STUDENTS DECLARATION

This Marketing summer training Project is submitted to TUPLES, MEERUT for

MASTER OF BUSINESS ADMINISTRATION. The training work undergone in this

project is Authentic and Verifiable and has not been copied from any other source.

MANOJ KUMAR
M.B.A. IV SEM
Roll No. 720639124

CONTENTS
1. ACKNOWLEDGEMENT
2. INTRODUCTION
3. COMPANY PROFILE
4. PRODUCT PROFILE (CTV)
5. CONSUMER BUYING BEHVIOUR
6. RESEARCH MYTHOLOGY
a. Objective
b. Sample design
c. Data collection
d. Tabulation of analysis
e. Limitation
7. TABULATION AND INTERPRETATION OF DATA
8. ANALYSIS AND FINDINGS
10. RECOMMENDATIONS
11. CONCLUSION

12. SUGESSTION
13. QUESTIONNAIRE
14. BIBLIOGRAPHY

ACKNOWLEDGEMET
One of the most pleasant parts of writing report is that it gives an

opportunity to thank all those who have contributed to it. Here by through

my report I acknowledge my deep gratitude towards my institute, which

gave me an opportunity to undergo summer training project. I would like

to thank all my faculty members at Tuples, Meerut for having been a

source of constant inspiration and help. I would like to thank my project

guide Mrs. Rubina Bhardwaj (H.O.D. of M.B.A.) his continuous

3

guidance and support. Acknowledgement and sincere gratitude is given to

all those who helped me directly and indirectly in completing my project.

However at times in spite of the best efforts this expression is incomplete

and this acknowledgement is no exception and I deeply regret for it.

INTRODUCTION
ELECTRONIC INDUSTRY PFOFILE IN INDIA

With the advent of science and technology, electronics has assumed an

added significance. Electronics in India has all the ingredients for rapid

growth. India has the potential of becoming a major global player in

electronics. During the last few years, the electronic industry has made

significant contribution to the national economy while substantial growth in

production has been achieved in the areas of consumer electronics; the

growth trends in other areas are very encouraging.

CONSUMER ELECTRONICS

Electronics plays a vital role not only in tackling the issues of national

importance,

but

communications,

is

also

proving

transportation,

advantageous

health,

in

agriculture

the

and

field

of

industrial

production.

With the liberalization of investment, licensing, foreign collaboration,

import policies, lowering of important tariffs in the country. The consumer

electronics sector witnessed a boom during the Eighth Five Year Plan.

It is proposed to set a goal of electronics production of Rs. 750 billion for

the year 2000-200 1 AD or Rs. 900 billion for the terminal year of the 9th

Plan. This would represent a growth rate of about 30 to 35% during the
6

9th Plan and would be a mere 2% of the world trade estimated at $1300

billion by 2001. Further, goals suggested for electronics production for

2006-2007 and 2011-2012 are 5 percent and 12% respectively of the

world market.

COMPANY PFOFILE OF LG

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 5 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 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 technologies at par with international standards at Korea and is one

of the most Eco-friendly units amongst all LG manufacturing plants in the

world.

10

LG THE BEST GLOBAL COMPANY

LG Electronics was established in 1958 as Gold star Company Ltd. And

has been a trendsetter in the electronics industry ever since. The
corporate name was changed to LG Electronics in 1995 as part of and
effort to make the company major player in world markets.

Gold star brand product sales in 1996 came to US $ 9 billion, which

ranked one of the top electronics industry in the world. Consumers in
more than 171 countries for offering products that deliver ultimate
satisfaction know LG.

Along with the new corporate mission, LG electronics has been reborn.
The organization remains youthful and vibrant. Building a better future for
customers is the top priority and the company is going top gear to make
the better future a reality.

11

The management philosophy

We create value for our customers through management based on
esteem for human dignity.

The product manufactured internationally cover Multimedia Players,

Video/Audio products, Home Appliances, Information System products,
Communication Devices, Display products, Magnetic Recording Media
and Electric/ Electronics Parts and Components. Heavy investments are
being made in the next generation and environment friendly product.

12

The LG Group Looking Above

The LG Group is today, one of the Koreas top 3 conglomerates, In fields
ranging from chemicals, energy, electronics, semiconductors, machinery
and metals of trade, services and finance each of the LG member
companies is now working to rise to the highest level of global competition
in their respective Industries. The company is represented by 72
subsidiaries around the world with over 55,000 employees worldwide. LG
is now ready to make the next quantum leap forward- LEAP 2005.

Leap 2005 is the strategy for surviving in the era of unlimited competition
and started form highly charged innovation. LGs business strategy for
21st century is very aggressive.

Information and communication, electric and electronics, chemicals and

energy, multimedia, bioengineering and semi- conductors industries will
be promoted. By the year 2005, the group plans to achieve annual sales
of US $ 74 billions.

13

FINANCIAL PERFORMANCE:
Turnover for 1999

Rs. 125 Crores

Turnover for 2000

Rs. 485 Crores

Turnover for 2001

Rs. 1056 Crores

Turnover for 2002

Rs. 1903 Crores

Turnover for 2003

Rs. 2216 Crores

Crossed

Rs.3000

Turnover for 2004

continuously

DIGITAL LG
14

Crores

With the new millennium, LGE has unveiled the ambitious vision of
DIGITAL LG. The short words of Digital LG is the embodiment of LGEs
strong will to become the true leader of the Digital LG.

LGE is poised to take the leap forward as Digital Leader, charting its own
course of success in the rapidly changing digital age. While offering
innovative digital products and services that enrich peoples lives and
making them more comfortable, LGE will strive to become and exemplary
company for the Digital Age that realizes leadership for the digital
Management.

Through these efforts the company aim to be the true leader of the Digital
Age. The company will be at the forefront of realizing customer value,
providing best profit to the shareholders and reaffirming the pride and
satisfaction of our staff member in their efforts to realize their own
individual vision.

15

Digital LG:

Is the Brand Icon created by the LG Electronics to convey the new

values of the digital Age to the customers by visually illustrating the image
of easy-to-use, enjoy-to-use digital technology.

16

LG ELECTRONICS INDIA LTD.

LG India the Indian wing of the South Korean chaebol formally known as
Lucky Gold star. LG Electronics India ltd.(LGEIL) is the wholly owned
subsidiary of LG electronics and started operations in its current avataar
in Delhi in May 97 and spread itself across the country within months.
Company launched the entire product profile under the LG brand name,
which the company had decided to change from its previous brand
GOLDSTAR around the world.

Today in a short span of 4 years, LG has twenty models of color television

ranging from 14 inches to 60 inches, 15 models of large capacity
refrigerators ranging from 175 liters to 890 liters, 9 models of washing
machines ranging from 5.5 Kgs., 12 models of air conditioners, 45
models of microwaves ovens, 2 VCDs, 4 models of A/C , 11 models of
Monitor along with power entertainment devices i.e. audio CD Recorder,
MPB PLAYER And DVD Player, LCD Projector, and have subsequently
launched the same all India.
In the first phase of investment from 1998 to 2001, the company had
decided to invest US $ 46 million (Rs.525 crores) to establish
17

manufacturing facility at Greater Noida. This facility will be capable of

churning out 8,00,000 Washing Machines, 1,00,000 Air conditioners etc.
In the second phase, from 2001 to 2005 LG Electronics will invest $ 143
million to increase its existing capabilities in finished products and
capabilities to manufacture compressors, fly transformers, motor and
deflection yokes.
After setting up of LG software Center in Bangalore in 1996, LGEIL has
also set up in house R& D and HRD Center in India not only to train the
Indian employees, but also to serve foreign employee of LGE in South
Asia and North Africa.
In five years from now, LGEIL will become one of the largest industrial
houses in Indian and strive to become No.1 Company in India by 2003
LGEIL has already achieved a turnover of Rs. 1904 Crores in the year
2000 and Rs. 950 Crores in 1999. The target turnover for LGEIL in the
vision LEAP 2005. is Rs. 10,000 Crores.

LG is already No. 1 in the sale of Air conditioners in India and among the
top priority in the sale of all other consumer electronics.
In addition, LSs Golden eye television offers the worlds most advanced
picture system.
18

There are 18 branch offices covering whole of India in the following cities
Ahmedabad, Bangalore, Bhubaneshwar, Kolkata, Chandigarh, Chennai,
Coachin, Ghaziabad ,Guwahati, Hyderabad, Indore, Jaipur Lucknow,
Mumbai, New Delhi & Haryana, Patna & Pune. While corporate office is
situated at Greater Noida, UP and Regd. Office at Okhla Industrial Estate,
New Delhi.
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 of the first companies who

recognized the emerging change in consumer needs and decided 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

19

'Health Partner' for its consumers worldwide and therefore formulated its

corporate philosophy to make peoples' lives better, convenient and

healthier.

20

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 not just cools, but keeps pollution out. Similarly,

microwave ovens have the 'Health Wave System', refrigerators have the

'PN System', which preserve the nutrition in food and washing machines

have 'Fabricare 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 departments that give customers a

healthier environment to live-in.

21

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 Rs 5000 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 A/Cs (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.

22

This year, LG has emerged as the leader in Colour Televisions,

Semi Automatic Washing Machines, Air Conditioners, Frost-Free

Refrigerators and Microwaves Ovens. In Colour Televisions having set the

sales target of one million units of Color Televisions 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.

23

PRODUCT PROFILE

14 CTV:

Model No

Description
MRP
14" CTV

RFCINEPLUS

7,190.00 6,600.00

14CA30KE
GOLD
JOYMAX
CF-14D79K

5,990.00 5,500.00
PLUS

RF-14CA30K
CF-14D79VE

CINEPLUS

5,990.00 5,500.00

Joymax DLX 7,990.00 7,000.00

RFCine MAX

7,290.00 6,500.00

14CC50M

21 CTV
24

Model No

Description
MRP

RT-21FA20KE

Flatron

List

14,490.00 13,200.00

Golden Eye
CF-21D33KE

10,990.00 10,300.00
Magic

RF-21CA30K

CinePlus

8,990.00

8,400.00

11,990.00

10,990.00

21" CTV
CF-21S42KS

MAESTRO
GOLD

25

20CTV
Model No Description
MRP

List

JoyMax II

8,990.00

8,400.00

CinePlus

7,990.00

7,450.00

Golden Eye Magic

9,990.00

9,400.00

10,990.00

9,990.00

RF20CB30F
RF20CA30K
CF20D33KE
CF-

20" CTV

20S42KS

MAESTRO GOLD

RF20CB40Q

Sound Master 1200 12,990.00

12,200.00

25 CTV

Model No

Description
MRP
Golden Eye

RT-25CA40VW

18,990.00 17,800.00
Marquis

26

Golden Eye
RT-25CA40VE

17,990.00 16,800.00
Marquis

29 CTV

Model No

Description
MRP

RT-29FC80VE
RT-29FC80VW

List

Flatron 350W 29,990.00 28,000.00

Flatron
32,990.00 31,000.00
1200W
Flatron

RT-29FC80VC

35,990.00 33,000.00
1200W

27

VISION
To be No. 1 company in India by 2003

PHILOSOPHY
Compete in the International market with a global Mindset..
Maximize value for customers, Employees and shareholders.
Pursue the best in the class through Management by Principle.
Contribute to the society through good corporate citizenship.
INITIATIVES
Redesign business portfolio.
Develop new strategic business.
Globalization
Acquire promising differentiated technology.
Cultivate high performing leader

28

STRENGTH & SPECIALTIES

LGs strategies are more interested in expanding the market than
wresting share away from other players.
LG decided to be a value driver, selling novel product benefits.
LG applied unique insight across product markets, including
consumer electronics, where people hadnt imagined that health
had any relevance (like offering ACs with health Air system with anti
fungus, electrostatic and deodorizing and anti-bacteria filters-so
that AC which was previously just a cooling machine, is now wanted
by people to improve the aesthetics of the room, give them status,
be easy to operate and improve health.)
And

this

due

to

the

accurate

presentation

by

effective

advertisements the Indian consumer is beginning to judge all sort of

machines by what they mean for a healthful life style.
LG is a technological brand as compared to others which launched
a whole range of household products simultaneously and because
of the strategy the customers had been benefited with the
consciousness of concept of health who receive I tin the form of

29

qualityhealthfulproducts and also are new conscious enough to

judge their machines vide this parameter.
Operating with a consumers perspective is a matter of routine at
LG-by keep on asking ridiculous question and then figuring out how
much to deliver.

30

ADVERTISING WORLD OF LGEIL

From the beginning, the Advertising Agency made responsible for
advertising campaign of LG is LOWE-LINTAS, which is among the top
three advertising agencies of the country.

The strategy of the company can be understood to be need-based which

recognized the need of maintaining Lifes good while using the various
consumer electronics goods.

This health factor was until then not given any air by any of the FMCG
companies although they knew the customers want to safeguard their
health in the way of utilizing other benefits, but was not provided the
desired hype and flavor

On a large scale, the advertisements, for LGs products, promote the

consciousness of health factor for various machines including ACs which
were until then considered as cooling devices only. And perhaps this is
the probable reason that exactly within 2 years of its launch, LG displaced
carrier as Indias No.1 seller for AC. Rarely has a new comer unseated
the No.1 so quickly.
31

{LGs Switzerland toh hai right here commercial effectively conveyed the
companys claim to purify the air, a clear-cut benefit in pollution tormented
cities.}

Advertisement for LGs refrigerators with concept like Frost Free, PN

systems, Multiplus etc. showcased the element of health for the entire
family.

Advertisement for Door Cooling refrigerators was a direct hit because of

its unique concept & effective portrayal. The punch lines aired with
various models of electronics also cast a good repo for the products.
some of them are like-

The purest way to breathe.

For cool healthy air.
Enjoy a wrinkle free view of the new millennium.
Keeps your family healthy, day after day, after day
The advertisements are also product based which, instead of showcasing
other features, highlights the unique features of the products, like golden
32

eye, Flat screen for TV; Door cooling system for Refrigerators,
Fabricare,Punch wash for Washing Machines; etc.
?The slogan changed time to time correctly reflects the actual positioning
of the strategies for technological innovations, like
Cyber LG expand your life
Digitalez LG-technology that understands you
One of the most mandatory element of any companys efforts to cast and
everlasting and permanent image in the minds of the people through
which they seem to recall the company is the symbol or the logo of the
company which shows the companys name and philosophy .
The amount, spent on advertising in the first years i.e.1997 was 14 crores
which

was

subsequently

raised

1998,1999,2000,2001,2002,2003,2004

to

in

the

year

32,49,67,85,103,118,138

crores(approx) & till now.

In the year 2000, about 3.5%-4% of the total turnover was invested upon
advertising campaign.
In the current year about 118-138 crores will be spent upon advertising
with a share of over 4% of the total projected turnover.
Out of the total share for advertising, about 70% is spent on pure
advertising and about 30% on various events, exhibitions, etc.
33

As far as various media for advertisements are concerned, about 40% are
spent on print and about 60% on TV.
The company involved itself with mass marketing by sponsoring various
sports events.

LG sponsored ICC world Cup and also started its own LG Cup & had
been sponsoring cricket events since then for publicity & promotion.

Currently Company also launched a countrywide promotional scheme for

its customers on this Diwali Dhoom Macha De Offer scheme. In this
scheme by a LG Products and get a unique device & just twist it and get
an assured gift which will be revealed to you with a bang. In this scheme
customer have a chance to win a Hyundai Accent & free Airline tickets
and lots more LG Products like GSM Phone, Projection TV, Micro Oven or
AC, T-Shirts, or Clocks etc.

34

LG LOGO-THE FACE OF THE FUTURE

This Symbol mark the visual representation of LG-is composed of the

letter L and G in a circle symbolize the world Future, Youth, Humanity
and Technology, This philosophy is based on humanity and represents
LGs efforts to keep close relationships with their customers in the world.

Red, the main color represents friendliness; also give a strong impression
of LGs commitment to the best.

35

OBJECTIVES OF LGEIL
(Till Leap 2005)
Quantitative :
Achieve gross sales of US $ 78 billion.
Secure ordinary income of 6% of gross sales.
Attain a return on investment of 15%

Qualitative:
Building a brand reputation for total satisfaction creates more
comfortable and convenient homes.
LG President and chairman Mr. Kyung Koo said that LGEs goals
are to achieve sales of US$ 74 billion and a profit rate of 6% by
2005,the year when the LEAP 2005 vision is finally realized.
Companys Chairman also stated that LGs needed to promote its
image as brand renowned for maximum customer satisfaction by
providing the most courteous service, the quickest response to
customer needs, and products and services of highest quality.
Excellent after sales service. OfferHappycall whos the customer
36

can call for at any hour of the day for any sort of complaint or
suggestion.
Target marketing that works like this recognizing segments which
a need for specific features, and tapping it.
Every technician is given world-class instructions on how to handle
complaints. Company is even sent to the global headquarters, thus
involving them closely with a corporation they can be proud of.
LG runs tight operations, with strict sales forecast expected of all
parts of the chain. Inventory levels are kept low this way. If demand
picks up, the systems will become more efficient.
LG is 6th best employer to work in India was awarded by business
today.
Online shopping for consumer electronics can be done at the site
www. Lgezbuy.com.

37

CONSUMERS BUYING BEHAVIOR

Understanding the buying behavior of the target market is the essential

task of marketing management under the marketing concept.

The consumer market consists of all the individuals and households who

buy or acquire goods and services for personal consumption.

Consumers vary tremendously in age, income, educational level, mobility

patterns and taste.

MODEL OF CONSUMER BEHAVIOR

Due to the growth in the size of firms and markets, marketing decision

makers have been removed from direct contact with their customers.
38

Managers have had to turn to consumer research. They spend more

money in trying to learn : Who buys? How do they buy? When do they

buy? Where do they buy? Why do they buy?

How do consumers respond to various marketing stimuli, arranged by the

company, is main question. Therefore, business & academic researchers

have invested much energy in researching the relationship between

marketing stimuli and consumer response.

Outside Stimuli

Buyers Black box

Buyer responses

Marketing

Other

Product

Economic

Buyer

Buyer

Product choice

Price

Technological

Characteristics

Decision

Brand choice

Place

Political

Process

Dealer choice

39

Promotion

Cultural

Purchase choice

Purchase amount

MODEL OF BUYER BEHAVIOR

40

Their starting point is the stimuli-response model. Above figure shows

marketing and other stimuli entering the buyers black box and

producing certain responses. The stimuli are of two types. Marketing

stimuli consists of the 4 Ps : Product, Price, Place and Promotions. Other

stimuli consist of major forces and events in the buyers environment

economic, technological, political and cultural. All these stimuli pass

through the buyers black box and produce the set of buyer responses :

Product choice, brand choice, dealer choice, purchase timing and

purchase amount.

41

MAJOR FACTORS INFLUENCING CONSUMER BEHAVIOR

Consumers purchases are highly influenced by cultural, social, personal
and psychological factors.

42

Cultural
Culture

Social
Reference

Personal

groups
Age and life
Cycle
stage
Family

Subculture

Psychological
Motivation
Buyer

Occupation
Perception

Learning belief
& attitude
Social class

Roles and
status

DETAILED MODEL OF FACTORS INFLUENCING BEHAVIOR

(A) CULTURAL FACTORS :

43

Cultural factors exert the broadest and deepest influence on consumer

behavior.

CULTURE:

Culture is the most fundamental determinant of a persons wants and

behavior. The child growing up in a society learns a basic set of values,

perception, preference & behavior through a process of specialization

involving the family & other key institutions.

SUBCULTURE:

Each culture contains smaller groups of subcultures that provide more

specific identification & socialization for its members. Four types of sub

culture can be distinguished.

44

(i) Nationality groups.

(ii) Religious groups.
(iii) Racial groups
(iv) Geographical areas.

SOCIAL CLASS:

Virtually all human societies exhibit social stratification. More frequently,

stratification takes the form of social classes. Social classes are relatively

homogenously and enduring divisions in a society, which are hierarchy

ordered and whose members share similar values, interests, and

behavior.

(B) SOCIAL FACTORS:

45

A consumers behavior is also influenced by social factors, such as the

consumers reference groups, family, and social roles and statuses.

(i) REFERENCE GROUPS:

A persons reference groups are those groups that have a direct or

indirect influence on the persons attitudes or behaviors. Groups influence

will be stronger for products that will be visible to others whom the buyer

respect.

(ii) FAMILY:

Members of the buyers family can exercise a strong influence on the

buyers behavior. The family of orientation consists ones parents. From

parents a person acquires an orientation toward religion politics, &

46

economics and a sense of personal ambition self-worth & love. The

following products and services fall under such.

Husband-dominant

: Life insurance, automobiles

Wife-dominant

: Mixer, Washing Machine, and Kitchenware

Equal

: Housing, Entertainment, and Housing Furniture

(iii) ROLES AND STATUSES:

Participating of buyer in the different groups as clubs, organization

influence his/her buying behavior. His/her position in the different groups

can be termed as roles & status. A role consists of the activities that a

person is expected to perform according to the persons around him/her.

47

Each role carries a status reflecting the general esteem : accorded to it by

society.

( C ) PERSONAL FACTORS:

Personal factors a buyers decisions by his/her personal characteristics,

occupation, economic circumstances, life style, and personality & self-

concept.

(i) AGE & LIFE CYCLE STAGE:

People change the goods and services; they buy over their life time. They

eat baby food in childhood, most foods in the young age and special diets

in the later year.

48

(ii) OCCUPATION:

A persons consumption pattern is also influenced by his or her

occupation. A blue-chip worker will purchase good clothes, care etc.

(iii) ECONOMIC CIRCUMSTANCES:

A persons economic circumstances will greatly affect product choice. His

economics circumstances consists of their spend able income, saving &

assets, borrowing power.

(iv) LIFE-STYLE:

A persons life style is that persons pattern of living in the world as

expressed in the persons activities, interests & opinions.

49

(d) PSYCHOLOGICAL FACTORS:

A persons buying choices are also influenced by four major

psychological factors-

(1) Motivation

(2) Perception

(3) Learning

(4) Beliefs and Attitudes

( E) BUYING ROLE:

50

For many products, it is easy to identify the buyer. Men buy shaving

Cream, Razor, Cigarette etc. While cosmetic, pantyhose etc.

Thus, we can distinguish several roles people may play in a buying

decision.

Initiator

: One who first suggests or thinks of the idea of buying the

particular product or service.

Influencers : One whose views or advice carries some weight in making

the final decision.

Decider

: One who ultimately determines any part of, or the entire

buying decision whether to buy, what to buy, or where to

Buy.
51

Buyer

: One who makes the actual purchase.

User

: One who consumes or uses the product or service.

TYPES OF BUYING BEHAVIOR

There are four types of consumer buying behavior based on the degree of

buyer involvement in the purchase and the degree of differences among

brands.

High involvement

Low involvement

Significant

Complex buying

Variety seeking buying

Differences

Behavior

behavior

Few difference between

Dissonance reducing

Habitual buying behavior

brand

buying behavior

Between brand

52

(a) COMPLEX BUYING BEHAVIOR

Consumers go through complex buying behavior when they are involved

in a purchase and aware of significant difference existing among brands.

Consumers are highly involved ma purchase when it in expensive, risky

and highly expressive.

(b) DISSONANCE - REDUCING BUYING BEHAVIOR

When the consumers are highly involved in a purchase but see little

differences in the brands. It in based on the fact that the purchase is

expensive, infrequent & risky. For example, shopping for carpet.

53

(c) HABITUAL BUYING BEHAVIOR

Many products are bought under conditions of low consumer involvement

and absence of significant brand differences. A good example is the

purchase of salt.

(d) VARIETY-SEEKING BUYING BEHAVIOR

Some buying situations are characterized by low consumer involvement

but significant brand difference e.g. in purchasing cookies.

54

CONSUMER BUYING BEHAIOUR

SALES PROMOTION - A THEORETICAL

FRAMEWORK

Sales promotion consists of a diverse collection of incentive tools, mostly

short-term, designed to stimulate quicker and / or greater purchase of

particular products / services by consumers or the trade.

Whereas advertising offers a season to buy, sales promotion includes

tools for consumer promotion e.g. samples, coupons, cash refund offers,

prices-off, premiums, prizes, patronage rewards, free trials, warranties,

demonstration, contests:

55

Trade promotion e.g. buying allowances, free goods, merchandize

allowance, cooperative advertising, advertising and display allowances,

push money, dealer sales contests.

Sales force promotion (bonuses, contests, sales rallies).

Sales promotion tools are used by most organizations, including

manufacturers, distributors, retailers, trade associate and non-profit

organizations.

A decade ago, the advertising-to-sales promotion ratio was about 60/40.

Today in many consumer packaged goods companies, the picture is

reversed with sales promotion accepting for between 60-70% of the

combined budget. Sales promotion expenditures have been increasing

56

12% annually, compared with advertisings increase of 7.6% of the fast

growth is expected to continue.

Several factors contributed to the rapid growth of sales promotion,

particularly consumer markets.

Internal factors include the following

Promotion is now more accepted by top management as an effective

sales tool.

More product managers are qualified to use sales promotion tools;

Product manager are under greater pressure to increase their current

sales.

External factors Includes the following:

57

 The number of brands has increased.

Competitors use promotions frequently.

Many brands are at parity. Consumers are more deal oriented.

The trade has demanded more deal from manufactures.

Advertising efficiency has declined because of arising costs, media

costs and legal restraints.

The rapid growth of sales promotion media (contests, coupon etc) has

created a situation of promotion clutter. Similar to advertising clutter.

There is a danger that consumers will start tuning out, in which case

coupons. and other media will weaken in their ability to trigger purchase.

58

Manufacturers will have to find ways to rise above the clutter, for instance,

by offering large coupons, redemption values or using more dramatic

point of purchase displays or demonstrations.

PURPOSE OF SALES PROMOTION

Sales promotion tools vary in their specific objectives. A free sample

stimulates consumer trial, while a free management advisory service

cements a long term relationship with a retailers.

Sellers used incentive type promotions to attract new tiers, to reward loyal

customers, and to increase the repurchase rates of occasional users.

New tiers are of three types

59

 Users of another brand in the same category.

Users in other categories and

Frequent brand switches.

Sales promotions often attract the brand switches, because users of other

brands arid categories do not always notice or act on a promotion. Brand

switches are primarily looking for low price, good value or premiums.

Sales promotion are unlikely to turn them into loyal brand users; Sales

promotions are used in markets of high brand users. Sales promotions

are used in markets of high brand similarity, produce a high sales

response in the short run but little permanent gain in market share. In

60

markets of high brand dissimilarity, sales promotions can alter market

share more permanently.

Sellers often think of sales promotion as designed to break down brand

loyalty, and advertising as designed to build up brand loyalty. Therefore,

an important issue for marketing managers is how to divide the budget

between sales promotion and advertising.

Ten years ago marketing managers would decide what they needed to

spend on advertising and put up the rest on sales promotion. Today

marketing mangers first estimate what they need to spend in trade

promotion, then what they need to spend in consumer promotion and

whatever is left they will budget for advertising .

61

A study conducted by Brown has revealed the following:-

Sales promotion yield faster response in sales than advertising

does.

Sales promotions do not tend to yield new, long term buyers in

mature markets because they attract mainly deal prone customers

who switch among brands as deals become available.

Loyal brand buyers tend not to change their buying patterns as a

result of competitive promotion.

Advertising appears to be capable of increasing the prime franchise

of a brand.

62

There is also evidence that price promotions do not permanently build

total category volume. They usually build short term volume that is not

maintained. Small share competitors find it advantageous to use sales

promotion, because they cannot afford to match the large advertising

budgets of market leaders. Nor can they obtain shelf space without

offering trade allowance or stimulate consumer trial without offering

consumer incentives. Price competition is often used by a small brand

seeking to enlarge its share, but it is IT less effective for a category leader

who growth lies in expanding the entire category.

Sales promotion seems most effective when used together with

advertising. In one study, point-of purchase displays related to current TV

63

commercials were found to produce 15% more sales than similar displays

not related to such advertising. In another, a heavy sampling approach

along with TV advertising proved more successful than either TV alone or

TV other coupons in introducing a product.

SELECTING THE SALES PROMOTION TOOLS

Sales promotion tools are selected keeping in view the sales promotion

objectives. These, objectives are derived from broader promotion

objectives which are derived from more basic marketing objective d for

the product. The specific objectives set for sales promotion will vary with

the type of target market.

64

For consumers objectives include encouraging purchase of larger size

units, building trial among non-user and attracting switches away from

competitors brands.

For retailers objectives inducing retailers to carry new items and high

level of inventory, encouraging off season buying, encouraging stocking of

related items, offsetting competitive promotions, building brand loyalty of

retailers and gaining entry into new retail outlets. For the sales force,

objectives include encouraging support of a new product or model,

encouraging more prospecting and stimulating off-season sales.

Many sales promotion tools are available to accomplish these objectives.

65

The main sales promotion tools are designed for consumer promotion,

trade promotion and business promotion.

CONSUMER PROMOTION TOOLS:

The main consumer promotion tools include samples, coupons, cash

refund offers, price packs, premiums, prizes, patronage awards, free

trials, product warrantees, tie-ins, and point-of-purchase displays and

demonstrations.

SAMPLES:

They are offers of a free amount or trial of a product to consumer. The

sample might be delivered door to door, sent in the mail, picket up in a

store, found attached to another product or featured in a advertising offer.

66

Sampling is the most effective and most expensive way to introduce a

new product.

COUPONS:

They are certificate entitling the bearer to a stated saving on a purchase

of a specific product. Coupons can be mailed, enclosed in or on other

products, or inserted in magazine and newspaper advertisements.

CASH REFUND OFFERS:

Cash refund duffers or rebates are like coupons except that the price

reduction occurs after the purchase rather than at the retail shop. The

consumer sends a specified proof of purchase to the manufacturer who in

turn refunds part of the purchase price by mail.

67

PRICE PACKS:

Price packs are offers to consumers of savings off the regular price of a

product flagged on the label or package. They may take the form of a

reduced price pack which is single packages sold at a reduced price, or

banded pack, which is t related products banded together (such as a

toothbrush and toothpaste). It is very effective in stimulating short term

sales.

PREMIUM (OR GIFTS):

Merchandise deferred at a relatively low cost or free as an incentive to

purchase a particular product. A with-pack premium accompanies the

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product inside (in pack) or on (on pack) the package. This may include

reusable container, T-shirts, combs etc.

PRIZES:

They are offers of the chance to win cash, trips, or merchandize as a

result of purchasing something

FREE TRIALS:

They consist of inventing prospective purchasers to try product without

cost in the hope that they will buy the product.

TIE IN PROMOTIONS:

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In a tie in promotion, two or more brands or companies team up on

coupons, refunds, and contests to increase their pulling power.

Companies pool funds in the hope of broader exposure.

POINT-OF PURCHASE (POP) DISPLAYS AND DEMONSTRATIONS:

They take place at a point of purchase or sales. A five foot high cardboard

display of a product next to the shelf where the product is stored is an

example.

70

Apart from these contests, exchange schemes, service discounts, easy

installments and finance offers are also employed.

In developing a sales promotion program, the marketer must make further

decisions to define the full promotion programme. The marketer has to

determine the size of the incentive to offer. A certain minimum incentive

level will produce more sales response but at a diminishing rate.

Conditions for participation have to be established. Incentives might be

offered to everyone or to select groups. A premium might be offered only

to those who turn in box type or proof-of-purchase seals. Sweeps takes

might not be offered in certain states or to families of company personnel

or to persons under a certain age.

71

Then the marketer has to decide on the duration of promotion. If the sales

promotion p is too short than many prospects will not be able to take

advantage and if its too long then the deal may lose some of its act now

force. According to one researcher the optional frequency is about 3

weeks per quarter.

The marketer must choose a distribution vehicle e.g., a 15% off coupon

can be distributed in the package, store mail or advertising media.

The timing of promotion must be established and finally the marketer

must determine the total sales promotion budget.

72

In spite of the extra precautions, steps taken by the marketers, there are

certain problems which are faced by them as far as sales promotion is

concerned.

First of all promotions might decrease long run brand loyalty by making

more consumers deal prone rather than advertising prone.

Second promotions can be more expensive than they appear and some

are inevitably distributed to wrong consumer e.g. nonswitches, always

switches and the companys own customers.

In spite of all these problems, sales promotions will continue to play a

growing role in the total promotion mix.

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DIFFERENT SALES PROMOTIONAL TECHNIQUE USED BY

DIFFERENT CTVS COMPANIES:

AKAI

Akai may be termed as the single most important factor for this on rush

of promotion schemes in the CTV market. The schemes initiated by Akai

triggered a rush, with the result of every manufacturer following this path.

Being the first to think of these schemes as a tool and utilizing them as

fast as possible Akai has gained a lot.

74

SAMSUNG

Samsung was also one of the early ones to resort to sales promotion

techniques. The schemes which had been initiated by Akai, have been

offered by Samsung also. Samsung has also been a gainer in this race.

VIDEOCON

Videocon has also come up with some igneous schemes. It is the only

company offering the money back schemes. The sales promotion

schemes have been of great help to Videocon. Videocon had been

slipping in its sales from the 3rd quarter of 1998. These sales promotion

techniques have helped in stalling the slide.

75

BPL

BPL is the leader in the TV market. Through its consistent brand building

it had achieved the status of best quality Believe in the Best. But since

the coming of global players, and more since the Akai Phenomenon BPL

has not coped well with market. It has shown a very lukewarm response

in offering promotional schemes, offering only price cuts. They have opted

for the strategy of portraying quality through non conformance of such

schemes.

But BPL seems to be losing, at least in the short run.

76

SONY

The largest manufacturers of TVs in the world, with the best quality offer

is not seen to be making much of an impact in the Indian market. Sonys

brand image is of quality and in the price conscious Indian market they

always have a weakness.

LG

LG does not offer any promotional schemes. On the contrary it has used

this on rush of price cuts and exchange offers to its advantage. It has

created an image of better quality as can be understood by its punch line,

what you could be missing at discounted prices.

77

PHILIPS

One of the major players in the Indian T.V. market. In the eighties it was

the market leaders but has gone down in the last decade or so. Today it is

one of the middle rung companys. it has participated fully in the

promotional scheme race and has offered various kinds of schemes. The

schemes have reduced it loss, without the schemes it could have lost a lot

of its share. But by competing on the promotional schemes it stands

unhurt.

ONIDA

This brand which was supposed to arouse envy in others, has been

showing unenviable results. It has not participated fully in the various

78

schemes. Its advertisement and promotional schemes are seen very

infrequently. It offers the exchange schemes only in the 14 CTV category.

THE BENCHMARK BRAND

All
brands
LG
28.9
Samsung 22.6
Onida
16.1
Sony
16
Videocon 14.1

LG

Samsung Videocon Onida Sansui Sony Akai BPL Philips

36.2
32.3
25.6
41.2

30.6
22.2
24.4
28.4

13.5
14.2
18.4
14.7
-

79

14.7
12.8
12.2
22.5

9.4
9.2
8.9
3.8
9.8

21.8
16.1
15.8
14.7

4.1
2.8
5.7
3.2
5.9

7.1
6.9
12
10.3
18.6

5.3
2.8
1.9
6.4
3.9

LG IS THE BRAND THAT MOST CONSUMERS CONSIDER BEFORE

MAKING PURCHASE in the tables below, on the horizontal

axes are the brands bought and n the vertical axes are the top

five brands considered. The all brands column shows the

percentage of buyers who considered a particular brand but did

not buy it. For instance, 28.9% of the people who bought non

LG CTVs, also considered LG. All other figures indicate the

percentage of buyers who considered a particular brand but did

not buy it. For instance , 30.6% of those who bought Samsung

CTVs, also considered LG.

80

Source: Business world Feb., 2009

81

RESEARCH METHODOLOGY
RESEARCH DESIGN

The research design is the basic framework which provides guidelines for

the research process. It is a map according to which the research is to be

conducted. The research design specifies the methods for data collection

and data analysis.

After having discussed the CTVs market and consumer buying behavior

in general, the present chapter Research Design has proposed to high

light

the

objectives,

hypothesis,

measurement techniques etc.

82

data

collection,

sampling

arid

DATA COLLECTION METHOD

The date use is primary in nature. The questionnaire were designed and

these questionnaires were asked to be filled up by the respondents.

The following techniques were adopted for date collection.

PRIMARY DATA primary data was collected through questionnaires.

SAMPLING METHOD

The sample for the survey was selected at random. For this, the surveyor

attempted to get the information from respondents. Respondents were

interviewed at random from the sites chosen.

Sample size 250

83

ANALYSIS METHOD

Prior to collection of the data or actual field work a pilot study was

conducted in order to analyze the degree of proper framing of the

questionnaire. The dummy data so collected was used to develop an idea

regarding specific information that is required to carry out the actual

research.

OBJECTIVES OF STUDY

84

The main objective of this study is to analysis is detail the consumer

behavior towards CTVs. The objective of the study can be stated as

follow:

To study the market position of different brands of CTVs at Meerut.

To study the influence of T.V. advertising in making decision.

To study the post purchase action.

To study the effect of different sales promotion tools after

purchasing it.

85

ANALYSIS OF DATA

On the basis of the project carried out & questionnaires filled we have following

conclusion on each question.

Table 1 Which brand of CT.V. do respondents have?

Brands

No of respondents
( owners)

BPL

15

Philips

10

LG

78

Onida

24

Vediocon

12

Sony

25

Samsung

59

Others

27

Total

250

86

87

Table 2

Which factor influence you most in making CTVs purchase decision?

Factors

No. of

Respondents
TV Ads

182

Salesmen

20

Newspapers

33

Radio

Others

Total

250

88

89

Table 3

HAVE YOU EVER CHANGED YOUR BRAND?

Response

NO of

respondent
Yes

195

No

55

Total

250

90

22%
YES
NO
78%

table - 4

If some one takes advice from you for purchasing a CTVs, which

brand you would recommend?

Response

No. Of
respondents

Same brand

165

Other brand

82

No say

3
91

Total

250

1%
33%

66%

92

SAME
OTHER
NO SAY

table 5

Do You Think That Guarantee And Warrantee Play Some Role In Purchasing

Brand?

Response

No. Of
respondents

Yes

164

No

86

Total

250

93

94

Table 6

What Is Your Profession?

Respondent

No. of

category

respondents

Students

35

Doctors

21

Businessmen

37

Teachers

23

Servicemen

78

Others

56

Total

250

95

96

ANALYSIS OF CUSTOMER SURVERY

AWARENESS ABOUT
NAME OF AREA
DEFENCE COLONY
JAGRITI VIHAR
SHASTRI NAGAR
SHRADHAPURI
PANDAV NAGAR
MEERUT CANTT.

LG IN %
84%
63%
55%
54%
48%
71%

AWARENESS ABOUT LG IN %
71%

84%

48%

63%
54%

55%

DEFENCE COLONY

JAGRITI VIHAR

SHASTRI NAGAR

SHRADHAPURI

PANDAV NAGAR

MEERUT CANTT.

Inference:
84% respondents are used LG colour TV in Defence colony.
71% respondents are used LG colour TV in Meerut Cantt.
63% respondents are used LG colour TV in Jagriti Vihar
97

 rests of respondents used LG colour Television in Shastri Nagar, Shardhapuri,

Pandav Nagar.

The views and attitude of the customer is the most vital element
assessing the overall effect and advertisement cast upon the target
market and finally through word-of-mouth results in the desired objective
of an advertisement being fulfilled i.e. purchase of the product by the
target customer.

Therefore, the more the company is heard of through its advertisement

the more is the recall-value, which is the ultimate parameter to assess the
effectiveness.

The respondents in the survey were very quite well informed about the
company .Even a major share of the rural population were familiar with
the name of the company and its logo, as an increasing proportion of the
rural and semi-rural population have

come to trust in the companys

product for their quality and before this even price seems to be and
avoidable consideration.

Out of the sample of 150 respondent from 6 towns, a strikingly higher

proportion i.e. 93% have heard of the LG. This shows that the name and
98

goodwill of the company is being

given an ear to and the name is

speaking of itself. Among the various towns, the highest percentage is 95

for A-class locality Meerut Cantt. and 95 for B-class locality Jagriti Vihar.
In addition, the advertisements are attractive enough to have been seen
by 92 % of the sample. Again, among locality-wise breakup the highest
percentage for advertisement being seen is grabbed by Defense colony
and Meerut Cantt with 84% and 71% respectively.

Out of the total sample, 37% respondents have already used/ are using
the products of LG. A class locality, Defence /colony has highest number
of the users (64%) and lowest for Jagriti vihar (25%).the user breakup for
the various products shows that maximum respondents have used CTV
and lowest number of users is for MWO.

To measure the effectiveness of advertisements., the response for the

various question that are included are about the recall of the
advertisement, slogan and the logo, the percentage of the respondents.
Who think or ever thought of buying the products of LG after viewing the
advertisement, was also analyzed.
99

This lead to the assessment of the effect and advertisement have over the
customer and finally achievement of the objective of positive altering the
purchase behavior. This shows that advertisements are attractive and
impressing enough to have generated the feeling of buying the product
and least once, in the minds of 76% of the respondents.
When enquired about the media, upon analysis it was found that TV
seems to be the best choice with 93%, followed by nearly the same voting
for Print and banner/ Hoarding {65% and 25% respectively}.
Analysis shows that the advertisement recall is 44%.
In addition, Logo recall is 72% that proves that the LG logo is attractive
and which, casts and everlasting impression Meerut Cantt showed 100%
logo recall.
In contrast, the poorest is the slogan recall with barely13% .the heist
slogan recall is for Meerut Cantt with 25%

When asked about the wish to buy products of any brand other than LG
,the analysis shows that the highest preference went to BPL with31% and
it leaves for behind the second highest percentage for Samsung with 29%
and others.

100

PROBLEM AND LIMITATIONS

OF THE PROJECT
There are a large number of small and big localities in the
area .it was a difficult task to cover to may towns and cities
in such a short span of time .
Hence ,only 6of them were selected namely defence colony
,Jagriti Vihar,Shastri Nagar,Sharadhapuri, Pandav Nagar,Meerut
Cantt representing A-Class ,B-Class,& C-Class localities .
Exclusive dealer of the company, were also inquired where
sometimes delays occurred and repeated visits were made on
account of concerned person unavailable or busy.
Only 150 odd customers were covered in the project and that too
equally divided in the 6 localities selected, which is in fact a small
sample to represent the population.
Customer awareness and negligence was also a problem since
many of them tend to walk away from the TV screen as soon as
advertisement break commence in during and after the schedule
of programs and films.

101

 Only a small fraction of customers reading national dailies is one

of the factors of their not coming across advertisements and
without which advertisement effectiveness cannot be judge.

Locating dealers selling brands other than LG was a difficult task.

Their views seemed necessary in getting an overall picture.
Many of them out rightly refused to entertain the questionnaire.

Contacting the various eligible customers and probing in detail

about various features of the advertisements, improvements in
it , advertisement of the competitors, their suggestions etc.
Sometimes proved a difficult job. Many times appointments were
taken and were cancelled at the last minute.

102

CONCLUSION
The conclusion drawn are totally dependent on the response of the

respondents as they have been analyzed

1. according to our analysis in CTVs nearly 31.2% of the respondents

owned LG CTVs. Samsung seems not too far from LG, it has 23.6%

share among respondents Sony & Onida have 10% & 9.6%

respectively.

2. To find out the most influencing medium, we consider many media.

After analysis we conclude that T.V. is the most influencing medium.

There are many other sources except T.V. which influence the

103

consumer in making purchase decision. Other source may by

through friends, own vision, family members etc.

3. The introduction of a new brand, by itself do not lead the customer

to change the brand but it may

4. We include that 66% of the total respondents advice the other

person to purchase the same brand what they have purchased.

5. Before this study we assumed that guarantee / warrantee play a

very important role in making purchase decision but analyze in the

table no. 5 conclude 66% of the total respondents were influenced

by the guarantee / warrantee.

104

6. It concludes that distributors have much influence on the consumer

in making purchase decision.

7. Respondents of low income (less than Rs. 5000) are either satisfied

or partially satisfied with their brand after sales services.

8. Major part of the respondents (whose income is less than l 5000)

believed in the guarantee / warrantee facility and purchased the

CTVs on such scheme.

9. The respondents whose income are between Rs. 5001 & Rs. 10000

purchase the CTVs at reasonable price or high price. Very few

respondents purchase the brand of low price.

105

SUGGESTIONS
The suggestions made as per the study and observations of the survey.

The scope of the study is a however limited.

1. Focus to be shifted towards major fraction of Indian society;-

The company should strive to engross itself deeper into the lives of

the major fraction of the Indian society.i.e. the rural and the semi-

urban population.

2.

Choose effective Media T.V. advertisement is the most

influencing medium. So the unpopular brand manufacturer should

adopt this to advertisement in the market. Other than T.V. medium,

106

other media such as friends, family member have weighted

influence in making purchase decision. So here word-of-mouth

communication plays a very important role. So the marketer should

try to present message to the audience so that they can perceived

as what they were advertising.

3. Proper Customer relationship During the analysis we find that

33% of total respondents advice to purchase other brand when they

were asked to give advised in purchasing the CTVs. So the

marketers should persuade them to make positive attitude.

Marketers should contact directly

107

4. Brand promotion If we see overall analysis, guarantee and

warrantee play some important role in making purchase decision.

Marketers of all brand should provide such type promotion. They

feel some fear about the existence before purchasing the brand.

This type of fear can be abolished by such type promotional

facilities.

5. Identify decision influencer Distributor is the most important

influencer in making purchase decision, distributor should not

exaggerate about the brand.

108

6. Strong R&D power Company should have R&D department to

search the new development in the feature, quality, price level, etc.

so that the consumer can not turn to new product.

7. Post

Purchase

Behavior

Manufacturer

should

watch

continuously the consumers post purchase action what they are

advising to the other people.

8. Scheme awareness Company have to provide all details related

to promotion, company scheme and discount.

9. Exclusive Demo company have to ensure dealer and sales

personal are more willing and ready to provide demonstration

improve sound output / volume.

109

10.

New Products Ensure that the company is innovative and

introduces new products to meet new customers needs .

11.

Sound Communication Makes sure the sales staff shows

better ability to listen, understand and answer query.

QUESTIONNAIRE
1. Which brand of CTVs do you have?

(i)

(iii)

BPL

Philips

(ii) Videocon

(iv) Sony

(v)

LG

(vi) Samsung

(vii)

Onida

(vii) Other

110

2. Which factor influence you most in making CTVs purchase decision?

(i)

TV advertisement

(ii)

Salesman

(iii)

Newspaper

(iv)

(v)

Radio

Other

3. Have you ever changed you brand?

(i)

(ii)

Yes

No

111

4. If someone takes advises from you purchasing a CTVs, which brand

you would recommend?

(i) Same brand that you have purchased

(ii) Other brand that you have not purchased

(iii) No comment

5. What do you think about the level of price of your brand (tick any one)

(i)

It has high price

(ii) It has reasonable price

(iii) It has low price

112

6. Do you think that guarantee and warrantee play some role in

purchasing you brand?

(i)

Yes

(ii)

No

7. Did you agree with the advice given by distributor at the time of

purchasing?

(i)

Yes

(ii)

No

8. Were you satisfied after sales service?

(i) Satisfied

113

(ii) Partially Satisfied

(iii) Partially Dissatisfied

(iv) Dissatisfied

114

9. In which range of income per month you lie?

(i) Below Rs. 5000

(ii) Between Rs. 5001 and Rs. 10,000

(iii) Between Rs. 10,001 and Rs. 20,000

(iv) Above Rs. 20,000

10. What is you profession?

(i)

Student

(ii

Doctor

(iii

Businessman

(iv)

Serviceman

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(v)

Others

BIBLIOGRAPHY
Marketing Research (Author- G C Beri)
(Publish by Tata McGraw Hill Publishing Co. LTD., New Delhi)
Third Edition (2002)
Marketing Management (Author- Rajan Sexana)
(Publish by Tata McGraw Hill Publishing Co. LTD, New Delhi)
Second Edition (2001)
Marketing Management (Author- R S Sexana)
(Publish by Himalaya Publication, New Delhi)
Ninth Edition (2000)
Marketing Management (Author- Philip Kotler)
(Publish by Pren Tice-hall of India PVT. LTD., New Delhi)
Ninth Edition (2002)
Research Methodology (Author- Bhandrai)
Print 2004, second edition
WEB SITE:
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www.lgindia.com
www.google.com
www.rediffmail.com
www.ultavista.com

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