DISSERTATION PROJECT REPORT

ON
A STUDY ON CONSUMER BUYING BEHAVIOUR OF LG
BRAND

“Submitted in the Partial Fulfilment for the Requirement of 

Post Graduate Diploma in Management”

(2021 – 23)

BY

Rohan Chauhan

27/PGDMA/KJ/2021

UNDER THE GUIDANCE OF

Ms. Palak Gupta

Jagannath International Management School

MOR, Pocket-105, Kalkaji, New Delhi-110019

(Approved by All India Council for Technical Education

(AICTE) and Accredited by NBA and SAQS)
1
 DECLARATION

I ROHAN CHAUHAN, a student of Jagannath International Management School,

Kalkaji has undersigned worked on the project “A STUDY ON CONSUMER
BUYING BEHAVIOUR OF LG BRAND

This project report is my original work and has not been submitted anywhere else.

ROHAN CHAUHAN
27/PGDMA/KJ/2021

2
 CERTIFICATE FROM FACULTY GUIDE

It is to certify that ROHAN CHAUHAN, pursuing Post Graduate Diploma in Management from
Jagannath International Management School, Kalkaji has completed this project under my
supervision and guidance.

He has taken care of all necessary aspects and shown interest and sincerity during the
completion of the Dissertation Project on “A STUDY ON CONSUMER BUYING
BEHAVIOUR OF LG BRAND
to my satisfaction.

I certify that this project is up to my expectation as per the guidelines laid down by Jagannath
International Management School.

MS. PALAK GUPTA

Date:

Sign:

3
 ACKNOWLEDGEMENT

At the very outset of this report, I would like to extend my sincere and heartfelt
obligation towards all the personages who have helped me in this endeavour.
Without their active guidance, help, cooperation, and encouragement, I would not
have made headway in the project. 

I am thankful to the Director Dr. Anuj Verma of my college for his continued guidance
and invaluable encouragement. 

I am extremely thankful and pay my gratitude to my faculty MS.PALAK

GUPTA(Assistant Professor) for her valuable guidance and support for completion of
this project in its present state. 

I extend my gratitude to Jagannath International Management School for giving me

this opportunity. I also acknowledge a deep sense of reverence, my gratitude
towards my parents, who have always supported me morally as well as
economically. 

At last, but not the least, gratitude goes to all my friends who directly or indirectly
helped me to complete this project report. 

Any omission in this brief acknowledgement does not mean lack of gratitude. 

Rohan chauhan
27PGDMA/KJ/2021

4
 CONTENTS

Description. Page no.

Acknowledgement 4

Certificate from faculty guide 3

Contents 5

1. Introduction of Topic 6-12

2. Review of Literature 13-16

3. Research methodology 17-21

4. Data analysis 22-39

5. Findings & conclusion 40-41

6. Recommendation & Suggetions 42

7.

Appendices

1. Questionnaire 43-49

2. References 50

5
 Chapter-1

INTRODCTION
As a part of my PGDM curriculum, I have done my dissertation project report on “A
STUDY ON CONSUMER BUYING BEHAVIOUR OF LG BRAND

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

growing very fast because of rise in living standards, easy access to consumer
finance, and wide range of choice, as many foreign players are entering in the
market With the increase in income levels, easy availability of finance, increase in
consumer awareness, and introduction of new models, the demand for consumer

durables has increased significantly . Products like washing machines, air

conditioners, microwave ovens, color televisions (CTVs) are no longer considered
luxury items. However, there are still very few players in categories like vacuum
cleaners, and dishwashers

Classification of consumer durables sector

1. Consumer electronic include Vcd/Dvd, home theatre, music player, color Television (CTVs),
cameras, camcorders, portable audio, Hi-Fi, etc

6
 2. White goods include dishwashers, air conditioners, heaters, washing Machines, refrigerators,
vacuum cleaners, kitchen appliances, non-kitchen Appliances, microwaves, built-in appliances,
Tumble dryer, personal care product etc

. 3. Molded luggage include plastic

4. Clocks and watches 5. Mobile phones

HISTORY

1958–1960s

In 1958, LG Electronics was founded as Goldstar . It was established in the aftermath of the
Korean War to provide the rebuilding nation with domesticallyproduced consumer electronics
and home appliances. LG Electronics produced South Korea's first radios, TVs, refrigerators,
washing machines, and air conditioners. Goldstar was one of the LG groups with a brethren
company, Lak-Hui (pronounced "Lucky") Chemical Industrial Corp. which is now LG Chem
and LG Households. Goldstar merged with Lucky Chemical and LS Cable on 28 February
1995, changing the corporate name to Lucky-Goldstar, and then finally to LG Electronics.

1970s–1990s

LG Electronics earned US$100 million in revenue from exports for the first time in its history.
Rapid growth by globalization saw the company establish its first overseas production, based

7
in the United States, in 1982. In 1994, Goldstar officially adopted the LG Electronics brand
and a new corporate logo. In 1995, LG Electronics acquired the US-based TV manufacturer
Zenith and absorbed it 4 years later. Also in that year, LG Electronics made the world's first
CDMA digital mobile handsets and supplied Ameritech and GTE in the US. The company
was also awarded UL certification in the US. In 1998, LG developed the world's first 60-inch
plasma TV, and in 1999 established a joint venture with Philips – LG. Philips LCD – which
now goes by the name LG Display. In 1999, LG Semiconductor merged with Hynix.

COMPETITORS

Samsung

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

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

8
 SWOT ANALYSIS

Strengths in the SWOT analysis of LG electronics

1. Global Giant: LG Electronics controls 114 local subsidiaries worldwide, with roughly
82,000 executives and employees. LG is an MNC and is a wellrecognized brand
which deals in white & brown goods. It has always been known for its simple design,
easy to use, Innovative & reliable technology.

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

makes its products available in the markets through its distribution partners. Because of
its pull strategy, LG observes very fast stock rotation but also has to use dumping of
stocks to the channel partners. It uses Glo-cal strategy (be global act local) to market its
products

9
3. Diversified products across the categories: LG has a huge product line and length across
the product categories both in white & brown goods.

4. High TOMA: Through its continuous branding efforts, sponsoring sporting & lifestyle
events like ICC cricket world cup, Formula one championship, soccer matches etc. LG has
created high visibility and thus is successful in its branding efforts.

5.CSR activities: LG has always been involved in community work so as to involve the
people in the co-creation of the wealth.
6.Brand equity – The long term presence of LG in the market, along with their
amazing product strategies, and reliability on their products has ensured that LG has
strong brand equity, and hence is able to survive in a tough business environment

Weaknesses in the SWOT analysis of LG electronics

1. Management: Due to its extensive presence in the white & brown goods market they
are not able to focus on every single product category properly due to which they are
losing their market share in several products like T.V, Refrigerator etc

2. No Cash cows – Samsung has amazing brand equity due to its smart phones and
smart TV’s. Similarly, most brands have a super hit product which is a cash cow.
However, in LG, there is hardly any product which is a cash cow for them.

Opportunities in the SWOT analysis of LG electronics

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

towards technological products & migration from rural to urban areas are some of the
factors that will be the driving force for the home appliances, electronics goods

2.Competitors helping in the adaptation of the new technology: Intense competition in the
industry is helping LG in making their products acceptable to the society. So, LG can
leverage out benefit of this & can increase their market share by considering competitors
move

3. Market Expansion: By further penetrating to the emerging markets will help the
company in accelerating its growth rate

. 4. Strategic Partnership: Till now LG has been involved in the collaborative partnership
with many companies. It is making technology advances and identifying business
opportunities through various partnerships relationships with some of the world’s leading

10
companies. Strategic alliance between corporations in which companies with different
infrastructures cooperate in the fast-developing.

Threats in the SWOT analysis of LG electronics

1.Intense rivalry within the industry: Every company in this industry is fighting hard to
make their presence felt & hold their market share. Majority of the players in the industry
follows red ocean strategy in order to kill the competition which is affecting the industry as
a whole.

2. Stagnant Urban demand dynamics: Since more & more companies are venturing out in
the over competitive urban market, there is little growth left in these markets, so over
dependence on these market will be riskier for the company like LG.

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

for energy & power conservations is by & large affecting the industry & forcing them to
switch to renewable sources of energy.

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

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

5. Rising Raw material cost: Due to rising raw material prices & labor cost, LG’s margins
are shrinking which is making the business operations less profitable.

LG Electronics is one of the leading companies in the field of electronics with Global
presence in many countries

Global Operation LG Electronics is playing an active role in the world market with its
assertive global business policy. As a result, LG Electronics controls 110 local subsidiaries
in the world with around 82,000 executive and employees.

LG Group

11
1. LG.Philips LCD

2. LG Chemical

3. LG Telecom

4. LG Powercom

5. LG Twins

6. LG Dacom

d) Monitors,

e) PDP Modules,

f) OLED Panels

, g) USB Memory

, h) Flat Panel Computer Monitors

12
 Chapter-2

Review of Literature
According to “An impact of consumer buying behavior in decision making
process in purchase of electronic home appliances in Chennai (India): an
empirical study” S.Vijayalakshmi1, V.Mahalakshmi, Mother Teresa Women’s
University, Kodaikanal, Tamilnadu, India( MAY 2013)

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

According to “A STUDY ON CUSTOMER SATISFACTION TOWARDS

SELECTIVE LG PRODUCTS” Dr. A. Dharmaraj Assistant Professor,
Department of Management Studies & Research, Karpagam University,
Coimbatore, India ( September 2014 )
13
Marketing starts before production and continues after sales. Marketing is the process of
creating customers. LG products are liked by one and all. The study shows that most of
the sale is done on basis of sales promotion activities and TV advertisement etc. The
important attribute of the product is quality and prices should be taken care. Product
attributes like permanence and after sales service has been appreciated. It is certified that
the customer satisfaction concept is an unpredictable one in any kind of marketing but this
study has attempt its best to reveal the same.

According to “STUDY ON CONSUMER BUYING BEHAVIOUR TOWARDS

SELECTIVE ELECTRONIC HOME APPLIANCES IN HYDERABAD CITY” S.
Vijayalakshmi1 V. Mahalakshmi2 S. Magesh ( December 2013 )

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

According to “The Impact of Advertisement on Consumer Buying Behavior

in Electronic Industry [Consumer Electronic Products]” Maithili Deshpande1,
Yash Rokade2, Pooja Singh Darda Faculty of Management, Department of
Finance Management, MIT World Peace University, Pune ( December 2019 )

The present era has witnessed a revolutionary change in the trend of advertising. The role
of advertisements is important and influences the buying behavior of consumers. This
14
research was a study on impact of advertisements on consumer buying behavior with
respect to consumer electronic Based on the analysis it can be concluded that
advertisements have a significant impact on the consumer buying behavior. This study
can be helpful for advertisers in the consumer electronics sector to understand what
triggers a consumer’s intention to purchase. It can also determine which element in
advertising is most affecting and which has a comparatively lower impact

According to “Buying Behavior of Electronic Products in Andhra Pradesh –

A Study of Selected Electronic Consumer Product” M. Ravikanth, Prof.
P.Venkat Rao PhD Research Scholar, Department of Commerce, Sri
Venkateswara University P.G. Centre, Kavali, Nellore District, Andhra
Pradesh State ( June 2016 )

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

According to “Consumer Buying Behavior for El ectronic Products A Study

of select items” S.VijayaLaxmi, Research Scholar, KakatiyaUniversity,
Warangal, India ( April 2015 )

Despite the basic characteristics of consumers the behavior pattern of consumers are
more or less similar to each other, particularly in the aspects like quality, preference and
decision making. However it is evident that the present approaches to draw the attention
of customers are not adequate. The consumers are particular about the appropriate
system of distribution and hence there is a great need for change in the electronics buying
15
 system. It may not be always correct to say that consumers behave in the same way as it
much depends on type of products, quality of the products and price of the products.
Consumer attitude towards electronics based on age group , income group ,and price
leads major role while purchasing the electronic goods.

According to “BRAND LOYALTY – INFLUENCING CONSUMER BUYING

BEHAVIOUR” SONALI P. BANERJEE Amity Business School, Amity
University ( January 2016 )

Brand loyalty has certain components through which it is affected. They are:-  Experience
 Learning  Motivation  Brand Preference After doing the analysis from the data
collected it can be concluded that buying behavior of customers is strongly affected by the
past experience with a certain brand and that helps them to decide whether to go for that
brand again or not. i.e. if the experience is good with the existing brand then they are will
to buy a L.E.D TV of the same brand and vice versa. Thus the Brand loyalty is very much
affected by good or bad experience of the consumer with the brand of TV they have
already used. The consumers having good experience get motivated to buy other
Television of the same brand and thus it make them Loyal to that brand. In the above
case Samsung is the most preferred Brand as majority of the customers who have used
Samsung are satisfied with the product and are willing to purchase product of same brand.
Those who are loyal to a certain brand also impact their circle through word of mouth as
they recommend the same brand to others based on their experience. The consumer
buying behavior towards a L.E.D is depended on few major factors Like:-  Performance 
Design  Picture Quality  Sound Quality These are the factors/attributes about which the
customers are more concerned and they want most in a L.E.D Television. And as per the
survey majority of respondents with 62% do not mind in paying extra price for the Brand
they prefer till it gives the features they expect from that Brand. Thus price is not a strong
factor which affects the Brand Loyalty of the consumer in case of A L.E.D Television. The
Customer Preference is also not much affected by the advertisement or the celebrity who
is endorsing the brand as most of the respondents believed in their experience with the
brand and the Image of the Brand which would help them decide to buy L.E.D TV of which
Brand.

A framework to assess the smartphone buying behaviour using DEMATEL

method in the Indian context ( March 2023)
Shivani Bali , Vikram Bali , Dev Gaur , Sita Rani , Raman Kumar , Priyanka Chadha , Yogita 
Sharma , Chander Prakash , Padmakar Shahare , Gurbir Singh
Khera , Shivani Kampani , Natalia Solopova , Saurav Dixit , Nikolai Ivanovich Vatin 
16
Smartphones have become an essential requirement for an individual in this world. The
complete day-to-day activities of humankind can be initiated and finished with the help of a
smartphone. Smartphones have become an integral part of life. It is imperative to understand
the philosophy involved when buying a smartphone. The research involving smartphone
buyers and their buying behavior hasn’t been widespread . It was stated that research work
done by the authors in the past lacked in-depth findings and a comprehensive approach .
The brand perception and alternatives evaluation has been discussed . It has been
examined that customer buying behavior depends on features, price, and product .
Customer involvement plays a vital role, and those with higher involvement behave
differently than those with lower participation . Product features and quality also affect the
buyer’s perception . There are two product-oriented features, namely: software features
which are: screen resolution, operating system (OS), etc., and hardware features which are
weight, dimensions, etc., The researchers   talked about customized smartphone users who
would look for different features for their satisfaction. The customers’ features are
entertainment, storage, gaming, RAM, processors, and an HD Camera. In a product-oriented
study involving smartphones' operating systems, various operating systems were compared
among respondents. Besides, Android has become the most popular . The factors affecting
customer buying behavior suggested when purchasing a mobile phone , . It is stated that
customers compare benefits with the total value they get in return. Pricing patterns, too, play
a twist. A buyer may shed some extra money for a brand as they may be convinced that a
particular brand is distinct  A study was conducted on a small sample of around 100
respondents in Pakistan and found that current smartphone specifications were the deciding
criteria in buying behavior. It was mainly a ‘Product’ specification-based research and
included 'Price,' 'Brand,' and 'Size' . Customers in two districts of eastern India were studied,
i.e., Varanasi and Allahabad. It was a smartphone-feature-based study aimed at analyzing
satisfaction among respondents. The two most essential criteria revealed from the survey
were price and features. In addition, most male respondents answered with quality as the
top-most important attribute 

Chapter-3

17
 Research Methodology
1.1 OBJECTIVES OF THE STUDY:

The objectives are designed to have a particular direction to the study like what aspect of
the topic is going to be studied. A topic can be studied from various parameter, the
objectives designed for a project gives an idea that in what manner the topic is studied,
what is the flow of project, what are the variables selected for the project, etc

 To understand the market share of LG

 To identify the features and preferences of people about LG’s refrigerators

 To identify the features and preferences of people about LG’s television

1.2 HYPOTHESIS OF THE STUDY :

Hypothesis is referred as the presumptions made by an individual to study the research

project. These presumptions are made in a way to satisfy the objectives framed for the
project. Framing of hypothesis is an important part of the research as in this step the
research problem or the problem statement is designed on which the entire research is
based. The hypothesis or the research problem of the study is designed in such manner
to find out the relationship between the variables, i.e. does the effect on has any impact
on the other. We can also say that the following hypothesis will let us know how closely
they are correlated with each other.

HYPOTHESIS 1:

H0 - People do not prefer LG for electronic consumer products

H1 - People prefer LG for electronic consumer products

18
HYPOTHESIS 2:

H0 - LG’s quality of products does not influence people to buy its products

H1 - LG’s quality of products influences people to buy its products

HYPOTHESIS 3

H0 - Family members do not influence buying decision

H1 - Family members influence buying decisions

HYPOTHESIS 4:

H0 – Buying branded refrigerators does not make a difference

H1 - Buying branded refrigerators makes a difference

HYPOTHESIS 5:

H0 – Style and looks of the television do not matter to the custome

H1- Style and looks of the television matter to the customer

1.3 COLLECTION OF DATA

Primary data: The data which is collected first time or a fresh data is called the Primary
Data

Primary data collection methods

1. Questionnaire method ( sample size =100)

2. Observation method, etc.

19
Secondary Data: Various research studies conducted on the topic in the past were
reviewed to gain further insight into the topic. These were collected from internet
sources, authentic research papers and journals.

Data collection Instrument (Questionnaire):- A key part of creating excellent online

surveys involves using open-ended and closed-ended questions effectively A
closedended question is made up of pre-populated answer choices for the respondent to
choose from; while an open-ended question asks the respondent to provide feedback in
their own words

Closed-ended questions

Closed-ended questions come in a multitude of forms, including: multiple choice, drop

down, checkboxes, and ranking questions. Each question type doesn’t allow the
respondent to provide unique or unanticipated answers, but rather, choose from a list of
pre-selected options.

Open-ended questions

Open ended questions are exploratory in nature, and offer the researchers rich,
qualitative data. In essence, they provide the researcher with an opportunity to gain
insight on all the opinions on a topic they are not familiar with. However, being qualitative
in nature makes these types of questions lack the statistical significance needed for
conclusive research

1.4 LIMITATIONS OF THE STUDY:

Limitations of a research project arise when there are uncontrollable variables which are
harder to be brought in control. This reduces the accuracy and credibility of results.
However, for this study only 100 responses were taken into Consideration. -The period of
research was very short and hence more the researcher was unable to gather more
responses. -The research sample size was limited. -The scope of discussion was limited

20
as a very in depth study was needed in every field of science. This helps in finding an
accurate solution.

1.5 RESEARCH GAP

Gap 1: Customer’s Expectations (knowing what customers expect) The difference

between management’s perception of what customers expect and what customers really
want

For e.g. when a customer asked for a particular product of Lg and management fails to
understand what customers really expect from Lg

Gap 2: Management perception of customer’s expectation (not selecting the right service
design standards)

The difference between management perception and service quality specification

For e.g. when management has a good idea of a product but fails to develop them into
appropriate product specification

Gap 3: Product Delivery (not delivering to product standards) The difference between
product quality specification and actual product delivery For e.g. the management
delivered a product to the customer, hoping they would find it interesting and the
customer rejects the products

Gap 4: External Marketing Communication (not matching performances to promises) The

difference between product delivery and what is communicated externally For e.g. the
management promised the customer’s expectations would be fulfilled

Gap 5: Actual product performance (the customer gap) The difference between the
costumer expectations of a product and what they actually receive For e.g. the customer
except the product to be excellent and it doesn’t happen

Chapter-4

21
 Data Analysis
The data collection method means the various sources from where the data has been
collected by the researcher. There are several methods for collection of data, especially in
surveys and descriptive researches. As during data collection for descriptive research the
primary data is collected from the respondents through direct communication or through
personal interviews. For the purpose of the research, the primary data was collected through
a close ended structured questionnaire which was designed pre hand and an online survey
was done using Google forms. Online survey was the most feasible form as the data was to
be collected from varied population in short period of time. The data collected was a scaled
data i.e. like scale of value 10 each. Survey was answered by undergraduate commerce
students of various colleges under Mumbai University. Close ended questionnaire method is
the most feasible method of data collection as a fixed set of questions is prepared and
surveyed. Therefore, uniform observations were obtained through the survey

22
Q.1 Age

The maximum responses were from the age group 18 to 25 years of age. I tried to get
majority of the responses from the working population.

23
Q.2 Occupation

There are different categories of working individuals. The maximum reviews are from the
student category since it is a college based project. Next, professionals, entrepreneurs and
salaried individuals.

24
Q.3 which brand do you prefer for electronic products?

These are the best brands in the electronic industry. The top two brands are Samsung and LG,
followed by Panasonic, Videocon and others.

25
Q.4 which factor influences you more for choosing a brand?

There are different qualities that influence the customer to buy the product. Maximum number of
responses agree with quality being the most important factor for buying a product, followed by
brand image, price and after sales service.

26
Q.5 what brand of refrigerator do you own?

The above chart shows that the maximum market share of refrigerators sold is held by Samsung,
followed by LG, whirlpool and godrej.

27
Q.6 what type of refrigerator do you prefer?

There are different types of refrigerators available in the market. The above chart shows that
people mostly prefer the normal type i.e. top freezer. Next side-by-side, French door, door in door
and bottom freezer.

28
 Q.7 who influenced you more with you buying decision?

Any person buying any product is always influenced by someone to buy that product. The piechart
given shows that most of them are influenced by family member, followed by people who take
buying decisions themselves. Next are friends and relatives

29
Q.8 what attracted you the most while buying the refrigerator?

There are different qualities which lead the buyers to buy the refrigerator. According to the chart,
quality is the most important attribute for buying a refrigerator. Brand image and price being the
next attributes

30
Q.9 does buying a branded refrigerator make any difference?

The chart shows that people prefer to buy branded refrigerators over non-branded refrigerators

31
Q.10 What brand of Television you own?

According to the above chart, Samsung is the topmost brand in the sales of televisions. Next we
have LG, followed by Panasonic and onida.

32
Q.11 Do style and looks of the television matter to you?

According to the pie chart 82% of the responses agree that looks of the television matter to them.

33
Q.12 which type of television you prefer to buy?

The above chart shows most people prefer to buy a smart TV, followed by a simple LED TV.

34
Q.13 from where did you buy the television?

According to the pie chart, most of the people by the televisions from retail outlets, malls and
online stores.

35
Q.14 since when are you using the television?

According to the chart, most of the televisions in the households are older than 4 or more years.

36
Q.15 Are you satisfied with your LG products?

According to the pie chart most of the customers are satisfied with their LG products.

37
Q.16 Rate the After sales Services provided by LG Electronics

According to the graph given, people have rated the after sales service of LG products between 7
to 8.

38
Q.17 if any other brand provides with better services will you go for that
brand?

According to pie chart given almost everyone would shift to a different brand if better services are
provided

Chapter-5

Findings & conclusion

39
 Findings:
The data was collected was collected from primary and secondary sources. For the only primary a
survey was done online and 100 responses were collected by the researchers whereas secondary
data was collected from multiple websites and journals. The findings of primary data were as
follows:

 There are many brands in the market like Samsung, LG, Panasonic, Videocon and many others.
The top most market holders are Samsung, and LG.

 Quality of the product is the most important attribute for most of the respondents, followed by
brand image and price.

 According to the respondents Samsung and LG have the biggest market for refrigerators, to be
specific the French-door and top freezer refrigerators.

* According to our respondents, quality and brand image of the refrigerator matters the most.
Family members influence the buying decisions of the buyer.

 Branded refrigerators have a greater market compared to non-branded refrigerators.

 According to the respondents, the most popular television brands are Samsung, LG, Panasonic and Onida
followed by others, the style and looks matter to the customers.

 A smart TV is the most trending right now, mostly brought from malls and retail outlets. Online stores are
rising with their sales. The maximum life of a television is around 6-7 years

 LG customers majorly are satisfied with their products and have rated the after sales service
provided by LG 7-8 points on 10

 Maximum customers have a mentality to shift towards a brand providing better products and
services.

Conclusion:

Electronic products are vital part of our daily lives today. We need an electronic device in almost
every job we do. Televisions, refrigerators, washing machine, mobile phones and many other

40
products. We need the best quality products for ourselves, which makes the buying decisions of
these products are very difficult. My study says, LG started off as a topmost company dealing in
electronic products, with the entry of new companies with better technologies, LG lagged behind
due to outdated technology. According to survey conducted by me, LG has a good reputation in
the market. LG may try to improve the qualities and after sales services provided by them. In
current market scenario, the competition in the electronic sector is highest, so as to remain in
competition all companies have to develop in terms of customer satisfaction and others features.
LG is good at what it provides to its customers but it needs improvements in some areas.
According to the survey, the topmost brand for both refrigerators and televisions is Samsung,
hence becoming its biggest competitor, it needs to improve in the innovations and launch the best
quality products in market to compete with Samsung. Consumer satisfaction is really important
field in today’s market. It is very important for companies to satisfy their customers with all their
wants and demands. It is really necessary for them to understand their customer’s desires and
provide them with the same. LG has a great internal structure with a long term serving mission and
code of conduct. LG being a Japanese company follows Japanese methods of management
although LG India has a different policy and code of conduct. LG has spread its feet in almost all
categories of electronic products, whether it is mobile phones, washing machines, televisions or
sound systems. It has a tie up with many companies like yahoo.com etc... Thus, any brand if
needs a good market share it has to focus on customer satisfaction in the first place then there are
other aspects as well. LG as a brand needs improvement in qualities of its products, its style and
looks and the services provided by them to their customers

Chapter-6

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 Recommendations & Suggestions
1. Secondary supports play an important role in the customers mind and create awareness among
the customers. The secondary support includes Demonstration, Exhibition & Even Sponsors.

2. From the survey it was found out that the majority of customer’s don’t buy consumer durables
from exhibitions. They just visit the exhibitions to see the co. latest model.

3. They want to buy from the showrooms or from co. showrooms. For them service is
important .Beside convenience and other factors service is key factor.

4. Also majority of customers do not want any financing scheme for purchasing the durables.

5. There was heavy rush on weekends so large numbers of ISD‟s were appointed that day. Also
the live demo calls helps in selling. Exchange offers also generate sale.

6. Customers are also now very choosy in buying the product and it is important for the company
to make loyal customer of their brand.

7. In survey we found that LG has captured maximum market share in every category. LG
dominates CTV, LCD, and Refrigerator, and Washing machine, category

. 8. LG and Samsung have bottle neck competition in TV and REF. category.

9. The product is well aware and it is on top of mind of customer.

10. Customers are also now very choosy in buying the product and it is important for the company
to make loyal customer of their brand.

11. Company should make advertisement of LG products aggressively in the way of hoardings
which increase the more visualizes customer.

APPENDICES

QUESTIONNAIRE

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 References

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

2.https://www.lg.com/global/investor-relations-reports

3.https://www.business-standard.com/article/companies/lg-electronics-india-
fy22-pat-falls-23-to-rs-1-175-cr-total-income-up-10-122121100319_1.html

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