“A STUDY TO FIND THE CUSTOMER SATISFACTION OF THE CUSTOMERS OF HOME APPLIANCES SEGMENT OF SAMSUNG ELECTRONICS INDIA LTD IN THE ERNAKULAM REGION” ORGANIZATION STUDY Submitted to
MAHATMA GANDHI UNIVERSITY, KOTTAYAM In partial fulfilment of the requirement for the award of the Master’s Degree in Business Administration (MBA) (2009-2011)
BY NAPHEEL YEHSAN Register No: 10803
RAJAGIRI COLLEGE OF SOCIAL SCIENCES RAJAGIRI P.O KOCHI – 683104
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DECLARATION
I, Napheel Yehsan , Student of Rajagiri College of Social Sciences, Kochi, hereby declare that this project report titled “A study to find the customer satisfaction of the customers of Samsung Electronics Ltd India in the Ernakulam region” is an original work carried out by me for the partial fulfilment of the requirement for the award of Masters of Business Administration degree of Mahatma Gandhi University,Kottayam.
I also declare that this project is original and has not been previously submitted for the award of any degree, diploma or any other similar title of Mahatma Gandhi University or any other University or Institute.
Date: Place:
Napheel Yehsan
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ACKNOWLEDGEMENT I wish to express my sincere gratitude to the management and staff of the RAJAGIRI COLLEGE OF SOCIAL SCIENCES for providing me a wonderful opportunity to gain practical knowledge by including this project as a part of MBA curriculum. I wish to thank Prof. K Tharu Benny for helping me by correcting and assisting in completing the project successfully.
Also reserved on priority are my special wishes and gratefulness to management and staff of Samsung Electronics India Ltd, Ernakulam for permitting and assisting me in the project. I would like to thank Mr. P Vijayan of Samsung Electronics India Ltd, without his guidance this project would not have been possible.
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LIST OF CONTENTS
Sr.
Particulars
Page No.
No.
1.
Title Page
01
2.
Acknowledgement
03
3.
Executive Summary
05
4.
Introduction
06
5.
SECTION I
6.
Industry Profile
08
Company Profile
11
Financial Results
22
Products
25
SECTION II Research Methodology
34
Analysis and Interpretation
37
Findings and Suggestions
53
Conclusion
55
7.
Bibliography
57
8.
Annexure
59
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Executive Summary The Consumer Durables industry consists of durable goods and appliances for domestic use such as, refrigerators, air conditioners and washing machines and micro wave ovens are also included in this category. The sector has been witnessing significant growth in recent years, helped by several drivers such as the emerging retail boom, real estate and housing demand greater disposable income and an overall increase in the level of affluence of a significant section of the population. The project intends to study the customer satisfaction of customers of Samsung Electronics India ltd in the Ernakulam region. For this various factors were considered like employee assistance, post sales follow ups, value for money, variety of appliances etc. The main objective of finding out the customer satisfaction is know the reasons why customers are dissatisfied and what all measures are to be taken to reduce this dissatisfaction or else the company will lose its existing customers if they are kept unhappy.
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INTRODUCTION Before the liberalization of the Indian economy, only a few companies like Kelvinator, Godrej, Alwyn, and Voltas were the major players in the consumer durables market, accounting for no less than 90% of the market. Then, after the liberalization, foreign players like LG, Sony, Samsung, Whirlpool, Daewoo, and Aiwa came into the picture. Today, these players control the major share of the consumer durables market. Consumer durables market is one of the fastest growing market. It is growing very fast because of rise in living standards, easy access to consumer finance, and wide range of choice, as many foreign players were entering in the market with the increase in income levels, easy availability of finance, increase in consumer awareness, and introduction of new models, the demand for consumer durables has increased significantly. Products like washing machines, air conditioners, microwave ovens, colour televisions (CTV) were no longer considered luxury items. However, there were still very few players in categories like vacuum cleaners, and dishwashers Consumer durables sector is characterized by the emergence of MNCs, exchange offers, discounts, and intense competition. The market share of MNCs in consumer durables sector is 65%. MNC's major target is the growing middle class of India. MNCs offer superior technology to the Consumers whereas the Indian companies compete on the basis of firm grasp of the local market, their well acknowledged brands, and hold over wide distribution network. However, the penetration Level of the consumer durables is still low in India.
Indian Consumer durables market used to be dominated by few domestic players like Godrej, Voltas, Allwyn and Kelvinator. But post liberalization many foreign companies have entered into Indian market dethroning the Indian players and dominating Indian market the major categories being CTV, REFRIGRATOR, MICROWAVE OVEN and WASHING MACHINES.
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India being the second largest growing economy with huge consumer class has RESULTED IN consumer durables as the fastest growing industries in India. LG, SAMSUNG the two Korean companies have been maintaining the lead in the market with LG being leader in almost all the categories. The rural market is growing faster than the urban market, although the penetration level is much lower .The CTV segment is expected to the largest contributing segment to the overall growth of the industry. The rising income levels double-income families and consumer awareness were the main growth drivers of the industries.
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Section I
INDUSTRY AND COMPANY PROFILE
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INDUSTRY PROFILE The Consumer Durables industry consists of durable goods and appliances for domestic use such as televisions, refrigerators, air conditioners and washing machines and micro wave ovens are also included in this category. The sector has been witnessing significant growth in recent years, helped by several drivers such as the emerging retail boom, real estate and housing demand greater disposable income and an overall increase in the level of affluence of a significant section of the population. The industry is represented by major international and local players such as BPL, Videocon, Voltas, Blue Star, MIRC Electronics, Titan, Whirlpool etc. The consumer durables industry can be broadly classified into two segments: Consumer Electronics and Consumer Appliances. Consumer Appliances can be further categorized into Brown Goods and White Goods. The key product lines under each segment were as follows. Industry size, growth, trends The consumer durables market in India was estimated to be around US$ 11 billion in 2009-10. More than 7 million units of consumer durable appliances have been sold in the year 2008-09 with colour televisions (CTV) forming the bulk of the sales 30 percent share of volumes. CTV, refrigerators and Airconditioners together constitute more than 60 per cent of the sales in terms of the number of units sold. In the refrigerators market, the frost-free category has grown by 8.3 per cent while direct cool segment has grown by 9 per cent. Companies like LG, Whirlpool and Samsung have registered double-digit growth in the direct cool refrigerator market. In the case of washing machines, the semi-automatic category with a higher base and fully-automatic categories have grown by 4 per cent to 526,000 units 9
and by 8 percent to 229,000 units, respectively. In the air-conditioners segment, the sales of window AC’s have grown by 32 per cent and that of split ACs by 97 per cent. Since the penetration in the urban areas for these products is already quite high, the markets for both C-TV and refrigerators were shifting to the semi-urban and rural areas the growth across product categories in different segments is assessed in the following sections. Consumer electronics The CTV production was 15.10 million units in 2008-09 and is expected to grow by at least 25 per cent in the coming years. At the disaggregated level, conventional CTV volumes have been falling while flat TVs have grown strongly. Market sources indicate that most cctv majors have phased out conventional TVs and have been instead focusing more on flat TVs. The flat segment of CTVs now account for over60 per cent of the total domestic TV production and is likely to be around 65 per cent in 2010-11.High-end products such as liquid crystal display (LCD) and plasma display CTV grew by 400 per cent and 150 percent Cent respectively in 2009–10 following a sharp decline in prices of these products and this trend is expected to continue and new LED TV has come into the market and 3D TV’s are also going to be introduced in the market . The audio/video player market has seen significant growth rates in the domestic market as prices have dropped. This trend is expected to continue through 2009- 2010, as competition is likely to intensify to scale and capture the mass market.
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COMPANY PROFILE History From its inception as a small export business in Taegu,Korea,Samsung has grown to become one of the world’s leading electronics companies, specializing in digital appliances and media, semiconductors, memory, and system integration. Today Samsung’s innovative and top quality products and processes are world recognized. This timeline captures the major milestones in Samsung’s history, showing how the company expanded its product lines and reach, grew its revenue and market share, and has followed its mission of making life better for consumers around the world. 2000-Present Pioneering the Digital Age The digital age has brought revolutionary change – and opportunity – to global business, and Samsung has responded with advanced technologies, competitive products, and constant innovation. Samsung see every challenge as an opportunity and believe they are perfectly positioned as one of the world's recognized leaders in the digital technology industry. their commitment to being the world's best has won them the No.1 global market share for 13 of their products, including semiconductors, TFT-LCDs, monitors and CDMA mobile phones. Looking forward, they are making historic advances in research and development of their 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.
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Recent developments 2010 •
Displayed the world’s thinnest TV (6.5mm) at CES
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Launched major restructuring of its businesses
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Cooperates in creating a foundry with Xilinx of the US
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Developed the world’s first 40 nanometer DRAM
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Announced its “Blue Earth” solar-powered phone
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Released its V-line Crystal Rose LCD TV
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Samsung is found No. 1 in customer loyalty for 8 years consecutively by Brand Keys of the USA
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Samsung Digital Imaging developed an innovative hybrid digital camera
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Built the world’s largest mobile phone as recorded in the Guinness Book of World Records
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Received a “Quality Management Award” in Malaysia
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SADI, Samsung's design school, received the most iF Concept Design Awards for its entrants
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Opened “samsungmobile.com” for its domestic customers
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Received an Excellence Award from ENERGY STAR of the US
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Released the world’s thinnest Blu-ray player
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Introduced Mobile WiMax into Malaysia
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Released the world’s first full HD camcorder with a 64GB SSD
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Sold more than 20 million full touch phones in shortest time ever
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Samsung took up a record high market share in LCD monitors
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Released the world’s first solar -powered mobile phone in India
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Released the “JET,” its new concept full touch screen phone
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Released its 120Hz 3D monitor
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Samsung took the No. 1 spot in the global digital sign market for the first time
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Sold 500,000 units of its LED TVs in 100 days since its release
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Opened the “visual mobile” era with its third generation full touch Haptic AMOLED 12
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Released the world’s first infrared video phone
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Became the first in the industry to acquire TCO 3.0 certification for its notebook computers
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Announced its “Green Management” strategy
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Began mass production of the world’s first 40 nanometer DDR3 DRAM
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Released the world’s thinnest watch phone
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Developed the world’s lowest power 1GHz mobile CPU core
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Opened Samsung Application Store Seller Site
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Attained its most awards ever at IDEA 2009
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Released its strategic smart phone, the OmniaⅡ
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Samsung's Yuna Haptic sold 500,000 units in record time
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Became the first in the industry to sell more than 10 million LCD TVs in the first half of the year
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Samsung won the chairmanship of the 3GPP international standardization association 2009
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Sold more than 5 million of its STAR full touch phones in 4 months
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Samsung’s Application Store officially opened
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Released the “Corby” full touch phone targeted at younger users
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Provided the WorldSkills Calgary 2009 Competition support
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Installed the world’s largest video wall in the US
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Released the first large capacity 16kg automatic washing machine in the domestic market
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Samsung's “Mondi” WiMax terminal receives “Best Product” at the 4G Awards
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Entered the top 10 list in the world’s top 100 global brands
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Samsung was selected as one of the top 10 global businesses in responding to climate change
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Samsung TVs took 50% of the Iranian market
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Introduced its R&D master system Released the “Giorgio Armani” smart phone 13
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Sold more than 5 million LCD panels for notebooks per month for the first in the industry
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Developed a 240Hz 3D LCD panel
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Received the 2009 LCD TV Market Leadership Award
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Deploys its brand memory card business
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Reached the world’s first LTE terminal supply agreement
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Developed the world’s thinnest 3mm LED TV panel
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Samsung successfully tested WiMax global roaming
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Samsung’s LED TV won “TV of the Year” in Britain
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Declared its “Creative Company” strategy for the next 100 years
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Passed 4 trillion won in operating profits for its 40th year of foundation
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Introduced a “Creative New Employee” hiring system
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Developed the world’s first 0.6mm 8 chip package
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Sold 10 million STAR phones in six months of its release
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Announced its open mobile platform, “bada”
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Became the first in the industry to sell more than 4 million LCD panels for TVs per month
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Supported the hosting of the WCG final
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Launched a VIP membership program
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Sold 50 million full touch screen phones in 2 years
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Samsung's printing solutions won product of the year in the US
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Announced “bada” its own smart phone platform
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Samsung successfully commercialised its 4th generation LTE terminal
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Restructured its organization and appointed Gee-Sung Choi as its new CEO
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Sales of Samsung “Yuna Haptic” phones broke the threshold of 1 million 2008
•
Became No. 1 in the US digital TV market for the 4th consecutive year Named Yoon-Woo Lee as a Vice Chairman & CEO of Samsung Electronics
•
Launched OMNIA phone
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•
Completed establishing TV manufactory in Russia Kaluga
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Became the official sponsor of 2010 Guangzhou Asian Game
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Developed the world's first 2Gb 50 NANO
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Samsung takes No. 1 spot in U.S. cellphone market
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Opened Global Brand PR Centre ‘Samsung D'light' 2007
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No.1 worldwide market share position for TVs achieved for the 9th quarter in a row
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No.1 worldwide market share position for TVs achieved for the seventh quarter in a row
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Developed the world's first 30nm-class 64Gb NAND Flash™ memory
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BlackJack bestowed the Best Smart Phone award at CTIA in the U.S. 2006
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Attained No.1 worldwide market share position for LCD for the sixth year in a row Developed the world's first real double-sided LCD
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Developed the worlds' first 50nm 1G DRAM
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Unveiled 10M pixel camera phone
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Launched "Stealth Vacuum," a vacuum cleaner with the world's lowest level of noises
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Launched the worlds' first Blu-Ray Disc Player 2005
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Developed 1.72"Super-Reflective LCD Screen Developed the largest Flexible LCD Panel
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Ranked 27th in "the World's Most Admired Company" of Fortune
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Became the official sponsor of Chelsea, the renowned English soccer club
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Released the world's first 7 mega pixel camera phone
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Developed the world's first OLED for 40" TV
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Became the official sponsor of Chelsea, the renowned English soccer club
2004 •
Developed the first-ever speech recognition phone Produced the first wrinklefree steam washer
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Sold more than 20 million cellular phones in the U.S
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Developed the world's first 60-nano 8GB NAND Flash memory chip
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Ranked top in mobile phone sales in Russia
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Released new PDP TV featuring the highest contrast ratio in the world
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Developed a 3rd Generation Optical Blu-Ray Disc Recorder
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Developed cellular phone chip for satellite DMB system 2003
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Released 46" LCD TV for the first time in the world Samsung brand value ranked 25th in the world by Interbrand
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Ranked 5th on the "Most Admired Electronics Company" list released by the Fortune Magazine 2002
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Released the first HD DVD combo Development of the 54"TFT-LCD, the largest digital TV monitor in the world
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Launches PDP-TV, the slimmest in the world
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Launch of colour mobile phones in which the new concept UFB-LCD is introduced 2001
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Launched new high-definition TFT-LCD colour cellular phone Ranked No. 1 of world's Top 100 IT Companies by BusinessWeek
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Unveils 16 Chord Progression Melody Phone
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Begins Mass Production of 512Mb Flash Memory Device
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Unveils Industry's First Ultra-Slim Handset 2000
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Develops World's first 40 inch TFT-LCD Unveils TFT-LCD with Recordbreaking Definition
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Launches PDA phone
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Samsung Olympic Games Phone selected as the official mobile phone of the Sydney 2000 Olympic Games
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TV Phone and Watch Phone Make Guinness Book of World Records
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Unveils the World’s Fastest Graphics Memory Chip
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Samsung Electronics and Yahoo! Form Strategic Alliance
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Develops Unique All-in-one DVD Player
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Developed world's first 512Mb DRAM
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Developed world's first 512Mb DRAM
Samsung philosophy At Samsung, they follow a simple business philosophy: to devote their talent and technology to creating superior products and services that contribute to a better global society. Every day, their people bring this philosophy to life. their 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 their products—from memory chips that help businesses store vital knowledge to mobile phones that
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connect people across continents— have the power to enrich lives. And that’s what making a better global society is all about.
Values They 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 they make. People Quite simply, a company is its people. At Samsung, we’re dedicated to giving our people a wealth of opportunities to reach their full potential. Excellence Everything we do at Samsung is driven by an unyielding passion for excellence—and an unfaltering commitment to develop the best products and services on the market. Change In today’s fast-paced global economy, change is constant and innovation is critical to a company’s survival. As we have done for 70 years, we set our sights on the future, anticipating market needs and demands so we can steer our company toward long-term success. Integrity Operating in an ethical way is the foundation of our business. Everything we do is guided by a moral compass that ensures fairness, respect for all stakeholders and complete transparency.
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Co-prosperity A business cannot be successful unless it creates prosperity and opportunity for others. Samsung is dedicated to being a socially and environmentally responsible corporate citizen in every community where we operate around the globe.
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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As part of this vision, Samsung has mapped out a specific plan of reaching $400 billion in revenue and becoming one of the world’s top five brands by 2020. To this end, Samsung has also established three strategic approaches in its management: “Creativity,” “Partnership,” and “Talent.” Samsung is excited about the future. As we build on our previous accomplishments, we look forward to exploring new territories, including health, medicine, and biotechnology. Samsung is committed to being a creative leader in new markets and becoming a truly No. 1 business going forward.
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Financial performance
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Affiliated companies Electronics industries
Samsung electro-Mechanics Samsung SDI Samsung corning precision glass Samsung SDS Samsung networks Samsung techwin Samsung mobile display Samsung digital imaging
Financial Services
Samsung Life Insurance Samsung Card Samsung Securities Samsung Investment Trust Management Samsung Venture Investment
Machinery and Heavy Industries Samsung Heavy Industries Chemical Industries
Samsung Total Petro Chemicals Samsung Petro Chemicals 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 Samsung Human Resource Development Centre Samsung Economic Research Institute
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Samsung Lions The Ho-Am Foundations Samsung Foundation of culture Samsung Welfare Foundation Samsung Life Public Welfare Foundation
Management President & CEO of Samsung Electronics Co Ltd – Mr. Gee – Sung Choi President of Samsung South West Asia Head Quarters – Jung Soo Shin Board of Directors
Yoon – Woo Lee Gee – Sung Choi Ju- Hwa Yoon Dong – Min Yoon Chae – Woong Lee In – Ho Lee Oh – Soo Park
Capital Structure Classification Capital Loan-Connection Loan-Banking institution-Equity Dividend Payment Interest Profit Surplus
2007 895 23466 5755
2008 898 17655 5101
2009 898 16432 6112
887 215 24416
1563 170 30577
834 218 37369
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PRODUCTS AND SERVICES Samsung Refrigerators
1. French Door
Massive storage capacity on the inside, with a slim profile on the outside and the most advanced conveniences built in, Samsung French Door refrigerators raise the bar on style, efficiency and modern living. There are two models available. They are:1. RF67DEPN 2. RF62NEPN
2. Side by side
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All the space you need to stock up on family favourites, throw a party, or prepare a full-blown catered affair. Plus elegant design and efficient Twin Cooling Plus® make Samsung Side by Side refrigerators a fresh choice. There are 11 products under this category.
3. Bottom Freezer
Don't sacrifice storage for space with Samsung Bottom Freezer refrigerators. All your favourite foods are at eye level, so you can spend more time finding
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what you're after and less time cooling your kitchen. There are two products under this category which are as follows:1.RL62SBTS 2.RL41WCPS
4. Frost Free
Now, enjoy a delicious, crunchy sound in every bite! The new Samsung refrigerators come with Unique Moisture Control Technology lock in the natural freshness of fruits and vegetables keeping them fresh and crunchy for longer. So, go ahead and relish the crunchy freshness, just bite into some Frrrrunch!There are 25 products matching under this category.
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5. Direct Cool
Five Star rated direct cool freshtech ultima Refrigerators – an exclusive range of refrigerators that incorporates amazing technology innovation design to enrich your world. There are 10 products matching under this category.
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Air Conditioner
1. Split Air conditioner The interior design of your home adds a lot to persona comforts and appeal , Since the Air Conditioner is a large part of that interior, Samsung provides you with a variety of air conditioners with stylish, sophisticated design, while paying attention to high performance and health. Samsung’s Air Conditioners represent cool, clean, healthy freshness in everyday living. There are 32 different product variants for this kind of air conditioner.
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2. Window Air Conditioner Welcome to cool, clean, healthy and fresh world of Samsung Window Air Conditioners. Created to provide utmost comfort in the hottest of weather, Samsung Air Conditioners bring a cool, refreshing wave into your home and make everyday living a delightful and rejuvenating. There are nine varieties of Window Air Conditioner.
Washing Machine The Ultimate Washing experience The Super Clean, Ultra Safe and amazingly easy washing experience with Samsung Washing Machine.
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1. Front Loading Samsung front loading washing Machines incorporate a host of futuristic innovation like Ceramic Heater. It provides you the convenience of washing clothes with technologically washing machine that understands washing requirement of different clothes. There are 9 varieties of washing machine under this category. 2. Top Loading Power-packed pure strength combined with the touch of gentle care. Samsung realises this ultimate washing combination in its state-of-theart Washing Machines. It’s the ultimate care your clothes need to keep looking their very best. 3. Semi Automatic Samsung Semi Automatic Washing Machines are specially developed for the distinct Indian conditions and are perfect choice for the Indian women. These technologically advanced machines incorporate Double Storm washing system that removes dirt and dust from clothes, thereby leaving them clean. Fresh and sparkling like new.
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Microwave oven Samsung microwave oven, Faster, more spacious and more stylish than before.
1. Convection Convection Microwave can be used to cook food which is crispier from inside as well as outside. It uses a fan and a heating element to create air flow patterns inside the microwave oven. This ensures optimum browning of the food in the fastest possible times, making it ideal choice for baking. 2. Grill Grill Microwaves can be used to cook food which is crispier from outside and juicer from inside making an ideal choice for succulent kebabs and Tikkas. 3. Solo The Samsung Solo is the choice for an all round cooking solution. With uniform heat distribution, multiple power levels and a host of other features, the Samsung Solo is ideal for everyday tasks like defrosting, reheating and cooking. 4. Smart oven There are three variants of oven under this category.
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SECTION II
RESEARCH METHODOLOGY
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TITLE OF THE STUDY “A study to find the customer satisfaction of the customers of Home appliances segment of Samsung Electronics India Ltd in the Ernakulam region” OBJECTIVES • To understand the customer satisfaction of the customers of home appliances segment of Samsung Electronics India Ltd in the Ernakulam region. • To understand the basis on which customers preferred Samsung over its competitors. Research Design The purpose of the research is stated above and here descriptive research design has been chosen. Descriptive research design is used when the characteristics of a certain group, specific predictions or association of certain variables are to be determined. Source of data Primary source: Questionnaires, face to face and telephonic interview methods. Sampling Technique Convenience sampling technique is adopted. Thus sample is drawn from that part of the population which is close to hand. Sample Size The population included all the Customers of Samsung in the Ernakulam region. As per convenience a sample of 100 has been chosen for the field survey. Questionnaire Since the data are of varying nature both open ended and closed ended questions were included.
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SCOPE Time: Present Place: Ernakulam Population: All customers of Home appliances segment of Samsung in Ernakulam region TOOLS FOR ANALYSIS Percentage analysis is used here as a tool for analysis. The data collected is put in various charts and graphs and hence the result in inferenced from it. LIMITATIONS • • • •
Time Constraint. Non co operation by the respondents Confidentiality factor. Busy Schedule of the managers
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ANALYSIS AND INTERPRETATION TABLE SHOWING THE DURATION CUSTOMERS WITH SAMSUNG
OF
ASSOCIATION
Duration
Number of respondents
Less than a year
43
1 to 3 years
21
3 to 5 years
10
Above 5 years
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Total
100
OF
Duration 50 45 40 35 30 25 20
Number of respondents
15 10 5 0 Less than a 1 to 3 years 3 to 5 years Above 5 year years
Inference From the above we can infer that there is a lot of new customers and also there are a fair number of customers retained
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TABLE E SHOWING CUSTOMER OPINION OF KNOWLEDGEABLE SALES PERSON Opinion Strongly Agree Agree Neither agree nor disagree Diasagree Strongly Disagree Total
Number of respondents 1 72 0 26 3 100
Knowledgeable sales person Strongly Agree
Agree
Neither agree nor disagree
Diasagree
Strongly Disagree 3% 1% 25%
0%
71%
Inference From the above we can infer that 71% of the respondents agree that the sales person in Samsung are very knowledgeable.
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TABLE E SHOWING CUSTOMER OPINION ON WHETHER WHETH EMPLOYEE ASSISTANCE IS GOOD
Opinion Strongly Agree Agree Neither agree nor disagree Diasagree Strongly Disagree Total
Number of respondents 22 43 1 26 8 100
Employee assistance Strongly Agree
Agree
Neither agree nor disagree
Diasagree
Strongly Disagree
8%
22%
26%
43% 1%
Inference From the above we can see that most of the respondents either agree or strongly st agree that the employee assistance provided to the customers is very good.
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TABLE SHOWING CUSTOMER OPINION ON WHETHER APPLIANCES ARE DISPLAYED IN AN ATTRACTIVE MANNER Opinion Strongly Agree Agree Neither agree nor disagree isagree Diasagree Strongly Disagree Total
Number of respondents 12 58 1 21 8 100
Attractive display of appliances Strongly Agree
Agree
Neither agree nor disagree
Diasagree
Strongly Disagree 8%
12%
21%
1%
58%
Inference From the above we can infer that 58% of respondents agree that display of appliances in the shop is very attractive but a concern is that 21% of the respondents disagree to the same.
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TABLE SHOWING CUSTOMER OPINION ON THE AVAILABILITY OF PRODUCT Opinion Strongly Agree Agree Neither agree nor disagree Disagree Strongly Disagree Total
Number of respondents 34 47 0 9 10 100
Availability of product Strongly Agree
Agree
Neither agree nor disagree
Disagree
Strongly Disagree 10% 9% 0%
34%
47%
Inference From the above we can see that majority of the respondents has a feeling that the product is available very easily. Only a few disagree to this.
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TABLE SHOWING CUSTOMER OPINION ON WHETHER THERE IS WIDE VARIETY OF CHOICE OF APPLAINCES TO CHOOSE FROM THE STORE Opinion Strongly Agree Agree Neither agree nor disagree Disagree Strongly Disagree Total
Number of respondents 27 54 3 6 10 100
Variety of choices to choose from Strongly Agree
Agree
Neither agree nor disagree
Disagree
Strongly Disagree 10% 3%
6% 27%
54%
Inference From the above we can find that 27% of the customers are highly satisfied with the fact that Samsung is having wide variety of products to choose from and 54% are happy with it.
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TABLE SHOWING CUSTOMER OPINION ON WHETHER APPLIANCES DISPLAYED IN THE STORE IS IN GOOD CONDITION Opinion Strongly Agree Agree Neither agree nor disagree Disagree Strongly Disagree Total
Number of respondents 23 74 0 2 1 100
Appliances in good condition Strongly Agree
Agree
Neither agree nor disagree
Disagree
Strongly Disagree 0% 2% 1% 23%
74%
Inference From the above we can find that 97% of the customers are saying that appliances are available always in good condition. Also a 3% got the appliances in a poor condition.
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TABLE SHOWING WHETHER CUSTOMER OPINION ON WHETHER ER PRICES OFFERED ARE AFFORDABLE Opinion Strongly Agree Agree Neither agree nor disagree Disagree Strongly Disagree Total
Number of respondents 10 61 9 15 5 100
Affordable prices Strongly Agree
Agree
Neither agree nor disagree
Disagree
Strongly Disagree 5%
10%
15% 9% 61%
Inference From the above we can infer that majority of the respondents are satisfied with prices that are charged for the products of Samsung. But there are also 20 % who are not happy with the prices charged and there are 9% who doesn’t have anything to say regarding the price.
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TABLE SHOWING CUSTOMER OPINION ON WHETHER ATTRACTIVE DISCOUNTS SCOUNTS ARE OFFERED Opinion Strongly Agree Agree Neither agree nor disagree Disagree Strongly Disagree Total
Number of respondents 2 23 0 47 28 100
Attractive discounts offered Strongly Agree
Agree
Neither agree nor disagree
Disagree
Strongly Disagree 2% 28%
23% 0% 47%
Inference From the above we can infer that majority (74) % of the respondents are saying that Samsung sung doesn’t provide attractive discounts.
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TABLE SHOWING CUSTOMER OPINION ON WHETHER THE CUSTOMER LOUNGES IN THE SHOWROOMS ARE PLEASING Opinion Strongly Agree Agree Neither agree nor disagree Disagree Strongly Disagree Total
Number of respondents 34 47 0 9 10 100
Pleasing customer lounges Strongly Agree
Agree
Neither agree nor disagree
Disagree
Strongly Disagree 10% 9% 0%
34%
47%
Inference From the above we can infer that 81% of the respondents are satisfied with the customer lounges provided by Samsung. A 19% of customers are unhappy with the customer lounges in Samsung.
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TABLE SHOWING CUSTOMER OPINION OPINION ON WHETHER POST SALES FOLLOW UP IS GOOD Opinion Strongly Agree Agree Neither agree nor disagree Disagree Strongly Disagree Total
Number of respondents 31 53 0 12 4 100
Good post sales follow up Strongly Agree
Agree
Neither agree nor disagree
Disagree
Strongly Disagree 0%
12%
4% 31%
53%
Inference From the above we can infer that 84% of the customers are satisfied satisf with the post sales follow up and 16% are unhappy with the post sales follow up and thus they need to find out the reasons for the same.
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TABLE SHOWING CUSTOMER OPINION ON WHETHER GOOD VALUE FOR MONEY IS THERE Opinion Strongly Agree Agree Neither agree nor disagree Disagree Strongly Disagree Total
Number of respondents 22 56 2 17 3 100
Good value for money Strongly Agree
Agree
Neither agree nor disagree
Disagree
Strongly Disagree 3% 2%
22%
17%
56%
Inference From the above we can infer that majority of the respondents are of the opinion that Samsung provides good value for money for their products.
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TABLE SHOWING THE MAJOR DECIDING FACTOR WHICH HELPED IN CHOOSING SAMSUNG OVER ITS COMPETITORS Factor Product quality and features Value for money Easy availability Customer support and warranty Others Total
Number of respondents 53 22 8 17 0 100
Number of respondents Product quality and features
Value for money
Easy availability
Customer support and warranty
Others 0% 17%
8%
53% 22%
Inference From the above we can see that 53% of the respondents chose Samsung because of its product quality and features 22% of respondents took up Samsung for its value of money and a few for its easy availability and customer support and warranty. warranty
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TABLE SHOWING THE AWARENESS ABOUT THE LIVE CHAT FACILITY IN SAMSUNG Factor Yes No Total
Number of respondents 37 63 100
Awareness of live chat facility 70 60 50 40 Number of respondents
30 20 10 0 Yes
No
Inference From the above bar diagram we can understand that majority of the respondents doesn’t have any idea about live chat facility which is a very good approach used by Samsung to improve its customer service.
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TABLE SHOWING OVERALL OPINION ABOUT SAMSUNG Opinion Very good Good Neither good nor bad Bad Very bad Total
Number of respondents 23 55 1 18 3 100
Overall Opinion Very good
Good
Neither good nor bad
Bad
Very bad
3% 23%
18% 1%
55%
Inference From the above we can infer that 75 % of the respondents are having good and very good opinion about Samsung and 19% have a bad opinion about Samsung and a few stands in a neutral manner.
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TABLE SHOWING CUSTOMER OPINION ON WHETHER HE/SHE WILL RECOMMEND SAMSUNG TO OTHERS Opinion Yes No May or may not Total
Number of respondents 79 11 10 100
Recommend Samsung to others 90 80 70 60 50 Number of respondents
40 30 20 10 0 Yes
No
May or may not
Inference From the above we can understand that 79% of people are highly satisfied and that is the reason why they have decided to recommend Samsung to others which is always a free marketing for the company and most importantly it is necessary to find out why 11% are unhappy with Samsung and why a few are confused.
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FINDINGS AND SUGGESTIONS
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Findings • We were able to find that 23% of the respondents were having a very good opinion about Samsung and 55% of the customers were having a good opinion about Samsung • The most important factor why the customers prefer Samsung over its competitors is its product quality and features • A few customers have a feeling that the price charged by Samsung for its product is a bit high. • It was also found that 79% of the respondents will recommend Samsung to others and 11% are very unhappy with Samsung.
Suggestions • Only a few customers are aware of the live chat facility provided by Samsung for increasing its customer support and hence they should try to make understand the customers about this live chat facility at the time of the purchase of the product itself. • A few customers are unhappy with Samsung , the major reason being poor after sales follow up and hence all employees related to after sales services should be given proper training so as to develop them to equip with customer queries and concerns.
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CONCLUSION
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CONCLUSION The customers of Samsung electronics ltd have achieved an overall satisfaction level of 74% and majority of the customers preferred Samsung over its competitors because of the good quality and variety products offered by Samsung. The customers are placing Samsung very superior for various features offered by them. On a whole Samsung is performing well in dealing with its customers, but it can improve in certain areas like post sales assistance and with regard to its prices. Samsung is having huge potential in the coming years because consumer durables market is growing at rapid rate and technology is developing very fast and hence they are coming out with new products and people are having more disposable income with them and hence are having high purchasing power.
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BIBILIOGRAPHY
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BIBLIOGRAPHY • Kotler, Philip, Kevin Lane Keller; Marketing Management, (2006), 12th ed... Pearson Prentice Hall • Donald R. Cooper ,Pamela S. Schindler; Business Research Methods,(2004), Tata Mcraw Hill
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ANNEXURE
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QUESTIONNAIRE Name of the customer:Phone number:Q1) How long have you been associated with Samsung? a) b) c) d)
Less than a year One to 3 years 3 to 5 years Above 5 year
Q2) How would you rate Samsung on the following Parameter? (Tick relevant Box) Parameters
Strongly Agree
Agree
Neither agree nor disagree
Disagree
Strongly Disagree
Knowledgeable Sales Person Employees assistance is good Display of appliances in the outlets is attractive Availability of the product is there Wide variety of choice of appliances Appliances in good condition while purchase Prices offered are affordable Attractive discounts are offered Customer lounges in the showrooms are pleasing
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Post sales follow-ups are done periodically Value for money Q3) Which is the major deciding factor which helped you in choosing Samsung over the competitors? a) b) c) d) e)
Product quality and features Value for money Easy availability Customer support and warranty Others, Please mention
Q4) Are you aware of live chat facility with Samsung customer service? a) Yes b) No Q5) What is your overall opinion about Samsung ? a) b) c) d) e)
Very good Good Neither good nor bad Bad Very bad
Q6) Would you recommend Samsung to others? a) Yes b) No c) May or may not Q7) Any suggestions and recommendations? -----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------
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