MARKETING SURVEY PROJECT REPORT

Submitted in partial fulfillment of Bachelors of

Business Administration Session-2019-2020

TO STUDY THE CONSUMER PERCEPTION TOWARDS PARLE-G

COLLEGE OF MANAGEMENT STUDIES

Affiliated to CSJMU
Ragendra Swaroop Knowledge City
Kanpur-Lucknow National Highway, Unnao

Submitted by- Submitted to-

ANKITA DAS Ms. SHUBHANGI SARAWAGI

ROLL NO. 0305171

 DECLARATION

I hereby declare that this submission is my own work. It contains no material previously
published or written by another person nor has this material to a substantial extent been accepted
for the award of any other degree and diploma of the university or other institute of higher
learning.

ANKITA DAS

ROLL NO-0305171
 ACKNOWLEDGMENT

Research Project Report is the one of the important part of BBA program, which has helped me
to gain a lot of experience, which will be beneficial in my succeeding career.

For this with an ineffable sense of gratitude take this opportunity to express my deep
sense of indebtedness and gratitude to___________________, Director CMS and Ms.
______________Head of Business Administration Department, for their encouragement, support
and guidance in carrying out the project.

I am very much thankful to, my Project Guide [Ms. SHUBHANGI SARAWAGI], for
their interest, constructive criticism, persistent encouragement and untiring guidance throughout
the development of the project. It has been my great provide get work under his/her inspiring
guidance.

I am also thankful to my parents and my friends for their indelible cooperation for
achieving the goal of this study.
 EXECUTIVE SUMMARY

The Marketing Department is one of the most important departments of an organization. The
success or failure of an organization is largely dependent on roles of top level of an organization.
As a student of Bachelor of Business Administration it is a part of study to undergo Market
Survey Project in good institute or organization. So for this purpose I got the opportunity to
prepare a market survey report on CONSUMER PERCEPTION TOWARDS PARLE-G. This is
an attempt to know how the theories can be applied to practical solution.

In first and second part of the project report, introduction of the company is given.

Information is gathered through the primary and secondary sources as well.

In the third part of my report contains the specialized subject study of the research problem
i.e.__________________________________. In this research the qualitative and quantitative
both research methods are used to solve the problem of research. Exploratory research design is
used in this research. Convenience sampling is been used. Primary data is collected through
questionnaire by taking sample of 80 respondents within an organization.

.
 TABLE OF CONTENTS

1. Introduction……………………………………………...... 01

2. Need of the study……………………………….………… 02

3. Objectives of the study……………………………………. 03

4. Scope of the study…………………………………………. 04

5. Literature review………………………………………....... 05-10

6. What is market?……………………………………………. 11

7. Needs, wants and demands………………………………… 12

8. Core marketing concepts………………………………........ 13-18

9. History………………………………………………............ 19-23

10. Parle-G………………………………………......... 24-28

11. Samsung organizational structure…………………………... 29-31

12. Marketing mix…………………………………………........ 32-37

13. Research methodology……………………………………... 38-43

14. Methodology adopted for the study……………………....... 44

15. Sampling…………………………………………………… 45-47

16. Research sample……………………………………………. 48

17. Data analysis and interpretation…………………………..... 49-58

18. Findings of the report…………..…………………………… 59

19. Suggestions and recommendations………………………..... 60

20. Conclusion…………………………………………………. 61

21. Annexure
22. Questionnaire
23. Bibliography
 INTRODUCTION
A cream colored yellow stripped wrapper with a cute baby photo containing10 – 12 biscuits
with the company’s name printed in Red and you know these are ‘Parle G’ biscuits. Times
changed, variety of biscuits did come and go but nothing has changed with these biscuits. Parle-
G is one of the oldest brand names as well as the largest selling brand of biscuits in India. Parle-
G or Parle Glucose is a brand of Biscuits manufactured by Parle products in India.

Parle name conjures up fond memories across the length and breadth of the country. After all,
since 1929, the people of India have been growing up on Parle biscuits & sweets. For around 75
years, Parle have been manufacturing quality biscuits and confectionery products.

Over the years Parle has grown to become a multi million-dollar company with many of the
products as market leaders in their category. Parle Products began manufacturing biscuits, in
addition to sweets and toffees. Having already established a reputation for quality, the Parle
brand name grew in strength with this diversification. Parle Glucose and Parle Monaco were the
first brands of biscuits to be introduced, which later went onto become leading brand names itself
for great taste and quality. Today, Parle enjoys a 40% share of the total biscuit market and a 15%
share of the total confectionary market, in India.

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 NEED OF THE STUDY

The purpose of the research is to study about the consumer behavior towards Samsung smart
phones. The main research is how the consumer behaves while using Samsung smart phones.
New features, brand, network technology –GSM, 4G were identified as important factors which
lead to certain buying behavior in Samsung smart phones. The changes around people where
social circle influence and lead to buy smart phones.
Smartphone facilitate the potential adoption of new mobile applications. The purpose of this
research is to study users of smart mobile phones and find out what really drives the intention to
use these smart phones across users .Samsung smart phone customer behavior depends upon
new features, brand, durability, safety, social, personal psychological behavior also affects the
consumer behavior in smart phones. Mobile phone is a smart communication media. It is not a
one-way communication device. Cellular communication basically gives the power of an
advanced telephone system card. Cellular communication works like the radio set which is
normally used. Samsung Telecommunications is one of five business units within Samsung
Electronics, belonging to the Samsung Group, and consists of the Mobile Communications . This
study has been limited to the Kanpur city. The study is confined only to Samsung smart mobile
phones and the outcome should not be generalized to other mobile phones. In the modern era
people are leaning towards the mobile phones that help them to save time and do extra hard
work. This study helps the society and the consumers to gain knowledge about the mobile phone
and move towards to it. This also helps the mobile phone market to know about the consumer
attitude and fulfill their needs for improving their marketing activities. To study the awareness
level of consumers about the Samsung smart mobile phone and to study consumer preference
towards Samsung smart mobile phones and to study the level of satisfaction towards of consumer
towards the Samsung smart mobile phone.

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 OBJECTIVES OF THE STUDY

• To determine STP strategies of Parle-G.

• To measure the satisfaction level of consumer towards Parle-G biscuits.

• To study the impact of price on purchase of Parle-G.

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 SCOPE OF THE STUDY

The primary aim of study is to examine the comparative buying behavior of consumers Kanpur
towards the purchase of mobile phone. Similarities and dissimilarities between buying behavior
of Kanpur area towards the purchase of mobile phone have assessed in the research study.
Suggestions have made to the mobile manufacturing companies about innovative marketing
strategies as per the change in tastes and preferences of consumers and their implementation in
urban area. On the basis of review of different studies by the experts various studies has taken on
buying behavior of consumers in mobiles and comparative analysis have performed on the
factors (Price, Quality, Style, Look and Brand) for the purchase of mobile phones. The research
is beneficial in finding the various sources of information used by the consumers. Various factors
have been identified and the extent to which these factors affects the decision making of
consumers has analyzed in this research. This study is beneficial in formulating the marketing
strategies to grab market share by perceiving the consumer’s attitudes towards mobile phones.
The findings of the present research can be used by managers for periodic monitoring of service
quality as perceived by customers. The study area is confined to Kanpur.

LITERATURE REVIEW
Consumer Behavior: An Emerging Field of Study

Consumer behavior is a branch which deals with various stages a consumer goes through before
purchasing products for his end uses. Consumer behavior has become an integral part of strategic
market planning. Consumer behavior should be the main focus of every stage of the firm’s
marketing activities. (Blackwell et al, 2007). Consumer plays a very crucial role as they are the
ones who finally buy goods and services of the firm and the firm always makes influential efforts
to attract them towards its goods and services to earn revenue and enhance profitability. It has
different point of views:

• Product Mix - Products of an extreme range of attributes

• Price Mix - Wide range of cost and payment choices

• Place Mix – Place of order (door step or anywhere else)

• Promotion Mix – Various sources of advertising and promotion

Consumer Behavior from Marketers Point of View

Today’s customer is more educated, informed, knowledgeable and highly demanding. The
marketer’s main aim is to convince them to buy their products. The global marketplace is a study
of diversity among consumers, producers, marketers, retailers, advertising media, cultures and
customs and of course the individual or psychological behavior. The study of consumer behavior
is also very important to the marketers 8 because it enables them to understand and predict
buying behavior of consumers in the marketplace. Consumer research is the methodology used to
study consumer behavior; it takes place at every phase of the buying process. It starts before the
purchase of a product continues during the purchase and even after the purchase. Researchers
viewed two different buyers buying the same product for different reasons, paid different prices,
used in different ways and have different emotional attachments towards the things. The market
strategies are framed and reframed again and again to achieve organizational objectives by
knowing and influencing their consumers. Therefore, the knowledge and information about
consumers is critical for making successful marketing strategies. The relationship between
consumer buying behavior and marketing strategy must be consistent to attain organizational
objectives. Consumer behavior is interdisciplinary approach based on concepts and theories
about people that have developed by behavioral scientists, philosophers and researchers in
diverse disciplines of psychology, sociology, social psychology, cultural anthropology and
economics. The study of consumer 5 behavior also helps management to understand consumer
needs to recognize the potential of consumer.

FACTORS AFFECTING CONSUMER BEHAVIOUR

1. Social Factors:
The civilization of human being grew up as they started to live in a society. Being a
social animal , they interact with each other for better solutions. A consumer ‘s behaviour
is therefore influenced by the social factors. Such as groups , family and roles and status.

2. Group:
Human by the nature are social in nature so they all belongs to different groups in order
to satisfy the social needs. They observe each other and take cues how to behave to fit
in and please each other in the group . These norms include rules , regulations , habits and
mores. To ensure confirmation of group norms , sanctions are used in formal or informal
ways . reward such as social acceptance and punishment such as ostracism are used by
the most of the people that encourage a person to confirm the prescribed norms of
behavior .For example : threats of this nature are usually used in the advertisement of
mobiles phones with the implication that a person not using those products in a danger
being ostracized, ridiculed or held in contempt There are three types of different groups
influence - informational influence, Utilitarian influence and value – expressive influence . If
the individual feels the purchase of a particular brand increases his/her image and respect
other.

3. Family:
“Family as a consuming and decision making unit is a central phenomenon in marketing
and consumer behavior” As an individual always make the closest contact with family,
family members can strongly influence buyer behavior for family. Consumers family is
the most important social institution that strong influences the buyer behavior , values ,
attitudes and self – concept. Family is always responsible towards the children for
socialization. Process in passing down the cultural norms and values. The family members
play different roles during decision making. The first person who has an idea for buying
a particular product is initiator . Influencer is the person who gives ideas and suggestion
and influences the decision of the buyer . Decider is the person who ultimately decides
of what , where , how and when to buy the product. Buyer makers an actual purchase and
6
user finally uses or consumer the product or service.

4. Roles and Status:

Every individual in the society does have different roles and status depending upon the
position and relation that he or she holds in different groups , and organizations or club .

For example : a man employed in as a manager of a company could have several roles
in several groups with his family. He plays the role of son , husband or father; in his
company, he plays the role of manager. Therefore , he holds an exclusive role in different
groups where he is supposed to perform certain activities depending upon the people
around him . Each role affects his buying behavior during the decision making process.
The role that he carries in various groups reflects the general esteem given to itby the
society i.e. status. Status is another factor that he should take care before buying
something. As a manager he has more status in the society than the role of a husband
or a father. Therefore, he should chooses the product that shows his status in society.

5. Personal Factors:
The personal characters of the buyer such as age and life cycles stage, occupation,
lifestyle , economic circumstances , personality and self – concept also affects the buyer’s
decision .

6. Age and Life Cycle Stage:

With the change in the age and life cycle stage , people change buying patterns on goods
and services they buy over their lifetimes. Tastes in foods, clothes,furniture and recreation
are generally age related that changes over the time. Buying is also shaped by the family
life cycle stage .

Even the consumption pattern of the people of the same age and gender differs due to
differences in their family life cycle stage .

According to Lamb Et Al “ the family life cycle is a series of stages determined by a

combination of age, marital status , and the presence or absence of the children “

Generally , marketing define family life cycle as young singles , young married with
children , middle age married with or without children and older age which largely
influenced the buyer behavior . below is a figure that shows how the needs , income ,
expenses and buying behavior changes in different life cycle stages.
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 CONSUMER BUYER PROCESS

The buyer process represents a number of stages that the purchaser will go through
before actually making the final purchase decision. The consumer buyer decision process
and the business buyer decision process are similar to each other. Obviously core to this
process is the fact that the purchase is the fact that the purchase is generally of value in
monetary terms and that the consumer will take time to actually assess alternatives. For
FMCG, the purchase decision process is short – circuited .
Let’s look an example based upon buying a new smart cell phone .
The first stage is likely to be that we have a need for communication or access to the
internet or problem because you cannot interact with friends. Using social media, the
value added by products such as android, I phone or windows phone and others should
satisfy our need or solve our problem. So the second stage is where we speak to our
friends and surf the internet looking at alternatives , which represents stage two or your
information research.
Remember the organization and businesses also go through this process and that teams of
individuals contribute to the decision making process. This is called a decision making
unit.
According to Philip Kotler, the typical buying process involves five stages the consumer passes
through described as under:

1. Problem Identification:

This step is also known as recognizing of unmet need. The need is a source or force of buying
behaviour. Buying problem arises only when there is unmet need or problem is recognized. Need
or problem impels an individual to act or to buy the product.

Buyer senses a difference between his actual state (physical and mental) and a desired state. The
need can be triggered by internal or external stimuli. Internal stimuli include basic or normal
needs – hunger, thirst, sex, or comfort; while external stimuli include external forces, for
instance, when an individual watch a new brand car, he desires to buy it.

Marketer must identify the circumstances that trigger a particular need. He can collect
information from a number of consumers regarding how stimuli spark an interest in products.
8
Based on information, he can develop marketing strategies to trigger consumer interest.
2. Information Search:
Interested consumer will try to seek information. Now, he will read newspapers and magazines,
watch television, visit showroom or dealer, contact salesman, discuss with friends and relatives,
and try all the possible sources of information.

3. Evaluation of Alternatives:

In the former stage, the consumer has collected information about certain brands. Now, he
undergoes evaluation of brands. He cannot buy all of them. Normally, he selects the best one, the
brand that offers maximum satisfaction. Here, he evaluates competitive brands to judge which
one is the best, the most attractive. Evaluation calls for evaluating various alternatives with
certain choice criteria.

4. Purchase Decision:

This is the stage when the consumer prefers one, the most promising band, out of several brands.
The former stage helps consumers evaluate various brands in the choice set. The brand that
offers maximum benefits or satisfaction is preferred.

Simply, the most attractive brand, that can offer more benefits in relation to price paid, is
selected by comparing one brand with others. Comparison shows superiority/inferiority of the
brands.

Now, consumer makes up his mind to purchase the most preferred brand. However, three factors
further affect whether buying intension result into actual purchase. More clearly, the consumer’
decision to avoid, modify, or postpone a purchase decision is influenced by these factors.

The first factor is attitudes of others. The impact of other persons’ attitudes depends on degree of
their negative attitudes toward the consumer’s preferred brand, and consumer’s degree of
compliance with other persons’ wishes.

The second factor is unanticipated situational factors. Purchase intension may change due to
certain unanticipated situational factors like price hike, loss of job, family income, major medical
expenses, non-availability of the preferred brand, or such similar factors.

The third and the last factor is consumer’s perceived risk. Degree of risk depends on price,
attribute uncertainty, entry of a new
9 superior product, and his self-confidence.
5. Post-Purchase Decisions:
Consumer buys the product with certain expectations. Though he decides very systematically,
there is no guarantee of a complete satisfaction. There is always possibility of variation between
the expected level of satisfaction and the actual satisfaction. His subsequent behavior is
influenced by degree of satisfaction/dissatisfaction.

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 WHAT IS MARKET?

MARKETS Traditionally, a “market” was a physical place where buyers and sellers gathered to
sell and buy goods. Economists describe a market as a collection of buyers and sellers who
transact over a particular product or product class (such as housing market or the grain market).

The American Marketing Association offers the following formal definition. Marketing is the
activity, set of institutions, and processes for creating, communicating, delivering and
exchanging offerings that have value for customers, clients, partners and society at large.
Coping with these exchange processes calls for a considerable amount of work and skill.
Marketing management takes place when at least one party to a potential exchange thinks about
the means of achieving desired responses from other parties. Thus we see marketing
management as the art and science of choosing target markets and getting, keeping, and
growing customers through creating, delivering, and communicating superior customer value.

Managers sometimes think of marketing as “the art of selling products,” but many people are
surprised when they hear that selling is not the most important part of marketing! Selling is only
the tip of marketing iceberg. Peter Ducker, a leading management theorist, puts it this way:

“There will always, one come assume, be need for some selling. But the aim of marketing is
to make selling superfluous. The aim of marketing is to know and understand the customer so
well that the product or service fits him and sells itself. Ideally, marketing should result in a
customer who is ready to buy. All that should be needed then is to make the product or service
available.”

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 NEEDS, WANTS & DEMANDS
Needs are the basic human requirements such as for air, food, water, clothing, and shelter.
Humans also have strong needs for recreation, education and entertainment. These needs become
want when they are directed to a specific object that might satisfy the need. A person in India
needs food but may want chapattis, rice, curries, and yogurt. A person in Afghanistan needs food
but may want rice, lamb, and carrots. Wants are shaped by our society.

Demands are wants for specific products backed by an ability to pay. Many people want a
Mercedes; only a few are able to buy one. Companies must measure not only how many people
want their product, but also how many are willing and able to buy it.

These distinctions shed their light on the frequent criticism that “marketers create needs” or
“marketers get people to buy things they don’t want.” Marketers do not create needs. Needs
preexist marketers. Marketers, along with other societal factors, influents want. They might
promote the idea that a Mercedes would satisfy a person’s need for social status. They do not,
however, create the need for social status.

Some customers have needs of which they are not fully conscious or that they cannot articulate.
What does it mean when the customers asks for a “powerful” lawn mower or a “peaceful” hotel?
The marketer must probe further. We can distinguish five types of needs:

• Stated needs(The customer wants an inexpensive car.)

• Real needs (The customer wants a car whose operating cost, not initial price, is
low.)

• Unstated needs (The customer expects good services from the dealer.)

• Delight needs (The customer would like the dealer to include an onboard GPS
navigation system.)

• Secret needs (The customer wants friends to see him or her as a savvy
consumer.)
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Responding only to the stated need may shortchange the customer. Consumers did not know
much about cellular phones when they were introduced, and Nokia and Ericsson fought to shape
consumer perception of them. To gain an edge, companies must help customers learn what they
want.

CORE MARKETING CONCEPTS.

These concepts may be termed as the approaches or, sometimes, the evolution stages of
marketing development. When they are taken as the evolution stages, the order (sequence) from
the first concept to the last concept must be maintained. First three concepts are traditional; the
forth is modern concept; and the last is the latest concept. Today’s marketing practices are based
on combination of last three concepts. Figure 2 shows alternative concepts with key elements.

1. The Production Concept:

“The production concept holds that consumers will favor those products that are widely available
and low in cost. Managers of production-oriented organisations concentrate on achieving higher
production efficiency and wide distribution coverage.”

This is traditional approach to marketing management. It was applicable when there was no
competition and market was dominated by sellers. Here, it is assumed that consumers are
interested only in the products, which are cheap in price and are widely available.

Elements of the production concept include:

i. Low price

ii. Easy/wide availability of product

2. The Product Concept:

“The product concept holds that consumers will favour those products that offer the most quality,
performance, and innovative features.
13 Managers in product-oriented organisations focus their
energy on making superior products and improving them over time.”The product concept is an
improvement over the production concept. Under this concept, it is assumed that consumers will
favour the products, which offers higher quality, attractive features, and better performance. This
concept also works under monopoly situation.

Managers’ duty is to concentrate on achieving quality, features, and performance of products and
improving them continuously. It is improvement over the first one does mean that low price and
easy availability will indirectly involve in this concept.

Elements of the selling concept include:

i. Low price.

ii. Wide availability.

iii. Better qualities, innovative features, and performance.

3. The Selling Concept:

“The selling concept holds that consumers, if left alone, will ordinarily not buy enough of the
organization’s products. The organization must, therefore, undertake aggressive selling and
promotional efforts.”

It is an improvement over the second concept. Selling and promotional efforts are added in the
former one. This concept functions under competitive market. It is assumed that consumers will
not buy company’s products (even products are cheap, widely available, and of better quality,
features and performance) if they are not informed, convinced, or requested.

Consumers like to be requested, contacted, and informed. They like to feel importance. This
concept emphasizes on managers’ effective promotional and selling efforts. By using one or
more of promotional tools, such as advertising, sales promotion, personal selling, and publicity,
the manager can inform, request, or contact consumers to make them buy the product.

Elements of selling concept include:

i. Low price.

ii. Wide availability.

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iii. Quality, innovative features, and performance.

iv. Aggressive selling and promotional efforts.

4. The Marketing Concept:

“The marketing concept holds that the key to achieve organizational goals consists in
determining the needs and wants of target markets and delivering the desired satisfaction more
effectively and efficiently than competitors.”

Alternatively (little differently) in a revised addition, Philip Kotler has stated: “The marketing
concept holds that the key to achieving organizational goals consists of being more effective than
competitors in integrating marketing activities toward determining and satisfying the needs and
wants of target markets.”

This is the modern concept. It is the improvement over the third concept. This concept operates
under severe competition. It is a consumer centric concept. Here, it is assumed that consumers
will buy our product if they are satisfied.

All other elements up to the selling concept are also automatically included. It implies that low
price, high quality, attractive features, better performance, and rigorous promotional and selling
efforts fail to attract consumers if they are not satisfied. Consumers can be satisfied only if the
products suit their needs and wants.

Marketer should first identify needs and wants of the target market, and then should design the
product to satisfy these needs and wants. It clearly implies that company’s efforts, of whatever
nature and degree, are of no value if consumers are not satisfied. Manager’s efforts include all
the activities that can satisfy target market.

Elements of the marketing concept include:

i. Low price.

ii. Wide availability.

iii. Quality, features, and performance.

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iv. Selling and promotional efforts.

v. Target markets (instead of total market).

vi. Integrated marketing.

vii. Emphasis on consumer satisfaction .

Marketing concept is based on four elements (over and above the individual elements of the
former four concepts), such as:

 Consumer Orientation:
Consumer orientation means designing entire marketing programme (4’P’s) in such way that
maximum consumer satisfaction can be achieved. Marketing efforts are directed to satisfy
consumers. Every decision is taken to satisfy needs and wants of the target consumers. Due to
competition, the marker tries to satisfy customers more effectively and efficiently than the
competitors.

 Target Market Focus:

Target market means the well-defined specific groups of consumers whose needs and wants a
company wants to satisfy. No company, with whatever capacity and resources, can satisfy all the
needs of all the consumers. Therefore, it is necessary to define and select specific groups of
consumers, which can be said as target market. It is the aimed market for which product is
manufactured; price is set; promotional efforts are undertaken; and distribution network is
designed.

 Profitability:
Marketing concept emphasizes on adequate profits. Every company must earn the adequate
profits with reference to amount of investment and degree of risk. But, the essential condition is
that a company should earn profit along with consumer satisfaction. The matching offers satisfy
consumers’ needs and wants, and the desired level of profits satisfies the company.

 Integrated Marketing:
Customer satisfaction is the result of integrated efforts of all the employees of various
departments in the organisation. Consumer satisfaction requires the active involvement and full
commitment of all the departments 16 including production, personnel, finance, and marketing.
Unless their efforts are integrated, the desired products cannot be produced and distributed to the
target market. There must be high degree of cooperation and coordination among departments of
organisation.
5. The Holistic Marketing Concept

The holistic marketing concept is based on the development, design, and implementation of
marketing programs, processes, and activities that recognize their breadth and interdependencies.

Holistic marketing thus recognizes and reconciles the scope and complexities of marketing
Activities. Fig 1.3 provides a schematic overview of four broad components characterizing
holistic marketing. We’ll examine these major themes by given below.

 Relationship Marketing
Increasingly, a key goal of marketing is to develop deep, enduring relationships with people and
organizations that directly or indirectly affect the success of the firm’s marketing activities.
Relationship marketing aims to build mutually satisfying long-term relationships with key
constituents in order to earn and retain their businesses.

Four key constituents for relationship marketing are customers, employees, marketing partners
(channels, suppliers, distributors, dealers, agencies) and members of the financial community
(shareholders, investors, analysts). Marketers must create prosperity among all these constituents
and balance the returns to all key stakeholders. To develop strong relationships with them
requires understanding their capabilities and resources, needs, goals, and desires.

• Integrated Marketing
Integrated marketing occurs when the marketers devices marketing activities and assembles
marketing programs to create, communicate, and deliver value for consumers such that “the
whole is greater than the sum of its parts.” Two key themes are that (1) many different marketing
activities can create, communicate, and deliver value and (2) marketers should design and
implement any one marketing activity with all other activities in mind.
17

• Internal Marketing
Internal marketing, is an element of holistic marketing, is the task of hiring, training, and
motivating able employees who want to serve customers well. It ensures that everyone in the
organization embrace appropriate marketing principles, especially senior management. Smart
marketers recognize that marketing activities within the company can be as important- or even
more important- than those directed outside the company.

• Performance Marketing
Performance marketing requires understanding the financial and non financial returns to
business and society from marketing activities and programs. Top marketers are increasingly
going beyond sales revenue to examine the marketing scorecard and interpret what is happening
to market share, customer loss rate, customer satisfaction, product quality, and other measures.
They are also considering the legal, ethical, and environmental effects of marketing activities and
programs.

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 HISTORY
Parle Products company was founded in 1929 in British India by the Chauhan family of Vile
Parle, Bombay. Parle began manufacturing biscuits in 1939. In 1947, when India became
independent, the company launched an ad campaign, showcasing its Gluco biscuits as an Indian
alternative to the British biscuits. The Parle brand became well known in India following the
success of products such as the Parle-G biscuits and the Frooti soft drink.

The original Parle company was split into three separate companies, owned by the different
factions of the original Chauhan family, with a majority of it owned by Parle Agro products:

Parle Products (1950s), led by Vijay, Sharad and Raj Chauhan (owner of the brands Parle-G, 20-
20, Magix, Milkshakti, Melody, Mango Bite, Poppins, Londonderry, Kismi Toffee Bar, Monaco
and KrackJack).

Parle Agro (1960s), led by Prakash Chauhan and his daughters Schauna, Alisha and Nadia
(owner of the brands such as Frooti and Appy).

Parle Bisleri (1970s), led by Ramesh

19 Chauhan, his wife Zainab Chauhan and their daughter
Jayanti Chauhan.

All three companies continue to use the family trademark name "Parle". The original Parle group
was amicably segregated into three non-competing businesses. But a dispute over the use of
"Parle" brand arose, when Parle Agro diversified into the confectionery business, thus becoming
a competitor to Parle Products. In February 2008, Parle Products sued Parle Agro for using the
brand Parle for competing confectionery products. Later, Parle Agro launched its confectionery
products under a new design which did not include the Parle brand name. In 2009, the Bombay
High Court ruled that Parle Agro can sell its confectionery brands under the brand name "Parle"
or "Parle Confi" on condition that it clearly specifies that its products belong to a separate
company, which has no relationship with Parle Products.

PARLE-G – PROFILE
Since 1929, we have grown to become India's leading manufacturer of biscuits and confectionery. As
the makers of the world's largest selling biscuit, Parle-G, and a host of other very popular brands, the
Parle name symbolizes quality, nutrition and superior taste.

An in-depth understanding of the Indian consumer psyche has helped us develop a marketing
philosophy that reflects the needs of the Indian masses. We have made it a tradition to deliver both
health and taste, with a value-for-money positioning that allows people from all classes and age groups
to enjoy Parle products to the fullest.

With a reach spanning the remotest villages of India and major cities across the world, the House of
Parle has become synonymous with trust, globally

20
Type Public company
Traded as KRX:005930
005930, KRX
LSE: SMSN, SMSD
FWB: SSU, SSUN
B3: SMSNN
ISIN KR7005930003
Founded 13 January 1969;
50 years ago
Headquarters Samsung Digital City,
Samsung no 129,
Mean-dong,
Yang tong District,
Suwon, South Korea
Area served Worldwide
Key people Lee Kun-he
(chairman)
Lee Jae-yon
(Vice chairman)
Kwon Oh-hymn
(Vice chairman & CEO)
Young Son
(President)
Products LCD & LED panels
Mobile phones
Semiconductors
Televisions
Digital cinema
Other
Revenue US$211.8billion (2017)
Operating income US$47.4billion (2017)
Net income US$37.3billion (2017)
Total assets US$266.8billion
Total equity US$189.6billion
Number of employees 3,20,671
Parent Samsung
Subsidiaries Samsung Madison

21
In December 2010, Samsung switched its management system from a single CEO-system under
Chi Gee-Sung to a two-person management team with Chi Gee-Sung, CEO and vice chairman,
and Lee Jae-Yong, chief operating officer and president. In June 2012, Samsung appointed
Kwon Oh-hymn as CEO of the company. Samsung also reorganized its overseas marketing bases
in line with changes in the market, including a combined Britain/Continental Europe regional
subsidiary, and a combined China/Taiwan regional subsidiary.
In 2012, Samsung appointed director of mobile products, JK Shin, to president/CEO of Samsung
Electronics for Mobile Consumer Products.
The company added a new digital imaging business division in 2010, and consists of eight
divisions, including the existing display, IT solutions, consumer electronics, and wireless,
networking, semiconductor, and LCD divisions.
It merged consumer electronics and air conditioners in 2010 under the consumer electronics
business division. The set-top boxes business was merged with the Visual Display Business
division.
The company's December 2010 reorganization was as follows: Among the eight divisions, the
22
network division and the digital imaging division experienced new appointments, while the
remaining divisions were maintained in accordance with their results.
• Chief executive officer, Vice chairman: Chi Gee-Sung
• Chief financial officer: President Yoon Jud- haw
• Chief operating officer, President: Lee Jae-Yong
• Chief executive officer, President: JK Shin
The following are the names of board of director’s members:

BOARD OF DIRECTORS

NAMES POSITIONS(S)
Gee-Sung Chi Vice chairman, President and chief
executive officer
Jug- Haw Yoon Chief financial officer
Dong-min-yon Independent director (Attorney at Law,
Kim & Chang)
Chas- Wong Lee Independent director (Professor
of Economics, Sung kayo Kwan
University)
In-ho Lee Independent director (Advisor, Shenzhen
Bank)
Oh-Shoo Park Independent director (Professor of
Business Administration, Seoul National
University)

23
 SAMSUNG ORGANISATIONAL STRUCTURE

Divisional According to Product Types

Samsung organizational structure is divisional and the company is divided into three key
divisions: IT & Mobile Communications (IM), Consumer Electronics (CE), and Device
Solutions (DS). The rationale behind the choice of divisional organizational structure relates to
Samsung’s large product portfolio and differences between products and services the company
offers to the market.
Accordingly, Samsung’s each division is managed separately taking into account the
characteristics of their products that have implications on new product development, marketing,
selling and other aspects of the business. Moreover, Samsung Electronics has more than 200
subsidiaries around the world.
Figure below illustrates Samsung organizational structure:

24
As it is illustrated in figure above, apart from three divisions, Samsung organizational structure
also integrates corporate management office and Samsung Advanced Institute of Technology
(SAIT). Corporate management office deals with overall management of the group and also has
administrative responsibilities. SAIT is Samsung Group’s R&D hub, established as the incubator
for the development of new products and services.
The senior management completed its review of optimal organizational structure on April 2017
and decided not to convert to a holding company structure. Following a series of recent scandals
involving Samsung management that culminated in Jay Y. Lee, the former de facto head of
the Samsung conglomerate being jailed for 5 years, it can be argued that Samsung organizational
structure will change in the foreseeable future. Specifically, Samsung organizational structure
may change to make governance and decision making practices more transparent to eliminate or
at least to reduce the cases of future scandals.
Samsung Group Report contains a full analysis of Samsung organizational structure. The report
illustrates the application of the major analytical strategic frameworks in business studies such
as SWOT, PESTEL, Porter’s Five Forces, Value Chain analysis and McKinsey 7S Model on
Samsung. Moreover, the report contains analyses of Samsung leadership, business strategy and
organizational culture. The report also comprises discussions of Samsung marketing strategy
and addresses issues of corporate social responsibility.
Mechanistic organization is a bureaucratic organization which adheres to the chain-of-command
principle, with each person controlled and supervised by one superior. The structure of this
organization is taller than organic organization. Also, many rules are developed and the decision
making process is centralized. Each employee has fixed duties and the communication channels
are formalized in such rigid hierarchical relationship.

Samsung Electronics is a type of mechanistic organizational structure because it has rigid

hierarchical relationships.

Planning:
Planning includes defining goals, establishing strategy, and developing plans to coordinate
activities. In Samsung, their vision is set by the top management that is “Inspire the world, create
the future”. This vision 2020 shows that their commitment in inspiring the world by improving
their three key strengths which are “New Technology”, “Innovative Products”, “Creative
Solutions” and also promotes Samsung Electronics’ core network which are industry, partners
and employees with the effort to contribute a better world and with lot of experiences for all.
Besides, Samsung also aims to achieve one of the top five brands in the world by 2020 and
established three strategic approaches in management which are creativity, partnership and
talent.

Leading:
25
Leading includes motivating employees, directing the activities of others, selecting the most
effective communication channel, and resolving conflicts. Office of Secretaries takes the leading
role in Samsung as they carry out coordination whenever there are conflicts happen. (Chan, J. H.,
2010) However, the synergies may be created via involuntary cooperation or fiat as the business
units have to accept its resolution. (Chang, S. J., 2008) Also, the Secretarial Offices spread
company philosophy and improve business coordination and information, which are shared
among affiliates. (Chan, J. H., 2010) The employees of this company are motivated by the
philosophy of living by strong values is the key to good business. Those values encompass
people, excellence, change; integrity and co-prosperity, together with the Samsung code of
conduct are the radical for them to make every decision.

Organizing:
Organizing includes determining what tasks are to be done, who is to do them, how the tasks are
to be grouped, who reports to whom, and who will make the decisions. Samsung Electronics has
a strong business division structure that is managed independently by business unit managers.
The company is divided into five sectors, which are Digital Media, Semiconductors,
Telecommunications, Digital Appliances and LCDs. Within these sectors, there are 13 Global
Business Managers (GBM) who responsible to organize the firm along major product divisions
in terms of personnel, sales, and production within their respective divisions. Employees are
divided according to their specialize and skills into different tasks to increase work output. Any
proposal of investment that is written by GBM should be reviewed by the finance department,
followed by CFO. Then, CFO reports to CEO. Finally, the proposal is approved by Office of
Secretaries and Chairman.

Controlling:
Controlling includes monitoring performance, comparing it with goals, and correcting any
significant deviations. In Samsung, the overall performances of BOD, CEO and employees are
controlled by Audit Committee, which has a broad range of audit right from top to bottom. For
example, they have the right to inquire about financial reports from the BOD and employees at
any time, the right to claim to suspend illegal activity of the company BOD member, the right to
call a general shareholders’ meeting and so on. There are also separate audit teams that under the
direct control of CEO with the responsible of encouraging employees to adhere to the practice of
management by ethics.

26
 MARKETING MIX
The term marketing mix was developed by Neil Borden who first started using the phrase in
1949. Marketing mix 7 Ps – process, people, physical evidence, product, place, price, promotion.
Given by - Bernard Booms and Mary Bitner , 1981.

The marketing mix (also known as the 4 Ps) is a foundation model. The marketing mix has been
defined as the "set of marketing tools that the firm uses to pursue its marketing objectives in the
target.’’ Thus the marketing mix refers to four broad levels of marketing decision, namely:
product, price, promotion, and place. Marketing practice has been occurring for millennia, but
marketing theory emerged in the early twentieth century. The contemporary marketing mix, or
the 4 Ps, which has become the dominant framework for marketing management decisions, was
first published in 1960.

Marketing Mix of Parle-G

Parle G is one of the most trusted names amongst Indian brands. According to a recent poll, the
company is one of the largest manufacturers and sellers of biscuits. Its parent company Parle
Products was established in the year 1929 and the company started the manufacturing of biscuits
in the year 1939. After independence, ads were launched to project Parle G as an alternative to
biscuits made by the British companies.

Earlier Parle G was known as Parle Glucose and in 1980,the word G was added to Parle in order
to represent Glucose Or even Genius. Hence, the name Parle G came into existence. Times have
changed, but one thing has remained unchanged, and that is the popularity of Parle G biscuits.
One of the major competitors for Parle G are low cost Britannia biscuits like Marie, tiger and
others
Marketing Mix of Parle-G analysis the brand/company which covers 4Ps (Product, Price,
Place, Promotion) and explains the Samsung marketing strategy. The article elaborates the
pricing, advertising & distribution strategies used by the company.

The 4P’s of Parle-G are as follows;

1. Product
27
Parle G biscuits are taken as snacks during tea times or any other time. The biscuits have a high
nutritional value with amazing taste. Special attention is given to the fact that care and caution is
exercised in the purchase of raw materials and high hygienic standards are maintained in all its
manufacturing units. The international quality of the biscuits has made them a winner in the eyes
of a common person.

Besides the original Parle G glucose biscuits, the company has launched a premium version of its
biscuits. “Parle G Magix” which was launched in2002, and this premium quality biscuit is
available in double tastes of ‘Cocoa’ and ‘Cashew’. The same year also saw a new product
“Parle G Milk Shakti” biscuits for the southern markets that were a combination of honey and
milk. Overall, the product Parle G is a low cost product targeted towards the general population.

2. Price

The low pricing policy of Parle G along with its qualitative products has helped the company to
reach such heights and ward off competition. Its popularity and accessibility are maintained since
earlier times as the pricing policy remains unchanged. Parle G has been emphasizing on quality
and volume instead of high prices and that has resulted in revenues that have never decreased.

The packaging of the product has also helped, as instead of changing prices, the product has been
repackaged with lesser quantities to keep it affordable for even the lower class people. The
pricing policy and its distribution channels are the reason that the company has been maintaining
its growth and earnings through bad and good times equally.

3. Place

Parle G has the merit of becoming the first Indian domestic brand that has crossed INR 5,000
crore figures in the sales at the retail market. Its success is primarily because of a very strong
network of distributive channel that includes a whopping number of retail stores that are more
than six million in numbers. Parle 28 G has many manufacturing units for the production of its
biscuits.
From here, the fifteen hundred wholesalers take over. They are responsible for the products to
reach the market or retailers in time. The manufacturing units are under extreme hygienic
conditions. Parle G products are available in every nook and corner of the country from a small-
unknown rural area to a super market in a metro city.

The best part about the place in marketing mix of Parle G is its vast distribution network. As per
statistics, Parle G is the widest distributed brand of biscuits in India. It beats all other brands in
its distribution. During 26th July, when India was drowned due to rains, Parle G was the biscuit
which was being distributed freely to all people tired from rains. Thus, the product has very
strong distribution channels.

4. Promotion

Parle G has a very distinctive packaging that is easily recognizable. For many years, the product
was packed in wax paper of yellow and white wrapper that featured a very young girl. Later the
packaging changed from wax paper to plastic wrapping but the design remained the same. The
new packing is airtight and keeps the biscuits fresh for a longer time.

The illustration of the little girl remains the same after so many years as the girl has become
synonymous with the brand name. The name Parle is derived from the ‘Vile Parle station’
where the factory of Parle production is situated and G is both for genius and glucose. The
brand name Parle G is a common and widespread brand that has captured an important part of
the market share in terms of biscuits.

Advertisements for this iconic brand started through the press and print media. Newspapers
was the most common medium through which the people came to know about the benefits of
eating biscuits as Parle G biscuits were rich in nutritional values thus providing instant energy.
The “Dadaji” commercial released in 1989 and it took the visual media of television to
unimaginable heights.

Parle G brand of biscuits is advertised through televisions, radio, newspapers and magazines.
In1997, the company sponsored Shakti man, a tele-series. In 2002, the company introduced G-
Man, who was the ambassador for Parle G. This advertisement was appreciated by the children
and their parents and therefore went on to become hits.
29
 RESARCH METHODOLOGY

What is Research?
Research is defined as a careful consideration of study regarding a particular concern or a
problem using scientific methods. According to the American sociologist Earl Robert Babbie , ‘’
Research is a systematic inquiry to describe ,explain, predict and control the observed
phenomenon. Research involves inductive and deductive methods ‘’.

Inductive research methods are used to analyze the observed phenomenon whereas, deductive
methods are used to verify the observed phenomenon. Inductive approaches are associated with
qualitative research and deductive methods are more commonly associated with quantitative
research.

One of the most important aspects of research is the statistics associated with it, conclusion or
result. It is about the ‘’thought’’ that goes behind the research. Research is conducted with a
purpose to understand.

• What do organizations or businesses really want to find out?

• What are the processes that need to be followed to chase the idea?

• What are the arguments that need to be built around a concept?

• What is the evidence that will be required that people believe in the idea or
concept?

30
 RESEARCH PROCESS

Dissertation marketer’s expert the explanation of research process to be included in Methodology

chapter . A typical research process comprises the following stages:

1. Selecting the Research Area.

You are expected to state that you have selected the research area due to professional and
personal interests in the area and this statement must be true. The importance of this first stage in
the research process is often underestimated by many students. If you find research area and
research problem that is genuinely interesting to you it is for sure that the whole process of
writing your dissertation will be much easier. Therefore, it is never too early to start thinking
about the research area for your dissertation.

2. Formulating Research Aim, Objectives and Research Questions or

Developing Hypotheses.
The choice between the formulation of research questions and the development of hypotheses
depends on your research approach as it is discussed further below in more details. Appropriate
research aims and objectives or hypotheses usually result from several attempts and revisions
and these need to be mentioned in Methodology chapter. It is critically important to get your
research questions or hypotheses confirmed by your supervisor before moving forward with the
work.

3. Conducting the Literature Review:

Literature review is usually the longest stage in the research process. Actually, the literature
review starts even before the formulation of research aims and objectives; because you have to
check if exactly the same research problem has been addressed before. Nevertheless, the main
part of the literature review is conducted
31 after the formulation of research aim and objectives.
You have to use a wide range of secondary data sources such as books, newspaper, magazines,
journals, online articles etc.
4. Selecting Methods of Data Collection:

Data collection method(s) need to be selected on the basis of critically analyzing advantages and
disadvantages associated with several alternative data collection methods. In studies involving
primary data collection, in- depth discussions of selected primary data collection method(s) need
to be included in methodology.

5. Collecting the Primary Data:

Primary data collection needs to be preceded by a great level of preparation and pilot data
collection may be required in case of questionnaires. Primary data collection is not a compulsory
stage for all dissertations and you are conducting a desk-based research.

6. Data Analysis:
Analysis of data plays an important role in the achievement of research aim and objectives. Data
analysis methods vary between secondary and primary studies, as well as, between qualitative
and quantitative studies.

7. Reaching Conclusions:
Conclusions relate to the level of achievement of research aims and objectives. In this final part
of your dissertation you will have to justify why you think that research aims and objectives have
been achieved. Conclusions also need to cover research limitations and suggestions for future
research.

8. Completing the Research:

Following all of the stages described above, and organizing separate chapters into one file leads
to the completion of the first draft. The first draft of your dissertations needs to be prepared at
least one month before the submission
32 deadline. This is because you will need to address
feedback of your supervisor.
 WHAT ARE THE TYPES OF RESEARCH?

Following are the types of research:

1. Basic Research: 
Basic research is mostly conducted to enhance knowledge. It covers fundamental aspects of
research. The main motivation of this research is knowledge expansion. It is a non-commercial
research and doesn’t facilitate in creating or inventing anything. For example, an experiment is a
good example of basic research.

2. Applied Research: 
Applied research focuses on analyzing and solving real-life problems. This type of research
refers to the study that helps solve practical problems using scientific methods. This research
plays an important role in solving issues that impact the overall well-being of humans. For
example, finding a specific cure for a disease.

3. Problem Oriented Research:

 As the name suggests, problem-oriented research is conducted to understand the exact nature of
the problem to find out relevant solutions. The term “problem” refers to having issues or two
thoughts while making any decisions. For e.g. Revenue of a car company has decreased by 12%
in the last year. The following could be the probable causes: There is no optimum production,
poor quality of a product, no advertising, economic conditions etc.

4. Problem Solving Research:

This type of research is conducted by companies to understand and resolve their own problems.
The problem-solving research uses applied research to find solutions to the existing problems.

5. Qualitative Research:
 Qualitative research is a process that is about enquiry, that helps in-depth understanding of the
problems or issues in their natural settings. This is a non- statistical research method.
Qualitative research is heavily dependent on the experience of the researchers and the questions
used to probe the sample. The sample size is usually restricted to 6-10 people in a sample. Open-
ended questions are asked in a manner
33 that one question leads to another. The purpose of asking
open-ended questions is to gather as much information as possible from the sample.
Following are the methods used for qualitative research:

• One-to-one interview
• Focus groups
• Ethnographic Research
• Content/ Text Analysis
• Case study research

6. Quantitative Research:
 Qualitative research is a structured way of collecting data and analyzing it to draw conclusions.
Unlike qualitative research, this research method uses a computational, statistical and similar
method to collect and analyze data. Quantitative data is all about numbers.

Quantitative research involves a larger population as more number of people means more data.
In this manner, more data can be analyzed to obtain accurate results. This type of research
method uses close-ended questions because, in quantitative research, the researchers are typically
looking at measuring the extent and gathering foolproof statistical data.
Online surveys, questionnaires, and polls are preferable data collection tools used in quantitative
research. There are various methods of deploying surveys or questionnaires. In recent times
online surveys and questionnaires have gained popularity. Survey respondents can receive these
surveys on mobile phones, emails or can simply use the internet to access surveys or
questionnaires.

7. Exploratory Research:
As the name suggests, exploratory research is conducted to explore the research questions and
may or may not offer a final conclusion to the research conducted. It is conducted to handle new
problem areas which haven’t been explored before. Exploratory research lays the foundation for
more conclusive research and data collection. For example, a research conducted to know the
level of customer satisfaction among the patrons of a restaurant.

8. Descriptive Research: 
Descriptive research focuses on throwing more light on current issues through a process of data
collection. Descriptive studies are used to describe the behavior of a sample population. In
descriptive research, only one variable (anything that has quantity or quality that varies) is
required to conduct a study. The three main purposes of descriptive research are describing,
explaining and validating the findings.

9. Explanatory Research:
 Explanatory research or causal 34
research, is conducted to understand the impact of certain
changes in existing standard procedures. Conducting experiments is the most popular form of
casual research. For example, research conducted to understand the effect of rebranding on
customer loyalty.
 METHODOLOGY
Methodology is the systematic, theoretical analysis of the methods applied to a field of study. It
comprises the theoretical analysis of the body of methods and principles associated with a branch
of knowledge. Typically, it encompasses concepts such as paradigm, theoretical model, phases
and quantitative or qualitative techniques.
A methodology does not set out to provide solutions—it is therefore, not the same as a method.
Instead, a methodology offers the theoretical underpinning for understanding which method, set
of methods, or best practices can be applied to a specific case, for example, to calculate a specific
result.
It has been defined also as follows:
• "the analysis of the principles of methods, rules, and postulates employed by a
discipline";
• "the systematic study of methods that are, can be, or have been applied within a
discipline";
• "the study or description of methods"

35
 METHODOLOGY ADOPTED FOR THE STUDY

AREA OF STUDY
The area of the study is friends, relatives and neighbors.

SOURCES OF DATA
1. Primary source

2. Secondary source

1. Primary Source-
The primary data was collected by means of a survey, questionnaire were prepared and
customers filled up questionnaire. The questionnaire contains 80 question which are formed to
know customers satisfaction towards Samsung phones. The response of the customer is recorded
on a grade scale of satisfied, dissatisfied, neutral, highly satisfied for each question. The filled up
information was later analyzed to obtain the required interpretation and the finding.

2. Secondary Source-
In order to have a proper understanding of customers satisfied towards Samsung phones was
done from various sources like main website of Samsung , Google, search and answer.com.

RESEARCH DESIGN
The research design is exploratory till identification of customer satisfaction. later it becomes descriptive
when it comes to evaluating customer satisfaction towards Samsung phones.

DESCRIPTIVE RESEARCH, also known as statistical research describes data and characteristics about
the population or phenomenon being studied. Descriptive research the why, what, who, which, and
whether.
36
 WHAT IS SAMPLING?
Sampling is a process used in statistical analysis in which a predetermined number of
observations are taken from a larger population. The methodology used to sample from a larger
population depends on the type of analysis being performed but may include simple random
sampling or systematic sampling.
In business, a CPA performing an audit uses sampling to determine the accuracy of account
balances in the financial statements, and managers use sampling to assess the success of the
firm’s marketing efforts.
Sampling is a process used in statistical analysis in which a predetermined number of
observations are taken from a larger population. The methodology used to sample from a larger
population depends on the type of analysis being performed but may include simple random
sampling or systematic sampling.
In business, a CPA performing an audit uses sampling to determine the accuracy of account
balances in the financial statements, and managers use sampling to assess the success of the
firm’s marketing efforts.

TYPES OF SAMPLING
Any market research study requires two essential types of sampling. They are:

1.Probability Sampling
Probability Sampling is a sampling technique in which sample from a larger population are
chosen using a method based on the theory of probability. This sampling method considers every
member of the population and forms samples on the basis of a fixed process. For example, in a
population of 1000 members, each of these members will have 1/100 chances of being selected
to be a part of a sample. It gets rid of bias in the population and gives a fair chance to all
members to be included in the sample.

There are 4 types of probability sampling technique:

•Simple Random Sampling:

 One of the best probability sampling techniques that helps in saving time and resources, is
the Simple Random Sampling method. It is a trustworthy method of obtaining information
where every single member of a population is chosen randomly, merely by chance and each
individual has the exact same probability of being chosen to be a part of a sample.
For example, in an organization of 500 employees, if the HR team decides on conducting team
building activities, it is highly likely
37 that they would prefer picking chits out of a bowl. In this
case, each of the 500 employees has an equal opportunity of being selected.
• Cluster Sampling:

 Cluster sampling is a method where the researchers divide the entire population into sections
or clusters that represent a population. Clusters are identified and included in a sample on the
basis of defining demographic parameters such as age, location, sex etc. which makes it
extremely easy for a survey creator to derive effective inference from the feedback.
For example, if the government of the United States wishes to evaluate the number of
immigrants living in the Mainland US, they can divide it into clusters on the basis of states
such as California, Texas, Florida, Massachusetts, Colorado, Hawaii etc. This way of
conducting a survey will be more effective as the results will be organized into states and
provides insightful immigration data.

• Systematic Sampling:

 Using systematic sampling method, members of a sample are chosen at regular intervals of a

population. It requires selection of a starting point for the sample and sample size that can be
repeated at regular intervals. This type of sampling method has a predefined interval and
hence this sampling technique is the least time-consuming.

For example, a researcher intends to collect a systematic sample of 500 people in a population
of 5000. Each element of the population will be numbered from 1-5000 and every 10th
individual will be chosen to be a part of the sample (Total population/ Sample Size = 5000/500
= 10).

• Stratified Random Sampling:

 Stratified Random sampling is a method where the population can be divided into smaller
groups, that don’t overlap but represent the entire population together. While sampling, these
groups can be organized and then draw a sample from each group separately.
For example, a researcher looking to analyze the characteristics of people belonging to
different annual income divisions, will create strata (groups) according to annual family
income such as – Less than $20,000, $21,000 – $30,000, $31,000 to $40,000, $41,000 to
$50,000 etc. and people belonging to different income groups can be observed to draw
conclusions of which income strata have which characteristics. Marketers can analyze which
income groups to target and which ones to eliminate in order to create a roadmap that would
definitely bear fruitful results.

2. Non-probability Sampling Methods-

The non-probability method is a sampling method that involves a collection of feedback on the
basis of a researcher or statistician’s
38 sample selection capabilities and not on a fixed selection
process. But, there are situations such as the preliminary stages of research or where there are
cost constraints for conducting research, where non-probability sampling will be much more
effective than the other type.
There are 4 types of non-probability sampling which will explain the purpose of this sampling
method in a better manner:

• Convenience sampling: 

This method is dependent on the ease of access to subjects such as surveying customers at a
mall or passers-by on a busy street. Researchers have nearly no authority over selecting
elements of the sample and it’s purely done on the basis of proximity and not
representativeness. This non-probability sampling method is used when there are time and cost
limitations in collecting feedback. In situations where there are resource limitations such as the
initial stages of research, convenience sampling is used.
For example, startups and NGOs usually conduct convenience sampling at a mall to distribute
leaflets of upcoming events or promotion of a cause – they do that by standing at the entrance
of the mall and giving out pamphlets randomly.

• Judgmental or Purposive Sampling:

 In judgmental or purposive sampling, the sample is formed by the discretion of the judge

purely considering the purpose of study along with the understanding of target audience. Also
known as deliberate sampling, the participants are selected solely on the basis of research
requirements and elements who do not suffice the purpose are kept out of the sample. For
instance, when researchers want to understand the thought process of people who are
interested in studying for their master’s degree. The selection criteria will be: “Are you
interested in studying for Masters in …?” and those who respond with a “No” will be excluded
from the sample.

• Snowball sampling: 

Snowball sampling is a sampling method that is used in studies which need to be carried out to
understand subjects which are difficult to trace. In such cases, using the snowball theory,
researchers can track a few of that particular category to interview and results will be derived
on that basis. This sampling method is implemented in situations where the topic is highly
sensitive and not openly discussed such as conducting surveys to gather information about
HIV Aids. Not many victims will readily respond to the questions but researchers can contact
people they might know or volunteers associated with the cause to get in touch with the
victims and collect information.

• Quota sampling:

  In Quota sampling, selection 39

of members in this sampling technique happens on basis of a
pre-set standard. In this case, as a sample is formed on basis of specific attributes, the created
sample will have the same attributes that are found in the total population. It is an extremely
quick method of collecting samples.
 RESEARCH SAMPLE

Sampling Plan:
Since it is not possible to study whole universe. It becomes necessary to take sample from the universe to
know about its characteristics.

• Sampling unit- customers

• Sample technique- random sampling

• Research instruments- structured questionnaire

• Contact method- personal interview

Sampling Size:
The survey was conducted with 80 customers as respondents.

Data Collection Tool:

Data collected from various customers through personal interaction. Some other information is collected
through secondary data also. Data was collected through a structured questionnaire like technique is used.
Like it scale is simply a statement which the respondent is asked to evaluate according to any kind of
subjective or objective criteria generally the level of satisfied and dissatisfied is measured.

Type Of Scale:
Likert scale

40

DATA ANALYSIS & INTERPRETATION

Q.1 What is your profession?
S.N PROFESSION RESPONDENTS PERCENTAGE
O.
1. Employee 11 14%
2. Businessman 14 18%
3. Student 40 50%
4. Teacher 13 13%
5. Others 2 2%

RESPONDENTS
2
11
13

14

40

INTERPRETATION
Out of 80 respondents 11 people are found to be employed, 14 are businessman, 40 are students,
13 are housewife and 2 lie in others. The majority 50% of the respondents are students i.e., 50%.

41
Q.2 What is your annual income level?

S.NO INCOME LEVEL RESPONDENTS PERCENTAGE

 .
1. 80,000-2,00,000 20 25%
2. 2,00,000-4,00,000 31 39%
3. 4,00,000-6,00,000 16 20%
4. 6,00,000-8,00,000 5 6%
5. Above 8,00,000 8 10%

RESPONDENTS
8
5 20

16

31

INTERPRETATION
There are 20 people whose annual income lies between 80,000 – 2,00,000, 31 people whose
annual income lies between 2,00,000 – 4,00,000, 16 people whose annual income lies between
4,00,000 – 6,00,000, 5 people whose annual income lies between 6,00,000 – 8,00,000 and 8
people whose annual income is above 8,00,000. The majority of the respondents whose annual
income lies between 2,00,000 – 4,00,000 i.e., 39%.

42

Q.3 Why do you prefer Samsung?

S.N CHARACTERISTI RESPONDENTS PERCENTAGE

 O CS
1. Quality 23 29%
2. Comfort 23 29%
3. Price 14 18%
4. Camera 11 14%
5. After sale service 9 11%

RESPONDENTS
9

23
11

14

23

INTERPRETATION
There are 23 people who prefer Samsung mobile phones for quality, 23 prefer it for its comfort,
14 people prefer it because of its price, 11 people prefer it for camera and people prefer it for
after sale services. The majority of the respondents prefer Samsung mobile phones for both
quality and comfort i.e., 29%.

43

Q.4 To what extent, you are satisfied with feature of Samsung phone?

S.N How much Respondents Percentage

 O satisfied?
1. Highly satisfied 15 19%
2. Satisfied 45 56%
3. Neutral 17 21%
4. Dissatisfied 3 4%
5. Highly dissatisfied 0 0%

15

17

highly satisfied
satisfied
neutral
dis satisfied
highly dis satisfied

44

INTERPRETATION
There are 15 people who are highly satisfied with feature of Samsung phones, 45 people are
satisfied, 17 people are neutral ,3 people are dissatisfied with the feature of Samsung phones and
none is highly dissatisfied. The majority of the respondents are satisfied i.e., 56%.

44

Q.5 Who influenced you to purchase Samsung phones ?

S.NO BY WHOM? RESPONDENTS PERCENTAGE

 .
1. Friends 24 30%
2. Relatives 10 13%
3. Advertisement 18 23%
4. Family 18 23%
5. None 10 13%

17

24

friends
relatives
advertisment
family
none

16
10

INTERPRETATION
There are 24 people who were influenced by their friends to purchase to Samsung phone, 10
were influenced by their relatives, 18 were influenced by advertisement, 18 people were
influenced by their family and 10 people were influenced by none. The majority of the
respondents who were influenced by their friends i.e., 30%.

45

Q.6 Which brand do you prefer?

 S.N BRAND NAME NO. OFRESPONDENTS PERCENTAGE
O.
1. Samsung 40 50%
2. Nokia 2 3%
3. MI 17 21%
4. Oppo 16 20%
5. Vivo 14 18%
6. Nokia 1 1%

No. of respondants
1
4

Samsung
16 Nokia
MI
Oppo
40
Vivo
None

17

INTERPRETATION
There are 40 people who prefer Samsung mobile phones, 2 prefer Nokia phones, 17 people
prefer MI phones, 16 people prefer Oppo, 4 people prefer vivo and 1 person prefer none of these
brands. The majority of the respondents uses Samsung mobile phones i.e., 50%.

46

Q.7 Whether Samsung provides qualified phones at affordable price?

 S.N AFFORDABLE? RESPONDENTS PERCENTAGE
O
1. Yes 67 84%
2. No 13 16%

13

yes
no

67

INTERPRETATION
There are 67 people who agree that Samsung provides qualified phones at affordable price and
13 people disagree with this. The majority of the respondents agree i.e., 84% of the people.

47

Q.8 Are you satisfied with battery backup capacity of Samsung?

 S.N SATISFIED OR RESPONDENTS PERCENTAGE
O NOT
1. Yes 45 56%
2. No 35 44%

35
yes
no
45

INTERPRETATION
There are 45 people who are satisfied with the battery backup capacity of Samsung and 35
people are dissatisfied. The majority of the respondents are satisfied i.e., 56%.

48

Q.9 What is opinion on promotion strategies 0f Samsung as compared to

competitors?
 S.N OPINION RESPONDENTS PERCENTAGE
O.
1. Excellent 11 14%
2. Good 37 46%
3. Fair 16 20%
4. Average 12 15%
5. Poor 04 5%

12 11

excellent
good
fair
16 average
poor

37

INTERPRETATION
There are 11 people who say promotion strategies of Samsung is excellent as compared to other
competitors, 37 people who say promotion strategies of Samsung is good as compared to
competitors,16 people who say it is fair, 12 says average and 4 says poor. The majority of the
respondents of the people says promotion strategies of Samsung is good as compared to
competitors i.e., 46%.

49

Q.10 What is your opinion on after sales services of Samsung?

 S.N OPINION RESPONDENTS PERCENTAGE
O
1. Highly satisfied 22 28%
2. Satisfied 37 46%
3. Neutral 19 24%
4. Dissatisfied 02 3%
5. Highly dissatisfied 00 00%

19 22

highly satisfied
satisfied
neutral
dissatisfied
highly dissatisfied

37

INTERPRETATION
There are 22 people who are highly satisfied with the after sale services of Samsung, 37 are
satisfied, 19 are neutral, 2 are dissatisfied and none are highly dissatisfied. The majority of the
respondents are satisfied i.e., 46%.

50

FINDING OF THE REPORT

A-People prefers Samsung phones more than other phones.

B-Sales and advertising campaign of Samsung phones are better than other phones.

C- Customers are more satisfied with Samsung phones than other phones.

D- Samsung retain so many customer as comparison to other phones.

E- Customers are satisfied with features of Samsung phones

51
 SUGGESTIONS AND RECOMMENDATIONS

1. I suggest Samsung to improve their promotion strategies and advertising campaign and they
have to attract more customers by attractive ad campaigns.

2. Samsung should improve their battery back capacity and should focus on its hanging problem
as compared to MI, Vivo and Oppo.

3. Pricing needs to be more aggressive to break the domination and market share of MI and other
brands.

4. Samsung should improve its processor for best performance in gaming.

52
 CONCLUSION

The researcher had made an effort to find out the level of buying behavior of Samsung mobile &
it is clear that the public have high awareness on Samsung services. Samsung mobile services
attract people because of its quality, model, price, services & promotion in Samsung mobile.
Hence, it is concluded that if the Samsung mobile has come out with effective advertisement it
may highly influence the consumer to purchase Samsung phone.

53
ANNEXURE

 QUESTIONNAIRE
 BIBLIOGRAPHY
 QUESTIONNAIRE
Dear Madam/Sir

I am a BBA student pursuing from COLLEGE OF MANAGEMENT STUDIES .as a part of my

curriculum I am working on my project in consumer behavior towards Samsung mobile phone
please give your feedback or opinion to the question given below related to the “Consumer
Behavior Towards Samsung Mobile Phones”.The information provided by you would be kept
highly confidential and will be used by me strictly for an analysis only.

Name: _____________________ Male ( ) Female ( )

Contact number:_____________ Age:_____

Q.1 What is your profession?

(a)Employee (b) Businessman (c) Student (d)Housewife (e)Others

Q.2 What is your annual income level?

(a)80,000-2,00,000 (b)2,00,000-4,00,000 (c)4,00,000-6,00,000 (d)6,00,000-8,00,000

(e)Above 8,00,000

Q.3 Why do you prefer Samsung?

(a)Quality (b) Comfort (c)Price (d)Camera (e)After sale

service

Q.4 To what extent, you are satisfied with feature of Samsung phone ?

(a)Highly satisfied

(b)Satisfied

(c)Neutral

(d)Dissatisfied

(e)Highly dissatisfied

Q.5 Who influenced you to purchase Samsung phone?

(a)Friends (b) Relatives (c) Advertisement (d) Family (e)None

Q.6 Whether Samsung provides qualified phones at affordable price ?

(a)Yes (b) No

Q.7 Which brand do you prefer ?

(a) Samsung (b)Nokia (c) MI (d)Oppo (e)Vivo

Q.8 Are you satisfied with battery backup capacity of Samsung ?

(a)Yes (b) No

Q.9 What is your opinion on promotion strategies of Samsung as compared to competitors?

(a)Excellent (b) Good (c)Fair (d)Average

(e)Poor

Q.10 What is your opinion on after sales services of Samsung?

(a)Highly satisfied

(b)Satisfied

(c)Neutral
(d)Dissatisfied

(e)Highly dissatisfied

Any opinion towards the product?

______________________________________________________________________________
____________________________________________________________________________

Signature:_________________________
_____

Th
ank you.
 BIBLOGRAPHY

All the information needed to complete this project is obtained from the following
sources-

1. Samsung profile- www.samsumg.com

2. Samsung history- www.samsung.com
3. What is consumer behavior?- NehaKaushal (volume 6)
4. Consumer buyer process- Messay Sata (volume 4)
5. Marketing mix- www.marketing91.com
www.cheshnotes.com
www.samsung.com
6. What is market- Philip kotler (page no 5)
7. Core concept market- Philip kotler (page no 11)
8. Need of study, scope of study, introduction- shodhganga.com
9. What is research?- www.questionpro.com
10. Process of research- research.methodology.net
11. Types of research- www.questionpro.com
12. Research methodology- Wikipedia
13. What is sampling ?- investopedia
14. Types of sampling – studyandexam.com