A PROJECT REPORT ON

“CUSTOMER'S PERCEPTION TOWARDS SAMSUNG

SMARTPHONE”

Submitted in partial fulfillment of the requirements

for the award of Degree

OF

BACHELOR OF BUSINESS
ADMINISTRATION

SESSION (2022-23)

Submitted to - DR.KP SINGH

Submitted by - ABHAY SISODIYA

Under the guidance of - DR.KP SINGH

Name of Student – Abhay Sisodiya

Roll No. 0501402

CLASS- BBA 3rd Year

BATCH (2020-2023)
COLLEGE CERTIFICATE

Certified that This project report entitles “CUSTOMER'S PERCEPTION TOWARDS

SAMSUNG SMARTPHONES” has been prepared by Mr/Ms Abhay Sisodiya. Of BBA
3rd year during session 2020-23 Under The supervision of DR.KP SINGH

The project report is up to standard, and I forward it to the principal of Axis Institute of
Higher Education for getting it evaluated as per the ordinance governing the BBA course.

Date: Signature:

Name: Abhay sisodiya

Designation:
 STUDENT DECLARATION

I ABHAY SISODIYA student of B.B.A at Axis Institute of higher Education,

Kanpur of hereby declare that the Project work entitled “CUSTOMER

PERCEPTION TOWARDS SAMSUNG SMARTPHONE'S” is compiled and

submitted under the guidance of Mr. KP SINGH, Assistant professor, AIHE.

This is my original work.

Whatever information provided in this project report is true to the best of my knowledge.

Name: Abhay Sisodiya

BBA Third year

Roll No: 0501402

ACKNOWLEDGMENT

A truly independent project is a contradiction in terms of what it is.

Every project involves the contribution of many people. This project also earns the imprints
of many people, and it is a pleasure to acknowledge all of them.

I take this opportunity to convey my heart filled thanks to my project guide “DR. K.P Singh”
who has been a source of guidance and has given constant encouragement to complete this
project. I extend my gratitude to management authorities, classmates and friends who were
helpful at every step.

I am also extremely thankful to all those people who have positively helped me and who
responded to my questionnaire, around whom the whole project cycle revolves. I also thank
all my friends who contributed to the preparation of this project report. I will always be
indebted to them.

Finally, we would be falling short of duties if I don’t mention. My sincere thanks to all the
staff members for providing me with immense help.

PREFACE

Despite the theoretical gained through classroom study, a person is incomplete if not
subjected to practical exposure of corporate world and may have to face hurdles, which will
be difficult to overcome without any firsthand experience of business.

In the context, research programs have been designed to make the person aware of the
happenings of the genuine business world. The research entitled “Consumer Perception
Towards Samsung Smartphone’s” has been done at a completion part of BBA program. I
whole hardly appreciated the harmonic atmosphere supported me by the staff of marketing.
The data has been collected at a primary source through with the customers and discussions
with the retailer of different sections. The data used in this project report is secondary data.
This secondary data obtained was mostly collected from the management. It would have been
impossible to complete my research report. I reckoned & within such a limited time. For this
nice obliged to them.

TABLES OF CONTENTS

CHAPTER NO. CONTENTS PAGE NO:

LIST OF TABLES

LIST OF FIGURES

CHAPTER 1 INTRODUCTION 1-3

CHAPTER 2 REVIEW OF 4 – 11
LITERATURE
 CHAPTER 3 INDUSTRY AND 12– 14
COMPANY PROFILE

CHAPTER 4 DATA ANALYSIS AND 15– 35

INTERPRETATION

CHAPTER 5 FINDINGS, 36– 37

SUGGESTIONS &
CONCLUSION

BIBLOGRAPHY

ANNEXURE

LIST OF TABLES

TABLE TITLE PAGE NO:

NO:

4.1 Table showing mobile phone user percentage. 15

4.2 Table showing number of respondents who are aware of 16

Samsung brand

4.3 Table showing Samsung mobile user percentage 17

4.4 Table showing earlier mobile brand used by respondents 18

4.5 Table showing the reason for giving up earlier brand 19

4.6 Table showing the factors influencing while buying mobile 20

4.7 Table revealing the brand name influence when buying 21

mobile

4.8 Table showing the opinion of users whether price an 22

imperative factor to consider

4.9 Table showing comparison of mobile brand with 23

Samsung mobile

4.10 Table showing do they faced any problem because of 24

Samsung

4.11 Table showing problems faced while using Samsung 25

Mobile

4.12 Table showing opinion about build quality of Samsung 26

mobile

4.13 Table showing the factors that influences users to buy a 27

Samsung mobile

4.14 Table showing whether Samsung offer value for money 28

4.15 Table showing favorite feature in Samsung mobile 29

4.16 Table showing opinion about the battery back up 30

4.17 Table showing opinion about the customer service of 31

 Samsung

4.18 Table showing whether user is getting to receive regular 32

software updates

4.19 Table showing the number of users who will suggest 33

Samsung to friends and relative

4.20 Table showing preference in next purchase 34

4.21 Table showing the level of satisfaction/rating towards 35

Samsung mobile

LIST OF CHARTS

FIGURE TITLE PAGE NO:

NO:

4.1 Chart showing mobile phone user percentage. 15

4.2 Chart showing number of respondents who are aware of 16

Samsung brand

4.3 Chart showing Samsung mobile user percentage 17

4.4 Chart showing earlier mobile brand used by respondents 18

4.5 Chart showing the reason for giving up earlier brand 19

4.6 Chart showing the factors influencing while buying mobile 20

4.7 Chart revealing the brand name influence when buying 21

mobile
4.8 Chart showing the opinion of users whether price an 22
imperative factor to consider

4.9 Chart showing comparison of mobile brand with Samsung 23

mobile

4.10 Chart showing do they faced any problem because of 24

Samsung

4.11 Chart showing problems faced while using Samsung Mobile 25

4.12 Chart showing opinion about build quality of Samsung 26

mobile

4.13 Chart showing the factors that influences users to buy a 27

Samsung mobile

4.14 Chart showing whether Samsung offer value for money 28

4.15 Chart showing favorite feature in Samsung mobile 29

4.16 Chart showing opinion about the battery back up 30

4.17 Chart showing opinion about the customer service of 31

Samsung

4.18 Chart showing whether user is getting to receive regular 32

software updates

4.19 Chart showing the number of users who will suggest 33

Samsung to friends and relative

4.20 Chart showing preference in next purchase 34

4.21 Chart showing the level of satisfaction/rating towards 35

Samsung mobile
 CHAPTER-1

INTRODUCTION

1.0 Introduction
Samsung Group, a South Korean multinational conglomerate headquartered in Samsung
Town, Seoul. It comprises numerous affiliated businesses, most of them united under the
Samsung brand, and is the largest South Korean chaebol (business conglomerate). Lee
Byung-Chul founded Samsung in 1938 as a trading company. Over the next three decades,
the group diversified into food processing, textiles, insurance, securities, and retail. Samsung
entered the electronics industry in the late 1960s. Following Lee’s death in 1987, Samsung
was separated into five business groups. Samsung Mobile Division is one of five divisions
within Samsung Electronics, belonging to the Samsung Group, and consists of the Mobile
Communications Division, Telecommunication Systems Division, Computer Division, MP3
Business Team, Mobile Solution Centre, and Telecommunication R&D Centre.
Telecommunication Business produces a full spectrum of products from mobiles and other
mobile devices such as MP3 players and laptop computers to telecommunication network
infrastructure. Headquarters is in Suwon, South Korea. Samsung Electronics Co., Ltd. is a
global leader in semiconductors, telecommunications, digital media, and digital convergence
technologies. Employing approximately 222,000 people in 205 offices across 71 countries,
the company runs two separate organizations to coordinate its nine independent business
units: Digital Media & Communications, forming Visual Display, Mobile Communications,
Tele-communication Systems, Digital Appliances, IT Solutions, Digital Imaging; and Device
Solutions. The number of mobile subscribers in India has overgrown in the last four years,
expected to show rapid growth over the following years. Recent years have seen an explosion
in Mobile Brands and their innovations in features, performance, aesthetics, and price.
Mobile companies are springing up to offer their best.

Samsung has been one of the largest manufacturers in the world. They have captured the
entire market in a brief time

Samsung mobiles are now marketing in several Asian and European countries. The
innovative features and build quality made Samsung a favorite of millions. In the year 2011,
Samsung was the largest vendor of smartphones in India. These phones come in all ranges
and supply good services. It has not only captured the market but made a special place in the
hearts of many users. Other mobile brands could not afford to ignore this vast and potential
total addressable market and are giving tough competition to Samsung.

1.1 Statement of the problem

In the present scenario, cellular phone companies have heavy competition in the mobile
market. The study covers the buying behaviors of consumers and the features that make
Samsung mobile different from others. Furthermore, this study also covers their strategies
exercised by the company to be the first in

India.

1.2 Scope of the study

The scope of the study is to find the product features, buying motives, and behaviors of
students in the AXIS INSTITUTE OF HIGHER EDUCATION.

1.3 Objectives of the study

• To know the consumer opinion towards Samsung mobiles.
• To show the factors figuring out the purchasing behavior of people.
• To find multiple strategies to enhance the consumer belief towards Samsung mobiles

1.4 Research design

1.4.1 Nature of study

The nature of study is descriptive.

1.4.2 Nature of data

The study is based on both primary and secondary data.

1.4.3 Source of data

Primary data is collected through a questionnaire. Secondary data is also applied in the study
for a proper understanding of the concepts used in the study.
1.5 Sample design
Considering the time factor and the cost involved in random sampling, Stratified sampling
was used to select the respondents. To have a wider group of respondents suitable for study,
the respondents were chosen based on their specialization. 20 students were selected from
B.COM and 30 students were selected from BBA.

1.5.1 Nature of population

A questionnaire has been distributed to the students at AXIS COLLEGE.

1.5.2 Sample unit

The sample unit is students at AXIS COLLEGE

1.5.3 Methods of sampling

Stratified sampling

1.5.4 Size of sample

Sample size is 55 for convenience.

1.6 Tools of analysis

The following tools are used in the study

• Percentage analysis chart.

• Chart

1.7 Limitation of the study

• One of the important disadvantages of this study is based only in college the result
may not be taken as a universal suggestion
• The customers belief may change following time
• The increasing number of competitors is also a leading disadvantage which makes it
too hard to guess Samsung mo
 CHAPTER-II

REVIEW OF LITERATURE

2.1 Conceptional Review

This chapter deals with the review of literature. Review of literature is divided into two parts,
conceptual and empirical. Conceptual literature includes explanation of various concepts used
in the study.

2.1.1 Consumer perception

Consumer perception can make or break a brand. Everything that a company does affects
customer perception. Consumer perception refers to the customer's opinion of a business or
product. It summarizes how customers feel about a brand which includes every direct or
indirect experience they've had with your company.

A happy customer is satisfied with the experience that he has with a product or a service. The
customer perception is built around the experience that a customer has with a product.
Measuring consumer perception requires you to gather a variety of qualitative and
quantitative data. Reviews, surveys, and customer interviews are used to get an accurate view
of customer perception.

2.1.2Why Consumer Perception Matters

Consumer experience will overtake price and product as the key brand differentiator in the
future. In other words, we are not far from a world where customers' perception of both brand
and quality of service could take precedence over conventional competitive advantages like
pricing, features, or usability

2.1.3 Ways to Improve Customer Perception

1. Look inward.

One of the biggest obstacles businesses often must overcome to improve customer perception
is themselves and their approach to customer success. While it's valuable to have direction,
too much process and protocol can get in the way of fundamental human interactions. To
ensure the business is not getting in its way, take the time to evaluate the existing approach.

2. Strike an emotional chord with customers.

"Our research across hundreds of brands in dozens of categories shows that the most effective
way to maximize customer value is to move beyond mere customer satisfaction and connect
with customers at an emotional level -- tapping into their fundamental motivations and
fulfilling their deep, often unspoken emotional needs," explains Alan Zerfas and Daniel
Leemon.

Building solid bonds and promoting a positive experience must demonstrate a long-term
interest and commitment to the relationship through every touchpoint. This task requires
digging beyond the surface and actively listening to a customer's needs and goals while also
tuning in to the details they are leaving out. This attention to detail can be achieved by
applying sound and communication expert Julian Treasure's simple listening acronym,
RASA:

• Receive
• Appreciate
• Summarize
• Ask
3. Lean on positive language.

Dr. Barbara Fredrickson, a leading researcher on the study of positivity, suggests that positive
emotions have the power to open us. In other words, these feelings allow us to see more --
they change our perspective and our understanding of possibilities.

People are often hesitant to introduce these types of positive emotions in the business world,
operating under the notion that it is not suitable or minimized. However, according to
University of Haifa Professor Dana Yagil's research, suppressing employees' interpersonal
emotions could lead to a decline in customer satisfaction.

4. Commit to consistency.

When evaluating consistency, it is essential to take a step back and consider its role in the
customer onboarding process.

To tee up a positive customer perception from the start, you'll want to ensure that the hand-
off from sales to support or customer success is fluid and reflective of how you want folks to
view the brand. To achieve this type of pleasant experience, it's helpful to establish core
operating values like respect, integrity, and customer focus to serve as a framework for all
brand interactions.
5. Fill in skill gaps before they become evident.

Modern customer service professionals know how to treat a customer like a human. They
know when to be proactive, when to ask clarifying questions, and what to do when they don't
have the answer right away. These are all skills that help to comprise a positive customer
perception.

However, this skillful approach to service and customer relationship building doesn't come
without proper training and a commitment to continuous learning. Moreover, as the industry
standard continues to shift to meet the empowered, informed customer demands, folks in
customer-facing roles need to keep pace. Both as an individual and larger organization must
be aware of the skills and service areas that need improvement and are willing to invest in
software and training to bridge the skills gap.

6. Break down data silos.

A data silo is a piece of information that's only accessible by one team or department. This
not only slows down internal processes but also creates negative interactions with customers.
Customers want transparency and will get easily frustrated if they think you're withholding
information. For example, airlines are often criticized for poor customer service. That's
because airport security makes it difficult for employees to share information. When flights
get delayed or canceled, gate attendants aren't allowed to reveal specific details about the
problem. While this data silo keeps passengers safe, customers understand less when their
goals aren't being met.

Data management plays a crucial role in enhancing customer experience. The correct data
management software leads to more personalized interactions and improved customer
perception.

7. Collect customer feedback.

Customer perception cannot be improved without knowing what customers already think
about the company. By collecting customer feedback, you'll know exactly how they feel
about each aspect of the business. Customer feedback can be collected in a few diverse ways.
The trendiest way is using surveys or questionnaires, or polls. Regardless of what they find,
customers will always appreciate their efforts to consider their suggestions.

Additionally, one of the biggest challenges businesses faces is getting participants to submit
feedback. Unless the customer has a strong opinion of the brand, they may not be interested
in taking a survey. This leaves feedback only consisting of either highly positive or highly
negative reviews. Offering an incentive for submitting customer feedback should get a more
accurate feel for customer perception.
8. Follow up with customers after every interaction.
Following up with customers may seem trivial; however, it's a small investment that rewards
a significant payout. Studies show that leaders are nine times more likely to re-engage with
the company if they follow up with them within five minutes of their interaction. Motivating
customers to return to business strengthens the relationship with them and increases customer
loyalty.

Follow-up messages present the opportunity to enhance the customer's experience or prevent
potential churn. For example, after a positive interaction, we can use a follow-up call to
upsell and cross-sell. Since the customer just had a pleasant experience, they'll be more likely
to upgrade or buy another product.

On the other hand, if a customer's experience was negative, they can use follow-up to collect
customer feedback. Ask them why their experience was poor and assure them that business is
still the best option for achieving their goals. 11% of customer churn can be prevented just by
making contact after a negative experience. That means the company will save one out of
every ten customers simply by sending an email or making a phone call.

2.1.4 Positive Perception

The bar for customer expectations is expanding. They want to eliminate the complexity
involved in solving their problem, and they want to know when it is appropriate to balance
automation vs. human outreach.

If a company or brand fails to acknowledge this variation, they can expect the brand
perception to take a hit. However, if they get the wheels turning back in the right direction,
emphasizing that perceived experience with the brand will enjoy a better outcome.

2.2 Empirical Literature

Review of related literature is one of the first steps in the research process. It consists of a
summary of research findings carried out on the same directly and indirectly related topics.
This review provides insight to the researchers regarding what is already known and what
remains to be tested regarding research.

Therefore, this chapter aims to review the literature on mobile phone-related work. In other
words, the studies have been undertaken by various researchers in India and abroad
concerning mobile phone purchase preferences.

• Dr. Dawar Sunny (2019) Samsung brand is considered the most preferred brand in
Rajasthan over Videocon. The results have shown that Samsung consumers appear to
be brand loyal, willing to pay a premium price and have a greater community sense
than Videocon consumers. The data was collected using the consumer survey method.
The usable questionnaires were collected from 275 consumers.
• Mr. Ban Kapur Banga Rappa and Dr. Shiralashetti A.S (2017) Customers
preferred brand image, features, battery backup, and resale value with an expected
 price. Today, every company is facing tough competition in the world. Customer
satisfaction is the most critical event in management, and companies are trying to
identify the needs, wants, and demands of the customers.
• Joel Baulieux (2017) despite its clear advantage, cellular phone use has been
associated with harmful or potentially disturbing behaviors; the mobile phone's
problematic use is considered an inability to regulate one's mobile use.
• Gupta Ridhi and Priyanka (2016) social media like Facebook, Twitter, and
Instagram have become an essential part of our lives. The number of users on social
media is increasing day by day. With the help of social media, it is possible to
communicate with customers effectively. It provides a platform to interact with
consumers. With the help of such interaction, it is possible to identify the needs and
wants of consumers. From numerous studies, it is found that consumers can make
decisions related to purchase and help to formulate marketing strategies. Due to the
importance of social media, marketers advertise their products through social
networking sites. Social media is also having a positive impact on the buying behavior
of a consumer. Due to its importance in the present scenario, it is essential to study its
effects on consumers' buying behavior regarding Samsung Smartphone.
• Kannusamy K and Karthika S (2015) Customer's satisfaction is a growing concern
among Indian businesses. The consumer with higher education, information, and
awareness demands better value for money. Retaining current customers and winning
future customers is becoming an increasingly challenging task for Indian marketers.
Today, the customers are considered kings, and their buying behavior has become the
focal point of the business world's attention. Globalized companies face stiff
competition and have to develop products and strategies to attract customers.
• Mrs. Jagadambal A and Mrs. Karpa Ambigai K (2015) Business always starts and
closes with customers and hence the customers must be treated like the King of the
market. All the business enhancements, profit, status, image of the organization
depend on customers. Hence all organizations need to meet all the customers'
expectations and identify that they are satisfied customers.
• Subramanyam and Venkateswar Lù (2012) income, advertising, and education
level in a family determine factors of owning a phone set. The study was conducted
on factors influencing mobile phone buyers' buyer behavior in India's Kadapa district.
The researchers study the distinct types of marketing strategies that play in the
consumer buying process.
• Mack and Sharpies (2009) showed that availability is the most crucial determinant
of mobile choice. Other attributes, particularly features, aesthetics, and cost, have
implications for mobile brand choice.
• Liu (2002) in a recent paper, analyzed and found that the choice of the mobile phone
is characterized by two distinct attitudes towards brands: attitudes towards the mobile
phone brand and attitude towards the network. A customer's choice of mobile phone
brand is mainly affected by new features more than size. This trend of choosing is
towards phones with a better capacity larger screen.
• Lee and feich (2001) argue that customer satisfaction contributes positively to
customer retention. Lee and feich (2001) found that switching cost plays a vital role in
explaining the link. Switching costs further linked with quality. The mobile
company's focus on quality will increase customer satisfaction.
 CHAPTER-III
INDUSTRY AND COMPANY PROFILE
3.1 Industry Profile
 The Indian mobile industry is the fastest-growing globally, and India continues to add
more mobile connections every month than any other country in the world. The
telecom boom in the country provides excellent opportunities to handset
manufacturers. India is currently facing the onslaught of cheap sub-standard Chinese
phones, which occupy 25% of the market.
 India is the world's second-largest telecom market, after China. In India, handsets are
categorized as high, medium, low. The medium cost segment is likely to be the
fastest-growing segment in terms of volume; affordability of feature-rich handsets is
also expected to be a key enabler of handset adoption.
 The Indian mobile handset market has gotten even more crowded and fragmented in
the lower and mid–market segment due to inexperienced players' entry offering
innovative models at attractive prices to lure buyers. There is a massive demand for
low-cost handsets of the total handsets' sales. Most of the volume is where one will
find most Indian and Chinese manufacturing playing. Low-cost devise will grab 60%
of the market over the next 3 – 4 years. One can get a headset cheaply with features
like a good memory, touch screen, cameras, more extended battery like, etc. Many of
the Indian manufacturers are in the low-price band, which is why the market is
looking quite competitive. However, if they move up the price band, then they face
competition from global players. When the low-end segment customer goes for repeat
purchases, they go for low-cost mobile phones with extra features. Many of them are
willing to pay higher prices for the new features, and vendors are taking advantage of
the customer's psychology by assessing these factors.

3.2 Company profile

 The Samsung Group (Korean: 삼성 ) is a South Korean multinational conglomerate
headquartered in Samsung Town, Seoul. It comprises numerous affiliated businesses,
most of them united under the Samsung brand, and is the largest South Korean
chaebol (business conglomerate).
 Lee Byung-Chul founded Samsung in 1938 as a trading company. Over the next three
decades, the group diversified into food processing, textiles, insurance, securities, and
retail. Samsung entered the electronics industry in the late 1960s. Following Lee's
death in 1987, Samsung was separated into five business groups. Samsung Mobile
 Division is one of five divisions within Samsung Electronics, belonging to the
Samsung Group, and consists of the Mobile Communications Division,
Telecommunication Systems Division, Computer Division, MP3 Business Team,
Mobile Solution Centre, and Telecommunication R&D Centre. Telecommunication
Business produces a full spectrum of products from mobiles and other mobile devices
such as MP3 players and laptop computers to telecommunication network
infrastructure. Headquarters is in Suwon, South Korea.
 Samsung Electronics Co., Ltd. is a global leader in semiconductors,
telecommunications, digital media, and digital convergence technologies. Employing
approximately 222,000 people in 205 offices across 71 countries, the company
operates two separate organizations to coordinate its nine independent business units:
Digital Media & Communications, comprising Visual Display, Mobile
Communications, Tele-communication Systems, Digital Appliances, IT Solutions,
Digital Imaging; and Device Solutions, consisting of Memory, System LSI, and LCD.
Recognized for its industry-leading performance across various economic,
environmental, and social criteria, Samsung Electronics was named the world’s most
sustainable technology company in the 2011 Dow Jones Sustainability Index. In 2007
Samsung Mobile Division Business reported over 40% growth and became the
second-largest mobile device manufacturer in the world. Samsung introduced its first
mobile phone to India in 2004. In 2008, Samsung Electronics' Telecommunication
Business declared its new business strategy focusing on consumer and marketing.
Samsung mobile phones are divided into six major categories – Style, Infotainment,
Multimedia, Connected.
 Samsung Group consists of the Mobile Communications Division,
Telecommunication Systems Division, Computer Division, MP3 Business Team,
Mobile Solution Centre, and Telecommunication R&D Centre.

3.3 Samsung’s Current Position in the Smartphone Market

 Samsung Electronics, a global leader in technology and innovation, has established a

strong foothold in the smartphone market. As of the knowledge cutoff in 2021,
Samsung held a significant market share and boasted a wide range of smartphones
catering to various consumer segments.

 In terms of market share, Samsung consistently ranks among the top smartphone
manufacturers globally. According to market research firms like IDC and
Counterpoint Research, Samsung held the highest market share in the global
smartphone market for several quarters. Its success can be attributed to factors such as
brand reputation, product quality, and extensive distribution networks.
 Samsung’s success can be attributed to its competitive advantages, which have helped
it maintain its market position. One key advantage is its diverse product portfolio.
Samsung offers smartphones across various price segments, ranging from budget-
friendly devices to premium flagship models. This comprehensive range enables
Samsung to target different consumer segments and cater to a wide range of
preferences and budgets.

 Furthermore, Samsung’s focus on innovation and design has been instrumental in its
success. The company has a strong track record of introducing new features and
technologies in its smartphones. For instance, it pioneered the introduction of curved
edge displays, which not only enhanced the aesthetics of its devices but also provided
additional functionality. Samsung’s commitment to innovation has allowed it to
differentiate its products and maintain a competitive edge in the market.

 Market segmentation and targeting have been key strategies for Samsung. By
understanding the diverse needs and preferences of consumers, Samsung has been
able to create smartphones tailored to specific market segments. For example, it offers
devices with larger displays and powerful processors for gamers and multimedia
enthusiasts, while also providing compact and budget-friendly options for users
seeking more affordable smartphones. This targeted approach has helped Samsung
attract and retain a broad customer base.

 Another crucial aspect of Samsung’s success is its robust supply chain management
and manufacturing capabilities. Samsung has control over its entire supply chain,
from sourcing components to manufacturing the final products. This vertical
integration allows the company to optimize production processes, ensure quality
control, and swiftly respond to market demands. Additionally, it enables Samsung to
reduce costs and maintain competitive pricing.

 Effective marketing and branding strategies have played a significant role in

Samsung’s market position. The company has consistently invested in extensive
marketing campaigns, including celebrity endorsements, sponsorships, and
advertising initiatives. Samsung’s strong brand recognition and association with
cutting-edge technology have helped build consumer trust and loyalty.

 In summary, Samsung has achieved a prominent position in the smartphone market

through a combination of factors. Its diverse product portfolio, focus on innovation
and design, market segmentation and targeting, robust supply chain management, and
 effective marketing and branding strategies have all contributed to its success. By
continuously adapting to evolving consumer demands and introducing new
technologies, Samsung has established itself as a leading player in the highly
competitive smartphone industry.

3.4 Samsung’s Approach to 5G

 With the advent of 5G technology, Samsung has been at the forefront of incorporating
this revolutionary advancement into its smartphones. Recognizing the immense
potential of 5G, Samsung has strategically positioned itself to leverage this
technology and provide enhanced user experiences, faster connectivity, and a wide
range of innovative applications.

 To integrate 5G technology into its smartphone lineup, Samsung has collaborated

closely with network providers worldwide. By partnering with leading telecom
operators, Samsung ensures that its devices are optimized to harness the full
capabilities of 5G networks. This collaboration enables Samsung to offer seamless
and high-speed connectivity, delivering faster downloads, reduced latency, and
enhanced multimedia experiences.

 Samsung has launched several flagship smartphone models with built-in 5G

capabilities. These devices are equipped with compatible modems and antennas to
support the faster speeds and increased bandwidth offered by 5G networks. By
introducing 5G-enabled smartphones, Samsung aims to cater to early adopters and
tech enthusiasts who seek the latest technological advancements. These flagship
devices not only demonstrate Samsung’s commitment to embracing cutting-edge
technology but also serve as a catalyst for driving wider 5G adoption.

 In addition to hardware integration, Samsung has also focused on developing 5G-

enabled services and applications. The company understands that 5G technology
opens up new possibilities for transformative experiences across various sectors.
Samsung has actively collaborated with developers to create innovative applications
that harness the potential of 5G. This includes applications in areas such as
augmented reality (AR), virtual reality (VR), gaming, healthcare, and smart cities.
 For instance, in the gaming industry, 5G technology enables cloud-based gaming
experiences with low latency and high bandwidth. Samsung has collaborated with
game developers and cloud gaming platforms to provide gamers with seamless and
immersive experiences on their smartphones. The low latency of 5G networks allows
for real-time multiplayer gaming and enhances the overall gaming performance.

 Moreover, Samsung has been investing significantly in research and development

(R&D) to drive future 5G advancements. The company has established research
centers and innovation labs dedicated to exploring the potential of 5G technology and
its applications. Through these initiatives, Samsung aims to develop new
technologies, improve network infrastructure, and pioneer breakthroughs in areas
such as network slicing, edge computing, and Internet of Things (IoT) connectivity.

 Samsung’s commitment to 5G extends beyond smartphones. The company has been

actively involved in 5G infrastructure development, including the production of
network equipment and solutions. This vertical integration allows Samsung to provide
end-to-end 5G solutions, encompassing both the devices and the underlying
infrastructure.

 Looking ahead, Samsung’s strategy for 5G involves expanding its 5G smartphone

lineup across different price points to cater to a wider audience. As 5G networks
become more widespread, Samsung aims to make 5G technology accessible to
consumers across various market segments. By offering mid-range and budget-
friendly 5G devices, Samsung aims to drive mass adoption of 5G technology and
accelerate the transition to a connected world.

 Furthermore, Samsung recognizes the potential of 5G in revolutionizing industries

beyond smartphones. The company is actively exploring partnerships and
collaborations with enterprises in sectors such as healthcare, manufacturing,
transportation, and entertainment to harness the transformative power of 5G. Samsung
envisions a future where 5G enables advanced telemedicine, smart factories,
autonomous vehicles, and immersive entertainment experiences.

 In conclusion, Samsung’s approach to 5G is comprehensive and forward-thinking.

The company has embraced 5G technology by integrating it into its flagship
smartphones, collaborating with network providers, developing innovative
applications, and investing in research and development. Samsung’s strategy extends
beyond smartphones, as it aims to leverage 5G to transform various industries and
 drive the adoption of connected technologies. With its strong commitment to
innovation

3.5 Future Outlook for Samsung’s Smartphone Strategy

 The future outlook for Samsung’s smartphone strategy is shaped by a combination of

anticipated growth, emerging challenges, opportunities in emerging markets, the
importance of sustainability, and exploration of new form factors and disruptive
technologies. Samsung must navigate these factors to maintain its competitive edge
and ensure continued success in the ever-evolving smartphone industry.

1. Anticipated Growth and Challenges in the 5G Era

The 5G era presents significant growth opportunities for Samsung. As 5G networks continue
to expand globally, the demand for 5G-enabled smartphones is expected to surge. Samsung,
with its strong foothold in the smartphone market and its early adoption of 5G technology, is
well-positioned to capitalize on this growth. The company’s commitment to integrating 5G
into its flagship devices and developing innovative 5G applications will be instrumental in
maintaining its market share and attracting consumers seeking cutting-edge technology and
enhanced connectivity.

 However, along with the growth potential, Samsung will face challenges in the 5G
era. Increased competition from other smartphone manufacturers also adopting 5G
technology is a key challenge. Samsung needs to continuously differentiate its
products, not just through 5G capabilities but also through innovative features, design,
and user experience. Additionally, the rapid pace of technological advancements in
the 5G landscape means that Samsung must stay ahead of the curve in terms of
research and development, ensuring its devices offer the latest and most compelling
features.

1.3 Opportunities for Expansion in Emerging Markets

Emerging markets offer significant growth opportunities for Samsung’s smartphone business.
As smartphone adoption continues to rise in these markets, Samsung can tap into the growing
consumer base. These markets often present unique challenges, such as affordability and
localization. Samsung’s strategy should involve developing cost-effective devices tailored to
the specific needs and budgets of consumers in emerging markets. Additionally,
customization of software and services to cater to regional preferences will be crucial.

 Samsung can leverage its existing brand recognition and extensive distribution
networks to gain a competitive edge in emerging markets. Strategic partnerships with
local retailers, mobile network operators, and regional manufacturers can help
Samsung penetrate these markets more effectively. Furthermore, Samsung’s focus on
mid-range and budget-friendly devices can resonate with price-conscious consumers
in emerging markets, providing an opportunity for market expansion.

2. Importance of Sustainability and Environmental Initiatives

 In an era of growing environmental awareness, sustainability and environmental

initiatives have become crucial factors for consumer decision-making. Samsung must
prioritize sustainability in its smartphone strategy to align with evolving consumer
values and expectations.

 To address sustainability concerns, Samsung can focus on several key areas. Firstly,
the company can develop smartphones with longer lifecycles, emphasizing durability
and repairability to reduce electronic waste. Secondly, Samsung should explore eco-
friendly manufacturing processes and materials, ensuring responsible sourcing and
reducing the environmental impact of production. Additionally, initiatives such as
recycling programs and eco-friendly packaging can demonstrate Samsung’s
commitment to sustainability and resonate with environmentally conscious
consumers.

 Moreover, Samsung can leverage its technological expertise to contribute to

sustainable solutions beyond smartphones. For example, integrating energy-efficient
features and optimizing power consumption in its devices can help users reduce their
environmental footprint. Samsung can also explore partnerships and collaborations to
develop innovative applications of smartphones in areas like smart energy
management, sustainable transportation, and environmental monitoring.
 3. Exploration of New Form Factors and Disruptive Technologies

To stay ahead of the competition and meet evolving consumer demands, Samsung should
explore new form factors and disruptive technologies. One such example is foldable
smartphones, which offer a unique user experience and expanded functionality. Samsung has
already introduced foldable devices like the Galaxy Fold and Galaxy Z Flip, and continued
innovation in this area can help the company differentiate itself and capture the interest of
tech enthusiasts.

 Flexible display technology is another area where Samsung can drive innovation.
 In an ever-evolving smartphone industry, the exploration of new form factors and
disruptive technologies is crucial for Samsung to maintain its competitive edge and
captivate consumers’ attention. By pushing boundaries and introducing innovative
designs and functionalities, Samsung can redefine the smartphone experience and
create new opportunities for growth.

 One area of exploration for Samsung is the development of foldable smartphones.

Foldable devices offer a unique form factor that combines the portability of a
smartphone with the expanded screen real estate of a tablet. Samsung has already
made significant strides in this direction with the introduction of devices like the
Galaxy Fold and Galaxy Z Flip. These devices feature flexible displays that can be
folded and unfolded, providing users with a versatile and immersive experience.

 Foldable smartphones have the potential to revolutionize the way we interact with our
devices. They offer the convenience of a compact form factor for everyday use, while
also delivering a larger display for multimedia consumption, productivity tasks, and
immersive gaming experiences. As Samsung continues to invest in research and
development, we can expect to see further improvements in durability, screen
technology, and form factor innovation in future foldable devices.

 Another area of exploration is the integration of disruptive technologies into

smartphones. Samsung can leverage emerging technologies such as augmented reality
(AR), virtual reality (VR), artificial intelligence (AI), and 5G connectivity to enhance
the capabilities and functionalities of its smartphones.
 AR and VR technologies can transform the way users interact with their devices,
opening up new possibilities for immersive gaming, virtual travel experiences, and
enhanced productivity applications. By integrating these technologies into its
smartphones, Samsung can create a more immersive and engaging user experience,
providing consumers with new ways to explore and interact with digital content.

 AI is another transformative technology that can be leveraged to enhance smartphone

functionalities. By incorporating AI-powered features into its devices, Samsung can
deliver personalized experiences, intelligent virtual assistants, and advanced camera
capabilities. AI can enable features like smart scene recognition, real-time language
translation, voice control, and predictive suggestions, making smartphones more
intuitive and efficient.

 Furthermore, the deployment of 5G technology presents a host of opportunities for

Samsung to explore. 5G networks offer significantly faster speeds, lower latency, and
increased bandwidth, enabling a wide range of innovative applications and services.
Samsung can leverage the power of 5G to deliver seamless streaming, cloud-based
gaming experiences, augmented reality applications, and real-time communication.

 As Samsung continues to explore new form factors and disruptive technologies, it is

crucial to strike a balance between innovation and practicality. The introduction of
new form factors should not compromise essential aspects such as durability,
usability, and battery life. Additionally, while exploring disruptive technologies, it is
essential to ensure that they add tangible value to the user experience and address
real-world needs.

 In conclusion, Samsung’s exploration of new form factors and disruptive technologies

is pivotal for its future success in the smartphone industry. By pushing boundaries,
Samsung can redefine the smartphone experience, captivate consumers’ attention, and
drive market growth. Whether through the development of foldable smartphones,
integration of emerging technologies like AR, VR, and AI, or leveraging the
capabilities of 5G networks, Samsung has the potential to shape the future of
smartphones and provide users with transformative and immersive experiences.
Recommendations for Samsung’s Continued Success
To ensure continued success in the dynamic smartphone industry, Samsung should focus on
several key recommendations. These recommendations center around continuous innovation
and differentiation, strengthening partnerships, adapting to evolving consumer needs, and
prioritizing sustainability and corporate social responsibility.

 Focus on Continuous Innovation and Differentiation

 Innovation is a cornerstone of success in the smartphone industry. Samsung should
continue to invest in research and development (R&D) to drive technological
advancements and introduce innovative features and functionalities in its
smartphones. This includes advancements in areas such as camera technology, display
quality, battery life, processing power, and user interface.

 To foster innovation, Samsung can establish collaborative partnerships with

technology startups, universities, and research institutions. These collaborations can
provide access to emerging technologies, fresh ideas, and specialized expertise,
fueling Samsung’s innovation pipeline. Additionally, Samsung can organize
innovation challenges and competitions to engage external innovators and foster a
culture of creativity within the organization.

 Differentiation is equally important to stand out in a crowded marketplace. Samsung

should focus on creating unique selling propositions that set its smartphones apart
from competitors. This can involve incorporating cutting-edge features, such as
augmented reality (AR), virtual reality (VR), or artificial intelligence (AI), into its
devices. By delivering differentiated experiences, Samsung can attract consumers
seeking novel and immersive smartphone capabilities.

 Strengthen Partnerships with Network Providers and App Developers

 Strong partnerships are essential for Samsung’s success in the smartphone ecosystem.
Collaborating closely with network providers ensures that Samsung devices are
optimized for network connectivity and can take full advantage of the latest network
technologies. These partnerships can also facilitate joint marketing campaigns,
promotional offers, and exclusive access to network services, enhancing the value
proposition for consumers.

 Additionally, fostering partnerships with app developers and content providers is

crucial to enrich the smartphone user experience. Samsung should proactively engage
 with developers to create a vibrant app ecosystem that offers a wide range of high-
quality applications tailored to its devices. Exclusive partnerships and pre-installed
apps can further enhance the value proposition for consumers and increase brand
loyalty.

 Samsung can also explore collaborations with popular brands and influencers to
create co-branded experiences or endorsements. By leveraging the popularity and
reach of these partners, Samsung can amplify its marketing efforts and reach a wider
audience.

 Adapt to Evolving Consumer Needs and Preferences

 Understanding and adapting to evolving consumer needs and preferences is vital in a
rapidly changing market. Samsung should invest in market research and data analysis
to gain insights into consumer trends, preferences, and pain points. This research can
inform product development, marketing strategies, and overall business decisions.

 Personalization is an emerging trend in the smartphone industry. Samsung should

focus on providing customizable experiences, allowing users to tailor their devices to
their preferences. This can include features like customizable user interfaces, themes,
and settings, as well as intuitive tools for personalization, such as AI-powered
recommendations based on user behavior and preferences.
 Furthermore, Samsung should prioritize user-centric design and intuitive user
interfaces. The user experience should be seamless, intuitive, and enjoyable across all
aspects of the smartphone, from setup and navigation to accessing applications and
features. Regular user feedback, usability testing, and iterative design processes can
help Samsung continually improve the user experience and meet evolving
expectations.

 Prioritize Sustainability and Corporate Social Responsibility

 In today’s world, sustainability and corporate social responsibility (CSR) have

become increasingly important considerations for companies across all industries.
Samsung recognizes the significance of these aspects and should prioritize
sustainability and CSR in its operations to align with changing consumer values and
contribute to a more sustainable future.
 One key aspect of prioritizing sustainability is ensuring responsible sourcing and
supply chain practices. Samsung should work closely with its suppliers to promote
ethical practices, minimize environmental impact, and ensure the fair treatment of
workers. By conducting regular audits, implementing strict supplier standards, and
supporting initiatives that promote transparency and sustainability in the supply chain,
Samsung can contribute to the overall improvement of industry practices.

 Another crucial area for Samsung to focus on is reducing its environmental footprint.
This includes efforts to minimize greenhouse gas emissions, energy consumption, and
waste generation throughout its product life cycle. Samsung should invest in energy-
efficient manufacturing processes, prioritize renewable energy sources, and
implement waste reduction and recycling programs. Additionally, the company
should strive to design products that are more energy-efficient and easier to repair,
promoting longer product lifecycles and reducing electronic waste.

 Samsung can also leverage its technological expertise to develop sustainable

innovations. By integrating eco-friendly materials and components into its products,
Samsung can create devices that are both high-performing and environmentally
responsible. For example, using recycled plastics and bio-based materials in
smartphone manufacturing can help reduce dependence on virgin resources and
minimize environmental impact.

 Moreover, Samsung’s commitment to sustainability should extend beyond its

products to its operations as a whole. The company should implement
environmentally conscious practices in its offices, manufacturing facilities, and
distribution centers. This can include adopting energy-efficient lighting and heating
systems, implementing water conservation measures, and promoting sustainable
transportation options for employees.

 In addition to environmental sustainability, Samsung should prioritize social

responsibility and community engagement. This can involve initiatives such as
supporting local communities through educational programs, promoting diversity and
inclusion within the organization, and contributing to social causes and disaster relief
efforts. By engaging with stakeholders and being an active corporate citizen,
Samsung can build trust, enhance its brand reputation, and create a positive impact on
society.
  To ensure the effectiveness of its sustainability and CSR initiatives, Samsung should
establish clear goals and regularly measure and report its progress. Transparent
reporting allows stakeholders to track the company’s sustainability performance and
hold it accountable for its commitments. Samsung can also engage with external
organizations and certifications to validate its sustainability efforts and gain
independent recognition.

 In conclusion, prioritizing sustainability and corporate social responsibility is

essential for Samsung’s long-term success. By integrating sustainable practices into
its operations, reducing its environmental footprint, and actively engaging with
stakeholders and communities, Samsung can contribute to a more sustainable and
inclusive future. This commitment to sustainability not only aligns with changing
consumer expectations but also positions Samsung as a responsible and forward-
thinking company in the global market.

 In an era of growing environmental awareness, sustainability and corporate social

responsibility (CSR) are paramount. Samsung should prioritize sustainability
initiatives throughout its value chain. This includes responsible sourcing of raw
materials, reducing greenhouse gas emissions, minimizing waste generation, and
promoting circular economy principles.

 Samsung can also develop initiatives that extend the lifespan of its smartphones, such
as offering repair services, providing software updates for older devices, and
promoting trade-in or recycling programs. These efforts contribute to reducing
electronic waste and enhancing the brand’s reputation as an environmentally
conscious company.

CHAPTER-IV

DATA ANALYSIS AND INTERPRETATION

 Table 4.1 Showing mobile phone user percentage.
 Respondents No of respondents Percentage of respondents

Yes 50 91

No 5 9

Total 55 100

Interpretation
The above figure reveals that about 91% of the respondents in college have a mobile phone
and the remaining 9% do not have a phone.

Figure 4.1 Showing mobile phone user percentage.

 Table 4.2 Showing number of respondents who are aware of Samsung

brand

Respondents No of Respondents Percentage of respondents

Yes 50 100

No 0 0
 Total 50 100

Interpretation
The above figure and table show the 100% of the respondents are aware of Samsung brand.

Figure 4.2 Showing number of respondents who are aware of Samsung brand

 Table 4.3 Showing Samsung mobile user percentage

Respondents No of respondents Percentage of respondents

Yes 43 86

No 7 14

Total 50 100
Interpretation
From the above figure and table, around 86% of the respondents are using or have used
Samsung mobile. Only 14% of people have not used a Samsung mobile.

Figure 4.3 Showing Samsung mobile user percentage

 Table 4.4 Showing previous mobile brand used by respondents

Brand No of respondents % of respondents

Apple 6 12

Realme 14 28

Xiaomi 18 36

Other 12 24

Total 50 100
Interpretation
The above Figure and Table shows the percentage of users who have used mobile of another
brand. 36% have used xiaomi devices, 28% have used realme and 12% have used Apple and
the remaining 24% or users have used mobile of some other brand

Figure 4.4 Showing previous mobile brand used by respondents

 Table 4.5 Showing the reason for giving up previous brand

Respondents No of respondents % of respondents

Smart Upgrade 28 56

Not Getting Updates 6 12

Anymore
 Crashing or Freezing Issue 14 28

Other 2 4

Total 50 100

Interpretation
56% gave up previous brand to upgrade their device, 28% were facing freezing and crashing
issue 12% were using outdated device and were not getting any updates 4% had other reason
for giving up their devices

Figure 4.5 Showing the reason for giving up previous brand

 Table 4.6 Showing the factors influencing while purchasing mobile

Factors No of respondents % of respondents

Brand Name 12 24

Service 15 30

Design 9 18
 Specifications 14 28

Total 50 100

Interpretation
From the above table Brand name and after sale service are the main factors that influence in
the purchasing mobile

Figure 4.6 Showing the factors influencing while purchasing mobile

 Table 4.7 Showing revealing the brand name influence when buying mobile

Respondents No of respondents % of respondents

Agree 38 76
 Disagree 12 24

Total 50 100

Interpretation
The above table and figures reveal that brand name has influence on about 76% of buyers and
the remaining 24% of respondents are not influenced by brand name.

Figure 4.7 Showing revealing the brand name influence when buying mobile

 Table 4.8 Showingthe opinion of users whether price an imperative

factor to consider

Respondents No of respondents % of respondents

Yes 44 88
 No 6 12

Total 50 100

Interpretation
88% of the users responded that price is a key factor to consider when buying a mobile. The
remaining 12% responded no

Figure 4.8 Showing the opinion of users whether price an imperative factor to
consider

 Table 4.9 Showing comparison of mobile brand with Samsung mobile

Factor No of respondents % of respondents

Fast processor 18 36
 Better battery backup 12 24

Good camera 15 30

None of these 5 10

Total 50 100

Interpretation
From the above data we can see that 30% and 36% users prefer Samsung because of its good
camera and fast processor respectively

Figure 4.9 Showing comparison of mobile brand with Samsung mobile

 Table 4.10 Showing do they faced any problem because of Samsung

Responds No. of respondents % of respondents

Yes 22 44

No 28 56

Total 50 100
Interpretation
The above figure and table reveal that 44%of users have faced some problems while using
Samsung mobile

Figure 4.10 Showing do they faced any problem because of Samsung

 Table 4.11 Problems faced while using Samsung Mobile

Factors No. of respondents % of respondents

Heating issue 18 36

Poor camera 8 16

Insufficient storage 14 28

Others 10 20

Total 50 100
Interpretation
From the above figure we can understand that heating is the major problem faced by
Samsung mobile users and insufficient storage is the second most frequent problem faced by
the respondents when using Samsung mobiles.

Figure 4.11 Showing problems faced while using Samsung Mobile

 Table 4.12 Opinion about build quality of Samsung mobile

Opinion No. of respondents % of respondents

Best 10 20

Good 18 36

Average 15 30

Bad 7 14

Total 50 100
 (Source: Primary data)

Interpretation
From the above figure and table, we can see that most users said the build quality of Samsung
mobile is good and average.

Figure 4.12 Showing opinion about build quality of Samsung mobile

 Table 4.13 Factors that influences users to buy a Samsung Mobile

Factors No. of respondents % of respondents

Processor 18 36

Camera 23 46

Storage 5 10
 Other 4 8

Total 50 100

Interpretation
From the above figure and table, we can see that camera and processor is a factor which
attracts 46% and 36% of respondents and 10% of the respondents are attracted by storage
space

Figure 4.13 Showing the factors that influences users to buy a Samsung mobile

 Table 4.14 Showing whether Samsung offer value for money

Responds No. of respondents % of respondents

Yes 42 84

No 8 16

Total 50 100

Interpretation
The above Table and Figure shows that Samsung mobile offer value for money

Figure 4.14 Showing whether Samsung offer value for money

  Table 4.15 Showing favorite feature in Samsung mobile

Factors No. of respondents % of respondents

Processor 13 26

Camera 27 54

Storage 10 20

Others 0 0

Total 50 100

Interpretation
The above table and figure show the camera is the Favorite feature of most of the respondents
in Samsung mobile

Figure 4.15 showing favorite feature in Samsung mobile

  Table 4.16 showing opinion about the battery back up

Replies No. of respondents % of respondents

Good 30 60

Average 17 34

Bad 3 9

Total 50 100

Interpretation
From the about table, we can say that battery backup provided by the Samsung mobile is
good

Figure 4.16 showing opinion about the battery back up

  Table 4.17 Showing opinion about the customer service of Samsung

Result No. of respondents % of respondents

Good 30 60

Average 15 30

Bad 5 10

Total 50 100

Interpretation
The table and figure reveal that service provided by Samsung mobile is good as responded by
60% the remaining 30% responded average.

Figure 4.17 Showing opinion about the customer service of Samsung

  Table 4.18 Showing whether user is getting to receive regular software
updates

Respondents No. of respondents % of respondents

Yes 35 70

No 15 30

Total 50 100

Interpretation
From the table we can see proper updates and security patches are given to 70% of users

Figure 4.18 Showing whether user is getting to receive regular software

updates
  Table 4.19 Showingthe number of users who will suggest Samsung to
friends and relative

Responds No. of respondents % of respondents

Yes 37 74

No 13 26

Total 50 100

Interpretation
The above table and figure show that 74% of users will suggest Samsung to their friends and
family

Figure 4.19 showing the number of users who will suggest Samsung to friends and
relative
  Table 4.20 Showing preference in next purchase

Response No. of respondents % of respondents

Yes 36 72

No 14 28

Total 50 100

Interpretation
From the table we can see that 72% of users are ready to buy Samsung mobile in their next
purchase.

Figure 4.20 Showing preference in next purchase

  Table 4.21 Showing the level of satisfaction/rating towards Samsung
mobile

Response No. of respondents % of respondents

Highly Satisfied 13 26

Satisfied 23 46

Neutral 10 20

Dissatisfied 4 6

Total 50 100

Interpretation
The above table reveals that 46% percentage of users are satisfied with Samsung mobiles.
20% had a neutral opinion
Figure 4.21 Showing the level of satisfaction/rating towards Samsung mobile

CHAPTER-
V

FINDINGS, SUGGESTIONS AND CONCLUSION

5.1 Findings

• Almost 96% of the respondents have a mobile phone.

• 100% of respondents are aware of the Samsung brand
• Most users have or are using Samsung mobile
• Most users used Xiaomi device as their earlier mobile
• Uses buy a new device to upgrade their old device or after facing cashing and freezing
issue
• Brand name and after-sale service are the main factors that influence the purchasing
mobile
• The brand name influences about 76% of buyers
 • Many of the users responded that price is an essential factor to consider when buying
mobile
• Users prefer Samsung because of its good camera and fast processor
• 44%of users have faced some problems while using Samsung mobile
• Heating is the major problem faced by Samsung mobile users
• The majority of users said the build quality of Samsung mobile is good and average.
• The camera and processor are factors that attract more users to Samsung mobile. the
camera is the favorite feature of user in Samsung mobile
• Samsung mobile offer value for money and good battery backup
• Service provided by Samsung mobile is good
• Proper updates and security patches are given to 70% of users
• 74% of users will suggest Samsung to their friends and family
• 72% of users prefer Samsung in next purchase
• Most of the users are satisfies with Samsung mobiles

5.2 Suggestions
• The company can focus on supplying powerful processor and improving camera
quality as they are the user's favorite and attractive feature of Samsung mobile
• Steps must be taken to resolve the heating and lagging issue which many users face
• Since 44% of users have faced some problems while using Samsung mobile, the
company must take a survey and try to fix these problems through updates
• The company can improve their after-sales service for their mid-range device users.

5.3 Conclusion
This study concludes that most people prefer using Samsung mobile because it supplies
features like a good camera, better battery backup, and powerful processors at a budget-
friendly rate. Overall, the customers have an incredibly positive experience regarding the
usage of Samsung mobiles. And are willing to buy Samsung mobile in next purchase

BIBLIOGRAPHY

JOURNALS
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Research 2019.
 • Mr. Bankapur Bangarappa, and Dr. Shiralashetti A.S. “Customer Satisfaction towards
Samsung Mobile Phones in Hubli-Dharwad City.” International Journal of
Multidisciplinary Research, 2017.
• Joel Billieux. “Study What Makes Games Addictive” Potential Behavior, 2017.
• Kannusamy K.1, and Karthika S. “Customers’ Satisfaction towards Samsung
Smartphone: A Study in Gobichettipalayam Town, Erode District.” Al-Barkaat
Journal of Finance & Management, 2015.
• Mrs. Jagadhambal A, and Mrs. Karpagambigai K. “A Study on Customer Satisfaction
towards Samsung Mobile Phones with Special Reference to Coimbatore City.”
ZENITH International Journal of Multidisciplinary Research, 2015.
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Books
Gudergan, S., Lovelock, C., Kotler, P., Best, R., Patterson, P., Walker, R., & Perrott,
Contemporary marketing management. French's Forest, N.S.W.: Pearson Custom
Publishing,2004

WEBSITES
https://www.wikipedia.org/ https://www.academia.edu

ANNEXURE

QUESTIONNAIRE
We are conducting a study on the consumer perception towards Samsung mobiles among
students at Christ College, Irinjalakuda. If you could sacrifice some of your valuable time to
fill in the questionnaire, it would help in the completion of our study

1. Name:
2. Class:
3. Age:
4. Gender:
5. Are you using a mobile phone?

⎕ Yes ⎕ No
6. Are you aware of the Samsung brand?

⎕ Yes ⎕ No

7. Are you using a Samsung Mobile Phone?

⎕ Yes ⎕ No

8. which other brands have you used?

⎕ Apple ⎕ Realme ⎕ Xiaomi ⎕ Other

9. What made you give up the earlier brand?

⎕ Smart Upgrade ⎕ Not Getting Updates Anymore ⎕ Crashing or Freezing Issue ⎕ other

10.What are the factors influencing while buying mobile?

⎕ Brand Name ⎕ Service ⎕Design ⎕Specifications

11. brand name is an Important factor when making a buying decision?

⎕ Agree ⎕ Disagree

12. Is Price an imperative factor to consider?

⎕ Yes ⎕ No

13. By comparing your earlier brand with Samsung, in what all features Samsung outshines?

⎕ Faster processor ⎕ Better battery backup ⎕ Good camera ⎕ None of these

14. While using Samsung mobile do you face any problems?

⎕ Yes ⎕ No

15. What are the problems faced while using Samsung mobile?

⎕ Heating issue ⎕ Poor camera ⎕ insufficient storage ⎕ others

16. What is your opinion about the build quality of Samsung mobile?

⎕ Best ⎕ Good ⎕ Average ⎕ Bad

17. Motivational factors to buy a Samsung mobile?

⎕ Processor ⎕ Camera ⎕ Storage ⎕ Others

18. Does Samsung mobile phones offer value for money?

⎕ Yes ⎕ No

19. Which is your favorite feature in Samsung mobile?

⎕ Processor ⎕ Camera ⎕ Storage ⎕ others

20. How do you feel about the battery backup?

⎕ Best ⎕ Average ⎕ Bad

21. What is your opinion about the customer service of Samsung?

⎕ Good ⎕ Average ⎕ Bad

22. Are you receiving regular software updates and security patches?

⎕ Yes ⎕ No
23. Will you prescribe/recommend Samsung brand phones to others?

⎕ Yes ⎕ No ⎕ Maybe

24. Do you prefer Samsung in your next purchase?

⎕ Yes ⎕ No

25. Level of Satisfaction/Rating towards the Samsung Brand?

⎕ Highly Satisfied ⎕ Satisfied ⎕ Neutral ⎕ Dissatisfied