INTRODUCTION

What Is Market Survey? A market survey is an important requirement for initiating any successful business. The objective of a market survey is to collect information on various aspects of the business. This survey is a tool through which we can minimize risk. After the market survey, the results must be analyzed in order to finalize a business plan. A market survey is a systematic collection, recording, analysis and interpretation of data relating to the existing or potential market for a product or services 44 Small-scale Enterprise for Neo-literates through CLCs A market survey is a useful tool for contact with the market The systematic and intelligent use of this tool can reduce risks of decision making under conditions of uncertainty Through a market survey we can obtain information in the following areas: size of market
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 pattern of demand buying habits and motives past and present trends for this or other products The following five steps in doing a market survey were also discussed in the session: Step1: Define objectives and specify information to be collected Identifying sources of information Assessing time and costs required for the survey Selecting methodology Preparing an action plan Step 2: Select a sample Determining where to conduct the survey Determining when to conduct the survey Step 3: Prepare a questionnaire for the survey Step 4: Collect data and analyze the information obtained Step 5: Prepare a report based on data analyzed In the session, participants discussed the following ten broad areas for information collection: Market Buyers/ customers Raw materials Machinery, equipment Competitors
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 Furniture Manpower Capital and risks Rules and regulations Marketing After the discussion, participants were divided into four groups to identify questions to be asked in the above-mentioned areas while conducting a market survey. The major points of the group reports are as fo

Market Survey On Refrigerator Brands and on compressor

For doing the market survey on refrigerator brands and on compressors methods used were survey method and sampling method. Research instrument was questionnaire. Tools for data collection were primary data and secondary data.

Market place for survey on compressor

Dariaganj, Old Delhi Dariaganj, Old delhi is the lsecond largest market for compressor. I reached to dariganj market for doing survey on compressor but no dealer provided me data and information on compressor. I met there atmost 5 to 6 dealers but no one is interested to provide me information on the compressor. Market place for survey on refrigerator 1 no. market in Faridabad, crown interior mall, sec. 16 market, sanjay electronics. And customer are not aware about compressor. Which works as a heart of refrigerator but no customer is aware about it even some dealers are also not aware about it.

COMPANY PROFILE

Tecumseh Product India Pvt. Ltd.

Touching the lives of millions for more than 75 years.

About Tecumseh

Demonstrated performance. Tecumseh Products Company is renowned for bringing an extra dimension of product innovation, customer reliance, and product quality to the air conditioning and refrigeration industry. As a result of our innovative spirit and product performance, people rely on our products every day. We literally touch the lives of millions. Early beginnings. We developed the first hermetic compressor for consumer refrigerators in 1937. As the name Tecumseh became synonymous with commercial refrigeration and central home air conditioning, we expanded our product line to include automotive air conditioning compressors in 1953. Our reputation for innovation was further enhanced in 1959 when we developed the first high-speed hermetically-sealed compressor for commercial applications. A focused company. Although our product manufacturing focus remains constant, Tecumseh has substantially invested in research and development engineering laboratories in North America, Europe, South America and India. We've also partnered with R&D facilities at universities throughout the globe. These facilities are not just responsible for engineering product solutions, but our university partners also provide Life Science Research on how our products interface with mankind and the environment.
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Tecumseh innovation. Today, we engineer a full-line of hermeticallysealed compressors for residential and specialty air conditioning, home refrigerators and freezers, and commercial refrigeration. But our expertise doesnt stop there; we also offer a complete line of indoor and outdoor condensing units, evaporator coils, heat pumps, complete refrigeration systems and authorized spare parts. Global products. Our products can be quickly accessed from manufacturing facilities on four continents when needed on a worldwide basis. We can provide coordination among our global facilities and your plant locations anywhere, so product selection, specifications and delivery of product are assured. Unwavering commitment. Tecumseh has responded to the challenges of the refrigeration and air conditioning marketplace for over seven decades, leading the way with improved products and service in support of the industry we serve. A company-wide dedication to quality control has already earned Tecumseh the highest quality rating from major refrigeration and air conditioning manufacturers. And the people we employ are honored to touch so many lives, in so many countries, every day.

Tecumseh:
A leading global manufacturer of hermetic compressors & condensing unit for residential, commercial refrigerations , commercial refrigerations & air conditioning applications.

Touching the life for more than 75 years :

Tecumseh giving its sevices in compressor making industry for more than 75 years & its a leading global manufacturer in this industry.

It continues to update its product offering with more efficient & sound reduced reciprocating compressors. Some with variable speed, as energy saving solutions to the refrigerator & freezer market. An interview with Mr. Neeraj Jain (Managing director) at Tecumseh Product India Pvt. Ltd. (ballabhgarh).:TPIPL has been enjoying a good run in India in the HVACR field. Tell us what keep you ahead of this pack. The compressor market seems to be crowded in india. Could you thrown some light on the technical advancement in this segment of the industry. - TPIPL as a practice has always relied on quality , innovation, people & technology to take it to the height that it has been aiming . this is the secret of our journey of our journey so far & we wish to keep this on & improve on this in the coming year. - Considering that most of the compressor manufacturers focus on Indian market, the competition is quite intense. Despite the competition from imports from china we are able to grow due to the reliability of our products & services to our customer here in india & middle east . as india had transitioned into an energy regulation regime, Tecumseh was in forefront in developing the compressor range that not only facilitates our OEMs to meet the energy standards but also ahead in developing the range that is required for future revisions in energy regulations. - Tecumseh has also one of the few compressor manufaturer, which had developed the products that can work on hydrocarbons which has minimal ozone depletion & global working with key OEMs in all segment of the compressor market. i.e domestic refrigerators, air conditioning & commercial refrigerators for developing alternate refrigerant technologies for environment systenance. What makes your product better than the competition?

- Our products are energy efficient & designed for adverse Indian & middle east coditons. Recently we had launched AE2 range of compressors for commercial refrigeration segment that are designed for best in class efficiency level . Could you tell us more about your key products & their advantages for the Indian market? - Tecumseh is in the forefront offering Dc compressor range that can work on alternate energy source like solor etc. with regard to conventional compressor range our products are designed to work at high ambient at 52*c. making them one of the most reliable for conditions in this part of the world. Compressor are also designed for sustaining the voltage fluctuations in india. What do you consider as your mojor achievements in the recent past? - We have been growing in volume terms as well as revenue terms despite the market being uncertain. This has been one of our major achievements. Added to this adherence to the changing energy norms by way of our R & D has also been commendable. Please share with us some of the challenges that you face in the next 2 3 years? - Focus on environment friendly refrigerants, new energy norms across the world, could be challenges that we forsee. Things do not seem to be going on smoothly for the industry not just in india , but the world. This has led to lots of uncertainties as regard to the economic growth . What has been youe experience? - For us too, it has been equally challenging with the changing & fluctuating rupee value, that have been added to the uncertaininties of the appliances market. What is your take on the road ahead ? do you think things could be improved in 2014?

- We are optimistic for the next year although teher are challenges which we have mentioned, overaal we forsee a better year ahead.

Tecumseh Products

Innovative, durable and highly efficient products are at the heart of Tecumseh. Our products touch the lives of millions every day, driving us as a leading global manufacturer of hermetic compressors and condensing units for residential, commercial refrigeration and air conditioning applications.

Reciprocating Compressors
Discover the advantages of Tecumseh's broad range of energy efficient and reliable reciprocating compressors for household refrigerators and freezers, air-conditioning and commercial refrigeration applications including foodservice to walk-in coolers.
What is a Reciprocating Compressor?

A hermetic reciprocating compressor uses pistons driven by a crankshaft to deliver refrigerant at high pressure from the low side to the high side of a refrigeration system.
Why Tecumseh Reciprocating? In 1938, Tecumseh revolutionized the refrigeration industry with the first hermetically sealed reciprocating compressor. We have provided 75+ years of industry leadership in reciprocating compressors for air conditioning and refrigeration applications. Today, we continue to lead the way by designing energy efficiency, quiet operation and reliability into every new compressor we produce.

Rotary Compressors
High efficiency Tecumseh rotary compressors provide enhanced reliability, reduced sound and maximum flexibility with vertical and horizontal installation options for air conditioning and refrigeration applications.
What is a Rotary Compressor? Rotary hermetic compressors use the rotating action of a roller inside a cylinder to compress the refrigerant. Rotaries, by design, include less parts than other types of compression technology and provide an alternative, efficient option for various applications.

Why Tecumseh? Tecumseh installed its first HR rotary compressor in an air conditioning application in 1957 where it remained reliably in service for more than 40 years. Todays modern air conditioning and commercial refrigeration applications require high efficiency combined with the ability to utilize more eco-friendly refrigerants. Tecumseh rotary compressors continue to lead the way.

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Scroll Compressors
The Tecumseh VS Series scroll compressors offer the latest in efficiency and reliability. They are designed for commercial applications and have passed extensive durability and endurance tests to assure excellent performance.
What is a Scroll Compressor? Scroll compressors utilize two offset spiral disks allowing for concurrent suction, compression and discharge cycles as the gas passes through the mechanism. Why Tecumseh Scroll? Our design is referred to as fixed scroll, in which one of the scrolls is fixed and the other scroll orbits. The VS Series scroll from Tecumseh is a specially designed, high efficient compressor for the refrigeration market. Models are available in R404A/R507 in Low and Commerical Temperature. Tecumseh's scroll compressor provides you with a choice in today's refrigeration market.

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Vision & mission

Vision It is our goal to be the global leader in all of the Markets in which we choose to participate. We will pursue disruptive technologies to redefine our products. Mission We will leverage our global expertise in mechanical, electrical, fluid handling, related components and services to provide comprehensive solution for our customers needs Compressors, Engines, Electric Motors, Pumps, Electronics and Controls. We will be best in class and most cost effective producer by utilizing the principals of TQM, 6 sigma and lean.
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Our organization will modify itself in response to changes in environment at a pace and amount of change that can be made without eliminating or impeding our ongoing effectiveness. Incisive, continuous strategic thinking will be well communicated and shared by the organization.

Major Competitors

Elgi service equipment company

HISTORY
Elgi was established in 1960 as service station equipment and reciprocating compressor manufacturing company. Over the years elgi has become a multi-product, multi-market company 13

manufacturing technically superior products. The elgi product lines today, broadly comprise, rotary compressors, reciprocating compressors centrifugal compressors, automotive equipment, diesel engines and manufacturing and engineering services.Elgi has two manufacturing locations in Coimbatore, india, with 45 acres of land and 352,000 sq ft of built up factory area. With a vast network of sales & service outlets manned by well-trained, highly qualified and motivated engineers and marketers, elgi aims to conquer the domestic market and be a meaningful global player in its core products .Elgi endeavors to continuously improve processes, products and technology, with the objective of serving people better. This in turn has made elgi the undisputed leader in the products it manufactures with a strong reputation for quality and service. Vision Elgi's vision and strategy has been defined and detailed in a mandate entitled horizon 2015, which states that,"elgi aims to get a sizeable share of the world market for its compressors and automotive equipment business by 2015 "Horizon 2015 touches every aspect our business. With horizon 2015 we strive to earn customer trust through the quality of our products and through our responsiveness and accountability to customers and partners.Horizon 2015 keeps us focused on expanding our potential customers base around the world.

ILPEA PARAMOUNT LIMITED.

Ilpea paramount ltd. was established in 1976 as service station equipment and reciprocating refrigerator manufacturing company. Over the years the ilpea paramount ltd product lines today, 14

broadly comprise, rotary compressors L.G (life good), Samsung, Videocon, Videcon equipment, manufacturing and engineering services. Ilpea paramount ltd is location at the distance of 30 km from international air port Delhi. The organization has well equipped manufacturing plant with state-of-art machinery and equipments. If focus is always on innovating new product as per the marketing need. This has helped he organization maintain a high level of Customer buying. Ilpea paramount ltd has two manufacturing locations in Coimbatore, India, with 22 acres of land and 352,000 sq ft of built up factory area. With a vast network of purchase & sales & service outlets manned by well-trained, highly qualified and motivated engineers and marketers, ilpea paramount ltd aims to conquer the domestic market and be a meaningful global player in its core products. This in turn has made ilpea paramount ltd the undisputed leader in the products it manufactures with a strong reputation for quality and service. Ilpea paramount ltds vision and strategy has been defined and detailed in a mandate entitled horizon 2020, which states that, " ilpea paramount ltd aims to get a sizeable share of the world market for refrigerator and automotive equipment business by 2020 "Horizon 2020, touches every aspect our business. With horizon 2020 we strive to earn customer trust through the quality of our products and through our responsiveness and accountability to customers and partners. Ilpea paramount ltd endeavors to continuously improve processes, products and technology, with the objective of serving people better. Horizon 2020 keeps us focused on expanding our potential customers base around the world.

Mission
To be the most admired organization with zeal to work for society where, excellent services are provided through advanced innovations; employment opportunities are created with the sense of

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social responsibility and every step is taken to constantly upgrading our skills, competencies & knowledge.

Values

We believe in simplicity and maintain clear and effective communication in the organization. We believe in team work with well-defined responsibilities and accountability. We strive to provide best value for money to our customers by synergizing our intellectual resources and experience. We believe in according top priority to our customers through prompt and appropriate respo

INDUSTRIAL PROFILE

Refrigerators have been manufactured in India since 1950s. Till almost 90% of the market.

the

1980s, players like Godrej, Kelvinator, Allwyn and Voltas controlled Earlier, the white goods sector was categorized as a luxury goods industry and was subject to oppressive taxation and licensing. The situation changed after the liberalization of the Indian economy in the early 1990s. Post-liberalization, a number of foreign companies entered the market and many domestic players also diversified into refrigerators.

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BPL and Videocon, who already had a presence in the consumer electronics market, leveraged their strengths to enter the durables sector.

Present Scenario In India, refrigerators have the 2nd highest aspirational value of all consumer durables, with the exception of televisions. This accounts for the high growth rate of the refrigerator market. Refrigerators are presently being manufactured in two basic designs which are referred to as Direct Cool (DC) and Frost Free (FF) refrigerator. The direct cool segment continues to dominate Indian refrigerator market compared to more expensive frost-free models. The growth in this segment though marginal, has been driven by factors like availability of low priced models as due to competitive pricing and a growing middle class. History Before the invention of the refrigerator, ice houses were used to provide cool storage for most of the year. At the start of the 20th Century ice boxes were used to store the food products.
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 The first refrigerator to see widespread use was the General Electric "Monitor-Top" refrigerator introduced in 1927 . Gradually with the development of technology different types of refrigerators are manufactured and today it is one of the most common household .

Ice boxes

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Monitor-top refrigerator of GE

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OVERVIEW

Indian refrigerator market is valued at INR 97.61 billion

expected to

and is

Refrigerators hold only 16% of consumer durable market . It is expected to grow at cam pound annual growth rate (CAGR) of 11%, to reach INR 169 billion by 2014-15.
It is one of the fastest growing segments in the consumer durable industry. Its significant growth is related to rising per-capita income and improved social indicators. The average income level is expected to triple by 2025. As a result, urban consumption expenditure is expected to rise 62% by 2025 (compared to 43% in 2006).

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SWOT Strengths 1. Presence of established distribution networks in both urban and rural areas 2.Presenceofwell-knownbrands 3. In recent years, organized sector has increased its share in the market vis a vis the unorganized sector. Opportunities 1. In India, the penetration level of white goods is lower as compared to other developing countries. 2. Unexploited rural market 3. Rapid urbanization 4. Increase in income levels, i.e. increase in purchasing power of consumers 5. Easy availability of finance Weaknesses 1. Demand is seasonal and is high during festive seasonal 2. Demand is dependent on good monsoons

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3. Poor government spending on infrastructure 4. Low purchasing power of consumers Threats 1. Higher import duties on raw materials imposed in the Budget 2007-08 2. Cheap imports from Singapore, China and other Asian countries

Types of refrigerators : On the basis of technology the refrigerators are of two types : (a) Direct cool (b) Frost free Direct cool refrigerators are the low range/price products and frost free refrigerators are the premium products with advanced features. Direct cooling ones are mostly single door refrigerators and frostfree refrigerators are mostly double and multiple doors.

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 Also on the basis of capacity the refrigerators are of different types: Mini (50 to 100 ltrs)- Right for a bachelor Small (170 to 200 ltrs)- Right for a couple and a small kitchen Medium(200 to 450 ltrs)- This is for nuclear household, not too small nor too big. Large (450 to 800 ltrs)- This is for big home and big budget

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Market Share Of Various Refrigerator Brands in 2012-13

20% 37% LG SAMSUNG WHIRLPOOL OTHERS

18%

25%

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Market players taken for analysis

LG ELECTRONICS WHIRLPOOL INDIA SAMSUNG

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COMPANY HISTORY Established in 1997, LG electronics India Pvt. Ltd operates in India through a wholly owned subsidiary LG electronics, South Korea. LG set up a state-of-the art manufacturing facility at Greater Noida. This facility manufactured Color Televisions, Washing Machines, Air-Conditioners and Microwave Ovens. During the year 2001, LG also commenced the home production for its ecofriendly Refrigerators and established its assembly line for its PC Monitors at its Greater Noida manufacturing unit. 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, Work Place Fire and Safety as well as Occupational Health for the benefit of the employees. LG India has also been taking on 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 of medicines on a daily basis. Its positioning statement is high volume and lower margin.

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LG REFRIGERATORS

Special feature to preserve nutrition with green ion door cooling refrigerators. LG refrigerators have been rated 5 star by Bureau of Energy Efficiency (BEE). Recently they have launched the first TV-Refrigerator in India TYPES OF PRODUCTS SEGMENTS IN REFRIGERATOR 1. FROST FREE REFRIGERATORS 2. DIRECT COOL REFRIGERATORS 3. SIDE BY SIDE DOOR REFRIGERATORS 4.TV-DIOS REFRIGERATORS FROST FREE REFRIGERATORS Frost forms when water vapor hits the cold coils. The water vapor condenses - turns to liquid water. When the water condenses onto the coils, it immediately freezes and forms frost. After certain intervals, the timer turns on the heating coil which is wrapped among the freezer coils. The heater melts the ice off the freezer coils. When all of the ice is gone, the temperature sensor senses the temperature rising above 32 degrees Fahrenheit and turns off the heater. 280 471 litres are available. There are 9 models available in this segment Called as Intellocool refrigerators TARGET:
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Middle and middle upper class people. PRICE: The price range varies between Rs.14450 to Rs.39880 CDV: 4 /5 STAR Rating (BEE) Works without Stablizer Intello Compressor

DIRECT COOL REFRIGERATORS Called as INTELLO COOL Available in the range of 175litres To 270litres.
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 There are 14 models in this segment. TARGET: Middle and middle upper class people. PRICE: The price range varies between Rs.6500 to Rs.11800 CDV: 4 /5 STAR Rating (BEE) Works without Stablizer Intello Compressor

SIDE BY SIDE REFRIGERATORS Two doors side by side. One side refrigerator and other side freezer with through the door ice / water dispensers. 580 750 litres are available.
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 There are 5 models available in this segment. Refrigerator with TV & Radio is also available. TV-DIOS LG India launched the Worlds First TV Refrigerator TV DIOS with a 13-inch hi-definition TFT LCD TV installed at the center of its door. The 600 litres TV DIOS also has a built-in radio tuner providing access to FM stations and is supported by built-in speakers. It has an astounding silver nano-antibacterial and nano-carbon deodorizing technology

Called as Intellocool refrigerators TARGET: Middle Upper and Upper / premium class people. PRICE: The price range varies between Rs.59900 to Rs.130000 CDV: 4 /5 STAR Rating (BEE) Works without Stablizer Intello Compressor Dispenser

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PROMOTION / MARKETING STRATEGY Like the marketing of FMCG products, LG's marketing was heavily dependent on advertising. Its ad spend to sales ratio at 5-6% of sales was very close to that of FMCG giant HLL. PROMOTION: The campaign, 'Cricket First,' which featured captains of the 14 teams participating in World Cup 2003, highlighted the spirit of cricket with a tagline, 'Captains of Cricket World, for the Captain of Consumer Electronics and Home Appliances.' The company announced that it would spend around Rs 400-500 million on advertising during the World Cup. ADVERTISING: Akshay kumar , the brand ambassador for LG promotes the LG .

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History 1911: founded by Louis Upton 1987: Whirlpool tied-up with Sundaram Clayton Ltd. of India to form TVS Whirlpool Ltd. 1995: Whirlpool Corp. acquired majority of stake in the TVS Whirlpool Ltd. 1996: Whirlpool Washing Machines Ltd. and Kelvinator India Ltd. merged together to form Whirlpool of India Ltd. 2003: A new mission statement of "Everybody creating loyal customers for life" was adopted. 2006: Whirlpool Corporation acquires Maytag and become the Worlds largest white goods company. Whirlpool is transforming into a completely customer-centered company where the customer lies in the core of every of our functions . The transformation is made up of five elements: Market leadership through customer loyalty Innovation Diversity with inclusion and core competencies Passion for customer excellence Operational excellence Whirlpool has swiftly moved from being a World Class Manufacturer to a World Class Marketer using the brand-building framework.

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Vision and mission

Our Vision

Every Home, everywhere, with pride, passion and performance OUR vision rests on the pillars of innovation, operational excellence, customer-centric approach and diversified talent. These are embedded within our business goals, strategy, processes and work culture. Our Mission Everyone, Passionately Creating Loyal Customers for Life Our mission defines our focus and what we do differently to create value. We are a company of people captivated with creating loyal customers. From every job, across every contact, we will build unmatched customer loyalty one customer at a time.

Segmentation of market : The segmentation variables for refrigerator market are Age/ lifecycle stage Marital status: eg: Refrigerator is a very necessary household for newly married people. Social class and income. Occupation : eg: Instant cool feature is convenient for working women families.
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Targeting and positioning : Whirlpool is targeting the women of every Indian families and accordingly it has successfully positioned itself as the best homemaker in the world. The USP for the frost free segment is its 6 th sense cooling system which automatically adjusts the level of cooling .

Products

The products in refrigerator category includes Direct cool : Low range products. Product variants are named as Genius. Frost control : Medium range products. Product variants are named as fusion. Frost free: Premium and high capacity products. Product variants are named as Professional, ice bergs , masterminds and delight.

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 Whirlpool refrigerator Fusion is available in two models which is designed to operate even with an irregular power supply, which is a common problem in many Indian cities. Whirlpool has introduced new Delight frost-free refrigerators in eight models in 230-L, 260-L and 300-L capacities. A unique feature is LED lighting, a white light that is evenly distributed and optimally positioned to enable the contents of the refrigerator to be clearly visible even when it is fully loaded.

Promotional and advertising strategies :

Whirlpool spends six to seven times less in promotion and advertising than the competitors like LG . They have been spending the money smartly. Instead of giving ads every day, they are skewing their ads towards weekends when the customers go to shops and make enquiries. Their ads are frequently coming on days such as Dussehra, Karva Chowth, Dhanteras, etc
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 Also, they have done some smart negotiations with the major dailies and magazines by taking a twelve-month contract and blocking the primary positions like front page or back page. So they deal with competitors with greater muscle power in terms of money through smart buying and smarter planning. Regarding ads. the brand ambassadors are Ajay Devgan and Kajol Strategies for the coming festival season: They are promoting the sixth sense technology which they are saying that a womans sixth sense captured by technology. For the coming Diwali season the message is magic chalao dream home sajao

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SAMSUNG INDIA
Samsung India is the hub for Samsungs South West Asia Regional operations. Responsible for Samsung business in Nepal, Sri Lanka, Bangladesh, Maldives and Bhutan besides India. Headquartered in New Delhi, Samsung India has a network of 20 Branch Offices and 40 Area Sales Offices located all over the country. With a total brand value estimated to be US$10.8billion, Samsung now ranks 25th in BusinessWeek's Top 100 Global Brands Samsung India commenced operations in India in December 1995, today enjoys a sales turnover of over US$ 1Bn in just over a decade of operations in the country. Samsung has been the "fastest growing brand in the world.

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Samsung (2011-12)

Samsung has launched nine new refrigerator models, both frostfree and direct-cool. Samsung, which is the market leader in the over-350 litre frost-free refrigerator segment, is seeking to consolidate its position by launching three new, advanced, feature-rich models in 375 litres, 400 litres and 704 litres in the Indian market. The company currently has a range of 42 frost-free models priced between Rs13,000 and Rs 1.5 lakh. In the direct cool refrigerator segment, the company has extended the category by introducing two new models of 180 litres and 195 litres. Expecting to expand refrigerator channel by 25 per cent this year. Targeting a market share of 18 per cent in the refrigerator segment this year from 15.8 per cent last year. Samsung plans to reach out to more tier-II cities. Showcasing products in 135 cities this year against 120 last year. The South had emerged as a key contributor to the company's overall revenues.
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 The share of Southern sales has gone up from 24 per cent to 31 per cent, equaling the contribution from the Northern States. In a bid to cash in on the growing interest in the South, the company has lined up 11 `Dream Home' road shows in the region this year. The number of `brand shops' would go up by 30 per cent from 82 currently.

Positioning Samsung positions itself as technology leader and not only as a volume player and a price warrior. Strategy is value driven, not price driven. Expecting leadership on the basis of top quality, leading edge technology, priced competitively and backed by strong after sales service," Global CEO Yun Yong's vision: "We want to be the Mercedes of home electronics. The drivers this time at Samsung -- in fact, the company has put these well above the traditional 4 Ps of marketing -- are design and innovation. "Good designs and innovative technology will be the most important differentiator for Samsung from competition "If you are able to deliver the latest technology at an affordable price, the consumer will not be willing to go back to outdated technology How many customers actually pay attention to differentiation on the basis of technological innovations such as Twin Cooling or Silver Nano (for refrigerators), or even one based on design?
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 The sales staff at the showrooms is not able to point out the key differentiators. To tackle this issue, last year, the company started the Samsung Marketing Academy, which conducts regular training programmes to educate the sales forces, shop-owners and company employees on the company's technology and design, how it is different from what competitors are offering, and how to better explain the difference to the consumer. Technology and Innovations Twin Cooling System- uses two independent evaporators that provide optimum level of cooling to the refrigeration compartment and the freezer. The i-Cool System- is an intelligent cooling system with three cold air outlets-at the back and on the right and left sides of the refrigerator interior, resulting in all round cooling action. Silver Fresh Technology- The Silver ions inside the refrigerator, achieve 99.9% removal of bacteria and create the perfect environment to keep food super fresh.

SAMSUNG REFRIGERATORS DIRECT COOL FOST FREE SIDE BY SIDE

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ENRICHING THE RETAIL EXPERIENCE To display Samsung products in a more lifestyle ambience and to communicate the product benefits in a more interactive manner, Samsung India has set up a widespread network of Samsung Digital Worlds, Digital Homes and Digital Plazas all over the country.

The Samsung Brand shop network complements the over 8500 retail points for Samsung products located across the length and breadth of the country. Samsung plans to continue enhancing its penetration levels in the country to reach out to more and more Indian consumers
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Promotions

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Future Scenario With easy availability of finance, emergence of double-income families, fall in prices due to increased competition, government support, growth of media, availability of disposable incomes, improvements in technology, reduction in customs duty, rise in temperatures, growth in consumer base of rural sector, the consumer durables industry is growing at a fast pace. Given these factors, a good growth is projected in the future, too. The penetration level of consumer durables is very low in India, as compared with other countries. This translates into vast unrealized potential.

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REVIEW OF LITERATURE
A market survey is a tool used to gather information about existing or potential customers in a certain market or population. Researchers select a sample of customers from the population. The information from the survey is then used to assess attitudes and beliefs, and in turn predict market behavior, such as buying intentions.

From the study it has been cleared that the consumer durable goods especially the refrigerator industry is growing rapidly and L.G is the best player in this segment. Reason behind it strong promotion policies and schemes and well known brand. The best tool for study is survey method and sampling method and ask the questionnaire from the consumer and dealer is the best instrument.

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The study show that the consumer does not aware about the compressor and they dont ask about the compressor details from the dealer while purchasing refrigerator and compressor is the heart of a refrigerator so customer shoul ask about the compressor details from the dealers.

OBJECTIVE OF THE STUDY

To do a market survey on compressor making industry.

To find out the market share of refrigerator brands.

To know about the features customer wants in refrigerators.

Does the customer ask details about compressor from dealer while purchasing refrigerators?
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Scope of the study

Market survey will help in enhancing the sales skills. It will help to provide the information about refrigerator industry.

It will help to know the consumer preferences on different refrigerator brands. It will help to know about the market share of different refrigerator industry.

It will help to know which one is the leading sales brand in refrigerator industry.
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 It will help to know about how much customer is aware about refrigerator while purchasing refrigerator.

It will help to know about the consumer behavior at market place.

RESEARCH METHODOLOGY
Research Methodology gives the clear cut idea on what the researcher is carrying out his or her research. It is a way to systematically solve the research problem without a proper well organized research plan, it is impossible to complete the project & reach to any conclusion. The project will be based on survey plan. The main objective of survey was to collect appropriate data. Which work as a base for drawing conclusion & getting result.

RESEARCH DESIGN
Research Design selected for this project is exploratory research.
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SURVEY METHOD
Survey Method requires some technical knowledge survey methods most personal in character. Survey Method are best suited for getting primary data. The research obtains information from the respondents by interviewing them.

SAMPLING
It is not necessary to collect the data from the whole universe. A small representatives may serve this purpose.

SAMPLE SIZE
Sample is the device for learning about llarge masses by observing a few individuals. The selected sample 50.

RESEARCH INSTRUMENT QUESTIONNAIRE

Questionnaire is a complied logical sequence of questions directed to a define objectives. It is the outline of what information is required & the framework on which the data is built upon.

TOOLS FOR DATA COLLECTION

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PRIMARY DATA
Primary Data would be collected through questionnaire by directly meeting the customer.

SECONDARY DATA
Secondary Data would be collected from the companys broachers, pamphlets, catalogues & the website.

DATA ANALYSIS & INTERPRETATION

for this purpose i conducted a survey with the sample size of 30. this sample includes the dealers and the retailers in the area of Faridabad. the questionnaire having 13 questions was prepared to obtain the desired information and the method of personnel interview was also adopted for those dealers who were not interested in filling the questionnaire and the data got is then analyzed and following are the results for the same. the starting of my questionnaire with the question Through data analysis i have come to known that L.G is the leading refrigerator brand in India. L.G has captured almost 30% market shar in India and whirlpool is just behind the with 25% market share. Reason
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behind the success of L.G is strong advertising and promotion policies and better after sales service.

Through data analysis I have come to known that L.G is the leading refrigerator brand in india. L.G has captured almost 38% market share in india and samsungl is just behind the L.G with 25% market share. Reason behind the success of L.G is srong advertising and promotion policies and better after sales service. Market share of various brands :

20% 38% 17% 25%

LG SAMSUNG WHIRLPOOL

Why L.G is the leading refrigerator brand? Consumer satisfaction: L.G customer is more satisfied than other brands. Because L.G provides provides better after sales service than other brand.
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which refrigerator brand provides the most beneficial scheme to the customer? On asking that only 17% people were in the favor of other brands and 38% were in the favor of L.G. If any of other brands would provide you attractive scheme then will you go for the brand? 37% people will go for brand and 63% will choose the attractive scheme they will not go for brand. What do you perceive while buying the refrigerator? 31% will perceive brand , 28% after sales service and 41% will go for price. So data analysis shows that the L.G is the leader in this industry. Reason behind the success of L.G is better after sales service, better advertising and communication. L.G spent seven time more than whirlpool on advertisement. And better consumer satisfaction is the major factor behind the success of L.G

Q. Which refrigerator brand provides the most beneficial scheme to the CONSUMER? On asking that only L.G% in whirlpool , 25% in Whirlpool 21% in Samsung

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ang 17% in other brand in provide the beneficial scheme to the consumer .

Q.What is the most acceptable size in compressor now days? The question mainly emphasized on bringing out the most acceptable size of compressor in each segment and thus the results obtained are shown as under.

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Segment Scroll compressor Rotary compressor

Size 5 to 10 ltr. 3 to 50ltr

Q. What is the annual estimated sale of compressor? After taking out the average of the low-end and premium markets the results obtained are that the average annual sales of the premium end market that comprises of 43 dealers and retailers was as under. Annual average estimated sales of Brand Name Rotary compressor Scroll compressor Condising compressor compressor 6192 pieces p.a 5676pieces p.a 6708pieces p.a

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Q. How many customer is aware about compressor & know about com pressor? Through survey I found only 3 to 4 customer is aware about compressors . They dont ask about the details of compressor. And some Retailers also does not know about the technical details of compressors.

Q6. If any of other brands would provide you attractive scheme then will you go for the brand? 37% people will go for brand and 63% will choose the attractive scheme they will not go for brand.

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Q7..What do you perceive while buying the refrigerator? 31% will perceive brand, 28% after sales service and 41% will go for price. So data analysis shows that the L.G is the leader in this industry. Reason behind the success of L.G is better after sales service, better advertising and communication. L.G spent seven time more than whirlpool on advertisement. And better consumer buying is the major factor behind the success of L.G

Findings
Customers are not aware about the compressors. Customer does not ask about the compressor details. Dealer does not provide the information about compressor L.G is the biggest player in refrigerator industry.
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 Customer basically considered price and brand while purchasing refrigerator. Customer does not talk to the salesperson comfortably and softly.

Limitation of the study

It needs some technical knowledge to do survey on compressor & refrigerator which is not easy for a non-technical background person. Customer does not provide his/her clear opinion on refrigerator brands.

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 It is very hard to find out the dealer of compressor in Faridabad city. Dealers and retailers do not provide the much information about compressor.

Customer does not prefer to ask about the compressor details while purchasing refrigerator. Dealers of refrigerator does not have much knowledge about compressor so how they could provide details to the customer.

SUGGESTION

The companies should come up with some attractive schemes to attract more

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 The Company should send their representatives to contact personally to the customers to avoid any communication problems The Company should give more Attention to all the segments. The companies should work on promotional efforts to increase the awareness of the consumers.

The company should provide the refrigerator with good features at reasonable price because Indian customer considered the price while purchasing refrigerator.

CONCLUSION
The refrigerator market has had a perceptible shift from a sellers market to buyers market with a variety of choices. Players will have
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to

complete on various fronts viz pricing, technology, product

design, productivity, after sales services, marketing & distribution. In short term market shares of individual manufactures are going to be sensitive to capacity, product acceptance, pricing & competitive pressures from other manufactures. As incomes grow and people feel the need to own a private means of transport, sales of refrigerator will rise. Penetration is expected to increase to approximately to more than 25% by 2012. The refrigerator segment will continue to lead the demand for refrigerator in the coming years. The study was conducted in order to find out answers of many questions like awareness about neeraj dixit, best promotional media, impact of advertisement on people and opinion about advertisement. Taking these questions a questionnaire was prepared in order to collect information\ data regarding these queries. Researcher carried out the survey .Considering one thing in mind that questionnaire is to be filled by people who are users of refrigerator (any) and those who are willing to buy the any company. The research was carried out in the best possible manner to collect data for relevant use and to find out answers to questions which were considered before preparing the questionnaire. The advertisement people comes to know that whirlpool ,Samsung ect. Is entering into a new era. The advertisement was popular among the people & when we show the cuttings of the advertisement that were taken from the news-papers &
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magazines the respondents were able to recognize

them. The

advertisement creates an excitement among the people that is doing something different in the automobile world. From the survey we comes to know that there are also missing of advertisement through the posters , hoardings & radio which can be prove helpful for proper recognition.

QUESTIONNAIRES
1) Have you ever heard about Tecumseh? A. Yes.. B. no
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2) While purchasing refrigerator which parameter influences you most? A. Price. B. features c. brand.. d. service.

3) Would you ask about compressors details while purchasing refrigerator? A. YES. B. NO.

4) Which one is the leading refrigerator brand? A. SAMSUNG.. B. WHILPOOLC. L.G. D. GODREZ.

5) Awareness about the compressor brand in the market? A. FULLY AWARE.. B.LESS AWARE. C. UNAWARE..

6) How did you come to know about the models of the refrigerators? A. NEWSPAPER. B. INTERNET C. T.V. D. THROUGH FRIEND..

7) Better after sales service provided by the refrigerator brands? A. SUMSUNG. B. L.G.C. WHIRLPOOL..D. GODREZ. 8) Do you know how government provide star rating on refrigerates?
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A. YES.. B. NO

9) Rating customer will provide to the Tecumseh on the basis of his experience? A. EXCELLENT.. B. GOOD. C. AVERAGE.D. BAD

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BIBLIOGRAPHY

www.whirlpoolindia.com/product_details. www.videoconworld.com http://www.consumerpsychologist.com) http://en.wikipedia.org/wiki/Refrigerator http://en.wikipedia.org/wiki/Preference www.slideshare.com www.scribd.com www.Tecumseh.com

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