A Study On Consumer Buying Behavior of LG Brand

lOMoARcPSD|201 213 47
“A STUDYOF CUSTOMER BUYING BEHAVIOUR OF LG

BRAND”
Project submitted to
S.A.V ACHARYA INSTITUTE OF MANAGEMENT STUDIES
In partial fulfillment of the requirements for
Master in Management Studies
By
Dinesh Vijay Datilkar
Roll No: 9322021014
Specialization: marketing
Batch: 2021-2023
Under the guidance of
Prof.sanjog sir
“A STUDYOF CUSTOMER BUYING BEHAVIOUR OF LG

BRAND”
Project submitted to
S.A.V ACHARYA INSTITUTE OF MANAGEMENT STUDIES
In partial fulfillment of the requirements for
Master in Management Studies
By
Dinesh Vijay Datilkar

Roll No: 9322021014
Specialization: marketing
Batch: 2021– 2023
Under the guidance of
Prof.sanjog sir
Student’s Declaration
I hereby declare that this report submitted in partial fulfillment of the requirement of MMS
(marketing) Degree of University of Mumbai to S.A.V ACHARYA INSTITUTE OF
MANAGEMENT STUDIES. This is my original work and is not submitted for award of
any degree or diploma or for similar titles or prizes.
Name : Dinesh Vijay Datilkar
Class : SYMMS (marketing)
Roll No. : 9322021014
Place : SHELU
Date : 02-06-2023
Signature:
Certificate
This is to certify that the dissertation submitted in partial fulfillment for the award of MMS (marketing) degree
of University of Mumbai to S.A.V ACHARYA INSTITUTE OF MANAGEMENT STUDIES is a result of the
bonafide research work carried out by Mr. Dinesh Vijay Datilkar under my supervision and guidance, no part of
this report has been submitted for award of any other degree, diploma or other similar titles or prizes. The work
has also not been published in any journals/Magazines.
Date: 02-06-2023
Place: SHELU
DR.ANIL GARG
Project Guide: prof.sanjog sir Director

INDEX
CHAPTER TOPIC PAGE

NO. NO.
1 Introduction 6
2 Review of Literature 41
3 Research Methodology 45
3.1 Objectives of the Study 45
3.2 Hypothesis 46
3.3 Type of Study 47
3.4 Collection of Data 48
3.5 Limitations 49
3.6 Research Gap 50

4 Data Analysis 51
5 Findings and Conclusion 69
6 Recommendations and Suggestions 71
7 Bibliography 72
Introduction
Before the liberalization of the Indian economy, only a few Companies like Kelvinator,
Godrej, Allwyn, and Voltas were the major players in the consumer durables market,
accounting for no less than 90% of the market. Then, after the liberalization, foreign
players like LG, Sony, Samsung, Whirlpool, Daewoo, and Aiwa came into the picture.
Today, these players control the major share of the consumer durables market. It is
growing very fast because of rise in living standards, easy access to consumer finance,
and wide range of choice, as many foreign players are entering in the market
With the increase in income levels, easy availability of finance, increase in consumer
awareness, and introduction of new models, the demand for consumer durables has
increased significantly. Products like washing machines, air conditioners, microwave
ovens, color televisions (CTVs) are no longer considered luxury items. However, there
are still very few players in categories like vacuum cleaners, and dishwashers.
Classification of consumer durables sector

1. Consumer electronic include Vcd/Dvd, home theatre, music player, color
Television (CTVs), cameras, camcorders, portable audio, Hi-Fi, etc
2. White goods include dishwashers, air conditioners, heaters, washing
Machines, refrigerators, vacuum cleaners, kitchen appliances, non-kitchen
Appliances, microwaves, built-in appliances, Tumble dryer, personal care
product etc.
3. Molded luggage include plastics
4. Clocks and watches
5. Mobile phones
HISTORY
1958–1960s
In 1958, LG Electronics was founded as Goldstar . It was established in the aftermath
of the Korean War to provide the rebuilding nation with domestically-
produced consumer electronics and home appliances. LG Electronics produced South
Korea's first radios, TVs, refrigerators, washing machines, and air conditioners.
Goldstar was one of the LG groups with a brethren company, Lak-Hui (pronounced
"Lucky") Chemical Industrial Corp. which is now LG Chem and LG Households.
Goldstar merged with Lucky Chemical and LS Cable on 28 February 1995, changing
the corporate name to Lucky-Goldstar, and then finally to LG Electronics.
1970s–1990s
LG Electronics earned US$100 million in revenue from exports for the first time in its
history. Rapid growth by globalization saw the company establish its first overseas
production, based in the United States, in 1982. In 1994, Goldstar officially adopted the
LG Electronics brand and a new corporate logo. In 1995, LG Electronics acquired the
US-based TV manufacturer Zenith and absorbed it 4 years later. Also in that year, LG
Electronics made the world's first CDMA digital mobile handsets and
supplied Ameritech and GTE in the US. The company was also awarded UL
certification in the US. In 1998, LG developed the world's first 60-inch plasma TV, and
in 1999 established a joint venture with Philips – LG. Philips LCD – which now goes
by the name LG Display. In 1999, LG Semiconductor merged with Hynix.
2000–present
In order to create a holding company, the former LG Electronics was split off in 2002,
with the "new" LG Electronics being spun off and the "old" LG Electronics changing its
name to LG EI. It was then merged with and into LG CI in 2003 (the legal successor of
the former LG Chem), so the company that started as Goldstar does not currently exist.
LG Electronics plays a large role in the global consumer electronics industry; it was the
second-largest LCD TV manufacturer worldwide as of 2013. By 2005, LG was Top 100
global brand, and in 2006 LG recorded a brand growth of 14%. Its display
manufacturing affiliate, LG Display, as of 2009 was the world's largest LCD panel
manufacturer. In 2010, LG Electronics entered the smartphone industry. Since, LG
Electronics continued to develop various electronic products, such as releasing the
world's first 84-inch ultra-HD TV for retail sale.
On 5 December 2012, the antitrust regulators of the European Union fined LG
Electronics and five other major companies (Samsung, Thomson since 2010 known as
Technicolor, Matsushita which today is Panasonic Corp, Philips, and Toshiba) for
fixing prices of TV cathode-ray tubes in two cartels lasting nearly a decade.
On 11 June 2015, LG Electronics found itself in the midst of a human rights
controversy when The Guardian published an article by Rosa Moreno, a former
employee of an LG television assembly factory.
At the end of 2016, LG Electronics merged its German branch (situated in Ratingen)
and European headquarter (situated in London) together in Eschborn a suburb
of Frankfurt am Main.
In March 2017, LG Electronics was sued for its handling of hardware failures with
recent smartphones such as the LG G4.
In 2018, LG decided to stop Smartphone production in South Korea to move production
to Vietnam, in order to stay competitive. LG said that "Vietnam provides an "abundant
labor force", and that 750 workers at its South Korean handset factory would be
relocated to its home appliance plant.
COMPETITORS
Samsung
Samsung Electronics Co., Ltd. is a South Korean multinational electronics company

headquartered in Suwon, South Korea. Due to some circular ownership, it is the
flagship company of the Samsung chaebol, accounting for 70% of the group's revenue
in 2012. Samsung Electronics has assembly plants and sales networks in 80 countries
and employs around 308,745 people. It is the world's largest manufacturer of consumer
electronics and semiconductors by revenue. As of June 2018, Samsung
Electronics' market capitalization stood at US$325.9 billion.
Samsung is a major manufacturer of electronic components such as lithium-ion
batteries, semiconductors, chips, image sensors, camera modules and flash
memory devices for clients such as Apple, Sony, HTC and Nokia.
In 2009, Samsung sold around 31 million flat-panel televisions, enabling to it to
maintain the world's largest market share for a fourth consecutive year. Samsung
launched its first full HD 3D LED television in March 2010. Samsung had showcased
the product at the 2010 International Consumer Electronics Show (CES 2010) held in
Las Vegas. Samsung later developed "Smart LED TV" (now renamed to "Samsung
Smart TV"), which additionally supports downloaded smart television apps.
Xiomi
Xiaomi Corporation is a Chinese electronics company founded in April 2010 and

headquartered in Beijing. Xiaomi makes and invests in smart phones, mobile
apps, laptops, bags, earphones, shoes, fitness bands, and many other products. Xiaomi
is also the fourth company after Apple, Samsung and Huawei to have self-developed
mobile phone chip capabilities.
Xiaomi released its first smartphone in August 2011 and rapidly gained market share in
China to become the country's largest smartphone company in 2014. At the start of
second quarter of 2018, Xiaomi was the world's fourth-largest smartphone
manufacturer, leading in both the largest market, China, and the second-largest market,
India. As of May 2019, Xiaomi ranks among the top five smartphone market segments
in 40 countries and regions. Xiaomi later developed a wider range of consumer
electronics, including a smart home (IoT) device ecosystem, which has connected more
than 100 million smart devices. Monthly active users (MAUs) of MIUI increased to
291.6 million in September 2019.
Xiaomi produces many products. Notably, it produces smart phones which run on their
own version of Android MIUI firmware. Observers suggest that part of Xiaomi's rapid
success rests on its ability to differentiate itself within the Android universe. The
company has increased its range of products; its smart phones include: Mi Series, Mi
Note Series (got a new update after 3 years, with the Mi Note 10 Pro), Mi Max
Series, Mi Mix Series, Pocophone, Blackshark and the Redmi Series. As well as mobile
phones, Xiaomi has started selling wearable’s, mobile accessories, and appliances such
as television and speakers. In 2018 it was selling tablets, laptops, and smart-
home devices.
Hugo Barra, a former Google executive who served Xiaomi's vice president from 2014
to 2017, characterized the organization as "an Internet and a software company much
more than a hardware company".
Panasonic
Panasonic Corporation, formerly known as Matsushita Electric Industrial Co., Ltd., is a

Japanese multinational electronics corporation headquartered in Kadoma, Osaka, Japan.
The company was founded in 1918 as a producer of light bulb sockets and has grown to
become one of the largest Japanese electronics producers alongside Sony, Hitachi,
Toshiba, Pioneer and Canon Inc. In addition to electronics, it offers non-electronic
products and services such as home renovation service. Panasonic was the world's
fourth-largest television manufacturer by 2012 market share.
Mr. Daizo Ito serves as Group President for Panasonic Regional Headquarters India
(situated in Haryana) at Panasonic India Pvt. Ltd. Panasonic India makes washing
machines, refrigerators, electric rice cookers, electric irons, mixer-grinders/blenders and
other home appliances for the Indian market.
Anchor Electricals Pvt. Ltd., an Indian company which makes electric lamps, switches,
sockets and other electrical accessories, is a wholly owned subsidiary of Panasonic
Corporation.
Panasonic offers a wide range of products and services, including air conditioners,
refrigerators, washing machines, compressors, lighting, televisions, personal computers,
mobile phones, audio equipment, cameras, broadcasting equipment, projectors,
automotive electronics, aircraft in-flight entertainment systems, semiconductors, lithium
batteries, electrical components, optical devices, bicycles, electronic materials and
photovoltaic modules. Ventilation appliances such as electric fans are manufactured
under KDK and rebranded as Panasonic.
Haier
Haier Group Corporation is a multinational home appliances and consumer

electronics company headquartered in Qingdao, China. It designs, develops,
manufactures and sells products including refrigerators, air conditioners, washing
machines, microwave ovens, mobile phones, computers, and televisions. The home
appliances business, namely Haier Smart Home, has seven global brands – Haier,
Casarte, Leader, GE Appliances, Fisher & Paykel, Aqua and Candy.
According to data released by Euromonitor, Haier is the number one brand globally in
major appliances for 10 consecutive years from 2009–2018. The Haier brand was also
recognized by BrandZ in 2019 as the most valuable IoT ecosystem brand in the world
with a brand value of $16.3 billion. In 2019, Haier Smart Home ranked 448 on
Fortune's Global 500 list with revenue of $27.7 billion.
Haier Appliances (India) P. Ltd initiated its commercial operations in January 2004. Its
headquarters is in New Delhi, and in 2015 it had 33 operations, including those in
Mumbai, Bangalore, Chennai and Kolkata. It was listed among the top 20 most trusted
brands in India by The Brand Trust Report, a study conducted by Trust Research
Advisory.
In June 2005, Haier made a bid to acquire Maytag Corporation, backed by private
equity funds Blackstone Group and Bain Capital. The bid was for US$1.28 billion, or
$16 per share, topping a previous offer of $14.26 per share made by Ripplewood
Holdings.\ In the end, however, Maytag was bought by Michigan based Whirlpool
Corporation which offered $1.7 billion in cash and stock, or $21 per share, plus
assumed debt.
In 2009, Haier surpassed Whirlpool to become the fourth largest refrigerator producer
in terms of sales with a global market share of 6.3%.
SWOT ANALYSIS
Strengths in the SWOT analysis of LG electronics

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

business environment.
Weaknesses in the SWOT analysis of LG electronics

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 in the SWOT analysis of LG electronics

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, LG 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 in the SWOT analysis of LG electronics

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 & labor cost, LG’s
margins are shrinking which is making the business operations less profitable.
LG Electronics is one of the leading companies in the field of electronics with Global
presence in many countries. .
Global Operation
LG Electronics is playing an active role in the world market with its assertive global
business policy. As a result, LG Electronics controls 110 local subsidiaries in the world
with around 82,000 executive and employees.
LG Group
1. LG.Philips LCD
2. LG Chemical
3. LG Telecom
4. LG Powercom
5. LG Twins
6. LG Dacom
Business areas and main products

Mobile communications
(a) CDMA Handsets,
(b) GSM Handsets,
(c) 3G Handsets,
(d) Cellular Phones
Digital appliance
a) Air Conditioners,
b) Refrigerators,
c) Microwave Ovens,
d) Washing Machines,
e) Vacuum Cleaners,
f) Home Net,
g) Compressors for Air Conditioners and Refrigerators
Digital display
a) Plasma TVs,
b) LCD TVs,
c) Micro Display Panel TVs,
d) Monitors,
e) PDP Modules,
f) OLED Panels,
g) USB Memory,
h) Flat Panel Computer Monitors
Digital media
a) Home Theater Systems,
b) DVD Recorders,
c) Super Multi DVD Rewriters,
d) CD±RW,
e) Notebook PCs,
f) Desktop PCs,
g) PDAs,
h) PDA Phones,
i) MP3 Players,
j) New Karaoke Systems,
k) Car Infotainment
Marketing strategies
LG Electronics will do its best to create new products and services with an open mind,
while developing new technologies and business fields through various associations
with some of the world's most successful companies.
1. 3M
2. SUN
3. YAHOO
4. PHILLIPS
5. TOYOTA
6. MICROSOFT
7. HP
8. GOOGLE
9. GE
10. INTEL
11. NORTEL
12. HITACHI
13. PRADA
14. RENESAS
15. TOSHIBA
16. BESTBUY
And the number follows many more…………………………..

In Feb. 2007 LG Electronics and Yahoo formed a strategic alliance. Yahoo mobile
services will be available from LG mobile. This service is targeting 10 million LG
mobile phones in over 70 countries. In Mar. 2007 LG Electronics and Google formed a
strategic alliance.
LG BRAND IDENTITY: -
The brand of LG is delightfully smart. LG strives to enhance the customer’s life and
lifestyle with intelligent features, institutive functionality and exceptional performance.
The brand platform:-
The LG brand is composed of four basic elements –
1. Value
2. Promise
3. Benefits
4. Personality
The Brands core Value that never changes.

a. Trust,
b. Innovation,
c. People
d. Passion
The benefits that are consistently delivered to the customer includes
Reliable products
Simple design
Ease of use
Extraordinary Experience
Personality describes the human characteristic that are expressed to the customer
through
Trustworthy, Considerate
Practical, Friendly
The Internal Culture of LG:

LG practices four cultures
1. Learning Culture
2. Boundary less Environment
3. A Carrier
4. Growth
According to LG, the Learning Culture continuously helps the employee to learn more
and more to develop the habit of continuous learning boundary less Environment means
that there is no difference between the levels of employees. There is transparency
between the work and mutual understanding between all the employees.
A carrier is highly growing in LG and one who is the employee can develop their
Carrier largely. A new comer will feel fully comfortable in the company and for a
new comer the company is very helpful in the overall growth of personality.
Growth in LG is very high for those who are in the company and for those who want to
join in LG. The company is growing with fast innovation and the BLUE Ocean strategy
is one of the examples of growth.
Mission
The mission of LG is to provide the customers with utmost satisfaction through
leadership.
The fundamental policy of development is to secure product leadership that the
Customers may have the utmost satisfaction.
Product Leadership
We are focusing on six development areas to become the product leader.
1. New Machine
2. Reliability
3. Conventional Installation
4. Environment Friendly Product
5. Low Noise & Vibration
6. Energy Saving
Quality Innovation:
The policy of quality assurance is to provide customers with utmost satisfaction
by supplying zero defects.
LG proceeds in a hierarchal manner. It is named as “LG WAY”.
From top to bottom:
No.1 LG – is the VISION
“Jeong-DO” Management is LG‟s unique application to ethics. LG will succeed
through fair management practices and constantly developing our business skill.
A) Honest with our customer
b) Providing great values to customer through constant innovation & and development.
c) Equal opportunities
d) Equal Treatment
Management Principle - Creating value for customer
Code of conduct of LG:

1. Responsibility and obligations to customers:
• Respect for Customers
• Creating Value
• Providing Value
2 Fair competitions
• Pursuit of Free Competition
• Compliance with Laws and Regulations
3 Fair Transactions:
• Equal Opportunity
• Fair Transaction Procedure
• Support and Aid for Business Partners
4 Basic Ethics for Employees
• Basic Ethics
• Completion of Duty
• Self Development
• Fairness in Performance
• Avoidance of conflict with company interest
5 Corporate Responsibilities to employees
• Respect for human dignity
• Fair Treatment
• Promoting Creativity
6 Responsibilities to society and country
• Rational Business Development
• Protection of stock holder interest
• Contribution to social development
• Environmental Conservation
LG INDIA:
LG Electronics India Pvt. Ltd., a wholly owned subsidiary of LG Electronics,
South Korea was established in January 1997 after clearance from the Foreign
Investment Promotion Board (FIPB). LG set up a state-of-the art manufacturing facility
at Greater Noida, near Delhi, in 1998, with an investment of Rs 500 Crs.
LG corporate office is located at Plot no.51, Udyog Vihar, Kasna Road, Greater
Noida, India.
This facility manufactured Color Televisions, Washing Machines, Air-Conditioners and
Microwave Ovens.
''Company is setting up a chain of exclusive premium showrooms. LG plans to launch
60 premium Brand Shoppes by the end of the first quarter of this year.
At present, LG has a total of 83 LG stores across the country, of which 45 are
Shops and 38 are exclusive stores. Brand shops will be placed in the premium segment
and the target audience will comprise buyers interested in premium and high-end
products.
LG Brand Shoppe goes beyond the concept of a normal exclusive store by having a
more interactive environment and additional lifestyle orientation on display so that the
customer can actually experience the LG products in his or her own home settings.
LG Electronics India Ltd (LGEIL), consumer durables leader with 27% market share, is
planning a brand-new image. To attract inspirational and young consumers across India,
company will roll out a new marketing strategy. The exercise will cost the company Rs
360 Cr.
LG Electronics India is the fastest growing company in the consumer electronics,

home appliances, and computer peripherals industry today.
LG Electronics is continually providing, superior technology products & value for
money to more than 50 lakh households in India. LGEIL is celebrating the 22nd
anniversary this year.
LG Soft India the innovation wing of LG Electronics in Bangalore is LG Electronics'

largest R&D centre outside Korea. We at LGSI focus on niche technology areas such as
mobile application development, digital video broadcast and biometrics software and
support LG Electronics with our expertise. Motivated by a passion for technology, a
strong work culture and loyalty to the organization, we are determined to see LG
become one of the top three brands globally.
Prominent consumer electronic company, LG Electronics Inc. has said that it expects
the sale of its products in India to up by 15 per cent in 2008. Moon Bum Shin,
managing director of LG Electronics India has said that the company has earmarked 4.8
billion rupees for investment purpose in India this year. The said money will be used to
market as well as manufacture new products.
LG Electronics, which is originally a South Korean Company with branch in
India, informed that its sales of GSM mobile phones, color televisions, air conditioners
and other household goods in the Indian market was to the tune of 95 billion rupees
($2.4 billion) in 2007. As per Shin's estimate, the sales in 2008 would be around 110
billion rupees.
In order to achieve its target, Shin said LG Electronics will concentrate on catering to
the high-end consumer market which will help boost sales this year.
India churns out six (6) per cent of LG Electronics global revenues of $42 billion. The
Indian branch of LG exports to 40 countries.
Challenges in India
The challenges faced by LG when entered in Indian market
1. Low brand awareness about LG in India.
2. One of the last MNCs entered in India (Samsung, Panasonic entered in 1995 in
India).
3. High import duty
4. Competition from local market players and other MNCs in consumer durable
segment.
5. Price sensitiveness of the Indian consumer
LGEI over comes these challenges to emerge as
Innovative marketing strategy
1. Launch new technologies in consumer electronic and home appliances.
2. LG was the first brand to enter in cricket in big way a way, by sponsoring the 1999
world cup followed it up in 2003 as well.
3. LG brought in four captains of the Indian cricket team to endorse its products. LG
invested more than US$ 8 million on advertising and marketing in this sport.
4. LG has differentiated its product using technology and health benefits.

CTV has “Golden eye technology” Air conditioner has “Health air system” and
microwave ovens have the “Health wave system”.
Local and efficient manufacturing to reduce the cost

To overcome high import duties LG manufactures TV refrigerator in India at
manufacturing facility at Noida and Pune. LGEI had already commissioned contract
manufacturing at Mohali, Kolkata and Bhopal for CTVs. This has helped LGEI to
reduce cost.
LGEI implementing the “Digital manufacturing system” (DMS) as the cost cutting
innovation this system is follow-up to the six sigma exercise LGEI had initiate earlier.
R&D potential
LG has the research and development facilities in Bangalore and Pune. Both the unit
carry out R&D department for the domestic as well as the parent company it also dose
customize R&D for the specific countries to which it export product.
Regional channel and wide distribution network

1. LG has adopted the regional distribution channel in India. All the distributers work
directly with the company. This has resulted in quicker rotation of the stock and better
penetration into B, C, D, class market.
2. LG also follows the stock rotation policy rather then dumping stock on channel
partners.
Product localization: -
1. Product localization is the key strategy used by the LG
2. LG came out with Hindi and regional language menus on its TVs.
3. Introduced the low-priced “Cineplus” and “sampooma” for the rural market.
4. LG was the first brand to introduce gaming in TVs in continuations of its association
with cricket LG introduce cricket game in CTVs
MAJOR KEY SUCCESS FACTORS

1. Innovative marketing - LG was the first brand to enter cricket in a big way, by
sponsoring the 1999 World Cup and followed it up in 2003 as well.
2. Local and efficient manufacturing to reduce cost - To overcome high import duties,
LG manufactures PC monitors and refrigerators in India at its manufacturing facility at
Noida, Delhi.
3. Commissioned contract manufacturing at Mohali, Kolkata and Bhopal for CTVs.
4. Product localization - Product localization is a key strategy used by LG. It came out
with Hindi and regional language menus on its TV.
5. Regional distribution model - This has resulted in quicker rotation of stocks and
better penetration into the B, C and D class markets.
6. Leveraging India’s IT advantage - LG Electronics has awarded a contract to develop
IT solutions to LG Soft India (LGSI). The project involves development and support for
ERP, SCM, CRM and IT-enabled services for LG.
Strategies adopted by the organization

LG follows 10 commandments which are as follows.
1. Foster working environment-5S Environment
2. Fast execution is key to success
3. Transparent and fast communication-open communication
4. Update market -knowledge –Demographics
5. Win –Win relationship with the trade partners
6. Customer is the king
7. Even Billing –Road to ach supplier A
8. Be in touch with the market (70% Market, 30% Office).

9. Plan and Execute annual marketing Calendar-Time to market
10. Display share of 50% -to get 50% consumer share.
Marketing mix of LG – LG marketing mix
LG electronics is a multinational company of South Korea that deals in

electronic goods. This Global Company has spread its network all over the world with
its headquarters in Seoul. It was founded in the year 1958 with the aim of rebuilding its
nation with domestic consumer goods. From a national company to
an international company it has come a long way. Currently LG electronics has become
the second largest manufacturer of television in the world. It also comes under the top
hundred brand names in the world. Some of its chief competitors in the world market
are as follows –
 Samsung
 Sony
 Videocon
Product in the Marketing mix of LG

The wide ranges of offerings which are available for the LG company are discussed in
the products of LG marketing mix. The company carters to almost all the segments a
consumer can think of the electronic products. The range of LG products starts from
mobile phones, refrigerators, television, air conditioners, vacuum cleaner, mineral
booster, etc. These segments have further sub segments where different kinds of
products are available which are catering to the various segments of the customers.
Consider the mobile phones, where there are a lot of varieties which are catering to the
needs of the people of various segments depending on the choice of the technology and
the purse strength of the customers. The same thing applies to LG refrigerators and
televisions. The new venture into the mineral booster is a thing that they are looking
into. The market is an untapped one for LG. The LG company is also trying to make its
product eco-friendly which allows it to stand out among the competitors.
LG electronics deals in various electronic industries like vehicle components, mobile

devices, consumer goods and home appliances. The company holds the distinction of
being the first to make the CDMA mobile digital handsets and the first to develop the
plasma TV of 60-inch. LG electronics is also the largest manufacturer of LCD panel in
the world. In the year 2010, the company took initial steps in the smart phone industry.
Its products include-
Television –
1. 55-inch OLED TV
2. 65-inch and 77-inch OLED TV
3. LG Smart TV
4. Plasma TV
Smart Devices and mobile phones – A varied range of tablet devices and smart
phones like
1. G3,
2. G Flex
3. G2
4. A smart watch that is based on Android wear
Home Entertainment
1. Music Systems
2. Home Theatre Systems
3. BLU Ray Players
4. DVD Players
Computer products like monitors
Home appliances
1. Refrigerators
2. Dishwashers
3. Microwave Ovens
4. Vacuum Cleaners
5. Washing machines
6. Water Purifiers
7. Air conditioners
LG gives tough competition to Samsung and other top brand companies due to its
ability to have a complete chain of products. If you look at the product range of LG, it is
second to none. Thus, in the marketing mix of LG, you will find that product is the
topmost advantage of the brand.
Place in the Marketing mix of LG

LG electronics serves a worldwide market with five business units in nearly a hundred
and ten locations. Its aim is rapid and fast growth and as it can only be achieved through
globalization. It started its overseas operation with USA. In order to sell its products LG
has tied up with a number of distributors who are given the responsibility of distributing
the products efficiently and timely with minimum of fuss. In India, the company
realized that it had to be innovative in order to capture the market. Therefore, it sent
vans with company logos to every part of the country, sometimes covering a distance of
5000km in a month, in order to increase the awareness about its brand.
Next, it opened its own manufacturing units in places like Noida, Bhopal etc. The
company tied up with retailers for the direct sales of its products and distributors for
the channel sales. LG has 46 branch offices that work directly with every field of
distribution. A policy of regional distribution is maintained and they follow the policy
of stock rotation. LG products are available very easily at all the malls and
supermarkets. The company has its own well-maintained showrooms to provide every
service to its customers. Online shopping for LG products is also possible at every
shopping site. The LG exclusive showrooms are known to be the most profitable for
retailers because of the product depth that LG has. Excellent distributors and the
companies focus on supply chain are the two reasons for the success of the place
element in the marketing mix of LG.
The places of distribution for LG are through the local stores. This was the main
strategy of the company. But with the passage of time the advent of ecommerce we find
that the LG goods are sold through their own site and also other ecommerce platforms.
They are available all throughout the market and are a great way to showcase their
products. We find that the LG Company has tied with other companies outlets also.
Sometimes we find their products also on display in the outlets of other shops. Like the
case of Reliance outlets for the gadgets, we find that the LG products are on display.
The mobile stores outlets also have LG phones. The way they place their products
shows that they make sure that all the products are available to the customers. Either
through the finger tips in the form of ecommerce or through the outlets where they have
the opportunity to check the products first hand.
Price in the Marketing mix of LG

LG Company aims to target a lot of segments of people. They thus have a wide variety
of product which crater to the needs of the people. The products by LG are priced from
low to high ends. They are based keeping in mind the pocket size of the customers. For
mobiles there are products which are priced low and these LG phones subsequently
have low features. The refrigerators are priced at various prices also. The various
features of the refrigerators also decide the price which they charge. The same is the
case with LG air conditioners. The cooling tons justify the amount one needs to pay for
the same. The Television is also a landmark for the LG Company. It ventured into a lot
of types of variety and the price of the following was fixed according to the features and
the demand of the customers. Thus, from the pricing strategy in the marketing mix
of LG, we see that more prices are set by the company based on their global
competition.
The pricing policy of LG consists of “cost plus fixed markup”. It means that the policy
for pricing consists of cost of the product and a reasonable profit. A special team has
been appointed to research the market in a detailed manner. Here the prices of its
competitors are collected along with the consumer’s thoughts through extensive
research. Every factor is thoroughly analyzed and after evaluating its own costing and
the market research the actual price of a product is determined. When the company
launched its products in India for the first time, they were all of high range but later as
the company opened its own manufacturing units; it has been able to lower the prices of
the products.
LG electronics has decided to follow a policy of price competitiveness for the rural
areas. In order to reach out to the rural base in every nook and corner it has decided to
reduce the prices as increase in volume will result in huge revenues and profits.
Promotion in the Marketing mix of LG

LG electronics has always believed in the concept of promotional advertisement. It feels
that a direct communication with the consumer is necessary to sell its products and
hence its advertisements can be seen throughout the year in televisions, magazines,
newspapers and internet. The brand also gives special discounts to retailers and
distributors who advertise regularly and who open exclusive shops for LG. The
advertisement is the maximum for newly introduced products and for products which
give high turnover like panels and refrigerators.
In order to maintain its brand name the company is accustomed to invite famous
personalities from the field of entertainment and sports. For example, In China Kim
Tae-Hee, a famous actor is its brand ambassador, whereas in India, Akshay Kumar, the
famous Bollywood actor has acted in the LG commercials. LG became the first brand to
sponsor the 1999 and 2003 world cup of cricket. LG has also sponsored the ICC
Awards and the Formula-One for five years from 2009-2013.
The main belief of the LG Company is that they should communicate directly with the
customers, and therefore we find that a lot of advertisements all throughout the year
through the various sources like television, radio, internet, newspaper and magazine.
The promotional strategy in the marketing mix focuses on strong brand awareness
through all possible channels. LG mainly advertise the products which are a high
turnover material and they make sure that more number of customers is aware of the
products and thus their sales are increased. They pick up the famous faces of the
country and they in due course make them the brand ambassador. This is the reason
because people will directly relate to the products available to them. LG also promotes
their products through the various sporting events where they become the sponsors of
the team or the tournament. The LG company makes sure that the product is always in
the mind of the probable customers and that they will consider their company when
they want to buy the product. Hence, this covers the entire LG marketing mix.
LG REFRIGERATORS
LG refrigerators are packed with latest innovations and come in a variety of styles,
including:
French-Door Refrigerators: The line of elegant fridges offer the latest advances in food
freshness combines with impressive storage capacity.
Side-by-Side Refrigerators: One of the most popular styles, these fridges feature LG’s
latest cooling and freshness technology, convenient storage throughout and styling that
enhances every kitchen.
Top-Freezer Refrigerators: Boasting advanced freshness features and stylish flair.

Expansive storage and convenience, plus timeless styling that enhances every kitchen
setting.
Bottom-Freezer Refrigerators: the fridge stays at eye level, exactly where you want
Door-in-Door Refrigerators: LG storage innovation provides instant access to your

favorite food and reduces cold air loss up to 41.0%. Easy door-in door access to
beverages and snacks.
LG TELEVISION
LG has been a pioneer in the Television industry for quite a long time and no wonder it
has some of the best smart TV options in the market. As LG stands as an established
brand for so many decades, the company has done everything to bring the best & latest
of the technology to it consumers. As the market is shifting to smart technology, we see
emergence of smart TVs & Android TVs in the current market.
LG is also a front runner, when it comes to bringing the latest features to its lineup of
smart TVs. Depending upon your requirement, you can choose your preferred screen
size. The range is available from 24 inch and you can go for a large 65 inch TV for
making the most of entertainment. LG has options in 4K TV, OLED TVs, 3D TVs and
Ultra HD TVs for the enthusiasts.
Some of the prominent features include; 60 Hz Refresh rate, Wide Angle Viewing, 20
Watt Speaker output, Bluetooth support, wifi support, and many more. You can also
connect your smartphone to the TV and cast your favorite media content like YouTube
& Netflix.
LG smart TV has support for Android OS and you can get Android play apps in your
smart TV for better Android experience.
Consumer Buying Behavior

Consumer Buying Behavior refers to the buying behavior of the ultimate consumer. A
firm needs to analyze buying behavior for:
 Buyer’s reactions to a firms marketing strategy has a great impact on the firm’s
success.
 The marketing concept stresses that a firm should create a Marketing Mix (MM)
that satisfies (gives utility to) customers, therefore need to analyze the what,
where, when and how consumers buy.
 Marketers can better predict how consumers will respond to marketing strategies.
Types of Consumer Buying Behavior
Types of consumer buying behavior are determined by:
 Level of Involvement in purchase decision. Importance and intensity of interest

in a product in a particular situation.
 Buyers level of involvement determines why he/she is motivated to seek
information about a certain products and brands but virtually ignores others.
High involvement purchases--Honda Motorbike, high priced goods, products visible to

others, and the higher the risk the higher the involvement. Types of risk:
 Personal risk
 Social risk
 Economic risk

The four type of consumer buying behavior are:
 Routine Response/Programmed Behavior--buying low involvement frequently

purchased low cost items; need very little search and decision effort; purchased
almost automatically. Examples include soft drinks, snack foods, milk etc.
 Limited Decision Making--buying product occasionally. When you need to
obtain information about unfamiliar brand in a familiar product category,
perhaps. Requires a moderate amount of time for information gathering.
Examples include Clothes--know product class but not the brand.
 Extensive Decision Making/Complex high involvement, unfamiliar, expensive
and/or infrequently bought products. High degree of
economic/performance/psychological risk. Examples include cars, homes,
computers, education. Spend alot of time seeking information and deciding.
Information from the companies MM; friends and relatives, store personnel etc.
Go through all six stages of the buying process.
 Impulse buying, no conscious planning.
The purchase of the same product does not always elicit the same Buying Behavior.
Product can shift from one category to the next.
Review of
Literature
According to “An impact of consumer buying behavior in decision making process
in purchase of electronic home appliances in Chennai (India): an empirical study”
S.Vijayalakshmi1, V.Mahalakshmi, Mother Teresa Women’s University,

Kodaikanal, Tamilnadu, India.
This research contributes to the perceptive of consumer buying behavior in the

electronic home appliances market. The key findings of the study designates that the
overall set of independent variables was weakly associated with the dependent variable.
On the other hand, the profound analysis found that social factors, physical factors, and
marketing mix elements were strongly associated with the buying behaviors of Indian
consumers. These analyses compose it potential to determine consumer decision-
making rules. Furthermore, our analysis facilitated us to recognize numerous
noteworthy directions for future research. The principal goal of this future research will
be to expand methodological bases for consumer behavior analysis using MATLAB
simulation tests using the developed methodology. As an outcome of our research, we
focus to build up a computer simulation model that will allow us to examine the
consumer behavior process. The simulation model of the electronic home appliances
market will be elaborated with a Data mining tool approach.
According to “A STUDY ON CUSTOMER SATISFACTION TOWARDS

SELECTIVE LG PRODUCTS”
Dr. A. Dharmaraj Assistant Professor, Department of Management Studies &

Research, Karpagam University, Coimbatore, India
Marketing starts before production and continues after sales. Marketing is the process of
creating customers. LG products are liked by one and all. The study shows that most of
the sale is done on basis of sales promotion activities and TV advertisement etc. The
important attribute of the product is quality and prices should be taken care. Product
attributes like permanence and after sales service has been appreciated. It is certified
that the customer satisfaction concept is an unpredictable one in any kind of marketing
but this study has attempt its best to reveal the same.
According to “STUDY ON CONSUMER BUYING BEHAVIOUR TOWARDS

SELECTIVE ELECTRONIC HOME APPLIANCES IN HYDERABAD CITY”
S. Vijayalakshmi1 V. Mahalakshmi2 S. Magesh
Based on this study, the researchers concluded that, people in Hyderabad city has
pertinent knowledge about diverse brands of the Electronic Home Appliances.
Knowledge about Electronic Home appliances differ based on the age level. The
demographic factors like age, gender, marital status, qualification, occupation, income
and family type discriminating the buying behavior of home appliances is based on this
study the awareness level of home Electronic Home appliances are moderate in
Hyderabad City. Most of the respondents have the relevant knowledge on the renowned
brands like Godrej, Whirlpool, LG, Samsung and other company brands. Based on
grades and rankings given by respondents, the main factors involved in selecting home
appliances are price then brand name, then quality, then service and the last are the
other offers given by the retailer. Respondents are not much prejudiced by retailer’s
information. The media and advertising furnishes more requisite information when
compare to other medium of dissemination of information to the public. In the case of
TV, respondents are influenced by picture quality first, then sound, then screen quality,
then size and color. In the case of refrigerator, respondents are influenced by efficiency
first, then capacity, then sturdy, then storage space, and then aesthetic of the
refrigerator. In the case of washing machine, respondents are influenced by efficiency
first, then capacity, then sturdy, then storage space, and then aesthetic of the Washing
Machine.
According to “The Impact of Advertisement on Consumer Buying Behavior in

Electronic Industry [Consumer Electronic Products]”
Maithili Deshpande1, Yash Rokade2, Pooja Singh Darda
Faculty of Management, Department of Finance Management, MIT World Peace

University, Pune
The present era has witnessed a revolutionary change in the trend of advertising. The
role of advertisements is important and influences the buying behavior of consumers.
This research was a study on impact of advertisements on consumer buying behavior
with respect to consumer electronic Based on the analysis it can be concluded that
advertisements have a significant impact on the consumer buying behavior. This study
can be helpful for advertisers in the consumer electronics sector to understand what
triggers a consumer’s intention to purchase. It can also determine which element in

advertising is most affecting and which has a comparatively lower impact.
According to “Buying Behavior of Electronic Products in Andhra Pradesh – A

Study of Selected Electronic Consumer Product”
M. Ravikanth, Prof. P.Venkat Rao
PhD Research Scholar, Department of Commerce, Sri Venkateswara University

P.G. Centre, Kavali, Nellore District, Andhra Pradesh State
From the study, it is to conclude that buying behavior and post purchase satisfaction
vary among the consumers for select brands and factors influencing them is also found
differ in the urban and rural areas. Since electronic industry in India is more vibrant,
and also the present marketing mix practices of the companies are well directed to
satisfy the consumers, finally, it is recommended to the companies of 3 select brands is
that there is a tremendous scope of development in rural India. From the observation, it
is clearly understood that companies have not formulated differentiated strategies for
urban and rural areas in India. Differentiating and matching the expectations of the
urban and rural people will help the companies to gain wider reach and helps to increase
the productivity.
According to “Consumer Buying Behavior for Electronic Products A Study of

select items”
S.VijayaLaxmi, Research Scholar, KakatiyaUniversity, Warangal, India
Despite the basic characteristics of consumers the behavior pattern of consumers are
more or less similar to each other, particularly in the aspects like quality, preference and
decision making. However it is evident that the present approaches to draw the attention
of customers are not adequate. The consumers are particular about the appropriate
system of distribution and hence there is a great need for change in the electronics
buying system. It may not be always correct to say that consumers behave in the same
way as it much depends on type of products, quality of the products and price of the
products. Consumer attitude towards electronics based on age group , income group
,and price leads major role while purchasing the electronic goods.
According to “BRAND LOYALTY – INFLUENCING CONSUMER BUYING

BEHAVIOUR”
SONALI P. BANERJEE Amity Business School, Amity University
Brand loyalty has certain components through which it is affected. They are:- 
Experience  Learning  Motivation  Brand Preference After doing the analysis from
the data collected it can be concluded that buying behavior of customers is strongly
affected by the past experience with a certain brand and that helps them to decide
whether to go for that brand again or not. i.e. if the experience is good with the existing
brand then they are will to buy a L.E.D TV of the same brand and vice versa. Thus the
Brand loyalty is very much affected by good or bad experience of the consumer with
the brand of TV they have already used. The consumers having good experience get
motivated to buy other Television of the same brand and thus it make them Loyal to
that brand. In the above case Samsung is the most preferred Brand as majority of the
customers who have used Samsung are satisfied with the product and are willing to
purchase product of same brand. Those who are loyal to a certain brand also impact
their circle through word of mouth as they recommend the same brand to others based
on their experience. The consumer buying behavior towards a L.E.D is depended on
few major factors Like:-  Performance  Design  Picture Quality  Sound Quality
These are the factors/attributes about which the customers are more concerned and they
want most in a L.E.D Television. And as per the survey majority of respondents with
62% do not mind in paying extra price for the Brand they prefer till it gives the features
they expect from that Brand. Thus price is not a strong factor which affects the Brand
Loyalty of the consumer in case of A L.E.D Television. The Customer Preference is
also not much affected by the advertisement or the celebrity who is endorsing the brand
as most of the respondents believed in their experience with the brand and the Image of
the Brand which would help them decide to buy L.E.D TV of which Brand.
Research
Methodology
3.1 OBJECTIVES OF THE STUDY:
The objectives are designed to have a particular direction to the study like what aspect
of the topic is going to be studied. A topic can be studied from various parameter, the
objectives designed for a project gives an idea that in what manner the topic is studied,
what is the flow of project, what are the variables selected for the project, etc.
 To understand the market share of LG

 To identify the features and preferences of people about LG’s refrigerators
 To identify the features and preferences of people about LG’s television
3.2 HYPOTHESIS OF THE STUDY:

Hypothesis is referred as the presumptions made by an individual to study the research
project. These presumptions are made in a way to satisfy the objectives framed for the
project. Framing of hypothesis is an important part of the research as in this step the
research problem or the problem statement is designed on which the entire research is
based.
The hypothesis or the research problem of the study is designed in such manner to find
out the relationship between the variables, i.e. does the effect on has any impact on the
other. We can also say that the following hypothesis will let us know how closely they
are correlated with each other.
HYPOTHESIS 1:
H0 - People do not prefer LG for electronic consumer products
H1 - People prefer LG for electronic consumer products
HYPOTHESIS 2:
H0 - LG’s quality of products does not influence people to buy its products
H1 - LG’s quality of products influences people to buy its products
HYPOTHESIS 3:
H0 - Family members do not influence buying decisions
H1 - Family members influence buying decisions
HYPOTHESIS 4:
H0 – Buying branded refrigerators does not make a difference
H1 - Buying branded refrigerators makes a difference
HYPOTHESIS 5:
H0 – Style and looks of the television do not matter to the customer

H1- Style and looks of the television matter to the customer
3.3 TYPE OF STUDY

There are various types of study for doing a research, to name some descriptive study,
exploratory study, historical study, empirical study, qualitative study, quantitative
study, etc. For the purpose of this research, the research has used Descriptive study.
Descriptive study is a method usually used to describe the characteristics of the
population that is being studied. The descriptive study is mostly used to get the answer
for the question „what‟ rather than answer for „why‟. The reason for selecting
Descriptive research is because it gives special focus on specific type of questions,
methods, and outcomes of the data. The best part about Descriptive study is that it can
study the qualitative and quantitative aspects i.e. there is no need to study the qualitative
or quantitative aspects separately. Therefore, it can involve the tables and graphs and
numbers or the physical qualities in the study. Descriptive study is usually used by the
anthropologists, psychologists and social scientists.
This research is based on descriptive study because this project studies the qualitative
and quantitative aspects of the attendance of commerce students of Mumbai University.
However, this is not only descriptive research but also pure research; we can say that
this research is a mixture of descriptive and pure research. As the project work is
completely first hand, descriptive study is used only to understand the topic. However,
my research does involve review of literature which is the base of descriptive study.
The significance level used to test the credibility of my research used is 5% as
descriptive study is tested at the same level.
3.4 COLLECTION OF DATA
Primary data: The data which is collected first time or a fresh data is called the Primary
Data.
Primary data collection methods
1. Questionnaire method
2. Observation method, etc.
Secondary Data: Various research studies conducted on the topic in the past were
reviewed to gain further insight into the topic. These were collected from internet
sources, authentic research papers and journals.
Data collection Instrument (Questionnaire):- A key part of creating excellent online

surveys involves using open-ended and closed-ended questions effectively A closed-
ended question is made up of pre-populated answer choices for the respondent to
choose from; while an open-ended question asks the respondent to provide feedback in
their own words
Closed-ended questions
Closed-ended questions come in a multitude of forms, including: multiple choice, drop

down, checkboxes, and ranking questions. Each question type doesn’t allow the
respondent to provide unique or unanticipated answers, but rather, choose from a list of
pre-selected options.
Open-ended questions
Open-ended questions are exploratory in nature, and offer the researchers rich,
qualitative data. In essence, they provide the researcher with an opportunity to gain
insight on all the opinions on a topic they are not familiar with. However, being
qualitative in nature makes these types of questions lack the statistical significance
needed for conclusive research
3.5 LIMITATIONS OF THE STUDY:

Limitations of a research project arise when there are uncontrollable variables which are
harder to be brought in control. This reduces the accuracy and credibility of results.
However, for this study only 140 responses were taken into consideration from the
undergraduate commerce students of Mumbai University.
-The period of research was very short and hence more the researcher was unable to
gather more responses.
-The research sample size was limited.
-The scope of discussion was limited as a very in depth study was needed in every field
of science. This helps in finding an accurate solution.
3.6 RESEARCH GAP
Gap 1: Customer’s Expectations (knowing what customers expect)
The difference between management’s perception of what customers expect and what
customers really want.
For e.g. when a customer asked for a particular product of Lg and management fails to
understand what customers really expect from Lg
Gap 2: Management perception of customer’s expectation (not selecting the right

service design standards)
The difference between management perception and service quality specification
For e.g. when management has a good idea of a product but fails to develop them into
appropriate product specification
Gap 3: Product Delivery (not delivering to product standards)
The difference between product quality specification and actual product delivery
For e.g. the management delivered a product to the customer, hoping they would find it
interesting and the customer rejects the products
Gap 4: External Marketing Communication (not matching performances to promises)the
difference between product delivery and what is communicated externally
For e.g. the management promised the customer’s expectations would be fulfilled
Gap 5: Actual product performance (the customer gap)
The difference between the costumer expectations of a product and what they actually
receive
For e.g. the customer except the product to be excellent and it doesn’t happen
Data
Analysis
The data collection method means the various sources from where the data has been
collected by the researcher. There are several methods for collection of data, especially
in surveys and descriptive researches. As during data collection for descriptive research
the primary data is collected from the respondents through direct communication or
through personal interviews.
For the purpose of the research, the primary data was collected through a close ended
structured questionnaire which was designed pre hand and an online survey was done
using Google forms. Online survey was the most feasible form as the data was to be
collected from varied population in short period of time. The data collected was a scaled
data i.e. like scale of value 10 each. Survey was answered by undergraduate commerce
students of various colleges under Mumbai University. Close ended questionnaire
method is the most feasible method of data collection as a fixed set of questions is
prepared and surveyed. Therefore, uniform observations were obtained through the
survey.
Q.1 Age
The maximum responses were from the age group 18 to 25 years of age. I tried to get
majority of the responses from the working population.
Q.2 Occupation
There are different categories of working individuals. The maximum reviews are from
the student category since it is a college based project. Next, professionals,
entrepreneurs and salaried individuals.
Q.3 which brand do you prefer for electronic products?
These are the best brands in the electronic industry. The top two brands are Samsung
and LG, followed by Panasonic, Videocon and others.
Q.4 which factor influences you more for choosing a brand?
There are different qualities that influence the customer to buy the product. Maximum
number of responses agree with quality being the most important factor for buying a
product, followed by brand image, price and after sales service.
Q.5 what brand of refrigerator do you own?
The above chart shows that the maximum market share of refrigerators sold is held by
Samsung, followed by LG, whirlpool and godrej.
Q.6 what type of refrigerator do you prefer?
There are different types of refrigerators available in the market. The above chart
shows that people mostly prefer the normal type i.e. top freezer. Next side-by-side,
French door, door in door and bottom freezer.
Q.7 who influenced you more with you buying decision?
Any person buying any product is always influenced by someone to buy that product.
The piechart given shows that most of them are influenced by family member,
followed by people who take buying decisions themselves. Next are friends and
relatives.
Q.8 what attracted you the most while buying the refrigerator?
There are different qualities which lead the buyers to buy the refrigerator. According
to the chart, quality is the most important attribute for buying a refrigerator. Brand
image and price being the next attributes.
Q.9 does buying a branded refrigerator make any difference?
The chart shows that people prefer to buy branded refrigerators over non-branded
refrigerators.
Q.10 What brand of Television you own?
According to the above chart, Samsung is the topmost brand in the sales of televisions.
Next we have LG, followed by Panasonic and onida.
Q.11 Do style and looks of the television matter to you?
According to the pie chart 82% of the responses agree that looks of the television
matter to them.
Q.12 which type of television you prefer to buy?
The above chart shows most people prefer to buy a smart TV, followed by a simple
LED TV.
Q.13 from where did you buy the television?
According to the pie chart, most of the people by the televisions from retail outlets,
malls and online stores.
Q.14 since when are you using the television
According to the chart, most of the televisions in the households are older than 4 or
more years.
Q.15 Are you satisfied with your LG products?
According to the pie chart most of the customers are satisfied with their LG products.
Q.16 Rate the After sales Services provided by LG Electronics
According to the graph given, people have rated the after sales service of LG products
between 7 to 8.
Q.17 if any other brand provides with better services will you go for that
brand?
According to pie chart given almost everyone would shift to a different brand if better
services are provided
Findings and
Conclusion
Findings:
The data was collected was collected from primary and secondary sources. For the only
primary a survey was done online and 100 responses were collected by the researchers
whereas secondary data was collected from multiple websites and journals.
The findings of primary data were as follows:
 There are many brands in the market like Samsung, LG, Panasonic, Videocon
and many others. The top most market holders are Samsung, and LG.
 Quality of the product is the most important attribute for most of the
respondents, followed by brand image and price.
 According to the respondents Samsung and LG have the biggest market for
refrigerators, to be specific the French-door and top freezer refrigerators.
 According to our respondents, quality and brand image of the refrigerator
matters the most. Family members influence the buying decisions of the buyer.
 Branded refrigerators have a greater market compared to non-branded
refrigerators.
 According to the respondents, the most popular television brands are Samsung,
LG, Panasonic and Onida followed by others, the style and looks matter to the
customers.
 A smart TV is the most trending right now, mostly brought from malls and
retail outlets. Online stores are rising with their sales. The maximum life of a
television is around 6-7 years.
 LG customers majorly are satisfied with their products and have rated the after
sales service provided by LG 7-8 points on 10
 Maximum customers have a mentality to shift towards a brand providing better
products and services.
Conclusion:
Electronic products are vital part of our daily lives today. We need an electronic device
in almost every job we do. Televisions, refrigerators, washing machine, mobile phones
and many other products. We need the best quality products for ourselves, which makes
the buying decisions of these products are very difficult.
My study says, LG started off as a topmost company dealing in electronic products,
with the entry of new companies with better technologies, LG lagged behind due to
outdated technology.
According to survey conducted by me, LG has a good reputation in the market. LG may
try to improve the qualities and after sales services provided by them.
In current market scenario, the competition in the electronic sector is highest, so as to
remain in competition all companies have to develop in terms of customer satisfaction
and others features. LG is good at what it provides to its customers but it needs
improvements in some areas.
According to the survey, the topmost brand for both refrigerators and televisions is
Samsung, hence becoming its biggest competitor, it needs to improve in the innovations
and launch the best quality products in market to compete with Samsung.
Consumer satisfaction is really important field in today’s market. It is very important
for companies to satisfy their customers with all their wants and demands. It is really
necessary for them to understand their customer’s desires and provide them with the
same.
LG has a great internal structure with a long term serving mission and code of conduct.
LG being a Japanese company follows Japanese methods of management although LG
India has a different policy and code of conduct.
LG has spread its feet in almost all categories of electronic products, whether it is
mobile phones, washing machines, televisions or sound systems. It has a tie up with
many companies like yahoo.com etc...
Thus, any brand if needs a good market share it has to focus on customer satisfaction in
the first place then there are other aspects as well. LG as a brand needs improvement in
qualities of its products, its style and looks and the services provided by them to their
customers
Recommendations &
Suggestions
Secondary supports play an important role in the customers mind and create
awareness among the customers. The secondary support includes Demonstration,
Exhibition & Even Sponsors.
1. From the survey it was found out that the majority of customer’s don’t buy consumer
durables from exhibitions. They just visit the exhibitions to see the co. latest model.
2. They want to buy from the showrooms or from co. showrooms. For them service is
important .Beside convenience and other factors service is key factor.
3. Also majority of customers do not want any financing scheme for purchasing the
durables.
4. There was heavy rush on weekends so large numbers of ISD‟s were appointed that
day. Also the live demo calls helps in selling. Exchange offers also generate sale.
5. Customers are also now very choosy in buying the product and it is important for the
company to make loyal customer of their brand.
6. In survey we found that LG has captured maximum market share in every category.
LG dominates CTV, LCD, and Refrigerator, and Washing machine, category.
7. LG and Samsung have bottle neck competition in TV and REF. category.
8. The product is well aware and it is on top of mind of customer.
9. Customers are also now very choosy in buying the product and it is important for
the company to make loyal customer of their brand.
10. Company should make advertisement of LG products aggressively in the way of

hoardings which increase the more visualizes customer
Bibliography
1. https://en.wikipedia.org/wiki/LG_Electronics
2. https://kupdf.net/download/lg-project-report_59cb873708bbc5d71a686fd3_pdf
3. https://www.slideshare.net/singharun256/lg-project-reportarun-singh?qid=cb63f056-42bc-489e-ab7d-
3fbf90bafe0f&v=&b=&from_search=1

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lOMoARcPSD|201 213 47

“A STUDYOF CUSTOMER BUYING BEHAVIOUR OF LG

S.A.V ACHARYA INSTITUTE OF MANAGEMENT STUDIES

In partial fulfillment of the requirements for

Master in Management Studies

Under the guidance of

“A STUDYOF CUSTOMER BUYING BEHAVIOUR OF LG

S.A.V ACHARYA INSTITUTE OF MANAGEMENT STUDIES

In partial fulfillment of the requirements for

Master in Management Studies

Dinesh Vijay Datilkar

Under the guidance of

Name : Dinesh Vijay Datilkar

Class : SYMMS (marketing)

Roll No. : 9322021014

Project Guide: prof.sanjog sir Director

CHAPTER TOPIC PAGE

3.1 Objectives of the Study 45

3.3 Type of Study 47

3.4 Collection of Data 48

3.6 Research Gap 50

Classification of consumer durables sector

Samsung Electronics Co., Ltd. is a South Korean multinational electronics company

Xiaomi Corporation is a Chinese electronics company founded in April 2010 and

Panasonic Corporation, formerly known as Matsushita Electric Industrial Co., Ltd., is a

Haier Group Corporation is a multinational home appliances and consumer

Strengths in the SWOT analysis of LG electronics

has strong brand equity, and hence is able to survive in a tough

Weaknesses in the SWOT analysis of LG electronics

Opportunities in the SWOT analysis of LG electronics

Threats in the SWOT analysis of LG electronics

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

Business areas and main products

And the number follows many more…………………………..

The Brands core Value that never changes.

The Internal Culture of LG:

Code of conduct of LG:

LG Electronics India is the fastest growing company in the consumer electronics,

LG Soft India the innovation wing of LG Electronics in Bangalore is LG Electronics'

4. LG has differentiated its product using technology and health benefits.

Local and efficient manufacturing to reduce the cost

Regional channel and wide distribution network

MAJOR KEY SUCCESS FACTORS

Strategies adopted by the organization

8. Be in touch with the market (70% Market, 30% Office).

Marketing mix of LG – LG marketing mix

LG electronics is a multinational company of South Korea that deals in

Product in the Marketing mix of LG

LG electronics deals in various electronic industries like vehicle components, mobile

Computer products like monitors

Place in the Marketing mix of LG

Price in the Marketing mix of LG

Promotion in the Marketing mix of LG

Top-Freezer Refrigerators: Boasting advanced freshness features and stylish flair.

Door-in-Door Refrigerators: LG storage innovation provides instant access to your

Consumer Buying Behavior

Types of Consumer Buying Behavior

Types of consumer buying behavior are determined by: