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2. Department of Business Administration
P.B.R VISVODAYA INSTITUTE OF
TECHNOLOGY & SCIENCE
(AFFILIATED TO JNTU, A & ACCREDITED BY AICTE)
KAVALI – 524 201.

3. Title of the Project
A STUDY ON CONSUMER SATISFACTION
OF LG ELETRONICS, AT SECUNDERABAD
By
P.PRASANNA SESHADRI
17731E0066

4. Under the guidance of
Mr. DASTAGIRI BASHA, M.B.A.(Ph,D)
Asst. professor

6.  Marketing is the art of creating, satisfying customers by
meeting the needs of customers and by creating value
satisfaction for them.
 As Peter Drucker says “the essence of marketing is that
the entire business has to be seen from the point given
of the Customer”.
 However, customers face a vast array of product and
brand choices prices, Supplies and to understand the
needs and preferences of the customers it becomes
imperative for us to carry out research together
information.

7. • Customer satisfaction, and the results of the
marketing research can help the marketers to
analyze the weak spots in their marketing strategies
and can reformulate their strategies so that they can
satisfy their customers and maximize their brand
loyalty and profitability.
• Marketing research is to provide information at a
specific time on customer, trade, competition and
the future brands, so as to enable marketers to
formulate successful strategies in their quest for
customers mind share and market share.

9. INDUSTRY PROFILE
• The Indian electronics industry had its origins to the year 1965
with an orientation towards space and defense technologies.
• This was rigidly controlled and initiated by the government.
• Developments in Consumer electronics mainly with transistor
radios, black & white TVs, calculators, and other audio
products.
• 1982 was a significant year in the history of television in India
when the government allowed thousands of color TV sets to be
imported into the country.
• 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.

10.  The Consumer electronics and durables industry is currently
poised at about Rs 340 billion.
 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
 Telecom equipment’s
Transmission & Signaling equipment
Semiconductor designing
Electronic Manufacturing Services (EMS)

12. COMPANY PROFILE
• The company was originally established in 1958 as Gold Star,
producing radios, TVs, refrigerators, washing machines, and
air conditioners.
• "Life's Good" represents LG's determination to provide
delightfully smart products that will make your life good.
• LG Electronics India is the fastest growing company in the
Consumer electronics, home appliances, and computer
peripherals industry today.
• LG Electronics India Ltd (LGEIL), Consumer durables leader
with 27% market share, is planning a brand new image.
• LG Electronics, which is originally a South Korean Company
with branch in India, informed that its sales of GSM mobile
phones, color televisions, air conditioners and other
household goods in the Indian market.

13. Business areas and main products
• Mobile communications
(a) CDMA Handsets,
(b) GSM Handsets,
(c) 3G Handsets,
(d) Cellular Phones
Digital appliance
a) Refrigerators,
b) Air Conditioners,
c) Microwave Ovens,
d) Washing Machines,
e) Vacuum Cleaners,
f) Home Net,
g) Compressors for Air Conditioners and Refrigerators

14. Digital display
a) Plasma TVs,
b) LCD TVs,
c) Micro Display Panel TVs,
d) Monitors,
e) PDP Modules,
f) OLED Panels,
g) USB Memory,
h) Flat Panel Computer Monitors
Digital media
a) Home Theater Systems,
b) DVD Recorders,
c) Super Multi DVD Rewriters,
d) CD±RW,
e) Notebook PCs,
f) Desktop PCs,
g) PDAs,
h) PDA Phones,
i) MP3 Players,
j) New Karaoke Systems,
k) Car Infotainment

15. OBJECTIVES OF THE STUDY

16. • To study the “Consumer Satisfaction” amongst the users
of “LG ELECTRONICS” products.
• To study the ‘Satisfaction’ level of “LG ELECTRONICS”
customers with regard to services offered by LG
ELECTRONICS.
• To know the customers feed back towards the redressal
of grievances by LG ELECTRONICS.
• To find out the quality of service in terms of transmission
coverage, clarity in the reception and connectivity of the
various services that are being offered by LG
ELECTRONICS.
• To make suggestions for improvement of their products
& their services from the customer’s point of view based
on this research to fulfill customer’s needs.

17. NEED FOR THE STUDY
• From the days of industrial revolution when goods
& services were produced to the present day, the
emphasis has shifted from the producers to the
consumer and his needs, and with the consumer
becoming more involved.
• In the marketing process there is greater need for
information regarding the consumer needs,
preferences and making them satisfied of the
products & services, has led to a constant but
increasing need to conduct marketing research.

18. • This research is an insight into the mind of the
consumer, with the help of which the organizations
will become aware of their pitfalls and in turn can
also make improvements in the product regarding
the level of satisfaction of the consumers towards
their offerings in the market place.
• The basic need of this project is to know the
“Satisfaction” amongst the respondents, with
regard to “LG Electronics” services and its
products.

19. SCOPE OF THE STUDY
• The scope of project work is to get the opinions
from respondents on the issues mentioned
earlier.
• It is limited to the twin cities of Hyderabad and
is confined to the urban areas as the
respondents are the subscribers of LG
ELECTRONICS services is one form or the other.

20. METHODOLOGY OF THE STUDY
DATA COLLECTION
PRIMARY DATA
A structured questionnaire was prepared and presented
to the respondents and related questions were asked.
Questionnaires mainly contained close-ended questions
and a few open ended questions, to identify the reasons
for customers satisfaction & their dissatisfaction.
Secondary data
It is the data already existing, which has gone through
some standard analysis. Under the secondary data, the
company’s annual reports, broachers, newspapers,
journals and internet were taken into consideration.

21. LIMITATIONS OF THE STUDY
 The present research is restricted to the twin cities
of Hyderabad city only.
 The sample size taken is only 100 and as such is very
small as compared to the universe, this is due to the
constraints of time and effort, and as such may not
be enough to generalize to the entire population,
however it is presumed that the sample represents
the universe.

22. Kotler (1997) defines customer satisfaction as follows:
“Satisfaction is a person's feelings of pleasure or
disappointment resulting from comparing A Product’s
perceived performance (or outcome) in relation to his or
her expectations.”
• The basic elements of the product or service, basic
support services, a recovery process for counteracting bad
experiences, and extraordinary service.
• There are many definitions of the key elements of the
services, but this one is considered appropriate in the
context of care or after sales services.
• Satisfaction is a function of perceived performance and
expectation. If the performance matches the expectations
the customer is satisfied.

25. FINDINGS
 70% of the customers informed that satisfied with
explanation given by the staff about LG product Electronics
should create awareness amongst its customers regarding
various services that are being offered by it by increasing its
sales promotion reach.
 67% the customers informed that advertisement has effect
on the purchase of product.
 80% of the customers informed that purchasing LG product
because of good quality, 10% of the customers informed
that purchasing LG product because of low price.
 5% of the customers informed that purchasing LG product
because of past experience, 5% of the customers informed
that purchasing LG product because of word of mouth.

26.  50% 0f customers accepted that the LG retail outlet one at
convenient location for all customers.
 20% the customers informed that gift item schemes and
incentives are accepted from the company, 30% the
customers informed that discount schemes and incentives
are accepted from the company.
 40% the customers informed that award of best retail
schemes and incentives are accepted from the company,
30% the customers informed that monetary benefit’s
schemes and incentives are accepted from the company

27. SUGGESTIONS
• The quality of the Electronics service needs to be improved in terms
of clarity and connectivity.
• LG Electronics should vigorously promote its Electronics services as
compared with the competition and should concentrate on
individual customers and non-commercial customers.
• LG Electronics should aggressively promote its offerings in various
media and should concentrate on hoardings and road shows and
electronic media.
• Attractive schemes for owning the Electronics instruments should
be launched to attract more customers.
• LG Electronics should provide more information to their customers.
• LG Electronics should improve their quality servicing.
• LG electronics should give more advertisements to attract the new
customers.

28. • From the survey, it can be concluded that the
majority of the consumers are satisfied with LG
products.
• In order to maintain this satisfaction level to
and prevent competition, the company should
concentrate on some innovative approaches.
CONCLUSION

29. QUESTIONNAIRE
1) How did you come to know about LG products?
a) Electronic media b) Print media c) Road shows d) Hoardings
2) Have you faced any problem at the time of purchase?
a) Yes b) No
3) Where do you pay your bills?
a) At show room b) On delivery
4) Are you satisfied with the payment of your bills?
a) Yes b) No c) To some extent
5) Do you recommend these products to your friends, colleagues &family?
a) Yes b) No c) Can’t say
6) What is your opinion regarding price of LG products?
a) High b) Reasonable c) Low

30. 7) Do you consider brand image as an important factor for buying of the LG
products?
a) Definitely important b) Not so important c) Sometimes important d) Not sure
8) Are you satisfied with the quality of LG Product?
a) Highly satisfied b) Satisfied c) Dissatisfied d) Highly Dissatisfied
9) Do you think that attractive packaging is an important factor while buying
products?
a) Very much b) Not so much c) Can’t say
10) Are you satisfied with LG Product?
a) Yes b) No
11) How many retail outlet’s of LG products do you find in your city?
a) 1-5 b) 5-7 c) 7-10 d) More than ten
12) If you were a dealer which type of schemes and incentives do you except
from the company?
a) Gift Item b) Discount c) Award for best retailing d)monetary benefits

31. 13) Do you opine that LG retail out let one at convenient location for all the
customers?
a) Yes b) No
14) Are you satisfied with the attributes of LG Products?
a) Highly satisfied b) Satisfied c) Dissatisfied d) Highly Dissatisfied
15) were your complaints addressed on time?
a) Yes b) No
16) Are you satisfied with after sales services of the LG Product?
a)Highly satisfied b) Satisfied c) Dissatisfied d) Highly Dissatisfied
17) What is the reason for purchasing LG products?
a) Good quality b) Low price c) Past experiences d) Word of mouth
18) Does advertisement has any effect on the purchase of product?
a) Yes b) No
19) Were you satisfied with explanation given by staff about LG Product?
a) Highly satisfied b) Satisfied c) Dissatisfied d) Highly Dissatisfied
20) Any suggestions for improvement?

32. Thank you