57 57 samsung
TRANSCRIPT
A
PROJECT REPORT
ON
Study of Consumer Durable Market
For SAMSUNG ELECTRONICS LTD.
With Special reference to NASHIK district
A report submitted in the partial fulfillment of the requirements of the
MBA program of the University of Pune
By
Swapnil D. Panpatil
MBA - Marketing
2008-2010
PIREN’S Institute of Business Management
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And Administration
Loni – Bk.
Student Declaration
I hereby declare that this project report titled “The Study of Consumer Durable Market
with Special Reference to Nashik District” in SAMSUNG ELECTRONICS LTD. is executed as per
the course requirement for the post graduate program in management. I have not been
submitted by me or any other person to any other university or institution for degree or
diploma. It’s my own work.
Place:
Date:
Swapnil D. Panpatil.
MBA
(2008-2010)
2
ACKNOWLEDGEMENT
In this project I have made an honest and dedicated attempt to make the research
material as authentic as it could. And I earnestly hope that it provides useful and
workable information and knowledge to any person reading it.
During this small time frame of two months in which the project reached its completion,
there were a few people whom I would like to make a mention of and without whose help the
project would have never seen the light of the day.
I also thank to my internal guide Prof.Vinod Malkar for his timely response via e-mail,
which immensely helped in giving the project the initial direction it needed.
I would like to thank my external guide Mr.Santosh Keseri (Marketing Executive) who gave
me a free hand as far as going about the project work was concerned.
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I dedicate this project to the Dealer’s of Nashik district who were extremely kind and who
at times went out of the way to help me. Without their co-operation it would have perhaps not
been possible to research a few places, which I did, within the stipulated time frame.
Swapnil D. Panpatil
MBA (Marketing)
2008-2010
Preface
We look our training at SAMSUNG ELECTRONICS LTD. Nashik. During the training
was to get an overview of the Consumer Durable Market of Nashik district. It was a
firsthand experience to get exposed to the professional set-up and face the market, which
was really a great experience. Training period was a learning experience.
When business is involved, experiences counts a lot. experience are an instrument, which
leads towards success. Working with SAMSUNG ELECTRONICS LTD., has been a
pleasure
I take this opportunity to present the project report and sincerely hope that it will be as
much knowledge enhancing to the readers as it was to use during the fieldwork and the
compilation of the report.
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Sr.no. Contents Page no.
1. Introduction
2. Industry Profile
3. Company Profile
4. Product Profile
5. Objective of Study
6. Research Methodology
1.Primary data
2. Secondary data
3.Sampling
4. Scope of the study
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5.Limitations of the study
7. Theoretical Background of the study
8. Data Analysis
9. Findings
10 Recommendations
11 Conclusion
10. Bibliography
INTRODUCTION
Before the liberalization of the Indian economy, only a few companies like Kelvinator,
Godrej, Alwyn, and Voltas were the major players in the consumer durables market,
accounting for no less than 90% of the market. Then, after the liberalization, foreign
players like LG, Sony, Samsung, Whirlpool, Daewoo, and Aiwa came into the picture.
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Today, these players control the major share of the consumer durables market. Consumer
durables market is expected to grow at 10-15% in 2007-2008. It is growing very fast
because of rise in living standards, easy access to consumer finance, and wide range of
choice, as many foreign players were entering in the market with the increase in income
levels, easy availability of finance, increase in consumer awareness, and introduction of
new models, the demand for consumer durables has increased significantly. Products like
washing machines, air conditioners, microwave ovens, color televisions (C-TV) were no
longer considered luxury items. However, there were still very few players in categories
like vacuum cleaners, and dishwashers Consumer durables sector is characterized by the
emergence of MNCs, exchange offers, discounts, and intense competition. The market
share of MNCs in consumer durables sector is 65%. MNC's major target is the growing
middle class of India. MNCs offer superior technology to the Consumers whereas the
Indian companies compete on the basis of firm grasp of the local market, their well-
acknowledged brands, and hold over wide distribution network. However, the penetration
level of the consumer durables is still low in India.
Indian Consumer durables market used to be dominated by few domestic players like
Godrej, Voltas, Allwyn and Kelvinator. But post liberalization many foreign companies
have entered into Indian market dethroning the Indian players and dominating Indian
market the major categories being CTV, REFRIGRATOR, MICROWAVE OVEN and
WASHING MACHINES.
India being the second largest growing economy with huge consumer class has resulted
in consumer durables as the fastest growing industries in India. LG, SAMSUNG the two
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Korean companies have been maintaining the lead in the market with LG being leader in
almost all the categories.
The rural market is growing faster than the urban market, although the penetration level
is much lower .The CTV segment is expected to the largest contributing segment to the
overall growth of the industry. The rising income levels double-income families and
consumer awareness were the main growth drivers of the industries.
INDUSTRY PROFILE
The Consumer Durables industry consists of durable goods and appliances for domestic
use such as televisions, refrigerators, air conditioners and washing machines. Instruments
such as cell phones and kitchen appliances like microwave ovens were also included in
this category. The sector has been witnessing significant growth in recent years, helped
by several drivers such as the emerging retail boom, real estate and housing demand,
greater disposable income and an overall increase in the level of affluence of a significant
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section of the population. The industry is represented by major international and local
players such as BPL, Videocon, Voltas, Blue Star, MIRC Electronics, Titan, Whirlpool,
etc.
The consumer durables industry can be broadly classified into two segments: Consumer
Electronics and Consumer Appliances. Consumer Appliances can be further categorized
into Brown Goods and White Goods. The key product lines under each segment were as
follows.
Industry Size, Growth, Trends
The consumer durables market in India was estimated to be around US$ 5 billion in
2007-08. More than 7 million units of consumer durable appliances have been sold in the
year 2006-07 with colour televisions (CTV) forming the bulk of the sales with 30 per
cent share of volumes. CTV, refrigerators and Air-conditioners together constitute more
than 60 per cent of the sales in terms of the number of units sold.
In the refrigerators market, the frost-free category has grown by 8.3 per cent while direct
cool segment has grown by 9 per cent. Companies like LG, Whirlpool and Samsung have
registered double-digit growth in the direct cool refrigerator market.
In the case of washing machines, the semi-automatic category with a higher base and
fully-automatic categories have grown by 4 per cent to 526,000 units and by 8 per cent to
229,000 units, respectively. In the air-conditioners segment, the sales of window ACs
have grown by 32 per cent and that of split ACs by 97 per cent.
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Since the penetration in the urban areas for these products is already quite high, the
markets for both C-TV and refrigerators were shifting to the semi-urban and rural areas.
The growth across product categories in different segments is assessed in the following
sections.
Consumer Electronics
The CTV production was 15.10 million units in 2007-08 and is expected to grow by at
least 25 per cent. At the disaggregated level, conventional CTV volumes have been
falling while flat TVs have grown strongly. Market sources indicate that most CTV
majors have phased out conventional TVs and have been instead focusing more on flat
TVs. The flat segment of CTVs now account for over60 per cent of the total domestic TV
production and is likely to be around 65 per cent in 2007-08.High-end products such as
liquid crystal display (LCD)and plasma display CTV grew by 400 per cent and 150 per
Cent respectively in 2009–10 following a sharp decline in prices of these products and
this trend is expected to continue. The audio/video player market has seen significant
growth rates in the domestic market as prices have dropped. This trend is expected to
continue through 2009- 2010, as competition is likely to intensify to scale and capture the
mass market.
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COMPANY PROFILE
SAMSUNG – Introduction
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Our Vision
Samsung is guided by a singular vision: to lead the digital convergence movement.
We believe that through technology innovation today, we will find the solutions we need to
address the challenges of tomorrow. From technology comes opportunity for businesses to
grow, for citizens in emerging markets to prosper by tapping into the digital economy, and for
people to invent new possibilities.
It’s our aim to develop innovative technologies and efficient processes that create new markets,
enrich people’s lives and continue to make Samsung a trusted market leader
Our Mission
Everything we do at Samsung is guided by our mission: to be the best “digital-Company”.
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Samsung grew into a global corporation by facing challenges directly. In the years ahead, our
dedicated people will continue to embrace many challenges and come up with creative ideas to
develop products and services that lead in their markets. Their ingenuity will continue to chart
Samsung’s course as a profitable, responsible global corporation.
SAMSUNG HISTORY
2008 Named Yoon-Woo Lee as a Vice Chairman & CEO of Samsung Electronics
Launched OMNIA phone Completed establishing TV manufactory in Russia Kaluga Became the official sponsor of 2010 Guangzhou Asian Game Developed the world's first 2Gb 50 NANO Samsung takes No. 1 spot in U.S. cellphone market Opened Global Brand PR Centre ‘Samsung D'light'
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No.1 worldwide market share position for TVs achieved for the 9th quarter in a row
2007
No.1 worldwide market share position for TVs achieved for the seventh quarter in a row
Developed the world's first 30nm-class 64Gb NAND Flash™ memory
BlackJack bestowed the Best Smart Phone award at CTIA in the U.S.
Attained No.1 worldwide market share position for LCD for the sixth year in a row
2006 Developed the world's first real double-sided LCD Developed the worlds' first 50nm 1G DRAM Unveiled 10M pixel camera phone Launched "Stealth Vacuum," a vacuum cleaner with the world's
lowest level of noises Launched the worlds' first Blu-Ray Disc Player Developed 1.72"Super-Reflective LCD Screen
September, 2005 The India Retail Forum has awarded Samsung as the Best Retailer of the
year 2005 in the consumer Durables category. James Damian, SVP, Best Buy
and his team handed over the award to Mr. Ravinder Zutshi, Dy MD and
Samsung India at the India Retail award function held in Mumbai on 16th
September.
February 2005 Mr. S. H. Oh appointed as the President and Chief Executive Officer of
Samsung South West Asia.
November 2004 Samsung received the Golden Peacock Special commendation Certificate for
Corporate Social Responsibility (Private Sector) for the year 2004 from Mr.
Shivraj Patil, Union Home Minister.
February 2004 India made regional headquarters for Samsung Southwest Asia.
February 2004 Mr. K. S. Kim appointed as the First President and Chief Executive Officer of
Samsung South West Asia.
November 2003 Inaugurated Samsung's new, High-Tech, advanced Refrigerator facility.
August 2003 Commencement of production at refrigerator facility in Noida.
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June 2003 Merger of SIEL with SEIIT.Software technology park set up at Noida
December 2002 Construction commences for 5,000,000 refrigerator plant in Noida
October 2002 Samsung unveils new technology for Consumer Home Entertainment
(DNIe™)
June 1996 Foundation Stone laid for CTV Factory at Noida, Uttar Pradesh.
May 1996 Launch in South
Home Appliances Launch
December 1995 Samsung India Electronics (SIEL) products launched in India.
August 1995 Certificate for commencement of business received by Samsung
GROWING TO BE THE BEST
Samsung India aims to be the ‘Best Company’ in India by the Year 2006. ‘Best
Company’ in terms of both the internal workplace environment as well as the external
context in which the Company operates. Samsung aims to grow in India by contributing
to the Indian economy and making the lives of its consumers simpler, easier and richer
through its superior quality products.
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“Our aim is to gain technological leadership in the Indian marketplace even as our goal is
to earn the love and respect of more and more of our Indian consumers.” Mr. S.H. Oh,
President & CEO Samsung South-West Asia Regional Headquarters.
Samsung in India
Samsung India is the hub for Samsung’s South West Asia Regional operations. The
South West Asia Regional Headquarters looks after the Samsung business in Nepal, Sri
Lanka, Bangladesh, Maldives and Bhutan besides India. Samsung India, which
commenced its operations in India in December 1995, today enjoys a sales turnover of
over US$ 1Bn in just a decade of operations in the country.
Headquartered in New Delhi, Samsung India has a network of 19 Branch Offices located
all over the country. The Samsung manufacturing complex housing manufacturing
facilities for Colour Televisions, Colour Monitors,
Refrigerators and Washing Machines is located at Noida, near Delhi. Samsung ‘Made in
India’ products like Colour Televisions, Colour Monitors and Refrigerators were being
exported to Middle East, CIS and SAARC countries from its Noida manufacturing
complex. Samsung India currently employs over 1600 employees, with around 18% of its
employees working in Research & Development.
SAMSUNG GLOBAL
The DNA of Digital Innovation
Samsung Electronics is a global leader in semiconductors, telecommunications, digital
media and digital convergence technologies with 2004 parent company sales of
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US$55.2Bn and net income of US$10.3Bn. Employing approx. 113,000 people in over
90 offices in 48 countries, the company has of 5 main business units: Digital Appliance
Business, Digital Media Business, LCD Business, Semiconductor Business and
Telecommunication Network Business. Recognized as one of the fastest growing global
brands, Samsung Electronics Corporation is the world’s largest pro ducer of Colour
Monitors, Colour TVs, Memory Chips and TFT LCD’s.
Customized products for Indian Consumers
Samsung understands the local cultural sensibilities to customize its products according
to the Indian market. It has set up a “usability lab” at the Indian Institute of Technology
in New Delhi to customize Samsung products to meet the specific needs of Indian
consumers. This industry-institute partnership is helping Samsung to study and analyze
consumer response in aspects of product design, including aesthetics, ergonomics and
interface.
Through its research done on consumer preferences in India, Samsung has concluded
that Indian consumers want more sound oriented products. Thus, the Samsung televisions
for India have a higher sound capacity than their foreign counterparts.
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For the semi-automatic segment of Samsung washing machines, Samsung has
introduced for the first time in India a feature called Super Dry. It is present in three of
Samsung’s semi automatic models and dries the clothes better than the rest.
Samsung washing machines have an additional menu that takes care of the local Indian
wardrobes. They also have a ‘memory re-start’ that takes care of the frequent power
failures in India.
PRODUCT PROFILE
650 Series Full HD LC D TV
Developed using our unique Crystal Design with a hint of
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rose-red color accentuating a traditional piano-black
bezel frame, the 650 Series LCD TV features Auto Motion
Plus 120Hz, an Ultra Clear Panel, DNIe Pro and Wide
Color Enhancer Pro to provide perfect picture quality.
Wide Video MP3 Player (YP-P2)
Equipped with Bluetooth and a touch screen interface,
the YP-P2 lets consumers enjoy vivid videos on a 3-inch
wide LCD screen. Samsung’s proprietary DNSe 2.0
technology with EmoTure™ UI enhances the ultimate multimedia experience.
VRT Front Loading Washer
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Designed with Vibration Reduction TechnologyTM (VRT),
our washer dramatically reduces barrel vibration—even
at the highest speed. It also reduces energy and water
consumption to the world’s lowest levels. Further, we’ve
enhanced washing performance and eco-friendly performance
with a diamond-shaped embossing drum.
6-in-1 Steam Oven
Simple, yet stylish, our 6-in-1 steam oven combines all of
the features of a conventional oven with advanced steam
cooking technology to stimulate healthier eating.
Samsung’s versatile steam cooking solution adds a
steam function to the conventional oven, grill and microwave,
as well as dry heat and fermenting.
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Haptic Touch Screen Phones (SC H-W420/W4200)
Built with TouchWiz UI software, our Haptic model promises
a unique user experience, one that touches all of the
senses. The Samsung Haptic features one-touch access,
a widget for creating customized desktops and a G sensor
for automatic horizontal rotation of photos and videos.
It is designed for the innovative, ‘on-the-go’ user who
demands cutting-edge multimedia features, including a web browser.
Ultra-messaging BlackJack II (SG H-i617)
Microsoft’s Windows Mobile software-enabled HSDPA
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smart phone boasts a bigger screen than the BlackJack
I and includes a jog wheel. The phone also has cuttingedge
features such as a touch screen, Bluetooth, GPS and wireless LAN
OBJECTIVES OF THE PROJECT
To find number of brands of consumer durable in Nashik district.
To study brand preference of consumer for consumer durable goods..
To find most important parameter for selection of brand of Colour television,
Refrigerators, Washing machine, DVD, Microwave oven.
To study profit margin of major brands in consumer durable.
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Research Methodology
Research methodology is considered as the nerve of the project. Without a proper well-
organized research plan, it is impossible to complete the project and reach to any
conclusion. The project was based on the survey plan. The main objective of survey was
to collect appropriate data, which work as a base for drawing conclusion and getting
result.
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Therefore, research methodology is the way to systematically solve the research problem.
Research methodology not only talks of the methods but also logic behind the methods
used in the context of a research study and it explains why a particular method has been
used in the preference of the other methods
Research design
Research design is important primarily because of the increased complexity in the market
as well as marketing approaches available to the researchers. In fact, it is the key to the
evolution of successful marketing strategies and programmers. It is an important tool to
study buyer’s behavior, consumption pattern, brand loyalty, and focus market changes. A
research design specifies the methods and procedures for conducting a particular study.
According to Kerlinger, “Research Design is a plan, conceptual structure, and strategy of
investigation conceived as to obtain answers to research questions and to control
variance.
Research design specifies methods and procedures for study. In this study the company
was interested to know the demand of different consumer durable product, about
competitors, and potential for SAMSUNG procedures to be used for the study among
retailers/dealer and. However it was exclusively personal interview.
Data Collection:
This report was prepared after collecting data from the retailers/ dealers and past data was
arranged from the various studies conducted in last few years and various other records of
company.
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Primary Data:
These data were collected by personal interview with retailers/ dealer. For this purpose
questionnaires were prepared in such that all necessary data would be collected.
Secondary Data:
Information regarding the project, secondary data was also required. These data were
collected from various past studies and other sources of the company.
SAMPLING METHOD
Random Sampling method
SAMPLE SIZE
100 Dealers
Research tools:
Questionnaires
RESEARCH AREA
NASHIK DISTRICT-
Nashik city
CBS
Panchavati
Cidco
Nashik Road
Dindori Road
25
Canada Corner
Gangapur Road
MG Road
Deolali camp
Malegaon
Kalvan
Satana
Chandwad
Deola
Taharabad
Nampur
Lakhmapur
Wani
Yeola
Lasalgaon
Pimplegaon Baswant
Ojhar
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Manmad
Dindori
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Scope of the study
This project gives us great exposure to the consumer durable market because it includes
product knowledge and field survey job in which we visited the consumer durable stores
in Nashik district.
While visiting the shops we
1. Calculated the display share of the SAMSUNG product in shop.
2. Collected the data of actual monthly sale of the SAMSUNG product in few shop.
3 Found out the problems that the dealer were facing while selling the SAMSUNG
product.
4. Found out the customer response for SAMSUNG products by asking the owner of the
shop.
5. Checked whether demo calls were attended or not
Scope
1. In term of purchasing power parity (PPP), India is the 4th largest economy in the world
and overtake Japan in the near future become the 3rd largest.
2. Indian consumer durable market is expected to reach $450 billion by on 2010
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3. India has the youngest population amongst the major countries. There were lot of
people in the different income categories nearly the two third population is below the
age of 35 and nearly 50% is below 25.
4. There were 56 million people in middle class, who were earning us$4,400-US$21,800
a year. And there were 6 million rich household in India.
5. The upper-middle and high-income household in urban areas were expected to grew to
38.2 million in 2007 as against 14.6 million in 2000.
OPPORTUNITY
1. In India the penetration level of white goods is lower as compared to other
developing countries.
2. Unexploited rural market.
3. Rapid urbanization.
4. Increase in income level, i.e. increase in purchasing power of consumers.
5. Easy availability of finance.
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Threats
1. Higher import duties on row materials.
2. Cheap imports from Singapore, China and from other Asian countries.
LIMITATION OF STUDY
Although I tried my best in preparation of this project, but this study has some limitation:
1.The period of the project was not sufficient to study all the factors in deep.
2.Visiting various places for the study consumed a lot of time.
3.We cannot say that what the consumer have revealed will be right for each and every
situation because their perception is influenced by many factors.
4.Many consumer and dealers/retailers showed less interest in providing information and
haven’t cooperated.
5.Some of confidential information viz. credit period, schemes, policies and sales figure
were not disclosed by the competitors.
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Theoretical Background of the study
Scope of market research in view of modern global business.
Research methods provide you with the knowledge and skills you need to solve
the problems and meet the challenges of a fast-paced decision-making environment.
Business research courses are a recognition that students in business, not-for-profit, and
public organizations – in all functional areas – need training in the scientific method and
its application to decision making. Two factors stimulate an interest in more scientific
decision making: (1) the manager’s increased need for more and better information and
(2) the availability of improved techniques and tools to meet this need.
During the last two decades, we have witnessed dramatic changes in the business environment.
Emerging from a historically economic role, the business organization has evolved in response to
the social and political mandates of national public policy, explosive technology growth, and
continuing innovations in global communications. These changes have created new knowledge
needs for the manager. Other knowledge demands have arisen from problems with mergers,
trade policies, protected markets, technology transfers, and macroeconomic savings –
investment issues.
The trend toward complexity has increased the risks associated with business decisions, making
it more important to have a sound information base. Increased complexity means there are
more variables to consider. The competition is more vigorous, with many business downsizing to
make competitive gains. Workers, shareholders, customers, and the public are better informed
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and more sensitive to their self-interest. Government continues to show concern with all
aspects of society. Each of these factors demands that managers have more and better
information upon which to base decisions.
To do well in such an environment, you will need to be equipped with an understanding of
scientific methods and a means of incorporating them into decision making. You will need to
know how to identify good research and how to conduct it. This book addresses these needs.
As the complexity of the business environment has increased, there has been a commensurate,
increase in the number and power of the tools to conduct research. There is vastly more
knowledge in all fields of management. We have begun to build better theories. The computer
has given us a quantum leap in the ability to deal with problems. New techniques of quantitative
analysis take advantage of this power. Communication and measurement techniques have also
been enhanced. These trends reinforce each other and are having a massive impact on business
management.
sources of collection of primary and secondary data for market research.
ta sources may be classified as either internal (organizational) or external sources of
information.
Internal Sources
Internal sources of organizational data are so varied that it is difficult to provide generalizations
about their use. Accounting and management information systems create and store much of the
internal data. Research and development, planning, and marketing functions also contribute.
Examples are departmental reports, production summaries, financial and accounting reports,
and marketing and sales studies. The collection methods used are unique to the specific
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situation, and collection success depends on knowing just where and how to look. Sometimes
the information may exist in central files (i.e., at headquarters), in computer database, or in
departmental chronological files.
In other organizations, a central library keeps all relevant information. Systematic searches
should be made through exploratory interviews with everyone who handles the information.
Often company librarians, MIS. PR/communications, or departmental secretaries can help in
pinpointing critical data sources. Internal data sources may be the only source of information for
many studies.
External Sources
External sources are created outside the organization and are more varied than internal
sources. There are also better defined methods for finding them. This discussion is
restricted to published sources, although other sources of information may be useful.
Published sources of data can be classified into five categories. The newest and fastest growing
one is computerized database. They are composed of interrelated data files. The files are sets of
records grouped together for storage on some medium. Access may be through online search or
CD-ROM. Online databases are often specialized and focus on information about a particular
field.
Major source of published information consists of diverse materials from special collections.
Within this category there are many reference books, each a compendium of a range of
information. A second group includes university publications, of which there are master’s
theses, doctoral dissertations, and research records. A third group includes company
publications such as financial reports, company policy statements, speeches by prominent
executives, sales literature, product specifications, and many others. There are miscellaneous
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information sources consisting of the productions of various trade, professional and other
associations. These organizations often publish statistical compilation, research report, and
proceeding of meeting.
Data Analysis and Interpretation
Table No.1 Number of company’s product sold by dealers.
Sr. No. PRODUCT NO. OF RESPONDENTS
1 C-TV 86
2 C-TV & REFRIGERATOR 67
3 C-TV & REFRIGERATOR & WASHING MACHINE 56
4 ABOVE ALL 92
TOTAL 301
Source:- Survey
Graph No. 1
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020406080
100
NO. OF RESPONDENTS
NO. OF RESPONDENTS
INTERPRETATION:-
According to survey, 86 dealers were sold only C-TV, 67 dealers were sold C-TV and
REFRIGERATOR, 56 dealers were sold C-TV and REFRIGERATOR, WASHING MACHINE and 92
dealers were sold all product.
Table no. 2 shows no. of company’s product sold from dealer’s shop.
Sr. NO. NO. OF COMPANIES PRODUCT
NO. OF RESPONDENTS
1 FIVE 33
35
2 FOUR 24
3 THREE 9
4 TWO 34
TOTAL 100
Source:- Survey
Graph No. 2
FIVE FOUR THREE TWO0
5
10
15
20
25
30
35
40
NO. OF COMPANIES PRODUCT
NO. OF RESPONDENTS
INTERPRETATION-
According to survey, 33 dealers were sold 5 brands, 34 dealers were sold only 2 brands from
their shops.
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Table No.3 Shows Major brand of C-TV sold by dealers.
Sr. NO.BRAND
NO. OF RESPONDENTS PERCENTAGE
1 LG 39 39
2 VIDEOCON 23 23
3 SAMSUNG 18 18
4 SANSUI 11 11
5 ONIDA 9 9
TOTAL 100 100
Source:- Survey
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Graph No. :- 3
39%
23%18%
11%
9%
MAJOR BRAND OF COLOUR TELEVISION
LG VIDEOCON SAMSUNG SANSUI ONIDA
INTERPRETATION-
According to dealers, in Nashik district LG is leading in
C-TV with 39%, after that VIDEOCON is 2nd with 23% and then SAMSUNG is on 3rd with 18%.
Table No.4 Most important parameter for more sale of C-TV
Sr. NO. REASONS FOR MORE SALES
NO. OF RESPONDENTS
PERCENTAGE
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1 Price 28 28
2 Quality 30 30
3 Service 17 17
4 Advertisement 15 15
5 Schemes 10 10
TOTAL 100 100
Source:- Survey
Graph No.4
28%
30%17%
15%10%
NO. OF RESPONDENTS1 Price 2 Quality 3 Service 4 Advertisement 5 Schemes
INTERPRETATION-
According to dealers, Price is most important parameter for more sale of C-TV
and then Quality, Services, Advertisement and Schemes.
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Table No. 5 shows the major brands of REFRIGERATOR sold by dealers.
Sr. NO BRAND NO. OF RESPONDENTS PERCENTAGE
1 LG 22 22
2 VIDEOCON 13 13
3 SAMSUNG 9 9
4 GODREJ 12 12
5 WHIRLPOOL 19 19
6 KELVINATOR 16 16
7 KENSTAR 9 9
TOTAL 100 100
Source:- Survey
Graph No. 5
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22%
13%
9%
12%
19%
16%9%
MAJOR BRANDS OF REFRIGERATORS
LG VIDEOCON SAMSUNG GODREJWHIRLPOOL KELVINATOR KENSTAR
INTERPRETATION-
According to dealers, LG also leading in the REFRIGERATOR market in Nashik district with 22%,
After that Whirlpool and Kelvinator is following them.
Table No.6 shows most important parameter for more sale of REFRIGERATOR
Sr. NO. REASONS FOR MORE SALES
NO. OF RESPONDENTS
PERCENTAGE
1 Price 27 27
2 Quality 32 32
3 Service 19 19
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4 Advertisement 13 13
5 Schemes 9 9
TOTAL 100 100
Source:-Survey
Graph No. :- 6
27%
32%
19%
13% 9%
NO. OF RESPONDENTS1 Price 2 Quality 3 Service 4 Advertisement 5 Schemes
INTERPRETATION-
According to dealers, most important parameter for more sale of Refrigerator
is Quality and then Price, Services, Advertisement and Schemes.
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Table no.7 shows Major brands of Washing Machine sold by dealers.
Sr. NO. BRAND NO. OF RESPONDENTS PERCENTAGE
1 LG 18 18
2 VIDEOCON 11 11
3 SAMSUNG 15 15
4 IFB 7 7
5 WHIRLPOOL 21 21
6 GODREJ 9 9
7 KELVINATOR 10 10
8 KENSTAR 9 9
TOTAL 100 100
Source:- Survey
Graph No. :-7
43
MAJOR BRAND OF WASHING MACHINE
18%
11%
15%7%
21%
9%
10%9%
LGVIDEOCON
SAMSUNGIFBWHIRLPOOL
GODREJ
KELVINATORKENSTAR
INTERPRETATION-
According to dealers, LG is leading in Washing Machine market with 18%, after that VIDEOCON
and SAMSUNG is leading in Nashik district.
Table No.8 shows most important parameter for more sale of Washing Machine
Sr. NO. REASONS FOR MORE SALES
NO. OF RESPONDENTS
PERCENTAGE
1 Price 26 26
44
2 Quality 32 32
3 Service 24 24
4 Advertisement 10 10
5 Schemes 8 8
TOTAL 100 100
Source:- Survey
Graph No.8
26%
32%
24%
10% 8%
NO. OF RESPONDENTS1 Price 2 Quality 3 Service 4 Advertisement 5 Schemes
INTERPRETATION-
According to dealers, the most important factor which affects the sales of washing machine is
QUALITY, and then prices and services is considered by the customers.
45
Table No.9 shows Major brands of DVD sold by dealers.
Sr. NO. BRAND NO. OF RESPONDENTS PERCENTAGE
1 LG 11 11
2 VIDEOCON 13 13
3 SAMSUNG 10 10
4 ONIDA 15 15
5 PHILIPS 22 22
6 SANSUI 12 12
7 SONY 8 8
8 INTEX 9 9
TOTAL 100 100
Source:-Survey
Graph No. :- 9
46
MAJOR BRAND OF DVD
1113
10
15
22
128 9
0
5
10
15
20
25
BRANDS
NO. O
F RE
SPO
NDEN
TS
NO. OF RESPONDENTS
INTERPRETATION-
According to dealers, PHILIPS is the most popular brand in DVD market with 22%, after that
ONIDA with 15% and VIDEOCON with 13% on 3rd position.
Table No.10 shows most important parameter for more sales of DVD
Sr. NO. REASONS FOR MORE SALES
NO. OF RESPONDENTS
PERCENTAGE
1 Price 21 21
2 Quality 42 42
3 Service 17 17
47
4 Advertisement 8 8
5 Schemes 12 12
TOTAL 100 100
Source:- Survey
Graph No. 10
21%
42%
17%
8% 12%
NO. OF RESPONDENTS1 Price 2 Quality 3 Service 4 Advertisement 5 Schemes
INTERPRETATION-
According to dealers, Quality is major factor in respect of more sale of DVD, and then Services
and prices were to be considered.
48
Table No.11shows Major Brand of MICROWAVE OVEN sold by dealers.
Sr. NO. BRAND NO. OF RESPONDENTS PERCENTAGE
1 LG 18 18
2 VIDEOCON 13 13
3 SAMSUNG 15 15
4 KENSTAR 21 21
5 GODREJ 9 9
6 PHILIPS 8 8
7 BAJAJ 9 9
8 SONY 7 7
TOTAL 100 100
Source:- Survey
Graph No. 11
49
NO. OF RESPONDENTS
18
1315
21
9 8 97
0
5
10
15
20
25
NO. OF RESPONDENTS
INTERPRETATION-
According to dealers, KENSTAR is very popular brand for microwave oven. KENSTAR is making a
huge business as compare to other competitors after that LG and then SAMSUNG. According to
dealers, microwave oven does not have that much demand as compare to other consumer
durable product.
Table No.12 shows Reason for more sales of MICROWAVE OVEN
Sr. NO. REASONS FOR MORE SALES
NO. OF RESPONDENTS
PERCENTAGE
1 Price 21 21
50
2 Quality 36 36
3 Service 14 14
4 Advertisement 17 17
5 Schemes 12 12
TOTAL 100 100
Source:- Survey
Graph No. 12
21%
36%14%
17%
12%
NO. OF RESPONDENTS1 Price 2 Quality 3 Service 4 Advertisement 5 Schemes
INTERPRETATION-
The most important factor of more sales of microwave oven is QUALITY of the product. Quality
is mostly affected on sales of microwave oven.
51
Table NO.13 shows High Profit margin brands
Sr. No. BRANDS NO. OF RESPONDENTS PERCENTAGE
1 LG 21 21
2 SAMAUNG 18 18
3 WHIRLPOOL 16 16
4 VIDEOCON 13 13
5 SONY 11 11
6 GODREJ 9 9
7 PHILIPS 7 7
8 KENSTAR 5 5
TOTAL 100 100
Source:- Survey
Graph No.13
52
HIGH PROFITABLE BRAND
0
5
10
15
20
25
BRANDS
NO. O
F RE
SPO
NDEN
TS
NO. OF RESPONDENTS
INTERPRETATION-
According to dealers, in Indian consumer durable industry
LG is leading company because of their low pricing policy and the better quality of product.
SAMSUNG is on 2nd position, if SAMSUNG will change their pricing policy like LG and VIDEOCON
then SAMSUNG should be on 1st position.
Table No.14 shows Suggestion from dealers for SAMSUNG to increase the business
Sr. No. SUGGESTION NO. OF RESPONDENTS
1 FAST AND REGULAR AFTER SALES SERVICE 31
2 REDUCE PRICES 21
3 INCREASE DEALER MARGIN 15
4 ADVERTISMENT AT RURAL AREA 13
5 IMPROVE QUALITY 10
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6 REGULAR SCHEMES 9
TOTAL 100
Source:- Survey
Graph No.14
0
5
10
15
20
25
30
35
SU
GG
ES
TIO
N
FAS
T A
ND
RE
GU
LAR
AFT
ER
SA
LES
SE
RV
ICE
RE
DU
CE
PR
ICE
S
INC
RE
AS
ED
EA
LER
MA
RG
IN
AD
VE
RTI
SM
EN
TA
T R
UR
AL
AR
EA
IMP
RO
VE
QU
ALI
TY
RE
GU
LAR
SC
HE
ME
S A
ND
LUC
KY
DR
AW
NO. 1 2 3 4 5 6
Series1Series2Series3Series4Series5Series6Series7
INTERPRETATION-
According to suggestion of dealers, AFTER SALES SERVICE is most important factor which is
helping to the SAMSUNG for increase the sales.
After that PRICES OF THE PRODUCT should be economic. DEALER MARGIN should increase for
motivation of dealers.
54
FINDING
1. We came to know while visiting the shop most of the dealers sold entire consumer
durable product including C-TV, Refrigerator, Washing Machine, DVD, Microwave
oven.
2. We know that during the survey in consumer durable industry in Nashik district and
rural area of nashik district LG is leading in Colour television, Washing Machine,
Refrigerator.
3. Study shows that quality is most important parameter for more sale of colour television
and then price is considered by consumers.
4. Study shows that quality of the product is most important parameter for Refrigerator
then price is considered by consumers.
5. While visiting the shop we came to know that quality is most important parameter
which is affect on more sales of Washing Machine.
6. According to Survey, Philips is most popular brand for DVD.
7. We came to know that while visiting the shop, Kenstar is most preferable brand for
Microwave oven because of their quality.
8. While visiting the shop we know that LG is gives high profit margin as compare to
other competitors.
55
9. While visiting the shop dealers suggested that after sales service is most important
factor which contributes towards the sales of Consumer durables.
10. All the dealers were not satisfied with the profit margin.
11. SAMSUNG product is costly as compare to LG and VIDEOCON.
12. Maximum rural area is covered by the VIDEOCON because of their low price
products.
13. We came to know while visiting the shops that there was big problem of after sales
service.
14. Many dealers were facing the problem of after sale service because there is no follow
up calls from SAMSUNG.s
15. Demo calls also not done properly.
16. LG and Videocon is the main competitor of SAMSUNG.
17. Advertising of SAMSUNG CTV is more effective as compare to the competitors.
18. Sales promotion scheme were sufficient.
56
SUGGESTIONS &RECOMANDETION
Company should improve the after sales service of products as it is the main factor for
the sales of consumer products.
If the SAMSUNG Ltd. reduces their product price like LG and VIDEOCON then
SAMSUNG will take over the LG in all categories.
Company should distribute free key chain, calendar, t-shirts for making brand
popular among people.
Company should introduce low price and low power consumption Refrigerator for
acquiring the middle income group.
Dealer desire more advertisement to be done through local newspaper and cable
TV ads. To make consumers aware about the product.
Prompt of service in time.
Advertisements of the company’s products should focus on quality rather then
price.
Company should target upper middle class or premium class customers.
57
Company should introduce low cost products to satisfy the needs of low or middle
class.
Demo calls as well as follow up Help Company to maintain customer relationship
and hence the company should focus on these aspects.
SAMSUNG ltd. should concentrate on after sales service.
SAMSUNG ltd. should try to trap the rural market.
SAMSUNG ltd. Establish the service center as per taluka place.
58
Conclusion
With respect to the above study and the findings thereby, the company has
definitely entrenched into the urban market.
With few more concerted efforts, the said organization needs to enter the rural
market in order to completely establish itself all over.
59
ANNEXURE
A. Questionnaire
Study of Consumer Durable Market for SAMSUNG Electronics Ltd. With Special reference To Nashik district.
Name of shop:
Address:
Contact no.:
1) Which is consumer durable product you sold from your shop? □C-TV □Refrigerator □Washing Machine
□DVD □Microwave
2) How many no. of company’s product you sold from your shop? □ONE_______________________________________________
□TWO_______________________________________________
□THREE_____________________________________________
□FOUR______________________________________________
□FIVE_______________________________________________
□SIX________________________________________________
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3) Which is major brand of Colour-Television you sold from your shop? □SAMSUNG □LG □ Videocon □ Onida
□ Sansui
4) What is the important parameter for more sales of Colour-Television brand?□Price □ Quality □ Services □ Advertisement □ Schemes
5) Which is major brand of Refrigerator you sold from your shop?□ Godrej □ Whirlpool □ Kenstar □ LG
□ SAMSUNG □ Videocon □ Kelvinator
6) What is the important parameter for more sales of Refrigerator brand? □ Price □ Quality □ Services □ Advertisement
□Schemes
7) Which is major brand of Washing Machine you sold from your shop? □ IFB □ Whirlpool □ Kenstar □ LG
□ SAMSUNG □ Videocon □ Kelvinator □ Godrej
8) What is the important parameter for more sales of Washing Machine brand?□ Price □ Quality □ Services □ Advertisement
□ Schemes
9) Which is major brand of DVD you sold from your shop?□SAMSUNG □ LG □ Videocon □ Onida
□ Sansui □ Philips □ Intex □SONY
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10) What is the important parameter for more sales of DVD brand?□ Price □ Quality □ Services □ Advertisement
□ Schemes
11) Which is major brand of Microwave you sold from your shop? □SAMSUNG □ LG □ Videocon □ Kenstar
□ Godrej □ Philips □ Bajaj □SONY
12) What is the important parameter for more sales of Microwave brand?□Price □ Quality □ Services □ Advertisement
□ Schemes
13) Which company’s product you give high profit margin?□SAMSUNG □LG □VIDEOCON □SONY
□WHIRLPOOL □GODREJ □PHILIPS □KENSTAR
14) What are your suggestions for SAMSUNG to increase the sales?
_________________________________________________________________
__________________________________________________________________
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B. LIST OF DEALERS:-
Sr. no.
Name of the Counter Name of Dealar Contact No. LOCATION
1 Manoj Electronics Manoj Kumat 9822312422 Nasik Road
2 Boathara Electronics Subhash Bothara 0253-2463049 Nasik Road
3 Hari-Om(Next) mahesh 9422259994 Nasik Road
4 Sai-Sakshi Electronics Umesh Shinde 0253-2454242 Nasik Road
5 Sushil Electronics Pravin Lodha 0253-2467523 Nasik Road
6 Jupiter Appliances Bharat N.D. 0253-2462212 Nasik Road
7 Shubham Electronics Sanjay Sanghvi 9422271504 Nasik Road
8 Kirti Electronics Sumit Kochar 9860666696 Jail Road
9 Pankaj Electronics Amol Sangvi 9890906662 Jail Road
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10 Gulzar Electronics 2491927 Deolali Camp
11 New TV Center 2492700/249180
0Deolali Camp
12 Ashoka Electronics Jitendra Gujrani 0253-2512323 Dindori Road, Nasik
13 Patwa Electronics Rushabh Patwa 9272702661 Dindori Road, Nasik
14 Shivam Electronics Narendra Deore 9923680046 Dindori Road, Nasik
15 Sai-Parth Electronics Jayant Deopurkar 0253-2532090 Dindori Road, Nasik
16 H. Joshi Bros. Chandubai Joshi 0253-2310438 Canada Corner, Nasik
17 Banwarilal Marketing Basant Hisaria 0253-2577563 Canada Corner, Nasik
18 Uttam Electronics Uttam Hisaria 0253-2574700 Canada Corner, Nasik
19 Swastik Ref. s.s.lodha 2317434 Canada Corner, Nasik
20 Adarsh Electronics p.bojwani 2504722 Tilak Road, Nasik
21 Yogesh Electronics s.wani 2573610 MG Road, Nasik
22 Electronics Corner s.lodha 2511654Malegaon Stand,
Nasik
23 Sai Elect. Thete 9371030880 Pimplegaon
24 Parakh Appliances narendra parakh 2580229 M.G.road
25 Prince Electronics Pramod Patil 9423934057 Nampur
26 Shivam Electronics Chandrakant Savant 234419 Nampur
27 Krushna Electronics Genmal Lodha 0253-2372269 uttam nagar
28 Parakh Electronics Nandlal Parakh 9225128158 Trimurti Chowk, Nasik
29 Mayur electronics Anil Choudhari 9371528872 uttam nagar
30 Parakh elec. parakh 2580229 M.G.road
31 Jagdish Electronics Rajendra Rathi 9422763842 Pavan Nagar, Nasik
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32 Bhavsar Electronics Ravi Bhavsar 9763326097 Trimurti Chowk, Nasik
33 Lakshmikrupa elec. Nilesh Mane Ganesh chowk
34 Atul Electronics atul lute 9422757951 Yeola
35 Jai Durga 265970 Yeola
36 Rashmi Electronics _ 9850030301 Yeola
37 Khambekar s. khambekar _ Yeola
38 Vaibhav Electronics vaibhav 9975701761 Yeola
39 New Bhansali Electronics 02550-266629 Lasalgaon
40 Harshad Enterprises 02550-266936 Lasalgaon
41 Bhavsar Electronics Ravi Bhavsar 9763326097 Pavan Nagar, Nasik
42 Bharat Electronics b.jivansingh 266165 Lasalgaon
43 parakh sales Yogesh Parakh 9850893329 uttam nagar
44 Raj Music Center Hemant Jadhav 9422269618 Chandwad
45 Hari-Om TV Center Rupesh Gaikwad 9890693907 Chandwad
46 Kalpesh Electronics Prakash Gaikwad 9960188597 Chandwad
47 mahavir electronics m.chhajed 9272994280 Dindori
48 Sapana Electronics Vardhaman Abad 02556-252252 Chandwad
49 Shiv krupa elec. sunil mane 9890237260 Adgaon naka
50 Lata electronics kiran palve 2377139 uttam nagar
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51 Manoj Home Apliances 02591-261736 Manmad
52 Sanjay Furniture 9372447091 Manmad
53 Anokha Electronics 9422247900 Manmad
54 samartha enterprises Bhaskar Deore 9423128050 Taharabad
55 Suvidha electronics Madhavrav Aher 9423931129 Deola
56 mahavir electronics Ravi Ostawal 9423181592 deola
57 Para electronics Sanjay Para 9881437299 Satana
58 Yashwant electr. Deepak Ahire 02555-224647 Satana
59 Alfa electronics Manoj Hemchand 9422755187 Satana
60 Kalyani electronics Prashant Bhamre 02555-225951 Satana
61 Jalaram electronics Vasant Nikam 02555-223828 Satana
62 Sudhir electronicsSunil
Brahamankumr02555-223325 Satana
63 Gajanan electronics Satyajeet Deore 9225141994 Kalwan
64 Saptashrungi elec. Bhushan Kothari 02592-221019 Kalwan
65 Bhagyalakshmi elec. Ganesh Malpure 9422764137 Kalwan
66 Shri samartha elec. Shailesh Aher 9423071963 Kalwan
67 Malegaon electronics Malegaon Store 02554-232946 Malegaon
66
68 Krushna Electronics Krushna Shinde 9423934118 Malegaon
69 Khandelwal electr. Nitin Khandelval 02554-235889 Malegaon
70 Komal electronics Manohar Nikam 02554-235794 Malegaon
71 Prashant electronics Santosh Nikam 02554-235704 Malegaon
72 Arihant electronics Pradip Jain 9422758911 Malegaon
73 Sony electronics Kiran Suryawanshi 9860020808 Lakhmapur
74 Shri saptashrungi Vaibhav Bachav 9860347185 Lakhmapur
75 Yash electronics Sanjay Jadhav 9890777842 Lakhmapur
76 Shivkrupa elec. Purushotam Bhamre 9881951471 Taharabad
77 Gurukrupa electroncs r.bamb 241520 Niphad
78 Kalyani electronics nitin & babasaheb 9860520032 Niphad
79 Om electronics d. khapre 9850629003 Niphad
80 Madhuri electronics sharad ahinde 241258 Niphad
81 Jain electronics Jain 9225657151 Niphad
82 Shivam electronics Prakash Chavhan 0253-2577524 M.G.road
83 Parakh electronics Narendra Parakh 9822457539 M.G.road
84 mahavir electronics Guvtam Jain 9420363171 Ojhar mig
85 Santoshi electronics Prabhakar Navase 9850975230 Ojhar mig
86 Jayashree enterprises Soni Paresh 9860966670 Ojhar mig
87 Mayur electronics k.gaikwad 02550-275495 Ojhar mig
88 Ajit electronics Ajit Shejwal 02550-271289 Ojhar mig
89 jitendra electronics Jitendra Welgaonkar 0253-2340321 Ganagapur road
90 sai enterprises Satish Kaka 0253-2311343 Sharanpur road
91 Sahaj electronics Balasaheb 9850885135 Uttam nagar
67
Sonawane
92 Shree Swami Samartha p.bhatevara 9890067152 Pimplegaon
93 Gurukrupa electroncs j.bamb 9373691777 Pimplegaon
94 Jain electronics Jain 251096 Pimplegaon
95 Saubhagya elec. Ashish Bora 02557-220450 Vani
96 Anand elec. Sameer Sharma 9890416579 Vani
97 Shriji Electronics Umesh Joshi 9763662920 Panchavati
98 Mahalaxmi Electronics Yogesh Wadekar 0253-2516309 Panchavati
99 Bholenarth Refrigerator Jimmy Joshi 9823051420 Panchavati
100 New Jaymatadi Santosh Mishra 9373915550 Panchavati
B). Bibliography
1- http://www.samsung.com/in/aboutsamsung/index.html 2- http://www.samsung.com/in/aboutsamsung/corporateprofile/index.html 3- http://www.samsung.com/in/aboutsamsung/corporateprofile/history.html 4- http://www.samsung.com/in/aboutsamsung/corporateprofile/visionmission.html 5- http://www.samsung.com/in/consumer/index.html
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