consumer preference and satisfaction towards lg products in coimbatore city

A STUDY ON CONSUMER PREFERENCE AND SATISFACTION
TOWARDS LG PRODUCTS IN COIMBATORE CITY
A Project Report submitted to PSG College of Arts and Science, (Autonomous) in partial
fulfillment of the requirement for the award of Degree of Bachelor of Commerce of the
Bharathiar University, Coimbatore.
SUBMITTED BY
M.JAGADEESWARAN(14BCO519)
UNDER THE GUIDANCE OF
Dr. C. MAGESH., M.Com IB., MBA., M.Phil., Ph.D.
DEPARTMENT OF COMMERCE
PSG COLLEGE OF ARTS AND SCIENCE
An autonomous College – Affiliated to Bharathiar University
Accredited with A Grade by NAAC (3rd cycle)
College with potential for excellence
(Status Awarded by the UGC)
Star College Status Awarded by DBT –MST
An ISO 9001: 2008 Certified Institution
Coimbatore- 641 014
March 2017

CERTIFICATE
This is to certify that the project entitled “A STUDY ON CONSUMER PREFERENCE
AND SATISFACTION TOWARDS LG PRODUCTS IN COIMBATORE CITY”
submitted to PSG College of Arts and Science in partial fulfillment of their requirement for
the award of the degree of Bachelor of Commerce, is a record of the original research work
done by M.JAGADEESWARAN(14BCO519) during the period of their study in the
Department of commerce, PSG college of Arts and Science, Coimbatore under my
supervision and guidance and that the project has not formed on the basis of any award of any
Degree/ Diploma/ Associate ship or Fellowship or other similar title to any candidate of any
University.
ATTESTED CERTIFIED
______________________ ______________________
HEAD OF THE DEPARTMENT GUIDE
Dr. J. MAHALAKSHMI. Dr. C. MAGESH.
Viva voce conducted on: _____________________
Examiners:
1. __________________________
2. __________________________

DECLARATION
I, M.JAGADEESWARAN(14BCO519), hereby declare that the project entitled “A
STUDY ON CONSUMER PREFERENCE AND SATISFACTION TOWARDS LG
PRODUCTS IN COIMBATORE CITY” submitted to PSG College of Arts and Science in
partial fulfillment of the requirement for the award of the degree of Bachelor of Commerce,
is a record of the original research work done by us under the guidance of Dr. C. Magesh.,
M.Com IB., MBA., M.Phil., Ph.D., Department of commerce, PSG college of Arts and
Science, Coimbatore and that it has not formed the basis for the award of any Degree/
Diploma/ Associateship or Fellowship or other similar title to any candidate of any
University.
Signature of the candidate
M.JAGADEESWARAN(14BCO519)
.

ACKNOWLEDGEMENT
We take immense pleasure in thanking our Managing Trustee,
Mr.L.GOPALAKRISHNAN, PSG College of Arts And Science Coimbatore, without
whom this project would not have come fruition.
We thank our Secretary DR.V. SELVARAJAN, PSG college of Arts and Science
Coimbatore, for extending his support in this project.
Our heart full thanks to Dr. M. VEERABATHERAN, M.Com., M.Phil., BL.,
Ph.D., Principal InCharge of the PSG College of Arts and Science Coimbatore.
We extend our thanks to to Dr. D. DEVARAJAN, M.Com., PGDPM(NIPM).,
PGDCA., MPhil., Ph.D., Faculty in-charge, PSG College of Arts And Science,
Coimbatore, for his full support in completing the project.
We express our thanks to, B. KIRUBASHINI, M.Com., M.Phil., Ph.D., Head of the
department, Department of commerce PSG College of Arts And Science, Coimbatore, for
having provided us with the necessary facilities for doing this project work.
We express our sincere thanks to Dr. C. MAGESH., M.Com IB., MBA., M.Phil.,
Ph.D., Department of commerce (Unaided), the project guide of our batch, for his immense
support in preparation of the project.
Our sincere thanks to all professors in the Department of Commerce (Unaided)
PSG College of Arts And Science, for their constant help and brilliant ideas for the
preparation of the project.

TABLE OF CONTENTS
CHAPTER.
NO
CHAPTERS PAGE NO.
I
INTRODUCTION AND DESIGN OF THE
STUDY
II PRODUCT PROFILE
III
REVIEW OF LITRATURE
IV
ANALYSIS & INTERPRETATION
V FINDINGS, SUGGESTIONS AND
CONCLUSION
BIBLIOGRAPHY
APPENDIX

LIST OF TABLES
TABLE NO. TITLE PAGE NO.
4.1 Table showing the gender of respondents.
4.2 Table showing the age of the respondents.
4.3 Table showing the marital status of the respondents.
4.4 Table showing the qualification of the respondents.
4.5 Table showing the area of residence of the
respondents.
4.6 Table showing the occupationstatus of respondents.
4.7 Table showing the Family Monthly Income of
respondents
4.8 Table showing the Family Size of respondents
4.9 Table showing the Awareness of LG products to the
respondents
4.10 Table showing the various products ofLG used by
the respondents
4.11 Table showing the respondents who would
immediately purchase new LG products.
4.12 Table showing the respondents who would
recommend LG products.
4.13 Table showing the duration of usage of LG products
by the respondents.
4.14 Table showing the factors which influenced
respondents to purchase LG products.
4.15 Table showing the place of purchase of LG products
by the respondents.
4.16 Table showing the number of products owned by the
respondents.
4.17 Table showing the willingness of respondents who
would switch to other brands.
4.18 Table showing the number of respondents who have
a reason to switch to other brands.
4.19 Table showing the price satisfaction of the
respondents.
4.20 Table showing the number of respondents who
would repurchase the products for its brand image.
4.21 Table showing the number of respondents who think
that LG always brings out its best.
4.22 Table showing the ranking of LG products
4.23 Table showing the level of satisfaction of
respondents

LIST OF EXHIBITS
EXHIBIT NO. TITLE PAGE NO.
4.1 Exhibit showing the gender of respondents.
4.2 Exhibit showing the age of the respondents.
4.3 Exhibit showing the marital status of the
respondents.
4.4 Exhibit showing the qualification of the respondents.
4.5 Exhibit showing the area of residence of the
respondents.
4.6 Exhibit showing the occupation status of
respondents.
4.7 Exhibit showing the Family Monthly Income of
respondents.
4.8 Exhibit showing the Family Size of respondents.
4.9 Exhibit showing the Awareness of LG products to
the respondents
4.10 Exhibit showing the various products ofLG used by
the respondents
4.11 Exhibit showing the respondents who would
immediately purchase new LG products.
4.12 Exhibit showing the respondents who would
recommend LG products.
4.13 Exhibit showing the duration of usage of LG
products bythe respondents.
4.14 Exhibit showing the factors which influenced
respondents to purchase LG products.
4.15 Exhibit showing the place of purchase of LG
products bythe respondents.
4.16 Exhibit showing the number of products owned by
the respondents.
4.17 Exhibit showing the willingness of respondents who
4.18 Exhibit showing the number of respondents who
have a reason to switch to other brands.
4.19 Exhibit showing the price satisfaction of the
respondents.
would repurchase the products for its brand image.
think that LG always brings out its best.

CHAPTER-1
INTRODUCTION AND DESIGN OF THE STUDY
1.1INTRODUCTION
Electronic goods are becoming a basic need rather than a luxury. There is a rapid
growth witnessed by the companies producing electronic goods since last decade. The
manufactures have brought out numerous models of superior technology. A number of
electronic goods are available in the market today with different features. Therefore
consumers have a wide choice of electronic goods. Before the liberalization of the Indian
economy, only a few companies like Kelvinator, Godrej, Allwin and Voltas were the major
players in the consumer durable market. After the liberalization, foreign players like
Samsung, LG, Sony, Whirlpool and AIWA came onto the picture. Today, these players have
the major share of the consumer durables market.
People are now living in the age of electronics. Using electronics today is so much a
part of their daily lives, they can hardly think of the way the world would be without
electronics. Everything from cooking to music uses electronics or electronic components in
some way or other. A car has many electronic components, as does the cooking stove, laptop
and cell phone. It is hard to find an electrical item in people’s home that does not have
electronics partnered with it, in some way. Many people begin their day by waking up to an
electronic alarm clock. In addition, one of their first step in the morning will be at their coffee
maker. Millions of people in the world every day depend on the television set for news and
entertainment.
When people receive a call on their cell phone, they are receiving it on an electronic
device. Most of the items that gives them daily pleasure, from video games to DVD players
and CD players, are all electronic devices. However, there are also many electronic devices
that save lives every day. Some use computers for play, but all around the world, computers
are used for research that saves lives. They are used in hospitals to provide information in
seconds that saves lives. Most of the equipment used in hospitals are electronic devices.
Electronics are everywhere.
Customer preference and satisfaction is a business term, is a measure of how products
and services supplied by the company meet or surpass customer preference and expectation.
It is seen as a key performance indicator within business and is part of the four of a balanced

score card. In a competitive marketplace where business compete for customers, customer
satisfaction and preference is seen as a key differentiator and increasingly has become a key
element of business strategy.
Consumer preference is a general term applied to all faces of marketing products and
services. This is not to be confused with the more-specific term brand preference, which
relates to consumers preferring one brand over competing brands. If one brand is unavailable,
consumers will likely choose another brand to fill the gap.
Satisfaction is a person’s feelings of pressure or disappointment resulting from
product’s perceived performance (outcome) in relation to his/her expectations. Customer
satisfaction is the level of a person’s felt state resulting from expectation”.
This satisfaction level is a function of difference between perceived performance and
expectations. If the product’s performance exceed expectation the customer highly satisfied
or delighted. If the performance matches the expectations the customer is satisfied. If the
products performance fall shorts of expectations the customer is dissatisfied.
1.2 SIGNIFICANCE OF THE STUDY
LG Electronics India has emerged as the Most Trusted Brand of 2015 in a study of
consumer influencers released by the Trust Research Advisory. LG was ranked No. 1 brand
in India in the study that spanned across 16 Indian cities, amongst 19,000 unique
brands across industries and categories, out of which 1000 top brands were listed in the
report.
Trust is the most important aspect in the success of any consumer brand in India or
anywhere in the world. They are humbled and delighted with the trust that consumers have
placed in Brand LG and ranked them No. 1 amongst thousands of brands in India. In their
journey of 17 years in India, LG has constantly worked towards creating a good life for its
consumers by providing the best of products that are high on innovation, technology,
usability and style.

Perhaps the most salient factor for successful brands is the promise of consistent
quality. Whether it's a business or a consumer making a purchase decision, they want to be
sure in this world of endless choice that their decision is the right one. LG always aim at
serving their customers with products and services that is nothing less than perfect.
LG Electronics India was chosen as the Most Trusted Brand for 2015 basis TRA’s
primary research with consumers and other stakeholders based on the proprietary 61-
component Trust Matrix. Fifth report in the series, the Report assists business decisions and
gives brands insights on solutions to consumer behaviour. TRA’s Brand Trust Report also
provides Competitive Intelligence Reports mined from its 11 million data-points on brand
intangibles of 20,000 brands.
LG being India’s Most Trusted brand in 2015 is a result of the brand’s tireless efforts
on providing consumer value. They understand the Indian mindset very well. Trust is the
most important connection between a brand and its stakeholders and it is important for every
brand to analyze its Trust Quotient very closely.
1.3 STATEMENT OF THE PROBLEM
Electronics is considered as the essential part of modern life. In the present century,
new technologies introduces new brand of electronic items every day, the new arrival of
electronic items has made the companies constantly engaged in gaining the attention of the
customers like price, offers etc. The Customer satisfaction towards selective LG products has
been made by the researcher in Coimbatore for studying the necessity of customer preference
and their satisfaction..
1.4 OBJECTIVES
 To study the consumer preference and satisfaction towards LG products.
 To study influencing factor attracted by the consumer of LG products.
 To study awareness level of consumer towards LG products.

1.5 METHODOLOGY
 Area of the study
 Area of the study refers to South Coimbatore.
 Sample Size
 The data was collected from 120 respondents using convenience
sampling method.
 Sources of data
 The study has used primary data which is collected with a structured
questionnaire from 120 respondents.
 Tools for analysis
For the purpose of the analysis, the following tools are used:
 Percentage Analysis
1.6 SCOPE OF THE STUDY:
This study includes customer’s response and awareness towards the brand image,
availability, price and quality of LG product. The results are limited by the sample size 120
members and therefore the opinion of only selected customers is taken into consideration.
Mainly this study is conducted in Coimbatore city.
1.7 LIMITATIONS OF THE STUDY
 The study covers only South Coimbatore, it cannot generalize the entire population.
 The study is restricted to 120 respondents, results are restricted with in the domain.
 The study was conducted between the period from January 2017 to march 2017, it
could not be related with other period of study.

 Data collection is done through questionnaires filled by the respondents which may
not be accurate.
1.8 CHAPTER SCHEME
Chapter-1 Introduction and Design of the Study
This chapter deals with the introduction, significance of the study, statement of the
problem, objectives of the study, methodology, scope of the study, limitations of the study
and chapter scheme.
Chapter-2 product profile
This chapter presents a theoretical input towards the study.
Chapter- 3 Review of Literature
This chapter presents reviews of the past study
Chapter- 4 Analysis and interpretation
This chapter presents the analysis and interpretation of the data collected
Chapter -5 Findings, suggestions and conclusion
This chapter presents the summary of findings, suggestions and conclusion.

CHAPTER-2
PRODUCT PROFILE
2.1 LG COMPANY PROFILE
LG Electronics Inc. is a South Korean multinational electronics company
headquartered in Yeouido-dong, Seoul, South Korea, and is part of the LG Group, employing
82,000 people working in 119 local subsidiaries worldwide. It was established in 1958 as
Gold Star, the company started producing radios, TV, Refrigerator, air condition and washing
machines, with its innovative and expertise it led the way into creating advance. In 2005 the
company ranked top 100 global brand, in 2006 LG growth of 14% till now has become the
largest plasma panel manufacture. LG comprises four business units: Home Entertainment,
Mobile Communications, Home Appliance & Air Solution, and Vehicle Components, with
Station India as its main production vendor for refrigerator and washing machines in the
Indian sub-continent. In 2011, LG Electronics was the world's second-largest television
manufacturer. The CEO of LG Electronics is Jo Seong Jin. This study will investigate the
different marketing strategies used by LG Electronics, its performance in the market, market
share, sales and profitability techniques.
2.2 HISTORY
1958–1960s
In 1958, LG Electronics was founded as GoldStar (Hangul). It was established in the
aftermath of the Korean War to provide the rebuilding nation with domestically-produced
consumer electronics and home appliances. LG Electronics produced South Korea's first
radios, TVs, refrigerators, washing machines, and air conditioners. Gold Star was one of the
LG groups with a brethren company, Lak-Hui (pronounced "Lucky") Chemical Industrial
Corp. Which is now LG Chem and LG Households. GoldStar merged with Lucky
Chemical and LG Cable in 1995, changing the corporate name to Lucky-Goldstar, and then
finally to LG Electronics.

1970s–1990s
In 1978, LG Electronics earned US$100 million in revenue from exports for the first
time in its history. Rapid growth by globalization saw the company establish its first overseas
production, based in the United States, in 1981. In 1994, GoldStar officially adopted the LG
Electronics brand and a new corporate logo. LG Electronics acquired the US-based TV
manufacturer Zenith. In 1995, LG Electronics made the world's first CDMA digital mobile
handsets and supplied Ameritech and GTE in the US. The company was also awarded UL
certification in the US. In 1998, LG developed the world's first 60-inch plasma TV, and in
1999 established a joint venture with Philips – LG Phillips LCD – which now goes by the
name LG Display.
2000–present
In order to create a holding company, the former LG Electronics was split off in 2002,
with the "new" LG Electronics being spun off and the "old" LG Electronics changing its
name to LG EI. It was then merged with and into LG CI in 2003 (the legal successor of the
former LG Chem), so the company that started as Goldstar does not currently exist.
LG Electronics plays a large role in the global consumer electronics industry. LG
launched the LG Chocolate mobile phone in 2005 and is the second-largest LCD TV
manufacturer worldwide as of 2013. By 2005, LG was a Top 100 global brand, and in 2006
LG recorded a brand growth of 14%. Its display manufacturing affiliate, LG Display, as of
2009 was the world's largest LCD panel manufacturer. In 2010, LG Electronics entered
the smart phone industry. Since, LG Electronics continued to develop various electronic
products, such as releasing the world's first 84-inch ultra-HD TV for retail sale.
On 5 December 2012, the antitrust regulators of European Union fined LG
Electronics and several other major companies for fixing prices of TV cathode-ray tubes in
two cartels lasting nearly a decade.
In 2014, LG Electronics used a new typeface for the "LG" in its logo. On June 11,
2015, LG Electronics found itself in the midst of a human rights controversy when The
Guardian published an article by Rosa Moreno, a former employee of an LG television
assembly factory.

2.3 BRAND IDENTITY
LG is the brand that is Delightfully Smart. "Life's Good" slogan, and futuristic logo
are a great representation of what we stand for. Global, Tomorrow, Energy, Humanity and
Technology are the pillars on which the corporation is founded on, with the capital letters L
and G positioned inside a circle to centre their ideals above all humanity. The symbol mark
stands for their resolve to establish a lasting relationship with and to achieve the highest
satisfaction for their customers.
The letters "L" and "G" in a circle symbolize the world, future, youth, humanity, and
technology. Their philosophy is based on Humanity. Also, it represents LG's efforts to keep
close relationships with their customers around the world.
The symbol mark consists of two elements: the LG logo in LG Grey and the stylized image
of a human face in the unique LG Red color. Red, the main color, represents their friendliness
and also gives a strong impression of LG's commitment to deliver the best. Therefore, the
shape or the color of this symbol mark must never be changed.
They have two versions of logo : Corporate Logo and 3D Logo.
3D LOGO CORPORATE LOGO
The updated 3D Logo retains the heritage and equity of the Corporate Logo, while aligning
with their new positioning.
It was redrawn to strengthen the visual impact of their symbol mark and helps to
communicate their attributes.

2.4 VISION STATEMENT OF THE COMPANY
LG pursues its 21st century vision of becoming a true global digital leader who can
make its customers worldwide happy through its innovative digital products and services.
2.5 SWOT ANALYSIS
The SWOT analysis is a useful tool for companies to identify the internal and external
factors that are favourable or unfavourable to achieve the company’s objectives. We will
analyze LG’s strengths, weakness, opportunities and threats in the market.
Strengths
 LG is multinational company and has created brand image around the world.
 It is established in developed countries but also in developing countries.
 It is the world’s largest plasma panel manufacturer.
 Have reliable products, easy to use and modern product design.
 Wide range of products to serve all categories.
 Invests a lot in Research and Development to create the right product for the
consumers and satisfy their needs.
 LG is growing quickly and gaining market share through innovation and customer
satisfaction to retain its loyal customers.
 Diversifies manufacturing locations in the globe with manufacturing unit in tax
incentive.
 Have the widest distribution channels in the industry, 47 branches with 10000 trade
partners.
 LG was the first company to launch steam washing machines.

Weaknesses
 Samsung Company offers the same products and is a nation and international
competitor.
 Difficulty in operating complex machines due to the lack of training in (Morocco).
 Opportunities:
 Fast growth of the home appliance market with the highest share.
 Focus on Research, Development and innovation to attract new potential buyers
and retain existing customers.
 LG received a patent for washing machine in Rep of Korea this might also be
viewed as strength and a stronger brand image.
 Competitors are continuously improving their products through innovation and
research; this might make LG lose some of its customers.
 Financial crisis around the world affects consumer’s purchasing power.
 LG is comparable with its close competitor Samsung in Korea and Worldwide
 Price War with competitors.
 Cheap Chinese Products that might be an alternative in some countries.
2.6 DIFFERENTIAL ADVANTAGES
Fast innovation as a competitive advantage:
LG wants to make people’s lives richer, easier and better. Our goal is to put a smile
on all our consumers’ faces. “Smart technology” enables consumers to do things more easily
and experience things more pleasurably. Consumers expect LG’s products to contain the
world’s most advanced technology, and that their hardware and software have been perfected.
In addition, they expect LG products to work in ways that are simple yet smart.’’ (LGE
Annual Report, 2010)
LG has set extremely high innovation goal, the company is aiming for a target of 30%
more than what its competitors can do, this also means 30% more sales and increased market
share. This makes LG up to 3 years ahead of competitors in terms of technology.

2.7 CORE CAPABILITIES
Here LG goal is to offer technologies that suits people’s needs, as it stated on its
annual report. The core goal of their product development processes is to create technologies
that enrich people’s lives. It flows directly from LG’s guiding principle of “creating harmony
among people. Innovation flourishes best when it anticipates or answers a need that enriches
people’s lives. They create products that help people get more out of life, have more leisure
time, and experience more pleasure. They do this by always understanding their needs and
continually surpassing their expectations.’’
LG Electronics has achieved a big market share for washing machines and has
shipped 10 million Washing Machines in 2008. Its business strategies made LG to achieve
the top positions globally in this category with sales of 7 billion USD by 2012.
2.8 ROOTS OF COMPETITIVE ADVANTAGES
 Technical Resources:
LG relies on its Research and Development capabilities and product innovation in
collaboration with worldwide engineers from companies like IBM. As it engaged the global
business services company IBM in Korea to design a new ‘’customer-driven-process’’
framework to outsource its product developing effort. This will result in a higher rate of
success for new product development with reliable planning and monitoring and also a faster
time to the market since the LGE Company is beneficiating from IBM’s efficient product
development process.
As LGE stated (LGE, 2011) that their future growth will be built on the combined
strength of their product innovation and their understanding of the customer. With the help of
IBM’s process expertise, they are getting closer to realizing that vision.
 Marketing Resources:
LGE relies on the loyalty and trust of its customers and this is through efficient
communication tools with the cooperation of many famous companies worldwide like Best
buy. The company was the first brand to sponsor the 1999 World Cup of Cricket and also in
2003.

LG Introduces its new products using contemporary communications tools like TV
commercials, Radio, Internet and billboards in order to create more brand awareness in many
countries. The company has 10000 traders worldwide and more than 47 branches.
 Human Resources:
LGE offers diverse educational programmers to its employee’s through learning centres
worldwide, it focuses on favourable working environments that let its employees demonstrate
their capabilities at full. It also focuses on individual’s creativity to create value respecting
diversity of skills. It rewards its employees based on performance, create equal opportunities
built on trust among people without considering gender, race, age, religion or nationality, and
thus creates motivation and commitment.
2.9 DIFFERENT MARKETING STRATEGIES USED BY LG
Business Strategy
LG Co Ltd uses differentiation as its main business strategy by producing goods and
services that are unique to the market i.e. products that are used to experience new, rich life
of digital display through a variety of TFT-LCD LG Display, such as the production and
supply of thin-film transistor liquid crystal displays called TFT-LCD panels, principally used
for televisions to provide slim and sleek design. It also provides large, wide and high
performance screens for notebook computers and wider, brighter and crisper screens for
desktop monitors. In addition, it provides TFT-LCDs for handheld products such as mobile
phones, and lighter and slimmer products for industrial and other applications such as
entertainment systems, automobile navigation systems, portable DVD players, digital photo
displays and medical diagnostic equipment. The customers served by LG Display include
manufacturers of notebook computers, televisions and desktop monitors.
The customer service center provides product repair and warranty services to customers in
the Americas region, where the demand for LCD TVs is rapidly growing, especially in the
United States, Canada, Mexico and Brazil. The service center features have optimized
facilities and analysis equipment to provide warranty services primarily for LCD panels that
are 32 inches and larger. In addition, the company has one sales subsidiary and four
representative offices in the U.S. as part of their strategy to improve customer alignment, this

enables them to better respond to the needs of their customers in a timely and efficient
manner.
2.10 LEVELS OF STRATEGIES OF LG
 Smart technology for customer
LG is increasing its focuses on “smart technology” that adds convince and joy to customer’s
lives. Expansion- it is expanding itself worldwide for more profit and sales of the company
by opening different stores at different places.
In order to sustain leadership among global electronics and information technology
companies, LG and R& D is driving the development of “great product” and strength a
process of “select and focus” in key area such as cell phones and digital TVs.
 Retrenchment
A strategy used by this company is, to reduce the diversity or the overall size of
the operations of the company. This strategy is used in order to cut expenses with the goal of
becoming a more financially stable in the business.
 Expansion
LG believes in “Brands may be important, but good products are what the market is looking
for.” therefore, it is increasing its products variety and expanding the business worldwide.
 Green product strategy
LG has set a strategy to develop products that reduce environmental impacts throughout the
life cycle of the products. It is classified into three categories human, energy, and resource.
 Human
To reduce the environmental impact on human, LG has been working to improve home
environment for its consumers by replacing hazardous substance, reducing noises from home
appliances and adding anti allergy and anti-bacterial features.

 Energy
LG energy strategy focuses on two key areas energy efficiency enhancement and reduce
greenhouse gas emissions during using and manufacturing.
LG has an internal process in place to manufacture products while taking environmental
issues such as product decomposing and recyclability into considerations from the product
development stages and uses evaluations and support tools such as recycling checklists.
 Resources
LG is trying to improve resource efficiency by reducing the use of resource and improving
recyclability of products. From the development phase, LG works to enhance material quality
and product structure, and strives to improve product performance while reducing the size
and weight based on collections with recyclers. To improve recyclability, LG has an internal
process in place to manufacture products.
LG has developed slim design products to reduce the use of resources as well as for ease of
use. LG manages energy and water usage in connections with waste eliminations activities to
use resource effectively during manufacture process.
2.11 PRODUCT MIX OF LG
Product mix is a combination of products manufactured or traded by the same
business house to reinforce their presence in the market, increase market share and increase
the turnover for more profitability. Normally the product mix is within the synergy of other
products for a medium size organization. However large groups of Industries may have
diversified products within core competency. Videocon, L.G, are some examples.
2.12 LG’S PRODUCT LINE
Since its initial years in India, LG has focused on bringing out new models regularly
in its product range. In its first year of operation in India, LG launched 70 models across a

range of products. In 1997, it introduced its Golden Eye Technology TV, which had a light
sensitive natural algorithm ‘eye’.
The ‘eye’ responded to the changes in lightening in the room, accordingly and
adjusted color sharpness, brightness, contrasting and balance them automatically. Thus, LG
showed that it cared for customer health through its products. LG’s concern for health of
customers was its unique selling proposition (USP) in the Indian consumer durable market.
2.13 DIMENSIONS OF PRODUCT MIX IN LG
LG operates its business through 6 divisions. These are also the product width of LG
Electronics. They are:
1. Home appliances.
2. Mobile communications.
3. Television.
4. Computer products.
5. Air conditioning.
6. Business solutions.
2.14 GREENER PRODUCTS OF LG
In the latest, LG produced various Greener Products. They are:
 Mobile Phone: LG has made mobile phones environment friendly by replacing
harmful materials with healthy substitutes, at the same time increasing energy
efficiency and recyclability.
 Washing machines: LG electronics has adopted the Life Cycle Assessment (LCA)
system for its product development and carries out the development of its eco-
products in stages.

 TVs: The Company has also improved the TV’s light efficiency while enhancing the
circuit components and designs, and reducing energy consumption.
 Eco-Design: LG’s eco-design strategies reduce the environmental impact of a
product’s development, production and circulation all while improving efficiency of
resources and recyclability and reducing use of hazardous materials.
 Hazardous substances: Since 2005, LG’s products have ceased to contain any of the
six most hazardous substances specified by the EU. LG adheres to strict regulations
regarding the management of hazardous substances in its production processes.
2.15 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.
2.16 STRATEGIC ALLIANCE OF LG
LG Electronics is making technical advances and identifying business opportunities
through various associative relationships with some of the world's leading companies. LG
Electronics is striving to become number one in the world by mingling in various business
and technological fields and making strategic alliances with world famous companies.
"Strategic association between corporations," in which companies with different
infrastructures cooperate in the fast-developing 21st century business field, is of key
significance in terms of strengthening the existing industry and creating a new one.

2.17 PRODUCTS
 TELEVISION
LG Electronics launched an OLED TV in 2013 and 65-inch and 77-inch sizes in
2014. LG Electronics introduced its first Internet TV in 2007, originally branded as "Net Cast
Entertainment Access" devices. They later renamed the 2011 Internet televisions to
"LG Smart TV" when more interactive television features were added, that enable the
audience to receive information from the Internet while at the same time watching
conventional TV programming.
In November 2013, a blogger discovered that some of LG's smart TVs silently collect
filenames from attached USB storage devices and program viewing data, and transmit the
information to LG's servers and LG-affiliated servers. Shortly after this blog entry went live,
LG disabled playback on its site of the video, explaining how its viewer analytics work, and
closed the Bright cove account the video was hosted on.
LG's remote uses Hillcrest Labs' Free space technology to allow users to change channels
using gestures and Dragon Naturally Speaking technology for voice recognition.As of 2014,
LG is using webOS with a ribbon interface with some of its smart TVs. LG reported that in
the first eight months after release, it had sold over 5 million webOS TVs.
In 2016, exclusively to India, Indian arm of South Korea's LG Electronics Inc started
selling a TV that would reject mosquitoes. It uses ultrasonic waves that are silent to humans
but cause mosquitoes to fly away. It was released on June 16, 2016. The technology was also
used in air conditioners and washing machines. The TV is aimed for lower-income
consumers living in conditions that would make them susceptible to mosquitoes.

PLASMA DISPLAY
World’s first and largest 71-inch Plasma TV
 Model: 71PY10
 Brightness: 800cd/㎡
 Contrast: 1200:1
 Resolution: 1920 X 1080(Full HD)
 Digital Comb Filter
 Sound: Audio Output (15WX2) with 6 speakers
 Function: PIP/DW/POP
 Split Zoom
 Zoom in & out
COLOR TELEVISION
 Slimagic TV
 Flatron TV
 LCD TV

DIGITAL AUDIO VIDEO
 6.1 inch AV receiver
 Home Theatre System
 DVD player
 music system
 HOME APPLIANCE
LG manufactures and sells home appliances such as refrigerators, washing machines and
tumble dryers, vacuum cleaners, kitchen appliances, and air conditioners. In June 2014, LG
Electronics also announced the launch of its smart appliances with Home Chat messaging
service in South Korea. Home Chat employs LINE, the mobile messenger app from Korean
company 'Naver', to let homeowners communicate, control, monitor and share content with
LG’s smart appliances. Users can send simple messages, such as "start washing cycle," in
order to control their washing machines.
ROOM AIR CONDITIONER
 Split Invertor AC
 Split Art Cool AC
 Floor Standing AC
 Multi Split AC
 Hot and Cold AC
 Split AC
 Window AC

COMMERCIAL AC
 Ductable Type AC
 Cassatte Type AC
 Multi V Plus (VRF)
 MPS
 ECO
REFRIGER ATOR
 Side by Side Refrigerator
 Frost Free Refrigerator
 Direct Cool Refrigerator
WASHING MACHINE
 Dish Washer
 Washer Dryer
 Front Load Washing Machine
 Top Load Washing Machine

 Semi Automatic Washing Machine
MICROWAVE OVEN
 Solardom Microwave
 Convection Microwave
 Grill Microwave
 Solo Microwave
VACUUM CLEANER
 Vacuum Cleaner
 MOBILE DEVICES
Mobile phones
LG Electronics manufactures a wide range of Smartphones and tablet devices. Other
than the G3, LG officially unveiled the curved Smartphone, G Flex, on 27 October 2013. LG
has released it in South Korea in November 2013, and later announced releases in Europe, the
rest of Asia, and North America. At Consumer Electronics Show in January 2014, LG
announced an U.S. release for the G2 across several major carriers. In 2015, LG has

released LG G4 globally in late May through early June. On 7 September 2016, LG unveiled
the V20. LG G6 has been officially announced during MWC 2017 on 26th of September
2017.
Tablet computers
In 2014, LG revealed three new additions to the G series of tablets, which each
include LG's Knock Code feature, allowing users to unlock devices with a series of taps. The
tablets also feature Q Pair which allows tablets to sync up with a Smartphone, and for phone
calls and text messages passed on to the tablet in real time.
Smart watches
LG and Google announced the Android Wear-based smartwatch, the LG G Watch
that was in June 2014.[30] In August 2014, the LG G Watch R that has a round face (similar to
the Moto 360) was released.[31] The LG Watch Urbane that LG's third Android Wear-based
smart watch has released in April 2015. This is the first device to support new features such
as Wi-Fi, and new parts of Android Wear's software interface, like the ability to draw emoji
to friends.
Rolly keyboard
In 2015, LG announced the first Bluetooth keyboard that folds up along the four rows
of keys that can be tossed in a purse or pocket. The Rolly keyboard is made of solid plastic.
Two tiny plastic arms fold out from the end of the keyboard to support
a tablet or Smartphone, and it can toggle between two different Bluetooth-connected devices
at a time. Battery life is an expected three months on a single AAA battery.

COMPUTER PRODUCTS
 Desktop
 Flat panel monitors
 LCD monitors
 Projector
 Optical media
 Notebook
MOBILE PHONE
 Smart phones
 Touch phones
 Multimedia phones
 Dual sim phones
 Basic phones
 All types of mobile phones

CHAPTER – 3
REVIEW OF LITRATURE
INTRODUCTION
A literature review is the effective evaluation of selected documents on a research
topic. A review may form an essential part of the research process or may constitute a
research project in itself. In the context of a research paper or thesis the literature review is a
critical synthesis of previous research.
REVIEWS
1. Srinivasa Rao Kasisomayajula (2013) have written an article entitled, “A Study on
Customer Preference of LG Lap-Top”, explains that the consumers’ tastes change rapidly.
They want new models with the latest features. It is a very hard fight. The competition is on
features differentiation, time to market and promotion, basically on every front. The dealer-
push and brand pull, both plays a very crucial role. Hence the company concentrate on both
fronts equally will have an upper hand over the others. Companies like hp, Compaq, Lenovo,
Sony and LG have practiced this very well and leading on the sales front. The dealers have to
observe that the consumers add a lot of value for after sales and service provided by the
company while making a purchase decision. Today Management of Customers’ relationship
is assuming more and more importance and company cannot afford to ignore this. Based on
the above response, hp and Compaq, provide better customer service as compared to others.
2. Nasrin Sultana and Dr.Sakthivel Murugan undertook a study on “Consumer buying
behavior of home appliances with reference to LG products”. The objectives of the study is to
study the factors influencing customer buying behavior of LG Home Appliances, to identify
the customers brand preferences towards purchasing home appliances.
1. Srinivasa Rao Kasisomayajula (2013) “A Study on Customer Preference of LG Lap-Top”,
International Journal Of Computational Engineering Research (ijceronline.com) Vol. 3 Issue. 3,
pp.234-237. 2. M.Nasrin Sultana and Dr.M.Sakthivel Murugan Indian Journal of Marketing,
December 2011, Pp(52-59)

The study reveals that consumer buying behavior is influenced by internal factors such as
demographic, psychographic (lifestyle), personality, motivation, knowledge, attitude, beliefs
and feelings. Consumer behavior is concerned with consumer need for action in the direction
of satisfying his needs. The external factors which influence consumer behavior were as
follows :culture, subculture, locality, royalty, ethnicity, family, past experience, reference
groups, lifestyle and gender.
3. Shahram Jenabi, Seyed Yahya Seyed Danesh and Minoo Yousefi (2013) made a study
titled, “Examining the effect of Brand dimension (trademark) on home appliances consumers’
behavior Case study: LG brand in Rasht city”, tells that one of the most important and
valuable assets of a company is its trademark. The more valuable is a trademark for
consumers more profit the company achieves. The present paper aims to identify the effect of
brand dimension on home appliances consumers’ behavior. To achieve this goal the
relationship between reputation, identity, image, meaning, age and brand advertisement with
consumer behavior was tested based on the conceptual research model. Required data were
collected using questionnaire, randomly, from the population of LG brand consumers from
agents of this company in Rasht city. Since the population is wide and infinite, simple
random sampling and sample size formula were used to estimate the sample size (it was
calculated to be 202 individuals). Pearson correlation test, using SPSS software, and multiple
regression analysis were used to analyze collected data. Results showed that aspects of
brand’s dimensions have a positive effect on consumers’ behavior and there is significant
relationship between these two components. Thus, it is suggested to LG brand to use its
competitive advantage, particularly its reputation, identity and brand management, and other
aspects of brand (mentioned in this research) to lead its consumers’ behavior to a positive
direction
4. Senthil Kumar, M.J and Sadeesh Kumar, K and Nagarajan, N.R (2013) in their study
entitled, “A Study on Consumer’s Attitudes towards Washing Machine”, which explains that
in the modern technological world many innovations and new apparatus are invented by the
man for reducing the work burden of the layman.
3. Shahram Jenabi, Seyed Yahya Seyed Danesh and Minoo Yousefi (2013) “Examining the effect of
Brand dimension (trademark) on home appliances consumers’ behavior Case study: LG brand in
Rasht city”, International Research Journal of Applied and Basic Sciences, Vol.4, Issue.7, pp.1894-
1900

Especially a lot of home appliances are introduced to save the valuable time of the working
women. Because in the hurry bury world both husband and wife are working. So the modern
women are not having sufficient time to do domestic work like washing their dresses. In this
situation washing machine becomes an integral part of their home. The washing machine is
not only to reduce their physical work but also it gives quality washing. In a competitive
world many well reputed companies .
5. Rajarajan, M and Priyanga, T (2013) have written a paper on, “Consumer Behaviour
Towards Selected Household Appliances in Ramanathapuram District”, the study revealed
that lifestyle characteristics have a great impact on the purchase behavior of the clusters.In a
consumption environment, a person chooses a product or a brand, which seems to possess a
maximum possibility of the definition or elaboration of his life style identity. Alternatively, a
person makes a choice in a consumption environment in order to define or actualize his life
style, identify it through the products or brands chosen. This paper highlights that, life style
determinants of consumer purchase behaviour towards durable products in Ramanathapuram
district. This study concluded that, the consumer behavior have a great impact on the
household appliances of the clusters. In a consumption environment, a person chooses a
product or a brand, which seems to possess a maximum possibility of the definition or
elaboration of his life style identity. Alternatively, a person makes a choice in a consumption
environment in order to define or actualize his life style, identify it through the products or
brands chosen.
6. Vijayalakshmi, S and Mahalakshmi, V (2013) have made an attempt on, “An impact of
consumer buying behavior in decision making process in purchase of electronic home
appliances in Chennai (India): an empirical study”, which presents consumer behavior is the
study of individuals, groups, or organizations and the processes they use to select, secure, and
dispose products, services, experiences, or ideas to satisfy needs and the impacts that these
processes have on the consumer and society.
4.Senthil Kumar, M.J and Sadeesh Kumar, K and Nagarajan, N.R (2013) “A Study on Consumer’s
Attitudes towards Washing Machine”, IJEMR, Vol.3, Issue.1, pp.22-28 5. Rajarajan, M and
Priyanga, T (2013) “Consumer Behavior Towards Selected Household Appliances in
Ramanathapuram District”, Primax International Journal of Commerce and Management Research,
Vol. 1, Issue No. 1, pp.

It attempts to understand the decision-making process of buyers, both individually and in
groups. It studies characteristics of individual consumers such as demographics and
behavioral variables in an attempt to understand people’s wants. It also tries to assess
influences on the consumer from groups such as family, friends, reference groups, and
society in general. This empirical study contributes to a vital comprehension of the impact of
dissimilar factors on consumer buying behaviors. The numerous independent variables in
electronic home appliances market in India are deeply analyzed. The factors that are affecting
the consumer behavior in electronic home appliances markets in India have been taken as the
empirical study of this research. The key findings of this study designates that, overall, the set
of self determining variables are weakly associated with the self determining variable.
7. Selvakumar, M and Jegatheesan, K (2012) have written a paper on, “Brand Preference:
A Study With Reference To Washing Machines”, explains that washing machine is one of the
widely used home equipment which used to wash the cloths. India is one of the fast
developing countries in the world. At present it is needed for both in the family to work.
Therefore to simplify the washing work, the people need machine for washing. In washing
machines number of varieties are there. Today, Indian consumers not only have a wide
variety of brands to choose from, but also the option to buy a machine that is just right for
them from amongst the several models available. Apart from these factors that they should
consider the various wash programs, the wash mechanism and some convenience features
that their machine should have in order to provide the maximum level of comfort. With this
backdrop, this article makes an attempt to analyse the brand preference of washing machines.
8. Ratika Rastogia and Sonia Chaudhary (2012) made their study entitled, “Psychology
and Buying Behavior of Rural Consumers with Special Reference to Television, Washing
Machine and Refrigerator in the Rural Areas of Meerut Region”. In this era of competition,
understanding the consumer is a necessity for producers. The consumer behavior suggest
how individual, groups and organization select, buy, use and dispose of goods, services, ideas
or experience to satisfy their needs and wants.
6. Vijayalakshmi, S and Mahalakshmi, V (2013) “An impact of consumer buying behavior in
decision making process in purchase of electronic home appliances in Chennai (India): an empirical
study”, Elixir Marketing Management, pp.15267-15273 7. Selvakumar, M and Jegatheesan, K (2012)
“Brand Preference: A Study With Reference To Washing Machines”, Journal of Asian Research
Consortium, Vol.1, Issue.5, pp.25-35.

Consumer needs and preferences are continuously changing, attributing the changes to factors
like demographics and lifestyles. Rural areas are scattered and it is next to impossible to
ensure the availability of a brand all over the country. It is true that Consumer India is
flourishing, but at the same time Indian Consumer has his roots deep into his traditions. This
is what is called ‘The Indian Way’. This study was an attempt to examine the purchase
motivators (viz.: Item of necessity, symbol of social status, marketing influence, brand
reputation) for television, washing machine and refrigerator in the rural areas of Meerut
region. This study has been helpful to the manufactures to identity the consumer perception,
beliefs, and behavior s to introduce new strategies and increase the sales. This paper
discussed about how to find the modern way for marketing implementation and value
addition.
8. Ratika Rastogia and Sonia Chaudhary (2012) “Psychology and Buying Behavior of Rural
Consumers with Special Reference to Television, Washing Machine and Refrigerator in the Rural
Areas of Meerut Region”, International Journal of Trade and Commerce-IIARTC, Vol.1, No. 2, pp.
249-259 38 .

CONCLUSION
The various studies above reviewed reveal that an attempt was made to study the
customer preference, satisfaction towards LG products and home appliances earlier. This
study fills the gap by making a broad attempt on the above aspects.

CHAPTER IV
ANALYSIS & INTERPRETATION
Table 4.1: Table showing the gender of respondents
S. No Gender Number of
Respondents
Percentage of
Respondents (%)
1 Male 82 68.3
2 Female 38 31.7
TOTAL 120 100
Source:Primary data
INTERPRETATION:
The above table shows the gender of respondents. Out of 120 respondents,
68.3 percent of respondents were male and remaining 31.7 percent of the
respondents were female.
Majority (68.3%) of the respondents were male for using LG products.

Exhibit 4.1: The gender of respondents
68.3%
31.7%
male
female

Table 4.2: Table showing the age of respondents
S. No Age Number of
Respondents
Percentage of
Respondents (%)
1 Less than 20 years 25 20.8
2 21-30 years 57 47.5
3 31-40 years 20 16.7
4 More than 40 years 18 15
TOTAL 120 100
Source:Primary data
INTERPRETATION:
The above table reveals the age of respondents. Out of 120 respondents,
20.8 percent of the respondents belong to the age group of less than 20 years,
47.5 percent belong to the age group between 21-30 years, 16.7 percent belong
to the age group between 31-40 years and remaining 15 percent belong to the
age group of more than 40 years.
Majority (47.5%) of the respondents were belong to the age group 21-30
years.

Exhibit 4.2: Age of respondents
.
20.8
47.5
16.7
15
0
5
10
15
20
25
30
35
40
45
50
Less than 20 years 21-30 years 31-30 years More than 40 years
Percentage of respondents

Table 4.3: Table showing the marital status of respondents
S. No Marital Status Number of
Respondents
Percentage of
Respondents (%)
1 Single 73 60.8
2 Married 47 39.2
TOTAL 120 100
Source:Primary data
INTERPRETATION:
The above table depicts the marital status of respondents. Out of 120
respondents, 60.8 percent of the respondents belong to the category of single
and remaining 39.2 percent of the respondents were married.
Majority (60.8%) of the respondents were single.

Exhibit 4.3: Marital status of respondents
60.8%
39.2%
Number of Respondents
Single
Married

Table 4.4: Table showing the qualification of respondents
S. No. Qualifications No. Of
respondents
Percentage of
Respondents
(%)
1 School level 26 21.7
2 College level 53 44.2
3 Professionals 41 34.2
TOTAL 120 100.0
Source:Primary data
INTERPRETATION:
The above table depicts the qualification of respondents. Out of 120
respondents, 21.7 percent of the respondents are students, 44.2 percent are of
college level and remaining 34.2 percent are Professionals
Majority (44.2%) of the respondents are of college level.

Exhibit 4.4: Qualification of respondents
22%
44%
34%
No. Of respondents
School level
College level
Professionals

Table 4.5: Table showing the Area of Residence of respondents
S.No Area of residence No. Of
respondents
Percentage of
Respondents (%)
1 Rural 17 14.2
2 Urban 65 54.2
3 Semi urban 24 20.0
4 Semi Rural 14 11.7
TOTAL 120 100.0
Source:Primary data
INTERPRETATION:
The above table depicts the area of residence of respondents. Out of 120
respondents, 14.2 percent belong to rural area, 54.2 percent belong to urban
area. 20.0 percent belong to Semi urban area and the remaining 11.7 percent
belong to Semi Rural area.
Majority (54.2%) of the respondents belong to Urban area.

Exhibit 4.5: Area of Residence of respondents
.
0 10 20 30 40 50 60
Rural
Urban
Semi urban
Semi rural
14.2
54.2
20
11.7

Table 4.6: Table showing the Occupation status of respondents
S.No Occupation No. Of
respondents
Percentage of
Respondents (%)
1 Student 56 46.7
2 Private Sector
Employee
21 17.5
3 Public Sector
Employee
9 7.5
4 Businessman 25 20.8
5 Others 9 7.5
TOTAL 120 100.0
Source:Primary data
INTERPRETATION:
The above table depicts the qualification of the respondents. Out of 120
respondents, 46.7 percent of respondents are students, 17.5 percent of
respondents are Private Sector Employees, 7.5 percent are Public sector
employees, 20.8 percent are Businessmen and the remaining 7.5 percent come
under the “Others” category (Home maker, agriculturists, teachers etc)
Majority (46.7%) of the respondents are students.

Exhibit 4.6: Occupation status of respondents
0
5
10
15
20
25
30
35
40
45
50
Student Private sector
employee
Public sector
employee
Business man Others
46.7
17.5
7.5
20.8
7.5

Table 4.7: Table showing the Family Monthly Income of respondents
S.No Monthly Income No. Of
respondents
Percentage of
Respondents (%)
1
Less than
Rs.30000
27 22.5
2
Rs.30001-
Rs.50000
28 23.3
3
Rs.50001-
Rs.70000
28 23.3
4
More than
Rs.70000
37 30.8
TOTAL 120 100.0
Source:Primary data
INTERPRETATION:
The above table depicts the family income of the respondents. Out of 120
respondents, 22.5 percent of respondents earn less than Rs.30000, 23.3 percent
earn an income between Rs.30001-Rs.50000, 23.3 percent earn an income
between Rs.50001-Rs.70000 and the remaining 30.8 percent earn an income of
more than Rs.70000.
Majority (30.8%) of the respondents earn an income of more than Rs.70000.

Exhibit 4.7: Exhibit showing the Family Monthly Income of respondents.
22.5
23.3 23.3
30.8
0
5
10
15
20
25
30
35
Less than Rs 30000 Rs.30001-Rs.50000 RS.50001-Rs.70000 More than Rs. 70000
Percentage os respondents

Table 4.8: Table showing the Family Size of respondents
S.No Family Size No. Of
respondents
. Percentage of
Respondents (%)
1
Less than 2
members
10 8.3
2 3 members 42 35.0
3 4 members 43 35.8
4 above 4 members 25 20.8
TOTAL 120 100.0
Source:Primary data
INTERPRETATION:
The above table depicts the family size of the respondents. Out of 120
respondents, 8.3 percent of respondents belong to a family size of less than 2
members , 35.0 percent of respondents belong to a family size of 3 members,
35.8 percent belong to a family size of 4 members and the remaining 20.8
percent belong to a family size of more than 4 members.
Majority (35.8%) of the respondents belong to a family size of more than 4
members.

Exhibit 4.8: Exhibit showing the Family Size of respondents
0
5
10
15
20
25
30
35
40
Less than 2
members
3 members 4 members Above 4
members

Table 4.9: Table showing the Awareness of LG products to the
respondents
S. No Awareness Number of
Respondents
Percentage of
Respondents (%)
1
Friends and
relatives
30 25.0
2
Newspapers and
Magazines
18 15.0
3 Television 43 35.8
4 Internet 20 16.7
5 Others 9 7.5
TOTAL 120 100.0
Source:Primary data
INTERPRETATION:
The above table depicts the awareness of LG products of the respondents.
Out of 120 respondents, 25.0 percent of respondents are brought into awareness
of LG products through Friends and relatives, 15.0 percent of respondents
through Newspapers and Magazines, 35.8 percent through Television, 16.7
percent through Internet and the remaining 7.5 percent come under the category
of “Others”.
Majority (35.8%) of the respondents belong are brought into awareness
about LG products through Television.

Exhibit 4.9: Exhibit showing the Awareness of LG products to the
respondents
0
5
10
15
20
25
30
35
40
Friends &
relatives
Newspapers
and
magazines
Television Internet Others

Table 4.10: Table showing the various products of LG used by the
respondents
S. No Products Number of
Respondents
Percentage of
Respondents (%)
1 Mobile 22 18.3
2 TV 35 29.2
3 Home appliances 44 36.7
4 Projector 8 6.7
5 Others 11 9.2
TOTAL 120 100.0
Source:Primary data
INTERPRETATION:
The above table depicts the various LG products used by the respondents .
Out of 120 respondents, 18.3 percent of respondents use Mobile phones, 29.2
percent use Television, 36.7 percent use Home appliances, 6.7 percent use
Projectors and remaining 9.2 percent come under the category of others.
Majority (36.7%) of the respondents use Lg home appliances.

Exhibit 4.10: Exhibit showing the various products of LG used by the
respondents
18%
29%
37%
7%
9%
Mobile
TV
Home Appliance
Projector
Others

Table 4.11: Table showing the respondents who would immediately
purchases new LG products.
S. No Immediate
purchase
Number of
Respondents
Percentage of
Respondents (%)
1
Yes
26 21.7
2 No 94 78.3
TOTAL
120 100.0
Source:Primary data
INTERPRETATION:
The above table depicts how immediately respondents would purchase new
introduction LG products. Out of 120 respondents, 21.7 percent of respondents
will immediately purchase and the remaining 78.3 percent will not immediately
purchase.
Majority (78.3%) of the respondents are the ones who wouldn’t purchase
new introduction of LG products immediately.

Exhibit 4.11: Exhibit showing the respondents who would immediately
purchases new LG products
0
10
20
30
40
50
60
70
80
Yes No

Table 4.12: Table showing the respondents who would recommend
LG products.
S. No Recommend Number of
Respondents
Percentage of
Respondents (%)
1 Yes 89 74.2
2 No 30 25.0
TOTAL 120 100.0
Source:Primary data
INTERPRETATION:
The above table depicts how many respondents would recommend LG
products. Out of 120 respondents, 74.2 percent of respondents would
recommend LG products and the remaining 25.0 percent of respondents would
not recommend LG products.
Majority (74.2%) of the respondents recommend lg products.

Exhibit 4.12: Exhibit showing the respondents who would recommend
LG products
0 20 40 60 80
Yes
No

Table 4.13: Table showing the duration of usage of LG products by
the respondents
S. No Duration of
usage
Number of
Respondents
Percentage of
Respondents (%)
1 Less than 1 year 24 20.0
2 6-12 months 20 16.7
3 1-2 years 37 30.8
4 More than 2 years 39 32.5
TOTAL 120 100.0
Source:Primary data
INTERPRETATION:
The above table depicts the duration of usage of LG products by the
respondents. Out of 120 respondents, 20.0 percent of respondents have been
using LG products for less than 1 year, 16.7 percent for a period between 6-12
months, 30.8 percent for a period of 1-2 years and the remaining 32.5 percent
for more than 2 years.
Majority (32.5%) of the respondents are using LG products for more than 2
years.

Exhibit 4.13: Exhibit showing the duration of usage of LG products by
the respondents
20%
17%
31%
32%
Less than 1year
6-12 months
1-2 years
more than 2 years

Table 4.14: Table showing the factors which influenced respondents to
purchase LG products.
S. No Factors
influenced
Number of
Respondents
Percentage of
Respondents (%)
1 Quality 47 39.2
2 Price 13 10.8
3 Advertisement 29 24.2
4 Brand Image 30 25.0
5 Others 1 .8
TOTAL 120 100.0
Source:Primary data
INTERPRETATION:
The above table depicts the factors which made the respondents purchase LG
products. Out of 120 respondents, 39.2 percent of, 35.0 percent of respondents
were influenced by Quality of the products to purchase it, 10.8 percent because
of the price range, 24.2 percent from advertisements, 25.0 percent due to its
brand image and the remaining 0.8 percent come under the category of “others”.
Majority (39.2%) of the respondents are influenced by quality factor to
purchase LG products.

Exhibit 4.14: Exhibit showing the factors which influenced
respondents to purchase LG products
0
5
10
15
20
25
30
35
40
45

Table 4.15: Table showing the place of purchase of LG products by
the respondents.
S. No Place of
purchase
Number of
Respondents
Percentage of
Respondents (%)
1 Retailers 37 30.8
2 Wholesalers 10 8.3
3 Showroom 52 43.3
4 Online 17 14.2
5 Others 4 3.3
TOTAL 120 100.0
Source:Primary data
INTERPRETATION:
The above table depicts the place of purchase of products bythe respondents.
Out of 120 respondents, 30.8 percent of respondents purchase through retailers,
8.3 percent through wholesalers, 43.3 percent through showrooms, 14.2 percent
through online and the remaining 3.3 percent come under the category of
“others”.
Majority (43.3%) of the respondents purchase LG products from
showrooms.

Exhibit 4.15: Exhibit showing the place of purchase of LG products by
the respondents.
0
5
10
15
20
25
30
35
40
45

Table 4.16: Table showing the number of products owned by the
respondents.
S. No No. Of products
owned.
Number of
Respondents
Percentage of
Respondents (%)
1 1 67 55.8
2 2 28 23.3
3 3 15 12.5
4 4 and more 10 8.3
TOTAL 120 100.0
Source:Primary data
INTERPRETATION:
The above table depicts the number of LG products owned by the
respondents. Out of 120 respondents, 55.8 percent of respondents own 1
product, 23.3 percent own 2 products, 12.5 percent own 3 products and the
remaining 8.3 percent own 4 and more products.
Majority (55.8%) of the respondents own 1 LG product.

Exhibit 4.16: Exhibit showing the number of products owned by the
respondents.
0
10
20
30
40
50
60
1 2 3 4 and more

Table 4.17: Table showing the willingness of respondents who would
switch to other brands.
S. No Willingness Number of
Respondents
Percentage of
Respondents (%)
1 Yes 48 40.0
2 No 72 60.0
TOTAL 120 100.0
Source:Primary data
INTERPRETATION:
The above table depicts how many respondents are willing switch from LG
to other brands. Out of 120 respondents, 40.0 percent of respondents would
switch to other brands and the remaining 60 percent would not switch to other
brands.
Majority (60%) of the respondents wouldn’t switch from LG to other
brands.

Exhibit 4.17: Exhibit showing the willingness of respondents who
40%
60%
Yes
No

Table 4.18: Table showing the number of respondents who have a
reason to switch to other brands.
S. No Reason Number of
Respondents
Percentage of
Respondents (%)
1 Availability 10 8.3
2 Quality 17 14.2
3 Brand Image 11 9.2
4 Price 4 3.3
5 Others 6 5.0
Total 48 40.0
Respondents who
have no idea of
switching to other
brands
72 60.0
TOTAL 120 100.0
Source:Primary data
INTERPRETATION:
The above table depicts the reason behind switching to other brands by the
respondents. 20.8 percent of the respondents would switch to other brands for
availability, 35.4 percent for quality, 22.9 percent for brand image, 8.3 percent
for price range and the remaining 12.5 percent come under the category of
“others”.
Majority (35.4%) of the respondents would switch to other brand for
Quality reasons.

Exhibit 4.18: Exhibit showing the number of respondents who have a
reason to switch to other brands.
0
10
20
30
40
50
60
70
Availability Quality Brand image Price Others Respondents
who have no
idea of
switching to
other brands

Table 4.19: Table showing the price satisfaction of the respondents.
S. No Price Satisfaction Number of
Respondents
Percentage of
Respondents (%)
1 Very expensive 6 5.0
2 Expensive 48 40.0
3 Reasonable 60 50.0
4 Low 6 5.0
TOTAL 120 100.0
Source:Primary data
INTERPRETATION:
The above table depicts the satisfaction of the price range of LG products of
the respondents. Out of 120 respondents, 5.0 percent of respondents find it very
expensive, 40.0 percent of the respondents find it expensive, 50.0 percent find it
reasonable and the remaining 5.0 percent find it less expensive.
Majority (50.0%) of the respondents find the price range of LG products
Reasonable.

Exhibit 4.19: Exhibit showing the price satisfaction of the respondents.
5%
40%
50%
5%
Very expensive
Expensive
Reasonable
Low

Table 4.20: Table showing the number of respondents who would
repurchase the products for its brand image.
S. No Immediate
Repurchase
Number of
Respondents
Percentage of
Respondents (%)
1 Yes 54 45.0
2 No 66 55.0
TOTAL 120 100.0
Source:Primary data
INTERPRETATION:
The above table depicts the percentage of respondents who would repurchase
LG products for its brand name. Out of 120 respondents, 45.0 percent of
respondents would be ready to repurchase and the remaining 55.0 percent
wouldn’t repurchase.
Majority (55.0%) of the respondents wouldn’t repurchase LG products for
its brand name.

Exhibit 4.20: Exhibit showing the number of respondents who would
repurchase the products for its brand image.
0
10
20
30
40
50
60
Yes No

Table 4.21: Table showing the number of respondents who think that
LG always brings out its best.
S. No Brings out its
best
Number of
Respondents
Percentage of
Respondents (%)
1 Yes 67 55.8
2 No 53 44.2
TOTAL 120 100.0
Source:Primary data
INTERPRETATION:
The above table depicts the percentage of respondents who think, LG always
brings out the best in its products. Out of 120 respondents, 55.8 percent of
respondents think that LG always brings out the best in its products and the
remaining 44.2 percent think that it doesn’t always bring out its best in its
products. .
Majority (55.8%) of the respondents think that LG always brings out the
best in its products.

Exhibit 4.21: Exhibit showing the number of respondents who think
that LG always brings out its best.
0
10
20
30
40
50
60
Yes No

TABLE 4.22: TABLE SHOWING THE RANKING OF
LG PRODUCTS.
Source:Primary data
INTERPRETATION:
The above table depicts the ranking of LG products . Out of 120
respondents, 42 percent of respondents voted for mobiles, 19 percent of
respondents voted for home appliances, 10 percent of respondents voted for
TV, 32 percent of respondents voted for smart watches, 17 percent of
respondents voted for computer as their first preference.
Majority (42%) of the respondents think that LG mobiles as their first
preference.
S.NO PRODUCTS NO. OF
RESPONDENTS
PERCENTAGE OF
RESPONDENTS (%)
RANKING RANKING
1 MOBILES 1 2 3 4 5 1 2 3 4 5
42 28 26 15 9 35 23.3 21.7 12.5 7.5
2 HOME
APPLIANCES
1 2 3 4 5 1 2 3 4 5
19 24 25 33 19 15.8 20.0 20.8 27.5 15.8
3 TV 1 2 3 4 5 1 2 3 4 5
10 15 28 32 35 8.3 12.5 23.3 26.7 29.2
4 SMART
WATCHES
1 2 3 4 5 1 2 3 4 5
32 30 17 15 26 26.7 25.0 14.2 12.5 21.7
5 COMPUTER 1 2 3 4 5 1 2 3 4 5
17 23 24 26 30 14.2 19.2 20.0 21.7 25.0

TABLE 4.23: TABLE SHOWING THE LEVEL OF SATISFACTION
OF RESPONDENTS.
*No. Of respondents
Source:Primary data
INTERPRETATION:
The above table depicts the level of satisfaction of LG products. Out of
120 respondents, 55.8 percent of respondents are satisfied with the product
S.NO FACTORS HIGHL
Y
SATISFI
ED
SATISF
IED
NEUTR
AL
DISSATIS
FIED
HIGHLY
DISSATS
FIED
* % * % * % * % * %
1 Product
Range
21 17.5 67 55.8 27 22.5 4 3.3 1 0.8
2 Purchase
experience
17 14.2 63 52.8 31 25.8 6 5.0 3 2.5
3 Price 22 18.3 58 48.3 30 25.0 6 5.0 4 3.3
4 Service 18 15.0 40 33.3 48 40.0 6 5.0 8 6.7
5 Usage
experience
42 35.0 41 34.2 24 20.0 5 4.2 8 6.7
6 Market
strategies
18 15.0 60 55 30 8 5 3.3 7 18.7
7 Availability 64 53.3 40 35.8 8 7.5 4 3.3 4 0.1
8 Quality 48 40 50 42 13 11 6 5 3 2

range, 63 percent of respondents are satisfied with the purchase experience, 58
percent of respondents are satisfied with the price, 40 percent of respondents
were neutral about service, 35 percent of respondents are highly satisfied with
usage experience, 55 percent of respondents are satisfied with the market
strategies, 53.3 percent of respondents are highly satisfied with the availability,
42 percent of respondents are satisfied with the quality of LG products.
Majority of the respondents are satisfied by the product range, purchase
experience, price, market strategies and the quality of LG products.

CHAPTER V
FINDINGS AND SUGGESTIONS
FINDINGS:
1. Majority 68.3% of the respondents were male for using LG products.
2. Majority 47.5% of the respondents belong to the age group of 21-30.
3. Majority 60.8% of the respondents were single.
4. Majority 44.5% of the respondents are of collage level.
5. Majority 54.3% of the respondents belong to urban category.
6. Majority 46.7% of the respondents are students.
7. Majority 30.8% of the respondents earn an income of more than 70000
8. Majority 35.8% of the respondents belonging to a family size of more than 4
members.
9. Majority 35.8% of the respondents are bought into awareness about LG products
through television.
10. Majority 36.7% of the respondents use LG home appliances.
11. Majority 78.37% of the respondents are the ones who wouldn’t purchase new
introduction of LG products.
12. Majority 74.2% of the respondents recommend LG products.
13. Majority 32.5% of the respondents are using LG products for more than 2 years.
14. Majority 39.7% of the respondents are influenced by quality factor for purchase LG
products.
15. Majority 48.3% of the respondents purchase LG products from showrooms.
16. Majority 55.8% of the respondents own LG products.
17. Majority 60.7% of the respondents wouldn’t switch to other brand.
18. Majority 35.4% of the respondents would switch to other brands for quality reasons.
19. Majority 50% of the respondents find the price range of the LG products reasonable.
20. Majority 55% of the respondents wouldn’t purchase LG products for its brand name.
21. Majority 55.8% of the respondents think that LG always brings on the best in its
products.
22. Majority 42% of the respondents think that LG mobiles as their first preference.

23. Majority of the respondents are satisfied by the product range, purchase experience,
price, market strategies and the quality of LG products.
SUGGESTIONS:
 Advertisement should be given in such a way to induce the customers to buy the
product immediately after its launch.
 Exhibitions should be conducted regularly to create an awareness about the product.
This ultimately helps to boost the sales.
 New LG smart gadgets can be advertised in exhibition to educate people and to focus
on service.
 Company should try to improve service, no doubt the company products have
technically edge over competitors but in long run it may hamper the company’s profit.
 Company should concentrate more on its major drivers LCD, IT, and GSM. Branding
and promotions should be done effectively as it creates a long lasting image in the
mind of customers.
CONCLUSION
Before conclusion, it would be prudent to share the key learning derived from this
project. This has been enumerated below as follows: -
The learning specific to this project has provided us with a real exposure to the
market of electronic goods and its consumers level of satisfaction.
People have different personalities and different attitudes and therefore good
communication is required to approach the consumers. Gaining in-depth knowledge about the
consumer’s behavior and electronic goods business in India as-well-as consumer loyalty.
LG Electronics Digital Appliances Company is a global leader in the home appliance
industry. Dedicated to enhancing consumer lifestyles through its stylish and advanced
products by offering creating solutions for consumer’s everyday life.

BIBLIOGRAPHY
BIBLIOGRAPHY
The majority of the project has been primarily our own research, findings and
endeavor. Wherever the support of the Internet been taken, the name of sites used are as
mentioned below:
www.lg.com
www.lgindia.com
www.wikipedia.org
Economic Times Newspaper
Business Line Newspaper
Business world
Business today
International Journal Of Computational Engineering Research), Vol. 3 Issue.3, pp.234-237.
Indian Journal of Marketing , December 2011, Pp(52-59).
International Research Journal of Applied and Basic Sciences, Vol.4, Issue.7, pp.1894-1900.
Primax International Journal of Commerce and Management Research, Vol. 1, Issue No. 1
Journal of Asian Research Consortium, Vol.1, Issue.5, pp.25-35.
International Journal of Trade and Commerce, IIARTC, Vol.1, No. 2, pp. 249-259
C.R. Kothari - Business Research methodology
Naresh K. Malhotra - Marketing research an applied orientation (4thedition)
Philip Kotler - Marketing Management (11thedition)

APPEN
A STUDY ON CONSUMER PREFERENCE AND SATISFACTION
TOWARDS LG PRODUCTS WITH SPECIAL REFERENCE TO
COIMBATORE CITY
1. Name:
2. Gender:
a) Male b) Female
3. Age:
a) Less than 20 years b) 21-30 years
c) 31-40 years d) Above 40 years
4. Marital status:
a) Single b) Married
5. Educational Qualification:
a) School level b) College level
c) Professionals d) Other, (specify) _________________
6. Area of residence:
a) Rural b) Urban
c) Semi urban d) Semi Rural

7. Occupation:
a) Student b) Private sector employee
c) Public sector employee d) Businessman
e) Others, (specify) _________________
8. Family monthly income:
a) Less than Rs. 30000 b) Rs. 30001- Rs. 50000
c) Rs. 50001- Rs. 70000 d) More than Rs70000
9. Family Size:
a) Less than 2 members b) 3 members
c) 4 members d) Above 4 members
10. How did you come to know about the LG products?
a) Friends & relatives b) Newspapers & magazines
c) Television d) Internet
e) Others
11. Specify the LG products you use?
a) Mobile b) TV
c) Home appliances d) Projector
e) Others
12. Will you immediately buy the new products launched by LG?
a) Yes b) No
13. Will you recommend the LG products to others?
a) Yes b) No
14. How long have you been using LG products?
a) Less than 1 year b) 6-12 months
c) 1- 2 years d) More than 2 years

15. Which factor made you to buy LG products?
a) Quality b) Price
c) Advertisement d) Brand image
e) Others (specify)________________________
16. Where do you purchase LG products?
a) Retailers b) Wholesalers
c) Showroom d) Online
e) Others
17. How many LG products do you own?
a) 1 b) 2
c) 3 d) 4 and more
18. Do you have idea of switching from LG products to other brands?
a) Yes b) No
19. If Yes, specify the reason
a) Availability b) Quality
c) Brand image d) Price
e) others (specify)_______________________
20. Rank the LG products according to your convenience. (Ranks them 1 to 5)
Products Ranks
Mobiles
Home appliances
TV
Smart
watches

21. What do you think about the price of LG products?
a) Very expensive b) Expensive
c) Reasonable d) Low
22. Will you be ready to buy LG products just because of its brand name?
a) Yes b) No
23. Do you think LG always brings out its best?
a) Yes b) No
.
24. State your level of satisfaction of the LG products. (Please relevant answer)
*HS-Highly satisfied *S-Satisfied *N-Neutral *DS-Dissatisfied
*HDS-Highly Dissatisfied
25. Give your valuable suggestions about LG products.
Computer
SATISFACTION HS S N DS HDS
Availability
Quality
Product range
Purchase
experience
Usage experience
Market strategies
Service
Price

___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
_____________________________________________________________________

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