A Study on

CONSUMER BEHAVIOUR ON LG TELEVISION AT

LG ELECTRONIC PVT LTD

A Project Report Submitted in Partial Fulfillment of the Requirement for the Award of the degree of

Bachelor of Business Management

Submitted By E.V.ManiKiran Regd. No: 2009-1009062

Under the guidance of Smt. Shahazadi Shaik

GVP College for Degree and PG Courses (Autonomous) Affiliated to Andhra University (Accredited by NAAC with B++) Gayatri Valley, Rushikonda Campus, Visakhapatnam-530045.
2009-2012

STUDENT DECLARATION
I will take pleasure in declaring that the project work that is undertaken by me is an original and authentic work done by me. This project is being submitted In partial fulfillment for award of degree of Bachelor Of GVP College For Degree and PG Businees Management in Courses(Autonomous) The content of this report is based on the information collected by me during my tenure at LG Electronics Ltd. at Vizag for two months of training from 5th of May to 5th July 2011.

Place: Date:

Signature E.V. Mani Kiran 2009-1009062

Guide Certificate This is to certify that Mr. E.V. Mani Kiran bearing college register 20091009062 has completed the project entitled A Study on consumer behaviour on LG Television under my guidance. This project is based on the original study and has not formed a basis of awarding any other Degree/Diploma by any university or institute.

Place : Date :

Signature: Smt. Shahazadi Shaik Gayatri Vidya Parishad College

Acknowledgement
It is indeed of great moment to pleasure to express my senses of per found gratitude & indebtness to all the people who have been instrumental in making my tanning a rich experience. I got the opportunity to do a challenging project in LG ELECTRONIC (INDIA) The project is the important part of our study and gives us a real practical exposure to the corporate world and it is almost impossible to do the same without the guidance of peoples in and around us. Specifically the summer training of from 5th of May to 5th of July that is generally termed as the partial fulfillment of our program holds extreme importance for our whole career. Similarly while doing the topic Market Survey on LG consumer durables & dealer development as a summer trainee I took many my projects in help. It gives me immense pleasure to acknowledge LG ELECTRONICS INDIA Ltd., which has been nice enough to give me a chance to do my summer training and providing me wonderful support through out my training period and afterward. I am thankful to MR. Swamy(Branch Manager) for allowing me to do my research in his office by knowing my interest in doing research on LG consumer durables and dealer development research I am grateful for his exceptional support for my study throughout these eight weeks. I have learned the meaning of marketing and professionalism from this great personality. I also thank to I would like to take this opportunity to extend my heartfelt gratitude to:

Mr.R.V.Swamy (Branch Manager) I am also grateful to the Shop Manager, and the Distributor I worked with. The entire experience has been very encouraging and will certainly help me stand in good stead throughout my Career in Future. I also thanks to my project guide Smt. Shahazadi Shaik on her guidance during my project. I also thank to my college director Smt.Rajini for giving me chance to get such an experience and giving me chance to get an industrial experience.

CONTENT PAGE Page 7-16: Chapter 1: Introduction Page 17-36: Chapter 2: Industry Profile Page 37-49: Chapter 3: Company Profile Page 50-54: Chapter 4: Conceptual Profile Page 55-92: Chapter 5: Findings, Analysis and Interpretation Page 93-95: Chapter 6: Summary and suggestions

CHAPTER 1 INTRODUCTION

Consumer Behaviour
Definition:
According to the American Marketing Association, Consumer Behaviour is defined as "the dynamic interaction of affect and cognition, behaviour, and environmental events by which human beings conduct the exchange aspects of their lives." More generally, Consumer Behaviour is the psychology behind Marketing and the behaviour of consumers in the Marketing environment. Cognitive Psychology and Social Psychology are the two major psychological disciplines of Consumer Behaviour. Cognitive Psychology is the study of mental behaviours. The Attention, Perception, Comprehension, and Decision Making are the various aspects of cognitive psychology that play an important role in Consumer Behaviour. Social Psychology is the study of the manner in which the personality, attitudes, motivations, and behaviors of the individual influence are influences by social groups. Today, many brand marketers and advertisement agencies believe that one-toone marketing is a key ingredient in the marketing mix. They share the opinion that adding a large dose of up close and personal interaction sparks consumer behaviour. Consumer behaviour Study of how people behave when obtaining, using, and disposing of products and services. Consumer jury test a method of testing advertisements that involves asking consumers to compare, rank, and otherwise evaluate the advertisement

TYPES OF BUYING-DECISION BEHAVIOUR Consumer decision making varies with the type of buying decision. The decisions to buy shampoo, a cricket bat, a digital television, a new car are all very different. Complex and expensive purchases are likely to involve more buyer deliberation and more participants. It consist of four different buying behaviour, i.e. Complex buying behaviour, Dissonance- Reducing buying behaviour, Habitual buying behaviour, and VarietySeeking buying behaviour.

Complex Buying Behaviour:

Complex buying behaviour involves three steps. First, the buyer develops beliefs about the product. Second, he or she develops attitudes about the product. Third, he or she makes a thoughtful choice. Consumers engage in complex buying behaviour when they are highly involved in purchases and aware of significant differences among brands. This is usually the case when the product is expensive, bought infrequently, risky, and highly self-expensive.

Dissonance-Reducing Buying Behaviour:

Sometimes the consumer is highly involved in a purchase but sees little difference in brand. The high involvement is based on the fact that the purchase is very expensive, infrequent, and risky. If the consumer finds quality differences in the brands, he or she might go for the higher price. If the consumer finds little difference, he or she might simply buy on price or convenience. Habitual Buying Behaviour: It occurs under the conditions of low consumer involvement and little significant brand difference. They simply go to store and reach for a brand. If they keep reaching for the same brand, it is out of habit rather than strong brand loyalty. Consumers appear to have low involvement most low-cost, frequently purchased products. Variety-Seeking Buying Behaviour: Consumer undertakes variety-seeking buying behaviour in situations characterized by low involvement but significant brand differences. Here, consumers often do a lot of brand switching. Brand switching occurs for the sake of variety rather than dissatisfaction.
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The buyer decision process

The buyer decision process consists of five stages: need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Clearly, the buying process starts long before actual purchase and continues long after. Marketers need to focus on the entire buying process rather than on just the purchase decision.

The figure implies that consumers pass through all five stages with every purchase. But in more routine purchases, consumers often skip or reverse some of these stages.

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Need Recognition:
The buying process starts with need recognitionthe buyer recognizes a problem or need. The need can be triggered by internal stimuli when one of the persons normal need hunger, thirst, sexrises to a level high enough to become a drive. A need can also be triggered by external stimuli.

Information Search:
An interested consumer may or may not search for more information. If the consumers drive is strong and satisfying product is near at hand, the consumer is likely to buy it then. If not, the consumer may store the need is memory or undertake an information search related to the need. Evaluation of Alternatives: The marketer needs to know about alternative evaluationthat is, how the consumer processes information to arrive at brand choices. Unfortunately, consumers do not use a simple and single evaluation process in all buying situations. Purchase Decision: In the evaluation stage, the consumer ranks brands and forms purchase intentions. Generally, the consumers purchase decision will be to buy the most preferred brand, but two factors can come between the purchase intention and purchase decision. The first factor is attitudes of others, the second factor is unexpected situational factor.

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Post-Purchase Behaviour: The marketers job does not end when the product bought. After purchasing the product, the consumer will be satisfied or dissatisfied and will engage in post purchase behavior of interest to the marketer. If the product falls short of expectations, the customer is disappointed; if it meets expectations, the consumer is satisfied; if it exceeds expectations, the consumer is delighted.

Factors influencing consumer behaviour

Consumers do not make their decisions in a vacuum. Their purchases are highly influenced by cultural, social, personal, and psychological factors. For the most part, they are non controllable by the marketer but must be taken in to account. We want to examine the influence of each factor on a buyers behavior.

Personal Factors:
The buyers decisions are influenced by personal factors such as the buyers age, life-cycle stage, occupation, economic circumstances, life style, and personality. Age: people change the goods and services they buy over their life times. Tastes in food, clothes, furniture, and recreation are often age related. Life cycle: the stage through which families might pass as they mature over a time. Marketers often define their target market in terms of life cycle stage and develop appropriate products and marketing plan for each stage. Traditional family life cycle stages include young singles and married couple with children. Non traditional stages such as unmarried couples, singles, marring later in life, childless couple, same sex couples, single parents, extended parents and others.
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Occupation: A persons occupation affects the goods and services bought. Marketers try to identify the occupational groups that have an above average interest in their products and services. A company can even specialize in marking products needed by a given occupational group. Economic circumstances: A persons economic circumstances will affect economic choice. Marketers of income-sensitive goods watch trends in personal income, savings, and interest rates. If economic indicators point to a recession, marketers can take steps to redesign, reposition, and reprice their products closely. Lifestyle: People coming from the same subculture, social class, and occupation may have quite different lifestyles. Lifestyle is a persons pattern of living as expressed in his or her psychographics. Lifestyle captures something more than the persons social class or personality. Psychological factors: A persons buying choices are influenced by for major psychological factorsmotivation, perception, learning, beliefs and attitudes. Motivation: A person has many needs at any given time. Some needs are biogenic; they arise from psychological states of tension such as hunger, thirst, or discomfort. Others are psychogenic; they arise from psychological states of tension such as need of recognition, esteem, or belonging. A need becomes a motive when it is aroused to a sufficient level of intensity. A motive is a need that is sufficiently pressing to drive the person to act.

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Perception: A motivated person is ready to act. Perception is the process of selecting, organizing and interpreting information inputs to produce meaning. Perception depends not only on the physical stimuli, but also on the stimulis relation to the surrounding field and on conditions within the individual. The key point is that Perception can vary widely among individuals exposed to the same reality. Learning: When person act, they learn. Learning involves changes in an individuals behavior arising from experience. Most human behavior is learned. Learning theorists believe that Learning is produced through the inter play of derives, stimuli, cues, responses, and reinforcement. Beliefs and Attitudes: Through doing and learning, people acquire beliefs and attitudes. This in turn influences buying behavior. A belief is a descriptive though that a person holds about something. Peoples beliefs about a product their buying decisions. Individual learns attitudes through experience and interaction with other people. Consumer attitudes toward a firm and its products greatly influence the success or failure of the firm's marketing strategy. Social Factors: Consumer wants, learning, motives etc. are influenced by opinion leaders, person's family, reference groups, and social class.

Opinion leaders: An opinion leader is the person in informal, product-related communication who offers advice or information about a specific product, such as which of several brands is best or how a particular product may be used. Roles and Family Influences: Role...things you should do based on the expectations of you from your position within a group. People have many roles. Husband, father, employer, etc. Individuals role are continuing to change therefore marketers must continue to update information. Family is the most basic group a person belongs to. Marketers must understand: that many family decisions are made by the family unit consumer behavior starts in the family unit family roles and preferences are the model for children's future family family buying decisions are a mixture of family interactions and individual decision making family acts an interpreter of social and cultural values for the individual. Reference Groups: Individual identifies with the group to the extent that he takes on many of the values, attitudes or behaviours of the group members. Families, friends, sororities, civic and professional organizations. Any group that has a positive or negative influence on a persons attitude and behaviour. The degree to which a reference group will affect a purchase decision depends on an individuals susceptibility to reference group influence and the strength of his/her involvement with the group. Social Class: An open group of individuals who have similar social rank. Social class influences many aspects of our lives. Social class determines to some extent, the

types, quality, and quantity of products that a person buys or uses. Lower class people tend to stay close to home when shopping, do not engage in much pre-purchase information gathering. Family, reference groups and social classes are all social influences on consumer behaviour. All operate within a larger culture Cultural factors: Cultural factors exert a broad and deep influence on consumer behaviour. The marketer needs to understand the role played by the buyers culture and subculture. Culture: Culture is the set of basic values, perceptions, wants, and behaviors learned by a member of society from family and other important institutions. Every group or society has a culture, and Cultural influences on buying behavior may vary greatly from country to country. International marketers must understand the culture in each International market and adapt their marketing strategies accordingly. Sub-culture: Culture refers to the set of values, ideas, and attitudes that are accepted by a homogenous group of people and transmitted to the next generation. Culture also determines what is acceptable with product advertising. Culture determines what people wear, eat, reside and travel. Cultural values in our country good health, education, individualism and freedom. Culture can be divided into subcultures: geographic regions Human characteristics such as age and ethnic background.

Culture affects what people buy, how they buy and when they buy. Understanding Consumer Buying Behavior offers and are consumer oriented. consumers greater

satisfaction. We must assume that the company has adopted the Marketing Concept

OBJECTIVES OF THE STUDY

The primary objective of the study is to known about the consumer behavior towards the purchase of LG television. To know the popularity of LG television in Visakhapatnam city. To know the market share of LG television in Visakhapatnam city.

To know the satisfaction level of current user of LG television.

RESEARCH METHODOLOGY METHODOLOGY The report has been prepared as per the information obtained from two sources. They are: 1. Primary data 2. Secondary data 1. Primary data: In primary data collection, we collect the data our self with the help of questionnaires. The key point here is that the data we collect is unique to us and our research and, until we publish, no one else has access to it. There are many methods of collecting primary data and the main methods include: QUESTIONNAIRES: Questionnaires are a popular means of collecting data, but are difficult to design and often require many rewrites before an acceptable questionnaire is produced. INTERVIEWS: Interviewing is a technique that is primarily used to gain an understanding of the underlying reasons and motivations for peoples attitudes, preferences or behaviour. Interviews can be undertaken on a personal one-to-one basis or in a group. They can be conducted at work, at home, in the street or in a shopping centre, or some other agreed location.

OBSERVATION: Observation involves recording the behavioural patterns of people, objects and events in a systematic manner. The primary data included the information collected from the: 1. Proprietor, manager and employees of LG Enterprise. 2. Structured questionnaire 2. Secondary data: Secondary data includes A. Data from various magazines B. Internet C. Brochures D. Books E. Newspapers etc

Research design: Descriptive Sample Universe: Bhatkal Sampling plan: Data collected has been analyzed and interpreted by using simple percentage method and finally the data is presented in graphs and charts. Sampling frame: House wives. Sample unit : Each house hold in 4 major area: Dwarakanagar, Akkayyapalem, MVP Colony, and Muralinagar. Sampling Technique: Convience sampling method used. Desired sample size: A sample size of 100 respondents was specified. Research instrument: structured questionnaire

Limitation 1. The present study is subjected to following LIMITATIONS 2. Times was the major limiting factor as the time allotted to conduct survey was not enough. 3. Some respondent were irresponsive.
4. The research is directly concerned with the study of consumer behavior and

achieving absolute mathematical accuracy was not possible. 5. Method of data collection was through personal and therefore bias becomes a major limitation. 6. Due to the time constraints all the customers were not covered.
7. The sample was restricted to 300 customers, which may restrict the scope and

completion of study. 8. The scope of study is restricted only to the twin cities of Bhatkal.
9. Owing to their pre occupation some customers were unable to answer the

complete questionnaire.

CHAPTER 2 INDUSTRY PROFILE

Executive summary
Indian Consumer durables market used to be dominated by few domestic players like godrej Voltas allwyn and kalvinater. But post liberalization much foreign company have entered into Indian market dethroning the Indian player and dominating Indian market the major categories in the market CTV, REFRIGRATOR, AIR CONDTIONERS AND WASHING MACHINE 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 Korean companies has been maintaining the lead in the industries 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 the industry. The rising income levels double-income families and consumer awareness are the main growth drivers of the industries. Consumer durables major LG Electronics India Pvt Ltd (LGEIL) will invest nearly Rs 500 crore in India this year in research and development, brandbuilding and other marketing initiatives. The company, having a turnover of Rs 9,500 crore and market share of 26 per cent, is investing Rs 360 crore on brand-building and other marketing initiatives and around Rs 140 crore on research and development, besides launching new platforms in information technology and related areas,

LGs innovative 211 campaign to provide quality after-sales service, will also be expanded from the existing 22 to 40 cities by next month, The campaign, for which IT infrastructure has been set up, includes the companys response to customer complaint within two hours. The fixing time for complaints varies from one hour to a maximum of 24 hours. Scope of project This project gives me great exposure to the consumer durable market because it includes product knowledge and the filed job in which I have visited the store comes under the region of Vizag.During this project I also took part in the exhibition of LG which held for the purpose branding and awareness of LG product. This project helps me to know the market practically. My job was during this project to see the market share and also the display share of the LG product in the store. LG always insist the 50% display share of LG product because LG believes that JO DIKHTA HAI WO BIKTA HAI. My job include while visiting the shops 1. Calculate the display share of the LG product in every shop which comes under Vizag region. 2. Collect the data of actual monthly sale of the LG product in every shop. 3. Check the availability of LG catalogue and the POPs in the store. 4. Find out the problems that the dealer are facing while sailing the LG product. 5. Find out the costumer response for the LG product by asking the owner of the shop. 6. Find out the distributer name from whom they purchasing their product and also weather they have direct dealership and which brand. 7. Check that demo calls are attended or not

Key findings:1. By calculating the display share we found that in most of store LG has 50% display share almost all categories. 2. By the actual monthly sale of particular store we came to know the capacity of the store and how much product can they sale. 3. It helps us to know that weather dealer is capable of being a direct dealer of LG or not and it also helps to find out the new dealer who are capable of being the dealer of LG. 4. We also came to know while visiting the shops that there was big problem of after sale service. 5. Many dealers were facing the problem of after sale service because there is no follow up calls from LG. 6. Demo calls also not done properly.

INTRODUCTION Before the liberalization of the Indian economy, only a few companies like Kelvinator, Godrej, Allwyn, 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. Today, these players control the major share of the consumer durables market. Consumer durables market is expected to grow at 10-15% in 20112012. 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 are 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 (CTVs) are no longer considered luxury items. However, there are 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.

Classification of consumer durables sector 1. Consumer electronic include vcd/dvd, home theatre, music player, color television (CTVs), cameras, camcorders, portable audio, Hi-Fi, etc 2. White goods include dishwashers, air conditioners, heaters, washing machines, refrigerators, vacuum cleaners, kitchen appliances, nonkitchenappliances, microwaves, built-in appliances, Tumble dryer, personal care product etc. 3. Moulded luggage include plastics 4. Clocks and watches 5. Mobile phones 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 $400 billion by on 2012. 3. India has the youngest population amongst the major countries. There are 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 are 56 million people in middle class, who are earning US$4,400US$21,800 a year. And there are 6 million rich household in India.
5. The upper-middle and high-income household in urban areas are expected

to grew to 38.2 million in 2012 as against 14.6 million in 2011.

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. Threats Higher import duties on row materials. Cheap imports from Singapore, China and from other Asian countries.

Brands in consumer electronic sector MNCs LG SAMSUNG HYUNDAI BPL SALORA TCL HAIER IFB BELTAK ) ) ) ) ) ) ) JAPAN HOLLAND OSKAR PHILIPS PANASONIC SHARP HITACHI SANSUI AKAI AIWA WHIRLPOOL ELECTROLUX TODAY 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 LG, SAMSUNG the two Korean companies has been maintaining the lead in the industries with LG being leader in almost all the categories. The company, having a turnover of Rs 9,500 crore and market share of 26 per cent, is investing Rs 360 crore on brand-building and other marketing initiatives and around Rs 140 crore on research and development, besides launching new platforms in information technology and related areas, ) ) CHINA GODREJ VOLTAS T-SERIES WESTON ) ) ) KOREA ONIDA VIDEOCON BUSH CROWN NATIONAL REGIONAL

LG Electronics is one of the leading companies in the field of electronics with a global presence in many countries. . Before briefing, I have divided the introduction part into two main sub parts. 1. LG Global 2. LG India History of company The company was originally established in 1958 as Gold Star, producing radios, TVs, refrigerators, washing machines, and air conditioners. The LG Group was a merger of two Korean companies, Lucky and Gold Star, from which the abbreviation of LG was derived. The current "Life's good" slogan is a backronym. Before the corporate Name change to LG, household products were sold under the Brand name of Lucky, while electronic products were sold under the brand name of Gold Star. The Gold Star brand is still perceived as a discount brand. In 1995, Gold Star was renamed LG Electronics, and acquired Zenith Electronics of the United States. Global Operation LG Electronics is playing an active role in the world market with its assertive global business policy. As a result, LG Electronics controls 110 local subsidiaries in the world with around 82,000 executive and employees.

LG Group 1. LG.Philips LCD 2. LG Chemical 3. LG Telecom 4. LG Powercom 5. LG Twins 6. LG Dacom Business areas and main products Mobile communications (a) (b)GSM (c) (d)Cellular Phones Digital appliance a) Air Conditioners, b) Refrigerators, c) Microwave Ovens, d) Washing Machines, e) Vacuum Cleaners, f) Home Net, g) Compressors for Air Conditioners and Refrigerators 3G CDMA Handsets, Handsets, Handsets,

Digital display a) Plasma TVs, b) LCD TVs, c) Micro Display Panel TVs, d) Monitors, e) PDP Modules, f) OLED Panels, g) USB Memory, h) Flat Panel Computer Monitors

Digital media a) Home Theater Systems, b) DVD Recorders, c) Super Multi DVD Rewriters, d) CDRW, e) Notebook PCs, f) Desktop PCs, g) PDAs, h) PDA Phones, i) MP3 Players, j) New Karaoke Systems, k) Car Infotainment

VISION Global Top 3 by 2012 Global Top 3 Electronic/Telecommunication company

GROWTH STRATEGY Fast innovation, Fast growth

CORE COMPETENCY Product leadership, Market leadership, People leadership

CORPORATE CULTURE No excuse, we not I, Fun workplace

SLOGAN "Life's Good" represents LG's determination to provide delightfully

smart products that will make your life good.

The LG Electronics Life's Good signature consists of the LG logo , seal , and the slogan , "Life's Good" set in Charlotte sans typeface curved around the LG symbol . The curving of the slogan reinforces LG's personality and uniqueness . The consistent usage of this signature clearly establishes the unique identity of the company and unifies every division and product from LG Electronics across the globe .

THE SYMBOL The symbol of LG is the face of future. The letter L and G in a circle symbolizes world, future, youth, humanity & technology.LG philosophy is based on humanity. It also represents LGs efforts to keep close relationship with our customers around the world.

The symbol consists of two elements. 1. The logo in LG gray 2. The stylized image of human face in the unique LG red color. Red color represents our friendliness and gives a strong impression of LGs commitment to deliver the best. The circle symbolizes The Globe. The stylized image of a smiling face in the symbol conveys Friendliness and Approachability. The one eye on the symbol represents Goal-oriented, Focused & Confident. The slogan of LG is Lifes Good. It expresses Brands Value, Promises, Benefits , Personality.

THE PARTNERSHIP
LG Electronics chooses to promote harmony and build constructively on a labormanagement relationship rather than an employee-employer relationship. This illustrates that management and workers are not in a vertical relationship, but in a horizontal one. This culture is necessary for LG Electronics as it strives to become one of the world's top companies. Such a relationship is transformed into a value-creation relationship whereby both parties endeavor to address mutual problems and create new values together.

STRATEGIC ALLIANCE LG Electronics is making technical advances and identifying business opportunities through various associative relationships with some of the world's leading companies. LG Electronics is striving to become number one in the world by mingling in various business and technological fields and making strategic alliances with world famous companies. "Strategic association between corporations," in which companies with different infrastructures cooperate in the fast-developing 21st century business field, is of key significance in terms of strengthening the existing industry and creating a new one.

LG Electronics will do its best to create new products and services with an open mind, while developing new technologies and business fields through various associations with some of the world's most successful companies. 1. 2. SUN 3. YAHOO 4. PHILLIPS 5. TOYOTA 6. MICROSOFT 7. HP 8. GOOGLE 9. GE 10.INTEL 11.NORTEL 12.HITACHI 13.PRADA 14.RENESAS 15.TOSHIBA 16.BESTBUY 3M

And the number follows many more.. In Feb. 2007 LG Electronics and Yahoo formed a strategic alliance. Yahoo mobile services will be available from LG mobile. This service is targeting 10 million LG mobile phones in over 70 countries. In Mar. 2007 LG Electronics and Google formed a strategic alliance. Both companies will work together to release, market, and offer LG mobile phones with Google services (search engine, map, email, and blogs.)

LG BRAND IDENTITY:The brand of LG is delightfully smart. LG strives to enhance the customers life and lifestyle with intelligent features, institutive functionality and exceptional performance. The brand platform:The LG brand is composed of four basic elements 1. Value 2. Promise 3. Benefits 4. Personality

The Brands core Value that never changes.

a. Trust, b. Innovation, c. People d. Passion The benefits that are consistently delivered to the customer includes Reliable products Simple Ease of use Extraordinary Experience Personality describes the human characteristic that are expressed to the customer through Trustworthy, Considerate Practical, Friendly design

The Internal Culture of LG: LG practices four cultures 1. Learning Culture 2. Boundary less Environment 3. A Carrier 4. Growth According to LG, the Learning Culture continuously helps the employee to learn more and more to develop the habit of continuous learning. Boundary less Environment means that there is no difference between the levels of employees. There is transparency between the work and mutual understanding between all the employees. A carrier is highly growing in LG and one who is the employee can develop their carrier largely. A new comer will feel fully comfortable in the company and for a new comer the company is very helpful in the overall growth of personality. Growth in LG is very high for those who are in the company and for those who want to join in LG. The company is growing with fast innovation and the BLUE Ocean strategy is one of the examples of growth.

Mission The mission of LG is to provide the customers with utmost satisfaction through leadership. The fundamental policy of development is to secure product leadership that the Customers may have the utmost satisfaction.

Product Leadership We are focusing on six development areas to become the product leader. 1. New Machine 2. Reliability 3. Conventional Installation 4. Environment Friendly Product 5. Low Noise & Vibration 6. Energy Saving

Quality Innovation The policy of quality assurance is to provide customers with utmost satisfaction by supplying zero defects. LG proceeds in a hierarchal manner. It is named as LG WAY. From top to bottom: No.1 LG - is the VISION Jeong-DO Management is LGs unique application to ethics. LG will succeed through fair management practices and constantly developing our business skill. A) Honest with our customer b) Providing great values to customer through constant innovation & and development. c) Equal opportunities d) Equal Treatment Management Principle - Creating value for customer

Code of conduct of LG: 1. Responsibility and obligations to customers : Respect for Customers Creating Value Providing Value 2 Fair competition

Pursuit of Free Competition Compliance with Laws and Regulations 3 Fair Transaction :

Equal Opportunity Fair Transaction Procedure Support and Aid for Business Partners 4 Basic Ethics for Employees

Basic Ethics Completion of Duty Self Development Fairness in Performance Avoidance of conflict with company interest 5 Corporate Responsibilities to employees

Respect for human dignity Fair Treatment Promoting Creativity 6 Responsibilities to society and country

Rational Business Development Protection of stock holder interest Contribution to social development Environmental Conservation

CHAPTER 3 COMPANY PROFILE

LG INDIA: 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). LG set up a state-of-the art manufacturing facility at Greater Noida, near Delhi, in 1998, with an investment of Rs 500 Crores. LG corporate office is located at Plot no.51, Udyog Vihar, Kasha Road, Greater Noida, India. This facility manufactured Color Televisions, Washing Machines,

AirConditioners and Microwave Ovens. ''Company is setting up a chain of exclusive premium showrooms. LG plans to launch 60 premium Brand Shoppes by the end of the first quarter of this year. At present, LG has a total of 83 LG stores across the country, of which 45 are shoppes and 38 are exclusive stores. Brand shoppes will be placed in the premium segment and the target audience will comprise buyers interested in premium and high end products. LG Brand Shoppe goes beyond the concept of a normal exclusive store by having a more interactive environment and additional lifestyle orientation on display so that the customer can actually experience the LG products in his or her own home settings. LG Electronics India Ltd (LGEIL), consumer durables leader with 27% market share, is planning a brand new image. To attract inspirational and young consumers across India, company will roll out a new marketing strategy. The exercise will cost the company Rs 360 crore.

LG today.

Electronics

India

is

the

fastest

growing

company

in

the

consumer electronics, home appliances, and computer peripherals industry

LG Electronics is continually providing, superior technology products & value for money to more than 50 lakh households in India. LGEIL is celebrating the 11th anniversary this year. LG Soft India the innovation wing of LG Electronics in Bangalore is LG Electronics' largest R&D centre outside Korea. We at LGSI focus on niche technology areas such as mobile application development, digital video broadcast and biometrics software and support LG Electronics with our expertise. Motivated by a passion for technology, a strong work culture and loyalty to the organization, we are determined to see LG become one of the top three brands globally. Prominent consumer electronic company, LG Electronics Inc. has said that it expects the sale of its products in India to up by 15 per cent in 2008. Moon Bum Shin, managing director of LG Electronics India has said that the company has earmarked 4.8 billion rupees for investment purpose in India this year. The said money will be used to market as well as manufacture new products. LG Electronics, which is originally a South Korean Company with branch in India, informed that its sales of GSM mobile phones, color televisions, air conditioners and other household goods in the Indian market was to the tune of 95 billion rupees ($2.4 billion) in 2007. As per Shin's estimate, the sales in 2008 wer around 110 billion rupees. In order to achieve its target, Shin said LG Electronics will concentrate on catering to the high-end consumer market which will help boost sales this year. India churns out six (6) per cent of LG Electronics global revenues of $42 billion. The Indian branch of LG exports to 40 countries.

India challenges The challenges faced by LG when entered in Indian market 1. Low brand awareness about LG in India. 2. One of the last MNCs entered in India (Samsung, Panasonic entered in 1995 in India). 3. High import duty 4. Compitition from local market players and other MNCs in consumer durable segment. 5. Price sensitiveness of the Indian consumer LGEI over comes these challenges to emerge as Innovative marketing strategy 1. Launch new technologies in consumer electronic and home appliances. 2. LG was the first brand to enter in cricket in big way a way, by sponsoring the 1999 world cup followed it up in 2003 as well. 3. LG brought in four captains of the Indian cricket team to endorse its products. LG invested more then US$ 8 million on advertising and marketing in this sport.
4. LG has differentiated its product using technology and health benefits.

CTV has

Golden eye technology Air conditioner has

Health air

system and microwave ovens have the Health wave system.

Local and efficient manufacturing to reduce the cost To overcome high import duties LG manufactures TV refrigerator in India at manufacturing facility at Noida and Pane. LGEI had already commissioned contract manufacturing at Mohali Kolkata and Bhopal for CTVs. This has helped LGEI to reduce cost. LGEI implementing the Digital manufacturing system (DMS) as the cost cutting innovation this system is follow-up to the six sigma exercise LGEI had initiate earlier. R&D potential LG has the research and development facilities in Bangalore and Pune. Both the unit carry out R&D department for the domestic as well as the parent company it also dose customize R&D for the specific countries to which it export product. Regional channel and wide distribution network 1. LG has adopted the regional distribution channel in India. All the distributers work directly with the company. This has resulted in quicker rotation of the stock and better penetration into B, C, D, class market. 2. LG also follows the stock rotation policy rather then dumping stock on channel partners.

Product localization:1. Product localization is the key strategy used by the LG 2. LG came out with market. 4. LG was the first brand to introduce gaming in TVs in continuations of its association with cricket LG introduce cricket game in CTVs MAJOR KEY SUCCESS FACTORS 1. Innovative marketing - LG was the first brand to enter cricket in a big way, by sponsoring the 1999 World Cup and followed it up in 2003 as well. 2. Local and efficient manufacturing to reduce cost - To overcome high import duties, LG manufactures PC monitors and refrigerators in India at its manufacturing facility at Noida, Delhi. 3. Commissioned contract manufacturing at Mohali, Kolkata and Bhopal for CTVs. 4.Product localization - Product localization is a key strategy used by LG. It came out with Hindi and regional language menus on its TV. 5.Regional distribution model - This has resulted in quicker rotation of stocks and better penetration into the B, C and D class markets. 6.Leveraging Indias IT advantage - LG Electronics has awarded a contract to develop IT solutions to LG Soft India (LGSI). The project involves development and support for ERP, SCM, CRM and IT-enabled services for LG. Hindi and regional language menus on its TVs. sampooma for the rural 3. Introduced the low-priced Cineplus and

Strategies adopted by the organization LG follows 10 commandments which are as follows. 1. Foster working environment-5S Environment 2. Fast execution is key to success 3. Transparent and fast communication-open communication 4. Update market -knowledge -Demographics 5. Win -Win relationship with the trade partners 6. Customer is the king 7. Even Billing -Road to ach supplier A 8. Be in touch with the market (70% Market, 30% Office). 9. Plan and Execute annual marketing Calendar-Time to market 10.Display share of 50% -to get 50% consumer share.

LG market share of consumer appliances and consumer electronic:LG position of CTV in various states in India

LG position of REF in various states in India

LG position of WM in various states in India

LG position of AC in various States in India

LG position of Audio & Home Theater in various in India

LG position of DVD in various in India

LG position of MWO in various states in India

This analysis is based on the ORG survey conducted by LG which represent the LG position of different consumer durables in various states in India. I select different brand in different category as per the market share and the demand of product in market. This analysis represents the LG market position during the period of March 2008. It shows that LG has captured maximum market share almost in every category. LG and Samsung have the maximum market in consumer durable market but LG dominate the almost all the category in consumer durable. Prominent consumer electronic company, LG Electronics Inc. has said that it expects the sale of its products in India to up by 15 per cent in 2008. Moon Bum Shin, managing director of LG Electronics India has said that the company has earmarked 4.8 billion rupees for investment purpose in India this year. The said money will be used to market as well as manufacture new products.

LG Electronics, informed that its sales of GSM mobile phones, color televisions, air conditioners and other household goods in the Indian market was to the tune of 95 billion rupees ($2.4 billion) in 2007. As per Shin's estimate, the sales in 2008 would be around 110 billion rupees. In order to achieve its target, Shin said LG Electronics will concentrate on catering to the high-end consumer market which will help boost sales this year. India churns out six (6) per cent of LG Electronics global revenues of $42 billion. The Indian branch of LG exports to 40 countries. Shin remarked that the company was targeting an increase of exports to $400 million in 2011 from $3000 million in 2010.

LG PUNE LG Pune is the branch office of LGEIL. It is located in J.M.Road In 2004 LGEIL opened second factory which is located in Ranjangaon. This plant manufactures all product including DVD writers and GSM mobiles. Thus it became first company to manufacture DVD writer in India. The ODP plant aims to reach a manpower base of 1500 people and an investment of Rs 300 crore till 2010. LG India will become the export hub for LG Worldwide, catering to the Middle East and African markets. The company aims to touch an export turnover of $3 billion by 2010 from India, which will contribute to 30 per cent of the Indian arm's turnover. Pune, India, October 6, 2004 -- LGE announced 3 growth strategies aimed at the 1.1 billion people of India making the Indian market the second largest global production base following China. Under this strategy LGE has projected 2007 revenues in India which exceeded US$10 billion, 10 times that in 2004. The three strategies for the Indian market that the global electronics giant disclosed. included: penetrates the south-western market of India through the new Pune plant near Mumbai, the second largest city in India, in addition to the existing northern plant; installs a new GSM handset production line in the new Pane plant and uses it as its second-largest global GSM handset production line after the Qingdao plant in China; and expands the current 750 R&D staff in India to 4,500 by 2012, striving to develop premium products and export 30% of India-manufactured products to Asia, Middle East and Africa markets by 2012.

LG Electronics second new plant in Pune, India covers a total area of 211,200 square meters and is currently equipped with a production line to manufacture 600,000 TVs and one million refrigerators a year. The company is set to add production lines of air conditioners, washing machines, monitors, and electronic ovens, by 2012. Also, LG Electronics is poised to install a GSM handset production line in the new Pune plant by early next year. The Pune GSM handset line envisages a capacity of manufacturing 2 million handsets annually, and the company expands it to become a global GSM handset production base with a capacity of an annual 10 million units by 2012. In connection with its three growth strategies for the Indian market, LG Electronics will invest a total of US$150 million in establishing facilities and boosting R&D efforts in India by 2007. Specifically, it will invest US$53 million in the Pane second plant, another US$43 million in establishing the GSM line, and US$54 million in securing R&D manpower and boosting other efforts. Through these strategies, LG Electronics aims to penetrate the global market by using China and India as its core production bases, while operating its plants in Changwon and Gumi, Korea, as its main production bases. This way, the company is pushing to penetrate the global home appliance market. The present capacity of the facility is of 1 lakh unit per year and it shall cater to the need of the domestic markets. LG plans to upscale its operations to a figure of 2.5 lakh units a year in the near future. The Pane plant in addition to its current manufacturing facility at Greater Noida will enable the company to enhance its consumer reach and reiterate its commitment towards providing superior technology products to the India consumer.

The key strategies being implemented include increasing the number of its regional offices from six to eight. LG has split its southern regional office into two, one comprising the states of Tamil Nadu and Kerala and the other consisting of Andhra Pradesh and Karnataka. In addition, it has split one of its northern regional offices by making Uttar Pradesh a separate region after spinning it out from Delhi NCR. The other four regional offices take care of East, Gujarat and Madhya Pradesh, Maharashtra & Goa and Punjab, Haryana & Rajasthan respectively. In the coming year, LG is also repositioning its marketing spends, resulting in a significant increase in its mass media expenditure for better brand visibility. LG had a marketing budget of Rs 320 crore in 2009 with a 60:40 split in favor of below-the-line activities. Next year, the company plans to increase the share of mass media even as overall marketing spends would be raised by just about 1015%.

LG Pune is the branch office of LGEIL.It is located in J.M.ROAD The organization structure is -one branch manager, one chief accountant, and area sales manager of CE, HA separate for GSM, Marketing manager for CE, HA and separate for GSM.The Pune branch has warehouse at wagoli.

Distribution and Marketing The company has number of dealers and warehouses. They have LG exclusive shopee. For the marketing of the products a number of activities are followed 1. Exhibitions are conducted from time to time. 2. Society and college activities are conducted. 3. Hoarding, Posters, banners are used so as to grab the attention of the costumers. 4. Day to day advertisement in leading newspaper. 5. Discount at festival time. 6. 7. 8. For dealer relationship they arrange dealer meting at several time in the year LG divide dealer in gold silver etc. category to know the performance of the dealers. They have their sales persons at various sub dealer store and at mordent trade store for particularly for the promotion of the LG product. 9. LG also uses the radio FM for the promotion activities. 10.Also provide capon and scratch card for festive season.

The logistics (Supply Chain Management) Visit to warehouse of LG in Vijayawada Logistics is the art and science of managing and controlling the flow of goods, energy, information, and other resources like products, services, and people, from the source of production to the marketplace. It is difficult to accomplish any marketing or manufacturing information, packaging. without logistical support. It of involves logistics the integration is of and transportation, The operating inventory, warehousing, material handling,

responsibility

the geographical

repositioning of raw materials, work in process, and finished inventories where required at the lowest cost possible. Logistics Management is that part of the supply chain, which plans, implements and controls the efficient, effective forward and reverse flow and storage of goods, services and related information between the point of origin and the point of consumption in order to meet customers' requirements. 5Rs of Logistic followed by LG: 1. Right Time 2. Right Place 3. Right Condition 4. Right Cost 5. Right Handling

LG Vizag Distribution LG Vizag comes under the western Distribution Region. This region has following 1. Vizag 2. Vizianagaram 3. Srikakulam 4 Rajaam 5. Vijayawada The LG Factory is located at NOIDA & PUNE. There are three types of Warehouse1. Mother Warehouse 2. Branch Warehouse 3. Spare part warehouse The mother warehouse is that where the products from the factory are kept and from that warehouse, the products are sent to the branch warehouse. A warehouse is a commercial building for storage of goods. Warehouses are used by manufacturers, importers, exporters, wholesalers, transport businesses, customs, etc. They are usually large plain buildings in industrial areas of cities and towns. They come equipped with loading docks to load and unload trucks; or sometimes are loaded directly from railways, airports, or seaports. They also often have cranes and forklifts for moving goods, which are usually placed on ISO standard pallets loaded into pallet racks.

The warehouse is located near Vijayawada. It is 13670 sq. feet in area. In warehouse 7 locations is set up for the products. Loc 1, Loc 2, Loc 3, Loc 4 , Loc 5 ,Loc6, Loc 7 Loc 1 - selling Loc 2 - second sale Loc Loc Loc Loc 7 - for repair 5s of warehouse, which the LG strictly follow. 1. Sweeping 2. Sorting 3. Systematic Arrangement 4. Simplification 5. Self- discipline 3 4 6 write court insurance off case claim material material

Loc 5 - destroy the item

In warehouse, the products are pinup with 3-color paper to get the knowledge about the delivery. 1. Red Card - To stop the product going into market, 2. Green card - To allow the product for delivery in market, 3. Yellow Card - After the product labeled with green, allow this to move in market Distribution Time: Local delivery Upcountry delivery Within 200 km. Beyond 200 km. - 4 hrs. - 12 hrs. - 24 hrs. - 48 hrs.

The above distribution time is the time of delivery of products from warehouse to the market place, which the logistic department follows to fulfill the demand in the market at right time. In LG, we have the following process, which is followed in logistic through ERP. Order Processing Invoicing Indenting Report Order Processing Invoicing Indenting Report booking for dealers /distributors after billing process/bill generation requirement (Pdt Unit to branch unit) distributed to all

In warehouse, there are two mode of dispersion of product from one place to another within. a) Hydraulic b) Manual In addition, there are 35 fire extinguishers to prevent the accidental hazard within the warehouse due to fire. These fire extinguishers are valid up to year 2011. One has to follow the rule of NO Smoking within the warehouse

Logistics Ten Commandments - Golden Rules 1 - Warehouse 5S - to be strictly followed - FG - 2, 5 & 7 to be properly maintained. 2 - 100% Bar-coding for all inward & outward transaction. 3 - Follow standard pick ship process religiously. 4 5 No inventory mismatch, shortage or excess Nil 30+ for FG - monthly 2, 3 100% physical & 5. stocktaking. 6 - Nil transit damage. 7 - File insurance claim within 2 days. Settle all claim all within 30 days. 8 - No inter branch transfer without HO clearance. 9 - PSI feeding into system by 25th of every month. Ensure 90% accuracy. 10 - Apply physical FMFO.

CHAPTER 5 FINDING ANALYSIS AND INTERPRETATION

The data collected with the help of questionnaires is tabulated and analyzed. 1. Classification as per ownership of Television Que.No1: Do you own a Television?

Response
Yes No Total

No. Of Respondents
95 5 100

Percentage
95 5 100

From the survey it was found that 95% of homes are having television and 5% may go for future purchase.

2. Classification as per company-wise ownership Que.No2: which brand of Television do you own?

Company
LG ONIDA VIDEOCON Other Total

No. Of Respondents
44 19 15 22 100

Percentage
44 19 15 22 100

From above data it was found that 44% of homes are having LG TV 19% are using Onida, 15% are using Videocon and 22% using other brands.

3. Classification based on source of information for the purchase Que. No 3: From where did you get information about LG tv?

Source Of Information
ADVERTISEMENT FRIENDS RETAIL OUTLETS OTHERS TOTAL

No. Of Respondents
18 11 12 3 44

Percentage
41 25 27 7 100

From above data collected most users are influence by advertisement (i.e. 41%) 25% are influence by family and friends, 27% of user influence by retail outlet by visiting there.

4. Classification based on main reason for purchasing Que.No.4: what all you take in account before taking LG tv?

Reasons For Purchase

QUALITY PRICE BRAND IMAGE OTHERS TOTAL

No. Of Respondents
16 11 14 03 44

Percentage
36 25 32 7 100

From the above data 36% of user go because of quality, 25% user because of price and 32% of user because of brand image. Most of user buy LG TV because of quality and brand image.

5. Classification based on model-wise ownership Que.No.5: Which model of LG T.V do you own?

Model
L G FLATRON L G GOLDEN EYE L G LCD OTHERS TOTAL

No. Of Respondents
23 18 02 01 44

Percentage
52 41 4.5 2.5 100

From the above data more than 50% of user is having LG Flatron, 41% of user are having LG golden eye, 4.5% of user are having is LG LCD. More user are go for LG flatron and LG golden eye because of economic range.

6. Classification based on size ownership Que.No.6: Which size of LG T.V do you own?

Size Of T.V
15 INCH 21 INCH 29 INCH OTHERS TOTAL

No. Of Respondents
11 31 02 00 44

Percentage
25 70.5 4.5 00 100

29

From above data 25% of user are having 15 inch and more than 70% of user are having 29 inch because it is widely accepted model television, 4.5% are using 29 inch.

7. Classification based on duration of usage Que.No.7: Since when you are using LG T.V?

Duration
LESS THAN 1 YEAR 1-2 YEAR 2-3 YEAR 4 AND ABOVE TOTAL

No. Of Respondents
11 09 16 08 44

Percentage
25 20.5 36.5 18 100

From the above data nearly about 37% user are using LG TV since 2 t o3 years, nearly about 21% are using 1 to 2 years, 25% are using less than one year and 18% are user are using 4 years and above.

8. Classification based on level of satisfaction Que.No.8: What is your level of satisfaction?

Satisfaction
FULLY SATISFIED SATISFIED SOME WHAT SATISFIED NOT SATISFIED AT ALL TOTAL

No. Of Respondents
14 21 09 00 44

Percentage
32 48 20 00 100

From the above data 32% of users are fully satisfied with their product, nearly about 50% of users are satisfied with their product and 20% of users some what satisfied because in this most of users are new.

9. Classification based on occupation of respondent: Que.No.9: What is your occupation?

Occupation
PROFESSION BUSINESS HOUSEWIWES OTHERS TOTAL

No. Of Respondents
28 20 39 13 100

Percentage
28 20 39 13 100

From the above data 39% of user are housewiwes, 28% of user are professionals, and 20% of user are belong business.

10. Classification based on qualification of respondent: Que.No.10: What is your qualification?

Qualification
UP TO SSLC GRADUATE POST GRADUATE OTHERS TOTAL

No. Of Respondents
31 42 09 18 100

Percentage
31 42 9 18 100

From the above data 42% of user are graduate 39%of user are upto SSLC and 9% user are post graduate.

11. Classification based on household monthly income of respondents Que.No.11: What is your household monthly income?

Household Income
UP TO 5000 5000-10000 10000-15000 15000 AND ABOVE TOTAL

No. Of Respondents
23 35 28 12 100

Percentage
23 35 28 12 100

From above data 43% of user belong to 5000 to 10000 income group, 33% of user are belong to 5000 income group, 19% of user are belong to 10000 to 15000 income group and 5% of user are belong to 15000 and above income group.

FINDINGS
Through the survey it was found that almost 95% of the respondents are having

TV in their home. The research shows that 44% of respondents own LG television.
The survey shows that reason buying the LG television is its quality and after

sales service.
Through massive advertisement consumer influence to purchase and switching

their brand to LG.

As per survey report shows 36% of respondent buy LG television because of

quality and 32% of respondent buy due to brand image.

By conducting survey it was found that there was only one service station and

authorised dealer in the city due to which the customer were inconvenient.

CHAPTER 6 SUMMARY AND SUGGESTIONS

SUGGESTIONS
LG electronics is perusing the vision of becoming a true global digital leader to achieve this. They need to improve quality of the product. Survey conducted by me the customer was not satisfied by quality of color in the television contrast and sound system. The customer are not satisfied by the after sales service provided by the company due to the delay in the after sales services provided by company.

Conclusion
From the study is conducted there is a 100% awareness about television is among the population , there are 45% are LG television user in Visakhapatnam city. Complex buying behavior is involved in purchase and aware of significant, difference among brands . LG has able to craft out in ten years a premium brand positioning in the Indian market and is today most preferred brand in the segment. 2006 has been landmark year for LG as the company achieved a monumental target of Rs 830 crs and reiterates its leadership in the Indian consumer durable industry.

CHAPTER 7 ANNEXURE

Dear sir/madam, I am student of GVP College for P.G. & Degree courses. As part of the curriculum of BBM degree, I am conducting a survey to prepare project report on CONSUMER BEHAVIOR TOWARDS LG TELEVISION. Therefore I kindly request you to spare some of the precious time to answer the following question. 1. Name: .. Address: .. Tel: mail: .

2. (a)Do you own Television? ( ) Yes ( )No If no jump to Q.No 9 (b)If yes mention its brand? ( ( )LG )Samsung ( ( ) Onida ) Other (Specify) ..

If LG television proceed, else jump to Quest no.10

3. From where did you get the information about LG T.V? ( ( ) Advertisement ) Retail outlets ( ( ) Friend ) Other (specify).

4. What all you take in account before taking LG tv? ( ( ) Quality ) Brand image ( ( ) Price ) Other (specify)

5. Which model of LG T.V do you own? ( ( ) LG Flatron )LG LCD T.V ( ( ) L G Flatron with Golden eye ) Other (specify)..

6. Which size of LG T.V do you own? ( ( ) 15inch ) 29inch ( ( ) 21 inches ) Other (specify).

7. Since when you are using LG T.V? ( ( )Less than 1 year )2-3 years ( ( ) 1-2 years ) 4 and above

8. What is your level of satisfaction? ( ( ) Fully satisfied ) Some what satisfied ( ( ) Satisfied ) Not satisfied at all

9. Which brand of T.V would you go for in future? ( ( ) LG )Samsung ( ( ) Onida ) Other (specify)

10.Any suggestions or recommendations on LG T.V? . . . .

Few personal questions: 11.Your occupation ( ( 12.Education ( ( ) Up to SSLC ) Post graduate ( ( ) Graduate ) Other (specify) ) Profession ) housewiwes ( ( ) Business ) Other (specify)

13.House hold monthly income ( ( ) Up to 5000 ) 10000-15000 ( ( ) 5000-10000 ) 15000 and above

Thanking you