Commerce

Research Paper

Volume : 4 | Issue : 5 | May 2014 | ISSN - 2249-555X

A Study on Customer Satisfaction Towards Samsung

Smart Phones With Referance to Coimbatore City
Keywords

Customer satisfaction, Samsung smart phones, Awareness level on smart phones

Dr.S.NAMASIVAYAM

Mr.M.PRAKASH

Mr.M.KRISHNAKUMAR

Assistant Professor of Commerce

CA, Dr.N.G.P. Arts and Science
College, Kalapatti Road,
Coimbatore 641048.

Assistant Professor and Head of

Commerce CA, Dr.N.G.P. Arts and
Science College, Kalapatti Road,
Coimbatore 641048.

II M.Com CA, Dr.N.G.P. Arts and

Science College, Kalapatti Road,
Coimbatore 641048.

ABSTRACT Customer Satisfaction should be the main aim of a business. It is essential for businesses to effectively manage customer satisfaction. To be able do this, firms need reliable and representative measures of satisfaction. The importance of customer satisfaction diminishes when a firm has increased bargaining power. The researcher has
conducted this study to find out the level of customer satisfaction towards Samsung smart phones. The target respondent
includes those customers who are using the Samsung smart phones. The collected data was edited, coded and tabulated
by using some statistical tools.
1. INTRODUCTION
Smart phone is a term for distinguishing mobile phones with
advanced features from basic feature phones. Early smart
phones typically combined the features of a mobile phone
with those of another popular consumer device, such as a
Personal Digital Assistant (PDA), a media player, a digital
camera, and GPS navigation unit. Modern smart phones
include all of those features plus the features of a laptop,
including web browsing, Wi-Fi, and 3rd-party apps and accessories. Customer satisfaction is a term frequently used
in marketing. It is a measure of how products and services
supplied by a company meet or surpass customer expectation. Customer satisfaction is defined as the number of customers, or percentage of total customers, whose reported
experience with a firm, its products, or its services (ratings)
exceeds specified satisfaction goals. In a survey of nearly
200 senior marketing managers, 71 percent responded that
they found a customer satisfaction metric very useful in managing and monitoring their businesses.
2. STATEMENT OF THE PROBLEM
This research is pertaining to find out the present customer
satisfaction of smart phones in the study area with special of
Samsung mobiles. The study on customer satisfaction helps
to know who the customers were, what they want, how they
use react to the mobile. The customers were carefully studied
by conducting survey on customer satisfaction. This study will
help to gain knowledge about the market factors influencing
the customer to prefer a particular brand and problems faced
by on using such brands and so on.
3. SCOPE OF THE STUDY
From this study, the performance and problems of the customer can be analysed. The study helps to know the factors
that influence the customer to by the product. This study
helps to know the necessary change in product features and
customer feeling about the Samsung smart phone. The study
will be useful for the company to make necessary changes in
price, designs, apps, and etc..,
4. OBJECTIVES OF THE STUDY
To know the socio-economic status of respondents.
To know the awareness level towards Samsung smart
phones in terms of features, applications and services
etc..,
To study the factors to be considered while buying the
Samsung smart phones.
To study the major competitors & market position of the

Samsung smart phones.

To know the satisfaction level of customers towards Samsung smart phones.
To offer suggestions to improve the quality of Samsung
smart phones.

RESEARCH METHODOLOGY
5.1 RESEARCH DESIGN
The research design of the project is descriptive as it describes data and characteristics associated with the population using mobile phones. Descriptive research is used to
obtain information concerning the current status of the phenomena to describe what exists with respect to variables
in a given situation.
5.2 AREA OF STUDY
The study was conducted in Coimbatore city.
5.3 PERIOD OF STUDY
The study covers a period of 2 months.
5.4 METHOD OF DATA COLLECTION
To accomplish the objectives of the study, both primary and
secondary datas were collected.
Primary Data
Primary data is that data which is collected for the first time.
It is original in nature in the shape of raw material for the
purpose of collection of primary data a well structured questionnaire was filled by the respondents. The questionnaire
comprises of close ended as well as ended questions.
Secondary Data
Secondary data is the data which is already collected by
someone. They are secondary in nature and area in shape of
finished product. Secondary data was collected so as to have
accurate results. Required data was collected from various
books, magazines, journals and internet.
SAMPLING METHOD
The sampling used for the study is convenient sampling. This
sampling is selected by the researcher for the purpose of
convenience to access.
5.6. SAMPLE SIZE
For the study, sample sizes of 150 respondents were selected.

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Research Paper

Volume : 4 | Issue : 5 | May 2014 | ISSN - 2249-555X

5.7. STATISTICAL TOOLS USED

For this study Simple percentage method and Raking are
used.
LIMITATIONS OF THE STUDY
The survey was limited to Coimbatore region only, so it
cannot be generalized to all the cities.
The samples size is limited to 150 customers only.
Time is one of the major constraints.
At most care taken by the researches to choose the correct information from the respondents.
The study is based upon primary data, so any wrong
information given by the respondents may mislead the
findings.
ANALYSIS AND INTERPRETATION
Simple percentage method: Number of respondents distribution shows the number of frequencies in various classes,
which helps to get some preliminary ideas with respect to
the objectives under study. Therefore, as a first step number of distribution with respondents for various variables. To
interpret the result comprehensively percentage value are
computed. The percentage method was extensively used for
analysis and interpretation.

TABLE 2. STUDY FACTORS OF THE SAMPLE RESPONDENTS

Awareness
Advertise1
of the Smart
90
60
ment
Phones
Salesman
20
13

Media of
awareness

Age Group

Marital Status

Education

NO.OF
RESPOND- PERCENTAGE (%)
ENTS

a)Male

96

64

b)Female

54

36

a)Below 25
Years

96

64

b)25-35 Years 38

25

c)36-45 Years 11

d)Above 45
Years

a)Married

56

37

b)Unmarried

94

63

School Level

25

17

Under Graduate
Post Graduate
Professionals
Others
(Specify)

52

35

57
16

38
11

Occupation

Level of Income

Nature of
Family

27

TV

90

60

Newspaper

20

13

Magazine

10

Internet

30

20

Cash

132

88

EMI

18

12

htc

Two Years
Three Years
4

Gender

DESCRIPTION

40

Others

Period of Usage time in the Less than 1

smart phones Year
One Year

Mode of Purchase

TABLE .1. PERSONAL FACTORS OF THE SAMPLE RESPONDENTS

S.
FACTORS
NO

Friends

Influencing
Factors

Price

27

18

Durability
Handling
Convenience
Quality of
service
Reason Behind Mobile FeaUsing
tures
Browsing
facilities
Applications

28

19

63

42

32

21

13

30

20

22

15

All the above

Lacking in
Same ApSamsung smart plications and
phones
Features
Screen size
and OLED
displays
Software
Less Battery
facilities

85

57

32

26

12

10

23

19

57

46

Student

39

26

Business

65

43

TABLE 3. RANK THE COMPETITORS OF SAMSUNG

SMART PHONES
TOTAL
COMPETITORS
RANK
SCORE
1. Appleiphone

559

IV

2. Sony

613

3. Blackberry

584

II

4. htc

566

III

5. Nokia

488

373

VI

Agriculture

20

13

Professionals

23

15

Others
(Specify)

Up to Rs.
20000

53

35

Rs. 20001- Rs. 40

40000

27

Rs. 40001- Rs. 12

50000

6. Micomax

Above 50000 15

10

Nuclear

96

64

Joint

54

36

SUMMARY OF FINDINGS, SUGGESTION AND CONCLUSION

8.1. FINDINGS
8.1.1. Percentage Analysis
The majority 80% of the respondents are enquiring about

92 X INDIAN JOURNAL OF APPLIED RESEARCH

Research Paper

the product.
The majority 60% of the respondents are aware about
the Samsung smart phones by advertisement.
The majority 60% of the respondents are through TV advertisement.
32% of the respondents are using the Samsung smart
phones for more than 3 years.
The majority 88% of the respondents mode of purchase
is cash basis.
The majority 77% of respondents are aware about the
availability of service.
42% of the respondents consider Handling Convenience
to buy Samsung smart phones.
42% of the respondents have positioned that the current
market is in boom.
36% of the respondents change their smart phones due
to Quality.
Majority of the respondents are satisfied with regards to
the Quality, Features and Price.

8.1.2. Ranking Analysis

Competitors of the Samsung Smart Phones
Among six competitors brands, the brand Sony has
been ranked as I
The brand Blackberry has been ranked as II
The brand htc has been ranked as III
8.2 SUGGESTIONS
There is a wide scope for further development of Samsung
smart phones. The world of mobile field is not static; it is
always subject to change according to technology. To keep
abstracted of the technological improvement the Samsung
smart phones need refinement.

They should get the feedback report from the customer

in order to fulfil the customer needs and wants.

Volume : 4 | Issue : 5 | May 2014 | ISSN - 2249-555X

As far as the battery backup is concerned, 38.67% of the

respondents are in neutral level. Therefore it can be suggested that they should increase the battery backup.
They should reduce the price in order to gain more customers and to beat their competitors.
They should provide lot of new models to beat their
competitors.
32% of the sample respondents have mentioned that
same applications and features in all the smart phones,
hence it is suggested that they can change the applications and features of Samsung smart phones.
36% of the sample respondents have mentioned quality as the reason for changing the smart phones. Hence,
it is recommended that the company should try to improve the quality in order to satisfy their customers.
Among the various models, the model Samsung galaxy
Y duos has been ranked as last. Hence, it is suggested
that some extra features can be added. So that, it can
have the highest rank.
With regard to advertisement of the Samsung smart
phone is concerned, 64.67% of the respondents are
highly satisfied. Hence, it can be suggested that the
company should maintain its advertisement in the same
level or even more in order to maintain its customer.
8.3 CONCLUSION
This study conducted from Coimbatore city, Samsung smart
phones is a highly moving smart phones, when compared
to other smart phone. The study about the various aspects
of customer satisfaction on Samsung smart phones in Coimbatore city satisfied the following objectives i.e. handling
convenience in Samsung smart phones and the quality of service provider in Samsung smart phones. The survey conducted from Coimbatore city helps to make identification over its
strength and weakness of Samsung smart phones.

REFERENCE Hawkins, Best and Coney (2004) That consumer behaviour is the study of why, when, where, and how individuals, groups and organisation,
Journal of Consumer Research, Vol. 13, Issue 4, pp. 411. | Kothari.C.R., (2004) Research methodology methods and techniques, New Age
International (P) Limited Publishers, New Delhi. | Otuka and Sugawara (2003) PDA-based field data collection systems combined with GPS (Global Positioning
System),Smart phones Information Research 12:113-124. | Pillai. S.N and Bagavathi, (2010) Modern Marketing Principles and Practices, S. Chand and Company
Ltd., New Delhi. | Samuvel (2009) That most of the respondents consider size, quality, price, instrument servicing are an important factors for selecting the handset
while majority, Current psychiatry review, Vol. 8, No-4. | Websites | http://en.wikipedia.org/wiki/Customer_satisfaction | www.google.com | www.yahoo.com |
www.samsungmobile.com |

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