SUMMER PROJECT DONE IN

OBJECTIVE:

“TO STUDY THE MARKET SHARE AND CONSUMER PREFERENCE OF SAMSUNG LCD TELEVISIONS IN GUWAHATI CITY”

RESEARCH METHODOLOGY:

Research Design: A survey was carried out among LCD TV users and dealers in Guwahati city.

Research Approach: Primary data collection by survey.

Sample Design: A random sample of 100 consumers and 40 dealers in Guwahati city.

Research Instrument: Structured Questionnaire

Research Tool: Microsoft Excel to analyze the data.

ANALYSIS AND INTERPRETATION OF DEALERS’ QUESTINNAIREAnalysis of question No.1

Among the 40 Samsung dealers I visited in Guwahati, number of dealers dealing in LCD televisions is 28.

Yes70%

No30%

Yes

No

Q.2:Which company’s LCD & Plasma TVs you deal in?

Brand No. of Dealers

Samsung 16

Sony 10

LG 14

Onida 4

Moserbaer 2

Philips 5

Panasonic 2

Videocon 2

Others 1

Brand wise distribution of LCD Dealers

28%

18%24%

7%

4%

9%4% 4% 2% Samsung

Sony

LG

Onida

Moserbaer

Philips

Videocon

Panasonic

Others

Q.3:How many LCD TVs did you sell last year?

After adding all the sales figures of 2008 of all the 28 dealers dealing in LCD TVs, the total sales figure comes out to be 1128.

Q.4:What are your sales figures period wise?

Period wiseSales Figure

January-April 26%

May-August 30%

September-December

44%

January-April

May-August

September-December

Period Sales

Jan-April 289

May-Aug 337

Sept-Dec 502

Q.5:What are your sales figures brand wise?

Brand Sales Figure

Sony 270

Samsung 445

LG 278

Onida 3

Moserbaer 10

Philips 116

Videocon 3

Panasonic 2

Others 1

Brand wise distribution of sales figures

Sony

Samsung

LG

Onida Moserbaer

Philips

Videocon Panasonic Others 0

50

100150

200250

300350

400450

500

Sales Figure

Sony

Samsung

LG

Onida

Moserbaer

Philips

Videocon

Panasonic

Others

Q.6:Do you make any Institutional sales?

Among the 40 dealers of LCD TV, only 12 were

found to be making institutional salesInstitutional Sales

Yes30%

No70%

Yes

No

Institutional Sales

Yes30%

No70%

Yes

No

What is your brand wise distribution of Institutional sales?

Brand wise distribution of Institutional Sales figure

0

200

400

600

800

1000

1200

Brand

Sal

es F

igur

es

Sales figure

Q.7:Rank Samsung LCD TV on the given attributes

Features Excellent Good Average Fair Poor

Price 1 4 8 2 0

Varieties 2 5 8 1 0

Ads 1 5 10 0 0

After SalesService

3 6 5 2 0

CustomerSatisfaction

3 8 4 1 0

Quality 3 11 2 0 0

Looks/Design 2 12 2 0 0

ConsumerAwareness

3 6 6 0 1

PotentialCustomers

2 7 6 1 0

Profit Margin 0 6 8 2 0

SupplyLogistics

0 7 8 1 0

Ranking of Samsung LCD TV

02468

101214

Price

Varie

ties

Adve

rtisem

ent

After

Sale

sSe

rvice

Custo

mer

Satis

factio

n

Quali

ty

Look

s/Des

ign

Cons

umer

Aware

ness

Poten

tial

Custo

mers

Profi

t Marg

in

Supp

lyLo

gistic

s

Attributes

Rank

s

Excellent

Good

Average

Fair

Poor

Q.8:Why are you not dealing in LCD TVs?

Reasons Frequency

Low PotentialCustomers

5

Low ConsumerAwareness

4

Poor Potential 2

Price 1

Low Profit Margin 0

Reasons for not dealing in LCD TV

42%

33%

17%

8% 0%

Low Potential Customers

Low Consumer Awareness

Poor Potential

Price

Low Profit Margin

Q.9:Would you like to deal in LCD TV in future?Out of those 12 non dealers of LCD TV,

8 of them showed interest in dealing with the same in future.

Future Dealings

Yes67%

No33%

Yes

No

If Yes Why?Reasons Frequency

Growing Market 5

Increasing PotentialCustomers

1

Sound financial position of Dealers/Retailers

1

Increasing Consumer Awareness

1

Reasons for future dealings

62%12%

13%

13% Growing Market

Increasing Potential Customers

Sound financial position ofDealers/Retailers

Increasing ConsumerAwareness

Comparison between survey findings and actual market shareOn comparing, it is found that

Samsung could only be successful in Guwahati region not in entire North East. Its the market leader in Guwahati followed by LG and Sony whereas in the rest of North East its Sony leading followed by LG and Samsung.

Analysis and Interpretation of consumer’s questionnaire

Sample size was taken to be 100.

Q.1:Are you a user of LCD TV?

LCD Users

Yes40%

No60%

Yes

No

Q.2:If Yes then please mention your brand?

Brand wise distribution of LCD TV users

Samsung

50%

Sony

30%

LG

20%

Samsung

Sony

LG

Q.3:Why did you prefer this brand?

Reasons Frequency

Features 7

Price 4

Advertisements 1

Brand Name 12

Appearance 3

Promotional Schemes/Offers 4

After Sales Service 3

Availability 3

Reference 3

Frequency of reasons for brand preference

17%

9%

3%

29%

8%

10%

8%

8%8% Features

Price

Advertisements

Brand Name

Appearance

Promotional Schemes/Offers

After Sales Service

Availability

Reference

Q.4:Would you like to replace your old colour TV With that of LCD TV?

Amongst the 60 non users of LCD TV,45 showed interest in replacing their old colour TV with a LCD TV

Customers interested in replacing their colour TVs w ith that of LCD TV

Yes75%

No25%

Yes No

Q.5:If Yes then which brand of LCD TV would you like to buy?

Brand preference of these 45 interested LCD buyers

Distribution of Prefered Brands of LCD TV

27%

55%

18%0%0%0%0%0%0%

Samsung

Sony

LG

Onida

Moserbaer

Philips

Panasonic

Videocon

Others

Q.6:Why do you prefer the above mentioned brand?

Reasons FrequencyFeatures 15

Price 3

Advertisements 8

Brand Name 6

Appearance 6

Promotional Schemes/Offers 2

After Sales Service 1

Availability 2

Reference 2

Frequency of reasons behind interested buyers

34%

7%

19%

13%

13%

4%2%

4% 4% Features

Price

Advertisements

Brand Name

Appearance

Promotional Schemes/Offers

After Sales Service

Availability

Reference

Q.7:Have you seen any advertisement of Samsung LCD TV?

Consumer Awareness

Consumer Awareness for Samsung LCD TV

Yes84%

No16%

Yes

No

Q.8:Where have you seen the ad?

Their sources of information-Distribution of sources of Advertisements of

Samsung LCD TV

5%

79%

5%

8%0%3%

Newspaper

TV

Magazines

Hoardings

Internet

Trade Fairs/Expos

Q.9:How have these promotional activities of Samsung LCD TV influenced you?

Influence of promotional activities of Samsung LCD TV on customers

58%34%

8%

To buy Samsung LCD TV

Impressive

Unimressive

Limitations of the study

Sampling Error Complexity of interaction Unwillingness of respondents

Recommendations:

Enlarge the dealer network in entire North East

Increase consumer awareness Leap in technology

Conclusion:

The survey reveals that none of the company is associated with all the important attributes for which customer expectations are high. Although Samsung is leading in this market of LCD TV in Guwahati region, the rest of North East market stills seem almost untouched by it, where LG and Sony have not only made their presence felt but also have become the market leaders.

THANK YOU!