Samsung

WINTER INTERNSHIP PROJECT

ON

CHANNEL MAPPING & MARKET SHARE ANALYSIS

OF SAMSUNG VS COMPETITION

SAMSUNG INDIA ELECTRONICS PVT LTD.

SUBMITTED BY:

INSTITUTE OF MARKETING & MANAGEMENT

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UNDERTAKING

It was really an overwhelming and enriching experience to work with an

esteemed organization like Samsung India Electronics Pvt. Ltd. I would like

to thank the organization for giving me such a remarkable opportunity to

prove my prowess.

I, Vishrut Singh Seera, student of PGDBM course in IMM 2006-2008 batch

hereby declare that the information given in this report is genuine, original

and is not copied from anywhere.

VISHRUT SINGH SEERA

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CONTENTS

S.No PARTICULARS PAGE NO.1. Executive Summary 5-6

2. Objectives 73. Methodology of the Study 8-10

4. Introduction to SIEL 11-175. SIEL Product range 18

6. IT Hardware Technologies 19-24

7. Product Overview 25-3710 Market Size of IT Products in Delhi

Market38-58

11. Data Analysis & Interpretation of Dealer Survey

59-68

12 Data Analysis & Interpretation of Consumer Survey

69-83

13 Key Findings 84-85

14 Channel Management Strategies 86

15. Limitations of the study 87

16. Appendices(Questionnaires) 88-93

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17. Bibliography 94

EXECUTIVE SUMMARY

This project on “Channel Mapping and Market Share Analysis” is basically done

by two different surveys:

1. Dealer Survey

2. Consumer Survey

I have covered 62 dealers who sell IT hardware in the Delhi Market and 70

customers who were buying IT hardware or are aware of IT hardware products.

I. Introduction to Samsung India Electronics Pvt. Ltd. With its product range

II. About LCD & CRT Displays: Explaining about LCD’s & CRT’s by explaining how actually both of them work and also comparing between LCD & CRT Televisions by their features.

III. LCD & CRT Monitors of SIEL: Showing each and every model of Samsung India LCD’s & CRT’s through their pictures and also explaining the features of each & every model which helps to make a comparison.

IV. Market Size of LCD & CRT Monitors: Displaying the market share in Delhi with the help of tables and pie diagrams of all the dealers who sell LCD’s & CRT’s from all the four zones.

V. Analysis and Interpretation of data from Dealer Survey: Segment wise Data Analysis with the help of tables and diagrams with conclusion from the Responses of dealers like counter size, number & name of brands sold by them, estimated growth taken place and expected in the future.

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VI. Analysis and Interpretation of data from Consumer Survey: Data Analysis with the help of tables and diagrams with conclusion from the responses of various consumers related to awareness of particular brands, preference of a particular brand of product & the reason for that, whether offers attract them & which offers.

VII. Findings and Recommendations:

Findings from the study

• Samsung has got the highest market share in LCDs as well as in CRTs.• Samsung has the highest market share in all the zones.• Samsung innovates and updates its product lines at regular intervals of

time.• Samsung has got maximum number of product series in comparison to

other brands.• Consumer considers every factor while purchasing IT products.• Offers play a major role in attracting customers for purchasing IT

products.

Recommendations to Company

• Company should regulate pricing strategy between all levels of distribution.

• Company should conduct regular training programmes.• Samsung should focus on the point of contact with customers, i.e.,

retailers and make sure they are satisfied.• Also, the company should continuously attract the customers by

providing them promotional offers.• The company should work more on price, so that it can be reduced to

competitor levels.• Samsung should also conduct an advertising campaign stressing on the

benefits and advantages of a Samsung product over its competitors. They should display its technological advancement and superiority also.

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OBJECTIVES

To make a detailed study of the IT hardware market in terms of

its

Market Size

Future Market Growth Potential

To record the counter size as well as the different brands kept by

different dealers in respect to IT hardware products.

To record who are the major players of LCD/CRT monitors, as

well as Hard disks and Optical Drives.

To know the awareness of the brands among consumers and

which brand is preferred by them.

To understand the reason for the preference of a particular brand

amongst both Dealers and Consumers:

Factors that consumers consider while making a purchase.

Motivations of a dealer to sell a particular brand of product.

To know whether any offer attracts the consumer to purchase

from a particular company’s brand.

To know what benefits a dealer wants so that he is satisfied in

selling the products.

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METHODOLOGY OF THE STUDY

DATA COLLECTION METHODS Data is collected by survey method. Considering the importance of the topic 2

different surveys were done:

a) DEALER SURVEY

b) CONSUMER SURVEY

RESEARCH INSTRUMENTS The research instrument or the tools used by me for collecting data are

Questionnaire

Personal Interview

Two different Questionnaires were design to gather the information from

dealers as well as customers which are having objective type, dichotomous

type, multiple choice and open type questions. The questions are easy to

understand and in such a way that the answer can be given in the form of Yes

and No or in simple queries or in multiple choices. I offered dealers as well as

respondents a number of specific alternative from which they were asked to

choose one or more through specific information. All these served me a

helping hand in the explanatory stage of my Research. In my study various

tables & diagrams are drawn .These tables help me to calculate percentage of

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respondents Thus it is easier to know dealer as well as public opinion about

the products.

SAMPLING SIZE: Following persons were surveyed.

DEALERS - 62

CONSUMERS - 70

SAMPLING PLAN OF DEALER SURVEY: Information is

gathered from a sample drawn from four Different zone dealers These are:-

1. NORTH DELHI PITAMPURA

WAZIRPUR

PUNJABI BAGH

2. SOUTH DELHI NEHRU PLACE

KALKAJI

BHIKAJI CAMA PLACE

KAILASH COLONY

LAJPAT NAGAR

SHAHPUR JAT

EAST OF KAILASH

SANT NAGAR

3. WEST DELHI

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RAJOURI GARDEN

JANAK PURI

KAROL BAGH

PATEL NAGAR

4. EAST DELHI LAXMI NAGAR

PREET VIHAR

ANAND VIHAR

SHAKARPUR

KRISHNA NAGAR

SHAHDARA

MAYUR VIHAR

SAMPLING PLAN OF CONSUMER SURVEY: Information is

gathered from sampling units which are chosen randomly. These mainly

consist of job holders, businessmen as well as some students. Survey was

mainly done in the areas like:

GURGAON MALLS

LAJPAT NAGAR MARKET

YUSUF SARAI MARKET

QUTAB INSTITUTIONAL AREA

NEHRU PLACE

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INTRODUCTION

Samsung India Electronics Private Limited (SIEL) is the Indian subsidiary of the US $55.2 billion Samsung Electronics Corporation (SEC) headquartered in Seoul, Korea. It is the hub of Samsung’s South West Asia Regional Operations, and looks after its business in Nepal, Bangladesh, Maldives & Bhutan besides India. SIEL commenced operations in India in December, 1995. Initially, a player only in the Colour Televisions segment, it later diversified into colour monitors (1999) and refrigerators (2003). Today, it is recognized as one of the fastest growing brands in the sphere of digital technology, and enjoys a sales turnover of over $ US 1 billion in a just a decade of operations in India. SIEL is the market leader in high end digital television (Plasma, LCD and DLP). In the highly competitive Colour Television market in India, Samsung holds the No. 2 position in the Flat Television category, Frost Free refrigerators as well as in the Microwave oven segment.

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VISION: Samsung India aims to be the ‘Best Company’ in India by the Year 2006. ‘Best Company’ in terms of both the internal workplace environment as well as the external context in which the Company operates. Samsung aims to grow in India by contributing to the Indian economy and making the lives of its consumers simpler, easier and richer through its superior quality products.

“Our aim is to gain technological leadership in the Indian marketplace even as our goal is to earn the love and respect of more and more of our Indian consumers.”

Mr S.H. Oh, President & CEOSamsung South-West Asia Regional Headquaters

Samsung in India has a presence in the following areas of business:• Consumer Electronics (CE)/Audio Visual (AV) Business • Home Appliances (HA) Business • Information Technology (IT) Business

Its operations are broadly divided into the following key sub-functions: • Sales & Marketing • Manufacturing • Software Centre Operations THE SALES & MARKETING FUNCTION: Headquartered in New Delhi, Samsung India has a network of 19 branches and 16 Area Sales Offices (ASOs) located all over the country, and the number is expected to grow, as the organization continues to expand its horizons.

The Sales & Marketing function at Samsung is primarily divided into two categories: • Sales & Marketing (IT) • Sales & Marketing (AV/HA)

Apart from sales to households through its robust distribution channel, SIEL also has a huge clientele in the Institutional Sales space. Therefore, there is a separate department devoted completely to this function. It is the VMB (Vertical Market Business) department that is responsible for making sales to institutions such as airports, hotels, banks, movie theatres, etc.

Corporate Marketing is aimed at strengthening Samsung as a brand among the dealers, distributors, and end customers. Hence, the activities covered under this function include formulating and announcing promotional schemes for both the trade partners as well as the end customers. Moreover, it also plays an instrumental role in ensuring brand visibility through corporate sponsorships, and planning, managing and organizing various events and product launches.

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Another function of the sales & marketing function at SIEL is public relations, also known as corporate communications. Here, the scope of activities includes maintaining liaison with the media, organizing corporate social responsibility initiatives, website management, corporate literature, etc.

THE MANUFACTURING FUNCTION: SIEL has its manufacturing facility at Noida, U.P. This is the state-of-the-art, high-tech facility for manufacturing Color Televisions, Color Monitors, and Washing Machines & Refrigerators. This manufacturing unit consists of sophisticated facilities with latest Auto Insertion Machines, Auto PCB Tester, High Efficiency Module Conveyor, and all modern machines geared up for High Speed, High Volume & Very High Quality Production.

SIEL firmly believe that continuous innovation is the key to making path-breaking improvements in our products & processes and achieve productivity goals beyond imagination. Samsung uses many tools for innovation such as “Reduced 7 Type of Wastage & Six Sigma”. Our commitment to grow through continuous innovation has helped us improve our productivity by 200% in the last 5 years.

The manufacturing capacities of the Samsung products manufactured in India (as of Year 2004) are :

PRODUCT CAPACITY DETAILSCTV 1.5 million Curved & Flat TVsColour Monitor 1.5 million CRT & TFT LCD MonitorRefrigerator 0.6 million Frost-free and Conventional

RefrigeratorsWashing Machine

0.5 million Fully Automatic and Semi Automatic

AC 0.4 million Window and Split ACs

Samsung India is also instrumental in carrying out Hardware Research & Development at its Noida R&D Centre. The focus of the R&D Centre is to customize both Consumer Electronics and Home Appliances’ products to better meet the needs of the Indian customer. From color televisions designed for higher sound output, to washing machines with special “Sari Wash Course”, DNIe vision series of Flat CTVs especially designed for the Indian market to Samsung mobiles with regional languages menus, the Samsung R&D Centre in India is helping the company to continuously innovate and introduce products customized for the Indian market.

THE R&D CENTRE: SIEL Software R&D Center was set up in September 2002 as a Software R & D Center in Noida, U.P. SIEL Software Center is involved in the business of developing embedded and desktop software for Samsung Electronics Corporation in a

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variety of areas related to Analog and Digital TV, Monitors and other Multimedia technologies.

SIEL Software Center has successfully completed more than two hundred projects in collaboration with Samsung Headquarters Visual Display and Digital Media divisions (Korea). SIEL Software Center engineers continuously strive to improve the performance and introduce innovative features to make the end products more efficient and user friendly. SIEL design and implement some of the critical components for products such as next generation CRT and Projection TVs, Plasma and LCD TVs, DLP TVs, Digital TV Set Top Boxes, DVD Players, MP3/Video players, PDAs, 2D/3D Graphics Engines, Camcorders, Multimedia applications etc., and believe in following optimized and stringent quality processes to build these world leading products.

Samsung India is also carrying out Hardware R&D at its Noida R&D Centre. The focus of the R&D Centre is to customize both Consumer Electronics and Home Appliance products to better meet the needs of Indian consumers. From colour televisions designed for higher sound output, to washing machines with special ‘Saree Wash Course’, DNIe vision series of Flat CTVs especially designed for the Indian market to Samsung mobiles with regional language menus, the Samsung R&D Centres in India are helping the company to continuously innovate and introduce products customized for the Indian market.

Samsung Electronics brings a very enriching entertainment experience to the consumers worldwide through its cutting edge technologies. They aim to revolutionize the way and break the barriers to ride on the frontiers of technology to provide superior quality products to Samsung's customers. Engineers continuously strive to improve the performance and introduce innovative features to make these products very user friendly. SIEL follow optimized and stringent quality processes to build these world leading products.

For SIEL Software Center to continue to remain a strategic and key R&D Center of Samsung Electronics, it is important that every employee of SIEL Software Center contributes his/her fullest potential and capabilities. SIEL Software Center is always looking for dynamic individuals who are driven by ambition, youth, vibrancy and challenge.

AWARDS:

Manufacturing Value Innovation – Gold Award for Productivity, Cost, Speed at the Visual Display Plant – November 2004.

Management Innovation Award – December 2004

Samsung Quality Award – November 2004 for Colour Television & Colour Monitor Plants

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Samsung Innovation Award – November 2004 for Refrigerator Plant.

BRAND POWER

From being a virtually unknown entity in the Year 1995, brand Samsung today enjoys an awareness of over 95% and a positive opinion of around 80% in the country today (source: BAS 2004). Sports Marketing and Entertainment Marketing have been the key elements of the Company’s Brand Marketing Strategy. Samsung has very successfully leveraged its association with Cricket and Cinema in the form of ‘Team Samsung’ and ‘Samsung IIFA Award’. Samsung India sponsored the high profile ‘Samsung Cup’ Indo-Pak Cricket Series in the Year 2004. ‘Team Samsung’ or Samsung’s team of celebrity cricketers endorsing Samsung products has been successfully used to create more awareness for Samsung products.

To further reinforce its lifestyle positioning, Samsung has been associated with the Lakme India Fashion Week (LIFW) for its Mobile Phones. The Company used the LIFW-2005 as a platform to launch its D-500, World’s Best Mobile Phone in the Indian market.

SOCIAL CONTRIBUTION

Samsung strongly believes that business has a defining role in building communities, and the Samsung ‘Digitall Hope’ program, is in keeping with the same spirit. Samsung DigitAll Hope, represents Samsungs long-term commitment to the people of India and its belief in the power of technology to improve the lives of the Indian people.

It is now widely acknowledged that IT and computer literacy play a key role in the growth of developing countries. Samsung DigitAll Hope is a social program that aims to bridge the gap and narrow the divide between the ‘computer literates’ and the ‘computer illiterates’. As a global leader in Digital Technology, Samsung is committed to the cause and is certain that this program can play a very important role in the development of society at large.

Some of the key projects that have been carried out under the aegis of Samsung Digitall Hope include, the “Hope Incubator Project”, by Development Alternatives, a Delhi based NGO and “Empowering Disabled People through Education and Employment”, by the National Centre for Promotion of

Employment for Disabled People (NCEPDP). The “Hope Incubator Project” created and implemented a “Fund” designed to help young first time entrepreneurs successfully run their own business. Modelled as a revolving fund, it was initially used to promote entrepreneurs in the districts of Bundelkhand, but has subsequently been extended to Punjab and other areas as well. This revolving fund is enabling dozens of local young

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entrepreneurs to service thousands of villagers, helping them to leap frog into the digital world.

Samsung has also supported the National Centre for Promotion of Employment for Disabled People (NCEPDP) to provide Scholarships to brilliant disabled students and helped in the setting up of the Disability Placement Unit which is handholding and mentoring hundreds of disabled people in need of jobs.

Samsung firmly believes in supporting education and regularly organises Factory Visits for School Children to the Manufacturing Facility at Noida as well as educational Quiz programs for School Children.

Apart from education, Samsung has been actively associated with promoting Sports in India. Samsung India’s association with the Indian Olympic Association commenced with the 1998 Bangkok Asian Games and ever since the Company has supported the Indian Contingent to the Y2000 Sydney Olympics, Y2002 Busan Asian Games and the Y2004 Athens Olympics. The Company even set up an Olympic Fund through which it provided Scholarship to five top Indian athletes as they prepared for the Athens Olympics. The Five ‘Samsung Olympic Ratnas’ who were supported include: Abhinav Bindra, Anjali Bhagwat, Anju B George, K M Beenamol and Karnam Malleswari.

RETAINING CUSTOMERS

Samsung considers 'After Sales Service' as a key differentiator for Samsung products. In order to deliver prompt and easily accessible service, Samsung India has set up a widespread network of company owned as well as Authorized Service Centers to service its customers. The Samsung Service Plazas, as the Company owned Service Centres are called, are a first in the industry.

The Samsung Service Plazas serve as a one-stop shop for Samsung’s walk in customers. Customers also get a chance to see the Samsung range of products and interact with Samsung product specialists to know more about the company’s products and services. Samsung is also increasing, the number ‘Samsung Prestige Service Plazas’ in smaller cities like Ludhiana & Coimbatore to reach out to its

customers.

‘Speed, Smile, Sure’ is the motto for Samsung Service, as the Company seeks to satisfy more and more of its customers with prompt and accurate service. The company adheres to a turnaround time of 24 hours within the city where the Samsung Service Centre is located. A Service Helpline

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number 30308282 gives access to Samsung Service throughout the country. Samsung India organises a Free Service Camp on an All India basis, every year, for proactively reaching out to customers and servicing their Samsung products.

‘10 second to loose a customer, 10 years to gain them back’ forms the guiding principle for Samsung Service Team as it strives to satisfy the growing expectations of Indian customers.

Distribution Channel Map

National Distributors

Star Elite Partners

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SAMSUNG INDIA

INGRAM MICRO

SAVEX NEOTERICeSYS REDINGTON INDIA LTD.

ALA

Computer Empire

Softech Computers

San Computech

Little Rose Trading

Park Electronics

Peripheral Solutions

Spark Technologie

s

RR Systems

SIEL PRODUCT RANGE

MOBILE PHONES: GSM CDMA

TV, VIDEO & AUDIO TV: DLP TV, PROJECTION TV, LCD TV, PLASMA TV, FLAT TV DVD PLAYER CAMCORDER AUDIO HOME THEATER DIGITAL AUDIO PLAYER DIGITAL STILL CAMERA

INFORMATION TECHNOLOGY PRODUCTS

NOTE PC HARD DISK DRIVE CD / DVD ROM CD / DVD WRITER COMPUTER MONITORS LASER PRINTERS AND LASER BASED MULTI FUNCTION

PRODUCTS FAX

HOME APPLIANCES MICROWAVE OVEN REFRIGERATOR AIR CONDITIONER : SPLIT AC, WINDOW AC WASHING MACHINE: FULLY AUTOMATIC, SEMI AUTOMATIC.

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System Integrator

End Customer

Reseller

COMPUTER MONITORS (LCD/CRT)

A computer display monitor, usually called simply a monitor, is a piece of electrical equipment which displays viewable images generated by a computer without producing a permanent record. The word "monitor" is used in other contexts; in particular in television broadcasting, where a television picture is displayed to a high standard. A computer display device is usually either a cathode ray tube or some form of flat panel such as a TFT LCD display. The monitor comprises the display device, circuitry to generate a picture from electronic signals sent by the computer, and an enclosure or case. Within the computer, either as an integral part or a plugged-in interface, there is circuitry to convert internal data to a format compatible with a monitor.

Samsung sells 2 types of Computer Monitors:

CRT Monitors

The cathode ray tube (CRT), invented by German physicist Karl Ferdinand Braun in 1897, is an evacuated glass envelope containing an electron gun (a source of electrons) and a fluorescent screen, usually with internal or external means to accelerate and deflect the electrons. When electrons strike the fluorescent screen, light is emitted.

The electron beam is deflected and modulated in a way which causes it to display an image on the screen. The image may represent electrical waveforms (oscilloscope), pictures (television, computer monitor), echoes of aircraft detected by radar, etc.

The single electron beam can be processed in such a way as to display moving pictures in natural colors.

The generation of an image on a CRT by deflecting an electron beam requires the use of an evacuated glass envelope which is large, deep, heavy, and relatively fragile. The development of imaging technologies without these disadvantages has caused CRTs to be largely displaced by flat plasma screens, liquid crystal displays, DLP, OLED displays, and other technologies.

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The inverse process can be used to create an electronic version of an image impinging on a suitable screen in the video camera tube: electrons are emitted by the photoelectric effect; the resulting electrical current can be processed to convey the information, later to be recreated on a CRT or other display.

TFT-LCD Monitors

TFT-LCD (Thin Film Transistor-Liquid Crystal Display) is a variant of Liquid Crystal Display (LCD) which uses Thin-Film Transistor (TFT) technology to improve image quality. TFT LCD is one type of active matrix LCD, though it is usually synonymous with LCD. It is used in both flat panel displays and projectors. In computing, TFT monitors are rapidly displacing competing CRT technology, and are commonly available in sizes from 12 to 30 inches. As of 2006, they have also made inroads on the television market.

Types

TN + Film

The 'TN (Twisted Nematic) + Film' display is the most common consumer display type, due to its low production cost and wide development. The pixel response time on modern TN panels is sufficiently fast to most users to avoid the shadow-trail and ghosting artifacts that were a cause for complaint in the past. This fast response time has been a heavily marketed aspect of TN displays, although in most cases this number does not reflect performance across the entire range of possible color transitions. Traditional

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response times were quoted as an ISO standard black > white transition and did not reflect the speed of transitions across grey tones (a much more common transition for liquid crystals to make in practice). Modern use of RTC (Response Time Compensation - Overdrive) technologies has allowed manufacturers to significantly reduce grey to grey (G2G) transitions, while the ISO response time remains pretty much unchanged. Response times are now quoted in G2G figures, with 4ms and 2ms now being commonplace for TN Film based models. This marketing strategy, combined with the relatively lower cost of production for TN panels, has led to the dominance of TN in the consumer market.

IPS

IPS (In-Plane Switching) was developed by Hitachi in 1996 to improve on the poor viewing angles and color reproduction of TN panels. Most also support true 8-bit color. These improvements came at a loss of response time, which was initially on the order of 50ms. IPS panels were also extremely expensive.

IPS has since been superseded by S-IPS (Super-IPS, Hitachi in 1998), which has all the benefits of IPS technology with the addition of improved pixel refresh timing. Though color reproduction approaches that of CRTs, the contrast ratio remains relatively weak. S-IPS technology is widely used in panel sizes of 20" and above. LG and Philips remain one of the main manufacturers of S-IPS based panels.

AS-IPS - Advanced Super IPS, also developed by Hitachi in 2002, improves substantially on the contrast ratio of traditional S-IPS panels to the point where they are second only to some S-PVAs. AS-IPS is also a term used for NEC displays (e.g. NEC LCD20WGX2) based on S-IPS technology, in this case, developed by LG.Philips.

A-TW-IPS - Advanced True White IPS, developed by LG.Philips LCD for NEC, is a custom S-IPS panel with a TW (True White) color filter to make white look more natural and to increase color gamut. This is used in professional/photography LCDs.

MVA

MVA (Multi-domain Vertical Alignment) was originally developed in 1998 by Fujitsu as a compromise between TN and IPS. It achieved fast pixel response (at the time), wide viewing angles, and high contrast at the cost of brightness and color reproduction. Modern MVA panels can offer wide viewing angles (second only to S-IPS technology), good black depth, good color reproduction and depth, and fast response times thanks to the use of RTC technologies. There are several "next generation" technologies based on MVA, including AU Optronics' P-MVA and A-MVA, as well as Chi Mei Optoelectronics' S-MVA.

Analysts predicted that MVA would corner the mainstream market, but instead, TN has risen to dominance. A contributing factor was the higher cost of MVA, along with its

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slower pixel response (which rises dramatically with small changes in brightness). Cheaper MVA panels can also use dithering/FRC.

PVA

PVA (Patterned Vertical Alignment) and S-PVA (Super Patterned Vertical Alignment) are alternative versions of MVA technology offered by Samsung. Developed independently, it suffers from the same problems as MVA, but boasts very high contrast ratios such as 3000:1. Value-oriented PVA panels also use dithering/FRC. S-PVA panels all use true 8-bit color electronics and do not use any color simulation methods. PVA and S-PVA can offer good black depth, wide viewing angles and S-PVA can offer additionally fast response times thanks to modern RTC technologies. PVA exhibited something users call, "color shifting" when viewing the left side of the monitor.

OPTICAL DISK DRIVES

CD-ROM (an abbreviation of "Compact Disc read-only memory") is a Compact Disc that contains data accessible by a computer. While the Compact Disc format was originally designed for music storage and playback, the format was later adapted to hold any form of binary data. CD-ROMs are popularly used to distribute computer software, including games and multimedia applications, though any data can be stored (up to the capacity limit of a disc). Some CDs hold both computer data and audio with the latter capable of being played on a CD player, whilst data (such as software or digital video) is only usable on a computer. These are called Enhanced CDs.

CD-ROM discs are read using CD-ROM drives, which are now almost universal on personal computers. A CD-ROM drive may be connected to the computer via an IDE (ATA), SCSI, S-ATA, Firewire, or USB interface or a proprietary interface, such as the Panasonic CD interface. Virtually all modern CD-ROM drives can also play audio CDs as well as Video CDs and other data standards when used in conjunction with the right software.

DVD-ROM (also known as "Digital Versatile Disc" or, incorrectly, "Digital Video Disc") is an optical disc storage media format that can be used for data storage, including movies with high video and sound quality. DVDs resemble Compact Discs as their diameter is the same (120 mm or 4.72 inches, or occasionally 80 mm or 3.15 inches), but they are encoded in a different format and at a much higher density.

All read-only DVD discs, regardless of type, are DVD-ROM discs. This includes replicated (factory pressed), recorded (burned), video, audio, and data DVDs. A DVD

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with properly formatted and structured video content is a DVD-Video disc. DVDs with properly formatted and structured audio are DVD-Audio discs. Everything else (including other types of DVD discs with video) is referred to as a DVD-Data disc. Many people use the term "DVD-ROM" to refer to pressed data discs only, but that is not technically correct.

HARD DISK DRIVES

A Hard Disk (commonly known as a HDD (hard disk drive) or hard drive (HD) and formerly known as a fixed disk) is a non-volatile storage device which stores digitally encoded data on rapidly rotating platters with magnetic surfaces. Strictly speaking, "drive" refers to a device that drives (removable) media, such as a tape drive or (floppy) disk drive, while a hard disk contains fixed (non-removable) media. However, in recent times, the hard disk has become more commonly known as the "hard drive".

Hard disks were originally developed for use with computers. In the 21st century, applications for hard disks have expanded beyond computers to include digital video recorders, digital audio players, personal digital assistants, digital cameras, and video game consoles. In 2005 the first mobile phones to include hard disks were introduced by Samsung Group and Nokia. The need for large-scale, reliable storage, independent of a particular device, led to the introduction of configurations such as RAID, hardware such as network attached storage (NAS) devices, and systems such as storage area networks (SANs) for efficient access to large volumes of data.

LASER PRINTERS

A laser printer is a common type of computer printer that rapidly produces high quality text and graphics on plain paper. Like photocopiers, laser printers employ a xerographic printing process but differ from analog photocopiers in that the image is produced by the direct scanning of a laser beam across the printer's photoreceptor.

Overview

Laser printers have many significant advantages over other types of printers. Unlike impact printers, laser printer speed can vary widely, and depends on many factors, including the graphic intensity of the job being processed. The fastest models can print over 200 monochrome pages per minute (12,000 pages per hour). The fastest color laser printers can print over 100 pages per minute (6000 pages per hour). Very high-speed

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laser printers are used for mass mailings of personalized documents, such as credit card or utility bills, and are competing with lithography in some commercial applications.

The cost of this technology depends on a combination of factors, including inflation. Costs of paper, toner, and infrequent drum replacement, as well as the replacement of other consumables such as the fuser assembly and transfer assembly. Often printers with soft plastic drums can have a very high cost of ownership that does not become apparent until the drum requires replacement.

A duplexing printer (one that prints on both sides of the paper) can halve paper costs and reduce filing volumes. Formerly only available on high-end printers, duplexers are now common on mid-range office printers, though not all printers can accommodate a duplexing unit. Duplexing can also give a slower page-printing speed, because of the longer paper path.

In comparison with the laser printer, most inkjet and dot-matrix printers simply take an incoming stream of data and directly imprint it in a slow lurching process that may include pauses as the printer waits for more data. A laser printer is unable to work this way because such a large amount of data needs to output to the printing device in a rapid, continuous process. The printer cannot stop the mechanism precisely enough to wait until more data arrives, without creating a visible gap or misalignment of the dots on the printed page.

Instead the image data is built up and stored in a large bank of memory capable of representing every dot on the page. The requirement to store all dots in memory before printing has traditionally limited laser printers to small fixed paper sizes such as letter or A4. Most laser printers are unable to print continuous banners spanning a sheet of paper two meters long, because there is not enough memory available in the printer to store such a large image before printing begins.

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PRODUCT OVERVIEW

CRT DISPLAYS

EFT Monitors

MagicBright 2™Magic GreenHighlight Zone IIITCO 03

704MSPLUS (17”)

EFT Monitors Extreme Compact Design Magic Green Magic Tune™ Active and Narrow Design

794MG (17”)

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EFT Monitors

Extreme Compact Design Magic Green Magic Tune™ Active and Narrow Design

594MG (15”)

EFT Monitors (Magic Bright Range)

17” Viewable areaHealth – Friendly

798MB PLUS (17”)

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SilverNano TechnologyMagicBright™

EFT Professional Range MagicBright™ Multi-Layer Coating RGB Analog 15pin D-Sub VGA Cable Highlight Zone III™ TCO 03 100W(nominal) Power

Consumption Natural Color Pro™ MagicTune™

997MB (19”)

EFT Professional Range

MagicBright 2™ Highlight Zone III TCO 03 VGA Cable Natural Color 130W Power Consumption Less than 2W Stand by Power 15pin D-Sub, 5BNC Connection Separate H/V Sync Signal

1100MB (21”)

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Multi-Layer Coating Surface Treatment 90' Deflection

LCD DISPLAYS

TFT LCD Displays

Viewable Area: 48.2 cm Pixel Pitch: 0.285 mm Brightness: 300 cd/m² Contrast Ratio: 700:1 Viewing Angle: 160º / 160º Response Time: 5 ms Max Res. 1440 x 900 MagicTune™ MagicBright²™ MagicSpeed Narrow Bezel Wall Mounting Wide Screen

940NW (19” Wide)

TFT LCD Displays 740NW (17” Wide)

27

Viewable area: 43.1 cm Pixel Pitch: 0.291 mm Brightness: 250 cd/m² Contrast Ratio: 500:1 Viewing Angle: 170º / 170º Response Time: 8 ms Max Res. 1280 x 720 MagicTune™ MagicBright²™ Narrow Bezel Wall Mounting Wide Screen

TFT LCD Displays Viewable Area: 48.2 cm Pixel Pitch: 0.294 mm Brightness: 300 cd/m² Contrast Ratio: 700:1 Viewing Angle: 160º/160º Response Time: 5 ms Max Res. 1280 x 1024 MagicColor MagicBright²™ MagicSpeed MagicTune™ with Asset

Management Safe Mode

932B (19”)

TFT LCD Displays Viewable area: 43.1 cm Pixel Pitch: 0.264 mm Brightness: 300 cd/m² Contrast Ratio: 700:1 Viewing Angle: 160º/160º Response Time: 5 ms Max Res. 1280 x 1024 MagicColor MagicBright²™ MagicSpeed MagicTune™ with Asset

Management Safe Mode

732N (17”)

28

TFT LCD Displays Viewable area: 50.8 cm Pixel Pitch: 0.258 mm Brightness: 300 cd/m² Contrast Ratio: 3000:1 (DC) Viewing angle: 160º / 160º Response Time: 2 ms (GTG) Max Res. 1680 x 1050 16.7 Million Colour Support MagicBright²™ MagicSpeed Swivel, Tilt Stand, DVI (HDCP) Innovative Power Saving System

High Glossy Black Finish Wall Mountable

206BW (20.6” Wide)

TFT LCD Displays Viewable Area: 48.2 cm Pixel Pitch: 0.294 mm Brightness: 250 cd/m² Contrast Ratio: 1500:1 Viewing angle: 178º / 178º Response Time: 6 ms (GTG) Max Res. 1280 x 1024 MagicColor MagicBright²™ MagicTune™ One Button Configuration Safe Mode MagicStand (Triple Hinge) USB Convenience

971P (19”)

TFT LCD Displays

8ms Response Time 700:1 Contrast Ratio MagicBright2

MagicSpeed

940B (19”)

29

TFT LCD Displays

17" Viewable area 8ms Response Time MagicSpeed MagicBright

740N (17”)

TFT LCD Displays

16ms Response Time 450:1 Contrast Ratio 250 cd/m2Brightness MagicBright

540N (15”)

Professional LCD Displays 244T (24” Wide)

30

6ms Response Time 1000:1 Contrast Ratio 24" Viewable Area 500 cd/m2 Brightness

Professional LCD Displays

20.1" Viewable area Magic Tune™ Viewing angle 170o/170o

MagicBright

204T (20.1”)

OPTICAL DISC DRIVES

CD Rom Drives Interface ATA/ATAPI Lead Free 90ms Access Time 148.2x42x184mm size Data transer at 7800KB/sec Interface ATA/ATAPI Lead Free 90ms Access Time 148.2x42x184mm size Available in Black also

SH-C522C

DVD Rom Drives Compatible with Various MPEG

II Cards & Soft MPEG Data transfer at 21600KB/sec

SH-D162C/IDAH

31

(16X) Stablizing DVD Play Back Multi Read :DVD-R, DVD-RW Embedded EIDE / ATAPI

Interface for easy installation Reduces noise and vibration Supporting Ultra DMA 33 Mode

CD Writers Adopting a technology to prevent

Buffer Under Run Error Adopting Super link (Buffer

Under Run Proof Technology) Supporting Ultra DMA 2 Mode Compatibility with Mt.Rainier Supports Variable Packet

SH-R522C/IDAH

Combo Drives

Lead Free Buffer Protection Access Time CD:130ms Interface ATA/ATAPI Access Time CD:130ms Access Time DVD:150ms 2M Buffer Memory

SH-M522C

DVD Writers Interface ATA/ATAPI 2M Buffer Memory 148.2 x 42 x 184 Size Buffer Protection Lead Free 140ms Access time (DVDROM) 130ms Access time (CD ROM) 148.2 x 42 x 184 Size

SH-W162Z

DVD Writers

18X DVD Write Speed 2MB Buffer Memory 0.75kg Weight E-IDE / ATAPI Interface

SH-S182D

32

DVD Writers

2 MB Buffer memory Weight 0.75 kg E-IDE/ATAPI Interface Access time CD: 110ms Access time CD: 110ms Access time DVD: 130ms

SH-D182C/IDAH

HARD DISK DRIVES

IDE Drives 5400 RPM Ultra DMA 100 Support 5,400 rpm Spindle Speed 8.9 ms Average Seek Time. 7 way interleave OTF Error

Correction S.M.A.R.T. Compliant ImpacGuard™ NoiseGuard™

80/60/40 GB

33

IDE Drives 7200 RPM Ultra ATA-133 Fluid Dynamic Bearing Spindle

Motor Technology High Speed Dual Digital Signal

Processor (DSP) Based Architecture ATA S.M.A.R.T. Compliant NoiseGuard SilentSeek

160/120/80/60/40 GB

Serial ATA Drives Serial ATA Interface Fluid Dynamic Bearing Spindle

Motor .Technology High Speed Dual Digital Signal NoiseGuard™ SilentSeek™ Hot-Plug & Hot-Swap capable

250/160/120/80/40 GB

2.5 inch Laptop HDD Ultra ATA - 100 FDB(Fluid Dynamic Bearing)

Motor Load/Unload Technology GMR Head Technology with

Wireless Suspension Design SilentSeek Silentec Hybrid Latch

Technology

80/60/40/30 GB

LASER PRINTERS

Personal Range

24ppm speed 2.0 USB Interface Up to 1,200 dpi resolution

ML-2570

34

Personal Range

20ppm speed 1200 dpi resolution 8 MB Memory

ML-2010

Personal Range

16ppm speed 600*600 dpi resolution 2 MB Memory

ML-1610

Workgroup Network Laser Printer

28ppm speed Duplex Printing Hi-Speed USB 2.0

ML-3051ND


24ppm speed 2.0 USB Interface Up to 1,200 dpi resolution

ML-2571N


ML-2550

35

Wireless Network Connectivity, Duplex, Versatile Paper handling, Ease of use.

Colour Laser Printers• Smallest and lightest colour laser printer in the world • Print speeds up to 16 ppm black, 4 ppm colour • First page out in less than 14 seconds (black) • Up to 2400 x 600 dpi effective output

CLP-300

Colour Laser Printers

Up to 20 ppm in A4 (21 ppm in Letter) Up to 20 ppm in A4 (21 ppm in Letter) Up to 2400 x 600 dpi effective output

CLP-600

Colour Laser Printers

Up to 24 ppm (b/w)Up to 6 ppm in colour Up to 1,200 x 1,200 dpi Samsung SPGPm 64 MB (Max. 192 MB)

CLP-510

Laser Multifunction Printers

20ppm speed 2 MB Fax Memory SmarThru4™ Sleep Mode

SCX-4321

36


18ppm speed 600 x 600 dpi SmarThru4™ USB 2.0

SCX-4200


Up to 20ppm speed SmarThru4™ USB 2.0 IEEE 1284 Parallel

SCX-4720FN


The CLX-3160FN also features a USB Direct Scan feature and NO-NOIS™ technology. Weighing in at only 45 lbs, it's designed to fit any workspace.

CLX-3160FN


This versatile copier gives you all the functions you need for your business in a compact size.

SCX-5351F

MARKET SIZE OF SAMSUNG & COMPETITORS

AREAS COVERED IN NEW DELHI:

SOUTH DELHI

22 Dealers were surveyed in the South Delhi area.

37

1. LCD AND CRT Monitors

a) SamsungLCD’s CRT’s

TOTAL MONTHLY SALES 440 750

b) LGLCD’s CRT’s


c) AOC LCD’s CRT’s


AVERAGE NUMBER OF SAMSUNG LCD’s SOLD BY A DEALER - 20

AVERAGE NUMBER OF SAMSUNG CRT’s SOLD BY A DEALER – 34.1

TOTAL NO. OF LCD’s & CRT’s SOLD IN SOUTH DELHI

NAME OF COMPANY MONTHLY UNITS PERCENTAGE (%)

LCD’s CRT’s LCD’s CRT’s

SAMSUNG 440 750 46 53.5LG 315 650 33 46.5AOC 200 0 21 0TOTAL 955 1400 100 100

38

SHARE IN LCD MARKET SHARE IN CRT MARKET

2. Optical Disc Drives

a) SamsungCDRW DVDRW


b) LGCDRW DVDRW


c) Sony CDRW DVDRW


AVERAGE NUMBER OF SAMSUNG CDRW’s SOLD BY A DEALER – 18.18

AVERAGE NUMBER OF SAMSUNG DVDRW’s SOLD BY A DEALER – 27.27

39

TOTAL NO. OF CDRW’s & DVDRW’s SOLD IN SOUTH DELHI


CDRW’s DVDRW’s CDRW’s DVDRW’s

SAMSUNG 400 600 67 43LG 100 300 16.5 21.5AOC 100 500 16.5 35.5TOTAL 600 1400 100 100

SHARE IN CDRW MARKET SHARE IN DVDRW MARKET

3. Hard Disk Drives

a) SamsungIDE SATA


b) SeagateIDE SATA


c) Western Digital IDE SATA


40

AVERAGE NUMBER OF SAMSUNG IDE HDD’s SOLD BY A DEALER – 23.18

AVERAGE NUMBER OF SAMSUNG SATA HDD’s SOLD BY A DEALER – 28.63

TOTAL NO. OF IDE’s & SATA’s SOLD IN SOUTH DELHI


IDE SATA IDE SATA

SAMSUNG 510 630 45.5 36SEAGATE 540 780 48 45WESTERN DIGITAL 70 330 6.5 19TOTAL 1120 1740 100 100

SHARE IN IDE MARKET SHARE IN SATA MARKET

41

4. Laser Printers

a) SamsungColour B/W


b) HPColour B/W


c) Epson Colour B/W


AVERAGE NUMBER OF SAMSUNG Colour Laser Printers SOLD BY A DEALER – 6.36

AVERAGE NUMBER OF SAMSUNG B/W Laser Printers SOLD BY A DEALER – 7.72

TOTAL NO. OF CLP’s & B/W printers’s SOLD IN SOUTH DELHI


Colour B/W Colour B/W

SAMSUNG 140 170 18 44HP 480 290 62 38EPSON 155 90 20 18TOTAL 775 500 100 100

42

SHARE IN CLP MARKET SHARE IN B/W MARKET

WEST DELHI

10 Dealers were surveyed in the West Delhi area.








AVERAGE NUMBER OF SAMSUNG LCD’s SOLD BY A DEALER – 31

43

AVERAGE NUMBER OF SAMSUNG CRT’s SOLD BY A DEALER – 46

TOTAL NO. OF LCD’s & CRT’s SOLD IN WEST DELHI



SAMSUNG 310 460 58.5 50.5LG 180 450 34 49.5AOC 40 0 7.5 0TOTAL 530 910 100 100





b) LGCDRW DVDRW


44

c) Sony CDRW DVDRW


AVERAGE NUMBER OF SAMSUNG CDRW’s SOLD BY A DEALER – 25

AVERAGE NUMBER OF SAMSUNG DVDRW’s SOLD BY A DEALER – 35

TOTAL NO. OF CDRW’s & DVDRW’s SOLD IN WEST DELHI



SAMSUNG 250 350 73.5 50LG 50 150 14.5 21.5AOC 40 200 12 28.5TOTAL 340 700 100 100


45

3. Hard Disk Drives

a) SamsungIDE SATA


b) SeagateIDE SATA




AVERAGE NUMBER OF SAMSUNG IDE HDD’s SOLD BY A DEALER – 39

AVERAGE NUMBER OF SAMSUNG SATA HDD’s SOLD BY A DEALER – 52

TOTAL NO. OF IDE’s & SATA’s SOLD IN WEST DELHI


IDE SATA IDE SATA

SAMSUNG 390 520 46.5 41.5SEAGATE 350 480 41.5 38.5WESTERN DIGITAL 100 250 12 20TOTAL 840 1250 100 100

46


4. Laser Printers



b) HPColour B/W


c) Epson Colour B/W


AVERAGE NUMBER OF SAMSUNG Colour Laser Printers SOLD BY A DEALER – 6.5


47

TOTAL NO. OF CLP’s & B/W printers’s SOLD IN WEST DELHI



SAMSUNG 65 55 10.5 19.5HP 450 150 75 52.5EPSON 90 80 14.5 28TOTAL 605 285 100 100


EAST DELHI

10 Dealers were surveyed in the East Delhi area.




48





AVERAGE NUMBER OF SAMSUNG LCD’s SOLD BY A DEALER - 18

AVERAGE NUMBER OF SAMSUNG CRT’s SOLD BY A DEALER – 31

TOTAL NO. OF LCD’s & CRT’s SOLD IN EAST DELHI



SAMSUNG 180 310 40 42.5LG 210 420 46.6 57.5AOC 60 0 13.3 0TOTAL 450 730 100 100


49


c) SamsungCDRW DVDRW


d) LGCDRW DVDRW


c) Sony CDRW DVDRW



AVERAGE NUMBER OF SAMSUNG DVDRW’s SOLD BY A DEALER – 29

TOTAL NO. OF CDRW’s & DVDRW’s SOLD IN EAST DELHI



SAMSUNG 200 290 40 36LG 150 240 30 29.5AOC 150 280 30 34.5TOTAL 500 810 100 100

50


3. Hard Disk Drives

a) SamsungIDE SATA


b) SeagateIDE SATA




AVERAGE NUMBER OF SAMSUNG IDE HDD’s SOLD BY A DEALER – 23

AVERAGE NUMBER OF SAMSUNG SATA HDD’s SOLD BY A DEALER – 31

51

TOTAL NO. OF IDE’s & SATA’s SOLD IN EAST DELHI


IDE SATA IDE SATA

SAMSUNG 230 310 47 35SEAGATE 240 420 49 48WESTERN DIGITAL 20 150 4 17TOTAL 490 880 100 100


4. Laser Printers



b) HPColour B/W


52

c) Epson Colour B/W


AVERAGE NUMBER OF SAMSUNG Colour Laser Printers SOLD BY A DEALER – 5

AVERAGE NUMBER OF SAMSUNG B/W Laser Printers SOLD BY A DEALER – 3

TOTAL NO. OF CLP’s & B/W printers’s SOLD IN EAST DELHI



SAMSUNG 50 30 10.5 10.5HP 340 200 72.5 71.5EPSON 80 50 17 18TOTAL 470 280 100 100


53

NORTH DELHI

15 Dealers were surveyed in the North Delhi area.








AVERAGE NUMBER OF SAMSUNG LCD’s SOLD BY A DEALER – 23.3

AVERAGE NUMBER OF SAMSUNG CRT’s SOLD BY A DEALER – 36.6

TOTAL NO. OF LCD’s & CRT’s SOLD IN NORTH DELHI



SAMSUNG 350 550 53 53LG 240 490 36.5 47AOC 70 0 10.5 0TOTAL 660 1040 100 100

54





b) LGCDRW DVDRW


c) Sony CDRW DVDRW



AVERAGE NUMBER OF SAMSUNG DVDRW’s SOLD BY A DEALER – 31.3

55

TOTAL NO. OF CDRW’s & DVDRW’s SOLD IN NORTH DELHI



SAMSUNG 300 470 62.5 46LG 80 250 16.5 24.5AOC 100 300 21 29.5TOTAL 480 1020 100 100


3. Hard Disk Drives

a) SamsungIDE SATA


b) SeagateIDE SATA




56

AVERAGE NUMBER OF SAMSUNG IDE HDD’s SOLD BY A DEALER – 19.3

AVERAGE NUMBER OF SAMSUNG SATA HDD’s SOLD BY A DEALER – 23.3

TOTAL NO. OF IDE’s & SATA’s SOLD IN NORTH DELHI


IDE SATA IDE SATA

SAMSUNG 290 350 44.5 42SEAGATE 310 360 47.5 43.5WESTERN DIGITAL 50 120 8 14.5TOTAL 650 830 100 100


4. Laser Printers



57

b) HPColour B/W


c) Epson Colour B/W


AVERAGE NUMBER OF SAMSUNG Colour Laser Printers SOLD BY A DEALER – 4


TOTAL NO. OF CLP’s & B/W printers’s SOLD IN NORTH DELHI



SAMSUNG 60 40 10 18HP 450 150 74 68EPSON 100 30 16 14TOTAL 610 220 100 100


58

DATA ANALYSIS AND INTERPRETATIONOF DEALER SURVEY

Q1) WHICH BRANDS OF PRODUCTS DO YOU SELL?

BRANDS NO. OF DEALERS PERCENTAGE

SAMSUNG 27/62 43.54/100

LG 27/62 43.54/100

SEAGATE 25/62 40.32/100

INTEX 12/62 19.35/100

HP 13/62 20.96/100

EPSON 4/62 6.45/100

SONY 12/62 19.35/100

AOC 5/62 8.06/100

OBJECTIVE- TO KNOW WHICH BRAND IS MOSTLY SOLD BY DEALERS. CONCLUSION- IT IS FOUND THAT PRODUCTS OF SAMSUNG, LG & SEAGATE ARE SOLD BY MOST OF THE DEALERS IN COMPARISON TO BRANDS LIKE INTEX, HP, EPSON & SONY. THIS SHOWS THAT THESE ARE EASILY AVAILABLE IN THE MARKET.

Q2) SINCE HOW LONG HAVE YOU BEEN SELLING IT PRODUCTS?

59

DURATION NO. OF DEALERS PERCENTAGE

LESS THAN 6 MONTHS 7 11.29

6 MONTHS-1 YEAR 16 25.80

1 YEAR- 2 YEARS 18 29.03

ABOVE 2 YEARS 21 33.87

TOTAL 62 100%

OBJECTIVE: TO KNOW HOW LONG A DEALER HAS BEEN IN THE IT MARKET.

CONCLUSION: FROM THE ABOVE DATA IT IS FOUND THAT MOST OF THE DEALERS ARE SELLING IT PRODUCTS FOR AT LEAST 2 YEARS OR MORE.

Q3) WHAT ARE THE IT PRODUCTS YOU NORMALLY SELL?

60

PRODUCTS DEALERS RESPONSE PERCENTAGE

CRT/LCD MONITORS 52/62 83.87

CD/DVD DRIVES 40/62 64.51

HDD DRIVES 39/62 62.9

PRINTERS 13/62 20.96

OBJECTIVE: TO KNOW, ACCORDING TO DEALER WHICH PRODUCTS ARE BEING SOLD THE MOST

CONCLUSION: FROM THE COLLECTED DATA IT IS FOUND THAT COMPUTER DISPLAY MONITORS FORM THE BULK OF A DEALER’S STOCK. OTHER POPULAR PRODUCTS ARE HARD DISK DRIVES AND OPTICAL DISC DRIVES.

Q4) HOW MANY LCD’s & CRT’s DO YOU SELL IN A MONTH?

PRODUCTS DEALERS RESPONSE PERCENTAGE

LESS THAN 10 10/62 16.12

10 – 30 28/62 45.16

30 – 80 18/62 29.03

80 & ABOVE 6/62 9.67

61

OBJECTIVE: TO KNOW THE AVERAGE NO .OF SALES MADE BY DEALERS.

CONCLUSION: FROM THE SURVEY IT IS FOUND THAT DEALERS USUALLY SELL AN AVERAGE OF 10 – 30 DISPLAYS A MONTH.

Q5) WHICH FEATURES DOES CUSTOMER MOST LOOK INTO, WHILE BUYING LCD’s & CRT’s?

FEATURES DEALER’S RESPONSE PERCENTAGE

PRICE 52/62 83.87

FEATURES 8/62 12.90

WARRANTY 22/62 35.48

BRAND IMAGE 25/62 40.32

ANY OTHER 2/62 3.22

62

OBJECTIVE: TO KNOW DEALER’S OPINION THAT WHICH FEATURES ARE MOSTLY PREFERRED BY CUSTOMERS, WHILE PURCHASING LCD’S & CRT’S.

CONCLUSION: IT IS NOTICED THAT ALMOST 84% OF DEALERS’ OPINION IS THAT PRICE IS THE MOST CRUCIAL FEATURE WHICH CUSTOMERS LOOK INTO WHEN PURCHASING. THEN COME OTHER CRITERIA LIKE BRAND IMAGE (40.32%), WARRANTY (35.48%), FEATURES (13%) & OTHER FEATURES LIKE COLOUR RESOLUTION (3%).

Q6) WHAT CAN SAMSUNG DO TO MOTIVATE YOU TO SELL MORE SAMSUNG PRODUCTS RATHER THAN ANY OTHER BRAND?

DURATION DEALER’S RESPONSE PERCENTAGE

MORE %AGE MARGIN 32 51.61

CASH INCENTIVES 15 24.19

SCHEMES WITH GIFTS 11 17.74

LUCKY DRAW 4 6.45

TOTAL 62 100%

63

OBJECTIVE: TO UNDERSTAND THE MOTIVATION OF DEALERS TO SELL A PARTICULAR COMPANY’S PRODUCTS AND TO USE THIS INFORMATION TO INCREASE MOTIVATION.

CONCLUSION: FROM THIS DATA, IT CAN BE ANALYSED THAT %AGE MARGIN AND CASH INCENTIVES ARE THE HIGHEST IN DEMAND. BOTH ARE LIQUID ASSETS IN NATURE, PROBABLY OWING TO THEIR POPULARITY. OTHER SCHEMES WITH GIFTS AND FREE TRIPS AND LUCKY DRAW SYSTEMS ARE NOT AS POPULAR.

Q7) IS THERE ANY SEASONALITY FACTOR IN SALES LCD’s & CRT’s?

RESPONSE DEALER’S RESPONSE PERCENTAGE

YES 8 12.90

NO 54 87.09

TOTAL 62 100%

64

OBJECTIVE: TO KNOW WHETHER SEASONALITY FACTOR PLAY AN IMPORTANT ROLE FOR THE SALE OF LCD’S AND CRT’S OR NOT.

CONCLUSION: IT IS NOTICED, ACCORDING TO 87.09 % OF DEALERS SEASONALITY FACTOR DOES NOT AFFECT SALES OF LCD’s & CRT’s BUT REMAINING 12.90 % DEALER’S OPINION IS THAT DURING DIWALI FESTIVE SEASON THERE IS A BIT RISE IN SALES OF LCD’s & CRT’s.

Q8) a. HAVE YOU BEEN SATISFIED WITH SAMSUNG AS A WHOLE, DURING YOUR EXPERIENCE SELLING SAMSUNG PRODUCTS?

RESPONSE NO. OF RESPONDENTS PERCENTAGE

YES 41 66.12

NO 21 33.88

TOTAL 62 100%

65

OBJECTIVES: TO KNOW HOW SATISFIED THE DEALERS ARE WORKING WITH SAMSUNG DISTRIBUTORS AND SELLING SAMSUNG PRODUCTS AS A WHOLE.

CONCLUSION: MAJORITY OF THE DEALERS ARE SATISFIED WITH SAMSUNG AS A COMPANY BUT SURPRISINGLY, 34% OF DEALERS HAVE SOME PROBLEM OR GRIEVANCE. THEREFORE, STEPS MUST BE TAKEN TO REDUCE THIS NUMBER.

Q8) b. IF NO, WHY NOT?

OFFERS NO. OF RESPONDENTS PERCENTAGE

Late Delivery of Gifts 36/41 87.80

Late Payment of Incentives 8/41 19.51

Higher Pricing 20/41 48.78

Less Demand 12/41 29.26

66

OBJECTIVE: TO KNOW EXACTLY WHAT GRIEVANCES THE DEALERS HAD.

CONCLUSION: FROM THE COLLECTED DATA IT CAN BE SAID THAT LATE GIFT DELIVERY OF PAST SCHEMES WAS A MAJOR GRIEVANCE WITH DEALERS, WITH SOME DEALERS COMPLAINING OF GIFTS NOT BEING RECEIVED AFTER EVEN 1 YEAR OF COMPLETION OF SCHEME. LATE PAYMENT OF INCENTIVES AND HIGH PRICE WERE ALSO IMPORTANT GRIEVANCES, WHILE LESS DEMAND WAS NOT AS IMPORTANT.

Q9) WOULD YOU BE INTERESTED IN BECOMING AN EXCLUSIVE SAMSUNG DEALER IN THE NEAR FUTURE?

RESPONSE DEALER’S RESPONSE PERCENTAGE

YES 22 35.48

NO 40 64.52

TOTAL 62 100%

67

OBJECTIVE: TO KNOW WHAT IS THE GROWTH POTENTIAL OF THAT DEALER AND WHETHER SAMSUNG CAN GAIN AN EXCLUSIVE STRONGHOLD IN THE MARKET.

CONCLUSION: IT IS OBSERVED THAT MOST DEALERS SURVEYED WERE HAPPY SELLING PRODUCTS OF MULTIPLE BRANDS AND WERE NOT INTERESTED IN BECOMING AN EXCLUSIVE SHOWROOM/DEALER OF SAMSUNG. HOWEVER, 35% OF THE DEALERS DID DISPLAY AN INTEREST IN BECOMING AN EXCLUSIVE DEALER AND THIS AREA CAN BE FURTHER EXPLOITED.

68

DATA ANALYSIS AND INTERPRETATIONOF CONSUMER SURVEY

Q1) DO YOU OWN A DESKTOP COMPUTER?

RESPONSE NO. OF CONSUMERS PERCENTAGE

YES 70 100

NO 0 0

TOTAL 70 100

OBJECTIVE- TO KNOW WHETHER PEOPLE BEING SURVEYED OWN A DESKTOP COMPUTER.

CONCLUSION: AFTER THE SURVEY IT IS FOUND THAT ALL THE 70 PEOPLE WHO ARE SURVEYED OWN A DESKTOP COMPUTER.

Q2) WHAT TYPE OF COMPUTER DISPLAY DO YOU OWN?

69

RESPONSE NO. OF CONSUMERS PERCENTAGE

LCD 37 52.85

CRT 22 31.42

CAN’T SAY 11 15.71

TOTAL 70 100%

OBJECTIVE: TO KNOW WHICH TYPES OF DISPLAYS ARE MOST POPULAR WITH CONSUMERS.

CONCLUSION: AS WE HAVE SEEN LCD DISPLAYS ARE FAST CATCHING ON AS THE MOST POPULAR OF ALL DISPLAYS AS 52.85% OF CONSUMERS STATED THAT THEY OWNED AN LCD DISPLAY, FOLLOWED BY CRT WITH 31.42%.

Q3) IN YOUR OPINION, IS LCD A BETTER TECHNOLOGY THAN CRT?

70


YES 59 84.28

NO 11 15.72

TOTAL 70 100

OBJECTIVE: TO KNOW WHAT THE CUSTOMER OPINION IS REGARDING LCDs AND CRTs AND WHERE THE FUTURE GROWTH POTENTIAL IS.

CONCLUSION: FROM THE 70 PEOPLE SURVEYED IT IS OBSERVED THAT ONLY 11 PEOPLE (15.72%) STATED THAT LCD IS NOT A BETTER TECHNOLOGY THAN CRT.

Q4) WHICH BRAND LCD OR CRT ARE YOU CURRENTLY USING?

71

BRANDS NO. OF CONSUMERS

LCD’s CRT’s

PERCENTAGE

LCD’s CRT’s

LG 8 10 21.62 43.47

SAMSUNG 21 12 56.75 52.17

SONY 1 1 2.7 4.34

INTEX 2 - 5.4 -

AOC 3 - 8.1 -

DELL 2 - 5.4 -

ANY OTHER - - - -

TOTAL 37 23 100 100

OBJECTIVE: TO KNOW WHICH BRAND IS CURRENTLY USED BY THE RESPONDENTS

CONCLUSION: IT IS FOUND THAT MOST PEOPLE ARE USING SAMSUNG PRODUCTS, WHETHER IT IS LCD OR CRT. CLOSELY FOLLOWING BEHIND IS LG, WITH 21% AND 43% RESPECTIVELY. NO OTHER BRAND IS CLOSE ENOUGH TO BE CONSIDERED A THREAT.

72

Q5) HOW DID YOU FIND THE PERFORMANCE OF YOUR LCD OR CRT?


EXCELLENT 3 27.27

VERY GOOD 8 72.72

AVERAGE 0 0

POOR 0 0

TOTAL 11 100

OBJECTIVE: TO FIND OUT THE CONSUMERS RESPONSE ABOUT THE PERFORMANCE OF THEIR LCD OR CRT PRODUCT. CONCLUSION: IT IS OBSERVED THAT OUT OF THE CONSUMERS WHO ANSWERED THIS QUESTION, ALMOST 100% ARE HAPPY WITH THEIR PRODUCTS. MOST RATED THEIRS AS VERY GOOD, WITH A FEW GIVING EVEN EXCELLENT RATING. THIS SHOWS THAT EVERY COMPANY IS PRODUCING GOOD QUALITY PRODUCTS HENCE MAKING THE COMPETITION VERY STIFF.

Q6) DO YOU PLAN TO PURCHASE A NEW LCD OR A CRT IN

73

NEAR FUTURE?


YES 13 18.57

NO 18 25.71

MAY BE 39 55.71

TOTAL 70 100%

OBJECTIVE: TO KNOW WHETHER CONSUMERS HAVE ANY PLAN TO PURCHASE A LCD OR A CRT IN THE NEAR FUTURE.

CONCLUSION: MORE THAN HALF OF THE RESPONDENTS (55.71%) STATE THAT THEY MAY PURCHASE A LCD OR A CRT IN THE NEAR FUTURE AND 18.57% DO HAVE PLANS FOR PURCHASING A LCD OR A CRT BUT 25.71% DO NOT HAVE ANY INTENTION TO PURCHASE.

Q7) WHICH REASON WOULD INFLUENCE YOUR DECISION TO BUY A LCD OR A CRT?

74

RESPONSE RANK (ACCORDING TO SURVEY)

PRICE 4

SPACE COVERAGE 1

BETTER PERFORMANCE 3

LOOKS 2

OBJECTIVE: TO KNOW WHICH CRITERIA ARE THE MOST IMPORTANT FOR THE CONSUMER WHEN HE IS MAKING A PURCHASE.

CONCLUSION: PRICE WAS THE MOST IMPORTANT FACTOR IN A CONSUMER’S DECISION TO PURCHASE AN LCD OR CRT. NEXT COMES BETTER PERFORMANCE & FEATURES, FOLLOWED BY LOOKS. CONSUMERS WERE NOT BOTHERED BY THE SPACE COVERED BY THE PRODUCT.

Q8) WHICH BRAND OF LCD’S & CRT’s ARE YOU AWARE OFF?

75


LCD’s & CRT’s

PERCENTAGE

LCD’s & CRT’s

LG57/70 81.4

SAMSUNG61/70 87.14

SONY54/70 77.14

INTEX20/70 28.57

AOC28/70 40

DELL35/70 50

ANY OTHER9/70 12.85

OBJECTIVES: TO KNOW WHICH BRANDS OF LCD & CRT PEOPLE ARE AWARE OF.

CONCLUSION: ACCORDING TO SURVEY DONE, MAXIMUM NUMBER OF CONSUMERS ARE AWARE OF SAMSUNG, LG & SONY BRANDS.THE PERCENTAGE VARIES FROM 77 TO 87. WHEREAS AWARENESS OF BRANDS LIKE INTEX, AOC AND DELL IS LESS IN COMPARISON TO SAMSUNG, LG & SONY.

76

9) a. WHICH BRANDS COME TO YOUR MIND WHILE PURCHASING AN LCD OR A CRT? (RANK THEM FROM 1-7 WITH 1 BEING THE HIGHEST RANK)


LCD’s & CRT’s

PERCENTAGE

LCD’s & CRT’s

LG22 31.42

SAMSUNG33 47.14

SONY9 12.85

INTEX1 1.42

AOC1 1.42

DELL4 5.71

ANY OTHER- -

TOTAL70 100

OBJECTIVE: TO KNOW WHICH BRAND A CONSUMER WOULD PURCHASE IF HE HAD TO MAKE A DECISION.

CONCLUSION: IT IS FOUND THAT SAMSUNG AND LG ARE THE MOST POPULAR OUT OF THE LOT, WITH SAMSUNG HAVING THE HIGHEST BRAND IMAGE WITH 47% OF THE PEOPLE VOTING FOR IT. NEXT IN LINE IS LG WITH 31%.

77

Q9) b. WHAT INFLUENCES YOU TO RATE OUT THE PARTICULAR BRAND FOR A LCD OR A CRT?

REASON CONSUMER’S RESPONSE

PERCENTAGE

TV COMMERCIALS 5 7.14

FRIENDS OR RELATIVES 12 17.14

PERFORMANCE SEEN 48 68.57

NEWSPAPER/MAGAZINE AD 1 1.42

ANY OTHER 4 5.71

TOTAL 70 100%

OBJECTIVE: TO KNOW THE REASON FOR RATING OUT THE PARTICULAR BRAND OF LCD & CRT AS THEIR FIRST CHOICE.

CONCLUSION: WHEN ASKED THE REASON THEY WOULD CHOOSE A PARTICULAR BRAND, 69% OF THE CONSUMERS STATED THAT THEY HAD PERSONALLY SEEN THE PERFORMANCE AND WERE HAPPY WITH IT. 17% SAID IT WAS DUE TO THEIR FRIENDS’ INFLUENCE. ONLY 1% SAID IT WAS DUE TO A MAGAZINE AD.

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Q10) ARE YOU AWARE OF OTHER IT HARDWARE PRODUCTS LIKE HARD DISKS, CD-WRITERS, ETC?


YES 59 84.28

NO 11 15.72

TOTAL 70 100

OBJECTIVE: TO KNOW THE AWARENESS OF CORE IT HARDWARE PRODUCTS LIKE HARD DISK DRIVES AND OPTICAL DRIVES.

CONCLUSION: AFTER THE ANALYSIS, 85% OF THE CONSUMERS SURVEYED STATED THAT THEY HAD SOME KNOWLEDGE OF THE PRODUCTS MENTIONED.

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Q11) IF YES, WHICH HDD BRANDS DO YOU THINK ARE THE MOST RELIABLE?

BRAND CONSUMER’S RESPONSE

PERCENTAGE

SAMSUNG 18 25.71

SEAGATE 45 64.28

MAXTOR 5 7.14

WESTERN DIGITAL 2 2.85

ANY OTHER - -

TOTAL 70 100%

OBJECTIVE: TO KNOW WHICH HARD DRIVES ARE THOUGHT TO BE MOST RELIABLE FROM A CONSUMER’S PERSPECTIVE.

CONCLUSION: FROM THE GATHERED INFORMATION WE SEE THAT SEAGATE ENJOYS A VERY GOOD REPUTATION WITH CONSUMERS WITH 64% OF THE VOTES. NEXT IS SAMSUNG WITH 26% OF THE VOTES AND THE REST ARE WITH MAXTOR AND WESTERN DIGITAL.

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Q12) IF YES, WHICH OPTICAL DRIVE BRANDS DO YOU THINK ARE THE BEST?

BRAND CONSUMER’S RESPONSE

PERCENTAGE

SAMSUNG 33 47.14

SONY 25 35.71

LG 12 17.14

YAMAHA 0 0

ANY OTHER 0 0

TOTAL 70 100%

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Q13) a. WOULD ANY OFFER MOTIVATE YOU TO BUY AN LCD OR A CRT OF A PARTICULAR BRAND?


YES 34 48.57

NO 10 14.28

MAYBE 26 37.14

TOTAL 70 100%

OBJECTIVE: TO KNOW WHETHER ANY OFFER ATTRACTS THE CONSUMERS WHILE PURCHASING AN LCD OR A CRT.

CONCLUSION: WHEN ASKED WHETHER ANY OFFER WOULD ATTRACT THE CONSUMERS, ALMOST 50% SAID YES, THEY WOULD BE TEMPTED TO BUY IF GIVEN A SUITABLE OFFER. THERE IS TREMENDOUS POTENTIAL HERE WITH 37% OF THE RESPONDENTS STATING THAT THEY MIGHT BE INTERESTED. ONLY 14% SAID THAT THEY WOULD DEFINITELY NOT BE INTERESTED.

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Q13) b. IF YES, WHAT KIND OF OFFERS?

OFFERS CONSUMERS RESPONSE PERCENTAGE

DISCOUNTS 54/70 77.14

FREE GIFT VOUCHERS 2/70 2.85

FINANCE SCHEMES 12/70 17.14

COMBO OFFERS 20/70 28.57

ANY OTHER 0/70 0

OBJECTIVE: TO KNOW WHICH OFFERS ATTRACT THE CONSUMERS, WHILE PURCHASING A LCD OR A CRT.

CONCLUSION: THE ANALYSIS SHOWS THAT DISCOUNTS PLAY A MAJOR ROLE IN ATTRACTING CUSTOMERS i.e. 77.14%. BESIDES DISCOUNTS, COMBO OFFERS (28.57%) & FINANCE SCHEMES (17.14%) ALSO ATTRACT THE CUSTOMERS UPTO SOME EXTENT.

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KEY FINDINGS

SAMSUNG has got one of the strongest Distribution Channels, by having its dealers across all IT hardware markets in Delhi, which include both the Exclusive showrooms as well as the multiple brand retailers.

If we consider complete Delhi market it is found that SAMSUNG has got the highest market share in LCD’s as well as in CRT’s.

By comparing all the zones, it is found that it’s the South Delhi Market which is the PREMIUM market in Delhi where maximum number of Samsung products are being sold. More than half of all IT hardware products are being sold in South Delhi, with Nehru Place being the main hub. The surrounding markets of Nehru Place are also popular.

SAMSUNG has covered the South Delhi IT Market very well by having its showrooms in all the IT markets like Nehru Place, Kalkaji, East of Kailash, Sant Nagar, etc.

SAMSUNG has got the maximum number of series i.e. 4 different models in LCD displays in comparison to its major competitors like LG, AOC, etc. This shows that the company offers its customers an excellent variety of models with different features in various ranges, so the customer can choose according to his need.

SAMSUNG innovates its new products in the market at regular interval of time. Latest example is the launch of a new LCD Display i.e. Myst. This shows that good designs and innovative technology is the most important differentiator for Samsung from competition.

It’s not a single factor like brand image, features, price or looks that is considered by a consumer while purchasing a LCD or a CRT. Each and every factor is considered by consumer.

From the consumer survey of 70 people, it is found that 87% of the consumers are aware of SAMSUNG LCD’s & CRT’s whereas if we consider other brands like SONY & LG nearly 75%-80% consumers are aware and brands like INTEX, AOC, DELL awareness is not even 50%. This shows that SAMSUNG is advertising LCD’s & CRT’s at regular intervals.

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From both the surveys, one thing was common that OFFERS do attract customers for purchasing LCD’s & CRT’s but up to certain extent. So the company should give some offers like COMBO OFFERS, GIFT VOUCHERS etc. but the top most thing is QUALITY and AFTER SALES SERVICE which every customer requires.

Also the company is attracting dealers with exciting gifts and trips by holding various schemes at regular intervals like the Bond-to-Win scheme, the SI Printer Scheme, etc.

Samsung is not in the best of favours with dealers due to late delivery of gifts and incentives. The dealers feel that Samsung’s focus lies more towards the distributor whereas LG’s focus (Samsung’s key competitor) lies with the dealer.

System Integrators were also not happy with inflexibility of Samsung to convert its prizes into cash or otherwise.

LG does not announce any official schemes, but is providing 1% backend to system integrators/retailers regularly and unofficially. This ensures retailers have goodwill towards LG and try and sell more of LG products.

Key IT markets like Wazirpur, Janakpuri and Laxmi Nagar are not being covered very regularly by sales professionals and there is a danger of losing ground in these markets.

Samsung products have been found to be DOA (Dead on Arrival), or with some wires missing, etc. This plus long service times is infuriating customers and dealers alike.

Some authorized Samsung retailers are importing Samsung LCD products from cheaper markets like Taiwan. This is creating price instability in the market between Star Elite partners, retailers and system integrators.

Samsung should strive to ensure that the gifts and incentives are sent out regularly and quickly, as this is the cause of most grievances of Star partners/retailers.

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CHANNEL MANAGEMENT STRATEGIES

SAMSUNG has spread out its outlets very well across all the Delhi IT markets especially in South Delhi Market but still some of the areas like Laxmi Nagar, Krishna Nagar, Shakarpur & Mayur Vihar need to be focused upon.

The Company should conduct regular training programmes to educate the sales forces, dealers and company employees on the company's latest technology and design, how it is different from what competitors are offering, and how to better explain the difference to the consumers and retailers. Proper demonstration about every new launch of product so that it can help them to give demonstration to customers.

The company should plan to enhance market penetration and grow the market for LCD & CRT displays in Delhi by enhancing the product availability across multi brand counters as there are many multi brand counters which keep Samsung’s other products but not LCD’s & CRT’s.

In the survey it was found that those consumers who have bought a LCD or a CRT are satisfied with the performance of their respective brand LCD’s or CRT’s. This shows that there is tough competition in the market and therefore company has to manufacture its products with such features & technology which can differentiate its products from other brands. Not only this, the company should give those offers which must reflect an edge over offers which the competitors are giving.

Samsung should regulate the pricing strategy followed by its National Distributors and Star Elite partners so that it remains in control.

LG, Samsung’s key competitor, is giving free LG products to retailers who are maintaining good sales volumes. LG also maintains 5% of its income to distribute as gifts and incentives. Samsung needs to counter this.

Ultimately, the company’s link to the consumers are the retailers and they must be kept happy with regular backend and incentives. Alienation of these retailers will results in loss of sales to potential customers as well as fall in market share.

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LIMITATIONS OF THE STUDY

During the dealer survey, some of the dealers did not give the exact information about number of products sold by them in a month.

While this project was undertaken keeping in view all of Samsung’s IT hardware products, it focuses much more on Display products as these are the key products on which the company is focusing.

The market size of IT products achieved, is exclusive of institutional sales i.e. sales to courts, hotels, corporate bodies, etc.

Study was conducted with dealers selling mostly Samsung products, with most of them selling LG, Seagate, etc. products in lower quantities. Therefore, this might skew the results a bit.

Primary Data has been collected for this report with a small study group, disregarding all previous studies or findings. This study does not take into account the IT market in Delhi as a whole, but only 62 dealers.

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DEALER QUESTIONNAIRE

1) Which brands of products do you sell? (please tick)

SAMSUNG ____LG ____ SEAGATE ____INTEX ____HP ____EPSON ____AOC ____SONY ____ANY OTHER …………………………………………

2) Since how long have you been selling IT products?

.....................................................................................................

3) What are the IT products you normally sell?

a. CRT/LCD Monitorb. CD/DVD Drives c. Hard Disk Drivesd. Printers

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3) Which brand is mostly preferred by customers? ......................................................................................................

4) How many LCD’s & CRT’s do you sell in a month?

a. Less than 10b. 10 – 30c. 30 – 80d. 80 & above

5) Which features does customer most look into, when buying LCD’s & CRT’s?

a. Priceb. Featuresc. Warrantyd. Brand Imagee. Other ………………………………….

6) What can Samsung do to motivate you to sell more Samsung products rather than any other brand?

a. Give more %age marginb. Give cash incentives for reaching sales goalsc. Hold more points schemes with gifts and free tripsd. Hold random lucky drawe. Other ………………………………………………………

7) Is there any seasonality factor in sales of LCD’s & CRT’s?

YES NO (If Yes Please specify which season) ……..………………………...................

8.a) Have you been satisfied with Samsung as a whole, during your experience selling Samsung products?

YES NO

8.b) If no, why not?

Late Delivery of Gifts ____

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Late Payment of incentives ____ Higher pricing ____ Less Demand ____

Any Other ____ (Please specify) ……………………………....

9) Would you be interested in becoming an exclusive Samsung dealer in the near future?

YES NO

DEALER DETAILS:

NAME OF DEALER …………………………………………………… NAME OF SHOP…………………………………………………….......

ADDRESS..………………………………………………………………

PHONE NO………………………………………………………………

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CONSUMER QUESTIONNAIRE

1) Do you own a desktop computer?

YES NO (If your answer is NO then move to question no.6 but if YES then continue)

2) Which type of computer display do you own?

LCD CRT CAN’T SAY

3) In your opinion, is LCD a better technology than CRT?

YES NO 4) Which brand LCD or CRT are you currently using?

BRAND LCD CRT SAMSUNG ----- -----

LG ----- ----- SONY ----- ----- INTEX ----- -----

AOC ----- ----- DELL ----- ----- ANY OTHER ----- ----- (Please specify) ………………………………………………………..……....

5) How did you find the performance of your LCD or CRT?

EXCELLENT VERY GOOD AVERAGE POOR

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6) Do you plan to purchase a new LCD or a CRT in the near future?

YES NO MAY BE

(In case your answer is NO still continue)

7) Which reason would influence your decision to buy a LCD or a CRT?

PRICE ----- SPACE COVERAGE ----- BETTER PERFORMANCE ----- LOOKS -----

8) Which brand of LCD’s & CRT’s are you aware off? BRAND LCD CRT

SAMSUNG ----- ----- LG ----- ----- SONY ----- ----- INTEX ----- -----

AOC ----- ----- DELL ----- ----- ANY OTHER ----- -----

(Please specify) ……………………………………………………….……....

9.a) Which brands come to your mind while purchasing a LCD or a CRT? (Rank them from 1-7 in which 1 being the highest rank)

BRAND LCD CRT

SAMSUNG ----- ----- LG ----- ----- SONY ----- ----- INTEX ----- -----

AOC ----- ----- DELL ----- ----- ANY OTHER ----- -----

9.b) What influences you to rate out the particular brand for a LCD or a CRT?

TV COMMERCIALS ----- FRIENDS OR RELATIVES ----- PERFORMANCE SEEN -----

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NEWSPAPER/MAGAZINE AD ----- ANY OTHER -----

(Please specify) ……………………………………………………….……....

10) Are you aware of other IT hardware products like Hard disks, CD-Writers, etc?

YES NO

11) If yes, which hard disk drive brands do you think are the most reliable?

a. SAMSUNG ----- b. SEAGATE -----c. MAXTOR -----d. WESTERN DIGITAL -----

e. ANY OTHER -----

(Please specify) ………………………………………………………..……....

12) If yes, which optical drive brands do you think are the best?

a. SAMSUNGb. SONYc. LGd. YAMAHAe. ANY OTHER(Please specify) ………………………………………………………..……....

13.a) Would any offer motivates you to buy a LCD or a CRT of a particular brand?

YES NO MAYBE

13.b) If yes, what kind of offers?

DISCOUNTS ----- FREE GIFT VOUCHERS ----- FINANCE SCHEMES ----- COMBO OFFER ----- ANY OTHER -----

(Please specify) …………………………………………………....

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PERSONAL DETAILS:

NAME …………………….……………………….……………………...… GENDER: Male Female

AGE GROUP:

Below 18 yrs 18-25 yrs 25-40 yrs 40 & above

PHONE NO/MOBILE NO …………………………………………………

OCCUPATION:

Student Businessman Service Other

BIBLIOGRAPHY

Samsung.com

Google.com

Various Broachers of Samsung India Electronics Pvt. Ltd.

Sales Guides of Samsung India Electronics Pvt. Ltd.

Marketing Research :- Harper W. Boyd, Jr. Ralph Westfall,

Stanley F. Stasch

Consumer Behavior :- Leon G. Schiffmn, Leslie Lazar Kanuk

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