Project Report on SAMSUNG Consumer Durables
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A PROJECT REPORT ON Study of Consumer Durable Market For SAMSUNG ELECTRONICS LTD. With Special reference to NASHIK district A report submitted in the partial fulfillment of the requirements of the MBA program of the University of Pune By Swapnil D. Panpatil MBA - Marketing 2008-2010 PIREN’S Institute of Business Management And Administration Loni – Bk. 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: Date: 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 email, 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, experiences 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 Sr.no. 1. 2. 3. 4. 5. 6. Introduction Industry Profile Company Profile Product Profile Objective of Study Contents Page no. Research Methodology 1.Primary data 2. Secondary data 3.Sampling 4. Scope of the study 5.Limitations of the study Theoretical Background of the study Data Analysis Findings Recommendations Conclusion Bibliography 7. 8. 9. 10 11 10. 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 wellacknowledged brands, and hold over wide distribution network. However, the penetration level of the consumer durables is still low in India. 6 Indian Consumer durables market used to be dominated by few domestic players like Godrej, Voltas, Allwyn and Kelvinator. But post liberalization many foreign companies have entered into Indian market dethroning the Indian players and dominating Indian market the major categories being CTV, REFRIGRATOR, MICROWAVE OVEN and WASHING MACHINES. India being the second largest growing economy with huge consumer class has resulted in consumer durables as the fastest growing industries in India. LG, SAMSUNG the two Korean companies have been maintaining the lead in the market with LG being leader in almost all the categories. The rural market is growing faster than the urban market, although the penetration level is much lower .The CTV segment is expected to the largest contributing segment to the overall growth of the industry. The rising income levels double-income families and consumer awareness were the main growth drivers of the industries. 7 INDUSTRY PROFILE 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. 8 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. 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 9 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. 10 COMPANY PROFILE SAMSUNG – Introduction 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 “digitalCompany”. 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 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 2007 • • • 13 the U.S. • Attained No.1 worldwide market share position for LCD for the sixth year in a row 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 2006 • • • • • • 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 February 2005 November 2004 held in Mumbai on 16th September. Mr. S. H. Oh appointed as the President and Chief Executive Officer of Samsung South West Asia. Samsung received the Golden Peacock Special commendation Certificate for Corporate Social Responsibility (Private Sector) for the February 2004 February 2004 November 2003 August 2003 June 2003 December 2002 October 2002 year 2004 from Mr. Shivraj Patil, Union Home Minister. India made regional headquarters for Samsung Southwest Asia. Mr. K. S. Kim appointed as the First President and Chief Executive Officer of Samsung South West Asia. Inaugurated Samsung's new, High-Tech, advanced Refrigerator facility. Commencement of production at refrigerator facility in Noida. Merger of SIEL with SEIIT. Software technology park set up at Noida Construction commences for 5,000,000 refrigerator plant in Noida Samsung unveils new technology for Consumer Home Entertainment (DNIe™) June 1996 May 1996 Foundation Stone laid for CTV Factory at Noida, Uttar Pradesh. Launch in South 14 Home Appliances Launch December 1995 August 1995 Samsung India Electronics (SIEL) products launched in India. 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 wellorganized 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 • • • • • Malegaon Kalvan Satana Chandwad Deola CBS Panchavati Cidco Nashik Road Dindori Road Canada Corner Gangapur Road MG Road Deolali camp 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 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 26 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 developing countries. 2. Unexploited rural market. 3. Rapid urbanization. 4. Increase in income level, i.e. increase in purchasing power of consumers. 5. Easy availability of finance. compared to other 27 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 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. 29 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 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. 30 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 miscellaneous information sources consisting of the productions of various trade, 31 professional and other associations. These organizations often publish statistical compilation, research report, and proceeding of meeting. Data Analysis and Interpretation Table No.1 Sr. No. 1 2 3 4 TOTAL Number of company’s product sold by dealers. PRODUCT C-TV C-TV & REFRIGERATOR C-TV & REFRIGERATOR & WASHING MACHINE ABOVE ALL NO. OF RESPONDENTS 86 67 56 92 301 Source:- Survey Graph No. 1 INTERPRETATION: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. 32 Table no. 2 shows no. of company’s product sold from dealer’s shop. Sr. NO. 1 2 3 4 TOTAL NO. OF COMPANIES PRODUCT FIVE FOUR THREE TWO NO. OF RESPONDENTS 33 24 9 34 100 Source:- Survey Graph No. 2 INTERPRETATIONAccording to survey, 33 dealers were sold 5 brands, 34 dealers were sold only 2 brands from their shops. 33 Table No.3 Shows Major brand of C-TV sold by dealers. Sr. NO. 1 2 3 4 5 TOTAL BRAND LG VIDEOCON SAMSUNG SANSUI ONIDA NO. OF RESPONDENTS 39 23 18 11 9 100 PERCENTAGE 39 23 18 11 9 100 Source:- Survey Graph No. :- 3 INTERPRETATIONAccording 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%. 34 Table No.4 Sr. NO. 1 2 3 4 5 Most important parameter for more sale of C-TV REASONS FOR MORE SALES Price Quality Service Advertisement Schemes TOTAL NO. OF RESPONDENTS 28 30 17 15 10 100 PERCENTAGE 28 30 17 15 10 100 Source:- Survey Graph No.4 INTERPRETATIONAccording to dealers, Price is most important parameter for more sale of C-TV and then Quality, Services, Advertisement and Schemes. 35 Table No. 5 shows the major brands of REFRIGERATOR sold by dealers. Sr. NO 1 2 3 4 5 6 7 TOTAL BRAND LG VIDEOCON SAMSUNG GODREJ WHIRLPOOL KELVINATOR KENSTAR NO. OF RESPONDENTS 22 13 9 12 19 16 9 100 Graph No. 5 PERCENTAGE 22 13 9 12 19 16 9 100 Source:- Survey INTERPRETATIONAccording to dealers, LG also leading in the REFRIGERATOR market in Nashik district with 22%, 36 After that Whirlpool and Kelvinator is following them. Table No.6 shows Sr. NO. 1 2 3 4 5 TOTAL most important parameter for more sale of REFRIGERATOR REASONS FOR MORE SALES Price Quality Service Advertisement Schemes NO. OF RESPONDENTS 27 32 19 13 9 100 PERCENTAGE 27 32 19 13 9 100 Source:-Survey Graph No. :- 6 INTERPRETATIONAccording to dealers, most important parameter for more sale of Refrigerator is Quality and then Price, Services, Advertisement and Schemes. 37 Table no.7 shows Major brands of Washing Machine sold by dealers. Sr. NO. 1 2 3 4 5 6 7 8 BRAND LG VIDEOCON SAMSUNG IFB WHIRLPOOL GODREJ KELVINATOR KENSTAR TOTAL NO. OF RESPONDENTS 18 11 15 7 21 9 10 9 100 Graph No. :-7 MAJOR BRAND OF WASHING MACHINE PERCENTAGE 18 11 15 7 21 9 10 9 100 Source:- Survey 10% 9% 9% LG 18% 11% VIDEOCON SAMSUNG IFB WHIRLPOOL GODREJ 21% 7% 15% KELVINATOR KENSTAR INTERPRETATIONAccording to dealers, LG is leading in Washing Machine market with 18%, after that VIDEOCON and SAMSUNG is leading in Nashik district. 38 Table No.8 shows most important parameter for more sale of Washing Machine Sr. NO. 1 2 3 4 5 REASONS FOR MORE SALES Price Quality Service Advertisement Schemes TOTAL NO. OF RESPONDENTS 26 32 24 10 8 100 PERCENTAGE 26 32 24 10 8 100 Source:- Survey Graph No.8 INTERPRETATIONAccording 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. 39 Table No.9 shows Major brands of DVD sold by dealers. Sr. NO. 1 2 3 4 5 6 7 8 BRAND LG VIDEOCON SAMSUNG ONIDA PHILIPS SANSUI SONY INTEX TOTAL NO. OF RESPONDENTS 11 13 10 15 22 12 8 9 100 Graph No. :- 9 MAJOR BRAND OF DVD NO. OF RESPONDENTS 25 20 15 10 5 0 C O N G ID A H IL IP S S A N SU I S O N Y IN TE X LG U N EO O N S PERCENTAGE 11 13 10 15 22 12 8 9 100 Source:-Survey 22 15 10 12 8 9 NO. OF RESPONDENTS 11 13 A M ID V S INTERPRETATION- P BRANDS 40 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. 1 2 3 4 5 TOTAL REASONS FOR MORE SALES Price Quality Service Advertisement Schemes NO. OF RESPONDENTS 21 42 17 8 12 100 PERCENTAGE 21 42 17 8 12 100 Source:- Survey Graph No. 10 INTERPRETATIONAccording to dealers, Quality is major factor in respect of more sale of DVD, and then Services and prices were to be considered. 41 Table No.11shows Major Brand of MICROWAVE OVEN sold by dealers. Sr. NO. 1 2 3 4 5 6 7 8 BRAND LG VIDEOCON SAMSUNG KENSTAR GODREJ PHILIPS BAJAJ SONY TOTAL NO. OF RESPONDENTS 18 13 15 21 9 8 9 7 100 Graph No. 11 NO. OF RESPONDENTS 25 20 15 10 5 0 N R G O D R E J P H IL IP S G J LG C O ST A AJ A U N EO AM S S O N Y PERCENTAGE 18 13 15 21 9 8 9 7 100 Source:- Survey 21 18 13 15 9 8 9 NO. OF RESPONDENTS 7 ID INTERPRETATIONAccording 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 42 V S K EN B 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. 1 2 3 4 5 TOTAL REASONS FOR MORE SALES Price Quality Service Advertisement Schemes NO. OF RESPONDENTS 21 36 14 17 12 100 PERCENTAGE 21 36 14 17 12 100 Source:- Survey Graph No. 12 INTERPRETATIONThe most important factor of more sales of microwave oven is QUALITY of the product. Quality is mostly affected on sales of microwave oven. 43 Table NO.13 shows High Profit margin brands Sr. No. 1 2 3 4 5 6 7 8 TOTAL BRANDS LG SAMAUNG WHIRLPOOL VIDEOCON SONY GODREJ PHILIPS KENSTAR NO. OF RESPONDENTS 21 18 16 13 11 9 7 5 100 Graph No.13 HIGH PROFITABLE BRAND NO. OF RESPONDENTS 25 20 15 10 5 0 AM LG A W U N H G IR LP O V O ID EO L C O N S O N Y G O D R E J P H IL IP K S EN ST A R PERCENTAGE 21 18 16 13 11 9 7 5 100 Source:- Survey NO. OF RESPONDENTS S BRANDS INTERPRETATIONAccording to dealers, in Indian consumer durable industry LG is leading company because of their low pricing policy and the better quality of product. 44 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. 1 2 3 4 5 6 TOTAL SUGGESTION FAST AND REGULAR AFTER SALES SERVICE REDUCE PRICES INCREASE DEALER MARGIN ADVERTISMENT AT RURAL AREA IMPROVE QUALITY REGULAR SCHEMES NO. OF RESPONDENTS 31 21 15 13 10 9 100 Source:- Survey Graph No.14 35 30 25 20 15 10 5 ADVERTISMENT AT RURAL AREA SUGGESTION FAST AND REGULAR AFTER SALES SERVICE INCREASE DEALER MARGIN 0 REGULAR SCHEMES AND LUCKY DRAW REDUCE PRICES IMPROVE QUALITY Series1 Series2 Series3 Series4 Series5 Series6 Series7 NO. 1 2 3 4 5 6 INTERPRETATIONAccording to suggestion of dealers, AFTER SALES SERVICE is most important factor which is helping to the SAMSUNG for increase the sales. 45 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. 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. 46 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. 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. 47 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. • 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. 48 • 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_______________________________________________ □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 □ SAMSUNG □ Videocon □ Kelvinator □ LG 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 51 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 □ Sansui □ Philips □ Intex □ Onida □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 13) Which company’s product you give high profit margin? □SAMSUNG □LG □VIDEOCON □WHIRLPOOL □GODREJ □PHILIPS 14) What are your suggestions for SAMSUNG to increase the sales? _________________________________________________________________ _________________________________________________________________ _ □SONY □KENSTAR 52 B. LIST OF DEALERS:Sr. no. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 Name of the Counter Manoj Electronics Boathara Electronics Hari-Om(Next) Sai-Sakshi Electronics Sushil Electronics Jupiter Appliances Shubham Electronics Kirti Electronics Pankaj Electronics Gulzar Electronics New TV Center Ashoka Electronics Patwa Electronics Shivam Electronics Sai-Parth Electronics H. Joshi Bros. Banwarilal Marketing Uttam Electronics Swastik Ref. Adarsh Electronics Yogesh Electronics Electronics Corner Sai Elect. Parakh Appliances Prince Electronics Shivam Electronics Krushna Electronics Jitendra Gujrani Rushabh Patwa Narendra Deore Jayant Deopurkar Chandubai Joshi Basant Hisaria Uttam Hisaria s.s.lodha p.bojwani s.wani s.lodha Thete narendra parakh Pramod Patil Chandrakant Savant Genmal Lodha Name of Dealar Manoj Kumat Subhash Bothara mahesh Umesh Shinde Pravin Lodha Bharat N.D. Sanjay Sanghvi Sumit Kochar Amol Sangvi Contact No. 9822312422 0253-2463049 9422259994 0253-2454242 0253-2467523 0253-2462212 9422271504 9860666696 9890906662 2491927 2492700/2491 800 0253-2512323 9272702661 9923680046 0253-2532090 0253-2310438 0253-2577563 0253-2574700 2317434 2504722 2573610 2511654 9371030880 2580229 9423934057 234419 0253-2372269 LOCATION Nasik Road Nasik Road Nasik Road Nasik Road Nasik Road Nasik Road Nasik Road Jail Road Jail Road Deolali Camp Deolali Camp Dindori Road, Nasik Dindori Road, Nasik Dindori Road, Nasik Dindori Road, Nasik Canada Corner, Nasik Canada Corner, Nasik Canada Corner, Nasik Canada Corner, Nasik Tilak Road, Nasik MG Road, Nasik Malegaon Stand, Nasik Pimplegaon M.G.road Nampur Nampur uttam nagar 53 28 29 30 31 Parakh Electronics Mayur electronics Parakh elec. Jagdish Electronics Nandlal Parakh Anil Choudhari parakh Rajendra Rathi 9225128158 9371528872 2580229 9422763842 Trimurti Chowk, Nasik uttam nagar M.G.road Pavan Nagar, Nasik 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 Bhavsar Electronics Lakshmikrupa elec. Atul Electronics Jai Durga Rashmi Electronics Khambekar Vaibhav Electronics New Bhansali Electronics Harshad Enterprises Bhavsar Electronics Bharat Electronics parakh sales Raj Music Center Hari-Om TV Center Kalpesh Electronics mahavir electronics Sapana Electronics Shiv krupa elec. Lata electronics Manoj Home Apliances Sanjay Furniture Anokha Electronics samartha enterprises Suvidha electronics mahavir electronics Ravi Bhavsar Nilesh Mane atul lute _ s. khambekar vaibhav 9763326097 9422757951 265970 9850030301 _ 9975701761 02550266629 02550266936 9763326097 266165 9850893329 9422269618 9890693907 9960188597 9272994280 02556252252 9890237260 2377139 02591261736 9372447091 9422247900 9423128050 9423931129 9423181592 Trimurti Chowk, Nasik Ganesh chowk Yeola Yeola Yeola Yeola Yeola Lasalgaon Lasalgaon Pavan Nagar, Nasik Lasalgaon uttam nagar Chandwad Chandwad Chandwad Dindori Chandwad Adgaon naka uttam nagar Manmad Manmad Manmad Taharabad Deola deola Ravi Bhavsar b.jivansingh Yogesh Parakh Hemant Jadhav Rupesh Gaikwad Prakash Gaikwad m.chhajed Vardhaman Abad sunil mane kiran palve Bhaskar Deore Madhavrav Aher Ravi Ostawal 54 57 58 59 60 61 62 63 64 Para electronics Yashwant electr. Alfa electronics Kalyani electronics Jalaram electronics Sudhir electronics Gajanan electronics Saptashrungi elec. Sanjay Para Deepak Ahire Manoj Hemchand Prashant Bhamre Vasant Nikam Sunil Brahamankumr Satyajeet Deore Bhushan Kothari 9881437299 02555224647 9422755187 02555225951 02555223828 02555223325 9225141994 02592221019 Satana Satana Satana Satana Satana Satana Kalwan Kalwan 65 66 67 68 69 70 71 72 73 74 75 76 77 78 79 80 81 Bhagyalakshmi elec. Shri samartha elec. Malegaon electronics Krushna Electronics Khandelwal electr. Komal electronics Prashant electronics Arihant electronics Sony electronics Shri saptashrungi Yash electronics Shivkrupa elec. Gurukrupa electroncs Kalyani electronics Om electronics Madhuri electronics Jain electronics Ganesh Malpure Shailesh Aher Malegaon Store Krushna Shinde Nitin Khandelval Manohar Nikam Santosh Nikam Pradip Jain Kiran Suryawanshi Vaibhav Bachav Sanjay Jadhav Purushotam Bhamre r.bamb nitin & babasaheb d. khapre sharad ahinde Jain 9422764137 9423071963 02554232946 9423934118 02554235889 02554235794 02554235704 9422758911 9860020808 9860347185 9890777842 9881951471 241520 9860520032 9850629003 241258 9225657151 Kalwan Kalwan Malegaon Malegaon Malegaon Malegaon Malegaon Malegaon Lakhmapur Lakhmapur Lakhmapur Taharabad Niphad Niphad Niphad Niphad Niphad 55 82 83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 100 Shivam electronics Parakh electronics mahavir electronics Santoshi electronics Jayashree enterprises Mayur electronics Ajit electronics jitendra electronics sai enterprises Sahaj electronics Shree Swami Samartha Gurukrupa electroncs Jain electronics Saubhagya elec. Anand elec. Shriji Electronics Mahalaxmi Electronics Bholenarth Refrigerator New Jaymatadi Prakash Chavhan Narendra Parakh Guvtam Jain Prabhakar Navase Soni Paresh k.gaikwad Ajit Shejwal Jitendra Welgaonkar Satish Kaka Balasaheb Sonawane p.bhatevara j.bamb Jain Ashish Bora Sameer Sharma Umesh Joshi Yogesh Wadekar Jimmy Joshi Santosh Mishra 02532577524 9822457539 9420363171 9850975230 9860966670 02550275495 02550271289 02532340321 02532311343 9850885135 9890067152 9373691777 251096 02557220450 9890416579 9763662920 02532516309 9823051420 9373915550 M.G.road M.G.road Ojhar mig Ojhar mig Ojhar mig Ojhar mig Ojhar mig Ganagapur road Sharanpur road Uttam nagar Pimplegaon Pimplegaon Pimplegaon Vani Vani Panchavati Panchavati Panchavati Panchavati B). 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