CHAPTER 1

1.1 About the Mobile Industry

The history of mobile phones charts the development of devices which connect wirelessly to the
public switched telephone network. The transmission of speech by radio has a long and varied
history going back to Reginald Fessenden’s invention and shore to ship demonstration of radio
telephony, through the second world war with military use of radio telephone links. Hand held radio
transceivers have been available since the 1940s. Mobile telephones for automobiles became
available from some telephone companies in the 1940’s. Early devices were bulky and consumed
high power and the network supported only a few simultaneous conversations. Modern cellular
networks allow automatic and pervasive use of mobile phones for voice and data communications.

The introduction of cellular technology, which allowed re-use of frequencies many times in small
adjacent areas covered by relatively low powered transmitters, made widespread, made widespread
adoption of mobile telephones economically feasible.

The advances in mobile telephony can be traced in successive generation from the early 0G services
like MTS and its successor improved mobile telephone service, to first generation 1G analog
cellular network, second generation 2G digital cellular networks, third generation 3G broadband
data services to the current state of the art, fourth generation 4G native-IP networks

1.2 Mobile Phone History in India

Telephone services in India begun in a small scale with the commissioning of a 50-line manual
telephone exchange in 1882 in Kolkata. This was less than five years after the invention of the
telephone by Alexander Graham Bell. India had approx. 82,000 telephone connections at the time
of independence 1947 and by 1984 the number of connections had slowly risen to 3.05 million.
India’s telecom network was notoriously unreliable and only available to a small section of
households along with the corporate sector. The telecom sector was a government monopoly until
1994 when liberalization gradually took place. Cellular service was launched in November 1995
inKolkata.

1
  Expanding Network
The Indian telecom industry has grown rapidly during the last few years but has witnessed a
substantial fall in growth more recently. India has the third largest (based on the total number of
fixed/mobile subscriber lines) telecom network in the world and the second largest mobile network
with 865 million subscribers at the end of 2012. Revenue from fixed and mobile services amounted
to an estimated Rs880 billion in fiscal year 2005. National long distance (NLD) and international
long distance (ILD) service revenues grew to an estimated Rs93 billion in the same year. The
government had set a target under the Bharat Nirman Program, to connect all the remaining villages
without telephone services, basically VPT’s (Village Public Telephones), by the end of 2009.

 Mobile
While the mobile subscriber base is still growing in the millions per month, the number of landlines
is generally decreasing. Overall telecom subscriber’s penetration increased to73% at the end of Nov
2012. The FDI cap in the telecom sector is currently 74% UK’s Vodafone Group recently acquired
a 52% stake in Hutchison Essar, India’s fourth largest mobile service provider. Bharti Airtel is the
first Indian operator to exceed a subscriber base of 50 million.

 Telecom Manufacturing
A growing number of telecom companies have set up manufacturing facilities for the production of
mobile phones and other telecom equipment to cater to India’s growing telecom market and exports
too. Nokia’s plant, located in a special economic zone (SEZ) at Sriperumbudar near Chennai,
manufactures mobile handsets and network infrastructure equipment incl, base stations. Nokia’s
plant producer’s ca 8 m handsets a month. Slews of other telecom equipment manufacturers already
have or are in the process of setting up production facilities in the same zone.

2
 1.3 Consumer satisfaction

Consumer satisfaction is a measure of how well a company’s products and services meet customer’s
expectations. It reflects your business’ health by showing how well your products are resonating
with buyers.
A term frequently used in marketing, is a measure of how products and services supplied by a
company meet or surpass customer expectation. Customer satisfaction is defined as the number of
customers, or percentage of total customers, whose reported experience with a firm, its product, or
its services (ratings) exceeds specified satisfaction goals. In a survey of nearly 200 senior marketing
managers, 71% responded that they found a customer satisfaction metric very useful in managing
and monitoring their businesses.
It is seen as a key performance indicator within business and is often part of a Balanced Scorecard.
In a competitive marketplace where businesses compete for customers, customer satisfaction is seen
as key differentiator and increasingly has become a key elements of business strategy.

Within organization, customer satisfaction ratings can have powerful effects. They focus employees
on the importance of fulfilling customer’s expectation. Furthermore, when these ratings dip, they
warn of problems that can affect sales and profitability. These metrics quantify an important
dynamic. When a brand has loyal customers, its gains positive word-of-mouth marketing, which is
both free and highly effective

Therefore, it is essential for businesses to effectively manage customer satisfaction. To be able do

this, firm need reliable and representative measures of satisfaction.

In researching satisfaction firms generally ask customers whether their product or services has met
or exceeded expectations. Thus, expectations are a key factor behind satisfaction. When customer
have high expectations and the reality falls short, they will be disappointed and will likely rate their
experience as less than satisfying. For this reason, a luxury resort, for example, might receive a
lower satisfaction rating than a budget motel- even though its facilities and service would be deemed
superior in absolute terms

The importance of customer satisfaction diminishes when a firm has increased bargaining power.
For example, cell phone plan providers, such as AT&T and version, participle in an industry that is
an oligopoly, where only a few suppliers of a certain product or services exist. As such, many cell
phone plan contracts have a lot of fine print with provision that they would never get away if there
3
were, say, a hundred cell phone plan providers, because customer satisfaction would be way too
low, and customers would easily have the option of leaving for a better contract offer.

1.4 Importance of consumer Satisfaction

1.4.1 It drives customer loyalty:
Satisfied customers tend to share their positive experiences with friends and family. But the opposite
is also true: An unhappy customer tells more people about their negative experiences thana happy
customer does. Social media makes social proof more powerful than ever before. We are more likely
to gain positive referrals if we use customer feedback to priorities top of the line service. For
example, our report found that 89% of people think quick responses are important when deciding
which company to buy from. If we want to improve our company’s response time to support that
data, we might incorporate AI technology, like our AI-powered Answer Bot, to send prompt
responses.

1.4.2 Consumer satisfaction metrics reflect your support team's performance:

Customer satisfaction benchmarks and metrics do not just help us gauge how happy our audience is
they also tell us how our support team is doing. Using variety of team metrics to understand
customer satisfaction levels:

 Our support team’s initial response time: In our customer experience report, most
frustrating part of bad service was long wait times. Faster support team response times not
only lower customer frustration, but also give us a measure of your team’s speed and
efficiency.

 The length of time it takes our team to resolve a customer issue: If it is taking our team
hours to resolve issues that could be dealt with quickly, it might be time to tweak our internal
processes. We should not just strive to respond quickly resolve quickly, too.

 How many times a ticket or call required a transfer to find a resolution: Few things are
more frustrating than having to wait to be transferred to a new agent and repeat your issue
to get your request completed. If transfer occurrence drops, customer satisfaction should
rise.

4
Considering our study found that the one aspect for good customer service was quick issue
resolution, our team’s efficiency in these areas says a lot about customer satisfaction. Our built in
analytics function is a great way to observe how well your support team serves customers
historically and in real time. With the help of AI, teams can even predict customersatisfaction
during a conversation before a customer takes a survey.

1.4.3 It encourages repeat purchases:

A satisfied customer is a loyal customer, who will stick with our company year after year. So, howdo
we get those repeat customers? By hitting our customer support efforts out of the park. Our trends
report agrees 57% of consumers say excellent customer service is a factor in their brand loyalty.

1.4.4 It increases customer lifetime value:

75 % of customers are willing to spend more to buy from companies that give them a good customer
experience, according to our Trends Report. Satisfied customers are not only more likely to remain
loyal and less likely to churn, they are also more likely to spend more money with your business.

1.4.5 It boosts new customer acquisition:

Customer service is not just important for supporting existing customers, it is also key to bringing in
potential customers and supporting them when they reach out. If a prospect does not have a positive
experience when they interact with your support team, they will be less likely to purchase.The main
difference between service today and service 10 years ago is that customers expect premium service
to be built-in from the first sales or marketing interaction and carry through to themoment they ask
for help, post-purchase and back again. To position themselves for success, businesses must integrate
service into the journey at every interaction point

1.5 Need for the study of Consumer Satisfaction

Business always starts and close with customer and hence the customers must be treated as the king
of the market. All the business enhancements, profit, status, image etc. The organization dependson
customers. Hence is important for all the organization to meet all the customer’s expectations and
identify that they are satisfied customer. Customer satisfactions is the measure of how the needsand
response are collaborated and delivered to excel customer expectation. It can only be attained if the
5
customer has overall good relationship with the supplier. In today’s competitive business
marketplace, customer satisfaction is an important performance exponent and basic differentiator of
business strategies. Hence, the more is customer satisfaction; more is the business and the bonding
with customer. Customer satisfaction is a part of customer’s experience that exposes a supplier’s
behaviour on customer’s expectations. It also depends on how efficiently it is managed and how
promptly services are provided. This satisfaction could be related to various business aspects like
marketing, product manufacturing, engineering, quality of products and services responses
customer’s problem and queries, completion of project, post delivery services, complaint
management etc.

In the modern business, it is very important to know the preference and satisfaction level of
customers, which help to know how to produce the product. The representation of the brand depends
on the customer’s satisfaction towards the product and services. So the customer satisfaction is
depending on the features, price, quality level of the mobile and service rended by company. The
problem is to know the satisfaction level and the factors influences the customer to choose Samsung
mobile phones.

1.6 Company Profile

The Samsung Group is a South Korean multinational conglomerate headquartered in Samsung

Town, Seoul. It comprises numerous affiliated businesses, most of them united under the Samsung
brand, and is the largest South Korean chaebol (business conglomerate).

Lee Byung Chul founded Samsung in 1938 as a trading company. Over the next three decades, the
group diversified into food processing, textiles, insurance, securities, and retail. Samsung entered
the electronics industry in the late 1960s. Following Lee's death in 1987, Samsung was separated
into five business groups. Samsung Mobile Division is one of five divisions within Samsung
Electronics, belonging to the Samsung Group, and consists of the Mobile Communications
Division, Telecommunication Systems Division, Computer Division, MP3 Business Team, Mobile

6
Solution Centre, and Telecommunication R&D Centre. Telecommunication Business produces a
full spectrum of products from mobiles and other mobiledevices such as MP3 players and laptop
computers to telecommunication network infrastructure. Headquarters is located in Suwon, South
Korea.

Samsung Electronics Co., Ltd. is a global leader in semiconductor, telecommunication, digital

media, and digital convergence technologies. Employing approximately 222,000 people in 205
offices across 71 countries, the company operates two separate organizations to coordinate its nine
independent business units: Digital Media & Communications, comprising Visual Display, Mobile
Communications, Tele-communication Systems, Digital Appliances, IT Solutions, DigitalImaging;
and Device Solutions, consisting of Memory, System LSI, and LCD. Recognized for its industry-
leading performance across various economic, environmental, and sockal criteria. Samsung
Electronics was named the world’s most sustainable technology company in the 2011 Dow Jones
Sustainability Index. In 2007 Samsung Mobile Division Business reported over 40% growth and
became the second-largest mobile device manufacturer in the world. Samsungintroduced its first
mobile phone to India in 2004. In 2008, Samsung Electronics' Telecommunication Business
declared its new business strategy focusing on consumer andmarketing. Samsung mobile phones
are divided into six major categories – Style, Infotainment, Multimedia, Connected, Essential, and
Business

1.7 Samsung Mobile Phone Business

In 1983, Samsung initiated its mobile telecommunications business, which it hoped would become
the company’s future growth engine. Forty engineers, each of whom had previously worked either
in the wireless telephone division or facsimile machine division, were assigned toa new unit named
the “Wireless Development Team.”

The engineers had no idea what to do first. In desperation, they decided to obtain a rough pictureof
a Japanese-made mobile phone. Then they asked the Samsung branch in Japan to send them a
Japanese car-phone. After disassembling and reassembling the sample car-phone hundreds of times,
the engineers roughly understood how a mobile phone works. In 1986, Samsung was able to release
its first built-in car phone, the SC-100. But the result was disastrous. The quality was so poor that

7
many customers filed complaints, and the company ended up cutting the number of engineers in the
development team from forty to ten.

Ki Tae Lee, the then-head of the Wireless Development Team and the current president of the
Telecommunications division, found himself in a major quandary in deciding whether or not to
continue the mobile business. Ki Tae Lee decided to stay on track. He asked the company to buyten
Motorola mobile phones for benchmarking. It was a big expenditure for the company at the moment.
Each unit cost about 2 million won, while the expected return on investment was uncertain. His
engineers then went to work on analyzing them. Many of the phones were disassembled, and many
were dropped or thrown away. They tested several aspects such as product design, quality,
durability, and optimal environment for communications.

Finally, in 1988, Samsung developed its first mobile phone or “hand phone” in Korea, the SH-
100. It was the first hand phone to be designed and manufactured in Korea. However, customersstill
thought only of Motorola when they thought of mobile phones, and the quality of the Samsung
phone was not good enough to break the customers’ prejudice. Although Samsung introduced new
models every year, each model sold only one or two thousand units. With such disappointing sales,
talks of dropping the mobile phone line arose once again.

By the early 1990s, the worldwide mobile telecom market was growing rapidly, and many new
players were entering the market. In Korea, Motorola accounted for 60-70% of the market, and
Samsung accounted for only 10%. However, the engineers who participated in R&D for Samsung’s
mobile phones had a strong desire that they would be able to succeed in their endeavor, based on
the process of trial and error that they had already been through. The decisionwas made to continue
with the mobile phone business. However, the project leaders felt that a more deliberate strategy
was needed.

1.8 Innovative Design and Products

One of the success factors of Samsung mobile phones is their innovative designs and functionality.
The company developed unique but user-friendly designs that were closely integrated with
innovative product concepts, allowing it to launch many first in the world mobile phones.
The importance of design had risen to the fore with the release of the “Fukuda Report.” Then, in
8
1996, the CEO reemphasized the design issue and declared the year to be the “Year of Design
Revolution.” The objective of the declaration was to reposition design, which had been regarded as
a support function into the core of the firm’s product/market strategies. Design was to be cohesively
aligned to the Samsung’s brand strategy and managed so as to build up the corporate identity.

In 2001, this newfound focus on design was built into the organizational structure. The design
organization in the company has been upgraded, becoming the Design Management Center, whichis
under direct control of the CEO. And a new executive position, the CDO (Chief Design Officer),was
created to manage the firm’s overall design strategy. From then on, designers became directly
involved in the entire product development process, from the very beginning, just as were R&D
engineers. Samsung also built a worldwide design network, establishing four overseas design
centers, in San Francisco, Los Angeles, London, and Tokyo. The overseas centers are responsible
for developing customized designs for international markets while maintaining a consistent
Samsung brand identity.

One unique practice in the Design Management Center is the “precedent design system,”Samsung’s
design driven strategy. The “precedent design system” mandates the designing of products before
the actual product is developed. Through customer research and lifestyle segmentation, the
designers develop design samples in advance. These samples are then storedin a database called
the “Design Bank” for future development and shared among other designers.Throughout its history,
Samsung has introduced a number of unique design features that have distinguished its mobile
phones. Early on in its mobile phone business efforts, Samsung changedthe location of the ‘SEND’
and ‘END’ buttons. The two buttons had been located on the lower side of the phone, but the
arrangement was inconvenient because one had to hold the phone with one hand and push ‘SEND’
or ‘END’ button using the other hand. By relocating the buttons just below the display window, it
became easy for a user to push either ‘SEND’ or ‘END’ with the same hand that was holding the
phone.

Samsung also fostered the development of “clamshell” type phones, and it was Samsung that first
designed a ‘dual-folder’ phone, which added an external display window to the clamshell type
phones. Also, Samsung’s Smart-Phone (a mobile phone/PDA handset), the MP3- Phone (with
integrated MP3 player), and the Watch-Phone (which was wearable on one’s wrist) were all the first
products of their kind in the world.
9
Recently, Samsung introduced the “Intenna” phone, which has an antenna embedded within the
phone body, making the phone slimmer. It has also released a phone with a touch-screen for playing
mobile games, and one equipped with a remote-control function.

Many authoritative design awards have already recognized Samsung’s excellence in design.
Samsung has been awarded the IDEA’s (Industrial Design Excellence Awards) many times. Most
recently, it won the “If Design Award 2004,” one of Europe’s most prestigious design awards, for
eight products, including one PDA phone and two mobile phones. Guk Hyun Chung, the director
of the Design Strategy Team, commented, “Our basic goal is to make customers recognize
Samsung’s products even when there is no logo attached.”

1.9 Global Marketing of Samsung

Samsung’s clever marketing strategies played an important role in lifting Samsung’s image from
that of a low-end manufacturer to that of a global digital technology leader. For effective global
marketing and branding, Samsung established a new organization to deal with its integrated global
marketing activities. Eric B Kim, who used to work at IBM, was recruited to lead the Global
Marketing Department. One of his most important decisions was to cease all existing contracts with
55 advertising agencies and to sign a $400 million contract with one ad agency, FCB Worldwide.
Since then, Samsung has unveiled a series of corporate branding campaigns

One of Samsung’s major global branding strategies is Olympic sponsorship. In 1996, Samsung was
an unofficial sponsor of the Atlanta 1996 Olympics, having sponsored the Samsung Expo in the
Pavilion of the Main Stadium. In the same year, Kun Hee Lee was selected as an IOC member, and
Samsung received an opportunity to participate in TOP (The Olympic Partners). In 1998, Samsung
participated in the Nagano Winter Olympics as an official sponsor, and assumed the responsibility
of providing all the mobile technologies needed for the Olympics. For this, Samsung allocated most
of its corporate resources to the mobile telecommunications business.

Samsung’s sponsorships in the world of golf also contributed to its global branding. Samsung
thought a great golfer would increase brand value and the reputation of the sponsor, so it decidedto
sponsor Seri Park just as her career was taking off in the USA. In addition, Samsung became an
official sponsor of the Samsung LPGA (Ladies Professional Golfer Association) World
Championship.

Movies have also taken on a significant role in Samsung’s marketing. For example, Samsung has
10
shown its products – such as its monitors, TVs, mobile phones, etc. – through product placementsin
many Hollywood movies. And for the popular movie ‘Matrix: Reloaded,’ Samsung actively
participated in developing the “Matrix Phone.”

1.10 Innovative Strategy Analysis of Samsung

1.10.1Innovative strategy

Samsung wants to inspire the world and create a sustainable environment for a better future. The
company listens to its customers and one thing that is loud coming from customers is the concernfor
the environment. Samsung’s innovation strategy for the future includes creating the Eco-
Management 2013 plan. This plan is to reduce greenhouse gas emissions from manufacturing
facilities by 50% and reduce indirect greenhouse gas emissions from all products by 84 million tons
over 5 years.

1.10.2 Innovative capabilities

 The competitive Supply chain

Samsung is unusual among mobile manufacturers in that it tends to use its own hardware
components to produce its handsets, rather than sourcing them from third parties, as it actually has
the resources to achieve this. Approximately 70% of the major components used in Samsung
Electronics smartphones come from in-house production. Samsung is so much more than a
smartphone-maker. It is a conglomerate, a manufacturer, and the world's largest chip-maker. It
makes many of the components that go into its smartphones giving it a cost advantage and allowing
it to be much more flexible in terms of what it produces and when. This table from JP Morgan
makes it clear how much Samsung produces on its own. The company’s supply chain is a
combination of outsourcing and in-house production a major difference from its main competitor,
Apple which relies entirely on contract manufacturers. Samsung has indicated its approach as a
competitive advantage for the company. Samsung manufactures more than 90% ofour products
internally and only relies on contractors for peripheral products such as components,feature phones
and handset cases.
Samsung believes this approach allows it to adapt quickly to changing market conditions. industry
analysts cite Samsung’s vertical integration as a competitive advantage for the company. It designs
and manufactures four of the most valuable components in handsets: application processors, Dram,
Nand flash and displays which together constitute about two-thirds of a phone’s bill of materials.

11
Apple, on the other hand, though it has a diverse, well-managed, and futuristic supply chain, relies
on external partners, which can lead to delays and difficulties.

 The rigid relationship with mobile carrier from feature phone

Samsung also has a huge advantage in distribution. Especially, Samsung already had relationships
with wireless carriers. It’s exceedingly hard to get your product in people’s hands without the helpof
carriers. They become your marketing assistant, your sales force, and your customer-support
division. Samsung already had relationships with more than 500 carriers around the world. It says
that Going from feature phones to smartphones was a flip of the switch for them.
 Leadership of Top management
There was ordered from top management in March 2010 to develop the smart phone to compete
with I- phone. Samsung concentrated on their all resource to release the Galaxy S with same dayof
I-Phone 4.
They hired s/w experts by 2 times comparing last year and the R&D investment used to develop the
Galaxy S.
 Forecasting the market transforming
The company moved aggressively into smartphones, throwing away the lower-margin feature
phones to which other manufacturers (such as Nokia) held on to support their business. “Samsung
could see that this is where the market was heading”

 Vertical integration
Another major part of the success of Samsung can be explained through their vertical integration.
Samsung possesses the capability to manufacture most products in-house, which enables them to
react to market changes with more speed than other manufacturers. For instance, Samsung fabricates
their own LCD-screens, has its own memory-plants and semi-conductor plants and fabricates its own
camera- sensors.

1.10.3 Resources of innovation

 Operations of Overseas Research Centers:

Samsung is innovating all around the globe with various R&D, Research Centers and partnerships
labs. These resources allow the company to maintain is fast follower track and keep introducing
new and revolutionary products to customers in a fast and effective manner.

12
  Participation in global consortiums:
With such innovative ideas as the Car Connectivity Consortium, Samsung is partnered with
automotive companies such as Daimler, GM, Honda, Hyundai, Toyota, and VW to drive "global
innovation for in- vehicle connectivity, “This alliance provides Samsung customers with in-vehicle
connectivity solutions in standards such as Terminal Mode, NFC and more. People want to use their
smartphones everywhere including in their cars. Samsung expects that the smartphone will be the
dominant hub for in-vehicle infotainment and connectivity.

 Mobile Technology Patents:

In the mobile market, patents are used for competitive advantage. Samsung is well known as a giant
in the mobile phones market thanks to its well established innovative reputation. This is greatly due
to the number of mobile patents the company holds in comparison the other big namesin the market.
Samsung has held on to its dominance in the number of patents since 2012 and theprediction is that
the company will remain as near the top if not even the top company in mobile patents even with
the rise of patents outputs coming out of competitors from China.

1.10.4 Innovation process

Samsung has been behind apple in terms of profit even though Samsung is on the top position in
smart phone sales. This result comes from the fact that Samsung has been targeting on market share,
not sales margin. This basic concept allows Samsung to adopt the marketing strategy such as low
pricing and multiple devices.
The company produces quickly, coming out with a variety of devices. It sees what the market
responds to, pushes successes, and kills failures. It is differentiated itself with larger screens,
different features, successful marketing, and delivering what consumers want.

13
 CHAPTER 2
2.1 Introduction

Research is a process of systematic inquiry that entails collection of data. documentation of critical
information. and analysis and interpretation of that data/information, in accordance with suitable
methodologies set by specific professional fields and academic disciplines. Research is conducted
to evaluate the validity of a hypothesis or an interpretive framework; to assemble a body of
substantive knowledge and findings for sharing them in appropriate manners; and to generate
questions for further inquiries. Simply put, research is the process of discovering new knowledge.
This knowledge can be either the development of new concepts or the advancement of existing
knowledge and theories, leading to a new understanding that was not previously known.

2.2 Meaning of Research Design

Research design is the framework of research methods and techniques chosen by a researcher. The
design allows researchers to hone in on research methods that are suitable for the subject matter and
set up their studies up for success.

2.3 Statement of the problem

In the present scenario, cellular phone companies have heavy competition in the mobile market. The
study covers the buying behaviour of consumers and the features that make Samsung mobile
different from others. Furthermore, this study also covers their strategies exercised by the companyto
be the first in India.

2.4 Scope of the study

The scope of the study is to identify the product features, buying motives, and behaviours of students
in the St. Claret College Bangalore.

14
2.5 Objectives of the study
 To know the consumer opinion towards Samsung mobiles.

 To identify the factors determining the purchasing behaviour of customers.

 To identify multiple strategies to enhance the consumer perception towards Samsung

mobiles.

 To study the satisfaction level of Samsung mobile phone users.

 To find out factors influencing while choosing a branch.

2.6 Research methodology

Methods used is descriptive method. Description method is a fact findings investigation with
adequate interpretation. A study on work environment of an organisation is done using simple
statically techniques like averages, percentages and graphs.

2.7 Sample technique

Considering the time factor and the cost involved in random sampling, Stratified sampling was
used to select the respondents. To have a wider group of respondents suitable for study, the
respondents were chosen based on their specialization. 20 students were selected from B.COM
and 30 students were selected form BBA.

2.8 Data collection methodology

 Primary data
Primary data are those which are collected for the first time and they are original in character. The
primary method of collecting data here was the survey method. The survey consists of gathering
ofinformation by interviewing limited number of people, i.e., respondents, selected from larger
crowd.In this method the information was obtained from the respondent by interviewing them. The
primarydata was collected from the respondents using questionnaire.

15
  Survey method
Survey research is a commonly used method of collecting information about a population of
interest. There are many different types of surveys, several ways to administer them, and many
methods of sampling.
 Secondary data
The secondary data is another form of data collection, where the data is collected from the existing
records, company manual and also through interest. Company profile other literatures other books
and journals were also made use of using various tools like has processed data collected the
secondary data was collected from the books and internet.
 Data Analysis
A data plan is a detailed proposal that structured a project work and it sates the objective of a project.
It also identifies the needed data resources, and described the methodology of conducting the study.
The analysis plan should describe the chat and the other data presentation methods. A strong plan
is crucial in the data analysis and the help the audience best understand the project.

2.9 Plan of analysis

After the collection of data, it will be put into a table format and then converted into graphs to get
clear idea about the study. It is done to understand the format and to analyse the data in an effective
way when put in a table it is easy to understand and interpret the data so that it can be properly
complied to find solution with the problem.

2.10 Tools and techniques of data collection

 Primary data: the primary tool used in data collection is questionnaire which was distributed
and data is collected from employees.
 Secondary data: secondary data is collected from various business magazines, journals,
broaches, printed company articles, books and company website.

16
2.11 Limitations of the study
 The study time was limited for a month

 It was time consuming method in which continuous guidance was required

 Also because of above mentioned constraints, the sample size chosen for the survey was
50 people
 It is possible that the information supplied by the information may be incorrect so, the
study may lack accuracy

 Information provided by the respondents maybe biased.

17
 CHAPTER 3
Data Analysis and Interpretation

Table 3.1 Showing mobile phone user percentage.

Respondents No of respondents Percentage of respondents

Yes 45 91%

No 5 9%

Total 50 100%

(Source: Primary data)

Interpretation:

The above table indicates number of mobile phone users who Data collected from 50 respondents
of the questionnaire are shown in the table in which 45respondents in St Claret College have
mobile phone and 5 respondents don’t have mobile phone.

18
 Figure 3.1 Showing mobile phone user percentage.

(Source: Primary data)

Inference:
From the above graphical representation, it is clear that data collected from 50 respondents of the
questionnaire are shown in the table in which 91% of the respondents in St Claret College have mobile
phones and the remaining 9% don’t have a phone.

19
 Table 3.2 Showing number of respondents who are aware of Samsung
brand

Percentage of
Respondents No of Respondents
respondents

Yes 50 100%

No 0 0

Total 50 100%

(Source: Primary data)

Interpretation:

The above table indicates number of respondents who are aware of Samsung brand it is clear that
data collected from 50 respondents of the questionnaire are shown in the table in which 50
respondents are aware of Samsung brand.

20
 Figure 3.2 Showing number of respondents who are aware of Samsung
brand

(Source: Primary data)

Inference:

From the above graphical representation, it is clear that data collected from 50 respondents of the
questionnaire are shown in the table in which 100% of the respondents are aware of Samsung
mobile phones.

21
 Table 3.3 Showing Samsung mobile user percentage

Percentage of
Respondents No of respondents
respondents

Yes 43 86%

No 7 14%

Total 50 100%

(Source: Primary data)

Interpretation:
The above table indicates number of Samsung mobile users who it is clear that data collected from
50 respondents of the questionnaire are shown in the table in which 43 respondents are using
Samsung mobile phones.

22
 Figure 3.3 Showing Samsung mobile user percentage

(Source: Primary data)

Inference:

From the above graphical representation, it is clear that data collected from 50 respondents of the
questionnaire are shown in the table in which 86% of the respondents are using Samsung mobile
phones where 14% of the respondents are using different brand.

23
 Table 3.4 Showing previous mobile brand used by respondents

Brand No of respondents % of respondents

Apple 6 12%

Realme 14 28%

Xiaomi 18 36%

Other 12 24%

Total 50 100%

(Source: Primary data)

Interpretation:

The above table shows the number of previous mobile brand used by the respondents. Around 6 people
have used Apple devices, 14 of them have used Realme and 18 people have used Xiaomi, remaining
12 of them have used some other brand.

24
 Figure 3.4 Showing previous mobile brand used by respondents

(Source: Primary data)

Inference:

The above figure shows the percentage of previous mobile brand used by the respondents. Around
36% have used Xiaomi devices, 28% have used Realme and 12% have used Apple and the
remaining 24% of respondents have used mobile of some other brand.

25
 Table 3.5 Showing the reason for giving up previous brand

Respondents No of respondents % of respondents

Smart Upgrade 28 56%

Not Getting Updates 6 12%

Anymore

Crashing or Freezing Issue 14 28%

Other 2 4%

Total 50 100%

(Source: Primary data)

Interpretation:

In the above table shows that 28 respondents gave up previous brand to upgrade their device, 6 of them
were using outdated and not getting any updates, 14 respondents were facing freezing and crashing
issues and 2 of them had other reason for giving up their devices.

26
 Figure 3.5 Showing the reason for giving up previous brand

(Source: Primary data)

Inference:

From the above graphical representation, it is clear that data collected from 50 respondents of the
questionnaire are shown in the figure in which 56% gave up previous brand to upgrade their device,
28% were facing freezing and crashing issue 12% were using outdated device and were not getting
any updates 4% had other reason for giving up their devices.

27
 Table 3.6 Showing the factors influencing while purchasing mobile

Factors No of respondents % of respondents

Brand Name 12 24%

Service 15 30%

Design 9 18%

Specifications 14 28%

Total 50 100%

(Source: Primary data)

Interpretation:

The above table indicates that out of 50 respondents, 12 respondents have influenced by the brand
name, 15 respondents are influenced by the service, 9 respondents influence by the design of
mobile phones, and around 14 of the respondents are influenced by the specifications.

28
 Figure 3.6 Showing the factors influencing while purchasing mobile

(Source: Primary data)

Inference:

From the above graphical representation, it is shown that out of 50 respondents, around 24%
respondents have influenced by the brand name, 30% respondents are influenced by the service,
18% respondents influence by the design of mobile phones, and around 28% of the respondents
areinfluenced by the specifications.

29
Table 3.7 Showing revealing the brand name influence when buying mobile

Respondents No of respondents % of respondents

Agree 38 76%

Disagree 12 24%

Total 50 100%

(Source: Primary data)

Interpretation:

The above table indicates the brand name influence when buying mobile, out of 50 respondents,
38respondents agree that brand name influences when buying mobile, remaining 12 disagree that the
brandname will not influence the purchase of mobile phone.

30
Figure 3.7 Showing revealing the brand name influence when buying mobile

(Source: Primary data)

Inference:

From the above graphical representation, it indicates that 76% respondents agree that brand name
influence when buying mobile, remaining 24% respondents disagree that brand name will not
influence when buying mobile.

31
 Table 3.8 Showing the opinion of users whether price an imperative factor
to consider

Respondents No of respondents % of respondents

Yes 44 88%

No 6 12%

Total 50 100%

(Source: Primary data)

Interpretation:

From the above table, it is clear that data collected from 50 respondents of the questionnaire are
shown in the table in which 44 respondents agree that opinion of users whether price an imperative
factor to consider is important and 6 respondents disagree.

32
Figure 3.8 Showing the opinion of users whether price an imperative factor
to consider

(Source: Primary data)

Inference:

From the above graphical representation, it is clear that data collected from 50 respondents of the
questionnaire are shown in the table in which 88% respondents agree that opinion of users whether
price an imperative factor to consider is important and 12% respondents disagree.

33
 Table 3.9 Showing comparison of mobile brand with Samsung mobile

Factor No of respondents % of respondents

Fast processor 18 36%

24%
Better battery backup 12

Good camera 15 30%

None of these 5 10%

Total 50 100%

(Source: Primary data)

Interpretation:

The above table indicates that out of 50 respondents, 12 respondents gave up their previous brand
because lack of fast processor, 12 respondents gave up because of better battery backup, 15
respondents gave up because of low quality camera and around 5 of the respondents gave up their
previous brand because of some other reason.

34
 Figure 3.9 Showing comparison of mobile brand with Samsung mobile

(Source: Primary data)

Inference:

From the above graphical representation, out of 50 respondents, 36% respondents gave up their
previous brand because lack of fast processor, 24% respondents gave up because of better battery
backup, 30% respondents gave up because of low quality camera and around 10% of the
respondents gave up their previous brand because of some other reason.

35
 Table 3.10 Showing do they faced any problem because of Samsung

% of
Responds No. of respondents
respondents

Yes 22 44%

No 28 56%

Total 50 100%

(Source: Primary data)

Interpretation:

From above table it shows that if there is any problem faced by Samsung, out of 50 respondents,
22respondents don’t have any problem faced my Samsung, and remaining 28 respondents are
facing problem in Samsung.

36
 Figure 3.10 Showing do they faced any problem because of Samsung

(Source: Primary data)

Inference:

From the above graphical representation, it shows that if there is any problem faced by Samsung, out
of 50 respondents, 44% respondents don’t have any problem faced my Samsung, and remaining 56%
respondents are facing problem in Samsung.

37
 Table 3.11 Showing problems faced while using Samsung Mobile

% of
Factors No. of respondents
respondents

Heating issue 18 36%

Poor camera 8 16%

Insufficient storage 14 28%

Others 10 20%

Total 50 100%

(Source: Primary data)

Interpretation:

From the above table we can understand that, heating is the major problem faced by 18 respondents,
Camera issues are faced by 8 candidates, insufficient storage is the second most common problem
faced by 14 respondents and 10 respondents have other issues when using Samsung mobiles.

38
 Figure 3.11 Showing problems faced while using Samsung Mobile

(Source: Primary data)

Inference:

From the above graphical representation, we can understand that, heating is the major problem
faced by 36% respondents, Camera issues are faced by 16% candidates, insufficient storage is the
second most common problem faced by 28% respondents and 20% respondents have other issues
when using Samsung mobiles.

39
 Table 3.12 Showing opinion about build quality of Samsung mobile

% of
Opinion No. of respondents
respondents

Best 10 20%

Good 18 36%

Average 15 30%

Bad 7 14%

Total 50 100%

(Source: Primary data)

Interpretation:
The above table indicates that out of 50 respondents, 10 respondents agree that the quality of the
mobile is best, 18 respondents thinks the quality is good, 15 thinks that its average, and 7
respondents thinks Samsung brand should build the quality.

40
 Figure 3.12 Showing opinion about build quality of Samsung mobile

(Source: Primary data)

Inference:
The above figure indicates that out of 50 respondents, 20% respondents agree that the quality of
themobile is best, 36% respondents thinks the quality is good, 30% thinks that its average, and
14% respondents thinks Samsung brand should build the quality.

41
 Table 3.13 Showing the factors that influences users to buy a Samsung
mobile

% of
Factors No. of respondents
respondents

Processor 18 36%

Camera 23 46%

Storage 5 10%

Other 4 8%

Total 50 100%

(Source: Primary data)

Interpretation:

The above table shows the factors influencing users to buy Samsung mobile, out of 50 respondents, 18
respondents were influenced by the processor, 23 respondents were influenced by camera quality, 5
respondents were influenced by storage and remaining 4 respondents were influenced by other
features.

42
 Figure 3.13 Showing the factors that influences users to buy a Samsung
mobile

(Source: Primary data)

Inference:
The above figure shows the factors influencing users to buy Samsung mobile, out of 50 respondents,
36% respondents were influenced by the processor, 46% respondents were influenced by camera
quality, 10% respondents were influenced by storage and remaining 8% respondents were influenced
by other features.

43
 Table 3.14 Showing whether Samsung offer value for money

Responds No. of respondents % of respondents

Yes 42 84%

No 8 16%

Total 50 100%

(Source: Primary data)

Interpretation:

From the above table it indicates whether Samsung offer value for money, out of 50 respondents,
42 respondents agree that Samsung offers worth the money, and 8 candidates disagree that
Samsung doesn’t value the money.

44
 Figure 3.14 Showing whether Samsung offer value for money

(Source: Primary data)

Inference:

From the above figure it indicates whether Samsung offer value for money, out of 50 respondents, 84%
respondents agree that Samsung offers worth the money, and 16% candidates disagree that Samsung
doesn’t value the money.

45
 Table 3.15 Showing favourite feature in Samsung mobile

% of
Factors No. of respondents
respondents

Processor 13 26%

Camera 27 54%

Storage 10 20%

Others 0 0%

Total 50 100%

(Source: Primary data)

Interpretation:

From the above table it shows the favourite feature in Samsung mobile, out of 50 respondents, 13
respondents favourite is processor, 27 respondents like camera quality, and 10 respondents favourite
isstorage capacity.

46
 Figure 3.15 Showing favorite feature in Samsung mobile

(Source: Primary data)

Inference:

From the above table it shows the favourite feature in Samsung mobile, out of 50 respondents, 26%
respondents favourite is processor, 54% respondents like camera quality, and 20% respondents
favourite is storage capacity.

47
 Table 3.16 Showing opinion about the battery back up

% of
Replies No. of respondents
respondents

Good 30 60%

Average 17 34%

Bad 3 9%

Total 50 100%

(Source: Primary data)

Interpretation:

From the above table it shows the opinion about the battery backup, out of 50 respondents, 30
respondents think the battery backup of Samsung is good, 17 respondents think that its average, and
3respondents thinks battery backup is bad in Samsung.

48
 Figure 3.16 Showing opinion about the battery back up

(Source: Primary data)

Inference:

From the above graphical representation, it shows the opinion about the battery backup, out of 50
respondents, 60% respondents think the battery backup of Samsung is good, 34% respondents think
thatits average, and 9% respondents thinks battery backup is bad in Samsung.

49
 Table 3.17 Showing opinion about the customer service of Samsung

% of
Result No. of respondents
respondents

Good 30 60%

Average 15 30%

Bad 5 10%

Total 50 100%

(Source: Primary data)

Interpretation:

From the above table it shows the opinion about the customer service of Samsung, out of 50 respondents,
30 respondents think the customer service is good, 15 respondents think that its average, and 5
respondents think customer service of Samsung is bad.

50
 Figure 3.17 Showing opinion about the customer service of Samsung

(Source: Primary data)

Inference:

From the above figure it shows the opinion about the customer service of Samsung, out of 50
respondents, 60% respondents think the customer service is good, 30% respondents think that its
average, and 10% respondents think customer service of Samsung is bad.

51
 Table 3.18 Showing whether user is receiving regular software updates

Respondents No. of respondents % of respondents

Yes 35 70%

No 15 30%

Total 50 100%

(Source: Primary data)

Interpretation:

From the above table it shows that whether user is receiving regular software updates, out of 50
respondents, 35 respondents agree that they are receiving regular update on software, 15
respondentsdisagrees it.

52
 Figure 3.18 Showing whether user are getting regular software updates

(Source: Primary data)

Inference:

From the above figure it shows that whether user is receiving regular software updates, out of 50
respondents, 70% respondents agree that they are receiving regular update on software, 30%
respondents disagrees it.

53
 Table 3.19 Showing the number of users who will suggest Samsung to
friends and relative

Responds No. of respondents % of respondents

Yes 37 74%

No 13 26%

Total 50 100%

(Source: Primary data)

Interpretation:

The above table shows the number of users who will suggest Samsung to friends and relative, out of
50respondents, 37 respondents agree to suggest Samsung to friends and relative and remaining 13
respondents disagrees it.

54
 Figure 3.19 Showing the number of users who will suggest Samsung to
friends and relative

(Source: Primary data)

Inference:
The above figure shows the number of users who will suggest Samsung to friends and relative, out
of50 respondents, 74% respondents agree to suggest Samsung to friends and relative and remaining
26%respondents disagrees it.

55
 Table 3.20 Showing preference in next purchase

Response No. of respondents % of respondents

Yes 36 72%

No 14 28%

Total 50 100%

(Source: Primary data)

Interpretation:

From the above table it shows the preference in next purchase, out of 50 respondents,36 respondents
agree to purchase Samsung mobile next, 14 respondents are not willing to purchase.

56
 Figure 3.20 Showing preference in next purchase

(Source: Primary data)

Inference:

From the above figure it shows the preference in next purchase, out of 50 respondents, 72%
respondents agree to purchase Samsung mobile next, 28% respondents are not willing to purchase.

57
Table 3.21 Showing the level of satisfaction/rating towards Samsung mobile

Response No. of respondents % of respondents

Highly Satisfied 13 26%

Satisfied 23 46%

Neutral 10 20%

Dissatisfied 4 6%

Total 50 100%

(Source: Primary data)

Interpretation:

From the above table it shows the satisfaction level and rating towards Samsung mobile, out of 50
respondents, 13 respondents are highly satisfied, 23 respondents satisfied, 10 respondents are neutral,
and 4 respondents are dissatisfied with Samsung mobile.

58
 Figure 3.21 Showing the level of satisfaction/rating towards Samsung
mobile

Inference:
From the above figure it shows the satisfaction level and rating towards Samsung mobile, out of
50respondents, 26% respondents are highly satisfied, 46% respondents satisfied, 20% respondents
areneutral, and 6% respondents are dissatisfied with Samsung mobile.

59
 CHAPTER 4
4.1 Findings

 It is found that almost 96% of the respondents have a mobile phone.

 The study shows that 100% of respondents are aware of the Samsung brand

 The majority of users have or are using Samsung mobile

 The majority of users used Xiaomi device as their previous mobile

 It is found that users buy a new device to upgrade their old device or after facing cashing
and freezing issue
 It is found that the brand name and after-sale service are the main factors that influence the
purchasing mobile
 It is found that the brand name influences about 76% of buyers

 The majority of the users responded that price is an essential factor to consider when buying
mobile
 It is found that the users prefer Samsung because of its good camera and fast processor

 The study shows that 44%of users have faced some problems while using Samsung mobile

 It is found that the heating is the major problem faced by Samsung mobile users

 The majority of users said the build quality of Samsung mobile is good and average.

 It is found that the camera and processor is a factor that attracts more users to Samsung
mobile. the camera is the favorite feature of user in Samsung mobile
 It is found that Samsung mobile offer value for money and good battery backup

 It is found that the service provided by Samsung mobile is good

 The study shows that the proper updates and security patches are given to 70% of users

 The study shows that 74% of users will suggest Samsung to their friends and family

 The study shows that most of the users are satisfies with Samsung mobile

60
4.2 Suggestions
 The company can focus on providing powerful processor and improving camera quality as
they are the user's favorite and attractive feature of Samsung mobile
 The company should focus on the steps that should be taken to resolve the heating and
lagging issue which many users face
 The company should focus on users since 44% of users have faced some problems while
using Samsung mobile, the company must take a survey and try to fix these problems
through updates
 The company can improve their after sale service for their mid-range device users.

 Because of social influence, people preferring smartphones but the Samsung phone price is
not equal to the phone features is the drawback can be removed by the manufactures. So that
smartphones customers will be satisfied and good competition will be stayed in the market
 The company should focus on people who buy smartphones expecting many features, in
Samsung much innovation is already satisfied by customers, improving in innovation of
additional features will give a good competition
4.3 Conclusion

This study concludes that most people prefer using Samsung mobile because it provides features
like a good camera, better battery backup, powerful processor at a budget-friendly rate. Overall,
the customers have a very positive experience regarding the usage of Samsung mobiles. And are
willing to buy Samsung mobile in next purchase
The results of the study indicate that mobile phones are no longer the status symbol for the
consumers. Brand name, quality and features in a handset are preferred over their prices. Students
here are tech savvy and required new innovative features in mobile phones every new day. The
cellular companies should take necessary steps to give special promotional schemes for disabled,
students and women, and try to reduce the health side effects from mobile usage etc. In order to
increase the market share, the Samsung mobile bring more add on facilities in their mobiles, but
all the customers are unable to access it due to lack of the awareness. Hence, the company can
come forward for free demonstration to all the consumers and they may create a chance to use all
these services.

61
 BIBLIOGRAPHY

Journals
 Dr. Dawar Sunny. “Impact of Brand Love on Consumer Behavior-A Comparative Study
of Samsung and Videocon Brands.” Asian Journal of Multidimensional Research 2019.
 Mr. Bankapur Bangarappa, and Dr. Shiralashetti A.S. “Customer Satisfaction towards
Samsung Mobile Phones in Hubli-Dharwad City.” International Journal of
Multidisciplinary Research, 2017.
 Joel Billieux. “Study What Makes Games Addictive” Potential Behavior, 2017.
 Kannusamy K.1, and Karthika S. “Customers’ Satisfaction towards Samsung Smartphone:
A Study in Gobichettipalayam Town, Erode District.” Al-Barkaat Journal of Finance &
Management, 2015.
 Mrs. Jagadhambal A, and Mrs. Karpagambigai K. “A Study on Customer Satisfaction
towards Samsung Mobile Phones with Special Reference to Coimbatore City.” ZENITH
International Journal of Multidisciplinary Research, 2015.
 Subramanyam, and Venkateswarlu. Factors Influencing Mobile Phone Buyers’ Buyer
Behavior in India’s Kadapa District. 2012.
 Mack and Sharpies . “Cost and choice” 2009.
 Liu .“Customer choice and trend” 2002.
 Lee and feich . “Quality and customer satisfaction” 2001.

Books
Gudergan S, Lovelock C, Kotler P, Best R., Patterson, P,Walker R, and Perrott Contemporary
marketing management. French’s Forest, N.S.W, Pearson Custom Publishing-2004

Websites
 https://www.wikipedia.org/
 https://www.academia.edu

62
 QUESTIONNAIRE
I am Kavana P of Final year BBA from St. Claret College & as per curriculum, I am conducting a
survey on consumer satisfaction towards Samsung mobiles. I would be grateful if you can spare your
valuable time and co-operate with me by answering to the best of your knowledge.

1. Name:

2. Age:

3. Qualification:

4. Gender

 Male

 Female

 Others

5. Are you using mobile phone?

 Yes

 No
6. Are you aware of the Samsung brand?
 Yes
 No
7. Are you using a Samsung Mobile Phone?
 Yes
 No
8. Which other brands have you used?
 Apple
 Realme
 Xiaomi
 Other

63
9. What made you give up the previous brand?
 Smart Upgrade
 Not Getting Updates Anymore
 Crashing or Freezing Issue
 Other
10. What are the factors influencing while purchasing mobile?
 Brand Name
 Service
 Design
 Specifications
11. Brand name is an important factor when making a buying decision?
 Agree
 Disagree
12. Is price an imperative factor to consider?
 Yes
 No
13. By comparing your previous brand with Samsung in what features Samsung
outshines?
 Faster processor
 Better battery backup
 Good camera
 None of these
14. While using Samsung mobile do you faced any problem?
 Yes
 No
15. What are the problems faced while using Samsung mobile?
 Heating issue
 Poor camera
 Insufficient storage
 Others

64
16. What is your opinion about the build quality of Samsung mobile?
 Best
 Good
 Average
 Bad
17. Motivational factors to buy a Samsung mobile?
 Processor
 Camera
 Storage
 Others
18. Does Samsung mobile phones offer value for money?
 Yes
 No
19. Which is your favorite features in Samsung mobile?
 Processor
 Camera
 Storage
 Others
20. How do you feel about the battery backup?
 Best
 Average
 Bad
21. What is your opinion about the customer service of Samsung?
 Good
 Average
 Bad
22. Are you receiving regular software updates and security patches?
 Yes
 No

65
23. Will you prescribe/recommend Samsung brand phones to others?
 Yes
 No
 Maybe
24. Do you prefer Samsung in your next purchase?
 Yes
 No
25. Level of satisfaction/Rating towards the Samsung brand?
 Highly satisfied
 Satisfied
 Neutral
 Dissatisfied

66