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A PROJECT REPORT ON DEALER SATISFACTION OF LG PRODUCTS WITH THE CONSIDERATION OF CUSTOMER VALUE AND SATISFACTION
In Meerut region during 15 Feb to 8 March
Submitted To: Resp. Mr. Shushant Mittal Sir
Submitted By:SHIVANI ARORA YAMINI MUDGAL GOVIND SHARMA RAMESH ROY PGDM (IInd sem.)
Acknowledgement
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It is indeed of great moment to pleasure to express my senses of per found gratitude gratitude & indebt ness to all the people who have been instrumental in making my tanning a rich experience. I got the opportunity to do a challenging project in dealer. The project is the important important part of our study and gives us a real practical exposure exposure to the corporate world and it is almost impossible to do the same without the guidance of peoples in and around us. Practical study is the area which confirms confirms the theoretical theoretical idea of a subject. Both are essential tool in order to provide any marketing strategy, design implementation implementation and their uses. The survey is nothing nothing but gathering gathering data of any any theore theoretical tical marketing marketing strategy strategy.. These These two two aspects are in similarity to the learning and knowledge. knowledge. I acknowledge the in depth guidance provided by Mr. Shushant Mittal sir. They are provided provided us the valuable information regarding RESEARCH METHODOLOGY. I am also thankful for providing me the computer lab as when required in order to complete the project in time I feel very pleased to express my gratitude to all those people who helped me out during the preparation of this project. At last but not the least I would like to thanks thanks to my friends and seniors for their valuable suggestions and encouragement .
PREFACE
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It is indeed of great moment to pleasure to express my senses of per found gratitude gratitude & indebt ness to all the people who have been instrumental in making my tanning a rich experience. I got the opportunity to do a challenging project in dealer. The project is the important important part of our study and gives us a real practical exposure exposure to the corporate world and it is almost impossible to do the same without the guidance of peoples in and around us. Practical study is the area which confirms confirms the theoretical theoretical idea of a subject. Both are essential tool in order to provide any marketing strategy, design implementation implementation and their uses. The survey is nothing nothing but gathering gathering data of any any theore theoretical tical marketing marketing strategy strategy.. These These two two aspects are in similarity to the learning and knowledge. knowledge. I acknowledge the in depth guidance provided by Mr. Shushant Mittal sir. They are provided provided us the valuable information regarding RESEARCH METHODOLOGY. I am also thankful for providing me the computer lab as when required in order to complete the project in time I feel very pleased to express my gratitude to all those people who helped me out during the preparation of this project. At last but not the least I would like to thanks thanks to my friends and seniors for their valuable suggestions and encouragement .
PREFACE
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A project training program has been incorporated incorporated in the PGDBM curriculum of "Institute Of Productivity and Management" where the surveyor surveyor (student) has to apply all experience and knowledge, which he has gained during his management study. A project gives training where the surveyor has to prepare a synopsis by interpreting interpreting the data, which they received in the form of answers of his questions, which he has prepared during his project work. The student has to apply all his classrooms classrooms and practical study in such a way that they receives the response as per there wish. As we are in the initial stage of our management study so this project has helped us a lot and helped us to clearly understand the marketing behavior and to closely face the marketing trends, which would help us in our near future, so that we can sustain ourselves in adverse marketing situation situation and bring out a perfect solution whenever required. So in this project, which was assigned to us , I have undertaken undertaken the survey on dealer satisfaction of LG products. In Meerut region. I have applied all my experience which I have gained during my study period.
index
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Introduction…………... ..1 ………………………………………………..1 Company profile….………………………………. ..2 …………………..2 Vision .
………………………………………………………… …………..7 Global opportunities……………………………………… …………9 Slogan……………………………………………… ……………………. 11 Mission……………………………………………… ……………………15 Quality innovation…………………………………………… ……..16 Code of conduct of LG……………………………………………..17 LG India………………………………………………… ………………..19 objective…………………………………………… …………………...22
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Research methodology……………………………………….. ....24 Data analysis……………………………………………… ……………27 Findings……………………………………………… ……………….….38 Suggestions and recommendations…………………….....39 Limitations………………………………………… ……………………40 Conclusion………………………………………… ……………………42 Bibliography………………………………………… …………………43 Questionnaire……………………………………… …………………44
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INTRODUCTION Dealer behavior is the study of how he purchases, how he sells, how they get feedback from consumers and after that he came to conclusion about particular LG product. It is a subcategory of marketing that blends elements from different fields. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics, psychographics and behavioral variables in an attempt to understand peoples wants. It also tries to assess influences on the consumer from groups such as Family, friends, reference groups, and society in general. By understanding the consumer, we will be able to make a more informed decision as to which strategy to employ.
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History of LG company
About LG Group The LG Group is South Korea's third largest conglomerate]] that produces electronics, mobile phones, and petrochemical products and operates subsidiaries like LG Electronics, LG Telecom, Zenith Electronics and LG Chem in over 80 countries. LG Group sponsors the LG Cup Go Tournament. LG Group founder Koo In Hwoi established Lak Hui Chemical Industrial Corp. in 1947.[3] In 1952, Lak Hui (currently LG Chem) became the first Korean company to enter the plastics industry. As the company expanded its plastics business, it established GoldStar Co., Ltd., (currently LG Electronics Inc.) in 1958. In 1959, Goldstar produced Korea's first radio. Many consumer electronics were sold under the brand name GoldStar, while some other household products (not available outside South Korea) were sold under the brand name of Lucky. The Lucky brand was famous for its hygiene products line such as soaps and Hi-Ti laundry
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detergents, but most associated with its Lucky and Perioe toothpaste. In 1995, it was renamed "LG", the abbreviation of "Lucky GoldStar". More recently, the company associates its tagline "Life's Good", with the letters LG.
About LG Company Established in 1958, LG Electronics, Inc. (LG) is a global leader and technology innovator in consumer electronics, home appliances and mobile communications, employing more than 82,000 people working in over 110 operations including 81 subsidiaries around the world. With 2007 global sales of USD 44 billion*, LG is comprised of four business units - Mobile Communications, Digital Appliance, Digital Display and Digital Media. LG is the world's leading producer of CDMA/GSM handsets, air conditioners, front-loading washing machines, optical storage products, DVD players, flat panel TVs and home Theater systems.
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LG has created reputation for progressive technology and innovation with the release of some of the latest technological developments in consumer electronics, home appliances and IT products. For example, LG is currently the world's number one manufacturer of plasma display modules. LG Electronics' goal is to enable the intelligent networking of digital products that will make consumers' lives better than ever. LG Electronics has established itself as a major international sports sponsor with partnerships including the LG Super Racing Weekend touring cars tournament in conjunction with Eurosport and the ICC cricket tournaments for example the ICC Trophy in England 2004 and the Cricket World Cup 2007. In 2005 LG are proud to sponsor all of ITV's Formula 1 coverage for the duration of the 2005 F1 season. For more information, visit the sponsorship page. 2005 will see LG strengthen our range of large screen, HD and Digital Ready Plasma and LCD TV's. Our TV products are not just leaders in technology and innovation but also offer sleek design and style, our TV products really will be the centre of attention this year. This year our Digital Appliances will reinforce our presence in the UK in 2005. New and unique products will see us playing a major role in the home appliances market. Flagship products
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that will lead our ranges include a stylish Side by Side Refrigerator with built in LCD TV, large capacity Direct Drive Washing Machines, round cavity Microwaves and new Vacuum Cleaners with multi-cyclonic technology. Also new in 2005 are LG's stylish and innovative 40 & 80 series LCD Monitors and a growing range of the award winning Optical Storage Super Multi Drives.
Corporate Name
LG Electronics U.K. Ltd
Established
January 30th 1985
Company Number
02143888
The Place of registration
Registered in England and Wales
Corporate Office
LG House, 250 Bath Road, Slough, Berkshire, SL1 4DX Tel: 01753 491500 Fax: 01753 693 061 URL: http://uk.lge.com
esident
Mr Brian Na
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Vision LG Electronics continues to pursue its 21 st century vision of becoming a worldwide leader in digital — ensuring customer satisfaction through innovative products and superior service while aiming to rank among the world's top three electronics, information, and telecommunications firms by 2010. On our way, we hold tight to a philosophy of "Great Company, Great People," underscoring our belief that only great people can create a great company. LG strives for greatness in what we've identified as our three core capabilities: Product Leadership, Market Leadership, and People Leadership — each strength a key part of realizing our growth strategies for "fast innovation" and "fast growth".
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VISION Global Top 3 by 2010 Global Top 3 Electronic/Telecommunication company GROWTH STRATEGY "Fast innovation, Fast growth" CORE COMPETENCY "Product leadership, Market leadership, People leadership" CORPORATE CULTURE No excuse, "we" not "I", Fun workplace
Global Operation
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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 LG
3.
Telecom
4.
LG Powercom
5.
LG Twins LG
6.
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
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Digital display a)
Plasma TVs ,
b)
LCD TVs ,
c)
Micro Display Panel TVs,
d)
Monitors,
e)
PDP Modules,
f)
OLED Panels, USB
g)
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
SLOGAN
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"Life's Good" represents LG's determination to provide delightfully smart products that will make your life good.
The LG Electronics Life's Good signature consists of the LG logo, seal, and the slogan, "Life's Good" set in Charlotte sans typeface curved around the LG symbol. The curving of the slogan reinforces LG's personality and uniqueness. The consistent usage of this signature clearly establishes the unique identity of the company and unifies every division and product from LG Electronics across the globe.
THE SYMBOL
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The symbol of LG is the face of future. The letter "L" and "G" in a circle symbolizes world, future, youth, humanity & technology.LG philosophy is based on humanity. It also represents LG's efforts to keep close relationship with our customers around the world. The symbol consists of two elements. 1. The logo in LG gray 2. The stylized image of human face in the unique LG red color. Red color represents our friendliness and gives a strong impression of LG's commitment to deliver the best. The circle symbolizes The Globe. The stylized image of a smiling face in the symbol conveys "Friendliness and Approachability". The one eye on the symbol represents "Goal-oriented, Focused & Confident". The slogan of LG is "Life's Good". It expresses "Brand's Value, Promises, Benefits, Personality.
THE PARTNERSHIP----LG Electronics chooses to promote harmony and build constructively on a labor-management relationship rather than an employee-employer relationship. This illustrates that management and workers are not in a vertical relationship, but in a horizontal one. This culture is necessary for LG Electronics as it strives to become one of the world's top companies. Such a relationship is transformed into a valuecreation relationship whereby both parties endeavor to address mutual problems and create new values together.
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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
1. Reliable products 2. Simple design 3. Ease of use 4. Extraordinary Experience
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Personality describes the human characteristic that are expressed to the customer through 1. Trustworthy, Considerate 2. 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.
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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
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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( MANAGEMENT IN ACTION ( LG's management system)
" 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
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Code of conduct of LG :
1. Responsibility and obligations to customers :
• Respect for Customers • Creating Value • Providing Value • 2 Fair competition
• Pursuit of Free Competition • Compliance with Laws and Regulations
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•
Fair Transaction : 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
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• 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:
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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-ofthe art manufacturing facility at Greater Noida, near Delhi, in 1998, with an investment of Rs 500 Crores. LG corporate office is located at Plot no.51, Udyog Vihar, Kasna Road, Greater Noida, India. This facility manufactured Color Televisions, Washing Machines, AirConditioners 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 shoppes and 38 are exclusive stores. Brand shoppes 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 crore.
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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 11th 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
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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.
India challenges 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. Compitition from local market players and other MNCs in consumer durable segment. 5. Price sensitiveness of the Indian consumer
Objective
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1. To find out the dealer satisfaction with the consideration of Customer value. 2. To determine the role of media in marketing awareness of existing and its latest innovative technology. 3. To identify the factor and features by which a consumer influenced to buy the LG products. 4. To find out the services provided by the LG is appropriate or not.
OBJECTIVE OF THE STUDY
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The objective was to find out the dealer satisfaction of LG products, role
of media in marketing awareness of LG products from dealers and the services they are getting from LG so that if any problems then can be resolved to increase the sale.
PICTURE SHOWING THE PRODUCT OF LG IN ONE OF THE SHOP
RESEARCH METHODOLOGY:
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Research comprises defining and redefining problems, formulating hypothesis or suggested solutions, collecting, organizing and evaluating data; making deductions and reaching conclusions to determine whether they fit the formulating hypothesis.
RESEARCH METHODS OF MY PROJECT : DESCRIPTIVE RESEARCH:
Descriptive research includes surveys, fact-findings enquiries of different kinds. The major purpose of this research is description of the state of affairs, as it exists at present. The main character of this method is that the researcher has no control over the variables; he can only report what has happened or what is happening. It also includes attempts by researchers to discover causes even when they cannot control the variables. The method of research utilized in descriptive research is survey methods of all kinds including comparative and co relational methods.
RESEARCH METHOD : Data collection method
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TYPES OF DATA:
In my project I have classified the data into two specific types: PRIMARY DATA PRIMARY DATA:
As it is known that primary data are
collected a fresh and for the first time, and thus happen to be original in character. So, in order to collect this type of data various methods are being used, such as: OBSERVATION QUESTIONNAIRE INTERVIEW
SAMPLE DESIGN: The sample technique adopted is random
sampling method. Since sample is going to be chosen from different areas so it is geographical sampling which is predefined so as to get maximum information, which rare true and reliable without biasness.
SAMPLING METHOD:
Random sampling
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SAMPLE SIZE:-
I have used sampling method for survey purpose. The sample size for questionnaire is 20. PERIOD OF STUDY:
This study is carried out for a period of 15 days. It commenced on 21thFerburary 2009 and completed on 5th March 2009. FIELD AREA:
This research study work is carried out in MEERUT.
RESEARCH INSTRUMENT:
The research instrument for the purpose was questionnaire and some personnel interviews of some whole sellers.
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Data analysis
Q1-You are dealing with the LG brands from?
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No of years
No of respondents
%age of respondents
5 years
10
50%
5-10 years
6
30%
More than 10 years
4
20%
%ageof dealersdealingwithLGbrand
5years
20%
5-10 years 50% 30%
morethan 10 years
Interpretation: - Above graph shows that half of the dealers selling from 5 years and rest of them more than 5 years that means they are satisfied with company. So they are doing regularly.
Q2-Which products of LG are most preferable by customers? Product
No of respondents
%age of
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respondents TV
8
32%
Washing machine
4
16%
Refrigerator
5
20%
AC
2
8%
Computer
4
16%
Mobile
2
8%
% geofsalingofproducts a
TV
8%
16%
32%
WM .. R fr e A.C .
8%
20%
16%
C m uters op M bile o
Interpretation:-This chart is showing that %age of sales of TV is 32% which is more than that of others. It means the selling of TV is more than that of other LG products Q3. In which season the selling of products is more? Months
No of respondents
%age of respondents
Jan-March
3
15%
Apr-June
9
45%
35
July-Sep
1
5%
Oct-Dec
7
35%
selling of product
1 5%
35%
jan-mar apr-june july-sep oct-dec
5%
45 %
Interpretation:-This chart is showing that in the month of April to June the sales of LG products is very high than that of other which is 4%.it mean it may after that in the month of October to December the sales of LG product is also more.
Q4.Which factors influence the consumers to purchase the LG products? Factors
No of respondent
%age of respondents
Quality
4
18%
Price
3
14%
Sales promotion activities 2
9%
36
Brand image
12
54%
Services
1
5%
%age of factors influence consumer to purchase LG product
quality 5%
18%
p
14% 54%
9 %
r i c e
s a l e s p r o m o t i o n a c t i v i t i e s b r a n d i m a g e
s e r v i c e s
Interpretation:-Brand image is influenced most of the people to purchase the consumer durable.
Q5.Opinion of the credit facilities are provided by the company? Level of satisfaction
No of respondents
%age of respondents
Very satisfied
24
10%
Somewhat satisfied
11 3
20%
Somewhat dissatisfied
55%
Very satisfied
15%
37
%age of level of satisfaction of dealers
very satisfied 10%
15%
20%
somewhat satisfied somewhat dissatisfied
55%
very dissatisfied
Interpretation: - the dealers are not getting the credit facility by the LG which make them more dissatisfied.
Q6. Media plays an important role of making the awareness of the product. What do you think? Percentage
No of respondents
20%-30%
1
30%-50%
4
38
30%
50%-70%
9
70%-90%
6
5%
20%
20%-30% 30%-50% 50%-70% 70%-90%
45%
Interpretation:-60%to 70% of the people get aware from media. Q7. What are the factors in media which makes the consumer more attentive towards the new, improved and innovative products and technology? Factors of media
No of respondents
%age of respondents
Television
17
59%
News paper
521
17%
2
14%
Internet Magazine
3%
Hoardings
7%
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% of respondents
3%
7%
television
14%
news paper intrnet
17%
59%
magazines hoardings
Interpretation: - the factor in media which makes the consumer more attentive towards the new, improved and innovative products and technology is Television which plays important role in advertisement in comparison to others. Q8. Are you satisfied with the promotional activities of the company? Level of satisfaction
No of
%age of
respondents
respondents
Very Satisfied
2
10%
Somewhat satisfied
13
65%
Somewhat dissatisfied
50
25%
Very dissatisfied
0%
40
%of respondents
very satisfied 25%
0%
10% somewhat satisfied somewhat dissatisfied 65%
very dissatisfied
Interpretation:-This chart is showing that most of the dealers are somewhat satisfied with the promotional activities of the company because the %age of somewhat satisfied is more than that of other which is 65 % and 25% dealers are somewhat dissatisfied also.
Q9. What is your annual sale of LG products? Income level
No. of
%age of
respondents
respondents
Less than 5 lac
4
20%
5 to 10 lac
9
45%
10 to 15 lac
5
25%
More than 15 lac
2
10%
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%of respondent's annual income
10%
20%
>5 lac
25%
5-10 lac 10-15 lac <15 lac 45%
Interpretation:-By this chart we have come to know that the area where we have done survey the %age of annual income of dealers is more within the limit of 5 to 10 lac and after that the %age of 10 to 15 lac takes place. Q10. Are you satisfied with the distribution system of LG? Levels
No. of respondents
% of respondents
Satisfied
3
15%
Somewhat satisfied
12
60%
Somewhat dissatisfied
50
25%
Very dissatisfied
0%
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%age of respondents
very satisfied 25%
0%
15% somewhat satisfied somewhat dissatisfied 60%
very dissatisfied
Interpretation:-By this chart we have come to know that 60%of dealers are some what satisfied with the distribution system of LG Company but 25% people are somewhat dissatisfied also and only 15% dealers are satisfied with the distribution system of company.
Research Findings i.e. Findings from the Research Work/Survey
One Dealer centre is closed in phase-2 due to improper demand. Most of the revenue generated by LG TV in the comparison to its others products.
With this research we find that the awareness about the LG products is more.
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The role of media is very effective in making people aware about the LG brand specially Television plays an important role to influence the peoples.
So we found that the products are many more with the dealers but the demand of Television is very high as selling of TV is much more than that of others.
After analyzing the data we find that LG having a good position in the market and almost taking advantages in every area as compared to the other brands.
We also get that customers get influenced by various factors and make their buying decision. The most influencing factor is brand image and advertising is the second influencing factor in buying decision.
Suggestions and recommendations
• Company should make advertisement of LG products aggressively in the way of hoardings which increase the more visualizes customer.
• Company should provide credit facility to the dealer in a better way by which they can increase their sale
• Dealers should consider the demand of people time to time so that they come to know what people want in a particular period of time.
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• LG needs to mend and maintain its service network and adopt a good pricing strategy.
Limitations in research
• No of dealers were very less in Meerut so we had to reduce our sample size.
• Sample size could be more so that the better results could come.
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• As Meerut is a big city so we faced so many problems during our survey.
• Sometimes respondents were no willing to fill the questionnaire or we have to wait for long time to talk or we have to talk only with their helper boys.
CONSUMER SURVEY DURING EXHIBITION
From 21th feb. to 09th march a consumer exhibition was organized at the college of Engineering ground. The exhibition was sponsored by Sakal group in which number of companies participated.
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EXHIBITIONS PICTURES SHOWING THE PRODUCTS
CONCLUSION
Coming to home from a tiring job and then to open the wardrobe just to bad smelling dirty clothes waiting to receive the delicacies of your hand can easily draw tears from your eyes, but now an easy solution available in almost all households is the presence of LG refrigerator. My study found that, the dealers are somewhat satisfied with the LG Company but some retailers are not satisfied by the company neither in the way of credit facility nor by the distribution system of LG.
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About the LG company I found that LG having a good position in the market in terms of pricing but lacking badly in terms of its retailer satisfaction. Customer gets to know more by the television and they are influenced to buy new products by the unique products that are newly come to the market. My study also found that there are various factor influencing customer in buying decision and the most influencing factor is brand image and advertisement and other factors play a secondary role in buying decision.
BIBLIOGRAPHY
Marketing management:
By Philip Kotlar
Marketing research:
text and cases
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Research methodology:
By C.R. Kothari
Websites:-1.http://www.lge.com/about/sustainability/management_system.jsp 2. http://www.lg.net/about/history/history01.jsp 3.The code of ethics-** http://www.lginnotek.com/ethics/english/Justice/JusticeAct/LGrule/LGrule_main.htm
QUESTIONNAIRE Dear sir/madam,
We are the student of Institute of Productivity and Management ", Meerut conducting a survey on dealer satisfaction of LG products as a part of our curriculum. I assure that information are given by you will be secret. "
Q1- You are dealing with the LG brands from.. (1) 5 years
(2) 5-10 years
(3) More than 10 years Q2-How many products of LG you sale? Please mention their names also. (1)……………………
(2)……………………
49 (3)…………………...
(4) ……………………
(5)…………………..
(6)……………………
(7)……………………
(8)……………………
(9)……………………
(10) ……………………
Q 3-Which products of LG is most preferable by customers? (Please specify ……………………………………………… Q4-In which season the selling of products is more? (1)Jan-march (3)July-sep
(2) April-June (4) Oct-Dec
.
Q5-Which factors influence the consumers to purchase the LG products? (1). Quality
(2) Price
(3). Sales promotion activities
(4) Brand image
(5). Services Q6- Opinion on the availability of credit facilities provided by the company? (1) Very satisfied (3) Somewhat dissatisfied
(2) Somewhat satisfied (4) Very dissatisfied
Q7-Media plays an important role of making the awareness of the product. What do you think? (1) 20% to 30% 50% to 70%
(2) 30% to 50% (3) (4) 70% to 90%
Q8 - What
are the factors in media which makes the consumer more attentive towards the new, improved and innovative products and technology? (1)Television
(2) News paper
(3) Internet
(4) Magazines
(5) Hoardings
(6) specify if any ……………
Q9-Are you satisfied with the promotional activities of the company? (1) Very satisfied. (2) Somewhat satisfied. (3) Somewhat dissatisfied. (4) Very dissatisfied.
