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0% found this document useful (0 votes)
116 views33 pages

SAMSUNG Mba Summer Project

sdfdsfds

Uploaded by

Dubey Ashwani
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOC, PDF, TXT or read online on Scribd
You are on page 1/ 33

SAGAR (M.P.

)
2022-23
A PROJECT REPORT
On
PRODUCT PROFILE MARKET SURVEY OF

For the partial Fuillfilment for the degree of MBA


SUBMITTED TO SUBMITTED BY
DEVPRIYA CHOUHAN BHART KORI
( Lecturer) MBA 1ST Year
Department of MBA Roll No.
Gyanver Institute of Management & Gyanver Institute of Management &
Science, Sagar Science, Sagar

1
Preface

The Project work is field which uses tools and techniques to transfer
subjectivity in the environment into objectives, also the findings of the research,
when applied show results, which can be measured and evaluated so there is
feedback this is what makes it a dynamic activity.

This survey is an analytical study of a different facts of the product. The focus is

given on the Brand profile. This A PROJECT REPORT On PRODUCT


PROFILE MARKET SHARE OF SAMSUNG TV HD”, is for the
partial fulfillment of M.B.A.. The idea behind this project is to give practical
knowledge and to make them to face real life situation. The project survey is
commonly used for the collection from the respondents through questionnaire. In
this method statistical techniques have been used systematically. This project
survey is not only with my own efforts but also that of others.

BHART KORI
M.B.A. (IST YEAR )

2
ACKNOWLEDGEMENT

I would like to whole hearty thank and express my sincere gratitude to MR.
MANISH JAIN Head of the Department of Busines Studies, GYANVEER
INSTITUTE OF MANAGEMENT & SCIENCE for suggesting me this problem and
for giving an insight in dealing with the subject

.I am highly obliged to DEVPRIYA CHOUHAN, and All Faculty member, for


guiding me in various aspects of this project like conducting field work and designing
questionnaire and suggesting me the Project Work and helping me in finalising the
Report. I express my gratitude to all the customers who very kindly discussed various
aspects of this study and provided useful suggestions for discussing various problems.

Lastly, I Must express my gratitude to all the elders of the family and citizen
of the city who blessed me in course of discussion. I also extend my sincere thanks to
my family and my friends for their encouragement and support.

BHART KORI

3
CERTIFICATE

This to certify that BHART KORI Student of M.B.A. GYANVEER


INSTITUTE OF MANAGEMENT & SCIENCE Has diligently worked on the

Report of the A PROJECT REPORT On PRODUCT PROFILE


MARKET SHARE OF SAMSUNG TV HD” He has done this Work
under My Guidance and Supervision. This project work is original and not submitted
earlier for the award of any degree or associate ship of any other University.
During this study he made meticulous efforts for its completion. I wish him all
the best in this sincere endeavors for a bright and successful future.

Signature of the Signature of the Signature of the

Supervisor Head of the Department Examiner

4
DECLARATION

I hereby declare that the REPORT work entitled A PROJECT

REPORT On PRODUCT PROFILE MARKET SHARE OF

BAJAJ MOTOR CYCLE submitted to the GYANVEER INSTITUTE OF

MANAGEMENT & SCIENCE is a record of an original work done by me under

the guidance of MR. MANISH JAIN Lecturer & Faculty Member at

GYANVEER INSTITUTE OF MANAGEMENT & SCIENCE . I also ensure that

this work done by me is purely original and is my own creativity.

Date : BHART KORI


Place :

5
INTRODUCTION

Before the liberalization of the Indian economy, only a few companies like Kelvinator,

Godrej, Alwyn, and Voltas were the major players in the consumer durables market,

accounting for no less than 90% of the market. Then, after the liberalization, foreign players

like LG, Sony, Samsung, Whirlpool, Daewoo, and Aiwa came into the picture.

Today, these players control the major share of the consumer durables market. Consumer

durables market is expected to grow at 10-15% in 2007-2008. It is growing very fast because

of rise in living standards, easy access to consumer finance, and wide range of choice, as

many foreign players were entering in the market with the increase in income levels, easy

availability of finance, increase in consumer awareness, and introduction of new models, the

demand for consumer durables has increased significantly. Products like washing machines,

air conditioners, microwave ovens, color televisions (C-TV) were no longer considered

luxury items. However, there were still very few players in categories like vacuum cleaners,

and dishwashers Consumer durables sector is characterized by the emergence of MNCs,

exchange offers, discounts, and intense competition. The market share of MNCs in consumer

durables sector is 65%. MNC's major target is the growing middle class of India. MNCs

offer superior technology to the Consumers whereas the Indian companies compete on the

basis of firm grasp of the local market, their well-acknowledged brands, and hold over wide

distribution network. However, the penetration

Level of the consumer durables is still low in India. 

Indian Consumer durables market used to be dominated by few domestic players like

Godrej, Voltas, Allwyn and Kelvinator. But post liberalization many foreign companies have

entered into Indian market dethroning the Indian players and dominating Indian market the

6
major categories being CTV, REFRIGRATOR, MICROWAVE OVEN and WASHING

MACHINES.

India being the second largest growing economy with huge consumer class has resulted in

consumer durables as the fastest growing industries in India. LG, SAMSUNG the two

Korean companies have been maintaining the lead in the market with LG being leader in

almost all the categories.

The rural market is growing faster than the urban market, although the penetration level is

much lower .The CTV segment is expected to the largest contributing segment to the overall

growth of the industry. The rising income levels double-income families and consumer

awareness were the main growth drivers of the industries.

7
COMPANY PROFILE

SAMSUNG – Introduction

Our Vision

Samsung is guided by a singular vision: to lead the digital convergence movement.

We believe that through technology innovation today, we will find the solutions we need to

address the challenges of tomorrow. From technology comes opportunity for businesses to

grow, for citizens in emerging markets to prosper by tapping into the digital economy, and

for people to invent new possibilities.

It’s our aim to develop innovative technologies and efficient processes that create new

markets, enrich people’s lives and continue to make Samsung a trusted market leader

Our Mission

Everything we do at Samsung is guided by our mission: to be the best “digital-Company”.

8
Samsung grew into a global corporation by facing challenges directly. In the years ahead,

our dedicated people will continue to embrace many challenges and come up with creative

ideas to develop products and services that lead in their markets. Their ingenuity will

continue to chart Samsung’s course as a profitable, responsible global corporation.

9
SAMSUNG HISTORY

 Named Yoon-Woo Lee as a Vice Chairman & CEO of


Samsung Electronics
 Launched OMNIA phone 
 Completed establishing TV manufactory in Russia Kaluga
 Became the official sponsor of 2010 Guangzhou Asian
Game
2008
 Developed the world's first 2Gb 50 NANO
 Samsung takes No. 1 spot in U.S. cellphone market
 Opened Global Brand PR Centre ‘Samsung D'light'

 No.1 worldwide market share position for TVs achieved for


the 9th quarter in a row
 No.1 worldwide market share position for TVs achieved for
the seventh quarter in a row
 Developed the world's first 30nm-class 64Gb NAND
Flash™ memory
2007  BlackJack bestowed the Best Smart Phone award at CTIA in
the U.S.

 Attained No.1 worldwide market share position for LCD for


the sixth year in a row

10
2006  Developed the world's first real double-sided LCD
 Developed the worlds' first 50nm 1G DRAM
 Unveiled 10M pixel camera phone
 Launched "Stealth Vacuum," a vacuum cleaner with the
world's lowest level of noises
 Launched the worlds' first Blu-Ray Disc Player

 Developed 1.72"Super-Reflective LCD Screen


September, 2005 The India Retail Forum has awarded Samsung as the Best Retailer of
the year 2005 in the consumer Durables category. James Damian,
SVP, Best Buy and his team handed over the award to Mr. Ravinder
Zutshi, Dy MD and Samsung India at the India Retail award function
held in Mumbai on 16th September.
February 2005 Mr. S. H. Oh appointed as the President and Chief Executive Officer
of Samsung South West Asia.
November 2004 Samsung received the Golden Peacock Special commendation
Certificate for Corporate Social Responsibility (Private Sector) for
the year 2004 from Mr. Shivraj Patil, Union Home Minister.
February 2004 India made regional headquarters for Samsung Southwest Asia.
February 2004 Mr. K. S. Kim appointed as the First President and Chief Executive
Officer of Samsung South West Asia.
November 2003 Inaugurated Samsung's new, High-Tech, advanced Refrigerator
facility.
August 2003 Commencement of production at refrigerator facility in Noida.
June 2003 Merger of SIEL with SEIIT.
Software technology park set up at Noida
December 2002 Construction commences for 5,000,000 refrigerator plant in Noida
October 2002 Samsung unveils new technology for Consumer Home
Entertainment (DNIe™)

11
GROWING TO BE THE BEST 

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 & CEO Samsung South-West Asia Regional Headquarters.

Samsung in India

Samsung India is the hub for Samsung’s South West Asia Regional operations. The South

West Asia Regional Headquarters looks after the Samsung business in Nepal, Sri Lanka,

Bangladesh, Maldives and Bhutan besides India. Samsung India, which commenced its

operations in India in December 1995, today enjoys a sales turnover of over US$ 1Bn in just

a decade of operations in the country.

Headquartered in New Delhi, Samsung India has a network of 19 Branch Offices located all

over the country. The Samsung manufacturing complex housing manufacturing facilities for

Colour Televisions, Colour Monitors,

Refrigerators and Washing Machines is located at Noida, near Delhi. Samsung ‘Made in

India’ products like Colour Televisions, Colour Monitors and Refrigerators were being

exported to Middle East, CIS and SAARC countries from its Noida manufacturing complex.

12
Samsung India currently employs over 1600 employees, with around 18% of its employees

working in Research & Development. 

SAMSUNG GLOBAL

The DNA of Digital Innovation

Samsung Electronics is a global leader in semiconductors, telecommunications, digital

media and digital convergence technologies with 2004 parent company sales of US$55.2Bn

and net income of US$10.3Bn. Employing approx. 113,000 people in over 90 offices in 48

countries, the company has of 5 main business units: Digital Appliance Business, Digital

Media Business, LCD Business, Semiconductor Business and Telecommunication Network

Business. Recognized as one of the fastest growing global brands, Samsung Electronics

Corporation is the world’s largest pro ducer of Colour Monitors, Colour TVs, Memory Chips

and TFT LCD’s. 

 Customized products for Indian Consumers

Samsung understands the local cultural sensibilities to customize its products according to

the Indian market. It has set up a “usability lab” at the Indian Institute of Technology in New

Delhi to customize Samsung products to meet the specific needs of Indian consumers. This

industry-institute partnership is helping Samsung to study and analyze consumer response in

aspects of product design, including aesthetics, ergonomics and interface.

 Through its research done on consumer preferences in India, Samsung has concluded that

Indian consumers want more sound oriented products. Thus, the Samsung televisions for

India have a higher sound capacity than their foreign counterparts.

13
 For the semi-automatic segment of Samsung washing machines, Samsung has introduced

for the first time in India a feature called Super Dry. It is present in three of Samsung’s semi

automatic models and dries the clothes better than the rest.

 Samsung washing machines have an additional menu that takes care of the local Indian

wardrobes. They also have a ‘memory re-start’ that takes care of the frequent power failures

in India.

PRODUCT PROFILE

650 Series Full HD LC D TV

Developed using our unique Crystal Design with a hint of

rose-red color accentuating a traditional piano-black

bezel frame, the 650 Series LCD TV features Auto Motion

Plus 120Hz, an Ultra Clear Panel, DNIe Pro and Wide

Color Enhancer Pro to provide perfect picture quality.

14
Wide Video MP3 Player (YP-P2)

Equipped with Bluetooth and a touch screen interface,

the YP-P2 lets consumers enjoy vivid videos on a 3-inch

wide LCD screen. Samsung’s proprietary DNSe 2.0

technology with EmoTure™ UI enhances the ultimate multimedia experience.

VRT Front Loading Washer

Designed with Vibration Reduction TechnologyTM (VRT),

our washer dramatically reduces barrel vibration—even

at the highest speed. It also reduces energy and water

consumption to the world’s lowest levels. Further, we’ve

enhanced washing performance and eco-friendly performance

with a diamond-shaped embossing drum.

6-in-1 Steam Oven

Simple, yet stylish, our 6-in-1 steam oven combines all of

the features of a conventional oven with advanced steam

cooking technology to stimulate healthier eating.

15
Samsung’s versatile steam cooking solution adds a

steam function to the conventional oven, grill and microwave,

as well as dry heat and fermenting.

Haptic Touch Screen Phones (SC H-W420/W4200)

Built with TouchWiz UI software, our Haptic model promises

a unique user experience, one that touches all of the

senses. The Samsung Haptic features one-touch access,

a widget for creating customized desktops and a G sensor

for automatic horizontal rotation of photos and videos.

It is designed for the innovative, ‘on-the-go’ user who

demands cutting-edge multimedia features, including a web browser.

16
OBJECTIVES OF THE PROJECT

 To find number of brands of consumer durable in Nashik district.

 To study brand preference of consumer for consumer durable goods..

 To find most important parameter for selection of brand of Colour television,

Refrigerators, Washing machine, DVD, Microwave oven.

 To study profit margin of major brands in consumer durable.

17
Research Methodology

Research methodology is considered as the nerve of the project. Without a proper well-

organized research plan, it is impossible to complete the project and reach to any conclusion.

The project was based on the survey plan. The main objective of survey was to collect

appropriate data, which work as a base for drawing conclusion and getting result.

Therefore, research methodology is the way to systematically solve the research problem.

Research methodology not only talks of the methods but also logic behind the methods used

in the context of a research study and it explains why a particular method has been used in

the preference of the other methods 

Research design 

Research design is important primarily because of the increased complexity in the market as

well as marketing approaches available to the researchers. In fact, it is the key to the

evolution of successful marketing strategies and programmers. It is an important tool to

study buyer’s behavior, consumption pattern, brand loyalty, and focus market changes. A

research design specifies the methods and procedures for conducting a particular study.

According to Kerlinger, “Research Design is a plan, conceptual structure, and strategy of

investigation conceived as to obtain answers to research questions and to control variance. 

Research design specifies methods and procedures for study. In this study the company was

interested to know the demand of different consumer durable product, about competitors,

and potential for SAMSUNG procedures to be used for the study among retailers/dealer and.

However it was exclusively personal interview.

18
Data Collection:

This report was prepared after collecting data from the retailers/ dealers and past data was

arranged from the various studies conducted in last few years and various other records of

company. 

Primary Data:

These data were collected by personal interview with retailers/ dealer. For this purpose

questionnaires were prepared in such that all necessary data would be collected.

Secondary Data:

Information regarding the project, secondary data was also required. These data were

collected from various past studies and other sources of the company.

SAMPLING METHOD

Random Sampling method

SAMPLE SIZE

100 Dealers

Research tools:

Questionnaires

RESEARCH AREA

          NASHIK DISTRICT-

 Nashik city

 CBS

 Panchavati

19
 Cidco

Scope of the study

This project gives us great exposure to the consumer durable market because it includes
product knowledge and field survey job in which we visited the consumer durable stores in
Nashik district.

While visiting the shops we 

1. Calculated the display share of the SAMSUNG product in shop.

2. Collected the data of actual monthly sale of the SAMSUNG product in few shop.

3 Found out the problems that the dealer were facing while selling the SAMSUNG product.

4. Found out the customer response for SAMSUNG products by asking the owner of the
shop.

5. Checked whether demo calls were attended or not  Scope 

1. In term of purchasing power parity (PPP), India is the 4th largest economy in the world
and overtake Japan in the near   future become the 3rd largest.

2. Indian consumer durable market is expected to reach $450 billion by on 2010

3. India has the youngest population amongst the major countries. There were lot of people
in the different income   categories nearly the two third population is below the age of 35
and nearly 50% is below 25.

4. There were 56 million people in middle class, who were earning us$4,400-US$21,800 a

year. And there were 6 million rich household in India.

5. The upper-middle and high-income household in urban areas were expected to grew to

38.2 million in 2007 as against 14.6 million in 2000. 

20
 

OPPORTUNITY 

1. In India the penetration level of white goods is lower as compared to other developing
countries.

2. Unexploited rural market.

3. Rapid urbanization.

4. Increase in income level, i.e. increase in purchasing power of consumers.

5. Easy availability of finance. 


Threats 

1. Higher import duties on row materials.


2. Cheap imports from Singapore, China and from other Asian countries.

LIMITATION OF STUDY

Although I tried my best in preparation of this project, but this study has some limitation:

1.The period of the project was not sufficient to study all the factors in deep. 

2.Visiting various places for the study consumed a lot of time.

3.We cannot say that what the consumer have revealed will be right for each and every
situation because their perception is influenced by many factors.

4.Many consumer and dealers/retailers showed less interest in providing information and
haven’t cooperated.

5.Some of confidential information viz. credit period, schemes, policies and sales figure
were not disclosed by the competitors.

21
Data Analysis and Interpretation

Table No.1 Number of company’s product sold by dealers.

Sr. No. PRODUCT NO. OF RESPONDENTS


1 C-TV 86
2 C-TV &
REFRIGERATOR 67
3 C-TV &
REFRIGERATOR &
WASHING MACHINE 56
4 ABOVE ALL 92
TOTAL 301
Source:- Survey

Graph No. 1

INTERPRETATION:-

According to survey, 86 dealers were sold only C-TV, 67 dealers were sold C-TV and

REFRIGERATOR, 56 dealers were sold C-TV and REFRIGERATOR, WASHING

MACHINE and 92 dealers were sold all product.

22
Table no. 2 shows no. of company’s product sold from dealer’s shop.

Sr. NO. NO. OF COMPANIES NO. OF RESPONDENTS


PRODUCT
1 FIVE 33
2 FOUR 24
3 THREE 9
4 TWO 34
TOTAL 100
Source:- Survey

Graph No. 2

INTERPRETATION-

According to survey, 33 dealers were sold 5 brands, 34 dealers were sold only 2 brands from

their shops.

23
Table No.3 Shows Major brand of C-TV sold by dealers.

Sr. NO. NO. OF


BRAND RESPONDENTS PERCENTAGE
1 LG 39 39
2 VIDEOCON 23 23
3 SAMSUNG 18 18
4 SANSUI 11 11
5 ONIDA 9 9
TOTAL 100 100
Source:- Survey

Graph No. :- 3

INTERPRETATION-

According to dealers, in Nashik district LG is leading in

C-TV with 39%, after that VIDEOCON is 2nd with 23% and then SAMSUNG is on 3rd with

18%.

24
Table No.4 Most important parameter for more sale of C-TV

Sr. NO. REASONS FOR NO. OF PERCENTAGE


MORE SALES RESPONDENTS
1 Price 28 28
2 Quality 30 30
3 Service 17 17
4 Advertisement 15 15
5 Schemes 10 10
TOTAL 100 100
Source:- Survey

Graph No.4

INTERPRETATION-

According to dealers, Price is most important parameter for more sale of C-TV

and then Quality, Services, Advertisement and Schemes.

25
Table No. 5 shows the major brands of REFRIGERATOR sold by dealers.

Sr. NO NO. OF
BRAND RESPONDENTS PERCENTAGE
1 LG 22 22
2 VIDEOCON 13 13
3 SAMSUNG 9 9
4 GODREJ 12 12
5 WHIRLPOOL 19 19
6 KELVINATOR 16 16
7 KENSTAR 9 9
TOTAL 100 100
Source:- Survey

Graph No. 5

INTERPRETATION-

According to dealers, LG also leading in the REFRIGERATOR market in Nashik district

with 22%,

After that Whirlpool and Kelvinator is following them.

26
Table No.6 shows most important parameter for more sale of REFRIGERATOR

Sr. NO. REASONS FOR NO. OF PERCENTAGE


MORE SALES RESPONDENTS
1 Price 27 27
2 Quality 32 32
3 Service 19 19
4 Advertisement 13 13
5 Schemes 9 9
TOTAL 100 100
Source:-Survey

Graph No. :- 6

INTERPRETATION-

According to dealers, most important parameter for more sale of Refrigerator

is Quality and then Price, Services, Advertisement and Schemes.

27
FINDING

1. We came to know while visiting the shop most of the dealers sold entire consumer durable

product including C-TV, Refrigerator, Washing Machine, DVD, Microwave oven.

2. We know that during the survey in consumer durable industry in Nashik district and

rural area of nashik district LG is leading in Colour television, Washing Machine,

Refrigerator.

3. Study shows that quality is most important parameter for more sale of colour television

and then price is considered by consumers.

4. Study shows that quality of the product is most important parameter for Refrigerator then

price is considered by consumers.

5. While visiting the shop we came to know that quality is most important parameter which

is affect on more sales of Washing Machine.

6. According to Survey, Philips is most popular brand for DVD.

7. We came to know that while visiting the shop, Kenstar is most preferable brand for

Microwave oven because of their quality.

8. While visiting the shop we know that LG is gives high profit margin as compare to other

competitors.

9. While visiting the shop dealers suggested that after sales service is most important factor

which contributes towards the sales of Consumer durables.

28
10. All the dealers were not satisfied with the profit margin.

SUGGESTIONS &RECOMANDETION

 Company should improve the after sales service of products as it is the main factor

for the sales of consumer products.

 If the SAMSUNG Ltd. reduces their product price like LG and VIDEOCON then

SAMSUNG will take over the LG in all categories.

 Company should distribute free key chain, calendar, t-shirts for making brand

popular among people.

 Company should introduce low price and low power consumption Refrigerator for

acquiring the middle income group.

 Dealer desire more advertisement to be done through local newspaper and cable TV

ads.  To make consumers aware about the product.

 Prompt of service in time.

 Advertisements of the company’s products should focus on quality rather then price.

 Company should target upper middle class or premium class customers.

 Company should introduce low cost products to satisfy the needs of low or middle

class.

 Demo calls as well as follow up Help Company to maintain customer relationship

and hence the company should focus on these aspects.

29
 SAMSUNG ltd. should concentrate on after sales service.

 SAMSUNG ltd. should try to trap the rural market.

 SAMSUNG ltd. Establish the service center as per taluka place.

Conclusion

 With respect to the above study and the findings thereby, the company has definitely

entrenched into the urban market.

 With few more concerted efforts, the said organization needs to enter the rural

market in order to completely establish itself all over.

30
ANNEXURE
A. Questionnaire

Study of Consumer Durable Market for SAMSUNG Electronics Ltd. With


Special reference To Nashik district.
Name of shop:

Address:

Contact no.:
1) Which is consumer durable product you sold from your shop?
□C-TV □Refrigerator □Washing Machine
□DVD □Microwave

2) How many no. of company’s product you sold from your shop?
□ONE_______________________________________________
□TWO_______________________________________________
□THREE_____________________________________________
□FOUR______________________________________________
□FIVE_______________________________________________
□SIX________________________________________________

3) Which is major brand of Colour-Television you sold from your shop?


□SAMSUNG □LG □ Videocon □ Onida
□ Sansui

4) What is the important parameter for more sales of Colour-Television brand?


□Price □ Quality □ Services □ Advertisement
□ Schemes

5) Which is major brand of Refrigerator you sold from your shop?


□ Godrej □ Whirlpool □ Kenstar □ LG
□ SAMSUNG □ Videocon □ Kelvinator

6) What is the important parameter for more sales of Refrigerator brand?


□ Price □ Quality □ Services □ Advertisement
□Schemes

31
7) Which is major brand of Washing Machine you sold from your shop?
□ IFB □ Whirlpool □ Kenstar □ LG
□ SAMSUNG □ Videocon □ Kelvinator □ Godrej

8) What is the important parameter for more sales of Washing Machine brand?
□ Price □ Quality □ Services □ Advertisement
□ Schemes

B). Bibliography

1- http://www.samsung.com/in/aboutsamsung/index.html
2- http://www.samsung.com/in/aboutsamsung/corporateprofile/index.html
3- http://www.samsung.com/in/aboutsamsung/corporateprofile/history.html
4- http://www.samsung.com/in/aboutsamsung/corporateprofile/visionmission.html
5- http://www.samsung.com/in/consumer/index.html

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