PROJECT REPORT

ON
“MARKETING STRATEGIES OF
VIDEOCON & COMPARISON WITH ITS COMPETITORS”

Project Report submitted for the partial fulfillment of the degree of

BACHELOR OF BUSINESS ADMINISTRATION

SUBMITTED TO SUBMITTED BY
Dr. RAJESH KUMAR SHARMA
SHRIPAT SHRIVASTAVA
HOD (BBA Deptt.)
BBA (VI Sem)
Roll No. 8431558
PROJECT GUIDE
Mr. NEERAJ KAUSHIK
Project Guide

Silver Bells Institute for Higher Education

SHAMLI, MUZAFFARNAGAR, U.P.
(Affiliated to CCS University, Meerut)

2
 STUDENT’S DECLARATION

I SHRIPAT SHRIVASTAVA, student of BBA (VI Sem), SBIHE,

Shamli, Muzaffarnagar, U.P. declare that this project report

approved as a complete and final work entitled “MARKETING

STRATEGIES OF VIDEOCON AND COMPARISION WITH ITS

COMPETITORS”.

DATE: SHRIPAT SHRIVASTAVA

BBA (VI Sem)

3
 ACKNOWLEDGEMENT

I acknowledge the sincere assistance provided to me from several rather

unexpected quarters during the course of execution of this study. It would

be a mammoth task to place on record my gratitude to each and every one

of them but a whole hearted attempt would be made nevertheless, least I

be branded ungrateful.

I am very thankful to Dr. Rajesh Kumar Sharma, HOD – BBA Deptt.

and Mr. Neeraj Kaushik, Project Guide, SBIHE, Shamli, U.P. for their

valuable guidance and support at all time.

I express my thanks to Mr. Raj Shekhar, Manager, Videocon

International Ltd. for his valuable guidance and support.

SHRIPAT SHRIVASTAVA
BBA (VI Sem)

4
 TABLE OF CONTENTS

• PREFACE

• EXECUTIVE SUMMARY

• OVERVIEW ABOUT THE PROJECT

• OBJECTIVE OF THE STUDY

• INTRODUCTION

• RESEARCH METHODOLOGY

• FINDINGS

• RECOMMENDATIONS

• DATA ANALYSIS

• BIBLIOGRAPHY

• QUESTIONNAIRE

• ANNEXURE – LIST

5
 PREFACE

A project report is an outcome of sincere labour of curious minds. The importance of academic
course would gain advantage and acceptance of the true form only through practical experience.

Hence, it is quite necessary to put theories into tasks. And this is more important when you are

studying in any professional course like BBA summer training project under the guidance of a competent

person. This provides future managers with the exposure needed to groom their personality and

knowledge how organizations function.

I had been doing the same in research project. There I had learned about the Marketing strategy of

Videocon.

This report has covered a view to gaining comprehensive understanding of the

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 EXECUTIVE SUMMERY

CTV industry is one of the fastest growing industry in India. Since in India TV penetration is just

24% and of this 24% major share goes to urban areas, so Indian rural area where 74% of the Indian

population inhabits presents an enormous growth opportunity for the CTV industry, because of

rising rate of growth of GDP, growth in disposable income, easy availability of bank loans at

cheaper interest rates, a steep downturn in prices of CTVs , and innovation of new and user

friendly technologies.

“Comparative Study of Videocon vis-a-vis Competitors on Parameters Affecting Buying Decision

and Dealer Satisfactionin as a topic required to be approached in 6 logical steps: -

First it required to understand the Indian CTV market; secondly it required to find out the factors

which can affect customer’s buying decisions and how they can affect buying decision and to find

out what factor affects dealer satisfaction and why; thirdly it required to approach customer and

understand what exactly he/ she wants in the products and company’s service on the basis of his/

her response; fourthly it required to approach the dealers and understand him, his psyche, and his

expectations from the company; fifthly it required the researcher to identify the areas where

improvements are possible on the basis f the dealer’s and customer’s responses; and lastly it

required to suggest how improvement can be done in identified areas.

From the analysis of responses of the randomly chosen 100 dealers and 100 customers from the

East Delhi region, following major findings came across: -

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 Firstly dealers satisfaction, brand recall and awareness, customers satisfaction and feeling of

belongingness are the major factors which contribute directly to the sales of any company;

secondly dealer’s recommendation plays a vital role in generating sales, it is responsible for 30-

40% of dealer’s total sales; thirdly brad name, price, and quality are the customer’s 1st, 2nd, and 3rd

preferences respectively; fourthly a good customer support system can get a lot of word of mouth

to the company; fifthly customers want schemes with no significant change in price and good

schemes can generate 40-50% of total sales of that particular product; and lastly 69% of

respondents either have or want to have one Flat screen TV in future, exchange offer have a good

opportunity.

On the basis of findings following are the conclusions that were drawn firstly sales of any

company depends on many other parameters like customer support system, promotional activities,

pricing, and availability of company’s products; secondly dealer’s recommendation directly related

with dealer satisfaction which can only be there when dealer gets good margin, there s a good

demand of the company’s products in the market, dealer is given proper attention by the company,

and dealer need not to incur additional cost at the time of sale and after the sale; thirdly after sales

service of a company depends on many other parameters like knowledge of technical people to

mend the device, efficiency of call centre and service centre, availability of spare parts and service

vehicles; brand awareness and brand visibility has to be good to increase customer queries at the

time of purchase and hence sale; lastly three major areas of improvement are-: after sales service,

brand awareness and visibility, brand perception, and dealer satisfaction.

Thus having identified major areas of improvement, following recommendations were made-

firstly to improve brand visibility and awareness deploying hoardings at strategic places, TV

advertisements on popular channels at strategic timings, advertisements in national and regional

8
dailies and popular FM channels, practising of aggressive public relation exercise, offers to dealers

on best Point of purchase display, tie-up with companies and sponsor TV quiz shows to present

company’s products as a offer gift and prize were recommended; secondly to improve after sales

service increasing efficiency of call centre and service centre were recommended, and lastly to

improve dealer satisfaction increasing frequency of sales people visit, reducing variation in sales

people visit from small dealer to big dealers, issuing dealer certificate, and a monthly dealers

meeting were recommended.

The report has elaborate descriptions of the issues mentioned above and also some associated

issues. The report looks forward to make some difference in the existing state of affairs and the

researcher sincerely hopes that this work would help its readers in getting an insight into the topic

discussed and develop a thorough understanding about it.

9
 OVERVIEW OF THE PROJECT

In today’s cutthroat competition each and every company wants the more and more share of the
market pie and it is very necessary for companies to know where they are lacking, what are the
possible areas of improvement, and by what way they can keep customers and dealers happy it is
found out generally by asking customers and dealers what they are lacking in and what possible
improvements can be made in company’s present strategy to improve their convenience.
Because it is often easier for consumers and dealers to focus on what they feel they lack rather than
on what they want, researchers usually get more information if they ask consumers and dealers about
their gripes or complaints. So researchers are focusing more on their dissatisfactions with the current
company’s strategy (that is, consumers’ problems) rather than asking about what are their needs and
wants.
Similarly in the TV industry existing companies are doing what they can do for improving
convenience of dealers and customers the possibility of improvement lies in the knowing what the
competitors are doing and what else can be done for improving customers and dealers satisfaction to
stay in competition.

10
 OBJECTIVE OF THE PROJECT: -

Keeping in line with the Project topic, the following objectives were chosen for the project: -
1. To know brand perception of Videocon among customers and dealers
2. To find out brand penetration of Videocon vis-à-vis its competitors
3. To know effectiveness of Videocon’s customer support system vis-à-vis its competitors
4. To understand the promotional strategy of Videocon and its competitors.
On the basis of the results obtained from the above, recommendation has to be made to made
possible improvement in the Videocon strategy and hence to improve its image in the market.
THE APPROACH USED: -
A six-step approach was used for the project: -
1. To understand the Indian CTV market
2. To find out the factors which can affect customer’s buying decisions and how they can affect
buying decision and to find out what factor affects dealer satisfaction and why
3. Approach customer and understand what exactly he/ she wants in the products and company’s
service on the basis of his/ her response
4. To approach the dealers and understand him, his psyche, and his expectations from the
company
5. To identify the areas where improvements are possible on the basis f the dealer’s and
customer’s responses
6. To suggest how improvement can be done in identified areas

11
 INTRODUCTION

CTV came in India in 1980 during ASIAD GAMES. With the inception of CTVs several players
emerged im the market. These entrants were Western, Salora, Dynora, Crown, Akai, and Uptron.
The late 80s saw a massive shakeout and half of the players were out of the market, earlier it was
“sellers market”, but with the cutthroat competition this turned into “Buyers market”.
After 1988 only few players were left in the market with fringe presence of other regional players in the
market. In the posts liberalization era of 1991 major players are LG, Samsung, Videocon, BPL, Onida,
Sony, Phillips,&Aiwa.
PRESENT SITUATION: -
At present Indian CTV market is of the size 6 million units that is quite small in comparison to other
countries like China (30 million units), US (22 millions units).
Here are the facts related to Indian CTV industry
• B & W TV population in the country is at 59 million units
• Color TV population in the country is at 30 million sets. However this is fast changing CTV
registering double digit growth, while B & W TVs sales witnessing degrowth.
• 192 million urban and rural households have access to television, but only 42% of these own a
TV set.
• TV commands a 72% of average 13 hours spent on traditional media by Indians.
• TV sales have grown at a CAGR of 25% over the last five years

This shows the size of the market still untapped and could generate a great future opportunity for
consumer durable players now each and every player is trying to increase his share in the market pie
by practicing different strategies in the market.

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 A FICCI SURVEY: -

In a survey done by FICCI on the consumer durable industry has highlighted buoyant trends in the all

three segments – White goods, consumer electronics, and electronic components during the fiscal 2005-

06. Emerging opportunities and the strong fundamentals of the economy are expected to pave the way

for a rapid growth for the consumer durable industry.

The survey offers insight into the dynamics of growth in a competitive market environment and has

identified some of the salient features of development as follows:

• Rate of growth in production has been more in terms of quantity or volume rather than in terms

of value for a number of products. This has happened as a result of constantly falling prices over the years

due to competition among the major players, aggressive marketing strategies of the players, and declining

import tariffs. Quality products and technology upgradation has helped the industry to achieve higher

growth in terms of volume and also higher realization in value terms.

• The share of unorganized segment has come down to only to 8-10% from earlier 40-50% due to

growth in production in the organized segment and domestic availability of branded products due top

lowering of import duties and other liberal measures. The price difference between branded and unbranded

13
products has narrowed down, and with branded players providing good after sales services, and support

consumers prefer to buy branded products.

• Demand is cyclical and seasonal. It is high during festive season and is generally depends on

good monsoons.

• Increasing consumer awareness and preference for new modals have added to the demand.

Products like air conditioner, color TVs are no longer perceived as luxury products but are treated as a

necessity in the changed socio-economic environment with changed lifestyle.

• Attractive consumer loan schemes with reduced interest rate over the years by the financial

institutions and commercial banks and the higher purchase schemes have added to the surge in demand.

Besides, the consumer goods companies are themselves coming out with attractive financing schemes for

consumers thorough their extensive dealer network.

• Some sectors have recorded double digit growth in terms of quantity produced are Color TVs

(18.5%), Air Conditioner (15.2%), Microwave Ovens (26.7%), DVD players (100%).

14
GROWTH RATE

CTV sales has witnessed a double digit growth in the last fiscal year this particular sector has seen a
growth of 18.51% in volume terms and 7.77% in value terms

Graph- (1)

Graph- (2)

15
 Graph- (2)

The 14”, 20” and 21” TVs are the most widely sold, accounting for about 90% of the market and in this
category FLAT screen TVs is the fastest growing segment. Share of FLAT screen TVs is expected to
increase from current 5% of the CTV sales to 10% by within 2 years. In the market Korean majors have
been growing at a fast pace, giving stiff competition to existing domestic as well as global players.
The no. of homes with cable and satellite access have grown 290 lakhs homes in 2002 to 400 lakhs
homes in 2005, a 31% annual growth in the last two years

16
Graph(2)

17
18
 RESEARCH METHODOLOGY

OBJECTIVE OF THE PROJECT

No research is undertaken without a clear and predefined objective. For this research the

objectives were as follows: -

1. To know brand perception of Videocon among customers and dealers

2. To find out brand penetration of Videocon vis-à-vis its competitors

3. To know effectiveness of Videocon’s customer support system vis-à-vis its competitors

4. To understand the promotional strategy of Videocon and its competitors

On the basis of the results obtained from the above, recommendation has to be made

possible improvement in the Videocon strategy and hence to improve its image in the market.

RESEARCH DESIGN

Proper structuring of a research is yet another important aspect of a research.Thefollowing

research design was chosen for the research: -

1. Type Of Research Design

The research design used for this research is Exploratory research Design.

2. Scope of Research

The research was conducted in the East Delhi region.

3. Information Needed

The information needed can be classified into the following heads: -

19
 a) Primary: - Dealer’s expectations from he company about service, margin, promotional

activities, scheme, pricing; Availability of the brand; Reasons affecting dealer’s

recommendations; Customer preferences.

Customer’s perception about brand, Percentage of respondents already having company’s

products, brand recall, attraction for Flat TVs, buying decision maker

b) Secondary: - details about the colour TV market, the details of the competitors’ activities,

researches relating colour TV market in India.

4. Sources of primary data

The primary data was collected through a survey of the dealers and consumers of East Delhi market.

5. Sources of secondary data

The secondary data was collected from research journals, research and informative websites and

visits to competitors.

6. Scaling techniques

Two kinds of scaling techniques were used in the questionnaire: -

(a) Rank Order Scaling: - Consumers were presented with several factors influencing decision

making while purchasing a colour TV.

Dealers were present with several factors influencing customer’s decision of buying a colour TV

(b) Likert Scaling: - Respondents were presented with five response categories ranging from satisfied

to dissatisfied and asked to respond according to their experience.

7. Questionnaire design and pre-testing

Keeping in mind the information required for achieving the objectives of the research, the

questionnaire was developed and was pre-tested on a small sample of 25 respondents chosen on a

convenience basis.The questionnaire was a blend of following types of questions: -

20
 a. Questions generating classification and identification information (name, age group, profession,

locality of the respondent)

b. Dichotomous and multiple choice questions

c. Question based on semantic differential scale (5-point scale) and rank order.

d. Open-ended questions were put in to get the views of the respondents at large.

e. Codes were assigned to the responses of the classification questions and to the rating question

(1=Very High, 2=High, 3=Average, 4=Low, 5= Very low)

8. Sampling techniques

a) Sample Unit: - the sample unit for the research comprises of-

• Dealer’s of East Delhi market

• Customers from different fields

b) Sample size: - the sample size for the study was of 100 authorised and unauthorised dealers

and 100 customers from different fields.

c) Sampling Procedure: - simple random sampling method was used to choose the respondents

d) Fieldwork

The fieldwork was carried out for 45 days and the primary locations visited were as follows: -

a. For dealers: - Vikas marg, Shahdara, Karawal Nagar, Bhajanpura, Parwana Road, Dilshad

Garden, Mayur Vihar phase I and III, , Gandhi Nagar, Durgapuri, Nand Nagri and other.

b. For customers: - Laxmi Nagar, Preet Vihar, Savita Vihar, Gandhi Nagar, Shahdara, Karawal

Nagar, Tilokpuri, Mayur Vihar Phase I and III and others.

e) Data Analysis and representation

• The data collected was analyzed using simple statistical measures and frequency distribution.

21
 • The ranks were calculated using the summation method- the smallest the sum, the higher the

rank.

• The average ratings of performances were arrived at by taking out the simple average of the sum

of the ratings given to a particular performance parameter.

• The representation was done using graphs and charts.

FINDINGS

MAJOR FINDINGS: I ( COMPETITIVE STUDY OF VIDEOCON VIS-A-VIS ITS COMPETITORS ON

DIFFERENT PARAMETERS )
A. SALES

According to my survey Videocon’s sale is 1047, 697 and 300 units less than its three biggest competitors LG,
Samsung, Sony respectively in 21”+20” flat TV market and 516 and 137 less than in 20”+21” ffst TV market.
Sales in 25” market is 30,30 and 42 less then LG, Samsung and Sony respectively. Sales in the 29” flat color
TV market is 83, 60 and 34 units less then LG, Samsung and Sony respectively and 54, 48, and 40 less then
LG, Samsung and Sony for ffst TV market. The reasons, which I found for the same are;

22
 Graph-(5)

Sales Flat

1600
159
1400 38
1200 116
1000 38

Unit Sales 800 1277 110

600 927 50
76
400 530 22
8 10
200 230 0 0
160 90
0
LG Samsung Sony Videocon Onida BPL
Name of the Company

20"+21" 25" 29"

Graph-(6)

23
 Sales FFST

1400
109
1200

1000
103
800
Unit Sales 55
600 1129
19
400 750
613 10
465
200 270

0
LG Samsung Videocon Onida BPL
Name of the Company

20"+21" 29"

• Dealer satisfaction:
Inference for this point has been derived from Questionnaire 1; question number 1, 4, 8, and 10

With LG, Samsung and Sony dealers have no need to convince customers to buy the product because these

brands have associated themselves with good quality, good service that means less dealer pain after selling

the product regarding service and quality.

• Brand recall:

Brands Like LG, Samsung are providing a very good advertisement support to their brand with catchy and

frequent ads on TV, Internet, Radio, In News Papers, Magazines by which they have made their place in the

consumer’s mind, which is one of the reason why customer’s first preference is LG, Samsung and Sony.

Sony has associated itself with superior quality world over, so most of the customers of premium class and

upper middle class ask for Sony only.

• Customer’s satisfaction:

24
Inference for this point has been derived from Questionnaire 2; question number 3, 5, 9, and 12.

After buying if there is a problem in Television then customer just has to approach once to dealer or service

center and his/her TV would be corrected, this is the philosophy with which LG, Samsung and Sony are doing

their business. So in this kind of environment customer has to take minimum pain that is why he is satisfied

with LG, Samsung and Sony.

B. AVAILABILITY OF BRAND:

Availability of Videocon’s color television in the East Delhi market is at 79% shops whiles its biggest
competitor LG’s products are available at 94% shops and Samsung’s products are available at 84% shops,
which means: -

Graph-(7)

Availability of The Brand

100
90
80
70
60
50 93
Availability in % 82 78
40 69 73
60
30 55

20
10
0
LG Samsung Vide ocon O nida BPL Sony O thers

Name Of The Company

25
• No access:
Customers of rest 21% shops have no access to Videocon’s products and this is because dealers of 21% shops

don’t want to keep Videocon’s product because of the low demand of Videocon’s products and its not

satisfactory after sales service, there is also a possibility that those dealers have not been approached.

• High penetration with low sales:

With 79% penetration Videocon has almost equal penetration what its nearest competitor Samsung (83%

penetration), but generates much lower sales than Samsung.

Main reason, which I found for the same, is, some of the good dealers of Videocon are planning not to keep

Videocon in future and hence not taking much interest in selling Videocon, because with Videocon’s products

they take lot of pain regarding after sales service, confirmation of prices, confirmation of schemes.

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DEALER’S RECOMMENDATION:
Dealer’s recommendation plays a vital role in generating sales, with sheer recommendation dealers can sell up
to 30-40% of their total sales, in the survey it has been observed that;

Graph-(8)

Dealer's Recommendation

Others
Sony
5%
BPL 4% No
4% Recomme
Onida ndation
5% 34%

Videocon
18%

Samsung LG
14% 16%

Note: - different shades in the pie chart show the percentage of most recommended brand by
the dealers

• 34% dealers are not in favor of recommendation for any brand to their customers, so this 34% market
is able to generate major amount of revenue for brands those who has good brand equity and has
created brand awareness and hence good brand recall, resulting in customer’s choice.
• 16% of the dealers specially recommending LG brand because of its
- Brand Equity
- Service
- Customer’s first preference

27
- Aesthetics
- Schemes
- Pricing
- Quality

- Good Promotional Activities

• 14% of the dealers are recommending Samsung the most because of its;

- Brand Equity

- Service

- Quality

- Schemes

- Features

- Aesthetics

- Good promotional activities

• 18% of the dealers are recommending Videocon the most, and most of them are small dealers, main

reasons for recommending Videocon as was told by dealers are;

- Margin

- Quality

- Features

- Pricing

- Warranty

Most of them are recommending Videocon just because of the margin it is providing and nothing else.

• 5% of the dealers recommending Onida at first place and the only reason why they are recommending

Onida is its quality, as it is told by dealers that quality wise Onida is the best among all the brands

available in the market only after Sony.

28
 • 4% of the dealers are recommending BPL at first place, and the main reason for the same are

- Margin

- Brand awareness

- Quality

• 4% recommends Sony at first place to their customers they do it because of it’s;

- Quality

- Service

- Features

- Brand awareness

- Aesthetics

• 5% recommends other brands like Sansui, T-series, Akai, Sharp, and Thomson at first place.

Main reason for recommending them is the margin they are providing and processing of their products.

Some players like Sansui, and Sharp are doing good on some other parameters like;

- Service

- Quality

- Warranty

- Pricing

- Good promotional activities

EFERENCE:

In my survey about customer preference I included 8 parameters, which are

a) Price

b) Quality

c) Consumer Scheme

29
 d) Aesthetics

e) Brand Name

f) After Sales Service

g) Dealer’s Recommendation

h) Finance Facility

Graph-(9)

Features

4.5
4.28 4.29
4.5

4
3.15
3.5

3
2.23
Waighted 2.5
Average 2
1.56

1.5

0.5

0
Price Quality Consumer Aesthetics Brand Name Service
Scheme

Parameters

Note: - Bars in the Bar graph shows the weighted average of ranks given by all the

respondents; lower the weighted average higher the rank.

Following table shows the rank of different parameters on customer preference: -

30
Table (1)

Parameter Rank Weighted Average of the ranks given by all the respondents
Brand Name 1 1.56
Price 2 2.23
Quality 3 3.15
Customer Schemes 4 4.28
After sales service 5 4.5
Aesthetics 5 4.29
Dealer recommendation 6 4.7
Finance facility 7 4.8

a) Brand Name comes out to be no. 1 preference for customers;

This means that most of the customers go for brands, which have created brand awareness and are doing

effective promotional activities. This also shows how important it is to improve the brand awareness for

making a successful brand.

Price emerged as no. 2 preference of the customers;

This is an indicator of how price sensitive Indian customers are and companies with best of pricing are the

best performer in the industry, but price alone is not suffice for making a company market leader.

Quality comes out to be no. 3 on preference.

This means that customers of East Delhi market have almost equal thirst for good quality as they have for

reasonable prices. No company can compromise with quality for reducing prices this indicates.

Customer Schemes comes out to be no. 4 on preference list

This means that with the help of good schemes companies can lure more no. of customers to buy their

products.

After sales service and Aesthetics both comes out to be no.5 on in the ranking of consumer preference.

After sales service according to dealers plays a vital role in generating sales because if customer’s

experience is good with brand regarding after sales service or regarding any thing for that purpose then

31
 this experience of the customer will spread through word of mouth and also generates brand loyalty

among the customers. So with slight problem in quality and very good after sales service companies can

generate handsome sales.

Aesthetics also play a vital role because after seeing Brand Name customer goes for most beautiful look

his budget allows.

Dealer recommendation comes out to be at no. 6 on customer preference

Dealer’s recommendation alone can generate 30-40% of the total sales of the dealer. Companies those

who has good relations with dealers can get more recommendation and take away more part of this 30-

40%.

g) Since major portion of East Delhi consist of people of lower middle class and lower class so it is not

possible for them to pay 7000-8000 in a single instalment that is why there is a major need for finance

facility, and if that finance can be made available at reasonable interest rates than this can boost the sales.

32
BRAND PREFERENCE:

In the survey it was found that 53.8% of customers prefers foreign brands, in comparison only 17% of the

customers prefers Indian brands and rest 30% have no special inclination, this shows that;

• Foreign companies like LG, Samsung and Sony are giving much more attention to their

customers in terms of understanding what Indian customer wants in terms of Quality, After

Sales Service, Pricing, Aesthetics, and Extra Offerings.

Graph-(10)

Brand Preference

No Inclination
30%

Foreign Brand
53%

Indian Brand
17%

• Foreign companies have position themselves into customer’s mind in such a way that customer
associates “superior quality” with “Sony”, “good after sales service”, with “LG and Samsung”.

33
 • 30% customers those who are with no special inclination are mostly the first time buyers and buys
under the influence of dealer’s recommendation.

AFTER SALES SERVICE:

After sales service as I found holds a great importance, because

• It lessens dealer’s pain which he has to inflict while dealing with customers who has any complain,

if he can not get customer’s faulty product corrected with in 1 or 2 call then this inconvenience of

the customer results into the inconvenience of the dealer which results in the diminishing interest

of the dealer in selling the company’s products and if he can get the product corrected within 1-2

phone calls then this reduction in inconvenience works as a motivator to the dealer to sell the

company’s products with willingness and can also turn dealer’s recommendation in the favor of the

company.

• A poor after sales at times increases the dealer’s cost to get the faulty product corrected (cost

which he has to incur in form of the phone bill which increases with delay in the service) so this

increased cost can diminish dealer’s willingness to sell company’s products.

• With only one call if company’s service people are at the customer’s door then this shows the

commitment of the company’s workforce and in turn commitment of the company towards its

customers resulting in a good word of mouth advertising.

Graph-(11)

34
 After Sales Service

4 3.73 3.79
3.43
3.5
3 2.56
2.5
Weighted 1.99
2
Average
1.5
1
0.5
0
LG Samsung Onida Videocon BPL
Company Name

Following table is showing the rank different companies has been given on after sales service

35
 Table (2)
Company Rank on After Sales Service Weighted Average of the ranks given by all the
respondents
LG 1 1.99
Samsung 2 2.56
Sony 3 3.01
Videocon 4 3.43
Onida 5 3.73
BPL 6 3.79
Others 7 4.25

• In the survey LG appeared to be the best after sales provider, followed by Samsung, Sony,
Videocon, Onida, BPL at 2nd, 3rd, 4th, 5th, 6th place respectively.
• After sales service can increase the loyal customers by a significant no. as it is told by the
respondents.
• It was found that if by mistake any faulty TV is delivered by company or by distributor and after

that if dealer or retailer asks for replacement then he has to suffer a lot, in some cases faulty TV

has not been replaced for 3 to 9 months this type of activities deteriorates the company’s image

among the dealers.

• In the survey I was told by dealers that Videocon’s franchisee system in which company hands

over all the responsibility after sales service to distributor is most of the time not works well,

because if distributor has bad relations with retailer then he does not give proper attention to that

particular retailer in terms of after sales service and ultimately this is the customer who has to

suffer, which deteriorates the company’s image in customer’s mind.

36
G. KNOWLEDGE OF TECHNICAL FORCE:
A very crucial factor, which directly affects after sales service is knowledge of technical force because of
following reasons;

Table (3)
Company Rank on Knowledge of technical force
LG 1
Samsung 2
Sony 3
Onida 4
Videocon 5
BPL 6
Others 7

• If company’s technical people are unable to detect fault due to which device is not functioning well

then customer has to suffer and in turn it creates a bed impression about company in the customer’s

mind, this experience of the customer spreads through word of mouth with a cumulative effect.

• If one or two visit technical person cannot detect fault in the device, then company has to send

them at the customer’s door 3rd, 4th, 5th time even, this increase in the no.of visits increases

company’s cost with negative image in the customer’s mind about the company that means double

loss.

• On this parameter according to my survey LG appeared as a company with best knowledgeable

technical force followed by Samsung, Sony, Onida, Videocon and BPL at No. 2nd, 3rd, 4th, 5th and

6th place respectively.

37
 H. SALES FORCE VISIT:

Sales force visit is the thing which holds much of the importance because of following reasons;

• Regular sales force visit is the thing, which develops feeling of belongingness among the dealers

for company, in a way that dealer, thinks the company is active in the market and takes more

interest in selling products of that company.

• Regular sales people visit also ensures that there is no communication gap between company and

dealers about exactly what schemes company is running and what is the price of a particular

model at particular time, if there is a change, which reduces dealer’s cost which he has to incured

in the form of phone bill and also keep the things moving smoothly.

Table (4)

Company Rank on Sales Force Visit

LG 1
Others 2
Samsung 3
Videocon 3
Sony 4
Onida 5
BPL 6

38
 • In terms of sales people visit LG is No. one, its sales people gives the most frequent visit in the

market followed by Others at No. 2; and Samsung and Videocon both at No. 3. At No. 4, 5, and 6;

Others, Sony, Onida and BPL are standing respectively.

• Some of the good dealers have told that Videocon is a “inactive company (inactive)”, its sales

people doesn’t visit frequently in the market, average frequency is stood at 20 days that cannot be

considered very good.

I. MARGIN:

Margin is the sole motive of any business. Dealer’s margin has to be taken care of because of its importance in

generating sales.

• Margin can be put at the topmost priority of dealers, so company, which provides more

margin to dealers, can easily turn dealer’s recommendation (which they give to their

customers in its favor).

Note-: Dealer’s recommendation is responsible for 30-40% of any dealer’s sale

• Margin which dealers get on selling a particular company’s product is found as a great

motivator in the survey this margin further motivates dealer to sell that company’s product

more in number.

• Videocon was found as No. 1 Company in providing margins to its dealers and that is the

sole reason, which I found responsible for more No. of dealers are recommending

Videocon, but most of the dealers those who are recommending Videocon are small dealers

that is why effect of their recommendation cannot be seen in the sales figures.

39
 Graph- (12)

Margin

4
3.57
3.5
3 2.81
2.54 2.59
2.5
Weighted
2 1.77
Average
1.5
1
0.5
0
LG Samsung Onida Videocon BPL
Company Name

• Videocon was ranked 1st in providing margins to its dealers followed by Samsung, LG,
Onida, BPL standing at 2nd, 3rd, 4th, and 5th position respectively by the dealers of East Delhi.

40
 J. PRICING:
Indian market is a very price sensitive market; here customer wants value for money for each rupee he spends
that means good quality at low price is what customer wants. My observations of East Delhi market has
revealed following points:
• In my survey of East Delhi market I observed that most of the areas are not posh areas except some,
residents of those areas are people who want all modern equipments at lowest price possible, so it
holds true for color TVs.
• Companies who has low cost high quality products at offer have slight advantage in terms of sale, that
is the reason why Videocon is at no. 4 in terms of sales, leading ahead of its competitor who has
almost same quality at offer, but only pricing cannot make any company the leader in the East Delhi
market to become leader in the East Delhi market company has to pay its attention simultaneously at
After Sales Service, Quality, Dealer Satisfaction, Schemes too.

Graph- (13)

41
 Pricing

4
3.59
3.5 3.19

3 2.71

2.5
Weighted 1.93
2 1.83
Average

1.5

0.5

0
LG Samsung Videocon BPL Onida
Company Name

• Videocon came out at No. 1 in terms of pricing at offer, followed by LG, Samsung, Onida, and

BPL at 2nd, 3rd, 4th and 5th place

• Though other brands like T-Series, Oscer, Bush, Akai, and Sharp are offering very low prices but

they lack on other parameters like After Sales Service, Quality, Brand Equity, Dealer’s

Satisfaction and most importantly Brand Reliability.

K. SCHEMES:

Good schemes works as a magnet for companies to attract customers. Schemes are generally run by

companies at some special events or during festival season, though I found that schemes during non

42
 festival season can also generate good amount of sales. In the survey it was observed that:

• LG came at No. 1 in running schemes with following schemes.

DVD+T-shirt

Summer Party (scratch card scheme which LG is running at present)

TV + VCD

Holiday package

• Samsung came No. 2 in running schemes with its,

 “Gold Do Flat Lo” scheme

This Samsung’s scheme has got maximum recall, the reasons are: -

-: It is currently in the air

-: Amount of advertising this scheme has got is more than any other scheme.

• Videocon came out at No. 3 in running schemes with its following schemes: -

 Its SMS offer “Buy 1 DVD player for Rs. 5990 and get 10 DVDs +19 VCDs worth Rs. 5990

absolutely free.

This scheme of Videocon has very low recall reasons, which I found for the same are;

 The amount of advertising this scheme is getting is not enough

 There is very insignificant display material is displayed at shops endorsing this scheme

• Onida and BPL came out at no. 4 with no customer scheme.

L. PROMOTIONAL ACTIVITIES:
Promotion activities are the backbone of any brand building and awareness creation exercise; it increases the

brand recall and puts the brand at top of the mind (TOM) of customers, so in short it increases brand recall

results in increased queries about product which ultimately results in increased sales.

43
In the survey of East Delhi market it was told by the dealers that:

• Videocon has not been able to create demand among customers for its products, due to which dealers

do not want to keep Videocon’s products.

• Brand recall of Videocon is very low which directly affects customer’s decision at the time of

purchase, for example a small number of people know that Videocon produces Flat televisions so there is very

less probability that customer who does not know the kind of product (Flat TV) he is purchasing is also

available with Videocon brand will end up purchasing Videocon’s Flat TV

Following are the promotional activities, which Videocon and its competitors are doing:

LG: -

Providing aggressive advertisement support to its product range

• Giving good extra offerings to customers

• Organizing and sponsoring various small and big events

• Using after sales service as an extra offer for customers

• Giving offers to its dealers

• Exercising public relation as an awareness creation tool

• Giving lot of attention to POP material display

• Have tied up with some good movie theatres to put its televisions at the entrance of movie

theatres

• Putting hoardings at strategic places

SAMSUNG: -
• Providing aggressive advertisement support to its product range
• Giving good extra offerings to customers
• Giving lot of attention to material display

44
 • Putting hoardings at strategic places

• Organizing and sponsoring various small and big events

• Giving offers to its dealers

ONIDA: -

• Giving offers to its dealers

• Providing advertisement support to its product range

VIDEOCON: -

• Giving offers to its dealers

• Started giving attention to material display

• Providing advertisement support to its product range

• Giving extra offerings to customers

BPL: -

• Giving offers to its dealers

• Providing advertisement support to its product range

45
MAJOR FINDINGS:II (BRAND PERCEPTION AND BRAND PENETRATION

CUSTOMER PERCEPTION:

It was found regarding customer’s perception of Videocon brand

• Videocon is a company with bad after sales service at offer.

• Only 8% of the respondents know that Videocon produces Flat TVs

• Only 10% of respondents remember any of Videocon’s TV commercial its “match on to

Videocon”,

and “Bada hai to behter hai”, has got maximum recall

• Researcher’s observations:

 Videocon is a company, which has low tech; low price products at offer this indirectly means that

Videocon’s products cannot be trusted.

 Videocon is a company, which is offering same modals for years nothing is new and innovative,

which can attract customers.

 Videocon uses Chinese components (inferior components) in its products.

 Videocon is a company with insignificant or no advertisement support to its product range

B. VALUE FOR MONEY:-

Following things were observed in the survey about brands giving value for money:

46
Following graph shows percentage of people believes that which all companies giving value for money

• Only 8.325% of respondents said that ‘Videocon’ is giving value for money, reason being the

perception what people has about ‘Videocon’, its brand equity is somewhere at average or on the lower

side, its after sales service is lower than average.

• LG and Samsung are at the top position with 30% of the respondents have given their views in

favour

of each of these brands, reason being the good brand equity these brand have, good customer support

system of these companies have pricing and aesthetics of their modals.

• Sony was declared as No. 2 in terms of giving value for money, reasons for the same are

the high

prices of Sony’s products and most of the respondents were from middle class and lower middle class.

• Onida and BPL with 8.325% of the respondents have casted their vote in favour of each of these

companies standing at No. 3 position along with Videocon

Graph- (14)

47
 Value for money
Sony
15%
LG
30%
Videocon
9%

BPL
8%

Onida
8%
Samsung
30%

C. BUYING DECISION MAKER

Following graph shows percentage of people and their age group who takes buying decision in their families.
• 53% of the respondents said that person who takes decision about which company’s product to
buy is 20-30 years old.
• 7% of the respondents said that in their family buying decision maker is of the age 30-40 years,
so effectively in 60% of the families person who decides which company’s and which model to
buy is of the age below 40 years .
• Rest 40% of the respondents told that age of buying decision maker is above 40 years.

48
 Graph- (15)

Buying Decision Maker

>40
40%
20-30
53%

30-40
7%

Table (5)
Dealer’s Response Customer’s Response

 53% of the customers like foreign
brand
 17% of the customers like Indian brand
 30% of the customers have no special
inclination
 53% of the families have buying
decision maker of the age between 20-
30 years old
 7% of families have buying decision
maker of the age between 30-40 years
old
 40% of families have buying maker
above 40 years

49
This indicates that youngsters plays a major role in making or assisting in the same in today’s Indian families

and generally would like to go for foreign brands, so there is a need attract these youngsters.

D. PENETRATION

Following graph shows percentage penetration of different companies in East Delhi market;

• 20% of the respondents have LG in their home

• 20% of the respondents have Samsung in their home

• 10% of the respondents have Sony in their home

• 15% of the respondents have Videocon in their home

• 10% of the respondents have BPL in their home

• 5% of the respondents have Onida in their home

• 20% of the respondents have other brands (Akai, Aiwa, Sansui, Thomson, Nelco, Sharp et-cetra)

in their home

Graph-(16)

50
 Penetration
Others LG
20% 20%

Sony
10%
Samsung
20%
Videocon
15% Onida
BPL 5%
10%

Penetration can only be improved when people know about company’s product and trusts the quality of the
products that all depends how a company has positioned itself in the customer’s mind, Videocon has
positioned itself as a low tech; low price product maker so this position need to be improved

51
E. ATTRACTION FOR FLAT TVs

Following graph would give different reasons why people like Flat TVs

Graph- (17)

Attraction quality
13%
nothing
30%
new tech
13%

picture clarity shape

25% 19%

• 31% of the respondents said that there is nothing special in flat TVs
• 19% of the respondents said that it’s the aesthetics of the flat screen TVs which attracts the
most.
• 25% of the respondents believe that picture clarity is much better in the flat screen TVs than
conventional TVs, which attracts the most.
• 13% of the respondents believes that flat screen is a new technology and they should give a try
to it.
• 12% of the respondents believes that overall quality of flat screen TVs is on the higher side
than
conventional TVs.
So effectively 69% of the respondents want to give a try to flat screen TVs for one reason or another,
this shows that flat screen technology has a promising future and presents a good opportunity for
exchange offers run by companies.

52
F. BRAND RECALL

When I asked about which all companies produces flat screen TVs then following results came out
based on the responses I got:-
• 80% of the respondents know that LG produces flat screen TVs
• 75% of the respondents know that Samsung produces flat screen TVs
• 75% of the respondents know that Sony produces flat screen TVs
Following Graph shows percentage of brand recall for different brands among customers

Graph- (18)

Brand Recall Others

11%
LG
Sony 24%
7%

Videocon
12%

BPL Samsung
14% 23%
Onida
9%

53
 • 40% of the respondents know that Videocon produces flat screen TVs
• 45% of the respondents know that Onida produces flat screen TVs
• 20% of the respondents know that BPL produces flat screen TVs
• 25% of the respondents know that other brands (like Sansui, Sharp, Akai, Aiwa, Phillips,
Thomson)
produces flat screen TVs

So there is a great need to educate customers about Videocon’s product range to increase sales.

CONCLUSIONS

Based on my findings following are the conclusions, which I have reached at.
1. RELATION OF SALES WITH OTHER PARAMETERS:

Sales of any company is not the separate thing in itself, it is interlinked with many of the other parameters

like:-

• Customer support system-:-

Customer support system give the surety to customer that after purchasing the product if product

malfunctions then customer will not have to suffer to get it correct.

• Promotional activities (like advertisement support, visibility of brand, offerings to both customers and

dealers etc.).

Promotional activities increase the brand awareness, which puts the brand at top of mind of customer

at the time of purchase, which increase the probability of sales.

• Pricing-:-

54
 Good pricing puts more customers in the range who can afford the product and hence increases sales.

• Availability of company’s products (penetration).

If the product is not available at the particular shop there is very less probability that customer would

demand for the product unless the company has a very strong brand name in the market.

• Dealer’s recommendation:-

Dealer’s recommendation affects customer’s decision about which company’s product he should go for

this is the general feeling among the customer that dealer can guide them well because he knows about

each and every brand’s quality.

2. RELATION OF DEALER’S RECOMMENDATION WITH OTHER PARAMETERS:

Dealer’s recommendation is the thing, which can affect 30-40% of the total sales and this is directly

related with dealer’s satisfaction.

Dealer can be satisfied only when: -

• There is a good demand of the product in the market

• Dealer gets fair amount of margin by selling company’s products

• Dealer’s cost of selling company’s products (cost which he has to incur while forwarding customer’s

complain, while confirming about prices/schemes etc.) is minimum

• Dealer is given proper attention by company in terms of after sales service, dealer visit, availability of all

the modals when he requires them.

3. AFTER SALES SERVICE:

To keep after sales service at par company has to give proper attention to it’s: -

55
 • Technical force ability to detect fault.

• Availability of spare parts when they are required.

• Availability of service vehicle when it is required.

• Efficiency of its call center, in a way time taken in forwarding a complain to service center and its ability

to handle heavy traffic.

• Efficiency of its service stations.

4. Brand awareness is needed to be improved for increasing customer queries at the time of purchase and

so to increase sales. This puts a psychological effect on customer’s mind while taking the decision

which company’s product to buy.

5. Regular sales people visit is very much important in terms to wipe out all the confusion what dealers

have regarding pricing, offers and any other confusion regarding company’s policies.

Regular sales people visit also give an impression to dealers that company is giving them proper

attention.

6. Videocon has a very low brand visibility in public in terms of hoardings, advertisements, and articles in

news papers/magazines about Videocon.

To create brand awareness and in turn sales brand visibility need to be improved.

7. It was found that Videocon’s sales people visit varies according to dealer’s turnover, it is fair but there is

a need to maintain a consistency in visits to small dealers too, since small dealers are more in number

and there is not much difference in combined sales of small dealers and combined sales of big dealers,

so both type of dealers are equally important.

8. There are some cases where a particular dealer is selling more number of units of other brands and less

number of Videocon’s units, these types of dealers should not be underestimated and should be given

proper attention.

56
9. POSSIBLE AREAS OF IMPROVEMENT:
Major areas where improvements are possible in Videocon’s marketing and sales strategy are as follows: -
• After sales service
• Brand recall
• Brand awareness and brand visibility
• Designs of modals
• Availability of modals, when dealers need them
• People’s perception about Videocon
• Dealer satisfaction
9. LG is overall market leader in Delhi market followed by Samsung, Videocon, Onida and BPL at 2nd,
3rd, 4th and 5th place.
Sony is most trusted brand in terms of quality.

57
 RECOMMENDATIONS

On the basis of findings and conclusions drawn from the study following measures are recommended.
A. RECOMMENDATIONS FOR PROMOTIONAL ACTIVITIES:

i. Brand visibility in public can be increased by following methods: -

• By deploying hoardings at strategic places like

 Bus stops at crossings of main connecting roads

 Flyovers (where generally traffic is more)

58
  On high buildings at crowdie places

 At the entrances of main markets

• By publishing advertisements in National as well as regional dailies.

• By telecasting advertisements on

 National TV channels which are popular and have maximum number of viewers, at strategic

timings like 1 pm – 4 pm and 8 pm – 11 pm channels which can serve the purpose at these timings

are STAR TV, ZEE TV, SONY TV, STAR SPORTS, SET MAX.

Other then that Ads can also be shown on news channels like AAJ TAK, STAR NEWS at timings

like 7AM to 9AM other then aforesaid timings.

 Regional TV channels like ALPHA TV PUNJABI, SURYA TV, SUN TV.

ii. Awareness of Videocon brand need to be improved this can be done in following ways: -

• By giving advertisement on popular FM channels like Radio Mirchi, Radio City at strategic timings

like 7AM - 9AM, 8PM - 11PM. These are the timings when more number of people generally listen to

radio

• By taken care of public relation exercise which can affect public awareness at a fraction of the cost of

advertising this includes

 Securing editorial space in print and broadcast media to promote/hype about Videocon’s

products

 Presenting news and information about the organization in the most positive light.

 Sponsoring efforts to publicize specific products

 Identity media:- This is the visual identity that public immediately recognizes, this is generally

carried by company’s logo, stationary, brochure, sign, buildings, uniforms, and dress codes

59
  Public service activities

 Speeches in public about company

 Events like 3 day long dance party recently organized by LG, Samsung is the co-sponsor of

“Asia Cup” cricket tournament, can be organized or sponsored

iii. Point of purchase (POP) display of Videocon has some area of improvement as per my analysis.

• Whenever sales person visits a dealer he must ensure that whatever Point of purchase display

material he is distributing to dealer is actually displayed in best possible way.

• Some offers can also be given to dealers who will display the Videocon’s Point of purchase,

these offers can be:-

 A tour to hill station/ pilgrimage with spouse

 Some gifts can be offered like

 Mobile phone

 Personal digital assistant

 A gift voucher

 A special discount can also be offered

iv. Tie-up with different companies, and TV quiz shows “Bourn vita Quiz Context”, “Khul Ja Sim

Sim” can be done to present company’s products as a offer gift and prize.

B. SUGGESTIONS FOR AFTER SALES SERVICE

Videocon’s after sales service has some area of improvement, as per my analysis following things can be

done.

i. By increasing efficiency of the call centers: - This I believe can be done in following ways:-

60
 • By forwarding customer’s complains to service station in at most two hours.

• All the customer queries should be responded by call center executives with patience.

• There should be flexibility to increase the capacity of the call centers in case of heavy traffic

ii. By increasing efficiency of service station: - This can be done in following ways

• After getting information about a complain from the call center, service center’s technical people

should reach at customer’s door within 6-8 hours maximum.

• All the important spare parts must be made available to service center people all the time, because

unavailability of the spare parts was found as a major reason for delay in Videocon’s service.

• Technical people should be given training about all possible faults that can occur in a color TV,

because many of the dealers and customers have complained that Videocon’s technical people are

unable to detect fault.

• Number of service vehicles should be increased, because unavailability of vehicle is another reason for

delay in service.

• In franchisee system what Videocon has company should not hand over all the responsibilities of

servicing distributors rather it is needed to take all the responsibility by company itself to maintain

quality of service.

• Regular calling to dealers is recommended from company’s side to know about complains. This will

also

help company to improve its image in the market. This will give a feeling to dealers that company is

active and it cares about customer’s problems.

• If customer comes at service stations for service he must be given proper attention in terms of listening

all his problems with patience.

He must be given a feeling that he is a customer and it is company’s duty to correct his faulty device.

61
 • At service station he must be given some means to pass his time in case service takes a

long time. These

means can be:-

 Internet facility

 Music system to listen to music

 TVs

These are the practices, that’s competitors like LG, and Samsung are following and more then that if he would

have a good experience then this experience of his will spread through “word of mouth”.

C. SUGGESTIONS FOR SALES PEOPLE VISIT

i. Though Videocon’s sales people visit in the market is more then it’s some competitors, but this is not

good enough its frequency need to be improved. In my survey average frequency came out once in 20

days.

I believe that this frequency should be improved to once in 7 days per dealer to reduce the possibility of

confusions about

• Schemes

• Pricing

• And most importantly would help sales people to know if there is any problem in service

ii. Sales people visit I believe should not vary to much from big dealers to small dealers, because small dealers

are equally important from sales point of view to big dealers are

62
D. SUGGESTIONS FOR IMPROVING NO. OF DEALER’S RECOMMENDATION

i. Creating Feeling Of Belongingness: -

• “Dealer certificate” is suggested, which will create a feeling among dealers that they are an

integral part of company, which in fact they are, with the amount of margin Videocon is providing

this feeling would increase the dealer’s satisfaction, which can get the company more dealer

recommendation

• “Monthly Dealer Meeting” is suggested, this meeting can be organized according to off day of a

particular area. In this type of meeting dealers can be asked to put forward their views about brand

equity, brand awareness and they can also be asked to give their advice for making improvements in

areas where company is lagging behind its competitors.

This type of activity would help company to improve its image among dealers and also give them a feeling

that they belongs to the company and ultimately get the company more number of dealers recommendation.

63
 TABLES

(1) SALES

Table (6)
Size Type LG Samsung Sony Videoco Onida BPL
n
20”+21” Flat 1277 927 530 230 160 70

FFST 1129 750 NIL 613 465 270

25” Flat+FFS 38 38 50 8 NIL NIL
T

29” Flat 159 116 110 76 22 10

FFST 109 103 NIL 55 19 10

Note: - Data in the following tables represents the rankings given and percentage of
respondents replied in favor of particular point or company.

64
(2) AVAILABILITY OF BRAND

Table (7)
Company Availability in percentage

LG 93%

Samsung 82%

Videocon 78%

Onida 69%

BPL 55%

Sony 73%

Others 60%

65
(3) DEALER’S RECOMMENDATION

Table (8)
Company Percentage of respondents recommending the
brand to their customers
No Recommendation 34%

LG 16%

Samsung 14%

Videocon 18%

Onida 5%

BPL 4%

Sony 4%

Others 5%

66
 (4) CUSTOMER PREFERENCE

Table (9)
Location Price Quality Customer Aesthetics Brand Service Dealer’s
Schemes Name Recommen
dation
Nand Nagri 2 4 3 6 1 5 6

Karawal Nagar 1 2 3 3 1 4 6

Dilshad Garden 2 3 4 6 1 5 7

Bhajanpura 2 3 5 4 1 6 6

Geeta colony 2 3 4 5 1 4 6

Kalyanpuri 2 1 5 3 2 2 6

Mandawali 2 2 4 3 1 4 5

Durgapuri 1 2 3 4 1 4 5

Trilokpuri 2 3 5 4 1 5 6

Khichiripur 2 4 5 3 1 5 6

Parwana Road 1 4 3 6 2 5 6

67
Mayur Vihar 2 3 6 4 1 5 4
Phase 3

Mayur Vihar 3 2 5 4 1 4 6
Phase 1

GandhiNagar 1 3 5 5 2 4 6

Shahdara 2 3 4 6 1 5 6

Maujpur 1 3 4 5 2 6 6

VikasMarg 2 3 5 6 1 4 5

Sum of Ranking 27 48 73 77 21 77 98

Total East Delhi Mkt. 2 3 4 5 1 5 6

Ranking

(5) AFTER SALES SERVICE

Table (10)
Location LG Samsung Onida Videocon BPL Others

Nand Nagri 1 3 2 2 4 5

Karawal Nagar 2 1 5 3 4 6

Dilshad Garden 1 2 4 3 5 6

Bhajanpura 1 2 4 3 4 5

68
Geeta colony 1 2 4 5 3 6

Kalyanpuri 2 3 5 1 4 6

Mandawali 1 3 2 4 4 5

Durgapuri 1 3 4 2 4 5

Trilokpuri 1 2 2 2 2 3

Khichiripur 1 2 3 2 4 5

Parwana Road 1 3 4 2 5 6

Mayur Vihar 1 2 6 3 4 5
Phase 3

Mayur Vihar 1 2 3 4 3 5
Phase 1

Gandhi Nagar 2 1 4 5 3 6

Shahdara 1 2 3 4 5 6

Maujpur 1 1 2 3 2 4

Vikas Marg 1 2 3 5 4 6

Krishna Nagar 2 1 5 3 4 5

Sum of Ranking 22 39 65 56 68 95

Total East Delhi 1 2 4 3 5 6

Market Ranking

69
(6) KNOWLEDGE OF TECHNICAL FORCE

Table (11)
Company Ranking in East Delhi Market

LG 2

Samsung 1

Sony 3

Onida 4

Videocon 5

BPL 6

Others 7

(7) MARGIN

70
 Table (12)
Location LG Samsung Onida Videocon BPL

Nand Nagri 3 5 2 1 4

Karawal Nagar 5 4 3 1 2

Dilshad Garden 4 3 1 2 5

Bhajanpura 3 2 4 1 5

Geeta colony 3 2 4 1 5

Kalyanpuri 4 3 2 1 2

Mandawali 1 3 3 2 4

Durgapuri 3 2 4 1 5

Trilokpuri 4 3 1 2 5

Khichiripur 2 2 3 1 4

Parwana Road 1 3 2 1 4

Mayur Vihar 2 4 5 1 3
Phase 3

Mayur Vihar 1 2 4 3 5
Phase 1

Gandhi Nagar 2 1 3 4 3

Shahdara 2 3 4 1 5

71
 Maujpur 3 1 3 2 4

Vikas Marg 4 3 2 1 5

Krishna Nagar 3 2 4 1 5

Sum of ranking 50 48 54 27 75

Total East Delhi Market 3 2 4 1 5

Ranking

(8) PRICING

Table (13)
Location/Company LG Samsung Onida Videocon BPL

Nand Nagri 2 5 4 1 3

Karawal Nagar 2 3 4 1 3

Dilshad Garden 1 3 4 2 5
Bhajanpura 2 3 4 1 5

Geeta colony 2 2 2 1 3

Kalyanpuri 2 1 2 1 3

Mandawali 1 3 2 1 3
Durgapuri 2 3 4 1 5

Trilokpuri 2 2 3 1 4

Khichiripur 1 4 3 2 5

72
 Parwana Road 1 4 2 1 3

Mayur Vihar Phase 3 1 3 5 2 4

Mayur Vihar Phase 1 1 2 4 3 5

Gandhi Nagar 2 1 3 4 5

Shahdara 1 3 4 2 5

Maujpur 4 3 2 1 5

Vikas Marg 2 3 4 1 5

Krishna Nagar 2 1 5 4 3

Sum Of Ranking 31 49 61 30 74

Total East Delhi Market 2 3 4 1 5

Ranking

(9) VALUE FOR MONEY

Table (14)

73
 Company Percentage Of Respondent Responded In Favor Of
Company
LG 30%

Samsung 30%

Sony 15%

Onida 8%

Videocon 9%

BPL 8%

(10) PENETRATION

Table (15)

74
 Company Percentage of respondents have company’s
TV at their home
LG 23%

Samsung 22%

Sony 10%

Onida 5%

Videocon 10%

BPL 10%

Others 20%

(11) ATTRACTION FOR FLAT TV

75
 Table (16)
Reason for attraction towards Flat Percentage of respondents responded
screen TVs in fovor

No Attraction 31%

Aesthetics 19%

New Technology 13%

Picture Clarity 25%

Quality 12%

(12) BRAND RECALL

76
 Table (17)
Company Percentage of recall

LG 80%

Samsung 75%

Sony 75%

Onida 45%

Videocon 40%

BPL 20%

Others 25%

77
 BIBLIOGRAPHY
a) Marketing Research
By: Naresh K Malhotra
Published by: Pearson Education Asia

b) Marketing Management
By: Philip Kotler

c) Marketing Research
By: Harper W Boyd, Ralph Westfall, and Stanley F. Stasch
Published by: AITBS publishers and distributors

d) Principals of advertising: a global perspective

By: Monte Lee, and Carle Johnson
Published By: The Haworth Press

e) Magazine

f) Durables Journal

g) www.ficci.com

h) www.indiainfoline.com

78
79
 QUESTIONNAIRE FOR DEALERS

Questionnaire: 1

1. What is your average monthly sale?

Brands Type\Modal 21” 25” 29”

LG Flat
FFST
Samsung Flat
FFST
Videocon Flat
FFST
Onida Flat
FFST
BPL Flat
FFST

2. What is the most critical factor on which customer gives more emphasis while

purchasing color TVs(Rank the following factors on a scale of 1 to 5)?

a) Price , b) Quality , c)Consumer scheme , d) Aesthetics, e) Brand Name

f) Other (please specify) _____________________________

3. What are the company’s essentials related with order?

Brands Minimum no. of Lead time to place Targeted sales (as

units to be ordered order suggested by
company)

80
 LG
Samsung
Videocon
Onida
BPL

4. Which brand draws your keen interest in selling? Why?

Brand-: __________________________________________
Why -: _________________________________________________________________
_________________________________________________________________

5.What are the different promotional schemes given by different companies now a
day?

Brands Schemes
LG
Samsung
Videocon
Onida
BPL

6. Are customers more inclined towards Indian brands or foreign brands or no special
inclination? What do you generally observes?

Age group Indian brands Foreign brands No inclination

7. What is the credit period generally given by the different companies?

81
 Brand Credit Period
LG
Samsung
Onida
Videocon
BPL

8. Best after sales service provider?

Brand Best backup Best Best behaviour of

support knowledgeable technical force
technical force
LG
Samsung
Onida
Videocon
BPL

9. Who is the best on following parameters?

Brand Quickest delivery Most competitive pricing

LG
Samsung
Onida
Videocon
BPL

10. Which company provides most incentives to you?

LG Samsung Onida Videocon BPL

82
10. Would you like to give any suggestion for the companies?
Brand Suggestion
LG
Samsung
Onida
Videocon 11. Personal
BPL
information-:

Name of the shop_____________________________________________________

Address_____________________________________________________________
Ph number__________________________________________________________
Fax no. _____________________________________________________________

Thank you for taking part in this survey and add value to it. I would like to you to think about the
survey you just participated in.
Please help us asses our own effectiveness on a scale of 5.

5) Very satisfied, 4) Satisfied, 3) Neither satisfied nor dissatisfied, 2) Somewhat

dissatisfied, 1) Very dissatisfied.

Rank-: ______________________________

If dissatisfied, why?
a) Calling at inconvenient time
b) Questionnaire was repetitive
c) Poor interview skills
d) Poorly worded questions
e) Questionnaire was difficult to answer
f) Questionnaire was too long
g) Other reason, please specify
__________________________________________________________________________________
____________________________________________

83
84
QUESTIONNAIRE FOR CUSTOMERS
Questionnaire: 2
Name:-_________________________

1. Which brands, which modal and how many color TV you have in your home (Please
fill no. of TVs you have in your home)

Brand Type 14” 20” 21” 25” 29”

LG FLAT
FFST
Samsung FLAT
FFST
Onida FLAT
FFST
Videocon FLAT
FFST
BPL FLAT
FFST
Other FLAT
FFST

2. Are you planning to buy a new set, if yes which one and which brand, size, modal and

in approximately how many time?

a) Flat , b) FFST

Size-: ___________________________, Modal-: __________________________

Brand-: _______________________, Time frame-: ________________________

85
3. Why you would like to go for this particular brand, size and modal?

Reason-:_________________________________________________________________

__________________________________________________________________

4. What are the features you look for in a color TV (Rank 1 to 10)?

a) Price , b) Quality , c) Design , d) Sound , e) Picture clarity

f) Brand Name , g) After sales service , h) Extra offerings , I) Warranty ,

j) Indian company

5. Are you planning to upgrade your old TV? If yes why?

a).Yes , b) No

Why-: ___________________________________________________________________

___________________________________________________________________

6. What attracts you most in Flat TV?

________________________________________________________________________________________

________________________________________________________________________________________

_______________________________

Which companies produce Flat TVs? Do you know?

86
________________________________________________________________________________________

__________________________________________________

7. Do you remember any Flat TV advertisement? If yes which one and why?

________________________________________________________________________________________

________________________________________________________________________________________

_______________________________

Why-: _____________________________________________________________________

_____________________________________________________________________

8. According to you which brands’ colour TVs are total “paisa basool”?

LG Samsung Onida Videocon BPL

9. What can be added on in colour TVs to make it more suitable and comfortable

handling/ viewing for you?

________________________________________________________________________________________
________________________________________________________________________________________
_______________________________

10. Who generally takes buying decision in your family?

Name ____________________________,
Occupation ____________________________
Age ____________________________,

87
 Relation with respondent ____________________________

11. Which company’s after sales service you think or experienced is best (rank on 1 to 5
scale)?

Brand Quickness Best knowledgeable Behaviour of

Technical force technical force
LG
Samsung
Onida
Videocon
BPL

12. Personal information;

a) Address _______________________________________________________
_______________________________________________________

b) Phone No. _______________________________________________________

c) Occupation _______________________________________________________

Thank you for taking part in this survey and add value to it. I would like to you to think about the survey
you just participated in.
Please help us asses our own effectiveness on a scale of 5.
5) Very satisfied, 4) Satisfied, 3) Neither satisfied nor dissatisfied 2) Somewhat

dissatisfied, 1) Very dissatisfied.

Rank-: ______________________________

If dissatisfied, why?

88
h) Calling at inconvenient time

i) Questionnaire was repetitive

j) Poor interview skills

k) Poorly worded questions

l) Questionnaire was difficult to answer

m) Questionnaire was too long

n) Other reason, please specify

__________________________________________________________________________________

__________________________________________________________________________________

_________________________

89
ANNEXURE

90
 LIST OF DEALERS

Barthwal Electroniocs A-3-4, Main Road, Khichripur

Naagar TV palace 195, Prem Chand Nagar Mkt., Main Road, Khichripur
RK Trading co. Main road, Khichripur
Kanishk Enterprises A-1Main road Khicripur Near wine shop, Delhi-91
Kamal Electronics Main road, Khichripur, I.P Extention
Jain & jain Electronics Main road, Khichripur, Delhi-91
Singh Electronics B-45/3, Mandawali, Unchepar, Delhi-92
New Electrical Palace Chandar Vihar, Railway colony, Near Wine Shop, Mandawali, Delhi-92
Sangam Electronics 79-A/A-2, Mayur vihar, Phase-3, Delhi-96
Kamal Electronics Main Road, Kondli, Near Mayur Vihar, Phase 3, Delhi 96
Neha Electronics A-183, Main Market, Old Kondli, Opp Barat ghar, Delhi-96
Naina Electronics Shop No.-26 A-2, DDA Market, Mayur Vihar, Phase 3, Delhi-96
Shankar palace A-1232, GD colony, Opp. Bank of Baroda, Mayur Vihar, Phase 3, Delhi-96
Shiv Palace B-50, Kalyanpuri
Lucky Trading Co. 15/251, Mani market, Kalyanpuri, Delhi 91
Arun Electronics Ext. Block 35/8-9, Trilokpuri. Delhi-91
Devi Electronics

Corporation 15/18, Trilokpuri, Delhi-91

BS Electronics Shop No. 26/58, Central Market, Trilokpuri, Near Mayur Thana, Phase-1-91
SK Traders 6/276, Trilokpuri, Delhi-91
Mehta Electronics F-3/13, krishna Nagar, Delhi-51
Naina Electronics Shop No. 40 & B-7 , DDA complex, mayur vihar, phase-1, Delhi-91
Manoj Electronics 101, Pratap Nagar, Opp.ASN Day Boarding school, Mayur Vihar, Phase1
Shiv Shakti Traders 38, Pratap Nagar, Chilla Road, Mayur Vihar, Phase 1-91
Anuj Trading Co. 180, Pratap Nagar, Mayur Vihar, Phase 1
kbm electronics 1/32, Lalita park, main vikas marg, Lakxmi nagar, Delhi-92
Garg Electronics 1/12, Vikas marg, Lalita park, Laxmi nagar, Delhi-92
GD Plaza D-60, Laxmi nagar, Vikas Marg, NEW DElhi-92
Aakash Enetrprises D-62, main road, Laxmi nagar, Vikas marg, ND-92
(H-17,18, Vikas marg, ND-92), (J-55, Sector 18 Noida), (East patel nagar,

Appliance city ND-08)

Light & Sound Galaxy G-55, Vikas Marg, Laxmi Nagar, ND-92
Smart mart A-148, Sahkar Pur, Delhi-92

City Audio vision P Ltd 1/10, Lalita park, Main Vikas Marg, Laxmi Nagar, ND-92
Handa Arcade West Guru Angad Nagar, Laxmi Nagar, Nd_92

91
Sunny Electronics Shop No. 3, U-180, Vikas Marg, Shakarpur, ND-92
Nisha Enterprises 518/1, main yamuna vihar road, Maujpur, Delhi-53
Om ji Electronics B-6, Subjji mandi road, Maujpur
Jai maa Durga Electronics 596/2, main maujpur chowk, Yamuna Vihar Road, shahdara
Yash Electronics 1449/17A, Main Loni Road, Durgapuri, Shahdara
Videocon Plaza (Shri Balaji

Enterprises) B-12/A, Joyti Nagar, Ext.,(West) Loni road , Durgapuri

Hindustan Refrigeration

and Electronics B-127, 100ft road, Hardev puri-93

Honay Electronics
Vinay Electronics
New Omi Electronics
Metro ELectronics
Talwar Eelctronics
Gupta Electronics
Walia Electronics
Raj Choice
B-85, Joyti colony, Durga Puri chowk, SHahdara
B-85, Joyti colony , Durga puri chowk, shahdara
1449/6, Durgapuri chowk, Loni road
1449/7, Durga Puri chowk, durga puri - 93
C-55, Durga puri chowk, Shahdara
1157/1, East rohtas nagar, Shahdara
Bishan singh mkt., Rohtas Nagar, Babarpur road, Shahdara
1/1/9298, west rohtas nagar, main hanuman road, shahdara
shop no. 7, tomar mkt. opp corporation bank, 100 ft road east babarpur,

Shivam Enterprises shahdara

Anil Electronics
Ajay Electronics
Kaushik Electronics
Khalsa music center
Ajay furniture
Mayank Electronics
24/47, main 100 ft. road, east babarpur, shahdara
1/9544, main babarpur road, shivaji park, shahdara
1/7228, east gorakh park, babar pur road, shahdara
1157-A/D, babarpur road, shahdara
1/7224, main babarpur road, shivaji park, near ajay audio, shahdara
A-1, Nathu colony chowk, 100 ft road, shahdara
(A-40/A, shiv hari complex, main 100 ft road, kabir nagar, 94), (1/5749,

Shiv Hari Electronics Gali no. 10, balbir nagar, shahdara-32)

Chawla Electronics
ekta electronics
International Electronics
Kataria Sales corp.
Kataria Sales Corporation
Ahuja Electronics
Guljar Electronics
Neelkanth Electronics
Gupta Electronics
Anisha TV Corner
Sanjay Electronics
7/177, Geeta colony-31
3236/17, geeta colony, main road, delhi-31
Ix/55, main road, kailish nagar, near pn. bank-31
513/26, main bazar, gandhi nagar, - 31
513/26, main bazar, gandhi nagar- 31
1x/6108, main road, gandhi nagar, - 31
1x/51, kailash nagar, 31
1x/2267, main road, kailash nagar, 31
3, brij extn., parwana road-51
11, Brij puri extn., parwana road--51
12, brij puri, parwana road-51

92
Karshni Electronics c-7, old govind pura, parwana road, near musical fountain, delhi-51
Venus Electronics f-610, main wajirabad road, opp. bajanpura bus stand, delhi-94
Durga Electronics C-2/A, wajirabad road, bajanpura, delhi-53
AK Electronics C-148, main mkt., Bhajanpura-53
Vinod Enterprises C-131/2A, tanki road, bajanpura-53
PT Yadram Electronics Tanki road, PT yadram mkt., bajanpura-53
Deepti tv center c_4, main mkt., bajanpura
Gullu Electronics E-265A, GTB enclave, Hospital road, -94
Priya Electronics F-164, DIlshad Colony, 95
Tony Electronics J-50, dilshad colony, -95
Malhotra electronics M-1/A-3, dilahad colony, delhi-95
Nutan Electronics H-122-A, dilahad gardan-95
Alliad Electronics H-140-A, dilshad gardan, -95
Deepti Electronics H-143A, dilshad gardan-95
Supar Electroics 1-main mkt, B-block, dilshad gardan
Raj Kumar Electronics E-4, Prajapati mkt, dayal pur, Delhi-94
Krishna Furniture and

Electronics B-6, Nehru VIhar, Karawal Nagar Road, Delhi-94

Ahuja Electronics Opp. tekram mkt, khajuri khas, karawal nagar, delhi-94
VK ELectronics A-42 chandu nagar, gali no. 3, karawal nagar, delhi-94
SK Electronics B-2/C, chand bagh, main karawal nagar road, delhi-94
Amit TV Palace sadat pur, main karawal nagar road, delhi-94
shital electroncs main chowk, karawal nagar
Pankaj Electronics E-21, khajuri khas, karawal nagar road, delhi-94
Trishul Electronics A-4/30, nand nagri, delhi-93
Raju Electronics B3/1, DDA Mkt, Nand Nagri, Delhi-93
Shiv Electronics A-4/230, near shiv mandir, nand nagri, delhi-93
Shiam Electronics D-2/30, main road, nand nagri, Delhi-93

93