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Consumer Buying Behavior & Parameters of

Brand Recall Value and its influence on the


profitability in Consumer Durables (Segment:
Color TV) LG Vs Others

Name : Pallavi Goyal


Roll no. : 38
Course : MBA-FMRM

Executive Summary
Before the liberalization of the Indian economy, only a few companies like Kelvinator, Godrej,
Allwyn, and Voltas were the major players in the consumer durables market, accounting for no less
than 90% of the market. Then, after the liberalization, foreign players like LG, Sony, Samsung,
Whirlpool, Daewoo, and Aiwa appeared. Today, few of these players control the major share of the
consumer durables market.
Consumer durables market is growing very fast because of rise in living standards, easy access to
consumer finance, and wide range of quality choice, as many foreign players are entering in the market.
With the increase in income levels, easy availability of finance, increase in consumer awareness, and
introduction of new models, the demand for consumer durables has increased significantly. Products
like washing machines, air conditioners, color televisions (CTVs) are no longer considered luxury
items. Consumer durables sector is characterized by the emergence of MNCs, exchange offers,
discounts, and intense competition. The market share of MNCs in consumer durables sector is 65%.
MNC's major target is the growing middle class of India and increasing floating population. MNCs
offer superior technology to the Consumers whereas the Indian companies compete on the basis of firm
grasp of the local market, their well-acknowledged brands, and hold over wide distribution network.
However, the penetration level of the consumer durables is still low in India".

Questionnaire
Q.1 What is your age group?
Option
20-25 yrs
25-30 yrs
30-35 yrs
40-45 yrs
45 yrs and above

Age Group
% Respondent

Q2. Gender
Option
Male
Female

Gender
% Respondent

Q3. Monthly Income:


Option
Rs 10k Rs 20k
Rs 20k Rs 30k
Rs 30k Rs 40k
Rs 40k Rs 50k
Rs 50k and above

Monthly Income
% Respondent

Q4.Which brand of electronics are you currently using?


Option
BPL
LG
Sony
Panasonic
Videocon
Samsung
Sharp
Onida
Others

Brand Of Color T.V.


% Respondent

Q5. When you think of color T.V. which brand name strikes to your mind?
Option
BPL
LG
Sony
Panasonic
Videocon
Samsung
Sharp
Onida
Others

Brand Of Color T.V.


% Respondent

Q6. Which type of T.V. are you having?


Option
Conventional T.V.
Flat T.V.
LCD T.V.
Plasma T.V.
Ultra slim T.V.

Type of color T.V.


% Respondent

Q7.Do you have multiple TV units?


Options
Yes
No

No. of T.V. Sets


% Respondent

Q8. How old is your T.V. set?


Options
0 3 yrs
4 6 yrs
7 9 yrs
10 12 yrs
13 yrs and above

No of Years
% Respondent

Q9.What features would you like to have in your T.V.? (descriptive question)
Q10. A)Which Brand of color T.V is best in terms of Price?
Options
Samsung
LG
Onida
Vediocon
Sony

Price
% Respondent

B)Which brand of color T.V. is best in terms of clarity?


Options
Samsung
LG
Onida
Vediocon
Sony

Clarity
% Respondent

C)Which brand of color T.V is good in terms of sound quality?


Options
Samsung
LG
Onida
Vediocon
Sony

Sound Quality
% Respondent

D) Which brand is best in terms of durability?


Options
Samsung
LG
Onida
Vediocon
Sony

Durability
% Respondent

E) Which brand of color T.V. is best in terms of performance?


Option
Samsung
LG
Vediocon

Performance
% Respondent

F)Which brand of color T.V. is best in terms of the after sale service?
Option
Samsung
LG
Vediocon

After Sale Service


% Respondent

Q11. Will you buy the same company which you are currently owning?
Options
Yes
No

Same company
% Respondent

Q12. From where would you collect data / information about new color T.V. set?
Options
Friends
Showroom survey
Newspaper/ Magazine
Internet
T.V. Commercial
Others

Information processing
% Respondent

Q13. What would you take into consideration while making buying decision?
Options
Price
Quality
Features Offered
Style
Latest Technology
After sale service
Gifts Offered
Brand

Factors
% Respondent

Q14. Would you take in to consideration family members opinion?


Options
Yes
No

Family members opinion


% Respondent

Q15. Whose opinion will matter you most?


Options
Friends
Parents
Spouse
Children
Salesman
Others

Opinion
% Respondent

Q16. From where would you prefer to buy your color T.V. set?
Options
Company Showroom
Electrical mall
Local Vendor
Exhibition
Multi Brand Showroom

Purchase Point
% Respondent