A STUDY BRAND PREFERENCE OF CONSUMERS ON

HOME APPLIANCES
Submitted to
Kannur University
In partial fulfillment of the requirements for the award of the degree of
MASTER OF BUSINESS ADMINISTRATION
Submitted by

Shilpa Sashindran

Under the guidance of

Ms.Anupa.K.Prabhakaran

CHINTECH SCHOOL OF MANAGEMENT STUDIES

CHINMAYA INSTITUTE OF TECHNOLOGY

KANNUR
2010
 CERTIFICATE

This is to certify that the project report entitled

A STUDY ON

BRAND PREFERENCEOF CONSUMERS ON HOME APPLIANCES

Is a bonafide record of work done by

SHILPA SASHINDRAN

And Submitted in partial fulfillment of the requirements of

the degree of Business Administration Kannur
University

Place: Kannur
Dr. K.K.FALGUNAN

Date:
DIRECTOR
 CERTIFICATE

This is to certify that the project report entitled

A STUDY ON

BRAND PREFERNCE OF CONSUMERS ON HOME APPLIANCES

Is a bonafide record of work done by

SHILPA SASHINDRAN

And Submitted in partial fulfillment of the requirements of

the degree of Business Administration Kannur
University

Place: Kannur Ms.

Anupa.K.Prabhakaran

Date:
Guide
 DECLARATION

I student of Chinmaya Institute of Technology, Kannur, hereby

declare
that this project report entitled “Brand preference of consumers
on home appliances” has been prepared by me in the partial
fulfillment of the requirements of the degree of Master of Business
Administration and it was done under the guidance of Miss.
Anupa.K.Prabhakaran, Lecturer, Chinmaya Institute of
Technology, Kannur University.

I declare that this project report has not been submitted by me at

any time full or partially to any other university or institute for the
award of any degree.

Place: Kannur

Date:
 ACKNOWLEDGEMENT

I am very much grateful to the Almighty God who led me in the right
way to complete my project work successfully. A deal of time and much
effort have gone into developing and researching this project. Many
people have helped directly and indirectly for the completion of this
project.
I wish to express our sincere thanks to Dr. K.K.Falgunan, Principal,
Chinmaya Institute of Technology, Kannur, who have supported and
encouraged me in rendering all kind of help to do the project.
We are indebted to thank Miss.Anupa Prabhakaran, Project Coordinator
for helping me in times of distress and confusion in the course of the
project work and for her scholarly guidance.
Last but not the least i extend my thanks to my parents, friends and other
faculty members for their moral support and cooperation.

Shilpa Sashindran
II Semester MBA
 CONTENTS
CHAPTER – 1 INTRODUCTION AND DESIGN OF THE STUDY

1.1 Introduction

1.2 Statement of the Problem

1.3 Objectives of the Study

1.4 Sample Design

1.5 Methodology

1.6 Tools for Data Collection

1.7 Tools for Analysis

1.8 Chapter Scheme

CHAPTER 2- LITERATURE SURVEY

CHAPTER 3- INDUSTRY PROFILE AND COMPANY PROFILE

CHAPTER 4- ANALYSIS AND INTERPRETATION OF DATA 

CHAPTER 5- FINDINGS, SUGGESTIONS AND CONCLUSION

BIBLIOGRAPHY                                                                                               
 LIST OF TABLES

S.NO. TITLE PAGE

NO.
DIFFERENT BRANDS OF HOME APPLIANCES IN
THE ORDER OF THEIR SELLING
REASON FOR LG TO BE RANKED FIRST
REASON FOR HAIER TO BE RANKED SECOND
REASON FOR SAMSUNG TO BE RANKED THIRD
GENDER WISE ANALYSIS
AGE OF RESPONDENTS
OCCUPATION OF RESPONDENTS
INCOME LEVEL OF RESPONDENTS
HOME APPLIANCES AT HOME
BRANDS PREFERRED BY CONSUMERS
FEEDBACK ABOUT FACTORS INFLUENCING
CHOICE OF BRAND INCASE OF TELEVISION
SATISFACTION LEVEL OF CONSUMERS FOR
TELEVISION
FEEDBACK ABOUT DURATION OF USE OF
PARTICULAR BRAND OF TELEVISION
FEEDBACK OF CONSUMERS INCASE OF
AVAILABILITY OF BRAND OF TELEVISION
FEEDBACK ABOUT FACTORS INFLUENCING
CHOICE OF BRAND INCASE OF REFRIGERATOR
SATISFACTION LEVEL OF CONSUMERS FOR
REFRIGERATOR
FEEDBACK ABOUT DURATION OF USE OF
PARTICULAR BRAND OF REFRIGERATOR
FEEDBACK OF CONSUMERS INCASE OF
AVAILABILITY OF BRAND OF REFRIGERATOR
FEEDBACK ABOUT FACTORS INFLUENCING
CHOICE OF BRAND INCASE OF WASHING
MACHINE
SATISFACTION LEVEL OF CONSUMERS FOR
WASHING MACHINE
FEEDBACK ABOUT DURATION OF USE OF
PARTICULAR BRAND OF WASHING MACHINE
FEEDBACK OF CONSUMERS INCASE OF
AVAILABILITY OF BRAND OF WASHING
MACHINE
FEEDBACK ABOUT FACTORS INFLUENCING
CHOICE OF BRAND INCASE OF MICROWAVE
OVEN
SATISFACTION LEVEL OF CONSUMERS FOR
MICROWAVE OVEN
FEEDBACK ABOUT DURATION OF USE OF
PARTICULAR BRAND OF MICROWAVE OVEN
FEEDBACK OF CONSUMERS INCASE OF
AVAILABILITY OF BRAND OF MICROWAVE
OVEN
FEEDBACK ABOUT THE EFFECTIVE MODE OF
ADVETISEMENT
FEEDBACK ABOUT THE FACTORS THAT
PERSUADE TO CHOOSE A BRAND
 LIST OF CHARTS

S.NO. TITLE PAGE

NO.
DIFFERENT BRANDS OF HOME APPLIANCES IN
THE ORDER OF THEIR SELLING
REASON FOR LG TO BE RANKED FIRST
REASON FOR HAIER TO BE RANKED SECOND
REASON FOR SAMSUNG TO BE RANKED THIRD
GENDER WISE ANALYSIS
AGE OF RESPONDENTS
OCCUPATION OF RESPONDENTS
INCOME LEVEL OF RESPONDENTS
HOME APPLIANCES AT HOME
BRANDS PREFERRED BY CONSUMERS
FEEDBACK ABOUT FACTORS INFLUENCING
CHOICE OF BRAND INCASE OF TELEVISION
SATISFACTION LEVEL OF CONSUMERS FOR
TELEVISION
FEEDBACK ABOUT DURATION OF USE OF
PARTICULAR BRAND OFTELEVISION
FEEDBACK OF CONSUMERS INCASE OF
AVAILABILITY OF BRAND OF TELEVISION
FEEDBACK ABOUT FACTORS INFLUENCING
CHOICE OF BRAND INCASE OF REFRIGERATOR
SATISFACTION LEVEL OF CONSUMERS FOR
REFRIGERATOR
FEEDBACK ABOUT DURATION OF USE OF
PARTICULAR BRAND OF REFRIGERATOR
FEEDBACK OF CONSUMERS INCASE OF
AVAILABILITY OF BRAND OF REFRIGERATOR
FEEDBACK ABOUT FACTORS INFLUENCING
CHOICE OF BRAND INCASE OF WASHING
MACHINE
SATISFACTION LEVEL OF CONSUMERS FOR
WASHING MACHINE
FEEDBACK ABOUT DURATION OF USE OF
PARTICULAR BRAND OF WASHING MACHINE
FEEDBACK OF CONSUMERS INCASE OF
AVAILABILITY OF BRAND OF WASHING
MACHINE
FEEDBACK ABOUT FACTORS INFLUENCING
CHOICE OF BRAND INCASE OF MICROWAVE
OVEN
SATISFACTION LEVEL OF CONSUMERS FOR
MICROWAVE OVEN
FEEDBACK ABOUT DURATION OF USE OF
PARTICULAR BRAND OF MICROWAVE OVEN
FEEDBACK OF CONSUMERS INCASE OF
AVAILABILITY OF BRAND OF MICROWAVE
OVEN
FEEDBACK ABOUT THE EFFECTIVE MODE OF
ADVETISEMENT
FEEDBACK ABOUT THE FACTORS THAT
PERSUADE TO CHOOSE A BRAND
CHAPTER 1
 INTRODUCTION
&
DESIGN OF THE
STUDY
INTRODUCTION

The psychology behind human behavior as it pertains to brand selection can be

both rudimentary and complicated at the same time. A brand is a name or a symbol
- and its associated tangible and emotional attributes - that is intended to identify
the goods or services of one seller in order to differentiate them from those of
competitors. At the heart of a brand are trademark rights. A brand is the symbolic
embodiment of all the information connected with a product or service. It
encompasses the set of expectations associated with a product or service, which
typically arise in the minds of "people" (consumers, buyers, or other target
audiences). A brand typically includes a name ("brand name"), logo, and other
visual elements such as images, fonts, color schemes, or symbols. In other
contexts, the term "brand" may be used where the legal term trademark is more
appropriate. The art of creating and maintaining a brand. Marketers seek to
develop or align the expectations comprising the target audience's brand
experience through branding activities. Branding carries the "promise" to the
marketplace that a product or service has a certain quality or characteristic which
make it special or unique (i.e. differentiated). Whatever the mix of programs,
branding techniques should be consistent and complementary when well executed.
A positive brand image can be created by marketing programs that link strong,
favourable and unique association to brand in memory. Consumer beliefs about
brand attributes and benefits can be formed in different ways. Brand attributes are
those descriptive features are the personal value and meaning that consumers
attach to the product or service. Brand benefits are the personal value and meaning
that consumers attach to the product or service attributes.

Consumer behaviour is the study of when, why, how, and where people do or do
not buy product. It blends elements from psychology, sociology, social
anthropology and economics. It attempts to understand the buyer decision making
process, both individually and in groups. It studies characteristics of individual
consumers such as demographics and behavioural variables in an attempt to
understand people's wants. It also tries to assess influences on the consumer from
groups such as family, friends, reference groups, and society in general.
Customer behavior study is based on consumer buying behaviour, with the
customer playing the three distinct roles of user, payer and buyer. Relationship
marketing is an influential asset for customer behaviour analysis as it has a keen
interest in the re-discovery of the true meaning of marketing through the re-
affirmation of the importance of the customer or buyer. A greater importance is
also placed on consumer retention, customer relationship management,
personalization, customization and one-to-one marketing. Social functions can be
categorized into social choice and welfare functions.
Competition between firms that have developed brands or labels for their products
in order to distinguish them from other brands sold in the same market segment.
Although not perceived as being fully equivalent by consumers, branded products
nevertheless compete with each other, but normally to a lesser degree.
Home Appliances are that without which a modern home is considered incomplete.
They have made life more comfortable and easier than ever. In metro cities and big
towns, such household appliances are regarded as a boon, as they are instrumental
in cutting down the time involved in most of the domestic chores. This is really a
great help since people often find it difficult to keep a balance between
professional obligation and household needs.
Products such as microwave ovens, juicer- mixer- grinder, fully automatic washing
machines, and refrigerators are the most popular category of home appliances. This
is because they have made the work of housewives less tiresome and more
enjoying. Most of the domestic appliances are useful in various kitchen related jobs
and hence are termed as kitchen appliances. Besides, there is a category of
electronic products that have become an integral part of modern houses. These are
air conditioners, fans, room coolers, room heaters, geysers, electrical irons etc.

STATEMENT OF THE PROBLEM

The brand preference on home appliances varies based on the trends in the market.
It changes as per the technology in the international market. So the customer
satisfaction and involvement gets affected based on the changes in the new trends
in the market. The promotional activities for the particular brand have more
influence on the customers’ perception and attitude towards brand preference.
The study is to analyze the brand preference of home appliances in Nakheel, Ras-
al-Khaimah and their attitude, level of perception in preferring the brands.

OBJECTIVES OF THE SUTDY

PRIMARY OBJECTIVE:
To study the perception and buying behavior of consumers
towards various home appliances.

SECONDARY OBJECTIVE:
➢ To know about the consumer preference level associated with different
home appliances.
➢ To find out the customer satisfaction towards various home appliances.
➢ To study the factors that influence decision making in purchasing home
appliances.
➢ To know about the affect of advertisement on buying decision.
SAMPLE DESIGN:
In the study convenience sampling is used. A sample is obtained by selecting
convenient population elements from the population.

A sample of 100 people were chosen from Nakheel,Ras-al-khaimah was

used for the study. These consumers were identified from 25 dealers in Ras-
al-khaimah city.
METHODOLOGY AND DATA COLLECTION
Both primary and secondary data have been used for the

study.

Primary data were collected from dealers and respondents using questionnaire

method.

Secondary data was collected from published sources such as journals, books and

websites.

TOOLS OF ANALYSIS.

The tools used for data collection were questionnaire and for analysis percentage

method and cross tabulation was used.

CHAPTER SCHEME

This project report has been presented in the following format:

The first chapter deals with the introduction and design of the study which
consists of; introduction, statement of the problem, objectives of the study, sample
design, methodology and data collection, tools of analysis and chapter scheme.
The second chapter gives a brief description of the Literature Survey.
The third chapter consists of the industry profile.
The fourth chapter consists of analysis and interpretation of data.
The fifth chapter is the concluding chapter. It includes findings of the study,
suggestions and conclusions.
CHAPTER 2
LITERATURE SURVEY
Brand Loyalty and Marketing Strategy: An Application to Home
Appliances
The modelling of brand choice and switching behavior has a long history for
frequently purchased packaged goods. Comparable efforts with consumer durable
goods, however, are generally absent. This paper presents an application of the
brand switching model proposed by Colombo and Morrison (1989) to a set of four
major home appliances. Appliance brand loyalty, however, is shown to be a
function of the timing of replacements, a factor that has not entered into the
modelling of packed goods. As a result, the brand switching matrices are analyzed
over the replacement cycle. This application illustrates how a brand switching
analysis can be used to assess the relative competitive position of a firm in terms of
the primary customer sources that a brand attracts.
Barry L. Bayus , 1992 .
Segmenting customer brand preference: demographic or psychographic
A multi segmenting methodology is proposed for comparing the segmenting
capabilities of segmentation variables and providing complete market
segmentation information. Demographic and psychographic variables based on the
differentiation of consumer brand preference were used to elicit the characteristics
of market segments. In a comparative evaluation, the multi combination variables
of demographic segmentation exhibited market segmenting capabilities equivalent
to those of psychographic segmentation. The purpose of this research is utilizing
multiple segmentation variables to identify smaller, better defined target sub-
markets for enhancing business competitive advantages.
Chin-Feng Lin, Journal of Product and Management,2002, MCB UP Ltd.

Multivariate Analysis of Brand Loyalty for Major Household Appliances

Two different measures of brand loyalty are employed in an analysis of survey
data by in which six hypotheses are tested. A measure based on brand deliberation
as well as brand repurchase appeared to yield better results than did repurchase
alone.
Joseph W. Newman and Richard A. Werbel © 1973 American Marketing
Association.
Integrating effect of consumer perception factors in predicting private brand
purchase in a Korean discount store context
Despite proven strategic significance and wide acceptance of private label products
(PB), our understanding of PB in international markets is limited. The purposes of
this study are to propose a model that integrates four consumer characteristic
variables (price consciousness, value consciousness, perceived price variation, and
consumer innovativeness) toward PB attitude and purchase intention, and to test
the model in two product categories, grocery and home appliances, in a South
Korean discount store context.
Important theoretical contributions of this study are finding the relative importance
of the variables on PB attitude and purchase intention, and differing roles of
consumer variables by product characteristics. Further significance of this study
lies in understanding the differing impact of consumer perceptual variables in
predicting PB attitude and purchase intention simultaneously.
Byoungho Jin and Yong Gu Suh, 2005
An Attitude Model for the Study of Brand Preference
Prediction of individual preference is a difficult and elusive task; it is an important
task, however , since it represents a fundamental step in understanding consumer
choice. asking whether of not preference can be predicted on the basis of
knowledge of the consumer and his characteristics is a prelude to identifying the
causes of preference ant the means by which it can be influenced.

This study of consumer brand preference extended an attitude model to the

comparison of individuals’ preference ordering of brands. Since previous studies
have demonstrated that demographic, personality, and general attitude variables do
not predict individual brand preference as well, it is important to ascertain whether
or not attitudes, as measured by beliefs about specific attributes of brands, predict
individual preference.
Frank M. Bass and W. Wayne Talarzyk , journa1 of marketing research,1972
American Marketing Association.
CHAPTER 3
COMPANY PROFILE
LG ELECTRONICS
LG Electronics Digital Appliance Company is a global technology innovator, a
trend-setter in style, and a pioneer in home appliance convergence, providing
customers with exceptional value and convenience. LG strives to enhance its
customer’s life and lifestyle with intelligent product features, intuitive
functionality, and exceptional performance.
Since its founding in 1958, LG Electronics has led the way to an ever-more
advanced digital era. Along the way, our constantly evolving technological
expertise has lent itself to many new products and applied technologies. Moving
forward into the 21st century, LG continues to on its path to becoming the finest
global electronics company.
Establishing LGEGF was an important step in the Growth strategy of the company.
As part of the global expansion of LG Electronics, the Middle East has a very high
priority and setting up LGEGF indicates enhanced Commitment to the region. The
stable and growing markets of the area are also the reasons to open a new
subsidiary located in the Jebel Ali Free Zone. Being in center of Dubai brings us
close to local markets, which means we can respond to customers needs and
market changes immediately.

LG Electronics has brought new lifestyle choices to the home with a series of
premium products, including steam washing machines, the world's first Internet
and TV refrigerator, and ARTCOOL air conditioners. Digital convergence, health
-conscious and eco-friendly features, and innovative styles are major traits of LG
Electronics' premium appliance products.
As the world's number one provider of air conditioners and with more than half a
century of expertise in the home appliance industry, LG Electronics is setting new
standards for home appliance innovation, style, and convergence to enhance
people's everyday lives.
SAMSUNG ELECTRONICS

From its inception as a small export business in Taegu, Korea. Samsung has grown
to become one of the world’s leading electronic 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 revenues
and market share, and has followed its mission of making life better for consumers
around the world.
For more than 70 years, Samsung has been at the forefront of innovation. Their
inventions and breakthrough products have helped shape the history of the digital
revolution. They are guided by a simple philosophy, strong values and high ethical
standards that inform their work every day.
The TV business is a key driver in in the Samsung Set Business portfolio, along
with the Mobile phone business. The TV business enjoys the top position in the
current market. LED TVs, which have shown explosive growth in the latest market
is a flagship product within the TV business. LCD TV and Monitors have also
maintained top positions in their respective categories. they seek to sustain
leadership through constant innovation and development in new technology such
as 3D.
Samsung’s Cooking appliances are designed with a host of innovative features to
save time, energy and space, three things everybody could use more of in the
kitchen., Samsung’s Set Business also encompasses world-leading, premium home
appliances that are stylishly designed, equipped with convenient digital features,
and environmentally friendly. Their lineup includes refrigerators, air conditioners,
washers, ovens, vacuum cleaners and other appliances that are indispensible in
today's households.
Samsung's businesses harness the power of the digital revolution to create ground-
breaking products and services that take consumers and businesses beyond
imagination
2009 was also special for Samsung as it marked the 40th anniversary of the
company's founding, as well as for the announcement of a new vision: "Inspire the
World, Create the Future." Through this vision, Samsung is charging towards $400
billion in revenue in 2020.
HAIER
Haier is the world’s 4th largest white goods manufacturer and one of China’s
Top 100 IT Companies. Haier has 240 subsidiary companies and 30 design
centers, plants and trade companies and more than 50,000 employees
throughout the world. Haier specializes in technology research, manufacture
Industry, trading and financial services. Haier 2006 global revenue was
RMB107.5 billion.

The Haier Group is China’s largest home appliance brand and one of the world’s
leading white goods home appliance manufacturers. Haier was founded in 1984 in
Qingdao, Shandong Province, China and manufactures home appliances in over
15,100 different specifications under 96 categories. By April 2006, the Haier
Group has obtained 6,189 patented technology certificates and 589 software
intellectual property rights. Haier products are sold in over 100 countries. Haier is
the official Home Appliances Sponsor of the Beijing 2008 Olympic Games.
In 1993, Haier began selling refrigerators in the Middle East and African markets.
At present, Haier sells refrigerators, freezers, drum and top-load washing
machines, air conditioners, microwave ovens, television sets, computers, mobile
phones, integrated kitchen appliances, dish washers, water heaters and other
products in more than 30 countries in the Middle East, Africa and West Asia,
including Saudi Arabia, United Arab Emirates, Jordan, Oman, Yemen, Turkey,
Qatar, Bahrain, Egypt, Algeria, Morocco, Kenya, Tanzania, Sudan, Cote d'Ivoire,
Gabon, Tunis, Nigeria, South Africa, Mali, Benin, Ghana, Gambia, Mauritius,
Mozambique, Angola, and the Congo. Haier has established industrial parks,
manufacturing facilities, and trading companies throughout the Middle East and
Africa. In order to meet special requirements suggested by Middle East consumers,
Haier developed high-capacity washing machines and refrigerators; air
conditioners designed to handle tropical conditions; and Arabic-enabled
television,. At the end of 2001, Haier established the Haier Middle East Trading
Company and built the Haier Middle East Electrical Appliance Factory.
“As far as transforming moments go in a CEO’s career, Zhang Ruimin has a story
to match anyone’s.” – Financial Times
Guided by the business philosophy of CEO Zhang Ruimin, Haier has experienced
the development stages, noted as Brand Building, Diversification and
Globalization. In 1984, Zhang Ruimin was appointed director of the Qingdao
Refrigerator Factory, a small, ailing collectively-owned factory in the Shandong
province of China. Under his leadership and unique management philosophy, the
company has since grown to become what is now the Haier Group, China’s leading
home appliance brand, and one of the world’s largest home appliance makers, with
a distribution presence in over 100 countries.

Haier’s product categories range from refrigerators, refrigerating cabinets, air

conditioners, washing machines,televisions, mobile phones, home theatre systems,
computers, water heaters, DVD players and integrated furniture, among which 9
are ranked market leaders in China, and 3 are ranked among the top 3 worldwide in
their respective industries. Haier is also a world leader in the technology domains
of intelligent integrated home furniture, networked home appliances, digitalization
and large scale integrated circuits.

Haier’s global branding strategy aims at positioning the company as a local brand
in different world markets in conjunction with enhanced product competitiveness
and strong corporate operations. Haier’s international business framework
encompasses a global network of design, procurement, production, distribution and
after-sale services. Today, Haier has established 15 industrial complexes, 30
overseas production factories and bases, 8 design centers and over 58,000 sales
agents worldwide.
CHAPTER 4
 ANALYSIS

&

INTERPRETATION OF DATA
 PERCENTAGE ANALYSIS

ANALYSIS OF DEALERS QUESTIONNAIRE

Table 4.1.1
Different brands of Home appliances in the order of their selling
PARTICULAR NUMBER OF PERCENT
S RESPONDENTS AGE
LG 7 28
Samsung 5 20
Haier 6 24
Onida 3 12
Sony 4 16
Total 25 100
Source:Primary Data

Chart 4.1.1

Interpretation
From the above table, LG is ranked first among different brands of home
appliances with 28% of total sales followed by Haier with 24% and Samsung with
20% occupying the second and third position. Sony with 16% and Onida with 12%
have the fourth and fifth position.

Table 4.1.2
Reason for LG to be ranked first
PERCENTA
PARTICULARS NUMBER OF DEALERS GE
Less price 3 12
Design and style 8 32
Good brand
image 6 24
Good product
features 5 20
Durability 3 12
Total 25 100
Source:Primarydata

Chart 4.1.2
Interpretation
From the above table,32% of the dealers feedback is that LG has good design and
style.24% of the dealers feedback is that LG has good brand image.20% of the
dealers feedback is that LG has good product features.12% of the dealers feedback
is that LG has low price and durability.

Table 4.1.3
Reason for Haier to be ranked second
PERCENTA
PARTICULARS NUMBER OF DEALERS GE
Less price 7 28
Design and style 6 24
Good brand
image 4 16
Good product
features 6 24
Durability 2 8
Total 25 100
Source:Primary data

Chart 4.1.3

INTERPRETATION
From the above table,28% of the dealers feedback is that Haier has less price and
style.24% of the dealers feedback is that Haier has good product features and
design and style.16% of the dealers feedback is that Haier has good brand
image.8% of the dealers feedback is that Haier has durability.

Table 4.1.4
Reason for Samsung to be ranked third
PERCENTA
PARTICULARS NUMBER OF DEALERS GE
Less price 5 20
Design and style 4 16
Good brand
image 6 24
Good product
features 5 20
Durability 5 20
Total 25 100
Source: Primary data

Chart 4.1.4

INTERPRETATION
From the above table,24% of the dealers feedback is that Samsung has good brand
image.20% of the dealers feedback is that Samsung has good product features and
less price and durability.16% of the dealers feedback is that Samsung has design
and style.
ANALYSIS OF RESPONDENTS
TABLE 4.2.1
AGE OF RESPONDENTS
NUMBER OF
PARTICULARS RESPONDANTS PERCENTAGE
20-25 20 20
25-30 40 40
30-35 20 20
35-40 10 10
Above 40 10 10
Total 100 100
Source:primary data

CHART 4.2.1

INTERPRETATION
40% of the respondents were under the age group of 25-30 years. Each 20%
occupies 20-25 and 30-35 years.10% of them were under the age group of 35-40
years.
Majority of th respondents were under the age group of 25-30 years.
TABLE 4.2.2
GENDERWISE ANALYSIS

NUMBER OF PERCENT
PARTICULARS RESPONDANTS AGE

Male 45 45

Female 55 55

TOTAL 100 100

Source: Primary data
CHART 4.2.2

INTERPRETATION
Out of 100, 55% of respondents were female group and the rest of the 45% were
male group.
Majority of the respondents were female.

TABLE 4.2.3
OCCUPATION OF RESPONDENTS

PARTICULARS NUMBER OF RESPONDANTS PERCENTAGE

Student 20 30

Business 15 15

Housewife 35 25

Worker class 30 30

Total 100 100

Source: primary data
CHART4.2.3
INTERPRETATION
35% of the respondents were housewives.30% of the respondents were worker
class.20% of the respondents were students.15% of the respondents were having
business.
Majority of the respondents were housewives.

TABLE 4.2.4
INCOME LEVEL OF RESPONDENTS

PARTICULARS NUMBER OF RESPONDENTS PERCENTAGE

Below 20,000 25 25

20,000-30,000 15 15

30,000-40,000 15 15

Above 40,000 45 45

Total 100 100

Source: primary data

CHART 4.2.4

INTERPRETATION:
The above table shows that 45% of the respondents income is above 40,000.25%
of the respondents income level is below 20,000.15% of the respondents income
level is 20,000-30,000 and 30,000-40,000.
Majority of the respondents income level is above 40,000.
TABLE 4.2.5
HOME APPLIANCES AT HOME

PARTICULARS NUMBER OF RESPONDENTS

Television 98

Refrigerator 98

Washing machine 97

Microwave oven 85
Source: Primary data

CHART 4.2.5

INFERENCE
From the above table it can be understood that the number of respondents having
television and refrigerator at home is 98.97 respondents have washing machine at
home.85 respondents have microwave at home.
Majority of the respondents have television and refrigerator at home.

TABLE 4.2.6
BRANDS PREFERRED BY CONSUMERS
LG SAMSUNG HAIER OTHER TOTAL
S
TV 50 20 20 10
100
MICROWAVE 30 25 15 30
OVEN
100
WASHING 45 20 20 15
MACHINE
100
REFRIDGERATO 30 15 35 20
R 100
Source: primary data
CHART 4.2.6

INTERPRETATION
From the above table, LG was the most preferred brand incase of television and
washing machine. Samsung was the most preferred brand in the case of microwave
oven. Haier was the most preferred brand in case of refrigerators.
Majority of the respondents owned LG home appliances.

TABLE 4.2.7
FEEDBACK ABOUT FACTORS INFLUENCING CHOICE OF BRAND
INCASE OF TELEVISION
Price Quality Brand image After sales Availability
No.
No.of of No.of No.of No.of
respo Perc respo Perc respo Perce respo Perce respo Perce
BRAND nden enta nden enta ndent ntag ndent ntag ndent ntag
NAME ts ge ts ge s e s e s e
Lg 40 40 50 50 35 35 35 35 25 25
Samsu
ng 25 25 20 20 30 30 25 25 35 35
Haier 20 20 25 25 15 15 20 20 10 10
Others 15 15 5 5 20 20 20 20 30 30
Source:primary data
CHART 4.2.7

INTERPRETATION
The above table shows that 40% of the respondents choose LG when given
preference to price.25% choose Haier when preference is given to price.20%
choose Samsung and 15% choose others when preference is given as price.
Majority of the respondents choose LG when preference is given to price.
The table shows that 50% of the respondents choose LG when given preference to
quality.25% choose Haier when preference is given to quality.20% choose
Samsung and 5% choose others when preference is given as quality.
Majority of the respondents choose LG when preference is given to quality.
The table shows that 35% of the respondents choose LG when given preference to
brand image.30% choose Samsung when preference is given to brand image.20%
choose Others and 5% choose Haier when preference is given as brand image.
Majority of the respondents choose LG when preference is given to brand image.
The table shows that 35% of the respondents choose LG when given preference to
after sales.30% choose Samsung when preference is given to after sales.20%
choose Others and 5% choose Haier when preference is given as after sales.
Majority of the respondents choose LG when preference is given to after sales.
The table shows that 35% of the respondents choose Samsung when given
preference to availability.30% choose Others when preference is given to
availability.25% choose LG and 10% choose Haier when preference is given as
availability.
Majority of the respondents choose Samsung when preference is given to
availability.

TABLE 4.2.8
SATISFACTION LEVEL OF CONSUMERS
PARTICULARS NUMBER OF PERCENTAGE
RESPONDA
NTS
Extremely
satisfied 45 45
somehow
satisfied 25 25
extremely
unsatisfied 20 20
somehow 10 10
unsatisfied
TOTAL 100 100
Source: Primary data

CHART 4.2.8

INTERPRETATION
The above table shows that 45% of the respondents are extremely satisfied with the
product brand.25% of the respondents are somehow satisfied with the product
brand.20% of the respondents are extremely unsatisfied and 10% of the
respondents are somehow unsatisfied with the product brand.
Majority of the respondents are extremely satisfied with the product brand.
TABLE4.2.9

FEEDBACK ABOUT DURATION OF USE OF PARTICULAR BRAND

NUMBER OF
PARTICULARS RESPONDENTS PERCENTAGE
Last one year 35 35
last six months 10 10
Always 45 45
Recently 10 10
Total 100 100
Source:primarydata

CHART 4.2.9

INTERPRETATION
The above table shows that 45% of the respondents have been using the same
brand always.35% of the respondents have been using for the last 1 year.10% of
the respondents have been using the same brand for last six months and 10%
recently.
Majority of the respondents have been using the same brand always.

TABLE 4.2.10
FEEDBACK OF CONSUMERS INCASE OF AVAILABILITY OF BRAND
NUMBER OF
PARTICULARS RESPONDENTS PERCENTAGE
Yes 40 40
No 60 60
Total 100 100
Source: Primary data

CHART 4.2.10

INTERPRETATION
From the above table,60% of the respondents would not switch on to another
brand if their favourite brand is not available and 40%of the respondents would
choose another brand if their favourite brand is not available.
Majority of the respondents prefer not to change their favourite brand.
TABLE 4.2.11
FEEDBACK ABOUT FACTORS INFLUENCING CHOICE OF BRAND
INCASE OF REFRIGERATOR

Price Quality Brand image After sales Availability

No. of No. of No. of No. of No. of
respo Perc respo Perc respo Perc respo Perc respo Perc
ndent enta ndent enta ndent enta ndent enta ndent enta
s ge s ge s ge s ge s ge
Lg 30 30 50 50 30 30 30 30 36 36
Samsu
ng 35 35 20 20 35 35 25 25 20 20
Haier 25 25 15 15 10 10 20 20 30 30
Others 10 10 15 15 25 25 25 25 14 14
Source: Primary data
CHART 4.2.11

INFERENCE
The above table shows that 35% of the respondents choose Samsung when given
preference to price.30% choose LG when preference is given to price.25% choose
Haier and 10% choose Others when preference is given as price.
Majority of the respondents choose Samsung when preference is given to price.
The above table shows that 50% of the respondents choose LG when given
preference to quality.20% choose Samsung when preference is given to
quality.15% choose Samsung and Others when preference is given as quality.
Majority of the respondents choose LG when preference is given to quality.
The above table shows that 35% of the respondents choose Samsung when given
preference to brand image.30% choose LG when preference is given to brand
image.25% choose Others and 10% choose Haier when preference is given as
brand image.
Majority of the respondents choose Samsung when preference is given to brand
image.
The above table shows that 30% of the respondents choose LG when given
preference to after sales.25% choose Samsung when preference is given to after
sales.20% choose Haier and 25 % choose Others when preference is given as after
sales.
Majority of the respondents choose LG when preference is given to after sales.
The above table shows that 36% of the respondents choose LG when given
preference to availability.30% choose Haier when preference is given to
availabilty.20% choose Samsung and 14% choose Others when preference is given
as availability.
Majority of the respondents choose LG when preference is given to availabilty.

TABLE 4.2.12
SATISFACTION LEVEL OF CONSUMERS
PARTICULARS NUMBER OF PERCENTAGE
RESPONDENTS
Extremely
satisfied 47 47
somehow
satisfied 22 22
extremely
unsatisfied 13 13
somehow
unsatisfied 18 18
TOTAL 100 100
Source: primary data

CHART 4.2.12

INFERENCE
The above table shows that 47% of the respondents are extremely satisfied with the
product brand.22% of the respondents are somehow satisfied with the product
brand.18% of the respondents are somehow unsatisfied and 13% of the
respondents are extremely unsatisfied with the product brand.
Majority of the respondents are extremely satisfied with the product brand.

TABLE 4.2.13

FEEDBACK ABOUT DURATION OF USE OF PARTICULAR BRAND

NUMBER OF
PARTICULARS RESPONDENTS PERCENTAGE
Last one year 45 45
last six months 20 20
always 25 25
recently 10 10
Total 100 100
Source:primary data

CHART 4.2.13

INTERPRETATION
The above table shows that 45% of the respondents have been using the same
brand last one year.25% of the respondents have been using for the always.20% of
the respondents have been using the same brand for last six months and 10%
recently.
Majority of the respondents have been using the same brand for the last one year.

TABLE 4.2.14
FEEDBACK OF CONSUMERS INCASE OF AVAILABILITY OF BRAND
 NUMBER OF
PARTICULARS RESPONDENTS PERCENTAGE
Yes 55 55
No 45 45
Total 100 100
Source: primary data

CHART 4.2.14

INTERPRETATION
From the above table,55% of the respondents would switch on to another brand
and 40%of the respondents would not choose another brand if their favourite brand
is not available.
Majority of the respondents prefer to change their brand if the required is not
available.

TABLE 4.2.15
FEEDBACK ABOUT FACTORS INFLUENCING CHOICE OF BRAND
INCASE OF WASHING MACHINE
Price Quality Brand image After sales Availability
No. of No. of No. of No. of No. of
respo Perce respo Perce respo Perce respo Perc respo Perce
ndent ntag ndent ntag ndent ntag ndent etag ndent ntag
s e s e s e s e s e
Lg 25 25 15 15 20 20 14 14 20 20
Sam
sun
g 30 30 35 35 35 35 30 30 20 20
Haie
r 35 35 40 40 40 40 36 36 35 35
Oth
ers 10 10 10 10 5 5 20 20 25 25
Source: primary data
CHART 4.2.15

INTERPRETATION
The above table shows that 35% of the respondents choose Haier when given
preference to price.30% choose Samsung when preference is given to price.25%
choose LG and 10% choose Others when preference is given as price.
Majority of the respondents choose Haier when preference is given to price.
The above table shows that 40% of the respondents choose Haier when given
preference to quality.35% choose Samsung when preference is given to
quality.15% choose LG and 10% choose Others when preference is given as
quality.
Majority of the respondents choose Haier when preference is given to quality.
The above table shows that 40% of the respondents choose Haier when given
preference to brand image.35% choose Samsung when preference is given to brand
image.20% choose LG and 5% choose others when preference is given as brand
image.
Majority of the respondents choose Haier when preference is given to brand image.
The above table shows that 36% of the respondents choose Haier when given
preference to after sales.30% choose Samsung when preference is given to after
sales.20% choose Others and 14% choose LG when preference is given as after
sales.
Majority of the respondents choose Haier when preference is given to after sales.
The above table shows that 35% of the respondents choose Haier when given
preference to availability.25% choose Others when preference is given to
availability.20% choose Samsung and LG when preference is given as availability.
Majority of the respondents choose Haier when preference is given to availability.

TABLE 4.2.16
SATISFACTION LEVEL OF CONSUMERS
PARTICULARS NUMBER OF PERCENTAGE
RESPONDENTS

Extremely satisfied 45 45
somehow satisfied 30 30
extremely
unsatisfied 10 10
somehow
unsatisfied 15 15
TOTAL 100 100
Source: primary data

CHART 4.1.16

INTERPRETATION
The above table shows that 45% of the respondents are extremely satisfied with the
product brand.30% of the respondents are somehow satisfied with the product
brand.15% of the respondents are somehow unsatisfied and 10% of the
respondents are extremely unsatisfied with the product brand.
Majority of the respondents are extremely satisfied with the product brand.
TABLE4.1.17
FEEDBACK ABOUT DURATION OF USE OF PARTICULAR BRAND
NUMBER OF
PARTICULARS RESPONDENTS PERCENTAGE
Last one year 30 30
last six months 20 20
always 45 45
recently 5 5
Total 100 100
Source: primary data

CHART 4.1.17

INTERPRETATION
The above table shows that 45% of the respondents have been using the same
brand always.30% of the respondents have been using for the last 1 year.20% of
the respondents have been using the same brand for last six months and 5%
recently.
Majority of the respondents have been using the same brand always.

TABLE 4.2.18
FEEDBACK OF CONSUMERS INCASE OF AVAILABILITY OF BRAND
NUMBER OF
PARTICULARS RESPONDENTS PERCENTAGE
Yes 35 35
No 65 65
Total 100 100
Source:primary data

CHART 4.2.18
INTERPRETATION
From the above table,65% of the respondents would not switch on to another
brand and 35%of the respondents would choose another brand if their favourite
brand is not available.
Majority of the respondents prefer not to change their brand if the required is not
available.

TABLE 4.2.19
FEEDBACK ABOUT FACTORS INFLUENCING CHOICE OF BRAND
INCASE OF MICROWAVE OVEN
Price Quality Brand image After sales Availability
No. of No. of No. of No. of No. of
respo Perc respo Perc respo Perc respo Perc respo Perc
ndent enta ndent enta ndent enta ndent enta ndent enta
s ge s ge s ge s ge s ge
Lg 26 26 20 20 25 25 27 27 19 19
Samsu
ng 35 35 38 38 40 40 37 37 39 39
Haier 25 25 24 24 24 24 23 23 31 31
Others 14 14 18 18 11 11 13 13 11 11
Source: primary data

CHART 4.2.19

INTERPRETATION
The above table shows that 35% of the respondents choose Samsung when given
preference to price.26% choose LG when preference is given to price.25% choose
Haier and 14% choose Others when preference is given as price.
Majority of the respondents choose Samsung when preference is given to price.
The above table shows that 38% of the respondents choose Samsung when given
preference to quality.24% choose Haier when preference is given to quality.20%
choose LG and 18% choose Others when preference is given as quality.
Majority of the respondents choose Samsung when preference is given to quality.
The above table shows that 40% of the respondents choose Samsung when given
preference to brand image.25% choose LG when preference is given to brand
image.24% choose Haier and 11% choose Others when preference is given as
brand image.
Majority of the respondents choose Samsung when preference is given to brand
image.
The above table shows that 37% of the respondents choose Samsung when given
preference to after sales.27% choose LG when preference is given to after
sales.23% choose Haier and 13 % choose Others when preference is given as after
sales.
Majority of the respondents choose Samsung when preference is given to after
sales.
The above table shows that 39% of the respondents choose Samsung when given
preference to availability.31% choose Haier when preference is given to
availabilty.19% choose LG and 11% choose Others when preference is given as
availability.
Majority of the respondents choose Samsung when preference is given to
availability.

TABLE 4.2.20

SATISFACTION LEVEL OF CONSUMERS

PARTICULARS NUMBER OF PERCENTAGE

RESPONDENTS
Extremely
satisfied 47 47
somehow
satisfied 22 22
extremely 13 13
unsatisfied
somehow
unsatisfied 18 18
TOTAL 100 100
Source: primary data

CHART 4.2.20

INTERPRETATION
The above table shows that 47% of the respondents are extremely satisfied with the
product brand.22% of the respondents are somehow satisfied with the product
brand.18% of the respondents are somehow unsatisfied and 13% of the
respondents are extremely unsatisfied with the product brand.
Majority of the respondents are extremely satisfied with the product brand.
sTABLE 4.2.21

FEEDBACK ABOUT DURATION OF USE OF PARTICULAR BRAND

NUMBER OF
PARTICULARS RESPONDENTS PERCENTAGE
Last one year 45 45
last six months 20 20
Always 25 25
Recently 10 10
Total 100 100
Source:primary data
CHART 4.2.21
INTERPRETATION
The above table shows that 45% of the respondents have been using the same
brand last one year.25% of the respondents have been using for the always.20% of
the respondents have been using the same brand for last six months and 10%
recently.
Majority of the respondents have been using the same brand for the last one year.

TABLE 4.2.22
FEEDBACK OF CONSUMERS INCASE OF AVAILABILITY OF BRAND
NUMBER OF
PARTICULARS RESPONDENTS PERCENTAGE
Yes 55 55
No 45 45
Total 100 100
Source: primary data

CHART 4.2.22

INTERPRETATION
From the above table,55% of the respondents would switch on to another brand
and 45%of the respondents would not choose another brand if their favourite brand
is not available.
Majority of the respondents prefer to change their brand if the required is not
available.
TABLE 4.2.23
FEEDBACK ABOUT THE EFFECTIVE MODE OF ADVETISEMENT
NUMBER OF
PARTICULARS RESPONDENTS PERCENTAGE
TV 36 36
ONLINE 20 20
RADIO 5 5
NEWSPAPER 24 24
MAGAZINE 10 10
OTHERS 5 5
TOTAL 100 100
Source: primary data
CHART 4.2.23

INTERPRETATION
From the above table,36% of the respondents think TV advertisements as more
effective.24% choose newspaper as an effective mode of advertisement.20% of the
respondents think online as effective.10% think magazine as effective and 5%
choose radio and others.
Majority of the respondents choose TV advertisements as effective mode of
advertisement.
TABLE 4.2.24
FEEDBACK ABOUT THE FACTORS THAT PERSUADE TO CHOOSE A
BRAND
NUMBER OF
PARTICULARS RESPONDENTS PERCENTAGE
Word of mouth 30 30
Company
advertisement 40 40
Dealers effort 20 20
Others 10 10
TOTAL 100 100
Source:primary data
CHART 4.2.24
INTERPRETATION
The above table shows that 40% of respondents feedback about factors persuading
to choose a brand is company advertisements.30% of the respondents feedback is
word of mouth.20% of the respondents feedback is dealers effort and10% is others.
Majority of the respondents choose company advertisement as a factor that
persuade them to choose a brand.

CROSS TABULATION FOR TV

Brand LG SAMSUNG HAIER OTHERS TOTAL

occupation
Student 201050 25 525 25 525 - 20
53 27 20
business 168 204 153 - 15
57 17 8
housewife 4020 30617 306 303 35
40 17 23
Worker class 2412 255 30620 707 30
total 50 20 20 10 100

INTERPRETATION
From the above table 50% of the students choose LG television, 25% of the
students choose Samsung and Haier television. None of the students have chosen
others.
The table shows 53% of the business people opted for LG television, 27% opted
Samsung and 20% opted Haier.none of the business people opted for others.
The table shows 57% of the house wives have chosen LG television,17% have
chosen Samsung and Haier and 8% have chosen others.
The table shows 40% of the worker class prefer LG television,23% prefer
others,20% prefer Haier and 17% prefer Samsung television.
CROSS TABULATION FOR REFRIGERATOR

Brand LG SAMSUNG HAIER OTHERS TOTAL

occupation
25 30 20 25
Student 17 5 24 6 27 4 17 5 20
40 20 7 33
business 20 6 12 3 7 1 17 5 15
37 20 17 26
housewife 43 13 28 7 40 6 30 9 35
20 30 13 37
Worker class 20 6 36 9 27 4 37 11 30
total 30 25 15 30 100

INTERPRETATION
From the above table,30% of the students choose LG refrigerator.25% of the
students choose Haier and Others in case of refrigerator.20% of the students
choose Samsung.
The table shows 40% of the business individuals choose Haier refrigerator.27% of
the business individuals choose LG and Samsung refrigerator, 7% of the business
individuals choose others .
The table shows 31% of the house wives choose LG refrigerator.26% of the
housewives choose Haier and Others, 17% choose Samsung refrigerator.
The table shows 50% of the worker class choose Haier refrigerator,30% of the
worker class choose LG refrigerator,17% of the worker class choose Others and
3% chose Samsung refrigerators.

s
CROSS TABULATION FOR WASHING MACHINE

Brand LG SAMSUNG HAIER OTHERS TOTAL

occupation
40 25 25 10
Student 18 8 25 5 25 5 13 2 20
60 20 20
business 20 9 15 3 15 3 - 15
37 26 17 20
housewife 29 13 45 9 30 6 47 7 35
50 10 20 20
Worker class 33 15 15 3 30 6 40 6 30
total 45 20 20 15 100

INTERPRETATION
From the above table,40% of the students choose LG washing machine.25% of the
students choose Samsung and Haier in case of washing machine.10% of the
students choose Others.
The table shows 60% of the business individuals choose LG washing machine.20%
of the business individuals choose Samsung and Haier washing machine, none of
the business individuals choose others .
The table shows 37% of the house wives choose LG washingmachine.26% of them
choose Others,20% of the housewives choose Samsung and 17% choose Haier
washing machine.
The table shows 50% of the worker class choose LG in washing machine,20% of
the worker class choose Haier and Others,10% of the worker class choose
Samsung.
CROSS TABULATION FOR MICROWAVE OVEN

Brand LG SAMSUNG HAIER OTHERS TOTAL

occupation
30 20 25 25
Student 20 6 27 4 14 5 25 5 20
27 27 40 7
business 13 4 27 4 17 6 5 1 15
31 17 26 26
housewife 37 11 40 6 26 9 45 9 35
30 3 50 17
Worker class 30 9 7 1 43 15 25 5 30
total 30 15 35 20 100

INTERPRETATION
From the above table,30% of the students choose Samsung microwave oven.25%
of the students choose LG and Others incase of microwave oven.20% of the
students choose Haier.
The table shows 40% of the business individuals choose LG microwave oven.33%
of the business individuals choose others.20% choose Samsung and 7% choose
Haier.
The table shows 37% of the house wives choose LG microwave oven.26% of them
choose Others,20% of the housewives choose Samsung and 17% choose Haier
microwave oven.
The table shows 37% of the worker class choose others in microwave oven,30%
choose Samsung,20% of the worker class choose LG microwave oven and 13% of
the worker class choose Haier microwave oven.
Chapter 5
FINDINGS,SUGGESTIONS AND
CONCLUSION
FINDINGS
➢ Majority of the respondents owned LG home appliances followed by Haier
and Samsung.
➢ Majority of the respondents owned LG television and were extremely
satisfied with the product brand.
➢ Majority of the respondents have been using the same brand always in case
of television.
➢
➢ Majority of the respondents use LG refrigerators.
➢ Majority of the respondents are extremely satisfied with the product brand in
case of refrigerators.
➢ Majority of the respondents have been using the same brand for the last one
year in case of refrigerators.
➢ Majority of the respondents prefer to change their brand if the required is not
available in case of refrigerators.
➢ Majority of the respondents prefer Haier washing machines.
➢ Majority of the respondents are extremely satisfied with the product brand of
washing machines.
➢ Majority of the respondents have been using the same brand always in case
of washing machines.
➢ Majority of the respondents prefer not to change their brand if the required is
not available.
➢ Majority of the respondents choose Samsung microwave oven.
➢ Majority of the respondents are extremely satisfied with the product brand of
microwave oven.
➢ Majority of the respondents have been using the same brand for the last one
year incase of microwave oven.
➢ Majority of the respondents prefer to change their brand if the required is not
available incase of microwave oven.
➢ Majority of the respondents choose TV advertisements as effective mode of
advertisement.
➢ Majority of the respondents choose company advertisement as a factor that
persuade them more to choose a brand.
SUGGESTIONS
➢ The brand image and after sales to be enhanced in Haier TV.
➢ The product quality of Samsung TV should be increased.
➢ The brand image of Haier Refrigerators should improved.
➢ The quality of the product in Samsung and Haier refrigerators should be
enhanced.
➢ The price of the LG washing machine should be made affordable.
➢ The product quality and after sales of LG washing machine should be
improved.
➢ The quality of Samsung and Haier washing machines to be retained so that
customer loyalty is maintained.
➢ The quality of the product to be enhanced in other washing machine brands.
➢ The product quality of LG microwave oven should be improved.

CONCLUSION
The brand preferred by the consumers on different home appliances were studied
and it was found that LG television and refrigerators were used by most of the
consumers which implies that LG had a good brand image in the case of television
and refrigerators but should be improved for microwave oven and washing
machine. Samsung and Haier washing machines have good brand image.
 BIBLIOGRAPHY

BOOKS :
Marketing management - Philip Kotler
Research methodology-Methods and techniques
APPENDIX-QUESTIONNAIRE

DEALERS QUESTIONNAIRE
1. NAME:

2. ADDRESS:
………………………………………………………………………………………………………………
………………………………

……………………………………………………………………………………………
…………………………………………………

3. Home appliances being sold in your showroom

Television microwave oven

Refrigerator washing machine others

4. Mention the brand name of home appliances present in your showroom

1)

2)

3)

4)

5)

5.rank the different brand in order of their selling

1)

2)

3)

4)

5)

6. Why rank 1) product is sold high?

a] Less price []
b] Design and style []
c] Good brand image []
e] Good product features []
f] Durability []

7. Why rank 2) product is sold high?

a] Less price []
b] Design and style []
c] Good brand image []
e] Good product features []
f] Durability []

8. Why rank 3) product is sold high?

a] Less price []
b] Design and style []
c] Good brand image []
e] Good product features []
f] Durability []

QUESTIONNAIRE

A STUDY ON BRAND PREFERANCE OF CONSUMERS ON HOME APPLIANCES

CUSTOMER PROFILE:

Customer name:

1. Age:

20-25: 25-30: 30-35: 35-40 : above:

2. Gender:

Male: female:

3. Occupation

Student: business: housewife:

worker class:

4. Monthly income:

Below 20,000: 20000-30000: 30000-40000: above

30000:

CUSTOMER FEEDBACK:

5. What all home appliances do you have at home?

Television: Refrigerator:

Washing machine: Microwave oven:

6.Which brand of home appliance do u prefer in each case?

LG SAMSUNG HAIER OTHERS

TV
MICROWAVE
OVEN
WASHING
MACHINE
REFRIDGERAT
OR
7. What factors influence your choice of brand in the case of television?

TV PRICE QUALITY BRAND AFTER AVAILABILI

IMAGE SALES TY
LG
SAMSUNG
HAIER
OTHERS

8. Satisfaction level with your products?

Extremely satisfied somehow satisfied

Extremely unsatisfied somehow unsatisfied

9.how long have you been using this brand?

Last one year always

Last six months recently

10.If your favorite brand is not available would you shift to another

Yes no

11. What factors influence your choice of brand in the case of Refrigerators?

REFRIGERAT PRICE QUALITY BRAND AFTER AVAILABILI

ORS IMAGE SALES TY
LG
SAMSUNG
HAIER
OTHERS

12. Satisfaction level with your products?

Extremely satisfied somehow satisfied

Extremely unsatisfied somehow unsatisfied

13. How long have you been using this brand?

Last one year always

Last six months recently

14. If your favorite brand is not available would you shift to another?

Yes no

15. What factors influence your choice of brand in the case of Washing machine?

Washing PRICE QUALITY BRAND AFTER AVAILABILI

machine IMAGE SALES TY
LG
SAMSUNG
HAIER
OTHERS

16. Satisfaction level with your products?

Extremely satisfied somehow satisfied

Extremely unsatisfied somehow unsatisfied

17. How long have you been using this brand?

Last one year always

Last six months recently

18. If your favorite brand is not available would you shift to another?

Yes no

19. . What factors influence your choice of brand in the case of Microwave oven?

Microwave PRICE QUALITY BRAND AFTER AVAILABILI

oven IMAGE SALES TY
LG
SAMSUNG
HAIER
OTHERS

20. Satisfaction level with your products?

Extremely satisfied somehow satisfied

Extremely unsatisfied somehow unsatisfied

21. How long have you been using this brand?

Last one year always

Last six months recently

22. If your favorite brand is not available would you shift to another?

Yes no

23. What kind of advertisement do you think is more effective?

TV online radio

Newspaper magazine others

24. What factors persuade you to choose a brand?

Word of mouth company advertisement

Dealers efforts others

25. Any suggestions