A Project Report On

A Study of Consumer Durable Market for

Samsung Electronics Ltd. With Special
References to Hyderabad
Submitted By
RAKESH KUMAR
Roll No. 06032E0017
Under the esteemed guidance of
Dr. D. Raghunatha Reddy
Professor , SMS ,JNTUH

Consumer Durables
consumer electronics
TVs, VCD players and audio systems etc.
consumer appliances
refrigerators, washing machines, air
conditioners (A/Cs), microwave ovens,
vacuum cleaners and dishwashers.

Indian consumer durable industry has changed due to

greater affordability , changing lifestyle , boom in real
estate and commercial advertising . It has changed
consumer behavior. Products like washing machines,
air conditioners, microwave ovens, color televisions
(CTVs) ) are no longer considered luxury items.
Major Indian players : Videocon, Godrej Industries ,
Kelvinator, Godrej, Alwyn , and Voltas
MNC Players: Whirlpool , LG , Samsung , Sony , IFB ,
Philips etc .
MNCs competes on the basis of superior technology
combined with a steady flow of capital, while
domestic companies compete on the basis of their
well-acknowledged brands, an extensive distribution
network and an insight in local market conditions

The industry is expected to grow at a rate of nearly

19% and reach to US$ 9.5 Billion by 2013.
Consumption of consumer durables is nearly 68 %
in urban area while 32% in rural area .
The usage of refrigerator stands at around 18%,
washing machine 6% , microwave oven 1%, air
conditioner less than 2%. The low penetration of
these products shows a lucrative untapped market.
Some high-growth categories are mobile phones,
TVs and music systems. Flat panel displays has
registered a growth rate of 70%.
MNCs has captured 70% market share.

SAMSUNG
Samsung Electronics is a global leader located in 48
countries in semiconductors, telecommunications,
digital media and digital convergence technologies
with global revenues of $116 billion with current year
target of $ 3.2 billion for India.
Samsung India is the hub for South West Asia
Regional operations. Headquartered is New Delhi.
Manufacturing complex for CTV, Mobile, Refrigerators
and Washing Machines is located at Noida, near
Delhi. Samsung commenced the manufacture of
LCD televisions at its at Sriperumbudur, Tamil Nadu.

Product Profile
Mobile Phone
Camera /Camcorder
Home Appliances : TV ,Audio , Video Refrigerator ,Air
Conditioner ,Washing Machine, Microwave Oven, Smart
Oven.
PC ,Peripherals ,Printer, Notebook, Monitor, Optical Disc
Drive , External HDD , Laser Printer .
Component Business: Semiconductors and LCD.
Semiconductors : DRAM , SRAM , NAND flash memory
and Solid State Drives . display driver IC , (CIS), MAP
LCD: DIDs , ultra-slim, edge-lit LED-backlit LCD panels,

Wide screen LCD.

Research design
Primary Data: Through questionnaire
from consumers
Secondary Data: Past studies , internet
and other sources of company.
Sampling : Random Sampling method
Sample Seize : 100 Consumers.
Research Area : Hyderabad

Data Analysis and Interpretation

CHI SQARE TEST

It is used to test association of two or
more attributes.
By Chi square test it has been proved
that
Buying a TV and Buying a Samsung TV
are related.
Also Repurchase of Samsung product
depends on its being a successful brand.

FINDING
All the dealers sell range of consumer durables.
Samsung is a successful brand providing range of
products with competitive prices.

LG is leading in TV , Refrigerator segment.

Whirlpool is leading in washing machines.
Philips is leading in DVD.
Quality of product is more important than
price.
After sales service is an important factor
behind sale of consumer durables.

SUGGESTIONS &RECOMANDETION
Samsung should improve the after sales
service .
Samsung Should reduce it`s price to beat
competition.
Samsung should use promotional tools.
Samsung should introduce low price , low power,
reliable consumer durables to suit middle class.
More Advt. focusing quality in TV and news
paper will increase awareness of products.
Number of Demo call must be increased.
Improve aftersales service and it`s promptness.

CONCLUSION
Consumer durables : Integral part of life
Main Competitor of Samsung: Sony and LG
Main Factor of Sales :Quality , price and after
sale service
Samsung product has significant presence in
High end technological products .
Financial Schemes and product promotions
play measure role in increasing sales.
Samsung has acquired urban market but
rural market is having lot of growth potential.

Thank You