A Study of Samsung Consumer Durables PDF

Rakesh Kumar Singh 1
510910259
On
A study of Consumer durable market
For
SamSung ElEctronicS ltd with special
reference to bangalore district
For
Master In Business Administration
From
Sikkim Manipal University of Health, Medical
& Technological Sciences
by
Rakesh Kumar Singh
Roll No. 510910259
510910259
Project rePort
On
“STUDY OF CONSUMER DURABLE MARKET

FOR SAMSUNG ELECTRONICS LTD
WITH SPECIAL REFERENCE TO
BANGALORE DISTRICT”
Submitted by
Rakesh Kumar Singh
( Roll No. 510910259 )
A Report submitted in partial fulfillment of the

requirements for the degree of
Master of Business Administration

from Sikkim Manipal University, India.
Sikkim Manipal University of Health, Medical &

Technological Sciences
Syndicate house, Manipal - 576 104
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System Domain
# 548, Shyam Complex, 1st Floor
Above Vivek - CMH Road
Indira Nagar, Bangalore
Centre Code: 02779
“STUDY OF CONSUMER DURABLE MARKET FOR

SAMSUNG ELECTRONICS LTD
Submitted by
Rakesh Kumar Singh

( Roll No. 510910259 )
A Report submitted in partial fulfillment of the

Master of Business
Administration
of Sikkim Manipal University, India.
Sikkim Manipal University of Health, Medical
and Technological Sciences
Syndicate house, Manipal - 576 104
510910259
I hereby declare that

the project report entitled
Submitted in partial fulfillment

of the requirements for the degree of
To Sikkim Manipal University, India, is my

Original work and not submitted for the award
Of any other degree, diploma, fellowship,
or any other similar title or prizes
Place: Bangalore Rakesh Kumar Singh
Date: Oct 2010 Roll No. 510910259

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The Project Report of
Rakesh Kumar Singh

is approved and is acceptable in quality

and form
Internal Examiner External Examiner
(Ravinder Kumar) (Anurag Yadav)

MA, MBA Marketing Manager
510910259
This is to certify that the

Project report entitled

Submitted in partial fulfillment of the


Sikkim Manipal University of Health,
Medical and Technological Sciences
Submitted by
Rakesh Kumar Singh

Who has worked under my supervision and guidance and that no part of this
report has been submitted for the award of any other degree, Diploma,
Fellowship or other similar titles or prizes and that the work has not been
published in any journal or Magazine
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Index
Sl No. Topic Page No.
1. Acknowledgement 8-10
2. Introduction 11-16
3. Company Profile 17-30
4. Product Profile 31-38
5. Objectives Of The Study 39-40
6. Research Methodology 41-45
7. Scope Of The Study 46-50
8. Theoretical Background 51-55
9. Data Analysis and Interpretation 56-70
10. Findings Of The Study 71-73
11. Suggestions & Recommendations 74-76
12. Conclusion 77-78
13. Annexure & Bibliography 79-92

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ACKNOWLEDGEMENT
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ACKNOWLEDGEMENT
In this project I have made an honest and dedicated attempt to make the
research material as authentic as it could. And I earnestly hope that it provides
useful and workable information and knowledge to any person reading it.
During this small time frame of two months in which the project reached its
completion, there were a few people whom I would like to make a mention of
and without whose help the project would have never seen the light of the day.
I also thank to my internal guide Mr. Ravinder Kumar for his timely
response via e-mail, which immensely helped in giving the project the initial
direction it needed.
I would like to thank my external guide Mr. Anurag Yadav (Marketing
Manager) who gave me a free hand as far as going about the project work was
concerned.
I dedicate this project to the Dealers of Bangalore district who were
extremely kind and who at times went out of the way to help me. Without their
co-operation it would have perhaps not been possible to research a few places,
which I did, within the stipulated time frame.
RK Singh
MBA (Marketing)
2009-2011
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Preface
We took our training at SAMSUNG ELECTRONICS LTD. Bangalore.
During the training was to get an overview of the Consumer Durable Market of
Bangalore district. It was a firsthand experience to get exposed to the
professional set-up and face the market, which was really a great experience.
Training period was a learning experience.
When business is involved, an experience counts a lot. Experience is an
instrument, which leads towards success. Working with SAMSUNG
ELECTRONICS LTD., has been a pleasure
I take this opportunity to present the project report and sincerely hope
that it will be as much knowledge enhancing to the readers as it was to use
during the fieldwork and the compilation of the report.

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INTRODUCTION
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INTRODUCTION
Before the liberalization of the Indian economy, only a few companies like
Kelvinator, Godrej, Alwyn, 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 were 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 (C-TV) were no longer
considered luxury items. However, there were 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
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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.
Indian Consumer durables market used to be dominated by few domestic
players like Godrej, Voltas, Alwyn and Kelvinator. But post liberalization many
foreign companies have entered into Indian market dethroning the Indian
players and dominating Indian market the major categories being CTV,
REFRIGRATOR, MICROWAVE OVEN and WASHING MACHINES.
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 have been maintaining the
lead in the market 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 of the industry. The rising income
levels double-income families and consumer awareness were the main growth
drivers of the industries.

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INDUSTRY PROFILE
The Consumer Durables industry consists of durable goods and
appliances for domestic use such as televisions, refrigerators, air conditioners
and washing machines. Instruments such as cell phones and kitchen appliances
like microwave ovens were also included in this category. The sector has been
witnessing significant growth in recent years, helped by several drivers such as
the emerging retail boom, real estate and housing demand, greater disposable
income and an overall increase in the level of affluence of a significant section of
the population. The industry is represented by major international and local
players such as BPL, Videocon, Voltas, Blue Star, MIRC Electronics, Titan,
Whirlpool, etc.
The consumer durables industry can be broadly classified into two
segments: Consumer Electronics and Consumer Appliances. Consumer
Appliances can be further categorized into Brown Goods and White Goods. The
key product lines under each segment were as follows.
Industry Size, Growth, Trends
The consumer durables market in India was estimated to be around US$ 5
billion in 2007-08. More than 7 million units of consumer durable appliances

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have been sold in the year 2006-07 with colour televisions (CTV) forming the
bulk of the sales with 30 per cent share of volumes. CTV, refrigerators and Air-
conditioners together constitute more than 60 per cent of the sales in terms of the
number of units sold.
In the refrigerators market, the frost-free category has grown by 8.3 per
cent while direct cool segment has grown by 9 per cent. Companies like LG,
Whirlpool and Samsung have registered double-digit growth in the direct cool
refrigerator market.
In the case of washing machines, the semi-automatic category with a
higher base and fully-automatic categories have grown by 4 per cent to 526,000
units and by 8 per cent to 229,000 units, respectively. In the air-conditioners
segment, the sales of window ACs have grown by 32 per cent and that of split
ACs by 97 per cent.
Since the penetration in the urban areas for these products is already quite
high, the markets for both C-TV and refrigerators were shifting to the semi-urban
and rural areas. The growth across product categories in different segments is
assessed in the following sections.

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Consumer Electronics
The CTV production was 15.10 million units in 2007-08 and is expected to
grow by at least 25 per cent. At the disaggregated level, conventional CTV
volumes have been falling while flat TVs have grown strongly. Market sources
indicate that most CTV majors have phased out conventional TVs and have been
instead focusing more on flat TVs. The flat segment of CTVs now account for
over60 per cent of the total domestic TV production and is likely to be around 75
per cent in 2009-10. High-end products such as liquid crystal display (LCD)and
plasma display CTV grew by 400 per cent and 150 percent respectively in 2009–
10 following a sharp decline in prices of these products and this trend is expected
to continue. The audio/video player market has seen significant growth rates in
the domestic market as prices have dropped. This trend is expected to continue
through 2010- 2011, as competition is likely to intensify to scale and capture the
mass market.
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COMPANY PROFILE
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COMPANY PROFILE
SAMSUNG – Introduction
Vision 2020
As stated in its new motto, Samsung Electronics' vision for the new decade is,
"Inspire the World, Create the Future."
This new vision reflects Samsung Electronics’ commitment to inspiring its
communities by leveraging Samsung's three key strengths: “New Technology,”
“Innovative Products,” and “Creative Solutions.” -- and to promoting new value
for Samsung's core networks -- Industry, Partners, and Employees. Through

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these efforts, Samsung hopes to contribute to a better world and a richer
experience for all.
As part of this vision, Samsung has mapped out a specific plan of reaching $400
billion in revenue and becoming one of the world’s top five brands by 2020. To
this end, Samsung has also established three strategic approaches in its
management: “Creativity,” “Partnership,” and “Talent.”
Samsung is excited about the future. As we build on our previous
accomplishments, we look forward to exploring new territories, including health,
medicine, and biotechnology. Samsung is committed to being a creative leader in
new markets and becoming a truly No. 1 business going forward.
Our Mission
Everything we do at Samsung is guided by our mission: to be the best
“digital-Company”.
At Samsung, we follow a simple business philosophy: to devote our talent and
technology to creating superior products and services that contribute to a better
global society.
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Every day, our people bring this philosophy to life. Our leaders search for the
brightest talent from around the world, and give them the resources they need to
be the best at what they do. The result is that all of our products—from memory
chips that help businesses store vital knowledge to mobile phones that connect
people across continents— have the power to enrich lives. And that’s what
making a better global society is all about.
Samsung grew into a global corporation by facing challenges directly. In
the years ahead, our dedicated people will continue to embrace many challenges
and come up with creative ideas to develop products and services that lead in
their markets. Their ingenuity will continue to chart Samsung’s course as a
profitable, responsible global corporation.

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SAMSUNG HISTORY
From its inception as a small export business in Taegu, Korea, Samsung
has grown to become one of the world’s leading electronics companies,
specializing in digital appliances and media, semiconductors, memory and
system integration. Today Samsung’s innovative and top quality products and
processes are world recognized. This timeline captures the major milestones in
Samsung’s history, showing how the company expanded its product lines and
reach, grew its revenue and market share, and has followed its mission of
making life better for consumers around the world.
 Displayed the world’s thinnest TV (6.5mm) at CES

 Launched major restructuring of its businesses
 Cooperates in creating a foundry with Xilinx of the US
 Developed the world’s first 40 nanometer DRAM
 Announced its “Blue Earth” solar-powered phone
 Released its V-line Crystal Rose LCD TV
 Samsung is found No. 1 in customer loyalty for 8 years
consecutively by Brand Keys of the USA
 Samsung Digital Imaging developed an innovative
hybrid digital camera
 Built the world’s largest mobile phone as recorded in
the Guinness Book of World Records
2009  Received a “Quality Management Award” in Malaysia
 SADI, Samsung's design school, received the most iF
Concept Design Awards for its entrants
 Opened “samsungmobile.com” for its domestic
customers
 Received an Excellence Award from ENERGY STAR
of the US
 Released the world’s thinnest Blu-ray player
 Introduced Mobile WiMax into Malaysia
 Released the world’s first full HD camcorder with a
64GB SSD
 Sold more than 20 million full touch phones in shortest
time ever
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 Samsung took up a record high market share in LCD

monitors
 Released the world’s first solar -powered mobile
phone in India
 Released the “JET,” its new concept full touch screen
phone
 Released its 120Hz 3D monitor
 Samsung took the No. 1 spot in the global digital sign
market for the first time
 Sold 500,000 units of its LED TVs in 100 days since its
release
 Opened the “visual mobile” era with its third
generation full touch Haptic AMOLED
 Released the world’s first infrared video phone
 Became the first in the industry to acquire TCO 3.0
certification for its notebook computers
 Announced its “Green Management” strategy
 Began mass production of the world’s first 40
nanometer DDR3 DRAM
 Released the world’s thinnest watch phone
 Developed the world’s lowest power 1GHz mobile
CPU core
 Opened Samsung Application Store Seller Site
 Attained its most awards ever at IDEA 2009
 Released its strategic smart phone, the OmniaⅡ
 Samsung's Yuna Haptic sold 500,000 units in record
time
 Became the first in the industry to sell more than 10
million LCD TVs in the first half of the year
 Samsung won the chairmanship of the 3GPP
international standardization association
 Sold more than 5 million of its STAR full touch phones
in 4 months
 Samsung’s Application Store officially opened
 Released the “Corby” full touch phone targeted at
younger users
 Provided the World Skills Calgary 2009 Competition
support
 Installed the world’s largest video wall in the US
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 Released the first large capacity 16kg automatic

washing machine in the domestic market
 Samsung's “Mondi” WiMax terminal receives “Best
Product” at the 4G Awards
 Entered the top 10 list in the world’s top 100 global
brands
 Samsung was selected as one of the top 10 global
businesses in responding to climate change
 Samsung TVs took 50% of the Iranian market
 Introduced its R&D master system
 Released the “Giorgio Armani” smart phone
 Sold more than 5 million LCD panels for notebooks
per month for the first in the industry
 Developed a 240Hz 3D LCD panel
 Received the 2009 LCD TV Market Leadership Award
 Deploys its brand memory card business
 Reached the world’s first LTE terminal supply
agreement
 Developed the world’s thinnest 3mm LED TV panel
 Samsung successfully tested WiMax global roaming
 Samsung’s LED TV won “TV of the Year” in Britain
 Declared its “Creative Company” strategy for the next
100 years
 Passed 4 trillion won in operating profits for its 40th
year of foundation
 Introduced a “Creative New Employee” hiring system
 Developed the world’s first 0.6mm 8 chip package
 Sold 10 million STAR phones in six months of its
release
 Announced its open mobile platform, “bada”
 Became the first in the industry to sell more than 4
million LCD panels for TVs per month
 Supported the hosting of the WCG final
 Launched a VIP membership program
 Sold 50 million full touch screen phones in 2 years
 Samsung's printing solutions won product of the year
in the US
 Samsung successfully commercialised its 4th
generation LTE terminal
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 Restructured its organization and appointed Gee-Sung

Choi as its new CEO
 Sales of Samsung “Yuna Haptic” phones broke the
threshold of 1 million
 Became No. 1 in the US digital TV market for the 4th
consecutive year
 Named Yoon-Woo Lee as a Vice Chairman & CEO of

Samsung Electronics
 Launched OMNIA phone
 Completed establishing TV manufactory in Russia
Kaluga
 Became the official sponsor of 2010 Guangzhou Asian
2008 Game
 Developed the world's first 2Gb 50 NANO
 Samsung takes No. 1 spot in U.S. cellphone market
 Opened Global Brand PR Centre ‘Samsung D'light'
 No.1 worldwide market share position for TVs
achieved for the 9th quarter in a row
 No.1 worldwide market share position for TVs

achieved for the seventh quarter in a row
 Developed the world's first 30nm-class 64Gb NAND
Flash™ memory
2007  BlackJack bestowed the Best Smart Phone award at
CTIA in the U.S.
 Attained No.1 worldwide market share position for
LCD for the sixth year in a row
2006  Developed the world's first real double-sided LCD

 Developed the worlds' first 50nm 1G DRAM
 Unveiled 10M pixel camera phone
 Launched "Stealth Vacuum," a vacuum cleaner with the
world's lowest level of noises
 Launched the worlds' first Blu-Ray Disc Player
 Developed 1.72"Super-Reflective LCD Screen
September, 2005 The India Retail Forum has awarded Samsung as the Best
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Retailer of the year 2005 in the consumer Durables category.
James Damian, SVP, Best Buy and his team handed over the
award to Mr. Ravinder Zutshi, Dy MD and Samsung India at
the India Retail award function held in Mumbai on 16th
September.
February 2005 Mr. S. H. Oh appointed as the President and Chief Executive
Officer of Samsung South West Asia.
November 2004 Samsung received the Golden Peacock Special commendation
Certificate for Corporate Social Responsibility (Private Sector)
for the year 2004 from Mr. Shivraj Patil, Union Home Minister.
February 2004 India made regional headquarters for Samsung Southwest
Asia.
February 2004 Mr. K. S. Kim appointed as the First President and Chief
Executive Officer of Samsung South West Asia.
November 2003 Inaugurated Samsung's new, High-Tech, advanced
Refrigerator facility.
August 2003 Commencement of production at refrigerator facility in Noida.
June 2003 Merger of SIEL with SEIIT.

Software technology park set up at Noida
December 2002 Construction commences for 5,000,000 refrigerator plant in
Noida
October 2002 Samsung unveils new technology for Consumer Home
Entertainment (DNIe™)
June 1996 Foundation Stone laid for CTV Factory at Noida, Uttar
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Pradesh.
May 1996 Launch in South
Home Appliances Launch
December 1995 Samsung India Electronics (SIEL) products launched in India.
August 1995 Certificate for commencement of business received by
Samsung
The digital age has brought revolutionary change – and opportunity – to
global business, and Samsung has responded with advanced techno-logies,
competitive products, and constant innovation.
At Samsung, we see every challenge as an opportunity and believe we are
perfectly positioned as one of the world's recognized leaders in the digital
technology industry.
Our commitment to being the world's best has won us the No.1 global
market share for 13 of our products, including semiconductors, TFT-LCDs,
monitors and CDMA mobile phones. Looking forward, we're making historic
advances in research and development of our overall semiconductor line,
including flash memory and non-memory, custom semiconductors, DRAM and
SRAM, as well as producing best-in-class LCDs, mobile phones, digital
appliances, and more.

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SAMSUNG GLOBAL
The DNA of Digital Innovation
Samsung Electronics is a global leader in semiconductors,
telecommunications, digital media and digital convergence technologies with
2004 parent company sales of US$55.2Bn and net income of US$10.3Bn.
Employing approx. 113,000 people in over 90 offices in 48 countries, the company
has of 5 main business units: Digital Appliance Business, Digital Media Business,
LCD Business, Semiconductor Business and Telecommunication Network
Business. Recognized as one of the fastest growing global brands, Samsung
Electronics Corporation is the world’s largest producer of Colour Monitors,
Colour TVs, Memory Chips and TFT LCD’s.
Samsung in India
Samsung India is the hub for Samsung's South West Asia Regional
operations. The South West Asia Headquarters, under the leadership of Mr. J S
Shin, President & CEO, looks after the Samsung business in Nepal, Sri Lanka,
Bangladesh, Maldives and Bhutan besides India. Samsung India which
commenced its operations in India in December 1995 enjoys a sales turnover of
over US$ 1Bn in just a decade of operations in the country.
Headquartered in New Delhi, Samsung India has widespread network of sales
offices all over the country . The Samsung manufacturing complex housing
manufacturing facilities for Colour Televisions, Mobile phones, Refrigerators and

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Washing Machines is located at Noida, near Delhi. Samsung 'Made in India'
products like Colour Televisions, Mobile phones and Refrigerators are being
exported to Middle East, CIS and SAARC countries from its Noida
manufacturing complex. In November 2007, Samsung commenced the
manufacture of Colour televisions and LCD televisions at its state–of-the-art
manufacturing facility at Sriperumbudur, Tamil Nadu. The Company is also
manufacturing fully automatic front loading washing machines at its
Sriperumbudur facility.
Customized products for Indian Consumers
Samsung understands the local cultural sensibilities to customize its products
according to the Indian market. It has set up a “usability lab” at the Indian
Institute of Technology in New Delhi to customize Samsung products to meet
the specific needs of Indian consumers. This industry-institute partnership is
helping Samsung to study and analyze consumer response in aspects of product
design, including aesthetics, ergonomics and interface.
Through its research done on consumer preferences in India, Samsung has
concluded that Indian consumers want more sound oriented products. Thus, the
Samsung televisions for India have a higher sound capacity than their foreign
counterparts.
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For the semi-automatic segment of Samsung washing machines, Samsung has
introduced for the first time in India a feature called Super Dry. It is present in
three of Samsung’s semi automatic models and dries the clothes better than the
rest.
Samsung washing machines have an additional menu that takes care of the
local Indian wardrobes. They also have a ‘memory re-start’ that takes care of the
frequent power failures in India.

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PRODUCT PROFILE
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PRODUCT PROFILE
Samsung LED 9000

Impeccable beauty
 Most appraised, most admired design

 Perfect interior item, enriching your lifestyle which others will admire
 Jaw opening performance with cutting edge technology.
 Access your online world right on your TV.
 Enjoy more options thanks to our content providers.
 Navigate with our easy-to-use interface and apps.
 Ultra Clear Panel
 Connect Share Movie
 More real than reality with 3D Hyper Real Engine
 4 HDMI
 Full HD 1080P
 SRS Theatre Sound
 Mega Contrast Ratio
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Samsung Refrigrators
 Twin Cooling
 Automatic Ice Maker
 Easy Handle
 Consistent Temperature
Welcome Summer with a Revolution

 Biosleep
 54°C S-UTR
 Smart Saver
 Anti Bacteria Filter
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Samsung Washing Machines

 Diamond Drum - 79% less fabric damage
 Silver Nano
 voltage control (165 ~ 400 volt safety)
 wool wash - Woolmark certified
VRT Front Loading Washer
Designed with Vibration Reduction TechnologyTM (VRT),
our washer dramatically reduces barrel vibration—even
at the highest speed. It also reduces energy and water
consumption to the world’s lowest levels. Further, we’ve
enhanced washing performance and eco-friendly performance
with a diamond-shaped embossing drum.

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Samsung Notebooks
Designed for great value
The power to perform at the speed of life
Crafted for style and safety
Get online almost anywhere
A picture that’s close to perfection
Samsung Recovery Solution
Wide Video MP3 Player (YP-P2)
 Equipped with Bluetooth and a touch screen interface,
 the YP-P2 lets consumers enjoy vivid videos on a 3-inch
 wide LCD screen. Samsung’s proprietary DNSe 2.0

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 technology with EmoTure™ UI enhances the ultimate multimedia
experience.
Samsung LCD Monitors

Mega colour, Mega contrast, Mega experience
Save space and the environment
Perfect high speed performance
Control brightness, conserve energy.
Reduce eyestrain. Enhance your viewing experience.
Feel the Effects of Colour
The Smart Size
Customise Your Control
Goes Off by Itself
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6-in-1 Steam Oven
Simple, yet stylish, our 6-in-1 steam oven combines all of
the features of a conventional oven with advanced steam
cooking technology to stimulate healthier eating.
Samsung’s versatile steam cooking solution adds a
steam function to the conventional oven, grill and microwave,
as well as dry heat and fermenting.
Samsung Touch Phone
 Ultra-messaging BlackJack II (SG H-i617)
 Microsoft’s Windows Mobile software-enabled HSDPA
 smart phone boasts a bigger screen than the BlackJack
 I and includes a jog wheel. The phone also has cuttingedge
 features such as a touch screen, Bluetooth, GPS and wireless LAN

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Samsung Camcorders
 Full HD 1080p Playback: HD up-Scaling
 65X Intelli-Zoom
 USB Charging
 Scene Mode
 Face Detection AF/AE
 Time Lapse Recording

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OBJECTIVES OF THE
STUDY
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OBJECTIVES OF THE STUDY
 To find number of brands of consumer durable in Bangalore district.
 To study brand preference of consumer for consumer durable goods..
 To find most important parameter for selection of brand of Colour
television, Refrigerators, Washing machine, DVD, Microwave oven.
 To study profit margin of major brands in consumer durable.

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RESEARCH METHODOLOGY
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RESEARCH METHODOLOGY
Research methodology is considered as the nerve of the project. Without a
proper well-organized 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 buyer’s behavior,
consumption pattern, brand loyalty, and focus market changes. A research
design specifies the methods and procedures for conducting a particular study.
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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. In this study
the company was interested to know the demand of different consumer durable
product, about competitors, and potential for SAMSUNG procedures to be used
for the study among retailers/dealer and. However it was exclusively personal
interview.
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.
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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
 Bangalore city
Yeshwanthapur
Sanjaynagar
Malleshwaram
Mahalakshmipura
Gayathrinagar
Rajajinagar
Gandhinagar
Chickpet
510910259
Chamarajpet
Govindaraj nagar
Chandra layout
Jagajeevan ramnagar
Basavanagudi
Hanumanth nagar
Padmanabha nagar
Jayanagar
Hombegowda nagar
Madiwala
Koramangala
Shanthinagar
Jeevanbheema Nagar
Bharathinagar
Sarvagna Nagar
Banaswadi
Shivajinagar
Jayamahal
Hebbal
Kadugondana Halli
510910259
Scope of the study

510910259
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 Bangalore district.
While visiting the Dealers we:
1. Calculated the display share of the SAMSUNG product in shop.
2. Collected the data of actual monthly sale of the SAMSUNG product in few
shop.
3 Found out the problems that the dealer were facing while selling the
SAMSUNG products.
4. Found out the customer response for SAMSUNG products by asking the
owner of the shop.
5. Checked whether demo calls were attended or not

510910259
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 $450 billion by on 2010
3. India has the youngest population amongst the major countries. There were 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 were 56 million people in middle class, who were earning us$4,400-
US$21,800 a year. And there were 6 million rich household in India.
5. The upper-middle and high-income household in urban areas were expected
to grew to 38.2 million in 2007 as against 14.6 million in 2000.
OPPORTUNITY
1. In India the penetration level of white goods is lower as compared to other
developing countries.
2. Unexploited rural market.

510910259
3. Rapid urbanization.
4. Increase in income level, i.e. increase in purchasing power of consumers.
5. Easy availability of finance.
THREATS
1. Higher import duties on row materials.
2. Cheap imports from Singapore, China and from other Asian countries.
LIMITATION OF STUDY
Although I tried my best in preparation of this project, but this study has
some limitation:
1. The period of the project was not sufficient to study all the factors in deep.
2. Visiting various places for the study consumed a lot of time.
3. We cannot say that what the consumer have revealed will be right for each and
every situation because their perception is influenced by many factors.

510910259
4. Many consumer and dealers/retailers showed less interest in providing
information and haven’t cooperated.
5. Some of confidential information viz. credit period, schemes, policies and sales
figure were not disclosed by the competitors.

510910259
TheoreTical
Background
510910259
THEORETICAL BACKGROUND
OF THE STUDY
Scope of market research in view of modern global business
Research methods provide you with the knowledge and skills you need to
solve the problems and meet the challenges of a fast-paced decision-making
environment. Business research courses are a recognition that students in
business, not-for-profit, and public organizations – in all functional areas – need
training in the scientific method and its application to decision making. Two
factors stimulate an interest in more scientific decision making: (1) the manager’s
increased need for more and better information and (2) the availability of
improved techniques and tools to meet this need.
During the last two decades, we have witnessed dramatic changes in the
business environment. Emerging from a historically economic role, the business
organization has evolved in response to the social and political mandates of
national public policy, explosive technology growth, and continuing innovations
in global communications. These changes have created new knowledge needs for
the manager. Other knowledge demands have arisen from problems with
mergers, trade policies, protected markets, technology transfers, and
macroeconomic savings – investment issues.

510910259
The trend toward complexity has increased the risks associated with
business decisions, making it more important to have a sound information base.
Increased complexity means there are more variables to consider. The
competition is more vigorous, with many businesses downsizing to make
competitive gains. Workers, shareholders, customers, and the public are better
informed and more sensitive to their self-interest. Government continues to show
concern with all aspects of society. Each of these factors demands that managers
have more and better information upon which to base decisions.
To do well in such an environment, you will need to be equipped with an
understanding of scientific methods and a means of incorporating them into
decision making. You will need to know how to identify good research and how
to conduct it. This book addresses these needs.
As the complexity of the business environment has increased, there has
been a commensurate, increase in the number and power of the tools to conduct
research. There is vastly more knowledge in all fields of management. We have
begun to build better theories. The computer has given us a quantum leap in the
ability to deal with problems. New techniques of quantitative analysis take
advantage of this power. Communication and measurement techniques have
also been enhanced. These trends reinforce each other and are having a massive
impact on business management.

510910259
SOURCES OF COLLECTION OF PRIMARY AND SECONDARY DATA
FOR MARKET RESEARCH

The sources may be classified as either internal (organizational) or
external sources of information.
Internal Sources
Internal sources of organizational data are so varied that it is difficult to
provide generalizations about their use. Accounting and management
information systems create and store much of the internal data. Research and
development, planning, and marketing functions also contribute. Examples are
departmental reports, production summaries, financial and accounting reports,
and marketing and sales studies. The collection methods used are unique to the
specific situation, and collection success depends on knowing just where and
how to look. Sometimes the information may exist in central files (i.e., at
headquarters), in computer database, or in departmental chronological files.
In other organizations, a central library keeps all relevant information.
Systematic searches should be made through exploratory interviews with
everyone who handles the information. Often company librarians, MIS,
PR/communications, or departmental secretaries can help in pinpointing critical
data sources. Internal data sources may be the only source of information for
many studies.
510910259
External Sources
External sources are created outside the organization and are more varied than
internal sources. There are also better defined methods for finding them. This
discussion is restricted to published sources, although other sources of
information may be useful.
Published sources of data can be classified into five categories. The newest
and fastest growing one is computerized database. They are composed of
interrelated data files. The files are sets of records grouped together for storage
on some medium. Access may be through online search or CD-ROM. Online
databases are often specialized and focus on information about a particular field.
Major source of published information consists of diverse materials from special
collections. Within this category there are many reference books, each a
compendium of a range of information. A second group includes university
publications, of which there are master’s theses, doctoral dissertations, and
research records. A third group includes company publications such as financial
reports, company policy statements, speeches by prominent executives, sales
literature, product specifications, and many others. There are miscellaneous
information sources consisting of the productions of various trades, professional
and other associations. These organizations often publish statistical compilation,
research report, and proceeding of meeting.

510910259
Data analysis
and InterpretatIon
510910259
DATA ANALYSIS AND INTERPRETATION
Table No.1 Number of company’s product sold by dealers.
Sr. No. PRODUCT NO. OF RESPONDENTS

1 C-TV 86
2 C-TV &
REFRIGERATOR 67
3 C-TV &
REFRIGERATOR &
WASHING
MACHINE 56
4 ABOVE ALL 92
TOTAL 301
Source:- Survey
Graph No. 1
INTERPRETATION:-
According to survey, 86 dealers were sold only C-TV, 67 dealers were sold C-TV
and REFRIGERATOR, 56 dealers were sold C-TV and REFRIGERATOR,
WASHING MACHINE and 92 dealers were sold all product.

510910259
Table no. 2 shows no. of company’s product sold from dealer’s shop.
Sl. NO. NO. OF COMPANIES PRODUCT NO. OF

RESPONDENTS
1 FIVE 33
2 FOUR 24
3 THREE 9
4 TWO 34
TOTAL 100
Source:- Survey
Graph No. 2
INTERPRETATION-
According to survey, 33 dealers were sold 5 brands, 34 dealers were sold only 2
brands from their shops.

510910259
Table No.3 Shows Major brand of C-TV sold by dealers.
Sr. NO. NO. OF

BRAND RESPONDENTS PERCENTAGE
1 LG 39 39
2 VIDEOCON 23 23
3 SAMSUNG 18 18
4 SANSUI 11 11
5 ONIDA 9 9
TOTAL 100 100
Source:- Survey
Graph No. :- 3
INTERPRETATION-
According to dealers, in Bangalore district LG is leading in
C-TV with 39%, after that VIDEOCON is 2 nd with 23% and then SAMSUNG is on
3rd with 18%.

510910259
Table No.4 Most important parameter for more sale of C-TV
Sr. NO. REASONS FOR NO. OF PERCENTAGE

MORE SALES RESPONDENTS
1 Price 28 28
2 Quality 30 30
3 Service 17 17
4 Advertisement 15 15
5 Schemes 10 10
TOTAL 100 100
Source:- Survey
Graph No.4
INTERPRETATION-
According to dealers, Price is most important parameter for more sale of C-TV
and then Quality, Services, Advertisement and Schemes.

510910259
Table No. 5 shows the major brands of REFRIGERATOR sold by dealers.
Sr. NO NO. OF
1 LG 22 22
2 VIDEOCON 13 13
3 SAMSUNG 9 9
4 GODREJ 12 12
5 WHIRLPOOL 19 19
6 KELVINATOR 16 16
7 KENSTAR 9 9
TOTAL 100 100
Source:- Survey
Graph No. 5
INTERPRETATION-
According to dealers, LG also leading in the REFRIGERATOR market in
Bangalore district with 22%,
After that Whirlpool and Kelvinator is following them.

510910259
Table No.6 shows most important parameter for more sale of REFRIGERATOR

1 Price 27 27
2 Quality 32 32
3 Service 19 19
5 Schemes 9 9
TOTAL 100 100
Source:-Survey
Graph No. :- 6
INTERPRETATION-
According to dealers, most important parameter for more sale of Refrigerator
is Quality and then Price, Services, Advertisement and Schemes.

510910259
Table no.7 shows Major brands of Washing Machine sold by dealers.
Sr. NO. NO. OF

1 LG 18 18
2 VIDEOCON 11 11
3 SAMSUNG 15 15
4 IFB 7 7
5 WHIRLPOOL 21 21
6 GODREJ 9 9
7 KELVINATOR 10 10
8 KENSTAR 9 9
TOTAL 100 100
Source:- Survey
Graph No. :-7
MAJOR BRAND OF WASHING MACHINE
LG
9% 18% VIDEOCON
10%
SAMSUNG
9% 11%
IFB
WHIRLPOOL
GODREJ
21% 15% KELVINATOR
7%
KENSTAR
INTERPRETATION-
According to dealers, LG is leading in Washing Machine market with 18%, after
that VIDEOCON and SAMSUNG is leading in Bangalore district.

510910259
Table No.8 shows most important parameter for more sale of Washing Machine

1 Price 26 26
2 Quality 32 32
3 Service 24 24
5 Schemes 8 8
TOTAL 100 100
Source:- Survey
Graph No.8
INTERPRETATION-
According to dealers, the most important factor which affects the sales of
washing machine is QUALITY, and then prices and services is considered by the
customers.
510910259
Table No.9 shows Major brands of DVD sold by dealers.
Sr. NO. NO. OF

1 LG 11 11
2 VIDEOCON 13 13
3 SAMSUNG 10 10
4 ONIDA 15 15
5 PHILIPS 22 22
6 SANSUI 12 12
7 SONY 8 8
8 INTEX 9 9
TOTAL 100 100
Source:-Survey
Graph No. :- 9
MAJOR BRAND OF DVD

NO. OF RESPONDENTS
25 22
20
15
15 13 12
11 10 NO. OF RESPONDENTS
8 9
10
0
I
LG N G ID
A
IP
S
SU ON
Y EX
CO UN N I L N IN
T
S
EO M
S O
PH SA
ID A
V S
BRANDS
INTERPRETATION-
According to dealers, PHILIPS is the most popular brand in DVD market with
22%, after that ONIDA with 15% and VIDEOCON with 13% on 3 rd position.
510910259
Table No.10 shows most important parameter for more sales of DVD

1 Price 21 21
2 Quality 42 42
3 Service 17 17
4 Advertisement 8 8
5 Schemes 12 12
TOTAL 100 100
Source:-
Survey
Graph No. 10
INTERPRETATION-
According to dealers, Quality is major factor in respect of more sale of DVD, and
then Services and prices were to be considered.

510910259
Table No.11shows Major Brand of MICROWAVE OVEN sold by dealers.
Sr. NO. NO. OF

1 LG 18 18
2 VIDEOCON 13 13
3 SAMSUNG 15 15
4 KENSTAR 21 21
5 GODREJ 9 9
6 PHILIPS 8 8
7 BAJAJ 9 9
8 SONY 7 7
TOTAL 100 100
Source:- Survey
Graph No. 11
NO. OF RESPONDENTS
25
21
20 18
15
15 13
NO. OF RESPONDENTS
9 9
10 8 7
0
N J S J
LG G
TA
R
RE ILIP JA NY
CO UN
S D A O
S
EO M
S
EN G
O PH
B
ID A K
V S
INTERPRETATION-
According to dealers, KENSTAR 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.

510910259
Table No.12 shows Reason for more sales of MICROWAVE OVEN

1 Price 21 21
2 Quality 36 36
3 Service 14 14
5 Schemes 12 12
TOTAL 100 100
Source:- Survey
Graph No. 12
INTERPRETATION-
The most important factor of more sales of microwave oven is QUALITY of the
product. Quality is mostly affected on sales of microwave oven.

510910259
Table NO.13 shows High Profit margin brands
Sr. No. NO. OF

BRANDS RESPONDENTS PERCENTAGE
1 LG 21 21
2 SAMAUNG 18 18
3 WHIRLPOOL 16 16
4 VIDEOCON 13 13
5 SONY 11 11
6 GODREJ 9 9
7 PHILIPS 7 7
8 KENSTAR 5 5
TOTAL 100 100
Source:- Survey
Graph No.13
HIGH PROFITABLE BRAND

NO. OF RESPONDENTS
25
20
15
NO. OF RESPONDENTS
10
5
0
L N J
LG G O NY RE PS R
UN
PO CO
O D I LI STA
A O S
M IR
L E O PH N
SA H VID G KE
W
BRANDS
INTERPRETATION-
According 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 2 nd position, if SAMSUNG will change their pricing policy like
LG and VIDEOCON then SAMSUNG should be on 1 st position.
510910259
Table No.14 shows Suggestion from dealers for SAMSUNG to increase the
business
Sr. No. SUGGESTION NO. OF RESPONDENTS

1 FAST AND REGULAR
AFTER SALES SERVICE 31
2 REDUCE PRICES 21
3 INCREASE DEALER
MARGIN 15
4 ADVERTISMENT AT
RURAL AREA 13
5 IMPROVE QUALITY 10
6 REGULAR SCHEMES 9
TOTAL 100
Source:- Survey
Graph No.14
35
30 Series1
25 Series2
Series3
20
Series4
15
Series5
10 Series6
5 Series7
0
ADVERTISMENT
SUGGESTION
INCREASE
IMPROVE
AFTER SALES
SCHEMES AND
REDUCE
QUALITY
LUCKY DRAW
PRICES
MARGIN
DEALER
FAST AND
REGULAR
SERVICE
REGULAR
AT RURAL
AREA
NO. 1 2 3 4 5 6
INTERPRETATION-
According to suggestion of dealers, AFTER SALES SERVICE is most important

factor which is helping to the SAMSUNG for increase the sales.
After that PRICES OF THE PRODUCT should be economic. DEALER MARGIN
should increase for motivation of dealers.
510910259
FINDINGS
510910259
FINDINGS OF THE PROJECT
1. We came to know while visiting the shop most of the dealers sold entire
consumer durable product including C-TV, Refrigerator, Washing Machine,
DVD, Microwave oven.
2. We know that during the survey in consumer durable industry in Bangalore
district and rural area of Bangalore district LG is leading in Colour television,
Washing Machine, Refrigerator.
3. Study shows that quality is most important parameter for more sale of colour
television and then price is considered by consumers.
4. Study shows that quality of the product is most important parameter for
Refrigerator then price is considered by consumers.
5. While visiting the shop we came to know that quality is most important
parameter which is affect on more sales of Washing Machine.
6. According to Survey, Philips is most popular brand for DVD.
7. We came to know that while visiting the shop, Kenstar is most preferable
brand for Microwave oven because of their quality.
8. While visiting the shop we know that LG is gives high profit margin as
compare to other competitors.
9. While visiting the shop dealers suggested that after sales service is most
important factor which contributes towards the sales of Consumer durables.
10. All the dealers were not satisfied with the profit margin.
11. SAMSUNG product is costly as compared to LG and VIDEOCON.
12. Maximum rural area is covered by the VIDEOCON because of their low price
products.
13. We came to know while visiting the shops that there was big problem of after
sales service.
510910259
14. Many dealers were facing the problem of after sale service because there is no
follow up calls from SAMSUNG.s
15. Demo calls also not done properly.
16. LG and Videocon is the main competitor of SAMSUNG.
17. Advertising of SAMSUNG CTV is more effective as compare to the
competitors.
18. Sales promotion scheme were sufficient.

510910259
SUGGESTIONS &
RECOMMENDATIONS
510910259
SUGGESTIONS & RECOMMENDATIONS
 Company should improve the after sales service of products as it is the
main factor for the sales of consumer products.
 If the SAMSUNG Ltd. reduces their product price like LG and
VIDEOCON then SAMSUNG will take over the LG in all categories.
 Company should distribute free key chain, calendar, t-shirts for making
brand popular among people.
 Company should introduce low price and low power consumption
Refrigerator for acquiring the middle income group.
 Dealer desire more advertisement to be done through local newspaper
and cable TV ads. To make consumers aware about the product.
 Prompt of service in time.
 Advertisements of the company’s products should focus on quality rather
than price.
 Company should target upper middle class or premium class customers.
 Company should introduce low cost products to satisfy the needs of low
or middle class.
 Demo calls as well as follow up Help Company to maintain customer
relationship and hence the company should focus on these aspects.

510910259
 SAMSUNG ltd. should concentrate on after sales service.
 SAMSUNG ltd. should try to trap the rural market.
 SAMSUNG ltd. Establish the service center as per taluka place.

510910259
CONCLUSION
510910259
CONCLUSION
 With respect to the above study and the findings thereby, the company
has definitely entrenched into the urban market.
 With few more concerted efforts, the said organization needs to enter the
rural market in order to completely establish itself all over.

510910259
ANNEXURE &
BIBILOGRAPHY
510910259
ANNEXURE
A. Questionnaire
Study of Consumer Durable Market for SAMSUNG Electronics Ltd. With

Special reference To Bangalore district.
Name of shop:
Address:
Contact no.:
1) Which is consumer durable product you sold from your shop?
□C-TV □Refrigerator □Washing Machine
□DVD □Microwave
2) How many no. of company’s product you sold from your shop?
□ONE_______________________________________________
□TWO_______________________________________________
□THREE_____________________________________________
□FOUR______________________________________________
□FIVE_______________________________________________
□SIX________________________________________________
3) Which is major brand of Colour-Television you sold from your shop?

□SAMSUNG □LG □ Videocon □ Onida
□ Sansui
4) What is the important parameter for more sales of Colour-Television

brand?
□Price □ Quality □ Services □ Advertisement
□ Schemes
5) Which is major brand of Refrigerator you sold from your shop?

□ Godrej □ Whirlpool □ Kenstar □ LG
□ SAMSUNG □ Videocon □ Kelvinator
510910259
6) What is the important parameter for more sales of Refrigerator brand?

□ Price □ Quality □ Services □ Advertisement
□Schemes
7) Which is major brand of Washing Machine you sold from your shop?
□ IFB □ Whirlpool □ Kenstar □ LG
□ SAMSUNG □ Videocon □ Kelvinator □ Godrej
8) What is the important parameter for more sales of Washing Machine

brand?
□ Schemes
9) Which is major brand of DVD you sold from your shop?

□SAMSUNG □ LG □ Videocon □ Onida
□ Sansui □ Philips □ Intex □SONY
10) What is the important parameter for more sales of DVD brand?
□ Schemes
11) Which is major brand of Microwave you sold from your shop?
□SAMSUNG □ LG □ Videocon □ Kenstar
□ Godrej □ Philips □ Bajaj □SONY
12) What is the important parameter for more sales of Microwave brand?
□Price □ Quality □ Services □ Advertisement
□ Schemes
13) Which company’s product you give high profit margin?

□SAMSUNG □LG □VIDEOCON □SONY
□WHIRLPOOL □GODREJ □PHILIPS □KENSTAR
14) What are your suggestions for SAMSUNG to increase the sales?
_________________________________________________________________
__________________________________________________________________
510910259
B. List Of Samsung Dealers in Bangalore:-
Sl No. Name of the Dealer Address of the dealer Contact No.
1. A.P Electricals, # 321/1, Chinmaya Mission Hospital 25251960

Indira Nagar(Brand Road, Indra Nagar Bangalore-560038
Shop)
2. Adishwar Electro # 93/1, 80 Ft Ring Rod, Opp To Big 26691262,63

World, Bazzar, Pvr Tower, Bsk 3Rd Stage-
Bhanshankari 560085
3. Adishwar Electro # 5, Intermedit Ring Road Koramangala, 41118678,13,14

World, Domlur Domlur Bangalore-560040
4. Adishwar Electro # 102A, Near Food World2 Nd Block, 25450871

World, Hrbr Layout Hrbr Layout, Kalayan Nagar Bangalore-
560043
5. Adishwar Electro #428, Singiri Arcade, 40Th Cross, 9Th 26541050,51,52

World, Jayanagar Main , Jayanagar, 5Th Block Bangalore,
560041
6. Adishwar Electro # 90/6, Munnikolla, Marathahalli, 25450871

World, Marathahalli Sarjapur Ring Road Opp Multi Plex,
Bangalore-560037
7. Adishwar Electro # 280/107, 19Th Main Road, 1St N Block, 23134692,93

World, Rajajinagar Rajajinagar, Bangalore-560010
8. Adishwars # 26, 80 Ft Ring Rod, Opp To Big Bazzar, 40900662,61

Electroworld(Brand Pvr Tower, Bsk 3Rd Stage Bangalore,
Shop) 560085
510910259
9. Adishwars #14, 10Th Main, 1St Block, Next To 41610910

Electroworld(Brand Cake Place Rajajinagar Bangalore-
Shop) 560010
10. Cool Well, # 1/B, M G Road Bangalore-560001 25327769
M.G.Road
11. Croma - Brigade Rd Eva Mall, Brigade Road, Bangalore - 66310166

560001
12. Croma - Hrbr Ss Manor, ?Nr Royal Concorde School,

Chelikere Ring Rd, Chikka Tayapa
Reddy Lyt, Kalyan Nagar, Bangalore - 67127288, 67127280
560043
13. Croma - Kormangala Hm Vibha Towers Above, Star Bazar, 66969859

Tata Enterprise, Hosur Road, Bangalore
- 560030
14. Devi International, # 12, 10 6Th Main, 2Nd Block Bangalore- 41508062
Jayanagar 560011
15. Encon Impex Pvt Ltd No 45 2Nd Floor, Vinayaka Electronic 41119378/41695025
Plaza , 1St Cross Sp Road Bangalore,
560002
16. Ezone - Cunn Rd No.15, 16 17, Sigma Mall, Grnd Flr, 32413975
Cunningham Road, Bangalore - 560052
17. Ezone - Hebbal No.127, 1St Flr, Esteem Mall, 41699044

Kempapura, Hebbal, Bangalore - 560024
18. Ezone - Ind Ngr No.62, Asha Pearl, Opp To Axis Bank, 25216854
510910259
100Ft Rd, Indiranagar, Bangalore -

560038
19. Ezone - Jayanagar No.18/A, 3Rd Flr, 10Th Mn Rd, Ashoka 26577527
Pillar Rd, 1St Blk, Jayanagar, Bangalore
- 560011
20. Ezone - Kormangala Opp To Sukh Sagar, 100Ft Rd, 4Th Blk, 25520241
Koramangala, Bangalore - 560034
21. Ezone - Marathalli No.92/4, Vanshee Twrs, Nr Innovative 66621123

Multiplex, Outer Ring Rd,
Marathahalli, Bangalore - 560037
22. Ezone - Raj Ngr Opp To St Teresa Hospital, Dr 32479426

Rajkumar Rd, Rajajinagar, Bangalore -
560010
23. Girias Invst. Pvt Ltd, # 138, Sholla Circle, Brigade Road Near 2235555,22915555
Brigade Road Brigade Towers Banalore-56002
24. Girias Invst. Pvt Ltd, # 526, Indranagar, Koramangala Ring 43532222
Domlur Raod, Opp Dell, Bangalore-560071
25. Girias Invst. Pvt Ltd, No 5 A/C - 422, 2Nd Block, Hrbr Road, 42598888
Hrbr Bangalore - 560043
26. Girias Invst. Pvt Ltd, # 37, 100Ft Road, Jayanagar 1St Block , 26566140,41,42
Jayanagar Opp Dayananda Sagar Choutry
Bangalore-11
27. Girias Invst. Pvt Ltd, No 1/1-4, 1/1-E, 7Th Cross, Gudadahalli, 26741226
Mysore Road Mysore Rd, Banglaore 560026
510910259
28. Girias Invst. Pvt Ltd, # 1035/125, 20Th Main Road, W.O.C 23119236,42673000
Rajajinagar Road, 5Th Block, Rajajinagar,
Bangalore-560010
29. Girias Invst. Pvt Ltd, # 1/1, Bellary Road, Cauvery Theater 42646666
Sadashivnagar Circle, Sadashiv Nagar, Bangalore-
560080
30. Griha Vaibhav, # 503/3, 46Th Cross, 5Th Block 26542611

Jayanagar Jayanagar, Bangalore-560041
31. Jainex Technologies No 119/6, Ii Floor, Iii Cross, S.P Road 22292199
Bangalore, 560002
32. Mega Compu World No-1/1 Pc Lane -Sp Road Cross 2242492 / 2241220
Pvt Ltd Bangalore, 560002
33. Metro - Kanakpura No.18/1/2, Op To Khodays Breweries, 26082198

Konankunte Village, Uttrahalli,
Kanakapura Main Road, Bangalore -
560062
34. Metro - Yeshwantpur No.26/3, Ward No.9, A Blk, Subramanya 22192000

Ngr, Indl Suburbs, Yeshwanthpur,
Bangalore - 560022
35. Mre # 13-14, Service Road, Airport Road 25358192

Domlur, Bangalore, 560071
36. Next - Hsr No.2625, Op Cpwd Qtrs, 27Th Mn, 1St 32479266
Sec, ?Hsr Layout, Bangalore - 560102
510910259
37. Next - Jayanagar No.108, Udaya House, 30Th Crs, 8Th B 32479263
Mn Rd, Jayanagar 4Th T Block,
Bangalore - 560011
38. .Next - Jp Nagar No.665/10, 11Th B Mn, 5Th Blk, 100Ft 32479264
Ring Rd, Jayanagar, Bangalore - 560041
39. Next - Kormangala No.914, Sri Venkateshwara Cmplx, Opp 41623666

To Ibp Petrol Bunk, 80Ft Rd,
Koramangala, Bangalore - 560034
40. Next - Marathalli No.90/1, Sri Balaji Suprabhata, Op To

Innovative Multiplex, Outer Ring Rd, 42311234
Munekolala, Marathahalli, Bangalore -
560037
41. Next - Rt Nagar No.11 12, P T Clny, 80Ft Mn Rd, R T 32479268

Nagar, Bangalore - 560032
42. Next - No.63, Nr Fabmall, Bel Lyt, 60Ft Rd, 41728070

Vidhyaranyapura Vidyaranyapura, Bangalore - 560097
43. Pai International , #6, Belekarehalli Gate, Bannergatta Rd, 41304204,05

Bannerghatta Road Bangalore - 560076
44. Pai International, # 20A/1, 100Ft Road, Indranagar, 25219466

Indira Nagar Bangalore-560038
45. Pai International, # 7, 7Th Main, 5 Th Block, Koramangala, 25503624,25

Koramangala Bangalore-560095
510910259
46. .Pai International, Munnikolla, Marathahalli, Sarjapur 25219466

Marathahalli Ring Road Opp Multi Plex, Bangalore-
560037
47. Premier Computer # 12, Sunkalpet Main Road Bangalore, 51327029

560002
48. Rajtronics, B.T.M # 8, 100Ft Main Road, Btm 2Nd Stage 41311901
Layout (Brand Shop) Bangalore-560076
49. Sogo Retail # 200/F/5/1, 7Th Main, 3Rd Block, 40984545

Management(Brand Jayanagar, Bangalore-560013
Shop)
50. Spar Nr Dairy Cirlce, ?Bannerghatta Road, 40618500,

?Bangalore - 560076
51. Sridurga Computech 179-24 27Th Cross 6Th Block Jaya Nagar 26639956-65
Pvt. Ltd. Bangalore, 560082
52. Tekno Computers 25 26, 1St Floor Vinayaka Electronics 41696980

Services Plaza, 1St Cross, S.P Road Bangalore,
560002
53. Total , Airport Rd Near Shiva Temple, Old Airport Road, 25222501
Musugesh Palya , Bangalore 560070
Bangalore,
54. Total , Mysore Rd 1St Floor, Division No 53, Gopala, 28240000

Bangalore,
510910259
55. Total, Madivala Opp Police Station, Hosur Main Road, 26248888
Baglaore - 560068
56. Total, Sarjapur Road # Amblapur, Sarajapur Road, Belandur 24546677

Gate, Bangalore-560035
57. Unilet Appliances, # 60/45, 50 Ft Road, Hanumanthanagar, 42426666

Hanumanth Nagar Bangalore-560019
58. Unilet Appliances, # 97, Wheelers Road, Coxtown, 32101444

Coxtown Bangalore-560005
59. Unilet Appliances, # 17, 100Ft Road, Btm Layout, 2Nd 25227421,37
B.T.M Layout Stage, Bangalore-560078
60. Unilet Appliances, # 13/14, Royal Chambers, Near Bhagini 22956126,27

Hrbr Layout Resturant, Doddabanaswadi, Outer
Ring Road, Bangalore-560043
61. Unilet Appliances, # 145, 50 Ft Road , Khb Colony, 5Th 22956121,22

Koramangala Block, Koramangala Bangalore-560095
62. Unilet Appliances, # 13, Byatarayanapura, Next To Bata 22956128,29

Sahakarnagar Showroom, Sahakarnagar, Bellary Main
Road, Bangalore-560092
63. Vanpac Systems No 189, Ii Main, Chamarajpet 26619555/ 26623546

Bangalore, 560018
64. Varun #144, 1St Main Raod, Opp Cto Office, 23364266
Electronics(Brand Seshadripuram, Bangalore-560020
Shop)
510910259
65. Varun # 91, 60 Feet Main Raod, 6Th Block, 25520802

Electronics(Brand Koramangala, Bangalore-560095
Shop)
66. Vasanth Co, K.H # 1/1 Prestige Court, Kh Raod (Double 22236633
Road Road) Bangalore-560027
67. Viveks Ltd., 100Ft #1134, 100Ft Road , 2Nd Stage Indra 41461910
Rd Nagar, Bangalore-560038
68. Viveks Ltd., # 36/1, Elephant Rock Road, 3Rd Block, 41356644
Jayanagar Jayanagar, Bangalore-560011
69. Viveks Ltd., # 116, 80 Ft Road, Opp Rajeha Arcade 41461906

Koramangala Koramangala, Bangalore-560034
70. Xcite - Koramangala No.105, Nr Jyothi Nivas College, 5Th 42449000

Blk, Indl Lyt, Koramangala, Bangalore -
560095
71. J D Electronics #118,tv complex,bvk iyengar rd, 41225432

opp.koutons showroom, Bangalore
72. Griaha Vaibhava 146, R V Road, Bangalore 26618084
73. Bangalore No 124, Sadar Patrappa Road, Bangalore 22239887

Electronics
74. Electro Systems 4215, J.K Complex, Bangalore 23577924

Associates Pvt Ltd
510910259
75. A C E Components 68, 34th Crs 4th T-Blk J Ngr-560011 26635069

& Electronics Pvt Ltd
76. A G Electronics 638/C II Stg 1st Blk Dr Rajkumar Rd 23422022

Rajaji Ngr-560010
77. A L Electronics 105/2 F Blk Bgt R Ngr-560010 26586061
78. A M Electronics A13, S R S Rd Peenya-560058 28393430
79. A P R Electronics P 37/9 K S Gdn 4th Crs L B Rd-560091 22244439

Ltd
80. Bhandari Electronics No 228, Sadar Patrappa Road, Bangalore 2223207/ 2226994
81. Punith Electronics No.10, Kumargrundi road, 2275934/ 2245507

Sjp road, 1stcross,Bangalore -560002.
82. Aditya Electronics 197/15, 1st Mn Bhovipalya ML Prm- 23493770

560086.
83. Adtec Electronics Pvt 113, 3rd Crs MICO Arekere Lyt 1st Stg 26585461
Ltd Bgt Rd-560076
84. Akshay Electronics 2953/E, Srvc Rd V Ngr-560040. 23401283

85. Amrit Electronics 22, 5th Blk Koramangala-560095. 25535814
86. Allied Electronics & 302 Blue Crs Chambers 11 Infantry Rd- 25591315
Magnetics Ltd 560001
87. Anuraj Electrical & 570, 2nd Ph Bsk 3rd Stg-560085. 26722116
Electronics
88. Arihanth Electronics 8(1) 121 N K K Cplx Ramana Ln S P Rd- 22220466

560002
510910259
89. Arison Electronics 34 Ramakrishna Clny 2nd Ph JP Ngr- 26595483

560078
90. Avishkar Electronics 1844 33rd Crs 10th Mn Bnsk 2nd Stg- 26719910
560070
91. B G Electricals & B Pet-560053 22874710

Electronics
92. Benaka Electronics 13, WOC Rd 4th Stg Indl Town-560044 23353615
93. Bethel Electronics 3 Plot 44/18/6 Bhd KTC Bommanahalli r- 25725083

560068.
94. C Mac Centum 44 K H B Indl Area Yelhnk Nw Tn Sp 28462062

Electronics Ltd
95. Canara Electronics # 1494, 8th Main `A' Blk,2nd Stg R-Ngr- 22902002
560010
96. C-Cube Electronics 390 5th Mn 12th Crs 2nd Stg WOC Rd 23592059
Mahalakshmi Pura-560086.
97. Choice Electronics Tp Ln S P Rd-560002 22270548
98. Chopda Electronics 118 S P Rd-560002 22234456
99. Danam Electronics SB-106, 1st Stg PIE-560058 28394024
100. Decibels Electronics C-2 SPL Habitat 138 Gangadhar Chetty 25327335
India Pvt Ltd Rd Uls-560042
510910259
BIBLIOGRAPHY
o http://www.samsung.com/in/aboutsamsung/index.html
o http://www.samsung.com/in/aboutsamsung/corporateprofile/index.html
o http://www.samsung.com/in/aboutsamsung/corporateprofile/history.html
o http://www.samsung.com/in/aboutsamsung/corporateprofile/visionmission
.html
o http://www.samsung.com/in/consumer/index.html

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Rakesh Kumar Singh 1

“STUDY OF CONSUMER DURABLE MARKET

A Report submitted in partial fulfillment of the

Master of Business Administration

Sikkim Manipal University of Health, Medical &

“STUDY OF CONSUMER DURABLE MARKET FOR

Rakesh Kumar Singh

A Report submitted in partial fulfillment of the

I hereby declare that

Submitted in partial fulfillment

Master of Business Administration

To Sikkim Manipal University, India, is my

Place: Bangalore Rakesh Kumar Singh

Date: Oct 2010 Roll No. 510910259

The Project Report of

Rakesh Kumar Singh

“STUDY OF CONSUMER DURABLE MARKET

is approved and is acceptable in quality

Internal Examiner External Examiner

(Ravinder Kumar) (Anurag Yadav)

This is to certify that the

“STUDY OF CONSUMER DURABLE MARKET

Submitted in partial fulfillment of the

Master of Business Administration

Rakesh Kumar Singh

Sl No. Topic Page No.

3. Company Profile 17-30

4. Product Profile 31-38

5. Objectives Of The Study 39-40

6. Research Methodology 41-45

7. Scope Of The Study 46-50

8. Theoretical Background 51-55

9. Data Analysis and Interpretation 56-70

10. Findings Of The Study 71-73

11. Suggestions & Recommendations 74-76

12. Conclusion 77-78

13. Annexure & Bibliography 79-92

research material as authentic as it could. And I earnestly hope that it provides

I would like to thank my external guide Mr. Anurag Yadav (Marketing

I dedicate this project to the Dealers of Bangalore district who were

which I did, within the stipulated time frame.

We took our training at SAMSUNG ELECTRONICS LTD. Bangalore.

Bangalore district. It was a firsthand experience to get exposed to the

Training period was a learning experience.

When business is involved, an experience counts a lot. Experience is an

instrument, which leads towards success. Working with SAMSUNG

ELECTRONICS LTD., has been a pleasure

that it will be as much knowledge enhancing to the readers as it was to use

during the fieldwork and the compilation of the report.

Aiwa came into the picture.

market. Consumer durables market is expected to grow at 10-15% in 2007-2008. It

durables has increased significantly. Products like washing machines, air

conditioners, microwave ovens, color televisions (C-TV) were no longer

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

superior technology to the Consumers whereas the Indian companies compete

consumer durables is still low in India.

Indian Consumer durables market used to be dominated by few domestic

REFRIGRATOR, MICROWAVE OVEN and WASHING MACHINES.

class has resulted in consumer durables as the fastest growing industries in

drivers of the industries.

The Consumer Durables industry consists of durable goods and