Submitted by

M.VIJAY KUMAR
H T. NO. 092-08-115 PROJECT SUBMITTED IN PARTIAL FULFILLMENT FOR THE AWARD OF DEGREE

MASTER OF BUSINESS ADMINISTRATION

By

GRAHAMBELL P.G. COLLEGE

(Affiliated to Osmania University) THUMKUNTA, SHAMIRPET,SECUNDERABAD 500078.
(2008-2010)

DECLARATION

I, M.VIJAY KUMAR , a student of M.B.A (Marketing) here-by declare that the project report entitled CONSUMER PERCEPTION OF LG with special reference to LG ELECTRONICS at LG ELECTRONICS PVT. LTD, Uppal.

This project report is submitted in partial fulfillment of the requirement for the award of MASTER OF BUSINESS ADMINISTRATION from GRAHAMBELL PG COLLEGE affiliated to OSMANIA UNIVERSITY, Hyderabad, for the year 2008-2010.

Date: Place: M.VIJAY KUMAR

ACKNOWLEDGEMENT
A Good start leads to a Fine end. The ideal way to begin documenting this project work would be to extend my earnest gratitude to everyone who has encouraged, motivated and guided me to make a fine effort for successful completion of this project. I am very thankful to Mr/Mrs_____________, faculty of business management for guiding me throughout the project. My sincere Gratitude to the College Management for extending their co-operation for successful completion of my project. A final word of thanks goes to my Parents, Friends and everyone else who made this project possible. Your contributions have been most appreciated

CHAPTER-1

INTRODUCTION

INTRODUCTION TO MARKETING

Marketing is a social and managerial process by which individuals and groups obtain what they need or want through creating, offering, and exchanging products of value with others. This definition of marketing rests on the following core concepts: Needs, wants, and demands; products (goods, services and ideas); markets; and marketers and prospects. These concepts are illustrated

TRENDS: Marketing is not like Euclidean geometry, a fixed system of concepts and axioms. Rather, marketing is one of the most dynamic fields within the management arena. The marketplace continually throws out fresh challenges, and companies must respond. Therefore it is not surprising that new marketing ideas keep surfacing to meet the new marketplace challenges.

A growing emphasis on quality, value and consumer perception. A growing emphasis on relationship building and customer retention. A growing emphasis on building strategic alliances and networks. A growing emphasis on global thinking and local market planning. A growing emphasis on direct and online marketing. A growing emphasis on services marketing.

 A growing emphasis on ethical marketing behavior.

INTRODUCTION:
The projects deal with the consumer perception. The survey is conducted to know the perception of the customers who is having a Television of LG and other competitive brands. TELEVISONS: A television is the product produced by the different companies. It is used to entertain us. And we can know more information like news and much more information from the news channels. At present, there are many models available in the LG Company. PLASMA TELEVISION LCD TELEVISION MARQUIS PLUS SOUND MASTER GOLDEN EYE The companies, which produce televisions, they are:

LG BPL ONIDA SAMSUNG THOSHIBAOTHERS This project is done in regarding to the LG Colour television.

CONSUMER PERCEPTION

THEORATICAL PERSPECTIVE
Customer: Customer is defined as anyone who receives that which is produced by the individual or organization that has value. Customer expectations are continuously increasing. Customers seek out products and producers that are best able to satisfy their requirements. A product does not need to be rated highest by customers on all dimensions, only on those they think are important. Consumer perception: Consumer perception is a measure of how products and services supplied by a company meet or surpass customer expectation. It is seen as a key performance indicator within business. Disperception------------- Perception <Expectations Consumer perception-----Perception = Expectations Delight---------------------- Perception > Expectations Consumer perception is an ambiguous and abstract concept and the actual manifestation of the state of perception will vary from person to person and product/service to product/service. The state of perception depends on a number of both psychological and physical variables which correlate with perception behaviors such as return and recommend rate. The level of perception can also vary depending on other options the customer may have and other products against which the customer can compare the organization's products.

IMPORTANCE OF CONSUMER PERCEPTION:

Exceptional customer service results in greater customer retention, which in turn results in higher profitability. Customer loyalty is a major contributor to sustainable profit growth. To achieve success, a company must make superior service second nature of the organization. A seamless integration of all components in the service-profit chain employee perception, value creation, consumer perception, customer loyalty, and profit and growth links all the critical dynamics of top customer service.

Satisfying the customer is a race without finish." Vernon Zelmer

Many companies forget that satisfying customer needs and continuous value innovation is the only path to sustainable growth. This creates opportunities for new, smaller companies to emulate and improve upon what made their bigger competitors successful in the first place and steal their customers.

1. It costs between five and six times more to attract a new customer than to keep an existing one. 2 Companies can boost profits anywhere from 25 to 125% by retaining merely 5% more existing customers. 3. Only one out of 25 dissatisfied customers will express disperception. 4. Happy customers tell 4 to 5 others of their positive experience. Dissatisfied customers tell 9 to 12 how bad it was.
5. Two-thirds of customers do not feel valued by those serving them.

MEASURING CONSUMER PERCEPTION:

It's a well known fact that no business can exist without customers. Organizations are increasingly interested in retaining existing customers while targeting non-customers. Measuring consumer perception provides an indication of how successful the organization is at providing products and/or services to the marketplace. Companies conducting consumer perception research should strive to determine:

* What product and service issues are important to customers? * How does the subject company perform on these issues? * How do the issues impact future purchase intent?

* The second step is to select a survey methodology, considering population size, geography and demographics. The format and feedback should: * Accurately reveal status and performance. * Objectively understand the customer's perspective. * Provide actionable information for reaching total consumer perception.

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* Provide useful information on the marketplace and the competitive environment

Since, perception is basically a psychological state; care should be taken in the effort of quantitative measurement, although a large quantity of research in this area has recently been developed. Berry, Brodeur defined ten 'Quality Values' known as the ten domains of perception which influence perception behavior.

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These ten domains of perseption include: 1. Quality 2. Value 3. Timeliness 4. Efficiency 5. Ease of Access 6. Environment 7. Inter-departmental Teamwork 8. Front line Service Behaviors 9. Commitment to the Customer 10. Innovation These factors are emphasized for continuous improvement and organizational change measurement and are most often utilized to develop the architecture for perception measurement as an integrated model. Parasuraman, Zeithaml and Berry provide the basis for the measurement of consumer perception with a service by using the gap between the customer's expectation of performance and their perceived experience of performance. This provides the measurer with a perception "gap" which is objective and quantitative in nature. One of the indicators of a Companys health, Consumer perception, can be found through market analysis. Satisfied customers usually lead to more sales and profit, making it a strong indicator of company performance.

CRITERIA FOR CONSUMER PERCEPTION:

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1. Capability 2. Usability 3. Performance 4. Reliability 5. Installability 6. Maintainability 7. Documentation If a company wants to investigate it themselves, look at firm specific factors like business contacts, reputation, advertising, and brand name can help determine consumer perception. After recognizing the amount of consumer perception a company has and in which areas, strategies can be formed to help the company become more competitive.

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APPROACHES TO ACHIEVE CONSUMER PERCEPTION:

According to Adrian Thompson Consumer perception can be achieved by the following 7 approaches: 1. Encourage Face-to-Face Dealings & Honor the companys Promises 2. Respond to Messages Promptly & Keep your Clients Informed 3. Be Friendly and Approachable 4. Have a Clearly-Defined Customer Service Policy 5. Attention to Detail (also known as 'The Little Niceties') 6. Anticipate Client's Needs & Go Out Of Your Way to Help Them Out

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BENEFITS OF CONSUMER PERCEPTION:

1. Customers stay with the company longer. 2. Customers deepen their relationship with company. 3. Customers demonstrate less price sensitivity. 4. Customers recommended companys products or services to others.

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16

COMPANY PROFILE

17

HISTORY
Established in 1997, LG Electronics India Pvt. Ltd. is a wholly owned subsidiary of LG Electronics, South Korea. In India for a decade now, LG is the market leader in consumer durables and recognized as a leading technology innovator in the Information Technology and Mobile communications business. LG is the acknowledged trendsetter for the consumer durable industry in India with the fastest ever nationwide reach, latest global technology and product innovation. One of the most formidable brands, LGEIL has an impressive portfolio of Consumer Electronics, Home Appliances, GSM mobile phones and IT products.

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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 tried of beating industry norms started with the fastest ever-nationwide launch buy LG in a period of 4 and by months with the commencement of operations in may 1997. LG set up a state-of-the art manufacturing facility at Greater Noida, near Delhi, in 1998, with an investment of Rs 500 Crores. This facility manufactured color Televisions, Washing Machines, Air-conditioners and Microwave ovens. The greater Noida manufacturing unit line has been designed with the latest technology at par with international standards at Korea and is one of the most Eco-friendly units amongst all LG manufacturing plants in the world. LG has been able to craft out in five years, a premium brand positioning in the Indian market and is today the most preferred brand in the segment Various studies have shown that the consumer is well informed on the health awareness front. LG was one if the first companies who recognized the emerging change in consumer needs to differentiate their products on the basis of technology which appealed to the Consumer on the basis of health benefits. Its vision was to become a Health partner for its consumer worldwide and therefore formulated its corporate philosophy to make people lives better, convenience and healthier. The CTV range offered by LG has Golden eye technology; which senses the light levels in the room and adjusts the picture to make it more comfortable for the eyes. The entire range of LG air-conditioners

19

have Health Air System, which preserve the nutrition in food and washing machines have Fabric are System, which takes the health factor down to ones clothes. All the products offered by the company have unique technologies, developed by its R&D departments that give customers a healthier environment to live-in. The year 2001 witnessed LG becoming the fastest growing company in the consumer electronics, home appliances and computer peripherals industry. The company had till the month of October 2001 achieved a cumulativ4e turnover of Rs 5000 Crores in India since its inception in 1997, making it the fastest ever Rs 5000 Crores clocked by any company in the Indian consumer electronics and appliances industry. Having achieved this milestone, LG achieved another benchmark with the first ever sales of One Lakh ACs (Windows and splits in a calendar year). LG is poised to surpass its turnover target of Rs 2700 Crores this year and clock a turnover of Rs 3000 Crores. 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. This year, LG has emerged as the leader in Colour Televisions having set the sales target of one million units of color Television for 2002; LG has already achieved the one million mark in the month ahead of its target.

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LGEIL NO1 HOME ELECTRONICS IN INDIA:

Armed with fully localized marketing activities and had been operated for only 3 years. LG surpassed all local. Well known Foreign brands as SONY and succeed ed in securing leading positioning the market holding to the top market 5 share in four products such as Refrigerators (37%), large volume washing machines (35%), home Air Conditioners (35%), golden eye model color televisions (45%) and has recorded us $ 228 million in local sales. And an ordinary profit of US $ 13 million. LGEIL has also announced an accelerated thrust on IT line of Products for the year, including monitors in India and note bookcase, LCD TV monitors and finger print monitors etc. sales Contribution from IT line is expected to get doubled from current 10%To 20%.

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

IT INITIATIVES FOR 2003:

LG electronics has achieve its targeted turnover of Rs 2 billion from its IT range of products in 2000 and Rs 5 billion in 2001.Compared to an industry LGAR of 45%, LG has a growth of 100% over last year. It may increase its market share in the PC monitor segment from 24% in 2000 to 31% in 2001.

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% CONTRIBUTION BY PRODUCT CATEGORY TO TOTAL TURNOVER:

PRODUCT CATEGORY Consumer electronics Home appliances IT port folio 199 9 55% 45% --200 0 42% 48% 10% 200 1 40% 40% 20% 200 2 38% 39% 23% 200 3 37% 35% 28% 200 4 39% 41% 20% 200 6 40% 39% 21% 2007 43% 41% 16%

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

CREATING VALUE FOR THE CUSTOMERS:

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

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CREATING VALUE FOR THE PEOPLE:

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

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

GROWTH
1997: Rs 125 crores 1998: Rs 485 crores 1999: Rs 1056 crores 2000: Rs 1903 crores 2001: Rs 3000 crores 2002: Rs 4200 crores 2003: Rs 5300 crores 2004: Rs 6500 crores 2005: Rs 7800 crores 2006: Rs 8326 crores 2007: above Rs 9012 crores

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SALES AND MARKET SHARE:

LG achieved CTV growth of 38 percent in the CTV segment for the year 2001 and has emerged amongst the top three CTV brands in the industry. It has enhanced its market share in the CTV category from 8 percent last year to 10 percent in the current year. In the air conditioner segment, LG is the market leader with 30 percent share in the market. The company recorded a growth of 110 percent for the year. LG is also the marked leader in the Microwave category, cocking a growth of 114 percent for the said period. In the frost free Refrigerator segment LG recorded a growth of 57 percent over the last year while ion fully automatic washing machine segment, LG recorded a growth of 72 percent. While the consumer electronics and home appliances industry growth rate has been approximately 8-10 percent in 2001. LG electron has grown by a phenomenal 80 percent.

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PRODUCTS RANGE AND MARKET SHARE: COLOUR TV:

As per ASCON (Association council of confederation of Indian industry), 100 out of 125 industries surveyed posted moderate growth rate to high growth rate during FY 2001, while the consumer durable industry registered over 20% growth. The sales of CTV from 1988 to 1999has increased from 1.3mn units to 4.4mn units and the market share of LG CTV in comparing with other brands is 11% (FY 2000).

REFRIGERATOR:
As per ASCON (Association council of confederation of Indian industry), the refrigerator production showed a 55 YOY while the exports during the said period grew by 10% YOY. The market share of LG refrigerators in comparing with other companies is 7% (FY2001).

WASHING MACHINES:
As per ASCON (Association council of confederation of Indian industry), the washing machine production for FY01 increased buy 2.5 while sales rose by 2%. The washing machine market consists of two broad segments-semis automatic and fully automatic. The market share of LG washing machines in comparing with other companies is 10 % (1999).

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MICROWOVENS:
The microwave oven market is in nascent stage of development in the country. However with consumers in the past few months and in consonance with the demand supply theory, Prices have come down. Demand however, is likely to remain confined to the urban segment of the population with the phenomenon of nuclear families becoming a reality and with women moving out of their households in order to augment their family income, a microwave comes in handy to share the burden of household cores. In terms of volumes, the market has grown to 11000 units in 2001 and is expected grow to 150000 units in the current year. Sales have shown robust growth in the past two years with and estimated 29 percent spurt in sales recorded in 2001. The microwave market is likely to grow to 150000 units in the year 2002, out of total sales only 70 percent are slated or domestic consumption.

LG CO. Sales and market share comparison with others

COMPANY L.G. BPL ONIDA SAMSUNG AKAI MARKET SHARE 20.9% 19.1% 18.2% 18.2% 9.1% SALES UNITS 23000 21000 20000 20000 10000

27

OTHERS

14.5%

16000

It has planed to gold KG health waves scholarship in collaboration with Delhi pusa institute of hotel management. it will award a scholarship or Rs. 25000/- to deserving students. The company has introduced multi lingual cookery programs in VCDS that will be available Hindi, Marathi, Bengali, Gujrati, Tamil, Kannada, Malayalam, and Telugu.

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PRODUCT PROFILE

29

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

AUDIO VIDEO
The LG India product portfolio comprises of audio video and white good products. The audio video range comprises of colour televisions audio systems and video cd. LG has different range of varieties in colour television. The vision plus series represent the break through in technology achieved by LG on home theater on the individual room for CTVS. And also provided by this company 14, 21, 29 colour televisions are produced. And best competitor in the in the market place. And also 21 colour television give a 22 viewing experience while a 29 colour television give a 30 viewing experience.

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MARKETING STRATEGIES

To achieve the desired target, the companies have formulated various marketing strategies to meet their specific targets. Each player may have a unique set of strengths and weaknesses. The company will have to check different marketing strategies based on a systemic study of the underlying opportunities in the light of exiting strengths and barriers. While some have concentrated on the price cutting brand building, some have looked at improving distribution, Quality, perception, product competitiveness etc., LG electronics rightly understood the consumer motivation to create magnetic products, price them strategically position them sharply and keep making the magnetism more potent. Having understood the finer differences in consumer motivations it opted for sharp arrow reasons to buy differentiation over the blanket- all approach taken by most of the other players LGs strategy is to make their dealers its partners. The company believes that its future lies in e-commerce the objective is to have at least one million hits on their website in 2000 and develop 4000 internet dealers in FY2002 in additions to the exiting 3000 dealers nationwide. LG is the first company to offer consumers electronics on its Webster; LG offers attractive online financing options. The companys AD spent has increased from Rs. 240mn (FY1997) to Rs.700mn year (FY2002) and this year Rs. 800mn (FY2003). The Companies to extend their reach.

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RURAL MARKETING STRATEGIES

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

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BUSINESS STRATEGY:
MARKETING:
Marketing strategies are largely shaped by number of factors that Penetration levels of products. Position of market share of company. Competitors strategies. Changes in the consumer buying behavior. Changes in consum4er perceived needs. Changes in technology. A company used and highly successful marketing strategy is to make available to consumers such products and services features that mark them as different from the rest. LG strategy includes developing nontraditional channels of selling even while it continues to strength then it retail sales net work. include:

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LG plans for Financial year 2001 are :

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

1. LGs: Sport marketing and advertising:

LG spiced out three new contests to create world cup excitement. In an initive aimed at enhancing the consumer involvement with the brand LG during the world cup 2003 LG electronics India pvt. In April, LG was the official supplier of consumer electronics and home appliances, CD-ROMs handheld PCs and monitors for the world cup 2003, and ICC championship trophy is also sponsored by LG. it also sponsored the recent ICC world 2003 in south Africa. And also recent India and Pakistan cricket matches also sponsored by in this company.

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2. CUSTOMER SERVICES:
LG electronics has decided to give a strong push to strengthen its service network. It intends to increase the number of service points from 65 to 100. a string of consumer promos like free service weeks. Annual maintenance plan, loyality programs, special offers to previous buyers and honeymoon packages for newly wedded couples are in the pipeline.

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

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

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COLOR TELEVISIONS:

Models

Description LCD TV, 23 inch, HDTV Television, Resolution: 1366 x 768 pixels, Brightness: 450 cd/m

LG 23LS7D LCD TV, 26 inch, HDTV Television, Resolution: 1366 x 768 pixels, Brightness: 500 cd/m LG 26LC7DC LCD TV, 32 inch, HDTV Television, Resolution: 1366 x 768 pixels, Brightness: 500 cd/m LG 32LC7DC LCD TV, 37 inch, HDTV Television, Resolution: 1366 x 768 pixels, Brightness: 500 cd/m LG 37LC7D LCD TV, 42 inch, HDTV Television, Resolution: 1366 x 768 pixels, Brightness: 450 cd/m LG 42LC7D LCD TV, 47 inch, HDTV Television, Resolution: 1920 x 1080 pixels, Brightness: 500 cd/m LG 47LC7DF

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PLASMA MODEL TELEVISIONS

Plasma TV, 26 inch, HDTV Television, Resolution: 1366 x 768 pixels, Brightness: 500 cd/m
LG 26PC7DC

Plasma TV, 32 inch, HDTV Television, Resolution: 1366 x 768 pixels, Brightness: 500 cd/m
LG 32PC7D

Plasma TV, 50 inch, HDTV Television, Resolution: 1366 x 768 pixels, Brightness: 1500 cd/m
LG 50PC5D

Plasma TV, 47 inch, HDTV-Ready Television, Resolution: 1024 x 768 pixels, Brightness: 1500 cd/m
LG 47PC5D

Plasma TV, 60 inch, HDTV Television, Resolution: 1920 x 1080 pixels, Brightness: 1000 cd/m,
LG 60PY3D

Plasma TV, 42 inch, HDTV Television, Resolution: 1024 x 768 pixels, Brightness: 1500 cd/m,
LG 42PC5DC

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CHAPTER- II

38

OBJECTIVES OF THE STUDY

In a competitive marketplace where businesses compete for customers, consumer perception is seen as a key differentiator and increasingly has become a key element of business strategy. To achieve success, companies must generate repeat business, getting their customers to return again and again. And they do this by creating highly satisfied customers. It's the owner's concerted effort to determine the issues that drive consumer perception and then deliver on them. The only way to know whether the company is delivering on them is to measure continuously. The study is undertaken to analyze the customer perception of the LGEIL with respect to Television. To know the customer behavior of LG Color Television. To know the most influencing factors in decision making to To ascertain the customers level of perception with the product of To know the problems faced by the customer from the LG Color To know the consumer perception with the sound system of LG

purchase a CTVs. LGEIL. Television. Color Televisions.

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

PRIMARY DATA:
Primary data is an evolution data, which do not exist prior to initiating an evolution study. The scheduled questionnaire was administered to a sample of 70 people who own color Televisions and their responses have been collected personally for analyzing the consumer perception of LGEIL Color Televisions cities and villages.

SECONDARY DATA:
Secondary data is the data maintained by and organized for use in its normal course or operation and which can be used for evaluate purposes. The data such as address of consumers who have purchased the color televisions and other data from dealers of the brands. For analyzing the classification and tabulation and graphs are used.

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LIMITATIONS OF THE STUDY

The sample survey was not universal due to time and cost constraints. As the duration of the study was only 45 days it was not possible to

cover a large sample size. Only in Ranga Reddy district (Hyderabad, Secunderabad), the survey

has been conducted. This sample may not be considered as the true study of the whole market.

Considering me as a representative of LG consumers did not disclose

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

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CHAPTER-III

ANALYSIS AND INTERPRETATION

42

1. table.

When asked about various brands of colour televisions that are in their

mind the replied in the following way. The results were given in the following

TABLE # 1

BRANDS LG BPL SAMSUNG ONIDA OTHERS

RESPONDENTS 34 8 11 6 1 60

PERCENTAGE 56.66 13.33 18.33 10.33 1.66 100.00

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

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GRAPH SHOWING VARIOUS BRAND PERFORMANCE BY THE RESPONENTS

TABLE #1
60

50

40 RESPONDENTS%

30

RESPONDENTS PERCENTAGE

20

10

0 LG BPL SAMSUNG PRODUCTS ONIDA OTHERS

2.

when they were asked about do you like mostly like product in the LG

company products in the given table;

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TABLE # 2

PRODUCTS TV REFRIGIRATER WASHING MACHINE OVEN

RESPONDENT 30 25 4 1

PERCENTAGE 50.00 41.66 6.67 1.66

60

100.00

INTERPRETATION:
We can conclude from the above the table that out of 60 represents 50 percent of people likes TVS and followed by refrigerator is 41.66 %, washing machines are 6.67 % and ovens are used 1.66 % people.

GRAPH SHOWING VARIOUS BRAND PERFORMANCE BY THE RESPONDENTS

45

TABLE #2
60

50

40 RESPONDENTS(%)

30

20

10

0 TV REFRIGIRATER WASHING MACHINE PRODUCTS RESPONDENTS PERCENTAGE OVEN

3.

When they were asked about opinion on price of LG colour televisions.

the respondents are given in that opinion following table

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TABLE # 3

OPINIONS Very high High No difference Low

RESPONDENTS 6 10 27 17 60

PERCENTAGE 10.00 16.00 45.00 28.33 100.00

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

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GRAPH GIVING VARIOUS PRODUCTS OWNED BY THE RESPONDENTS

TABLE #3
50 45 40 35 RESPONDENTS% 30 25 20 15 10 5 0 Very high High PRODUCTS No difference low RESPONDENTS PERCENTAGE

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4. table

Factors to the survey the purchase of LG colour television set below

TABLE # 4

Reasons Model Price Publicity features

respondents 14 12 7 27 60

percentage 23.33 20.00 11.66 45.00 100.00

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

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GRAPH SHOWING RESPONDENTS OPINION ON PRICE BASIS

TABLE #4
50 45 40 35 30 25 20 15 10 5 0 Model Price REASONS Publicity features RESPONDENTS PERCENTAGE

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5. When asked to opinion of the respondents to who is influenced to

purchase this brand given below table?

TABLE # 5

OPINION ON Dealers Friends Relationships Self interest

RESPONDENTS 12 7 6 35 60

PERCENTAGE 20.00 11.66 10.00 58.33 100.00

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

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GRAPH SHOWING WHO INFLUENCED YOU TO PURCHASE THE LG COLOUR TV

TABLE 3 5
70

60

50

40

30

20

10

0 Dealers Friends RESPONDENTS relatiopnships PERCENTAGE self interst

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6. When they were asked about the purpose in this LG CTV going below

TABLE # 6

Opinion on Entertainment Education Sports Others

respondents 48 3 9 0 60

percentage 80.00 5.00 15.00 0.00 100.00

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

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GRAPH SHOWING RESPONDENTS OPINION ON PRICE BASIS

TABLE #6
90

80

70

60

50

40

30

20

10

0 Entertainment Education RESPONDENTS Sports PERCENTAGE Others

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7. How is LG colour television clarity and sound system compared to other.

The followed data is declared?

TABLE #7

Opinions Very good Good Not so good

respondents 19 36 5 60

percentage 31.66 60.00 8.33 100.00

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

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FOLLOWING GRAPH SHOWS INFORMATION OF OPINION ON CLARITY AND SOUND SYSTEM

TABLE #7
70

60

50

40

30

20

10

0 Very good Good RESPONDENTS PERCENTAGE Not so good

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

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TABLE # 8

REASON Quality Price Features others

RESPONDENTS 12 12 36 0 60

PERCENTAGE 20.00 20.00 60.00 0.00 100.00

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

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FOLLOWING GRAPH SHOWS INFORMATION ON QUALITY PRICE FEATURE AND OTHERS

TABLE # 8
70

60

50

40

30

20

10

0 Quality Price RESPONDENTS Features PERCENTAGE others

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

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TABLE #9

OPINIONS Electronics Print media Sales persons dealers

RESPONDENTS 26 22 8 4 60

PERCENTAGE 43.33 36.33 13.33 6.66 100.00

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

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FOLLOWING GRAPH SHOWS INFORMATION OF OPINIONS RESPONDENTS AND PERCENTAGE

TABLE #9
50 45 40 35 30 25 20 15 10 5 0 Electronics Print media RESPONDENTS Sales persons PERCENTAGE dealers

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

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TABLE #10

OPINION ON Dealers Service centers

RESPONDENTS 25 38 60

PERCENTAGE 36.66 63.33 100.00

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

IF YOU FACED ANY PROBLEMS WHOM DO YOU CONTACT

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TABLE # 10
70

60

50

40

30

20

10

0 Dealers RESPONDENTS PERCENTAGE Service centers

11. When collected the opinion to the consumers to ask how do you state in

this LG colour television set. As following below table

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TABLE # 11

REASONS Technically superior Reliable Value of money

RESPONDENTS 34 8 18 60

PERCENTAGE 56.66 13.33 30.00 100.00

INTERPRETATION:
By observing the data collected from the 60 consumers of LG colour televisions owners , we are coming to know that 56.66 % of the consumers said technically superior and remain consumers are value of money of money is 30% and reliable is 13.33 % consumers.

GRAPH SHOWING STATEMENT ON LG COLOUR TELEVISION

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TABLE # 11
60

50

40

30

20

10

0 Technically superior Reliable RESPONDENTS PERCENTAGE Value of money

12. Recommendation of LG colour televisions to others, as follows;

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TABLE # 12

OPINIONS YES NO

RESPONDENTS 48 12 60

PERCENTAGE 80.00 20.00 100.00

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

GRAPH RECOMMENDATION OF LG COLOUR TELEVISION TO OTHERS:

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TABLE # 12
90

80

70

60

50

40

30

20

10

0 YES RESPONDENTS PERCENTAGE NO

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

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TABLE # 13

OPINION YES NO

RESPONDENTS 21 39 60

PERCENTAGE 35.00 65.00 100.00

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

GRAPH FINANCE SERVICES PROVIDED AT BELOW LEVEL

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table# 13
70

60

50

40

30

20

10

0 YES RESPONDENTS PERCENTAGE NO

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

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TABLE # 14

OPINION YES NO

RESPONDENTS 20 40 60

PERCENTAGE 33.33 66.66 100.00

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

THE BELOW GRAPH SHOWS WARANTY PERIOD GIVEN BY THE COMPANY

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TABLE 3 14
70

60

50

40

30

20

10

0 YES RESPONDENTS PERCENTAGE NO

15. When they were asked their opinions on the models on this company

colour televisions. The results as follows;

TABLE # 15

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OPINIONS Good models Average models

RESPONDENTS 51 9 60

PERCENTAGE 85.00 15.00 100.00

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

GRAPH CUSTOMERS OPINIONS ON LG COLOUR TELEVISION MODELS

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TABLE # 15
90

80

70

60

50

40

30

20

10

0 Good models RESPONDENTS PERCENTAGE Average models

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

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TABLE # 16

LEVEL OF PERCEPTION Very much satisfied Satisfied Not satisfied

RESPONDENTS

PERCENTAGE

36 14 10 60

60.00 23.33 16.66 100.00

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

GRAPH SHOWING THE FEELING OF RESPONDENTS TOWARDS LG COLOUR TELEVISOIN PERFORMANCE:

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TABLE # 16
70

60

50

40

30

20

10

0 Very much satisfied satisfied RESPONDENTS PERCENTAGE Not satisfied

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CHAPTER-IV

CONCLUSIONS AND SUGGESTIONS

CONCLUSIONS

1. 2.

Majority of the respondents are satisfied by the features. 85% of respondents are satisfied with the models in the LG colour

televisions.

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3. 4. 5. 6.

Many of the respondents prefer LG CTVs due to its true flat screen. Most of the respondents are said to develop the dealerships and media. Many of the consumers said to increase the warranty period. Most of the LG customers show loyalty towards the brand but

expressed little disperception with the delay in service. 7. Most of the respondents said to develop the print media and also sales

persons.

SUGGESTIONS
After analyzing the findings I would suggest the company to implement the fallowing suggestions

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1. 2. 3. 4. 5. 6.

Adjust to the sound systems. (Bass is high) It is better to increase the warranty period. Go for innovative models as the majority recommends it. Conduct loyalty programs to increase the volume of sales. Manufacture the products at affordable prices for all income levels. More importance has to be laid on improving the customer

relationship and provide them better after-sale service. 7. 8. To offer the coupon system and schemes are to be developed. Create a transmit to rural areas.

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CHAPTER-V

APPENDIX

QUESTIONNAIRE
Particulars about respondents Name Occupation Address : : :

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1) When you think of colour television, which brands come to your mind? a) LG b) BPL c) SAMSUNG d) ONIDA e) OTHERS

2). Which product of LG do you like mostly? a) TV b) Refrigerator c) Washing machine d) Oven

3). What is your opinion on price of LG TVs compared to Others? a) Very high b) High c) No difference d) Low 4). Who has influenced to you to purchase LG CTV? a) Model b) Price c) Publicity d) Self interest 5). Who has influenced you to purchase that particular brand? a) Dealers b) Friends c) Relationship d) Self interest 6). What is the purpose of purchasing LG CTV? a) Entertainment b) Education c) Sports d) Others 7). How is LG CTVs clarity and sound compared to other? a) Very good b) Good c) Not so good

8).What is the reason for choosing particularly of this brand? a) Quality b) Price c) Features d) Others 9).Which media do you think is effectively spreading the Television market? a) Electronic media b) Print media c) Sales persons d) Dealers

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10) When you faced any problem with the product, Whom do you contact? a) Dealers b) Service centers

11). Do you recommend LG CTV to others? a) Yes b) No 12). Are you satisfied with the finance services provided? a) Yes b) No 13). Are you satisfied the warranty period provided by the company? a) Yes b) No 14). LG CTV models are a) Good models b) Average models 15). What do you want from the LG Co...? a) Produced less price products b) All electronic goods are to be produced c) Develop the dealerships 16). Are you satisfied with the performance of LG CTV? a) Very much satisfied b) Satisfied c) Not satisfied

BIBLIOGRAPHY

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1).CONSUMER BEHAVIOUR
-Schiffman & Kanuak,PHI,6th Edition-1997

2). MARKETING MANAGEMENT

- Philip Kotler

3). MARKETING MANAGEMENT Indian context

- Ramaswamy & Ramakumar, Mac Millan India ltd.-1995

Websites: www.lgindia.com www.google.com

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