CONSUMERS SATISFACTION WITH

SPECIAL REFERENCE
TO
LG ELECTRONICS INDIA LTD

Submitted By
CH SHIVA KUMAR
HT.NO:-098-06-122
ST.PAULS PG COLLEGE
Project submitted in partial fulfillment for the award
of the degree of

MASTER OF BUSINESS ADMINISTRATION

By
Osmania University, Hyderabad
2006-2008

ANNEXURE I
DECLARATION

I hereby declare that this Project Report titled CONSUMERS

SATISFACTION WITH SPECIAL REFERENCE TO LG

ELECTRONICS INDIA LTD submitted by me to the Department of
Business Management, O.U., Hyderabad, is a bonafide work undertaken by
me and it is not submitted to any other University or Institution for the
award of any degree diploma/ certificate or published any time before.

Name and Address of the Student

CH.SHIVAKUMAR
Plot no:107,Old vt colony
Nalgonda

Signature of the Student

Abstract

A company used highly successful marketing strategy to make available to customers

such products and services features that mark them as different from the rest. LG
strategy includes developing non-traditional channels of selling even while it continues
to strengthen it retail sales net work.

The main aim of the project is to know customer behavior LG color television, and the
factors that are influencing in purchasing color televisions. And to know the satisfaction
levels of the customers regarding its various features.

The methods are interviewing the customers of LG color television.

ACKNOWLEDGEMENT

I express my sincere gratitude to the Branch Manager of LG ELECTRONICS INDIA

LTD, Mr. P.VINOD who gave the opportunity to do the project in their esteemed
organization.

I convey my gratitude to Mrs.Uma Rani (Associate Professor) for her valuable

guidance and encouragement and constructive suggestions throughout the project work.

Lastly I would like to thank every person who has been associated with the project and to
my friends.

(CHITHALURI SHIVAKUMAR)

Table of Contents

Page Nos

Introduction
Objectives
Methodology
Review of literature

1
2

Introduction

The Company
History
Products

13
20

Data Analysis

31

Conclusions

64

Suggestions

65

Limitations

66

Bibliography

67

Appendices

68

OBJECTIVES OF THE STUDY

The study is undertaken to analyze the customer perception of the LGEIL (LG
Electronics India Limited ) with respect to Television.

To know the customer behavior of LG Colour Television.

To know the most influencing factors in decision making to purchase a CTVs

To ascertain the customers level of satisfaction with the product of LGEIL

To know the problems faced by the customer from the LG Colour Television.

To know the customer satisfaction with the sound system of LG Colour

Televisions.

METHODOLOGY
Proper study is undertaken with the help of the primary data and secondary data
collected from people who having a colour Television and related companies dealers
and sales offices.

PRIMARY DATA:
Primary data is an evolution data, which do not exist prior to initiating an
evolution study.
The scheduled questionnaire was administered to a sample of 105200 people who
are having colour Televisions and their responses have been collected personally for
analyzing the customer satisfaction of LGEIL Colour Televisions cities and villages.

SECONDARY DATA:
Secondary data is the data maintained by and organized for use in its normal source
or operation and which can be used for evaluate purposes.
The data such as address of consumers who has purchased the colour Television
and other data from dealers of the brands.
For analyzing the classification and tabulation were used. And graphs were also
used.

Review of literature

INTRODUCTION:

Established in 1997, LG Electronics India Pvt. Ltd., is a wholly owned subsidiary

of LG Electronics, South Korea. In India for a decade now, LG is the market
leader in consumer durables and recognized as a leading technology innovator in
the information technology and mobile communications business . LG is the
acknowledged trendsetter for the consumer durable industry in India with the
fastest ever nationwide reach, latest global technology and product innovation.

One of the most formidable brands, LGEIL has an impressive portfolio of

Consumer Electronics, Home Appliances, GSM mobile phones and IT products.

LG Electronics India Pvt. Ltd., a wholly owned subsidiary of LG Electronics,

South Korea was established in January, 1997 after clearance from the Foreign
Investment Promotion Board (FIPB).

The trend of beating industry norms started with the fastest ever-nationwide
launch by LG in a period of 4 and 1/2 months with the commencement of
operations in May 1997. LG set up a state-of-the art manufacturing facility at
Greater Noida, near Delhi, in 1998, with an investment of Rs 500 Crores. This

facility manufactured Colour Televisions, Washing Machines, Air-Conditioners

and Microwave Ovens. During the year 2001, LG also commenced the home
production for its eco-friendly Refrigerators and established its assembly line for
its PC Monitors at its Greater Noida manufacturing unit.The beginning of 2003
saw the roll out of the first locally manufactured Direct Cool Refrigerator from
the plant at Greater Noida.

In 2004, LGEIL also up its second Greenfield manufacturing unit in Pune,

Maharashtra that commences operations in October 2004. Covering over 50 acres,
the facility manufactures LCD TV, GSM Phones, Color Televisions, Air
Conditioners, Refrigerators, Microwave Ovens Color Monitors.

Both the Indian manufacturing units has been designed with the latest
technologies at par with international standards at South Korea and are one of the
most Eco-friendly units amongst all LG manufacturing plants in the world.

LG has been able to craft out in ten years, a premium brand positioning in the
Indian market and is today the most preferred brand in the segment.

The projects deal with the consumer satisfaction. The survey is conducted to
know the satisfaction of the consumers who is having a Television of LG and
other competitive brands

TELEVISONS:

A television is the product produced by the different companies. It is used to entertain

us. And we can know more information. News and much more information by the news
channels. There are so many models available in the LG Company.

PLASMA TELEVISION

LCD TELEVISION

MARQUIS PLUS

SOUND MASTER

GOLDEN EYE

The companies, which products televisions, they are

LG

BPL

ONIDA

SAMSUNG

THOSHIBA

OTHERS

This project is done in regarding to the LG Colour television.

PRODUCTS RANGE AND MARKET SHARE

COLOUR TV:
As per ASCON (Association council of confederation of Indian industry), 100
out of 125 industries surveyed posted moderate growth rate to high growth rate
during FY 2001, while the consumer durable industry registered over 20%
growth.

The sales of CTV from 1988 to 1999has increased from 1.3mn units to 4.4mn
units and the market share of LG CTV in comparing with other brands is 11%
(FY 2000).

When first launched in India, did not get enthusiastic response. Because its not
Indian industry. Basically Korean industry in Korea But after one year sales is
increased and also best competitor to the market. In this LG co products to
introducer mainly electronic goods. In that special brand is CTV. In this
company CTV is very good features and also very good clarity, sound and so
on.

REFRIGFERATOR:
As per ASCON (Association council of confederation of Indian industry), the
refrigerator production showed a 55 YOY while the exports during the said
period grew by 10% YOY.

The market share of LG refrigerators in comparing with other companies is 7%

(FY2001).

WASHING MACHINES:

As per ASCON (Association council of confederation of Indian industry), the

washing machine production for FY01 increased buy 2.5 while sales rose by
2%. The washing machine market consists of two broad segments-semis
automatic and fully automatic.

The market share of LG washing machines in comparing with other companies

is 10 %( 1999).

MICROWOVENS:
The microwave oven market is in nascent stage of development in

the

country. However with consumers in the past few months. And in consonance
with the demand supply theory. Prices have come down demand however, is

likely to remain confined to the urban segment of the population with the
phenomenon of nuclear families becoming a reality and with women moving
out of their households in order to augment their family income, a microwave
comes in handy to share the burden of household chores.

In terms of volumes, the market has grown to 11000 units in 2001 and is
expected grow to 150000 units in the current year. Sales have shown robust
growth in the past two years with and estimated 29 percent spurt in sales
recorded in 2001. The microwave market is likely to grow to 150000 units in
the year 2002, out of total sales only 70 percent are slated or domestic
consumption.

LG CO. Sales and market share compare to others

COMPANY

SALES UNITS

MARKET SHARE
LG

23000

20.9%

BPL

21000

19.9&

ONIDA

20000

18.2%

SAMSUNG

20000

18.2%

AKAI

10000

9.1%

OTHERS

16000

14.5%

It has planed to gold KG health waves scholarship in collaboration with Delhi pusa
institute of hotel management. it will award a scholarship or Rs. 25000/- to deserving
students. The company has introduced multi lingual cookery programs in VCDS that
will be available Hindi, MARATHI, BENGALI, GUJRATI, TAMIL, KANNADA,
MALAYALA, and TELUGU.

SALES AND MARKET SHARE:

LG achieved CTV growth of 38 percent in the CTV segment for the year 2001
and has emerged amongst the top three CTV brands in the industry. It has
enhanced its market share in the CTV category from 8 percent last year to 10
percent in the current year.

In the air conditioner segment, LG is the market leader with 30 percent share in
the market. The company recorded a growth of 110 percent for the year.

LG is also the marked leader in the Microwave category, cocking a growth of

114 percent for the said period

In the frost free Refrigerator segment LG recorded a growth of 57 percent over

the last year while ion fully automatic washing machine segment, LG recorded
a growth of 72 percent.

While the consumer electronics and home appliances industry growth rate has
been approximately 8-10 percent in 2001.
phenomenal 80 percent.

LG electron has grown by a

COMPANY PROFILE

HISTORY

LG Electronics India Pvt. Ltd., a wholly owned subsidiary of LG Electronics, South

Korea was established in January 1997 after clearance from the Foreign Investment
promotion Board 9FIPB). The tried of beating industry norms start4ed with the fastest
ever-nationwide launch buy LG in a period of 4 and by months with the
commencement of operations in may 1997. LG set up a state-of-the art manufacturing
facility at Greater Noida, near Delhi, in 1998, with an investment of Rs 500 Cores.
This facility manufactured colour Televisions, Washing Machines. Air-conditioners
and Microwave ovens. During the year 2001, LG also commenced the

Home production for its eco-friendly Refrigerators and established its assembly line
for its PC Monitors at its Greater Noida manufacturing unit. The beginning of 2003
will see roll out of the first locally manufactured Direct Cool Refrigerator from the
plant at Greater Noida.

The greater Noida manufacturing unit line has been designed with the latest
technology at par with international standards at Korea and is one of the most Ecofriendly units amongst all LG manufacturing plants in the world.

LG has been able to craft out in five years, a premium brand positioning in the Indian
market and is today the most preferred brand in the segment

Various studies have shown that the consumer is well informed on the health
awareness front. LG was one if the first companies who recognized the emerging
change in consumer needs to differentiate their products on the basis of technology
which appealed to the consumer on the basis of health benefits. Its vision was to
become a Health partner for its consumer worldwide and therefore formulated its
corporate philosophy to make people lives better, conveniented and healthier.

The CTV range offered by LG has Golden eye technology; which senses the light
levels in the room and adjusts the picture to make it more comfortable for the eyes.
The entire range of LG air-conditioners have Health Air System, which preserve the
nutrition in food and washing machines have Fabric are System, which takes the
health factor down to ones clothes. All the products offered by the company have
unique technologies, developed by its R&D d4epartments that give customers a
healthier environment to live-in.

The year 2001 witnessed LG becoming the fastest growing company in the consumer
electronics, home appliances and computer peripherals industry. The company had till
the month of October 2001 achieved a cumulativ4e turnover of Rs 5000 Crores in
India since its inception in 1997, making it the fastest ever Rs 5000 Crores clocked by

any company in the Indian consumer electronics and appliances industry. Having
achieved this milestone, LG achieved another benchmark with the first ever sales of
One Lakh ACs (Windows and splits in a calendar year. LG is poised to surpass its
turnover target of Rs 2700 Crores this year and clock a turnover of Rs 3000 Crores.

This year, LG has emerged as the leader in Colour Televisions having set the sales
target of one million units of color Television for 2002; LG has already achieved the
one million mark in the month ahead of its target.

LG Electronics India is the fastest growing company in the consumer electronics,

home appliances and computer peripherals industry today. LG Electronics is
continually providing superior technology products & value for money to over 50 lakh
households in India.

LGEIL NO1 HOME ELECTRONICS IN INDIA

Armed with fully localized marketing activities and had been operated for only 3 years.
LG surpassed all local. Well known Foreign brands as SONY and succeed ed in securing
leading positioning the market holding to the top market 5 share in four products such as
Refrigerators (37%), large volume washing machines (35%), hone air Conditioners

(35%), golden eye model color televisions (45%) and Has recorded us $ 228 million in
local sales. An ordinary profit of US
$ 13 million.

LGEIL has also announced an accelerated thrust on IT line of Products for the year,
including monitors in India and note bookcase, LCD TV monitors and finger print
monitors etc. sales Contribution from IT line is expected to get doubled from current
10%To 20%.

FINANCIAL PERFORMANCE:

LG electronics achieved turnover of 19.03 billion for the year 2000 against
Rs.10.56 billion in the fiscal year of 1999. The company has also outlined an initial
target turnover of Rs 25 billion for 2001. The company has achieved a profit before tax
of Rs 750 million, up from Rs 570 million last year.

IT INITIATIVES FOR 2003:

LG electronics has achieve its targeted turnover of Rs 2 billion from its IT range of
products in 2000 and Rs 5 billion in 2001.

Compared to an industry LGAR of 45%, LG has a growth of 100% over last year. It
may increase its market share in the PC monitor segment from 24% in 2000 to 31% in
2001.

% CONTRIBUTION BY PRODUCT CATEGORY TO TOTAL TURNOVER:

PRODUCT

2001

2002

2003

2004

2005

2006

2007

CATEGORY
Consumer

40%

38%

37%

39%

40%

42%

39%

electronics
Home appliances
IT port folio

40%
20%

39%
25%

35%
30%

42%
20%

39%
30%

42%
40%

44%
45%

GLOBALISATION:
70% of its total revenues are from overseas. 54 subsidiaries carry out manufacturing.
Sales and marketing, R&D, customers servicing in key geographical sites all over the
world.

CREATING VALUE FOR THE CUSTOMERS

Our purpose is to create value for the customers in everything we do. In doing so,
LGEIL will naturally innovate and develop the products and services to meet our goals
of providing the outmost value for the customers.

CREATING VALUE FOR THE PEOPLE

LGEIL extends a warm hand to contribute to the world community to touch the hearts
of the customers, friends, shareholders employess, partner and subsidiaries at home and
abroad. We create value and help people realize their dreams of a better life.

LGEIL-STATUS
Started in 1997
Factory Established in APRIL, 1998

GROWTH
1997: Rs 125 crores
1998: Rs 485 crores
1999: Rs 1056 crores
2000: Rs 1903 crores
2001: Rs 3000 crores
2002: Rs 4500 crores
2003: Rs 6500 crores
2004: Rs 7500 crores
2005: Rs 8300 crores

2006: Rs 8326 crores

2007: Rs 9012 crores

ORGANIZATION CHART:
LG electronics managing director-Mr. K.R. KIM (kwang-ro Kim)
Rajiv karwal-vice president (sales and marketing

Mr. Ajay kapil has spent 7 years with gold star in several companies in marketing and
sales division. He was also a prominent member of the LG-birla joint venture

The LG electronics man of the year 1999, Ajay kapila. 36, has been with LGEIL since
its inception in 1997. He was an integral part in the development of the strategy
framework for LG electronics in India even before the company received its FIPB
approval. He began with lags the deputy general manager-sales and with in a very short
time. He moved on from being a sales manager to the vice president. Mr. kapila bring
with him 14 years of rich experience of which he has spent 10 years with the consumer
electronics and home appliances industry.

Mr. yasho.v.verma- (voice president-HR)

Ganesh mahalingam- GM (marketing)

In his role at LG electronics India, mahalingam oversees all aspects of LGs

marketing and efforts in India. He is responsible for the planning and development of
the marketing and promotion strategy for LGEIL across all product categories. He
brings with him extensive knowledge on communication management, product
management and direct marketing from his rich and varied experience of 19 years
across

consumer

Mr.

Pradeep

durable

FMCG,

Tognatta-

IT
VP

and
(sales

the

service

industries.

and

marketing)

Arindam Bose, Head-IT.

PRODUCT PROFILE

LG EIL PRODUCTS
Colour television constitutes the core of the LGEIL product portfolio in India/ The
company drops to gain more than 20.9% market share in India in colour television.

AUDIO VIDEO

The LG India product portfolio comprises of audio video and white good products.
The audio video range comprises of colour televisions audio systems and video cd.

LG has different range of varieties in colour television. The vision plus se4ries
represent the break through in technology achieved by LG on home theater on the

individual room for CTVS. And also provided by this company 14, 21, 29 colour
televisions are produced. And best competitor in the in the market place. And also 21
colour television give a 22 viewing experience while a 29 colour television give a
30 viewing experience.

MARKETING STRATEGIES

To achieve the desired target, the companies have formulated various marketing
strategies to meet their specific targets. Each player may have a unique set of strengths
and weaknesses. The company will have to check different marketing strategies based
on a systemic study of the underlying opportunities in the light of exiting strengths and
barriers.

While some have concentrated on the price cutting brand building, some have looked
at improving distribution, Quality, perception, product competitiveness etc., LG
electronics rightly understood the consumer motivation to create magnetic products,
price them strategically position them sharply and keep making the magnetism more
potent. Having understood the finer differences in consumer motivations it opted for
sharp arrow reasons to buy differentiation over the blanket- all approach taken by
most of the other players LGs strategy is to make their dealers its partners. The
company believes that its future lies in e-commerce the objective is to have at least one
million hits on their website in 2000 and develop 4000 internet dealers in FY2002 in

additions to the exiting 3000 dealers nationwide. LG is the first company to offer
consumers electronics on its Webster; LG offers attractive online financing options.
The companys AD spent has increased from Rs. 240mn (FY1997) to Rs.700mn year
(FY2002) and this year Rs. 800mn (FY2003). The companies to extend their reach.

RURAL MARKETING STRATEGIES

LG India has also been taking a slew of initiatives as a part of Corporate Social
Responsibility. LGEIL is proud to have adopted about 24 villages around our Greater
Noida facility. LG extends Free Medical Care, which comprises of free check ups and a
free distribution on of medicines on a daily basis. LGEIL is also generating selfemployment opportunities for the people in the form of tailoring, knitting etc. in
addition to all this, LG also sends veterinary doctors regularly to these villages. Besides
all this, LG India is one of the very few companies in the country that has an internal
Energy, Environment, Safety and Health Department. This function caters to activities
like Energy Conservation, Environmental Issues, Work Place Fire and Safety as well as
Occupational Health for the benefit of the employees.

BUSINESS STRATEGY:
MARKETING:
Marketing strategies are largely shaped by number of factors that include:

Penetration levels of products

Position of market share of company

Competitors strategies

Changes in the consumer buying behavior

Changes in consum4er perceived needs

Changes in technology

A company used and highly successful marketing strategy is to make available to

consumers such products and services features that mark them as different from the
rest. LG strategy includes developing non-traditional channels of selling even while it
continues to strength then it retail sales net work.

LG plans for F.y 01 are :

The year 2001 witnessed LG becoming the fastest growing company in the consumer
electronics, home appliances and computer peripherals industry. The company had till
the month of October 2001 achieved a cumulative turnover of Rs 5000 Crores in India
since its inception in 1997, making it the fastest ever Rs5000 Crores clocked by any
company in the Indian consumer electronics and home appliances industry. Having
achieved this milestone, LG achieved another benchmark with the first ever sales of
One Lakh ACs (Windows and Splits) in a calendar year

LGs: Sport marketing and advertising

LG spiced out three new contests to create world cup excitement. In an initive aimed at
enhancing the consumer involvement with the brand LG during the world cup 2003 LG
electronics India pvt ltd.

In April. LG was the official supplier of consumer electronics and home appliances,
CD-ROMs handheld PCs and monitors for the world cup 2003, and ICC
championship trophy is also sponsored by LG. it also sponsored the recent ICC world
2003 in south Africa. And also recent India and Pakistan cricket matches also sponsored
by in this company.

2. Customers services:

LG electronics has decided to give a strong push to strengthening it service

network. It intends to increase the number of service points from 65 to 100. a string of
consumer promos like free service weeks. Annual maintenance plan, locality programs,
special offers to previous buyers and honeymoon packages for newly wedded couples
are in the pipeline.

3.PRICING:

With prices touching an all time low in FY 2002 and with new capacities coming up the
trend is expected to continue penetration pricing has been adopted by LG.The strategy
is to keep entry-level prices in order to actove demand.

DISTRIBUTION:

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

COLOUR TELEVISONS:
Models

Description
LCD TV, 23 inch, HDTV Television,
Resolution: 1366 x 768 pixels,

LG 23LS7D

Brightness: 450 cd/m

LCD TV, 26 inch, HDTV Television,
Resolution: 1366 x 768 pixels,

LG 26LC7DC

Brightness: 500 cd/m

LCD TV, 32 inch, HDTV Television,
Resolution: 1366 x 768 pixels,

LG 32LC7DC

Brightness: 500 cd/m

LCD TV, 37 inch, HDTV Television,
Resolution: 1366 x 768 pixels,

LG 37LC7D

Brightness: 500 cd/m

LCD TV, 42 inch, HDTV Television,
Resolution: 1366 x 768 pixels,

LG 42LC7D

Brightness: 450 cd/m

LCD TV, 47 inch, HDTV Television,
Resolution: 1920 x 1080 pixels,

LG 47LC7DF

Brightness: 500 cd/m

PLASMA MODEL TELEVISIONS

Plasma TV, 26 inch, HDTV Television,

Resolution: 1366 x 768 pixels, Brightness:
LG 26PC7DC

500 cd/m

Plasma TV, 32 inch, HDTV Television,

Resolution: 1366 x 768 pixels, Brightness:
LG 32PC7D

500 cd/m
Plasma TV, 50 inch, HDTV Television,
Resolution: 1366 x 768 pixels, Brightness:

LG 50PC5D

1500 cd/m

Plasma TV, 47 inch, HDTV-Ready

Television, Resolution: 1024 x 768 pixels,
LG 47PC5D

Brightness: 1500 cd/m

Plasma TV, 60 inch, HDTV Television,

Resolution: 1920 x 1080 pixels, Brightness:
LG 60PY3D

1000 cd/m,

Plasma TV, 42 inch, HDTV Television,

Resolution: 1024 x 768 pixels, Brightness:
LG 42PC5DC

1500 cd/m,

PLASMA MODEL TELEVISION

MODEL NO.
71PY10
RT-60PY10
50-PX4R

DESCRIPTIO
LARGEST
HD READY
X-STUDIO

ANALYSIS AND
INTERPRETATION

1. When asked about various brands of colour televisions that are in their mind the
replied in the following way. The results were given in the following table.

TABLE # 1
BRANDS
LG

RESPONDENTS
60

PERCENTAGE
56.66

BPL

14

13.33

SAMSUNG

19

18.33

ONIDA

11

10.33

OTHERS

1.66

105

100.00

INTERPRETATION:
It can be inferred from the above table that 56.66 percent respondent recall LG colour
televisions when asked to recall various brands of televisions. This is followed by
Samsung with 18.33% percent and BPL with 13.33 and it is followed by onida
With 10 percent and others with 1.66 percent.

GRAPH SHOWING VARIOUS BRAND PERFORMANCE

BY THE RESPONENTS

2. when they were asked about do you like mostly like product in the LG company
products in the given table;

TABLE # 2
PRODUCTS
TV

RESPONDENT
60

PERCENTAGE
66.6

REFRIGIRATOR

25

27.7

WASHING MACHINE

4.4

1.3

90

100.00

OVEN

INTERPRETATION;

We can conclude from the above the table that out of 60 represents 66.6 percent of
people likes TV;S and followed by refrigerator is 27.7 percent, washing machines are
4.4 percent and ovens are used 1.3 percent people.

GRAPH SHOWING VARIOUS BRAND PERFORMANCE

BY THE RESPONCENTS

3. When they were asked about opinion on price of LG colour televisions. the
respondents are given in that opinion following table

TABLE # 3

OPENIONS
Very high

RESPONDENTS
6

PERCENTAGE
10.00

High

10

16.00

No difference

27

45.00

Low

17

28.33

60

100.00

INTERPRETATION:
The above table shows the opinion on price in that way many of the respondents (45%)
are told that no difference to other company televisions. And next followed by low
price (28.33) to compare to other company colour televisions.

GRAPH GIVING VARIOUS PRODUCTS OWNED BY THE

RESPONDENTS

TABLE # 4
4. Factors to the survey the purchase of LG colour television set below table

Reasons
Model

Respondents
14

percentage
23.33

Price

12

20.00

Publicity

11.66

Features

27
60

45.00
100.00

INTERPRETATION;
According to the survey the main factor influencing to purchase of LG colour
television. And followed by model is 23.33 percentage, price is 20.00 percentage and
after that follows publicity is 11.33% as follows.

THE GRAPH SHOWING RESPONDENTS OPINION ON

PRICE BASIS

TABLE # 5
5. When asked to opinion of the respondents to who is influenced to purchase this
brand given below table?

OPINION ON
Dealers

RESPONDENTS
12

PERCENTAGE
20.00

Friends

11.66

Relationships

10.00

Self interst

35
60

58.33
100.00

INTERPRETATION:
Those consumers who purchased LG CTVs suggested that are self interest are 58.33
percent and then those consumers who are known as suggested by dealers are 20.00
percent and followed by friends and relations.

WHOINFLUENCED YOU TO PURCHASE THE LG

COLOUR TV

TABLE # 6
When they were asked about the purpose in this LG ctv going below

Opinion on
Entertainment

Respondents
48

percentage
80.00

Education

5.00

Sports

15.00

Others

0
60

0.00
100.00

INTERPRETATION;

When they asked to the consumers to sell about opinions on the selecting only in this
brand. That are declared to many of the consumers are told that entertainment (80%) to
use. and follows sports (15%). Education (5%).

THE GRAPH SHOWING RESPONDENTS OPINION ON

PRICE BASIS

TABLE #7
How is LG colour television clarity and sound system compared to other. The followed
data is declared;

Opinions
Very good

Respondents
19

percentage
31.66

Good
Not so good

36`

60.00

8.33

60

100.00

INTERPRETATION:
After purchase to the LG CTV opinions on also sound system to asked that compare to
other. The consumer are said above table is displayed. And many of the consumers are
good (60%). And following 31.66% members are told that system is very good (60%).
And following 31.66% members are told that system is very good. Some members are
not so good (8.33%)

FOLLOWING GRAPH SHOWING INFORMATION OF

OPINION ON CLARITY AND SOUND SYSTEM

TABLE # 8

8. What is the reason for choosing particularly of the brand? As follows

REASON
Quality

RESPONDENTS
12

PERCENTAGE
20.00

Price

12

20.00

Features

36

60.00

others

0
60

0.00
100.00

INTERPRETATION:
The above table displayed on particularly in this brand select as on many of the
consumers are tell about features is 60%. Quality. Price as 20% as on.

FOLLOWING GRAPH SHOWING INFORMATION

ON QUALITY PRICE FEATURE AND OTHERS

TABLE #9
Which particular media do you think is effectively spreading the television market;
as following table is display?

OPINIONS
Electronics

RESPONDENTS
26

PERCENTAGE
43.33

Print media

22

36.33

13.33

4
60

6.66
100.00

Sales persons
dealers

INTERPRETATION;
The above table displays many of the consumers are said to use electronic media is
43.33%. And after print media is 36.66, after that used sales person and dealers.

FOLLOWING GRAPH SHOWING INFORMATION OF

OPINIONS RESPONDENTS AND PERCENTAGE

TABLE #10

They were asked to say that when face any problem with the product. Whom do they
contact the following results were drawn.

OPINION ON
Dealers

RESPONDENTS
25

Service centers

38
60

PERCENTAGE
36.66
63.33
100.00

INTERPRETATION;

By seeing the above table we can conclude that 36.66 percent of the people have meet
dealers when they faced problems with the product and 63.33 percent of people have
meet service centers when they faced problems.

IF YOU FACED ANY PROBLEMS WHOM DO YOU

CONTACT

TABLE # 11

When collected the opinion to the consumers to ask how do you state in this LG colour
television set. As following below table

REASONS
Technically superior
Reliable

RESPONDENTS
34

PERCENTAGE
56.66

13.33

18
60

30.00
100.00

Value of money

INTERPRETATION;

By absorving the data collected from the 60 consumers of LG colour televisions

owners , we are coming to know that 56.66 percent of the consumers said technically
superior and remain consumers are value of money of money is 30% and reliable is
13.33 percent consumers.

STATEMENT ON LG COLOUR TELEVISION

TABLE # 12
Recommendation of LG colour televisions to others; as follows;

OPINIONS
YES
NO

RESPONDENTS
48
12
60

PERCENTAGE
80.00
20.00
100.00

INTERPRETATION;
Survey reports reveals that 80% of consumers are recommending motivating to buy
LG CTV. In addition 20% consumers are not recommending to others.

GRAPH
RECOMONDATION OF LG COLOUR TELEVISION TO
OTHERS:

TABLE # 13
When they were asked that they are satisfied with the finance option provided by KG
towards the television the following drawn and tabulated below.

OPINION
YES
NO

RESPONDENTS
21
39
60

PERCENTAGE
35.00
65.00
100.00

INTERPRETATION;

By the above table we can conclude that 35.00 percent of people have satisfied with
financial options provided for the colour television and 65 percent of people have not
satisfied with financial options provided for the colour television.

GRAPH
FINANCE SERVICES PROVIDED AT BELOW LEVEL

TABLE # 14

When they were asked to the satisfaction on the warranty period of in this product in
the company. As follows

OPINION
YES

RESPONDENTS
20

PERCENTAGE
33.33

NO

40
60

66.66
100.00

INTERPRETATION:

According to the survey reports, the satisfied consumers by warranty period are 33.33
percent and UN satisfied consumers by the warranty period is 66.66 percent.

THE BELOW GRAPH SHOWING WARANTY PERIOD

GIVEN BY THE COMPANY

TABLE # 15

When were asked to the opinions on the models on this company colour televisions.
They results as follows;

OPINIONS

RESPONDENTS

PERCENTAGE

Good models

51

85.00

Average models

9
60

15.00
100.00

INTERPRETATION;
The above tables displayed on on the models on the LG colour televisions are most of
the consumers are told that is 85% of consumers are good models and another 15%
consumers said average models.

GRAPH
CUSTOMERS OPINIONS ON LG COLOUR TELEVISION
MODELS

TABLE # 16
When they were asked about the satisfaction about the satisfaction level by the product
that they owned. The results were given in below table;

LEVEL OF

RESPONDENTS

PERCENTAGE

SATISFACTION
Very much satisfied

36

60.00

Satisfied

14

23.33

Not satisfied

10

16.66

60

100.00

INTERPRETATION;

From the above table we can inferred that 60.00 percent of respondents are very much
satisfied with the model they owed and 23.33 percent of the people are satisfied by the
product and 16.66 percent of people are not satisfied by the owned product

GRAPH SHOWING THE FEELING OF

RESPONDENTS TOWARDS LG COLOUR
TELEVISOIN PERFORMANCE:

CONCLUSIONS AND
SUGGESTIONS

CONCLUSIONS

1.

Nearly half of the respondents are satisfied by the features

2.

85% of respondents are satisfied to the models in the LG colour televisions

3.

Many of the respondents are LG CTV;s recommended to other

4.

Most of the respondents are said to develop the dealerships and media.

5.

Many of the consumers said to increase the warranty time period

6.

Most of the respondents are said that develop the print media and also sales
persons.

SUGGESTIONS

1.

Adjust to the sound systems. (base is high)

2.

It is better to increase the warranty period.

3.

Develop the dealership qualities.

4.

And all electronic goods are produced.

5.

Mainly features are good except sound systems.

6.

To offer the coupons system and schemes are to be developed.

7.

Create a transmit to rural areas.

8.

They should improve after sales services in order to facilitate the customers.

LIMITATOINS OF THE STUDY

The sample survey was not universal due to time and cost constraints.

As the duration of the study was only 45 days it was not possible to
cover a large sample size.

Only in Rangareddy district (Hyderabad, secundrabad) selected for the

survey. This sample may not be considered as the true study of the
whole market.

Considering me as a representative of LG consumers did not disclose

the negative of LG consumers did not disclose the negative aspects of
the product.

BIBLOGRAPHY

David L. Loudon (2002) Consumer Behavior ( 4th edition), Tata McGraw-

Hill, New Delhi

Abert J. Della Bitta (2002) Consumer Behavior ( 4th edition), Tata

McGraw-Hill, New Delhi
Philip Kotler (2004) principles of marketing (10th edition),pearson
education pte.ltd, Delhi

Website: http:/www.lgindia.com

APPENDIX
QUESTIONNAIRE

Particulars about respondents

Name

Occupation

Address

Gender

1)When you think of colour television which brands come to your mind?
a) LG

b) BPL

c) SAMSUNG d) ONIDA d) OTHERS

2). Which product of LG do you like mostly?

a) TV

b) Refrigerator c) washing machine d) Oven

3). what is your opinion on price on price of LG TVs compared to Others.

a) Very high b) high

c) no difference d) low

4). who has infleenced to you to purchase LG CTV

a) Model b) price c) publicity d) self interst

5). who has influenced you to purchase that particular brand.

a) Dealers b) friends c) relationship d) self interst

6). what is the purpose of purchasing LG CTV

a) Entertainment b) education c) sports d) others

7). How is LG CTV; s clarity and sound compared to other.

a) Very good b) good

c) not so good

8). what is the reason for choosing particularly of this brand.

a) Quality

b) price c) features d) others

9). which particular media do you think is effectively spreading the

Television market
a) Electronic media b) print media c) sales persons d) dealers

10). If you faced any problems whom do you contact.

a) Technically superior b) reliable

c) value of money

11), do you recommend LG CTV to others

a) Yes b) no
12) Are you satisfied with the finance services provided?
a) Yes b) no

13)

Are you satisfied the warranty period provided by the company?

a) Yes b) no

14)

LG CTV models are

a) Good models

b) average models

15)

What do you want from the LG Co...?

a) Produced less price products
b) All electronic goods are to be produced
c) Develop the dealerships

16).

Are you satisfied with the performance of LG CTV

a) Very much satisfied

b) satisfied

c) not satisfied