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Student Details:
• Name of the Program : MBA (marketing)
• Name of the Student : Dalip Singh
• Registration Number : 1502009942
• Session & Year :June-July & 2016
Project Details
Title of the Project
(MAX 30 WORDS) :
A Study to Increase Penetration Level & Brand Loyalty among existing consumers of Samsung India Electronics Ltd.
Objectives of the project:
(MAX 200 WORDS)
The research will provide an invaluable opportunity to conduct a researchand practicing the theoretical knowledge while pursuing BBA andexamining them against the ground realities.I am„, Marketing‟ specialization student it will provide me anopportunity to gain first hand information in depth knowledge aboutconsumer behavior and issues related to comparative study.I am concentrating on developing questionnaire and retrieving information.Apart from it I also collect secondary data, mainly taken from journals,newspapers and Internet will also be taken into account for this research.
PROFESSIONAL OBJECTIVE:
This Dissertation project is a study of consumer satisfaction in white goods products of Samsung will be based on the comparison between Samsung consumer satisfaction.
• What are the factors that affect the consumer satisfaction?
• Determining the factors affecting the consumer satisfaction.
• What is the magnitude of those factors regarding the consumersatisfaction?
PERSONAL OBJECTIVE:
Personal objectives in this project are to gain experience of working in themarket and interacting with people and knowing their views as consumer.Enhancing the indirect learning about the market and consumer behaviour isanother objective which will be helpful further in future in the field of marketing.
Problem Definition:
(MAX 500 WORDS)
To know the position of LG and Samsung in the market and to gauge theimpact of market strategy vis-à-vis consumer durables in Mathura region.
Till the early nineties in the area of marketing whole effort was focused onfinetuning the four „P‟s: product, price, place and promotion. It was onlyin the early nineties that a few marketers began realizing that companiesbasically existed to serve consumers - and that the consumer did not existmerely to buy a company's products.
Samsung both are big white goods product manufacturingcompanies from South Korea. Both are equally strong, global companies,and more or less with equal presence in Indian market. So it will be quiterational to compare these two brands.
ISSUES TO BE ADDRESSED:
• What are the factors that affect the consumer satisfaction?
• Determining the factors affecting the consumer satisfaction.
• What is the magnitude of those factors regarding the consumersatisfaction?
RESEARCH PROJECT AIMS:
• The overall purpose of this work is to analyze the level of satisfaction of consumer of Samsung.
• To develop insight about the factors involved in consumersatisfaction related to white goods product in the transition phase of globalization.
Methodology to be used:
(MAX 500 WORDS)
Research methodology is considered as the nerve of the project. Without aproper well-organized research plan, it is impossible to complete theproject and reach to any conclusion. The project was based on the surveyplan. The main objective of survey was to collect appropriate data, whichwork as a base for drawing conclusion and getting result.
Therefore, research methodology is the way to systematically solve theresearch Problem .Research methodology not only talks of the methods butalso logic behind the methods used in the context of a research study and itexplains why a particular method has been used in the preference of theother methods.
Research design is important primarily because of the increased complexityin the market as well as marketing approaches available to the researchers.In fact, it is the key to the evolution of successful marketing strategies andprogrammers. It is an important tool to study buyer‟sbehavior, consumption
pattern, brand loyalty, and focus market changes. A research design specifiesthe methods and procedures for conducting a particular study.
According toKerlinger, “Research Design is a plan, conceptual structure, and strategy of investigation conceived as to obtain answers to research questions and tocontrol variance.Research design specifies methods and procedures for study. In this studythe company was interested to know the demand of different consumerdurable product, about competitors, and potential for LG and SAMSUNGprocedures to be used for the study among retailers/dealer and. However itwas exclusively personal interview.