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CHAPTERI

INTERDUCTION NEED FOR THE STUDY OBJECTIVE OF THE STUDY SCOPE OF THE STUDY METHEODOLOGY LIMITATION OF THE STUDY

INTRODUCTION
CONCEPT OF CONSUMER PERCEPTION
To keep in pace with technology advancements , marketers are bombarding the market with hi-tech product and service offering like, on-line computer services, consumer durables to make life more smooth and so on the product or service offering provide a set of benefits which promise to elevate the consumers life style, making it more convenient, smooth and enhancing their quality of life. That is, today firms are engaged in manufacturing products, which offer customer benefits both functional as well as psychological. Consumers decision making process will be based on the individual perceives the product or service. An understanding of the perceptual process will enable The marketer to help the consumer in his purchase decision by making an integrated use of the augmented marketing mixes. They will have to go beyond the 4ps of marketing mix elements by adding values and change the perception of value-for-money proposition. Going for branding, by including services and corporate values marketers can help to reduce the consumers concept of perceived risk associated with the product or brand. A Motivated person is ready to act . How a motivated person actually acts is influenced by his on her perception of the situation . perception is the process by which an individual selects organizes ,and interprets information to create a meaningful pictures of the world perception depends not only on the physicsl stimulis relations ti the surrounding and field and on condition with in the individuals .

INTRODUCTION OF COMPANY
Established in 1997, LG Electronics India Pvt. Ltd., is a wholly owned subsidiary of LG Electronics, South Korea. In India for a decade now, LG is the market leader in consumer durables and recognized as a leading technology innovator in the information technology and mobile communications business . LG is the acknowledged trendsetter for the consumer durable industry in India with the fastest ever nationwide reach, latest global technology and product innovation. One of the most formidable brands, LGEIL has an impressive portfolio of Consumer Electronics, Home Appliances, GSM mobile phones and IT products. LG Electronics India Pvt. Ltd., a wholly owned subsidiary of LG Electronics, South Korea was established in January, 1997 after clearance from the Foreign Investment Promotion Board (FIPB). The trend of beating industry norms started with the fastest ever-nationwide launch by LG in a period of 4 and 1/2 months with the commencement of operations May 1997. LG set up a state-of-the art manufacturing facility at Greater Noida, near Delhi, in 1998, with an investment of Rs 500 Crores. This facility manufactured Colour Televisions, Washing Machines, Air-Conditioners and Microwave Ovens. During the year 2001, LG also commenced the home production for its eco-friendly Refrigerators and established its assembly line for its PC Monitors at its Greater Noida manufacturing unit.The beginning of 2003 saw the roll out of the first locally manufactured Direct Cool Refrigerator from the plant at Greater Noida. In 2004, LGEIL also up its second Greenfield manufacturing unit in Pune, Maharashtra that commences operations in October 2004. Covering over 50 acres, the facility manufactures LCD TV, GSM Phones, Colour Televisions, Air Conditioners, Refrigerators,Microwave,Ovens,Colour Monitors 3

. Both the Indian manufacturing units has been designed with the latest technologies at par with international standards at South Korea and are one of the most Eco-friendly units amongst all LG manufacturing plants in the world.

LG has been able to craft out in ten years, a premium brand positioning in the Indian market and is today the most preferred brand in the segment. TELEVISONS: A television is the product produced by the different companies. It is used to entertain us. And we can know more information. News and much more information by the news channels. There are so many models available in the LG Company. PLASMA TELEVISION LCD TELEVISION MARQUIS PLUS SOUND MASTER GOLDEN EYE The companies, which products televisions, they are LG BPL ONIDA SAMSUNG THOSHIBA OTHERS This project is done in regarding to the LG Colour television.

NEED AND IMPORTANCE OF THE STUDY:


Consumers and their perception play a vital role in determining marketing strategies to be adopted by TV manufacturers. All segments in consumer electronic industry are facing challenging on account of either oversupply or price wars or a shift in consumers preference. Consumer perception is simply a subset of large field of human behavior. Knowing customer is never simple because they state their needs, wants but act otherwise. Marketers must study their target consumers in view an attempt will be made by enquiring the issues relating to the market share of LG color TV in Karimnagar district in Andhra Pradesh of consumers perception.

PROBLEM FORMULATION
Market share of a product like color TV and consumer perception are interrelated. Consumers as customers influence the sales of different brands. Hence, carefully interpreted individual attitudinal surveys, backed up by in-depth individual interviews, probably provide the best index of market share of in relation with consumer perception in the above mentioned direction.

OBJECTIVES OF THE STUDY


The study is undertaken to analyze the customer perception of the LGEIL with respect to Television. To know the consumer behavior of LG Colour Television. To know the most influencing factors in decision making to purchase a CTVs To ascertain the consumer level of satisfaction with the product of LGEIL To know the problems faced by the consumer from the LG Colour Television. To know the consumer satisfaction with the sound system of LG Colour Televisions To study the awareness about LG colour tv To find the effects of brand name, advertisements on the consumer while buying the product. To study; the image of LG colour TV To find the percentage of people using LG colour TV

SCOPE OF THE STUDY


The term consumer perception in its broader sense covers various aspects like how an individual selects, organizes and interprets information inputs. For the purpose of the study, consumers will be deemed to be persons who are having LG colour TV in the selected areas

METHODOLOGY
Proper study is undertaken with the help of the primary data and secondary data collected from people who having a colour Television and related companies dealers and sales offices.

PRIMARY DATA:
Primary data is an evolution data, which do not exist prior to initiating an evolution study. The scheduled questionnaire was administered to a sample of 60 people who are having colour Televisions and their responses have been collected personally for analyzing the consumer perception of LGEIL Color Televisions cities and villages

SECONDARY DATA:
Secondary data is the data maintained by and organized for use in its normal course or operation and which can be used for evaluate purposes. The data such as address of consumers who has purchased the colour Television and other data from dealers of the brands. For analyzing the classification and tabulation were used. And graphs were also used.

LIMITATOINS OF THE STUDY


The sample survey was not universal due to time and cost constraints. As the duration of the study was only 45 days it was not possible to cover a large sample size. Only in Karimnagar district selected for the survey. This sample may not be considered as the true study of the whole market. Considering me as a representative of LG consumers did not disclose the negative of LG consumers did not disclose the negative aspects of the product.

CHAPTER II
INDUSTRY PROFILE COMPANY PROFILE PRODUCT PROFILE

INDUSTRY PROFILE
Consumer Electronics Industry
Constitutes of units involved in designing, manufacturing, marketing, and distribution of household appliances, audio, video and gaming products. Some of the consumer electronics products are T V ,LCD, stereos, speakers, video recorders, CD players, radios, cameras, wireless devices, kitchen appliances This industry is experiencing an astounding and phenomenal growth over the past few years. The size of the global consumer electronics industry was $ 135.4 billion in 2006, which is forecasted to reach $158.4 billion in the year 2008 The consumer electronics industry is a global business. In recent years, the consumer electronics industry is in the midst of a new wave of change, witnessing a phenomenal growth. It is ushering in a dawn of convergence, of technologies, products and markets. Consumer electronics appliances such as digital televisions, portable media players and educational toys are in a state of constant flux. The convergence of digital-based audio, video and information technology is a major reason. These changes began nearly two decades ago and have resulted in an avalanche of state of the art electronic devices in the market. The demand for a multitude of portable, in-home or in-car consumer electronic items with multiple functions has increased tremendously. Digitalization, miniaturization and mobility are the key elements for modern consumer electronic products. Digitalization transformed the consumer electronics sector, delivering new and exciting entertainment products that have changed the way we live. It paved the way for digital devices such as camcorders, DVD player/recorder, still camera, computer monitor and LCD TV. The computer industry has also benefited, making its 10

way into the family living room. Miniaturization also accelerates the growth of the consumer electronics industry. Fundamentally, the changes in the consumer electronics industry are not being driven by product evolution, but by fluctuations in the industry's business models. Companies that are capable of change and those that develop branding will be most successful. Consumer electronics companies producing computers, televisions, DVD players and other household electronics face the same challenges as other consumer goods companies. The lifecycle of consumer electronics products is shrinking along with severe price deflation, a factor that makes demand, pricing and promotions management even more challenging. Innovation, differentiation and flexibility are critical to a company?s survival in the consumer electronics market. The rapidly falling prices and improved functionality provided by convergence are influential forces behind the growing consumer demand for electronic items.

CONSUMER ELECTRONICS IN INDIA


The consumer electronics market is one of the largest segments in the electronics industry in India. With a market size of Rs.15,897.13 crore ($3.89 billion) in 2006, catering to a population of more than 100 crore people, the consumer electronics industry in India is poised for strong growth in the years to come. iSuppli Corp. predicts the Indian audio/video consumer electronics industry will grow to Rs.26,931.13 crore ($6.59 billion) by 2011, rising at a Compound Annual Growth Rate (CAGR) of 10.0 per cent from Rs.18,390 crore ($4.5 billion) in 2007. The growth will be aided by a multitude of factors, including: Growing consumer confidence due to rising disposable incomes; Easy financing schemes that are making purchases possible; Increased local manufacturing; 11

Expanding distribution networks; Sporting events, such as the Cricket World Cup. The figure attached presents iSuppli's estimates and projections for the size of the Indian audio/video consumer electronics industry for the period of 2004 to 2011. Video remains the key driver Television continues to be the mainstay of the consumer electronics industry in India with the transition slowly occurring to newer technologies such as LCD and PDP. Most players in the consumer-electronics industry have introduced products in the FPD segment, and for few companies, especially the Korean chaebols, FPD remains a focus area. But the Indian market continues to exhibit contradictions that may be unique to this market. On one hand, campaign promises have prompted the free distribution of 75 lakh 14-inch CRT television sets worth Rs.3,065 ($75) each to families below the poverty line in one electoral state over the period of three years. On the other hand, FPD sets are available for Rs.1.23 lakh ($3,000) in India. Although, black and white TVs are obsolete elsewhere in the world, they still sell in large numbers in India. Increased customization to suit domestic demand Companies are focusing on customising products to suit Indian tastes, thereby creating a niche for themselves. Several companies are conducting market research in order to understand the psyche of an Indian consumer. The inputs from this research are determining product attributes and pricing and accordingly are achieving better acceptance among consumers. By conducting consumer research, companies are trying to identify customer requirements, thereby incorporating specific design elements into their products. For example, LG in 2006 launched a range of TVs from 21 inches to 29 inches in size that were designed based on the company's research on consumer preferences for television sets. 12

Expanded distribution is critical In order to tap semi-urban and rural demand, companies are expanding their distribution networks in these areas. The move has positively impacted sales for companies opting for rural expansion. However, rural consumers have not been as brand-conscious as their urban counterparts. Due to the lower prices of unbranded products, rural consumers have been inclined to buy these products, although they often have poor quality. As the awareness among rural consumers rises, they are expected to show a preference for branded products. This is reflected by the fact that established players are reporting higher sales of products in rural areas. Domestic manufacturing to expand iSuppli expects domestic manufacturing to be a key characteristic of this growth in the years to come. Although electronics production has remained a miniscule portion of overall Indian manufacturing for a long time, the trend is gradually changing. The government has been focusing increasingly on developing the manufacturing sector by developing infrastructure, rationalising duties and creating export-promotion zones. This is in alignment with India figuring into the plans of several companies that want to cater to the domestic and export markets. Domestic consumption is reaching significant size to trigger manufacturing in the electronics sector. India also is assuming a significant place in the global plans of several major electronics manufacturers, thereby positioning it also as an export base. Furthermore, fabless companies are suitable to cater to such development because they can assist in moving the industry up the value chain by creating design-service opportunities for the Indian market. EMS and ODM companies in India have been associated with several design companies, although such relationships represent an extension of their global relationships. However, some local partnerships also are appearing, such as Flextronics' deal with inSilica for the development of SoC devices. 13

Currently, such instances are few and far between. As the local market gains size, these associations will become more common. Significant challenges remain iSuppli believes that there are still challenges facing the India consumer electronics industry as the sector tries to realise its full potential. These include declining margins for many players; inverted duty structure; expansion of distribution reach; creating.

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COMPANY PROFILE
LGEIL NO1 CONSUMER ELECTRONICS IN INDIA
Armed with fully localized marketing activities and had been operated for only 12 years. LG surpassed all local. Well known Foreign brands as SONY and succeed in securing leading positioning the market holding to the top market 5 share in four products such as Refrigerators (37%), large volume washing machines (35%), hone air Conditioners (35%), golden eye model color televisions (45%) and Has recorded us $ 228 million in local sales. An ordinary profit of US $ 13 million. LGEIL has also announced an accelerated thrust on IT line of Products for the year, including monitors in India and note bookcase, LCD TV monitors and finger print monitors etc. sales Contribution from IT line is expected to get doubled from current 10%To 20%.

VISION
LG Electronics continues to pursue its 21 st century vision of becoming a worldwide leader in digitalensuring customer satisfaction through innovative products and superior service while aiming to rank among the worlds top three electronics, information, and telecommunications firms by 2010. On our way, LG hold tight to a philosophy of "Great Company, Great People," underscoring our belief that only great people can create a great company. LG strives for greatness in what LG have identified as our three core capabilities: Product Leadership, Market Leadership, and People Leadershipeach strength a key part of realizing our growth strategies for "fast innovation" 15 and "fast growth".

LG Electronics is pursuing the vision of becoming a true global digital leader, attracting customers worldwide through its innovative products and design. The companys goal is to rank among the top 3 consumer electronics and telecommunications companies in the world by 2010. To achieve this, we have embraced the idea of Great Company, Great People, recognizing that only great people can create a great company. Core Capabilities Product leadership refers to the ability to develop creative, top-quality products, using specialized new technologies. Market leadership refers to the ability to achieve top ranking, worldwide, thanks to a formidable market presence in countries across the globe. People leadership refers to the market dominance achieved by selecting and nurturing talented team players able to internalize and execute innovation across the board. Growth Strategies Fast innovation calls for securing a competitive edge over the competition by setting and meeting the highest of goals in all realms of innovation, by at least 30%. This applies to new-product development and unveiling, innovation in design and technologyas well as product sales, market share, and corporate value.

Fast growth is the result of implementing strategies designed to swiftly expand market size and earnings, with and eye toward monetary growth.

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Corporate Culture Though a company can boast stellar management strategies and an outstanding and talented pool of employees, it is still necessary to adopt a corporate culture that can fully unleash the power of these capabilities. No to Nos At LG, we try to meet every road block with an alternate routebrainstorming and working harder before saying no.

We not I
LGs embraces a code of strong teamworkencouraging pride in achievement as goals are met by many working together as one. Fun Workplace LGs workplace is one where the individuals creativity and freedom are respected, and work is made fun

Facts ;

Established In : Jan 1997 Managing Director : Mr. Moon B. Shin Corporate Office :Plot no51, Udyog Vihar, Surajpur Kasna Road, Greater Noida (UP) Corporate Website : http://www.lgindia.com Number of Employees: 3000+

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Business Areas & Main Products


Home Entertainment Plasma Display Panels, LCD TV , Colour TVs, Audios, Home Theater System, DVD Recorder/Player Home Appliances Refrigerators, Washing Machines, Microwaves, Vacuum Cleaners AC Split AC, Windows AC, Commercial ACs Business Solutions LCD monitors, CRT monitors, Network Monitors, Graphic Monitor, Optical Storage Devices, LED Projectors, NAS( Network attached Storage) and Digital signage GSM Color Screen GSM Handsets, Camera Phones, Touch Screen Phones, 3G Phones

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IT INITIATIVES FOR 2009:


LG electronics has achieve its targeted turnover of Rs 2 billion from its IT range of products in 2000 and Rs 5 billion in 2009. Compared to an industry LGAR of 45%, LG has a growth of 100% over last year. It may increase its market share in the PC monitor segment from 24% in 2000 to 31% in 2009.

% CONTRIBUTION BY PRODUCT CATEGORY TO TOTAL TURNOVER: PRODUCT CATEGORY Consumer electronics Home appliances IT port folio 200 3 40% 40% 20% 200 4 38% 37% 25% 200 5 37% 33% 30% 200 6 39% 41% 20% 200 7 40% 39% 21% 200 8 42% 42% 16%

2009 39% 44% 17%

GLOBALISATION:
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70% of its total revenues are from overseas. sites all over the world.

54 subsidiaries carry out

manufacturing. Sales and marketing, R&D, customers servicing in key geographical

CREATING VALUE FOR THE CUSTOMERS


Our purpose is to create value for the customers in everything we do. In doing so, LGEIL will naturally innovate and develop the products and services to meet our goals of providing the outmost value for the customers.

CREATING VALUE FOR THE PEOPLE


LGEIL extends a warm hand to contribute to the world community to touch the hearts of the customers, friends, shareholders employess, partner and subsidiaries at home and abroad. We create value and help people realize their dreams of a better life.

GROWTH OF THE COMPANY


LG Electronics, India could graph the highest growth rate in terms of sales compared with its other markets in the last five months, beating global trends of slackened consumer spending due to recessionary fears. LG Electronics India Ltd (LGEIL) clocked a growth rate of 18 per cent in the last five months compared with the corresponding period of 2008, mostly driven by increase in sale of products in the refrigeration and AC segments,. LG is now aiming at a 25 per cent growth in our turnover for 2009 to touch about Rs 13,000 crore. Last year (2008), we had achieved a turnover of Rs 10,730 crore, he told presspersons on the sidelines of the launch of a new LG Shoppe here recently. The company is poised to roll out new models in LCD and GSM handset categories in the next three to six months in the domestic market.

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Ramping up R&D As part of its efforts to make the LG products more India-specific, LGEIL is in the process of ramping up its R&D activities. Our R&D spends in India at present is about Rs 200 crore. We are scaling up these spends to Rs 400 crore in the next three years. The primary focus of our R&D here is to design products to suit consumer needs in India, for which we are carrying out comprehensive surveys, Export thrust As India gets more globally competitive in terms of manufacturing electronic products, LGEIL is scaling up its exports of products manufactured in the country. LGEILs export turnover at present was $350 million. We are targeting a 10 per cent growth in our exports initially. For this, we may have to set up an additional greenfield capacity three years down the line. As of now, our existing facilities can meet the demand,. Without being specific, the greenfield facility could be located somewhere in the South, either in Tamil Nadu or Andhra Pradesh. that manufacturing operations in India could be stepped up as the domestic component manufacturing. industry gets more competitive

SALES OF THE COMPANY


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LG Electronics had posted a record sales revenue of Rs 2,535 crore for SeptemberOctober, an increase of 50 per cent compared with sales revenue for the corresponding period a year-ago. This festival season LG Electronics recorded a 49 per cent growth in its home appliance business, 68 per cent in refrigerators, 60 per cent growth in washing machines and over 41 per cent in microwave ovens. The season also saw phenomenal sales, especially in the display category, which includes conventional CRT TV and flat panel displays (PDPs, LCDs and flat screen TVs). LGs contribution in consumer electronics category this festive season alone has seen a growth of 39 per cent over the corresponding period last year. The festive season has seen LG Electronics continue to generate significant growth with a portfolio of products spread across the widest variety of price points in the companys history. We have introduced high-end products that not only provide the right technology but also suit the new age lifestyles of Indian consumer, this also confirms consumers shifting preferences towards exercising affirmative choice to buy high quality reliable products rather than bargain hunting.

MARKET SHARE OF THE COMPANY


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COLOUR TV:
Consumer durables major LG Electronics India (LGEIL) it is eying 35 per cent market share in the estimated 14.5 lakh units Indian flat panel display market this year with the launch of its new range of 'Scarlet series' of LCD televisions in the country "With the launch of the SCARLET 2.0 series, LGEIL plans to capture around 35 pc of the estimated 14.5 lakh units FPD market by year end. Currently,we are having around 26 per cent share in the market,". The company said the new Scarlet series is built using the In-Plane Switching Panel Technology (IPS), which offers higher resolution and low power consumption. "Post the overwhelming response we received from Scarlet I which contributed a remarkable 20 per cent of total FPD Sales, LGEIL decided to revive the unique experience with an even more advanced product in terms of style & design," Scarlet 2.0 series from LG is available in TruMotion 100Hz full high definition format in 47 inches, 42 inches and 32 inches screen size at a price ranging from Rs 49,99099,990, the company added.When first launched in India, did not get enthusiastic response. Because its not Indian industry. Basically Korean industry in Korea But after one year sales is increased and also best competitor to the market. In this LG co products to introducer mainly electronic goods. In that special brand is CTV. In this company CTV is very good features and also very good clarity, sound and so on.

LG CO. market share compare to others IN 2009 COMPANY


LG BPL ONIDA SAMSUNG AKAI OTHERS

MARKET SHARE
26% 17.9% 16.2% 16.2% 9.1% 14.5%

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REFRIGFERATOR:
As per ASCON (Association council of confederation of Indian industry), the refrigerator production showed a 55 YOY while the exports during the said period grew by 10% YOY. The market share of LG refrigerators in comparing with other companies is 7% (FY2009).

WASHING MACHINES:
As per ASCON (Association council of confederation of Indian industry), the washing machine production for FY08 increased buy 2.5 while sales rose by 2%. The washing machine market consists of two broad segments-semis automatic and fully automatic. The market share of LG washing machines in comparing with other companies is 10 %( 2009).

MICROWOVENS:
The microwave oven market is in nascent stage of development in the country. However with consumers in the past few months. And in consonance with the demand supply theory. Prices have come down demand however, is likely to remain confined to the urban segment of the population with the phenomenon of nuclear families becoming a reality and with women moving out of their households in order to augment their family income, a microwave comes in handy to share the burden of household chores. In terms of volumes, the market has grown to 11000 units in 2009 and is expected grow to 150000 units in the current year. Sales have shown robust growth in the past two years with and estimated 29 percent spurt in sales recorded in 2009. The microwave market is likely to grow to 150000 units in the year 2010, out of total sales only 70 percent are slated or domestic consumption.

ORGANAZATION STRUCTURE
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MANGING DIRECTOR

GENERAL MANAGER

MANAGER (SALES & MARKETING)

MANAGER (SERVICE & ADMINISTRATION)

HR & Internal (SPARES) LG electronics Managing director-Mr. Moon B. Shin Rajiv karwal-vice president (sales and marketing)

Mr. Ajay kapil has spent 7 years with gold star in several companies in marketing and sales division. He was also a prominent member of the LG-birla joint venture .The LG electronics man of the year 1999, Ajay kapila. 36, has been with LGEIL since its inception in 1997. He was an integral part in the development of the strategy framework for LG electronics in India even before the company received its FIPB approval. He began with lags the deputy general manager-sales and with in a very short time. He moved on from being a sales manager to the vice president. Mr. kapila bring with him 14 years of rich experience of which he has spent 10 years with the consumer electronics and home appliances industry. Mr. Yasho.v.verma- (-HR) 25

Ganesh mahalingam- GM (Sales and marketing) In his role at LG electronics India, mahalingam oversees all aspects of LGs marketing and efforts in India. He is responsible for the planning and development of the marketing and promotion strategy for LGEIL across all product categories. He brings with him extensive knowledge on communication management, product management and direct marketing from his rich and varied experience of 19 years across consumer durable FMCG, IT and the service industries. Mr. Pradeep Tognatta-VP (sales and marketing) Arindam Bose, Head-IT.

LG health waves scholarship


It has planned to gold LG health waves scholarship in collaboration with Delhi pusa institute of hotel management. it will award a scholarship or Rs. 25000/- to deserving students. The company has introduced multi lingual cookery programs in VCDS that will be available Hindi, MARATHI, BENGALI, GUJRATI, TAMIL, KANNADA, MALAYALA, and AND TELUGU.

BRAND IDENTY
The LG brand comprises four basic elements: values, Innovation, PEOPLE, and PASSION. Positioning Statement LG strives to enhance the customers life (and lifestyle) with intelligent features, intuitive functionality, and exceptional performance. Choosing LG is a form of selfexpression and self-satisfaction. Our customer will take pride in owning the amazing and take comfort in knowing he/she made a smart, informed decision.

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Brand Platform
The LG brand is comprised of four basic elements: values, promise, benefits, and personality. Click each element for further details.

The Face of the Future: The meaning and inspiration behind LGs logo design.
The letters L and G in a circle symbolize the world, future, youth, humanity, and technology. Our philosophy is based on Humanity. Also, it represents LGs efforts to keep close relationships with our customers around the world.

The symbol consists of two elements: the LG logo in LG Grey and the stylized image of a human face in the unique LG Red color. Red, the main color, represents our friendliness, and also gives a strong impression of LGs commitment to deliver the best. Therefore, the shape or the color of this symbol must never be changed.
/common/flash/content/Brand_Identity.swf

Face
The stylized image of a smiling face is meant to convey company friendliness and approachability. That the portrait is one-eyed conveys LGs profile as goaloriented, focused, and confident.

Circle
The circle represents the globe, symbolizing the world and all of humanity, as well as youth and the future

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Shape
The upper-right corner of the LG logo, intentionally left blank, makes the design distinctly asymmetrica nod to LGs creativity and adaptability to change.

Colors
LG Red, the main color, symbolizes friendliness, and is also meant to convey LGs commitment to delivering the best. LG Gray represents technology and reliability

Awards
As LG is declared one of the most awarded brand by all. Be it the critic, the market or by you. At LG we believe each one of these awards truly belongs to you as they are reflection of your trust & satisfaction, not to mention our stringent quality control & process like 6 sigma to give you the best of the products that meets global standards. For us what matters most is you & we thank you for making us the No.1 brand
Award Name Most Admired Company in India Most Admired MNC No. 1Awareness Award. Most Admired Product Microwave Award for IT Innovation EFY's Electronics Organisation of the Year Award for Television Top Company : Fixed Phones Most Preferred Brand - CTV, WM, Computer & AC First Consumer Awards - CTV, Ref, WM, AC, MWO, PC Business World Customer Loyalty Survey : Air-conditioner & Refrigerator Most Preferred Brand -CTVs, ACs, Ref.and Washing Machines Brand for Excellence 2008 Reader's Digest Trusted Brand : Platinum Awards -AC. Gold Awards LCD TV /Plasma TV,Ref, PC Awarded By A&M Magazine A&M Magazine Business Today EFY Business Today Electronics for You V&D CNBC Awaaz Consumer Awards Times Group Business World & IMRB CNBC VAR India Reader's Digest Year 1998 1999 2003 2004 2004 2005 2005 2006 2006 2007 2007 2008 2008

MARKETING STRATEGIES
To achieve the desired target, the companies have formulated various marketing strategies to meet their specific targets. Each player may have a unique set of strengths and weaknesses. The company will have to check different marketing strategies based 28

on a systemic study of the underlying opportunities in the light of exiting strengths and barriers. While some have concentrated on the price cutting brand building, some have looked at improving distribution, Quality, perception, product competitiveness etc., LG electronics rightly understood the consumer motivation 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 LGs strategy is to make their dealers its partners. The company believes that its future lies in e-commerce the objective is to have at least one million hits on their website in 2000 and develop 4000 internet dealers in FY2009in additions to the exiting 3000 dealers nationwide. LG is the first company to offer consumers electronics on its Webster; LG offers attractive online financing options. The companys AD spent has increased from Rs. 240mn (FY1997) to Rs.700mn year (FY2009) and this year Rs. 800mn (FY2010). The companies to extend their reach.

RURAL MARKETING STRATEGIES


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

BUSINESS STRATEGY: MARKETING:


Marketing strategies are largely shaped by number of factors that include:

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Penetration levels of products Position of market share of company Competitors strategies Changes in the consumer buying behavior Changes in consum4er perceived needs Changes in technology A company used and highly successful marketing strategy is to make available to consumers such products and services features that mark them as different from the rest. LG strategy includes developing non-traditional channels of selling even while it continues to strength then it retail sales net work.

LGs: Sport Marketing and Advertising


LG spiced out three new contests to create world cup excitement. In an initive aimed at enhancing the consumer involvement with the brand LG during the world cup 2003 LG electronics India pvt. In April. LG was the official supplier of consumer electronics and home appliances, CD-ROMs handheld PCs and monitors for the world cup 2003, and ICC championship trophy is also sponsored by LG. it also sponsored the ICC world 2003 in south Africa. And also 2004 India and Pakistan cricket matches also sponsored by in this company. LG Electronics is proud to be associated with ICC and appreciates the global reach, the game of cricket upholds. To further strengthen and enhance its commitment towards cricket globally, LG will continue the partnership with ICC for the 2015. Both LG Electronics and the ICC share the values of being at pinnacle - ICC is a paradigm for the top-most level of inter-country cricket, and similarly LG is an epitome of the preeminent quality and innovation.

Customers services:
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LG electronics has decided to give a strong push to strengthing it service network. It intends to increase the number of service points from 65 to 100. a string of consumer promos like free service weeks. Annual maintenance plan, loyality programs, special offers to previous buyers and honeymoon packages for newly wedded couples are in the pipeline.

PRICING:
With prices touching an all time low in FY 2010 and with new capacities coming up the trend is expected to continue penetration pricing has been adopted by LG.The strategy is to keep entry-level prices in order to actove demand.

DISTRIBUTION:
The trend of beating industry norms started with the fastest ever-nationwide launch by LG in a period of 4 and 1/2 months with the commencement of operations in May 1997. LG set up a state-of-the art manufacturing facility at Greater Noida, near Delhi, in 1998, with an investment of Rs 500 Crores. This facility manufactured Colour Televisions, Washing Machines, Air-Conditioners and Microwave Ovens. During the year 2009, LG also commenced the home production for its eco-friendly Refrigerators and established its assembly line for its PC Monitors at its Greater Noida manufacturing unit. The beginning of 2003 saw the roll out of the first locally manufactured Direct Cool Refrigerator from the plant at Greater Noida.

HISTORY OF LG
LG Electronics India Pvt. Ltd., a wholly owned subsidiary of LG Electronics, South Korea was established in January 1997 after clearance from the Foreign Investment promotion Board 9FIPB). The tried of beating industry norms start4ed with 31

the fastest ever-nationwide launch buy LG in a period of 4 and by months with the commencement of operations in may 1997. LG set up a state-of-the art manufacturing facility at Greater Noida, near Delhi, in 1998, with an investment of Rs 500 Cores. This facility manufactured colour Televisions, Washing Machines. Air-conditioners and Microwave ovens. During the year 2001, LG also commenced the Home production for its eco-friendly Refrigerators and established its assembly line for its PC Monitors at its Greater Noida manufacturing unit. The beginning of 2003 will see roll out of the first locally manufactured Direct Cool Refrigerator from the plant at Greater Noida. The greater Noida manufacturing unit line has been designed with the latest technology at par with international standards at Korea and is one of the most Ecofriendly units amongst all LG manufacturing plants in the world. LG has been able to craft out in five years, a premium brand positioning in the Indian market and is today the most preferred brand in the segment Various studies have shown that the consumer is well informed on the health awareness front. LG was one if the first companies who recognized the emerging change in consumer needs to differentiate their products on the basis of technology which appealed to the consumer on the basis of health benefits. Its vision was to become a Health partner for its consumer worldwide and therefore formulated its corporate philosophy to make people lives better, conveniented and healthier. The CTV range offered by LG has Golden eye technology; which senses the light levels in the room and adjusts the picture to make it more comfortable for the eyes. The entire range of LG air-conditioners have Health Air System, which preserve the nutrition in food and washing machines have Fabric are System, which takes the health factor down to ones clothes. All the products offered by the company have unique technologies, developed by its R&D d4epartments that give customers a healthier environment to live-in.

32

The year 2001 witnessed LG becoming the fastest growing company in the consumer electronics, home appliances and computer peripherals industry. The company had till the month of October 2001 achieved a cumulativ4e turnover of Rs 5000 Crores in India since its inception in 1997, making it the fastest ever Rs 5000 Crores clocked by any company in the Indian consumer electronics and appliances industry. Having achieved this milestone, LG achieved another benchmark with the first ever sales of One Lakh ACs (Windows and splits in a calendar year. LG is poised to surpass its turnover target of Rs 2700 Crores this year and clock a turnover of Rs 3000 Crores. This year, LG has emerged as the leader in Colour Televisions having set the sales target of one million units of color Television for 2002; LG has already achieved the one million mark in the month ahead of its target. LG Electronics India is the fastest growing company in the consumer electronics, home appliances and computer peripherals industry today. LG Electronics is continually providing superior technology products & value for money to over 50 lakh households in India.

PRODUCT PROFILE
33

LG EIL PRODUCTS
Colour television constitutes the core of the LGEIL product portfolio in India/ The company drops to gain more than 25.9% market share in India in colour television.

AUDIO/VIDEO
The LG India product portfolio comprices of audio and video white good products. The video range comprices of colour televisions audio systems and video cd. LG has different range of verities in colour televisions. The vision plus series represent the break through in technology achieved by LG on hometheatre on the individual room for CTVS. And also provided by this company 14, 21, 24, 29 colour televisions are produced. And best competitor in the market place. And also 21 colour television give a 22 viewing experience while a 29 colour television give a 30 viewing experience.

34

14 INCHES COLOUR TELEVISONS:

MODEL NO CA-14D76VE RA-14CC56V CA-14CC56V RA-14CA36M

DESCRIPTION CTV CINEPLUS JOY MAX JOY MAX DLX CINE MAX

PRICE (In Rs) 6990 5350 5100 5875

20 INCHES COLOUR TELEVISIONS:


35

MODEL NO

DESCRIPTION

PRICE (INR) 7100 7390 8450 8950

CA-20S16V CA-20D36VE CA-20CC56V

GOLDEN EYE S GE- MAGIC GE-CINEMA

36

29 INCHES COLOUR TELEVISION:

MODEL NO

DESCRIPTOIN

PRICE (INR)

CA-21S16VE CA-21D36VE RA-CB 36V CA-21D76M

GE-SUPREME CONVENTIONAL CINEPLUS JOY MAX PLUS

7500 7600 7200 7000

37

PLASMA MODEL TELEVISIONS;

MODEL NO. 71PY10 RT-60PY10 50-PX4R

DESCRIPTIO LARGEST HD READY X-STUDIO

PRICE (INR) 329990 525000 300000

38

LCD MODELS

MODEL NO

DESCRIPTION

PRICE (INR)

32-LZ50

WITH SUPER IPS

90000

32-LX2R

HD-READY

949000

26-LZ50

SUPER IPS

449000

39

CHAPTER-III
THEORTICAL FRAME WORK OF CONSUMER PERCEPTION

CONSUMER PERCEPTION
40

INTRODUCTION OF MARKETTING
MARKETTING: A social and managerial process where by individuals and groups obtains what they need and want through creating and exchanging products and value with others. Marketing is the process by which companies create customer interest in goods or services. It generates the strategy that underlies sales techniques, business communication, and business development. It proposes that in order to satisfy its organizational objectives, an organization should anticipate the needs and wants of consumers and satisfy these more effectively than competitors. Needs are states of felt deprivation. Physical needs for food, clothing, warmth, & safety. Social needs for belonging and affection. Individual needs for knowledge and self expression. Want the form taken by human needs as shaped by culture and individual personality. Demand human wants that are backed by buying power.

MARKETTING CONCEPT:
The marketing management philosophy that holds that achieving organizational goals depends on determining the needs and wants of target markets and delivering the desired satisfactions more effectively than competitors do.

4PS:
The marketing mix is the sole vehicle for creating and delivering customer value. It can be easily seen that all activities and programmes, which a market of design and carries out in his effort at winning customers , relate to one or the other four elements- product, place, promotion, price. A list of marketing mix elements and sub elements is as follows. Product: Product design features, brand name, models, style. Product quality, warranty. Package- design type, material, size. Service- presale and after sale, service standards, service charges. 41

Place: Channels of distribution: channel design, type of intermediaries, location of outlets, channel remuneration. Physical distribution processing etc. Price: Pricing policies, Margins, Discounts and rebates. Term of delivery, Payment terms, Resale price maintainance. Promotion: Personnel selling- selling expertise, size of sales force and quality of sales force. Advertising- Media mix, Vehicles, Programmes. Sales promotion Publicity and public relations. Market Potentiality & Term determine the how the market was going on the competition world and in the market potentiality the customer and consumer are important in the Market.Consumer & Customer's are deciding the Market. : Transportation, warehousing, inventory levels, order

CUSTOMER:
Traditionally the work "Customer" was used to define people whom the organization dealt with externally. The customer refers to the purchasers of product or service, they may or may no ultimate consumer. Customers are only the purchases of the product or service but they are not use completely about that product.

CONSUMER:
Customer and Consumer are both are different, Customers are only the purchaser of the product or service but they can't use the life long about that product. Consumer refers to the end user of a product or service they many or may not be the customer. Thus Understanding of the form customer and consumer is necessary especially in the event of the dramatic shifts that have been witnessed at the market in the 1990's. The 42

drastic variations in the life style daters of the consumer and the revaluation that has taken place in the field of communication technology marketers are being exposed to a new generation of customers. These new generation customers have to be differentiated on the basis of individual differences in consumer expectation, preference for more choice, not very brand Loyal and even willing to try competing brands so as to obtain the perceived higher value satisfaction. The marketers have to do the exercise of analyzing consumer behavior it could be difficult to classify the present generation of customers by the conventional demographic variables. So, markets are engaged in gauging the behavior of the customers by try to identify the sources timing and direction of the changer in the consumer behavior and also the emerging new competencies and perspective. All to enable them to respond to the changes in the most effective manner. Thus the priority will be developing a new parading to tackle the emerging challenges at the market place. CONSUMER ATTITUDE: ATTITUDE IS EVERYTHING Attitude plays a very important role for any product for success in the market .Any companies products will be successful only when the consumers have a positive attitude towards a product, services, advertisements, retailers and so on.in simple words whenever the consumer is asked about his likes and dislikes regarding the product ,the opinion which gives is called an ATTITUDE .In consumer behaviour attitude is an expression of favourable or unfavourable predisposed to some object because they are an outcome pyscological process ,attitude are not directly observable ,but must be inferred from what people say and what they do . In general terms ,attitudes can be defined as a expression of inner feeling either like or dislike towards a product or service .when an individual expresses his feelings in a positive way ,it will help a product or service to click in the market .

CONSUMER PERCEPTION
43

Perception is the process if selecting organizing and interpreting or attaching meaning to events happened in environment L.M.PRASAD. A motive is fan aroused need. It interims, activities behavior intended to satisfy the aroused need. One from that behavior takes is collecting and processing information from the environment, a process known as perception - STANTON, MICHEL, WALKER. Perception is a mental process whereby an individual selects data or information from the environment organizes it and then draws significance or meaning from it.Perception is basically a cognitive or thinking process and individuals activities, emotions, feelings, etc. are based on his or her perceptions of their surroundings or environment. Perception, being an intellectual and cognitive process will be subjective in nature. That is as a subjective process, different people may perceive the environmental occurrence of an event, differently based on which aspects of the situation is absorbed by them how they organized this information and how they draw meanings and interpret it so as to obtain a meaningful understanding of the situation.

FACTORS INFLUNCEING PERCEPTION


EXTERNOL FACTOR Intensity and size attention Position Contrast Novelty Repetition Movement INTERNAL FACTORS Selective Selective exposure Selective reception Comprehension Retention perceptual vigilance or defense Expectation Subliminal perception

P E R C E P TI O N

PRECEPTUAL PROCESS:
44

Perceptual process consists of many sub processes. The dynamics of perception can be understood by taking a note of the input-through putout approach. This approach is based on the fact that there is an input, which when processed gives outputs. The actual aspects of perception mechanism include-the selection, organization and interpretation. The perceptional outputs will be the behavior or actions of the individuals i.e., the resultant opinions, feelings, attitude etc.

THE PERCEPTIONAL PROCESS:


Perceptional inputs Stimuli

Perceptional Mechanisms
Received-Selection-Organization-Interpretation

Perceptional Outputs

Behavior or Action

45

CONSUMER DECISION-MAKING
Decision-making is the selection of an action from two or more alternative choices. That four vies of how and why individuals behave as they do are that. a. He is an economic man i.e., makes rational decisions. b. He is a passive man i.e., he is regarded as one who can manipulate c. He is cognitive man i.e., a problem solver. d. He is a emotional man i.e., who makes decisions that are not rational. sample model of consumers decision-making which consists of three major components. Input, process, and output is s shown below: INPUT The input component draws upon external influences that serve s resources of inform nation about a particular product and influence a consumers product related values, attitudes and behaviors. Chief among these factors are:

1.Marketing Input:
These inputs to the consumers decision-making process take the form of specified marketing mix, strategies the consists of the product. Itself, mass media advertising, personnel selling, promotional efforts, and selection of distribution channels to move the products from the manufacture to the customers

2.Sociol-Cultural inputs:
These inputs consist of wide range of non-commercial influences. For example, the comments of a friend, an editorial in the news-paper, usage by family member since these influence may be directed to the individual or actively sought by the individual; a two headed arrow is used to link the input and process segments of the model.

PROCESS 46

Process is concerned with how consumers make decisions, which consists of three stages: 1. Need recognition. 2. Pre-purchase search 3. Evaluation of alternatives

Need Recognition
The recognition of need is like; to occur when a consumer is faced with a problem. Among consumers, three seem to be two different problem recognition styles. Some consumers are actual types, who perceive that they have a problem when a product.

Pre-purchase Search
pre-purchase search begins when consumer perceives a need that might be satisfied by the purchase and consumption of a product. The consumer usually searches his or her memory before seeking external of information regarding a given consumption related need. The greater the relevant past experience, the less external information the consumer is likely to need in order to reach a decision. In high-risk situations, consumers are likely to engage in complex information search and evaluation and vice-versa.

Evaluation of Alternatives:
When evaluating potential alternatives, consumers tend to use two types of information. a) List of brands from which they plan to make their selection (evoked set) b) The criteria they will use to evaluate each brand. The evoked set is generally only a part of subset of all the brands of which the consumer is aware; these brands in turn are frequently only portion of all the brands in the market. Making a selection from a sample of all possible brands is a human characteristic that helps to simply the decision-making process.

OUTPUT

47

The output portion of the consumer decision-making model concern two kinds of post decision activity; Purchase behavior and post purchase evaluation. The objective of both the activities is to increase the consumers satisfaction with his or her purchase.

1.Purchase Behavior:
Consumers make two types of purchase: trail purchases and repeat; purchases. A purchase is said to be trail when the consumer purchases a product or brand for the first time and that too in a smaller quantity than usual. If a new brand in an established product category is found by trail to be more satisfactory or better than other brands, consumers are likely to repeat the purchased. Repeat purchase behavior is closely related to the concept of brand loyalty, which most firms try to encourages because of it ensure them of stability in the market place. In trial purchase, the consumer uses the product on a small scale and in the case of repeat purchase the consumer is willing to use it again and in larger quantities.

2. Post purchase Evaluation:


As consumers use a product, they evaluate its performance in light of their expectation. These are three possible outcomes of such evaluations. a. That actual performance matches the standard, leading to neutral feeling. b..That performance exceeds the standard, causing positive disconfirmation. b. That performance is below the standard, causing negative disconfirmation. An important component of post purchase evaluation is the reduction of uncertainty that the consumer might have had about the selection. As part of their cost purchase analysis, consumers try to reassure that their choice was a wise one. The degree of post purchase analysis that consumers undertake is likely to depends on the importance of the product decision and the experience acquired in suing the product. If the product lives up to the expectations. They will probably but it again. If the products performance is disappearing, they will search for more suitable alternatives. Thus the consumers post purchase evaluation feed back is experience to the customers psychological field severs t influence future related decision

48

BRAND
Def: It is defined as a name, term sign, symbol or design or combination of them. It is intended to identity the goods or services of one seller or a group of sellers and to different them from those of competition. A brand is essentially a seller, promise to consistently deliver a specific set of features, benefits, and services to the buyers. A brand can convey different types of meanings like attributes benefits, values culture personality and user. Brand awareness is the degree measured either by brand recall or recognition. Beyond this the brands have high degree of brand acceptability. In that most customers would not resist buying them. Some brands enjoy brand preference that would be selected over other finally there is brand loyalty that commands on other brands. Behavioral scientists believe that brand loyalty results from an initial product trial that is reinforced through satisfaction, leading to report purchase, cognitive researches, emphasis the role of process in building brand loyalty. It can be increased by frequent exposure on Tele-media, Papers, Audio wall writing etc. if the brand loyalty is achieved automatically the sales of the organization products increase.

MARKET SHARE ANALYSIS


Market share analysis shows a business how well it is doing in each neighborhood across it sales region. Market share analysis shows where the business has captured a high proportion of the market, and where it is doing not as well. Combined with information about the quality of the market, a market share analysis can highlight the parts o the city where the most potential for growth exists; 1. Currently, a low market share in the area, but 2. The area actually represents a good market, well suited to the business (fits the target market profile) Business can use a growth opportunity map as the basis for a highly focused direct mail campaign.

49

MARKET SHARE
often measured as a percent and consisting of a firms revenue for a particular product or service divided by the overall industries revenue for that product or service. Companies that have large market shares can often reduce production costs faster than those with smaller market shares by more quickly down the production experience curve. Market share: Sales figures do not necessary indicates how a firm is performance relative to its competitions. Rather, changes in sales simply may reflect changes in the market size or changes in economic conditions. The firms performance relative to competitors can be measured by the proportion of the market that the firm is able to capture. This proportion is referred to the firm markets share and is calculated as follows: Market Share = Firms Sales/ Total Market Sales. Sales may be determined on a value basis (sales price multiplied by volume or on a unit basis (number of units shipped or number of customer served). While the firms own sales figures are readily available total market sales are more difficult to determine. Usually this information is available from trade association and market research firms. Reasons to increase Market Share Market share often is associated with profitability and thus many firms seek to increases their sales relative to competitors. Here are some specific reasons that a firm may seek to increase its market share: Economies of scale-higher volume can be instrumental in developing a cost advantage. Sales growth in a stagnant industry-when the industry is not growing. The firm still can grow its scales by increasing its markets shares. Reputation-market leaders have cloud that they can use to their advantage. Increased bargaining power-a larger player has an advantage in negotiations with suppliers and channel members.

Ways to increase Market Share


The market share of a product can be modeled as: Share of market=Share of preference X share of voice X share of distribution. 50

According to this model, there are three drives of market share: Share of preference can be increased through product, pricing and promotional changes Shares of voice-the firms proportion of total promotional expenditures in the market. Thus, shares of voice can be increased by increasing advertising expenditures. Share of distribution- can be increased through more intensive distribution. From these drivers we see that market share can be increased by intensive the variables of the marketing mix. Product- the product attributes can be changed to provide more value to the customers, for example, by improving product quality. Price-if the price elasticity of demand is elastic (that, is, >1), a decrease in price ill increase sales revenue. This tactic may not succeed if competitors are wiling and able to meet any price cuts. Distribution- add new distribution channels or increase the intensity of distribution in each channel. Promotion-increasing advertising expenditures can increase market share unless competitors respond the similar increases.

REASONS NOT TO INCREASE MARKET SHARE


An increase in market share is not always desirable, for example. If the firm is near its production capacity, an increase in market share might necessitate investment in additional capacity, if this capacity is underutilized higher costs will result. Overall profits may decline if market share is gained by increasing promotional expenditure or by decreasing prices. A price war might be provoked if competitors attempt to regain their share by lowering prices. A small niche player may be tolerated if it captures only a small share of the market. If that share increases, a larger, more capable competitor may decide to enter the niche. Antitrust issues may arises if a firm dominates its markets in some cases it may be advantages to decrease market share. For example, if a firm is able to identity certain customers that are unprofitable, it may drop those customers and lose market share while improving profitability 51

CHAPTER IV
DATA ANALYSIS AND INTERPRETATION

52

1. When asked about various brands of colour televisions that are in their mind the replied in the following way. The results were given in the following table.

TABLE # 1
BRANDS LG BPL SAMSUNG ONIDA OTHERS RESPONDENTS 34 8 11 6 1 60 PERCENTAGE 56.66 13.33 18.33 10.33 1.66 100.00

GRAPH SHOWING VARIOUS BRAND PERFORMANCE BY THE RESPONENTS


TABLE #1
60

50

RESPONDENTS%

40

30

RESPONDENTS PERCENTAGE

20

10

0 LG BPL SAMSUNG PRODUCTS ONIDA OTHERS

INTERPRETATION:
It can be inferred from the above table that 56.66 percent respondent recall LG colour televisions when asked to recall various brands of televisions. This is followed by Samsung with 18.33% percent and BPL with 13.33 and it is followed by onida With 10 percent and others with 1.66 percent. 2 when they were asked about do you like mostly like product in the LG company products in the given table; 53

TABLE # 2
PRODUCTS TV REFRIGIRATER WASHING MACHINE OVEN 60 100.00 RESPONDEN T 30 25 4 1 PERCENTAGE 50.00 41.66 6.67 1.66

GRAPH SHOWING VARIOUS BRAND PERFORMANCE BY THE RESPONCENTED


TABLE #2
60

50

40

RESPONDENTS(%)

30

20

10

0 TV REFRIGIRATER PRODUCTS RESPONDENTS PERCENTAGE WASHING MACHINE OVEN

INTERPRETATION;

We can conclude from the above the table that out of

60 represents 50 percent of people likes TV;S and followed by refrigerator is 41.66 percent, washing machines are 6.67 percent and ovens are used 1.66 percent people. 3.When they were asked about opinion on price of LG colour televisions. the respondents are given in that opinion following table

TABLE # 3
54

OPENIONS Very high High No difference low

RESPONDENTS 6 10 27 17 60

PERCENTAGE 10.00 16.00 45.00 28.33 100.00

THE GRAPH SHOWING RESPONDENTS OPINION ON PRICE BASIS

TABLE #3
50 45 40 35 30 RESPONDENTS% 25 20 15 10 5 0 Very high High PRODUCTS No difference low RESPONDENTS PERCENTAGE

INTERPRETATION:
The above table shows the opinion on price in that way many of the low price (28.33) to compare to other company colour televisions. 4. Factors to the survey the purchase of LG color television set below table respondents (45%) are told that no difference to other company televisions. And next followed by

TABLE # 4
Reasons Respondents Percentage

55

Model Price Publicity features

14 12 7 27 60

23.33 20.00 11.66 45.00 100.00

WHAT INFLUENCED YOU TO PURCHASE THE LG COLOUR TV


TABLE #4
50 45 40 35 30 25 20 15 10 5 0 Model Price REASONS Publicity features RESPONDENTS PERCENTAGE

INTERPRETATION;
According to the survey the main factor influencing to purchase of LG colour television. And followed by model is 23.33 percentage, price is 20.00 percentage and after that follows publicity is 11.33% as follows. 5. When asked to opinion of the respondents to who is influenced to purchase this brand given below table?

TABLE # 5
OPINION ON RESPONDENTS 56 PERCENTAGE

Dealers Friends Relationships Self interst

12 7 6 35 60

20.00 11.66 10.00 58.33 100.00

WHO INFLUENCED YOU TO PURCHASE THE LG COLOUR TV

TABLE 3 5
70

60

50

40

30

20

10

0 Dealers Friends RESPONDENTS relatiopnships PERCENTAGE self interst

INTERPRETATION:
Those consumers who purchased LG CTVs suggested that are self interest are 58.33 percent and then those consumers who are known as suggested by dealers are 20.00 percent and followed by friends and relations. 6. When they were asked about the purpose in this LG ctv going below

TABLE # 6
Opinion on Entertainment Education Sports Respondents 48 3 9 57 Percentage 80.00 5.00 15.00

Others

0 60

0.00 100.00

THE GRAPH SHOWING RESPONDENTS OPINION ON PURPOSE BASIC


TABLE #6
90

80

70

60

50

40

30

20

10

0 Entertainment Education RESPONDENTS Sports PERCENTAGE Others

INTERPRETATION;
When they asked to the consumers to sell about opinions on the selecting only in this brand. That are declared to many of the consumers are told that entertainment (80%) to use. and follows sports (15%). Education (5%).

7.

How is LG colour television clarity and sound system compared to other. The

followed data is declared;

TABLE #7
Opinions Very good Good Respondents 19 36 58 Percentage 31.66 60.00

Not so good

5 60

8.33 100.00

FOLLOWING GRAPH SHOWING INFORMATION OF OPINION ON CLARITY AND SOUND SYSTEM

TABLE #7
70

60

50

40

30

20

10

0 Very good Good RESPONDENTS PERCENTAGE Not so good

INTERPRETATION:
After purchase to the LG CTV opinions on also sound system to asked that compare to other. The consumer are said above table is displayed. And many of the consumers are good (60%). And following 31.66% members are told that system is very good (60%). And following 31.66% members are told that system is very good. Some members are not so good (8.33%) 8. What is the reason for choosing particularly of the brand? As follows

TABLE # 8
REASON Quality Price Features Others RESPONDENTS 12 12 36 0 60 59 PERCENTAGE 20.00 20.00 60.00 0.00 100.00

FOLLOWING GRAPH SHOWING INFORMATION ON QUALITY, PRICE ,FEATURE AND OTHERS.


TABLE # 8
70

60

50

40

30

20

10

0 Quality Price RESPONDENTS Features PERCENTAGE others

INTERPRETATION:
The above table displayed on particularly in this brand select as on many of the consumers are tell about features is 60%. Quality. Price as 20% as on.

9.

Which particular media do you think is effectively spreading the television

market; as following table is display?

TABLE #9
OPINIONS Electronics Print media Sales persons dealers RESPONDENTS 26 22 8 4 60 60 PERCENTAGE 43.33 36.33 13.33 6.66 100.00

FOLLOWING GRAPH SHOWING INFORMATION OF OPINIONS RESPONDENTS AND PERCENTAGE


TABLE #9
50 45 40 35 30 25 20 15 10 5 0 Electronics Print media RESPONDENTS Sales persons PERCENTAGE dealers

INTERPRETATION:
The above table displays many of the consumers are said to use electronic media is 43.33%. And after print media is 36.66, after that used sales person and dealers.

10.They were asked to say that when face any problem with the product. Whom do they contact the following results were drawn.

TABLE #10

OPINION ON Dealers Service centers

RESPONDENTS 25 38 60

PERCENTAGE 36.66 63.33 100.00

61

IF YOU FACED ANY PROBLEMS WHOM DO YOU CONTACT

TABLE # 10
70

60

50

40

30

20

10

0 Dealers RESPONDENTS PERCENTAGE Service centers

INTERPRETATION:
By seeing the above table we can conclude that 36.66 percent of the people have meet dealers when they faced problems with the product and 63.33 percent of people have meet service centers when they faced problems. 11. When collected the opinion to the consumers to ask how do you state in this LG colour television set. As following below table

TABLE # 11

REASONS Technically superior Reliable Value of money

RESPONDENTS 34 8 18 62

PERCENTAGE 56.66 13.33 30.00

60

100.00

STATEMENT ON LG COLOUR TELEVISION


TABLE # 11
60

50

40

30

20

10

0 Technically superior Reliable RESPONDENTS PERCENTAGE Value of money

INTERPRETATION;
By absorving the data collected from the 60 consumers of LG colour televisions owners , we are coming to know that 56.66 percent of the consumers said technically superior and remain consumers are value of money of money is 30% and reliable is 13.33 percent consumers. 12. Recommendation of LG colour televisions to others; as follows;

TABLE # 12

OPINIONS YES NO

RESPONDENTS 48 12 60

PERCENTAGE 80.00 20.00 100.00

GRAPH RECOMONDATION OF LG COLOURTELEVISION TO OTHERS:


63

TABLE # 12
90

80

70

60

50

40

30

20

10

0 YES RESPONDENTS PERCENTAGE NO

INTERPRETATION;
Survey reports reveals that 80% of consumers are recommending motivating to buy LG CTV. In addition 20% consumers are not recommending to others.

13. When they were asked that they are satisfied with the finance option provided by KG towards the television the following drawn and tabulated below.

TABLE # 13
OPINION YES NO RESPONDENTS 21 39 60 PERCENTAGE 35.00 65.00 100.00

GRAPH FINANCE SERVICES PROVIDED AT BELOW LEVEL


64

table# 13
70

60

50

40

30

20

10

0 YES RESPONDENTS PERCENTAGE NO

INTERPRETATION;
By the above table we can conclude that 35.00 percent of people have satisfied with financial options provided for the colour television and 65 percent of people have not satisfied with financial options provided for the colour television. 14.When they were asked to the satisfaction on the warranty period of in this product in the company. As follows

TABLE # 14

OPINION YES NO

RESPONDENTS 20 40 60

PERCENTAGE 33.33 66.66 100.00

THE BELOW GRAPH SHOWING WARANTY PERIOD GIVEN BY THE COMPANY


65

TABLE 3 14
70

60

50

40

30

20

10

0 YES RESPONDENTS PERCENTAGE NO

INTERPRETATION:
According to the survey reports, the satisfied consumers by warranty period are 33.33 percent and UN satisfied consumers by the warranty period is 66.66 percent.

15.When were asked to the opinions on the models on this company colour televisions. They results as follows;

TABLE # 15

OPINIONS Good models Average models

RESPONDENTS 51 9 60

PERCENTAGE 85.00 15.00 100.00

66

GRAPH CUSTOMERS OPINIONS ON LG COLOUR TELEVISION MODELS


TABLE # 15
90

80

70

60

50

40

30

20

10

0 Good models RESPONDENTS PERCENTAGE Average models

INTERPRETATION;
The above tables displayed on on the models on the LG colour televisions are most of the consumers are told that is 85% of consumers are good models and another 15% consumers said average models. 16.When they were asked about the satisfaction about the satisfaction level by the product that they owned. The results were given in below table;

TABLE # 16
LEVEL OF SATISFACTION Very much satisfied Satisfied Not satisfied RESPONDENTS 36 14 10 60 67 PERCENTAGE 60.00 23.33 16.66 100.00

GRAPH SHOWING THE FEELING OF RESPONDENTS TOWARDS LG COLOUR TELEVISOIN PERFORMANCE


60 50 40 30 20 10 0 very satisfied satisfied not satisfied Respondents Persontage

INTERPRETATION;
From the above table we can inferred that 60.00 percent of respondents are very much satisfied with the model they owed and 23.33 percent of the people are satisfied by the product and 16.66 percent of people are not satisfied by the owned product

68

CHAPTER V
CONCLUSION AND SUGGESTIONS

CONCLUSIONS

Nearly half of the respondents are satisfied by the features of LG television

color

85% of respondents are satisfied to the models in the LG color televisions and some respondent are not satisfied to the models of LG CTV Many of the respondents are LG CTV;s recommended to other. 69

Most of the respondents are said to develop the dealerships and media. Many of the consumers said to increase the warranty time period Most of the respondents are said that develop the print media and also sales persons. Nearly 57% respondent recall LG CTV when to recall various brand of TV Half of the respondent likes TV of LG company Respondent thinks no difference rate between in other TV Most of respondent are taken TV of LG for entertainment 60%of respondent are satisfied by the clearity and sound system Most of respondent are influenced by the feature of TV 57% of the stated on LG CTV that as technical superior and remain respondents stated that value of money and reliable 65% of respondent of have not satisfied with financial option provided for the customer The respondent to self interest is influence to purchase LG CTV.its mean believes on the LG CTV 60% of respondent are very much satisfied by performance of LG CTV

SUGGESTIONS
Adjust to the sound systems. (base is high) It is better to increase the warranty period. Develop the dealership qualities. And all electronic goods are produced.

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Mainly features are good except sound systems. Company has to develop and increase the quality in sound systems To offer the coupons system and schemes are to be developed. Create a transmit to rural areas. company has to do more consorted in They should improve after sales services in order to facilitate the consumer. Give more ads to reach easily to every consumer Give TV on loan bases to customer to buy TV easily Make spare parts on cheap rate to buy easily the consumer, if something happened to TV Give training to salesperson, on how to convince the consumer Create awareness on LG TV by games and event Try to make cheap TV and make easily reach to the consumer Give gifts and incentive more on sales to the salesperson Develop the facility in the showroom to the consumer

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APPENDIX

QUESTIONNAIRE
Particulars about respondents Name Occupation Address Gender : : : ;

1. When you think of colour television which brands come to your mind? 72

a) LG a) TV Others.

b) BPL

c) SAMSUNG d) ONIDA d) OTHERS

2. Which product of LG do you like mostly? b) Refrigerator c) washing machine d) Oven 3). what is your opinion on price of LG TVs compared to a) Very high b) high c) no difference d) low

4). what has influenced to you to purchase LG CTV a) Model b) price c) publicity d) self interst 5). who has influenced you to purchase that particular brand. a) Dealers b) friends c) relationship d) self interst 6). what is the purpose of purchasing LG CTV a) Entertainment b) education c) sports d) others 7). How is LG CTV; s clarity and sound compared to other. a) Very good b) good c) not so good

8). what is the reason for choosing particularly of this brand. a) Quality b) price c) features d) others

9). which particular media do you think is effectively spreading the Televison market a) Electronic media b) print media c) sales persons d) dealers 10). If you faced any problems whom do you contact. A)Dealer b)serviceman

11).How do you state in this LG colour TV a) Technically superior b) reliable c) value of money

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12), Do you recommend LG CTV to others a) Yes b) no 13) Are you satisfied with the finance services provided? a) Yes b) no 14) Are you satisfied the warranty period provided by the company? a) Yes b) no 15) LG CTV models are a) Good models b) average models

16). Are you satisfied with the performance of LG CTV a) Very much satisfied b) satisfied c) not satisfied

BIBLIOGRAPHY
1. CONSUMER BEHAVIOUR
(Schiffman & kanuak)

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2). MARKETING MANAGEMENT


(Philip kotler) 3). MARKETING MANAGEMENT Indian context (V.S.Ramaswamy &S. Namakumar) Website: www.lgindia.com

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