SYNOPSIS On

STUDY OF CONSUMER SATISFACTION IN TV PRODUCTS OF SAMSUNG AND LG

In the partial fulfillment of the degree of

POST GRADUATE DIPLOMA BUSINESS IN MANAGEMENT

SUBMITTED TO: BY: IMT CDL 1021000181

SUBMITTED ANKUR GUPTA PGDBM-FINAL YEAR ROLL. NO.:

Study Centre : IMT-02 Ghaziabad

INSTITUTE OF MANAGEMENT TECHNOLOGY

GHAZIABAD

STATEMENT OF PROBLEM

Till the early nineties in the area of marketing whole effort was focused on fine tuning of the four 'P's : product, price, place and promotion. It was only in the early nineties that a few marketers began realizing that companies basically existed to serve consumers - and that the consumer did not exist merely to buy a company's products.

Samsung and LG both are the big name in the TV product manufacturing company from South Korea. Both are equally strong, global company, and more or less with equal presence in Indian market. So it will be quite rational to compare these two brands.

Issue to be address:

Determining the factors affecting the consumer satisfaction.

What is the magnitude of those factors regarding the consumer satisfaction?

Research project aims: The overall purpose of this work is to analyze the level of satisfaction of consumer of Samsung and LG.
To develop insight about the factors involved in consumer satisfaction related to TV

product in the transition phase of globalization.

OBJECTIVE:
The research will provide an invaluable opportunity to conduct a research and practicing the theoretical knowledge while perusing MBA and examining them against the ground realities. For me, being Marketing specialization student it will provide me a golden opportunity to gain first hand information in depth knowledge about consumer behavior and issues related to consumer satisfaction. Tentative method of Research: For this research I am concentrating on developing questionnaire and retrieving information. Apart from it I will also use secondary data, mainly taken from journals, newspapers and Internet will also be taken into account. Potential problems: Reluctant ness of prospective subject to give time for filling questionnaire. Financial and time constraints are making me to compromise to some extent. The project A study of consumer satisfaction will be based on the Samsung consumer satisfaction. What are the factors that affect the consumer satisfaction? What is the magnitude of those factors regarding the consumer satisfaction?

RESEARCH METHODOLOGY
SOURCES OF DATA
There are basically two source of Data Collection

1. Primary Source
Primary collected data are fresh data which is being collection 1st time for the research process. There are two main methods of collecting Primary Data namely: observation and communication. Observation is one of the methods of collecting data. It is used to get both past n current information. There are basically two types of observation method i.e. Questionnaire and Survey.

2. Secondary Source
Any data which have been gathered earlier for some other purpose are secondary data. In the hands of the marketing researcher. A major advantage in the use of secondary data is that it is for far more economical, as the cost of collecting original data is saved. There are two major source of collecting secondary data which are further divided into different sub parts.

a. Internal . Accounting records . Sales force report . Miscellaneous report

. Internal experts

b. External . Government publication (Regular & Ad hoc) . Non-Government publication (Industry and trade association & Universities)

For this research process we are suggesting Questionnaire method for more accurate result of our survey

Survey and Data Collection:

Primary data was collected through formal structured questionnaires, which were administered personally. The structured format ensured greater control over responses and facilitated easy tabulation, editing and analysis. Steps involved in this process are as follows:

First step was the literature review about the research topic and then the preliminary proposal was prepared. For all this inter net, news paper were explored.

Then, questionnaire for the interview was prepared. It was the most critical and important phase. The whole research and it relevance was based on the right questionnaire.

The next step was to interview.

Then, all data gathered was sorted, compiled and arranged for analysis.

The next step was testing the hypothesis. Since sample size was small independent so I chose the t-test for testing the hypothesis.

SAMPLING DESIGN
Single stage Non-random convenience sampling was undertaken to obtain information promptly and inexpensively. The sample size of 40 was taken. The respondents were contacted mainly at their home and the questionnaire was administered by me in person and the doubts regarding questions were cleared.

Method of Analysis and Interpretation

Microsoft Office was used during project for analyzing the results and preparing graphs, which were prepared especially for the survey, Microsoft Word was used for designing the Questionnaire and Microsoft Excel was used for analysis of data gathered. Data was recorded on regular basis and the results were obtained at the end from which inferences were drawn. In order to minimize the error in result and obtaining result in tabular and systematic manner, I had used computer.

Method of hypothesis testing My sample size was small (n < 30), independent and equally populated mean. For the hypothesis testing t-test was used as statistical tool. A t-test can be used for comparison of two population means in order to establish whether there is any significant difference between two population means, provided the following conditions are met: 1. Each population is approximately normally distributed. 2. Sample size taken from each population is small (n < 30), but sample do not have to be equal in size. 3. The two samples are independent (unrelated).

TYPES OF SAMPLING:-

1. RANDOM SAMPLING 2. NON-RANDOM SAMPLING Random Sample: random sampling method is any method of sampling that utilize some type of random selection is the most important type of sampling. a ransom sample allows a known probability to each unit when being selected. such sampling is very commonly used in lotteries and raffles. for ransom selection the researcher has to assure that the different units in the population have equal probability of getting selected. for this now a days one uses computer for generating random number for random sampling. Non Random Sampling : This type of sampling does not include any basis for estimating the probability of including units of population in the sample. the units of population are selected deliberately assumed to adequately present the population.

SAMPLING SIZE
Universe: Sahibabad, Ghaziabad. Population: consumer of white goods movers across Sahibabad and Ghaziabad in Uttar Pradesh. Sample Size: A sample size of 40 has been taken for this study. 20 consumers for LG and 20 consumers for Samsung. The key determinants of the sampling universe are: o Consumers feedback o Self Generated responses o Existing and well informed Universe

COMPANY PROFILE

SAMSUNGS BEGINNINGS On March 1, 1938, founding

chairman Byung-Chull Lee started a business in Taegu, Korea with

30,000 won. At first, Mr. Lee's little business was primarily in

trade export, selling dried Korean fish, vegetables, and fruit to Manchuria and Beijing. But in just over a decade, SAMSUNG - meaning literally "three stars" in Korean - would have its own flour mills and confectionery machines, its own manufacturing and sales operations, and ultimately become the roots of the modern global corporation that still bears the same name today.

Samsung Electronics Co., Ltd. is a Korea-based company specialized in the provision of communication products. The Company operates its business through four business divisions: digital media division, information and communication division, semiconductor division and liquid crystal display (LCD) division. Its digital media division provides televisions (TVs), videocassette recorders (VCRs), camcorders, digital versatile disc players, digital audio players, digital set top boxes (STBs), home theaters, audios and home appliances such as air conditioners, refrigerators, washing machines, microwave ovens and others. Its information and communication division provides computers, moving picture experts group audio layer 3 (MP3) players, mobile phones and others. Its semiconductor division offers memory chips, hard disc drives (HDDs) and others. Its LCD division offers thin film transistor (TFT) LCD modules and others. From its inception as a small export business in Taegu, Korea, SAMSUNG has grown to become one of the world's leading electronics companies, specializing in digital appliances and media, semiconductors, memory, and system integration. Today Samsungs innovative and top quality products and processes are world recognized. This timeline captures the major milestones in Samsungs history, showing how the company expanded its product lines and reach, grew its revenue and market share, and has followed its mission of making life better for consumers around the world.

2000-PRESENT PIONEERING THE DIGITAL AGE

The digital age has brought revolutionary change and opportunity to global business, and SAMSUNG has responded with advanced technologies, competitive products, and constant innovation.

At SAMSUNG, we see every challenge as an opportunity and believe we are perfectly positioned as one of the world's recognized leaders in the digital technology industry.

Our commitment to being the world's best has won us the No.1 global market share for 13 of our products, including semiconductors, TFT-LCDs, monitors and CDMA mobile phones. Looking forward, we're making historic advances in research and development of our overall semiconductor line, including flash memory and non-memory, custom semiconductors, DRAM and SRAM, as well as producing best-in-class LCDs, mobile phones, digital appliances, and more.

ANALYSIS AND DATA INTERPRETATION

RESEARCH PROCESS In our research, our Research process consist of action or steps necessary for effective carry out research and the desired of these steps1. Formulating the research problem- the best way of understanding the problem is

to discuss it with ones own colleagues or with those having some expertise in the matter.
2. Extensive literature survey- after formulating the problem a brief summery of its

should be written down. at this function research should undertake extensive literature survey concerned with the problem
3. Development of working hypothesis- after extensive literature survey, researcher

should state in clear terms the working hypothesis.

4. Preparing the research design- the research problem has bee formulated in clear

cut terms. The researcher will be required to prepare a research design. Basically there are three types of research design. Exploratory research design. Descriptive research design. Hypothesis testing design.

5. Determining the sample designs- all the items under consideration in any field of

inquiry constitute a universe or population. There are two types of sampling method are used to design sample. random sampling non random sampling

QUESTIONNAIRE
Name of the respondent: _________________________ Brand using: Gender: Annual Income: Mob / Telephone no:Location: Age: Occupation:

1. How do you see the complaint handling of the brand?

Excellent 1

Very Good 2

Good 3

Fair 4

Poor 5

2. Did you find that picture quality which you are looking for?

100% 1

80% 2

60% 3

40% 4

Not at all 5

3. Since when have you been using this brand? Last 5 years or above 1 Last 3 years Last 2 years or above 3 Last 1 year Last 6 months or above 4 or above 5

or above 2

4. How many white goods product of this brand you are using? Three or more 1 Two 2 One 3

5. Do you intend to buy a new white goods product of this brand with in next six months?

Definitely Will buy 1

Probably will buy 2

Undecided

probably will definitely will not buy not buy 5

6. Do you think the products of this brand are worth for money?

100% 1

80% 2

60% 3

40% 4

Not at all 5

7. How is your experience with this brand?

Excellent
1

Very good
2

Good
3

Fair
4

Poor
5

BIBLIOGRAPHY

The majority of the project has been primarily our own research, findings and endeavor. Wherever the support of the Internet and books has been taken, the name of sites and books used are as mentioned below: -

Business research methodology C.R. Kothari

Marketing research An applied orientation (4th edition) -Naresh K. Malhotra

Marketing Management (11th edition) Philip Kotlar

www.samsung.com www.lg.com www.google.co.in

CHAPTERIZATION SCHEME
1. Introduction about Company

Company Profile and Structure Performance Products

2. Research Design/Design of the Study Statement of Problem Objective of Study Methodology and Sampling Source of Data Sampling Design Type of Sampling Sample Size Sample Unit Tools for data collection Field work

3. Analysis and Data Interpretation 4. Finding and conclusion 5. Recommendation and suggestion 6. Annexure

7. Bibliography