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Author Name MBA2210304 SHIVANGINI KESHARI

Title An Empirical Study on Brand Loyalty of The Bran..
Paper/Submission ID 813640
Submission Date 2023-07-14 11:38:07
Total Pages 101
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 A
PROJECT REPORT  
ON  
An Empirical Study on Brand Loyalty of The Brand Samsung  
Smartphones  
13
In partial fulfillment of the requirements  
25
for the award of the degree  
of  
Master in Business Administration (MBA)  

SESSION-2022-23  

Submitted by  

Shivangini Keshri  

MBA (2nd Semester)  

AKTU Roll. No. MBA22100304  

Submitted to  

Dr. Amitabh Pandey  

Associate Professor  

School of Management Sciences, Varanasi  

Affiliated to  
(Dr. A.P.J. Abdul Kalam Technical University, Lucknow)  

1
2
 DECLARATION  

I hereby declare that the information presented in this Project Report is correct to the best ofmy knowledge and  

the analysis is as per the norms and guidelines provided for the report. I have utilized the requisite concepts and  

applied the required methodologies to analyses the data collected to reach the conclusion present in the report.  

38
I claim the report to be my indigenous work and has not been published anywhere else.  

Shivangini Keshri  

MBA (II Semester)  

Roll No-MBA22100304  

3
 ACKNOWLEDGEMENT  

20
A large number of individuals have contributed directly and indirectly in this synopsis. I am thankful to all of them  

for their help and encouragement.  

My sincere gratitude to Dr. Amitabh Pandey (Assistant Professor) and all the MBA  faculties for their support and  

guidance in completion of this Project Report. I express my sincere thanksto my parents & friends for the inconstant  

support and suggestions to accomplish my goals.  

44
Last but not the least I thank God for his love and grace that enabled me to complete this Project report.  

Shivangini Keshri  

MBA (II Semester)  

Roll No-MBA22100304  

4
 PREFACE  

In the beginning, I would like to extend my heart-felt gratitude to my guide, Dr. Amitabh Pandey for hisconstant guidance  

and support that has help us to complete the project. In fact no project could be completed without his meaningful  

suggestions and guidance, who helped me during my task and sharedhis precious time with me. It is my pleasure to present  
25
this project work Assigned to us. It is my sincereendeavor to express my gratitude towards all those who directly or  

indirectly contributed to this project Work. I have found the reading material in the library to be of great help in this respect.  
49
Last but not theleast we must excuse myself if in advertently I missed to thank all those who have helped and inspiredme  

in doing this Project actively.  

5
 TABLE OF CONTENTS  

Chapter   Page No.  

➢ Certificate  
➢ Declaration  
➢ Acknowledgement  

1. Introduction………………………………………………………………………………….7-18  
2. Literature Review…………………………………………………………………………. 19-26  
3. Research Objective…………………………………………………………………………27-28  
4. Research Methodology……………………………………………………………………..29-33  
5. Data Analysis and Interpretation………………………………………………………….34-49  
6. Descriptive Analysis………………………………………………………………………...50-54  
7. Annova……………………………………………………………………………………….55-56  
8. T-test………………………………………………………………………………………….57-58  
9. Cross Analysis………………………………………………………………………………..59-82  
10. Limitation……………………………………………………………………………………83-84  
11. Suggestion……………………………………………………………………………………85-86  
12. Findings………………………………………………………………………………………87-89  
13. Conclusion……………………………………………………………………………………90-91  
❖ Bibliography………………………………………………………………………………….92-93  

❖ Annexure……………………………………………………………………………………..94-100  

6
 CHAPTER:- 1  
INTRODUCTION  
ABOUT SAMSUNG COMPANY  

7
1.1   Introduction  
58 13
The aim of this chapter is to give insight into the purpose of this study and to state clearly the  
33
problem that led to this study. The marketing environment has become a very competitive one as it  
4
is has continued to evolve. Thus, it has become important for businesses to look for ways of gaining  

and sustaining brand loyalty by building consumer trust. In essence, brand loyalty has become the  

target of all organizations.  

57 4
Organizations have realized that when customers are loyal to their brand, it provides the organization  

with steady form of income which in turn increases profits. According to Investopedia, companies  

that  

successfully develop loyal customers also develop brand ambassadors – consumers that will market  

a certain brand and talk positively about it amongst their friends.  

16
True brand loyalty exists when consumers have a high relative attitude toward a particular  
4
brand  

16
Which can be exhibited through repurchase behavior. This type of loyalty can be a great asset  
4 27
to the firm: customers are willing to pay higher prices, may cost less to the serve and bring in new  
4
customers to the firm (Reichheld and Sasser, 1990). A consumer purchases a product to fulfill his  

needs and has certain  

amount of expectations from the brand he buys. When he is able to meet those perceived value from  

the  

brand or expectations, he develops a trust and satisfaction towards the brand which is called  

“Customer Satisfaction”. Customer satisfaction is a measure of how products and services supplied  

by a company meet  

or surpass customer expectation Farris et al (2010). Companies have begun to realize that it is easier  

and  

8
 more cost efficient to findways to improve customer satisfaction and retain current customers instead  

of paying more attention to winningnew customers. Creating customer satisfaction is a defensive  

strategy and  

the behavioral objective for the defensive strategy is customer loyalty or what is known as “Brand  

Loyalty” (Fornell 1992).  

1.2 Research Problem  
13
The main problem of this study is to determine the effect of product quality on brand loyalty  

of the Samsung mobile phone users.  

Specifically, it aims to answer the following questions:  

1. Do Samsung mobile phone users have different perception regarding the phone’s quality?  

2. Is there a relationship between Samsung mobile phone’s quality and the brand loyalty of its users?  

3. Does Samsung phone’s affordability level determine customer’s retention/loyalty level?  

1.3   Research Hypothesis  

This study aims to accept or reject the following testable hypotheses:  

1. Samsung mobile phone users do not have different perception regarding the phone’s quality;  

2. There is no relationship between Samsung mobile phone’s quality and the brand loyalty of its users;  

3. Samsung phone’s affordability level does not determine customer’s retention/loyalty level.  

9
1.4   Theoretical Framework  

CUSTOMER  
EXPECTATIONS  

PERCEIVED  
PRODUCT QUALITY  

VERY LOW   LOW   VERY   HIGH  

HIGH  

CUSTOMER   CUSTOMER  
DISSATISFACTION   SATISFACTION  

BRAND DISLOYALTY   BRAND LOYALTY  

10  
 benefits of using that particular brand. This kind of marketing is beneficial to the growth of a  

brand  

because other customers are drawn to that same brand easily because they are getting one-on-one  

testimonials about thatbrand which is free publicity for that brand.  

15
1.5   Scope and Limitation of the Study  

Generally, the purpose of the research is to conduct a narrative study on the effect of product  

quality on  

brand loyalty. Specially, this study will investigate how product quality helps in the competitive  

environment of Mobile Phone Industry. This study is limited to Samsung Mobile Phone.  

The researcher will conduct a survey interview. Moreover, the study furnishes discussions made by  

Other authors regarding product quality, brand loyalty, and customer satisfaction.  

1.6   Significance of the Study  

The study will provide clear understanding of how effective products quality is on the  

attainment of brand loyalty. A study of this nature is expected to contribute to the performance of  

different organizations andother Mobile Phone Industries. It provides a basis for the understanding  

of the importance of product quality inattaining loyal customers.  

The study will equally be of immense use to students researching on this area of study. It  

also hopes  

to be an eye-opener towards the effect product quality has on ensuring consumer’s loyalty to a  
40
particular brand which in turn leads to the success of the organization.  

Through product organization will have loyal customers because of the satisfaction they  

derive from  

theproduct. Finally, the study is expected to stimulate further research interest on other factors that  
50
makes consumers’ loyal to a particular brand. Samsung has a competitive advantage over its  

competitors because of its product quality.  

11  
1.7   Definition of Terms  

Product: This is anything offer to the market to attract attention, acquisition, use, consumption,  

and disposalto satisfy a need or want. (Kotler, 2006)  

Brand: According to American Marketing Association, Brand is a name, term, design, symbol or  

acombination of them intended to identify one’s seller goods as distinct from those of  

competitors.  
14
Brand Loyalty: Brand loyalty is defined as a deeply held commitment to re-buy or re-patronize a  

preferred product or service consistently in the future, despite situational influences and marketing  

efforts having the potential to cause switching behavior (Oliver, 1997). Brand loyalty refers to brand  

preferences; that consumerswill not consider other brands when they buy a product (Baldinger &  

Rubinson, 1996; Cavero & Cebollada, 1997).  

31
➢ Customer Satisfaction: Anton (1996) defined customer satisfaction as a state of mind in which  
17
the customer’s needs, wants, and expectations throughout the product or service life haven been  

met or exceeded, resulting in future repurchase and loyalty.  

➢ Product Quality: The concept of product quality can be critically defined from two different  

perspectives; objective quality and the perceived quality (Brunsø et al., 2005). However, this  

study focuses on perceived quality. Perceived quality is a result of consumers’ subjective  

judgment on a product (Zeithaml, 1988; Dodds et al., 1991; Aaker, 1991).  

12  
 INTRODUCTION ABOUT SAMSUNG COMPANY  

BACKGROUND OF SAMSUNG  GROUP  

7
The Samsung Group Is A Multinational Conglomerate Corporation Headquartered In Samsung  

Town, Seoul, South Korea. It Is the World's Largest Conglomerate By revenue with Annual  

Revenue Of Us$ 173.4 Billion In2008 And Is South Korea's Largest Chaebol. The Meaning Of  

The Korean  Word Samsung is "Three Stars".  

The Samsung Group Is Composed Of Numerous International Affiliated Businesses, Most Of  

Them United Under The Samsung Brand Including Samsung Electronics, The world's largest  

Electronics Company, Samsung Heavy Industries, The World's Second Largest Shipbuilder And  

Samsung C&T, A Major Global Construction Company. Samsung Has Been The World's Most  

Popular Consumer Electronics Brand Since 2005 And Is The Best Known South Korean Brand  

In The  World. Samsung Group Accounts For More Than 20% Of South Korea's Total Exports  

And Is The Leader  In Many Domestic industries,Such As The Financial, Chemical, Retail And  
9
Entertainment Industries. Samsung  Electronics Co., Ltd Is A South  Korean multinational  

Electronics Company It’s HeadquarteredIn Suwon, South Korea. It Is The Flagship Subsidiary  
30
Of The Samsung Group And Has been The World's Largest Information Technology Company  
9
By Revenues Since 2009. Samsung  Electronics Has Assembly Plants And Sales Networks In  

88 Countries And Employs Around 370,000  People For 2012 The CEO Is Known as Oh-Hyun.  

Samsung Has Long Been A Major  Manufacturer Of Electronic Components Such As  

Lithium-Ion Batteries, Semiconductors, Chips, Flash   Memory And Hard   Drive Devices  

For Clients  Such As Apple, Sony, HTC And Nokia.  

13  
FEATURES OF SAMSUNG MOBILE  

Samsung Phones Are Not Used for Calls Only, Especially Samsung Mobile Phones. They Offer A Wide  

Variety of Communicative Services Such As:  

• Samsung Have Google Market for Android  It Have 46% Market Share  

• Text Messaging  

• Sending and Receiving Emails  

• Voicemails Accessible Through Voicemail Inbox  

• Access to Internet  

• Mms (Multimedia Messaging Service)  

• Interactive Games  

• Connectivity Through Bluetooth And/Or USB, Infrared  

• Music Player  

• Camera  

• GPS (Global Positioning System)  

• Smart Features Like WhatsApp, Facebook, Wechat, Hangout  

• You Tube  

14  
15  
Concept of Brand loyalty and other related terms.  

• Brand loyalty: loyalty depends largely on proven consumer satisfaction with the brand.  

However, it should be noted that many consumers are brand loyal by inertia. Loyal  

customers will form a hard core, a business asset, which will build a brand in order to  

attract more consumers.  

• Awareness of the name and symbols of the brand: brand awareness reassures  

consumers. So, even if they have no product experience, brand awareness letsthem feel  

that the product is good quality. The awareness factor is important during the product  

selection as well as for decision-making in the buying process, and obviously,  

consumers always prefer the product whose brand has the greatest notoriety.  

• Perceived quality: this factor is not only based on knowledge of product characteristics.  

For example, if a brand has a good image quality, it will affect the perceived quality of  

a new product and vice versa. The perceived quality is a springboard for the brand  

extension. In addition, a good perceived quality influences directly the decision to  

purchase as well as customer loyalty. It allows the company to increase the product price,  

and obviously it will be seen as acceptable by consumers for its quality level.  

• Other assets of the brand: other brand assets are generally the patents, trademarks, good  

relations with distributors, etc. They are particularly important if they can avoid  

customers who constitute the base of the business of the brand going to the competition.  

16  
 30
• Brand associations: brand image can be defined as the set of representations associated  

with a brand, whether they are cognitive or emotional. This image will create value for  

the brand and this for at least five reasons. Brand image helps consumers understand  

the information they receive (i.e. communication, advertising). It helps to make the  

difference between other brands; gives to consumers the reasons to buy; and develops  

positive attitudes. Finally, the image is the base of brand extensions by an existing  

consistency between brand and the new product.  

17  
Samsung Smartphones Models  

Samsung Galaxy Fold  

Samsung Galaxy Flip 4  

Samsung Galaxy S10  

18  
 CHAPTER:-2  
REVIEW OF LITRATURE  

19  
3
REVIEW OF LITERATURE  

• Kotler And Armstrong (2001), Consumer Buying Behavior Refers To The Buying  

Behavior Of The Individuals And Households Who Buy Goods And Services For Personal  

Consumption. Consumers Around The World Are Different In Various Factors Such As  

Age, Income, Education Level And Preferences Which May Affect The Way They Avail  

Of Goods And Services. This Behavior Then Impacts How Products And Services Are  

Presented To The Different Consumer Markets. There Are Many Components Which  

Influence Consumer Behavior Namely; Cultural, Social, Personal, And Psychological  

(Kotler And Armstrong, 2001). Consumer Behavior Is The Study Of When, Why, How  

And Where People Do Or Do Not Buy Products (Sandhusen, Richard L; 2000).  

• .Kundi J. Et Al (2008) Stated That Consumer Behavior Refers To The Mental And  

Emotional Process And The Observable Behavior Of Consumers During Searching,  

Purchasing And Post Consumption Of A Product Or Services. Consumer Behavior Blends  

The Elements From Psychology, Sociology, Sociopsychology, Anthropology And  

Economics.  

20  
2.1 Foreign Literature  

According to a field study in Diwaniya Dairy Factory, Customer satisfaction prioritized as  

11
a strategic working tool. Customer satisfaction has a positive impact on the company’s profit.  

Customer satisfaction is the foundation of every successful work, since customer satisfaction leads  

to repurchasing customer loyalty for the trademark, and sharing positive feedback with other  

people to buy the product  

Services presented for the customer has a positive impact thus, the organization gets the customer  

trust there is a close relation between service quality and the rate at which customers return to the  

company.  

Quality represents an important scale for organization’s success, survival and continuity.  

Although there is a clear contrast on the opinions of the specialists and scholars about the  

characteristics that distinct high quality organization and their studies there is wide agreement on  

the importance of the role it plays in the success of these organizations and it’s distinction from  

traditional organizations  

Although lately many organizations realized the importance of quality, some didn’t get the  

dimension s of the methods that enables them to put this concept under execution. The organization  

tends to rate the feeling of the consumer on the level of their product quality without rating their  

feelings on the organization itself.  

2.2 Local Studies  

5
According to Martina Ferencic and Ana Wölfling in their study Impact of Quality  
1
Inconsistency on Brand loyalty, today's consumers are very sophisticated and aware of the  

importance of product quality as one of the main factors in building brand loyalty. For years,  

branded products in FMCG became a synonym for higher level of quality and consumers have  

21  
5
higher expectations, than for example, from private labels or unknown products. Previous  
1
researches show that perceived quality is closely related to product's ability to satisfy certain  

consumer needs or expectations like to be functional in its basic purpose, to be liable to perform  

its basic purpose, to be long-lasting and easy to maintain, to be simple and safe to use, to be well  

designed and styled, to have good company reputation and brand image and to lead to total  

satisfaction during continuous using of the product, even above the expected level. Also, premium  

level of price positioning has an influence on the perception of product quality as a higher one.  
5
The main goal of this work was to confirm product quality as one of the most important  

factors in brand loyalty process and to investigate if and how quality inconsistency of a product  

influences brand loyalty. The research which was conducted to prove and explain the connection  

between product quality and brand loyalty shows that the main reasons for being loyal to certain  

brand or product are related mostly to positive brand experience, high, stabile product quality and  

recognizable taste. When it comes to product quality issue, consumers emphasized disadvantages  
1
like unusual taste, smell and visual appearance. Also, they mentioned doubtful product safety and  

unreliable product packaging and labeling.  

5
One of the most interesting findings was that more than a half of the research participants  

could name products, categories and brands that have been recently withdrawn from Croatian  
1
market because of a quality problem. It is important to notice that 63% of research participants  

could, with relatively high accuracy, clearly indicate the quality inconsistency or the quality defect  

of the product they specified as a product that was withdrawn from the market. This research  

showed that withdrawal from the market has a huge negative impact on buying willingness in  
5
execution phase and a certain period after it. Despite that fact, producers or brand owners might  

22  
1
be calm because 62% of their loyal consumers would gradually come back to their favourite brand  

or product after they were sure that inconsistency or defect had been totally removed. But also they  

must be aware that there is a huge risk of losing a certain percentage of loyal consumers who could  

not find an excuse for such failure.  

According to above mentioned, customer/consumer satisfaction as a factor in food brand  

loyalty process, in the long term depends on product quality issue. Food brand owners should  

manage every product quality inconsistency with great care and through total quality management  

prevent or minimize possibilities for future quality issues.  

2.3 Foreign Studies  

2
According to Albert Vitales Cruz, the objective of the study encapsulated the empirical  
21
examination of the relationships between key variables of product quality, customer satisfaction,  

product cost, and product safety as the independent variables and customer satisfaction, as the  
2
dependent variable to identify the relationship existed among product quality related to car quality  

and customer satisfaction in the U.S. automobile market.  

The National Safety Council (NSC) estimated that 35,200 people died in U.S. traffic  

accidents and about 3.8 million traffic crash injuries requiring medical attention occurred during  

2013. The auto-related fatalities, injuries, and property damage during 2013 came with a high price  

tag of $267.5 billion, which included medical expenses, employer costs, lost wages, property  

damages, and related expenses. The NSC estimated costs excluded the manufacturers’ expenses  

resulting from car recalls. So far, at the end of 2014, U.S. automakers have issued over 550 recalls  

affecting more than 52 million vehicles, which shattered the old full-year record of 30.8 million  

recalled vehicles set in 2004. Ford alone has recalled more than 202,000 cars, vans, and trucks in  

23  
North America in five separate recalls to fix gas leaks, air bag sensors, steering shafts, and other  

issues (Natarajan, Soundararajan, & Jayakrishnan, 2013; Setó-Pamies, 2012). Field (2009) and  

Nachmias et al. (2009) argued for the use of quantitative research methods to administer  

estimations of theoretical and empirical reliability and validity of constructs needed to appraise  

survey data. The methodology provided the ability to analyze product quality construct to enhance  

product safety and customer satisfaction pertaining to cars in the U.S automobile marketplace  

statistically; I uncovered high quality academic literatures of product safety and customer  

satisfaction theories synthesized in Chapter 2, which encapsulated peer-reviewed articles. The  

literatures examined, survey data obtained and quantitatively analyzed confirm the applicability  

for Engineering Managers’ obligations to implement the necessary contingencies to enhance  

product quality and product safety standards to meet consumer flavors and customer satisfaction  

expectations.  

The findings posited in the results segment of Chapter 4 of this study complimented studies  

that argued that, in the U.S., in general, customer satisfaction is the key to running a successful  

business (Krivobokova, 2009; Setó-Pamies, 2012). Furthermore, design engineers need to use skill  

sets based on the application of enhanced technical knowledge that encapsulates product quality,  

cost control, and safety to meet customer expectations and satisfaction to mitigate vehicular (cars)  

fatalities and injuries (Eckert & Hughes, 2010; Harper & Porter, 2011; Power, Schoenherr, &  

Samson, 2011).  

This quantitative research project examined the relationship between product quality and customer  

satisfaction. The challenges of producing quality product and satisfying customers in the U.S. still  

remain unresolved. Negative customer satisfaction and decreased customer loyalty continue to  

emerge, because consumers compare product quality, product cost, and product safety features  

24  
associated with competitive product offerings. The National Safety Council (NSC) estimated that  

35,200 people died in U.S. traffic accidents and about 3.8 million traffic crash injuries requiring  

medical attention occurred during 2013. The NSC found that product recalls, car repairs, injuries,  

and deaths were due to unsafe product designs or inferior product quality. The purpose of this no  

experimental, correlation research was to examine relationships among product quality, product  

cost, product safety, and consumer satisfaction. The hypotheses addressed the research question,  

which inquires if relationship exists between product quality and customer satisfaction and if  

product cost, and product safety influence this relationship. For data, I randomly selected (N = 77)  

U.S. automobile users as the target sample. The theoretical foundation captured the theories on  

product quality and consumer  

satisfactions associated with the cost and safety theories. Product quality and customer satisfaction  
28
are critical factors that can promote positive social change. High-quality cars lead to fewer injuries  

and deaths associated with vehicular accidents. These achievements are positive social change for  

U.S. automobile buyers, industry practitioners, and other stakeholders, and may act as proxy for  

the global automobile market.  

2.4 Local Literature  

According to Euphemia F T Yuen and Sian S L Chan, as reliability has the strongest  

power to predict customer loyalty, practitioners in the retail business therefore need to  

continually track their customers’ perceptions of this dimension when formulating their service  

strategies. Appropriate investments and strategies (such as monitoring the installation staff  

frequently and changing the message leaving policy to a direct hotline) should be placed on those  

positive significant dimensions so as to increase customer loyalty. Regarding the insignificant  

25  
dimensions (such as Policy, Features, Aesthetics and Customer-perceived Quality), fewer  

resources and effort could be made as they may not have a real influence on customer loyalty.  

2.5 Relevance to the Present Studies  

The present studies stated above have a clear connection with this paper. All of it talks  
5
about the effect of product quality on brand loyalty, customer’s satisfaction, and expectations. This  
1
study focuses on the relationship of product quality and brand loyalty which is very essential in  

business concerns, and is relevant to the other studies mentioned above. This is for the companies  
21
to know that the quality of the product that is being made is very important because the higher the  
26
quality of a product, the more the company can charge for that product. If the company makes a  
37
low quality product that is not very good for people will not buy it, and also loyal customers,  

almost by definition, will purchase your goods or services again and again over time. Customers  

who exhibit brand loyalty have a relationship with your business; they trust you to provide quality  

products and customer service. This creates a great opportunity to fulfill more of your customers'  

needs than the traditional ones you currently meet. The more loyal your customers tend to be; the  

safer you will be from the draw of the competition. Lastly, establishing strong brand loyalty can  

make you practically immune to competitive forces.  

26  
CHAPTER:-3  
OBJECTIVE  

27  
OBJECTIVES:-  

➢ To know whether the consumer has used the brand earlier which helps in assessing the  

popularity of the brand.  

➢ To know would a consumer prefer the product of the brand again.  

➢ To study brand loyalty of the brand 'Samsung'.  

28  
 CHAPTER:-4  
RESEARCH  
METHODOLOGY  

29  
Research Design  

Step 2:  
Step 1:  
SURVEY  
PLANNING  
DEVELOPMENT  

Step 3:  
Step 4:  
SURVEY  
DATA ANALYSIS  
DEPLOYMENT  

Step 5:  
Step 6:  
DATA  
CONCLUSION  
PRESENTATION  

30  
3.1 Population and Sample of the Study  

To get a better understanding of the degree of effect product quality has on brand loyalty,  

this research studied SAMSUNG PHONE users in the San Francisco, Agusan del Sur. According to  

the data gotten from MTN Engineering office in Victoria Island, the population of those who use  

MTNin the Victoria Island Metropolis was estimated at 267, 301.  

Sampling Technique  

32
For the purpose of this research, the purposive sampling technique and simple random  

technique were used. A simple random sample gives every member of the population an equal  

opportunity to be chosen. This technique has been chosen because the sample is supposed to be an  

unbiased representation of the population. This gave the opportunity  

Sample Size  

After calculating the population of study (267,301) against a confidence interval of 8.0 and  
34
confidence level of 95%, the sample size for this study were 150 MTN users in the Victoria Island  

Metropolis.  

31  
3.3 Research Instruments  

• Survey Questionnaire  

• Research Journals  

• 150 Samsung Phone Users  

• Internet  

3.4 Data Gathering Procedure  

45
The questionnaire and one on one interview were the data collection method for this study.  

The questionnaire was used to gather information from the 75 respondents while 75 more  

respondents answered through online survey and the other was interviewed personally.  

RESEARCH METHODOLOGY  
41
Both The Primary And Secondary Data Are Used In The Study. The Secondary Data Used For  

This Study Provides Details Like The Origin Of Communication, Telecommunication And The  

Beginning Of Cellular Communication Were Collected From The Source For The Period From  

February 2014.  

55
The Main Aim Of The Study Is To Examine The Consumers' Awareness And Attitude Towards  

The Samsung Mobile Instruments In Mumbai Suburbs. The Researcher Has Interviewed A Total  

Number Of 50 Respondents Utilizing Samsung Mobile Phone. These Respondents Are Drawn  

Across In And Around Mumbai. As The Responses Received From 15 Respondents Were  
54 18
Inadequate And Contradictory Required Information, They Were Not Considered For The Present  

Study  

32  
Finally, The Information Districts, Which Is Selected Neither By Probability Nor By Judgment  

But By The Convenience Method. Researcher Had Designed A Comprehensive Interview  

Schedule Which Was Duly Pre-Tested. Those Who Are Using The Samsung Mobile Instrument  
42
Have Been Considered As Sample Respondents For The Present Analysis. The Data Were  

Analysed Using Appropriate Statistical Tools Such As Percentages, Auto Sum Formula  

33  
CHAPTER :-5 DATA  
ANALYSIS OR  
INTERPRITATION  

34  
 AGE  
11   3

18-25  

26-35  
91  

36-45  

✓ Out of 105 respondents 91 belonged to the age group of 18-25, 11  

belonged to age group of 26-35, and 3 belonged to age group of 36-45.Hence from this we can conclude that  
most no. of respondents are from the age group of 18-25.  

35  
 GENDER  

50  
55  

MALE  

FEMALE  

✓ Out of 105 respondents 50 were male and 55 werefemale. So we can  

conclude that greater no. of  
respondents were females for this survey.  

36  
 Educational Qualification  
3 6

48   Intermediate  
48  
Undergraduate  

Post Graduate  

Other  

✓ Out of 105 respondents 6 belonged to intermediate category, 48 belonged to undergraduate  

category, 48 belonged to post graduate category and 3 belonged to other category. Hence we  
conclude that most no. of respondents were from undergraduate and post graduates.  

37  
 Annual Income  
7
17  

Below 250000  
12   250000-500000  
69   500000-800000  
Above-800000  

Out of 105 respondents 69 belonged to below 250000 income group  

12 belonged to 250000-500000 income group, 17 18
belonged to 500000-800000 and 7 belonged to above  
800000 income group. Hence we can conclude that most of the respondents belonged to below 250000  
income group.  

38  
 OCCUPATION  
16   3 Student  

Business  
14  
Employe  
e
72  

Out of 105 respondents 72 belonged to student category,  

14 belonged to business category, 16 belonged to employeecategory, 3 belonged to other category.  
Hence we can say  
that most of the students who filled the questionnairewere students.  

39  
 Do you use Samsung smartphone?  

49  

56  

Yes  

No  

Out of 105 respondents 49 were the existing user of Samsung smartphone and rest 56 were not using  
Samsung smartphone whenthe filled the questionnaire. So we can say that lesser no of  
respondents were using the Samsung smartphone out of the chosensample size while conducting the surv  
40  
 Have you used Samsung smartphone  
earlier?  
21  

Yes  
84  
No  

22
Out of 105 respondents 84 of them have used the Samsung smartphone earlier and rest 21  
have not used the Samsung smartphone earlier. So we can say that majority of user have  
41  
 Would you prefer using Samsung  
smartphone again?  

39  

66  
yes  
no  

✓ Out of 105 respondents 39 said yes and 66 said no. so we can say that majority  
of respondents would not  
prefer using Samsung smartphone again.  

42  
 How likely are you to use Samsung  
smartphone in future?  

37   36  
40  
30  
15  
20   8 9
10   Total  
0

✓ Out of 105 respondents 15 said they are extremely

51
unlikely to use samsung smartphone, 8 said  
59
they are likely, 37 responded they neutral 36 said that they are likely and 9 said that they are  
extremely unlikely. Hence we can say that most user had neutralopinion regarding use of Samsung  
29
smartphone in the future andother majority of response for the question came as likely whichmeans  
a big chunk of people is interested in using the Samsung smartphone.  

43  
 If you were given an option to  
switch over other brand would  
you switch?  

35  

Yes  
70  
No  

70 out of 105 respondents said that they would switch to other brand and 35 out 105 respondent  
48
said that they won’t switch toother brand. We can gather from this information that majorityof  
39
respondent would prefer other brand if they were given the  

44  
 What features can be added  
which would make you more  
loyal towards the brand?  
46  
50  
40   29  
30   21  
20   9
10   Total  
0
After sale  Additional More More price  
service   features in availability   benefit  
the   of retail  
product   outlets  

Out of 105 respondents 21 said after sale service, 46 said additional feature in the product, 9  
said more availability of retail outlet, and 29 said more price benefit. Through the given  
information we can infer that majority of respondents want some additional feature in the  
product and it seems that people are satisfied with the no. of retail outlets of Samsung  
smartphone as least no. of responses came from there.  

45  
 How likely are you in recommending  
Samsung smartphones to your family  
and friends?  
7 12  
6

42   Extremely  
Unlikely  
38   Unlikely  

Unsure  

Likely  

✓ Out of 105 respondents 12 were extremely unlikely, 6 were unlikely, 38 were unsure, 42  
were likely and 7 were extremely likely in recommending the samsung smartphones to  
their friends and family. Through thispiece of information one can infer that option  
‘likely’ has preponderance over other options. And least no. of respondents were chose  
the option unlikely.  

46  
 How likely do you feel towards the  
brand Samsung when it comes to  
smartphones?  
7 11  
8
Extremely  
Unlikely  
Unlikely  
45  
Nuetral  
34  
Likely  

Extremely  
Likely  

Out of 105 respondents 11 felt extremely unlikely, 8 felt unlikely, 34felt neutral, 45 felt likely and 7 felt  
extremely likely towards brand Samsung when it comes to smartphones. Through this informationwe  
can say that most of the respondents were likely towards the brand Samsung smartphones and least  
responses came for the option extremely likely.  
47  
 1
4
7 2
18-25 Female  
51   18-25 Male  
26-35 Female  
40   26-35 Male  
36-45 Male  
36-45 Other  

✓ Through given table we can say in the age group of 18-25 had 91  
respondents and out of those 51 were females and 40 were males.  
✓ In the age group of 26-35 total respondents were 11 out of that 4 were  
females and 7 were male.  
✓ In the age group of 36-45 total respondents are 3 out of which 2 are male  
and 1 is other.  
36
✓ Through this information we can infer that most of the respondents were  
from the age group of 18-25 out of which majority were females. The  
least responses came from the other category from the age group of 36-  
45.  

48  
 1%2%  
3%  8%   18-25 No  
33%  
18-25 Yes  
26-35 No  
53%  
26-35 Yes  
36-45 No  
36-45 Yes  

When asked would you prefer using Samsung smartphone again  

from age group of 18-25 35 said no and 56 said yes  
from age group of 26-35 3 said no and 8 said yes  
from age group of 36-45 1 said no and 2 said yes  
Most no. of respondent belonging to the age group 18-25 responded yes as in  
answer to the question of would you prefer using Samsung smartphone again?  

49  
 Chapter 6-  
Descriptive Statistics  

50  
 Educational   Annual   Marital  
Gender   Qualification   Income   status  

Mean   1.52381   Mean   2.457143   Mean   1.638095   Mean   1.92381  

Standard   Standard   Standard  

Error   0.048973   Standard Error   0.063518   Error   0.095813   Error   0.026015  

Median   2 Median   2 Median   1 Median   2

Mode   2 Mode   2 Mode   1 Mode   2

Standard   Standard   Standard  

Deviation   0.501828   Standard Deviation  0.650866 Deviation 0.981794  Deviation 0.266575  

Sample   Sample   Sample  

Variance   0.251832   Sample Variance  0.423626 Variance  0.963919 Variance  0.071062  

Kurtosis   -2.02968   Kurtosis   -0.23263   Kurtosis 0.068634 Kurtosis  8.67154  

Skewness   -0.09673   Skewness   -0.15828 Skewness  1.220301 Skewness  -3.2414  

Range   1 Range   3 Range   3 Range   1

Minimum   1 Minimum   1 Minimum   1 Minimum   1

Maximum   2 Maximum   4 Maximum   4 Maximum   2

Sum   160   Sum   258   Sum   172   Sum   202  

Count   105   Count   105   Count   105   Count   105  

Confidence   Confidence   Confidence   Confidence  

Level(95.0%)   0.097116   Level(95.0%)   0.125959 Level(95.0%) 0.190001 Level(95.0%) 0.051589  

51  
 Would you  
prefer using   Have you used  
Do you use   Samsung   Samsung  
Samsung   smartphone   smartphone  
Occupation   smartphone?   again?   earlier?  

Mean   1.523809524 Mean   1.533333 Mean   1.371428571 Mean   1.2  

Standard   StandardError   StandardError   StandardError  

Error   0.083529335   0.04892   0.047380354   0.039223227  

Median   1 Median   2 Median   1 Median   1

Mode   1 Mode   2 Mode   1 Mode   1

Standard   Standard   Standard   Standard  

Deviation   0.855920985 Deviation   0.50128 Deviation   0.485504156 Deviation   0.401918476  

Sample   Sample   Sample   Sample  

Variance   0.732600733 Variance   0.251282 Variance   0.235714286 Variance   0.161538462  

-
Kurtosis   0.610722516 Kurtosis   -2.02048 Kurtosis   1.742034855 Kurtosis   0.321720921  

Skewness   1.378461785 Skewness   -0.13558 Skewness   0.539925187 Skewness   1.52182724  

Range   3 Range   1 Range   1 Range   1

Minimum   1 Minimum   1 Minimum   1 Minimum   1

Maximum   4 Maximum   2 Maximum   2 Maximum   2

Sum   160   Sum   161   Sum   144   Sum   126  

Count   105   Count   105   Count   105   Count   105  

Confidence   Confidence   Confidence   Confidence  

Level(95.0%) 0.165641806 Level(95.0%) 0.09701 Level(95.0%)  0.09395702 Level(95.0%)  0.077781131  

52  
 What features   What are the  
If you were   can be added   existing  
53
How likely are   given an option   which would   features  
you to use   to switch over   make you   which keeps  
Samsung   other brand   more loyal   you loyal  
smartphone in   would you   towards the   towards the  
future?   switch?   brand?   brand?  

Mean   3.152380952 Mean   1.333333 Mean   2.438095 Mean   2.133333  

Standard   StandardError   StandardError   StandardError  

Error   0.112237445   0.046225   0.107352   0.082394  

Median   3 Median   1 Median   2 Median   2

Mode   3 Mode   1 Mode   2 Mode   2

Standard   Standard   Standard   Standard  

Deviation   1.150091571 Deviation   0.473665 Deviation   1.100033 Deviation   0.844287  

Sample   Sample   Sample   Sample  

Variance   1.322710623 Variance   0.224359 Variance   1.210073 Variance   0.712821  

-
Kurtosis   0.413025078 Kurtosis   -1.51456 Kurtosis   -1.245   Kurtosis   0.210133  

-
Skewness   0.536465787 Skewness   0.717396 Skewness   0.337052 Skewness   0.718233  

Range   4 Range   1 Range   3 Range   3

Minimum   1 Minimum   1 Minimum   1 Minimum   1

Maximum   5 Maximum   2 Maximum   4 Maximum   4

Sum   331   Sum   140   Sum   256   Sum   224  

Count   105   Count   105   Count   105   Count   105  

Confidence   Confidence   Confidence   Confidence  

Level(95.0%) 0.222571065 Level(95.0%) 0.091666  Level(95.0%) 0.212884  Level(95.0%) 0.16339  

53  
How likely are  
you in  
recommending   How likely are you  
Samsung   How likely do you feel   with the products  
smartphones to   towards the brand   and services of the  
your family and   Samsung when it   brand Samsungs in  
friends?   comes to smartphones?   case of smartphones?  

Mean   3.247619 Mean   3.27619   Mean   3.27619  

Standard Error   0.103758 Standard Error   0.103506   Standard Error   0.112819  

Median   3 Median   3 Median   4

Mode   4 Mode   4 Mode   4

Standard  
Deviation   1.063204 Standard Deviation   1.060617   Standard Deviation   1.156048  

Sample Variance  1.130403 Sample Variance   1.124908   Sample Variance   1.336447  

Kurtosis   0.103368 Kurtosis   0.057813   Kurtosis   -0.34342  

Skewness   -0.75789 Skewness   -0.77348   Skewness   -0.97942  

Range   4 Range   4 Range   4

Minimum   1 Minimum   1 Minimum   1

Maximum   5 Maximum   5 Maximum   5

Sum   341   Sum   344   Sum   344  

Count   105   Count   105   Count   105  

Confidence   Confidence   Confidence  

Level(95.0%)   0.205756 Level(95.0%)   0.205256   Level(95.0%)   0.223724  

54  
Chapter 7:-  
ANNOVA  

55  
Source of Variation   SS   df   MS   F P-value   F crit  

Between Groups   360.7333   3 120.2444   167.7937   0.00   2.626352  

Within Groups   298.1143   416   0.716621  

Total   658.8476   419  

23
There is no significant relationship between mean value of male respondents and female  

respondents.  

F=test F calculated value  

F critical value = F table value. If F-critical value is greater than F-table value and pvalue  

is less than 0.05 then we reject the hypothesis, it means there is no significant difference  

between mean value of two groups.  

56  
 Chapter 8:-  
T-test Analysis  

57  
 How likely are you in recommending Samsung  
Gender   smartphones to your family and friends?  

Mean   1.52   3.25  

Variance   0.25   1.13  

Observations   105.00   105.00  

Hypothesized Mean  
Difference   0.00  

df   148.00  

t Stat   -15.02  

P(T<=t) one-tail   0.00  

t Critical one-tail   1.66  

P(T<=t) two-tail   0.00  

t Critical two-tail   1.98  

T-stat value -15.02 with p value <0.05 so there is a significant difference between maleand  

female opinion pertaining to this question. So our null hypothesis is rejected.  

58  
 Chapter 9:-  
CROSS ANALYSIS  

59  
 Cross tabulation of age and gender  

Row Labels   Sum of Age  

1 91  
1 40  
2 51  
2 22  
1 14  
2 8
3 9
1 9
Grand Total   122  

Total  

11 
12 
21 
22 
31 

From above table and chart we can infer that in first age group that is 18-25 there are 40 male and 51 female, in  
second age group that is 26-35 there are 14 male and 8 female, in third age group that is 36-45 there are 9 males.  
60  
 Cross Tabulation of Age and Educational Qualification  

Row Labels   Sum of Age  

1 91  
1 5
2 45  
3 40  
4 1
2 22  
1 2
2 4
3 14  
4 2
3 9
2 3
3 3
4 3
Grand Total   122  

Total  
11 
6
12 
21 
22 
23 
31 
32 
33 
41 
42 

From above table and chart we can infer that in first age group that is 18-25 there are 5 intermediate, 45  
undergraduate, 40 post graduate, 1 other. From age group 26-35 there are 2 inter mediate, 4 under graduate,  
14 post graduate and 2 other, from age group 36-45  there are, 2 undergraduate, 3 post graduate and 4 other.  

61  
 Cross Tabulation of Age and Marital Status  

Row Labels   Sum of Age2  

1 91  
1 4
2 87  
2 22  
1 4
2 18  
3 9
1 6
2 3
Grand Total   122  

Total  

11 
12 
21 
22 
31 
32 

From above table and chart we can infer that in first age group that is 18-25 there are 4 married and 87 unmarried.  
In second age group that is 26-35 there are 4 married and 18 unmarried. In third age group that is 36-45 there are 6  
married and 9 unmarried.  

62  
Cross Tabulation of Age and Current Samsung User  

Row Labels   Sum of Age  

1 60  
1 41  
2 10  
3 9
2 62  
1 50  
2 12  
Grand Total   122  

Total  

11 
12 
13 
21 
22 

From above table we can infer that in age group of 18-25 there are 41 respondents, 26-35 10  
respondents, 36-45 there are 9 respondents that uses Samsung smartphones. And in age group 18-25  
50 respondents and from 26-35 12 respondents do not use Samsung smartphones  

63  
 Cross Tabulation of Age and Occupation  
Row Labels   Sum of Age  
1 91  
1 72  
2 7
3 11  
4 1
2 22  
2 10  
3 8
4 4
3 9
2 6
3 3
Grand Total   122  

Total  

11 
12 
13 
14 
22 
23 
24 
32 
33 

From above table and chart we can infer that from age group 18-25, 72 are students, 7 has business, 11 are  
employees and 4 are others. From age 26-35 10 has business, 8 are employees and 4 are others. From age group  
36-45 6 are has business and 3 are employees.  

64  
Cross tabulation of Gender and Educational Qualification  

Row Labels   Sum of Gender  

1
1 6
2 27  
3 15  
4 2
2
2 42  
3 66  
4 2
Grand Total   160  

Total  

11 
12 
13 
14 
22 
23 
24 

From above table and chart we can infer that in among males 6 intermediate, 27 are undergraduate, 15 are  
post graduate and 2 are other. Among females 42 are undergraduate, 66 are  

65  
 Cross Tabulation of Gender and Do you use  
Samsung smartphones  

Row Labels   Sum of Gender  

1
1 25  
2 25  
2
1 48  
2 62  
Grand Total   160  

Total  

11 
12 
21 
22 

From above table and chart we can infer that  

25 males and females currently are using Samsung smartphones and  
48 males and 62 females do not use Samsung smartphones.  

66  
Cross Tabulation of Gender and Would they  
prefer using Samsung smartphone in future  
Row Labels   Sum of Gender  
1
1 32  
2 18  
2
1 68  
2 42  
Grand Total   160  

Total  

11 
12 
21 
22 

From above table and chart we can infer  

32 males and 18 females would prefer using Samsung smartphones and  
68 males and 48 females would not prefer using Samsung smartphones in future.  

67  
 Cross tabulation of Gender and have they used  
Samsung smartphones earlier?  

Row Labels   Sum of Gender  

1
1 41  
2 9
2
1 86  
2 24  
Grand Total   160  

Total  

11 
12 
21 
22 

From above table we can infer that  

41 males and 9 females have used Samsung smartphones earlier  
And 86 males and 24 females have not used Samsung smartphones earlier.  

68  
 Cross Tabulation of gender and if you were given an  
option to switch would you?  

Row Labels   Sum of Gender  

1
1 34  
2 16  
2
1 72  
2 38  
Grand Total   160  

Total  

11 
12 
13 
14 
21 
22 
23 
24 

From above table and chart we can infer that  

34 males and 16 females would switch the brand if they were given option to do so.  
And 72 males and 38 females would not prefer switching the brand.  

69  
Cross Tabulation of Gender and what features  
should be added to the product  

Row Labels   Sum of Gender  

1
1 12  
2 22  
3 7
4 9
2
1 18  
2 48  
3 4
4 40  
Grand Total   160  

Total  

11 
12 
13 
14 
21 
22 
23 
24 

70  
 8
From Above table and Chart we can infer that  

among males  

• 12 chose after sale service  

• 22 chose additional features in the product  
• 7 availability of retail outlet  
• 9 more price benefit.  

And among females  

• 18 chose after sale service  

• 48 chose additional features in the product  
• chose availability of retail outlet  
• 40 chose more price benefit.  

We can also infer that among both females and males want additional features in the product  

71  
 Cross Tabulation of Gender and What are the  
existing features that keeps you loyal the towards  
brand.  

Row Labels   Sum of Gender  

1
1 14  
2 23  
3 9
4 4
2
1 14  
2 72  
3 12  
4 12  

Grand Total   160  

Total  

11 
12 
13 
14 
21 
22 
23 
24 

72  
From above chart and table we can infer that among males  

• 14 chose after sale service,  

• 23 chose the product itself,  
• 9 chose more availability of retail outlet and  
• chose price benefit.  

And among females  

• 14 chose after sale service,  

• 72 chose the product itself,  
• 12 chose more availability of retail outlet and  
• 12 chose price benefit.  

Further we can interpret that that among both males and females the product itself is more preferred  

73  
 Cross Tabulation of Gender and How likely are they  
in recommending the Samsung product.  
Row Labels   Count of Gender  
1
1 8
2 2
3 14  
4 22  
5 4
2
1 4
2 4
3 24  
4 20  
5 3
Grand Total   105  

Total  

11 
12 
21 
22 
31 
32 
41 
42 

From above table and chart we can infer that among males  8 are extremely unlikely 2 are unlikely 14 are neutral  
22 are likely 4 are extremely likely. Among females we can observe that 4 are extremely unlikely 4 are unlikely 24  
are neutral 20 are likely 3 are extremely likely.  

74  
Cross Tabulation of Gender and How likely they feel  
towards the brand.  

Row Labels   Count of Gender  

1
1 6
2 3
3 14  
4 20  
5 7
2
1 5
2 5
3 20  
4 25  
Grand Total   105  

Total  

11 
12 
21 
22 
31 
32 
41 
42 

75  
From above table and chart we can infer that among males  

• 6 are extremely unlikely  

• are unlikely  
• 14 are neutral  
• 20 are likely  
• 7 are extremely likely  

And among females  

• are extremely unlikely  

• are unlikely  
• 20 are neutral  
• 25 are likely  

76  
Cross Tabulation of Gender and how likely are you  
with the products of the brand  

Row Labels   Count of Gender  

1
1 7
2 6
3 8
4 27  
5 2
2
1 8
2 4
3 7
4 34  
5 2
Grand Total   105  

Total  

11 
12 
21 
22 
31 
32 
41 
42 

77  
From above table and chart we can infer that among males  

• 7 are extremely unlikely  

• 6 are unlikely  
• 8 are neutral  
• 27 are likely  
• are extremely likely  

And among females  

• 8 are extremely unlikely  
• are unlikely  
• 7 are neutral  
• 34 are likely  
• are extremely likely  

We can also infer that between male and female, females are more likely towards the brand Samsung Smartphones.  

78  
Cross Tabulation of Educational Qualification and  
Have you used Samsung smartphones earlier  
Row Labels   Count of Educational Qualification  
1
1 4
2 2
2
1 38  
2 10  
3
1 39  
2 9
4
1 3
Grand Total   105  

Total  

11 
12 
21 
22 
31 
32 
41 

79  
From above chart and table we can infer that  

Among intermediates  

• 4 have used earlier  

• 2 have not used earlier  

Among Undergraduates  

• 38 have used earlier  

• 10 have not used earlier  

Among post graduates  

• 39 have used earlier  

• 9 have not used earlier  

Among others  

• 3 have used earlier  

• 0 have not used earlier  

We can also infer that Majority of people who has used Samsung smartphone earlier belong to postgraduates or  
undergraduate category.  

80  
Cross Tabulation of Educational
12
Qualification and Do  
you use Samsung Smartphones  
Row Labels   Count of Educational Qualification  
1
1 4
2 2
2
1 15  
2 33  
3
1 29  
2 19  
4
1 1
2 2
Grand Total   105  

11 
12 
21 
22 
31 
32 
41 
42 

81  
From above chart and table we can infer that  

Among intermediate  

• respondents Use  
• respondents Do not use Samsung smartphone  

Among Under graduate  

• 15 respondents Use  
• 33 respondents Do not use Samsung smartphone  

Among Post graduates  

• 29 respondents Use  
• 19 respondents Do not use Samsung smartphone  

Among others  

• 1 respondents Use  
• respondents Do not use Samsung smartphone  

We can also infer that most respondents that use Samsung smartphones are post graduates.  

And most respondents that do not use Samsung smartphones are under graduates.  

82  
 Cross tabulation of Gender and Annual Income  

Row Labels   Sum of Gender  

1
1 27  
2 7
3 10  
4 6
2
1 84  
2 10  
3 14  
4 2
Grand Total   160  

Total  

11 
12 
13 
14 
21 
22 
23 
24 

From above chart and table we can infer that  

27 males and 84 females had income below 25000.  
7 males and 10 females had income of 25000-50000.  
10 males and 14 females had income of 500000-80000 and  
6 males and 2 female has income above 80000.  

83  
 Chapter 10:-  
LIMITATION  

84  
 Limitation  

➢ Reliability of the data collected as the respondents werebiased.  

➢ Time constraint is19one of the major obstacle of the survey.  
➢ Respondent’s unwillingness to fill the questionnaire.  
➢ Insufficient amount of funds for conducting the survey  

85  
 Chapter 11:-  
SUGGESTION  

86  
 SUGGESTIONS  

43 35
Based on the findings of the study the following suggestions are made for attractingthe  
consumers towards samsung cellular instrument and increase the market share.  

1. As per survey the suggestion is company should be introduce latest mobile phone and with  
more latest feature for economy class in economical prices  

2. The mobile sellers should take necessary measures to increase the number of servicecentres in  
rural areas and try to offer free service for rural people.  

3. The Government and TRAI should intervene and regulate the cost, facilities and system of  
mobile  

4. The samsung mobiles bring more add on facilities in their mobiles, but all the customers are  
unable to access it due to lack of the awareness. hence, the companycan come forward for free  
demonstration to all the consumers and they may createa chance to use all these services.  

5. The company has to bring safety locking system of mobile for eradication of the misusing the  
mobile and create an awareness about usage method to protect health hazardous.  

6. The company shall introduce water proof mobile and unbreakable body to their valuable  
customers because so many customers drown their mobile.  

87  
Chapter12:-  
FINDING  

88  
FINDINGS  
46
The Following Are the Significant Findings That Have Been Noted from The Personal  
10
Information of The Respondents Through This Study.  

• From the Study It Is Found That more than 70% of respondents belong to category of  
18-25 hence majority of respondents are young.  

• 40% Of Respondents Are Male And 60% Respondents Are Female.  

• In Research Majority of people (around 60%) are Post Graduate or Under Graduate.  

• In Finding around 65% of respondents earn less than 25000 according to question no. 4  

• In Survey majority of respondents are Students.  

• We can also infer from the survey that majority of respondents who participated in the survey are have  
already used Samsung mobile at least once in the life time. Hence there is proper awareness of the  
brand among selected sample.  

• In Survey 46% Are Using Samsung Mobile currently.  

• According to survey most respondents are likely to use Samsung smartphones in future.  

56
• In survey majority of respondents chose option the option of switching when asked whether they  
would switch the brand if they were given an option to do so.  

19
• In survey we can find that the most of the existing customers of Samsung are loyal towards the brand  
because of the quality of the product.  

• Around 40% of the respondents were likely recommend the Samsung smartphones to their friends and  
family.  

89  
• 42.8% of respondents feel positive towards the brand. This depicts that brand has the good  
reputation among its consumers and potential customers.  

• Majority of respondents around 95% are unmarried  

90  
 Chapter 13:-  
CONCLUSION  

91  
CONCLUSION  

24
➢ We can gather that majority of the respondents have used Samsung smartphone  

earlier which definitely makes Samsung a popular brand in smartphone market.  

➢ By conducting the survey we came to know that majority of people would not prefer  

using the product of the brand again.  

➢ We can say majority of respondents had positive feeling towards the brand Samsung  

smartphone.  

92  
BIBLIOGRAPHY  

93  
BIBLIOGRAPHY  

➢ https://www.samsung.com/in/smartphones/  

➢ https://news.samsung.com/global/  

➢ https://www.sammobile.com/news/  

➢ https://www.news18.com/topics/samsung/  

94  
Questionnaire  

95  
 Questionnaire  

Age  

❑ 18-25  
❑ 26-35  
❑ 36-45  
Gender  

❑ Male  
❑ Female  
❑ Other  
Educational Qualification  

❑ Intermediate  
❑ Undergraduate  
❑ Post graduate  
❑ Other Annual  

96  
 Income  

❑ Below 250000  
❑ 25000-500000  
❑ 500000-800000  
❑ Above 800000  
Occupation  

❑ Student  
❑ Business  
❑ Employee  
❑ Other  
Marital Status  

❑ Married  
❑ Unmarried  

Do you use Samsung smartphone?  

❑ Yes  
❑ No  

Have you used Samsung smarthpnes?  

❑ Yes  
❑ No  

97  
Would you prefer using Samsung smartphone again?  

❑ Yes  
❑ No  

How satisfied are you with the product and services of the brandSamsung in the case of  

smartphones?  

❑ Very dissatisfied  
❑ Dissatisfied  
❑ Unsure  
❑ Satisfied  
❑ Very satisfied  

98  
How likely are you to use Samsung smartphone in the future?  

❑ Extremely Unlikely  

❑ Unlikely  
❑ Neutral  
❑ Likely  
❑ Extremely likely  
If you were given an option to switch over other brand would you switch?  

❑ Yes  
❑ No  
What features can be added which would make you more loyaltowards the brand?  

❑ After sale service  

❑ Additional features in product  
❑ More availability of retail outlets  
❑ More price benefit  

99  
What are existing features which keeps you loyal towards thebrand?  

❑ After sale service  

❑ Product itself  
❑ Availability of retail outlets  
❑ Price benefit  
How likely are you in recommending Samsung smartphones toyour friends and family?  

❑ Extremely Unlikely  
❑ Unlikely  
❑ Neutral  
❑ Likely  
❑ Extremely likely  

100  
How positive do you feel towards the brand Samsung when it comes to smartphones?  

❑ Very negative  
❑ Negative  
❑ Neutral  
❑ Positive  
❑ Very positive  

101