samsung electronics abhirup

8/18/2019 Samsung Electronics Abhirup

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TABLE OF CONTENTS

Acknowledgement…………………………………………………………………………3

1. Abstract ……………………………………………………….................. ………5

2. Introduction ………………………………………………………………………..6

a. Overview of the onsumer durable sector………………………………..!"#

b. om$an% $rofile……………………………………………………………..&"1'

c. (a%ing the foundation to become a world class com$an%……………11"12

d. om$arative anal%sis ……………………………………………… ……13"15

e. onsumer $erce$tion………………………………………………………..16

). Ob*ective of +esearch…………………………………………………………….1!"1#

a. +esearch ,ethodolog%…………………………………………………..........1&

b. -ources of data collection………………………………………………………2'

5. Anal%sis of ealers /uestionnaire on 0…………………………………….21"2! 6. Anal%sis of ealers /uestionnaire on A………………………………………2#"33

!. indings from the onsumer /uestionnaire……………………………………3)")1

#. Anal%sis of sales ata of -amsung……………………………………………..)2")6

&. indings of the +e$ort………………………………………………….............)!")#

1'. +eferences ………………………………………………………………………5'

11. ro$osed /uestionnaire………………………………………………………..51"62

12. onclusion………………………………………………………………………….63

0


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Executive Summary

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Executive Summary

“ All human actions have one of these seven causes: chance, nature,

compulsion, habit, reason, passion and desire” . As a human being the ma*or cause to take over this $ro*ect was reason. 0he reason is to accom$lish m% task4 aim4

and motive of enhancing m% knowledge and to know more about the consumer

durable industr%. onsumer durables have become inse$arable in this era of

moderniation and thus influence even the common mens life. 0his is one of the

fastest growing industries with a growth of about #7 ever% %ear. Invention and the

launch of new technolog% is the most im$ortant tool of this industr%. 0o maintain the

8ualit% of $roducts $rovided to the customers the com$anies dealing in the consumer durable $roducts has to undergo e9tensive stud% and research work. 0his $ro*ect work

is a small attem$t to understand the dealer4 retailer as well as the consumer behavior

in regards to the colour television : Air conditioners and to find out the $osition of

-amsung among its com$etitors.

0his -I $ro*ect is being conducted on onsumer durables i.e. 0 : Air conditioner

for ;-amsung India


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INTRODUCTION

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INTRODUCTION

A com$arative marketing stud% of -amsung All $rogress is born of in8uir%. oubt is often better than overconfidence4 for it leads

to in8uir% and in8uir% leads to investigation? +esearch inculcates scientific and

inductive thinking and it $romotes the develo$ment of logical habits of thinking and

organiation.

+esearch is a common $arlance refers to a search of knowledge. 0he advanced

learners ictionar% of current


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Overview of the Consumer Durable Maret

0he consumer durable market in India has seen a $roliferation of brands and $roduct

categories in recent %ears.

,ost ma*or international brands from Ba$an4 @orea4 C-4


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Com!any "ro#le

Samsun" E!ectronics Co$% Ltd$ is a -outh@orean multinational electronics com$an% head8uartered in -uwon4 -outh @orea. It isthe flagshi$ subsidiar% of the -amsung Drou$4 amounting to !'7 of the grou$Esrevenue in 2'124 and has been the worldEs largest information technolog% com$an% b%revenues since 2''&. -amsung


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$ercent for -amsung. -amsungEs mobile $hone division also struggled with $oor 8ualit% and inferior $roducts until the mid"1&&'s and e9it from the sector was afre8uent to$ic of discussion within the com$an%.

As -amsung shifted awa% from consumer markets4 the com$an% devised a $lan tos$onsor ma*or s$orting events to remain in the $ublic e%e. One such s$onsorshi$ was

for the1& Minter Ol%m$ics held in Gagano4 Ba$an. As a chaebol4 -amsung Drou$ wielded wealth that allowed the com$an% to invest anddevelo$ new technolog% rather than build $roducts at a level which would not have adetrimental im$act on -amsungEs finances.

-amsung had a number of technological breakthroughs $articularl% in the field of memor% which are common$lace in most electrical $roducts toda%. 0his includes theworldEs first 6),b +A, in 1&&24 256 ,b +A, in 1&&)4 1Db +A, in 1&&6. 2'J In2'')4 -amsung develo$ed the worldEs first #Db GAG ,emor% chi$ and amanufacturing deal was struck with A$$le in 2''5. A deal to su$$l% A$$le with memor%chi$s was sealed in 2''5 and4 as of October 2'134 -amsung remains a ke% su$$lier

of A$$le com$onents4 manufacturing the A! $rocessors that are inside the ihone5s model.

In 2''54 -amsung


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In ,a% 2'134 -amsung announced that it had finall% managed to test s$eed"enhancedfifth generation ;/&= technolog% successfull%.

Samsun$ Electronics in In%ia

-amsung


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ision 2'2'0he underl%ing $rinci$le that defines our vision for the future of -amsung


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(war%s&

1234

0he 0ablet or Kusiness ,obilit%? b% the editorial team based on the in$uts from$artners4 customers and consulting houses

A+ India "-amsung India was awarded the >hannel (eadershi$ award 2'1)for Kest 0ablet and Kest (


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innovations taken u$ to res$ond and ada$t to the ever changing business scenarioas well as e9ce$tional abilit% in business $erformance fuelling the Indian econom%.

1233

-amsung emerged as the ,ost As$irational Krand of the Rear 2'11 in the KestKrands -urve% 2'11 conducted b% inancial


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G0 Dadget of the RearQ ;decided b% the eminent *ur% $anel and also b%viewerEs choice through $ublic voting= -amsung (


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-amsung


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-amsung -tealth acuum?4 a vacuum cleaner with theworlds lowest level of noises

-amsung


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Comparative Ana!ysis

A com$arative Anal%sis of -amsung


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availabilit% of ade8uate information about $urchase alternatives ;$rice4 $roductfunctionalities= to su$$ort the decisional $rocess.

0he e9ternal conditioning a$$roach4 according to which the $urchase decision is a

res$onse to e9ternal stimuli. 0he critical variable under this a$$roach is which kind

of e9ternal stimuli can influence $urchase decision. 0he e9$erience and the social interaction " based a$$roach4 according to which

the $resent consumer decision aims at the construction of $ersonal identit%.

Another com$onent of m% stud% will be the anal%sis of the brand ;-amsung= on four s i.e.

roduct

ricing

romotion lacement.

0hese are the four factors which hel$ an organiation to understand the market andhel$ in taking future decisions relating to the launch : the strengthening of the marketfor the brand.

Beneit to company:1. is$la% -hare 0rackingQ is$la% share tracking will hel$ us to find out this

information which will be used to revealed $otential demand of each $roduct.

Mith the hel$ of dis$la% tracking we will find out the highest selling $roduct andlowest selling $roduct in the market. It will hel$ in taking decision during theline e9$ansion and line $runing.

2. onsumer $erce$tionQ 0his is done with the aim of ca$turing the true wordsand emotions of consumer4 and in turn using this information to im$rove or develo$ed $roducts or to determine $eo$le attitude toward the $roducts. It willhel$ com$an% to get feedback from consumer.

I. It will $revent the undervaluation of com$etitor and we can find the strength and

Meakness of our $roduct.II. 0his will hel$ us to sta% ahead in com$etitionIII. It will encourage value creating investment.I. It will hel$ in ma9imiing the consistenc% of value creation. ,easuring $erformance

I. It will hel$ us for market share anal%sis.

-o I can sa% this stud% is more suitable for -amsung to com$ete and survive in

local market of Asansol and urga$ur.

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Consumer !erce!tion

As it is well known $roverb of marketing that >onsumer is the king? it is mandator% for

an% researcher to know the o$inion of the consumer regarding the $roducts on which

he is going to conduct the stud%. 0his research work will include a consumer

8uestionnaire on the consumer goods which has been taken as the $art of the stud%

the 8uestionnaire mainl% aims at

• Awareness of the consumer about the brand

• Fis decisions whether de$endent or inde$endent

• urchase $attern

• Krand lo%alt% level

• urrent consumer durables in home

• Mhat is the im$ression of consumer about -amsung

0his 8uestionnaire will mainl% hel$ out in reaching at the actual consumer $erce$tion

of the consumers about the brand. 0his is done with the aim of ca$turing the true

words and emotions of consumer4 and in turn using this information to im$rove or

develo$ed $roducts or to determine $eo$le attitude toward the $roducts.

2.1 It will hel$ com$an% to get feedback from consumer.

2.2 It will $revent the undervaluation of com$etitor and we can find the strength and

Meakness of our $roducts

2.3 0his will hel$ us to sta% ahead in com$etition.

2.) It will encourage value creating investment.

2.5 It will hel$ in ma9imiing the consistenc% of value creation.

2.6. ,easuring $erformance

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2.! It will hel$ us for market share anal%sis.

-o I can inter$ret4 this stud% is more suitable for -amsung to com$ete and survive in

local market of Asansol and urga$ur.

OBJECTIVE

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O')ECTI*E

0he ma*or ob*ective of the stud% is to anal%e the $osition of -amsung with its

com$etitors and to identif% weak areas and $rovide recommendations for the sales.0he consumer durable market has grown considerabl% in last few %ears in India. Miththe growth4 the level of com$etition has grown as well. (iterall% ever% da% com$aniescome u$ with new attractive offers to grab the better share of the market. 0hechallenge is not onl% to get the new customer but also to continue with the e9istingcustomers. 0he ob*ective of doing the $ro*ect is toQ

"Identif% the ealer and onsumer $erce$tion about the -amsung $roducts withres$ect to its com$etitors in 04 (4 (


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2. om$arison of -amsung with other com$etitors.

RESEARCH METHODOLOGY

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Research Metho%olo$y

>+esearch is the s%stematic design4 collection4 anal%sis and re$orting of data andfindings relevant to a s$ecific situation or $roblem?. 0he ob*ective of this section is to

describe the research $rocedure and methods that have been ado$ted for theachievement of the $ro*ect ob*ectives.

a$ ue: 0he stud% $ro$osed to use convenience sam$ling.

d$ Samp!e Area: In order to make a com$arative anal%sis stud% the consumer $erce$tion as well as dealer : retailers $erce$tion of -amsung $roducts with res$ectto its com$etitor4 the data for the stud% has been collected through a surve% of ealers+etailers of Asansol and urga$ur.

MET-ODS O+ CO..ECTIN/ D(T( (ND T-EIR SOURCES&

Secondary Data:

0he secondar% data for the $ro*ect is collected from websites. 0he other data wascollected from the offer document and informal discussion with com$an% members.+eferences are also taken from search engines.

Primary Data:

0he $rimar% data is collected b% interviewing the concerned $ersons.

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=ea!ers ?uestionnaire% Consumer ?uestionnaire is $re$ared to collect the data

and this data will be anal%ed for stud%ing the $osition of -amsung in com$arison to

that of its com$etitors i.e. -on% .(.D.4 Faier4 ideocon.

Sources of Data

0he nature of the data that has been used in the $ro*ect under stud% is both $rimar%

and secondar% in nature.

Primary data

/uestionnaire4 $ersonal meetings4 interview method with the concerned $ersons will

be used to collect the $rimar% data.Secondary data

Offer documents4 fact sheets4 news $a$ers4 magaines $ublished from time to time

and Internet4 om$an% sources.

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ANALYSIS O THE DEALERS

!UESTIONNAIRE OR "CTV# LCD# LED$

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(N(.,SIS O+ T-E DE(.ERS 0UESTIONN(IRE +OR

1CT*2 lc% 2le%3

or this $ur$ose I conducted a surve% with the sam$le sie of 1''. 0his sam$leincludes the dealers and the retailers in the area of Asansol andurga$ur. 0he8uestionnaire was $re$ared to obtain the desired information and the method of $ersonnel interview was also ado$ted for those dealers who were notinterested in filling the 8uestionnaire and the data got is then anal%ed andfollowing are the results for the same.

0he starting of m% 8uestionnaire with the 8uestion

3 : *hich o the o!!o#in" brands o T'% you are dea!in" in+

0his 8uestion mainl% gives the idea that how man% dealers and the retailers are

dealing in single and multi$le brands ig 1.' shows that out of 1'' dealers and

retailers who were $art of surve% in Asansol and urga$ur where 3# were dealing

in the single brand onl% and the others were dealing in multi$le brands.

ig 1.'

singleKrand

multi$le Krand

=ea!ers


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1$ (o# many mode!s do you disp!ay or each brand+

,ainl% the 154 214 2&4 ( : (A-,A were considered for the brands -amsung4-on%4 (D4 Faier4 ideocon and the ma*or dealers and the retailers were interestedin kee$ing the brand most sold. 0he fig 1.2 shows that out of the total surve% the

$ro$ortion.

ig 1.1

0his 8uestion also bought u$ an idea that lower end markets have more $ro$ortionof 154 21 inch dis$la% as com$ared to that of high end market.

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5$ *hich are the t#o hi"hest se!!in" mode!s o each company in T' ) theirprices+

0he models that were sold more in com$arison to others for the same brand in the 0segment are as follows.

The hi"hest se!!in" Mode!s

Samsung 21inch z30 , Z43

LG 21inch -21FD 2RG- TX, 21FC8RG-AX

Hai! 21inch - 21F2A, 21F"D

#i$%c%n 21inch Cha&&ng!

S%n' 21inch (#H)213 )80, (#FA 21) 83

4$ To #hat e@tents% o!!o#in" brands o T' are preerred by customers+

0his 8uestion was mainl% asked to have an overview of how the customer res$onds to a $articular brand and the results are shown in the fig 1.2

ig 1.2

Average demand for the brand has been also estimated with the findings of the

same 8uestion.

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ig 1.3

/$ *hat is the price band or #hich the customer !ooks or #hi!e makin"

purchase decision+

Mith this 8uestion the ma*or ob*ective of m% surve% was accom$lished it reveals what

the consumer need in the $articular segment as shown in the table below.

Sgmn* +!an$ !ic !ang

1 inch #i$%c%n 000

21inch Samsung.LG "000

2"inch S%n'.Samsung 1000

LCD Samsung 40000

LAS)A Samsung.LG 000

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9$ *hat is the e@pected percenta"e o customers #ho are #i!!in" to pay+

Mith the surve% and then the anal%sis of the data concludes that in the high endmarkets like of -ector 224 2)4 3)4 1!4 the ratio of $remium an low end customers was6'Q )' as shown in ig1.)

ig 1.)

Mhile in the lower end markets like Gachan4 ,uchi$ara4 @ulti : handa the$ro$ortion of remium and low end customer is of the ratio 2'Q#'. As shown in the fig 1.5.

ig 1.5

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8$ *hat is the annua! estimated sa!e o T'+

After taking out the average of the low"end and $remium markets the results obtainedare that the average annual sales of the $remium end market that comprises of 43dealers and retailers was as under

Brand Name Annua! avera"e estimated sa!es

Samsun" 9361 pieces p$a

Sony /989pieces p$a

L$& 9827pieces p$a

'ideocon 1/72pieces p$a

(aier 3251pices p$a

7$ At #hich visit% customer "enera!!y ina!ie hisher decision or buyin" a T'+ 0his mainl% gives an overview of how customers make their $urchase decision whenthe% enter in to show room. 0he results of this anal%sis are shown in the fig 1.6

ig 1.6

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6$ *hen customers most!y visit sho#room or buyin" T'+ /uestion # : & mainl% hel$ in $redicting that which offer attracts the customer themost and the results obtained after the anal%sis work are shown in the fig 1.#

ig 1.#

32$ *hat is the most acceptab!e sie in T' no# days+

0he 8uestion mainl% em$hasied on bringing out the most acce$table sie of 0in each segment and thus the results obtained are shown as under.

Se"ment Sie

0 21

( 31

(A-,A )2

31


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33$ Be!o# are dierent modes o promotion$ ;!ease rank o!!o#in" modes rom 3to 8% on the basis o their in!uence on customer$

(Rank1=high, Rank 7 = low)

0he ma*or modes of $romotion that influenced the customers was audio visual mode

that com$rises of 5&7 $rint media occu$%ing 2)7 and other modes influenced them

1!7 this is shown in fig 1.&

ig 1.&

0he other two 8uestionnaires were generall% ignored b% the retailers as the% tried

to be lo%al to the brands in which the% were dealing.

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ANALYSIS O THE DEALER !UESTIONNAIRE

OR "AC$

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(N(.,SIS O+ T-E DE(.ERS 0UESTIONN(IRE +OR

1(C3

or this $ur$ose I conducted a surve% with the sam$le sie of 1''. 0his sam$le

includes the dealers and the retailers in the area of Asansol and urga$ur. 0he8uestionnaire was $re$ared to obtain the desired information and the method of

$ersonnel interview was also ado$ted for those dealers who were not

interested in filling the 8uestionnaire and the data got is then anal%ed and

following are the results for the same.

0he 8uestionnaire with the 8uestion

3$ *hich o the o!!o#in" brands o AC% you are dea!in" in+

0his 8uestion brought the fact that how man% dealers and retailers are dealing single

and multi$le brands of air conditioners this shown in the figQ 3$32

ig 1.1'

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1$ (o# many mode!s do you disp!ay or each brand+

In this 8uestion mainl% the 1.' ton4 1.5 ton and 2 ton ca$acit% of both window s$lit air conditioner categor% were considered and the models dis$la%ed at each counter on an

average are as underQ

a$acit%

-amsung

ws

(D

ws

Kluestar

ws

ideocon

ws

Faier

ws

1 0on 21 21 21 11 1'

1.5 0on 32 31 22 11 112.' 0on 11 11 1' 1' .5'

5$ *hich are the t#o hi"hest se!!in" mode!s o each company in AC ) their

prices+


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4$ To #hat e@tents% o!!o#in" brands o AC are preerred by customers+

0he ma*or brands $referred b% the customers according to the o$tions given are asfollows

ig 2.1

/$ *hat is the price band or #hich the customer !ooks or #hi!e makin"

purchase decision+0his 8uestion mainl% brought out the conclusion of which $rice brand generall% thecustomer looks for when he makes his $urchase decision this is e9$lained as under.

Se"ment ;rice Band

1.' 0on 115''

1.5 0on 1#'''

2.' 0on 2)5''

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9$ *hat is the e@pected percenta"e o customers #ho are #i!!in" to pay+

remium4 or has the (ow"end customers the anal%sis of the data reveals that the

$ro$ortion of $remium customers is around !#7 as com$ared to that of low"end

customers that com$rise of onl% 227 .

ig 2.2

8$ *hat is the annua! estimated sa!e o AC+

After taking out the average of the low"end and $remium markets the results obtained

are that the average annual sales of the $remium end market that comprises of 5

dealers and retailers was as under this anal%sis work constitute the limited sam$le

sie and thus ma% no $redict the correct figures. 0he word season means the month

of ,arch4 A$ril4 ,a%4 Bune.

Brand Name Annua! avera"e estimated sa!es

-amsung 2)''' $ieces $er season

(D 2!'''$ieces $er season

Kluestar 252''$ieces $er season.

ideocon 15'''$ieces $er season.

Faier !#''$ieces $er season.

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7$ ;!ease rank each o the o!!o#in" eatures rom 3 to / on the basis o their

importance to customers

0his 8uestion after being anal%ed brought out the conclusion that out of the total

sam$le sie $eo$le who gave their 1st $reference to brand name were around )27

and who went for eatures were 227 and $eo$le who gave their 1 st reference to

$rice were 2#7 dealers communication : esign constituted res$ectivel% for 27 :

67. 0his can easil% be understood b% the fig 2.3.

ig 2.3

6$ At #hich visit% customer "enera!!y ina!ie hisher decision or buyin" AC+

0his mainl% gives an overview of how customers make their $urchase decision when

the% enter in to show room. 0he results of this anal%sis are shown in the fig 2.)

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ig 2.)

fig 2.)

32$ *hen customers most!y visit sho#room or buyin" AC+

/uestion & : 1' mainl% hel$ in $redicting that which romotional 0echni8ues attractscustomer the most and the results obtained after the anal%sis work are shown in thefig 2.5

ig 2.5

33$ Be!o# are dierent modes o promotion$ ;!ease rank o!!o#in" modes rom 3

to 8% on the basis o their in!uence on customer$

0he ma*or modes of $romotion that influence the customer were audiovisual 6)74

rint media 2#74 0radeshows #7.

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ig 2.6

31$ *hich Brand you


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INDINGS ROM THE

CONSUMER

!UESTIONNAIRE

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+INDIN/S +ROM T-E CONSUMER

0UESTIONN(IRE

or this $ur$ose I conducted a surve% with the sam$le sie of 1''. 0his sam$le

includes Kusinessman4 Dovernment em$lo%ees4 rivate


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ig 1.2 inter$rets the result that #)7 of the consumer makes their $urchase

decisions with the hel$ of one or the other aided media. Kut at the same time

around 167 go for unaided $urchase decisions.

ig 1.2

5- *hich purchase pattern is o!!o#ed at your p!ace+0his 8uestion tells about how man% $eo$le reall% take the hel$ of there near

and dear ones while making the $urchase decision and also hel$s the

marketers to target the a$$ro$riate segment. 0he result shows that !#7 of the

consumers take the hel$ of their famil% and around 227 of the consumers go

for the individual decision while making the $urchase decision. As shown in fig

1.3

ig 1.3

4- On #hich o the o!!o#in" parameters you make your purchase decision+,


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give their 1st $reference to $rice4 67 to $roduct4 227 to 8ualit%4 2)7 to brand

name4 '7 to $ackaging4 27 to eatures the gra$hical re$resentation in fig 1.)4

1.54 1.64 1.!4 1.#4 1.&.


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ig 1.6

ig

1.!

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ig 1.#

ig 1.&

/- *hich Brands o consumer durab!es you have been usin" beore+

9- *hich consumer durab!es you posses at your home present!y+

8- =o you ee! !ike shitin" to some other brand or you are u!!y satisied #ith the

present one+

0hese three 8uestions mainl% bring out the $icture how the consumers follow

the trends in the industr% these 8uestions mainl% em$hasie on the consumer

!oya!ty !eve!$ Out of around 1'' consumers )27 continued with the same

brand4 367 shifted to some other brand and around 227 were $lanning to shift

to some other brand. fig shows the same in more a$$ro$riate manner. 0heoverall anal%sis shows that onl% )2 7 of the consumers are brand lo%al while

5#7 of the consumers have the tendenc% of shifting to some other brand.

Consumer !oya!ty !eve!

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ig 1.1'

7- ;!ease rate the o!!o#in" brands o T' on the sca!e o 3 to /+

0his 8uestion is for those consumers who are well aware of the e9isting brands

and have sufficient knowledge regarding each brand the consumers were

asked to rate the given brands on the scale of 1to 5 on the basis of their o$inion

for /ualit%4 features4 esign4 -creen resolution and efficienc%. 0he results

obtained for the 8ualit% rating for 0 for -on%4 -amsung4 (D4 Faier4 and

ideocon. Are shown in the fig 2.' where 327 of the consumers have rated 5

-on% on the contrar% -amsung emerged as the leader in this segment with

)#7 of the consumers rating it on the scale of 5.

ig 2.'

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6- ;!ease rate the o!!o#in" brand o A! on the sca!e o 3 to /+ "here # mean poor service and 5 mean excellent service

0his 8uestion also tested the knowledge of consumers who are well aware of

the e9isting brands of A and have sufficient knowledge regarding each brand

the consumers were asked to rate the given brands on the scale of 1to 5 on the

basis of their o$inion for /ualit%4 features4 esign4 ooling effect and efficienc%.

0he results obtained for the 8ualit% rating for A -egment for Kluestar4

-amsung4 (D4 Faier4 and ideocon. Are shown in the fig 2.1 where )27 of the

consumers have rated 5 (D on the contrar% -amsung emerged as the leader in

this segment with )67 of the consumers rating it ma9imum on the scale of 5.ollowed b% the other brands.

ig 2.1

32- (o# ar you are a#are about Samsun" ;roducts) #hat is its impression in your mind+

As shown in fig 2.24 in Asansol and urga$ur -amsung en*o%s an awareness of over

&57 and a $ositive o$inion of around #'7 in the area toda%.

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ig 2.2

ANALYSIS O SALES DATA

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(N(.,SIS O+ S(.ES D(T(

0he sales date collected from the sources has been used to $redict the future

-amsung India $rivate limited b% using the (east -8uares ,ethodE@p!anation o the Method

0his method is widel% used in ractice. It is a mathematical method and with its hel$trend line is fitted to the ata in such a manner that the following two conditions aresatisfied

;1= U;R"Rc=V'

I.e. the sum of actual deviations of the actual values of R and the com$uted valuesR is Hero

;2= U ;R"Rc=2 is least

I.e. the sum of the s8uares of the deviations of the actual and com$uted values isleast from this line and hence the name method of least s8uares. 0he line obtainedb% this method is known >as the line of best fit >

0he method of least s8uares ma% be used either to fit a straight line trend or a

$arabolic trend.

0he straight line trend is re$resented b% the e8uation

c aGbH

MhereQ

2 V is used to designate the trend alues to distinguish them from the actualalues of .

a is the % interce$t or the com$uted trend figure of the variable when H 2

b re$resents the slo$e of the trend line or amount of change in variable that isassociated with a change of one unit in H variable. 0he H variable in the time seriesanal%sis re$resents time.

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.east S4uares tren% Metho%

Fittin" o strai"ht !ine trend by the method o !east s>uares

Rear -ales eviation rom2'') TR T2;R= ;T= '.5

2''' 13'&)!2) ").5 "5#&2625# 2'.252''1 1663&!)& "3.5 "5#23&122 12.252''2 22#1'2&3 "2.5 "5!'25!33 6.252''3 2!23'&3& "1.5 ")'#)6)'& 2.252'') 2))1&5#& "'.5 "122'&!&5 '.252''5 3'51#256 '.5 1525&12# '.252''6 )2321#52 1.5 63)#2!!# 2.252''! 5'&1116) 2.5 12!2!!&1' 6.252''# 61#)#&)5 3.5 216)!13'# 12.252''& 63)!! ).5 2#565&2)& 2'.25

∑%V 3532!53)) ∑T V ' ∑TRV )#'&'3'5! ∑T2 V #2.5

0he e8uation of the straight line trend is

a VUR G

V 35 32!53))1'

V 3532!53).)

bV UTR UT2

V )#'&'3'5!#2.5

V5#2&12!.&6

RV 3532!53).) W 5#2&12!.&6 T

or 2''! T will be 5.5

Q 3532!53).) W 5#2&12!.&6 ;5.5=

V 3532!53).) W 32'6'2'3.!&

V 6!3#!!3#.1& N

0hus the estimated earnings for the %ear 2'1' are N6!3#!!3#.1&

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CORRE.(TION (N(.,SIS

Ana!ysis o the Brands ;opu!arity on the basis o their


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The Charles S!earman5s ran correlation +ormula&

r V1" 6Ud 2J


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V 691'

V "'.5' Answer

0his indicates that there is a ositive correlation between esign and -ales ranking

i.e. when the design of the $roduct im$roves the -ales ranking for the brands also

increases.

;rice measures

Krand Game +anks rice d d2

-amsung 2 1 1 1(D 3 2 1 1

-on% 1 1 ' '

ideocon ) 2 2 )

Faier 5 2 3 &

nV5 Ud2 V15

-ubstituting the values in the


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Krand Game +ankseatures

d d2

-amsung 2 ) "2 )

(D 3 3 ' '

-on% 1 5 ") 16

ideocon ) ) ' '

Faier 5 3 2 )

nV5 Ud2 V2)

-ubstituting the values in the


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V 692)

V "'.2' Answer

0his indicates that there is a negative correlation between after sales services and

-ales ranking i.e. when the eatures of the $roduct im$rove the rank for the brands

fall down.

0hus it can be concluded from the above observation that onl% the $rice and the

esign affect the ranks of the given brands in the $ositive manner and rest three

variables have the negative effect on the ranks of the brands which has been

considered on their sales basis.

56

1-5x24


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INDINGS

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+INDIN/S

rimar% data collected through 8uestionnaire4 ersonnel Interviews regarding the

-amsung and its com$etitors i.e. -on%4 (.D4 ideocon4 Faier4 bluestar And the

Anal%sis of the data using +esearch ,ethodolog% +eflects the following. 1. onsumer urables $la% a ma*or role in the life of each individual.

2. 0he dealers are the inse$arable $illar between the com$an% and the ultimateconsumer.

3. +etailers can sell an% thing to the consumers if rewarded with a$$ro$riateincentives.

). ealers are ha$$% kee$ing the single brand.

5. +etailer like kee$ing variet% brand so as no let the consumer leave the counter until he affect sales.

6. 0he retailers of remote areas of Asansol and urga$ur " ,uchi$ara4 Kurn$ur4handa : -teel 0ownshi$ have different $erce$tion about ifferent segmentsof 0: A..

!. +etailers like to stock the most sellable models of the com$an% rather than thedis$la% models being $romoted b% the com$an%.

#. 0he dealers in Asansol 0own4 Kenachit% and it% enter are geeting high$rofile $eo$le.

&. 0he markets of handa4 Aara4 @a*ora are the low end markets.

1'.0he $ercentage of $remium end customers in Asansol and urga$ur is around&'7 as com$ared to of 3'7 in the surrounding area of Asansol and urga$ur

like Gachan4 Aara4 ,uchi$ara4 handa etc.

11. (ow end markets of handa and ,uchi$ara have ver% less market for 1.5 : 2ton Air conditioners.

12.0he retailers at Kenachit% in urga$ur are in a better $osition to tackleconsumers as com$are to that of other remote areas.

13.ealer disclosed the fact that a$$ro9 #5 $ercent customer come with rior knowledge of $roduct $rice4 features4 discount offer4 e9change offer onl% 15$ercent are unknown customer.

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1).In 0 segment 3# $ercent dealer recommend the -amsung brand4 32 $ercentdealer recommend (D4 1# $ercent recommend ideocon and 12 $ercentrecommend the Faier.

15.A segmentQ In A segment (D got the highest recommendation 32 $ercent4-amsung got 31 $ercent4 Faier got 1! $ercent and ideocon got the 2' $ercentrecommendation.

16.0he anal%sis of the sales data reflects that the sale of -amsung is increasing%ear after %ear in com$arison to its com$etitors.

1!.0he ranking of the brands have the $ositive relation with design4 $rice andothers have the negative correlation.

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LIMITATION

.IMIT(TIONS O+ T-E STUD,

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0he ata collected from the ealer might not be ver% accurate to obtain the

desired information.

0he sam$le sie taken is small to make a universal statement.

0he final conclusion can be also affected b% some of the e9traneous variables.

0hough the stud% re$resents the $osition of -amsung in Asansol and urga$ur.

ue to small sam$le sie4 the finding ma% not be a true re$resentative and it

cannot be generalied.

Kiasness of the res$ondent.

(ack of sufficient information

(ack of the instruments to find out the reasonable outcome difficult% in

gathering the reasonable data.

Its all about the future $redictions and future is unsuitable.

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SUGGESTION

SU//ESTION

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0he om$anies should more concentrate on +: rather than

wasting their mone% in various -ales $romotional techni8ues.

,ost of the $eo$le feel that advertisement is not u$ to the mark i.e. it

does not $rovide clear $icture about the roduct Keing $romoted

and its schemes. -o $ro$er measure should be taken to make the

advertisement more informative and creative.

-amsung India


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CONCLUSION

CONC.USION

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rom the stud% we can conclude that consumer durables $la% a ma*or role in the

da% to da% life of human beings. onsumer durables are has taken $lace as a

necessit% now a da%s one finds it hard to survive without them.

0he comfort alone should not be considered as the basis of measurement of the

$erformance of onsumer urable industr%4 it should also include the Gecessit%

art. -amsung India electronics one of the leading onsumer urable $rovider

should also concentrate on the research and develo$ment in the countr% itself so

as to fulfill the demands of the local residents in the desired manner.

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REERENCES

RE+ERENCES

66


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• ,arketing ,anagementQ b% hili$ @otler.

• .+ @othari >+esearch ,ethodolog%? ,ethods and 0echni8ues.

• Fair Kush Ortinau ;2''&=. >,arketing +esearch?.

• Garesh @. ,alhotra ;2''&=4 >,arketing +esearch" An A$$lied Oriented?.

• IAI Bournal of ,arketing ,anagement4 0he IAI Cniversit% ress4 ol.4

Go.1

• IAI Bournal of ,arketing +esearch4 the IAI Cniversit% ress

• www.-amsung.com

• www.son%.co.in

• www.haier.com

• www.lgindia.com

• www.lg.com

• www.videocon.com

• www.bluestar.com

• htt$Qedweb.sdsu.edutriton-Kiarrit+ubric.html• www.winebusiness4com

• htt$Qwww.researchandmarkets.comre$orts53)

• www.marketing$ower.com

•


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0uestionnaire on T*

?3$ *hich o the o!!o#in" brands o T'% you are dea!in" in+ ,Please $ic% -

a= (D b= -amsung

c= ideocon d= -on%

f= Faier g= An% Other ;lease -$ecif%= XXXXXXXX

?1$ (o# many mode!s do you disp!ay or each brand+

15 -amsung (D Faier -on% ideocon

212&

((A-,A

?5$ *hich are the t#o hi"hest se!!in" mode!s o each company in T' ) their

prices+

-amsung "………………………………………………………… (D "…………………………………………………………

Faier… "…………………………………………………………

ideocon "…………………………………………………………

An% other "…………………………………………………………

?4$ To #hat e@tents% o!!o#in" brands o T' are preerred by customers+

;,ark the a$$ro$riate $reference level b% ticking against res$ective brand=

Brands 'ery (i"h (i"h Lo# 'ery Lo# Ni!

(D-amsung

Faier ideocon

-on%?/$ *hat is the price band or #hich the customer !ooks or #hi!e makin"

purchase decision+Se"ment Brand ;rice

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15 ………… …………

21 ………… …………

2& ………… …………

( ………... …………

lasma IIII IIII

?9$ *hat is the e@pected percenta"e o customers #ho are #i!!in" to pay+

remium ……………. (ow"end …………..

?8$ *hat is the annua! estimated sa!e o T'+

Brand Amount

o -amsung …………..o (.D …………..

o ideocon .………….

o -on% .………….

o Faier …………..

?7$ At #hich visit% customer "enera!!y ina!ie hisher decision or buyin" a T'+

a) At ist isit c= At 0hird isit

b= At -econd isit d= An% Other ;lease -$ecif%= XXXXX

?6$ =oes customer come #ith prior kno#!ed"einormation about particu!ars

brands o T'+

a= Res b= Go

0 yes% #hat types o inormationkno#!ed"e% they have+

a= About iscount Offer.

b= About


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a= uring


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?39$ *hich Brand you


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An% other"…………………………………………………………

?4$To #hat e@tents% o!!o#in" brands o AC are preerred by customers+

;,ark the a$$ro$riate $reference level b% ticking against res$ective brand=

Brands 'ery (i"h (i"h Lo# 'ery Lo# Ni!

(D-amsungFiear ideoconKlue-tar

?/$ *hat is the price band or #hich the customer !ooks or #hi!e makin"

purchase decision+

Se"ment Brand ;rice*

;riceS

1.' 0on ……………… …………

…………

1.5 0on ……………….. …………

…………

2.' 0on ……………….. ……………………

?9$ 0s customer ready to pay premium or additiona! eatures+

…………………………………………………………………………$$

?8 #hat is the e@pected percenta"e o customers #ho are #i!!in" to pay

remium ……………. (ow"end …………..

?7 #hat is the annua! estimated sa!es o AC+

Brand Amount

o -amsung …………..

o (.D …………..

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o ideocon .………….

o Klue-tar .………….

o Faier …………..

?6$ ;!ease rank each o the o!!o#in" eatures rom 3 to / on the basis o their

importance to customers$

Rank 1= the most importance feature

Rank 5=the least important feature

Feature


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?31$ *hen customers most!y visit sho#room or buyin" AC+

b= uring


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ealers GameQ XXXXXXXXXXXXXXXXXXXXXXXXXXXX

AddressQ XXXXXXXXXXXXXXXXXXXXXXXXXXXX

XXXXXXXXXXXXXXXXXXXXXXXXXXXXX

h. Go.Q" XXXXXXXXXXXXXXXXXXXXXXXXXXXX

Date:

Si&n' Stamp

0UESTIONN(IRE +OR CONSUMER

?3$ Mhich of the following deal in consumer urablesS a= -amsung b= -on% c= (.D d= Faier

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e= ideocon f= Kluestar g= Ka*a* h= Fero Fonda

?1. Fow do %ou make %our urchase decisions are the%.

a= Aided ; with the hel$= b= unaided ; without hel$=

?5$ Mhich $urchase $attern is followed at %our $laceS

a= Individual b= amil%

?4$ On which of the following $arameters %ou make %our $urchase decisionS;+ank them according to %our $reference=

a= rice b= $roduct c= /ualit% d= Krand name e= ackaging f= eatures

?/.Mhich Krands of consumer durables %ou have been using beforeS……………………………………………………………………………………………………………………………………………………………………………………

?9. Mhich consumer durables %ou $osses at %our home $resentl%S……………………………………………………………………………………………………………………………………………………………………………………

?8. o %ou feel like shifting to some other brand or %ou are full% satisfied with the$resent oneS

……………………………………………………………………………………………………………………………………………………………………………………

?7. lease rate the following brands of 0 on the scale of 1 to 5SWhere 1 means poor service and 5 means ecellent service

-on% -amsung Faier ideocon (D

/ualit%

eatures

esign

-creen resolution


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Kluestar -amsung

Faier

ideocon

(D

/ualit%

eatures

esign

ooling effect

samsung electronics abhirup

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