LIST OF GRAPHS

Figure No. Page No.

1 Graph showing no.of TV sets sold per month 31

2 Graph showing popularity of TV brand 33

Among women customers
3 Graph showing the brand enjoying max.repurchase 35
4 Graph showing most popular brand in terms 37
of features

5 Graph showing popularity of TV Brand in 40

terms of price effectiveness among customers

6 Graph showing customer preferability in terms 42

of monetary benefits.

7 Graph showing customer preference in terms 44

of after sale service

8 Graph showing colour TV having latest 46

Technology

9 Graph showing different age group customers 48

who make purchase.

10 Graph showing recommendation of dealer for a 50

cheaper and better colour TV

1
11. Graph showing preference of customer in
52 terms of Sales Promotion
12 Graph showing the best CTV brand in terms of 54
Price to Quality Ratio
13 Graph showing inclination of people towards 56

Foreign brand of CTV

14 Graph showing the most selling Brand in the 58
Category of FLAT TV

2
3
 Acknowledgement

A good project requires sound knowledge of the subject concerned and skilled to make
proper use of this knowledge .I am very grateful to all those peoples who equipped us
with the right frame of mind to make us still more respective to such knowledge and skill

I am grateful and greatly indebted to Mr.Vijendra Dhyani my dissertation guide who

always provided me his valuable time and guidance at every stage of the dissertation
which aims at reducing the complexities related with the dissertation work

I am also sincerely thankful to all those persons who are involve in this dissertation work

It was a wonderful experience and a matter of pride in performing this task.

(Himanshu Maheshwari)

4
5
 EXECUTIVE SUMMARY

DISSERTATION TITLE: “Studying The Brand Perception And

Brand Penetration Of Videocon Colour Television At Dealers End.

NEED OF THE PROJECT: Today’s competitive environment compels the companies

how so ever giant they may be to capture maximum share. Thus it become
requisite for the companies to get the information regarding the prevailing
trends, tastes of the customers and look out for the areas of the improvement
so that they can deliver their best to the companies.

OBJECTIVES OF THE PROJECT: The basic objective is to achieve and exploit the
growing potential of colour television in the market of Delhi region. The
other objectives of the project are given below

1. To study the consumer buying behaviour.

2. To measure the most favoured selling brand in this category
3. Identifying the frequency of sale within a particular time unit..
4. To find out the preference of the customer on the basis of deciding factors like
price, quality,
5. To find out the areas of improvement for the company

Videocon International Limited is a premier consumer durable manufacturing company

Videocon provides a large range of the electronics goods varying from colour televisions,
audio systems, washing machines and many more. This is backed by its huge service
support infrastructure.

6
According to the market analysis of key players, Videocon needs to offer new products
and innovations in order to retain a good position in the fierce market competition. This
company has been a dominant player in consumer electronics items in the early years of
its introduction but with the turn up of foreign players like LG,Samsung there is a steep
downfall in its position and it become difficult for Videocon to retain its good position in
the market.

Company can make use of the following points for excelling over its competitors in the
market
 Knowledge of the Local Market
 Strong distribution network
 Good Brand Image
 Analysis of the changing profile of the customer
 Keeping pace with the changing technology i.e. the introduction of the recent and
innovative features in the new and the existing projects.

7
8
 Introduction to Videocon Industries Limited

VIDEOCON INTERNATIONAL LTD.

ESTABLIHED: 1982

FOUNDER: NANDLAL MADHAVLAL DHOOT

CMD: Mr. VENUGOPAL N DHOOT

ADDRESS: VIDEOCON INTERNATIONAL LTD.

CHITEGAON
DISTT. AURANGABAD

PUNCHLINE: The Indian Multinational

In 1985, through a technical tie-up with Toshiba Corporation of Japan,

Videocon International Limited launched India's first world class Color
Television. Today, Videocon International Ltd., the flagship company of
the Videocon Group, is India's leading manufacturer of Consumer
Electronic products. Fired by a passion for innovation, Videocon has kept
pace with the changing face of technology, constantly upgrading its
manufacturing facilities to incorporate advanced technology and high
standards of quality into its product range, right across the
spectrumVideocon is an Indian multinational and a global force in Consumer
Electronics, Home Appliances, Display Industry, Compressor Manufacturing, Color
Picture Tube Manufacturing and Oil and Gas.

Videocon deems it a privilege that it is in a position to prolong instances of joy and spirit
simply no pause buttons on the Videocon play.

The company has plants manufacturing different equipments at different locations

varying from Bharuch, Aurangabad, and at many other locations in India

9
 Corporate Profile

The Videocon group emerges as a USD 2.5 Billion global conglomerate continuing to set
trends in every sphere of its activities from a conference room sized assembly line in
1979.

Today the group operates through 4 key sector

 Consumer Electronics, Home Appliances & Compressor manufacturing in India

The company enjoys a pre-eminent position in terms of sales and customer

satisfaction in many of the consumer products like Colour Televisions, Washing
Machines, Air Conditioners, Refrigerators, Microwave ovens and many other home
appliances, selling them through a Multi-Brand strategy with the largest sales and
service network in India. Refrigerator manufacturing is further supported by our in
house compressor manufacturing technology in Bangalore.

 Display industry and its components

With the Thomson acquisition Videocon has emerged as one of the largest Colour
Picture tube manufacturers in the world operating in Mexico, Italy, Poland and China,
continuing to lead through new innovative technologies like slim CPT, extra slim CPT
and High Definition 16:9 formats CPT.

 Colour Picture Tube Glass

Videocon is one of the largest CPT Glass manufacturers in the world with a high level of
experience and technical expertise operating through Poland and India. Videocon will
leverage on this synergy after the Thomson acquisition to internally source glass for its
CPT manufacturing increasing efficiencies and lowering costs.

10
 Oil and Gas

An important asset for the group is its Ravva oil field with one of the lowest operating
costs in the world producing 50,000 barrels of oil per day. The group has ambitious plans
for expansion in this sector globally.

Philosophy of Videocon
No business can function in a vacuum. There is the society at large with which it engages
in innumerable transactions; the more involved the engagement, the better its qualitative
and quantitative effect on the business. Aware of this debt to society, a successful
corporate like Videocon is committed to fulfilling its obligations: both as providers of
outstanding products as well as sterling community initiatives.

They include, among others, a first-rate academic haven for the high-school education of
underprivileged girls and a 100% world-class, charitable hospital specializing in cancer
and heart surgery for the benefit of society’s marginalized sections. Videocon’s deep-
rooted commitment to environment conservation translates into process improvements
that help recycle CRT glass, curb carbon emissions and other pollutants. Among others,
the group’s India glass plant has supported a large-scale initiative like the plantation of
over 2, 00,000 teak trees.

Apart from material support, society needs spirit; that vital ingredient that makes the
difference between living life and merely existing. Videocon is inspired heavily by the
uplifting nature of sports; its power to generate mass passion, where innumerable hearts
throb as in unison; its ability to draw people together irrespective of differences in race,
religion, gender or caste. Unity of spirit and purpose is ultimately what builds bridges
between diverse cultures. This is the core belief of a group that has operations spread
over a cross-cultural milieu worldwide. Videocon supports mass sports for another
reason: at the heart of sports is fair play, a virtue that enjoys exalted status among values
cherished by Videocon.

11
The group’s sponsorship of cricketing events across the globe underlies its commitment
and passion for sports as well as its goal to uplift the spirits of a global audience.
Videocon has not forgotten the grassroots either; the Videocon School of Cricket
launched in Kolkata under the guidance of former India captain, Saurav Ganguly, aims to
inspire budding cricketers in the age group of 10 to 17 years to greater heights.

Future Plans of Videocon

To strengthen and maintain & its leadership status, the Videocon group has clearly
charted out its course for the future. Aggressive development is in full swing at the R &
D Centres to bring out state-of-the-art technologies including True Flat, Slim, Extra Slim,
Plasma & LCDs, at the earliest.

Cost rationalization processes - are in various stages - including rationalizing factories in

Europe, increasing automation and improvement of efficiency in China, accessing flass
shells from India for international CPT facilities and a lot more - are in various stages of
implementation.

Last but not the least, in the domestic market consolidation with multiple brands paves
the way for an unassailable lead in the market.

In the Oil & Gas business, having all the basic operator capabilities of a prospecting
entity, the group is looking to add more explorations and production depth as also oil
bearing assets. The group will also get into gas distribution in India significantly

12
 Videocon’s mission: a reflection of continuity and change

Videocon’s mission expression has been crafted to envelope both extant and
emerging realities:

“To delight and deliver beyond expectation through ingenious strategy,

intrepid entrepreneurship, improved technology, innovative products,

insightful marketing and inspired thinking about the future.”

A breakdown of the statement above reveals a ‘means and end’ approach, where the end
is articulated at the beginning with the means linked to it.

“To delight and deliver beyond expectation…”: the end

This segment not only underlines the importance of the ultimate goal - customer
satisfaction (‘delight’) and ultimate target - the customer, but also of intermediate
processes and principals, which have contributed to building a robust, dependable
Videocon value chain (‘deliver’). As a result of its focus on developing loyal customers
and reliable associates, Videocon is able to exceed expectations.

“…through ingenious strategy…”: the means

In the cutthroat world of today, it is only by taking recourse to advance planning and
strategy that a business can hope to survive. Although textbook strategy has its uses,
reproducing it in verbatim for the real world would be foolish because of the absence of
textbook conditions. Thus, there is a need for a bounded rationality, a spontaneity and
improvisation that is flexible enough for scenarios both imaginable and unimaginable.
Videocon’s ingenious maneuvers are actually flexi-strategy that abstracts from shifting
ground conditions and decides game-plans, or sometimes changes the rules of the game.

13
“…intrepid entrepreneurship…”: the means

An enterprise with the odds stacked against it makes great business sense. This is because
higher the obstacles, lower the number of players likely to be active in that field - thus,
fetching extraordinary returns. The only requirement is a bold and confident attitude
willing to brave the odds. Videocon’s foray into oil and gas is a bold and intrepid
endeavor that arises from immense faith on the surefooted competence of the company’s
in-house managerial talent.

“…improved technology…”: the means

Technology is no more a premium input; it has become the bare minimum in recent
years. Rapid advances have only fuelled this phenomenon. Videocon is extremely
vigilant in shunting out dated technology and replacing it with the best-in-class offers of
the times.

“…innovative products…”: the means

Product development, innovation and customization are the tools Videocon uses to stay
ahead of the competition. This is because a continuous stream of innovative products
excites the market and enhances brand recall. A strategy that Videocon banks on a lot,
especially on the domestic front.

“…insightful marketing…”: the means

The market share battle scene has long shifted from technology and processes to the
psyche of the customer. This means that those with deeper insights into the elusive mind
of the buyer are likely to dominate. Videocon is reinforcing marketing strengths to read
better the pulse of the market and

14
The Videocon Group Profile

15
16
Consumer Durable Industry in India

With Indian economy increasingly witnessing structural transformation from a rural,

agricultural one to more urban industrialized one, consumer durable goods sector is fast
emerging as an important segment of the economy.
Consumption of manufactured consumer goods is recognized as one of most widely
accepted measures of standard of living and quality of life. Consumer goods
manufacturing industry provides the driving force for stimulating rapid economic growth.
The growth rate of manufacturing and consumer goods industry normally surpasses that
of agriculture and service sectors. It is for this reason that the manufacturing and
consumer goods durable industry is considered the backbone of economy.

BACKGROUND

Prior to liberalization, the Consumer Durables sector in India was restricted to a handful
of domestic players like Godrej, Allwyn, Kelvinator and Voltas. Together, they
controlled nearly 90% of the market. They were first superceded by players like BPL and
Videocon in the early 1990s, who invested in brand-building and in enhancing
distribution and service channels. Then, with liberalization came a spate of foreign
players from LG Electronics to Sony to Aiwa.

Rs 23,000-crore consumer durables industry can be divided into two types: consumer
electronics and consumer utilities. Consumer electronics is basically entertainment
systems like television, VCRs, audio systems and home theater systems. Consumer
utilities are other household appliances like refrigerators, washing machines, air
conditioners, food processors, and vacuum cleaners. On most third world countries,
consumer durables like the refrigerator and television are most popular. Out of these, the
television segment is undoubtedly the largest segment. Products in the white goods
segment come next to the CTVs in the purchasing hierarchy of the Indian consumer

17
Over the years, demand for consumer durables has increased with rising income levels,
double-income families, changing lifestyles, availability of credit, increasing consumer
awareness and introduction of new models. Products like air conditioners are no longer
perceived as luxury products. According to Indian Readership Surveys (1999-2005) the
following durable categories have registered a healthy double-digit growth.

Durable Categories Growth Rate (1999-2005)

Television Sets 19%
Washing Machine 17%
Refrigerators 14%

Source: Indian Readership Surveys (1999-2005)

While TV draws its share from both urban and rural refrigerators and washing machines
are still inclined towards urban.

Current Scenario of the Consumer Durable Industry

Most of the segments in this sector are characterized by intense competition, emergence
of new companies (especially MNCs), and introduction of state-of-the-art models, price
discounts and exchange schemes. MNCs continue to dominate the Indian consumer
durable segment, which is apparent from the fact that these companies command more
than 65% market share in the colour television (CTV) segment.

Supply growth is high across all the segments. But the organized sector has gained
substantial market share from the unorganized segment in recent years.

18
 Cyclical and seasonal. Demand is high during festive season and is generally dependent
on good monsoons. There are certain factors in the consumer durables industry, which
are considered as demand drivers. They are:

1. The degree of distribution network in the market.

2. The advertising and marketing strategy adopted by the players in the industry.
3. The brand image of the product as perceived by the consumer.
4. The technology used by the company viz. state-of-art technology or an older
version.
5. The ability of the company to introduce newer products and newer product
features
6. The capability of the company to service its products 'The discount schemes
and consumer finance facility available
7. The market positioning of the product
8. The cost competitiveness and pricing strategy of the company
9. The financial strength of the players

INDUSTRY SIZE

Rs 23,000-crore consumer durables industry can be divided into two types:

consumer electronics and consumer utilities. Consumer Electronic industry has a size of
around Rs. 102 billion. The Indian television industry has a size of around Rs 100
billion, comprising colour television (CTV) of Rs 95 bn and B&W TV market of Rs 5 bn
and other markets (primarily video equipment) of Rs. 4-6 billion. In terms of volumes,
the CTV market was estimated at 10 million units and the B&W TV market at 3 million
units during calendar year 2005.

Colour Television Industry in India

19
The television industry started in India in 1970 with the production of B&W TV sets. The
initial TVs were all 20-inch (or 51-cm) sets. For 13 years, this was the only size offered in
the B&W TV market, till 14-inch TVs were launched in 1984. . The Government policy on
B&W TVs in the initial period was characterized by licensing of manufacturing units for
capacity in excess of 10,000 per annum and encouragement to the small sector industry (SSI)
sector to set up production facilities with capacities in the range of 2,500-5,000 per annum.
The year 1983 saw the removal of restriction on capacity expansions and of the ceiling on
capacity to be licensed, although the restrictions on foreign technology continued. A notable
development was the launch of the 14-inch B&W TVs in 1984, which evoked an even better
response from the market, especially since they were affordable for households in the lower
economic strata, in both rural and urban areas.

The birth of CTV in India can be traced to the Asian Games (ASIAD) held in New Delhi in
1982. There was a huge demand for color televisions all through the 80s. In 1984-1985, the
color television industry was growing at an astounding rate of 140.3%. However, in 1985-86,
it fell to 68.6%, 15% in 1988-89 and finally in the year 1989-90 it touched a rock bottom
level of 5%. The sales of color televisions increased from 16.8% in 1992-93 to about 21.6%
in 1993-94 to 27.9% in 1996-97 due to the cricket World Cup in 1996. In 1999-2000, the
growth rate escalated to 32.5

After the ASIAD, Doordarshan Kendras were set up in many parts of the country. The
euphoria over cricket following India's victory in the Prudential World Cup in 1983 and in
the Benson and Hedges cricket championship in Australia in 1985 (with the high-quality
telecast of Channel Nine) provided a great impetus to CTV demand. The Government
encouraged this sector, and various State Governments came up with their own TV
companies like Uptron, Keltron and Meltron. Older players in the B&W TV market, like
Weston, Dyanora and Televista, also diversified into CTVs. By 1989, there were around
200 players in the market including the local and established players.

The second phase of CTV growth came on the heels of the 1991-initiated economic
liberalization programme, after which there was a reduction in both excise and import duties.
Simultaneously, with the opening up of Indian skies to foreign satellite channels in 1991-92

20
and the coming of cable TV, the demand for TVs grew further. This was also the period
when private and more aggressive domestic players like Videocon, BPL and consolidated
their presence in the CTV market through their focus on both product promotion and
technology--the latter through collaborations with international bigwigs (BPL with Sanyo,
Japan, Mirc Electronics with JVC, Japan, and Videocon with National, Japan). Since
the mid-1990s, the Indian TV market has witnessed the entry of global brands like Akai,
Aiwa, Sansui, LG, Samsung and Toshiba. At present, while LG and Samsung operate
through fully-controlled Indian operations, the Akai, Sansui and Toshiba brands are
marketed by Videocon (Akai was initially with Baron International, and later sold to
Videocon). Aiwa is now a subsidiary of Sony. The other multinationals (including Sony,
LG, and Samsung) entered on their own and quickly captured the imagination of the market
with innovations in product quality and features.

INDIA V/S GLOBAL

The penetration levels of televisions in India is just 24% as compared with 98% in
China, 11% in Brazil, 235% in France, 250% in Japan and 333% in US

In the west, the colour television is replaced after every 2-3 years,
for us Indians, the period of replacement varies between 10-12
years."

PLAYERS AND MARKET SHARE

The major brands in the Indian CTV industry are LG, Samsung, BPL, Onida, Videocon,
Onida, Sansui, Sony, Akai, Aiwa, Philips, Panasonic, Sharp, Thomson and Daewoo.
Competition has also intensified with Chinese consumer electronics player Haier, German
company G-Hanz and Japan's Hitachi having leaped into the colour TV market. The
companies marketing their CTV products under these brands are as follows:

21
 Company Brands
BPL Limited BPL
Videocon International Limited Videocon, Akai, Sansui, Toshiba
Mirc Electronics Limited Onida and Igo
Sony India Private Limited Sony
LG Electronics India Limited LG
Samsung India Electronics Limited Samsung
National Panasonic India Panasonic
Limited/Matsushita Television and Audio
Private Limited
Kalyani Sharp India Limited Sharp
Thomson Consumer Electronics India Thomson
Limited

The Indian television industry has a size of around Rs 100 billion, comprising colour
television (CTV) of Rs 95 bn and B&W TV market of Rs 5 bn. The top four players (LG,
Samsung, Videocon group and Onida) have consolidated their position. Today, they account
for 69 per cent of the market, up from 43 per cent a couple of years ago. Two or three factors
have caused this change. BPL, once a leader with over 20 per cent market share, has dropped
to 5.2 per cent. Second, multinationals brands like Sony, Panasonic, Thomson, and Sharp
have lost ground. Third, regional brands like Oscar, Texla, Weston, and Beltek have lost
market share. The reason behind this is that the consumer electronic and the CTV market is
characterized by continue innovation and use of state of art technology, which these
companies have been unable to keep pace.

22
DEMAND SUPPLY SCENARIO IN INDIA

The Indian television market is one of the fastest growing markets (in terms of volumes)
amongst the developing markets in the World. The domestic demand for color televisions
in India was around 10 million sets per year in 2005 and it is expected to increase about
15 million in 2006 approximately. Demand for consumer durables continues to be a
seasonal phenomenon, with heavy purchases being made during the harvest, festive and
wedding seasons-from April to June and from October to November in the northern parts
of India, and October to February in the southern parts of the country.

India’s colour TV industry reached a milestone when the sale crossed over 1 million
colour TVs in a single month during October 2003. The flat TV segment has constantly

23
improved its share in the overall colour TV sales. Advanced features like, PIP, built in
video games, surround sound, high sound output, etc., are being provided to attract the
customers. Production of flat TVs is estimated over 1 million nos. With the decline in
prices of flat colour TVs, there has been almost 100 per cent growth in the sales. While
entry level 21 inch flat TV was sold at less than Rs. 10,000, the conventional colour TVs
sets of 20 inch and 21 inch size were available in the range of Rs. 7000-8000 in the low
end models. However, the growth of production in conventional colour TVs has been
about 15% by volume. Starting up of one more one more indigenous CPT (colour Picture
Tubes) manufacturing unit is expected to start commercial production of flat CPTs. This
may lead to further reduction in prices of flat colour TV sets. Demand for B&W TVs
continued to decline further as most of the units in the organized sector have withdrawn
from this segment.

24
COLOUR TELEVISION IN URBAN & RURAL INDIA

In a survey conducted in the year 2005 over colour television in the rural households
which takes into account approximately the 24 million households the findings are

1) In the top 5 million households, in affluence terms, 96 percent of households have

color televisions (2) In the next 7 million households, penetration of color TVs is 69
% (3) In the next tier of affluent households - numbering approximately 12 million
- 50 percent own color TVs

Rural India too is set to see an increase in the number of high-income households. An
additional 4.6 million high-income households and 13 million middle-income households
by 2006 to 2007 will take the number of rural households from 122.8 million to 139
million. This constitutes a huge opportunity for marketers - 60 million households or 300
million consumers with the capacity to buy television and other products is an attractive
market for any global player. And it seems that global appliance players who have
established brands in the Indian market are likely to benefit from this great big push
towards consumerism

NCAER’s The Great Indian Middle Class Survey: A few interesting finding:

1. Total number of urban households will increase from 49 million to 60 million by

2006 to 2007. The number of urban households in the high-income group will
increase by 8.6 million by the year 2006 to 2007, and by 7.3 million in the upper-
middle-income group.
2. By 2005-2006, the number of these rich households would increase by 250per
cent to 1, 40,000 by 2010. They are expected to grow from 0.2% in 1995-96 to
1.7% in 2010.
3. Middle class will rise to 12.8%, from the current 2.8%.

25
26
In this research, I have focused on determining the market share captured by different

Brands in the colour television category which will help the company in the future,

expansion of its product line and will also help the company to study the different

perceptions of the customer about colour television which will be helpful for the

company in getting the pulse of the market and customers.

Research Problem: In today’s competitive market each and every company is trying

hard to increase its market share and to become atop player in the market.

The research problem undertaken is to get the review of the market already captured by

the different brands under colour television category and to find out the untapped area

which can prove beneficial for the company in increasing its market share and get an

edge over its competitors in the process.

Research Design: A research design specifies the method and procedures for

conducting a particular study. It can broadly be defined grouped as Exploratory Research,

Descriptive Research and Causal Research.

An Exploratory Research is a preliminary investigation, which does not have a rigid

design &focuses on the discovery of the new ideas.

A Descriptive Research is a well structured study undertaken when the researcher wants

to know the characters tics of certain group.

A Causal Research is undertaken when the researcher is interested in knowing the cause

effect relationship between two or more variables.

27
In this research the descriptive research is used to analyze the different outlets that

answer “who, what, when, where and how” of the subject under investigation.

DATA COLLECTION METHOD:

The data is being collected from both primary & secondary sources of data.

PRIMARY DATA:

The primary data consist of all those data which are collected at first hand either by

researcher or by someone else especially for the purpose of the study.

The primary data in this research is collected from questionnaire.

I personally visited all the outlets in the specified region and got the Questionnaire filled.

SECONDARY DATA:

The secondary data consist of all those data which have been gathered earlier for some

other purpose. The major source of secondary data in this research is collected from

Magazines, company itself & Internet.

POPULATION PLAN:

The data is collected from each outlet which is dealing in the colour television i.e. in the

area of South Delhi. Hence, census survey is conducted.

POPULATION SIZE:

The total number of dealers visited in the South Delhi area for the purpose of collecting

the information is 85

28
UNIT OF ANALYSIS:

In this research, I have focussed on all the outlets that keep electronic items mainly the

colour televisions varying in all sizes

RESEARCH INSTRUMENTS:

Questionnaire (Dealer Oriented)

The Questionnaire is designed to find out the detailed information from the outlets such

as:

 The most easily available brand in the colour television.

 The different attributes which are looked in by the customer at the time of purchase of

the product.

 The price range in which most of the customers are likely to make the purchase.

 The number of Colour TV sets sold by a dealer on an average in a specified time

 The Colour TV brand which is repurchased most among certain given brands.

29
30
1. What is the number of T.V sets sold per month?

• 1-15 colour TV sets

• 16-30 colour TV sets
• 31-45 colour TV sets
• >45 colour TV sets

>45 1-15

16-30

31-45

31
Number of T.V sets sold per Frequency Percent
month

1-15 3 3.5

16-30 13 15.2

31-45 29 34.11

>45 40 47.05

Total 85 100.0

Majority of the sample consisted of the dealers, which had a sale of more
than 45 CTV sets in a month. The reason for this is that demographics of
south Delhi is such that people have buying potential and majority of the
residents in this part of Delhi are middle and higher middle class people.
Only 18% of the dealers in the sample had sales up to 30 sets these
dealers are in the areas like Munirka, Devli which are not developed and
are not developed up to the mark.

32
2. WHICH BRAND OF CTV IS POPULAR AMONG CUSTOMERS?
• LG
• SAMSUNG
• VIDEOCON
• ONIDA
• SONY
• SANSUI
• OTHERS

others

sony

onida

videocon

lg

samsung

33
 Which brand of CTV is Frequency
popular among customers Percent

LG 47 55.3

SAMSUNG 21 24.6

VIDEOCON 5 5.9

ONIDA 2 2.4

SONY 5 5.9

OTHERS 5 5.9

Total 85 100.0

56% of the respondents said that LG is the most popular brand among
customers and Samsung is among the second most popular brands. The
reason for the popularity has been its aggressive sales strategy,
advertisements and the promotional techniques like free DVD player and
Exchange your old T.V set.

34
3. WHICH CTV BRAND ENJOYS MAXIMUM REPURCHASE
BEHAVIOUR?
• LG
• SAMSUNG
• VIDEOCON
• ONIDA
• SANSUI
• SONY
• OTHERS

others

sony

sansui

onida

videocon

lg

samsung

35
 Percent
Which CTV brand you Frequency
prefer selling?

LG 45 52.9

SAMSUNG 17 20.0

VIDEOCON 6 7.1

ONIDA 3 3.5

SANSUI 1 1.2

SONY 8 9.4

OTHERS 5 5.9

Total 85 100.0

Out of a sample of 85 respondents 53% of the dealers said that LG is the

brand, which they prefer selling, the main reason for this is that there is
no complaint in the T.V sets and company offers good commission to the
dealers. Moreover the company has good promotional techniques like free
gifts and exchange schemes

36
.
4. WHICH CTV IS POPULAR IN TERMS OF BETTER FEATURES
AVAILIBILTY LIKE FLAT SCRREN, SURROUND SOUND,
CHILD LOCK, WITH CUSTOEMRS?
• LG
• SAMSUNG
• VIDEOCON
• ONIDA
• SANSUI
• SONY
• OTHERS

others

sony

sansui

onida

videocon

lg

samsung

37
Which CTV is popular in
terms of better feature? Frequency Percent(%)

LG 48 56.5

SAMSUNG 17 20.0

VIDEOCON 2 2.4

ONIDA 3 3.5

SANSUI 2 2.4

SONY 8 9.4

OTHERS 5 5.9

Total 85 100.0

57% dealer’s response was that LG sets have better features as compared
to the others. LG Golden eye is the main feature for the popularity of LG
sets moreover the sound and the video quality is superb. 20% of the
dealer’s response was in favour of Samsung.

38
5. WHICH CTV BRAND IS POPULAR IN TERMS OF PRICE
EFFECTIVENESS AMONG CUSTOMERS?
• SONY
• VIDEOCON
• SAMSUNG
• ONIDA
• SANSUI
• LG
• OTHERS

others sony

lg
videocon

sansui

onida

samsung

39
Which CTV is popular
in terms of price Frequency Percent
effectiveness

SONY 2 2.4

VIDEOCON 27 31.8

SAMSUNG 22 25.9

ONIDA 8 9.5

SANSUI 3 3.5

LG 18 21.2

OTHERS 5 5.9

Total 85 100.0

Videocon is the brand, which enjoys the customer preference in terms of

the price effectiveness. Price effectiveness means availability of the
maximum features at low price. Videocon and Samsung brands are low
priced as compared to the others.

40
6. HOW WOULD YOU RATE THE CUSTOMER
PREFFERABILITY IN TERMS OF MONETARY BENEFITS?
• ONIDA
• SAMSUNG
• SANSUI
• LG
• VIDEOCON
• SONY
• OTHERS

others onida
sony

videocon

samsung
lg

sansui

41
 Which CTV is
popular in terms of
monetary benefit to
the customers

Frequency Percent

ONIDA 4 4.7

SAMSUNG 42 49.4

SANSUI 3 3.5

LG 20 23.5

VIDEOCON 5 5.9

SONY 6 7.1

OTHERS 5 5.9

Total 85 100.0

50% of the dealer’s response was that Samsung Colour TV is popular in

terms of monetary benefit to the women customers. Samsung CTV gives
best value for the customer’s money. In this case monetary benefits means
the prizes, discounts provided by the company to the customers at the time
of the sale and also after completing the sale .

42
7. HOW DO YOU RATE CTV`S HIGHEST PREFFERNCE IN
TERMS OF AFTER SALES SERVICES AMONG CUSTOMERS?

• SAMSUNG
• LG
• SONY
• SANSUI
• ONIDA
• VIDEOCON
• OTHERS

others

onida

sansui

sony

samsung

lg

43
 Which CTV has best Frequency Percent
after sales service

SAMSUNG 36 42.4

LG 31 36.5

SONY 9 10.6

SANSUI 2 2.4

ONIDA 2 2.4

OTHERS 5 5.9

Total 85 100.0

Lg and Samsung was the response of dealers when they were asked about
the sales service. They replied these companies have same day service or
they take maximum 24 hours. This is one of the main reasons for the
popularity of foreign brands over Indian brands like Videocon, onida and
BPL.

44
 8. WHICH CTV HAS THE LATEST TECHNOLOGY?

• LG
• SAMSUNG
• VIDEOCON
• ONIDA
• SONY
• SANSUI
• OTHERS

others
videocon

lg

samsung

onida

sony

45
 Which CTV has the Percent
latest technology Frequency

SAMSUNG 31 36.5

SONY 33 38.8

ONIDA 5 5.9

LG 9 10.6

VIDEOCON 2 2.4

OTHERS 5 5.9

Total 85 100.0

LG and Samsung was the response of dealers when they were asked about
the sales service. They replied these companies have same day service or
they take maximum 24 hours. This is one of the main reasons for the
popularity of foreign brands over Indian brands like Videocon, Onida and
BPL.

46
 9. WHAT IS THE AGE GROUP OF CUSTOMERS WHO COMES TO
YOUR SHOP FOR BUYING CTVS?

• 20-30 Years
• 30-40 Years
• 40-50 Years
• >50 Years

>50
40-50 20-30

30-40

47
 What is the age
group of persons
who comes to your
shop for buying
CTV?

Frequency
Percent

20-30 3 3.5

30-40 49 57.6

40-50 32 37.6

>50 1 1.2

Total 85 100.0

Out of 85 respondents’ 49 dealers response was that people between the

age group of 30-40 years are the purchasers or the decision makers in the
process of buying a colour television.

48
 10. WHICH BRAND WOULD YOU RECOMMEND TO SOMEONE WHO
WANTS A CHEAPER AND BETTER CTV?

• LG
• SAMSUNG
• VIDEOCON
• ONIDA
• SANSUI
• SONY
• OTHERS

others

sony

sansui

onida

videocon lg

samsung

49
 What brand would
you recommend to
someone who says Frequency Percent
he wants cheaper
and better CTV

LG 39 45.9

SAMSUNG 21 24.7

VIDEOCON 10 11.8

ONIDA 5 5.9

SANSUI 2 2.4

SONY 3 3.5

OTHERS 5 5.9

Total 85 100.0

46% of the dealers recommended LG as the brand, which is cheaper and

better, the prime reason for this is that the LG has lowest prices and good
features like golden eye and 28% of the dealers recommended Samsung as
the favorite brand under this category.

50
11. WHICH BRAND IS MOST PREFFERED IN TERMS OF BETTER
SALES PROMOTIONS BY CUSTOMER?

• LG
• SAMSUNG
• VIDEOCON
• ONIDA
• SONY
• SANSUI
• OTHERS

others

onida videocon

sansui

sony

samsung

lg

51
 What brand would
you recommend to
someone who says
he wants good Frequency Percent
feature packed model

VIDEOCON 11 12.9

SAMSUNG 28 32.9

LG 23 27.1

SONY 12 14.1

SANSUI 2 2.4

ONIDA 4 4.7

OTHERS 5 5.9

Total 85 100.0

33% of the dealers voted for Samsung as a good feature packed model the
reason for this is that all the features of other brands are available in
Samsung and the price is also not too much. 27% of the dealers voted for
Lg as a good feature packed model.

52
 12. WHICH CTV BRAND HAS THE BEST PRICE TO QULAITY
RATIO?
• LG
• SAMSUNG
• VIDEOCON
• ONIDA
• SONY
• SANSUI
• OTHERS

others

sony

sansui

onida
videocon

lg
samsung

53
 Which CTV brand has
the best sales Frequency Percent
promotional tool

LG 48 56.5

SAMSUNG 24 28.2

VIDEOCON 2 2.4

ONIDA 2 2.4

SANSUI 2 2.4

SONY 2 2.4

OTHERS 5 5.9

Total 85 100.0

Out of 85 respondents 56.5% respondents voted that LG has best sales

promotional strategy; they have an aggressive sales campaign, and
aggressive ad campaigns the company is coming out with great offers like
free DVD player on the purchase of the sets and exchange schemes.

28.2% of the dealers said that Samsung has best sales promotional
strategy and they said company does it by T.V ads, and their current
scheme “gol do flat lay jayo” which is a big hit.

54
 13. WHAT PERCENTAGE OF PEOPLE HAS AN INCLINATION
TOWARDS FOREIGN BRANDS?

• <10%
• 10-25%
• 25-40%
• 40-50%
• >50%

<10%

10-25%
25-40%

40-50%

>50%

55
 What percentage of
people have an
inclination towards Frequency Percent
foreign brands

<10% 2 2.4

10-25% 3 3.5

25-40% 4 4.7

40-50% 18 21.2

>50% 58 68.2

Total 85 100.0

Out of 85 respondents 58 respondents said that more than 50% of people have an
inclination towards foreign brands. The main reason for this is that the features of these
foreign brands are superb they are not even comparable with Indian brands moreover the
technology is great and the price of LG and Samsung is also less equivalent to Indian
brands like Videocon, onida and BPL

56
14. ACCORDING TO YOU WHICH COMPANY SELLS MOST T.F.TS
(TRUE FLAT TELEVISIONS)?

• LG
• SAMSUNG
• VIDEOCON
• ONIDA
• SONY
• SANSUI
• OTHERS

others

sony

sansui

onida

videocon lg

samsung

57
 According to you
which company sells
most T.F.T (true flat
televisions) Frequency Percent

LG 37 43.5

SAMSUNG 27 31.8

VIDEOCON 4 4.7

ONIDA 2 2.4

SANSUI 1 1.2

SONY 9 10.6

OTHERS 5 5.9

Total 85 100.0

Out of 85 respondents 75% of the respondents voted for LG and Samsung,

the main reason for this is that these are foreign brands and people trust
these brands due to their good service and good features. Moreover the
price of their TFTs is less comparable to Indian brands unlike Sony, which
is priced very high in this category.

58
59
 1. Khan Market

 No Indian brands in Khan Market.

 Commission available to dealers is high on the foreign brand
is the prime reason for keeping these brands.

Penetration of Videocon CTV(per 100 sales)

40 36
28
30
Sales

20 16
10
10 7
3
0
LG samsung sony philips panasonic videocon
Brands

2. Sarojini Nagar

 All major CTV foreign brands are available in the Sarojini nagar.
 Sony, Samsung, Lg have their exclusive showrooms.
 Penetration of Indian brands like Videocon, Onida, BPL is almost
zero.

Penetration of Videocon CTV(per 100 sales)

40 33
26
30
Sales

20 14
9 8 5 5
10
0
ng

on
ic
ny

ps
LG

l
bp
on
su

so

oc
ili
ph

s
m

de
na
sa

vi
pa

Brands

60
 3. R.K Puram

 Biggest CTV market in South Delhi area.

 All CTV brands are available in R.K Puram.
 Indian brands like Videocon, BPL, Onida have a market share
of around 20%.

Penetration of Videocon CTV(per 100 sales)

40 33 30
30
Sales

20 8 8 6 6 7
10 2 2
0

on
ps

a
ny

ui
LG

ng

bp
ni

id

ns
i li

oc
so

so
su

on
ph

sa
de
m

na
sa

vi
pa

Brands

4. Mehrauli

 50% of the dealers in the area have local brands like cityline.
 Mehrauli is a high potential market with a huge customer base.
 Penetration of Indian brands is impressive.
 Brands like Philips, Panasonic do not exist in this market.
 Dealers are ready to keep brands if good commission is given to
them.
 Brands like Videocon and BPL are popular after local brands.

61
 Penetration of Videocon CTV(per 100
sales)

40 25 30
30
Sales

11 15
20 9 8
10 2
0
ng

s
ui
ny

on
LG

l
bp

nd
ns
so
su

oc

ra
sa
m

de

lb
sa

vi

ca
lo
Brands

5.Badarpur/Aali village
 All major brands are available
 Prices are less as compared to other parts of the south Delhi area
 The main reason for the low price is the tax difference.
 People from Faridabad usually come here to buy CTVs due to low
price.
 All companies can position their brands strongly in this area due to
high sales.
 There is also penetration of small brands like citizen and texla.

penetration of videocon CTV (per 100 sales)

23 20
25
20 13 12 12 10
sales

15 8
10 2
5
0
samsung

citizen
panasoni

philips
sony

videocon

onida
lg

brands

62
SOUTH EXT.

 Only foreign brands are available in these shops.

 Brands like Panasonic ands Philips have the highest sales.
 No sale of Indian brands
 There is a huge potential in this area if the companies have their
exclusive showrooms.

Penetration of videocon CTV(per 100 sales)

50 39
40 35
26
sales

30
20
10
0
samsung panasonic philips
brands

7. LAJPAT NAGAR

 Foreign brands like Lg, Samsung and Sony are popular in the area.
 There is less penetration of Indian brands like Videocon, onida etc.
 Lg, Sony has their exclusive showrooms which have a sale of
around 250 CTV sets pert month.
 There is good potential for Indian brands.
 LG is the most popular brand in the region.
 Customers in this region have liking for Indian brands as well as
foreign brands.

63
 Penetration of videocon CTV(per100 sales)

40
30
sales

20
10
0
samsung lg videocon bpl onida sony
brands

8. YUSUF SARAI

 Second biggest CTV market in south Delhi after R.K Puram

 All CTV brands are available in this market
 Penetration of Indian brands is less
 Lg, Samsung, Sony have their exclusive showrooms

Penetration of videocon CTV (per 100 sales)

28
30 20
25 15
20 13
sales

15 11 8
10 5
5
0
lg

ny

on

ui
s
ng

c
ilip

ni

ns
so

c
su

so

eo
ph

sa
m

na

vid
sa

pa

brands

64
9. KALKAJI

 All CTV brands are available in this market

 Penetration of Indian brands is less
 Lg, has its exclusive showroom

Penetration of videocon CT V(per 100 sales)

30 24
25 18
20 12
Sales

15 11 9 8
10 5 3 5 3 2
5
0
lg

ny

tho i
p
i da
pa i ps

ui

on
n
g

vid ic

ar

ak
ns
un

co
so

ms
on
il

sh
so
ph

sa
ms

eo
na
sa

B ran d s

10. MALVIYA NAGAR/ SAKET/ KHANPUR

 Huge market for CTV

 Only foreign brands are there
 Potential exists for Indian brands due to demographics of this area
 LG is the market leader in the area

65
 Penetration of Videocon CTV(per 100
sales)

40 32
Sales

30 23
16 15 14
20
10
0

ic
ng

ps
ny

on
lg

su

ili
so

s
ph
m

na
sa

pa
Brands

.VASANT KUNJ/ MUNIRKA

 There are fewer dealers in the area as compared to size of the

population.
 Penetration of Indian brands is very-very less
 LG and Samsung are the brands which have highest sales
 The dealers under this area are B category dealers.

Penetration of Videocon CTV (per 100 sales)

40 35
31
30 26
Sales

20
8
10
0
lg samsung sony bpl
Brands

66
MADANGIR/ DAKSHINPURI

 All major Indian and foreign CTV brands are available in this area.
 Penetration of Indian brands especially Videocon is impressive.

Penetration of Videocon CTV(per 100 sales)

18
20 15
15 9 11 9
Sales

6 6 8 7
10 5 4
5 2
0

n
ng

ui
ny

da p
on

ps
s a lg

oo
bp

so

ni
ar
id

ns
so
su

i li
oc

ew

so
on

sh
om

sa

ph
m

de

na
th
vi

pa
Brands

13.BHOGAL/ASHRAM/DEVLI/TUGLAKABAD

 Two or three dealers present in one area

 Indian brands hold upper edge over the foreign brands.
 Brands like Videocon, Onida and BPL have good sales.

Penetration of Videocon CTV (per 100 sales)

22
25 17 15 17
20 14
Sales

15 8 7
10
5
0
on

s
a

c
l
lg

ng

bp

ili p
id

ni
oc
su

so
on

ph
de
m

na
sa

vi

pa

Brands

67
68
Based on the thorough analysis of the findings from the primary data the
following suggestions are proposed:

1. To compete with the existing foreign players Videocon should focus

on the media planning like placing its advertisement in T.Vs,
newspapers and magazines so that people are aware about the
various products of the company.

2. Videocon should focus on the sales service of its T.V sets like the
foreign companies gives the same day or within 24 hours service to
its customers.

3. Videocon should introduce new and better promotional schemes for

its T.V sets like exchange offers, free gifts, finance schemes and
extended warranty as offered by other companies.

4. Company should organize road shows, sponsor various events like

charity matches etc and should try to link itself to Indian sports

5. South Delhi is the big market for T.V manufacturing companies as

the residents in this part of the area has good buying potential;
Videocon can position itself strongly in areas like Munirka, Aali,
Tigri where people still buy local brands.

6. Company should open its exclusive outlets in the areas like South
Ext, Kalkaji, and R.K Puram where the sale of T.V sets is
maximum.

7. Company should identify potential dealers in this region who can

sell their products.

69
8. Company should introduce T.V sets with additional features like
Golden eye offered by LG, Radio T.V offered by onida etc.

9. The main target customers for the company should be those people
who are replacing their old T.V sets or customers in the rural area
who are switching to the color televisions.

10. Problem Areas: Some of the reason Attributable to Industry are as follows:
• Inadequate stress on R&D
• Quality - Yet an issue
• After Sale Service & Customer Satisfaction

These are certain basic problems of the colour television industry the
company must try to get rid of all the above mentioned problems which will
help it to excel in the highly competitive environment.

11. Videocon should position itself as an Indian brand meant

exclusively for Indians.

12. Taking the overall growth of the company another step which
can help in the development of the company is raising the number of
colour television which are exported i.e. increasing the exports.

70
71
 LIMITATIONS OF RESEARCH

1) The findings of the study are subject to time and cost consideration.

2) Due to wide area of the markets it was possible to cover each and every retail
shop, hence only a few shops were covered.

3) Few outlets did not entertain the researcher at all.

4) The study was confined to a specific region. Thus it may not represent the actual
status of the whole Delhi.

5) The study is totally based on the opinion of the Retailers (which can be biased)
and therefore cannot be supposed to give the true picture of the market.

6) The such had to be completed in a specified time which is Not enough to cover
the market of Delhi, so time was the constraints in conducting the study.

72
73
 Questionnaire
Name of the Shop:
Proprietors Name:
Location:

1) What is the number of T.V sets sold per month?

• 1-15 colour TV sets

• 16-30 colour TV sets
• 31-45 colour TV sets
• >45 colour TV sets

2) WHICH BRAND OF CTV IS POPULAR AMONG CUSTOMERS?

• LG
• SAMSUNG
• VIDEOCON
• ONIDA
• SONY
• SANSUI
• OTHERS
3) WHICH CTV BRAND IS, ENJOYS MAXIMUM REPURCHASE
BEHAVIOUR?

• LG
• SAMSUNG
• VIDEOCON
• ONIDA
• SANSUI
• SONY

74
• OTHERS

75
4. WHICH CTV IS POPULAR IN TERMS OF BETTER FEATURES
AVAILIBILTY LIKE FLAT SCRREN, SURROUND SOUND,
CHILD LOCK, WITH CUSTOEMRS?

• LG
• SAMSUNG
• VIDEOCON
• ONIDA
• SANSUI
• SONY
• OTHERS
5. WHICH CTV BRAND IS POPULAR IN TERMS OF PRICE
EFFECTIVENESS AMONG CUSTOMERS?

• SONY
• VIDEOCON
• SAMSUNG
• ONIDA
• SANSUI
• LG
• OTHERS

6. HOW WOULD YOU RATE THE CUSTOMER

PREFFERABILITY IN TERMS OF MONETARY BENEFITS?

• ONIDA

• SAMSUNG
• SANSUI
• LG
• VIDEOCON
• SONY
• OTHERS

76
7. HOW DO YOU RATE CTV`S HIGHEST PREFFERNCE IN
TERMS OF AFTER SALES SERVICES AMONG CUSTOMERS?

• SAMSUNG
• LG
• SONY
• SANSUI
• ONIDA
• VIDEOCON
• OTHERS
8. WHICH CTV HAS THE LATEST TECHNOLOGY?

• LG
• SAMSUNG
• VIDEOCON
• ONIDA
• SONY
• SANSUI
• OTHERS

9. WHAT IS THE AGE GROUP OF CUSTOMERS WHO COMES

TO YOUR SHOP FOR BUYING CTVS?

• 20-30 Years
• 30-40 Years
• 40-50 Years
• >50 Years

77
10. WHICH BRAND WOULD YOU RECOMMEND TO THE
CUSTOMER WHO WANTS TO BUY A CHEAPER AND
BETTER CTV?

• LG

• SAMSUNG

• VIDEOCON
• ONIDA
• SANSUI
• SONY
• OTHERS

11. WHICH BRAND IS MOST PREFFERED IN TERMS OF

BETTER SALES PROMOTIONS BY CUSTOMER?

• LG

• SAMSUNG

• VIDEOCON
• ONIDA
• SONY

• SANSUI

• OTHERS

78
12. WHICH CTV BRAND HAS THE BEST PRICE TO QULAITY
RATIO?
• LG
• SAMSUNG
• VIDEOCON
• ONIDA
• SONY
• SANSUI
• OTHERS

13. WHAT PERCENTAGE OF PEOPLE HAS AN INCLINATION

TOWARDS FOREIGN BRANDS?

• <10%

• 10-25%

• 25-40%

• 40-50%

• >50%

14. ACCORDING TO YOU WHICH COMPANY SELLS MOST T.F.TS

(TRUE FLAT TELEVISIONS)?

• LG
• SAMSUNG
• VIDEOCON
• ONIDA
• SONY

79
• SANSUI

• OTHERS

80
 BIBLIOGRAPHY

www.google.com

www.etstrategicmarketing.com

www.indiainfoline.com

www.economictimes.com

www.businessstandard.com

Marketing Management Prof Philip Kotler

Marketing Research G.C.Beri

Different magazines and Journals

81