1) Project name- a project report on market analysis of l.g.

consumer durables &dealer

development.
2) Acknowledgement
3) Executive summary
4) Scope of project

5) Introduction- 1. Classification of consumer durables

2. scope
3. opportunity
4. threates
5. brands in consumer electronics

6) history of company-1] business area and main product- a]mobile communication –CDMA , GSM, 3G
HAND SET, CELLULER PHONES. 2] digital appliance 3]digital display 4] digital media

7) vision

8) slogan

9) the symbol

10) the partnership

11) strategic alliance

12) LG brand identity- a] the brand platform b] the internal culture of l.g.

13) Mission

14) quality innovation

15) code of conduct of l.g.

16) LG INDIA :- A] india challenges , b] local and efficient manufacturing to reduce the cost , c] R & D
potential, d] regional channel and wide distribution network ,e] product localization, f] majour key
success key factors, g] strategies adopted by the organaizations, g] LG market share of consumer
appliances and consumer electronic.

17) LG pune:- a] distribution and marketing , b] the logistics (supply chain mgt.), c] 5R’s of logistic
followed by lg – 1. Right time, 2. Right place, 3. Right condition , 4. Right handeling. D] logistics ten
commandments golden rules , e] problems.

18) customer service

19) objective of the project – 1] primary objective, 2] secondary objective.

20) research methodology

21) research design

22) type of research is prescriptive research

23) branches

24) objective of the study

25) data collection methods :- a] qustionaries , b] pie chart , c] bar chart , d] preparation of chart.

26) sampeling methodology

27) questions :- Sample unit Professionals, Business man, Employees, House wife,
Working women, Students Analysis:

Q1. Have you purchased any consumer durable during Exhibitions?

 Yes
 No
Inferences:-
1. 65 % of Customers have not purchased any consumer durable from exhibitions.

2. Only 35 % people have purchased.

3. It shows that consumers are coming in the exhibition for knowledge of product and also
they want to know that weather there is actual price difference in exhibition and shop or not.

4. Consumers also want to compare to the different brand which are available in the
exhibition.

5. So exhibitions are more useful to increases brand awareness.

6. People are less interested to purchase product from the exhibition.

Q.2While purchasing consumer durable which parameter influences you?

 Price
 Product feature
 Brand
 Service
 Durability
Inference:-
1] 30% of customer gives importance to price. So it shows that Indian consumers are very
price sensitive. They give more importance to price over the brand.

2] 26% give importance to brand. So price and Brand matter a lots for the costumers. And
they are also want best brand in best price.

3] 19% to product feature Service 16% and durability 9% Service is also a big factor for the
customer they are less interested in the durability.

Q3. From where you prefer buying consumer durables

 Exhibitions
 Co.shoppee
 Showroom
Inference:-
1. A majority of customers prefer to buy from showrooms. Very less proposition of customers
buys from Exhibitions.

2. 47% customers are prefer to by from the showrooms because the showrooms are more
convenient to customers they also think that these shops give more discounts.
3. People are less interested to buy from the exhibition they only visit the exhibition for price
quotation of the product and the comparison of the product.

Q3. From where you prefer buying consumer durables

 Exhibitions
 Co.shoppee
 Showroom
Inference:-
1] A majority of customers prefer to buy from showrooms. Very less proposition of
customers buys from Exhibitions.

2] 47% customers are prefer to by from the showrooms because the showrooms are more
convenient to customers they also think that these shops give more discounts.

3] People are less interested to buy from the exhibition they only visit the exhibition for
price quotation of the product and the comparison of the product.
Q.4.You prefer to buy from the same as you have mentioned in Q.3 because of following
reasons
 Attractive Price
 Service
 Demonstrations
 Offers
Inference:-
1. Customers buy from showrooms because of the service and convenience.These are two
main factors.

2. Customers are preferred to buy from the showroom because of they think that these
convenient store may provide good after sell service.

3. Customer also thinks that there is more chance to bargain and they can get more
discounts in these showrooms.

4. Price also a factor that attract the customer in these showrooms.

Q.5.Which consumer durable you have and of which brand?

 CTV
 LCD
 PLASMA
 REF
 WM
 MW
 AC
Inference:-
In CTV section maximum customers have Onida, in LCD Sony is the leader, In plasma BPL is
the leader, In Ref LG is the leader, MW LG is the leader. In WM there are companies and in
AC also.

Q.6. How frequently you change your consumer durables?

 1-3 years
 3-5 years
  5-10 years
 More than 10 years
Inference:-
1] Customers prefer to change consumer durables within 5-10 years. In India people do not
change consumer durable frequently.

2] 23% customers do not change their consumer durable within 10 year.

3] It represent that Indian consumer do not prefer to change their consumer durable
frequently.

Q.7.Do you prefer any financing scheme to purchase consumer durables?

 Yes
 No
Inference:-
Majority of customers do not prefer any financial scheme.

28] dealer survey findings:-

Dealer survey Findings:

1] By calculating the display share we found that in most of store LG has 50% display share
almost all categories.

2] By the actual monthly sale of particular store we came to know the capacity of the store
and how much product can they sale.

3] It helps us to know that weather dealer is capable of being a direct dealer of LG or not
and it also helps to find out the new dealer who are capable of being the dealer of LG.

4] We also came to know while visiting the shops that there was big problem of after sale
service.

5] Many dealers were facing the problem of after sale service because there is no follow up
calls from LG.

6] Demo calls also not done properly.

7] The top competitor of LG product in is SAMSUNG.

8] In area the performance of LG is in better position but the competitor also hold closer
margin.

9] There is high growth of sale in market due to booming in new technology and better
service.

10] Word of mouth plays a vital role in awareness among customer. This is one factor, which
can play a good role in promotion of products as well as demonstration given by the
shopkeeper also plays a vital role for customer.

RECOMMENDATIONS AND SUGGESTIONS:

1] LG should improve it’s after sale service because its hits badly LGs market share in
region.

2] More detailed customaries service is to be provided.

3] The training to in shop demonstration should be given at frequent time interval and
feedback should be considered positively.

4] The company should look into the matter of person hiring for in shop demonstration. A big
LG showroom should have at least 2 such kind of person.

5] LG should try new dealer who have the potential. So they can target more market.

6] As there is a bottle neck competition between

Samsung and LG, it is necessary to take measure steps to overcome the area of downfall in
LG with respect to Samsung.

7] The marketing managers should make better relations with dealers and reputation of the
company.

8] Customer considers quality as their first preference, so the company should give more
stress on this.
9] The switching of customer from LG product to other brand is due to the bed after sell
service in shop.

10] The product is well aware and it is on top of mind of customer. So company should
always improve services and update
their technology.

CUSTOMER SURVEY FINDINGS

1] Secondary supports play an important role in the customers mind and create awareness
among the customers. The secondary support includes Demonstration, Exhibition & Even
Sponsors.

2] From the survey it was found out that the majority of customers don’t buy consumer
durables from exhibitions. They just visit the exhibitions to see the co. latest model.

3] They want to buy from the showrooms or from co. showrooms. For them service is
important .Beside convenience and other factors service is key factor.

4] Also majority of customers do not want any financing scheme for purchasing the
durables.

5] There was heavy rush on weekends so large numbers of ISD’s were appointed that day.
Also the live demo calls helps in selling. Exchange offers also generate sale.

6] Customers are also now very choosy in buying the product and it is important for the
company to make loyal customer of their brand.

7] In survey we found that LG has captured maximum market share in every category. LG
dominates CTV, LCD, and Refrigerator, and Washing machine, category.

8] LG and Samsung have bottle neck competition in TV and REF. category.

9] The product is well aware and it is on top of mind of customer.

10] Customers are also now very choosy in buying the product and it is important for the
company to make loyal customer of their brand.

RECOMMENDATIONS AND SUGGESTIONS

1] Exhibitions do not help to generate so much sells but they should be conducted regularly.
This helps in generating awareness regarding the product in customers which ultimately
helps in sales.

2] Also it is helps in advertising for the new products. Like in this exhibition new LCD
SCARLET was advertised. Company should always focus on service.

3] Display share should be increased where there is less than 50% as LG also believes that
“JO DIKHTA HAI WO BIKTA HAI”.

4. Company should try to improve service. No doubt the company products have technically
edge over competitors but in long run it may hamper the company’s profit.

5. Company should concentrate more on its major drivers LCD, IT, and GSM. Branding and
promotions should be done effectively as it creates a long lasting image in the mind of
customers.

6. Company should also cater to the needs of sub dealers as some of the sub dealers have
potential of high sales.

LIMITATIONS
Every study has certain limitations. In our study, also there were certain limitations, which I
could not able to solve.
1] The research was conducted in a very small area.

2] Our research work period witness the biggest ups and downs in product sale of different
brands, which affected the perception of the customer. This was biggest drawback of my
study.
3] Time factor was also important for us. We had limited time for the research, for which a
full-fledged report was insufficient for me.

4] The customer filled the questionnaire mostly in careless manner, so it was difficult to
make them hold for time.

5] We had only found the upper-middle class family to fill up the questionnaire, but
generally, an average middle class family was required for the study.

6] The sample size is also very small which represent my research on consumer behavior

BIBLIOGRAPHY
 www.lgindia.com
 www.google.com
 www.wikipedia.com
 Business world
 Business today
 LG magazine
 Economics times News paper
 Times of India
Consumer survey Questionnaire

Q1. Have you purchased any consumer durable during Exhibitions?

a) Yes
b) No
Q.2While purchasing consumer durable which parameter influences you?
a) price
b) Product feature
c) Brand
d) Service
e) Durability

Q3. From where you prefer buying consumer durables

a) Exhibitions
b) Co. shoppee
c) Showroom

Q.4.You prefer to buy from the same as you have mentioned in Q.3 because of following
reasons
a) Attractive Price
b) Service
c) Demonstrations
d) Offers
e) Convenience

Q.5.Which consumer durable you have and of which brand?

a) CTV -------------------
b) LCD -------------------
c) PLASMA -------------------
D) REF -------------------
E) WM -------------------
F) MW -------------------
G) AC -------------------

Q.6. How frequently you change your consumer durables?

a) 1-3 years
b) 3-5 years
c) 5-10 years
d) More than 10 years

Q.7.Do you prefer any financing scheme to purchase consumer durables?

a) Yes b) No
APPENDIX

A.S.I - Area Service In charge

A.S.M - Area sales manager
B.S.I - Branch Service In charge
CAC - Commercial Air Conditioning System
C.S - NET Customer Service Net
D.S.C. - Direct service centre.
L.H.D - Logistics Head of department
R.E.F - Refrigerator