A STUDY ON

“CUSTOMER SATISFACTION TOWARDS SAMSUNG

MOBILES”

(With Special Reference to SAMSUNG ELECTRONICS, Khammam)

Project work submitted in partial fulfillment of the requirements for the award of degree in

BACHELOR OF BUSINESS ADMINISTRATION

Submitted By

MD. AMAAN DANISH

(H.T.NO:07619-1830)

Under The Guidance Of

Mr. G. BRAHMA SAI

M.B.A

DEPARTMENT OF COMMERCE AND BUSINESS MANAGEMENT

KAVITHA MEMORIAL DEGREE COLLEGE, KHAMMAM
(AFFILIATED TO KAKATIYA UNIVERSITY, WARANGAL)
2018-2021
 CERTIFICATE

This is to certify that Mr. MD. AMAAN DANISH, bearing Roll No: 07619-
1830, a student of our college studying Bachelor of Business Administration has
successfully completed his project work entitled A study on “CUSTOMER
SATISFACTION TOWARDS SAMSUNG MOBILES” with special reference to
“SAMSUNG ELECTRONICS” Khammam

This project is submitted in a partial fulfillment for the award of Bachelor of

Business Administration

PRINCIPAL
Mr. Y. SREENIVASA RAO
M.B.A, M.Phil
Head, Department of Commerce & Business Management
Kavitha Memorial Degree College,
Khammam

CERTIFICATE

This is certifying that the project report entitled A study on “CUSTOMER

SATISFACTION TOWARDS SAMSUNG MOBILES” with special reference to
“SAMSUNG ELECTRONICS” Khammam. Submitted by Mr. MD. AMAAN DANISH,
in a partial fulfillment for the award of Bachelor of Business Administration.

This is record of bonafied work done by his under my guidance and supervision.

Place:
Date: (Signature)
Y. SREENIVASA RAO
Mr. G. BRAHMA SAI
M.B.A
Kavitha Memorial Degree College,
Khammam

CERTIFICATE

This is certify that the project report entitled A study on “CUSTOMER

SATISFACTION TOWARDS SAMSUNG MOBILES” with special reference to
“SAMSUNG ELECTRONICS” Khammam. Submitted by Mr. MD. AMAAN DANISH, in
a partial fulfillment for the award of Bachelor of Business Administration.

This is record of bonafied work done by his under my guidance and supervision.

Place:
Date: (Signature)
G. BRAHMA SAI
 DECLARATION

I hereby declare that the project report entitled a study on “CUSTOMER

SATISFACTION TOWARDS SAMSUNG MOBILES” with special reference to
“SAMSUNG ELECTRONICS” Khammam is an original and genuine work done by
me.

I also sate is not submitted elsewhere for the award of any degree or diploma
either by myself or someone else and am submitting it from the context of an
academic endeavor and partial fulfillment for the award of Bachelor of Business
Administration(BBA) degree by Kakatiya University as part of the academic
curriculum.

Place:- Khammam (Signature)

Date: MD. AMAAN DANISH

 ACKNOWLEDGEMENT

I express my sincere thanks to Dr. K.V. RAMANA RAO principal KAVITHA

MEMORIAL DEGREE COLLEGE for his valuable supporting completing my project.

My humble thanks to Mr. Y. SREENIVASA RAO, Head of the department.

I am extended my sincere thanks to G. BRAHMA SAI project guide, course

coordinator for his support and constant encouragement.

I place profound sincere gratitude to all the faculty members Mr. SK. PARVEZ,
Mrs. P. PRIYAMVADA, and Mrs. R. SWAROOPA RANI who guided and constantly
encouraged me to make my project a successful one.

Last but not the least I would like to express my heartfelt thank to my parents and my
friends for their valuable support and encouragement throughout the course of the project
work in its proper outcome. Thanks to special persons in SAMSUNG ELECTRONICS

MD. AMAAN DANISH

CHAPTERS PARTICULARS Page No’s

INTRODUCTION

 NEED FOR THE STUDY

 OBJECTIVES OF THE STUDY
CHAPTER – I  SCOPE OF THE STUDY 1-7

 METHODOLOGY OF THE STUDY

 LIMITATIONS OF THE STUDY

CHAPTER – II INDUSTRY, COMPANY PROFILE AND DEALER PROFILE 8-28

CHAPTER – III THEORETICAL ASPECTS 29-36

CHAPTER – IV DATA ANALYSIS AND INTERPRETATION 37-50

CHAPTER – V FINDINGS , SUGGESTIONS & CONCLUSION 51-52

QUESTIONNAIRE 53-54

BIBLIOGRAPHY 55

CONTENTS
 INTRODUCTION

The data was collected through both the primary as well as secondary sources. The
primary source of the data is the users of various mobile handset users. The sources of
secondary data are the websites and company catalogues.

Research is the systematic and objective search for the analysis of the information
relevant to the identification and solution of any problem in the field of channel development.
The objective behind this project was to get a deep insight into the answers

To the questions “what are the general problem faced by the subscribers and what
they expect from mobile handsets providers and study of current mobile market”. The object
of the survey were the mobile users of various mobile companies

 “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

1
NEED FOR THE STUDY

To better meet the needs of specific groups of consumers, most marketers adopted the
policy of market segmentation. Which called for the division of their total potential market in
to smaller homogenous segments for which they could design specific products. Hence
understanding consumer is for influencing consumer.

2
OBJECTIVES

 Analysis of current market scenario of mobile market with special reference to

SAMSUNG MOBILES.

 To study the satisfaction level of Samsung Phone users in Khammam.

 To study the buying behavior of the customers.

 To understand the price sensitivity of the market in respect to the Samsung services.

 To identify customers opinion about Samsung Handsets.

 To identify the key buying factors of Samsung Phones.

 To understand the various sales promotional schemes being offered by various mobile
handsets providers.

3
METHODOLOGY USED IN STUDY

 “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

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.   

Sources of primary data:

The sources are divided into basically two types internal and external.  Internal
source analysis is referred to as sales analyses. The external sources include the sales man,
dealers and consumers.    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.

4
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.

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 METHODS

1) Sampling unit       :  Professionals,

Common people and

Students are surveyed

2) Sampling Size      :  100

3) Sampling procedure   :  Stratified random sampling is used

5
 SCOPE OF THE STUDY

The sample chosen does not represent the whole customer’s preference in the market
of “Samsung mobiles” in the country as it only covers the customers of Khammam district.
For convenience sake, a sample size of 100 customers was chosen covering the Khammam
district.
This is just a snap study to know about the customer’s expectation and level of
satisfaction.

6
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 Khammam 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 centered to only 100 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.

7
 INDUSTRY PROFILE

Modern Smart phones

A smart phone is a mobile phone built on a mobile computing platform, with more
advanced computing ability and connectivity than a feature phone. The first smart phones
were devices that mainly combined the functions of a personal digital assistant (PDA) and a
mobile phone or camera phone. Today's models also serve to combine the functions of
portable media players, low-end compact digital, pocket video cameras, and GPS navigation
units. Modern smart phones typically also include high-resolution touch screens, web
browsers that can access and properly display standard web pages rather than just mobile-
optimized sites, Flash compatibility, and high-speed data access via Wi-Fi and mobile
broadband.

The most common mobile operating systems (OS) used by modern smart phones
include Apple'siOS, Google's Android, Microsoft's Windows Phone, Nokia's Symbian,
RIM'sBlackBerry OS, and embedded Linux distributions such as Maemo and MeeGo. Such
operating systems can be installed on many different phone models, and typically each device
can receive multiple OS software updates over its lifetime.

The distinction between smart phones and feature phones can be vague and there is no
official definition for what constitutes the difference between them. One of the most
significant differences is that the advanced application programming interfaces (APIs) on
smart phones for running third-party applications can allow those applications to have better
integration with the phone's OS and hardware than is typical with feature phones. In
comparison, feature phones more commonly run on proprietary firmware, with third-party
software support through platforms such as Java ME or BREW. An additional complication
in distinguishing between smart phones and feature phones is that over time the capabilities
of new models of feature phones can increase to exceed those of phones that had been
promoted as smart phones in the past.

Platform, with more advanced computing ability and connectivity than a feature
phone. The first smart phones were devices that mainly combined the functions of a personal
digital assistant (PDA) and a mobile phone or camera phone. Today's models also serve to
combine the functions of portable media players, low-end compact digital, pocket video
cameras, and GPS navigation units.
8
 Modern smart phones typically also include high-resolution touch screens, web
browsers that can access and properly display standard web pages rather than just mobile-
optimized sites, Flash compatibility, and high-speed data access via Wi-Fi and mobile
broadband.

The first smartphone was the IBM Simon; it was designed in 1992 and shown as a
concept product that year at COMDEX, the computer industry trade show held in Las Vegas,
Nevada. It was released to the public in 1993 and sold by BellSouth. Besides being a mobile
phone, it also contained a calendar, address book, world clock, calculator, note pad, e-mail
client, the ability to send and receive faxes, and games. It had no physical buttons, instead
customers used a touchscreen to select telephone numbers with a finger or create faxes and
memos with an optional stylus. Text was entered with a unique on-screen "predictive"
keyboard. By today's standards, the Simon would be a fairly low-end product, lacking a
camera and the ability to download third-party applications. However, its feature set at the
time was highly advanced.

9
The Nokia 9000

The Nokia Communicator line was the first of Nokia's smartphones starting with the
Nokia 9000, released in 1996. This distinctive palmtop computer style smartphone was the
result of a collaborative effort of an early successful and costly personal digital assistant
(PDA) by Hewlett-Packard combined with Nokia's best-selling phone around that time, and
early prototype models had the two devices fixed via a hinge. The Communicators are
characterized by a clamshell design, with a feature phone display, keyboard and user
interface on top of the phone, and a physical QWERTY keyboard, high-resolution display of
at least 640×200 pixels and PDA user interface under the flip-top. The software was based on
the GEOS V3.0 operating system, featuring email communication and text-based web
browsing. In 1998, it was followed by Nokia 9110, and in 2000 by Nokia 9110i, with
improved web browsing capability.

In 1997 the term 'smartphone' was used for the first time when Ericsson unveiled the
concept phone GS88, the first device labeled as 'smartphone'.

In 2000, the touchscreen Ericsson R380 Smartphone was released. It was the first
device to use an open operating system, the Symbian OS.It was the first device marketed as a
10
'smartphone'.It combined the functions of a mobile phone and a personal digital assistant
(PDA). In December 1999 the magazine Popular Science appointed the Ericsson R380
Smartphone to one of the most important advances in science and technology. It was a
groundbreaking device since it was as small and light as a normal mobile phone. In 2002 it
was followed up by P800.

Nokia 9210 communicator

Also in 2000, the Nokia 9210

communicator was introduced, which was the
first color screen model from the Nokia
Communicator line. It was a true smartphone
with an open operating system, the Symbian
OS. It was followed by the 9500
Communicator, which also was Nokia's first
camera-phone and first Wi-Fi phone. The 9300
Communicatorwas smaller, and the latest E90
Communicator includes GPS. The Nokia
Communicator model is remarkable for also
having been the most costly phone model sold
by a major brand for almost the full life of the
model series, costing easily 20% and sometimes
40% more than the next most expensive smartphone by any major producer.

11
Nokia N95

In 2007 Nokia launched the Nokia N95

which integrated a wide range of multimedia
features into a consumer-oriented smartphone:
GPS, a 5 megapixel camera with autofocus and
LED flash, 3G and Wi-Fi connectivity and TV-
out. In the next few years these features would
become standard on high-end smartphones. The
Nokia 6110 Navigator is a Symbian based
dedicated GPS phone introduced in June 2007.

In 2010 Nokia released the Nokia N8

smartphone with a stylus-free capacitive touchscreen, the first device to use the new
Symbian3 OS. It featured a 12 megapixel camera with Xenon flash able to record HD video
in 720p, described by Mobile Burn as the best camera in a phone, and satellite navigation that
Mobile Choice described as the best on any phone. It also featured a front-facing VGA
camera for videoconferencing.

Symbian was the number one smartphone platform by market share from 1996 until
2011 when it dropped to second place behind Google's Android OS. In February 2011, Nokia
announced that it would replace Symbian with Windows Phone as the operating system on all
of its future smartphones. This transition was completed in October 2011, when Nokia
announced its first line of Windows Phone 7.5 smartphones, Lumia 710 and 800.

12
Mobile

Windows Mobile is a mobile operating system developed by Microsoft for smartphones and
Pocket PCs. It is supplied with a suite of basic applications developed with the Microsoft
WindowsAPI, and is designed to have features and appearance somewhat similar to desktop
versions of Windows. Third parties can develop software for Windows Mobile with no
restrictions imposed by Microsoft. Some software applications can be purchased from
Windows Marketplace for Mobile until it is discontinued on 9 May 2012.

Most early Windows Mobile devices came with a stylus, which can be used to enter
commands by tapping it on the screen. The primary touch input technology behind most
devices were resistive touchscreens which did not require a stylus and work with any pressed
input method; later devices used capacitive sensing. Along with touchscreens a large variety
of form factors existed for the platform. Some devices featured slide-out keyboards, while
others featured minimal face buttons.

In February 2010, Microsoft announced a new phone platform, Windows Phone, to

supersede Windows Mobile, incompatible with Windows Mobile devices and software. The
final version of Windows Mobile, released after the announcement of Windows Phone, was
6.5.5. Phones running Windows Mobile cannot run software for Windows Phone. Microsoft
says that the Windows Phone operating system is incompatible with devices designed for
Windows Mobile as "Windows Mobile 6.x devices do not meet Windows Phone hardware
requirements designed to ensure a consistent user and developer experience", and software
designed for Windows Mobile is incompatible with the new operating system. However,
Windows Phone 7 ROMs that are compatible with some Windows Mobile devices have been
developed and Microsoft, while not supporting them, has taken no other action.

iOS

iOS (formerly iPhone OS prior to June 2010) is Apple Inc.'s mobile operating
system. Originally developed for the iPhone, it has since been extended to support other
Apple devices such as the iPod Touch, iPad, and Apple TV. Unlike Windows CE (Mobile
and Phone) and Android, Apple does not license iOS for installation on non-Apple hardware.
As of March 6, 2012, Apple's App Store contained more than 550,000 iOS applications,
which have collectively been downloaded more than 25 billion times. It had a 16% share of
the smartphone operating system units sold in the last quarter of 2010, behind both Google's

13
Android and Nokia's Symbian. In May 2010 in the United States, it accounted for 59% of
mobile web data consumption (including use on both the iPod Touch and the iPad).

The user interface of iOS is based on the concept of direct manipulation, using multi-
touch gestures. Interface control elements consist of sliders, switches, and buttons. The
response to user input is immediate and provides a fluid interface. Interaction with the OS
includes gestures such as swipe, tap, pinch, and reverse pinch, all of which have specific
definitions within the context of the iOS operating system and its multi-touch interface.
Internal accelerometers are used by some applications to respond to shaking the device (one
common result is the undo command) or rotating it in three dimensions (one common result
is switching from portrait to landscape mode).

iOS is derived from Mac OS X, with which it shares the Darwin foundation, and is
therefore a Unix operating system. In iOS, there are four abstraction layers: the Core OS
layer, the Core Services layer, the Media layer, and the Cocoa Touch layer. The current
version of the operating system (iOS 5.1) uses roughly 770 megabytes of the device's storage,
varying for each model.

The iPhone

In 2007, Apple Inc. introduced its first iPhone. It was initially costly, priced at $499
for the cheaper of two models on top of a two year contract. The first mobile phone to use a
multi-touch interface, the iPhone was notable for its use of a large touchscreen for direct
finger input as its main means of interaction, instead of having a stylus, keyboard, and/or
keypad, which were the typical input methods for other smartphones at the time. The iPhone
featured a web browser that Ars Technica then described as "far superior" to anything offered
by that of its competitors. Initially lacking the capability to install native applications beyond
the ones built-in to its OS, at WWDC in June 2007 Apple announced that the iPhone would
support third-party "web 2.0 applications" running in its web browser that share the look and
feel of the iPhone interface. As a result of the iPhone's initial inability to install third-party
native applications, some reviewers did not consider the originally released device to
accurately fit the definition of a smartphone "by conventional terms." A process called
jailbreaking emerged quickly to provide unofficial third-party native applications. The
different functions of the iPhone (including a GPS unit, kitchen timer, radio, map book,
calendar, notepad, and many others) allowed consumers to replace all of these items.

14
 In July 2008, Apple introduced its second generation iPhone with a lower list price
starting at $199 and 3G support. Released with it, Apple also created the App Store, adding
the capability for any iPhone or iPod Touch to officially execute additional native
applications (both free and paid) installed directly over a Wi-Fi or cellular network, without
the more typical process at the time of requiring a PC for installation. Applications could
additionally be browsed through and downloaded directly via the iTunes software client on
Macintosh and Windows PCs, rather than by searching through multiple sites across the
Internet. Featuring over 500 applications at launch, Apple's App Store was immediately very
popular, quickly growing to become a huge success.

In June 2010, Apple introduced iOS 4, which included APIs to allow third-party
applications to multitask, and the iPhone 4, which included a 960×640 pixel display with a
pixel density of 326 pixels per inch (ppi), a 5 megapixel camera with LED flash capable of
recording HD video in 720p at 30 frames per second, a front-facing VGA camera for
videoconferencing, a 1 GHz processor, and other improvements. In early 2011 the iPhone 4
became available through Verizon Wireless, ending AT&T's exclusivity of the handset in the
U.S.,and allowing the handset's 3G connection to be used as a wireless Wi-Fi hotspot for the
first time, to up to 5 other devices.Software updates subsequently added this capability to
other iPhones running iOS 4.

The iPhone 4S was announced on October 4, 2011, improving upon the iPhone 4 with
a dual core A5 processor, an 8 megapixel camera capable of recording 1080p video at 30
frames per second, World phone capability allowing it to work on both GSM & CDMA
networks, and the Siri automated voice assistant. On October 10, Apple announced that over
one million iPhone 4Ss had been pre-ordered within the first 24 hours of it being on sale,
beating the 600,000 device record set by the iPhone 4, despite the iPhone 4S failing to
impress some critics at the announcement due to their expectations of an "iPhone 5" with
rumored drastic changes compared to the iPhone 4 such as a new case design and larger
screen. Along with the iPhone 4S Apple also released iOS 5 and iCloud, untethering iOS
devices from Macintosh or Windows PCs for device activation, backup, and synchronization,
along with additional new and improved features.

15
Android

Android is a Linux-based operating system for mobile devices such as smartphones

and tablet computers. It is developed by the Open Handset Alliance led by Google.

Google purchased the initial developer of the software, Android Inc., in 2005. The
unveiling of the Android distribution in 2007 was announced with the founding of the Open
Handset Alliance, a consortium of 86 hardware, software, and telecommunication companies
devoted to advancing open standards for mobile devices. Google releases the Android code as
open-source, under the Apache License. The Android Open Source Project (AOSP) is tasked
with the maintenance and further development of Android.

Android has a large community of developers writing applications ("apps") that

extend the functionality of the devices. Developers write primarily in a customized version of
Java. Apps can be downloaded from third-party sites or through online stores such as Google
Play (formerly Android Market), the app store run by Google. As of February 2012 there
were more than 450,000 apps available for Android, and the estimated number of
applications downloaded from the Android Market as of December 2011 exceeded 10 billion.

Android was listed as the best-selling smartphone platform worldwide in Q4 2010 by

Canalys with over 300 million Android devices in use by February 2012. According to
Google's Andy Rubin, as of February 2012 there are over 850,000 Android devices activated
every day.

The Samsung Group is a South Korean multinational conglomerate corporation

headquartered in Samsung Town, Seoul, South Korea. It comprises numerous international
affiliated businesses, 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 2010 revenues), Samsung
Heavy Industries (the world's second-largest shipbuilder measured by 2010 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 14th-largest insurance company), Samsung Securities, Samsung SDS, Samsung
Everland (the oldest theme park in South Korea), Cheil Worldwide (the world's 19th-largest
advertising agency measured by 2010 revenues) and Shilla Hotel.

16
 Samsung Group produces 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 businesses today use Samsung's international success as a role model.

Background of Samsung Electronics:

Samsung Electronics is a South Korean multinational electronics and information

technology company headquartered 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 160,000 employees.

In 2009, 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
2006, the company has been in the top spot in terms of the number of TVs sold, which is
expected to continue in 2010 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 lineup 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 Table.

India’s Smartphone market rebounds in Q3 2020 to record high of 50 million

Smartphone shipments in India recovered in Q3 2020, posting 8% growth to 50
million units. This is an all-time record for smartphone shipments in a single quarter in India.
Xiaomi remained the market leader, growing 9% to ship 13.1 million units. Samsung
regained second place from Vivo, with 10.2 million units, up 7%. Samsung’s aggressive
product portfolio and pricing strategy in the low-end paid off.

17
 Vivo stood third, growing 19% to ship 8.8 million smartphones, while Realme
breathed down its neck with 8.7 million units shipped. Oppo completed the top five, shipping
6.1 million units.

“Smartphone vendors are definitely bullish,” said Canalys Analyst, Adwait Mardikar.
“The government, slowly but surely reducing restrictions on movement after a three month
lockdown, has created the perfect atmosphere for sustained growth. While almost all vendors
have shown positive shipment growth, the true winners are the online channels, who have
been buoyed with a huge influx of devices ahead of the festive season. Ongoing sales at
Amazon and Flipkart are a clear indication that despite the economic downturn, India’s
penchant for a good smartphone, and a good bargain, remains intact.”

“Ongoing tension between India and China has been a hot topic in the past few
months, but we have yet to see a significant impact on purchase decisions of mass market
customers,” said Canalys Research Analyst, Varun Kannan. Collectively, Chinese vendors
comprised 76% of total smartphone shipments this quarter, which has grown from 74% a
year ago. “However, the tensions have caused Chinese smartphone brands to act more
conservatively in recent months, reducing their marketing spend, and carefully trying to
project the image that they are important contributors to, and stakeholders in, the economic
future of India.”

18
 Apple regained momentum in India in Q3, with double-digit growth to nearly 800
thousand units. “Apple is finally paying attention to India,” said Canalys Research Director,
Rushabh Doshi. “It has opened a direct online store, giving it several new angles in its go-to-
market strategy, such as utilizing device trade-ins to provide purchase incentives, or bundling
AirPods with iPhones to make them more appealing. However, its new iPhone 12 family will
be a tough sell in India this year, as network operators do not yet have the infrastructure for
mass market 5G deployment, erasing a key feature of the devices. Not to forget, Apple’s
pricing strategy for its new iPhones in India needs serious consideration.”

19
 “The impact of COVID-19 in India has been a dichotomy of sorts,” added Mardikar.
“The lockdown forced most of working India to stay at home and refrain from big-ticket
spending on travel, food and beverages, increasing the overall dispensable income. On the
other hand, unemployment has risen, impacting the lowest rungs of society most, and
affecting the long-term outlook of India’s smartphone market. As much of India remains
physically disconnected, the smartphone has increasingly become a necessity not only for
social connection, but also for entertainment, education, banking, payment and more.
Vendors in it for the long run must acknowledge their responsibility in uplifting the country,
and helping India emerge out of COVID-19 as swiftly as possible.”

20
 COMPANY PROFILE

Samsung India Electronics Private Limited (SIEL):

Samsung India is the hub for Samsung’s South West Asia Regional operations. The
South West Asia Regional Headquarters looks after the Samsung business in Nepal, Sri
Lanka, Bangladesh, Maldives and Bhutan besides India. 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.

21
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.

22
2000-Present Pioneering the Digital Age

The digital age has brought revolutionary change – and opportunity – to global
business, and Samsung has responded with advanced techno-logies, 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
businesses, from consumer electronics to petrochemicals, 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 Affiliated Organizations

 Samsung Heavy Industries  Samsung Human Resources

 Samsung Techwin Development Centre
 Samsung Lions

 The Ho-Am Foundation

 Samsung Foundation of Culture

 Samsung Welfare Foundation

 Samsung Life Public Welfare

23
Electronics Industries

 Samsung Electro-Mechanics
Financial Services

 Samsung SDI  Samsung Life Insurance

 Samsung Fire & Marine Insurance
 Samsung Corning Precision Materials
 Samsung Card
 Samsung SDS
 Samsung Securities
 Samsung Mobile Display
 Samsung Investment Trust
 Samsung LED Management

Chemical Industries

 Samsung Total Petrochemicals

 Samsung Petrochemicals

 Samsung Fine Chemicals

 Samsung BP Chemicals

Other Affiliated Companies

 Samsung C&T Corporation

 Samsung Engineering

 Cheil Industries

 Samsung Everland

 The Shilla Hotels & Resorts

 Cheil Worldwide

 S1 Corporation

 Samsung Medical Centre

24
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.

Logos

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

The Samsung Group logo, used from late

1969 until replaced in 1979

The Samsung Electronics logo, used from

late 1980 until replaced in 1992

Samsung's current logo used since 1993.

25
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
semi conductors, 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

breakthrough 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

26
 Artificial intelligence (AI) has rapidly emerged as a leading future technology.
Samsung Electronics has long recognized the significance of AI, and its active investment in
the area is illustrated by the establishment of global AI research facilities and the company’s
efforts to recruit AI experts.

  With more than half a billion devices sold every year, Samsung is uniquely equipped
to bring the world of interconnected AI to life by providing a wide range of products from
TVs, smart phones to semiconductors.

  Samsung has high standards for its AI developments, with the company insisting that
its developments in the sector be user-centric, as well as: always there, always helpful,
always safe and always learning.

  Also, Samsung recognizes that it has an obligation to establish services that are
responsible across the board, as demonstrated by its AI development principle which states
that it will proceed: With Fairness, With Accountability and With Transparency.

  To stay true to this vision, Samsung Newsroom has launched ‘Samsung AI News’ to
provide updates on and insights into the latest AI trends and innovations.

Samsung Mobile New Products

 Galaxy S21 series is 5G ready. Compatibility dependent upon 5G network availability in

India.

Simulated picture. Color availability may vary depending on country or carrier.

Galaxy A52 is rated as IP67. Based on test conditions for submersion in up to 1 meter of
freshwater for up to 30 minutes. Not advised for beach, pool use and soapy water. In case you
spill liquids containing sugar on the phone, please rinse the device in clean, stagnant water
while clicking keys. Safe against low water pressure only. High water pressure such as
running tap water or shower may damage the device.
Images shown here are for representational purpose only, actual may vary. All
features, specifications and prices are subject to change without prior notice. Model
availability may vary from location to location.

27
 User Available Memory : User memory is less than the total memory due to storage
of the operating system and software used to operate the device features. Actual user memory
will vary depending on the operator and may change after software upgrades are performed

Network : The bandwidths supported by the device may vary depending on the region
or service provider

All specifications and descriptions provided herein may be different from the actual
specifications and descriptions for the product. Samsung reserves the right to make changes
to this web page and the product described herein, at anytime, without obligation on Samsung
to provide notification of such change. All functionality, features, specifications, GUI and
other product information provided in this web page including, but not limited to, the
benefits, design, pricing, components, performance, availability, and capabilities of the
product are subject to change without notice or obligation. The contents within the screen are
simulated images and are for demonstration purposes only.

28
 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).

29
 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 centers, 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 Behavior Vs Consumption Behavior:

Consumer behavior 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 behavior is the process whereby the individual decides what, when, how and from
whom to purchase goods & services.

30
 Consumer behavior relates to an individual person (Micro behavior) where as
consumption behavior relates to and to the mass or aggregate of individuals (Macro behavior)
consumers behavior as a study focuses on the decision process of the individual consumer or
consuming unit such as the family.

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

behavior of the aggregate of consumers or the consuming unit. Consumer is a pivot, around
which the entire system of marketing revolves. The study of buyer behavior 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 Scorecard. 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 quantify 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.

31
 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.

CUSTOMER SATISFACTION DIMENSIONS

One of the indicators of a company’s health, customer satisfaction, can be found

through market analysis. Satisfied customers usually lead to more sales and profit, making it
a strong indicator of company performance. Kekre, Krishnan, and Srinivasan conducted as
study with focus groups and over 2500 responses from a questionnaire to discover what
factors customers drive their satisfaction for software products. They analyzed the results to
develop seven dimensions of customer satisfaction for product software:

1. Capability

2. Usability

3. Performance

4. Reliability

5. Install ability

6. Maintainability

7. Documentation

CUSTOMER SATISFACTION RESEARCH

Customer satisfaction research is that area of marketing research which focuses on

customers' perceptions with their shopping or purchase experience.Many firms are interested
in understanding what their customers thought about their shopping or purchase experience,
because finding new customers is generally more costly and difficult than servicing existing
or repeat customers.

Many people are familiar with "business to customer" (B2C) or retail-level research,
but there are also many "business to business" (B2B) or wholesale-level projects
commissioned as well.

32
TYPES OF RESEARCH

Descriptive or documentary research

Many customer satisfaction studies are intentionally or unintentionally only

"descriptive" in nature because they simply provide a snapshot in time of customer attitudes.
If the study instrument is administered to groups of customers periodically, then a descriptive
picture of customer satisfaction through time can be developed (this is a type of "tracking"
study).

INFERENTIAL OR MODELS-BASED RESEARCH

Beyond documentary types of work are studies that attempt to provide an

understanding of why customers have the perceptions they do and what may be done to
change those perceptions. While models-based studies also provide snapshots of customer
attitudes, the results of these studies are more powerful because they present the firm with
recommendations on how to improve customer satisfaction. Frequently, these studies also
provide firms with a prioritization of the various recommended actions. Inferential studies
can also be conducted as tracking studies. When this is done, the firm can gain insight into
how the drivers of customer satisfaction are changing in addition to documenting the levels
and areas of customer satisfaction.

METHODS

QUANTITATIVE RESEARCH STUDIES

Quantitative studies allow a firm to develop an understanding of the "big picture" of

their customers' experiences based upon a relatively small number of interviews. This
"sample" of the firm's customers must be bikeefully designed and drawn if the results of the
study are to be considered representative of the customer population as a whole. In most
cases, the results of quantitative studies are based upon the responses of a relatively "large"
number of interviews. Depending upon the size of the population and the amount of
segmentation desired, "large" can be as few as 50 responses or range from several hundred to
thousands of interviews. Mail-based, telephone-based, and (more recently) Internet-based
surveys and related data collection.

33
QUALITATIVE RESEARCH STUDIES

Qualitative studies are used by firms to provide a more detailed and/or unconstrained
understanding of customer experiences. In most cases, the results of qualitative studies are
based upon dozens of interviews. Qualitative studies are not designed to provide insights that
are projectable to the customer population:

Qualitative studies are used for initial exploration of experiences and topics or to
probe more deeply the reasons behind customer perceptions. Focus groups (group depth
interviews) and "one-on-ones" (individual depth interviews) are common examples of
qualitative studies.

IMPORTANCE OF MARKETING RESEARCH IN CUSTOMER SATISFACTION

When we say marketing research this is the research where we can elaborate more
about the satisfaction of customer. Marketing research ultimately is satisfying the needs and
wants of the people in a certain community. The research is finding viable markets suitable
for your company's products to be distributed and in finding these markets where there is
demand, you satisfy a consumer need.

FUNCTIONALITY

With our Customer Service Tracking you can:

 Track current customer attitudes 24/7 with advanced online reports
 Discover the customer impact of your new technology, training or staffing
 Reward customer bike staff and teams based on customer satisfaction
 Allocate CRM or other service investments according to customer priorities
 Improve satisfaction by identifying previously unreported customer problems

BENEFITS OF OUR APPROACH

 High quality actionable information from Survey Value, an independent third party
research firm
 Statistical validity from properly sized and structured samples
 Your choice of web or phone methodology
 (If you choose phone) highly experienced Research Telephone Interviewers
 Customized questionnaire provides information for your unique needs

34
  Timely accurate customer feedback
 Flexible online reporting allows interactive queries for filtering, crosstabs and charts
 Quality controlled process assures accurate cost effective results

This customer satisfaction process diagram illustrates the satisfaction process and has
tips on process improvement. Click on each process step below for additional information
about that step. Our services include customer satisfaction and loyalty surveys and
satisfaction process consulting.

CUSTOMER SATISFACTION PROCESS ITEM 1: BE PRACTICAL

Create a flourishing customer satisfaction process by fitting it into the way your
company actually operates and by recognizing what types of customer information your
company can assimilate. Connect the satisfaction process to your company's existing
customer oriented programs. Configure your satisfaction process to discover why customers
buy your product and what improvements they would appreciate. Connect to Your Existing
Customer Oriented Programs

Among the many popular programs that require or benefit from customer satisfaction
measurements are Balanced Score biked, quality, lean management, strategic planning,
customer service initiatives, and new product programs. Balanced Score biked

35
CUSTOMER SATISFACTION PROCESS ITEM 2: INVOLVE MANAGERS

IDENTIFY MANAGERS

Your customer satisfaction process will be robust when the right people are involved.
Ultimately, the process must help managers do their jobs better, so involve the managers who
can benefit most from satisfaction information and improvement. These are the managers of
processes that "touch" customers.

Managers of customer touch point processes include, for example, managers of

customer service, tech support, sales, engineering and product design, marketing and
advertising, and quality. Customer service people spend all day trying to keep customers
happy, but in what ways do the other functions relate?

 Tech support is in the problem solving business - customers are happy when
problems are solved. Track problem resolution.
 Sales people retain their customers by keeping them happy - they need information on
likelihood of repurchase.
 Engineering and product design people create successful products only if customers
like the new products. They need information on what improvements customers want.
 Marketing and advertising people create more convincing communications if they
know what customers like about the current product and what customers view as
important.
 Quality managers seek to improve processes by reducing variation and raising
customer satisfaction. They manage process improvement in part by tracking key
metrics. Many types of customer satisfaction information can be useful to them.
Quality managers may be especially interested in tracking customer perceived
problems.

36
 DATA ANALYSIS & INTERPRETATION

1. What type of professionals are using cell phones?

Professionals Number of respondents Percentage

Employees 35 35%

Businessmen 29 29%

Students 30 30%

Others 6 6%

Total 100 100%

Column chart representing the usage of cell phones by different type of professionals:

Interpretation:

From the above table, it indicates that, the different type of professionals using cell
phones are employees 35(35%), businessmen 29(29%), students 30(30%) and others 6(6%).
It shows the common importance of phones now days.

2. Income level of respondents who are using cell phones?

37
 Income levels Number of respondents Percentage

6000-10000 45 45%

10000-18000 26 26%

18000-25000 22 22%

Above 25000 7 7%

Total 100 100%

Cone chart representing income level of respondents:

Interpretation:

The above table indicates that the majority of respondents with the income level of
6000-10000 using mobiles are 45(45%), and then move down to 10000-18000 the 26(26%)
of respondents using mobiles, then 18000-25000 22% of respondents using mobiles and
above 25000 7% of respondents are using mobiles.

38
3. Which brand cell phone you have?

Brand Number of respondents Percentage

Samsung 40 40%

Oppo 30 30%

Vivo 20 20%

Others 10 10%

Total 100 100%

Cylindrical chart showing which brand cell phone respondents are using:

Interpretation:

According to the above table, it indicates that 40% of respondents are using Samsung
cell. 30% of respondents are using Oppo, 20% of respondents using Vivo and 10% 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.

39
4. Which type of Samsung cell you have?

Type of cell phone Number of respondents Percentage

Essential Phones 18 18%

Qwerty Phones 32 32%

Smart Phones 50 50%

Total 100 100%

chart representing the type of Samsung Phones used by respondents:

Interpretation:

The above table shows that 41(41%) of respondents are using Essential Phones,
32(32%) of respondents are using Qwerty Phones, 17(17%) of respondents using Smart
Phones and 10(10%) of respondents are using Touch Phones.

40
5. Why do you prefer Samsung?

Factors Number of respondents Percentage

Quality 48 48%

Comfort 12 12%

Price 24 24%

Prestige 16 16%

Total 100 100%

Line chart showing what factors affect the respondents to buy Samsung cell phone:

Interpretation:

The above table shows that 48(48%) of respondents use Samsung cell phone due to its
quality, 12(12%) voted for comfort, 24(24%) voted for price factor, and 16(16%) 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?

41
 Factors Number of respondents Percentage

Highly satisfied 23 23%

Moderately satisfied 12 12%

Satisfied 66 66%

Not satisfied - -

Total 100 100%

Cone chart representing consumer satisfaction towards Samsung cell phone:

Interpretation:

According to the survey, the table indicates that 23(23%) of respondents are highly satisfied
with Samsung cell, 12(12%) are moderately satisfied, and 66(66%) of respondents are
satisfied with Samsung.

42
7. Who influenced you to buy Samsung cell?

Factors Number of respondents Percentage

Friends 41 41%

Relatives 14 14%

Advertisements 38 38%

Others 7 7%

Total 100 100%

Cylindrical representing influencing factors which forced the respondents to buy

Samsung cell phone:

Interpretation:

The above table shows the influencing factors which forced the respondents to buy
Samsung cell phone are 41(41%) through friends, 14(14%) through relatives, 38(38%) are
through the influence of advertisements, and 7(7%) through other factors.

8. What is your opinion about prices of Samsung?

43
 Factors Number of respondents Percentage

Very high 8 8%

High 22 22%

Medium 66 66%

Low 4 4%

Total 100 100%

Column chart stating the opinion of respondents towards the prices of Samsung cell
phones:

Interpretation:

According to the table the opinion of the respondents about the prices of Samsung are 8(8%)
of respondents said the price is very high, 22(22%) said high, 66(66%) said the prices are
medium, and 4(4%) of respondents replied the price of Samsung cell phones are low.

44
9. Are you loyal to Samsung?

Factors Number of respondents Percentage

Yes 80 80%

No 20 20%

Total 100 100%

Pie chart showing the brand loyalty of respondents towards Samsung cell phone:

Interpretation:

The above table states the brand loyalty of Samsung. More number of respondents are
loyal to the brand i.e., 80(80%), and 20(20%) are not loyal due to some reasons.

45
10. Are you satisfied with value added features of Samsung?

Factors Number of respondents Percentage

Highly satisfied 18 18%

Moderately satisfied 12 12%

Satisfied 70 70%

Not satisfied - -

Total 100 100%

Column chart representing the opinion of respondents towards the value added features
of Samsung:

Interpretation:

According to the above table, 18(18%) of respondents are highly satisfied with the
value added features of Samsung, 12(12%) are moderately satisfied, and 70(70%) of
respondents are satisfied.

11. Are you satisfied with battery backup capacity of Samsung cell?

46
 Factors Number of respondents Percentage

Highly satisfied 7 7%

Moderately satisfied 32 32%

Satisfied 61 61%

Not satisfied - -

Total 100 100%

Pyramid chart stating the customer opinion towards battery backup capacity of
Samsung cell phone:

Interpretation:

The above table indicates that, 32(32%) of respondents are highly satisfied with the
battery backup capacity of Samsung cell, 7(7%) are moderately satisfied, and 61(61%) are
satisfied.

12. What is your opinion about sales promotional activities of Samsung?

47
 Factors Number of respondents Percentage

Very impressive 29 29%

Moderately impressive 22 22%

Impressive 49 49%

Not impressive - -

Total 100 100%

Column chart representing opinion of consumer towards the sales promotional

activities of Samsung:

Interpretation:

According to the above table, 29(29%) of respondents are very impressive with the
sales promotional activities of Samsung, 22(22%) are moderately impressive, and 49(49%)
are impressive.

48
13. What is your opinion on advertisements of Samsung?

Factors Number of respondents Percentage

Excellent 53 53%

Good 38 38%

Fair 9 9%

Poor - -

Total 100 100%

Cone chart representing consumer opinion towards the advertisements of Samsung:

Interpretation:

The above table indicates that, 53(53%) of respondents said that the advertisements of
Samsung are excellent, 38(38%) said good, and 9(%) said fair.

14. How do you feel after sales service of Samsung?

49
 Factors Number of respondents Percentage

Excellent 51 51%

Good 47 47%

Fair 2 2%

Poor - -

Total 100 100%

. Column chart representing the opinion of consumer after sales service of Samsung:

Interpretation:

According to the above table, 51(51%) of respondents said that the after sales service
of Samsung is excellent, 47(47%) said good, and 2(2%) said fair.

50
 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.

51
 SUGGESTIONS & CONCLUSION

1. The company should come up with new handset models compared to Samsung
and Apple,Mi.
2. The consumers feel 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.

52
 QUESTIONNAIRE

Name: male [ ] female [ ]

Contact no:

1. Profession [ ]

A. Employee b. Businessmen c. Student d. Others

2. Income level [ ]

A. 6000-10000 b. 10000-18000 c. 18000-25000 d. Above 25000

3. Which brand cell phone you have [ ]

A. Samsung b. Oppo c. Vivo d. Others

4. Which type of Samsung cell you have [ ]

A. Essential Phones b. Smart Phones c. QWERTY Phones d. Touch Phones

5. Why do you prefer Samsung [ ]

A. Quality b. Comfort c. Price d. Prestige

6. To what extent you are satisfied with Samsung Phones [ ]

A. Highly satisfied b. Moderately satisfied c. Satisfied d. Not satisfied

7. Who influenced you to purchase Samsung cell [ ]

A. Friends b. Relatives c. Advertisement d. Others

8. What is your opinion about prices [ ]

A. Very high b. High c. Medium d. Low

9. Are you loyal to Samsung [ ]

A. Yes b. No

10. Are you satisfied with value added features of Samsung [ ]

A. Highly satisfied b. Moderately satisfied c. Satisfied d. Not satisfied

53
11. Are you satisfied with battery backup capacity of Samsung [ ]

A. Highly satisfied b. Moderately satisfied c. Satisfied d. Not satisfied

12. What is your opinion about sales promotional activities [ ]

A. Very impressive b. Moderately impressive c. Impressive d. Not impressive

13. What is your opinion on advertisements of Samsung [ ]

A. Excellent b. Good c. Fair d. Poor

14. How do you feel after sales services of Samsung [ ]

A. Excellent b. Good c. Fair d. Poor

Any opinion towards the product

Signature

54
 BIBLIOGRAPHY

1. Marketing management - Philip Kotler

2. Modern marketing - R.S.Pillai,Bhagwati

3. Magazine - Business India

4. Website www.samsung.co.in

www.google.com

www.wikipedia.org

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