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org © 2021 IJCRT | Volume 9, Issue 4 April 2021 | ISSN: 2320-2882

A Study of the Impact of Branding Strategies on

Consumer Purchase Behavior with Reference to
Samsung Mobiles in Nagpur
Mr. Nitin Jambhale, Mr. Piyush Gupta
Student of MBA, S. B. Jain Institute of Technology, Management & Research Nagpur (India) ,
Student of MBA, S. B. Jain Institute of Technology, Management & Research Nagpur (India)

Abstract: The goal of the study was to learn more about marketers' branding strategies and how they affect consumer purchasing
behavior. The study's main point was that companies can choose from a variety of branding strategies, including independent,
corporate, and mixed branding, all of which have an impact on the product market and consumer motivation. Consumer purchasing
behavior is divided into five stages, each of which marketers attempt to influence. This research looks at how branding affects each
stage of consumer buying behavior, including need recognition, information search, evaluation, purchase, and post-purchase
behavior.

Index Terms - Branding, Strategies, Purchase, brand, consumer, Brand Preference

I. INTRODUCTION

At the same time, a brand is a symbol, a name, an entity, and a concept.” A icon is a brand. In the mind of a prospect, a symbol is
a sign that represents something. It has a deeper meaning to it. Symbols function by causing the cognitive process to be stimulated.
The consumer's perceptual mechanism consists solely of making sense of the images that surround him. Packaging, colours, logos,
emblems, style, and other brand figurative aspects are signaling that advertisers use to convey their intentions to consumers. Coca-
Cola, Pepsi for soft drinks; Hero, Honda for motorcycles; Titan, Citizen for watches; Maruti Suzuki, Tata for four-wheelers are just
a few examples of brands. A brand, according to the American Marketing Association, is a "name, word, sign, emblem, or design,
or a combination of them, intended to identify the products and services of one seller or group of sellers and to distinguish them
from those of competitors." A commodity is a tangible object that exists in the physical world.
A brand is an intangible object that exists in the minds of consumers. Brands are the engines of competitive advantage. ‘A popular
brand is a name, design, emblem, or any combination of these that distinguishes a company's product as having a long-term distinct
advantage' (Heinemann, 1991). Making a Purchase. Why and how is one brand selected while another is rejected? These are the
key questions concerning the principle of preference. This necessitates an understanding of consumer choice patterns and their
relationship to the brand. Since success is the only yardstick that measures how well the brand connects with the consumers in the
target market, brand stewards of respected brands have a better understanding of customers than the rest of the pack. To grasp
decision-making, consumer analysts usually use a realistic perspective. In this perspective, we combine as much detail as possible
with what we already know about a product as calmly and deliberately as possible.
Various scholars analyses different phases of purchasing decision in consumer habits to assist consumers in making decisions. What
Characterizes a Successful Brand? A powerful brand is one that has a lot of appeal. It has the ability to attract people and facilitate
transactions in a competitive market. A brand name has the power to entice consumers to purchase a product. There are several
current examples, such as Coke for soft drinks, Nike for athletic apparel, and Mc Donald's for burgers, all of which are well-known
in their respective fields. They spend a significant amount of money on advertising to market their brand. Customers request these
products due to the success of a certain brand name, and the business sees a rise in revenue. Their ability to stand out on a crowded
shelf and make an impression on the customer is the key to their success. The success of a brand comes at the detriment of others.
The decision is based on a process of elimination. When a buyer chooses and purchases a brand, the interests of brand marketers
are served.
When a brand is eliminated during the process, it fails. As a result, the most difficult challenge for a brand marketer is to survive
each stage of the decision-making process and eventually be purchased. Consumer Behavior is a field of psychology that studies
the different stages that a customer goes through before buying goods or services. It is the mechanism by which buyers make
decisions, both individually and collectively. It investigates individual market characteristics such as demographic and behavioral
variables in order to better understand what people want. It also conducts research to determine the impact of various groups on the
consumer, such as families, colleagues, and society. The study of when, why, how, and where people purchase products is known
as consumer behavior. Psychology, sociology, social anthropology, and economics are also incorporated. Consumer behavior is an
attempt to comprehend how buyers make decisions, both individually and in groups. It investigates market traits such as
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demographics and behavioral factors in order to better understand what people want. It also attempts to measure the impact of
groups such as family, peers, reference groups, and culture in general on the customer.

II. OBJECTIVE OF STUDY

 To study the concept of Brand.
 To identify the influence of branding on purchasing decision of customer.
 To analyse the factor which influence and motivate the customer to buy smartphone.

 To know the impact of brand on purchasing strategy of customer .

III. LITERATURE REVIEW

 Douglas McConnell (1968) , has conducted a research study titled, “The Development of Brand Loyalty: An
Experimental Study”, Consumers created preferences for three brands of a physically homogeneous product (beer) that
were similar except for brand name and price, according to a field experiment with a factorial design. For marketing
researchers, the experiment's relevance stems primarily from the relative value of perceived consistency as a determinant
of brand loyalty. In the real world, price is obviously just one indicator of quality, making perceived quality more
difficult to assess than transactions over time. However, it is thought that more complex models containing such
variables would have far greater predictive capacity than the stochastic models proposed.
 Jagdish N. Sheth (1968), in the paper, “A Factor Analytical Model of Brand Loyalty”, An empirical model of
calculating brand loyalty for individual customers based on frequency and pattern of transactions is described using
factor analysis as a method of estimating parameters. Since we are more familiar with probability concepts, establishing
isomorphic transformations of brand loyalty scores into probability measures would be an important extension of this
research. Since brand loyalty ratings are based on both frequency and pattern of transactions, the resulting probabilities
will be functions of both frequency and pattern (history) of purchases. Despite some limitations, the method seems
superior to stochastic models for generating robust measures at the individual level. Reviews in brand loyalty are
restricted though it is an exhaustive area to explore complete reviews and it may deviate from the title.
 Deepak and Agarwal (1996), in their research study, “Effect of Brand Loyalty on Advertising and Trade Promotions:
A Game Theoretic Analysis with Empirical Evidence”, The authors of this paper looked at how producers of consumer
packaged goods should balance media ads (pull strategy) and trade promotions (push strategy). If one brand is
sufficiently stronger than the other and advertising is cost effective, the stronger brand loyalty needs less advertising
than the weaker brand loyalty, yet a larger loyal segment requires more advertising than a smaller loyal segment,
according to the report. According to the findings, the retailer promotes the stronger loyalty brand more often, but at a
lower price discount, than the weaker loyalty brand. In this context, the stronger brand goes "aggressive" with more
trade promotions, while the weaker brand goes "defensive" with more ads. The findings indicate that the retailer
promotes stronger loyalty brands more often than weaker loyalty brands, albeit at a lower discount price on average.
 Shanmugan (2011, p. 286), “brand loyalty is the consumer's conscious or unconscious decision, expressed through
intention or behaviour, to repurchase a brand continually”. Brand loyalty can be described as, "a deeply held
commitment to re-buy or re-patronize a preferred product/service consistently in the future, causing a repetitive same
brand or same brand-set purchasing, despite situational influences and marketing efforts having the potential to cause
switching behaviour” (Son K, et al., 2010). Dick and Basu (1994) explain there may be positive as well as negative
perception of the consumers towards the brand and the negative perception may lead to patronize of the brand but in
few occasions.
 Dick and Basu’s (1994) customer loyalty model is the combination on both attitude and behaviour loyalty. Moreover,
they developed the conceptual framework for brand loyalty and defined "loyalty is the result of the interaction between
a customer’s relative attitude to a brand, and their repeat purchase behaviour for that brand". Further, the loyal group of
customers was divided into four types; true loyal, spurious loyal latent loyal and non-loyal. 'True loyal' customers were
the group of people with high attitudinal and behavioural loyalty, those with high behavioural loyalty, but low attitudinal
loyalty as 'spurious loyal', those with high attitudinal loyalty but low behavioural loyalty as 'latent loyal', and those with
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low attitudinal and behavioural loyalty as 'nonloyal'(Dick and Basu, 1994). The pattern in consuming durable and non-
durable goods or consumption goods are not similar Thiele & Bennett (2001). Customers make a purchase in
consumption goods frequently while the purchase of durable goods is made on rare occasions. Brand loyalty is a
consumer attachment to a high value of the brand (Aaker, 1996). A consumer will deliver loyalty, trust for the brand in
regards to their beliefs and expectation. Also, they will get remained to their loyal brand and are not carried away by
the strategies of their competitor`s brand (Aaker,1996). He further describes brand loyalty of customers in five different
levels. 1) The consumers who often switch their brand and don’t consider to remain to the brand is a switcher. 2) A
Habitual Buyer is a group of loyal customers, but the loyalty may not necessarily be on satisfaction and pride. 3) The
consumers satisfied with the brand are satisfied buyers. They are the loyal customers based on profit and loss, but the
loyalty is not based on pride and familiarity of the brand. 4) The next level of consumers is those who liked the brand.
Now, influence towards new product is rare, but the consumer group yet openly does not express their pride to others
related to the brand. 5) Committed buyers are the group of consumers who feels proud towards the brand and express
their pride which results as a promotion of the brand.
 (Aaker, 1991) states the perceive quality of consumers has a great impact towards loyalty of the brand and company
success. It plays a vital role to maintain a warm relationship and trust inside the customers. Thus, perceive quality grows
stronger and keeps away from competitors.
 (Pappu, Quester, & Cooksey, 2006) developed a parameter to measure the quality of durable goods. According to them,
easy access, serviceability, durability, performance and excellent feature determine the quality towards brand loyal
customers. Perceived quality is defined as the consumers’ judgment about an entity's (service's) overall excellence or
superiority (Zeithaml, 1987). Rowely, 1995 defines perceive quality in the service sector is a kind of attitude, but different
from the satisfaction, occurs as perception of performance from their expectations. The main parameter for the brand
loyalty is the perceived quality (Gurbuz, 2008). He explains that when the perceived quality is view most important
element of the brand, results in the occurrence of brand loyalty. The perceive brand quality enhances the profitability of
the company due to the influence in brand loyalty and the increase of satisfied customers (Apéria & Back, 2004).
(Kan,2002) defines perceive quality is the overall knowledge and experience applied while making a purchase that
includes the attributes like product benefit, durability, reliability, function of the product. (Aaker, 1996) defines the
difference between perceiving quality and real quality. It is because the customer gets negatively affected by the bad
image of the product in the future as well. Besides, the consumers will not believe the same product, even if its quality
has been upgraded later. Consumer examines a product quality from their past knowledge and experiences which results
in consumer subjective judgment in product quality (Holbrook & Corfman, 1985).

IV. RESEARCH METHODOLOGY

Research is the process of systematic and in depth study of any particular topic, subject by the collection, presentation
and interpretation of relevant details or data. It is a careful search or injury into any subject matter, which is an endeavor or find
out valuable facts which would be useful for further application or utilization. Survey method is the methodology adopted for the
research work.

Primary data
A primary data source is an original data source, that is, one in which the data are collected first hand by the researcher
for a specific research purpose or project. Primary data can be collected in a number of ways. However, the most
common techniques are self-administered surveys, interviews, field observation, and experiments. Primary data
collection is quite expensive and time consuming compared to secondary data collection.
Secondary data
Secondary data analysis can save time that would otherwise be spent collecting data and, particularly in the case
of quantitative data, can provide larger and higher-quality databases that would be unfeasible for any individual
researcher to collect on their own. In addition, analysts of social and economic change consider secondary data essential,

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since it is impossible to conduct a new survey that can adequately capture past change and/or developments. However,
secondary data analysis can be less useful in marketing research, as data may be outdated or inaccurate
 Primary Data Collected Through
 Observation
 Personal Interview (Face to Face)
 Questionnaires
 Secondary Data Collected Through
 Internet searches or libraries
 Progress report
 Company Sites
 Newspaper Articles

Sample size
The sample size for this research is 50 users who were selected purely based on convenience and support the purpose of the
study.

V. DATA ANALYSIS AND INTERPRETATION

This chapter is data analysis, in this chapter the data collected through questionnaires was analysed as the primary research
method was survey. Questionnaires was distributed among people via email and distribution among people, SPSS was used to
process the data using various graph, chart and Statistic to illustrate the findings. This chapter will first show the sample and analysed
the target sample. Then according to research objective the findings was discussed and analysed. Data analysis is Consider to be
important step and heart of the research in research work. After collection of data with the help of relevant tools and techniques,
the next logical step, is to analyse and interpret data with a view to arriving at empirical solution to the problem.

Gender Frequency Percentage

Male 30 60

Female 20 40

Total 50 100

Table No.1 Gender Profile

20
40
30
40%
Female
20
60%
Male
0
1 Male 2
Female

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INTERPRETATION
From the above table and graph no.1 it is observed that the total targeted sample consisted of 50 people. The result shows that out
of the 50 people 20 were Female which is 40% of total targeted population and 30 were Male which 60% of total targeted population.
From the above interpretation it is observed that there is a positive finding with regards to male and female ratio.
Table No.2 Age Profile

Age Frequency Percentage

15-25 30 60
25-35 9 18
35-45 7 14
45-55 4 8
Total 50 100

Graph No.2 Age Profile

35
30
No. of Respondents

25
20
15
10
5
0
15-25 25-35 35-45 45-55
Frequency Percentage
Age

INTERPRETATION
From the above table and graph no.2 it is observed that total number of respondents was 50 and in that the highest majority of
respondent were of age 15-25 that are 30 respondents which was 60% of total, the second highest and third highest respondents
were age 25-35 and 35-45. From the above interpretation it is observed that the highest majority of respondents were into Age
Group of 15-25.

Table No.3 Occupation Profile

Occupation Frequency Percentage

Business 7 14
Service 13 26
Profession 7 14
Student 20 40
Not Working 3 6
Total 50 100

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Graph No.3 Occupation Profile

Business
Service

Profession
Total

Student
Not Working

Business Service Profession Student Not Working Total

INTERPRETATION
From the above table and graph no.3 it observed that the maximum numbers of respondents were students which were 20 which
were 40% of total sample. This was followed by Service which was 26%, 14% are in profession and 14% are service .and 6% are
not working. From the above interpretation it is observed that students responded more than any other.

Table No.4 People using Smartphone

Table No.4 People using smartphone

Options Frequency Percentage

Yes 47 94

No 3 6

Total 50 100

6%

94%

Yes No

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INTERPRETATION
From the above table and graph no.5 it is observed that percentage of people use smartphone from the sample of 50 people 94%
that is 47 people out of 50 use smartphone and only 3 that is 6% does not use smartphone. From the above interpretation it is
observed that most of the respondents are smartphone users.
Table No.5 Various Smartphone Brand Users

Options Frequency Percentage

Samsung 25 50
Other 7 14
I Phone 4 8
HTC 6 12
Nokia 5 10
None 3 6
Total 50 100

Graph No.5 Various Smartphone Brand Users

NO, OF RESPONDENTS

25

7 6 5
4

SAMSUNG OTHER IPHONE HTC NOKIA

OPTIONS

INTERPRETATION
From the above table and graph no.5 it is observed that 50% respondent said that they use Samsung Brand 14% respondent said
that they use other Smartphones. 12% respondent said they use HTC Brand. 10% respondent said they use Nokia Brand and 8%
respondent said they use IPhone and 6% who does not use smartphone does not reply. From the above interpretation it is observed
that the various smartphone brand users, as maximum people using Samsung Brand phones.
Table No.6 Influence of Brand on Purchasing Decision

Options Frequency Percentage

Advertising 8 16
Shop Display 0 0
Word of Mouth 20 40
Family/Friends 14 28
Any Other 5 10
None 3 6
Total 50 100

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Graph No.6 Influence of Brand On Purchasing Decision

3 8 0
5 Advertising
Shop Display
Word of Mouth
14
Family/Friends
20
Any Other
None

INTERPRETATION
From the above table and graph no.6 it is observed that 40% respondents influence by word of mouth, 28% influence by family &
friends, 16% influence by advertisement, and 10% influence by any other reason. This result clarifies that maximum number of
people consult to their family and friends before making a purchase decision. From the above interpretation it is observed that the
family and friends word of mouth act as an external influence to consumers in purchase decision making process.
Table No.7 Satisfaction level of customer with their Smartphone

Option Frequency Percentage

Very Satisfied 25 50
Some What Satisfied 11 22
Some What Dissatisfied 8 16
Very Dissatisfied 3 6
None 3 6
Total 50 100

Graph No.7 Satisfaction level of customer with their Smartphone

25
No. Of Respondenta

20

15

10

0
VERY SATISFIED SOME WHAT SATISFIED SOME WHAT VERY DISSATISFIED
DISSATISFIED
Options

INTERPRETATION
From the above table and graph no.7 it is observed that 50% respondent are Very satisfied with their smartphone and 22% respondent
are Some What satisfied with their smartphones and 16% respondent are Some What Dissatisfied with their Smartphone and 6%
are Very Dissatisfied with their Smartphone. From the above interpretation it is observed that the satisfaction level of consumers
with their smartphone, as maximum respondents using a smartphone are satisfied with their smartphone, very few are dissatisfied
with the brand of their smartphone.

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Table No.8 Influence on Purchase of Samsung Brand

Options Frequency Percentage

Brand 17 34
Price 2 4
Performance 11 22
Quality 9 18
Design 0 0
Operating System 3 6
Reputation 5 10
Service 0 0
None 3 6
Total 50 100

Graph No.8 Influence on Purchase of Samsung Brand

Brand
10% 0%
6% Price
0% 34%
Performance
18% Quality
Design
4%
22% Operating System
Reputation
Service

INTERPRETATION
From the above table and graph no.8 it is observed that 34% respondent buy Samsung because of brand, 18% respondent buy
Samsung because of Quality,22% respondent buy because of Performance, and 10% buy because of Reputation, and 6% buy
because of Operating System and 4% buy because of Price. From the above interpretation it is observed that as maximum respondent
are buying because of Brand, and very few respondent purchase on the basis of Design and Service.
Table No.9 Willingness to pay for Smartphone

Options Frequency Percentage

5000-10000 8 16
10000-15000 10 20
15000-20000 16 32
20000-25000 7 14
25000-30000 4 8
30000 Above 2 4
None 3 6
Total 50 100

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Graph No.9 Willingness to pay for Smartphone

16

NO. OF RESPONDENTS
16
14 10
12 8
10 7
8 4
6 2
4
2 Series1
0

OPTIONS

INTERPRETATION
From the above table and graph no.9 it is observed that 32% is willing to pay form Rs.15000 – Rs.20000 and 20% is willing to pay
from Rs.10000 - Rs.15000, this range focus on mid-range smartphones. 14% are willing to pay Rs.20000 to Rs.25000 and 8% are
willing to pay Rs.25000 – Rs.30000 for a smartphone. There are only 8% who want to pay Rs.5000- Rs.10000 for a smartphone
which is for the low-end smartphone. Only 4% are willing to pay for high end smartphone which is the range of Rs.30000 and
above. From the above interpretation it is observed that the maximum number of people purchased mid-range smartphone which
cost between Rs.10000 to Rs.20000 and the sales of mid-range smartphone have high sales in market.
Table No.10 Source of Buying Smartphone

Options Frequency Percentage

Mobile Shop 24 48
Nearest store to my home or work 11 22
Hyper Markets & Malls 0 0
Online 5 10
Doesn't Matter (any place) 7 14
None 3 6
Total 50 100

Graph No.10 Source of Buying Smartphone

Doesn't Matter(any
place)

Online

Hyper Markets &

Mobile Shop
Malls

Nearest store to my
home or work

INTERPRETATION
From the above table and graph no.10 it is observed that 48% respondent are prefer buying from Mobile Shop, 22% respondent are
prefer buying from Nearest store to their home or work, 10% are prefer from online, and for 14% respondent it doesn’t matter they
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buy from any place, and there is 0% of respondent are prefer buying from Hyper Markets and malls. From the above interpretation
it is observed that maximum number of respondent are prefer buying from mobile shop, and there are very few respondent prefer
buying from online.
Table No.11 Customers Perception about Quality of Samsung phones

Graph No.11 Customer Perception about Quality of Samsung Phones

Option Frequency Percentage

Good 27 54

Best 5 10

Excellent 13 26

Fair 2 4

None 3 6

Total 50 100

27
No. Of Respondents

30

20 13
5
10 2
Series1
0
Good Best Excellent Fair
Options

INTERPRETATION
From the above table and graph no.11 it is observed 54% respondent rate the good quality of Samsung 10% rate for best quality,
26% rate for excellent quality, and 4% rate for fair quality. From the above interpretation it is observed that the influence of quality
is high as consumers want to pay for good product .
Table No.12 Satisfaction of customer with the service provided by Samsung

Options Frequency Percentage

Very Satisfied 19 38
Some What Satisfied 25 50
Some What Dissatisfied 2 4
Very Dissatisfied 1 2
None 3 6
Total 50 100

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Graph No.12 Satisfaction of Customer with the service provided by Samsung

25

No. Of Respondents
25 19
20
15
10
2 1
5
0
Very Satisfied Some What Some What Very Dissatisfied
Satisfied Dissatisfied
Options

INTERPRETATION

From the above table and graph no.12 it is observed that38% respondent are Very satisfied with the service, and 50% respondent
are Some What satisfied with the service and 4% respondent are Some What Dissatisfied with the service provided by Samsung
company and 2% are Very Dissatisfied with the service. From the above interpretation it is observed that the maximum respondents
using a smartphone, are Some What satisfied with their smartphone, and very few are dissatisfied with the service provided by
Samsung Company.
Table No.13 Improvement of Samsung over the past year

Option Frequency Percentage

Yes 42 84

No 5 10

None 3 6

Total 50 100

Graph No.13 Improvement of Samsung over the past year

No

Yes
No

Yes

INTERPRETATION
From the above table and graph no.13 it is observed that 84% respondent say Samsung have improved from past years,
and 10% respondent were say Samsung does not have any improvement over the past years. From the above interpretation it is
observed that maximum number of respondents think Samsung have improved their quality, Services over the last years.

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Table No.14 Rating of New technology in Samsung

Options Frequency Percentage

Good 25 50
Excellent 16 32
Fair 3 6
Not Satisfied 3 6
None 3 6
Total 50 100

Graph No.14 Rating of New Technology in Samsung

NO. OF RESPONDENTS

25

20

15

10

0
Good Excellent fair Not Satisfied
OPTIONS

INTERPRETATION
From the above table and graph no.14 it is observed that 50% respondent rate good technology, 32% respondent rate excellent, and
6% respondent rate fair technology, and 6% respondent are not satisfied. From the above interpretation it is observed that maximum
number of respondents are rating good technology of Samsung, and very few are not satisfied with the technology of Samsung.

No.15 Satisfaction of Customer with Samsung

Option Frequency Percentage
Very Satisfied 16 32
Some What Satisfied 30 60
Some What Dissatisfied 4 8
very Dissatisfied 0 0
None 3 6
Total 50 100

Graph No.15 Satisfaction of Customer with Samsung

25
No. Of Respondents

20
15
10
5
0
Very Satisfied Some What Satisfied Some What Dissatisfied very Dissatisfied
Options

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INTERPRETATION
From the above table and graph no.15 it is observed that 32% of respondents said that they are very satisfied with Samsung brand,
where as 60% respondent are Some What satisfied with Samsung brand, for 8% of respondents it was Some What dissatisfied with
Samsung brand. From the above interpretation it is observed that the maximum consumers are satisfied with the Samsung brand
and very few are dissatisfied with the brand of their smartphone.
Table No.16 Changes in Samsung

Option Frequency Percentage

More Product Range 15 30
Better Packaging 3 6
Design 8 16
More Shades 8 16
All the above 11 22
None 2 4
None 3 6
Total 50 100

Graph No.16 Changes in Samsung

NO. OF RESPONDENTS

30

20

10

0
More Product Better Design More Shades All the above None
Range Packaging
OPTIONS

Frequency Percentage

INTERPRETATION
From the above table and graph no. 16 it is observed that 30% respondent are want more product range,16% want more shades,
16% respondent want design, 6% want better packaging, and 22% respondent want all the above.From the above interpretation it
is observed that maximum number of respondents wish to increase more product range in Samsung.

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VI. HYPOTHESIS TESTING

Hypothesis 1:- There is a positive relation between brand and customer purchase decision.
Table No.8 Influence on Purchase of Samsung Brand
Options Frequency Percentage

Brand 17 34
Price 2 4
Performance 11 22
Quality 9 18
Design 0 0
Operating system 3 6
Reputation 5 10
Service 0 0
None 3 6
Total 50 100

Table No.8 Influnce of samsung Brand

None
6%
Reputation
10%
Brand
Operating System 34%
6%

Quality
18%
Price
4%
Performance
22%

Brand Price Performance Quality Operating System Reputation None

Interpretation
From the above table and graphs no. 8 it is observed that 34% respondent buy Samsung because of brand, 24% respondent buy
Samsung because Quality, 22% respondent buy because of Performance, and 10% buy because of Reputation, and 6% buy because
of Operating System and 4% buy because of Price. From the above interpretation it is observed that as maximum respondent are
buying because of Brand, and very few respondent purchase on the basis of Design and service.
Hence, Hypothesis is accepted
Hypothesis 2:- Customers are very much satisfied with the Samsung Brand.
Table No. 12. Satisfaction of customer with the service provided by Samsung
Options Frequency Percentage
Very Satisfied 19 38
Some What Satisfied 28 56
Some What Dissatisfied 2 4
Very Dissatisfied 1 2
Total 50 100

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Graph no. 12 Satisfaction of customer with the service provided by Samsung

60

50

40

30
56

20 38

10

4 2
0
Very satisfied Some What Satisfied Some What Dissatisfied Very Dissatisfied

Options

Interpretation
From the above table & graph 38% respondent are Very satisfied with the service, and 56% respondent are Some What satisfied
with the service and 4% respondent are Some What Dissatisfied with the service provided by Samsung Company and 2% are Very
Dissatisfied with the service. This data helps in analysing the satisfaction level of consumers with the service provided by Samsung
Company, as more than 50% of respondents using a smartphone are somewhat satisfied with their smartphone, and very few are
dissatisfied with the service provided by Samsung Company. Hence, Hypothesis is Accepted.

VII. CONCLUSION
The major of this study is to analyse consumer behaviour towards smartphone purchase. The result is observed that there is a
positive finding with regards to male female ratio, and the highest majority of respondents were into the age group of 15-25.
From the study it is observed that most of the respondents are smartphone users, and maximum respondents using Samsung
brand, and maximum respondents using a smartphone. The family/ friend and word of mouth acts as an external influence to
consumers in purchase decision making process.
The maximum number of people purchased mid-range smartphone which cost between Rs. 10000 to Rs. 20000 and the sales of
mid-range smartphone have high sales in the market.
From the study it is observed that more respondents are prefer buying from mobile shops, and there are very few respondents
prefer buying from online, and maximum respondents are somewhat satisfied with service and quality of Samsung mobiles, and
very few are dissatisfied with service and quality of Samsung mobiles. Maximum number of respondents wish to increase more
product range in Samsung.

VIII. REFERENCES
[1] Aaker, D.A., Building brands without mass media, Harvard Busi
ness Review, January-February Hillenbrand, P., A. Sarael, J. Cervantes and F. Barrios (2013). “Better Branding: Brand names can
influence consumer choice”. Journal of Product And Brand Management, 22 (4): 300-308.
Kotler and Armstrong, 2010, Principle of marketing, 3rd Edn. Pearson Education Journal Mihart, C (2012), “Impact of Integrated
Marketing Communication on Consumer Behaviour. Effects on Consumer Decision making Process”. International journal of
marketing studies.

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