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A DISSERTATION REPORT ON STUDY OF

COMPARATIVE MARKET ANALYSIS OF SAMSUNG ELETRONICS VIA ITS COMPETITORSSubmitted in partial fulfillment of the requirements for the Degree

Of Masters of Business Administration

Submitted By

Deepak Rai

COLLEGE OF ENGINEERING ROORKEE SCHOOL OF MANAGEMENT (UTTARAKHAND TECHNICAL UNIVERSITY)

ACKNOWLEDGEMENTI am extremely thankful to who helped and inspired me in giving silhouette to the present research work. My first thanks go to God.

I am unable to find suitable words to express my gratitude to my supervisor Mrs. Veera Lakshmi, Head of the Department, COER School of Management, Roorkee, Haridwar for her support and tireless guidance during the course of my dissertation. Without his guidance I would never have been able to complete my research work.

I am beholden to Dr. Himadri Phukan, Assistant Professor, and Department of Management Studies COER School of Management for his precious encouragement and suggestions.

I owe my thanks to the authors and publishers of various books, magazines, journals and reports, a list which is given in the bibliography at the end, which I made use to complete my research study.

Finally, I extend my deep thanks to my family members who are the source of enthusiasm, who always taught me values of honesty and hard work, which are the corner stones of true happiness and success I shall be failing in my responsibility, if I ignore my Friend, who pointed out errors in my thesis and always provided me moral support to keep my spirit high.

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Date:

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DECLARATION

I hereby declare that the present study entitled Comparative Market analysis of Samsung Electronics via its Competitors is being submitted by me in the partial fulfillment of the requirement for the award of Degree of Master in Business Administration by COER-SM, Roorkee is a record of my own work.

The matter embodied in this project report has not been submitted to any other institution or university for the award of any degree, diploma, certificate etc.

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Date:

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TABLE OF CONTENTS

1. Executive Summary52. Objective.63. Scope74. Introduction.8

a. Overview of the Consumer durable sector..9b. Company profile10-12c. Comparative analysis.13-14 5. Review of literature.15-18 6. Research Methodology19-20 7. Data Analysis and Interpretation21-27 8. Findings 28 9. Limitations.29 10. Recommendations.30 10. Conclusion..31 11. References..32 12. Annexure...33-36EXECUTIVE SUMMARY All human actions have one of these seven causes: chance, nature, compulsion, habit, reason, passion and desire. As a human being the major cause to take over this project was reason. The reason is to accomplish my task, aim, and motive of enhancing my knowledge and to know more about the consumer durable industry. Consumer durables have become inseparable in this era of modernization and thus influence even the common mens life. This is one of the fastest growing industry with a growth of about 8% every year. Invention and the launch of new technology is the most important tool of this industry. To maintain the quality of products provided to the customers the companies dealing in the consumer durable products has to undergo extensive study and research work. This project work is a small attempt to understand the dealer and retailer behavior in regard to the Air conditioners and to find out the position of Samsung among its competitors.This SIP project is being conducted on Consumer durables i.e. Air conditioner for (Samsung India Electronics private limited), I am focusing on Comparative Market study of consumer durables of Samsung vis--vis its competitors i.e., LG, Videocon, Haier, Blue star in A.C segment. For this the Survey was conducted with a set of questionnaire containing the questions which helped in obtaining the desired information from the dealers & retailers.. Till date around 30 dealers and retailers are approached in Delhi. The information was obtained through questionnaire as well as by the interview method. The copy of questionnaire is being attached with this report. The method of personnel interview was also adopted for those who were unwilling to give any information in writing. At present around 50 of such interviews have been conducted keeping in mind the requirements of the survey being conducted.This report also includes the analysis of around 10 years sales data. This data with the help of Le square method is used to predict the future demand as well as the sales of Samsung.

OBJECTIVEThe major objective of the study is to analyze the position of Samsung Vis--Vis its competitors and to identify weak areas and provide recommendations for the sales. The consumer durable market has grown considerably in last few years in India. With the growth, the level of competition has grown as well. Literally every day companies come up with new attractive offers to grab the better share of the market. The challenge is not only to get the new customer but also to continue with the existing customers.

The objective of doing the project is to:

-Identify the Dealer of Samsung products with respect to its competitors in AC segment.

- To suggest some differentiating strategies to stay ahead in competition in AC segment.

- To identify the factor affecting the four Ps i.e.

Product

Pricing

Promotion

Placement.

Example:

What are the parameters on which consumer makes his purchase decision?

Parameters Rank

OPrice .

OPackaging .

OProduct Features ..

OBrand Name .

OProduct Quality .

OProduct Design .

SCOPE OF STUDY

1. Impact of consumer durables (being taken in to the study) on the retailers, dealers.

2. Comparison of Samsung with other competitors.

INTRODUCTIONA comparative marketing study of Samsung Electronics vis--vis competitors (L.G, Haier, Videocon, Blue star) in the area of Delhi and Surroundings.All progress is born of inquiry. Doubt is often better than overconfidence, for it leads to inquiry and inquiry leads to investigation Research inculcates scientific and inductive thinking and it promotes the development of logical habits of thinking and organization.

Research is a common parlance refers to a search of knowledge. The advanced learners Dictionary of current English lays down the meaning of research as a careful investigation or inquiry especially through search for new facts in any branch of Knowledge

What is comparative Marketing study? In comparative marketing research we take our competitors products and make comparison through consumer with our own products.

Why Comparative Marketing study? Comparative marketing study/research comprise one of the most important and fascinating task of marketing. It provides information for marketing decision making, any problem that are identified and investigated further by using problem solving techniques with the objective of arriving at solution. The most important innovation in the new approach is to study simultaneously different organizational forms of business interest representation. The aim of the study is to point out the best (in this respect) among the alternatives that are being studied. The final aim perhaps is not only to find the best, but also to improve it or similar objects later on.

Overview of the Consumer Durable MarketThe consumer durable market in India has seen a proliferation of brands and product categories in recent years. Most major international brands from Japan, Korea, US, Europe and China have been launched in India with varying degrees of success. One of the largest barriers to entry for any brand in India is the distribution network. The cost of servicing the network is huge for any brand. The consumer is aware of the cost-benefit, or value for money aspect. Financing options are crucial in case of high-priced products. They increase the affordability for a wider segment of population.

Consumer Durable Market Pie In Financial year

COMPANY PROFILEFounded in 1938, Samsung Corporation is one of Koreas most enduring and respected corporations, having stood behind the advancement of the national economy for more than three quarters of a century. At the origin of Samsung Group, Samsung Corporation was the trading arm of the group, epitomizing its vibrancy and dynamism in the area of global trade. Its designation in 1975 as Koreas first-ever General Trading Company marked a new chapter for its overseas operation, which since then grew into a scope truly worthy of a global trader. Samsung Corporations entrepreneurship and achievement on the world scene have been a major inspiration for Koreas trading community.

In a continuing bid to expand its business area beyond the confines of international trade, in 1996, Samsung Corporation merged with Samsung Construction, and in 1997, launched into the retail business. Currently, Samsung Corporation is engaged in two major business areas: trading, construction. The organization consists of two business groups, with the retail business headquarter under the trading group, and with the housing development headquarter under the construction group. The Trading Group, currently operating from its 71 overseas offices, exports semiconductors, machinery, plants, iron & steel, chemical products and textile; and imports energy, chemical products and machinery & equipment. In addition to trading, the Group carries out a variety of other projects including overseas investment, project organizing services and energy & natural resource development projects.

The Construction Group, a provider of construction and engineering services, is also a plant builder and housing developer. To date, the group has to its credit Malaysias Petronas building, the worlds highest edifice, 452m high, boasting 92 stories aboveground; New Busan Port; Incheon Intl Airport; Ulchin Nuclear Power Plant; and Raemian and Trapalace, the apartment complexes. From energy resources to housing, each of these projects is a powerful testimony to the groups technological excellence. Last year, the group entered into a contract to build the worlds highest building, Burj Dubai.

Notably, Raemian, one of Samsungs signature apartment complexes is a remarkable triumph, hailed as new standard-setting luxury housing. The success of Raemian, topping the National Customer Satisfaction Index (NCSI) in the apartment category for eight consecutive years, has driven up our overall market share in housing development to the top of the scale as well.

The Retail Business is buoyant and thriving with Samsung Plaza Bundang , a multi-feature shopping center, and Samsung Internet Shopping Mall, familiarly referred to as Samsung Mall as its two main platforms. Laying the foundation to become a World Class Company Year 2006Jan

Developed the first-ever speech recognition phone

Developed innovative 8-chip stacking MCP technology

Posted more than $10 billion in net profit

Became the worlds top three companies with the most patents, launched patent- based management

Feb

Released digital slim TV with the narrowest body depth

Released the first notebook PC with embedded terrestrial DMB receiver

Samsung Blueblack phone, SGH-D500, was selected as "The Best Handset" at

3GSM global conference in cannes, France

First commercialization of terrestrial DMB phone in Korea

Developed DDR3 DRAM

Developed the first wrinkle-free steam washer

Mar

Developed the first HSDPA terminal for commercialization and ultra-high speed

HSDPA system

Cash payment to more than 15,000 SMEs

Developed 82" TFT-LCD

Developed 7 megapixel camera phone

Apr

Became the official sponsor of Chelsea, the renowned English soccer club

May

Developed the worlds first OLED for 40" TV

Completed and announced standard dimension for 8 th and 9th generation LCD Panels

Released the first HD class PDP TV with 10000:1 contrast ratio

Began mass production of 70 nano processed 4 GB NAND flash memory

June

Accumulated production volume of large LCDs surpassed 100 million units

Began upgrading digital audio business to the worlds top level

Launched a new brand campaign with the theme of "Imagine"

Released the first 5 megapixel, 3x optical zoom camera phone

Began mass production of 90 nano processed 1 GB DDR2 DRAM

July

Released the world's first 7 mega pixel camera phone

Aug

Released the world's biggest DLP TV

Sep

Developed the world's first 50nm 16Gb NAND Flash

Released the world's first Blue-Ray Home AV Center

Oct

Blue-black phone(SGH-600) selected as the "Mobile Choice's Phone of

the Year"

Developed the world's first 70nm DRAM

Developed the world's fastest speed graphic DRAM(GDDR4)

Nov

Developed the largest Flexible LCD Panel

Dec

Received "25 iF Design (Germany) awards"

Handset shipments reached over 100 millionComparative AnalysisA comparative Analysis of Samsung Electronics vis--vis competitors (LG, Haier, Videocon, Blue star) in Delhi.What is comparative Analysis? In comparative Analysis we take our competitors products and make comparison through consumer with our own products.

Why Comparative Analysis? Comparative Analysis comprises one of the most important tasks of marketing. It provides information for marketing decisions. Problems are identified and investigated further by using problem solving techniques with the objective of arriving at solution. The most important innovation in the new approach is to study simultaneously different organizational forms of business interest representation. The aim of the study is to point out the best among the variables that are being studied.

The study will include the survey which will be targeting about 30 dealers in the area of Delhi. The main emphasis in the survey will be given on the sales of Samsung in comparison to its competitors in AC segment.Another component of my study will be the analysis of the brand (Samsung) on four Ps i.e.

Product

Pricing

Promotion

Placement.

These are the four factors which help an organization to understand the market and help in taking future decisions relating to the launch & the strengthening of the market for the brand.

Benefits to company:

1. Display Share Tracking: Display share tracking will help us to find out this information. It will be used to revealed potential demand of each product.

With the help of display tracking we will find out the highest selling product and lowest selling product in the market.

It will help in taking decision during the line expansion and line pruning.

2. Consumer perception: This is done with the aim of capturing the true words and emotions of consumer, and in turn using this information to improve or developed products or to determine people attitude toward the products.

It will help company to get feedback from consumer.

It will prevent the undervaluation of competitor and we can find the strength and weakness of our product.

This will help us to stay ahead in competition. It will encourage value creating investment.

It will help in maximizing the consistency of value creation. Measuring performance.

It will help us for market share analysis.

So I can say this study is more suitable for Samsung to compete and survive in global market. REVIEW OF LITERATURE

John R. Baldwin and Ryan Macdonald: (April 23, 2012): This paper studies the growth of the Canadian resource economy and the contribution of trading gains arising from increasing terms of trade to real income growth from1870to2010. It combines a historical account of the growth of a succession of natural resourcesexamining both the production and price history of agriculture, forestry, mining, and oil and gaswith an overview of the impact of these developments on Canadian well-being. It uses estimates of the difference between real income and real output growth, based on measurement theory from the System of National Accounts, to measure trading gains that arose from increasing terms of trade over the period.From1870to2010, the cumulative growth in the volume of real gross national income (GNI) due to trading gains is18% larger than the more common measure of production, gross domestic product (GDP). The pattern is one of a long, initial period of positive growth in the gap between real GNI and real GDP from1870to1920. This was followed by spurts of growth associated with the two world wars that were partly, but not fully, offset by subsequent reversals. The1970s and the post-2000petroleum and resource boom continued the long-term trend of an increasing differential between real GNI and real GDP.

John R. Baldwin and Beiling Yan (March 20, 2012): This paper asks how market expansion contributes to productivity growth. It investigates whether entry to both new international markets and new domestic markets is associated with greater productivity growth. It also examines whether exit from export markets is necessarily associated with deteriorating performance or whether it too can lead to success when associated with movements to new markets. Finally, the paper examines the strategy of firms that move to new markets after they withdraw from export markets in order to examine the differences that set them apart from their counterparts that do not find themselves able to adapt because they simply withdraw to their home domestic markets.Guy Gellatly and Ryan Macdonald(February 29, 2012): This paper highlights the large progressive decline in Canadas net financial liabilities to non-residents that has occurred over the last fifteen years. It reports tabulations on changes in Canadas international investment position and the associated cross-border income flows, and evaluates the extent to which these investment income flows have affected the size of Canadas gross national income relative to its gross domestic income. The paper also examines the extent to which changes in Canadas net international investment position have increased the national net worth of Canadians relative to the countrys stock of national wealth.Yusuf Siddiqi and Meir Salem: (February 3, 2012): This paper presents a first Social Accounting Matrix (SAM) compiled for Canada. Using data for the year2000, the authors construct a SAM for the national economy. A SAM extends the National Accounts to allow for a fuller understanding of the socioeconomic system that captures the interdependencies of institutional groups. This paper presents a macro SAM with three micro extensions. The first application expands the household sector through integration with household surveys, showing incomes, outlays, savings, and fiscal transfers of the sector by income quintile and other household attributes. For this exercise, the authors use a market-transaction approach, which introduces a new perspective on household savings that diverges from national accounting concepts and the Canadian System of National Accounts sub-control totals. The second application expands employment income by age, gender, educational attainment, and industry of employment. The third application shows product taxes by type of expenditure and type of tax.John R. Baldwin, Wulong Gu and Beiling Yan: (December 12, 2011): Labour productivity growth in the Canadian business sector slowed substantially after2000. Most of the slowdown occurred in the manufacturing sector. This paper examines how this slowdown was associated with the restructuring that occurred in manufacturing as a result of the increase in excess capacity, the dramatic increase in the CanadaU.S. exchange rate and a slowdown in export growth. The paper finds that at least half of the slowdown in aggregate productivity growth is because of the pro-cyclical nature of productivity growth arising from capacity utilization. Almost all of the aggregate productivity growth slowdown is driven by exporters, who had large declines in labour productivity growth in the post-2000period.

John R. Baldwin, Marc Frenette, Amlie Lafrance and Patrizio Piraino( November 21, 2011): This paper uses a different metric, referred to as "potential" income. Potential income is the sum of realized income and the income that could be realized from owned assets such as mutual funds and housing. Households prepare for retirement by saving and borrowing and investing the proceeds. The assets accumulated over a lifetime may or may not be drawn down in later years. If they are not, income streams underestimate the potential income available to support retirement. This paper takes this potential into account when comparing the pre- and post-retirement financial status of Canadian households.Based on data from the1999Survey of Financial Security, this analysis shows that when potential income is considered, households headed by seniors (aged65or older) compare much more favorably with younger households than when normally measured income is utilized. Indeed, when after-tax estimates are used, the potential income per adult-equivalent in senior households exceeds the income of households headed by younger adults.

Danny Leung and Chris Robinson: (October 20, 2011):This paper asks how and why the transition rates for males between non-employment, paid employment, own-account self-employment, and self-employment with paid help changed in Canada between the1990s and the2000s. It is found that the self-employed were much less likely to move back into paid employment in the2000s than they were in the1990s. Estimates from a dynamic mixed multinomial logit model suggest that increased state dependence, not demographic change or changes in the industrial and occupational structure, accounts for the increased stability. Since the productivity of entrants has been found in the literature to be less than that of incumbents, the fact that there were more newly self-employed in the1990s and that their businesses did not survive long is likely related to the poorer productivity performance of the self-employment sector in the1990s compared to that of the self-employment sector in the2000s.John Baldwin and Amlie Lafrance: (Released August 19, 2011): The nature of the competitive process that causes a reallocation of market shares within an industry contributes to aggregate productivity growth. This paper extends our understanding of industry differences in the competitive process by examining firm turnover and productivity growth in various services industries in Canada and situating them relative to retailing and manufacturing, two industries that have been the focus of these studies in the past. Seven industries in the services sector, namely wholesale trade, transportation and warehousing, air transportation, truck transportation, broadcasting and telecommunications, business services and financial services, are examined.The effectiveness of entry (measured as market share captured) differs considerably more across industries than does its intensity (measured in terms of the percentage of new firms experimenting with entry at any point in time). Business services and truck transportation have the highest effective entry rates. The failure process within entrants is similar across industries, but in industries where entrants are relatively large at birth, the penalty for entry at suboptimal size or productivity is higher. The reallocation process of market share varies across industries, ranging from shifts between incumbents solely in broadcasting and telecommunications, to large gains by entrants at the expense of incumbents in business services and truck transportation. However, firm turnover contributes positively to productivity growth in all industries, with the turnover due to entry and exit being the most important contributor to productivity growth. The industries that most resemble retail in terms of relative importance of entry and its contribution to productivity growth are business services and truck transportation.

John Baldwin, Danny Leung, and Luke Rispoli: (Released July 28, 2011): This paper asks how the performance of self-employed unincorporated businesses affects the size of the gap in labour productivity between Canada and the United States. To do so, the business sector in each country is divided into unincorporated and corporate businesses, and estimates of labour productivity are generated for each sector.The productivity performance of the unincorporated sector relative to the corporate sector is much lower in Canada than in the United States. As a result, when the unincorporated sector is removed from the estimates for the business sector in each country and only the corporate sectors for the two countries are compared, the gap in the level of productivity between Canada and the United States is reduced.Danny Leung and Luke Rispoli: (Released June 13, 2011): Adopting the methodology used to produce estimates of gross domestic product (GDP) by size for the United States, this paper estimates GDP for small and medium-sized businesses versus large businesses for the Canadian non-agricultural business sector in2005. In the entire non-agricultural business sector, small and medium-sized businesses with less than500employees account for54.2% of GDP in Canada and for50.7% of GDP in the United States. When two industries with heavy government ownership in Canada (health and education) are excluded, the results are52.9% and50.3%, respectively.RESEARCH METHODOLOGYResearch is the systematic design, collection, analysis and reporting of data and findings relevant to a specific situation or problem. The objective of this section is to describe the research procedure and methods that have been adopted for the achievement of the project objectives.

a. Research Design: Exploratory research studyA research design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure. My research is comparative in nature. b. Method of Data collection: In order to study the dealer perception regarding the sales of Samsung Products with respect to other companies in Delhi both primary and secondary data will be collected.

The study proposed ,,to collect Primary data through questionnaire using survey method. So as to give a precise, accurate, realistic and relevant data.

The secondary data as it has always been important for the completion of any report provides a reliable, suitable, equate and specific knowledge. The data will collect from various magazines, fact sheets newspapers and websites published by the company.

c. Sampling Technique: The study proposed to use convienient sampling.

d. Sample Area: In order to make a comparative analysis study the dealer & retailers perception of Samsung products with respect to its competitor, the data for the study has been collected through a survey of Dealers/Retailers of Delhi and surroundings.

e. Sources of Data:The nature of the data that has been used in the project under study is both primary and secondary in nature.

Primary data

Questionnaire, personal meetings, interview method with the concerned persons will be used to collect the primary data. The primary data is collected by interviewing the concerned persons.

Dealers Questionnaire is prepared to collect the data and this data will be analyzed for studying the position of Samsung in comparison to that of its competitors i.e. L.G. Haier, Videocon and Blue star.Secondary data

Offer documents, fact sheets, news papers, magazines published from time to time and Internet, Company sources. The secondary data for the project is collected from websites, books, and journals. The other data was collected from the offer document and informal discussion with company members.

References are also taken from search engines.

DATA ANALYSIS AND INTERPRETATIONFor this purpose I conducted a survey with the sample size of 30. This sample includes the dealers and the retailers in the area of Delhi and surroundings. The questionnaire having 16 questions was prepared to obtain the desired information and the method of personnel interview was also adopted for those dealers who were not interested in filling the questionnaire and the data got is then analyzed and following are the results for the same.

1. Which of the following brands of AC, you are dealing in? Fig 1.10Interpretation-

32% of the dealers deal in multiple brand and 68% of the dealers deal in single brand.

2. How many models do you display for each brand?

In this question mainly the 1.0 ton, 1.5 ton and 2 ton capacity of both window split air conditioner category were considered and the models displayed at each counter on an average are as under:

Capacity Samsung w/s LG w/s

Bluestar w/s Videocon w/s

Haier w/s

1 Ton2/12/1 2/11/11/0

1.5 Ton3/23/12/21/11/1

2.0 Ton1/11/11/01/0.5/0

Interpretation: Samsung and LG are the brands which display maximum models more than others brands.3. Which are the two highest selling models of each company in AC & their prices?

Each brand has its unique image for its product thus the highest selling models for each brand also vary according to the quality features as well as demand for the products the highest selling model for the each brand are as follows

Brand Model

Samsung 18QB

LGW18G2

VideoconSB1608

BluestarWAM181YB

HaierHW12DX

Interpretation: After analyzing that Samsung 18QB ,LG W18G2 ,Haier HW12DX,are the most preferable models by the customer.4. To what extents, following brands of AC are preferred by customers?

The major brands preferred by the customers according to the options given are as follows Fig 2.1Interpretation: Samsung AC are the 2nd most AC brand prefer by the customer in respect of others.5. What is the price band for which the customer looks for while making purchase decision?

This question mainly brought out the conclusion of which price brand generally the customer looks for when he makes his purchase decision this is explained as under.

SegmentPrice Band

1.0 Ton11000

1.5 Ton16000

2.0 Ton20000

Interpretation: 1.5 ton ACs are the most demanding segment in Samsung Price Band.6. What is the expected percentage of customers who are willing to pay? Premium, or has the Low-end customers the analysis of the data reveals that the proportion of premium customers is around 78% as compared to that of low-end customers that comprise of only 22% .

Fig 2.2Interpretation: As in above graph 78% customers are the premium customers and rest of 22% customers are Low-end-customers of the Samsung Brand.7. What is the annual estimated sale of AC? After taking out the average of the low-end and premium markets the results obtained are that the average annual sales of the premium end market that comprises of 30 dealers and retailers was as under this analysis work constitute the limited sample size and thus may no predict the correct figures. The word season means the month of March, April, May, June.Brand NameAnnual average estimated sales

Samsung 29000 pieces per season

LG 27000pieces per season

Bluestar 25200pieces per season.

Videocon 15000pieces per season.

Haier 7800pieces per season.

Interpretation: Samsung ACs are having the highest Annual Sale in respect of other Brands. Samsung ACs are leading brand with the annual sale of 29000 pieces per season.8. Please rank each of the following features from 1 to 5 on the basis of their importance to customers.This question after being analyzed brought out the conclusion that out of the total sample size people who gave their 1st preference to brand name were around 42% and who went for Features were 22% and people who gave their 1st Preference to price were 28% dealers communication & Design constituted respectively for 2% & 6%. This can easily be understood by the fig 2.3.

Fig 2.3Interpretation: As shown in the above graph customer mostly purchase ACs according to their brand name, after that on the basis of features and price.9. When customers mostly visit showroom for buying AC?

Question 9 & 10 mainly help in predicting that which Promotional Techniques attracts customer the most and the results obtained after the analysis work are shown in the fig 2.5

Fig 2.5Interpretation: As shown in above graph customer mostly prefer ACs at the time of discount offers, exchange offers and others.7. Which Brand you Recommend and why?

As this was the last question the importance of this question was much more as people tried to ignore it but the information obtained from the analysis of this question are shown in the fig 2.7

Fig 2.7Interpretation: Customers and Dealers both firstly prefer LG & Samsung AC brands,35% of customer prefer LG and 28% prefer Samsung ACs.FINDINGSPrimary data collected through questionnaire, Personnel Interviews regarding the Samsung and its competitors i.e. L.G, Videocon, Haier, blue star and the analysis of the data using Research Methodology reflects the following.

1. Consumer Durables play a major role in the life of each individual.

2. The dealers are the inseparable pillar between the company and the ultimate consumer.

3. Retailers can sell any thing to the consumers if rewarded with appropriate incentives.

4. Dealers are happy keeping the single brand.

5. Retailer like keeping variety brand so as no let the consumer leave the counter until he affect sales.

6. The retailers of remote areas of Delhi i.e. Jahangirpuri, Madipur, Paschim vihar, Mangolpuri have different perception about A.C.

7. Retailers like to stock the most sellable models of the company rather than the display models being promoted by the company.

8. The dealers in Karol Bagh, Lajpat Nagar, South-Ex, Pitampura like targeting high profile people.

9. The markets of Jahangirpuri, Madipur, Paschim vihar, Mangolpuri are the low end markets.

10. The percentage of premium end customers in Karol Bagh, Lajpat Nagar, South-Ex, Pitampura is around 90% as compared to of 30% in Jahangirpuri, Madipur, Paschim Vihar, Mangolpuri11. Low end markets of Delhi have very high market for 1.5 ton Air conditioners.12. The retailers in Paschim Vihar are in a better position to tackle consumers as compare to that of other remote areas.13. Dealer disclosed the fact that approx 85 percent customer come with prior knowledge of product price, features, discount offer, exchange offer only 15 percent are unknown customer.14. LG got the highest recommendation 35 percent, Samsung got 28 percent, Haier got 17 percent and Videocon got the 20 percent recommendation.15. The analysis of the sales data reflects that the sale of Samsung is increasing year after year in comparison to its competitors.16. The ranking of the brands have the positive relation with design, price and others have the negative correlation.LIMITATIONS OF THE STUDY The Data collected from the Dealer might not be very accurate to obtain the desired information.

The sample size taken is small to make a universal statement.

The final conclusion can be also affected by some of the extraneous variables.

Though the study represents the position of Samsung in Delhi. Due to small sample size, the finding may not be a true representative and it cannot be generalized.

Biasness of the respondent.

Lack of sufficient information. Lack of the instruments to find out the reasonable outcome. Difficulty in gathering the reasonable data Its all about the future predictions and future is unsuitable.RECOMMENDATIONS The Companies should more concentrate on R&D rather than wasting their money in various Sales promotional techniques.

Samsung India Electronics should also target the lower End markets where their sale is very low due to the existence of the local players.

Samsung should make the market strategy keeping in mind both the lower-end as well as the premium markets.

Samsung should also concentrate on the product category gap between the branded and the local players to win the competition in the long run.

CONCLUSION

From the study we can conclude that consumer durables play a major role in the day to day life of human beings. Consumer durables are has taken place as a necessity now a days one finds it hard to survive without them.

The comfort alone should not be considered as the basis of measurement of the performance of Consumer Durable industry, it should also include the Necessity Part. Samsung India electronics one of the leading Consumer Durable provider should also concentrate on the research and development in the country itself so as to fulfill the demands of the local residents in the desired manner.

REFERENCE www.Samsung.com

www.sony.com

www.haier.com www.lgindia.com www.videocon.com www.bluestar.com http://edweb.sdsu.edu/triton/SDBiarritz/Rubric.html www.winebusiness,com http://www.researchandmarkets.com/reports/53984/ www.marketingpower.comANNEXUREPURPOSE OF STUDY

I am an MBA student of COER- SM presently pursuing my Management Research Project. Information in the questionnaire will be:

Used for academic purposes only

Kept strictly confidential

Q1.Which of the following brands of AC, you are dealing in? (Please Tick)

a) LG

(

d) Samsung

(e) Videocon( c) Blue star ( f)Haier ( f) Any Other (Please Specify) ________Q2.How many models do you display for each brand?

Capacity

Samsung

W/S LG

W/S Haier

W/SBluestar

W/S Videocon

W/S

1.0Ton

1.5Ton

2.0Ton

Q3. Which are the two highest selling models of each company in AC & their prices?

Samsung -

LG -

Haier -

Videocon-

Any other-

Q4.To what extents, following brands of AC are preferred by customers?

(Mark the appropriate preference level by ticking against respective brand)

BrandsVery HighHigh LowVery LowNil

LG

Samsung

Hiear

Videocon

BlueStar

Q5. What is the price band for which the customer looks for while making purchase decision?

Segment Brand Price/W Price/S

1.0 Ton

1.5 Ton ..

2.0 Ton ..

Q6. What is the expected percentage of customers who are willing to pay?

Premium . Low-end ..

Q8. What is the annual estimated sale of AC?

Brand Amount

Samsung ..

L.G ..

Videocon ..

BlueStar ..

Haier ..

Q9. Please rank each of the following features from 1 to 5 on the basis of their importance to customers.

Rank 1= the most importance feature

Rank 5=the least important feature

Feature

Rank Ordera) Price

_________b) Design

_________c) Features

_________d) Dealers Communication

_________ f) Brand Name

_________Q10.At which visit, customer generally finalize his/her decision for buying a AC?

a) At Fist Visit

(

c) At Third Visit

(b) At Second Visit (

d) Any Other (Please Specify)_____

Q11. When customers mostly visit showroom for buying AC?a) During Exchange Offer(c) During discount Offer(b) During Gift Option Offer(d) Any Other (Please Specify)_________

Q12.What is the most acceptable size in AC now days?

a) 1Tone

(

b) 1.5Tone( c) 2 Toned) Any Other (Please Specify)

___________________________

Q13.. Which Brand you Recommend and why?

PERSONAL PROFILE

Dealers Name: ____________________________

Address: ____________________________

_____________________________

Ph. No.:-____________________________

Date: Sign/ Stamp

Brand Name

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