NIS ACADEMY AHMEDABAD A Project Report On

RETAIL (CONSUMER DURABLES)

ANNAMALAI UNIVERSITY Submitted to:

BECAUSE BECOMING SUCCESSFUL CAN BE TAUGHT A division of NIS SPARTA LTD, Anil Dhirubhai Ambani Group Company AHMEDABAD In partial fulfillment of academic requirement of the MBA & PGPBS Programme, year 2011-2012

DEVELOPED BY: PARSHU H ATTIGUDDA MBA & PGPBS APP NO: 271259

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RETAIL (CONSUMER DURABLES) << AHMEDABAD>> A comparative analysis

BATCH CODE:

MBA (1th YEAR)

NAME OF COORDINATOR: RITU ARORA

NAME OF STUDENT:

PARSHU H ATTIGUDDA

DATE OF SUBMISSION:

12th MARCH 2012

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INDEX
NO .

CONTENTS
ACKNOWLEDGEMENT DECLARATION EXECUTIVE SUMMARY INTRODUCTION CLASSIFICATION OF CONSUMER DURADLES SECTOR SCOPE THREATS OPPORTUNITY HISTORY OF COMPANY GLOBAL OPERATION LG GROUP BUSINESS AREAS & MAIN PRODUCTS MOBILE COMMUNICATIONS DIGITAL APPLIANCE DIGITAL DISPLAY DIGITAL MEDIA VISION BRAND IDENTITY GLOBAL OPERATIONS MISSION PRODUCT LEADERSHIP LG INDIA INDIA CHALLENGES STRATEGIES ADOPTED BY THE ORGANIZATION PRODUCT PROFILE OBJECTIVES OF THE PROJECT RESEARCH METHODOLOGY RESEARCH DESIGN DATA COLLECTION: PRIMARY DATA: SECONDARY DATA SAMPLING METHOD SAMPLE SIZE RESEARCH TOOLS RESEARCH AREA SCOPE OF THE STUDY

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1 1.1 1.2 1.3 1.4 2 2.1 2.2 2.3 2.4 2.5 2.6 2.7 2.8 2.9 2.10 2.11 2.12 3 3.1 4 5 6 7 7.1 7.2 7.2.1 7.2.2 7.3 7.4 7.5 7.6 8

1 2

3 4

7 8 10 11 12 17 18

20
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9 10 11 DATA ANALYSIS & INTERPRETATION FINDING REFERENCES 21 31 32

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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 consumer durables (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. Similarly while doing the topic consumer durables as a dissertation trainee I took many my projects in help. It gives me immense pleasure to acknowledge consumer durables which has been nice enough to give me a chance to do my dissertation project providing me wonderful support through out my training period and afterward.

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DECLARATION
I will take pleasure in declaring that the dissertation project work that is undertaken by me is an original and authentic work done by me. This dissertation project is being submitted by me for the partial fulfillment for award of MBA & PGPM from Nis Academy Ahmedabad (Annamalai University)

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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 TV, 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 TV 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, brand-building 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.

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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 2007-2008. It is growing very fast because of rise in living standards, easy access to consumer finance, and wide range of choice, as many foreign players 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 (TVs) 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.

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CLASSIFICATION OF CONSUMER DURADLES SECTOR a) Consumer electronic include dvd, home theatre, music player, color television (CTVs), cameras, camcorders, portable audio, Hi-Fi, etc b) White goods include dishwashers, air conditioners, heaters, washing machines, refrigerators, vacuum cleaners, kitchen appliances, non-kitchen appliances, microwaves, built-in appliances, Tumble dryer, personal care product etc. c) Moulded luggage include plastics d) Clocks and watches e) Mobile phones SCOPE a) 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. b) Indian consumer durable market is expected to reach $400 billion by on 2011. c) 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. d) There are 56 million people in middle class, who are earning us$4,400-US$21,800 a year. And there are 6 million rich household in India. e) The upper-middle and high-income household in urban areas are expected to grew to 38.2 million in 2007 as against 14.6 million in 2000.

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OPPORTUNITY a) In India the penetration level of white goods is lower as compared to other developing countries. b) Unexploited rural market. c) Rapid urbanization. d) Increase in income level, i.e. Increase in purchasing power of consumers. e) Easy availability of finance. THREATS a) Higher import duties on row materials. b) Cheap imports from Singapore, China and from other Asian countries.

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.

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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 backroom. 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 a) LG.Philips LCD b) LG Chemical c) LG Telecom d) LG Powercom e) LG Twins f) LG Dacom

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NIS ACADEMY AHMEDABAD BUSINESS AREAS & MAIN PRODUCTS

MOBILE COMMUNICATIONS (a) CDMA Handsets, (b) GSM Handsets, (c) 3G Handsets, (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 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

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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 LGs vision is to deliver innovative digital products and services that make our customers lives better and easierhappier, eventhrough increased functionality and fun. BRAND IDENTITY LGs brand identity focuses on self-expression and a promise of satisfaction to its customers. GLOBAL OPERATIONS LG Electronics plays an active role in world markets with its assertive global business policy. 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.
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PRODUCT LEADERSHIP We are focusing on six development areas to become the product leader. a) New Machine b) Reliability c) Conventional Installation d) Environment Friendly Product e) Low Noise & Vibration f) Energy Saving

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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, Kasna Road, Greater Noida, India. This facility manufactured Color Televisions, Washing Machines, Air-Conditioners 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 Electronics India is the fastest growing company in the consumer electronics, home appliances, and computer peripherals industry today.

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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 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.

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NIS ACADEMY AHMEDABAD INDIA CHALLENGES THE CHALLENGES FACED BY LG WHEN ENTERED IN INDIAN MARKET
a) Low brand awareness about LG in India. b) One of the last MNCs entered in India (Samsung, Panasonic entered in 1995 in India). c) High import duty d) Competition from local market players and other MNCs in consumer durable segment. e) Price sensitiveness of the Indian consumer

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STRATEGIES ADOPTED BY THE ORGANIZATION

LG FOLLOWS 10 COMMANDMENTS WHICH ARE AS FOLLOWS. a) Foster working environment-5S Environment b) Fast execution is key to success c) Transparent and fast communication-open communication d) Update market -knowledge Demographics e) Win Win relationship with the trade partners f) Customer is the king g) Even Billing Road to ach supplier A h) Be in touch with the market (70% Market, 30% Office). i) Plan and Execute annual marketing Calendar-Time to market j) Display share of 50% -to get 50% consumer share.

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PRODUCT PROFILE

Next Generation 3D TV47LW6500 Looking for the Cinema 3D effect at home? Nothing beats the LG LW6500 Cinema 3D TV. With its LED plus Display, 2D to 3D Conversion Capability & limitless entertainment capabilities of Smart TV, ensure that Home Entertainment has NEVER BEEN BETTER! It is also the World's First certified Flicker Free 3D.
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LG HB806TM Home Theater System 3D Blu-ray playback with 850W RMS & Wall-mountable Slim Speakers It's Wall Mountable Tall Boy Speakers with 3D Blu-ray playback is a perfect companion to a state of art living room . Enjoy all Media files by streaming from DLNA Enabled device or from Network connected PC. Moreover,user can choose wall Paper for it's Home Screen from a range of smooth viewing option.

LG BX580 Blu-Ray-Players 3D Blu-Ray Player with BD-Live Profile 2.0 & BONUSVIEW HD contents Playback (MKV, DivX HD, AVCHD),Netcast Entertainment-You Tube,Picassa Web Album,Accu Weather, Dolby Digital Plus,Dolby TrueHD and DTSHD Master Audio Technologies for Superior Video and Sound Experience.

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A screen so bright, It beats the sun LG P970 All Phones 1GHz Processor, 5 MP camera, 2 MP front camera, 10.1cm screen size, Wi-Fi direct The Optimums Black with revolutionary NOVA display that gives you twice as much as brightness than other smart phones.

Break the Limits of Slim with LG Blade LG P430-K Notebook 14.0 (35.8 cms) HD LED LCD Notebook Seize your smart style with LG Blade that integrates our slimmests design with new and innovative technologies. Every angle is sliced slimmer from its super slim 4.5mm LED LCD to its 10mm super slim Bezel thats packed within the metallic 23.8 mm body. The trendsetting slim style never sacrifices speed or power as it offers the best combination of performance or size. Join the slim innovation with the sharp styled LG Blade.

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Life's Good when you get joyous surprises LG GR-M267QGL Side by Side Refrigerator 782 Litters, Wonder Door, Inverter Linear Compressor with 10 years warranty, Green Ion Door Cooling Technology. With State - of - the - art Wonder Door you'll discover a whole new world of storage space and easy access to your favorite beverage & food items . Available in the chic silver finished exteriors with floral pattern, it's a perfect expression of exquisite art and futuristic technology.

Care for you. Care for your clothes. LG F1280NDP25 Front Load Washing Machine Presenting World's First 6 Motion Direct Drive that cleans better than hand wash. 6 Kg Washer, Luxury Silver, Baby Care, Medic Rinse, Tub Clean, Rinse Plus This unique LG washer dryer machine now comes equipped with revolutionary 6 motion direct drive technology that replicates motions of hand wash to give your clothes the most effective wash in the best gentle manner. With Baby care you can ensure the most hygienic wash for your child's clothes.
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The Barbeque comes home with the new LG Microwave Oven Charcoal Lighting Heater LG MJ3281BCG Microwave Oven 32 Litters, Charcoal Lighting HeaterTM, Dual VFD Display, 201 Auto Cook Menu, Indian Bread Basket, Pull down handle. This LG Convection Microwave Oven comes with the World's 1st Charcoal Lighting HeaterTM. Now cook your favorite barbeque dishes at home, in a healthier way. Also cook your favorites Indian breads such as Naan, Parantha and many more with the unique Indian Bread Basket Auto Cook Menu.

Looks with faster cooling LG LSA5SP5Z Split AC Defining the art of faster cooling with Jet Cool , Selectable 4 way air swing, Triple filter, Plasmaster Auto Clean, Virus & allergy safe filter, e-Saver, Low noise. Cooling never looked so stunning. The L-Stylus of LG Air Conditioners is designed to compliment your evolving tastes and preferences and add a touch of class to your interiors. Not just looks, with technologically advanced health filters like Plasmaster Ionizer, triple Filter and anti-bacteria filter, youll breathe in healthy air thatll always keep you charged.
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OBJECTIVES OF THE PROJECT

a) To find number of brands of consumer durable in Ahmedabad. b) To study brand preference of consumer for consumer durable goods.. c) To find most important parameter for selection of brand of Colour television, Refrigerators, Washing machine, DVD, Microwave oven. d) To study profit margin of major brands in consumer durable.

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RESEARCH METHODOLOGY
Research methodology is considered as the nerve of the project. Without a proper wellorganized research plan, it is impossible to complete the project and reach to any conclusion. The project was based on the survey plan. The main objective of survey was to collect appropriate data, which work as a base for drawing conclusion and getting result.

Therefore, research methodology is the way to systematically solve the research problem. Research methodology not only talks of the methods but also logic behind the methods used in the context of a research study and it explains why a particular method has been used in the preference of the other methods RESEARCH DESIGN Research design is important primarily because of the increased complexity in the market as well as marketing approaches available to the researchers. In fact, it is the key to the evolution of successful marketing strategies and programmers. It is an important tool to study buyers behavior, consumption pattern, brand loyalty, and focus market changes. A research design specifies the methods and procedures for conducting a particular study. According to Kerlinger, Research Design is a plan, conceptual structure, and strategy of investigation conceived as to obtain answers to research questions and to control variance. Research design specifies methods and procedures for study.

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DATA COLLECTION: This report was prepared after collecting data from the retailers/ dealers and past data was arranged from the various studies conducted in last few years and various other records of company.

PRIMARY DATA: These data were collected by personal interview with retailers/ dealer. For this purpose questionnaires were prepared in such that all necessary data would be collected.

SECONDARY DATA: Information regarding the project, secondary data was also required. These data were collected from various past studies and other sources of the company.

SAMPLING METHOD Random Sampling method SAMPLE SIZE 100 Dealers RESEARCH TOOLS Questionnaires RESEARCH AREA Ahmedabad

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SCOPE OF THE STUDY

This project gives us great exposure to the consumer durable market because it includes product knowledge and field survey job in which we visited the consumer durable stores in Ahmedabad.

WHILE VISITING THE SHOPS a) Calculated the display share of the product in shop. b) Collected the data of actual monthly sale of the product in few shop. c) Found out the problems that the dealer were facing while selling the product. d) Found out the customer response for products by asking the owner of the shop. e) Checked whether demo calls were attended or not

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DATA ANALYSIS & INTERPRETATION

Table No.1 Number of companys product sold by dealers.
Sr. No. PRODUCT 1 2 3 LCD LCD & REFRIGERATOR LCD,MOBILE,REFRIGERATOR & WASHING MACHINE ABOVE ALL TOTAL NO. OF RESPONDENTS 14 10

PERCENTAGE 14 10 30 46 100

30 46 100

Source: - Survey

COMPANIES PRODUCT SOLD BY DEALERS

14% 46% 10% LCD & REFRIGERATOR LCD,MOBILE,REFRIGERATOR & WASHING MACHINE ABOVE ALL LCD

30%

INTERPRETATION:According to survey, 14 dealers were sold only LCD, 10 dealers were sold LCD and REFRIGERATOR, 30 dealers were sold LCD and REFRIGERATOR, WASHING MACHINE and 46 dealers were sold all product. ANNAMALAI UNIVERSITY Page 28

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Table No.2 shows no. of companys product sold from dealers shop.
Sr. NO. 1 2 3 4 NO. OF COMPANIES PRODUCT SOLD FIVE FOUR THREE TWO TOTAL NO. OF RESPONDENTS 33 24 9 34 100 PERCENTAGE 33 24 9 34 100 Source: - Survey

NO. OF COMPANIES PRODUCT SOLD

34% 33% FIVE FOUR 9% 24% THREE TWO

INTERPRETATIONAccording to survey, 33 dealers were sold 5 brands, 34 dealers were sold only 2 brands from their shops.

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Table No.3 Shows Major brand of LCD sold by dealers.
Sr. NO. 1 2 3 4 BRAND LG VIDEOCON SAMSUNG SANSUI TOTAL NO. OF RESPONDENTS 41 25 20 14 100

PERCENTAGE 41 25 20 14 100 Source: - Survey

MAJOR BRAND OF LCD SOLD

14% 41% 20% LG VIDEOCON SAMSUNG 25% SANSUI

INTERPRETATIONAccording to dealers, in Ahmedabad LG is leading in LCD with 41%, after that VIDEOCON is 2nd with 25% and then SAMSUNG is on 3rd with 20%.

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Table No. 4 shows the major brands of REFRIGERATOR sold by dealers.
Sr. NO 1 2 3 5 6 7 BRAND LG VIDEOCON SAMSUNG WHIRLPOOL KELVINATOR KENSTAR TOTAL NO. OF RESPONDENTS 24 15 11 21 18 11 100 PERCENTAGE 24 15 11 21 18 11 100

Source: - Survey

MAJOR BRAND OF REFRIGERATOR SOLD

11% 18% 15% 21% 11% 24% LG VIDEOCON SAMSUNG WHIRLPOOL KELVINATOR KENSTAR

INTERPRETATIONAccording to dealers, LG also leading in the REFRIGERATOR market in Ahmedabad with 24%, after that Whirlpool and Kelvinator is following them.

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Table no.5 shows Major brands of WASHING MACHING sold by dealers.
Sr. NO. 1 2 3 4 5 7 8 BRAND LG VIDEOCON SAMSUNG IFB WHIRLPOOL KELVINATOR KENSTAR TOTAL NO. OF RESPONDENTS 21 12 16 8 22 11 10 100

PERCENTAGE 21 12 16 8 22 11 10 100

Source: - Survey

MAJOR BRAND OF WASHING MACHING SOLD

10% 11% 21% LG VIDEOCON 12% 22% 8% 16% SAMSUNG IFB WHIRLPOOL KELVINATOR KENSTAR

INTERPRETATIONAccording to dealers, LG is leading in Washing Machine market with 21%, after that VIDEOCON and SAMSUNG is leading in Ahmedabad.

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Table No.6 shows Major brands of DVD sold by dealers.
Sr. NO. 1 2 3 5 6 7 8 BRAND LG VIDEOCON SAMSUNG PHILIPS SANSUI SONY INTEX TOTAL NO. OF RESPONDENTS 16 15 12 24 13 10 10 100

PERCENTAGE 16 15 12 24 13 10 10 100

Source:-Survey

MAJOR BRAND OF WASHING MACHING SOLD

10% 10% 13% 12% 24% 15% 16% LG VIDEOCON SAMSUNG PHILIPS SANSUI SONY INTEX

INTERPRETATIONAccording to dealers, PHILIPS is the most popular brand in DVD market with 24%, after that LG with 16% and VIDEOCON with 15% on 3rd position.

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Table No.7 shows Major Brand of MICROWAVE OVEN sold by dealers.
Sr. NO. 1 2 3 4 6 7 8 BRAND LG VIDEOCON SAMSUNG KENSTAR PHILIPS BAJAJ SONY TOTAL NO. OF RESPONDENTS 22 14 16 22 10 9 7 100

PERCENTAGE 22 14 16 22 10 9 7 100

Source: - Survey

MAJOR BRAND OF MICROWAVE OVEN SOLD

9% 10% 14% 22% 16% 7% 22% LG VIDEOCON SAMSUNG KENSTAR PHILIPS BAJAJ SONY

INTERPRETATIONAccording to dealers, KENSTAR & LG is very popular brand for microwave oven. KENSTAR is making a huge business as compare to other competitors after that LG and then SAMSUNG. According to dealers, microwave oven does not have that much demand as compare to other consumer durable product.

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Table NO.8 shows HIGH PROFIT MARGIN brands.
Sr. No. 1 2 3 4 5 7 8 BRANDS LG SAMAUNG WHIRLPOOL VIDEOCON SONY PHILIPS KENSTAR TOTAL NO. OF RESPONDENTS 22 20 18 14 12 8 6 100

PERCENTAGE 22 20 18 14 12 8 6 100

Source: - Survey

HIGH PROFIT MARGIN

8% 12% 20% 18% 6% 22% LG SAMAUNG WHIRLPOOL 14% VIDEOCON SONY PHILIPS KENSTAR

INTERPRETATIONAccording to dealers, in Indian consumer durable industry LG is leading company because of their low pricing policy and the better quality of product. SAMSUNG is on 2nd position, if SAMSUNG will change their pricing policy like LG and VIDEOCON then SAMSUNG should be on 1st position.

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Table No.9 shows SUGGESTION from dealers for increase the business.
Sr. No. 1 SUGGESTION FAST AND REGULAR AFTER SALES SERVICE REDUCE PRICES INCREASE DEALER MARGIN ADVERTISMENT AT RURAL AREA IMPROVE QUALITY REGULAR SCHEMES TOTAL NO. OF RESPONDENTS

PERCENTAGE

2 3 4 5 6

31 21 15 13 10 9 100

31 21 15 13 10 9 100

Source: - Survey

SUGGESTION
9% 10% 13% 31% FAST AND REGULAR AFTER SALES SERVICE REDUCE PRICES INCREASE DEALER MARGIN ADVERTISMENT AT RURAL AREA IMPROVE QUALITY REGULAR SCHEMES

15%

21%

INTERPRETATIONAccording to suggestion of dealers, AFTER SALES SERVICE is most important factor which is helping to the PRODUCT for increase the sales. After that PRICES OF THE PRODUCT should be economic. DEALER MARGIN should increase for motivation of dealers.

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Table No.10 Most important parameter for sale.
Sr. NO. 1 2 3 4 5 REASONS FOR MORE SALES PRICE QUALITY SERVICE ADVERTISEMENT SCHEMES TOTAL NO. OF RESPONDENTS 28 30 17 15 10 100 PERCENTAGE 28 30 17 15 10 100

Source: - Survey

REASONS FOR MORE SALES

10% 15% 28% PRICE QUALITY 17% 30% SERVICE ADVERTISEMENT SCHEMES

INTERPRETATIONAccording to dealers, Price is most important parameter for more sale of PRODUCT And then Quality, Services, Advertisement and Schemes.

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FINDING
ACCORDING TO SURVEY a) LG is leading in Washing Machine market with 21%. b) LG also leading in the REFRIGERATOR market in Ahmedabad with 24%. c) In Ahmedabad LG is leading in LCD with 41%. d) 33 dealers were sold 5 brands. e) 46 dealers were sold all products. f) PHILIPS is the most popular brand in DVD market with 24%. g) KENSTAR & LG is very popular brand for microwave oven. h) Indian consumer durable industry LG is leading company because of their low pricing policy and the better quality of product. i) AFTER SALES SERVICE is most important factor which is helping to the PRODUCT for increase the sales. j) Price is most important parameter for more sale of PRODUCT.

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BIBLIOGRAPHY
a) www.google.com b) www.wikipedia.com c) Business world d) Business today e) magazine f) Economics times News paper g) Times of India

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