2019-2020

Consumer Satisfaction
of Samsung Products
users (Smartphones)
Submitted to: - Prof Bhagat Singh

Submitted by: -
Anand shekhar mishra (19BSP0328)

Ankit Bhardwaj (19BSP0376)

Mukul kakkar (19BSP1627)

Sachin (19BSP2342)

Palak Agrawal (19BSP1798)

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Chapter - 1
COMPANY PROFILE

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INTRODUCTION

The Samsung Group is a South Korean multinational conglomerate corporation

headquartered in Samsung Town, Seoul, South Korea. It comprises numerous international
affiliated businesses, most of them united under the Samsung brand.

Notable Samsung Group industrial subsidiaries include Samsung Electronics (the

world's largest information technology company measured by 2010 revenues), Samsung Heavy
Industries (the world's second-largest shipbuilder measured by 2010 revenues), and Samsung
Engineering and Samsung C&T (respectively the world's 35th- and 72nd-largest construction
companies). Other notable subsidiaries include Samsung Life Insurance (the world's 14th-
largest insurance company), Samsung Securities, Samsung SDS, Samsung Everland (the oldest
theme park in South Korea), Cheil Worldwide (the world's 19th-largest advertising agency
measured by 2010 revenues) and Shilla Hotel.

Samsung Group produces around a fifth of South Korea's total exports and its revenues
are larger than many countries' GDP; in 2006, it would have been the world's 35th-largest
economy. In many South Korean industries Samsung Group enjoys a monopoly position. The
company has a powerful influence on South Korea's economic development, politics, media
and culture, and has been a major driving force behind the "Miracle on the Han River". Many
businesses today use Samsung's international success as a role model.

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Background of Samsung Electronics:

Samsung Electronics is a South Korean multinational electronics and information technology

company headquartered in Samsung Town, Seoul. It is the flagship subsidiary of the Samsung
Group. With assembly plants and sales networks in 61 countries across the world, Samsung
has approximately 160,000 employees.

In 2009, the company took the position of the world’s biggest IT maker by surpassing the
previous leader Hewlett-Packard. Its sales revenue in the areas of LCD and LED displays and
memory chips is number one in the world.

In the TV segment, Samsung’s market position is dominant. For the four years since 2006, the
company has been in the top spot in terms of the number of TVs sold, which is expected to
continue in 2010 and beyond. In the global LCD panel market, the company has kept the
leading position for eight years in a row.

With the Galaxy S model mobile phone, Samsung’s Smartphone lineup has retained the
second-best slot in the world market for some time. In competition to Apple's iPad tablet,
Samsung released the Android powered Samsung Galaxy Table.

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Company Profile
Samsung India Electronics Private Limited (SIEL):

Samsung India is the hub for Samsung’s South West Asia Regional operations. The
South West Asia Regional Headquarters looks after the Samsung business in Nepal, Sri Lanka,
Bangladesh, Maldives and Bhutan besides India. Headquartered in New Delhi, India which
commenced its operations in India in December 1995, today enjoys a sales turnover of over
US$ 1Bn in just a decade of operations in the country.

Headquartered in New Delhi, Samsung India has a network of 19 Branch Offices

located all over the country. The Samsung manufacturing complex housing manufacturing
facilities for Colour Televisions, Colour Monitors, Refrigerators and Washing Machines is
located at Noida, near Delhi. Samsung ‘Made in India’ products like Colour Televisions,
Colour Monitors, Mobile Phones, Tablets, Smart Phones and Refrigerators are being exported
to Middle East, CIS and SAARC countries from its Noida manufacturing complex.

Samsung India currently employs over 1600 employees, with around 18% of its
employees working in Research & Development.

The Samsung Philosophy

At Samsung, we follow a simple business philosophy: to devote our talent and technology to
creating superior products and services that contribute to a better global society.

Every day, our people bring this philosophy to life. Our leaders search for the brightest talent
from around the world, and give them the resources they need to be the best at what they do.
The result is that all of our products—from memory chips that help businesses store vital
knowledge to mobile phones that connect people across continents— have the power to enrich
lives. And that’s what making a better global society is all about.

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Our Values

We believe that living by strong values is the key to good business. At Samsung, a rigorous
code of conduct and these core values are at the heart of every decision we make.

Samsung Business Principals

Vision 2020
As stated in its new motto, Samsung Electronics' vision for the new decade is, "Inspire the
World, Create the Future."

This new vision reflects Samsung Electronics’ commitment to inspiring its communities by
leveraging Samsung's three key strengths: “New Technology,” “Innovative Products,” and
“Creative Solutions.” -- and to promoting new value for Samsung's core networks -- Industry,
Partners, and Employees. Through these efforts, Samsung hopes to contribute to a better world
and a richer experience for all.

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2000-Present Pioneering the Digital Age

The digital age has brought revolutionary change – and opportunity – to global business, and
Samsung has responded with advanced techno-logies, competitive products, and constant
innovation.

At Samsung, we see every challenge as an opportunity and believe we are perfectly positioned
as one of the world's recognized leaders in the digital technology industry.
Our commitment to being the world's best has won us the No.1 global market share for 13 of
our products, including semiconductors, TFT-LCDs, monitors and CDMA mobile phones.
Looking forward, we're making historic advances in research and development of our overall
semiconductor line, including flash memory and non-memory, custom semiconductors,
DRAM and SRAM, as well as producing best-in-class LCDs, mobile phones, digital
appliances, and more.

Samsung Affiliated Companies:

Samsung is comprised of companies that are setting new standards in a wide range of
businesses, from consumer electronics to petrochemicals, from advertising to life insurance.
They share a commitment to creating innovative, high quality products that are relied on every
day by millions of people and businesses around the world.

Machinery & Heavy Industries Affiliated Organizations

 Samsung Heavy Industries  Samsung Human Resources

 Samsung Techwin Development Centre
 Samsung Lions
 The Ho-Am Foundation
 Samsung Foundation of Culture
 Samsung Welfare Foundation
 Samsung Life Public Welfare
Foundation

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Electronics Industries Financial Services

 Samsung Electro-Mechanics  Samsung Life Insurance

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

Chemical Industries

 Samsung Total Petrochemicals

 Samsung Petrochemicals
 Samsung Fine Chemicals
 Samsung BP Chemicals

Other Affiliated Companies

 Samsung C&T Corporation

 Samsung Engineering
 Cheil Industries
 Samsung Everland
 The Shilla Hotels & Resorts
 Cheil Worldwide
 S1 Corporation
 Samsung Medical Centre

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PRODUCT PROFILE

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Product Profile

Samsung Mobiles in India is managed by Samsung Telecommunications India (STI) who are
the design and technology leaders in the market of mobiles. The Samsung mobile division in
India manufacturers and markets wide variety of mobile telecommunications products with pre
pay and post pay markets in the consumer as well as business segments.

There are 3 different conglomerates which are united under one Samsung group. Samsung
Electronics is the part of its business conglomerate and also the world’s largest electronics
company. Samsung Mobiles is also a part of Samsung Electronics which works in semi
conductors, telecommunications, digital media and digital LCD appliances. The Headquarter
of Samsung is in South Korea and at present it operates in more than 100 countries.

The mobile phones by Samsung are mainly divided into 6 major categories that include style,
Multimedia, Infotainment, Essential, Business and Connected.

The company is known for introducing consumer oriented innovative and breakthrough
technology products and the new brand positioning of the company is reflected in its spunky
and new tagline – “Next is What?” which is used in all the communication material of
Samsung.

The popular handsets of Samsung are:

 Tablet Smartphone
 Smartphone
 Dual Sim Phone Find the perfect balance with DUAL SIM.
 Touch Phone Leading the TOUCH revolution.
 Qwerty Messaging Phone
 Multimedia Phone MULTIMEDIA magic unlimited.
 CDMA Phone Discover a unique lifestyle with CDMA.
 Essential Phone

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Chapter – 2

OBJECTIVES
RESEARCH METHODOLOGY
LIMITATION

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OBJECTIVES

MAIN OBJECTIVE

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

SAMSUNG IND.MOBILES.

SUB OBJECTIVES

 To study the satisfaction level of Samsung Phone users in Gurgaon sector 22.

 To study the buying behavior of the customers.

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

 To identify customers opinion about Samsung Handsets.

 To identify the key buying factors of Samsung Phones.

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

handsets providers.

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RESEARCH METHODOLOGY

“To manage the business well is to manage its future and to manage the future is
to manage information”.
To collect the information, marketing research is to be done. Marketing research
has been defined as “the systematic gathering, recording and analyzing of data about
problems relating to marketing of goods and services from producer to consumer”.
-By American Marketing Association
Research Methodology refers to the various methods and techniques involved in
the process of research. The information required for the preparation of the report is
collected through two
Sources viz;

1. Primary Data
2. Secondary Data

1. PRIMARY DATA:
The data collected for a purpose for a particular problem in original is known
as “Primary Data”. It consists of all the answers in first hand.
Sources of primary data:
The sources are divided into basically two types internal and external. Internal
source analysis is referred to as sales analyses. The external sources include the sales
man, dealers and consumers. On the basis of requirement, the information is collected
from anyone or all of the sources.
Methods of collecting Primary data:
The collection of information is referred to as primary method. There are
various methods in which primary data can be adopted and thus can be broadly
classified as survey methods and experimental methods.

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Survey methods:
The survey is a complex operation, which requires some technical
Knowledge. Survey methods are of personal character and depending on the information
required there are six major types of surveys.
Facts Survey - Collects only facts.
Opinion Survey – Opinions in various problems are collected.
Attitude Survey – Determines the attitudes of the consumers.
Future inventions Survey – Used to find on discover future trends.
The Reason why Survey – Seeks to determine why a person has done
something to do something in future.
Ones survey may contain several types since it may give several better kinds of
information. The various kinds of surveys are carried out through different
methods. Usually three general methods are used to conduct a survey.

2. SECONDARY DATA:
The data collected from the public sources i.e., not originally Collected for the first
time is called secondary data. Suppose we want to know the population of the city, we
need not go house to house to collect the same but can referred to the census report.
SAMPLING METHODS

1) Sampling unit : Professionals,

Common people and
Students are surveyed
2) Sampling Size : 100
3) Sampling procedure : Stratified random sampling is used

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LIMITATIONS
As we know the objectives and the importance of study it is compulsory for us to have
knowledge about the limitations of the study. The limitations are as follows:

 The study is confined only to Gurgaon and not the customers around the world.

 Time factor is the main limitation of the study.

 The methods used in this project are random sampling methods and the result
obtained may not be fully accurate and believable.

 The research has been centered to only 100 customers rather than millions of people.

 Some of the customers are not interested to give the accurate information about the
product.

 This study is based on the figure available and the information given by the
customers.

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Chapter – 3
WHAT IS
CONSUMER
SATISFACTION.

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Theoretical Background of the

Customer Satisfaction
According to Philip Kotler, “satisfaction is a person’s feelings of pressure or
disappointment resulting from product’s perceived performance (outcome) in relation to
his or her expectations. Customer satisfaction is the level of a person’s felt state resulting
from comparing a product’s perceived performance (outcome) in relation to the person’s
expectations”.

In today's increasingly competitive environment, quality services and customer satisfaction are
critical to corporate success. Delivering high quality services is closely linked to profits, cost
savings and market share. As stated by Piercy (1995), “it is striking that one of the few elements
that links many of the otherwise disparate recommendations made to managers over the past
several decades has been the need to focus on customer satisfaction as a route to sustained high
performance”. Companies should, to a much higher degree, be aware of the fact that customer
dissatisfaction equals both defection and long-term losses. As stated by various authors
(Ballantayne et al. 1996; Berry, 1986; Collier, 1994; Schneider and Bowen, 1995): It is easier
- and much cheaper - to keep existing customers than to get new ones. Additionally, another
benefit from achieving satisfied customers is the fact that the willingness to repurchase is much
higher for satisfied customers than for dissatisfied and indifferent ones. Despite this awareness
concerning the importance of customer satisfaction, it is beyond the ability of many of today's
service companies to maintain satisfied customers.

Empirical surveys concerning the proportion of satisfied versus dissatisfied customers reveal
that a large amount of service industries suffer from an insufficient number of satisfied
customers. A survey conducted in the BD by Dr.siraj (2001) reveals extreme low levels of
overall customer satisfaction. He examined the overall customer satisfaction levels in various
service branches: Grocery chains (31%), fast-food outlets & Res. (24%), and banks (15%). One
can argue that these results constitute a low range of general service provision. However, even
companies which focus their efforts on achieving satisfied customers, rarely exceed a customer
satisfaction ratio above 50-70% (Scheby, 1998). However, it is important to emphasize that it
is almost impossible to compare various levels of satisfaction, as the numbers depend heavily
on the specific method of measurement. As a result, it is not possible to refer to the degree of
satisfied versus dissatisfied customers in absolute terms, but only in relative terms.

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Based on the results above, the impression rises that the discipline of satisfying customers is
not always successfully translated into activities practiced by service companies. This fact has
supported our interest in conducting an investigation concerning the relationship between
service providers and customer satisfaction.

Methods to Measure Customer Satisfaction

Companies use the following methods to measure customer satisfaction.

1) Complaints and suggestion system:

Companies obtaining complaints through their customer service centers, and further
suggestions were given by customers to satisfy their desires.

2) Customer satisfaction surveys:

Responsive companies obtain a direct measure of customer satisfaction by periodic surveys.
They send questionnaires to random sample of their customers to find out how they feel about
various aspects of the company’s performance and also solicit views on their competitor’s
performance. It is useful to measure the customer’s willingness to recommend the company
and brand to other persons.

3) Lost Customer Analysis:

Companies should contact customers who have stopped buying or who have switched to
another supplier to learn why this happened.

4) Consumer Behavior Vs Consumption Behavior:

Consumer behavior refers to the manner in which an individual reaches decision related to the
selection, purchases and use of goods and services. Walters and Paul says that, consumer
behavior is the process where by the individuals decides what, when, how and from whom to
purchase goods & services.
Consumer behavior relates to an individual person (Micro behavior) where as consumption
behavior relates to and to the mass or aggregate of individuals (Macro behavior) consumers
behavior as a study focuses on the decision process of the individual consumer or consuming
unit such as the family.

In contrast the consumption behavior as a study is to do with the explanation of the behavior
of the aggregate of consumers or the consuming unit. Consumer is a pivot, around which the

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entire system of marketing revolves. The study of buyer behavior is one of the most important
keys to successful mark.

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

"Within organizations, customer satisfaction ratings can have powerful effects. They focus
employees on the importance of fulfilling customers’ expectations. Furthermore, when these
ratings dip, they warn of problems that can affect sales and profitability. . . . These metrics
quantify an important dynamic. When a brand has loyal customers, it gains positive word-of-
mouth marketing, which is both free and highly effective."

Therefore, it is essential for businesses to effectively manage customer satisfaction. To be able

do this, firms need reliable and representative measures of satisfaction.

In researching satisfaction, firms generally ask customers whether their product or service has
met or exceeded expectations. Thus, expectations are a key factor behind satisfaction. When
customers have high expectations and the reality falls short, they will be disappointed and will
likely rate their experience as less than satisfying. For this reason, a luxury resort, for example,
might receive a lower satisfaction rating than a budget motel—even though its facilities and
service would be deemed superior in “absolute” terms.

The importance of customer satisfaction diminishes when a firm has increased bargaining
power. For example, cell phone plan providers, such as AT&T and Verizon, participate in an
industry that is an oligopoly, where only a few suppliers of a certain product or service exist.
As such, many cell phone plan contracts have a lot of fine print with provisions that they would
never get away if there were, say, a hundred cell phone plan providers, because customer
satisfaction would be way too low, and customers would easily have the option of leaving for
a better contract offer. There is a substantial body of empirical literature that establishes the
benefits of customer satisfaction for firms.

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DATA ANALYSIS
&
INTERPRETATION

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1. What type of professionals are using cell phones?

Professionals Number of respondents Percentage

Employees 35 35%

Businessmen 29 29%

Students 30 30%

Others 6 6%

Total 100 100%

Inference:

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

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1. Column chart representing the usage of cell phones

by different type of professionals:

40%
35%
35%
30%
30% 29%

25%

20%

15%

10%
6%
5%

0%
Employees Businessmen Students Others

Percentage

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

Income levels Number of respondents Percentage

6000-10000 45 45%

10000-18000 26 26%

18000-25000 22 22%

Above 25000 7 7%

Total 100 100%

Inference:

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

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2. Cone chart representing income level of respondents:

Income level of Respondents

45%
45%
40%
35%
30% 26%
25% 22%
Percentage
20%
15%
10% 7%

5%
0%
6000-10000 10000-18000 18000-25000 Above 25000

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. 3. Which brand cell phone you have?

Brand Number of respondents Percentage

Samsung 48 48%

Nokia 25 25%

LG 20 20%

Others 7 7%

Total 100 100%

Inference:

According to the above table, it indicates that 48% of respondents are using Samsung
cell. 25% of respondents are using Nokia, 20% of respondents using Samsung and 7% of
respondents using Others(China, Carbon, M.V.L etc) It means the market of Samsung is good
than compared to other competitors such as Samsung and LG etc.

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3. Cylindrical chart showing which brand cell phone respondents are using:

Brands of Cell Phones

48%
50%

40%

25%
30%
20%
20%
7%
10%

0%
Samsung Nokia LG Others

Percentage

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4. Which type of Samsung cell you have?

Type of cell phone Number of respondents Percentage

Essential Phones 41 41%

Qwerty Phones 32 32%

Smart Phones 17 17%

Touch Phones 10 10%

Total 100 100%

Inference:

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

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4. Pie chart representing the type of Samsung Phones used by respondents:

Type of Samsung Mobiles

Touch Phones
10%

Smart
Phones
17% Essential Phones
41%

Qwerty Phones
32%

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5. Why do you prefer Samsung?

Factors Number of respondents Percentage

Quality 48 48%

Comfort 12 12%

Price 24 24%

Prestige 16 16%

Total 100 100%

Inference:

The above table shows that 48(48%) of respondents use Samsung cell phone due to its
quality, 12(12%) voted for comfort, 24(24%) voted for price factor, and 16(16%) use it for the
purpose of prestige. Most of the peoples use Samsung cell phones due to its quality.

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5. Line chart showing what factors effect the respondents to buy samsung cell phone:

Percentage

Prestige 16%

Price 24%
Respondents

Comfort 12%

Quality 48%

0% 10% 20% 30% 40% 50% 60%

Percentage

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6. To what extent you are satisfied with Samsung cell?

Factors Number of respondents Percentage

Highly satisfied 23 23%

Moderately satisfied 12 12%

Satisfied 66 66%

Not satisfied - -

Total 100 100%

Inference:

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

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6. Cone chart representing consumer satisfaction towards Samsung cell phone:

Respondents satisfaction on Samsung

Phones

70%
60%
50%
Percentage

40%
30%
20%
10%
0%
Highly Moderately Satisfied Not satisfied
satisfied satisfied
Percentage 23% 12% 66% 0

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7. Who influenced you to buy Samsung cell?

Factors Number of respondents Percentage

Friends 41 41%

Relatives 14 14%

Advertisements 38 38%

Others 7 7%

Total 100 100%

Inference:

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

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Cylindrical representing influencing factors which forced the respondents to buy

Samsung cell phone:

Factors influenced to buy Samsung Phone

Percentage
41%
38%

14%
7%

Friends Relatives Advertisements Others

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8. What is your opinion about prices of Samsung?

Factors Number of respondents Percentage

Very high 8 8%

High 22 22%

Medium 66 66%

Low 4 4%

Total 100 100%

Inference:

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

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

Opinion about the Price of the Samsung

Phones
70% Medium, 66%

60%

50%

40%

30%
High, 22%
20%
Very high, 8%
10% Low, 4%
0%
Very high High Medium Low

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9. Are you loyal to Samsung?

Factors Number of respondents Percentage

Yes 80 80%

No 20 20%

Total 100 100%

Inference:

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

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9. Pie chart showing the brand loyalty of respondents towards samsung cell phone:

Loyalty of Respondents towards Samsung

Mobiles
Yes No

20%

80%

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

Factors Number of respondents Percentage

Highly satisfied 18 18%

Moderately satisfied 12 12%

Satisfied 70 70%

Not satisfied - -

Total 100 100%

Inference:

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

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

Opinions about the features added in

samsung Phones
80% 70%
70%
60%
50%
40%
30% 18%
20% 12%
10% 0
0%
Highly satisfied Moderately satisfied Satisfied Not satisfied

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

Factors Number of respondents Percentage

Highly satisfied 32 32%

Moderately satisfied 7 7%

Satisfied 61 61%

Not satisfied - -

Total 100 100%

Inference:

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

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

Satisfaction towards Battery Back up of Samsung

Phones
70% 61%

60%
50%
32%
40%
30%
20% 7%
10% 0
0%
Highly satisfied Moderately Satisfied Not satisfied
satisfied

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

Factors Number of respondents Percentage

Very impressive 29 29%

Moderately impressive 22 22%

Impressive 49 49%

Not impressive - -

Total 100 100%

Inference:

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

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12. Column chart representing opinion of consumer towards the sales promotional
activities of Samsung:

Opinion towards the sales promotional

activities of Samsung
60%
49%
50%

40%
29%
30%
22% Percentage
20%

10%
0
0%
Very impressive Moderately Impressive Not impressive
impressive

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13. What is your opinion on advertisements of Samsung?

Factors Number of respondents Percentage

Excellent 53 53%

Good 38 38%

Fair 9 9%

Poor - -

Total 100 100%

Inference:

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

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13. Cone chart representing consumer opinion towards the advertisements of Samsung:

Respondent opinion about Samsung

Advertisements
Percentage

53%

38%

9%
0

Excellent Good Fair Poor

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

Factors Number of respondents Percentage

Excellent 51 51%

Good 47 47%

Fair 2 2%

Poor - -

Total 100 100%

Inference:

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

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

Customer Opinion about after sales

service of Samsung
60%
51%
50% 47%

40%
Respondts

30%

20%

10%
2%
0
0%
Excellent Good Fair Poor
Percentage 51% 47% 2% 0

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Chapter – 4

SWOT ANALYSIS

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SWOT ANALYSIS

STRENGHTS

 Brand image of samsung is very good.

 Quality is the strength of samsung.

 After sales services is also good.

 It is a multinational company.

WEAKNESS

 Price of Samsung handsets is high.

 Sales promotional activities of Samsung are limited.

 Service centers are less.

OPPORTUNITIES

 If the Samsung company decreases the prices some value of color handsets, it can

capture more market.

 Effective and new sales promotional activities should be implemented by Samsung.

 Service centers should be more in number.

THREATS

 Threatens from other competitors in the market such as Redmi, Oppo, one plus and

Apple etc..,

 Threatens from the changing of customers according to time.

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FINDINGS
&
SUGGESSIONS

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FINDINGS

1. It is found that majority of consumers prefer Essential and Smart model

handsets of Samsung.

2. It is found that majority of consumers prefer Samsung due to its quality.

3. It is found that majority of consumers are satisfied with Samsung.

4. It is found that the influencing factor for consumers to purchase Samsung is

through advertisements.

5. It is found that consumers are satisfied with value added features of Samsung.

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SUGGESTIONS

1. The company should come up with new handset models compared to Redmi

and oppo

2. The consumers feel that the prices of Samsung Phones should be reduced.

3. The company needs to improve the sales promotional activities.

4. According to the survey the consumers prefer more models with different price

levels will attract the consumers. So, the company has to concentrate on these

in order to attain more market share.

5. Though the company is leading the market, it should beware of competitors

like Redmi and oppo in midrange and one plus in upper, which is also trying

to compete with Samsung by offering better quality products at economical

prices.

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Chapter – 5

QUESTIONNNAIRE

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Questionnaire

Dear sir/madam…

I am _______________ pursuing 1 year PGPM in ICFAI BUSINESS

SCHOOL…as per the partial fulfillment of my course, I have to complete the project
work. So please co-operate in filling the questionnaire.

male [ ] female [ ]

1. Profession [ ]

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

2. Income level [ ]

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

3. Which brand cell phone you have [ ]

A. Samsung b. Apple c. Redmi d. Others

4. Which type of Samsung cell you have [ ]

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

5. Why do you prefer Samsung [ ]

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

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

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

7. Who influenced you to purchase Samsung cell [ ]

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

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8. What is your opinion about prices [ ]

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

9. Are you loyal to Samsung [ ]

A. Yes b. No

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

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

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

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

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

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

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

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

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

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

Any opinion towards the product

Signature

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BIBLIOGRAPHY

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BIBLIOGRAPHY

1. Marketing management - philip kotler

2. Modern marketing - r.s.pillai,bhagwati

3. Magazine - business india

4. Website - www.samsung.co.in

www.google.com

www.wikipedia.org

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