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Chapter - 1 COMPANY PROFILE
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INTRODUCTION
The Samsung Group is a South Korean multinational conglomerate corporation headquartered in Samsung Town, Seoul, South Korea. It comprises numerous international affiliated businesses, most of them united under the Samsung brand. Notable Samsung Group industrial subsidiaries include Samsung Electronics (the world's largest information technology company measured by 2010 revenues), Samsung Heavy Industries (the world's second-largest shipbuilder measured by 2010 revenues), and Samsung Engineering and Samsung C&T (respectively the world's 35th- and 72nd-largest construction companies). Other notable subsidiaries include Samsung Life Insurance (the world's 14th-largest insurance company), Samsung Securities, Samsung SDS, Samsung Everland (the oldest theme park in South Korea), Cheil Worldwide (the world's 19th-largest advertising agency measured by 2010 revenues) and Shilla Hotel. Samsung Group produces around a fifth of South Korea's total exports and its revenues are larger than many countries' GDP; in 2006, it would have been the world's 35thlargest economy. In many South Korean industries Samsung Group enjoys a monopoly position. The company has a powerful influence on South Korea's economic development, politics, media and culture, and has been a major driving force behind the "Miracle on the Han River". Many businesses today use Samsung's international success as a role model.
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Background of Samsung Electronics: Samsung Electronics is a South Korean multinational electronics and information technology company headquartered in Samsung Town, Seoul. It is the flagship subsidiary of the Samsung Group. With assembly plants and sales networks in 61 countries across the world, Samsung has approximately 160,000 employees. In 2009, the company took the position of the world‘s biggest IT maker by surpassing the previous leader Hewlett-Packard. Its sales revenue in the areas of LCD and LED displays and memory chips is number one in the world. In the TV segment, Samsung‘s market position is dominant. For the four years since 2006, the company has been in the top spot in terms of the number of TVs sold, which is expected to continue in 2010 and beyond. In the global LCD panel market, the company has kept the leading position for eight years in a row. With the Galaxy S model mobile phone, Samsung‘s Smartphone lineup has retained the second-best slot in the world market for some time. In competition to Apple's iPad tablet, Samsung released the Android powered Samsung Galaxy Table.
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Company Profile Samsung India Electronics Private Limited (SIEL): Samsung India is the hub for Samsung‘s South West Asia Regional operations. The South West Asia Regional Headquarters looks after the Samsung business in Nepal, Sri Lanka, Bangladesh, Maldives and Bhutan besides India. Headquartered in New Delhi, India which commenced its operations in India in December 1995, today enjoys a sales turnover of over US$ 1Bn in just a decade of operations in the country. Headquartered in New Delhi, Samsung India has a network of 19 Branch Offices located all over the country. The Samsung manufacturing complex housing manufacturing facilities for Colour Televisions, Colour Monitors, Refrigerators and Washing Machines is located at Noida, near Delhi. Samsung ‗Made in India‘ products like Colour Televisions, Colour Monitors, Mobile Phones, Tablets, Smart Phones and Refrigerators are being exported to Middle East, CIS and SAARC countries from its Noida manufacturing complex. Samsung India currently employs over 1600 employees, with around 18% of its employees working in Research & Development.
The Samsung Philosophy At Samsung, we follow a simple business philosophy: to devote our talent and technology to creating superior products and services that contribute to a better global society. Every day, our people bring this philosophy to life. Our leaders search for the brightest talent from around the world, and give them the resources they need to be the best at what they do. The result is that all of our products—from memory chips that help businesses store vital knowledge to mobile phones that connect people across continents— have the power to enrich lives. And that‘s what making a better global society is all about.
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Our Values We believe that living by strong values is the key to good business. At Samsung, a rigorous code of conduct and these core values are at the heart of every decision we make.
Samsung Business Principals
Vision 2020 As stated in its new motto, Samsung Electronics' vision for the new decade is, "Inspire the World, Create the Future." This new vision reflects Samsung Electronics‘ commitment to inspiring its communities by leveraging Samsung's three key strengths: ―New Technology,‖ ―Innovative Products,‖ and ―Creative Solutions.‖ -- and to promoting new value for Samsung's core networks -- Industry, Partners, and Employees. Through these efforts, Samsung hopes to contribute to a better world and a richer experience for all.
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2000-Present Pioneering the Digital Age The digital age has brought revolutionary change – and opportunity – to global business, and Samsung has responded with advanced techno-logies, competitive products, and constant innovation. At Samsung, we see every challenge as an opportunity and believe we are perfectly positioned as one of the world's recognized leaders in the digital technology industry. Our commitment to being the world's best has won us the No.1 global market share for 13 of our products, including semiconductors, TFT-LCDs, monitors and CDMA mobile phones. Looking forward, we're making historic advances in research and development of our overall semiconductor line, including flash memory and non-memory, custom semiconductors, DRAM and SRAM, as well as producing best-in-class LCDs, mobile phones, digital appliances, and more.
Samsung Affiliated Companies: Samsung is comprised of companies that are setting new standards in a wide range of businesses, from consumer electronics to petrochemicals, from advertising to life insurance. They share a commitment to creating innovative, high quality products that are relied on every day by millions of people and businesses around the world.
Machinery & Heavy Industries
Samsung Heavy Industries
Samsung Techwin
Affiliated Organizations
Samsung Human Resources Development Centre
Samsung Lions
The Ho-Am Foundation
Samsung Foundation of Culture
Samsung Welfare Foundation
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Electronics Industries
Financial Services
Samsung Electro-Mechanics
Samsung Life Insurance
Samsung SDI
Samsung Fire & Marine Insurance
Samsung Corning Precision Materials
Samsung Card
Samsung SDS
Samsung Securities
Samsung Mobile Display
Samsung Investment Trust
Samsung LED
Management
Chemical Industries
Samsung Total Petrochemicals
Samsung Petrochemicals
Samsung Fine Chemicals
Samsung BP Chemicals
Other Affiliated Companies
Samsung C&T Corporation
Samsung Engineering
Cheil Industries
Samsung Everland
The Shilla Hotels & Resorts
Cheil Worldwide
S1 Corporation
Samsung Medical Centre
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Etymology According to the founder of Samsung Group, the meaning of the Korean hanja word Samsung is "tristar" or "three stars". The word "three" represents something "big, numerous and powerful"; the "stars" mean eternity.
Logos
The Samsung Byeolpyo noodles logo, used from late 1938 until replaced in 1950s. The Samsung Group logo (―three stars‖), used from late 1980 until replaced in 1992
The Samsung Group logo, used from late 1969 until replaced in 1979
The Samsung Electronics logo, used from late 1980 until replaced in 1992
Samsung's current logo used since 1993.
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PRODUCT PROFILE
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Product Profile Samsung Mobiles in India is managed by Samsung Telecommunications India (STI) who are the design and technology leaders in the market of mobiles. The Samsung mobile division in India manufacturers and markets wide variety of mobile telecommunications products with pre pay and post pay markets in the consumer as well as business segments. There are 3 different conglomerates which are united under one Samsung group. Samsung Electronics is the part of its business conglomerate and also the world‘s largest electronics company. Samsung Mobiles is also a part of Samsung Electronics which works in semi conductors, telecommunications, digital media and digital LCD appliances. The Headquarter of Samsung is in South Korea and at present it operates in more than 100 countries. The mobile phones by Samsung are mainly divided into 6 major categories that include style, Multimedia, Infotainment, Essential, Business and Connected. The company is known for introducing consumer oriented innovative and breakthrough technology products and the new brand positioning of the company is reflected in its spunky and new tagline – ―Next is What?‖ which is used in all the communication material of Samsung. The popular handsets of Samsung are: Tablet Smartphone Smartphone Dual Sim Phone Find the perfect balance with DUAL SIM. Touch Phone Leading the TOUCH revolution. Qwerty Messaging Phone Multimedia Phone MULTIMEDIA magic unlimited. CDMA Phone Discover a unique lifestyle with CDMA. Essential Phone
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PRODUCT | GSM GT-S5620
Network GSM&EDGE Band
Display Type : TFT Resolution : 240x400
Size Weight : 92g Dimension : 108.8 x 53.7 x 12.4
Battery Talk Time : 580min(2G), 290min(3G), 160min(VT) Standby : 760Hrs(2G), 450Hrs(3G)
Quick Spec
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PRODUCT | GSM GT-C6112
Network GSM/Edge
Display Type : TFT Resolution : 320x240
Size Weight : 112g Dimension : 105.8x50x16.5mm
Battery Talk Time : Up to 570min Standby : Up to 380hr
Quick Spec
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PRODUCT | GSM GT-B7610
Network GPRS, 3G, HSPDA,
Display Type : Resolution :
Size Weight : 165g Dimension : 112.6 x 57.8 x 16.5 mm
Battery Talk Time : up to 12 hrs /2G, Up to 6.8 hrs/3G Standby : 576hrs/GSM, 500hrs/WCDMA
Quick Spec
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PRODUCT | GSM GT-B3410
Network GSM, GPRS
Display Type : TFT Resolution : 320x240
Size Weight : 113.7g Dimension : 102.3x52.4x15.9mm
Battery Talk Time : up to 12 hrs Standby : up to 450hr
Quick Spec
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Product | Galaxi 1500 (CDMA)
Android 2.1 1 Ghz processo‘ Hi-speed internet access @ 3.1Mbps 5MP camera with flash 2Gb internal (plus 32GB expandable) 1 ,500mAh battery Multi application choices. Quick Spec
Product | MPOWER TXT M369
Capture New Memones Usten to your favowête tunes More Multimedia, More Excitement More texting More fun More TV, More Entertainment More3G, More Power Advanced Mobile Tracker Morn Frp1nm with OMH Quick Spec
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PRODUCT | Tablet Smartphone | GALAXI TAB 750
Better Design Better Screen Better Web browsing Better Multi-tasking
The new GALAXY Tab 750 offers a superlative experience with the thinnest and lightest large screen tablet available! It has unmatched mobility and amazingly thin and light body. At just 565 grams and 8.6mm slim.
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Chapter – 2 OBJECTIVES RESEARCH METHODOLOGY LIMITATIONS
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OBJECTIVES MAIN OBJECTIVE Analysis of current market scenario of mobile market with special reference to SAMSUNG IND.MOBILES. SUB OBJECTIVES To study the satisfaction level of Samsung Phone users in Kurnool. To study the buying behavior of the customers. To understand the price sensitivity of the market in respect to the Samsung services. To identify customers opinion about Samsung Handsets. To identify the key buying factors of Samsung Phones. To understand the various sales promotional schemes being offered by various mobile handsets providers.
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RESEARCH METHODOLOGY ―To manage the business well is to manage its future and to manage the future is to manage information‖. To collect the information, marketing research is to be done. Marketing research has been defined as ―the systematic gathering, recording and analyzing of data about problems relating to marketing of goods and services from producer to consumer‖. -By American Marketing Association Research Methodology refers to the various methods and techniques involved in the process of research. The information required for the preparation of the report is collected through two Sources viz; 1. Primary Data 2. Secondary Data
1. PRIMARY DATA: The data collected for a purpose for a particular problem in original is known as ―Primary Data‖. It consists of all the answers in first hand. Sources of primary data: The sources are divided into basically two types internal and external. Internal source analysis is referred to as sales analyses. The external sources include the sales man, dealers and consumers.
On the basis of requirement the information is collected
from anyone or all of the sources. Methods of collecting Primary data: The collection of information is referred to as primary method. There are various methods in which primary data can be adopted and thus can be broadly classified as survey methods and experimental methods.
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Survey methods: The survey is a complex operation, which requires some technical Knowledge. Survey methods are of personal character and depending on the information required there are six major types of surveys. Facts Survey - Collects only facts. Opinion Survey – Opinions in various problems are collected. Attitude Survey – Determines the attitudes of the consumers. Future inventions Survey – Used to find on discover future trends. The Reason why Survey – Seeks to determine why a person has done something to do something in future. Ones survey may contain several types since it may give several better kinds of information. The various kinds of surveys are carried out through different methods. Usually three general methods are used to conduct a survey.
2. SECONDARY DATA: The data collected from the public sources i.e., not originally Collected for the first time is called secondary data. Suppose we want to know the population of the city, we need not go house to house to collect the same but can referred to the census report. SAMPLING METHODS 1) Sampling unit
: Professionals, Common people and Students are surveyed
2) Sampling Size
: 100
3) Sampling procedure
: Stratified random sampling is used
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LIMITATIONS As we know the objectives and the importance of study it is compulsory for us to have knowledge about the limitations of the study. The limitations are as follows:
The study is confined only to Kurnool city and not the customers around the world. Time factor is the main limitation of the study. The methods used in this project are random sampling methods and the result obtained may not be fully accurate and believable. The research has been centered to only 100 customers rather than millions of people. Some of the customers are not interested to give the accurate information about the product. This study is based on the figure available and the information given by the customers.
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Chapter – 3
LITERATURE REVIEW
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Theoretical Background of the Customer Satisfaction According to Philip Kotler, “satisfaction is a person’s feelings of pressure or disappointment resulting from product’s perceived performance (outcome) in relation to his or her expectations. Customer satisfaction is the level of a person’s felt state resulting from comparing a product’s perceived performance (outcome) in relation to the person’s expectations”. In today's increasingly competitive environment, quality services and customer satisfaction are critical to corporate success. Delivering high quality services is closely linked to profits, cost savings and market share. As stated by Piercy (1995), ―it is striking that one of the few elements that links many of the otherwise disparate recommendations made to managers over the past several decades has been the need to focus on customer satisfaction as a route to sustained high performance‖. Companies should, to a much higher degree, be aware of the fact that customer dissatisfaction equals both defection and long-term losses. As stated by various authors (Ballantayne et al. 1996; Berry, 1986; Collier, 1994; Schneider and Bowen, 1995): It is easier - and much cheaper - to keep existing customers than to get new ones. Additionally, another benefit from achieving satisfied customers is the fact that the willingness to repurchase is much higher for satisfied customers than for dissatisfied and indifferent ones. Despite this awareness concerning the importance of customer satisfaction, it is beyond the ability of many of today's service companies to maintain satisfied customers. Empirical surveys concerning the proportion of satisfied versus dissatisfied customers reveal that a large amount of service industries suffer from an insufficient number of satisfied customers. A survey conducted in the BD by Dr.siraj (2001) reveals extreme low levels of overall customer satisfaction. He examined the overall customer satisfaction levels in various service branches: Grocery chains (31%), fast-food outlets & Res. (24%), and banks (15%). One can argue that these results constitute a low range of general service provision. However, even companies which focus their efforts on achieving satisfied customers, rarely exceed a customer satisfaction ratio above 50-70% (Scheby, 1998). However , it is important to emphasize that it is almost impossible to compare various levels of satisfaction, as the numbers depend heavily on the specific method of measurement. As a result, it is not possible
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to refer to the degree of satisfied versus dissatisfied customers in absolute terms, but only in relative terms. Based on the results above, the impression rises that the discipline of satisfying customers is not always successfully translated into activities practiced by service companies. This fact has supported our interest in conducting an investigation concerning the relationship between service providers and customer satisfaction.
Methods to Measure Customer Satisfaction Companies use the following methods to measure customer satisfaction. 1) Complaints and suggestion system: Companies obtaining complaints through their customer service centers, and further suggestions were given by customers to satisfy their desires. 2) Customer satisfaction surveys: Responsive companies obtain a direct measure of customer satisfaction by periodic surveys. They send questionnaires to random sample of their customers to find out how they feel about various aspects of the company‘s performance and also solicit views on their competitor‘s performance. It is useful to measure the customer‘s willingness to recommend the company and brand to other persons. 3) Lost Customer Analysis: Companies should contact customers who have stopped buying or who have switched to another supplier to learn why this happened. 4) Consumer Behavior Vs Consumption Behavior: Consumer behavior refers to the manner in which an individual reaches decision related to the selection, purchases and use of goods and services. Walters and Paul says that, consumer behavior is the process where by the individuals decides what, when, how and from whom to purchase goods & services. Consumer behavior relates to an individual person (Micro behavior) where as consumption behavior relates to and to the mass or aggregate of individuals (Macro behavior) consumers behavior as a study focuses on the decision process of the individual consumer or consuming unit such as the family.
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In contrast the consumption behavior as a study is to do with the explanation of the behavior of the aggregate of consumers or the consuming unit. Consumer is a pivot, around which the entire system of marketing revolves. The study of buyer behavior is one of the most important keys to successful mark. Customer Satisfaction is seen as a key performance indicator within business and is often part of a Balanced Scorecard. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. "Within organizations, customer satisfaction ratings can have powerful effects. They focus employees on the importance of fulfilling customers‘ expectations. Furthermore, when these ratings dip, they warn of problems that can affect sales and profitability. . . . These metrics quantify an important dynamic. When a brand has loyal customers, it gains positive word-ofmouth marketing, which is both free and highly effective." Therefore, it is essential for businesses to effectively manage customer satisfaction. To be able do this, firms need reliable and representative measures of satisfaction. In researching satisfaction, firms generally ask customers whether their product or service has met or exceeded expectations. Thus, expectations are a key factor behind satisfaction. When customers have high expectations and the reality falls short, they will be disappointed and will likely rate their experience as less than satisfying. For this reason, a luxury resort, for example, might receive a lower satisfaction rating than a budget motel—even though its facilities and service would be deemed superior in ―absolute‖ terms. The importance of customer satisfaction diminishes when a firm has increased bargaining power. For example, cell phone plan providers, such as AT&T and Verizon, participate in an industry that is an oligopoly, where only a few suppliers of a certain product or service exist. As such, many cell phone plan contracts have a lot of fine print with provisions that they would never get away if there were, say, a hundred cell phone plan providers, because customer satisfaction would be way too low, and customers would easily have the option of leaving for a better contract offer. There is a substantial body of empirical literature that establishes the benefits of customer satisfaction for firms.
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DATA ANALYSIS & INTERPRETATION
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1. What type of professionals are using cell phones?
Professionals
Number of respondents
Percentage
Employees
35
35%
Businessmen
29
29%
Students
30
30%
Others
6
6%
Total
100
100%
Inference:
From the above table, it indicates that, the different type of professionals using cell phones are employees 35(35%), businessmen 29(29%), students 30(30%) and others 6(6%). It shows the common importance of phones now days.
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1. Column chart representing the usage of cell phones by different type of professionals:
40% 35% 35% 30%
29%
30% 25% 20% 15% 10%
6% 5% 0% Employees
Businessmen
Students
Others
Percentage
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2. Income level of respondents who are using cell phones?
Income levels
Number of respondents
Percentage
6000-10000
45
45%
10000-18000
26
26%
18000-25000
22
22%
Above 25000
7
7%
Total
100
100%
Inference: The above table indicates that the majority of respondents with the income level of 6000-10000 using mobiles are 45(45%), and then move down to 10000-18000 the 26(26%) of respondents using mobiles, then 18000-25000 22% of respondents using mobiles and above 25000 7% of respondents are using mobiles.
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2. Cone chart representing income level of respondents:
Income level of Respondents 45% 45% 40% 35% 26%
30%
22%
25%
Percentage
20% 15% 7%
10% 5% 0% 6000-10000
10000-18000 18000-25000 Above 25000
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. 3. Which brand cell phone you have?
Brand
Number of respondents
Percentage
Samsung
48
48%
Nokia
25
25%
LG
20
20%
Others
7
7%
Total
100
100%
Inference: According to the above table, it indicates that 48% of respondents are using Samsung cell. 25% of respondents are using Nokia, 20% of respondents using Samsung and 7% of respondents using Others(China, Carbon, M.V.L etc) It means the market of Samsung is good than compared to other competitors such as Samsung and LG etc.
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3. Cylindrical chart showing which brand cell phone respondents are using:
Brands of Cell Phones 48% 50% 40% 25%
30%
20%
20% 7% 10% 0% Samsung
Nokia
LG
Others
Percentage
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4. Which type of Samsung cell you have?
Type of cell phone
Number of respondents
Percentage
Essential Phones
41
41%
Qwerty Phones
32
32%
Smart Phones
17
17%
Touch Phones
10
10%
Total
100
100%
Inference:
The above table shows that 41(41%) of respondents are using Essential Phones, 32(32%) of respondents are using Qwerty Phones, 17(17%) of respondents using Smart Phones and 10(10%) of respondents are using Touch Phones.
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4. Pie chart representing the type of Samsung Phones used by respondents:
Type of Samsung Mobiles Touch Phones 10%
Smart Phones 17%
Essential Phones 41%
Qwerty Phones 32%
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5. Why do you prefer Samsung?
Factors
Number of respondents
Percentage
Quality
48
48%
Comfort
12
12%
Price
24
24%
Prestige
16
16%
Total
100
100%
Inference:
The above table shows that 48(48%) of respondents use Samsung cell phone due to its quality, 12(12%) voted for comfort, 24(24%) voted for price factor, and 16(16%) use it for the purpose of prestige. Most of the peoples use Samsung cell phones due to its quality.
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5. Line chart showing what factors effect the respondents to buy samsung cell phone:
Percentage
Respondents
Prestige
16%
Price
24%
Comfort
12%
Quality
48%
0%
10%
20%
30%
40%
50%
60%
Percentage
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6. To what extent you are satisfied with Samsung cell?
Factors
Number of respondents
Percentage
Highly satisfied
23
23%
Moderately satisfied
12
12%
Satisfied
66
66%
Not satisfied
-
-
Total
100
100%
Inference:
According to the survey, the table indicates that 23(23%) of respondents are highly satisfied with Samsung cell, 12(12%) are moderately satisfied, and 66(66%) of respondents are satisfied with Samsung.
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6. Cone chart representing consumer satisfaction towards Samsung cell phone:
Respondents satisfaction on Samsung Phones 70%
Percentage
60% 50% 40% 30% 20% 10% 0% Percentage
Highly satisfied 23%
Moderately satisfied 12%
Satisfied
Not satisfied
66%
0
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7. Who influenced you to buy Samsung cell?
Factors
Number of respondents
Percentage
Friends
41
41%
Relatives
14
14%
Advertisements
38
38%
Others
7
7%
Total
100
100%
Inference:
The above table shows the influencing factors which forced the respondents to buy Samsung cell phone are 41(41%) through friends, 14(14%) through relatives, 38(38%) are through the influence of advertisements, and 7(7%) through other factors..
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Cylindrical representing influencing factors which forced the respondents to buy Samsung cell phone:
Factors influenced to buy Samsung Phone Percentage 38%
41%
14% 7%
Friends
Relatives
Advertisements
Others
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8. What is your opinion about prices of Samsung?
Factors
Number of respondents
Percentage
Very high
8
8%
High
22
22%
Medium
66
66%
Low
4
4%
Total
100
100%
Inference:
According to the table the opinion of the respondents about the prices of Samsung are 8(8%) of respondents said the price is very high, 22(22%) said high, 66(66%) said the prices are medium, and 4(4%) of respondents replied the price of Samsung cell phones are low.
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Column chart stating the opinion of respondents towards the prices of Samsung cell phones:
Opinion about the Price of the Samsung Phones Medium, 66%
70% 60% 50% 40% 30%
High, 22%
20% 10%
Very high, 8%
Low, 4%
0% Very high
High
Medium
Low
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9. Are you loyal to Samsung? Factors
Number of respondents
Percentage
Yes
80
80%
No
20
20%
Total
100
100%
Inference: The above table states the brand loyalty of Samsung. More number of respondents are loyal to the brand i.e., 80(80%), and 20(20%) are not loyal due to some reasons.
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9. Pie chart showing the brand loyalty of respondents towards samsung cell phone:
Loyalty of Respondents towards Samsung Mobiles Yes
No
20%
80%
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10. Are you satisfied with value added features of Samsung?
Factors
Number of respondents
Percentage
Highly satisfied
18
18%
Moderately satisfied
12
12%
Satisfied
70
70%
Not satisfied
-
-
Total
100
100%
Inference:
According to the above table, 18(18%) of respondents are highly satisfied with the value added features of Samsung, 12(12%) are moderately satisfied, and 70(70%) of respondents are satisfied.
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Column chart representing the opinion of respondents towards the value added features of Samsung:
Opinions about the features added in samsung Phones 80% 70% 60% 50% 40% 30% 20% 10% 0%
70%
18%
12% 0
Highly satisfied
Moderately satisfied
Satisfied
Not satisfied
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11. Are you satisfied with battery backup capacity of Samsung cell?
Factors
Number of respondents
Percentage
Highly satisfied
32
32%
Moderately satisfied
7
7%
Satisfied
61
61%
Not satisfied
-
-
Total
100
100%
Inference:
The above table indicates that, 32(32%) of respondents are highly satisfied with the battery backup capacity of Samsung cell, 7(7%) are moderately satisfied, and 61(61%) are satisfied.
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11. Pyramid chart stating the customer opinion towards battery backup capacity of Samsung cell phone:
Satisfaction towards Battery Back up of Samsung Phones 61%
70% 60% 50% 40%
32%
30% 20%
7% 0
10% 0% Highly satisfied
Moderately satisfied
Satisfied
Not satisfied
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7
12. What is your opinion about sales promotional activities of Samsung?
Factors
Number of respondents
Percentage
Very impressive
29
29%
Moderately impressive
22
22%
Impressive
49
49%
Not impressive
-
-
Total
100
100%
Inference:
According to the above table, 29(29%) of respondents are very impressive with the sales promotional activities of Samsung, 22(22%) are moderately impressive, and 49(49%) are impressive.
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12. Column chart representing opinion of consumer towards the sales promotional activities of Samsung:
Opinion towards the sales promotional activities of Samsung 60% 49%
50% 40% 30%
29% 22%
Percentage
20% 10% 0 0% Very impressive
Moderately impressive
Impressive
Not impressive
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13. What is your opinion on advertisements of Samsung?
Factors
Number of respondents
Percentage
Excellent
53
53%
Good
38
38%
Fair
9
9%
Poor
-
-
Total
100
100%
Inference:
The above table indicates that, 53(53%) of respondents said that the advertisements of Samsung are excellent, 38(38%) said good, and 9(%) said fair.
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13. Cone chart representing consumer opinion towards the advertisements of Samsung:
Respondent opinion about Samsung Advertisements Percentage
53% 38%
9% 0 Excellent
Good
Fair
Poor
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14. How do you feel after sales service of Samsung?
Factors
Number of respondents
Percentage
Excellent
51
51%
Good
47
47%
Fair
2
2%
Poor
-
-
Total
100
100%
Inference:
According to the above table, 51(51%) of respondents said that the after sales service of Samsung is excellent, 47(47%) said good, and 2(2%) said fair.
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14. Column chart representing the opinion of consumer after sales service of Samsung:
Customer Opinion about after sales service of Samsung 60% 51% 47%
Respondts
50% 40% 30% 20% 10%
2% 0% Percentage
0
Excellent
Good
Fair
Poor
51%
47%
2%
0
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Chapter – 4
SWOT ANALYSIS
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SWOT ANALYSIS STRENGHTS Brand image of samsung is very good. Quality is the strength of samsung. After sales services is also good. It is a multinational company. WEAKNESS
Price of samsung handsets is high. Sales promotional activities of samsung are limited. Service centers are less. OPPORTUNITIES
If the samsung company decreases the prices some value of colour handsets, it can capture more market. Effective and new sales promotional activities should be implemented by samsung. Service centers should be more in number. THREATS
Threatens from other competitors in the market such as LG, Samsung, and sony ericsson etc.., Threatens from the changing of customers according to time. Page | 56
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FINDINGS & SUGGESSIONS
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FINDINGS 1. It is found that majority of consumers prefer Essential and Smart model
handsets of Samsung.
2. It is found that majority of consumers prefer Samsung due to its quality.
3. It is found that majority of consumers are satisfied with Samsung.
4. It is found that the influencing factor for consumers to purchase Samsung is
through advertisements.
5. It is found that consumers are satisfied with value added features of
Samsung.
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SUGGESTIONS 1. The company should come up with new handset models compared to
Samsung and LG.
2. The consumers feel that the prices of Samsung Phones should be reduced.
3. The company needs to improve the sales promotional activities.
4. According to the survey the consumers prefer more models with different
price levels will attract the consumers. So the company has to concentrate on
these in order to attain more market share.
5. Though the company is leading the market, it should beware of competitors
like Samsung, which is also trying to compete with Samsung by offering
better quality products at economical prices.
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Chapter – 5 QUESTIONNNAIRE
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Questionnaire Dear sir/madam… I am _______________ pursuing III year B.B.M in Osmania Degree College for Women, Kurnool…as per the partial fulfillment of my course, I have to complete the project work. So please co-operate in filling the questionnaire. Name:
male [ ] female [ ]
Contact no: 1. Profession A. Employee
[ b. Businessmen
c. Student
d. Others
2. Income level A. 6000-10000
[ b. 10000-18000
c. 18000-25000
b. Nokia
[ c. LG
[
b. Comfort
[ c. Price
b. Moderately satisfied
c. Satisfied
[
b. Relatives
]
d. Not satisfied
7. Who influenced you to purchase Samsung cell A. Friends
]
d. Prestige
6. To what extent you are satisfied with Samsung Phones A. Highly satisfied
]
c. QWERTY Phones d. Touch Phones
5. Why do you prefer Samsung A. Quality
]
d. Others
4. Which type of Samsung cell you have A. Essential Phones b. Smart Phones
]
d. Above 25000
3. Which brand cell phone you have A. Samsung
]
[ c. Advertisement
]
d. Others
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8. What is your opinion about prices A. Very high
b. High
[ c. Medium
9. Are you loyal to Samsung A. Yes
b. Moderately satisfied
c. Satisfied
11. Are you satisfied with battery backup capacity of Samsung A. Highly satisfied
b. Moderately satisfied
c. Satisfied
12. What is your opinion about sales promotional activities A. Very impressive b. Moderately impressive
[
]
[
]
b. Good
d. Not satisfied [
d. Not satisfied [
c. Fair
[
b. Good
]
c. Fair
]
d. Poor
14. How do you feel after sales services of Samsung A. Excellent
]
c. Impressive d. Not impressive
13. What is your opinion on advertisements of Samsung A. Excellent
d. Low
b. No
10. Are you satisfied with value added features of Samsung A. Highly satisfied
]
[
]
d. Poor
Any opinion towards the product
Signature
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BIBLIOGRAPHY
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BIBLIOGRAPHY
1. Marketing management
- philip kotler
2. Modern marketing
- r.s.pillai,bhagwati
3. Magazine
- business india
4. Website
- www.samsung.co.in www.google.com www.wikipedia.org
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