A STUDY ON

“A STUDY ON CONSUMER DURABLE MARKET FOR SAMSUNG

ELECTRONICS LTD AT BANGALORE”

Synopsis submitted in partial fulfilment of the requirements for the award of the Degree of

MASTER OF BUSINESS ADMINISTRATION

OF
BANGALORE UNIVERSITY

Submitted
By
Mr. YATHISHA S M
Reg. No: 18AUCMD046
Under the Guidance of
Dr. A B. NAGARAJ

(Associate professor)

COMMERCE AND MANAGEMENT

GOVERNMENT FIRST GRADE COLLEGE

HAMPINAGARA, VIJAYANAGARA, BANGALORE.

2019-2020
INTRODUCTION
Indian Consumer durables market used to be dominated by few domestic players like
Godrej, Voltas, Allwyn and Kelvinator. But post liberalization many foreign companies
have entered into Indian market dethroning the Indian players and dominating Indian
market the major categories being CTV, REFRIGRATOR, MICROWAVE OVEN and
WASHING MACHINES.

India being the second largest growing economy with huge consumer class has resulted in

consumer durables as the fastest growing industries in India. LG, SAMSUNG the two Korean

companies have been maintaining the lead in the market with LG being leader in almost all the

categories.

The rural market is growing faster than the urban market, although the penetration level is much

lower .The CTV segment is expected to the largest contributing segment to the overall growth of

the industry. The rising income levels double-income families and consumer awareness were the

main growth drivers of the industries.

TITLE OF THE STUDY

“A ORGANISATIONAL STUDY ON CONSUMER DURABLE MARKET FOR

SAMSUNG ELECTRONICS LTD AT BANGALORE”

IMPORTANCE OF THE STUDY

Evolution of consumer durables sector marked from pre-liberalization period with closed market,
increased product availability, increased media penetration and advertisements. The growing
importance of consumer durable goods among Indian consumers is a good indicator of high
growth rate of this sector.

NEED OF THE STUDY

 Consumer durable test Plays a key role in company success.
 Without the consumer durable market study, company will not perform
well and it is very difficult to reach the company goals and objectives.
 This study is undertaken to measure the durable level of consumer in Samsung
company.

OBJECTIVES OF THE STUDY/Purpose/Scope//Terminus

 To find number of brands of consumer durable in bangalore district.

 To study brand preference of consumer for consumer durable goods..

 To find most important parameter for selection of brand of Colour television,

Refrigerators, Washing machine, DVD, Microwave oven.

 To study profit margin of major brands in consumer durable.

SCOPE OF THE STUDY

This project gives us great exposure to the consumer durable market because it includes product
knowledge and field survey job in which we visited the consumer durable stores in Bangalore.
The study aims at focusing study on purchase behaviour of consumer durable goods in Bangalore
district. Researcher limits its scope to selected consumer durable such as air conditioners,
refrigerator, television, washing machine. Hence it is necessary to concentration consumers
perception , consumers pre-purchase and post-purchase behavioural activities.

RESEARCH METHODOLOGY
Type of Research Methods to be used
i. Exploratory/Observative

Case study

ii. Data Collection:

This report was prepared after collecting data from the retailers/ dealers and past data was

arranged from the various studies conducted in last few years and various other records of

company.

Primary Data:

These data were collected by personal interview with retailers/ dealer. For this purpose

questionnaires were prepared in such that all necessary data would be collected.

Secondary Data:

Information regarding the project, secondary data was also required. These data were collected

from various past studies and other sources of the company.

CHAPTER SCHEME:

Chapter I: Introduction
This chapter will introduce the topic of the study and its importance. It gives a bird’s eye view
about the Topic of study, it also provides a background for the study.

Chapter II: Literature Review

This chapter will deal with the study of research papers and projects done by various researchers
to identify the research gap and to make a study about such gaps.

Chapter III: Research Design & Methodology

This chapter will deal with the research designs adopted for the study. It includes the type of
research, Sampling technique, sample size, data gathering, data source, and tools to be used for
hypothesis.

Chapter IV: Data Analysis and Interpretation

This chapter covers the analysis and the interpretation of the data..

Chapter V: Summary of Findings, Suggestions and Conclusion

This chapter will deal with the observations, findings that would be arrived after the study, also
the suggestions and recommendations that would be found after studies are undertaken and
conclusion will be given.

References and Bibliography

BOOKS:
1. “Market research and consumer behaviour” , S Sumanth, P Saravanavel .
 2. “Study on Consumer behaviour” ,S Ramesh kumar, pearson publication.
3. “Consumer behaviour on consumer durable” , lap lambert, academic publishing.
4. “Consumer behaviour” , gurpreet kaur chhabra, pearson publication.

WEBSITES
 http://www.samsung.com/in/aboutsamsung/index.html
 http://www.samsung.com/in/aboutsamsung/corporateprofile/index.html
 http://www.samsung.com/in/aboutsamsung/corporateprofile/history.html

Signature of the project guide Signature of the student