Black Book

CONSUMER BEHAVIOUR TOWARDS SAMSUNG MOBILE
ABSTRACT
The mobile manufacturing companies are growing rapidly and introducing new models
with latest technologies to the society. Consumers are aware of the recent facilities
available in the mobile phones in different companies and also the prices of mobiles. The
manufactures are competing to attract the consumers, to increase their sales and fulfill
consumers needs and wants. However in the present competitive scenario acquiring
consumers satisfaction is a tough task. Indian mobile market adopts various new
innovative techniques to handle their consumers. The promotional measures are adopted
likely Free and more accessories, low cost, service centre and spare parts availabilities,
insurance scheme for mobile, mobile safety locking system, mobile exchange system, at
most care for consumer complaints etc The present study aims to descriptive study the
consumer awareness relates to the usage of samsung mobiles, test the significance
between the socio economic factors and sources of awareness, test analysis of variance
between gender and occupation and consumer attitude analysed. The primary data is
collected with the interview schedule to analysis. The tools such as percentage analysis,
chisquare analysis, Likert scale, anova to analyse the variance and weighted average
ranking techniques are used. The study concludes that there is significance between socio
economic factors and awareness of samsung mobiles. Majority of the consumers required
water proof mobile and increase facilities in samsung mobiles; opinioned to reduce the
mobile health effects, and free from problems.
1
BACKGROUND OF THE STUDY

My study is about Samsung company ltd. The main object of the study is to find out the
consumer and retailers perception towards Samsung products.
For this I have to analyze the followings:
Marketing analysis
Advertisement strategy analysis
Profit Analysis
Swot analysis
STP Analysis
Pestle analysis
Product analysis
Pricing analysis
Competitor analysis
Consumer perception analysis
Retailer perception analysis

2
SMARTPHONES (MOBILE PHONES)

A smartphone or smart phone is a mobile phone with an advanced mobile
operating system which combines features of a personal computer operating
system with other features useful for mobile or handheld use. They typically
combine the features of a cell phone with those of other popular mobile devices,
such as personal digital assistant (PDA), media player mind GPS navigation unit.
Smartphones are used to make phone calls and send text messages but they can
also be used for accessing the internet and check your emails, search the internet
and much more.
A smartphone can:
Make voice calls (of course!)
Make video calls
Access the internet and browse the web
Take photos, and upload them to the web
Navigate with GPS if the phone has GPS built-in
Play back music and video stored on the phone (and connect to a PC to copy
media to it)
Manage your contacts and appointments
Send emails
Play in-built games
Run new applications and games downloaded for the internet.
3
There are many different brands of smartphones
e.g. iPhones made by Apple
Android Phones made by Samsung, HTC, etc. 8
Windows Phones made by Nokia
The difference between each phone is that they have a different operating system
developed by the different manufacturers
Most Smartphones produced from 2012 onwards also have high-speed mobile
broadband 4G LTE internet, motion sensors, and mobile payment mechanisms.
In 2014, sales of smartphones worldwide topped 1.2 billion, which was up 28%
from 2013.
4
INTRODUCTION
SAMSUNG ELECTRONICS
Samsung Electronics Co., Ltd is a South Korean multinational electronics company
headquartered in Suwon, South Korea. It is the world's second largest information
technology company by revenue after Apple.
It is the world's largest manufacturer of mobile phones and smartphones fueled by the
popularity of its Samsung Galaxyline of devices. The company is also a major vendor
of tablet computers, particularly its Android-powered Samsung Galaxy Tab collection,
and is generally regarded as pioneering the phablet market through the Samsung Galaxy
Note family of devices.
Samsung has been the world's largest television manufacturer since 2006, and the world's
largest manufacturer of mobile phones since 2011. It is also the world's largest memory
chips manufacturer.
Samsung's flagship mobile handset line is the Samsung Galaxy S, which many consider a
direct competitor of the Apple iPhone. It was initially launched in Singapore, Malaysia
and South Korea in June 2010, followed by the United States in July. It sold more than
one million units within the first 45 days on sale in the United States.
5
HISTORY
Samsung Group, based in Seoul, is South Koreas largest business group. The
multinational conglomerate contains numerous subsidiaries and affiliated businesses,
most of them under the Samsung brand.
Here are key dates in the companys history:
1938: Samsung is founded by Lee Byung-chull as a trading company.

1953: After the Korean War, Lee forms profitable Cheil Sugar, which is followed by
textile, banking and insurance enterprises.
1961: Despite a political coup, charges against Lee of illegal profiteering and a 1966
family scandal of smuggling, the company grows by diversifying into paper products,
department stores and publishing.
1969: Lee, with the help of Sanyo, establishes Samsung Electronics. It produces
inexpensive TVs, microwave ovens and other consumer products for Western companies
such as Sears and General Electric.
1970s: Under a government policy of rapid industrialization, Samsung launches a number
of enterprises in ship building, petrochemicals and aircraft engines.
1980s: The company is exporting electronics under its own name.
1 983: Samsung begins production of personal computers.
1987: Lees son, Lee Kun-hee, assumes control of Samsung.
1988: Samsung Semiconductor and Telecommunications merges with Samsung

Electronics. Its core business focus is home appliances, telecommunications and
semiconductors.
1990: Samsung becomes a world leader in chip production.
1994: Samsung Motors is formed.
1996: Lee Kun-hee is involved in a corruption scandal and gets a suspended sentence for
bribery.
1998: Samsung completes the development of flat-screen televisions and begins the first
mass production of digital TVs. Samsung Motors delivers its first cars.
2005: Samsung develops the first speech-recognition phone.
2007: Samsung Group is accused of political bribery and influence-peddling throughout

the South Korean government, judicial branch and the media.
6
2012: Samsung Electronics becomes worlds largest mobile phone-maker by unit sales,
overtaking Nokia, the market leader. U.S. jurors rule Samsung must pay Apple(AAPL)
$1.05 billion in damages for violating six Apple patents on smartphone technology.
LEE BYUNG-CHUL, founder of Samsung
7
INTRODUCTION
WHAT IS CONSUMER BEHAVIOUR?

Consumer behaviour is the study of individuals, groups, or organizations and all the
activities associated with the purchase, use and disposal of goods and services, including
the consumer's emotional, mental and behavioural responses that precede or follow these
activities.
The study of consumer behaviour is concerned with all aspects of purchasing behaviour -
from pre-purchase activities through to post-purchase consumption, evaluation and
disposal activities. It is also concerned with all persons involved, either directly or
indirectly, in purchasing decisions and consumption activities including brand-
influencers and opinion leaders. Research has shown that consumer behaviour is difficult
to predict, even for experts in the field.
Consumer behaviour entails "all activities associated with the purchase, use and disposal
of goods and services, including the consumer's emotional, mental and behavioural
responses that precede or follow these activities." The term, consumer can refer to
individual consumers or organisational consumers. Consumer behaviour is concerned
with.
purchase activities: how consumers acquire products and services, and all the
activities leading up to a purchase decision, including information search, evaluating
goods and services and payment methods
use or consumption activities: concerns the who, where, when and how of
consumption
disposal activities: concerns the way that consumers dispose of products and
packaging; may also include reselling activities such as eBay and second-hand
markets
8
HOW TO STUDY CONSUMER BEHAVIOUR

Establish a method for studying consumer behavior
Attract customers to participate. Offer incentives, such as monetary payments, free
products or raffle entries
Conduct a survey of customers. Surveys can be taken online, in person or by
phone .
Establish a focus group. Host a meeting of several different types of costumers to
discuss a product type and the reasons customers buy certain brands of that
product.
Obtain permission from a store with high customer traffic to observe customer
selections in a specific product section or department.
Conduct testing of consumer physiological responses to images, smells, tastes and
other selling factors of certain products
9
OBJECTIVE
To study consumer motivation for buying a Samsung mobile.
To analyze the consumer preference for brands of smart phone.
To determine whether there is a significant difference between preferences for features

of smart phones on the basis of gender.
To identify the most effective medium for advertisement of smart phone
The major objective of the study is to analyze the position of Samsung Vis--Vis its
competitors and to identify weak areas and provide recommendations for the sales. The
consumer durable market has grown considerably in last few years in India. With the
growth, the level of competition has grown as well. Literally every day companies come
up with new attractive offers to grab the better share of the market. The challenge is not
only to get the new customer but also to continue with the existing customers.
The objective of doing the project is to:
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-Identify the Dealer and Consumer perception about the Samsung products with respect
to its competitors in CTV & AC segment.
- To suggest some differentiating strategies to stay ahead in competition in CTV& AC

segment.
- To identify the factor affecting the four Ps i.e.
Product
Pricing
Promotion
Placement.
Example:
What are the parameters on which consumer makes his purchase decision?
Parameters Rank
O Price .
O Packaging
O Product Features .
O Brand Name
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O Product Quality
O Product Design
RESEARCH METHODOLOGY
SAMPLE DESIGN:
Sample Unit: Consumer& Retailers of smart phones.
Extend: Where the survey should be carried out? I have covered our college area and
also our residential area.
Time Frame: When the survey should be conducted?
I conducted my survey for 2 week
Sample size: How many people should be surveyed? My sample size is 30 consumers
Sampling Type: Non probability judgment sampling
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RESEARCH DESIGN:
It is the plan, structure of investigation conceived so as to obtain answer to research

question. It is the specification of methods and procedures for acquiring the information
needed.
It is concerned with:
Overall operational pattern
Framework of the project
Stipulates what information is needed
The first step that undertakes in the report was the selection of research. The research
design, which was adopted for the study was descriptive in nature
The two types of research are as follows:
Exploratory research: It is to generate new ideas.
Descriptive research: They are well structured. It can be complex, a high degree of
scientific skill on the part of the demanding a high degree of scientific skill on the part of
the researcher. It can be taken in certain circumstances. When the researcher is interested
in knowing the characteristics of certain groups such as, gender, profession, a descriptive
study may be necessary. In this I did descriptive research also because I want to know the
consumer buying behaviour and preferences towards smart phone
13
DATA SOURCES
PRIMARY DATA:
Primary data is that kind of data which is collected directly by the investigator himself for
the purpose of the specific study. Primary Data is collected by the investigator through
interviews of company employees, vendors, distributor etc. Data such collected is
original in character. The advantage of this method of collection is the authentic. A
questionnaire of about 50 questions was made and it was given to the dealers to fill it up
for our research. The research was a kind of conclusive research as it helps in the testing
of hypothesis. The method of sampling was the Random method as it is unbiased.
SECONDARY DATA:
14
When an investigator uses the data that has been already collected by others, is called
secondary data. The secondary data could be collected from Journals, Reports, libraries,
magazines, fair & conference and other publications. The advantages of the secondary
data can be It is economical, both in terms of money and time spent .The researcher of
the report also did the same and collected secondary data from various internet sites like
www.google.com, www.airtel.com, www.hutch.co.in and many more. The researcher of
the report also visited various libraries for collection of the introduction part.
RESEARCH INSTRUMENTS
I prepared a structured questionnaire to collect the data and it consisted of Multiple-

choice questions, direct questions and open-ended question
I also prepared a structured questionnaire to collect the data and it consisted of Multiple-
choice questions. The main function of the questionnaire was to know the consumer
behavior towards Samsung mobile.
Mode of Survey:
The mode of survey was personal interview with the respondents during the filling up of
the questionnaires.
Personal Visits:
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As a part of the analysis, it was necessary to visit the students of different school, as it
would always help me knowing the nature of students. We visited different schools and
asked the student different questions which are formatted in the questionnaire.
QUESTIONNAIRE DESIGN :
We make questionnaire to know which category of people opts for which kind of plans.
In this category the factors included are such as income, background, age, etc. This
includes 2 types of questions
1. Open ended
2. Closed ended
I. Open ended : In this respondents are not bounded to answer within a set of choices
and can give their own views
II. Close-ended: in this respondents are bounded to answer within a set of choices.
16
I have designed my questionnaire on the basis of close-ended questions as it is more

feasible to calculate data from it.
1). Motivation Factor For Buying a Samsung mobile:
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Interpretation:
48% of consumer said that the reason for purchase of a smart phone is its features
followed by its utility for work (36%).
18
2).Most Effective Advertising Media
Interpretation:
The most effective medium for advertisement as per consumers view is internet
websites (60%) followed by T.V (21%).
19
3).Where did you look for the information before purchasing a

smart phone?
InfoSource
30
20
Frequency
10
0
In store Promo Display Internet retailer/ review/ Television/ Newspaper Word of mouth
technology websites
InfoSource
Interpretation: Mostly consumer collects the information from internet

websites (36%) and then they trust word of mouth (27%).
20
4).Did you take advice from someone else?
Advice
30
20
Frequency
10
0
Someone Tech Savvy Someone Recently Someone already used Can't Say
Bought the same
Advice
Interpretation:
37.3 % of consumer said they had consulted with someone recently bought the
same while 29.3 % of consumer consulted with someone tech savvy.
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5).Most Preferred Brand:
Mostprefferedbrand
40
30
Frequency
20
10
0
Apple Blackberry HTC Samsung
Mostprefferedbrand
Interpretation:
Apple (41.3%) is the most preferred brand by consumers followed by Samsung
(25.3%) and HTC (22.7%).
22
6).Future Purchase and Mode of Purchase of Smart phone
MethodOfBuying
60
50
40
Frequency
30
20
10
0
Search options with in a particular brand Go for different brand
MethodOfBuying
Interpretation: For future purchase 68% of consumers said they will go for
different brands and 32% search options within a particular brand.
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7).Future Purchase
FuturePurchase
30
20
Frequency
10
0
Apple Blackberry HTC Samsung
FuturePurchase
Interpretation:
For purchase of smart phone in future consumer are more interested in brands like
Apple followed by HTC and Samsung.
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Income base classification of Samsung users
Interpretation:
Above table shows the classification on the basis of annual income, 70 per cent of the
respondents come under the category below Rs. 100000 (low level income), 20% are
between Rs. 100001 to Rs. 200000 (middle income category) and 10 per cent fall in the
above Rs.200000 category (high income).
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TYPES OF MOBILE
Samsung Mobile is offered variety of phone to their customers and its outdated
immediately when the customers dislike a specific model. The company offered phone
types are such as Touch phone, Smart phone, Dual SIM phone, Fun phones, Life style
phone, Editors choice phone, Music phone and etc., Table No.2 exhibits a results
regarding likely phone by the respondents.
Interpretation:
It is observed from the above Table that 62.5 per cent of middle level income
respondents, 58.33 per cent of high level income customers and 48.81 per cent of low
level income customers have preferred Touch mobile phone from Samsung. Next slot of
respondents have opted for Dual SIM phone than Smart phone.
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Sources of Awareness of Samsung Mobile
It is evident from Table that the majority of users are aware of samsung mobiles through
'Friends and Relatives'. Following this, more than 28% of the respondents said that the
source awareness is 'Advertisements ' in all the categories. Existing customers also
influenced to aware from existing customers. The remaining sources 'Dealers' and
Company representative have also created awareness to some extent.
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Features preferred in Samsung Mobile

Day-by-day Samsung company introduces new and latest facilities to their customers
such as variety of models, more colours, spare parts availability, easy service, easy usage,
mobile availability, low cost, good quality, charge laid in more no. of days, service centre
availability and etc. The researcher made an attempt under weighted average ranking
system to know which feature is attracted more by the customers and results are
presented into the below table
Table indicates that the features preference in the Samsung cellular mobile system varies
from one person to another and also it is based on the attitude of the customers and
variety features offered by the Samsung Company. Low level and middle level income
users have given high scores to the reason 'easy usage', Hence first rank is given to this
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reason by the respondents. The second rank goes to the reason 'Good Quality' in low level
income respondents and charge lies in Battery for more no. of days under middle level
income category. In the category High level income respondents have given highest score
for the feature good quality, hence it gets first rank.
Source of Samsung Mobile Purchase
It is learnt from the above Table that the majority of respondents preferred the 'retail
shops' for purchase of Samsung Mobile system. Hence, first rank is provided to this
factor. The second and third rank has been allotted to the Company showrooms' and
dealers' respectively by these respondents. Very minimum numbers of respondents have
purchased their Samsung mobile from foreign countries.
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ATTITUDE ABOUT AFTER SALES SERVICE:
Samsung has taken more efforts to fulfill the customer needs and wants with the some
innovative methods and to maintain the customer base in the market. Users often change
their attitude, behaviour based on their awareness about the mobile phone services. An
attempt is made by the researcher to know this fact and result presented into the table no
10.
It is observed from the above table that the majority of customers of all the income level
(i.e. 64.28% and 50%) have indicated that the after sales service is neutral level of
satisfaction. Following this the middle and high level respondents have felt that good
after sales services are offered by the samsung mobiles.
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8).DOES SAMSUNG OFFERS DURABLE PRODUCTS
When asked about above statement, 9.17% strongly agree, 25.83% agree and 32.50 %
slightly agree that Samsung offers durable products . The 16.67% of respondents were
uncertain while 5.83% slightly disagree, 3.33% disagree and 6.67% strongly disagree
with the statement.
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9).ARE SAMSUNG PRODUCTS ARE RELIABLE
For the above question which was asked to respondents about the reliability of the
Samsung phone, 12.5% of respondents strongly agree, 26.67% agree and 26.67% again
slightly agree. But 15.83% of respondents remained uncertain, 11.67% slightly disagree,
3.33% disagree and 3.33% of respondents strongly disagree with the above statement.
32
10).DOES SAMSUNG OFFERS PRODUCT WITH EXCELLENT

FEATURES
For this question, a majority of respondents agree(18.33%strongly agreed, 35% agreed ,

21.33%slightly agreed) that Samsung mobile offers excellent features. Despite 15.83%
uncertain, while 5.83%slightly disagree, 3.33% disagree and 4.17% strongly disagree
with the above statement.
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11).DOES SAMSUNG OFFERS PHONE WITH GOOD QUALITY
A shown in figure 5, 7.5% of the respondents strongly agree, 23.33% agree and
23.33%slighly agree with the good quality of Samsung phone. On the other hand, 25% of
the respondents remain uncertain while 8.33% slightly disagree,5.83% disagree and
6.67% strongly disagree with the good quality of phone
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12).ARE YOUR EXPECTATION REGARDING SAMSUNG

PERFORMANCE HIGH
For the above question which was asked about the performance of the Samsung phone,
15.83% of respondents strongly agree, 29.17% agree and 27.5% slightly agree. Besides,
12.5% of respondents uncertain, 8.33% slightly disagree , 4.17% strongly disagree and
2.17% disagree regarding the performance of phone.
35
13).ARE YOU SATISFIED USING SAMSUNG MOBILE
For this question, a majority of respondents agree(7.5%strongly agreed, 33.33% agreed ,

30% slightly agreed) they are satisfied with using Samsung phones. Despite 11.67%
uncertain, while 6.67% slightly disagree, 5.83% disagree and 5% strongly disagree with
the above statement
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14).OVERALL SAMSUNG MEETS YOUR NEED AND ARE YOU

SATISFIED
As shown in figure 8, 13.33% of the respondents strongly agree, 29.17% agree and
27.5%slighly agree with the good quality of Samsung phone. On the other hand, 8.33%
of the respondents remain uncertain while 9.17% slightly disagree,5.83% disagree and
6.67% strongly disagree with the statement above.
37
15).Are You Satisfied With The Hardware And Operational

Functionality Of Samsung Phones
For the above question which was asked about the functionality of the Samsung phone,
17.5% of respondents uncertain, 13.33% slightly disagree , 5% strongly disagree and
4.17% disagree regarding the functionality of phone.
38
16).ARE YOU SATISFIED WITH THE SERVICE PROVISION OF

SAMSUNG MOBILES
A shown in figure 10, 6.67% of the respondents strongly agree, 26.67% agree and
30.83%slighly agree that they satisfied with the service provision of Samsung phone. On
the other hand, 11.67% of the respondents remain uncertain while 14.17% slightly
disagree,5.83% disagree and 4.17% strongly disagree with the statement above.
39
17).DO YOU THINK SAMSUNG PHONES ARE FASHIONABLE AND

ELEGANT
For this question, a majority of respondents agree(25%strongly agreed, 30.833% agreed ,

23.33% slightly agreed) that Samsung phones are fashionable. Despite 10.00% uncertain,
while 4.17% slightly disagree, 2.5% disagree and 4.17% strongly disagree with the above
statement
40
18).DO YOU THINK SAMSUNG MOBILE IS WELL- KNOWN AND

PRESTIGIOUS
For the above question which was asked about the popularity of the Samsung phone,
10% of respondents uncertain, 5.83% slightly disagree , 3.33 strongly disagree and 2.5%
disagree regarding the functionality of phone
41
19).DO YOU THINK SAMSUNG IS ONE OF THE TOP BRANDS

AMONG SMARTPHONE

15.83% slightly agreed)that Samsung is one of the top brand phones. Despite 11.63%
uncertain, while 2.5% slightly disagree, .84% disagree and 5.83% strongly disagree with
the above statement.
42
20).DOES USING SAMSUNG CREATES POSITIVE FEELINGS AND

SENTIMENTS
For the above question which was asked about the feelings and sentiments of the
Samsung phone, 5.83% of respondents strongly agree, 23.33% agree and 28.33% slightly
agree. Besides, 23.33% of respondents uncertain, 8.33% slightly disagree , 7.5% strongly
disagree and 3.33% disagree regarding the feeling and sentiments towards the phone.
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21).DO YOU FEEL SAMSUNG PHONES GO WITH YOUR WAY OF

LIFE
A shown in figure 7.5% of the respondents strongly agree, 18.33% agree and
30.83%slighly agree with the above statement. On the other hand, 20% of the
respondents remain uncertain while 14.17% slightly disagree,5% disagree and 4.17%
strongly disagree with the statement above.
44
22).BECAUSE OF SAMSUNG PHONES, DO YOU FEEL YOU ARE A

PART OF A SMART COMMUNITY
For this question above, a majority of respondents agree(11.67%strongly agreed, 26.05%

agreed , 21.05% slightly agreed) with the question above. Despite 15.13% uncertain,
while 11.67% slightly disagree, .4.2% disagree and 9.24% strongly disagree with the
above statement.
45
23).DO YOU HAVE FAVORABLE ATTITUDES TOWARDS

SAMSUNG MOBILES
For the above question which was asked about the favorable attitudes towards Samsung
phone, 9.17% of respondents strongly agree, 27.5% agree and 27.5% slightly agree.
Besides, 17.5% of respondents uncertain, 10% slightly disagree , 5% strongly disagree
and 3.33% disagree regarding attitudes towards phone.
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24).DO YOU RECOMMEND SAMSUNG PHONE TO YOUR

FRIENDS AND FAMILY

22.5% slightly agreed)that they recommend Samsung to their friends and families.
Despite 14.17% uncertain, while 8.33% slightly disagree, 6.67% disagree and 4.17%
strongly disagree with the above statement.
47
25).DO YOU CONSIDER LOYALTY TOWARDS SAMSUNG

PHONES
For the above question which was asked about the loyalty towards Samsung phone,
10.83% of respondents strongly agree, 20.83% agree and 20% slightly agree. Besides,
17.5% of respondents uncertain, 15% slightly disagree , 8.33 strongly disagree and 7.5%
disagree regarding the statement
48
26).IS SAMSUNG MOBILE VERY POPULAR BETWEEN YOUR

FRIENDS AND FAMILIES IN SOCIAL NETWORKING SITES
For this question, a majority of respondents agree(5.83% strongly agreed, 27.5% agreed ,
33.33% slightly agreed) that Samsung is popular in social networking sites. Despite
15.83% uncertain, while 10% slightly disagree, 5.83% disagree and 1.67% strongly
disagree with the above statement.
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27).ARE THE CONTENT ON THE SAMSUNG MOBILES PAGE

GROUP, WEBSITES ARE UP TO DATE AND ATTRACTIVE
As shown in figure 11.67% of the respondents strongly agree, 24.17% agree and
23.33%slighly agree with the above statement. On the other hand, 18.83% of the
respondents remain uncertain while 15% slightly disagree,5% disagree and 5% strongly
disagree with the statement above.
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SWOT Analysis
Strengths:
Innovative design
Integration of open source operating system and software
Cost and quality focused
Too large product diversity (stability on sale)
Low production cost
Recognized brand
Strong brand reputation
Environmental focus
Strong R&D Department
Weakness:
Low profit margin

Damaging Image by Infringement
Lack of Own Operating System
Less quality than Apples
Large Dependence on Other Software
Opportunities:
The Indian Smartphone market is growing

Most people use feature phones that make a switch to smartphone
The demand for technologically advanced phone is growing
Strong Financial Position for Future
Threats:
Large number of competitors

People are looking for better qualities
A large number of Products failing
Threats of Chinese and Indian Products in the Local market
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INNOVATIONS:
Journey towards excellence started in 1993.

Display looked unattractive compared to competitors.
Policy of focus on quantity rather than quality
Beginning of design era in the country Mobile innovation date wise: Mobile
devices in 1986(built in car phone) SH 100 SH 700
In 1993 introduced SH 770 (100 gram) In 1996 1st CDMA phone
In 1999 introduced SGH -400 Launches PDA phone (2000)
In 2005, released the world's first 5MP camera phone. 2010- qwerty messaging,
Galaxy s1, Note
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SUGGESTIONS
Innovation is crucial to every business and looking towards fast changing customer
expectation specially for mobile phones, it becomes must for the mobile Industry.
Though Samsung responds to the highly uncertain business environment and the
increasingly competitive marketplace through their commitment to R&D and. As new
technologies are being constantly introduced to the market, speed is essential to remain
competitive in today's digital era, but new markets have to be pioneered continuously.
Through the interplay of creative, imaginative people, a global R&D network, an
organisation that encourages collaboration and cooperation among business partners all
along the supply chain, and a strong commitment to ongoing investment, Samsung has to
put more R&D at the heart of everything. The company should continue to work on the
Strategy of T.Q.M (Total Quality Management).Consumers do not get satisfied with the
promotional policies of the companies. New techniques of promotion is required to create
awareness about the entire range of companys products.
On the smartphone side of things, the following is a list of some of the alternative design
options Apple felt Samsung should have looked into further:
Front surface that isnt black.
Overall shape that isnt rectangular, or doesnt have rounded corners.
Display screens that arent centered on the front face and have substantial lateral
borders.
Non-horizontal speaker slots.
Front surfaces with substantial adornment.
No front bezel at all.
LIMITATIONS OF THE STUDY
The survey was limited to limited region of Byculla only, so results cannot be
generalized to entire Mumbai and other cities.
The samples size was limited to 70 customers only.
Period of the study is one of the major constraints as innovation is very rampant in
smart
Phones and other competitor like Gionee also emerged which could not be studied.
53
CONCLUSIONS
While the mobile phone market in India grew only a modest 2% over the last year, the
smartphone segment grew 68%. The Samsung soon captured this opportunity and built a
strong base in high-volume India smartphone market, entering the top rankings
surpassing Nokia, Apple, Sony, Blackberry, HTC and others. Samsung Android
smartphones have a huge share as Samsung sells more Android phones than many other
Android OEMs combined, as the base of Android users has grown as mushrooms.. By
utilizing its global qualities and substantial market knowledge, Samsung has developed
three distinct marketing strategies to launch three equally high-tech, but different,
products. Through successful, diverse approaches to individual markets it has maintained
its corporate philosophy, to devote its human resources and technology to the
development of a global society through ever better products and services.
From the study it was found that most of the respondents used other brand then Samsung
before, 23% of respondents switched to Samsung because their previous mobile brand
was not functioning well, 37% were satisfied with its functioning and many agreed that
because of price and durability they are using Samsung, 6% of the respondents will again
go for Samsung because of high durability, 20% would like to purchase it again for price
competitiveness,14% of respondents would like to have this brand again because of its
aesthetics,13% respondents find it stylish and modern,37% find it more functional,9%
would like to go for it again because of friends recommendation and 1% would like to
go for it because of celebrity effect.
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QUESTIONNAIRE
( the questionnaires are carried for the academic research purpose)
APPENDIX
Name-______________________
Mobile-_____________________
Q1. Demographics:
Gender-_______
Age-____
Educational Level-_________
Profession-________________
Q2. What one reason makes you purchase a smart phone?

1).Required for Work
2).Features.
3).Status symbol.
4).Multi Tasking.
Q3.Which brand of smart phone you prefer the most?
1). Apple.
2). Blackberry
3). HTC
4). Samsung
55
Q5. (a).Where did you look for the information before purchasing a smart phone?
1).In Store promo Display.

2).Internet retailers/ reviews / technology websites.
3).Television / Newspaper.
4). Word of mouth
(b). Did u take advice from someone else?
1). someone having latest technological update.

2). someone recently bought the same.
3). Someone already used.
Q6. Tick the appropriate option:

(a).Which method of buying will you use for future purchase?
1). Search options with in a particular brand.
2).Go for different brand.
(b). If in case you will buy a smart phone in future you will go for which brand?
1). Apple. 2). Blackberry 3). HTC 4).Samsung 5).Cant say now.
Q7). Which type of advertising do you feel is most effective for smart phones?
1).Television.
2).Newspaper.
3).Magazine.
4).Internet websites.
56
Mark one of the oval ranging from disagree to agree.
Q8).Does samsung offers durable products
1 2 3 4 5 6 7
Strongly agree Strongly disagree
Q9).Are samsung products reliable
1 2 3 4 5 6 7
Q10).Does Samsung offers product with excellent features
1 2 3 4 5 6 7
Q11).Does Samsung offers phone with good quality
1 2 3 4 5 6 7
57
Q12).Are your expectation regarding Samsung performance is high
1 2 3 4 5 6 7
Q13).Are you satisfied using Samsung mobile
1 2 3 4 5 6 7
Q14).Overall Samsung meets your need and are you satisfied
1 2 3 4 5 6 7
Q15).Are you satisfied with the hardware and operational functionality of samsung
phones
1 2 3 4 5 6 7
58
Q16).Are you satisfied with the service provision of samsung mobiles
1 2 3 4 5 6 7
Q17).Do you think samsung phones are fashionable and elegant
1 2 3 4 5 6 7
Q18).Do you think samsung mobile is well- known and prestigious
1 2 3 4 5 6 7
Q19).Do you think samsung is one of the top brands among smartphone
1 2 3 4 5 6 7
Q20).Does using samsung creates positive feelings and sentiments
59
1 2 3 4 5 6 7
Q21).Do you feel samsung phones go with your way of life
1 2 3 4 5 6 7
Q22).Because of samsung phones, do you feel you are a part of a smart community
1 2 3 4 5 6 7
Q23).Do you have favorable attitudes towards samsung mobiles
1 2 3 4 5 6 7
Q24).Do you recommend samsung phone to your friends and family
1 2 3 4 5 6 7
60
Q25).Do you consider loyalty towards samsung phones
1 2 3 4 5 6 7
Q26).Is samsung mobile very popular between your friends and families in social
networking sites
1 2 3 4 5 6 7
Q27).Are the content on the samsung mobiles page group, websites are up to date and
attractive
1 2 3 4 5 6 7
61

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CONSUMER BEHAVIOUR TOWARDS SAMSUNG MOBILE

BACKGROUND OF THE STUDY

For this I have to analyze the followings:

SMARTPHONES (MOBILE PHONES)

Make voice calls (of course!)

Make video calls

Access the internet and browse the web

Take photos, and upload them to the web

Navigate with GPS if the phone has GPS built-in

Manage your contacts and appointments

Play in-built games

Run new applications and games downloaded for the internet.

There are many different brands of smartphones

e.g. iPhones made by Apple

Android Phones made by Samsung, HTC, etc. 8

Windows Phones made by Nokia

Here are key dates in the companys history:

1938: Samsung is founded by Lee Byung-chull as a trading company.

1 983: Samsung begins production of personal computers.

1987: Lees son, Lee Kun-hee, assumes control of Samsung.

1988: Samsung Semiconductor and Telecommunications merges with Samsung

1990: Samsung becomes a world leader in chip production.

1994: Samsung Motors is formed.

2005: Samsung develops the first speech-recognition phone.

2007: Samsung Group is accused of political bribery and influence-peddling throughout

LEE BYUNG-CHUL, founder of Samsung

WHAT IS CONSUMER BEHAVIOUR?

HOW TO STUDY CONSUMER BEHAVIOUR

To analyze the consumer preference for brands of smart phone.

To determine whether there is a significant difference between preferences for features

To identify the most effective medium for advertisement of smart phone

The objective of doing the project is to:

- To suggest some differentiating strategies to stay ahead in competition in CTV& AC

- To identify the factor affecting the four Ps i.e.

Sample Unit: Consumer& Retailers of smart phones.

Time Frame: When the survey should be conducted?

I conducted my survey for 2 week

Sampling Type: Non probability judgment sampling

It is the plan, structure of investigation conceived so as to obtain answer to research

Overall operational pattern

Framework of the project

Stipulates what information is needed

The two types of research are as follows:

Exploratory research: It is to generate new ideas.

I prepared a structured questionnaire to collect the data and it consisted of Multiple-

I have designed my questionnaire on the basis of close-ended questions as it is more

1). Motivation Factor For Buying a Samsung mobile:

2).Most Effective Advertising Media

3).Where did you look for the information before purchasing a

Interpretation: Mostly consumer collects the information from internet

4).Did you take advice from someone else?

5).Most Preferred Brand:

6).Future Purchase and Mode of Purchase of Smart phone

Income base classification of Samsung users

Sources of Awareness of Samsung Mobile

Features preferred in Samsung Mobile

Source of Samsung Mobile Purchase

ATTITUDE ABOUT AFTER SALES SERVICE:

8).DOES SAMSUNG OFFERS DURABLE PRODUCTS

9).ARE SAMSUNG PRODUCTS ARE RELIABLE

10).DOES SAMSUNG OFFERS PRODUCT WITH EXCELLENT

For this question, a majority of respondents agree(18.33%strongly agreed, 35% agreed ,

11).DOES SAMSUNG OFFERS PHONE WITH GOOD QUALITY