I

NTERNSHIP REPORT
ON
“TRAINING AND DEVELOPMENT AND BRAND LOYALTY OF
SAMSUNG ELECTRONICS PRIVATE LIMITED”
Submitted in partial fulfillments of requirement of
Bachelor of Business Administration

Under the guidance of: Submitted by:

RISHIKA KUMARI
Reg. No.-21302310010
BBA 6th Sem(2021-2024)
DECLARATION

I, Rishika kumari Reg. No. 21302310010 full time bonafide student of

Bachelor of Business Administration (BBA) Program of CIMAGE Patna. I,
hereby certify that this project work carried out by me at "TRAINING
AND DEVELOPMENT AND BRAND LOYALTY OF SAMSUNG ELECTRONICS
INDIA PRIVATE LIMITED". and the report Submitted in partial fulfillment
of the requirements of the programme Is an original work of mine
under the guidance of the faculty mentor Mr. Nitish Rohatgi, and Is not
based or reproduced from any existing work of any other person or any
earlier work undertaken at any other time for any other purpose and
has not submitted anywhere else at any time.

PLACE- Patna

DATE

RISHIKA KUMARI BBA 6TH SEM

ABSTRACT

This dissertation topic compares LG and Samsung's consumer satisfaction data

with their market strategies for their respective white goods items.

What elements have an impact on consumer satisfaction?

identifying the elements that influence customer happiness.

How important are those aspects in terms of customer satisfaction?

For the first time in the second half of this year, Korean companies LG
and Samsung have nearly all of the Rs 10,000 crore (Rs 100 hillion) Indian home
appliances market to themselves. While LG currently holds the market lead with
about 35% of the total market, Samsung boosted its position from about 13 to
about 16%.

In fact, the two now have combined turnovers bigger than the
other brands in all the key market sectors, with the exception of the refrigerator
previous financial year in the refrigerator sector, which makes up the largest
portion of the market with approximately Rs 4,000 crore (Rs 40 billion) this year.
In addition to surpassing Godrej to move up to third place behind LG and

Whirlpool since April, it has steadily increased its market share from about 12.5
percent of the entire value to roughly 17 percent at this time.

Additionally, in the washing machine segment, which is thought to be worth

about Rs. 1,500 crore (Rs. 15 billion). This year, the company was able to grow its
market share from 13.3 topercent, and it also saw a rise in its portion of the
microwave market from 18.5 to 24.6 percent.
Chapter 1

Introduction

The study's reach

The study's significance

The study's purpose

Consumer anticipates that their electrical home equipment will be secure for
them, their kids, and their elderly relatives.

Households' real and imputed final consumption spending on the goods and
services they need to fulfill their unique requirements and wants is referred to as
individual consumption expenditure. A significant group of businesses that sells
electrical products in the industrial, commercial, and residential markets includes
the White Goods organization. It was a part of Complete Energy Systems, a larger
company, at the time the events in this case occurred rather than a separate
business. Only the domestic market (households) was the focus of the division,
while the commercial and industrial markets were handled by two other divisions.
The case is split into two sections, each of which deals with the proposed
reorganization. The scenario that gave rise to the proposed reorganization is
described in the first section, and the management suggestions for the actual
reorganization are described in the second section along with the responses of
different staff groups and individuals to the proposals. A significant group of
businesses that sells electrical products in the industrial, commercial, residential
markets includes the White Goods organization. It was a part of Complete Energy
Systems, a larger company, at the time the events in this case occurred rather
than a separate business. Only the domestic market (households) was the focus of
the division, while the commercial and industrial markets were handled by two
other divisions. The case is split into two sections, each of which deals with the
proposed reorganization. The scenario that gave rise to the proposed
reorganization is described in the first section, and the management suggestions
for the actual reorganization are described in the second section along with the
responses of different staff groups and individuals to the proposals. In a
household, institutional, commercial, or industrial setting, a significant appliance,
sometimes known as a domestic appliance, is typically characterized as a sizable
equipment that performs some routine. House keeping duty, such as cooking,
food preservation, or cleaning. Because an appliance operates with energy other
than water, typically utilizing electricity or natural gas/propane, it differs from a
plumbing fixture. An item powered by a watermill is also referred to as an
appliance. Although definitions of "white goods can vary, the phrase "white
goods" is also used for these items, mainly where British English is spoken. The
word "white goods" is more frequently used in the US to describe linens than
appliances. Major appliances are distinguished from small appliances by their size,
difficulty to move, and overall degree of fixation in place. They are frequently
provided to tenants as part of otherwise unfurnished rental properties since they
are frequently thought as fixtures and parts of real estate. Major appliances
frequently require significant amounts of electricity, which necessitates specific
electrical cabling to offer more current than regular electrical outlets can deliver.
This restricts the locations they can be used in a house.

Major appliances are distinguished from small appliances by their size, difficulty
to move, and overall degree of fixation in place. They are frequently provided to
tenants as part of otherwise unfurnished rental properties since they are
frequently thought as fixtures and parts of real estate. Major appliances
frequently require significant amounts of electricity, which necessitates specific
electrical cabling to offer more current than regular electrical outlets can deliver.
This restricts the locations they can be used in a house.

The study's reach

The electrical goods are those goods which already exist in the market. Because
without it, it is not possible that anybody can survive with his/her life. We define
scope of Mathura region. Scope is a very broad term. The customers purchase the
electrical appliances through market, exhibition, and showroom for fulfillment of
needs.

This report analyzes the markets for Electric Household Appliances in Thousand
Units by the following Segments: Major Electric Household Appliances
(Compactors, Dishwashers, Disposers, Dryers, Freezers, Microwave Ovens, Range
Hoods, Electric Ranges, Refrigerators, Vacuum Cleaners, Washing Machines,
Water Heater (Electric), Room ACS, & Other Major Electric Household
Appliances), and Small Electric Household Appliances (Blenders, Bread Makers,
Broilers, Can Openers (electric), Coffee Makers, Electric Knives, Food Choppers,
Food Processors, Irons, Mixers, Toaster Ovens, Toasters, Waffle Irons, &
Miscellaneous Small Electric Household Appliances). The report provides separate
comprehensive analytics for the Patna.

This report is prepared in Patna region with the help of owner and customer. It
defines the marketing strategy (product, price, place, promotion) of LG with
Samsung.

LIMITATIONS OF THE STUDY:

Due to the study's subjective nature, various people may perceive its results
differently.

Area and regional variations could alter the study's focus,

Different CRM (customer relationship management) implementations can be seen

in various locations.

Information obtained from the Internet and other sources may differ from actual
customer experiences.

The study's significance

To understand LG's and Samsung's market positions as well as the effects of

market strategy on consumer durables in the Patna region.

Up until the early 1990s, all marketing-related efforts were directed towards
perfecting the four "P"s: product, price, place, and promotion. Only a few
marketers came to understand in the early 1990s that consumers did not simply
exist to purchase a company's products, but rather that companies basically
existed to serve consumers.
LG and Samsung both are big white goods product manufacturing companies
from South Korea. Both are equally strong, global companies, and more or less
with equal presence in Indian market. So it will be quite rational to compare these
two brands.

ISSUES TO BE ADDRESSED:
What are the factors that affect the consumer satisfaction?

Determining the factors affecting the consumer satisfaction.

What is the magnitude of those factors regarding the consumer satisfaction?

RESEARCH PROJECT AIM:

This work's main goal is to compare how satisfied LG and Samsung customers are.

To get knowledge of the elements influencing consumer satisfaction with white

goods throughout the globalization's transitional period.

The study's purpose

While pursuing a BBA, the research will offer a priceless chance to perform a
study, put theoretical knowledge into practice, and evaluate the results in light of
actual circumstances.

I am a student with a "HR, Marketing" specialization, therefore this will provide

me the chance to learn. More in-depth information about consumer behaviour
and concerns pertaining to comparative study.

I am focusing on creating a questionnaire and gathering data. In addition to that, I

also gather secondary data for this research, primarily from journals, newspapers,
and the internet.
PROFESSIONAL OBJECTIVE:

This dissertation research will compare the customer satisfaction levels of LG and
Samsung's white goods products as a basis for its study of consumer satisfaction.

What elements have an impact on consumer satisfaction?

Identifying the elements that influence customer happiness.

How important are those aspects in terms of customer satisfaction?

PERSONAL OBJECTIVE:

Personal goals for this project include gaining experience in the market,
connecting with people, and learning about consumers' viewpoints. Another goal
that will be beneficial in the future for marketing is improving indirect learning
about the market and consumer behavior.

Chapter 2

About the Company

Overview of Samsung history

An overview of Samsung's history

CONSUMER DURABLE HISTORY

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

Before the liberalization of the Indian economy, only a few companies like
Kelvinator, Godrej, and Voltas were the major players in the consumer durables
market, accounting for no less than 90% of the market. Then, after the
liberalization, foreign players like LG, Sony, Samsung, Whirlpool, Daewoo, and
Aiwa came into the picture. Today, these players control the major share of the
consumer durables market.

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

growing very fast because of rise in living standards, easy access to consumer
finance, and wide range of choice, as many foreign players are entering in the
market. With the increase in income levels, easy availability of finance, increase in
consumer awareness, and introduction of new models, the demand for consumer
durables has increased significantly. Products like washing machines, air
conditioners, microwave ovens, color televisions (CTVs) are no longer considered
luxury items. However, there are still very few players in categories like vacuum
cleaners, and dishwashers

Consumer durables sector is characterized by the emergence of MNCs, exchange

offers, discounts, and intense competition. The market share of MNCs in
consumer durables sector is 65%. MNC's major target is the growing middle class
of India. MNCs offer superior technology to the Consumers whereas the Indian
companies compete on the basis of firm grasp of the local market, their well-
acknowledged brands, and hold over wide distribution network. However, the
penetration level of the consumer durables is still low in India.

INDUSTRY SIZE, GROWTH, TRENDS: The consumer durables market in India was
estimated to be around US$ 5 billion in 2007-08. More than 7million units of
consumer durable appliances have been sold in the year 2006-07 with color
televisions (CTV) forming the bulk of the sales with 30 per cent share of volumes.
CTV, refrigerators and Air- conditioners together constitute more than 60 per cent
of the sales in terms of the number of units sold.

In the refrigerators market, the frost-free category has grown by 8.3 per cent
while direct cool segment has grown by 9 per cent. Companies like LG, Whirlpool
and Samsung have registered double-digit growth in the direct cool refrigerator
market.

In the case of washing machines, the semi-automatic category with a higher base
and fully automatic categories have grown by 4 per cent to 526,000 units and by 8
per cent to 229,000 units, respectively. In the air-conditioners segment, the sales
of window ACs have grown by 32 per cent and that of split ACs by 97 per cent.

Since the penetration in the urban areas for these products is already quite high,
the markets for both C-TV and refrigerators were shifting to the semi-urban and
rural areas. The growth across product categories in different segments is
assessed in the following sections.

Consumer appliances are electronically operated machines that are used

primarily in domestic activities like cooling, heating, cooking, cleaning,
refrigerating, entertainment etc. Based on the tasks performed by them they are
classified as entertainment products, cooling products, heating products,
photographic products, household etc.

Appliances which are required for fulfilling daily needs of a household come
under kitchen appliances. Consumer appliances are electronically operated
machines that are used primarily in domestic activities like cooling, heating,
cooking, cleaning, refrigerating, entertainment etc. Based on the tasks performed
by them they are classified as entertainment products, cooling products, heating
products, photographic products, household appliances etc.

Appliances which are required for fulfilling daily needs of a household, come
under kitchen appliances like refrigerator, water purifier, air purifier, toaster,
microwave ovens etc. Entertainment products are further divided into sectors-
audio & video. The audio sector consists of hi-fi systems, cassette, CD, MP3
players, stereos, wireless headphone. While the video sector consists
of ,television, plasma TV, LCD TV etc. Another industry which is on a boom is
gaming industry consisting of video games, game consoles etc.

The growing needs of the consumers are driving the latest technological
innovations in the consumer appliances industry. A look at today's consumer
appliances market, there are consumer electronics products with features like
ultra thin designs, function convergence, environmental protection, energy saving
and lower prices. New products, which are easy to use and provide a lot of
facilities, are being launched by the consumer appliance manufactures, which
provide a wide choice to the consumers. With so many selections and so many
different technologies, products have increased considerable market demands
and giving a hard time to manufacturers & suppliers of consumer electronics
appliances. China, Taiwan and Italy are the largest manufacturers of consumer
appliances. Global consumer appliances industry's sales revenues reached US$950
billion in 2006. According to an estimate the consumer appliances industry in
China will be the strongest by 2010, as the demand for consumer appliances is
rising because of the rapid pace of economic development taking place in China
and low cost of manufacturing of these appliances. China is expected to become
the second largest market for consumer appliances in the world after US.

One of the biggest working parts of any household is home appliances for the
kitchen, and without a solid line up, could be difficult to manage home cooking.
When choosing any set of appliances, it's important to look at several key
features, prices, and warranty information.

Making an educated decision about these things can help save time and money.

First and foremost, before buying anything in regards to home appliances for the
kitchen, it's important to measure the space that you have free. This is a crucial
thing to remember no matter what you're purchasing in the near future. By
measuring the free space that you have, you can make sure that you will be
utilizing your appliance without any major complications. The second step is to
set a budget. Setting a budget might seem trivial, but it will save you energy when
you're ready to purchase your items, and are faced with a purchasing decision.

After measuring your space and setting a budget, consider looking at the various
color options that are available to you. Many people want to match their kitchen
décor with their appliances. It's important to consider what style and décor you
want to go with, especially if you're buying home appliances for the kitchen,
separately. If you purchase a limited edition color, or a color that isn't necessarily
the norm, you might have a hard time matching everything in your kitchen.
Consider something standard like black, white, or stainless steel if you're
purchasing items one by one. If you're buying sets, you might be able to match
everything with relative case, but it might cost more up front.

Energy star rated options are gaining popularity amongst all different walks of life.
Look for highly efficient, energy saving appliances, and you'll ensure money is
saved over time. Highly efficient machines run better and faster, and consume at
least 30% less energy than other options. You'll be amazed at the low cost of use,
and definitely be happy to own one. It is true that they cost more up front, but
you will save money over time. Traditional options still abound, so if you're not
ready to take the energy saver leap, do not fret, there are still other options
available for the consumer.

Another key point to looking at home appliances for the kitchen is warranty
information. Never forget to read the fine print on any warranty information that
comes coupled with your investment. Some manufacturers offer a limited time;
limited warranty and that could end up costing you down the road. To make sure
you have peace of mind, always look for extended warranty options, or make sure
you understand the terms of your limited warranty. Making sure your appliance
works for the longevity you desire from your home is vital to picking out the right
appliance.

There is a plethora of options to explore in regards to ovens, sinks, refrigerators,

and so much more. Always shop around for the best price, and make sure you
look at several key points before investing in anything. You can ensure peace of
mind by doing some preliminary thinking, and investing in the right option that
fits your needs.

SWOT ANALYSIS: CONSUMER DURABLE HISTORY

STRENGTH:
"Accessory to Necessary" Air-conditioners are no longer perceived to be a item of
luxury.

Advancement of technology which gives the companies ability to introduce new

products and new product features.

High Growth. Key drivers being Urban and Rural.

Government Policies in favor of Industry includes infrastructure development,

reduction in excise duty and so on.

WEAKNESS:
Supply continues to outstrip Demand. Demand Cyclical and seasonal.

Volatile performance of the agricultural sector have a negative impact on

demand. The sector's performance is highly dependent on monsoon and reforms,
which has failed often.

OPPORTUNITY:
Diversification. Developing new products for new markets .

Easy availability of finance has stimulated consumers to buy durables.

Changes in Consumer Outlook from spend now-save later mentality leading to

high disposable income.

THREAT:
Dozen companies operating in the white goods segment. Prices would continue to
remain depressed and margins will be under pressure.

Threats of cheaper imports from China and other South East Asian countries

Overview of LG’S history

LG INDIA PVT.LTD
Life's good
After receiving approval from the Foreign Investment Promotion Board (FIPB), LG
Electronics India Pvt. Lid., a fully owned subsidiary of LG Electronics, South Korea,
was created in January 1997.With the start of operations in May 1997, LG
completed the fastest-ever nationwide launch in just 4 and 1/2 months, setting
the precedent for the rest of the industry. With an investment of Rs 500 Crore, LG
built a cutting-edge manufacturing facility in Greater Noida, close to Delhi, in
1998. This factory produced microwave ovens, air conditioners, washing
machines, and color televisions. At its manufacturing facility in Greater Noida, LG
also started domestic manufacture of its environmentally friendly refrigerators
and set up an assembly line for its PC monitors in 2001. The first domestically
made Direct Cool Refrigerator was introduced at the start of 2003 from the
company in Greater Noida.

In Pune, Maharashtra, LGEIL built a second greenfield manufacturing facility in

2004, and it will start producing products there in October of this year. The
factory, which spans more than 50 acres, produces GSM phones, washing
machines, air conditioners, refrigerators, microwave ovens, color monitors, and
color televisions. One of the most environmentally friendly LG manufacturing
facilities in the world, the Greater Noida production line was created using the
most recent technologies, on par with international standards in Korea. In just
eight years, LG has developed a premium brand posture in the Indian market and
is now the most popular brand in its category. Numerous studies have
demonstrated that consumers are knowledgeable about health issues.
One of the first businesses to recognize the emergence of a shift in consumer
needs was I.G, which made the decision to differentiate its goods based on
technology that attracted customers with the promise of improved health.

As a result, it developed its company concept to improve people's lives and make
them more convenient and healthy. Its mission was to become a "Health Partner"
for its customers around the world. The LG CTV line features "Golden Eye"
technology, which detects the light levels in the space and modifies the image to
be easier on the eyes. The "Health Air System" found in every model of LG air
conditioners not only keeps pollution out while cooling. In a similar vein,
refrigerators have the "PN System," microwaves have the "Health Wave System,"
and washing machines have the "Fabricare System," which extends health
considerations to one's clothing. The company's R&D teams created proprietary
technology for each of the goods it offers, which give consumers a more
wholesome setting to live in.

In the industries of consumer electronics, home appliances, and computer

peripherals, LG experienced the industry's fastest growth in 2001. Since its
founding in 1997, the firm has generated a total revenue of Rs 5000 crores in
India, which makes it the company with the fastest-ever Rs 5000 crores turnover
in the Indian consumer electronics and home appliances sector. After reaching
this milestone, LG set a new record by selling the first ever lakhs of windows and
split ACs in a calendar year.
As of one month before the target date, LG has already sold one million units of
color televisions. Exceeding its sales goal for the year of one million. For color
televisions, semiautomatic washing machines, air conditioners, frost-free
refrigerators, and microwave ovens in 2003, LG has become the market leader. In
2004, LGEIL outperformed industry estimates by selling more over 1 million
refrigerators, breaking sales records in both the Direct Cool and Frost Free
segments.

The firm with the fastest rate of growth in the consumer electronics, home
appliances, and computer peripherals sectors is LG Electronics India. More than
50 lakh families in India receive excellent technology products from LG Electronics
every year at a great value. The company, which holds a coveted position in the
GSM mobile phone market, earned revenue of Rs. 6500 crores in 2004 and
aspires to reach a revenue of US$10 billion by 2010. In its plant in Pune, it has
already begun producing GSM phones.

As part of its corporate social responsibility efforts, LG India has also been
involved in a number of initiatives. LGEIL is pleased to have adopted roughly 24 of
the nearby villages near our facilities in Greater Noida. LG offers free exams and
daily medication distribution as part of its Free Medical Care Program. LGEIL is
also creating chances for people to work for themselves by teaching them how to
knit, sew, etc. In addition to all of this, LG also frequently dispatches veterinarians
to these settlements. In addition to all of this, LG India is one of the very few
businesses in the nation with an internal Department of Energy, Environment,
Safety, and Health. Energy conservation, environmental concerns, workplace fire
and safety, as well as other tasks are all addressed by this role for the welfare of
the workers, occupational health.

VISION OF LG INDIA PVT.LTD.

By offering cutting-edge goods and cutting-edge designs, LG Electronics hopes to
establish itself as a truly global digital leader. By 2010, the company wants to be
one of the top three global consumer electronics
and telecoms companies. To do this, we have adopted the motto "Great
Company, Great People," realizing that only exceptional individuals can build a
fantastic organization.

AWARDS
24th of October 2007, New Delhi: By receiving the Electronics and Computer
Software Export Promotion Council of India's (ESC) award for excellence in
exports of electronic hardware today, LG Electronics India Pvt. Ltd. set a new
record. After reaching a milestone of USD 186 million in exports for the calendar
year 2006, this accomplishment is additional icing on the cake for the business.
This accomplishment has reaffirmed LG's leadership position both domestically
and internationally.

On October 24, 2007, at a ceremony held at the Hall Kamal Mahal of the Hotel
Maurya Sheraton, Sardar Patel Marg, New Delhi, Mr. Ajay Sapra, DGM, Corporate
Exim, LGEIL, and Mr. Jatin Madan, AGM, Exports, LGEIL, accepted the award on
behalf of LG. The Awards were given out by Shri A. Raja, Union Minister for IT and
Communications.

The Middle East, Asia, and Africa are among the most competitive markets for
consumer electronics, and LG has established itself as a leading exporter of a
variety of goods into those regions. For its outstanding export performance in
consumer electronics (CTV, Monitors, GSM, Personal Computers, and ODD) for
the fiscal year 2005-2006, LG received the prize. During this time, LG produced
exports of specified product categories totaling USD 133 Million.

GOOD INNOVATION
LG proceeds in a hierarchal manner. It is named as "LG WAY".
LG proceeds in a hierarchal manner.

From top to bottom:

No.1 LG is the VISION

"Jeong-DO" Management is Samsung unique application to ethics. Samsung 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 the goal of quality assurance
is to offer clients with products that are flawless and ensure their complete
pleasure.
LG V/S SAMSUNG
CODE OF CONDUCT SAMSUNG
Customer obligations and responsibility:
Honoring customers.

Value Creation and Value Provision

Fair competition:
Pursuit of Free Competition

Compliance with Laws and Regulations

Fair Transaction:
Equal Opportunity

Fair Transaction Procedure

Support and Aid for Business Partners

Basic Ethics for Employees

Basic Ethics

Completion of Duty

Self Development

Fairness in Performance

Avoidance of conflict with company interest

Corporate Responsibilities to employees
Respect for human dignity

Fair Treatment

Promoting Creativity

Responsibilities to society and country

Rational Business Development

Protection of stock holder interest

Contribution to social development

Environmental Conservation

LG INDIA
In January 1997, LG Electronics India Pvt. Ltd., a fully owned subsidiary of LG
Electronics, South Korea, was created after receiving approval from the Foreign
Investment Promotion Board (FIPB). In 1998, LG invested Rs 500 crores in the
construction of a cutting-edge manufacturing facility in Greater. Noida, close to
Delhi.

The LG corporate headquarters are in Greater Noida, India, at Plot No. 51, Udyog
Vihar, Kasna Road. This factory produced microwave ovens, air conditioners,
washing machines, and color televisions.

"Company is establishing a chain of upscale, exclusive showrooms." By the end of

the first quarter of this year, LG intends to open 60 upscale Brand Shoppes.
Currently, there are 83 LG stores in all, 45 of which are shops and 38 of which are
exclusive stores. Brand shops will be positioned in the premium market, and
customers interested in high-end and premium goods will make up the target
market. With a more interactive setting and additional lifestyle displays, LG Brand
Shoppe goes above and beyond the idea of a typical exclusive store, allowing the
consumer to truly experience the LG items in his or her own home.

With a 27% market share in consumer durables, LG Electronics India Ltd (LGEIL),
the industry leader, is developing a new image. The corporation will introduce a
new marketing plan in order to draw in innovative and youthful customers
throughout India. The business will spend Rs 360 crore on the process. The firm
with the fastest rate of growth in the consumer electronics, home appliances, and
computer peripherals sectors is LG Electronics India. More than 50 lakh
households in India are continuously served by LG Electronics' high-quality
technological goods at affordable prices. This year LGEIL is commemorating its
11th birthday. The largest R&D facility for LG Electronics outside of Korea is
located in Bangalore and is called LG Soft India. In order to serve LG Electronics,
we at SASI concentrate on specialized technological fields such biometrics
software, digital video broadcasts, and mobile application development. We are
driven to see rank among the top three brands globally by our love of technology,
commitment to the company, and excellent workplace culture.

A well-known consumer electronics business, LG Electronics Inc., has stated that

it anticipates a 15% increase in product sales in India in 2008. According to Moon
Bum Shin, managing director of LG Electronics India, the company has set aside
4.8 billion rupees this year for investment purposes in India. New products will be
manufactured and marketed using the aforementioned funds.

The original South Korean company LG Electronics, which has a presence in India,
reported that in 2007, it sold GSM mobile phones, color televisions, air
conditioners, and other home items worth 95 billion rupees ($2.4 billion) in the
Indian market. Shin predicted that 2008 sales would be close to 110 billion
rupees.

According to Shin, LG Electronics will focus on serving the high-end consumer

market in order to meet its goal, which will assist increase sales this year. Six (6)
percent of LG Electronics' $42 billion in annual global sales are generated in India.
The LG branch in India exports goods to 40 nations.
A Man of ideas, A man of substance. A man of vision, Shri Nandlal Madhavlal
Dhoot, the founder of the Videocon group, completed his education in
Ahmednagar, Pune and in Maharashtra, India. A successful sugarcane and cotton
grower, he boldly ventured forth and imported machinery from Europe, setting
up the Gangapur Sakhar Karkhana (Sugar Mill) in 1955, at a time when the village
had no electricity, thereby unleashing an industrial revolution. The die was cast.
Over the years, Nandlalji's pioneering spirit found expression in a myriad ways,
earning him the well-deserved reputation of the doyen of industrial activity in
Marathwada, India.

In early 80s, Nandlalji initiated his three sons Venugopal, Rajkumar and Pradeep
into the business. Through a technical tie-up with Toshiba Corporation of Japan,
he launched India's first world-class Color Television: Videocon,

Today, Videocon is a household name across the nation India's No.1 brand of
Consumer Electronics and Home Appliances, trusted by over 50 million people to
improve their quality of life.
ONIDA was started by G.L. Mirchandani and Vijay Mansukhani in 1981 in Mumbai.
[4] In 1982, ONIDA started assembling television sets at their factory in andheri,
Mumbai. Since then, ONIDA has evolved into a multi-product company in the
consumer durables and appliances sector.

ONIDA achieved a 100% growth in ACs and microwave ovens and a 40% growth
in washing machines last year. ONIDA came out with the famous caption
'Neighbour’s envy, Owner's Pride', another popular theme of the ads was a devil
complete with horns and tail in the 1980s. The devil was replaced by a married
couple- Siddharth and Ritu.
CONSUMER ELECTRONICS

OVERVIEW

The consumer electronics market is valued at $25 billion in 2006 and is growing at
a rate of 20% per annum.

PRODUCT COVERED

The consumer electronics sector can be segmented into VCD/DVD, home theatre,
music players, and color televisions (CTVs), MP3, digital cameras, laptop etc. and
white goods, such as, dish washers, air conditioners, water heaters, washing
machines, refrigerators, etc.

MAJOR PLAYERS

Before economic liberalization, there were only a few players like Kelvinator,
Godrej, Allwyn, and Voltas in the consumer durable market 90% of the market
was captured by these companies alone.

Then, after the liberalization, foreign players like LG, Sony, Samsung, Whirlpool,
Daewoo and Aiwa came into the picture. And today, these players control major
share of the consumer durable market.
Consumer electronics market is projected as shown in the
graph

Series 3
6

4
Series 3
3

0
2000-01` 2001-02 2002-03 2003-04
Overview of Samsung's history

SAMSUNG

The center of operations for Samsung's South West Asia Regional business is
located in India. In addition to India, the South West Asia Regional Headquarters
also oversees Samsung's operations in Nepal, Sri Lanka, Bangladesh, the Maldives,
and Bhutan. In less than ten years since it began operations in India in December
1995, Samsung India has grown its sales to over US$ 1 billion.

Samsung India, which has its main office in New Delhi, has a network of 19 Branch
Offices spread out around the nation. The Samsung manufacturing complex,
which houses production lines for refrigerators. washing machines, color
televisions, and color monitors, is situated in Noida, close to Delhi. From its Noida
manufacturing facility, Samsung exports "Made in India" products such
refrigerators, color televisions, and color monitors to the SAARC, CIS., and Middle
Eastern nations. Over 1600 people work for Samsung India now, with 18% of
those people employed in research and development.
Chapter 4

The analysis and

Interpretation of data

The analysis and interpretation of data

Q1. Which brand are you using?

10

25 OTHER
SAMSUNG
LG

20
ACKNOWLEDGEMENT
The most awaited moment of successful completion of endeavour is
always a result of persons involved explicitly or implicitly there in. It is
impossible without the help and guidance of the people around to carry
on this research work.

I take the opportunity to express my sincere gratitude to each and

every person who gave me the guidance and help for preparing the
report.

I take this opportunity to thanks to Chairman, Vice Chairman, TPO,

Mentor, Friends and CIMAGE Patna for providing me an opportunity to
work for this research.
I am also desirous of placing on record profound indebtedness to our
Research Mentor-Nitish Kumar, Prof, CIMAGE Professional College
Patna and all the members of faculty of CIMAGE, Patna for the valuable
advice, guidance and support that they offered.

Last but not the least; I would also like to thanks all the respondents for
giving me their time and relevant information.

GROWING TO BE THE BEST:

By the year 2006, Samsung India wants to be India's "Best Company." "Best
Company" in terms of the internal working environment and the operating
environment outside the company. Samsung wants to expand in India by
bolstering the Indian economy and enhancing the quality of life for its customers
through the creation of high-caliber products.

"Our aim is to gain technological leadership in the Indian marketplace even as our
goal is to earn the love and respect of more and more of our Indian consumers."

(Mr. S.H. Oh, President & CEO)

Samsung South-West Asia Regional Headquarter.

MANUFACTURING:

Samsung's expansive Noida Complex is home to the company's cutting-edge,

highly automated manufacturing facilities. Samsung India takes great satisfaction
in its Manufacturing Value Innovation which has earned it the top productivity
ranking among all Samsung subsidiaries and recognition as the subsidiary with the
"Best Quality System."

As of the year 2004, the following Samsung devices could be produced in India:

PRODUCT CAPACITY DETAILS

CTV
1.5 million Curved & Flat TVs

Color
1.5 million CRT & TFT LCD Monitor

Monitor
0.6 million Frost-free and Conventional Refrigerators

Refrigerator

Washing Machine

0.5 million Fully Automatic and Semi Automatic

AC

0.4 million Window and Split ACs

Samsung India collaborates with and supports the growth of the national
component industry in the nation. The business is collaborating with its suppliers
to enhance the efficiency of its production processes. In order to assess their own
processes, Samsung vendors are therefore deployed to various Samsung
subsidiaries to meet with Samsung abroad vendors. Additionally,

Samsung is educating its suppliers on eco-partnership so that the parts they

produce adhere to ROHS standards and are "environment friendly."
VISION OF SAMSUNG INDIA PVT. LTD.

Leading the Digital Convergence Revolution is SAMSUNG Electronics' ambition,

and "Digital Company" is how we intend to achieve it.

There are two prerequisites for becoming a "Digital-Company," and the first is
unmistakably about being "Digital" and creating goods that stimulate digital
integration throughout our entire organization, not just digital ones. The use of
Processes connecting R&D, production, and marketing to customers, partners,
and the market-disciplined approach is how we add value to every link in our
supply chain, including product data and customer relationships through.

Enterprise Resource Planning (ERP). This is the second component of being a "".

To create a complete solution for the digital convergence era, SAMSUNG

Electronics will network key components such memory chips, system-LSI, and
LCDs as well as A/V, computers, telecommunications devices, home appliances,
and other stand-alone goods.

AWARDS
Manufacturing Value Innovation - Gold Award for Productivity, Cost, Speed at the

Visual Display Plant November 2004.

Management Innovation Award - December 2004

Samsung Quality Award-November 2004 for Color Television & Color Monitor
Plants

Samsung’s Innovation Award - November 2004 for Refrigerator Plants.

COMMUNICATION STRATEGY OF LG

Tag line "Life's Good".

Brand ambassador "Abhishek Bachchan".

LG positioned itself as an Indian brand. They are hitting the emotional attributes
of Indian consumer.

The warmth and affection that a brand showers upon its target audience will be
reciprocated.

For Television market they are using child, because child plays the role of
influencer in purchase of TV sets.

LG home appliances communication message is totally based on health message

like.

"Golden eye technology" and "Intello".

They want to position the brand as being young, vibrant and premium. So they
picked Abhishek as he portrays Indian values.
COMMUNICATIONSTRATEGY OF SAMSUNG

Tag line "Everyone's Invited or Its hard to Imagine"

Brand ambassador "Amir Khan".

Samsung the second market in home appliances in India.

Brand communication message "Digit All Inspiration".

They positioned themselves as a brand which offers freshness and technology

strong. - Samsung in India signed seven cricket celebrities to cash the image and
popularity of cricket.

In order to create brand awareness, they came up with Team Samsung India.

• They want to tap their target audience by offering them fresh product.
ONIDA TODAY

ONIDA is a popular electronics brand in India. ONIDA has a network of 33 branch

offices, 208 Customer Relation Centers and 41 depots spread across India. [6] As
on 31 March 2005, ONIDA had a market capitalization of 301.46 crore.

Mire Electronics won an "Award for Excellence in Electronics" in 1999, from the
Ministry of Information Technology, Government of India.

ONIDA with its Sales & Marketing office in Dubai reported a 215 per cent export
growth in two years, setting the base for an increased robust international
presence.

In addition to the Gulf countries ONIDA has now a sizeable presence in Russia,
Ukraine and neighboring CIS countries, ONIDA has already crossed 100000 marks
in CTV exports to Russia in a span of just 2 years and plans to grow in these
markets at a much faster pace.

Apart from Television Exports to Russia, ONIDA also exports DVD Players and
High end LCD Televisions.

Ranked 34th most trusted brands in India according to The Brand Trust Report
published by Trust Research Advisory.
Chapter 3

Research Methodology

Research Design

Sample

Techniques for gathering data

Limitation
RESEARCH METHODOLOGY

HYPOTHESIS:

The marketing strategies for Samsung's and LG's white goods products are
identical. The following is the structure of this project. The scope of the study and
sample design that follows includes the following:

RESEARCH METHODOLOGY

The project's backbone is its research technique. Without a comprehensive, well-

structured research plan. It is impossible to finish the study and arrive at any
conclusions. The project's foundation was the survey plan. The primary goal of the
survey was to gather relevant data that could be used as a foundation for
conclusions and results.

Thus, using a structured approach to tackle the research problem is what is meant
by research methodology. In addition to discussing the methodologies employed
in a research study, research methodology also discusses the reasoning behind
those methods and explains why a certain method was chosen over others.
RESEARCH DESIGN

The rising complexity of the market and the marketing strategies available to the
researchers are the main reasons why research design is significant.

In actuality, it is essential to the development of effective marketing tactics and

software developers. It is an essential instrument for researching consumer
habits, brand loyalty, and market trends.

The methodology and steps to carry out a certain study are laid out in a research
design. Research design, in the words of Kerlinger, is "a plan, conceptual
structure, and technique of investigation imagined as to gain answers to research
questions and to control variance."

Research techniques and methodologies are defined by research design. The

organization wanted to know the demand for various consumer durable products,
information about the competition, and prospective LG and SAMSUNG techniques
to be employed for the study among retailers and dealers. However, it was a one-
on-one conversation alone.
TYPES OF RESEARCH

DESCRIPTIVE RESEARCH

Descriptive research methodology has been used for the study. When a
researcher is curious about a certain group's characteristics, such as age, sex, level
of education, occupation, or wealth, a descriptive study is frequently conducted.
A descriptive study may be required in situations where a researcher is interested
in learning the percentage of a population who behave in a certain way,
generating predictions about a certain topic, or figuring out the correlation
between two or more variables. Such research aims to provide answers to the
"who, what, when, where, and how" of the topic under study. Descriptive studies
are perceived as being truthful and straightforward in general. It is possible that
this is false. Complex descriptive studies, that call for a high level of scientific
expertise on the researcher's behalf.

Descriptive studies are well structured. An exploratory study needs to be flexible

in its approach, but a descriptive study in contrast tends to be rigid and its
approach cannot be changed every now and then. It is therefore necessary, the
researcher give sufficient thought to framing research.

Questions and deciding the types of data to be collected and the procedure to be
used in this purpose. Descriptive studies can be divided into two broad categories:
Cross Sectional and Longitudinal Sectional A cross sectional study is concerned
with a sample of elements from a given population. Thus, it may deal with
household, dealers, retail stores, or other entities. Data on a number of
characteristics from sample elements are collected and analyzed. Cross sectional
studies are of two types: Field study and Survey. Although the distinction
between them is not clear- cut, there are some practical differences, which need
different techniques and skills. Field studies are ex-post-factor scientific inquiries
that aim at finding the relations and interrelations among variables in a real
setting. Such studies are done in live situations like communities, schools,
factories, and organizations.

Another type of cross sectional study is survey result, which has been taken by
me. A major strength of survey research is its wide scope. Detail information can
be obtained from a sample of large population. Besides; it is economical as more
information can be collected per unit of cost. In addition, it is obvious that a
sample survey needs less time than a census inquiry.

Descriptive research includes survey and fact finding enquiries of different kinds
of the major purpose. Descriptive research is description of the state of affairs, as
it exists at present.

The main characteristic of this method is that the researcher has no control over
the variables, he can only report what has happened or what is happening. The
methods of research utilized in descriptive research are survey methods of all
kinds including comparative and co relational methods.

The reason for using such needs to be flexible in its approach, but a descriptive
study in contrast tends to be rigid and its approach cannot be changed ever now
and then.
Techniques for gathering data - After defining the research problem, we
must decide which kind of data to use for the study. To get the data. at this point,
a field survey must be planned. Having access to important and practical data is
one of the key instruments for performing market research.

This study was created using information gathered from retailers and dealers as
well as historical data compiled from numerous studies carried out in recent years
and various other company records.

PRIMARY DATA

Personal interviews with retailers and dealers were used to gather these data. In
order to collect all the information required, questionnaires were created for this
purpose.

For primary data collection, we have to plan the following four important aspects.

Sampling

Research Instrument

SECONDARY DATA

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

The Company's profile, journals and various literature studies are important
sources of secondary data.

DATA ANALYSIS AND INTERPRETATION

Questionnaires

Pie chart and Bar chart

Questionnaires

The most used tool for data collection is this one. A questionnaire
includes questions that the researcher wants to pose to his
respondents, questions that are always informed by the survey's goal.

Pie chart

This diagram is particularly helpful for representing facts that are

broken up into different categories. A circle is divided into a number of
sectors in this diagram, each of which is proportional to the values it
represents. The whole create is a representation of the overall worth. A
comparison between different components or between a portion and
the entire set of data can be done using the diagram's bar chart.

Bar chart

This is another way of representing data graphically. As the name

implies, it consist of a number of whispered bar, which originate from a
common base line and are equal widths. The lengths of the bards are
proportional to the value they represent.
PREPARATION OF REPORT
The report was based on the analysis and presented with the findings and
suggestions. The sample of the questionnaires is attached with the report itself.

SAMPLING METHODOLOGY

Details of the sampling methodology, I have made questionnaire. The one is made
for the Customer.

No. of questions in questionnaires for customer: 07

No. of question related to LG product: 03

No. of people met during the research: 200

No. of respondents during the research: 50

SAMPLE UNIT

Professionals, Business man, Employees, House wife, Working women,

Students.

SAMPLING METHOD

Random Sampling method

SAMPLE SIZE

10 Dealers

RESEARCH TOOL

Questionnaires
LIMITATIONS

Every study has certain limitations. In this study, also there were certain
limitations, which could not able to solve.

1. The research was conducted in a very small area.

2. This research work period witness the biggest ups and downs in product sale of
different brands which affected the perception of the customer. This was biggest
drawback of my study.

3. Time factor was also important for me. I had only 45 days to complete my
research, for which a full-fledged report was insufficient for me.

4. The customer filled the questionnaire mostly in careless manner, so it was

difficult to make them hold for time.

5. Only the upper-middle class family was considered while filling up this
questionnaire, whereas an average middle class family would have made a good
choice as well for the study,
SURVEY AND DATA COLLECTION

Primary data was collected through formal structured questionnaires, which were
administered personally. The structured format ensured greater control over
responses and facilitated easy tabulation, editing and analysis.

✓ Steps involved in this process are as follows:

First step was the literature review about the research topic and then the
preliminary proposal was prepared. For all these internet, news paper was
explored.
The next step involved was selecting research topic and assessing the feasibility of
topic regarding research and developing hypothesis for which I contacted my
mentor.

Then, questionnaire for the interview was prepared. It was the most critical and
important phase.

The whole research and it relevance was based on the right questionnaire.

Then, all data gathered was sorted, compiled and arranged for analysis.
CUSTOMER SURVEY RESEARCH

Secondary supports are crucial in the minds of customers and raise awareness
among them. Demonstration, exhibition, and even sponsors are examples of
secondary support.

The majority of consumers do not purchase consumer durables during

exhibitions, according to the report. Just to see the newest model from the
company, they go to exhibitions.

The showrooms or corporate showrooms are where they wish to purchase.

Service is significant to them. Service is a crucial aspect in addition to convenience
and other things.

Additionally, the majority of customers do not wish to use financing to buy

durable goods.

There was a lot of demand on weekends, thus several ISDs were appointed on
that day.

Additionally, live demo calls aid in sales. Exchange offers can lead to sales as well.
 Customers are becoming extremely selective when making purchases, thus it is
crucial for businesses to cultivate brand loyalists.

According to our poll, LG has the largest market share across all categories. LG
dominates the categories of LCD, refrigerator, washing machine, and CTV.

In the TV and ref. categories, there is fierce competition between LG and

Samsung.

The product is well known and always on customers' minds.

Customers are becoming extremely selective when making purchases, thus it is

crucial for businesses to cultivate brand loyalists.
LIMITATION

The number of participants in the interview was limited (10). The study
will be more accurate and close to reality if the sample size was larger
since the confidence interval would be wider.

Another drawback was that the study's focus was restricted to Mathura
because it would have been impractical to conduct personal interviews
in other cities.

The questionnaire created for interviews has its own restrictions; it

cannot fully address the complexity of the subject. Only a few
significant topics are included in the questionnaire.
Reference

The majority of the project has been primarily our own research finding
and endeavor. Wherever the support of the Internet and books has
been taken, the name of sites and books used are as mentioned
below:-

C.R. Kothari (Business Research Methodology)

Naresh K. Malhotra - Marketing Research & Applied Orientation (4th

Edditon)

Business Line Newspaper

LG Magazine

Samsung Magazine

www.Igindia.com

www.LG.com

www.samsung.com

www.google.co.in
CONCLUSION

It would be wise to communicate the most important lessons discovered from

this study before drawing a conclusion. These have been listed below in the
following order:

The unique learning from this project was that it gave us firsthand insight to the
white goods market and the level of satisfaction of its customers.

O Since everyone has a unique personality and attitude, effective communication

is essential when dealing with customers.

Organizing in-depth understanding of Indian white goods market, consumer

loyalty, and consumer behaviour.

The world's leading manufacturer of home appliances is LG Electronics &

SAMSUNG Electronics Digital Appliances Company, committed to improving
customer lifestyles through its fashionable and cutting-edge products by providing
innovative solutions for consumers' daily lives.
RECOMMENDATIONS AND SUGGESTIONS

The number of sales generated by exhibitions is not very high, yet they
nevertheless need to be held frequently. This aids in spreading consumer
awareness of the goods, which ultimately aids in sales.

Additionally, it aids in new product advertisement. The revolutionary LCD

SCARLET was advertised in this exhibition, for example. Always put the customer
first as a business,

As LG also feels that "JO DIKHTA HAI WO BIKTA HAI" and in SAMSUNG that "AB
KULKHE JEEYO INDIA," display share should be enhanced where there is less than.
50%

Service should be improved by the company. Although the company's products

theoretically have an advantage over those of rivals, in the long run, this could
hurt the company's profitability.

The company has to focus more on its three main revenue generators: LCD, IT,
and GSM. Effective branding and advertising are important because they leave a
lasting impression on customers.

As some sub dealers have the potential for huge sales, the company should also
take care of their needs.
Chapter 5

Research & Recommendations

Suggestion

Conclusion

References
Growth

Consumer Durable/ White Goods Growth

Air Conditioner 20-25%

Refrigerator 5-10%

Microwave Ovens 25%

Washing Machines 5-10%

Consumer Electronics (Overall) 9%

GROWTH DRIVERS

The electronic market is expanding quickly due to increased living standards for
consumers, easy access to consumer finance, increasing consumerism, rising
disposable income, and a wide range of options due to the entry of numerous
foreign players. But occasionally there can be an oversupply problem because
there are so many participants in the consumer electronics sector.
Q3. While purchasing consumer durable which parameter influences you?

a.Price b.Product feature c.Brand d. Service e.Durability

price
product feature
brand
service
durability

INFERENCES

Price is important to 30% of customers. Therefore, it demonstrates how price-

sensitive Indian customers are. They prioritize price over brand more often than
not.

26% think brands are important. Therefore, for customers, price and brand are
quite important. They also seek the greatest brand at the lowest price.

19% place a high value on the features service 16% and durability 9%. Customers
place more importance on service than durability and are less concerned with it.
Q4. You prefer to buy from the same as you have mentioned in Q.3 because of
the following reasons

Attractive Price

Service

Demonstrations

Convenience

Column1

14%
22%

OFFEER
ATTRACTIVE PRICE
DEMONSTRATIVE
SERVICE
23% CONVENIENCE

27%

14%

INFERENCES

Customers buy from showrooms because of the service and convenience. These
are two main factors.

Customers are preferred to buy from the showroom because of they think that
these convenient store may provide good after sell service.

Customer also thinks that there is more chance to bargain and they can get more
discounts in these showrooms.

O Price also a factor that attract the customer in these showrooms.

Q2. Have you purchased any consumer durable during Exhibitions?

Sales

35% YES
NO

65%

INFERENCES

65% of customers have not bought any consumer durables from exhibits. Only
35% of people have made a purchase.

It demonstrates that consumers attend exhibitions to learn more about the

products and to determine whether or not there is a real pricing difference
between the exposition and shops.

The consumer wants to compare various brands that are offered at the show.

Exhibitions are thus more effective at raising brand awareness.

People are less inclined to buy products at shows.