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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,
but 86 percent of people who purchased a mobile in 2013 didn’t buy an iOS/Apple handset. 29 percent of smartphone sales will be in China. • Canalys (February 2012) expects Android-powered handsets to take 71 percent of the smartphone market in 2013. HTC and others.according to IDC). Huawei and ZTE – are expected to do well. 70 percent of mobile purchasers didn’t buy an Android handset in 2013. says Canalys.g. • Smartphone sales growth will be driven mostly by demand in developing nations. where low-end smartphones. 59 percent of mobile purchasers still bought a feature phone in 2013.9 percent per year between 2012 and 2016. as the iPhone is too expensive. While Samsung was the top smartphone vendor in China in Q4. which caused much media excitement. In 2016 Canalys (February 2012) believes there will be 1. as will BlackBerry (RIM) (4 percent). In 2013. IDC’s forecasts preceded the launch of BlackBerry 10. • Despite the meteoric rise of the Android operating system (OS). says Canalys. ZTE. In 2016. N. particularly from local vendors – e. then to gradually decline to 66 percent in 2016.3 billion smartphones sold in 2016. which is twice the amount sold in 2012 (see table below). The outlook: • Smartphone sales are projected to grow worldwide at 17. Canalys forecasts that twice as many smartphones will be sold as feature/basic phones – today feature phones outsell smartphones. • The wildcards in this game are the new HTML5-friendly operating systems . See the table below.B. • Apple might be the number two smartphone vendor. but Windows (11 percent) will overtake BlackBerry to take third place. 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. • In 2016. which is used in handsets from Samsung. Apple is struggling to make much of an impact. Lenovo.
and then abandoned MeeGo. However IDC. Windows. 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 offers smartphones with a variety of operating systems (OS): Android. Samsung provides. Since Nokia killed Symbian OS (which at the time was long-time market leader). The idea behind Tizen. 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. as well as consumers more choice. considering the growing number of supporting partners). but only 8 handsets in the US.based on Linux. only forecasts a market share of less that 2 percent for these in 2016. Firefox (Mozilla and supporters) and SailFish (Jolla and supporters). offers 21 handsets worldwide. In the US alone. now No2 and No3 respectively. These OS include Tizen (Samsung. Intel and supporters). formerly the top vendor in both handsets and smart phones. Aside: Considering its relative OS ambivalence. supposedly. within reason. Bada (a home-grown OS) and there are plans to launch phones based on Tizen. it now only offers smartphones on the Windows platform – . is to help Samsung reduce its reliance on Android. including feature phones and smartphones. such as dual-SIM handsets): • Nokia (Finland). These give handset manufacturers and operators. is it fair to speculate that Samsung would sell smartphones based on iOS and BlackBerry 10. (surprisingly. 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. Samsung offers 153 different cell phones.
perception and the quality of the product – announcing the Q4 results. No4 handset vendor. • ZTE (China). Of course there’s a lot more to Samsung’s success than handset variety. offers 22 handsets. GPS and 3G/4G. Android and Windows smartphones. • Apple (USA). • BlackBerry/RIM (Canada). The Chinese manufacturer plans to launch a smartphone powered by Firefox OS at Mobile World Congress this month. 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. including feature phones. a touch-screen smartphone running Apple’s iOS. with a dual-core or quad-core processor. This includes pricing. running either Android or Windows. The Z10 is apparently selling well in Canada and the UK. But the fact that Samsung offers so much more choice to consumers than its competitors has to be significant. No4 smartphone manufacturer.currently only flat-screen models. No2 in smartphones. predominantly Android smartphones. No5 handset vendor. offers 13 smartphones. in both flat-screen and QWERTY. offers 61 handsets. Point of interest: MeeGo spawned two of the new Linux-based OS Tizen and Sailfish. • HTC (Taiwan). both touch-screen and QWERTY. The Q10 isn’t on sale anywhere yet. • LG (Korea). 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. . Samsung credited much of its year-on-year mobile growth to sales of its high-end Galaxy smartphone. No5 smartphone vendor. only offers one choice – or three if you include older models – (albeit a popular one): the iPhone. various screen sizes. sells 19 flat-screen smartphones. 3G or 4G. options include flat screen or QWERTY keyboard. No3 in handsets. marketing.
• The forth table compares the projected growth of mobile devices. SAMSUNG STRATEGIC MARKETING IN INDIA SAMSUNG redefines fashion phones in India with the latest Galaxy collection Samsung has introduced a collection of mobile phones. Samsung's GALAXY S II . which was the market leader in 2011. smartphones. • The third table shows the forecasted shares of smartphone operating systems in 2012 and 2016. including feature phones. Nokia was the smartphone market leader) but in 2012 Samsung sold more than 50 percent more smartphones than Apple. In 2011 both Samsung and Apple were neck and neck as No1 and No2 in Smartphone vendors (prior to 2011. tablets and notebooks in 2012 and 2016. • The second table shows Samsung’s growth to become dominant smartphone vendor.And now the stats… • The first table shows Samsung’s growth to become the dominant handset vendor ahead of Nokia.
was also named “Best Smartphone” by GSMA. and surpassed over 20 million sales in 10 months. multimedia players. in recognition of the device’s powerful performance and overwhelming response from consumers. Highlights from 2011 include the launch of Samsung’s highly successful Android-powered GALAXY S II. “We are pleased to receive this honor from GSMA and believe that it’s a testament to Samsung’s innovation. President of IT & Mobile Communications Division at Samsung Electronics. Samsung’s Mobile Communications Business offers the world’s widest range of mobile phones.1. With a various product line-up that supports all major operating systems. and attention to consumer preferences. GALAXY Note which introduced a new device category. We sold over 97 million smartphones in 2011. achieved worldwide sales of over 10 million units in only 5 months.” said JK Shin. tablets. Samsung’s flagship smartphone. quality products. and GALAXY Tab 10. one of the thinnest tablet devices in the world. 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. and mobile related-products and solutions from cutting-edge smart mobile devices to mass-market smartphones that have been successful in emerging markets. Samsung gives consumers the choice to define their own mobile experience. demonstrating that this is the right approach. quicker than any device in Samsung’s history. . GALAXY S II. Samsung awarded "Device Manufacturer of the Year" for "success across the board with progress in every category".
CHAPTER-2 RESEARCH OBJECTIVES & METHODOLOGY . GALAXY S II is a beautifully thin (8. Samsung’s four content and entertainment hubs seamlessly provide instant access to music. e-reading and social networking services. games.Meanwhile.49 mm) and lightweight smartphone backed by a dual-core processor and an unmatched Super AMOLED Plus display.
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 .
of the area in which research is to be done. for the effective writing of the thesis report. as possible. 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 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. the data must be quality oriented. The researcher must be fully aware of the environment to which the difficulty pertains. It refers to the method adopted to collect the relevant data and other information which forms the basis of the research writing. For formulation a significant research problem. Type of Research:The proposed research is exploratory in nature. So. Universe of Research:- . Research design:A framework or plan for a study guides the collection and analysis of the data. Research is a careful critical inquiry in seeking facts and diligent investigation in order to ascertain something. the researcher should try to acquire as much knowledge.
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. The government census is a valuable source of secondary data. 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. Secondary data may be internal to be the firm.Universe for proposed research will be all the customers in mobile phone segment. The proposed sample size is 70 to 100. such as sales invoices and warranty cards. who are using it’s products and watching ads of LCDs on TV. magazines and other on other media channels. Newspaper. . Secondary Sources:Before going through the time and expense of collecting primary data. who are using Samsung mobile phones or others. one should cheek for secondary data that previously may have been collected for other purpose but that can be used in the immediate study. or may be external to the firm such as published data or commercially available data.
CHAPTER-3 LITERATURE REVIEW .
We sold over 97 million smartphones in 2011. and best-in-class products with quality at their core. 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.1. in recognition of the device’s powerful performance and overwhelming response from consumers. achieved worldwide sales of over 10 million units in only 5 months. This honor came in recognition of Samsung’s innovation in the mobile handset space. GALAXY Note which introduced a new device category. Samsung's GALAXY S II was also named “Best Smartphone” by GSMA. President of IT & Mobile Communications Division at Samsung Electronics. Samsung’s flagship smartphone.Literature review Samsung Electronics was named “Device Manufacturer of the Year” by GSMA in 2011.” said JK Shin. and surpassed over 20 million sales in 10 months. Highlights from 2011 include the launch of Samsung’s highly successful Android-powered GALAXY S II. responsiveness to consumer tastes and preferences. quicker than any device in Samsung’s history. . and GALAXY Tab 10. an organization that represents the interests of the worldwide mobile communications industry and hosts the Mobile World Congress trade show in Barcelona. GALAXY S II. one of the thinnest tablet devices in the world. demonstrating that this is the right approach.
Considering the case of the classical problem solving buying process behavior. ideas. . organizations or individuals disposes products. it is almost always the case that consumers go for information search before taking purchase/choice decision. 4. 5. Evaluating the given alternatives.e. Kim. 2. And it is also common in such behavior that consumers’ decision practice is directed by previously made likings for some specific alternatives. 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”. Post purchase status. From the perspective of marketing consumer’s purchase process can be categorized into a five step problem solving process i. Need. 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. Purchase activity. 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. it is imperative to study customer’s purchase behavi or. 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. Laroche. 3. information gathering. 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. In this specific technique of assessment a buyer automatically eliminates a brand that do not meet his set principles and even if it does. 1. In consumer choice behavior it’s important to take some general conditions into consideration.Consumers’ behavior towards mobile phones In order to comprehend an individual’s choice in a cell phone’s selection or any other product. 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. A definition of study of groups.
Young consumers have more interest in purchasing new products and they have information seeking behavior. Cellular phones and digital televisions got more attention of marketing researchers as look upon the acceptance procedure. The gray market remains a key issue with 20% total sales estimated for 2008 (Kerr and Harris companies and among them United distributors. And this behavior makes them self confident and this self confident leads to become a opinion leader which leads toward brand switching . Funk and Ndubisi study a significant involvement between color and the choice of an automobile.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. 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. 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 . Barak and Gould found that younger consumers are superior fond of stylish goods than older ones. role of family members and customer satisfaction is the significant factors. Rogers has provided a classification of consumers in expressions of innovators. . 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. Shariq Syed suggests that Indian mobile phone market has played the most in the rise of telecom business in India. Shanthi. 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. early adopters. early majority. source of information. Gupta studied the factors which motivate consumers while buy durables he found that brand choice.
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 20% 1.00.5.00.000 2.000 . 000 1.000 15% Above 5.00.000 .00.000 Above 5.2.000 .000 35% 30% 25% Below 1.00.00.INCOME RANGE (Rs per annum) Below 1.00.2.5.00.00.000 .00.00.00.000 10% 5% 0% .000 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 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. but higher the better It does not bother me 10% 5% 0% .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.PLEASE RATE THE FOLLOWING PARAMETERS IN THE ORDER OF IMPORTANCE (1 IS THE HIGHEST ORDER.sales Satisfaction Brand Image Hand set Durability 9 8 7 Physical Design 6 Size Operations 5 Features Price 4 After.sales Satisfaction Brand Image Hand set Durability 3 2 1 0 .
Rs 15000 Rs 15001.Rs 5000 Rs 5001.WHICH SAMSUNG MOBILE PHONES WILL YOU PREFER? Rs 1000.Rs 10000 Rs 10001.GIVEN A PRICE RANGE OF Rs 1000/.TO Rs 20000/.Rs 5000 Rs 5001.Rs 20000 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Rs 1000.Rs 10000 Rs 10001.Rs 20000 .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 .
V. to the customer plays a major role in the mobile market. Aggressive advertising put into effect for a long time in the customers mind which influence the people are T. A dealer also prefers the price range which provides better after sale service. According to the dealers advertising & promotional schemes along with other schemes also affect the consumer’s willingness. Along with these he will keep in mind the product quality & technology while selling a Samsung Mobile Phones.Conclusion CONCLUSION Most of the dealers are selling Multi Price Products of Samsung Mobile Phones. They sell different price ranges to gain more volume & more availability to the customers. Dealer preference to sell that price range in which he gains more profit & whose schemes are more beneficial & best suited to him. . So dealer’s preference to push a particular price range. Consumers prefer a Samsung Phones due to the quality & technological superior features. Newspapers & magazines. Consumers also judge the after sale service availability of the company before purchasing a mobile.
Chapter-6 Recommendations .
Therefore Samsung Phones should come out with new & innovative schemes so that volume can be increased. The promotional schemes attract the customer to buy a Samsung Mobile Phones. . So Samsung Phones should stress on “Relationship Marketing” to attain credibility in the market. So there is need for good relationship with the dealer in terms of incentives provided by the competitors. to build good relations with the customers & to retain customer loyalty. so that they don’t switch brands. In Delhi Market “Brand Name” plays a crucial role in the sale of a mobile phone. so that they might recommend Samsung Phones to the customer. 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.Recommendations RECOMMENDATIONS The dealer recommendations influence the buyer’s decision to purchase a particular Samsung Mobile Phone. Better after sales service should be provided to its existing customers. To create brand image. Samsung Phones Should ensure that their mobiles are delivered on time & place. Better R&D facilities should be provided by Samsung Phones in India.
pp.Bibliography Malhotra. London Joyce. G. Johan (1971): “Behavior and Attitude Research”. 1960 Hoinville. T. (1969): “Classification Manual for Household Interview surveys” in Gt. H. Social and Community Planning Research. (2005): “Introduction and early Phases of Marketing Research” in Marketing Research: An Applied Orientation. 30-46 Aucamp. pp. Britain. The effective use of marketing research. University of Chicago Press.. Fourth edition. London . (1960): Modern Factor Analysis. H. R. 66-99 Harman. Granada Publishing Ltd. (1964): “Techniques of brand image measurement” in New Developments in Research. and Jowell. Naresh K. Market research society.
000 ( ) ABOVE 5.5.00.00.00.00.00.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 .00.000 DO YOU OWN A Smartphone? YES / NO WHICH IS YOUR FAVOURITE SMARTPHONE BRAND? ___________ .2.000 .000 ( ) 2. 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 . 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.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.
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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