Major Project Report

on
COMPARATIVE STUDY ON BRAND PREFERENCE
AMONG LED TVs (Samsung vs LG).

Submitted in partial fulfilment of the

requirements for the award of the
degree of
Bachelor of Business Administration
(BBA)
To
Guru Gobind Singh Indraprastha
University, Delhi

Guide: Mr. Himanshu Matta Submitted by: Rashi Oberoi

Roll No.: 05813701718
Batch: 2018-21

Institute of Information Technology and management

New Delhi 110058

(2020-21)

1
 CERTIFICATE

I, Mr./Ms. Rashi Oberoi, Roll No.: 05813701718, certify that the Project

Report on (BBA-312) entitled “Comparative Study on brand preference

among LED TVs (Samsung vs LG).” is done by me and it is an authentic work

carried out by me at Institute of Information Technology and Management.

The matter embodied in this project work has not been submitted earlier for

the award of any degree or diploma to the best of my knowledge and belief.

Signature of the Student:

Date:

Certified that the Project Report (BBA-310) entitled

“ ” done by

Mr./Ms. , Roll No. , is

completed under my guidance.

Signature of the Guide:

Date:

Name of Guide: Mr. Himanshu Matta.

Designation: Assistant Professor.

Address: Institute of Information Technology &

Management, New Delhi-110058.

Countersigned

Director/Project Coordinator

2
 ACKNOWLEDGEMENT
I would like to express my profound gratitude and gratefulness to Institute of Information

Technology and Management for giving me this opportunity to conduct a research on the

brand preference among the two leading LED TV brands in the Indian television market.

I would express my deepest gratitude and special thanks to Mr. Himanshu Matta, my project

guide at Institute of Information Technology and Management, who guided me throughout

the course of the project and kept me motivated; his exemplary guidance, monitoring, support

and constant encouragement throughout the course of this study made the successful

completion of this project possible.

Last but not the least, I would also like to express my sincere gratitude to the Project

coordinators- Dr. Sunitha Ravi (Program Coordinator) and Dr. Jyoti Bhambhani for their

constant and timely guidance and assistance throughout the project which made the

successful completion of this project possible.

Signature of the Student:

Name of the student: Rashi Oberoi

Enrolment No.: 05813701718

3
 Institute of Information Technology & Management, New Delhi

Assignment No: BBA/310/ 05813701718

Major Project (Paper Code: 310): BBA SEMESTER VI

Background: University Scheme

Students of BBA Semester VI are to carry out a project as part of curriculum. At the end of
the semester the students are to submit a written project report. The objective of this Circular
is to standardize the format of submission of the project report and to lay guidelines to
conduct the project including methodology. This project work is the training for applying
theoretical concepts, tools & techniques to a live situation/problem and writing a
Technical Report.

Objectives:
The academic objectives for major project and report writing are:
(a) Work & gain knowledge of real business environment,
(b) Analyze how theoretical concepts taught are applied/not applied in
real situations,
(c) Analyze best practices of a company/industry in different functional areas,
(d) Enhance analytical & application abilities of students, and
(e) Develop skills in technical report writing through data collection, data
analysis, data presentation and draw lessons cogently vis-à-vis a given firm or
company.

Scope of Report Writing

The topic on which you will be preparing your major project report is “Comparative study on
brand preference among LED TVs (Samsung vs LG)”. The project report is to be compiled
under the following chapters as per details given in Academic Circular 4/2008(Revised on
January 2, 2016):
(a) Introduction
(b) Literature Review
(c) Methodology
(d) Data Analysis & Interpretation
(e) Findings and Conclusion
Each student is to collect material on the aspects as mentioned above and arrange it in cogent
manner. One copy of the report is to be submitted to the respective guide as per the schedule
given in the following paragraph.

4
 Schedule & Evaluation Scheme
To be Completed Activity Marks Remarks
by Date Allotted
15 and 16th
th
Briefing about the project guidelines to
March, 2021 the students.
22nd March, 2021 Submission of Project Proposal to the 4 Refer Appendix A.
respective guide & finalization of title,
objectives, scope & methodology.
05th April, 2021 Chapter-1 & 2 6 -
17th April, 2021 Submission of Chapter-3, Submission 4
of Questionnaire (after prior discussion
with Project Guide)
27th April, 2021 Data analysis & Interpretation (Chapter- 6
4) and Chapter-5.
4th May, 2021 First Draft of the report to the respective 5 Refer Appendix B & C.
guide.
15th May, 2021 Submission of Final Report (one hard 5 .
copy in spiral binding) to the respective
guide.
17th, 18th, 19th & Internal Presentation and Viva to the 6 A power point
20th May, 2021 Internal Board of Examiners. presentation of 10 minutes
and viva by each student
27th May, 2021 Submission of 2 copies Final Hard 4
Bound Report and CD to the respective
guide.
June 1st Week Post submission Viva 10 -
(Tentative date)
June 3rd Week External Viva before the external 50 Project Viva.
(Tentative date) examiner.
Total Marks 100

 Format for Compilation

The report is to be compiled and submitted as per the format laid down in Academic
Circular 4/2008 (Revised on 02-01-2016). All students are to strictly adhere to
the format.
 Submission
Final report completed in all respects is to be submitted to the guide as per the
schedule given above.
 CAUTION: This report is independent work to be conducted by each student
individually. Any previous work or borrowed work will be summarily rejected and in
all cases of rejection the work is to be repeated afresh.
Name of the Guide: Mr Himanshu Matta Dr. Sunitha Ravi & Dr. Jyoti Bhambhani
Assignment Prepared by: Rashi Obereoi Project Coordinator (BBA-VI)

Countersigned
Prof. (Dr.) Prerna Mahajan
Director

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 EXECUTIVE SUMMARY
Television is one of the fastest-growing consumer durable goods in India, The Indian

television market is highly competitive and is dominated by significant players like Samsung

and LG, and they collectively constitute a substantial share of the market.

This Research study is an attempt to understand the customer preference among the two

major LED TV brands i.e., Samsung and LG in the Indian electronics market. As a student of

IITM (Institute of Information Technology and Management), it is a part of the study for

every student to perform a research study on the allotted topic. The objective of this

Executive summary is to provide the reader a compact summary of the entire Research study.

The reason for choosing Samsung and LG, for the comparative study was that every year

both Samsung and LG launch a whole new range of smart TVs to the market. With each new

version, they bring bigger panels, better visuals, and overhauled processors that would make

a great new TV.

This report includes mainly five chapters;

Chapter 1 is an introductory chapter which includes the profile of Samsung and LG. It

includes the history, nature and mission and vision of the organizations. It also explains the

organizational structure, turnover and market standing of both the organizations. This chapter

also covers the Present leadership and a comprehensive SWOT analysis of both the

companies. Chapter 2 comprises of the Literature Review.

Chapter 3 explains the objectives and scope of the study and also includes the methodology

of the study, the methods of data collection, sample size and the tools used for data analysis.

Chapter 4 comprises of the data analysis and interpretation of the data collected from the

respondents. The analysis is done through pie charts and bar graphs.

Chapter 5 includes the findings, limitations, suggestions and conclusion of the study,

6
 CONTENTS
S.No. TOPIC Page
No.
1 Certificate (s) -
2 Acknowledgements -
3 Assignment Directive -
4 Executive Summary -
5 List of Tables -
6 List of Figures -
7 Chapter-1: Introduction 11-28
1.1 About the television Industry in India. 11
1.2 About Samsung. 12
1.3 History of Samsung. 13
1.4 About Samsung Electronics. 13
1.5 Vision and Mission of Samsung. 14
1.6 Organizational Structure of Samsung. 14
1.7 Turnover and Market share of Samsung in India. 15
1.8 Product range of Samsung. 16
1.9 Present Leadership of Samsung. 16
1.10 SWOT Analysis of Samsung. 17
1.11 About LG Corporation. 22
1.12 History of LG Corporation. 23
1.13 About LG Electronics. 23
1.14 Vision and Mission statement of LG. 24
1.15 Turnover and market share of LG corp. in India. 24
1.16 Product range of LG Electronics. 25
1.17 Present leadership of LG. 26
1.18 SWOT Analysis of LG. 26
8 Chapter-2: Literature Review 29-33
9 Chapter-3: Methodology 34-36
3.1 Objectives of study. 34
3.2 Scope of study. 34
3.3 Sources of data collection. 34
3.4 Population/Universe of the Research study. 35
3.5 Sampling unit. 35
3.6 Sample size. 35
3.7 Sampling technique. 36
3.8 Tools used for data analysis. 36
10 Chapter-4: Data Analysis and Interpretation 37-53
4.1 Interpretation of Gender of respondents. 37
4.2 Interpretation of Age of respondents. 38
4.3 Interpretation of respondents having an LED TV. 39

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 4.4 Interpretation of consideration of brand image by respondents. 40
4.5 Interpretation of the LED TV brand used by customers. 41
4.6 Interpretation of consumer satisfaction towards pricing structure of Samsung LEDTV 42
4.7 Interpretation of consumer satisfaction towards picture quality of Samsung LED TV 43
4.8 Interpretation of consumer satisfaction towards screen resolution of Samsung LEDTV 44
4.9 Interpretation of consumer satisfaction towards sound quality of Samsung LED TV 45
4.10 Interpretation of consumer satisfaction towards looks & design of Samsung LED TV 46
4.11 Interpretation of the factors that respondents consider best in Samsung LED TV. 47
4.12 Interpretation of consumer satisfaction towards pricing structure of LG LED TV. 48
4.13 Interpretation of consumer satisfaction towards picture quality of LG LED TV. 49
4.14 Interpretation of consumer satisfaction towards screen resolution of LG LED TV. 50
4.15 Interpretation of consumer satisfaction towards sound quality of LG LED TV. 51
4.16 Interpretation of consumer satisfaction towards looks & design LG LED TV. 52
4.17 Interpretation of the factors that respondents consider best in LG LED TV. 53
11 Chapter-5: Findings and Conclusion 54-57
5.1 Findings of the study 54
5.2 Limitations of the study 55
5.3 Suggestions 56
5.4 Conclusion 57
12 Bibliography 58
13 Questionnaire 59

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 LIST OF TABLES
Table Title Page
No. No.
1.1 About Samsung 12
1.2 Samsung revenue worldwide 15
1.3 Present leadership of Samsung 16
1.4 About LG Corporation 22
1.5 Present leadership of LG Corporation 26
4.1 Gender of respondents 37
4.2 Age of respondents 38
4.3 No. of respondents having an LED TV 39
4.4 No. of respondents considering brand image while purchasing an LED TV 40
4.5 Brand of LED TV in use/used by the respondents 41
4.6 Agreement level of respondents towards pricing structure of Samsung LED TV 42
4.7 Satisfaction level of respondents towards picture quality of Samsung LED TV 43
4.8 Satisfaction level of respondents towards screen resolution of Samsung LED TV 44
4.9 Satisfaction level of respondents towards sound quality of Samsung LED TV 45
4.10 Satisfaction level of respondents towards looks & design of Samsung LED TV 46
4.11 Factors which are considered best about Samsung LED TVs 47
4.12 Agreement level of respondents towards pricing structure of LG LED TV 48
4.13 Satisfaction level of respondents towards picture quality of LG LED TV 49
4.14 Satisfaction level of respondents towards screen resolution of LG LED TV 50
4.15 Satisfaction level of respondents towards sound quality of LG LED TV 51
4.16 Satisfaction level of respondents towards looks & design of LG LED TV 52
4.17 Factors which are considered best about LG LED TVs 53

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 LIST OF FIGURES
Figure Title Page
No. No.
1.1 Organizational structure of Samsung 15
4.1 Gender of respondents 37
4.2 Age of respondents 38
4.3 No. of respondents having an LED TV 39
4.4 No. of respondents considering brand image while purchasing an LED TV 40
4.5 Brand of LED TV in use/used by the respondents 41
4.6 Agreement level of respondents towards pricing structure of Samsung LED TV 42
4.7 Satisfaction level of respondents towards picture quality of Samsung LED TV 43
4.8 Satisfaction level of respondents towards screen resolution of Samsung LED TV 44
4.9 Satisfaction level of respondents towards sound quality of Samsung LED TV 45
4.10 Satisfaction level of respondents towards looks & design of Samsung LED TV 46
4.11 Factors which are considered best about Samsung LED TVs 47
4.12 Agreement level of respondents towards pricing structure of LG LED TV 48
4.13 Satisfaction level of respondents towards picture quality of LG LED TV 49
4.14 Satisfaction level of respondents towards screen resolution of LG LED TV 50
4.15 Satisfaction level of respondents towards sound quality of LG LED TV 51
4.16 Satisfaction level of respondents towards looks & design of LG LED TV 52
4.17 Factors which are considered best about LG LED TVs 53

10
CHAPTER 1
INTRODUCTION

1.1 ABOUT THE TELEVISION INDUSTRY IN INDIA.

Television is one of the fastest-growing consumer durable goods in India, this can be

witnessed from the fact that the total number of homes in the country grew only by ~4.5%

during 2017- 2018 period whereas the television market witnessed ~7.5% growth during the

same period.

The rapid penetration of television in Indian households can be attributed to reduced cost of

production and increased consumer affordability. Over the years, the television industry has

adopted fast-evolving technologies to introduce innovations like foldable TV and virtual

voice assistant-enabled TV.

The Indian television market is highly competitive and is dominated by significant players like

Samsung, LG and Sony, and they collectively constitute a substantial share of the market.

Every year both Samsung and LG launch whole new ranges of smart TVs to the market. With

each new version, they bring bigger panels, better visuals, and overhauled processors that

would make a great new TV.

Nevertheless, foreign players like Xiaomi, Realme and OnePlus are flourishing and have

captured a considerable share in a short span, owing to their affordable products with a wide

variety of features.

What sets Samsung and LG apart from the rest is their scale: they rank as the biggest sellers

of televisions worldwide, making them a likely bet for anyone buying a new screen for their

home.

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 NAME SAMSUNG GROUP
TYPE Private
INDUSTRY Conglomerate
FOUNDED 1 March 1938; 83 years
ago, in Daegu, Japanese Korea
FOUNDER Lee Byung-Chull
HEADQUARTERS 40th floor Samsung Electronics
Building,11, Seocho-daero 74-gil,Seocho
District, Seoul, South Korea.
WEBSITE samsung.com
SUBSIDIARIES Samsung Electronics
Samsung Engineering
Samsung C&T Corporations
Samsung Heavy industries
Samsung SDS
Samsung Life insurance
Samsung Fiore and marine
Samsung Biologics
TABLE 1.1 About Samsung

1.2 ABOUT SAMSUNG

The Samsung group is a multinational

conglomerate corporation headquartered in

Samsung Town, Seoul, South Korea. It is the

worlds largest conglomerate by revenue with

annual revenue of US $ 173.4 billion in 2008.

The Samsung group is composed of

numerous

international affiliated businesses, most of them united under the Samsung brand including

Samsung Electronics (the world’s largest electronics company). Samsung has been the worlds

most popular consumer durables brand since 2005 and is the best known South Korean brand

n the world.
12
1.3 HISTORY OF SAMSUNG.

Samsung is a South Korean company originally founded as a grocery trading store by Lee

Byung-Chull in March 1938. The company forayed in the electronics industry in 1969 and its

first electronic product was a black-and-white television. Soon, the company also started

exporting its products and became a major electronic manufacturer in its home country. In

1970, the company acquired a 50 per cent stake in Korea Semiconductor.

Witnessing a rapid expansion in the early 1980s, the company established separate branches

for its various electronics businesses. It is at this time that the company also made

investments in two research & development institutes which helped it become the

market leader in information technology services. By 1990s, the company had become one

of the top five electronics makers in the world and was mainly known for its semiconductors,

LCD screens and other technology products.

Now, Samsung is one of the major manufacturers of electronic components globally. It is also

one of the major suppliers of electronic products like batteries, semiconductors, chips, flash

memory and hard drive to companies such as Apple, Sony, Nokia, etc. Samsung has also

been the world's largest manufacturer of television since 2006, and of smartphones since

2011.

1.4 ABOUT SAMSUNG ELECTRONICS

Samsung Electronics Co., Ltd. is a South

Korean multinational electronics company

headquartered in the Yeong tong

District of Suwon. It is the pinnacle of

the Samsung chaebol, accounting for 70% of the

group's revenue in 2012.

13
Samsung Electronics has played a key role in the group's corporate governance due to

circular ownership. Samsung Electronics has assembly plants and sales networks in 74

countries and employs around 290,000 people. It is majority-owned by foreign investors. It is

the world's largest manufacturer of consumer electronics by revenue.

As of 2019, Samsung Electronics is the world's second largest technology company by

revenue, and its market capitalization stood at US$520.65 billion, the 12th largest in the

world. Samsung has been the world's largest television manufacturer since 2006, and the

world's largest manufacturer of mobile phones since 2011. It is also the world's largest

memory chip manufacturer and, from 2017 to 2018, had been the largest semiconductor

company in the world, briefly dethroning Intel, the decades-long champion.

1.5 VISION AND MISSION STATEMENT OF SAMSUNG

VISION

“Inspire the world with our innovative technologies, products and design that enrich

people’s lives and contribute to social prosperity by creating a new future.”

MISSION

“We will devote our human resources and technology to create superior products and

services, thereby contributing to a better global society.”

1.6 ORGANIZATIONAL STRUCTURE OF SAMSUNG.

Samsung organizational structure is divisional and the company is divided into three key

divisions: IT & Mobile Communications (IM), Consumer Electronics (CE), and Device

Solutions (DS). The rationale behind the choice of divisional organizational structure relates

to Samsung’s large product portfolio and differences between products and services the

company offers to the market.

14
 FIGURE 1.1 Organizational structure of Samsung

1.7 TURNOVER, MARKET SHARE AND POSITION OF SAMSUNG IN THE INDIA.

Samsung India Electronics' standalone net profit increased 88.4 per cent to Rs 2,902.30 crore

in 2019-20.

Samsung India had posted a net profit of Rs 1,540.10 crore in the financial year 2018-19.

Total revenue was up 7.6 per cent to Rs 78,651.20 crore in FY20 as against Rs 73,085.90

crore in the previous fiscal year.

Samsung has captured around 30% market share in the Indian television market. It captures

60 – 65 % of the market share in the LED TV category.

REVENUE US $ 197.7 billion (2019)

OPERATING INCOME US $ 23.8 BILLION (2019)
NET INCOME US $ 18.6 billion (2019)
TOTAL ASSETS US $ 302.5 billion (2019)
TABLE 1.2 Samsung revenue worldwide.

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1.8 PRODUCT RANGE OF SAMSUNG

Samsung electronics deals in a wide variety of electronics which are as follows:

 Smartphones

 Tablets

 Audio sounds

 Watches

 TVs

 Refrigerators

 Laundry

 Air solutions

 Cooking appliances

 Monitors

1.9 PRESENT LEADERSHIP

Kim, Ki Nam  Vice Chairman & CEO

[2018~Present]
 Vice Chairman & Head,
Device Solutions
[2018~Present]
Kim, Hyun Suk  President & CEO
[2018~Present]
 President & Head,
Consumer Electronics
[2017~Present]
Koh, Dong Jin 
President & CEO
[2018~Present]
 President & Head, IT &
Mobile Communications
[2017~Present]
TABLE 1.3 Present Leadership of Samsung.

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1.10 SWOT ANALYSIS OF SAMSUNG

A SWOT analysis of the corporation indicates the most relevant strengths, weaknesses,

opportunities and threats in the technology business and its operating environment. In the

SWOT analysis framework, the external analysis of the corporation refers to opportunities

and threats. On the other hand, the internal analysis specifies the company’s strengths and

weaknesses, which affect business development compared to competitors like Apple and

LG. Samsung’s generic strategy for competitive advantage and intensive strategies for

growth can be seen as responses to the internal and external strategic factors discussed in this

SWOT analysis of the enterprise and its multinational industry environment.

STRENGTHS OF SAMSUNG

1. Dominates the Smartphone Market – Samsung has dominated the smartphone market

for years. According to research, in Quarter 1 of 2020, Samsung has maintained the No.

1 spot globally with a 18.5% market share, where as Apple is at 13.7% market share.

2. Research and Development – The foundation of Samsung has always been on

Innovative research and development. Expenditure in these departments resulted in the

company having a wide range of product portfolio among its competitors. These include

tablet, camcorder, mobile phone, camera, TV/video/audio, Memory Cards, PC, and

other accessories. They have 34 R&D (research and development) canters operating

worldwide.

3. Award Winning Brand – Samsung’s position as a pioneer for innovation is backed

with credibility. Samsung has won many awards for its offerings. Samsung has been

awarded the CES (Consumer Electronics Show) owing to its designs and products for

14 consecutive years. It went on to receive 36 CES awards in 2018 along with 400

more

17
 awards within a period of 14 years. It also secured 7 wins at the (IDEA) International

Design Excellence Awards.

4. Ecologically Friendly Innovations – Samsung has enhanced its brand reputation

through its environmentally friendly innovations. It secured its ranking at 9th position

in the Top 30 Tech and Telecom companies of the EPA’s 2016 Green Power Partner

list. It also received the Environmental Protection Agency’s (EPA) annual ENERGY

STAR Partner of the Year Excellence Award for five consecutive years. Other

companies do not share this achievement and hence increases Samsung’s appeal across

all business lines.

5. Stronghold in the Asian Markets – Samsung retains a stronghold in the Asian

markets, particularly India and China. Both India’s and China’s business markets are

growing substantially which is why Samsung has taken advantage of the opportunity

and incentivize in these countries accordingly.

WEAKNESSES OF SAMSUNG

1. Heavily dependent on the American Markets – It is estimated that both Apple and

Samsung sold at least 70.8% of smartphones in the USA. While Samsung has

diversified its resources and expanded its operations in Asia, it is still heavily dependent

on the American markets. The American economy is very unpredictable and another

recession could put Samsung’s revenues in jeopardy and can damage its operational

resources. That’s why Samsung needs to involve itself into the Asian and European

markets to ensure sustainability and avoid potential failures if the US economy ever

collapses.

2. Product Failures – Any product that threatens the life of consumers erodes confidence

and trust in the company. Samsung has delivered several faulty products to the market

from the exploding Samsung Galaxy A20e to a faulty foldable phone.

18
3. Hereditary Leadership – Since its founding, Samsung has always been under the

leadership of the family for three generations. Even though keeping the leadership

within the family has offered Samsung immense stability, the company can stagnate due

to a lack of fresh ideas. After being dogged by several scandals, Samsung heir Jay Lee

has vowed to end dynastic succession.

4. Bribery Scandal – In 2015, Samsung’s reputation was tainted by the revelation that the

president of the company bribed the government of South Korea to facilitate a merger.

He was found guilty and jailed for about one year until Feb. 2018, which eroded trust

bestowed by consumers in South Korea and the world over.

OPPORTUNITIES FOR SAMSUNG

1. Triple Protection Proposition – Samsung is preparing to launch its new air

conditioning product called the ‘Triple Protection Proposition’ that incorporates

cutting edge technology and impeccable construction. The product is geared towards a

target customer base that would ensure maximum customer retention.

2. HR Management – Samsung can make impressive transformational

accomplishments if it invests in its HR management. Not only would it be good for its

sales but it will also give it competitive leverage over its rival. The company can

utilize its brand image and hire highly qualified and skilled employees to improve

employee performance and productivity.

3. Diversification and Acquisitions – It is critical that Samsung avoids the mistake of

being limited to just one marketplace. It not only invites risks from an economic

perspective, but it also attracts unwanted political polarization and negative media

publicity. That’s why there is a business vacuum present in the Asian and European

economies in which Samsung can thrive. It needs to expand its customer base as well.

19
 4. Introduce Innovative Products – The smartphone sector is highly dynamic, with the

latest trends going out of style in an instant. Samsung can attain immense growth by

setting the trend with great and innovative products like the foldable phone.

5. 5G Technology – As the world moves to 5G, Samsung has the capacity and know-

how to exploit this opportunity. The company is already in active commercial

discussions with operators in the EU to supply 5G and 6G network equipment.

Samsung is one of the top companies in the UK’s list of potential 5G providers.

THREATS FOR SAMSUNG

1. Patent Infringement Controversies – Samsung has been involved in controversies

that have threatened its business. Its rival Apple filed a lawsuit against Samsung

for patent infringement which underwent a heated court battle for seven long years

until finally reaching a settlement. However, the company suffered consequences

when a jury decided that Samsung had indeed copied Apple and was to pay $1.049

billion in damages. This suit damaged the company’s reputation and its sales.

2. Increased Competition – Competition from opponents especially from those within

the consumer electronics, smartphone products, and computing industries has reached

a record high. Whether it’s Xiaomi, Apple, or Huawei, all the technological

competitors are outmanoeuvring and outperforming each other to become the best

technology company. This only increases the pressure for Samsung in both

competition and finances.

3. Legal and Regulatory Threats – With the world becoming more globalized and

digitally oriented, governmental authorities have begun issuing their guidelines which

are increasing legal and regulatory threats to companies around the globe. Samsung is

no exception to these rules. Laws differ from market to market, and these strict

20
 regulations cause a hindrance in operations. Failure to comply could even result in a

complete shutdown in the respective market which may be fatal for Samsung.

4. Economic Uncertainty – Recent events have catalysed uncertainty in the global

market and led to a decline in new smartphone sales by 20.2% in Quarter 1 of 2020.

Financial struggles have forced many consumers to seek recycled or refurbished

phones, which has increased by 24%. Samsung has already experienced a decline in

sales, and it can drop further if uncertainty persists.

21
 NAME LG CORPORATION
FORMERLY Lucky-Goldstar (1983-1995)
TYPE Public
INDUSTRY Conglomerate
FOUNDED 5 January 1947, 74 years ago
FOUNDER Koo In -Hwoi
HEADQUARTERS Seoul, South Korea
WEBSITE lgcorp.com
SUBSIDIARIES LG Electronics
LG Display
LG Uplus
LG Chem
LG Solar Energy
LG Household and Healthcare
NO. OF EMPLOYEES 2,22,000
TABLE 1.4 About LG Corporation.

1.11 ABOUT LG CORPORATION

LG Corporation formerly Lucky-Goldstar from 1983

to 1995, a South

Korean multinational conglomerate corporation founded

by Koo In-hwoi and managed by successive generations

of his family. It is the fourth-largest chaebol in South

Korea. Its headquarters are in the LG Twin Towers building in Yeouido-dong,

Yeongdeungpo District, Seoul.

LG makes electronics, chemicals, and telecommunications products and operates subsidiaries

such as LG Electronics, Zenith, LG Display, LG Uplus, LG Innotek, LG Chem, and LG

Energy Solution in over 80 countries.

22
1.12 HISTORY OF LG CORPORATION.

LG Corporation was established as Lak Hui Chemical Industrial Corp. in 1947 by Koo In-

hwoi. In 1952, Lak Hui (pronounced "Lucky", currently LG Chem) became the first South

Korean company to enter the plastics industry. As the company expanded its plastics

business, it established GoldStar Co. Ltd. (currently LG Electronics Inc.) in 1958. Both

companies Lucky and GoldStar merged and formed Lucky-Goldstar in 1983.

GoldStar produced South Korea's first radio. Many consumer electronics were sold under the

brand name GoldStar, while some other household products (not available outside South

Korea) were sold under the brand name of Lucky. The Lucky brand was famous for hygiene

products such as soaps and HiTi laundry detergents, but the brand was mostly associated with

its Lucky and Perioe toothpaste. LG continues to manufacture some of these products for the

South Korean market, such as laundry detergent.

Koo In-hwoi led the corporation until his retirement in 1970, at which time, his son Koo Cha-

kyung took over. He then passed the leadership to his son, Koo Bon-moo, in 1995. Koo Bon-

moo renamed the company to LG in 1995. The company also associates the letters LG with

the company's tagline "Life's Good". Since 2009, LG has owned the domain name LG.com.

Koo Bon-moo died of a brain tumour on 20 May 2018. In July 2018, it was announced that

Koo Kwang-mo, the nephew and adopted son of Koo Bon-moo, will be the new CEO of LG.

Koo Bon-moo adopted his nephew in 2004, after losing his only son in 1994, citing "a family

tradition of male-only succession".

1.13 ABOUT LG ELECTRONICS

LG Electronics Inc. is a South

Korean multinational electronics company headquartered

in Yeouido-dong, Seoul, South Korea.

23
LG Electronics is part of the fourth-largest chaebol in South Korea (LG Corporation) and its

global sales reached US$55.91 billion in 2014. It comprises four business units: Home

Entertainment, Mobile Communications, Home Appliances & Air Solutions and Vehicle

Components, with Starion India as its main production vendor for refrigeration and washing

machines in the Indian sub-continent. LG Electronics acquired Zenith in 1995 and controls

37.9 percent of LG Display as of 2013. Since 2008, LG Electronics remains the world's

second- largest LCD television manufacturer. The company has 128 operations worldwide,

employing 83,000 people.

1.14 VISION AND MISSION STATEMENT OF LG

VISION

“LG's vision is to become the market leading company with broad market recognition.”

MISSION

“We wish to maintain our hard-earned reputation for bringing added value to the lives

of consumers.”

1.15 TURNOVER, MARKET SHARE, AND POSITION OF LG CORPORATIO IN

THE INDIAN MARKET.

LG India has reported revenue of Rs 16,009 crore for 2019-20, according to the latest

regulatory filings, in line with almost flat sales for three consecutive years at the country’s

largest home appliances manufacturer.

However, the South Korean firm’s net profit continued to grow during these years, increasing

21% year-on-year to Rs 1,854 crore in 2019-20.

Consumer electronics maker LG is aiming to corner around 27 per cent of the Indian

television market this year, helped by the introduction of new-generation technologies, such

as artificial
24
intelligence (AI), to the affordable segment. Besides, the company would retain its market

share in 55-inch and above screen size where LG has around 30 per cent market share and

in OLED, where it dominates with over 70 per cent market share.

1.16 PRODUCT RANGE OF LG ELECTRONICS.

LG electronics deals in a wide variety of electronics which are as follows:

 TVs

 Home Theatre systems

 Sound Bars

 Projectors

 Smart Phones

 Smart Watches

 Kitchen appliances

 Refrigerators

 Microwave ovens

 Dishwashers

 Home appliances

 Washing machines

 Air purifiers

 Ait conditioners

 Fans

 Water purifiers.

25
1.17 PRESENT LEADERSHIP

Young Soo Kwon  Vice Chairman at LG Corp.

 Chairman of B.O.D
 Date of
Appointment: March
2019
Bong Seok Kwon 
Representative Director,
CEO
 President at LG Electronics
 Date of
Appointment: March
2020
Doo Yong Bae  Representative Director,
CFO
 Executive Vice President at
LG Electronics
 Date of Appointment:
March 2021
TABLE 1.5 Present leadership of LG Corporation.

1.18 SWOT ANALYSIS OF LG.

STRENGTHS OF LG

1. Global Giant: LG Electronics controls 114 local subsidiaries worldwide, with

roughly 82,000 executives and employees. LG is an MNC and is a well-recognized

brand which deals in white & brown goods. It has always been known for its simple

design, easy to use, Innovative & reliable technology.

2. Extensive distribution system: LG being a fast moving consumer durable company

makes its products available in the markets through its distribution partners. Because

of its pull strategy, LG observes very fast stock rotation but also has to use dumping

of stocks to the channel partners. It uses Glo-cal strategy (be global act local) to

market its products.

26
 3. Diversified products across the categories: LG has a huge product line and length

across the product categories both in white & brown goods.

4. High TOMA: Through its continuous branding efforts, sponsoring sporting

& lifestyle events like ICC cricket world cup, Formula one championship, soccer

matches etc. LG has created high visibility and thus is successful in its branding

efforts.

5. CSR activities: LG has always been involved in community work so as to involve

the people in the co-creation of the wealth.

6. Brand equity – The long term presence of LG in the market, along with their

amazing product strategies, and reliability on their products has ensured that LG has

a strong brand equity, and hence is able to survive in a tough business environment.

WEAKNESSES OF LG

1. Management: Due to its extensive presence in the white & brown goods market they

are not able to focus on every single product category properly due to which they are

losing their market share in several products like T.V, Refrigerator etc.

2. No Cash cows – Samsung has amazing brand equity due to its smart phones and

smart TV’s. Similarly, most brands have a super hit product which is a cash cow.

However, in LG, there is hardly any product which is a cash cow for them.

OPPORTUNITIES FOR OF LG

1. Changing lifestyle: Growing urban population, Rise in disposable income, shift

towards technological products & migration from rural to urban areas are some of the

factors that will be the driving force for the home appliances, electronics goods

2. Competitors helping in the adaptation of the new technology: Intense competition

in the industry is helping LG in making their products acceptable to the society. So

27
LG

28
 can leverage out benefit of this & can increase their market share by considering

competitors move.

3. Market Expansion: By further penetrating to the emerging markets will help the

company in accelerating its growth rate.

4. Strategic Partnership: Till now LG has been involved in the collaborative

partnership with many companies. It is making technology advances and

identifying business opportunities through various partnerships relationships with

some of the world’s leading companies. Strategic alliance between corporations in

which companies with different infrastructures cooperate in the fast-developing.

THREATS FOR OF LG

1. Intense rivalry within the industry: Every company in this industry is fighting hard

to make their presence felt & hold their market share. Majority of the players in the

industry follows red ocean strategy in order to kill the competition which is affecting

the industry as a whole.

2. Stagnant Urban demand dynamics: Since more & more companies are venturing

out in the over competitive urban market, there is little growth left in these markets,

so over dependence on these market will be riskier for the company like LG.

3. Government Regulations: Government policies relating to use of innovative

technology for energy & power conservations is by & large affecting the industry &

forcing them to switch to renewable sources of energy.

4. Sluggish Economy: Macroeconomic uncertainty, Recession, un-employment etc. are

the economic factors which will daunt the industry for a long period of time.

5. Rising Raw material cost: Due to rising raw material prices & labour cost, LG’s

margins are shrinking which is making the business operations less profitable.

29
CHAPTER 2
LITERATURE REVIEW

2.1 LG vs. Samsung TV 2021: Who’s winning the smart TV war?

By Evan Varsamis on Jul 30, 2020, under Daily Digest

Both brands aren’t reaching for the top spot with a single TV. Instead, they both have a range

of smart TVs that cover everything from the incredibly smart to the incredibly innovative.

So, after covering everything, you’d probably say that LG wins the LG vs. Samsung battle,

right? But according to the research, the price aspect needs to be taken into consideration.

While LG seems to be technically superior at present, Samsung offers cheaper models that

get the job done. And that’s all most people need for their home TV—something that gets the

job done. And many people don’t have the budget to buy a much more expensive TV.

The overall consensus is that both brands of TV are solid, and you won’t be making a poor

decision if you buy one of them. In the LG vs. Samsung debate, it all depends on how much

money one is looking to spend and which features are the most important to one. Both TVs

will give a fantastic picture quality, and both TVs will give the smart TV capabilities one is

likely looking for.

2.2 Samsung vs LG TV: which TV brand is better?

By Henry St Leger March 18, 2021

Both TV manufacturers have had a difficult time recently. LG's newest OLED production

line was hit with delays throughout early 2020, while Samsung is still reeling from a drop in

smartphone sales and TV demand last year.

At the time of writing, Samsung is still the market leader, and could entrench that position

with plans for its own QD-OLED (quantum dot-OLED) hybrid to take on LG's OLED tech –

30
even

31
if unstable finances has delayed those plans for now. On the flip side, LG's introduction of

48- inch panel sizes for OLED TVs could eat into Samsung's share of mid-range televisions

when they launch this year. The takeaway here is that, regardless of either company’s

financial health, both are focusing on their current display technologies, and aren’t going to

suddenly stop supporting any of the new TVs they’re currently bringing to market.

2.3 Which Brand Is Better? Samsung or LG?

By Pritish Sirkar, March 2, 2020

LG makes the best televisions in most segments and will generally have better picture quality

than a Samsung TV. They are also competitively priced as compared to Samsung. They are

stronger as well. LG TVs tend to last much longer than Samsung. There’s an important point

here. LG makes OLED screens and holds a patent. So even if one is using a Samsung TV

with an OLED, it is manufactured by LG. Therefore, LG will obviously have the best screens

at the same price range. Here, the undisputed winner is LG, but not by a huge margin.

2.4 Choosing a TV brand: LG vs. Samsung

By Brian Westover, 23 March 2021

Samsung is a major player in the TV world, in part, because its quantum-dot-enhanced LED

displays offer great picture quality without the expense of OLED. And with brighter

backlighting and wide viewing angles, Samsung's QLED TVs even surpass OLED in some

ways. Samsung's smart TV experience is rich and full-featured, with some of the best smart

home integration we've seen, even on affordable models.

Samsung is the biggest name in the TV world, in no small part because the Samsung QLED

line-up offers the best version of LCD display out there, with picture quality that rivals that of

OLED and even exceeds it in certain aspects.

32
LG is also the only TV manufacturer presently offering HDMI 2.1 connectivity on its sets.

The higher bandwidth of the 2.1 standard allows for high-frame-rate content, variable refresh

rate (VRR) for gaming and Enhanced Audio Return Channel (eARC) with lossless audio.

At the end of the day, LG is the best TV brand for anyone who wants both high-quality

performance and solid value for the money.

2.5 LG vs Samsung TV: which is better?

By What Hi-Fi? February 07, 2020

LG and Samsung are large-scale electronics manufacturers headquartered in South Korea.

Televisions are a core part of both their businesses, and both brands have built up solid

reputations in the UK, US and beyond. In North America, for example, LG and Samsung

grew their combined TV market share to over 60% in 2019.

LG offers its premium OLED TVs in screen sizes from 48in to a whopping 88in. But there

are plenty more affordable options, including budget 43in 4K TVs as well as the company's

Nano Cell LCD range.

Samsung's QLED TVs a little punchier and more dynamic, but LGs are more authentic and

natural. Both are thrilling, and both have their strengths - there isn't a heck of a lot between

them.

2.6 LG or Samsung TVs: which is the better brand?

By Matt Breen, Published: Friday, 5th February 2021 at 12:20 pm

LG and Samsung are two of the reigning TV brands on the market. That’s largely due to the

fact both companies make televisions aimed at a range of price points, from 32-inch sets for

£300 to high-spec 75-inchers that will set you back several thousand pounds.

33
While LG has blazed a trail with its stunning OLED series of televisions, Samsung has stuck

to its guns and focused on its own form of picture-optimisation: QLED. Similarly, each brand

uses a different smart platform, with each having its own strengths and weaknesses.

In terms of sheer pedigree, LG comes out as the better brand. As we’ve said, its OLED

televisions are among the very best commercially available sets out there – and on top of that,

the webOS smart platform has the stronger reputation. As an all-rounder, you’d be hard-

pushed to find a television that can trump the glorious CX OLED flagship line.

But here’s the thing about televisions: flagship televisions and top-tier tech are all well and

good – but not everybody out there needs the very latest tech. There’s still some price range

among LG’s OLED televisions – but with QLED sets starting at little more than £500, we

believe that Samsung is the superior brand in terms of value for money.

A disclaimer: with the latest developments in both OLED and QLED televisions on the way,

we’re quietly confident that entry-level prices for both will start to fall, and both will become

more realistic options for the average spender.

2.7 Samsung vs LG TV, which is better?

By Martin Pratt

Every year these two TV brands doggedly battle it out to earn your custom. Whether you’re

looking to spend a few hundred pounds or even a few thousand, both Samsung and LG

promise the best-quality TVs. TVs from Samsung and LG come packed with the latest

technology, with their competing OLED and QLED displays, and features such as Freeview

Play, 4K Ultra HD, support for High Dynamic Range (HDR), slick smart-TV systems, voice

search and more.

34
2.8 What's the best TV brand?

By Whitson Gordon, Oct. 6, 2020, 9:09 PM IST

LG is the perfect example of "brand isn't everything": Its top-end models are some of the

absolute best TVs you can buy today, while their midrange and budget models are a bit less

enticing (in most cases).

Samsung TVs are all well-made, but like LG, their top-of-the-line models are where the good

stuff is and their midrange models provide less value than competing brands.

2.9 LG vs. Samsung: Who’s winning the smart TV war?

By Gadget Flow on June 27, 2019.

In the smart TV market, most brands borrow technology and software from other companies.

But both LG and Samsung have developed their smart TVs from scratch.

LG manufactures OLED displays which are considered to be the best in terms of colour and

contrast. Samsung still uses QLED technology, which can’t quite match OLED for picture

quality. That said, Samsung is aiming to develop a QD-LED hybrid in the near future.

The two brands also have unique operating systems. LG webOS and Samsung Tizen are both

solid platforms, but the former offers better search. In addition, LG supports Google Assistant

and a few Amazon Alexa commands.

LG wins again when it comes to HDR technology, preferring the more advanced Dolby

Vision over Samsung’s HDR 10+. That said, relatively few smart TVs take advantage of

Dolby’s 12- bit technology.

Both brands aren’t reaching for the top spot with a single TV. Instead, they both have a range

of smart TVs that cover everything from the incredibly smart to the incredibly innovative.

While it seems, LG is ahead in terms of technology, Samsung still has a significant grip on

the smart TV market. Only time will tell which of these two brands will come out on top.

35
CHAPTER 3
METHODOLOGY

3.1 OBJECTIVES OF STUDY

 To find out which LED TV brand i.e., SAMSUNG or LG is more preferred in Delhi

(India).

 To find out the reasons behind the brand preference.

3.2 SCOPE OF STUDY

 This research report is based on a comparative study between the LED TV brand

preference for Samsung and LG among the consumers.

 In this study the Primary data will be collected from the consumers of Delhi (India) in

the form of questionnaires.

 In this project, the factors which affect the consumer preference among the LED TV

brands (Samsung and LG) is to be analysed.

 This study focuses on the factors which lead to customer satisfaction while

purchasing LED TVs of brands like Samsung and LG.

 The study also aims to find that which brand (Samsung or LG) is more preferred

among the consumers.

3.3 SOURCES OF DATA COLLECTION

Primary Data: The project is mainly based on primary data. The primary data is collected by

approaching the individuals with a Structured Questionnaire. This is done to make sure that

the data collected is authentic and unbiased and close ended questions are used while

conducting the survey.

36
Secondary Data: Apart from primary data, the data collected through text books, company’s

website and internet is used for the study.

3.4 POPULATION/ UNIVERSE

The universe consists of all survey elements that qualify for inclusion in the research study.

The precise definition of the universe for a particular study is set by the research

question/objectives, which specifies who or what is of interest.

“The population/universe for this purpose consists of all the users of LED TVs of Samsung

or/and LG.”

3.5 SAMPLING UNIT

A sampling unit is the building block of a data set; an individual member of the population, a

cluster of members, or some other predefined unit.

It is a unit from where a respondent is selected.

“The sampling unit for this purpose consists of the users of LED TVs of Samsung or/and LG;

particularly residing in Delhi (India).”

3.6 SAMPLE SIZE

The characteristics of whole population are difficult to study in most of the researches. In

order to best analyse the results, sample is taken from the population which best describes the

characteristics of the population. A sample is a sub group of the population selected for the

study and best describes the population. The sample size of a survey most typically refers to

the number of units/respondents that were chosen from which data was gathered.

“The sample size taken for this purpose is 60 respondents from Delhi.”

37
3.7 SAMPLING TECHNIQUE

A sampling technique is the name of the technique or identification of the specific process by

which the entities/ respondents of the sample have been selected. There are basically two type

of sampling methods- probability sampling methods and non- probability sampling methods

which are further divided into different types.

“The sampling technique used for this purpose is Convenience Sampling.” Convenience

sampling is a type of non-probability sampling. The participants are selected based on

availability and willingness to take part. According to Convenience Sampling method, it is

assumed that entire population is homogenous and the samples are selected in such a way that

each and every unit in the population has equal chance of occurrence or equal probability of

occurrence.

3.8 TOOLS USED FOR DATA ANALYSIS

The tools used for data analysis for this purpose is:

 Pie Charts.

 Bar Graphs.

38
CHAPTER 4
DATA ANALYSIS AND INTERPRETATION

4.1 Interpretation of GENDER of respondents.

GENDER MALE FEMALE OTHER TOTAL

NO. OF 27 33 0 60
RESPONDENTS
PERCENTAGE 45% 55% - 100%

TABLE 4.1 Gender of respondents

FIGURE 4.1 Gender of respondents

INTERPRETATION:

The above pie chart illustrates the gender of the respondents.

There are a total of 60 respondents, out of which there are 33 female respondents that is

55% of the respondents are female while the rest 27 that is 45% of the respondents are

male.

39
4.2 Interpretation of AGE of respondents.

AGE BELOW 18 18 - 25 26 - 35 ABOVE 35 TOTAL

NO. OF 4 40 12 4 60
RESPONDENTS
PERCENTAGE 6.7% 66.7% 20% 6.7% 100%

TABLE 4.2 Age of respondents

FIGURE 4.2 Age of respondents

INTERPRETATION:

The above pie chart illustrates the age of the respondents.

There are a total 60 respondents.

Maximum number of respondents i.e., 66.7% (40 respondents) of the respondents

belong to the age group 18-25 and 20% (12 respondents) of the respondents belong to

the age group 26-35; while the rest 6.7% (4 respondents) of the respondents belong to

each of the category “Below 18” and “Above 35”.

40
4.3 Interpretation of respondents having an LED TV.

YES NO TOTAL

NO. OF 60 0 60
RESPONDENTS
PERCENTAGE 100% - 100%

TABLE 4.3 No. of respondents having an LED TV

FIGURE 4.3 No. of respondents having an LED TV

INTERPRETATION:

The above pie chart illustrates that all the 60 respondents that is 100% of the

respondents have an LED TV.

41
4.4 Interpretation of consideration of brand image by the respondents.

YES NO TOTAL

NO. OF 54 6 60

RESPONDENTS

PERCENTAGE 90% 10% 100%

TABLE 4.4 No. of respondents considering brand image while purchasing an LED TV

FIGURE 4.4 No. of respondents considering brand image while purchasing an LED
TV

INTERPRETATION:

The above pie chart depicts the number of respondents who consider/do not consider

brand image while purchasing an LED TV.

54 respondents that is 90% of the respondents consider brand image while purchasing

an LED TV, while the rest 6 respondents that is 10% of the respondents do not consider

brand image while purchasing an LED TV.

From the above, it can be inferred that maximum number of people consider brand

image as an important factor while purchasing an LED TV.

42
4.5 Interpretation of the LED TV brand in use/used by the respondents.

SAMSUNG LG TOTAL

NO. OF 25 35 60
RESPONDENTS
PERCENTAGE 41.7% 58.3% 100%

TABLE 4.5 Brand of LED TV in use/used by the respondents.

FIGURE 4.5 Brand of LED TV in use/used by the respondents.

INTERPRETATION:

The above pie chart depicts the number of users who are using/have used either

Samsung LED TV or LG LED TV.

From the above pie chart, it can be inferred that majority of the respondents that is

58.3% (35 respondents) of the respondents are using/have used LG LED TV; while the

rest 41.7% (25 respondents) of the respondents have are using/have used SAMSUNG

LED TV.

43
#Brand preference for Samsung LED TVs.

Data from 25 respondents who are using/have used Samsung LED TV.

4.6 Interpretation of consumer satisfaction towards the pricing structure of Samsung

LED TVs.

Strongly Disagree Neutral Agree Strongly Total

Disagree Agree
NO. OF 0 0 5 7 13 25
RESPONDENTS
PERCENTAGE - - 20% 28% 52% 100%

TABLE 4.6 Agreement level of respondents towards pricing structure of Samsung

LED TVs.

FIGURE 4.6 Agreement level of respondents towards pricing structure of Samsung

LED TVs.

INTERPRETATION:

The above bar graph shows the level of agreement / disagreement (through a 5-point

LIKERT SCALE with agreement level increasing in ascending order) of the 25

respondents towards the pricing structure of Samsung LED TVs. From the above bar

graph, it can be inferred that majority i.e., 80% (52%- “Strongly agree” and 28%-

“Agree”) of the respondents consider that Samsung has an economic pricing structure

for its LED TVs.

44
4.7 Interpretation of consumer satisfaction towards the picture quality of Samsung LED

TVs.

Highly Dissatisfied Neutral Satisfied Highly Total

Dissatisfied Satisfied
NO. OF 0 1 3 11 10 25
RESPONDENTS
PERCENTAGE - 4% 12% 44% 40% 100%

TABLE 4.7 Satisfaction level of respondents towards picture quality of Samsung LED
TVs.

FIGURE 4.7 Satisfaction level of respondents towards picture quality of Samsung

LED TVs.

INTERPRETATION:

The above bar graph shows the level of satisfaction/dissatisfaction (through a 5-point

LIKERT SCALE with satisfaction level increasing in ascending order) of the 25

respondents towards the picture quality of Samsung LED TVs.

The bar graph shows that majority of respondents that is 44% and 40% of the

respondents are “Satisfied” and “Highly Satisfied” with the picture quality of Samsung

LED TVs.

45
4.8 Interpretation of consumer satisfaction towards the screen resolution of Samsung

LED TVs.

Highly Dissatisfied Neutral Satisfied Highly Total

Dissatisfied Satisfied
NO. OF 0 0 2 14 9 25
RESPONDENTS
PERCENTAGE - - 8% 56% 36% 100%

TABLE 4.8 Satisfaction level of respondents towards screen resolution of Samsung

LED TVs.

FIGURE 4.8 Satisfaction level of respondents towards screen resolution of Samsung

LED TVs.

INTERPRETATION:

The above bar graph shows the level of satisfaction/dissatisfaction (through a 5-point

LIKERT SCALE with satisfaction level increasing in ascending order) of the 25

respondents towards the screen resolution of Samsung LED TVs.

The bar graph depicts that majority of the respondents that is 56% of the respondents

believe that Samsung provides a satisfactory screen resolution in its LED TVs.

46
4.9 Interpretation of consumer satisfaction towards the sound quality of Samsung LED

TVs.

Highly Dissatisfied Neutral Satisfied Highly Total

Dissatisfied Satisfied
NO. OF 0 1 7 11 6 25
RESPONDENTS
PERCENTAGE - 4% 28% 44% 24% 100%

TABLE 4.9 Satisfaction level of respondents towards sound quality of Samsung

LED TVs.

TABLE 4.9 Satisfaction level of respondents towards sound quality of Samsung

LED TVs.

INTERPRETATION:

The above bar graph shows the level of satisfaction/dissatisfaction (through a 5-point

LIKERT SCALE with satisfaction level increasing in ascending order) of the 25

respondents towards the sound quality of Samsung LED TVs. It can be inferred that:

24% of the respondents are highly satisfied and 44% of the respondents are highly

satisfied with the sound quality of Samsung LED TVs.

28% of the people are neither satisfied nor dissatisfied with the sound quality; while

only 4% of the people are dissatisfied with the sound quality of Samsung LED TVs.

47
4.10 Interpretation of consumer satisfaction towards the looks and designs of Samsung

LED TVs.

Highly Dissatisfied Neutral Satisfied Highly Total

Dissatisfied Satisfied
NO. OF 0 1 7 12 5 25
RESPONDENTS
PERCENTAGE - 4% 28% 48% 20% 100%

TABLE 4.10 Satisfaction level of respondents towards looks and designs of

Samsung LED TVs.

FIGURE 4.10 Satisfaction level of respondents towards looks and designs of Samsung
LED TVs.

INTRPRETATION:

The above bar graph shows the level of satisfaction/dissatisfaction (through a 5-point

LIKERT SCALE with satisfaction level increasing in ascending order) of the 25

respondents towards the looks and design of Samsung LED TVs.

It can be inferred that 48% of the respondents are satisfied with the looks and design

of the LED TVs offered by Samsung.

48
4.11 Interpretation of the factors that respondents consider best in Samsung LED TVs.

Price Quality Durability Looks Variety in Variety

screen size in colours
NO. OF 19 17 18 7 4 1
RESPONDENTS
PERCENTAGE 76% 68% 72% 28% 16% 4%

TABLE 4.11 Factors which are considered best about Samsung LED TVs.

FIGURE 4.11 Factors which are considered best about Samsung LED TVs.

INTERPRETATION:

The above bar graph represents the preference of respondents towards different

factors/features of the LED TVs offered by Samsung like price, quality, durability,

looks, variety in screen size and variety in colours.

It can be inferred that the most liked features of the LED TVs of Samsung are Price

and Durability.

49
#Brand preference for LG LED TVs.

Data from 35 respondents who are using/have used LG LED TV.

4.12 Interpretation of consumer satisfaction towards the pricing structure of LG LED

TVs.

Strongly Disagree Neutral Agree Strongly Total

Disagree Agree
NO. OF 0 0 14 17 4 35
RESPONDENTS
PERCENTAGE - - 40% 48.6% 11.4% 100%

TABLE 4.12 Agreement level of respondents towards the pricing structure of LG LED
TVs.

FIGURE 4.12 Agreement level of respondents towards the pricing structure of LG

LED TVs.

INTERPRETATION: The above bar graph shows the level of agreement / disagreement

(through a 5-point LIKERT SCALE with agreement level increasing in ascending

order) of the 35 respondents towards the pricing structure of LG LED TVs. From the

above bar graph, it can be inferred that majority i.e., 48.6% of the respondents agree

that LG has an economic pricing structure for its LED TVs; while 40% of the

respondents neither agree nor disagree that LG has an economic pricing structure for

its LED TVs.

50
4.13 Interpretation of consumer satisfaction towards the picture quality of LG LED

TVs.

Highly Dissatisfied Neutral Satisfied Highly Total

Dissatisfied Satisfied
NO. OF 0 0 3 12 20 35
RESPONDENTS
PERCENTAGE - - 8.6% 34.3% 57.1% 100%

TABLE 4.13 Satisfaction level of the respondents towards the picture quality of LG
LED TVs.

FIGURE 4.13 Satisfaction level of the respondents towards the picture quality of LG
LED TVs.

INTERPRETATION:

The above bar graph shows the level of satisfaction/dissatisfaction (through a 5-point

LIKERT SCALE with satisfaction level increasing in ascending order) of the 35

respondents towards the picture quality of LG LED TVs.

The bar graph shows that majority of respondents that is 57.1% of the respondents are

“Highly Satisfied” with the picture quality of LG LED TVs; while only 8.6% of the

respondents are neither satisfied nor dissatisfied with the picture quality of LG LED

TVs.

51
4.14 Interpretation of consumer satisfaction towards the screen resolution of LG LED

TVs.

Highly Dissatisfied Neutral Satisfied Highly Total

Dissatisfied Satisfied
NO. OF 0 0 3 11 21 35
RESPONDENTS
PERCENTAGE - - 8.6% 31.4% 60% 100%

TABLE 4.14 Satisfaction level of the respondents towards the screen resolution of
LG LED TVs.

FIGURE 4.14 Satisfaction level of the respondents towards the screen resolution of
LG LED TVs.

INTERPRETATION:

The above bar graph shows the level of satisfaction/dissatisfaction (through a 5-point

LIKERT SCALE with satisfaction level increasing in ascending order) of the 35

respondents towards the screen resolution of LG LED TVs. The bar graph depicts that

majority of the respondents that is 60% of the respondents are highly satisfied with the

screen resolution of the LED TVs offered by LG; while only 8.6% of the respondents

are neither satisfied nor dissatisfied with the screen resolution of LG LED TVs.

52
4.15 Interpretation of consumer satisfaction towards the sound quality of LG LED TVs.

Highly Dissatisfied Neutral Satisfied Highly Total

Dissatisfied Satisfied
NO. OF 0 0 3 20 12 35
RESPONDENTS
PERCENTAGE - - 8.6% 57.1% 34.3% 100%

TABLE 4.15 Satisfaction level of the respondents towards the sound quality of LG
LED TVs.

FIGURE 4.15 Satisfaction level of the respondents towards the sound quality of LG
LED TVs.

INTERPRETATION:

The above bar graph shows the level of satisfaction/dissatisfaction (through a 5-point

LIKERT SCALE with satisfaction level increasing in ascending order) of the 35

respondents towards the sound quality of LG LED TVs.

It can be inferred that maximum number of respondents that is 57.1% of the

respondents are satisfied with the sound quality of LG LED TVs.

53
4.16 Interpretation of consumer satisfaction towards the looks and designs of LG LED

TVs.

Highly Dissatisfied Neutral Satisfied Highly Total

Dissatisfied Satisfied
NO. OF 0 0 4 13 18 35
RESPONDENTS
PERCENTAGE - - 11.4% 37.1% 51.4% 100%

TABLE 4.16 Satisfaction level of the respondents towards the looks and designs of
LG LED TVs.

FIGURE 4.16 Satisfaction level of the respondents towards the looks and designs of
LG LED TVs.

INTERPRETATION:

The above bar graph shows the level of satisfaction/dissatisfaction (through a 5-point

LIKERT SCALE with satisfaction level increasing in ascending order) of the 35

respondents towards the looks and design of LG LED TVs.

It can be inferred that 51.4% of the respondents are Highly satisfied with the looks and

design of the LED TVs offered by LG.

54
4.17 Interpretation of the factors that respondents consider best about LG LED TVs.

Price Quality Durability Looks Variety in Variety

screen size in colours
NO. OF 19 33 25 22 3 1
RESPONDENTS
PERCENTAGE 54.3% 94.3% 71.4% 62.9% 8.6% 2.9%

TABLE 4.17 Factors which are considered best about LG LED TVs.

FIGURE 4.17 Factors which are considered best about LG LED TVs.

INTERPRETATION:

The above bar graph represents the preference of respondents towards different

factors/features of the LED TVs offered by LG like price, quality, durability, looks,

variety in screen size and variety in colours.

It can be inferred that the most liked features of the LED TVs of LG are Quality and

Durability.

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CHAPTER 5
FINDINGS AND CONCLUSION

5.1 FINDINGS OF THE STUDY.

 Majority of the respondents are Female i.e., there are 55% female respondents.

 Majority of the respondents that is 66.7% of the respondents belong to the age group

18 – 25.

 The data is collected from 60 respondents and all the respondents that is 100% of the

respondents have an LED TV.

 90% of the respondents consider brand image as a important factor while purchasing

an LED TV.

 Majority of the respondents that is 58.3% (35 respondents) of the respondents are

using/have used LG LED TV; while the rest 41.7% (25 respondents) of the

respondents have are using/have used SAMSUNG LED TV.

# Pricing Structure

 Majority of the respondents that is 52% of the respondents “Strongly agree” that

Samsung has an economic pricing structure for its LED TVs.

 Majority of the respondents that is 48.6% of the respondents “Agree” that LG has an

economic pricing structure for its LED TVs.

# Picture Quality

 Majority of the respondents that is 44% of the respondents are “Satisfied” with the

picture quality of Samsung LED TVs.

 Majority of the respondents that is 57.1% of the respondents “Highly Satisfied” with

the picture quality of LG LED TVs.

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 # Screen Resolution

 Majority of the respondents that is 56% of the respondents are “Satisfied” with the

screen resolution of Samsung LED TVs.

 Majority of the respondents that is 60% of the respondents “Highly Satisfied” with

the screen resolution of LG LED TVs.

# Sound Quality

 Majority of the respondents that is 44% of the respondents are “Satisfied” with the

sound quality of Samsung LED TVs.

 Majority of the respondents that is 57.1% of the respondents “Satisfied” with the

sound quality of LG LED TVs.

# Looks and Designs

 Majority of the respondents that is 48% of the respondents are “Satisfied” with the

looks and designs of Samsung LED TVs.

 Majority of the respondents that is 51.4% of the respondents “Highly Satisfied” with

the looks and designs of LG LED TVs.

# Best Features/Factors

 The factors which respondents consider the best in Samsung LED TVs are PRICE and

DURABILITY.

 The factors which respondents consider the best in LG LED TVs are QUALITY and

DURABILITY.

5.2 LIMITATIONS.

 The time available for conducting the research was less.

 The sample size is limited to 60 respondents only, therefore there is an inability

to generalize the results of the survey to the population as a whole.

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  As the method of data collection is convenience sampling there is a possibility of

under- or over-representation of the population.

 Convenience sampling technique may lead to biased results, due to which some

people choose to take part and some do not.

 Findings of the research are based on the assumption that the respondents have given

correct information.

 Respondents show very less interest.

5.3 SUGGESTIONS

 As the respondents have given a higher satisfaction level towards the quality of LG

LED TVs whereas the satisfaction level towards the quality of Samsung LED TVs is

less;

therefore, Samsung should focus more on the quality aspect and improve the quality

of the LED TVs in terms of the screen resolution, sound quality and picture quality.

 In terms of the pricing structure, the respondents have shown a higher satisfaction

level towards Samsung LED TVs as compared to LG LED TVs;

therefore, LG should incorporate a more economic pricing structure for its LED TVs

to increase its sales.

 In terms of looks and designs of the LED TVs also, the respondents seem to be

Highly satisfied with LG LED TVs, whereas respondents seem to be satisfied with the

looks and designs of Samsung LED TVs;

therefore, Samsung should come up with more innovations in the looks and designs of

its LED TVs which will attract more customers and increase its sales.

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5.4 CONCLUSION

Both LG and Samsung are the leading brands and dominate the Indian television

market and collectively constitute a substantial share of the market.

From the research study, it can be concluded that both the brands have a commendable brand

image and are satisfying their customers by introducing whole new range of innovative LED

TVs which are best in terms of price and quality.

It can be concluded that in terms of commendable Quality, the consumer preference is

inclined more towards LG LED TVs, while in terms of an economic pricing structure along

with a satisfactory quality, the consumer preference goes with Samsung LED TVs.

And, both the brands have got Highly satisfactory responses in terms of Durability.

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 BIBLIOGRAPHY

 http://samsung.com/

 https://en.wikipedia.org/wiki/Samsung

 https://en.wikipedia.org/wiki/Samsung_Electronics

 http://lgcorp.com/

 http://lg.com/

 https://en.wikipedia.org/wiki/LG_Corporation

 https://www.marketing91.com/swot-analysis-of-lg/

 https://research-methodology.net/samsung-organizational-structure-divisional-

according-product-types/

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 QUESTIONNAIRE

COMPARATIVE STUDY ON BRAND PREFERENCE AMONG LED

TVs (SAMSUNG Vs LG).

Name:
Gender:
 Male
 Female
Age:
 Below 18
 18 – 25
 26 – 35
 Above 35

1. Do you have an LED tv?

 Yes
 No
2. Do you consider brand image while purchasing an LED TV?
 Yes
 No
3. Which brand LED TV are you using/have used?
 Samsung
 LG

# Reasons behind brand preference for Samsung LED TVs

(The following set of questions are asked to only those respondents who have chosen
Samsung that is those respondents who are using/have used Samsung LED TVs.)

1. Do you agree that Samsung has an economic pricing structure for its LED TVs?
 1- Strongly Disagree
 2- Disagree
 3- Neutral

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  4- Agree
 5- Strongly Agree

2. How satisfied are you with the picture quality of Samsung LED TVs?
 1- Highly Dissatisfied
 2- Dissatisfied
 3- Neutral
 4- Satisfied
 5- Highly Satisfied

3. How satisfied are you with the screen resolution of Samsung LED TVs?
 1- Highly Dissatisfied
 2- Dissatisfied
 3- Neutral
 4- Satisfied
 5- Highly Satisfied

4. How satisfied are you with the sound quality of Samsung LED TVs?
 1- Highly Dissatisfied
 2- Dissatisfied
 3- Neutral
 4- Satisfied
 5- Highly Satisfied

5. How satisfied are you with the looks and designs of Samsung LED TVs?
 1- Highly Dissatisfied
 2- Dissatisfied
 3- Neutral
 4- Satisfied
 5- Highly Satisfied

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 6. Which of the following factors do you consider best in Samsung LED TVs (choose
any 3)?
 Price
 Quality
 Durability
 Looks
 Variety in screen sizes
 Variety in colors
 Other

# Reasons behind brand preference for LG LED TVs

(The following set of questions are asked to only those respondents who have chosen LG that
is those respondents who are using/have used LG LED TVs.)

1. Do you agree that LG has an economic pricing structure for its LED TVs?
 1- Strongly Disagree
 2- Disagree
 3- Neutral
 4- Agree
 5- Strongly Agree

2. How satisfied are you with the picture quality of LG LED TVs?
 1- Highly Dissatisfied
 2- Dissatisfied
 3- Neutral
 4- Satisfied
 5- Highly Satisfied

3. How satisfied are you with the screen resolution of LG LED TVs?
 1- Highly Dissatisfied
 2- Dissatisfied
 3- Neutral
 4- Satisfied

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  5- Highly Satisfied

4. How satisfied are you with the sound quality of LG LED TVs?
 1- Highly Dissatisfied
 2- Dissatisfied
 3- Neutral
 4- Satisfied
 5- Highly Satisfied

5. How satisfied are you with the looks and designs of LG LED TVs?
 1- Highly Dissatisfied
 2- Dissatisfied
 3- Neutral
 4- Satisfied
 5- Highly Satisfied

6. Which of the following factors do you consider best in LG LED TVs (choose any 3)?
 Price
 Quality
 Durability
 Looks
 Variety in screen sizes
 Variety in colors
 Other

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