12-04-2014, 04:08 PM
A MARKETING RESEARCH ON CUSTOMER SATISFACTION OF ‘LG’ AIR CONDITIONER
MARKETING RESEARCH .doc (Size: 224 KB / Downloads: 15)
INTRODUCTION
The Marketing Research was carried from Kozhikode. This report will help to understand the current position of LG air conditioner. LG Electronic India Pvt. Ltd. a wholly owned subsidiary of LG Electronics, South Korea was established in January, 1997. In India for more than a decade now, it is the market leader in consumer durables, and a leading technology innovator in the information technology and mobile communications business. Acknowledged as one of the most formidable brands, it is the recognized trendsetter for the consumer durable industry in India with the faster ever nationwide reach, latest global technology and product innovation. LGEIL has an impressive portfolio of Home Appliances, Consumer Durables, Digital display products, GSM mobile phones and IT products.
LG Split Air Conditioners (AC) is again one of the popular selling in air conditioner market and has a quiet good percentage of coverage if compared to Samsung or Voltas. LG has gained a good market share with coming time by improving things at time like product quality or customer service support.
With a strong dominance of split air conditioner over window air conditioner, people have become more inclined to buy split AC’s rather than window AC because of many reasons. Some may don’t have dedicated window for installing window AC or some may not want to make a big cut in their wall for installing it. However, in case of Split AC’s, it just requires a small hole in wall, which hides behind air conditioning unit and AC looks better on wall. This is pretty obvious that split ac’s are better in looks than window ac’s. However at same time, installation of them can be clumsy for case to case. So, before buying, one must check what his /her actual needs are and which would be better for them.
INDUSTRY PROFILE
As per Bureau of Energy Efficiency (BEE), around 38 brands of air conditioners are registered with BEE for star rating. The ones that are best known to us include LG, Samsung, Whirlpool, Voltas Godrej, Carrier, Hitachi, Daikin, Panasonic, Blue Star, Onida, Videocon, Haier, Sharp, Electrolux etc. LG has the largest share in the room air conditioner market (22%) followed by Voltas (20%) and Samsung (12%). Voltas, a TATA product and Godrej are the Indian brands. Hitachi (7%) and Daikin (4%), Japanese brands, have products in the premium segment.
When you are planning to buy a new air conditioner you are offered a large number of choices by each of these brands. The long list of features for each of them has the power to leave confused rather than convinced. We did some research on these brands and found that many of them provide online tools to analyses the products offered by them. They also help you in choosing the right air conditioner for you.
The air outlet is designed for strong airflow which brings down the room temperature upto 7 deg within a minute. Its 4-way swing disperses cool air quickly and effectively in multiple directions to reach every corner of room. However you can adjust horizontal vane from step 1 to 6 with full auto swing or you can adjust vertical vane too from step 1 to 5, left and right with full auto swing to cool specific area of a room. The 4-way swing provides optimized flow regardless of your location in your room like any other AC. You can feel the airflow upto a distance of 30ft when adjusted properly.
CONCLUSION
LG is a Indian multinational company having its own brand value, we know that LG has major market share in corporate sector, presently the had entered in commercial sector too. The supremacy in corporate sector could be maintained in all sectors if it improves its service centers and dealer network. Most of the customer using the brand are satisfied with the product and recommend it to others. Hence we can conclude that LG will grow in to newer heights in course of its operation