080p and brightest smart phones, to
the most stylish touchscreens, bars, and feature-rich devices with full
floating touch,wifi,13MP camera Samsung makes you more mobile, your
way
SAMSUNG Microwave Ovens:

Page 47

No guesswork require
Samsung microwave oven, Faster, more spacious and
more stylish than before.

SAMSUNG Washing Machines:

The Ultimate Washing experience the Super

Clean, Ultra Safe and amazingly easy washing experience with Samsung
Washing Machine
SAMSUNG Air Conditioners:

Page 48

The simplest and most effective way to stay cool

during hot summer.
Samsung presents the perfect solution with its new bio
sleep plus air conditioners. Developed for Indian conditions.

SAMSUNG Cameras:

Page 49

Great Picture and more

Smart

guidance,Anroid,jellyben

intuitive

interfaces

and

automated features help you channel your inner photographer under any
circumstance, regardless of your expertise 21zoom
SAMSUNGLaptops:

Tablet+laptop

Thinest laptop

Page 50

 SAMSUNG Televisions:

SAMSUNG PLASMA Television

SAMSUNG LCD Television

SAMSUNG LED Television

Choose the right TV for you

Samsung TVs offer world-class picture quality, design and
energy efficiency. Find the TV that is perfect for you.

3.11Vision And Mission

Page 51

 Vision
Samsung is guided by a singular vision: to lead the digital
convergence movement. We believe that through technology innovation
today, we will find the solutions we need to address the challenges of
tomorrow. From technology comes opportunity for businesses to grow, for
citizens in emerging markets to prosper by tapping into the digital
economy, and for people to invent new possibilities. Its our aim to
develop innovative technologies and efficient processes that create new
markets, enrich peoples lives and continue to make Samsung a trusted
market leader

Mission

Page 52

Everything we do at Samsung is guided by our mission: to be the

best digital- Company. Samsung grew into a global corporation by
facing challenges directly. In the years ahead, our dedicated people will
continue to embrace many challenges and come up with creative ideas to
develop products and services that lead in their markets. Their ingenuity
will continue to chart Samsungs course as a profitable, responsible global
corporation.

3.12 SWOT Analysis of SAMSUNG:

Page 53

STRENGHTS:
Launching hi-tech and contemporary products with zeal and
speed.
Target is not only number driven but also about acquiring
and retaining customers.
Created a Unique Brand Image for itself as a high end value
driven brand.

WEAKNESS:

Page 54

 Approach market through technology and design leadership:

a slow process.
Not targeting the mass market
Not spreading the brand all over India

OPPORTUNITIES:
Its slowing down and has not had any product innovation in
the recent past.
The Indian Mass Market.
The high end value driven proposition helps increase the
Market Share. Samsung is well known for it product
differentiation

THREATS:
Indian Mass Market may be captured by a rival company,
LG, Onida, Videocon; etc.
The consumer durable industry is not in the best of health.
Due to increased price of inputs and continuing price erosion
There is downtrend in the consumer durables market.

Increased emergence of modern retail chains- a

problem as Samsung is investing in building a retail network
across the country.

Page 55

CHAPTER 4:

THEORETICAL
ASPECT OF THE
STUDY

Page 56

4.1 Theoretical Background of the study

Scope of market research in view of modern global business:
Research methods provide you with the knowledge
and skills you need to solve the problems and meet the challenges of a
fast-paced decision-making environment. Business research courses are a
recognition that students in business, not-for-profit, and public
organizations in all functional areas need training in the scientific
method and its application to decision making. Two factors stimulate an
interest in more scientific decision making: (1) the managers increased
need for more and better information and (2) the availability of improved
techniques and tools to meet this need.
During the last two decades, we have witnessed
dramatic changes in the business environment. Emerging from a
historically economic role, the business organization has evolved in
response to the social and political mandates of national public policy,
explosive technology growth, and continuing innovations in global
communications. These changes have created new knowledge needs for
the manager. Other knowledge demands have arisen from problems with
mergers, trade policies, protected markets, technology transfers, and
macroeconomic savings investment issues.
The trend toward complexity has increased the risks
associated with business decisions, making it more important to have a
sound information base. Increased complexity means there are more
variables to consider. The competition is more vigorous, with many
Page 57

business downsizing to make competitive gains. Workers, shareholders,

customers, and the public are better informed and more sensitive to their
self-interest. Government continues to show concern with all aspects of
society. Each of these factors demands that managers have more and
better information upon which to base decisions.
To do well in such an environment, you will need
to be equipped with an understanding of scientific methods and a means
of incorporating them into decision making. You will need to know how
to identify good research and how to conduct it. This book addresses
these needs.
As the complexity of the business environment has
increased, there has been a commensurate, increase in the number and
power of the tools to conduct research. There is vastly more knowledge in
all fields of management. We have begun to build better theories. The
computer has given us a quantum leap in the ability to deal with
problems. New techniques of quantitative analysis take advantage of this
power. Communication and measurement techniques have also been
enhanced. These trends reinforce each other and are having a massive
impact on business management. sources of collection of primary for
market research.

Page 58

4.2 LITERATURE REVIEW

We thrive on the opportunity to create a brand from the
ground up. In order to give it life, we identify the organization's core
attributes, conduct extensive internal and competitive research, and
develop the foundational positioning -- all of which set the stage for the
creative process that follows:

Naming/Renaming

Brand identity

Tagline development

Brand expression (look and feel, visual and verbal elements, sample

applications)

Brand guidelines

Graphic standards

The word brand is derived from the word brandr

which means to burn. This was a way in which herdsmen labeled and
identified their cattle (Keller, 2008). Till today, this practice is still
being performed. A brand is also said to identify the maker or supplier
of a particular product or service which also helps in differentiating
ones goods from other competitors. To the customer, it shows the
promise of what the goods, service or firm stands for and the experience
that can be derived from it (Kotler, 2003).

Page 59

Currently, brands are of importance to most businesses

and corporations and of higher importance is the notion of building a
strong brand. This is because building a strong brand has been shown to
provide numerous financial rewards to the firm (Keller, 2001.) Building
a strong brand is made up of four steps. The first thing is to establish
depth and breadth of brand awareness (Brand Identity). This is followed
by creating the appropriate brand meaning through favorable and
unique brand associations.
The third thing is eliciting positive and accessible brand
responses and the final step is creating brand relationships with
customers characterized by intense loyalty (Keller, 2001). As noted
above, brand awareness is very vital and significant in building a
corporate brand because it serves as the foundation, and it is the first
step of the communications process towards creating brand attitudes
and associations, and intention of product
purchase (Rossiter and Percy, 1987).
In reference to this, brand awareness will simply mean the
familiarity of a brand. It reflects the salience of the brand in the
customers mind (Aaker, 1996) thus forming an integral role of brand
equity. Consumers are aware of a large number of brands when making
buying decisions, and brands with higher awareness levels are more
likely to be part of the final buying decision. Brand awareness is also
said to influence the brands perceived quality (MacDonald & Sharp,
1996).
Page 60

Kitchin, (2003) views brand and responsibility as being

related. He identifies Responsibility as being brand dependent. Brand is,
in fact, the prime determinant of responsibility. Every brands social
responsibility is unique, not just to the business segment it operates in,
or to its own operational impact, but unique to the promises that the
brand offers, and unique to the delicate framework of trust that it has
established with its stakeholders (Kitchin, 2003).

Page 61

4.3 Market Analysis:

A Market analysis is a documented investigation of a market that
is used to inform a firm's planning activities particularly around decisions
of inventory, purchase, work force expansion/contraction, facility
expansion, purchases of capital equipment, promotional activities, and
many other aspects of a company.
Davia A. Aaker outlined the following dimensions of a market
analysis:

Market size (current and future)

Market growth rate
Market profitability
Industry cost structure
Distribution channels
Market trends
Key success factors

The goal of a market analysis is to determine the attractiveness of

a market, both now and in the future. Organizations evaluate the future
attractiveness of a market by gaining an understanding of evolving
opportunities and threats as they relate to that organization's own
strengths and weaknesses.
Organizations use the findings to guide the investment decisions
they make to advance their success. The findings of a market analysis
may motivate an organization to change various aspects of its investment
strategy. Affected areas may include inventory levels a work force
expansion/contraction, facility expansion, purchases of capital equipment,
and promotional activities.

Page 62

CHAPTER 5

RESEARCH
METHODOLOGY

Page 63

5.1 OBJECTIVES OF THE PROJECT:

To find number of brands of LED Television in Surat city.
To study brand preference and awareness of consumer for
LED Television..
To find most important parameter for selection of brand of
Colour television.
To study whether customers are aware of different brands of

LED Television or not.

To find who are the competitors of samsung and what are the
market shares of competitors and what strategies are

implemented by samsung to beat their competitors.

To find out how People reacts to the technology changes in
the televisions sector of electronics.
To know how they are aware regarding the product.

5.2 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.

5.3 LIMITATION OF STUDY:

Page 64

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
havent cooperated.

5.4 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.

Page 65

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.

5.5 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
Page 66

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.

5.6 RESEARCH PROCESS

Introduction
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. It is usually private in nature.

Page 67

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.
Research design indicates the methods and procedure of
conducting research study. Research design can be done in following
three types:
1.

Exploratory Research
Exploratory Research focuses on the discovery of new
ideas and is generally based on secondary data.

2.

Descriptive Research
Descriptive Research is undertaken when the researcher
want to know the characteristics of certain groups.

3.

Casual or Experimental Researches

An Experimental Research is undertaken to identify causes
and effect relationship between two variables.

The Research Design is: Descriptive Research Design

Page 68

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
Basically there are two types of data i.e. secondary and primary:
Primary data
Primary data collection contains the following four
types of methods:
Observation Method:
It contains Casual observation,
systematic observation, direct

observation and

contrived observation.
Survey Method:
It contains Personal Interview,
Telephone Interview and Mail

Interview.

Experimental Method:
It contains experiment in controlled
(laboratory) condition &
(natural) conditions.
Page 69

experiment in normal

 Panel Method:
It can be collected from internal as
well as external sources.
Internal Source: Various internal sources
like employee, books, sales activity, stock
availability, product cost, etc.
External Sources: Libraries,

trade

publications, literatures, etc are some

important sources of external data.
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
Page 70

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 Non-probability Sampling.

1.Probability Sampling:
Probability sampling means each unit of the
universe has equal chance of getting selected. The most frequently
used probability sampling methods are as below:

Simple Random Sampling.

Stratified Random Sampling.
Multi-stage Random Sampling.
Cluster Sampling.
Multi-phase Sampling.
Replicated Sampling.

Page 71

2.Non-Probability Sampling:
Non Probability sampling contains following

methods
Convenience Sampling.
Panel Sampling.
Judgement sampling
Quota Sampling.
For the purpose the researcher has used Non probability
(Convenience) sampling. I selected this type samoling 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 researchers area for survey was:
Customers come at Sky View, Surat
Sampling Unit:
Here
the
researcher

has

randomly

selected

respondents of the Surat city

5.7 Source of data

I used Primary Data as well as secondary Data.
(1) Research Approach:Page 72

100

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 instrument.

5.8 Questionnaire construction:I have been 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.

(1)Types of question:I have been used following types of question in the

questionnaire
1. Dichotomous with Close-ended question:Ex. Do you like watching TV?
Yes

No

2. Multiple -choice question:Page 73

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:-

Page 74

Ex. Do you know difference between plasma TV, LCD TV and

LED TV?
To know

__

__

__

__

__

unknown

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

Sam
sung

Sony
Pana
sonic

Brand
Reputation
Features
Model
Price
Awareness

6. Dichotomous with Open-ended Question:Page 75

LG

EX. Are you loyal to a particular brand?

Yes

No

If yes than which one?

________________________________
__
Language of Questionnaire: - English

Page 76

CHAPTER 6:

DATA ANALYSIS

6.1 Data Analyze and Interpretation

After all the above steps are completed now the important step is
data analyzing and interpretation. For this there are various analytical and
statistical tools. Some of these tools are Percentage. Average, Dispersion,
Co-relation, Co-efficient, etc.

Page 77

 People like watching TV.

Sr. No.
1
2
--

Valid
Yes
No
Total

Page 78

Percentage
70%
30%
100%

People like watching TV

30%

Yes
No
70%

Graph:6.2.
Interpretation:
In a survey of 100 people, 77 people i.e. 70% of people
like watching TV and another 30% people dont like watch TV. So
here we can conclude from the above chart, which represents that
most of the people like watching TV.

People interested in purchasing TV.

Sr. No. Valid

1
Yes
2
No
-Tota
l

Page 79

Percentage
64%
36%
100%

People interested in purchasing TV

36%

64%

Yes
No

Graph:6.3
Interpretation:
Here from the above chart we come to know that 64%
people interested to purchase a TV and another 36% of people
are not interested to purchase. This shows that, as the survey done
during the World Cup match so due to that genuinely demand
increases for purchasing a TV amongst the people. Because World
Cup influences the TV sales rate.
Expected Time duration in which customer will purchase TV.
Sr. No.
1
2

Valid
Within 1 week
Within 1 month
Page 80

Percentage
27%
37%

3
--

After 1 month or more

Total

36%
100%

Expected Time duration for purchasing TV

27%

36%

Within 1 week
within 1 month
After 1 month or
above

38%

Graph:6.4
Interpretation:
Basically, the respondents who want to purchase TV are
64 out of 100. So we had the above survey from 64 respondents.
Respondents who are willing to purchase TV within 1
week are 27% . Moreover, people who want to purchase TV
within 1 month is 37% and 36% of respondents will purchase TV
after 1 month.
The respondents who had selected time duration of After 1
month may just come for seeking information about a particular
brand TV features as they may compare it with other brands and
select which convenient to their needs like price, size, features,
quality.

Place from where consumer would like to purchase TV.

Page 81

Sr. No.
1
2
3
4
--

Valid
Online
Dealer
Hypermarket
Others
Total

Percentage
5%
61%
34%
0%
100%

Place preffered for purchasing TV

5%
34%
61%

online
Dealer
Hypermarket

Graph:6.5
Interpretation:
From above survey , out of 64 respondents who are
willing to purchase TV, are more overly preferred to purchase it
from Dealers the percentage is 61%. So it shows that above
50% of people like to purchase TV only from particularly
Company dealers located in the local area in the city.
Another 34% of respondents would prefer to purchase it
from hypermarkets like, Croma, Next, e-zone, etc.
Lastly, the least preference is given to online purchasing.
Merely 5% people like to purchase online.

Budget preferred for purchasing TV.

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Sr. No.
1
2
3
4
--

Valid
Percentage
Rs. 20,000- Rs.55,000
22%
Rs. 55,000- Rs.85,000
39%
Rs. 85,000- Rs.1,50,000
23%
Rs. 1,50,000 & above
16%
Total
100
%

Budget for purchasing TV

Rs.20,000-Rs.55,000

16%
Rs.55,000-Rs.85,000
22%

23%

39%

Rs.1,50,000 & above

Graph 6.6

Interpretation:
Page 83

Rs.85,000-Rs.1,50,000

Here from the above chart we can say that majority respondents
represents that 39% respondents prefer budget between Rs.55, 000
to Rs. 85, 000. So this is the most preferable budget.
Very less had selected the budget (16%) of Rs. 1,50,000 & above
as this respondents wants TV with greater size, clarity and with
best features.

Mode of payment.
Sr. No.
1
2
3
--

Valid
Cash
Cheque
Loan
Total

Page 84

Percentage
9%
33%
58%
100%

Mode of payment
9%
58%

Cash
Cheque
Loan

33%

Graph:6.7
Interpretation:
Above chart represents that, the mode of payment which is most
preferable is Loan, because it is an easiest way of payment for
every customer. It is also known as EMI that one can pay every
month and less charge are taken for a payment installments.
So from the 64 respondents 37 prefer for loan as a mode
of payment.
Page 85

Payments preferred by cash are only 9%.

Purpose purchasing TV.
Sr. No.
1
2
3
4
--

Valid
Bedroom
Living room
Office purpose
Any other
Total

Percentage
19%
50%
20%
11%
100%

Purpose for purchasing Tv

11%

19%

20%

Bedroom
Livingroom
Office
For other purpose

50%

Graph:6.8
Interpretation:
From the survey , we came to the conclusion that 19% people
want to enjoy TV in bedroom for their personal entertainment , but
50% people like to enjoy TV programs with their family , so they had
selected their TV for living room purpose, high percentage of ratio
observed is in these area . Moreover in professional view 20% people

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use TVs for their office purpose , 11% people use TVs for other
purpose like in CCTV, advertising mode in Supermalls etc.
Size for TV.

Sr. No.
1
2
3
4
--

Valid
Less than 26
32
36
40 & above
Total

Percentage
22%
39%
19%
20%
100%

Size for purchasing TV

20%

22%

19%
39%

Less than 26
;
"
36
;
" & above

Graph:6.9
Interpretation:
From the above chart we come to the conclusion that 22%
of people selects less than 26 size for a television. 32 size is

Page 87

selected by 39% of the respondents. 20% of respondents selected

40 & above size. And only 19% have preferred for 36 size.

Type of TV liked to purchase.

Sr. No.
1
2
3
--

Valid Percentage
Plasma
17%
LCD
41%
LED
42%
Total
100%

30

25

20

15

10

Plasma

LCD
Graph:6.10

Interpretation:

Page 88

LED

Above chart shows that 42% of respondents wants to purchase

LED TV. This rate is higher than Plasma & LCD. Merely 17%
people have selected Plasma. While LCD is preferred by 41%.

Best Brand for LED TV.

Sr. No.
1
2
3
4
5
6
--

Valid
SAMSUNG
SONY
LG
PANASONIC
TOSHIBA
OTHER
Total

SAMSUNG

SONY

Percentage
52%
19%
7%
11%
0%
11%
100%

14
12
10
8
6
4
2
0
LG

PANASONIC TOSHIBA

Graph:6.11

Page 89

Other

Interpretation:
From the above chart we can conclude clearly that 52% people
had selected for SAMSUNG for purchasing LED TV. Other 11%
had selected for Videocon, Sharp & Onida. After SAMSUNG
more number of respondents i.e. 19% preferred SONY.
Note:
A survey conducted in USA, in that 90% of respondents had
purchased television of SAMSUNG and merely 10% had selected
for other brands.

Page 90

 Sources of Awareness.
Sr. no.
1
2
3
--

Valid
Advertisement
Hoardings
Relatives & friends
Total

Percentage
35%
18%
47%
100%

Sources of Awareness

35%
47%

18%

Graph:6.12
Interpretation:
Page 91

Advertisement
Hoardings
Relatives & Friends

Above chart shows that 35% people came to know about

SAMSUNG LED TV from the source of Advertisements.
Other 18% from Hoardings and 47% from Relatives & friends by
Word of Mouth promotion.

Features of SAMSUNG LED TV.

Sr. No.
1
2
3
4
--

Valid
Slim design
Ultra clear panel
Resolution
Clarity
Total

Percentage
22%
7%
7%
64%
100%

Features of SAMSUNG LED TV

21%
7%
64%

7%

Graph: 6.13
Page 92

Slim design
Ultra clear panel
Resolution
Clarity

Interpretation:
In above chart it is shown that 64% respondents believes
that LED TV having better clarity.
While 22% attracted towards its slim design.

Factors of SAMSUNG LED TV

Sr.no
Valid
1
Warranty
2 Financial schemes
3 Less interest on EMI
4 Life of LED TV
5 After Sales service
-Total

= Percentage
36%
14%
7%
14%
29%
100%

Factors of SAMSUNG LED TV

29%

36%

14%
7%

14%

Graph:6.14
Page 93

Warranty
Financial schemes
Less intyerest on
EMI charged
Life of LED TV
After sales service

Interpretation:
Here 29% respondents said that after sales service of SAMSUNG
is beat. 36% said that warranty schemes are good.

Models of SAMSUNG LED TV

Sr. No.
1
2
3
4
5
6
--

Valid
SAMSUNG LED TV series 4
SAMSUNG LED TV series 5
SAMSUNG LED TV series 6
SAMSUNG LED TV series 7
SAMSUNG LED TV series 8
SAMSUNG LED TV 9000
Total

Page 94

Percentage
12%
6%
12%
23%
18%
29%
100%

Models of SAMSUNG LED TV

12%
29%

6%

12%
18%

24%

SAMSUNG LED TV
series 4
SAMSUNG LED TV
series 5
SAMSUNG LED TV
series 6
SAMSUNG LED TV
series 7
SAMSUNG LED TV
series 8
SAMSUNG LED TV
series 9000

Graph6.15
Interpretation:
Here 29% have selected model of 9000 where they
will purchase it in Rs. 1,50,000 and above. While 23% have
selected Series 7 as it is reasonable.

Page 95

Chapter 7:

FINDINGS
SUGGESTIONS

&

7.1 FINDINGS
70% of people like watching TV. This show that people
prefers to Television as From the above analysis shown in
Graph 5.2.1 shows that a source of their entertainment.
From the survey, we get to know that the respondents who
having TV, they are currently using, its majority brands are
ONIDA, BPL, SONY. The regular size TV they are using
currently. Likewise, 21,26, 32.
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 As this survey is taken in the duration of CRICKET

WORLD CUP, though it influence the sales rate of
Television in very high extent. So from the survey 64%
respondents wants to purchase TV and 36% respondents are
not going to purchase TV. So here interested respondents are
more.
From the above analysis, the time duration respondents are
expecting is 36% for after 1 month duration. From the
analysis we have done at the Electronics shop said that most
of the people came to the shop for acquiring information
only as they can compare the product with other brands and
then will pick the convenient one.
While, the respondents who are agreed to
purchase to TV within 1 week and within 4 weeks are 27%
and 37%.
61% of the respondents would like to purchase TV from
dealers of a particular brand, because they having common
belief that they can trust on the dealers and dealers might
give more benefits then purchasing from any other source.
Only 5%, had preferred purchasing through Online as they
believe that it is more faster and accurate procedure to
purchase. Whereas, 34% says that its good to purchase
electronics from Hypermarkets.
39% had preferred budget of Rs. 55,000- Rs. 85,000,
according to their thinking, a good product should be
purchase where it can be purchased so rarely.

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 58% respondents would like to pay amount by Loan i.e. in

installment because they say that loan is the best method of
payment where one can pay it in certain installments which is kind
of satisfactory as per the budget and purchasing power is
concerned. Where, 9% people want to purchase TV by cash mode
of payment.
Where as per the analysis. 50% are purchasing TV for
keeping it in the Living room for the family entertainment.
19% for bedroom for their personal entertainment. 20% for
keeping TV in offices, for presentations news or for other
purposes. While in others i.e. 11% wants to keep TV in
shops, hyper market, for hotel room, etc.

Those in this 20% respondents who had a budget of above

Rs. 1,50,000 are going to purchase TV of 40 and above.
While others 22% for less than 26 size this respondents
wants to keep TV in their bedroom so this size TV s
convenient. 39% for 32 size and 19% for 36 size.
Nowadays, people are becoming more conscious about
technology they would like to purchase best one. Though
here 42% respondents liked to purchase LED TV then 41%
for LCD and lastly 17% for PLASMA TV. People who have
selected LCD TV they have a belief that LCD and LED
having very thin difference so would either like to purchase
LCD TV as it cheaper than LED TV.
From the above analysis for the best brand of TV, moreover,
52% had selected SAMSUNG as best for LED TV then
Page 98

come SONY by 19% LG by 7% and in the category of

others i.e. 11% brands are VIDEOCON, SHARP, ONIDA
were in major.
According to the major respondents who have selected LED
TV for their future purchase, their answers were common
and it was, they wants to use the present technology but not
the old one, and they prefer SAMSUNG as a best brand
because it is satisfactory brand in some factors.
47% people get an idea about the features of SAMSUNG
LED through the references of their Relatives and Friends.
Merely 18% said source by Hoardings.35% are get attracted
by Advertisement, promotion of LED in different ways.
Features which most of the respondents are attracted towards
SAMSUNG, each respondent had selected clarity as its main
feature. Slim design is also a major feature.

From the above survey, factors of SAMSUNG for

purchasing LED TV are its Warranty system particularly of
SAMSUNG is best according to the respondents. Then its
financial schemes, replacement pattern of parts, After sales
service.
About 64% respondents agreed about the good clarity of
SAMSUNG LED TV as its major feature. Other 22% are
attracted by its slim design.
Factors of SAMSUNG LED TV, in this analysis 36% said
about its warranty schemes which are better than other
Page 99

companies. Where, 29% saying about its after sales service.

14% said that companies EMI schemes are very beneficial
and satisfactory.
29% have selected to purchase SAMSUNG LED TV 9000
as respondents who having targeted budget of Rs. 1,50,000
and above. While 23% for Series 7 as it is reasonable to size
and in other matters too.
In brand recall order Many respondents have given top
rankings to two companies i.e. Sony and Samsung .
Samsung is facing a tough competition from the
competitors with the same kind of products.

7.2 SUGGESTIONS:
SAMSUNG should focus more on advertisements for its
LED Television specially.
Page 100

 SAMSUNGs each and every scheme should be known by a

customer, and it is possible when company itself try to make
them known about it.
A customer should be give knowledge about the differences
of LCD TV and LED TV. As it will help to acquire
customers and their trust. It may also help in increasing
market share of SAMSUNG LED TV more in market.

CHAPTER 8:
Page 101

CONCLUSIONS

CONCLUSIONS:

Following are the conclusion that the researcher found after the survey.

Page 102

 From the above analysis the researcher concludes that Brand

Image of SAMSUNG is quite good among the
respondents as it is rated quite high in quality & availability.
Most of the respondents had preferred LED TV to purchase
because of its different features towards which they
attracted.
From the Analysis the researcher concludes that Market
Analysis of SAMSUNG respondents likes watch movies,
sports,etc on LED TV because of its high definition picture
quality, clarity, its ultra clear panel. This are the some
features which are rated good by the respondents.
The researcher concludes that majority of the respondents
selected size according to their purposes, likewise, a
respondent want a TV for living room, so he wants TV of
32 & more as it is a basic size used in living rooms. So
through this we can conclude that people are now so much
aware that even they may select size of TV by their own.
The researcher concludes that the respondents are aware
about brand SAMSUNG LED TV by their relatives and
friends.

Page 103

It concludes that the respondents are not

satisfied with the SAMSUNGs costs of Televisions.

Page 104

Chapter 9:

BIBLIOGRAPHY
&
ANNEXURE

9.1 BIBLIOGRAPHY

Books :
o Marketing Research (3rd edition, Tata McGraw Hill)
-Gc Beri
Page 105

o Marketing Management(13 e Philip Kotler)

Websites:
o http://www.scribd.com/doc/30027467/PRODUCT-MIX
o http://www.oppapers.com/subjects/introduction-of-samsungcompany-page1.html
o http://www.samsung.com/us/aboutsamsung/management/
o http://www.samsung.com/hk_en/aboutsamsung/companypro
file/
o http://ezinearticles.com/?What-is-the-Difference-BetweenPlasma-TV,-LCD-TV-and-LED-TV?&id=3381066
o http://www.netmba.com/marketing/market/analysis/

9.2 ANNEXURE
Questionnaire:

I am BIMMI THAKUR doing

MBA(Marketing) from Indira Gandhi National Open
University. As per our Syllabus, I am doing survey on Brand
Awarness & Market Analysis of SAMSUNG LED TV.
Page 106

Kindly cooperate and help us in filling up the below

questionnaire. All the details will keep confidential.

1.) Do you like watching TV?

Yes

No

2.) TV of which company do you have?

_________________________________________________
3.) TV Of which size do you have?
__________________________________________________
4.)Are you interested in purchasing TV?
Yes

No

5.)In which duration you will buy a TV?

Within 1 week
Within 4 weeks
After 1 month or above
6.)From where do you purchase it from?
Online
Dealers
Hyper Market
Other then specify, ____________________________

Page 107

7.)How much Budget you prefer to purchase TV?

Rs. 25,000 Rs. 55,000
Rs.55,000 Rs. 85,000
Rs. 85,000 Rs. 1, 50,000
Rs. 1, 50,000 & above
8.)Which Mode of payment you prefer?
Cash
Cheque
Loan

9.)You purchasing TV for?

Bedroom
Livingroom
Office
Other,_______________________
10.)In which size you like to buy?
Less than 26
32
36
40 & above
11.) Which type of TV do you like to purchase?
Page 108

Plasma
LCD
LED
12.)Which brand according to you is best for LED?
Samsung
Sony
LG
Panasonic
Toshiba
Other then specify _________________________

13.)Why you preferred above brand for LED?

____________________________________________________
____
____________________________________________________
____
____________________________________________________
____
14.)From which source you came to know about LED?
Advertisement
Hoardings
Relatives & Friends
15.)Which features of SAMSUNG LED attracts you to buy ?
Page 109

Slim design
Ultra clear panel
Resolution
Clarity
Other then specify _________________________
16.)Factors attracts you to buy SAMSUNG LED ?
Warranty
Financial scheme
Less interest on EMI
Life of LED TV
Other then specify _________________________
17.)Which Model of SAMSUNG LED you like to purchase?
SAMSUNG LED TV series 4
SAMSUNG LED TV series 5
SAMSUNG LED TV series 6
SAMSUNG LED TV series 7
SAMSUNG LED TV series 8
SAMSUNG LED TV 9000
18.)Suggestions:
___________________________________________________
______
___________________________________________________
______
___________________________________________________
______
___________________________________________________
______
Personal Details:Page 110

Name:
___________________________________________
Occupation:
_________________________________________________
Age:______________ Contact No: _____________________
AnnuaIincome:
______________________________________________

-: Thank you:-

Page 111