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“A STUDY OF MARKETING STRATEGY FOLLOWED BY SAMSUNG WITH SPECIAL REFERENCE TO LCD & LED TV SETS AT GONDIA LEVEL”
Submitted in partial fulfillment for the requirement of the award of bachelor of Business Administration of R.T.M. Nagpur University, Nagpur
(B.B.A. Final Year)
Under Guidance of
PROF. LALARAJPAT RAI
DEPARTMENT OF BACHELOR OF BUSINESS ADMINISTRATION NATWARLAL MANIKLAL DALAL COLLEGE GONDIA 2012-2013
1. Introduction 2. Objectives 3. Hypothesis 4. Company Profile 5. Research Methodology 6. Data Analysis and Interpretation 7. Verification 8. Findings 9. Conclusion 10. Suggestion 11. Limitations 12. Bibliography 13. Appendix
The concept of marketing came in India very late. Though we are known lot about the theoretical part of it. The theoretical importance was left by the Indian industries when they came to know about the competition with the multinational companies functioning in India also exporting our products in abroad. The essence marketing is an exchange or a transaction, intended to satisfy human needs or wants. That is, marketing is a human activity directed at satisfying needs and wants, through an exchange process. A demand is a want for which the consumer is prepared to pay a price. A want is anything or a service the consumer desires or seeks. Wants become demands when backed by purchasing power. A need is anything the consumer feels to keep himself alive and healthy. A transaction consists of a value between two parties. A transaction differs from a transfer. A transfer may receive nothing in return. The aim of marketing is to make sales in order to earn reasonable profit for the producer.
MEANING The marketing occupies an important position in any business units. Traditional view of marketing is the customer wants whatever the seller presents to them. The main objective is to manufacture the things without considering the need and want of consumer wants. Several authors have defined term marketing.
DEFINATION “Marketing includes those business activities which goods are involved in the flow of goods and services from production to consumption” – Converse
“Marketing is the business process by which products are matched with market and through which transfer of ownership are effected.” Cundiff.
Previously market was considered to be a place where buyers and sellers would meet. But market dose not necessarily mean a place. According to Barwell, marketing consists of identifying, anticipating and satisfying customer needs and desires. According to Stanton, “marketing is the creation and delivery of a standard of living; it is finding out what customer wants, then planning and developing a product of service that will satisfy those wants; and then determining the best way to price, promote and distribute that product or service,” Peter Drucker observes that the purpose of business is to create a customer by which he lays stress on two aspects: (a) identification of consumer needs and (b) organizing the business to meet these needs. The modern concept focused on the consumer and their satisfaction. The approach of modern marketing is consumer-oriented instead of solely product-oriented.
OBJECT OF MARKETING : 1. Intelligent and capable application of modern marketing policies. 2. To develop the marketing field. 3. To develop guiding policies and their implementation for a good result. 4. To suggest solution by studying the problems relating to marketing. 5. To find sources for further information con 6. To revive existing marketing function, if shortcomings are found. 7. To take appropriate actions in the course of actions.
INTRODUCTION OF TOPIC
This Projects is concerned with studying marketing strategy “SAMSUNG LCD, LED in Gondia City. “
When someone wants to buy the LCD, they look towards the specialties, benefits and value added services. From this project one can also determine the factor that influences the customer the most. We can also find out the buying behavior of consumer. This project will also check the consumer satisfaction level that is using the services of different service providers.
This project is also concerned with understanding the various promotional strategies adopted by the LCD, LED TV market leaders i.e. SAMSUNG. we can evaluate the customer’s level by this project.
Every business organization that comes into contact with the customer develops a perception in the mind of the customer. Today, in this competitive world every organization needs to know the perception in the mind to the customers. In order to gain mind share or heart share of customers along with the market share is the main lookout for the organizations. Especially in consumer electronics sector, where the products are more or less same, the only way to leave positive impact on customer’s mind and to gain competitive advantage is providing best possible services to the customers.
OBJECTIVES OF THE STUDY
1. To study the marketing strategy of SAMSUNG LCD & LED.
To analyse the future planning of SAMSUNG LCD & LED.
To evaluate the effectiveness of marketing strategies.
To study the consumer preference towards the SAMSUNG LCD &
HYPOTHESIS OF THE STUDY
H1:- The customer have positive attitude towards the product.
H2:-Price of a product depends upon its technical functionality and looks.
H3:-The promotional strategies
adopted by the companies contributed in
customer buying decision related to LCD & LED.
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COMPANY PROFILE AND PRODUCT PROFILE
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INTRODUCTION ABOUT SAMSUNG COMPANY
Samsung ins Korean company that has risen to prominence in many fields over the years. The size and to scope of the company is almost unimaginable, as they are one of the largest and most diverse companies in the world. While the company is mostly known for their technology division (cell phones, radios, MP3 Players, computer screens, and the like) they have many other divisions as well. The company has expanded form a humble storefront storefront launched in the late 1930s to the largest company in Korea and the second largest company in the world. In addition to the electronics division, which is the most profitable and successful one in the world, the company also has forayed into finance, chemicals, retail, and straight-up entertainment – all with great degrees of success. The company employs many of south Korea’s finest employees, including many with PHD level education. This is not surprising, seeing as the company’s assets total somewhere around 300 billion. The company has some of the most loyal employees around and many work every day – that means on holiday time off or weekends – both because they want to and it is expected. However, it is important to note the company is responsible for at least 1/5 of the Country’s exports. As a result, they are in a position of power because of the money they supply to the government. Additionally, their vast number of employees is essential to the country’s economy.
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The company has been around for quite some time, and although there has been some controversy about their strength and power in South Korea, there is no denying that they benefit the economy greatly by providing jobs, exporting their services, and otherwise doing things that smaller companies would not be equipped to do. Samsung is a powerhouse of a company, with many people worldwide using their products, particularly the electronics such as cell phones and MP3 players. It’s not surprising that the company continues to thrive in the ways it does. Founded in 1938, Samsung is currently the world’s leading consumer electronics brand. The massive south Korean conglomerate entered the television market in 1972 and began making flat panel TVs in 1999.
SAMSUNG SERIES 7 LCD SAMSUNG SERIES 6 LCD SAMSUNG SERIES 5 LCD SAMSUNG SERIES 4 LCD SAMSUNG SERIES 3 LCD
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BASIC LCD CONCEPTS LCD televisions produce a colored image by selectively filtering a white. The light is typically
provided by a series of cold cathode fluorescent lamps (CCFLs) at the back of the screen, although same displays use white or colored LEDs instead. Millions of individual LCD shuters arranged in a grid, open and close to allow a metered amount of the white light through. Each shutter is paired with a colored filter to remove all but the red, green or blue (RGB) portion of the light from the original white source. Each shutter-filter pair forms a single sub-pixel. The sub-pixels are so small that when the display is viewed from even a short distance, the individual colors blend together to produce a single spot of color, a pixel. The shade of color is controlled by changing the relative intensity of the light passing through the sub-pixels.
Liquid crystals encompass a wide range of (typically) rod-shaped polymers that naturally form into thin layers, as opposed to the more random alignment of a normal liquid. Some of these, the nematic liquid crystals, also show an alignment effect between the layers. The particular direction of the alignment of a nomadic liquid crystal can be set by placing it in contact with an alignment layer or director, which is essentially a material with microscopic groves in it. When placed on a director, the layer in contact will align itself with the grooves, and the layers above will subsequently align
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themselves with the layers below, the bulk material taking on the director’s alignment. It the case of an LCD, this effect is utilized by using two directors arranged at right angles and placed close together with the liquid crystal between them. This forces the layers align themselves in two directions, creating a twisted structure with each layer aligned at a slightly different angle to the ones on either side. LCD shutters consist of a stack of three primary elements. On the bottom and top of the shutter are polarizer plates set at (typically) right angles. Normally light cannot travel through a pair of polarizer’s arranged in this fashion, and the display would be black. The polarizer’s also carrying the directors to create the twisted structure aligned with the polarizer’s on either side. As the light flows out of the rear polarizer, it will naturally follow the liquid crystal’s twist, exiting the front of the liquid crystal having been rotated through the correct angle that allows it to pass through the front polarizer. LCDs are normally transparent.
To turn a shutter off, an electrical voltage is applied across it from front to back. When this happens, the rod-shaped molecules align themselves with the electric field instead of the directors, destroying the twisted structure. The light on longer changes polarization as it flows through the liquid crystal, and can no longer pass through the front polarizer. By controlling the voltage applied across the crystal, the amount of remaining twist can be finely selected. This allows the transparency or opacity of the shutter to be accurately controlled. In order to improve switching time, the cells are placed under pressure, which increases the force to re-align themselves with the directors when the field is turned off.
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Several other variations and modifications have been used in order to improve performance in certain applications. In-Plane Switching displays (IPS and S-IPS) offer wider viewing angles and better color reproduction, but are more difficult to construct and have slightly slower response times. IPS displays are used primarily for computer monitors. Vertical Alignment (VA, S-PVA and MVA) offer higher contrast ration and good response times, but suffer from color shifting when viewed from the side. In general, all of these displays work in a similar fashion by controlling the polarization of the light source.
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LED TV Features
LED TV is actually just a development of the conventional sleek LCD flat screens we all know and love. LED TVs are basically LCD TVs with one significant difference - they use Light Emitting Diodes (LED) to backlight the screen. To work, all LCD TV need to be backlit. Up to now LCD TVs have used old-school fluorescent-type backlighting. LED TV refers to a LCD flat screen incorporating LED technology to backlight the screen. And why have the boffins decided to go down this route? Well, there are significant benefits when using LED technology. For starters the latest designs, such as Samsung LED TVs, can be incredibly thin and even more gorgeous than normal LCDs. And there are massive performance improvements: colours tend to be much more dynamic; blacks are much darker; and colour saturation tends to be more balanced. LED TVs also consume less energy, so they get the green thumbs up to boot. LED TV achieves all this by ditching the fluorescent backlighting systems found in the conventional LCD TVs, which tend to involve just one lamp. In its place hundreds of smaller LED lights are placed behind the screen (this is called 'full array' or 'direct' LED TV) each of which can be separately controlled
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The beauty of this approach is when a picture contains extremes of light and dark, the presence of a single light source (as in a conventional LCD) limits the extent to which you can recreate extremes of bright and shade, in other words contrast. Not so with LED TV. It's possible to have LEDs switched off and others going at full tilt right next to each other on the same panel - a process called local dimming. This results in much deeper blacks and much brighter whites coexisting within a single frame. LED TV reviews continually refer to this significantly improved contrast ratio. As well as improved contrast, LED TVs also deliver better blacks, as you can simply turn off the LEDs when a scene from a film requires complete darkness. Magic. Another approach to LED television sees the LEDs placed around the edge of the screen, with their light shining across the back of the screen until it's bounced out toward the viewer by an array of appropriately angled mirrors. This approach is favored by the likes of Samsung LED TVs. This allows manufacturers to build incredibly slim housings making LED televisions outrageously thin. There are even claimed performance benefits. And just to be clear, LED TVs are vastly different from the self-illuminating OLED TVs, which use pixel by pixel lighting.
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In 1938 the Samsung's founder Byung-Chull Lee set up a trade export company in Korea, selling fish, vegetables, and fruit to China. Within a decade Samusng had flour mills and confectionary machines and became a co-operation in 1951. Humble beginnings. From 1958 onwards Samsung began to expand into other industries such as financial, media, chemicals and ship building throughout the 1970's. In 1969, Samsung Electronics was established producing what Samsung is most famous for, Televisions, Mobile Phones (throughout 90's), Radio's, Computer components and other electronics devices. 1987 founder and chairman, Byung-Chull Lee passed away and Kun-Hee Lee took over as chairman. In the 1990's Samsung began to expand globally building factories in the US, Britain, Germany, Thailand, Mexico, Spain and China until 1997. In 1997 nearly all Korean businesses shrunk in size and Samsung was no exception. They sold businesses to relieve debt and cut employees down lowering personnel by 50,000. But thanks to the electronic industry they managed to curb this and continue to grow. The history of Samsung and mobile phones stretches back to over 10 years. In 1993 Samsung developed the 'lightest' mobile phone of its era. The SCH800 and it was available on CDMA networks. Then they developed smart phones and a phone combined mp3 player towards the end of the 20th century. To this date Samsung are dedicated to the 3G industry. Making video, camera phones at a speed to keep up with consumer demand. Samsung has made steady growth in the mobile industry and are currently second but competitor Nokia is ahead with more than 100% increase in shares.
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SAMSUNG LED TV D8000 The Samsung LED Series 8000 Smart TV is all about a transformative, immersive
experience delivered with style and intelligence. The integrated and innovative Smart Hub, which allows you to interact with your TV, ensures
everything from surfing the internet on your TV to flicking through pics and home movies is effortless and loads more fun. Whether you’re watching a movie or listening to music, you will instantly notice the superior 3D Experience, which is ready to re-invent your world of entertainment. And with a sophisticated design to match, which puts you right in the middle of the action, and supreme connectivity for seamless streaming ? you have a very stylish and intelligent TV to enjoy.
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The Samsung ES8000 LED TV The Samsung ES8000 Slim LED TV is ready to deliver an outstanding
experience that brings you the future of home entertainment. You can already discover the future of Smart TV with Smart Interaction voice, Face
recognition and motion control as well as Smart Content features like Family Story sharing and AllShare play access to devices. With Smart Evolution, you can easily install a Samsung Evolution Kit every year to bring hardware, firmware, software and interface up to the cutting-edge. Your TV will evolve, and you’ll enjoy all the new features and great performance of a brand new TV – without needing to buy a new one. Samsung LED TV UE40B7020 Aesthetically, the UE40B7020 is almost as pretty as its more expensive sibling. Again it's the screen's remarkable
slimness that first catches the eye; thanks to its use of edge-mounted LED
backlighting, it's under 30mm deep at its deepest point - a particularly startling achievement when you consider that Samsung has somehow managed to fit digital and analogue tuners into such a tiny space. Suddenly all those arguments we've heard from manufacturers who say you have to use external tuner boxes with super slim TVs seem rather less convincing.
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Samsung UN40EH5050 LED TV
The Samsung UN40EH5050 TV uses LED technology which creates vivid image output on the screen. This Samsung 40-inch TV has been designed to provide a high-quality entertainment
experience to the consumer. With this HD LED TV, the user receives a large screen Internet television that offers 1080p high-definition television via compatible sources and provides standard-definition for non-HD sources. This Samsung 40-inch TV is equipped with dual speakers as well as multiple input and output ports. The TV uses a dynamic contrast ratio of 3200000:1. The ports in the Samsung UN40EH5050 TV consist of two HDMI ports, a USB port, a PC input, composite input, and a headphone jack. This HD LED TV offers multiple viewing modes, eco-sensor, and closed captioning among other features. The Samsung 40-inch TV measures 21.7 inches high by 36.5 inches wide by 3.7 inches deep and weighs 19.8 lbs. The features in this unit make this TV a versatile device.
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Samsung LN40A450 LCD TV With the SAMSUNG
LN40A450 LCD TV, seeing clearly is never a problem. A 10,000:1 dynamic
contrast ratio delivers crisp, high-definition images you have to see to believe. Action-packed movies and sports events are more lifelike than ever before with a 6ms fast response time, eliminating motion blur. You’ll always enjoy total picture perfection with a SAMSUNG high-definition LCD TV.
Samsung LN-T3242H LCD TV High-quality virtual surround
sound can be experienced with just the speakers built into the TV. SRS TruSurround XT technology
delivers an amazing, simulated 3D effect with clear dialog and
powerful bass through hidden side speakers. TruSurround XT audio adds three audio enhancement technologies to produce an amazingly immersive sound experience.
Dialog Clarity brings movie dialog into Focus during the playback of any surround-encoded material to make speech much clearer and crisper.
TruBass creates incredible deep rich bass allowing a person to perceive significantly deeper, richer low bass tones that are far
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beyond the physical low frequency capabilities of the speaker itself.
The SRS WOW feature widens the soundstage by processing standard two-channel stereo material as well as multi-channel encoded material for a dramatic improvement in the playback of any stereo audio over a two-speaker system.
TV LCD Samsung LE32B460B2W Discover all the quality that is hidden inside the cabinet of the new shiny black LCD TV SAMSUNG advanced solutions,
picture perfect, high fidelity sound and compatibility
with SAMSUNG CAM (Freeview certification), to further widen the horizons of your entertainment experience.
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Research may be defined as a scientific and a systematic search for information on a specific topic. Research is an art of scientific investigation. Search of information may be known as DATA.
Research in common parlance refers to research for knowledge. For some people, research means “a careful investigation or inquiry specially through search for new facts in any branch of knowledge”. While some people consider research as movement, a movement from known to unknown. More specific definition of research is “it is a systematized effort of gain new knowledge.
Research is an academic activity and such terms should be used in a technical sense. According to Clifford, research comprises defining and redefining problems, formulating hypothesis or suggested solution, collecting, organizing and evaluating data, making deduction and reaching conclusion and last carefully testing the conclusion to determine whether they are fit the formulating hypothesis.
Research is thus an original contribution to the existing stock of knowledge making for its advancement. Check Box 1 Data can be collected from many different sources
The data collected directly from the targeted audience for the very first time is known as PRIMARY DATA.
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Sources of PRIMARY DATA 1. 2. Observation method Questionnaire.
The data collected from the modes where the data is already available is known as SECONDARY DATA.
Sources of SECONDARY DATA : 1. 2. 3. Books Websites Company Magazines and Journals
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DATA ANALYSIS AND INTERPRETATION
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The pie-chart shows the customer preference towards the different brands.
MOST PREFERRED BRAND
VIDEOCON SAMSUNG OTHERS
INTERPRETATION: 20% of the people observed are using Videocon. Double of the preference of the Videocon the Samsung was preferred by the 40% of the total people observed. Other brands rather than Videocon & Samsung are also preferred by 40% of the whole.
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REASONS FOR BRAND LOYALTY
The respondents were asked to select the reasons from the options given for their preference for Samsung LCD & LED this question, multiresponses were received from the respondents.
Reasons for brand preference
Reasons Attractive designs Reasonable Price Brand image Good quality No. of respondents (out of 50) 39 7 22 25
Reasons for brand preference
Brand image Good quality
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The advertisements can be seen in TV, magazines, newspaper, hoardings, billboards, radio and so on. All the 50 respondents have seen the advertisements of SAMSUNG LCD & LED in various media. This was a multi-response question and the options given to select were restricted to TV, magazines, newspapers, hoardings and radio.
Table 2 Major Advertisement media
Types of media TV Magazines Newspapers Hoardings Radio No. of respondents 46 25 36 15 4s
Major advertisements media
Newspapers Hoardings Radio
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This graph evaluates quality of the LCD & LED television used by the consumer.
INTERETATION SAMSUNG LCD: The above graph shows that out of 50 people observed 41 are of the view that Samsung LCD television is good, while 9 say that it is neither good nor had. SAMSUNG LED: The above graph shows that out of 50 people observed 30 are of the view that Samsung LCD television is good, while 22 say that it is neither good nor had.
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This graph tells us about the characteristics of the LCD television which influence the customer to select appropriate television.
FACTORS INFLUENCING PEOPLE CHOICE
Reason Design Cost Portability Quality No. of Respondents (out of 50) 40 25 20 32
Design Cost Portability Quality
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This graph tells us about the various promotional offer undertaken by the Samsung LCD & LED television.
INTERPRETATION: SAMSUNG LCD: among 50 people 26 feel good 12 is bad and 20 are of a view is average. SAMSUNG LED: among 50 people 25 feel good 15 is bad and 20 are of a view is average.
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The graph shows the purpose for using Samsung LCD & LED television.
INTERPRETATION: SAMSUNG LCD: 20 people use Samsung LCD for commercial use and 28 for Personal use. SAMSUNG LED: 24 people use Samsung LED for commercial use and 20 for Personal use.
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This graph evaluates the customer satisfaction level of different television Samsung LCD & LED.
INTERPRETATION: SAMSUNG LCD : The above graph shows that out of 50 people 25 are highly satisfied of view that Samsung LCD TV 15 are only satisfied and 5 people are partial satisfied or 5 dissatisfied while 0 is highly dissatisfied with Samsung LED TV. SAMSUNG LED : The above graph shows that out of 50 people 20 are highly satisfied of view that Samsung LCD TV 10 are only satisfied and 10 people are partial satisfied or 08 dissatisfied while 2 is highly dissatisfied with Samsung LED TV.
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H1 : Accepted
From the graph, we concluded that the quality of LCD much more better than that of led television. Thus, H1 hypothesis is accepted. H2 : Accepted
From the analyses of data, we concluded that price of product depend upon its design. Thus, H2 hypothesis is accepted. H3 : Accepted
From the above graph, the price and promotional offer are most factors for consumer buying decision. Thus, H3 hypothesis is accepted.
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CUSTOMER SURVEY FINDING 1. Initially from the survey it was found that almost everyone has television. 2. 3. The survey tells that the televisions are mostly used for personal use. The survey gives a clear picture that the main source form which the people came up to know about the television. 4. Hoardings, dealer’s scheme, have also a major effect to acknowledge people. 5. There is need to increase personal conversation among the commercial users. 6. From the graph we found that the quality of Lcd is much more than that of led television.
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1. This statement H2 retain here, that the product price are depend upon their functioning and looks. 2. People are mostly influenced by the quality and the design of the television. 3. Through the survey we came to know that the promotional activities undertaken by Samsung are more effective and less unclassifiable towards its customers that the of other 4. From the study it is concluded that customer buy LCD & LED after thorough investigations.
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1. Company should try to improve after sale service provider to its customer. 2. The company should focus on commercial user to capture high market area. 3. The companies should look after to enhance promotional activities. 4. The company should run advertisement campaigns’ to create awareness to the customer regarding led & led. their various
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There are bound to be certain limitations in carrying out this research work sampling error, time bounding, personal bias, etc. but an effort is made to obtain maximum authentic results.
The limitations are as follow: The study was largely dependent upon the interviews (questionnaire) with the students so it might have decreased the efficiency of the project.
Time frame : This is a time bound project as television industry is dynamic in nature. Telecom industries come up with the new plans, offers and schemes every day.
Area bound: This project study was focused on Gondia district only. So the situation might be different in other areas of universe.
The survey is subjected to statistical error. Data collected through questionnaire was qualitative date which may differ from person to person.
Above all, human error may also be present as it is the biggest limitation of any study.
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WEBSITE: www.Indianeconomics.com www.Wikipedia.com www.Google.com
BOOKS: Modern Marketing (Philip Kotler) Marketing Management (Pgukuo Kotler) Services Marketing (S.M. Jha)
MAGAZINES: Business Today Business World
REFRENCE: Prakash Agencies(shop name Gondia) Prakash Traders(shop name Gondia)
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QUESTIONNAIRE NAME : _______________________________________________ AGE : ____________________ CONTACT NO. : _________________________ OCCUPATION : _____________________________ __________________________________________________________________
1. DO YOU HAVE A TELEVISION ? YES NO
2. IF YES…. DO YOU HAVE A LCD & LED TELEVISION ? YES NO
3. WHICH TELEVISION DO YOU USE ? SAMSUNG LED SAMSUNG LCD SIMPLE ( OTHER)
4. FOR WHAT PURPOSE YOU ARE USING THIS LCD & LED TELEVISION ? COMMERCIAL USE PERSONAL USE
5. HOW DO YOU COME TO KNOW ABOUT THIS LCD & LED TELEVISION ? ADVERTISEMENTS FRIENDS AND FAMILY HOARADINGS OTHERS
6. WHAT DO YOU THINK ABOUT THE QUALITY OF THE PRODUCT ? GOOD NEITHER GOOD NOR BAD BAD
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7. WHAT DO YOU FEEL ABOUT THE AFTER SALE SERVICES OF THE COMPANY ? GOOD NEITHER GOOD NOR BAD BAD
8. ARE YOU AWARE OF THE OTHER TELEVISION MANUFACTURER ? YES NO
IF YES SPECIFY THE NAME ___________________________________________________________________
9. WHAT INFLUENCE YOU TO BUY THIS TELEVISION? QUALITY COST PORTABILITY DESIGN
10. WHAT DO YOU THINK ABOUT THE PROMOTIONAL OFFERS UNDERTAKEN BY THIS COMPANY ? GOOD AVERAGE BAD
11. ARE YOU SATISFIED WITH THE TELEVISION YOU ARE USING ? HIGHLY SATISFIED DISSATISFIED SATISFIED PARTIALLY SATISFIED
IF NO, WOULD YOU LIKE TO GIVE ANY FEEDBACK ?
________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ ______________________________________________
SIGNATURE : DATE :
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