Awareness & Concept of MicroWave Oven As A Product & Consumer Behavior in Respect of LG As A Brand

Summer Training Report
On
“Awareness and Concept of Microwave Oven

as a product & Consumer Behavior in respect
of
LG brand”
LG Electronics India Pvt. Ltd

Guwahati
Prepared By:
Shaikat Mallick
PGDBM (2007-2009)
Under the guidance of:
Mr. Binit Pramanik
Marketing Manager
LG Electronics India
As a partial fulfillment of PGDBM programme of ISB&M
International School of Business & Media

Kolkata
DECLARATION
I do hereby indemnify my research work to be authentic and

original in all respects of the process carried out in this
project Under any evitable circumstances, if my project
could be scrutinized and screened which evades of copying,
I am liable for any demarcation /variation of marks
whatsoever my guide of this project deems fit.
Shaikat Mallick

Kolkata
ACKNOWLEDGEMENT
I would like to heart fully acknowledge my gratitude

and thanks to all the panelists who took active part in
accomplishing my project.
To begin with, I would like to acknowledge my
sincere thanks to Mr.Anish Monga (HR &MS LGEIL) for
providing me the opportunity to do my summer training in
LG Electronics India Pvt. Ltd.
My heartfelt gratitude also goes to my Company guide
Mr. Sankarsan Adhikari (Branch Manager) &
Mr. Binit Pramanik (Marketing Manager), who
initiated a midas touch to all the queries and actually
made the project possible by edge.
Thankfulness by its expression perhaps could not be
compiled in a couplet and mentioning all could be a
recluse, yet I cannot wind up without the few without
whom this acknowledgement note would not be justified.
Mr. Dibakar Deb (Area Sales Manager GWH),
Mr. Shibashis Choudhury (Area Sales Manager Lower
Assam), Mr. Chandan Kakati (Marketing Co-ordinator)
& the entire GWH Team who enthralled my views and
helped me script down the exact requisites..
Shaikat Mallick
Kolkata
ABSTRACT
Title of the project : “Awareness and Concept of
Microwave Oven
As a product and Consumer Behavior
in
Respect of LG brand”.
Name of the Organization : LG Electronics India Pvt. Ltd.
Name of the Institute : International School of Business &

Media
Kolkata
Name of the guide
Organizational : Mr. Binit Pramanik

Marketing Manager
LG Electronics India Pvt. Ltd.
Project Period : 07-04-2008 TO 22-09-2008
Major objective of the study:
• To find out the awareness level of Microwave ovens among the

customers.
• To find out the most effective media for accelerating

awareness level of Microwave ovens.
• To find the key factors for denial & acceptance of Microwave

ovens.
• To find the reasons for low rate of acceptance for Microwave

ovens.
• To find brand preference among consumers while purchasing

Microwave Ovens.
• To find out consumer attitude towards LG brand among

various other competitive brands lined up.
• To find which product category of LG is most popular among

consumers and dealers.
• To find satisfaction level of persons who are already using LG

brand.
• To find the key factors for stocking of LG products by the
dealers.
Methodology : The study was qualitative in nature

and based
Primarily on consumers opinion survey.
Data source : Primary & Secondary.
Research Approach : Descriptive Data (Survey Data &

Observational
& other
data).
Research instruments : Well structured questionnaires

comprising of
Open and close ended questions.
Sampling plan : All respondents surveyed were

selected in
Random order and the same were taken
from
Guwahati.
Major findings:
• A direct analysis proves that a great percentage of people

are aware of microwave ovens but people’s perception
about this product is not to the expectation.
• It is found that newspapers & live MWO Demo as a medium

of advertisement, friends &relatives & promotion procures a
higher percentage in influencing a brain work in deciding
factors.
• It is seen that a higher percentage of people prefer cooking

in microwave ovens as it cooks food in quick span of time
(time saving) and retains the nutritional value of food
(healthy method of cooking).
• It is also seen that people from higher income group and in

the age group of 26-40 years (mostly working mother
category) prefer cooking in microwave ovens.
• It is also found that people are still very reluctant to accept
modernism and like to continue with the conventional
methodology of cooking.
• Among various product category of LG, CTV’s, Washing

Machines, Refrigerators and Air Conditioners are more
popular among consumers and dealers.
Contd…
Suggestions & recommendations:
• Although people are aware of microwave ovens but their

perception level about this product is still not satisfactory. So
to improve this perception level, more live demonstrations of
the products must be arranged.
• Company should also take care of the cost, reducing which

would build upward graph of acceptance of product.
• It is seen that LG as a brand is popular for its CTV’s, Washing

Machines, Refrigerators and then AC’s, so LG should spend
more to increase the popularity of its other range of products
(i.e. LCD’s , Front Load Washing Machines, DVD’s & MWOs
too).
• After Sales Service should be improved to a large extent.

CONTENTS
Certificate
Declaration
Acknowledgement
Abstract
CHAPTER - 1
INTRODUCTION Industry Profile
LG Electronics Ltd
---A profile of the Co
Microwave Oven Industry
--- An overview
Microwave Oven
--- A brief of the product
1.4 Microwave Cooking Vs Conventional Cooking
1.5 Project Details
1.6 Statement of Problem
1.7 Objective, scopes & limitations
CHAPTER - 2
METHODOLOGY 2.1 Research Methodology
2.2 Methods of collecting data
CHAPTER - 3
ANALYSIS &
FINDINGS
3.1 Analysis for those who don’t have Microwave oven
3.2 Analysis for those who have Microwave oven
3.3 Analysis for those who have not used LG brand
3.4 Analysis for those who have used LG brand
3.5 Analysis for the dealers
CHAPTER - 4 4.1 CONCLUSION

4.2 RECOMMENDATION
4.3 SUGGESTIONS TO STEP A STEP AHEAD
APPENDICES
APPENDIX-A Questionnaires
APPENDIX-B Demographic profiles of respondents
REFERENCES
CHAPTER -1
INTRODUCTION
Consumer Durables
Consumer durables are the products whose life expectancy

is at least 3 years. These products are hard goods that
cannot be used up at once.
The consumer durables sector can be segmented into
consumer electronics, such as, VCD/DVD, home theatre,
music players, color televisions (CTV’s), etc. and white
goods, such as, dish washers, air conditioners, water
heaters, washing machines, refrigerators, etc
Consumer Durables
India as emerging superpower is looked upon with great

value. Factors of such exceptional growth have been the rise
in income and extensive consumptions. Consequently,
sectors like consumer durables are also growing at high
rate. Experts have suggested that this sector is going to
provide ample opportunities to young talents. Also, it is a
secure sector as the consumer needs are never going to
end. You can also carve your own ways in this sector; you
just need to have passion to do so. We are there to guide
you in blooming sector consumer durables and place you in
world leading consumer durable company.
Introduction
Before the liberalization of the Indian economy, only a few

companies like Kelvinator, Godrej, Allwyn, and Voltas were
the major players in the consumer durables market,
accounting for no less than 90% of the market. Then, after
the liberalization, foreign players like LG, Sony, Samsung,
Whirlpool, Daewoo, and Aiwa came into the picture. Today,
these players control the major share of the consumer
durables market.
Consumer durables market is expected to grow at 10-15% in
2007-2008. It is growing very fast because of rise in living
standards, easy access to consumer finance, and wide range
of choice, as many foreign players are entering in the
market.
On the flip side, the presence of a large number of players in

the consumer durables market sometimes results in excess
supply.
Overview
Market Definition
The consumer electronics market consists of the total

revenues generated through the sale of audio, video, and
games console products designed primarily for domestic
use. The audio sector consists of hifi systems, cassette, CD,
Mini disc and MP3
recorders and players, personal stereos, and radios. The
video sector consists of CRT and flat-panel television sets,
videocassette and DVD players and recorders (standalone
and integrated with TV sets), camcorders, digital cameras,
and set-top boxes. Games consoles consist of all hand-held
and plug-in consoles. The market is valued at retail selling
price (RSP) with any currency conversions calculated using
constant 2006 annual average exchange rates.
Asia-Pacific comprises Australia, China, Japan, India,
Singapore, South Korea and Taiwan.
Research Highlights
The Indian Consumer Electronics market generated total

revenues of $3.8 billion in 2006, this representing a
compound annual growth rate (CAGR) of 11.1% for the
period spanning 2002-2006.Video equipment sales proved
the most lucrative for the Indian Consumer Electronics
market in 2006, generating total revenues of $3 billion,
equivalent to 80.8% of the market's overall value.
The performance of the market is forecast to accelerate,
with an anticipated CAGR of 5.4% for the 2006-2011 period
expected to drive the market to a value of $4.9 billion
by the end of 2011.
Market Analysis
The Indian Consumer Electronics market generated total

revenues of $3.8 billion in 2006, this representing a
compound annual growth rate (CAGR) of 11.1% for the
period spanning 2002-2006. In comparison, the Chinese and
Japanese markets grew with CAGRs of 11.8% and 15.7% over
the same period, to reach respective values of $17.6 billion
and $20.5 billion in 2006.
Video equipment sales proved the most lucrative for the

Indian Consumer Electronics market in 2006, generating
total revenues of $3 billion, equivalent to 80.8% of the
market's overall value. In comparison, sales of audio
equipment generated revenues
of $0.6 billion in 2006, equating to 14.9% of the market's
aggregate revenues. The performance of the market is
forecast to accelerate, with an anticipated CAGR of 5.4% for
the 2006-2011 period expected to drive the market to a
value of $4.9 billion
by the end of 2011. Comparatively, the Chinese and
Japanese markets will grow with CAGRs of 9.2% and 7%
respectively over the same period, to reach respective
values of $27.4 billion and $28.6 billion in 2011.
With the increase in income levels, easy availability of

finance, increase in consumer awareness, and introduction
of new models, the demand for consumer durables has
increased significantly. Products like washing machines, air
conditioners, microwave ovens, color televisions (CTVs) are
no longer considered luxury items. However, there are still
very few players in categories like vacuum cleaners, and
dishwashers.
Consumer durables sector is characterized by the

emergence of MNCs, exchange offers, discounts, and intense
competition. The market share of MNCs in consumer
durables sector is 65%. MNC's major target is the growing
middle class of India. MNC’s offer superior technology to the
consumers, whereas the Indian companies compete on the
basis of firm grasp of the local market, their well-
acknowledged brands, and hold over wide distribution
network. However, the penetration level of the consumer
durables is still low in India. An important factor behind low
penetration is poor government spending on infrastructure.
For example, the government spending is very less on
electrification programs in rural areas. This factor
discourages the consumer durables companies to market
their products in rural areas.
Some Facts,
1. Bargaining power of suppliers in consumer durables

sector is
limited due to threat of imports and intense competition.
2. Some of the entry barriers in consumer durables sector

are
distribution network, capital, and ability to hire
purchases.
3. Demand is seasonal and cyclical.
4. Competition among players is on the basis of difference in

prices
and well-acknowledged brands.
MARKET VALUE
The Indian consumer electronics market grew by 7.6% in

2006 to reach a value of$3.8 billion. The compound annual
growth rate of the market in the period 2002-2006 was
11.1%.
Table 1: India Consumer Electronics Market Value: $ billion,

2002-2006
Year $ billion INR billion % Growth

2002 2.5 109.2
2003 2.9 126.8 16.10%
2004 3.2 141.7 11.80%
2005 3.5 154.7 9.20%
2006 3.8 166.5 7.60%
CAGR, 2002-2006: 11.1%
Sector Outlook
There has been strong competition between the major MNCs

like Samsung, LG, and Sony.
According to isuppli Corporation (Applied Market
Intelligence), country's fiscal policy has encouraged Indian
consumer electronic industry. The reduction on import duty
in the year 2005-06 has benefited many companies, such as
Samsung, LG, and Sony. These companies import their
premium end products from manufacturing facilities that are
located outside India.
Indian consumers are now replacing their existing
appliances with frost-free refrigerators, split air
conditioners, fully automatic washing machines, and color
televisions (CTVs), which are boosting the sales in these
categories.
Some companies like. LG Electronics India Ltd. & Samsung

Electronics Co. Ltd is now focusing on rural areas also.
These companies are introducing gift schemes and providing
easy finance to capture the consumer base in rural areas.
Growth in 2007-08
Consumer Durables Growth
Air Conditioner 25-35%
Refrigerator 25-30%
Microwave Ovens 35%
Washing Machines 10-20%
Color Televisions (CTVs) 25-40%
Black & White Televisions -25%
VCDs 40%
Consumer Electronics (Overall) 15%
Scope
In terms of Purchasing Power Parity (PPP), India is the 4th

largest economy in the world and is expected to overtake
Japan in the near future to become the 3rd largest. Indian
consumer goods market is expected to reach $400 billion by
2010. India has the youngest population amongst the major
countries. There are a lot of young people in India in
different income categories. Nearly two- thirds of its
population is below the age of 35, and nearly 50 % is below
25. There are 56 million people in middle class, who are
earning US$ 4,400- US$ 21,800 a year. And there are 6
million rich households in India. The upper-middle and high-
income households in urban areas are expected to grow to
38.2 million in 2007 as against 14.6 million in 2000.
- Current Scenario
- Future Scenario
Rural sector offers huge scope for consumer durables
industry, as it accounts for 70% of the Indian population.
Rural areas have the penetration level of only 2% and 0.5%
for refrigerators and washing machines respectively. The
urban market and the rural market are growing at the
annual rates of 7%-10%and 25% respectively. The rural
market is growing faster than the urban market. The urban
market has now largely become a product replacement
market.
The bottom line is that Indian market is changing rapidly

and is showing unprecedented business opportunity.
Current Scenario
The consumer durables market in India is valued at US $ 4.5

billions currently. In 2007, microwave ovens and air
conditioners registered a growth of about 30%. Frost-free
refrigerators have registered significant growth as many
urban families are replacing their old refrigerators.
Refrigerator sales amounted to 4.2 millions in 2006,
whereas the production of the refrigerators went up by 17%
as compared to the preceding year. Washing machines,
which have always seen poor growth, have seen reasonable
growth in 2006. More and more Indians are now buying
electrical appliances due to change in electricity scenario.
The penetration level of color televisions (CTVs) is expected
to increase 3 times by 2008.
According to National Council for Applied Economic

Research (NCAER), Indian consumer class is growing at a
fast rate.
This in turn is benefiting the consumer durables
Manufacturers.
Future Scenario
With easy availability of finance, emergence of double-

income families, fall in prices due to increased competition,
government support, growth of media, availability of
disposable incomes, improvements in technology, reduction
in customs duty, rise in temperatures, growth in consumer
base of rural sector, the consumer durables industry is
growing at a fast pace. Given these factors, a good growth is
projected in the future, too.
The penetration level of consumer durables is very low in
India, as compared with other countries. This translates into
vast unrealized potential.
For example, in case of color televisions (CTVs), the
penetration
level of various countries is:
India 24%
Brazil 11%
China 98%
US 333%
France 235%
Japan 250%
Demand and Penetration Level of White Goods in

India
1995-1996 2005-2006 2009-2010

Demand 3.43 million 8.72 million 13.14 million
Penetration 149 per 319 per 451 per 1,000
1,000 1,000
level households
households households
In a study conducted by Frost & Sullivan and commissioned

by India Semiconductor Association (ISA), the demand for
Electronic Appliances is projected to grow exponentially at a
compounded annual growth rate (CAGR) of 30%.
In billions
RISING INDIA
India, as one of the four BRIC nations, along with Brazil,

Russia and China, is running an average of 7 percent annual
economic growth, mostly driven by a growing IT sector.
Some experts predict that India will become the world's
largest economy by 2035.
The economic reforms initiated by the government in the

early 1990s have done much to boost the Indian economy,
and it seems they have also transformed Indian consumer
perceptions about CONSUMER GOODS.
HUGE MIDDLE CLASS DEMAND
Demand for consumer durables is set to grow 12-15 per cent

a year in India over the next five years, helped by rising
salaries and soaring aspirations among the nation's
estimated 270 million middle class.
LG -- which sells plasma color TVs, air-conditioners,

refrigerators, washing machines, computers and mobile
phones -- expects Indian sales to hit $1.9 billion in 2005, and
reach $6.7 billion in 2010, up about 29 per cent each year.
The appliance market in India is dominated by foreign

brands. Korean brands, followed by American brands like
Whirlpool, have replaced once-popular Indian names
Samsung, Onida, BPL, Voltas, Kelvinator, and Godrej as
brand leaders. Only India’s Videocon is perceived to be
competitive with foreign brands.
PROBLEM OF INDIAN APPLIANCES BRAND
The problem with Indian appliances brands seems to be the

perception that they have not delivered innovative products.
Korean brands, in contrast, performed much better on this
score while offering value-for-money products, and this has
earned them the confidence of Indian consumers.
Further, Indian appliance producers have not focused on

harnessing the power of their brands by targeting smaller
town markets and lower price points. At one time Indian
appliance makers like Sumeet and other local brands
garnered sales volume through bargains, discounts and
exchange offers. When Chinese players entered the market
with competitively priced products, due to their extremely
low production costs, the Indian players lost ground here as
well. The only appliance segment in which Indian brands
continue to steadfastly rule the market is mixer-
grinders/food processors, where Indian products are
designed to meet unique Indian kitchen needs.
Recognizing the fact that Indian brands need a wider

product portfolio, Godrej, a traditional home appliance
manufacturer, is making a foray into production of color TVs
and DVD players. Mirc Electronics, a maker of Onida brand
TVs, has moved into appliances with its washing machines
and air-conditioners. Perhaps they are hoping to duplicate
the success of Korean brands, which flooded the Indian
market with a wide range of products, but it remains to be
seen if Indian brands in the appliance segment will win back
the confidence of Indian consumers.
NEW LAUNCHES AND INNOVATION FUEL GROWTH
Detergent-free washing machines, freestanding cooker

hoods and microwaves helped drive growth as
manufacturers targeted the premium end of the industry. Up
to eight microwaves were launched in 2005 with LG
Electronics India Pvt. Ltd. taking the lead. As Indian
consumers became more sophisticated in their buying
habits, companies were forced to bring in the latest
products, designs and innovations to meet demand. Also
interesting were the LPG-based and halogen heaters within
the heating appliances range as LPG- bases heaters helped
marketers to further expand their market into villages and
smaller towns as well where electricity is still not frequently
available.
SUCCESS OF KOREAN BRANDS IN INDIA

According to a recent survey conducted by GFK Marketing
Services, one of the world's top-five market research
companies, LG Electronics Inc. was found to lead in India's
five major home appliances categories; Color televisions,
Refrigerators, Washing machines, Air conditioners and
Microwave ovens, during the April-June period.
LG-brand air conditioners held a 41 percent market share,
televisions 26.7 percent, refrigerators 29.4 percent, washing
machines 35.1 percent and microwave ovens 38.9 percent.
Televisions rose 2.3 percent, while refrigerators and washing
machines rose 3.4 percent and 2.7 percent respectively,
from a year ago.
Swot Analysis
Strengths
1. Presence of established distribution networks in both

urban and rural areas
2. Presence of well-known brands.
3. In recent years, organized sector has increased its share
in the market vis a vis the unorganized sector.
Weaknesses
1. Demand is seasonal and is high during festive season

2. Demand is dependent on good monsoons
3. Poor government spending on infrastructure
4. Low purchasing power of consumers
Opportunities
1. In India, the penetration level of white goods is lower as

compared to other developing countries.
2. Unexploited rural market
3. Rapid urbanization.
4. Increase in income levels, i.e. increase in purchasing
power of
consumers
5. Easy availability of finance.
Threats.
1. Higher import duties on raw materials imposed in the

Budget 2007-08
2. Cheap imports from Singapore, China and other Asian
countries
1.1 GROUP:
LG Group is a large South Korean chaebol (conglomerate),

which produces electronics (including domotics), mobile
phones and petrochemical products and operates
subsidiaries like LG Electronics.
The company was originally established in 1958 as

GoldStar, producing radios, TVs, refrigerators, washing
machines, and air conditioners.
The LG Group was a merger of two Korean companies,
Lucky and GoldStar, from which the abbreviation of LG
was derived. The current "Life's Good” slogan is a
backronym. 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 GoldStar (Hangul:금성 ).
Based in South Korea, LG Electronics (LGE) had a

global turnover of US$ 29.9 billion in 2003 . LGE has 50
affiliated companies across the globe, with 300 offices
and presence in 120 countries. With over 64,000
employees, it focuses on four main businesses - Electronics
and Telecommunications, Services, Finance and
Chemicals. LGE has 20 R&D centers worldwide and has
subsidiaries in 76 countries.
Created in 1947 as "Lucky-Goldstar", it assumed the

abbreviated name of "LG" in 1995. LG is also an abbreviation
of "Lucky Geumseong" in South Korea, which is translated
into English as Lucky Venus (Goldstar). Before then, many
electronic products were sold under the brand name
Goldstar, while some other household products (not
available outside South Korea) were sold under the brand
name of Lucky. The Lucky brand was famous for producing
household cleaning products and laundry detergents in
South Korea. Before massive industrialization of South
Korean society, the name Lucky was synonymous with
toothpaste.
Since 2001, LG has two joint ventures with Royal Philips
Electronics: LG Philips Display and LG.Philips LCD. LG has
made a joint venture with Nortel Networks and has created
LG-Nortel Co. Ltd.
LG also has a joint venture with Hitachi which manufactures

optical data storage solutions like DVD-ROM drives, CD
writers, etc. LG has owned the LG Twins baseball club since
1989.
LG acquired a majority share of the American television

manufacturing company Zenith in 1995.
LG INDIA
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).
The trend of beating industry norms started with the fastest

ever-nationwide launch by LG in a period of 4 and 1/2
months with the commencement of operations in May 1997.
LG set up a state-of-the art manufacturing facility at Greater
Noida, near Delhi, in 1998, with an investment of Rs 500
Crores. This facility manufactured Colour Televisions,
Washing Machines, Air-Conditioners and Microwave Ovens.
During the year 2001, LG also commenced the home

production for its eco-friendly Refrigerators and established
its assembly line for its PC Monitors at its Greater Noida
manufacturing unit. The beginning of 2003 saw the roll out
of the first locally manufactured Direct Cool Refrigerator from
the plant at Greater Noida.
In 2004, LGEIL also up its second Greenfield manufacturing

unit in Pune, Maharashtra that commences operations in
October this year. Covering over 50 acres, the facility
manufactures Color Televisions, Air Conditioners,
Refrigerators, Washing Machines Microwave Ovens Color
Monitors and GSM phones.
The Greater Noida manufacturing unit line has been

designed with the latest technologies at par with
international standards at Korea and is one of the most Eco-
friendly units amongst all LG manufacturing plants in the
world .
Established in 1997, LG Electronics India (LGEI) is a
wholly-owned subsidiary of LG Electronics South Korea. It
is one of the leading companies in consumer electronics,
home appliances and computer peripherals in India. It has
a turnover of almost US$ 1000 million in India. LGEI’s
sales are increasing with a CAGR of 40 % over the
past five years.
LG is the market leader in various segments like CTVs,

Microwave ovens, Frost-Free Refrigerators, Washing
Machines and Air-Conditioners, with market shares of
26.2 percent, 41.2 percent, 37.9 percent, 34.1 percent
and 34 percent respectively.
LG Electronics India received the Occupational Health &

Safety Management System OHSAS 18001:1999 certification
from the British Standards Institution (BSI), India, for a
systematic approach towards Occupational Health and
Safety Management.
Various studies have shown that the consumer is well

informed on the health awareness front. LG was one of the
first companies who recognized the emerging change in
consumer needs and decided to differentiate their products
on the basis of technology which appealed to the consumer
on the basis of health benefits. Its vision was to become a
'Health Partner' for its consumers worldwide and therefore
formulated its corporate philosophy to make peoples' lives
better, convenient and healthier
The CTV range offered by LG has 'Golden Eye' technology,

which senses the light levels in the room and adjusts the
picture to make it more comfortable for the eyes. The entire
range of LG air-conditioners have 'Health Air System', which
not just cools, but keeps pollution out. Similarly, microwave
ovens have the 'Health Wave System', refrigerators have the
'PN System', which preserve the nutrition in food and
washing machines have 'Fabricare System', which takes the
health factor down to ones clothes. All the products offered
by the company have unique technologies, developed by its
R&D departments that give customers a healthier
environment to live-in.
The year 2001 witnessed LG becoming the fastest growing

company in the consumer electronics, home appliances and
computer peripherals industry. The company had till the
month of October 2001 achieved a cumulative turnover of Rs
5000 Crores in India since its inception in 1997, making it
the fastest ever Rs 5000 Crores clocked by any company in
the Indian consumer electronics and home appliances
industry. Having achieved this milestone, LG achieved
another benchmark with the first ever sales of One Lakh ACs
(Windows and Splits) in a calendar year.
In Colour Televisions having set the sales target of one

million units of Color Televisions for 2002, LG has already
achieved the one million mark in the month ahead of its
target. In 2003, LG has emerged as the leader in
Colour Televisions, Washing Machines, Air
Conditioners, Frost-Free Refrigerators and
Microwaves Ovens.
In the year 2004, LGEIL achieved unprecedented sales

efficiency both in Direct Cool and Frost Free segment and
sold more than 1 million units of refrigerators outperforming
industry expectations.
LG Electronics India is the fastest growing company in the

consumer electronics, home appliances and computer
peripherals industry today. LG Electronics is continually
providing superior technology products & value for money
to more than 50 lakh households in India.
The company has achieved a turnover of Rs 6500 crore in

2004 and aims to touch a turnover of 10 Billion US Dollars by
2010 and commands an enviable position in the GSM mobile
phone market. It has already started manufacturing of GSM
phones in its plant at Pune.
LG India has also been taking on a slew of initiatives as a

part of Corporate Social Responsibility. LGEIL is proud to have
adopted about 24 villages around our Greater Noida facility.
LG extends Free Medical Care, which comprises of free check
ups and a free distribution of medicines on a daily basis.
LGEIL is also generating self-employment opportunities for
the people in the form of tailoring, knitting etc. in addition
to all this, LG also sends veterinary doctors regularly to
these villages.
Besides all this, LG India is one of the very few companies in

the country that has an internal Energy, Environment, Safety
and Health Department. This function caters to activities
like Energy Conservation, Environmental Issues, Work Place
Fire and Safety as well as Occupational Health for the
benefit of the employees.
LG BENEFITS: “LG delivers a different experience”
LG: THE PERSONALITY – “LG is delightful”

Branch Hierarchy
Branch
Manager
Branch Marketin
Accountan Service Sales Logistics
g
t
Area Area Area Area Product Marketing

Manager
Manager (Lower Manager Manager Managers Managers
(GWH) (Silchar) (Jorhat)
Marketing
Co-Ordinator
MWO
Chef / HWE
SSE & ISD

LG branch Chenikuti (ASSAM)
The office is located in Guwahati at Chenikuti area

near the bank of Brahmaputra river with a total of 25
very enthusiastic professionals. The Branch office is sub
divided into Three Area Offices 1) Guwahati, 2) Jorhat Area
Office 3) Silchar Area Office. The Guwahati Area office has
departments Like Marketing headed by Mr. Binit Pramanik
, Accounts headed by S. Biswal and the Branch office is
leaded by Mr. Sankarsan Adhikari who is the BM ( Branch
manager) of the Guwahati branch .
The office in Guwahati is the Branch office of LG that

covers the whole seven Northeastern States, that is
responsible for the marketing activities in Assam
including all the neighboring states. The office keeps a
regular track of the all promotional activity and the main
objective is to achieve the target precedence by the HO .
The Guwahati branch is one of the best branch of LG

giving LG a good Marketing & Sales support. The office
was ranked first in the month of April and is
dedicated to retain its position. The offices are ranked
in the result of sales turnover, Guwahati branch always
goes pass its target . The office has a average turnover
of 14 crores every moth and in the month of July they
are aiming for 15 crores which is always recommended
one of the best Branch office across.
VISION :
LG has a positive perception of India and the Indian

consumer. LG is making a foray into the e-commerce
market in India and has partnered with various local
websites like fabmall.com, rediff.com, indiatimes.com,
and indiaplaza.com.
Secondly launching of new technologies in consumer

electronics and home appliances .
Thirdly LGEIL is implementing a “digital manufacturing
system” (DMS) as a cost-cutting innovation. This system
is a follow-up to the Six Sigma exercise LGEIL had
initiated earlier.
LG is also planning to invest over US$ 208 million in

India over the next three years to expand the
business. Mobile software development is also on LG’s
agenda.
MICROWAVE OVEN
1.2 MICROWAVE OVEN INDUSTRY

---AN OVERVIEW.
Even as a host of electronic products made rapids inroads

into Indian homes in the last decade, the microwave oven –
an essential item in every kitchen in developed countries-did
not.
Homemakers preferred to make do with their gas stoves,

tawas and pressure cookers.
Last year was different though. The microwave oven market

jumped as much as 25 percent to about 2.4 lakh units. This
is still a fraction of the colour television market, which
stands at over 6 million units, but going by the current level
of activity, microwaves in India appear set to go the global
way.
A combination of factors has brought the market alive.

Leading players like Samsung, LG, Whirlpool and Electrolux
have introduced a range of models, with prices of entry level
ones coming down to below Rs 6,000 last year. Many local
players are sourcing products from China and selling it here
at very attractive rates.
LG, Samsung , Electrolux are also making determined efforts

to get the homemaker to see the microwave as a cooking
device, rather than as a mere reheating one, by holding
country-wide cookery classes and home demonstrations.
Some has also customized microwaves to Indian conditions—

there are, for instance, Whirlpool microwaves that seek to
replicate the tawa effect to make Indian items like parathas
and crisp dosas, and those which enable steam cooking for
items like idlis and dhoklas.
Innovations are also making the product look increasingly

attractive. The longstanding concern that microwaves
destroy a lot of valuable nutrients, far more than other
forms of cooking, is being sought to be addressed
technologically. Samsung claims its patented bio ceramic
enamel coating helps retain essential vitamins while
cooking.
With the increased purchasing power of the younger

generation and with more and more women balancing home
and careers, any product that provide convenience and
saves time will be well accepted in time to come. As for the
companies, with competition heating up with increasing
capacities and players, companies with the ability to cater
the requirements of middle income households and with a
certain level of indigenous know-how will emerge winners in
this cluttered market.
History --- A BRIEF OF THE PRODUCT
Who invented??
During a radar-related research project in 1946 that Dr.

Percy Spencer, engineer with the Raytheon Corporation,
noticed something very unusual. He was testing a new
vacuum tube called a magnetron when he discovered that
the candy bar in his pocket had melted. This intrigued Dr.
Spencer, so he tried another experiment. This time he placed
some popcorn kernels near the tube and, perhaps standing a
little farther away, he watched with an inventive sparkle in
his eye as the popcorn sputtered, cracked and popped all
over his lab.
In 1946, the Raytheon Company had filed a patent proposing
that microwaves be used to cook food. An oven was then
placed in a Boston restaurant for testing.
At last, in 1947, the first commercial microwave oven hit the

market. These primitive units where gigantic and
enormously expensive, standing 5 1/2 feet tall, and costing
about $5000 each. The magnetron tube had to be water-
cooled, so plumbing installations were also required.
WHAT ARE MICROWAVES?
Microwaves are a means of transferring energy through

space. They are a form of electromagnetic energy , like light
waves or radio waves, and occupy a part of the
electromagnetic spectrum. Microwaves are used to relay
long—distance telephone signals, television programs and
computer information across the earth or to a satellite in
space. They are used to detect speeding cars.
Microwave is perhaps the most familiar as the energy source

for cooking food.
Electromagnetic radiation exists in a range of frequencies

called the electromagnetic spectrum. Each frequency has a
specific wavelength and as the frequency decreases, the
actual length of the wave gets longer.
As the frequency of the wave changes, their property also

undergoes a change. For instance, as the frequency
increases to 1000 MHz [1000 x 10], you get infrared heat. As
the frequency increases further, we get visible light, up to
[(423—7320 x (10) MHz.
The frequency of domestic microwave ovens is standardized

at 2450 MHz, which is equal to 245 x 10.
PROPERTIES OF A MICROWAVE AT FREQUENCY OF 2450 MHz:
• Can pass through anything but metal.

• Gets reflected by metal.
• Acts on moisture and fats [vibration @ (2450 x 10) ]
times per second.
HOW A MICROWAVE OVEN WORKS.

To put it briefly, microwaves penetrate food directly raising
its temperature and resulting in its cooking.
The cooking takes place through the process of reversal of

polarity in the following manner :
All wave energy changes polarity from positive to negative

with each cycle of the wave. In microwaves, these polarity
changes happen millions of time every second.
Food molecules – especially the molecules of water – have a
positive and negative end, in the same way a bar magnet
has a north pole and a south pole.
When microwaves at the right frequency bombard food, they

cause the polar molecules to vibrate at the same frequency,
millions of times a second. All this agitation at the molecular
level creates friction, which heats up the food.
The microwaves pass through the container [which is

generally of glass, plastic or paper] and, therefore, only the
food is heated.
The microwaves are :-
• Generated by the magnetron,

• Transmitted down the waveguide,
• Reflected off the wall of the microwave oven’s cavity,
and
• Disturbed evenly in the oven cavity to cook the food.
METHODS OF COOKING.
Transfer of energy to heat food can occur in three different

ways :
Conduction :
Conduction occurs when there is a direct contact with a heat

source such as a burner on a gas or electric stove. As the
stove’s burner gets hot, the heat is transferred through the
pan sitting on the burner via conductor and then transferred
through to the food inside the pan.
Convection :
Convection occurs when rising [of fan assisted ] hot air or

steam circulates in an enclosed area such as a gas or
electric oven. When the air surrounding the food heats up,
this heat is passed first to the food’s outer layers and then
progressively to its inner ones.
Radiation :
Radiation occurs when electromagnetic heat waves flow

through space. In this case, heating is caused mainly by the
vibration of water molecules in the food. So, microwave
ovens produce heat directly inside the food, heating is more
evenly and more quickly than conventional ovens.
Microwaves ovens cook food by radiation and by conduction

and in some brands of microwaves by convection too. Once
in the oven’s cavity, microwaves actually penetrate the food
upto a depth of 1.5 inch, depending on the density of the
food and the amount of the food that is in the oven. The
centre of thicker foods may not be affected by the radiation
and therefore only become cooked as the heat conducts to
the centre.
Broadly, a microwave oven works as follows:

A vacuum tube called “magnetron” is electrically activated
and generates these microwaves with a frequency of 2450
megacycles per second or 2.45 GHz.
The microwaves are directed through waveguides to be
effectively distributed in the oven cavity. The microwaves
then reflect off the wall’s of the oven’s interior and are
absorbed by molecules in the food.
Because each wave has a positive and negative
Even cooking,component,
inside to
Layer-by-layer, outside to
the molecules in the food are ----------------- back and forth at
outside
the rate ofinside
the microwave frequency.
Cooking through Water
Cooking through Oil molecules
More usage of Oil/Ghee

Conventional Vs. MicrowaveLess Oily food
Cooking
More time consuming &
Less time consuming &
tiring
Conventional enjoyable
Microwave
Separate utensils for Same utensils can be used to
cooking & serving cook & serve
Spoils the kitchen wall with Non- messy , more neat &
sprinkling of oil clean kitchen walls
Nutritional Value of the food Nutritional Value of the food

is lost due to longer cooking is preserved
What all can be done in a MWO?
• Cooking
• Warming/ Simmering
• Re-heating
• Roasting
• Baking
• Defrosting
• QUALITY OF COOKING
• Uniform and even cooking.
Research has proved that it preserves 90% of nutrients and

vitamins, and retained food’s natural colour and flavor – all
contributing to a healthy meal.
All frozen food can be quickly and effectively thawed before

cooking so that the taste, colour and flavor are not lost
while cooking.
Cooking is optimum accurate due to precise control over
duration and temperature.
SAVING OF TIME
Faster cooking.
You don’t have to spent time in front of the oven stirring the
food and adjusting the flame, thus saving a lot of cooking
time and your own time.
Faster cooking means saving on electricity bills.
CONVIENENCE AND COMFORT
No smoke and no condensation in the kitchen.

Since, temperature and cooking time are precisely
programmed, there is no sweating near flame and heat and
there is saving of immense time and energy.
The container does not get hot.
HEALTH AND HYGIENE

Requires very little oil which means low fat food and low
cholesterol.
Retains taste, freshness and natural nutrients in food.
SAFETY WHILE COOKING:

Since it does not deal with any kind of flame, there is no
risks of accidents or burn injuries.
Similarly, there is no risk of accidents involving gas
cylinders and pressure regulator valves.
LG Micro Oven Models
Solo
MS-1927C to be continued in
2008
MS-1947C to be continued in
2008
MS-2342AE to be continued in 2008

MS- 2347 BS (New Model in Metallic
Silver Colour – Sept 2008 Launch)
Grill
MG-396 WA/ WS & MG-397 WB continue till August 08’ new
model in Sept 08’ MH- 3948 WS/WA & MH 3948 WB
1. 19 ltr, micom, anti bacterial cavity, metallic silver

color MH- 3948 WS
2. 19 ltr, micom, anti bacterial cavity, White color MH-
3948 WA.
3. 19 ltr,
MG-555 F/FSmicom, antitill
continue bacterial
August cavity,
08’ newBlack
modelcolor MH-
in Sept
08’ MH-6558 F /FS.
1. 25ltr, anti bacterial cavity, micom, metallic silver
color MH-6558 FS.
2. 25ltr, anti bacterial cavity, micom, white color MH-
6558 F.
MG-557B continues till August 08’ new model in Sept 08’,

MH 6558 BH.
1. 25 ltr, micom,anti bacterial cavity, white color with
black door
M
e DO MH 6347 AR to continue till Aug08’ in place of MG-2341
v
Wa BR.
MH 6347 B to continue till Aug08’ in place of MG-2381
LE.
1. 23ltr, micom, Wave Dom, White color.

MG-607APR, to continue
1. 30 ltr, micom, rotisserie, stainless steel
cavity.
MG-3937 C to continue in 2008.

2. 19 ltr, mechanical with clock, child lock,
&white color.
Convection
MC-7648 WH/WSH in place of MC- 767 W/WS.
1. MC-7648 WH, 26 ltr, white color, 8 Health +menus , 36

Auto Cook menus, Keep Warm, Steam Clean function.
2. MC-7648 WSH, 26 ltr, metallic silver color, 8 Health
+menus, 36 Auto Cook menus, Keep Warm, Steam
Clean
MC -7688 DPfunction.
in place of MC- 2681 DS.
1. 26 ltr, tactile, white color, 21 auto cook menus, kid’s
menus
MC-8048 WR in place of MC- 808 WAR.

1. 30 ltr, micom, rotisserie , 44 auto cook menus, keep
warm steam clean function.
MC-8083MLR to continue.
1. 30 ltr, micom, rotisserie, stainless steel finish.
MC-9243 JR to continue till Aug 08’ new model in Sept 08’

MC- 9827 BQ.
1. 42 ltr micom, with 4 rotisserie,

M MC-7645 B/BS to continue in 08’.
DO
ve
Wa 1. 26 ltr, Wave Dom (Round Cavity), Metallic silver
Color.
ML-8483.
2. 34 ltr, Light Wave with (Round Cavity).
Solar Dom
LG MWO - USPs
USPs Technology Benefit
Solar Dom Light wave technology 4x Faster Cooking

Faster cooking,Large
Wavedom Round Cavity
space,Easy cleaning
Intellowave
3 Dimensional heat pockets Uniform Cooking
Technology
Reflection of waves towards
Dimpled Cavity Unique Structural design
food
Concealed Heater Safety norm Safe for use
Radiation based heat
Quartz Heater Faster & uniform browning
emission
Bigger Turn Table Capacity enhancement Larger usable space
Motorized
Motor based bar-be-que Uniform browning
Rotisserie
Diet Cook Menu Calorie value display Control calorie intake
Auto Roast & BakePredefined mode,MWOEasier to make convection
Menu power level & time dishes
Feature Benefit
At one touch, the MWO Helps in reheating purposes.

operates at 900 W level at
30 sec pulses.
Fast Cook
The output Power Levels Utilizes optimum power and

can be adjusted at 100%, helps in saving the power
80%, 60%,40% and 20% being consumed.
5 Power according to the food being
Levels cooked
Once the child lock is Protects the panel from being

pressed, the panel cannot tampered by the child.
be tampered with.
Child Lock
This unique technology has a This ensures that food is

revolutionary wave guide that cooked from all sides
transforms ordinary waves into leading to even and
Intellowave 3Dimentional hot pockets. uniform cooking.
Technology
More Usable Space,

Easier to clean
Speed Cooking
Round Cavity
LG MWO wider turntable. Enables you to place a

bigger dish or two dishes
at the same time .
LG Competition
Bigger Turn
Table
Select programmed Indian Faster and easier cooking of
recipes. One touch day today recipes.
Indian Auto operation.
Cook
Indicates the calories Enables the monitoring of

depending on the weight calorie intake.
Diet and type of food cooked.
Cook
One can feed the settings Helps easier cooking of

of the favorite recipes food cooked everyday.
Intello
Custom
once. The cavity is round from
Cook the inside and not square
like other cavities
Preset Programs for baking One touch option for baking.

AutoBake
Pizza, Baked Vegetables, Just need to enter weights.
Cake and Cookies
Combination cooking options Better cooking of the food

like M+G or M+C, depending due to the combination
on the type of food being options.
Combination cooked.
Cooking
Adjustable Tray heights with Better Grilling of food like

high and low tray stands. Pizzas etc where the crust
High Rack has to be crisp.
Low Rack
The cavity is coated with a Easy cleaning, odor
special material. absorption, prevents
Antibacteria bacteria formation.
Cavity
Provides Ideal Conditions Faster setting of curd,

like 40 C temperature at dosa batter etc. esp in
which fermentation takes winter seasons.
All Weather
Ferment place
Help guide that displays Assists in cooking of food

the next step of cooking at every stage.
Next Step on the LCD panel
Guide
LG MICROWAVE OVENS
Microwaves are the divided into three divisions

SOLO
CONVECTIONAL
GRILL
SOLAR DOM
SOLO
LG Solo models give you
• Cooking
• Defrosting
• Heating.
GRILL
The specialty in the Grill model is
• Cooking
• Defrosting
• Heating
• Grilling
CONVECTION
In the Convection with these all facility of

grilling the additional facility you get is that you
can bake,
• Cooking
• Defrosting
• Heating
• Grilling
• Even Browning -Crispiness in the Food
SOLAR DOM:
LG’s Solar Dom radiates heat by halogen light and

lightwave technology, and the round cavity is also
present to cook the food four times faster than the
convectional model. Its mega heater and reflecting heat
which heats the food to get cooked better and quicker.
1.4 PROJECT DETAILS
This project was designed keeping in mind the prime

criteria’s as to the reasons of how and why a market
condition is actually analysed. Analysis could not be
enumerated on the basis of anticipations, but real statistics.
Statistics which is based on product acceptance in any
market and that too on the basis of certain segmentations.
A product launched without a thorough market research is
sure to face a disaster.
This project would actually help in ascertaining certain facts

which would help in understanding the actual reasons of the
product’s upward or downward sales graph. The product
which sees it’s consumer as a part of it’s origin dictates
consumer behaviour, and hence market research of the
given product would even reveal as to how a developed
strategy would also yield avenues of a better sales graph.
This project encircles round the queries of a consumer

enquiring about questions of why he or she should take or
not take the product. It also speaks of the accepted
product’s comfortability. It would also talk about the
acclimatization of the product with the consumer.
1.5 STATEMENT OF PROBLEM
The nuclear intention in designing such a project was to

understand factual benefits and acceptance of LG
microwave oven or just could I speak of only a microwave
oven. Its unawareness is a cause that it sells less. Its lesser
sales statistics in North Eastern States evidently is a
consequence of the reason that people here are adapted to
their own life style and no new circumstantial changes are
even accepted by this section.
Nevertheless, a theory runs of “change”. Nothing in this

world is “absolute” except the word itself. Hence an attempt
is reconciled to put forth the fact that an acceptance of such
kind of equipment actually can change life. The analysis of
this subject would be an effort that however strong
promotions could be its only important, how the niche or the
requirement of that need is created and mankind faces
erratic changes. He should envisage at a time that without a
microwave oven, life could be possible but would be really
difficult.
The objective also speaks about just, not a requirement in a

kitchen, but also its accessibility modes & availability in all
sections of people. Life should never be categorized on the
basis of a product that it’s not meant for us!
It should be there, used proportionately to equate lifestyles

and hence then the brand would reign in the kingdom called
“MARKET” and hence it steps into an arena called
“SUCCESS”.
Specification is perhaps, a mirror which gives us clarity of

thought in a right direction. If Microwave Oven has to
spoken with consumer behaviour, let’s take LG as the
spokesperson amongst the hardcore loyalist who made LG
directly proportional to microwave ovens, beyond several of
its other products which it might be catering. The
modernization in the concept, its acceptability in the global
reach and its usage in the common made LG more of a
bigger brand. Its technical viabilities are specific in
accordance with Indian kitchen psychology. If a ‘Pizza’ is
absent on a snacks table, a ‘Spicy Dhokla’ could also be
there. Never mind brownies to be non prevalent in a coffee
gossip, but plain bisque also could be served hot from a LG
Microwave Oven. Hence the design, the models and overall
study analysis would yield of certain additions or deletions
or modifications, but underlying statement is LG microwave
ovens should be more available and often seen in North
Eastern kitchen.
Sometimes, financial constraint comes out to be a reason

that service class or if correctively spoken, the lower middle
class finds it to be a hindrance in purchase. A dealer, at
times comes out with schemes with companies, when they
feel of an implementation of installments, which would
catalyse sales. At times, even dealers, with the help of local
finance companies comes up with interest less modes of
installments. Then life becomes so easy! Packets of LG
microwave ovens are seen more in the hands of obeying
husbands followed by LG microwave ovens well understood
by wives.
OBJECTIVE, SCOPE & LIMITATIONS
OBJECTIVE
• To find out the awareness level of Microwave ovens
among the customers.
• To find out the most effective media for accelerating

awareness level of Microwave ovens.
• To find the key factors for denial & acceptance of

Microwave ovens.
• To find the reasons for low rate of acceptance for

Microwave ovens.
• To find brand preference among consumers while

purchasing Microwave Ovens.
• To find out consumer attitude towards LG brand among

various other competitive brands lined up.
• To find which product category of LG is most popular

among consumers and dealers.
• To find satisfaction level of persons who are already

using LG brand.
• To find the key factors for stocking of LG products by

the dealers.
SCOPE :
This study was conducted to find out the awareness of

microwave ovens and consumer behaviour in respect of
Electrolux brand, so the scope of this study is very wide.
Microwave ovens as a product are still new in the market
and yet to get its acceptance globally. People are
LIMITATIONS :
Lack of interest and enthusiastic responses may have
allowed biases in this report. Test of sampling error could
not be done due to the absence of data regarding the total
population size. Correctness of this report is restricted and
limited by the degree of authenticity of data collected and
sincerity and honesty of respondents.
CHAPTER -2
METHODOLOG
Y
2.1 RESEARCH METHODOLOGY
The methodology adopted to accomplish this project was in

accordance with the topic assigned. The study was based on
data collected mainly from primary as well as secondary
sources. Descriptive research methodology was adopted for
the purpose of study.
DESIGNING THE QUESTIONNAIRES
This study was conducted in five parts and accordingly

questionnaires are also set categorically:
• Questionnaire for those who have microwave ovens.

• Questionnaire for those who don’t have microwave
ovens.
• Questionnaire for those who have used LG brand.
• Questionnaire for those who have not used LG brand.
• Questionnaire for the dealers.
The method adopted for developing the above mentioned

questionnaires followed the following sequential order :
1. Determining the objective of the project and specific

data to be sought.
2. Determining the process of interviewing.
3. Scrutinizing the question content.
4. Setting the response format.
5. Setting the wording of the questions.
6. Setting the questionnaire structure.
7. Pre-testing, revising, redesigning and final draft.
The questionnaires were prepared in consultation with the

Company guide as well as the institutional guide.
PRE-TESTING THE QUESTIONNAIRE

Before implementing the questionnaires in the field, it was
pre-tested to avoid any ambiguous questions and to see the
effectiveness of the questionnaires. For this reason a pilot
survey with 10 consumers was conducted.
After Pre-Testing it was found that, few questions were not
apprehend able by the respondents; these were accordingly
redesigned and revised so as to make them more
understandable. Finally the questionnaires were printed and
used in collecting responses for the survey.
SAMPLING PLAN
Sample size: The total sample size is 176 nos. Which is

further divided as follows?
Those who have microwave ovens - 40
Those who don’t have microwave ovens - 40
Those who have used LG brand - 40
Those who have not used LG brand - 40
Questionnaire for the dealers - 16
TOTAL -
176
Sampling Method :
Stratified random sampling was done for each of the

specified category mentioned above, so as to ensure that
the sampling represents all sections of users as well as non
users.
2.2 METHODS OF COLLECTING DATA
The data was collected mostly from primary sources. During

the period (7-04-2008 to 22-09-2008) the survey was
conducted in:
GUWAHATI
During the period of this study I got the responsibility to
give demonstrations to consumers and thus I got the
opportunity to talk to the consumers directly and check
their awareness level about microwave ovens. During my
interactions with the consumers I always tried my best to
make them understand that our local food habits are fully
compatible with microwave ovens and tried to reveal various
relative advantages of microwave cooking:
Food cooks evenly, quickly and efficiently in the microwave.

Also the nutrients are preserved and the actual taste of the
food is retained to a higher degree.
Only a minimum amount of oil is required for cooking
continental as well as traditional Indian dishes and so it
seems desirable from the health point of view.
Also shorter and controlled cooking time means that the

food does not get burnt or over-cooked.
Food may be cooked and served in the same dish.
Another major advantage is that food is cooked minus the

smoke, grease and heat and so the kitchen remains neat and
tidy always.
Microwave has multifarious uses like de-frosting, re-heating,
etc.
CHAPTER-3
ANALYSIS & FINDINGS
The actual fact seen in the process of executing this project
was a social, behavioral, psychographic & economic
segmented reason.
The area, NE, under persistent development is really lagging

behind in its social & behavioral potentials. A lay back
attitude or perhaps a life not harnessed by restricted
Professionalism has been a curse to bridge such gap, a
venedicta aroused with the psychological variances of
people. The mass may seem to adapt changes, yet the
nominal value of their thoughts & ideologies if given a
priority also would be seen that the social status may have
improvised but the behavioral patterns would not coordinate
with the rest of parameters.
Survey Method
a)Telephone Interviewing – 1) Traditional & 2)
Computer Assisted.
b) Personal Interviewing -1) Mall Intercept 2) Computer

Assisted.
The entire project has been divided into five different parts :
• Analysis for those who have microwave ovens.

• Analysis for those who don’t have microwave ovens.
• Analysis for those who have used LG brand.
• Analysis for those who have not used LG brand.
• Analysis for the dealers.
For the different categories of respondents mentioned

above, different set of questionnaires has been designed
and as such the analysis of each segment is formulated
differently, such as –
CHAPTER – 3
3.1 - Analysis for those who don’t have microwave ovens.

GROUP-A
3.2 - Analysis for those who have microwave ovens.

GROUP-B
3.3 - Demographic profile of respondents

GROUP-C
3.3 - Analysis for those who have not used LG brand.

GROUP-D
3.4 - Analysis for those who have used LG brand.

GROUP-E.
3.5 - Analysis for the dealers.

GROUP-F
3.1 - Analysis for those who don’t have microwave

ovens.
GROUP – A
Q1. Are you aware of the concept & benefits of Microwave

ovens?
OBJECTIVE :
Thorough this question an attempt was made to gauge the

awareness level of Microwave ovens among respondents of
different various categories.
ANALYSIS :
YES NO
85% 17%
AWARE OF THE CONCEPTS & BENEFITS OF MICROWAVE OVENS
No
6, 15%
34, 85% 1 2
Yes
A direct analysis proves us of the statistics is that a great
percentage of people are aware of the Microwave Oven, with
negligent being unaware. Here the question lies that if 85%
of people say that they know Microwave Oven benefits then
why are not inclined towards buying and accepting. May be
the further questioning helps us to find such answers?
Amongst 85% who claims of awareness of Microwave Ovens,

psychology, behavioral strategy & economy would sectorise
their decisions in purchasing.
Q2. How did you come to know about Microwave Ovens for
the first time?
OBJECTIVE :
Through this question an attempt was made to find out,

which is the most effective media for crating awareness of
Microwave ovens?
ANALYSIS :
Television. 16%
Friends & Relatives. 23%
Exhibitions & MWO 31%
Demo.
Newspapers. 30%
Negative. 0%
HOW DO YOU COME TO KNOW ABOUT MICROWAVE OVENS
TELEVISION
16%
30% NEWSPAPER
MAGAZINE
31% FRIENDS,PEERS &

RELATIVES
23% 0% EXHIBITION MWO demo
It is seen & proved that a visual display procures 16 % in
influencing a brain work in deciding factors. “What seems
interesting sells exciting” and hence electronic media plays
vitally in psycho type in inclining an individual towards any
product.
The 23% friends and relatives concerns to a great extent as

they are also partial percentage of media who disburse &
distribute their views. Nevertheless, a nearest friend on the
psychology that he would not misguide his friend, would
also mould the former psychology to be a part of the same
brand as the later.
Exhibitions & newspapers actually also helps in building

mental brainwork in decisions making ability. An exhibition
exhilarates a circumstantial camp that may or may not linger
for a long time. Hence, exhibitions live MWO Demo, under
any circumstances play in decision making factors at initial
glance.
Q3. Which is the criteria for why should you go for a

microwave oven?
OBJECTIVE:
By asking this question an attempt was made to find out

which is the most instigating factor, for why should one go
for a Microwave
9% Oven.
9%
ANALYSIS:
52%
18%
6%
6%
TIME SAVING
NECESSITY
WANT
NON COMPETENT PSYCHOLOGICAL COMPLEX
HEALTHY METHOD OF COOKING FOR CONTROLLING OF OBESITY

AND OTHER FAT RELATED DISASTERS
COMPACT KITCHEN UTILITY
ENERGY SAVING IN TERMS OF LPG GAS

Time saving. 52%
Healthy method of cooking. 18%
Compact kitchen utility. 9%
Energy saving. 9%
Want. 6%
Necessity. 6%
ANALYSIS:
Health consciousness is the prime time reason why an

individual invests money on anything. Health reasons are as
vital as a person’s question of being healthy would mean, he
promotes more that on using such of a brand, and he is still
healthy.
But a major percentage (52%) said about time saving as this

is a key factor in today’s cat & mice run scenario. Everyone
running in today’s world is whip lashed by an invisible
demon, and that too, after money. For that reason,
Microwave Oven may have helped them easy cooking & time
saving.
Though a nominal percentage spoke about necessity, the

same crowd spoke about as a status symbol. This means
that this percentage is actually unaware of the true benefits
of such products.
A kitchen in concept or energy saving would be talked about

only on the statistics when one owns a product only then he
would come to know about what is important.
Time Saving or Healthy Cooking, I believe both. Any
strategy, which would mould the aforementioned category
into one, more than 60% comes with LG Microwave Ovens.
Q4. Do you think your local food habits are compatible with
microwave ovens?
OBJECTIVE :
Through this question, an attempt was made to find out,

whether people think that their local food habits are
compatible with Microwave Ovens.
ANALYSIS :
No. 33 %
Yes 64%
Can’t say 3%
DO YOU THINK YOUR LOCAL FOOD HABITS ARE COMPATIBLE WITH MICROWAVE OVENS
3%
33%
YES
NO
CAN'T SAY
64%
Yes, it is truly analyzed which would give us a clear picture

that the many speaks of non – compatibility of new food
products to that of local food habits. It is because, it is
healthy fat resistant.
The 64% who spoke about local food could also not be
denied. The main ideology is not to speak of conventional
cooking to be bad, but to promote healthy modes on non oil,
and fat free methodology in them.
French fries are as tasty as heaven, but can anyone imagine

frying on heat without oil, with equal taste, which could be
healthier. I am sure the 64% would increase to a great
extent.
Qs5. What is your daily itinerary?
OBJECTIVE:
Different people follow different daily itinerary, through this

question an attempt was made to check that people of
which category - (Professional with 9-5 job, Business,
Housewife) prefer cooking in Microwave Ovens.
ANALYSIS:
WHAT IS YOUR DAILY ITENARY
PROFESSIONAL
WITH 9-5 JOB
5%
28% BUSINESS
47%
HOUSEWIFE
20%
OTHERS
From the above diagram it is seen that Professional with 9-5

job mostly prefer cooking in Microwave oven, because it
cooks food in quick span of time and food is cooked minus
the smoke, grease and heat and so the kitchen remains neat
and tidy always. It is also seen that mostly doctors prefer
cooking in Microwave oven because nutrients are preserved
and the actual taste of the food is retained to a higher
degree.
Q6. How do you think yourself you are independent in

Kitchen?
OBJECTIVE:
Through this question an effort was made to find out the
number of people who are solely dependent on kitchen
appliances and on the other hand people who are solely
dependent on conventional methodology of cooking.
ANALYSIS :
Solely independent (without microwave 58%

oven)
Solely conventional. 19%
Completely dependent on man power 15%
resources.
Solely dependent on kitchen appliance. 8%
19%
8%
58%
15%
SOLELY INDEPENDENT
COMPLETELY DEPENDENT ON MANPOWER
SOLELY DEPENDENT ON KITCHEN APPLIANCES
SOLELY CONVENTIONAL METHODOLOGY
Pertinent to the prior queries, we found, that a major

percentage of the crowd is not acclimatized with the
product. Non acclimatization and unawareness runs parallel
when we speak about product acceptance. Electronic media,
did create the hype in mental status that one should go for
the “Buy”, but the bargain is that, (Ref. Demographic
Profile) on good percentage are non working women , who
replicate kitchen , speaking on conventional medium to
cook . Hence , on observation we see ,if there is already a
home maker to cook food , the question of a “ Lieu “ does
not arise .
Q7. A microwave oven is of more utility to the children

category as Well as for working mothers?
OBJECTIVE:
Through this question an attempt was made to check

whether people think that the need of Microwave oven is
only for children category and working mothers.
ANALYSIS:
Agree 74 %
Disagree. 26 %
A MICROWAVE OVEN IS OF MORE UTILITY TO THE CHILDREN CATEGORY AS
WELL AS FOR WORKING MOTHERS
26%
agree
disagree
74%
The higher 74 % of the people, though agree to the query,

but then it’s also to be understood that most of the feminine
category are non professionals. Working mothers are lesser
as compared to other metros, in North East. That is the only
reason that the rest of 26% with the former percentage
deny the equipment to be user friendly.
Psycho graphical statistics would reveal that the main

reason of the equipment’s defiance as user friendly is
unawareness & non professional approach in daily module.
The question briefs us of a clear picture that the actual
benefits of this product is not demonstrated or
acknowledged very well. Else there is no reason of any
category of people of denial to good life, healthy food and
time saving method.
Qs8. If you think of even buying a microwave oven what

brand should you think you buy one?
OBJECTIVE:
Through this question, an attempt was made to check the

brand inclination level, while one decides of purchasing a
Microwave oven.
ANALYSIS:
IF YOU THINK OF EVEN BUYING A MICROWAVE OVEN WHAT BRAND SHOULD YOU THINK
YOU BUY ONE
LG
0% 5% IFB
0% 5%
11% SAMSUNG
ELECTROLUX
GODREJ
TCL
52%
KENSTAR
24%
ONIDA
3% BAJAJ
WHIRLPOOL
52% spoke of LG, as “Brand Pull” theory run in full in this

brand. As, we can see that mostly people are interested to
buy LG’s MWO, not just by looking into the brand but the
USP’s and invincible technology used in LG MWO’s ,it can
also be seen that because of continuous promotions and
awareness made , modules or any other factors must have
made LG hard core consumer loyalist.
Q9. The issue of absence of Microwave oven could be any

one of the following?
OBJECTIVE:
This question was asked to find out the reason for non
existence of Microwave oven in the kitchen of the people
who are aware of its utilities and benefits.
ANALYSIS:
40%
35% 40% FINANCIAL
36% INSTABILITY
30%
25% UNAWARENESS OF
24% THE UTILITIES OF THE
20%
PRODUCT
15% UNBALANCING NEED
& WANT PSYCHOSIS
10%
5%
0%
40% spoke of unbalanced need & want psychosis. This

percentage did not know of what to be done and what not.
The need of any individual has also to be balanced with
one’s daily style of living. Any one who accepts of biased
need , he should understand that how & where is he lagging
behind , and to bridge this gap he should understand why ,
does he want to posses one , who knows , this “BUY” of his
may change his normal life style.
24% of them spoke of economic crisis. Hence it can also be

understood that if the above 40% is made to balance their
requirement , 24% added could be helped with easy
financial loans & 64% comes into our stride , making a more
then half of the generation coming into a concept to buy this
unique product.
Proper demonstrations on areas where general media

promotions, either do not reach or people fail to understand
should be introduced, so that a different strategy could be
evolved to make even this 36% of the people also to
understand & join hand with the modern trends of life.
Q10. “A microwave oven as a kitchen utility is accepted

globally” –
If you are not into it do you consider yourself - Isolated,

Conventional, Not ready to accept modernism, Can think
about it - -
OBJECTIVE:
Through this question an attempt was made to check, what

people considers themselves if they are always late to
accept modern equipments.
ANALYSIS:
16%
36%
8% 40%
ISOLATED
CONVENTIONAL
NOT READY TO ACCEPT MODERNISM
CAN THINK ABOUT IT
40% conventional, It do not always mean non – modern, but

can be reconsidered the terminology as unaware. An aware
person may be a potential prospect but a non – modern one
can be also turned out as a literate one.
16% isolated groups quench in just asking about what is the

theory all about. Just a step ahead, we see galaxy of
avenues in front of us. Our Endeavour should always try to
find out setbacks in brand building strategies & dominate
the whole market in terms of loyalty, economic, viability &
above all genuinely.
36% gave a second thought over the question .They said

that they can think of purchasing a Microwave Oven. Then
the question would be , “Why was it that late?”. The
answers can help us lessen this percentage in the next
session & perhaps a clearer picture could be revealed in the
segment.
Qs11. A few statements are given below, Please indicate

your opinion?
ANALYSIS :
STRONGL SOME- NEITHER SOME- STONGLY TOTAL MEAN RANK
Y AGREE WHAT AGREE WHAT DISAGREE
AGREE NOR DISAGREE
DISAGREE
MICROWAVE 7 9 7 2 21 0.84 3
OVEN IS
MORE
CONVINIENT
THAN GAS
BURNER
MICROWAVE 7 13 4 1 26 1.04 1
OVEN COOKS
FASTER AND
SAVES
ENERGY
MICROWAVE
OVEN 5 13 6 1 22 0.88 2
RETAINS ALL
NUTRITIONAL
VALUES OF
FOOD
MICROWAVE 5 12 6 2 20 0.8 4
OVEN COOKS
FOOD
EVENLY
HEALTHY 3 15 5 2 19 0.76 5
COOKING
AND TIME
SAVING RUN
PARALLEL
To reveal the literacy of the product or the consumer

perception of Microwave Oven as regards to its attributes
the Likert scale was initiated with some attributes of the
product in the form of statements & asking them to indicate
their degree of accepted or denial decree to the statements.
It was found that most responds strongly agreed that
Microwave Oven cooks food faster & saves energy. Still they
did not find it more convenient than gas burner.
Qs12. What is your level of possibility to purchase a

microwave oven within the next two months?
OBJECTIVE:

level of possibility to purchase a Microwave oven for those
who are aware of the concept.
ANALYSIS:
INTENTION TO BUY SCOR COUNT POSSIBILITY

E
NO CHANCE 0 4 0
SLIGHT POSSIBILITY 0.2 14 2.8
FAIR POSSIBILITY 0.4 4 1.6
GOOD POSSIBILITY 0.6 6 3.6
HIGH POSSIBILITY 0.8 7 5.6
CERTAIN 1 5 5
40 19
The household respondents who were non – users and aware

of Microwave Ovens were asked through as to whether they
intend to buy the product within the next two months. Their
responses are as follows:
Of the 120 respondents, 40 are non users and 34 are aware

of Microwave Oven.
Possibility is obtained by multiplying the probability
assigned in the intention to buy by the number of
respondents giving them response. For e.g. the slightly
possibility is obtained by multiplying (0.20 x 10) = 2.00.The
total is obtained by addition of all possibilities.
So, 19 respondents may buy the product within two months.
(Data Gathered From Mall Intercept Big Bazaar)
3.2 - Analysis for those who have microwave ovens.

Group – B
Qs1. “Life without air & water could be proportionate to a

life without Microwave Oven in the kitchen?
OBJECTIVE:

level of dependency of Microwave oven users on it.
ANALYSIS:
AGREE 40%
DISAGREE 60%
60%
60%
50% 40%
40% AGREE
DISAGREE
30%
20%
10%
0%
60% of them disagreed & has proved that they are

conventional. 40% agreed & proved of even more
conventional. This is because, with reference to our prior
relevant queries, we found out, although people know about
the benefits of the product, they are reluctant to change
their lifestyle. Hence just knowing & not initiating in
participation is our futile. Hence both the categories, 60 +
40% when join hands together, irrespective of the fact that
Microwave Oven is a life support to kitchen , but then the
kitchen should be supported by a Microwave Oven.
Qs2. Which brand of Microwave oven you currently own?
OBJECTIVE:
Through this question we tried to find out, which brand of
Microwave oven is mostly owned by people. An attempt was
also made to check if there is any brand pulling while
purchasing a microwave oven.
ANALYSIS:
LG 18 Kenstar 1
IFB 0 Onida 3
Samsung 8 Bajaj 0
Electrolux 6 Whirlpo 0
ol
Godrej 0 Others 2
TCL 1
From the above diagram, it is clearly seen that LG with 45%
people owing its Microwave oven is leading the market and
then comes Samsung 21%, Electrolux with 15 % & others
34% respectively
WHICH BRAND OF MICROWAVE OVEN YOU CURRENTLY OWN
0% LG
0% 5%
IFB
8%
SAMSUNG
3%
ELECTROLUX
0% 45%
GODREJ
3% TCL
c
KENSTAR
15% ONIDA
BAJAJ
21% 0%
WHIRLPOOL
OTHERS
Q3. “Life was good before Microwave oven but life is

______________________
Without it” – (Possible / Difficult / Can’t run / Can
manage somehow).
OBJECTIVE:
This is to check the dependency level of consumers on

Microwave oven.
ANALYSIS:
Possible 40%.
Difficult 24%.
Can’t run 8%.
Can manage somehow 28%.
40%
35%
30%
25% 40%
20%
28%
15% 24%
10%
5% 8%
0%
POSSIBLE DIFFICULT CAN'T RUN CAN MANAGE SOMEHOW
The question was built with a motive to understand how

familiar Microwave Oven is amongst the mass. 28% spoke of
a mode where they can manage somehow without it. Even
8% spoke of not to run at all without it. We have 24%
speaking of difficult life without Microwave Oven.
On an inclusive enumeration the ratio of a greater

percentage (40%) spoke of a hindering but possible life
without Microwave Oven. We see, here buyers or users in a
greater clot with Microwave Oven. Pertaining to this
question, we see that people’s inclination towards such
product is immense & is evident that demography is
dominated with this product.
Qs4. I have become more of the following with my

Microwave oven?
(Lazy / Idle / Time specified / Independent).
OBJECTIVE:
This is check, to what extent people are drawing benefit

from a Microwave oven.
ANALYSIS:
Lazy 0%.
Idle 0%.
Time specified 52%.
Independent 48%.
INDEPENDENT
48%
TIME
SPECIFIED,
52%
46% 47% 48% 49% 50% 51% 52%
TIME SPECIFIED INDEPENDENT
The data’s evaded us of a scenario which speculates time

sternly & with the aid of Microwave Oven, they reached
epitome of stipulated time management theories.
48% spoke of independence in their culinary habitats & can

spurge their palates along with their admin temperaments
also. A machine which opens us to a world of insight &
freedom ---- “what a time we are living”!
Q5. Are you satisfied with the model and design of the
Microwave Oven?
(Yes / No)
OBJECTIVE:
This is to check, whether people are satisfied with the model

& design of Microwave oven they are currently using.
ANALYSIS:
Yes 88%
No 12%
NO
12%
YES
88%
YES NO
A negligible percentage owes a problematic reflection in the

manufacturing models of the brand. Although a greater
percentage speaks about satisfaction, but then for a wide
coverage, the 12 percent can’t also be denied. Satisfactory
peripherals vary from man to man, yet as a compatible
competency, the company should hold authority in refining
& redefining model making strategy. Henceforth we can look
forward for a better, brighten future ahead, in respect of
business.
Q6. The new models could be made handier on table top on

Kitchens?
OBJECTIVE:
Through this question an attempt was made to check,
whether people want certain changes in the model and
design of Microwave ovens.
ANALYSIS:
YES 96%
NO 4%
96%
100%
80%
60%
40% 4%
20%
0%
YES NO
96% expects of a fine model , technically perfect & steel

body , which does not give the model a posh look ,
consumers spoke of a fiber coated body which would seem
shock resistant , though steel bodies are also the same , but
even then , a fibre body looks more safe as they seem to be
bad conductors of electricity. Few of them even spoke of an
elegantly sleek remake of current models. Expectations rise
high in consumer market , but if a synopsis is taken out of
all anticipations perhaps a “makeover” could be done on
such a model and a new launch with a new look may create
an added hype in consumer behavioral policies.
Q7. Are you satisfied with the after sales service?
OBJECTIVE:
This is to enquire that, whether people are satisfied with the
after sales service provided by their respective Microwave
oven manufacturer.
ANALYSIS:
YES 70%
NO 30%
Are you satisfied with the after sakes service
30%
YES
NO
70%
The after sales service is a sector which is not monitored

well in most of the organizations. Media hype, promotions,
advertisements and all other tall claims rendered and a
product is sold. But what after the product is sold and
reached home of that person, who was tapped & motivated
so badly that at one point of time, it was compulsion which
made the deal crack.
No one even bother to call back and ask him whether he is

comfortable with the product. His target is achieved on
selling one unit & the story ended here according to the
sales department.
But poor after sales service would initiate the following mal
activities by the irritated consumer –
• He would not be a brand loyalist.

• He would think the product to be a liability rather than
an aspect.
• He would not refer anybody on this brand.
• He would kill a “small” segment of the market.
• He would adversely manipulate his statements
contemplating dignity of the company.
Qs8. Is feedback at all important?
ANALYSIS:
Yes 92%.
No 8%.
100%
90%
80% YES, 92%
70%
60% YES
NO
50%
40%
30% NO, 8%
20%
10%
0%
Feedback actually is so drastically important that without it,

no strategies could be developed or imagined. Feedback
trails us to a flashback showing about demerits of the whole
process flow.
Exhibition of remarks of consumers act as highlights in the

company’s eye view as to how more catalyzed event flow
could be possible.
Feedback gives an exact picture of performances. Non

performers skip from the eyes of the management but
cannot skip from a feedback form. Feedback tells us how
strategies could be formed and also implemented.
Implementation without planning cannot happen & planning
without strategies could be a joke. Hence feedback works as
a rendezvous with the consumer & the company. It is
actually an exact interface.
Q9. Which can you suggest would build upward graph of

acceptance of product?
OBJECTIVE:
Through this question, an attempt was made to check which
is the factor, if else changed can change the level of
acceptance of this product.
ANALYSIS:
MODEL COST VIABILITY FEASIBILITY

3 17 2 3
12% 68% 8% 12%
FEASIBILITY
12% MODEL
12%
VIABILITY MODEL
8%
COST
VIABILITY
FEASIBILITY
COST
68%
68% talked about cost. Costing if justifiably figured would

definitely result in more sales. An economic feasible
fragment can bracket added & upward selling graph.
Rest of the percentage talked about model replenishing or

viability (in terms of durability). But now users, when they
revealed of other causes, the higher percentage inclined
towards financial constraints, which can be considered as
the key factor.
Q10. The denial or acceptance of this product owes to the

following causes?
OBJECTIVE:
Through this question, it was tried to find out the key
reason for low consumer acceptability of Microwave oven.
ANALYSIS:
INSUFFICIENT INEFFICIENCY TO UNFAMILIARITY UNAWARE OF A

FUNDS SUPPORT INSTALLMENT WITH THE PRODUCT MECHANIZED
SCHEME BUT A
SYNCHRONIZED
LIFESTYLE
3 2 12 8
12% 8% 48% 32%
50%
48%
40%
30% 32%
20%
10% 12%
8%
0%
INSUFFICIENT FUNDS
INEFFICIENCY TO SUPPORT INSTALLMENT SCHEME
UNFAMILIARITY WITH THE PRODUCT
UNAWARE OF A MECHANIZED BUT A SYNCHRONIZED LIFESTYLE
A clear picture is shown on the bar which gives a lift to the

episode of unfamiliarity with the product.
Product unawareness was discussed in prior analysis also,

but that could not equate the acceptance in the general
market. People are still not literate about a Microwave Oven.
32% spoke of a non – synchronized distorted lifestyle (out of

professional arena). This percentage also needs to take a
break in this out break. An effort which tries them to be
more literate, more mechanized & hence product acceptance
would definitely be more, irrespective of any segmentation
in consumer behaviour market.
Q11. What is the key reason of buying a microwave oven, if
you happen to buy one?
OBJECTIVE:
Through this question, an attempt was made to see, which is

the key reason, for why should one go for a Microwave
Oven.
ANALYSIS:
MAKING AN
ECONOMICALLY TIME FEASIBLE HEALTH INDEPENDENT
VIABLE CONCIOUS FAMILY IN TERMS OF TOTAL
COOKING
2 10 12 1 25
8% 40% 48% 4% 100%
48%
40%
50%
40%
30%
20% 8%
4%
10%
0%
ECONOMICALLY VIABLE
TIME FEASIBLE
HEALTH CONCIOUS
MAKING AN INDEPENDENT FAMILY IN TERMS OF COOKING
48% spoke of health consciousness as it would help a person

restrict his diet & simultaneously pamper his palate in a
healthy way.
40% (time feasible) who spoke about feasibility with
respect to time is also one reason who boasts about their
stringent work schedule , but it is also observed that these
section also likes to be independent at their kitchen outfit as
well as health conscious. The whole mileage is wrapped to
that slot who would diversify for buying a Microwave Oven
for irrespective reasons , but the goal is one – “organized
life”.
Qs 12. Are you satisfied with the demonstration provided by

you Microwave oven manufacturer? (YES / NO)
ANALYSIS:
YES NO
65% 35%
Satisfied w ith the Dem o
35%
YES
NO
65%
64% who spoke of their dis – satisfaction has a cause to it. A

new product, when bought in a family, everyone is
overwhelmed to operate it within no time. Compulsively,
they have to wait for the service guy who would show his
face for the demonstration after 48 to 72 hours, consumers
automatically disburses irritation.
A late demo reveals of lack of interest on a consumer but

messages of only quick sales.
On the other hand 36% who did not wanted a

demonstration, fell under a category, who knew operations,
either from outlet or from manufacturer & did not want a
demonstration. The matter still lies the same that a
demonstration is not presented.
Hence, a proper, timely demonstration could also build a
potential market & hard core brand users.
(Group – C carries the demographic profile of
respondents)
3.3 - Analysis for those who have not used LG

brand.
GROUP – D
Q1. If “LG” has been heard by you, what do you envisage on

that note?
(Refrigerators, Air Conditioners, Washing Machine,
Microwave Oven)
OBJECTIVE :
Through this question an attempt was made to check, which

product category of LG is popular among consumers.
ANALYSIS:
Refrigerators 28%
Air Conditioners 15%.
Washing Machine 26%.
Kitchen ranges, Microwave Oven. 31%.
etc.
Microw ave
Oven
Ref rigerators
31%
28%
Air
Conditioners
Washing 15%
Machine
26%
Ref rigerators Air Conditioners Washing Machine Microw ave Oven
Correct approach in all respect of marketing has proved of

corrigible percentage in identifying products in accordance
with the accepted priorities. 45% identifies LG with
reference whereas 15% associated the brand with Air
Conditioners. Though several other companies sell Air
Conditioners, but LG has gained considerable
Heights
Cooking ranges are recognized with LG along with
Microwaves and that to, with 31 % of people speaking on it.
Now, pertinent queries give us results and data’s, but

always not in exactness 28% who associated with
refrigerators should be tapped off with reasons of their non
familiarity of LG with cooking ranges.
However people talk about any brands, the tapped covered

all products and full coverage of LG.
Q2. If you think of buying any product of the following brand

specified, what would you like to go for?
OBJECTIVE:
Through this question, an attempt was made to check brand

pulling in case of each product category.
ANALYSIS :
Refrigerators
1, 4%
3, 12%
7, 28%
LG
SAMSUNG
2, 8% WHIRLPOOL
GODREJ
VIDEOCON
2, 8%
ELECTROLUX
4, 16% OTHERS
6, 24%
Air Conditioners
2, 5% 6, 15%
2, 5%
3, 8% LG
SAMSUNG
2, 5% VOLTAS
CARRIER
9, 22% TCL
5, 13% ONIDA
ELECTROLUX
OTHERS
11, 27%
Washing machines
2, 4%
5, 9%
14, 26% LG
4, 7% SAMSUNG
WHIRLPOOL
Godrej
4, 7%
Videocon
ONIDA
6, 11% Electrolux
10, 19%
OTHERS
9, 17%
Micro Wave Ovens
2, 5%
6, 16%
12, 31%
LG
Samsung
2, 5% Kenstar
Onida
IFB
Electrolux
6, 16%
Others
1, 3% 9, 24%
The analysis of evidential datas proves of consumer
behavior & their psychology as to what they think about any
brand with a product.
28 % encircled with refrigerators with LG---- "Green Ion Door

Cooling Technology" And the latest USP’s like cell fresh
crispers ,Anti Bacterial Seal & many says about the various
colors it offers are impeccable, the New Model 248 LAG4
crimson Model is highly acclaimed around.
Samsung's "BIO FRESH" air conditioners, conditioned

psychologies & brand created accordingly .Again 26% spoke
of LG washing machines & 31% on microwave ovens.
This gives us a crystal image as what activities, the

companies would activate to make people accept &
associate products with brands. Little percentage when they
bring Onida with air conditioners really prove that at "48.C it
does not cool".16% speaking of Videocon also emphasizes
that celluloid screen stars actually could not wash clothes &
that too effectively.(Promotions expensive ones also at
times does not work). Negligeable percentage who quoted
on Legrand & others find a niche market & according to their
own requirements & lifestyle, they bring home a product.
Respondents clearly stated on psychological variances & not

allowed technically outfitted ones to step in their homes;
otherwise all is just a road show & ultimately a "NO SHOW".
Q3. If you have heard or understood LG where did you come

to know?
OBJECTIVE :
Through this it was tried to find, which medium of

advertisement is most effective for enhancing the brand
image of LG.
ANALYSIS :
Electronic & Print Media 13%.

Relatives 50%.
Hoardings 5%.
Exhibition & Fiestas 33%.
50% 50%
45%
40%
35%
30% 33%
25%
20%
15% 13%
10% Series1
5%
0% 5%
Electronic & S1
Peers &
Print Media Hoardings &
Friends
Promotions Exhibitions &
Live MWO
Demo
Truly said that, "what seems good, sells good ", and hence
media worked in the framework of decisions making
peripherals. Specifically electronic media would give the
peak factor as to how can one justify and eventually accept
a product media has a concept of highlighting features in
black and white. A neutral, non baised information is
augmented.
Relatives & friends, influence a great % & are catalyzing

factors in decision making factors.
Exhibitions & Live MWO Demo are events that promotes

product on ground and instant deal cracks heavily on
consumers as they become aware of the Product in a better
way. Presentations of those products are exhibited in such
manner, that a person's decision making factors are frozen
and resulting to buy the product.
Q4. On observation of acknowledging functions and
weightage of LG, How would you grade it as a brand
amongst others listed below?
OBJECTIVE :
This was to check brand positioning of LG among other
competent brands in the market.
ANALYSIS :
PRODUCT 1 2 3 4 5 6 7 8 9 10 Tota
l
LG 15 9 5 4 6 1 40
IFB 2 4 7 8 15 4 40
SAMSUNG 12 10 8 6 2 2 40
ELECTROLUX 3 5 7 10 8 5 2 40
GODREJ 4 8 10 12 2 4 40
TCL 4 20 5 11 40
KENSTAR 15 10 5 4 6 40
ONIDA 2 4 6 12 9 3 3 1 40
VIDEOCON 2 4 8 9 7 3 4 3 40
PHILIPS 5 8 6 4 10 4 3 40
LG
1
3% 0% 2
15%
3
37%
10% 4
5
6
7
13% 8
22% 9
10
IFB
1
2
4, 10% , 0% 2, 5%
4, 10%
3
4
7, 18%
5
6
15, 37% 7
8
8, 20%
9
10
Sam sung
1
2
2, 5% 2, 5%, 0% 3
12, 30% 4
6, 15%
c 5
6
8, 20% 7
10, 25% 8
9
10
Electrolux
1
2
13% 0% 5% 0% 8% 3
13%
4
5
6
19% 18%
7
24% 8
9
10
Godrej
0%
0%
0% 1
10% 10% 2
5%
3
20%
4
5
6
30%
7
25% 8
9
TCL
0% 10%
1
28%
5
9 2
7
3
8 4
13% 49% 5
Kenstar
15%
1
10% 37%
2
3
4
13%
5
25%
Onida
1
3, 8% 1, 3% 2, 5%
4, 10% 2
3, 8%
3
6, 15%
4
5
9, 22%
6
12, 29% 7
8
Videocon
1
2
3, 8% , 0%2, 5% 3
4, 10% 4, 10%
4
3, 8%
5
8, 19% 6
7, 18% 7
9, 22% 8
9
10
Philips
1
2
3, 8% , 0% 5, 13%
4, 10% 3
4
8, 20%
5
6
10, 24% 7
6, 15% 8
4, 10%
9
10
Few attributes in the market decide the stability in a brand.

A varied or versatile equated product's presence in a market
helps the consumer understand its presence. Brand pulling
here is not a phenomenon but such inclination owes to the
fact that a consumer sees literally every product, of a single
brand. People identify brands on these parameters.
37% graded LG in respect to its technicalities, style, design

and unique qualities & by promotional status. A celebrity
talking about a brand always doesn’t work perfectly in terms
of its acceptance but because of the quality of the product,
the price and other unique features which other companies
do not offer it has to build a great confidence amongst the
consumers.
A lay back attitude seen in case of IFB. But then, we all know
IFB to be pioneers in front loading washing machine, but
due to very poor category of sales promotion, no one
actually knows and talks about this brand.
30% voted Samsung as 1ST rank and a strong competence is

warped with LG. May be not promotions here, but
manufacturing was a set back. Very few dared to vote for
5TH rank, Samsung, too, being a well known brand, how to
see its hurdles in terms of designing or probably economics.
In case of Electrolux, 24% voted for a forth rank; where in
5% spoke of first rank. The two variance is not by chance nor
by consumer choice, but definitely accounts all for
Electrolux manufacturing, awareness programmes and cost
factors.
Social status and Economic status of people also vary from

place to place and scenario and graphics also varies from
place to place. But to make one brand associate with such
elite or status is the whole pain all about. Strategic points
evaluated on tense and correct connotation received, a
products remains successful in the market.
It can be seen for Godrej that people still have higher values
for it because of the brand name as concerned but there are
also many problems faced by consumers related to MWO’s
,Air Conditioners.
TCL remarkably equated with 10% ranking on 5th place as it

seemed to be like "SIBERIA" 'everyone knows where it is,
but no one wants to go there'. It has also been observed
that because of its reasonable price (TCL ,SVL) are doing
relatively good business in UP-Country market in North-East.
Kenstar valued 6th rank of 15% who spoke that the brand
still to be worth and ongoing.
Q5. Any comparable product compared on comparative
analysis study, u would select LG growing to the following
factors?
OBJECTIVE:
This is to find out, which is the factor which makes LG

different from other competitive brands existence in the
market.
ANALYSIS :
Economically Large span Majestic Body and User

viable (expanded variable in the manufacturi friendly
) market market ng
6 11 12 6 5
15% 28% 30% 15% 13%
35%
30%
30% 28%
25% Economically viable
20%
15% 15% Large span (expanded)
15% 13% market
10% Majestic variable in the market
5%
Body and manufacturing
0%
(expanded)
variable in the
Economically
User friendly
Large span
manufacturing
User friendly
market
Body and
Majestic
viable
market
Hence, we can actually sum up the whole essay where wee

see that the reason of LG or any product acceptance is easy
economy. Cheap, not in terms of quality, but less expensive
with equal strata’s helps an individual procure one.
13% user friendly or large span with 15% talking on

manufacturing probabilities as well. But, the moral of the
story is all at one point --- economic. A product within
brackets of all variables, model, design, technical outfits
and above all, a tag which everyone's pocket suits.
3.4 - Analysis for those who have used LG brand.
Group – E
Qs 1. Which product category of LG are you using at

present?
OBJECTIVE:
Through this question, an attempt was made to check which

product category of LG is maximum owned by consumers.
ANALYSIS:
Washing Microwave Color

Refrigerator Air Conditioner Machine Oven Television
9 6 8 10 7
23% 15% 20% 25% 18%
Current LG Product being used
30%
25%
25% 23%
20% Refrigerator
20% 18%
Air Conditioner
15%
15% Washing Machine
Microw ave Oven
10%
Color Television
5%
0%
Refrigerator Air Washing Microw ave Color
Conditioner Machine Oven Television
Statistics shows a wide variance in usage of refrigerators .

Perhaps an intricate variable research adapted LG with
refrigerators. But also is observed 25% of them who
acquainted LG with microwave ovens.
But more or less, models and technical assortment were

more advantageous which inclined consumer towards
refrigerators? With ‘double door’ and ‘quick chill’, may be "a
cake in half minutes" would add to microwave or "without
using detergents", fabrics sparkles would add to washing
machine.
Marketing formulae could perhaps develop in an around an

upward growth, but whatever be the issue, proper
awareness as to how an individual co-relates the whole
brand with a product, speaks all.
Qs 2. Overall, how satisfied are you with LG?
OBJECTIVE:
This is to check the satisfaction level of consumers, who are

using LG brand.
ANALYSIS:
NEITHER
SATISFIED
NOR HIGHLY
HIGHLY DISSATISFIE DISSATISFIE DISSATISFIE
SATISFIED SATISFIED D D D
1 2 3 4 5
16 10 8 4 2
40% 25% 20% 10% 5%
HIGHLY SATISFIED
40% 1
40%
35%
30% SATISFIED
25% 25% 2
20% 20%
15%
10% NEITHER SATISFIED NOR
10%
DISSATISFIED
5% 5% 3
0%
S1
HIGHLY SATISFIED
SATISFIED NOR
DISSATISFIED
DISSATISFIED
DISSATISFIED
NEITHER
4
HIGHLY
3
5
1
HIGHLY
DISSATISFIED
5
5% on higher dis-satisfactory profiles talking setbacks about

how worse, perhaps after sales could be. Most of the
individual in this stab spoke about being "treated
stepmother" like, or other percent speaking about quality
and deliverance of services as expected as compared with
the price. Nearing to that 25% spoke on satisfactory
parameters owing to designing, models and look. But talking
about after sales, it may be revealed as well that, here also
the concerned percentage would emphasize of the same
given cause.
Yet 20% were very neutral. Sometimes it must have been a
time when perhaps a demonstration or a complaint might
not attended timely. Simultaneously, a delayed attendance
must have carried apologies and made the customer neutral.
But it is also to be seen that on what grounds customers

ranks their order of satisfaction or dis-satisfaction.
Qs3. Does the company representative often visits you on
your uncomfortable Zones (Yes / No)?
OBJECTIVE:
This is to gauge the efficiency of After Sales Service team in

solving consumer grievances.
ANALYSIS:
YES NO
30 10
75% 25%
80% 75%
70%
60%
50%
YES
40%
NO
30% 25%
20%
10%
0%
YES NO
It can be seen that LG provides the best of services towards

its valued customers because we all know that after sales
service is of utmost importance to retain them & more
importantly with every possible service a customer can be
made happy. There are sometimes service cannot be
provided due to either distance or forgetfulness or mis
communication , But LG as a whole tries to reduce the major
complicacies and reach the remotest of the customers.
Qs 4. Do you want any other service from Company?
ANALYSIS:
When asked this question, people wanted a very efficient
after sales service from the company. Many suggested that,
improvisation in after sales service will build a upward
graph of acceptance for LG.
Qs 5. What is your mode of purchase?
ANALYSIS :
Cash Installment TOTAL

basis
15 25 40
38% 63% 100
70%
63%
60%
50%
40% 38%
Cash
Installment basis
30%
20%
10%
0%
Cash Installment basis
Geography, grading of cities actually decide per capita’s &

hence value of money also differs. A bigger metro, infact
may be at times less expensive than a B grade city like
Guwahati. Hence, money earning source, at times, even
psychology varies for the cause of one time investment.
Consequently, the crowd moves towards avenues of

installments & would perhaps add a star to the galaxy, when
the installments are interest free.
A nominal 38% with an elite & class above go for a one time
buy in such cities. Nevertheless, installments facilities are
growing in such regions for such easy purchasing adopts.
Qs 6. How likely would you be to recommend LG brand to
your friends or colleagues?
OBJECTIVE:
It is always seen that, a satisfied customer of a Company is

the best source to cultivate more new customers for the
Company. So, through this question, an attempt was made
to check the satisfaction level of existing customers and the
frequency at which they recommend LG to their friends &
colleagues.
ANALYSIS:
45% 43%
40%
35%
30%
25% 23%
20% 20%
15%
10% 10%
5% 5% VERY LIKELY (1)
0% S1 LIKELY (2)
VERY LIKELY (1)
NEUTRAL (3)
LIKELY (2)
UNLIKELY (4)
VERY UNLIKELY
NEUTRAL (3)
UNLIKELY (4)
(5)
VERY UNLIKELY (5)
A great & highest percentage spoke to recommend LG to

friends and colleagues & a least 5% talking about not to
recommend.
Here, we have observed with all rounds of our trips to

various sectors - promotions, after sales, sales methodology
& many more to the endless list. Results originated that the
good & the bad went together parallel but the bargain of
goods rose to 36% who says that they would be hard core
loyalist & there we are -- ‘we have reigned
market’.
An irritant face of a demo guy or the ignorant sales person

with dried lips, grasping to acquire more knowledge about a
tough area in a machine is always not a cause of lower sales
graph, but yes, good technical incorporation in any brand
gives a good mileage.
Qs 7. Suggestions
OBJECTIVE: Through this question, we took the opportunity

to seek suggestion from our valued customers.
SUGGESTIONS:
NAME OF THE
ADDRESS SUGGESTIONS
CUSTOMER
Mrs.Jaya Jayanagar Six mile I believe it is a good brand, but it needed to improve its after sales
Shree Deka Guwahati service, so that it becomes easy for me to recommend to others.
Mrs.Kakoli Well, its good company and we haven’t found any problem yet, apart
PALTAN BAZAR
Das Gupta from the fact that its price is a bit high.
Well, so far we haven’t found any problem. So, we are happy. But I
Mrs. Kashmira
FATASHIL AMBARI suggest Company to make appliances with low power consumption
Agarwal
capacity.
Mrs. Abida
Bhangagarh Its great and amazing
Hussain
Sony
Mrs. Podda Did good research before purchasing & found LG's to be Elegant to
Apartment,Bartha
Dutta look at and features are also better than others.
kur Mill
Mr. Tapeswar Bharalumukh,BSN I want good service from LG Company for further familiarity with the
Boro L Colony machine.
Mrs. Anupama
CRPF . Guwahati Recently bought one and the quality and price is really good
Mishra
Mrs . Rupa A.k Azad Rd.

LG is a reputed brand and gives a good service
Dutta Rehabari
Mr.
H.No. 32 Rup
HareKrishna LG has now become the part of our family life
Nagar Guwahati
Bhuyan
LG is a good brand which is suitable for modern day living. It is
Mrs. Ishita Pubali Apartment
attractive because it provides various models within an affordable
Sen Barthakur Mill
range.
Mr. Brajesh Lal Ganesh , Milan

Its good & affordable than any other brand
Singh nagar Guwahati
Mrs.Shyamali The product is wonderful and the gift micro proof bowls are really
B. Chariali
na Bhuyan great as a gift.
Mrs.
Geetanjali Zoo Narengi Road Found problem with the turn table but later it has been replaced
Gogoi
3.5 - Analysis for the dealers.
Group – F
Qs1. Do you keep stock of LG products? (Yes/No)
Do you keep stock of LG products? (Yes/No)
100 93.75
90
80
70
60 Series2
50
40
30
20
6.25
10
0
Yes No
ANALYSIS:
YES NO
93.75% 6.25%
6.25% penetrated to the issue of denying as they spoke of

poor after sales services and hence, are scared to keep such
products which may bring irritant customers in the long run.
93.75% spoke about proud ambassador of the brand and

they boast to be associated with the name.
Qs2. If Yes, What made you decide to join hands with LG?
OBJECTIVE:
This is to find out, which factors influence the dealers to join

hands with LG.
ANALYSIS:
EASY BRAND
ACCESSIBILITY TO
THE MARKET Better Business Opportunities
5 6 4
31.25 37.5 25
37.5
40
35 31.25
30 25
25
20 Series2
15
10
5
0
EASY BRAND Better Business
ACCESSIBILITY TO Oppurtunities
THE MARKET
73% spoke of ‘Brand’ and a negligible 27% spoke of ‘Easy

accessibility to the market’. This shows that dealers carry
Electrolux products because of its brand image. The brand
image of LG is enhanced when it associated the ‘Green Ion
Door Cooling’ (i.e LG) with it. ‘LG’ is having a very strong
brand image in Indian market, so it obviously helped LG in
brand making strategy.
Qs 3 Analysis is done along with the Analysis of Qs no-2 of
Group - F
Qs4. Are you satisfied to carry LG products? (If Yes, Why) (If
No, Why)
OBJECTIVE:
With this question, an attempt was made to find out, what

are the instigating factors that made dealers to sell LG
products.
ANALYSIS :
PRICIN UPDATED PRODUCT PROMOTION SUITABLE
G DESIGN AL SCHEMES
STRATEGIES
14 2 5 8
16 16 16 16
From the above diagram it is seen that, out of 16 dealers

interviewed, 14 are happy with pricing and then comes
suitable schemes & promotional strategies updated product
design.
14
14
12 PRICING
10
8 UPDATED
8
PRODUCT DESIGN
6 5
PROMOTIONAL
4 STRATEGIES
2
2
SUITABLE
SCHEMES
0
PRICING UPDATED PROMOTIONAL SUITABLE
PRODUCT STRATEGIES SCHEMES
DESIGN
Qs5. How does company promote you along with the brand
making factors?
OBJECTIVE:
This is to find out, what promotional activities company is
doing for promoting their products in the market and
helping the dealers in creating brand awareness.
ANALYSIS:
SUPPORT WITH FINANCE DEVELOPING DOING

INCENTIVE FOR IN CARRYING THE INFRASTRUCTURE NOTHING
DISPLAY AFFOREMENTIONED OF YOUR OUTLET AT ALL
4 3 6 2
Does Company Promote you along with the Brand making factor
75
80
60
25 Yes
40
No
20
0
Yes No
Series2 75 25
25 % spoke that the company doesnot initiate to promote a

dealer but this is not the case regular SDMP meets are
arranged for the Dealers , inshop branding is done , Live
Cooking Demo’s are done by the MWO Chefs and as you can
see that 75% of the dealers agree to this what the company
does for them .
As we can also see that company also gives incentives to the

dealers for maximum & better display .Where as it also
supports the dealers with finance and develop infrastructure
(With In Shop Branding ,Provide POP/ POS Materials , &
Display Stands etc.)
Qs6. Rank the following products of LG as per your sales
preference?
OBJECTIVE :
Through this question, an attempt was made, to check which

product category of LG does the
ANALYSIS :
PRODUCTS 1 2 3 4 TOTAL
REFRIGERATO 13 3 - - 16
R
AIR 2 8 6 - 16
CONDITIONER
WASHING 3 5 6 2 16
MACHINE
MICROWAVE 5 5 2 4 16
OVEN
CTV 12 4 16
From the above chart, it is seen that most of the dealers

graded Refrigerators as No-1 and then Air Conditioner as
No-2, Washing Machine as No-3 and Microwave Oven as No –
4.
So, the ratings of various product ranges of LG are as

follows:
PRODUCTS RANKINGS
REFRIGERATOR 1
CTV 2
MICROWAVE OVEN 3
Washing Machine 4
AIR CONDITIONER 5
Q7. Do you keep stock of Microwave ovens?
If Yes, What is the average stock of Microwave oven

per brand? (Monthly wise)
CALCULATION OF MARKET SHARE ON THE BASIS OF DATA

COLLECTED FROM DEALERS IN GUWAHATI
TOTAL STOCK OF MICROWAVE OVENS PER BRAND
BRANDS TOTAL MARKET

STOCK SHARE
(In Pcs.)
LG 82 41.20
IFB 6 3.01
Samsun 35 17.58
g
Electrolu 22 11.05
x
Godrej 18 9.04
TCL 9 4.52
Onida 20 10.05
Whirlpoo 7 3.51
l
TOTAL - 199 100%
CALCULATION OF MARKET SHARE = TOTAL STOCK OF

MICROWAVE OVEN
STOCK PER
BRAND
FOR Example:
Calculation of Market Share of LG in Microwave oven =

TOTAL STOCK OF MICROWAVE OVEN WITH
DEALERS
STOCK PER BRAND WITH DEALERS
82
=
199
= 41.20 %
Chapter - 4.1
CONCLUSION
The overall study & observation done, findings & other

hypothetical issues as well reveals a message --- message of
development, more development would energize, more
awareness.
More awareness should also promote, more acquaintance

with the product, more acquaintance should lead to more
presence of this product.
The word "More ", redefined here equates to mass &

proportionate to the jury, who says that “LG” as a whole has
lit the market & added to the maturity of mindset that
accepts it.
Nevertheless contradictions may occur, and has occurred

also. Coalitions, actually occurs with differentiated
ideologies, two different ideologies fighting to come down
to a single conclusion.
History evades that such conclusions do not occur. But with

such conflicts, erupts newer brain wares, potential
thoughts, minds that credential’s updates & thereby a
market is reborn, which drapes along with veils of
augmented sales strategies that resulted to a wide product
acceptance. Product presence everywhere whispers tales of
product success. It's just that a mind which do not do
different things, but does a strategy differently.
A good percentage of people accepted the brand & many
users accepted LG Micro Wave Oven.
42% spoke of likely attitude as they would recommend the

brand and a great % spoke of a satisfied mind of after sales
service with 25 % speaking its negatives.
One thing which could be exclaimed about is that

irrespective of such diversities, many supported the brand
"LG "' and also the product "Microwave Oven ". But its
differentiated rating to acceptance would have a different
story to say altogether.
Chapter - 4.2
RECOMMEMDATIONS
The gradual penetration rates of microwave ovens are a

definite indication of the need for creating more awareness
of the product and also highlighting its feature, performance
levels and usefulness. Earlier high income group families &
now as the era is changing towards more competitive
market the main customers are always he middle class and
are the biggest buyers of microwave ovens, their views
assume paramount importance in drawing any inference on
the acceptability of the same. From the research it is seen
that, although there is an awareness of the product, but
34% of the people do not perceive it to be a cooking system.
Chapter - 4.3
SUGGESTIONS TO STEP A STEP AHEAD:
It is vitally required to identify peripherals of influencing

growth & development of the market. Microwave Ovens
being , relatively a new product , five characteristics have to
be emphasized which are especially important in influencing
the rate of adoption.
The 1st is the product’s compatibility, the degree to

which it matches the values and experience of individuals in
the community. The microwave oven is basically designed
keeping the European food in mind. But now, a shift of
Indians towards microwave ovens is observed. Until the
product can effectively cook Indian food, its adoption as a
cooking system or a medium will be low. In the survey, it is
found that some respondents revealed that some local cakes
and dishes can be prepared in the microwave ovens. Such
kind of endeavor should be appreciated by the company and
food festivals exhibiting dishes cook able in a microwave
oven can be organized.
2nd is the product’s relative advantage – a degree to

which it appears superior to existing products. The greater
perceived relative advantage of using Microwave Ovens, as
a cooking system, in comparison with existing cooking
appliances. This is the crucial factor which will determine
the future potential of the product. The concept of
Microwave Oven that will curtail long sweaty hours in the
kitchen for the preparing food for the family , thereby make
cooking enjoyable, less time consuming, has to be sold by
the company.
The 3rd is product’s divisibility, a degree to which it can

be tried on a limited basis. In this case the company can
organize cooking classes for the users who could be
encouraged to use more frequently by giving them the
necessary steps to make various recipes and also for non
users, who could get a first hand knowledge of the product.
The 4th is the product’s complexity, the degree to which

it is relatively different to understand or use microwave
ovens a complex and knowledge of the product among the
consumer group is low which the cause for its slow
penetration is. Also among the user groups, its usage level
is not very high.
APPENDIX – A
QUESTIONNAIRES
Group – A
(Contains questions for those who don’t have Micro
oven)
Introducing myself as a student of ISB&M, KOLKATA ,

initiating a part of the course curriculum of PGDBM, I am
executing an analytical research on “Awareness and concept
of Microwave Oven and consumer behavior in respect of LG
brand”. I would put forth a plee to spare a few moments of
your precious schedule in answering some queries pertinent
to my analysis. I assure and further indemnify you of strict
confidentiality and the valuable dotes of yours would be
used only for such emphatic academic analyses. I would
express my sincere gratitude for the aid initiated by your
good self in helping me acquiring accomplishment of my
allotted research work.
Qs1. Are you aware of the concept & benefits of Microwave

ovens?
Yes No
Qs2. If yes, How did you come to know about microwave

oven for the first time?
Television
Newspaper
Magazine
Friends, peers & relatives
Any other (please specify)___________________
Qs3. Which is the criteria for why should you go for a

microwave oven?
Time saving
Necessity
Want
Non competent psychological complex
Healthy method of cooking for controlling

of obesity and other fat related disasters.
Compact kitchen utility.
Energy saving in terms of LPG gas etc.
Qs4. Do you think your local food habits are compatible with
microwave ovens?
Yes No
Qs5. What is your daily itenary?

Professional with 9-5 job.
Business.
Housewife
Others______________
Qs6. How do you think yourself you are independent in

Kitchen?
Solely independent.
Completely dependent on manpower resource.
Solely dependent on kitchen appliances.
Solely conventional methodology.
Qs7. A microwave oven is of more utility to the children

category as Well as for
working mothers?
Agree Disagree
Qs8. If you think of even buying a microwave oven what

brand should you think you buy one?
LG
IFB
Samsung
Electrolux
Godrej
TCL
Kenstar
Onida
Bajaj
Whirlpool
Others
Qs9. The issue of absence of Microwave oven could be any
one of the following?
Financial Instability
Unawareness of the utilities of the product
Unbalancing need and want psychosis
Qs10. “A microwave oven as a kitchen utility is accepted

globally” – If you are not
into it do you consider yourself –
Isolated
Conventional
Not ready to accept modernism
Can think about it
Qs11. A few statements are given below, Please indicate

your opinion?
Neither
Strongl
Strongl Somewh agree Somewh
y
Statements y at nor at
Disagre
Agree Agree disagre disagree
e
e
a.
microwave
oven is
more
convenient
than gas
burner
b.
microwave
oven cooks
faster and
saves
energy
c.
microwave
oven
retains all
nutritional
values of
food
d.
microwave
oven cooks
food evenly
e. Healthy
cooking and
time saving
run parallel
Any comments
________________________________________________
Qs12. What is your level of possibility to purchase a

microwave oven within the next six months?
No Slight Fair Good High

chance Possibilit Possibilit possibili possibili Certain
y y ty ty
Group – B
(Contains questions for those who have Micro oven)
Introducing myself as a student of ISBM Kolkata, initiating a

part of the course curriculum of PGDBM, I am executing an
analytical research on “Awareness and concept of
Microwave Oven and consumer behaviour in respect of LG
brand”. I would put forth a plee to spare a few moments of
Qs1. “Life without air & water could be proportionate to a

life without Micro Wave Oven in the kitchen?
Agree Disagree
Qs2. Which brand of Microwave oven you currently own?
LG
IFB
Samsung
Electrolux
Godrej
TCL
Kenstar
Onida
Bajaj
Whirlpool
Others
Qs3. Life was good before Microwave oven but life is

______________________
Without it.
Possible Difficult Can’t run
Can manage somehow
Qs4. I have become more of the following with my

Microwave oven?
Lazy Idle Time specified

Independent
Qs5. Are you satisfied with the model and design of the
Microwave Oven?
Yes No
If No, why _________________________________________
Qs6. The new models could be made handier on table top on

Kitchens?
Yes No
Qs7. Are you satisfied with the after sales service?
Yes No
Qs8. Is feedback at all important?
Yes No
Qs9. Which can you suggest would build upward graph of
acceptance of product?
Model Cost Viability

Feasibility
Qs10. The denial or acceptance of this product owes to the

following causes?
- Insufficient funds
Ineffiency to support installment scheme
Unfamiliarity with the product
Unaware of a mechanized but a synchronized lifestyle.
Qs11. What is the key reason of buying a microwave oven, if

you happen to buy one?
Economically viable
Time feasible
Health conscious
Making an independent family in terms of cooking

Group – C
Customer details
Customer name
____________________________________________________
Address
____________________________________________________
Contact No
____________________________________________________
Age group
Below 25 years
26-40 years
40 years and above
Marital status Married Unmarried
Education __________________________________________
Occupation Private Company Public
company
Govt. company Business
Housewife Others
Monthly Income: - Rs. 5,000 – 10,000
- Rs 11,000 - 20,000
- Rs 21,000 - 30,000
- Rs 30,000 above
Family size :
1-3 members
3-6 members
Above 6 members
What is your daily food itenary?
Staples Junk Confectionaries

Whatever comes the way?
Date __________________ Place _________________
Group – D
(Contains questions for those who have not used LG
Brand)
Introducing myself as a student of ISBM, Kolkata, initiating a

Microwave Oven and consumer behavior in respect of LG
brand”. I would put forth a plea to spare a few moments of
Qs1. If “LG” has been heard by you, what do you envisage

on that note?
Refrigerators
Air Conditioners
Washing Machine
Microwave Oven
Qs 2. If you think of buying any product of the following

brand specified, what would you like to go for?
Refrigerator: LG
Samsung
Whirlpool
Godrej
Videocon
Electrolux
Others__________________
Air Conditioner: LG
Samsung
Voltas
Carrier
TCL
Onida
Electrolux
Others__________________
Washing Machine : LG
Samsung
Whirlpool
Godrej
Videocon
Electrolux
Others__________________
Micro Wave Oven: LG
Samsung
Kenstar
Onida
IFB
Electrolux
Others___________________
Qs3. If you have heard or understood LG where did you

come to know?
Electronic / Print Media
Peers & friends
Hoardings / Promotions
Exhibitions & fiestas.
Qs 4. On observation of acknowledging functions and

weightage of LG, How would you grade it as a brand
amongst others listed below?
Rank between (1 & 10)

Rankings
Product 1 2 3 4 5 6 7 8 9 10
LG
IFB
Samsung
Electrolu
x
Godrej
TCL
Kenstar
Onida
Videocon
Philips
Qs5. Any comparable product compared on comparative

analysis study, u would select LG owing to the following
factors?
Economically viable
Large span (expanded) market
Majestic variable in the market
Body and manufacturing
User friendly
Group – E
(Contains questions for those who have used LG

Brand)
Qs 1. Which product category of LG are you using at

present?
Refrigerator
Air Conditioner
Washing Machine
Micro Wave Oven
Qs 2. Overall, how satisfied are you with LG?
HIGHLY SATISFIE NEITHER DISSATISFIE HIGHLY

SATISFIE D SATISFIED D DISSATISFIE
D NOR D
DISSATISFIE
D
1 2 3 4 5
. Justify your answer with

reasons________________________________
Qs3. Does the company representative often visits you on

your uncomfortable zones
Yes No
Qs 4. Do you want any other service from Company?
_______________________
Qs 5. What is your mode of purchase?
Cash Installment basis
Qs 6. How likely would you be to recommend LG brand to

your friends or colleagues?
Very Likely Neutral Unlikely Very

Likely unlikely
1 2 4 6 7
Qs 7. Suggestions
_______________________________________________________
______________________________________________________
GROUP – F
(Questions for dealers)

Name of the
Dealer__________________________________Category______
Address
________________________________________________
Ph No ______________________
Qs1. Do you keep stock of LG products?
Yes No
Qs2. If Yes, What made you decide to join hands with LG?
Brand
Easy accessibility to the market
Qs3. If No, Why (Specify)

___________________________________________
Qs4. Are you satisfied to carry LG products?
If Yes, why If No, why
Pricing Pricing
Updated product design Outdated product

design
Promotional strategies Promotional
strategies
Suitable schemes Schemes
Credit period Credit period
Qs5. How does company promote you along with the brand
making factors?
Incentive for display
Support with finance in carrying the aforementioned
Developing infrastructure of your outlet
Doing nothing at all
Qs6. Rank the following products of LG as per your sales

preference?
Rank between 1 & 4
PRODUCT RANKIN
G
Refrigerator
Air conditioner
Washing Machine
Microwave Oven
Color Television
FPD
Audio &Video (DVD)
Qs7. Do you keep stock of Microwave ovens?
If Yes,
What is the average stock of Microwave oven per

brand? (Monthly wise)
LG
IFB
Samsung
Electrolux
Godrej
TCL
Kenstar
Onida
Bajaj
Whirlpool
Others
What is the sale per brand? (Monthly wise)
LG
IFB
Samsung
Electrolux
Godrej
TCL
Kenstar
Onida
Bajaj
Whirlpool
Others
APPENDIX – B
GROUP-C
DEMOGRAPHIC PROFILES OF RESPONDENTS

(Those who are using Microwave oven)
70%
67%
60%
50%
BELOW 25 YEARS
40%
26 TO 40 YEARS
30% 40 YEARS & ABOVE
20% 24%
10% 9%
0%
AGE GROUP
MARRIED, 92%
100%
90%
80%
70%
60% MARRIED
50% UNMARRIED
40% 8%
30% UNMARRIED,
20%
10%
0%
MARITAL STATUS
35%
35%
30%
30%
25% 20% PRIVATE CO

GOVT CO
20%
HOUSE WIFE
15% PUBLIC CO
BUSINESS
10% OTHERS
10%
2% 3%
5%
0%
OCCUPATION
50% 50%
45%
40%
35%
5000-10000
30% 23%
11000-20000
25%
24% 21000-30000
20% 30000 ABOVE
15%
10% 3%
5%
0%
MONTHLY INCOME
60%
60%
50%
40%
1-3 MEMBERS
30% 3-6 MEMBERS
30%
ABOVE 6 MEMBERS
20%
10% 10%
0%
FAMILY SIZE
100%
90% 95%
80% STAPLES
70%
60% JUNK
50%
CONFECTIONARIES
40%
30%
WHATEVER COMES
20% 1% 4% THE WAY
10%
0%
DAILY FOOD ITENARY
India’s No.1 Choice
Market Leader as per Figures released by ORG-Gfk

Jan – May 2008 by Volume Market Share
Samsun Onid Videoco Electrolu Whirlpo

Products LG
g a n x ol
Colour
25.7% 16.1% 8.4% 9.4% 0 0
Television
Refrigerators
30.2% 22.4% 0 4.6% 3.3% 22.7 %
(FF)
Refrigerators
25% 15% 0 6.5% 4.5% 23%
(DC)
Air
26% 16.4% 7.3% 6.5% 2.9% 3.9%
Conditioners
Micro Wave
29.7% 18.2% 7.2% 3.1% 5.3% 5.4%
Oven
Washing
Machine 25.6% 14.7% 8.3% 16.6% 3.7% 15.3%
(SAWM)
Top Load 24.9% 22.8% 3.4% 11% 1.8% 18.2%
Front Load 27% 7.7% 2% 1.4% 6.4% 5.2%
REFERENCES
LG’s Global Website.
--- (www.lge.com)
Book on Marketing Research
---By: Naresh K
Malhotra
Book on Marketing Management
---By: Prof. Philip

Kotler.
Data Monitor
ORG-Gfk Report --- Jan –

May 2008
by Volume
Market Share
The Economics Times website.
Journal on product information
---Microwave Oven

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Summer Training Report

“Awareness and Concept of Microwave Oven

LG Electronics India Pvt. Ltd

As a partial fulfillment of PGDBM programme of ISB&M

International School of Business & Media

I do hereby indemnify my research work to be authentic and

International School of Business & Media

I would like to heart fully acknowledge my gratitude

Name of the Institute : International School of Business &

Organizational : Mr. Binit Pramanik

Project Period : 07-04-2008 TO 22-09-2008

Major objective of the study:

• To find out the awareness level of Microwave ovens among the

• To find out the most effective media for accelerating

• To find the key factors for denial & acceptance of Microwave

• To find the reasons for low rate of acceptance for Microwave

• To find brand preference among consumers while purchasing

• To find out consumer attitude towards LG brand among

• To find which product category of LG is most popular among

• To find satisfaction level of persons who are already using LG

Methodology : The study was qualitative in nature

Data source : Primary & Secondary.

Research Approach : Descriptive Data (Survey Data &

Research instruments : Well structured questionnaires

Sampling plan : All respondents surveyed were

• A direct analysis proves that a great percentage of people

• It is found that newspapers & live MWO Demo as a medium

• It is seen that a higher percentage of people prefer cooking

• It is also seen that people from higher income group and in

• Among various product category of LG, CTV’s, Washing

• Although people are aware of microwave ovens but their

• Company should also take care of the cost, reducing which

• It is seen that LG as a brand is popular for its CTV’s, Washing

• After Sales Service should be improved to a large extent.

CHAPTER - 4 4.1 CONCLUSION

Consumer durables are the products whose life expectancy

India as emerging superpower is looked upon with great

Before the liberalization of the Indian economy, only a few

On the flip side, the presence of a large number of players in

The consumer electronics market consists of the total

The Indian Consumer Electronics market generated total

The Indian Consumer Electronics market generated total

Video equipment sales proved the most lucrative for the

With the increase in income levels, easy availability of

Consumer durables sector is characterized by the

1. Bargaining power of suppliers in consumer durables

2. Some of the entry barriers in consumer durables sector

3. Demand is seasonal and cyclical.

4. Competition among players is on the basis of difference in

The Indian consumer electronics market grew by 7.6% in

Table 1: India Consumer Electronics Market Value: $ billion,

Year $ billion INR billion % Growth

CAGR, 2002-2006: 11.1%

There has been strong competition between the major MNCs

Some companies like. LG Electronics India Ltd. & Samsung

In terms of Purchasing Power Parity (PPP), India is the 4th

The bottom line is that Indian market is changing rapidly

The consumer durables market in India is valued at US $ 4.5