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CHAPTER 1

INTRODUCTION

INTRODUCTION TO LG Electronic India Pvt. Ltd.

Established In: May 1997


Managing Director: Mr. Moon B. Shin
Corporate Office: Plot no 51, Udyog Vihar, Surajpur Kasna Road, Greater Noida (UP)
Manufacturing Units: Greater Noida (U.P.) & Pune (Maharashtra)
Corporate Website: http://www.lgindia.com
LG Electronics India Pvt. Ltd. Is established in 1997 and it is wholly owned subsidiary of LG
Electronics, South Korea. In India for a decade now, LG is the market leader in consumer
durables and recognized as a leading technology innovator in the information technology and
mobile communications business. LG is the acknowledged trendsetter for the consumer durable
industry in India with the fastest ever nationwide reach, latest global technology and product
innovation.
One of the most formidable brands, LGEIL has an impressive portfolio of Consumer
Electronics, Home Appliances, GSM mobile phones and IT products.
LG Electronics India Pvt. Ltd., a wholly owned subsidiary of LG Electronics, South Korea
was established in January, 1997 after clearance from the Foreign Investment Promotion Board
(FIPB).
The trend of beating industry norms started with the fastest ever-nationwide launch by LG in a
period of 4 and 1/2 months with the commencement of operations in May 1997.
2

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

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

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

Appliances (Compactors, Dishwashers, Disposers, Dryers, Freezers, Microwave Ovens, Range


Hoods, Electric Ranges, Refrigerator, Vacuum Cleaners, Washing Machines, Water Heater
(Electric), Room ACs, & Other Major Electric Household Appliances), and Small Electric

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

FINANCIAL PERFORMANCE DURING LAST


DECADE
8

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.

LG India sales revenue up 50% this festive season


New Delhi, Nov. 6 Durables company LG Electronics said it had posted a record sales revenue of Rs 2,535 crores for
September-October, an increase of 50 per cent compared with sales revenue for the corresponding period a year-ago.
This festival season LG Electronics recorded a 49 per cent growth in its home appliance business, 68 per cent in refrigerators, 60
per cent growth in washing machines and over 41 per cent in microwave ovens.
The season also saw phenomenal sales, especially in the display category, which includes conventional CRT TV and flat panel
displays (PDPs, LCDs and flat screen TVs). LGs contribution in consumer electronics category this festive season alone has seen
a growth of 39 per cent over the corresponding period last year.
The festive season has seen LG Electronics continue to generate significant growth with a portfolio of products spread across
the widest variety of price points in the companys history.
We have introduced high-end products that not only provide the right technology but also suit the new age lifestyles of Indian
consumer, this also confirms consumers shifting preferences towards exercising affirmative choice to buy high quality reliable
products rather than bargain hunting, said Mr Moon B. Shin, Managing Director, LGEIL

Major market players

Samsung
whirlpool
Sony
Philips
Onida
Voltas
kenstar

10

Market share of LG in India

11

VISION OF THE COMPANY

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

13

The values
The values are derived from the heart of LG
Corporate founding principles

Management

creating values for the customer

Philosophy

management based on esteem for human dignity

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
14

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.

Lifes Good Represents LG's Determination to Provide


Delightfully Smart Products That Will Make Your Life Good.

STRATEGY OF THE COMPANY


LG Electronics is pursuing the vision of becoming a true global digital leader, attracting
customers worldwide through its innovative products and design. The companys goal is to rank
among the top 3 consumer electronics and telecommunications companies in the world by 2010.
15

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

European-standard VCR plant established in Germany

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
18

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

Stylishly built and equipped with 3D display LCD screen


Dat
: 17-JUL-07
e

LG presents technovation at its best


Announces Notebook Business as one of the growth engines for LG India
LGs IT Division plans to grow by 30% in volume terms and 20% in revenue terms for
Year 2007
Pioneers glass- free 3D viewing in India with the launch of Indias first 3D LCD monitor
Launches Indias first Notebook with Auxiliary Display and the path breaking Desk Note

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

Available in 32, and 42 wide sizes


Brings together an exceptional combination of design and technology
Targets 30% market share in the FPD segment by 2007 year end
Aims to sell 5000 units by year end

Date: 24-OCT-07
LG Electronics Bags prestigious ESC Award for Export Excellence in
2005-06

Wins award for excellence in Exports of Electronic Hardware for 2005-2006


Targets exports of USD 250 Mn for calendar year 2007.

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.

21

Award Name

Awarded By

Year

Most Admired Company in India

A&M Magazine

Most Admired MNC

A&M Magazine

No.1 Consumer Durable Company

A&M Magazine

199
8
199
9

Best Marketing Company

A&M Magazine

Most Ethical MNC

Business World

Techies Award Best Flat Screen Monitor

Computer World

3rd Largest Exporter

ESC2001

Best Employer

Business Today/ Hewitt


Assts
Business Today/ Hewitt
Assts
Ernst & Young
CII

Best Employer
Entrepreneur of the year
Gold Rating for Environmental
Performance
No. 1Awareness Award.

200
0
200
1
200
2
200
3

Business Today

Super Achievers Award : MD LGEIL

CETMA

Green Technology Gold Award

Green Tech Foundation

Best Designer Award Art Cool Air


Conditioner
VAR India User Choice Award : Monitors

Business World & NIT

Most Admired Product Microwave

EFY

Award for IT Innovation

Business Today

Most Trusted Brand CD Writers

DIGIT/Jasubhai Digital
Media
Electronics for You

EFYs Electronics Organization of the Year


Award for Television
Consumer Durable Retailer of the Year
Excellence in Corporate Leadership &
Entrepreneurial Spirit
Most preferred Brand- CTV & WM

VAR India
200
4

200
5

ICICI Bank
CNBC TV 18

Maximum Imports & Third Highest Exports

CNBC Consumer Vote


Awards
CONCOR

EFY Readers Choice Award For


Microwaves
Outstanding Contribution in the field of HR

EFY

Outstanding Contribution in the field of HR

MID DAY

Top Company :CDMA Handsets

V&D

Top Company : Fixed Phones

V&D

Best in Recruiting & Staffing

RASBIC

Most Preferred Brand CTV, WM,


Computer & AC
4 P Award : Refrigerator and Air
Conditioner
4P Power Brand

CNBC Awaaz Consumer


Awards
4Ps Power Brand Award
22

Most Trusted Brand LCD TV, Plasma TV,

CETMA

CNBC Consumer Vote


Awards
Readers Digest

200
6

Chapter 5
Product Profile

Consumer electronics
Home appliances
Computer product

Mobile phone

PRODUCT LINE OF LG

23

Consumer Electronics
Home Appliances
Computer Products & Mobile Phones

Product Line:

Business Areas & Main Products


Category
Consumer
Electronics
Home Appliances

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

Laptop, Personal Computer, LCD monitor, CRT monitor, Optical


Storage Devices

Mobile Phone

Premium trend setter phone , Camera Phone , Music Phone , Color


Screen GSM Handset

24

Consumer Electronics
Plasma Display:

Worlds first and largest 71-inch Plasma TV


Model : 71PY10
- Brightness : 800cd/
-Contrast : 1200:1
-Resolution : 1920 X 1080(Full HD)
-Digital Comb Filter
-DCDi
-Sound
-Audio Output(15WX2) with 6 speakers
-Function
-PIP/DW/POP
-Split Zoom
-Zoom in&out
-Interface Side A/V, S-Video in DVI, RGB, RS232C, IR

LCD TV:

25

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

26

DIGITAL AUDIO VIDEO

6.1 inch AV receiver


Home Theatre System
Music System
DVD Player

Home Appliances
ROOM AIR CONDITIONER

Split Invertor AC
Split Art Cool AC
Floor Standing AC
Multi Split AC
27

Hot and Cold AC


Split AC
Window AC

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
28

Convection Microwave
Grill Microwave
Solo Microwave

VACUUM CLEANER

Vacuum Cleaner

Computer Products & Mobile phones

COMPUTER PRODUCTS
Notebook PC
Desktop PC
Monitor
Optical Storage Device
Laptops
Tablet
29

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.

31

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:

Non probability sampling:


Non probability sampling is non-random and subjective i.e. each member does not have a
known non zero chance of being included. Types of non probability sampling:

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
32

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.

Data collection method:

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.
33

Chapter 7
DATA ANALYSIS AND INTERPRETATION
34

DATA ANALYSIS AND INTERPRETATION


The data collected with the help of questionnaires is tabulated and analyzed:-

1. Classification as per ownership of Television


Ques.No1: Do you own a Television?

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

for future purchase.

2. Classification as per company-wise ownership


Ques.No2: which brand of Television do you own?

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.

3. Classification based on source of information for the purchase


Ques. No 3: From where did you get information about LG TV?

36

Reasons For Purchase

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.

4. Classification based on main reason for purchasing


Ques.No.4: Which factor affects you more for purchasing LG TV?

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.

5. Classification based on model-wise ownership


Ques.No.5: Which model of LG T.V do you own?

37

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.

6. Classification based on size ownership


Ques.No.6: Which size of LG T.V do you own?

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.

7. Classification based on duration of usage


Ques.No.7: Since when you are using LG T.V?

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.

8. Classification based on level of satisfaction


Ques.No.8: What is your level of satisfaction?

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.

9. Classification based on occupation of respondent:


Ques.No.9: What is your occupation?

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.

10. Classification based on qualification of respondent:


Ques.No.10: What is your qualification?

INTERPRETATION
From the above data 42% of user are graduate 39%of user are up to SSLC and 9% user are post graduate.

11. Classification based on household monthly income of respondents


Ques.No.11: What is your household monthly income?

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

32% of respondent buy due to brand image.


By conducting survey it was found that there was only one service station and authorized
dealer in the city due to which the customer were inconvenient.

42

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.

44

Chapter 10
SUGGETIONS & RECOMMENDATIONS

45

SUGGESTIONS & RECOMMENDATIONS

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.

46

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

absolute mathematical accuracy was not possible.


4. Method of data collection was through personal and therefore bias becomes a major
limitation.
5. Due to the time constraints all the customers were not covered.
6. The sample was restricted to 300 customers, which may restrict the scope and completion

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.

48

ANNEXURE:

BIBLIOGRAPHY
QUESTIONNAIRE

49

BIBLIOGRAPHY

50

BIBLIOGRAPHY
TEXT BOOKS:-

Principles of Marketing Philip Kotler and Gery Armstrong


Marketing Research D.D. Sharma
Marketing Research Green & Tull

NEWSPAPERS & MAGAZINE:Economic Times Newspaper


Business Line Newspaper
Business world
Business today
LG magazine

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: ...............................

Tel: ..........E-mail: ....


2. (a)Do you own Television?

Yes
If no jump to Q.No 9
(b)If yes mention its brand?

No

LG

Onida

Samsung

Other (specify)..

If LG televisions proceed, else jump to Quest no.10


3. From where did you get the information about LG T.V?
Advertisement

Friend

Retail outlets

Other (specify)

4. Which factor affects you more for purchasing the LG T.V?


53

Quality

Price

Brand image

Other (specify)

5. Which model of LG T.V do you own?

LG Flatron

L G Flatron with Golden eye

LG LCD T.V

Other (specify)..

6. Which size of LG T.V do you own?

15inch

21 inches

29inch

Other (specify)

7. Since when you are using LG T.V?

Less than 1 year

1-2 years

2-3 years

4 and above

8. What is your level of satisfaction?

Fully satisfied

Satisfied

Somewhat satisfied

Not satisfied at all

9. Which brand of T.V would you go for in future?

LG

Onida

Samsung
10.

Other (specify) ..

Any suggestions or recommendations on LG T.V?

Few personal questions:


Your occupation

11.

Profession

Business
54

Housewives
12.

13.

Other (specify) ..

Education
Up to SSLC

Graduate

Post graduate

Other (specify).

House hold monthly income


Up to 5000

5000-10000

10000-15000

15000 and above

THANK YOU!!!
.

55

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