RESEARCH PROPOSAL FOR

M COM-II

TO STUDY ON CONSUMER VALUE PROPOSITION OR SATISFACTION OF SUMSUNG

PREMIUM SEGMENT OF SMART PHONE

SUBMITTED TO

SMT.P.N DOSHI WOMEN’S COLLEGE

NAAC-RE ACCREDITED “A”GRADE

SMT.DEVILABEN MEHTA DEPARTMENT OF POST GRADUATE STUDIES

M.COM

SNDT WOMEN’S UNIVERSITY

CAMA LANE,GHATKOPER (W)

(2019-2020)

SUBMITTED BY

SUDHA MITHAILAL JAISWAR

UNDER GUIDANCE OF

PROF. SANTOSH VADHRYA

Customer satisfaction is so important because without a high degree of it, profits can be lower
and harder to generate. A satisfied customer is likely to send more business back to the company,
while an unsatisfied customer may be more opposite to prevent the business from soaring.
Negative reviews from customers can have more of an impact on business than owners may
think. While the customer may not always be right, they need to be satisfied to the best of every
company ability. Samsung smart phones are one of the best branded smart phone to fulfill the
customer needs. The worldwide Smartphone market grew 1.1% year over year in 2016Q3, with
363.2 million shipments, according to data from the International Data Corporation (IDC)
Worldwide Quarterly Mobile Phone Tracker. Shipments grew 5.2% QoQ, compared to the 345.5
million units in the second quarter of 2016. IDC expects to see a noticeable slowdown in
Smartphone shipments in 2016 with China showing a more mature growth pattern. Android
dominated the market with 86.8% share in 2016Q3. Samsung continued its global leadership
despite the Galaxy Note 7 recall.
Samsung retained its number one position in the worldwide Smartphone market with a 21%
share in 2016Q3. This retention of position comes in the midst of the Galaxy Note 7 recall,
thanks to the continued success of the Galaxy S7 and S7 Edge devices. Samsung's streamlined
portfolio of devices, including the affordable J-series, proved successful in many mid-tier
markets that were typically dominated by local brands. How fast Samsung recovers from the
damage to its brand remains to be seen.

CUSTOMER SATISFACTION

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.

It is seen as a key performance indicator within business and is often part of a Balanced
Scorecard. In a competitive marketplace where businesses compete for customers, customer
satisfaction is seen as a key differentiator and increasingly has become a key element of business
strategy.

"Within organizations, customer satisfaction ratings can have powerful effects. They focus
employees on the importance of fulfilling customers' expectations. Furthermore, when these
ratings dip, they warn of problems that can affect sales and profitability.... These metrics
quantify an important dynamic. When a brand has loyal customers, it gains positive word-of-
mouth marketing, which is both free and highly effective. Therefore, it is essential for businesses
to effectively manage customer satisfaction. To be able do this, firms need reliable and
representative measures of satisfaction.
 OBJECTIVE

1. To know the customer satisfaction level of Samsung premium segment of smart phone.
2. To find out factors influencing while choosing a branch.
3. To find out benefit given by premium segment of smart phone
4. The awareness level towards Samsung smart phone in terms of features application and
services.

PROBLEM STATEMENT

1. To find out the present customer satisfaction of smart phones in the study area with
special reference to Samsung mobiles.
2. This study will help to gain knowledge about the markets factors influencing the
customer to prefer a particular brand and problem faced by on using such brand and so
on.
3. Researcher wants to know the benefit given by the premium segment of smart phone
4. Researcher wants to know features of other service of production Samsung premium of
segment of smart phone is important for selling product and how it affect of company
mobile phone.

REVIWE OF LITERETURE

In general, awareness describes people’s perception and cognitive reaction to a condition

Marton and Booth (1997) give good example of awareness: people have earlier
experience of certain situation and are aware of that. They are also aware of who they are,
the background to circumstances, where being located as well as the emotions to the place,
what time of year it is and what day it is, and also what to do the rest of the day. Even
through, there is awareness there is awareness is reshaping its structure constantly, and
what we call awareness is the sum of the individual’s experience. So it is possible to do
one thing while still be aware o many other things.

Androulida kis; G kandus (2001) correlated the brand of mobile phone to user’ security
practice. Users show different behavior in an array of characteristic, according to the
brand of the mobile phone they are using. As such, there is a categorization of area.
Different for each brand, where users are clearly lacking security mind, possible due to
lack of awareness. Such a categorization can help phone manufacture enhance their
mobile phone in regards to security, preferable transparently for the user.
Tajzadeh Namin A. A; Rahmani Vahid; Tajzadeh Namin Aidin (2012) analyze that
the process of deciding over a brand may be influenced by situation and content. The
finding suggests a significant relationship between the variables “brand attitude”
“corporate attitude” and product choice” In addition, no significant relationship was found
between individual decision making processes and product choice.

Tiwaskar et al. (2012), according to them now a day's smart phones are a vital part of
our life and working like a laptop. This study describes the architecture of mobile
computing and comparison of various software factors of various mobile operating
systems. New features of android OS are also introduced.

"Samsung showed an upward movement of eight ranks to secure the top position on the
list of this year. The South Korean conglomerate dominates the Indian market by
displaying its determined supremacy through complete consumer focus, thus dominating
their mind and perception (Mar 25, 2019, 05.28 PM IST Economic Times News Paper)

"Smartphone is now more of a status and style symbol than a mere communication and
utilitarian device. Sheer number of smart phones choices in the market, peer pressure and
the need to remain up to date with the latest technology are some of the factors driving the
consumers in India to research, seek reviews and recommendations before buying a smart
phone," said Himanshu Jain, Market Analyst, IDC India."The Indian smart phone
consumer is looking for value-for--money smart phones that fit their budget, while
offering the latest technology with more than 40% overall share of smart phone segment
in India, China-based vendors are investing a lot in offline promotions and branding to
lure consumers, and are now perceived to be offering great quality products, with good
design, latest specifications and focused high decibel communication on features like
selfie camera and extended battery life ," Sachin Mehta, Market Analyst, IDC India
added.( May 09, 2017, 01.31 PM IST Economic Times News Paper)

SIGNIFICANCE OF STUDY

Significance of the Mobile Phone is very important to everyone, not even in India but it is
a worldwide phenomenon. This study has been conducted to check consumer behaviour
and their purchase decision towards mobile phones. This research is intended to describe
and analyze consumers preference between Apple and Samsung brands of Smartphone.

The numbers of mobile cellular phone user are increasing day to day in India. Companies
make aggressive marketing, advertising and promotional effort which compel other
manufacture to focus on their marketing effort as well. These companies resort to price
reductions, new function additions, value addition and focus advertising and promotional
campaigns.
This study entitled to “A study on consumer value proposition and satisfaction of the
Samsung premium segment of the smart phone” was conducted over a period of three
weeks. 100 different customers are selected as sample. Samsung mobile field faces tough
competition from different reputed brands. It gives more pressure to develop more
innovate technologies in Samsung mobile phone.

Scope of study
In this study, how the costumer satisfied with Samsung Smartphone and what are the
factors influencing on
Consumer satisfaction. This study will be useful to the company to know the various
factors influencing on
Consumer satisfaction.
 Customer feeling about the Samsung smart phone.
 Useful for the company to make necessary change in price designs, apps and etc.