A STUDY ON CONSUMER

BEHAVIOR TOWARDS
SAMSUNG MOBILES
WITH SPECIAL REFERNCE
TO COMBATORE CITY

MASTER OF COMMERCE
Submitted by
DHIVYA.G
Reg. No. 112CM008)
Under the Guidance of
Mr. V.S.RAVI, M.Com, M.Phil, B.Ed

CONSUMER BEHAVIOUR
Consumer behaviour refers to the mental and
emotional
process
and
the observable behaviour of consumers during
searching, purchasing and post consumption of a
product or service. Consumer behaviour involves
study of how people buy, what they buy, when they
buy and why they buy. It blends the elements from
psychology,
sociology,
socio-psychology,
anthropology and economics.

STATEMENT OF THE
PROBLEM
Mobile phone, the communication media has altered
our patterns of communication and has created
economic and social impacts on the lives of the
individuals. The recent technological advancement in
telecommunication industry is mobile phone.
A lot of brands of Mobile Phone are available in the
market. But the consumers prefer a particular brand
of Mobile Phone.

SCOPE OF THE STUDY

This study is mainly focuses on the leading
consumer behavior of preference Samsung
mobile phone and the attitude of consumers
belongs to low, middle and high income groups
are taken in Coimbatore city.

OBJECTIVES OF THE
STUDY
To study the origin and growth of Mobile Phone industry.
To study the importance of branding and its influence on
consumers buying behaviour.
To study the awareness and attitude of consumers towards
Mobile Phone.
To study the factors influencing the consumer behaviour of
Mobile phones.
To know their suggestion and satisfaction level.

LIMITATION OF THE
STUDY
The study has concern only Samsung mobile user
respondent.
The sample size restricted up to 50 respondents
The study is done only in Coimbatore only
The researcher collected the data using
questionnaire technique and therefore the study is
limited to the data collected.

CHAPTER SCHEME
Chapter one deals with introduction, consumer
behaviour, statement of the problem, scope of the
mobile, objectives and limitation of the study,
methodology involved in the study and various tool
and techniques used.
Chapter two deals with review of literature of mobiles
Chapter three deals with profile of the company and
growth of the mobiles
Chapter four deals with analysis and Interpretation
Chapter five deals with Finding and suggestions &
conclusion

FINDING
Majority of the respondents are students and employees
Majority of the respondents monthly income level below

Rs.10, 000.
It is found out that 60% of the respondents are aware of
the mobile through advertisement.
88% of the respondent have decide before the purchase
of the mobiles

Cont.,,
It is found out that the respondent belong to the age of

18-25 years
88% of the respondent have decide before the purchase
of the mobiles
Most of the respondent have been using the mobile for 2-5
years.
32% of respondent said that measure the quality of mobile
by the brand and battery capacity.
94% of the respondent satisfied with their mobiles

SUGGESTIONS
The price of the mobile should reduce since most of the

respondent income level are below

Rs
10,000
Free service and guarantee period can be extended to
retail in the market
To increase the advertisement to increase the sales.
To increase the performance of the mobiles
To offer special scheme to attack the customers

CONCLUSION

Todays modern world is buyers market there are many brand of mobiles

products in the market which differ in price, quality, availability, performance

etc. But the consumer prefers to buy only such product which satisfies the
needs and wants. So Samsung has identify the requirement of buyers with the
background and based on the result of the study, it can be concludes surveys by
the manufactures will be more useful to know the needs of the consumer. It can
also be said that consumer make their purchase based on quality and
manufactures must see that the quality be equal attention is to be paid on price
which will make them successful in the business.