CONSUMERS’ PERCEPTION TOWARDS LG

ELECTRONICS BRAND

By

Sabita Kafle
Exam Roll No.:21160/18
TU Reg No.:5-2-19-381-2017

A Summer Project Report submitted to

Faculty of Management, Tribhuvan University

In partial fulfillment of the requirements for the degree of

BACHELOR OF BUSINESS ADMINISTRATION (BBA)

at the

Madhyabindu Multiple

Campus

Tribhuvan University

Kawasoti, Nawalparasi

April, 2023
 DECLARATION

This is to certify that I have completed the Summer Project entitled CONSUMERS’
PERCEPTION TOWARDS LG ELECTRONICS BRAND under the guidance of Mr.
Yagya Prasad Rijal in partial fulfillment of the requirements for the degree of Bachelor of
Business Administration (BBA) at Faculty of Management, Tribhuvan University. This is
my original work and I have not submitted it earlier elsewhere.

Date:
Signature:
Name:

ii
 CERTIFICATE FROM THE SUPERVISOR

This is to certify that the summer project entitled CONSUMERS’ PERCEPTION

TOWARDS LG ELECTRONICS BRAND is an academic work done by Sabita Kafle
submitted in the partial fulfillment of the requirements for the degree of Bachelor of
Business Administration at Faculty of Management, Tribhuvan University under my
guidance and supervision. To the best of my knowledge, the information presented by
him/her in the summer project report has not been submitted earlier.

Signature:
Name of Supervisor: Yagya Prasad Rijal
Date:

iii
 ENDORSEMENT

We hereby endorse the project work report entitled CONSUMERS’ PERCEPTION

TOWARDS LG ELECTRONICS BRAND submitted by Sabita Kafle of
Madhyabindu Multiple Campus Kawasoti, Nawalpur, in partial fulfillment of the
requirements for the degree of the Bachelor of Business Administration (BBA) for
external evaluation.

Signature: Signature:
Prof. Bishnu Prasad Lamsal, PhD Prof. Ganeshman Giri

Chairman, Research Committee Campus Chief

Date: Date:

iv
 FACULTY OF MANAGEMENT TRIBHUVAN UNIVERSITY

VIVA VOCE SHEET

We, the undersigned, have examined the summer project entitled CONSUMERS’
PERCEPTION TOWARDS LG ELECTRONICS BRAND presented by Sabita Kafle, a
candidate for the degree of Bachelor of Business Administration (BBA) and conducted the
viva voce examination of the candidate. We hereby certify that the summer project is worth
of acceptance.

Signature

Supervisor

Signature

External Examiner

Signature

Chairperson, Research Committee

Date:

v
 ACKNOWLEDGEMENT

The research on CUSTOMERS’ PERCEPTION TOWARDS LG ELECTRONICS

BRAND was given to me as a part of the curriculum in the seventh semester of
Undergraduate degree in Business Administration.

I would like to express my sincere gratitude to Mr. Yagya Prasad Rijal Sir to acknowledge
his esteemed scholarly guidance, assistance and knowledge without which I would not have
been able to complete this work timely and fruitfully.

Similarly, I would like to thank Administration of Madhyabindu Multiple Campus for their
academic assistances. I have tried my best to present the information as clearly as possible
using basic terms that I hope will be comprehended by wide spectrum of researchers,
analysts and students.

I would also like to thank my friends and family for their invaluable support without which
the project would not have materialized. Last but not the least I would like to thank the
almighty for always helping me and getting me through the toughest of times.

vi
 TABLE OF CONTENT

Contents
DECLARATION ................................................................................................................................. ii
CERTIFICATE FROM THE SUPERVISOR ..................................................................................... iii
ENDORSEMENT ............................................................................................................................... iv
FACULTY OF MANAGEMENT TRIBHUVAN UNIVERSITY VIVA VOCE SHEET ................... v
ACKNOWLEDGEMENT .................................................................................................................. vi
TABLE OF CONTENT ..................................................................................................................... vii
LIST OF ABBREVIATION ................................................................................................................ ix
EXECUTIVE SUMMARY.................................................................................................................. x
CHAPTER I INTRODUCTION .......................................................................................................... 1
1.1 Context Introduction ................................................................................................................... 1
1.2 Statement of Problem ................................................................................................................. 2
1.3 Objectives of the Study ............................................................................................................... 2
1.4 Significance of the study ............................................................................................................. 2
1.5 Limitations of the study............................................................................................................... 3
1.6 Literature Survey ........................................................................................................................ 3
1.7 Conceptual Framework .............................................................................................................. 5
1.7.1 Variables .............................................................................................................................. 5
Independent variable Dependent variable.......................................................................................... 5
1.7.1.1Features and Innovations ....................................................................................................... 6
1.7.1.2Product Price ......................................................................................................................... 6
1.7.1.2Product Experience and Customers Service .......................................................................... 6
1.7.1.3Customer’s Expectations and Recommendation ................................................................... 6
1.7.1.4Consumer’s Perception .......................................................................................................... 7
1.8 Research Methodology ............................................................................................................... 7
1.8.1 Research Design .................................................................................................................. 7
1.8.2 Nature and Sources of Data ................................................................................................. 7
• Primary source.......................................................................... Error! Bookmark not defined.
1.8.3 Population and Sample ........................................................................................................ 7
1.8.4 Sampling Procedure ............................................................................................................. 8

vii
 1.8.5 Data Collection Procedure ................................................................................................... 8
1.8.6 Data Analysis Tools ............................................................................................................. 8
Bar Diagram & Pie-Chart ................................................................................................................. 8
Mean ................................................................................................................................................. 8
Percentage Distribution .................................................................................................................... 8
CHAPTER II........................................................................................................................................ 9
DATA PRESENTATION AND ANALYSIS ........................................................................................ 9
2.1 Respondents’ profile ................................................................................................................... 9
2.1.1 Gender of respondents ......................................................................................................... 9
2.1.2 Age of respondents ............................................................................................................ 10
2.1.3 Qualification of Respondents ............................................................................................ 12
2.1.4 Profession of Respondent .................................................................................................. 13
2.2 Descriptive Analysis ................................................................................................................. 14
2.3 Findings and Discussion .......................................................................................................... 18
2.3.1 Findings ............................................................................................................................. 18
2.3.2 Discussion .......................................................................................................................... 19
CHAPTER III .................................................................................................................................... 20
CONCLUSION AND ACTION IMPLICATIONS ............................................................................ 20
3.1 Conclusion ................................................................................................................................ 20
3.2 Action Implications ................................................................................................................... 21
REFERENCE ..................................................................................................................................... 22
APPENDIX ........................................................................................................................................ 25
Questionnaire for my Summer Project ........................................................................................... 25
3. Qualification: ............................................................................................................................ 25
4. Profession: ................................................................................................................................ 25
Questionnaire:................................................................................................................................. 25

viii
 LIST OF ABBREVIATION

Et. al : And others

i.e. : That is

No. : Number

Prof. : Professor

Sig. : Significance

SPSS : Statistical Package for Social Science

% : Percentage

& : And

LG : Life’s Good

ix
 EXECUTIVE SUMMARY

The purpose of this research is to identify the consumer’s perception towards lg electronics
brand and to study what factors they considered after purchasing lg brand product. His
survey was conducted to examine the different factors that plays a major role to identify
consumer’s perception towards lg electronics brand which can be done by considering the
factors such as brand quality, reliability, durability, product price, product experience,
product expectations, after-sales service, etc. This survey was conducted to examine
whether the consumers of lg electronics brand are satisfied and found its products as per
their expectations or not. In order to interpret the objectives, data were collected by primary
sources through questionnaire survey by convenience sampling method. To interpret the
data, people of Kawasoti, Nawalparasi are taken as a population and to represent the
population, sample size of 30 respondent was selected randomly. For this research project,
questionnaire method is used as the instrument for data collection. Data collected are
analyzed using descriptive statistics and other tools such as percentage distribution, mean.

The study is done on the topic of Customer’s perception on LG Electronics Brand. The
main objective of this study is to examine the most influencing factors in decision making
to purchase LG electronics. It was found that quality and brand image mattered the most.
Family influenced for buying decision for the buyer. The buyers were ready to pay more
for branded products. They perceived the product satisfying with reliability and durability.
Most customers didn’t have a mentality to shift towards a brand providing better products
and services Thus, it is found that brand image, quality and influences by other buyers for
branded products are the factors that make people buy the branded product like LG
Electronics.

x
 CHAPTER I

INTRODUCTION

1.1 Context Introduction

Nowadays home appliances products are not only considered as luxury products. They have
become essential products in every household. With the evolution of western culture and
lifestyle among the youngsters they prefer to purchase the home appliances products with
advanced features. Increase in earnings has changed the importance from price to recent
trends, quality, design, availability various brands in purchase of home appliances products.
Kotler and Keller (2011)

The home appliance section is one of the fastest-growing industries in the Nepalese market.
The developing economy and fluctuating lifestyles of Nepalese consumers have been
important to progress in the number of working people, nuclear families, single-person
households, and the job population. Therefore, these emerging households have an
increasing need for availability and are looking for products that offer convenience and
significantly reduce the time and effort spent on everyday tasks. The main growth for this
industry are increased affordability, focus on energy-effective products, increasing digital
perception, and the rise in desire. Nepal has seen major changes in its policies, particularly
those related to the regulatory and business environment. The appliances sector and the
upcoming national policy for electronics may bring about major policy changes for the
industry. The middle class in urban areas and motivated demand from rural Nepal, coupled
with government reforms in the form of GST, are making the appliances industry look
positively toward the next stage of exponential growth. This growth in Nepal’s consumer
market demand is driven primarily by rising disposable incomes in Nepalese households
and easy access to credit, which induces growing purchasing power. Solomon et al (1995)

1
1.2 Statement of Problem
The phenomenal growth of the Nepalese industrial sector has encouraged establishments
of various industries and production of several different consumer products. Nepalese
market not only consists of products manufactured in the country, but also products
imported from all around the world which is due to the development of transportation
system, understanding among different governments and increased innovation which has
made the world narrower and has created the world as a single market (Ramya, P., &
Ganesh, P., 2022). The development of both the national and international markets has led
to a growth of alternate products in the Nepalese market. Due to this fact the Nepalese
consumers can select from a wide range of products and make the best choice depending
on their needs. With having freedom to select products and its 3 impacts on purchasing
pattern, consumer response and attitude towards a variety of brands in the marketplace is
still unseen. It would be worthy to investigate whether consumer purchase repeatedly from
their preferred brand in spite of alternate products being available in the market (Ramya,
P., & Ganesh, P., 2022). This study will try to resolve the following issues:

• What perception do consumer have towards LG Electronics brand?

• What is the most influencing factor in decision making to purchase LG electronics?

1.3 Objectives of the Study

• To examine the consumer’s perception LG electronics brand.
• To examine the most influencing factors in decision making to purchase a LG
electronics.

1.4 Significance of the study

As the focus of this study is on customer’s perception towards brand loyalty, marketers and
companies will be highly benefitted from this study. It will also be helpful to understand
consumer’s attitude towards the product’s attributes such as price, quality and customer’s
perception of the total image of the manufacturer

2
1.5 Limitations of the study
• The study has used the non-probability sampling. Therefore, the finding of the
study cannot be generalized for the whole consumers in Nepal.
• Only four explanatory variables i.e., product features and innovations, Product
price, Users experience and consumer’s services, and Consumer’s expectations
and recommends have been considered in the entire study.
• The study is primarily based on questionnaire method of data collection.
Therefore, limitations of these methods also remain in the study.
• The validity of the study depends on the accuracy of the information provided by
the respondents to be covered under the study.

1.6 Literature Survey

The term perception is best described as how one views, interprets understands something
based on past experience and personal opinion (Otara, 2011). Perception is rather subjective
as it greatly varies from one individual to another. Perception plays an important role not
only from a customer’s point of view, but also from an organizations point of view
(Kureemun and Fantina,2011). A customer’s perception of a brand quality, origin and, price
greatly influences future buying decision (Rahaman, 2014). Whereas if a company
understands the perception of customers in regards to the product or service they offer, the
company would be in a better position to gain knowledge about how the customer views
the product or service (Subramaniam, Mohre and Kawde, 2014). It is known that there are
various ways which can influence customer perception which is usually through
advertising, public relation, loyalty schemes and other media (Watson and Hill, 2015).

Customer experience is most vital to the customer’s perception (Newell, 2003). Any
negative experience in relation to a product or a service can influence purchasing decision
(Fowler and Burrow, 2015). Consumers knowledge and perception with regards to a brand
can be enhanced by advertisements and also strengthen the brand loyalty (Samanta, 2014).
A quantitative study was carried by Doostar (2013) in order to examine the relationship
between advertisement and brand loyalty for kitchen utensils. The study pointed out that
advertisement had significant impact on brand loyalty as compared to other variables.
Advertisement can also have negative impact (Rao, 2007). The author feels that companies
through advertising can increase customer’s expectation about the product or service. But

3
when this over promising 7 advertising do not match the customer expectation it leads to
disappointment and thus customer may seek for alternatives.

Customer perception is also influenced by the experience of friends and family which is
usually through word of mouth (Khalid, Ahmed and Ahmad, 2013). This is may either lead
to being positive or negative feeling towards a brand. A research carried out by Whitler
(2014) suggest that, 92% of consumers believe in recommendation of a product or a service
given by friends and family. Customer perception is a very critical aspect of any given
business, as it greatly influences loyalty and the overall reputation of the business.
Businesses in today’s dynamic environment have to deal with increasing competition,
changing customer demands and product differentiation (Tsai, 2011). In this present
competitive business environment, what a customer purchases is driven by the perception
of the product in their mind. Companies are trying to understand customers’ demands,
feelings and perception to gain a competitive edge in the market place. Businesses cannot
survive in this environment only on the basis of improved product quality, but also need to
look at various other factors such as customer retention in order to build long term success.
Companies all around the world are having increasing concerns for creating loyalty as this
will ultimately lead them to have a greater market share. Marketers have started
emphasizing on strategies to retain loyal customer rather than attracting new ones (Aaker,
1992).

With the help of Androulidakis, G.kandus (2015) determined that different brands of
electronics lead to different security practices being used. The study examined users in a
variety of different scenarios and found a noticeable difference in behavior when using each
brand. Not only companies need to focus on how to better protect their data from malicious
agencies, but also on strengthening the mindsets and knowledge of their customers as well.
Rodolfo Márquez & Eva Espinar Ruiz (2015) found that information and communications
technologies are a new dimension for teenagers in Spain. Their main idea is to understand
how teenage Spanish teens interact with technology. They researched how teenagers use
technological devices and where they use them, taking into account the advantages they
have by using these devices. On the other hand, there is less of an utilization of these devices
for education purposes than there should be. The result of the study show that there are some
Positive relationships between exclusive name and quality perception, between exclusive
name and word of mouth.

4
 1.7 Conceptual Framework
The conceptual framework is designed in order to understand and explain the types of
variables involved in the research and relationships between them. It shows the dependency
and independency of the variables and how they affect the research and thus to find out the
actual cause-effect relationships.

1.7.1 Variables
Anything whose value changes according to situation or with the situation is known as
variable. The values can differ at different times for the same object or person. Examples
of some variables are motivation, inflation rate, production unit, temperature, income,
absenteeism, etc.

The conceptual framework developed to test the effect of these variables that affect the
academic life of the students is portrayed in figure 1.1.

Independent variable Dependent variable

Products
features &
innovations

Products Consumer’s
Price Perception

Experience &
Costumers

Expectations &
Recommendations

Figure 1. Conceptual Framework

5
1.7.1.1 Features and Innovations

Products features are the elements that define a product or services. They’re the details we
can use when describing a products or services. Whereas, the product innovation is the
development or improvement of products in a way that tries to solve problems for
consumers, customers, companies or society at large. Many such innovations can be
tangible and involve either radically new technologies, or just incremental improvements
of existing ones. Giridhar, D., Madhuri, R., & Veeraiah, K. (2019).

1.7.1.2 Product Price

Product price is the amount of money set by the manufacturers for their product. It reflects
what customers are willing to pay for a commodity or service. A high price may push away
customers, while a low price may negatively affect profitability. In determining optimal
price, marketers need to consider the cost of development, distribution, research, marketing,
and manufacturing. Marti, P. B., & LG, L. (2004).

1.7.1.2 Product Experience and Customers Service

Product experience is the customer’s journey within a product. It is similar to user

experience, however, product experience refers to the customer’s overall experience with
the product, from beginning to end. And customer service is the assistance and advice
provided by a company to those people who buy or use its products or services. Kim, D.
W. (2010).

1.7.1.3Customer’s Expectations and Recommendation

Customer expectations are defined by what the customer wants from a product, service, or
organization. These are based on the individual's past experiences and the knowledge
derived from them. And the customer’s recommendation is an unpaid and voluntary
recommendation that a customer makes to their near or dear about the business. It could be
positive, negative, or neutral. Khan, B. M. (2011)

6
 1.7.1.4Consumer’s Perception

Customer perception is the opinions, feelings, and beliefs customers have about your brand. It plays an
important role in building customer loyalty and retention as well as brand reputation and awareness.
Understanding how your customers perceive your company can help you improve your marketing, spot
opportunities to improve your service delivery and grow your business. Pappu, R., & Quester, P. G.
(2016).

1.8 Research Methodology

1.8.1 Research Design
Research design is the framework of research methods and techniques chosen by the
researcher to conduct a study. The research design provides clear outline with selected
scientific tools and techniques for valid and trustful result. In this research, we used survey
research method. Descriptive research method is quantitative research method that is used
to describe data and characteristics about the population being studied. The data involved
in this research designed are statistical and are not manipulated.

1.8.2 Nature and Sources of Data

Data are those information or facts that are collected either by the researchers themselves
directly through interviews, observation, surveys, etc. or through already published
materials such as journals, articles, books, etc. For the research, data are collected mainly
from primary source. Primary source is the source of data where the information is collected
by the researchers themselves directly from the main sources through interviews, surveys,
observations, etc. but, in this research, only primary sources of data were considered.

1.8.3 Population and Sample

The population is the group of individuals, events, or things of interest that the researcher
wishes to investigate. It may be finite or infinite. And, sample mean is the small portion of
population taken by the researchers that represents the characteristics of the population for
the research purpose. The population of this research study consists of individuals who have
age range between 20 to 50 years respondents only. The sample consists of 30 respondents
of Kawasoti, Nawalparasi (East).

7
1.8.4 Sampling Procedure
For the purpose of this research, random sampling was considered. The respondents were
randomly selected from Kawasoti; the users of LG Electronics from having different
professions like Business persons, professionals and students, etc. were selected. A
questionnaire was presented to each of respondents.

1.8.5 Data Collection Procedure

Closed ended questionnaire was prepared to collect data, in accord of the objectives of the
research study. The questionnaires were distributed randomly among various personalities
throughout the Kawasoti premise, to fulfill the representation of LG brand customer’s
population of Kawasoti.

1.8.6 Data Analysis Tools

Statistical tools are used to analyze the relationship between two or more variables and to
find how these variables are related. After collection of data, they will have to be analyzed
and interpreted. For this purpose, I used different statistical tools. They are:

• Bar Diagram & Pie-Chart,

• Mean,
• Percentage Distribution

Bar Diagram & Pie-Chart

A bar diagram is a chart that uses bars, horizontally or vertically, to show comparisons
between categories of data. Just like bar diagram, a pie-chart is a visualization of
categorized data into circular pie like shape divided with sectors.

Mean

Arithmetic mean is an average of a given set of data that is divided by the number of
observation/years. The arithmetic mean (AM) is denoted by X.
Percentage Distribution

Percentage distribution is a display of data that indicates the percentage of observations for
each data point o grouping of data points. It is commonly used method for expressing the
relative frequency of survey responses and other data.

8
 CHAPTER II

DATA PRESENTATION AND ANALYSIS

2.1 Respondents’ profile

Respondents were selected randomly from the total population using convenient and
purposive sampling method to obtain required information for the research. Respondents
profile is shown below on the basis of different traits: gender, age group, education level,
management level, working experience and name of organization.

2.1.1 Gender of respondents

This study has covered response of both male and female. The majority of respondents
are male and the rest of respondents are female as shown in table below.

Table 1
Respondents according to gender

Gender Frequency Percent

Male 18 60.0
Female 12 40.0
Total 30 100.0

Source: Field Survey, 2023

9
Figure 1. sex of respondents.

Table 1 and figure 1 give the description of Sex of respondents. Out of 30 respondents 60%
of total sample collected were from male and 40% of the respondents were female.

2.1.2 Age of respondents

Age of respondents is one of the most important characteristics in understanding the views
about the particular problems. The age group of respondents is categorized into three groups
i.e. 20-30years, 30-40 years, 40-50 years as shown in the table
Table 2
Respondents according to age

Age Frequency Percent

20-30 11 36.7
30-40 13 43.3
40-50 6 20.0
Total 30 100.0

Source: Field Survey, 2023

10
Figure 2. age of respondents
Table 2 and figure 2 provide the description of age of respondents. Out of 30
respondents,36.7% were of 20-30 age groups, 43.3% were of 30-40 age groups and
remaining 20% belongs to 40-50 years of age groups.

11
2.1.3 Qualification of Respondents
The respondents are below classified on the basis of their academic qualification.

Table 3

Education Level

Qualification Frequency Percent

Higher School - -
Bachelor 10 33.3
Masters or
20 66.7
Above
Total 30 100.0

Source: Field Survey, 2023

Figure 3. education level

Table 3 and figure 3 provides the description of education level of respondents. Out of 30
respondents, 0% were having high school education, 33.3% were of having bachelor
education,66.7% were of masters or above level education.

12
2.1.4 Profession of Respondent
Profession of respondents is the major source of research hypothesis. The required data
were collected from the persons having profession: Students, Business Persons and
Professionals which is illustrated as below:

Table 4

Profession

Profession Frequenc Percent Cumulative

y Percent
Student 9 30.0 30.0
Business Person 5 16.7 46.7
Professional 16 53.3 100.0
Total 30 100.0
Source: Field Survey, 2023

Figure 4. profession
Table 4 and figure 4 provide the information regarding the profession of respondents having
30% Students, 16.7% Business persons and remaining 53.3% other Professionals.

13
 2.2 Descriptive Analysis
In this topic, the descriptive statistics analysis tool is used to analyze the data of rest of the
overall variables that are considered in this research project. The variables that are to be
analyzed using descriptive statistics analysis tool are “Products Features and Innovations”,
“Products Price”, “Users experience and customer services” and “Consumer’s expectations
and recommendation”. In this research project, only the mean is taken for the base of
descriptive analysis. The data for the statements related to these variables are measured in
Likert scale, where 5 point scales: 1, 2, 3, 4, and 5 represent “strongly agree”, “agree”,
“neutral”, “disagree”, and “strongly disagree” respectively. Therefore, the average mean in
this tool determines which statements have overall impact in the given variable. The mean
below 3 represents agreement and above 3 represents disagreement.

Table 5
Observation regarding product features and innovations

Statements Mean Std.

Deviation

I am satisfied with the

overall quality of LG products. 1.7667 .72793

I perceive LG product to be very innovative. 1.6667 .71116

Reliability and
durability of LG products are very high. 2.1333 .73030

LG’s products have eye catchy designs and finest fittings. 2.5000 .77682
Source: Field Survey,2023

According to the descriptive statistics results of the variable “Product features and innovations” shown
in table 5, the second statement has the lowest mean of 1.6667 with standard deviation 0.71116 which
means only few consumers perceive LG Electronics as an innovative product whereas the fourth
statement has the highest mean of 2.5000 and standard deviation 0.77682. So, the consumers somewhat
believe that the LG Electronics brand have eye catchy designs and finest fittings.

14
Table 6

Observation Regarding Product Price

Statements Mean Std.

Deviation

LG products are affordable as compared to other electronics

brand.
4.2333 .81720

I choose LG electronics product over a competitor’s product

solely because of its
price. 4.2667 .69149

I will be ready to pay more to purchase LG products if it

continues to add more features in
future days too. 2.0000 .78784

Price of LG Electronics brand are reasonable according to its

quality. 1.7333 .69149

Source: Field Survey,2023

The table 6 shows the descriptive statistics of variable “Product Price”. From the above
table, statement first has the highest mean of 4.2333 with standard deviation of 0.81720
whereas the statement four has the lowest mean of 1.7333 with standard deviation of
0.69149. So, the respondents confined that they choose LG Electronics product over a
competitor’s product solely because of its price. And the lowest number of respondents
believe that price of LG brand are reasonable according to its quality.

15
Table 7

Users experience and customer’s service

Statements Mean Std.

Deviation

I am satisfied with the

experience of the LG Electronics brand. 1.8667 .68145

I am satisfied with the after-sales services provided by

LG
2.2333 1.04000
Electronics.

Customer service provided by LG Electronics brand are

satisfying.
2.3667 .76489

I found LG’s products easy and comfortable to use

rather than other brand products
2.0333 .71840

Source: Field Survey,2023

The table 7 shows the descriptive statistics of variable “Users experience and customer’s
service”. From the above table, statement third has the highest mean of 2.3667 with
standard deviation of 0.76489 whereas the statement first has the lowest mean of 1.8667
with standard deviation of 0.68145. So, the respondents confined that customers service
provided by LG Electronics brand are satisfying. However, the less number of respondents
are satisfied with the experience with this brand.

16
Table 8

Observation regarding Consumer’s expectations and recommendations

Statements Mean Std.

Deviatio
n
I found LG Electronic products as per my expectations.
expectations. 2.1333 .89955

I prefer recommending LG electronics brand rather than

other electronic brand to my friend and family.
1.9333 .82768

Source: Field Survey,2023

The table 8 shows the descriptive statistics of variable “Consumer’s expectations and
recommendations”. As there are only two statements in this table, so the statement first has
the highest mean of 2.1333 with standard deviation of 0.89955 whereas the statement
second has the lowest mean of 1.9333 with standard deviation of 0.82768 which means
low number of consumers prefer recommending LG brand rather than other brand
electronics to their friends and families. Hence while comparing two statements, the
respondents confined that they found LG Electronics product as per their expectations.

17
 2.3 Findings and Discussion
2.3.1 Findings
The data was collected was collected from primary. For the only primary a survey was done
on field survey and 30 responses were collected by the researchers whereas secondary data
was collected from multiple websites and journals. The findings of primary data were as
follows:

• Majority of the respondents were male. i.e., 60% whereas females were 40%.
• Respondents having age group between 30-40 were in high number i.e., 43.3%
which was followed by age group 20-30 i.e., 36.7%.
• According to the respondents, majority of them were professionals i.e., 53.3%
followed by students i.e., 30%.
• According to the respondents, quality and brand image mattered the most i.e.
(mean 1.7767 & standard deviation 0.72793). Family members influenced the
buying decisions of the buyer.
• Branded electronics had a greater market compared to non-branded electronics.
• Minority of respondents occupying mean 1.7333 and standard deviation 0.69149
perceived LG Electronics brand affordable according to its quality.
• According to the respondents, majority of them having mean 2.0000 and standard
deviation 0.78784 would be ready to pay more to purchase LG products if it
continues to add more features in future days too.
• Majority of LG Electronics brand user perceived its product satisfying with the
reliability and durability of this brand products. i.e., mean having 2.1333 and
standard deviation 0.73030.
• Maximum customers didn’t have a mentality to shift towards a brand providing
better products and services.

18
2.3.2 Discussion
The study is done on the topic of Customer’s perception on LG Electronics Brand. The
main objective of this study is to examine the most influencing factors in decision making
to purchase LG electronics. It was found that quality and brand image mattered the most.
Family influenced for buying decision for the buyer. The buyers were ready to pay more
for branded products. They perceived the product satisfying with reliability and durability.
Most customers didn’t have a mentality to shift towards a brand providing better products
and services Thus, it is found that brand image, quality and influences by other buyers for
branded products are the factors that make people buy the branded product like LG
Electronics.

Similary, the results were consistent with other studies as well. According to the study by
Androulidakis, G.kandus (2015), it was found that different brands of electronics lead to
different security practices being used. The study examined users in a variety of different
scenarios and found a noticeable difference in behavior when using each brand. Not only
companies need to focus on how to better protect their data from malicious agencies, but
also on strengthening the mindsets and knowledge of their customers as well. This study
found that the brand that have the reliability, durability and value to the customers, were
preferred by the most customers.

Espinar, R. (2015) found that information and communications technologies are a new
dimension for teenagers in Spain. Their main idea is to understand how teenage Spanish
teens interact with technology. Thus, a brand of Japan, well known for its quality products
and assurance of value to the customers, the customers were influenced about the LG
electronics through information and communication technology. Thus, this always is also
consistent with my research study.

19
 CHAPTER III

CONCLUSION AND ACTION IMPLICATIONS

3.1 Conclusion
The literature review has discussed existing literature on customer perception, brand
loyalty, factors affecting brand loyalty and home appliances. The above literature indicates
that there has been a significant contribution by researchers in the field of brand loyalty and
home appliances. The researcher feels it would be worthwhile to explore customer
perception of brand loyalty for household appliances from the Nepalese market context.
Through the literature review it is evident that the Nepalese market has become more
competitive due to the entry of multinational companies. It would be worthwhile to explore
as to how the Indian consumers base their reason to purchase one brand over the other. This
is where the different factors will play a major role and a detailed investigation will be done
to identify factors such as brand experience, satisfaction, quality, price and brand name in
the Indian market for durable goods and how they affect brand loyalty since household
appliances are not purchased frequently, but are purchased due to forced or unforced
factors.

The study is done on the topic of Customer’s perception on LG Electronics Brand. The
main objective of this study is to examine the most influencing factors in decision making
to purchase LG electronics. It was found that quality and brand image mattered the most.
Family influenced for buying decision for the buyer. The buyers were ready to pay more
for branded products. They perceived the product satisfying with reliability and durability.
Most customers didn’t have a mentality to shift towards a brand providing better products
and services Thus, it is found that brand image, quality and influences by other buyers for
branded products are the factors that make people buy the branded product like LG
Electronics.

20
3.2 Action Implications
• This study provides valuable feedbacks to the manufacturers to focus on the quality
increment and add more features to make their customer loyal towards LG brand.
• This research strongly helps future researchers to add and examine in more
variables related to LG Electronics.
• The customers need to be aware about the brand, and it’s treatment to the customers.
• The customers are suggested to know about the background of the brand and its
products before doing any buying decisions.
• The government bodies should encourage the customers to take precautionary
measures while buying goods from off-market or unknown brands.
• The company are suggested to be proactive in terms of getting information from
customers, their queries and such.

21
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 APPENDIX

Questionnaire for my Summer Project

Hi,

I am Sabita Kafle, currently studying in 8th Semester BBA at Madhyabindu Multiple

Campus. This research project is being prepared as a part of my BBA Summer Project on
the topic of “CONSUMER’S PERCEPTION TOWARDS LG ELECTRONICS
BRAND”.

This questionnaire is anonymous and intended for the research purpose only. So, I would
be grateful if you provide a genuine and honest answers by giving a few minutes of your
precious time to fill up this questionnaire.

Demographic information:

1. Sex:
i. Male ii. Female iii. Others
2. Age:
i. 20-30 ii.30-40 iii.40-50
3. Qualification:
i. Higher school ii. Bachelor iii. Masters
4. Profession:
i. Student ii. Business person iii. Professional

Questionnaire:

On a scale of 1-5 [1 =Strongly Agree, 2= Agree, 3 = Neutral, 4 = Disagree,5 = Strongly

disagree].

25
Descriptive Questions:

1. Product features and innovations:

Statements 1 2 3 4 5

I am satisfied with the overall quality of LG products.

I perceive LG product to be very innovative.

Reliability and durability of LG products are very

high.
LG’s products have eye catchy designs and finest
fittings.

2. Product Price:

Statements 1 2 3 4 5
LG products are affordable as compared to other
electronics brand.
I choose LG electronics product over a competitor’s
product solely because of its price.
I will be ready to pay more to purchase LG products
if it continue to add more features in future days too.
Price of LG Electronics brand are reasonable
according to its quality.

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3. Users experience and customer service:

Statements 1 2 3 4 5
I am satisfied with the experience of the LG
Electronics brand.
I am satisfied with the after-sales services provided
by LG Electronics.
Customer service provided by LG Electronics brand
are satisfying.
I found LG’s products easy and comfortable to use
rather than other brand products

4. Consumer’s expectations and recommendations:

Statements 1 2 3 4 5
I found LG Electronic products as per my
expectations.
I prefer recommending LG electronics brand rather
than other electronic brand to my friend and family.

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