Beruflich Dokumente
Kultur Dokumente
INTRODUCTION
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 Color 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, Color Televisions, Air Conditioners, Refrigerators, Microwave Ovens Color
Monitors.
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.
Chapter - 2
OBJECTIVES OF THE STUDY
The primary objective of the study is to known about the consumer behavior towards the
purchase of LG television.
To know the popularity of LG television in Moradabad city.
To know the market share of LG television in Moradabad city.
To know the satisfaction level of current user of LG television.
Chapter - 3
SCOPE & IMPORTANCE OF THE STUDY
The electrical goods are those goods which already exist in the market.
6
Because without it, it is not possible that anybody can survive with his/her life. We define scope
of Moradabad region. Scope is a very broad term. The customers purchase the electrical
appliances through market, exhibition, and showroom for fulfillment of needs.
This report analyzes the markets for Electric Household Appliances in Thousand Units by the
following Segments:-Major Electric Household
Household.
Appliances (Blenders, Bread Makers, Broilers, Can Openers (electric), Coffee Makers,
Electric Knives, Food Choppers, Food Processors, Irons, Mixers, Toaster Ovens, Toasters,
Waffle Irons, & Miscellaneous Small Electric Household Appliances). The report provides
separate comprehensive analytics for the Moradabad.
This report is prepared in Moradabad region with the help of owner and customer.
It defines the marketing strategy (product, price, place, promotion) of LG.
CHAPTER - 4
COMPANY PROFILE
Growth trend of LG
Vision of the company
Strategy of the company
Milestones
Awards
Growth trend of LG
Hyderabad, June 23 For South Korean consumer electronics major 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, according to Mr Moon B.
Shin, Managing Director. We are 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.
Samsung
whirlpool
Sony
Philips
Onida
Voltas
kenstar
10
11
12
LG Electronics vision for the 21st century is to become a true global digital leader through
fast growth and fast innovation and to be known as a company who can make its worldwide
customers happy through its innovative digital products and services. LG Electronics has set its
mid-term and long-term goal to rank among the top 3 electronics, information, and
telecommunication firms in the world by2010. We aim to utilize our core capabilities of product
leadership, market leadership and people leadership and enhance our corporate culture of team
work and fun workplace to achieve our mission of becoming 2 by 10, that is, double our sales
volume and profit by year 2010.
LG BRAND
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The values
The values are derived from the heart of LG
Corporate founding principles
Management
Philosophy
Values
We are honest and responsible. We always keep the promises we make to our customers in
our bid to become the worlds most trusted brand.
Innovation
We provide the most innovative products and services. Our innovations are made not for
technologys sake, but for our customers benefit. From the most basic features to the most
sophisticated technology, our products are designed to give our customer substantial value.
(Technology for customers not for engineers)
People
Respecting and caring for our customers is the driving force behind our philosophy in
human-centric product development. Respecting and caring for our employees make this a
reality.
Passion
We are very passionate about providing products and services that satisfy the unmet needs
of the customers, as well as those potential needs of customers which they have yet to recognize.
Positioning Statement
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LG strives to enhance the customers life (and lifestyle) with intelligent features, intuitive
functionality, and exceptional performance. Choosing LG is a form of self-expression and
self-satisfaction. Our customer will take pride in owning the amazing and take comfort in
knowing he/she made a smart, informed decision.
Brand Platform
The LG brand comprises four basic elements: Values, Innovation, People, and Passion.
To achieve this, we have embraced the idea of Great Company, Great People, recognizing
that only great people can create a great company.
MILESTONES
1958
GoldStar (todays LG Electronics) established
16
1959
Koreas first radio produced
1962
Radio exported to the US and Hong Kong as Koreas first
1965
Koreas first refrigerator produced
1966
Koreas first black & white TV produced
1968
Koreas first air conditioner produced
1969
Koreas first washing machine produced
1974
GoldStar Communications went public
1977
Color TV produced
1978
Exports surpassed US$100 million, a first for Koreas electronics industry
1980
First EU sales subsidiary in Germany (LGEWG) established
1982
Color TV plant established in the US in Huntsville, Alabama
1984
Sales surpassed 1 trillion Won
1986
17
1989
Sales subsidiary and a joint production subsidiary established in Thailand
1990
Ireland-based design technology center established
1993
With the establishment of Huizhou subsidiary in China(LGEHZ), marketing in China took full
swing
1995
Company name changed to LG Electronics and US-based Zenith acquired
1997
40-inch Plasma TV and the worlds first IC set for DTVs developed India production subsidiary
(LGEIL) established
1998
Worlds first 60-inch Plasma TV developed 1999 LG.Philips LCD established
2000
LG Information & Communications merged The worlds first Internet-enabled refrigerator
launched Global sales of refrigerators reached the number one position
2001
Asynchronous IMT-2000 equipment commercialized the worlds first Internet enabled washing
machine, air conditioner, and microwave oven launched LG.Philips Displays, a joint venture
with Philips established
2002
Under the LG Holding Company system, the Company spun off to LG Electronics (LGE) &
LG Electronics Investment (LGEI) The first home network system commercialized in the
global market
2003
Worlds first synchronous-asynchronous IMT-2000 mobile phone developed The worlds first
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76-inch Plasma TV developed CDMA mobile handsets took the largest share in the US and
world CDMA market Launched the worlds first Super Multi DVD Rewriter
2004
EVSB, the next-generation DTV transmission technology, chosen to be the US/Canada DTV
transmission standard by the US ATSC All in-one LG 55-inch LCD TV, the worlds first and
largest among LCD
TVs, commercialized The worlds largest and first 71-inch Plasma TV commercialized The
worlds first terrestrial DMB phone developed Developed Wireless Speaker Home Cinema
System
2005
The worlds first DMB notebook commercialized The worlds slimmest TV commercialized The
worlds largest 102-inch Plasma TV developed LG and Nortel Networks agreed to establish a
joint
venture for telecommunication network equipment Satellite-based DMB phone commercialized
The largest share seized in the global CDMA market
2006
Launched the LG Shine, the second handset in the Black Label Series Globally launched the
steam washing machine and interactive TV refrigerator Developed the worlds first 100-inch
LCD TV Launched the worlds largest Full HD 102-inch Plasma TV (1080p) Developed the
worlds first dual-format high-definition Disc
Player& Drive
2007
19
Date
Date 11-JUL-07
: 12-JUL-07
LG launches
presents 5
Indias
mega-pixel
first Bluetooth
GSM handset
enabled
KG
car
920
audio system
Enables
Innovative
user
Twist
to share
& Slim
audio
design
files -180
from laptops
rotatingand
camera
mobiles
First
4x zoom,
car audio
videoever
recording
which at
can
30double
frames/sec
up asand
a hands-free
much more
device for cell phones
Date: 20-JUL-07
LG Electronics completes a successful H1 2007
Achieves 20% average growth over H1sales turnover in 2006
Succeeds in further building India as an export hub with 50% growth over last year
Date: 30-AUG-2007
LG set to dazzle India with Shine
Launches Indias first full metal-bodied phone from the premium Black Label
mobile phones
Target to be amongst the top 3 players in the premium handsets category in India
Targets growth of 150 % by first quarter of 2008
series of
Date: 04-SEP-2007
LG Electronics launches the New Slim TV-BLACK IRIS
30% slimmer in volume & 390 mm in depth compared to other Normal Flat TV picture tubes
New Hot & Cold finish offers high quality glossy and durable finish.
Date: 18-SEP-2007
LG Unveils Indias first ever Digital USB Plus TV A technological
Marvel
Enables users to enjoy digital music, photos and movies directly from other digital devices, such as
Multimedia cards, USB thumb drive,MP3 player, PCs, iPod, Cameras, Handy cams etc
Targets to further consolidate its market leadership in the CTV segment by aiming for 30% by
20
2007 year end
Date: 09-OCT-2007
LG Unveils Pearl Black LCD series in the Indian Market
Date: 24-OCT-07
LG Electronics Bags prestigious ESC Award for Export Excellence in
2005-06
Date: 24-DEC-07
Launches its first 5 mega pixel camera phone
Viewty boasts several world first features such as fastest recording speed and
functionality
Targets growth of 200% by 2008
optimum
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.
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Award Name
Awarded By
Year
A&M Magazine
A&M Magazine
A&M Magazine
199
8
199
9
A&M Magazine
Business World
Computer World
ESC2001
Best Employer
Best Employer
Entrepreneur of the year
Gold Rating for Environmental
Performance
No. 1Awareness Award.
200
0
200
1
200
2
200
3
Business Today
CETMA
EFY
Business Today
DIGIT/Jasubhai Digital
Media
Electronics for You
VAR India
200
4
200
5
ICICI Bank
CNBC TV 18
EFY
MID DAY
V&D
V&D
RASBIC
CETMA
200
6
Chapter 5
Product Profile
Consumer electronics
Home appliances
Computer product
Mobile phone
PRODUCT LINE OF LG
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Consumer Electronics
Home Appliances
Computer Products & Mobile Phones
Product Line:
Main Products
LCD TV , Plasma Display , Display Panel, Color Television, Home
Theatre System, Music system, DVD Recorder/Player, MP3 & MP4
Player
Room Air Conditioner, Commercial Air Conditioner , Refrigerator,
Washing Machine, Dishwasher, Microwave, Vacuum Cleaner
Computer
Products
Mobile Phone
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Consumer Electronics
Plasma Display:
LCD TV:
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Pearl Black
Model: 47LB9
-Size: 47 (119 cms)
-MRP: Rs 150000
-Designer series
-10000:1 Dynamic Contrast Ratio
-TruM 5 millisecond response time
-Spectabright 600 cd/m2 brightness
-XD Engine
-Simplink
Color Television:
Slimagic TV
Flatron TV
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Home Appliances
ROOM AIR CONDITIONER
Split Invertor AC
Split Art Cool AC
Floor Standing AC
Multi Split AC
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COMMERCIAL AC
Ductable Type AC
Cassatte Type AC
Multi V Plus (VRF)
MPS
ECO
REFRIGER ATOR
Side by Side Refrigerator
Frost Free Refrigerator
Direct Cool Refrigerator
WASHING MACHINE
Dish Washer
Washer Dryer
Front Load Washing Machine
Top Load Washing Machine
Semi Automatic Washing Machine
MICROWAVE OVEN
Solardom Microwave
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Convection Microwave
Grill Microwave
Solo Microwave
VACUUM CLEANER
Vacuum Cleaner
COMPUTER PRODUCTS
Notebook PC
Desktop PC
Monitor
Optical Storage Device
Laptops
Tablet
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MOBILE PHONE
Viewty
Shine
Dynamite
Pulse
Bullet
30
Chapter - 6
RESEARCH METHODOLOGY
RESEARCH METHODOLOGY
Introduction of the problem: CONSUMER BEHAVIOR TOWARDS LG
TELEVISION.
Research design:
Research design is simply the framework or plan for a study, Used guide in
collecting and analyzing data. For the study: for conducting the research I selected the Descriptive
research design.
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Descriptive research design: Descriptive research is also called Statistical Research. The main goal of
this type of research is to describe the data and characteristics about what is being studied. The idea
behind this type of research is to study frequencies, averages, and other statistical calculations. Although
this research is highly accurate, it does not gather the causes behind a situation. Descriptive research is
mainly done when a researcher wants to gain a better understanding of a topic. that is, analysis of the past
as opposed to the future.
1.
I.
Sampling design:
Population:
Moradabad
II.
Sample size:
The sample size of the report is 100 customers.
III.
Sampling method:
Convenience
In contrast, a random sample is one where the researcher insures (usually through the use of random
numbers applied to a list of the entire population) that each member of that population has an equal
probability of being selected. Random samples are an important foundation of Statistics. Almost all
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of the mathematical theories upon which Statistics are based rely on assumptions which are consistent
with a random sample. This theory is inconsistent with data collected from a convenience sample.
For the study: In this report non probability convenience sampling is used to conduct a research.
Observation Method
Interview Method
Questionnaire Method
Primary data:
The primary data are those which are collected afresh and for the first time, and thus
happened to be original in character. There are several methods of collecting primary data
particularly in surveys.
For the study: Questionnaire method is used for collecting the data while conducting the research.
Secondary data:
The secondary data are those which have already been collected by someone and which have
already been passed through the statistical process. Secondary data may either be published data
or unpublished data.
For the study: Internet is used for collecting the data while conducting the research.
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Chapter 7
DATA ANALYSIS AND INTERPRETATION
34
Response
No. Of Respondents
Percentage
Yes
95
95
No
Total
100
100
INTERPRETATION
35
From the survey it was found that 95% of homes are having television and 5% may go
Source
Of InformationNo.No.
Respondents
Company
Of Of
Respondents
Percentage
Percentage
ADVERTISEMENT
LG
44 18
4441
ONIDA
FRIENDS
19 11
1925
VIDEOCON
RETAIL
OUTLETS
15 12
1527
22
22
7
100
Other
OTHERS
Total
100
TOTAL
44
100
INTERPRETATION
From above data it was found that 44% of homes are having LG TV 19% are using Onida, 15%
are using Videocon and 22% using other brands.
36
Model
No. Of Respondents
Percentage
No. Of Respondents
Percentage
QUALITY
L G FLATRON
23
16
36
L GPRICE
GOLDEN EYE
18
11
41
25
L G LCD
02
14
32
OTHERS
01
2.5
TOTAL
44
BRAND IMAGE
OTHERS
03
TOTAL
44
52
4.5
7
100
100
INTERPRETATION
From above data collected most users are influence by advertisement (i.e. 41%) 25% are influence by
family and friends, 27% of user influence by retail outlet by visiting there.
INTERPRETATION:From the above data 36% of users go because of quality, 25% user because of price and 32% of user
because of brand image. Most of user buy LG TV because of quality and brand image.
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INTERPRETATION
Duration
Size
Of T.V
No. Of Respondents
Percentage
LESS THAN
1 YEAR
15 INCH
11
25
21 INCH
1-2
YEAR
31
09
70.5
20.5
29 INCH
2-3
YEAR
02
16
4.5
36.5
OTHERS
4 AND
ABOVE
00
08
00
18
TOTAL
44
100
From the above data more than 50% of user is having LG Flatron, 41% of user are having LG golden eye,
4.5% of user are having is LG LCD. More users are going for LG Flatron and LG golden eye because of
economic range.
INTERPRETATION
From above data 25% of user are having 15 inch and more than 70% of user are having 29 inch
because it is widely accepted model television, 4.5% are using 29 inch.
38
Satisfaction
No. Of Respondents
Percentage
FULLY SATISFIED
Occupation
No. Of Respondents
14
Percentage
32
PROFESSION
SATISFIED
BUSINESS
28
21
20
28
48
20
SOME
WHAT SATISFIED
HOUSEWIWES
09
39
20
39
OTHERS AT ALL
NOT SATISFIED
13
00
13
00
TOTAL
TOTAL
100
44
100
100
INTERPRETATION
From the above data nearly about 37% user are using LG TV since 2 t o3 years, nearly about 21% are
using 1 to 2 years, 25% are using less than one year and 18% are user are using 4 years and above.
INTERPRETATION
From the above data 32% of users are fully satisfied with their product, nearly about 50% of users are
satisfied with their product and 20% of users somewhat satisfied because in this most of users are new.
39
Household Income
No. Of Respondents
Percentage
Qualification
UP TO 5000
No. Of Respondents
23
Percentage
23
UP
TO SSLC
7000-10000
31
35
31
35
GRADUATE
10000-15000
42
28
42
28
POST AND
GRADUATE
15000
ABOVE
09
12
9
12
OTHERS
TOTAL
18
100
18
100
TOTAL
100
100
INTERPRETATION
From the above data 39% of user are housewives, 28% of user are professionals, and 20% of user are
belong business.
INTERPRETATION
From the above data 42% of user are graduate 39%of user are up to SSLC and 9% user are post graduate.
40
INTERPRETATION
From above data 43% of user belong to 5000 to 10000 income group, 33% of user are belong to 5000
income group, 19% of user are belong to 10000 to 15000 income group and 5% of user are belong to
15000 and above income group.
Chapter 8
FINDINGS
41
FINDINGS
Through the survey it was found that almost 95% of the respondents are having TV in
their home.
The research shows that 44% of respondents own LG television.
The survey shows that reason buying the LG television is its quality and after sales
service.
Through massive advertisement consumer influence to purchase and switching their
brand to LG.
As per survey report shows 36% of respondent buy LG television because of quality and
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Chapter 9
CONCLUSION
43
CONCLUSION
From the study is conducted there is a 100% awareness about television is among
the population, there are 45% are LG television user in Moradabad city.
Complex buying behavior is involved in purchase and aware of significant,
difference among brands. LG has able to craft out in ten years a premium brand positioning in
the Indian market and is today most preferred brand in the segment.
2006 has been landmark year for LG as the company achieved a monumental target of
Rs 830 crores and reiterates its leadership in the Indian consumer durable industry.
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Chapter 10
SUGGETIONS & RECOMMENDATIONS
45
LG electronics is perusing the vision of becoming a true global digital leader to achieve
this. They need to improve quality of the product.
Survey conducted by me the customer was not satisfied by quality of color in the
television contrast and sound system.
The customers are not satisfied by the after sales service provided by the company due to the
delay in the after sales services provided by company.
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CHAPTER-11
LIMITATIONS
47
LIMITATIONS
The present study is subjected to following LIMITATIONS:1. Times was the major limiting factor as the time allotted to conduct survey was not
enough.
2. Some respondent were irresponsive.
3. The research is directly concerned with the study of consumer behavior and achieving
of study.
7. The scope of study is restricted only to the twin cities of Moradabad.
8. Owing to their pre occupation some customers were unable to answer the complete
questionnaire.
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ANNEXURE:
BIBLIOGRAPHY
QUESTIONNAIRE
49
BIBLIOGRAPHY
50
BIBLIOGRAPHY
TEXT BOOKS:-
WEBSITES:www.1gindia.com
www.LG.com
www.google.co.in
51
QUESTIONNAIRE
52
QUESTIONNAIRE
MANISH KUMAR
BBA 4RD SEMESTER
SHREE SATYA COLLEGE OF HIGHER EDUCATION
MORADABAD
Dear sir/madam,
I am student of SSCHE Moradabad. As part of the curriculum of BBA degree, I am
conducting a survey to prepare project report on CONSUMER BEHAVIOR TOWARDS LG
TELEVISION.
Therefore I kindly request you to spare some of the precious time to answer the
following question.
1. Name:
Address: ...............................
Yes
If no jump to Q.No 9
(b)If yes mention its brand?
No
LG
Onida
Samsung
Other (specify)..
Friend
Retail outlets
Other (specify)
Quality
Price
Brand image
Other (specify)
LG Flatron
LG LCD T.V
Other (specify)..
15inch
21 inches
29inch
Other (specify)
1-2 years
2-3 years
4 and above
Fully satisfied
Satisfied
Somewhat satisfied
LG
Onida
Samsung
10.
Other (specify) ..
11.
Profession
Business
54
Housewives
12.
13.
Other (specify) ..
Education
Up to SSLC
Graduate
Post graduate
Other (specify).
5000-10000
10000-15000
THANK YOU!!!
.
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