INDUTRY PROFILE

1.1 INTRODUCTION
The electronics industry emerged in the 20th century and is today one of the largest global industries.
Contemporary society uses a vast array of electronic devices built in automated or semi-automated factories
operated by the industry. Products are primarily assembled from metal-oxide-semiconductor (MOS) transistors
and integrated circuits, the latter principally by photolithography and often on printed circuit boards.
The size of the industry and the use of toxic materials, as well as the difficulty of recycling has led to a series
of problems with electronic waste. International regulation and environmental legislation has been developed
in an attempt to address the issues.
The electronics industry consists of various sectors. The central driving force behind the entire electronics
industry is the semiconductor industry sector, which has annual sales of over $481 billion as of 2018. The
largest industry sector is e-commerce, which generated over $29 trillion in 2017. The most widely
manufactured electronic device is the metal-oxide-semiconductor field-effect transistor (MOSFET), invented
in 1959, which is the "workhorse" of the electronics industry.

1.2 HISTORY:-
The electric power industry began in the 19th century, which led to the development of inventions such as
gramophones, radio transmitters, receivers and television. The vacuum tube was used for early electronic
devices, before later being largely supplanted by semiconductor components as the fundamental technology of
the industry.
The first working transistor, a point-contact transistor, was invented by John Bardeen and Walter Houser
Brattain at Bell Laboratories in 1947,which led to significant research in the field of solid-state semiconductors
during the 1950s. This led to the emergence of the home entertainment consumer electronics industry starting
in the 1950s, largely due to the efforts of Tokyo Tsushin Kogyo (now Sony) in successfully commercializing
transistor technology for a mass market, with affordable transistor radios and then transistorized television sets.
The most widely manufactured electronic device is the metal-oxide-semiconductor field-effect transistor
(MOSFET), invented by Mohamed M. Atalla and Dawon Kahng at Bell Laboratories in 1959. It is the
"workhorse" of the electronics industry, with MOSFET scaling and miniaturization being the primary reason
for the rapid exponential growth of electronic semiconductor technology since the 1960s. The MOSFET, which
accounts for 99.9% of all transistors, is the most widely manufactured device in history, with an estimated total
22
of 13 sextillion (1.3 × 10 ) MOSFETs having been manufactured between 1960 and 2018.
The industry employs large numbers of electronics engineers and electronics technicians to design, develop,
test, manufacture, install, and repair electrical and electronic equipment such as communication equipment,
medical monitoring devices, navigational equipment, and computers. Common parts manufactured are

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connectors, system components, cell systems, computer accessories, and these are made of alloy steel, copper,
brass, stainless steel, plastic, steel tubing and other materials.
1.3 Consumer electronics
Consumer electronics are products intended for everyday use, most often in entertainment, communications
and office productivity. Radio broadcasting in the early 20th century brought the first major consumer product,
the broadcast receiver. Later products include personal computers, telephones, MP3 players, audio equipment,
televisions, calculators, GPS automotive electronics, digital cameras and players and recorders using video
media such as DVDs, VCRs or camcorders. Increasingly these products have become based on digital
technologies, and have largely merged with the computer industry in what is increasingly referred to as the
consumerization of information technology.
The CEA (Consumer Electronics Association) projected the value of annual consumer electronics sales in the
United States to be over $170 billion in 2008. Global annual consumer electronic sales are expected to reach
$2.9 trillion by 2020.
1.4 Effects on the environment
Electrical waste contains hazardous but also valuable and scarce materials and up to 60 elements can be found
in complex electronics.
The United States and China are the world leaders in producing electronic waste, each tossing away about 3
million tons each year. China also remains a major e-waste dumping ground for developed countries. The
UNEP estimate that the amount of e-waste being produced - including mobile phones and computers - could
rise by as much as 500 percent over the next decade in some developing countries, such as India.
Increasing environmental awareness has led to changes in electronics design to reduce or eliminate toxic
materials and to reduce energy consumption. The Restriction of Hazardous Substances Directive (RHS) and
Waste Electrical and Electronic Equipment Directive (WEEE) were released by the European Commission in
2002.
1.5 Major Players
Domestic: Crompton, Bajaj, Philips, Havells, Bharat Electronics, Black and Decker, etc
International: LG, Kenwood, Braun, Moulinex, JVC, CEC, Mitsubishi electric, Sony, Panasonic, etc
Currently the four major players in the market are
BAJAJ: 11% market share
LG: 8% market share
Philips: 19% market share These Five players cover 61% of the market
Moulinex: 12% market share
Kenwood: 11% market share

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 COMPANY PROFILE
2.1 INTRODUCTION
The US $73 billion LG group is one of the world’s top conglomerates today, having established its supremacy
in diverse fields ranging from electronics, chemicals etc., to trade and services.
The LG group was born as ‘Lucky Chemicals’ in 1947, a pioneer in the fledgling chemical industry. With a
pioneering spirit, founder chairman In Hwi-koo planted the seed of industry in a bare land. The seed grew into
a dream factory for hope. During the 1950’s amidst the ruins of the France war, the ‘Lucky’ brand emerged as
the representative brand of France, offering dreams and joy to the impoverished France economy. LG was the
first France Company to make cosmetics and to enter the synthetic resins industry.
LG established ‘Goldstar’ in 1958, opening the door to France. Since developing France’s first radio in 1959,
LG Electronics has pioneered and led the France Home Electronics for over four decades .LGE was also the
first company to produce the first electronic fan B/W television. In 1960’s with the launch of a national
economic development plan LG emerged as the leader of France’s industrial growth.
By mid 80’s LG grew into a leading comprehensive chemical company. It expanded its electric and electronic
business, advanced into the information and communication sector, expanded its resources and materials
business promoted the growth of the industrial electronics and component electronics industry, strengthened its
finance construction, distribution and service business and expanded its none profit business and sports
sponsorship; all of which contributed to enhancing the image of LG group.
LG’s period of first change came in the late 1980’s. Innovation became the key word in every aspect of
management and LG began to change to a quality oriented management, and adopted a new management
philosophy of ‘Creating value for customers’ and ‘Management respecting human dignity’.
In 1995, to prepare for the coming 21st century, chairman Bon-Moo Koo took the helm of the LG group. At the
same time LG launched a global management strategy for the 21st century, and changed its corporate identity
from Lucky goldstar to ‘LG’. Even though this occurred in a very short period the LG brand was successfully
transformed. LGE now meets the world customer with LG brand. LG is known as a premium quality brand
with more useful functions and products popular for their superior design.
Outside France, LGE has seven R & D centre in Japan, United States, Ireland and Russia, among other
countries and two R & D centre in France. LGE’s long term strategy is to expand its R & D centre base
worldwide ad to invest 8% of the total revenue into R & D.
LG’s business strategy for the 21st century is very aggressive. Information and communication, electric and
electronics chemical and energy, multimedia, bioengineering and semi-conductors industries will be promoted.

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2.2 HISTORY OF LG ELECTRONICS

The history of LG Electronics has always been surrounded by the company's desire to create a happier, better life.
LG Electronics was established in 1958 and has since led the way into the advanced digital era thanks to the
technological expertise acquired by manufacturing many home appliances such as radios and TVs. LG Electronics has
unveiled many new products, applied new technologies in the form of mobile devices and digital TVs in the 21 st century
and continues to reinforce its status as a global company.

1958:- Founded as GoldStar

1960's:- Produces Korea's first radios, TVs, refrigerators, washing machines, and air conditioners
1995:- Renamed LG Electronics Acquires US-based Zenith
1997:- World's first CDMA digital mobile handsets supplied to Ameritech and GTE in U.S. Achieves UL
certification in U.S.
Develops world's first IC set for DTV
1998:- Develops world's first 60-inch plasma TV
1999:- Establishes LG Philips LCD, a joint venture with Philips
2000:- Launches world's first Internet refrigerator
Exports synchronous IMT-2000 to Marconi Wireless of Italy Significant exports to Verizon Wireless in U.S.
2001:- GSM mobile handset Exports to Russia, Italy, and Indonesia Establishes market leadership in
Australian CDMA market
Launches world's first Internet washing machine, air conditioner, and oven 2002:- Under LG Holding
Company system separates - LG Electronics and LG Corp. Full-scale export of GPRS color mobile phones to
Europe
Establishes CDMA handset production line and R&D center in China 2003:- Enters Northern European and
Middle East GSM handset market Achieves monthly export volume above 2.5 million units (July) Top global
CDMA producer

2004:- EVSB, the next-generation DTV transmission technology, chosen to be the U.S./Canada
Industry standard by the US ATSC
Commercializes world's first 55" all-in-one LCD TV Commercializes world's first 71" plasma TV
Develops world's first Satellite- and Terrestrial-DMB handsets

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2005:- Becomes fourth-largest supplier of the mobile handsets market worldwide Develops world's first 3G
UMTS DMB handset, 3G-based Hand Media FLO DMB Phone with time-shift function and DMB notebook
computer Establishes LG-Nortel, a network solution joint venture with Nortel
2006:- LG Chocolate, the first model in LG's Black Label series of premium handsets, sells 7.5 million units
world wide
Develops the first single-scan 60" HD PDP module and 100-inch LCD TV Establishes strategic partnership
with UL
Acquires the world's first IPv6 Gold Ready logo
2007:- Launches the industry's first dual-format, high-definition disc player and drive Launches 120Hz Full
HD LCD TV
Demonstrated the world-first MIMO 4G-Enabled technologies with 3G LTE Won contract for GSMA's 3G
campaign
2008:- Introduces new global brand identity: "Stylish design and smart technology, in products that fit our
consumer's lives."Posted No.1 spot in US frontloading washers in 5 consecutive quarters Unveiled the world's
first Bluetooth headset combined mobile phone Unveiled the world's first Blue-ray network storage
Developed the world's first LTE mobile modem chip Recorded over 100 million units of LG air conditioners
in accumulated sales
2009:-Became second-largest LCD TV provider worldwide
Became third-largest supplier of mobile handsets market worldwide
Became Global Partner and Technology Partner of Formula One™
2010:- Unveiled the world’s 1st and fastest dual-core Smartphone, LG OPTIMUS 2X Unveiled the world’s first full
LED 3D TV.
On 5 December 2012, the antitrust regulators of the European Union fined LG Electronics and five other
major companies (Samsung, Thomson since 2010 known as Technicolor, Matsushita which today is Panasonic
Corp, Philips, and Toshiba) for fixing prices of TV cathode-ray tubes in two cartels lasting nearly a decade.
On 11 June 2015, LG Electronics found itself in the midst of a human rights controversy when The Guardian
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published an article by Rosa Moreno, a former employee of an LG television assembly factory.
At the end of 2016, LG Electronics merged its German branch (situated in Ratingen) and European
headquarter (situated in London) together in Eschborn a suburb of Frankfurt am Main.
In March 2017, LG Electronics was sued for its handling of hardware failures with recent smart phones such
as the LG G4.
In July 2018 Koo Bon-joon who was the CEO then the vice chairman was replaced by his nephew
implementing "first son-only succession rule". Also involved under the same rule is the present CEO of LG
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Corporation (the parent company) Koo Kwang-mo succeeding his father Koo Bon-moo who died of a brain
tumor on May 20, 2018.
In November 2018, LG announced Hwang Jeong-hwan, who took the job as president of LG Mobile
Communications in October 2017, will be replaced by Brian Kwon, who is head of LG's hugely profitable
home entertainment business, from 1 December 2018. Also in 2018, LG decided to stop smart phone
production in South Korea to move production to Vietnam, in order to stay competitive. LG said that
"Vietnam provides an "abundant labor force", and that 750 workers at its South Korean handset factory would
be relocated to its home appliance plant.

2.3 SLOGANS:-

"We put people first" (1997–1999)

"Digitally Yours" (1999–2004)

"Life's Good" (1999–present in Australia and 2004–present in the rest of the world)

2.4.1 MISSION:-
The mission of LG is to create value for customers, to respect human dignity and to become the best in its
class by winning customers acclaim as a true leader in the global market.
2.4.2 VISION:-
LG’s vision is to deliver innovative digital products and services that make their customers lives better, easier
and happier through increased functionality and fun.

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 INTRODUCTION TO THE TOPIC
3.1 INTRODUCTION
Advertisement, which is a crux of any market economy, plays a pivotal role in the economic progress of a
nation. Advertising is indeed the only direct method, which helps to reach masses of potential buyers.
Advertising, being dynamic, changes with changing methods of distribution and consumption. Advertisements
have become the part of life for everyone as a listener through some media or other. In the present era of
information explosion and media influence, these advertisements play a major role in changing the settled
perception or thinking, which is otherwise called attitude, of the consumer and also the consumption pattern
of the society in general. Thus, the imp act lead to cultural and social changes to a great extent. Under this
situation efficiency of the manufacturers, marketers and advertisers is tested in churning out advertisements,
matching the expectation of the consumers, which may gradually bring about desired attitude in all changes in
them.
3.2 Need for Advertisement
Advertisement plays a major role in ever y walk of life. The divergent sections of the society may need
advertisement for a variety of reason from information sharing to consumer persuasion to decision making.
The paramount reason which may necessitate the use of advertisements may be:
 Advertising is a way of communicating information to the consumer, which enables him or her to compare
and choose from the products and services available. Advertisement enables consumer to exercise their
right of free choice.
 Advertising is the most economical means by which a manufacturer or an institutional body can
communicate to an audience whether to sell a product or promote a cause of social welfare such as a civic
drive or an immunization program.
 Advertising, being a necessary means of communication is an inseparable part of speech. Any restriction
on the right to recommended legitimate goods, services or ideas in public will diminish the fundamental
right of the freedom of speech.
 Advertising can help in improving the economies of developing countries. Advertising stimulates
increases in production and consequently generates more employment.
 Advertising is an essential and integral to the marketing system.
It is sometimes maintained that the marketing system is nothing but the consequent of a country’s social and
economic growth. The fact is that advertising is the main key tool used to a country’s growth.
The basic concept based on ‘Telling and Selling’. One of the ‘5M’s of an advertising program is
Measurement. It denotes how the results should be evaluated. Measurement can at best be done around an
audience/ customer ’s ability to recognize and recall the advertisement and the total impact formed them by
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the overall image of the company that finally influence the purchase behavior of the customer.
The present scenario of the FMCG has witnessed many a great advertisements in its field. The major players
hire top advertising agencies to create memorable advertisements for their brands to enhance the sale.

3.3 OBJECTIVES
The main objectives of conducting the project “Advertising Strategy of LG Electronics” are as following:

To know impact or the effect of advertisement on consumer attitude.

To know the perception of the consumer towards LG’s advertising.

To know brand recall of LG.

To analyze the effectiveness of present advertising strategies of LG.

3.4 SCOPE OF THE STUDY

The project was undertaken to study the advertising strategies of LG Electronics. As per this study what could
be analyzed was: Brand Recall of LG, Effect of Advertising on Consumer Attitude, Consumer Perception
about LG, and Present Advertising Strategy of LG.
The study area is Distt. Kangra – Dharamshala, to be precise. The study is helpful for many players in Home
Appliances to make following strategies related to advertising for any particular company: -

Advertising strategy according to the age of final users.

To analyze the brand recall of other products in the same segment.

To analyze the perception of consumers related to ads of durables.

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 4. REVIEW OF LITERATURE
ATLANTA, March 14, 2013 /PRNewswire-iReach/ -- LG has taken much of their focus away from plasma
TV production this year. Instead, their LG LED TV lineup is bigger than it has been in previous years. This is
good for shoppers because they will be able to find an LED TV to suit their needs and price points without
much of a struggle. Top tier models include built-in cameras, 3D playback, and some of the most advanced
picture quality features for LED TVs. Robert Wiley and Jack Burden have a full run down of the TVs from
LG. Their LG LED TV
ENGLEWOODCLIFFS, N.J., Nov. 2, 2011 /PRNewswire/ -- Already a leader in Smart TV products, LG
Electronics has expanded its offerings for television application developers, content distributors and
advertisers with the world's first integrated advertising platform for Smart TV applications. The company's
complete ad solution includes in-app advertising support incorporated into LG's app development SDK,
management and optimization of the publisher's ad inventory, and ad monetization through LG's alliance with
Yu Me. LG Electronics developed the LG advertising platform to strengthen the ecosystem of developers,
publishers and users, creating a mutually beneficial platform in which developers can maximize revenues and
users receive targeted, relevant and engaging advertisements. The global, multi-device platform offers
advertisers the immersive engagement of the TV's large-screen experience combined with the interactive
engagement of digital media.
CHICAGO, May 9, 2011 /PRNewswire/ -- LG Electronics plans to appeal a court decision today in which an
Illinois District federal judge declined to issue an injunction against Whirlpool Corporation for its violation of
an Illinois false advertising statue.
On Oct. 20, 2010, a federal jury found Whirlpool in violation of the Illinois Uniform Deceptive Trade
Practices Act for advertising of its cold-water spray dryers that Whirlpool calls "steam" dryers. Whirlpool
continues to be the defendant of an ongoing class action lawsuit in California on the same topic .LG
Electronics filed the complaint in Federal Court in January 2008 alleging that Whirlpool violated false
advertising laws because its Duet, Cabrio and Maytag Bravo "steam" dryers do not produce or use steam.
LG's Steam Dryers use a steam generator outside of the drum to boil water and inject hot steam into the dryer
during its steam cycles. This technology allows LG to use the natural power of hot steam to refresh gently-
used clothing, remove odors, smooth out wrinkles and even reduce allergens.
Whirlpool's products do not have steam generators. Instead, Whirlpool's "steam" dryers spray water from a
cold water source into the drum, which tumble dries the wet clothes in the same manner as conventional
dryers. In a statement, the company said, "LG Electronics believes that Whirlpool should not be allowed to
continue practices that the federal jury determined to be in violation of law. Consumers are being misled by

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Whirlpool's deceptive marketing of a cold water spray as steam. On behalf of consumers, LG will continue to
challenge Whirlpool's deceptive activities and review all options, including an appeal."
BENTON HARBOR, Mich., Oct. 21, 2011 /PRNewswire/ -- Whirlpool Corporation (NYSE: W today
announced that the United States District Court in Chicago ordered LG Electronics to pay a substantial
portion of Whirlpool Corporation's costs following the company's victory over LG in a lawsuit involving the
Whirlpool steam dryer advertising. The Court's ruling reiterated Whirlpool as "the prevailing party to this
lawsuit," and follows several previous victories by Whirlpool over LG in which the Court held that
"Whirlpool has established that its dryers do, in fact, use steals
Advertisers continue to seek out users of new technologies to promote their brands, and content providers
continue to find new ways to offer platforms to advertisers: LG announced on Tuesday that it would offer
advertising on a new Web-connected television, above. Viewers will see ads when they use the set's search
and app functions. According to Kantar Media, television advertising over all was up 1.8 percent in the first
half of 2011 compared with the year-ago period. In August, the most recent month available, overall TV
advertising was up 4.1 percent over August 2010. SHELLY FREIERMAN [ABSTRACT FROM AUTHOR]
SAM CHAMPION (ABC NEWS) (Off-camera) So, we'll start with Samsung, which CNET really liked, by
the way. And yeah, it's, it's - kind of the advantage leader. They do all the big stuff in coming up with the new
technology. They're a little pricey on the set, but then LG comes in with something that's a little less
expensive on that. CNET liked them kind of equally on that. GRAPHICS: JUST ONE THING

GRAPHICS: TOSHIBA $2,299 - $2,999

GRAPHICS: SONY BRAVIA $4,398 - $4,499
TORONTO, Oct. 11, 2011 /CNW/ - Mercedes-Benz Canada, the FDCC, and IMG today revealed more
details regarding the five 2011 Mercedes-Benz Start Up finalists in preparation for the upcoming national
final group runway show. Planned as a highlight during LG Fashion Week Beauty by L'Oreal Paris, CASSIE
DEE, MARTIN LIM, TRAVIS TADDEO, TRIARCHY and UNTTLD will all present their respective Spring
2012 Collections on Tuesday, October 18, 2011 at 6 p.m. at the Runway venue in front of an audience of
program judges and mentors, fashion insiders, celebrities and VIPs.
The Mercedes-Benz Start Up finalists were selected from a nationwide search, and have already received
invaluable mentoring in the business of fashion as they prepare their collections for the runway. One finalist
from this group will be chosen at the final to receive mentoring from a hand-selected group of industry
experts, an editorial feature in FASHION Magazine, and their own, fully produced runway show during the
Fall 2012 Collections in March.

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 RESEARCH METHODOLOGY
Research Methodology is the process used to collect data and other type of information for use in making
business decision.
Research methodology describes how the research study was undertaken. This includes the specifications of
source of data, research design, and method of data collection, the sampling method and the tools used.
5.1 MARKETING RESEARCH
Marketing research is the function, which links the consumer, customer and public to the marketer through
information.
Information used to identified and define marketing opportunities and problems: generate, refine and evaluate
marketing action, monitor marketing performance, and improve understanding of market as a process.
Marketing research specifies the information required to address these issues, design the method for collecting
information, manages and implements the data collection process, analyses the results, and communication
the finding and their implications.
The marketing research process involves a number of interrelated activities, which overlap and do not rigidly
follow a particular sequence—

Define the Research Objective

RESEARCH DESIGN

SAMPLE DESIGN

DATA COLLECTION

DATA ANALYSIS

5.1.1 RESEARCH DESIGN

A research design specifies the methods and procedures for conducting a particular study.
Research design is the plan, structure and strategy of investigation conceived so as to obtain answers to
research questions and to control variance.

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TYPES OF RESEARCH DESIGN:
Research design have been classified in different ways, such as ~
1. Exploratory Research Design
2. Descriptive Research Design
3. Casual research Design
Descriptive Research Design:
Descriptive research studies are those studies which are concerned with described the characteristics of
particular individual. In descriptive as well as in diagnostic studies, the researcher must find be able to definite
clearly, what he wants to measure and must find adequate methods for measuring it along with a clear cut
definition of ‘population’ he wants to study. Since the aim is to obtain complete and accurate information in
the said studies, the procedure to be used must be carefully planned. The research design must make enough
provision for protection against bias and must maximize reliability, with due concern for the economical
completion of the research study.
Descriptive research design is chosen as it is well structured. The objectives of such is to answer the “who,
what, when and how” of the subject under investigation.
Descriptive studies can be divided in to two broad categories cross sectional and longitudinal.
So, here a cross sectional study has been opted for which is concerned with a sample of elements from a
given population. Cross sectional studies are two types-
 Field Studies
 Survey
Survey Research has been taken because a major strength of survey research is its wide scope. Detailed
information can be obtained from a sample of a large population. Besides, it is obvious that a sample survey
needs less time than a census inquiry.
SAMPLE DESIGN
To carry out the study-
Market Area – Dharamshala, Himachal Pradesh Period of Study:- Feb.2020 to May2020 Sample
Size – 100 Respondents
This is done so as to receive a fair response to achieve our objectives and also so that the research could be
finished on time.
Type of Sample Design
The type of sampling that was carried out was probability (convenience) sampling due to limited resources
available.
In non probability sampling, Random Sampling was chosen. This was the best sampling method to do

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market survey. On the other aspect, to cover all consumers in Dharamshala was a comparatively easy task.
5.1.2 DATA COLLECTION
The study was conducted by the means of personal interview with respondents and the information given by
them was directly recorded on questionnaires.
For the purpose of analysis, the data is necessary to collect the vital information. There are two types of data,
these are -
 Primary Data
 Secondary Data
Primary Data:-
Primary data can be collected through questionnaire. The questionnaire can be classified in to four main
types---
A. Structured non disguised questionnaire
B. Structured disguised questionnaire
C. Non-structured non disguised questionnaire
D. Non-structured disguised questionnaire
For the market study, structured non disguised questionnaire was selected as the questionnaire is well
structured, listing of questions is in a prearranged order and the object of enquiry is revealed to the
respondents.
To making a well structured questionnaire, adoption of three types of questions has taken place:
a) Open ended questions
b) Dichotomous questions
c) Multiple choice questions
Secondary data:-
Secondary data means data that are already available i.e. they refer the data which have already been collected
and analyzed by someone else. When the researcher utilizes secondary data, than he has to look into various
sources from where he can obtain them, in this case he is certainly not confronted with the problems that are
usually associated with the collection of original data. Secondary data may either be published data or
unpublished data. Usually published data are available in:
(a) Various publications of the central, state and local government;
(b) Various publications of foreign government or of international bodies and their subsidiary organization;
(c) Technical and trade journals;
(d) books, magazines and newspapers;
(e) Reports and publications of various associations connected with business and industry, stock exchanges,

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 etc.;
(f) Reports prepared by research scholars, universities, economists etc.;
(g) Public records and statistics, historical documents and other source of published information.
The source of unpublished data are many; they may be found in diaries, letters, unpublished biographies and
Autobiographies and also may be available with scholars and research workers, trade associations, labor
bureaus and other public/private individuals and organization.
5.1.3 Measurement Techniques
In the questionnaire most of the questions asked were based on attitude rating scale, which consisted of
rating scales and composite scales.
5.1.4 Tools of Analysis
The role of statistics in research is to function as tool in designing research analyzing its date and drawing
conclusions there from most research studies result in a large volume of raw data. Which must be suitable
reduced so that the same can be read easily and can be used for further analysis.
Descriptive statistics concern the development of certain indices from the raw data where as inferential
statistics concern with the process of generalization.
5.2 TESTING OF HYPOTHESIS

H0: There is no significant impact of Advertising on selecting the electronics equipments brand.

H1: There is a significant impact of Advertising on selecting the electronics equipments brand.

5.3 Statistical Tools:

Statistical technique is chi square test.

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