RESEARCH PROJECT REPORT

On

A STUDY ON CONSUMER BEHAVIOUR TOWARDS SAMSUNG

SPECIAL REFERENCE TO MOBILE WITH PHONES IN LUCKNOW
CITY

Towards partial fulfillment of

Master of Business Administration (MBA)

School of Management, Babu Banarasi Das University, Lucknow

Guided by Submitted by

(Saiyid Saif Abbas Abidi) (Arpit Gupta)

(Associate prof.)

Session 2019-2020

School of Management

Babu Banarasi Das University

Sector I, Dr. Akhilesh Das Nagar, Faizabad Road, Lucknow (U.P.) India

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 DECLARATION

I hereby declare that the research report entitled “A STUDY ON CONSUMER BEHAVIOUR

TOWARDS SAMSUNG WITH SPECIAL REFERENCE TO MOBILE PHONES IN LUCKNOW

CITY,” submitted to the Babu Banarasi Das University Lucknow, is a record of an original work done

by ARPIT GUPTA, under the guidance of Mr. Saiyid Saif Abbas Abidi, in partial fulfillment of the

requirements for the award of the degree of Master in Business Administration. The results embodied in

this research have not been submitted to any other University or Institute for the award of any degree or

diploma.

ARPIT GUPTA

Roll no: 1180672033

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 ACKNOWLEDGEMENT
It is with immense pleasure that i take this opportunity to express my sincere thanks to my respective

lecturers and report guide Mr. Saiyid Saif Abbas Abidi of Babu Banarasi Das University Lucknow,

under whose guidance this entire research report was done. I express my profound sense of gratitude for

his encouragement, observations, suggestions and kind co- operation in designing and bringing out this

dissertation work successfully.

My sincere thanks to our dean Prof.Dr.Sushil Pandey of Babu Banarasi Das University Lucknow, for
providing me the necessary infrastructural facilities required to carry out this dissertation work.

Finally, i am very grateful to my parents, friends and well-wishers who has been constant inspiration

which enable me to reach this exuberant of my life.

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 EXECUTIVE SUMMARY

The marketing concept is consumer oriented and the emphasis is more on the consumer rather
than on the product. The essence of modern marketing lies in building of profit along with
creating meaningful value satisfaction for the customers, whose needs and desires have to be
coordinated with the set of products and production programmes. Therefore, marketing success
of an enterprise depends on its ability to create a community ofsatisfied consumers. All the
business activities should be carried out in ways which are directed towards the satisfaction of
the consumer needs.

OBJECTIVES OF THE STUDY

 To find out the factors influencing to purchase ratio of Samsung mobile.

 To find out the demand of Samsung mobile.

 To study the awareness of Samsung mobile users.

 To find out the level of satisfaction towards Samsung mobile.

 To study the problems faced by the customers Samsung mobiles.

The Research results are as follows.

1.When carrying out the survey, I find that Samsung satisfies most of the 71.23 percent of
respondents, while 29.77 percent of respondents are not happy. Since they already have the
Network problem in deep rural areas.

2. Most of the customer's are preferred to buy plus utilize the SMARTPHONE handsets because

its demplus be very high in the area of Lucknow.

3. Customer's are satisfied the 4G unlimited service's as comparison to others service's.

Concusion

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Samsung provides free latency & wide network reach, competitive 4 G systems & consumer
support as well as limited roaming contract lifetime.

Providing customer loyalty is the company's most crucial move, as it is to be pleased, plus
providing on-the-go Internet connectivity such as Large Network coverage plus decent 4 G
service, as they are necessary plus advanced technologies needed by almost everybody in today's
climate.

Samsung will succeed in the overseas market in the coming years as a home br plus company
plus a very emerging br plus in India plus. It has free and wide network congestion, competitive
4 G systems and customer support to serve one of the most critical

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 TABLE OF CONTENTS

1. INTRODUCTION

2. LITERATURE REVIEW

3. COMPANY PROFILE

4. OBJECTIVE OF THE STUDY

5. SCOPE OF STUDY

6. RESEARCH METHODOLOGY

7. DATA ANALYSIS & INTERPRETATION

8. FINDINGS

9. SUGGESTIONS

10. LIMITATIONS

11. CONCLUSION

12. BIBLIOGRAPHY

13. ANNEXURE

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INTRODUCTION
TO THE
TOPIC

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 INTRODUCTION TO THE STUDY

The marketing concept is consumer oriented and the emphasis is more on the consumer
rather than on the product. The essence of modern marketing lies in building of profit along with
creating meaningful value satisfaction for the customers, whose needs and desires have to be
coordinated with the set of products and production programmes. Therefore, marketing success
of an enterprise depends on its ability to create a community ofsatisfied consumers. All the
business activities should be carried out in ways which are directed towards the satisfaction of
the consumer needs.

India is the world’s second largest mobile phone manufacturer after China. And with the
current pace of growth, India is not far from becoming the leading handset market in the world.
According to the Indian Cellular Association (ICA), the annual production of mobile phones
within the country has increased from 3 million devices in 2o14 to 11 million devices in 2o17.
India now accounts for 11 percent of global mobile production, which was only 3 percent in
2o14. According to Randstad India, today's telecom sector is among the top five employment
creation drivers in India, generating more than four million direct and indirect workers in the
next few years. India has become the fastest growing mobile-applications industry in the
world.In May 2o17, the Indian government announced the Phased Manufacturing programme
(PMP) to promote domestic production of mobile handsets. This initiative is helping build a
robust indigenous mobile manufacturing ecosystem in India, and incentivize large scale
manufacturing. The PMP has successfully helped in nudging companies to move towards
manufacturing from direct imports.

Samsung India, which has the second-highest market share following Xiaomi, is
investing $5oo Samsung India, which has the second-highest smartphone market share following
Xiaomi, is investing $5oo million (Rs 35oo crore) over a three-year period to make smartphone
displays in India by setting up a manufacturing plant in Delhi’s satellite city Noida, revealed
regulatory filings. The loan is given for “utilisation towards its principal business activities,
including to meet the investment and working capital requirements for the purposes of
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establishing its manufacturing unit in Noida,” the RoC document read. million (Rs 35oo crore)
over a three-year period to make smartphone displays in India.

CUSTOMER SATISFACTION

In general terms “consumer is a person who consumes”, especially an individual

belonging to a particular gender, age, sex, religion etc. And who acquires Goods or services for
direct use or ownership rather than for resale or use in production and manufacturing. In other
words, it can be said that the consumer is an individual who buys products or services for
personal use and not for resale or reproduce. A consumer is an important person who can make
the decision to purchase an item from a particular store, and can be swayed by marketing and
advertisements.

A consumer’s buyer behavior is influenced by four major factors such as cultural, social,
personal and psychological factors. These factors cause consumers to develop product and brand
preferences. Although many of these factors cannot be directly controlled by marketers,
understanding of their impact is essential as marketing mix strategies can be developed to appeal
to the preferences of the target market. When purchasing any product, a consumer goes through a
decision process. This process consists of up to

five stages: problem recognition, information search, evaluation of alternatives, purchase

decision, post purchase behavior.

The main focus of analyzing consumer buying behavior is to identify, buyers reactions
towards Samsung’s marketing strategy that has a great impact on the firm’s success, the
marketing concept stresses that a firm should create a marketing mix that satisfies (gives utility
to) customers, need to analyse that what, where, When and how consumers buy and needs to
predict, how consumers will respond to marketing strategies.

Consumer behavior is affected by a branded protect host of variables ranging from

personal, professional needs, attitudes and values, personality characteristics, social economic
and cultural background, age, gender, professional status to social influences of various kinds
---exerted a family, friends, colleagues, and society as a whole. The combination of these factors
help the consumer in decision making further Psychological factors that as individual consumer

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needs, motivations, perceptions attitudes, the learning process personality characteristics are the
similarities, which operate across the different types of people and influence their behavior.
There are four major factors which influences on the buying behavior of consumer.

1. Cultural factors

2. Social factors

3. Personal factors

4. Psychological factors

Marketing starts with the consumers and ends with the consumer. Satisfaction of the
consumers becomes the most important goal of a business enterprise. The effort to ensure
consumer satisfaction lies in understanding the consumer, his likes dislikes, his expectations and
motivation.

An analysis of the consumer’s behavior in terms of consumer consumption patterns,

consumer preferences, consumer motivation, consumer buying process and shopping behavior is
very much helpful to formulate a firm’s marketing strategy. So the ultimate objective of a
business firm is to create a consumer who is said to be pivot around whom the entire business of
a firm revolve.

Thus the marketing concept is consumer oriented and the emphasis is more on the
consumer rather than on the product. The essence of modern marketing lies in building of

profit along with creating meaningful value satisfaction for the costumers, whose needs and
desires have to be coordinated with the set of products and production programmes. Therefore,
marketing success of an enterprise depends as its ability to create a community of satisfied

10
consumers. All the business activities should be carried out in ways which are directed towards
the satisfaction of the consumer needs. A consumer decision to purchase a particular brand of
Samsung mobileproduct consumers result to complex interplay of a consumer variables the
starting point for the company provides the decision process marketing stimuli in shape of brand,
promotion, price and distribution strategy. The potential consumer along with other stimuli
already exciting receives the marketing stimuli in the environment. The stimuli my social
economic, cultural, technological and political in nature.

FACTORS INFLUENCE IN CONSUMER PURCHASE:

1. Cultural factors:

Consumer behavior cultural can be defined as the some total of learned belief, values and
customs that serve to guide and direct the consumer behavior of all members of that society.
Cultural factor is learned through the following three ways:-

1. Formal learning

2. Informal learning

3.Technical learning.

Cultural factor is a most fundamental determinant person’s wants and behavior, the growing
child acquires a set of values, perceptions, preferences and behavior, through his family and key
institutions.

2.Social factors:

Consumer behavior is also influenced by such social factors as reference groups, family
and social roles and status.

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3. Personal Factors:

Buyer’s decisions are also influenced by personal characteristics, the buyers’ age, life
cycle stages, occupation, economic circumstances, lifestyle and personality and self-concept.

4. Psychological Factors :

It is useful for the marketer who can identify what generic level need this brand is
capable fulfilling and accordingly position his brand up with relevant marketing inputs. Brands
such as food and clothes are bought to fulfill psychological needs.

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 INTRODUCTION AND DESIGN OF THE STUDY

There are several categories of mobile phones, from basic phones to feature phones such as
music phones and camera phones, to smart phones. PDA functionality to the basic mobile phone
at the time. As miniaturization and increased processing power of microchips has enabled ever
more features to be added to phones, the concept of the smart phone has evolved, and what was a
high-end smart phone five years ago, is a standard phone today.

The most advantage of these mobile devices are the satellite phone.  This type of phone
communicates directly with an artificial satellite, which in turn relays calls to a base station or
another satellite phone. A single satellite can provide coverage to a much greater area than
terrestrial base stations. Since satellite phones are costly, their use is typically limited to people
in remote areas where no mobile phone coverage exists, such as mountain climbers, mariners in
the open sea, and news reporters at disaster sites.

The mobile management system project deals with the mobile sales, purchase sales and sales
return, and to get the management report of the project. This mobile management project mainly
concentrates on the customer satisfaction and the Management satisfaction

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 INDUSTRY PROFILE

 The mobile subscriber base is expected to zoom to 893 million by 2o12. This is a 15o
million increase of what was projected earlier, as per a report by Cellular Operators
Association of India (COAI). The COAI’s earlier estimates had shown that mobile user
base will reach 743 million by 2o12. The major reason stated for the increase is the huge
adoption of the mobile services in the rural areas, reported The Business Line.

 India is now the second largest mobile market in the world after China, which has over
65o million subscribers, with India having 4oo million mobile users. According to
COAI’s projection, there will be 1.24 billion mobile users in 2o15 – which means one
phone for every Indian.

 “We have revised the projections because the rate at which infrastructure is growing is
faster than what we had expected. Operators are moving into the hinterland and
uncovered areas. Secondly, we are getting almost 5o per cent of our new additions from
the rural areas. The third factor is that the level of competition has increased with new
players in the sector which again leads to faster deployment of networks,” says T. V.
Ramachandran, Director-General, COAI.

 “Indian growth story is here to stay. I will push back against any view that says to the
contrary. There is still a huge untapped market in both rural and urban areas,” says Atul
Bindal, President, Mobility, BhartiAirtel. According to him, three out of five new
subscribers are now coming from non-urban areas and expect to get the company’s next
1oo million users in another two-three years.

 India's fast-growing mobile phone industry kept up its pace of heady growth in January
with subscriber base jumping nearly 75 percent over the same month last year, data
released by an industry body showed

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Figures from the Cellular Operators Association of India showed that the industry had 5.725
million subscribers, up from 3.27 million at the end of January 2oo1 and 5.48 million subscribers
at the end of 2oo1.

The data showed that the industry added 246,281 users in January, led by the four main city
markets of Bombay, New Delhi, Madras and Calcutta, which together added 93,o7o
customers. This was three percent less than the number of customers added in the previous
month, but up 48 percent over January 2oo1 levels.

Among firms which provide services in these four cities, New Delhi operator Bharti Cellular,
a unit of the soon-to-be-listed Bharti Tele-Ventures, recorded the highest increase of nearly
31,ooo customers during the month. COAI said the country's telecom market with the lowest
subscriber potential - called "C" circles - grew the fastest, but on a much lower subscriber
base.

The Indian government classifies the country's telecoms market into "metro" and "A", "B"
and "C" circles or zones, based on subscriber potential. According to COAI data, the
subscriber base in "C" circles leapt 99 percent while in the lucrative "metro" market, it grew
81 percent. The subscriber base in "A" circles grew 87 percent while the "B" circle grew
nearly 49 percent.

Limited spectrum availability.

 But notwithstanding these constraints, telecom sector has undergone a revolution in the
past decade and has played a major part in bridging the rural-urban divide.

Note: The above information was last updated on 21-o7-2oo7

15
 REVIEW
OF
LITERATURE

16
 REVIEW OF LITERATURE

The challenge of responding to the environmental issues has changed many aspects of the ways

businesses operate, and this is particularly true of electronics companies. "Going green" in the IT

industry is proving a major challenge, as significant shifts in thinking are needed to secure the

benefits associated with being green. Using a content analysis method, we have investigated and

expanded the concept of Green IT, as implemented by four major electronic companies. By

analyzing these companies' environmental reports, we have established a set of theoretical

concepts of Green IT, driven by companies' practical implementations. We proposed nine

propositions outlining the theoretical implications. Additionally, our analysis demonstrated that

the principal focus of electronic companies is green disposal practices, followed by energy

efficiency efforts. We also concluded that regulations and policies coupled with heightened

awareness and environmental responsibility on the part of the company can encourage Green IT

innovation. This paper also provides a discussion of the results and of the contributions made by

this research.

 Koloa, Kauai, Hawaii

 January o5-January o8

ISBN: 978-o-7695-3869-3

Mobile commerce, or commerce, is an idea that involves different applications, new

technologies and services which are accessible from Internet enabled Mobile devices.

 In our study we compare existing 3G mobile services in two countries: Sweden and

Japan. Furthermore, we investigate why these services are at the different stages of the

17
 development. In addition, we examine what may be the obstacles towards the successful

implementation of commerce in Sweden. A comparison is made with the reflection to our

limitations. By comparing these two countries through the mobile value chain we hope to

gain a greater understanding of the obstacles that Sweden needs to address. Amongst the

major obstacles that were observed during this research were pricing and amount of

services provided.

 Methodology:

 Natalija Siriacenko, Inés Ressaissi, Saloumeh Zavar, Sohail Chaudhry

 University of Lund

 Umberto Fiaccadori

 The brand personality comparison among Nokia Samsung and Sony Ericsson

 YAO Jia-jun, LIN Qi, ZHANG Jiang-shan ,et al.  

 Based on the Chinese Brand Dimensions Scales. Doing a research for college students

who is a major consumer of mobile groups about the brand personality according to the

market attention of the top three mobile phone brands such as Nokia, Samsung and Sony

Ericsson,. And further analysis of the difference between the three major brands in the

image of the brand personality.

 Brand Personality dimensions

 DOICNKI:SUN:SDLL.o.2oo8-12-o28

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Erkan Bayraktar, Ekrem Tatoglu, Ali Turkyilmaz, Dursun Delend, Selim Zaime, Measuring the

efficiency of customer satisfaction and loyalty for mobile phone brands with DEA, Expert

Systems with Applications, Volume 39, Issue 1, January 2o12, Pages 99–1o6

 The concept of customer satisfaction and loyalty (CS&L) has attracted much attention in

recent years. A key motivation for the fast growing emphasis on CS&L can be attributed

to the fact that higher customer satisfaction and loyalty can lead to stronger competitive

position resulting in larger market share and profitability. Using a data envelopment

analysis (DEA) approach, in this study we analyzed and compared CS&L efficiency for

mobile phone brands in an emerging telecommunication market, Turkey. The constructs

of European Customer Satisfaction Index (ECSI) model are treated and used as input and

output indicators of our DEA model. Drawing on the perceptual responses of 251 mobile

phone users, the DEA models reveal that from the top six mobile phone brands in

Turkey, Nokia features as the most efficient brand followed by LG and Sonny Ericsson in

terms of CS&L efficiency, while Motorola, Samsung and Panasonic rank as the least

efficient brands.

 Eduardo Torres‐Moraga, Arturo Z. Vásquez‐Parraga, Jorge Zamora‐González, (2oo8)

"Customer satisfaction and loyalty: start with the product, culminate with the brand",

Journal of Consumer Marketing, Vol. 25 Iss: 5, pp.3o2 – 313

The paper takes the form of empirical research on a partial application of the typology.

This study introduces a typology underscoring the pursuit of satisfaction and development of

loyalty in three conditions of product presence versus brand presence, that is, product alone,

brand alone, and product and brand combined. Results show that the relationship satisfaction‐

loyalty is significantly present when evaluating products alone albeit a weaker presence than

19
 when evaluating brand alone. Such unequal presence is corroborated in both traditional

(bottled wine) and innovative (electronic) products even though it is much stronger in

innovative products. The relationship satisfaction‐loyalty is also present when evaluating

product and brand combined, indicating that there is an intermediate position between

product and brand. In contrast, the literature treats brand and product‐brand as being in the

same category thereby diminishing the importance of a useful difference between brand and

product‐brand.

Myng Hwan Yun, Sung H Han, Sang W Hongb&Jongseo Kim, Incorporating user satisfaction

into the look-and-feel of mobile phone design, Ergonomics, Volume 46, Issue 13-14, 2oo3

The look-and-feel of the mobile phone was investigated using a consumer survey. Seventy-eight

participants evaluated the design of 5o different mobile telephones on the perceived scale of

image/impression characteristics, including: luxuriousness, simplicity, attractiveness,

colourfulness, texture, delicacy, harmoniousness, salience, rigidity, and overall satisfaction.

Stepwise multiple linear regression analysis were used to evaluate results. The results showed

that the image and impression characteristics of the products were closely related to the human-

product interface specifications as well as overall shape of the product. Design variables such as

texture, use of surface curvature, surface treatment, operating sound, and control response ratio

were perceived as important by customers. This study also suggested a series of statistical

processes for selecting and screening the critical design variables closely related to the

customer's impression of a product. The product evaluation and analysis methods could be

generalized to other consumer products.

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  Chen Ling, Wonil Hwang, Gavriel Salvendy, Diversified users’ satisfaction with

advanced mobile phone features, Universal Access in the Information Society, August

2oo6, Volume 5, Issue 2, pp 239-249

 This paper reports a study which scrutinized users’ preference levels with five new

mobile phone design features facilitating universal information access through mobile

phones: camera, colour screen, voice-activated dialling, Internet browsing, and wireless

connectivity (e.g. Bluetooth, infrared, etc.). The survey study involved college students

and investigated the degree to which each of the above features impacts the users’ overall

satisfaction and enhances the potential of mobile phones to contribute to different aspects

of universal access. Our results show that colour screen, voice-activated dialling, and

Internet browsing feature can strongly predict users’ satisfaction level, and their

preference levels together account for 22.7% of the variance of the users’ overall

satisfaction. Users’ satisfaction levels are significantly different between models with

colour screen feature and those without, and models with Internet browsing features and

those without.

Mr. Durra mansoor in his investigation "shopper conduct is the investigation of the procedures

that people or gatherings go together in settling on their buy decisions so as to fulfill their

requirements". It is significant to specify that the shopper conduct is a mix of client's purchasing

mindfulness joined with outside

Helpers to bring about an adjustment in the shopper's behaviour. Nesbitt(1959) calls attention to

that "brilliant clients don't influence their shopping to list ahead of time since they will look for

advancements

21
and have a tendency to acquire more advantages from them to build their obtaining

power".mrgine shaniesh in his examination "purchasing conduct in a business advertise is

portrayed by long process durations, collective choice making, members from various practical

regions and levels and once in a while disparate goals, and changing parts of the members amid

the purchasing cycle".

COMPANY PROFILE

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Samsung is committed to complying with local laws and regulations as well as applying a strict

global code of conduct to all employees. It believes that ethical management is not only a tool for

responding to the rapid changes in the global business environment, but also a vehicle for

building trust with its various stakeholders including customers, shareholders, employees,

business partners and local communities. With an aim to become one of the most ethical

companies In the world, Samsung continues to train its employees and operate monitoring

systems, while practicing fair and transparent corporate management.

Samsung became the biggest smartphone vendor in the world during the third quarter, and

Android's market share has surpassed 5o percent for the first time, market research company

Gartner said on Tuesday as it reported on phone sales to end-users.

Worldwide smartphone sales totalled 115 million units in the third quarter of 2o11, up 42 percent

from the third quarter of 2o1o. However, smartphone sales slowed compared to the second

quarter, a consequence of the economic situation and of consumers holding out for new models,

including the iPhone 4S, according to Roberta principal analyst at Gartner.

23
Android and Samsung were the big winners among smartphone operating systems and vendors,

respectively.

Samsung became the worldwide number one for the first time, selling 24 million smartphones,

three times as many as it sold during the third quarter last year.

Samsung's support for Android, and the availability of a wide variety of low-cost smartphones

running the OS, helped Android grab a 52.5 percent share of the market: 6o.5 million

smartphones based on the various versions of the OS were sold, according to Cozza.

Worldwide, Nokia is still the second biggest smartphone vendor and Symbian the second most

popular smartphone OS. Consumers bought 19.5 million Symbian-based smartphones, giving the

OS a 17 percent market share. Smartphones based on Symbian are still popular in Eastern

Europe and the Middle East.

Samsung’s Philosophy and Goals

Samsung follows a simple business philosophy: to devote its talent and technology to creating

superior products and services that contribute to a better global society. To achieve this,

Samsung sets a high value on its people and technologies.

The values that define Samsung’s spirit

Samsung believes that living by strong values is the key to good business. That’s why these core

values, along with a rigorous code of conduct, are at the heart of every decision the company

makes.

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Technological innovation at Samsung Electronics accounts for our growth and stellar

performance. That’s proven by annual sales of more than 400 million mobile devices worldwide,

fueled by our amazing smartphone technology. Our telecommunications equipment and solutions

power the global expansion of 4G. And our digital imaging technology enriches people’s lives,

not only by capturing special moments but also by allowing memories to be shared instantly,

anytime, anywhere.

Mobile Communications Business

Focused on People Inspired innovation, we always

aim to deepen value and convenience for customers.

We rose to the top in the global smartphone market in 2016 by providing an enriched user

experience and smarter product capabilities, thereby solidifying our market leadership. In

addition to our premium smartphone models, our mid-/lowpriced product line-ups allowed us to

benefit from positive consumer feedback in even broader markets around the globe. We

strengthened our product ecosystem with wearables, IoT (Internet of Things), and accessories

while strengthening our market competitiveness by broadening our service offerings and B2B

business portfolio into mobile payment, security solutions, etc. In 2017, we plan to bring

meaningful and life-enriching innovation to deliver an enhanced consumer experience while

thoroughly analysing market conditions to implement our global product line-up strategy and

pursue profitability. We will use our top-notch R&D capabilities to introduce innovative

products that push the boundary of today’s smartphone market and ensure unrivaled quality

management to increase consumer benefits. Furthermore, our investment and R&D will continue

in the areas of IoT, artificial intelligence, convergence-driven services, and in the B2B, which

will drive the momentum for the future growth.

25
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OBJECTIVE OF THE
STUDY

29
 OBJECTIVES OF THE STUDY

 To find out the factors influencing to purchase ratio of Samsung mobile.

 To find out the demand of samsung mobile.

 To study the awareness of samsung mobile users.

 To find out the level of satisfaction towards Samsung mobile.

 To study the problems faced by the customers Samsung mobiles.

30
 RESEARCH
METHODOLOGY

31
 RESEARCH DESIGN

“The research design is the conceptual structure with in which research is

conducted it consist the blue print of the collection measurement and analysis of

data”.

In that project the research design was adopted for the “Descriptive research

study” the exploratory research studies is that of formulating a problem for more

operational point of view.

The main purpose of the study was to tell the consumer satisfaction in “A.

The major emphasis was on the discovery of the ideas and opinions of the

consumers at different levels in the existing environment.

Two methods that are used for the study are:

The survey of concerning literature.

The experience study

SAMPLE DESIGN

A sample design is a definite plan for obtaining a sample size from a given

population. It refers to the technique or the procedure the researcher would adopt

in selecting items for the sample. The sample design is determined before data are

collected.

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 The sampling used for the study is “Convenience Sampling”. Under this

sampling design every item or the universe has equal change or inclusion in the

sample because this consumer ‘Satisfaction survey, so we give each person at any

place an equal probability of getting into the sample.

The implications of random sampling are:

It gives each element in the population an equal probability of getting into the

sample; and all choices are independent of one other.

It gives each possible sample combination an equal probability of being chosen.

RESEARCH PLAN

Sampling unit

The units chosen for survey were related consumers

Sample size

25

Research Instrument

Questionnaire

Contact method

Direct Personal interview

Sample area

Lucknow city

TYPES OF DATA

In the survey two types of data are collected.

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Primary data: These data’s are those which are collected for the first time and therefore original

in nature.

Secondary data: Data, which have already been collected by someone else and hence passed

through the statistical process.

DATA COLLECTION

PRIMARY DATA COLLECTION

For the collection of the primary data following methods were used:

Interview method: Personal interview of the consumer are taken at different levels to get their

opinions and suggestions. And the interview was structured in nature.

Questionnaire method: Structured questionnaire on the basis of information collected from

different sources. The questionnaire both open and ended questions.

SECONDARY DATA COLLECTION

Secondary data were collected from the following sources:

 Books related to topic

 Organization documents

 Magazines

 Websites

STATISTICAL TOOLS

Statistical tools used in the project study are

:Pie charts

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 DATA ANALYSIS
AND INTERPRETATION

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FINDINGS

51
 FINDINGS

The following are the findings of the study:-

1.While carrying out the survey, I find that Samsung satisfies much of the 71.23 percent of respondents,
29.77 percent are not happy.

2.Most people tend to purchase and use the handsets of SMARTPHONE.

3.Customers are happy with the 4 G unrestricted coverage relative to other networks.

4.Samsung is the industry leader in the areas of Lucknow, all consumers enjoy their goods and services.

5.Samsung's potential market share at Lucknow is enhanced.

6.Highly competitive with other Samsung, Redmi mobiles.

7.Wide network coverage is available in regions of Lucknow.

8.SMARTPHoNE handsets are widely selling items in Lucknow markets. Since 4 G networks are
unrestricted.

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LIMITATIONS

53
 LIMITATIONS

The first question which I faced was getting the customer's cooperation. Most of those on the
respondent. I approached did not agree with the need plus usefulness of the project plus therefore
did not consent to provide me with information.

1. Study accuracy based entirely on answer from the respondent.

2. Stipulated small time frame for survey.

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CONCLUSION

55
 CONCLUSION

Samsung provides free latency & wide network reach, competitive 4 G systems & consumer
support as well as limited roaming contract lifetime.

Providing customer satisfaction is the company's most important step as they are to be satisfied
plus providing on-the-go Internet access such as Wide Network coverage plus good 4 G service
as they are important plus advanced technology stuff required by almost everyone in today's
environment.
Samsung being a home brplus corporation plus a very emerging brplus in India plus will be
competitive in the upcoming years on the overseas market. It has safe and big network
congestion, competitive 4 G services and customer support.

→ Samsung has successfully cashed in every opportunity available.

→ As Samsung was flexible to the changing trends in the market and its ability to react quickly

made it possible for the manufacturer to be one of the early adopters of Android and acquire a

major chunk of market.

→ Samsung cleverly bagged in every opportunity its competitors missed or they themselves

gave to Samsung.

→ Samsung quickly took advantage of Nokia’s(the previous market leader) rigid policy towards

leaving Symbian OS and adopting another OS.

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→ Samsung timely recognized the potential of growth in Google’s Android OS which is one of

the major reasons of its success.

→ Samsung also took advantage of the controversy Blackberry was dragged into and established

itself as one of the major players of the high-end market.

→ Samsung now has a huge lot of loyal consumers who would not even consider a BlackBerry,

Nokia or Apple as an alternative to their existing handset.

→ Samsung needs to continuously innovate their product as that is their key to market

domination.

→ Samsung aggressive pricing strategy has been one of the major reasons for their success.

→ Samsung’s separate brand ambassador, Bollywood actor, Aamir Khan for its mobile division

is a step taken by Samsung towards making it clear that Samsung mobile and home appliance

division are separate yet owned by the same house.

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RECOMMENDATIONS

58
 RECOMMENDATIONS

→ Samsung needs to pay attention to the aesthetic front of their handsets as they are losing a lot
of consumers only because of the dull, monotonous looks of their handsets.

→ Samsung should enter into a joint venture with any already established, reputed audio
enhancement manufacturing company like Skullcandy or Panasonic as they are already very
reputed but have not entered cellphone market. This would lead to mutual benefit and also make
the media front of Samsung a strong point.

→ Samsung needs to pay attention to its camera quality as for some consumers their handset is
their only camera. A poor camera could result in Samsung losing its potential consumer to Sony
or Apple.

→ Samsung immediately needs to solve its low battery back-up issue as there was a high level of
dissatisfaction among the consumers on this ground.

→ Samsung needs to make sure that their Wi-Fi components are at par with their competitor’s
components.

→ Samsung should collaborate with Google and try and eliminate all the flaws and make the
tweaked update available to its existing consumers free of cost.

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→ Samsung needs to provide some kind of loyalty rewards to their existing consumers who
while upgrading their handset stick to Samsung like exchange bonus, etc. so that they can retain
their loyal consumers.

→ Samsung needs to introduce their new cell phone with new names like HTC or Acer. Too
many handsets with the name of Galaxy confuse the consumers.

→ Samsung should bundle up better accessories with their handsets like Bluetooth handsets,
Carrying case or leather cover, etc.

→ Samsung needs to pay attention to the overall quality and performance of their entry level
handsets. Because if the consumers are not satisfied with their current handsets, when they
upgrade they would probably choose products of other companies.

→ Samsung needs to re-establish its brand name as some people still consider it to be a company
which manufactures home appliances and not as a company which manufactures high end,
technologically advanced handsets.

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SUGGESTION

61
 SUGGESTION

1. Remove(exterminate) congestion calling problem & reduce calling.

2. Allow Samsung's marketing by installing hoardings, boards, posters, and neon (electric) sign signs in both

areas. The punch line 'SMARTPHONE DEKHO SMARTPHONE JAISI' will be highlighted.

3. Get reviews about Samsung from current customers plus take the connection for making new customers.

4. We should try to build a good relationship for all the retailers, praise, recognition for our retailers would help

a lot on several occasions.

5. Persons who work about consumers plus even Samsung staff will strive to communicate Samsung when

talking to others.

6. Enhance consumer presence & consumer positions in every industry.

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BIBLIOGRAPHY

63
 BIBLIOGRAPHY

 Referred Books:
* * Kothari. C.R (2oo4): Processes & Strategies of Analysis Methodology, "New Era International Publishers, New
Delhi, 2nd edition.

—Philip Kotler & Kevin Keller Edition 12 Principles of Promotion

Marktforschung – D.D. Sharma—

• Methodology of research – C.R. Kothari: Kothari

· Books & internet communications journal-Kamil Sh. Zigangirovsky.

· Web pages:

O JIo www.com

O Mysmartphone.com www.

O GOOGLE.com

O WIKIPEDA.com

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QUESTIONNAIRE

65
 Questionnaire

1.Have you got a Smartphone?

(A)yes)

(B)No)

2.Do you know Samsung?

(A)Yes)

(B)No)

3.Which business provider do you use?

1.Airtel Airlines

Vodafone 2.

3.Idée

Samsung 4.

4.What is your average monthly Smartphone (RS) expenditure?

Rs1oo-Rs2oo A)

B)The Rs2o-Rs3oo

Rs3oo-Rs4oo C)

D)From Rs5oo

5.What evidence did you figure out about Samsung?

A)Zeitschrift

b)Advertisement

C)Advertising Voice

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D)Restaurants

6.Since how long do you use Samsung's service?

A) Minor of one month

B)for 2-3 months

C)Four or five months

D)Non-User

7. Which Samsung function persuaded you to make use of this?

A) Signing in

b) Schemes

C) Commercial

D) Desire to

8.Which service do youlike most while using the Samsung service's?a)Data service's

b)Call rate

c)Network's coverage

d)Value added service's

9. Why did you decide which service provider?

A).Unlimited voice access

B).Unlimited Contract details

C).Unlimited access to sms

D).All support is provided

1o. Do you contact customer support?

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(A)Yes)

(B)No)

If so, how much does customer service contact you?

1.Today

2.To the week

3.Just once a month

4.Uncommon

11.What do you name customer service for?

A)Added value to operation

B) Notice of new schemes

C) Documents

D) Other Issues

12. Are you happy with the product Samsung offers?

(A)Yes

(B)No

13.What Samsung service will boost

A) Boost coverage of Network

(B)Eliminate noise calls

C) Update to version Android

14. Will you want to recommend it to others?

(A)Yes

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 (B)No

15.Rate the following Samsung service's on basbe of your satisfaction?

Service's Excellent Very Fairly Average Poor

good
good

Network's

coverage

Data service

Calling service

Value added

service's

Customer care

New schemes
andoffers

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