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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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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OBJECTIVES
RESEARCH METHODOLOGY
LIMITATION
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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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”.

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.

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1. What type of professionals are using cell phones?

Professionals Number of respondents Percentage

Employees 0 0%

Businessmen 0 0%

Students 100 100%

Others 0 0%

Total 100 100%

Inference:

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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%

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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:

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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:

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5. What’s the Samsung phone’s quality like?

Factors Number of respondents Percentage

Quality 48 48%

Comfort 12 12%

Price 24 24%

Prestige 16 16%

Total 100 100%

Inference:

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6 What’s the Samsung phone’s comfort like?

Factors Number of respondents Percentage

Very high 8 8%

High 22 22%

Medium 66 66%

Low 4 4%

Total 100 100%

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7. What’s the Samsung phone’s price like?

Factors Number of respondents Percentage

Very high 8 8%

High 22 22%

Medium 66 66%

Low 4 4%

Total 100 100%

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8. What’s the Samsung phone’s prestige like?

Factors Number of respondents Percentage

Very high 8 8%

High 22 22%

Medium 66 66%

Low 4 4%

Total 100 100%

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9. 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:

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10. 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:

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11. 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:

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12. Are you loyal to Samsung?

Factors Number of respondents Percentage

Yes 80 80%

No 20 20%

Total 100 100%

Inference:

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13. 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:

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14. 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:

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15. 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:

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16. 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:

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17. 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:

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18. How do you recommend Samsung to your friends?

Factors Number of respondents Percentage

Excellent 51 51%

Good 47 47%

Fair 2 2%

Poor - -

Total 100 100%

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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

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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BIBLIOGRAPHY

1. Marketing management - Philip Kotler

2. Magazine - business India

3. Website - www.samsung.co.in

www.google.com

www.wikipedia.org

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