A

Project Report On
“A Study Of Consumer Durable Market For Samsung
Electronics Ltd”
With Special References to Nasik Dist
Under The Guidance Of
Prof. VinodMalkar
Submitted To
University Of Pune

In Partial Fulfilment Of

“Master Degree Course In Business Administration”

(2008-2010)
Submitted By
Mr. SwapnilPanpatil
Through
Piren’s-
Institute Of Business Management & Administration.
Loni(BK), Tal. Rahata, Dist. Ahmednagar-413736
1

Student Declaration
I hereby declare that this project report titled “The Study of Consumer Durable
Market with Special Reference to Nashik District” in SAMSUNG ELECTRONICS
LTD. is executed as per the course requirement for the post graduate program in
management. I have not been submitted by me or any other person to any other
university
or institution for degree or diploma. It’s my own work.
Place:

Swapnil D. Panpatil.

MBA

(2008-2010)
2

ACKNOWLEDGEMENT

In this project I have made an honest and dedicated attempt to make the research material as

authentic as it could. And I earnestly hope that it provides useful and workable information and

knowledge to any person reading it.

 During this small time frame of two months in which the project reached its completion,

there were a few people whom I would like to make a mention of and without whose help the

project would have never seen the light of the day.

I also thank to my internal guide Prof.VinodMalkar for his timely response via e-
mail, which immensely helped in giving the project the initial direction it needed.
I would like to thank my external guide Mr.SantoshKeseri (Marketing Executive)
who gave me a free hand as far as going about the project work was concerned.

I dedicate this project to the Dealer’s of Nashik district who were extremely kind and who

at times went out of the way to help me. Without their co-operation it would have perhaps not

been possible to research a few places, which I did, within the stipulated time frame.
Swapnil D. Panpatil
MBA (Marketing)
2008-2010
3

Preface

We look our training at SAMSUNG ELECTRONICS LTD. Nashik. During the training was to get

an overview of the Consumer Durable Market of Nashik district. It was a firsthand experience to

get exposed to the professional set-up and face the market, which was really a great experience.

Training period was a learning experience.

When business is involved, an experience counts a lot. experience are an instrument, which

leads towards success. Working with SAMSUNG ELECTRONICS LTD., has been a pleasure

I take this opportunity to present the project report and sincerely hope that it will be as much

knowledge enhancing to the readers as it was to use during the fieldwork and the compilation of

the report.
4
A
Project Report On
“A Study Of Consumer Durable Market For Samsung
Electronics Ltd”
With Special References to Nasik Dist
Under The Guidance Of
Prof. Vinod Malkar
Submitted To
University Of Pune

In Partial Fulfilment Of

“Master Degree Course In Business Administration”

(2008-2010)
Submitted By
Mr. Swapnil Panpatil
Through
Piren’s-
Institute Of Business Management & Administration.
Loni(BK), Tal. Rahata, Dist. Ahmednagar-413736
1

Student Declaration
I hereby declare that this project report titled “The Study of Consumer Durable
Market with Special Reference to Nashik District” in SAMSUNG ELECTRONICS
LTD. is executed as per the course requirement for the post graduate program in
management. I have not been submitted by me or any other person to any other
university
or institution for degree or diploma. It’s my own work.
Place:

Swapnil D. Panpatil.

MBA

(2008-2010)
2

ACKNOWLEDGEMENT

In this project I have made an honest and dedicated attempt to make the research material as

authentic as it could. And I earnestly hope that it provides useful and workable information and

knowledge to any person reading it.

 During this small time frame of two months in which the project reached its completion,

there were a few people whom I would like to make a mention of and without whose help the

project would have never seen the light of the day.

I also thank to my internal guide Prof.Vinod Malkar for his timely response via e-
mail, which immensely helped in giving the project the initial direction it needed.
I would like to thank my external guide Mr.Santosh Keseri (Marketing Executive)
who gave me a free hand as far as going about the project work was concerned.

I dedicate this project to the Dealer’s of Nashik district who were extremely kind and who

at times went out of the way to help me. Without their co-operation it would have perhaps not

been possible to research a few places, which I did, within the stipulated time frame.
Swapnil D. Panpatil
MBA (Marketing)
2008-2010
3

Preface

We look our training at SAMSUNG ELECTRONICS LTD. Nashik. During the training was to get

an overview of the Consumer Durable Market of Nashik district. It was a firsthand experience to

get exposed to the professional set-up and face the market, which was really a great experience.

Training period was a learning experience.

When business is involved, an experience counts a lot. experience are an instrument, which

leads towards success. Working with SAMSUNG ELECTRONICS LTD., has been a pleasure

I take this opportunity to present the project report and sincerely hope that it will be as much

knowledge enhancing to the readers as it was to use during the fieldwork and the compilation of

the report.
4
INDEX
Sr.no.
Contents
 Page no.
1.
Introduction
2.
Industry Profile
3.
Company Profile
4.
Product Profile
5.
Objective of Study
6.
esearch Methodology

1.Primary data

2. Secondary data

3.Sampling

4. Scope of the study

5.Limitations of the study

7.
Theoretical Background of the study
8.
Data Analysis
9.
Findings
10
Recommendations
11
Conclusion
10.
Bibliography
5

INTRODUCTION

Before the liberalization of the Indian economy, only a few companies like Kelvinator, Godrej,

Alwyn, 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 came into the picture.

Today, these players control the major share of the consumer durables market. Consumer

durables market is expected to grow at 10-15% in 2007-2008. It is growing very fast because of
rise in living standards, easy access to consumer finance, and wide range of choice, as many

foreign players were 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,

microwave ovens, color televisions (C-TV) were no longer considered luxury items. However,

there were still very few players in categories like vacuum cleaners, and dishwashers 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. 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.

Indian Consumer durables market used to be dominated by few domestic players
like
Godrej, Voltas, Allwyn and Kelvinator. But post liberalization many foreign companies
6

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.

INDUSTRY PROFILE

A
Project Report On
“A Study Of Consumer Durable Market For Samsung
Electronics Ltd”
With Special References to Nasik Dist
Under The Guidance Of
Prof. Vinod Malkar
Submitted To
University Of Pune

In Partial Fulfilment Of

“Master Degree Course In Business Administration”

(2008-2010)
Submitted By
Mr. Swapnil Panpatil
Through
Piren’s-
Institute Of Business Management & Administration.
Loni(BK), Tal. Rahata, Dist. Ahmednagar-413736
1

Student Declaration
I hereby declare that this project report titled “The Study of Consumer Durable
Market with Special Reference to Nashik District” in SAMSUNG ELECTRONICS
LTD. is executed as per the course requirement for the post graduate program in
management. I have not been submitted by me or any other person to any other
university
or institution for degree or diploma. It’s my own work.
Place:

Swapnil D. Panpatil.

MBA

(2008-2010)
2
ACKNOWLEDGEMENT

In this project I have made an honest and dedicated attempt to make the research material as

authentic as it could. And I earnestly hope that it provides useful and workable information and

knowledge to any person reading it.

During this small time frame of two months in which the project reached its completion,

there were a few people whom I would like to make a mention of and without whose help the

project would have never seen the light of the day.

I also thank to my internal guide Prof.Vinod Malkar for his timely response via e-
mail, which immensely helped in giving the project the initial direction it needed.
I would like to thank my external guide Mr.Santosh Keseri (Marketing Executive)
who gave me a free hand as far as going about the project work was concerned.

I dedicate this project to the Dealer’s of Nashik district who were extremely kind and who

at times went out of the way to help me. Without their co-operation it would have perhaps not

been possible to research a few places, which I did, within the stipulated time frame.
Swapnil D. Panpatil
MBA (Marketing)
2008-2010
3

Preface

We look our training at SAMSUNG ELECTRONICS LTD. Nashik. During the training was to get

an overview of the Consumer Durable Market of Nashik district. It was a firsthand experience to

get exposed to the professional set-up and face the market, which was really a great experience.

Training period was a learning experience.

When business is involved, an experience counts a lot. experience are an instrument, which

leads towards success. Working with SAMSUNG ELECTRONICS LTD., has been a pleasure

I take this opportunity to present the project report and sincerely hope that it will be as much

knowledge enhancing to the readers as it was to use during the fieldwork and the compilation of

the report.
4

INDEX
 Sr.no.
Contents
Page no.
1.
Introduction
2.
Industry Profile
3.
Company Profile
4.
Product Profile
5.
Objective of Study
6.
esearch Methodology

1.Primary data

2. Secondary data

3.Sampling

4. Scope of the study

5.Limitations of the study

7.
Theoretical Background of the study
8.
Data Analysis
9.
Findings
10
Recommendations
11
Conclusion
10.
Bibliography
5

INTRODUCTION

Before the liberalization of the Indian economy, only a few companies like Kelvinator, Godrej,

Alwyn, 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 came into the picture.

Today, these players control the major share of the consumer durables market. Consumer

durables market is expected to grow at 10-15% in 2007-2008. It is growing very fast because of

rise in living standards, easy access to consumer finance, and wide range of choice, as many

foreign players were 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,

microwave ovens, color televisions (C-TV) were no longer considered luxury items. However,

there were still very few players in categories like vacuum cleaners, and dishwashers 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. 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.

Indian Consumer durables market used to be dominated by few domestic players
like
Godrej, Voltas, Allwyn and Kelvinator. But post liberalization many foreign companies
6

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.

INDUSTRY PROFILE
A
Project Report On
“A Study Of Consumer Durable Market For Samsung
Electronics Ltd”
With Special References to Nasik Dist
Under The Guidance Of
Prof. Vinod Malkar
Submitted To
University Of Pune

In Partial Fulfilment Of

“Master Degree Course In Business Administration”

(2008-2010)
Submitted By
Mr. Swapnil Panpatil
Through
Piren’s-
Institute Of Business Management & Administration.
Loni(BK), Tal. Rahata, Dist. Ahmednagar-413736
1

Student Declaration
I hereby declare that this project report titled “The Study of Consumer Durable
Market with Special Reference to Nashik District” in SAMSUNG ELECTRONICS
LTD. is executed as per the course requirement for the post graduate program in
management. I have not been submitted by me or any other person to any other
university
or institution for degree or diploma. It’s my own work.
Place:

Swapnil D. Panpatil.

MBA

(2008-2010)
2

ACKNOWLEDGEMENT

In this project I have made an honest and dedicated attempt to make the research material as

authentic as it could. And I earnestly hope that it provides useful and workable information and

knowledge to any person reading it.

During this small time frame of two months in which the project reached its completion,

there were a few people whom I would like to make a mention of and without whose help the

project would have never seen the light of the day.

I also thank to my internal guide Prof.Vinod Malkar for his timely response via e-
mail, which immensely helped in giving the project the initial direction it needed.
I would like to thank my external guide Mr.Santosh Keseri (Marketing Executive)
who gave me a free hand as far as going about the project work was concerned.

I dedicate this project to the Dealer’s of Nashik district who were extremely kind and who

at times went out of the way to help me. Without their co-operation it would have perhaps not

been possible to research a few places, which I did, within the stipulated time frame.
Swapnil D. Panpatil
MBA (Marketing)
2008-2010
3

Preface

We look our training at SAMSUNG ELECTRONICS LTD. Nashik. During the training was to get

an overview of the Consumer Durable Market of Nashik district. It was a firsthand experience to
get exposed to the professional set-up and face the market, which was really a great experience.

Training period was a learning experience.

When business is involved, an experience counts a lot. experience are an instrument, which

leads towards success. Working with SAMSUNG ELECTRONICS LTD., has been a pleasure

I take this opportunity to present the project report and sincerely hope that it will be as much

knowledge enhancing to the readers as it was to use during the fieldwork and the compilation of

the report.
4
INDEX
Sr.no.
Contents
 Page no.
1.
Introduction
2.
Industry Profile
3.
Company Profile
4.
Product Profile
5.
Objective of Study
6.
esearch Methodology

1.Primary data

2. Secondary data

3.Sampling

4. Scope of the study

5.Limitations of the study

7.
Theoretical Background of the study
8.
Data Analysis
9.
Findings
10
Recommendations
11
Conclusion
10.
Bibliography
5

INTRODUCTION

Before the liberalization of the Indian economy, only a few companies like Kelvinator, Godrej,

Alwyn, 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 came into the picture.

Today, these players control the major share of the consumer durables market. Consumer

durables market is expected to grow at 10-15% in 2007-2008. It is growing very fast because of
rise in living standards, easy access to consumer finance, and wide range of choice, as many

foreign players were 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,

microwave ovens, color televisions (C-TV) were no longer considered luxury items. However,

there were still very few players in categories like vacuum cleaners, and dishwashers 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. 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.

Indian Consumer durables market used to be dominated by few domestic players
like
Godrej, Voltas, Allwyn and Kelvinator. But post liberalization many foreign companies
6

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.

INDUSTRY PROFILE
7

The Consumer Durables industry consists of durable goods and appliances for domestic use

such as televisions, refrigerators, air conditioners and washing machines. Instruments such as

cell phones and kitchen appliances like microwave ovens were also included in this category.

The sector has been witnessing significant growth in recent years, helped by several drivers such

as the emerging retail boom, real estate and housing demand, greater disposable income and an

overall increase in the level of affluence of a significant section of the population. The industry is

represented by major international and local players such as BPL, Videocon, Voltas, Blue Star,

MIRC Electronics, Titan, Whirlpool, etc.

The consumer durables industry can be broadly classified into two segments: Consumer

Electronics and Consumer Appliances. Consumer Appliances can be further categorized into

Brown Goods and White Goods. The key product lines under each segment were as follows.
Industry Size, Growth, Trends

The consumer durables market in India was estimated to be around US$ 5 billion in 2007-08.

More than 7 million units of consumer durable appliances have been sold in the year 2006-07

with colour televisions (CTV) forming the bulk of the sales with 30 per cent share of volumes.

CTV, refrigerators and Air-conditioners together constitute more than 60 per cent of the sales in

terms of the number of units sold.

In the refrigerators market, the frost-free category has grown by 8.3 per cent while direct cool

segment has grown by 9 per cent. Companies like LG, Whirlpool and Samsung have registered

double-digit growth in the direct cool refrigerator market.

8
In the case of washing machines, the semi-automatic category with a higher base and fully-

automatic categories have grown by 4 per cent to 526,000 units and by 8 per cent to 229,000

units, respectively. In the air-conditioners segment, the sales of window ACs have grown by 32

per cent and that of split ACs by 97 per cent.

Since the penetration in the urban areas for these products is already quite high, the markets for

both C-TV and refrigerators were shifting to the semi-urban and rural areas. The growth across

product categories in different segments is assessed in the following sections.

Consumer Electronics

The CTV production was 15.10 million units in 2007-08 and is expected to grow by at least 25

per cent. At the disaggregated level, conventional CTV volumes have been falling while flat TVs

have grown strongly. Market sources indicate that most CTV majors have phased out

conventional TVs and have been instead focusing more on flat TVs. The flat segment of CTVs

now account for over60 per cent of the total domestic TV production and is likely to be around 65

per cent in 2007-08.High-end products such as liquid crystal display (LCD)and plasma display

CTV grew by 400 per cent and 150 per

Cent respectively in 2009–10 following a sharp decline in prices of these products and this trend

is expected to continue. The audio/video player market has seen significant growth rates in the

domestic market as prices have dropped. This trend is expected to continue through 2009- 2010,

as competition is likely to intensify to scale and capture the mass market.

9

COMPANY PROFILE
SAMSUNG – Introductio
A
Project Report On
“A Study Of Consumer Durable Market For Samsung
Electronics Ltd”
With Special References to Nasik Dist
Under The Guidance Of
Prof. Vinod Malkar
Submitted To
University Of Pune

In Partial Fulfilment Of

“Master Degree Course In Business Administration”

(2008-2010)
Submitted By
Mr. Swapnil Panpatil
Through
Piren’s-
Institute Of Business Management & Administration.
Loni(BK), Tal. Rahata, Dist. Ahmednagar-413736
1

Student Declaration
I hereby declare that this project report titled “The Study of Consumer Durable
Market with Special Reference to Nashik District” in SAMSUNG ELECTRONICS
LTD. is executed as per the course requirement for the post graduate program in
management. I have not been submitted by me or any other person to any other
university
or institution for degree or diploma. It’s my own work.
Place:

Swapnil D. Panpatil.

MBA

(2008-2010)
2

ACKNOWLEDGEMENT

In this project I have made an honest and dedicated attempt to make the research material as

authentic as it could. And I earnestly hope that it provides useful and workable information and

knowledge to any person reading it.

 During this small time frame of two months in which the project reached its completion,

there were a few people whom I would like to make a mention of and without whose help the

project would have never seen the light of the day.

I also thank to my internal guide Prof.Vinod Malkar for his timely response via e-
mail, which immensely helped in giving the project the initial direction it needed.
I would like to thank my external guide Mr.Santosh Keseri (Marketing Executive)
who gave me a free hand as far as going about the project work was concerned.

I dedicate this project to the Dealer’s of Nashik district who were extremely kind and who

at times went out of the way to help me. Without their co-operation it would have perhaps not

been possible to research a few places, which I did, within the stipulated time frame.
Swapnil D. Panpatil
MBA (Marketing)
2008-2010
3

Preface

We look our training at SAMSUNG ELECTRONICS LTD. Nashik. During the training was to get

an overview of the Consumer Durable Market of Nashik district. It was a firsthand experience to

get exposed to the professional set-up and face the market, which was really a great experience.

Training period was a learning experience.

When business is involved, an experience counts a lot. experience are an instrument, which

leads towards success. Working with SAMSUNG ELECTRONICS LTD., has been a pleasure

I take this opportunity to present the project report and sincerely hope that it will be as much

knowledge enhancing to the readers as it was to use during the fieldwork and the compilation of

the report.
4
INDEX
Sr.no.
Contents
 Page no.
1.
Introduction
2.
Industry Profile
3.
Company Profile
4.
Product Profile
5.
Objective of Study
6.
esearch Methodology

1.Primary data

2. Secondary data

3.Sampling

4. Scope of the study

5.Limitations of the study

7.
Theoretical Background of the study
8.
Data Analysis
9.
Findings
10
Recommendations
11
Conclusion
10.
Bibliography
5

INTRODUCTION

Before the liberalization of the Indian economy, only a few companies like Kelvinator, Godrej,

Alwyn, 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 came into the picture.

Today, these players control the major share of the consumer durables market. Consumer

durables market is expected to grow at 10-15% in 2007-2008. It is growing very fast because of
rise in living standards, easy access to consumer finance, and wide range of choice, as many

foreign players were 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,

microwave ovens, color televisions (C-TV) were no longer considered luxury items. However,

there were still very few players in categories like vacuum cleaners, and dishwashers 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. 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.

Indian Consumer durables market used to be dominated by few domestic players
like
Godrej, Voltas, Allwyn and Kelvinator. But post liberalization many foreign companies
6

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.

INDUSTRY PROFILE
7

The Consumer Durables industry consists of durable goods and appliances for domestic use

such as televisions, refrigerators, air conditioners and washing machines. Instruments such as

cell phones and kitchen appliances like microwave ovens were also included in this category.

The sector has been witnessing significant growth in recent years, helped by several drivers such

as the emerging retail boom, real estate and housing demand, greater disposable income and an

overall increase in the level of affluence of a significant section of the population. The industry is

represented by major international and local players such as BPL, Videocon, Voltas, Blue Star,

MIRC Electronics, Titan, Whirlpool, etc.

The consumer durables industry can be broadly classified into two segments: Consumer

Electronics and Consumer Appliances. Consumer Appliances can be further categorized into

Brown Goods and White Goods. The key product lines under each segment were as follows.
Industry Size, Growth, Trends

The consumer durables market in India was estimated to be around US$ 5 billion in 2007-08.

More than 7 million units of consumer durable appliances have been sold in the year 2006-07

with colour televisions (CTV) forming the bulk of the sales with 30 per cent share of volumes.

CTV, refrigerators and Air-conditioners together constitute more than 60 per cent of the sales in

terms of the number of units sold.

In the refrigerators market, the frost-free category has grown by 8.3 per cent while direct cool

segment has grown by 9 per cent. Companies like LG, Whirlpool and Samsung have registered

double-digit growth in the direct cool refrigerator market.

8
In the case of washing machines, the semi-automatic category with a higher base and fully-

automatic categories have grown by 4 per cent to 526,000 units and by 8 per cent to 229,000

units, respectively. In the air-conditioners segment, the sales of window ACs have grown by 32

per cent and that of split ACs by 97 per cent.

Since the penetration in the urban areas for these products is already quite high, the markets for

both C-TV and refrigerators were shifting to the semi-urban and rural areas. The growth across

product categories in different segments is assessed in the following sections.

Consumer Electronics

The CTV production was 15.10 million units in 2007-08 and is expected to grow by at least 25

per cent. At the disaggregated level, conventional CTV volumes have been falling while flat TVs

have grown strongly. Market sources indicate that most CTV majors have phased out

conventional TVs and have been instead focusing more on flat TVs. The flat segment of CTVs

now account for over60 per cent of the total domestic TV production and is likely to be around 65

per cent in 2007-08.High-end products such as liquid crystal display (LCD)and plasma display

CTV grew by 400 per cent and 150 per

Cent respectively in 2009–10 following a sharp decline in prices of these products and this trend

is expected to continue. The audio/video player market has seen significant growth rates in the

domestic market as prices have dropped. This trend is expected to continue through 2009- 2010,

as competition is likely to intensify to scale and capture the mass market.

9

COMPANY PROFILE
SAMSUNG – Introduction
10
Our Vision
Samsung is guided by a singular vision: to lead the digital convergence movement.

We believe that through technology innovation today, we will find the solutions we need to

address the challenges of tomorrow. From technology comes opportunity for businesses to grow,

for citizens in emerging markets to prosper by tapping into the digital economy, and for people to

invent new possibilities.

It’s our aim to develop innovative technologies and efficient processes that create
new
markets, enrich people’s lives and continue to make Samsung a trusted market
leader
Our Mission
Everything we do at Samsung is guided by our mission: to be the best “digital-
Company”.
11
Samsung grew into a global corporation by facing challenges directly. In the years ahead, our

dedicated people will continue to embrace many challenges and come up with creative ideas to

develop products and services that lead in their markets. Their ingenuity will continue to chart

Samsung’s course as a profitable, responsible global corporation.

12
SAMSUNG HISTORY
2008
•

Named Yoon-Woo Lee as a Vice Chairman & CEO of

Samsung Electronics
•

Launched OMNIA phone

•

Completed establishing TV manufactory in Russia Kaluga

•

Became the official sponsor of 2010 Guangzhou Asian

Game
•

Developed the world's first 2Gb 50 NANO

•

Samsung takes No. 1 spot in U.S. cellphone market

•

Opened Global Brand PR Centre ‘Samsung D'light'

•

No.1 worldwide market share position for TVs achieved for

the 9th quarter in a row
2007
•

No.1 worldwide market share position for TVs achieved for

the seventh quarter in a row
•

Developed the world's first 30nm-class 64Gb NAND

Flash™ memory
•

BlackJack bestowed the Best Smart Phone award at CTIA in

13
the U.S.
•

Attained No.1 worldwide market share position for LCD for

the sixth year in a row
2006
•

Developed the world's first real double-sided LCD

•

Developed the worlds' first 50nm 1G DRAM

•

Unveiled 10M pixel camera phone

•

Launched "Stealth Vacuum," a vacuum cleaner with the

world's lowest level of noises
•

Launched the worlds' first Blu-Ray Disc Player

•

Developed 1.72"Super-Reflective LCD Screen

September, 2005

The India Retail Forum has awarded Samsung as the Best Retailer of

the year 2005 in the consumer Durables category. James Damian,

SVP, Best Buy and his team handed over the award to Mr. Ravinder

Zutshi, Dy MD and Samsung India at the India Retail award function

held in Mumbai on 16th September.

February 2005
Mr. S. H. Oh appointed as the President and Chief Executive Officer
of Samsung South West Asia.
November 2004

Samsung received the Golden Peacock Special commendation

Certificate for Corporate Social Responsibility (Private Sector) for

the year 2004 from Mr. Shivraj Patil, Union Home Minister.
February 2004
India made regional headquarters for Samsung Southwest Asia.
February 2004
Mr. K. S. Kim appointed as the First President and Chief Executive
Officer of Samsung South West Asia.
November 2003
Inaugurated Samsung's new, High-Tech, advanced Refrigerator
facility.
August 2003
Commencement of production at refrigerator facility in Noida.
June 2003
Merger of SIEL with SEIIT.
Software technology park set up at Noida
December 2002
Construction commences for 5,000,000 refrigerator plant in Noida
October 2002
Samsung unveils new technology for Consumer Home
Entertainment (DNIe™)
June 1996
Foundation Stone laid for CTV Factory at Noida, Uttar Pradesh.
May 1996
Launch in South
14
Home Appliances Launch
December 1995
Samsung India Electronics (SIEL) products launched in India.
August 1995
Certificate for commencement of business received by Samsung
GROWING TO BE THE BEST

Samsung India aims to be the ‘Best Company’ in India by the Year 2006. ‘Best Company’ in

terms of both the internal workplace environment as well as the external context in which the

Company operates. Samsung aims to grow in India by contributing to the Indian economy and

making the lives of its consumers simpler, easier and richer through its superior quality products.

“Our aim is to gain technological leadership in the Indian marketplace even as our goal is to earn

the love and respect of more and more of our Indian consumers.” Mr. S.H. Oh, President & CEO

Samsung South-West Asia Regional Headquarters.

Samsung in India

Samsung India is the hub for Samsung’s South West Asia Regional operations. The South West

Asia Regional Headquarters looks after the Samsung business in Nepal, Sri Lanka, Bangladesh,

Maldives and Bhutan besides India. Samsung India, which commenced its operations in India in

December 1995, today enjoys a sales turnover of over US$ 1Bn in just a decade of operations in

the country.
15

Headquartered in New Delhi, Samsung India has a network of 19 Branch Offices located all over

the country. The Samsung manufacturing complex housing manufacturing facilities for Colour

Televisions, Colour Monitors,

Refrigerators and Washing Machines is located at Noida, near Delhi. Samsung ‘Made in India’

products like Colour Televisions, Colour Monitors and Refrigerators were being exported to
Middle East, CIS and SAARC countries from its Noida manufacturing complex. Samsung India

currently employs over 1600 employees, with around 18% of its employees working in Research

& Development.
SAMSUNG GLOBAL
The DNA of Digital Innovation

Samsung Electronics is a global leader in semiconductors, telecommunications, digital media

and digital convergence technologies with 2004 parent company sales of US$55.2Bn and net

income of US$10.3Bn. Employing approx. 113,000 people in over 90 offices in 48 countries, the

company has of 5 main business units: Digital Appliance Business, Digital Media Business, LCD

Business, Semiconductor Business and Telecommunication Network Business. Recognized as

one of the fastest growing global brands, Samsung Electronics Corporation is the world’s largest

pro ducer of Colour Monitors, Colour TVs, Memory Chips and TFT LCD’s.
16

Customized products for Indian Consumers

Samsung understands the local cultural sensibilities to customize its products according to the

Indian market. It has set up a “usability lab” at the Indian Institute of Technology in New Delhi to

customize Samsung products to meet the specific needs of Indian consumers. This industry-

institute partnership is helping Samsung to study and analyze consumer response in aspects of

product design, including aesthetics, ergonomics and interface.

Through its research done on consumer preferences in India, Samsung has concluded that

Indian consumers want more sound oriented products. Thus, the Samsung televisions for India

have a higher sound capacity than their foreign counterparts.

For the semi-automatic segment of Samsung washing machines, Samsung has introduced

for the first time in India a feature called Super Dry. It is present in three of Samsung’s semi

automatic models and dries the clothes better than the rest.
 Samsung washing machines have an additional menu that takes care of the local Indian

wardrobes. They also have a ‘memory re-start’ that takes care of the frequent power failures in

India.
17
PRODUCT PROFILE

650 Series Full HD LC D TV

Developed using our unique Crystal Design with a hint of

rose-red color accentuating a traditional piano-black

bezel frame, the 650 Series LCD TV features Auto Motion

Plus 120Hz, an Ultra Clear Panel, DNIe Pro and Wide

Color Enhancer Pro to provide perfect picture quality.

Wide Video MP3 Player (YP-P2)

Equipped with Bluetooth and a touch screen interface,

the YP-P2 lets consumers enjoy vivid videos on a 3-inch

wide LCD screen. Samsung’s proprietary DNSe 2.0

technology with EmoTure™ UI enhances the ultimate multimedia experience.

18

VRT Front Loading Washer

Designed with Vibration Reduction TechnologyTM (VRT),

our washer dramatically reduces barrel vibration—even

at the highest speed. It also reduces energy and water

consumption to the world’s lowest levels. Further, we’ve

enhanced washing performance and eco-friendly performance

with a diamond-shaped embossing drum.

6-in-1 Steam Oven

Simple, yet stylish, our 6-in-1 steam oven combines all of

the features of a conventional oven with advanced steam

cooking technology to stimulate healthier eating.

Samsung’s versatile steam cooking solution adds a

steam function to the conventional oven, grill and microwave,

as well as dry heat and fermenting.

19

Haptic Touch Screen Phones (SC H-W420/W4200)

Built with TouchWiz UI software, our Haptic model promises

a unique user experience, one that touches all of the

senses. The Samsung Haptic features one-touch access,

a widget for creating customized desktops and a G sensor

for automatic horizontal rotation of photos and videos.

It is designed for the innovative, ‘on-the-go’ user who

demands cutting-edge multimedia features, including a web browser.

Ultra-messaging BlackJack II (SG H-i617)

Microsoft’s Windows Mobile software-enabled HSDPA

smart phone boasts a bigger screen than the BlackJack

I and includes a jog wheel. The phone also has cuttingedge

features such as a touch screen, Bluetooth, GPS and wireless LAN

20

OBJECTIVES OF THE PROJECT

•

To find number of brands of consumer durable in Nashik 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.

21

Research Methodology

Research methodology is considered as the nerve of the project. Without a proper well-

organized research plan, it is impossible to complete the project and reach to any conclusion.

The project was based on the survey plan. The main objective of survey was to collect

appropriate data, which work as a base for drawing conclusion and getting result.

Therefore, research methodology is the way to systematically solve the research problem.

Research methodology not only talks of the methods but also logic behind the methods used in

the context of a research study and it explains why a particular method has been used in the

preference of the other methods

Research design

Research design is important primarily because of the increased complexity in the market as well

as marketing approaches available to the researchers. In fact, it is the key to the evolution of

successful marketing strategies and programmers. It is an important tool to study buyer’s

behavior, consumption pattern, brand loyalty, and focus market changes. A research design

specifies the methods and procedures for conducting a particular study. According to Kerlinger,

“Research Design is a plan, conceptual structure, and strategy of investigation conceived as to

obtain answers to research questions and to control variance.

22

Research design specifies methods and procedures for study. In this study the company was

interested to know the demand of different consumer durable product, about competitors, and

potential for SAMSUNG procedures to be used for the study among retailers/dealer and.

However it was exclusively personal interview.

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.
SAMPLING METHOD
Random Sampling method
SAMPLE SIZE
100 Dealers
Research tools:
Questionnaires
23

RESEARCH AREA
NASHIK DISTRICT-
•

Nashik city
CBS


Panchavati


Cidco


Nashik Road


Dindori Road


Canada Corner


Gangapur Road


MG Road


Deolali camp
•

Malegaon
•

Kalvan
•
Satana
•

Chandwad
•

Deola
24
•

Taharabad
•

Nampur
•

Lakhmapur
•

Wani
•

Yeola
•

Lasalgaon
•

Pimplegaon Baswant
•

Ojhar
•

Manmad
•

Dindori
25

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 Nashik

district.
While visiting the shops we
1. Calculated the display share of the SAMSUNG product in shop.
2. Collected the data of actual monthly sale of the SAMSUNG product in few shop.
3 Found out the problems that the dealer were facing while selling the SAMSUNG
product.
4. Found out the customer response for SAMSUNG products by asking the owner of
the
shop.
5. Checked whether demo calls were attended or not
Scope
26

1. In term of purchasing power parity (PPP), India is the 4th largest economy in the
world
and overtake Japan in the near future become the 3rd largest.
2. Indian consumer durable market is expected to reach $450 billion by on 2010

3. India has the youngest population amongst the major countries. There were lot of people in

the different income categories nearly the two third population is below the age of 35 and nearly

50% is below 25.

4. There were 56 million people in middle class, who were earning us$4,400-
US$21,800
a year. And there were 6 million rich household in India.
5. The upper-middle and high-income household in urban areas were expected to
grew to
38.2 million in 2007 as against 14.6 million in 2000.
OPPORTUNITY
1. In India the penetration level of white goods is lower as
compared to other

developing countries.

2. Unexploited rural market.

3. Rapid urbanization.
27

4. Increase in income level, i.e. increase in purchasing power of consumers.

5. Easy availability of finance.
Threats
1. Higher import duties on row materials.
2. Cheap imports from Singapore, China and from other Asian countries.
LIMITATION OF STUDY

Although I tried my best in preparation of this project, but this study has some limitation:

1.The period of the project was not sufficient to study all the factors in deep.

2.Visiting various places for the study consumed a lot of time.

3.We cannot say that what the consumer have revealed will be right for each and
every
situation because their perception is influenced by many factors.
4.Many consumer and dealers/retailers showed less interest in providing information
and
haven’t cooperated.
5.Some of confidential information viz. credit period, schemes, policies and sales
figure
were not disclosed by the competitors.
28

Theoretical Background of the study

Scope of market research in view of modern global business.

Research methods provide you with the knowledge and skills you need to solve the

problems and meet the challenges of a fast-paced decision-making environment. Business

research courses are a recognition that students in business, not-for-profit, and public

organizations – in all functional areas – need training in the scientific method and its application

to decision making. Two factors stimulate an interest in more scientific decision making: (1) the

manager’s increased need for more and better information and (2) the availability of improved

techniques and tools to meet this need.

During the last two decades, we have witnessed dramatic changes in the business environment.

Emerging from a historically economic role, the business organization has evolved in response to

the social and political mandates of national public policy, explosive technology growth, and

continuing innovations in global communications. These changes have created new knowledge

needs for the manager. Other knowledge demands have arisen from problems with mergers,

trade policies, protected markets, technology transfers, and macroeconomic savings –

investment issues.

The trend toward complexity has increased the risks associated with business decisions, making

it more important to have a sound information base. Increased complexity means there are more

variables to consider. The competition is more vigorous, with many business downsizing to make

competitive gains. Workers, shareholders, customers, and

29

the public are better informed and more sensitive to their self-interest. Government continues to

show concern with all aspects of society. Each of these factors demands that managers have

more and better information upon which to base decisions.

To do well in such an environment, you will need to be equipped with an understanding of

scientific methods and a means of incorporating them into decision making. You will need to

know how to identify good research and how to conduct it. This book addresses these needs.
As the complexity of the business environment has increased, there has been a commensurate,

increase in the number and power of the tools to conduct research. There is vastly more

knowledge in all fields of management. We have begun to build better theories. The computer

has given us a quantum leap in the ability to deal with problems. New techniques of quantitative

analysis take advantage of this power. Communication and measurement techniques have also

been enhanced. These trends reinforce each other and are having a massive impact on

business management.
sources of collection of primary and secondary data for market research.
ta sources may be classified as either internal (organizational) or external sources of
information.
Internal Sources

Internal sources of organizational data are so varied that it is difficult to provide generalizations

about their use. Accounting and management information systems create and store much of the

internal data. Research and development, planning, and marketing functions also contribute.

Examples are departmental reports, production summaries, financial and accounting reports, and

marketing and sales studies. The collection methods

30

used are unique to the specific situation, and collection success depends on knowing just where

and how to look. Sometimes the information may exist in central files (i.e., at headquarters), in

computer database, or in departmental chronological files.

In other organizations, a central library keeps all relevant information. Systematic searches

should be made through exploratory interviews with everyone who handles the information. Often
company librarians, MIS. PR/communications, or departmental secretaries can help in

pinpointing critical data sources. Internal data sources may be the only source of information for

many studies.
External Sources

External sources are created outside the organization and are more varied than internal sources.

There are also better defined methods for finding them. This discussion is restricted to published

sources, although other sources of information may be useful.

Published sources of data can be classified into five categories. The newest and fastest growing

one is computerized database. They are composed of interrelated data files. The files are sets of

records grouped together for storage on some medium. Access may be through online search or

CD-ROM. Online databases are often specialized and focus on information about a particular

field.

Major source of published information consists of diverse materials from special collections.

Within this category there are many reference books, each a compendium of a range of

information. A second group includes university publications, of which there are master’s theses,

doctoral dissertations, and research records. A third group includes company publications such

as financial reports, company policy statements, speeches by prominent executives, sales

literature, product specifications, and many others. There are

31
miscellaneous information sources consisting of the productions of various trade, professional

and other associations. These organizations often publish statistical compilation, research report,

and proceeding of meeting.

Data Analysis and Interpretation
Table No.1
Number of company’s product sold by dealers.
Sr. No.
PRODUCT
NO. OF RESPONDENTS
1
C-TV
86
2
C-TV &
REFRIGERATOR
67
3
C-TV &
REFRIGERATOR &
WASHING MACHINE
56
4
ABOVE ALL
92
TOTAL
301
Source:- Survey
Graph No. 1
INTERPRETATION:-
32
According to survey, 86 dealers were sold only C-TV, 67 dealers were sold C-TV and

REFRIGERATOR, 56 dealers were sold C-TV and REFRIGERATOR, WASHING MACHINE and

92 dealers were sold all product.

Table no. 2 shows no. of company’s product sold from dealer’s shop.
Sr. NO.
NO. OF COMPANIES
PRODUCT
NO. OF RESPONDENTS
1
FIVE
33
2
FOUR
24
3
THREE
9
4
TWO
34
TOTAL
100
Source:- Survey
Graph No. 2
INTERPRETATION-
33
According to survey, 33 dealers were sold 5 brands, 34 dealers were sold only 2
brands
from their shops.
Table No.3 Shows Major brand of C-TV sold by dealers.
Sr. NO.
BRAND
NO. OF
RESPONDENTS
PERCENTAGE
1
LG
39
39
2
VIDEOCON
23
23
3
SAMSUNG
18
18
4
SANSUI
11
11
5
ONIDA
9
9
TOTAL
100
100
Source:- Survey
Graph No. :- 3
34
INTERPRETATION-
According to dealers, in Nashik district LG is leading in
C-TV with 39%, after that VIDEOCON is 2nd with 23% and then SAMSUNG is on 3rd
with 18%.
Table No.4
Most important parameter for more sale of C-TV
Sr. NO.
REASONS FOR
MORE SALES
NO. OF
RESPONDENTS
PERCENTAGE
1
Price
28
28
2
Quality
30
30
3
Service
17
17
4
Advertisement
15
15
5
Schemes
10
10
TOTAL
100
100
Source:- Survey
Graph No.4
INTERPRETATION-
35
According to dealers, Price is most important parameter for more sale of C-TV
and then Quality, Services, Advertisement and Schemes.
Table No. 5 shows the major brands of REFRIGERATOR sold by dealers.
Sr. NO
BRAND
NO. OF
RESPONDENTS
PERCENTAGE
1
LG
22
22
2
VIDEOCON
13
13
3
SAMSUNG
9
9
4
GODREJ
12
12
5
WHIRLPOOL
19
19
6
KELVINATOR
16
16
7
KENSTAR
9
9
TOTAL
100
100
Source:- Survey
Graph No. 5
36
INTERPRETATION-
According to dealers, LG also leading in the REFRIGERATOR market in Nashik district
with 22%,
After that Whirlpool and Kelvinator is following them.
Table No.6 shows
most important parameter for more sale of REFRIGERATOR
Sr. NO.
REASONS FOR
MORE SALES
NO. OF
RESPONDENTS
PERCENTAGE
1
Price
27
27
2
Quality
32
32
3
Service
19
19
4
Advertisement
13
13
5
Schemes
9
9
TOTAL
100
100
Source:-Survey
Graph No. :- 6
INTERPRETATION-
37
According to dealers, most important parameter for more sale of Refrigerator
is Quality and then Price, Services, Advertisement and Schemes.
Table no.7 shows Major brands of Washing Machine sold by dealers.
Sr. NO.
BRAND
NO. OF
RESPONDENTS
PERCENTAGE
1
LG
18
18
2
VIDEOCON
11
11
3
SAMSUNG
15
15
4
IFB
7
7
5
WHIRLPOOL
21
21
6
GODREJ
9
9
7
KELVINATOR
10
10
8
KENSTAR
9
9
TOTAL
100
100
Source:- Survey
Graph No. :-7
MAJOR BRAND OF WASHING MACHINE
18%
11%
15%
7%
21%
9%
10%
9%
LG
VIDEOCON
SAMSUNG
IFB
WHIRLPOOL
GODREJ
KELVINATOR
KENSTAR
38
INTERPRETATION-
According to dealers, LG is leading in Washing Machine market with 18%, after that
VIDEOCON and SAMSUNG is leading in Nashik district.
Table No.8 shows most important parameter for more sale of Washing Machine
Sr. NO.
REASONS FOR
MORE SALES
NO. OF
RESPONDENTS
PERCENTAGE
1
Price
26
26
2
Quality
32
32
3
Service
24
24
4
Advertisement
10
10
5
Schemes
8
8
TOTAL
100
100
Source:- Survey
Graph No.8
INTERPRETATION-
39
According to dealers, the most important factor which affects the sales of washing
machine is QUALITY, and then prices and services is considered by the customers.
Table No.9 shows Major brands of DVD sold by dealers.
Sr. NO.
BRAND
NO. OF
RESPONDENTS
PERCENTAGE
1
LG
11
11
2
VIDEOCON
13
13
3
SAMSUNG
10
10
4
ONIDA
15
15
5
PHILIPS
22
22
6
SANSUI
12
12
7
SONY
8
8
8
INTEX
9
9
TOTAL
100
100
Source:-Survey
Graph No. :- 9
MAJOR BRAND OF DVD
11
13
10
15
22
12
8
9
05
10
15
20
25
LG
VIDEOCO
N
SAMSUNG
ONIDAPHILIP
SSANSUI
SONY
INTEX
BRANDS
NO.OFRESPON
DE
NTS
NO. OF RESPONDENTS
40
INTERPRETATION-
According to dealers, PHILIPS is the most popular brand in DVD market with 22%,
after
that ONIDA with 15% and VIDEOCON with 13% on 3rd position.
Table No.10 shows most important parameter for more sales of DVD
Sr. NO.
REASONS FOR
MORE SALES
NO. OF
RESPONDENTS
PERCENTAGE
1
Price
21
21
2
Quality
42
42
3
Service
17
17
4
Advertisement
8
8
5
Schemes
12
12
TOTAL
100
100
Source:- Survey
Graph No. 10
INTERPRETATION-
41
According to dealers, Quality is major factor in respect of more sale of DVD, and then
Services and prices were to be considered.
Table No.11shows Major Brand of MICROWAVE OVEN sold by dealers.
Sr. NO.
BRAND
NO. OF
RESPONDENTS
PERCENTAGE
1
LG
18
18
2
VIDEOCON
13
13
3
SAMSUNG
15
15
4
KENSTAR
21
21
5
GODREJ
9
9
6
PHILIPS
8
8
7
BAJAJ
9
9
8
SONY
7
7
TOTAL
100
100
Source:- Survey
Graph No. 11
NO. OF RESPONDENTS
18
13
15
21
9
8
9
7
05
10
15
20
25
LG
VIDEOCON
SAMSUNGKENS
TARGODREJPH
ILIPS
BAJAJ
SONY
NO. OF RESPONDENTS
42
INTERPRETATION-

According to dealers, KENSTAR is very popular brand for microwave oven. KENSTAR is making

a huge business as compare to other competitors after that LG and then SAMSUNG. According

to dealers, microwave oven does not have that much demand as compare to other consumer

durable product.
Table No.12 shows Reason for more sales of MICROWAVE OVEN
Sr. NO.
REASONS FOR
MORE SALES
NO. OF
RESPONDENTS
PERCENTAGE
1
Price
21
21
2
Quality
36
36
3
Service
14
14
4
Advertisement
17
17
5
Schemes
12
12
TOTAL
100
100
Source:- Survey
Graph No. 12
INTERPRETATION-
43
The most important factor of more sales of microwave oven is QUALITY of the
product.
Quality is mostly affected on sales of microwave oven.
Table NO.13 shows High Profit margin brands
Sr. No.
BRANDS
NO. OF
RESPONDENTS
PERCENTAGE
1
LG
21
21
2
SAMAUNG
18
18
3
WHIRLPOOL
16
16
4
VIDEOCON
13
13
5
SONY
11
11
6
GODREJ
9
9
7
PHILIPS
7
7
8
KENSTAR
5
5
TOTAL
100
100
Source:- Survey
Graph No.13
HIGH PROFITABLE BRAND
05
10
15
20
25
LG
SAMAUNG
WHIRLPOOL
VIDEOCON
SONYGODREJP
HILIPS
KENSTAR
BRANDS
NO.OFRESPON
DEN
TS
NO. OF RESPONDENTS
44
INTERPRETATION-
According to dealers, in Indian consumer durable industry
LG is leading company because of their low pricing policy and the better quality of

product.

SAMSUNG is on 2nd position, if SAMSUNG will change their pricing policy like LG and

VIDEOCON then SAMSUNG should be on 1st position.

Table No.14 shows Suggestion from dealers for SAMSUNG to increase the business
Sr. No.
SUGGESTION
NO. OF RESPONDENTS
1
FAST AND REGULAR
AFTER SALES SERVICE
31
2
REDUCE PRICES
21
3
INCREASE DEALER
MARGIN
15
4
ADVERTISMENT AT
RURAL AREA
13
5
IMPROVE QUALITY
10
6
REGULAR SCHEMES
9
TOTAL
100
Source:- Survey
Graph No.14
45

45
05
10
15
20
25
30
35
SUGGESTION
FASTAND
REGULAR
AFTERSALES
SERVICE
REDUCE
PRICES
INCREASE
DEALER
MARGIN
ADVERTISMEN
T
ATRURAL
AREA
IMPROVE
QUALITY
REGULAR
SCHEMESAND
LUCKYDRAW
NO.
1
2
3
4
5
6

Series1 Series2 Series3 Series4 Series5 Series6 Series7

INTERPRETATION-
According to suggestion of dealers, AFTER SALES SERVICE is most important factor
which is helping to the SAMSUNG for increase the sales.
After that PRICES OF THE PRODUCT should be economic. DEALER MARGIN
should increase for motivation of dealers.
FINDING
1. We came to know while visiting the shop most of the dealers sold entire consumer
durable product including C-TV, Refrigerator, Washing Machine, DVD, Microwave
oven.

2. We know that during the survey in consumer durable industry in Nashik district and rural area

of nashik district LG is leading in Colour television, Washing Machine, Refrigerator.

46

3. Study shows that quality is most important parameter for more sale of colour
television
and then price is considered by consumers.
4. Study shows that quality of the product is most important parameter for
Refrigerator
then price is considered by consumers.
5. While visiting the shop we came to know that quality is most important parameter
which is affect on more sales of Washing Machine.
6. According to Survey, Philips is most popular brand for DVD.
7. We came to know that while visiting the shop, Kenstar is most preferable brand for
Microwave oven because of their quality.
8. While visiting the shop we know that LG is gives high profit margin as compare to
other competitors.
9. While visiting the shop dealers suggested that after sales service is most
important
factor which contributes towards the sales of Consumer durables.

10. All the dealers were not satisfied with the profit margin.

11. SAMSUNG product is costly as compare to LG and VIDEOCON.

12. Maximum rural area is covered by the VIDEOCON because of their low price
products.
47

13. We came to know while visiting the shops that there was big problem of after
sales
service.
14. Many dealers were facing the problem of after sale service because there is no
follow
up calls from SAMSUNG.s
15. Demo calls also not done properly.

16. LG and Videocon is the main competitor of SAMSUNG.

17. Advertising of SAMSUNG CTV is more effective as compare to the competitors.

18. Sales promotion scheme were sufficient.

SUGGESTIONS &RECOMANDETION
•

Company should improve the after sales service of products as it is the main
factor for the sales of consumer products.
•

If the SAMSUNG Ltd. reduces their product price like LG and VIDEOCON then
SAMSUNG will take over the LG in all categories.
•

Company should distribute free key chain, calendar, t-shirts for making brand
popular among people.
48
•

Company should introduce low price and low power consumption Refrigerator for
acquiring the middle income group.
•

Dealer desire more advertisement to be done through local newspaper and cable
TV ads. To make consumers aware about the product.
•

Prompt of service in time.

•

Advertisements of the company’s products should focus on quality rather then

price.
•

Company should target upper middle class or premium class customers.

•

Company should introduce low cost products to satisfy the needs of low or middle
 class.
•

Demo calls as well as follow up Help Company to maintain customer relationship

and hence the company should focus on these aspects.
•

SAMSUNG ltd. should concentrate on after sales service.

•

SAMSUNG ltd. should try to trap the rural market.

•

SAMSUNG ltd. Establish the service center as per taluka place.

49

Conclusion
•

With respect to the above study and the findings thereby, the company has
definitely entrenched into the urban market.
•

With few more concerted efforts, the said organization needs to enter the rural
market in order to completely establish itself all over.
50

ANNEXURE
A. Questionnaire
Study of Consumer Durable Market for SAMSUNG Electronics Ltd. With
Special reference To Nashik district.
Name of shop:
Address:
Contact no.:
1) Which is consumer durable product you sold from your shop?
□C-TV
□Refrigerator
□Washing Machine
□DVD
□Microwave
2) How many no. of company’s product you sold from your shop?
□ONE_______________________________________________
□TWO_______________________________________________
51

□THREE_____________________________________________
□FOUR______________________________________________
□FIVE_______________________________________________
□SIX________________________________________________
3) Which is major brand of Colour-Television you sold from your shop?
□SAMSUNG
□LG
□ Videocon
□ Onida
□ Sansui
4) What is the important parameter for more sales of Colour-Television brand?
□Price
□ Quality
□ Services
□ Advertisement
□ Schemes
5) Which is major brand of Refrigerator you sold from your shop?
□ Godrej
□ Whirlpool
□ Kenstar
□ LG
□ SAMSUNG
□ Videocon
□ Kelvinator
6) What is the important parameter for more sales of Refrigerator brand?
□ Price
□ Quality
□ Services
□ Advertisement
□Schemes
7) Which is major brand of Washing Machine you sold from your shop?
□ IFB
□ Whirlpool
□ Kenstar
□ LG
□ SAMSUNG
□ Videocon
□ Kelvinator
□ Godrej
8) What is the important parameter for more sales of Washing Machine brand?
□ Price
□ Quality
□ Services
□ Advertisement
□ Schemes
9) Which is major brand of DVD you sold from your shop?
□SAMSUNG
□ LG
□ Videocon
□ Onida
□ Sansui
□ Philips
□ Intex
□SONY
10) What is the important parameter for more sales of DVD brand?
□ Price
□ Quality
□ Services
□ Advertisement
□ Schemes
11) Which is major brand of Microwave you sold from your shop?
□SAMSUNG
□ LG
□ Videocon
□ Kenstar
□ Godrej
□ Philips
□ Bajaj
□SONY
12) What is the important parameter for more sales of Microwave brand?
□Price
□ Quality
□ Services
□ Advertisement
□ Schemes
52

13) Which company’s product you give high profit margin?

□SAMSUNG
□LG
□VIDEOCON
□SONY
□WHIRLPOOL
□GODREJ
□PHILIPS
□KENSTAR
14) What are your suggestions for SAMSUNG to increase the sales?
_________________________________________________________________
_________________________________________________________________
_B. LIST OF DEALERS:-
Sr.
no.
Name
of
the
Counter
Name of Dealar
Contact No.
LOCATION
1
Manoj Electronics
Manoj Kumat
9822312422
Nasik Road
2
Boathara
Electronics
Subhash
Bothara
0253-2463049 Nasik Road
3
Hari-Om(Next)
mahesh
9422259994
Nasik Road
4
Sai-Sakshi
Electronics
Umesh Shinde
0253-2454242 Nasik Road
5
Sushil Electronics
Pravin Lodha
0253-2467523 Nasik Road
6
Jupiter Appliances
Bharat N.D.
0253-2462212 Nasik Road
7
Shubham
Electronics
Sanjay Sanghvi
9422271504
Nasik Road
8
Kirti Electronics
Sumit Kochar
9860666696
Jail Road
9
Pankaj Electronics
Amol Sangvi
9890906662
Jail Road
10
Gulzar Electronics
2491927
Deolali Camp
11
New TV Center
2492700/2491 Deolali Camp
53
800
12
Ashoka Electronics
Jitendra Gujrani
0253-2512323Dindori
Road,
Nasik
13
Patwa Electronics
Rushabh Patwa
9272702661
Dindori
Road,
Nasik
14
Shivam Electronics
Narendra Deore 9923680046
Dindori
Road,
Nasik
15
Sai-Parth
Electronics
Jayant
Deopurkar
0253-2532090Dindori
Road,
Nasik
16
H. Joshi Bros.
Chandubai Joshi 0253-2310438Canada
Corner,
Nasik
17
Banwarilal
Marketing
Basant Hisaria
0253-2577563Canada
Corner,
Nasik
18
Uttam Electronics
Uttam Hisaria
0253-2574700Canada
Corner,
Nasik
19
Swastik Ref.
s.s.lodha
2317434
Canada
Corner,
Nasik
20
Adarsh Electronics
p.bojwani
2504722
Tilak Road, Nasik
21
Yogesh Electronics
s.wani
2573610
MG Road, Nasik
22
Electronics Corner
s.lodha
2511654
Malegaon Stand,
Nasik
23
Sai Elect.
Thete
9371030880
Pimplegaon
24
Parakh Appliances
narendra parakh
2580229
M.G.road
25
Prince Electronics
Pramod Patil
9423934057
Nampur
26
Shivam Electronics
Chandrakant
Savant
234419
Nampur
27
Krushna Electronics Genmal Lodha
0253-2372269 uttam nagar
28
Parakh Electronics
Nandlal Parakh
9225128158
Trimurti
Chowk,
Nasik
29
Mayur electronics
Anil Choudhari
9371528872
uttam nagar
30
Parakh elec.
parakh
2580229
M.G.road
31
Jagdish Electronics Rajendra Rathi
9422763842
Pavan
Nagar,
Nasik
32
Bhavsar Electronics Ravi Bhavsar
9763326097Trimurti
Chowk,
Nasik
33
Lakshmikrupa elec. Nilesh Mane
Ganesh chowk
34
Atul Electronics
atul lute
9422757951 Yeola
35
Jai Durga
265970
Yeola
36
Rashmi Electronics
_
9850030301 Yeola
37
Khambekar
s. khambekar
_
Yeola
54
38
Vaibhav Electronicsvaibhav
9975701761 Yeola
39
New
Bhansali
Electronics
02550-
266629
Lasalgaon
40
Harshad Enterprises
02550-
266936
Lasalgaon
41
Bhavsar Electronics Ravi Bhavsar
9763326097Pavan
Nagar,
Nasik
42
Bharat Electronics
b.jivansingh
266165
Lasalgaon
43
parakh sales
Yogesh Parakh
9850893329 uttam nagar
44
Raj Music Center
Hemant Jadhav
9422269618 Chandwad
45
Hari-Om TV Center
Rupesh Gaikwad 9890693907 Chandwad
46
Kalpesh ElectronicsPrakash
Gaikwad
9960188597 Chandwad
47
mahavir electronicsm.chhajed
9272994280 Dindori
48
Sapana Electronics
Vardhaman
Abad
02556-
252252
Chandwad
49
Shiv krupa elec.
sunil mane
9890237260 Adgaon naka
50
Lata electronics
kiran palve
2377139
uttam nagar
51
Manoj
Home
Apliances
02591-
261736
Manmad
52
Sanjay Furniture
9372447091 Manmad
53
Anokha Electronics
9422247900 Manmad
54
samartha
enterprises
Bhaskar Deore
9423128050 Taharabad
55
Suvidha electronics Madhavrav Aher 9423931129 Deola
56
mahavir electronics Ravi Ostawal
9423181592 deola
57
Para electronics
Sanjay Para
9881437299 Satana
58
Yashwant electr.
Deepak Ahire
02555-
224647
Satana
59
Alfa electronics
Manoj
Hemchand
9422755187 Satana
60
Kalyani electronics
Prashant
Bhamre
02555-
225951
Satana
61
Jalaram electronics
Vasant Nikam
02555-
223828
Satana
62
Sudhir electronics
Sunil
Brahamankumr
02555-
223325
Satana
63
Gajanan electronics Satyajeet Deore 9225141994 Kalwan
64
Saptashrungi elec.
Bhushan Kothari02592-
221019
Kalwan
55
65
Bhagyalakshmi
elec.
Ganesh Malpure 9422764137 Kalwan
66
Shrisamartha elec. ShaileshAher
9423071963 Kalwan
67
Malegaon
electronics
Malegaon Store
02554-
232946
Malegaon
68
Krushna Electronics KrushnaShinde
9423934118 Malegaon
69
Khandelwalelectr.
Nitin Khandelval02554-
235889
Malegaon
70
Komal electronics
ManoharNikam
02554-
235794
Malegaon
71
Prashant electronics SantoshNikam
02554-
235704
Malegaon
72
Arihant electronics
Pradip Jain
9422758911 Malegaon
73
Sony electronics
Kiran
Suryawanshi
9860020808 Lakhmapur
74
Shrisaptashrungi
VaibhavBachav 9860347185 Lakhmapur
75
Yash electronics
Sanjay Jadhav
9890777842 Lakhmapur
76
Shivkrupa elec.
Purushotam
Bhamre
9881951471 Taharabad
77
Gurukrupa
electroncs
r.bamb
241520
Niphad
78
Kalyani electronics
nitin& babasaheb9860520032 Niphad
79
Om electronics
d. khapre
9850629003 Niphad
80
Madhurielectronicssharadahinde
241258
Niphad
81
Jain electronics
Jain
9225657151 Niphad
82
Shivam electronics
Prakash
Chavhan
0253-
2577524
M.G.road
83
Parakh electronics
NarendraParakh 9822457539 M.G.road
84
mahavir electronics Guvtam Jain
9420363171 Ojharmig
85
SantoshielectronicsPrabhakar
Navase
9850975230 Ojharmig
86
Jayashree
enterprises
SoniParesh
9860966670 Ojharmig
87
Mayur electronics
k.gaikwad
02550-
275495
Ojharmig
88
Ajit electronics
AjitShejwal
02550-
271289
Ojharmig
89
jitendra electronics
Jitendra
Welgaonkar
0253-
2340321
Ganagapur road
90
sai enterprises
Satish Kaka
0253-
2311343
Sharanpur road
91
Sahaj electronics
Balasaheb
Sonawane
9850885135 Uttamnagar
92
Shree
Swami
Samartha
p.bhatevara
9890067152 Pimplegaon
93
Gurukrupa
j.bamb
9373691777 Pimplegaon
56
electroncs
94
Jain electronics
Jain
251096
Pimplegaon
95
Saubhagya elec.
Ashish Bora
02557-
220450
Vani
96
Anand elec.
Sameer Sharma 9890416579 Vani
97
Shriji Electronics
Umesh Joshi
9763662920 Panchavati
98
Mahalaxmi
Electronics
Yogesh Wadekar0253-
2516309
Panchavati
99
Bholenarth
Refrigerator
Jimmy Joshi
9823051420 Panchavati
100 New Jaymatadi
Santosh Mishra
9373915550 Panchavati
B). Bibliography

1-http://www.samsung.com/in/aboutsamsung/index.html

2-http://www.samsung.com/in/aboutsamsung/corporateprofile/index.html
3-http://www.samsung.com/in/aboutsamsung/corporateprofile/history.html

4-http://www.samsung.com/in/aboutsamsung/corporateprofile/visionmission.html
5- http://www.samsung.com/in/consumer/index.html
57

58

SAMSUNG mba summer project

Download this Document for FreePrintMobileCollectionsReport Document
Report this document?
Please tell us reason(s) for reporting this document
Top of Form

Spam or junk

Porn adult content

Hateful or offensive
If you are the copyright owner of this document and want to report it, please follow these
directions to submit a copyright infringement notice.
Report Cancel
Bottom of Form

This is a private document.

Info and Rating
Reads:
13,314
Uploaded:
09/10/2009
Category:
Research>Business & Economics
Rated:

Copyright:
Attribution Non-commercial

samsung project
samsung home
consumer market
india consumer
reportindia
appliances project
(more tags)
samsung project
samsung home
consumer market
india consumer
report india
appliances project
survey project
philips
scribd mba
samsung world
study analysis
electronics project
tv market
(fewer)
panpatilswapnil
Ads by Google

Mobile Plans in Singapore

Your Choice of Handset for $0. Stay
in Touch with Your Family Always.
www.SingTel.com/Expat

MBA in Hospitality
Reach your full potential at KDU
Malaysia. Find out more here!
www.kdu.edu.my/postgraduate

IIPM: Best MBA Placements

Ranked No.1 in Global Exposure.
Register Now for free prospectus.
www.iipm.info/Admissions_2011

Share & Embed

Related Documents
PreviousNext
1.

p.
 p.

p.

2.

p.

p.

p.

3.
 p.

p.

p.

4.

p.

p.
 p.

5.

p.

p.

p.

6.

p.
 p.

p.

7.

p.

p.

p.

8.
 p.

p.

p.

9.

p.

p.
 p.

10.

p.

p.

p.

11.

p.
 p.

p.

12.

p.

p.

p.

13.
 p.

p.

p.

More from this user

PreviousNext
1.

76 p.

253 p.
 8 p.

2.

11 p.

34 p.

7 p.

3.

15 p.
 36 p.

58 p.

Recent Readcasters
Add a Comment
Top of Form

Submit

share:
Characters: 400

Bottom of Form

Prince Rajleft a comment

WONDERFULL EFFORT, GUD JOB
04 / 26 / 2010

Reply
Report
69pistolleft a comment
Thanx for this generous act of yours.
04 / 02 / 2010

Reply
Report

Print this document

High Quality
Open the downloaded document, and select print from the file menu (PDF reader required).
Download and Print
Add this document to your Collections
This is a private document, so it may only be added to private collections.
+ Create a New Collection
Top of Form

Name:

Description:

Collection Type:
public locked: only you can add to this collection, but others can view it
public moderated: others can add to this collection, but you approve or reject additions
private: only you can add to this collection, and only you will be able to view it

Save collection Cancel

Bottom of Form

Finished? Back to Document