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Introduction to Marketing Strategies Marketing strategy is a process that can allow an organization to concentrate its resources on the optimal opportunities with the goals of increasing sales and achieving a sustainable competitive advantage. Marketing strategy includes all basic and long-term activities in the field of marketing that deal with the analysis of the strategic initial situation of a company and the formulation, evaluation and selection of market-oriented strategies and therefore contribute to the goals of the company and its marketing objectives.
“STRATEGY” is a very broad term which commonly describes any thinking that looks at the bigger picture. Successful companies are those that focus their efforts strategically. To meet and exceed customer satisfaction, the business team needs to follow an overall organizational strategy. A successful strategy adds value for the targeted customers over the long run by consistently meeting their needs better than the competition does. Strategy is the way in which a company orients itself towards the market in which it operates and towards the other companies in the marketplace against which it competes. It is a plan an organization formulates to gain a Sustainable Advantage over the competition.
By being constantly connected, consumers are allowing marketers access to parts of their lives that not long ago would have been much more difficult to penetrate. Digital technologies, and the content they deliver, have added dynamic segmentation and targeting capabilities to more traditional methods. Customer’s needs, attitudes and propensity to purchase evolve and change by the minute, as the influences that surround them alter their desires, perspectives and physical state.
With the introduction of so many communication options (e.g. e-mail, fixed line, mobile phone, mail, face to face ) the consumers preferred method of response has also evolved. The comparatively blunt 'traditional media' instruments of TV, press, radio and outdoor, those have looked to influence consumer trends over time, have been supplemented by media that can instantly respond to desires and needs.
Internet on the PC The PC is the information vehicle of choice; a recent Forrester report revealed that by 2012 US consumers will research $378 billion in cars, trips, and clothes online before buying. The higher the cost of a product or service, the greater the importance of the internet as a step in the purchasing cycle. Another Forrester survey amongst retail companies estimated that 25% of purchases were sparked by their internet site against 2% of sales actually purchased on the internet.
Mobile Telephony Cell phones and other mobility devices (PDAs etc.) are ideal for location-based advertising and as a tool to remind consumers of specific products and services. The pervasiveness of these devices makes them an excellent vehicle for marketers looking to create stickiness and improve customer loyalty. SMS-based marketing has proven very effective for stimulating purchase of low cost location-based offerings. Digital novelties like electronic coupons are helping to create an ever more constant presence for products and services. As an example, BTCellnet's SMS-based marketing campaign around the Channel 4 program, Big Brother has proven very successful. SMS information teasers raised WAP usage by a significant 20%.
SAMSUNG's new strategy in US market I, and other much wiser bloggers, have already written about how successful SAMSUNG had been in selling phones on the US market. It seems that American people are attracted to Smartphones. Unfortunately, the carriers did make it easy for SAMSUNG to be the #1 in america, either. Samsung’s supremacy in the mobile business is no accident. In 2012, the South Korean electronics giant overtook Nokia to claim the number one spot with 23.4 percent of mobile phone market and extended its lead, massively, over Apple in the smartphone market taking 30.3 percent, according to IDC, Gartner and Strategy Analytics (see the tables below). Samsung also knocked Apple off its perch to become the best-loved smartphone vendor in the US-based Brand Keys 2013 Customer Loyalty Index. So what’s the secret to its success? Samsung is a master at giving consumers what they want: choice. Samsung offers a mobile phone to suit every customer’s requirements, at all price points, on a variety of different operating systems, while its rivals offer a restricted or – in the case of Apple – no choice. All companies that want to engage customers via mobile should emulate Samsung. In the free-market economy, customers must be allowed to choose what type of handset they want to use and to engage with companies via the mobile channel of their choice, be that SMS, mobile Web, email or native app. Companies have to fit their mobile strategy to suit consumer choice. Companies that are prescriptive in their mobile engagement, epitomized by companies that only offer an iPhone or Android app, are pushing all their other customers (both those that have a different handset and those who simply don’t want another app cluttering up their cell phone) into the welcoming arms of their competitors. The facts: • Despite the growing popularity of smartphones (sales grew 44 percent in 2012,
as the iPhone is too expensive. Huawei and ZTE – are expected to do well. which caused much media excitement. Canalys forecasts that twice as many smartphones will be sold as feature/basic phones – today feature phones outsell smartphones. where low-end smartphones.g. 29 percent of smartphone sales will be in China. See the table below. In 2013. particularly from local vendors – e. which is twice the amount sold in 2012 (see table below). The outlook: • Smartphone sales are projected to grow worldwide at 17. In 2016. as will BlackBerry (RIM) (4 percent). 70 percent of mobile purchasers didn’t buy an Android handset in 2013. which is used in handsets from Samsung. In 2016 Canalys (February 2012) believes there will be 1. 59 percent of mobile purchasers still bought a feature phone in 2013. While Samsung was the top smartphone vendor in China in Q4. • Smartphone sales growth will be driven mostly by demand in developing nations. • In 2016. • Despite the meteoric rise of the Android operating system (OS).according to IDC). then to gradually decline to 66 percent in 2016. • Canalys (February 2012) expects Android-powered handsets to take 71 percent of the smartphone market in 2013. says Canalys. but Windows (11 percent) will overtake BlackBerry to take third place. but 86 percent of people who purchased a mobile in 2013 didn’t buy an iOS/Apple handset.3 billion smartphones sold in 2016. IDC forecasts that Android (project market share in 2016: 64 percent) and iOS (19 percent) will have a similar share of the smartphone market as they do today.B. says Canalys.9 percent per year between 2012 and 2016. • Apple might be the number two smartphone vendor. Lenovo. IDC’s forecasts preceded the launch of BlackBerry 10. • The wildcards in this game are the new HTML5-friendly operating systems . ZTE. HTC and others. N. Apple is struggling to make much of an impact.
considering the growing number of supporting partners). and then abandoned MeeGo. Feature phone or smartphone? Cheap or expensive? Big or small? Flat-screen or physical QWERTY keyboard? 4G or 3G? NFC? Bluetooth? WiFi? Flip phone? Rugged phone? GPS? Whatever the customer wants. it now only offers smartphones on the Windows platform – . now No2 and No3 respectively. only forecasts a market share of less that 2 percent for these in 2016. within reason. These give handset manufacturers and operators. if Apple (unlikely) and BlackBerry (it’s been speculated) were prepared to license their proprietary OS? Compare this to the competition (numbers apply to product availability in the US – expect the Asian manufacturers to offer a wider range of phones in developing markets and or home markets. offers 21 handsets worldwide.based on Linux. supposedly. Since Nokia killed Symbian OS (which at the time was long-time market leader). (surprisingly. Samsung provides. Aside: Considering its relative OS ambivalence. is it fair to speculate that Samsung would sell smartphones based on iOS and BlackBerry 10. formerly the top vendor in both handsets and smart phones. Intel and supporters). Windows. is to help Samsung reduce its reliance on Android. However IDC. such as dual-SIM handsets): • Nokia (Finland). These OS include Tizen (Samsung. In the US alone. as well as consumers more choice. Samsung – the champion of consumer choice So let’s get back to Samsung… Analyzing the products available from the top five handset and smartphone manufacturers tells a very interesting story. The idea behind Tizen. Samsung offers 153 different cell phones. It offers smartphones with a variety of operating systems (OS): Android. Firefox (Mozilla and supporters) and SailFish (Jolla and supporters). but only 8 handsets in the US. Bada (a home-grown OS) and there are plans to launch phones based on Tizen. including feature phones and smartphones.
offers 22 handsets. only offers one choice – or three if you include older models – (albeit a popular one): the iPhone. • HTC (Taiwan). perception and the quality of the product – announcing the Q4 results. Samsung credited much of its year-on-year mobile growth to sales of its high-end Galaxy smartphone. • LG (Korea). offers 61 handsets. both touch-screen and QWERTY. • BlackBerry/RIM (Canada). But the fact that Samsung offers so much more choice to consumers than its competitors has to be significant. running either Android or Windows. The Z10 is apparently selling well in Canada and the UK.currently only flat-screen models. a touch-screen smartphone running Apple’s iOS. sells 19 flat-screen smartphones. This includes pricing. Point of interest: MeeGo spawned two of the new Linux-based OS Tizen and Sailfish. • Apple (USA). . various screen sizes. options include flat screen or QWERTY keyboard. GPS and 3G/4G. No5 smartphone vendor. No5 handset vendor. • ZTE (China). The new flat-screen Z10 and QWERTY Q10 – the first smartphones based on the long-awaited BlackBerry 10 OS are not yet available in the US. with a dual-core or quad-core processor. marketing. The Chinese manufacturer plans to launch a smartphone powered by Firefox OS at Mobile World Congress this month. No2 in smartphones. in both flat-screen and QWERTY. 3G or 4G. No4 handset vendor. predominantly Android smartphones. Android and Windows smartphones. including feature phones. The Q10 isn’t on sale anywhere yet. mobiThinking isn’t alone in coming to this conclusion – according to media reports part of the reason for the recent fall in Apple’s share price is investor concern at Apple’s one-smartphone strategy. Of course there’s a lot more to Samsung’s success than handset variety. No3 in handsets. offers 13 smartphones. No4 smartphone manufacturer.
tablets and notebooks in 2012 and 2016. Nokia was the smartphone market leader) but in 2012 Samsung sold more than 50 percent more smartphones than Apple. • The second table shows Samsung’s growth to become dominant smartphone vendor. • The forth table compares the projected growth of mobile devices. Samsung's GALAXY S II . • The third table shows the forecasted shares of smartphone operating systems in 2012 and 2016. smartphones. which was the market leader in 2011. In 2011 both Samsung and Apple were neck and neck as No1 and No2 in Smartphone vendors (prior to 2011.And now the stats… • The first table shows Samsung’s growth to become the dominant handset vendor ahead of Nokia. SAMSUNG STRATEGIC MARKETING IN INDIA SAMSUNG redefines fashion phones in India with the latest Galaxy collection Samsung has introduced a collection of mobile phones. including feature phones.
quicker than any device in Samsung’s history. and mobile related-products and solutions from cutting-edge smart mobile devices to mass-market smartphones that have been successful in emerging markets. and attention to consumer preferences. Highlights from 2011 include the launch of Samsung’s highly successful Android-powered GALAXY S II. We sold over 97 million smartphones in 2011. multimedia players. GALAXY Note which introduced a new device category. achieved worldwide sales of over 10 million units in only 5 months. in recognition of the device’s powerful performance and overwhelming response from consumers. and GALAXY Tab 10. GALAXY S II. “We are pleased to receive this honor from GSMA and believe that it’s a testament to Samsung’s innovation. tablets. With a various product line-up that supports all major operating systems. Each of these devices has strengthened Samsung’s commitment to democratizing the smart mobile device era and bringing cutting-edge smartphone experiences to the mass-market.” said JK Shin. Samsung gives consumers the choice to define their own mobile experience. and surpassed over 20 million sales in 10 months. Samsung’s Mobile Communications Business offers the world’s widest range of mobile phones. Samsung awarded "Device Manufacturer of the Year" for "success across the board with progress in every category". Samsung’s flagship smartphone.was also named “Best Smartphone” by GSMA. . one of the thinnest tablet devices in the world. demonstrating that this is the right approach. President of IT & Mobile Communications Division at Samsung Electronics. quality products.1.
e-reading and social networking services.Meanwhile. games. GALAXY S II is a beautifully thin (8.49 mm) and lightweight smartphone backed by a dual-core processor and an unmatched Super AMOLED Plus display. Samsung’s four content and entertainment hubs seamlessly provide instant access to music. CHAPTER-2 RESEARCH OBJECTIVES & METHODOLOGY .
Objective of the study The following are the objectives of this study To analyze what today’s consumers is wanting and efforts made by Samsung India in providing them the same To understand the consumer’s perception about Samsung Smart Phones To understand the consumer insight about all the aspects involved in decision making while buying Smart Phones .
the data must be quality oriented. It is the controlling plan for a marketing research study in which the methods and procedures for collecting and analyzing the information to be collected is specified. Research is a careful critical inquiry in seeking facts and diligent investigation in order to ascertain something. as possible. of the area in which research is to be done. Research design:A framework or plan for a study guides the collection and analysis of the data. Universe of Research:- . Type of Research:The proposed research is exploratory in nature. It refers to the method adopted to collect the relevant data and other information which forms the basis of the research writing. So. the researcher should try to acquire as much knowledge. For formulation a significant research problem.Research methodology DATA COLLECTION METHODS: Meaning of Research: Research is simply the process of finding solutions to a problem after thorough study and analysis of the situational factors. for the effective writing of the thesis report. The researcher must be fully aware of the environment to which the difficulty pertains.
The proposed sample size is 70 to 100.Universe for proposed research will be all the customers in mobile phone segment. or may be external to the firm such as published data or commercially available data. such as sales invoices and warranty cards. who are using it’s products and watching ads of LCDs on TV. Sampling Units:Sampling units will be selected from the market of Delhi and NCR Sampling Method:Random sampling Method adopted for the purpose of proposed research. . Sample Size:From the large number of population of Delhi and NCR region the researcher will be selecting a true samples of Samsung Mobile Users. magazines and other on other media channels. Secondary Sources:Before going through the time and expense of collecting primary data. who are using Samsung mobile phones or others. Newspaper. Secondary data may be internal to be the firm. one should cheek for secondary data that previously may have been collected for other purpose but that can be used in the immediate study. The government census is a valuable source of secondary data.
CHAPTER-3 LITERATURE REVIEW .
achieved worldwide sales of over 10 million units in only 5 months. Samsung's GALAXY S II was also named “Best Smartphone” by GSMA.” said JK Shin. We sold over 97 million smartphones in 2011. responsiveness to consumer tastes and preferences. demonstrating that this is the right approach. This honor came in recognition of Samsung’s innovation in the mobile handset space. an organization that represents the interests of the worldwide mobile communications industry and hosts the Mobile World Congress trade show in Barcelona. Samsung’s flagship smartphone. and GALAXY Tab 10.Literature review Samsung Electronics was named “Device Manufacturer of the Year” by GSMA in 2011. GALAXY S II. Highlights from 2011 include the launch of Samsung’s highly successful Android-powered GALAXY S II. quicker than any device in Samsung’s history. in recognition of the device’s powerful performance and overwhelming response from consumers. . Each of these devices has strengthened Samsung’s commitment to democratizing the smart mobile device era and bringing cutting-edge smartphone experiences to the mass-market. GALAXY Note which introduced a new device category. one of the thinnest tablet devices in the world.1. and best-in-class products with quality at their core. and surpassed over 20 million sales in 10 months. President of IT & Mobile Communications Division at Samsung Electronics.
From the perspective of marketing consumer’s purchase process can be categorized into a five step problem solving process i. Purchase activity. information gathering. 2. In this specific technique of assessment a buyer automatically eliminates a brand that do not meet his set principles and even if it does. . Considering the case of the classical problem solving buying process behavior. Laroche. it does not have one or two attributes of extreme importance to him even it has all other consumer’s choice as to which product to purchase from a given set of alternatives and whether to purchase or not. In consumer choice behavior it’s important to take some general conditions into consideration. 1. experiences or services in order to fulfill their needs and wants and the pot that these procedures have on the consumer and the society as whole”. 3. 4. So it shows that customers are expected to formulate their selection decision that they conducted rather than a detailed evaluation of all the possible alternatives. This five step process of decision making is most suitable for a purchase decision that requires problem solving behavior or complex decision making low involvement products. 5.Consumers’ behavior towards mobile phones In order to comprehend an individual’s choice in a cell phone’s selection or any other product. ideas. Post purchase status. Need. Evaluating the given alternatives. it is almost always the case that consumers go for information search before taking purchase/choice decision. organizations or individuals disposes products. Kim. and Matsui opined that along with info search evaluation of alternatives is an important activity that determines consumer’s choice and it is often influenced by “Cognitive Heuristics” or in simple words a buyer choose a particular product provide if it fulfills his perceived values based on his past experiences. A definition of study of groups. And it is also common in such behavior that consumers’ decision practice is directed by previously made likings for some specific alternatives.e. Similarly the purchase decision for a new handset follows the same buying process but in some instances it may also be affected by symbolic preferences linked to some brands. it is imperative to study customer’s purchase behavi or.
Gupta studied the factors which motivate consumers while buy durables he found that brand choice. Competitive rivalry for market share is still intense with the leadership position dominated by Nokia while Samsung benefits from the growing market for very low cost handsets. Cellular phones and digital televisions got more attention of marketing researchers as look upon the acceptance procedure. early majority. Rogers has provided a classification of consumers in expressions of innovators. The gray market remains a key issue with 20% total sales estimated for 2008 (Kerr and Harris companies and among them United distributors. role of family members and customer satisfaction is the significant factors. Telecom industry of India is estimated to be rising a Telecommunication authority 2. The India mobile handset market should be given equal credit for the enormous growth of India’s telecom sector along with telecommunication service providers. Shariq Syed suggests that Indian mobile phone market has played the most in the rise of telecom business in India. early adopters. source of information. late majority and laggards. R work on the perceptual dimensions of brand association with reference to mobile users.7 million subscribers gets added into the industry on monthly basis .The Status of India’s Telecom and Handset Market The past decade has seen a telecommunication revolution not just in India but throughout the world. Funk and Ndubisi study a significant involvement between color and the choice of an automobile. Young consumers have more interest in purchasing new products and they have information seeking behavior. And this behavior makes them self confident and this self confident leads to become a opinion leader which leads toward brand switching . Shanthi. But now a day’s consumers are also give the impression of being into the compatibility of the new products to their selfimage and life style. Barak and Gould found that younger consumers are superior fond of stylish goods than older ones. .
CHAPTER-4 PRIMARY FINDINGS & ANALYSIS .
Data analysis FAMILY SIZE Just Myself Two Three Four Five More 35% 30% 25% Just Myself Two 20% Three Four 15% Five More 10% 5% 0% .
000 15% Above 5.00.00.5.000 .00.5.00.000 10% 5% 0% .00.00.00.00.00.000 Above 5.00.INCOME RANGE (Rs per annum) Below 1.00.000 2.000 .000 .000 2. 000 1.000 . 000 20% 1.000 35% 30% 25% Below 1.00.2.2.
Do You Own a Samsung phone? YES / NO Which Is Your Favourite Samsung phone range? ___________ 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Yes No .
Who are the Major Influencers in your Buying Decision of Samsung Mobile Phones? Family Friends Neighbours Colleagues Children Others 25% 20% Family 15% Friends Neighbours Collegues 10% Children Others 5% 0% .
HOW DO YOU LOOK AT YOUR SAMSUNG MOBILE PHONES A Conveyance Instrument A need for a life in Delhi It is always good to have my own Samsung Mobile Phone I love talking A Symbol of Affluence An Important addition to my lifestyle 25% 20% A Conveyence Instrument A need for a life in Delhi 15% It is always good to have my own Samsung Mobile Phone I love talking 10% A Symbol of Affluence An Important addition to my lifestyle 5% 0% .
IN CASE OF YOUR BUYING A SAMSUNG MOBILE PHONE. WHO ALL DO YOU THINK WILL BE INVOLVED IN THE DECISION Spouse Children Friends Colleagues Others 30% 25% 20% Spouse Children 15% Friends Collegues 10% Others 5% 0% .
but higher the better It does not bother me 10% 5% 0% . but higher the better It does not bother me 35% 30% 25% It is the most important Criterion It is important 20% It is one of the criterions I would look at 15% Not very important.How important do you feel is Price as buying criteria for Samsung Mobile Phones? It is the most important Criterion It is important It is one of the criterions I would look at Not very important.
How Much Significance do you attach to the price of the Samsung Mobile Phones? Not the Least I am Aware of the price but that Doesn’t Sole Affect my Choice Price makes a Globe of Difference 25% 20% 55% 60% 50% Not the Least 40% I am Aware of the price but that Doesn’t Sole Affect my Choice Price Makes a Globe of Difference 30% 20% 10% 0% .
10 IS THE LOWEST) Physical Design Size Operations Features Price After.sales Satisfaction Brand Image Hand set Durability 3 2 1 0 .sales Satisfaction Brand Image Hand set Durability 9 8 7 Physical Design 6 Size Operations 5 Features Price 4 After.PLEASE RATE THE FOLLOWING PARAMETERS IN THE ORDER OF IMPORTANCE (1 IS THE HIGHEST ORDER.
Rs 5000 Rs 5001.Rs 10000 Rs 10001.TO Rs 20000/.Rs 10000 Rs 10001.Rs 15000 Rs 15001.WHICH SAMSUNG MOBILE PHONES WILL YOU PREFER? Rs 1000.Rs 5000 Rs 5001.Rs 20000 .GIVEN A PRICE RANGE OF Rs 1000/.Rs 20000 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Rs 1000.Rs 15000 Rs 15001.
PLEASE MARK THE FOLLOWING PARAMETERS ACCORDING TO WHETHER YOU AGREE OR DISAGREE AS TO WHETHER SAMSUNG MOBILE PHONE DELIVERS THAT PARTICULAR VALUE 1: VERY STRONGLY DISAGREE 2: STRONGLY DISAGREE 3: DISAGREE 4: NEUTRAL 5: AGREE 6: STRONGLY AGREE 7: VERY STRONGLY AGREE 1 Good Performance High Product quality Few problems faced Low cost of ownership High innovative product High After 5% 5% 0% 5% 5% 2 5% 10% 5% 5% 10% 5% 3 5% 5% 5% 5% 10% 5% 4 10% 10% 5% 10% 10% 10% 5 20% 20% 30% 20% 10% 20% 6 25% 20% 25% 25% 30% 25% 7 30% 30% 30% 30% 25% 30% Sales 5% Satisfaction Good Brand Image 5% 5% 5% 15% 30% 25% 15% .
High Overall Satisfaction 5% 0% 5% 10% 20% 25% 35% .
Good Performance 30% 25% 20% 15% 10% Very Strongly Disagree Strongly Disagree Disagree Neutral Agree Strongly Agree Very Strongly Agree 5% 0% .
High Product quality 30% 25% 20% 15% 10% Very Strongly Disagree Strongly Disagree Disagree Neutral Agree Strongly Agree Very Strongly Agree 5% 0% .
Few problems faced 30% 25% 20% 15% 10% Very Strongly Disagree Strongly Disagree Disagree Neutral Agree Strongly Agree Very Strongly Agree 5% 0% .
Low cost of ownership 30% 25% 20% Very Strongly Disagree Strongly Disagree Disagree Neutral Agree Strongly Agree Very Strongly Agree 15% 10% 5% 0% .
High innovative product 30% 25% 20% 15% 10% Very Strongly Disagree Strongly Disagree Disagree Neutral Agree Strongly Agree Very Strongly Agree 5% 0% .
High after Sales Satisfaction 30% 25% 20% 15% 10% Very Strongly Disagree Strongly Disagree Disagree Neutral Agree Strongly Agree Very Strongly Agree 5% 0% .
Good Brand Image of Samsung Mobile Phone 30% 25% 20% 15% 10% Very Strongly Disagree Strongly Disagree Disagree Neutral Agree Strongly Agree Very Strongly Agree 5% 0% .
High Overall Satisfaction 30% 25% 20% 15% 10% Very Strongly Disagree Strongly Disagree Disagree Neutral Agree Strongly Agree Very Strongly Agree 5% 0% .
CHAPTER-5 CONCLUSIONS .
Aggressive advertising put into effect for a long time in the customers mind which influence the people are T. Newspapers & magazines. Consumers prefer a Samsung Phones due to the quality & technological superior features. Dealer preference to sell that price range in which he gains more profit & whose schemes are more beneficial & best suited to him. . to the customer plays a major role in the mobile market. So dealer’s preference to push a particular price range.Conclusion CONCLUSION Most of the dealers are selling Multi Price Products of Samsung Mobile Phones. Along with these he will keep in mind the product quality & technology while selling a Samsung Mobile Phones. A dealer also prefers the price range which provides better after sale service. Consumers also judge the after sale service availability of the company before purchasing a mobile. They sell different price ranges to gain more volume & more availability to the customers.V. According to the dealers advertising & promotional schemes along with other schemes also affect the consumer’s willingness.
Chapter-6 Recommendations .
Recommendations RECOMMENDATIONS The dealer recommendations influence the buyer’s decision to purchase a particular Samsung Mobile Phone. Better R&D facilities should be provided by Samsung Phones in India. . Therefore Samsung Phones should come out with new & innovative schemes so that volume can be increased. To create brand image. The promotional schemes attract the customer to buy a Samsung Mobile Phones. so that it is able to come up with new models with the same pace of its competitors and R&D will also help in minimizing the manufacturing defects. to build good relations with the customers & to retain customer loyalty. so that they don’t switch brands. Samsung Phones Should ensure that their mobiles are delivered on time & place. Better after sales service should be provided to its existing customers. So Samsung Phones should stress on “Relationship Marketing” to attain credibility in the market. so that they might recommend Samsung Phones to the customer. So there is need for good relationship with the dealer in terms of incentives provided by the competitors. In Delhi Market “Brand Name” plays a crucial role in the sale of a mobile phone.
T. Fourth edition. 66-99 Harman. Granada Publishing Ltd. Social and Community Planning Research. and Jowell. Market research society.Bibliography Malhotra. H. H. R. 30-46 Aucamp.. G. Britain. London . (2005): “Introduction and early Phases of Marketing Research” in Marketing Research: An Applied Orientation. (1969): “Classification Manual for Household Interview surveys” in Gt. The effective use of marketing research. (1960): Modern Factor Analysis. 1960 Hoinville. pp. London Joyce. (1964): “Techniques of brand image measurement” in New Developments in Research. pp. Naresh K. Johan (1971): “Behavior and Attitude Research”. University of Chicago Press.
00.2.000 ( ) ABOVE 5.000 DO YOU OWN A Smartphone? YES / NO WHICH IS YOUR FAVOURITE SMARTPHONE BRAND? ___________ .00.00.000 .Appendix-Questionnaire CUSTOMER QUESTIONAIRE AGE: __________ MARITIAL STATUS: FAMILY SIZE ( ) JUST MYSELF ( ) TWO ( ) THREE ( ) FOUR ( ) FIVE ( ) MORE GENDER: MALE / FEMALE SINGLE / MARRIED INCOME RANGE (Rs per annum) ( ) BELOW 1.000 ( ) 2.00.00.000 .5.00. 000 ( ) 1.
WHO ALL DO YOU THINK WILL BE INVOLVED IN THE DECISION ( ) SPOUSE ( ) CHILDREN ( ) FRIENDS ( ) COLLEGUES ( ) OTHERS .WHO ARE THE MAJOR INFLUENCERS IN YOUR BUYING DECISION? ( ) FAMILY NEIGHBOURS ( ) COLLEGUES ( ) CHILDREN ( ) OTHERS ( ) FRIENDS ( ) HOW DO YOU LOOK AT YOUR SMARTPHONE ( ) A CONVEYENCE INSTRUMENT ( ) A NEED FOR A LIFE IN DELHI ( ) IT IS ALWAYS GOOD TO HAVE MY OWN SMARTPHONE ( ) I LOVE TALKING ( ) A SYMBOL OF AFFLUENCE ( ) AN IMPORTANT ADDITION TO MY LIFESTYLE IN CASE OF YOUR BUYING A SMARTPHONE.
SALES SATISFACTION ( ) HAND SET DURABILITY ( ) PRICE ( ) BRAND IMAGE ( ) SIZE .HOW IMPORTANT DO YOU FEEL IS BRAND AS BUYING CRITERIA? ( ) IT IS THE MOST IMPORTANT CRITERION ( ) IT IS IMPORTANT ( ) IT IS ONE OF THE CRITERIONS I WOULD LOOK AT ( ) NOT VERY IMPORTANT. 10 IS THE LOWEST) ( ) PHYSICAL DESIGN ( ) OPERATIONS ( ) FEATURES ( ) AFTER. BUT HIGHER THE BETTER ( ) IT DOES NOT BOTHER ME HOW MUCH SIGNIFICANCE DO YOU ATTACH TO THE BRAND OF THE SMARTPHONE? ( ) NOT THE LEAST ( ) I AM AWARE OF THE BRANDS BUT THAT DOESN’T SOLE AFFECT MY CHOICE ( ) BRAND MAKES A GLOBE OF DIFFERENCE PLEASE RATE THE FOLLOWING PARAMETERS IN THE ORDER OF IMPORTANCE (1 IS THE HIGHEST ORDER.
GIVEN A PRICE RANGE OF RS 10000 to RS 15000 WHICH BRAND WILL YOU PREFER? ( ) Nokia ( ) Sony Erricson ( ) Samsung ( ) Motorola ( ) LG ( ) Blackberry ( ) Asus ( ) others________ PLEASE MARK THE FOLLOWING PARAMETERS ACCORDING TO WHETHER YOU AGREE OR DISAGREE AS TO WHETHER SAMSUNG SMARTPHONE DELIVERS THAT PARTICULAR VALUE 1: VERY STRONGLY DISAGREE 2: STRONGLY DISAGREE 3: DISAGREE 4: NEUTRAL 5: AGREE 6: STRONGLY AGREE 7: VERY STRONGLY AGREE 1 2 3 4 5 6 7 .
GOOD PERFORMANCE HIGH PRODUCT QUALITY FEW PROBLEMS FACEd LOW COST OF OWNERSHIP HIGH INNOVATIVE PRODUCT HIGH SALES SATISFACTION HIGH SALES SATISFACTION GOOD IMAGE BRAND AFTER HIGH OVERALL SATISFACTION .
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