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8/7/2019 A study on customer satisfacation of lg washing machines with special reference to salem city
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INTRODUCTION
Ancient people cleaned their clothes by pounding them on rocks or rubbing
them with abrasive sands: and washing the dirt away in local streams. Evidence of
ancient washing soap was found at Soap Hill in Rome, where the ashes containing the
fat of sacrificial animals was used as soap.
The earliest washing machine was the scrub board invented in 1797, American,
James King patented the first washing machine to use drum in 1851 ,the drum made
kings machine resemble a modern machine ,however it was still hand powered.
In 1858, Hamilton smith patented the rotary washing machine in 1874,
William Blackstone of Indiana built a birthday present for his wife. It was a machine
which removed and washed away dirt from clothes. The first washing machine
designed for convenient use in the home .
The Thor was the first electric-powered washing machine, Introduced in 1908 by
the Hurley Machine Company of Chicago, Illinois, the Thor washing machine was
invented Alva J. Fisher. The Thor was a drum type washing machine with a
galvanized tub and an electric motor. A patient was issued on august 9th 1910.
The Maytaq Corporation began in 1893 when f.l. mayatg began manufacturing
farm implements In Newton, Lowa business was slow in winter, so to add to his line
of products he introduced a wooden-tub washing machine in 1907 ,maytaq soon
devoted himself full-time to the washing machine business.
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The Whirlpool Corporation started in 1911 as the upon machine co., founded
in St. Joseph, Michigan, to produce electric motor-driven wringer washers.
The origins of the Schulthess Group goes back over 150 years. In 1909, they
began production of their first washing machines. in 1949,the schulthess. In 1951,
production of europes first automatic washing machines started. In 1978, the first
microchip-controlled automatic washing machines were produced.
In the early 1800s, clothes dryers were first being invented in England and
France. One common kind of early clothes dryer was the ventilator ,the first one
known to be built was a barrel-shaped metal drum with holes in it. it was turned by
hand over a fire.
One early American patent for clothes dryer was granted to George
T.Sampson on June 7, 1892. Sampsons dryer used the heat from a stove to dry.
When one does use a washing machine ,he/she generally select the length of
wash time based on the amount of clothes he /she wish to wash and the type and
degree of dirt he/she have. To automate this process ,we use sensors to detect these
parameters ,(i.e. volume clothes ,degree and type of dirt).the wash time is then
determined from this data. Unfortunately there is no easy way to formulate a precise
mathematical relationship between volume of clothes and dirt and the length of wash
tie required. Consequently, this problem has remained unsolved until very recently
.people simply set was times by hand from personal trail and the error experience.
Washing machines were not as automatic as they could be.
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To build a more fully automatic washing machine with self determining wash times
,focus is made on two subsystems of the machine:
(1) The Sensor Mechanism and
(2) The Controller Unit.
The sensor system provides external input signals into the machine from which
decisions can be made. It is the controllers responsibilities to make the decisions and
the outside world by some of output. because the input/output relationships is not
clear, the design of the washing machine controller has not in the past It self to
traditional methods of control designs.
OBJECTIVE OF THE COMPANY
The following are the objectives of the present study.
To study the socio-economic factor of the respondents.
To find out the reason for the purchase of LG washing machine by its users.
To know the level of satisfaction of the consumers towards various factor such
as quality, price, service etc.
To suggest appropriate measures to enhance the future prospect of the washing
machine.
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LIMITATION OF THE STUDY
The following are the factors limiting the present study.
1. The above study confined to salem city only. The outcome of result is only
applicable to consumers of LG washing machine at salem city.
2. As the time and resources are limited, eacs and every consumer in salem
could not be studied. So, only a sample of 50 consumers were taken into
account.
3. Due to sensitivity of questions being put and due to diversity of the people
being interviewed some of the responses may be biased.
4. The study focuses its attention only towards the household people.
SCHEME OF CHAPTERISATION:
1. The first chapter present the introduction, objectives of the study,
methodology of the study, limitations of the study.
2. The second chapter describes about the manufactured consumer goods.
3. The third chapter deals with the company profile.
4. The fourth chapter consists of the analysis and interpretation of the study.
5. The final chapter represent the summary of findings, suggestions and
conclusion.
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ALL ABOUT MANUFACTURED CONSUMER GOODS
Everyone knows that the varieties of consumer goods are countless. The
manufactured consumer goods are the products, which are sold to ultimate consumer
for consumption. They do not need any further processing whatsoever.
A.M.A committee has given the definition of manufactured consumer good as:
Manufactured consumer goods or products include all those which are destined
for use by ultimate consumers or households in such a form that can be used without
commercial processing. The sum total of buyers and sellers and their actions and
reactions, constitute the market for manufactured consumer goods as people; products
and activities represent such a market. It has the following salient features.
NUMEROUS BUYERS AND WIDE-SPREAD MARKET
There is a large army of buyers, in the sense that the consumer goods are sold
where there is the existence of human-being, with a desire to buy and who have
sufficient money to pay for the goods. The whole population in the world is termed as
consumers either present or potential. These commodities are meant for day to-day
living of one and all. This implies that the market for consumer goods is widespread.
It is because, these are meant for human consumption, that is inevitable.
Because of this big army of buyers it is impossible for the manufactures to deal
with them individually. Therefore, the producers employees the services of
middlemen, like wholesalers and retailers who work on behalf of them. Thus, the
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market for these goods is widespread. Where there is population, there we find the
market for these goods.
PURCHASES IN SMALL UNIT
Small-lot purchase is another note-worthy feature of these commodities, while
marketing. Consumer buy these commodities in smaller quantity.
This is because of the following reasons:
Majority of consumers are poor,
These goods are readily available at convenient points,
Unnecessary locking up of capital and deterioration in the quality of goods are
avoided
This is why, there is normal tendency to buy in small lots and at frequent
intervals. This feature of the market, comples the manufactures to use the mass
method of selling. They have to use the different media of advertising and distribute
the goods at retailing points.
POORLY INFORMED BUYERS
Consumers of there products are not fully aware of the details, of the goods
that are sold in the market. They are poorly informed in the sense, that are not
experts in buying the goods. To a great extent they depend on the sellers/distributors
advice. The consumer prones a confused person in this complex world. It is because;
Variety of competitive products are existing in the market,
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They do not have time to study the market,
Sellers are adopting aggressive advertisement.
Thus, it is the duty of salesman to tell the novelties or specialities and merits each
product. If demand is to be created, the consumer must be convinced.
PERSONAL CONSIDERATIONS
Since consumers are buying for self-gratification, personal views or
considerations dominate the decision as what buy and from where to buy? Some like
the services of a particular seller. Some may feel that cost of services is also added to
the price of products. Some may feel that cost of services is also added to the price of
products. Some may buy because of convenience, and novelties of products. This is
purely the psychology of every individual which bound to differ. Everyone is having
his own individuality. Another factor, guiding the personal considerations is income.
Income differs from individual to individual that determines his standard of
individual. So the purchase may also be in accordance with the income of every
individual. Price plays a vital role, which is, however, over ruled by style, suitability
and quality.
CLASSIFICATION OF MANUFACTURED CONSUMER GOODS:
Professor Melvin T.Copleand of the Harward Business School of U.S.A.
classifies the manufactured consumer goods, into three classes as convenience goods
shopping goods and speciality goods this classification is based on the buying
attitudes of the consumers and manners in which the services are provided by the
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sellers. Each classification is to be viewed, from two aspects, namely characteristics of
goods and marketing considerations.
MAIN FEATURES
1. Purchase at convenient location
The consumer prefer to buy these commodities, at a particular-shop which is
convenient from many points, as treatment, distance and services.
2. Full Knowledge About Products
Before making purchases, each consumer is fully aware of the use and merits
of such commodities. Consumer even knows about the substitutes. Even if the usual
brand is not available, he is prepared to buy alternative products.
3.
Demand is regular and continuous
All these commodities are used for a particular use and purpose. Life is
impossible without these things. Hence, is not only regular but also continuous.
4. Small units of purchase and low price
The unit price, of these convenience goods, is very low. Even the quantity of
buying is also very small.
5. Standardized products and price
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Control of quality is an essential feature of all manufactured product.
The products, of a particular brand, are homogeneous. Each product is a perfect
substitute for another.
6. Keen competition amoungst producers
Since production is on mass-scale and in anticipation of demand,
competition is keen and leads to product-differentiation. Every one is
competing to sell his own product.
7. Perishable commodities
Majority of these goods are perishable. The life of products, depents
upon the use and quality of the products.
MARKETING CONSIDERATIONS
While marketing the convenience goods, following factors are to be
given top priority, by the manufactures and middlemen, as alert marketers.
1. Display
Display of goods is inevitable, because they are competitive products that are
standardized as the price and quality manufactured by a number of products. Display
of goods takes two shapes window and counter. The purpose of window-display is
to attract the people to capture hearts and to make them to buy, the entering the shop.
Counter display, on the contrary, gives an idea of comparison, once they enter shop.
2. Advertisement
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Too many brands and types, of each producer, will mean confuision from the
point view of consumers. In order to educate the people, over these issues of
specialities and benefits, advertisement plays an important role. Highly aggressive
methods are essential to creat and extend demand.
3. Role of wholesalers
Due to infinite number if consumers, direct selling id\s almost impossible.
Even if it is followed, it would be very costly affair. Moreover, producers are not
expert in selling. They are to face many problems of their own. However, it is the
responsibility to sell the goods on the part of manufacturers. As there is keen
competition and as these goods are demanded at short notice whenever they are
required, the producers have to make them available at almost all the retail stores,
and for this purpose, they have to take the assistance from yhe wholesalers.
SHOPPING GOODS
Shopping goods are those consumer goods, where in the ultimate users
devote considerable time in making selection of these products before they buy.
These consumers hope from shop to shop, to select best goods available, Professor
William Stanton of Colorado university, defines as Those goods for which a
customer wishes to compare quality, price and style at several stores before
purchasing.
CHARACTERISTICS
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1. Product are durable
Shopping goods last for a pretty longer period of time. They become useless,
with constant use for years together. Because of this fact, demand is infrequent and
irregular. Such purchases are made from local dealers, to have timely repair and
installation services.
2. High unit price
The unit price is higher than those of convenience goods. The price of these
type of goods are is definitely higher. This is another reason, as to why, frequent
purchase are not encouraged. People are to think twice, before they commit to buy
such commodities.
3. Comparison in selection
The consumers move from shop to shop, while making selection till they are
satisfied to their hearts, content. Such comparison may be in term of price, quality,
style of the products. Not that, every consumer uses same basis of comparison in
buying these goods some may consider the style to be the main factor, other only
price. The basis of comparison, varies with a product and the shopper. Moreover, the
consumer spends much of time in selecting the product and they hold lot of
discussion with the dealers.
4. Preplanned purchasing
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The purchase of shopping goods are to be planned well in advance. Purchase
depends up on the size of the family, income of the family and the preference of the
head of the family. Further, such planning may involve monthly or occasional
savings.
5. Branding is unnecessary
Branding is less important for shopping goods, than for convenience goods.
Though, it plays a vital role in differentiating the products, it is not considered as the
essential point, customers are not interested in brand names, but in actual quality,
economy, durability and other benefits of the products. But this does not mean that
branding is not important.
6. Existence of competitive stores
There are different shops specialized in selling products, of single
manufacturer. No competitive products are sold by the store. However, it is not a
rule, but it is tendency. Very often, one finds a dealer selling products, produced
competing concerns to satisfy the varied needs of consumer.
MARKETING CONSIDERATIONS
The marketers give stress on the following points, while marketing the
shopping goods.
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1. Facility of comparison
There must be facility of comparison, because these products are of high value,
durable and are purchased infrequently. Wide range of products must be made
available to give a wider choice to the customers.
2. Convincing salesmanship
Since the customers do not know thew details of the product, it calls for a
tactful and convincing salesmanship. Merits and demerits are to be pointed
out.Creative salesmanship is quite unavoidable to convert the desire into demand.
Moreover, the sales are dependent on the retailer than on the name of the
manufacturer.
SPECIALITY GOODS
Speciality goods are those which have certain special features and because of
which, people make special efforts to purchase them.
The definitions committee of the A.M.A. defines Speciality goods as those
consumer goods with unique characteristics and brand identification for which a
signification group of buyers are habitually willing to make a special purchasing
efforts.
In the works of professor, M.T.Copeland, speciality goods are those which
have some attraction for the consumers, other than price, ehich induces him to put in
special effort to visit the store in which they are sold and to make a purchase without
shopping.
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Buyers have developed the brief that the products of certain manufactures are
superior to the general substitutes, so that, when they purchase this kinds of goods
articles, they will go to the stores ,Handling the brands they want. If the product is
out of stock, they prefer to wait until the store gets. Price Is not at all consideration.
CHARACTERISTICS
1. Full knowledge of products
Like convenience goods, buyers, are fully aware about the products. They
hardly enquire about the specialities or others aspects of products.
2. Bias on a Particular Brand
Each consumer has linking for a particular brand. Price is not the important
consideration but the speciality of the product.
3. Limited demand for products
All cannot buy these goods. Only those whose income is high, can afford to buy
speicality goods. Because of novelties and durability, the sufficiently high. Again,
the dealers are to invest funds for a longer period of time. The demand comes from
the rich class, and hence, it is limited. again these are the occasional and prestige
products.
4. High unit price
Price of speciality goods are very high. It is mainly due to Novelties.
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MARKETING CONSIDERATIONS
Limited centers of selling
There is not fun in opening too many selling outlets because they are durable
goods with highest price. Thus there will be a few retail outlets for these products.
Normally, only one outlet is used for making in a particular area.
Mass and aggressive publicity
Much amount is spent on advertising, to boost up the sales. It is because
advertisement brings about the specialities of the product.
Service facilities
The suppliers will have to extend certain services like, credit sales, after sales
services like guarantee, free repairing or servicing of the articles etc. there is no
necessity of wholesalers. Manufacturers can have, direct sale to the retailer or they can
open their own retail branches to serve the customers.
COMPANY PROFILE
LG was established in 1938 bu Byung-Chull Lee and started our trading in
dried fish with china and making models domestic consumption. The name LG means
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Three star and these stars resemble the characters that means Let it be large,
strong, and last forever. The company grew and diversified, and in 1953 a number of
subsidiaries began importing manufactured good from the west and making domestic
fabrics. Lee set up cheil sugar company, then the countrys only sugar refinery. The
success of this venture helped Lee set a course for future businesses. Over the next
decade the group set up a string of other divisions to make domestic substitutes for
good and commodities traditionally imported by korea.
The most important of these was LG Electronics, established in 1969 to replicate
imported electronics goods for the domestic market. The group formed partnership
ventures with other, mainly Japanese, electronics companies, including LG sanyo
electronics and LG NEC. LG began re-exporting television, and later VCRs and
microwaves, into western markrts, initially as private label products for ammerican
department stores, and latyer branding them LG from the late 1970s.
LG also moved into heavy industry in 1974 when it formed LG Petrochemical
Co and LG Havy industry company. In 1977 the group acquired Daesung heavy
industry company and renamed it LG ship-building company. LG precision company
was established in the same year.
The group became a key player in the semiconductor industry during the 1980s.
The group established LG data systems in 1985, the LG economic research institute in
1986, and the LG advanced institute of technology (SAIT) in 1987. By the end of the
b1980s the group had expanded into electronics, semiconductors, high polymer
chemicals, genetic engineering, and the aerospace industry.
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LG shifted its strategy away from low-priced bulk copies of other
manufacturers products and set up design offices in the US and Europe to focusmore
on the high end of the market. During 1999,Dell Computer and Apple both concluded
five-year deals to purchase several billion dollars worth of LCD displays from LG.
The Dell deal waslater extended to other components worth $16bn, including chips
and disk drives. The group also launched a massive marketing campaign designed to
boost general awareness of its products.
LG developed into one of koreas leading industrial conglomerates which
formed the engine for Koreas massive economic growth during the 1980s. after the
economic turmoil in asia during the 1990s the Korean government was presented by
the international monetary fund (IMF) to dismantle these giants to avoid damaging the
domestic economy. In response to government pressure the group abolished the
central management structure in 2001 and now operates as a group of 27 separate but
interlinked companies without a single parent.
The groups financial services and insurance arm is just as big as its electronics
division. LG life insurance is the worlds 10th largest life insurer, and is number one in
korea. Operating income in 2001 was over $17bn. LG fire & marine insurance is
koreas largest non life insurance company with bincome of over $570m. LG card is
one of the countrys leading credit companies, with over 7 million customers and
$12bn in annual card gross volume.
Other financial business include LG securities, koreas leading credit and finance
company LG capital and investment trust manager LG investment trust.
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LG heavy industries is a leading construction and shipbuilding company, with
sales in 2001 of over $3.1bn, while LG techwin makes aircraft and optical equipment.
The group has a number of chemicals industry subsidiaries led by LG general
chemicals.
The group manage a huge portfolio of other diversified business across
numerous sectors.
Key People:
Chairman Kun-Hee Lee
Vice chairman and Ceo Jong Yong Yun
President and chief of staff Hak Soo Lee
Kun Hee Lee is chairman of the groupsbiggest business, LG Electronics.
Kun-Hees son, Jae Yong Lee, became vice-president of LG Electronics in 2000.
Jong-Yong Yun is Vice Chairman & CEO of LG Electronics, Soo-Bin Lee is CEO
and Chairman of LG life. LG Electronics marketing department is based in the US and
is headed by Eric Kim, EVP, Global marketing. Michael moon is SVP, Global
Stragic Services; Matt Rayner is VP, Global media.
LG Group has reason to sing the chaebol has surpassed its former archrival, the
erchrival, the erstwhile Hyundai group, to become the #1 business group in south
korea. LG flagship unit is LG electronics, which is the worlds top maker of dynamic
random-access memory (DRAM) and other memory chips , as well as a global
heavyweight in all sorts of electronic rear, include LCD panels, DVD players, and
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cellular phones. Other affiliated companies including credit-card unit LG card, LG
general chemicals, LG life insurance,LG securities, and trading arm LG corporation
Key People
*Chairman, LG Electronic: Kun-Hee Lee
LG electronics is an electronics Samson. One of the worlds clargest
Semiconductor manufacturers, LG electronics is also south Koreas top electronics
company. It makes many kinds of consumer devices, including DVD players, big-
screen televisions, and digital cameras, computers, color monitors, LCD panels, and
printers semiconductors such as DRAMs, SRAMs, and flash memory and
communications devices ranging from wireless phones to networking switches. The
company, which is the flagship member of LG group, also makes microwave ovens,
refrigerators, air conditioners, and washing machines.
RESEARCH METHODOLOGY
The present study have been based on both the primary and secondary data. As
the concept of usage of the washing machine is itself is not a one, it was necessary to
base the research work on primary data rather than on secondary data.
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In this project study, secondary information regarding the washing machine,
company profile etc. are collected through logging on to web-sites and by referring to
various published books, broachers and pamphlets.
SAMPLING DESIGN
It is an established fact, that the result of a census study (that is studing the
whole population) and that of sample would be almost the same. In this study the
convenience sampling method is been used. In salem town maximum of the
households have washing machine. Hence, 50 respondents have been choosen and the
relevant information were collected from them they have been selected randomly for
useful analysis.
TOOLS FOR ANALYSIS
The following tools have been applied in the present study
1. Simple percentage method
2. Mode
3. Simple bar diagram and pie-diagram have been used for explaining the analysis
1. Simple Percentage Method
Percentage are useful chiefly for the purpose of aiding comparison. A
percent is the number of hundredth part one number is of another. By using the
algebraic notation as follows.
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p% = (b1/b0) 100
p% -----the number of parts of 100, ie. The percent.
b0-------the base used for comparison
b1 ------the given data.
2. Mode
One type of Central value or Center of the distribution is the value of
greatest frequency or more precisely, of greatest frequency density is known as
mode. In other word, the value which occurs most frequently is known as the
mode.
3. Simple Bar Diagram
A simple bar diagram is used to represent only one variable.
4. Pie Diagram
This type of diagram is used to show the break-up of a total into
component parts.
ANALYSIS AND INTERPRETATION OF DATA
TABLE NO 4.1
TABLE SHOWING THE CLASSIFICATION OF THE
RESPONDENTS BASED ON THEIR SEX
Sex No. Of respondents Percentage(%)
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Female 34 68
Male 16 32
TOTAL 50 100
SOURCE : Primary Data
The above table reveals that out of the total respondents, 32% are
male and 68% are female.
Thus, it is clear that the maximum respondents are from female
category.
CHART-4.1
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34
68
16
32
0
10
20
30
40
50
60
70
% of
Respondents
Female Male
Sex
THE CLASSIFICATION OF THE
RESPONDENTS BASED ON THEIR SEX
No.ofRespondents
Percentage(%)
TABLE NO 4.2
TABLE SHOWING THE AGE WISE
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CLASSIFICATION OF THE RESPONDENTS
Age No. Of respondents Percentage(%)
Below 20 Years 13 26
21 to 40 years 17 34
41 to 55 years 8 16
Above 55 years 12 24
TOTAL 50 100
SOURCE : Primary Data
The above table shows that among the total respondents, 26% of the
respondents are below the age of 20 years, 34% of the respondents are
between the age of 21 to 41 years, 16% of the respondent fall in between
the age group of 41 to 55 years, 24% of the respondents are above the age
of 55 years.
It is clear that a miximum of the respondents fall under the age group
of 21 to 40 years. The age wise classification of the respondents is
represented by way of a sub-divided pie-diagram in Chart No.1.
CHART NO 4.2
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Age wise classification of the
respondents
16%34%
26%24%Below 20 Years
21 to 40 years
41 to 55 Years
Above 55 Years
TABLE NO 4.3
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TABLE SHOWING FAMILY MEMBERS WISE CLASSIFICATION OF
THE RESPONDENTS
FAMILY
MEMBERS
NO. OF RESPONDENTS PERCENTAGE(%)
Below 3 6 12
3 to 4 24 48
5 to 6 15 30
Above 6 5 10
TOTAL 50 100
SOURCE: Primary Data
The above table reveals that 12% of the total respondents have a family size of
less than 3 members, 48% of the respondents have 3 to 4 members in their family,
30% of the total respondents have 5 to 6 members in their family and 10% of the total
respondents above 6 members.
It is clear that majority of the respondents have a family size of 3to 4
members. The respondents classifications based on their family size represented by
way of a multiple bar diagram in chart No.2.
CHART NO. 4.3
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FAMILY SIZE OF THE RESPONDENTS
6
2415
512
48
30
10
01020304050
60
Below
3
3 to 4 5 to 6 Above
6
No.of Members
%ofRespondents
No.ofRespondents
Percentage(%)
TABLE NO 4.4
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TABLE SHOWING EDUCATIONAL QUALIFICATION OF THE
RESPONDENTS
EDUCATIONAL
QUALIFICATION
NO. OF
RESPONDENTS
PERCENTAGE(%)
Illiterate 4 8
School Level 6 12
Graduate 17 34
Post Graduate 19 38
Others 4 8
TOTAL 50 100
SOURCE: Primary Data
The above table shows that 34% of the respondents are graduates and 38% of the
total respondents are post graduates, Illiterate respondents are about 8% and 12% of
the total respondents completed their schooling.
The above table clearly shows that the post graduates are the majority to
respond.
CHART-4.4
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46 6
12
17
34
19
38
4
8
0
5
10
15
20
25
30
35
40
% of
Respondents
Illiterate School
Level
Graduate Post
Graduate
Others
Education
EDUCATIONAL QUALIFICATION OF THE RESPONDENTS
No.of Respondents
Percentage(%)
TABLE NO 4.5
TABLE SHOWING OCCUPATION WISE CLASSIFICATION OF THE
RESPONDENTS
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OCCUPATION NO. OF
RESPONDENTS
PERCENTAGE(%)
Student 8 16
Govt.Employee 5 10
Private Employe 17 34
House Wife 13 26
Others 7 14
TOTAL 50 100
SOURCE: Primary Data
From table no.5 it is clear that out of the total respondents 16% of respondents
are students, 10% of the total respondents are government employees, 34% of the
respondents are private employees, 26% of the respondents are our house wives, 14%
of the respondents are occupied in other type of job.
Thus , it is understood that among the total respondents, majority to respond are
the private employees and next comes the house wives.
CHART-4.5
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8
16
5
10
17
34
13
26
7
14
0
5
10
15
20
25
30
35
% of Respondents
Student
Govt.Employee
PrivateEmployee
HouseWife
Others
Occupation
OCCUPATION WISE CLASSIFICATION OF THE RESPONDENTS
No.of Respondents
Percentage(%)
TABLE NO-4.6
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TABLE SHOWING THE FAMILY INCOME VISE CLASSIFICATIONS
OF THE RESPONDENTS
MONTHLY
INCOME
NO. OF
RESPONDENTS
PERCENTAGE(%)
Below rs.4000 20 40
Rs.4000 to rs.8000 14 28
Rs.8000 to 15000 10 28
Above rs.15000 6 12
TOTAL 50 100
SOURCE:primary data
The above table shows that 40% of the total respondents are earning an income
which is below rs.4000, 28% of the respondents are getting an income between
rs.4000 to rs.8000, 20% of the respondents are earning an income between rs.80000 to
rs.15000,12% of the respondents are earning a monthly income more than rs.15000.
The income wise classification of the respondents are show by way of a
multiple bar diagram in chart no.3.
TABLE 4.7
TABLE SHOWING CLASSIFICATION OF THE RESPONDENTS
BASED ON THE MODEL OF THE WASHING MACHINES USED
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MODEL NO. OF
RESPONDENTS
PERCENTAGE(%)
Semi automatic 22 44
Fully automatic 15 30
Top load and front
panel load
13 26
TOTAL 50 100
SOURCE :Primay Data
The above table shows that among the total respondents 44% of the respondents
are using the semi automatic type, 30%of the respondents are using fully
automatic,26% of the respondents are using top load range.
The model of the washing machine used by the represented by may of pie
diagram in Chart No.4.
TABLE NO-4.8
THE TABLE SHOWING THE THE RESPONDENTS WAY OF
PURCHASING THE WASHING MACHINE
MODE OF
PURCHASE
NO. OF
RESPONDENTS
PERCENTAGE(%)
Exchange offer 13 26
Through own finance 15 30
Trough hire purchase 14 28
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System
Gift 8 16
TOTAL 50 100
SOURCE: Primary Data
From the above table it is clear that, out of the total respondents 26% have
purchased the washing machine though exchange offer, 30% through their own
finance, 28% among the total respondents bought their washing machine through
hire purchase system and the remaining 16% got the machine as a gift
TABLE NO-4.9
TABLE SHOWING THE INFORMANT A GENT OF THE WASHING
MACHING
INFORMANT
AGENT
NO.OF RESPNDENT Percentage(%)
Advertisement 28 56
Friends& Relatives 16 32
Dealers 1 2
Others 5 10
TOTAL 50 100
SOURCE: Primary Data
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From the table no.9 it is understood that 56% of total respondents came to know
about the washing machine by means of advertisement. 32% of the respondents came
to know through their friends& relatives. 2% of the respondents were informed about
the washing machine through the dealers and only 10% of the respondents came to
know about the washing machine through other sources.
It is clear that majority of the consumers came to know about the washing
machine only through advertisement
TABLE NO-10
TABLEION SHOWING THE RESPONDENTS OPINION ABOUT THE
EFFECTIVENESS OF THE ADVERTISEMENT
LEVEL OF
SATISFACTION
NO. OF
RESPONDENTS
PERCENTAGE(%)
Highly satisfied 9 18
Satisfied 38 76
Dis-satisfied 3 6
TOTAL 50 100
SOURCE: Primary Data
The about table shows that with regard to advertisement of the washing machine
18% of the respondents are highly satisfied, 76% of the respondents are satisfied and
6% of the respondents are Dis-satisfied.
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FINDINGS
It is found that out of the selected respondents, a majority of 68% were female
respondents.
It is found that out of the total respondents 34% are in the age group of 21 to
40 years and 24% of them are aged above 55 years
Regarding the size of the respondents, 48% of the respondents are having 3 to
4embers in their family and 12% of them have a family size with less than 3
members.
It is found that post graduates are in majority (38%) to respond.
It is understood from the analysis, that out of 50 respondents 34% are private
employees and only 26% are house wives.
It is found that out of the selected respondents, a majority of 40% earn an
income which is below rs.4000.
It is found that 44% of the selected the respondents are using semi automatic
type of washing machine.
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It was interesting to know that 30% of the respondents bought their washing
machine with their own money itself. Only 28% of them got the machine
through hire purchase system.
A majority of 56% of the total come to know about the machine through
advertisements.
It is found that a majority of 76% of the respondents are satisfied with the
effectiveness of the advertisements.
It is found that 585 of the respondents are using the washing machine for the
past 1 to 3 years.
While selecting the washing machine 48% of the respondents preferred the
machine for its quick wash and 24% of them for its digital display.
Its found that out of the respondents 88% who are availing the after sales
services providesd by the company.
Regarding the price of the washing machine, 36% feel that the price is
economical and 20% of them feel that the washing machines are highly priced.
A majority of the respondents are satisfied are satisfied with the consumption
of the power by machine.
It is found that a majority of 56% of the respondents are satisfied with the
compactness, capacity and wheel system of the machine respectively.
A majority of 52% of the respondents are satisfied with the washing system of
the machine.
It is found that 44% of the respondents are satisfied with the water pressure
provided in the machine.
Among the total respondents 42% of the respondents are highly satisfied with
the temperature permitted in the machine.
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A majority of 50% of the respondents are satisfied with the colour of the
machine.
It is found that a majority of 62% of the respondents are satisfied with the
control system of the machine.
SUGGESTIONS
It is recommended by the company has to concentrate its marketing in rural
areas still to some extend, as the rural population accounts for 3 quarters of
indias population.
Its recommended that the washing machine must be provided at still more
reasonable price, so that the company can capture the entire market easily in
the future.
The washing machine has to take effective measures for avoiding the
bargaining prices offered by the dealers at the showrooms, so that the product
will have a even price throughout the market. By which the image of product
can be safeguarded.
It is necessary for the company to establish more service stations, by which the
complaints of each and every consumers, about the washing machine looked
forward easily, so that the image of the product can be safeguarded.
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Special offers and discounts are needed in order to enhance the sales of the
washing machines.
CONCLUSION
The marketer must see that consumers with purchasing power constitute
a potential market. No sales can be made unless there are buyers. It is essential
for the markets to carry out the business in such a way thus they give
satisfication to consumers needs at a profit. In many cases consumers are
ignorant about their needs. The marketer adopts the consumers point of view
and tries to make what they can sell, but not sell what they can make. They
become consumer oriented. A manufacturer should study the consumers in
relation to their needs, desire and satisfaction and their design and make
products to match the taste of the consumers.
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BIBLIOGRAPHY
Book Referred
Sontakki. C.N. - Marketing Management
Pillai And Bagavathi. R.S. - Modern Management
Guptha D.R. And Sumitra Pal - Consumer Behavior
Rajan Nair. N. And Sdanjith. R. Naur - Marketing
Kotharri. C.R. - Research Methodology
Saravanvel. S.P. - Research Methodology
Guptha. S.P. - Statistical Methods
Web Site
www.lgwashing machine.com
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A STUDY ON CUSTOMER SATISFACATION OF LG
WASHING MACHINES WITH SPECIAL REFERENCE TO
SALEM CITY
QUESTIONNAIRE CUM SCHEDULE
1. Name of the Respondent :
2. sex : Male Female
3. Age
Below 20 yrs 21 to 40 yrs
41to55 yrs Above 35 yrs
4. Maital status:
Married Unmarried
5. Number of family members:
Below 3 3 to 4
5 to 6 Above 6
6. Eductional Qualification:
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Illiterate school level
Graduate post graduate
Others
7. Occupaion:
Student Govt. Employee
Privateemployee House Wife
Other
8. Family Income Level Per Month :
Below Rs.4000 Rs. 4000 To Rs.8000
Rs.8000 To 15000 Above Rs.15000
9. Please specify the type of LG washing machine that you are using now :
Semi Automatic Fully Automatic
Front Loading &
Top Loading
10.On what basis did you bought this machine?
Exchange Offer Through Own Finance
Through Hire Purchase Gift System
11.If you have bought your washing machine through hire purchase system, who
has arranged finance for your?
Dealers Bank
Other source
12.How do you came to know about this machine?
Advertisement Friends &Relatives
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Dealers other sources
13.What is your opinion about the advertisements of this effectiveness of this
product ?
Highly Satisfied Satisfied
4 To 5 Years Above 5 Years
14.For how long are using this machine ?
Less than 1 Year 1 To 3 Years
4 To 5 Years Above 5 Years
15.In your opinion what is the most attractive features available in LG washing
machine ?
Buzzer Digital Display
Quick Wash Rust Proof
Over Load Protection
16.Does your company provides any other sales service ?
Yes No
17.What is your satisfication level regarding the sales service ?
Highly Satisfied Satisfied
Dis-satisfied
18.How do you feel about the pricing ?
High Priced Low Priced
Not So High Economical
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19. Opinion Survey :
20.In your opinion what is the improvement needed for LG washing machine in
terms of :
Price Range Product Range
Quantity Colour
Place Availability
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Produt Attributes Highly Satisfied Satisfied Dis-Satisfied
Power consumption
Capacity
Type of wash
system
Speed
Compactness
Water pressure
Temperature
permitted
Wheel
Colour
Control system
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