1

PROJECT REPORT

ON

DEALER SATISFACTION OF LG PRODUCTS WITH THE

CONSIDERATION OF CUSTOMER VALUE AND SATISFACTION

In Meerut region during 15 Feb to 8 March

Submitted To: - Submitted By:-

Resp. Mr. Shushant Mittal Sir SHIVANI ARORA
YAMINI MUDGAL
GOVIND SHARMA
RAMESH ROY
PGDM (IInd sem.)

Acknowledgement
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It is indeed of great moment to pleasure to express my senses of per

found gratitude & indebt ness to all the people who have been
instrumental in making my tanning a rich experience. I got the
opportunity to do a challenging project in dealer. The project is the
important part of our study and gives us a real practical exposure to the
corporate world and it is almost impossible to do the same without the
guidance of peoples in and around us.

Practical study is the area which confirms the theoretical idea of a

subject. Both are essential tool in order to provide any marketing
strategy, design implementation and their uses. The survey is nothing
but gathering data of any theoretical marketing strategy. These two
aspects are in similarity to the learning and knowledge.

I acknowledge the in depth guidance provided by Mr. Shushant Mittal

sir. They are provided us the valuable information regarding
RESEARCH METHODOLOGY.

I am also thankful for providing me the computer lab as when required

in order to complete the project in time

I feel very pleased to express my gratitude to all those people who

helped me out during the preparation of this project.

At last but not the least I would like to thanks to my friends and seniors
for their valuable suggestions and encouragement.

PREFACE
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A project training program has been incorporated in the PGDBM

curriculum of “Institute Of Productivity and Management” where the
surveyor (student) has to apply all experience and knowledge, which he
has gained during his management study. A project gives training
where the surveyor has to prepare a synopsis by interpreting the data,
which they received in the form of answers of his questions, which he
has prepared during his project work.

The student has to apply all his classrooms and practical study in such a
way that they receives the response as per there wish. As we are in the
initial stage of our management study so this project has helped us a lot
and helped us to clearly understand the marketing behavior and to
closely face the marketing trends, which would help us in our near
future, so that we can sustain ourselves in adverse marketing situation
and bring out a perfect solution whenever required.

So in this project, which was assigned to us , I have undertaken the

survey on dealer satisfaction of LG products.

In Meerut region. I have applied all my experience which I have gained

during my study period.

index
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Introduction…………...
………………………………………………..1
Company profile….……………………………….
…………………..2
Vision .
…………………………………………………………
…………..7
Global
opportunities………………………………………
…………9
Slogan………………………………………………
……………………. 11
Mission………………………………………………
……………………15
Quality
innovation……………………………………………
……..16
Code of conduct of
LG… ............................................... 17
LG
India…………………………………………………
………………..19
objective……………………………………………
…………………...22
 5

Research
methodology………………………………………..
....24
Data
analysis………………………………………………
……………27
Findings………………………………………………
……………….….38
Suggestions and
recommendations ........................... 39
Limitations…………………………………………
……………………40
Conclusion…………………………………………
……………………42
Bibliography…………………………………………
…………………43
Questionnaire………………………………………
…………………44
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INTRODUCTION
Dealer behavior is the study of how he purchases, how he sells, how
they get feedback from consumers and after that he came to conclusion
about particular LG product. It is a subcategory of marketing that
blends elements from different fields. It attempts to understand the
buyer decision making process, both individually and in groups. It
studies characteristics of individual consumers such as demographics,
psychographics and behavioral variables in an attempt to understand
peoples wants. It also tries to assess influences on the consumer from
groups such as Family, friends, reference groups, and society in general.
By understanding the consumer, we will be able to make a more
informed decision as to which strategy to employ.
7
 8

History of LG company

About LG Group
The LG Group is South Korea's third largest conglomerate]] that
produces electronics, mobile phones, and petrochemical products
and operates subsidiaries like LG Electronics, LG Telecom, Zenith
Electronics and LG Chem in over 80 countries. LG Group sponsors
the LG Cup Go Tournament.

LG Group founder Koo In Hwoi established Lak Hui Chemical

Industrial Corp. in 1947.[3] In 1952, Lak Hui (currently LG Chem)
became the first Korean company to enter the plastics industry. As
the company expanded its plastics business, it established GoldStar
Co., Ltd., (currently LG Electronics Inc.) in 1958.

In 1959, Goldstar produced Korea's first radio. Many consumer

electronics 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 its hygiene products line such as soaps and Hi-Ti laundry
 9

detergents, but most associated with its Lucky and Perioe

toothpaste.

In 1995, it was renamed "LG", the abbreviation of "Lucky

GoldStar". More recently, the company associates its tagline "Life's
Good", with the letters LG.

About LG Company
Established in 1958, LG Electronics, Inc. (LG) is a global leader
and technology innovator in consumer electronics, home
appliances and mobile communications, employing more than
82,000 people working in over 110 operations including 81
subsidiaries around the world. With 2007 global sales of USD 44
billion*, LG is comprised of four business units - Mobile
Communications, Digital Appliance, Digital Display and Digital
Media. LG is the world’s leading producer of CDMA/GSM
handsets, air conditioners, front-loading washing machines,
optical storage products, DVD players, flat panel TVs and home
Theater systems.
 10

LG has created reputation for progressive technology and

innovation with the release of some of the latest technological
developments in consumer electronics, home appliances and IT
products. For example, LG is currently the world's number one
manufacturer of plasma display modules. LG Electronics' goal is
to enable the intelligent networking of digital products that will
make consumers' lives better than ever.
LG Electronics has established itself as a major international
sports sponsor with partnerships including the LG Super Racing
Weekend touring cars tournament in conjunction with Eurosport
and the ICC cricket tournaments for example the ICC Trophy in
England 2004 and the Cricket World Cup 2007. In 2005 LG are
proud to sponsor all of ITV’s Formula 1 coverage for the duration
of the 2005 F1 season. For more information, visit the
sponsorship page.
2005 will see LG strengthen our range of large screen, HD and
Digital Ready Plasma and LCD TV’s. Our TV products are not
just leaders in technology and innovation but also offer sleek
design and style, our TV products really will be the centre of
attention this year.
This year our Digital Appliances will reinforce our presence in
the UK in 2005. New and unique products will see us playing a
major role in the home appliances market. Flagship products
 11

that will lead our ranges include a stylish Side by Side

Refrigerator with built in LCD TV, large capacity Direct Drive
Washing Machines, round cavity Microwaves and new Vacuum
Cleaners with multi-cyclonic technology.
Also new in 2005 are LG’s stylish and innovative 40 & 80 series
LCD Monitors and a growing range of the award winning Optical
Storage Super Multi Drives.

Corporate Name LG Electronics U.K. Ltd

Established January 30th 1985

Company Number 02143888

The Place of registration Registered in England and Wales

Corporate Office LG House, 250 Bath Road, Slough, Berkshire, SL1 4DX
Tel: 01753 491500
Fax: 01753 693 061
URL: http://uk.lge.com

esident Mr Brian Na
 12

Vision
LG Electronics continues to pursue its 21st century vision of
becoming a worldwide leader in digital—ensuring customer
satisfaction through innovative products and superior
service while aiming to rank among the world’s top three
electronics, information, and telecommunications firms by
2010.

On our way, we hold tight to a philosophy of “Great

Company, Great People,” underscoring our belief that only
great people can create a great company.

LG strives for greatness in what we’ve identified as our

three core capabilities: Product Leadership, Market
Leadership, and People Leadership—each strength a key
part of realizing our growth strategies for “fast innovation”
and “fast growth”.
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VISION

Global Top 3 by 2010

Global Top 3 Electronic/Telecommunication

company

GROWTH STRATEGY

“Fast innovation, Fast growth”

CORE COMPETENCY

“Product leadership, Market leadership,

People leadership”

CORPORATE CULTURE

No excuse, “we” not “I”, Fun workplace

Global Operation
 14

LG Electronics is playing an active role in the world market with its assertive
global business policy. As a result, LG Electronics controls 110 local
subsidiaries in the world with around 82,000 executive and employees.
LG Group
1. LG.Philips LCD
2. LG Chemical
3. LG Telecom
4. LG Powercom
5. LG Twins
6. LG Dacom

Business areas and main products

Mobile communications
(a) CDMA Handsets,
(b) GSM Handsets,
(c) 3G Handsets,
(d) Cellular Phones

Digital appliance

a) Air Conditioners,

b) Refrigerators,

c) Microwave Ovens,

d) Washing Machines,

e) Vacuum Cleaners,

f) Home Net,

g) Compressors for Air Conditioners and Refrigerators

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Digital display

a) Plasma TVs,
b) LCD TVs,
c) Micro Display Panel TVs,
d) Monitors,
e) PDP Modules,
f) OLED Panels,
g) USB Memory,
h) Flat Panel Computer Monitors

Digital media

a) Home Theater Systems,

b) DVD Recorders,

c) Super Multi DVD Rewriters,

d) CD±RW,
e) Notebook PCs,
f) Desktop PCs,
g) PDAs,
h) PDA Phones,
i) MP3 Players,

j) New Karaoke Systems,

k) Car Infotainment

SLOGAN
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"Life's Good" represents LG's determination to provide delightfully

smart products that will make your life good.

The LG Electronics Life's Good signature consists of the LG

logo, seal, and the slogan, "Life's Good" set in Charlotte sans
typeface curved around the LG symbol. The curving of the
slogan reinforces LG's personality and uniqueness. The
consistent usage of this signature clearly establishes the unique
identity of the company and unifies every division and product
from LG Electronics across the globe.

THE SYMBOL
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The symbol of LG is the face of future. The letter “L” and “G” in a circle
symbolizes world, future, youth, humanity & technology.LG philosophy is
based on humanity. It also represents LG’s efforts to keep close relationship
with our customers around the world.

The symbol consists of two elements.

1. The logo in LG gray

2. The stylized image of human face in the unique LG red color.
Red color represents our friendliness and gives a strong impression of LG’s
commitment to deliver the best.

The circle symbolizes The Globe. The stylized image of a smiling face in the
symbol conveys “Friendliness and Approachability”. The one eye on the
symbol represents “Goal-oriented, Focused & Confident”.

The slogan of LG is “Life’s Good”. It expresses “Brand’s Value, Promises,

Benefits, Personality.

THE PARTNERSHIP-----

LG Electronics chooses to promote harmony and build constructively on a

labor-management relationship rather than an employee-employer
relationship. This illustrates that management and workers are not in a
vertical relationship, but in a horizontal one.

This culture is necessary for LG Electronics as it strives to become one of the

world's top companies. Such a relationship is transformed into a value-
creation relationship whereby both parties endeavor to address mutual
problems and create new values together.
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LG BRAND IDENTITY:-

The brand of LG is delightfully smart. LG strives to enhance the customer’s

life and lifestyle with intelligent features, institutive functionality and
exceptional performance.

The brand platform:-

The LG brand is composed of four basic elements –

1. Value
2. Promise
3. Benefits
4. Personality
The Brands core Value that never changes.

a. Trust,

b. Innovation,

c. People

d. Passion

The benefits that are consistently delivered to the customer includes

1. Reliable products

2. Simple design

3. Ease of use

4. Extraordinary Experience
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Personality describes the human characteristic that are expressed to the

customer through

1. Trustworthy, Considerate

2. Practical, Friendly

The Internal Culture of LG:

LG practices four cultures

1. Learning Culture
2. Boundary less Environment
3. A Carrier
4. Growth

According to LG, the Learning Culture continuously helps the employee to

learn more and more to develop the habit of continuous learning.

Boundary less Environment means that there is no difference between the

levels of employees. There is transparency between the work and mutual
understanding between all the employees.

A carrier is highly growing in LG and one who is the employee can develop
their carrier largely. A new comer will feel fully comfortable in the company
and for a new comer the company is very helpful in the overall growth of
personality.
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Growth in LG is very high for those who are in the company and for those
who want to join in LG. The company is growing with fast innovation and
the BLUE Ocean strategy is one of the examples of growth.

Mission

The mission of LG is to provide the customers with utmost satisfaction

through leadership.

The fundamental policy of development is to secure product leadership that

the Customers may have the utmost satisfaction.

Product Leadership

We are focusing on six development areas to become the product leader.

1. New Machine
2. Reliability
3. Conventional Installation
4. Environment Friendly Product
5. Low Noise & Vibration
6. Energy Saving

Quality Innovation
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The policy of quality assurance is to provide customers with utmost

satisfaction by supplying zero defects.

LG proceeds in a hierarchal manner. It is named as “LG WAY”.

From top to bottom:

No.1 LG – is the VISION( MANAGEMENT IN ACTION (LG's management

system)

“Jeong-DO” Management is LG’s unique application to ethics. LG will

succeed through fair management practices and constantly developing
our business skill.

A) Honest with our customer

b) Providing great values to customer through constant innovation & and
development.
c) Equal opportunities
d) Equal Treatment
Management Principle - Creating value for customer
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Code of conduct of LG:

1. Responsibility and obligations to customers :

• Respect for Customers
• Creating Value
• Providing Value
•
2 Fair competition
• Pursuit of Free Competition
• Compliance with Laws and Regulations

3 Fair Transaction :
• Equal Opportunity
• Fair Transaction Procedure
• Support and Aid for Business Partners

4 Basic Ethics for Employees

• Basic Ethics
• Completion of Duty
• Self Development
• Fairness in Performance
• Avoidance of conflict with company interest

5 Corporate Responsibilities to employees

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• Respect for human dignity

• Fair Treatment
• Promoting Creativity

6 Responsibilities to society and country

• Rational Business Development

• Protection of stock holder interest
• Contribution to social development
• Environmental Conservation

LG INDIA:
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LG Electronics India Pvt. Ltd., a wholly owned subsidiary of LG

Electronics, South Korea was established in January 1997 after clearance
from the Foreign Investment Promotion Board (FIPB). LG set up a state-of-
the art manufacturing facility at Greater Noida, near Delhi, in 1998, with an
investment of Rs 500 Crores.

LG corporate office is located at Plot no.51, Udyog Vihar, Kasna Road,

Greater Noida, India.

This facility manufactured Color Televisions, Washing Machines, Air-

Conditioners and Microwave Ovens.

''Company is setting up a chain of exclusive premium showrooms. LG plans

to launch 60 premium Brand Shoppes by the end of the first quarter of this
year. At present, LG has a total of 83 LG stores across the country, of which
45 are shoppes and 38 are exclusive stores. Brand shoppes will be placed in
the premium segment and the target audience will comprise buyers interested
in premium and high end products.

LG Brand Shoppe goes beyond the concept of a normal exclusive store by

having a more interactive environment and additional lifestyle orientation on
display so that the customer can actually experience the LG products in his
or her own home settings.

LG Electronics India Ltd (LGEIL), consumer durables leader with 27%

market share, is planning a brand new image. To attract inspirational and
young consumers across India, company will roll out a new marketing
strategy. The exercise will cost the company Rs 360 crore.
 25

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. LGEIL is
celebrating the 11th anniversary this year.

LG Soft India the innovation wing of LG Electronics in Bangalore is LG

Electronics' largest R&D centre outside Korea. We at LGSI focus on niche
technology areas such as mobile application development, digital video
broadcast and biometrics software and support LG Electronics with our
expertise. Motivated by a passion for technology, a strong work culture and
loyalty to the organization, we are determined to see LG become one of the
top three brands globally.

Prominent consumer electronic company, LG Electronics Inc. has said that it

expects the sale of its products in India to up by 15 per cent in 2008. Moon
Bum Shin, managing director of LG Electronics India has said that the
company has earmarked 4.8 billion rupees for investment purpose in India
this year. The said money will be used to market as well as manufacture new
products.
LG Electronics, which is originally a South Korean Company with branch in
India, informed that its sales of GSM mobile phones, color televisions, air
conditioners and other household goods in the Indian market was to the tune
of 95 billion rupees ($2.4 billion) in 2007. As per Shin's estimate, the sales in
2008 would be around 110 billion rupees.
In order to achieve its target, Shin said LG Electronics will concentrate on
catering to the high-end consumer market which will help boost sales this
 26

year. India churns out six (6) per cent of LG Electronics global revenues of
$42 billion. The Indian branch of LG exports to 40 countries.

India challenges
The challenges faced by LG when entered in Indian market

1. Low brand awareness about LG in India.

2. One of the last MNCs entered in India (Samsung, Panasonic entered in
1995 in India).
3. High import duty
4. Compitition from local market players and other MNCs in consumer
durable segment.
5. Price sensitiveness of the Indian consumer

Objective
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1. To find out the dealer satisfaction with the consideration of

Customer value.

2.To determine the role of media in marketing awareness of

existing and its latest innovative technology.

3.To identify the factor and features by which a consumer

influenced to buy the LG products.

4. To find out the services provided by the LG is appropriate or

not.

OBJECTIVE OF THE STUDY

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The objective was to find out the dealer satisfaction of LG products, role
of media in marketing awareness of LG products from dealers and
the services they are getting from LG so that if any problems then can be
resolved to increase the sale.

PICTURE SHOWING THE PRODUCT OF LG IN ONE OF THE SHOP

RESEARCH METHODOLOGY:
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Research comprises defining and redefining problems, formulating

hypothesis or suggested solutions, collecting, organizing and
evaluating data; making deductions and reaching conclusions to
determine whether they fit the formulating hypothesis.

RESEARCH METHODS OF MY PROJECT:

DESCRIPTIVE RESEARCH:

Descriptive research includes surveys, fact-findings enquiries of

different kinds. The major purpose of this research is description of
the state of affairs, as it exists at present. The main character of this
method is that the researcher has no control over the variables; he
can only report what has happened or what is happening. It also
includes attempts by researchers to discover causes even when they
cannot control the variables. The method of research utilized in
descriptive research is survey methods of all kinds including
comparative and co relational methods.

RESEARCH METHOD: Data collection method

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TYPES OF DATA:

In my project I have classified the data into two specific types:

PRIMARY DATA

PRIMARY DATA: As it is known that primary data are

collected a fresh and for the first time, and thus happen to
be original in character. So, in order to collect this type of
data various methods are being used, such as:

 OBSERVATION
 QUESTIONNAIRE
 INTERVIEW

SAMPLE DESIGN: The sample technique adopted is random

sampling method. Since sample is going to be chosen from
different areas so it is geographical sampling which is predefined
so as to get maximum information, which rare true and reliable
without biasness.

SAMPLING METHOD:

Random sampling
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SAMPLE SIZE:-

I have used sampling method for survey purpose. The sample size
for questionnaire is 20.

PERIOD OF STUDY:

This study is carried out for a period of 15 days. It

commenced on 21thFerburary 2009 and completed on 5th
March 2009.

FIELD AREA:

This research study work is carried out in MEERUT.

RESEARCH INSTRUMENT:

The research instrument for the purpose was questionnaire

and some personnel interviews of some whole sellers.

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Data analysis

Q1-You are dealing with the LG brands from?

 33

No of years No of respondents %age of respondents

5 years 10 50%
5-10 years 6 30%
More than 10 years 4 20%

%ageof dealers dealingwithLGbrand

5 years
20%

5-10 years
50%
30% morethan 10 years

Interpretation: - Above graph shows that half of the dealers selling from 5
years and rest of them more than 5 years that means they are satisfied
with company. So they are doing regularly.

Q2-Which products of LG are most preferable by customers?

Product No of respondents %age of

 34

respondents
TV 8 32%
Washing machine 4 16%
Refrigerator 5 20%
AC 2 8%
Computer 4 16%
Mobile 2 8%

%ageofsalingofproducts

TV
8%
16% 32% W.M.
Refr

8% A.C.
Computers
20% 16%
Mobile

Interpretation:-This chart is showing that %age of sales of TV is 32%

which is more than that of others. It means the selling of TV is more than
that of other LG products

Q3. In which season the selling of products is more?

Months No of respondents %age of

respondents
Jan-March 3 15%
Apr-June 9 45%
 35

July-Sep 1 5%
Oct-Dec 7 35%

selling of product

15%
35% jan-mar
apr-june
july-sep
oct-dec
5% 45%

Interpretation:-This chart is showing that in the month of April to June

the sales of LG products is very high than that of other which is 4%.it
mean it may after that in the month of October to December the sales of
LG product is also more.

Q4.Which factors influence the consumers to purchase the LG products?

Factors No of respondent %age of

respondents
Quality 4 18%
Price 3 14%
Sales promotion activities 2 9%
 36

Brand image 12 54%

Services 1 5%

%age of factors influence consumer to

purchase LG product

quality

5% 18% price

sales promotion
14% activities
54% brand image
9%

services

Interpretation:-Brand image is influenced most of the people to purchase the

consumer durable.

Q5.Opinion of the credit facilities are provided by the company?

Level of satisfaction No of respondents %age of respondents

Very satisfied 2 10%
Somewhat satisfied 4 20%
Somewhat dissatisfied 11 55%
Very satisfied 3 15%
 37

%age of level of satisfaction of dealers

very satisfied
15% 10%
20% somewhat
satisfied
somewhat
dissatisfied
55%
very dissatisfied

Interpretation: - the dealers are not getting the credit facility by the LG which
make them more dissatisfied.

Q6. Media plays an important role of making the awareness of the

product. What do you think?

Percentage No of respondents

20%-30% 1

30%-50% 4
 38

50%-70% 9

70%-90% 6

5%
30% 20% 20%-30%
30%-50%
50%-70%
70%-90%
45%

Interpretation:-60%to 70% of the people get aware from media.

Q7. What are the factors in media which makes the consumer more attentive
towards the new, improved and innovative products and technology?

Factors of media No of respondents %age of respondents

Television 17 59%
News paper 5 17%
Internet 2 14%
Magazine 1 3%
Hoardings 2 7%
 39

% of respondents

3% 7% television
14% news paper
intrnet
59% magazines
17%
hoardings

Interpretation: - the factor in media which makes the consumer more

attentive towards the new, improved and innovative products and technology
is Television which plays important role in advertisement in comparison to
others.

Q8. Are you satisfied with the promotional activities of the company?

Level of satisfaction No of %age of

respondents respondents
Very Satisfied 2 10%
Somewhat satisfied 13 65%
Somewhat dissatisfied 5 25%
Very dissatisfied 0 0%
 40

%of respondents

very satisfied

25% 0% 10%
somewhat
satisfied
somewhat
dissatisfied
65%
very dissatisfied

Interpretation:-This chart is showing that most of the dealers are

somewhat satisfied with the promotional activities of the company
because the %age of somewhat satisfied is more than that of other which
is 65 % and 25% dealers are somewhat dissatisfied also.

Q9. What is your annual sale of LG products?

Income level No. of %age of

respondents respondents
Less than 5 lac 4 20%
5 to 10 lac 9 45%
10 to 15 lac 5 25%
More than 15 lac 2 10%
 41

%of respondent'sannualincome

10% 20%
>5 lac
25%
5-10 lac
10-15 lac
<15 lac
45%

Interpretation:-By this chart we have come to know that the area where
we have done survey the %age of annual income of dealers is more
within the limit of 5 to 10 lac and after that the %age of 10 to 15 lac takes
place.

Q10. Are you satisfied with the distribution system of LG?

Levels No. of respondents % of respondents

Satisfied 3 15%
Somewhat satisfied 12 60%
Somewhat dissatisfied 5 25%
Very dissatisfied 0 0%
 42

%age of respondents

very satisfied

25% 0% 15%
somewhat
satisfied
somewhat
dissatisfied
60%
very dissatisfied

Interpretation:-By this chart we have come to know that 60%of dealers

are some what satisfied with the distribution system of LG Company but
25% people are somewhat dissatisfied also and only 15% dealers are
satisfied with the distribution system of company.

Research Findings i.e.

Findings from the Research Work/Survey

One Dealer centre is closed in phase-2 due to improper demand.

Most of the revenue generated by LG TV in the comparison to its others

products.

 With this research we find that the awareness about the LG products
is more.
 43

 The role of media is very effective in making people aware about the
LG brand specially Television plays an important role to influence the
peoples.
 So we found that the products are many more with the dealers but the
demand of Television is very high as selling of TV is much more than
that of others.
 After analyzing the data we find that LG having a good
position in the market and almost taking advantages in
every area as compared to the other brands.
 We also get that customers get influenced by various
factors and make their buying decision. The most
influencing factor is brand image and advertising is the
second influencing factor in buying decision.

Suggestions and recommendations

 Company should make advertisement of LG products aggressively

in the way of hoardings which increase the more visualizes
customer.
 Company should provide credit facility to the dealer in a better way
by which they can increase their sale
 Dealers should consider the demand of people time to time so that
they come to know what people want in a particular period of time.
 44

 LG needs to mend and maintain its service network

and adopt a good pricing strategy.

Limitations in research

 No of dealers were very less in Meerut so we had to reduce

our sample size.
 Sample size could be more so that the better results could
come.
 45

 As Meerut is a big city so we faced so many problems during

our survey.
 Sometimes respondents were no willing to fill the
questionnaire or we have to wait for long time to talk or we
have to talk only with their helper boys.

CONSUMER SURVEY DURING EXHIBITION

From 21th feb. to 09th march a consumer exhibition was organized at the
college of Engineering ground. The exhibition was sponsored by Sakal group
in which number of companies participated.
 46

EXHIBITIONS PICTURES SHOWING THE PRODUCTS

CONCLUSION

Coming to home from a tiring job and then to open the

wardrobe just to bad smelling dirty clothes waiting to receive
the delicacies of your hand can easily draw tears from your
eyes, but now an easy solution available in almost all
households is the presence of LG refrigerator.

My study found that, the dealers are somewhat satisfied with

the LG Company but some retailers are not satisfied by the
company neither in the way of credit facility nor by the
distribution system of LG.
 47

About the LG company I found that LG having a good

position in the market in terms of pricing but lacking badly in
terms of its retailer satisfaction.

Customer gets to know more by the television and they are

influenced to buy new products by the unique products that
are newly come to the market.

My study also found that there are various factor influencing

customer in buying decision and the most influencing factor
is brand image and advertisement and other factors play a
secondary role in buying decision.

BIBLIOGRAPHY

Marketing management: By Philip Kotlar

Marketing research: text and cases

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Research methodology: By C.R. Kothari

Websites:--
1. http://www.lge.com/about/sustainability/management_system.jsp

2. http://www.lg.net/about/history/history01.jsp

3. The code of ethics--

** http://www.lginnotek.com/ethics/english/Justice/JusticeAct/LGrule/LGrule_main.htm

QUESTIONNAIRE
Dear sir/madam,

We are the student of “Institute of Productivity and Management”, Meerut conducting

a survey on dealer satisfaction of LG products as a part of our curriculum. I assure that
information are given by you will be secret.

Q1- You are dealing with the LG brands from..

(1) 5 years (2) 5-10 years

(3) More than 10 years

Q2-How many products of LG you sale? Please mention their names also.

(1)…………………… (2)……………………
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(3)…………………... (4)……………………

(5)………………….. (6)……………………

(7)…………………… (8)……………………

(9)…………………… (10)……………………

Q 3-Which products of LG is most preferable by customers?

(Please specify ………………………………………………

Q4-In which season the selling of products is more?

(1)Jan-march (2) April-June

(3)July-sep . (4) Oct-Dec

Q5-Which factors influence the consumers to purchase the LG products?

(1). Quality (2) Price

(3). Sales promotion activities (4) Brand image

(5). Services

Q6- Opinion on the availability of credit facilities provided by the company?

(1) Very satisfied (2) Somewhat satisfied

(3) Somewhat dissatisfied (4) Very dissatisfied

Q7-Media plays an important role of making the awareness of the product.

What do you think?

(1) 20% to 30% (2) 30% to 50%

(3) 50% to 70% (4) 70% to 90%

Q8-What are the factors in media which makes the consumer more attentive
towards the new, improved and innovative products and technology?

(1)Television (2) News paper

(3) Internet (4) Magazines

(5) Hoardings (6) specify if any……………

Q9-Are you satisfied with the promotional activities of the company?

(1) Very satisfied.

(2) Somewhat satisfied.

(3) Somewhat dissatisfied.

(4) Very dissatisfied.

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Q10- Opinion of dealers on the regular supply of goods?

...............................................................................................

…………………………………………………………….

Q11- What is your annual sale of LG products?

(1) Less than 5 Lac (2) 5Lac to 10 Lac

(3) 10 Lac to 15 Lac (4) More than 15 Lac

Q12-Are you satisfied with the distribution system of LG?

(1) Very satisfied. (2) Somewhat satisfied

.(3) Somewhat dissatisfied. (4) Very dissatisfied.

Q13-what is your suggestion to the company for improving the performance

of sales?

(1) By improving the advertisement (2) By providing the

discount

(3) By improving the quality (4) By increasing the

margin

Q14- Apart from the above options if any other suggestion you have
then please specify ….....
…………………………………………………………….........................
...........................
Name-………………………………………………

Age-………………………………………………..
Address-……………………………………………

Contact no.-………………………………………..