Volume 1, Issue 9 (September, 2014) Online ISSN-2347-7563 Published by: Sai Om Publications Sai Om Journal of Commerce & Management A Peer Reviewed National Journal A STUDY ON CUSTOMER SATISFACTION TOWARDS SELECTIVE LG PRODUCTS WITH SPECIAL REFERENCE TO GOBICHETTIPALAYAM Dr. A. Dharmaraj Assistant Professor, Department of Management Studies & Research, Karpagam University, Coimbatore, India Email: dr.a.dharmaraj@gmail.com ABSTRACT Electronic goods are becoming a basic need rather than a luxury. There is a rapid growth witnessed by the companies producing electronic goods since last decade. The Customer satisfaction towards selective LG brand products has been made by the researcher in Gobichettipalayam for studying the necessity of customer needs and their satisfaction. The analytical tools applied for the analysis of the data collected like Simple Percentage analysis and Chi-square tests. The study is aimed at measuring customer satisfaction towards selective LG products with special reference Gobichettipalayam. Marketing starts before production and continues after sales. Marketing is the process of creating customers. The important attribute of the product is quality and prices have received favorable appreciation from the respondents. Keywords: Customer Satisfaction; Awareness; Buying Behavior; Sale Promotion INTRODUCTION Electronic goods are becoming a basic need rather than a luxury. There is a rapid growth witnessed by the companies producing electronic goods since last decade. The manufactures have brought out numerous models of superior technology. A number of electronic goods are available in the market today with different futures. Therefore consumers have a wide choice of electronic goods. Before the liberalization of the Indian economy, only a few companies like Kelvinator, Godrej, Allwin and Voltas were the major players in the consumer durable market, accounting for no less than 90% of the market. Then after the liberalization, foreign players like Samsung, LG, Sony, Whirlpool and AIWA came onto the picture. Today, these players are having the major share of the consumer durables market. STATEMENT OF PROBLEM Electronics, considered on essential part of modern life. Now in the present century, new technologies introduces new brand of electronic items every day the new arrival of electronic items has made the companies constantly engaged in gaining the attention of the customers like price, offers etc., The Customer satisfaction towards selective LG brand products has been made by the researcher in Gobichettipalayam for studying the necessity of customer needs and their satisfaction. OBJECTIVES OF THE STUDY 1. This research paper deals with the study of awareness on LG Products in Gobichettiplayam. 2. This papers aimed at knowing the factors affecting buying behavior of LG Products 3. To give the suggestions relating to the services of LG Products based on the result. Available online on www.saiompublications.com 5 Sai Om Journal of Commerce & Management A Peer Reviewed National Journal RESEARCH DESIGN A Research design is purely and simply a basic frame work or plan for a study that guides the collection of data and analysis of the data. In this study, we have adopted descriptive research design in collecting and analyzing the data. Sources of Data Primary data- The validity of any research is based on the data collected for the study. Primary data includes questionnaire. Questionnaire was the main tool used for collecting the first hand information from the respondents. Hence, due attention was given in construction of the questionnaire. Secondary data- The study also consists of secondary data, which is collected from magazines, newspaper and journal and also websites. Sample Selection For the purpose of the research, convenient sampling method has been used in selecting the respondents in Gobichettipalayam. 100 respondents residing in the Gobichettipalayam who were possessing LG brand products were identified and they were selected as the sample for the study. The Questionnaire schedule has been prepared in such a way that the respondents were able to give their opinion truly and frankly. Analytical Tools The following are the analytical tools applied for the analysis of the data collected.   Simple Percentage analysis Chi-square tests ANALYSIS AND INTREPRETRATION On the basis of data collected, the data has been analysed by using statistical techniques and tests were conducted at five per cent and one percent level of significance. The objectively collected data have been suitably classified and analysed in tables. Gender Wise Distribution of the Respondents Table showing the Gender wise distribution of the respondents Table 1. Gender Male Female Total No of respondent 78 22 100 Percentage 78 22 100 Among the respondents who registered their views in the study, 78 % were male respondents and 22 % were Female. Marital Status Wise Distribution of the Respondents Table showing the marital status wise distribution of the respondents Table 2. Marital Status Married Unmarried Total VOL. 1, ISSUE 9 (September 2014) No of respondent 67 33 100 6 Percentage 67 33 100 Online ISSN 2347-7563 Sai Om Journal of Commerce & Management A Peer Reviewed National Journal Among the respondents who registered their views in the study, 67 % were married and 33 % were Unmarried. Educational Status Wise Distribution of the Respondents Table showing the Educational status wise distribution of the respondents Table 3. Educational Qualification Up to School Level Under graduate Post Graduate Professionals Total No of respondent 23 41 24 12 100 Percentage 23 41 24 12 100 The table reveals that that 41% of the respondents are under graduate and 24% of the respondents are post-graduate and 23 % of the respondents are up to school level and 12% of the respondents are professionals. Occupational Status Wise Distribution of the Respondents Table showing Occupational status wise distribution of the respondents Table 4. Occupation Status Employee Business Professional Agriculture & others Total No of respondent 34 37 14 15 100 Percentage 34 37 14 15 100 The table reveals that 37 % of the respondents are business people and 34 % of the respondents are employees and 15 % of the respondents are agriculture & others and 14 % of the respondents are Professionals. Family Monthly Income Wise Distribution of the Respondents Table showing the Family monthly income wise distribution of the respondents Table 5. Family Monthly Income < 14000 14000 – 18000 > 18000 Total No of respondents 35 30 34 100 Percentage 35 30 34 100 The table reveals that 35 % of the respondents are below 14000 and 34 % of the respondents are above 18000 and 30 % of the respondents are between 14000 to 18000. Distribution of the Respondents on the Basis of Awareness of LG Products The study was conducted on the basis to know the awareness of the respondents towards the LG products. VOL. 1, ISSUE 9 (September 2014) 7 Online ISSN 2347-7563 Sai Om Journal of Commerce & Management A Peer Reviewed National Journal Table 6. Awareness on Products  PRODUCTS Television Refrigerators Washing Machine Personal Audio LG Mobile Microwave oven No: of respondents aware ( out of 100 ) 96 74 58 54 62 34  Out of 100 respondents 96 know Television  Out of 100 respondents 76 know Washing Machine  Out of 100 respondents 42 know LG Mobile  Out of 100 respondents 74 know Refrigerators  Out of 100 respondents 54 know Personal Audio Out of 100 respondents 34 know Microwave oven It is concluded that Television, LG Mobile and Refrigerators are known to more than 60% of the respondents. The Level of Satisfaction of the Respondents towards Selective LG Products on the Basis of Quality Factor It is used to analyse the level of satisfaction in the quality factor Null Hypothesis: The opinion on quality is moderate. Level of significance: Let α = 0.05 be the level of significance. Test statistics: Table 7. OPINION Highly satisfied Satisfied Moderate Dis-satisfied Total OBSERVED N 78 18 3 1 100 EXPECTED N 7 43 43 7 Computation of Test Statistic: The computed value of chi is 185.471 Degrees of freedom: (r-1) (c-1) = (4-1) (2-1) = 3 Significance (P) is 0.00 Inference: Since significance (P) is less than 0.05 the null hypothesis is rejected. It is concluded that majority of the respondents are highly satisfied with Quality. The Level of Satisfaction of the Respondents towards Selective LG Products on the Basis of Price Factor It is used to analyse the level of satisfaction in the Price factor Null Hypothesis: The opinion on Price is moderate. Level of significance: Let α = 0.05 be the level of significance. VOL. 1, ISSUE 9 (September 2014) 8 Online ISSN 2347-7563 Sai Om Journal of Commerce & Management A Peer Reviewed National Journal Test statistics: Table 8. OPINION Highly satisfied Satisfied Moderate Dis-satisfied Highly dis-satisified Total OBSERVED N 27 44 22 4 3 100 EXPECTED N 4 23 45 24 4 Computation of Test Statistic: The computed value of chi is 185.4712 Degrees of freedom: (r-1) (c-1) = (5-1) (2-1) = 4 Significance (P) is 0.00 Inference: Since significance (P) is less than 0.05 the null hypothesis is rejected. It is concluded that majority of the respondents are satisfied with Price. FINDINGS           Among the respondents who registered their views in the study, 67 % were married and 33 % were Unmarried. The study found 41% of the respondents are under graduate and 24% of the respondents are post graduate and 23 % of the respondents are up to school level and 12% of the respondents are professionals It reveals that 37 % of the respondents are business people and 34 % of the respondents are employees and 15 % of the respondents are agriculture & others and 14 % of the respondents are Professionals. This study also reveals that 35 % of the respondents are below 14000 and 34 % of the respondents are above 18000 and 30 % of the respondents are between 14000 to 18000. Analysis of awareness of the respondents shows that Television, LG Mobile and Refrigerators are known to more than 60% of the respondents. Analysis of the sources of awareness of the respondents reveals that Television is the major source through which majority of the customers came to know about most of the LG Products. Friends and Relatives and Newspaper are the sources through which mobile is known to the most of the respondents. Analysis of the level of satisfaction reveals that majority of the respondents are highly satisfied with the Quality, Models/styles and customer service and they are satisfied with Price, Advertisement, Durability, availability of spare parts and after sales service The level of satisfaction of respondents belonging to various age groups reveals that respondents belonging to various age groups have an average score level of satisfaction on the features of LG products. The level of satisfaction of respondents belonging to various levels of income reveals that respondents belonging to various level of income have an average score level of satisfaction on the features of LG products. The level of satisfaction of respondents belonging to various educational levels reveals that respondents belonging to various levels of education have an average score level of satisfaction on the features of LG products. VOL. 1, ISSUE 9 (September 2014) 9 Online ISSN 2347-7563 Sai Om Journal of Commerce & Management  A Peer Reviewed National Journal The level of satisfaction of respondents belonging to various level of occupation reveals that respondents belonging to various levels of occupation have an average score level of satisfaction on the features of LG products. SUGESSTIONS     As far as quality may concern the respondents were highly satisfied. But it should increase the service standard. After Sales service, advertisement and other factors are should need improvement. The price of the product should be modified competitively. So this factor has to be improved with a view to retain and attract more buyers. The company should work towards providing more sales promotion offers to attract the customers. CONCLUSION Marketing starts before production and continues after sales. Marketing is the process of creating customers. LG products are liked by one and all. The study shows that most of the sale is done on basis of sales promotion activities and TV advertisement etc. The important attribute of the product is quality and prices should be taken care. Product attributes like permanence and after sales service has been appreciated. It is certified that the customer satisfaction concept is an unpredictable one in any kind of marketing but this study has attempt its best to reveal the same. REFERENCES 1. Rajendraprasad.K et.al (2012), A relative analysis on customers’ satisfaction of Microwave oven: study on select companies, Zenith International Journal of Multidisciplinary Research, Vol.2 Issue 2, February 2012, ISSN 2231 5780. 2. Ms.S.Santhini et. al.(2012) A Study on Customers Satisfaction towards Selective Sony Products with Special Reference to Coimbatore City, IOSR Journal of Business and Management (IOSRJBM) e-ISSN: 2278-487X, p-ISSN: 2319-7668. Volume 9, Issue 5 (Mar. - Apr. 2013), PP 28-32. 3. http://www.esomar.org/ 4. http://faculty.ksu.edu.sa/73944/DocLib/Customer%20satisfaction.PDF 5. http://epubl.ltu.se/1653-0187/2006/58/LTU-PB-EX-0658-SE.pdf 6. http://bear.warrington.ufl.edu/centers/mks/articles/CustomerSatisfaction.pdf 7. Philip Kotler, Marketing Management, 2011. 8. C.R. Kothari, Research Methodology, 2010. VOL. 1, ISSUE 9 (September 2014) 10 Online ISSN 2347-7563