FIELD STUDY REPORT

On

“The comparison between LG and

Samsung in Satisfaction and
awareness”
Towards partial fulfillment of

Bachelor of Business Administration (BBA)

School of Management, Babu Banarasi Das University, Lucknow

Submitted by

Prankit Soni

BBA 3rd Semester

University Roll No- 1170671245

Session 2018-2019

School of Management

Babu Banarasi Das University

Lucknow
 DECLARATION

I do hereby declare that all the work presented in the Project report entitled “The

comparison between LG and Samsung in Satisfaction and awareness” is carried out and

being submitted at the school of commerce for the award of Bachelor of Commerce,

is an authentic record of Prankit Soni. The work is carried out under the guidance of

Ms. Shiva Singh (Assistant Professor). It hasn’t been submitted at any other place

for any other academic purpose.

Prankit Soni
 ACKNOWLEDGEMENT

Before I get into the thick of the things I would like to add a few heartfelt words for the

people who were part of this field study report in numerous ways and people who gave

unending support right from the stage the project was started, appreciated and encouraged

when being depressed.

In this context I would like to express my gratitude towards my parents and family

members who have constantly supported and played a pivotal role in shaping my career.

I owe my sincere gratitude towards faculty guide Ms. Shiva Singh for extending the

support towards the completion of the vocational project Report.

And finally I would like to thank my friends for their unending support.

Prankit Soni
 PREFACE

Field Study Report is an important part of the Management studies. It bears immense

important in the field of Business Management. It offers the student to explore the

valuable treasure of experience and an exposure to real work culture followed by the

industries and thereby helping the students to bridge gap between the theories explained

in the book and their practical implementations.

Field Study plays an important role in future building of an individual so that we can

understand the real world in which he has to work in future. The theories greatly enhance

our knowledge and provide opportunities to blend theoretical with the practical

knowledge where researcher gets familiar with certain aspect of research. I feel glad to

get myself to do research on topic “The comparison between LG and Samsung in

Satisfaction and awareness”.

 CONTENTS

Chapter I : Introduction…………………………………

 Introduction
Chapter II : About the company…………………………

 Brief history of LG
 Brief history of Samsung
Objective of the study

Chapter III : Research Methodology…………………….

 Research Design
 Sampling
 Data collection methods
 Limitation
Chapter IV : Data Analysis & Interpretation…………...

Chapter V : Finding & Recommendations………………...

 Suggestion
 Conclusion
Bibliography……………………………………………………

Annexure…………………………………………………........

1
 INTRODUCTION
Consumers expect electrical household appliances to be safe, for themselves, their

children and the older members of their families.

Individual consumption expenditure by households covers the actual and imputed final

consumption expenditure incurred by households on the goods and services they require

to satisfy their individual needs and wants.

The White Goods organization is part of a major group of companies that sells electrical

appliances in industrial, commercial and domestic markets. At the time the events in this

case took place, it was not a company in its own right but a division of a larger

organization called Complete Energy Systems. The division dealt only with the domestic

market (households) and two other divisions dealt respectively with industrial and

commercial markets. The case appears in two parts, both dealing with a proposed

reorganization. The first part sets the scene by describing the situation that led up to the

proposed reorganization and part two describes management proposals for the

reorganization itself and the reactions of groups of staff and individuals to the proposals.

It is important to stress that while a trade union plays a prominent part in events, this is

not a case study in industrial relations. Therefore, while reactions to management’s

proposals largely surfaced through the trade union, it is the reactions themselves on

which you should focus your attention, rather than the industrial relations aspects. Like

most industrial relations issues involving negotiation, management’s motives and

considerations were largely unknown to the trade union, which had to deal with the

information provided by management at face value. Nor was management privy to a great

deal of what went on behind the scenes between the trade union and its members.

2
Therefore, unless the case explicitly states that something was revealed by one party to

the other, you should assume that it was known only to the party concerned.

Heavy consumer durables such as air conditioners, refrigerators, stoves, etc., which used

to be painted only in white enamel finish. Despite their availability in varied colors now,

they are still called white goods. See also brown goods.

LG and Samsung both are big white goods product manufacturing companies from South

Korea. Both are equally strong, global companies, and more or less with equal presence

in Indian market.

3
 BRIEF HISTORY OF LG

LG INDIA PVT.LTD
LG Electronics India Pvt. Ltd., a wholly owned subsidiary of LG Electronics, South
Korea was established in January, 1997 after clearance from the Foreign Investment
Promotion Board (FIPB).

The trend of beating industry norms started with the fastest ever-nationwide launch by
LG in a period of 4 and 1/2 months with the commencement of operations in May 1997.
LG set up a state-of-the art manufacturing facility at Greater Noida, near Delhi, in 1998,
with an investment of Rs 500 Crores. This facility manufactured Colour Televisions,
Washing Machines, Air-Conditioners and Microwave Ovens. During the year 2001, LG
also commenced the home production for its eco-friendly Refrigerators and established
its assembly line for its PC Monitors at its Greater Noida manufacturing unit. The
beginning of 2003 saw the roll out of the first locally manufactured Direct Cool
Refrigerator from the plant at Greater Noida.

4
BRIEF HISTORY OF SAMSUNG 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.

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
are located at Noida, near Delhi. Samsung ‘Made in India’ products like Colour
Televisions, Colour Monitors and Refrigerators are 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.

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.

5
 OBJECTIVE OF STUDY
The research will provide an invaluable opportunity to conduct a research and practicing
the theoretical knowledge while pursuing BBA and examining them against the ground
realities.

I am ‘HR, Marketing’ specialization student it will provide me an opportunity to gain

first hand information in depth knowledge about consumer behavior and issues related to
comparative study.

I am concentrating on developing questionnaire and retrieving information. Apart from it

I also collect secondary data, mainly taken from journals, newspapers and Internet will
also be taken into account for this research.

PROFESSIONAL OBJECTIVE:

This Dissertation project is a study of consumer satisfaction in white goods products of

LG and Samsung will be based on the comparison between LG and Samsung consumer
satisfaction.

 What are the factors that affect the consumer satisfaction?

 Determining the factors affecting the consumer satisfaction.

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

PERSONAL OBJECTIVE:

Personal objectives in this project are to gain experience of working in the market and
interacting with people and knowing their views as consumer. Enhancing the indirect
learning about the market and consumer behaviour is another objective which will be
helpful further in future in the field of marketing.

6
 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.

RESEARCH DESIGN

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 LG and SAMSUNG procedures to be used for the study
among retailers/dealer and. However it was exclusively personal interview.

TYPES OF RESEARCH

 DESCRIPTIVE RESEARCH
Descriptive studies are well structured. An exploratory study needs to be flexible in its
approach, but a descriptive study in contrast tends to be rigid and its approach cannot be
changed every now and then. It is therefore necessary, the researcher give sufficient
thought to framing research.

DATA COLLECTION METHOD

After the research problem, we have to identify and select which type of data is to
research. At this stage; we have to organize a field survey to collect the data. One of the
important tools for conducting market research is the availability of necessary and useful
data.

7
 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.

: For primary data collection, we have to plan the following four important aspects.

 Sampling
 Research Instrument

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.

- The Company’s profile, journals and various literature studies are important sources of
secondary data.

 DATA ANALYSIS AND INTERPRETATION

1. Questionnaires
2. Pie chart and Bar chart

Preparation of report:
The report was based on the analysis and presented with the findings and suggestions.
The sample of the questionnaires is attached with the report itself.

8
 SAMPLING METHODOLOGY

Details of the sampling methodology, I have made questionnaire. The one is made for
the Customer.

No. of questions in questionnaires for customer: 07

No. of question related to LG product: 03
No. of people met during the research: 200
No. of respondents during the research: 50

SAMPLE UNIT
Professionals, Business man,
Employees, House wife,
Working women, Students

SAMPLING METHOD

Random Sampling method

SAMPLE SIZE

10 Dealers

RESEARCH TOOL

Questionnaires

RESEARCH AREA

Agra District-

 Agra city

 Holi Gate

 Krishna Gate

 Dampier Nagar

9
 DATA ANALYSIS & INTERPRETATION

Q1.Which brand are you using?

INFERENCE

This depiction shows 55 respondents to the survey conducted and the

number of respondents who use specific brands.

10
Q2. Have you purchased any consumer durable during Exhibitions?

 Yes
 No

INFERENCES

1. 65 % of Customers have not purchased any consumer durable from

exhibitions. Only 35 % people have purchased.

2. It shows that consumers are coming in the exhibition for knowledge

of product and also they want to know that weather there is actual
price difference in exhibition and shop or not.

3. Consumer also wants to compare to the different brand which are

available in the exhibition.

4. So exhibitions are more useful to increase brand awareness.

5. People are less interested to purchase product from exhibitions.

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Q3. While purchasing consumer durable which parameter influences
you?
 Price
 Product feature
 Brand
 Service
 Durability

INFERENCES

1. 30% of customer gives importance to price. So it shows that Indian

consumers are very price sensitive. They give more importance to
price over the brand.

2. 26% give importance to brand. So price and Brand matter a lots for
the costumers. And they are also want best brand in best price.

3. 19% give importance to product feature Service 16% and durability

9%. Service is also a big factor for the customer they are less
interested in the durability.

12
Q4. From where you prefer buying consumer durables.

 Exhibitions
 Co.shoppee
 Showroom

INFERENCES

1. A majority of customers prefer to buy from showrooms. Very less

proposition of customers buys from Exhibitions.

2. 47% customers are prefer to by from the showrooms because the

showrooms are more convenient to customers they also think that
these shops give more discounts.

3. People are less interested to buy from the exhibition they only visit the
exhibition for price quotation of the product and the comparison of the
product.

13
Q 5. You prefer to buy from the same as you have mentioned in Q.3
because of following reasons

 Attractive Price
 Service
 Demonstrations
 Offers

INFERENCES

1. Customers buy from showrooms because of the service and

convenience. These are two main factors.

2. Customers are preferred to buy from the showroom because of they

think that these convenient store may provide good after sell service.

3. Customer also thinks that there is more chance to bargain and they can
get more discounts in these showrooms.

4. Price also a factor that attract the customer in these showrooms.

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Q6. Which consumer durable you have and of which brand?

 CTV

 LCD

 PLASMA

 REF

 WM

 MW

 AC

INFERENCE

In CTV section maximum customers have Onida, in LCD Sony is the leader,
In plasma BPL is the leader, In Ref LG is the leader, MW LG is the leader.
In WM there are companies and in AC also.

15
Q7. How frequently you change your consumer durables?

 1-3 years

 3-5 years

 5-10 years

 More than 10 years

INFERENCES

1. Customers prefer to change consumer durables within 5-10 years. In

India people do not change consumer durable frequently.

2. 23% customers do not change their consumer durable within 10 year.

3. It represent that Indian consumer do not prefer to change their

consumer durable frequently.

16
Q8. Complaint handling of the brand.

18
16
14
12 Excellent
very good
10
Good
8
Fair
6
Poor
4
2
0
LG SAMSUNG

INFERENCE

By the above bar diagram it is clear that the complaint handling of both the
brand is quite satisfactory. Most of the consumers using Samsung consider
that the brand’s complaint handling is excellent & very good. On the other
hand LG consumers are also quite satisfied with the service provided.

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Q9. Did the consumers find in product what they were looking for?

12

10

8
LG
6
SAMSUNG
4

0
1 2 3 4 5 NOT AT
EXECTLY ALL

INFERENCE

Most of the consumers of both the brand have responded positively but
consumers of Samsung are more satisfied with the features of their white
goods product they are using.

Few consumers of LG are not satisfied with features of the product they are
using.

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Q10. Consumers using the brand since.

9
8
7
6
5 LG
4 SAMSUNG
3
2
1
0
5 Yr.or 3 Yr. or 2 yr. or 1 Yr. or 6 months
above above above above or above

INFERENCE

Customer uses LG and SAMSUNG brands last some time. After using given
his preference.

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Q11. Number of white goods product consumers are using.

SAMSUNG

One
Two
3 or more

LG

0 5 10 15 20

INFERENCE

From the above graph we can say that most of the respondents were using on
one to two products of Samsung but these is still LG which is used by the
consumer and they are two to three white goods product of LG.

So on an average most of the consumers are having LG products.

20
Q12. Consumers’ buying intention in next six month regarding the
brands.

14

12

10
Definotely will buy
8 Probably will buy
Undecided
6
Probably will not buy
4 Definetly will not buy

0
LG SAMSUNG

INFERENCE

If we see the bar diagram it is clear that there is very less consumer loyalty
in the white goods product and the consumers are supposed to analyze every
possible option and they are indecisive about their further buying. A bunch
of consumer is definitely not going to buy the Samsung and LG products.
On the other hand a substantial bunch of consumer is definitely going to
purchase the LG product.

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Q13. Perception of consumers regarding ‘white goods products of this
brand as value for money’.

12

10

8
LG
6
SAMSUNG
4

0
1 Exactly 2 3 4 5 Not at
all

INFERENCE

From the above graph, we can say that most of the LG white goods ,
consumers are of the perception that the product is worth of the money. But
it is not in the case of Samsung.

So LG is having the more positive response then the Samsung.

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Q14. Consumers’ experience with the brand.

12

10

6 SAMSUNG
LG
4

0
Excellent Very Good Fair Poor
good

INFERENCE

If we see the Bar diagram it is evident that the overall experience of LG and
Samsung’s consumers satisfaction is average or more than average but
Samsungs consumers experience with the product is excellent while the
none LG consumer has responded as excellence experience.

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Q15. Sales of LG and SAMSUNG in Monthly basis at Agra region.

Users LG
SAMSUNG

INFERENCE

Through the inspection we know that LG have more sales compare to

SAMSUNG in Agra region

REASON:

LG provide “good quality of services” and SAMSUNG provide “customer

satisfaction”.

24
 FINDINGS
CUSTOMER SURVEY FINDINGS

1. Secondary supports play an important role in the customers mind and create
awareness among the customers. The secondary support includes Demonstration,
Exhibition & Even Sponsors.

2. From the survey it was found out that the majority of customers don’t buy
consumer durables from exhibitions. They just visit the exhibitions to see the co.
latest model.

3. They want to buy from the showrooms or from co. showrooms. For them service
is important .Beside convenience and other factors service is key factor.

4. Also majority of customers do not want any financing scheme for purchasing the
durables.

5. There was heavy rush on weekends so large numbers of ISD’s were appointed
that day. Also the live demo calls helps in selling. Exchange offers also generate
sale.

6. Customers are also now very choosy in buying the product and it is important for
the company to make loyal customer of their brand.

7. In survey we found that LG has captured maximum market share in every

category. LG dominates CTV, LCD, and Refrigerator, and Washing machine,
category.

8. LG and Samsung have bottle neck competition in TV and REF. category.

9. The product is well aware and it is on top of mind of customer.

10. Customers are also now very choosy in buying the product and it is important for
the company to make loyal customer of their brand.

25
 RECOMMENDATIONS AND SUGGESTIONS
1. Exhibitions do not help to generate so much sells but they should be conducted
regularly. This helps in generating awareness regarding the product in customers
which ultimately helps in sales.

2. Also it is helps in advertising for the new products. Like in this exhibition new
LCD SCARLET was advertised. Company should always focus on service.

3. Display share should be increased where there is less than 50% as LG

also believes that “JO DIKHTA HAI WO BIKTA HAI” and in
SAMSUNG “AB KULKHE JEEYO INDIA”

4. Company should try to improve service. No doubt the company products have
technically edge over competitors but in long run it may hamper the company’s
profit.

5. Company should concentrate more on its major drivers LCD, IT, and GSM.
Branding and promotions should be done effectively as it creates a long lasting
image in the mind of customers.

6. Company should also cater to the needs of sub dealers as some of the sub dealers
have potential of high sales.

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 CONCLUSION

Before conclusion, it would be prudent to share the key learning derived from this
project. This has been enumerated below as follows: -

 The learning specific to this project has been that it provided us with a real
exposure to the market of white goods and its consumers level of satisfaction.

 People have different personalities and different attitudes and therefore good
communication is required to approach the consumers.

 Gaining in-depth knowledge about the consumer’s behaviour and white goods
business in India as-well-as consumer loyalty.

 LG Electronics & SAMSUNG Electronics Digital Appliances Company is a

global leader in the home appliance industry.

 Dedicated to enhancing consumer lifestyles through its stylish and advanced

products by offering creative solutions for consumers’ everyday lives.

27
 LIMITATION
 The sample size chosen for interview was small in size (10). If the sample size would

have been large, the study will be more accurate and near to reality as the confidence

limit will be more.

 Another limitation was the scope of research is limited to Agra only, as personal

interview couldn’t be conducted in more areas due to inconvenience.

 The questionnaire prepared for interviews has limitations also; the questionnaire can’t

cover the whole complexity of the topic. The questionnaire covers some important

points only.

28
 BIBLIOGRAPHY

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

C.R. Kothari - Business Research methodology

Naresh K. Malhotra - Marketing research an applied orientation (4th

edition)

Philip Kotler - Marketing Management (11th edition)

Economic Times Newspaper
Business Line Newspaper
Business world
Business today
LG magazine
SAMSUNG magazine

www.1gindia.com

www.LG.com

www.samsung.com

www.google.co.in

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 QUESTIONNAIRE
Name of the researcher: ___________________________

Brands concerned: Samsung / LG

Location: ------Agra-------------------------------------------------------

1. Are you using any electronic appliances?

Yes No

2. Which brand are you using?

LG Samsung other,

Please specify: -----------------------------------

3. Why do you prefer LG/Samsung?

Durability Reasonable price better service
Quality other
4. Have you purchased any consumer durable during exhibitions?
Yes NO

5. While purchasing consumer durable which parameters influence you?

Price Product feature Brand

Services Durability

6. From where do you prefer buying consumer durables?

30
 Exhibitions company shop showroom

7. You preferred to buy form the same as you have mentioned in Q.3
Because of following reason
Attractive price services demonstration

Offers convenience

8. Which consumer durable you have and of which brand?

CTV LCD PLASMA REF

WM MW AC

9. How frequently you change your consumer durables?

1-3 years 3-5 years

5-10 ears More than 10 years

10. How do you see the compliant handling of the brand?

Excellent Very Good Good Fair Poor

1 2 3 4 5

11. Did you find what you were looking for?

31
 Exactly Not at all

2 2 3 4 5

12. Why have you chosen this brand?

Price packaging availability others

13. Since when have you been using this brand?

Last 5 years Last 3 years Last 2 years Last 1 year Last 6 months

Or above or above or above or above or above

1 2 3 4 5

14. How many white goods product of this brand you are using?

Three or more Two One

15. Do you intend to buy a new white goods product of this brand within
next six months?

Definitely Probably Undecided Probably will Definitely will

Will buy will buy not buy not buy

32
 1 2 3 4 5

16. Do you think the products of this brand are value for money?

Exactly Not at all

1 2 3 4 5

17. How is your experience with this brand?

Excellent Very good Good Fair Poor

1 2 3 4 5

33