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Submitted by
Prankit Soni
Session 2018-2019
School of Management
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
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
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
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
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
Chapter I : Introduction…………………………………
Introduction
Chapter II : About the company…………………………
Brief history of LG
Brief history of Samsung
Objective of the study
Research Design
Sampling
Data collection methods
Limitation
Chapter IV : Data Analysis & Interpretation…………...
Suggestion
Conclusion
Bibliography……………………………………………………
Annexure…………………………………………………........
1
INTRODUCTION
Consumers expect electrical household appliances to be safe, for themselves, their
Individual consumption expenditure by households covers the actual and imputed final
consumption expenditure incurred by households on the goods and services they require
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
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
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.
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.
PROFESSIONAL OBJECTIVE:
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.
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.
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.
SAMPLE UNIT
Professionals, Business man,
Employees, House wife,
Working women, Students
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
INFERENCE
10
Q2. Have you purchased any consumer durable during Exhibitions?
Yes
No
INFERENCES
11
Q3. While purchasing consumer durable which parameter influences
you?
Price
Product feature
Brand
Service
Durability
INFERENCES
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.
12
Q4. From where you prefer buying consumer durables.
Exhibitions
Co.shoppee
Showroom
INFERENCES
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
3. Customer also thinks that there is more chance to bargain and they can
get more discounts in these showrooms.
14
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
INFERENCES
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.
18
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.
19
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.
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.
21
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.
22
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.
23
Q15. Sales of LG and SAMSUNG in Monthly basis at Agra region.
Users LG
SAMSUNG
INFERENCE
REASON:
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.
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.
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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.
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.
26
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.
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
Another limitation was the scope of research is limited to Agra only, as personal
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: -
www.1gindia.com
www.LG.com
www.samsung.com
www.google.co.in
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QUESTIONNAIRE
Name of the researcher: ___________________________
Location: ------Agra-------------------------------------------------------
Services Durability
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
WM MW AC
1 2 3 4 5
31
Exactly Not at all
2 2 3 4 5
Last 5 years Last 3 years Last 2 years Last 1 year Last 6 months
1 2 3 4 5
14. How many white goods product of this brand you are using?
15. Do you intend to buy a new white goods product of this brand within
next six months?
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1 2 3 4 5
16. Do you think the products of this brand are value for money?
1 2 3 4 5
1 2 3 4 5
33