Scribd
Upload
109 views

BRM Project Proposal

Uploaded by

Priyanka Gupta
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
109 views

BRM Project Proposal

Uploaded by

Priyanka Gupta
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 19

BRM PROJECT PROPOSAL

ANALYSIS OF AFTER SALES SERVICES


OF LG ELECTRONICS

Submitted To: Submitted By:-


Dr. Jhumur Sengupta Priyanka Gupta 10609042
Prachi Singhai 10609038
Prerna Sharma 10609040
Priya Mehrotra 10609041
Prashant Agarwal 10609039
Radha Shekhar 10609043
LG ELECTRONICS
 The company was originally established in 1958 as Gold Star, producing radios,
TVs, refrigerators, washing machines, and air conditioners.

 The LG Group was a merger of two Korean companies, Lucky and Gold Star, from
which the abbreviation of LG was derived. The current "Life's good" slogan is a
acronym. Before the corporate Name change to LG, household products were sold
under the Brand name of Lucky, while electronic products were sold under the
brand name of Gold Star. The Gold Star brand is still perceived as a discount brand.

 In 1995, Gold Star was renamed LG Electronics, and acquired Zenith Electronics of
the United States.

 LG Electronics India Pvt. Ltd., a wholly owned subsidiary of LG Electronics, South


Korea was established in January 1997 after clearance from the Foreign
Investment Promotion Board (FIPB). LG set up a state-of-the art manufacturing
facility at Greater Noida, near Delhi, in 1998, with an investment of Rs 500
Crores.
INTRODUCTION
 The best and the biggest international brands are here in India –but
the irony if it all: where is the after-sales-service? So integral to a
brand, so critical for its success and so taken for granted in
developed markets!

 In India, after sales service is, for want of a better description, the
pits. So what’s stopping the best companies from pulling out all the
stops when it comes to providing the best service? Do customers
expect for too much? Or is it that in India they don’t really care.

 Brand Equity fanned out to MNC as well as Indian consumer durable


companies, stockiest and dealers, analysts and market researchers to
get a feel of what’s really keeping after sales from being used as a
cutting edge marketing tool in pushing products across categories.
INTRODUCTION
 Customers want support following the purchase of a product or service. In
some cases, after-sales service can be almost as important as the initial
purchase. The manufacturer, retailer, or service provider determines what is
included in any warranty (or guarantee) package.

 This will include the duration of the warranty traditionally one year from the
date of purchase, but increasingly two or more year’s maintenance and/or
replacement policy, items included/excluded, labor costs, and speed of
response.

 In the case of a service provider, after-sales service might include additional


training or helpdesk availability.

 Of equal importance is the customer's perception of the degree of


willingness with which a supplier deals with a question or complaint, speed
of response, and action taken.
PROBLEM

LG had a big problem of after sale service in India. During


our project we came to know that after sale service becomes
the big issue in Delhi region. Customers as well as dealer were
facing the problem of after sale service. Because of this
problem many dealer in Delhi region were not ready to sale
LG product. So it becomes the big issue.
OBJECTIVE
Primary Objective:-
The main objective of the report is to study the after sales service
satisfaction level of LG customers with the help of filed survey. Find
out the problem faced by the dealers in providing after sales services.

Secondary Objective:-
 While purchasing the consumer durables which parameter is most
important for the consumer?
 Do the consumers prefer the financial facility for buying consumer
durable?
 How frequently consumers change the consumer durable?

 To enhance the knowledge of consumer durable market.

 To increase the knowledge consumer durable product of LG.


SCOPE

This project gives us a great exposure to the consumer


durable market because it includes product knowledge
and after sales analysis of the LG products. During this
project we surveyed around 200 customers of LG. The
purpose was to know the satisfaction level of the
consumers. This project helped us to know the market
practically. Our job was during this project to see the
market survey and also the after sale services of the LG
products in the Delhi region.
RESEARCH METHODOLOGY
 Research methodology is considered as the nerve of the
project. Without a proper well-organized research plan, it is
impossible to complete the project and reach to any conclusion.
The project was based on the survey plan. The main objective
of survey was to collect appropriate data, which work as a base
for drawing conclusion and getting result.

 Descriptive Research :- Descriptive research includes survey and


fact finding enquiries of different kinds of the major purpose. 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 reason for using such needs to be flexile in its
approach, but a descriptive study in contrast tends to be rigid and its
approach cannot be changed every now and then.
RESEARCH METHODOLOGY
 Data collection methods:
After the research problem, we have to identify and select
which type of data is to research. At this stage; we have to
organize a field survey to collect the data. One of the important
tools for conducting market research is the availability of
necessary and useful data.

 Primary data: For primary data collection, we have to plan


the following four important aspects.
 Sampling
 Research Instrument
 Secondary data
 Data Analysis and interpretation
RESEARCH METHODOLOGY
 Secondary Data - 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

 Preparation of report:
The report will be based on the analysis and presented with
the findings and suggestions. The sample of the questionnaires
will be attached with the report itself.
RESEARCH METHODOLOGY
 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.
ANNEXURE: SAMPLE QUESTIONNAIRE
Very Unsatisfied Neutral Satisfied Very Not
Unsatisfied Satisfied Applicable
Overall
quality

Value

Purchase
experience

Installation
or 1st use
experience
Usage
Experience

After
purchase
service
CUSTOMER QUESTIONNAIRE
1. How often do you use [PRODUCT]?
a) Once a week or more often
b) 2 to 3 times a day
c) Once a month
d) 2-3 times a months
e) 2-3 times a week
f) Once a month or less often
g) Do not use
h) More frequently
2. Overall, how satisfied are you with [PRODUCT]?
a) Very Unsatisfied
b) Unsatisfied
c) Somewhat Satisfied
d) Very Satisfied
e) Extremely Satisfied
CUSTOMER QUESTIONNAIRE
3. Compared to other [PRODUCT CATEGORY] that are available,
would you say that [PRODUCT] is...
a) Much better
b) Somewhat better
c) Somewhat worse
d) About the same
e)  Much worse
f) Don't know or never used
4. Will you use/purchase [PRODUCT] again?
a) Definitely will
b) Probably will
c) Might or might not
d) Definitely will not
e) Probably will not
f) Never used
CUSTOMER QUESTIONNAIRE
5. How likely are you to recommend [PRODUCT] to others?
a) Definitely will recommend
b) Probably will recommend
c) Not sure
d) Definitely will not recommend
e) Probably will not recommend
f) Never used
6. Based on your experience with [PRODUCT], how likely are
you to buy a [OTHER PRODUCT] again?
a) Very Unlikely
b) Unlikely
c) Somewhat likely
d) Likely
e) Extremely likely
CUSTOMER QUESTIONNAIRE
7. If you contacted(company) customer service,were all problems
resolved to your complete satisfaction?
a) Yes, by the company or its representatives.
b) Yes, by me or someone outside the company.
c) No, the problem was not resolved.
d) No problems/No contact with customer service.
RECOMMENDATIONS & SOLUTIONS
 Company should always focus on service by advertising and
putting up exhibitions.
 Company should try to improve service. No doubt the company
products have technically edge over competitors but in long run
it may hamper the company’s profit.
 Company should concentrate more on its major drivers LCD,
IT, and GSM. Branding and promotions should be done
effectively as it creates a long lasting image in the mind of
customers. 
 Company should also cater to the needs of sub dealers as some
of the sub dealers have potential of high sales.
 Display share should be increased where there is less than 50%
as LG also believes that “JO DIKHTA HAI WO BIKTA HAI”.
LIMITATIONS
 The research was conducted in a very small area.
 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.
 Time factor was also important as we got few days to
complete our research, for which a full-fledged report was
insufficient for us.
 The customer filled the questionnaire mostly in careless
manner, so it was difficult to make them hold for time.
 Only found the upper-middle class family to fill up the
questionnaire, but generally, an average middle class family
was required for the study.
 The sample size was very small.

You might also like