Executive Summary: Government First Grade Collage, Ranebennurpage 1

Executive Summary
A project report containing the marketing research on “A Study on

Samsung given Business opportunity to consumer with special
reference to Sangeetha Mobile Pvt Ltd in Ranebennur, as partial
fulfilment requirement of BBA 6th Semester Govt First Grade
Collage, Ranebennur.
Telecommunication is one of the most vital of all infrastructure

service today it is not only essential for the growth and development
of every sector of the economy with the interest of the world Indian
Mobile industry is growing at a rate of 85% the all GSM subscriber
base continued to grow aggressively in achieving a subscriber base of
115.3 million in February 2017 up from 110.5 million in January
2017 he cellular industry all over the world has been witnessing very
high growth rate in subscriber base in recent year.
In this study researcher has attempted to an analyse the product value

of various mobile service provider in Karnataka by collecting data
from various mobile service provider to user perception with respect
to the product advertisement resell, perceived quality of various
product and also the product equity were collected and analysed.
The data’s were collected from 75 Customer. The sample of the study
data’s been collected through personnel discussion and structured
questionnaires.
This project report is undertaken with the main intention to analyse

marketing of Samsung Handset in general and in particular to make
analyses of marketing strategy of Samsung Mobile model unit in
Ranebennur city.
It is undertaken to analyse strength and policies. It provides certain

suggestions of the company and its marketing policies which help the
company to increase its sale more ever the report gives a brief history
of Samsung mobile and its model which helps to understand the
behaviour of the consumer their taste, performance etc.
Government First Grade Collage, RanebennurPage 1

Chapter - 1COMPANY PROFILE
INTRODUCTION
Samsung Group
Is a South Korean multinational conglomerate corporation headquartered in

Samsung town, Seoul, South Korea. It comprises numerous international
affiliated business, most of them united under the Samsung brand.
Notable Samsung group industrial subsidiaries include Samsung Electronics

(The world’s largest information technology company measured by 2017
revenues), Samsung heavy industries (the world’s second-largest shipbuilder
measured by 2017 revenues),and Samsung Engineering and Samsung
C&T(respectively the world’s 35th and 72nd –largest construction companies).
Other notable subsidiaries include Samsung Life Insurance(the world’s 14 th-
largest insurance company), Samsung Securities, Samsung SDS, Samsung Ever
land (the oldest theme park in South Korea), Cheli Worldwide(the world’s 19 th-
largest advertising agent measured by 2010 revenues) and Shilla Hotel.
Samsung Group products around a fifth of South Korea’s total exports and its
revenues are larger than many countries GDP; in 2006, it would have been the
world’s 35th-largest economy. In many South Korean industries Samsung group
enjoys a monopoly position. The company has a powerful influence on South
Korea’s economic development, politics, media and culture, and has been a
major driving force behind the “Miracle on the Han River”. Many business
today use Samsung’s international success as a role model
Background of Samsung Electronics:
Samsung electronics is a Korean multinational electronics and information

technology company headquarters in Samsung Town, Seoul. It is the flagship
subsidiary of the Samsung group. With assembly plants and sales networks in
61 countries across the world, Samsung has approximately 160000 employees.

In 2017 the company took the position of the world’s biggest IT maker by
surpassing the previous leader Hewlett-Packard. Its sales revenue in the areas of
LCD and LED displays and memory chips is number one in the world. In the
TV segment, Samsung’s market position is dominant. For the four years since
2017, the company has been in the top spot in terms of the number of TVs sold,
which is expected to continue in 2017 and beyond. In the global LCD panel
market, the company has kept the leading position for eight years in a row. With
the Galaxy’s model mobile phone Samsung’s Smartphone line up has retained
the second-best slot in the world market for some time. In competition to
Apple’s iPad tablet, Samsung released the Android powered Samsung Galaxy
tablet.
Company Profile
(Sangeetha mobile store in Ranebennur)
Location:
Katha no 798/16/2,
PB Road, opp KEB office,
Ranebennur, 581115.
Sangeetha Mobiles pvt ltd is south India a largest mobile retail chain dealing in
leading international and Indian brands of mobile phones and accessories
headquartered in Bangalore.

Driven by the strong team of 2000+ passionate people we have around 333 +
stores and counting across 6 states with a strong customer base of 12 million
customers.
We have many firsts to our credit. From being the first retailer to sell a mobile
phone with a bill way back in 1997 to offering insurance for mobile theft,
physical and liquid damage, pick up and drop service of your mobile phone we
have been really crazy all these years with our innovative value added services.
At Sangeetha we make sure you get more out of whatever you buy at our store.
We constantly make an effort to guarantee you peace of mind with every
purchase you make.
Just imagine that the new phone you bought gets broken or damaged. What
would you do? Get disheartened? You don’t have to. Just return the
broken/damaged phone to us within 30 days of purchase and get a new phone at
half the price. That’s Sangeetha ‘DAMAGE PROTECTION’ just for you.
Sometimes you can’t resist buying the new arrivals that you like most and buy it
before anyone else. But guess what, the price of the phone drops within a week.
And you regret. You feel you could have waited for some more time to save
those few hundred rupees. But they, you can still get the difference amount. Just
visit us and redeem it within 30 days of purchase. Go a head, make use of
Sangeetha “ PRICE DROP PROTECTION”.
No matter how careful you are, inevitable things happen, your phone getting
stolen, for instance. Worrying isn’t it? What if we protect your phone to reduce
your worry? Here’s Sangeetha ‘THEFT PROTECTION’ using which you can
Buy a new phone at half price. Just submit the necessary documents and take
home a new phone.
You scout for a phone, research about the features, compare the prices and
finally decide on buying your favourite one. A couple of days pass by and you
feel unhappy. You think you could have bought a better one. No problem. Just
come to us and change it within 15 days of purchase using Sangeetha ‘TRY &
BUY’. We are here to delight to with all this and much more!

Samsung India is the hub for Samsung‘s South West Asia Regional operations.
The South West Asia Regional Headquarters looks after the Samsung business
in Nepal, SriLanka, Bangladesh, Maldives and Bhutan besides India.
Headquartered in New Delhi, India which commenced its operations in India in
December 1995, today enjoys a sales turnover of over US$ 1Bn in just a decade
of operations in the country. Headquartered in New Delhi, Samsung India has a
network of 19 Branch Offices located all over the country. The Samsung
manufacturing complex housing manufacturing facilities for Colour
Televisions, Colour Monitors, Refrigerators and Washing Machines is located
at Noida, near Delhi. Samsung ‗Made in India‘ products like Colour
Televisions, Colour Monitors, Mobile Phones, Tablets, Smart Phones and
Refrigerators are being exported to Middle East, CIS and SAARC countries
from its Noida manufacturing complex. Samsung India currently employs over
1600 employees, with around 18% of its employees working in Research &
Development.
The Samsung Philosophy
At Samsung, we follow a simple business philosophy: to devote our talent and
technology to creating superior products and services that contribute to a better
global society. Every day, our people bring this philosophy to life. Our leaders
search for the brightest talent from around the world, and give them the
resources they need to be the best at what they do. The result is that all of our
products — from memory chips that help businesses store vital knowledge to
mobile phones that connect people across continents — have the power to
enrich lives. And that‘s what making a better global society is all about.
Our Values
We believe that living by strong values is the key to good business. At

Samsung, a rigorous code of conduct and these core values are at the heart of
every decision we make.

Samsung Business Principals
Vision 2020
As stated in its new motto, Samsung Electronics' vision for the new decade is,
"Inspire the World, Create the Future."This new vision reflects Samsung
Electronics’ commitment to inspiring its communities by leveraging Samsung's
three key strengths new Technology, Innovative Products, and Creative
Solutions and to promoting new value for Samsung's core networks Industry,
Partners, and Employees. Through these efforts, Samsung hopes to contribute to
a better world and a richer experience for all.
2000-Present Pioneering the Digital Age

The digital age has brought revolutionary change and opportunity to global
business, and Samsung has responded with advanced technologies,
competitive products, and constant innovation, At Samsung, we see every
challenge as an opportunity and believe we are perfectly positioned as one of
the world’s recognized leaders in the digital technology industry. Our
commitment to being the world’s best has won us the No.1 global market
share for 13 of our products, including semiconductors, TFT-LCDs, monitors
and CDMA mobile phones. Looking forward, we're making historic advances in
research and development of our overall semiconductor line, including flash
memory and non-memory, custom semiconductors, DRAM and SRAM, as well
as producing best-in-class LCDs, mobile phones, digital appliances, and more.
Samsung Affiliated Companies:

Samsung is comprised of companies that are setting new standards in a wide
range of business, from consumer electronics to petrochemical, from
advertising to life insurance. They share a commitment to creating innovative,
high quality products that are relied on every day by millions of people and
businesses around the world.
Machinery & Heavy Industries

 Samsung Heavy Industries
 Samsung Teach-in
Affiliated Organizations
 Samsung Human Resource Development Centre
 Samsung lions
 The Ho-Am Foundation
 Samsung Foundation of culture
 Samsung welfare Foundation
 Samsung life Public welfare Foundation
Electronics Industries
 Samsung Electro-Mechanics
 Samsung SDI
 Samsung Corning precision materials
 Samsung SDA
 Samsung Mobile Display
 Samsung LED

Chemical Industries
 Samsung Total Petrochemicals
 Samsung Petrochemicals
 Samsung Fine Chemicals
 Samsung BP Chemicals
Other Affiliated Companies
 Samsung C&T Corporation

 Samsung Engineering
 Chile Industries
 Samsung Ever land
 The Shilla Hotels & Resorts
 Chile Worldwide
 S1 Corporation
 Samsung Medical Centre
Financial Services
 Samsung Life Insurance
 Samsung Fire & Marine Insurance
 Samsung Card
 Samsung Securities
 Samsung Investment Trust Management
Etymology
According to the founder of Samsung Group, the meaning of the Korean Hanja
word Samsung is "tristar" or "three stars". The word "three" represents
something "big, numerous and powerful"; the "stars" mean eternity.

The Samsung Byeolpyo noodles logo used from late 1938 until replaced in
1950s
The Samsung group logo (three stars) used from late 1980 until replaced in 1992
1992The Samsung Group logo, used from late1969 until replaced in 1979
The Samsung Electronics logo, used formulate 1980 until replaced in 1992

Samsung's current logo used since 1993.
Value & Philosophy

What makes SAMSUNG one of the world's leading companies?
How we got here

Ever since it was founded in 1938, SAMSUNG has continually refined its
mission statement to respond both to change in itself and in the world:
"Economic contribution to the nation," "Priority to human resources," "Pursuit
of rationalism." Each slogan represents significant moments in SAMSUNG's
history, reflecting different stages of the company's growth from a domestic
industrial leader into a global consumer electronics powerhouse.
In the 1990's, we once again acknowledged the need to transform our mission
statement to keep pace with our growing global operations, rapid changes in
the world economy, and escalating competition from well-established rivals.
Our Management Philosophy:

"We will devote our human resources and technology to create superior
products and services, thereby contributing to a better global society”.
Our management philosophy represents our strong determination to contribute
directly to the prosperity of people all over the world - a single human society.
Key to our efforts is our own people, whose talent and creativity are dedicated
to doing their best at all times. Technology also plays an important role in
making it possible to achieve higher standards of living. And superior products
and services are what we are all about.
We believe that the success of our contributions to society and to the mutual
prosperity of people across national boundaries truly depends on how we
manage our company. Thus, we challenge the world to create the future with

our customers. Our determination is growth - a perpetual challenge - but always
working within the context of cooperation and inclusion of our customers.

Research & Development

The company’s thrust on Product Innovation and R&D have given
the company a competitive edge in the marketplace. Samsung has set up
Samsung India Software Centre(SISC) and Samsung India Software operations
unit (SISO) for software development
at Noida and Bangalore respectively. While the Samsung India Soft
are Centre in developing software solutions in Samsung’s global software
requirements for hi end television like Plasma and LCD TVs, SISO is working
on major projects for Samsung Electronics in the area of telecom: wireless
terminals and infrastructure, Networking, SoC (System on Chip) Digital
Printing and other multimedia/digital media as well as application software. In
addition to working on global R&D projects, SISO is also helping Samsung
India’s CDMA business by focusing on product customization for the Indian
market. While the Samsung India R&D Centre has around 300 employees,
SISO currently employs over 800 highly skilled professionals.
With an investment of over USD 100 million, SISO is charting out major
growth plans in the country, with its current focus being in the 4G &
Multimedia area. SISO has already applied for 145 patents based on the
software development carried out here in India. In fact, SISO has a special
Intellectual Property Team working on securing Patents for its break through
projects. SISO plans to continue its focus on multimedia & Protocol
development; build a strong competency in technology and focus on WCDMA
technology and user Interface.
Samsung India is also carrying out Hardware R&D at its Noida R&D Centre.
The focus of the R&D Centre is to customize both Consumer Electronics and
Home Appliance products to better meet the needs of Indian consumers. From
colour televisions designed for higher sound output, to washing machines with
special, vision series of flat CTVs especially designed for the Indian market to
Samsung mobiles with regional language menus, the Samsung R&D Centres in
India are helping the company to continuously innovate and introduce products
customized for the Indian market.

WIRELESS INFRASTRUCTURE Overview
Architecture point of view, UMTS logically is divided into CS Domain and PS
Domain. CS Domain refers to the set of all CN entities offering CS type of
connection for user traffic as well as all the entities supporting related signaling.
PS Domain refers to the set of all CN entities offering PS type of connection for
user traffic as well as all the entities supporting related signaling. The network
elements MSC and GMSC belongs to CS domain whereas the elements SGSN
and GGSN belongs to PS domain.
UMTS
UMTS Core Network is a Third Generation (3G) mobile communications
systems being developed by Samsung within the framework defined by the ITU
and known as IMT-2000. UMTS will deliver low-cost, high-capacity mobile
communications offering data rates as high as 2Mbit/sec under stationary
conditions with global roaming and other advanced capabilities. 3G core
network system enables users to transmit voice, data, and even moving images.
In order to realize these services, 3G improves the data mission speed up to
144Kbps in a high-speed moving environment, 384Kbps in a low-speed moving
environment, and 2Mbps in a stationary environment. 3G provides services like
Internet connection, transmission of large-scale data and moving contents
photographed by digital cameras and videos, and software downloading.
Architecture point of view, logically is divided into CS Domain and PS
Domain. CS Domain refers to the set of all CN entities offering CS type of
connection for user traffic as well as all the entities supporting related signaling.
PS Domain refers to the set of all CN entities offering PS type of connection for
user traffic as well as all the entities supporting related signaling. The network
elements MSC and GMSC belongs to CS domain whereas the elements SGSN
and GGSN belongs to PS domain.

The concept of 3G wireless technology represents a shift from voice-centric

services to multimedia-oriented (voice, data, video, fax) services. Heavy
demand for remote access to personalized data is fuelling development of
applications, such as the Wireless Application Protocol (WAP) and multimedia
management, to complement the 3G protocols.
Product Profile
Samsung Mobiles in India is managed by Samsung Telecommunications India
(STI) who are the design and technology leaders in the market of mobiles. The
Samsung mobile division in India manufacturers and markets wide variety of
mobile telecommunications products with pre pay and post pay markets in the
consumer as well as business segments. There are 3 different conglomerates
which are united under one Samsung group. Samsung Electronics is the part of
its business conglomerate and also the world‘s largest electronics company.
Samsung Mobiles is also a part of Samsung Electronics which works in
semiconductors, telecommunications, digital media and digital LCD appliances.
The Headquarter of Samsung is in South Korea and at present it operates in
more than 100 countries.
The mobile phones by Samsung are mainly divided into 6 major categories that
include style, Multimedia, Infotainment, Essential, Business and Connected.
The company is known for introducing consumer oriented innovative and

through technology products and the new brand positioning of the company is
reflected in its spunky and new tagline Next is What?‖ which is used in all the
communication material of Samsung.
The popular handsets of Samsung are:

 Tablet Smartphone
 Smartphone
 Dual Sim Phone Find the perfect balance with Dual sim
 Touch phone leading the TOUCH revolution
 Qwerty Messaging Phone
 Multimedia Phone MULTIMEDIA magic unlimited
 CDMA phone Discover a unique lifestyle with CDMA
 Essential phone
Product: Samsung Galaxy Note 8

6 gb RAM \ 64 gb ROM
6.3 inch display
12mp rear Camera
3300 mah Battery
Product: Samsung S7 edge
4gb RAM\ 128 gb ROM
5.5 inch Display
12mp rear Camera
3600 mah Battery

Product: Samsung Galaxy J7 nxt
3gb RAM\ 32 gb ROM
5.5 inch Display
13mp rear Camera
3000 mah Battery
Product: Samsung Galaxy Gold nxt
3gb RAM\ 16 gb ROM
5.5 inch Display
13mp rear Camera
3300 mah Battery
Product: Samsung Galaxy J2 pro

2gb RAM\ 16 gb ROM
5inch Display
8mp rear Camera
2600 mah Battery
Product: Samsung Galaxy J7 Max
4gb RAM\ 32 gb ROM
5.7inch Display
13mp rear Camera
3300 mah Battery
Product: Samsung Galaxy J3 pro

2gb RAM\ 16 gb ROM
5inch Display
8mp rear Camera
2600 mah Battery
Chapter –2
RESEARCH METHODOLOGY

RESEARCH METHODOLOGY
To manage the business well is to manage its future and to manage the future is
to manage information.
To collect the information, marketing research is to be done. Marketing
research has been defined as the systematic gathering, recording and analyzing
of data about problems relating to marketing of goods and services from
producer to consumer. By American Marketing Association Research
Methodology refers to the various methods and techniques involved in the
process of research. The information required for the preparation of the report is
collected through two Sources viz;
1. Primary Data
2. Secondary Data
1. Primary Data:
The Data collected for a purpose for a particular problem in original is known
as Primary data. It consists of all the answers in first hand.
Source of primary data

The sources are divided into basically two types internal and external. Internal
Sources analysis is referred to as sales analyses. The external sources include
the salesman, dealers and customers. On the basis of requirement the
information is collected from anyone or all of the sources.
Methods of collecting Primary data

The collection of information is referred to as primary method. There are
various methods in which primary data can be adopted and thus can be broadly
classified as survey methods and experimental methods.
Survey methods
The survey is a complex operation, which requires some technical Knowledge.
Survey methods are of personal character and depending on the information
required there are six major types of surveys. Facts Survey Collects only facts.
Opinion Survey Opinions in various problems are collected. Attitude Survey–
Determines the attitudes of the consumers. Future inventions Survey Used to
find on discover future trends. The Reason why Survey Seeks to determine
why a person has done something to do something in future. Ones survey may
contain several types since it may give several better kinds of information. The
various kinds of surveys are carried out through different methods. Usually
three general methods are used to conduct a survey.
2. SECONDARY DATA

The data collected from the public sources i.e., not originally Collected for the
first time is called secondary data. Suppose we want to know the population of
the city, we need not go house to house to collect the same but can referred to
the census report.
Sampling Method
1) Sampling unit : Professionals, Common people and Students are surveyed
2) Sampling Size : 75 Sampling procedure : Stratified random sampling is used

LIMITATIONS

As we know the objectives and the importance of study it is compulsory for us
to have knowledge about the limitations of the study. The limitations are as
follows:

 The study is confined only to Kurnool city and not the customers around
the world.
 Time factor is the main limitation of the study.
 The methods used in this project are random sampling methods and the
result obtained may not be fully accurate and believable.
 The research has been cantered to only 75 customers rather than millions
of people.
 Some of the customers are not interested to give the accurate information
about the product.
 This study is based on the figure available and the information given by
the customers.
Chapter-3
LITERATURE REVIEW


Theoretical Background of the Customer Satisfaction
According to Philip Kotler, “satisfaction is a person’s feelings of pressure
or disappointment resulting from product’s perceived performance (outcome) in
relation to his or her expectations. Customer satisfaction is the level of a
person’s felt state resulting from comparing a product’s perceived performance
(outcome) in relation to the person’s expectations”.
In today's increasingly competitive environment, quality services and customer

satisfaction are critical to corporate success. Delivering high quality services is
closely linked to profits, cost savings and market share. As stated by Piercy
(1995), it is striking that one of the few elements that links many of the
otherwise disparate recommendations made to managers over the past several
decades has been the need to focus on customer satisfaction as a route to
sustained high performance
Companies should, to a much higher degree, be aware of the fact that customer
dissatisfaction equals both defection and long-term losses. As stated by various
authors (Ballantayne et al.1996; Berry, 1986; Collier, 1994; Schneider and
Bowen,1995): It is easier - and much cheaper - to keep existing customers than
to get new ones. Additionally, another benefit from achieving satisfied
customers is the fact that the willingness to repurchase is much higher for
satisfied customers than for dissatisfied and indifferent ones. Despite this
awareness concerning the importance of customer satisfaction, it is beyond the
ability of many of today's service companies to maintain satisfied customers.
Empirical surveys concerning the proportion of satisfied versus dissatisfied
customers reveal that a large amount of service industries suffer from an
insufficient number of satisfied customers. A survey conducted in the BD by
Dr.siraj (2001) reveals extreme low levels of overall customer satisfaction. He
examined the overall customer satisfaction levels in various service branches:
Grocery chains (31%), fast-food outlets & Res. (24%), and banks (15%).One
can argue that these results constitute a low range of general service provision.
However, even companies which focus their efforts on achieving satisfied
customers, rarely exceed a customer satisfaction ratio above 50-70% (Scheby,
1998). However , it is important to emphasize that it is almost impossible
to compare various levels of satisfaction, as the numbers depend heavily on the
specific method of measurement. As a result, it is not possible to refer to the
degree of satisfied versus dissatisfied customers in absolute terms, but only in
relative terms.
Based on the results above, the impression rises that the discipline of satisfying
customers is not always successfully translated into activities practiced by
service companies. This fact has supported our interest in conducting an

investigation concerning the relationship between service providers and
customer satisfaction.
Methods to Measure Customer Satisfaction

Companies use the following methods to measure customer satisfaction.
1) Complaints and suggestion system:

Companies obtaining complaints through their customer service centres, and
further suggestions were given by customers to satisfy their desires.
2) Customer satisfaction surveys:

Responsive companies obtain a direct measure of customer satisfaction by
periodic surveys. They send questionnaires to random sample of their customers
to find out how they feel about various aspects of the company‘s performance
and also solicit views on their competitor‘s performance. It is useful to measure
the customer‘s willingness to recommend the company and brand to other
persons.
3) Lost Customer Analysis:

Companies should contact customers who have stopped buying or who have
switched to another supplier to learn why this happened.
4) Consumer Behaviour Vs Consumption Behaviour:

Consumer behaviour refers to the manner in which an individual reaches
decision related to the selection, purchases and use of goods and services.
Walters and Paul says that, consumer behaviour is the process where by the
individuals decides what, when, how and from whom to purchase goods &
Services. Consumer behaviour relates to an individual person (Micro behaviour)
where as consumption behaviour relates to and to the mass or aggregate of
individuals (Macro behaviour) consumers behaviour as a study focuses on the
decision process of the individual consumer or consuming unit such as the
family.

In contrast the consumption behaviour as a study is to do with the explanation

of the behaviour of the aggregate of consumers or the consuming unit.
Consumer is a pivot, around which then tire system of marketing revolves. The
study of buyer behaviour is one of the most important keys to successful mark.
Customer Satisfaction is seen as a key performance indicator within business

and is often part of a Balanced Score card. In a competitive marketplace where

businesses compete for customers, customer satisfaction is seen as a key
differentiator and increasingly has become a key element of business strategy.
"Within organizations, customer satisfaction ratings can have powerful effects.

They focus employees on the importance of fulfilling customers‘ expectations.
Furthermore, when these ratings dip, they warn of problems that can affect sales
and profitability. These metrics quantity an important dynamic. When a brand
has loyal customers, it gains positive word-of-mouth marketing, which is both
free and highly effective."
Therefore, it is essential for businesses to effectively manage customer

satisfaction. To be able do this, firms need reliable and representative measures
of satisfaction. In researching satisfaction, firms generally ask customers
whether their product or service has met or exceeded expectations. Thus,
expectations are a key factor behind satisfaction. When customers have high
expectations and the reality falls short, they will be disappointed and will likely
rate their experience as less than satisfying. For this reason, a luxury resort,
for example, might receive a lower satisfaction rating than a budget motel even
though its facilities and service would be deemed superior in absolute terms.
The importance of customer satisfaction diminishes when a firm has
increased bargaining power. For example, cell phone plan providers, such as
AT&T and Verizon, participate in an industry that is an oligopoly, where only a
few suppliers of a certain product or service exist. As such, many cell phone
plan contracts have a lot of fine print with provisions that they would never get
away if there were, say, a hundred cell phone plan providers, because
customer satisfaction would be way too low, and customers would easily have
the option of leaving for a better contract offer. There is a substantial body of
empirical literature that establishes the benefits of customer satisfaction for
firms.
Data Analysis & interpretation

1. What type of professionals are using cell phones?
Professional Number of respondents Percentage

25 34
Employees
30 40
Businessmen
15 20
Students
5 6
Others
75 100
Total
100
90
80
70
60
50
40 no.of respondence
30 percentage
20
10
0
s s r l
ee en nt he ta
oy sm de ot to
pl es
stu
em usin
b
Inference:
From the above table, it indicates that, the different type of professionals using
cell phones are employees 25(34%), businessmen 30(40%), students 15(20%) a
nd others 5(6%).It shows the common importance of phones now days.

2. Income level respondents who are using cell phones?
Income levels No. of respondents Percentage

60000 – 10000 15 20
10000- 18000 30 40
18000-25000 20 27
Above 25000 10 13
Total 75 100
Chart Title
no of respondents percentage
100
75
40
30 26.67
20 20
15
10 13.33
6000-10000 10000-18000 18000-25000 above-25000 Total
Inference:
The above table indicates that the majority of respondents with the income level
of 6000-10000 using mobiles are 15(20%), and then move down to 10000-
18000 the 30(40%)of respondents using mobiles, then 18000-25000 20(27% )of
respondents using mobiles and above 25000 10(13%) of respondents are using
mobiles.

3. Which brand cell phone you have?
Brand No. of respondents Percentage

Samsung 20 27
Vivo 15 20
MI 25 33
Nokia 15 20
Total 75 100
200
180
160
140
120 100
100
80
60
40 33.33 75
26.67
20 20 20
20 15 25 15
0
Samsung Vivo MI Nokia Total
No. of resoindents Percentage
Inference:
According to the above table, it indicates that20(27%) of respondents are using
Samsung cell. 15(20%) of respondents are using Nokia, 25(33%) of respondents
using Samsung and 15(20%) of respondents using Others(China, Carbon,
M.V.L etc) It means the market of Samsung is good than compared to other
competitors such as Samsung and LG etc.

4. Which type of Samsung cell you have?
Types of cell phone No of respondents Percentage

Essential phone 15 20
Qwerty phones 10 13
Smartphone 30 40
Touch phones 25 27
Total 75 100
100
90
80
70
60
50
40 no.of reszpondence
30 percentage
20
10
0
e s e e l
on ne on on ta
h o h h to
lp ph tp p
tia r ty ar uch
n e sm to
se qw
es
Inference:
The above table shows that 15(41%) of respondents are using Essential
Phones,10(32%) of respondents are using Qwerty Phones, 30(17%) of
respondents using Smart Phones and 25(10%) of respondents are using Touch
Phones.

5.Why do you prefer Samsung?
Factors No of respondents Percentage

Quality 38 51
Comport 12 16
Price 10 13
Prestige 15 20
Total 75 100
100
90
80
70
60
50
40 No of respondents
30 percenage
20
10
0
percenage
ty t No of respondents
u ali p or ice e l
Q m Pr stig ta
Co Pr
e To
Inference:
The above table shows that 38(51%) of respondents use Samsung cell
phone due to its quality, 12(16%) voted for comfort, 10(13%) voted
for price factor, and 15(20%) use it for the purpose of prestige. Most
of the peoples use Samsung cell phones due to its quality.

6.To what extent you are satisfied with Samsung cell?
Factors Number of respondents Percentage
Highly Satisfied 28 37
Moderately Satisfied 22 29
Satisfied 15 20
Not Satisfied 10 13
Total 75 100
100
90
80
70
60
50
40
30 no.of respondence
20 percentage
10
0
ed ed
no.of respondence
tisfi sfi ed d l
sa ati tisfi sfie ta
ly s sa ati to
gh ly ts
hi ate o
er n
od
m
Inference:
According to the survey, the table indicates that 28(37%) of

respondents are highly satisfied with Samsung cell, 12(12%) are
moderately satisfied, and 66(66%) of respondents are satisfied with
Samsung.

7.Who influenced you to buy Samsung cell?
Friends 31 41
Relatives 19 25
Advertisements 24 32
Others 1 1
Total 75 100
no. of respondence
friends
relatives
advertisement
others
total
Inference:
The above table shows the influencing factors which forced the respondents to
buy Samsung cell phone are 31(41%) through friends, 19(25%) through

relatives, 24(32%) are through the influence of advertisements, and 1(1%)
through other factors.
8.What is your opinion about prices of Samsung?
Very high 35 47
High 25 33
Medium 10 17
Low 5 7
Total 75 100
180
160
140
120
100
PERCENTAGE
80 NO. OF RESPONDENCE
60
40
20
0
VERY HIGH HIGH MEDIUM LOW TOTAL

Inference:
According to the table the opinion of the respondents about the prices of
Samsung are 35(47%) of respondents said the price is very high, 25(33%) said
high, 10(17%) said the prices are medium, and 5(7%) of respondents replied the
price of Samsung cell phones are low.
9. Are you loyal to Samsung?
Yes 46 61
No 29 39
Total 75 100
100
90
80 Inference:
70 The above table
60 states the brand
50 NO.OF RESPONDENCE loyalty of
PERCENTAGE
40 Samsung. More
30 number of
20
respondents are
loyal to the
10
brand i.e.
0
YES NO TOTAL
46(61%), and
29(39%) are not
loyal due to some reasons.

10.Are you satisfied with value added features of Samsung?
Satisfied 15 20
Not Satisfied - -
Total 75 100
100
90
80
70
60 Inference:
50 According to
40
30 the above
NO. OF RESPONDENCE
20
PERCENTAGE table,
10
0 38(51%) of
IED IED IED IED TA
L respondents
IT SF IT SF IT SF IT SF O
YS
A
YS
A SA TS
A
T
are highly
L L
HI
GH
RA
TE N O
satisfied with
E
M
OD the value
added
features of Samsung, 22(29%) are moderately satisfied, and 15(20%)
of respondents are satisfied.
11. Are you satisfied with battery backup capacity of Samsung?
Satisfied 20 27
Not Satisfied 5 7
Total 75 100

HIGHLY SATISFIED
MODERATELY SATISFIED
SATISFIED
NOT SATISFIED
TOTAL
Inference:
The above table indicates that, 28(37%) of respondents are highly satisfied with
the battery backup capacity of Samsung cell,22(29%) are moderately satisfied, a
nd 20(27%) are satisfied, and 5(7%) are said not satisfied.
12. What is your opinion about sales promotional activities of Samsung?
Very Impressive 50 67
Moderately Impressive 16 21
Impressive 7 9
Not Impressive 2 3
Total 75 100

200
180
160
140
120
100
80
60 percentage
40 no of respondents
20
0
l
ive ive ive ive ta
ess ess ess ess to
p r pr p r pr
im im im ti
m
ry ely no
ve at
er
od
m
Inference:
According to the above table, 50(67%) of respondents are very impressive with
the sales promotional activities of Samsung, 16(21%) are moderately
impressive, and 7(9%) are impressive, and 2(3%) said not satisfied.
13. What is your opinion in advertisements of Samsung?
Excellent 50 67
Good 10 13
Fair 8 11

Poor 7 9
Total 75 100
Number of respondents
Excellent
Total
Good
Fair
Poor
Inference:
The above table indicates that, 50(67%) of respondents said that the advertisements of
Samsung are excellent, 10(10%) said good, 8 (11%) said fair, and 7(9%)said poor.
Chapter-4
SWOT Analysis
SWOT ANALYSIS
STRENGHTS:

 Brand image of Samsung is very good.
 Quality is the strength of Samsung.
 After sales services is also good.
 It is a multinational company.
WEAKNESS:

 Price of Samsung handsets is high.
 Sales promotional activities of Samsung are limited.
 Service centres are less.
OPPORTUNITIES:
 If the Samsung company decreases the prices some value of colour handsets, it can
capture more market.
 Effective and new sales promotional activities should be implemented by

Samsung.
 Service centres should be more in number.
THREATS:

 Threatens from other competitors in the market such as LG, Samsung,
and Sony Eriksson etc..,
 Threatens from the changing of customers according to time.
Findings and Suggestions
FINDINGS:
1. It is found that majority of consumers prefer Essential and Smart model
handsets of Samsung.

2. It is found that majority of consumers prefer Samsung due to its quality.
3. It is found that majority of consumers are satisfied with Samsung.
4. It is found that the influencing factor for consumers to purchase Samsung is
through advertisements.
5. It is found that consumers are satisfied with value added features of Samsung.
Suggestions:
1. The company should come up with new handset models compared to

Samsung and LG.
2. The consumer feels that the prices of Samsung phones Should be
reduced.
3. The company needs to improve the sales promotional activities.
4. According to the survey the consumers prefer more models with different
price levels will attract the consumers. So the company has to concentrate
on these in order to attain more market share.
5. Though the company is leading the market, it should beware of competitors like
Samsung, which is also trying to compete with Samsung by offering better
quality products at economical prices.
Chapter-5
Questionnaires
Dear Respondent,

I Imran.S.K , student of Govt First Grade Collage Ranebennur, Doing my
project on “Customer Satisfaction Towards Samsung Mobile Phones, In
Ranebennur city”. I would be grateful to you if you could kindly cooperate with
my work for better of my knowledge

1. What type of professionals are using cell phones?
Employees Businessmen
Students Others
2. Income level of respondents who are using cell phones?
6000-10000 10000-18000
18000-25000 Above 25000
3. Which brand cell phone you have?
Samsung Nokia
LG Others
4. Which type of Samsung cell you have?
Essential Phones Qwerty Phones
Smart Phones Touch Phones
5 . Why do you prefer Samsung?
Quality Comfort
Price Prestige
6.To what extent you are satisfied with Samsung cell?
Highly Satisfied Moderately Satisfied
Satisfied Not Satisfied

7. Who influenced you to buy Samsung cell?
Friends Relatives
Advertisement Others
8. What is your opinion about prices of Samsung?
Very High High
Medium Low
9. Are you loyal to Samsung?
Yes No
10.Are you satisfied with value added features of Samsung?
11.Are you satisfied with battery backup capacity of Samsung?
12. What is your opinion about sales promotional activities of Samsung?
Highly Impressive Moderately impressive
Impressive Not Impressive
13. What is your opinion in advertisements of Samsung?
Excellent Good
Fair Poor
Any opinion towards the product:

________________________________________________________________
________________________________________________________________
________________________________.
Name : __________________
Phone no : __________________
Signature
BIBLIOGRAPHY
BIBLIOGRAPHY:
1. Marketing management - Philip Kotler
2. Modern marketing - R.S.Pillai, Bhagwati
3. Magazine - business India

4. Website-www.samsung.co.inwww.google.comwww.wikipedia.org

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Executive Summary

A project report containing the marketing research on “A Study on

Telecommunication is one of the most vital of all infrastructure

In this study researcher has attempted to an analyse the product value

This project report is undertaken with the main intention to analyse

It is undertaken to analyse strength and policies. It provides certain

Government First Grade Collage, RanebennurPage 1

Is a South Korean multinational conglomerate corporation headquartered in

Notable Samsung group industrial subsidiaries include Samsung Electronics

Background of Samsung Electronics:

Samsung electronics is a Korean multinational electronics and information

Government First Grade Collage, RanebennurPage 2

(Sangeetha mobile store in Ranebennur)

Government First Grade Collage, RanebennurPage 3

Government First Grade Collage, RanebennurPage 4

We believe that living by strong values is the key to good business. At

Government First Grade Collage, RanebennurPage 5

2000-Present Pioneering the Digital Age

Samsung Affiliated Companies:

Machinery & Heavy Industries

Government First Grade Collage, RanebennurPage 7

Other Affiliated Companies

 Samsung C&T Corporation

Government First Grade Collage, RanebennurPage 8

Government First Grade Collage, RanebennurPage 9

Value & Philosophy

How we got here

Our Management Philosophy:

Government First Grade Collage, RanebennurPage 10

Research & Development

The concept of 3G wireless technology represents a shift from voice-centric

The company is known for introducing consumer oriented innovative and

The popular handsets of Samsung are:

Product: Samsung Galaxy Note 8

6.3 inch display

12mp rear Camera

3300 mah Battery

Product: Samsung S7 edge

4gb RAM\ 128 gb ROM

5.5 inch Display

12mp rear Camera

3600 mah Battery

Government First Grade Collage, RanebennurPage 14

3gb RAM\ 32 gb ROM

5.5 inch Display

13mp rear Camera

3000 mah Battery

Product: Samsung Galaxy Gold nxt

3gb RAM\ 16 gb ROM

5.5 inch Display

13mp rear Camera

3300 mah Battery

Product: Samsung Galaxy J2 pro

Government First Grade Collage, RanebennurPage 15

8mp rear Camera

2600 mah Battery

Product: Samsung Galaxy J7 Max

4gb RAM\ 32 gb ROM

13mp rear Camera

3300 mah Battery

Product: Samsung Galaxy J3 pro

Government First Grade Collage, RanebennurPage 16

8mp rear Camera