CUSTOMER SATISFACTION SURVEY ON

SAMSUNG MOBILE (IN SV UNIVERSITY)

BY
B.PRANATHI
•To study the study the factors
influencing satisfaction of Samsung
customers.
•To measure Samsung customers
satisfaction levels.
•To redesign the marketing strategies
if required.
 INDUSTRY PROFILE

• It was founded in 1923.

• Headquarters are located in Suwon, South
Korea.
• Revenue is $95 billion in 2017.
• Net income is $70 billion in 2017.
• Since 2012 it held 20 to 30 percent of market
share in the world.
 Market share in %
Company Market share in %
Samsung 18.7
Apple 18.2
Samsung
Huawei 16.1 Apple
Huawei
Xiaomi 7.6 Xiaomi

Oppo 7.8 Oppo

Others
Others 31.5
 RESEARCH METHODOLOGY:
• RESEARCH DESIGN: DESCRIPTIVE DESIGN
• DATA SOURCE:
• SECONDARY SOURCE: Survey Monkey.com
• PRIMARY SOURCE: Through Questionnaire
• RESEARCH APPROACH: Through Survey
• RESEARCH INSTRUMENT: Questionnaire
• SAMPLING PLAN:
• SAMPLE SIZE – 99
• SAMPLE FRAME – TIRUPATI
• SAMPLE METHOD – CONVENIENCE SAMPLING
• CONTACT METHOD: PERSONAL
• STATISTICAL TOOL: CHI SQUARE TEST
 CUSTOMER SATISFACTION:

• CUSTOMER SATISFACTION SURVEY IS A MEASURE OF

HOW PRODUCTS AND SERVICES SUPPLIED BY A COMPANY
MEET CUSTOMER EXPECTATION.
• IN GENERAL CUSTOMER RESPONSES ARE COLLECTED
AND USED TO ANALYZE WHETHER ANY CHANGES NEED
TO BE MADE TO INCREASE THE OVER ALL SATISFACTION
OF CUSTOMERS.
• CUSTOMER SATISFACTION IS DIRECTLY CONNECTED TO
CUSTOMER NEEDS.
 GENDER DISTRIBUTION:

PARTICU NO OF %
LARS RESPON
DENTS
MALE 41 41.41% MALE
FEMALE
FEMALE 58 58.58%

INTERPRETATION: FROM THE ABOVE CHART, WE CAN CONCLUDE THAT 41%

OF THE RESPONDENTS ARE MALE AND 59% OF THE RESPONDENTS ARE FEMALE.
 AGE DISTRIBUTION:
21 22 23 >23

AGE NO.OF PERCEN

RESPON TAGE 12%
DENTS 31%
18%
21 31 31.31 %
22 38 38.38%
23 18 18.18% 40%

>23 12 12.12%
TOTAL 99 100%

INTERPRETATION:FROM THE ABOVE CHART WE CONCLUDE THAT 31% OF RESPONDENTS

ARE OF AGE 21, WHILE 38% ARE OF AGE 22, 18% ARE OF AGE AND 12% ARE OF AGE >23
YEARS.
 CATEGORY OF THE MOBILE

NO OF RESPONDENTS

CATEGORY NO OF %
RESPONDENTS

FEATURE 15 15.15%
PHONES FEATURE PHONES
GALAXY SERIES
NOTE SERIES
GALAXY SERIES 62 62.62%

NOTE SERIES 22 22.22%

INTERPRETATION: FROM THE ABOVE TABLE 15% OF THE RESPONDENTS ARE USING FEATURE
PHONES WHILE 63% OF THE RESPONDENTS ARE USING GALAXY SERIES AND 22% ARE
USING NOTE SERIES.
 FREQUENCY OF CHANGING MOBILE
No of respondents

Time period No of %
respondents
Half yearly 32 32.32
Half yearly
Yearly 44 44.44 Yearly
Once in two years
Once in two 23 23.23
years

INTERPRETATION: FROM THE ABOVE TABLE IT IS CONCLUDED THAT MOST OF THE

SAMSUNG USERS ie.,44.44% CHANGE THEIR MOBILES YEARLY.
 PLACE OF PURCHASE
PLACE NO OF %
RESPONDAN
TS
NEARBY 45 45.45
SAMSUNG FEATURES

STORES DESIGN
COLOR
ONLINE 32 32.32

OTHERS 22 22.22

INTERPRETATION: FROM THE ABOVE TABLE IT IS CONCLUDED THAT 45% RESPONDANTS

BUY SAMSUNG MOBILES FROM NEARBY SAMSUNG STORES 32% RESPONDANTS BUY FROM
ONLINE AND 22.22% BUY FROM OTHER SOURCES.
 SIZE PREFERENCE
SIZE NO OF % NO OF RESPONDENTS
RESPON
DENTS

SLIM 56 56.56
SLIM
MEDIUM 29 29.29 MEDIUM
HEAVY
HEAVY 14 14.14

INTERPRETATION: FROM THE ABOVE TABLE IT CAN BE CONCLUDED THAT MOST

OF THE SAMSUNG CUSTOMERS(56.56%) PREFER SLIM SIZE MOBILES.
 FEATURES MOSTLY PREFERED
NO OF RESPONDENTS
FEATURES NO OF %
RESPONDE
NTS
DESIGN 25 25.25 DESIGN
COLOR
COLOR 22 22.22 BATTERY
MEMORY
BATTERY 29 29.29
OTHERS
CAPACITY
MEMORY 23 23.23
OTHERS 20 20.20

INTERPRETATION: FROM THE ABOVE TABLE IT CAN BE CONCLUDED THAT MOST OF

THE SAMSUNG USERS (29.29%)PREFER BATTERY CAPACITY.
 COLOUR PREFERENCE

COLOUR NO OF %
RESPONDEN
TS
BLACK 29 29.29%
BlACK
GOLD 34 34.34% GOLD
WHITE
WHITE 21 21.21%
GREY

GREY 15 15.15%

INTERPRETATION: FROM THE ABOVE CHART MOST OF THE RESPONDENTS PREFER THE
COLOUR GOLD.
 MEDIUM OF AWARENESS
NO OF RESPONDENTS
MEDIUM NO OF %
RESPONDE
NTS
TV ADS 32 32.32
TV ADS

SOCIAL 24 24.24 SOCIAL MEDIA

MEDIA FRIENDS
OTHERS
FRIENDS 23 23.23
OTHERS 20 20.20

INTERPRETATION: FROM THE ABOVE TABLE IT IS CONCLUDED THAT MOST OF THE

CUSTOMERS (32.32%) ARE AWARE OF SAMSUNG MOBILES THROUGH TV ADS.
 PRICE RANGE

PRICE NO OF %
RESPONDE NO OF RESPONDENTS
NTS
<25000 36 36.36%

25000- 22 22.22% <25000

50,000 25000-50,000
50000-75,000
50000- 16 16.16% >75000
75,000
>75000 25 25.25%

INTERPRETATION: FROM THE ABOVE CHART MOST OF THE RESPONDENTS PREFER A PRICE
RANGE OF <70,000.
 STRONG COMPETITOR
NO OF RESPONDENTS
COMPANY NO OF %
RESPONDAN
TS
APPLE 33 33.33 1
2
HUAWEI 20 20.20 3

OPPO 25 25.25 >3

OTHERS 21 21.21

INTERPRETATION: FROM THE ABOVE TABLE IT CAN BE CONCLUDED THAT APPLE IS

THE STRONGEST COMPETITOR OF SAMSUNG.
 PURPOSE OF PURCHASE
NO OF RESPONDENTS
PURPOSE NO OF %
RESPONDENT
S
BUSINESS 10 10.10
ENTERTAINM 30 30.30 BUSINESS

ENT ENTERTAINMENT
COMMUNICATION
COMMUNICA 42 42.42 OTHERS
TION
OTHERS 18 18.18

INTERPRETATION: FROM THE ABOVE TABLE IT IS FOUND THAT MOST OF THE

RESPONDENTS(42.42) USE THEIR MOBILES FOR COMMUNICATION PURPOSES.
 PREFERABLE STORAGE CAPACITY

STORAGE NO OF %
RESPONDEN
TS
16GB 0 0 NO OF
RESPONDENTS
32GB 0 0 40

64GB 99 100

INTERPRETATION: FROM THE ABOVE TABLE IT CAN BE CONCLUDED THAT ALL

THE RESPONDENTS PERFER 64 GB STORAGE CAPACITY.
 YEARS OF SAMSUNG MOBILES USAGE

NO. OF NO.OF %
YEARS RESPONDE
NTS
6 MONTHS 11 11,11% 6MONTHS
1 YEAR 24 24.24% 1 YEAR
2 YEARS 27 27.27%
>2 YEARS 37 37.37%

INTERPRETATION: FROM THE ABOVE TABLE IT IS CLEAR THAT 11% ARE USING SAMSUNG
MOBILE FOR 6 MONTHS WHILE 24% ARE USING THEM FOR 1 YEAR, 27% ARE USING THEM
SINCE 2 YEARS AND 38% ARE USING THEM FOR MORE THAN 2 YEARS.
 NO OF MOBILES OWNED
NO OF RESPONDENTS
NO OF NO OF %
MOBILES RESPONDE
NTS
1 53 53.53 1
2
2 24 24.24
3
3 12 12.12 >3

>3 10 10.10

INTERPRETATION: FROM THE ABOVE TABLE IT CAN BE CONCLUDED THAT

MOST OF THE RESPONDENTS OWN ONLY ONE MOBILE.
 ATTRACTIVE PROMOTIONAL OFFERS
TYPE OF NO OF % NO OF RESPONDENTS
PROMOTI RESPOND
ON ENTS
FREE 40 40.40
GIFTS
COMBO 24 24.24 20.2

OFFERS COMBO OFFERS

DISCOUNTS
DISCOUN 35 35.35
TS

INTERPRETATION:FROM THE ABOVE TABLE IT CAN BE CONCLUDED THAT MOST

OF THE RESPONDENTS(40.40%) ARE ATTRACTED BY FREE GIFTS.
 SATISFACTION WITH SAMSUNG MOBILES
PARTICULAR NO OF %
RESPONDEN Sales
TS Highly Satisfied Satisfied
HIGHLY 36 36.36% Indifferent Dissatisfied
SATISFIED
Highly dissatisfied
SATISFIED 21 21.21%

INDIFFERENT 2 2.02% 17%

36%
DISSATISFIED 23 23.23% 24%
HIGHLY 17 17.17% 21%
DISSATISFIED 2%

INTERPRETATION: FROM THE ABOVE CHART 36% OF THE RESPONDENTS ARE HIGHLY
SATISFIED WITH SAMSUNG MOBILES.
 RATINGS
RATING NO OF % NO OF RESPONDENTS
RESPONDE
NTS
5* 42 42.42 5*

4* 30 30.30 4*
3*
3* 14 14.14 2*
1*
2* 9 9.09
1* 6 6.06

INTERPRETAION: FROM THE ABOVE TABLE IT CAN BE CONCLUDED THAT MOST OF

THE RESPONDENTS(42.42) GAVE 5* RATING FOR SAMSUNG MOBILES.
CHI SQUARE ANALYSIS:
• Ho: The Satisfaction level of Customer is independent
of gender.

GENDER/S SATISFIED INDIFFERE DISSATISFI TOTAL

ATISFACTI NT ED
ON
MALE 17 1 23 41
FEMALE 40 1 17 58
TOTAL 57 2 40 99
O E O-E [(O-E)-5]*[(O- (0-E)-0.5/E
E)-5)

17 23.60 -6.6 50.41 2.13

40 33.39 6.61 37.33 1.11

1 0.82 0.18 0.10 0.12

1 1.17 -0.17 0.44 0.37

23 16.56 6.44 35.28 2.13

17 23.43 -6.43 35.16 1.5

• CALCULATED CHI SQUARE VALUE = 7.36
• DEGREES OF FREEDOM = (r-1)(c-1)
= (2-1)(3-1)
= (1)(2)
=2
• INFERECE:
The calculated CHI-SQUARE value(7.36) is less than the
critical value (5.91) at 5% level of significance and at 2
degrees of freedom.
So, we reject the null hypothesis.
Hence we conclude that the satisfaction levels of customers is
dependent of gender.
SUGGESTIONS:

• Introduce more features.

• Increase the quality of customer services.
• Provide offers to attract customers and increase market
share.
CONCLUSION:

• Most of the customers are satisfied with the

Samsung mobiles.
• Most of my respondents chose Samsung
galaxy series mobiles.
THANK YOU