1. CHAPTER - I
1.1 INTRODUCTION
“Marketing is a societal process by which individuals and groups obtain what they
need and want through creating, offering, and freely exchanging products and services of
value with others”. Marketing is the function by which marketers’ plans, promotes and
delivers goods and services for customers and clients. In the context of marketing of services,
we can say that marketing is the creation and delivery of customer satisfying products or
services at a profit to the suppliers or provider of the products or services. Management must
think of itself not as producing products as it is catering to the consumers through retail outlets
but as providing the expected right quality to the users and ultimately should aim at right
quality.
In this project we try to compare the marketing attributes that play a vital role in
marketing the home appliances such as refrigerators and washing machines. The main
competitors for the Videocon are LG, Samsung, Godrej. The Videocon and IFB are also
considered as competitors in few segments.
The comparative study is done on the core marketing attributes such as
 The various ranges of products that is available with all the brands.
 The key features of all the available products.
 The cost of all the available products.
1

2. 1.2 OBJECTIVE OF THE STUDY
PRIMARY OBJECTIVE:
 To compare the marketing attributes of the home appliances (refrigerator and washing
machine) of the leading brands in the market.
SECONDARY OBJECTIVE:
 To find out the leader in Sales at present in the market.
 To find out the fast moving products of Videocon.
2

3. 1.3 SCOPE OF THE STUDY
By this study the company can get a lot of information about their competitors in the
market related to the product. Also they can improve their product and service levels in respect
to the cost and quality of the product and they are able to find out the fast moving products of
Videocon in the market and the various suggestions from the dealers will be helpful to
improve the company in different aspects.
This study will provide the details of the entire range products in refrigerator and
washing machine segment that the competitors has and the price of each product so that the we
can identify the marketing attributes in which our company is lagging and those which are
helping us to lead the market.
Finally, the study will be able to provide the market leaders in each segment in the
current prevailing market.
3

4. 1.4 LIMITATION OF THE STUDY
 The study is being conducted in Chennai city only. So the results cannot be applied to
any other place.
 The sample size is limited to 100samples.
 The prices of the products are as on project duration and they can vary at any point of
time.
 Respondents are reluctant to answer the questions during their work hours.
4

5. 1.5 INDUSTRY PROFILE
The Electronics Industry in India took off around 1965 with an orientation towards
space and defence technologies. This was rigidly controlled and initiated by the government.
This was followed by developments in consumer electronics mainly with transistor radios,
Black
& White TV, Calculators and other audio products. Colour Televisions soon followed. In
1982-a significant year in the history of television in India - the government allowed
thousands of colour TV sets to be imported into the country to coincide with the broadcast of
Asian Games in New Delhi. 1985 saw the advent of Computers and Telephone
exchanges, which were succeeded by Digital Exchanges in 1988. The period between 1984
and 1990 was the golden period for electronics during which the industry witnessed
continuous and rapid growth.
From 1991 onwards, there was first an economic crises triggered by the Gulf War which was
followed by political and economic uncertainties within the country. Pressure on the
electronics industry remained though growth and developments have continued with
digitalisation in all sectors, and more recently the trend towards convergence of
technologies. After the software boom in mid 1990s India's focus shifted to software. While
the hardware sector was treated with indifference by successive governments. Moreover the
steep fall in custom tariffs made the hardware sector suddenly vulnerable to international
competition. In 1997 the ITA agreement was signed at the WTO where India committed itself
to total elimination of all customs duties on IT hardware by 2005. In the subsequent years, a
number of companies turned sick and had to be closed down. At the same time companies like
Moser Baer, Samtel Colour, Celetronix etc. have made a mark globally.
Current Scenario
In recent years the electronic industry is growing at a brisk pace. It is currently worth US$
32 Billion and according to industry estimates it has the potential to reach US$ 150 billion by
2010. The largest segment is the consumer electronics segment. While is largest export
segment is of components.
The electronic industry in India constitutes just 0.7 per cent of the global electronic
industry. Hence it is miniscule by international comparison. However the demand in the
Indian market is growing rapidly and investments are flowing in to augment manufacturing
capacity.
The output of the Electronic Hardware Industry in India is worth US$11.6 Billion at
5

6. present. India is also an exporter of a vast range of electronic components and products for the
following segments
• Display technologies
• Entertainment electronics
• Optical Storage devices
• Passive components
• Electromechanical components
6

7. • Telecom equipment
• Transmission & Signaling equipment
• Semiconductor designing
• Electronic Manufacturing Services (EMS)
This growth has attracted global players to India and leaders like Solectron, Flextronics, Jabil,
Nokia, Elcoteq and many more have made large investments to access the Indian market. In
consumer electronics Korean companies such as LG and Samsung have made commitments by
establishing large manufacturing facilities and now enjoy a significant share in the growing
market for products such as Televisions, CD/DVD Players, Audio equipment and other
entertainment products.
The growth in telecom products demand has been breathtaking and India is adding 2 million
mobile phone users every month! With telecom penetration of around 10 per cent, this growth
is expected to continue at least over the next decade. Penetration levels in other high growth
products are equally high and growth in demand for Computer/ IT products, auto electronics,
medical, industrial, as well as consumer electronics is equally brisk. Combined with low
penetration levels and the Indian economy growing at an impressive 7 per cent per annum, the
projection of a US$150 Billion+ market is quite realistic and offers an excellent opportunity to
electronics players worldwide.
1.3 Electronic Manufacturing Services
India is well-known for its software prowess. But on the hardware front, the progress is rather
slow. However, the country has been making gains in this sector also. Already, 50
Electronics Manufacturing Services (EMS)/Original Design Manufacturers (ODMs)
providers are operating in India, ranging from global players including Flextronics and
Solectron to indigenous firms including Deltron, TVS Electronics and Sahasra. Further moves
by international players are expected to add production in India in the coming years.
Obvious allure of locating electronics production in India is the nation’s low labor costs. Labor
costs for conducting electronics manufacturing in India are between 30 to 40 per cent less than
in the United States or in Western Europe. Other equally important benefits from operating in
India include a fast-growing domestic market, an excellent education system, the nation’s
technology parks and the recent improvements in the country’s transit and utility
infrastructure.
However, the Indian contract-manufacturing industry is not expected to pose a significant
threat to China’s position as the epicenter of electronics manufacturing in the short term.
India’s contract manufacturing activities primarily serve the nation’s indigenous demand.
7

8. OEMs primarily outsource manufacturing to cater to the Indian domestic market, although
export of Indian-assembled electronic goods does occur. In the longer term, i.e. 2009
onward, it is predicted that India may compete with the Chinese providers in select
products as the nation’s share of the global electronics market increases.
For OEMs, using contract manufacturing services in India can help them penetrate the local
market. However, OEMs face specific risks associated with using contract
manufacturers in India. Fluid exchange rates combined with volatile oil and component
prices lead to unpredictable costs. Changing government policies along with shifting
government regimes also contribute to an unpredictable political environment. Doing
business in India is often disjointed, with an inefficient bureaucratic system that causes
frequent delays. However, for OEMs able to manage these risks, the opportunity in India is
significant.
The semiconductor fabrication segment has a small existing base in India with only two
fabrication units, which both are developing chips for the defense and strategic sectors.
However, semiconductor suppliers are expanding their manufacturing activities in India to
serve the growing contract-manufacturing industry in the nation. As evidence of this trend,
groundbreaking commenced on a 200 mm fabrication unit in Hyderabad operated by Nano-
Tech Silicon India Ltd.
Recent trends show that an increasing number of engineering and design activities are also
being outsorced to EMS companies and they are becoming ODMs (Original Design
manufacturers) and also provide final system integration and logistical support
The recent acceleration in EMS activity is mainly due to rapid growth in the electronic
Hardware market in all segments particularly rapid growth has taken place in Telecom
Infrastructure Equipment, computers, Consumer & Hand held devices.
The Growth Drivers
Behind the impressive growth of the electronics industry is the robust and consistent growth
in Electronic Hardware market of approximately 25 per cent due to a stable economy &
large middle class of 350 million people. The fastest growing segments are demand for
telecom services particularly cell phones, internet subscribers & growth in demand for it
products with increasing penetration of computers, falling prices & Government
support to rapidly encourage usage of IT in all sectors. Penetration of telephone users (both
landline & mobile) is projected to increase exponentially. Some of the other factors are
8

9. • Highly talented workforce, especially for design and engineering services with
good communication skills.
• Rising labor costs in China.
• Presence of global Electronics Manufacturing Services (EMS) majors in India and
their plans for increased investments in India.
• More outsourcing of manufacturing by both Indian and global Original Equipment
Manufacturers
9

10. 1.5 COMPANY PROFILE
In early 80's Nandlalji initiated his three sons - Venugopal, Rajkumar and Pradeep
into business. Through a technical tie up with Toshiba Corporation of Japan, he launched
India's first world-class color Television: Videocon. Today, Videocon is household name
across the nation- India's No. 1 brand of Consumer Electronics & Home Appliances, trusted
by over 50 million people to improve their quality of life.
Milestones
History:
Home Appliances:
10

11. Microwave Ovens Refrigerator Washing Machines Air Conditioner
New Home Appliances
Washing Machines:
Front Loading
Top Loading
11

12. 2.1 REVIEW OF LITERATURE
MARKETING MIX:
The four main components of the marketing mix are,
 Product
 Price
 Place
 Promotion
The study considers the two components, Product and Price.
The comparative study is done on the core marketing attributes of the products (home
appliances) such as,
 The various ranges of products that is available with all the brands.
 The key features of all the available products.
 The cost of all the available products.
 The Market leading position of the various brands in each segment.
So, the Ranges, Features, cost, and Market Leading position of all the brands are
compared to find out whether we lead or lag the competitors. Range of products, is the
entire variety of products the company have in each segment of product category. For
example range or variety of products available under 180 litres, direct cool refrigerators
with the respective brand included for the study.
The range of products is considered to be an important, as they satisfy the
different taste and preferences and expectations of the customers. Features of products,
is the key features that the product has to perform its operation customer friendly. Even
though there are various ranges of products they should have the essential features to
satisfy all kind of customers. The features of the product should be helpful to the
customer in handling the product and to utilize the product to the optimum level.
Price of the product, is also an important factor that makes the customer to
choose the brand for their purchase. Even though there are some customer who are
willing to buy the products that are available cheaper in the market, most of them are
willing to pay a high price for a quality product. So, the cost of the product plays a vital
role in selecting the product.
Market leader, is the brand that leads the market in sales on the specific product
category. A brand can become a leader when it satisfies all the customer expectations. To
12

13. be in specific the market leader is the brand which has the maximum market share at
present.
We are identifying the market leadership because, to find out whether our
product’s range, feature and price satisfies the customer’s taste and preference. So, if our
brand leads the market in particular segment, that denotes that our marketing attributes of
the product are accepted by the customers.
13

14. 2.2 RESEARCH METHODOLOGY
According to D.Slesinger and M.Stephenson in the encyclopedia of social
sciences define research as “the manipulation of things, concepts or symbols for the
purpose of generalizing to extent, correct or verify knowledge aids in construction of
theory or in practice of an art.
2.2.1 Research design
This study is also concerned with describing characteristics of particular
individual / group narrating facts, where descriptive is concerned with specific predictions
to determine the frequency with something else. It throws light on all the resources
available for data.
2.2.2 Source of data
To obtain the needed information for this study primary data and secondary data
are used. The primary data was collected through formal questionnaire from the dealers
and the secondary data from the present records.
2.2.3 Data collection method
The researcher has done through questionnaire technique for collecting data
2.2.4 Sampling method
A sample of elementary units that is being selected on the basis of personal
judgment is called as non- probability sampling. In this project I used purposive sampling
for my research work. Purposive sampling is the method of sampling by which a sample
is drawn from a population based entirely on the personal judgment of the investigator. It
is otherwise called as Judgment sampling or Deliberate sampling
2.2.6 Sample size
Sample size refers to the number of items to be selected from the universe to
constitute a sample. As it has suggested by the company 60 samples were taken for the
purpose of the study.
14

15. 2.2.7 Tools used for analysis
 Percentage Analysis
The percentage refers to a special kind of ratio. Percentage is used in making
comparison between two or more series of data. Percentage is used to describe
relationship.
Percentage (%) = No. Of Respondents * 100 / Total Respondents.
 Weighted average method
When the relative importance of the different observations is not the same, we
compute weighted average method. The team “weight stands for the relative importance
of the different observations.
 H – Test:
This test is also known as Kruskal-Wallis Test that is used to test the null
hypothesis. The H value is calculated and is compared with the tabulated value to test
the hypothesis.
The H value is calculated by,
H = {[12N/(N+1)][R1²/N1+ R2²/N2+ R3²/N3+ R4²/N4]} – 3(N+1)
Condition
If the value of H > ψ² , Null hypothesis is rejected.
If the value of H > ψ² , Alternative hypothesis is rejected.
15

16. 3.1 DATA ANALYSIS AND INTERPRETATION
3.1.1. SEGMENT OF VIDEOCON WASHING MACHINE
TABLE 3.1.1 SHOWING SEGMENT OF VIDEOCON WASHING MACHINE MOVES
FASTER IN THE MARKET
NUMBER OF PERCENTAGE
PRODUCT TYPE
DEALERS OF DEALERS
SEMI AUTOMATIC 14 24%
FULLY AUTOMATIC 46 76%
100
50
0
SEMI FULLY
AUTO AUTO
FIGURE 3.1.1
Inference
From the above table it is evident that 76% of them are category fully auto, 24% of the
respondents are in the semi auto.
16

17. 3.1.2 SEGMENT OF VIDEOCON REFRIGERATOR MOVES FASTER IN THE
MARKET
TABLE 3.1.2 SHOWING SEGMENT OF VIDEOCON REFRIGERATOR MOVES
FASTER IN THE MARKET
NUMBER OF PERCENTAGE
PRODUCT TYPE
DEALERS OF DEALERS
DIRECT COOL 50 84%
FROST FREE 10 16%
100
50
0
DC FF
FIGURE 3.1.2
Inference
From the above table it is evident that, 84% of them are category of direct cool and 16%
of the respondents are in the frost free
17

18. 3.1.3 SEGMENT OF BRAND HAS STYLISH AND ATTRACTIVE EXTERIOR
FINISH
TABLE 3.1.3 SHOWING SEGMENT OF BRAND HAS STYLISH AND
ATTRACTIVE EXTERIOR FINISH
NUMBER OF PERCENTAGE OF
BRAND
DEALERS DEALERS
SAMSUNG 35 58%
LG 4 6%
GODREJ 2 4%
VIDEOCON 28 46%
70
58
60
50 46
40
30
20
10 6 4
0
SAMSUNG LG GODREJ WHIRLPOOL
FIGURE 3.1.3
Inference
From the above table it is evident that 58% of the respondents are in the Samsung, 46% of
them are category of WHIRLPOOL 6% of them are category of LG, 4% of them are
category of GODRE,.
18

19. 3.1.4 SEGMENT OF DO YOU TRUST VIDEOCON
TABLE 3.1.4 SHOWING SEGMENT OF DO YOU TRUST VIDEOCON
NUMBER OF PERCENTAGE OF
DESCRIPTION
DEALERS DEALERS
GOOD QUALITY 52 86%
ECONOMICAL PRICING 2 4%
ATTRACTIVE DESIGN 12 20%
SERVICE 1 2%
100
90 86
80
70
60
50
40
30 20
20
10 4 2
0
QUALITY PRICE DESIGN SERVICE
FIGURE 3.1.4
Inference
From the above table it is evident that 86% of the respondents are in the QUALITY, 20%
of them are category of DESIGN, 4% of them are category of PRICE, 2% of them are
category of service
19

20. 3.1.5 SEGMENT OF PRICING OF VIDEOCON PRODUCTS
TABLE 3.1.5 SHOWING SEGMENT OF PRICING OF VIDEOCON PRODUCTS
NUMBER OF PERCENTAGE OF
DESCRIPTION
DEALERS DEALERS
LOWER THAN OTHER BRANDS 0 0%
EQUAL TO OTHER BRANDS 7 12%
HIGHER THAN OTHER BRANDS 53 88%
100
HIGHER, 88
80
60
40
20 EQUAL, 12
LOWER, 0
0
LOWER
EQUAL
HIGHER
FIGURE 3.1.5
Inference
From the above table it is evident that 88% of them are category of higher than other
brands, 12% of them are category of equal to other brands, 0% of the respondents are in
the lower than other brands
20

21. 3.1.6 SEGMENT OF PROFIT MARGIN OF SELLING VIDEOCON PRODUCTS
TABLE 3.1.6 SHOWING SEGMENT OF PROFIT MARGIN OF SELLING
VIDEOCON PRODUCTS
NUMBER OF PERCENTAGE OF
DESCRIPTION
DEALERS DEALERS
VERY LOW THAN OTHER
0 0%
BRANDS
LOWER THAN OTHER BRANDS 26 43%
EQUAL TO OTHER BRANDS 19 32%
HIGHER THAN OTHER BRANDS 15 25%
VERY HIGH THAN OTHER
0 0%
BRANDS
60
40
20
0
FIGURE 3.1.6
Inference
From the above table it is evident that43% of them are category of lower than other
brands, 32% of them are category of equal to other brands, 25% of them are category of
higher than other brands, 0% of the respondents are in the very lower than other brands,
0% of them are category of very higher than other brands
21

22. 3.1.7 SEGMENT OF COMPANY GIVES YOU MORE PROMOTIONAL OFFERS
TABLE 3.1.7 SHOWING SEGMENT OF COMPANY GIVES YOU MORE
PROMOTIONAL OFFERS
NUMBER OF PERCENTAGE OF
BRAND
DEALERS DEALERS
SAMSUNG 23 38%
LG 5 8%
GODREJ 20 34%
VIDEOCON 10 16%
VIDEOCON 4 6%
40 38
34
35
30
25
20 16
15
10 8
6
5
0
SAMSUNG LG GODREJ WHIRLPOOL V.CON
FIGURE 3.1.7
Inference
From the above table it is evident that 38% of the respondents are in the Samsung, 34%
of them are category of GODREJ, 16% of them are category of WHIIRLPOOL, 8% of
them are category of LG, 6% of them are category of VIDEOCON.
22

23. 3.1.8 SEGMENT OF DIRECT COOL REFRIGERATORS
TABLE 3.1.8 SHOWING SEGMENT OF DIRECT COOL REFRIGERATORS
POSITION OF PERCENTAGE OF
NUMBER OF
BRAND THE DEALERS
DEALERS
BRAND
VIDEOCON I 50 84%
SAMSUNG II 38 63%
GODREJ III 30 50%
LG IV 23 38%
WHIRLPOOL
90 84
80 SAMSUNG
70 63 GODREJ
60 50 LG
50 38
40
30
20
10
0
I POSITION IN II POSITION III POSITION IV POSITION
SALES IN SALES IN SALES IN SALES
FIGURE 3.1.8
Inference
From the above table it is evident that 84% of the respondents are in the WHIRLPOOL,
63% of them are category of SAMSUNG, 50% of them are category of GODREJ, 38%
of them are category of LG.
23

24. 3.1.9 SEGMENT OF FROST FREE REFRIGERATORS
TABLE 3.1.9 SHOWING SEGMENT OF FROST FREE REFRIGERATORS
POSITION OF PERCENTAGE OF
NUMBER OF
BRAND THE DEALERS
DEALERS
BRAND
SAMSUNG I 37 62%
VIDEOCON II 32 53%
GODREJ III 19 31%
LG IV 17 28%
70 SAMSUNG
62 WHIRLPOOL
60 53
50
GODREJ LG
40
31 28
30
20
10
0
I POSITION IN II POSITION IN III POSITION IN IV POSITION
SALES SALES SALES IN SALES
FIGURE 3.1.9
Inference
From the above table it is evident that 62% of the respondents are in the SAMSUNG,
53% of them are category ofWHIRLPOOL,31 % of them are category of GODREJ, 28%
of them are category of LG
24

25. 3.1.10 SEGMENT OF SEMI AUTOMATIC WAHING MACHINES
TABLE 3.1.10 SHOWING SEGMENT OF SEMI AUTOMATIC WAHING
MACHINES
POSITION OF PERCENTAGE OF
NUMBER OF
BRAND THE DEALERS
DEALERS
BRAND
VIDEOCON I 36 60%
SAMSUNG II 31 52%
LG III 20 34%
VIDEOCON IV 17 28%
GODREJ V 14 24%
WHIRLPOOL
70
60 SAMSUNG
60 52
50 LG
40 34 VIDEOCON
GODREJ
28
30 24
20
10
0
I POSITION IN II POSITION IN III POSITION IN IV POSITION IN V POSITION IN
SALES SALES SALES SALES SALES
FIGURE 3.1.10
INFERENCE:
From the above table it is evident that 60% of the respondents are in the wHIRLPOOL,
52% of them are category of SAMSUNG, 34% of them are category of LG, 28% of them
are category of VIDEOCON, 24% of them are category GODREJ.
25

26. 3.1.11 SEGMENT OF FULLY AUTOMATIC WAHING MACHINES
TABLE 3.1.11 SHOWING SEGMENT OF FULLY AUTOMATIC WAHING
MACHINES
POSITION NUMBER PERCENTAGE
BRAND OF THE OF OF
BRAND DEALERS DEALERS
VIDEOCON I 44 74%
SAMSUNG II 36 60%
IFB III 31 52%
LG IV 22 36%
GODREJ V 16 26%
WHIRLPOOL
80 74 SAMSUNG
70 60 IFB
60 52
50 LG
40 36 GODREJ
30 26
20
10
0
I POSITION II POSITION III POSITION IV POSITION V POSITION
IN SALES IN SALES IN SALES IN SALES IN SALES
FIGURE 3.1.11
INFERENCE:
From the above table it is evident that 74% of the respondents are in the
WHIRLPOOL, 60% of them are category of SAMSUNG, 52% of them are category of
IFB , 36% of them are category of , 26% of LG them are category of GODREJ.
26

27. 3.1.12 SEGMENT OF PREFERENCE OF VIDEOCON
TABLE 3.1.12 SHOWING SEGMENT OF PREFERENCE OF VIDEOCON
Particulars Respondents Percentage (%)
Brand Name 40 67%
Quality 20 33%
80
60
40 Respondents
20
0
FIGURE 3.1.12
Inference
From the above table it is evident that 67% of the respondents are in the brand
name, 33% of them are category of quality.
27

28. 3.1.13 SEGMENT OF VIDEOCON PRODUCT WHICH WILL BE SUGGESTED
FOR BUYING
TABLE 3.1.13 SHOWING SEGMENT OF VIDEOCON PRODUCT WHICH WILL BE
SUGGESTED FOR BUYING
Products Respondents Percentage
Washing machine 15 25%
TV 20 33%
Refrigerator 10 17%
Microwave oven 5 8%
Air conditioner 10 17%
30
20
10
0
Washing TV
machine Refrigerator
Microwave
oven
FIGURE 3.1.13
Inference
From the above table it is evident that 33% of them are category of TV ,25% of
the respondents are in the washing machine, , 17% of them are category of Refrigerator,
17% of them are category of Air conditioner 8% of them are category of micro oven,.
28

29. 3.1.14 SEGMENT OF PRODUCT COMES TO MIND ON THE HEARING THE
NAME VIDEOCON
TABLE 3.1.14 SHOWING SEGMENT OF PRODUCT COMES TO MIND ON THE
HEARING THE NAME VIDEOCON
Product Respondent Percentage
Washing machine 10 17
TV 30 50
Refrigerator 15 25
Microwave oven 5 8
60
40
20
0
FIGURE 3.1.14
Inference
From the above table it is evident that 50 % of them are category of Tv,25% of
them are category of Refrigerator,17% of the respondents are in the washing machine, ,
8% of them are category of micro oven.
29

30. 3.1.15 SEGMENT OF TV BRAND YOU PREFER THE MOST
TABLE 3.1.15 SHOWING SEGMENT OF TV BRAND YOU PREFER
THE MOST
Particulars Respondents Percentage
Lg 5 8
Samsung 20 33
Panasonic 5 8
Philips 3 5
35
30
25
20
15
10
5
0
Lg Samsung Panasonic Philips
FIGURE 3.1.15
Inference
From the above table it is evident that 33% of them are category of Samsung ,8%
of the respondents are in the LG, 8% of them are category of Panasonic, 8% of them are
category of Philips.
30

31. 3.1.16 SEGMENT OF PREFERENCE OF A/C MOST
TABLE 3.1.16 SHOWING SEGMENT OF PREFERENCE OF A/C MOST
Products Respondents Percentage
LG 10 17
Samsung 20 33
Videocon 5 8
Voltas 25 42
50
40 33 42
30 17
20
10 8
0
Lg
Samsung
Videocon
Voltas
FIGURE 3.1.16
Inference
From the above table it is evident that 42% of them are category of VOLTAS,
33% of them are category of SAMSUNG 17% of the respondents are in the LG, 8% of
them are category of VIDEOCON.
31

32. 3.1.17 SEGMENT OF PREFERENCE OF TV BRAND MOST
TABLE 3.1.17 SHOWING SEGMENT OF PREFERENCE OF TV BRAND
MOST
Products Respondents Percentage (%)
LG 20 33%
Samsung 10 17%
Videocon 10 17%
Whirlpool 20 33%
Chart Title
35
30
25
Axis Title
20
15
10
5
0
Lg Samsung Videocon Whirlpool
33 17 17 33
FIGURE 3.1.17
Inference
From the above table it is evident that 33% of the respondents are in the LG, 33%
of them are category whirlpool, 17% of them are category of Samsung, 17% of them are
category of Videocon.
32

33. 3.1.18 SEGMENT OF PREFERENCE OF MICROWAVE BRAND
THE MOST
TABLE 3.1.18 SHOWING SEGMENT OF PREFERENCE OF
MICROWAVE BRAND THE MOST
Products Respondents Percentage
LG 20 33
Samsung 10 18
Videocon 5 8
Whirlpool 5 8
Ken Star 20 33
35
30
25
20
15
10
5
0
Lg
Samsung
Videocon
Whirlpool
FIGURE 3.1.18
Inference
From the above table it is evident that 33% of the respondents are in the LG, 33%
of them are category of SAMSUNG,18 % of them are category of VIDEOCON, 8% of
them are category of WHIRLPOOL 8%
33

34. 3.1.19 SEGMENT OF PROMOTION ATTRACTS YOU TOWARDS
THE VIDEOCON
TABLE 3.1.19 SHOWING SEGMENT OF PROMOTION ATTRACTS
YOU TOWARDS THE VIDEOCON
Products Respondents Percentage
Advertisement 20 33
Brand Name 18 30
Logo 12 20
Offers 10 17
33
35
30
30
25
20 20
15 17
10
5
0
Advertisement
Brand Name
Logo
Offers
FIGURE 3.1.19
Inference
From the above table it is evident that 33% of them are category of Offers , 30%
of them are category of brand name , 20% of them are category of Logo ,17% of the
respondents are in the advertisement.
34

35. 3.1.20 SEGMENT OF FEEL WHILE USING THE VIDEOCON
PRODUCT
TABLE 3.1.20 SHOWING SEGMENT OF FEEL WHILE USING THE
VIDEOCON PRODUCT
Particulars Respondents Percentage
Status symbol 28 46
Pride 22 37
Feeling ok 10 17
50
45
40
35
30
25
20
15
10
5
0
Status symbol
Pride
Feeling ok
FIGURE 3.1.20
Inference
From the above table it is evident that 46% of the respondents are in the status
symbol, 37% of them are category pride of them are category of feeling ok 17% of them.
35

36. 3.1.21 SEGMENT OF ADVERTISEMENTS MAKE YOU TO BUY
THE VIDEOCON PRODUCTS
TABLE 3.1.21 SHOWING SEGMENT OF ADVERTISEMENTS MAKE
YOU TO BUY THE VIDEOCON PRODUCTS
Option Respondents Percentage
Yes 38 63
No 22 37
70 63
60
50
37
40
30
20
10
0 0
0
Yes
No
FIGURE 3.1.21
Inference
From the above table it is evident that 63% yes and 37% no.
36

37. TESTING THE DATA USING KRUSKAL – WALLIS OR H - TEST
TABLE SHOWING THE PERCENTAGE OF SALES ON DIFFERENT CONSUMER
PRODUCTS OF VARIOUS BRANDS
FULLY
DIRECT COOL FROST FREE SEMI AUTO
AUTO
REFRIGERATOR REFRIGERATOR WASHERS
WASHERS
VIDEOCON 84 53 60 74
SAMSUNG 63 62 52 60
LG 38 28 34 36
GODREJ 50 31 24 26
NULL HYPOTHESIS (H) : There is no significant difference in the sales of the
different brand’s products.
ALTERNATIVE HYPOTHESIS (H*) : There is significant difference in the sales of
the different brand’s products.
N = N1+N2+N3+N4 ; where N1,N2,N3&N4 are number of product segments in each
brand
=4+4+4+4 = 16.
Arranging these percentages in ascending order of magnitude and assigning appropriate
ranks, we have
37

38. Table of Ranks
Percentag 2 2 2 3 3 3 3 5 5 5 6 6 7 8
60 60
e 4 6 8 1 4 6 8 0 2 3 2 3 4 4
Ranks 1 11. 11. 1 1 1 1
1 2 3 4 5 6 7 8 9
0 5 5 3 4 5 6
Sum of Ranks
VIDEOCON 16 10 11.5 15 52.5 =R1
SAMSUNG 14 13 9 11.5 47.5 =R2
LG 7 3 5 6 21=R3
GODREJ 8 4 1 2 15 =R4
H = {[12N/(N+1)][R1²/N1+ R2²/N2+ R3²/N3+ R4²/N4]} – 3(N+1)
Substituting the values of N, N1,N2,N3&N4 and R1,R2,R3&R4 we get,
H = {[12*16/(16+1)][52.5²/4 + 47.5²/4 + 21²/4 +15²/4]} – 3(16+1)
H = 11.63
Degrees of freedom = k-1 = 4-1 = 3
Level of significance: α = 0.05
The value of ψ² for 3 degrees of freedom and at α = 0.05 is 7.81
38

39. Condition
If the value of H > ψ² , Null hypothesis is rejected.
If the value of H > ψ² , Alternative hypothesis is rejected.
Since the value of H > ψ² , Null hypothesis is rejected and Alternative hypothesis is
accepted.
Inference
Therefore, there is significant difference in the sales of the different brand’s products.
39

40. TESTING USING WEIGHTED AVERAGE METHOD
DESCRIPTION NUMBER OF DEALERS
VERY HIGH THAN OTHER BRANDS 5
HIGHER THAN OTHER BRANDS 15
EQUAL TO OTHER BRANDS 14
LOWER THAN OTHER BRANDS 24
VERY LOW THAN OTHER BRANDS 2
TOTAL 60
Rank I II III IV V
Weightage 4 2 3 1 5
Weighted Average Method:
Xw = wixi / wi ; Where, Wi = Weightage of the ith item x
Xi = Value of the ith item x
Calculation:
wixi = 0 * 5+ 15*4 + 19*3+ 20*2 + 0*1
wixi =157
wixi / wi = 157/60 =2.61 Average = 2.61
40

41. AVD Scale:
(2.61)
Lower Than Other Brands
Very High Very low
Profit Margin 5 4 3 2 1 Profit Margin
Interpretation
From the ranking method it is observed that most of the retailer ranked lower than other
brands among all the above said factors.
RESULT
RANK 1: Lower than other brands
RANK 2: Higher than other brands
RANK 3: Equal to other brands
RANK 4: Very high than other brands
RANK 5: Very low than other brands
41

42. 3.2 FINDINGS
From the Survey it is found that 76% of them are category fully auto, 24% of the
respondents are in the semi auto.
From the Survey it is found that 84% of them are category of direct cool and 16%
of the respondents are in the frost free
From the Survey it is found that 58% of the respondents are in the Samsung, 46%
of them are category of WHIRLPOOL 6% of them are category of LG, 4% of
them are category of GODREJ,.
From the Survey it is found that 86% of the respondents are in the QUALITY,
20% of them are category of DESIGN, 4% of them are category of PRICE, 2% of
them are category of service
From the Survey it is found that 88% of them are category of higher than other
brands, 12% of them are category of equal to other brands, 0% of the respondents
are in the lower than other brands
From the Survey it is found that 38% of the respondents are in the Samsung, 34%
of them are category of GODREJ, 16% of them are category of WHIIRLPOOL,
8% of them are category of LG, 6% of them are category of VIDEOCON.
From the Survey it is found that 84% of the respondents are in the WHIRLPOOL,
63% of them are category of SAMSUNG, 50% of them are category of
GODREJ, 38% of them are category of LG.
From the Survey it is found that 62% of the respondents are in the SAMSUNG,
53% of them are category ofWHIRLPOOL,31 % of them are category of
GODREJ, 28% of them are category of LG
42

43. From the Survey it is found that 60% of the respondents are in the whirlpool, 52%
of them are category of SAMSUNG, 34% of them are category of LG, 28% of
them are category of VIDEOCON, 24% of them are category GODREJ
From the Survey it is found that 74% of the respondents are in the WHIRLPOOL,
60% of them are category of SAMSUNG, 52% of them are category of IFB , 36%
of them are category of , 26% of LG them are category of GODREJ.
From the Survey it is found that 67% of the respondents are in the brand name,
33% of them are category of quality.
From the Survey it is found that 33% of them are category of TV ,25% of the
respondents are in the washing machine, , 17% of them are category of
Refrigerator, 17% of them are category of Air conditioner 8% of them are
category of micro oven,.
From the Survey it is found that 50 % of them are category of Tv,25% of them
are category of Refrigerator,17% of the respondents are in the washing machine, ,
8% of them are category of micro oven.
From the Survey it is found that 33% of them are category of Samsung ,8% of the
respondents are in the LG, 8% of them are category of Panasonic, 8% of them are
category of Philips.
From the Survey it is found that 42% of them are category of VOLTAS, 33% of
them are category of SAMSUNG 17% of the respondents are in the LG, 8% of
them are category of VIDEOCON.
From the Survey it is found that 33% of the respondents are in the LG, 33% of
them are category whirlpool, 17% of them are category of Samsung, 17% of them
are category of Videocon.
43

44. From the Survey it is found that 33% of the respondents are in the LG, 33% of
them are category of SAMSUNG,18 % of them are category of VIDEOCON, 8%
of them are category of WHIRLPOOL 8%
From the Survey it is found that 33% of them are category of Offers, 30% of them
are category of brand name , 20% of them are category of Logo ,17% of the
respondents are in the advertisement.
From the Survey it is found that 46% of the respondents are in the status symbol,
37% of them are category pride of them are category of feeling ok 17% of them.
44

45. 3.3 SUGGESIONS
1. Videocon is lagging the leader ship in Frost free segment with a small percentage
difference and this can be overcome by producing the products in more number of
colors and features
2. The stock availability of the fast moving segments should be increased, as there is
a high demand for the products.
3. The commission for the dealers can be re-considered, to improve the sales.
4. The company is lagging in providing the promotional offers such as exchange
offers and discount sales. So, these kinds of offers can be provided as the
competitors coming other brands.
5. The Frost free refrigerator’s can be redesigned and can come out with further new
models.
45

46. 3.4 CONCLUSION
This project work was done to “compare the marketing attributes of home
appliances made by different manufacturers and to identify the market leading positions”.
This project has helped me to add my knowledge about the marketing attributes required
for the product in the home appliances industry.
The study was conducted among the identified dealers around Chennai. It is
observed that the company has good market leadership and it will be retained in future.
This project has attained the objectives for which it was started. The results of this
project give a new dimension for the company for improving the features and range of
products and for identifying their present market position.
Therefore, I conclude that Videocon plays very well in market with certain
products and remaining products which is not demanded more compare to other product
has to be redesign or more promotional activity should be carried out .
46

47. ANNEXURE
------VIDEOCON INDUSTRIES------
QUESTIONNAIRE
Hello! I am A.vikram, doing M.B.A final year in MEENAKSHI COLLEGE OF
ENGINEERING and am required to submit project . For the purpose, I am conducting the
survey. Will you please take a few minutes to answer some questions? I assure you that
your answers would be kept confidential.
PERSONAL DETAILS:
Name - _________________
Age -  15-25  25-35  35-50
Gender -  Male  Female
Occupation -  Student  Housewife  Business  Service
Salary - >10000 10000 – 20000 20000 – 30000 >30000
1. Which brands refrigerator and washing machines do you deal with?
 LG
 Godrej
 Whirlpool
 IFB
 Videocon
 Haier
 Tcl
 Samsung
47

48. 2. Rank the brands as per the highest sales in direct cool (single door) refrigerators?
(1- Strongly Agree, 2- Agree, 3-Neutral, 4-Disagree, 5- Strongly Disagree.)
 Samsung 1 2 3 4 5 ………………….........................
 Lg 1 2 3 4 5 ………………….........................
 Whirlpool 1 2 3 4 5 ………………….........................
 Godrej 1 2 3 4 5 ………………….........................
 Videocon 1 2 3 4 5 ………………….........................
3. Rank the brands as per the highest sales in frost free (double door) refrigerators?
(1- Strongly Agree, 2- Agree, 3-Neutral, 4-Disagree, 5- Strongly Disagree.)
 Samsung 1 2 3 4 5 ………………….........................
 Lg 1 2 3 4 5 ………………….........................
 Whirlpool 1 2 3 4 5 ………………….........................
 Godrej 1 2 3 4 5 ………………….........................
 Videocon 1 2 3 4 5 ………………….........................
4. Rank the brands as per the highest sales in semi - automatic washing machines?
(1- Strongly Agree, 2- Agree, 3-Neutral, 4-Disagree, 5- Strongly Disagree.)
 Samsung 1 2 3 4 5 ………………….........................
 Lg 1 2 3 4 5 ………………….........................
 Whirlpool 1 2 3 4 5 ………………….........................
 Godrej 1 2 3 4 5 ………………….........................
 Videocon 1 2 3 4 5 ………………….........................
48

49. 5. Rank the brands as per the highest sales in fully automatic washing machines?
(1- Strongly Agree, 2- Agree, 3-Neutral, 4-Disagree, 5- Strongly Disagree.)
 Samsung 1 2 3 4 5 ………………….........................
 Lg 1 2 3 4 5 ………………….........................
 Videocon 1 2 3 4 5 ………………….........................
 Godrej 1 2 3 4 5 ………………….........................
 Ifb 1 2 3 4 5 ………………….........................
6. Which type of refrigerators in Videocon moves faster in the market?
 Direct cool (single door) refrigerators
 Frost free (double door) refrigerators
7. Which type of washing machines in Videocon moves faster in the market?
 Semi - automatic washing machines
 Fully automatic washing machines
8. Which brand has stylish and attractive exterior finish?
 Samsung
 Lg
 Godrej
 Videocon
49

50. 9. How is the profit margin in selling Videocon products?
 Very low than other brands
 Lower than other brands
 Equal to other brands
 Higher than other brands
 Very high than other brands
10. Why do you trust Videocon?
 Good quality
 Economical pricing
 Attractive designs
 Others……………………….
11. Which company gives you more promotional offers?
 Samsung
 Lg
 Whirlpool
 Godrej
 Videocon
50

51. 12. What do you prefer to Videocon? (Tick any 1)
 Brand Name
 Quality
13. Which product in Videocon you would suggest to customers for buy the most?
 Washing Machine
 TV
 Refrigerator
 Microwave Oven
 Air Conditioner
14. Which product of Videocon comes to your mind on the hearing the name Videocon?
Washing Machine
 TV
 Refrigerator
 Microwave Oven
 Others Specify ………………………….
16. Which TV brand you prefer the most?
 Lg
 Samsung
 Panasonic
 Philips
 Videocon
 Sony
51

52. 17. Which brand A/C you prefer the most?
 Lg
 Samsung
 Videocon
 Voltas
18. Which brand refrigerator you prefer the most?
 Whirlpool
 Videocon
 Samsung
 Lg
19. Which brand microwave oven prefer the most?
 Ken Star
 Whirlpool
 Samsung
 Lg
 Videocon
20. Which promotion attracts you towards the Videocon?
 Advertisement
 Brand Name
 Logo
 Offers
52

53. 21. How do you feel while using the Videocon product?
 As a status symbol
 As a pride
 Just feeling ok
 Others Specify …………………….
22. Do advertisements make you to buy the Videocon products?
 Yes
 No
53

54. BIBILOGRAPHY
Referred books:
1. Marketing management by philip kotler 11th edition, pearson education.
2. Statistics for management by dr.p.n.arora , s.chand & cof ltd.
Websites:
1. http://ae.lgworld.com/web.main.dev
2. http://papers.ssrn.com
3. http://www.articledashboard.com/Article
4. www.marketresearch.com
5. http://www.moneycontrol.com/india/stockpricequote
54