CHAPTER-I

INTRODUCTION

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1.1INTRODUCTION

A large variety of goods and services are used in our daily life. These include items like
toothpaste, toothbrush, soap, oil, clothes, food items, telephone, electricity, cell phones and many
more. All these goods and services reach our home. Obviously the business houses that produce
the goods and services have to ensure that these are to be sold, and so they have to make the
consumers/users aware of their products and place them at points convenient to the consumers.
This involves a number of activities such as product planning, pricing, promotion, use of
middlemen (wholesalers, retailer etc.) for sale, warehousing, transportation etc. All these
activities taken together are termed as Marketing. Customer satisfaction is a marketing term that
measures how products or services supplied by a company meet or surpass a customer’s
expectation.

Customer satisfaction is important because it provides marketers and business owners with a
metric that they can use to manage and improve their businesses. The importance of customer
satisfaction should never be neglected. It should be considered especially while planning the
marketing and positioning campaigns. Satisfied customers are more likely to share the contents
across the social media. They will also more keenly interact with the posts, leaving some
delightful and admirable comments. Later the feed back can be used as a source for the success
of the business.
1.2 NEED FOR THE STUDY

Businesses need money to survive. To make money, businesses need customers. Ideally these
customers are happy, tell their friends about you and keep coming back. While the business
might survive with angry, single-purchase customers, only businesses with a focus on customer
satisfaction will thrive. Customer satisfaction is the difference between surviving and thriving.
Hence it is concentrated to study the customer satisfaction towards Samsung mobiles.

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1.3 OBJECTIVES OF THE STUDY

1. To know the customers satisfaction level of Samsung Company.

2. To analyze the customer’s attitude towards Samsung services and factors influencing
while choosing a brand.
3. To study the general problems faced by existing Samsung Company.
4. To offer suggestions.

1.4 STATEMENT OF THE PROBLEM

Research problem is selected for the purpose of this project to study the customer behavior in
relation to their perceptions, attitudes, preference, expectation, satisfaction and dissatisfaction
with reference to the Samsung Company.

1.5 RESEARCH METHODOLOGY

The process used to collect information and data for the purpose of making business decisions.
The methodology may include publication research, interviews, surveys and
other research techniques, and could include both present and historical information.

1.5.1 DATA COLLECTION

Primary data

Primary data are original source, which are collected directly from the respondents. This
information is collected through questionnaire, personal interview and through observation. For
my study I have used questionnaire for collecting the data.

1.6 SCOPE OF THE STUDY

 It helps to know that which media has given more awareness to the customer.
 The study also helps the company to improve their standard of service and handle the
competition in the near future.
 It also helps in putting possible improvement, additions and new strategies and offers the
customers.

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  It also puts a detailed insight into the different aspect of the company such as
manufacturing, marketing sales, production and services etc.

1.7LIMITATIONS OF THE STUDY

The limitation of the study is as follows:-

1) The study pertains to only one brand of the Samsung due to the limitation of time frame.
2) Findings are based on the records available at the Samsung Company and the information
provided by the corporation.
3) This study is restricted to customers only.
4) Sample size is restricted to 80 respondents only. .

1.8 CHAPTER SCHEME

Chapter-1 :This chapter deals with introduction, statement of the problem, scope of study,
objectives of study, need of study, methodology of study and data collection, limitations of the
study and chapter scheme.

Chatper-2: This chapter deals with review of literature.

Chapter -3: This chapter deals with data analysis and interpretation.

Chapter -4: This chapter deals with finding and suggestion.

Chapter-5: This chapter deals with conclusion.

CHAPTER-II

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REVIEW OF LITERATURE

2.1INTRODUCTION

Extensive literature survey is an integral part of every research work. Review of

literature is necessary for the exact understanding of the topic under study. As the present topic is

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related to mobile phone services, an attempt is made here to review a few important studies
conducted by various management researchers and professionals on these services. The analysis
on the mobile phone service is of recent origin. A separate chapter is allotted for the review due
to this reason. The present study concentrates on the available literature, on Indian level in the
world and the study related data are collected from the various sources from the point of view of
consumer awareness, consumers‟ attitude, level of satisfaction, factors influencing, factors
affecting and opinion of the consumers.

2.2REVIEW OF LITRATURE

Assaari and Karia (2000) in their paper titled, “Churn Management towards Customer
Satisfaction; A Case of Cellular operations in Malaysia” have viewed that customer satisfaction
and customer service have been critical factors of the cellular industry. Cellular service providers
need to ensure about the technology that provides customer service best in the industry. It is
stated that investment in people and in technology helps in providing best customer service for
today and for the future. One common ground that most carriers and customers agree on is that
good customer service can have a key impact on how a customer views firm‟s services and
company.

Bepko (2000) in his article entitled, “Service Intangibility and Its Impact on Consumer
Expectations of Service Quality” has pointed out that among the areas which need to be
addressed in service quality research is the nature of consumer expectations across the range of
intangibility. Previous research has compared consumers service quality expectations across
services, but different groups of subjects have been evaluated for each different service. The
problem of using different subjects for each service is that the subjects‟ demographic
characteristics may be responsible for the significant differences in expections of quality.

Carsten Fink, AadityaMattoo and RandeepRathindran (2001) in their study titled,

“Liberalizing Basic Telecommunications: The Asian Experience” have found that despite the
move away from traditional public monopolies, most Asian governments are still unwilling to
allow unrestricted entry, eliminate limits on private and foreign ownership, and establish strong
independent regulators. A comprehensive reform including privatization, competition and

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regulation has been implemented and there are significantly higher levels of main line
availability, service quality and labor productivity.

David M. Szymanski and David H. Henard (2001) in their study entitled, “The New
Marketing Developing Long-term Interactive Relationships” have said that the growing number
of academic studies on customer satisfaction and the mixed findings they report complicate the
efforts among managers and academics to identify the antecedents to, and outcomes of
businesses having more against less-satisfied customers. These mixed findings and the growing
emphasis by managers on having satisfied customers point to the value of empirically
synthesizing the evidence on customer satisfaction to assess current knowledge. To achieve this
aim, the authors conducted a meta-analysis of the reported findings on customer satisfaction.
They have documented that equity and disconfirmation are most strongly related to customer
satisfaction on average.

Jonathan, Lee, Janghyuk, Lee, Lawrence and Feick (2001) in their article titled,
"The Impact of Switching Costs on the Customer Satisfaction-loyalty Link: Mobile Phone
Service in France” have analyzed that moderating role of switching costs in the customer
satisfaction-loyalty link and to identify customer segments and to retain them. Thus the purposes
of this paper are to examine the moderating role of switching costs in the customer satisfaction-
loyalty link and to identify customer segments and then analyze the heterogeneity in the
satisfaction-loyalty link among the different segments. An empirical example based on the
mobile phone service market in France indicates support for the moderating role of switching
costs. Managerial implications of the results are discussed.

Robert C. Ford, Cherill P. Heaton and Stephen W. Brown (2001) in their article titled,
“Delivering Excellent Service Lessons from the Best Firms” have stated that many companies
see investments in complaint handling as means of increasing customer commitment and
building customer loyalty. However, firms are not well informed, on how to deal successfully
with service failures or the impact of complaint handling strategies. They have supported a quasi
“brand equity” perspective-whereas satisfaction with complaint handling has a direct impact on
trust and commitment, to a limited extent, on the effects of poor complaint handling.
Implications for managers and scholars have also been discussed.

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 Wilska(2001) in his paper titled, “New Technology and Young Peoples Consumer Identities:
A Comparative Study between Finland and Brazil” has found that among young people aged 16-
20, it was found that mobile phones choice and especially usage is consistent with respondents
general consumption styles. The research has indicated that addictive use is common among
females and is related to trendy and impulsive consumption styles. Instead, males have been
found to have more technology enthusiasm and trend-consciousness. These attributes have been
then linked to impulsive consumption. The study concludes that genders are becoming more
alike in telecom service choice because individual differences in consumption patterns are
obviously identifiable.

Balasubramanian, Paterson and S.L.Jarvenpaa (2002) in their article entitled, “Exploring

the Implications of M-convenience for Markets and Marketing” have identified that the unique
intrinsic attributes mentioned by the end users are unhindered time and space attributes of the
mobile phone. The extrinsic attributes are divided as direct and indirect network. Direct network
is the effect of the size, speed and capacity of the network, whereas, indirect network is the effect
originating from the information, transaction, or machine interactive services.

Bhave and Ashish(2002) in their article entitled, “Customer Satisfaction Measurement” have
found that the opinion that customer’s perception towards service and quality of a product
determines the success of that product or service in the market. With better understanding of
customers‟ perceptions, a firm can determine the suitable actions to meet the needs of customers.
Firms can identify their own strengths and weaknesses in comparison with their competitors.
Major attributes that influence customer satisfaction are product quality, packaging, delivery
commitments, price, responsiveness and ability to resolve complaints and overall
communication, accessibility and attitude failing short creates dissatisfaction. Customer loyalty
is an important strategic objective for all organizations.

K.E. Lommeruda and L. Sorgard (2003) in their study on “Entry in Telecommunication:

Customer Loyalty, Price Sensitivity and Access Prices” have stated that telecommunication
services are like undifferentiated products. Therefore, customers are not price sensitive all the
times and sometimes brand loyalty takes a dominant part in brand preferences. This is because
some consumers are retained with old monopolists. They have pointed out that substantive role

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of price fairness and quality service with customer satisfaction existing in the communication
sector.

Michael Draganska and Dipal Jain (2003) in their article titled, “Consumer Preferences
and Product Line Pricing Strategies: An Empirical Analysis” have analyzed that India is having
752.19 Million mobile subscribers and Informant Mobile Intelligence reports claim that in
Average Minutes Per User (AMPU) in India is 25 to 30 minutes per day of active time on voice
calls and almost 15 to 20 minutes per day of the active time.on messaging. Bharati the major
mobile service provider in India claimed as on November 2010 that Indian Monthly Average
RevenuePer User (ARPU) is 202 rupees which is reduced at 20 per cent on a year base and it is
expected to decrease further. As there is an increase in mobile subscribers and increase in
AMPU at the same time, there is a decrease in ARPU Mobile service providers who are planning
to attract Mobile subscriber to their service with less affordable price.

J. Pakola, M. Pietila and R.Svento (2003) in their article titled, “An Investigation of
Customer Behaviour in Mobile Phone Markets in Finland” have indicated that price and
properties are the major influential factors affecting the purchase of a new mobile phone,
whereas audibility, price and friends are regarded as the most important in choice of the mobile
phone operators. Customers have certain amount of self-knowledge about telephone features,
connection fee, access cost, mobile-to-mobile phone rates, call rates and free calls which are
related to mobile phone purchasing respondents. He has stated that customers with prior
experience about a product can be able predict their choices relatively well but tend to
overestimate the importance of a monthly access fee, mobile-to-mobile rates and connection
fees.

Stephen Y. Walters (2003) in his study on “The New Telephony-Technology, Convergence,

and Industry Collision” has viewed that the telecommunication industry is being rocked by
change fueled by the advent of the tremendous success of the internet and its technologies. For
quite some time there has been competition in the telephony business. Long-distance rates have
seen continuous decreases for two decades as new carriers seek to capture greater and greater
market share. Local carriers have seen competition for interconnecting the networks of large
corporate customers and for providing them access to long-distance services. So, competition

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and change are not new issues in telecommunications. But the internet has forced an entirely
new set of changes on the phone business. There are new carriers, new business scenarios, new
technologies, and new ways of thinking about end users and the services they seek.

S.Krishnan (2004) in his survey titled, “Net Profit Surges 123 per cent in Q3” has stated that
Bharti had 31.9 million mobile users at the end of 2006 compared to 16 million at the end of
2005. Its broadband and telephone subscriber„s base grew from 1.2 million to 1.7 million over
the one year period. The revenues and net profit for the nine months was 13,126 crores and
2,904 crores, a growth of 59 per cent and 84 per cent respectively compared to the year 2004.

K. Maran, C. Madhavi and K.Thilagavathi (2004) in their article titled, “Customer's

Perception on Telephone: A Study with Special Reference to Chennai City” have indicated that
the consumer perceptions about fixed telephone lines in Chennai. The objectives of the study is
(1) to find the most influencing factor in selection of service provider, and (2) to measure
customer perception and satisfaction as regards the service provided. The study on a sample of
550 telephone users indicate that some problems exist that deserve the attention of the company.
The company needs to bridge the gap between the services promised and services offered. And
to conclude, “Delivering service without measuring the impact on the customer is like driving a
car without a windshield”.

Avnish Bansall1(2005) in his study on “Cell Phones Taking Control of Our Lives” has
reported that India is the fastest growing mobile communication market in the world. It is one of
the early adopters of Global System for Mobile Communication (GSM) technology and during
2005 there were over 30 million GSM subscribers in the country, an increase of 100 per cent
over the year 2004. In addition, there were over 10 million Code-Division Multiple Access
(CDMA) subscribers. In order to keep pace with the world, India should widely adopt third
generation (3G) technology.

CHAPTER-III

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ANALYSIS AND INTERPRETAION

Table No -1

Table showing the age of respondents

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 S.No Age No of Respondents Percentage

1. 18-25 7 32

2. 25-30 6 30

3. 30-35 5 24

4. Above40 2 14

20 100
TOTAL

INTERPRETATION

The above table shows that 32% of respondents belong to the age group of 18-25. 30 %
of the respondents belong to the age group of 25 – 30 years. 24% and 14% of the respondents
belong to the age of 30-35 years and above 40 years respectively. From the survey it is clear that
majority of the respondents belong to the age group of 18-25 years.

Graph No-1

Exhibit showing age of respondents

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 TABLE No-2

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 Table showing the gender of respondents

No. 0f.
S. No Gender Percentage
Respondents

Male
1. 14 70

Female
2. 6 30

Total
20 100

INTERPRETATION

The table shows that 70% of the respondents belong to the gender group of male. Remaining

30% of the respondents are female. Mostly male respondents are liking Samsung mobiles.

Graph No-2

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 Graph showing the gender of respondents

Table No -3

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 Table showing occupation of respondents

S.No Occupation No. 0f Respondents Percentage

Employed
1. 1 5

Employee
2. 2 10

Students
3. 15 75

4. Professional 2 10

Total 20 100

INTERPRETATION

From the above table it is understood that 75% of the respondents are students. 10%
of the respondents are employees, another 10% of the respondents are professional. The
remaining 5% of the respondents are employed. From the survey it was found that majority of
the respondents are students.

Graph No-3

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 Graph showing the occupation of the respondents

Table No -4

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 Table showing the respondents monthly income

S.No Monthly income No. of Respondents percentage

1. Below 10,000 2 10

2. 10,000-20,000 13 65

3. 20,000-30000 2 10

4. 40,000&above 3 15

Total 20 100

INTERPRETATION

The above table shows that 65% of the respondents belong to the income group of
Rs.10,000-Rs.20,000. 10% of the respondents income group is below Rs. 10,000 and another
10% of the respondents income is Rs. 20,000-Rs.30,000. 15% of the respondents income group
is above Rs.40,000. From the survey it is clear that the middle-high class group of people whose
income is Rs.10,000-Rs.20,000 are much going for the purchase of Samsung mobiles.

Graph No-4

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 Graph showing the monthly income of the respondents

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 Table No-5

Table showing the source of information

S.No Source No. of Respondents Percentage

1. Television 7 35

News paper
2. 3 15

3. Magazine 4 20

4. Inter net 6 30

Total 20 100%

INTERPRETATION

According to the survey the respondents are mainly aware of Samsung mobiles through
advertisements from television and internet which stands at 35% & 30%. The next is magazine
followed with 20% which influences the awareness to buy the SAMSUNG products and 15% of
the respondents are aware through newspapers. Majority of the respondents are mainly aware of
Samsung mobiles through advertisements from television and internet.

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 Graph No-5

Graph showing the source of information

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 Table No-6

Table showing total number of brands considered before buying SAMSUNG mobiles

S.No No. of Brands No. of Respondents Percentage

1. One 1 5

2. Two 5 25

3. Three 10 50

4. Four& above 4 20

Total 20 100

INTERPRETATION

The above table shows the total number of brands considered before buying SAMSUNG
mobiles. 50% of the customers have considered three brands before taking the final decision to
buy the Samsung mobiles. 25% of the customers have considered two brands. 20% of customers
have considered four and above brands before buying Samsung mobiles. This shows that the
Samsung is competing with at least 3 brands of products in the market and stands in its own
position in sales.

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 Graph No-6

Graph showing total number of brands considered before buying SAMSUNG mobiles

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 Table No-7

Table showing the time taken for final decision to buy Samsung products by the

Respondents

S.No Time Taken No. of Respondents Percentage

1. Within a Week 8 40

2. Within a month 2 10

3. Within 3 months 7 35

4. Above 3 months 3 15

Total 20 100

INTERPRETATION

From the above table it is clear that 40% of the respondents take time for final decision to
buy the Samsung mobiles. Respectively 35% of the customers take 3 months to buy the
Samsung. And 15% & 10% of the respondents takes a month’s time and above 3 months time for
final decision to buy the Samsung mobiles.

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 Graph No-7

Graph showing the time taken for final decision to buy Samsung products by the

Respondents

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 Table No-8

Table showing the number of hours taken for using the Samsung mobiles

S.N o Hours No. of Respondents Percentage

1. 2-3Hrs 8 40

2. 3-6Hrs 6 30

3. 6-8Hrs 2 10

4. 8-10Hrs 4 20

Total 20 100

INTERPRETATION

This table shows that 40% of the respondents are using for 2-3hrs. 30% of the respondents
are using 3-6hrs in a day respectively. 20% of the respondents are using mobiles for 6-8hrs and
10% of the respondents are using 8-10hrs in a day.

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 Graph No-8

Graph showing the number of hours taken for using the Samsung mobiles

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 Table No-9

Table showing number of users of SAMSUNG MOBILE in a family

S.No Users No. of. Respondent Percentage

1. One 7 35

2. Two 3 15

3. Three 8 40

4. Four & above 2 10

Total 50 100

INTERPRETATION

The above shows that 40% of the respondents have stated that there are three number of users of
SAMSUNG MOBILE in a family, 35% and 15% of the respondents have stated that there are
one and two number of users of SAMSUNG MOBILE in a family respectively. And the
remaining 10% have stated that there are four and above number of users of SAMSUNG
MOBILE in a family. Majority i.e., 40% of the respondents have stated that there are three
number of users of SAMSUNG MOBILE in a family.

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 Graph No-9

Graph showing number of users of SAMSUNG MOBILE in a family

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 Table N0-10

Table showing the opinion about features of the Samsung mobiles

Rate for the

S.No features No .of. Respondent Percentage

1. Fair 6 30

2. Good 9 45

3. Excellent 2 10

4. Not satisfy 3 15

Total 20 100

INTERPRETATION

The survey tells about the opinion of Samsung features. 45% of the respondents opined good,
30% of the respondents opined fair, 15% of the respondents opined that they are not satisfied
and 10% of the respondents opined excellent bout the features of Samsung mobiles. Majority of
the respondents opined good.

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 Graph No-10

Graph showing the opinion about features of the Samsung mobiles

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 Table No-11

Table showing the opinion about the price of SAMSUNG MOBILES

S.No Price No .of. Respondents Percentage

1. Cheap 5 25

2. Reasonable 10 50

3. Costly 5 25

Total 20 100

INTERPRETATION

From the above table it is clear that 50% of the customers believe that the Samsung mobiles are
reasonable. It is rated as good by the 25% of the respondents and another 25% of the respondents opined
costly. Majority of the customers believe that the Samsung mobiles are reasonable.

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 Graph No-11

Graph showing the opinion about the price of SAMSUNG MOBILES

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 Table No-12

Table showing the reasons for choosing Samsung mobiles

S.No Specification No. of. Respondents Percentage

Advanced
1. 6 30
features

Quality
2. 4 20

3. Battery 6 30

4. Revalue 4 20

Total 20 100

INTERPRETAION

The above shows the opinion for choosing the Samsung mobiles. 30% of the respondents
felt advanced features and battery capacity as the reasons for choosing Samsung mobiles. And
20% of the respondents said quality and revalue price as the reasons for choosing Samsung
mobiles. Majority of the respondents felt advanced features and battery capacity as the reasons
for choosing Samsung mobiles.

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 Graph No-12

Graph showing the reasons for choosing Samsung mobiles

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 Table No-13

Table showing type of the phone

Type of the
S.N0 mobile No .of. Respondents Percentage

1. Android 10 50

2. Ordinary phone 6 30

3. Luxury 4 20

Total 20 100

INTERPRETATION

The above table clearly shows that the 50% of the respondents used android phone, 30% of the
respondents use ordinary phones and the remaining 20% of the users like luxury mobiles. Majority of the
respondents opined that they use android phones.

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 Graph No-13

Graph showing type of the phone

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 Table No-14

Table shows the screen size of the respondents Samsung mobile

S.No Screen size No of. Respondents Percentage

1. Small 5 25

2. Medium 8 40

3. Large 7 35

Total 20 100

INTERPRETATION

The above table shows the opinion about the screen size of the Samsung mobile. 40% of the
respondents use medium screen size mobile phone. 35% of the respondents use large size screen and 25%
of the respondents use small size screen. Majority of the respondents use medium screen size mobile
phone.

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 Graph No-14

Graph showing screen of size of your Samsung mobile

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 Table No-15

Table showing customers expected features

S.No Expected features No of. Respondents Percentage

1. HD camera 4 20

2. Wi-Fi 3 15

3. Apps 7 35

4. Internet 6 30

Total 20 100

INTERPRETATION

The above table shows the expected features of the respondents. 35% of respondents like apps. 30%
of respondents like internet, 15% of the respondents like wi-fi and 20% of the respondents like HD
camera. Majority of the respondents like apps.

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 Graph No-15

Graph showing customers expected features

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 Table No-16

Table showing respondent favorite features

S.No Favorite features No of. Respondent Percentage

1.
HD camera 5 25

2.
Wi-Fi 2 10

3.
Internet 5 25

4.
What’s app 8 40

Total 20 100

INTERPRETATION

The above table shows the favorite features that are expected by the respondents. 40% of the
respondents expected what’s app, 25% of the respondents expected a HD camera and internet options
respectively and another 10% of the respondents expected wi-Fi options. Majority of the respondents
expected what’s app.

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 Graph No-16

Graph showing respondents favorite features

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 Table No-17

Table showing opinion about mobile phone design

S.No Opinion about design No of. Respondent Percentage

1. Yes 13 65

2. No 7 35

Total 20 100

INTERPRETATION

The above table shows the respondents opinion about the mobile phone design. 65% of the
respondents opined that they like the mobile design and 35% of the respondents opined that they
did not like the mobile phone design. Majority of the respondents opined that they like the mobile
design.

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 Graph No-17

Graph showing opinion about mobile phone design

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 Table No-18

Table showing opinion about the change of the mobile phone

Opinion about the

change of the mobile
S.No phone No of. Respondents Percentage

1. 6 months 2 10

2. 7-12 months 6 30

3. More than one year 8 40

4. Never change 4 20

Total 20 100

INTERPRETATION

The above table shows the opinion about the change of the mobile phones by the
respondents. 40% of mobile users change mobile phones after a year. 30% of users change the
mobiles after 7-12 months, 10% of users change the mobiles after 6 months and 20% of the users
never change the mobile phones. Majority of mobile users change mobile phones after a year.

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 Graph No-18

Graph showing opinion about the change of the mobile phone

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 Table No-19

Table showing the opinion about the necessity of the mobile phone

S.No Necessity No of. Respondent Percentage

1. Yes 12 60

2. No 8 40

Total 20 100

INTERPRETATION

The above table shows the opinion about the necessity of the mobile phones. 60% of the respondents
opined that it is necessary and another 40% of the respondents opined that the mobile phones are not
necessary. Majority of the respondents opined that it is necessary.

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 Graph No-19

Graph showing the opinion about the necessity of the mobile phone

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 Table No-20

Table showing the satisfaction of respondents regarding service of Samsung mobiles

S.No Opinion No of. Respondents Percentage

1. Excellent 6 30

2. Good 9 45

3. Fair 3 15

4. Poor 2 10

Total 20 100

INTERPRETATION

The above table shows the satisfaction of respondents regarding service of Samsung mobiles. 45% of
the respondents were highly satisfied with the service done by the company. This shows that the wide
range of customers have accepted the service renders capability. And 30% & 15% of the respondents
consider excellent and fair respectively. Majority of the respondents were highly satisfied with the service
done by the company.

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 Graph No-20

Graph showing the satisfaction of respondents regarding service of Samsung mobiles

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CHAPTER-IV

FINDINGS AND SUGGESTIONS

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FINDINGS

 32% of the respondents are aged between18-25 years.

 70% of the respondents are male.
 75% of the customers are students and 10% of them are employee and professional.
 65% of the customer’s monthly income is between Rs.10000- to Rs.20000.
 35% of the customers are aware of Samsung mobiles through television.
 Most of the times three brands are considered before buying Samsung mobiles.
 40% of the respondents make a final decision to purchase mobiles within a week’s time.
 40% of the respondents are using mobiles 2-3Hrs per day and stated that within a family

three persons are using Samsung mobile.

 45% of the respondents opined that the technology is good.
 50% of the respondents opined that the prices are reasonable.
 50% of the respondents are using android mobile.
 40% of the respondents like the medium size screen.
 Majority of the respondents like the internet and apps, camera.
 40% of the respondents favorite feature is what’s app.
 65% of the respondents opined that mobile phone design is important.
 Majority of the respondents opined that they change their mobile phones after one year.
 60% of the respondents agree that mobile phone is an necessary item.
 From the survey I found out that most of the respondents believe that the services done

by the companies are good.

SUGGESTIONS

 Schemes: Attractive schemes should be provided for the customers and also the Samsung
should start giving more facility to its customers without much complication.
 Compliments: Samsung can provide its customers with compliment gifts like “power
bank” or a “mobile data” notifying where the customers are delighted.
 Customer research study: The Samsung can do a customer research study. Yearly or
half yearly to get more information about the customer’s likes, dislikes and can change
the attitudes and polices to provide satisfaction to the customers.
 Advertisement: Samsung customer are unaware of its schemes. Other schemes, simply
because the lacks publicity, so it requires more advertisement.
 Training schemes for employees: The SAMSUNG should implement a well designed
training scheme for employees with regard to the proper. Method like TQM(Total Quality

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 Management), PD (Product development), stimulation which helps in dealing with
customers that inturn will help both the customers and also the SAMSUNG to improve its
business.
 The foremost suggestion, which I have to give, is reduction in minimum balance and
initial deposit. They must reduce to some minimum amount.
 Reception area: to avoid waiting time of customers the SAMSUNG can provide enough
number of chairs with TV and light music facility, which in turn help in reducing the
burden of waiting time.
 SAMSUNG should provide the convenient parking facility to the customer.
 Response from the employees: all employees should give proper response to the
employees when customers have any doubts.
 Majority of the customer of SAMSUNG feel that service is good but not excellent.

CHAPTER-V

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CONCLUSION

CONCLUSION

To sum up the art of consumer behavior plays a very significant role contributing to the

organization’s goals, image, survival and growth. When consumer satisfaction is improved it

spreads satisfaction to the employees, supervisors, manager.

It even helps society and the nation through better utilization of the resources of the Samsung.

The Samsung mobile adopted so many new techniques to attract the customers. But there is no

effective implementation. If done effectively the Samsung have not only satisfied the customers

but it can also delight them.

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Customer satisfaction is very important for the growth any product. Many experts have played

very important role in consumer satisfaction technique. Every organization has to select the right

techniques suitable for the organization so as to give full satisfaction to the customers.

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