"A Study On Customer Preference of LG Lap-Top": Dr. Srinivasa Rao Kasisomayajula

International Journal Of Computational Engineering Research (ijceronline.com) Vol. 3 Issue.
A Study on Customer Preference of LG Lap-Top

Dr. Srinivasa Rao Kasisomayajula
Principal/Professor,Dept of Business Management,Vijaya P.G.College,Munaganoor,Hayathnagar,Ranga Reddy
Res: H.No.3-2-112/3, Meena Nagar, Bhongir-508116,Nalgonda District, Andhra Pradesh, India
Abstract:
The consumers tastes are changes rapidly. They want new models with the latest features. It is a very
hard fight. The competition is on features differentiation, time to market and promotion, basically on every
front. The dealer-push and brand pull, both plays a very crucial role. Hence the company concentrate on both
fronts equally will have an upper hand over the others. Companies like hp, Compaq, Lenovo, Sony and LG have
practices this very well and leading on the sales front. The dealers have to observe that the consumers add a lot
of value after sales and service provided by the company while making a purchase decision. Today Management
of Customers relationship is assuming more and more importance and company cannot afford to ignore this.
Based on the above response, hp and Compaq, provide better customer service as compared to others.
I. Introduction
By 2005, LG was in a Top 100 global brand, and in 2006, LG recorded a brand growth of 14%. Now
the world's largest plasma panel manufacturer, its affiliate, L.G. Display is one of the largest manufacturers of
liquid crystal displays. Also in 2006, the company's mobile Phone division, LG Mobile, marketed the L.G
Chocolate phone, changing the company's image of the maker of thick 3G phones. It now focuses on the design
and marketing of phones such as the L.G. shine, the LG Glimmer. As a result, the company was picked as "The
Design Team of the Year" by the Red Dot Design Award in 2006~2007 and is often called the "New Apple" in
the industry and online communities
1.1 Objectives of the Study
As part of this article, I undertook the study at the LG Electronics in the pertaining to consumer
electronics. The following are the main objective of this article.
To identify the consumers taste and preference of laptops and desktops among consumers.
To carry out detailed research on the preferences of LG desktops and laptops among the consumers
To know the service and performance of the IT products between LG and its competitors.
To know the product quality and pricing between LG and its competitors.
1.2 Scope of the Study
In order to achieve steady growth in this highly competitive market, the companies should be aware of
its competitors. This study will provide an overall view of consumer perception about consumer electronics and
market study of LG consumer products. This study can be viewed from qualitative nature as well as quantitative
since it tries to know the opinions, view and suggestions of dealers and statistical tools have been used.
1.3 Limitation of the Study
The study is limited to Hyderabad only. Because of limited cost research is conducted with 50 samples
of consumers only. The data is collected from the consumers are qualitative in nature i.e. Views options
perceptions etc., these factors changes time to time.The data collected are primary in nature. Hence there is
chance for a biased of misleading response from the consumers. On the other occasion consumers were
reluctant to give information, because they were busy.
2. Methodology
Methodology states how research study should be undertaken. These include specification of research
design, source of data, method of primary data collection, field work carried, analysis and interpretation done
limited inherited in the conserved article. In the present research approached used in the survey method. All the
consumers include in the survey were given a questionnaire and brief introduction about the company plan for
strengthening their consumer support.
2.1 Research Design
A research design is generally a pure and simplified framework and certain plan for a study that will
guide the collection and analysis of data where information needed. The function of the research design is to
ensure that the required data is obtained and collected accurately and economically. Research design is basic
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A Study On Customer Preference

framework, which provides guideline for the best of research purpose. In short, research design is planned
structure and strategy of investigation conceived so as to obtain specified answer or solution to research
question and to control variance. Here the research design used for this research is descriptive.
Source of Data: Data sources consisted of both primary and secondary sources.
2.2 Primary Data
A questionnaire was used to conduct the whole survey. To control the response bias and to increase the
reliability of the data, a structured pattern of question was also used in the questionnaire. The advantages of
using this specified construction of the questionnaire are being administrative simplicity and easy in data
processing analysis, and the interpretation. The questionnaire consists of dichotomous and the multi choice
question to allow as possibilities to be covered. The question was asked directly to the consumers and in the
direct disguised form so as to avoid confusion and to get the best and reliable answer.
2.3 Secondary Data
The information about the consumers number and their address were obtained which were formed as
the secondary data sources.
2.4 Sampling Plan and Sampling Design
Sample selection of consumers throughout Hyderabad was taken for the survey to get the homogeneous
and true representation of LG electronics.
2.5 Sample Size
50 Consumers are taken in Hyderabad.
2.6 Sampling Method
Judgment sampling was restored for the study of each respondent was assigned a number to
identification, process the data analysis and the survey was conducted accordingly.
2.7 Tools Used for Analysis
Chi square method
Percentage Method
Results and Discussions
Table1- Observed Frequency
(No. of Respondents)
Parameter
Service
Performance
Pricing
Product quality
Brand image
Total Demand
Very good or
very high
15
23
15
9
13
(A) 75
Per
cent
30%
46%
30%
18%
26%
30%
Good or
high
25
15
18
26
23
107
Per
cent
50%
30%
36%
52%
46%
43%
Normal
10
12
17
15
14
68
Per
cent
20%
24%
34%
30%
28%
27%
Sample
size
50(B)
50
50
50
50
(N) 250
Table 2-Chi Square Value
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Null Hypothesis
There is no association between consumer opinions and various selection criteria of LG
Assumed, Level of Significance () = 5%
Degree of freedom (v) =(r-1) (c-1) Where r = number of rows, c = number of columns
v = 5 1 = 4, 3 1 = 2, degree of freedom (V) 4 * 2 = 8 Critical value = 15.5
The calculated value of 2 (13.2484) is less than the Critical value (15.5) Hence the null hypothesis is rejected.
i.e. There is an association between consumer opinions and selection criteria.In situations where there relative
importance of all the items of the distribution is not the same name. If the same items in a distribution are more
important than others, then this point must be born in mind, in order that average computed is the representative
of the distribution. In such case, proper weight age is to be given to various items the weight attached to each
item being proportional to the important of the item in the distribution. If N is the sample size and W are the
weight, weighted average is calculated by:
2.8 INTERFACE:
Table value of 2 at 5% level of significance is 15.5 since, calculated value is lesser than the tabulated value,
null hypothesis is accepted i.e. consumers do not differ in their opinion on the various selection criteria of LG.
Table 2 Comparing Statement for various brands of similar products
PerPerPerPerFeature
HP
SONY
LG
ACER
cent
cent
cent
cent
Product quality
20
40%
15
30%
10
20%
5
10%
Pricing
15
30%
18
36%
9
18%
8
16%
Service
12
24%
20
40%
9
18%
9
18%
Performance
13
26%
16
32%
11
22%
10
20%
Brand Image
19
38%
16
32%
10
20%
5
10%
Overall rating
15
30%
17
34%
10
20%
8
16%
Ranking
Second Rank
First Rank
Third Rank
Fourth Rank
Total
Rsps.
50
50
50
50
50
50
3. Inference
Thus HP stands 1st among the product quality, Sony 2nd, LG 3rd and ACER stands 4th position.
Consumers feel that price is higher for Sony, 2nd highest is HP, 3rd highest is LG and least is ACER. Consumers
feel that Sony is the best amount various brands for service, HP is 2 nd best and 3rd best are LG and ACER.
Consumers feel that Sony is the best amount various brands for performance, 2nd best is HP, 3rd best are LG and
least is ACER. Consumers feel that HP is the best amount various brands for brand image, 2 nd best is Sony, 3rd
best is LG and least is ACER. Consumers feel that SONY and HP provide more offerings with 30% but in case
of LG and ACER it is quite less with 20%. It is seen that Consumers give first preference to SONY and it stands
first with 34%, 2nd best is HP with 30%, 3rd best is LG with 20% and 4th is ACER with 16%.
3.1 FINDINGS
As far as product quality is concerned HP stands best with 40%, 2nd best is SONY with 30%, LG stands
rd
3 position with 20%, and ACER stands 4th position with 10%. As far as pricing is considered ACER is
comparatively cheaper with 16%, 2nd stands LG with 18%, 3rd highest is HP with 30% and the most expensive is
SONY with 36%. As far as service is concerned, SONY has scored 40% and stands best and 2nd best is HP with
24%, 3rd best are LG and ACER with 18%. As far as performance is concerned, SONY has scored 32% and
stands best, 2nd HP with 26%, 3rd LG with 22%, and 4th ACER with 20%. As far as brand image is concerned
HP has scored 38% and stands best, 2nd best is SONY with 32%, 3rd LG with 20% and 4th ACER with 10%. It is
found that offers and promotions given by LG is not satisfied it stands around 20% whereas SONY and HP
stands best with 30%. It is found that consumers give first preference to SONY and it stands first with 34%, 2nd
best is HP with 30%, 3rd best is LG with 20% and 4th is ACER with 16%.
4. Conclusion
This article is done in order to find out the performance of LG IT products among its competitors as
Hyderabad is a fast developing metropolitan city always buzzing with activities the rate of towards electronic
product is high and they prefer customers, the best too. Any business and all the related activities revolve
around the customers only. Customer satisfaction can be achieved only by offering better quality products
backed up by performance and better services. This can be satisfied by designing the products in such a way that
is suits the wants and preferences of the customer.
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5. Suggestions
The company has to introduce more quality features to its existing laptops and desktops in order to
increase their sales. As far as price is concerned it is normal but compared to Acer its price is little bit higher.
Prompt service is available only for home appliances, if it is implemented for IT products is would satisfy the
consumer and they would opt for our project. Battery backup and display clarity has to be improved in order to
compete with the other brands. As far as offers are concerned, the company can give CDs like general
knowledge, dictionary and encyclopedia, song CDs and also free accessories which is more useful to the
consumers. In case of promotion, the company should promote their IT products by giving TV Adds, by
distributing the pamphlets and by conducting more road shows. In order to improve the brand image the
company has to start their own retail outlets in many places.
References
[1]
[2]
[3]
[4]
Philip Kotler, Marketing management . eleventh edition, Pearson Education

R.S.N. Pillai and Bagavathi, Modern marketing principles and Practices., Second Edition , S.chand and
Company Ltd, New Delhi.
P.R. Vittal and V. Malini, Statistical and Numerical Methods, First Edition, Margam Publications,
Chennai.
www.lglaptops.com
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International Journal Of Computational Engineering Research (ijceronline.com) Vol. 3 Issue.

A Study on Customer Preference of LG Lap-Top

A Study On Customer Preference

Table 2-Chi Square Value

A Study On Customer Preference

A Study On Customer Preference

Philip Kotler, Marketing management . eleventh edition, Pearson Education

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