Table of contents
1. Introduction to Brand awareness
3
2. Ty Types of brands
7
3. Need for study
10
4. stat statem emen entt of the the prob proble lem m
11
.
12
!b"ec !b "ecti ti#e #ess of the $tud $tudy y
%. &lan of analysis
17
7. Industrial Bac'(round of the study
1)
). *ompany profile
20
+. !r ! ri(in of the !r(ani,ation
24
10. $er#ices offered by the *ompany
31
11. -rowth of the company
3)
12. $ur $ur#ey #ey eport eportss
3+
13. /indin(s
)1
14. $u((estions
)4
1. *onclusion
)
1%. Biblio(raphy
)%
1
bstract
Today the world economy has undergone a radical transformation in the last two decades. The companies are emerging at the faster level. The technology and advances have permitted companies to widen substantially both the Markets and suppliers sources. sources. Now as companies are emerging with their new products, marketing has become exuberant activity in expanding the market globally.
Marketing starts with human need and wants. It is a human activity directed at satisfying needs and wants through exchange process.
Marketing management deals with identifying and meeting human and social needs. It is basically a meeting needs profitability.
In other words we can say that “It is the process of planning and executing conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organiational goals!. The aim of marketing is to know and understand the customer so well, that the product or o r service fits him and sells itself.
It acts as an instrument to lift up the standard and life style of the economy with the help of marketing" we are able to get the products at our doorstep at our choice and needs. The whole economy would be sluggish if marketing did not exist. Marketing is of critical importance because it maintains stability in the economic co ndition.
Marketing is an existing, dynamic and contemporary field. It is recognied as the most significant activity in the society. Marketing Marketing has a widest connection conn ection which includes in its fold selling, buying, Transportation, warehousing, pricing and packaging. #ll these activities geared up together to reach strong preferences for particulars “$%#N& #'#%(N())! #'#%(N())!
#s such today*s companies are facing the toughest competition everywhere marketing is playing a very important role.
2
INT!*TI!N T! BN 5N5$$
'ith the opening of the market or the post liberaliation period has resulted in many companies entering the markets with offerings of their goods and services.
In the earlier stages of economic revolution consumer had to accept what the manufacturer has produced. $ut today*s consumers are much more educated, demanding, expect lot more to suit their ever changing c hanging life styles. There by their +uality expectations have been elevated from time to time in order to rebuild itself around around its customer. The manufacturer should be able to satisfy, with the type of product and services to match the everchanging customer re+uirements.
In developing a marketing strategy for products, the sellers have to confront the branding decision. $rand is a ma-or issue in product. ustomers have strong preference for particular versions and brands of basic goods and services. The manufactures eventually learn that market power lies with the brand name companies. onsumers buying decisions are influenced by the brand.
In this competitive world, the “$rand plays an important role and a brand is very prominent asset owned by an organiation. $rand is endowed with awareness, perceived +uality, associations associations and brand b rand loyalty. $rand is presented as creative idea.
# brand is a promise of the seller to deliver a specific set of benefits or attributes or services to the buyer. b uyer. $rand represents a level of +uality +ua lity..
6eanin(
# $rand is symbol, a mark, a name that acts as a means of communications which brings about an identity of a given product.
3
# $rand in short is an identifier of the seller or the maker. # brand name consists of words, letter or numbers that can be vocalied. $rand mark is the visual representation of the brand like a symbol, design, distinctive coloring or lettering. $rand creates a bond between the customer and a product.
efinition ccordin( to merican mar'etin( association “# $rand is defined as a name, item, sign,
symbol or special design or some combination of these elements that is intended to identify the goods or services of one seller or a group of sellers. # brand differentiates these products from those of competitors.
In the word of &hilip 'otler
“# brand is a name, term, sign, symbol or design or combination of them. Intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.
ole of Brandin(
In today*s world brand names come to create identify to distinguish one product from ano ther. The following points to pin down its precise role.
•
$rand is a massive asset/ $rand is an intangible asset, because it is impossible to duplicate brand name.
•
$rand is promotional tool/ The product differentiation is done by a brand through sales promotion.
•
$rand is a weapon to protect Market/ # consumer has tried and liked a product, the brand enables him to identify the product and repeat the purchase.
•
$rand is antidote for middle men*s survival/ The class of middle man always tends to go for a successful brand.
4
•
$rand is a means of identifications of customers/ $rand is the ea siest way of identifying product or service by customers.
# brand can convey the consumers through six levels as shown below/
Brand *on#eyin( the *onsumer
#ttributes $enefits 0alues ulture 1ersonality 2ser
ttributes a brand first brings to mind certain attributes for a particular product. Benefits consumers are buying benefits of the product with brand. alues the brand tells about values which says same thing about the product values. *ulture the brand represents a different culture. &ersonality a brand pro-ect a personality which can be person, animal or ob-ect. ser/ the brand suggests its own target audience to use the product.
Brand wareness of the &roduct
#ware of brand, when its presence is registered in the mind of consumers. The level of awareness can range from mere recognition to recall to top of mind to dominant. The company is spending money to keep brand in consumer*s memory.
# strong brand awareness means easy acceptance of new products. $rand with strong awareness can brought and sold to create brand name with enduring strength.
#n organiation can put its customer awareness, identify and develop it further to build strong brand. It is enhanced by creating a brand loyalty and establishing brand identity of a product.
$rand awareness is asset which brand managers create and enhance to build brand e+uity. It is related to the nature and features of product. It leads to brand strength which is constituted by measuring the variable like leadership, stability, Market, geographic, trend, support and protection etc3
reating brand awareness with the use of advertising, promotion event management etc3 a different brand has different kind of awareness which retains recognition.
$rand awareness satisfies a need of the consumer. # consumer as aims, ambitions, motivation drives and desire. onsumer feels more powerful when he uses the brand. )atisfactions or preference for a brand shows how loyal the consumer is likely to be brand. Now a day*s consumers are experience with brand awareness for different product, where the consumers expectations levels are increased towards brand, product etc3
%
IN$T8 &!/I95 &igital technology leader, )amsung India (lectronics 4td., a subsidiary of the 2)566.7 billion recognied as one of the fastest growing brands. It has been operating in India since 8996. )amsung (lectronics o., 4td. is a global leader in semiconductor, telecommunication, digital media and digital convergence technologies. (mploying approximately 87:,;;; people in 9: offices in <= countries, the company consists of five main business units/ &igital #ppliance $usiness,
&igital
Media
$usiness,
4&
$usiness,
)emiconductor
$usiness
and
Telecommunication Network $usiness.
)amsung (lectronics is a leading provider of high tech onsumer (lectronics, >ome #ppliance, IT and Telecom 1roducts in the country. It is the world?s largest producer of color monitors, colorT0s, memory chips and T@T4&s.
In its tenure of over 8; years in the country, )amsung India has set up manufacturing facilities for olour Televisions, Microwave Avens, 'ashing machines, #ir conditioners, olor Monitors and more recently, %efrigerators in the country. #ll the facilities are located at its Manufacturing omplex at Noida, 2ttar 1radesh. The ompany set up a )oftware Technology 1ark for &igital 0isual &isplay 1roducts at Noida in the year 7;;7. In the year 7;;<, )amsung India has been made the %egional >ead+uarters for )amsung operations in )outh 'est #sia.
ision )amsung India?s 0ision entails helping people improve the +uality of their lives by providing them with superior +uality, stateoftheart technology products at the right time and the right price. $ut beyond its role as a purveyor of +uality products in India, )amsung seeks to contribute to the economic growth of the country though its export commitments and large scale production facilities generating secured
7
employment
for
hundreds
of
Indian
people.
#t )amsung, we strive to contribute to the development of the electronics and components industry in India by enhancing the knowledge levels of our workforce through the introduction of our advanced management systems and production knowhow in our manufacturing facilities by introducing our Indian vendors to our world class +uality systems and helping them in improving them in their own +uality systems and production processes and setting benchmarks for the industry both in terms of after sales service for our products, +uality systems and management techni+ues at our facilities or our products themselves. #t )amsung, we believe in returning to the community some of the profits we earn from it, through the social causes we espouse. 'e view ourselves not as an MN operating in India, but as an ?Indian ompany? operating here, conforming to the laws of the country and committed to working for the Indian community. 'e want and to be seen as the ?Most %espected? Indian ompany.
alue : &hilosophy
'hat makes )#M)2NB one of the world?s leading companiesC
(ver since it was founded in 89:=, )#M)2NB has continually refined its mission statement to respond both to change in itself and in the world/ D(conomic contribution to the nation,D D1riority to human resources,D D1ursuit of rationalism.D (ach slogan represents significant moments in )#M)2NB?s history, reflecting different stages of the company?s growth from a domestic industrial leader into a global consumer electronics powerhouse.
)
!ur 6ana(ement &hilosophy
D'e will devote our human resources and technology to create superior products and services, thereby contributing to a better global society.D
Aur management philosophy represents our strong determination to contribute directly to the prosperity of people all over the world a single human society. Eey to our efforts is our own people, whose talent and creativity are dedicated to doing their best at all times. Technology also plays an important role in making it possible to achieve higher standards of living. #nd superior products and services are what we are all about.
'e believe that the success of our contributions to society and to the mutual prosperity of people across national boundaries truly depends on how we manage our company. Thus, we challenge the world to create the future with our customers. Aur determination is growth a perpetual challenge but always working within the context of cooperation and inclusion of our customers.
esearch : e#elopment The company*s thrust on 1roduct Innovation and %F& have given the company a competitive edge in the marketplace. )amsung has set up )amsung India )oftware entre G)I)H and )amsung India )oftware operations unit G)I)AH for software development at Noida and $angalore respectively. 'hile the )amsung India )oftware entre in developing software solutions in )amsung*s global software re+uirements for hiend television like 1lasma and 4& T0s, )I)A is working on ma-or pro-ects for )amsung (lectronics in the area of telecom/ wireless terminals and infrastructure, Networking, )o G)ystem on hipH &igital 1rinting and other multimediadigital media as well as application software. In addition to working on global %F& pro-ects, )I)A is also helping )amsung India*s &M# business by focusing on product customiation for the Indian market. 'hile the )amsung India %F& entre has around :;; employees, )I)A currently employs over =;; highly skilled professionals.
+
'ith an investment of over 2)& 8;; million, )I)A is charting out ma-or growth plans in the country, with its current focus being in the ardware %F& at its Noida %F& entre. The focus of the %F& entre is to customie both onsumer (lectronics and >ome #ppliance products to better meet the needs of Indian consumers. @rom colour televisions designed for higher sound output, to washing machines with special J)aree 'ash ourse*, &NIe vision series of @lat T0s especially designed for the Indian market to )amsung mobiles with regional language menus, the )amsung %F& entres in India are helping the company to continuously innovate and introduce products customied for the Indian market.
I595$$ IN/$T*T5
!#er#iew #rchitecture point of view,2MT) logically is divided into ) &omain and 1) &omain. ) &omain refers to the set of all N entities offering ) type of connection for user traffic as well as all the entities supporting related signaling. 1) &omain refers to the set of all N entities offering 1) type of connection for user traffic as well as all the entities supporting related signaling. The network elements M) and BM) belongs to ) domain whereas the elements )B)N and BB)N belongs to 1) domain.
6T$ 2MT) ore Network is a Third Beneration G:BH mobile communications systems being developed by )amsung within the framework defined by the IT2 and known as IMT7;;;. 2MT) will deliver lowcost, highcapacity mobile communications offering data rates as high as 7Mbitsec under stationary conditions with global roaming and other advanced capabilities.
10
:B core network system enables users to transmit voice, data, and even moving images. In order to realie these services, :B improves the data mission speed up to 8<
The concept of :B wireless technology represents a shift from voicecentric services to multimediaoriented Gvoice, data, video, faxH services. >eavy d emand for remote access to personalied data is fueling development of applications, such as the 'ireless #pplication 1rotocol G'#1H and multimedia management, to complement the :B protocols.
11
*!6&N8 &!/I95
(stablished in 8998, the firm holds vast experience in the field of computers, peripherals and Bovernment pro-ects still preserving the motto to explore new horions. Making great strides in the field of Information Technology, #scent (&igit )olutions offer esolutions and products of leading companies like )amsung, )ony, >4, 'ipro, #cer, Toshiba, Aptoma, 4enovo, $en+, #1, $elkin and 4uminous in retails and &istribution mode to many sectors, and giving the customers their pile of profit. Aver 86;; employees working under the guidance of an expert board of directors.'e mainly focus on Bovernment products and provide IT solution for orporate and (ducational Institutions. Aur diverse workforce has ever pushed for a more customer satisfaction and thus ensures a pleasant buy and service experience.
wards and chie#ements
#scent endeavors to induce teamwork and thus ensures to offer better solutions and enhanced business experience. 'ith profound ability in the field, we honor our employee by giving rewards and recognitions, to bring out groundbreaking technologies, wherein our most important consideration being customer satisfaction. The awards and certifications we have bagged from I$M, )amsung, #cer, 'ipro and )ony, etc., best expresses our strengths. 'e are elated to disclose the associations and organiations that have bestowed us with the awards
•
$est rowd 1ulling #ward in the year 899=
•
omputer @air $est 'eb reseller (xcel lance #ward 899=
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$est %eseller award for )ystem Integration in 8999
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MI%AT(E $est 1erformance #ward in the years 8999,7;;;,7;;8
•
$est )tall #ward in the year 7;;; omputer @air
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%N %eseller &eveloping Market #ward in the years 7;;;7;;8,7;;87;;7
•
I$M $est ompetitive #ccount $reakthrough 1artner K 7;;6
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4enovo $est $usiness 1artner of the year 7;;L K 7;;
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& 'eek #ward for $est hannel 1artner from the year 7;;7;87
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)amsung $est 2pcountry 1artner for south India 7;8;
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%N India?s $est (nterprise 0#% 7;87
5thics : *ompliance
# positive vibe is to promote strong ethical standards in giving right solutions to the end customer. $efore introducing the product to the enduser complete verification is carried out for the products. Aur expertise only deals with I)A certified products which include more MN brands.
lliances : &artners
In parallel with the expansion, #scent identifies ways of triggering technological growth through its partners. 'ith longstanding relationship with partners and alliances, we pursue new trends of technology and are set out to bring a seamless solution for our clients* IT re+uirements. Blance at our association with various affiliates •
4ong time partnership with (4AT for supplying few of the IT products.
•
%egional &istributor for 'I1%A
•
%egional &istributor for )ANO, $(N 1%AP(TA%), 'I1%A, )#M)2NB 1%INT(% products.
•
#uthoried )ervice 1rovider for 'ipro, #(%, (1)AN F )#M)2NB 1roducts.
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Toshiba I)hop
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#(% $usiness partner
13
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Microsoft ertified 1artner
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I$M $usiness 1artner
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4(NA0A $usiness 1artner
•
)tar (lite 1artner for )ANO 0aio 4aptops.
5I5 !/ 9IT5T5 %eview of literature shows the previous studies carried out by the researcher in this field. 1revious studies are reviewed in order to gain insight into extent of research. The research problem can be more understood and made specific referring to theories, reports, records and other information made in similar studies. This will provide the researcher with the knowledge on what lines the study should proceed and serves to narrow the problem. The main ob-ective of the study is to measure $rand #wareness of TN14 products among the people and the reviews are as follows/ Brand
# traditional definition of a brand was/ “the name associated with one or more items in the product line, that is used to identify the source of character of the itemGsH! ;. The #merican Marketing #ssociation G#M#H definition of a brand is “a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors! Brand 5?uity ;ooney= 1++> defines brand e+uity as a set of assets and liabilities linked to a brand*s name
and symbol that adds to or subtracts from the value provided by a product or service to a customer. >owever, many factors can be attributed to the value of the brand for example awareness, recall and recognition. $rand e+uity as a differentiating factor that can influence consumers* response to brand*s marketing activities. In an attempt to define the relationship between customers and brands, the term brand e+uity in the marketing literature emerged
14
There have been different perspectives or considering brand e+uity" the customerbased perspectives, the financial perspectives and combined perspectives. The first perspective of brand e+uity is from a financial market*s point of view where the asset value of a brand is appraised ;/ar?uhar= 1++1>. ustomerbased brand e+uity is evaluating the consumer*s response to a brand name ; . 'hile this study focus on the customer based perspectives.
1.Brand Awareness
a'er ;1++1> defines brand or name awareness as “the ability of a potential buyer to recognise
or recall that a brand is a member of a certain product category.! Therefore it is important that a link between product class and brand is implicated because the scope of brand awareness is very wide, ranging from an unsure sensation that the brand name is recognised, to a conviction that it is the only one in the product class. $rand awareness refers to the strength of a brand*s presence in the consumer*s mind. It is a measure of the percentage of the target market that is aware of a brand name . Marketers can create awareness among their target audience through repetitive advertising and publicity. $rand awareness can provide a host of competitive advantages for the marketer. These include the following
•
$rand awareness renders the brand with a sense of familiarity. Name awareness can be a sign of presence, commitment and substance. The salience of a brand will decide if it is recalled at a key time in the purchasing
•
process. $rand awareness is an asset that can be inordinately durable and thus sustainable.
• •
It may be extremely difficult to dislodge a brand that had achieved a dominant awareness level. $rand awareness is vitally important for all brands but high brand awareness without an understanding of what sets one apart from the competition does one virtually no good.
1
$rand awareness is measured according to the different ways in which consumers remember a brand, which may include brand recognition, brand recall, top of the mind brand and dominant brand. •
Brand reco(nition / It related to consumers* ability to confirm prior exposure to that
brand when given the brand a cue. It re+uires that consumers can correctly •
discriminate the brand as having been previously seen or heard. Brand recall $rand recall relates to consumers* aptitude to retrieve the brand from memory given the product category, the needs fulfilled by the category or a purchase or usage situation as a cue. It re+uires consumers to correctly generate the brand from
•
memory when given a relevant cue. Top@of@mind brand This is the brand name that first comes to mind when a
•
consumer is presented with the name of a product classification. ominant Brand The ultimate awareness level is brand name dominance, where in a recall task" most consumers can only provide the name of a single brand.
According to Aaker (1996) , for new or niche brands, recognition can be important. For well-known brands recall and top-of-mind are more sensitive and meaningful. Brand knowledge and brand opinion can be used in part to enhance the measurement of brand recall.
1%
N55 /! TA5 $T8
Today costumers are facing a growing range of choice in the different brands of products and services. They are making their choice on the basis of their perceptions of brand, +uality service and value.
ompanies need to understand the rapid growth of global market place. 'here, the companies should choose brand names with an eye to their global reach. This study is not concerned only with brand awareness but deals also with other facts. It includes a wide preview of
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@rom where did they come to know about the productC
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&id they feel that the brand is important to purchaseC
•
If given, would they like to purchase same brand product againC
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&id they feel that the branded product matches their expectationsC
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>ow the brands influence the marketC
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>ow relevant the brand towards trendC
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&o brand suggestive to the productsC
•
#re they satisfied with the brand, price, +uality etc3C
These +uestions will help in understanding better, what factor influence the people about brand awarenessC The marketers have realied that they have to take technical decisions concerning the brand to cater to the needs of the consumers to develop brand identify and brand position. The company must understand how their consumers perceive brand, +uality and how much they expect. Therefore, it becomes very necessary to understand, analye and evaluate the brand awareness in a systematic manner and act accordingly for existence.
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$TT565NT !/ TA5 &!B956
In the emerging knowledge based economy it has become necessary to know how much market power lies with the brand name. The study of brand awareness is essential in marketing planning. ustomer needs and preferences keep changing where brands ultimately command customer*s loyalty.
The realistic side of the problem is to know the acceptance level of the brand awareness towards the product. This study will help us to understand the brand awareness and what problems are being faced by the consumers, to which appropriate measures to be taken to solve the problems.
This pro-ect has mainly been taken up to understand the brand awareness, buying motives to ensure the “$rand awareness towards )amsung! apart from this, it is to understand the new opportunities in the market for the improvement of brand awareness and sales towards the products
1)
!B5*TI5$ !/ TA5 $T8
•
To identify the consumer needs.
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To know the brand image )amsung.
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To measure the brand image towards )amsung.
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To know the consumer attitude and demand towards the brand )amsung.
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To find opinion about brand and service provided by )amsung.
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To find the effectiveness of advertisement in developing the brand )amsung.
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To know the consumers reaction towards brand )amsung. in respect of price, offers etc3
1+
$*!&5 !/ TA5 $T8
•
The study plays a very important role in market research. It also helps to understand and identify the human action towards brand.
•
The information thus gathered by conducting a systematic market research would help to finding out the brand awareness of the consumers.
•
This study was mainly focused towards people of (rode who belong to different age group and reside in different localities, in order to find out their preference given to particular brand.
9I6ITTI!N$ !/ TA5 $T8
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The study is restricted to some areas of (rode city.
•
The findings of the study are based on the assumption that the respondents divulged correct information.
•
The study is relevant only to present situation and not to future.
•
$ias and unwillingness of certain respondents to answering some +uestions may hinder the study.
•
The study is time bound, due to rapid changes in the market, expectation level of consumer*s, introduction of new products.
20
•
The study may not be applicable over a period of time
5$5*A 65TA!!9!-8
&ata is the information collected from various sources. It is concerned with gather accurate and proper knowledge about the problem that is in hand. @ormally there are 7 types of gathering information namely primary data and secondary data.
ata collection mode Two methods have been used to collect the relevant data, which are
essential for the study, they are/
&rimary ata data is collected to obtain desired information through structured
+uestionnaire.
$econdary ata it is compiled through books, magaines, newspapers and internet etc3
$amplin( plan
# small selection of the large group which is taken for interviewing is called sampling. # sample is taken representative and ade+uate which gives proper information.
In order to study “brand awareness towards )amsung! the following sampling plan was adopted.
$ample si,e
# sample sie of hundred was taken in order to carry the study.
$amplin( unit
21
@or this survey the target population consisted of people residing in various localities of (rode between the age group 7;<; who are the users of )amsung. Instrument of data collection is +uestionnaire.
$amplin( techni?ue
# simple random techni+ue was adopted to select the representative sample from the sampling unit.
T *!995*TI!N
&ata for this study is collected from both primary and secondary data.
•
&I68 T
The primary data is collected through a structured +uestionnaire which was prepared to interview the respondents.
•
$5*!N8 T
The secondary data was collected through discussion with officials of the company to get general information" data was also collected from newspapers, books, magaines, company records and internet etc3
22
&9N !/ N98$I$
The data is collected from both primary and secondary sources and also been tabulated in the form of tables and drawn in to graphs depicting the various finding significantly. significantly. The data collected through +uestionnaire are analyed in detail and divided in to various categories of preferences and conclusion are drawn on the possible changes are causes for brand preference and market share is given based on the research study.
N98$I$ N INT5&5TTI!N Table @1
lassification of respondents of the basis of their age group
Total To tal respondents 8;;/ 8;; /
$l. No.
(e -roup
No of espondents
&ercenta(e
8
7; K :;
6;
6; Q
7
:; K <;
76
76 Q
:
<; K 6;
7;
7; Q
<
6; F #bove
;6
6Q
Total
100
100 C
Interpretation
The above table interprets that 6;Q of the respondents belong to the age group of 7; :; years. 76Q of the respondents belong to the age group of :; K <; years. 7; Q of the
23
respondents belong to the age group of <; K 6; years and the remaining 6 Q belong to the age group 6; and above. Ma-ority of respondents are between the age group of 7;<; yrs
-raph @ 1
lassification of the respondents on the basis of their age group
24
Table @2
lassification of respondents on the basis of their sex
Total To tal respondents 8;;/ 8;; /
$l. No.
$eD
No of espondents
&ercenta(e
8
Male
L
L Q
7
@emale
::
:: Q
Total
100
100 C
Interpretation
The above table interprets that the male respondents form L Q and the female respondents are form :: Q.
Male respondents form the opinion group being b eing comparatively more than the female respondents.
2
-raph @2
lassification of respondents on basis of their sex
2%
Table @ 3
lassification of the respondents on the basis of their Accupation
Total respondents 8;;/
$l. No. 8
!ccupation 'orking
No of espondents ;
&ercenta(e ; Q
7
Non 'orking
:;
:; Q
Total
100
100 C
Interpretation
The above table interprets that the working class constitutes ; Q and the non working class :; Q of the respondents.
Ma-ority of the respondents are form working class who use )amsung, apart this interesting to note that even non working class also use )amsung significantly.
-raph @ 3
27
lassification of the respondents on basis of their Accupation
2)
Table @ 4
lassification of respondents on the basis of their monthly income
Total respondents 8;;/
$l. No. 8
Income R6;;;
No of espondents 8;
&ercenta(e 8; Q
7
6;;8 K 8;;;;
<;
<; Q
:
8;;;8 86;;;
7:
7: Q
<
86;;8 and above
7
7 Q
Total
100
100 C
Interpretation
The above table interprets that 8; Q of respondents belong to the income group of less than 6;;;, <; Q of respondents belong to the income group of 6;;8 K 8;;;;, 7: Q of respondents belong to the income group of 8;;;8 K 86;;; and the remaining 7 Q of respondents belong to the income group of 86;;8 and above.
The above data indicates that most of the respondents belong to the middle and upper income group which play an important role in purchase of )amsung.
2+
-raph @ 4
lassification of respondents on the basis of their monthly income
30
Table @
lassification of respondents on the basis of owning a )amsung mobile
Total respondents 8;;/
$l. No.
!wn a 6obile
No of espondents
&ercenta(e
8
Oes
9:
9: Q
7
No
;
; Q
Total
100
100 C
Interpretation
The above table interprets that 9: Q of respondents own a )amsung Mobile and Q of the respondents do not own a )amsung mobile.
#t present ma-ority of the respondents own )amsung Mobile.
31
-raph @
lassification of respondents on the basis of owning a mobile
32
Table @ %
lassification of respondents on the basis of their awareness towards different Mobile >andsets
Total respondents 8;;/
$l. No. 8
6obile Aandsets )amsung
No of espondents :<
&ercenta(e :< Q
7
Micromax
8=
8= Q
:
Nokia
7:
7: Q
<
)ony
77
77 Q
6
Motorola
;:
;: Q
Total
100
100
Interpretation
The above table interprets that :< Q of the respondents are aware of the brand )amsung, 8= Q of the respondents are aware of the brand Micromax, 7: Q of the respondents are aware of the brand Nokia, 77 Q of the respondents are aware of the brand )ony and : Q of the respondents are aware of the brand Motorola.
Ma-ority of the respondents are aware of )amsung.
33
-raph @ %
lassification of respondents on the basis of their awareness towards different mobile connection
34
Table @ 7
lassification of respondents on the basis of their usage of other Mobiles other than )amsung.
Total respondents 8;;/
$l. No. 8 7 : < 6
!ther 6obile Brands )amsung Nokia )ony Micromax Motorola Total
No of espondents 68 86 7; 87 ;7 100
&ercenta(e 68 Q 86 Q 7; Q 87 Q ;7 Q 100
Interpretation
The above table interprets that 68 Q of the respondents are using )amsung, 86 Q of the respondents are using Nokia, 7; Q of the respondents are using )ony, 87 Q of the respondents are using Micromax and 7 Q of the respondents are using Motorola.
Ma-ority of the respondents are using )amsung Mobiles only.
3
-raph @ 7
lassification of respondents on the basis of their usage of other network other than )amsung
3%
Table E )
lassification of respondents on the basis of their influence to purchase through different media
Total respondents 8;;/
$l. No. 8 7 : < 6
6edia T 0 #ds 1rint Media %adio G@MH >oardings 'ord of mouth Total
No of espondents 76 7 ;= 87 7= 100
&ercenta(e 76 Q 7 Q ;= Q 87 Q 7= Q 100
Interpretation
The above table interprets that 76 Q of the respondents are influenced to purchase by T0 #ds, 7 Q of the respondents are influenced to purchase by 1rint Media, ;= Q of the respondents are influenced to purchase by %adio G@MH, 87 Q of the respondents are influenced to purchase by >oardings, 7= Q of the respondents are influenced to purchase by 'ord of mouth.
Ma-ority of the respondents are influenced to purchase by T0 #ds, 1rint Media and 'ord of mouth.
37
-raph @ )
lassification of respondents on the basis of their influence to purchase through different media
3)
Table @ +
lassification of respondents on the basis of their reference to purchase Total respondents 8;;/
$l. No. 8 7 : < 6
eference @amily &ealers @riends )elf Athers Total
No of espondents 86 78 :: 79 ;7 100
&ercenta(e 86 Q 78 Q :: Q 79 Q ;7 Q 100
Interpretation
The above table interprets that 86 Q of the respondents are influenced by @amily to purchase, 78 Q of the respondents are influenced by &ealers to purchase, :: Q of the respondents are influenced by @riends to purchase, 79 Q of the respondents are influenced by )elf and remaining, ;7 Q of the respondents are influenced by Athers reference.
Ma-ority of the respondents are influenced by the @riends to purchase Mobile.
3+
-raph @ +
lassification of respondents on the basis of their reference to purchase
40
Table @ 10
lassification of respondents on the basis of their opinion towards promoting a brand through different Medias.
Total respondents 8;;/
$l. No. 8 7 : <
6edia T 0 #ds %adio 1rint >oardings Total
No of espondents < 78 8= 8< 100
&ercenta(e < Q 78 Q 8= Q 8< Q 100
Interpretation
The above table interprets that < Q of the respondents are given opinion to promote $rand by T0, 78 Q of the respondents are given opinion to promote $rand by %adio, 8= Q of the respondents are given opinion to promote $rand by 1rint remaining 8< Q of the respondents are given opinion to promote $rand by >oardings.
Ma-ority of respondents are given their opinion towards promoting a brand by T0 Media
41
-raph @ 10
lassification of respondents on the basis of their opinion towards 1romoting a $rand through different media.
42
Table @ 11
lassification of respondents on the basis of their opinion towards $rand is important to make a purchase.
Total respondents 8;;/
$l. No. 8 7
!pinion Oes No Total
No of espondents 6: < 100
&ercenta(e 6: Q < Q 100
Interpretation
The above table interprets that 6: Q of respondents are given opinion towards $rand is important to make purchase. < Q of respondents are given opinion towards $rand is not important to make purchase.
Ma-ority of respondents are given importance to brand.
43
-raph @ 11
lassification of respondents on the basis of their opinion towards $rand is important to make a purchase.
44
Table @ 12
lassification of respondents on the basis of their opinion towards $rand )amsung is influenced their purchase.
Total respondents 8;;/
$l. No. 8 7
!pinion Oes No Total
No of espondents 6: < 100
&ercenta(e 6: Q < Q 100
Interpretation
The above table interprets that the 6: Q of respondents are given their opinion that $rand )amsung influence their purchase. %emaining < Q of the respondents are not influenced by the $rand )amsung.
Ma-ority of the respondents are influenced by the “$rand )amsung!.
4
-raph @ 12
lassification of respondents on the basis of their opinion towards $rand )amsung is influenced their purchase.
4%
Table @ 13
lassification of respondents on the basis of their opinion as they hear the $rand name J)amsung* Total respondents 8;;/
$l. No. 8 7 : <
easons Music 1unchline $rand #mbassador Theme of #dvertising Total
No of espondents 76 7 8: :6 100
&ercenta(e 76 Q 7 Q 8: Q :6 Q 100 C
Interpretation
The above table interprets that the 76 Q of respondents are given their opinion that as they hear $rand )amsung they like Music, 7 Q of respondents are given their opinion that as they hear $rand )amsung they like 1unch line, 8: Q of respondents are given their opinion that as they hear $rand )amsung they like $rand #mbassador and :6 Q of respondents are given their opinion that as they hear $rand )amsung they like Theme of #dvertising.
Ma-ority of the respondents are given their opinion that they like theme of advertising as they hear brand name “)amsung!.
47
-raph @ 13
lassification of respondents on the basis of their opinion as they hear the $rand name J)amsung*
4)
Table E 14
lassification of respondents on the basis of their preference towards )amsung Total respondents 8;;/
$l. No.
easons
No of espondents
&ercenta(e
8 7 : < 6 L
)amsung as a 1opular $rand )ervice 1rice Affers and schemes (asy to purchase Athers Total
76 :7 8: 8: 87 ;6 100
76 Q :7 Q 8: Q 8: Q 87 Q ;6 Q 100 C
Interpretation
The above table interprets that the when respondents were asked their usage preference towards )amsung. 76 Q of the respondents said, they like the )amsung as a popular $rand. :7 Q of the respondent said they like the service provided by the )amsung. 8: Q of the respondents said they were motivated by price, 8: Q of respondents said they like the offers and schemes and 87 Q of the respondents said that is easy to purchase and 6 Q of the respondents said they used )amsung due to other reasons.
Ma-ority of the respondent usage preference towards )amsung, because of )ervice and $rand.
4+
-raph @ 14
lassification of respondents on the basis of their preference towards )amsung
0
Table @ 1
lassification of respondents on the basis of their opinion towards the $rand #mbassador to promote a product
Total respondents 8;;/
$l. No.
!pinion
No of espondents
&ercenta(e
8 7
Oes No Total
<6 66 100
<6 Q 66 Q 100 C
Interpretation
The above table interprets that <6 Q of the respondent said that $rand #mbassador is necessary to promote a product. 66 Q of the respondent said that $rand #mbassador is not necessary to promote a product.
Ma-ority of the respondents are given their opinion that brand ambassador is not necessary to promote a product.
1
-raph @ 1
lassification of respondents on the basis of their opinion towards the $rand #mbassador to promote a product.
2
Table @ 1%
lassification of respondents on the basis of their opinion towards the $rand “)amsung!
Total respondents 8;;/
$l. No.
Brand $amsun(
No of espondents
&ercenta(e
8 7 :
)uggestive #ppropriate (asy to remember Total
:6 79 :L 100
:6 Q 79 Q :L Q 100 C
Interpretation
The above table interprets that :6 Q of the respondents given importance that )amsung brand is suggestive. 79 Q of the respondents given importance that )amsung brand is #ppropriate and :L Q of the respondents given importance that )amsung brand is (asy to remember
Ma-ority of the respondent*s given their opinion that )amsung brand is )uggestive F (asy to remember.
3
-raph @ 1%
lassification of respondents on the basis of their opinion towards the $rand “)amsung!
4
Table @ 17
lassification of respondents on the basis of their opinion towards the $rand “)amsung! is not the name of the product but image created for the service.
Total respondents 8;;/
$l. No.
!pinion
No of espondents
&ercenta(e
8 7
#gree &isagree Total
L: : 100
L: Q : Q 100 C
Interpretation
The above table interprets that L: Q of the respondents agreed that )amsung brand is not the name of the product but image created for the service. #nd : Q of the respondents are disagreeing that )amsung brand is not the name of the product but image created for the service.
Ma-ority of the respondents are agreed that “)amsung brand! is not the name of the product but image created for the service.
-raph @ 17
lassification of respondents on the basis of their opinion towards the $rand “)amsung! is not the name of the product but image created for the service.
%
Table @ 1)
lassification of respondents on the basis of their identification of the $rand )amsung through 1unchline “5#eryoneFs in#ited or its hard to ima(ine !.
Total respondents 8;;/
$l. No.
!pinion
No of espondents
&ercenta(e
8 7
Oes No Total
<9 68 100
<9 Q 68 Q 100 C
Interpretation
The above table interprets that <9 Q of the respondent identify the brand )amsung through 1unchline J(xpress Oourself! and 68 Q of the respondents are not able to identify the brand )amsung through 1unchline J5#eryoneFs in#ited or its hard to ima(ine !.
Ma-ority of the respondents are not identifying the brand )amsung through 1unchline “5#eryoneFs in#ited or its hard to ima(ine !.
7
-raph @ 1)
lassification of respondents on the basis of their identification of the $rand )amsung through 1unchline “5#eryoneFs in#ited or its hard to ima(ine !.
)
Table @ 1+
lassification of respondents on the basis of their opinion towards the )amsung retail outlet in creating the brand image.
Total respondents 8;;/
$l. No.
!pinion
No of espondents
&ercenta(e
8 7
Oes No Total
6= <7 100
6= Q <7 Q 100 C
Interpretation
The above table interprets that 6= Q of the respondent agreed that )amsung retail outlet creates the brand Image and <7Q of the respondent agreed that )amsung retail outlet not creates the brand Image.
Ma-ority of the respondents are agreed that )amsung retail outlet creates the brand Image.
+
-raph @ 1+
lassification of respondents on the basis of their opinion towards the )amsung retail outlet in creating the brand image.
J
%0
Table @ 20
lassification of respondents on the basis of their opinion towards $rand )amsung establish a relationship based on love to collect loyal consumers.
Total respondents 8;;/
$l. No.
!pinion
No of espondents
&ercenta(e
8 7
Oes No Total
: 7 100
: Q 7 Q 100 C
Interpretation
The above table interprets that : Q of the respondents are given positive opinion towards $rand )amsung about relationship to collect loyal consumers, and remaining 7 Q respondents are given Negative opinion towards brand )amsung about relationship to collect loyal consumers.
Ma-ority of the respondents are given the importance towards relationship to collect loyal consumers by brand )amsung.
%1
-raph @ 20
lassification of respondents on the basis of their opinion towards the $rand )amsung establish a relationship based on love to collect loyal consumers.
%2
Table @ 21
lassification of respondents on the basis of their opinion towards advertisement plays a vital role in developing the brand.
Total respondents 8;;/
$l. No.
!pinion
No of espondents
&ercenta(e
8 7
Oes No Total
=; 7; 100
=; Q 7; Q 100 C
Interpretation
The above table interprets that =; Q of the respondents are given positive opinion towards advertisement plays a vital role in developing the brand, and 7; Q of the respondents are given negative opinion towards advertisement plays a vital role in developing the brand.
Ma-ority of the respondents are given the importance advertisement plays a vital role in developing the brand.
%3
a. If 8es= hich 6edia.
$l. No.
6edia
No of espondents
&ercenta(e
8 7 : <
T0 >oarding 1rint %adio Total
<7 87 79 8 100
<7 Q 87 Q 79 Q 8 Q 100 C
Ma-ority of the respondents are given the importance television advertisement plays a vital role in developing the brand
%4
-raph @ 21
lassification of respondents on the basis of their opinion towards advertisement plays a vital role in developing the brand.
a. If 8es= hich 6edia
%
Table @ 22
lassification of respondents on the basis of their opinion about $rand with service provided by )amsung Total respondents 8;;/
$l. No.
!pinion
No of espondents
&ercenta(e
8 7 : <
0ery good Bood )atisfactory 1oor Total
79 <: 8= 8; 100
79 Q <: Q 8= Q 8; Q 100 C
Interpretation
'hen the respondents asked about their opinion towards brand with service provided by )amsung, 79 Q of the respondents said that it was very good, <: Q of the respondents said that it was good, 8=Q of the respondents said that it was satisfied and 8;Q of the respondents said that it was poor.
Ma-ority of the respondents said that the brand with service provided by )amsung is good.
-raph @ 22
%%
lassification of respondents on the basis of their opinion about $rand with service provided by )amsung.
/ININ-$
#fter general survey and introduction with the )amsung users it was found.
%7
That most of the respondents own mobile.
That most of the respondents were between the age group of 7; to <; years.
That the male users were more in number compared to the female users.
That most of the respondents were from middle and upper middle class.
That most of the respondents are from working class.
That ma-ority of the respondents are aware of )amsung mobile.
That the ma-ority of the respondents are using )amsung mobile connection only.
That the ma-ority of the respondents are influenced to purchase by T0 #ds.
That most of the respondents are never too switched over to other brand.
That ma-ority of the respondents have given opinion to promote a brand through T0.
That the ma-ority of the respondents give importance to brand for any purchase.
That the ma-ority of the respondents influenced their purchase by brand )amsung.
That the ma-ority of the respondents liked advertisement as they hear “$rand )amsung!.
That the ma-ority of the respondents bought )amsung mobile connection because of popularity in brand and service.
That the ma-ority of the respondents are in favour of that brand ambassador is not necessary to promote a brand.
That the ma-ority of the respondents express that )amsung brand is easy remember.
That the ma-ority of the respondents struck to )amsung mobile connection as not a name but because of its brand image.
That the ma-ority of the respondents couldn*t identify brand “)amsung! through the 1unchline “(xpress Oourself!.
That the ma-ority of the respondents are agreed to that )amsung retail outlet creates brand image.
That the ma-ority of the respondents are expressed advertising is important for a brand.
That the ma-ority of the respondents are in the favour of brand with service given by )amsung is good.
%)
$--5$TI!N$
)amsung conduction survey, collection and always of gathers data and interaction with users, it is suggested.
That )amsung should make their plans more economical for all classes.
That )amsung should focus on the age group of 6; and above.
That )amsung should chalk out new plans to attract more female users.
That )amsung should make new and lucrative strategies and schemes separately for students and pensioners to make them brand loyal.
That )amsung should keep on bringing out new time attractive offers and schemes to increase brand value.
That )amsung should bring advertisement in print media and audio to attract more consumers towards brand.
That )amsung should focus more on music, theme of advertising than the brand ambassador.
That no doubt )amsung has more visual identity, but it should work to create strong brand identity.
That no doubt )amsung has a colorful advertisement where it should focus more on the words “(xpress Oourself! which is a part of the brand identity.
That no doubt )amsung is a popular brand s it should creates brand identity extends to rural and remote areas too.
%+
*!N*9$I!N$
It is concluded that the overall field of )amsung is appreciable, in the prevailing cut threat competition among the powerful telecom industry it appea red that )amsung has not only entered play but to win and indeed it has one. If )amsung continues its brand identify, awareness, image and service as it is doing now it would not be exaggerating )amsung may force other brands vanish from the market. It appears that the brand )amsung has no doubt made these mobile handsets available in the hands of people of all walks, but with an eye on monetary gain.
It is a privilege to flash or own a brand )amsung mobiles, it has become an identity of pride and fashion. The growth of )amsung was graphically ascending but steadily spreading its wings all over the market with uniformity. The )amsung brand enables customer to identify so well that he is tempted to levy it again. There by setting him to be among the upper and privilege class.
$rand awareness of the )amsung mobile it as such providing ideas, feelings to a common man to en-oy the service. )amsung is boom bridging the long distance eliminating the feeling of separation.
)amsung (nterprise is en-oying a virtual monopoly as it has made a very good place for itself in the competitive market.
G$amsun( has swept the mar'et in a true senseH
70
Biblio(raphy
www.samsun(.co.in. www.scribd.com www.slideshare.com www.economictimes.com www.etnow.com
71
