A Project Report On A Study of Consumer Durable Market for Samsung Electronics Ltd. With Special References to HyderabadSubmitted ByRAKESH KUMARRoll No. 06032E0017Under the esteemed guidance ofDr. D. Raghunatha ReddyProfessor , SMS ,JNTUH

Consumer Durables consumer electronicsTVs, VCD players and audio systems etc.

consumer appliancesrefrigerators, washing machines, air conditioners (A/Cs), microwave ovens, vacuum cleaners and dishwashers.

Indian consumer durable industry has changed due to greater affordability , changing lifestyle , boom in real estate and commercial advertising . It has changed consumer behavior. Products like washing machines, air conditioners, microwave ovens, color televisions (CTVs) ) are no longer considered luxury items.Major Indian players : Videocon, Godrej Industries , Kelvinator, Godrej, Alwyn , and VoltasMNC Players: Whirlpool , LG , Samsung , Sony , IFB , Philips etc . MNCs competes on the basis of superior technology combined with a steady flow of capital, while domestic companies compete on the basis of their well-acknowledged brands, an extensive distribution network and an insight in local market conditions

The industry is expected to grow at a rate of nearly 19% and reach to US$ 9.5 Billion by 2013.Consumption of consumer durables is nearly 68 % in urban area while 32% in rural area .The usage of refrigerator stands at around 18%, washing machine 6% , microwave oven 1%, air conditioner less than 2%. The low penetration of these products shows a lucrative untapped market.Some high-growth categories are mobile phones, TVs and music systems. Flat panel displays has registered a growth rate of 70%.MNCs has captured 70% market share.

SAMSUNGSamsung Electronics is a global leader located in 48 countries in semiconductors, telecommunications, digital media and digital convergence technologies with global revenues of $116 billion with current year target of $ 3.2 billion for India.Samsung India is the hub for South West Asia Regional operations. Headquartered is New Delhi. Manufacturing complex for CTV, Mobile, Refrigerators and Washing Machines is located at Noida, near Delhi. Samsung commenced the manufacture of LCD televisions at its at Sriperumbudur, Tamil Nadu.

Product ProfileMobile PhoneCamera /Camcorder Home Appliances : TV ,Audio , Video Refrigerator ,Air Conditioner ,Washing Machine, Microwave Oven, Smart Oven.PC ,Peripherals ,Printer, Notebook, Monitor, Optical Disc Drive , External HDD , Laser Printer .Component Business: Semiconductors and LCD. Semiconductors : DRAM , SRAM , NAND flash memory and Solid State Drives . display driver IC , (CIS), MAP LCD: DIDs , ultra-slim, edge-lit LED-backlit LCD panels, Wide screen LCD.

Research design Primary Data: Through questionnaire from consumersSecondary Data: Past studies , internet and other sources of company.Sampling : Random Sampling methodSample Seize : 100 Consumers.Research Area : Hyderabad

Data Analysis and Interpretation

CHI SQARE TESTIt is used to test association of two or more attributes.

By Chi square test it has been proved that Buying a TV and Buying a Samsung TV are related. Also Repurchase of Samsung product depends on its being a successful brand.

FINDINGAll the dealers sell range of consumer durables.Samsung is a successful brand providing range of products with competitive prices.LG is leading in TV , Refrigerator segment.Whirlpool is leading in washing machines.Philips is leading in DVD.Quality of product is more important than price.After sales service is an important factor behind sale of consumer durables.

SUGGESTIONS &RECOMANDETIONSamsung should improve the after sales service .Samsung Should reduce it`s price to beat competition.Samsung should use promotional tools.Samsung should introduce low price , low power, reliable consumer durables to suit middle class.More Advt. focusing quality in TV and news paper will increase awareness of products.Number of Demo call must be increased.Improve aftersales service and it`s promptness.

CONCLUSIONConsumer durables : Integral part of lifeMain Competitor of Samsung: Sony and LG Main Factor of Sales :Quality , price and after sale service Samsung product has significant presence in High end technological products .Financial Schemes and product promotions play measure role in increasing sales.Samsung has acquired urban market but rural market is having lot of growth potential.

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